The Effects of Brand Equity on Purchase Decision Process of Local Shoes Buyers in South West Ethiopia Brand Equity effect on Purchase Decision Process of Local Shoes Buyers

Abstract

The basic objective of the project is to measure the effects of brand equity on purchase decision
process of local shoes buyers in South Western Ethiopia. To attain the objectives both
quantitative and qualitative approach were employed. Moreover, a descriptive inquiry along
with causal research design was used. Primary data were obtained from survey questionnaires
from local shoes buyers and foot wear sellers; however, secondary sources such as books,
journals, internet etc. were used. The investigators used convenience sampling technique of nonprobability sampling method in selecting samples from South West Ethiopia cities, Jimma,
Agaro, Bedelle, Metu and Nekemet. The study consists a sample of 160 respondents were
selected from local shoes buyers in South Western Ethiopia. Brand equity dimensions
correlation test and multiple regression analysis revealed that brand quality and brand
association have positive and significant impact on purchase decision. But brand loyalty and
brand awareness are not the most important determining factors while purchasing local shoes
relative to other variables. To recommend domestic manufacturers have to use Made in Ethiopia
marketing campaigns, domestic shoes local marketers should consider ethnocentrism while
preparing different promotional tools, and marketers should improve the quality and style of
domestic shoes products with the producers of local shoes and Ethiopian local companies should
use ethnocentrism in their marketing strategy formulation strategy to shape consumers attitude
while making comparisons between domestic and foreign products and local shoes
manufacturers try to create brand loyalty and can be formed through brand trust, commitment,
satisfaction, perceived value, image, association and quality.