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Consumers’ Attitude towards Branded Apparels in Addis Ababa, Ethiopia : Gender Perspective


Author(s):

ARUN KORATH , Dilla University; Fikede Fikeresiyon Umema, DILLA UNIVERSITY

Keywords:

Private labels, Shopping behaviour, Branded apparels, Fashion, Gender discrimination

Abstract:

The relationship between consumers’ decision-making styles and their choice between domestic and imported brand clothing is investigated using a sample of Adis Ababa, Ethiopia. The objective of this paper is to gauge the factors affecting purchase decision taking gender perspective as base. Empirical findings are calculated using survey technique and chi square test with a sample of 320 participants in Addis Ababa. The objective of this paper is to analyze the significance of demographic profile of consumers affecting the purchase decision of branded garments and to observe from gender perspective the consumer awareness about different apparel brands available in the Ethiopian market and also to find out whether there is a significant difference in total expenditure on branded apparels done by male’s vis- a - vis females. The results exhibit no significant differences in the brand awareness, shopping frequency and shopping expenditure between males and females.


Other Details:

Manuscript Id :IJSTEV2I10009
Published in :Volume : 2, Issue : 10
Publication Date: 01/05/2016
Page(s): 14-19
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