ASSESMENT ON ATTITUDE AND PREFERANCE OF CUTOMERS TOWARDS

DOMESTIC SHOE PRODUCTS

[Case study of Bishoftu town]

A Research proposal submitted to the department of marketing management in
partial fulfillment of the required of BA degree in marketing management.

By

1.FikirteAbera 0230/17

2.TsionDegefu 0553/17

3.Wesenelakew 0289/17

Advisor

Alemayehu F. [MBA]

ADMAS UNIVERSITY BISHOFTU CAMPUS

Faculty of business

Department of Marketing Management

Aug, 2020

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 Abstract
Now a day, it is simply observed that many foreign products including shape products are
imported to Ethiopia. These Products has an impact on domestically produced products. The
overall objective of the study is to investigate the attitudes and preferences of consumers towards
domestic shoe products and forward feasible solution or recommendations.

The study will use both primary and secondary data. The primary data will be collected through
questionnaires, interview and observation techniques, whereas secondary data will be collected
form written materials (New paper), internet [Specific website), and from different past research
papers to supplement primary date. The study will use a sample of 100 consumers using quota
non probability sampling techniques and the data was collected by usingself administered
questionnaires and structural interview.

As a result of the study it is expected to identify which of the Values of shoes like quality, price,
fashionably and durability influence the customers preferences. Furthermore the collected data
will be analyzed by descriptive analysis method using tables, Percentage and pie charts followed
by conceptual interpretation.

Finally on the basis of the major findings on the study, logical conclusion where drawn along
with possible recommendation that should be taken by the researchers to alleviate the existing
problems.

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 Table of content

ContentsPages
Abstracts--------------------------------------------------------------------------------------2

Table of content------------------------------------------------------------------------------3

1. INTRODUCTION----------------------------------------------------------------------------5

1.1 .Background of study------------------------------------------------------------------5

1.2 .Statement of problem---------------------------------------------------------------- 6

1.3 .Objective of study--------------------------------------------------------------------- 6

1.3.1. General objectives---------------------------------------------------------------7

1.3.2. Specific objectives----------------------------------------------------------------7

1.4. Significance of study-------------------------------------------------------------------7

1.5. Scope of the study----------------------------------------------------------------------7

1.6. Research methodology-----------------------------------------------------------------8

1.6.1. Research design-------------------------------------------------------------------8

1.6.2. Type and sources of data--------------------------------------------------------8

1.6.3. Method of data collection-------------------------------------------------------8

1.6.4. Target population--------------------------------------------------------------------8

1.6.5. Method of sampling-----------------------------------------------------------------9

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 1.6.6. Method of analaysis and presentation-----------------------------------------9

1.7. Organization of study---------------------------------------------------------------------9

2. REVIEW LITRATURE------------------------------------------------------------------------------9

2.1. Theoretical literature-----------------------------------------------------------------------9

3. SUPPLIMENTAL-----------------------------------------------------------------------------------10

3.1. Time and budget schedule----------------------------------------------------------------10

4. Bibliography---------------------------------------------------------------------------------------11

1. INTRODUCTION
1.1Background of the study

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 According to world report 2008, Ethiopia is one of the poorest countries in the world, Ethiopia ranks
lowest, jointly with Burundi, out of 133 counties with GNI of $ 100 in 2006.

Industrial development in developing countries including Ethiopia is a recent phenomena which trace back to
the last couple of decades and most of which are good processing industries that provide commodity of low
quality and quantity. These industries are utilizing back ward technology, poor equipment and machinery and
unskilled man power.

Even though, industrial sector in Ethiopia including shoe and leather industries are at infant stage, they are
significant contributor to the overall economy of the country with the other sector of the economy They try to
speed up the implementation of < development and transformation plan>> of five years by including
technological innovation. Improving production and creating employment opportunity to the
country.supplimnetal

Due to the free market economic policy, different types of product are imported to, Ethiopia which have
domestically produced products. To develop their capacity to compete in the world market, the Ethiopian
manufacturing industry association is currently working hard closely with the government.

A favorable macro level policy environment increase the competitiveness of local enterprise and develops the
domestic market. A study conductedBy having versed with the above overall identified problem the research
stand to Ethiopianprivatization agency(2002) indicated that precisely the business study consumer behavior
thatdirects to buy imported shoe products and environment in Ethiopia is a major handing for theexpansion
and growth identify absent value of the domestic shoe products of industries as awhole ( WWW.Addis chamber.
Com)
So this research is in spire to come the existence by this basic idea with regard to domestic shoes mark.

1.2 Statement of the problem

Consumer buying behavior refers to buying behavior of final consumer, individual and households, who
buy goods and services of personal consumption, consumer make many buying decision every day. Most of

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the largest companies research consumer buying in great detail to answer question about, Whatconsumer
buy? Why they buy? When they buy? How they buy? And how much they buy? ( Kotler: 1998 ፡5334).

Ethiopia has a leather and shoe industries that produce different of shoes and distributed to the domestic
market and foreign market. But now adays, Shoe products are imported to Ethiopia and many consumer
IncludingBishoftu town residents prefer imported shoe than domestically produced once because of
different reason or based on certain criteria of selection such as quality, durability, style fashion and other
factor that affect the attitude and preference of consumer.Due to this reason domestic shoe factors are
suffering of great competition with imported shoes. The objective of the study is to understand consumers
have positive or negative towards domestic shoe products and absence value of domestic shoe products.

For this reason it is significant to identify consumer’s attitude and preference towards domestic shoe
products. Bearing in mind the above information the following question will be raised in order to guide the
overall research endeavor.

1. What is the current trendof consumer attitude and preference towards domestic shoe products?
2. What factors does domestic shoe product lack to satisfy consumer need?
3. How do consumers differentiate among shoe products?
4. What are the reason consumer prefer to purchase imported shoes than domestic once?
5. What should be done to make domestic shoe products preferable or competent to the
market?

1.3Objective of the study

Objectives are guidelines which direct the researcher to limit his/her self to relevant issue.
Accordingly, general and specific objective of the study is expressed as follows.

1.3.1General objective
The overall objectives of the study is to assess attitude and preference of consumers towards
domestic shoe products and understand the absent value of domestic shoe products, so as to
take solution for the problem identified

1.3.2Specific Objectives
To reach at general objectives there are certain specific objectives that need to be
accomplished, these are:-

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  To assess the current trend of consumer attitude and preference towards domestic shoe
products.
 To investigate the factors that domestic shoe products lack of satisfy consumers need.
 To Show relevant factors ( Choice criteria) used by consumers in selecting shoe types.
 To identify reason behind why consumers prefer imported shoe products.
 To suggest possible recommendation and solution for improving domestic shoe
products.

1.4Significance of the study

The result of this research will be assumed to have the following potential significance:-

 It providesimportantinformation for short and long range plans of shoe manufacturing

organizations. Furthermore, It gives clue for government in about the impact imported
products have on domestic shoe manufacturer, so as to keep the stability of domestics
products by improving quality of shoe products.
 This research is also significant for the researcher to relate his theoretical knowledge
with what is going on the real world.
 The research output will be important for other researchers as reference for subsequent
study to be made in this area.

1.5. Scope of the study

This study will focus on consumer attitude and preference to wards domestic shoe products in
Bishoftu town. It would have been better to study consumer attitude and preference for
domestic shoe [products throughout the country so as to get complete information. However,
because of different constraint like, financial and time study was delimited Bishoftu town.

1.6 Research methodology

1.6.1Research design
The study will use descriptive type of research that will conduct to collect a detail with aim of
reducing data that justify current condition and practices to get relevant information about
attitude and preference of consumers on domestic shoe products.

Descriptive research is the study which is concerned with describing the characters of a
particular individuals or groups as exists. i.e it attempt to determine the extent different among
variables such as; needs ,preference, attitude and opinions.

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1.6.2Type and source of data
The study will use both primary and secondary data sources, primary data is important to get
firsthand information from responses and are organized by the researcher for the investigation
on hand. The primary data will be collected from sample consumers who use both domestic
and imported shoe products and sellers of both domestic and imported shoes.

Secondary data will be collected from reviews of literature that was obtained from books,
written materials, published and unpublished materials, internet source and etc.

1.6.3Method of data collection

Method of data collection is the way that the researcher used to collect data inorder to
undertake the study, the primary data will be collected by survey method of data collection
using personal interview [structured interview], observation and questionnaires[self -
administered]

Personal interview will be used b/c of more information in great depth and easily obtained from
shoe sellers. The questionnaire will construct with both open ended and close ended. Open
ended questionnaire will be used to collect current suggestion of respondents about attitude
and preference of consumers towards domestic shoe products. Close ended questionnaires are
used for research not to bias since different respondent may not similarly respond the question
that can understand questionnaire by themselves and are able provide the necessary
information by their own knowledge.

1.6.4Target population
The target population will be taken by assessing the consumer behavior among 1000 peoples
who uses both domestic and imported shoe products.

1.6.5Method of sampling
Sampling involves any procedure that uses a small number of item or that uses parts of the
population to make conclusion to the whole population. In the other word, a sample is subject
of larger population. Then, using sample is preferable than census study b/c sample represents
the whole population, save time and cost.

The study will use a sample of 100 respondent using quota sampling technique from
businessmen and consumers of shoe products in Bishoftu town out of 100 sample 80

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respondents will be from consumers and 20 respondents are businessmen of Bishoftu town are
residents by using disproportion quota sampling technique.

1.7. Organization of the study

The research proposal is organized of three chapters, the first chapter is preliminaries which
involves title/coverage, table of content and abstracts. The second chapter involves
introduction, background of study, statement of the problem, objective of the study,
significant of study, scope of the study, research methodology and review of the literature
and the 3rd chapter is supplimnetal which involves time and budget schedule and
bibliography.

2. Review of literature

2.1Theoretical literature
The study of consumers behavior is the study of how individual make decision to spend
their available resource [time ,money effort] on consumption related items.it includes the
study of what they buy, why the buy when they buy, where they buy, how often they use it,
and how often they but it, focuses on how and why consumer make decision to buy goods
and services, consumer behavior research goes for beyond there acts of consumers
behavior and encompasses all of the behaviors that consumers display in searching for
purchasing using evaluation and disposing products and services that they expect will
satisfy their needs. The we study of consumer use and post purchase evolution of the the
product they buy, consumer researchers also are interested in how individuals dispose of
their once new purchases. For example, after consumers have used a product. Do they store
it? Throw it or give it a way sell it rent it or lend it out? The answers to these questions are
important to market because they must much their production to the frequency with which
consumer buy replacement. However the answer are also important to society as a whole
because solid waste disposes has become a major environmental problems that markets
must address in their developing of new products and packaging.

3. Supplimentale

3.1 Time and budget schedule

No. Description Unit Quantity Unit price Total price

measurement

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 1 Printing Pages 150 1 150
questionnaires
2 Pen Pieces 2 5 10
3 Transportation Money 5 3 15
cost
4 Telephone cost Money 10 10 100
5 Total 275.00

3.2 Activities to be accomplished with in schedule time.

s.no Activities Malt us 2020

August
Weeks
1 2 3 4
1. Proposal preparation
2. Adviser meeting
3. Proposal submission

BIBLIOGRAPHY
BOOKS

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1. Bakeer, Michael J.([1998). Macmillan Dictionary of marketing and Advertising [3 rded],
London: Macmillan press Ltd.

2. Koter, P,(1997) marketing management analysis planning, implantation and control] other.
New Delhi, Prentice Hall of Indian private Ltd.

3. Lazerkanuk(1997) Consumer behavior(6thed) New jersey. Prentice Hill.

4. Solomon Michael R.(2002). Consumer behavior. Buying, having and being(5 thed).New Delhi
prentice Hall of Indian private Ltd.

INTERNET SITE
1. http:// www.Addiss chamber.com
2. http:// www.Ethio investment. Org

NEWS PAPER

1. Addis zemenAmhharicnews paper (Tahsas 11, 1997 E.C)

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