Assessment of the Cause Why the Most People Prefer to Buy Imported Shoes to Domestically Manufactured Ones

This study is conducted to assess the reasons why most people prefer to buy imported shoes to domestically manufactured ones. The main reason that initiates the researcher to conduct this study is the spate of complaints received from the Ethiopian shoe manufacturers because of their incompetency in the domestic market To investigate factors that influence the consumer preference towards imported shoes products, the study have used different variables or values that consumers need a shoe to have. It has also tried to identify what values are absent in domestically manufactured shoes. The research has used primary data collected with help of questionnaires to obtain the relevant information pertaining to the study. Random sampling technique is used to - determine the number and composition of consumers to be included in the survey. The sample size taken is 200 customers with in the city units of Addis Ababa and contains 108 male and 92 female customers. -: As the result based on the collected and analyzed data the identified factors that are mentioned as the main reason that influence customer's preference towards imported shoes are presented . As the result of the study it is expected to identify which of the values of a shoe like; price, quality, Fashionability, durability etc influence the consumers preference.