Consumers’ Shoe Preference: Domestic versus Imported Leather Shoes: Case Study in Addis Ketema Sub-City, Ethiopia

This study designed to indicate consumers shoe preference: domestic versus imported leather shoes. Specifically, to indicate how consumers evaluated both domestic and imported leather shoes interms of product quality, style and price, to examine to what extent these factors influenced the consumers’ shoe choice in Addis Ketema sub-city shoe market. In order to achieve its objectives the researcher gathered data from 180 leather shoe consumers in Addis Ketema shoe market through open and close-ended questionnaires. The data were analyzed through help of statistical package for social science and micro soft excel software. The findings revealed that the imported leather shoe were superior in comfortability, fashionability and range of variety. But, Domestic leather shoes had competitive advantage interms of durability and price. The study also indicated that quality, style, price, friends and culture as the major factors influenced the consumers’ shoe preference. Keywords: consumer’s preference, leather shoe, Addis Ketem