STUDY ON CONSUMER PERCEPTION, ATTITUDE, AND PATRONAGE TOWARD BUYING LOCALLY VS IMPORTED GARMENT [ CASE STUDY IN ADDIS ABABA CITY]

Abstract

The purpose of this study was to analyze consumer perception, attitude and patronage towards purchasing locally produced and imported apparel in Addis Ababa city. The objectives of the Study were: To analyses consumers’ perception on locally produced garments compared to imported ones; To examine consumer attitudes toward supporting local industries versus purchasing imported products; To evaluate the level of patronage for locally manufactured garments compared to imported ones among different consumer segments and to provide recommendations for local manufacturers to compete effectively with imported garment brands in Addis Ababa city. A questionnaire was used to collect the primary data. The sampling procedure was purposive sampling. From, sample size of 104 respondents was selected. The collected data was analyzed using package for social science 25. The study findings concluded that there is significant difference in the perception of consumers in Addis Ababa towards locally produced and imported apparel. According to the findings both locally produced apparel and imported clothing are perceived in different standards. The findings showed that consumer attitudes toward locally produced versus foreign apparel differed significantly. Consumers had an overall more positive attitude towards foreign apparel over domestic made apparel with regard to quality, fashionableness, brand name, and choice of styles. However, no significant difference was found in consumer attitudes among various demographics, namely gender, age and purchase frequency. From the study, the following recommendations were made: Local manufacturers should prioritize enhancing the quality, durability, and fashionability of their garments to compete with imported products; Investing in branding and marketing campaigns can help local manufacturers build recognition and trust; Improving supply chains and ensuring wider availability of locally made garments in retail spaces can make them more accessible to consumers; Emphasizing the cultural relevance of local garments and promoting ethical production practices can differentiate them from imported alternatives and appeal to socially conscious consumers; Initiatives to educate consumers about the benefits of supporting local industries, such as job creation and economic growth, can foster a stronger preference for homemade garments; Offering unique designs and customizable options can cater to consumers seeking individuality and better fit, particularly in segments like casual and formal wear.