ASSESSMENT OF CUSTOMERS ATTITUDE TOWARD LOCAL SHOES IN CASE OF WOLKITE TOWN

Abstract

This study designed to indicate the customer’s attitude toward domestic shoes product. The reason for the researcher initiated under this study to identify problem why customer switch from domestic to imported shoe product and finding solution for those problems. Specifically, to indicate how consumers evaluated both domestic and imported leather shoes in terms of product quality, style and price, to examine to what extent these factors influenced their attitude in domestic shoe in Wolkite town shoe market. In order to achieve this objectives the study gathered data from 96 leather shoe consumers in Wolkite town through open and close ended questionnaires. The data were analyzed through quantitative for close ended question and qualitative for open ended question. The study was adopted a descriptive type of research design. The findings revealed that the customers attitude on domestic leather shoe not good interims of comfort ability, fashion ability and range of variety. But, domestic leather shoes had competitive advantage in terms of durability and price