Abstract:
Consumer decision making has become more complex and is considered to be difficult issue to
deal with. They may not even know their own deeper inner motivation or they may react to
affecting factors in the last moment and simply change their mind. Hence understanding
consumers’ motivation, needs and preferences are important to marketers and manufacturers.
Domestic shoe factories are less competitive even in domestic markets. Different reasons may be
tipped for this to happen, however, there is a little knowledge in a comprehensive manner on
consumer buying behavior of domestic leather shoe. The purpose of this study was to identify the
factors that influence consumers buying decision of domestic leather shoe on Jimma consumers
and give recommendation on the problems. The study used explanatory research design, for this
study is a casual type. The study used both primary and secondary data. The primary data was
collected from 362 respondents at Jimma markets through self administered questionnaire using
convenient sampling technique, and an interview was also be conducted. The secondary data
was collected from journals, articles and books. Descriptive statistic was used to describe the
profile of respondents. Binary logistic regression analysis was used to make an inference from
the analysis, and see the influences of explanatory variables. Accordingly, price of shoe, shoe
durability, shoe quality, income, respondents’ role and status, age and respondents sex were
found to be the significant explanatory variables. The study concluded that the aforementioned
significant variables were considerably important basis for the consumer buying decision of
domestic leather shoe at Jimma market. The researcher advises that enhancing the
conformability of shoe and improving the design and style of domestic shoe to the extent that
satisfy consumers interest would be an action to be taken.
