FACTORS INFLUENCING FASHION BRAND PREFERENCE (A Case Study of Consumers of clothing and footwear Products in Mekelle City)

Abstract

This study investigates the factors influencing fashion brand preferences among consumers in Mekelle City, Ethiopia, addressing the gap in empirical research on emerging markets where cultural, economic, and social dynamics intersect with global trends. Employing a mixedmethods approach, the research integrates quantitative surveys (n = 384) and qualitative interviews to analyze demographic, product-related, brand-related, and socio-cultural determinants. The theoretical framework draws on Cognitive Dissonance Theory, Social Identity Theory, and Affective Decision-Making, contextualized within Ethiopia’s unique sociocultural landscape. Key findings reveal product quality (β = 0.41, p < 0.001) as the strongest driver of brand preference, followed by brand image (β = 0.24) and consumer experience (β = 0.15). Price negatively influenced preferences (β = -0.18), reflecting cost sensitivity. While cultural relevance and social influence were significant, their impact was modest, suggesting a balance between tradition and modernity. Demographics such as age, income, and education significantly shaped preferences, with younger, higher-income, and educated consumers showing stronger brand loyalty. Notably, gender had no significant effect, challenging assumptions about gendered fashion choices. The regression model explained 71% of variance (R² = 0.71), underscoring the robustness of these predictors. Qualitative insights highlighted demands for affordability, localized designs, and ethical practices. The study recommends fashion brands prioritize quality, adopt value-based pricing, and integrate cultural narratives into marketing. Policymakers are urged to support local artisans and sustainable practices. Limitations include the geographic focus on Mekelle and reliance on convenience sampling, suggesting future research across diverse Ethiopian regions and longitudinal analyses. By bridging gaps in global consumer behavior theories, this research offers actionable strategies for brands targeting Mekelle’s evolving market while contributing to academic discourse on emerging economies.