Consumer choice for purchasing imported apparel goods and its effect on perceived saving in Debre Markos district, Amhara Ethiopia: A logistic regression analysis

Abstract

Most consumers in developing countries are looking-out to purchasing apparel goods because of economic globalization. Consumers in developing countries usually associate high product prices with high quality; as a result, they need to purchase quality products at the going price. However, preferring to buy foreign-made goods hampers consumers’ saving pattern and downscales locally made apparel industries. Therefore, this study investigated the determinants of consumer preference for purchasing imported apparel goods and their effect on perceived savings in Debre Markos District, Ethiopia. The study was based on consumer survey data collected from 366 randomly chosen apparel shoppers in the district, and a binary logistic regression model was employed. The study indicated that about 77% of respondents are inclined to buy foreign-made apparel. The logistic regression model results also show that advertising, fashion style, peer group, social status, and preference, income, occupation, and education level have all positively contributed to the rise in demand for imported apparel. However, unreasonable prices are perceived to negatively affect the demand for imported apparel. It is also reported that buying imported apparel goods and their high price has a negative effect on consumers’ saving behaviour. Therefore, to improve consumer saving levels and revitalize the domestic apparel industry, it needs to be required to improve the competitiveness of product characteristics and advertising efforts.

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