Factors Affecting Consumers' Shoe Preference Between Domestic and Imported Leather Shoes: A Study in the Awutu-Senya East Municipality

Abstract

This study was intended to demonstrate factors influencing customers’ shoe preference between locally manufactured shoes versus imported leather shoes. It examined how socioeconomic and demographic factors (age, sex, occupation, income, and education) affect the choice of shoes and explored how consumers evaluate domestic versus imported cowhide shoes with respect to item quality, style, and cost. It was carried out in the Awutu Senya East Municipality using a quantitative research methodology by sampling 400 respondents. The study uncovered quality, style, and cost as the main considerations impacting purchasers' shoe preferences. In addition, socioeconomic and demographic factors such as age, sex, income, occupation, and educational background influenced shoe choice. The findings from the study also suggest that domestic shoes enjoy a clear advantage over imported shoes in price. To maintain this advantage, it is key that all efforts be made to keep the cost of production low. Finally, it is recommended that domestic shoe companies and factories in Ghana consider efforts to re-brand, embrace technology, and merge small shoe factories for greater efficiency.