Abstract:
This study aimed to identify the key determinants of garment product brand preference among
consumers in Gondar, Ethiopia, with a specific focus on undergraduate students at the University
of Gondar. Understanding the factors that shape consumer brand preferences is essential for
businesses striving to strengthen market positioning and foster long term customer loyalty in
today’s competitive and fast changing apparel market. The research employed a descriptive and
explanatory research design using a mixed-methods approach. Quantitative data were collected
through structured questionnaires, with a sample of 386 students selected from a population of
10,650 using simple random sampling. Of these, 376 responses were valid (139 male and 237
female). The study explored the influence of four key variables: product quality, pricing, design
and aesthetic appeal, and social influence on brand preference. Both quantitative and qualitative
data analyses were conducted, including statistical techniques to determine the significance and
strength of relationships among variables. The findings revealed that all four variables had a
significant impact on garment brand preference. While local manufacturers met the quality
expectations of many consumers, notable gaps remained, suggesting a need for improvement.
The study recommends that brands and policymakers prioritize enhancing product quality,
offering affordable yet stylish designs, and leveraging social influence through trend alignment
and collaboration with influencers or brand ambassadors to strengthen consumer connection
and loyalty.
