Abstract:
This study intended to examine factors that can affectcustomer taste preference inthe case of
Bahir Dar Textile Industry.Marketing activities are used to apply product into market and attract
customers. Their activity needs to match with every single market in different way and managers need
to focus on customers’ demands and potential competitors. They have to analyze all factors, which can
influence product choice. Organization’s success is measured by the amount of selling as well as
customer satisfaction and behavior.The main research methodology adopted is descriptive study. The
researcher has collected primary data using questionnaire and interview whilst the secondary data
were obtained by document analysis. Purposive sampling technique for employees, random sampling
for wholesalers, and time location analysis for customers were used.Both qualitative and quantitative
analysis techniques mainly descriptive analysis using tables, graphs, pie chartsand percentage was
employed. Chi- square analysis is used to determine the relationship between quality, design, service,
package and customers’ intention to shift to another factory’s brand. Findings revealed thatproduct is
the most important factor which influences customer taste preferencedespite product strategy practices
in Bahir DarTextile Industry were poor as investigated marketing actions interms of product.
