Abstract: The research was aimed to explore the pattern of brand preference towards domestic and foreign footwear products and its antecedents taking age and gender as a case among Dire Dawa administration residences. A mixed approach with 319 usable samples were collected from respondents randomly and relevant data on purchase preference; normative influences, emotional values, brand consciousness and perceived quality were gathered presented and analyzed using both inferential and descriptive statistical techniques. The finding revealed that the emotional value of the brand and normative influences are the most and least significant antecedents respectively for brand preference also as age increase the preference toward local brad are increased where as the emotional value of the brand significantly affect male youths and females as a whole.