Name: Bijaya Lubanjar

Roll No: 77341065

Assignment 4: Article Review

2. Review as the following way:

- What is the article about? (Introduction)

- Purpose of the paper

- Methodology Used

- Findings

- Implications to your field of interest.

A STUDY OF CONSUMER PERCEPTION TOWARDS

Dr. Jaiswal, G. Gurjar, M. and Dr. Sahu, P. (2014 December). A Study of Consumer Perception
Towards Different Shoes brands in Retail Stores (ISSN-2249-9512 Journal of Management
Value & Ethics) aims to find out the consumer perception towards Local, National &
International brands in branded shoes category. It also analyzes the underlying factors of these
brands and the difference between the consumer perception of Local & National Brands,
National & International Brands and Local and International Brands.

All multinational brands are available on all continents in this era of globalization. India's
expanding economy draws more and more international brands to reach our younger customers.
All new brands now draw the most customers to retail establishments. Even in class-II and class-
III cities, we can now find Hyper stores, Superstores, Discount stores, Exclusive stores, Cash &
Carry, and many other new business models. The Indian customer is increasingly buying
branded goods and services. After the fifth pay commission, cash on hand and liquid assets have
multiplied during the past six years. Now, a typical farmer with a 5 acre plot of land and two
crops can let his kids go out and purchase name-brand goods. Local and indigenous brands are
currently making history on a worldwide scale.

At various retail outlets, we may find local brands like Zoom, Goldstar, Mazdoor, Anand Shoes,
national brands like Action, Lakhani, Relaxo, Liberty Shoes, Bata, etc., and international brands
like Reebok, Nike, Adidas, Puma shoes, etc. These retail establishments provide a wide range of
brands at affordable prices because they make substantial direct purchases from businesses. The
supply chain distribution system ends with retailers. The majority of retailers, like BigBazar &
Reliance Fresh shops, desire to sell groceries & FMCG products under their own names in order
to increase their profit margins. Analysis of consumer preferences is basically a call to action.
Companies can create response strategies that are actually responsive to important consumer
expectations and that differentiate themselves by knowing the preferences formation components
and the preferences expectation evaluation by group or segment of customers in the marketplace.
Name: Bijaya Lubanjar
Roll No: 77341065
This study is an honest attempt to ascertain consumer perceptions of local, national, and
international brands in the sector of branded shoes. Additionally, it examines the driving forces
behind these brands as well as how consumers perceive local, national, and international brands
as well as national and international brands.

The objectives of the study is to create and standardize a scale to assess consumer perception of
local, national, and international brands in retail establishments, to determine the underlying
causes of how local, national, and international brands are perceived by consumers, to examine
how local and national brands are perceived by consumers, to compare how local and
international brands are perceived by consumers, to compare consumer perceptions of domestic
and foreign brands and to find new directions for future research

The study was exploratory in nature with survey method being used to complete the study. All
customers that visit retail outlets in the Gwalior region and purchase branded shoes were
included in the population for the sampling design. Consumers themselves served as the sample
factor in this case. Sampling Method: The sample was chosen via non-probability purposive
sampling. There were 150 respondents in the sample. Tools Utilized for Data Collection: A
questionnaire that was self-designed was used to assess how consumers felt about banded shoes.
Data was gathered using a liker-type scale, where 1 denotes the least amount of agreement and 5
the most amount of agreement.

Brand Loyalty: With a total eigen value of 3.868 and a variance of 20.359, this factor has
emerged as the most significant influence of Consumer Perception. The frequent usage of a
brand, the recommendation of a favored brand, and brand likability are key components of this
criteria. This demonstrates that consumers are more devoted to branded goods.
Quality: The overall eigen value of this factor is 1.818, and its variance is 9.569. The prominence
of the brand, its availability, and the fact that branded products are typically high-end items are
major components of this aspect.

Advertisement: With a total eigen value of 1.534 and a variance of 8.073, this factor is also
significant. The primary components are the influence of advertising on consumer decisions, the
development of brand perception, and word-of-mouth recommendations.
Name: Bijaya Lubanjar
Roll No: 77341065
Status: This factor also emerged as a significant factor, with a total eigen value of 1.427 and a
variance of 7.512. Its components included the importance of price in influencing consumer
choice, the need for branded items, the importance of prestigious brands, and brand image of
goods.

Design variations: This factor's eigenvalue is 1.348, and its variance is 7.095 percent. The
availability of a wide range of styles and brand loyalty are important factors.

Promotional Plans: With a total eigen value of 1.055 and a variation percentage of 5.551, this is
one of the crucial components. Activities for sales promotion are a component of this element.

Item to Total Correlation was used to assess the questionnaire's internal consistency. Through the
computation of reliability and validity, the measurement was standardized. Factor evaluation A
test was conducted to ascertain the driving forces behind consumers' perceptions of branded
shoes. Z-tests were used to determine the differences between local and national brands,
international and local brands, and national and international brands that were statistically
significant.

This study has produced a standardized and trustworthy metric to assess how consumers perceive
branded shoes. In the current market, it is important to comprehend consumer perception before
positioning a product. The only variable in this study was consumer perception. The study's
findings indicate that while there is no statistically significant difference between national and
international brands or between local and foreign brands in terms of consumer perception, there
is a significant difference between local and foreign brands. Consumer impression is influenced
by elements such as brand loyalty, quality, advertising, status, variety in design, and promotional
activities. And out of all of these variables, brand loyalty has emerged as the one that has the
biggest bearing on how consumers perceive the various brands found in retail establishments.