A

MINOR PROJECT REPORT

ON

“An Analysis of Purchase Behavior of Consumers

Buying Branded Shoes”

Submitted to

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

DWARKA
(2023-2026)

SUBMITTED TO: SUBMITTED BY:

Ms Jaya Krishna saw
Assistant Professor Roll no. 10415501723

NEW DELHI INSTITUDE OF MANAGEMENT

 PREFACE

The present study entitled “An Analysis of Purchase Behavior of Consumers Buying
Branded Shoes” has been divided into 6 chapters and each chapter describes the
important information regarding every aspect of this work which is described in
following paragraphs:
The first chapter of Introduction contains some basic information about Consumer
behavior towards buying branded shoes. This chapter also contains the previous
literature related to this topic. Justification of the present study along with research
question and objectives has been stated clearly to given the correct picture of the topic.
As usual all research study has certain limitations and that is listed at the end of the first
chapter.
The second chapter contains all relevant review of literature divided into different
sections like consumer behaviour, consumer attitude, consumer satisfaction related to
purchasing of branded shoes, for more clarity.
The third chapter deals research methodology of the present study. It discusses the
objectives, hypothesis, data collection method and methodology of the study. This
chapter represents detailed analysis of scope, period, population, sample of the study. It
demonstrates the use of relevant statistical tools and techniques on sample data.
The fourth chapter is related to Analysis and Interpretation. Here, content analysis
process has been presented and also the collected data has been presented in a
systematic frame with proper analysis and interpretation. The analyzed data has been
shown in the form of tables and diagrams (Pie chart) with the description of each table,
and as per need where verification was required, appropriate review of literature has
been provided for more authenticity.
The fifth chapter represents the discussions related to major findings,
recommendations and conclusion of the report.
ACKNOWLEDGEMENT

Success is an effort bounded activity that involves co-operation of all.

I hereby take the opportunity to express my profound sense of gratitude and reverence
to all those who have helped and encouraged me towards successful completion of the
Project Report. It has been a great experience working on the concept of “An Analysis
of Purchase Behavior of Consumers Buying Branded Shoes.” It gives me complete
insight of this concept of marketing and its application.

I would like to thank my Project Guide Ms JAYA for her immense guidance, valuable
help and the opportunity provided to me to complete the project under her guidance.

I would like to thank all faculty members of dav institute of engineering and technology
for guiding and supporting me in the completion of project from time to time.

Last but not the least, my gratitude to great almighty and my parents without whose
concerned and devoted support the project would not have been the way it is today.

KRISHNA SAW
CERTIFICATE

This is to certify that the project entitled “An Analysis of Purchase Behavior of
Consumers Buying Branded Shoes” submitted by Krishna saw is a bonafide piece of
work conducted under my direct supervision and guidance. No part of this work has
been submitted by any other degree of any other university. The data sources have been
duly acknowledged. It may be considered for evaluation in partial fulfillment of the
requirement for the award of degree of bachelor of business administrative

Ms Jaya Dated:
(Assistant Professor)
Department of Business Administration
DECLARATION

I hereby declare that the project work entitled “An Analysis of Purchase Behavior of
Consumers Buying Branded Shoes” submitted to Guru Gobind Singh Ingraprastha
University (GGPSIU) is a record of an original work done by me under the guidance of
Ms. Jaya , Faculty Member, New Delhi Institute of Management and this project has
been done to the best of my knowledge.

Place: Delhi KRISHNA SAW

Date: ............ BBA 2th semester
Roll No- 10415501723
CONTENTS

S.NO. TOPIC PAGE NO.

PREFACE I
ACKNOWLEDGEMENT II
CERTIFICATE OF APPROVAL III
DECLARATION IV

CHAPTER-I INTRODUCTION 1-3

CHAPTER-II LITERATURE REVIEW 4-11

CHAPTER-III RESEARCH METHODOLOGY 12-15

CHAPTER- IV DATA ANALYSIS AND INTERPRETATION 16-50

DISCUSSIONS (FINDINGS,
RECOMMANDATIONS AND
CHAPTER-V CONCLUSION) 51-54

5.1 FINDINGS 52

5.2 RECOMMENDATIONS 53

5.3 SUGGESTIONS 54

BIBLIOGRAPHY 55-59

ANNEXURE

1. Questionnaire 60-70
LIST OF TABLES

Table No. Label Page No.

Table 4.1 Demographic Profile of 13
responds
Table 4.2 Gender Group 14
Table 4.3 Age Group 15
Table 4.4 Income Range 15
Table 4.5 Education Level 16
Table 4.6 Price influence 17
Table 4.7 Price sensitiveness 17
Table 4.8 Loyalty of customer 18
Table 4.9 Well priced brand 19
Table 4.10 Satisfaction of Brand 19
Table 4.11 Satisfaction level 20
Table 4.12 Brand influence 21
Table 4.13 Satisfaction with quality 22
Table 4.14 Price Satisfaction 23
Table 4.15 Price increase Factor 23
Table 4.16 Speciality of Brand 24
Table 4.17 Factors of brand decision 25
Table 4.18 Role of Advertising 26
Table 4.19 Promotional Tools 26
Table 4.20 Decision: Same Quality 27
with less price
Table 4.21 Impact of Celebrities 28
Table 4.22 Different Brand with less 29
price
Table 4.23 KMO and Bartlett’s Test 30
Table 4.24 Correlation Matrix 31
Table 4.25 Anti – image Matrices 33
Table 4.26 Communalities 35
Table 4.27 Total variance Explained 36
Table 4.28 Component Matrix 37
Table 4.29 Rotated Component Matrix 38
Table 4.30 Component 39
Transformation Matrix
Table 4.31 Component Score 40
Coefficient Matrix
Table 4.32 Factors affecting purchase 41
behavior of consumer for
branded shoes
Table 4.33 ANOVA 44
Table 4.34 Descriptive statistics 45
Table 4.35 Correlations 46
CHAPTER-I
INTRODUCTI
ON

1
CHAPTER- I: INTRODUCTION

Consumer behaviour is a sum total of attitude, preferences, intentions and decision

Regarding customers buying behaviour. Disciplines i.e., Anthropology, psychology,
sociology and economics is the study of customer behaviour drones upon social science
(Nagarkoti, 2009). Guessing or measuring the consumers attitude is not a cake walk but
this is because predicting consumers attitude is as tough as predicting consumer's mind
(Bheri 2004). Consumer behaviour is the study of how people buy, what they buy, when
they buy and why they buy (Kotler 1994). The birth of culture, people have been using
shoes as a way to express their personality and uniqueness and how to underpin a social
status (Walford 2007). Consumer is the ultimate user of every product, without any
consumer there is no market as such (Baker 2004). The economic recession people used
to extensively prolonged a service life of their shoes, nowadays consumers rather spend
money on a new pair (Mintel 2012).

Businesses currently face the challenge of keeping up with rapid change in areas such as
technology, the brand has become one of the few resources to provide long-term
competitive advantage (Lindemann, 2003). Brand recognition and recall also affect
consumer attitudes and emotion (Rossiter 2014). A brand can be defined as a set of
tangible and intangible attributes designed to create aware ness and identity, and to
build the reputation of a product, service, person, place, or organization (Tanya Sammut
2017). Symbolic and emotional attachment between a brand and a consumer is more
probable with brands that connect heritage and authenticity to their image (Ballantyne
2006). An important and relatively unique aspect of branding research is the focus on
brand intangibles -aspects of the brand image that do not involve physical, tangible, or
concrete attributes or benefits (Levy 1999). Brand awareness plays an important role in
consumer decision-making, market performance, marketing mix, and brand equity
(Keller 2008). Described how brands can optimally balance continuity and change at
different levels over time (Preece 2019). Consumer research in branding is expansive in

2
nature and has investigated a wide range of topics in terms of how different kinds of
consumers respond to different types of brands and branding activities in various
contexts (Schmitt 2012). Customer satisfaction increases customer loyalty, influences
repurchase intentions and leads to positive word-of-mouth (Faullant 2008). Customer
satisfaction may depend not only upon the product itself, but also upon the experience
surrounding acquisition of the product (Cardoza 1995). Customer satisfaction is defined
as an overall evaluation based on the total purchase and consumption experience with
the good or service over time (Fornell 1996). Customer satisfaction is a barometer that
predicts the future customer behaviour (Hill, Roche & Allen 2007). Satisfaction and
loyalty have the direct connection between one another. As satisfied customers are loyal
and dissatisfied customers are a vendor (Heskett 2011). Quality appears to be only one
of the service factors contributing to the customer's satisfaction judgments (Cronin and
Taylor 1992). Price fairness is a very important issue that leads toward satisfaction.
Charging reasonable price helps to develop customer satisfaction and loyalty (Xia
2004). Customer satisfaction influences purchase intentions as well as post-purchase
attitude (Yi 1990).

Consumer behaviour is an activity that involves people obtaining, consuming and

ordering of products or services (Blackwell 2001). Consumer behaviour is the study of
the process involved in selecting purchasing using or disposing of products, services,
ideas or experiences by individuals, groups, unit, organisation to mess their needs and
desires (Salomon 2006). Described how consumer feelings of cultural distinctiveness in
foreign locations can lead to consumer preferences for more culturally aligned brands,
even if those brands may be deficient in other ways (Torelli 2017). Consequences of
consumer behaviour are defined as physiological or psychological outcomes that
consumers expect to accrue from their consumption of products in specific situations
(Gutman 1982). Consumer behaviour needs to be preceded by the analysis of factors
which determine this behaviour, factors identification of changes in consumer behaviour
influenced by changes in these factors (James Rickets 2003). Consumer is king and the
success of a understanding its customers (Dudovskiy 2015). Consumer behaviour as
"those acts of individuals directly involved in obtaining, using, and disposing of
economic goods and services, including the decision processes that precede and
determine these acts"(Engel 1986). How a consumer desire for distinctiveness can
actually result in less preference for an anthropomorphized brand (Puzakova and
3
Aggarwal 2018). When consumers communicate about brands to others by speaking
versus writing, they develop deeper self-brand connections (Shen and Sengupta 2018).
Brand performance measures enable brand managers to understand brand value and
compare brand success across different markets (Chapman 1993).

CHAPTER-II
LITERATURE
REVIEW

4
CHAPTER-II: LITERATURE REVIEW

SOOD AND KAUR (2018) in their paper titled "A STUDY OF CONSUMER
BUYING BEHAVIOR CONSUMER BRANDED CASUAL SHOES IN
LUDHIANA CITY" discussed the type of brand to be adopted by the customer with
the change lifestyle etc. The objective of the study was to find out the influence of
demographic variable such as gender, age, income, occupation on the purchase branded
casual shoes. Another objective of the study was to find the level of the importance to
the factor by the customer while taking purchase decision of brand casual shoes. The
data was collected from 100 respondents via questionnaire method. The researcher
found that people under the age group of 20-25 were the frequent buyer of casual shoes.
It was also found that buying behaviour of the customer towards branded shoes was
effected by the size, quality, availability, durability etc.

MASJEY (2017) in her paper titled "SHOES BUYING BEHAVIOUR OF

STUDENTS" discussed the buying behaviour of students and their brand choice, type
of shoe they prefer and price level that student looks before buying the shoes. The
objective of the study was to examine which brand shoes is mostly preferred by student
and another objective was to know whether there is any relationship between student's
family income and branded shoes buying behaviour. The data was collected in a form of
questionnaire as well as interview. The research found that more than 46.70% students
wear branded shoes. It was also found that the majority of students who wear branded
shoes were satisfied with its price, quality, comfortless and brand.

ALEXANDER (2015) in his paper titled "CONSUMER BUYING BEHAVIOUR

TOWRDS BRANDED CASUAL SHOES IN CHENNAI" discussed the conception
and perception of knowing their perception regarding branded casual shoes. In this
paper he looked in various kinds of merchandising activities, market share of different
shoes and various sales promotions schemes, which are followed in the shoe industry.
The objectives of the study was to assess the level of importance given to the certain
5
factors such as price, quality, durability, etc by the customer while taking purchase
decision of branded casual shoes and another objectives was to study which branded
shoe is mostly preferred by people as their choice. The data was collected via survey by
taking market conditions into consideration, which includes a sample size of 50
respondents, was a respective one. The researcher found that 58% of the respondents
prefer to buy branded shoes. It was also found, most of the customers were satisfied
towards Branded casual shoes store with respect to the chosen factors.

MEHRA (2017) in her paper titled "FACTORS INFLUENCING PURCHASE

BEHAVIOUR OF BRANDED SPORTS SHOES" discussed the factors influencing
the attribute of respondents towards various characteristics of branded sports shoes. The
objectives of the study was to explore characteristics of branded sports shoes that have
an influence on the Purchase Behaviour of the Customers. The data was collected from
three cities of Punjab: Amritsar, Jalandhar and Ludhiana. The sample of 350
respondents comprising of 100 - 120 from each city was planned. Data was collected
personally from the respondents by using a pre- tested, structured and non - disguised
questionnaire. The researcher found that brand loyalists preferred buying shoes of their
fancied companies whereas innovators preferred shoes with the latest state-of-the-art
trends and technologies.

HEUNG YIN-YUK (1990) in his paper titled "A STUDY OF CONSUMERS'

ATTITUDES TOWARDS THE MAJOR BRANDS OF ATHLETIC SHOES"
discussed the booming of the athletic shoes industry and its extremely competitive
nature triggered. The objectives of the study was to assess consumers' beliefs on the
major brands of athletic shoes with respect to the product attributes identified and also
difference between male and female consumers with respect to their use of evaluative
criteria and another is to investigate the relations among attitude score, preference and
purchase. The researcher found the use of attitude and preference to predict purchase
requires measuring attitude and preference before purchase, and recording future
purchase behaviour.

SURBHI (2017) in her paper titled "BUYING ATTITUDE OF YOUTH TOWARDS

BRANDED SHOES: A STUDY IN LUDHIANA CITY" discussed the change in the
lifestyle, fashion in India becoming more diversified, as in the western countries.
6
Different technology, ideas & lifestyles are moving concurrently & quickly. The
Objectives of the study was to study the consumer preferences in the footwear market in
Ludhiana City and another Objective of the study was to analyze the brand preference
of youth in buying branded shoes. The researcher also found that Quality is the main
factor which youth prefer mainly to buy shoes and most of the people find online
buying more attractive due to easy return policy, wide range of products, low costs and
so on.

CHEN (2008) in his paper titled "THE EXTERNAL FACTORS THAT

INFLUENCES TAIWANESE STUDENTS SHOE PURCHASE INTENTION"
was based on 6 external factors which include brand, price, promotion, style, durability
and comfort. The purpose of this study was to investigate the external factors that
influence Taiwanese college students. The result of multiple regression analysis
indicated that the customer prefer comfort and style more than any other factor. The
result of one-way a nova revealed that only brand shows significant difference between
both the genders and grade level. The study also provides various recommendations to
the shoe manufactures in Taiwan.

PUNYATOYA (2009) in her paper titled "HOW BRAND PERSONALITY

AFFECTS PRODUCTS WITH DIFFERENT INVOLVEMENTS LEVELS?"
discussed the brand personality is seen as the set of human characteristics associated
with a brand. Whether it is a low or high involvement product, brand personality will
definitely improve the consumer brand preference and purchase attention. The objective
of the study was to find out factor influencing the people at the time of purchasing sport
shoes on the basis of colour, appearance, quality, variety, price, use in sports or any
other purpose. The researcher used descriptive method for the sample size of 150 sports
shoes. It involved identifying and questioning people on the basis of various factor. It
was found that concept of brand personality and its relationship to consumer brand
preference and purchase intention.

SAHA (2010) in her paper titled "ELEMENTS AFFECTING CONSUMER

BUYING BEHAVIOUR OF SHOES IN KOLKATA" discussed to connect the 4Ps
of marketing blend as a system to order and assess the significance level of different sub
factors like brand, cash discount, store area, advertising on consumers in Kolkata. The
7
objective of study was to identify the most preferred brand among the customers & the
personal views of the people regarding shoes of various brand. The data was collected
from two different sources i.e. Primary and secondary data. Primary data collected
through questionnaire and answered by consumers of shoes and secondary data
collected from journals, books and through internet search. The researcher
recommendation was made to improve the sales strategy of branded shoes to increase
the sales volume.

GIRMA (2016) in her paper titled “EXPLORING CONSUMERS FOOTWEAR’S

BRAND PREFERENCE AND ITS ANTECENDENTS BETWEEN AGE
GROUPS AND GENDER: IN CASE OF DIRE DAWA ADMINISTRATION”
conducted a research aimed to explore the pattern of brand preference towards domestic
and foreign footwear products and its antecedents. Age and gender were taken as
variables. The objectives of the study was to find out the level of importance given to
the factors such as price, quality, durability etc. The study concluded that the emotional
value of the brand significantly affected both genders; male and females significantly. It
also pointed out that with rising age, their seemed to be a preference towards local
brands. The study was conducted on 319 usable samples and relevant data was obtained
on purchase preference, brand consciousness, normative influences, emotional values
and perceived quality using both inferential and descriptive statistical techniques. The
finding disclosed that the emotional value of the brand and normative influences are the
most and least significant antecedents respectively for brand preference.

ANAND AND AKELYA (2019) in their paper titled “MINDSET OF THE

EMERGING INDIAN MIDDLE CLASS” emphasized that the mindset of the
emerging Indian middle class has changed. They have high ambitions and a desire to
improve their standards of living. The objectives of the study were to study which
branded sport shoes is most preferred by people as their choices. Their spending
patterns are changing and priorities have changed. Their inclination to incur higher
expenditure on education, health, and personal care and apparels has increased.

MARTINEZ (2010) in his paper titled “A BRIEF LITERATURE REVIEW ON

CONSUMER BUYING BEHAVIOUR” the study focuses on the outsourcing decision
in the Spanish Footwear Industry. The study throws light on the transformation in the
8
Spanish footwear market between the years 1975-1995, due to the entry of foreign
competitors. The author observes that the firms outsourcing decisions depend on certain
factor like the search cost, the intensity to innovate according to the customers’
requirements and linkages with other institution like the chamber of commerce or other
public organizations. Further certain geographic areas are more preferred such as
vinaplo and Amedo-Calhorra as they are considered as principal footwear district. The
study becomes very important in the present scenario of competition from other low-
labour cost countries due to globalization. The Casual shoes in India.
CELUCH (2014) in his paper titled “FACTORS INFLUENCING CONSUMER
BEHAVIOUR” according to the findings brand equity appear as one of the most
influential influences on both behavioural and attitudinal 24 loyalty. Besides building
on long term customer loyalty, besides building on long term customer loyalty,
organizations putting effort in achieving high brand can produce difference advantages.
Although previous researcher and recurrently researched on customer loyalty, yet the
fundamental of its formation are still remained uncertain, even if numerous antecedents
have been named. Among these antecedents, both scholars and practitioners have
attributed peculiar credit to customer satisfaction, announcing it as another main
antecedent of loyalty (Bodet, 2008). Referring to Oliva et al.’s study, minor change in
satisfaction can lead to a substantial change in loyalty increment (as cites in Bowen &
Chen, 2008). Hence, further implicate that customer satisfaction is one of the
antecedents of customer loyalty.

AHMED (1986) in his paper "DEVELOPMENT PERSPECTIVES OF INDIAN

FOOTWEAR INDUSTRY: THE CASE OF INDIAN FOOTWEAR” highlights the
importance of the Indian leather footwear industry's potentiality for exports. He brings
out the need for popularizing brand name, strengthening training facilities particularly to
women, and close linkages between industry, training and educational institutions. The
paper also emphasized the need to have the service of experts from developed countries
to train the local artisans in particular lines.

SWAMINATH (1996) in her paper "DEVELOPMENT EXPERIENCES: GENDER

PROSPECTIVE ON INDUSTRIAL GROWTH, EMPLOYMENT AND
EDUCATION” explains how the industrial development in India lacks the co-
ordination between the govt/ industry and the labour. The paper attempts to assess the
9
quality of state interventions and their impact on industry and labour. The author
emphasizes the need for transforming the state interventions into strategic gender needs.

SHOBHA AND SHESHAGIRI (1996) in their article "CHANGES AND

CONTINUITY IN WOMEN’S EMPLOYMENT IN FOOTWEAR INDUSTRY”
have made detailed analysis relating to the social background of the women workers
via, community, age groups, educational levels, marital status, and the factors
responsible for migration. An attempt has also been made to bring out the circumstances
that made the women workers to enter into footwear industry, with special emesis on
acquisition of skills, types of work undertaken, labour mobility. working conditions and
wage structure.

DHAR (1958) in his paper titled “CONSUMER BEHAVIOUR AND THE

FOOTWEAR INDUSTRY: A PERSPECTIVE OF FOOTWEAR INDUSTRY IN
DELHI” has made an attempt to analyze the small leather footwear units in Delhi since
Mughal days Author was found that most of the artisans were made footwear in Tirana's
the tools were dissimilar, the proportion of their working capital reflects the difference
in their scale of operations. Out of 34 sample units only 10 units had substantial finance
and marketing outlets. The raw material cost has the larger share (58.57) to the total cost
of productions.

NITHYANANTH (2016), in his paper titled "A STUDY ON MARKETING

RESEARCH ON CUSTOMER SATISFACTION OF VKC PRODUCT” this
methodology explains about the overall objective research design, data collection
method, sampling procedure, construction of questionnaire tools of analysis. Data
constitute foundation and the statistical analyze and interpretation, the first important
step in the project work is to obtain data collection by the primary method and
suggested the customer like a price, offers, quality of VKC is good and satisfaction.

AHILYA AND V. PURANA (2019) in their paper titled "A STUDY OF

CONSUMER BEHAVIOUR IN THE FOOTWEAR INDUSTRY” discussed the
buying behaviour is the decision processes and acts of the people involved in buying
and using products which includes social and mental processes. The objective of the
study was to study the present status of the Indian Footwear industry. The study applied
10
statistical techniques like art scale analysis, chi- square test. It is found that young
people prefer to have multiple footwears of different variety. Other age groups prefer to
have one pair but which is comfortable and long lasting.

11
CHAPTER-III
RESEARCH
METHODOLO
GY

12
CHAPTER-III: RESEARCH METHODOLOGY

Research methodology is the specific procedures or techniques used to identify, select,

process, and analyze information about a topic. In a research paper, the methodology
section allows the reader to critically evaluate a study's overall validity and reliability.
Research methodology is a systematic way to solve a problem. It is a science of
studying how research is to be carried out.

Research methodology used for this analysis is convenience sampling method. A

convenience sample is a type of non-probability sampling method where the sample is
taken from a group of people easy to contact or to reach. The data collected was
Primary Data by myself and some of the data used was secondary data from various
credential websites.

Nature of the Study

Being exploratory research, it is based on primary and secondary data. Primary data
includes direct questionnaire randomly. On the other side, secondary data was taken
from journals, articles, newspapers, magazines, web browsing etc.

Considering the objectives of the study, descriptive type research design is adopted to
have more accuracy and rigorous analysis of research study. The accessible secondary
data is intensively used for research study.

Research Objectives:

1. To extract the factor effecting purchase behavior of the consumers

2. To analyze the brand loyalty of consumers
3. To analyze the brand satisfaction of consumers.

13
Null Hypothesis:

1. There is no significant relationship between gender and satisfaction level.

2. There is no significant relationship between age and satisfaction level.
3. There is no significant relationship between income and satisfaction level.
4. There is no significant relationship between education qualification and
satisfaction level.
5. There is no significant difference between age and buying behavior of the
customer towards branded shoes.

Analytical Tools Used

1. Factor analysis
2. ANOVA

Method of Data Collection

To determine the appropriate data for research, mainly two kinds of data was collected
namely primary and secondary data as explained below:

Primary Data

Primary data are those, which were collected afresh and for the first time and thus
happen to be original in character. The primary data has been collected through the
Questionnaire. The Questionnaire has been properly prepared in order to cover all the
Information required for the study. The primary data has been obtained by interaction
with the officials and staff in the division in the organization and also obtained through
the Questionnaire distributed to the persons in different departments in that particular
division.

14
Secondary Data

The secondary data has been collected through by the Brand websites, journals,
newspaper articles etc. Some other data was also collected from the earlier researches
and published books.

Sampling Procedure & Design

Here the researcher follows the simple random sampling for conducting survey and in
detail sampling procedure is convenience sampling. This procedure is adopted based on
the convenience of the researcher time and money constraints. Respondents are the
consumers who regularly purchase the shoes.

102 respondents (samples) were selected to conduct research who likes to buy branded
shoes. A structured questionnaire was provided to them and their answers were
compiled and analyzed in this report.

Questionnaire

A questionnaire is a research instrument that consists of a set of questions or other types

of prompts that aims to collect information from a respondent. A research questionnaire
is typically a mix of close-ended questions and open-ended questions.

The data collected from a data collection questionnaire can be both qualitative as well as
quantitative in nature.

15
CHAPTER-IV
DATA
ANALYSIS
&
INTERPRETAT
ION
16
CHAPTER-IV: DATA INTERPRETATION AND
ANALYSIS

Data analysis is a process of inspecting, cleansing, transforming,

and modelling data with the goal of discovering useful information, informing
conclusions, and supporting decision-making. Data analysis has multiple facets and
approaches, encompassing diverse techniques under a variety of names, and is used in
different business, science, and social science domains. In today's business world, data
analysis plays a role in making decisions more scientific and helping businesses operate
more effectively.

1. Demographic profile of the respondents

Demographic Profile:

John Hudson- Demographic profiling is a form of demographic analysis used by

marketers so that they may be as efficient as possible with advertising products or
services and identifying any possible gaps in their marketing strategy. Demographic
profiling can even be referred to as a euphemism for industrial espionage.

Table 4.1 Demographic Profile

DETAILS PERCENTAGE

Gender:
Male 53.9%
Female 46.1%

17
 Age :
Till 25 52.9%
25-35 21.6%
35-45 14.7%
45-55 6.9%
Above 55 3.9%

Income:
Upto Rs 100,000 pm 36.3%
100,000-200,000 pm 17.6%
200,000-300,000 pm 11.8%
300,000-400,000 pm 15.7%
Above 400,000 pm 18.6%

Qualification:
Upto 12th 18.6%
Graduate 33.3%
Post Graduate 34.3%
Doctorate 4.0%
Any other 9.8%

Interpretation: In the demographic profiling, it was found that there are more number
of males than females. Percentage of males is 52.9% and females is 46.1%. Majority of
respondents are below the age of 25. Around 65% of the respondents having income
below 2 lakhs per annum in which most of the people having income below 1 lakh per
annum. Most of the respondents are qualified with almost 1/3rd of people are graduate
and 1/3rd of people have done Post-graduation.

Table 4.2 Gender Group

GENDER PERCENTAGE
MALE 46.1%
FEMALE 53.9%

18
Table 4.3 Age Group

AGE GROUP PERCENTAGE

Till 25 52.9%
25 – 35 21.6%
35 – 45 14.7%
45 – 55 6.9%
Above 55 3.9%

19
Table 4.4 Income Range

INCOME RANGE PERCENTAGE

Upto Rs 100,000 P.A 36.3%
Rs 100,000 – 200,000 P.A 17.6%
Rs 200,000 – 300,000 P.A 11.8%
Rs 300,000 – 400,000 P.A 15.7%
Above 400,000 P.A 18.6%

20
Table 4.5 Education Level

EDUCATION LEVEL PERCENTAGE

Upto 12 18.6%
Graduate 33.3%
Post Graduate 34.3%
Doctorate 4.0%
Any others 9.8%

21
 There is influence of price on the purchase decision.

Table 4.6 Price Influence

OPTIONS PERCENTAGES
Strongly agree 39.2%
Agree 34.3%
Neutral 18.6%
Disagree 4.9%
Strongly disagree 2.9%

22
Interpretation- As India is a price sensitive market, similar thing was found here that
there is greater influence of price on purchase decision. Almost 75% agreed that price
influence their purchase decision, 19% neutral and almost 9% disagreed with the price
influence on their purchase decision.

Are you a price sensitive user?

Table 4.7 Price Sensitiveness

OPTIONS PERCENTAGES
Yes 58.8%
No 41.2%

23
Interpretation – Almost 59% agreed that they are a price sensitive user, whereas 41
disagreed with this point of view.

Are you a loyal customer?

Table 4.8 Loyalty of Customer

OPTIONS PERCENTAGES
Yes 69.3%
No 30.7%

24
Interpretation – Almost 69% respondents are a loyal customer of their favourite brand,
on the other side 31% are not loyal or can change their brand choice anytime.

Does the brand well priced?

Table 4.9 Well Priced Brand

OPTIONS PERCENTAGE
Strongly agree 34.3%
Agree 35.3%
Neutral 22.5%
Strongly disagree 4.9%
Disagree 2.9%

Interpretation – Almost 70% respondents agreed that the brand of shoes is well priced
as per the quality, durability, design and comfort they provide. 23% were neutral, and
8% found the price on the higher side.

Q5. Are you satisfied with your brand?

Table 4.10 Satisfaction of Brand

OPTIONS PERCENTAGES
Yes 79.4%
25
 No 20.6%

Interpretation – Almost 79% respondents are satisfied with the shoes of their brand
and 21% are not satisfied.

How satisfied are you with your brand?

Table 4.11 Satisfaction Level
OPTIONS PERCENTAGE
Highly satisfied 31.7%
Satisfied 47.5%
Neutral 17.8%
Dissatisfied 1%
Highly dissatisfied 2%

26
Interpretation – Most of the respondents (almost 80%) are highly satisfied or satisfied
with their preferred brand. 18% were unable to decide whereas 3% were dissatisfied
with their preferred brand.

What influence you to buy this brand?

Table 4.12 Brand Influence

OPTIONS PERCENTAGE
Advertisement 27.7%
Family/Friends/ Relatives 31.7%
Brand Ambassadors 14.9%
Trends 21.8%
Others 3.9%

27
Interpretation – Most of the respondents influenced by their family/friends/relatives to
buy the shoes of a particular brand, then comes the advertisements by brands (28%),
trends comes 3rd with 22%, brand ambassadors influenced 15% respondents, and 4% got
influenced by many other reasons like reliability of brand, quality, previous experience
etc.

Are you satisfied with the quality of preferred brand?

Table 4.13 Satisfaction with Quality

OPTIONS PERCENTAGES
YES 83.2%
NO 16.8%

28
Interpretation – Almost 83% respondents are satisfied with the quality of their
preferred brand. On the other side almost 17% did not found the quality of shoes up to
the mark of their preferred brand.

Are you satisfied with the price range of preferred brand?

Table 4.14 Price Satisfaction

OPTIONS PERCENTAGES
YES 75.2%
NO 24.8%

29
Interpretation – Almost 75% respondents are satisfied with the price range of their
preferred brand while 25% found the price rage of their preferred brand on the higher
side.

If the price of your preferred brand increases, will you purchase again?

Table 4.15 Price Increase Factor

OPTIONS PERCENTAGE
Same Brand 52.5%
Cheaper Brand 27.7%
Any other Brand 19.8%

30
Interpretation – Almost 52% respondents will still prefer their preferred brand shoes
even if there is a price increase. On the other side 28% answered to go with a cheaper
price shoe brand and 20% will switch to any other brand.

What speciality does your preferred brand shoes inhibit?

Table 4.16 Speciality of Brand

OPTIONS PERCENTAGE
Comfortable 57%
Stylish and Latest Design 28%
Less expensive 8%
Advertised and Endorsed by Celebrity 7%

31
Interpretation – Almost 57% respondents found their preferred brand comfortable,
28% found it stylish, 8% found it less expensive and 7% found the ads and brand
endorsement celebrities more attractive.

What factors influence you to go for a particular brand?

Table 4.17 Factors of Brand Decision

OPTIONS PERCENTAGE
Quality 51.5%
Durability 26.7%
Price 13.9%
Variety 7.9%
Any other 0%

32
Interpretation – Majority of people selected quality as their choice which influence
them to go for a particular brand. 27% preferred durability, 14% preferred price and 8%
preferred variety for their choice of the brand.

Does the advertising play any role in selection of brands of shoes?

Table 4.18 Role of Advertising

OPTIONS PERCENTAGES
YES 75.2%
NO 24.8%

33
Interpretation – Almost 2/3rd respondents agreed that advertising play a very important
role in selection of their brand of shoes whereas 25% disagreed with it.

What kind of promotional tool you prefer?

Table 4.19 Promotional Tools

OPTIONS PERCENTAGE
Lucky coupon 21.8%
Free gift 21.8%
Discount 44.6%
Buy one get one free 11.9%

34
Interpretation – Most of the respondents (almost 45%) prefer discount as the best
promotional tool by brands, 22-22% people prefer Free gift and lucky coupon, and 12%
prefer Buy 1 get 1 free as the best promotional tool.

Will you purchase another brand of same quality with less price?

Table 4.20 Decision: Same Quality with Less Price

OPTIONS PERCENTAGES
YES 63%
NO 37%

35
Interpretation – Majority of respondents can switch their brand of shoes if they get
same quality at a lesser price while 37% will remain loyal to their preferred brand of
shoes, it doesn’t matter to them whatever happens in the market of other brands.

Is there any impact of celebrities on your purchase of shoes?

Table 4.21 Impact of Celebrities

OPTIONS PERCENTAGE
Definitely 23.8%
Probably 22.8%
Maybe 39.6%
May not be 8.9%
Not at all 5%

36
Interpretation – Most of the respondents (almost 46%) agreed that their maybe some
impact of celebrities associated with brand of shoes leave an impact in their mind while
purchasing shoes. Almost 40% were doubtful of any impact of celebrities whereas 14%
denied of any impact of celebrities.

Will you purchase another brand of same quality with less price?

Table 4.22 Different Brand at Less Price

OPTIONS PERCENTAGE
Definitely 44.6%
Maybe 32.7%
May not be 14.9%
Not at all 7.9%

37
Interpretation - Most of respondents can switch their brand of shoes if they get same
quality at a lesser price while 32% were doubtful of changing the brand or remain loyal
to their preferred brand of shoes, whereas 23% will still prefer their preferred brand of
shoes.

2. Extraction of factor affecting Purchase behavior of consumer towards Branded

Shoes.

To achieve the objective of extraction of factors, factor analysis has been applied.

Charles Spearman- Factor analysis is a statistical method used to

describe variability among observed, correlated variables in terms of a potentially lower
number of unobserved variables called factors. For example, it is possible that

38
variations in six observed variables mainly reflect the variations in two unobserved
(underlying) variables.

Table 4.23 KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .879
Bartlett's Test of Sphericity Approx. Chi-Square 1.320E3
Df 300
Sig. .000

The value of KMO = 0.879 as this is more than 0.60 so we can proceed for factor analysis

39
CHAPTER-V
DISCUSSION
(FINDINGS,
RECOMMENDATIONS,
CONCLUSION)

40
CHAPTER-V : DISCUSSION (FINDINGS,
RECOMMENDATIONS, CONCLUSION)

5.1 FINDINGS

The following are the major finding of the research

1. Respondents were male 53.9% and female 46.1%
2. Out of the total respondents 52.9 % were between age of till 25. That means
maximum respondents were within this age.
3. Out of the total respondents 36.3 % were income between upto Rs 100,000.
4. Out of the total respondents 34.3% were qualifying Post graduation. That means
maximum respondents were bought branded shoes.
5. ANOVA between gender and satisfaction level show that F Value = 1.608 and P
Value = 0.178 as P is > 0.05, therefore null hypothesis there is no significant
relationship between gender and satisfaction level of branded shoes accepted.
6. ANOVA between Age and satisfaction level show that F Value = 0.482 and P
Value = 0.749 as P is > 0.05, therefore null hypothesis there is no significant
relationship between Age and satisfaction level of branded shoes accepted.
7. ANOVA between Income and satisfaction level show that F Value = 0.654 and
P Value = 0.625 as P is > 0.05, therefore null hypothesis there is no significant
relationship between income and satisfaction level of branded shoes accepted.
8. ANOVA between qualification and satisfaction level show that F Value = 0.250
and P Value = 0.909 as P is > 0.05, therefore null hypothesis there is no
significant relationship between qualification and satisfaction level of branded
shoes accepted.
9. Six factor have een extracted after applying factor analysis. These factors are
Brand recognition, Unique, Comfortable, Utility, Exposure to personality and
Brand Loyalty.

41
5.2 RECOMMENDATIONS

Department stores are prime sales and marketing channel for branded shoes. In addition,
store decorations and product displays should be designed to create a strong first
impression.

1. Brands should keep reminding their customers why their shoes are different
from others and why they should keep relying on their shoes.
2. Departmental stores are the prime sales and marketing channel for branded
shoes. In addition, store decorations and product displays should be designed to
create a strong first impression.
3. Brands should focus on providing comfort to their customers as much as
possible as if there would be a compromise on comfort, this can definitely affect
consumer mindset about the brand.
4. Quality of the product should never be compromised. It should be improved
further, innovative new designs, more comfort etc. can make a brand different
from others and can ultimately increase sales.
5. Seasonal promotion campaigns like special discounts and advertisements could
be employed. New lines of collections should be introduced for special
occasions and festivals.
6. Brands should focus on making the shoes that can reflect the personality of the
shoe wearing person. For this, different varieties should be introduced for
various types of customers having different personalities.
7. Brands should keep focusing on not only building the brand but also to keep it a
brand in the minds of people to keep their customers loyal as a new competitor
in this digital world can rapidly decrease market share through its aggressive
advertisements and product launchings.
8. Brands should keep in mind that customer satisfaction is the most crucial thing,
if the customer is not satisfied with their shoe, no brand can remain present in
the current competitive market.

42
5.3 CONCLUSION

It was found that price has a significant influence in the judgment-making process of
perception quality. This shows that the subject is susceptible to be influenced by the
price clues in the quality perception evaluation, because the consumer can use price
cues to generate quality association, the higher the price marked, the better the
perceived quality of the shoes. In addition, the brand positioning has a moderating effect
on the perceived quality. Under the same brand positioning, the price of brand shoes is
significantly positively correlated with the perceived quality but when the brand
positioning is different, the price marked on the brand shoes is the same, compared with
the lower-end brand, the perceived quality of the high-end product is significantly
higher than that at the same price.

The factors like brand loyalty, quality, innovation, advertisement, status, variety in
design and promotional activities create an impact on the consumer perception. And
among all this factors the price and brand loyalty factor has emerged as the most
important factor having a greatest impact on the consumer perception towards the
different brands in retail stores among the all factors.

Due to the rise of online shopping, the brands have to show and establish their presence
in different e-commerce platforms and on their own websites. The online marketing,
competition, loyalty and visibility is going to be the most important factors ahead in
winning the war to become or remain the greatest brand in shoes in the upcoming years
ahead.

43
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44
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48
Annexure

QUESTIONNAIRE

SECTION A

Name: ____________________

Gender: ☐ MALE ☐ FEMALE

Age: Till 25 ☐

25 – 35 ☐

35 – 45 ☐

45 – 55 ☐

Above 55 ☐

Income: ☐ Upto Rs 100,000 pm

☐ 100,000 -200,000 pm

☐ 200,000- 300,000 pm

☐ 300,000- 400,000 pm
49
 ☐ Above 400,000 pm

Qualification: ☐ Upto 12th

☐ Graduate

☐ Post Graduate

☐ Doctorate

☐ Any Other

SECTION B

Q1.

Sr. no Statement Strongly Agree Neutral Disagree Strongly

agree disagree

1. I am most
enthusiastic to
buy the most
reputable
brands

2. I prefer a shoe
brand which
makes latest
trend shoes
earlier than
other shoe
brands

3. I prefer shoes
with the most
comfortable

50
 brand

4. I believe that
a well-
designed shoe
reflects a
good quality
product

5. I favour a
shoe that
offers unique
features

6. I feel that a
shoe exposes
my
personality

7. I prefer usage
of a brand that
is widely and
easily
available

8. I am loyal to
particular
brand of shoe

9. Extensive
advertising by
a competitor
company does
not affect my
choice of

51
 shoes

10. I prefer a shoe

brand which
can provide
shoes that can
match to my
clothes or
dress-up

11. I prefer a shoe

brand which
reflects the
price to other
people which
I paid for it

12. I prefer a shoe

brand which
makes shoes
which looks
unique.

13. I prefer a shoe

brand which
makes shoe
which are
easy to clean

14. I prefer a shoe

brand which
shoes can be
easily carried
and get fit
into a travel
bag

52
15. I prefer a shoe
brand which
makes dust
resistant shoes

16. I prefer a shoe

brand which
makes a shoe
fantastic in
design.

17. I prefer a shoe

brand which
provides
many colour
options that
can match
with my
whole dress
up.

18. I prefer a shoe

brand while
does not harm
animals or
environment
which
manufacturing
shoes

19. I prefer a shoe

brand which
also fulfils its
social
responsibility
via spending

53
 into public
welfare
programs

20. I prefer a shoe

brand which
has a good
corporate
image

21. I prefer a shoe

brand which
has a big star
as its brand
ambassador

22. I prefer a shoe

brand which
provides easy
replacement
in case of any
mishappening
to the shoes
within the
warranty
period

23. I prefer a shoe

brand which
provides a
better
warranty
period

24. I prefer a shoe

brand which
makes water

54
 resistant,
sweat
resistant and
stink resistant
shoes

25. I prefer a shoe

brand which
makes shoes
with eco-
friendly
materials

Q2. There is influence of price on the purchase decision?

☐ Strongly agree

☐ Agree

☐ Neutral

☐ Disagree

☐ Strongly Disagree

Q3. Are you a price sensitive user?

☐ Yes

☐ No

Q4. Are you a loyal customer?

☐ Yes

☐ No

Q5. Does the brand well priced?

55
☐ Strongly Agree

☐ Agree

☐ Neutral

☐ Disagree

☐ Strongly Disagree

Q6. Are you satisfied with your brand?

☐ Yes

☐ No

Q7. How satisfied are you with your brand?

☐ Highly Satisfied

☐ Satisfied

☐ Neutral

☐ Dissatisfied

☐ Highly Dissatisfied

Q8. What influence you to buy this brand?

☐ Advertisement

☐ Family/Friends/Relatives

☐ Brand Ambassadors

☐ Trends

☐ Others

56
Q9. Are you satisfied with the quality of preferred brand?

☐ Yes

☐ No

Q10. Are you satisfied with the price range of preferred brand?

☐ Yes

☐ No

Q11. If the price of your preferred brand increases, will you purchase again?

☐ Same Brand

☐ Cheaper Brand

☐ Any Other Brand

Q12. What speciality does you preferred brand shoes inhibit?

☐ Comfortable

☐ Stylish and Latest Design

☐ Less Expensive

☐ Advertised and Endorsed by Celebrity

Q13. What factors influence you to go for a particular brand?

☐ Quality

☐ Durability

57
☐ Price

☐ Variety

☐ Any Other

Q14. Does the advertising play any role in selection of brands of shoes?

☐ Yes

☐ No

Q15. What kind of promotional tool you prefer?

☐ Lucky Coupon

☐ Free Gift

☐ Discount

☐ Buy One Get One Free

Q16. Will you purchase another brand of same quality with less price?

☐ Yes

☐ No

Q17. Is there any impact of celebrities on your purchase of shoes?

☐ Definitely

☐ Probably

☐ Maybe

☐ May not be

58
☐ Not at all

Q18. Will you purchase another brand of same quality with less price?

☐ Definitely

☐ Maybe

☐ May not be

☐ Not at all

Q19. I will not buy any other brand of a shoes even if they are the same.

☐ Strongly Agree

☐ Agree

☐ Neutral

☐ Disagree

☐ Strongly Disagree

Section C

Q. Any suggestion for further improvement.

_____________________

59