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I, Sandeep Singh Bhati hereby declare that I have carried out project
I further declare that this project is my original work and no part of this
Date:
has fro him. With the changing market, tastes and preferences are changing
very rapidly. A company cannot work in each and every area. It has to identify
The entire project would not have been possible without the guidance
and support of other people. I would therefore like to take the golden
people who helped me throughout the project. I extend my cordial thanks to all
grateful to Mr. Vivek Srivastava. Truly without her constant support and able
guidance it would have not been possible for me to complete this project.
The first foot covering was made by our primitive ancestors. The
covering was to protect their feet from jagged rocks, burning sands, rugged
terrains. Development shows that the importance of protecting the feet was
shoes.
The first shoe was made of plated grass or rawhide strapped to the feet.
The early Egyptians made some sandals from plaited papyrus leaves. It shows
that sandal making was recognized as an art, early in the history o that
country. Sandals are most generally worn type of footwear in many warm
distinct sandals for imperial household, merchants and actors, and in fact, for
The moccasin protects the foot in cold countries. The outline of the
forepart is puckered seam with a string gathered and tied about the ankle.
Though all this development, little attention was devoted to fitting quality
The most conspicuous design in the period was the peaked shoe or
crackow, with a toe so long that it made walking difficult. Till the late 1850,
shoes were made only on straight last without recognizing the left and right.
There were only two widths, the slim and the stout.
Up to 1850 shoes were made by hand tools, curved awl, and somke
tools were added such as pincers, lap stone hammer and variety of rubbin
had all failed and it remains or shoemaker in the United States to create the
In 1845, the rolling machine was introduced which replace all the
In 1846, Elias Howe, invented the swing machine. This major invention
In 1858, layman Blake, a shoe maker, invented a machine for swing the
sole o shoes to the upper. This was purchased by Gordon Mckey, who
rubber.
great sum of money to make one shoe making machine, but it finally paid off.
Today one lasting machine can last 1000 pairs or more of shoes in 8 hours a
day.
HISTORY OF
FOOTWEAR IN INDIA
HISTORY OF FOOTWEAR IN INDIA
History of footwear is nearly 5,000 year old when Egypt started covering
the feet of the people who roam about with wooden chappals.
In India, in the ancient period, our ancestors, especially the rishies who
moved about in the forests, wore wooden chappals. There is a mention of king
Bharat putting forth before lord Ram a pair of shoes, crafted from wood and
coated with gold, when despite all requests, Ram refused to accept the throne
of Ayodha.
writings and picutures related with the Induas valley civilization. In the pictures
of men & women & seals recovered from the site, the feet of both mean and
In the Rig-Veda, there is no mention of any covering for foot, but the
Mahabharata (circa 1,000 B.C.), the hides of lions, tigers, deer leopards etc
gives detailed information about upanah, classifying them into nine types of
shoes & chappalssuch as ‘Patbadh’ (keen high gum boots), ‘Ajvishan’ (made
During the Maryan period (3rd Centruey B.C.) many varieties of footwear
came into existence. The Greek historian Arrian writes that shoes made of
white leather were special with Indians and to increase height, Indians used to
During the Shunga period (2nd century B.C.) a class of shoe makers
came into existence. They had specialized in making shoes with good designs
made of red stone (1st century A.D.) has been recovered from Mathura where
In the Gupta period (4th to 6th century A.D.) the demand of footwear
increased greatly and the hides of cows, buffaloes, goats, sheep and wild
animals came into much use. Chappals and shoes of various heights (Up to
the heels, knee or thigh) were in use amongst people from all walks of life. On
their coins, Samudra Gupta and other Gupta kings are depicated wearing
shoes, decorated with flowers. In the paintings of the Ajanta caves, several
FOOTWEAR
MANUFACTURING
PROCESS
FOOTWEAR MANUFECTURING PROCESS
common man who has actually not gone through it. Infect, it involves so many
complicated processes and sub process which one can/t even think of. The
various operation involved in footwear manufacturing may differ from one item
to the other, depending upon the design, material, purpose etc. But, there are
DESIGNING:
Designing is the first and foremost stage which decides the picture of
the product and process and how the end product will look like. Once the
PATTERN DEVELOPMENT:
The design which has been finalized on paper is now transferred on the
standard size o last (a metal, plastic or wooden mould in the shape o the oot
patterns are developed. Sectional patterns are various parts in the shape of
three are various components like, sleeves, pocket, collar etc. Similarly there
are various parts of a shoe for which patterns are developed. These patterns
are used to cut leather components and test their accuracy and fitness. Once
their own hands. But in the latest development, some big organizations have
adopted the CAD-CAM system. The various dimension o the last are
introduced to the computer. The computer then gives the output in the form of
sectional patterns for the desired designs. After finalizing them, they are cut on
GRADDING:
CLICKING OF MATERIAL:
This includes selection of proper material, their cutting and preparing them or
further stages. Here, selection of material required mainly for natural material
such as leather because being a natural material, there may not be uniformity
in the product. So to get a proper quality and uniformity in the finished product,
laboratories or proper testing and selection of almost all materials. Next comes
clicking.
required shape. Mainly, the the upper and bottom materials such as sole,
While cutting, these patterns are placed on the material to be cut (say leather )
and the cutter moves the blade around the edges of the pattern to cut the
required component.
Today, the clicking machines have replaced this job. Clicking machines
may be big or small, depending upon whether the material is light or heavy.
placed on the flat surface. Here metal dyes are used in place of sectional
patterns to be cut. The switch when pressed grings the pressure arm
downwards with force due to which the component is cut. Machine cutting is
very helpful where the cut component has to be very accurate as there may be
there are some perforations or punches in the design, they may be given in the
PRINTING:
mixing up of various components with other sizes and articles. To avoid this,
size number and design number are written on the back side of the component
number etc. this machine contains various alphabets and heated characters
INSOLE MOULDING
This is an operation not found in the hand process. This operation
moulds the insole exactly in the bottom shanpe of the last which facilitates
CLOSING
operations. The material already clicked is the raw material here which is
assembled together to
be converted into upper. This involves various operations which are as under:
SKIVING
the edges of a component. This is done to any bulk material where two
components are combined together. The width and thickness of the substance
removed may differ as per the purpose of skiving, i.e. for underlay, folding etc.
known as “Rampi”. This skilled worker moves the blade on the portion required
to be skived, with varying force depending upon the thickness of the material
to be removed.
inserted from one side and skived component come out from the other side.
sharpened with the moving grinder. Another advantage of this machine is that
the width and thickness of the part to be removed can be set prior to operation
as per the requirement. This gives accuracy and required strength in the
component.
FOLDING
Folding as the word means is to turn and the edge to give the folded
in a pant bottom. AS in pant, the bottom is turned and folded to hide the rough
edges and give a better look, similarly the raw edge to be folded and sticked.
facilitate folding. To stick the turned portion, rubber adhesive mixed with water
is used.
crystal form is filled which melts in the heating chamber and comes from a thin
nozzle which spreads it on the required portion. A folding clip goes on turning
the portion and after a while when the molten adhesive solidifies the two
LINING ATTACHEMENTS
lining material and upper material and they are fixed together and hammered.
material used here is self coated with dry adhesive. When heated, this
adhesive melts and the two surfaces get attached together when the pressure
Punching here is meant for eyelet fitting. A round punch and an eyelet
setter are used for this purpose. The punch of the required size is kept on the
mark and hammered. An eyelet is inserted into this punch and fitted with an
eyelet setter. But in case of eyeleting machine, both the operations took place
in one stroke, i.e. as soon as the punch is made, the eyelet is inserted and
fitted.
on the components where the other component has to come. This gives more
accuracy.
STITCHING
machine may differ depending upon the type or purpose of stitch. There are
flat bed sewing machine, post bed sewing machine cylindrical bed sewing,
zigzag sewing machine, double needle machine, etc. earlier, the machines
were run by foot paddle, but now they are fitted with mechanical motor which
stitching machines. The stitch lengths, point of stitch, speed etc are feeded
and the machine operates itself. These have got a very high speed and can
FINISHING
After the upper components are assembled together to give the shape
of upper. This upper is now ready to be send for next stage i.e. Bottom making
and finishing. But before that, the upper has to be finished, which means any
This is the last stage where the shoe is actually given its shape. This
described as follows:
INSOLE ATTACHEMENTS
placed on the bottom and nailed at two or three points with the help of
hammer. For this purpose, a stapling machine is used which inserts metal
INSERTION OF REINFORCEMENTS
in the toe is known as toe puff and the one in the counter that is above the heel
A solvent activated is also used. This material when dipped in the prescribed
solvent softens and becomes sticky. This is now inserted on drying it becomes
activated plastic sheet of varying thickeness. The machine has two jobs to
in the required shape. The cut reinforcement material is inserted in the upper
and placed on the machine. This heated press comes down with force. Due to
its high temperature, the reinforcement material softens and sticks to the
upper. The high pressure moulds it in the required toe or heel portion.
UPPER CONDITIONIONG
Upper conditioning means making the upper moist and soft so that it
can be stretched and molded on the last easily. For this purpose, there are a
keeping them on the kettle which contains boiling water. The conditioning
machine used for this purpose contains water jars. On heating, very hot steam
LASTING
last stage. Lasting is generally performed in three stages, i.e. for part or toe
part lasting, seat or heel part lasting, and side lasting. Manually lasting is done
by means of iron pinches and nails. The worker doing this job, holds the last
tight between both his feet while sitting on the floor. He places the upper on
the last, holds the edges by means of pincers, pulls and stretches over the last
and inserts a nail so that the upper remains intact to the last. He keeps on
doing it at various points until the whole upper is lasted. This job can also be
done in a standing position where there is no need to hold the last by feet but it
machines. This gives not only uniformity but also high speed of production. But
machine lasting is not done by a single machine, but is done by three different
machines. That is a different machine fore toe part, heel part and side lasting.
First of all, toe part lasting is done followed by heel part and then side. In the
lasting machine, hot melt adhesive is used which may either be polyester or
HEAT SETTING
The purpose of this operation is to heat the lasted upper so that- it takes
the shape of the last properly. In manual production, lasted uppers are simply
kept in sunlight for some hours. For mechanized production, there is a heat
setting machine. In this machine, three is a heat chamber through which the
shoe is passed amidst hot air and steam. The temperature and duration of
REMOVEL OF CREASES
There may be chances that in lasting process there may occur creases
at any point in a shoe. To remove these creases, hot iron is applied due to
which the leather shrinks and the creases are removed. For this purpose, a hot
blower machine is used in mechanized production . This machine gives a very
hot blow of air on the affected are and the creases get removed.
SOLE ATTACHING
on sole and on the bottom of shoe, activating the adhesive and sticking the
machines are used. After applying the adhesive on the sole and shoe, it is kept
for some time to dry up. The shoe and sole are than kept in a heating even to
activate the adhesive and as it is activated, the sole is placed on the bottom
and sticked to it. The shoe is then placed on the sole pressing machine and
FINISHING
and quality of shoe.But commonly, finishing means means cleaning the shoe
and then polishing it. Cleaning means removing the marks, dust, adhesive etc
In manual production, liquid polish of the color of the shoe is first applied
and brushed which gives shining to the shoe. In modern developments, spray
gun or spray chamber is used in which the color and polish in liquid form is
sprayed over the shoe to give it the required color and polish in liquid form is
sprayed over the shoe to give it the required colour and shine. Shoe making
operations come to almost and end here and the shoes are then sent for
Liberty in India’s No. 1 footwear brand and the 5th largest footwear
manufacturer in the World. Liberty produces footwear for the entire family, right
from the toddlers to the young at heart. Liberty Footwear is the only Indian
world with a turnover in excess of U.S.$ 100 million. Producing more thant
A range that is among the largest in the industry, covering virtually every
age group and income category. Marketed across the globe through 150
distributors, 350 exclusive showrooms and over 6000 multi-brand outlets, and
on our healthy and heart-felt respect for the human ethos, which projects itself
in the expectancy and excitement with which one greets the arrival of the new
combined with a sincere and deep regard for the old, which is appreciative of
and adopts at every stage the unique balance between modernization and
tradition.”
trends, styles, beliefs and aspirations of people while maintaining the sanctity
With people as its leitmotif, Liberty has for over 50 years, always stayed
developed the largest range in the industry catering to every income bracket
and age segment. Using the patented ‘Humantech’ approach that combines
the best of talent with the latest in technology. From the price-conscious, value
for money seeking buyer to the trendy, global, price-indifferent customer from
the with it all attitude teenager to the conservative seen it all adult, just about
fashion alloys to the sidewalks with styles that compliment the newest most
happening trends. And also by turning footwear selling into a byword for
experienced in the hundreds of liberty five star showrooms and shoe stations
in India and abroad. But beyond that lies another but equally significant
involvement.
It’s all about making a difference in the lives of thousands of people all
greater honors than that and no bigger reason for walking tall.
Credo
To ensure that the method we use is the latest technology world over.
dedication. The group has built its empire from a small scale business
enterprise to one of the largest shoe manufacturer in India. Karnal based gupta
and bansal families (the founder of liberty group) have also pioneered in
Liberty Shoes Limited, the public ltd. company of the group started
Division, and Liberty Shoes Limited. The group has an annual turnover
of Rs. 400 crorer and anticipates a turnover of Rs. 500 crore by the year
MAJOR MILESTONES
Liberty has developed new material TPE (Thermo Plastic Elastomer) for high
quality formal footwear. This material has better properties than PVC or TPR
It introduced EVA (Ethyl Viny1 Acetate) direct injection molding for the
first time in Asia. The EVA technology uses very light material and the
footwear is made with direct injection system. The footwear weights next to
shoes per day. The group anticipates a production of 75, 000 pairs per day by
Liberty is a pioneer in the area of R & D for footwear and has a number
centers to produce not just faceless shoes dancing down conveyer belts but
shoes with character. So the centers have poured 53 years of research and
continous flow of emotions to redefine the R & D center at Liberty the edge is a
machines for EVA Injection. All the units are interlinked by a SAP computer
excellence.
Liberty has production facilities at following locations:
Libertypuram, Haryana
Gharaunda, Haryana
Karnal, Haryana
Dehradoon, Uttaranchal
PRODUCT RANGE
PRODUCT RANGE
of which has been painstakingly nurtured to cater to its specified target group.
Care has been taken to create a specific indentity for each brand and to
Today, the new range from Liberty is all about style, design, and
comfort. The range imbides the spirit of fun and is trendy to the core. There is
10, today is Synonymous with value for money fashion sports shoes. It is a
symbol of family force of Liberty which has 10 members. Targeted at the age
Group of 13-28 year old boys and men, Force 10 produces over 600,00 pairs
annually. Available in the range of Rs. 350 to Rs.1250, Force 10 looks with
cater to the age group of 21-45 yeas and are a stylish and comfortable
accompaniment to any apparel. The range is amongst the most sought after
during the summer months and over 1,000,000 sandals are produced every
yea. In the price range of Rs. 295 to Rs. 899, Coolers are indeed.
style, comfort, fitting as well as gives special emphasis to the flexiblility of the
footwear. Bright and vibrant colors are to the USP of the range and the
maintenance proof product add value for the children and parents alike.
The products in this category include sandals, infant and toddler range
of unisex shoes, sports shoes, and school shoes. The range is available in the
price range at Rs. 135.00 to Rs. 395.00 and sells over 2,400.00 paris annually.
the House of Liberty. These shoes, meant for toady’s students and executives
in the age group of 18-45, combines the latest trends in formal wear abroad in
prosperous. The Fortune collection produces 600,00 pairs of shoes every year.
Fortune
A symbol of light weight footwear, it gives a feeling of floating in air. It is
colours, designs and price ranges. It is a mass brand of the company. Gliders
beachwear for the age group of 2-45 years. This range has something or the
other to cater to the requirements of children, young men and women. Over
45,00,000 paris of Gliders footwear are produced each year in the price range
amongst young women. Bringing out the flair of each style, Senorita invites
young women in the age group of 14-26 to be comfortable as well as look the
most delicately brought out the latest designs for this brand. Ovwer 4, 50,000
pairs are produced in this range in the price category of Rs. 495 to Rs. 995.
niche of professional sportwear, 15,000 pairs of shoes are created every year
in the price range of Rs. 895- Rs.1695. Geo Sport is important to serious
player.
age group 21-45 years comprise Warrior, because of its solid sturdy looks,
Warrior is also becoming quite a rage with the young boys and men. The
products line is available from Rs. 685-1195 and sells 4, 00,00 paris annually.
Windsor provides casual and formal shoes for the young executive in
the age group of 21 to 40 years. This brand caters to the need for power
dressing for the young executives and allows the busy executive to make a
shoes over long periods every day, in keeping with the hectic lifestyles today.
Over 750,000 paris of Windsor are produced annually in the price range of RS.
ons and sandals. This range is synonymous with comfort, durability and neat
styling. Targeted at ladies in the age group of 24-40 years, this range sells
7,50,000 pairs annually. Available in the price range of Rs. 325 to Rs. 550
throughout the year. Special marketing communication mix are devised for
special occasions like Diwali, ID, Christmas etc. company promotes its
products by adding value to the lifestyle and a part of the ambitions. It aims at
can relate themselves with the company. However, for promotion of its
showrooms.
What is a customer ?
person or by mail.
MARKETING
groups obtain what they need and want through creating, offering, and
Philip Kotler
needs wants demands, products (Goods, Services and Ideas), values, cost,
satisfaction, exchange, transaction, relationship, and networks, markets, and
marketers.
philosophy that makes waves during 1950’s. The marketing concept holds the
INTEGRATED MARKETING
levels. First, the various marketing. Integrated marketing works on two levels.
First, the various marketing functions like sales force, advertising, products
Marketing does not work when it is merely department. It works only when all
SOCIETAL MARKETING
determine the needs, wants, and interest of target markets and to deliver the
that preserves or enhances the consumer’s and the society’s well being
The societal marketing concept calls upon marketers to build social and
ethical considerations into their marketing practices. They must balance and
consumption.
Consider the purchase of an automobile. You generally will not consider
different options until some event triggers a need, such as a problem needing
potentially expensive repair. Once this need has put you “on the market”, you
begin to ask your friends for recommendations regarding dealerships and car
models. After visiting several dealerships, you test drive several models and
finally decide on a particular mode. After picking up your new car, you have
doubts on the way home, wondering if you can afford the monthly payments,
but then begin to wonder if instead you should have purchased a more
expensive but potentially more reliable model. Over the next five year, the car
has several unexpected breakdowns that lead you to want to purchase a
different brand, but you have been very happy with the services of the local
dealership and decide to again purchase your next care there.
In this particular case, the following generic model of consumer decision
making appears to hold:
Need recognition
Information search
Evaluation of alternatives
Purchase decision
this product when you do your grocery shopping once per week. You have a
favorite brand of orange juice and usually do your grocery shopping once per
week. You have a favorite brand of orange juice, you always go to the same
place in the store to pick it up, and never notice what other brands are on the
shelf or what the prices of other brands are. How is it that the generic model
above works differently in this second scenario ? Why does it work differently ?
Why would we generally need the ministrations of a sales person in the sale of
a car, but we generally do not need the help of a salesperson in the purchase
of orange juice ?
How can the marketer of orange juice get a consumer like you to exert
it that the marketer of your brand got you to ignore alternative competing
researchers are not so interested in studying the validity of the above generic
model, but are more interested in various factors that influence how such a
model might work and what are the factors, which influenced consumer-buying
behavior.
Group
- e.g., cultural, family, reference group influence
Environmental/situational
- e.g., time of day, temperature and humidity, etc.
• Internal
The set of basic values, beliefs, norms, and associated behaviors that
Note that culture is something that is learned and that it has a relatively
U.S. must react to different couples that are considering the purchase o a car.
In some subculture, the husband will play a dominant role in the purchase
Social Class
A group of individuals with similar social rank, based on such factors are
Reference Groups
Groups, often temporary, that affects a person’s values, attitude, or
behaviors.
consumers. For example, some people are “optimizers” who will keep
shopping until they are certain that they have found the best price for a
particular item, while other people are “satisfiers” who will stop shopping when
they believe that they have found something that is “good enough” I you are a
salesperson in a retail shoe store, how might you work differently with these
two personalities ?
• Manifest
• Latent
The purchase of a car is much more risky than the purchase of a quart of
Routine problem
Satisfaction
After the sale, the buyer will likely feel either satisfied or dissatisfied. If
the buyer believes that he received more in the exchange than what was paid,
than what was paid, then he might feel dissatisfied. Disatisied buyers are not
likely to return as customers and are not likely to send friends, relatives, and
acquaintances. They are also more likely to be unhappy or even abusive when
warranty maintenance.
cross-sectional study has been used here. Information has been collected from
nature, because only one sample respondents is drawn from the target
population.
Data collection:
Questionnaire:
consists of questions that are judicious mix of both close-ended and open
ended questions. As the study was to study the choice criteria to decide upon
a company for shoe purchase and accordingly prepare the competitive update,
i.e. Liberty Vs others, hence open-ended question were necessary to get inner
The result obtained and data analysis is based on the questions framed
Appearance
Look
Color
Quality
Usage
Price
Durability
Reliability
Efficiency
Performance
Dealers behavior
customers was selected and then intervened personally. The result has been
In the questionnaire it was asked to the customer for what reasons they
have purchased Liberty. The reasons may include price, reputed company,
quality, utility, design. With the following graph we can obtain the results.
45
41
40
35
30
25 22
19
20
15
10
10 8
0
Quality Utility Reputated Desin Price
company
Thus it has been observed that most of the customer’s have purchased
Liberty because of reputed company is 19% has been given least priority with
8% only. Thus the efficiency is the main criteria for the selection of Liberty.
Q. Customer opinion about the overall attributes of the Liberty?
1. Appearance
interesting and boring. The customers are required to give their opinion on
Fairly boringNeither
3%
Very boring 3%
10%
Very interesting
49%
Fairly interesting
35%
From the above chart we can derive that majority of customer say that
interesting while 35% finds it fairly interesting. Only 10% of customers finds it
very boring and fairly boring respectively. Only 3% of the customers finds it
newer boring the interesting. So it can be concluded that almost all of the
With the help of this attribute we can analyze whether the customer are
satisfied with the color of Liberty shoes produced by the company. Are they
satisfied with the color combination of the shoe they have purchased? Thus
attribute is based upon two criteria i.e. suitable and unsuitable. This can be
25
20
16
15
11
10 7
0
Very suitable Fairly suiable Neither Fairly unsuitable Very unsuitable
satisfy with the color combination of their shoe. 35% of customers found it very
suitable whereas 31% of customers found it fairly suitable 16% of the customer
found it neither nor unsuitable 11% found it fairly unsuitable and 7% found it
very unsuitable.
Quality
The quality of the shoe can be determined on the bases of the two
derivates i.e. good and bad. The customers are asked to give their opinion
whether the liberty’s quality is good or bad. This can be analyzed with the help
Very bad, 7%
Neither , 12%
customer are satisfied with the quality of their shoe in which 39% found the
quality fairly good whereas 31% found quality very good 12% quality neither
bad nor good 11% of the total customer found quality fairly bad and 7% of the
are as follows:
Price
Durability
Performance
Efficiency
Reliability
Dealer’s behavior
The above attributes are the tools in analyzing the satisfaction level of the
customer with the help of chart and the graph. I have shown what the
customer feels about shoe. In the upcoming pages each and every
about the price while purchasing the product. In the same way the company
should also keep in mind the price of that product and quote the price of the
product in such a way so that the customer easily accept it. With the help of
the following we can find whether Liberty has succeeded its customer with its
price tag.
Average , 13%
Satisfied , 40%
Dissatisfied , 47%
From the above graph we can see that only 40% of the customers are
fully satisfy with the price of the tractor while 13% find it average. Majority of
Customer i.e. 47% are not satisfy with the price. The majority of customers are
mainly from rural markets and they find it quite hard to spend such an amount
on the shoe. So it is difficult for them to afford the heavy prices of the shoe.
DURABILITY
derivates i.e. satisfy average and dissatisfied with the help of the following
graph we can find out whether the customer are satisfied with the durability of
80
70
70
60
50
40
30
18
20
12
10
0
Satisfied Average Dissatisfied
From the above graph we conclude that 70% customer are find
durability of the shoe satisfactory while 18% customer finds the durability
the above attributes are with the help of the following graph of the following
Dissatisfied ,
15%
Average , 25%
Satisfied , 60%
From the above graph we may conclude that 60% o the customer find
the reliability of the shoe satisfactory while 25% o the customer find the
reliability of the shoe average. Only 15% of the customers are dissatisfied with
reliability of the shoe.
EFFECIENCY
One of the characteristics of the any durable product is its efficiency so
is in a shoe. It was asked to the customers whether the shoes are efficient or
not efficient in this case it can be analyzed on the bases o three derivatives i.e.
satisfied, average and dissatisfied. With the help o the following graph we can
find out what customer say about its efficiency.
Dissatisf ied
15%
Satisfied
46%
Average
39%
From the above graph we may conclude that 46% customer find the
efficiency of the shoe satisfactory while 39% find it average. Only 15%
customers are dissatisfied with the efficiency.
PERFORMANCE
satisfaction level of the customer. With the help of the following graph we may
find out whether the customers are satisfy with Liberty’s performance or not.
60
50
40
30
20
10
0
Satisfied Avera dissatisfied
From the above graph we may conclude that majority of the customer
are satisfied with the performance of the shoe. The percentage of the satisfied
Whether the dealer is maintaining proper relation or not. From the following we
can find out whether retailers are satisfy with the dealer or not.
11%
Dissatisfied
22%
Satisfied
Average
67%
From the above graph we may conclude that majority of the retailers are
dissatisfied with the dealers behaviour 22% retailers find the behaviour
satisfactory while 11% finds it average but 67% of the retailers are dissatisfied
The survey conducted has put forth many interesting in the market.
• New entrants in the market are pushing their product very aggressively.
• It has been observed that most of the customers were not aware with
• Design of Liberty’s product is not that mush effective. People find that
• Customers usually add his shoe with his lifestyle as now they don’t want
• Most of the consumers were satisfied with the product’s raw material
product.
• Most of the retailers were not satisfy with dealer’s behaviour. They said
product.
decision.
• On the utility front, liberty score high. It has a very good usability
Major findings of this survey said that company is losing its position in the
market slightly. Still company has a very good prestige in the market.
Company can make full of that prestige but it has to do something special to
The survey conducted has put forth many interesting findings in the
suggestions.
• The market is, by and large, unaware about the features and quality of
• The company has the option of reducing the cost of production, so that
marketing strategy
• Customer’s fith.
• Economies of scale
• Infrastructure
• Leaders in quality
WEAKNESS
OPPURTUNITIES
our country.
• Existing successful products of company.
• Globalizaion
THREATS
• Due to lack of good design of products and good after sales service th
company can lose hir customer to other companies who provide good
• Unforeseen conditions.
CONCLUSION
CONCLUSION
customers on few aspects. Although the company offers very good products
quality but slightly on a higher price, and few problems like unattractive
Reebok, bad color combination, effective presence only in northern part of the
country are few problems with the Liberty. Lack of good advertising &
promotional Strategies has made Liberty to fall little low in the number game.
to latest fashion and trends in the apparels market. Company is facing stiff
competition from Action, Lakhani, Bata, Red Tape, Lee cooper Red Chief,
Nike, Adidas, Reebok. Apart from hat company can indulge in promotional
without difficulties. I also faced many difficulties while doing the project. And
Due to paucity of time, the sample size taken was small (150).
The result may have been influenced by the composition of the sample
I had to study the choice criteria to decide upon a branded shoe and
companies. I have got 25 days to complete the study. So, he time period
The people were generally very busy and so, it was really very difficult
to get time from them to fill-up the questionnaires. Also, hey were very
The sample may not give true picture about the entire population.
BIBLIOGRAPHY
BIBLIOGRAPHY
• Research metholodgy-Kothari-C.R.
• Footwear Digest
• World footwear
• www.libertyshoes.com
• www.google.com
APPENDIX
Questionnaire
(15-25)
(25-40)
(40-55)
(Over 55)
(2) Occupation ?
Student
Professional
Service man
Business
Leather Shoe
Sports Shoes
Sandal
Chappal
Belly
Branded
Local made ]
Adidas
Lee cooper
Nike
Red tape
Reebok
Bata
Lakhani
Liberty
Woodland
Leather _________________________
Sports __________________________
(9) What things you see before purchasing a shoe ?
1- Price
2- Quality
3- Brand Name
4- Design
5- Previous Experience
(11) What are the main things you like about liberty ?
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