Project Report

On

Consumer behavior regarding various branded shoes

Submitted in Partial Fulfillment

Of the Requirement

Of Bachelor of Business Administration

Project Guide Submitted By

Dr. Suniti Chandiok Ankit Khokhar

Associate Professor 00250501716/ (2016-2019)

Submitted To:

Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi

(Affiliated to Guru Gobind Singh Indraprastha University)

1
 DECLARATION

I hereby declare that this Final Research Project Report CONSUMER

BEHAVIOUR REGARDING VARIOUS BRANDED SHOES titled submitted

by me to Banarsidas Chandiwala Institute of Professional Studies, Dwarka is a

bona-fide work undertaken during the period from January 2019 to April 2019

and has not been submitted to any other University or Institution for the award

of any degree diploma / certificate or published any time before.

(Signature of the Student)

Date: / / 2019
Name: Ankit Khokhar
Enroll. No: 00250501716

2
 BONAFIDE CERTIFICATE

This is to certify that as per best of my belief the project entitle “CONSUMER
BEHAVIOUR REGARDING VARIOUS BRANDED SHOES ” is the bona-
fide research work carried out by (Ankit Khokhar, #00250501716 )student of
BBA, BCIPS, Dwarka,New Delhi during January 2019–April 2019, in partial
fulfillment of the requirements for the Degree of Bachelor of Business
Administration.

He has worked under my guidance.

--------------------
Name: Dr. Sunit Chandiok
Research Project Guide
Date:

Counter signed by

-------------

Name:
HOD / Director
Date:

3
 ACKNOWLEDGEMENT

It is really a matter of pleasure for me to get an opportunity to thank all the

persons who contributed directly or indirectly for the successful completion of
the project report, CONSUMER BEHAVIOUR REGARDING VARIOUS
BRANDED SHOES. I am thankful to my faculty guide Dr. Sunit Chandiok
for being a source of support during this major report project.

Ankit Khokhar

00250501716

(2016-2019)

4
 TABLE OF CONTENTS

Table of Contents

S.No. Title Page No.

1. Chapter 1
 Introduction 7-12

2. Chapter 2
 Research Objectives 12-13
 Research Questions
3. Chapter 3
 Literature Review 14-17
4. Chapter 4
 Research Design
 Sampling 18-20
 Data collection

5. Chapter 5 21-28
 Data Analysis
6. Chapter 6
 Findings and conclusion 29-30
 Limitations of the study

7. Chapter 7
 Bibliography 31-37
 Annexure

5
 EXECUTIVESUMMARY

The project was started after knowing all the relevant information about the shoe industry,
under the guidance of Dr. Suniti Chandiok (project guide). Chapter 1 tells us about what
consumer perception means and also about footwear and different types of footwear.

Chapter 2 involves the objectives of the research and what are the research questions. To
collect the information the method of personal interviews and questionnaire was used. At the
same time the respondents were being made aware about different shoes brands.

A sample of 50 respondents was taken to study the perception of consumers towards different
types of footwear, questionnaire was prepared and distributed among different age group
people and data was analysed.

6
 CHAPTER-1

INTRODUCTION

7
Consumer behaviour is the study of how individual customers, groups or organizations select,
buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to
the actions of the consumers in the marketplace and the underlying motives for those actions.
Marketers expect that by understanding what causes the consumers to buy particular goods
and services, they will be able to determine—which products are needed in the marketplace,
which are obsolete, and how best to present the goods to the consumers.
The study of consumer behaviour assumes that the consumers are actors in the marketplace.
The perspective of role theory assumes that consumers play various roles in the marketplace.
Starting from the information provider, from the user to the payer and to the disposer,
consumers play these roles in the decision process.
The roles also vary in different consumption situations; for example, a mother plays the role
of an influencer in a child’s purchase process, whereas she plays the role of a disposer for the
products consumed by the family.
Some selected definitions of consumer behaviour are as follows:
1. According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions and
decision processes of people who purchase goods and services for personal consumption’.

Perception is a process by which individuals organize and interpret their sensory impressions
in order to give meaning to their environment. However, what one perceives can be
substantially different from objective reality. It need not be, but there is often disagreement.
For example, it’s possible that all employees in a firm may view it as a great place to work-
favorable working conditions, interesting job assignments, good pay, an understanding and
responsible management – but , as most of us know, it’s very unusual to find such agreement

FACTORS THAT INFLUENCE PERCEPTION:

A number of factors operate to shape & sometimes distort perception. These factors can reside in the
perceiver, in the object or target being perceived, or in the context of the situation on which the
perception is made

a) Factors in the perceiver –

 Attitudes

 Motives

8
  Interests

 Experience

 Expectations

b) Factors in the situation –

 Time

 Work setting

 Social setting

c) Factors in the target –

 Novelty

 Motion

 Sounds

 Size

 Background

 Proximity

 Similarity

ABOUT SHOES?

A shoe is an item of footwear intended to protect and comfort the human foot while doing
various activities. Shoes are also used as an item of decoration. The design of shoes has
varied enormously through time and from culture to culture, with appearance originally being
tied to function. Additionally fashion has often dictated many design elements, such as
whether shoes have very high heels or flat ones. Contemporary footwear varies widely in
style, complexity and cost. Basic sandals may consist of only a thin sole and simple strap.
High fashion shoes may be made of very expensive materials in complex construction and
sell for thousands of dollars a pair. Other shoes are for very specific purposes, such as boots
specially designed for mountaineering or skiing.

9
Shoes have traditionally been made from leather, wood or canvas, but are increasingly made
from rubber, plastics, and other petrochemical-derived materials.

Until recent years shoes were not worn by most of the world's population—largely because
they could not afford them. Only with the advent of mass production, making shoes available
very cheaply, has shoe-wearing become predominant.

The foot contains more bones than any other single part of the body. Though it has evolved
over hundreds of thousands of years in relation to vastly varied terrain and climate
conditions, the foot is still vulnerable to environmental hazards such as sharp rocks and hot
ground, which shoes can protect against.

Sole

The bottom of a shoe is named the sole.

Insole

The insole is the interior bottom of a shoe, which sits directly beneath the foot. Many shoes
have removable and replaceable insoles, and extra insoles are often added for comfort or
health reasons (to control the shape, moisture, or smell of the shoe).

Outsole

The outsole is the layer in direct contact with the ground. The material of the outsole depends
on the function, dressiness, and quality of the shoe, but is generally very durable material,
since it experiences the most stress. Dress shoes have leather outsoles; casual or work-
oriented shoes have outsoles made of natural rubber or a synthetic imitation. The outsole may
comprise a single piece, or may comprise separate pieces of different materials. Often the
heel of the sole is rubber for durability and traction, while the front is leather for style.
Specialized shoes will often have modifications on this design: athletic cleats have spikes
embedded in the outsole to grip the ground; many kinds of dancing shoes have much softer or
harder soles. These soles can be as hard as concrete, and very sturdy.

Heel

The bottom rear part of a shoe is the heel. These come in a variety of sizes and are usually
made to support the large stresses applied to the heel of the foot. They are often made of the
same material as the sole of the shoe. This part can be high to make the person look taller, or
flat.

10
Vamp, or upper

Any shoe has an upper part that helps hold the shoe onto the foot. In the simplest cases, such
as sandals or flip flops, this may be nothing more than a few straps for holding the sole in
place. Closed footwear, such as boots, sneakers and most men's shoes, will usually have a
more complex upper. This part is normally decorated or is made in a certain style to look
fashionable and attractive for the buyer.

Accessories to shoes

 Shoe horn - can be used to insert a foot into a shoe by keeping the shoe open and
providing a smooth surface for the foot to slide upon

 Shoe tree - placed inside the shoe when user is not wearing it, to help maintain the
shoe's shape

 Shoe polishing equipment:

 Shoe polish - a waxy material spread on shoes to improve appearance,

glossiness, and provide protection

 Shoe brush and polishing cloth - used to apply polish to shoes

 Overshoes or galoshes - a rubber covering placed over shoes for rain and snow
protection

 (Orthopedic) shoe insert - insert of various materials for cushioning, improved fit, or
reduced abrasion. These include padding and inner linings. Inserts may also be used
to correct foot problems

 Shoe bag - a bag that protects shoes against damage when they are not being worn

 Shoe stretcher - a tool for making a shoe longer or wider or for reducing discomfort in
areas of a shoe

 Snow shoe - a wooden or leather piece which increases the area of ground covered by
the shoe

11
 CHAPTER-2

RESEARCH OBJECTIVE

12
OBJECTIVES

The research study tends to follow and achieve specific objectives.The objectives of this
particular study are:-

To know the personal views of “Delhi” people regarding choices among various branded
shoes.

To study which branded shoes is mostly preferred by people as per their choices.

Comparison between various branded sport shoes.

Find out factor influencing the people at the time of purchasing sport shoes

RESEARCH QUESTIONS

What is a research question?

A research question is the question around which you center your research. It should be:

clear: it provides enough specifics that one’s audience can easily understand its purpose
without needing additional explanation.

focused: it is narrow enough that it can be answered thoroughly in the space the writing task
allows.

concise: it is expressed in the fewest possible words.

complex: it is not answerable with a simple “yes” or “no,” but rather requires synthesis and
analysis of ideas and sources prior to composition of an answer.

arguable: its potential answers are open to debate rather than accepted facts.

You should ask a question about an issue that you are genuinely curious and/or passionate
about.

1. Which brand does you like the most?

2. Are you aware about different brand of shoes?
3. How often do you consider different feature of brands while purchasing?

13
 CHAPTER-3

LITERATURE REVIEW

14
The customers creates a very important role in various selection ideology process and make
a perfect coordination aspects regarding their demanding analytically process being establish
and make a perfect order of relation agenda according there match of matter, that what they
want customers relation creates a positive area where which a separate rule of ideas make a
perfect conduction of result according to there selection thoughts may be in a individual
ideology agenda and departments making relation depends on how they want to be in a
matching criteria aspects of demand Brand loyalty mainly affects the selection of a footwear
according the customer satisfaction and make a proper allotment of relation between
customer satisfaction and brand loyalty which creates a proper agenda and establish what to
be found of out in a proper manner of selection idea when they need to be in a range of
being in there of which is being creates a normal relation of thoughts what they want in a
proper brand area and satisfied themselves and creates a proper making relational aspect of
natural phenomena and that want to be in a relational markets range that would be a manage
themselves in a particular brand way or in brand soldier that defend their brand selection
thoughts from others which mainly specify what mainly need to be know and make
assurance of making relational aspects to a proper brand and always be there in a range that
particular area of brand that becoming a relational aspects and creates this by a brand loyalty
and customer satisfaction which is being in a range of acting thoughts that they want. Service
maintenance directly affects to a behavioural intention towards selection of which they need
of in various use of matters or product that make a proper management of a service quality
aspects of thoughts of ratio that may be in a proper make a assurance of creational idea that
make positive relation between giver and receiver that may be in a trying aspects o in a
thoughts aspirant would be in a coordination demand making a believing nature of service
quality according consumer demand and should have a proper allotment of nature that may
be in a creational and when they need to be invariance in nature creates of allot mental
demand and that would be in construct in various field of assessment in demanding creation
which may be depend on service marketing theory which relational charting to be in
behavioural intention. Relational aspect mainly in between customer satisfaction and brand
loyalty mainly influenced by empirical findings and make assurance of demand ratio of
which of many research miss this one and mainly fin by this research and creates of better
of choice and relational inspecting and may be in making a ratio of range in a proper aspects
of relation that may be in a thought or logistic idea that would be in a range of consumer
which mainly influence their nature of thoughts that when one consumer interacts and
demand in something in order of way which may be in creational long term in border of

15
nature that make in several conduct of process that would be in forming and would be in
privilege to a order of things that may be in assuring a creational knowledge of relation
between customer satisfaction and brand loyalty. Consumer purchase thoughts and intention
has a large aspects of demand that may be and introduce which develop their relational
aspects of chance of making decision that make a coordination and changing area of which
they need to be know that what type of creational making of branching is mainly focused on
what they need to know and what they want which is mainly be depend on their situation
which demand of product of ratio an in any field of selection and make relational chance of
create when they need and sole of their choice may be in there mind of creation or not to be
in rational range that maintain their service quality and relation with consumer satisfaction.

Product categories which relate with customer satisfaction and due to which they compare the
individual and group thoughts of aspects and make a proper arrangement of distribution and
may be in as a compact trough when they and contact with which we use as a comparing
growth of network and make that individually and depends on how they collapse with
collection of individual thoughts regarding their selection thoughts. In the customer
judgmental thoughts in which way of perception that they insure by various selection and
making a proper arrangement according various demanding confidential and allocation
making of arrangement according there need and demanding thoughts which should be in a
nature of what they need, want and select that would be according to in various systematical
way in where there mind say to arrange and make a proper selection process of footwear
product and create a list of preference and which we need to be know and quality assurance
and customer judgmental thoughts directly related to perception of a customer for a particular
product. To be finding out the quality, customer satisfaction, brand reputation and brand
loyalty is mainly to be in a nature of integration and make this to be informational area of
demand that make a proper arrangement of creational and that should be examine by every
research of product selection and customer satisfaction of creator to which they need to know
about various relational and maintenance of assurance of creational and demand that maintain
their relation aspect ratio of which they know about various proper arrangement of when
grant and main aim to be promote to the relation of customer. Brand equity followed a
various range of selection process and make a relation with customer according there need
and demand and which in mainly which we properly manage and take in a brand reputation.
Demand of branded footwear which influence by price and faith in brand is mainly affect and

16
create a large aspects of creational thoughts of older and younger people which is constructed
in brand at top level of significant and make their demands in market area. Price of footwear
is the major factor which influence the footwear selection by customer’s high price directly
affects most of the customer’s footwear purchase and demand according to their need and
buying power. This literature suggest that the comfort of footwear is protect the footwear
injuries and create a better foot health, footwear comfort is a major factor that influence the
footwear selection and determined by the buyer thoughts which is greatly make a
satisfaction. Footwear fitting are one of the greatest important customer satisfaction in buying
shoes. In a way of improve footwear fit the foot design, shape and footwear fitting that have
been evaluated. Footwear fitting is one of the major factors of footwear selection by male and
female both which influence is one of the major factors of footwear selection by male and
female both which influence footwear purchasing criteria. Suitability of footwear is an
important factor for footwear without which injuries may happen.

According to this finding we can say that females choose running/walking footwear including
design characteristics which is mainly focused on decrease of coronal plane ankle in a
manner to decrease the injuries incidents. Foot position and stability with foot relaxation
mode depends mostly with foot sole foot awareness is focusing causally to stability, so the
shoes with hard, thin soles provide and protect better stability for customers than those with
thick, soft midsoles. The sum total of the footwear selection is also focusing on “light-
weight”, “color”, “heel” which also influence the mind of the customers that what they want
on that factors.

17
 CHAPTER-4

RESEARCH DESIGN

18
The research design adopted by me for reaching down the most appropriate conclusion is
exploratory in nature. Exploratory research has the goal of formulating problems more
precisely, clarifying concepts, gathering explanations, gaining insights and forming
hypothesis. Exploratory research can be performed using a literature search, surveying certain
people about their experiences, focus groups and case studies. When surveying people,
exploratory research studies would not try to acquire a representative sample, but rather seek
to interview those who are knowledgeable and who might be able to provide insights
concerning the relationship among variables. Exploratory research may develop hypothesis,
but it does not seek to test them. Exploratory research is characterized by its flexibility.

SAMPLING

Sample Size: Data is collected from 50 respondents.

Sample Frame: A Sampling frame consists of a list of item from which the sample is to be

drawn. The sample frame for this research constitutes all the generation.

Sampling Technique: Simple Random Sampling method was adopted.

DATA COLLECTION

Questionnaire is used as an instrument for Data Collection.

DATA ANALYSIS METHOD

Microsoft Word, Microsoft Excel

RESULT REPRESENTATION TECHNIQUES

Graphs – Pie Chart, Bar graph

Simple Percentage

19
 LIMITATIONS OF THE STUDY

While surveying I encounter with some problems like-

A survey should involve a larger sample size otherwise the findings of thesurvey can, not
be generalized.

But a larger sample size may increase the time and cost of collecting theprimary data with
the help of Questionnaire.

In some of the retail showroom it is not allowed to get the questionnairefilled.

Many of the respondents were not willing to fill the questionnaire.

Some people were not willing to respond and few of them who respondedwere in hurry
hence the active participation was lacking. Due to which Ifaced difficulties in collecting
information’s regarding our questionnaire.

Another problem which I face was that people were hesitating to given information about
their views freely.

20
 CHAPTER-5

DATA ANALYSIS AND INTERPRETATION

21
AGE

Age considered as an important factor which affects the buying habits of individuals like as
preferences of young persons are differ as compared to old ones.

AGE (IN YEARS) FREQUENCTOF PERCENTAGE OF

RESPONDENT RESPONDENTS
15-25 23 46
26-35 27 54
Table.1

AGE OF RESPONDENT

54%
%OF RESPONDENT

52%

50%
54%
48%
26-35
46%
46% 15-25
44%

42%
15-25 26-35
AGE

Fig.1
INTERPRETATION: Analysis indicate that out of 50 respondents 23 persons belongs to age
group between 15-25 and another 27 persons belong to age group of 26-35 years old.
Teenagers like to wear sports shoes and younger people prefer to wear formal shoes.

EDUCATION LEVEL OF RESPONDENTS

Education greatly influenced the choice, preference and habit of a person. Many living habits
learn from education. Education makes him aware about the running fashion.

EDUCATION LEVEL FREQUENCTOF PERCENTAGE OF

RESPONDENT RESPONDENTS
U. GRADUATE 19 38
GRADUATE 16 32
POST GRADUATE 5 10
ANY OTHER 10 20

22
 Table.2

Fig.2

INTERPRETATION: Studies revealed that 38% respondents are under graduate and they
prefer to wear sport shoes. There are 32% persons are graduate and they wear shoes
according to latest fashion and 10% respondents are post graduate and they prefer to wear
formal shoes. There are 20% respondents who belong to another field of courses.

TYPE OF FAMILY
Family is a group comprising a husband and wife and their dependent children, constituting a
fundamental unit in the organization of society.

TYPE OF FAMILY FREQUENCY OF PERCENTAGE OF

RESPONDENTS RESPONDENT
NUCLEAR 27 54
JOINT 23 46
Table.3

23
 TYPE OF FAMILY

54%

52%
%OF RESPONDENT

50%

48% 54%

joint
46%
NUCLEAR
44% 46%

42%
NUCLEAR JOINT
TYPE OF FAMILY

Fig.3

INTERPRETATION: Family plays an important role in decision making. Data consists of

54% nuclear families where family members take their own decisions and have enough
money to spend. There are 46% respondents come from joint families and they take buying
decision according to budget of the family.

MARITAL STATUS
Marriage is a social union or legal contract between people that creates kinship.

MARITAL STATUS FREQUENCY OF PERCENTAGE OF

RESPONDENTS RESPONDENT
MARRIED 19 38
UNMARRIED 31 62
.

24
 Table.4

MARITAL STATUS
70%

60%
% OF RESPONDENT

62%
50%

40%
38%
30%
UNMARRIED
20%

10% MARRIED
0%
MARRIED UNMARRIED
MARITAL STATUS

Fig.4

INTERPRETATION: Data consists of 38% married respondents who buy branded shoes
after considering price and other attributes of the product. And another 62% respondent takes
their own decision and they spend money according to their will.

INCOME LEVEL
For household and individual income is the sum of all the wages, salaries, profits, interest’s
payments, rents and other forms of earning received in a given period of time?

INCOME (IN 000) FREQUENCY OF PERCENTAGE OF

RESPONDENTS RESPONDENT
5-10 10 20
10-15 12 24
15-20 13 26
20&ABOVE 15 30
Table.5

25
 FAMILY INCOME
30%
% OF RESPONDENT

25%
20%
15% 26% 30%
20% 24%
10%
5%
0% %OF RESPONDENT

INCOME LEVEL

Fig.5

INTERPRETATION: Data indicate that 20% belong to income category of Rs 5-10and 24%
fall between Rs 10-15. There is 26% fall between income categories of 15-20. And another
30% come under income group of 20&above. Low income group prefer to wear unbranded
shoes

TYPE OF SHOES LIKE TO WEAR

Type of shoe a customer wants to wear depends upon his choice and profession.

TYPE OF SHOES FREQUENCY OF PERCENTAGE

OF RESPONDETS
RESPONDENT
FORMAL 20 40
SPORTS 14 28
CASUAL 12 24
ANY OTHER 4 8

Table.6

26
 8%
FORMAL

24% 40%
SPORTS

CASUAL

ANY
28% OYHER

Fig.6

INTERPRETATION: It is analyzed that 40% peoples prefer to wear formal shoes and these
shoes are mostly referred by businessmen and professionals.
Sports shoes are first preferred by young hunks, sportsmen and college going students.
Casual shoes are worn on special occasions.

PRESENT CONSUMERS OF BRANDED SHOES

Branded shoes represent status symbol of a person in the society.

RESPONSES FREQUENCY OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
YES 34 68
NO 10 20
INDIFFERENT 6 12
Table.7

27
 present consumers of branded
80%
70% shoes

%of respondents
60%
50%
40%
68%
30%
20%
10% 20%
12%
0%
yes no indifferent
Responses

Fig.7

INTERPRETATION: The analysis showed that 68% consumers like to wear branded shoes.
There are other 20% consumers who never wear branded shoes and 12% not even conscious
about branded shoes.

28
 CHAPTER-6
FINDINGS, SUGGESTIONS AND CONCLUSION

RESEARCH FINDING:
After assessing the overall market scenarios what came in picture was as follows:
 Consumer reaction suggests that Adidas is the marker leader among all its close
counterparts in the sport shoes and apparel segments.
 NIKE is chasing its position most aggressively so now it requires maintaining its
position with new stuff.
 ADIDAS has been major competitor for NIKE and REEBOK.
 60% Customers are still pro NIKE believer.
 The new stuff of the ADIDAS is attracting the consumers more which might lead
ADIDAS at the top spot in the pack in coming financial year.
 Consumers are not showing that kind of craze in ACTION for past few years.
 Probably it could be because of the aggressive attention snatched by brands like NIKE
and ADIDAS especially in India.
 Celebrities also affect the sale of brand .ADIDAS shoes promoted by David
Beckham.
 72% respondents take their buying decision after considering the advertisement of
brand.
 Most of respondents prefer to purchase shoes from exclusive showrooms.
 Businessman, serviceman and professionals prefer to wear formal shoes because of
status and students like to wear only sports and casual branded shoes.

SUGGESTIONS:

 Department 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.
 Seasonal promotion campaigns, like special discounts and advertisements, could be
employed. New lines of collections should be introduced for festivals.

 The prices of branded shoes must be reduced to increase sales.

29
 Conclusion

“THE BOTTOM LINE” OF THE MARKET RESEARCHSPEAKS THAT BRANDED

SHOES IN INDIA HAS BEEN INCREASING ON DAY BY DAY BASIS.
THAT SOUNDS GOOD FOR INTERNATIONAL AS WELAS DOMESTIC MARKET

30
 CHAPTER 7
Bibliography

Journals

 Bloemer J.M. and Kasper H.D. (1995). The complex relationship between consumer
satisfaction and brand loyalty. Journal of economic psychology, 16(2), 311-329.
 Taylor S.A. and Baker T.L. (1994). An assessment of the relationship between service
quality and customer satisfaction in the formation of consumers' purchase intentions.
Journal of retailing, 70(2), 163-178.
 Selnes F. (1993). An examination of the effect of product performance on brand
reputation, satisfaction and loyalty. European Journal of marketing, 27(9), 19-35
 Canniere, M. H., Pelsmacker, P., & Geuens, M. (2009). Relationship quality and the
theory of planned behavior models of behavioral intentions and purchase behavior.
Journal of Business Research, 62, 82–92.
http://dx.doi.org/10.1016/j.jbusres.2008.01.001
 Ling, G. (2009). Understanding consumer purchasing behavior regarding luxury
fashion-related goods (Unpublished doctoral dissertation). The Hong Kong
Polytechnic University. Retrieved from
http://repository.lib.polyu.edu.hk/jspui/bitstream/10397/3954/2/b23216323_ir.pdf

31
 ANNEXURE

QUESTIONNAIRE

PERSONAL PROFILE

I. NAME :

II. AGE :

III. ADDRESS :

IV. TELEPHONE :

V. OCCUPATION :

VI. EDUCATION

Under Graduation Graduate

Post Graduate Any other

32
VII. TYPE OF FAMILY

NUCLEAR Joint Family

VIII. MARITAL STATUS

Married Unmarried

Any other

IX. FAMILY INCOME (RS. Per-month)

5000-10000

10000-15000

15000-20000

20000 & above

1. Which type of shoes do you like to wear?

Formal Sports

Casual Any Other

2. Do you wear Branded Shoes?

33
Yes No

Indifferent

3. Are you Aware about the following Brands of Shoes ?

Nike Adidas

Action Reebok

Any Other

4. Which Brand does you like the most?

Nike Adidas

Action Reebok

Any Other

5. Up to what extent do you consider following features of Brand while

purchasing?

Large Extent Some Extent Least Extent

Price

Quality

34
Size

Design

Color

Durability

Availability

Brand image

Special offers

6. How do you get aware about this particular Brand ?

Advertisement Sales Persons

Friends Exclusive Showrooms

Any Other

7. From where do you like to purchase your Branded shoes?

Departmental Stores Ordinary Showrooms

Exclusive showrooms any Other

35
 8. Do you think advertisement effect your purchasing decision?

Yes No

9. How often do you buy branded shoes?

Once a Year Twice a Year

Thrice a Year Seasonally

Special occasion any other

10 . Up to what extent have you satisfied by the following attributes?

Highly Satisfied Neutral Dissatisfied Highly dissatisfied

Satisfied

Price

Brand image

Quality

Size

Comfort

Durability

Any Other

36
11. Where is any increase in price of this brand, is that

Effect your purchase decision?

Yes No

Indifferent

12. Would you like to buy another brand if all the attributes

Are Available in other brand?

Yes No

37