FINAL RESEARCH PROJECT PRESENTATION

ON

“A study on customer behaviour towards branded shoes in Delhi-NCR “

By:-HIMANHU GARG
Roll No.-095/2017
 Introduction
 India produces around 22 billion pairs of footwear annually
,accounting for approx. 9.6% of the total global output.
 India is the second largest producer of shoes in the world, it is
around Rs.30000-40000 crore in value.
 It is expected to grow at CAGR of 10% by 2022.
 Casual footwear is the largest product segment in India’s
footwear market that contributes approximately 67% of the
total footwear retail market.
 This sector is highly unorganised where 80-85% of industry falls
under very small micros, small and medium enterprises
 Literature review
 Bob in 2008 observes that most of the time people buy
footwear for their looks and do not consider comfort.
 Saha, Dey, & Bhattacharya (2010) in their study found Some
of the variables like brand, discounts, price, display,
location, sales person influence, which affects customer
buying behavior.
 Another study by (Yoh & Pitts, 2005).-“Information sources
for college students Athletic shoe purchasing”. revealed
that the overall peers were the most influential and
frequently mentioned information source for college
students
 OBJECTIVES
 To understand the taste and preference of the customers for branded
shoes.
 To determine the different factors by which the customer gets
influenced while purchasing shoes.
 To find out the positioning of major shoe brands in the mind of
customers.
Research methodology
Both exploratory and conclusive research method are used .

Secondary research
Some of the variables that affects customer buying behavior while purchasing
shoes are:-

 Price  Peer influence

 Quality  Comfort
 Size  Colors
 Design  Durability
 Brand image  Packaging
 Sales person influence  Free offers
 Discounts  warranty
 Primary research
Sampling process
 Population Universe: Population includes all the of those having the age
above 18 years.
 Sample frame: The sample frames will be the individuals who have
purchased shoes in the past six months.
 Sampling technique used:- random sampling method i.e. each element
can be chosen randomly and entirely by chance.
 Sample Size calculation
N= (z*s/e) ^2
(1.96*0.67/0.1) ^2=167
Hence sample size is coming out to be 167

Here,
Z= Z score = 1.96 (At 95% confidence level)
E= Tolerable error (0.1)
S= Population standard deviation of the variable of interest.
Calculation of standard deviation
S= R/6 { R=range-1}
 4/6=0.67
 Tools Used for Data Collection: Questionnaire would be used
based on Likert type scale( ranging 1 to 5) , which is a type of
itemized scale under non-comparative scaling technique which
requires the respondents to indicate a degree of agreement or
disagreement with each of a series of statements about the stimulus
objects.
 Tools for Data Analysis
1,Factor Analysis
2.Perceptual Mapping using discriminant analysis
References
 (2016, August). MarketLine Industry Profile Footwear in India.
 S., D., M., & B. (2010, April 04). Factors Affecting Consumer Buying
Behavior of Shoes in Kolkata: A Case Study.
 S., Dey, M., & Bhattacharyya, S. (n.d.). Factors Affecting Consumer
Buying Behavior of Shoes in Kolkata: A Case Study.
 https://economictimes.indiatimes.com/opinion/interviews/india-has-
the-largest-footwear-market-in-the-world-adesh-gupta-ceo-liberty-
shoes/articleshow/59366264.cms