ctive: Objective of the present study was to analyze the key factors influencing consumers' preference

and selection for purchasing footwear brands. Methodology: In order to assess the factors influencing
consumers' footwear brands preference, Students of three departments i.e. Sciences were selected for
the data collection. A sample size of 150 respondents was recruited by using convenience sampling
technique. Data was analyzed with the help of Statistical Package of Social sciences (SPSS 22).
Correlation, Anova and Regression analysis was applied to analyze the relationship of independent
variables and the dependent variable. Results: Results of correlation, anova and regression analysis
shows that there is a significant relationship between price, product quality and consumers' preference.
Recommendation: Present study is beneficial for the footwear manufacturing industry. They have to
incorporate product quality in their product since this variable is more influential on the consumers''
preference. Particularly, they have to build the name of the brand which is recalled in their consumers'
subconscious mind, in terms of features and perceived quality which fulfill their functional benefits.

Correlation of Dependent and Independent Variables

Correlation of Dependent and Independent Variables

Regression Coefficients -Values and Effects of each Independent Variable

Regression Coefficients -Values and Effects of each Independent Variable

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ISSN: 2523-0417(Online), 2521-5876 (Print)

1*College Of Education, Air University Islamabad, Pakistan E.mail: [email protected]

2Institute of Health Management, DOW University, Karachi) E.mail: [email protected]

3Institute of Health Management, DOW University, Karachi) E.mail: [email protected]

University of Wah Journal of Management Sciences

Volume 4, Issue 1, March 2020, pp. 40-52

Factors Influencing Consumers’ Preference for Purchasing Footwear Brands

1*Aamir Abbas, 2Saqib Qamar, 3Muhammad Shahzad

Article History:

Received:

09 Aug, 2019

Revised:

13 Mar, 2020

Accepted:

10 May, 2020

ABSTRACT

Objective: Objective of the present study was to analyze the key factors influencing

consumers’ preference and selection for purchasing footwear brands.

Methodology: In order to assess the factors influencing consumers’ footwear brands

preference, Students of three departments i.e. Institute of Health Management; Dow

College of Pharmacy and Institute of Medical Technology of Dow University of Health

Sciences were selected for the data collection. A sample size of 150 respondents was

recruited by using convenience sampling technique. Data was analyzed with the help

of Statistical Package of Social sciences (SPSS 22). Correlation, Anova and

Regression analysis was applied to analyze the relationship of independent variables

and the dependent variable.

Results: Results of correlation, anova and regression analysis shows that there is a

significant relationship between price, product quality and consumers’ preference.

Recommendation: Present study is beneficial for the footwear manufacturing

industry. They have to incorporate product quality in their product since this variable

is more influential on the consumers’’ preference. Particularly, they have to build the

name of the brand which is recalled in their consumers’ subconscious mind, in terms

of features and perceived quality which fulfill their functional benefits.

Keywords: Factors; Consumers’ Preference; Purchasing; Footwear Brands

1. Introduction

Globalization has changed every aspect of our lives; previously consumers’ were focused

on price of the product but now consumers’ have knowledge and they compare different footwear

brands with each other. The consumer focus on quality has led to the fashion constituting the

purchase of expensive brands which are of better quality. Present study explores factors that

influence consumers’ when they make decision for purchasing footwear. Ladies want an attractive,

stylish footwear which feels comfortable to them to create a good impression on others. Footwear

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Factors Influencing Consumers’ Preference for Purchasing Footwear Brands

41

is a major and lucrative industry resulting in many competitors offering low prices which switch

consumers from one brands to other brand (Nasar et al., 2012).

Different competitors have different strategies for selling the product. Some are offering

discounted prices and some are making loyal consumers’ by providing quality footwear. In the

footwear industry the method for promotion is providing a quality product which will create an
excellent image in the minds of consumers’. Now a day’s females wear different types of footwear,

not only to shield and comfort their feet but also to convey good representation through stylish

footwear (Wang, 2014). Shoes industry creates a rank character for people and they accept it easily

(Guzel, 2013).

1.1 Problem of the Statement

There are various types of factors which were used by marketers and manufacturing

industry to influence the consumers’ purchasing decisions. The problem this research addresses is

to analyze and determine the factors that affect the consumers’ preference in purchasing the

footwear brands. Present study also concludes that which are the most significant factors that

influence consumers’ preference of the footwear brands. The findings of this study will be greatly

beneficial for the marketers and manufacturing industry alike.

1.2 Research Objective

Objectives of the present study are as following;

 To find out the socioeconomic conditions of the respondents

 To analyze the key factors which affect the consumers’ preference for purchasing

brand footwear in Karachi

 To find out the consumers’ perceptions about purchasing brand footwear

1.3 Justification of Study

There are many footwear brands available in the market. Additionally, many factors are

involved to attract the consumers’ attention, through which consumers’ are influenced for the

selection or preference to that footwear brand. This research was mainly focused on the analysis of

those factors that affect the consumers’ selection or preference towards those footwear brands.

The outcome of this research will be beneficial for marketers, apparel or clothing companies and

footwear brands. This research also assists the footwear brands on how they should expand their

strategies, which affects the consumers’ selection preference.

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Aamir Abbas, Saqib Qamar, Muhammad Shahzad

42

1.4 Scope

 This research is beneficial for companies’ financial growth and increasing their

market share.

 This research will be helpful for upcoming footwear brands and existing footwear

brands to improve their strategy.

 This research will be helpful for marketers to enhance the quality of their products to

grab the attention of their consumers’.

1.5 Hypothesis

Following are the hypothesis of the present study.

H1: There is a significant relationship between footwear brands price and consumers’

preference

H2: There is a significant relationship between footwear brands quality and consumers’

preference

H3: There is a significant relationship between consumers’ brands conscious and

consumers’ preference

H4: There is a significant relationship between brand loyalty and consumers’ preference

H5: There is a significant relationship between brand’s store location and consumers’

preference

1.6 Conceptual framework

Price

Quality

Consumers
Preference

Brands

Loyalty

Brands

conscious

Store

location

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Factors Influencing Consumers’ Preference for Purchasing Footwear Brands

43

2. Literature Review

According to the study of Girma & Mulugeta, (2016) consumers’ demands and their

preferences have changed now towards the footwear industry. People are more conscious about their

outlook and they follow new trends of fashion industry. Consumers’ behaviors have also changed

towards new products. With the rapid advancement in the field of information communication

technology, people now a day are adopting different new fashion trends. Anand & Alekya, (2015)

determined in their research study that footwear industry has been generating more employment

opportunities, revenue and enhanced exports. According to their study the footwear industry’s

production increases their market share at a higher rate in the future from a current rate of 10-15%,

by incorporating advanced technologies.

A study on brand conscious buyers of India reveals that on the basis of quality, consumers

evaluate features of brands, their design and comfortably which make them loyal to specific brands

(Naushad et al., 2014). Previously Price was very important point in the mind of consumers’ but

now they focus on the quality of the product (Lim., Atik., & Aprianingsih, 2015). According to the

previous researches it is showed that most of the consumers’ considers the reduction in the price

and discount deals to transform their purchasing decision but most of them are the mature

consumers’ (Kumar & Advani, 2015). Another research study shows that the style, quality, variety,

brands consciousness, price of the product and durability are the most considerable factors that alter
the purchasing decision and the brand loyalty of the consumers (Ayandis, 2014). Most of the

researches showed that discounted prices or special deals negatively affect brand loyalty, as well as

the high price conscious consumers want to pay additional prices for better quality and they have

lower buying intention. Consumers’ preference decision has been based on the product quality rather

than the lower prices (Derakhshide & Emadzadeh, 2012).

Another research of (Al-Salamin & Al- Hassan, 2016) proposed, when consumers’ glance

his sight on a price of $4.99 since this being closer to four dollars than almost five dollars, this

triggers an enhanced consumers’ reaction towards such pricing strategy which is constructed on the

theory that prices have a psychological impact on the psyche of consumers’ buying preference.

Product quality has different features and uniqueness in service that has potential to convince

consumers. Previous research studies reviewed that quality of the product consists of such

components which include features, functions, services of the product, and material that create the

capability to satisfy the needs of the consumers (Lim & Aprianingsih, 2015). Product quality

includes the following elements such as material, size, color, fitting and the performance of the

product, which will affect the consumers’ preference for purchasing a single brand or switch around

to different brands (Mohan, 2014). According to Girma & Mulugeta, (2016) brands are symbolic

which provide all the information of product which is associated with the product such as product

features, characteristics, assistance and values, because it helps for developing the position of the

brands and positive self-image in consumer’s mind. Most of the latest researches state that brands
ISSN: 2523-0417(Online), 2521-5876 (Print)

Aamir Abbas, Saqib Qamar, Muhammad Shahzad

52

Guzel, D. S. (2013). Factors Influencing University Students in Shoes Selection. Mediterranean

Journal of Social Sciences, 4(10), 394-398.

Hussain, R., & Ali, M. (2015). Effect of Store Atmosphere on Consumers’ Purchase Intention.

International Journal of Marketing Studies, 7(2), 35-43.

Kocoglu, C., Tengilimoglu, D., Ekiyor, A. & Guzel, A. (2015). The Effects of Brands Loyalty on

the Consumers’ Buying Behaviors: The Example of Perfume in the Province Of Ankara.

International Journal of Humanities and Management Sciences, 3(5), 318-323.

Lim, R., & Aprianingsih, A. (2015). Factors Influencing Brands Loyalty Towards Sportswear in

Bandung. Journal Of Business And Management, 4(8), 932-943.

Maheshwari, V. & Jacobsen, S. (2014). Determinants of Brands Loyalty. International Journal of

Business Administration, 5(6), 13-23.

Mohan, P. (2014). Influence of Product and Place Factors on Consumers’ Buying Behavior in

Formal Footwear Sector. International Journal of Management and Social Science

Research Review, 1(2), 63-71.

Nasar, A., Hussani, K. S., Karim, . E., & Siddiqui, M. Q. (2012). Analysis of Influential Factors on

Consumers’ Buying Behavior of Youngster towards Brands Products: Evidence from

Karachi. KASBIT Business Journal, 5(1), 56-61.

Naushad, M., Saleem, S. & Rizvi, K. (2014). Measuring Factors Regarding Brands footwear.

Journal of Economics and Sustainable Development, 5(19), 16-20.

S. Ramesh Kumar, J. Y. A. (2015). Factors Influencing Brands Loyalty: A study in an emerging

market on fast moving consumers’ goods. Journal of Consumers’ Behaviour, 4(2), 251-

275.

Wang, Y. (2014). Consumers’’ Purchase Intentions of Shoes: Theory of Planned Behavior and
Saqib Qamar, Muhammad Shahzad

44

would be built through the name, symbol, its interior design or it would be integration of these

elements that will help the consumers’ to identify (Hussain & Ali, 2015).

For the marketing purpose loyalty concept is very important (Maheshwari & Jacobsen,

2014). Research in the clothing sector revealed that brand loyalty creates a positive result when it

comes to consumers’ preference and consumers’ purchase decision. The notion of brand loyalty is

considered as highly appropriate among researcher such as quality, right pricing, sales services and

store location for shoes manufacturers (Wang, 2014). Store environment creates huge impact on

consumers’ emotion and satisfaction, as well as convenient store location retail outlets influence the

consumers’ purchase decision (Hussain & Ali, 2015). Consumers’ preference is the decision

making process for buying product and services. Marketer should know if they want to satisfy the

consumers’ needs, make consumers’ loyal and retain the existing consumers’ they have to make a

strong strategy, therefore increase their competitive position. It is impossible today to continue being

cost competitive and present every feature wanted by consumers’ (Kocoglu, et al., 2015).

3. Research Methodology

Present study is designed to determine the factors influencing consumers’ preference for

purchasing footwear brands. Researchers adopted a quantitative approach for the present study and

selected a sample for data collection, composed of girls who have purchased and used footwear

brands. A sample size of 150 respondents was selected through convenience sampling technique.

The research has been conducted in Institutes of Dow University of Health Sciences and data was

obtained from the respondents of three departments Institute of Health Management; Dow College

of Pharmacy and Institute of Medical Technology. 50 respondents were selected from each

department to assess the factors influencing consumers’ preference for purchasing footwear brands.

Data was collected using a 20 items questionnaire having 5 point Likert scale. (Citation/ Was the

questionnaire adopted/adapted?) SPSS version 22 was used for data analysis. Correlation, Anova
and Regression analysis was applied to analyze the relationship of independent variables and

dependent variable. The data is presented in the shape of appropriate tables.

4. Data Analysis

4.1 Reliability Test

Table: Reliability, Mean, and Standard Deviations Values

Variable

Cronbach’s Alpha

Mean

Std. Deviation

Price

.593

7.7000

1.86364

Quality

.622

5.6533

1.92471

Brands loyalty

.733

7.0933

2.13110

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Factors Influencing Consumers’ Preference for Purchasing Footwear Brands

45

Brands conscious
.781

7.1467

2.64039

Store location

.410

7.4067

2.03690

The value of Cronbach’s Alpha for the three items of price of footwear brands is 0.593, for

the variable of quality of footwear brands the value is 0.622, for the variable of brands loyalty the

value is 0.733. Similarly, the Cronbach’s Alpha for the variable of brand consciousness is 0.781 and

the value of the three items of the variable of store location is 0.410, which shows that data is reliable

and suitable for use in this research.

Table 4.2: Age of consumers’ - Frequency Percentage out of 150 samples

Age

Frequency

Percentage

18-22 Years

85

56.7%

23-28 Year

65

43.3%

Table 4.2 computes the variable of age of the consumers’, results show that the majority of

the respondents at 56.7% belong in the age group of 16-20 years and remaining 43.3% respondent’s

fall in-between 23-28 years.

Table 4.3: Brands selection of footwear brands by the respondents

Footwear Brands

Frequency

Percentage

Aero soft

10

6.7

Bata

37

24.7

English

24

16.0

Service

20

13.3

Borjan

1.3

Hush puppies

17

11.3

Stylo shoes

40

26.7

Table 4.3 computes the variable brands selection of footwear brands by the respondents,

results show that 6.7% respondents prefer Aerosoft, 24.7% prefer Bata, 16% EBH, 13.3% Service,

1.3% Borjan, 11.3% Hush Puppies and 26.7% respondents prefer Stylo shoes.
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Table 4.4: Correlation of Dependent and Independent Variables

Pearson Correlation

CP

PR

PQ

BL

BC

SL

CP

1.000

.293

.315

.281

.274

.280

PR

.293

1.000

.057

.281

.540

.333

PQ
.315

.057

1.000

.325

.327

.260

BL

.281

.281

.325

1.000

.534

.399

BC

.274

.540

.327

.534

1.000

.461

SL

.280

.333

.260

.399

.461

1.000

Consumers’ Preference

(Sig 1 tailed)
.

.000

.000

.000

.000

.000

PR

.000

.245

.000

.000

.000

PQ

.000

.245

.000

.000

.001

BL

.000

.000

.000

.000

.000

BC

.000
.000

.000

.000

.000

SL

.000

.000

.001

.000

.000

In the table 4.4 results of the correlation analysis show that consumers’ preference was

found positively correlated to price of footwear brands; product quality; brands loyalty; brands

conscious and store location. Following are the results of dependent and independent variable

correlation.

There is a significant relationship between price of footwear brands and consumers’

preference as values (Sig = .000; Pearson Correlation = .293), indicates that the relationship is

significant: p-value is below standard p-value of 0.01. There is a significant relationship between

brand quality of footwear and consumers’ preference as values (Sig = .000; Pearson Correlation =

.315), indicates that the relationship is significant: p-value is below standard p-value of 0.01. There

is a significant relationship between brand loyalty of footwear and consumers’ preference as values

(Sig = .000; Pearson Correlation = .281), indicates that the relationship is significant: p-value is

below standard p-value of 0.01. There is a significant relationship between brands conscious of

footwear and consumers’ preference as values (Sig = .000; Pearson Correlation = .274), indicates

that the relationship is significant: p-value is below standard p-value of 0.01. There is a significant

relationship between store location and consumers’ preference as values (Sig = .000; Pearson

Correlation = .280), indicates that the relationship is significant: p-value is below standard p-value
of 0.01.

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Factors Influencing Consumers’ Preference for Purchasing Footwear Brands

47

4.5 Regression Analysis

Table: 4.5 Model Summary

Model

R2

Standard

Error

R2

Change

F Change

DF1

DF2

Sig

Level

.445

.170

.56696

.198

7.125

144

.000
a. Predictors: (Constant), Store Location, Product Quality, Price, Brands Loyalty, Brands

Conscious

In the model Summary table, the value of “R” is .445 which shows the correlation or

strength of association is 44.5% between the independent variables that are store location; product

quality; price; brands loyalty; brands conscious and dependent variable is consumers’ preference. R

Square is the percentage of the variation on dependent variable due to change in independent

variable. The value of R Square is .170, which shows that 17% of variation in dependent variable

(consumers’ preference) is due to change in independent variables (Pr, SL, PQ, BL, BC). Likewise,

the value of Durbin Watson illustrates that no autocorrelation error in data exist.

Table 4.6: ANOVA Analysis

ANOVAb

Model

Sum of square

df

Mean square

Sig Level

Regression

11.452

2.290

50.125

.000a

Residual

46.287

144
.321

Total

57.739

149

Dependent Variable: Consumers’ Preference

Predictors: (Constant), (PR, PQ, BL, BC, SL)

In regression model ANOVA table 4.6 shows the overall significance of model. The

significance value is .000 less than .05, which shows that over all model is significant. The F Value

50.125 shows the combine effect of the model. The degree of freedom shows that the number of

independent variables that went into calculating the estimate. In regression, the value of df is 5

which indicate 5 independent variables that went into calculating the estimate. The value of df in

total that, there are 144 samples and in residual it is 149.

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Table 4.7: Regression Coefficients - Values and Effects of each Independent Variable

Model

Unstandardized Coefficients
Standardized

Coefficients

Sig.

Std. Error

Beta

(Constant)

.624

.261

2.392

.018

Price

.235

.091

.234

2.591

.011

Product Quality

.243

.079

.251

3.063

.003

Brands Loyalty

.100

.080
.115

1.253

.212

Brands

Conscious

-.034

.075

-.048

-.452

.652

Store Location

.103

.080

.113

1.294

.198

a. Dependent Variable: Consumers’ Preference

Table 4.7 found the values and effects of each independent variable (PR, PQ, BL, BC, SL)

on dependent variable (CP). The beta of Price is .235, which shows this variable positively impact

on consumers’ preference and their impact is significant because sig. value is .011, which is less

than 5%. The beta of product quality is .243 which indicates that variable has a positive impact on

consumers’ preference and its impact is significant because the sig. value is .003, which is less than

5%. The beta of brands loyalty is .100, which also shows the positive and insignificant impact

on consumers’ preference because their sig. value is .212, which is greater than 5%. The beta of

brand conscious is -.034, which shows the positive and insignificant impact on consumers’

preference because their sig. value is .252, which is greater than 5%. The beta of store location is

.103, which shows the positive but insignificant impact on consumers’ preference
Table 4.8: Mean, Standard Deviation

Factors

Rank

Mean

St. dev.

Price

I usually prefer to purchase expensive footwear

brands

2.7200

.98390

I prefer to purchase footwear which available on

sale

2.6133

1.02837

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Factors Influencing Consumers’ Preference for Purchasing Footwear Brands

49

Price is crucial determinant for me

2.3667

.82264

1st

2.56

0.944

Quality

I connect this brands with high quality

1.9600

.84250

I am willing to pay higher price for the

guarantee of quality

2.0600

.88409

Quality is important to me when i am

purchasing footwear brands

1.6333
.82264

5th

1.88

0.847

Brands loyalty

I repeatedly purchase this brands

2.2200

.83441

This brands is more prominent than their rival

brands

2.2400

.84090

Quality is important to me when i am

purchasing footwear brands

2.6333

.95830
4th

2.36

0.877

Brands conscious

I usually prefer and buy well-known brands

2.2200

1.06102

Try to stick to certain footwear brands

2.3467

.93407

Pay more attention to the brands name

2.5800

1.08850

3rd

2.38

1.02
5

Store location

More store sell this brands shoe in comparison

to their competing rivals

2.6400

.92163

Stores offering sales/promotion

2.4000

.93407

Store design encourage me to purchase more

2.3667

1.13762

2nd

2.46

0.99

5. Conclusion and Recommendations

5.1 Hypothesis Results

Hypothesis Statements

Sig Level

Results

Ha1: There is a significant relationship between

price and consumers’ preference

0.011< 0.05

Alternate Hypothesis is

Accepted

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Aamir Abbas, Saqib Qamar, Muhammad Shahzad

50

Ha2: There is a significant relationship between

quality and consumers’ preference

0.003< 0.05

Alternate Hypothesis is

Accepted

Ha3: There is a significant relationship between

brands conscious and consumers’ preference

0.212< 0.05

Alternate Hypothesis is

Rejected

Ha4: There is a significant relationship between

brands loyalty and consumers’ preference

0.652< 0.05

Alternate Hypothesis is

Rejected
Ha5: There is a significant relationship between

store location and consumers’ preference

0.198< 0.05

Alternate Hypothesis is

Rejected

5.2 Conclusion

The present research will be supportive for footwear industry in discovering the preference

of consumers’ as to their inclinations in footwear brands and the factors affecting them

(preferences). The research was conducted in Dow University for student’s preference in selection

of footwear. The results show that the relationship between price and consumers’ preference

coefficient is of significance at a value of 0.011 which is less than 0.05, so existing alternate

hypothesis” There is a significant relationship between price and consumers’ preference” is

accepted. Relationship between quality and consumers’ preference coefficient is also of significance

at a value of 0.003 which is less than 0.05, so alternate existing hypothesis “There is a significant

relationship between quality and consumers’ preference” is accepted, Relationship between brands

consciousness price and consumers’ preference coefficient significance value 0.212 which is greater

than 0.05, So existing Alternate hypothesis “There is a significant relationship between brands

conscious and consumers’ preference” is rejected, Relationship between brands loyalty and

consumers’ preference coefficient significance value 0.652 which is greater than 0.05, So existing

alternate hypothesis There is a significant relationship between brands loyalty and consumers’

preference” is rejected, Relationship between store location and consumers’ preference coefficient

significance value 0.198 which is greater than 0.05, so existing alternate hypothesis “There is a

significant relationship between store location and consumers’ preference” is rejected.

Correlation between price and consumers’ preference level of Sig value is .000 and Pearson

Correlation is .293). There is also a significant relationship between product quality and consumers’

preference (Sig = .000; Pearson Correlation = .315), brands loyalty and consumers’ preference (Sig

= .000; Pearson Correlation = .281), brands conscious and consumers’ preference (Sig = .000;

Pearson Correlation = .274) as well as between store location and consumers’ preference (Sig =
.000; Pearson Correlation = .280).

5.3 Recommendation

This research study has been beneficial for the footwear manufacture industry; they have

to incorporate product quality in their product since this variable is more influential on the

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Factors Influencing Consumers’ Preference for Purchasing Footwear Brands

51

consumers’ preference. Particularly they have to build the name of the brands which is recalled in

their consumers’ subconscious mind, in terms of features, perceived quality which fulfill their

functional benefits.

Retailer and manufacture should create their brand value, which have to be incorporated with

emotional values, symbolic characteristics, and perceived brands status. Also the marketing strategy

such as promotion of the footwear manufacture should be tailored to specific consumers’ gender i.e.

that communication to the girls and ladies should focus on the comfort, durability, pricing strategy,

and product quality. This derives the long lasting features of the product, to develop their brands

loyalty relationship with their consumers’.

The manufacturer should understand their consumers’ preference variables which is built on the

brands name, develop effective brands strategy that influence consumers’. Additionally, the store

outlet interior designs and consumers’ friendly environment, create the impact on consumers’.

5.4 Future Implication

This study is limited to a particular industry and along with a limited sample size. Future

researchers should investigate other types of factors such as four marketing “P” and also analysis

should be done on the relationship between why product quality has a very strong relationship with

consumers’ preference, determinant the characteristics of brands quality and their implied element

which influence the consumers’ behavior. We have targeted only footwear sector as a category of

female respondent, there are other sectors such as luxury product, and brands clothing section and
daily FMGC products which can also be investigated.

References

Al-Salamin, H. & Al-Hassan,E. (2016). The impact of competitive pricing on customer patronage

in Saudi Arabia: Al-Hassa case study. European Jounral of Business and Management,

8(12) : 62-79

Anand, G. & Alekya, U. (2015). A Study on Consumers’ Behaviour in the Footwear Industry.

Pezzottaite Journals, 4(3), 1768-1775.

Aynadis, Z. (2014). Factors Influencing Consumers’’ Attitude among Foreign and Domestic

Footwear Products. International Journal of Current Research, 6(8), 7911-7914.

Derakhshide, H. & Emadzadeh, M. K. (2012). Evaluating Youth’s Buying Behavior.

Interdisciplinary Journal of Contemporary Research in Business, 3(10), 581-589.

Girma, M. (2016). Exploring Consumers’ Footwear bands Preference and Its Antecedents between

age groups and gender: In Case of dire Dawa administration. International Journal of

Scientific and Research Publications, 6(6), 740-748.

ISSN: 2523-0417(Online), 2521-5876 (Print)

Aamir Abbas, Saqib Qamar, Muhammad Shahzad

52

Guzel, D. S. (2013). Factors Influencing University Students in Shoes Selection. Mediterranean

Journal of Social Sciences, 4(10), 394-398.

Hussain, R., & Ali, M. (2015). Effect of Store Atmosphere on Consumers’ Purchase Intention.

International Journal of Marketing Studies, 7(2), 35-43.

Kocoglu, C., Tengilimoglu, D., Ekiyor, A. & Guzel, A. (2015). The Effects of Brands Loyalty on

the Consumers’ Buying Behaviors: The Example of Perfume in the Province Of Ankara.

International Journal of Humanities and Management Sciences, 3(5), 318-323.

Lim, R., & Aprianingsih, A. (2015). Factors Influencing Brands Loyalty Towards Sportswear in

Bandung. Journal Of Business And Management, 4(8), 932-943.

Maheshwari, V. & Jacobsen, S. (2014). Determinants of Brands Loyalty. International Journal of

Business Administration, 5(6), 13-23.

Mohan, P. (2014). Influence of Product and Place Factors on Consumers’ Buying Behavior in

Formal Footwear Sector. International Journal of Management and Social Science

Research Review, 1(2), 63-71.

Nasar, A., Hussani, K. S., Karim, . E., & Siddiqui, M. Q. (2012). Analysis of Influential Factors on

Consumers’ Buying Behavior of Youngster towards Brands Products: Evidence from

Karachi. KASBIT Business Journal, 5(1), 56-61.

Naushad, M., Saleem, S. & Rizvi, K. (2014). Measuring Factors Regarding Brands footwear.

Journal of Economics and Sustainable Development, 5(19), 16-20.

S. Ramesh Kumar, J. Y. A. (2015). Factors Influencing Brands Loyalty: A study in an emerging

market on fast moving consumers’ goods. Journal of Consumers’ Behaviour, 4(2), 251-

275.

Wang, Y. (2014). Consumers’’ Purchase Intentions of Shoes: Theory of Planned Behavior and

Desired Attributes. International Journal of Marketing Studies, 6(6), 50-5

54

10.

How do you rate style/design of domestic shoes in terms of fashionability? Very good Good Satisfactory
poor very Poor 11.
How do you rate the style/design of imported shoes in terms of range of variety? Very good Good
Satisfactory poor very Poor 12.

How do you rate the design/style of domestic shoes in terms of range of variety? Very good Good
Satisfactory Poor very poor 13.

How much influence does style has on your shoes choice? Very much a lot little very little none 14.

How do you rate the quality of imported shoes interms of durability? Very good Good Satisfactory Poor
very poor 15.

How do you rate the quality of domestic shoes in terms of durability? Very good Good Satisfactory Poor
very poor 16.

How do you rate the quality of imported shoes interms of comfortability? Very good Good Satisfactory
Poor very poor 17.

How do you rate the quality of domestic shoes interms of comfortability Very good Good Satisfactory
Poor very poor 18.

How much influence does quality has on your shoes preference? Very much a lot little very little none
19.

How do you rate the price of imported shoes? Very high High Medium Low very low

55

20.

How do you rate the price of domestic shoes? Very high High Medium Low very low 21.

How much influence does the price has on your shoe choice? Very much a lot little very little none 22.
If you have any comment/suggestion please write on the space below
__________________________________________________
__________________________________________________
__________________________________________________

56

Appendix 2

Table: 1

Age Groups Shoe preference Chi-square Degree of freedom (df)

Significance (sig)

Domestic Imported

10- 19 9 51 33.818 2 .000

20- 29 22 38 30 and above 40 20 * The Chi-square statistic is significant at the 0.05 level.

Table: 2

Age Groups style influence on shoes choice Chi-square df Sig. None Very little Little A lot Very much

10- 19 0 0 8 12 40 66.468 8 .000

20- 29 0 6 12 16 26 30 and above 6 10 26 16 2 * The Chi-square statistic is significant at the 0.05 level.

Table: 3

Age Groups quality influence on shoes preference Chi-square df Sig. None Very little Little A lot Very
much

10- 19 0 4 16 24 16 22.503 6 .001

*,

20- 29 0 0 8 20 32 30 and above 0 0 6 18 36 * The Chi-square statistic is significant at the 0.05 level.
Table: 4

Age Groups Price influence on shoe choice Chi-square df Sig. None Very little Little A lot Very much

10- 19 2 12 24 14 8 35.852 8 .000

*

20- 29 6 8 18 16 12 30 and above 0 0 12 22 26 * The Chi-square statistic is significant at the 0.05 level.

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47

majority of them indicated the price influence on their product preference. Thus, it can be concluded
that price is one of important factors considerably influenced the consu

mers‟

shoe preference.

Age group:

With respect to the age groups, the consumers‟ preferen

ce of shoes fundamentally differed among the three age groups; accordingly, teenage group preferred
the imported shoes and the adult age group favored domestically produced shoes. The

study also discovered that factors that affect consumers‟ choice of prod

uct and the value

of these factors that affect consumers‟ choice of product varied among different age

groups, more specifically; the adult age group choice of shoes essentially influenced by quality and they
gave priority in their preference to it than any other factors (factors included in this study), whereas the
teenage group agreed that their choice of product is to a large degree influenced by style. Thus, from
these it can be concluded that p

erson‟s

preference for products differ based on what stage in life they are in.

5.3.

Recommendations

In this section some viable recommendations are forwarded on the bases of the research findings. For
any business operation to be successful, the products acceptance by consumers is a key issue that must
not be neglected as in competitive and dynamic environment. These days, in seeking, to choice among
different products to satisfy their need and want, consumers see each product as a bundle of attributes
with varying abilities of delivering the benefits to satisfy this need and want. Even though, the attributes
of significance to buyers vary by product, style, quality and price are attributes sought in a shoe. In
addition, consumers varied by demographic factor; age as to which product attributes they see as most
relevant and the importance they attach to each attribute. Therefore, it is critical to all companies in foot
wear industry; to identify the stage of life

their consumers‟ are in and what product attributes

they pay the most attention can help shoe companies to successful segment the markets and design
marketing programs

according to the attributes that are salient to different consumers‟ age groups.

48

Particularly, the domestic shoe companies and factories found in Ethiopia better constantly come up
with new styles/designs and product line extensions to bring back competitive advantage taken by
imported shoes regarding fashionability, wide variety and comfortability. Thus, deeper understanding of
target consumers can allow them, what new style or design and comfort of product to produce or
modifying existing products style or design and how to market them. So that, the domestic companies
work more on deeper consumer insight investments

to take steps in influencing consumers‟ choice

decision.

5.4.

Significance of the study

This study will help all stakeholders: shoe retailers, wholesalers, manufacturers, consumers as well as the
government, by indicating the current actual status of domestic shoes market in terms of

consumers‟

preference, pointed out potential areas which need improvement and recommendations were
forwarded in order to tackle the problems identified. Moreover, it will also beckon others a potential
area for further study in a broader scope and wider context.

5.5.

Delimitation of the study

The main purpose of this study was to

identify factors affecting consumers‟ shoe

preference either imported or domestic leather shoes. Therefore, this study was delimited in terms of
customer preference for imported or domestic shoe on current local shoe market based on: product
price, quality, style and age variables. Besides, to conduct this study in all domestic shoe markets is not a
simple task that can be easily accomplished. So to make extensive and feasible investigations and
analysis, the study limited on 180 leather shoe consumers in Addis Ketema shoe market. More over the
study limited on age segmentation, and other demographic variables were not analyzed.
46

5.2.

Conclusions

Based on the analysis conducted in this study the following important conclusions are drawn below.

This study found that the majority of respondents‟ favored

imported shoe. As a result,

imported leather shoe dominated the consumers‟ choice in Addis Ketema sub

-city. In addition, it was found that majority of consumers purchased shoes once per year. The study
findings indicated that among other factors quality, style and price, were a reasons for the majority of
respondents shoe choice. Thus, product quality, style and price

were considerably important basis for the consumers‟ choice of leather shoes in Addis

Ketema sub-city shoe market.

Style:

Regarding the style of leather shoes, the study found that the style of domestic shoes were less
attractive interms of fashionability and had less variety than imported shoes according to local shoe
market perception.

Thus, it was concluded that consumers who give more emphasis to style in their shoe choice, preferred
imported shoes. The study also found that style of shoes as one of important factors to consumers since
it highly affected the respondents shoe preference in general.

Quality:

Concerning the quality of shoes, the study found that domestic leather shoes were better durable but
less comfortable than their peers; those of imported ones. So that, consumers who were subjected other
than to durability preferred domestic shoes and those to comfortability favored the foreign shoes. In
addition, the findings revealed that

product quality played an important role in influencing consumers‟ shoes preference.

Interestingly, the overall study respondents opinion showed that their shoe choice to a large degree
influenced by the quality of the product. From this one can conclude that quality as vital factor which
can greatly influence the consumers purchase choice.

Price:

Concerning the price of the shoes, the study discovered that domestic leather shoes were lower priced
than foreign shoes. For this reason, the domestic leather shoe highly dominated the shoe preference of
most of price mattered consumers. The researcher also

found that even though a few respondents‟ product choice was not affected by price,

47

majority of them indicated the price influence on their product preference. Thus, it can be concluded
that price is one of important factors considerably influenced the consu

mers‟

shoe preference.

Age group:

With respect to the age groups, the consumers‟ preferen

ce of shoes fundamentally differed among the three age groups; accordingly, teenage group preferred
the imported shoes and the adult age group favored domestically produced shoes. The

study also discovered that factors that affect consumers‟ choice of prod

uct and the value

of these factors that affect consumers‟ choice of product varied among different age

groups, more specifically; the adult age group choice of shoes essentially influenced by quality and they
gave priority in their preference to it than any other factors (factors included in this study), whereas the
teenage group agreed that their choice of product is to a large degree influenced by style. Thus, from
these it can be concluded that p

erson‟s

preference for products differ based on what stage in life they are in.

5.3.

Recommendations

In this section some viable recommendations are forwarded on the bases of the research findings. For
any business operation to be successful, the products acceptance by consumers is a key issue that must
not be neglected as in competitive and dynamic environment. These days, in seeking, to choice among
different products to satisfy their need and want, consumers see each product as a bundle of attributes
with varying abilities of delivering the benefits to satisfy this need and want. Even though, the attributes
of significance to buyers vary by product, style, quality and price are attributes sought in a shoe. In
addition, consumers varied by demographic factor; age as to which product attributes they see as most
relevant and the importance they attach to each attribute. Therefore, it is critical to all companies in foot
wear industry; to identify the stage of life

their consumers‟ are in and what product attributes

they pay the most attention can help shoe companies to successful segment the markets and design
marketing programs

according to the attributes that are salient to different consumers‟ age groups.

48

Particularly, the domestic shoe companies and factories found in Ethiopia better constantly come up
with new styles/designs and product line extensions to bring back competitive advantage taken by
imported shoes regarding fashionability, wide variety and comfortability. Thus, deeper understanding of
target consumers can allow them, what new style or design and comfort of product to produce or
modifying existing products style or design and how to market them. So that, the domestic companies
work more on deeper consumer insight investments

to take steps in influencing consumers‟ choice

decision.

5.4.

Significance of the study

This study will help all stakeholders: shoe retailers, wholesalers, manufacturers, consumers as well as the
government, by indicating the current actual status of domestic shoes market in terms of

consumers‟

preference, pointed out potential areas which need improvement and recommendations were
forwarded in order to tackle the problems identified. Moreover, it will also beckon others a potential
area for further study in a broader scope and wider context.

5.5.

Delimitation of the study

The main purpose of this study was to

identify factors affecting consumers‟ shoe

preference either imported or domestic leather shoes. Therefore, this study was delimited in terms of
customer preference for imported or domestic shoe on current local shoe market based on: product
price, quality, style and age variables. Besides, to conduct this study in all domestic shoe markets is not a
simple task that can be easily accomplished. So to make extensive and feasible investigations and
analysis, the study limited on 180 leather shoe consumers in Addis Ketema shoe market. More over the
study limited on age segmentation, and other demographic variables were not analyzed.