A STUDY ON CONSUMER BUYING BEHAVIOUR

TOWARDS BRANDED SHOES WITH SPECIAL REFERENCE

TO KANNUR DISTRICT

PROJECT REPORT
Submitted to Kannur University in Partial Fulfillment of the Requirement for the
Degree of
BACHELOR OF COMMERCE

By
RUBAYYA -Reg. No:SS20BR0013

FATHIMATHU SAFA P K -Reg. No:SS20BR0070

SAHLA M M -Reg. No:SS20BR0014

MEGHANA K R -Reg. No:SS20BR0031

Under the Guidance of

Mrs. RAMSEENA AZEEZ
Assistant Professor
Post Graduate Department of Commerce

SIR SYED COLLEGE, TALIPARAMBA

KANNUR UNIVERSITY
MARCH 2023
 CERTIFICATE

This is to certify that this project work entitled “A STUDY ON CONSUMER BUYING

BEHAVIOUR TOWARDS BRANDED SHOES WITH SPECIAL REFERENCE TO

KANNUR DISTRICT " has been prepared by Sahla M.M, Meghana K.R, Rubayya, Fathimathu

safa P.K under my guidance and supervision in partial fulfillment of the requirement of our

BACHELOR DEGREE IN COMMERCE.

Shanavas. S.M Ramseena Azeez

Head of the Department Assistant Professor

PG Department of Commerce PG Department of Commerce

Sir Syed College, Taliparamba Sir Syed College, Taliparamba

Place: Thaliparamba

Date:
RUBAYYA -Reg. No:SS20BR0013
FATHIMATHU SAFA P K -Reg. No:SS20BR0070
SAHLA M M -Reg. No:SS20BR0014
MEGHANA K R -Reg. No:SS20BR0031

SIR SYED COLLEGE

TALIPARAMBA.

DECLARATION

We hereby state that the project work entitled “A STUDY ON CONSUMER BUYING

BEHAVIOUR TOWARDS BRANDED SHOES WITH SPECIAL REFERENCE TO

KANNUR DISTRICT” has been prepared by us under the guidance of Ramseena Azeez,

Assistant Professor of Commerce, Sir Syed College, Taliparamba.

We also declared that this report has not been submitted by us fully or partially, for the

award of any Degree, Diploma, Associate ship, Fellowship or any other similar title.

RUBAYYA -Reg. No:SS20BR0013

Taliparamba FATHIMATHU SAFA P K -Reg. No:SS20BR0070

Date: SAHLA M M -Reg. No:SS20BR0014

MEGHANA K R -Reg. No:SS20BR0031

 ACKNOWLEDGEMENT

The project report entitled “A STUDY ON CONSUMER BUYING BEHAVIOUR

TOWARDS BRANDED SHOES WITH SPECIAL REFERENCE TO KANNUR DISTRICT”
has been prepared by us under the guidance of Ramseena azeez, Assistant professor of
Commerce, Sir Syed College, Taliparamba. We extended our deep sense of gratitude to her for
the valuable guidance, advice and encouragement given to us for the timely execution of this
work.

We are grateful to Shanavas S M, Head of the Department of Commerce and all other
teachers of the department for lending the valuable assistance for the completion of this project.

We wish to place on record our gratitude to all our friends and others who encouraged
and assisted us in completing this work.

We are extremely grateful to the library staff of Sir Syed college Taliparamba, for
providing all assistance by lending books, journals, magazines and internet facilities.

For all this we are indebted to GOD ALMIGHTY without his grace and benevolence
we could nothing.

RUBAYYA -Reg. No:SS20BR0013

FATHIMATHU SAFA P K -Reg. No:SS20BR0070

SAHLA M M -Reg. No:SS20BR0014

MEGHANA K R -Reg. No:SS20BR0031

 CONTENTS

 LIST OF TABLES

 LIST OF FIGURES

NO CHAPTERS PAGE NO

1 INTRODUCTION 1

2 THEORETICAL BACKGROUND 7

DATA ANALYSIS AND

3 15
INTERPRETATIONS

SUMMARY, FINDINGS,
4 36
SUGGESTIONS AND CONCLUSIONS

 BIBLIOGRAPHY

 ANNEXURE
 LIST OF TABLES

Sl. No NAME OF TABLES Page no.

3.1 Age wise distribution 16

3.2 Gender classification 18

3.3 Income wise distribution 19

3.4 Purchase behaviour of consumers 20

3.5 Brand awareness of consumers about shoes 21

3.6 Factors influencing consumers 22

3.7 Attentiveness of consumers while buying shoes 23

3.8 Brand preference of respondents 24

3.9 Frequency of purchasing a shoe 25

3.10 Factors influencing a particular brand 26

3.11 Pay scales for purchasing branded shoes by consumers 27

3.12 Interval for buying a branded shoes 28

3.13 Brand recently bought by consumers 29

3.14 Buying behaviour of same quality product with lower price 30

3.15 Influence of advertisement while buying a branded shoes 31

3.16 Mode of shopping 32

3.17 Factors affecting mode of online shopping 33

3.18 Method of offline shopping 34

3.19 Satisfaction of the branded shoes 35

 LIST OF FIGURES

Sl. No NAME OF FIGURES Page no.

3.1 Age wise distribution 17

3.2 Gender classification 18

3.3 Income wise distribution 19

3.4 Purchase behaviour of consumers 20

3.5 Brand awareness of consumers about shoes 21

3.6 Factors influencing consumers 22

3.7 Attentiveness of consumers while buying shoes 23

3.8 Brand preference of respondents 24

3.9 Frequency of purchasing a shoe 25

3.10 Factors influencing a particular brand 26

3.11 Pay scales for purchasing branded shoes by consumers 27

3.12 Interval for buying a branded shoes 28

3.13 Brand recently bought by consumers 29

3.14 Buying behaviour of same quality product with lower price 30

3.15 Influence of advertisement while buying a branded shoes 31

3.16 Mode of shopping 32

3.17 Factors affecting mode of online shopping 33

3.18 Method of offline shopping 34

3.19 Satisfaction of the branded shoes 35

 CHAPTER 1

1.1 INTRODUCTION

1.2 STATEMENT OF THE PROBLEM

1.3 OBJECTIVES OF THE STUDY

1.4 SIGNIFICANCE OF THE STUDY

1.5 SCOPE OF THE STUDY

1.6 SOURCES OF DATA

1.7 SAMPLE FRAME

1.8 TOOLS USED FOR DATA COLLECTION

1.9 TOOLS USED FOR DATA ANALYSIS AND PRESENTATION

1.10 LIMITATION OF THE STUDY

1.11 SCHEME OF THE STUDY

1
1.1 INTRODUCTION

There is nobody is the world who is left out of the class of consumers. The
consumer hood continues till one's last breath in the world. Consumer behaviour is
the study of consumers while engaged in the process of consumption. A consumer
purchases variety of goods and services to satisfy his wants and needs the purchase
behaviour of a consumer always influenced by some factors which lead him to select
a particular commodity or a particular retail store in preference. To others consumer's
purchase influencing factors may be physiological or sociological factors. The
commodities and services are brought by the consumers to satisfy his basic needs for
comfort, pleasure, recreation and happiness. Every individual has physiological
needs such as hungers, shelter etc. which have to be satisfied the psychological
factors like friends, neighbors, job and relatives influences the purchasing activities
A study on consumer behaviour was seemed to be important to understand the buying
behaviors and preferences of different consumers.

This study deals with the consumer behaviour on branded shoes .Shoes were
primarily designed for sports or other forms of physical exercise, but which are also
widely used for everyday casual wear. Since their popularization by companies such
as Converse, Nike and Spalding in the mid-20th century, they have become attire,
with variety growing in many global markets exponentially. Like other parts of the
global clothing industry, manufacture of shoes is heavily concentrated in Asia with
nine in ten shoes produced in that region.
Shoes were largely made from synthetic materials, and the materials and
manufacturing process produce, on average, about 14 kg (31 lb.) Of CO2 emissions.
Some companies are trying to substitute more sustainable materials in their
manufacture. About 90% of shoes end up in landfills at end of life.
Shoes were earlier used for the purpose of sports and other forms of physical
activities such as running, jogging, cycling etc. But nowadays it is also used as a
casual wear too. Awareness on health benefits of physical activities are increasing
day by day among youth, adults and children. The consumer plays a vital role in the
searching, purchasing, using and evaluating of various shoes according to their
choice, taste and preference. Due to its heavy need, customers prefer more enduring
and stylish shoes. Branded shoes contribute satisfies those needs .Consumers prefer

2
 branded shoes not only because it contributes to self-image but also branded
products are enduring ,easily available, comfortable etc. Consumer behaviour
towards branded products aregood due to its brand, quality, price durability etc. It
satisfies consumers through its stylish, youthful, fashionable, etc. It has been
observed that consumers prefer branded sports shoes of Adidas, Nike, puma,
sketchers, reebok etc.
This study takes a look in to the consumer buying behaviour on branded
shoes. The three major players i.e. Reebok, Nike and Adidas dominate the shoe
industry in India. India is one of few battlegrounds in the world where there is neck-
to-neck competition between the three. In the 1980s, Adidas sneakers became
popular amongst teenagers and young men. The Adidas sneakers were popularized
by the Run DMC song "My Adidas"and became a huge fashion trend. Nike is the
world's 1st manufacturer and marketer of athletic footwear and apparel. Almost out
of the blue, the company established itself as one of theworld's most familiar brands
during the 1980s and 1990s. Reebok is the world's third- largest maker of sneakers,
athletic shoes and sportapparel. Goods are sold under the brands Reebok, Rockport
and Greg Norman Collection.

1.2 STATEMENT OF THE PROBLEM

Currently, consumers prefer more enduring and stylish shoes which are met by
branded shoes. Since there are plenty of branded shoes available in the market,
buying behaviour of consumers towards various brands have to be studied.
Satisfaction of consumers towards various branded shoes have to be ascertained
since different brands provide different satisfaction to the consumers. Also there are
no previous report to be found on this topic.

1.3 OBJECTIVES OF THE STUDY

1. To study the usage and brand awareness of shoes product

2. To study the brand preferences of customers from the available brands of shoes
in the market.

3
3. To find the extent of brand loyalty of customers.

4. To study the factors influencing various aspects on buying behaviour.

5. To understand the consumer buying behaviour towards a branded products.

1.4 SIGNIFICANCE OF THE STUDY

Allows businesses to understand more about their target audience and able to
craft products, service and company influence buying habits. Paying attention to
pattern launch of product and services that have a higher inclination to buy. To
contribute to a better knowledge of consumers buying behaviour towards purchasing
shoes. To find out the factors influencingthe consumers behaviour while purchasing
shoes.

1.4 SCOPE OF THE STUDY

The area of the study on the field of consumer tries to find answers to the
following questions like what are the products people buy, why them buy then,when
they buy them and how the decision process of the consumer etc is For instance if
intended to produce a variety shoes product could analyses the nature of individual
consumption behaviour as to why the consumer use the products and which brand.
It must be noted that variation from individual of one region to another region. This
analyzing the consumer behaviour is a perquisites through process complicated. At
the same time a firm’s ability to establish and maintain a satisfying exchange the
relationship depends on the level of understanding buying behaviour. Consumer
behaviour field explores the decision process and acts of people involved in buying
and using products. Psychology deals with for which consumer behaviour borrows
from consumer psychology. How consumer respond to different activities including
the product itself advertisement and promotional activities. Finally consumer
behaviour occurs in the context of his economic conditions. Economic conditions
helps us to understand the greater context of consumer behaviour for which
consumer behaviour discipline borrows finding from economics.

4
1.5 SOURCES OF DATA

a) Primary data: These are original source from which the data is collected
directly from respondents. Primary data for this study is collected through
structured questionnaire.

b) Secondary data: The secondary data are those data which have already been
collected, tabulated and presented. Secondary data for the study is collected
from various journals, magazines websites, etc.

1.5 SAMPLE FRAME

In this study, sample frame used here is the population from Kannur municipality.

1.5.1 Area of the study:

Consumer buying behaviour of branded shoes from Kannur municipality.
1.5.2 Population:
The population consist of people from Kannur municipality who uses branded shoes.
1.5.3 Sample Size :
The sample size taken for the study is 50 respondents.
1.5.4 Sampling technique:
The sampling technique used for the study is convenience sampling.

1.6 TOOLS USED FOR DATA COLLECTION

The data collection for the study is conducted by using structured questionnaire.

1.7 TOOLS USED FOR DATA ANALYSIS AND PRESENTATION

For data analysis, percentage method was used. For data presentation, tables
and figures were used. The figures includes pie chart, bar chart, histogram,
doughnut charts .

5
1.8 LIMITATIONS OF THE STUDY

 In-depth information cannot be collected.

 Time consuming process.
 Less accurate since data are collected from few sample.
 Less representative since data are collected from a particular area

1.10 SCHEME OF THE STUDY

 The first chapter deals with the introduction, statement of the problem,
objectives of the study, scope, significance of the study, source of data,
tools used for data collection, sample frame and limitations of the
study.
 The second chapter deals with gives an abstract of conceptual.
 The third chapter deals with the analysis and interpretation of collected date.
 The fourth chapter deals with the findings suggestions and conclusion ofthe
study.

6
 CHAPTER II

CONSUMER BEHAVIOUR AND BRANDED SHOES –AN OVER VIEW

2.1 INTRODUCTION

2.2 OBJECTIVE OF THE CONSUMER BEHAVIOUR

2.3 FACTORS INFLUENCING BUYING BEHAVIOUR

2.4 OVERVIEW OF THE BRAND OF SPORTS SHOES

2.5 BRANDED SHOES AND PURCHASE BEHAVIOUR OF CONSUMERS

7
2.1 INTRODUCTION
Consumer behaviors is the study of individuals, groups or organizations and
the processes they use to select secure and dispose of products, services,
experiences or ideas to satisfy needs and the impacts that these processes have on
the consumer and society. It blends elements from psychology, sociology, social
anthropology, marketing, economies it attempts to understand the decision-making
processes of buyers, both individually, and ingroups such as how, emotions affect
buying behaviors. It studies characteristics of individuals consumer such as
demographic and behavioral variables in an attempt to understand peoples wants it
also tries to asses influences on the consumer from groups such as family, friends
reference groups and society in general.

2.2 OBJECTIVES OF THE CONSUMER BEHAVIOUR

• Understand consumer psychological processes (i.e. attitudes), motivation,

decision-making perceptions, etc.) And their impact on buying behaviour.

• Learn about consumer affective, cognitive and product knowledge states.

• Gain a deeper understanding of consumer attitudes and intensions during the

decision making process.

• Understand how consumer environment and culture affect the decision

making process.

• Design marketing actions to psychologically and behaviorally influence

consumer in an ethical manner.

There are several factors contributing to the difficulty in studying consumer

behaviour. In the first place, consumer behaviour is mostly about the psychological
processes that underlie consumer choice. These processes are generally difficult to
fathom. Besides the psychological processes, the individual buyer's characteristics
too influence the behaviour. His or her needsand desires are innumerable, varying
from security needs to aesthetic needs.

They are also at different stages of emergence and actualization at a given point
of time. In addition, they occupy different priorities in the buyer's scheme of things

8
and the buyer has his or her own ideas and plans about realizing them. Uncovering
this process is a difficult task. No wonder, the buyer is described as a riddle, an
enigma: when a buyer takes a buying decision, no rigid rule binds him. In some
cases, he takes the decision on the spot. In some others, he decides after a long
search, after evaluating the various alternatives available and after reassuring himself
with the opinion of those who have already purchased the product. Interestingly an
on the spot decision does not necessarily mean an irrational decision, nor does a
carefully arrived at decisionnecessarily mean a perfectly rational decision.

Moreover, in many cases the buyer's decisions do not wait for the evaluation
of all the alternatives available to him. All that can be said is that he will normally
take a decision which he believes will meet his needs. No wonder buyer behaviour
remains a puzzle and a thermo without proof. And, it is only natural that we do
not have specific theory of buyer behaviour that fits as a complete guide to
consumer behaviour or decision making process. The task after all is one of
predicting the unpredictable: The buyer does not allow himself to be predicted
easily by the marketing man.

2.3 FACTORS INFLUENCING BUYING BEHAVIOUR

Besides the psychological process described in the foregoing section, a number of

consumer specific factors too influence the buying behaviour of the consumer
concerned. They can be grouped into three broad categories as shown below:

 Personal factors

There are two main parts to personal factors:

 Demographics of the consumer: These include age stage in family

cycle, education occupation, economic position etc. These are a part of the buyer as an
individual. An individual consumer's age, education level, occupation, overall economic
position. In short, his explicit bio data influence his role as a buyer and the scope of his
buyer. They decide the product categories he will consider, the range of brandshe will turn
to, the shops he will patronize and the quantities he will buy at a time. In a society,
influenced by it and influencing it in turn. He is a member of several groups or

9
organizations, both formal and informal. He Psychographics of the consumers.

 Psychographic factors: Besides factors like age, education etc.,

there are certain other facts about the consumer, like life styles, attitudes, self-
concept, concern about status, value system beliefs etc. that too have impact on his
buying behaviour.These are psychographic factors.
These are normally more difficult to group with and are the ones that make
predictions about the consumer behavior of a buyer or segment of buyer social
behaviour etc. And there may be several such factors under each of them within a
given religion for example there may be several sets and sub sets and groups like
orthodox and liberal ones. The net result is that within every culture there exist many
sub cultures.

Cultural diversity operates in dress, food habits, marriage practices and almost
all matters of the individual life. It manifest through various symbols and rituals,
which are unique to a society. Culture decides to a significant extent, what a
consumer would want to consume or purchase and the brand he wouldprefer. The
sub cultures within each culture too deeply influences consumer behaviour people
usually identify more intimately with the sub culture. In the Indian context caste
often operates as a sub culture and the people usually identify more intimately with
it. The caste they belong to decides, to a significant extent what they would
purchase.

 Social factors

Social groups of varying types exert influence on the consumers. The buyer is not an
aesthetic. He belongs to a family, he works for a certain firm, and he maybe a member
of a professional forum: he may belong to a particular political group. He will be part
of a particular socio-economic milieu.

• Information reaching the consumer from various sources

Information reaching the consumer from the world outside is also a major factor
influencing tough and challenging Individuals coming under the sameeconomic
group can be vastly different when it comes to lifestyle and attitudes.

10
Attitudes a major part of psychographics

People do vary a great deal when it comes to attitude. One may be timed where
the other may be outgoing and aggressive. One may be traditional in the view of
life while another may be modern. One may be laggard in embracing innovations,
while another may welcome anything new. Similarly, they also vary in the
concepts of themselves, what they are and what Particular image or status they
want to project. These differences will powerfully influence their buying
behaviour. People also vary in their concern about their own image or status in
society. As a general rule however in modern times, they show greater concern
about this. It may be the outcome ofthe growth in material prosperity and the
attitude of the time status is announced through various symbols like dress,
ornaments, possessions and general life style.

 Socio Cultural Factors

Culture influences consumer behaviour deeply a given culture brings in its own
unique pattern of social conduct. A person usually acquires his cultural attributes
right at his childhood. Culture includes religion, caste, tradition, language, pattern
of the buying behaviour of consumers. The buyer today is exposed to a veritable
flood of information, unleashed on him from different sources. The business firm is
one major source it informs him about new products, improved version of existing
products, benefits or advantages accruing from the products and so on. The
corporate information sources that persuades people to try a product include:
advertisement samples or trials, display in shops and sales men's suggestions. When
the buyer sees an advertisement for a product, he recovers information about the
existence of the product. Subsequently he may develop a positive or negative
attitude towards the product or he may remain neutral. In any case, some information
about the product has reached him and is exercising influences on his buying
behaviour.

11
2.4 OVERVIEW OF THE BRAND OF SPORTS SHOES:

NIKE:
Nike is an American multinational corporation that is engaged in the Design,
Development, Manufacturing and Worldwide Marketing and Sales of:
 Footwear
 Apparel
 Equipment
 Accessories and Services.
Nike was founded in January 25, 1964.
Headquarters: Beaverton, Oregon, United states.
Founder: Bill Bower man & Phil Knight.
CEO: Mark Parker

ADIDAS:
Adidas is a multinational firm that was founded in 1948. This was first specialized
in designing and manufacturing of sports clothing and accessories. The company is
based in Herzogenaurach, Bavaria, Germany. Adidas AG group consist of the
Reebok sportswear company, Taylor Made-Adidas Golf Company (Including
Ashworth), Rockport, and 9.1% of FC Bayern Munich. The company also produces
bags, shirts, watches, eyewear, and other sports- and clothing- related goods. It is
considered Number one manufacturer of sportswear in both Germany and Europe.
The company was founded by Adolf Dazzler who used his nickname Adi and the
first initials of his last name. Adidas’ revenue forthe year of 2012is €14.48 billion.

REEBOK:
Founded in England in 1895 as J.W.Foster and Sons, a manufacturer of track shoes.
Renamed Reebok in 1958. North American distribution rights purchased by Paul
Fireman in 1979.

PUMA:
Puma is a German company that established in 1948 by Rudolf Dazzler. Puma
produces sport categories such as sport shoes and sport clothing for different types

12
of sports like football and golf. Puma is considered as the third successful brand at
this field; the other two companies are Nike and Adidas. The most commonly made
Puma products are the athletic Puma shoes and that due to the fact that the first
puma’s products were shoes. For more details, Puma first football sneaker was
produced in 1948 and it was worn in the first football match after the war by the
Herbert Burden ski; the scorer who scored the first goal after the war (Puma,n.d.).
As well as that, 48% of Puma profits from footwear that makes it the most selling
Puma product (Puma, 2013). Puma shoes contain different types of sneakers for
different types of sports such as running shoes, football shoes and cricket shoes.

Skechers USA Inc (Skechers)

Skechers is a contemporary casual and active footwear company that designs,
develops, and markets a wide range of footwear products for men, women and
children. The company markets and sells its products through department and
specialty stores, company-owned retail
stores, athletic and independent retailers, boutiques, e-commerce retailers and
directly to consumers through retail stores. It offers these products under various
brands including BOBS,
Twinkle Toes, Relaxed Fit, Sketcher Street, D’Lites, Air-Cooled Memory Foam,
Skechers Sport, Skechers GO walk, Energy Lights, and S-Lights among others. It
has operations across Asia, the US, and Europe. Skechers is headquartered in
Manhattan Beach, California, the US.

2.5 BRANDED SHOES AND PURCHASE BEHAVIOUR OF

CONSUMERS

This study revealed that factors influencing the consumer choice of branded
shoes were quality, price, comfortable, styles, sizes etc. in earlier days, shoes were
primarily designed for the purpose of sports and physical activities. But nowadays
people prefer to wear them every day. Due to the emergence of different brands in
the market, consumers prefer to buy them .The reasons forwhich someone one would
choose one brand over another could vary based on their own personal preferences.

13
They may like the perceived quality, the looks, taste, feel, etc. Most people will
likely have at least one thing that they typically get from one company over any
others.

There are many reasons why people buy brand name shoes. For some people,it
is about the quality and the name itself. They want to be associated with a certain
brand because it has a good reputation. For others, it is about the styleand the look
of the shoe. They want to be fashionable and stylish, and brand name shoes often
have the latest trends

14
 CHAPTER III

INTRODUCTION

ANALYSIS AND INTERPRETATION

15
 INTRODUCTION

The topic of the study is consumer buying behaviour towards various

branded shoes. The data are collected through structured questionnaire. The data is
based on data collected from 50 respondents. This chapter deals with the analysis of
brand awareness of the shoes product, brand preference and brand loyalty of
customers, influence of various aspects of buying behaviour and consumer behaviour
towards branded products.

ANALYSIS AND INTERPRETATION

3.1 AGE WISE DISTRIBUTION

People of different age groups have their own decision for purchasing
branded shoes. Age is an important determinant of consumer behaviour towards
branded shoes. Since the study has been conducted from fifty respondents are
within the age limit of fifteen to fifty five.
TABLE 3.1
AGE WISE DISTRIBUTION

Age in No. of % of
years respondents respondents

15-25 28 56%

25-35 13 26%

35-45 6 12%

45-55 3 6%

Total 50 100%
(Source: primary data)

As depicted by table 3.1, 82% of the respondents are below the age of
35 and remaining between the age of 35 to 55. 56% of the respondents are from the
age group between the ages of 15-25, majority of the respondents are from this
group. It is also inferred that most of the respondents are within the age limit 15 to
35.

16
 FIGURE 3.1
AGE WISE DISTRIBUTION
60

50

40

30 No. of respondents
% of respondents

20

10

0
15-25 25-35 35-45 45-55

17
 3.2 GENDER WISE CLASSIFICATION

The consumer behaviour for branded shoes are different for different
gender. Both male and female are selected for the study.

TABLE 3.2
GENDER WISE CLASSIFICATION
Gender No.of respondents Percentage
Male 22 44%
Female 28 56%
Total 50 100%
(Source: primary data)
Table 3.2 depicts that, out of total respondents 44% are male and 56% of the
respondents are female.

FIGURE 3.2
GENDER WISE CLASSIFICATION

60

50

40

30 No.of respondents
Percentage

20

10

0
Male Female

18
3.3 INCOME WISE DISTRIBUTION

Income is an important factor which determines the purchasing power of

consumers. Hence, income of the consumer also depends upon the purchasing behaviour
of consumers towards branded shoes. Different people will have different amount of
income here the respondentsare classified on the basis of their monthly income.
TABLE 3.3
INCOME WISE DISTRIBUTION

Monthly income No. of respondents Percentage

Below -5000 15 30%
5000-25000 20 40%
25000-45000 9 18%
45000-65000 4 8%
65000 and above 2 4%
Total 50 100%

(Source: primary data)

The table 3.3 shows that majority of the respondents fall under the income group
of 5000-25000. 15 respondents out of the total 50 have income below 5000.

FIGURE 3.3
INCOME WISE DISTRIBUTION
25

20

15

10

0
Below -5000 5000-25000 25000-45000 45000-65000

No. of respondents

19
3.4 PURCHASE BEHAVIOUR OF CONSUMERS

Buyers and non-buyers of branded shoes

Buyer is a person who buy or purchase a product. Different consumers buy

different types of shoes. It may or may not be a branded shoe. Table 3.4 shows the no. of
buyers and non-buyers of a branded shoe.

TABLE 3.4
BUYERS AND NON BUYERS OF BRANDED SHOES
Types No. of % of respondents
respondents
Buyers 50 100%
Non-buyers 0 0%
Total 50 100%

(Source: primary data)

Table 3.4 shows that out of 50 respondents, 76% respondents that is, majority of
them buy branded shoes. The remaining 24% buys normal shoes.

FIGURE 3.4

BUYERS AND NON BUYERS OF BRANDED SHOES

Buyers
Non-buyers

20
3.5 BRAND AWARENES OF CONSUMERS ABOUT SHOES

There are many brands available in the market. The table 3.5 the awareness of consumers
towards branded shoes.

TABLE 3.5

BRAND AWARENES OF CONSUMERS ABOUT SHOES

Brands No.of % of respondents
respondents
Skechers 11 22%
Nike 12 24%
Adidas 16 32%
Reebok 9 18%
Others 2 4%
total 50 100%

Table 3.5 shows that majority, around 32% of the respondents are aware of Adidas shoes.
Skechers and Nike are known by respondents as 22% and 24% respectively. Around 22% of
respondents are not aware of the above brands.

FIGURE 3.5

BRAND AWARENES OF CONSUMERS ABOUT SHOES

No.of respondents

18

16

14

12

10

0
Skechers Nike Adidas Reebok Others

21
3.6 FACTORS INFLUENCING CONSUMERS

While buying a shoe, there are no.of attributes that are considered by
consumers. They are of quality, style, variety, and many others. The followingtable
shows the attribute that respondents look for in a shoe while buying.
TABLE 3.6
FACTORS INFLUENCING CONSUMERS
Attributes No. of respondents %
Durability 22 44%

Style 15 30%
Variety 7 14%

Comfort 3 6%

others 3 6%
total 50 100
(Source: primary data)
Around 44% of the respondents consider durability as their important attribute while
buying shoes . 30% of the respondents consider on the basis of style.
FIGURE 3.6
FACTORS INFLUENCING CONSUMERS

Durability Style Variety Comfort others

22
3.7 ATTENTIVENESS OF CONSUMERS WHILE BUYING SHOES

Utmost care should be taken while buying a shoes. Some of them

care while buying them, others may not.
TABLE 3.7
ATTENTIVENESS OF CONSUMERS WHILE BUYING SHOES

Frequency No. %
Always 23 46%
Sometimes 20 39%

Not at all 7 15%

total 50 100%
(Source: primary data)
Table 3.7, shows that around 47% of the consumers are attentive while buying their
shoes. Only a small percentage of respondents do not care while buying them.

FIGURE 3.7
ATTENTIVENESS OF CONSUMERS WHILE BUYING SHOES

Always Sometimes Not at all

23
3. 8 BRAND PREFERENCE OF CONSUMERS
There are no.of brands available in the market. Some of them are Adidas , Reebok,
Skechers etc. The following table shows the preference towards various brands.

TABLE 3.8
BRAND PREFERENCE OF CONSUMERS
Brands No.of respondents %
Skechers 10 20%
Nike 13 26%
Adidas 14 28%
Reebok 11 22%
Others 2 4%
total 50 100%
(Source: primary data)
Consumers prefer Adidas and Nike brand compared to others. Around 42% of the
respondents prefer Skechers and Reebok .

FIGURE3.8

BRAND PREFERENCE OF CONSUMERS

Skechers
Nike
Addidas
Reebok
Others

24
3.9 FREQUENCY OF PURCHSING A SHOE

Some of the consumers may be buying a branded shoe for the first time, while
others may be buying it for several years. The below table shows the frequency of
purchasing a branded shoe.

TABLE 3.9

FREQUENCY OF PURCHSING A SHOE

Frequency No. of respondents percentage

First time 29 58%

repeated 21 42%

total 50 100%

(Source: primary data)

Table 3.9 shows that 58%of the respondent are buying shoes for the first
time .around 42% of them buys it for several times.

FIGURE 3.9
FREQUENCY OF PURCHSING A SHOE

No. of respondents percentage

70

60

50

40

30

20

10

0
First time repeated

25
3.10 FACTORS INFLUENCING A PARTICULAR BRAND
Several factors influence a person to buy a particular brand. Factors such as convenience,
quality, price, design etc. are that influence a person.
TABLE 3.10
FACTORS INFLUENCING A PARTICULAR BRAND
Factors No % of respondents
Quality 14 28%
Price 5 9%
Size 3 6%
Design 6 12%
Color 3 6%
Durability 6 12%
Availability 3 5%
Brand image 6 6%
Discount 3 5%
Variety 3 5%
Special offer 3 6%
total 100%
(Source: primary data)
Table 3.10 shows that majority of the respondents buy a branded shoe because of its
quality. Around 12% respondents buy because of its design and durability.
FIGURE 3.10
FACTORS INFLUENCING A PARTICULAR BRAND

Quality
Price
Size
Design
Color
Durability
Availability
Brand image
Discount

26
3. 11 PAY SCALE FOR PURCHASING BRANDED SHOES BY
CONSUMERS

Different types of branded shoes are available in different prices. Consumers buys shoes
at different prices.

TABLE 3.11

PAY SCALE FOR PURCHASING BRANDED SHOES BY CONSUMERS

No. of %
Pay scale
respondens
Below 2000 23 46%

2000-3000 18 36%

3000-4000 7 14%

4000-5000 2 4%

total 50 100%
(Source: primary data)
In the table 3.11 shows many of the consumers buy shoes below the price 2000.18
respondents buy shoes between the price 2000-3000.9 respondents buy the shoes above the
price 3000.
FIGURE 3.11

PAY SCALE FOR PURCHASING BRANDED SHOES BY CONSUMERS

25
23

20
18

15
No.of
respondents

10
7

5
2

0
Below 2000- 3000- 4000-
2000 3000 4000 5000

27
3.12 INTERVAL FOR BUYING A BRANDED SHOE
A person may buy a shoes half yearly or annually or quarterly.

TABLE 3.12

INTERVAL FOR BUYING A BRANDED SHOES

Interval No. %
Quarterly 8 16%
Half yearly 21 42%
annually 21 42%
total 50 100%
(Source: primary data)

Here the table 3.12 shows that 21 of the respondents buy half yearly or yearly
basis. Only 8 respondents buys quarterly.

FIGURE 3.12

INTERVAL FOR BUYING A BRANDED SHOES

Quarterly
Half yearly
annually

28
3.13 BRAND RECENTLY BOUGHT BY CONSUMERS

Present consumption of different respondents are collected for knowing the

present status of the consumption of different branded shoes.

TABLE 3.13
BRAND RECENTLY BOUGHT BY CONSUMERS
Brands No. %
Skechers 10 20%
Nike 7 14%
Addidas 8 16%
Reebok 2 4%
Others 23 46%
total 50 100%
(Source: primary data)
The table 3.13 shows that majority of the respondents bought other branded shoes.
20% of the respondents bought Skechers brand.

FIGURE 3.13

BRAND RECENTLY BOUGHT BY CONSUMERS

Skechers
Nike
Addidas
Reebok
Others

29
3.14 BUYING BEHAVIOUR OF SAME QUALITY PRODUCT WITH
LOWER PRICE.

Consumers may be ready to buy another shoe with same quality with different price.

TABLE 3.14
BUYING BEHAVIOUR OF SAME QUALITY PRODUCT WITH LOWER PRICE
No %
Ready to buy with lower price 37 75%
Not ready to buy with lower 13 25%
price
total 50 100%
(Source: primary data)
Table 3.14 shows that around 75%, that is majority of them are willing to buy another
product with same quality with fewer price.
FIGURE 3.14
BUYING BEHAVIOUR OF SAME QUALITY PRODUCT WITH LOWER PRICE
80

70

60

50

40

30

20

10

0
Ready to buy with lower price Not ready to buy with lower price

No. of respondents % respondents

30
3.15 INFLUENCE OF ADVERTISMENT WHILE BUYING A BRANDED
SHOES

Advertisement plays a big role in marketing a product. Here it deals with the
influence of advertisement in marketing a branded shoes.
TABLE 3.15
INFLUENCE OF ADVERTISMENT WHILE BUYING A BRANDEDSHOES
influence No %
Influencing 34 68%
Not 16 32%
influencing
total 50 100%
(Source: primary data)
Table 3.15 shows 34 respondents were influenced by advertisement while buying
branded shoes.

FIGURE 3.15
INFLUENCE OF ADVERTISMENT WHILE BUYING A BRANDED SHOES

Influencing
Not influencing

31
3.16 MODE OF SHOPPING

There are two types of mode of shopping they are: online shopping and offlineshopping.
Consumers may use any if the method for their convenience.
TABLE 3.16
MODE OF SHOPPING
Mode of buying No. %
online 25 50%
offline 25 50%
total 50 100%
(Source: primary data)
Here the table 3.16 shows that equal number of respondents prefer both mode of
shopping.

FIGURE 3.16
MODE OF SHOPPING

No.

30

25

20

15

10

0
online offline

32
3. 17 FACTORS AFFECTING MODE OF ONLINE SHOPPING

There are several factors which effect the mode of onlineshopping. In this
present world, majority of the people choose online shopping.
TABLE 3.17
FACTORS AFFECTING MODE OF ONLINE SHOPPING
Factors No. %
Convenience 12 24%
Wide variety of products 14 28%
Satisfaction 12 24%
Door to door services 8 16%
Payment method 3 6%
others 1 2%
Total 50 100%
(Source: primary data)
The table 3.17 shows most of the respondents choose online shopping for buying wide
variety of products.

FIGURE 3.17
FACTORS AFFECTING MODE OF ONLINE SHOPPING

Convenience
Wide variety of products
Satisfaction
Door to door services
Payment method
others

33
3. 18 METHOD OF OFFLINE SHOPPING

Offline mode of shopping is used by many of the people. It maybe from its
brand store, or any other store or from both.
TABLE 3.18
METHOD OF OFFLINE SHOPPING
Mode of offline shopping No %
Brand store 23 46%
From any other store 12 24%
both 15 3%
Total 50 100%
(Source: primary data)
The table 3.18 shows that 46% of the respondents buy shoes from brand stores.
FIGURE 3.18
METHOD OF OFFLINE SHOPPING

No.of respondents

25

20

15

10

0
Brand store From any other store both

34
3.19 SATISFACTION OF CONSUMERS TOWARDS BRANDED SHOES

Consumers buy branded shoes for their satisfaction. Satisfaction is the main attribute while
buying any product.
TABLE 3.19
SATISFACTION OF CONSUMERS TOWARDS BRANDED SHOES

Attributes good average bad

Quality 31 19 0
Size 30 18 2
Comfortable 41 9 0
Durability 40 9 1
Price 25 11 14
Variety 40 7 3
total 207 73 20
(Source: primary data)
Table 3.19 shows that most of them buy branded shoes for their comfort. Around 40
respondents go for durability and variety.
FIGURE 3.19
SATISFACTION OF CONSUMERS TOWARDS BRANDED SHOES

good average bad

45
41 40 40
40

35
31 30
30
25
25
19 18
20
14
15
11
9 9
10 7

5 2 3
0 0 1
0
Quality Size Comfortable Durability Price Variety

35
 CHAPTER IV

4.1SUMMARY
4.2 FINDINGS
4.3SUGGESTIONS
4.4 CONCLUSION

36
4.1 SUMMARY
An analytical study based on primary data collected from fifty sample
respondents using a pre designed questionnaire form was done to evaluate consumer behavior
towards branded shoes. The study was carried out in Kannur Muncipality. The study has been
done by keeping in mind To study the purchase behavior towards branded shoes.To study about
brand preference of the consumers.To analyze the factors influencing brand preference. To
study the brand awareness of consumers. Data were analyzed and interpreted using suitable
techniques namely pie diagram, tables and charts. Various analysis has been made in this study.
Brand preference, loyalty and awareness of various branded shoes has been studied.

4.2 FINDINGS
On the basis of the objectives of the study the inferences and findings Made were;
Of the respondents were male and female.
 The respondents were selected from Kannur municipality fifty respondents were drawn
from these areas.
 Out of fifty 44% of the respondents were male and remaining 56%
 Majority of the respondents fall under the income group of 5000-25000.
 The age of the respondents is between 15-55 years. Majority are from the age group
between 15-25.
 76% of the respondents buys branded shoes.
 Around 32% of the respondents are aware of adidas shoes. 4% of the repondents are
not aware of any of the brands.
 46% of the respondents takes utmost care while buying a shoe.
 Most preferred brand by respondents is adidas.
 Majority of the respondents, around 58% brought branded shoes for the first time.
 28% of the respondents buys branded shoes because of the quality assured by the
branded shoes.
 46% of the respondents buys branded shoes price below 2000
 42% of the respondents buys branded shoes half yearly and annually.
 Recent bought shoes by respondents were of other brands .20% of them buys the brand
skechers.
 75% of the respondents are ready to buy the shoes with same quality with lower price
 68% of the respondents were influenced by advertisement.

37
  Equal number of respondents prefer both online and offline mode of shopping
 Wide variety of products available in the online store were the major factor which
effects mode of online shopping
 In offline shopping, around 46% of the respondents buys branded shoes from the brand
stores.
 Major respondents are satisfied because of the comfort provided by the brands.

4.3 SUGGESTIONS
 Creates a comprehensive market strategy.
 Majority of the consumers purchased skechers shoes. This indicates that there is wide
scope for all intermediaries are involved in this business.
 The manufacturer should assure the quality of their products and wide publicity of their
products.
 Brand loyalty is important in such type of branded shoes; it is very difficult to the
customers to induce brand switching. Any new brand entering to the market should
study these various things critically.
 The person who sells the branded shoes should monitor the satisfaction of their
customers on a regular basis using specialized surveys.
4.4 CONCLUSION
The present study a survey of fifty respondents to identify the extent of consumer
behavior towards branded shoes mainly dealt with brand awareness of the consumers, brand
preferences of the consumers and factors influencing brand preference showed that majority of
the people use branded shoes. The study reveals that the use of branded shoes like Adidas,
Nike, Skechers, Reebok and Puma are wide spread all over the world, possibly due to difference
in style and availability etc. Majority of the residents in Kannur municipality purchased
branded shoes like Adidas, Nike, Rebook and Skechers. Since Kannur municipality is a faster
growing city there is ample scope for this type of business.

38
BIBLIOGRAPHY
a) Books:
• Sneakers Wars - Barbara Smit
• Shoe Maker - Joe Foster (Founder of reebok)
• Sneakers: From your feet to wall street - Akshat Koushik
• Consumer Behaviour – S Ramesh Kumar

b) Journals :
• International journal of research and technology.
• Journal of economics and business.

c) Websites:
• www.infinity shoes.com
• www.adidas.co.in
• www.nike.com
• www.rebook.in
• www.studocu.com

39
 QUESTIONNAIRE
THE STUDY ON CONSUMER BUYING BEHAVIOUR
TOWARDS BRANDED SHOES

1. Name:
2. Age:
3. Gender:
4. Income:
a. Below -5000
b. 5000-25000
c. 25000-45000
d. 45000-65000
e. 65000 and above
5. Are you aware of your shoes?
a. Yes
b. No
6. what are the key attributes you look for in a shoe?
a. Durability
b. Style
c. Variety
d. Comfort
e. Others
7. Do you buy only branded shoe?
a. yes always
b. no

8. How much do you care about brands while buying shoes?

a. always
b. not at all
c. some time

40
9. Which brand you prefer more?
a. Adidas
b. Nike
c. Rebook
d. Sketchers
e. Others

10. Was it a first time buy or a repeat buy?

a. Yes
b. no

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

a. Quality
b. Price
c. Size
d. Design
e. Colour
f. Durability
g. Availability
h. Brand image
i. Discount
j. Variety
k. Special offer

12. How much you spend for branded shoes.

a. Less than 2000
b. 2000 -3000
c. 3000-4000
d. 4000 and above

13. How often do you buy branded shoes?

a. Monthly Twice
b. Annually
c. Quarterly

41
 d. Annually

14. Have you bought shoes recently, if yes which brand?

a. Adidas
b. Nike
c. Rebook
d. Sketchers
e. Others

15. Will you purchase another brand of same quality with fewer prices?
a. Yes
b. no

16. Does the advertising play any role in selection of brand shoe?
a. Yes
b. no

17. What is your mode of shopping?

a. Online
b. Shop

18. What are the factors attracting online shopping?

a. Convenience
b. Wide variety of products
c. Satisfaction
d. Door to door services
e. Payment method
f. Others

19. If offline buying, Where do you buy your branded shoes?

a. Brand store
b. From any other stores
c. both

42
20. How you rate the satisfaction of the shoes you used?
a. Quality
b. Size
c. Comfortable
d. Durability
e. Price
f. Variety

43