A Study of Consumers’ Purchasing Patterns for Branded Shoes

A Study of Consumers' Purchasing Patterns for Branded Shoes

ATUL TYAGI

Galgotias University, Greater Noida

Abstract- The present research paper attempts to study the consumer buying behavior in branded shoe industry, analyzing their main buying factors, brand loyalty and chances of satisfaction. The study uses the descriptive statistics, factor analysis, and ANOVA in analyzing the demographic factors, price sensitivity, perceptions about the quality of products and the effects of advertising on consumer behavior using a structured questionnaire administered to sample 102 respondents. Results indicate that the feature of being quality, comfortable and the brand image of the company is a major influencer in purchase decision whereas the price is a very important factor to many consumers. In addition, digital marketing and promotional discounts are also found to highly drive the behavior of buying but celebrity endorsements only possess low weight. The research paper finds that effective footwear brands have to find the desired combination of low prices and high product quality of their goods and approach them tactically in the form of focused digital marketing to strengthen ties with customers. These are knowledgeable tips that any marketer can follow in an effort to ensure that his branding and promotion strategies are being used optimally in a competitive environment.

Keywords- Consumer behavior, branded shoes, purchase patterns, brand loyalty, price sensitivity, advertising influence, digital marketing, product quality