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Bhuwan Kochar Final Project
Bhuwan Kochar Final Project
Submitted to
The present study entitled “An Analysis of Purchase Behavior of Consumers Buying
Branded Shoes” has been divided into 6 chapters and each chapter describes the
important information regarding every aspect of this work which is described in
following paragraphs:
The first chapter of Introduction contains some basic information about Consumer
behavior towards buying branded shoes. This chapter also contains the previous
literature related to this topic. Justification of the present study along with research
question and objectives has been stated clearly to given the correct picture of the topic.
As usual all research study has certain limitations and that is listed at the end of the first
chapter.
The second chapter contains all relevant review of literature divided into different
sections like consumer behaviour, consumer attitude, consumer satisfaction related to
purchasing of branded shoes, for more clarity.
The third chapter deals research methodology of the present study. It discusses the
objectives, hypothesis, data collection method and methodology of the study. This
chapter represents detailed analysis of scope, period, population, sample of the study. It
demonstrates the use of relevant statistical tools and techniques on sample data.
The fourth chapter is related to Analysis and Interpretation. Here, content analysis
process has been presented and also the collected data has been presented in a
systematic frame with proper analysis and interpretation. The analyzed data has been
shown in the form of tables and diagrams (Pie chart) with the description of each table,
and as per need where verification was required, appropriate review of literature has
been provided for more authenticity.
The fifth chapter represents the discussions related to major findings,
recommendations and conclusion of the report.
ACKNOWLEDGEMENT
I hereby take the opportunity to express my profound sense of gratitude and reverence
to all those who have helped and encouraged me towards successful completion of the
Project Report. It has been a great experience working on the concept of “An Analysis
of Purchase Behavior of Consumers Buying Branded Shoes.” It gives me complete
insight of this concept of marketing and its application.
I would like to thank my Project Guide Dr. Ritu Sehgal for her immense guidance,
valuable help and the opportunity provided to me to complete the project under her
guidance.
I would like to thank all faculty members of dav institute of engineering and technology
for guiding and supporting me in the completion of project from time to time.
Last but not the least, my gratitude to great almighty and my parents without whose
concerned and devoted support the project would not have been the way it is today.
BHUWAN KOCHAR
CERTIFICATE
This is to certify that the project entitled “An Analysis of Purchase Behavior of
Consumers Buying Branded Shoes” submitted by Bhawna Kochar is a bonafide piece of
work conducted under my direct supervision and guidance. No part of this work has
been submitted by any other degree of any other university. The data sources have been
duly acknowledged. It may be considered for evaluation in partial fulfillment of the
requirement for the award of degree of Master of Business Administration.
I hereby declare that the project work entitled “An Analysis of Purchase Behavior of
Consumers Buying Branded Shoes” submitted to Punjab Technical University (PTU), is
a record of an original work done by me under the guidance of Dr. Ritu Sehgal, Faculty
Member, DAV Institute of Engineering & Technology and this project has been done to
the best of my knowledge.
PREFACE I
ACKNOWLEDGEMENT II
CERTIFICATE OF APPROVAL III
DECLARATION IV
DISCUSSIONS (FINDINGS,
RECOMMANDATIONS AND
CHAPTER-V CONCLUSION) 51-54
5.1 FINDINGS 52
5.2 RECOMMENDATIONS 53
5.3 SUGGESTIONS 54
BIBLIOGRAPHY 55-59
ANNEXURE
1. Questionnaire 60-70
LIST OF TABLES
1
CHAPTER- I: INTRODUCTION
Businesses currently face the challenge of keeping up with rapid change in areas such as
technology, the brand has become one of the few resources to provide long-term
competitive advantage (Lindemann, 2003). Brand recognition and recall also affect
consumer attitudes and emotion (Rossiter 2014). A brand can be defined as a set of
tangible and intangible attributes designed to create aware ness and identity, and to build
the reputation of a product, service, person, place, or organization (Tanya Sammut
2017). Symbolic and emotional attachment between a brand and a consumer is more
probable with brands that connect heritage and authenticity to their image (Ballantyne
2006). An important and relatively unique aspect of branding research is the focus on
brand intangibles -aspects of the brand image that do not involve physical, tangible, or
concrete attributes or benefits (Levy 1999). Brand awareness plays an important role in
consumer decision-making, market performance, marketing mix, and brand equity
(Keller 2008). Described how brands can optimally balance continuity and change at
different levels over time (Preece 2019). Consumer research in branding is expansive in
nature and has investigated a wide range of topics in terms of how different kinds of
consumers respond to different types of brands and branding activities in various
contexts (Schmitt 2012). Customer satisfaction increases customer loyalty, influences
repurchase intentions and leads to positive word-of-mouth (Faullant 2008). Customer
2
satisfaction may depend not only upon the product itself, but also upon the experience
surrounding acquisition of the product (Cardoza 1995). Customer satisfaction is defined
as an overall evaluation based on the total purchase and consumption experience with
the good or service over time (Fornell 1996). Customer satisfaction is a barometer that
predicts the future customer behaviour (Hill, Roche & Allen 2007). Satisfaction and
loyalty have the direct connection between one another. As satisfied customers are loyal
and dissatisfied customers are a vendor (Heskett 2011). Quality appears to be only one
of the service factors contributing to the customer's satisfaction judgments (Cronin and
Taylor 1992). Price fairness is a very important issue that leads toward satisfaction.
Charging reasonable price helps to develop customer satisfaction and loyalty (Xia
2004). Customer satisfaction influences purchase intentions as well as post-purchase
attitude (Yi 1990).
4
CHAPTER-II: LITERATURE REVIEW
SOOD AND KAUR (2018) in their paper titled "A STUDY OF CONSUMER
BUYING BEHAVIOR CONSUMER BRANDED CASUAL SHOES IN
LUDHIANA CITY" discussed the type of brand to be adopted by the customer with
the change lifestyle etc. The objective of the study was to find out the influence of
demographic variable such as gender, age, income, occupation on the purchase branded
casual shoes. Another objective of the study was to find the level of the importance to
the factor by the customer while taking purchase decision of brand casual shoes. The
data was collected from 100 respondents via questionnaire method. The researcher
found that people under the age group of 20-25 were the frequent buyer of casual shoes.
It was also found that buying behaviour of the customer towards branded shoes was
effected by the size, quality, availability, durability etc.
5
shoe is mostly preferred by people as their choice. The data was collected via survey by
taking market conditions into consideration, which includes a sample size of 50
respondents, was a respective one. The researcher found that 58% of the respondents
prefer to buy branded shoes. It was also found, most of the customers were satisfied
towards Branded casual shoes store with respect to the chosen factors.
10
people prefer to have multiple footwears of different variety. Other age groups prefer to
have one pair but which is comfortable and long lasting.
11
CHAPTER-III
RESEARCH
METHODOLOGY
12
CHAPTER-III: RESEARCH METHODOLOGY
Being exploratory research, it is based on primary and secondary data. Primary data
includes direct questionnaire randomly. On the other side, secondary data was taken
from journals, articles, newspapers, magazines, web browsing etc.
Considering the objectives of the study, descriptive type research design is adopted to
have more accuracy and rigorous analysis of research study. The accessible secondary
data is intensively used for research study.
Research Objectives:
13
Null Hypothesis:
1. Factor analysis
2. ANOVA
To determine the appropriate data for research, mainly two kinds of data was collected
namely primary and secondary data as explained below:
Primary Data
Primary data are those, which were collected afresh and for the first time and thus
happen to be original in character. The primary data has been collected through the
Questionnaire. The Questionnaire has been properly prepared in order to cover all the
Information required for the study. The primary data has been obtained by interaction
with the officials and staff in the division in the organization and also obtained through
the Questionnaire distributed to the persons in different departments in that particular
division.
14
Secondary Data
The secondary data has been collected through by the Brand websites, journals,
newspaper articles etc. Some other data was also collected from the earlier researches
and published books.
Here the researcher follows the simple random sampling for conducting survey and in
detail sampling procedure is convenience sampling. This procedure is adopted based on
the convenience of the researcher time and money constraints. Respondents are the
consumers who regularly purchase the shoes.
102 respondents (samples) were selected to conduct research who likes to buy branded
shoes. A structured questionnaire was provided to them and their answers were
compiled and analyzed in this report.
Questionnaire
The data collected from a data collection questionnaire can be both qualitative as well as
quantitative in nature.
15
CHAPTER-IV
DATA ANALYSIS
&
INTERPRETATION
16
CHAPTER-IV: DATA INTERPRETATION AND ANALYSIS
Demographic Profile:
Age :
Till 25 52.9%
25-35 21.6%
35-45 14.7%
45-55 6.9%
Above 55 3.9%
Income:
Upto Rs 100,000 pm 36.3%
100,000-200,000 pm 17.6%
200,000-300,000 pm 11.8%
300,000-400,000 pm 15.7%
Above 400,000 pm 18.6%
Qualification:
17
Upto 12th 18.6%
Graduate 33.3%
Post Graduate 34.3%
Doctorate 4.0%
Any other 9.8%
Interpretation: In the demographic profiling, it was found that there are more number
of males than females. Percentage of males is 52.9% and females is 46.1%. Majority of
respondents are below the age of 25. Around 65% of the respondents having income
below 2 lakhs per annum in which most of the people having income below 1 lakh per
annum. Most of the respondents are qualified with almost 1/3rd of people are graduate
and 1/3rd of people have done Post-graduation.
GENDER PERCENTAGE
MALE 46.1%
FEMALE 53.9%
18
Table 4.3 Age Group
19
Table 4.5 Education Level
20
There is influence of price on the purchase decision.
OPTIONS PERCENTAGES
Strongly agree 39.2%
Agree 34.3%
Neutral 18.6%
Disagree 4.9%
Strongly disagree 2.9%
Interpretation- As India is a price sensitive market, similar thing was found here that
there is greater influence of price on purchase decision. Almost 75% agreed that price
influence their purchase decision, 19% neutral and almost 9% disagreed with the price
influence on their purchase decision.
OPTIONS PERCENTAGES
Yes 58.8%
No 41.2%
21
Interpretation – Almost 59% agreed that they are a price sensitive user, whereas 41
disagreed with this point of view.
OPTIONS PERCENTAGES
Yes 69.3%
No 30.7%
Interpretation – Almost 69% respondents are a loyal customer of their favourite brand,
on the other side 31% are not loyal or can change their brand choice anytime.
22
Does the brand well priced?
OPTIONS PERCENTAGE
Strongly agree 34.3%
Agree 35.3%
Neutral 22.5%
Strongly disagree 4.9%
Disagree 2.9%
Interpretation – Almost 70% respondents agreed that the brand of shoes is well priced
as per the quality, durability, design and comfort they provide. 23% were neutral, and
8% found the price on the higher side.
OPTIONS PERCENTAGES
Yes 79.4%
No 20.6%
23
Interpretation – Almost 79% respondents are satisfied with the shoes of their brand
and 21% are not satisfied.
24
Interpretation – Most of the respondents (almost 80%) are highly satisfied or satisfied
with their preferred brand. 18% were unable to decide whereas 3% were dissatisfied
with their preferred brand.
OPTIONS PERCENTAGE
Advertisement 27.7%
Family/Friends/ Relatives 31.7%
Brand Ambassadors 14.9%
Trends 21.8%
Others 3.9%
25
Interpretation – Most of the respondents influenced by their family/friends/relatives to
buy the shoes of a particular brand, then comes the advertisements by brands (28%),
trends comes 3rd with 22%, brand ambassadors influenced 15% respondents, and 4% got
influenced by many other reasons like reliability of brand, quality, previous experience
etc.
OPTIONS PERCENTAGES
YES 83.2%
NO 16.8%
26
Interpretation – Almost 83% respondents are satisfied with the quality of their
preferred brand. On the other side almost 17% did not found the quality of shoes up to
the mark of their preferred brand.
OPTIONS PERCENTAGES
YES 75.2%
NO 24.8%
27
Interpretation – Almost 75% respondents are satisfied with the price range of their
preferred brand while 25% found the price rage of their preferred brand on the higher
side.
If the price of your preferred brand increases, will you purchase again?
OPTIONS PERCENTAGE
Same Brand 52.5%
Cheaper Brand 27.7%
Any other Brand 19.8%
28
Interpretation – Almost 52% respondents will still prefer their preferred brand shoes
even if there is a price increase. On the other side 28% answered to go with a cheaper
price shoe brand and 20% will switch to any other brand.
OPTIONS PERCENTAGE
Comfortable 57%
Stylish and Latest Design 28%
Less expensive 8%
Advertised and Endorsed by Celebrity 7%
OPTIONS PERCENTAGE
Quality 51.5%
Durability 26.7%
29
Price 13.9%
Variety 7.9%
Any other 0%
OPTIONS PERCENTAGES
YES 75.2%
NO 24.8%
30
Interpretation – Almost 2/3rd respondents agreed that advertising play a very important
role in selection of their brand of shoes whereas 25% disagreed with it.
OPTIONS PERCENTAGE
Lucky coupon 21.8%
Free gift 21.8%
Discount 44.6%
Buy one get one free 11.9%
31
Interpretation – Most of the respondents (almost 45%) prefer discount as the best
promotional tool by brands, 22-22% people prefer Free gift and lucky coupon, and 12%
prefer Buy 1 get 1 free as the best promotional tool.
Will you purchase another brand of same quality with less price?
OPTIONS PERCENTAGES
YES 63%
NO 37%
Interpretation – Majority of respondents can switch their brand of shoes if they get
same quality at a lesser price while 37% will remain loyal to their preferred brand of
shoes, it doesn’t matter to them whatever happens in the market of other brands.
OPTIONS PERCENTAGE
Definitely 23.8%
Probably 22.8%
Maybe 39.6%
May not be 8.9%
32
Not at all 5%
Interpretation – Most of the respondents (almost 46%) agreed that their maybe some
impact of celebrities associated with brand of shoes leave an impact in their mind while
purchasing shoes. Almost 40% were doubtful of any impact of celebrities whereas 14%
denied of any impact of celebrities.
Will you purchase another brand of same quality with less price?
OPTIONS PERCENTAGE
Definitely 44.6%
Maybe 32.7%
May not be 14.9%
Not at all 7.9%
33
Interpretation - Most of respondents can switch their brand of shoes if they get same
quality at a lesser price while 32% were doubtful of changing the brand or remain loyal
to their preferred brand of shoes, whereas 23% will still prefer their preferred brand of
shoes.
To achieve the objective of extraction of factors, factor analysis has been applied.
34
variations in six observed variables mainly reflect the variations in two unobserved
(underlying) variables.
The value of KMO = 0.879 as this is more than 0.60 so we can proceed for factor analysis
35
Table 4.24 Correlation Matrix
Correl VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0
ation 0001 0002 0003 0004 0005 0006 0007 0008 0009 0010 0011 0012 0013 0014 0015 0016 0017 0018 0019 0020 0021 0022 0023 0024 0025
VAR0
1 0.506 0.392 0.291 0.205 0.123 0.25 0.407 0.262 0.425 0.226 0.372 0.48 0.28 0.378 0.396 0.24 0.397 0.328 0.387 0.398 0.395 0.29 0.301 0.338
0001
VAR0
0.506 1 0.359 0.437 0.429 0.235 0.427 0.393 0.35 0.448 0.368 0.327 0.485 0.258 0.492 0.315 0.424 0.347 0.506 0.283 0.431 0.41 0.425 0.296 0.372
0002
VAR0
0.392 0.359 1 0.267 0.353 0.408 0.261 0.377 0.311 0.459 0.027 0.358 0.334 0.366 0.316 0.508 0.376 0.388 0.294 0.249 0.253 0.382 0.421 0.459 0.278
0003
VAR0
0.291 0.437 0.267 1 0.394 0.228 0.47 0.285 0.177 0.371 0.334 0.189 0.264 0.199 0.27 0.263 0.415 0.442 0.342 0.301 0.335 0.348 0.355 0.26 0.251
0004
VAR0
0.205 0.429 0.353 0.394 1 0.461 0.481 0.415 0.369 0.387 0.379 0.161 0.483 0.211 0.396 0.228 0.44 0.396 0.431 0.277 0.427 0.358 0.377 0.405 0.37
0005
VAR0
0.123 0.235 0.408 0.228 0.461 1 0.229 0.433 0.251 0.35 0.229 0.335 0.314 0.176 0.306 0.381 0.271 0.427 0.194 0.268 0.177 0.414 0.474 0.325 0.345
0006
VAR0
0.25 0.427 0.261 0.47 0.481 0.229 1 0.227 0.269 0.27 0.48 0.226 0.375 0.379 0.356 0.292 0.613 0.489 0.44 0.423 0.439 0.388 0.428 0.356 0.375
0007
VAR0
0.407 0.393 0.377 0.285 0.415 0.433 0.227 1 0.421 0.408 0.245 0.251 0.267 0.28 0.364 0.256 0.219 0.385 0.234 0.28 0.344 0.35 0.275 0.338 0.308
0008
VAR0
0.262 0.35 0.311 0.177 0.369 0.251 0.269 0.421 1 0.363 0.428 0.307 0.252 0.263 0.384 0.427 0.368 0.147 0.42 0.304 0.409 0.26 0.287 0.491 0.148
0009
VAR0
0.425 0.448 0.459 0.371 0.387 0.35 0.27 0.408 0.363 1 0.282 0.335 0.354 0.453 0.383 0.409 0.46 0.454 0.39 0.383 0.217 0.522 0.279 0.515 0.412
0010
VAR0
0.226 0.368 0.027 0.334 0.379 0.229 0.48 0.245 0.428 0.282 1 0.245 0.268 0.176 0.312 0.299 0.473 0.399 0.453 0.508 0.509 0.331 0.312 0.351 0.279
0011
VAR0
0.372 0.327 0.358 H.189 0.161 0.335 0.226 0.251 0.307 0.335 0.245 1 0.302 0.399 0.403 0.585 0.334 0.176 0.391 0.352 0.194 0.373 0.308 0.346 0.356
0012
VAR0
0.48 0.485 0.334 0.264 0.483 0.314 0.375 0.267 0.252 0.354 0.268 0.302 1 0.283 0.566 0.369 0.354 0.433 0.51 0.386 0.363 0.438 0.584 0.374 0.412
0013
VAR0
0.28 0.258 0.366 0.199 0.211 0.176 0.379 0.28 0.263 0.453 0.176 0.399 0.283 1 0.443 0.395 0.313 0.223 0.396 0.357 0.11 0.285 0.275 0.399 0.288
0014
VAR0
0.378 0.492 0.316 0.27 0.396 0.306 0.356 0.364 0.384 0.383 0.312 0.403 0.566 0.443 1 0.382 0.429 0.32 0.568 0.356 0.404 0.402 0.426 0.278 0.454
0015
VAR0
0.396 0.315 0.508 0.263 0.228 0.381 0.292 0.256 0.427 0.409 0.299 0.585 0.369 0.395 0.382 1 0.469 0.479 0.537 0.558 0.407 0.434 0.476 0.564 0.337
0016
VAR0
0.24 0.424 0.376 0.415 0.44 0.271 0.613 0.219 0.368 0.46 0.473 0.334 0.354 0.313 0.429 0.469 1 0.547 0.612 0.577 0.497 0.451 0.367 0.449 0.351
0017
VAR0
0.397 0.347 0.388 0.442 0.396 0.427 0.489 0.385 0.147 0.454 0.399 0.176 0.433 0.223 0.32 0.479 0.547 1 0.477 0.626 0.43 0.537 0.452 0.42 0.461
0018
VAR0
0.328 0.506 0.294 0.342 0.431 0.194 0.44 0.234 0.42 0.39 0.453 0.391 0.51 0.396 0.568 0.537 0.612 0.477 1 0.654 0.55 0.447 0.393 0.474 0.394
0019
VAR0
0.387 0.283 0.249 0.301 0.277 0.268 0.423 0.28 0.304 0.383 0.508 0.352 0.386 0.357 0.356 0.558 0.577 0.626 0.654 1 0.446 0.343 0.395 0.474 0.447
0020
VAR0
0.398 0.431 0.253 0.335 0.427 0.177 0.439 0.344 0.409 0.217 0.509 0.194 0.363 0.11 0.404 0.407 0.497 0.43 0.55 0.446 1 0.297 0.349 0.249 0.382
0021
VAR0
0.395 0.41 0.382 0.348 0.358 0.414 0.388 0.35 0.26 0.522 0.331 0.373 0.438 0.285 0.402 0.434 0.451 0.537 0.447 0.343 0.297 1 0.402 0.541 0.444
0022
VAR0
0.29 0.425 0.421 0.355 0.377 0.474 0.428 0.275 0.287 0.279 0.312 0.308 0.584 0.275 0.426 0.476 0.367 0.452 0.393 0.395 0.349 0.402 1 0.386 0.501
0023
VAR0
0.301 0.296 0.459 0.26 0.405 0.325 0.356 0.338 0.491 0.515 0.351 0.346 0.374 0.399 0.278 0.564 0.449 0.42 0.474 0.474 0.249 0.541 0.386 1 0.332
0024
VAR0 0.338 0.372 0.278 0.251 0.37 0.345 0.375 0.308 0.148 0.412 0.279 0.356 0.412 0.288 0.454 0.337 0.351 0.461 0.394 0.447 0.382 0.444 0.501 0.332 1
0025
36
37
Francis Galton- A correlation matrix is simply a table which displays
the correlation coefficients for different variables. The matrix depicts the correlation
between all the possible pairs of values in a table. It is a powerful tool to summarize a
large dataset and to identify and visualize patterns in the given data.
38
Table 4.25 Anti-image Matrices
Anti-i
mage VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0
Covar 0001 0002 0003 0004 0005 0006 0007 0008 0009 0010 0011 0012 0013 0014 0015 0016 0017 0018 0019 0020 0021 0022 0023 0024 0025
iance
VAR0 -0.05 -0.01
0.43 -0.1 -0.1 -0 0.05 0.11 0 -0.1 -0 0.02 -0.1 -0.1 -0 -0 0.08 -0 0.08 -0.1 -0.1 -0.1 0.05 0.02 0.01
0001 2 5
VAR0 -0.07
-0.1 0.44 -0 -0.1 -0 0.01 -0.1 -0.1 0 -0.1 -0 -0 0.06 -0 0.016 -0 0.04 -0.1 0.08 0.01 0.01 -0.1 0.04 -0
0002 1
VAR0 -0.04 -0.05
-0.1 -0 0.47 0.01 -0.1 -0.1 0.02 -0 -0 0.15 -0 0.04 -0.1 0.01 -0.1 -0 0.02 0.05 -0 0.02 -0.1 -0.1 0.04
0003 1 5
VAR0 -0.08
-0 -0.1 0.01 0.61 -0.1 0.04 -0.1 -0 0.06 -0 -0 0.07 0.03 -0 0.001 -0 -0.1 -0 0.01 -0 -0 -0.1 0.02 0.08
0004 1
VAR0 -0.02
0.05 -0 -0.1 -0.1 0.42 -0.1 -0.1 -0.1 -0 -0 0.05 -0.1 0.03 0.01 0.052 -0 0.02 -0.1 0.05 -0 0.06 0.06 -0.1 -0.1
0005 8
VAR0 -0.02 -0.04
0.11 0.01 -0.1 0.04 -0.1 0.46 0.03 -0.1 -0 -0 -0.1 0.01 0.04 -0 0.03 -0.1 0.07 -0 0.04 -0.1 -0.1 0.05 0.01
0006 7 2
VAR0
0 -0.1 0.02 -0.1 -0.1 0.03 0.4 0.04 -0 0.108 -0.1 -0 -0 -0.2 0.03 0.042 -0.1 -0.1 0.04 0.01 -0 -0 -0 -0 -0
0007
VAR0 -0.00
-0.1 -0.1 -0 -0 -0.1 -0.1 0.04 0.5 -0.1 0.04 -0 0.06 -0.1 -0.1 0.079 0.07 -0.1 0.06 -0 -0.1 -0 0.02 -0 0.01
0008 4
VAR0 -0.06 -0.05
-0 0 -0 0.06 -0 -0 -0 -0.1 0.46 -0.1 0.01 0.04 0.05 -0.1 -0 0.11 -0 0.02 -0.1 0.04 -0 -0.1 0.09
0009 3 8
VAR0 8.54E
-0.1 -0.1 -0 -0.1 -0 -0 0.11 -0 -0.1 0.415 -0 0.03 -0 -0.1 0.02 -0.1 -0 0.03 0 0.07 -0.1 0.08 -0 -0.1
0010 -06
VAR0 -0.02
0.02 -0.1 0.15 -0 -0 -0 -0.1 0.04 -0.1 0.46 -0.1 0.04 0.01 -0 0.044 0 -0 0.03 -0.1 -0.1 -0 -0 -0 0.06
0011 3
VAR0 -0.15
-0.1 -0 -0 -0 0.05 -0.1 -0 -0 0.01 0.032 -0.1 0.47 -0 -0 -0 -0 0.13 -0 -0 0.09 -0 0.05 0.04 -0.1
0012 7
VAR0 -0.01
-0.1 -0 0.04 0.07 -0.1 0.01 -0 0.06 0.04 0.04 -0 0.39 0.02 -0.1 0.025 0.03 -0 -0 -0 0.01 -0 -0.2 -0 0.05
0013 2
VAR0 -0.13 -0.03
-0 0.06 -0.1 0.03 0.03 0.04 -0.2 -0.1 0.05 0.01 -0 0.02 0.51 -0.1 0.05 0.06 -0.1 -0 0.08 0.04 -0 -0 0.01
0014 1 7
VAR0 -0.00
-0 -0 0.01 -0 0.01 -0 0.03 -0.1 -0.1 0.015 -0 -0 -0.1 -0.1 0.43 -0.1 0.02 -0.1 0.04 -0 -0 0.01 0.09 -0.1
0015 2
VAR0 8.54E
-0 0.02 -0.1 0 0.05 -0 0.04 0.08 -0.1 0.04 -0.2 0.03 -0 -0 0.321 0 -0.1 -0 -0 -0.1 0.01 -0.1 -0.1 0.05
0016 -06
VAR0 -0.08
0.08 -0 -0.1 -0 -0 0.03 -0.1 0.07 -0 0 -0 0.03 0.05 -0.1 0.003 0.35 -0 -0 -0.1 -0.1 -0 0.02 -0 0.05
0017 5
VAR0 -0.03 -0.06
-0 0.04 -0 -0.1 0.02 -0.1 -0.1 -0.1 0.11 -0 0.13 -0 0.06 0.02 -0 0.31 -0 -0.1 0.01 -0.1 0 0.02 -0
0018 6 8
VAR0 -0.02
0.08 -0.1 0.02 -0 -0.1 0.07 0.04 0.06 -0 0.026 0.03 -0 -0 -0.1 -0.1 -0 -0 0.29 -0.1 -0.1 -0.1 0.03 -0 0.03
0019 2
VAR0 -0.03
-0.1 0.08 0.05 0.01 0.05 -0 0.01 -0 0.02 0.004 -0.1 -0 -0 -0 0.04 -0.1 -0.1 -0.1 0.3 0.03 0.1 -0 -0 -0.1
0020 7
VAR0 -0.08
-0.1 0.01 -0 -0 -0 0.04 -0 -0.1 -0.1 0.07 -0.1 0.09 0.01 0.08 -0 -0.1 0.01 -0.1 0.03 0.4 0.02 0.01 0.08 -0.1
0021 5
VAR0 -0.06
-0.1 0.01 0.02 -0 0.06 -0.1 -0 -0 0.04 -0 -0 -0 0.04 -0 0.006 -0 -0.1 -0.1 0.1 0.02 0.44 0 -0.1 -0.1
0022 3
VAR0 -0.06
0.05 -0.1 -0.1 -0.1 0.06 -0.1 -0 0.02 -0 0.077 -0 0.05 -0.2 -0 0.01 0.02 0 0.03 -0 0.01 0 0.41 -0 -0.1
0023 4
VAR0 -0.04 -0.08
0.02 0.04 -0.1 0.02 -0.1 0.05 -0 -0 -0.1 -0 0.04 -0 -0 0.09 -0 0.02 -0 -0 0.08 -0.1 -0 0.4 -0
0024 1 6
VAR0 -0.09
0.01 -0 0.04 0.08 -0.1 0.01 -0 0.01 0.09 0.06 -0.1 0.05 0.01 -0.1 0.053 0.05 -0 0.03 -0.1 -0.1 -0.1 -0.1 -0 0.49
0025 6
39
Anti-i
mage VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0 VAR0
Covar 0001 0002 0003 0004 0005 0006 0007 0008 0009 0010 0011 0012 0013 0014 0015 0016 0017 0018 0019 0020 0021 0022 0023 0024 0025
iance
VAR0 -0.12 -0.03
.835a -0.3 -0.2 -0 0.12 0.25 0.01 -0.1 -0 0.05 -0.2 -0.3 -0 -0 0.22 -0.1 0.23 -0.2 -0.2 -0.1 0.13 0.04 0.02
0001 3 9
VAR0 -0.16
-0.3 .911a -0.1 -0.1 -0 0.03 -0.1 -0.1 0.01 -0.1 -0 -0.1 0.12 -0.1 0.043 -0.1 0.1 -0.3 0.22 0.03 0.02 -0.1 0.09 -0
0002 5
VAR0 -0.09 -0.14
-0.2 -0.1 .896a 0.02 -0.1 -0.1 0.03 -0 -0 0.33 -0.1 0.08 -0.1 0.02 -0.2 -0.1 0.06 0.13 -0.1 0.04 -0.2 -0.2 0.09
0003 2 2
VAR0 a -0.16
-0 -0.1 0.02 .921 -0.1 0.07 -0.2 -0 0.11 -0 -0 0.15 0.05 -0 0.002 -0 -0.1 -0 0.03 -0 -0 -0.2 0.03 0.14
0004 1
VAR0 -0.06
0.12 -0 -0.1 -0.1 .881a -0.3 -0.2 -0.1 -0.1 -0.1 0.1 -0.3 0.06 0.03 0.143 -0 0.04 -0.2 0.15 -0.1 0.13 0.14 -0.2 -0.1
0005 7
VAR0 a -0.06
0.25 0.03 -0.1 0.07 -0.3 .839 0.07 -0.2 -0 -0 -0.2 0.03 0.09 -0.1 -0.11 0.06 -0.2 0.19 -0.1 0.09 -0.2 -0.2 0.1 0.02
0006 2
VAR0
0.01 -0.1 0.03 -0.2 -0.2 0.07 .873a 0.1 -0 0.266 -0.1 -0 -0 -0.4 0.07 0.117 -0.3 -0.2 0.13 0.02 -0.1 -0.1 -0.1 -0 -0.1
0007
VAR0 a -0.00
-0.1 -0.1 -0 -0 -0.1 -0.2 0.1 .859 -0.3 0.09 -0.1 0.13 -0.1 -0.1 0.197 0.16 -0.2 0.17 -0.1 -0.2 -0 0.05 -0.1 0.02
0008 8
VAR0 -0.14 -0.15
-0 0.01 -0 0.11 -0.1 -0 -0 -0.3 .856a -0.2 0.03 0.09 0.09 -0.1 -0 0.28 -0.1 0.04 -0.1 0.1 -0.1 -0.3 0.18
0009 5 2
VAR0 2.34E
-0.1 -0.2 -0.1 -0.2 -0.1 -0.1 0.27 -0 -0.1 .888a -0.1 0.07 -0 -0.3 0.04 -0.2 -0.1 0.08 0.01 0.17 -0.1 0.19 -0.1 -0.2
0010 -05
VAR0 -0.05 a
0.05 -0.1 0.33 -0 -0.1 -0 -0.1 0.09 -0.2 .871 -0.1 0.1 0.02 -0 0.115 0 -0.1 0.09 -0.2 -0.3 -0.1 -0.1 -0.1 0.12
0011 3
VAR0 -0.40
-0.2 -0 -0.1 -0 0.1 -0.2 -0 -0.1 0.03 0.073 -0.1 .829a -0 -0.1 -0 -0.1 0.33 -0.1 -0 0.2 -0.1 0.12 0.09 -0.2
0012 6
VAR0 -0.02 a
-0.3 -0.1 0.08 0.15 -0.3 0.03 -0 0.13 0.09 0.1 -0 .876 0.05 -0.3 0.071 0.08 -0.1 -0.1 -0 0.02 -0.1 -0.4 -0.1 0.11
0013 9
VAR0 -0.28 -0.09
-0 0.12 -0.1 0.05 0.06 0.09 -0.4 -0.1 0.09 0.02 -0.1 0.05 .831a -0.3 0.12 0.15 -0.1 -0.1 0.19 0.09 -0 -0.1 0.03
0014 5 2
VAR0 -0.00
-0 -0.1 0.02 -0 0.03 -0.1 0.07 -0.1 -0.1 0.036 -0 -0 -0.3 -0.3 .911a -0.1 0.06 -0.2 0.12 -0 -0 0.01 0.21 -0.2
0015 5
VAR0 2.34E
-0 0.04 -0.1 0 0.14 -0.1 0.12 0.2 -0.2 0.12 -0.4 0.07 -0.1 -0 .884a 0.01 -0.2 -0.1 -0.1 -0.2 0.02 -0.2 -0.2 0.13
0016 -05
VAR0 -0.22
0.22 -0.1 -0.2 -0 -0 0.06 -0.3 0.16 -0 0 -0.1 0.08 0.12 -0.1 0.01 .910a -0.1 -0.1 -0.2 -0.2 -0.1 0.04 -0 0.13
0017 3
VAR0 -0.10 -0.21
-0.1 0.1 -0.1 -0.1 0.04 -0.2 -0.2 -0.2 0.28 -0.1 0.33 -0.1 0.15 0.06 -0.1 .882a -0.1 -0.3 0.01 -0.2 0.01 0.06 -0.1
0018 2 6
VAR0 -0.07
0.23 -0.3 0.06 -0 -0.2 0.19 0.13 0.17 -0.1 0.076 0.09 -0.1 -0.1 -0.1 -0.2 -0.1 -0.1 .884a -0.4 -0.2 -0.2 0.08 -0.1 0.08
0019 2
VAR0 a
-0.2 0.22 0.13 0.03 0.15 -0.1 0.02 -0.1 0.04 0.012 -0.2 -0 -0 -0.1 0.12 -0.12 -0.2 -0.3 -0.4 .861 0.08 0.28 -0 -0.1 -0.2
0020
VAR0 -0.23
-0.2 0.03 -0.1 -0 -0.1 0.09 -0.1 -0.2 -0.1 0.171 -0.3 0.2 0.02 0.19 -0 -0.2 0.01 -0.2 0.08 .863a 0.05 0.02 0.2 -0.2
0021 8
VAR0 -0.14 a
-0.1 0.02 0.04 -0 0.13 -0.2 -0.1 -0 0.1 -0.1 -0.1 -0.1 0.09 -0 0.017 -0.1 -0.2 -0.2 0.28 0.05 .911 0.01 -0.3 -0.1
0022 7
VAR0 -0.17
0.13 -0.1 -0.2 -0.2 0.14 -0.2 -0.1 0.05 -0.1 0.188 -0.1 0.12 -0.4 -0 0.01 0.04 0.01 0.08 -0 0.02 0.01 .876a -0 -0.3
0023 7
VAR0 -0.10 -0.24 a
0.04 0.09 -0.2 0.03 -0.2 0.1 -0 -0.1 -0.3 -0.1 0.09 -0.1 -0.1 0.21 -0 0.06 -0.1 -0.1 0.2 -0.3 -0 .898 -0.1
0024 2 2
VAR0 -0.21
0.02 -0 0.09 0.14 -0.1 0.02 -0.1 0.02 0.18 0.12 -0.2 0.11 0.03 -0.2 0.134 0.13 -0.1 0.08 -0.2 -0.2 -0.1 -0.3 -0.1 .872a
0025 2
40
Anti-image correlations and off-diagonal elements. Boxplots represent quartiles. Means AE 1 standard deviation are displayed within data
point.
41
Table 4.26 Communalities
Initial Extraction
VAR00001 1.000 .674
VAR00002 1.000 .683
VAR00003 1.000 .590
VAR00004 1.000 .571
VAR00005 1.000 .675
VAR00006 1.000 .779
VAR00007 1.000 .588
VAR00008 1.000 .622
VAR00009 1.000 .816
VAR00010 1.000 .672
VAR00011 1.000 .653
VAR00012 1.000 .592
VAR00013 1.000 .676
VAR00014 1.000 .486
VAR00015 1.000 .663
VAR00016 1.000 .727
VAR00017 1.000 .681
VAR00018 1.000 .749
VAR00019 1.000 .724
VAR00020 1.000 .711
VAR00021 1.000 .630
VAR00022 1.000 .548
VAR00023 1.000 .679
VAR00024 1.000 .658
VAR00025 1.000 .552
Extraction Method: Principal Component
Analysis.
42
Table 4.27 Total Variance Explained
Extraction Sums of Squared Rotation Sums of Squared
Initial Eigenvalues Loadings Loadings
% of Cumulative % of Cumulative % of Cumulative
Component Total Variance % Total Variance % Total Variance %
1 9.874 39.498 39.498 9.874 39.498 39.498 4.103 16.413 16.413
2 1.682 6.726 46.224 1.682 6.726 46.224 3.282 13.129 29.542
3 1.387 5.549 51.773 1.387 5.549 51.773 2.793 11.170 40.712
4 1.226 4.906 56.678 1.226 4.906 56.678 2.376 9.502 50.214
5 1.191 4.764 61.442 1.191 4.764 61.442 2.291 9.164 59.378
6 1.039 4.155 65.597 1.039 4.155 65.597 1.555 6.219 65.597
7 .978 3.912 69.509
8 .827 3.310 72.818
9 .776 3.105 75.924
10 .725 2.899 78.822
11 .642 2.567 81.390
12 .578 2.313 83.702
13 .531 2.123 85.826
14 .489 1.957 87.783
15 .469 1.877 89.659
16 .409 1.636 91.296
17 .372 1.486 92.782
18 .305 1.221 94.003
19 .285 1.139 95.142
20 .266 1.064 96.207
21 .241 .966 97.172
22 .211 .844 98.016
23 .182 .729 98.745
24 .169 .676 99.421
25 .145 .579 100.000
The total variance is the sum of variances of all individual principal components. The
fraction of variance explained by a principal component is the ratio between the
variance of that principal component and the total variance. For several principal
components, add up their variances and divide by the total variance.
43
Table 4.28 Component Matrixa
Component
1 2 3 4 5 6
VAR00001 .576 .175 .390 -.220 -.334
VAR00002 .660 .195 .421 -.158
VAR00003 .582 .464 .113 -.102
VAR00004 .539 -.240 .261 -.388
VAR00005 .626 -.165 .401 .272 .145
VAR00006 .525 .284 .381 -.338 .164 .370
VAR00007 .638 -.391 -.117
VAR00008 .547 .219 .320 .186 .362
VAR00009 .546 -.220 .268 .600 .191
VAR00010 .659 .279 .125 -.376
VAR00011 .570 -.490 -.150 .240
VAR00012 .544 .372 -.340 -.107 .150
VAR00013 .660 .184 .220 -.334 .212
VAR00014 .517 .308 -.302 -.162
VAR00015 .665 .386 -.161 .210
VAR00016 .691 .247 -.380 -.166 .125
VAR00017 .716 -.291 -.181 -.194
VAR00018 .702 -.154 .154 -.388 -.165 -.175
VAR00019 .743 -.226 -.315
VAR00020 .689 -.204 -.352 -.230 -.135
VAR00021 .618 -.426 .225
VAR00022 .678 .143 .112 -.179 -.136
VAR00023 .656 .214 -.103 -.241 .364
VAR00024 .666 .206 -.200 -.250 .259
VAR00025 .618 .152 -.352 .138
Extraction Method: Principal Component Analysis.
a. 6 components extracted.
The components can be interpreted as the correlation of each item with the
component. Each item has a loading corresponding to each of the 6 components. For
example, Item 2 is correlated 0.312 with the first component, 0.529 with the third
component and −0.520 with the fourth, and so on.
44
Table 4.29 Rotated Component Matrixa
Component
1 2 3 4 5 6
VAR00001 .312 .529 .520 -.132
VAR00002 .274 .579 .459 .238
VAR00003 .460 .138 .451 .379 .107
VAR00004 .477 .128 .558 .114
VAR00005 .384 .247 .289 .483 .377
VAR00006 .183 .127 .832 .163
VAR00007 .676 .206 .241 .162
VAR00008 .108 .194 .515 .311 .458
VAR00009 .238 .340 .789
VAR00010 .189 .437 .630 .164 .118
VAR00011 .716 .116 .344
VAR00012 .679 .320 .112 .119
VAR00013 .226 .182 .695 .133 .301
VAR00014 .104 .608 .183 .260
VAR00015 .203 .291 .676 .132 .233
VAR00016 .302 .738 .162 .236
VAR00017 .713 .314 .201 .129
VAR00018 .591 .204 .122 .380 .387 -.221
VAR00019 .605 .419 .394 .160
VAR00020 .663 .483 .155
VAR00021 .598 .403 .319
VAR00022 .301 .350 .192 .417 .351
VAR00023 .278 .217 .477 .570
VAR00024 .329 .576 .265 .297 .234
VAR00025 .291 .228 .478 .139 .374 -.164
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 18 iterations.
The rotated component matrix, sometimes referred to as the loadings, is the key output
of principal components analysis. It contains estimates of the correlations between each
of the variables and the estimated components.
45
Table 4.30 Component Transformation Matrix
Compone
nt 1 2 3 4 5 6
1 .549 .462 .428 .375 .346 .205
2 -.759 .558 -.023 .222 .251 -.004
3 -.194 -.670 .186 .417 .551 -.050
4 -.280 -.148 .652 .071 -.511 .456
5 .026 -.069 -.536 .135 .078 .826
6 -.076 -.003 .263 -.783 .497 .254
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
46
Knut Kvaal (1996)- In this approach, the raw data were used first, then the principal
components were used as input variables to the network. It should be possible to have a
network model with at least the same degree of RMS. as PCR. The optimal number of
scores from PCR were used as the number of score inputs to our network. It is also
recommended to optimise the number of score inputs and the number of neurones in the
hidden layer to find an optimal network model.
Table 4.32 Factors affecting purchase behavior of consumer for branded shoes
3.I prefer a
shoe brand 0.713
which
provides
many colour
options that
can match
with my
whole dress
up.
4.I prefer a
shoe brand 0.605
which also
fulfils its
responsibility
Social via
spending
into public
welfare
programs.
47
5.I prefer a 0.663
shoe brand
which has a
good
corporate
image
2. Unique 1.I prefer a 0.679 3.282 13.129 29.542
shoe brand
which makes
shoes which
looks unique.
2.I prefer a
shoe brand 0.608
which shoes
can be easily
carried and
get fit into a
travel bag.
3.I prefer a
shoe brand 0.738
which makes
a shoes
fantastic in
design.
3. Comfortable 1.I prefer a 0.695 2.793 11.170 40.712
shoe brand
which makes
shoe which
are easy to
clean.
48
company
does not
affect my
choice of
shoes
Interpretation: Table 4.15 shows that six factors have been extracted after applying
factor analysis namely "Brand recognition, Unique, Comfortable, Utility, Exposure to
personality, Brand loyalty".
The First factor named " Brand recognition" contains 5 variable (with eigen value
4.103). This factor included statement such as " I prefer usage of a brand that is widely
and easily available" with factor loading 0.676, "I prefer a shoe brand which reflects the
price to other people which I paid for it" with factor loading 0.716, " I prefer a shoe
brand which provides many colour options that can match with my whole dress up"
with factor loading 0.713, "I prefer a shoe brand which also fulfils its responsibility
Social via spending into public welfare programs" with factor loading 0.605, "1 prefer a
shoe brand which has a good corporate image" with factor loading 0.663.
The Second factor named " Unique" contains 3 variables (with eigen value 3.282).
This factor included statement such as " I prefer a shoe brand which makes shoes which
looks unique" with factor loading 0.679, "I prefer a shoe brand which shoes can be
easily carried and get fit into a travel bag" with factor loading value 0.608, "I prefer a
shoe brand which makes a shoes fantastic in design" with factor loading value 0.738.
The Third factor named " Comfortable" contains 2 variable (with eigen value 2.793).
This factor included statements such as "1prefer a shoe brand which makes shoe which
are easy to clean" with factor loading 0.695, "1 prefer a shoe brand which makes dust
resistant shoes" with factor loading 0.676.
The Fourth factor named " Utility" contains 1 variable (with eigen value 2.376). This
factor included statements such as "I prefer a shoe brand which can provide shoes that
can match to my clothes or dress-up" with factor loading 0.630.
49
The Fifth factor named "Exposure to personality" contains 1 variable (with eigen
value 2.291). This factor included statements such as "I feel that a shoe exposes my
personality" with factor loading 0.832.
The Sixth factor named "Brand loyalty" contains 1 variable (with eigen value 1.555).
This factor included statements such as "Extensive advertising by a competitor
company does not affect my choice of shoes" with factor loading 0.789.
50
3. Analysis of satisfaction level of customer using Branded shoes.
Interpretation: Table 4.16 of ANOVA between gender and satisfaction level shows
that F Value = 1.608 and P Value = 0.178 as P is > 0.05, therefore null hypothesis “
There is no significant relationship between gender and satisfaction level of
branded shoes” has been accepted.
ANOVA between Age and satisfaction level shows that F Value = 0.482 and P Value =
0.749 as P is > 0.05, therefore null hypothesis “There is no significant relationship
between Age and satisfaction level of branded shoes” has been accepted.
ANOVA between Income and satisfaction level shows that F Value = 0.654 and P Value
= 0.625 as P is > 0.05, therefore null hypothesis “There is no significant relationship
between income and satisfaction level of branded shoes” has been accepted.
51
ANOVA between qualification and satisfaction level shows that F Value = 0.250 and P
Value = 0.909 as P is > 0.05, therefore null hypothesis “There is no significant
relationship between qualification and satisfaction level of branded shoes” has been
accepted.
52
Age Buying
behavior
towards
branded
shoes even
if they are
same.
Age Pearson 1 -.148
correlation
Sig. (2 – .139
tailed)
N 102 102
Buying Pearson -.148 1
behavior correlation
towards Sig. (2 – .139
branded tailed)
shoes even N 102 102
if they are
same.
Correlation is significant at 0.05 level (2 tail).
The P – value is .139 which is > than the alpha value. Hence null hypothesis is
accepted. Therefore, is a significant relationship between age and buying behavior of
the customer towards branded shoes.
53
CHAPTER-V
DISCUSSION
(FINDINGS, RECOMMENDATIONS,
CONCLUSION)
54
CHAPTER-V : DISCUSSION (FINDINGS,
RECOMMENDATIONS, CONCLUSION)
5.1 FINDINGS
55
5.2 RECOMMENDATIONS
Department stores are prime sales and marketing channel for branded shoes. In addition,
store decorations and product displays should be designed to create a strong first
impression.
1. Brands should keep reminding their customers why their shoes are different
from others and why they should keep relying on their shoes.
2. Departmental stores are the prime sales and marketing channel for branded
shoes. In addition, store decorations and product displays should be designed to
create a strong first impression.
3. Brands should focus on providing comfort to their customers as much as
possible as if there would be a compromise on comfort, this can definitely affect
consumer mindset about the brand.
4. Quality of the product should never be compromised. It should be improved
further, innovative new designs, more comfort etc. can make a brand different
from others and can ultimately increase sales.
5. Seasonal promotion campaigns like special discounts and advertisements could
be employed. New lines of collections should be introduced for special
occasions and festivals.
6. Brands should focus on making the shoes that can reflect the personality of the
shoe wearing person. For this, different varieties should be introduced for
various types of customers having different personalities.
7. Brands should keep focusing on not only building the brand but also to keep it a
brand in the minds of people to keep their customers loyal as a new competitor
in this digital world can rapidly decrease market share through its aggressive
advertisements and product launchings.
8. Brands should keep in mind that customer satisfaction is the most crucial thing,
if the customer is not satisfied with their shoe, no brand can remain present in
the current competitive market.
56
5.3 CONCLUSION
It was found that price has a significant influence in the judgment-making process of
perception quality. This shows that the subject is susceptible to be influenced by the
price clues in the quality perception evaluation, because the consumer can use price
cues to generate quality association, the higher the price marked, the better the
perceived quality of the shoes. In addition, the brand positioning has a moderating effect
on the perceived quality. Under the same brand positioning, the price of brand shoes is
significantly positively correlated with the perceived quality but when the brand
positioning is different, the price marked on the brand shoes is the same, compared with
the lower-end brand, the perceived quality of the high-end product is significantly
higher than that at the same price.
The factors like brand loyalty, quality, innovation, advertisement, status, variety in
design and promotional activities create an impact on the consumer perception. And
among all this factors the price and brand loyalty factor has emerged as the most
important factor having a greatest impact on the consumer perception towards the
different brands in retail stores among the all factors.
Due to the rise of online shopping, the brands have to show and establish their presence
in different e-commerce platforms and on their own websites. The online marketing,
competition, loyalty and visibility is going to be the most important factors ahead in
winning the war to become or remain the greatest brand in shoes in the upcoming years
ahead.
57
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Annexure
QUESTIONNAIRE
SECTION A
Name: ____________________
Age: Till 25 ☐
25 – 35 ☐
35 – 45 ☐
45 – 55 ☐
Above 55 ☐
☐ 100,000 -200,000 pm
☐ 200,000- 300,000 pm
☐ 300,000- 400,000 pm
☐ Above 400,000 pm
63
☐ Graduate
☐ Post Graduate
☐ Doctorate
☐ Any Other
SECTION B
Q1.
64
good quality
product
5. I favour a
shoe that
offers unique
features
6. I feel that a
shoe exposes
my
personality
7. I prefer usage
of a brand that
is widely and
easily
available
8. I am loyal to
particular
brand of shoe
9. Extensive
advertising by
a competitor
company does
not affect my
choice of
shoes
10. I prefer a shoe
brand which
can provide
shoes that can
match to my
clothes or
dress-up
65
11. I prefer a shoe
brand which
reflects the
price to other
people which
I paid for it
12. I prefer a shoe
brand which
makes shoes
which looks
unique.
13. I prefer a shoe
brand which
makes shoe
which are
easy to clean
14. I prefer a shoe
brand which
shoes can be
easily carried
and get fit into
a travel bag
15. I prefer a shoe
brand which
makes dust
resistant shoes
16. I prefer a shoe
brand which
makes a shoe
fantastic in
design.
17. I prefer a shoe
brand which
66
provides
many colour
options that
can match
with my
whole dress
up.
18. I prefer a shoe
brand while
does not harm
animals or
environment
which
manufacturing
shoes
19. I prefer a shoe
brand which
also fulfils its
social
responsibility
via spending
into public
welfare
programs
20. I prefer a shoe
brand which
has a good
corporate
image
21. I prefer a shoe
brand which
has a big star
67
as its brand
ambassador
22. I prefer a shoe
brand which
provides easy
replacement
in case of any
mishappening
to the shoes
within the
warranty
period
23. I prefer a shoe
brand which
provides a
better
warranty
period
24. I prefer a shoe
brand which
makes water
resistant,
sweat resistant
and stink
resistant shoes
68
☐ Strongly agree
☐ Agree
☐ Neutral
☐ Disagree
☐ Strongly Disagree
☐ Yes
☐ No
☐ Yes
☐ No
☐ Strongly Agree
☐ Agree
☐ Neutral
☐ Disagree
☐ Strongly Disagree
☐ Yes
69
☐ No
☐ Highly Satisfied
☐ Satisfied
☐ Neutral
☐ Dissatisfied
☐ Highly Dissatisfied
☐ Advertisement
☐ Family/Friends/Relatives
☐ Brand Ambassadors
☐ Trends
☐ Others
☐ Yes
☐ No
Q10. Are you satisfied with the price range of preferred brand?
☐ Yes
☐ No
70
Q11. If the price of your preferred brand increases, will you purchase again?
☐ Same Brand
☐ Cheaper Brand
☐ Comfortable
☐ Less Expensive
☐ Quality
☐ Durability
☐ Price
☐ Variety
☐ Any Other
Q14. Does the advertising play any role in selection of brands of shoes?
☐ Yes
☐ No
71
Q15. What kind of promotional tool you prefer?
☐ Lucky Coupon
☐ Free Gift
☐ Discount
Q16. Will you purchase another brand of same quality with less price?
☐ Yes
☐ No
☐ Definitely
☐ Probably
☐ Maybe
☐ May not be
☐ Not at all
Q18. Will you purchase another brand of same quality with less price?
☐ Definitely
☐ Maybe
☐ May not be
☐ Not at all
72
Q19. I will not buy any other brand of a shoes even if they are the same.
☐ Strongly Agree
☐ Agree
☐ Neutral
☐ Disagree
☐ Strongly Disagree
Section C
_____________________
73