Group- 4

Hush Puppies
Akshay Katneni - 20020841236
Kevin John Alex - 20020841195
Akash Uday Baghel- 20020841270
Ishleen Kaur-20020841250
Navneet Prakash - 20020841264
Susmita Kayal - 20020841280
Shoes are they necessary?
Footwear is the basic necessity of a simple lifestyle. So, No it’s not possible to say that the public doesn’t
require it so.

In 1990, due to the lack of footwear, US faced a hookworm epidemic which was a parasite that bore itself
into the foot in a corkscrew like manner.

Furthermore, diabetics are affected a lot in their way of life without something padding their feet.

Without footwear, the biomechanics of the body is putt off causing stress on structure.

Lastly but not least, Footwear provides the person with tangible and intangible benefits that are very
necessary for living a part of life.
Purchase Making Decision

Need to purchase Research

01 Need for the product
varies from person to
02 At this stage the consumer
does basic research of
person various factors that
influence

Purchase Process(Accessibility
Post purchase Evaluation
& ease of purchase):
03 At this stage the customer
makes the final step of
04 This is when the consumer
evaluates his purchase
purchasing the product after using it for a while
 Unique Consumption
Habits Among Consumers

● Post pandemic people have

become more mindful Suggestion: Introducing
about their fitness and has different range of
resulted in an increased athletic shoes
demand for athletic shoes

● Students focus highly on brand

value, physical attractiveness
and after sales value during
purchase decision and are price
sensitive.
Suggestion: Introducing a
pocket friendly product
range for students.
Motives that drives the consumers

● The footwear features modern comfort

technology and aesthetically appealing
styles
● Many colors and styles to choose from for
men, women, and children
● Value for money
● Fashionable and quality footwear
Attitude of Customers

“ Premium Brand

Comfortable

“ quality footwear

Evolved with newer

“ designs and innovations.

“
Contemporary &
casual footwear
Brand Personality
● As a casual contemporary footwear brand, the Hush Puppies personality attributes to a set of casual
and cool human characteristics.
● By having a consistent set of traits, Hush Puppies creates a retro and timeless style statement for
their specific customer segments.
● This personality qualitatively adds value to its functional benefits of style and comfort.

● Customers are more likely to purchase a

brand if its personality is similar to their
own.
● Some of the taglines used to build this
similarity are ‘Walk more Worry Less’ and
‘Look good Feel Gooder’
● Among the types of brand personalities,
Hush Puppies portrays the ‘Excitement’
category of ‘Carefree’, ‘Spirited’, and
‘Youthful’ individuals.
Target Customers
● Hush Puppies products are targeted at
premium and middle segments and can be Segment Premium and Middle Segments
classified in two basic categories- Shoes and
shoe related accessories.
Target Group Casual and Comfort footwear for men,
● For men and women, the shoe category has
women and children
different designs for sandals, flats & ballets,
slip-ons, sneakers, boots, heels, wedges, soft
style and traditional comfort. While in case of Positioning Classic American brushed-suede
kids, there are no sub product categories in shoes with the lightweight crepe sole
shoes.

➢ Is there a Mismatch? – Hush puppies is a rich brand with comfort at its core. However, whilst comfort
would seem to be an excellent core value for a shoe brand, comfort and style are generally considered
by consumers to be mutually exclusive.
➢ The brand is generally considered to be of a good quality and is seen to be synonymous with comfort, but
is also perceived as middle aged and dull.
➢ The Bassett-hound dog logo represents the way in which consumers perceive the brand. On the one hand
as old fashioned and dull, and on the other as comforting, dependable and well bred.
Social Impact

❖ Society plays an important role in influencing the

choices buyers make during their buying journey.
❖ Factors such as class status, traditions, income level,
employment standard, age, gender impacts decisions
on which footwear to buy and wear.
❖ Old people usually prefer soft soles in their footwear to
make it comfortable for them while walking.
❖ Youngsters look for more classy and sturdy designs.
❖ Hush puppies is known for comfort hence is able to
attract the 45+ generation.
❖ The brand should focus on creating trendy shoes along
with maintaining the comfort standards. This could act
like a competitive advantage and increase their market
share.
 ❖ Hush Puppies is an American brand
of contemporary, casual footwear for
Cultural Impact ❖
men, women and children.
The brand has not considered the
Indian festive culture, when it
comes to female footwear category.
❖ Women look for the bling element,
which is not found in the footwear
offered by the brand, due which it
often misses to attract the
consumers.
❖ Hush puppies as a brand has both
speciality store and multi brand store
format. They are often found in local
store of Bata, who is the agreement
with US-based footwear giant
Wolverine to manufacture and sell its
Hush Puppies brand in the country.
❖ Price is also one factor, as the shoes
in the men's category are higher in
price than the shoes found in stores
of Bata. Hence the customer mostly
chooses a lower priced option.
Thank you