CONTENTS

CHAPTER PARTICULARS PAGE

NO.

CHAPTER 1 EXECUTIVE SUMMARY

CHAPTER 2 INTRODUCTION
-Background of the study
-Statement of the problem
-Need & and importance of the study
-Objective of the research
CHAPTER 3 REVIEW OF THE LITERATURE

CHAPTER 4 RESEARCH METHODOLOGY

-Type of research
-Sampling technique
-Sample size
-Instrumentation technique
-Actual collection data
-Tools used for testing of hypothesis

CHAPTER 5 PRESENTATION & ANALYSIS OF DATA &

INTERPRETATION
-Hypothesis testing
-Presentation of data
-Conclusion from the analysis

CHAPTER 6 SUMMARY AND CONCLUSION

-Conclusion from the research
-Implications

ANNEXURE
-Bibliography
-Questionnaire
CONTENT OF TABLE

SI.NO PARTICULAR PAGE NO.

1 COST
EFFECTIVENESS
2 BUYING ATRIBUTES
OF CONSUMER
3 INFLUENCE FOR
BUYING
4 MEDIA LIKINGOF
CONSUMER
5 CHANNEL
PREFERED BY
CONSUMER
6 BRAND LIKING OF
CONSUMER
7 DESIRING TO
WATCH
ADVERTISEMENT
8 BREAK UP BY SEX

CONTENT OF GRAPH

Sr. No. Particulars Page No.

1. COST
EFFECTIVENESS
2. BUYING ATRIBUTES
OF CONSUMER
3. INFLUENCE FOR
BUYING
4. MEDIA LIKINGOF
CONSUMER
5. CHANNEL
PREFERED BY
CONSUMER
6. BRAND LIKING OF
CONSUMER
7. DESIRING TO
WATCH
ADVERTISEMENT
8. BREAK UP BY SEX

EXECUTIVE SUMMARY

Any business is likely to be successful when a strong

marketing viewpoint or philosophy permeates the thinking
and guides the decision and action of everyone in the
business. It is important not only for the firm producing the
product but also to the society, which uses the product.
Marketing is the function that primarily determines: -

 What the product or service shall be

 How it shall be presented, promoted and distributed
to the customer and kept useful to him and
 How it shall be priced.

Marketing exciting, dynamic and contemporary held. It

influences us each day in both our roles as provider of
goods & services and as a consumer. In other way, we
can say that we are all involved with or affected by
marketing practices.

In the role of provider of goods and services, we make

marketing related decisions as choosing who our
customers are, what goods and services to offer, whether
to sell one goods & services, what features emphasize

And what price to charge. The persons who are providing

these types of activities are called as marketers. All types
of organizations and individuals utilize these activities.

Definition of Marketing

Broadly “ the essence of marketing is a transaction “an

exchange”. Marketing occurs any time when one social
 unit strives to exchange something of value with another
social unit. Thus marketing consists of all activities
designed to generate and facilitate any exchange
intended to satisfy human needs and wants.

The American Marketing Association (AMA) defines

marketing as, “Marketing is a total system of business
activities designed to plan, price, promote and distribute
want satisfying products to target markets to achieve
organizations objectives.”

The marketing program should start with an idea about a

new product and should not end until the customer wants
are completely satisfied, which may be sometime after the
sale is made.

Consumer behaviour is the study of consumer’s

phenomenon of their attitudes, their preferences, and
values, likes dislikes, and their buying decision.

INTRODUCTION TO FOOTWEAR INDUSTRY

Footwear has come out as one of the basic needs and

necessity of today’s human beings. It is as important for human being
as clothes and shelters. The importance of said product has been
highly recognized in the western and other advanced countries.
Footwear industry in these countries comes in category of other
developed industries, for example Nike and Reebok of America,
Laspaz of U.K., Gooci of Italy are some of the highly reputed
companies manufacturing Hi- tech shoes and having world wide
acceptability. The scenario in India is some how different and
regretfully this industry could not develop itself despite the fact that
India being second largest populated country in the world ,surplus
manpower and resources of raw material ,whatever the reasons
being.

Till the mid 20th century the bulk of shoe industries where in
cottage sector, professional cobblers were responsible for traditional
shoes, Indian style as well as western style.

In post independence era the policies of the government were

solely guided to provide protection to cobblers, which mainly came
from scheduled cost through direct, or in direct regulations. Till Bo’s
industry kept on moving at slow pace with two or three branded
products available at national distribution. In the past one decade the
situation has completely changed because the new generation of
professionals did not adopt this line as shoemaker and preferred to
join the white collar jobs. Now a majority of workers in the shoe
industry at Agra. Even in Agra fewer servant of the other class people
are taking over the job of shoe making.

With this situation, the growth of the industry remained stagnant

because of non-availability of worker/Professional to keep the pace of
the demands. With the rising of population up to 850 million people,
the shortage of footwear was replaced by plastic industry and Hawai
chappals became a common wear through out the country replacing
the r\traditional type of Indian shoes being manufactured by the rural
class of shoe cobblers. In the cities and towns with higher standards
of living the demand of domestic market could be hardly met.
Nationally Bata remained the main source of supply to meet such
demand.

The present scenario of shoe industry has changed by the

liberalization of economic policy. Many national and multy national
brands have emerged in Indian footwear industry rate of production is
not adequate to meet the requirements. Taking into the consideration

the growing standard of living, the production capacity of

industries has to be geared up with changing needs of consumers. A
pair of shoe for each person is accepted as a minimum consumption,
we could imagine the necessity of the growth of this industry. Even
the combined strength of the total output of the plastic, canvas,
rubber and other categories of shoes do not make up the populated
requirements of this country.

The industry holds enough if expansion opportunity with the

massive availability of natural resources and simultaneous
consumption of the products being produced. Hence it logical to
modernize the industry in comparison to the industry of Europe,
America and other advanced countries.
 Taking Indian shoe industry in consideration al modernization
has anticipated will remain in the small sector because of low
availability of capital with the owners of the shoe making houses. We
can look towards Italy, which is the leader of footwear trader, the bulk
of production is from small-scale sector and a unit having about 20-30
workers could produce 200-500 pairs per day. The total capital in
machinery and raw materials is few lakhs of rupees.

Whereas in India, one person produces one pair of high quality

shoe in a day in cottage/small scale industry, which is quite low in
comparison to international standard.

With the mechanization of shoe industry production of footwear

in 1980’s have come up almost in each of the state, whereas earlier it
is used to be mainly at Agra. But now karnal, Faridabad, Delhi,
Jullnder, Calcutta, Kanpur, Mumbai, madras and Bangalore and
many other places have come as new production for centers for bulk
of production activities. With the increase in the production capacity in
80’s about 20 million pairs of shoes upper or being exported to
various countries but to expand the exports, the value added
production, diversification of shoe uppers exported to footwear has to
be programmed.

With the growth of this industry future of ancillary industry units

is very bright. These ancillary industries have important role to play in
the growth of show industry. Ancillary units manufacturing parts of
footwear that in soles, insoles, stiffeners, puffs, buckles, synthetic
uppers and the material as assumed a greater role for strengthens
and getting of fast rate of production in the footwear industry. Even in
Europe and in other advanced countries the shoe industry has only
growth with the growth of ancillary industries.

It is an ideal industry for entrepreneurs without much of the

investment in the industry assuring production having a constant and
growing consumer demand. Profits are assured. Availability of raw
material and manpower is not a problem so the small scale sector
has to play vital role in the industry development.

ELEMENTARY KNOWLEDGE ON FOOTWEAR

Footwear is a man made outer covering of foot. It is generally

made up of leather but the same can also be made with synthetic
material. it protects from feet from ground and other various aspects it
can also be defined as wearing apparel for the feet. Depending upon
the style, type and purpose, the footwear can be broadly classified
into three groups

 Chapels or open type footwear

 Sandal or strap attached footwear
 Boot and shoe or closed type footwear covering most part of
the feet
BACKGROUND OF THE STUDY

For every study some objective will be there .in this study the
main and foremost objective is to study the current markets trends of
footwear’s industries and towards them how the consumers are
reacti9ng to the different different companies’ products. This study is
basically to analyze the behavior of consumer and what factors and
attributes affect more to consumer buying decisions.

Jog a mile or walk in style shoes remain your constant

companion, clinging faithfully to your feet in all climate and conditions.
Footwear is as old as human civilization, and it has come down to
use through the ages, with mind-boggling changes in design and
technology. Shoes are no longer protective covering for the feet,
which is said to have been produced simple by human being stepping
in to pool of molten rubber now a days, shoe had become integral
part of wardrobe and indispensable fashion accessory;
complementing your out fit or receiving compliments on your behalf.
Summer or winter, autumn or spring, shoe transport you safely to
your destination, braving rain and rough weather, heel or high water.

Today one-find shoes to match every mood, attires, occasion,

and activity. There are shoes to ride in and shoes to glide in, shoes to
dance in and shoes to prance in, shoes to catwalk, and shoes for rat
race. There are elegant, brass buckled shoes for the party and for the
office.

Come New Year and the capital’s shops backend alluringly to

eager shopper looking for fresh stocks. The spate of wedding and
festival around this time also prompts the fashion conscious
consumers to put shoes at the top of shopping list. Luckily there is no
death of number of styles to satisfy buyers slightest whim .the world
is at your feet, provided you can foot the bill.

Today a buyer with money to spend has tough time deciding

which pair to select from the array of shapes, colors style and design.
Selecting, children’s footwear in no longer test of patience for the
hurried parent’s .the latest batch flooding the market beguiles the eye
with multi colored motifs and comic characters. Their foam uppers
and poly –urethane soles make them light as air and easily washable
what is the cause of for this change. Some believe it as western
influence or Indian culture, other are convinced it is the economic
liberalization. Perhaps it is the collective effect of all these features.
STATEMENT OF THE PROBLEM

In this part we study several consumer behavior and various

company’s policy regarding how to satisfy the consumer. Behaviour
of a consumer is a complex phenomenon .it can change at any time
and keeps on changing .so we have to study the behavior of a
consumer how it changing and what factor will affect it.

RESEARCH EXTRACT

OBJECTIVE OF THE RESEARCH

o To study the consumers buying habits.
o To analyze the existing market situation for foot wear.
o To study consumer awareness of different company’s footwear.
o To determine the reasons for success and failures of foot wear
companies.
o To find out differences between footwear’s.
o To find out customer satisfaction towards footwear products.
o To study consumer attitude towards footwear product.

MARKET TRENDS: MARKET STRATEGY

PRODUCT STANDARD

In footwear product the consumers mainly search following these

quality.

(a) Quality:
A rational consumer always looks about the product quality
which they are buying .it is worth of their price or not.

(b) Price:
Price is also a main important and foremost thing. Most of the
consumer are comparing the price of others footwear’s products
(c) Packing:
Packing plays a very important role to attract the consumers
.now most of the company are giving more emphasis on the packing
of the product

WARRANTY SCHEMES

These are the schemes, which are helpful in increasing the sales.
Some consumers are not satisfied with company warranty policy and
some are fully satisfied.

INFORMATION RESEARCH

In the mind of consumer before buying before buying any

footwear product. They are collecting information about the company,
product price, and range, size, discount and the quality of product.

BUYING BEHAVIOUR

Most the respondents were highly involved as well as perceive

significant difference between brands. (Complex buying behavior)

Some consumers are variety seekers. Some consumers are buying

shoes as habitually as any other thing. Some consumer felt few
differences between brand and still got highly involved (Dissonance,
reducing behavior.)

MARKETING BEHAVIOUR

According to kotler “marketing is the human activity directed at

satisfying needs wants through the exchange process.

The marketing is the process through which producers and

customers of various goods are brought together in an exchange
relationships and the transfer of ownership take place. Marketing
process starts even before the goods go into production. It does not
end with the sale but continues till the satisfaction of consumer is
obtained.
 ANALYZING CONSUMER MARKET
AND BUYER BEHAVIOR

Buying Behaviour:

 Complex Buying Behaviour: Complex buying

behaviour involves a three-step process. First the
buyer develops beliefs about the product. Second
he or she develops attitudes about the product.
Third he or she makes a thoughtful choice.
Consumers engage in complex buying behaviour
when they are highly involved in a purchase and
aware of significant differences among brands. This
is usually the case when the product is expensive,
bought infrequently, risky and highly self
-expressive.
 Dissonance – Reducing Buyer Behaviour:
Sometimes the consumer is highly involved in a
purchase but sees little difference in brands. The
 high involvement is based on the fact that the
purchase is expensive, infrequent and risky. In this
case the buyer will shop around to learn what is
available but will buy fairly quickly, perhaps
responding primarily to a good price or to a
purchase convenience.
 Habitual Buying Behaviour: many products are
bought under conditions of low involvement and the
absence of significant brand differences. There is
good evidence that consumers have low
involvement with most low – cost, frequently
purchased product.
 Variety – Seeking Buying Behaviour: Some
buying situations are characterized by low
involvement but significant brand differences. Here
consumers often do a lot of brand switching. The
market leader and the minor brands in this product
category have different marketing strategies.

SALES PROCEDURE

To carry out selling functions, it is important to have a qualified

and experienced sale forces with a leader who can plan organize,
direct and control the selling job objectively. The salesman is an
extr3emely important link with consumer and the chain of distribution.
it is some times said that salesmanship is the other name of
persuasion.
  Salesmanship guide
 Certain motto and guidelines for salesmen are being as how to
satisfy the customers. Guidelines for salesmen.
 It is said “self yourself before you sell the product” so the above
saying has meaning to create your confidence in the mind of
consumer to ensure sales.
 Your sincerity and capability in conversing is your performance
for success.
 Over conversing never pays simple facts convince better.
 Remember consumer is more intelligent than you.
 Do not indulge in giving guarantees of wear and tear.
 You should predetermine in your mind item and size to be
should to the consumer as per stock.
 Your expertise is your success. Do not display your all varieties
as per stock to the consumer.
 Generally consumers have open mind. So you can diversify
their mind to your advantage.
 Value addition sales can be achieved by offering additional
category I.e. accessories, homewards and morning walk shoes.

MARKETING MIX STRATEGY FOR ATTRACTING

CONSUMER

Marketing mix is the one of the major concepts in modern

marketing. It can be defined as” Marketing mix is the particular blend
of controllable marketing variables that the firm uses to achieve its
objective in the target market.

Now the question arises, what variables make up consumer to buy

product through marketing mix? There is actually a great number of
marketing mix variables. Fortunately they can be classified into few
major groups. One of the most popular classifications has been
proposed by Mr. Carthy and is called the “four P’s “: Product, Price,
Place and Promotion.

The consumers decision on the product quality feature, price,

advertising budget, marketing channels and other marketing variable
for this target market make up its markets mix .the marketing mix is
the means by which the consumers gains and supports the
competitive position it seeks to occupy in the target market.
PRODUCT
This “P” of the marketing mix includes various variables related
with product like quality of product, features, brand name, style,
packaging, etc.

Regarding the quality of the product of any companies, it can

be said that the products are of very high quality as these are
manufacturing on the imported machines of latest technology by
using the imported raw material of high quality. The main features of
the product are that they are perfectly designed in the shape as
specified by the consumers and they are highly durable. The products
of the companies are marketed under the name and style of their
brand name and enjoy an excellent reputation for quality in the
market.

PRICING POLICY

Price denotes the value of a product or service express in the

terms of money. It is a powerful instrument to both, e.g. the buyer and
seller, in the market place. In money, economy without price there
cannot be marketing. It is the only element in the marketing mix that
creates sales revenue. The other element are cost etc. since price is
the source of income for the seller the higher the price the seller can
get for his products the greater are his profits. On the other hand,
when the price of the product is high, few consumers or users will
have enough money to buy and the market may greatly be reduced.
Therefore, pricing is a dangerous and explosive marketer’s force. It
must be used with great care. Prices of the products are being set in
the company by considering the following parameters:

1. Raw material input: The cost of raw material consumed per unit
is approximately calculated.
2. Commission cost: The total cost measured for the commission
of raw material into finished product is calculated and then
profits are calculated including the rejection.
3. Competitor’s policy: The main factors to be considered while
setting the prices of the product of the companies’ competitors’
policy in setting up their products prices and also other quality
of competitor’s product is compared with the quality of the
 companies products.

SALES PROMOTION

To attract the consumers, sales promotion activities are

considered essential; promotion by definition is persuasive
communication. The message is arranged to facilitate the consumer
decision-making. Promotion message is one of the sources of
information at disposal of buyers. Firm may have the product
package, it may have a fair price, but the people will not buy the
product if they have never heard of it. Sales do not take place
automatically without marketing communication. Sales promotion is
the process of marketing communicatti9on involving information
persuasive communication. The message is arranged to facilitate the
customer decision-making. Promotion message is one of the sources
of information at disposal of buyers. Firm may have the best product
package, it may have a fair price, but the people will not buy the
product if they have never heard of it. Sales do not take place
automatically without marketing communication. Sales promotion is
the process of marketing communication involving information
persuasion and influence.imporant sales promotional activities are:

 Advertising
 Print and broadcast ads
 Motion pictures
 Posters and leaflets
 Display signs
  Audio –video material

PLACE

This is the fourth and last “P” of the marketing mix .it includes
various channel of distribution, marketing coverage, their locations,
media of transports etc. to cover more target consumer the network
of sales is being widened by showroom and appointment of more
distributors for various footwear products.

MARKET REQUIREMENT TO TARGET CONSUMER

Market requirement can also be replaced with Market Demand.

It helps in evaluating marketing opportunities. So; we can define
Market Demand as under: Market Demand for a product is the total
volume that would be brought be a defined consumer group in a
defined geographical area in a defined time period in a defined
marketing environment under a defined marketing programmed.
(A) Internal consumption of footwear in India.
During the year 1999 total internal consumption was 47 crore
pairs. It has increased during 2001 -02 to 53.2 crore pairs
and during 2002-03, it is estimated 55.5 crore pairs.
(A) Comparative study of Indian Footwear Market:.

For the last few years, in shoe industry there was an election
campaign by many brands to win or attract consumers. And in this
election the Bata wins the position in the middle-income group of
consumers. But, taking into account the liberty, which is second in the
market, has declined in the past one decade .the consumers do more
prefer quality, durable and economical footwear. Reebok, Nike and
Adidas have its hold in the market particularly in case of sports
footwear. They have premium range of shoes, which only high-
income group consumers prefer. They have good quality footwear
and prices are also worth for it.

Other’s side, premium range and quality leather footwear’s

typically known as loafer shoe i.e. with brand name Woodland and
Metro I in the fashions and attracted the young slot customers with
their newly designed and good quality leather shoe and that is why
they have a good position in the market in premium range footwear’s.

As per the survey conducted by Business World magazine and report

carried by Business World in the issue dt.8th-21st January, 1997, 7
companies from the footwear sector were plotted among the 324
India’s most respected companies.3 companies out of 7 are
multinationals and only 4 companies namely Bata, Liberty, Lakhani,
&Mascots are listed on these stock exchanges in India.
Behavior of consumer toward certain product depends on the
following factors.

(1) CLIMATE:

Climate affects the demand of hoe largely. During the Winter

Season i.e. the month of November and December the demand of
hoe I usually high rather than remaining period of year. The demand
of Slipper increase during summer season as compared to the winter
season. it remains nearly 30-35%only during the rainy season. But
the demand of the leather shoes is badly affected by rainy season.
Their demand nearly 5%to 10%during the rainy season as compared
to the sale of the peak period or the sale of the boom position. This
shows that how climate effect the behavior of consumers.

(2) GEOGRAPHICAL LOCATION:

Geographical location of the region also affects the requirement

of the shoes. Consumer will buy according to their region requirement
only .in case of hilly areas the demand of small sizes is usually high
but in the case of plain areas the demand of the standard size is high.
The requirement of the coastal areas. In case of the hilly areas the
demand of the leather shoes is less and the demand of the synthetic
and sports are usually high. So the geographical locations affect
behaviors of consumer according to their requirement.

(3) DEMOGRAPHIC FACTORS:

It usually consists of age, sex, family, life cycle, social class etc.
the requirement of shoes according to age also differ. The consumer
demand for smaller age is usually very low .the demand of shoes
shoes is usually high of the school and college going students. The
persons above than fifty are not demanding shoes. They only wants
comfortable shoes that give them relax.

The lady section is also differing from the gents’ shoes. They
mostly wants fashionable shoe or chapels which are more fancy I
design. Family life cycle also affects the consumer decision of
purchasing. If the number of the children is more in a family then their
demand for children shoes is high.

(4) ECONOMIC CONDITION OF CONSUMER

Economical condition of the consumer is also affect the

requirement of shoes. In Bangalore the economic condition is usually
good because of the IT industry, tourist place, industrial development,
and good business opportunities. So the demand of shoes is usually
high in this area. Nearly 80% population of this area wears shoes but
they differ in quality due to personal economic condition.

(5) OUTSIDE BUYERS

The place where usually the outside buyers visits, there the demand
of shoes is usually higher than the demand in the near by region.
Bangalore is also a picnic spot so here visitors are coming frequently
here so they also affect they local customer behaviour. The demand
of shoes usually high because the visitors usually go for the shopping
on these spots.

(6) STRENGTH OF SCHOOL GOING CHILDREN

In a family school going and office going person also affect the
decision of consumer .in the schools it is compulsory to wear shoes
and in office it is a culture. So the requirement of the shoes is depend
on the strength of the school going children.

BEHAVIOUR OF CONSUMER ACCORDING TO MARKET

TREND

Market trend means general tendency of the population toward

shoes. Their shape, design etc. The market trend is composed
following factors:

(1) EFFECT OF WESTERN CULTURE

The western or we can say that European culture is going on

spread in India largely. People usually like that culture and designs of
that areas .so the effect on shoes is also found. These designs are
firstly adopted by the high quality shoes and then by the local shoes.
The people who are not able to buy the high quality shoes they wait
for sometimes and then they go for the buy of local shoes in the
western design.

(2) EFFECT OF ECONOMICAL STATUS

Economical status of the customer also effects the consumer

decision. If the consumer is economically sound he can go for the
good quality shoes and usually after some time i.e. go for 3 to 5 times
in a year .if the consumer is not so good in economically then the
consumer go for local shoes and usually once or twice in a year.

(3) PERCENTAGE EXPENDITURE TREND

If the percentage expenditure on the income of the consumer is

high then he can save less and can make more expenses on the
shoes and on the other hand if the percentage of the expenditure on
the income is less then he can save more and can made less
expenses on the shoes.

(4) STUDY OF NEW DESIGNS

Nowadays different varieties and design of shoes are coming in

the market. Initially when the new design comes in the market, its
initial demand is not high. Some part of the shoe consumer
population nearly two to three percent go for the purchase of these
designs they are called as early adopters and after adoption by the
early adopters comes the easily majority than late majority and in the
last comes the laggard which adopts the designs when these are
adopted by the population.
CONSUMER FEEDBACK

It involves listening to customer’s needs, it includes

continuously monitoring market trends to spot new needs .it
also involves running focus groups to test color and style
preferences and confirms the preferences by carrying out
surveys in shopping malls .it also includes listening to the
complaints to learn how to improve and service quality.

As the companies its strategy, it needs track the

results and monitor the environment. Some environments
are fairly stable from year to year. Other environments
evolve slowly in a fairly predictable way. Still other
environments change rapidly is unpredictable. Consumers
always for their benefit so companies should adopt such
policy, which are helpful to consumers.

The consumer can count on one thing: that the

environment and fashion can change any time when it does
companies should need the study of the consumer
preferences wants and their capability in changing
environment.

A company’s strategic fit with the environment will

inevitably erode because the market environment almost
always changes faster than the company’s7-S’s i.e. shared
 values, Skills, Staff, System, Strategy, Structure and Style.
Peter Drucker pointed out that it is more important to do right
things (being effective) than to do the right things (being
efficient).

REVIEW OF THE LITERATURE

Book: Consumer behavior

Author: Schiffman L.G. & Kanuk
Edition: 2003
Publisher: prentice hall

Book: Research methodology

Author: C.R.Kothari
Edition: 2002
Publisher: Himalaya publishing

Book: marketing management

Author: Philip kotler
Edition: 2004
Publisher: Pearson education

Newspaper: economic times

Magazine: business today

www.libertyfootwears.comwww.google.comwww.nike.com
RESEARCH METHODOLOGY

Research is an important pre-requisite for a dynamic study

of any type. Precise research is a more systematic activity
directed towards the discovery and development of
organized body of knowledge. Some of the characteristics of
research methodology are as follows:

• Research is directed towards a solution of a problem. It

may attempt to answer a question or to determine the
relation between two or more variables.
• Research involves gathering new data from primary of
first hand source or using existing data for new
purpose.
• Research is based on observable experience or
empirical evidence.
• Research strives to be objective and logical applying
every possible test to validate the proceed are
employed the data collected and conclusion reached.

NATURE OF DATA

A characteristic of research studies in business

management is their reliance on secondary data source in
particulars and primary data sources in general.
SECONDARY METHOD

The methodology followed in conducting the study is to

collect data regarding footwear production, trade, and
consumption in India and also to study the behavior of
consumer how they are responding towards footwear’s
product of different companies.

The data & facts were taken from many journals,

periodicals, published materials, and internet and also
from some reports of council for leather exports.

SAMPLING PLAN

As sampling plan was designed in which decisions had to

be taken about target population unit, sample single,
sampling procedure.

TARGET CONSUMERS

Target consumers for the present study are Bangalore

city.

SAMPLING UNIT
 This answered the question of who has to sample in the
target consumer.

• CONSUMER
• DEALERS

SAMPLE SIZE

Total sample size in case of study is to

respondent 100 and 10 dealers.

PROCEDURE

The samples are taken by the method of judgment

sampling in order to study the shoe market because of the
fact that the footwear market is not is not well planned one.

RESEARCH INSTRUMENT

Mainly the data was collected by the door-to-door

survey of the footwear showrooms and asking from the
consumers and dealers the set questionnaires and also
some questions besides it in order to study the market.
The questionnaires followed are given in last in annexure.
 The data was also collected by some magazines,
periodicals, and published materials and through Internet.

INSTRUMENTATION TECHNIQUE

A list of questions pertaining to the survey was prepared

under this study. The questionnaires were distributed to
the retailers at the outlets and information’s were
collected from customers through personal interviews.

The data collected through questionnaires are coded and

tabulated. Various diagrammatic presentations like chart,
graphs & tables were used to represent the information
obtained, to the reader in an understandable manner.

ACTUAL COLLECTION OF DATA

In this research data was collected by survey based on

“Questionnaires Schedule” & “Personal Interview”.. The
questionnaire was based on specific components of
brand awareness, brand loyalty and finally the different
attributes of the product. The other methods used to
collect information were Magazines, Management
Journals, and Annual Reports & Internet. Utmost care
must be exercised in collecting data because they form
the foundation of the analysis.

TOOLS USED FOR TESTING HYPOTHESIS

By hypothesis, we mean a statement about the population

parameters. Hypothesis testing deals with a procedure,
which accepts or rejects the hypothesis. There are two
types of hypothesis.
1. Null Hypothesis: - It states that there is no
significant difference between the sample value and
population value.

2. Alternate Hypothesis: - In case the null hypothesis

is rejected, we should have an alternate hypothesis
to accept. Alternate hypothesis is denoted by HA.

PRESENTATION & ANALYSIS OF DATA &

INTERPRETATION

Data analysis and interpretation was done by the

method of comparison of the data collected of different
consumers and dealers. As my area of study was
Bangalore city the data was collected by the direct interfere
with consumers and dealers. The following facts, which I
concluded by the data analysis, are explained as below:
 We take the various income segments as what is the
division of total preferences in various income segments.

HYPOTHESIS TESTING PROCEDURE (STEPS):

1. We set up a null hypothesis denoted by Ho. This

means there is significant difference between
sample value and population value. In case if Ho is
rejected, we must have an alternate hypothesis HA.
So we set up an alternate hypothesis.
2. Select the level of significance.
3. Select an appropriate distribution for the test, which

is known as test statistics. The distributions

generally used are normal distribution, student ‘ t ‘
distribution, Fishers ‘ F ‘ distribution or Chi – square
ψ 2 distributions.
4. Calculate the necessary values from the given data
for the test.
5. Make conclusions for testing. If calculated value is

less than the tabulated value, Ho is accepted, else

HA is accepted rejecting Ho.
Test for Specified Proportion (infinite population)

In case of attributes we can only find out the presence or

absence of particular characteristics. The sampling of
attributes may, therefore, be regarded as the drawing of
samples from a population whose members possess the
attribute A or not A.

Large population (n > 30)

Ho: p = P
HA: p ≠ P

p−P
PQ
Z cal = n

p = Sample Proportion
P = Population Proportion
n = sample size
Q=1-P

Collected data:
 Number of customers aware about the products = 75
Number of customers not aware of the products = 25
Sample size = 100
Total Population = Infinite

Assumptions:
1. The test is conducted at 5% level of significance.
2. It is assumed that 25% of sample size is not aware about
the products.
Null Hypothesis = Ho = Product awareness is
not good.
Alternative Hypothesis = HA = Product awareness is
good.
It is a one tailed test.
Therefore at 5% level of significance, Ζ tab = 1.645
p−P
PQ
Test statistics, Z cal = n

Where, p = Sample proportion

P = Population proportion
n = Sample size
Q = 1-P

P = 25% = 25/100 = 0.25

p = 25/100 = 0.25
Q = 1- P = 1-0.25 = 0.75
 PQ 0.25 × 0.75
Therefore, n = 60 = 0.055
p−P
PQ 0.37 − 0.25 0.12
Test statistics, n = 0.055 = 0.055 = 2.18

Therefore, Z cal = 2.18

Since Z cal > Z tab, Ho is rejected and HA is accepted.

Conclusion: Footwear’s product awareness is good in Bangalore city.

COST EFFECTIVENESS

TABLE-1

Sl. No Preference No. of respondents

1 YES 64
2 NO 36

SOURCE: Primary data

INFERENCE:
 About the cost of footwear most of respondent says it
should be cost effective i.e.64%,and 36% says its no.
Source: 100 respondents for footwear.

COST EFFECTIVENESS

GRAPH 1
 70

60

50

40
yes
30 no

20

10

0
Respondent

BUYING ATTITUDE

TABLE -2

Sl, No. Buying attitudes No of

respondents
1 Discount 37
2 Quality 16
3 Price range 28
4 Fashionable 13
5 Comfort 6
SOURCE: Primary Data

INFERENCE:

About the buying attitude of customers regarding product

attribute such as Discount preferred by 37 %,Quality 16 %,Price 28
%,Fashion 13 %, and Comfort 6 %. This shows the consumer
preferences.

BUYING ATTITUDE

GRAPH 2
 40

35

30

25 Quality
Fashionable
20
Comfort
15 Discount Offer
Range
10

0
Respondent

INFLUENCE FOR BUYING

TABLE -3

Si.No Influence for buying No. Of Respondents

1 Personal 47
2 Advertisement 28
3 Friends 18
4 Shopkeeper 5
5 Parents 2
SOURCE: Primary data

INFERENCE:

This tables shows consumer influence on buying personal

preference 47 %,Advertisements 28% ,friends 18 %,shopkeeper 5%,
and 2 % are influenced by their parents.

INFLUENCE FOR BUYING

GRAPH 3
 50
45
40
35 Personal
30 Advertisement
25
Friends
20
15 Shopkeeper
10 Parents
5
0
Respondent

MEDIA LIKING

TABLE -4

Si.No Media Liking No. of

Respondents
1 Television 80
2 Magazine 6
3 Hoarding 4
4 Newspaper 10

SOURCE: Primary data

INFERENCE :
 This table shows popularity of media in respondents according
to their choices. According to this graph TV is most popular media
among respondents. TV 80 % Magazine 6%, Hoarding 4% and news
paper 10 %.

MEDIA LIKING

GRAPH 4
 80
70
60
50 TV
40 Newspaper
Hoardings
30
Magazine
20
10
0
Respondent

PREFERRED CHANNEL

TABLE-5

Si.No Preferred channel No. of

Respondents
1 Doordarshan 24
2 Zee Tele 21
3 Star plus 24
4 Star sports 22
 5 others 09

SOURCE:
 Primary data collected from questionnaire

INFERENCE

This table shows popularity of different channels among

respondents. According to this graph 24% respondents has preferred
Doordarshan, 21%Zee Channel, 24 % Star plus, 22%Star Sports and
9 % Others.

PREFERRED CHANNEL

GRAPH 5
 25

20

Zee Tele
15
Doordarshan
Star plus
10
Star sports
Others
5

0
Respondent

BRAND LIKING

TABLE -6

Si.no Brand liking No. of

respondents
1 Liberty 17
2 Bata 21
3 Metro 15
4 Nike 18
5 Reebok 20
6 Adidas 09

SOURCE
  Primary data collected from questionnaire

INFERENCE

This table shows classification of respondents to find out brand

liking .17% prefers Liberty, 21%Bata, 15% Metro, 18% Nike,
20%Reebok, and 9% Adidas.

BRAND LIKING

GRAPH 6
 25

20
Liberty
15 Bata
Metro
10 Nike
Adidas
5 Reebok

0
Respondent

This graph shows classification of respondents to find out brand liking

.17% prefers Liberty,20%Bata,15% Metro,18% Nike,21%Reebok,and
9% Adidas.

DESIRING TO WATCH ON AD

TABLE -7

Si.no Desiring to watch No. Of

Advertisement respondents
1 In between 45
programmed
 2 Before programmed 38
3 After programmed 17

SOURCE: Primary data

INFERENCE:

This table shows desiring to watch an ad. In between the

programme.45 % respondent has preferred to watch an ad. 38 %
people before the program 17 %after the program.

DESIRING TO WATCH ON AD

GRAPH 7
 45
40
35
30 Before
programe
25
In between
20
15 After programe
10
5
0
Respondent

BREAK UP BY SEX

TABLE -8

Si.No. Break up by sex No of

Respondents
1 Male 64
2 Female 36
SOURCE:
 Primary data collected from questionnaire

INFERENCE

This table shows classification of respondent by sex among

two-categories.64 % male and 36 % are female. These are the
respondents who are included in the study.

BREAK UP BY SEX

GRAPH 8
 70

60

50

40 Male
30 Female

20

10

0
Respondent

CONCLUSION FROM THE ANALYSIS

In the highly competitive world to attract the

consumers is no more cakewalk.

The scope of study of this project is to study the

domestic footwear market and to study the behaviors of
 consumer and their attitude towards it. So as to know its
strengths and weakness in Indian environment.

The scope also includes to study the market

potential and demand of footwear companies .it has
better scope for the future study .it is a continuous
process rather than a time bound process from time to
time the companies should have to go for extensive study
at the market as well as to encourage the further study in
this direction. Following are the main conclusion from this
analysis:

1. Data indicated that Bata has gained more popularity

comparatively his competition in very short period.
2. Nike and Reebok in young are most popular brands.
3. During purchasing personal liking is most influencing factor
in people.
4. Demand of Woodland is very low among men footwear.
5. TV is most popular media among students.
6. Demand of sport footwear is very low among female
footwear.
7. Most of respondents influence by discounts offer and some
because of range of product.
8. Maximum respondents have preferred to watch
advertisement in between the programmed.

SUMMARY AND CONCLUSION

FINDING OF STUDY

1 Bata is one of the footwear giants of Bangalore. it is

a company which is manufacturing shoes for the
whole family and for different groups of people
.Bata has got the largest range and variety of shoes
which is ,according to survey, the main reason of
the success of Bata in the market .no such
competitive company is giving such a good range in
all types of shoes.
2 Today the competition in the shoe market of India
and world is increasing with a very fast rate. Many
small and big companies are coming into existence.
They are giving new technologies everyday in
competition of each other. If one company is giving
more flexible shoe the other is introducing shoes,
which breathe. So in this pace of change the
company should improve its research and
development dep’t. To give something new to the
market this can also be used for the purpose of
powerful advertisement also. Today the main
competition is in between Bata Liberty, Woodland,
Metro, Nike, Reebok, Adidas and some local
companies, which are emerging in different regions.
3 Consumer’s wants economical and durable
footwear’s .so that the Bata is main preferences in
among consumers.
CONCLUSION FROM THE RESEARCH

Every research activity ends up with some conclusion. After

consulting the experts, reviewing the literature and analysis the
data, researcher landed upon some conclusion regarding the
behavior of consumers toward foot wears. These are the
conclusion, which found from the study:

 The Indian footwear industry market is very big .it is

providing every type of shoes to the consumer.
 The Indian consumer’s preferences towards
footwear’s companies are very high.
 The existing market situation for the footwear’s
industries is very good

IMPLICATIONS

Present study is based on consumer behavior .it is a very

useful tools in the hands of industries when they are formulating any
sales policy in the market they have to launch only that product which
get the positive response from the consumer. by the help of this study
we are able to know which product is more in demand and why it is
what the consumer hope from the footwear companies and for
companies it is also helpful to know about the consumer preferences,
tastes their culture, their likes dislikes, their values ,beliefs and the
past experiences. This study gives many help to analyzing such
problems.

BIBLIOGRAPHY

 RESEARCH METHODOLOGY
C.R. KOTHARI

 MARKETING MANAGEMENT
PHILIP KOTLER

 BUSINESS RESEARCH
R.G.MUDRICK

 CONSUMER BEHAVIOUR
SCHIFFMAN, L.G. AND KANUK, L.L.
  JOURNALS, MAGAZINE AND PERIODICALS

QUESTIONNAIRE -1

1. Name of the show

room____________________________________
2. Address of the show room
__________________________________

Supply
1. Are you satisfied with the supply yes / no
2. What are the brands you most
 need___________________________

Growth
1. What are your growth rate in 2000-2001(in
percentage)____________
2. What will be your expected growth in 2005-2006
_________________
3. Programmed of purchases(2000-2001)
Rs_______________________

Remarks
Name of the
branch___________________________________________

QUESTIONNAIRE -2

Respondent name____________________________________
Sex: _____________________________________
Age: _____________________________________

1. Which type of footwear you prefer and why?

 Formal____________________________________
Casual ____________________________________
Sports ____________________________________

2. Which company you prefer the most for footwear and why
?

Bata_________________ Liberty __________________

Paragon______________ Metro ___________________
Woodland _____________ Reebok
Nike _________________ Adidas
Would you like to buy footwear from a show room or from an
ordinary shop?
Show room
_______________________________________
Ordinary
shop_______________________________________

3. According to you, what matters and why?

Quality
___________________________________________
Cost
_____________________________________________

4. What gives you more satisfaction?

Name of company
__________________________________________
Cost of product
____________________________________________
Quality of
product___________________________________________

5. What is the difference between the local company and

well known company?

Local company well known company

(1)______________ (1) _______________
(2)______________ (2) ________________

6. Which problem does you face and what modification you

want?

___________________________________________________
__
___________________________________________________
__
 QUESTIONNAIRE -3

Name :
Sex :
Age group
15-20
25-30
Above 30
Occupation income (per
month)
Student
Servicemen Rs .5000-10000
Businessmen
Housewife Rs .10000-15000
Working lady above Rs 15000
2. Which brands of footwear do you like?

Bata Liberty
Woodland Paragon
Metro Reebok
Nike Adidas

3. Specify the reason for purchase of particular brand of liberty

footwear, rank according to your choice.

Range Quality
Fashion Discount
Offers Comfort

4. Sources of motivation for purchasing footwear?

Friends Parents
Shopkeepers Advertisement
 Personal liking
5. Which media do you like most for advertisement?

T.V. Hoarding
Newspaper Magazines

6. In which part of TV program, you would like to see an ad of

footwear?
7. On which channel would you prefer an ad of footwear?

Doordarshan Zee channel

Star TV Sports channel