(2) a Consumer Preference for Branded Shoes in Surat City

8/12/2019 (2) a Consumer Preference for Branded Shoes in Surat City

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A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

NAVNIRMAN INSTITUTE OF MANAGEMENT PAGE 1

Chapter - 1

INDUSTRY PROFILE


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facilities for Physical and Chemical testing exist with the laboratories having tie-ups with

leading international agencies like SATRA, UK and PFI, Germany.

One of the major factors for success in niche international fashion markets is the ability

to cater them with the latest designs, and in accordance with the latest trends. India, has

gained international prominence in the area of Colours & Leather Texture forecasting

through its outstanding success in MODEUROP. Design and Retail information is

regularly made available to footwear manufacturers to help them suitably address the

season's requirement.

The Indian Footwear Industry is gearing up to leverage its strengths towards maximizing

benefits.

Strength of India in the footwear sector originates from its command on reliable supply of

resources in the form of raw hides and skins, quality finished leather, large installed

capacities for production of finished leather & footwear, large human capital with

expertise and technology base, skilled manpower and relatively low cost labor, proven

strength to produce footwear for global brand leaders and acquired technology

competence, particularly for mid and high priced footwear segments. Resource strength

of India in the form of materials and skilled manpower is a comparative advantage for thecountry.

The export targets from 2007-08 to 2010-11 as tabulated below reflects the fact that

footwear sector is the most significant segment of the Leather Industry in India.

The export targets from 2007-08 to 2010-11

(In Million US$)

Product 2006-07 2007-08 2008-09 2009-10 2010-11

Actual Export

Leather 688.05 726.85 785.00 847.80 915.63

Footwear 1212.25 1967.88 2597.60 3428.83 4526.05


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Garments 308.98 358.53 372.87 387.78 403.30

Leather Goods 690.66 733.34 798.69 870.06 948.04

Saddlery & Harness 81.85 105.66 127.85 154.70 187.19

Total 2981.79 3892.26 4682.01 5689.17 6980.21

India has emerged in recent years as a relatively sophisticated low to medium

cost supplier to world markets The leather industry in India has been targeted

by the Central Government as an engine for economic growth. Progressively, the

Government has prodded and legislated a reluctant industry to modernise. India was

noted as a supplier of rawhides and skins semi processed leather and some shoes.

In the 1970s, the Government initially banned the export of raw hides and skins,

followed this by limiting, then stopping the export of semi processed leather and

encouraging local tanneries to manufacture finished leather themselves. Despite

protestations from the industrialists, this has resulted in a marked improvement in

the shoe manufacturing industry. India is now a major supplier of leather footwear

to world markets and has the potential to rival China in the future (60% of Chinese

exports are synthetic shoes).

India is often referred to as the sleeping giant in footwear terms. It has an installed

capacity of 1,800 million pairs, second only to China. The bulk of production is

in mens leather shoes and leather uppers for both men and ladies. It has over 100 fully

mechanised, modern shoe making plants, as good as anywhere in the world (including

Europe). It makes for some upmarket brands including Florsheim (US), Lloyd

(Germany), Clarks (UK), Marks and Spencer (UK).

India has had mixed fortunes in its recent export performance. In 2000, exports of

shoes were US$ 651 million, in 2001 these increased to 663 million but declined

in 2002 to 623 million dollars (See Statistics).


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The main markets for Indian leather shoes are UK and USA, which between them

take about 55% of total exports.

India has not yet reached its full potential in terms of a world supplier. This is due

mainly to local cow leather that although plentiful, has a maximum thickness of 1.4

1.6mm, and the socio / political / infrastructure of the country. However, India

is an excellent supplier of leather uppers. Importation of uppers from India does not

infringe FTA with Europe or the USA.

The potential is set to change albeit slowly, but with a population rivaling China for

size, there is no doubt the tussle for world domination in footwear supply is

between these two countries.

Following are highlights of the Indian footwear Industry (as compiled by ET)

India is the second largest producer of footwear in the world after China

India accounts for 15% of the global footwear industry

Estimated size of the footwear market in India stands at Rs 16,000 crore, it will be

doubled till 2015.

Unorganized players account for almost 65% of the market

India produces 2065 million pairs of footwear each year

Leather shoes909 million

Leather shoe uppers - 100 million

Non- Leather footwear- 1056 million

1.2 Introduction about Shoes

Sole

The bottom of a shoe is named the sole.

Insole

The insole is the interior bottom of a shoe, which sits directly beneath the foot. Many

shoes have removable and replaceable insoles, and extra insoles are often added for

comfort or health reasons (to control the shape, moisture, or smell of the shoe).


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Outsole

The outsole is the layer in direct contact with the ground. The material of the outsole

depends on the function, dressiness, and quality of the shoe, but is generally very durable

material, since it experiences the most stress. Dress shoes haveleather outsoles; casual or

work-oriented shoes have outsoles made of natural rubber or a synthetic imitation. The

outsole may comprise a single piece, or may comprise separate pieces of different

materials. Often the heel of the sole is rubber for durability and trAction, while the front

is leather for style. Specialized shoes will often have modifications on this design:

athletic cleats have spikes embedded in the outsole to grip the ground; many kinds of

dancing shoes have much softer or harder soles. These soles can be as hard as concrete,

and very sturdy.

Heel

The bottom rear part of a shoe is the heel. These come in a variety of sizes and are

usually made to support the large stresses applied to the heel of the foot. They are often

made of the same material as the sole of the shoe. This part can be high to make the

person look taller, or flat.

Vamp, or upper

Any shoe has an upper part that helps hold the shoe onto the foot. In the simplest cases,such assandals orflip-flops,this may be nothing more than a few straps for holding the

sole in place. Closed footwear, such as boots, sneakers and most men's shoes, will usually

have a more complex upper. This part is normally decorated or is made in a certain style

to look fashionable and attractive for the buyer.

Accessories to shoes

1. Shoe horn- can be used to insert afoot into a shoe by keeping the shoe open and

providing a smooth surface for the foot to slide upon

2. Shoe tree - placed inside the shoe when user is not wearing it, to help maintain

the shoe's shape

3. Shoe polishing equipment:
http://en.wikipedia.org/wiki/Leatherhttp://en.wikipedia.org/wiki/Rubberhttp://en.wikipedia.org/wiki/Cleat_%28shoe%29http://en.wikipedia.org/wiki/Dancinghttp://en.wikipedia.org/wiki/Sandal_%28footwear%29http://en.wikipedia.org/wiki/Flip_flophttp://en.wikipedia.org/wiki/Shoe_hornhttp://en.wikipedia.org/wiki/Shoe_hornhttp://en.wikipedia.org/wiki/Foothttp://en.wikipedia.org/wiki/Shoe_treehttp://en.wikipedia.org/wiki/Shoe_treehttp://en.wikipedia.org/wiki/Shoe_treehttp://en.wikipedia.org/wiki/Foothttp://en.wikipedia.org/wiki/Shoe_hornhttp://en.wikipedia.org/wiki/Flip_flophttp://en.wikipedia.org/wiki/Sandal_%28footwear%29http://en.wikipedia.org/wiki/Dancinghttp://en.wikipedia.org/wiki/Cleat_%28shoe%29http://en.wikipedia.org/wiki/Rubberhttp://en.wikipedia.org/wiki/Leather


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4. Shoe polish - a waxy material spread on shoes to improve appearance, glossiness,

and provide protection

5. Shoe brush and polishing cloth - used to apply polish to shoes

6. Overshoes or galoshes- a rubber covering placed over shoes for rain and snowprotection

7. (Orthopedic)shoe insert - insert of various materials for cushioning, improved

fit, or reduced abrasion. These include padding and inner linings. Inserts may also

be used to correct foot problems

8. Shoe bag - a bag that protects shoes against damage when they are not being

worn

9. Shoe stretcher - a tool for making a shoe longer or wider or for reducing

discomfort in areas of a shoe

10. Snow shoe - a wooden or leather piece which increases the area of ground

covered by the shoe

Types of shoes:

Dress and casual shoes

Dress shoes are categorized by smooth and supple leather uppers, leather soles, and

narrow sleek shape. Sturdy leather uppers, non-leather outsoles, and wide profile

characterize casual shoes.

Some designs of dress shoes can be worn by either gender. The majority of dress shoes

have an upper covering, commonly made of leather, enclosing most of the lower foot, but

not covering the ankles. This upper part of the shoe is often made without apertures or

openings, but may also be made with openings or even itself consist of a series of straps,

e.g. an open toe featured in women's shoes. Shoes with uppers made high to cover theankles are also available; a shoe with the upper rising above the ankle is usually

considered abootbut certain styles may be referred to as high-topped shoes or high-tops.

Usually, laces or zippers secure a high-topped shoe, although some styles have elastic

inserts to ease slipping the shoe on.
http://en.wikipedia.org/wiki/Galosheshttp://en.wikipedia.org/wiki/Galosheshttp://en.wikipedia.org/wiki/Shoe_inserthttp://en.wikipedia.org/wiki/Shoe_inserthttp://en.wikipedia.org/wiki/Dress_shoehttp://en.wikipedia.org/wiki/Boothttp://en.wikipedia.org/wiki/Boothttp://en.wikipedia.org/wiki/Dress_shoehttp://en.wikipedia.org/wiki/Shoe_inserthttp://en.wikipedia.org/wiki/Galoshes


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Shoes made from realcrocodile skin, in a conservation exhibit atBristol Zoo,England

Men's shoes

Men's shoes can be categorized by how they are closed:

1. Balmorals - the vamp has a V-shaped slit to which the laces are attached; also

known as "closed lacing." In England, the balmoral is known as the Oxford.

American clothing companies to market shoes that are not Oxfords, such as

rubber-sole bluchers, use the word Oxford.

2. Blchers- the laces are tied to two pieces of leather independently attached to the

vamp; also known as "open lacing." In England, the Blucher is known as the

Derby shoe.

3. Monk-straps- a buckle and strap instead of lacing

Various other closings exist but are less popular such as side-elastic closings.

Men's shoes can also be decorated in various ways:

1. Plain-toes- have a sleek appearance and no extra decorations on the vamp.

2. Cap-toes - has an extra layer of leather that 'caps' the toe. This is possibly the

most popular decoration

3. Wing tips- The toe of the shoe is covered with a perforated panel, the wing tip,

which extends down either side of the shoe. Wing tips can be found in both

balmoral and blucher styles. In England this is called a brogue.

Women's shoes:

There are a large variety of shoes available for women. Some broad categories are:

Pumps, known in the US as ballerinas or skimmers, are shoes with a very low heel and a

relatively short vamp, exposing much of the instep. They are popular for warm-weather

wear, and may be seen as more comfortable than shoes with a higher heel.

High heels may be shoes with heels 2 inches (5 cm) or higher. They are often seen as

having more sex appeal than low heels (see article for discussion) and are thus commonly

worn by women for formal occasions or social outings.
http://en.wikipedia.org/wiki/Crocodilehttp://en.wikipedia.org/wiki/Bristol_Zoohttp://en.wikipedia.org/wiki/Englandhttp://en.wikipedia.org/wiki/Balmoral_%28shoe%29http://en.wikipedia.org/wiki/Balmoral_%28shoe%29http://en.wikipedia.org/wiki/Bl%C3%BCcherhttp://en.wikipedia.org/wiki/Bl%C3%BCcherhttp://en.wikipedia.org/wiki/High_heelshttp://en.wikipedia.org/wiki/High_heelshttp://en.wikipedia.org/wiki/High_heelshttp://en.wikipedia.org/wiki/Bl%C3%BCcherhttp://en.wikipedia.org/wiki/Balmoral_%28shoe%29http://en.wikipedia.org/wiki/Englandhttp://en.wikipedia.org/wiki/Bristol_Zoohttp://en.wikipedia.org/wiki/Crocodile


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1. Sneaker bootand sneaker pump - a shoe that looks like an athletic shoe, but is

equipped with a heel, making it a kind of novelty dress shoe

2. Boots - Long shoes (covering the ankle) frequently made of leather. Some are

designed to be used in times of bad weather, or simply as an alternate style of

casual or dress wear. Styles include rubber boots and snow boots, as well as work

boots and hiking boots.

3. Slippers- Usually for night use, commonly worn withpajamas

4. Athletic shoes -Men's and women's athletic shoes and special function shoes

often have less difference between the sexes than in dress shoes. In many cases

these shoes can be worn by either sex. Emphasis tends to be more on function

than style.

5. Sneakers/trainers (also called gym shoes or tennis shoes) - general purpose

athletic shoes; made out of rubber, cloth, and/or plastic to be lightweight, flexible,

and have good trAction. Special varieties available for basketball or tennis.

6. Running shoes- very similar to above, with additional emphasis on cushioning.

7. Track shoes- lightweight; often with plastic or metalcleats

8. Cleats- a type of shoe featuring molded or removable studs. Usually worn while

playing sports such asrugby,football,American football,orbaseball

9. Golf shoes- with "spikes" for better grip in grass and wet ground. Originally the

spikes or "cleats" were made of metal but replicable "soft spikes" made of

synthetic plastic-like materials with prongs distributed radically around the edge

of each spike are much more common today (and are required on many golf

courses since they cause less damage to the greens)

10. Bowling shoes - intermediate style between ordinary dress shoes and athletic

shoes. They have harder rubber soles/heels so as not to damage bowling alley

floors. They are often rented or loaned at bowling alleys.

11. Climbing shoes, also known as hiking shoes or boots - usually have a high

somewhat stiff upper with many lace eyelets, to provide ankle support on uneven

terrain, with extra large trAction on the sole.
http://en.wikipedia.org/wiki/Sneaker_boothttp://en.wikipedia.org/wiki/Sneaker_boothttp://en.wikipedia.org/wiki/Bootshttp://en.wikipedia.org/wiki/Bootshttp://en.wikipedia.org/wiki/Slipperhttp://en.wikipedia.org/wiki/Slipperhttp://en.wikipedia.org/wiki/Pajamashttp://en.wikipedia.org/wiki/Athletic_shoehttp://en.wikipedia.org/wiki/Sneaker_%28footwear%29http://en.wikipedia.org/wiki/Track_shoehttp://en.wikipedia.org/wiki/Track_shoehttp://en.wikipedia.org/wiki/Cleathttp://en.wikipedia.org/wiki/Cleatshttp://en.wikipedia.org/wiki/Cleatshttp://en.wikipedia.org/wiki/Rugby_footballhttp://en.wikipedia.org/wiki/Football_%28soccer%29http://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/Baseballhttp://en.wikipedia.org/wiki/Golfhttp://en.wikipedia.org/wiki/Bowlinghttp://en.wikipedia.org/wiki/Climbing_shoehttp://en.wikipedia.org/wiki/Climbing_shoehttp://en.wikipedia.org/wiki/Climbing_shoehttp://en.wikipedia.org/wiki/Bowlinghttp://en.wikipedia.org/wiki/Golfhttp://en.wikipedia.org/wiki/Baseballhttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/Football_%28soccer%29http://en.wikipedia.org/wiki/Rugby_footballhttp://en.wikipedia.org/wiki/Cleatshttp://en.wikipedia.org/wiki/Cleathttp://en.wikipedia.org/wiki/Track_shoehttp://en.wikipedia.org/wiki/Sneaker_%28footwear%29http://en.wikipedia.org/wiki/Athletic_shoehttp://en.wikipedia.org/wiki/Pajamashttp://en.wikipedia.org/wiki/Slipperhttp://en.wikipedia.org/wiki/Bootshttp://en.wikipedia.org/wiki/Sneaker_boot


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12. Walking shoes - have a more flexible sole than the running shoe, lighter in

weight than the hiking boot, may have air holes, may not be water proof.

13. Skating shoes- typically calledskates. They have various attachments forskating

on the bottom of the shoe portion.

a. Ice skates

b. Roller skates

c. Inline skates

14. Ski boot- a large, thick plastic boot specially designed for attachment to the ski.

15. Skateboarding shoes have flat soles for a better grip on a skateboard. They are

very wide and have extra layers of padding to protect the skateboarders feet.

Many young people wear them for comfort.

16. Cycling shoesare equipped with a metal cleat to interface withclip less pedals,as

well as a stiff sole to maximize power transfer and support the foot.

17. Snowshoes are special shoes for walking in thick snow. In temperate climates,

snowshoes are used for mostly recreational purposes in winter.

18. Orthopedic shoes

19. Orthopedic or "comfort" shoes are made with pedorthic and anatomically-correct

comfort qualities, such as padded removable foot beds, wide toe boxes and arch

support are made especially for those with problematic feet.

Dance shoes

1. Pointe shoes- shoes designed for ballet dancing, which have the toe box stiffened

with glue and a hardened sole so the dancer can rise on the tips of her (or his) toes

2. Ballet slipper- heel-less slippers made of canvas or leather, with usually a leather

sole that may be continuous or in two parts (split-sole) - stiffer leather sole over

the ball of the foot and over the heel, with the part of the shoe under the arch

made of the softer material of the upper, so as the foot can be pointed to its

utmost. Elastic straps usually secure ballet slippers. They are most commonly
http://en.wikipedia.org/wiki/Skateshttp://en.wikipedia.org/wiki/Skateshttp://en.wikipedia.org/wiki/Skatinghttp://en.wikipedia.org/wiki/Ski_boothttp://en.wikipedia.org/wiki/Ski_boothttp://en.wikipedia.org/wiki/Cycling_shoehttp://en.wikipedia.org/wiki/Cycling_shoehttp://en.wikipedia.org/wiki/Bicycle_pedal#Clipless_pedalshttp://en.wikipedia.org/wiki/Snowshoeshttp://en.wikipedia.org/wiki/Snowshoeshttp://en.wikipedia.org/wiki/Pedorthichttp://en.wikipedia.org/wiki/Pointe_shoeshttp://en.wikipedia.org/wiki/Pointe_shoeshttp://en.wikipedia.org/wiki/Pointe_shoeshttp://en.wikipedia.org/wiki/Pedorthichttp://en.wikipedia.org/wiki/Snowshoeshttp://en.wikipedia.org/wiki/Bicycle_pedal#Clipless_pedalshttp://en.wikipedia.org/wiki/Cycling_shoehttp://en.wikipedia.org/wiki/Ski_boothttp://en.wikipedia.org/wiki/Skatinghttp://en.wikipedia.org/wiki/Skates


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pink, white, black, or pale tan, although they may be made in specialty colors

such as red or blue.

3. Jazz shoe - similar in basic structure to a split-sole ballet slipper, jazz shoes

usually have a longer vamp, securing the foot by laces or elastic inserts. Unlike

ballet slippers, jazz shoes usually have a low (1" or under) heel.

4. Tango/flamenco dance shoes

5. Dance sneakers (or dansneakers)-a combination of a sneaker and a dance shoe,

with a block toe like a ballet slipper

6. Character shoes- shoes with a 1"-3" heel, which are usually made of leather, and

often have one or more straps across the instep to secure the foot during dance.

They may come in soft-soled (suede) or hard-soled varieties. They may be

adapted into tap shoes by attachingtaps.

Work shoes

Work shoes are designed to stand heavy wear, to protect the wearer, and provide high

trAction. They are generally made from sturdy leather uppers and non-leather outsoles.

Sometimes they are used foruniforms or comfort by nurses,waitresses,police,military

personnel, etc. They are commonly used for protection in industrial settings,construction,

mining,and other workplaces. Protective features may includesteel-tipped toes and soles

orankle guards.

Maintenance

Breaking-in - Some shoes are made of hard but deformable material. After a

person wears them multiple times, the material reforms to fit the wearer's feet.

The person is said to have broken inthe shoes.

Polishing - for protection, water resistance (to some extent) and appearance,

especially for leather shoes andboots.

Heel replacement - heels periodically wear out. Not all shoes are designed to

enable this.

Sole replacement - soles also wear out. Not all shoes can have their soles

replaced.
http://en.wikipedia.org/wiki/Tap_dancehttp://en.wikipedia.org/wiki/Uniformhttp://en.wikipedia.org/wiki/Nursehttp://en.wikipedia.org/wiki/Waitresshttp://en.wikipedia.org/wiki/Policehttp://en.wikipedia.org/wiki/Militaryhttp://en.wikipedia.org/wiki/Constructionhttp://en.wikipedia.org/wiki/Mininghttp://en.wikipedia.org/wiki/Steel-toe_bootshttp://en.wikipedia.org/wiki/Anklehttp://en.wikipedia.org/wiki/Boothttp://en.wikipedia.org/wiki/Boothttp://en.wikipedia.org/wiki/Anklehttp://en.wikipedia.org/wiki/Steel-toe_bootshttp://en.wikipedia.org/wiki/Mininghttp://en.wikipedia.org/wiki/Constructionhttp://en.wikipedia.org/wiki/Militaryhttp://en.wikipedia.org/wiki/Policehttp://en.wikipedia.org/wiki/Waitresshttp://en.wikipedia.org/wiki/Nursehttp://en.wikipedia.org/wiki/Uniformhttp://en.wikipedia.org/wiki/Tap_dance


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Shoelace replacement.

When unfit for use, shoes can be treated as trash or municipal solid waste and

disposed of. The exception can be with most athletic sneakers which can be

recycled and turned into other raw materials. SeeNike Grind as an example.
http://en.wikipedia.org/wiki/Municipal_solid_wastehttp://en.wikipedia.org/wiki/Nike_Grindhttp://en.wikipedia.org/wiki/Nike_Grindhttp://en.wikipedia.org/wiki/Municipal_solid_waste


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2.1 Features of various major branded shoe company:

Reebok

Reebok is known as one of the leading innovators of athletic shoe.

Known for its design and superior technology.

Popular for aerobic, fitness and tennis styles.

Mostly preffered styles are Reebok Classics and the cutting edge style of Rbk.

Nike

Nike produces a wide range of sports equipment.

Started with Track running shoes and basketball shoes.

Also available in Wide range of sports shoes including track & field, football,

baseball, tennis, soccer, lacrosse, cricket, and golf.

Nike is positioned as a premium-brand, selling well-designed and expensive products.

Available in wide range for men, women and children.

Bata

High quality, comfortable and stylish shoes.

Available in Europe and leading stores of asia & the middle east.

Range for men, women and kids.

Using modern technology.

Diversity with ranges in running, training, court, basketball, football and Outdoor

Action

experience in footwear industry

It is synonymous with quality shoes

Range for whole family i.e men, women and kids.

Diversity with ranges from casuals to formals; from daily wear to sports wear and

from an elegant collection for ladies to a fun range for kids.


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Available in Delhi, Haryana, Himachal Pradesh and Daman etc.

Action group endorses the principles of social responsibility.

Lakhani

The Lakhani Group one of the largest footwear manufacturers in India.

Lakhani Vardaan is a market leader today, in beach & casual/sports footwear in

India.

Available for men, women and kids.

Known for good quality.

Liberty

Their main foray is in mens shoes and childrens school shoe.

The company has created a range of 10 brands to exclusively cater to specific target

groups.

3 exclusive men brands, 2 exclusive women brands, 1 exclusive brand for children, 3

unisex brands of which 2 are sports shoes brands and one is a safety shoe brand for

industrial workers.

The company has also expanded their product range to cater to the entire family

(men, women and kids).

Company is known for its quality and soothe.

2.2 Features of the Product:

1) Quality worth the money spent on :

Price of branded shoes starts from Rs 800 onwards. These shoes are very

beautifully designed and fashionable. Purchase is worth of quality.

2) Very trendy and fashionable:

If you are ready to spend around Rs 2,000/- or above brands offer you a wide

variety of trendy and fashionable shoes. You could be sure to acquire stone &

pearl worked sandals best suited to your occasion and kids shoes are also

available in different colours.

3) Long and durable:


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Branded shoes are really meant for longevity. Due to its longevity and durability

branded shoes are preferred by those who dont believe in frequent changing of

shoes.

4) Padded Layers to provide comfort:

Branded shoes also provide the customers with padded layers in the shoes in order

to provide much more comfort than other shoes.

5) Incredible range:

Branded shoes also provide incredible range of shoes to there customers so, that

they can have a variety of choice.

Many Indian consumers now spend as much on footwear as on apparel and change their

shoes for different occasions, helping expand footwear range from formals, casuals and

home wear to weddings, monsoons, clubwear, sportswear, adventure, beachwear and

lounge wear. They have also helped thefootwear industry almost double in the past five

years to an estimated Rs 20,000 crore and prompted retailers to widen their footprint with

some urgency.

2.3 Factors Affecting Demand for Shoes:

As a retailer, the first rule is to understand the triggers for purchasing your product.

Knowing the factors affecting demand for shoes enables you to respond more quickly to

the needs of the market.

Below are the common factors affecting demand for shoes:

1) Price.:USA consumers are extremely price conscious and value driven. Four out

of every ten pairs of shoes is sold at a discount. The essence of consumers

demand response is to buy less at high prices and more at lower prices.Consumers

are generally price-conscious whenbuying shoes:they often come to a store with

a threshold price (say $150) and then they look for a pair within their budget and

best fits their criteria. Others even select low-priced items to be able to buy

several pairs, without going above their budget. With the advent of discount shoe

stores, even branded shoes can be bought at significant discounts. Unless you are

catering to high-income market where clients buy several Manolo Blahniks or
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Jimmy Choo shoes at a single purchase, you need to carefully check how your

market is responding to your prices.

2) Demographics. The characteristics and size of the population also impacts the

demand for shoes. Heavily populated areas like cities have greater demands for

shoes relative to smaller towns.

The demographics of the area surrounding your store also impact the selection of

your merchandise. If your store is located in the beach area, you need to stock up

on sandals, flip-flops and other must-havebeach shoe items. If you are located in

the middle of the busy downtown area or business section of your town, you may

find that corporate and formal shoes are in greater demand relative to other shoe

types.

3) Changes in Disposable Income. Income dictates the choice and frequency of

purchase of shoes. A family with increasing incomes may find itself having more

money available for the purchase of shoes. A family with shrinking income,

however, mayfind shoepurchase at the bottom of their priority.

For a high-income area, you can expect a strong demand for brand names,

particularly high-end types of shoes. Low-income areas are more likely to be

price-conscious: your customers will demand good quality shoes for lower prices.

4)

Weather.Weather is a major determinant in the selection and choices of shoes.Sandals and thongs see a surge in popularity during the hot summer months, while

boots are in great demand during the colder months. Your inventory needs to take

into account the seasons in buying your inventory.

5) Fashion Trends.Fashion dictates what sells for shoes. The fashion runways exert

heavy influence on what will be seen on the shelves of shoe stores. Fashion

creates demand for the current must have items: it can be clogs the past season

and ballet shoes the following season. Hence, it is critical to be on the lookout for

the next fashion must have item and make sure that you will be able to cater to the

needs of the fashionistas. The drawback, of course, is when you overstock on a

particular style when the fashion trends have already moved to the next must have

shoes.
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6) Target market. Your target market specifically their age and buying power --

also shapes the look, feel, styles and product offerings of your shoe store. Baby

boomers (those born from 1946 to 1964) as well as older members of the

Generation Y (born from 1977 to 1994) typically have greater wealth, and can

therefore, afford to buy more expensive shoes. Today s younger generations

including teenagers have greater spending money (e.g. parents credit cards, higher

allowances) and can afford to shop shoes for themselves.

7) Economic Factors.The shoe industry typically follows the volatility of economic

swings and downturns. A surging economy often leads to good sales, while sales

may take a nosedive during economic recessions and bust.

2.4 Marketing Mix2.4.1 Product

Features of shoes

Pores in the pads, so that the fragrance can move upward

Liquid with different fragrances (mild & strong)

Acupressure in built in the pad

Magnetic pads- to control the blood pressure

Different color & designs

Refilling of the fragrance in the pads

Range for male, female, children.

Light weight


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Types Of the Product

Formal shoes:-

Brands has a wide variety of formal shoes starting from Rs. 1445 onwards. These shoes

are light in weight, comfortable and attractive.

Casual shoes:-

Branded casual shoes are more in demand among the youths. They provide good quality,

comfort and classic look to their customers. These shoes are available for Rs.1100

onwards. Shoes are available in full size from 1 to 13.


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Athletic shoes:-

These shoes are beautifully designed and they provide ankle coverage, lightweight and

durability to their customers. Shoes are available for Rs.1500 onwards.

Trekking shoes:-

Trekking shoes are the most known shoes in the market. These shoes have excellent foot

grip. They also provide good cushioning and deep treaded sole for all terrains, dust, mud,

ice, water. These shoes are available for Rs 1600 onwards

Narrow edge shoes:-
http://www.bigshoebazaar.com/showprod.php?prcd=3647&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7738&sp=http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp=http://www.bigshoebazaar.com/showprod.php?prcd=3647&sp=http://www.bigshoebazaar.com/showprod.php?prcd=3647&sp=


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Narrow edge shoes are very in now days. These are easy pointy shoes made out of swed

leather, which looks accurate at normal distance. They are not as difficult to walk in as it

looks. These shoes are available for Rs. 1700 onwards.

Sandals:-

These sandals are stylish in design with fantastic colours option, well padded soles and

great grip. The company uses smooth and exotic leather for making of this shoe. They are

available for Rs. 700 onwards.

2.4.2 Price

Price of shoes is totally based on the relative prices of the other available brands in the

market

Lakhani

Action

Liberty

Bata

M & B

Nike

Reebok
http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp=http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp=http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp=


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Adidas

Red tape

Lomani

Wood land

Puma

Pricing Strategy

Out pricing polices will be based on value based pricing and competitive based pricing,

We wont be using price skimming technique as it is only for the technical products. Since

our quality of product is good and we have number of different features provided , there

is in the price ranges from 1500 to 5000.

Segment wise classification of price ranges in the mens footwear segments:

Segments Price Ranges in Rs % of growth

Mass market 185700 60% (Liberty Bata)

Economy market 700- 1000 30% (Bata Liberty)

Sports market 10003000 7% (Nike Adidas)

Premium leathers 3000- 5000 5% (Charles and Keith)

Luxury 10000- 50000 1% (Gucci Louis Vuitton)

2.4.3 Place

Where the products are locketed:

Headquarters in delhi supported by multiple manufacturing and development units in

states like-

Rajasthan.

Uttar Pradesh

Daman etc

No. of executives are customer geographies with the purpose of creating and

nurturing channel partners as well as customer relationship.


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Market Coverage

Targeting 70%of total customers

Mainly outlets in urban and sub urban areas

They have their individual stores as well as available at big shopping malls and

departmental stores selling shoes allover the world or at national level. for an example

Nike has more than 20,000 retailers in 200 countries. They sell their products through

individuals, auxiliaries and licensees. Production units, operational units and customer

services are in all over the nation.

2.4.4 Promotion

Advertising

Posters and Hoardings

Visual media

Printed( Newspapers, magazines )

Radios(All FM radio channels.)

Public Relations

follow CRM ( customer relation management ) techniques

corporate social responsibility.

2.5 Segmentation Procedure

SegmentA market segment consists of a group of customers who share a similar set

wants.

The marketer does not create the segments; the marketers task is to identify the segments

and decide which one(s) to target. Segment marketing offers several benefits over mass

marketing. All the branded shoe making company believe that they can create a more

fine-tuned product or service offering and price it appropriately for the target segment.

2.5.1 Basis Of Segmentation


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1) Geographic Segmentation : Calls for dividing the market into different

geographical units, such as, nations, states, regions, cities or neighborhoods. They

will be operating basically in the Urban and Suburban areas and tend to slowly

and steadily expand business.

2) Demographic Segmentation : In this the market is divided into groups on the

basis of variables such as age, family size, family life cycle, gender, income ,

occupation, religion, generation, nationality and social class. They are basically

catering to children above 15years of age and adults.

3) Psychographic Segmentation : In psychographic segmentation, buyers are

divided on the basis of lifestyle or personality or values. People within the same

demographic group can exhibit very different psychographic profiles. Keeping the

aforesaid in view we have laid special emphasis on the attitudes, interests and

activities. Moreover we have tried to analyze the different personality traits of the

individuals surveyed. For instance youngsters wish to go in for more abstract

designs and peculiar fragrances. They believe in the notion to be

DIFFERENT!!!! Office going ladies want something smart and comfortable

because they have to do all the chores (of the house as well as of the office ).

Office going males want something very comfortable and a very strong fragrance

because they have to wear the same footwear all day long.

4) Behavioral Segmentation: Here the buyers are divided into groups on the basis

of their knowledge of, attitude toward, use of, or response to a product. Like many

marketers I also believe that behavioral variablesoccasions, benefits, user status,

usage rate, loyalty, buyer- readiness stage, and attitude are the best starting points

for constructing market segments. I have designed the questionnaire keeping in

mind the above parameters.


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Chapter 3

THEORITICAL FRAMEWORK


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3.1 Promotion

Promotion is one of the four elements of marketing mix (product, price, promotion,

place). It is the communication link between sellers and buyers for the purpose of

influencing, informing, or persuading a potential buyer's purchasing decision.

The following are two types of promotion:

1. Above the line promotion: Promotion in mass media (e.g. TV, radio, newspapers,

internet, mobile phones, and, historically, illustrated songs) in which the

advertiser pays an advertising agency to place the advertisement

2. Below the line promotion: All other promotion. Much of this is intended to be

subtle enough for the consumer to be unaware that promotion is taking place. E.g.

sponsorship, product placement, testimonials, sales promotion, merchandising,

direct mail, personal selling, public relations, trade shows

The specification of five elements creates a promotional mix or promotional plan. These

elements are personal selling, advertising, sales promotion, direct marketing, and

publicity .A promotional mix specifies how much attention to pay to each of the five

subcategories, and how much money to budget for each. A promotional plan can have awide range of objectives, including: sales increases, new product acceptance, creation of

brand equity, positioning, competitive retaliations, or creation of a corporate image.

Fundamentally, however there are three basic objectives of promotion. These are:

1. To present information to consumers as well as others

2. To increase demand

3. To differentiate a product.

There are different ways to promote a product in different areas of media. Promoters use

internet advertisement, special events, endorsements, and newspapers to advertise their

product. Many times with the purchase of a product there is an incentive like discounts,

free items, or a contest. This is to increase the sales of a given product.


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3.2 Promotional Mix

It is not enough for a business to have good products sold at attractive prices. To generate

sales and profits, the benefits of products have to be communicated to customers. In

marketing, this is commonly known as "promotion".

Promotion is all about companies communicating with customers.

A business' total marketing communications programme is called the "promotional mix"

and consists of a blend of advertising, personal selling, sales promotion and public

relations tools. In this revision note, we describe the four key elements of the promotional

mix in more detail.

It is helpful to define the four main elements of the promotional mix before considering

their strengths and limitations.

(1) Advertising

Any paid form of non-personal communication of ideas or products in the "prime media":

i.e. television, newspapers, magazines, billboard posters, radio, cinema etc. Advertising is

intended to persuade and to inform. The two basic aspects of advertising are the message

(what you want your communication to say) and the medium (how you get your message

across)

(2) Personal Selling

Oral communication with potential buyers of a product with the intention of making a

sale. The personal selling may focus initially on developing a relationship with the

potential buyer, but will always ultimately end with an attempt to "close the sale".

(3) Sales Promotion

Providing incentives to customers or to the distribution channel to stimulate demand for a

product.


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(4) Publicity

The communication of a product, brand or business by placing information about it in the

media without paying for the time or media space directly otherwise known as "public

relations" or PR.

3.3 Advantages & Disadvantages of Promotion

Advantages

Sales promotions have a significant effect on the behaviour of consumers and trades

people. Such promotions can bring in more profits for the manufacturers because they

permit price discrimination.

1. Price discrimination:

Producers can introduce price discrimination through the use ofsales promotions. They

can charge different prices to different consumers and trade segments depending on how

sensitive each segment is to particular prices.Coupons, special sales events, clearance

sales and discounts are examples to explain the phenomenon.

Often such price discrimination are offered in specific cities in the country,Bajaj Auto

Ltd. started the scheme on 20th august 2001, where by if you buy a Bajaj Spirit two-

wheeler you get Rs.3000/- off, valid only in Ahmedabad.

2. Effect on consumer behaviour:

As sales promotions are mostly announced for a short period, customers may feel a sense

of urgency and stop comparing the alternatives. They are persuaded to act now rather

than later.With every 500g pack of Tang, you get a free Tang glass. Offer valid only till

stocks last.
http://drypen.in/http://drypen.in/


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3. Effect on trade behaviour:

Short-term promotions present an opportunity and encourage dealers to forward buy. This

forward buying ensures that retailers wont to go out of stocks. As dealers have more

than the normal stocks, they think it advisable to advertise in local media, arranged

displays and offer attractive promotion deals to consumers. These actions help in

increasing the store traffic. Buy 2 dozen shampoo sachets & get 2 sachets free.

4. Regional Differences:

The South is generally characterised by greater degree of going out and people tend to

drink outside the house. The Tamilian, consumer in particular, is value oriented, rational

and looks up to film stars, while the Keralite is more international in his outlook. The

Bangalorean is as Cosmopolitan as his Mumbai or Delhi counterpart. Such factors have

to be taken into consideration while providing incentives to the customers.

Disadvantages

While sales promotion is a powerful and effective method to produce immediate short

term positive results, it is not a cure for a bad product or bad advertising. In fact, a

promotion is speed up the killing of a bad product.

1. Increased price sensitivity

Consumers wait for the promotion deals to be announced and then purchase the product.

This is true even for brands where brand loyalty exists. Customers wait and time their

purchases to coincide with promotional offers on their preferred brands. Thus, the routine

sales at the market price are lost and the profit margin is reduced because of the discounts

to be offered during sale-season.

The Diwali Bonanza Offers on electronic goods.

2. Quality image may become tarnished:


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If the promotions in a product category have been rare, the promotions could have a

negative effect about its quality image. Consumers may start suspecting that perhaps the

product has not been selling well, the quality of the product is true compared to the price

or the product is likely to be discontinued because it has become outdated.

The Smile Powder offer of Buy 1 and get 2 free went on and on. Ultimately people

stopped asking for the product as the on-going sales promotion strategy made the

customers perceive it to be a cheap and an inferior product.

3. Merchandising support from dealers is doubtful:

In many cases, the dealers do not cooperate in providing the merchandising support nor

do they pass on any benefit to consumers. The retailer might not be willing to give

support because he does not have the place, or the product does not sell much in his shop,

or may be he thinks the effort required is more than the commission/benefit derived.


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Chapter - 4

RESEARCH METHOLOGY


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4.1 Reseach & Sampling

Research problems- A Study On Consumer Preference For Branded Shoes in Surat

cityResearch Methodology- Exploratory method

Sampling Frame - In our survey report General Public of SURAT City

is a sampling frame

Sampling Methods- Convenience sampling

Sample Size - 100

Primary Data - Interview through Questionnaire

While deciding about the sample of the project, it is required from the researchers point

to pay attention to these under mentioned points:

Sample Units: A decision has to be taken concerning a sampling unit before selecting

a sample, sampling unit may be a geographical one such as state, district, village Etc.

so in this research sampling unit is Surat City.

Source of data:Data required for the study was collected through primary sources

i.e. Market Survey and the market area is Surat.

Sampling size: This refers to the no. of items to be selected from the universe to

constitute a sample. This is a major problem before the researcher. The size of sample

should neither be excessively large not too small, it should be optimum. This size of

population must be kept in view for this also limits the sample size .Sample size in

this research is 100.

Instruments Used

Primary data collected through sample survey from the selected elements in malls and

super markets and college. So for this purpose I have used the most popular tool of

primary data collection through direct communication with respondents. The tools I used

are questionnaires.


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4.2 Method Of Data Collection

Actually data is of two kinds which are following-

Primary Data: Primary data are those, which are collected afresh and for the first

time and this happen to be original in character.Secondary Data: Secondary data are those data which have already been collected by

someone else and which have already been used as per required.

e.g. Internet

4.3 Project Objective

The research study tends to follow and achieve specific objectives.

To study which branded shoes is mostly preferred by people as per their choices.To know the buying behavior of Surat city people regarding choices among various

branded shoes.

To find out factor influencing the people at the time of purchasing branded shoes

Quality, Durability, Variety, Price, and Uses.

4.4 Limitations Of The Study

While surveying I encounter with some problems like-

A survey should involve a larger sample size otherwise the findings of the survey can

not be generalized.

But a larger sample size may increase the time and cost of collecting the primary data

with the help of Questionnaire.

Many of the respondents were not willing to fill the questionnaire.

Another problem which I face was that people were hesitating to give information

about their views freely.


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Chapter - 5

DATA ANALYSIS

FINDINGS


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5.1 Data Analysis and Interpretation

Q-1 Which brand you prefer?

Brand Adidas Nike Reebok Action AnyOthers

No.of

respondent

28 16 39 11 6

Interpretation:

As we can see in the respondent would like to prefer Reebok, because it

has build the good reputation and brand name in this shoe making

industry , Reebok has brand name thats why people of Surat willing to

prefer Reebok. 39% of respondent is prefer Reebok.

The 2nd most preferable brand is Adidas. There is competition to Reebok

is by Adidas 28% of respondent prefer Adidas.

Nike is also one of reputed company ,16% of respondent prefer Nike.

Adidas

28%

Nike

16%

Reebok

39%

Action

11%

Any Others

6%

Which brand do you prefer?


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Action stands at least among previous company,

6% of respondent prefer any other which are not in the list.

Q-2 Are the respondent satisfy with the quality of preferred brand?

Satisfaction No. of respondent

Satisifed 89

Unsatisfied 11

Interpretation:

Almost 89% of respondent are satisfied with their preferred brand ,that

means respondent are getting the quality and they are not disappointed in

the matter of quality by the companies. The companies are very conscious

about good quality of the product.

11% are not satisfied with the quality preferred brand.

Satisifed

89

Unsatisfied

11

0 20 40 60 80 100

Satisifed

Unsatisfied


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Q-4 What if the price of the preferred brand increases will they

purchase again?

Brands No. of respondent

Same brand 60

Cheaper brand 23

Any other brand 17

Interpretation:

60% of the respondent are loyal towards their preferred brand,that means

they do not want any change in their preferred brand.

23% of the respondent will prefer cheaper brand, because they are price

conscious. if they are allowed to choose brand at low price, they will

purchase cheaper brand than the preferred brand.

17% respondent said they will purchase shoe from different brand.

Samebrand, 60

Cheaperbrand, 23

Anyotherbrand, 17


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Q-5 How do they consider the importance of branded shoes?

Factors no of Respondent

Durability 36

personality 23

comfort 22

style 11

price 8

Interpretation:

In this 36% of the respondent are vary considered branded shoes for the

high durability, this respondent think that branded shoes are more

durable than non-branded.23% of respondent think that branded shoes are wore for the personality,

this respondent feel that branded shoes increases their image.

22% of respondent prefer branded shoe for comfort, they .

11 % of respondent prefer branded shoe for style.

8% of respondent prefer branded shoe for style price.

0

5

10

15

20

25

30

35

40

36

23 22

11 8

Durability

personality

comfort

style

price


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Q-6 what factor influence you to go for a particular brand?

Factors No.of respondent

Quality 58

Price 21

Durability 16

Promotion 5

Interpretation:

In this 58% of respondent are influenced by quality factor of branded shoe,

Where as 21% of respondent are influenced by price factor,

16% of respondent are influenced by durability factor,

5% of respondent are influenced by promotion factor. It is also found that

the advertising done by companies, it is not sufficient according to the

customers.

none of the respondent are influenced by variety factor.

Quality

Price

Durability

Promotion

variety

58

21

16

5

0

Quality Price Durability Promotion variety


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Q-7 Do you normally switch over brand?

Categories No.of respondent

Yes 72

No 18

Interpretation:

Yes they do,72% of respondent usually switch the brand, they would like

to change in the branded shoe.

Rest 18% of respondent do not want to change their preferred brand.

0

10

20

30

40

50

60

70

80

Yes

72

No

18


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Q-8 Does the advertising play any role in selection of brands of shoe?

Categories No. of respondent

Yes 68

No 32

Interpretation:

68% of respondent said yes, according to them Advertisement plays a

crucial role while selecting brands of shoe ,

32% of respondent do not agree that advertising plays any role while

selecting brands of shoe.

Yes

68

No

32

0 20 40 60 80 100 120

Yes

No


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Q- 9 What kind of promotion tool they prefer?

Promotion Tool No.of respondent

Buy 1 Get 1 38

Discount 32

Lucky coupon 18

Free gift 12

Interpretation:

38% of respondent want to prefer buy 1 get 1 scheme, according to them

this is very beneficial scheme for them.

32% of respondent want discount scheme in branded shoes, thats why

during sale season sales of branded shoe increases.

18% of respondent want lucky coupon.

12% of respondent want free gift with branded shoe.

0

5

10

15

20

25

30

35

40

38

32

18

12

Buy 1 Get 1

Discount

Lucky coupon

Free gift


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Q-10 Are you willing to buy the preferred brand at lower price with

negligible damage?


Yes 54

No 46

Interpretation:

54% respondent willing to buy preferred brand at low price with negligible

damage,46%of respondent do not want to buy preferred brand at low price with negligible

damage, they are quality conscious towards the brand.

Yes No

54

46

Are you willing to buy the preferred brand at lower price with

negligible damage?

Yes No


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Q-11 Is there any impact of celebrity on your purchase of sports shoe?


Yes 77

No 23

Interpretation:

77% of respondent said that yes celebrity impact a lot on purchase of

sports shoe, sports person are the influencer to the consumer, consumer

purchase sports shoe taking into consideration the brand image of sports

person.Celebrities have a special impact in the mind of the consumers

that affects the purchasing sense of consumers.

23 % of respondent said that celebrity does not impact while purchasing

sport shoe.

Yes77

No23

0 20 40 60 80 100 120


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Q-12 Will you purchase another brand of same quality with less price?


Yes 64

No 36

Interpretation:

64% of respondent will choose another brand of same quality with less

price

36% of respondent will not purchase another brand of same quality with

less price.

Yes

64

No

36Yes

No


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Q-13 Do you think weight is a factor for choosing brand.


Yes 68

No 32

Interpretation:

68% of respondent have said that yes weight is a factor for choosing brand.

Most of the users preferred to wear lighter shoe.

32% of respondent have said no.

Yes 68

No 32

0 10 20 30 40 50 60 70 80

Yes

No

Do you think weight is a factor for choosing brand ?


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5.2 Research finding:

After assessing the overall market scenarios what came in picture was

As follows:

Consumer reactions suggests that Reebok is the market leader among all its close

counterparts in the branded shoe and apparel segments.

People are still expecting some thing more from Reebok.

Adidas is chasing its position most aggressively so now it requires maintaining its

position with new stuff.

The customers want quality of the product so that durability of the product is the

can be maintained.

The customers normally switch over to the brand, they will purchase that brand of

shoe which they consider as comfort and price.

Reasons being its restrictive manufacturing in India, and the cost of the products

are not affordable as compared to European and U.S market.


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Chapter 6

Suggestions

Recommendation


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Suggestions & Recommendation:

The company must ensure that promotional schemes are distributed properly by

the distributors.

Sales promotion schemes are important to influence the consumer. The retailer

was dissatisfied by the promotional schemes of the company

Companies should focus more on kids range.

Conclusion:

From the field-study conducted at the showrooms and colleges located at Surat

city, I am able to conclude that people buy branded shoes mostly because of

comfort and they mostly go for the quality & brand value of the product.

The product quality & comfort along with style & promotional strategies of using

sports celebrities as their endorser are helpful to gain the significant market share.

Reebok positions itself as fitness and comfort providing good shoe manufactures.

Nike and Adidas Positions itself as a producer of designer and stylish sports

performance brand

In my Marketing research I found that the demand of is going to increase day by

day. The Shoe making companies should participate in advertising to acquire asmuch benefits as possible, thus competing successfully with other operators.


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Bibliography


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Annexure


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QUESTIONNAIRE

Dear Respondent,

I am a student of NAVNIRMAN INSTITUTE OF MANAGEMENT,

Surat, conducting a survey for my project preparation, as the assignment of partial

fulfillment the winter project of SEM-VI on A Study On Consumer Preference For

Branded Shoes,which wil l help in analyzing the preference strength for Addidas

Shoes. I assure you that the information given by you are strictly used for academic

purpose only. I request you to help me in gathering required information by filling up the

following information.

I am greatly thankful for your co-operation.Rajesh Jain

Q.1 Which brand you prefer?

a) Adidas b) Nike

c) Reebok d) Action

e) Any other

Q.2 Are you satisfied with the quality of preferred brand?

a) Yes b) No

Q.3 Are you satisfied with the price range of preferred brand?

a) Yes b) No

c) No comment

Q.4 If the price of your preferred brand increases will you purchase again?

a) Same brand b) Cheaper brand

c) Any other brand


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Q.5 how do you consider the importance of branded shoes?

a) Comfort b) Price

c) Durability d) style

e) Personality

Q.6 what factors influence you to go for a particular brand?

a) Quality b) Durability

c) Price d) Variety

e) Promotion

Q.7 Do you normally switch over the brand?

a) Yes b) No

Q.8 does the advertising play any role in selection of brands of shoes?

a) Yes b) No

Q.9 what kind of promotional tool you prefer?

(a) Lucky coupon (b) Free gift

(c) Discount (d) Buy one get one free

Q.10 Are you willing to buy the preferred brand at lower price with negligible damage?

(a) Yes (b) No

Q.11 Is there any impact of celebrities on your purchase of sport shoes?

(a) Yes (b) No

Q.12 Will you purchase another brand of same quality with less price?

(a) Yes (b) No

Q.13 Do you think weight is a factor for choosing brand?

(a) Yes (b) No

Q-14 Give your Suggestion.


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____________________________________________________

Pesonal Details:

Name : ____________________________

Residential Area : _________________________________

Contact no. : _________________

Email address: ________________________________________

Gender : Male Female

Age : Below 18 yrs 1824 yrs

2530 yrs 3140 yrs

Family income: Below 5, 00,000 5, 00,000-9, 99,999

10, 00,000-14, 99,999 Above 15 Lakh

Occupation : Self-employed Housewife

Businessman/Businesswoman Student

Government Employee Private Enterprise Employee

(2) a Consumer Preference for Branded Shoes in Surat City

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