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ABSTRACT
The survey study on Customer buying behavior towards branded Casual Shoes has
been conducted to observe the preferences of customers. This system of education is highly
appreciated as it provides with the opportunity to acquaint with the outside world. The practical
work helps to view the real business world closely, which in turn widely influence the
conception and perception of knowing their perception regarding branded casual shoes. This
project takes a look in various kinds of merchandising activities, market share of different shoes
and various sales promotion schemes, which are followed in the shoe industry. The three major
players (i.e.). Reebok, Nike and Adidas dominate the sports and casual shoe in India.
KEYWORDS: Branded Casual shoes, Casual Shoes, Customer satisfaction.
I.
INTRODUCTION
Customers buying behavior is enormous, and highlights the importance of the customer
at the center of the marketer's universe. Each customer is unique with different needs and wants
and buying choices and habits are influenced by habit, and choice that are in turn tempered by
psychological and social drivers that affect purchase decision processes. It is a complex multidimensional variable. Customer buying behavior is critical for influencing not only product
purchase decisions but also important marketing decisions for commercial firms, nonprofit
organizations, and regulatory agencies. Applications of customer buying behavior decisions lie
on marketing strategies, regulatory policies, social marketing, and informed individual. Buying
Behavior is the decision processes and acts of people involved in buying and using products.
Customer buying behavior is the sum total of a consumer's attitudes, preferences, intentions and
decisions regarding the consumer's behavior in the marketplace when purchasing a product or
service. The study of customer behavior draws upon social science disciplines of anthropology,
psychology, sociology, and economics.
48
ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249- 8826
ZIJBEMR, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in
ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249- 8826
ZIJBEMR, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in
To study which branded shoe is mostly preferred by people as per their choice.
To assess the level of importance given to the certain factors such as price, quality,
durability, etc. by the customer while taking purchase decision of branded casual shoes
To find out the influence of demographic variables towards customer buying behavior
branded casual shoes
V.LIMITATIONS OF THE STUDY:
Taking the market conditions into consideration the survey, which includes a sample size
of 50respondents, was a respective one. Research survey was conducted for a period of 3days.
The survey was limited to Ayanavaram, Chennai. Improper response from customers; but it was
minimal. Minimal possible bias in administrating the questions due to busy in their work. The
reaction and attitudes are subjected to changes according to the needs and time.
VI.RESEARCH METHODOLOGY
Descriptive research is followed in this research. The universe of the population includes
the respondents who are the customers phenomenon connected to individuals, situations or
events that occur, located at Ayanavaram. The samples (i.e. sample size 50) were selected among
the individual customers and store, located at Ayanavaram for this research. The samples were
chosen from the population, by using Convenience sampling technique (i.e. Non-probability
sampling technique), because the exact population size is unknown and the accessibility of the
customer is difficult. Survey method of data collection were used in this research. The primary
data were collected using structured questionnaire.
VII.DATA ANALYSIS AND INTERPRETATION:
1. FREQUENCY ANALYSIS:
Percentage analysis is one of the descriptive statistical measures used to describe the
characteristics of the sample or population in totality. Percentage analysis involves computing
measures of variables selected of the study and its finding will give easy interpretation for the
reader.
Table 1 Frequency Analysison Age Group and Gender
S.no
1.
Particulars
Age Group
15-20 years
20-25 years
25-30 years
Above 30 years
Frequency
Percentage
19
26
5
0
38.0
52.0
10.0
0
50
ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249- 8826
ZIJBEMR, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in
INFERENCE:
From the table 1, it is inferred that 38% of the respondents are belongs to the age group
of 15-20 years. Majority of the respondents (52%) are belongs to the age group of
Table 2 Frequency table Satisfaction of customers
S.No
1
Particulars
Which type of shoes do you like wear
Formal
Casual
Sports
Any others
Frequency
Percent
10
30
8
2
20.0
60.0
16.0
4.0
29
21
58.0
42.0
12
10
7
6
15
24.0
20.0
14.0
12.0
30.0
12
10
9
4
15
24.0
20.0
18.0
8.0
30.0
Particulars
Price
Quality
Size
Designs
Color
Durability
Availability
Brand image
Discounts
Variety
Special offers
N
50
50
50
50
50
50
50
50
50
50
50
Mean
3.78
4.38
3.34
4.26
3.28
4.2
3.28
4.54
3.58
4.50
3.64
Std. Deviation
0.507
0.490
0.593
0.527
0.497
0.536
0.497
0.579
0.575
0.647
0.776
51
ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249- 8826
ZIJBEMR, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in
Highly
dissatisfied
Dissatisfied
Satisfied
Highly
satisfied
Chi
value
13
1.5
1.8
3.0
7.2
1.5
15.3%
0.0%
24.7%
44.7%
15.7%
52.0%
10.0%
50.0%
30.5%
30.0%
4.0%
0.0%
8.0%
14.0%
4.0%
20
1.4
1.7
2.8
6.7
1.4
31.4%
21.4%
31.4%
11.4%
4.4%
40.0%
40.0%
30.0%
11.0%
40.0%
6.0%
6.0%
6.0%
6.0%
4.0%
2.1
2.5
4.2
10.1
2.1
10.0%
14.3%
14.3%
56.7%
4.8%
8.0%
50.0%
20.0%
58.5%
30.0%
0.0%
6.0%
6.0%
28.0%
2.0%
36
36.0
1.0
12.0%
42.0%
2.0%
12.0%
2.0%
100.0%
100.0%
100.0%
100.0%
100.0%
12.0%
42.0%
2.0%
12.0%
2.0%
15-20
years
20-25
years
25-30
years
6
6.0
Total
Neutral
6
6.0
1.25
p value
0.071
1
1.0
52
ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249- 8826
ZIJBEMR, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in
VIII. DISCUSSIONS:
I think thats a rigid, narrow, over simplistic view of the role running shoes play in
menswear, I have been putting together an album of casual running shoes done well.
From the mean and std. deviation, it is inferred that the satisfaction level of customers are
moderate with respect to availability of all types of casual shoes, price, all company
shoes, price of quality shoes and payment options.
Most (80%) of the customers are willing to recommend frombranded casual shoes to like.
The branded casual shoes may try to keep all types of stores and all brands as per the
requirement of Rich people in that locality.
IX. IMPLICATIONS:
The shoes available at Branded casual comparatively costlier than other branded stores,
so middle and lower class may not be affordable to buy from the shoe shop. It is
recommended to offer the branded shoes with reasonable price to attract middle and low
class people.
Branded casual shoes can improve by keeping all time availability of stocks, so that they
can improve their satisfaction level towards branded shoes.
Alumina stores can give discount at high rate shoes and also give free shocks so that they
can retain their customers.
X. CONCLUSION:
Through the research paper entitled, A study on customer satisfaction towards Branded
casual shoes, it is concluded that the demographic variables such as age group, gender are
having less impact on the factors of customers satisfaction. The research outcome also indicates
that, most of the customers were satisfied towards Branded casual shoes store with respect to the
chosen factors. This study also indicates that the customers loyalty towards the Branded casual
shoes is also good.
XI. REFERENCES
BOOKS
1. Marketing management by Philip Kotler
2. Bovee, c. L., Thill, J.V., (1992): Marketing. McGraw-ill, Inc., P. 761.
3. Aaker A., Kumar, V., Day, G.s., (1997): Marketing Research., Jhonwiley and Sons Inc.,
P. 776.
4. Bovee, c. L., Thill, J.V., (1992): Marketing. McGraw-ill, Inc., P. 761.
5. Rajagopal. (2010). Building shopping arousal through direct marketing in showroom
environment.
6. Journal of Promotion Management, 16, 445-466.
JOURNALS
1. Hickey, Walter (5 June 2013). 22 maps that show how Americans speak English totally
differently from each other. BUSINESS INSIDER.
2. Mental floss magazine, sept-oct 2008.
3. Frederick William Robinson (A prison matron), female life in prison, 2 vols. (London:
Hurst and Blackest, 1862)
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ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249- 8826
ZIJBEMR, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in
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