You are on page 1of 19

Q -1 On the basis of survey conducted the basic information of the Footwear are given

that include the gender, age, Income.

Gender
% of
Respondent

Male

female

60

90

Out of 150 respondents under the survey majority were Females. The total percentages
of males are 40% and remaining 60% are females. Thus it can be concluded that
Female customers constitute the majority of the buyers for Footwear.

Age

Age between
0-25

Age between
25-50

Age between 50
Above

% of
Respondent

65

55

30

On the basis of survey, it is clear that customers in the age group of 25-50 form the
major buyers for the Footwear, which is about 43%. This is followed by the age group 025, 37% and 50 and above 20%. It can be concluded that majority of the buyers are
from age group of 25-50.
Income

Nil

Income between
10k-20k

Income
between 20k30k

Income
between 30k40k

Income
between 40k50k

Income
between 50k
& above

% of
Respondent

15

10

14

43

28

40

On the basis of survey, it is clear that customers in the income group of 30k to 40k are
the major buyers for the Footwear, which is about 29%. This is followed by the income
group of above 50k with 27% share and customers with 40K to 50K and above
constitute the share of 19%. It can be concluded that majority of the buyers are from
age group of 25-50.

Q-2 Are you A?

From this chart we infer that 70% respondents are Working professional, 40%
respondents are Student and 40% respondents are Housewife.

Q-3 What attracts you most to a new untried brand of Footwear?

Q-4 Where do you generally buy Footwear from?

From this chart we infer that 50 respondents said they would like buy Footwear from
company showroom, More, 45 respondents said that they would like buy footwear from
Supermarket, 35 respondents said that they would like buy footwear from Wholesale

market.18 respondents said that they would like buy footwear from Retail Market and 2
respondents said that they would like buy footwear from other sources.
From this chart we infer that most of respondent like to buy Footwear from company
showroom.

Q-5 How often do you purchase Footwear?

From this chart we can infer that, 48 respondents said they are purchasing Footwear
once in year , 42 respondents said they are purchasing Footwear once in 6 month, 50
respondent said they are purchasing Footwear once in 2 year. 10 respondents said they
are purchasing footwear once in month.
From this chart we infer that most respondent said they purchase footwear once in 2
year.
Q-6 what attracts most to a new untried brand of biscuits?

From the graph we can infer that, 50 respondents said Fashionable & Maintenance
attracts most to a new untried brand of Footwear,43 respondents said variety attracts
most to a new untried brand of Footwear,22 respondents said attracts Nice color most
to a new untried brand of Footwear. 15 respondents said Cheaper attracts most to a
new untried brand of Footwear, 20 respondents said Advertisement attracts most to a
new untried brand of biscuits.

Q-7 Rank the following Product Attribute on consumer behavior in footwear market?
Consideration in Factors Analysis:
In a study sample size of 150 respondents were taken but it needed to be tested
whether it is adequate or not for the study ,which was check value of mode through
using of Kaiser Meyer olkin .measure of sampling ,adequacy and Bartletts test of
spheres as shown in the Table 1.any value of more than 0.5 shows that the sample size
is adequate .KMo value>0.5-0.7 shows that the sample size is adequate ..kmo value .
0.5-0.7 shows mediocre sample size values >0.7 shows good sample and value
>0.8shows great sample size. As the value kom is 0.750 in this study it shows that the
sample adequacy is good.

Correlation matrix shows the simple correlation between all possible pairs of variables
included in the analysis correlation coefficient between all the variables chosen for the
study and the matrix has been used to study the pattern of relationship .after the reevaluation it was concluded that there was no problem of singularity or high correlation
in data as none of the correlation coefficient were greater than 0.8. To sum of all
variables in the study correlate fairly well either negatively or positively and none of the
correlation coefficient were greater than 0.8 .to sum up all variables in the study
correlate fairly well either negatively or positively and none of the correlation coefficient
s particularly large ,therefore there is no need to consider eliminating any variables at
this stage.

Communalities
Initial

Extraction

VAR00001

1.000

.996

VAR00002

1.000

.997

VAR00003

1.000

.959

VAR00004

1.000

.986

VAR00005

1.000

.930

VAR00006

1.000

.797

VAR00007

1.000

.841

VAR00008

1.000

.949

VAR00009

1.000

.996

VAR00010

1.000

.997

VAR00011

1.000

.959

VAR00012

1.000

.986

VAR00013

1.000

.930

VAR00014

1.000

.797

VAR00015

1.000

.841

VAR00016

1.000

.949

VAR00017

1.000

.996

VAR00018

1.000

.997

VAR00019

1.000

.959

VAR00020

1.000

.986

VAR00021

1.000

.930

Extraction Method: Principal


Component Analysis.

Extraction Method: Principal Component Analysis.


Rotation Method: Varimax with Kaiser Normalization.

The table below shows the loadings of the 21 variables on the three factors extracted.
The higher the absolute value of the loading, the more the factor contributes to the
variable.
Thus we have got our result of data reduction by reducing a set of 21 variable of in to a
6 component factor that have a high rating.

Component 1-Intrinsic & Extrinsic Attributes


Factor Loading
Explanation
0.832
Factors like price quality ,design ,fit comfort
variety and brand name forms the intrinsic
0.88
and extrinsic attributes of a footwear
0.785
products .most of th factors play a very
0.843
important role in this component because of
0.825
their high factors scores .these factor
0.622
influence the buying ,decision of the
0.765
customers

Indicator
Price
quality
Design
fit
comfort
variety
brand

Indicator
Duraability
warranty
raparability
Environmental
friendly
material
Country of
origin

Component 2-Reliability
Factor Loading
Explanation
0.82
0.794
0.778
0.636
0.682

Durability warranty reparability


environmental friendly material and country
of origin contributes very strongly to this
component. Soreliability of the footwear
products is one of the important factors
which infiuence the customer choice set.

Component 2-Convenience
Factor Loading
Explanation
Customers search for convenience &
0.869

Indicator
Availablity
Maintenance

0.845

accessibility in their shopping option


&product choice. At the same time they
prefer easy maintenance product or rather
hassle free product experience

Component 4-Health Consciousness


Factor Loading
Explanation
These customers want odour free &
0.832

Indicator
Odourless
Light weight

0.88

lightweight products. They dislike product


which are heavier & have typical odour in
products. So they are health conscious
customers

Component 5-Fashion Consciousness & Aesthetics

Indicator
Beautiful
Packaging
Nice colours
Fashionable

Factor Loading
0.621
0.655
0.832

Explanation
These customers prefer beautiful packaging
of the product, prefer nice colors & are very
fashionable. They are quite fashion
conscious & specific in their colour
preference

Component 5-Fashion Consciousness & Aesthetics


Indicator
Factor Loading
Explanation
The appearance & look of the product play
Appearance
0.856
Advance
Technology

0.784

very important role in influencing the


customer. These customers are influenced
by advanced Technology & innovativeness in
the product

Q.8 The following set of questions attempts to understand the general disposition of the

respondent towards their footwear.

Please Rank the following on a scale of 1-5.


My footwear affects my personality and appearance
I prefer more pairs of average quality footwear than few pairs of very good quality
footwear
I decide my footwear according to the clothes I want to wear
I usually decide my footwear according to the occasion
I decide my footwear according to the people I will around
The following set of questions attempt to understand the general disposition of the
respondent towards shopping of footwear.
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Approx. Chi-Square
Bartlett's Test of Sphericity

df
Sig.

.605
60.390
10
.000

Here the KMO is 0.605=0.5(approx.) indicates that it is a good idea to proceed with the
factor analysis. This table basically tells us how much our factor analysis is justified in
the correlation matrix

Anti-image Matrices
VAR00001

Anti-image Covariance

Anti-image Correlation

1.000

VAR00004

VAR00005

.944

.168

.011

.056

-.125

VAR00002

.168

.792

.089

-.206

-.168

VAR00003

.011

.089

.981

-.040

.059

VAR00004

.056

-.206

-.040

.774

-.253

VAR00005

-.125

-.168

.059

-.253

.791

VAR00001

.427a

.194

.012

.065

-.144

VAR00002

.194

.635a

.101

-.263

-.212

VAR00003

.012

.101

.559a

-.046

.067

VAR00004

.065

-.263

-.046

.623a

-.324

VAR00005

-.144

-.212

.067

-.324

.603a

Communalities

VAR00001

VAR00003

VAR00001

a. Measures of Sampling Adequacy(MSA)

Initial

VAR00002

Extraction
.880

VAR00002

1.000

.608

VAR00003

1.000

.083

VAR00004

1.000

.588

VAR00005

1.000

.666

Extraction Method: Principal


Component Analysis.

I prefer more pairs of average quality footwear than few pairs of very good quality
footwear has has better extraction compare to other component

Total Variance Explained


Component

Initial Eigenvalues
Total

% of Variance

Extraction Sums of Squared Loadings

Cumulative %

Total

% of Variance

Cumulative %

1.759

35.175

35.175

1.759

35.175

35.175

1.066

21.313

56.488

1.066

21.313

56.488

.992

19.833

76.321

.611

12.222

88.543

.573

11.457

100.000

Total Variance Explained


Component

Rotation Sums of Squared Loadings


Total

% of Variance

Cumulative %

1.711

34.212

34.212

1.114

22.277

56.488

3
4
5

Extraction Method: Principal Component Analysis.

Component Matrixa
Component
1

VAR00004

.766

VAR00002

.752

-.204

VAR00005

.717

.391

VAR00003

-.216

-.191

VAR00001

-.215

.913

Extraction Method: Principal


Component Analysis.a

a.

2 components extracted.

Reproduced Correlations
VAR00001

Reproduced Correlation

VAR00003

VAR00004

VAR00005

VAR00001

.880a

-.348

-.128

-.130

.203

VAR00002

-.348

.608a

-.123

.568

.459

VAR00003

-.128

-.123

.083a

-.172

-.229

VAR00004

-.130

.568

-.172

.588a

.563

VAR00005

.203

.459

-.229

.563

.666a

.160

.128

.043

-.139

.009

-.202

-.145

.155

.139

VAR00001

Residualb

VAR00002

VAR00002

.160

VAR00003

.128

.009

VAR00004

.043

-.202

.155

VAR00005

-.139

-.145

.139

-.169
-.169

Extraction Method: Principal Component Analysis.


a. Reproduced communalities
b. Residuals are computed between observed and reproduced correlations. There are 8 (80.0%) nonredundant
residuals with absolute values greater than 0.05.

Rotated Component Matrixa


Component
1

VAR00005

.794

.188

VAR00004

.748

-.166

VAR00002

.672

-.395

VAR00003

-.258

-.127

VAR00001

.937

Extraction Method: Principal


Component Analysis.
Rotation Method: Varimax with Kaiser
Normalization.a
a. Rotation converged in 3 iterations.

Component Transformation Matrix


Component
1

2
.965

-.264

.264

.965

Extraction Method: Principal Component


Analysis.
Rotation Method: Varimax with Kaiser
Normalization.

Thus we have got our result of data reduction by reducing a set of 5 variable of in to a
three component factor that have a high rating.

The following set of questions attempt to understand the respondent's preferences


towards footwear stores and the importance of certain attributes while selecting a
footwear retail store.
*Q.9 Please rate the following on a scale of 1-5
I prefer to go to multi-branded outlets than stand-alone stores
I prefer shopping at stores with all categories of footwear less than one roof
Variety of brands is an important factor in choosing a footwear store
Variety of styles is an important factor in choosing a footwear store
I might go to a slightly less preferred store if it has good salesmen
I like to shop in spacious footwear stores
An uncluttered display is an important factor in choosing a footwear store
Attractive window displays will make me enter a footwear store
I always buy from the same stores again and again
I first visit the stores I prefer and then visit other stores