CONSUMER PROFILE

HISTORY OF WOMEN’S SHOES

History of women’s shoes let us know that

in 1900s, this was very rare to see legs or

feet of the women which means that

footwear was not that important in that era

and so could not get any attention. At that time the majority women were

used to of wearing moderate high heeled shoes with the pointed toes. Flat

shoes were also in fashion but a bit high heels had more attractive

importance. After that around 1920s, women started taking interest in

wearing skin colored stockings as well shoes and 1930s more

sophisticated and stylish shoes were made. Sandals with delicate and

elegant straps came into the fashion and women started wearing such

sandals in order to give glamorous look to their outfits.

Then in 1940s, women started wearing shoes with bright colors decorated

with very delicate and colorful ribbons or stylish studs. Wooden heels also

got popularity in this era. Then in 1950s fashion of Italian shoes came and

beside that stiletto heels also got attention of women. After this era flat

boots came into fashion and women adored wearing these shoes with short

dresses. Shoes with chunky or thicker heels with squared or rounded toes
also were in fashion and these are still in fashion these days. Shoes

decorated with different styles and colors of buckles were also appreciated

by a number of women as they were in fashion in 1990s. This is very true

that you should know the art of wearing and whatever the style you wear

will become the part of fashion.

CONSUMER PROFILE:

Name: Dr. Shamim Ara Begum

Age: 45

Occupation: Physician

Workplace and designation: Holy Family Red Crescent Medical College

Hospital,Consultant

Monthly Income: 50,000

Nationality: Bangladeshi

SOCIO-CULTURAL BACKGROUND OF CUSTOMER:

She has been born and brought up in Dhaka and comes from a very well-

established family. Her paternal home is in Kalabagan while her in-laws

house, where she currently resides in is in Banani. As she has always been

around the best and well reputed, it can be said that good-taste is

something that comes naturally to her.

CUSTOMER’S PREFERENCE AND AFFORDABILITY:

She has always had a fascination for shoes especially, high-heeled ones.

However, due to the demanding nature of her work for which she has to

spend long hours in the hospital she has to go for shoes which provide
 more comfort than style. She likes

travelling, she has been to many

countries like Iran, India, Dubai,

Oman, Saudi Arabia, Bangkok

Hong Kong and China and

travelling requires a lot of walking

as well. On top of that, recently she

also has had a ligament injury in

one of her foot because of which she cannot wear high-heeled shoes for

too long. As a result, nowadays she opts for shoes which provide comfort

and style.

CUSTOMER’S INCLINATION TOWARDS SHOPS AND PRODUCTS:

Unfortunately shoes that provide both comfort and style are very hard to

find in Dhaka. Moreover, due to a very busy schedule she does not get

much time to shop for shoes. Therefore, she usually buys shoes from Bata

and Hush Puppies. For regular or rough use she prefers the Dr.Scholls

shoes or Comfit shoes from Bata for Tk. 1800-2500 or as she goes to India

very often she buys shoes from there. These shoes usually cost Rs. 1500-

3000. For party shoes, she buys sandals and shoes from Hush Puppies for
Tk 3000-4000 which she wears at the hospital or for visiting relatives. She

also buys party shoes from Bangkok which are Summit and Gucci and

other brand shoes. For these shoes her liking is the main factor and the

price usually does not matter. Sometimes, experimentally she gets

specially made party shoes for her from a relative who has a shop in

Eastern plaza. She mostly wears block heels as stilettos are unstable and

does not allow easy and quick movement which is demanded by the nature

of her work.

She also buys shoes for her children

and family. Sometimes she buys her

son shoes from Nike or Adidas. The

price range of this is from Tk1000 to

4000. When she buys shoes for her

family relatives she usually buys it

from Almas, Pink City and

Bashundhara. Her budget for this type of shopping usually ranges from Tk

700-2000.
TYPES OF CONSUMER BEHAVIOR:

Consumer behavior relates to the level of involvement in the purchase

decision and it has two aspects:

a) Importance and intensity of interest in the product:

The product here is shoes and to our consumer the importance of shoes is

very high as she is a woman who is always on the go and has to walk

around her hospital every day. This is why the intensity of interest in buying

shoes is really high for her too. She very carefully chooses her shoes as

they have to provide adequate comfort and durability.

b) This is affected by 3 factors:

 Personal

 Social

 Economic
TYPES OF BUYING BEHAVIOR:

There are four types of buying behavior and they are: Routine response,

Limited Decision making, Extensive decision making and Impulse buying.

The type of buying behavior demonstrated by our consumer during the

purchase of shoes is Extensive decision making. She is highly involved in

the buying process as she herself goes to the shop, tries on the shoes and

assesses the quality of the shoes. Most times her husband also

accompanies her and helps her out in the decision making process by

testing the making of the shoe.