ASSESING CONSUMER BUYING BEHAVIOUR

TOWARDS PURCHASE OF SHOES

SUBMITTED BY GROUP 5-
Priya Bhattacharya
Shailja Sharma
Shivendra Vikram Singh
Sourabh Sharma
Trinath Sharma

SUBMITTED TO-
Prof. Vinita Shrivastav

JAIPURIA INSTITUTE OF MANAGEMENT

A-32 A, Sector 62, Institutional Area, Noida- 201309 (U.P.)

 Consumer Behaviour towards purchasing Sports Shoes
Context of the problem:

Each customer is unique and have different needs and wants and their buying
choices and habits are influenced by their psychological and social drivers that
affect their purchase decision. In this project we are doing a survey on sports
shoes. The survey will include different brands of shoes such as Nike, Adidas,
Woodland, Columbus and Action. The survey thus conducted will help us to
identify which brand is more preferred by the customers. Studying customers
buying behavior is critical not only to examine the product purchase decision but
also from the viewpoint of marketing decisions for commercial firms and
organizations.

Customer buying behavior will thus represent the sum total of consumer attitudes,
preferences, intentions and decisions regarding the purchase of sports shoes and
the brand that he chooses.

Market Segment based on Demographics

“The first factor is the age the consumer belongs to-

o Youth (15-19 yrs.)

o Middle age (20-24 yrs.)
o Seniors (25-30 yrs. and above)”

“The second factor is the income category the consumer belongs to-

o Lower Income Group

o Middle Income Group
o Higher Income Group”

“Why are we doing the project?

The main objective behind the project is to understand the buying behavior of
consumers. Since there are a number of different factors behind a consumer
choosing a particular brand, the survey will help us to identify the different nature
of consumers and the needed improvements and changes in the products.
Objective of the study

1. “To study the customer buying behavior towards different brands of shoes
2. To study the most preferred brand among the customers.
3. To assess the level of importance given to certain factors such as price,
quality, durability etc. while purchasing shoes.
4. To find out the influence of demographic variables towards customer buying
behavior.

Research Methodology:

Instrument used: In this we have prepared a questionnaire which would help us to

compare the responses for a set of consumers. Questions designed are close ended
and multiple choice. For this we as a group generated a google form, which was
then sent to different respondents so as to record the responses. We took a sample
size of 60 randomly selected people from different age and income class.

Source of Data: Data required for the study is majorly collected through primary
source i.e. Market Survey. Secondary source of data has also been used to collect
data related to the company.”

Theoretical Framework:

The framework that have been used is the Consumer Involvement Theory which
includes investigating how the consumer is involved in purchasing various
products in the market and how they later on respond towards the products.

Level of involvement can be classified as enduring and situational involvement

depending upon an individual’s intensity of interest in product and situational
involvement respectively. Other way is the routine response which is generally
involved for frequently purchased products that require less or no efforts.

The theory of low involvement means that the consumer feels no hesitation to
accept a wide variety of products with a positive attitude and do-feel-learn strategy.
They would select any kind of product, use the product and in case they are not
sure how to use the product, they will indulge in learning the product.

On the other hand, the theory of high involvement means that the consumer has an
understanding towards the product and considers the degree of risk involved in
making the purchase. The theory targets the rationality and emotional aspect of the
consumer where he tends to participate more actively. Under such circumstances
the consumer first collects information about the product, and only if they feel that
the product is comfortable, they purchase it.”

According to our survey we analyzed and found out several issues that are:-

 The customers are more brand conscious and the top brands like Nike,
Adidas, Puma, Rebook influence them the most and out of these the
customers are having almost same buying perception with Nike and Adidas
so here the major issue is the customers are more prone towards quality and
comfort in comparison to just brand and price and packaging is the least
factor which customers look into.
 Whereas, customer buying behavior also changes with their requirements
and kind of elements they want while buying sports shoe and according to
our analysis the second major issue is customers are having varied choices,
most of them do not stick to a brand their choices and preferences varies
with their need.
 The major factor that influence the customers are quality and price of a sport
shoe, if the quality and durability of the shoe is good and price is according
to customers requirement they would buy it and innovation in it dosent
affect much so the issue here is customers dosent put much emphasis on
advertisement and companies focusing on more advertisement and less on
quality would not attract the customers.
 According to the survey customers are more inclined towards readymade
personalized footwear with comparsion to customized shoes, as customers
don’t have much time and patience as well as much knowledge about what
kind customized shoes they want to have so personalized footwear is mostly
preferred which are available at standard sizes.
 Nike is the constant leader in sports shoes and customers have more trust
and loyalty towards this brand in comparison to Adidas, puma, Rebook or
etc.
 Customers buys sports shoes which are comfortable and price is high and
also the recommendation of other experienced customers influence their
buying decisions and customers also demand stylish and trendy shoes so one
 of the issue can be the appearance and design of the shoes which effect the
buying perception and decision of the customers that’s why they prefer Nike
and Adidas instead of other brands
 Customized shoes are rated highest by the customers as they want
companies to look upon it but what we found that customers don’t want to
spend much time on it and their response is highly neutral towards the time
taken to buy shoes so customization would not be a much better idea at the
starting for the customers to buy and its high cost would effect the buying
behavior of the customers