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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

CUSTOMER BUYING BEHAVIOUR TOWARDS BRANDED CASUAL
SHOES, AYANAVARAM, CHENNAI
R.ALEXANDER*, OLIVER KHONGLAH** AND A.K.SUBRAMANI***
* I YEAR M.B.A,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI – 600062. TAMILNADU, INDIA.
** I YEAR M.B.A,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI – 600062. TAMILNADU, INDIA.
*** ASSISTANT PROFESSOR,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI – 600062, TAMILNADU, INDIA.

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.

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Secondary objectives:  To identify the most preferred brand among the customers the personal views of the people regarding various branded shoes. Cyert (1956) may have been the first to observe that a number of managers in addition to the purchasing agents are involved in buying process. Many of the major shoe companies in the US are mainly owners of brand names that contract to have shoes made by independent manufacturers in other countries. users 2.OBJECTIVES OF THE STUDY: Primary objective:  To study the customer buying behavior towards branded casual shoes. according to the International Trade Centre. including athletic.ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249. 1998). and dress shoes as well as boots. Salvatore Ferragamo (Italy). Top exporting nations are China. they are: 1.buyer 4. Major companies include NIKE. Some large US producers.8826 ZIJBEMR. They must identify the person who is most likely to influence the decision. Asics (Japan). The buyer necessarily purchases the product. and Yue Yuen (China). The product purchase decision is not always done by the user. moods. Vol. about $180 billion worth of footwear is exported annually. along with Adidas (Germany). make a portion of their shoes in the US. 1972). COMPANY PROFILE: Companies in this industry make footwear. and slippers. Germany. IV. Schiffinan and Kanuk(2004)define customer‟s behavior as the behavior that the customers display in searching for purchasing. who purchase products for personal use and not for business purposes. Marketers must decide at whom to direct their promotional efforts. in other words in environmental events which they exchange ideas and benefits each is called customer behavior . the buyer or the user. and the Netherlands. they are able to predict how customers are likely to react to various informational and environmental cues.org. using and disposing of economics goods and service including the decision process that precede and determine these acts. 1994). Ayanavaram. such as New Balance. using. casual. 1981). Japan. and are able to shape their marketing strategies accordingly (Kotler. and the concept was labeled „buying behavior‟ and popularized by Robinson(Faris and Win 1967).5 (6). (1993) mention that interactions between the people‟s emotions.Worldwide. affection and specific feelings is called customer behavior. and the „analyst‟ and spectator by Wilson (Wilson. JUNE (2015) Online available at zenithresearch. sandals. Customer buying behavior incorporates the acts of individuals directly involve in obtaining. Buying behavior of people. The US footwear manufacturing industry consists of about 200 companies with sales of about $2 billion. Skechers USA. some smaller operations manufacture all their shoes in the US. a subsidiary of Pou Chen (Taiwan). If the marketers understand customer behavior. the US. Influencer 3. About 98 percent of all footwear sold in the US is imported. and Wolverine World Wide (all based in the US).decider and 5 Gatekeeper (Webster and wind. III.REVIEW LITERATURE: Peter and Olson. evaluating and disposing of products and services that they expect will satisfy their needs. Further categories have been suggested as the „initiator‟ (Bonoma. Webster and Wind (1972) famously identified five buying roles. 49 .in II. according to the American Apparel and Footwear Association.

VI. The primary data were collected using structured questionnaire.ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249.8826 ZIJBEMR. The samples were chosen from the population. Non-probability sampling technique). by using Convenience sampling technique (i. The reaction and attitudes are subjected to changes according to the needs and time. The samples (i. Research survey was conducted for a period of 3days. The universe of the population includes the respondents who are the customers phenomenon connected to individuals. etc.5 (6).LIMITATIONS OF THE STUDY: Taking the market conditions into consideration the survey.e. situations or events that occur.0 0 (Source: Primary Data) 50 . because the exact population size is unknown and the accessibility of the customer is difficult. quality. The survey was limited to Ayanavaram.  To assess the level of importance given to the certain factors such as price. Improper response from customers. located at Ayanavaram. VII. Particulars Age Group 15-20 years 20-25 years 25-30 years Above 30 years Frequency Percentage 19 26 5 0 38. Table 1 Frequency Analysison Age Group and Gender S.0 52.in  To study which branded shoe is mostly preferred by people as per their choice. 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.org. sample size 50) were selected among the individual customers and store. Minimal possible bias in administrating the questions due to busy in their work. durability.no 1.0 10.DATA ANALYSIS AND INTERPRETATION: 1. located at Ayanavaram for this research. which includes a sample size of 50respondents.e. JUNE (2015) Online available at zenithresearch. FREQUENCY ANALYSIS: Percentage analysis is one of the descriptive statistical measures used to describe the characteristics of the sample or population in totality. but it was minimal. Percentage analysis involves computing measures of variables selected of the study and its finding will give easy interpretation for the reader. Survey method of data collection were used in this research. was a respective one. Vol.RESEARCH METHODOLOGY Descriptive research is followed in this research. Chennai.

2.8826 ZIJBEMR.0 14.0 Are you aware about the following brands of casual shoes Nike Action Adidas Reebok Others 12 10 7 6 15 24. JUNE (2015) Online available at zenithresearch. 3.0 Do you wear branded shoes Yes No 3 4 (Source: Primary Data) From the table 2.0 Which brand does you like most Nike Action Adidas Reebok Others.0 30. 2. 8.776 51 .647 0. Mean and Standard . 7.78 4. 5.593 0.58 4.ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249. 24% of the respondents prefers to buy Nike.No 1 2 Particulars Which type of shoes do you like wear Formal Casual Sports Any others Frequency Percent 10 30 8 2 20.50 3.34 4. Majority (58%) of the respondents prefers to buy branded shoes.in INFERENCE: From the table 1.579 0. Vol. Majority of the respondents (52%) are belongs to the age group of Table 2 Frequency table – Satisfaction of customers S.Factors of customer satisfaction S.0 29 21 58.0 20.575 0. 9.490 0.0 8. 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. 11.0 18.497 0.5 (6).497 0. Deviation 0.0 16.64 Std. 20% of them like Action band shoes.0 60.507 0. 4. 6.2 3. 10. Mean and standard Deviation Table 3.527 0.org.0 42.0 30.536 0.38 3.54 3.28 4. Specify 12 10 9 4 15 24. No 1. it is inferred that majority (60%) of the respondents like casual shoes.0 4.28 4. it is inferred that 38% of the respondents are belongs to the age group of 15-20 years.0 12.26 3.0 20.

0% 50.0% 42.1 10.071 1 1.0% 100.5 (6).0% 40.7 1.0% 11.0% 6.0% 40.0% 8.0% 20.4% 4.0% 36 1 36.050 in which null hypothesis is accepted and alternative hypothesis is rejected at 5% level of significance.0% 100.0% 6.5 1.0% 100.5 4.0% 2.8 3.4% 40.0 1.0% 3 20 0 2 1 1.5% 30.ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249.0% 100.1 2.0% 0 3 0 2 0 2.8% 8.0% 4.0% 0.0% 2.Square test for association between age group of the respondents and overall satisfaction towards Branded casual shoes.4 1.7% 4.071 which is greater than 0. 3.2 1.0% 4.0% 2.5% 30.0% 30.1 2. Table 4.7 2.0% 15-20 years 20-25 years 25-30 years 6 6.0% 14.0% 2.0% 28.4% 11. 52 .25 p value 0.3% 0.0% 6.0% 42.0 7.8826 ZIJBEMR. Age group Highly dissatisfied Dissatisfied Satisfied Highly satisfied Chi value 3 13 1 2 0 1. Customers are more satisfied with respect to the designs.in (Source: Primary Data) From the table 3.0 1. Hence it is concluded that there is no association between age group and level of satisfaction towards branded shoes.0% 10.0% 50.5 15.org.7% 15. Vol.0% 4. Chi.0% 12.0% 2.0% 0.0% 6.2 10.0% 6.0% 24.0% 100.0% 30.4% 31. CHI-SQUARE TEST HYPOTHESIS 1 There is no association between age and overall satisfaction towards Alumina Branded casual shoes.0% 14.0% 12.0% 6.7% 52.3% 56.0 (Source: Primary Data) Since p value is 0.4 31. durability.0% 58.3% 14. JUNE (2015) Online available at zenithresearch.0 Total Neutral 6 6.7% 44.0% 12.0 12.4% 21.8 6. and variety while compared to other factors mentioned above. brand image.

J.5 (6). 6. so that they can improve their satisfaction level towards branded shoes.V. most of the customers were satisfied towards Branded casual shoes store with respect to the chosen factors.. J. narrow. (London: Hurst and Blackest. This study also indicates that the customers‟ loyalty towards the Branded casual shoes is also good. Aaker A. Vol.  From the mean and std. Marketing management by Philip Kotler 2. JOURNALS 1.  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.. G. BUSINESS INSIDER. Thill. 1862) 53 . DISCUSSIONS:  I think that‟s a rigid. Jhonwiley and Sons Inc. over simplistic view of the role running shoes play in menswear. sept-oct 2008. (1992): Marketing. Walter (5 June 2013). P. 776. JUNE (2015) Online available at zenithresearch. 3. 5.. price. it is inferred that the satisfaction level of customers are moderate with respect to availability of all types of casual shoes. 761.. 4. all company shoes. X.s.in VIII. so middle and lower class may not be affordable to buy from the shoe shop. gender are having less impact on the factors of customers satisfaction. 445-466. The research outcome also indicates that.. Mental floss magazine..V. Rajagopal. P. L.  Alumina stores can give discount at high rate shoes and also give free shocks so that they can retain their customers.  Most (80%) of the customers are willing to recommend frombranded casual shoes to like. McGraw-ill. Frederick William Robinson (A prison matron). IMPLICATIONS:  The shoes available at Branded casual comparatively costlier than other branded stores. XI. Hickey. Journal of Promotion Management. Bovee. (1997): Marketing Research. REFERENCES BOOKS 1. V.. 2 vols.ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249. (2010). P. Building shopping arousal through direct marketing in showroom environment. it is concluded that the demographic variables such as age group..  Branded casual shoes can improve by keeping all time availability of stocks. I have been putting together an album of casual running shoes done well. 3.org. c. c.8826 ZIJBEMR. female life in prison. 16. Inc. price of quality shoes and payment options. “22 maps that show how Americans speak English totally differently from each other”. CONCLUSION: Through the research paper entitled. Thill. L. Kumar. (1992): Marketing.. Bovee. 2. Day. IX. McGraw-ill. It is recommended to offer the branded shoes with reasonable price to attract middle and low class people. “A study on customer satisfaction towards Branded casual shoes”. 761. Inc... deviation.

445-466. Journal of Promotion Management. WEB REFERENCES 1.com/Term?term=customer-satisfaction 4. p. http://www. Journal of Direct.com/why-customer-satisfaction-is-important/ 3.ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249.pdf 5.org.ft. Achier.businessdictionary. Tandy Colette. Customers‟ online shopping preference in mass customization.dho.8826 ZIJBEMR. 2014 sakes fifth avenue catalog.com/definition/customer-satisfaction-survey.pdf 54 . 6. http://lexicon. http://www.rpgroup. 16.tr/sayfalar/02_Akademik/Egitim_Programlari/Deniz_Bilimleri_Ensti tusu/Dergi/044_Emrah_Cengiz.2013. data and digital marketing practice.in 4. http://blog. Vol. JUNE (2015) Online available at zenithresearch.org/system/files/An%20Overview%20of%20Customer%20Satisfacti on%20Models.clientheartbeat.html 2.edu.5 (6). http://www. 15(1): 20-35 5.