The International journal of analytical and experimental modal analysis ISSN NO: 0886-9367

TRENDS IN BUYING BEHAVIOR OF

CONSUMERS WITH REFERENCE TO
FOOTWEAR MARKET AT VELLORE DISTRICT
IN TAMILNADU
Dr. N. Fathima Thabassum1 , K.Shamila Sulthana2
1
Research Supervisor & Assistant Professor Of Commerce
Mazharul Uloom College, Ambur
2
Research Scholar, Mazharul Uloom College, Ambur
Assistant Professor of Commerce, MMES College, Melvisharam

Abstract- . The purpose of this paper is to identify the perceptions of consumers on trends in using the foot wearand
variables that have an impact on their satisfaction level. . A survey was conducted to examine the customer responses
regarding fashion and trends . Convenience sampling was used . 135 questionnaires were collected from vellore
consumers. The results of the study reveals that consumers try to go visit different shops and care more about the current
fashion trends. The study also reveals there is no impact of gender on latest fashion trends and that there is no significant
difference between age and latest fashion trends.
Keywords: footwear; fashion perceived; customer satisfaction; perceptions; quality; comfort , vellore
I. INTRODUCTION
In the current era, Life style and Fashion has become most important, to mark the status of living. People
plan well in advance before a special occasion , to wear more fashionable and matching footwear. Fashion is
associated with the approach of an individual of today. Shoes are part of it. They do spend a lot to purchase styles of
their choice.. Fashion frequently changes. Customer needs now change accordingly. Youngsters, particularly
students at colleges and universities, are fashion conscious. Older people prefer comfort . Such consumers
immediately purchase where they find suitable and different products. The study of footwear fashion too is a vast
area to conduct good.. The behaviour and perceptions of fashion consumers differ according to their life style and
culture. This study finds out the consumer behavior in the footwear industry with respect to Vellore district. .
II. STATEMENT OF PROBLEM
Fashion consciousness is rapidly increasing in Vellore. A key factor behind the purchasing behaviour of
people was that they were not compromising on the comfort of shoes, but they want to be unique from others. More
people’s opinions were that shoes were a part of personality as apparels. However, fashion consumption in
developing countries has been deeply influenced by Western culture of fashion. Accordingly, rather than being a
independent and unique person, the fashion consumer in developing countries had primarily been a person who was
reactive to, aware of, and conscious of latest trends in footwear. The research indicates that the fashion
consciousness of young consumers in Vellore was mainly related to their consciousness about uniqueness in shoe
fashion particularly on the part of college or university students
III. REVIEW OF LITERATURE
Padmore et al (2007) explores the process of developing competitive advantage by the SME’s in the
Mexican Footwear Industry. The authors also have described the economic events that took place between the years
1985 – 1999 and the impact on the Small and Medium Scale footwear enterprises.
Bob (2008) stipulates the use of right kind of footwear. The author observes that most of the time people
buy footwear for their looks and do not consider comfort factor. With the advancement in technology even safety
shoes come in all styles. The author deliberates on certain variety of shoes namely electrical hazard safety shoes,
ankle protection shoes and chemical shoes and points out the importance of having these shoes depending on the
kind of job one is in.

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The International journal of analytical and experimental modal analysis ISSN NO: 0886-9367

Peter and Olson, (1993) mention that interactions between the people’s emotions, moods, affection and
specific feelings is called customer behaviour
Karimi et al (2016)in their studies found that standing for 2 hours or more in uncomfortable shoes induces
pain and fatigue in the low legs, lower back and body, with swelling and discomfort.
Farndon et al., (2016)observes thatthe untoward signs are not usually reported when wearing shoes
recommended by podiatrists, since these shoes are typically more functional than aesthetic, but these patients (men
and women) still tend to preferentially wear more fashionable shoes, despite possible negative consequences to their
well-being and health.
Afroza Akter Rita and Urmila Mukhtar Jeny (2018) . establishes or sets a new trend which will be
accepting for people for long period of time. A fashionforecaster predicts the colors, fabrics, textures, materials,
prints, graphics, beauty/grooming, accessories, footwear, street style, and other styles that will be presented on the
fashion shows and in the stores for the upcoming seasons. The concept applies to not one, but all levels of the
fashion industry.
Thus, there are various studies performed on the fashion and preferences of the customers in selecting their
shoes. But on what aspects the customer prefers or selects the product always remains a hot topic as the fashion
,needs and taste of customer does not remain constant. With the advent of technology, there are various avenues
where the customer can find and purchase the products.
IV. OBJECTIVES OF THE STUDY
 To understand the customer behavior on purchase of foorwear in Vellore district..
 To know the relationship between gender and fashion trends among consumers of footwear in Vellore
district
 To analyse the relationship between age and fashion trends .

V. HYPOTHESIS OF THE STUDY

Ho1: There is no relationship between gender and fashion trends among consumers of footwear in Vellore
district
Ho2: There is no significant difference between age and fashion trends among consumers of footwear in
Vellore district
VI. RESEARCH METHODOLOGY
This Research is based on both primary and secondary data. Primary data is collected with the help of
structured questionnaire. Secondary data has been collected from Internet and Books and Periodicals. Convenience
sampling is followed. The data is analyzed the with the help of SPSS 20. 150 questionnaires were distributed among
the respondents in 3 cities katpadi, Ambur and Vaniyambadi of Vellore district. But, only 135 questionnaires were
received from the respondents which are taken for the study. Percentage Analysis, Pie Charts, Mean Scores and
Standard deviation ,Independent t-test and ANOVA(Analysis of Variance) test are used to analyse the data.
VII. RESULTS AND FINDINGS

Table 1
Gender Frequency Percent
Male 66 48.9%
Female 69 51.1%
Total 135 100

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The International journal of analytical and experimental modal analysis ISSN NO: 0886-9367

The above pie-chart and table reveals that out of 135 respondents, 49% were males and 51% were females.

Table 2
Age Frequency Percentage
18-30 years 48 35.6
25-50 years 54 40.0
above 50 years 33 24.4
Total 135 100.0
The above pie-chart and table reveals that 35.6% of the respondents were in the age group of 18-30 years,
40% of the respondents belong to the age group of 25-50 years and 24.4% are above the age of 50 years
Factors influencing buying behavior of consumer of footwear

Table 3
Factors influencing buying behavior of consumer of footwear
Yes No Mean Std.
Factors Rank
(%) (%) Scores Deviation
Visit different shops to analyse the price and quality of footwear
111 (82.2%) 24 (17.8) 1.8222 .38375 1
before buying
Purchase shoes based on latest fashion trends 95 (70.4%) 40 (29.6%) 1.7037 .45832 2
Sales persons behavior and attending tone influences the customers 77 (57%) 58 (43%) 1.4296 .49687 3
Quality Conscious 39 (28.9%) 96 (71.1%) 1.2889 .45493 4
Price 35 (25.9%) 100 (74%) 1.2593 .43986 5
Durability 29 (21.5%) 106 (78.5%) 1.2148 .41222 6
Comfort and convenience 36 (26.7%) 99 (73.3%) 1.2667 .44386 7
The decoration and display of the showroom 18 (13.3%) 117(86.7%) 1.1333 .34120 8

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The International journal of analytical and experimental modal analysis ISSN NO: 0886-9367

Based on the mean scores of the factots , the ranking of the factors is given.The first and foremost point
which influences the customer behaviour in purchase of footwear is the customervisits different shops to analyse
the price and quality of footwear before buying, the second important preference for purchase is latest fashion
trends, the third important factor is consumer purchase will be based on the Sales persons behaviour and attending
tone , Quality conscious is the fourth, Price factor is the sixth, Comfort and Convenience is the sixth, durability is
the seventh and the decoration and display in the showroom is the eighth important factor which influence the
behaviour of the consumer .

Table 4
Independent t-test - Gender and Fashion trends
Equal variances Equal variances not
assumed assumed
F
Levene's test of equality of 2493.414
variances
Sig .000
t 9.470 9.685
df 133 68
Sig(2-tailed) .000 .000
Mean difference 0.57971 0.57971
T-test for equality of
Std.Error Difference 0.06121 0.05986
means
95% confidence Interval of the
difference Lowe
0.45863 0.70079
Upper 0.46026 0.69916

Independent t test is carried out to find out the impact of gender on purchase of shoes based on latest
fashion trends. The hypothesis stating that there is Levene's test reveals that s p < 0.001 , so we we reject the null of
Levene's test and conclude that the variance in fashion trends of male consumer is significantly different than that of
female consumers. There was a significant difference in mean fashion trends between male consumers and female
consumers (t68.00 = 9.47, p < .001).

Table 5
ANOVA-Age and Purchase shoes based on latest fashion trends
Sum of Squares df Mean Square F Sig
Between Groups 17.778 2 8.889 113.143 .000
Within Groups 10.370 132 .079
Total 28.148 134

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The International journal of analytical and experimental modal analysis ISSN NO: 0886-9367

In order to find out the significant difference between age and purchase of shoes based on latest
trends,analysis of variance test is used. The above table reveals that there the hypothesis stating that there is no
significant difference between age group and purchase of shoes based on latest fashion trends is rejected at 5%level
of significance. It was concluded that there is a significant difference between age group and purchase of shoes
based on latest fashion trends (F(2,132)=113.143, p=.000).
VIII. CONCLUSION
Self-consciousness is the extent to which one focuses on one- self. When self-awareness is directed
inwards, people are likely to have more self-awareness, being conscious of inner feelings,; when self-awareness is
directed outwards, people are likely to have a high level of public self-consciousness. That is why people usually
change their shoes because they dress to be judged by others. Fashion-conscious consumers are those who are
interested in fashion and demonstrate their interest by purchasing new products, and their reasons for shopping differ
from those who are not interested in fashion.The consumers try to go visit different shops and care more about the
current fashion trends. The study also reveals there is no impact of gender on latest fashion trends and that there is
no significant difference between age and latest fashion trends.
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