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CUSTOMER BUYING BEHAVIOUR TOWARDS BRANDED CASUAL SHOES,

AYANAVARAM, CHENNAI

Article · June 2015

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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 multi-
dimensional 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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ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249- 8826
ZIJBEMR, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

II. COMPANY PROFILE:

Companies in this industry make footwear, including athletic, casual, and dress shoes as
well as boots, sandals, and slippers. Major companies include NIKE, Skechers USA, and
Wolverine World Wide (all based in the US), along with Adidas (Germany), Asics (Japan),
Salvatore Ferragamo (Italy), and Yue Yuen (China), a subsidiary of Pou Chen
(Taiwan).Worldwide, about $180 billion worth of footwear is exported annually, according to
the International Trade Centre. Top exporting nations are China, the US, Germany, Japan, and
the Netherlands.
The US footwear manufacturing industry consists of about 200 companies with sales of
about $2 billion. 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. Some
large US producers, such as New Balance, make a portion of their shoes in the US; some smaller
operations manufacture all their shoes in the US. About 98 percent of all footwear sold in the US
is imported, according to the American Apparel and Footwear Association.

III.REVIEW LITERATURE:
Peter and Olson, (1993) mention that interactions between the people‟s emotions,
moods, affection and specific feelings is called customer behavior, in other words in
environmental events which they exchange ideas and benefits each is called customer behavior .
Buying behavior of people, who purchase products for personal use and not for business
purposes.
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, and the concept was labeled „buying
behavior‟ and popularized by Robinson(Faris and Win 1967). Webster and Wind (1972)
famously identified five buying roles, they are: 1. users 2. Influencer 3.buyer 4.decider and 5
Gatekeeper (Webster and wind, 1972). Further categories have been suggested as the „initiator‟
(Bonoma, 1981), and the „analyst‟ and spectator by Wilson (Wilson, 1998).
The product purchase decision is not always done by the user. The buyer necessarily
purchases the product. Marketers must decide at whom to direct their promotional efforts, the
buyer or the user. They must identify the person who is most likely to influence the decision. If
the marketers understand customer behavior, they are able to predict how customers are likely to
react to various informational and environmental cues, and are able to shape their marketing
strategies accordingly (Kotler, 1994).
Schiffinan and Kanuk(2004)define customer‟s behavior as the behavior that the
customers display in searching for purchasing, using, evaluating and disposing of products and
services that they expect will satisfy their needs. Customer buying behavior incorporates the acts
of individuals directly involve in obtaining, using and disposing of economics goods and service
including the decision process that precede and determine these acts.

IV.OBJECTIVES OF THE STUDY:

Primary objective:
 To study the customer buying behavior towards branded casual shoes, Ayanavaram.

Secondary objectives:
 To identify the most preferred brand among the customers the personal views of the
people regarding various branded shoes.

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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

 To study which branded shoe is mostly preferred by people as per their choice.
 To assess the level of importance given to the certain factors such as price, quality,
durability, etc. 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.LIMITATIONS OF THE STUDY:

Taking the market conditions into consideration the survey, which includes a sample size
of 50respondents, was a respective one. Research survey was conducted for a period of 3days.
The survey was limited to Ayanavaram, Chennai. Improper response from customers; but it was
minimal. Minimal possible bias in administrating the questions due to busy in their work. The
reaction and attitudes are subjected to changes according to the needs and time.

VI.RESEARCH METHODOLOGY
Descriptive research is followed in this research. The universe of the population includes
the respondents who are the customers phenomenon connected to individuals, situations or
events that occur, located at Ayanavaram. The samples (i.e. sample size 50) were selected among
the individual customers and store, located at Ayanavaram for this research. The samples were
chosen from the population, by using Convenience sampling technique (i.e. Non-probability
sampling technique), because the exact population size is unknown and the accessibility of the
customer is difficult. Survey method of data collection were used in this research. The primary
data were collected using structured questionnaire.

VII.DATA ANALYSIS AND INTERPRETATION:

1. FREQUENCY ANALYSIS:
Percentage analysis is one of the descriptive statistical measures used to describe the
characteristics of the sample or population in totality. Percentage analysis involves computing
measures of variables selected of the study and its finding will give easy interpretation for the
reader.
Table 1 Frequency Analysison Age Group and Gender
S.no Particulars Frequency Percentage
1. Age Group
15-20 years 19 38.0
20-25 years 26 52.0
25-30 years 5 10.0
Above 30 years 0 0
(Source: Primary Data)

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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

INFERENCE:
From the table 1, it is inferred that 38% of the respondents are belongs to the age group
of 15-20 years. Majority of the respondents (52%) are belongs to the age group of

Table 2 Frequency table – Satisfaction of customers

S.No Particulars Frequency Percent
1 Which type of shoes do you like wear
Formal 10 20.0
Casual 30 60.0
Sports 8 16.0
Any others 2 4.0

2 Do you wear branded shoes

Yes 29 58.0
No 21 42.0

3 Are you aware about the following brands of casual shoes

Nike 12 24.0
Action 10 20.0
Adidas 7 14.0
Reebok 6 12.0
Others 15 30.0

4 Which brand does you like most

Nike 12 24.0
Action 10 20.0
Adidas 9 18.0
Reebok 4 8.0
Others, Specify 15 30.0
(Source: Primary Data)

From the table 2, it is inferred that majority (60%) of the respondents like casual shoes. Majority
(58%) of the respondents prefers to buy branded shoes. 24% of the respondents prefers to buy
Nike, 20% of them like Action band shoes.

2. Mean and standard Deviation

Table 3. Mean and Standard - Factors of customer satisfaction

S. No Particulars N Mean Std. Deviation
1. Price 50 3.78 0.507
2. Quality 50 4.38 0.490
3. Size 50 3.34 0.593
4. Designs 50 4.26 0.527
5. Color 50 3.28 0.497
6. Durability 50 4.2 0.536
7. Availability 50 3.28 0.497
8. Brand image 50 4.54 0.579
9. Discounts 50 3.58 0.575
10. Variety 50 4.50 0.647
11. Special offers 50 3.64 0.776

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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

(Source: Primary Data)

From the table 3, Customers are more satisfied with respect to the designs, durability, brand
image, and variety while compared to other factors mentioned above.

3. CHI-SQUARE TEST

HYPOTHESIS 1
There is no association between age and overall satisfaction towards Alumina Branded
casual shoes.

Table 4. Chi- Square test for association between age group of the respondents and
overall satisfaction towards Branded casual shoes.

Age Highly Dissatisfied Neutral Satisfied Highly Chi p value

group dissatisfied satisfied value
3 13 1 2 0
1.5 1.8 3.0 7.2 1.5
15-20 15.3% 0.0% 24.7% 44.7% 15.7%
years
52.0% 10.0% 50.0% 30.5% 30.0%
4.0% 0.0% 8.0% 14.0% 4.0%
3 20 0 2 1
1.4 1.7 2.8 6.7 1.4
20-25 31.4% 21.4% 31.4% 11.4% 4.4%
years
40.0% 40.0% 30.0% 11.0% 40.0%
6.0% 6.0% 6.0% 6.0% 4.0%
1.25 0.071
0 3 0 2 0
2.1 2.5 4.2 10.1 2.1
25-30 10.0% 14.3% 14.3% 56.7% 4.8%
years
8.0% 50.0% 20.0% 58.5% 30.0%
0.0% 6.0% 6.0% 28.0% 2.0%
6 36 1 6 1
6.0 36.0 1.0 6.0 1.0
Total 12.0% 42.0% 2.0% 12.0% 2.0%
100.0% 100.0% 100.0% 100.0% 100.0%
12.0% 42.0% 2.0% 12.0% 2.0%
(Source: Primary Data)

Since p value is 0.071 which is greater than 0.050 in which null hypothesis is accepted and
alternative hypothesis is rejected at 5% level of significance. Hence it is concluded that there is
no association between age group and level of satisfaction towards branded shoes.

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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

VIII. DISCUSSIONS:
 I think that‟s a rigid, narrow, over simplistic view of the role running shoes play in
menswear, I have been putting together an album of casual running shoes done well.
 From the mean and std. deviation, it is inferred that the satisfaction level of customers are
moderate with respect to availability of all types of casual shoes, price, all company
shoes, price of quality shoes and payment options.
 Most (80%) of the customers are willing to recommend frombranded casual shoes to like.
 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.

IX. IMPLICATIONS:
 The shoes available at Branded casual comparatively costlier than other branded stores,
so middle and lower class may not be affordable to buy from the shoe shop. It is
recommended to offer the branded shoes with reasonable price to attract middle and low
class people.
 Branded casual shoes can improve by keeping all time availability of stocks, so that they
can improve their satisfaction level towards branded shoes.
 Alumina stores can give discount at high rate shoes and also give free shocks so that they
can retain their customers.

X. CONCLUSION:
Through the research paper entitled, “A study on customer satisfaction towards Branded
casual shoes”, it is concluded that the demographic variables such as age group, gender are
having less impact on the factors of customers satisfaction. The research outcome also indicates
that, most of the customers were satisfied towards Branded casual shoes store with respect to the
chosen factors. This study also indicates that the customers‟ loyalty towards the Branded casual
shoes is also good.

XI. REFERENCES
BOOKS
1. Marketing management by Philip Kotler
2. Bovee, c. L., Thill, J.V., (1992): Marketing. McGraw-ill, Inc., P. 761.
3. Aaker A., Kumar, V., Day, G.s., (1997): Marketing Research., Jhonwiley and Sons Inc.,
P. 776.
4. Bovee, c. L., Thill, J.V., (1992): Marketing. McGraw-ill, Inc., P. 761.
5. Rajagopal. (2010). Building shopping arousal through direct marketing in showroom
environment.
6. Journal of Promotion Management, 16, 445-466.

JOURNALS
1. Hickey, Walter (5 June 2013). “22 maps that show how Americans speak English totally
differently from each other”. BUSINESS INSIDER.
2. Mental floss magazine, sept-oct 2008.
3. Frederick William Robinson (A prison matron), female life in prison, 2 vols. (London:
Hurst and Blackest, 1862)

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ZIJBEMR, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

4. Achier, Tandy Colette, p.2013. Customers‟ online shopping preference in mass

customization. Journal of Direct, data and digital marketing practice, 15(1): 20-35
5. 2014 sakes fifth avenue catalog.
6. Journal of Promotion Management, 16, 445-466.

WEB REFERENCES
1. http://www.businessdictionary.com/definition/customer-satisfaction-survey.html
2. http://blog.clientheartbeat.com/why-customer-satisfaction-is-important/
3. http://lexicon.ft.com/Term?term=customer-satisfaction
4. http://www.dho.edu.tr/sayfalar/02_Akademik/Egitim_Programlari/Deniz_Bilimleri_Ensti
tusu/Dergi/044_Emrah_Cengiz.pdf
5. http://www.rpgroup.org/system/files/An%20Overview%20of%20Customer%20Satisfacti
on%20Models.pdf

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