Final Project of Customer Satisfaction Towards Nepalese Footwear Brands1 1

Customer satisfaction towards Nepalese footwear brands: A case
of Kathmandu valley
Project Work
Submitted To:-
BBA Program
Office of the Dean, Faculty of Management Studies
Pokhara University
Submitted by:-
Kabita Luitel Roll No: 19030621
Registration No: 2018-2-03-1355
In the partial fulfillment of the requirement for the BBA Bachelor in Management
Camad College Kathmandu, Nepal August 9, 2022
i
Acknowledgements
This study entitled “Customer satisfaction towards Nepalese footwear brands: A case of
Kathmandu valley” has been conducted to satisfy the partial requirements for the degree Bachelor
in Business Administration, Pokhara University.
I express my sincere gratitude to those author whose writing are not cited but helped and inspired me
in making my vision clear and reaching on conclusion.
I express my deep sense of indebtedness to my supervisor Mr. Deep Narayan Pathak for his precious
guidelines, inspiration and suggestion thoroughly during the period of research. I Also express my
sincere gratitude to all the authors writing have cited in this study.
I am thankful to all the respondents for the cooperation shown and
providing necessary information.
I am grateful to college management team Mr. Ram Tripathi, Mr.Binod Marasini and
the entire college members for their support to do this project.
Finally, I would like to express my sincere thanks to my family member and friends for
their Assistance, a timely encouragement in every step.
Thank you Kabita
Luitel Kathmandu,
2022
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Certificate of authorship
I hereby declare that this submission of “ Customer satisfaction towards Nepalese footwear
brands: A case of Kathmandu Valley" is my own work and to the best of my knowledge and
belief, it contain no material previously published or written by another person nor material which to
a substantial extent has been accepted for the award of any other degree of a University or other
institution of higher learning, except where due acknowledgement is made in the acknowledgements.
Kabita Luitel
Kathmandu, 2022
ii
Table of contents
Customer satisfaction towards Nepalese footwear brands: A case of Kathmandu valley i

Acknowledgements ii
Certificate of authorship ii
Table of contents iii
List of tables v
List of figures vi
Executive summary vii
List of abbreviation ix
Chapter I 1
Introduction 1
1.1 General background 1
1.2 Statement of the problem 3
1.3 Objectives of study 4
1.4 Significance of the study 4
1.5 Review of literature 5
1.5.1 Review of major literature 5
1.5.2 Review of recent literature 5
1.5.3 Review of Nepalese literature 5
1.6 Conceptual Framework 15
1.7 Operational definition and hypothesis testing 16
1.8 Research Method 19
1.8.1 Research design 19
1.8.2 Sources of data 19
1.8.3 Instrumentation 19
1.8.4 Method of analysis 20
1.9 Limitations of the study 21
1.10 Organization of the study 21
Chapter II 22
Data Analysis and Major Findings 22
2.1 Presentation and analysis of data 22
iii
2.2 Respondents’ profile 22
2.4 Correlation analysis 38
2.5 Regression Analysis 39
2.6 Major findings 40
Chapter III 43
3.1 Summary 43
3.2 Conclusion 44
3.3 Recommendations 44
3.4 Scope for future research 45
References 47
Appendix 50
IV
List of tables
Table 1.1: Review of maj or literature..................................................................
Table 1.2: Review of recent literature...............................................................
Table 1.3: Review of Nepalese literature............................................................
Table 2.1: Respondents’ profile...................................................................

Table 2.2: Descriptive analysis of customer satisfaction towards footwear brands in terms of
price...................................................
Table 2.3: Determinants of customer satisfaction towards Nepalese footwear in terms of

durability..............................................

comfort.......................................................

design............................................................................

advertisement............................................................
Table 2.8: Kendall’s Tau correlation coefficients matrix for the dependent and independent variables
for selected footwear brands.............................................
Table 2.8: Estimated regression results of price,durability, design, comfort and advertisement on
customer satisfaction in Nepalese footwear brand........................................
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List of figures
Figure 1.1: Conceptual framework showing the relationship between variables
Figure 2.1: Classification of respondents by gender.................................
Figure 2.2: Classification of the respondents by age..............................
Figure 2.3: Classification of the respondents by profession........................
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Executive summary
Customer satisfaction is the degree to which products or services provided by a company meet a
customer’s expectation. In other words, customer satisfaction is how satisfied a customer is after
doing business with a company. Customer satisfaction not only measures how happy a customer is
with their transactions with the business but also their overall experience with the company.
The present study helps to know the level of customer satisfaction towards Nepalese footwear brands
and also helps to identify the influencing factors for determining customer satisfaction towards
Nepalese footwear brands in Kathmandu valley.
For the purpose of the study, few footwear brands have been selected. Data is collected from the
general public to analyze the price, durability, design, comfort and advertisement. The major
determinant of for customer satisfaction for footwear brands is price followed by durability, design,
comfort and advertisement. Similarly, the study also concludes that the most influencing factor for
customer satisfaction is price and design.
The study also recommended that a footwear brands should formulate effective and comprehensive
consumer satisfaction strategies that seek to build and increase sales. The study showed that footwear
brands should also take into account that consumers might enjoy using different promotional
measures and make evaluation as the basis of their future use of consumer satisfaction.
The evaluation of customer satisfaction in footwear brands industry is also made taking into
consideration the consumer's preferences and interests. The beta coefficients for price, durability,
design, comfort and advertisement are positive with of customer satisfaction of customers towards
footwear brands. This indicates price, durability, design, comfort and advertisement have positive
impact on customer satisfaction in footwear brands industry.
The relation between the price, durability, design, comfort and advertisement with customer
satisfaction is also evaluated which identifies that the price, durability, design, comfort and
advertisement have strong and positive impact on customer satisfaction. The more the use of those
tools the more satisfaction.
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Lastly, the customer satisfaction in Nepalese footwear brands is evaluated from the consumer's
perspective. Consumers have responded that the use of tools and strategies is the important attribute
of the customer satisfaction and suggested various measures to utilize such customer satisfaction
strategies. The findings also suggest that the companies can possibly create more satisfaction by
identifying the market needs and designing the customer satisfaction tools according to it. Thus, the
present study helps to know the of customer satisfaction in. Nepalese footwear brand.
Viii
List of abbreviation
AD= Advertisement
BBA = Bachelor in Business Administration
Bo= Intercept
CS = Customer satisfaction CM = Comfort CS =
Customer Satisfaction DL = Durability DN = Design

e = error term and P1, P2, P3, and P4 are the beta
coefficients of the explanatory variables to be
estimated.
KPI = Key Performance Indicators PR= Price
SD = Standard Deviation
SPSS = Statistical Programming for Social Science
SEM = structural equation modelling
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Chapter I
Introduction
1.1 General background

Today in the footwear industry, the reflection of how consumer’s perceptions make a good brand
impression on customers has become more and more important. Image can be held in memory by
various associations (Keller & K, 2008). Customer satisfaction is a fundamental goal of marketing.
Customer satisfaction is the result of successful marketing that creates competitive value for the
consumers. Contemporary marketing efforts are geared towards meeting consumers’ needs and
ensuring customer satisfaction and strategizing on how to retain such customer (Hassan et al. 2008)
Hui & Zheng(2010) described satisfaction as the overall evaluation or judgment of customers towards
the durability of products or services offered by a service provider. Customer satisfaction has been a
subject of great interest to organizations. The principal objective of organizations is to maximize
profits and to minimize cost. Profit maximization can be achieved through increase in sales with
lesser costs. One of the factors that can help to increase sales is customer satisfaction, because
satisfaction leads to customer loyalty recommendation and repeat purchase (Wilson et al, 2008).
Customer satisfaction is defined as an "evaluation of the perceived discrepancy between prior
expectations and the actual performance of the product (L, 1999)
Satisfaction of customers with products and services of a company is considered as most important
factor leading toward competitiveness and success (Thurgau and Klee, 1997). Customer satisfaction
is actually how customer evaluates the ongoing performance (Gustafsson & Johnson , 2005).
According to Kim et al.(2004), customer satisfaction is customer’s reaction to the state of
satisfaction, and customer’s judgment of satisfaction level. Customer satisfaction is very important in
today’s business world.
Price is a major determinant of consumer choice (Kotler , V, J, & G, 2009). That is it’s the cost
incurred in making a purchase which together with perceived service durability and perceived value
influence spending behavior (Rust & Oliver , 1994). Consumers will determine what price can be
paid based upon their discretionary spending limits. How much a customer is
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willing to pay depends on what they need, what they expect and their evaluation of the durability of a
service at its given time and place. High price products and services are believed to be high-durability
products and services and their prices are normally higher than lower-durability equivalent products
or services as price impacts perceived durability (Curry and Riesz, 1988; Erickson and Johansson,
1985; Lichtenstein et al., 1988). If consumers have no experience in obtaining a service, they
therefore make a decision based upon their expectation, image, perception of durability and price
(Deng, Luan, & Chen, 2009).
Perceived durability is an attitude formed when customers compare the difference between
expectations with the actual performance (Parasuraman & Zeithaml, 1988). For footwear companies,
the perceived benefits help produce customer satisfaction and keep customer loyalty (Hennig Thurau
& Klee, 1997). Customer satisfaction can generate positive comments and feedback which affects
repeat purchases from consumers. Customer loyalty depends to a great extent on customization of
service (Ball et al., 2006) and making the customer enjoy shopping at a particular footwear store
(Wong, 2004). That is why customer satisfaction and loyalty are very important to Belle international
company’s future. With the recent changes in footwear trends, this study hopes to analyze all possible
effects of factors on the brand image, price, perceived value, service durability, customer satisfaction
and loyalty of Belle footwear store in Lanzhou. The market for shoes is highly competitive
everywhere.
In the context of Nepal, (Pandey & Joshi, 2010) .Revealed that customer satisfaction has direct
relationship with service durability and behavioral intentions of the customers. Likewise, (Maharjan ,
Shakya , & Sherstha , 2014) examined the relationship between customer satisfactions with service
durability factors. Footwear is the basis of one of the oldest industries in Nepal and plays a significant
role in the national economy. This is an agro-based by-product industry with locally available
indigenous raw materials having a potential for export development and sustained growth over the
coming years. Nepalese footwear brands is known for its high durability, cheap price, comfort and
natural texture (Gyawali, 2016).concluded that there is high competition among different brands. The
factors like price, durability, availability in the market, incentives and profit margin determines the
portion occupied by individual brand.
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The above discussion shows that the studies dealing with the factors affecting customer satisfaction
towards Nepalese footwear brands in Kathmandu valley are of greater significance. Though there are
these findings in the context of different countries, no such findings using more recent data exist in
the context of Nepal. Hence, this study focuses on examining consumer satisfaction towards Nepalese
footwear brands in Kathmandu valley.
1.2 Statement of the problem
Nepal has been the market with full of low-price products that are sold in an open market. (Hui &
Zheng, 2010) His products that are found in the market are even sold stating that they are high copy
of the products. Any products that are introduced in an international market are immediately copied
through the Chinese producer and then imported in Nepal as a copy of the products. (Nitzan & Libai,
2011) Indicated that customer’s defection is influenced by the past defection of other members in
his/her direct personal social network. Hence, it affects customer’s willingness to repurchase the same
brand shoes.
Caruna (2002) indicated that customer satisfaction does play a mediating role in the effect of service
durability on service loyalty. However, Back & Parks (2003) found that customer satisfaction had a
significant indirect effect of behavioral brand loyalty when mediated by attitudinal brand loyalty,
including cognitive-affective-co native brand loyalty stages. Goodness of any business is based on the
level of customer satisfaction. Customer satisfaction is measured by different variables such like
price, durability, comfort, design of the footwear products. The results revealed that there is positive
and significance relationship between these variables and the customer satisfaction Sabir , Ghafoor, &
Hafeez (2014).
In the context of Nepal, Pandey and Joshi (2010) revealed that customer satisfaction had a positive
relationship with behavior intentions of the customer. The study revealed that service durability is
correlated to behavior intension of the customer. The study deals with the following issues in the
context of customer satisfaction towards Nepalese footwear brands in Kathmandu valley. (Gyawali,
2016) Revealed that there is a positive and significant relationship between customers’ satisfaction
and five service durability dimensions.
The above discussion shows that empirical evidences are not consistent. Therefore, in order to support
one view or the other, there is a need to conduct this study. Hence, this study deals
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with the following issues in the context of customer satisfaction towards Nepalese footwear brands in
Nepal:
1. Which of the factors play an important role in customer satisfaction towards Nepalese
footwear brand in Kathmandu valley among durability, comfort, price, design and
advertisement?
2. What is the perception of customer on the level of Nepalese footwear durability in
Kathmandu valley?
3. What is the impact of durability, comfort, price on customer satisfaction towards Nepalese
shoes brand in Kathmandu valley?
4. Is there any relationship between price and customer satisfaction?
5. Which variable plays the most important role in determining consumer satisfaction towards
Nepalese footwear brands in Kathmandu valley?
6. Is there any impact of advertisement and design on customer satisfaction in Nepalese
footwear?
1.3 Objectives of study
The major objective of this study is to examine the customer satisfaction towards Nepalese
footwear brands in Kathmandu valley. The specific objectives of the study are as follows:
1. To examine the perception of customers regarding footwear brands in Kathmandu valley.

2. To analyze the most important factors affecting customer satisfaction towards Nepalese
shoes brand in Kathmandu valley.
3. To ascertain the relationship between price, design, advertisement and customer satisfaction.
4. To determine the impact of durability and comfort on customer satisfaction towards footwear
brands in Kathmandu valley.
1.4 Significance of the study

This study is conducted to understand the factors that lead to customer satisfaction towards
Nepalese footwear brands in Kathmandu valley. Customer satisfaction generates positive and
productive impact on business growth. Having significant number of customers means that
the organization has strong competitive position over businesses rivals. Satisfaction is major
cause
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behind revenue growth as satisfied customers return for another purchase. Brand popularity emerges
as flag of success that produces inspirational atmosphere for customers and for the organization.
Success of an industry depends on the function of success marketing of its product. In an era of
competition, successful marketing of the products demands through understanding of consumer's
taste; choice preference and loyalty attitude, image of certain products and consumption behavior.
Manufactures may use the findings from this study to understand better about their consumers and
design better marketing strategy for the study area. It can provide platform for the further study
regarding perception of customer towards the Nepalese shoe brand. The finding and the
recommendation can be useful for the other researchers and organizations. It can help media and
policy makers to adopt better strategies. The primary goal of the present study is to provide a
framework for the Nepalese footwear brands in reproducing this research process for their own
marketing research. The short-range values of this study are to better understand current service
durability, customer satisfaction, and loyalty of the brand. This result helps the organizations make
effective operational decisions.
1.5 Review of literature

This section will provide the review of empirical studies associated with customer satisfaction
towards Nepalese footwear brand. Review of related literature will provide description of the
literature relevant to customer satisfaction. It is further classified into two sections. The review of
literature has been organized as under:
1.5.1 Review of major literature
1.5.2 Review of recent literature
1.5.3 Review of Nepalese literature
1.5.1 Review of major studies
There are various studies on customer satisfaction towards Nepalese footwear brands. The reviews of
major literature on motivation and customer satisfaction are shown in following Table 1.1.
Table 1.1Review of major studies
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Study Findings
The demographic variables such as age group, gender are having less impact on
(Alexander , Kershaw, &the factors of customer’s satisfaction.
Cooper, 2015)
(LI, Ye, & Iaw, 2013) The study found that stores should provide positive perceived image to
consumers and design marketing strategies such as advertising, direct mail, trade
press, word-of-moth communication and promotion activities that convey a
good reputation with the brand image to their target market.
(Laiwechpittaya &The study found that the factors to be considered by shoe manufacturers and
Udomkit, 2013) marketers are durability, design, right pricing, after sale service, and convenient
location of the retail shops.
Value equity, relationship equity, and brand equity positively influence
(Hui & Zheng, 2010) customers’ loyalty toward sports shoes brands.
Brands in a certain community is a powerful platform to obtain consumers
(Tingting & Min, 2013) conative loyalty.
Rizwan et. al (2014) There is positive relationship between brand loyalty and brand equity
Trust to a brand helps to both attitudinal and behavioral loyalty.
Hadi and Rahim (2014)
(Hassan , Chachi, &
Abdul Latiff, 2008) Consumer attributes that is apparel involvement, brand consciousness, reference
group, social class, and other factors and personal characteristics were
investigated separately and in relation to the purchase behavior of youth.
(Saleem, Ghafar, &Customer satisfaction does act as a partial mediating variable in the overall
Ibrahim, 2015) relationship between product perceived durability and purchase intention.
Alexander , Kershaw, & Cooper(2015) examined the customer buying behavior towards
branded casual shoes, Ayanavaram, Chennai. The purpose of the study was to examine the buying
behavior of people, who purchase products for personal use and not for business. A sample of 50 was
taken for the collection of data. The samples size collected was among the individual customers and
store, located at Ayanavaram. The primary data were collected using structured questionnaire
technique. Descriptive model was used to test the relationship among the study variable. The study
also indicated that the customers" loyalty towards the Branded casual shoes is also good. The study
concluded that the demographic variables such as age group, gender are having less impact on the
factors of customer’s satisfaction.
Iaw et al. (2013) examined the factors affecting customer satisfaction and customer loyalty towards
Belle Footwear Company in Lanzhou City, Gansu Province of the People’s Republic of China. The
purpose of the study was to explore the possible antecedents of customer loyalty among Belle shoes
store customers. The target population was mostly the respondents who
6
had purchased Belle footwear products and who had an experience of more than two years with Belle
footwear. 400 self-administered questionnaires were distributed to respondents. The study has
adopted a descriptive research method and a survey method. The study indicated that there was a
relationship between perceived durability in term of reliability, tangibles, empathy, responsiveness
and assurance with customer satisfaction. The study found that stores should provide positive
perceived image to consumers and design marketing strategies such as advertising, direct mail, trade
press, word-of-moth communication and promotion activities that convey a good reputation with the
brand image to their target market. The study concluded that Shoe marketers will have a better
understanding about Chinese consumers and also could learn to improve their strategies to improve
their product durability and gain more customers to extend their market size.
Laiwechpittaya & Udomkit (2013) investigated the desired attributes of shoes and its retail shops
from Bangkok consumers’ perspectives. 451 sample was collected. Data were collected through
questionnaire techniques. Descriptive model was used to test the relationship among the variable. The
study found that the factors to be considered by shoe manufacturers and marketers are durability,
design, right pricing, after sale service, and convenient location of the retail shops. The study helped
manufacturers to understand the insights how consumers would make purchase decisions, but also
serve as a useful information for those capable companies to tailor their retailing mix and move
upscale in value chain, operating and building its own competitive brands through their own retail or
outlet operations.
Zhang et al. (2010) examined the influences of customer equity drivers on customer equity and
loyalty in the sports shoe industry comparing Korea and China. The respondents were 450 who
answered the study questionnaire technique. First employed structural equation modeling with the
maximum likelihood estimation method was used. From 125 respondents, university students and 75
fashion industry employees from Seoul, while the Chinese sample included 150 university students
and 59 fashion industry employees from Beijing. The study identified that brand was the best to build
image which make customers identify the specialty from others. The study showed that value equity,
relationship equity, and brand equity positively influence customer loyalty toward a sports shoes
brand, which has a positive effect on the customer equity. The study concluded that value equity,
relationship equity, and brand equity positively
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influence customers’ loyalty toward sports shoes brands, whereas customer loyalty has a positive
effect on customer equity in that industry(Tingting & Min, 2013)investigated the consumer brand
loyalty is of great significance to enhance the competitiveness of domestic brands. The purpose of the
study was to explored suitable brand loyalty management theory by recalling the researches home
and abroad about brand loyalty, and analyzing some domestic famous brands’ examples in enhancing
brand loyalty. From the four dimensions of brand loyalty: attitudinal loyalty, affective loyalty,
conative loyalty and action loyalty, and does a comprehensive analysis of the consumer psychology
of Chinese local brands and explore brand marketing strategy suitable for China's national conditions,
expecting to be able to develop and improve the applicable management theory in the Chinese
domestic brands. The study showed that brands in a certain community is a powerful platform to
obtain consumers conative loyalty.
Rizwan et al. (2014) examined the relationship of brand commitment, brand credibility, perceived
durability, customer satisfaction and brand loyalty: an empirical study on style shoes. The purpose of
the study was to study the contribution of brand equity, perceived durability, consumer satisfaction,
brand commitment, brand credibility, and brand trust for building brand loyalty. A self-administered
questionnaire was developed to collect data from randomly selected 200 female consumers of style
shoes in Pakistan. Descriptive, correlation and regression model were used to test the relationship
among study variable. The study indicated the link of perceived durability to satisfaction performed
the best in predicting the brand loyalty. The study revealed that there is positive relationship between
brand loyalty and brand equity. The study concluded the marketers to develop strategies for the
enhancement brand equity among its customers.
Hadi and Rahim (2014) examined the relationship between customer satisfaction and loyalty towards
sport brand in Urmia. The study purposed that the participants of the present study include all
customers of sport shops in one-month time interval in Urmia. 122 participants were selected as the
sample size include all customers of sport shops in one-month time interval in Urmia. The
information and data obtained from the questionnaire was analyzed in descriptive and inferential
levels. The study showed that the relationship between customer satisfaction and the loyalty cognitive
components toward sporting brands, the emotional components, relationship management, time
management, range of investment resources and
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the amount of relationship management contribution is significant and positive. The study concluded
that trust to a brand helps to both attitudinal and behavioral loyalty.
Hassan et al. (2014) investigated a study of customer perfection of youth towards branded fashion
apparels in Jalandhar city. The study purposed was to investigate youth of Jalandhar city to examine if
any factor dominates in their buying behavior for apparel. The total number of respondents targeted
for collecting the data for the research the sample size of 200 respondents taken for the study. The
data were collected from questionnaires techniques. The correlations between variables as closely as
possible with the fewest number of factors. The study identified the need of customers, what kind of
apparels they like to wear. The primary and secondary data were used. The study concluded that
consumer attributes that is apparel involvement, brand consciousness, reference group, social class,
and other factors and personal characteristics were investigated separately and in relation to the
purchase behavior of youth.
Saleem, Ghafar, & Ibrahim (2015) examined the product perceived durability and purchase intention
with customer satisfaction. The purpose of the study was to measure the impact of product perceive
durability on purchase intention with level of satisfaction. The data were collected by individually
through 122 questionnaires by adopting the convenience techniques. The SPSS statistical tool was
used in order to analyze the questionnaire items are mean, standard deviation, regression and
correlation. The study show that the variables have positive significant relationship and Practical
contribution showed that can be used as a guideline to management and marketers to improve the
product durability. The study found that customer satisfaction does act as a partial mediating variable
in the overall relationship between product perceived durability and purchase intention.
1.5.2 Review of recent studies
There are various studies on customer satisfaction toward Nepali footwear brands. The review of
major literature on motivation and customer satisfaction are shown in following Table 1.2.
9
Table 1.2 Review of recent studies
Study Findings
Osman et al. (2017)
Positive relation between giver and receiver that may be in a trying aspects
in a thoughts aspirant would be in a coordination demand making a
believing nature of service durability
Pasha and AinapurMost of the customers are satisfied with the service of Bata products such as
(2016) durability, brand name, price, service is most important in attracting to
customers towards Bata products.
Krishnadas (2016)
Customers are satisfied with the durability and design of VKC footwear.
(Razak , Nirwanto, &Better product durability through the conformity of product and competitive
Triatmanto , 2016) price through affordable price can increase customer value.
(Motale & Dhurup,
2016) The importance of the constructs in their overall brand equity evaluation.
(Rivera , Bigne , &Common social values for companies and consumers would be aligned and
Curras Perez , 2016) practiced while optimizing the effectiveness of CSR initiatives and
increasing consumer ‘social satisfaction’.
(Malhan , Khanna, &The sportspersons tend to be loyal towards a particular brand rather than
Anjum , 2018) being a switcher.
Osman et al. (2017) investigated the study on customer satisfaction towards footwear in Bilaspur city,
India. The purpose of the study is to test how different perceptions of male and female for purchasing
footwear by determining various factors relating to a footwear selection and satisfied themselves
towards footwear. The samples were collected 127 respondents comprising females and males. Data
are collected through questionnaire technique. Descriptive model was used to test the relationship
among study variable. The study results indicate that at least male and female perceptions are
different in nature for selection and judgments towards footwear. The study identified that the various
criteria that results in footwear selection among the respondents. The study showed that positive
relation between giver and receiver that may be in a trying aspects o in a thoughts aspirant would be
in a coordination demand making a believing nature of service durability. The study found that
various thoughts of selection of footwear by customers, there are various aspects that include in
footwear selection and customer satisfaction.
Pasha and Ainapur (2016) investigated the customer satisfaction towards Bata India ltd. The sample
size 50 was collected from the company brochures, catalogues, company records and
10
websites etc. Data were collected through questionnaire technique. The study show the importance of
satisfaction and the product maintain must actually show product expected performance. The study
concluded that most of the customers are satisfied with the service of Bata products such as durability,
brand name, price, service are most important in attracting to customers towards Bata products.
Krishnadas (2016) examined the study on customer satisfaction towards vkc footwear with special
reference to Palakkad town. A sample of150 respondent was selected to the study. Primary data
collected through questionnaire technique. The design of a study defined the study type descriptive,
co relational, semi-experimental, experimental, review, meta-analytic and sub-type e.g., descriptive
longitudinal case study, research question, hypotheses, independent and dependent variables,
experimental design, and, if applicable, data collection methods and a statistical analysis plan. The
study identified Businesses use marketing to their audience before advertising. The study concluded
that the customers are satisfied with the durability and design of VKC footwear.
Razak , Nirwanto, & Triatmanto (2016) examined the impact of Product durability and price on
customer satisfaction with the mediator of customer value. The purpose of the study was to test the
product durability and price towards customer satisfaction and to test the mediating role of customer
value in improving customer satisfaction. The sampling of the study was determined by the total of
110 respondents considering that each visitor either adolescence or adult have the same opportunities
to meet the requirements during the study. The study used questionnaires to collect the research data
and used a five-point Likert scale. Correlation model was used to test the relationship among the
study variable and quantitative study with positivism paradigm approach survey method. The study
showed that customer value is able to influence customer satisfaction. The study indicated that "better
customer value as Compared to what the competitors will deliver a make customer feel satisfied and
in turn will drive him to be loyal". The study concludes that a better product durability through the
conformity of product and competitive price through affordable price can increase customer value.
Motale & Dhurup (2016) investigated the walking the talk in the sport footwear industry: a generation
y cohort analysis of consumer- based brand equity dimensions and purchase
11
intention. The purposed of the study was to examine the influence of brand equity dimensions on
purchase intention in the sport footwear industry. The samples 292 were collected to use for the
analysis. Questionnaires techniques were administered with the assistance of an experienced
fieldworker. Correlation and regression model was used to test the relationship among the variable. A
mixed mode research designed through a qualitative and quantitative study could provide more
information on consumer brand equity dimensions. The results showed that the brand awareness has a
positive influence on brand durability and brand loyalty. The study found that brand loyal consumers
typically do not assess products prior to purchase as choices are grounded on past experiences. The
study concluded that the importance of the constructs in their overall brand equity evaluation.
Rivera , Bigne , & Curras Perez (2016) examined the effects of corporate social responsibility
perception on consumer satisfaction with the brand. Data were collected through questionnaires
technique. Descriptive, correlation and regression model was used to test the relationship among
study variable. The study identified the CSR initiatives have more impact on customer satisfaction.
The study showed that consumer CSR associations have a positive direct relation impact on consumer
satisfaction. The study concluded that common social values for companies and consumers would be
aligned and practiced while optimizing the effectiveness of CSR initiatives and increasing consumer ‘
social satisfaction’.
Malhan , Khanna, & Anjum (2018) investigated the factors affecting brand loyalty of branded sport
shoes in athletic footwear Industry. The study was done on running shoes and 782 sportspersons from
the colleges which are under State universities of Punjab and Chandigarh have been selected
randomly to fill the questionnaires techniques. The study indicated that the variables are highly
correlated to provide a reasonable basis for factor analysis. The study identified the factors
contributing to brand loyalty in the Athletic Footwear Industry. The study showed that the brand
loyalty increases the profitability of the firm through positive word of mouth marketing so, the
companies should classify the customers on the basis of brand loyal and brand switchers and devise
different strategies for them. The study concluded that the sportspersons tend to be loyal towards a
particular brand rather than being a switcher.
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1.5.3 Review of Nepalese literature
There are various studies on customer satisfaction toward Nepali footwear brands. The reviews of
Nepalese literature on motivation and customer satisfaction are shown in following Table 1.3.
Table 1.3 Review of Nepalese studies
Study Findings
(Karki & Regmi,
2016) The study revealed that forty percent of consumers found satisfy with
Nepalese coffee consumption and consumers were found habitual to drink two
cup of coffee at home and one cup of coffee at restaurants regularly.
(Subedi, 2011)
Durability of coffee processed from wet method is found better than dry one,
price structure of coffee should be fixed according to durability standards.
(Kattel , Cepilovs ,Product upgrading practices for improving yield and durability of coffee was
& Kalvet , 2009) very low at farm level in both certified and conventional market chains.
(Bhatta & Durgapal ,It investigated the association and relationship between service durability and
2016) customer satisfaction.
Positive relationship is found between customer satisfaction and service
(Maharjan , Shakya ,durability dimensions.
& Sherstha , 2014)
Karki & Regmi (2016) investigated the consumer response and their level of satisfaction towards
Nepalese coffee. 120 random samples were collected from individual consumers and restaurant
owners from each Lalitpur and Kathmandu districts of Nepal. Questionnaire technique was applied to
generate data. The study showed that high market priced for Nepalese coffee was major reason for
less consumption of Nepalese coffee. The study was done to identified consumers’ behaviors and
problems associated with coffee consumption, focusing on consumers’ response and their level of
satisfaction on Nepalese coffee. The study found that positive attracted toward coffee farming in
Nepal. The study revealed that forty percent of consumers found satisfied with Nepalese coffee
consumption and Consumers were found habitual to drink two cup of coffee at home and one cup of
coffee at restaurants regularly.
Subedi(2011) examined the comparative analysis of dry and wet processing of coffee with respect to
durability and cost in kavre district, Nepal: a case of Panchkhal village. A total
13
sample was collected 12 by dry method and wet method. The data were collected from the pretested
questionnaires from each respondent during the interview. The research had more qualitative and few
quantitative approaches based on data collection from case studied. The study showed that there was
significant difference in durability of coffee based on cup taste test. The study revealed that durability
of coffee processed from wet method is found better than dry one, price structure of coffee should be
fixed according to durability standards.
Kattel , Cepilovs , & Kalvet (2009) investigated the impact of coffee production on Nepali
smallholders in the value chain. The samples were collected 120 groups of organic certified and non-
certified coffee producers in the study. The data were collected by trained enumerators supervised by
the first author, using semi-structural questionnaires. Descriptive model was used to test the
relationship among study variable and data collected via focus group discussion and expert interview
include qualitative on the strengths, weakness, opportunities and threats on coffee production and
marketing as well as contractual relationships between farmers and buyers. The study showed that
product upgrading practices for improving yield and durability of coffee was very low at farm level in
both certified and conventional market chains.
Bhatta & Durgapal (2016) investigated the bank customer’s perception about service durability and
customer satisfactions and investigate the association and relation between service durability and
customer satisfaction. Sample of 300 customers from six banks located in Kathmandu were included
in the analyses. Service durability was measured using SERVPERF approach. The questionnaire
include 27 question relating to five dimensions of service durability viz. reliability, assurance,
tangibility, empathy and responsiveness. Customer satisfaction was measured using a single item
scale. A strong correlation was found between service durability dimensions and customer
satisfaction. Regression analysis revealed reliability, tangibility, empathy and responsiveness as
statistically significant predictors of customer satisfaction.
Maharjan , Shakya , & Sherstha (2014) investigated the service durability, customers’ satisfaction and
customers’ loyalty in commercial banks of Nepal. The study shows that there is positive relationship
between customers’’ satisfactions with service durability factors, they are: assurance, technology,
reliability, responsiveness, empathy and tangibility. The study shows that service durability,
customers’ satisfaction and customer loyalty in commercial
14
banks of Nepal are positive related. Thus, service durability will help in satisfying customer banking
needs and satisfied customer help inn retaining the customer for longer period of time and increase
customer loyalty. The study also revealed that most of customer were satisfied with the service
provided by the bank and would like to recommend the bank to their friends, family members and
relatives. Customers are also satisfied with the online and internet banking services provided by the
bank. The study shows that reliability is the most essential factor for service durability in commercial
banks of Nepal and technology is the least important factor for service durability.
1.6 Conceptual Framework

Conceptual framework is developed to link a relationship between independent variables and
dependent variables. It is used to make conceptual distinction and organize ideas. Strong conceptual
framework captures something real and does this in a way that is easy to remember and apply.
Conceptual framework is a type of intermediate theory that attempts to connect to all aspects of
inquiry with problem definition, purpose, literature review, methodology, data collections and
analysis. Conceptual framework act like a map that give coherence to empirical inquiry, take different
forms depending up on the research question or problem. Figure 1.1 represents the conceptual
framework based on the literature review.
15
Fig: 1.1 Conceptual framework
(The figure shows the theoretical framework of the study. The dependent variable of the study is
customer satisfaction and independent variables of the study are durability, price, comfort, design and
advertisement).
Independent Variable Dependent Variable
1.7 Operational definition and hypothesis testing
In this section, the operational definitions of the variables used in the study have been discussed. The
study attempts to study customer satisfaction towards Nepalese footwear brands in Kathmandu valley.
Consumer satisfaction is used as dependent variable whereas durability, price, design, comfort and
advertisement are used as independent variables. The brief discussion on how these variables have
been used or interpreted in this study is presented below.
Dependent variable
Customer satisfaction
Customer satisfaction is
the customers feeling or
attitude towards a
product or services and
result of the marketer’s 16
activity who acts as a

bridge between different
probably repeat their purchase. Customer satisfaction is the result of purchase expectation and post
purchase expectation with incurred cost. A company offers more characteristics in term of durability
from their core brand in order to determine the level of customer satisfaction. The customer might
have high, low or no expectation. It also depends on the importance of brand as well as the cost. If the
expectation of brand/product performance is high, post purchase experience will determine customer
satisfaction even if the customers are low cost conscious.
Independent variable
Durability
Durability is a
perceptual, conditional,
and somewhat
subjective attribute
understood differently
by different people.
Durability is the ongoing
process of building and
sustaining relationships
by assessing,
anticipating, and
fulfilling stated and
implied needs of
products for long period.
(Hui & Zheng, 2010)
Described satisfaction as
the overall evaluation or
judgment of customers
towards the durability of
products. (Felix, 2017)
Showed a significant
17
and positive relationship
between product
Price
Price is the amount of money charged for a product or service, or the sum of the values that customers
exchange for the benefits of having or using the product or service (Kotler , V, J, & G,
2009)According to (Chen et al. 1994), price is defined as the customer’s acceptable, reasonable and
fair judgment about a service’s average price in comparison to its competitors. Customer satisfaction
is negatively influenced by price. (Andaleeb and Conway, 2006) found that the customer satisfaction
and price have a negative relationship. Based on it, the study develops following hypothesis:
H3: There is a negative relationship between price and customer satisfaction.
Comfort
Comfort or being comfortable is a sense of physical or psychological ease, often characterized as a
lack of hardship. (Saeed & Baig, 2013) Suggested that the footwear industry should focus on comfort
level to attract and satisfy young fashion-conscious consumers. Also, the study stated that footwear
has undergone a series of changes passing through a journey of inventions. (MofizUddin and Rana,
2017) found that level of comfort is positively related to the customer satisfaction. Based on it, the
study develops following hypothesis:
H4: There is a positive relationship between level of comfort and customer satisfaction.
Advertisement
Advertising is a marketing communication that employs an openly sponsored, non-personal message
to promote or sell a product, service or idea. Advertising is the non-personal communication of
information usually paid for and usually and is persuasive in nature. (Qaiser , Afzal Humayon, &
Leonard , 2018) found that advertisements not only enhance brand awareness but also increase
satisfaction level. (Durraini et al. 2015) showed that there is a positive relationship between
advertisement and customer satisfaction. Based on it, the study develops following hypothesis:
H5: There is a positive relationship between advertisement and customer satisfaction.
18
1.8 Research Method
Research method is a way to systematically solve the research problem. It refers to the various
sequential steps that are to be adopted by a researcher during the course of studying the problem with
certain objectives. Research method discussed in this chapter helps to guide the research study
providing different issues and aspects. It systematically solves the various sequential steps to adopt by
a various author in studying problem with the objectives in view. This chapter is to outline the nature
and sources of data, sample selection and classification of variables, validity and reliability test,
techniques and steps adopted in interpreting and analyzing the data. It also focuses on how to collect
required data, what are the population and sample, and techniques to be adopted to analyze and
interpret etc.
1.8.1 Research design

This study describes consumer satisfaction towards Nepalese footwear brands. The research design is
basically exploratory and descriptive in nature. This study has adopted descriptive research design for
fact finding and identifies information about the factors influencing university students in decision
making process and their buying behavior. This research design is process of accumulating facts and
describes phenomenon as it exists. This study also used the causal comparative research design to
establish the cause and effect relationship of price, durability, comfort, design and advertisement on
consumer satisfaction.
1.8.2 Sources of data

This study is based on primary data. The primary data and information are collected and analyzed to
determine consumer satisfaction towards Nepalese footwear brands in Kathmandu Valley. This study
collect data from structured questionnaire survey which contains the respondent’s related information
through tick mark questions, and 5-scale Likert scale questions and data are analyzed in descriptive
and causal comparative method. The relationship between dependent and independent variable are
analyzed in multi-step regression analysis.
1.8.3 Instrumentation
To collect the data, survey was carried by distributing a set of structured questionnaires to the
customers of Nepalese footwear brands in Kathmandu valley. The primary source was used to extract
the information from the customers regarding the perception of customers on the level
19
of satisfaction. The study is based on primary data. The data obtained from the questionnaire’s
surveys are analyzed through SPSS. The instruments are descriptive statistics and inferential statistics.
Frequencies, percent, mean, median, standard deviation, correlation and test of significance are used
in this study to measure the determinants of customer satisfaction. To achieve the purpose of the
study, structured questionnaire was prepared. The questionnaire was formulated out of the concepts
that were raised in the review of the literature. The questionnaire is divided in two sections; ‘A’ is
about the respondent information including basic demographics information of the respondents.
“Section B’ is about Likert type questions about variables that affect customer satisfaction which
scale ranges from 1 (strongly agree) to 5 (strongly disagree).
1.8.4 Method of analysis

This study wants to analyze about the customer satisfaction towards Nepalese footwear brands in
Kathmandu valley. In this study, the model has been used to set the theoretical relationship of
customer satisfaction with the customers. The study of customer satisfaction is shaped into five
independent variables and one dependent variable. Independent variables are price, durability, design,
comfort, advertisement and dependent variable is customer satisfaction. This study used regression
model which helps to examine the impact of customer satisfaction toward Nepalese footwear. The
regression models used in this study are as shown below:
CS = P0+P1 PR+P2 DL+P3DN+P4CM+P5AD+e
Where,
CS = Customer satisfaction
PR= Price
DL = Durability
DN = Design
CM = Comfort
AD= Advertisement
20
1.9 Limitations of the study
The study was predominantly based on primary source of data regarding factor affecting customer
satisfaction. Therefore, the reliability of conclusions of the study is dependent upon the accuracy of
the information provided by the respondents.
1. The study was based on the assumption of linear regression between the dependent and
explanatory variable. The study excluded the non-linear regression assumptions.
2. Most of the findings in this study are not consistent with many of the studies. Therefore, it is
worthwhile to note that nature of data and specification of the models may themselves be
responsible for the difference in results.
3. The data has been granted by using questionnaire method only. So, reliable data may not be
obtained.
4. The survey was conducted only in the Kathmandu valley. Hence, the study did not
incorporate wide geographical characteristics of the respondents.
1.10 Organization of the study

The study is organized into a total of three chapters. The first chapter is the introduction
which covers the background of the study, statement of the problem, objective of the study,
significance, literature review, research hypothesis and operational definition and
assumptions. This is followed by chapter two which contains the data analysis and major
finding and last chapter that is chapter three offers the summary and conclusions. This
chapter also includes a separate section for recommendations based on the major findings of
the study.
21
Chapter II
Data Analysis and Major Findings
This chapter provides systematic presentation and analysis of primary data. Different statistical and
regression models described in previous chapter have been used for the study purpose. This chapter is
divided into three sections. The first section deals with the presentation and analysis of the primary
data and presents the results of questionnaire survey. The second section covers the analysis of
regression model including correlation analysis and compare mean t-test. The third section of this
chapter deals with concluding remarks on the basis of findings from primary data analysis.
2.1 Presentation and analysis of data
This section presents the primary data that are taken to identify the customer satisfactions toward
Nepalese footwear brand. This section also presents the results of questionnaire survey conducted
among different group of customers. Questionnaire survey was designed to understand the view of
respondents in relation to identify the Customer satisfactions toward Nepalese footwear brand. A set
of questionnaires including, multiple choices and Likert scale type of questions were provided.
Altogether 115 respondents are surveyed and analyzed in accordance with the objective of the study.
The respondents profile along with their personal characteristics and result of the survey are presented
in the following sections. The percentage, frequency, mean value, weighted average mean value has
been calculated to do the proper analysis of the data.
2.2 Respondents’ profile

Table 2.1 shows the personal profile of the respondents. Regarding the gender of respondents,
majority of the respondents (58.3 percent) are males followed by (41.7 percent) of females
respondents. The age of the respondents is divided into four groups. Majority of the respondents are
from age group of 20-25 years (76.5 percent) followed by age group of 26-30 years (15.7 percent).
Similarly, some of the respondents are from age group 31-35 years (2.6 percent) whereas few
respondents are from the age group 36 and above (1.7 percent). In the
22
category of occupation, majority of the respondents are students (81.6 percent) and some respondents
are from business (9.6 percent). Similarly, some of the respondents are unemployed (0.9 percent)
whereas few respondents are from any other type of occupation (8 percent). The demographic
characteristics of the respondents are presented in the Table 2.1.
Table 2.1: Demographic characteristics of respondents
Respondents detail’s No. of responses Percentage (%)

Gender
Male 67 58.3
Female 48 41.7
Total 115 100
Age Group
20-25 88 76.5
26-30 18 15.7
31-35 3 2.8
36 and above 6 5.2
Total 115 100
Profession
Students 93 81.6
Business 11 9.6
Unemployed 1 0.9
Others 10 8.6
Total 115 100
Gender
Gender is an important variable in expressing and giving the responses about the problem. Hence, the
variable gender was investigated for this study. The gender wise classification of the respondents is
presented in Figure 2.1.
23
Figure 2.1: Classification of respondents by gender
■ Male
■
Female
The figure shows that majority of respondents are males (58.3 percent). The rest of the respondents
are females (41.7 percent).
Age
Age of the respondents is one of the most important characteristics in understanding the views about
the particular problems. The age of the respondent is categorized into four groups i.e. 20-25 years,
26- 30 years, 31-35 years and above 36 years. The classification of the respondents by age in terms of
percent is shown in Figure 2.2.
Figure 2.2: Classification of the respondents by age
24
1
36 AND ABOVE 5.2
■
31-35 2.8
■ _ ■ Age group
26-30 15.7
■
20-25 76.5
J I
0% 20% 40% 60% 80% 100%
Figure 2.2 shows that majority of the respondents belong to the age group of 20-25 years (76.5
percent) age group of 26-30 years (15.7 percent), age group of 31-35 years (2.8 percent) and the age
group of 36 and above (5.2 percent).
Profession
Profession is one of the most important characteristics that might affect attitudes and understanding
level towards any social phenomena. The Profession of the respondents is categorized into four group
i.e., Students, Business, unemployed and any other profession. The classification of the respondents
by education level in terms of number and percent is shown in Figure 2.3.
Figure 2.3: Classification of the respondents by profession
Profession
100%
80%
60%
■ occupation
40%
20%
0% STUDENTS BUSINESS UNEMPLOYED OTHERS
25
Figure 2.3 shows that majority of the respondents are students (81.6 percent), business (9.6 percent),
unemployed (0.9 percent) and others (8.6 percent).
2.3 Descriptive analysis of customer satisfaction towards Nepalese footwear brands
Table 2.2 presents customer satisfaction towards Nepalese footwear brands in terms of
price
(This table shows the percentage, frequency and mean of the customer satisfaction towards Nepalese
footwear brands in terms of price. The statement is measured in five-point Likert scales: 1 as strongly
agree, 2 as agree, 3 as neutral, 4 as disagree and 5 as strongly disagree).
Statement 3 4 5 N Me
1 2
an
The price of the shoes meets my expectations. F 23 63 24 4 1 11 2.1
5 0
% 20 54 20. 3. .9 10
.0 .8 9 5 0
A 74.78 20. 4.35
% 9
Nepali shoes company offers the reasonable price F 11 54 40 7 3 11 2.4
that meets my needs. 5 5
% 9. 47 34. 6. 2. 10
6 .0 8 1 6 0
A 56.52 34. 8.70
% 8
Price is important factor for me while purchasing F 39 54 11 8 3 11 1.9
shoes 5 7
% 33 47 9.6 7. 2. 10
.9 .0 0 6 0
A 80.9 9.6 9.57
%
High price products are generally quality in nature F 14 44 39 1 7 11 2.5
1 5 9
% 12 38 33. 9. 6. 10
.2 .3 9 6 1 0
A 50.43 33. 15.65
% 91
I seek for discounts and offers while purchasing F 55 40 16 2 2 11 1.7
shoes. 5 4
% 47 34 13. 1. 1. 10
.8 .8 9 7 7 0
26
A 13. 3.48
82.61
% 91
Weighted average mean 2.1
7
Source: Field Survey 2022
The majority of the respondents (74.78 percent) opined that the price of shoes meets their
expectation. However, few of the respondents (4.35 percent) disagreed that the price of shoes meets
their expectation and the rest of the respondents (20.9 percent) were indifferent on the statement.
The table indicates that majority of the respondents (56.52 percent) agreed Nepali shoes company
offers the reasonable price. However, some of the respondents (8.7 percent) disagreed on the
statement whereas rests of the respondents (34.8 percent) were indifferent on the statement.
Regarding the responses on the statement that price is an important factor while purchasing shoes, the
majority of the respondents (80.9 percent) agreed. However, some of the respondents (9.57 percent)
did not believe that the price is an important factor while purchasing shoes. The rests of the
respondents (9.6 percent) were indifferent on the statement.
Similarly, majority of the respondents viewed that high price products are generally quality in nature
(50.43 percent). However, some respondents disagree that high price products are generally quality in
nature (15.65 percent). The rest of the respondents (33.9 percent) are indifferent towards the
statement.
Likewise, the majority of the respondents (82.61 percent) opined that they seek for discounts and
offers while purchasing shoes. However, few of the respondents (3.48 percent) disagreed and the rest
of the respondents (13.9 percent) were indifferent on the statement.
The mean of the customer satisfaction towards price ranges from a minimum value of 1.74 to the
maximum value of 2.59. Among them, the most significant observations of the respondents regarding
the customer satisfaction toward price is high price products are generally quality in nature with mean
value of 2.59, whereas the most insignificant observation is that with I seek for discounts and offers
while purchasing shoes with mean value of 1.74.
27
Weighted average mean scale for customer satisfaction toward price is 2.17. It indicates that the price
of shoe has impact on consumer buying behavior. It also shows that fair price increases customer
satisfaction.
Table 2.3: Impact of durability
footwear brands in terms of durability. The statement is measured in five-point Likert scales: 1 as
strongly agree, 2 as agree, 3 as neutral, 4 as disagree and 5 as strongly disagree).
1 2
an
Durability of the shoes is an important factor for me in F 44 11 1.7
61 8 2 0
deciding purchase for it. 5 2
% 38 53 7 1. 10
0
.3 7 0
A 91.3 7 1.7
%
Durable products are highly preferred. F 47 55 9 4 11 1.7
0
5 3
% 40 47 7. 3. 10
0
.9 .8 8 5 0
A 88.7 7. 3.5
% 8
Nepali brand shoes are more durable than international F 25 50 17 5 11 2.7
18
brands 5 0
% 15 21 43 14 4. 10
.7 .7 .5 .8 3 0
A 37.4 43 19.1
% .5
Durability depends on the brand F 40 34 14 11 2.3
26 1
5 3
% 22 34 29 12 0. 10
.6 .8 .6 .2 9 0
A 57.4 29 13.1
% .6
Durability can be determined from the price of the product F 24 30 34 9 11 2.6
18
5 3
% 20 26 29 15 7. 10
.9 .1 .6 .7 8 0
A 47 29 23.5
% .6
2.2
2
Weighted average mean
28
Majority of the respondents (91.3 percent) agreed that durability of the shoes is an important factor
for me in deciding purchase for it whereas very few respondents (1.7 percent) disagreed on the
statement. However, some of the respondents (7 percent) were indifferent on the statement.
Regarding the responses on the statement durable products are highly preferred, the majority of the
respondents (88.7 percent) agreed. However, some of the respondents (3.5 percent) did not believe
that durable products are highly preferred. The rests of the respondents (7.8 percent) were indifferent
on the statement.
Likewise, some of the respondents (37.4 percent) opined that Nepali brand shoes are more durable
than international brands. However, few of the respondents (19.1 percent) disagreed and the majority
The majority of the respondents (57.4 percent) agreed durability depends on the brand, whereas some
respondents (13.1 percent) disagreed on the statement. However, the rest of the respondents (29.6
percent) were indifferent on the statement.
Likewise, the majority of the respondents (47 percent) opined durability can be determined from the
price of the product however, few of the respondents (23.5 percent) disagreed and the rest of the
respondents (29.6 percent) were indifferent on the statement.
The mean of the customer satisfaction towards durability ranges from a minimum value of 1.72 to the
the customer satisfaction towards durability is Nepali brand shoes are more durable than international
brands with mean value of 2.7, whereas the most insignificant observation is that with Durability of
the shoes is an important factor for me in deciding purchase for it with mean value of 1.72.
Weighted average mean scale for customer satisfaction toward durability is 2.22. It indicates that the
customer satisfaction towards Nepalese footwear brands is influenced by durability. In other words,
the result indicates that higher product durability leads to higher customer satisfaction.
29
Table 2.4: Impact of comfort
footwear brands in terms of comfort. The statement is measured in five-point Likert scales: 1 as
1 2
an
The comfort of shoes is an important factor to me F 58 39 16 0 2 11 1.6
5 8
% 50. 33. 13. 0 1. 10
4 9 9 7 0
A 84.3 13. 1.7
% 9
The shoes must be comfortable for my daily work F 48 47 17 2 1 11 1.7
5 9
% 41. 40. 14. 1.7 0. 10
7 9 8 9 0
A 82.6 14. 2.6
% 8
Nepali shoes brands are more comfortable than F 21 20 59 14 1 11 2.6
international brands 5
% 18. 17. 51. 12. 0. 10
3 4 3 2 9 0
A 35.7 51. 13.1
% 3
Comfort comes in expensive price F 10 48 32 21 4 11 2.6
5 6
% 8.7 41. 27. 18. 3. 10
7 8 3 5 0
A 50.4 27. 21.8
% 8
The brand I use is more comfortable than other F 13 54 40 7 1 11 2.3
brands 5 8
% 11. 47 34. 6.1 0. 10
3 8 9 0
A 58.3 34. 7
% 8
2
30
The majority of the respondents (84.3 percent) opined that the comfort of shoes is an important factor.
However, few of the respondents (2.6 percent) disagreed that the comfort of shoes is an important
factor and the rest of the respondents (14.8 percent) were indifferent on the statement.
The table indicates that majority of the respondents (82.6 percent) agreed the shoes must be
comfortable for their daily work. However, some of the respondents (8.7 percent) disagreed on the
statement whereas rests of the respondents (34.8 percent) were indifferent on the statement.
Regarding the responses on the statement that Nepali shoes brands are more comfortable than
international brands, some of the respondents (35.7 percent) agreed. However, few of the respondents
(13.1 percent) did not believe that Nepali shoes brands are more comfortable than international
brands. The majority of the respondents (51.3 percent) were indifferent on the statement.
Similarly, majority of the respondents viewed that comfort comes in expensive price (50.4 percent).
However, some respondents disagree that comfort comes in expensive price (21.8 percent). The rest
of the respondents (27.8 percent) were indifferent towards the statement.
Likewise, the majority of the respondents (58.3 percent) opined that the brand they use is more
comfortable than other brands However, few of the respondents (7 percent) disagreed and the rest of
the respondents (34.8 percent) were indifferent on the statement.
The mean of the customer satisfaction towards comfort ranges from a minimum value of 1.68 to the
the customer satisfaction toward comfort is comfort comes in expensive price with mean value of
2.66, whereas the most insignificant observation is that with the comfort of shoes is an important
factor to me with mean value of 1.68.
Weighted average mean scale for customer satisfaction toward comfort is 2.22. It indicates that the
customer satisfaction towards Nepalese footwear brands is influenced by comfort. In other words, the
result indicates that higher level of comfort increases customer satisfaction.
31
Table 2.5: Impact of design
footwear brands in terms of design. The statement is measured in five-point Likert scales: 1 as
1 2
an
The design of the shoes matters while purchasing F 33 52 25 4 11 2.0
1
shoes 5 2
% 28. 45. 21. 3.5 0. 10
7 2 7 9 0
A 73.9 21. 4.4
% 7
Design of the shoes is my first priority than price F 42 38 14 11 2.3
21 0
5 9
% 18. 36. 33 12. 10
0
3 5 2 0
A 54.8 33
12.2
%
Nepalese shoes brand has enough design to meet my F 7 11 2.8
10 22 60 16
expectation 5 9
% 8.7 19. 52. 13. 6. 10
1 2 9 1 0
A 27.8 52.
20
% 2
Design attracts consumers toward product F 30 55 27 3 11 2.0
0
5 2
% 26. 47. 23. 10
2.6 0
1 8 5 0
A 73.9 23.
2.6
% 5
Nepalese design is based on the social factor F 15 32 53 5 11 2.6
10
5 3
% 13 27. 46. 8.7 4. 10
8 1 3 0
A 40.8 46. 13
% 1
9
32
The majority of the respondents (73.9 percent) opined the design of the shoes matters while
purchasing shoes. However, few of the respondents (4.4 percent) disagreed that the design of the
shoes matters while purchasing shoes and the rest of the respondents (21.7 percent) were indifferent
on the statement.
The table indicates that majority of the respondents (54.8 percent) agreed the design of the shoes is
their first priority than price. However, some of the respondents (12.2 percent) disagreed on the
statement whereas rests of the respondents (33 percent) were indifferent on the statement.
Regarding the responses on the statement that Nepalese shoes brand has enough design to meet my
expectation, some of the respondents (27.8 percent) agreed. However, few of the respondents (20
percent) did not believe that Nepalese shoes brand has enough design to meet their expectation. The
majority of the respondents (52.2 percent) were indifferent on the statement.
Similarly, majority of the respondents viewed that design attracts consumers toward product (73.9
percent). However, some respondents disagree that design attracts consumers toward product (2.6
percent). The rest of the respondents (23.5 percent) were indifferent towards the statement.
Likewise, some of the respondents (40.8 percent) opined that Nepalese design is based on the social
factor however, few of the respondents (13 percent) disagreed and the majority of the respondents
(46.1 percent) were indifferent on the statement.
The mean of the customer satisfaction towards design ranges from a minimum value of 2.02 to the
the customer satisfaction towards design is Nepalese shoes brand has enough design to meet my
expectation with mean value of 2.89, whereas the most insignificant observation is that with the
design of the shoes matters while purchasing with mean value of 2.02.
Weighted average mean scale for customer satisfaction toward design is 2.39. It indicates that the
customer satisfaction towards Nepalese footwear brands is influenced by design. In other
33
words, the result indicates that attractive design of the products provides more customer satisfaction.
Table 2.6: Impact of advertisement
fThis table shows the percentage, frequency and mean of the customer satisfaction towards Nepalese
footwear brands in terms of advertisement. The statement is measured in five-point Likert scales: 1 as
1 2
an
The brand I use is mostly renowned in the Nepalese F 32 44 33 5 11 2.1
1
market 5 2
% 27 38 28 4. 0. 10
.8 .3 .7 3 9 0
A 28 5.2
66.1
% .7
Advertisement of product motivates people to purchase it F 77 19 3 11 2.0
16 0
5 7
% 13 67 16 2. 10
0
.9 .5 6 0
A 80.9 16
2.6
% .5
I get more knowledge about the new brands via ads F 48 43 7 11 2.3
16 1
5 8
% 13 41 37 6. 0. 10
.9 .7 .4 1 9 0
A 55.6 37 7
% .4
I can compare the price and other features of product F 15 58 36 5 11 2.2
1
using ad information 5 9
% 13 50 31 4. 0. 10
.4 .3 3 9 0
A 63.4 31 5.2
% .3
Advertisements influences the attention of consumers. F 23 55 31 4 11 2.1
2
5 9
% 47 27 3. 1. 10
20
.8 5 7 0
A 67.8 27 5.2
%
1
34
The majority of the respondents (66.1 percent) agreed the brand they use is mostly renowned in the
Nepalese market, whereas some of the respondents (5.2 percent) disagreed on the statement that the
brand they use is mostly renowned in the Nepalese market. However, the rest of the respondents (28.7
percent) were indifferent on the statement.
Likewise, the majority of the respondents (80.9 percent) opined that the advertisement of product
motivates people to purchase it. However, few of the respondents (2.6 percent) disagreed and the rest
The table indicates that majority of the respondents (55.6 percent) agreed that they get more
knowledge about the new brands via ads. However, some of the respondents (7 percent) disagreed on
the statement whereas rest of the respondents (37.4 percent) were indifferent on the statement.
Regarding the responses on the statement that I can compare the price and other features of product
using ad information, the majority of respondents (63.4 percent) agreed. However, some of the
respondents (5.2 percent) did not believe for that they can compare the price and other feature of the
product using ad information whereas the rests of the respondents (31.3 percent) were indifferent on
the statement.
Similarly, majority of the respondents viewed that advertisements influences the attention of
consumers (67.8 percent). However, some respondents disagree that advertisements influence the
attention of consumers (5.2 percent). The rest of the respondents (27 percent) were indifferent towards
the statement.
The mean of the customer satisfaction toward advertisement ranges from a minimum value of 2.07 to
the maximum value of 2.38. Among them, the most significant observations of the respondents
regarding the customer satisfaction toward advertisement is that I get more knowledge about the new
brands via ads with mean value of 2.38, whereas the most insignificant observation is that
advertisement of product motivates people to purchase it with mean value of 2.07.Weighted average
mean scale for customer satisfaction toward advertisement is 2.21. It indicates that the customer
satisfaction towards Nepalese footwear brands is influenced by advertisement. In other words, the
result indicates that higher the advertisement of shoes, higher would be the customer satisfaction.
35
Table 2.7: Impact of customer satisfaction
footwear brands in terms of customer satisfaction. The statement is measured in five-point Likert
scales: 1 as strongly agree, 2 as agree, 3 as neutral, 4 as disagree and 5 as strongly disagree).
1 2
an
The performance that exceeds my expectation will F 34 58 21 2 0 1 1.9
bring satisfaction for me 1 2
5
% 29 50. 18 1. 0 1
.6 4 .3 7 0
0
A 80 18 1.7
% .3
I have always had a good impression of the shoes F 15 61 37 1 1 1 2.2
brand that I am once satisfied with 1 3
5
% 13 53 32 0. 0. 1
.2 9 9 0
0
A 66 32 1.8
% .2
Good quality of the shoes makes me satisfied. F 43 63 7 2 0 1 1.7
1 2
5
% 37 54. 6. 1. 0 1
.4 8 1 7 0
0
A 92.2 6. 1.7
% 1
I would repurchase the shoes once I’m satisfied with F 30 47 36 2 0 1 2.0
it 1 8
5
% 26 40. 31 1. 0 1
.1 9 .3 7 0
0
A 67 31 1.7
% .3
I would recommend the shoes brands to others from F 31 5 26 1 1 1 2
which I am satisfied 6 1
5
36
% 27 4 22 0.9
0 1
8 .6
0
9 0
7
75.7
A
22 1.8
%
.6
9
The majority of the respondents (80 percent) agreed that the performance that exceeds their
expectation will bring satisfaction for them, whereas some of the respondents (1.7 percent) disagreed
on the statement that the performance that exceeds their expectation will bring satisfaction for them.
However, the rest of the respondents (18.3 percent) were indifferent on the statement.
Likewise, the majority of the respondents (66 percent) opined that they have always had a good
impression of the shoes brand that they are once satisfied with. However, few of the respondents (1.8
percent) disagreed and the rest of the respondents (32.2 percent) were indifferent on the statement.
The table indicates that majority of the respondents (92.2 percent) agreed good quality of the shoes
makes them satisfied. However, some of the respondents (1.7 percent) disagreed on the statement
whereas rest of the respondents (6.1 percent) were indifferent on the statement.
Regarding the responses on the statement that I would repurchase the shoes once I’m satisfied with it,
the majority of respondents (67 percent). However, some of the respondents (1.7 percent) did not
believe for that they would repurchase the shoes once they are satisfied with it whereas the rests of
the respondents (31.3 percent) were indifferent on the statement.
Similarly, majority of the respondents viewed that they would recommend the shoes brands to others
from which they are satisfied (75.7 percent). However, some respondents disagree that they would
recommend the shoes brands to others from which they are satisfied (1.8 percent). The rest of the
respondents (22.6 percent) were indifferent towards the statement.
The mean of the customer satisfaction ranges from a minimum value of 1.72 to the maximum value
of 2.23. Among them, the most significant observations of the respondents regarding the
37
customer satisfaction is that I have always had a good impression of the shoes brand that I am once
satisfied with mean value of 2.23, whereas the most insignificant observation is good quality of the
shoes makes me satisfied with mean value of 1.72.
Weighted average mean scale for customer satisfaction is 1.99. It indicates that the customer
satisfaction towards Nepalese footwear brands in term of customer satisfaction. In other words, the
result indicates that customer satisfaction is influenced by price, durability, comfort, design and
advertisement.
2.4 Correlation analysis

Having indicated the descriptive statistics, Kendall’s correlation coefficients are computed and the
results are presented in Table 2.8. More specifically, it shows the correlation coefficients of dependent
and independent variables for selected Nepalese footwear brand.
Table 2.8: Kendall’s Tau correlation coefficients matrix for the dependent and
independent variables for selected Nepalese footwear brand
This table presents the Kendall’s Tau correlation coefficients between dependent and independent
variables. CS (Customer satisfaction is the degree of satisfaction provided by the goods and services
of a company as measured by the number of repeat customers, positive or negative thoughts and
opinions regarding various factors) is the dependent variable. The independent variables are PR(price
refers the amount of money charged for a product or service, or the sum of the values that customers
exchange for the benefits of having or using the product or service), DR (Durability is an assurance or
the probability that an product will have a relatively long continuous useful life without requiring
inordinate degree of maintenance), DS (Design is a plan or specification for the construction of an
object or for the implementation of an activity or process or the result of the plan or specification in
the form of prototype, product or the process), AD (Advertising is a means of communication with
the users of a product or service ), CM (Comfort is a sense of physical or the psychological ease,
often characterized as a lack of hardship).
Variables Mean SD PR DR CM DS AD CS
PR 2.173 0.516 1
DR 2.227 0.578 0608** 1
CM 2.224 0.440 0.454** 0.491** 1
DS 2.394 0.599 0.363** 0.287** 0.487** 1
AD 2.213 0.559 0.271** 0.108 0.218* 0.442** 1
CS 1.993 0.567 0.137 0.081 0.207* 0.428** 0.608** 1
38
Notes: The asterisk signs (**) and (*) indicate that the results are significant at one percent and five
percent levels.
The result shows that durability is positively correlated to customer satisfaction. It indicates that
higher the durability, higher would be the customer satisfaction. Similarly, the result shows that
comfort is positively correlated to customer satisfaction. It indicates that higher the level of comfort,
higher would be the customer satisfaction. Likewise, price is negatively correlated to customer
satisfaction. It indicates that when price is fair, customer satisfaction would be higher. The result
shows that design of shoes is positively correlated to the customer satisfaction. It indicates that
attractive the design, higher would be the customer satisfaction. Also, the study indicates that the
advertisement is positively correlated to customer satisfaction. It indicates that higher the
advertisement, higher would be the customer satisfaction.
2.5 Regression Analysis

Having indicated the Kendall’s Tau correlation coefficients, the regression analysis has been carried
out and the results are presented in Table 2.9. More specifically, it presents the regression results of
price, comfort, design, durability and advertisement on customer satisfaction towards Nepalese
footwear brand.
Table 2.9: Estimated regression results of price, comfort, durability, advertisement and
design on customer satisfaction towards Nepalese footwear brands
The results are based on 115 observations by using linear regression model. The model is CS = po+pi PR+P2
DR+p3DN+p4CM+p5AD+e where CS (Customer satisfaction is the degree of satisfaction provided by the goods and
services of a company as measured by the number of repeat customers, positive or negative thoughts and opinions
regarding various factors) is the dependent (Durability is an assurance or the probability that an product will have a
relatively long continuous useful life without requiring inordinate degree of maintenance), DS (Design is a plan or
specification for the construction of an object or for the implementation of an activity or process or the result of the
plan or specification in the form of prototype, product or the process), AD (Advertising is a means of communication
with the users of a product or service ), CM (Comfort is a sense of physical or the psychological ease, often
characterized as a lack of hardship).
Model Intercept Regression coefficients of Adj.R_bar2 SEE F-value

PR DR CM DS AD
1 1.665 0.151 0.01 0.564 2.166

(7.275)* (1.472)*
* *
2 2.169 0.079 -0.002 0.568 0.739
(10.24)* (0.860)
*
3 1.399 0.267 0.034 0.557 5.066
(5.201)* (2.251)
* *
4 1.024 0.405 0.176 0.515 25.30
(5.154)* (5.031)* 8
* 39*
5 0.626 0.617 0.365 0.452 66.38
(3.622)* (8.148)* 7
* *
6 1.856 0.325 0.255 0.045 0.554 3.666
(7.726)* (2.561)
* * (2.256)
7 1.429 0.249 0.348 0.359 0.093 0.540 4.919
(5.030)* (1.965) (3.011) (2.651)
* * *
8 1.139 0.157 0.333 0.132 0.4 0.222 0.502 9.126
(4.201)* (1.317) (3.104) (0.98) (4.394)*
Notes: The asterisk signs (**) and (*) indicate that the results are significant at one percent and five percent
* * *
9levels, respectively.
0.559 0.042 0.269 0.14 0.203 0.517 0.426 0.429 17.93
4
(2.231)* (0.404) (2.901) (1.20) (2.412)* (6.338)*
The result shows that the beta coefficients is positive for price. It indicates that price has positive
*
impact on customer satisfaction. This finding is similar to the findings of Antilla (2007). Similarly,
the beta coefficients for durability are positive. It indicates that durability has positive impact on
customer satisfaction. This finding is consistent with the findings of Razak et al (2016). The beta
coefficients for comfort are positive. It indicates comfort has positive impact on customer satisfaction.
This finding is similar to the findings of Saeed and Baig (2013). Similarly, the beta coefficients for
advertisement are positive. This indicates that advertisement has positive impact on customer
satisfaction. This finding is consistent with the findings of Durraini et al. (2015). Likewise, the beta
coefficients for design are positive and significance at one percent level. This indicates that design has
positive impact on customer satisfaction. This finding is similar to the findings of Krishnadas (2016).
2.6 Major findings

Based on the analysis of data, the major findings of this study are summarized as under:
1. Majority of the respondents (58.3 percent) are males followed by (41.7 percent) of females
respondents.
2. Majority of the respondents belong to the age group of 20-25 years (76.5 percent), age group
of 26-30 years (15.7 percent), age group of 31-35 years (2.8 percent) and the age group of 36
and above (5.2 percent).
3. Weighted average mean value for the price is 2.17 which indicates customer satisfaction is
satisfactory towards Nepalese footwear brand.
4. Weighted average mean value for the durability is 2.22 which indicates that customer
satisfaction is satisfactory towards Nepalese footwear brand.
5. Weighted average mean value for the comfort is 2.21 which indicates that customer
40
6. Weighted average mean value for design is 2.39 which indicates that customer satisfaction is
satisfactory towards Nepalese footwear brand.
7. Weighted average mean value for the advertisement is 2.21 which indicates that customer
8. Weighted average mean value for the customer satisfaction is 1.99. It indicates that customer
satisfaction is influenced by price, durability, comfort, design and advertisement.
9. The correlation result shows that durability is positively correlated to customer satisfaction.
It indicates that higher the durability, higher would be the customer satisfaction.
10. Similarly, the result shows that comfort is positively correlated to customer satisfaction. It
indicates that higher the level of comfort, higher would be the customer satisfaction.
11. Likewise, price is negatively correlated to customer satisfaction. It indicates that when
price is fair, customer satisfaction would be higher.
12. The result shows that design of shoes is positively correlated to the customer satisfaction. It
indicates that attractive the design, higher would be the customer satisfaction.
13. Also, the study indicates that the advertisement is positively correlated to customer
satisfaction. It indicates that higher the advertisement, higher would be the customer
satisfaction.
14. The regression result shows that the beta coefficients are positive for price. It indicates that
price has positive impact on customer satisfaction.
15. The beta coefficients for comfort are positive. It indicates comfort has positive impact on
customer satisfaction.
16. Similarly, the beta coefficients for advertisement are positive. This indicates that
advertisement has positive impact on customer satisfaction.
17. Likewise, the beta coefficients for design are positive and significance at one percent level.
This indicates that design has positive impact on customer satisfaction.
18. The result shows that the beta coefficients are positive for price. It indicates that price has
positive impact on customer satisfaction.
41
19. Similarly, the beta coefficients for durability are positive. It indicates that durability has
positive impact on customer satisfaction.
20. The beta coefficients for comfort are positive. It indicates taste has positive impact on
21. Similarly, the beta coefficients for advertisement are positive. This indicates that
advertisement has positive impact on customer satisfaction.
22. Likewise, the beta coefficients for design are positive and significance at one percent level.
This indicates that design has positive impact on customer satisfaction.
42
Chapter III
Summary and conclusion
This chapter deals with the brief summary of the entire study. It also highlights the major finding of
the study. In addition, the major conclusions are discussed in separate section of this chapter.
Likewise, recommendations regarding the study are also presented in separate section of this chapter.
Lastly, the chapter ends with the discussion of scope for the future study in the same field.
3.1 Summary
Customer is an individual or business that purchases the goods or services produced by a business.
Attracting customers is the primary goal of all organizations because it is the customer who creates
demand for goods and services. Hui and Zheng (2010) described satisfaction as the overall evaluation
or judgment of customers towards the quality of products or services offered by a service provider.
Customer satisfaction is the difference between the expectations of the customers before receiving the
services and perceptions of the customers after receiving the services (Kotler, 2009).
Similarly, Pecotic et al. (2014) found that restaurant environment has a significant and positive
influence on customer satisfaction. Gagic et al. (2013) identified four dimensions of restaurant
quality: Customer satisfaction was taken as dependent variable. The study showed significant
relationship between consumer satisfaction and food quality, service quality, restaurant’s environment
and price fairness. Canny (2014) used three dimensions to measure dining experience: food quality,
service quality and physical environment and found a significant relationship with customer
satisfaction. Examining customer satisfaction, restaurant’s atmosphere and the fairness of the seating
procedures also had significant effect on customer satisfaction. Malik et al. (2012) found a positive
relationship between service quality, food quality and customer satisfaction. In addition, the study
showed a non-significant relationship between restaurant environment and customer satisfaction.
According to Rauch et al. (2015), the service environment is the strongest predictor of a hotel’s
ability to meet guest’s expectations and to provide guests with value. Therefore, the study found a
positive relationship between service quality and customer satisfaction in hospitality
43
industry. According to Khan et al. (2013), the failure or success of a fast food industry is based on
some factors like promotion, service quality, customer expectations, brand, physical environment,
price and taste of the product.
This study examines the customer satisfaction towards Nepalese footwear brand. The primary source
of the data was used to extract the information from the employees’ regardingthe impact of employee
motivation on firm performance. This study is based on 115 respondents. In order to collect the data,
structured questionnaire is prepared which contained questions on price, durability, comfort,
advertisement and design. The questionnaire also contained five-point Likert scale questions. Causal-
comparative research design has been used to determine the cause or consequences of differences that
already exist between the variables and the relationship between independent and dependent
variables.
3.2 Conclusion
The result shows that durability is positively correlated to customer satisfaction. It indicates that
higher the durability, higher would be the customer satisfaction. Similarly, the result shows that
comfort, price, design and advertisement are positively related to customer satisfaction. It indicates
that more comfortable shoes, fair price, attractive design and influential advertisement leads to higher
The study also shows that price, comfort, design, durability and advertisement have significant
impact on customer satisfaction towards Nepalese’ s footwear brands. Likewise, price, comfort,
design, durability, advertisement have positive and significant impact on customer satisfaction
towards Nepalese footwear brands. Similarly, the study concludes that the most influencing factor for
customer satisfaction towards Nepalese footwear brands is advertisement.
3.3 Recommendations
In an attempt to determine customer satisfaction towards Nepalese footwear brand, this study has
been able to document the significant impact of various factors. Thus, based on the findings, the
following recommendations have been made:
44
1. The result shows that durability is positively related to customer satisfaction. It indicates that
higher the durability, higher would be the customer satisfaction. Hence, company willing to
increase customer satisfaction should focus on providing more durable products.
2. Similarly, the result shows that comfort is positively related to customer satisfaction. It
indicates that higher the level of comfort, higher would be the customer satisfaction. Thus,
company willing to increase customer satisfaction should focus on providing more
comfortable products.
3. Likewise, price is negatively related to customer satisfaction. It indicates that when price is
fair, customer satisfaction would be higher. Thus, company willing to increase customer
satisfaction should focus on providing good products in fair price.
4. The result shows that design of shoes is positively related to the customer satisfaction. It
indicates that attractive the design, higher would be the customer satisfaction. Therefore,
company willing to increase customer satisfaction should focus on providing products with
attractive design.
5. Also, the study indicates that the advertisement is positively related to customer satisfaction.
It indicates that higher the advertisement, higher would be the customer satisfaction. Hence,
company willing to increase customer satisfaction should advertise their product in the
market.
3.4 Scope for future research
This study has tried to cover the issues related to the customer satisfaction towards Nepalese
footwear brand. Therefore, further studies can be carried out based on the findings of this study.
Some of the future scopes of this study are listed as below:
1. This study has taken only primary data as sample. For the better result secondary data is also
helpful for further study.
45
2. This study is based on the survey of footwear brands in Kathmandu valley. For the accurate
result further researcher should have to consider the footwear brands all over Nepal.
3. The future studies can select larger sample size and greater observation to collect the accurate
information related to customer satisfaction.
4. In future research more sophisticated statistical tools can be used to make finding more
reliable and valid across different industry sectors in Nepal.
5. This study has applied linear regression model. Further, the study can be done by using some
advanced statistical tools such as non-linear statistical tools and bidirectional causality tools.
6. The survey was conducted only inside the Kathmandu valley. Thus, the future studies are
suggested to focus on the coverage of wider geographical area or city in order to enhance the
generalization of the findings and to further investigate.
7. In the study only 115 respondents’ response are taken to derive the result. Thus, the future
studies are suggested to take more number of respondents to make the result of the study
more reliable.
46
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49
Appendix
Survey Questionnaire on
Customer’s satisfaction towards Nepalese footwear brand: A case of Kathmandu Valley.
Dear Respondent,
I am pleased to inform you that I am undertaking an Undergraduate project on customer’s

satisfactions toward Nepalese footwear brands to meet the partial fulfillment of the requirement for
the Bachelor’s Degree in Business Administration (BBA) from Camad College, Pokhara University.
The questionnaire is intended to help the researcher get information on customer satisfaction towards
Nepalese footwear brands. The purpose of the study is purely academic and information given will be
treated with the highest degree of confidentiality. You have been selected as a key respondent for this
study. Kindly, complete the questionnaire to enable the researcher complete the study.
Please tick the answer which represents your opinion on the subject.
I appreciate your participation in this effort.
Thank you,
Kabita Luitel
Camad College (BBA)
Pokhara University
Tinkune, Kathmandu
Section A: Respondent’s profile
Age (Years):
50
20-25 [ ] 26-30 [ ] 31-35 [ ] 36 and above [ ]
Gender:
Male [ ] Female [ ] Other [ ]
Profession:
Student [ ] Business [ ] Unemployed [ ] Others [ ]
Section B: Questionnaire related to dependent variable and independent variable.
Price
SN Price Strongly Disagree Neutral Agree Strongly
Disagree agree
1 The price of the shoes meets my

expectations.
2 Nepali shoes company offers the
reasonable price that meets my needs
3 Price is important factor for me while

purchasing shoes
4 High price products are generally

quality in nature
5 I seek for discounts and offers while
purchasing shoes.
51
Product durability
SN Product durability Strongly Disagree Neutral Agree Strongly

Disagree agree
1 Durability of the shoes is an

important factor for me in
deciding purchase for it
2 Durable products are highly
preferred
3 Nepali brand shoes are more
durable than international brands
4 Durability depends on the brand
5 Durability can be determined

from the price of the product
Comfort
SN Comfort Strongly Disagree Neutral Agree Strongly

Disagree agree
1 The comfort of shoes is an

important factor to me
2 The shoes must be comfortable
for my daily work
3 Nepali shoes brand are more

comfortable than international
brands
4 Comfort comes in expensive
price
5 The brand I use is more
comfortable than other brands
52
Shoes design
SN Design Strongly Disagree Neutral Agree Strongly

Disagree agree
1 The design of the shoes matters

while purchasing shoes
2 Design of the shoes is my first

priority than price
3 Nepali shoes brand has enough
design to meet my expectation
4 Design attracts consumers

toward product
5 Nepalese design is based on the
social factor
Advertisement
SN Advertisement Strongly Disagree Neutral Agree Strongly

Disagree agree
1 The brand I use is mostly

renowned in the Nepalese
market
2 Advertisement of product
motivates people to purchase it
3 I get more knowledge about the

new brands via ads
53
4 I can compare the price and
other features of product using
ad information
5 Advertisements influences the
attention of consumers.
Customer satisfaction
SN Customer satisfaction Strongly Disagree Neutral Agree Strongly

Disagree agree
1 The performance that exceeds my

expectation will bring satisfaction
for me
2 I have always had a good
impression of the shoes brand that I
am once satisfied with
3 Good quality of the shoes makes
me satisfied.
4 I would repurchase the shoes once
I’m satisfied with it
5 I would recommend the shoes
brands to others from which I am
satisfied
Thank you so much for your time and effort. Your participation is highly appreciated.
54

Final Project of Customer Satisfaction Towards Nepalese Footwear Brands1 1

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Final Project of Customer Satisfaction Towards Nepalese Footwear Brands1 1

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Customer satisfaction towards Nepalese footwear brands: A case

Office of the Dean, Faculty of Management Studies

Kabita Luitel Roll No: 19030621

Registration No: 2018-2-03-1355

Camad College Kathmandu, Nepal August 9, 2022

in making my vision clear and reaching on conclusion.

I am thankful to all the respondents for the cooperation shown and

providing necessary information.

the entire college members for their support to do this project.

their Assistance, a timely encouragement in every step.

Thank you Kabita

Customer satisfaction towards Nepalese footwear brands: A case of Kathmandu valley i

Table 1.1: Review of maj or literature..................................................................

Table 1.2: Review of recent literature...............................................................

Table 1.3: Review of Nepalese literature............................................................

Table 2.1: Respondents’ profile...................................................................

Table 2.3: Determinants of customer satisfaction towards Nepalese footwear in terms of

Table 2.4: Determinants of customer satisfaction towards Nepalese footwear in terms of

Table 2.5: Determinants of customer satisfaction towards Nepalese footwear in terms of

Table 2.6: Determinants of customer satisfaction towards Nepalese footwear in terms of

Figure 1.1: Conceptual framework showing the relationship between variables

Figure 2.1: Classification of respondents by gender.................................

Figure 2.2: Classification of the respondents by age..............................

Figure 2.3: Classification of the respondents by profession........................

BBA = Bachelor in Business Administration

CS = Customer satisfaction CM = Comfort CS =

Customer Satisfaction DL = Durability DN = Design

KPI = Key Performance Indicators PR= Price

SPSS = Statistical Programming for Social Science

SEM = structural equation modelling

1.1 General background

1. To examine the perception of customers regarding footwear brands in Kathmandu valley.

1.4 Significance of the study

1.5 Review of literature

1.5.1 Review of major literature

1.5.2 Review of recent literature

1.5.3 Review of Nepalese literature

1.5.1 Review of major studies

Table 1.3 Review of Nepalese studies

1.6 Conceptual Framework

1.7 Operational definition and hypothesis testing

activity who acts as a

1.8.1 Research design

1.8.2 Sources of data

1.8.4 Method of analysis

CS = P0+P1 PR+P2 DL+P3DN+P4CM+P5AD+e

1.10 Organization of the study

2.2 Respondents’ profile

Table 2.1: Demographic characteristics of respondents

Respondents detail’s No. of responses Percentage (%)

Figure 2.3: Classification of the respondents by profession

0% STUDENTS BUSINESS UNEMPLOYED OTHERS

2.3 Descriptive analysis of customer satisfaction towards Nepalese footwear brands

Source: Field Survey 2022

Table 2.6: Impact of advertisement

2.4 Correlation analysis

2.5 Regression Analysis

Model Intercept Regression coefficients of Adj.R_bar2 SEE F-value

1 1.665 0.151 0.01 0.564 2.166

2.6 Major findings

3.4 Scope for future research

I am pleased to inform you that I am undertaking an Undergraduate project on customer’s

I appreciate your participation in this effort.