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    Final Research Project Presentation: "A Study On Customer Behaviour Towards Branded Shoes in Delhi-NCR "

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    himanshu
    The document presents a research project on customer behavior towards branded shoes in Delhi-NCR. The objectives are to understand customer tastes and preferences for branded shoes, determine factors influencing shoe purchases, and identify brand positioning. The methodology includes a literature review, primary research through questionnaires of 167 randomly selected customers who recently bought shoes, and data analysis using factor analysis and perceptual mapping.

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    Final Research Project Presentation: "A Study On Customer Behaviour Towards Branded Shoes in Delhi-NCR "

    Uploaded by

    himanshu
    127 views10 pages
    The document presents a research project on customer behavior towards branded shoes in Delhi-NCR. The objectives are to understand customer tastes and preferences for branded shoes, determine factors influencing shoe purchases, and identify brand positioning. The methodology includes a literature review, primary research through questionnaires of 167 randomly selected customers who recently bought shoes, and data analysis using factor analysis and perceptual mapping.

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    The document presents a research project on customer behavior towards branded shoes in Delhi-NCR. The objectives are to understand customer tastes and preferences for branded shoes, determine factors influencing shoe purchases, and identify brand positioning. The methodology includes a literature review, primary research through questionnaires of 167 randomly selected customers who recently bought shoes, and data analysis using factor analysis and perceptual mapping.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    127 views10 pages

    Final Research Project Presentation: "A Study On Customer Behaviour Towards Branded Shoes in Delhi-NCR "

    Uploaded by

    himanshu
    The document presents a research project on customer behavior towards branded shoes in Delhi-NCR. The objectives are to understand customer tastes and preferences for branded shoes, determine factors influencing shoe purchases, and identify brand positioning. The methodology includes a literature review, primary research through questionnaires of 167 randomly selected customers who recently bought shoes, and data analysis using factor analysis and perceptual mapping.

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    © All Rights Reserved
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    Download as pptx, pdf, or txt
    of 10

    FINAL RESEARCH PROJECT PRESENTATION

    ON

    “A study on customer behaviour towards branded shoes in Delhi-NCR “

    By:-HIMANHU GARG
    Roll No.-095/2017
    Introduction
     India produces around 22 billion pairs of footwear annually
    ,accounting for approx. 9.6% of the total global output.
     India is the second largest producer of shoes in the world, it is
    around Rs.30000-40000 crore in value.
     It is expected to grow at CAGR of 10% by 2022.
     Casual footwear is the largest product segment in India’s
    footwear market that contributes approximately 67% of the
    total footwear retail market.
     This sector is highly unorganised where 80-85% of industry falls
    under very small micros, small and medium enterprises
    Literature review
     Bob in 2008 observes that most of the time people buy
    footwear for their looks and do not consider comfort.
     Saha, Dey, & Bhattacharya (2010) in their study found Some
    of the variables like brand, discounts, price, display,
    location, sales person influence, which affects customer
    buying behavior.
     Another study by (Yoh & Pitts, 2005).-“Information sources
    for college students Athletic shoe purchasing”. revealed
    that the overall peers were the most influential and
    frequently mentioned information source for college
    students
    OBJECTIVES
     To understand the taste and preference of the customers for branded
    shoes.
     To determine the different factors by which the customer gets
    influenced while purchasing shoes.
     To find out the positioning of major shoe brands in the mind of
    customers.
    Research methodology
    Both exploratory and conclusive research method are used .

    Secondary research
    Some of the variables that affects customer buying behavior while purchasing
    shoes are:-

     Price  Peer influence


     Quality  Comfort
     Size  Colors
     Design  Durability
     Brand image  Packaging
     Sales person influence  Free offers
     Discounts  warranty
    Primary research
    Sampling process
     Population Universe: Population includes all the of those having the age
    above 18 years.
     Sample frame: The sample frames will be the individuals who have
    purchased shoes in the past six months.
     Sampling technique used:- random sampling method i.e. each element
    can be chosen randomly and entirely by chance.
    Sample Size calculation
    N= (z*s/e) ^2
    (1.96*0.67/0.1) ^2=167
    Hence sample size is coming out to be 167

    Here,
    Z= Z score = 1.96 (At 95% confidence level)
    E= Tolerable error (0.1)
    S= Population standard deviation of the variable of interest.
    Calculation of standard deviation
    S= R/6 { R=range-1}
     4/6=0.67
     Tools Used for Data Collection: Questionnaire would be used
    based on Likert type scale( ranging 1 to 5) , which is a type of
    itemized scale under non-comparative scaling technique which
    requires the respondents to indicate a degree of agreement or
    disagreement with each of a series of statements about the stimulus
    objects.
     Tools for Data Analysis
    1,Factor Analysis
    2.Perceptual Mapping using discriminant analysis
    References
     (2016, August). MarketLine Industry Profile Footwear in India.
     S., D., M., & B. (2010, April 04). Factors Affecting Consumer Buying
    Behavior of Shoes in Kolkata: A Case Study.
     S., Dey, M., & Bhattacharyya, S. (n.d.). Factors Affecting Consumer
    Buying Behavior of Shoes in Kolkata: A Case Study.
     https://economictimes.indiatimes.com/opinion/interviews/india-has-
    the-largest-footwear-market-in-the-world-adesh-gupta-ceo-liberty-
    shoes/articleshow/59366264.cms

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