TABLE OF CONTENTS

CHAPTER
I Background of the study
Introduction..................................................................................1
Rationale for the research...........................................................3-
Significance of the Study..............................................................5
Research Structure Overview......................................................6
Definition of Terms.......................................................................7

II REVIEW OF LITERATURES
Consumer Behavior in the Footwear Industry..............................9
Design Aesthetics and Consumer Preferences.........................15
Material Quality and Perceived value.........................................17
Pricing Strategies and Consumer Decision Making...................17
Customer Experience and Brand Loyalty..................................17

III METHODOLOGY

IV

CHAPTER I
BACKGROUND OF THE STUDY

Introduction
Mr. Quickie is a well-known brand Especially in the Philippines that
offers services for key duplication and shoe repair. They are renowned for
their proficiency in restoring and repairing footwear to increase its lifespan. In
addition to shoe repairs, the firm now offers a wide range of shoe care
accessories and items at retail.

The idea behind Mr. Quickie is to provide quick fixes for everyday
problems, like mending worn-out shoes or quickly making duplicate keys. This
brand is now known for its superior craftsmanship and dedication to extending
the life of shoes. Mr. Quickie's services fit the tastes of consumers who are
looking for more affordable and sustainable options.

Moreover, beyond their repair services, Mr. Quickie has ventured

into selling shoes and related products, creating a comprehensive brand
presence in the footwear industry. The brand's success is not only attributed
to its technical proficiency but also to its ability to adapt to changing consumer
demands and diversify its offerings.
 The thesis titled "Sole Satisfaction: A Study on Mr. Quickie Shoes"
aims to delve into the factors influencing consumer satisfaction with the
brand's shoes, exploring aspects like design, material quality, pricing, and
overall customer experience. Through this study, a deeper understanding of
the relationship between consumers and Mr. Quickie Shoes is sought,
shedding light on what makes this brand resonate with its audience.

Rational for the Research

The justification for conducting this study is based on two important
factors.
One is the growing importance of consumer satisfaction in the footwear
industry, and the other is the unique market position that Mr. Quickie occupies
as a provider of repair and retail services

Growing importance of consumer satisfaction in the footwear industry

In the contemporary landscape of the footwear industry, consumer

satisfaction has emerged as a critical determinant of success for brands.
Beyond the utilitarian aspects of footwear, consumers increasingly prioritize
their overall experience, including design, material quality, and customer
service. Recognizing this paradigm shift is crucial for brands seeking to align
with evolving consumer expectations and establish enduring connections.

Unique position of Mr. Quickie as a provider of both repair and retail services

Mr. Quickie occupies a distinctive niche by not only offering traditional

shoe repair services but also venturing into the retail of footwear. This dual
role places Mr. Quickie at the intersection of preserving and enhancing the
lifespan of shoes through repairs and providing new products for purchase.
The brand's multifaceted approach offers a unique opportunity to explore how
consumer satisfaction differs between repair services and retail, contributing
novel insights to academic discourse and practical applications for industry
stakeholders.

In essence, the research is propelled by a recognition of the central

role that consumer satisfaction plays in the contemporary footwear industry
and the unparalleled market position of Mr. Quickie as a brand providing both
restoration and retail services. By delving into these dynamics, The goal of the
study is to offer an advanced insight of customer preferences, thereby
contributing to the broader understanding of the evolving dynamics in the
footwear market.

Significance of the Study

Strategic Decision-Making and Brand Enhancement

 This study holds important significance for Mr. Quickie as it provides a
comprehensive analysis of consumer satisfaction with the brand's shoes,
encompassing both repair and retail services. By understanding the factors
that influence consumer preferences and contentment, Mr. Quickie gains
valuable insights for strategic decision-making. This includes the optimization
of product offerings, marketing strategies, and customer engagement
initiatives to align more closely with the expectations and desires of its target
audience.

Operational Optimization and Service Enhancement

Insights derived from the study are instrumental in optimizing Mr.

Quickie's operational processes. By identifying areas of strength and potential
improvement, the brand can enhance the overall quality of its services, both in
repair and retail domains. This operational optimization extends to aspects
such as supply chain management, product design, and service delivery,
ensuring a more streamlined and customer-centric approach.

Competitive Edge in the Footwear Market

In a competitive footwear market, understanding and meeting

consumer expectations are critical for maintaining and expanding market
share. The study's findings offer Mr. Quickie a competitive edge by providing
a deep understanding of the factors that contribute to consumer satisfaction.
Armed with this knowledge, Mr. Quickie can differentiate itself in the market,
offering products and services that resonate with the preferences and needs
of its customer base.

Building and Sustaining Customer Loyalty

The study's exploration of customer satisfaction contributes to the

development of strategies aimed at building and sustaining customer loyalty.
By fostering positive consumer experiences, Mr. Quickie can cultivate a loyal
customer base that not only returns for repeat business but also becomes
advocates for the brand, thereby enhancing its reputation and market
standing.

Adaptation to Evolving Consumer Trends

Consumer preferences in the footwear industry are dynamic,

influenced by changing trends and societal shifts. This study equips Mr.
Quickie with the ability to adapt proactively to these changes. By staying
attuned to evolving consumer trends, the brand can ensure its offerings
remain relevant and appealing, positioning itself as a brand that anticipates
and fulfills emerging consumer needs.

In summation, the significance of this study for Mr. Quickie extends

beyond academic inquiry to directly impact strategic, operational, and
competitive aspects of the brand's operations. By leveraging the insights
garnered from the study, Mr. Quickie can not only enhance its current
offerings but also position itself as a responsive and consumer-centric player
in the dynamic footwear market.

Research Structure Overview

Mr. Quickie is a well-known company that provides services for shoe

repair and key duplication, particularly in the Philippines. They are well known
for their skill in prolonging the life of shoes through restoration and repair. The
company currently provides a large selection of retail shoe care accessories
and products in addition to shoe repairs.

Definition of Terms

Footwear Industry - The footwear industry is a sector of the fashion

field that focuses on shoes.

Retail Services - Retail refers to the sale of goods or services to a

single customer for their own consumption.

Paradigm Shift - An important change that happens when the usual

way of thinking about or doing something is replaced by a new and different
way This discovery will bring about a paradigm shift in our understanding of
evolution.

Customer-centric - Customer-centricity means putting the customer

first and at the center of everything that you do.

Supply chain management - Supply chain management is the handling

of the entire production flow of a good or service — starting from the raw
components all the way to delivering the final product to the consumer.

Shedding light - To make it possible to understand or know more about

(something).

Strategic decision making - Strategic decision-making is the process of

selecting the best strategy that aligns with the long-term vision and goals of
an organization.

Craftmanship - It refers to the skill in a particular craft or the quality of

design and work shown in something made by hand.

Market Standing - Market standing refers to the percentage of the total

sales of a product in a particular market that a business accounts for. It is also
known as the market share for that company.

Societal Shift - Societal shift refers to social norms or social

movements due to external factors such as environmental shifts or
technological innovations.
 Chapter 2

Review of Literature
Consumer Behavior in the Footwear Industry

Customers are intricate beings who go through multiple phases when

making decisions. Because external influences might impact those stages, it
can be challenging for companies to comprehend the thought processes of
their target audience. Furthermore, customers' decision-making processes
and brand valuations are shifting in the twenty-first century to include
sustainability and corporate social responsibility (CSR). Not only are
customers attempting to purchase more environmentally friendly and
responsibly made goods, but they are also holding companies accountable for
the planet's current unsustainable way of life. Concerns regarding
sustainability and how businesses affect society also depend on the
demographics of the customer base.

Design Aesthetics and Consumer Preference

The term "everyday consumer aesthetics" refers to a variety of

dynamic, non-art, non-natural aesthetic experiences that influence particular
consumer actions and consumption patterns (like buying or recycling). The
study of particular new aesthetic qualities and their theoretical foundations, as
well as an emphasis on quantifying the application and influence of
aesthetics, are two major themes seen in the current literature. The
presentation includes new findings and developments in the field of consumer
aesthetics study on aspects of packaging, color, dynamism and visual
change, shape and surface appeal, embodiment, and individual differences.
Prospective investigations aimed at broadening the range and influence of
common aesthetics on consumer conduct are deliberated.

In a free market, consumer preference refers to how consumers decide

to allocate their overall spending on goods and services, and utility functions
can take into account personal preferences. Consumer preference is the
rationale behind the decisions people make when choosing goods and
services. By examining the factors that influence consumer preference,
businesses can better target their products to particular customer groups,
create new products, and understand the reasons behind the success of
some products over others (Howard, 2013).

Material Quality and Perceived value

In a free market, consumer preference refers to how consumers decide

to allocatA lot of writers have written about perceived value recently, which is
a crucial idea in marketing. Perceived product value is a research area that is
largely ignored in Slovenia. Furthermore, no one has conducted empirical
study on how different aspects affect a product's perceived worth.

Theoretical Framework

The present study will make use of the Theory of Planned Behavior
(TPB) which is a theory that suggests that consumer behavior is influenced by
attitudes, subjective norms, and perceived behavioral control. Attitudes refer
to a person's positive or negative evaluation of a behavior, subjective norms
refer to the perceived social pressure to perform or not perform a behavior,
and perceived behavioral control refers to the perceived ease or difficulty of
performing a behavior. The TPB have been used in previous studies to
investigate consumer behavior in various contexts, including the footwear
industry. Further, according to Ajzen, I., (2020), the Theory of Planned
Behavior (TPB) is a well-established theoretical framework in the field of
psychology and behavioral science. It has been widely used to understand
and predict human behavior. The theory posits that an individual's intention to
perform a behavior is influenced by their attitude toward the behavior,
subjective norms, and perceived behavioral control. The TPB has been
applied in various research contexts, including studies on consumer behavior,
health-related behaviors, environmental behavior, and more. Ajzen's seminal
work on the TPB has been cited extensively in academic literature,
highlighting its significance and impact in the field of behavioral science. On
the study conducted by Liu et al., (2021), confirmatory factor analysis, path
analysis, and discriminant validity in structural equation modeling reveals the
statistically significant relationship between product pricing, packaging, and
the buyer decision process. The introduction of satisfaction as a mediating
variable led to the observation of full mediation in the case of product pricing
and partial mediation in product packaging.

CHAPTER III
RESEARCH METHOD AND PROCEDURE
This chapter presents the research design, subjects of the study, data
gathering instruments, data gathering procedure and the statistical treatment
of data.
Research Design
This study willl utilize causal research design in gathering data to
achieve the objectives of the research endeavor. This design will be used
since it employs assessing how a certain factor affects an existing
circumstance or standard. This research design typically sought explanations
with the difference in a phenomena which has a significant impact over the
other. The goal of causal research is to explain the patterns of relationships
between variables and confirm cause-and-effect relationships through specific
causal evidence (Dudovskiy, J., 2022).
 Since the study will focus on determining sole satisfaction of the
respondents with Mr. Quickie shoes, it will first determine the profile of the
respondents in terms of section and sex; assess the knowledge of the
respondents on the significance of customer satisfaction; knowing the effects
of some factors in the satisfaction of a person with a shoes; and identifying
the problems that they encountered. Therefore, causal research design was
deemed appropriate because the researcher is interested to develop an
understanding of the problem and how does the factor affects it. Moreover,
the said design is also instrumental and suitable in the making of the
approaches that will be fitted to the respondents in relation to customer
satisfaction with the said shoes.

Subjects of the Study

The respondents of this study were 40 working adults and students in
total which consists of 20 working adults and 20 students who are using Mr.
Quickie shoes. These working adults and students are fall from Saog, Marilao,
Bulacan.
Working adults may be asked questions and given a questionnaire
regarding their sole satisfaction, specifically demographic characteristics,
innovative and promotional strategy, location and interior design, and digital
marketing. The researcher will be able to gain an insight into the customer
satisfaction used by these people to succeed in the cafe sector in Marilao,
Bulacan by studying a small group of cafés. On the other hand, the students
in each cafe may participate by an online survey or by a printed copy of the
questionnaire given by the researchers. This would be the basis for
interpreting the satisfaction level of the selected cafes.
The sampling method used to determine the respondents was quota
sampling to which the obtained sample size is chosen by their specific
characteristics they possess which is using the Mr. Quickie. In addition, quota
sampling will be used to determine the respondents if they belong to the
needed traits of the participants.

Data Gathering Instruments

The researcher-made questionnaire and interviews will be used as
major instruments for data gathering in this study. Interviews will be
conducted to substantiate quantitative data and further enrich the study in
order to arrive at meaningful conclusions and recommendations. On the other
hand, the questionnaire is a research instrument consisting of a series of
questions and other prompts for the purpose of gathering relevant and
substantial information from respondents.
Interviews. To further enrich the understanding on the concepts
pertinent to the satisfaction of the respondents for Mat. Quickie shoes, the
researcher will conduct semi-structured interviews with working adults and
students who are included in the pool of respondents. Furthermore, interviews
will be used to elicit useful and detailed information about personal feelings,
perceptions and opinions of the interviewees concerned towards their
satisfaction as a user of the said shoes. It will allow the researcher to raise
detailed questions and achieve high response rates. The interviews will also
serve as good method for the researcher to employ prior to designing
questionnaires.
Questionnaire. The questionnaire was composed of three parts. Part I
deals with the profile of the respondents in terms of age and sex. Moreover,
part II covers the extent of their awareness on the significance of customer
satisfaction. Furthermore, part III consists of questions regarding with the
effectiveness and their experience using the Mr. Quickie shoes.

Data Gathering Procedure

The researcher will conduct interviews to enrich his understanding on
the topic being studied and in drafting the questionnaire. The researcher will
read several literatures and references as well as interview guides to ensure
that the actual data gathering will not be compromised. Before its conduct, the
researcher will also seek permission and secure appointment to the
authorities and prospective participants. Upon seeking approval, the
researcher will explain the purpose of conducting the study among the
participants. The researcher will also address the terms of confidentiality and
emphasize the interview format including its duration. Steered by the prepared
interview guide, the researcher will ensure that it will run smoothly.
On the other hand, the questionnaire will be used to determine the
profile of the respondents which are the working adults and students and their
satisfaction with the Mr. Quickie shoes. After securing the approval and
endorsement, the researcher will administer the questionnaires to the working
adults personally. To further augment the data gathering, the researcher will
also conduct interviews to the students to better understand their satisfaction
rate with the Mr. Quickie shoes.
Lastly, the researcher will present, interpret, and analyze the treated
data. The researcher will also use tables and figures for clearer presentation
of data. The responses will be measured and treated by means of the
enumerated statistical tools.

Statistical Treatment of Data

These statistical tools were used to interpret data gathered.
Frequency. This will be used to determine the profile of respondents in
terms of sex and section to which the students belong.
Percentage. This will be used to describe the part of a whole variable
in relation to the respondents’ profile variables.
Weighted mean. This will be used to determine the assessment of the
students on the significance of reading comprehension, the effectiveness of
integrating technology in developing the reading comprehension of the
students and the problems that they encountered in reading.
References:

Ajzen, I. (2020). The Theory of Planned Behavior: A

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Dudovskiy, J. (2022, January). The Ultimate Guide to Writing a Dissertation in

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Liu et al., (2021). Impact of Pricing and Product Information on Consumer

Buying Behavior With Customer Satisfaction in a Mediating Role.
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8710754/

About Mr Quickie
https://mrquickie.com/about-mr-quickie/

Key services
https://mrquickie.com/our-works/key-services/
13 jobs in the footwear industry
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Journal of Strategic Marketing: Vol 6, No 4 (tandfonline.com)