SYNOPSIS
SIDDHART COLLAGE OF LIBRARY AND
INFORMATION SCIENCE
CHA.SAMBHAJINAGAR
YASHVANT RAO CHAVAN YOUNIVERCITY NASHIK
Synopsis Title
“An Analysis of Purchase Behavior of
Consumers Buying Branded Shoes”
(2024-2025)
SUBMITTED
BY :
RAHUL PAGIRE
(MBA 2024-2025)
PRN NO : 2023017001198204
SYNOPSIS
“An Analysis of Purchase Behavior of
Consumers Buying Branded Shoes”
Introduction:
Consumer behavior is a key aspect of marketing that determines the
purchasing decisions of individuals. This study examines the factors
influencing consumer behavior when buying branded shoes. It explores
aspects such as consumer attitudes, price sensitivity, brand loyalty, quality
perception, and marketing influences. The research aims to provide a
comprehensive analysis of the motivations and determinants affecting
consumer choices.
Literature Review:
Several studies have explored the impact of brand image, advertising,
product quality, pricing strategies, and consumer psychology on purchasing
behavior. Previous research indicates that consumers often associate branded
shoes with quality, comfort, and status. Factors such as brand recognition,
peer influence, celebrity endorsements, and promotional strategies
significantly impact buying decisions. Studies also highlight that younger
consumers and higher-income groups exhibit stronger brand loyalty
compared to other demographics.
Research Methodology:
This study employs a combination of primary and secondary data collection
methods. The research follows a descriptive design with a structured
questionnaire distributed to 102 respondents who purchase branded shoes. A
convenience sampling method was used to gather responses. Data was
analyzed using statistical tools such as factor analysis and ANOVA to
determine key variables influencing consumer behavior.
Data Analysis and Interpretation:
The study identifies key demographic trends among respondents, including
age, gender, income level, and education. Findings indicate that males
outnumber females in purchasing branded shoes, with a significant
proportion of buyers under the age of 25. Price sensitivity remains a crucial
factor, with 59% of respondents admitting they consider price before making
a purchase. However, brand loyalty is also prevalent, with 69% of
consumers stating they consistently purchase from their preferred brands.
Advertising and peer influence play significant roles in brand selection, with
75% of respondents acknowledging that marketing campaigns affect their
buying decisions. Quality and durability emerge as the primary factors
influencing purchase choices, followed by price and brand reputation. The
study also finds that while 52% of respondents would continue buying their
preferred brand despite price increases, 48% would opt for cheaper
alternatives.
Findings, Recommendations, and Conclusion:
The study concludes that consumer behavior in purchasing branded shoes is
driven by a mix of quality perception, brand loyalty, price sensitivity, and
external influences such as advertisements and peer recommendations.
Key Findings:
1. Brand loyalty is high, with 69% of consumers showing a preference for
specific brands.
2. Price is a significant factor, influencing 75% of respondents.
3. Quality is the most important factor for consumers when selecting a brand.
4. Advertising plays a crucial role in shaping consumer preferences.
5. Peer recommendations are highly influential, with 31.7% of respondents
relying on friends and family for brand selection.
Recommendations:
1. Brands should emphasize quality and comfort in their marketing strategies to
retain consumer trust.
2. Competitive pricing strategies and discounts should be implemented to
attract price-sensitive customers.
3. Advertising campaigns should focus on leveraging celebrity endorsements
and social media influence to strengthen brand presence.
4. Brands should offer loyalty programs to enhance customer retention.
5. Companies should explore customization options to cater to individual
preferences and enhance consumer engagement.
Conclusion:
Consumer purchase behavior in the branded shoe segment is multifaceted,
driven by price, quality, brand perception, and external influences. Businesses
should adopt a strategic approach to pricing, branding, and marketing to
maintain a competitive edge. Understanding these factors can help brands tailor
their strategies to enhance customer satisfaction and drive sales growth.
Place SUBMITTED BY :
Cha. SambhajiNagar RAHUL PAGIRE
(MBA 2024-2025)
PRN NO :
2023017001198204
