CONTENTS

CHAPTER NO. CHAPTER 1 CHAPTER 2 PARTICULARS PAGE

EXECUTIVE SUMMARY INTRODUCTION -Background of the study -Statement of the problem -Need & and importance of the study -Objective of the research REVIEW OF THE LITERATURE RESEARCH METHODOLOGY -Type of research -Sampling technique -Sample size -Instrumentation technique -Actual collection data -Tools used for testing of hypothesis PRESENTATION & ANALYSIS OF DATA & INTERPRETATION -Hypothesis testing -Presentation of data -Conclusion from the analysis SUMMARY AND CONCLUSION -Conclusion from the research -Implications -Bibliography -Questionnaire

CHAPTER 3 CHAPTER 4

CHAPTER 5

CHAPTER 6

ANNEXURE

CONTENT OF TABLE

SI.NO 1 2 3 4 5

PARTICULAR COST EFFECTIVENESS BUYING ATRIBUTES OF CONSUMER INFLUENCE FOR BUYING MEDIA LIKINGOF

PAGE NO.

CONSUMER CHANNEL PREFERED BY CONSUMER BRAND LIKING OF CONSUMER DESIRING WATCH TO

6 7

ADVERTISEMENT BREAK UP BY SEX

CONTENT OF GRAPH
Sr. No. Particulars Page No.

1. 2. 3. 4. 5.

COST EFFECTIVENESS BUYING ATRIBUTES OF CONSUMER INFLUENCE FOR BUYING MEDIA LIKINGOF

CONSUMER CHANNEL PREFERED BY CONSUMER BRAND LIKING OF CONSUMER DESIRING WATCH TO

6. 7.

8.

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EXECUTIVE SUMMARY
Any business is likely to be successful when a strong marketing viewpoint or philosophy permeates the thinking and guides the decision and action of everyone in the business. It is important not only for the firm producing the product but also to the society, which uses the product.

Marketing is the function that primarily determines: What the product or service shall be How it shall be presented, promoted and distributed to the customer and kept useful to him and How it shall be priced. Marketing exciting, dynamic and contemporary held. It influences us each day in both our roles as provider of goods & services and as a consumer. In other way, we can say that we are all involved with or affected by marketing practices. In the role of provider of goods and services, we make marketing related decisions as choosing who our customers are, what goods and services to offer, whether to sell one goods & services, what features emphasize And what price to charge. The persons who are providing these types of activities are called as marketers. All types of organizations and individuals utilize these activities.

Definition of Marketing
Broadly the essence of marketing is a transaction an exchange. Marketing occurs any time when one social

unit strives to exchange something of value with another social unit. Thus marketing consists of all activities designed to generate and facilitate any exchange intended to satisfy human needs and wants. The American Marketing Association (AMA) defines marketing as, Marketing is a total system of business activities designed to plan, price, promote and distribute want satisfying products to target markets to achieve organizations objectives. The marketing program should start with an idea about a new product and should not end until the customer wants are completely satisfied, which may be sometime after the sale is made.

Consumer

behaviour

is

the

study

of

consumers

phenomenon of their attitudes, their preferences, and values, likes dislikes, and their buying decision.

INTRODUCTION TO FOOTWEAR INDUSTRY

Footwear has come out as one of the basic needs and necessity of todays human beings. It is as important for human being as clothes and shelters. The importance of said product has been highly recognized in the western and other advanced countries.

Footwear industry in these countries comes in category of other developed industries, for example Nike and Reebok of America, Laspaz of U.K., Gooci of Italy are some of the highly reputed companies manufacturing Hi- tech shoes and having world wide acceptability. The scenario in India is some how different and regretfully this industry could not develop itself despite the fact that India being second largest populated country in the world ,surplus manpower and resources of raw material ,whatever the reasons being. Till the mid 20th century the bulk of shoe industries where in cottage sector, professional cobblers were responsible for traditional shoes, Indian style as well as western style.

In post independence era the policies of the government were solely guided to provide protection to cobblers, which mainly came from scheduled cost through direct, or in direct regulations. Till Bos industry kept on moving at slow pace with two or three branded products available at national distribution. In the past one decade the situation has completely changed because the new generation of professionals did not adopt this line as shoemaker and preferred to join the white collar jobs. Now a majority of workers in the shoe industry at Agra. Even in Agra fewer servant of the other class people are taking over the job of shoe making. With this situation, the growth of the industry remained stagnant

because of non-availability of worker/Professional to keep the pace of the demands. With the rising of population up to 850 million people, the shortage of footwear was replaced by plastic industry and Hawai chappals became a common wear through out the country replacing the r\traditional type of Indian shoes being manufactured by the rural class of shoe cobblers. In the cities and towns with higher standards of living the demand of domestic market could be hardly met. Nationally Bata remained the main source of supply to meet such demand. The present scenario of shoe industry has changed by the liberalization of economic policy. Many national and multy national brands have emerged in Indian footwear industry rate of production is not adequate to meet the requirements. Taking into the consideration the growing standard of living, the production capacity of industries has to be geared up with changing needs of consumers. A pair of shoe for each person is accepted as a minimum consumption, we could imagine the necessity of the growth of this industry. Even the combined strength of the total output of the plastic, canvas, rubber and other categories of shoes do not make up the populated requirements of this country. The industry holds enough if expansion opportunity with the massive availability of natural resources and simultaneous consumption of the products being produced. Hence it logical to modernize the industry in comparison to the industry of Europe, America and other advanced countries.

Taking Indian shoe industry in consideration al modernization has anticipated will remain in the small sector because of low availability of capital with the owners of the shoe making houses. We can look towards Italy, which is the leader of footwear trader, the bulk of production is from small-scale sector and a unit having about 20-30 workers could produce 200-500 pairs per day. The total capital in machinery and raw materials is few lakhs of rupees. Whereas in India, one person produces one pair of high quality shoe in a day in cottage/small scale industry, which is quite low in comparison to international standard.

With the mechanization of shoe industry production of footwear in 1980s have come up almost in each of the state, whereas earlier it is used to be mainly at Agra. But now karnal, Faridabad, Delhi, Jullnder, Calcutta, Kanpur, Mumbai, madras and Bangalore and many other places have come as new production for centers for bulk of production activities. With the increase in the production capacity in 80s about 20 million pairs of shoes upper or being exported to various countries but to expand the exports, the value added production, diversification of shoe uppers exported to footwear has to be programmed. With the growth of this industry future of ancillary industry units is very bright. These ancillary industries have important role to play in the growth of show industry. Ancillary units manufacturing parts of

footwear that in soles, insoles, stiffeners, puffs, buckles, synthetic uppers and the material as assumed a greater role for strengthens and getting of fast rate of production in the footwear industry. Even in Europe and in other advanced countries the shoe industry has only growth with the growth of ancillary industries. It is an ideal industry for entrepreneurs without much of the investment in the industry assuring production having a constant and growing consumer demand. Profits are assured. Availability of raw material and manpower is not a problem so the small scale sector has to play vital role in the industry development.

ELEMENTARY KNOWLEDGE ON FOOTWEAR

Footwear is a man made outer covering of foot. It is generally made up of leather but the same can also be made with synthetic material. it protects from feet from ground and other various aspects it can also be defined as wearing apparel for the feet. Depending upon the style, type and purpose, the footwear can be broadly classified into three groups Chapels or open type footwear Sandal or strap attached footwear Boot and shoe or closed type footwear covering most part of the feet

BACKGROUND OF THE STUDY

For every study some objective will be there .in this study the main and foremost objective is to study the current markets trends of footwears industries and towards them how the consumers are reacti9ng to the different different companies products. This study is basically to analyze the behavior of consumer and what factors and attributes affect more to consumer buying decisions. Jog a mile or walk in style shoes remain your constant companion, clinging faithfully to your feet in all climate and conditions. Footwear is as old as human civilization, and it has come down to use through the ages, with mind-boggling changes in design and technology. Shoes are no longer protective covering for the feet, which is said to have been produced simple by human being stepping in to pool of molten rubber now a days, shoe had become integral

part

of

wardrobe

and

indispensable

fashion

accessory;

complementing your out fit or receiving compliments on your behalf. Summer or winter, autumn or spring, shoe transport you safely to your destination, braving rain and rough weather, heel or high water. Today one-find shoes to match every mood, attires, occasion, and activity. There are shoes to ride in and shoes to glide in, shoes to dance in and shoes to prance in, shoes to catwalk, and shoes for rat race. There are elegant, brass buckled shoes for the party and for the office. Come New Year and the capitals shops backend alluringly to eager shopper looking for fresh stocks. The spate of wedding and festival around this time also prompts the fashion conscious consumers to put shoes at the top of shopping list. Luckily there is no death of number of styles to satisfy buyers slightest whim .the world is at your feet, provided you can foot the bill. Today a buyer with money to spend has tough time deciding which pair to select from the array of shapes, colors style and design. Selecting, childrens footwear in no longer test of patience for the hurried parents .the latest batch flooding the market beguiles the eye with multi colored motifs and comic characters. Their foam uppers and poly urethane soles make them light as air and easily washable what is the cause of for this change. Some believe it as western influence or Indian culture, other are convinced it is the economic liberalization. Perhaps it is the collective effect of all these features.

STATEMENT OF THE PROBLEM

In this part we study several consumer behavior and various companys policy regarding how to satisfy the consumer. Behaviour of a consumer is a complex phenomenon .it can change at any time and keeps on changing .so we have to study the behavior of a consumer how it changing and what factor will affect it.

RESEARCH EXTRACT

OBJECTIVE OF THE RESEARCH

o To study the consumers buying habits. o To analyze the existing market situation for foot wear. o To study consumer awareness of different companys footwear. o To determine the reasons for success and failures of foot wear companies. o To find out differences between footwears. o To find out customer satisfaction towards footwear products. o To study consumer attitude towards footwear product. MARKET TRENDS: MARKET STRATEGY

PRODUCT STANDARD In footwear product the consumers mainly search following these quality. (a) Quality: A rational consumer always looks about the product quality which they are buying .it is worth of their price or not.

(b) Price: Price is also a main important and foremost thing. Most of the consumer are comparing the price of others footwears products (c) Packing: Packing plays a very important role to attract the consumers .now most of the company are giving more emphasis on the packing of the product WARRANTY SCHEMES These are the schemes, which are helpful in increasing the sales. Some consumers are not satisfied with company warranty policy and some are fully satisfied.

INFORMATION RESEARCH In the mind of consumer before buying before buying any

footwear product. They are collecting information about the company, product price, and range, size, discount and the quality of product. BUYING BEHAVIOUR Most the respondents were highly involved as well as perceive significant difference between brands. (Complex buying behavior)

Some consumers are variety seekers. Some consumers are buying shoes as habitually as any other thing. Some consumer felt few differences between brand and still got highly involved (Dissonance, reducing behavior.)

MARKETING BEHAVIOUR According to kotler marketing is the human activity directed at satisfying needs wants through the exchange process. The marketing is the process through which producers and customers of various goods are brought together in an exchange relationships and the transfer of ownership take place. Marketing process starts even before the goods go into production. It does not end with the sale but continues till the satisfaction of consumer is obtained.

ANALYZING CONSUMER MARKET AND BUYER BEHAVIOR

Buying Behaviour:
Complex Buying Behaviour: Complex buying behaviour involves a three-step process. First the buyer develops beliefs about the product. Second he or she develops attitudes about the product. Third he or she makes a thoughtful choice. Consumers engage in complex buying behaviour when they are highly involved in a purchase and aware of significant differences among brands. This is usually the case when the product is expensive, bought infrequently, risky and Buyer highly self -expressive. Dissonance Reducing Behaviour: Sometimes the consumer is highly involved in a purchase but sees little difference in brands. The

high involvement is based on the fact that the purchase is expensive, infrequent and risky. In this case the buyer will shop around to learn what is available but will buy fairly quickly, perhaps responding primarily to a good price or to a purchase convenience. Habitual Buying Behaviour: many products are bought under conditions of low involvement and the absence of significant brand differences. There is good evidence that consumers have low involvement with most low cost, frequently purchased product. Variety Seeking Buying Behaviour: Some buying situations are characterized by low involvement but significant brand differences. Here consumers often do a lot of brand switching. The market leader and the minor brands in this product category have different marketing strategies.

SALES PROCEDURE
To carry out selling functions, it is important to have a qualified and experienced sale forces with a leader who can plan organize, direct and control the selling job objectively. The salesman is an extr3emely important link with consumer and the chain of distribution. it is some times said that salesmanship is the other persuasion. name of

 Salesmanship guide Certain motto and guidelines for salesmen are being as how to satisfy the customers. Guidelines for salesmen. It is said self yourself before you sell the product so the above saying has meaning to create your confidence in the mind of consumer to ensure sales. Your sincerity and capability in conversing is your performance for success. Over conversing never pays simple facts convince better. Remember consumer is more intelligent than you. Do not indulge in giving guarantees of wear and tear. You should predetermine in your mind item and size to be should to the consumer as per stock. Your expertise is your success. Do not display your all varieties as per stock to the consumer. Generally consumers have open mind. So you can diversify their mind to your advantage. Value addition sales can be achieved by offering additional category I.e. accessories, homewards and morning walk shoes.

MARKETING CONSUMER

MIX

STRATEGY

FOR

ATTRACTING

Marketing mix is the one of the major concepts in modern marketing. It can be defined as Marketing mix is the particular blend

of controllable marketing variables that the firm uses to achieve its objective in the target market.

Now the question arises, what variables make up consumer to buy product through marketing mix? There is actually a great number of marketing mix variables. Fortunately they can be classified into few major groups. One of the most popular classifications has been proposed by Mr. Carthy and is called the four Ps : Product, Price, Place and Promotion. The consumers decision on the product quality feature, price, advertising budget, marketing channels and other marketing variable for this target market make up its markets mix .the marketing mix is the means by which the consumers gains and supports the competitive position it seeks to occupy in the target market. PRODUCT This P of the marketing mix includes various variables related with product like quality of product, features, brand name, style, packaging, etc. Regarding the quality of the product of any companies, it can be said that the products are of very high quality as these are manufacturing on the imported machines of latest technology by using the imported raw material of high quality. The main features of the product are that they are perfectly designed in the shape as specified by the consumers and they are highly durable. The products of the companies are marketed under the name and style of their

brand name and enjoy an excellent reputation for quality in the market.

PRICING POLICY
Price denotes the value of a product or service express in the terms of money. It is a powerful instrument to both, e.g. the buyer and seller, in the market place. In money, economy without price there cannot be marketing. It is the only element in the marketing mix that creates sales revenue. The other element are cost etc. since price is the source of income for the seller the higher the price the seller can get for his products the greater are his profits. On the other hand, when the price of the product is high, few consumers or users will have enough money to buy and the market may greatly be reduced. Therefore, pricing is a dangerous and explosive marketers force. It must be used with great care. Prices of the products are being set in the company by considering the following parameters: 1. Raw material input: The cost of raw material consumed per unit is approximately calculated. 2. Commission cost: The total cost measured for the commission of raw material into finished product is calculated and then profits are calculated including the rejection. 3. Competitors policy: The main factors to be considered while setting the prices of the product of the companies competitors policy in setting up their products prices and also other quality of competitors product is compared with the quality of the

companies products.

SALES PROMOTION
To attract the consumers, sales promotion activities are considered essential; promotion by definition is persuasive communication. The message is arranged to facilitate the consumer decision-making. Promotion message is one of the sources of information at disposal of buyers. Firm may have the product package, it may have a fair price, but the people will not buy the product if they have never heard of it. Sales do not take place automatically without marketing communication. Sales promotion is the process of marketing communicatti9on involving information persuasive communication. The message is arranged to facilitate the customer decision-making. Promotion message is one of the sources of information at disposal of buyers. Firm may have the best product package, it may have a fair price, but the people will not buy the product if they have never heard of it. Sales do not take place automatically without marketing communication. Sales promotion is the process of marketing communication involving information persuasion and influence.imporant sales promotional activities are: Advertising Print and broadcast ads Motion pictures Posters and leaflets Display signs

 Audio video material

PLACE
This is the fourth and last P of the marketing mix .it includes various channel of distribution, marketing coverage, their locations, media of transports etc. to cover more target consumer the network of sales is being widened by showroom and appointment of more distributors for various footwear products.

MARKET REQUIREMENT TO TARGET CONSUMER

Market requirement can also be replaced with Market Demand. It helps in evaluating marketing opportunities. So; we can define Market Demand as under: Market Demand for a product is the total volume that would be brought be a defined consumer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing programmed. (A) Internal consumption of footwear in India. During the year 1999 total internal consumption was 47 crore pairs. It has increased during 2001 -02 to 53.2 crore pairs and during 2002-03, it is estimated 55.5 crore pairs. (A) Comparative study of Indian Footwear Market:.

For the last few years, in shoe industry there was an election campaign by many brands to win or attract consumers. And in this

election the Bata wins the position in the middle-income group of consumers. But, taking into account the liberty, which is second in the market, has declined in the past one decade .the consumers do more prefer quality, durable and economical footwear. Reebok, Nike and Adidas have its hold in the market particularly in case of sports footwear. They have premium range of shoes, which only highincome group consumers prefer. They have good quality footwear and prices are also worth for it. Others side, premium range and quality leather footwears typically known as loafer shoe i.e. with brand name Woodland and Metro I in the fashions and attracted the young slot customers with their newly designed and good quality leather shoe and that is why they have a good position in the market in premium range footwears. As per the survey conducted by Business World magazine and report carried by Business World in the issue dt.8th-21st January, 1997, 7 companies from the footwear sector were plotted among the 324 Indias most respected companies.3 companies out of 7 are multinationals and only 4 companies namely Bata, Liberty, Lakhani, &Mascots are listed on these stock exchanges in India. Behavior of consumer toward certain product depends on the following factors.

(1) CLIMATE: Climate affects the demand of hoe largely. During the Winter

Season i.e. the month of November and December the demand of hoe I usually high rather than remaining period of year. The demand of Slipper increase during summer season as compared to the winter season. it remains nearly 30-35%only during the rainy season. But the demand of the leather shoes is badly affected by rainy season. Their demand nearly 5%to 10%during the rainy season as compared to the sale of the peak period or the sale of the boom position. This shows that how climate effect the behavior of consumers.

(2) GEOGRAPHICAL LOCATION:

Geographical location of the region also affects the requirement of the shoes. Consumer will buy according to their region requirement only .in case of hilly areas the demand of small sizes is usually high but in the case of plain areas the demand of the standard size is high. The requirement of the coastal areas. In case of the hilly areas the demand of the leather shoes is less and the demand of the synthetic and sports are usually high. So the geographical locations affect behaviors of consumer according to their requirement.

(3) DEMOGRAPHIC FACTORS:

It usually consists of age, sex, family, life cycle, social class etc. the requirement of shoes according to age also differ. The consumer demand for smaller age is usually very low .the demand of shoes

shoes is usually high of the school and college going students. The persons above than fifty are not demanding shoes. They only wants comfortable shoes that give them relax. The lady section is also differing from the gents shoes. They mostly wants fashionable shoe or chapels which are more fancy I design. Family life cycle also affects the consumer decision of purchasing. If the number of the children is more in a family then their demand for children shoes is high.

(4) ECONOMIC CONDITION OF CONSUMER

Economical condition of the consumer is also affect the requirement of shoes. In Bangalore the economic condition is usually good because of the IT industry, tourist place, industrial development, and good business opportunities. So the demand of shoes is usually high in this area. Nearly 80% population of this area wears shoes but they differ in quality due to personal economic condition.

(5) OUTSIDE BUYERS

The place where usually the outside buyers visits, there the demand of shoes is usually higher than the demand in the near by region. Bangalore is also a picnic spot so here visitors are coming frequently here so they also affect they local customer behaviour. The demand of shoes usually high because the visitors usually go for the shopping

on these spots.

(6) STRENGTH OF SCHOOL GOING CHILDREN

In a family school going and office going person also affect the decision of consumer .in the schools it is compulsory to wear shoes and in office it is a culture. So the requirement of the shoes is depend on the strength of the school going children.

BEHAVIOUR OF CONSUMER ACCORDING TO MARKET TREND

Market trend means general tendency of the population toward shoes. Their shape, design etc. The market trend is composed following factors:

(1) EFFECT OF WESTERN CULTURE

The western or we can say that European culture is going on spread in India largely. People usually like that culture and designs of that areas .so the effect on shoes is also found. These designs are firstly adopted by the high quality shoes and then by the local shoes. The people who are not able to buy the high quality shoes they wait for sometimes and then they go for the buy of local shoes in the

western design.

(2) EFFECT OF ECONOMICAL STATUS

Economical status of the customer also effects the consumer decision. If the consumer is economically sound he can go for the good quality shoes and usually after some time i.e. go for 3 to 5 times in a year .if the consumer is not so good in economically then the consumer go for local shoes and usually once or twice in a year.

(3) PERCENTAGE EXPENDITURE TREND

If the percentage expenditure on the income of the consumer is high then he can save less and can make more expenses on the shoes and on the other hand if the percentage of the expenditure on the income is less then he can save more and can made less expenses on the shoes.

(4) STUDY OF NEW DESIGNS

Nowadays different varieties and design of shoes are coming in the market. Initially when the new design comes in the market, its initial demand is not high. Some part of the shoe consumer population nearly two to three percent go for the purchase of these designs they are called as early adopters and after adoption by the early adopters comes the easily majority than late majority and in the last comes the laggard which adopts the designs when these are adopted by the population.

CONSUMER FEEDBACK
It involves listening to customers needs, it includes continuously monitoring market trends to spot new needs .it also involves running focus groups to test color and style preferences and confirms the preferences by carrying out surveys in shopping malls .it also includes listening to the complaints to learn how to improve and service quality. As the companies its strategy, it needs track the results and monitor the environment. Some environments are fairly stable from year to year. Other environments evolve slowly in a fairly predictable way. Still other environments change rapidly is unpredictable. Consumers always for their benefit so companies should adopt such policy, which are helpful to consumers. The consumer can count on one thing: that the environment and fashion can change any time when it does companies should need the study of the consumer preferences environment. A companys strategic fit with the environment will inevitably erode because the market environment almost always changes faster than the companys7-Ss i.e. shared wants and their capability in changing

values, Skills, Staff, System, Strategy, Structure and Style. Peter Drucker pointed out that it is more important to do right things (being effective) than to do the right things (being efficient).

REVIEW OF THE LITERATURE

Book:

Consumer behavior

Author: Schiffman L.G. & Kanuk Edition: 2003 Publisher: prentice hall

Book: Research methodology Author: C.R.Kothari Edition: 2002 Publisher: Himalaya publishing Book: marketing management Author: Philip kotler Edition: 2004 Publisher: Pearson education Newspaper: economic times Magazine: business today www.libertyfootwears.comwww.google.comwww.nike.com

RESEARCH METHODOLOGY
Research is an important pre-requisite for a dynamic study of any type. Precise research is a more systematic activity directed towards the discovery and development of organized body of knowledge. Some of the characteristics of research methodology are as follows:

Research is directed towards a solution of a problem. It may attempt to answer a question or to determine the relation between two or more variables. Research involves gathering new data from primary of first hand source or using existing data for new purpose. Research is based on observable experience or empirical evidence. Research strives to be objective and logical applying every possible test to validate the proceed are employed the data collected and conclusion reached.

NATURE OF DATA
A characteristic of research studies in business

management is their reliance on secondary data source in particulars and primary data sources in general.

SECONDARY METHOD
The methodology followed in conducting the study is to collect data regarding footwear production, trade, and consumption in India and also to study the behavior of consumer how they are responding towards footwears product of different companies. The data & facts were taken from many journals, periodicals, published materials, and internet and also from some reports of council for leather exports.

SAMPLING PLAN
As sampling plan was designed in which decisions had to be taken about target population unit, sample single, sampling procedure.

TARGET CONSUMERS
Target consumers for the present study are Bangalore city.

SAMPLING UNIT

This answered the question of who has to sample in the target consumer. CONSUMER DEALERS

SAMPLE SIZE
Total sample size in case of study is to respondent 100 and 10 dealers.

PROCEDURE
The samples are taken by the method of judgment sampling in order to study the shoe market because of the fact that the footwear market is not is not well planned one.

RESEARCH INSTRUMENT
Mainly the data was collected by the door-to-door survey of the footwear showrooms and asking from the consumers and dealers the set questionnaires and also some questions besides it in order to study the market. The questionnaires followed are given in last in annexure.

The data was also collected by some magazines, periodicals, and published materials and through Internet.

INSTRUMENTATION TECHNIQUE
A list of questions pertaining to the survey was prepared under this study. The questionnaires were distributed to the retailers at the outlets and informations were collected from customers through personal interviews. The data collected through questionnaires are coded and tabulated. Various diagrammatic presentations like chart, graphs & tables were used to represent the information obtained, to the reader in an understandable manner.

ACTUAL COLLECTION OF DATA

In this research data was collected by survey based on Questionnaires Schedule & Personal Interview.. The questionnaire was based on specific components of brand awareness, brand loyalty and finally the different attributes of the product. The other methods used to collect information were Magazines, Management Journals, and Annual Reports & Internet. Utmost care must be exercised in collecting data because they form

the foundation of the analysis.

TOOLS USED FOR TESTING HYPOTHESIS

By hypothesis, we mean a statement about the population parameters. Hypothesis testing deals with a procedure, which accepts or rejects the hypothesis. There are two types of hypothesis. 1. Null Hypothesis: - It states that there is no significant difference between the sample value and population value. 2. Alternate Hypothesis: - In case the null hypothesis is rejected, we should have an alternate hypothesis to accept. Alternate hypothesis is denoted by HA.

PRESENTATION & ANALYSIS OF DATA & INTERPRETATION

Data analysis and interpretation was done by the method of comparison of the data collected of different consumers and dealers. As my area of study was Bangalore city the data was collected by the direct interfere with consumers and dealers. The following facts, which I concluded by the data analysis, are explained as below:

We take the various income segments as what is the division of total preferences in various income segments.

HYPOTHESIS TESTING PROCEDURE (STEPS):

1. We set up a null hypothesis denoted by Ho. This means there is significant difference between sample value and population value. In case if Ho is rejected, we must have an alternate hypothesis HA. So we set up an alternate hypothesis. 2. Select the level of significance.
3. Select an appropriate distribution for the test, which

is known as test statistics. The distributions generally used are normal distribution, student t distribution, Fishers F distribution or Chi square 2 distributions. 4. Calculate the necessary values from the given data for the test.
5. Make conclusions for testing. If calculated value is

less than the tabulated value, Ho is accepted, else HA is accepted rejecting Ho.

Test for Specified Proportion (infinite population)

In case of attributes we can only find out the presence or absence of particular characteristics. The sampling of attributes may, therefore, be regarded as the drawing of samples from a population whose members possess the attribute A or not A. Large population (n > 30) Ho: p = P HA: p P
pP

Z cal =

PQ n

p = Sample Proportion P = Population Proportion n = sample size Q=1-P

Collected data:

Number of customers aware about the products = 75 Number of customers not aware of the products = 25 Sample size = 100 Total Population = Infinite Assumptions: 1. The test is conducted at 5% level of significance. 2. It is assumed that 25% of sample size is not aware about the products. Null Hypothesis not good. Alternative Hypothesis good. It is a one tailed test. Therefore at 5% level of significance, tab = 1.645
pP PQ n

= Ho = Product awareness is = HA = Product awareness is

Test statistics, Z cal =

Where, p = Sample proportion P = Population proportion n = Sample size Q = 1-P P = 25% = 25/100 = 0.25 p = 25/100 = 0.25 Q = 1- P = 1-0.25 = 0.75

Therefore,

PQ n =

0.25 0.75 60 = 0.055

pP

Test statistics,

PQ n

0.37 0.25

0.055

0.12 = 0.055 = 2.18

Therefore, Z cal = 2.18 Since Z cal > Z tab, Ho is rejected and HA is accepted. Conclusion: Footwears product awareness is good in Bangalore city.

COST EFFECTIVENESS

TABLE-1 Sl. No 1 2 Preference YES NO No. of respondents 64 36

SOURCE: Primary data INFERENCE:

About the cost of footwear most of respondent says it should be cost effective i.e.64%,and 36% says its no. Source: 100 respondents for footwear.

COST EFFECTIVENESS GRAPH 1

70 60 50 40 30 20 10 0 Respondent yes no

BUYING ATTITUDE TABLE -2 Sl, No. 1 2 3 4 5 Buying attitudes Discount Quality Price range Fashionable Comfort No respondents 37 16 28 13 6 of

SOURCE: Primary Data INFERENCE: About the buying attitude of customers regarding product attribute such as Discount preferred by 37 %,Quality 16 %,Price 28 %,Fashion 13 %, and Comfort 6 %. This shows the consumer preferences.

BUYING ATTITUDE GRAPH 2

40 35 30 25 20 15 10 5 0 Respondent Quality Fashionable Comfort Discount Offer Range

INFLUENCE FOR BUYING

TABLE -3 Si.No 1 2 3 4 5 Influence for buying Personal Advertisement Friends Shopkeeper Parents No. Of Respondents 47 28 18 5 2

SOURCE: Primary data INFERENCE: This tables shows consumer influence on buying personal preference 47 %,Advertisements 28% ,friends 18 %,shopkeeper 5%, and 2 % are influenced by their parents.

INFLUENCE FOR BUYING GRAPH 3

50 45 40 35 30 25 20 15 10 5 0

Personal Advertisement Friends Shopkeeper Parents

Respondent

MEDIA LIKING TABLE -4 Si.No 1 2 3 4 Media Liking Television Magazine Hoarding Newspaper No. Respondents 80 6 4 10 of

SOURCE: Primary data INFERENCE :

This table shows popularity of media in respondents according to their choices. According to this graph TV is most popular media among respondents. TV 80 % Magazine 6%, Hoarding 4% and news paper 10 %.

MEDIA LIKING

GRAPH 4

80 70 60 50 40 30 20 10 0 Respondent TV Newspaper Hoardings Magazine

PREFERRED CHANNEL

TABLE-5 Si.No 1 2 3 4 Preferred channel Doordarshan Zee Tele Star plus Star sports No. Respondents 24 21 24 22 of

others

09

SOURCE: Primary data collected from questionnaire INFERENCE This table shows popularity of different channels among respondents. According to this graph 24% respondents has preferred Doordarshan, 21%Zee Channel, 24 % Star plus, 22%Star Sports and 9 % Others.

PREFERRED CHANNEL

GRAPH 5

25 20 15 10 5 0 Respondent Zee Tele Doordarshan Star plus Star sports Others

BRAND LIKING TABLE -6 Si.no 1 2 3 4 5 6 SOURCE Brand liking Liberty Bata Metro Nike Reebok Adidas No. respondents 17 21 15 18 20 09 of

 Primary data collected from questionnaire INFERENCE This table shows classification of respondents to find out brand liking .17% prefers Liberty, 21%Bata, 15% Metro, 18% Nike, 20%Reebok, and 9% Adidas.

BRAND LIKING

GRAPH 6

25 20 15 10 5 0 Respondent

Liberty Bata Metro Nike Adidas Reebok

This graph shows classification of respondents to find out brand liking .17% prefers Liberty,20%Bata,15% Metro,18% Nike,21%Reebok,and 9% Adidas.

DESIRING TO WATCH ON AD

TABLE -7 Si.no 1 Desiring to watch No. Of

Advertisement respondents In between 45 programmed

2 3

Before programmed After programmed

38 17

SOURCE: Primary data INFERENCE: This table shows desiring to watch an ad. In between the programme.45 % respondent has preferred to watch an ad. 38 % people before the program 17 %after the program.

DESIRING TO WATCH ON AD GRAPH 7

45 40 35 30 25 20 15 10 5 0 Respondent Before programe In between After programe

BREAK UP BY SEX

TABLE -8 Si.No. 1 2 Break up by sex Male Female No Respondents 64 36 of

SOURCE: Primary data collected from questionnaire INFERENCE This table shows classification of respondent by sex among two-categories.64 % male and 36 % are female. These are the respondents who are included in the study.

BREAK UP BY SEX

GRAPH 8

70 60 50 40 30 20 10 0 Respondent Male Female

CONCLUSION FROM THE ANALYSIS

In the highly competitive world to attract the consumers is no more cakewalk. The scope of study of this project is to study the domestic footwear market and to study the behaviors of

consumer and their attitude towards it. So as to know its strengths and weakness in Indian environment. The scope also includes to study the market potential and demand of footwear companies .it has better scope for the future study .it is a continuous process rather than a time bound process from time to time the companies should have to go for extensive study at the market as well as to encourage the further study in this direction. Following are the main conclusion from this analysis: 1. Data indicated that Bata has gained more popularity comparatively his competition in very short period. 2. Nike and Reebok in young are most popular brands. 3. During purchasing personal liking is most influencing factor in people. 4. Demand of Woodland is very low among men footwear. 5. TV is most popular media among students. 6. Demand of sport footwear is very low among female footwear. 7. Most of respondents influence by discounts offer and some because of range of product. 8. Maximum respondents have preferred to watch advertisement in between the programmed. SUMMARY AND CONCLUSION

FINDING OF STUDY 1 Bata is one of the footwear giants of Bangalore. it is a company which is manufacturing shoes for the whole family and for different groups of people .Bata has got the largest range and variety of shoes which is ,according to survey, the main reason of the success of Bata in the market .no such competitive company is giving such a good range in all types of shoes. 2 Today the competition in the shoe market of India and world is increasing with a very fast rate. Many small and big companies are coming into existence. They are giving new technologies everyday in competition of each other. If one company is giving more flexible shoe the other is introducing shoes, which breathe. So in this pace of change the company should improve its research and development dept. To give something new to the market this can also be used for the purpose of powerful advertisement also. Today the main competition is in between Bata Liberty, Woodland, Metro, Nike, Reebok, Adidas and some local companies, which are emerging in different regions. 3 Consumers wants economical and durable footwears .so that the Bata is main preferences in among consumers.

CONCLUSION FROM THE RESEARCH Every research activity ends up with some conclusion. After consulting the experts, reviewing the literature and analysis the data, researcher landed upon some conclusion regarding the behavior of consumers toward foot wears. These are the conclusion, which found from the study: The Indian footwear industry market is very big .it is providing every type of shoes to the consumer. The Indian consumers preferences towards footwears companies are very high. The existing market situation for the footwears industries is very good

IMPLICATIONS Present study is based on consumer behavior .it is a very useful tools in the hands of industries when they are formulating any sales policy in the market they have to launch only that product which get the positive response from the consumer. by the help of this study we are able to know which product is more in demand and why it is what the consumer hope from the footwear companies and for companies it is also helpful to know about the consumer preferences, tastes their culture, their likes dislikes, their values ,beliefs and the past experiences. This study gives many help to analyzing such

problems.

BIBLIOGRAPHY RESEARCH METHODOLOGY C.R. KOTHARI MARKETING MANAGEMENT PHILIP KOTLER BUSINESS RESEARCH R.G.MUDRICK CONSUMER BEHAVIOUR SCHIFFMAN, L.G. AND KANUK, L.L.

 JOURNALS, MAGAZINE AND PERIODICALS

QUESTIONNAIRE -1 1. Name 2. Address of of the the show show room

room____________________________________ __________________________________

Supply 1. Are you satisfied with the supply 2. What are the brands you yes / no most

need___________________________

Growth 1. What 2. What are will be your your growth expected of rate in in 2000-2001(in 2005-2006 percentage)____________ growth _________________ 3. Programmed purchases(2000-2001) Rs_______________________

Remarks Name of the branch___________________________________________

QUESTIONNAIRE -2

Respondent name____________________________________ Sex: _____________________________________ Age: _____________________________________ 1. Which type of footwear you prefer and why?

Formal____________________________________ Casual ____________________________________ Sports ____________________________________ 2. Which company you prefer the most for footwear and why ? Bata_________________ Liberty __________________ Paragon______________ Metro ___________________ Woodland _____________ Reebok Nike _________________ Adidas Would you like to buy footwear from a show room or from an ordinary shop? Show _______________________________________ Ordinary shop_______________________________________ room

3.

According to you, what matters and why? Quality

___________________________________________ Cost

_____________________________________________ 4. Name Cost Quality product___________________________________________ 5. What is the difference between the local company and well known company? Local company (1)______________ (2)______________ 6. well known company (1) _______________ (2) ________________ What gives you more satisfaction? of of company product of

__________________________________________ ____________________________________________

Which problem does you face and what modification you want? ___________________________________________________

__ ___________________________________________________ __

QUESTIONNAIRE Name : Sex 15-20 25-30 Above 30 Occupation month) Student Servicemen Businessmen Housewife Working lady : Age group

-3

income (per

Rs .5000-10000 Rs .10000-15000 above Rs 15000

2. Which brands of footwear do you like? Bata Woodland Metro Nike Liberty Paragon Reebok Adidas

3. Specify the reason for purchase of particular brand of liberty footwear, rank according to your choice. Range Fashion Offers Quality Discount Comfort

4. Sources of motivation for purchasing footwear? Friends Shopkeepers Parents Advertisement

Personal liking 5. Which media do you like most for advertisement? T.V. Newspaper Hoarding Magazines

6. In which part of TV program, you would like to see an ad of footwear? 7. On which channel would you prefer an ad of footwear? Doordarshan Star TV Zee channel Sports channel