A study on buying behaviour of Indian consumers regarding shoes

Over the past decade competition has increased significantly. Globalization has induced the entry of companies like Adidas, Nike and Puma to Indian market. This paper will highlight the adaption status of consumer to these brands and other existing brand in the country. The objective is to identify consumer choice in various product categories and correlate what features is motivating their clients to walk in their store. The study examines brand origin concept in shaping Indian consumers preference, the paper will determine what marketing tool and mix the companies are using to promote their brand name in market. The research is guided with a tested result of 100 responses across the country and was analysed using simple regression and descriptive technique. At present Indian market is price sensitive and consumers are experimenting as which foreign brand do they like the most.

Finding suggests that brand name plays a significant role in enhancing youth market in India. Some hypothesis is drawn about consumer choice and fast changing preference of Indian market, their buying attitude is it with brand label or not.

This study would help the managers for devising a combine strategy for both type of gender. The research survey is basically conducted within the age group of 18 – 25 who have greater exposure to brands. Therefore the study can be generalized to analyse the purchasing pattern of all socio – economic class people.