Why do men prefer to purchase formal shoes from branded outlets?

Though, the Indian consumers are highly discerning but still the footwear retail industry of the country is bifurcated into organised and the unorganized sectors. Presently, only 50% of men purchase from the organised outlets. The Indian consumer market is younger when compared to the markets in the developed nations, which comprises more of older consumers presently and therefore the retail markets have become more saturated. Further with growing fashion consciousness along with increased disposable income among India's urban middle class this trend is likely to change in the near future. Therefore many foreign brands have already started establishing themselves in India namely, Aldo, Bally, Clarks, Ecco, Florshiem, etc. It is time for the manufacturers to revisit their existing strategies. The present study aims to segment the consumers based on their activities, interest and opinions and correlates them with their expectations towards brands. For the purpose of the study factor analysis has been used to segment into different components. Correlation technique has been used to establish a relationship between the components and brand expectation. It is found that the consumers belonging to different components differed in their expectations.