A study of purchase behavior towards branded sports shoes in national capital region

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. The consumer purchasing process is a complex matter as many internal and external factors have an impact on the purchasing decisions of consumers. Understanding the buying behavior of the target market for its company products is the essential task for the marketing department. Manufacturers will need to implement strategies that encourage consumers to buy products from them instead of their competitors. This research aims to find out the important underlying factors influencing the purchasing behavior for branded sports shoes. A descriptive research methodology is adopted. The hypotheses for testing the effectiveness of factors which influence the purchasing behavior are tested using one sample t-tests. The findings of the study indicate that sole quality, comfort and durability are given more weightage while purchasing shoes. The findings will help the company professionals to gain a better understanding about the variables which influence preference and the purchase behavior of the consumers while buying sports shoes and will help companies get higher sales by focusing on these factors which are identified by the researchers in this study.