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ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249- 8826

ZIJBEMR, Vol.5 (6), JUNE (2015)

Online available at zenithresearch.org.in

48

CUSTOMER BUYING BEHAVIOUR TOWARDS BRANDED CASUAL

SHOES, AYANAVARAM, CHENNAI

R.ALEXANDER *, OLIVER KHONGLAH** AND A.K.SUBRAMANI

***

* I YEAR M.B.A,VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,

AVADI, CHENNAI – 600062. TAMILNADU, INDIA.

** I YEAR M.B.A,VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,

AVADI, CHENNAI – 600062. TAMILNADU, INDIA.

*** ASSISTANT PROFESSOR,VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,

AVADI, CHENNAI – 600062, TAMILNADU, INDIA.

ABSTRACTThe survey study on “Customer buying behavior towards branded Casual Shoes” has

been conducted to observe the preferences of customers. This system of education is highlyappreciated as it provides with the opportunity to acquaint with the outside world. The practicalwork helps to view the real business world closely, which in turn widely influence theconception and perception of knowing their perception regarding branded casual shoes. This project takes a look in various kinds of merchandising activities, market share of different shoesand various sales promotion schemes, which are followed in the shoe industry. The three major players (i.e.). Reebok, Nike and Adidas dominate the sports and casual shoe in India.

KEYWORDS: Branded Casual shoes, Casual Shoes, Customer satisfaction.

I. INTRODUCTION Customers buying behavior is enormous, and highlights the importance of the customer

at the center of the marketer's universe. Each customer is unique with different needs and wantsand buying choices and habits are influenced by habit, and choice that are in turn tempered by psychological and social drivers that affect purchase decision processes. It is a complex multi-dimensional variable. Customer buying behavior is critical for influencing not only product purchase decisions but also important marketing decisions for commercial firms, nonprofitorganizations, and regulatory agencies. Applications of customer buying behavior decisions lieon marketing strategies, regulatory policies, social marketing, and informed individual. Buying

Behavior is the decision processes and acts of people involved in buying and using products.Customer buying behavior is the sum total of a consumer's attitudes, preferences, intentions anddecisions regarding the consumer's behavior in the marketplace when purchasing a product orservice. The study of customer behavior draws upon social science disciplines of anthropology, psychology, sociology, and economics.






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II. COMPANY PROFILE: Companies in this industry make footwear, including athletic, casual, and dress shoes as

well as boots, sandals, and slippers. Major companies include NIKE, Skechers USA, andWolverine World Wide (all based in the US), along with Adidas (Germany), Asics (Japan),Salvatore Ferragamo (Italy), and Yue Yuen (China), a subsidiary of Pou Chen(Taiwan).Worldwide, about $180 billion worth of footwear is exported annually, according tothe International Trade Centre. Top exporting nations are China, the US, Germany, Japan, andthe Netherlands.

The US footwear manufacturing industry consists of about 200 companies with sales ofabout $2 billion. Many of the major shoe companies in the US are mainly owners of brandnames that contract to have shoes made by independent manufacturers in other countries. Somelarge US producers, such as New Balance, make a portion of their shoes in the US; some smalleroperations manufacture all their shoes in the US. About 98 percent of all footwear sold in the USis imported, according to the American Apparel and Footwear Association.

III.REVIEW LITERATURE:

Peter and Olson, (1993) mention that interactions between the people‟s emotions,

moods, affection and specific feelings is called customer behavior, in other words inenvironmental events which they exchange ideas and benefits each is called customer behavior .Buying behavior of people, who purchase products for personal use and not for business purposes.

Cyert (1956) may have been the first to observe that a number of managers in addition tothe purchasing agents are involved in buying process, and the concept was labeled „buying behavior‟ and popularized by Robinson(Faris and Win 1967). Webster and Wind (1972)

famously identified five buying roles, they are: 1. users 2. Influencer 3.buyer 4.decider and 5Gatekeeper (Webster and wind, 1972). Further categories have been suggested as the „initiator‟(Bonoma, 1981), and the „analyst‟ and spectator by Wilson (Wilson, 1998).

The product purchase decision is not always done by the user. The buyer necessarily purchases the product. Marketers must decide at whom to direct their promotional efforts, the buyer or the user. They must identify the person who is most likely to influence the decision. Ifthe marketers understand customer behavior, they are able to predict how customers are likely toreact to various informational and environmental cues, and are able to shape their marketingstrategies accordingly (Kotler, 1994).

Schiffinan and Kanuk(2004)define customer‟s behavior as the behavior that the

customers display in searching for purchasing, using, evaluating and disposing of products andservices that they expect will satisfy their needs. Customer buying behavior incorporates the actsof individuals directly involve in obtaining, using and disposing of economics goods and serviceincluding the decision process that precede and determine these acts.

IV.OBJECTIVES OF THE STUDY:

Primary objective: To study the customer buying behavior towards branded casual shoes, Ayanavaram.

Secondary objectives: To identify the most preferred brand among the customers the personal views of the

people regarding various branded shoes.






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INFERENCE:

From the table 1, it is inferred that 38% of the respondents are belongs to the age groupof 15-20 years. Majority of the respondents (52%) are belongs to the age group of

Table 2 Frequency table – Satisfaction of customers

(Source: Primary Data)

From the table 2, it is inferred that majority (60%) of the respondents like casual shoes. Majority(58%) of the respondents prefers to buy branded shoes. 24% of the respondents prefers to buy Nike, 20% of them like Action band shoes.

2. Mean and standard Deviation

Table 3. Mean and Standard - Factors of customer satisfactionS. No Particulars N Mean Std. Deviation

1.

Price 50 3.78 0.507

2. Quality 50 4.38 0.490

3.

Size 50 3.34 0.5934.

Designs 50 4.26 0.527

5. Color 50 3.28 0.497

6.

Durability 50 4.2 0.536

7. Availability 50 3.28 0.497

8. Brand image 50 4.54 0.579

9. Discounts 50 3.58 0.575

10. Variety 50 4.50 0.647

11.

Special offers 50 3.64 0.776

S.No Particulars Frequency Percent

1 Which type of shoes do you like wear

Formal 10 20.0

Casual 30 60.0

Sports 8 16.0

Any others 2 4.0

2 Do you wear branded shoes

Yes 29 58.0

No 21 42.0

3 Are you aware about the following brands of casual shoes

Nike 12 24.0Action 10 20.0

Adidas 7 14.0

Reebok 6 12.0

Others 15 30.0

4 Which brand does you like most

Nike 12 24.0

Action 10 20.0

Adidas 9 18.0

Reebok 4 8.0

Others, Specify 15 30.0






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VIII. DISCUSSIONS: I think that‟s a rigid, narrow, over simplistic view of the role running shoes play in

menswear, I have been putting together an album of casual running shoes done well. From the mean and std. deviation, it is inferred that the satisfaction level of customers are

moderate with respect to availability of all types of casual shoes, price, all companyshoes, price of quality shoes and payment options.

Most (80%) of the customers are willing to recommend frombranded casual shoes to like. The branded casual shoes may try to keep all types of stores and all brands as per the

requirement of Rich people in that locality.

IX. IMPLICATIONS: The shoes available at Branded casual comparatively costlier than other branded stores,

so middle and lower class may not be affordable to buy from the shoe shop. It isrecommended to offer the branded shoes with reasonable price to attract middle and lowclass people.

Branded casual shoes can improve by keeping all time availability of stocks, so that they

can improve their satisfaction level towards branded shoes. Alumina stores can give discount at high rate shoes and also give free shocks so that they

can retain their customers.

X. CONCLUSION:

Through the research paper entitled, “A study on customer satisfaction towards Branded

casual shoes”, it is concluded that the demographic variables such as age group, gender arehaving less impact on the factors of customers satisfaction. The research outcome also indicatesthat, most of the customers were satisfied towards Branded casual shoes store with respect to thechosen factors. This study also indicates that the customers‟ loyalty towards the Branded casualshoes is also good.

XI. REFERENCES

BOOKS1. Marketing management by Philip Kotler2. Bovee, c. L., Thill, J.V., (1992): Marketing. McGraw-ill, Inc., P. 761.3. Aaker A., Kumar, V., Day, G.s., (1997): Marketing Research., Jhonwiley and Sons Inc.,

P. 776.4. Bovee, c. L., Thill, J.V., (1992): Marketing. McGraw-ill, Inc., P. 761.5. Rajagopal. (2010). Building shopping arousal through direct marketing in showroom

environment.6. Journal of Promotion Management, 16, 445-466.

JOURNALS1. Hickey, Walter (5 June 2013). “22 maps that show how Americans speak English totally

differently from each other”. BUSINESS INSIDER. 2. Mental floss magazine, sept-oct 2008.3. Frederick William Robinson (A prison matron), female life in prison, 2 vols. (London:

Hurst and Blackest, 1862)






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4. Achier, Tandy Colette, p.2013. Customers‟ online shopping preference in masscustomization. Journal of Direct, data and digital marketing practice, 15(1): 20-35

5. 2014 sakes fifth avenue catalog.6. Journal of Promotion Management, 16, 445-466.

WEB REFERENCES1. http://www.businessdictionary.com/definition/customer-satisfaction-survey.html2. http://blog.clientheartbeat.com/why-customer-satisfaction-is-important/3.

http://lexicon.ft.com/Term?term=customer-satisfaction4. http://www.dho.edu.tr/sayfalar/02_Akademik/Egitim_Programlari/Deniz_Bilimleri_Ensti

tusu/Dergi/044_Emrah_Cengiz.pdf5. http://www.rpgroup.org/system/files/An%20Overview%20of%20Customer%20Satisfacti

on%20Models.pdf

http://www.businessdictionary.com/definition/customer-satisfaction-survey.html

http://blog.clientheartbeat.com/why-customer-satisfaction-is-important/

http://lexicon.ft.com/Term?term=customer-satisfaction

http://www.dho.edu.tr/sayfalar/02_Akademik/Egitim_Programlari/Deniz_Bilimleri_Enstitusu/Dergi/044_Emrah_Cengiz.pdf






http://lexicon.ft.com/Term?term=customer-satisfaction

http://blog.clientheartbeat.com/why-customer-satisfaction-is-important/

http://www.businessdictionary.com/definition/customer-satisfaction-survey.html

7_zijbemr_vol5_issue6_june_2015

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