FOOTWEAR BUYING BEHAVIOUR AND BRAND AWARENESS AMONG COLLEGE STUDENTS
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Date
2019
Authors
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Journal ISSN
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Publisher
MPUT, UDAIPUR
Abstract
The footwear industry is one of the most expeditiously growing industries globally.
The Footwear fashion plays a dominant role in determining footwear consumerism.
Over the past decade, India has been witnessing a rising trend of consumer orientation
towards lifestyle and fashion. India comes on the second number after China as a
global producer of footwear; accounts said its 13% of global footwear production of
16 billion pairs. India exports about 115 million pairs. Approx. 95% of manufactured
products are used to complete their domestic orders.
Footwear fashion is not a commodity anymore. It plays a very vital role in people’s
life. Footwear is an essential part of one’s personality and individuality. Over the past
decade, India has been witnessing a rising trend of consumer orientation towards
lifestyle and fashion. Half of the consumers of India are youth. Youth is the most
diverse, challenging and unpredictable demographic group to know about buying
behaviour. They have their own attitude, personality, perceptions, and beliefs based
on their prior experiences. Young buyers are very demanding about their footwear
fashion and trends, they are ready to expend on footwear.
The present study was undertaken to find out footwear buying behaviour and brand
awareness among college Students. To achieve the objective of the current study,
survey was carried out on 180 college students (only girls) between the age range of
18-25 years of studying in three constituent colleges of Maharana Pratap University of
Agriculture and Technology i.e. College of Technology and Engineering, College of
Dairy and Food Science Technology and College of Community and Applied
Sciences. 60 students from each College were selected by the random method.
90
Major findings revealed that students have both types of (branded/non branded)
footwear in their wardrobe. The majority (66.13%) of students are the decision maker
of their own footwear purchase. Most of the students (35%) would like to purchase
footwear once in 4-6 months and (46.67%) preferred cash more than other digital
methods as a mode of payment. A large number of students purchase footwear from
supermarket (52.36 MPS) and shopping malls (52.08 MPS) according to their need
(85.83 MPS). Comfort (92.22 MPS) is the most important factors considered by
students. Family (65.69 MPS), friends (67.08 MPS) and internet (67.08 MPS) are the
primary source of information for students. From the brand awareness section, it was
found that the majority of students are familiar with brands; Bata is the most popular
brand among students (87.77%). Most of the students (55.27 MPS) considered
branded footwear as their possible option because of durability (93.75 MPS) and
quality (93.33 MPS). Fashion media plays an important role in the purchase of
branded footwear. From factors affecting buying behaviour, it was found that personal
(73.1 MPS), socio-psychological (67.68 MPS) and socio-personal (67.42 MPS)
factors had a great impact on the purchase decisions of students. It was found from
problems faced by students while shopping, (76.16 MPS) of students like to do offline
shopping. Students faced problems of fitting issues (64.58 MPS), price issues (62.36
MPS) and limited choices to choose (60.69 MPS) while purchasing footwear offline,
on the other hand, they faced aesthetic issues (70.97 MPS), fitting issues (69.72 MPS)
and issues related to quality of product (57.5 MPS) while shop online. The study
concluded that footwear buying behaviour play very important role in student life.
Description
Footwear buying behaviour and brand awareness among college Students
Keywords
Citation
Lakhara K. And Babel R.