Factors Affecting Consumer Buying Behavior of Shoes in Kolkata: A Case Study

Abstract

This study attempts to analyze the factors influencing the purchase decision of shoes by the consumers in Kolkata. Individual buyers take different factors into consideration while purchasing any commodity, which is a necessity. The probable factors have been classified into four groups - product, price, place and promotion. Based on the ranks provided to the factors by the respondents, opinion scores have been calculated to evaluate the relative importance of the factors in purchase decision making. This study focuses on whether the importance assigned to the different factors vary across gender and income. Identification of the factors will help the shoe-making companies to tailor their marketing and manufacturing strategies to take advantage of these influences in a way that will satisfy both the consumers and marketers. The paper also helps the companies to clearly understand the consumer behavior, so that they can formulate effective strategies and help develop the company and the industry at large.