A Consumer Preference For Branded Shoes in Surat City

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY
Chapter - 1
INDUSTRY PROFILE
NAVNIRMAN INSTITUTE OF MANAGEMENT
PAGE 1
1.1 Indian Footwear Industry Overview

Indian leather industry is the core strength of the Indian footwear industry. It is the engine of growth for the entire Indian leather industry and India is the second largest global producer of footwear after China. Reputed global brands like Florheim, Nunn Bush, Stacy Adams, Gabor, Clarks, Nike, Reebok, Ecco, Deichmann, Elefanten, St Michaels, Hasley, Salamander and Colehaan are manufactured under license in India. Besides, many global retail chains seeking quality products at competitive prices are actively sourcing footwear from India. While leather shoes and uppers are produced in medium to large-scale units, the sandals and chappals are produced in the household and cottage sector. The industry is poised for adopting the modern and state-of-the-art technology to suit the exacting international requirements and standards. India produces more of gents footwear while the worlds major production is in ladies footwear. In the case of chapels and sandals, use of nonleather material is prevalent in the domestic market. Leather footwear exported from India are dress shoes, casuals, moccasins, sport shoes, horrachies, sandals, ballerinas, boots. Non-leather footwear exported from India are Shoes, Sandals and Chappals made of rubber, plastic, P.V.C. and other materials. With changing lifestyles and increasing affluence, domestic demand for footwear is projected to grow at a faster rate than has been seen. There are already many new domestic brands of footwear and many foreign brands such as Nike, Adidas, Puma, Reebok, Florsheim, Rockport, etc. have also been able to enter the market. The footwear sector has matured from the level of manual footwear manufacturing methods to automated footwear manufacturing systems. Many units are equipped with Inhouse Design Studios incorporating state-of-the-art CAD systems having 3D Shoe Design packages that are intuitive and easy to use. Many Indian footwear factories have also acquired the ISO 9000, ISO 14000 as well as the SA 8000 certifications. Excellent
PAGE 2
facilities for Physical and Chemical testing exist with the laboratories having tie-ups with leading international agencies like SATRA, UK and PFI, Germany. One of the major factors for success in niche international fashion markets is the ability to cater them with the latest designs, and in accordance with the latest trends. India, has gained international prominence in the area of Colours & Leather Texture forecasting through its outstanding success in MODEUROP. Design and Retail information is regularly made available to footwear manufacturers to help them suitably address the season's requirement. The Indian Footwear Industry is gearing up to leverage its strengths towards maximizing benefits. Strength of India in the footwear sector originates from its command on reliable supply of resources in the form of raw hides and skins, quality finished leather, large installed capacities for production of finished leather & footwear, large human capital with expertise and technology base, skilled manpower and relatively low cost labor, proven strength to produce footwear for global brand leaders and acquired technology competence, particularly for mid and high priced footwear segments. Resource strength of India in the form of materials and skilled manpower is a comparative advantage for the country. The export targets from 2007-08 to 2010-11 as tabulated below reflects the fact that footwear sector is the most significant segment of the Leather Industry in India. The export targets from 2007-08 to 2010-11 (In Million US$) Product 2006-07 Actual Export Leather Footwear 688.05 1212.25 726.85 1967.88 785.00 2597.60 847.80 3428.83 915.63 4526.05 2007-08 2008-09 2009-10 2010-11
PAGE 3
Garments Leather Goods
308.98 690.66
358.53 733.34 105.66 3892.26
372.87 798.69 127.85 4682.01
387.78 870.06 154.70 5689.17
403.30 948.04 187.19 6980.21
Saddlery & Harness 81.85 Total 2981.79
India has emerged in recent years as a relatively sophisticated low to medium cost supplier to world markets The leather industry in India has been targeted by the Central Government as an engine for economic growth. Progressively, the Government has prodded and legislated a reluctant industry to modernise. India was noted as a supplier of rawhides and skins semi processed leather and some shoes.
In the 1970s, the Government initially banned the export of raw hides and skins, followed this by limiting, then stopping the export of semi processed leather and encouraging local tanneries to manufacture finished leather themselves. Despite protestations from the industrialists, this has resulted in a marked improvement in the shoe manufacturing industry. India is now a major supplier of leather footwear to world markets and has the potential to rival China in the future (60% of Chinese exports are synthetic shoes). India is often referred to as the sleeping giant in footwear terms. It has an installed capacity of 1,800 million pairs, second only to China. The bulk of production is in mens leather shoes and leather uppers for both men and ladies. It has over 100 fully mechanised, modern shoe making plants, as good as anywhere in the world (including Europe). It makes for some upmarket brands including Florsheim (US), Lloyd (Germany), Clarks (UK), Marks and Spencer (UK). India has had mixed fortunes in its recent export performance. In 2000, exports of shoes were US$ 651 million, in 2001 these increased to 663 million but declined in 2002 to 623 million dollars (See Statistics).
PAGE 4
The main markets for Indian leather shoes are UK and USA, which between them take about 55% of total exports. India has not yet reached its full potential in terms of a world supplier. This is due mainly to local cow leather that although plentiful, has a maximum thickness of 1.4 1.6mm, and the socio / political / infrastructure of the country. However, India is an excellent supplier of leather uppers. Importation of uppers from India does not infringe FTA with Europe or the USA. The potential is set to change albeit slowly, but with a population rivaling China for size, there is no doubt the tussle for world domination in footwear supply is between these two countries. Following are highlights of the Indian footwear Industry (as compiled by ET) India is the second largest producer of footwear in the world after China India accounts for 15% of the global footwear industry Estimated size of the footwear market in India stands at Rs 16,000 crore, it will be doubled till 2015. Unorganized players account for almost 65% of the market India produces 2065 million pairs of footwear each year Leather shoes 909 million Leather shoe uppers - 100 million Non- Leather footwear- 1056 million
1.2 Introduction about Shoes

Sole The bottom of a shoe is named the sole. Insole The insole is the interior bottom of a shoe, which sits directly beneath the foot. Many shoes have removable and replaceable insoles, and extra insoles are often added for comfort or health reasons (to control the shape, moisture, or smell of the shoe).
PAGE 5
Outsole The outsole is the layer in direct contact with the ground. The material of the outsole depends on the function, dressiness, and quality of the shoe, but is generally very durable material, since it experiences the most stress. Dress shoes have leather outsoles; casual or work-oriented shoes have outsoles made of natural rubber or a synthetic imitation. The outsole may comprise a single piece, or may comprise separate pieces of different materials. Often the heel of the sole is rubber for durability and trAction, while the front is leather for style. Specialized shoes will often have modifications on this design: athletic cleats have spikes embedded in the outsole to grip the ground; many kinds of dancing shoes have much softer or harder soles. These soles can be as hard as concrete, and very sturdy. Heel The bottom rear part of a shoe is the heel. These come in a variety of sizes and are usually made to support the large stresses applied to the heel of the foot. They are often made of the same material as the sole of the shoe. This part can be high to make the person look taller, or flat. Vamp, or upper Any shoe has an upper part that helps hold the shoe onto the foot. In the simplest cases, such as sandals or flip-flops, this may be nothing more than a few straps for holding the sole in place. Closed footwear, such as boots, sneakers and most men's shoes, will usually have a more complex upper. This part is normally decorated or is made in a certain style to look fashionable and attractive for the buyer. Accessories to shoes
1.
Shoe horn - can be used to insert a foot into a shoe by keeping the shoe open and providing a smooth surface for the foot to slide upon
2.
Shoe tree - placed inside the shoe when user is not wearing it, to help maintain the shoe's shape
3.
Shoe polishing equipment:
PAGE 6
4.
Shoe polish - a waxy material spread on shoes to improve appearance, glossiness, and provide protection
5. 6.
Shoe brush and polishing cloth - used to apply polish to shoes Overshoes or galoshes - a rubber covering placed over shoes for rain and snow protection
7.
(Orthopedic) shoe insert - insert of various materials for cushioning, improved fit, or reduced abrasion. These include padding and inner linings. Inserts may also be used to correct foot problems
8.
Shoe bag - a bag that protects shoes against damage when they are not being worn
9.
Shoe stretcher - a tool for making a shoe longer or wider or for reducing discomfort in areas of a shoe
10. Snow shoe - a wooden or leather piece which increases the area of ground
covered by the shoe
Types of shoes:
Dress and casual shoes Dress shoes are categorized by smooth and supple leather uppers, leather soles, and narrow sleek shape. Sturdy leather uppers, non-leather outsoles, and wide profile characterize casual shoes. Some designs of dress shoes can be worn by either gender. The majority of dress shoes have an upper covering, commonly made of leather, enclosing most of the lower foot, but not covering the ankles. This upper part of the shoe is often made without apertures or openings, but may also be made with openings or even itself consist of a series of straps, e.g. an open toe featured in women's shoes. Shoes with uppers made high to cover the ankles are also available; a shoe with the upper rising above the ankle is usually considered a boot but certain styles may be referred to as high-topped shoes or high-tops. Usually, laces or zippers secure a high-topped shoe, although some styles have elastic inserts to ease slipping the shoe on.
PAGE 7
Shoes made from real crocodile skin, in a conservation exhibit at Bristol Zoo, England Men's shoes Men's shoes can be categorized by how they are closed:
1.
Balmorals - the vamp has a V-shaped slit to which the laces are attached; also known as "closed lacing." In England, the balmoral is known as the Oxford. American clothing companies to market shoes that are not Oxfords, such as rubber-sole bluchers, use the word Oxford.
2.
Blchers - the laces are tied to two pieces of leather independently attached to the vamp; also known as "open lacing." In England, the Blucher is known as the Derby shoe.
3.
Monk-straps - a buckle and strap instead of lacing
Various other closings exist but are less popular such as side-elastic closings. Men's shoes can also be decorated in various ways:
1. 2.
Plain-toes - have a sleek appearance and no extra decorations on the vamp. Cap-toes - has an extra layer of leather that 'caps' the toe. This is possibly the most popular decoration
3.
Wing tips - The toe of the shoe is covered with a perforated panel, the wing tip, which extends down either side of the shoe. Wing tips can be found in both balmoral and blucher styles. In England this is called a brogue.
Women's shoes: There are a large variety of shoes available for women. Some broad categories are: Pumps, known in the US as ballerinas or skimmers, are shoes with a very low heel and a relatively short vamp, exposing much of the instep. They are popular for warm-weather wear, and may be seen as more comfortable than shoes with a higher heel. High heels may be shoes with heels 2 inches (5 cm) or higher. They are often seen as having more sex appeal than low heels (see article for discussion) and are thus commonly worn by women for formal occasions or social outings.
PAGE 8
1.
Sneaker boot and sneaker pump - a shoe that looks like an athletic shoe, but is equipped with a heel, making it a kind of novelty dress shoe
2.
Boots - Long shoes (covering the ankle) frequently made of leather. Some are designed to be used in times of bad weather, or simply as an alternate style of casual or dress wear. Styles include rubber boots and snow boots, as well as work boots and hiking boots.
3. 4.
Slippers - Usually for night use, commonly worn with pajamas Athletic shoes -Men's and women's athletic shoes and special function shoes often have less difference between the sexes than in dress shoes. In many cases these shoes can be worn by either sex. Emphasis tends to be more on function than style.
5.
Sneakers/trainers (also called gym shoes or tennis shoes) - general purpose athletic shoes; made out of rubber, cloth, and/or plastic to be lightweight, flexible, and have good trAction. Special varieties available for basketball or tennis.
6. 7. 8.
Running shoes - very similar to above, with additional emphasis on cushioning. Track shoes - lightweight; often with plastic or metal cleats Cleats - a type of shoe featuring molded or removable studs. Usually worn while playing sports such as rugby, football, American football, or baseball
9.
Golf shoes - with "spikes" for better grip in grass and wet ground. Originally the spikes or "cleats" were made of metal but replicable "soft spikes" made of synthetic plastic-like materials with prongs distributed radically around the edge of each spike are much more common today (and are required on many golf courses since they cause less damage to the greens)
10. Bowling shoes - intermediate style between ordinary dress shoes and athletic
shoes. They have harder rubber soles/heels so as not to damage bowling alley floors. They are often rented or loaned at bowling alleys.
11. Climbing shoes, also known as hiking shoes or boots - usually have a high
somewhat stiff upper with many lace eyelets, to provide ankle support on uneven terrain, with extra large trAction on the sole.
PAGE 9
12. Walking shoes - have a more flexible sole than the running shoe, lighter in
weight than the hiking boot, may have air holes, may not be water proof.
13. Skating shoes - typically called skates. They have various attachments for skating
on the bottom of the shoe portion. a. Ice skates b. Roller skates c. Inline skates
14. Ski boot - a large, thick plastic boot specially designed for attachment to the ski. 15. Skateboarding shoes have flat soles for a better grip on a skateboard. They are
very wide and have extra layers of padding to protect the skateboarders feet. Many young people wear them for comfort.
16. Cycling shoes are equipped with a metal cleat to interface with clip less pedals, as
well as a stiff sole to maximize power transfer and support the foot.
17. Snowshoes are special shoes for walking in thick snow. In temperate climates,
snowshoes are used for mostly recreational purposes in winter.

18. Orthopedic shoes 19. Orthopedic or "comfort" shoes are made with pedorthic and anatomically-correct
comfort qualities, such as padded removable foot beds, wide toe boxes and arch support are made especially for those with problematic feet. Dance shoes
1.
Pointe shoes - shoes designed for ballet dancing, which have the toe box stiffened with glue and a hardened sole so the dancer can rise on the tips of her (or his) toes
2.
Ballet slipper - heel-less slippers made of canvas or leather, with usually a leather sole that may be continuous or in two parts (split-sole) - stiffer leather sole over the ball of the foot and over the heel, with the part of the shoe under the arch made of the softer material of the upper, so as the foot can be pointed to its utmost. Elastic straps usually secure ballet slippers. They are most commonly
PAGE 10
pink, white, black, or pale tan, although they may be made in specialty colors such as red or blue.
3.
Jazz shoe - similar in basic structure to a split-sole ballet slipper, jazz shoes usually have a longer vamp, securing the foot by laces or elastic inserts. Unlike ballet slippers, jazz shoes usually have a low (1" or under) heel.
4. 5.
Tango/flamenco dance shoes Dance sneakers (or dansneakers)- a combination of a sneaker and a dance shoe, with a block toe like a ballet slipper
6.
Character shoes - shoes with a 1"-3" heel, which are usually made of leather, and often have one or more straps across the instep to secure the foot during dance. They may come in soft-soled (suede) or hard-soled varieties. They may be adapted into tap shoes by attaching taps.
Work shoes Work shoes are designed to stand heavy wear, to protect the wearer, and provide high trAction. They are generally made from sturdy leather uppers and non-leather outsoles. Sometimes they are used for uniforms or comfort by nurses, waitresses, police, military personnel, etc. They are commonly used for protection in industrial settings, construction, mining, and other workplaces. Protective features may include steel-tipped toes and soles or ankle guards. Maintenance Breaking-in - Some shoes are made of hard but deformable material. After a person wears them multiple times, the material reforms to fit the wearer's feet. The person is said to have broken in the shoes. Polishing - for protection, water resistance (to some extent) and appearance, especially for leather shoes and boots. Heel replacement - heels periodically wear out. Not all shoes are designed to enable this. Sole replacement - soles also wear out. Not all shoes can have their soles replaced.
PAGE 11
Shoelace replacement. When unfit for use, shoes can be treated as trash or municipal solid waste and disposed of. The exception can be with most athletic sneakers which can be recycled and turned into other raw materials. See Nike Grind as an example.
PAGE 12
Chapter - 2
COMPANY PROFILE
PAGE 13
2.1 Features of various major branded shoe company:

Reebok
Reebok is known as one of the leading innovators of athletic shoe. Known for its design and superior technology. Popular for aerobic, fitness and tennis styles. Mostly preffered styles are Reebok Classics and the cutting edge style of Rbk.
Nike
Nike produces a wide range of sports equipment. Started with Track running shoes and basketball shoes. Also available in Wide range of sports shoes including track & field, football, baseball, tennis, soccer, lacrosse, cricket, and golf. Nike is positioned as a premium-brand, selling well-designed and expensive products. Available in wide range for men, women and children.
Bata
High quality, comfortable and stylish shoes. Available in Europe and leading stores of asia & the middle east. Range for men, women and kids. Using modern technology. Diversity with ranges in running, training, court, basketball, football and Outdoor
Action
experience in footwear industry It is synonymous with quality shoes Range for whole family i.e men, women and kids. Diversity with ranges from casuals to formals; from daily wear to sports wear and from an elegant collection for ladies to a fun range for kids.
PAGE 14
Available
in
Delhi,
Haryana,
Himachal
Pradesh
and
Daman
etc.
Action group endorses the principles of social responsibility.
Lakhani
The Lakhani Group one of the largest footwear manufacturers in India. Lakhani Vardaan is a market leader today, in beach & casual/sports footwear in India. Available for men, women and kids. Known for good quality.
Liberty
Their main foray is in mens shoes and childrens school shoe. The company has created a range of 10 brands to exclusively cater to specific target groups. 3 exclusive men brands, 2 exclusive women brands, 1 exclusive brand for children, 3 unisex brands of which 2 are sports shoes brands and one is a safety shoe brand for industrial workers. The company has also expanded their product range to cater to the entire family (men, women and kids). Company is known for its quality and soothe.
2.2 Features of the Product:

1) Quality worth the money spent on : Price of branded shoes starts from Rs 800 onwards. These shoes are very beautifully designed and fashionable. Purchase is worth of quality. 2) Very trendy and fashionable: If you are ready to spend around Rs 2,000/- or above brands offer you a wide variety of trendy and fashionable shoes. You could be sure to acquire stone & pearl worked sandals best suited to your occasion and kids shoes are also available in different colours. 3) Long and durable:
PAGE 15
Branded shoes are really meant for longevity. Due to its longevity and durability branded shoes are preferred by those who dont believe in frequent changing of shoes. 4) Padded Layers to provide comfort: Branded shoes also provide the customers with padded layers in the shoes in order to provide much more comfort than other shoes. 5) Incredible range: Branded shoes also provide incredible range of shoes to there customers so, that they can have a variety of choice. Many Indian consumers now spend as much on footwear as on apparel and change their shoes for different occasions, helping expand footwear range from formals, casuals and home wear to weddings, monsoons, clubwear, sportswear, adventure, beachwear and lounge wear. They have also helped the footwear industry almost double in the past five years to an estimated Rs 20,000 crore and prompted retailers to widen their footprint with some urgency.
2.3 Factors Affecting Demand for Shoes:

As a retailer, the first rule is to understand the triggers for purchasing your product. Knowing the factors affecting demand for shoes enables you to respond more quickly to the needs of the market. Below are the common factors affecting demand for shoes: 1) Price. :USA consumers are extremely price conscious and value driven. Four out of every ten pairs of shoes is sold at a discount. The essence of consumers demand response is to buy less at high prices and more at lower prices.Consumers are generally price-conscious when buying shoes: they often come to a store with a threshold price (say $150) and then they look for a pair within their budget and best fits their criteria. Others even select low-priced items to be able to buy several pairs, without going above their budget. With the advent of discount shoe stores, even branded shoes can be bought at significant discounts. Unless you are catering to high-income market where clients buy several Manolo Blahniks or
PAGE 16
Jimmy Choo shoes at a single purchase, you need to carefully check how your market is responding to your prices. 2) Demographics. The characteristics and size of the population also impacts the demand for shoes. Heavily populated areas like cities have greater demands for shoes relative to smaller towns. The demographics of the area surrounding your store also impact the selection of your merchandise. If your store is located in the beach area, you need to stock up on sandals, flip-flops and other must-have beach shoe items. If you are located in the middle of the busy downtown area or business section of your town, you may find that corporate and formal shoes are in greater demand relative to other shoe types. 3) Changes in Disposable Income. Income dictates the choice and frequency of purchase of shoes. A family with increasing incomes may find itself having more money available for the purchase of shoes. A family with shrinking income, however, may find shoe purchase at the bottom of their priority. For a high-income area, you can expect a strong demand for brand names, particularly high-end types of shoes. Low-income areas are more likely to be price-conscious: your customers will demand good quality shoes for lower prices. 4) Weather. Weather is a major determinant in the selection and choices of shoes. Sandals and thongs see a surge in popularity during the hot summer months, while boots are in great demand during the colder months. Your inventory needs to take into account the seasons in buying your inventory. 5) Fashion Trends. Fashion dictates what sells for shoes. The fashion runways exert heavy influence on what will be seen on the shelves of shoe stores. Fashion creates demand for the current must have items: it can be clogs the past season and ballet shoes the following season. Hence, it is critical to be on the lookout for the next fashion must have item and make sure that you will be able to cater to the needs of the fashionistas. The drawback, of course, is when you overstock on a particular style when the fashion trends have already moved to the next must have shoes.
PAGE 17
6) Target market. Your target market specifically their age and buying power -also shapes the look, feel, styles and product offerings of your shoe store. Baby boomers (those born from 1946 to 1964) as well as older members of the Generation Y (born from 1977 to 1994) typically have greater wealth, and can therefore, afford to buy more expensive shoes. Today s younger generations including teenagers have greater spending money (e.g. parents credit cards, higher allowances) and can afford to shop shoes for themselves. 7) Economic Factors. The shoe industry typically follows the volatility of economic swings and downturns. A surging economy often leads to good sales, while sales may take a nosedive during economic recessions and bust.
2.4 Marketing Mix

2.4.1 Product
Features of shoes Pores in the pads, so that the fragrance can move upward Liquid with different fragrances (mild & strong) Acupressure in built in the pad Magnetic pads- to control the blood pressure Different color & designs Refilling of the fragrance in the pads Range for male, female, children. Light weight
PAGE 18
Types Of the Product Formal shoes:Brands has a wide variety of formal shoes starting from Rs. 1445 onwards. These shoes are light in weight, comfortable and attractive.
Casual shoes:Branded casual shoes are more in demand among the youths. They provide good quality, comfort and classic look to their customers. These shoes are available for Rs.1100 onwards. Shoes are available in full size from 1 to 13.
PAGE 19
Athletic shoes:These shoes are beautifully designed and they provide ankle coverage, lightweight and durability to their customers. Shoes are available for Rs.1500 onwards.
Trekking shoes:Trekking shoes are the most known shoes in the market. These shoes have excellent foot grip. They also provide good cushioning and deep treaded sole for all terrains, dust, mud, ice, water. These shoes are available for Rs 1600 onwards
Narrow edge shoes:-
PAGE 20
Narrow edge shoes are very in now days. These are easy pointy shoes made out of swed leather, which looks accurate at normal distance. They are not as difficult to walk in as it looks. These shoes are available for Rs. 1700 onwards.
Sandals:These sandals are stylish in design with fantastic colours option, well padded soles and great grip. The company uses smooth and exotic leather for making of this shoe. They are available for Rs. 700 onwards.
2.4.2 Price
Price of shoes is totally based on the relative prices of the other available brands in the market Lakhani Action Liberty Bata M&B Nike Reebok
PAGE 21
Adidas Red tape Lomani Wood land Puma Pricing Strategy Out pricing polices will be based on value based pricing and competitive based pricing, We wont be using price skimming technique as it is only for the technical products. Since our quality of product is good and we have number of different features provided , there is in the price ranges from 1500 to 5000. Segment wise classification of price ranges in the mens footwear segments: Segments Mass market Economy market Sports market Premium leathers Luxury Price Ranges in Rs 185 700 700- 1000 1000 3000 3000- 5000 10000- 50000 % of growth 60% (Liberty Bata) 30% (Bata Liberty) 7% (Nike Adidas) 5% (Charles and Keith) 1% (Gucci Louis Vuitton)
2.4.3 Place
Where the products are locketed: Headquarters in delhi supported by multiple manufacturing and development units in states likeRajasthan. Uttar Pradesh Daman etc No. of executives are customer geographies with the purpose of creating and nurturing channel partners as well as customer relationship.
PAGE 22
Market Coverage Targeting 70%of total customers Mainly outlets in urban and sub urban areas They have their individual stores as well as available at big shopping malls and departmental stores selling shoes allover the world or at national level. for an example Nike has more than 20,000 retailers in 200 countries. They sell their products through individuals, auxiliaries and licensees. Production units, operational units and customer services are in all over the nation.
2.4.4 Promotion
Advertising Posters and Hoardings Visual media Printed ( Newspapers, magazines ) Radios(All FM radio channels.) Public Relations follow CRM ( customer relation management ) techniques corporate social responsibility.
2.5 Segmentation Procedure

Segment A market segment consists of a group of customers who share a similar set wants. The marketer does not create the segments; the marketers task is to identify the segments and decide which one(s) to target. Segment marketing offers several benefits over mass marketing. All the branded shoe making company believe that they can create a more fine-tuned product or service offering and price it appropriately for the target segment.
2.5.1 Basis Of Segmentation

NAVNIRMAN INSTITUTE OF MANAGEMENT PAGE 23
1) Geographic Segmentation : Calls for dividing the market into different geographical units, such as, nations, states, regions, cities or neighborhoods. They will be operating basically in the Urban and Suburban areas and tend to slowly and steadily expand business.
2) Demographic Segmentation : In this the market is divided into groups on the basis of variables such as age, family size, family life cycle, gender, income , occupation, religion, generation, nationality and social class. They are basically catering to children above 15years of age and adults.
3) Psychographic Segmentation
: In psychographic segmentation, buyers are
divided on the basis of lifestyle or personality or values. People within the same demographic group can exhibit very different psychographic profiles. Keeping the aforesaid in view we have laid special emphasis on the attitudes, interests and activities. Moreover we have tried to analyze the different personality traits of the individuals surveyed. For instance youngsters wish to go in for more abstract designs and peculiar fragrances. They believe in the notion to be DIFFERENT!!!! Office going ladies want something smart and comfortable because they have to do all the chores (of the house as well as of the office ). Office going males want something very comfortable and a very strong fragrance because they have to wear the same footwear all day long.
4) Behavioral Segmentation: Here the buyers are divided into groups on the basis of their knowledge of, attitude toward, use of, or response to a product. Like many marketers I also believe that behavioral variables occasions, benefits, user status, usage rate, loyalty, buyer- readiness stage, and attitude are the best starting points for constructing market segments. I have designed the questionnaire keeping in mind the above parameters.
PAGE 24
Chapter 3
THEORITICAL FRAMEWORK
PAGE 25
3.1 Promotion
Promotion is one of the four elements of marketing mix (product, price, promotion, place). It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision. The following are two types of promotion: 1. Above the line promotion: Promotion in mass media (e.g. TV, radio, newspapers, internet, mobile phones, and, historically, illustrated songs) in which the advertiser pays an advertising agency to place the advertisement 2. Below the line promotion: All other promotion. Much of this is intended to be subtle enough for the consumer to be unaware that promotion is taking place. E.g. sponsorship, product placement, testimonials, sales promotion, merchandising, direct mail, personal selling, public relations, trade shows The specification of five elements creates a promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity .A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. Fundamentally, however there are three basic objectives of promotion. These are: 1. To present information to consumers as well as others 2. To increase demand 3. To differentiate a product. There are different ways to promote a product in different areas of media. Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts, free items, or a contest. This is to increase the sales of a given product.
PAGE 26
3.2 Promotional Mix

It is not enough for a business to have good products sold at attractive prices. To generate sales and profits, the benefits of products have to be communicated to customers. In marketing, this is commonly known as "promotion". Promotion is all about companies communicating with customers. A business' total marketing communications programme is called the "promotional mix" and consists of a blend of advertising, personal selling, sales promotion and public relations tools. In this revision note, we describe the four key elements of the promotional mix in more detail. It is helpful to define the four main elements of the promotional mix before considering their strengths and limitations. (1) Advertising Any paid form of non-personal communication of ideas or products in the "prime media": i.e. television, newspapers, magazines, billboard posters, radio, cinema etc. Advertising is intended to persuade and to inform. The two basic aspects of advertising are the message (what you want your communication to say) and the medium (how you get your message across) (2) Personal Selling Oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale". (3) Sales Promotion Providing incentives to customers or to the distribution channel to stimulate demand for a product.
PAGE 27
(4) Publicity The communication of a product, brand or business by placing information about it in the media without paying for the time or media space directly otherwise known as "public relations" or PR.
3.3 Advantages & Disadvantages of Promotion

Advantages Sales promotions have a significant effect on the behaviour of consumers and trades people. Such promotions can bring in more profits for the manufacturers because they permit price discrimination. 1. Price discrimination: Producers can introduce price discrimination through the use of sales promotions. They can charge different prices to different consumers and trade segments depending on how sensitive each segment is to particular prices.Coupons, special sales events, clearance sales and discounts are examples to explain the phenomenon.
Often such price discrimination are offered in specific cities in the country,Bajaj Auto Ltd. started the scheme on 20th august 2001, where by if you buy a Bajaj Spirit twowheeler you get Rs.3000/- off, valid only in Ahmedabad. 2. Effect on consumer behaviour: As sales promotions are mostly announced for a short period, customers may feel a sense of urgency and stop comparing the alternatives. They are persuaded to act now rather than later.With every 500g pack of Tang, you get a free Tang glass. Offer valid only till stocks last.
PAGE 28
3. Effect on trade behaviour: Short-term promotions present an opportunity and encourage dealers to forward buy. This forward buying ensures that retailers wont to go out of stocks. As dealers have more than the normal stocks, they think it advisable to advertise in local media, arranged displays and offer attractive promotion deals to consumers. These actions help in increasing the store traffic. Buy 2 dozen shampoo sachets & get 2 sachets free. 4. Regional Differences: The South is generally characterised by greater degree of going out and people tend to drink outside the house. The Tamilian, consumer in particular, is value oriented, rational and looks up to film stars, while the Keralite is more international in his outlook. The Bangalorean is as Cosmopolitan as his Mumbai or Delhi counterpart. Such factors have to be taken into consideration while providing incentives to the customers. Disadvantages While sales promotion is a powerful and effective method to produce immediate short term positive results, it is not a cure for a bad product or bad advertising. In fact, a promotion is speed up the killing of a bad product. 1. Increased price sensitivity Consumers wait for the promotion deals to be announced and then purchase the product. This is true even for brands where brand loyalty exists. Customers wait and time their purchases to coincide with promotional offers on their preferred brands. Thus, the routine sales at the market price are lost and the profit margin is reduced because of the discounts to be offered during sale-season. The Diwali Bonanza Offers on electronic goods. 2. Quality image may become tarnished:
PAGE 29
If the promotions in a product category have been rare, the promotions could have a negative effect about its quality image. Consumers may start suspecting that perhaps the product has not been selling well, the quality of the product is true compared to the price or the product is likely to be discontinued because it has become outdated. The Smile Powder offer of Buy 1 and get 2 free went on and on. Ultimately people stopped asking for the product as the on-going sales promotion strategy made the customers perceive it to be a cheap and an inferior product. 3. Merchandising support from dealers is doubtful: In many cases, the dealers do not cooperate in providing the merchandising support nor do they pass on any benefit to consumers. The retailer might not be willing to give support because he does not have the place, or the product does not sell much in his shop, or may be he thinks the effort required is more than the commission/benefit derived.
PAGE 30
Chapter - 4
RESEARCH METHOLOGY
PAGE 31
4.1 Reseach & Sampling

Research problems - A Study On Consumer Preference For Branded Shoes in Surat city Research Methodology - Exploratory method Sampling Frame - In our survey report General Public of SURAT City is a sampling frame Sampling Methods Sample Size Primary Data Convenience sampling 100 Interview through Questionnaire
While deciding about the sample of the project, it is required from the researchers point to pay attention to these under mentioned points: Sample Units: A decision has to be taken concerning a sampling unit before selecting a sample, sampling unit may be a geographical one such as state, district, village Etc. so in this research sampling unit is Surat City. Source of data: Data required for the study was collected through primary sources i.e. Market Survey and the market area is Surat. Sampling size: This refers to the no. of items to be selected from the universe to constitute a sample. This is a major problem before the researcher. The size of sample should neither be excessively large not too small, it should be optimum. This size of population must be kept in view for this also limits the sample size .Sample size in this research is 100.
Instruments Used Primary data collected through sample survey from the selected elements in malls and super markets and college. So for this purpose I have used the most popular tool of primary data collection through direct communication with respondents. The tools I used are questionnaires.
PAGE 32
4.2 Method Of Data Collection

Actually data is of two kinds which are followingPrimary Data: Primary data are those, which are collected afresh and for the first time and this happen to be original in character. Secondary Data: Secondary data are those data which have already been collected by someone else and which have already been used as per required. e.g. Internet
4.3 Project Objective

The research study tends to follow and achieve specific objectives. To study which branded shoes is mostly preferred by people as per their choices. To know the buying behavior of Surat city people regarding choices among various branded shoes. To find out factor influencing the people at the time of purchasing branded shoes Quality, Durability, Variety, Price, and Uses.
4.4 Limitations Of The Study

While surveying I encounter with some problems likeA survey should involve a larger sample size otherwise the findings of the survey can not be generalized. But a larger sample size may increase the time and cost of collecting the primary data with the help of Questionnaire. Many of the respondents were not willing to fill the questionnaire. Another problem which I face was that people were hesitating to give information about their views freely.
PAGE 33
Chapter - 5
DATA ANALYSIS & FINDINGS
PAGE 34
5.1 Data Analysis and Interpretation

Q-1 Which brand you prefer? Brand No.of respondent Adidas 28 Nike 16 Reebok 39 Action 11 Any Others 6
Which brand do you prefer?

Any Others 6%
Action 11%
Adidas 28%
Reebok 39%
Nike 16%
Interpretation: As we can see in the respondent would like to prefer Reebok, because it has build the good reputation and brand name in this shoe making industry , Reebok has brand name thats why people of Surat willing to prefer Reebok. 39% of respondent is prefer Reebok. The 2nd most preferable brand is Adidas. There is competition to Reebok is by Adidas 28% of respondent prefer Adidas. Nike is also one of reputed company ,16% of respondent prefer Nike.
PAGE 35
Action stands at least among previous company, 6% of respondent prefer any other which are not in the list. Q-2 Are the respondent satisfy with the quality of preferred brand? Satisfaction No. of respondent Satisifed Unsatisfied 89 11
Unsatisfied
Unsatisfied 11
Satisifed
Satisifed 89
0
Interpretation:
20
40
60
80
100
Almost 89% of respondent are satisfied with their preferred brand ,that means respondent are getting the quality and they are not disappointed in the matter of quality by the companies. The companies are very conscious about good quality of the product. 11% are not satisfied with the quality preferred brand.
PAGE 36
Q-3 Are the respondent satisfied with the price range of preferred brand.? Categories Satisfied Unsatisfied No comment No. of respondent 54 34 11
60 50 40
Satisfied, 54
Unsatisfied, 34
No comment, 11
30
20 10 0 Interpretation:
55% of respondent are satisfied with the price range.
According to
customers branded shoes are easily available in the market and they are satisfied with the quality & durability of the shoes. More than half of the respondent are satisfied with the price range offer offered to them. 34% of respondent are not satisfied with the price because the branded shoe are very costly as per the style and trend.Although some customers are unhappy with the higher prices with branded shoes.This can be seen with the above diagram. 11 % of the respondent did not want to comment on this question.
PAGE 37
Q-4 What if the price of the preferred brand increases will they purchase again? Brands Same brand Cheaper brand Any other brand No. of respondent 60 23 17
Cheaper brand, 23
Anyother brand, 17
Same brand, 60
Interpretation: 60% of the respondent are loyal towards their preferred brand,that means they do not want any change in their preferred brand. 23% of the respondent will prefer cheaper brand, because they are price conscious. if they are allowed to choose brand at low price, they will purchase cheaper brand than the preferred brand. 17% respondent said they will purchase shoe from different brand.
PAGE 38
Q-5 How do they consider the importance of branded shoes? Factors Durability comfort style price no of Respondent 36 22 11 8
personality 23
40
35 30
Durability personality comfort
25
20 15
36 23
22 11
style
10
5 0
price
Interpretation: In this 36% of the respondent are vary considered branded shoes for the high durability, this respondent think that branded shoes are more durable than non-branded. 23% of respondent think that branded shoes are wore for the personality, this respondent feel that branded shoes increases their image. 22% of respondent prefer branded shoe for comfort, they . 11 % of respondent prefer branded shoe for style. 8% of respondent prefer branded shoe for style price.
PAGE 39
Q-6 what factor influence you to go for a particular brand? Factors Quality Price Durability No.of respondent 58 21 16
Promotion 5
Quality
0
Price
Durability
Promotion
variety
variety Promotion Durability Price Quality
5 16 21 58
Interpretation: In this 58% of respondent are influenced by quality factor of branded shoe, Where as 21% of respondent are influenced by price factor, 16% of respondent are influenced by durability factor, 5% of respondent are influenced by promotion factor. It is also found that the advertising done by companies, it is not sufficient according to the customers. none of the respondent are influenced by variety factor.
PAGE 40
Q-7 Do you normally switch over brand? Categories Yes No No.of respondent 72 18
80 70 60 50 40 30
Yes 72
20
10 0
No 18
Interpretation: Yes they do,72% of respondent usually switch the brand, they would like to change in the branded shoe. Rest 18% of respondent do not want to change their preferred brand.
PAGE 41
Q-8 Does the advertising play any role in selection of brands of shoe? Categories No. of respondent Yes No 68 32
Yes 68
No 32
Yes
No
20
40
60
80
100
120
Interpretation: 68% of respondent said yes, according to them Advertisement plays a crucial role while selecting brands of shoe , 32% of respondent do not agree that advertising plays any role while selecting brands of shoe.
PAGE 42
Q- 9 What kind of promotion tool they prefer? Promotion Tool Buy 1 Get 1 Discount Lucky coupon Free gift No.of respondent 38 32 18 12
40 35 30 25 20 15 10
38 32
Buy 1 Get 1 Discount
Lucky coupon
18 12
Free gift
5
0
Interpretation: 38% of respondent want to prefer buy 1 get 1 scheme, according to them this is very beneficial scheme for them. 32% of respondent want discount scheme in branded shoes, thats why during sale season sales of branded shoe increases. 18% of respondent want lucky coupon. 12% of respondent want free gift with branded shoe.
PAGE 43
Q-10 Are you willing to buy the preferred brand at lower price with negligible damage? Categories No.of respondent Yes No 54 46
Are you willing to buy the preferred brand at lower price with negligible damage? Yes No
54
46
Yes
No
Interpretation: 54% respondent willing to buy preferred brand at low price with negligible damage, 46%of respondent do not want to buy preferred brand at low price with negligible damage, they are quality conscious towards the brand.
PAGE 44
Q-11 Is there any impact of celebrity on your purchase of sports shoe? Categories No.of respondent Yes No 77 23
Yes 77
No 23
20
40
60
80
100
120
Interpretation: 77% of respondent said that yes celebrity impact a lot on purchase of sports shoe, sports person are the influencer to the consumer, consumer purchase sports shoe taking into consideration the brand image of sports person. Celebrities have a special impact in the mind of the consumers that affects the purchasing sense of consumers. 23 % of respondent said that celebrity does not impact while purchasing sport shoe.
PAGE 45
Q-12 Will you purchase another brand of same quality with less price? Categories No.of respondent Yes No 64 36
No 36
Yes No
Yes 64
Interpretation: 64% of respondent will choose another brand of same quality with less price 36% of respondent will not purchase another brand of same quality with less price.
PAGE 46
Q-13 Do you think weight is a factor for choosing brand. Categories No.of respondent Yes No 68 32
Do you think weight is a factor for choosing brand ?
No
No 32
Yes
Yes 68
10
20
30
40
50
60
70
80
Interpretation: 68% of respondent have said that yes weight is a factor for choosing brand. Most of the users preferred to wear lighter shoe. 32% of respondent have said no.
PAGE 47
5.2 Research finding:

After assessing the overall market scenarios what came in picture was As follows: Consumer reactions suggests that Reebok is the market leader among all its close counterparts in the branded shoe and apparel segments. People are still expecting some thing more from Reebok. Adidas is chasing its position most aggressively so now it requires maintaining its position with new stuff. The customers want quality of the product so that durability of the product is the can be maintained. The customers normally switch over to the brand, they will purchase that brand of shoe which they consider as comfort and price. Reasons being its restrictive manufacturing in India, and the cost of the products are not affordable as compared to European and U.S market.
PAGE 48
Chapter 6
Suggestions & Recommendation
PAGE 49
Suggestions & Recommendation:

The company must ensure that promotional schemes are distributed properly by the distributors. Sales promotion schemes are important to influence the consumer. The retailer was dissatisfied by the promotional schemes of the company Companies should focus more on kids range.
Conclusion:
From the field-study conducted at the showrooms and colleges located at Surat city, I am able to conclude that people buy branded shoes mostly because of comfort and they mostly go for the quality & brand value of the product. The product quality & comfort along with style & promotional strategies of using sports celebrities as their endorser are helpful to gain the significant market share. Reebok positions itself as fitness and comfort providing good shoe manufactures. Nike and Adidas Positions itself as a producer of designer and stylish sports performance brand In my Marketing research I found that the demand of is going to increase day by day. The Shoe making companies should participate in advertising to acquire as much benefits as possible, thus competing successfully with other operators.
PAGE 50
Bibliography
PAGE 51
The lists of reference for the purpose of completing this marketing project are as given below:
http://www.adidas-group.com/en/investorrelations/strategy/global_sales/default.aspx http://www.researchandmarkets.com/reports/1596176/india_apparel_and_footwear_mark et_outlook_to_2015 http://www.rncos.com/Report/IM601.htm http://industrytracker.wordpress.com/2011/05/30/india-footwear-industry/ http://footwearsinfoline.tripod.com/ind_footwr_industry_overview.htm
Reference books 1) Kotler Philip, "Marketing Management", 13 th edition, Dorling Kindersley Delhi, 2009. 2) Kothari C.R, "Research Methodology", 2nd revised edition, Basavangudi, Bangalore, 2009 3) Gami N.D, "Marketing Management", 9 th edition, Athwaline Surat, 20092010. 4) Kerlinger Fred N ,Formulation of Behavioural Research Surjeet Publications, Delhi
PAGE 52
Annexure
PAGE 53
QUESTIONNAIRE
Dear Respondent, I am a student of NAVNIRMAN INSTITUTE OF MANAGEMENT, Surat, conducting a survey for my project preparation, as the assignment of partial fulfillment the winter project of SEM-VI on A Study On Consumer Preference For Branded Shoes,which will help in analyzing the preference strength for Addidas Shoes. I assure you that the information given by you are strictly used for academic purpose only. I request you to help me in gathering required information by filling up the following information. I am greatly thankful for your co-operation. Rajesh Jain
Q.1 Which brand you prefer? a) Adidas c) Reebok e) Any other Q.2 Are you satisfied with the quality of preferred brand? a) Yes b) No b) Nike d) Action
Q.3 Are you satisfied with the price range of preferred brand? a) Yes c) No comment Q.4 If the price of your preferred brand increases will you purchase again? a) Same brand c) Any other brand b) Cheaper brand b) No
PAGE 54
Q.5 how do you consider the importance of branded shoes? a) Comfort c) Durability e) Personality Q.6 what factors influence you to go for a particular brand? a) Quality c) Price e) Promotion Q.7 Do you normally switch over the brand? a) Yes b) No b) Durability d) Variety b) Price d) style
Q.8 does the advertising play any role in selection of brands of shoes? a) Yes b) No
Q.9 what kind of promotional tool you prefer? (a) (c) Lucky coupon Discount (b) (d) Free gift Buy one get one free
Q.10 Are you willing to buy the preferred brand at lower price with negligible damage? (a) Yes (b) No
Q.11 Is there any impact of celebrities on your purchase of sport shoes? (a) Yes (b) No
Q.12 Will you purchase another brand of same quality with less price? (a) Yes (b) No
Q.13 Do you think weight is a factor for choosing brand? (a) Yes (b) No
Q-14 Give your Suggestion.
PAGE 55
____________________________________________________
Pesonal Details:
Name : ____________________________ : _________________________________
Residential Area Contact no.
: _________________
Email address: ________________________________________
Gender Age
: :
Male Below 18 yrs 25 30 yrs
Female 18 24 yrs 31 40 yrs 5, 00,000-9, 99,999 Above 15 Lakh Housewife Student Private Enterprise Employee
Family income:
Below 5, 00,000 10, 00,000-14, 99,999
Occupation
Self-employed Businessman/Businesswoman Government Employee
PAGE 56

A Consumer Preference For Branded Shoes in Surat City

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

A Consumer Preference For Branded Shoes in Surat City

Uploaded by

Copyright:

Available Formats

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

1.1 Indian Footwear Industry Overview

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

Garments Leather Goods

358.53 733.34 105.66 3892.26

372.87 798.69 127.85 4682.01

387.78 870.06 154.70 5689.17

403.30 948.04 187.19 6980.21

Saddlery & Harness 81.85 Total 2981.79

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

1.2 Introduction about Shoes

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

Shoe polishing equipment:

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

covered by the shoe

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

Monk-straps - a buckle and strap instead of lacing

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

snowshoes are used for mostly recreational purposes in winter.

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

2.1 Features of various major branded shoe company:

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

Action group endorses the principles of social responsibility.

2.2 Features of the Product:

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

2.3 Factors Affecting Demand for Shoes:

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

2.4 Marketing Mix

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

Narrow edge shoes:-

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

NAVNIRMAN INSTITUTE OF MANAGEMENT

A STUDY ON CONSUMER PREFERENCE FOR BRANDED SHOES IN SURAT CITY

NAVNIRMAN INSTITUTE OF MANAGEMENT