DATA INTERPRETATION

The primary data for the study has been collected from a random sample using a questionnaire. The respondents of various age
groups, income levels, occupations were asked for their opinions.

Cross tabulation of gender and branded footwear:

Cross tabulation of gender and un-branded footwear:

Cross tabulation of gender respondents and trends:

Cross tabulation of age and awareness about footwear:

Cross tabulation of age and one important factor

Chi-square test of respondents age and their single factor

Inference:

Null hypothesis: The two variables age of the respondents and the one most important factor they consider while purchasing
footwear are independent of each other.
Alternative Hypothesis: The two variables age of the respondents and the one most important factor they consider while
purchasing footwear are dependent of each other.
Total Chi square value =24.32; Degrees of freedom (d.f.) =
9 Pearsons table value at p=0.05 is 16.919
Result: The calculated value of chi-square i.e. 24.32 is greater than the Pearson s table value i.e. 16.919 at p=0.05. This indicates
that the null hypothesis is rejected and the alternate hypothesis is accepted. Thus, the 2 variables age and the one most important
factor they consider while purchasing footwear are associated with each other.
Decision: From the above interpretation, we can say that as the needs of different age group are varied the retailers must try to
understand and fulfill these different needs to gain new customers and retain the existing ones.

Cross tabulation of annual income and pairs of footwears:

The above cross tabulation states that out of 34 people of the income group Rs. 2 lakhsRs. 5 lakhs, 27 of them have footwear
below 5 pairs and 6 people out of 13 respondents belonging to income category Above 10 lakhs have 5-10 pairs of footwear. To
understand better chi-square test is done. The respondents who have more than one pair in the no income category are those who
are dependents and their family income is in the middle or high-income category.

Chi square for the annual income and number of pairs

Null hypothesis: The two variables income of the respondents and number of pairs of footwear they have are independent of each
other.
Alternative Hypothesis: The two variables income of the respondents and no. of pairs of footwear they have are dependent of
each other.
Total Chi square value =34.93; Degrees of freedom (d.f.) =
12 Pearsons table value at p=0.05 is 21.026
Result: The calculated value of chi-square i.e. 34.93 is greater than the Pearson s table value i.e. 21.026 at p=0.05. This indicates
that the null hypothesis is rejected and the alternate hypothesis is accepted. Thus, the 2 variables income of the respondents and
number of pairs of footwear they have are dependent of each other.
Decision: Thus, we can say that people at the bottom of the pyramid can afford only to have a pair of footwear. The extra income
they earn may not be allotted to purchase footwear.

Cross tabulation of income and type of footwear:

Null hypothesis: The two variables annual income of the respondents and the kind of footwear they prefer are independent of
each other.
Alternative Hypothesis: The two variables annual income of the respondents and the kind of footwear they prefer are dependent
of each other.
Total Chi square value =61.04; Degrees of freedom (d.f.) =
8 Pearsons table value at p=0.05 is 15.507

Chisquare test for annual income and kind of footwear:

Result: The calculated value of chi-square i.e. 61.04 is greater that the Pearson s table value i.e. 15.507 at p=0.05. This indicates
that the null hypothesis is rejected and the alternate hypothesis is accepted. Thus, the two variables annual income of the
respondents and the kind of footwear they prefer are dependent of each other.

Findings:

Respondents also agree that shoes are a source of impression and helps in judging one s appearance.
Majority of the respondents prefer to purchase both branded and unbranded footwear. Respondents consider quality,
luxury, brand loyalty, social status and finally income as the order of importance while purchasing branded footwear.
Price, design, quality, purchase frequency and income are the factors considered while the respondents purchase
unbranded footwear.
Majority of the respondents purchase footwear as per their need. Whether it is branded footwear or unbranded footwear
men are ready to spend more on a pair of footwear when compared to women.
Majority of the respondents prefer purchasing footwear from physical stores due to the difficulties associated with
online shopping of footwear.
Newspapers, Billboards and word of mouth are the most popular media through which one gains awareness about
footwear brands.
People at the bottom of the pyramid can afford to have only a pair of footwear that satisfies their basic need.
Majority of male respondents prefer wearing formal shoes and female respondents prefer wearing slippers / sandals.
However, the choice of the footwear keeps changing according to their need, occasion, attire, season, geographical
location etc.
Majority of respondents prefer shopping from multi branded stores, as they possess a lot of variety and save a lot of
time.
Many of the respondents are unaware about warranty of footwear .The study tells us that celebrity endorsements are
important in footwear advertisement to increase sales of a company.
People consider comfort as the primary important factor. While men consider quality as the second important factor,
women consider fashion/ trends.
Young people prefer to have multiple footwear of different variety. Other age groups prefer to have one pair but which
is comfortable and long lasting.