A

MARKET SURVEY REPORT

ON

CUSTOMER SATISFACTION TOWARDS REDTAPE SHOES,

MORADABAD

DEPARTMENT OF MANAGEMENT STUDIES

TEERTHANKER MAHAVEER INSTITUTE OF MANAGEMENT
AND TECHNOLOGY, MORADABAD
In Partial Fulfillment of the Requirement of the Degree of
Bachelor of Business Administration (BBA)

SESSION: 2018-19

TEERTHANKER MAHAVEER UNIVERSITY

MORADABAD

Guided By: Submitted By:

Mrs. Roma Khanna Syed Arbaaz Jamaal
Assistant Professor TMG1601243

1
 STUDENT DECLARATION
I Syed Arbaaz Jamaal, hereby declare that the research work presented in this
market survey report entitled “Customer Satisfaction towards Redtape Shoes,
Moradabad” for the fulfillment of the award of Bachelor of Business
Administration from TMIMT, Teerthanker Mahaveer University; Moradabad is
based on my market survey. The market survey embodies the result of original
work and studies carried out by me and the contents of the project do not form the
basis for the award of any other degree to me or to anybody else.

Syed Arbaaz Jamaal

BBA-5th Sem
TMG1601243

2
 CERTIFICATE
This is to certify that Master Syed Arbaaz Jamaal is pursuing three
year full time Bachelor of Business Administration (BBA) course
from Teerthanker Mahaveer University, Moradabad as regular
student, in session (2018-2019).
In compliance with the provision/guidelines of Teerthanker
Mahaveer University, Moradabad, He has been assigned a Market
Survey. The project work has been genuinely carried out by the
student. He has made sincere efforts in the completion of the project
work with original contents.

Mrs. Roma Khanna

Project Guide

3
 ACKNOWLEDGEMENT

It gives me immense pleasure and privilege to acknowledge my deepest sense of

gratitude towards all those who helped me in the successful execution of this
project.

I would like to thanks Principal Prof. (Dr.) Vipin Jain and HOD-Management
Dr. Manoj Agarwal for his able guidance. I also extend my gratitude towards
Course Co-ordinator Dr. Rachna Saxena, who entrusted me for the completion of
this project.

I am highly indebted to my Project Guide Mrs. Roma Khanna whose constructive

counseling and able guidance helped me immensely in bringing out this project in
the present form.

The acknowledgement would be incomplete without thanking my family and

friend who were a big support throughout.

Syed Arbaaz Jamaal

BBA-5th Sem
TMG1601243

4
 TABLE OF CONTENT

Content Pg No.

 Introduction 6 – 12

 Company Profile 13 – 17

 Literature Review 18 – 25

 Objectives 26 – 27

 Research Methodology 28 – 30

 Data Analysis 31 – 46

 Findings 47 – 49

 Conclusion 50 - 51

 Suggestions 52 - 54

 Limitations 55 – 56

 Bibliography 57 – 58

 Annexure – Questionnaire 59 – 63

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INTRODUCTION OF THE

STUDY

6
 INTRODUCTION

The topic of this market survey is CUSTOMER’S SATISFACTION TOWARDS REDTAPE

SHOES, MORADABAD. This survey is based on the brand REDTAPE that was established in

1979, at Magarwara close to Kanpur. It is also known as ‘Mirza Tanners Pvt. Ltd’. This study is

to find out the buyer’s or Customer’s perception towards the brand Redtape in Moradabad. This

study focuses to find out the buyer consistency towards the brand itself. The data used in this

market survey report is fundamental data. The sample size of my report is 50 and the respondents

are customers, a survey has been used to make this analytical market report. The data have been

composed and showed up as pie charts. Later, the data is interpreted and separated and then the

report is drawn. As well, I have offered a couple of conversation to customers through which I

am able to direct this Market Survey Report. I assume that this market survey report will help the

customer for better understanding of the perception of the brand Redtape.

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Footwear industry is growing at a steady pace since the past few years. In this project, analysis of

the report includes various types of footwear including athletic and non-athletic shoes of

REDTAPE used by individuals of all age groups and gender. The rising demand for fancy,

trendy yet comfortable footwear among all age groups is a key factor driving the global footwear

industry. The market of Moradabad is segmented by type of footwear, end users of footwear,

various platforms for sale of footwear, material used, and their sales across the city. The report

explains material used for manufacturing footwear, which includes leather and non-leather; and

analyzes the market for both types of footwear manufactured by REDTAPE.

Redtape leather footwear is premium product occupying a significant market share in the global

market for footwear. Additionally, rising health concerns are influencing individuals to perform

indoor and outdoor physical activities. This trend has generated a high demand for athletic shoes,

in turn increasing the demand for footwear. Over the past decade, the global market for footwear

has witnessed a steady growth and is anticipated to continue at the same pace in the years to

come. The estimation of global market is based on revenue generated by the sale of footwear

across different geographic regions.

Redtape as an individual brand is also focusing on expanding their sales channels through

different web portals across various regions. Online platforms for purchase of footwear are

gaining steady popularity among teenagers and youths, thereby occupying a significant share

among all distribution channels. Presently, the company is focusing on developing and

innovating new products, to maintain their market positions. Leading companies operating in the

market, such as Bata, Action, Woodland, Redchief etc. are its competitive and are constantly

devising new solutions and focusing on providing better services while upgrading the designs of

their existing footwear models.

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SEGMENT REVIEW

The market of Moradabad city is segmented based on type, mode of sale, gender, material, and

geography. By type, the report segments the market into athletic and non-athletic footwear.

Increasing health awareness is generating higher demand for athletic footwear among individuals

worldwide. In addition, changing lifestyles and rising number of working professionals are

leading the demand for non-athletic footwear segment. The mode of sale segments the market

into retail and online sale.

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VALUE CHAIN ANALYSIS

Value chain of the footwear market size of a company and brand name like Redtape includes

various stakeholders, such as raw material suppliers, footwear manufacturers, distributors, and

end users. Each of these players adds a specific value to their business operations, in turn,

contributing to the competitive value of the product. The research and development activities,

innovations and constant efforts for improvement, collectively enhance the values associated

with the final product deliverables.

Raw material supplier

Various raw materials, such as skin, jute, leather, rubber, plastics, synthetics, and PVC soles

among others are used for manufacturing footwear products. Redtape procure all these materials

from different vendors to manufacture different footwear.

Footwear manufacturer

The brand Redtape, itself is responsible for designing, manufacturing, and packaging footwear

with all necessary requirements. To innovate and conceptualize new designs, the brand keeps

track of changing consumer preferences to keep pace with their tastes. Attractive designs are

important yardsticks taken into consideration while purchasing specific footwear.

Distributors

Distributors of Redtape footwear supply shoes, sandals, and boots to different entities, such as

retail stores, brand outlets, discount stores, online stores, and manufacturer owned online web

portals. With the retail platforms, the brand understand the overall market demand and have

opened their own outlets across various potential markets. Online store is an emerging channel of

distribution and is a convenient medium for customers to purchase footwear items.

Consumers

According to the report, consumers of footwear consist of individuals of different age groups and

10
gender. The improved spending capabilities of individuals, changing lifestyles, and rising

number of working professionals has increased the spending capability of individuals. This is

occurring especially in the developing city like Moradabad and leading to further expansion of

the overall market for footwear.

KEY BENEFITS OF REDTAPE MARKET ANALYSIS

 The report includes an in-depth redtape footwear analysis, including information about

current footwear market trends, such as high demand for stylish and trendy footwear

among individuals of all age groups.

 Factors affecting the demand for children footwear have been analyzed to offer insights

based on consumer groups.

 Report highlights the changing market dynamics, such as changing lifestyles, rise in

disposable incomes of individuals across the city, expected trends and market

intelligence.

 Value chain analysis of the industry provides a clear view of the key intermediaries and

value additions at every stage in the chain.

 Insights regarding latent opportunities, such as rising demand for athletic footwear among

men and women would help the brand in implementing strategic business plans.

 The report encloses analysis of the current market and questionnaire that assists in

identifying the prevailing market opportunities to capitalize on.

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KEY MARKET SEGMENT OF REDTAPE MARKET

The market is segmented by type, mode of sale, gender, material and geography.

MARKET BY TYPE

 Athletic

 Non Athletic

MARKET BY MODE OF SALE

 Retail Sales

 Online Sale

MARKET BY END USER

 Men

 Women

 Children

MARKET BY MATERIAL

 Leather

 Non leather

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COMPANY PROFILE

13
 ABOUT THE COMPANY

Mirza International Limited was incorporated on September 5, 1979 with a small tannery for

manufacturing finished leather at Magarwara near Kanpur. The company, established by Irshad

Mirza and Rashid Mirza, was then called ‘Mirza Tanners Private Limited’.

The company focused on supplying high quality leather and leather products to the overseas

markets and gradually became one of the largest exporters of finished leather products in the

country.

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During this phase, Mirza took a significant leap, by venturing into newer areas which were

extensions of its existing competencies. The global shoe market was then looking upon

outsourcing of leather footwear in a big way. To take advantage of this opportunity, Mirza

diversified into manufacturing of shoes. Very swiftly, four state–of–the–art manufacturing units

were setup at Unnao and Noida.

Having gained a foothold in the footwear business, Mirza quickly reorganized itself by setting up

in–house design and development studios, marketing offices and a strong distribution and

logistics network. After successfully reorganizing itself, Mirza moved a step ahead of others by

launching its own brands ‘Red Tape’ and ‘Oaktrak’.

Having firmly established its product line and market geographies, the company spread its wings

to several other countries through its marketing companies and networking associates. Some of

countries where Redtape has a significant presence are UK, Portugal, South Africa, USA,

Germany, France, Scandinavian countries and UAE. 80% of company’s sales are being

contributed by overseas sales to 24 countries.

Today, the company has emerged as a frontrunner in the manufacturing and marketing of leather

and leather footwear. The company is listed on the NSE, BSE and UP Stock exchanges and is

ISO 9001, 9002 and 14000 certified.

The company has four fully integrated in–house shoe production facilities with an installed

production capacity of 3.35 million pairs of shoes per annum. The manufacturing plants are

located at Magarwara and Sahjani in Unnao, and in Noida. The tannery is located at Magarwara

in Unnao. These facilities are backed by a state–of–the–art double density direct injection

polyurethane plant, a tannery with a capacity of 20 million sq ft per annum & its own effluent

15
treatment plant and 25 dedicated ancillary units. Shoes are produced at these facilities using

latest methods like Stuck on, Double Density Direct Injection & Moccassins

The company sources its cowhides from Europe and manufactures leather in stringent adherence

to international norms, ensuring that no banned chemicals are used in the production process.

In addition to direct sales to leading global footwear retailers, the company also has a strong

presence in the branded segment through three brands: Red Tape, Oak Trak, Red Tape Gal.

Mirza International Limited?s focus on design is a key differentiator for its shoes. The company

invests considerable resources on research and development on an ongoing basis, in order to

introduce new designs, styles and product lines into the market.

Product range of the company includes:

Red Tape– The flagship brand of Mirza International Limited, was launched in the year 1996.

The brand has today become synonymous with hi–fashion & lifestyle, owing to its unmatched

quality, skilled craftsmanship and trendy products. Endorsed by the style icon Salman Khan, Red

Tape has become India’s most loved premium lifestyle brand.

Red Tape Gal– It is a stylish footwear range for women that bring in a fresh, energetic and

youthful appeal through its trendy designs. Introduced in March 2007, the brand is Mirza

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International Limited?s first step towards tapping the immense opportunity available in the

women footwear segment. The range is available in a variety of styles and shapes and has

already become a preferred brand of the Indian women. It is endorsed by the critically acclaimed

actress Kangana Ranaut.

Oaktrak– It is a niche brand of formal footwear, designed exclusively for the upwardly mobile

executives and businessmen. The range is both casual and urban, with the emphasis on comfort

with style. Oaktrak is sold through independents, small retailers and multiples. Primary markets

for the brand are UK and South Africa.

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LITERATURE REVIEW

18
 LITERATURE REVIEW

As per Alpert (1972), a buyer's decision of item properties relies upon his identity

characteristics. The examination sets up that the inclination of place for living arrangement

depends upon ones identity. The investigation distinguished fifteen identity characteristics to be

specific accomplishment, respect, arrange, show, self-governance, connection, intraception,

succorance, predominance, humbling, nurturance, change, perseverance, heterosexuality and

hostility. Accepted relationship was utilized to dissect the information. The investigation found

that the inclination of traits varied over the identity qualities. For example the creator finds that

individuals who had deliberate identity liked to dwell in no commotion region.

William R et al (1972) in his investigation with 18000 ladies as the example measure finds that

psychographic factors helps in anticipating the shopping conduct better with statistic tests. Since

the out shopping conduct is multidimensional and not item particular, psychographic measures

would assist the chiefs with formulating their techniques betterly.

Wolter et al (1973) stress the requirement for embracing psychographics and way of life

approaches particularly in the field of publicizing as the purchasers by and large feel that most of

the notices are stereotyped and exhausting. The creators advocate the utilization of

psychographics to socioeconomics. The reason being customers with comparable statistic profile

has varied mental profiles. In this manner commercials ought to be introduced in such ways that

infiltrate the inward awareness of the client for which publicists ought to embrace psychographic

approach.

Plummer (1974) talks about how way of life examples can advance as a powerful strategy for

dividing the market. The examination depends on the commence that just if the retailers and

19
makers comprehend their buyers better would they be able to draw nearer to them. The

examination depicts the system engaged with portioning the market utilizing Activities, Interests,

Conclusions and Demographics (AIO). The creator additionally portrays the advantages of way

of life division wherein it helps in reclassifying the objective shoppers all together. The

examination finishes up with the view that way of life division will help in comprehension the

customers better contrasted with different methodologies as it encourages the organizations to

anchor point by point learning about their objective.

The examination done by Wells (1975) audited the prior literary works that were gone ahead

way of life, psychographics, identity, movement and demeanor and furthermore examines the

unwavering quality and legitimacy of these estimations utilizing four unique methodologies that

incorporate inclinations of shot firearm substantial clients, naturally concerned purchasers,

decision of items like lager, cigarettes, air travel, antiperspirant and magazines. It was seen that

psychographic profiling yield better outcomes in buyer examine. It can likewise be utilized to

consider the changing patterns in shoppers.

Goldberg (1976) pointed out that psychographic approach however great yet vigorously relies

upon the test batteries or the explanations that are utilized to gather the purchasers under their

particular ways of life. Moreover these test batteries ought to be structured in such a way that

associates with item works. Along these lines legitimacy of this methodology depends upon the

test batteries and determination of the items. The creator distinguished three identity attributes

that incorporate bold, esthecism and functional. The examination uncovers that bold shoppers

like to attempt new items, stylish purchasers picked those items that are additionally engaging

and the handy sorts were conjectured towards execution of the item.

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Kendall et al (1983), have looked into the unwavering quality of psychographic examination

considering eight investigations. The creators underscore the need of pre-testing the

psychographic instruments as uncommon things may influence the legitimacy of this

methodology. They have too recommended the utilization of folding blade technique to part half

which has been demonstrated through a think about led on the utilization examples of

correspondence gear.

Verma & Savita, (1999) in their study have identified seven lifestyle factors from the middle-

class segment in Delhi and established a relationship between the resultant clusters with the

perception on advertisements. The clusters that were identified include Stay-at-home

traditionalists, progressive provident, social-climbers, security-seekers, conservatives, privileged

and independents. The study reveals that perception on advertising varied across different

lifestyles. It was inferred through the study that the security-seekers and independents consider

advertising as essential whereas the stay-athome traditionalists and the privileged did not think

that it was essential.

Dennis et al (1999) have brought out in their study as to the gender differences in the bargaining

tactics. The authors have developed a scale to assess consumers’ propensity to employ

bargaining tactics. The study finds that men are more assertive where as women generally

employ defensive strategies in bargaining.

In another study by Savita and Verma (2000), it has been observed that buyer’s lifestyle has an

influence on his purchase behaviour. The study identifies seven lifestyles that include stay-at-

home traditionalists, progressive provident, social-climbers, security seekers, conservatives,

privileged and independents from the middle-class segment in Delhi. The buying characteristics

that were considered include Interest in trying new brands, seeking friend’s advice on choice of

21
brands, preference for reliable stores and store-loyalty. It was found that majority of the

conservatives and privileged were more likely to try new brands than the other segments. The

social climbers and the conservatives seek their friend’s advice on choice of brands. Privileged

lifestyle prefers the reliable store that offers guarantee.

According to Inamdar & Chandra (2001), marketers in India have focused only on the higher

socio-economic classes i.e., SECA & B, because it was thought that income alone decided the

consumption behavior and only these classes can afford. But now due to changes in the average

household monthly income and the education level that has led to improvement in the standard

of living, the SECC&D classes cannot be ignored. Examining all these four classes will better

reflect their lifestyle and consumption patterns.

The study by Wu (2001) reveals that the benefits sought by consumers on online marketing

varied according to their lifestyle patterns, demographics and benefits sought. The study reports

three clusters that include Effectiveness and Modern seeker, Convenience Information and

Safety Seeker, Service and Freedom seeker. The study helps the online retail managers to

promote different products depending on the clusters. Since the 1st cluster seeks more of

effectiveness, promptness and modernization of online marketing, products such as CD, audio

etc can be promoted to them. Sports products could be marketed to the 2nd cluster and low

priced products such as maps, magazines or books could be promoted to the 3rd cluster.

The study by Bello et al (2002), gives a detailed outlook on the different form of travel tourism.

The study establishes a relationship between different lifestyle factors and different categories of

short and long trips. The first segment was the home-loving segment that preferred short trips

that was under four nights and long trips that was more than four or more nights. At the same

22
time they would like to journey with their family mostly inland that is within Spain. The

Idealistic segment prefers more of rural visits. The autonomous segment prefers to travel with

their friends and mostly to coastal areas. The Hedonistic consumers prefer to travel to European

countries and they would like to stay in big star hotels. The conservative lifestyle segment

choose either their own member’s region to visit or choose rural areas but would travel only with

their family.

Wirtz et al, (2003), in their study have segmented the library visitors in Singapore on the basis

of learning and reading related lifestyles. Data was collected from diverse demographics i.e., the

sample included people belong to different countries, age groups and religion. The study

identified seven groups that include, the career minded, active information seeker, self supplier,

casual reader, narrow focused, low motivator and facilitator. Each of these groups exhibit

different characteristics towards learning system. The career minded people prefer to read work

related materials. The active information seeker prefers to read both work related and non-work

related materials. The self suppliers prefer to purchase the learning materials. The casual readers

like to read entertainment related materials. The narrow focused learners are generally students

who like to read those materials that are related to their curriculum. The low motivators are low

learners also and the facilitators are generally the older generation who accompany children to

the library. The study was basically undertaken to devise strategies such that it would give a

broader patronage to the library system in the country. Parashar (2003) in her study explores the

changing behaviour of consumers due to globalisation. The author emphasizes on new heuristics

rule in the study of consumer behaviour as determination of consumer behaviour with respect to

utility function has become redundant given the present market structure. The heuristic rules

which the author has emphasized in the study include determination of consumer behaviour on

23
the basis of the environment and social structure of the consumer thus leading to the evolution of

behaviorism.

The study by Craft et al (2005), identify the need for developing global segmentation strategy

preferably based on behavioural patterns as similar purchase patterns can exist in multiple

countries that leads to similar purchase behaviors that transcends national boundaries. The study

becomes very vital given the current scenario of globalization where in consumers existing

across national boundaries can have similar buying behaviors. The study finds that hybrid

segmentation that looks for similarities across word markets is better than the traditional

segmentation approach that emphasizes on different strategies for different markets. Therefore

segmenting the global market based on lifestyle and behavioural patterns can help global

marketers to leverage their brands better. Because brand image can be established across

different counties through a single segmentation and in turn positioning strategy.

The study by Kamineni (2005) throws light into the concept of Enneagram a study on

personality traits that was founded about 2500 years ago. Enneagram has been used vastly in the

fields of human resources and strategic management but hardly used in marketing. In the later

stage of theory development, Oscar Ichazo (1982) and Claudi Naranjo (1990) had synthesized

nine personality traits namely, Idealistic perfectionists, who always prefer to follow directives,

Open hearted helpers, eager to socialize, Hard- Driving performers, who finish their job perfectly

and quickly, Aesthetic Connoisseurs, who have aesthetic appeal, Thoughtful sages, who stay up

to date on the latest technology, Prudent trouble shooters, who always keep complaining types,

the upbeat visionaries, who are fun loving and always looking for a change, Take charge top

dogs, who are dominant in nature, Easy going mediators, who are calm and do not engage in any

direct outburst.

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According to Fraj & Martinez (2006) study, individuals characterized by self-fulfillment

feeling are more conscious towards the environment and hence select eco friendly products such

as recycled products and also take part in the events that are directed towards protecting the

environment. The consumers with this lifestyle will be interested in the firms that are committed

to the environment. Therefore, when new products are launched by these firms, the consumers

belonging to this lifestyle show special interest and tend to be more excited about it.

The study by Goswami (2007), examines the purchase behaviour of the urban consumers in

Kolkata in on the basis of demographic and psychographic variables. The study also throws light

on the difference in the shopping orientation between brand and non-brand loyal customers. The

aspects that were considered for studying the shopping orientation include gratification, Idea,

Value, Diversion, Socialising, Utilitarian, Price-Quality Association, Price consciousness,

Fashion, Brand loyalty, Need-based buying, Window shopping, multi-brand stores versus

exclusive company stores. The resultant clusters were then compared with the store choice

attributes. Interestingly the study finds that store choice behaviour varied across these segments

For instance, the utilitarian shoppers gave less importance to nearness of the store.

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OBJECTIVES

26
OBJECTIVES OF THE STUDY
 To measure the brand awareness and brand loyalty of Redtape as a footwear brand.

 To study customer’s satisfaction related to the brand name and quality.

 To analyse the factors related to customer’s satisfaction of the brand Redtape.

27
RESEARCH AND

METHODOLOGY

28
RESEARCH AND METHODOLOGY

Research could be a common language refers to a research of information. Analysis is scientific

& systematic seek for pertinent data on a selected topic, infect analysis is associate degree art of

scientific investigation and analysis. Methodology could be scientific thanks to solve analysis

downside. It’s going to be understood as a science of learning however analysis is doing

scientifically. In it we have a tendency to study numerous steps that area unit typically adopted

by analysisers in learning their research downside. It’s necessary for analysisers to understand

not solely know research technique techniques however additionally technology.

The scope of analysis Methodology is wider than that of analysis strategies. The analysis

downside consists of series of closely connected activities. At times, the primary step determines

the native of the last step to be undertaken. Why a quest has been outlined, what information has

been collected and what a specific strategies are adopted and a bunch of comparable alternative

queries area unit typically answered after we mouth analysis methodology regarding a quest

downside or study.

Research Style adopted for this Market Survey

A research style is outlined, because the specification of strategies and procedures for effort the

data required. It’s a plan or organizing framework for doing the study and assembling the

information coming up with a quest arrange needs choices all the info sources, analysis

approaches, analysis instruments, sampling arrange and speak to strategies.

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Sample Procedure involved during the Study

During this study random sampling procedure is employed. Sampling is most popular; thanks to

some limitation and also the quality. Space sampling is employed together with sampling;

therefore the information is collected from completely different regions of the town to extend

reliability.

Sampling Size

The sampling size of the study is 50 Respondents

Data Type Primary

Sampling Unit Customers of Redtape

Sampling Type Random Sampling

Sample Size 50

Research Tool Questionnaire

Type of Research Descriptive

Data Collection Method Survey (questionnaire)

Area Moradabad

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DATA ANALYSIS

31
Data Analysis

Q1. Are you aware about Redtape Shoes?

Option Percentage No. of Respondents

Yes 100% 50
No 0% 0

Are you aware about Redtape Shoes?

Yes No

0%

100%

CONCLUSION:

Out of 50 persons, 100% says that they know about Redtape.

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Q2. Have you ever purchased Redtape Shoes?

Option Percentage No. of Respondents

Yes 100% 50
No 0% 0

Have you ever purchased Redtape

shoes?

Yes
No

CONCLUSION:

Out of 50 people, 100% of them have bought redtape shoes.

33
Q3. Are you a Regular Customer at Redtape?

Option Percentage No. of Respondents

Yes 34% 17
No 66% 33

Are you a Regular customer at

Redtape?
Yes No

34%

66%

CONCLUSION:

Out of 50 people 66% of them are regular customers of redtape shoes and 34% are the ones those

who do not stick their choice to redtape or else have not bought it yet.

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Q4. By which Source have you come to know about Redtape?

Name of the Source Percentage No. Of Respondents

T.V. Advertisement 84% 42
Social Media 4% 2
Print Media 12% 6
By Friends 0% 0

By which source have you come to

know about Redtape?
T.V. Advertisement Social Media Print Media By Friends
0%
4%
12%

84%

CONCLUSION:

Out of 50 respondents 84% of them came to know about the brand by T.V Advertisement, 12%

came to know by Print Media, 4% by social media and nobody got to know about it from their

friends.

35
Q5. Do you think that Redtape has complete range of Products?

Option Percentage No. of Respondents

Yes 10% 5
No 90% 45

Do you think that Redtape has

complete range of Products?
Yes No

10%

90%

CONCLUSION:

Out of 50 respondents, 90% think that Redtape does not have a complete range of products

whereas 10% consider that Redtape has enough range to fulfill their requirements.

36
Q6. Apart from Shoes have you purchased any other product from Redtape?

Option Percentage No. of Respondents

Yes 6% 3
No 94% 47

Apart from shoes have you

purchased any other product from
Redtape?
Yes No

6%

94%

CONCLUSION:

Out of 50 respondents 94% have not purchased any product expect shoes and only 6% have

purchased accessories from Redtape.

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Q7. Which type of shoes do you prefer?

Types of Shoes No. of Respondents Percentage

Sneakers 8 16%
Trainers 4 8%
Formals 28 56%
Sports 10 20%

Which type of Shoes do you prefer?

Sneakers Trainers Formals Sports

20% 16%
8%

56%

CONCLUSION:

Out of 50 respondents, 56% of respondents like to wear formal shoes, 20% prefer sports, 16%

prefer sneakers and only 8% prefer trainers.

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Q8. From how long are you wearing Redtape shoes?

No. of
Duration Respondents Percentage
1 years 2 4%
2 years 2 4%
3 years 3 6%
5 years and more 43 86%

From how long are you wearing

redtape shoes?
Light Brown Dark Brown Grey Black

6% 12% 2%

80%

CONCLUSION:

Out of 50 respondents, 4% of respondents are wearing redtape shoes from past 1 or 2 years and

6% of them are wearing it from past 3 years. On the other hand 86% are wearing them from

more than 5 years.

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Q9. How much do you spend in buying shoes?

No. of
Money Respondents Percentage
1000-1500 29 58%
1500-2000 8 22%
2000-2500 2 16%
above 2500 11 4%

How much money do you like to

spend in buying shoes?
Light Brown Dark Brown Grey Black

6% 12% 2%

80%

CONCLUSION:

Out of 50 respondents, 58% of the respondents like to spend Rs 1500 to purchase new shoes,

16% feel comfortable to spend around Rs. 2000, 4% buy it in range of Rs 2000 to Rs 2500 and

only 4% are interested to purchase shoes above Rs 2500.

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Q10. For which activity you wear your shoes?

No. of
Activity Respondents Percentage
Running 3 6%
Daily Wear 41 84%
Occasionally 2 4%
Formal 3 6%

For which activity you wear your

shoes?
Light Brown Dark Brown Grey Black

6% 12% 2%

80%

CONCLUSION:

Out of 50 respondents, 84% of respondents like to wear shoes on daily basis, only 6% of them

like to wear shoes for running and formal purposes. 4% of them like to wear them occasionally.

41
Q11. Are you satisfied with the quality of Redtape shoes?

No. of
Options Respondents Percentage
Yes 44 88%
No 6 12%

Are you satisfied with the quality of

Redtape shoes?
Light Brown Dark Brown

33%

67%

CONCLUSION:

88% out of 50 respondents are satisfied with the quality of Redtape shoes. Only 12% are not

satisfied with it.

42
Q12. What colour in shoes do you prefer the most?

No. of
Colour Respondents Percentage
Light Brown 3 6%
Dark Brown 6 12%
Grey 1 2%
Black 40 80%

What colour in shoes do you prefer

the most?
Light Brown Dark Brown Grey Black

6% 12% 2%

80%

CONCLUSIONS:

Black is the colour of the shoes which is preferred by 80% of the respondents, then is Dark

brown which is liked by 12%, whereas light brown colour is preferred by 6% and grey only by

2% out of 50 respondents.

43
Q13. Are you satisfied with the availability of Redtape shoes?

No. of
Options Respondents Percentage
Yes 39 78%
No 11 22%

Are you satisfied with the availability

of Redtape shoes?
Yes No

20%

80%

CONCLUSION:

78% out of 50 respondents are satisfied with the availability of redtape shoes whereas 22% are

not satisfied with the availability.

44
Q14. Are you satisfied with the pricing of Redtape shoes?

No. of
Options Respondents Percentage
Yes 34 68%
No 16 32%

Are you satisfied with the pricing of

Redtape shoes?
Yes No

20%

80%

CONCLUSION:

32% out of 50 respondents are not satisfied with the pricing wherein 68% of the respondents are

satisfied.

45
Q15. Would you like to switch to other brand ?

No. of
Options Respondents Percentage
Yes 8 16%
No 2 4%
Maybe 40 80%

Would you like to switch to any other

brand?
Yes No Maybe

16% 4%

80%

CONCLUSION:

16% out of 50 respondents are keen to change to other footwear brand and 4% are satisfied with

Redtape and doesn’t want to switch to any other brand. On the other hand 80% of the

respondents can switch if they get better options in the market.

46
FINDINGS

47
 FINDINGS

 It has been found that most of the people know about Redtape.

 Most of the respondents have purchased Redtape shoes.

 More than 30% are regular customers of Red Tape.

 It has been found that most of the people come to know about the brand through

advertisement 84% followed by print media by 12%

 Respondents were not satisfied with the range of products provided by Red Tape.

 Most of the respondents have not purchased any other product of Redtape other than

shoes.

 Mostly formal shoes are preferred by people followed by sports shoes by 20%, sneakers

by 16% and trainers by 8%.

 86% people are using Redtape shoes form more than 5 years.

 58% of the respondents like to spend Rs 1500 to purchase new shoes, 16% feel

comfortable to spend around Rs. 2000, 4% buy it in range of Rs 2000 to Rs 2500 and

only 4% are interested to purchase shoes above Rs 2500.

 84% of respondents like to wear shoes on daily basis, only 6% of them like to wear shoes

for running and formal purposes 4% of them like to wear them occasionally.

 88% of respondents are satisfied with the quality of Redtape shoes while only 12% are

not satisfied with it.

 Black is the colour of the shoes which is preferred by 80% of the respondents, then is

Dark brown which is liked by 12%, whereas light brown colour is preferred by 6% and

grey only by 2%.

48
 78% respondents are satisfied with the availability of redtape shoes whereas 22% are not

satisfied with the availability of shoes.

 More than 30% are not satisfied with the pricing wherein more than 60% of the

respondents are satisfied.

 16% of respondents are keen to change to other footwear brand and 4% are satisfied with

Redtape and doesn’t want to switch to any other brand. On the other hand 80% of the

respondents can switch if they get better options in the market.

49
CONCLUSION

50
 Conclusion

The people are pretty aware about Redtape as a good brand in the market. The responses of

awareness were satisfying as noted throughout the survey.There are many people who are regular

customer of Redtape shoes and are happy with it. Redtape is good in outsourcing and advertising

it’s product in the market since people got to know about it through advertisements, print media,

social media as compared to that of friends and neighbors. Though Redtape is not having a

varied variety of products and range in their brand but customers are waiting to try new designs

and styles offered by the company. Redtape is mainly famous for it’s footwear, but yes people

are also aware about other items available at the store and have also bought them. Redtape shoes

are designed with international requirements, though they should also try to study Indian market

and bring up new range and variety to attract more consumers. Indian’s do not buy Redtape on

regular basis since they are costly. People collect their stuff when Redtape gives offers and sales.

So the research gives a trace that Redtape should do take measures and alter their pricing so that

every class can afford the brand. The quality provided by the Redtape brand is good enough.

Redtape has to come up with exciting range and new styles and designs since the market ask for

more with time. It has to do justice and provide what consumers are demanding with growth in

modernism and stylistic approaches of society.

51
SUGGESTIONS

52
 Suggestions.

 More variety in accessories should be generated so as to facilitate large sale volume and

increase customers.

 They should provide offers and schemes.

 Enough stock should be created so as to enhance product availability to the customers.

 There are many factors outside of our immediate control that can impact the effectiveness

of our marketing activities. These can include the weather, interest rates, government

regulations and many others.

 Products should be served at more reasonable prices so that middle class market can ne

captured effectively.

 More focus should be emphasized on sneakers shoes than formal shoes.

53
LIMITATIONS OF THE

STUDY

54
Limitations of the Study

Limitations are influences that the researcher cannot control. They are the shortcomings,

conditions or influences that cannot be controlled by the researcher that place restrictions on your

methodology and conclusions of this project report are as follow:

1. It was an academic effort and limited to cost, time and geographical area.

2. Numbers of respondents were restricted due to the time factor.

3. Scattering from respondents and dealers.

4. There is a lack of time.

5. Research is limited to Moradabad city.

6. Respondents are from different back ground.

7. Respondents are from different age group.

8. Respondents have different income level.

55
BIBLIOGRAPHY

56
Bibliography

 Mark Gabbott , Gillian Hogg.(2000) Customer and Consumer Satisfaction Chichester,

New York .

 Jha, S.M.(2000) Service Marketing, Himalaya Publishing House, Mumbai.

 C.R Kothari, Wishwa Prakashan (2003).Research Methodology, New Delhi.

 Rustom, S. arid Daver,(1992) Modern Marketing Management, Universal Book Stall,

New Delhi.

 www.alliedmarketresearch.com

 www.euromonitor.com

 www.technavio.com

57
ANNEXURE

58
 QUESTIONNAIRE

Dear respondent,

I am the student of Teerthanker Mahaveer University conducting a Market survey on

Consumer Satisfaction on Redtape Shoes. Kindly spare few minutes to fill up this
questionnaire. Any information provided by you will be used for academic purpose only.

RESPONDENT PROFILE

 Name of the respondent: ..............................................................................................

 Residential/ office address: ..........................................................................................
.......................................................................................................................................
.......................................................................................................................................
 Contact no. :..................................................................................................................
 Age group of the respondent : 18-25 ( ) 25-35 ( ) 35-45 ( ) 45 or More( )
 Education/ qualification: .............................................................................................
Occupation: .................................................................................................................

Q1.Are you aware about Redtape brand?

Yes No

Q2. Have you ever purchased Redtape shoes?

Yes No

Q3. Are you a regular customer at Redtape?

Yes No

Q4. By which source have you come to know about Redtape?

59
 T.V. Advertisement Social Media

By Friends Print Media

Q5.Do you think that Redtape has complete range of Products?

Yes No

Q6. Apart from shoes have you purchased any other product from Redtape?

Yes No

Q7. Which type of shoes do you prefer?

Sneakers Formals

Sports Trainers

Q8. From how long are you wearing Redtape shoes?

1 year 2 year

3 year 5years or more

Q9.How much do you spend on purchasing your shoes?

60
 1000-1500 1500-2000

2000-2500 2500 or above

Q10. For which activity you wear your shoes?

Running Daily Wear

Occasionally Formally

Q11.Are you satisfied with the quality of Redtape?

Yes No

Q12.What colour in shoes do you prefer the most?

Black Dark Brown

Light Brown Grey

Q13. Are you satisfied with the availability of Redtape Shoes?

Yes No

Q14. Are you satisfied with the pricing of Redtape shoes?

61
 Yes No

Q15. Would you like to switch to any other brand?

Yes No Maybe

62