A STUDY ON CONSUMER BUYING BEHAVIOR IN GRAAK SHOE

INDUSTRY IN CHENNAI
 CHAPTER-I

INTRODUCTION:

Whenever a consumer is asked to express his views about whether he likes or

Dislikes a product or service an advertising theme or a particular retailer he is
being asked to express his attitude about it. In such a study a wide range of critical
marketing strategy questions will arise. Consumer research is commonly
undertaken to ascertain the likelihood that consumers will accept the proposed new
product idea, to gauge why firms.
Target audience has not reacted more favorably to its revised promotional
theme or to learn how target consumers are likely to react to a proposed change in
the firms packaging and labeling.
It is not surprising that consumer has received too much attention in
marketing management especially in consumer behavior. In fact the topic of
consumer behavior has been the most impartment subject in the field of consumer
behavior. Consumer research forms the basis for developing new products
repositioning existing products creating advertising campaigns and predicting
brand preference along with general purchase behavior. To a marketer it is very
important to understand how consumers are changing and how they influence the
consumers so that marketing programmers can succeed.
 CONSUMER BUYING BEHAVIOR
INTRODUCTION

Understanding the buying behavior of the target market for its company products is
the essential task for the marketing dept. The job of the marketers is to think
customer and to guide the company into developing offers, which are meaningful
and attractive to target customers and creating solutions that deliver satisfaction to
the customers, profits to customer and benefits to the stakeholders.

The computer processor company divides its buying behavior in both way i.e.
Consumer and Business. The both of term have same meaning as to define in the
chapter of buying behavior. The both consumer and business are divided further as
SMB Small Medium Big - to identify the type of client according to their sales
and SMB have their own group of clients.

CONSUMER BUYING BEHAVIOR:-

It includes all those person who are the direct user of the computers and their
processors or for their employees and family member use. They are not indulging
in the sale activity of the computer and other Products. i.e. home users, companies
for their employees.
BUSINESS BUYING BEHAVIOR: -

It includes all those person who are not the direct user of the computers and their
processors or for their employees and family member use. They are indulging in
the sale activity of the computer and other Products. They can also be authorized
from companies i.e. Intel. i.e. HP, HCL, Assemblers.

CONSUMER BUYING BEHAVIOR

Definition:
Consumer behavior refers to the mental and emotional process and the observable
behavior of consumers during searching, purchasing and post consumption of a
product or service. Consumer behavior involves study of how people buy, what
they buy, when they buy and why they buy. It blends the elements from
psychology, sociology, sociopsychology, anthropology and economics. It also tries
to assess the influence on the consumer from groups such as family, friends,
reference groups and society in general. Buyer behavior has two aspects: the final
purchase activity visible to any observer and the detailed or short decision process
that may involve the interplay of a number of complex variables not visible to
anyone.
What influences consumers to purchase products or services? The consumer
buying process is a complex matter as many internal and external factors have an
impact on the buying decisions of the consumer. When purchasing a product there
several processes, which consumers go through, these will be discussed below.
PURCHASE DECISION

Through the evaluation process discussed above consumers will reach their
final purchase decision and they reach the final process of going through the
purchase action e.g. The process of going to the shop to buy the product, which for
some consumers can be as just as rewarding as actually purchasing the product.
Purchase of the product can either be through the store, the web, or over the phone.

Post Purchase Behavior

Ever have doubts about the product after you purchased it? This simply is
post purchase behavior and research shows that it is a common trait amongst
purchasers of products. Manufacturers of products clearly want recent consumers
to feel proud of their purchase, it is therefore just as important for manufacturers to
advertise for the sake of their recent purchaser so consumers feel comfortable that
they own a product from a strong and reputable organization. This limits post
purchase behavior. i.e. You feel reassured that you own the latest advertised
product.

Factors influencing the behavior of buyers.

Consumer behavior is affected by many uncontrollable factors. Just think,

what influences you before you buy a product or service? Your friends, your
upbringing, your culture, the media, a role model or influences from certain
groups? Culture is one factor that influences behavior. Simply culture is defined as
our attitudes and beliefs. But how are these attitudes and beliefs developed? As an
individual growing up, a child is influenced by their parents, brothers, sister and
other family member who may teach them what is wrong or right. They learn about
their religion and culture, which helps them develop these opinions, attitudes and
beliefs (AIO). These factors will influence their purchase behavior however other
factors like groups of friends, or people they look up to may influence their choices
of purchasing a particular product or service. Reference groups are particular
groups of people some people may look up towards to that have an impact on
consumer behavior. So they can be simply a band like the Spice Girls or your
immediate family members. Opinion leaders are those people that you look up to
because your respect their views and judgments and these views may influence
consumer decisions. So it maybe a friend who works with the IT trade who may
influence your decision on what computer to buy. The economic environment also
has an impact on consumer behavior; do consumers have a secure job and a regular
income to spend on goods? Marketing and advertising obviously influence
consumers in trying to evoke them to purchase a particular product or service.
Peoples social status will also impact their behavior. What is their role within
society? Are they Actors? Doctors? Office worker? and mothers and fathers also?
Clearly being parents affects your buying habits depending on the age of the
children, the type of job may mean you need to purchase formal clothes, the
income which is earned has an impact. The life Performance of someone who earns
250000 would clearly be different from someone who earns 25000. Also
characters have an influence on buying decision. Whether the person is extrovert
(out going and spends on entertainment) or introvert(keeps to themselves and
purchases via online or mail order) again has an impact on the types of purchases
made.
 Abraham Maslow hierarchy of needs theory sets out to explain what
motivated individuals in life to achieve. He set out his answer in a form of a
hierarchy.

He suggests individuals aim to meet basic psychological needs of hunger

and thirst. When this has been met they then move up to the next stage of the
hierarchy, safety needs, where the priority lay with job security and the knowing
that an income will be available to them regularly.
Social needs come in the next level of the hierarchy, the need to belong or
beloved is a natural human desire and people do strive for this belonging.
Esteem need is the need for status and recognition within society, status
sometimes drives people, the need to have a good job title and be recognized or the
need to wear branded clothes as a symbol of status. But how does this concept help
an organization trying to market a product or service?
Well as we have established earlier within this website, marketing is about
meeting needs and providing benefits, Maslows concept suggests that needs
change as we go along our path of striving for self-actualization. Supermarket
firms develop value brands to meet the psychological needs of hunger and thirst.
Harrods develops products and services for those who want have met their esteem
needs. So Maslows concept is useful for marketers as it can help them understand
and develop consumer needs and wants.
CUSTOMER
A competitor, in order to achieve the loyalty of the customers, offer an
endless information flow on the products and services and thereby continuously
educates the customer about the opportunities in the market.
Therefore today even an ordinary person, is in possession of the large
amount of data to use for the purpose of making a decision as to which products/
services he would go in for. The competitive environment is making the customer
wisher day by day and he is able to take a large number of decisions on his own.
The experts advice of the olden days is being replaced by the customers own
wisdom. This is making the market place more complicated and unpredictable.
The customer is getting smarter today and he is able to decide his own
moneys worth and therefore, organization across the board are `pursuing the
customers views to streamline their business strategies to remain customer-
worthy. People are the prime factor for any organization to maintain the
effectiveness and thus develop the right focus for the people, so that each one
perceives as clearly as possible his position in the cycle of growth and prosperity
of the organization.
Agendas will have to be drawn in such a manner and communicated so
effectively that the individual is able to enjoy a meaningful life in the organization,
endowed with authority and responsibility for the role he plays.
One should be able to see for oneself the impact of the contributions one
has made towards the growth and prosperity cycle of the organization. As a matter
of fact the relationship between the people and the organization should be so
designed that each one is here to experience the pleasure of winning and pain of
losing. People alone are of no significance unless and until they have an intimate
and continuous interaction with the process.
Therefore organization have to take continuous care to update their quality
of the people and that of processes simultaneously so that a healthy relationship is
built up and maintained making the relationship happy and healthy one.
This, when done, should generate in people a sense of entrepreneurship ownership
of the organization.
Since the customer are the main focus of any organization its structure should be
so flat i.e., people fluently interact with the customer and maintain continuous
feedback about the customers moods and methods in order to shape its business
portfolio and strategies.
It is very important to find whether the fundamentals of the organization are
getting strong as desired.
It is therefore rightly said that a well trained army with quality arms and
ammunitions and with a sense of involvement can got the nations frontiers inn
desirable and dependable manner similarly: people at the operation level with
superior competency and capability supplied with superior products and strategies
can acquire a place for an organization in the market place. Retail outlets are the
contact points of the customers and therefore the image of the organization largely
depends upon the quality of the people managing the interventions and transactions
at the level.
The Consumer Market: The consume market consists of all the individuals
and households who buy or acquire goods and services for personal consumption.
The simplest model consumer buyer behavior is the stimulus response model.
According to this model marketing stimuli ( the four Ps) and the major forces
(economic, technological, political, cultural) enter the consumers black box and
reproduce certain responses
CONSUMER PERCEPTION
It can be defined as the process by which an individual selects, organizes,
and interprets stimuli into a meaningful and coherent picture of the world. A
stimulus is a unit of input to any of the senses. Examples of stimulus ie, sensory
input include products, packages, brand names, advertisements, and commercials,
sensory receptor.
Marketers do not want their target audience to look only at the models in
their ads. They want to communicate something about their products as well.
Marketers often use attractive models, humour other factors to attract the target
markets interest. Information processing is a series of activities by which stimuli
are perceived, transformed in to information, and stored.
Information processing model has four major steps or stages,
a) Exposure
b) Attention
c) Interpretation, and
d) Memory
The first three constitute perception. Exposure occurs when a stimulus such as
an Advertisement hoarding comes within the range of a persons vision. Attention
occurs when the information from vision pass on to the brain for processing.
Interpretation is the assignment of meaning to the received sensations. Memory is
the short term use of the meaning for immediate decision-making or the longer-
term retention of the meaning. The basic components shown in the figure can be
arranged into four groups:
1. Stimuli, which serve as the raw material to be processed.
The stages of processing activities, which are linked by arrows and mainly internal
to the customer. Situational and consumer characteristics which can influence the
nature of these processing activities, and an executive system, which guides the
process by regulating the type and intensity of processing activities engaged in, at
any time.
Consumer Buying Behavior
Possibly the most challenging concept in marketing deals with
understanding why buyers do what they do (or dont do). But such knowledge is
critical for marketers since wanting a strong understanding of buyer behavior will
help shed light on what is important to the customer and also suggest the important
influences on customer decision-making. Using this information, marketers can
create marketing programs that they believe will be of interest to customers.
As you might guess, factors affecting how customers make decisions are
extremely complex. Buyer behavior is deeply rooted in psychology with dashes of
sociology thrown in just to make things more interesting. Since every person in the
world is different, it is impossible to have simple rules that explain how buying
decisions are made. But those who have spent many years analyzing customer
activity have presented us with useful guidelines in how someone decides
whether or not to make a purchase.
According to the concept of marketing the buying behavior can be divided in
two ways:-
1. Consumer Behavior: - It includes that user who buys the product for the direct
consumption, not to use for further sale purpose. Like as home users.

2. Business Behavior: - It includes those users who buy the product for the further
sale purpose. Like as shopkeepers, dealers, and retailers.

CONSUMER BUYING ROLES:

In the consumer buying there are different buying roles; i.e.

Initiator: A Person who first suggest the idea of buying.
Influencer: A Person who influence the buying decision.
Decider: A Person who takes decisions regarding buying
Buyer: A Person who actually buys the products.
User: A Person who is the user of the product.
TYPES OF CONSUMER BUYING BEHAVIOR

This is to be extensively divided in four types:

1. Complex Buying Behavior:
When the consumer are highly involved in the purchase and aware of
significant differences among brands.
2. Dissonance Reducing Buying Behavior:
When the consumer are highly involved in the purchase but sees little
differences among brands.
3. Habitual Buying Behavior:
When the consumer are low involved in the purchase but sees absence of
aware of differences among brands.
4. Variety Seeking Buying Behavior:
When the consumer are low involved in the purchase but sees significant of
differences among brands.
STATEMENT OF THE PROBLEM:

These are some of the questions that of perennial interest to the marketing
man. Because it is around the questions that the products and promotions strategies
of the marketing man ultimately revolve. In all these marketing strategies and plans
he makes assumptions as to how the buyer would behave and respond to his
marketing programs. Knowledge of the buyer and his motives and buying habits, it
thus a fundamental necessity for the marketing man.
Due to entry of various brands into GRAAK SHOE INDUSTRY there exist
severe cut through competition. All organizations are coming out with new
promotional tools with attracting features, which has a severe impact on sales.
In order retain and capture the markets the company wanted to study the
impact of consumer promotion and trade promotional GRAAK SHOE
INDUSTRY and to suggest suitable improvement in the present promotional
activities and to identify the feature expectation of customers, in order to tap new
business opportunities.
SCOPE OF THE STUDY:
Consumer behavior is helpful in understanding the purchase
behavior and preference of different consumers. As consumers we differ in terms
of sex, age, education, occupation, income, family setup, religion, Nationality and
social status. Because of this different background factors we have different needs
and we only buy those products and services, which we think, which will satisfy
our needs. In todays world of rapid changing technology consumers tastes are
also characterized by fast changes. To survive in the market a firm has to be
constantly innovating and understand the latest consumer trends and tastes.
Consumer behavior provides invaluable clues and guidelines to marketers on new
technological frontiers, which they should explore.
IMPORTANCE OF THE STUDY:
A Consumers decision to purchase a particular product or service is the
result of complex interplay of a number of variables. The starting point of the
decision process is providing by the companys marketing stimuli in the shape of
the product, promotion, and price and distribution strategy. Consumers after
purchase new products that is associated with a favorable viewed brand name.
Their favorable attitude towards the brand name originally a neutral stimuli,
may be the result of repeated satisfaction with other products produced by the same
company at the time of receiving the marketing stimuli. The consumer already has
a certain mental, emotional and psychological frame of mind developed over years
by his cultural, religious, social, family and psychological background. For
instance you are on your way to home from office a long, tiring day. On the way
you see a hoarding for a cola Software which promises to be cool, refreshing and
tasteful. This hoarding provides you stimuli for stop at the nearest cool Software
shop and Software which promises to be cool, refreshing and tasteful. This
hoarding provides you stimuli to stop at the nearest shop. All the brands (THUMPS
UP, GRAAK SHOE INDUSTRY are available at the shop at a certain price. You
can recall some association with each of the three brands from the advertisement
you have seen on television, cutouts and magazines, hoardings. You buy a
particular brand of cola and consume it. The hoarding provided the initial stimuli
for this purchase and consumption. This was for the backed up by other stimuli
such has product display in the shop, watching other consumers buy a particular
brand, any point of purchase, promotional material earlier satisfaction with a given
brand etc.

OBJECTIVES OF THE STUDY:

Primary Objective:
To study the consumer buying behavior towards the products of GRAAK SHOE
INDUSTRY in Chennai.

Secondary Objectives:
A survey to find out the consumer behavior in relation to the products of
GRAAK SHOE INDUSTRY.

To identify and evaluate the factors influencing the consumer behavior

towards the products of GRAAK SHOE INDUSTRY.

To identify effective advertising sources for the products.

To evaluate the level of satisfaction towards the products and attributes

To provide suggestions to improve the factors determining the consumer

behavior.
 CHAPTER-II
LITERATURE REVIEW
Personality and self-concept
A persons distinguishing psychological characteristics that lead to relatively
consisting and lasting responses to his or her own environment.
Psychological Factors
A persons buying choices are further influenced by four major
psychological factors: motivation, perception, learning, and attitudes.
Motivation
A need that is sufficiently pressing to direct the person to seek satisfaction of
the need.
Perception
The process by which people select, organize, and interpret information to
form a meaningful picture of the world.
Learning
Changes in an individuals behavior arise from experience.
Beliefs and attitudes
A descriptive thought that a person holds about something is his/her belief.
A persons consistently favorable or in favorable evaluations, feeling, and
tendencies toward and object or idea is attitude. The common tools used to conduct
data analysis range from simple cross tabulations and segmentation analysis to
more sophisticated statistical methods such as multivariate and logistic regression
discriminates analysis and cluster analysis. In the last few years, optimization tools
and machine learning algorithms such as neural networks and genetic algorithms
have also been used to perform advanced data analysis.
The study of consumers helps firms and organizations improve their
marketing strategies by understanding issues such as
The psychology of how consumers think, feel, reason, and select between different
alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment (e.g.,
culture, family, signs, media);

The behavior of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome; How consumer motivation and decision
strategies differ between products that differ in their level of importance or interest
that they entail for the consumer; and How marketers can adapt and improve their
marketing campaigns and marketing strategies to more effectively reach the
consumer. Understanding these issues helps us adapt our strategies by taking the
consumer into consideration. For example, by understanding that a number of
different messages compete for our potential customers attention, we learn that to
be effective, advertisements must usually be repeated extensively. We also learn
that consumers will sometimes be persuaded more by logical arguments, but at
other times will be persuaded more by emotional or symbolic appeals. By
understanding the consumer, we will be able to make a more informed decision as
to which strategy to employ.

Behavior occurs either for the individual, or in the context of a group(e.g., friends
influence what kinds of cloths a person wears) or an organization (people on the
job make decisions as to which products the firm should use).

Consumer behavior involves the use and disposal of products as well as the study
of how they are purchased. Product use is often of great interest to the marketer,
because this may influence how a product is best positioned or how we can
encourage increased consumption. Since many environmental problems result from
product disposal (e.g., motor oil being sent into sewage systems to save the
recycling fee, or garbage piling up at landfills) this is also an area of interest.

Consumer behavior involves services and ideas as well as tangible products.

The impact of consumer behavior on society is also of relevance.

It has been established that the consumer buying behavior is the outcome of the
needs and wants of the consumer and they purchase to satisfy these needs and
wants. Although it sounds simple and clear, these needs can be various depending
on the personal factors such as age, psychology and personality. Also there are
some other external factors which are broad and beyond the control of the
consumer.

A number of researches have been carried out by academics and scholars on

identifying and analyzing those factors affecting the consumers buying behavior
and as a result, various types of factors have been identified. These factors have
been classified into different types and categories in different ways by different
authors. For instance, Wiedermann et al (2007) classified them into internal and
external factor. On the other hand, Winer (2009) divided them into social, personal
and psychological factors. Despite the fact that they have been classified into
different groups by different authors they are similar in scope and purpose (Rao,
2007).

There is a wide range of factors that can affect consumer behaviour in different
ways. These factors are divided by Hoyer et al. (2012) into four broad categories:
situational, personal, social and cultural factors.

Situational factors impacting consumer behaviour may include location,

environment, timing and even weather conditions (Hoyer et al., 2012). In order to
benefit from situational factors major retailers attempt to construct environment
and situations in stores that motivate perspective customers to make purchase
decision. Range of available tools to achieve such an outcome include playing
relaxing music in stores, producing refreshing smells in stores and placing bread
and milk products in supermarkets towards the opposite end of stores to facilitate
movement of customers throughout the store to make additional purchases etc.

The temporary nature of situational factors is rightly stressed by Batra and Kazmi
(2008).

Personal factors, on the other hand, include taste preferences, personal financial
circumstances and related factors. The impact of personal factors on consumer
decision-making is usually addressed by businesses during market segmentation,
targeting and positioning practices by grouping individuals on the basis of their
personal circumstances along with other criteria, and developing products and
services that accommodate these circumstances in the most effective manner.

According to Hoyer et al. (2012) social factors impacting consumer behaviour

arise as a result of interactions of perspective consumers with others in various
levels and circumstances. Targeting members of society perceived as opinion
leaders usually proves effective strategy when marketing products and services due
to the potential of opinion leaders to influence behaviour of other members of
society as consumers.

Lastly, cultural factors affecting consumer behaviour are related to cross-cultural

differences amongst consumers on local and global scales. Culture can be defined
as the ideas, customs, and social behavior of a particular people or society
(Oxford Dictionaries, 2015) and the tendency of globalization has made it
compulsory for cross-cultural differences amongst consumers to be taken into
account when formulating and communicating marketing messages.

Marketing mix or 4Ps of marketing is one of the major concepts in the field of
marketing and each individual element of marketing mix can be adopted as an
instrument in order to affect consumer behaviour.

Importance of the marketing mix can be explained in a way that successful

marketing depends on customers being aware of the products or services on offer,
finding them available in favorably judging that practitioners of the offering in
terms of both price and performance (Meldrum and McDonald, 2007, p.4).
Core elements of marketing mix consist of product, price, place and promotion.
Marketing mix has been expanded to comprise additional 3Ps as processes, people
and physical evidence.

Product element of marketing mix relates to products and services that are offered
to customers to be purchased. Products can have three levels: core, actual and
supporting products. For example, core product in relation to mobile phones can be
explained as the possibility to communicate with other people in distance. Actual
product, on the other hand, relates to specific brand and model of a mobile phone,
whereas augmented product may relate to product insurance and one-year warranty
associated with the purchase of a mobile phone.

Price represents another critically important element of marketing and four major
types of pricing strategies consist of economy, penetration, skimming, and
premium pricing strategies (East et al., 2013).

Place element of marketing mix relates to point of distribution and sales of

products and services. Advent of online sales channel has changed the role of place
element of marketing mix to a considerable extent.

Promotion element of marketing mix refers to any combination of promotion mix

integrating various elements of advertising, public relations, personal selling and
sales promotions to varying extents (Kotler, 2012).

Processes, on the other hand, refer to business procedures and policies related to
products and services. For example, integration of a greater range of payment
systems such as PayPal, SAGE Pay and Visa in online sales procedures may have
positive implications on the volume of sales by creating payment convenience to
customers.

People element of marketing mix is primarily related to skills and competencies of

the workforce responsible for customer service aspect of the business. Importance
of people element of marketing mix in general, and providing personalised
customer services in particular is greater today than ever before.

Physical evidence relates to visual tangible aspects of a brand and its products. For
instance, for a large supermarket chain such as Sainsburys physical evidence is
associated with design and layout of a store, quality of baskets and trolleys, layout
of shelves within the store etc.

It can be forecasted that further intensification of competition in global markets

and more intensive search of businesses for additional bases for competitive
advantage may result in emergence of additional Ps to compliment the framework
of marketing mix in the future.

This perspective views people as problem solvers who actively use information
from the world around them to master their environment. However, much debate
surrounds the issue of whether or when people are actually aware of these learning
processes. On the one hand, there is some evidence for the existence of
unconscious procedural knowledge. That is, people apparently do process at least
some information in an automatic, passive way, which is a condition that has been
termed mindlessness (Langer 1983).
Nonetheless, many modern theorists are beginning to regard some instances of
conditioning as cognitive processes, especially where expectations are formed
about the linkages between stimuli and responses. Studies using masking effects,
wherein it is difficult for subjects to learn CS/UCS associations, show substantial
reductions in conditioning (Allen and Madden 1985).
The information processing theory (or cognitive theory) is central to the variety of
hierarchy of effect models which, as Barry and Howard (1990, 121) explain, posit
that consumers go through a variety of stages, namely cognitive, affective, and
conative, in responding to advertising, and other marketing messages.
Accordingly, the dominant pattern of relationship between the three stages is that
cognition (thought) precedes both affect (feeling) and conation (behavior)
(Marsden and Littler 1998, 7).
The most widely accepted position that opposes behaviorism is that thought and
feeling can produce change in action directly. This is cognitivism; in its strongest
form it suggests that attitudes control behavior, and reinforcement only acts by
changing attitudes. Overall, the implication for marketing strategy is that -
Consumers must be exposed to information [e.g., advertising] if it is to influence
their behavior (Stendhal and Craig 1982, 314).
In addition, the cognitive theories have been criticized for assuming that
individuals are complex information processing entities. Nevertheless, the problem
solving perspective has tended to dominate the field of consumer research. And as
discussed next, decision making models that have governed consumer theory, are
in fact based on the fundamentals of the cognitive principle.
 CHAPTER-III

RESEARCH METHODLOGY

RESEARCH METHODOLOGY:

Research is growing need in any organization of the present world. It is

helpful in identifying the customer needs and wants so as to lunch a product or to
bring about improvements in the existing products. Thi9s is done to gain
competitive edge over others. Success of the research depends upon the
methodology adopted. The study was based on descriptive research.
The research methodology deals with the research design, data collection,
sampling methods, fieldwork, and the analysis and interpretation of research work.

RESEARCH PROBLEM:
 GRAAK SHOE INDUSTRY. Wanted a feedback of the following
from the customers.
The most preferred product brand in GRAAK SHOE INDUSTRY
The level of satisfaction on various attributes of GRAAK SHOE
INDUSTRY products.

SOURCE OF DATA:
Primary data was utilized for the purpose of the study by the researcher.
Structured questionnaire have been used as the major tool for primary data
collection. Direct and indirect as well as open and closed end questions were
included to get in insight into physical needs, attitudes level of the respondents.
SAMPLING DESIGN:
It is the procedure or process of selecting a sample from the population.

POPULATION
Chennai people are using various brands of GRAAK SHOE INDUSTRY.
The survey was conducted in Chennai.
SAMPLING UNIT
The study was conducted among the consumers using products from
Chennai.
SAMPLE SIZE
Considering the nature and extent of the study and with the time constraint
the sample size of 110 consumers was selected.
STATISTICAL TOOL

Chi-square test is used for the study. Chi-square test is one of the
important tests developed to test hypothesis. It is a non parametric test. It
is frequently used for testing hypothesis concerning the difference
between a set of observed frequencies of a sample and corresponding set of
expected or theoretical frequencies.

X2= (O E)^2/ E

Where O = observed frequencies,

E = expected frequencies,

Degree of freedom (v) = n-k

n = number of frequency classes

k = number of independent constraints.

For a contingency table with r number of rows and c number of columns the
degree of freedom is V= (r-1) (c-1)

The following steps are required to determine the value of the chi-square test.

1. Calculate the expected frequencies

2. Take the difference between observed and expected frequencies.

3. Obtain the square of the difference.

4. Divide (O- E)^2 with the expected frequency.

5. Obtain (O E)^2/ E

The calculated value of x^2

is compared with the table value of x^2 for a given degree of freedom at a certain
specified level of significance. If the calculated value is more than table value, null
hypothesis is rejected and accept the alternative hypothesis. If the calculated value
is less than table value, null hypothesis is accepted and alternative hypothesis is
rejected.

The important applications of chi-square test are given below.

To test the variance of a normal population.

To test the goodness of fit.
To test the independence of attributes.

Hypothesis

Hypothesis is considered as the most important instrument in research. A

hypothesis is an assumption or some assumption to be proved or disapproved.
Hypothesis can also be divided as

(1) Null Hypothesis or

(2) Alternative Hypothesis.
Null Hypothesis:

It is a statement that no difference exists between a population

parameter and a sample statistic

Alternative Hypothesis: When the null hypothesis is rejected, then, we are

accepting the
alternative hypothesis. The alternative hypothesis is the logical opposite of the null
hypothesis.
LIMITATIONS OF STUDY:
Since the study is Limited to a period of time.

The information given by the respondents may be biased.

Due to time constraint the sample size was restricted to 200 only.

Respondents in many cases were unable to rate various aspects and

responses were based on each persons way of thinking.
 INDUSTRY PROFILE

INTRODUCTION TO THE INDUSTRY

A shoe is an item of footwear intended to protect and comfort the human

foot while doing various activities. Shoes are also used as an item of decoration.
The design of shoes has varied enormously through time and from culture to
culture, with appearance originally being tied to function. Additionally, fashion has
often dictated many design elements, such as whether shoes have very high heels
or flat ones. Contemporary footwear varies widely in style, complexity and cost.
Basic sandals may consist of only a thin sole and simple strap. High fashion shoes
may be made of very expensive materials in complex construction and sell for
thousands of dollars a pair. Other shoes are for very specific purposes, such
as boots designed specifically for mountaineering or skiing.

Traditionally, shoes have been made from leather, wood or canvas, but are
increasingly made from rubber, plastics, and other petrochemical-derived
materials.
 Though it has evolved over hundreds of thousands of years in relation to
vastly varied terrain and climate conditions, the human foot is still vulnerable to
environmental hazards such as sharp rocks and hot ground, against which, shoes
can protect.

Footwear is a human made outer covering of foot. When the human beings
came into existence, they were required to protect themselves from, cold
dampness, dust, heat, and roughness of ground while standing, walking or even
running. So they originate shoes for the protection of their feet. It is conventionally
made out of leather but the aforesaid can be made with synthetic material. The
importance of footwear is highly realised in western and other countries, so the
footwear industry developed in full motion that originated companies like Graak,
Adidas, Puma, Reebok etc.
 In recent years, there has been a temperament for the footwear sector in the
developing world to become successful in exporting to industrially advanced
countries. Local markets in developing countries for domestically produced
footwear have also grown. These latest trends have resulted in the entrenchment of
relatively large scale and capital intensive plants. Domestic enterprises with less
access to technical information have thus tended to adopt manufacturing methods
similar to those in 'turn-key' factories, at the expense of technologies more suitable
to local conditions, especially at low scales of production. In western countries
especially in Europe, the footwear industry has declined in the last few years.
While in 2005, there were about 27.000 firms engaged in footwear industry; in
2008 there were only 24.000. Along with the number of firms, the direct
employment has also decreased. The only factors that remained almost steady were
production value and the value added at factor cost.

Indian footwear sector is one of the major revenue earners in country.

The footwear industry is a significant segment of the leather and
fashion industry in India. Footwear industry is basically labour
intensive and is generally seen that it is concentrated in the small
and cottage sectors.

The Indian footwear industry ranks second among the footwear producing
countries next to China.

India is the world's second largest producer of footwear; its

production estimated over 700 million pairs per annum. At about US $
300 million per year, footwear accounts for 18 percent share of total
exports of leather exports.
 Various types of shoes produced and exported from India include dress
shoes, casuals, moccasins, sports shoes, horacchis, sandals,
ballerinas, and booties. Major production centres are Chennai
(Madras), Delhi, Agra, Kanpur, Mumbai (Bombay), Calcutta and
Jalandhar.

Most of the modern footwear manufacturers in India are already

supplying to well established brands in Europe and USA. The large
domestic market and the opportunity to cater to world markets makes
India an attractive destination for technology and investments. Equally relevant is
it for the footwear components industry, at this juncture, it is posed for real growth
and diversification.

India is the second largest footwear manufacturer in the world, next

only to China. Nearly 58 percent of the industry, which is by and
large labour intensive and concentrated in the small and cottage
industry sectors, remains unbranded. However, as part of its effort to
play a lead role in the global trade, the Indian leather industry is
now focusing on key deliverables of innovative design, state-of-the-
art production technology and unfailing delivery schedules.

Globally, the trend towards sourcing to countries with low-cost

production continues. Overall, the Far East continues to be the key
area for footwear sourcing, but Eastern Europe (Romania and Bulgaria)
has become more important as closer proximity helps European retailers
to move faster. India and Vietnam are also considered important for
sourcing. India is especially strong in the mens footwear segment
though the worlds major production is in ladies footwear. This not
only limits the scope for footwear exports, but also points to a huge
potential in the domestic market. Proper branding and promotion can
greatly increase the domestic demand in ladies footwear.

While leather shoes and uppers are concentated in large scale units,
the sandals and chappals are produced in household and cottage sector.
In the case of chappals and sandals, use of non-leather material is
prevalent in the domestic market.

Footwear is the product to protect human feet from effects of all biological
damages. Footwear industry is age old traditional industry in India and it has been
changed structurally into different segments like casual-wears, dress-wears and
sportswear. New segment is emerging for medical purposes as medical-wear like
diabetic footwear. Many companies use to concentrate different segment like
mens-wear, womens-wear and childrens-wear separately. Footwear industry has
been giving considerable amount of employment to the nation especially weaker
sections and minority sections of society in India. Population growth, exports,
domestic markets are the factors of expansion of footwear industry and creation of
employment opportunities in this sector. This case study reveals the production
capacities, structure of industry, exports growth, global imports, per capita
consumption and estimates of future requirements of human resources in footwear
industry in India.

Spanish cave drawings from more than 15,000 years ago show humans with
animal skins or furs wrapped around their feet. The body of a well-preserved ice-
man nearly 5,000 years old wears leather foot coverings stuffed with straw. Shoes,
in some form or another, have been around for a very long time. The evolution of
foot coverings, from the sandal to present-day athletic shoes that are marvels of
engineering, continues even today as we find new materials with which to cover
our feet.

Has the shoe really changed that much though? We are, in fact, still
wearing sandals the oldest crafted foot covering known to us. Moccasins are still
readily available in the form of the loafer. In fact, many of the shoes we wear today
can be traced back to another era. The Cuban heel may have been named for the
dance craze of the 1920s, but the shape can be seen long before that time.
Platform soles, which are one of the most recognisable features of footwear in the
1970s and 1990s were handed down to us from 16th century chopines. Then,
high soles were a necessity to keep the feet off of the dirty streets. Today, they are
worn strictly for fashions sake. The poulaine, with its ridiculously long toes is not
that different from the winkle-pickers worn in the 1960s.

If one can deduce that basic shoe shapes have evolved only so much, it is
necessary to discover why this has happened. It is surely not due to a lack of
imagination the colours and materials of shoes today demonstrate that. Looking
at shoes from different parts of the world, one can see undeniable similarities.
While the Venetians were wearing the chopine, the Japanese balanced on high-
soled wooden shoes called geta. Though the shape is slightly different, the idea
remains the same. The Venetians had no contact with the Japanese, so it is not a
case of imitation. Even the mystical Chinese practise of footbinding has been
copied (though to a lesser extent) in our culture. Some European women and men
of the past bound their feet with tape and squashed them into too-tight shoes. In
fact, a survey from the early 1990s reported that 88 percent of American women
wear shoes that are too small!
 As one examines the history of footwear, both in the West and in other parts
of the world, the similarities are apparent. Though the shoemakers of the past never
would have thought to pair a sandal with a platform sole, our shoe fashions of
today are, for the most part, modernised adaptations of past styles.

HISTORY OF THE INDUSTRY

 The earliest known shoes are sandals dating from approximately 7000 or
8000 BC, found in the Fort Rock Cave in the US state of Oregon in 1938. The
world's oldest leather shoe, made from a single piece of cowhide laced with a
leather cord along seams at the front and back, was found in the Areni-1 cave
complex in Armenia in 2008 and is believed to date to 3500 BC. tzi the Iceman's
shoes, dating to 3300 BC, featured brown bearskin bases, deerskin side panels, and
a bark-string net, which pulled tight around the foot. The Jotunheimen shoe was
discovered in August 2006. Archaeologists estimate that the leather shoe was made
between 1800 and 1100 BC, making it the oldest article of clothing discovered in
Scandinavia.

It is thought that shoes may have been used long before this, but because the
materials used were highly perishable, it is difficult to find evidence of the earliest
footwear. By studying the bones of the smaller toes (as opposed to the big toe), it
was observed that their thickness decreased approximately 40,000 to 26,000 years
ago. This led archaeologists to deduce that wearing shoes resulted in less bone
growth, resulting in shorter, thinner toes. These earliest designs were very simple
in design, often mere "foot bags" of leather to protect the feet from rocks, debris,
and cold. They were more commonly found in colder climates.

Many early natives in North America wore a similar type of footwear,

known as the moccasin. These are tight-fitting, soft-soled shoes typically made out
of leather or bison hides. Many moccasins were also decorated with various beads
and other adornments. Moccasins were not designed to be waterproof, and in wet
weather and warm summer months, most Native Americans went barefoot.

As civilizations began to develop, thong sandals (the precursors of the

modern flip-flop) were worn. This practice dates back to pictures of them inancient
Egyptian murals from 4000 BC. One pair found in Europe was made
of papyrus leaves and dated to be approximately 1,500 years old. They were also
worn in Jerusalem during the first century of the Common Era. [8] Thong sandals
were worn by many civilizations and made from a wide variety of materials.
Ancient Egyptian sandals were made from papyrus and palm leaves.
The Masai of Africa made them out of rawhide. In India they were made
from wood. In China and Japan, rice straw was used. The leaves of the sisal plant
were used to make twine for sandals in South America while the natives of Mexico
used the Yucca plant.

While thong sandals were commonly worn, many people in ancient times,
such as the Egyptians, Hindus and Greeks, saw little need for footwear, and most
of the time, preferred being barefoot. The Egyptians and Hindus made some use of
ornamental footwear, such as a soleless sandal known as a "Cleopatra", which did
not provide any practical protection for the foot. The ancient Greeks largely
viewed footwear as self-indulgent, unaesthetic and unnecessary. Shoes were
primarily worn in the theater, as a means of increasing stature, and many preferred
to go barefoot. Athletes in the Ancient Olympic Games participated barefoot and
naked. Even the gods and heroes were primarily depicted barefoot, and
the hoplite warriors fought battles in bare feet and Alexander the Great conquered
his vast empire with barefoot armies. The runners of Ancient Greece are also
believed to have run barefoot. Pheidippides, the first marathoner, ran from
Athens to Sparta in less than 36 hours. After the Battle of Marathon, he ran straight
from the battlefield to Athens to inform the Athenians of the news.

The Romans, who eventually conquered the Greeks and adopted many
aspects of their culture, did not adopt the Greek perception of footwear and
clothing. Roman clothing was seen as a sign of power, and footwear was seen as a
necessity of living in a civilized world, although the slaves and paupers usually
went barefoot. Roman soldiers were issued with chiral footwear. There are
references to shoes being worn in the Bible.

Middle Ages and Early Modern period

A common casual shoe in the Pyrenees during the Middle Ages

were espadrilles. These are sandals with braided jute soles and a fabric upper
portion, and often includes fabric laces that tie around the ankle. The term
is French and comes from the esparto grass. The shoes originate in
the Catalonian region of Spain as early as the 13th century, and were commonly
worn by peasants in the farming communities in the area.[10]

Dutch pattens, ca. 1465. Excavated from the archeological site of Walraversijde,
near Ostend, Belgium

Many medieval shoes were made using the turn shoe method of
construction, in which the upper was turned flesh side out, and was lasted onto the
sole and joined to the edge by a seam. The shoe was then turned inside-out so that
the grain was outside. Some shoes were developed with toggled flaps
or drawstrings to tighten the leather around the foot for a better fit. Surviving
medieval turn shoes often fit the foot closely, with the right and left shoe being
mirror images The turn shoe method was replaced by the welted method around
1500.

By the 15th Century, pattens became popular by both men and women
in Europe. These are commonly seen as the predecessor of the modern high-heeled
shoe, while the poor and lower classes in Europe, as well as slaves in the New
World, and were barefoot. In the 15th century,
the Crakow was fashionable in Europe. This style of shoe is named because it is
thought to have originated in Krakw, the capitol of Poland. The style is
characterized by the point of the shoe, known as the "polaine", which often was
supported by a whalebone tied to the knee to prevent the point getting in the way
while walking. Also during the 15th century, chopines were created in Turkey, and
were usually 7-8 inches (17.7-20.3 cm) high. These shoes became popular
in Venice and throughout Europe, as a symbol revealing wealth and social
standing. During the 16th century, royalty started wearing high-heeled shoes to
make them look taller or larger than life, such as Catherine de Medici or Mary I of
England. By 1580, even men wore them, and a person with authority or wealth was
often referred to as, "well-heeled".

Eventually the modern shoe, with a sewn-on sole, was devised. Since the
17th century, most leather shoes have used a sewn-on sole. This remains the
standard for finer-quality dress shoes today. Until around 1800, welted rand shoes
were commonly made without differentiation for the left or right foot. Such shoes
are now referred to as "straights. Only gradually did the modern foot-specific
shoe become standard.

Industrial era
A shoemaker in the Georgian era, from The Book of English Trades, 1821.

Shoemaking became more commercialized in the mid-18th century, as it expanded

as a cottage industry. Large warehouses began to stock footwear in warehouses,
made by many small manufacturers from the area.

Until the 19th century, shoemaking was a traditional handicraft, but by the
century's end, the process had been almost completely mechanized, with
production occurring in large factories. Despite the obvious economic gains
of mass-production, the factory system produced shoes without the individual
differentiation that the traditional shoemaker was able to provide.

The first steps towards mechanization were taken during the Napoleonic
Wars by the engineer, Marc Brunel. He developed machinery for the mass-
production of boots for the soldiers of the British Army. In 1812 he devised a
scheme for making nailed-boot-making machinery that automatically fastened
soles to uppers by means of metallic pins or nails. With the support of the Duke of
York, the shoes were manufactured, and, due to their strength, cheapness, and
durability, were introduced for the use of the army. In the same year, the use of
screws and staples was patented by Richard Woodman. Brunel's system was
described by Sir Richard Phillips as a visitor to his factory in Battersea as follows:
By the late 19th century, the shoemaking industry had migrated to the factory and
was increasingly mechanized. Pictured, the bottoming room of the B. F. Spinney &
Co. factory in Lynn, Massachusetts, 1872.

"In another building I was shown his manufactory of shoes, which, like the
other, is full of ingenuity, and, in regard to subdivision of labor, brings this fabric
on a level with the oft-admired manufactory of pins. Every step in it is effected by
the most elegant and precise machinery; while, as each operation is performed by
one hand, so each shoe passes through twenty-five hands, who complete from the
hide, as supplied by the currier, a hundred pairs of strong and well-finished shoes
per day. All the details are performed by the ingenious application of the mechanic
powers; and all the parts are characterized by precision, uniformity, and accuracy.
As each man performs but one step in the process, which implies no knowledge of
what is done by those who go before or follow him, so the persons employed are
not shoemakers, but wounded soldiers, who are able to learn their respective duties
in a few hours. The contract at which these shoes are delivered to Government is
6s. 6d. per pair, being at least 2s. Less than what was paid previously for an
unequal and cobbled article."

However, when the war ended in 1815, manual labour became much
cheaper, and the demand for military equipment subsided. As a consequence,
Brunel's system was no longer profitable and it soon ceased business.
 Similar exigencies at the time of the Crimean War stimulated a renewed
interest in methods of mechanization and mass-production, which proved longer
lasting. A shoemaker in Leicester, Tomas Crick, patented the design for a riveting
machine in 1853. His machine used an iron plate to push iron rivets into the sole.
The process greatly increased the speed and efficiency of production. He also
introduced the use of steam-powered rolling-machinesfor hardening leather and
cutting-machines, in the mid-1850s.

Advertisement in an 1896 issue of McClures for "The Regal".

The sewing machine was introduced in 1846, and provided an alternative

method for the mechanization of shoemaking. By the late 1850s, the industry
was beginning to shift towards the modern factory, mainly in the US and areas
of England. A shoe stitching machine was invented by the American Lyman
Blake in 1856 and perfected by 1864. Entering in to partnership with McKay,
his device became known as the McKay stitching machine and was quickly
adopted by manufacturers throughout New England. As bottlenecks opened up
in the production line due to these innovations, more and more of the
manufacturing stages, such as pegging and finishing, became automated. By the
1890s, the process of mechanization was largely complete.

Since the mid-20th Century, advances in rubber, plastics, synthetic cloth, and
industrial adhesives have allowed manufacturers to create shoes that stray
considerably from traditional crafting techniques. Leather, which had been the
primary material in earlier styles, has remained standard in expensive dress
shoes, but athletic shoes often have little or no real leather. Soles, which were
once laboriously hand-stitched on, are now more often machine stitched or
simply glued on. Many of these newer materials, such as rubber and plastics,
have made shoes less biodegradable. It is estimated that most mass-produced
shoes require 1000 years to degrade in a landfill.[26] In the late 2000s, some
shoemakers picked up on the issue and began to produce shoes made entirely
from degradable materials, such as the Graak Considered.

In 2007, the global shoe industry had an overall market of $107.4 billion, in
terms of revenue, and is expected to grow to $122.9 billion by the end of 2012.
Shoe manufacturers in the People's Republic of China account for 63% of
production, 40.5% of global exports and 55% of industry revenue. However,
many manufacturers in Europe dominate the higher-priced, higher value-added
end of the market.

Culture and folklore

Haines Shoe House in Hallam, Pennsylvania

 As an integral part of human culture and civilization, shoes have found their
way into our culture, folklore, and art. A popular 18th century nursery
rhyme is there was an Old Woman Who Lived in a Shoe. This story tells about
an old woman living in a shoe with a lot of children. In 1948, Mahlon Haines, a
shoe salesman in Hallam, Pennsylvania, built an actual house shaped like
a work boot as a form of advertisement. The Haines Shoe House was rented to
newlyweds and the elderly until his death in 1962. Since then, it has served as
anice cream parlor, a bed and breakfast, and a museum. It still stands today and
is a popular roadside attraction.

Shoes also play an important role in the fairy tales Cinderella and The Red
Shoes. In the movie adaption of the children's book The Wonderful Wizard of
Oz, a pair of red ruby slippers play a key role in the plot. The 1985 comedy The
Man with One Red Shoe features an eccentric man wearing one normal
business shoe and one red shoe that becomes central to the plot.

Sports shoes in Hong Kong

Athletic sneaker collection has also existed as a part of urban subculture in

the United States for several decades. Recent decades have seen this trend
spread to European nations such as the Czech Republic. A Sneaker head is a
person who owns multiple pairs of shoes as a form of collection and fashion. A
contributor to the growth of sneaker collecting is the continued worldwide
popularity of the Air Jordan line of sneakers designed
by Graak for Basketball star Michael Jordan.

In the Holy Bible's Old Testament, the shoe is used to symbolize something
that is worthless or of little value. In the New Testament, the act of removing
one's shoes symbolizes servitude. Ancient Semitic-speaking peoples regarded
the act of removing their shoes as a mark of reverence when approaching a
sacred person or place. In the Book of Exodus, Moses was instructed to remove
his shoes before approaching the burning bush:

Put off thy shoes from off thy feet, for the place whereon thou standest [is]
holy ground

Salt Crystal Shoes, art installation at the Dead Sea by Israeli artist Sigalit
Landau

The removal of the shoe also symbolizes the act of giving up a legal right.
In Hebrew custom, the widow removed the shoe of her late husband's brother to
symbolize that he had abandoned his duty. In Arab custom, the removal of one's
shoe also symbolized the dissolution of marriage.

In Arab culture, showing the sole of one's shoe is considered an insult, and
to throw a shoe and hit someone with it is considered an even greater insult.
Shoes are considered to be dirty as they frequently touch the ground, and are
associated with the lowest part of the body the foot. As such, shoes are
forbidden in mosques, and it is also considered unmannerly to cross the legs
and display the soles of one's shoes to someone when talking to them. This
insult was demonstrated in Iraq, first when Saddam Hussein's statue was
toppled in 2003, Iraqis gathered around it and struck the statue with their shoes.
[34]
Secondly, in 2008, United States President George W. Bush had a shoe
thrown at him by a journalist as a statement against the war that was brought to
Iraq and the lives that it has cost. More generally, shoe-throwing or shoeing,
showing the sole of one's shoe or using shoes to insult are forms of protest in
many parts of the world. Incidents where shoes were thrown at political figures
have taken place in Australia, India, Ireland, Taiwan, Hong Kong, Pakistan,
the United Kingdom, the United States, and most notably the Arab world.

Empty shoes may also symbolize death. In Greek culture, empty shoes are
the equivalent of the American funeral wreath. For example, empty shoes
placed outside of a Greek home would tell others that the family's son has died
in battle.[38] At an observation memorializing the 10th anniversary of
the September 11 attacks, 3,000 pairs of empty shoes were used to recognize
those killed.

The Shoes on the Danube Bank is a memorial in Budapest, Hungary.

Conceived by film director Can Today, he created it on the east bank of
the Danube River with sculptor Gyula Pauer to honor the Jews who were killed
by fascist Arrow Cross militiamen in Budapest during World War II. They were
ordered to take off their shoes, and were shot at the edge of the water so that
their bodies fell into the river and were carried away. The memorial represents
their shoes left behind on the bank.

Shoe construction
See also: Shoe insert and Arch support
 Parts of a shoe

The basic anatomy of a shoe is recognizable, regardless of the specific style of

footwear.

A shoemaker making turn shoes at the Roscheider Hof Open Air Museum

All shoes have a sole, which is the bottom of a shoe, in contact with the ground.
Soles can be made from a variety of materials, although most modern shoes
have soles made from natural rubber, polyurethane, or polyvinyl
chloride (PVC) compounds.[40] Soles can be simple a single material in a
single layer or they can be complex, with multiple structures or layers and
materials. When various layers are used, soles may consist of
an insole, midsole, and an outsole.

The insole is the interior bottom of a shoe, which sits directly beneath the
foot under the footbed (also known as sock liner). The purpose of insole is to
attach to the lasting margin of the upper, which is wrapped around
the last during the closing of the shoe during the lasting operation. Insoles are
usually made of cellulosic paper board or synthetic non woven insole board.
Many shoes have removable and replaceable footbeds. Extra cushioning is
often added for comfort (to control the shape, moisture, or smell of the shoe) or
health reasons (to help deal with differences in the natural shape of the foot or
positioning of the foot during standing or walking).

The outsole is the layer in direct contact with the ground. Dress shoes often
have leather or resin rubber outsoles; casual or work-oriented shoes have
outsoles made of natural rubber or a synthetic material like polyurethane. The
outsole may comprise a single piece, or may be an assembly of separate pieces,
often of different materials. On some shoes, the heel of the sole has a rubber
plate for durability and traction, while the front is leather for style. Specialized
shoes will often have modifications on this design: athletic or so called cleated
shoes like soccer, rugby, baseball and golf shoes have spikes embedded in the
outsole to improve traction.

The midsole is the layer in between the outsole and the insole, typically
there for shock absorption. Some types of shoes, like running shoes, have
additional material for shock absorption, usually beneath the heel of the foot,
where one puts the most pressure down. Some shoes may not have a midsole at
all.

The heel is the bottom rear part of a shoe. Its function is to support the heel
of the foot. They are often made of the same material as the sole of the shoe.
This part can be high for fashion or to make the person look taller, or flat for a
more practical and comfortable use.[41] On some shoes the inner forward point
of the heel is chiseled off, a feature known as a "gentleman's corner". This piece
of design is intended to alleviate the problem of the points catching the bottom
of trousers and was first observed in the 1930s.

The upper 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, trainers and most men's shoes,
will have a more complex upper. This part is often decorated or is made in a
certain style to look attractive. The upper is connected to the sole by a strip of
leather, rubber, or plastic that is stitched between it and the sole, known as
a welt.

Most uppers have a mechanism, such as laces, straps with buckles, zippers,
elastic, velcro straps, buttons, or snaps, for tightening the upper on the foot.
Uppers with laces usually have a tongue that helps seal the laced opening and
protect the foot from abrasion by the laces. Uppers with laces also have eyelets
or hooks to make it easier to tighten and loosen the laces and to prevent the lace
from tearing through the upper material. An aglet is the protective wrapping on
the end of the lace.

The vamp is the front part of the shoe, starting behind the toe, extending
around the eyelets and tongue and towards back part of the shoe.

The medial is the part of the shoe closest to a person's center of symmetry,
and the lateral is on the opposite side, away from their center of symmetry.
This can be in reference to either the outsole or the vamp. Most shoes
have shoelaces on the upper, connecting the medial and lateral parts after one
puts their shoes on and aiding in keeping their shoes on their feet. In
1968, Puma SE introduced the first pair of sneakers with Velcro straps in lieu of
shoelaces, and these became popular by the 1980s, especially among children
and the elderly.
 The toe box is the part that covers and protects the toes. People with toe
deformities, or individuals who experience toe swelling (such as long distance
runners) usually require a larger toe box.[45]

Types

There are a wide variety of different types of shoes. Most types of shoes are
designed for specific activities. For example, boots are typically designed for
work or heavy outdoor use. Athletic shoes are designed for particular sports
such as running, walking, or other sports. Some shoes are designed to be worn
at more formal occasions, and others are designed for casual wear. There are
also a wide variety of shoes designed for different types of dancing. Orthopedic
shoes are special types of footwear designed for individuals with particular foot
problems or special needs. Other animals, such as dogs and horses, may also
wear special shoes to protect their feet as well.

Depending on the activity for which they are designed, some types of
footwear may fit into multiple categories. For example, Cowboy boots are
considered boots, but may also be worn in more formal occasions and used
as dress shoes. Hiking boots incorporate many of the protective features of
boots, but also provide the extra flexibility and comfort of many athletic
shoes. Flip-flops are considered casual footwear, but have also been worn in
formal occasions, such as visits to the White House.

Athletic
 A pair of athletic running shoes

Athletic shoes are specifically designed to be worn for participating in

various sports. Since friction between the foot and the ground is an important
force in most sports, modern athletic shoes are designed to maximize this force,
and materials, such as rubber, are used. Although, for some activities such
as dancing or bowling, sliding is desirable, so shoes designed for these
activities often have lower coefficients of friction. The earliest athletic shoes
date back to the mid 19th century were track spikes leather shoes with
metal cleatson the soles to provide increased friction during running. They were
developed by J.W. Foster & Sons, which later become known as Reebok. By
the end of the 19th century, Spalding also manufactured these shoes as
well. Adidas started selling shoes with track spikes in them
for running and soccer in 1925. Spikes were eventually added to shoes
for baseball and American football in the 20th century.[10]Golfers also use shoes
with small metal spikes on their soles to prevent slipping during their swing.

The earliest rubber-soled athletic shoes date back to 1876 in the United
Kingdom, when the New Liverpool Rubber Company madeplimsolls, or
sandshoes, designed for the sport of croquet. Similar rubber-soled shoes were
made in 1892 in the United States by Humphrey O'Sullivan, based on Charles
Goodyear's technology. The United States Rubber Company was founded the
same year and produced rubber-soled and heeled shoes under a variety of brand
names, which were later consolidated in 1916 under the name, Keds. These
shoes became known as, "sneakers", because the rubber sole allowed the
wearer to sneak up on another person. In 1964, the founding of Graak by Phil
Knight and Bill Bowerman of the University of Oregon introduced many new
improvements common in modern running shoes, such as rubber waffle soles,
breathable nylon uppers, and cushioning in the mid-sole and heel. During the
1970s, the expertise of podiatrists also became important in athletic shoe
design, to implement new design features based on how feet reacted to specific
actions, such as running, jumping, or side-to-side movement. Athletic shoes for
women were also designed for their specific physiological differences.

A pair of Converse All-Stars

Shoes specific to the sport of basketball were developed by Chuck Taylor,

and are popularly known as Chuck Taylor All-Stars. These shoes, first sold in
1917, are double-layer canvas shoes with rubber soles and toe caps, and a high
heel (known as a "high top") for added support. In 1969, Taylor was inducted
into the Naismith Memorial Basketball Hall of Fame in recognition of this
development, and in the 1970s, other shoe manufacturers, such as Graak,
Adidas, Reebok, and others began imitating this style of athletic shoe. In April
1985, Graak introduced its own brand of basketball shoe which would become
popular in its own right, the Air Jordan, named after the then-rookie Chicago
Bulls basketball player, Michael Jordan. The Air Jordan line of shoes sold $100
million in their first year.

As barefoot running became popular by the late 20th and early 21st century,
many modern shoe manufacturers have recently designed footwear that mimic
this experience, maintaining optimum flexibility and natural walking while also
providing some degree of protection. Termed as Minimalist shoes, their purpose
is to allow one's feet and legs to feel more subtly the impacts and forces
involved in running, allowing finer adjustments in running style. Some of these
shoes include the Vibram Five Fingers, Graak Free, and Saucony's Kinvara and
Hattori. Mexican huaraches are also very simple running shoes, similar to the
shoes worn by the Tarahumara people of northern Mexico, who are known for
their distance running abilities.[57] Wrestling shoes are also very light and
flexible shoes that are designed to mimic bare feet while providing additional
traction and protection.

Many athletic shoes are designed with specific features for specific
activities. One of these includes roller skates, which have metal or plastic
wheels on the bottom specific for the sport of roller skating. Similarly, ice
skates have a metal blade attached to the bottom for locomotion
across ice. Skate shoes have also been designed to provide a comfortable,
flexible and durable shoe for the sport of skateboarding.[58] Climbing shoes are
rubber-soled, tight-fitting shoes designed to fit in the small cracks and crevices
for rock climbing. Cycling shoes are similarly designed with rubber soles and a
tight fit, but also are equipped with a metal or plastic cleat to interface
withclipless pedals, as well as a stiff sole to maximize power transfer and
support the foot.

Boot
 A pair of steel-toed safety boots

A boot is a special type of shoe which covers the foot and the ankle and
extends up the leg, sometimes as far as the knee or even the hip. Most boots
have a heel that is clearly distinguishable from the rest of the sole, even if the
two are made of one piece. They are typically made of leather or rubber,
although they may be made from a variety of different materials. Boots are
worn both for their functionality protecting the foot and leg from water,
snow, mud or hazards or providing additional ankle support for strenuous
activities as well as for reasons of style and fashion.

Cowboy boots are a specific style of riding boot which combines function
with fashion. They became popular among cowboys in the western United
States during the 19th century. Traditional cowboy boots have a Cuban heel,
rounded to pointed toe, high shaft, and, traditionally, no lacing. They are
normally made from cowhide leather but may be made from more exotic skins
such as ostrich, anaconda, or elephant skins.

Hiking boots are designed to provide extra ankle and arch support, as well as
extra padding for comfort during hiking. They are constructed to provide
comfort for miles of walking over rough terrains, and protect the hiker's feet
against water, mud, rocks, and other wilderness obstacles. These boots support
the ankle to avoid twisting but do not restrict the ankle's movement too much.
They are fairly stiff to support the foot. A properly fitted boot and/or friction-
reducing patches applied to troublesome areas ensures protection
against blisters and other discomforts associated with long hikes on rugged
terrain.

During wet or snowy weather, snow boots are worn to keep the foot warm
and dry. They are typically made of rubber or other water-resistant material,
have multiple layers of insulation, and a high heel to keep snow out. Boots may
also be attached to snowshoes to increase the distribution of weight over a
larger surface area for walking in snow. Ski boots are a specialized snow boot
which are used in alpine or cross-country skiing and designed to provide a way
to attach the skier to his/her skis using ski bindings. The ski/boot/binding
combination is used to effectively transmit control inputs from the skier's legs
to the snow. Ice skates are another specialized boot with a metal blade attached
to the bottom which is used to propel the wearer across a sheet of ice. Inline
skates are similar to ice skates but with a set of three to four wheels in lieu of
the blade, which are designed to mimic ice skating on solid surfaces such as
wood or concrete.

Boots are designed to withstand heavy wear to protect the wearer and
provide good traction. They are generally made from sturdy leather uppers and
non-leather outsoles. They may be used for uniforms of the police or military,
as well as for protection in industrial settings such as mining and construction.
Protective features may include toes and soles or ankle guards.

Dress and casual

Dress shoes are characterized by smooth and supple leather uppers, leather
soles, and narrow sleek figure. Casual shoes are characterized by sturdy leather
uppers, non-leather outsoles, and wide profile.

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, a
high-topped shoe is secured by laces or zippers, although some styles have
elastic inserts to ease slipping the shoe on.

Men's

This male dress shoe, known as aderby shoe, is distinguished by its open
lacing.

Men's shoes can be categorized by how they are closed:

Oxfords (also referred as "Balmorals"): the vamp has a V-shaped slit to

which the laces are attached; also known as "closed lacing". The word
"Oxford" is sometimes used by American clothing companies to market
shoes that are not Balmorals, such as Blchers.

Derby shoe: the laces are tied to two pieces of leather independently
attached to the vamp; also known as "open lacing" and is a step down in
dressiness. If the laces are not independently attached to the vamp, the shoe
is known as a blucher shoe. This name is, in American English, often used
about derbys.

Monk-straps: a buckle and strap instead of lacing

 Slip-ons: There are no lacings or fastenings. The popular loafers are part of
this category, as well as less popular styles, such as elastic-sided shoes.

Men's shoes can also be decorated in various ways:

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.

Brogues (American: wing-tips): The toe of the shoe is covered with a

perforated panel, the wing-tip, which extends down either side of the shoe.
Brogues can be found in both balmoral and blucher styles, but are
considered slightly less formal.

Formal high-end men's shoes are manufactured by several companies around

the world, most notably in England, France, Italy, and America. Notable British
brands include: Church's English Shoes (est. 1873), John Lobb Bootmaker (est.
1849), Edward Green Shoes (est. 1890), and Crockett & Jones (est. 1879). Both
John Lobb and Edward Green offer bespoke products. In between the world
wars, men's footwear received significant innovation and design, led
by cobblers and cordwainers in London's West End. The most notable French
product is made by J.M. Weston. Armani of Italy was a major influence on
men's shoe design in the 1960s1980s until they returned to the larger
proportions of its forebears, the welt-constructed Anglo-American dress shoe
originally created in Edwardian England. Another well-known Italian company
is Salvatore Ferragamo Italia S.p.A.. The remaining elite American companies
are Allen Edmonds and Alden Shoe Company. Alden, located in New England,
specializes in genuine shell cordovan leather from the only remaining horse
tannery in America (Chicago) and is completely manufactured in America,
whereas Allen Edmonds, of Wisconsin, is a larger company that outsources
some of its production.

Women's

High heel sandals

There is a large variety of shoes available for women, in addition to most of the
men's styles being more accepted as unisex. Some broad categories are:

High-heeled footwear is footwear that raises the heels, typically 2 inches

(5 cm) or more above the toes, commonly worn by women for formal
occasions or social outings. Variants include kitten heels (typically 1-
2 inches high) and stiletto heels (with a very narrow heel post) and wedge
heels (with a wedge-shaped sole rather than a heel post).

Mules are shoes or slippers with no fitting around the heel (i.e. they are
backless)

Sling backs are shoes which are secured by a strap behind the heel, rather
than over the top of the foot.
 Ballet flats, known in the UK as ballerinas, ballet pumps 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.

Court shoes, known in the United States as pumps, are typically high-
heeled, slip-on dress shoes.

Women's high heel pump

Unisex

Clog

Platform shoe: shoe with very thick soles and heels

Sandals: open shoes consisting of a sole and various straps, leaving much of
the foot exposed to air. They are thus popular for warm-weather wear,
because they let the foot be cooler than a closed-toed shoe would.

Saddle shoe: leather shoe with a contrasting saddle-shaped band over the
instep, typically white uppers with black "saddle".

Slip-on shoe: a dress or casual shoe without shoelaces or fasteners; often

with tassels, buckles, or coin-holders (penny loafers).
 Boat shoes, also known as "deck shoes": similar to a loafer, but more casual.
Laces are usually simple leather with no frills. Typically made of leather and
featuring a soft white sole to avoid marring or scratching a boat deck. The
first boat shoe was invented in 1935 by Paul A. Sperry.

Slippers: For indoor use, commonly worn with pajamas.

COMPANY PROFILE

Graak Shoe Industries Company main productions are work, military and
casual footwear. The company CEO- Gajendra prasath, Managing Director- A.
Grishkumar. The shoes are manufactured in the company's factory that is located
in the second industrial city of Dammam, Eastern Province, and it covers a total
area of 15,000 m2.

Graak Shoe Industry is major supplier to most of the companies in the

Kingdom. Just to name a few are shoe industry, SABIC, Saudi Arabian Airlines,
LUBREF and others. supplies to Industry Guards. supplies to many Defense
Sectors in Gulf States.

Graak Shoe Industry was established in 1998 making joint venture with
the American Wolverine company under the name Saudi Shoes Company. In 1994,
the Saudi owners have bought the market share of the American partner so that the
company became totally national company.

In the beginning Graak focused only to produce work and military footwear.
In 2000, it took a step forward in its development and added a new production line
to produce comfort shoe brand for men. Starting from 2005, the company name
has been changed to Saudi Leather Industries Company as a specialized company
in all leather industries. The company went through three stages of expansion. The
latest was in 2010, to enhance production capacity to cover increase in demand.

Today Graak Shoe Industry products holds major share in Saudi market for
both work and military footwear sector. Also holds a good share in GCC market.
Recently, begin penetrate to hold share in some African markets.

The vision

To be the pioneer manufacturer of safety and military shoes in GCC &

Arabian countries

The mission

Graak Shoe Industries works hard to satisfy consumers needs by making

high quality products, provide the highest level of customer service and continues
improvement in administrative, human and technical resources.

CHAPTER-IV

DATA ANALYSIS AND INTERPRETATIONS

TABLE 4.1

Gender
 Frequency Percent Valid Percent Cumulative
Percent

Male 60 54.5 54.5 54.5

50 45.5 45.5 100.0
Valid Female

Total 110 100.0 100.0

CHART

INTERPRETATION:
From the table 54.5% of the Distribution of respondents by gender are male, 45.5%
of the Distribution of respondents by gender Female.

TABLE 4.2

Age
Frequency Percent Valid Percent Cumulative
Percent
15 13.6 13.6 13.6
17-21 years

33 30.0 30.0 43.6

21-27 years

Valid 41 37.3 37.3 80.9

27-32 years

21 19.1 19.1 100.0

33 and above

Total 110 100.0 100.0

CHART

INTERPRETATION:
From the table 13.6% of the Employee age are 17-21years, 30.0% of the Employee
age are 21-27 years, 37.3% of the Employee age are 27-32 years, and 19.1% of the
Employee age are 33 and Above.

TABLE 4.3

Annual house hold income

Frequency Percent Valid Percent Cumulative
Percent
Under 3 lakhs 20 18.2 18.2 18.2
33 30.0 30.0 48.2
3 lakhs- 5 lakhs

34 30.9 30.9 79.1

Valid 5 lakhs - 10 lakhs

23 20.9 20.9 100.0

10 lakhs and more

Total 110 100.0 100.0

CHART

INTERPRETATION:
From the table-3 18.2% of the Annual House hold income are Under 3 lakhs,
30.0% of the Annual House hold income are 3 lakhs-5 lakhs, 30.9% of the Annual
House hold income are 5 lakhs-10 lakhs, 20.9% of the Annual House hold income
are 10 lakhs and more.

TABLE 4.4

Education
Frequency Percent Valid Percent Cumulative
Percent

High school 20 18.2 18.2 18.2

Graduation 35 31.8 31.8 50.0
36 32.7 32.7 82.7
Post-Graduation
Valid
19 17.3 17.3 100.0
Higher studies

Total 110 100.0 100.0

CHART

INTERPRETATION:
From the table 4.4 18.2% of the employees come under the Qualification level of
High school, 31.8% of the employees come under the Graduation. 32.7% of the
employees come under the Post-Graduation, 17.3% of the employee come under
the Higher studies.

TABLE 4.5

Occupation

Frequency Percent Valid Percent Cumulative

Percent

Student 18 16.4 16.4 16.4

31 28.2 28.2 44.5

Service
36 32.7 32.7 77.3
Business
Valid
25 22.7 22.7 100.0
Professional

110 100.0 100.0

Total
CHART

INTERPRETATION:
 From the table 4.5 16.4% of the employees come under the Occupation of
Students, 28.2% of the employees come under the service. 32.7% of the employees
come under the Business, 22.7% of the employee come under the Professional.

TABLE 4.6

Leisure time
Frequency Percent Valid Percent Cumulative
Percent

Sports 9 8.2 8.2 8.2

Surfing net 16 14.5 14.5 22.7

T.V. 19 17.3 17.3 40.0

Going on a walk 22 20.0 20.0 60.0

Valid Reading 28 25.5 25.5 85.5

16 14.5 14.5 100.0

Going out with friends
(to cafes, movies..)

Total 110 100.0 100.0

CHART

INTERPRETATION:
From the table 4.6 8.2% of the employees come under the Leisure time of Sports,
14.5% of the employees come under the surfing net. 17.3% of the employees come
under the T.V., 20.0% of the employee come under the Going to walk, 25.5% of the
employees come under the reading,14.5% of the employees come under going out
with friends(to cafes, movies).

TABLE 4.7

Beverages
Frequency Percent Valid Percent Cumulative
Percent

Hot 55 50.0 50.0 50.0

Cold 55 50.0 50.0 100.0

Valid
Total 110 100.0 100.0
CHART

INTERPRETATION
From 50.0% of respondents Hot that training needs are Beverages of the
respondent. While 50.0% respondents are of the opinion that training needs are
Cold of the Employee.

TABLE 4.8

Prefer normally
Frequency Percent Valid Percent Cumulative
Percent

13 11.8 11.8 11.8

Traditional footwear

Boots 23 20.9 20.9 32.7

Valid 45 40.9 40.9 73.6
Shoes

Slippers 29 26.4 26.4 100.0

Total 110 100.0 100.0

CHART

INTERPRETATION
Find that can see 11.8% of respondents say that training process as a Prefer
normally is Traditional footwear. While 20.9% are of the opinion it is Boots and
40.9% are just shoes with the training process as far as the prefer normally is
concerned. 26.4% rated training process as slippers.

TABLE 4.9

Rate yourself
Frequency Percent Valid Percent Cumulative
Percent
Highly satisfied 14 12.7 12.7 12.7
Satisfied 23 20.9 20.9 33.6

Neither satisfied nor 31 28.2 28.2 61.8

Valid dissatisfied
Dissatisfied 27 24.5 24.5 86.4
Highly Dissatisfied 15 13.6 13.6 100.0
Total 110 100.0 100.0
CHART

INTERPRETATION
From that the 12.7% respondents are Highly satisfied with the rate yourself
conducted as per the schedule. 20.9% respondents are satisfied, 28.2%
respondents are Neither satisfied nor dissatisfied with the training program while
24.5% respondents are dissatisfied,13.6% of the respondents are Highly
Dissatisfied.

TABLE 4.10

You have shoe

Frequency Percent Valid Percent Cumulative

Percent

Shops 35 31.8 31.8 31.8

38 34.5 34.5 66.4
Shoes showroom
Valid

Boots 37 33.6 33.6 100.0

Total 110 100.0 100.0

CHART

INTERPRETATION
 From that the 31.8% respondents are shops with the rate yourself
conducted as per the schedule. 34.5% respondents are shoes showroom, 33.6%
respondents are Boots.

TABLE 4.11

Shoe showroom
Frequency Percent Valid Percent Cumulative
Percent
One 11 10.0 10.0 10.0
Two 21 19.1 19.1 29.1
Three 29 26.4 26.4 55.5
Valid Four 29 26.4 26.4 81.8
20 18.2 18.2 100.0
Five or more

Total 110 100.0 100.0

CHART

INTERPRETATION
From that the 10.1% respondents are one with the shoe showroom conducted as
per the schedule. 19.1% respondents are two showroom, 26.4% respondents are
three showroom with the training program while 26.4% respondents are four
showroom, 18.2% of the respondents are Five or more shoe showroom.

TABLE 4.12

Usually stay in a showroom

Frequency Percent Valid Percent Cumulative

Percent

< 30min 29 26.4 26.4 26.4

46 41.8 41.8 68.2

30min to 1hr
Valid
35 31.8 31.8 100.0
>1hr
110 100.0 100.0
Total
CHART

INTERPRETATION
From that the 26.4% respondents are one with the usually stay in a showroom
conducted as per the schedule. 41.8% respondents are 30 min to 1hr, 31.8%
respondents are >1hr with the training program.

TABLE 4.13

What is the amount you spent

Frequency Percent Valid Percent Cumulative
Percent
< 300Rs 17 15.5 15.5 15.5
27 24.5 24.5 40.0
300-400Rs

Valid 34 30.9 30.9 70.9

200-300Rs

>500Rs 32 29.1 29.1 100.0

Total 110 100.0 100.0
CHART

INTERPRETATION
From that the 15.5% respondents are what is the amount you spent as per the
schedule that respondent in <300rs. 24.5% respondents are 300-400rs, 30.9%
respondents are 200-300Rs, 29.1% of the respondent are >500rs.

TABLE 4.14

On which day of the week

Frequency Percent Valid Percent Cumulative
Percent
Monday 7 6.4 6.4 6.4
Tuesday 15 13.6 13.6 20.0
15 13.6 13.6 33.6
Wednesday

Valid Thursday 17 15.5 15.5 49.1

Friday 19 17.3 17.3 66.4
Saturday 20 18.2 18.2 84.5
Sunday 17 15.5 15.5 100.0
Total 110 100.0 100.0
CHART

INTERPRETATION
From that the 6.4% respondents are on which day of the week as per the schedule
that respondent in Monday. 13.6% respondents are Tuesday, 13.6% respondents
are Wednesday, 15.5% of the respondent are Thursday,17.3% of the respondent are
Friday,18.2% of the respondent are Saturday, 15.5% of the respondent are Sunday.

TABLE 4.15

Usually visit the showroom

Frequency Percent Valid Percent Cumulative
Percent
17 15.5 15.5 15.5
Morning

24 21.8 21.8 37.3

Afternoon
Valid 38 34.5 34.5 71.8
Evening

Night 31 28.2 28.2 100.0

Total 110 100.0 100.0
CHART

INTERPRETATION
From that the 15.5% respondents are on usually visit the showroom as per the
schedule that respondent in Morning. 21.8% respondents are Afternoon, 34.5%
respondents are Evening, 28.2% of the respondent are Night.

TABLE 4.16

Generally visit a showroom

Frequency Percent Valid Percent Cumulative
Percent

Friends 17 15.5 15.5 15.5

Family 27 24.5 24.5 40.0

31 28.2 28.2 68.2
Valid Colleagues

Alone 35 31.8 31.8 100.0

Total 110 100.0 100.0

CHART

INTERPRETATION
From that the 15.5% respondents are on Generally visit a showroom as per the
schedule that respondent in Friends. 24.5% respondents are Family, 28.2%
respondents are Colleagues, 31.8% of the respondent are Alone.

TABLE 4.17

Every time visit shoe shops

Frequency Percent Valid Percent Cumulative
Percent

Yes 55 50.0 50.0 50.0

Valid no 55 50.0 50.0 100.0

Total 110 100.0 100.0

CHART

INTERPRETATION:
From the table 50.0% of the Distribution of respondents by Every time visit shoe
shops are yes, 50.0% of the Distribution of respondents Every time visit shoe shops
No.

TABLE 4.18

Order shoe along with socks

Frequency Percent Valid Percent Cumulative

Percent

56 50.9 50.9 50.9

yes

54 49.1 49.1 100.0

Valid no

110 100.0 100.0

Total
CHART

INTERPRETATION:
From the table it is 50.9% of the People says Yes to order shoe along with socks
and 49.1% of the People says No to order shoe along with socks.

TABLE 4.19

International chain shoe shops

Frequency Percent Valid Percent Cumulative

Percent

47 42.7 42.7 42.7

National/international
Chain

63 57.3 57.3 100.0

Valid
Non chain, privately
owned

110 100.0 100.0

Total
CHART

INTERPRETATION:
From the table it is 42.7% of the national/international chain to order shoe
international chain shoe shops and 57.3% of the Non chain, privately owned to
order international chain shoe shops.

TABLE 4.20

Favorite

Frequency Percent Valid Percent Cumulative

Percent

12 10.9 10.9 10.9

Slippers
18 16.4 16.4 27.3
Shoe

31 28.2 28.2 55.5

High heels

26 23.6 23.6 79.1

Valid Costly shoe

23 20.9 20.9 100.0

Modern branded shoe

110 100.0 100.0

Total
CHART

INTERPRETATION:
From the table it is 10.9% of the to order Favorite shoe international chain shoe are
slippers and 16.4% of the respondent are shoe, 28.2% of the respondent are high
heels,23.6% of the respondents are costly shoe, 20.9% of the respondents are
modern branded shoe privately owned to order international chain shoe shops.

TABLE 4.21

Important Attribute
Frequency Percent Valid Percent Cumulative
Percent

13 11.8 11.8 11.8

Promotional offers

24 21.8 21.8 33.6

Speed of Service

Quality of shoe 26 23.6 23.6 57.3

Valid
28 25.5 25.5 82.7
Variety of shoe items

19 17.3 17.3 100.0

Friendly employees

Total 110 100.0 100.0

CHART

INTERPRETATION:
From the table it is 11.8% of the to important attribute shoe are promotional offers
and 21.8% of the respondent are Speed of Service, 23.6% of the respondent are
Speed of service,25.5% of the respondents are Varity of shoe items, 17.3% of the
respondents are Friendly employees privately owned to order international chain
shoe shops.

TABLE 4.22

Promotional offers
Frequency Percent Valid Percent Cumulative
Percent

Highly satisfied 14 12.7 12.7 12.7

Satisfied 24 21.8 21.8 34.5

25 22.7 22.7 57.3

Neither satisfied nor
dissatisfied
Valid
Dissatisfied 28 25.5 25.5 82.7

Highly Dissatisfied 19 17.3 17.3 100.0

Total 110 100.0 100.0

CHART

INTERPRETATION
From the table 12.7% of respondent are Highly satisfied with the time given for
Promotional offers. While 21.8% respondents explained the time allotment as
satisfied. 22.7% found the time allotment to be Neither satisfied nor dissatisfied
and 25.5% respondent revealed that they are not Dissatisfied,17.3% of the Highly
Satisfied with the time given for training and Highly satisfied.

TABLE 4.23

Speed of Service

Frequency Percent Valid Percent Cumulative

Percent

Highly satisfied 8 7.3 7.3 7.3

15 13.6 13.6 20.9

Satisfied
28 25.5 25.5 46.4
Neither satisfied nor
dissatisfied
Valid
35 31.8 31.8 78.2
Dissatisfied
24 21.8 21.8 100.0
Highly Dissatisfied
110 100.0 100.0
Total
CHART

INTERPRETATION
From the table 7.3% of respondent are Highly satisfied with the time given for
Speed of service. While 13.6% respondents explained the time allotment as
satisfied. 25.5% found the time allotment to be Neither satisfied nor dissatisfied
and 31.8% respondent revealed that they are not Dissatisfied, 21.8% of the Highly
Satisfied with the time given for training and Highly satisfied.

TABLE 4.24

Quality of shoe

Frequency Percent Valid Percent Cumulative

Percent

Highly satisfied 14 12.7 12.7 12.7

27 24.5 24.5 37.3

Satisfied
31 28.2 28.2 65.5
Neither satisfied nor
dissatisfied
Valid
25 22.7 22.7 88.2
Dissatisfied
13 11.8 11.8 100.0
Highly Dissatisfied
110 100.0 100.0
Total
CHART

INTERPRETATION
From the table 12.7% of respondent are Highly satisfied with the time given for
Quality of service. While 24.5% respondents explained the time allotment as
satisfied. 28.2% found the time allotment to be Neither satisfied nor dissatisfied
and 22.7% respondent revealed that they are not Dissatisfied, 11.8% of the Highly
Satisfied with the time given for training and Highly satisfied.

TABLE 4.25

Variety of shoe items

Frequency Percent Valid Percent Cumulative

Percent

Highly satisfied 9 8.2 8.2 8.2

Satisfied 20 18.2 18.2 26.4

37 33.6 33.6 60.0

Neither satisfied nor
dissatisfied
Valid
Dissatisfied 24 21.8 21.8 81.8

Highly Dissatisfied 20 18.2 18.2 100.0

Total 110 100.0 100.0

CHART

INTERPRETATION
From the table 8.2% of respondent are Highly satisfied with the time given for
Variety of shoe items. While 18.2% respondents explained the time allotment as
satisfied. 33.6% found the time allotment to be Neither satisfied nor dissatisfied
and 21.8% respondent revealed that they are Dissatisfied, 18.2% of the Highly
Satisfied with the time given for training.

TABLE 4.26

Friendly employees
Frequency Percent Valid Percent Cumulative
Percent

Highly satisfied 16 14.5 14.5 14.5

Satisfied 29 26.4 26.4 40.9

27 24.5 24.5 65.5

Neither satisfied nor
dissatisfied
Valid
Dissatisfied 26 23.6 23.6 89.1

Highly Dissatisfied 12 10.9 10.9 100.0

Total 110 100.0 100.0

CHART

INTERPRETATION
From the table 14.5% of respondent are Highly satisfied with the time given for
Friendly employees. While 26.4% respondents explained the time allotment as
satisfied. 24.5% found the time allotment to be Neither satisfied nor dissatisfied
and 23.6% respondent revealed that they are Dissatisfied, 10.9% of the Highly
Satisfied with the time given for training.

TABLE 4.27

Ambience of the store

Frequency Percent Valid Percent Cumulative
Percent

Highly satisfied 21 19.1 19.1 19.1

Satisfied 26 23.6 23.6 42.7

29 26.4 26.4 69.1
Neither satisfied nor
dissatisfied
Valid
Dissatisfied 23 20.9 20.9 90.0

Highly Dissatisfied 11 10.0 10.0 100.0

Total 110 100.0 100.0

CHART

INTERPRETATION
From the table 19.1% of respondent are Highly satisfied with the time given for
Ambience of the store. While 23.6% respondents explained the time allotment as
satisfied. 26.4% found the time allotment to be Neither satisfied nor dissatisfied
and 20.9% respondent revealed that they are Dissatisfied, 10.0% of the Highly
Satisfied with the time given for training.

TABLE 4.28

Price of the items

Frequency Percent Valid Percent Cumulative

Percent

10 9.1 9.1 9.1

Highly satisfied
21 19.1 19.1 28.2
Satisfied
28 25.5 25.5 53.6
Neither satisfied nor
dissatisfied
Valid
34 30.9 30.9 84.5
Dissatisfied
17 15.5 15.5 100.0
Highly Dissatisfied
110 100.0 100.0
Total
CHART

INTERPRETATION
From the table 9.1% of respondent are Highly satisfied with the time given for
Price of the item. While 19.1% respondents explained the time allotment as
satisfied. 25.5% found the time allotment to be Neither satisfied nor dissatisfied
and 30.9% respondent revealed that they are Dissatisfied, 15.5% of the Highly
Satisfied with the time given for training.

TABLE 4.29

Influence the frequency

Frequency Percent Valid Percent Cumulative
Percent

yes 60 54.5 54.5 54.5

Valid no 50 45.5 45.5 100.0

Total 110 100.0 100.0

CHART

INTERPRETATION
From the table 54.5% of respondent are say Yes with the time given for influence
of the frequency. While 45.5% respondents explained the time allotment as No.

TABLE 4.30

Theme based shoe shop

Frequency Percent Valid Percent Cumulative
Percent

24 21.8 21.8 21.8

Merchandise for sale

Entertainment 47 42.7 42.7 64.5

Valid
39 35.5 35.5 100.0
Loyalty cards/ Discount
Coupons

Total 110 100.0 100.0

CHART

INTERPRETATION
From the table 21.8% of respondent are Merchandise for sale with the time given
for Theme based shoe shop. While 42.7% respondents explained the
Entertainment as satisfied. 35.5% found the time allotment to be Loyalty
cards/Discount coupons.

TABLE 4.31

Service quality satisfaction

Frequency Percent Valid Percent Cumulative

Percent

Highly satisfied 28 25.5 25.5 25.5

Satisfied 19 17.3 17.3 42.7

23 20.9 20.9 63.6

Neither satisfied nor
dissatisfied
Valid
Dissatisfied 22 20.0 20.0 83.6

Highly Dissatisfied 18 16.4 16.4 100.0

Total 110 100.0 100.0

CHART

INTERPRETATION
From the table 25.5% of respondent are Highly satisfied with the time given for
Service Quality Satisfaction. While 17.3% respondents explained the time
allotment as satisfied. 20.9% found the time allotment to be Neither satisfied nor
dissatisfied and 20.0% respondent revealed that they are Dissatisfied, 16.4% of the
Highly Satisfied with the time given for training.

TEST

TEST

T-TEST

One-Sample Statistics
N Mean Std. Deviation Std. Error Mean

Gender 110 1.4545 .50021 .04769

110 2.6182 1.01350 .09663
Occupation

One-Sample Test
Test Value = 0
t df Sig. (2- Mean 95% Confidence Interval
tailed) Difference of the Difference

Lower Upper
Gender 30.498 109 .000 1.45455 1.3600 1.5491
Occupatio 27.094 109 .000 2.61818 2.4267 2.8097
n

CORRELATION:

Correlations
Education Leisure time

1 -.074
Pearson Correlation
Education
Sig. (2-tailed) .440
N 110 110
-.074 1
Pearson Correlation
Leisure time
Sig. (2-tailed) .440
N 110 110
CHI-SQUARE

Favorite
Observed N Expected N Residual

Slippers 12 22.0 -10.0

Shoe 18 22.0 -4.0
High heels 31 22.0 9.0
Costly shoe 26 22.0 4.0
23 22.0 1.0
Modern branded shoe
Total 110

Shoe showroom
Observed N Expected N Residual

one 11 22.0 -11.0

two 21 22.0 -1.0
three 29 22.0 7.0
four 29 22.0 7.0
20 22.0 -2.0
Five or more
Total 110
 Test Statistics
Favorite Shoe showroom

Chi-Square 9.727a 10.182a

df 4 4
.045 .037
Asymp. Sig.
a. 0 cells (0.0%) have expected frequencies less than 5. The minimum
expected cell frequency is 22.0.
ONE WAY ANOVA

ANOVA

Leisure time
Sum of df Mean Square F Sig.
Squares
.036 1 .036 .016 .901
Between Groups

253.018 108 2.343

Within Groups

Total 253.055 109

 CHAPTER-V

FINDINGS, SUGGESTION, CONCLUSION

FINDINGS:
It can be 53.1% of the Distribution of respondents by gender are male,
44.2% of the Distribution of respondents by gender Female.
It can be 13.3% of the Employee age are 17-21years, 29.2% of the
Employee age are 21-27 years, 36.3% of the Employee age are 27-32 years, and
18.6% of the Employee age are 33 and Above.
It can be 17.7% of the Annual House hold income are Under 3 lakhs, 29.2%
of the Annual House hold income are 3 lakhs-5 lakhs, 30.1% of the Annual House
hold income are 5 lakhs-10 lakhs, 20.4% of the Annual House hold income are 10
lakhs and more.
It can be 17.7% of the employees come under the Qualification level of High
school, 31.0% of the employees come under the Graduation. 31.9% of the
employees come under the Post-Graduation, 16.8% of the employee come under
the Higher studies.
 It can be 15.9% of the employees come under the Occupation of Students,
27.4% of the employees come under the service. 31.9% of the employees come
under the Business, 22.1% of the employee come under the Professional.

It can be 8.0% of the employees come under the Leisure time of Sports,
14.2% of the employees come under the surfing net. 16.8% of the employees come
under the T.V., 19.5% of the employee come under the Going to walk, 24.8% of the
employees come under the reading,14.2% of the employees come under going out
with friends(to cafes, movies).

It can be 48.7% of respondents Hot that training needs are Beverages of the
respondent. While 48.7% respondents are of the opinion that training needs are
Cold of the Employee.

It can be 11.5% of respondents say that training process as a Prefer normally

is Traditional footwear. While 20.4% are of the opinion it is Boots and 39.8% are
just shoes with the training process as far as the prefer normally is concerned.
25.7% rated training process as slippers.

The 12.4% respondents are Highly satisfied with the rate yourself conducted
as per the schedule. 20.4% respondents are satisfied, 27.4% respondents are
Neither satisfied nor dissatisfied with the training program while 23.9%
respondents are dissatisfied,13.3% of the respondents are Highly Dissatisfied.

The 31.0% respondents are shops with the rate yourself conducted as per the
schedule. 33.6% respondents are shoes showroom, 32.7% respondents are Boots.

The 9.7% respondents are one with the shoe showroom conducted as per the
schedule. 18.6% respondents are two showroom, 25.7% respondents are three
showroom with the training program while 25.7% respondents are four showroom,
17.7% of the respondents are Five or more shoe showroom.
 The 25.7% respondents are one with the usually stay in a showroom
conducted as per the schedule. 40.7% respondents are 30 min to 1hr, 31.0%
respondents are >1hr with the training program.

The 15.0% respondents are what is the amount you spent as per the
schedule that respondent in <300rs. 23.9% respondents are 300-400rs, 30.1%
respondents are 200-300Rs, 28.3% of the respondent are >500rs.

The 6.2% respondents are on which day of the week as per the schedule that
respondent in Monday. 13.3% respondents are Tuesday, 13.3% respondents are
Wednesday, 15.0% of the respondent are Thursday,16.8% of the respondent are
Friday,17.7% of the respondent are Saturday, 15.0% of the respondent are Sunday.

The 15.0% respondents are on usually visit the showroom as per the schedule
that respondent in Morning. 21.2% respondents are Afternoon, 33.6% respondents
are Evening, 27.4% of the respondent are Night.

The 15.0% respondents are on Generally visit a showroom as per the

schedule that respondent in Friends. 23.9% respondents are Family, 27.4%
respondents are Colleagues, 31.0% of the respondent are Alone.

It can be 48.7% of the Distribution of respondents by Every time visit shoe

shops are yes, 48.7% of the Distribution of respondents Every time visit shoe shops
No.
It is 49.6% of the People says Yes to order shoe along with socks and 47.8%
of the People says No to order shoe along with socks.
It is 41.6% of the national/international chain to order shoe international
chain shoe shops and 55.8% of the Non chain, privately owned to order
international chain shoe shops.
 It is 10.6% of the to order Favorite shoe international chain shoe are slippers
and 15.9% of the respondent are shoe, 27.4% of the respondent are high
heels,23.0% of the respondents are costly shoe, 20.4% of the respondents are
modern branded shoe privately owned to order international chain shoe shops.
It is 11.5% of the to important attribute shoe are promotional offers and
21.2% of the respondent are Speed of Service, 23.0% of the respondent are Speed
of service,24.8% of the respondents are Varity of shoe items, 16.8% of the
respondents are Friendly employees privately owned to order international chain
shoe shops.
It can be 12.4% of respondent are Highly satisfied with the time given for
Promotional offers. While 21.2% respondents explained the time allotment as
satisfied. 22.1% found the time allotment to be Neither satisfied nor dissatisfied
and 24.8% respondent revealed that they are not Dissatisfied,16.8% of the Highly
Satisfied with the time given for training and Highly satisfied.

It can be 7.1% of respondent are Highly satisfied with the time given for
Speed of service. While 13.3% respondents explained the time allotment as
satisfied. 24.8% found the time allotment to be Neither satisfied nor dissatisfied
and 31.0% respondent revealed that they are not Dissatisfied, 21.2% of the Highly
Satisfied with the time given for training and Highly satisfied.
It can be 12.4% of respondent are Highly satisfied with the time given for
Quality of service. While 23.9% respondents explained the time allotment as
satisfied. 27.4% found the time allotment to be Neither satisfied nor dissatisfied
and 22.1% respondent revealed that they are not Dissatisfied, 11.5% of the Highly
Satisfied with the time given for training and Highly satisfied.

It can be 8.0% of respondent are Highly satisfied with the time given for
Variety of shoe items. While 17.7% respondents explained the time allotment as
satisfied. 32.7% found the time allotment to be Neither satisfied nor dissatisfied
and 21.2% respondent revealed that they are Dissatisfied, 17.7% of the Highly
Satisfied with the time given for training.
It can be 14.2% of respondent are Highly satisfied with the time given for
Friendly employees. While 25.7% respondents explained the time allotment as
satisfied. 23.9% found the time allotment to be Neither satisfied nor dissatisfied
and 23.0% respondent revealed that they are Dissatisfied, 10.6% of the Highly
Satisfied with the time given for training.
It can be 18.6% of respondent are Highly satisfied with the time given for
Ambience of the store. While 23.0% respondents explained the time allotment as
satisfied. 25.7% found the time allotment to be Neither satisfied nor dissatisfied
and 20.4% respondent revealed that they are Dissatisfied, 9.7% of the Highly
Satisfied with the time given for training.

It can be 8.8% of respondent are Highly satisfied with the time given for
Price of the item. While 18.6% respondents explained the time allotment as
satisfied. 24.8% found the time allotment to be Neither satisfied nor dissatisfied
and 30.1% respondent revealed that they are Dissatisfied, 15.0% of the Highly
Satisfied with the time given for training.

It can be 53.1% of respondent are say Yes with the time given for influence
of the frequency. While 44.2% respondents explained the time allotment as No.

It can be 21.2% of respondent are Merchandise for sale with the time given
for Theme based shoe shop. While 41.6% respondents explained the
Entertainment as satisfied. 34.5% found the time allotment to be Loyalty
cards/Discount coupons.
It can be 24.8% of respondent are Highly satisfied with the time given for
Service Quality Satisfaction. While 16.8% respondents explained the time
allotment as satisfied. 20.4% found the time allotment to be Neither satisfied nor
dissatisfied and 19.5% respondent revealed that they are Dissatisfied, 15.9% of the
Highly Satisfied with the time given for training.

SUGGESTION:

It should be effective to great the customer warmly will enhance the sales
and satisfaction of the customer.
It should be better to motive your customer by appropriate use of buying
motive technique.
It should enhance he service provided by company to satisfy customer
expectation.

CONCLUSION:

The analysis began with a simple question of why consumer behavior and an
understanding of such processes is useful from the perspective of the marketer.
There were a variety of findings uncovered over the course of this research,
the majority of which establish some form of affectation according to
psychological influences and messaging stimuli. Inherently linked to brand loyalty
and the consumer commitment to the product or brand over time, the means of
reducing switching behaviors within extremely saturated marketplaces are directly
afforded by marketing communication.
 The effectiveness of such communication, however, can have the desired (or
opposite) result on sustaining consumer loyalty over an extended period of time.
While more traditional marketing models focused on product features and
competitive positioning of particular brands or products, modern marketing
emphasizes the relationship between consumer behavior and value.
By enhancing a product's value, consumers are encouraged to engage in the
buying process and are more likely to maintain personal investment in a product
over an extended period of time.
REFERENCE

1. Anton, C., Camarero, C., Carrero, M. (2007) The Mediating Effect of

Satisfaction on Consumers' Switching Intention.' Psychology and Marketing,
Vol. 24, No. 6, pp. 511-538.
2. Baumgartner, H., Steenkam, J.B.E.M. (1996) Exploratory Consumer
Buying Behavior: Conceptualization and Measurement.' International
Journal of Research in Marketing, Vol. 13, pp. 121-137.
3. Chiu, H.C., Hsieh, Y.C., Li, Y.C., Lee, M. (2005) Relationship Marketing
and Consumer Switching Behavior.' Journal of Business Research, Vol. 58,
pp. 1681-1689.
4. Demirdijian, Z.S., Senguder, T. (2004) Perspectives in Consumer Behavior:
Paradigm Shifts in Prospect.' The Journal of the American Academy of
Business, pp. 348-353.
5. De Wulf, K., Odkerken-Schoder, G. (2003) Assessing the Impact of a
Retailer's Relationship Efforts on Consumers' Attitudes and Behavior.'
Journal of Retailing and Consumer Services, Vol. 10, pp. 95-108.
6. Fine, L.M. (2010) Altruism and Hedonism: A Review and Discussion of
Recent Findings in the Marketing and Consumer Behavior Literature.'
Business Horizons, Vol. 53, pp. 241-246.
7. Foxall, G.R. (1992) The Consumer Situation: An Integrative Model for
Research in Marketing.' Journal of Marketing Management, Vol. 8, pp. 383-
404.
8. Kowatsch, T., Maass, W. (2010) In-Store Consumer Behavior: How Mobile
Recommendation Agents Influence Usage Intentions, Product Purchases,
and Store Preferences.' Computers in Human Behavior, Vol. 26, pp. 697-704.
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78, pp. 61-69.
Questionnaire consumer Buying behaviour

1. Name
2. Gender
a) Male
b) Female
3. Age?
a) 17-21
b) 21-27
c) 27-32
d) 33 and above
4. Annual household income?
a) Under 3 lakhs
b) 3 lakhs- 5 lakhs
c) 5 lakhs - 10 lakhs
d) 10 lakhs and more
5. Education?
a) High school
b) Graduation
c) Post-graduation
d) Higher studies
6. Occupation?
a) Student
b) Service
c) Business
d) Professional

7. How do you spend your leisure time?

 a) Sports
b) Surfing net
c) T.V.
d) Going on a walk
e) Reading
f) Going out with friends (to cafes, movies..)
8. Which kind of beverages do you like?
a) Hot
b) Cold
9. Which hot beverages do you prefer normally?
a) Traditional footwear
b) Boots
c) Shoes
d) Slippers
10.Rate yourself as a shoe on a scale of 1 to 5 (1 being lowest and 5 being highest)
A) Highly satisfied
B) Satisfied
C) Neither satisfied nor dissatisfied
D) Dissatisfied
E) Highly Dissatisfied
11.Where do you prefer to have shoe?
a) Shops
b) Shoes showroom
c) Boots

12.How often do you usually visit a shoe showroom? (in a month)

a) One
b) Two
c) Three
d) Four
e) Five or More
13.How long do you usually stay in a shoe showroom?
a) < 30min
b) 30min to 1hr
c) >1hr
14.On your last visit to the shoe showroom, what is the amount you spent?

a) < 300Rs
 b) 300-400Rs

c) 200-300Rs

d) >500Rs

15.On which day of the week, you would like to visit a shoe shops? (you can select
more than one)
a) Monday
b) Tuesday
c) Wednesday

d) Thursday

e) Friday

f) Saturday

g) Sunday

16.When do you usually visit a shoe Showroom?

a) Morning

b) Afternoon

c) Evening

d) Night

17.With whom you generally visit a shoe Showroom?

a) Friends
b) Family
c) Colleagues
d) Alone
18.Do you order a shoe every time you visit a shoe shop?
a) Yes
b) No
19.Do you order shoe along with the socks?
 a) Yes

b) No

20.Do you prefer large, national/international chain shoe shops or small, privately
owned shoe shops?
a) National/international Chain
b) Non chain, privately owned

21.Which shoe shop chain is your favourite?

a) Slippers
b) Shoe
c) High heels
d) Costly shoe
e) Modern branded shoes

22.Listed below are a set of attributes (reasons) many people use when selecting a
shoe bar to visit. Please RANK each attribute from 1 to 7, with 1 being the most
important attribute for selecting the shoe bar and 7 being the least important
attribute.
a) Promotional offers
b) Speed of Service
c) Quality of shoe
d) Variety of shoe items
e) Friendly employees
f) Ambience of the store
g) Price of the items

23.Please rate the shoe bar that you visited last on the following attributes

(1- highly dissatisfied to 5-highly satisfied)

Attributes Ratings
Promotional offers 1 2 3 4 5

Speed of Service 1 2 3 4 5

Quality of shoe 1 2 3 4 5

Variety of shoe items 1 2 3 4 5

Friendly employees 1 2 3 4 5

Ambience of the store 1 2 3 4 5

Price of the items 1 2 3 4 5

24. Does change in your income/pocket money influences the frequency of visits
to shoe shops?

a) Yes

b) No

25.A theme based shoe shop (like photograph house, disco, music, retro, etc)
a) Merchandise for sale
b) Entertainment
c) Loyalty cards/ Discount Coupons

26. Rate your overall service quality satisfaction level of the shoe bar that you
visited last on a Scale of 1 to 5, with 1 being highly dissatisfied and 5 being highly
satisfied.

a) Highly Satisfied
b) Satisfied
c) Neither satisfied nor dissatisfied
d) Dissatisfied
e) Highly Dissatisfied