Factors Influencing Preferences in Purchasing International Footwear Brand

Abstract

Footwear industry is growing in India along with the increasing level of awareness about International and National brands amid customers. Many studies undertaken to understand the major attribute contributing towards the purchase decision. This study aim for identifying the attributes among the customers at South Delhi and compare the difference amid style, color, material, foot wear brand, comfort of product, durability of product life, service extended by retailer and warranty on product attributes for international brand and their influence on purchase decision. Further, the study undertaken to establish the relationship, if there is any exists between customers differentiated by gender in reference to these factors.