A STUDY ON MARKET CHARACTERISTICS AND CONSUMER PURCHASING BEHAVIOUR TOWARDS FOOTWEAR WITH SPECIAL REFERENCE TO DHARM APURI DISTRICT, TAMILNADU

Author (s) : V. Selvambika, P. Rajeshwari, Dr.V. Radha, M.Sundandiradevi

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Abstract :
Footwear is the product to protect human feet from effects of all biological damages. The necessity of using footwear was recognized back in the ice ages when people that they had to keep their feet warm in order to keep themselves healthy. The consumer taste and preference are changed day to day. The study concludes that the footwear industry in India is expanding at an incredible rate. Local brands like Bata, Paragon Liberty are popular among lower income and middle income groups are like international brands. The poorest consumers also desire self esteem and social recognition and buy items that not only fulfill their needs but also look nice and make them feel better. The trendy consumers prefer to purchase unbranded footwear due to varieties and availability at convenient locations. Applying new segmentation and positioning strategies can help the manufacturing and retailers to understand the consumers.

Keywords : Market Characteristics, Consumer Purchasing Behaviour, Footwear

Conference Date : 13/11/2020

Pages : 87

Paper ID : 20087