International Journal of Social Science Research (IJSSR)

Consumer Choice & Preference Between Different Footwear Brands, A Study Based on Kolkata

This study is based on the brand preferences among consumers for leather shoes. Study is based on the primary data collected using survey approach. Total numbers of 50 leather shoe buyers were approached personally to get their opinions about the brand preferences. Researcher has measured the brand preference among different age groups and across the gender also. It was found from the study that footwear buyers prefers a particular leather shoe brand when they are fully aware about that brand, brand which fulfil their emotional values and the brand about which they perceive good quality. Brand preference of shoe buyers depends on the emotional value, brand awareness, quality perception and the influence from peers or relatives. Brand preference for branded leather shoes is not equal in male and female shoe buyers. Male shoe buyers prefer some brand based on its quality and their level of awareness about a brand while the female shoe buyers give preference to any brand based on the emotional value and the influence from peers or relatives. Similarly; the brand preference for leather shoes among young age, middle age and old age shoe buyers vary due to age factor. Thus, age and gender both have significant impact on the brand preference of shoe buyers.