Consumer Buying Behavior Towards Footwear: Insights From the Unorganised Retail Outlets in Chennai City

Abstract

The footwear industry is growing significantly with the changing lifestyle of consumers, increased awareness of fashion, and the rise of income levels. It is imperative for retailers to understand consumer preferences in order to compete effectively in an ever-changing market environment. The present study aims to analyze consumer preferences regarding footwear in Chennai with special reference to Shoba Shoes. Primary data was collected from 113 respondents using a structured questionnaire. A descriptive research design was adopted, and statistical tools such as percentage analysis, chi-square test, and ANOVA were used for data analysis. The findings of the study reveal that comfort, price, quality, and design are the major factors affecting purchase decisions. The majority of respondents prefer soft sole footwear and purchase footwear once in six months within a price range of ₹500–₹1000.