INDUSTRY PROFILE

Footwear has come out as one of the basic needs and necessities of todays human being. It is
as important for a human being as clothes, bread and shelter. The importance of the said
product has been highly recognized in the western and advance countries. Footwear industry

in these countries came in category of other developed industries as NIKE and REEBOK of
America, Lapses of U.K., Goose of Italy are some highly reputed companies manufacturing
hi tech shoes and having worldwide acceptability. Scenario in INDIA being the second
largest populated country in the world, surplus manpower and resources of raw materials,
whatever the reason being.
Till the mid of the 20th century, the bulk of shoe industry were in cottage sector.
Professionals cobblers were responsible for traditional shoes, Indian as well as western
styles.
In the post independence era the policies of government were slowly guided to provide
protection to cobblers, who mainly come from schedule cast through direct or indirect
regulations. In the past one decade the situation has completely changed because the new
generation of professionals did not adopt this line as shoemaker and they preferred to join
white- collar jobs.
With the situation of growth of industry remained stagnant because of no availability of
workers to keep the pace of demands. Plastic industry and Hawaii chaplets replace the
shortage of footwear. National Bata remained the main source of supply to meet such
demand.
The present scenario of shoe industry has changed by the Liberalization of Economic Policy.
Many national and international brands have emerged in Indian footwear Industry. Rate of
production is not adequate to meet the requirements. Even the combined strength of total
output of plastic, canvas, rubber and other categories shoe donor make up the populated
requirements of this country.
We can look towards ITALY which is the leader of footwear trader bulk of production is
from the small-scale sector and unit having about 20 to 30 workers could produce 200 to 500
pairs per day. The total capital un machinery and raw material is few lakh rupees whereas in
India one person can produce pair of high quality of shoe in a day. In cottage small-scale
industry the production is quite low in comparison to the international standards.
With the mechanization of shoe industry production of footwear in 1980s have been
increased in almost each of the state where as earlier it used to be mainly in Agra. But now in
Karnal, Agra, Saharanpur, Gharunda and at many other places production centers have been
set up for various production activities.

It is an ideal industry for entrepreneurs and the profits are assured .Availability of raw
material and manpower is no problem. So the small-scale sector has to play a vital role for the
industry development.
POINEERING BRANDS IN FOOTWEAR INDUSTRY

LIBERTY

RELAXO

WOODLAND

LAKHANI

BATA

ACTION

RED TAPE

NIKE

REEBOK
These are having the infrastructure, the competence, the budget and the potential to
take the industry in the global way.

COMPANY PROFILE

Liberty Group come a long way since it began its operation a little over 50 years ago in the
city of Karnal, Haryana. The emphasis since the very beginning has been to offer great
products at value for money or affordable price. This led to the development of Liberty
Patented HUMANTECH approach which synergize traditional workmanship with state the
art technology to provide the best quality at the most competitive price. Liberty Group
companies set various benchmarks in Footwear Manufacturing within the Groups Production
facilities and also to industry.

HISTORY
Liberty Group started operation in 1954 and comprises of five firms ,namely:

LIBERTY FOOTWEAR COMPANY

LIBERTY ENTERPRISES

LIBERTY LEATHERS

LIBERTY GROUP MARKETING DIVISION

LIBERTY SHOES LIMITED

Presently all group companies are working under the umbrella of LIBERTY
SHOES LIMITED. Mr D.P.Gupta, Mr. P.D.Gupta and Mr. R.K.Bansal are
the founder of Liberty. In 1944, Mr.P.D.Gupta ,despite his family opposition
decided to start shoes business with the name of PAL BOOT HOUSE and
investment of Rs. 1000/-, Mr P.D.Gupta along with his brother Mr.
D.P.Gupta and his sisters son Mr.R.K.Bansal set up a small shoe business in
Karnal city. It was a humble beginning with just 12 workers and production
capacity of 24 pair of shoes per day. But their ambitions were grand. His
corporate mission acquired name and fame in domestic market and put Karnal
on the countrys map. The year 1968 was the turning point for Liberty ,when
it got the first export order of 10,000 pairs of footwear from Czechoslovakia.
After this ,it started export to Hungary,Italy,Sri Lanka ,Nepal,U.S.,Kenya and
Japan.
The year 1968 was the turning point for Liberty, when it got the first export
order of 10,000 pairs of footwear from Czechoslovakia. After this, it started
export to Hungary, Italy, Sri Lanka, Nepal, U.S., Kenya and Japan.

Liberty Shoes Limited, the public company of group started commercial

production in 1993 and is the countrys leading footwear manufacturer today.
The company has state of the art production facilities at LIBERTY PURAM
to manufacture high quality footwear and its contribution in Liberty Groups
total sale is over 30% and its rising steadily.

Corporate philosophy
Steeped in a philosophy that has at its core innovation, technology and
advancement, Liberty pride itself over and above everything else on
healthy and heart-felt respect for the human ethos.
That which projects itself in the expectancy and excitement which one greets
the arrival of the new combined with a sincere and deep regard for the old.
That which is appreciative of and adopts at every stage the unique balance
between modernization and tradition.
Liberty as a brand constantly evolving to keep pace with the changing trends,
style, believe and aspiration of the people by maintaining the sanctity of
certain tradition like workmanship and good value.

Corporate goals:

Liberty wants to develop a spirit of corporation between individual

and groups within a company.

Liberty wants to attain and maintain good relation between its union
and management.

Liberty

will

endeavor to keep highly qualified employees by

appropriate training and thus raise their morale and competency.

Liberty will try to practice management of highest standard of

competency and professionalism

Liberty will strive to remain pr become the technological and as well

as market leader in footwear industry and leather product industry.

Liberty wants to be known for the quality for its products and
services.

Corporate values

We value and trust out people.

We recruit and select quality people through a secular

approach

Continuous investment in development of people pays

We appreciate and regard integrity, royalty and commitment

Objectivity and fairness are the criteria for performance and

action evaluation.

Means are as important as the result achieve.

Performance thrives.

Our style of operation is participating.

Creating and high aesthetic sense is encouraged and changes

welcomed.

We keep the organization systematic yet simple.

Our profitability is based on consumer satisfaction through

high quality products and services.

Core strength of Liberty

PRODUCTS OF LIBERTY

Corporate image.

Consistent growth.

Organization transparency

Visionary and dynamic leadership

Fair employment practices

Multi-technology manufacturing capabilities.

Manufacturing flexibility.

Multi-disciplinary R&D.

 Shoes
Leather jackets
Leather belts
Gents wallet
Bags
Socks
Shoe shiner
Shoe polish

NATIONAL AND INTERNATIONAL AWARDS

Leather export promotion merit award (1975-1982)

Haryana govt. export award (1978-1979).

International Asian award, Jakarta (1982)

European Awards ,Paris (1987)

National Award for best Export of Leather Garments(1987-88)

International Award for Good Quality ,Brussels ,Belgium (1988)

Leather Export Award for government of India (1991-92)

National Productivity Award from president (1997)

Council of Leather Export (CLE) ,Indias apex body of leather products exporters,
during the international leather fair held at Chennai, conferred is highest award the
DOYEN OF INDUSTRY upon Mr.P.D.Gupta on 5th Feb,1998

Worldwide Prestige Award (WPA)-2001

COMPANY EXECUTIVES INFORMATION

CEO ,Executive Directors
Mr. Adesh Gupta
Mr. Adarsh Gupta

Mr. Shammi Bansal

Mr. Satish Kumar Goel
Non Executive Director
Mr. Sunil Bansal
Independent Directors
Mr. Amitabh Taneja
Mr. Prem Chand Garg
Mr. Raghu Dayal
Mr. Siddharth Sanghi
Mr. Vivek Bansal

THE CREDO

To ensure that the method we use is the latest technology world over.

To follow the highest standard of honest workmanship in whatever we make.

To walk that extra miles to ensure customer satisfaction world-wide, to remain a true
cosmopolitan to the spirit.

To remain a great corporation to associate with ,to work for ,to know that:
We Are About People

SOCIAL CONTRIBUTION
1.

Liberty Footwear Training Institute formed by Directors is developing the local public as
technicians of Footwear Industry.

2. Management of Liberty Sponsors the children of Liberty Employees for higher studies
gives training and employment after graduation in FDDI.
3. Social and Environment Standard ISES-2000 is in practice with Liberty. This standard is
being monitored by Indo German Export Promotion Project in India.

4. The products being used by Liberty are Eco-friendly and providing latest technology to
Industry when Indian Markets related with Environment & Safety are not even aware
about the new standards and technology.

Popular Brands of the Company

This family brand is style personified with something for every need. Be it formal or casual,
at office or at the beach, a conference or a soiree Liberty fits in effortlessly.

FORCE 10

WINDSOR

RICARDO FORTUNE

SENORITA

GLIDERS

GEOSPART

COOLERS

TIP-TOP

FOOTFUN

FREEDOM

WARRIORS

MANUFACTURING
What gives Liberty the edge is vertically integrated manufacturing
infrastructure on technology basis with completely in-house state of
the art production facilities which includes 8 DESMA machines for PU
Direct Injection ,15 Machines for PVC Direct Injection , 3 Machines
for EVA Injection ,3 PU Injection units for unit sole ,six lines for
cement lasted injection and one machine for the latest TPU Injection.
Above production facilities are maintained with focus on environment
cleanliness ISES 2000 norms, provide a complete range of family
footwear of all seasons and occasions; cover the entire domain of
industrial safety and health footwear requirements.
Liberty is a technology driven company HUMANTECH Libertys
patented technology id combination of human craftsmanship and
technological excellence.

KNOWLEDGE:
Knowledge is the sum of all information known by a person. It is the facts of the world as
he/she knows it and the depth of knowledge is a function of the breadth of worldly
experiences and the strength of an individuals long-term memory. Obviously what exists as
knowledge to an individual depends on how an individuals perceptual filter makes sense of
the information it is exposed to.

MARKETING IMPLICATION
Marketers may conduct research that will gauge consumers level of knowledge regarding
their product. As we see below, it is likely that other factors influencing consumer behavior
are in large part shaped by what is known about a product. Thus developing methods (e.g.
incentives) to encourage consumers to accept more information (or correct information) may
affect other influencing factors.

ATTITUDE
In simple terms attitude refers to- what a person feels or believes about something.
Additionally, attitude may be reflected in how an individual acts based on his or her beliefs.
Once formed, attitudes can be very difficult to change. Thus, if a consumer has a negative
attitude towards a particular issue it will take considerable effort to change what they believe
to be true.

MARKETING IMPLICATIONS
Marketers facing consumers who have a negative attitude toward their product must work to
identify the key issues shaping a consumers attitude then adjust marketing decisions (e.g.,
advertising) in an effort to change the attitude. For companies competing against strong rivals
to whom loyal consumers exhibit a positive attitude, an important strategy is to work to see

why consumers feel positive toward the competitor and then try to meet or beat the
competitor on these issues. Alternatively, a company can try to locate customers who feel
negatively toward the competitor and then increase awareness among this group.

PERSONALITY
An individuals personality relates to perceived personal characteristics that are consistently
exhibited, especially when one acts in the presence of others. In most, but not all, cases the
behaviors one project in a situation is similar to the behaviors a person exhibits in another
situation. In this way personality is the sum of sensory experiences others get from
experiencing a person (i.e. how one talks, reacts). While ones personality is often interpreted
by those we interact with, the person has their own vision of their personality , called Self
Concept , which may or may not be the same has how others view us.

MARKETING IMPLICATION
For marketers it is important to know that consumers make purchase decisions to support
their self concept. Using research techniques to identify how customers view themselves may
give marketers insight into products and promotions options that are not readily apparent. For
example, when examining consumers a marketer may initially build marketing strategy
around more obvious clues to consumption behavior ,such as consumers demographic
indicators (e.g. age, occupation income).

LIFESTYLE
This influencing factor relates to the way we live through the activities we engage in and
interests we express. In simple terms it is what we value out of life. Lifestyle is often
determined by how we spend our time and money.
For example, a computer manufacturer might find that most computer buyers are
achievement-oriented. The marketer may then aim the brand more clearly at the achieve
lifestyle.

MARKETING IMPLICATION
Products and services are purchased to support consumers lifestyles. Marketers have worked
hard researching how consumers in their target markets live their lives since this information
is key to develop products ,suggesting promotional strategies and even determining how best
to distribute products. The fact that lifestyle is so directly tied to marketing activity will be
further examined as we discuss developing target market strategies tutorial.

MOTIVATION
Motivation relates to our desire to achieve a certain outcome. Many internal factors we have
already discussed can affect a customers desire to achieve a certain outcome but there are
others. For instances , when it comes to making purchase decisions customers motivation
could be affected by such issues as financial position (e.g. Can I afford the purchase ?), time
constraints (e.g., Do I need to make the purchase quickly ? ),overall value (e.g. Am I getting
my moneys worth?),and perceived risk (e.g., What happens if I Make a bad decision?).

MARKETING IMPLICATION
Motivation is also closely tied to the concept of involvement, which relates to how much
effort the consumer will exert in making a decision. Highly motivated consumers will want to
get mentally and physically involved in the purchase process. Not all products have a high
percentage of highly involved customers (e.g. milk) but marketers who market products and
services that may lead to high level of consumer involvement should prepare options that will
be attractive to this group. For instance, marketers should make it easy for consumers to learn
about their product (e.g., information on website, free video preview) and, for some products,
allow customers to experience the product (e.g., free trial) before committing to the purchase.

EXTERNAL INFLUENCES: A buyers decisions are also influenced by external factors.

These include:

GROUP
MEMBERSHIP

FAMILY

External
Influences

PURCHASE
SITUATION

CULTURE

GROUP
MEMBERSHIP

FAMILY

External
Influences

PURCHASE
SITUATION

CULTURE

CULTURE
Consumer purchasing decisions are often affected by factors that are outside of their control
but have direct or indirect impact on how we lead and what we consume. One example of this
is cultural factors.
Cultural represents the behaviour, beliefs and, in many cases, the way we act learned by
interacting or observing other members of the society. In this way much of what we do is
shared behaviour, passed along from one member of society to another. Yet culture is a
broad concept that while of interest to marketers, is not nearly as important as understanding
what occurs within smaller groups or Sub-cultures to which we may also belong. Subcultures also have shared values but this occurs within smaller groups. For instance, subculture exist where groups share similar values in terms of ethnicity, religious beliefs,
geographic location, special interest and many others.

MARKETING IMPLICATION
As part of their efforts to convince customers to purchase their products, marketers often use
cultural representations, especially in promotional appeals. The objective is to connect to
consumers using cultural references that are easily understood and often embraced by the
consumer. By doing so the marketers hopes the consumer feels more comfortable with or can
relate better to the products since it corresponds with their cultural values. Additionally,
smart marketers use strong research efforts in an attempt to identify differences in how subculture behaves. These efforts help pave the way for spotting trends within a sub-culture,
which the marketer can capitalize on through new marketing tactics (e.g., new products, new
sales channels , added value etc.).

GROUP MEMBERSHIP

In addition to culture influences, consumers belong to many other groups with which they
share certain characteristics and which may influence purchase decision .Often these groups
contain Opinion Leaders or others who major influences on what the customer purchase.
Some of the basic groups we may belong to include:

Social Class represent the social standing one has within a society based on such
factors as income level, education and occupation.

Family ones family situation can have a strong effect on purchase decision are
made.

Reference groups most consumers simultaneously belong to many other groups with
which they associate or, in some cases, feel the need to disassociate.

MARKETING IMPLICATIONS
Identify and understanding the groups consumers belong is a key strategy for marketers.
Doing so help identify target markets, develop new product, and create appealing marketing
promotions to which consumers can relate. In particular, marketers seek to locate group
leaders and others to whom members of the group leaders and others to whom members of
the look for advice or direction. These opinion leaders, if well respected by the group, can be
used to gain insight into group behavior and if these opinion leaders accept promotional
opportunities could act as effective spokespeople for the marketers products.
PURCHASE SITUATION
A purchase decision can be strongly affected by the situation in which people find
themselves. In general, a situation is the circumstances a person faces when making a
purchase decision, such as the nature of their physical environment, their emotional state, or
time constraints. Not all situations are controllable, in which case a consumer may not follow
their normal process for making a purchase decision. For instance, if a person needs a product
quickly and a store does not carry the brand they normally purchase, the customer may
choose a competitors product.

MARKETING IMPLICATION
Marketers can take advantage of decisions made in uncontrollable situations in at least two
ways. First, marketers can use promotional methods to reinforce a specific selection of

products when the consumer is confronted with a particular situation. For example,
automotive services can be purchased that promise to service vehicles if the user runs into
problems can convince consumers that a situation is less likely to occur if the marketers
product is used. This can also be seen with auto products, where marketers explain that using
their product will prevent unexpected damage to their vehicles.

FAMILY
Family members can strongly influences buyers behavior. The family is the most important
consumer buying organization in society, and it has been researched extensively. Therefore
marketers are trying to find the roles and influence of the husband, wife and children. If the
buying decision of a particular product is influenced by wife then the marketers will try to
target the women in their advertisement. Here we should note that buying roles change with
change in consumer lifestyle.

BUYING DECISION PROCESS

Need
Recognition

Information
Search

Evaluation of
Alternatives

PostPurchase

Purchase

In the first step the consumer has determined that for some reason he/she is not satisfied (i.e.
consumer perceived actual condition) and wants to improve his/her situation (i.e. consumers

perceived desired condition). How do you decide you want to buy a particular product or
service ? It could be that your DVD player stops working and you now have to look for a new
one, all those DVD films you purchased you can no longer play! So you have a new problem
or a new need .For high value items like a DVD player or other low frequency purchased
products this is the process we would take. However, for impulse low frequency purchase e.g.
confectionery the process is different.
INFORMATION SEARCH
So we have a problem, our DVD player no longer works and we need to buy a new one.
Whats the solution? Yes go out and purchase a new one, but which brands? Shall we buy the
same brand as the one that blew up? Or stay clear of that? Consumers often go on some form
of information search to help them through their purchase decision. Sources of information
could be family, friends, neighbours who may have the product you have in mind, and
alternatively you may ask the sales people, or dealers, or read specialist magazines like what
DVD to help with their purchase decision. You may actually examine the product before you
decide to purchase it.

EVALUATION OF DIFFERENT PURCHASE DECISION

So what DVD player do we purchase? Shall it be Sony, Toshiba or Bush? Consumers allocate
attribute factors to certain products, almost like a point scoring system which they work out
in their mind over which brand to purchase. This means that consumers know what features
from the rivals will benefit them and they attach different degree of importance to each
attribute. For example: sound may be better on the SONY and picture on the TOSHIBA, but
picture clarity is more important to you than sound. Consumers usually has some sort of
brand preference with companies as they may have a good history with a particular brand or
their friends may have had a reliable history with one ,but if the decisions falls between the
SONY DVD or TOSHIBA then which one shall it be ? It could be that the review the
consumer reads on the particular TOSHIBA product may have tipped the balance and that
they will purchase that brand.

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 DECISION
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 purchases 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.

TYPES OF BUYING BEHAVIOUR

There are four typical types of buying behavior based on the type of products that intends to
be purchased:

Complex Buying Behaviour: This behaviour is that where the individual purchases a
high value brand and seek a lot of information before the purchase is made.

Habitual Buying Behaviour : This behaviour is that where the individual buys a
product out of habit e.g. a daily newspaper ,sugar or salt .

Variety Seeking Buying Behaviour : In this behaviour individual likes to shop around
and experiment with different products .So an individual may shop around for
different breakfast cereals because he/ she wants variety in the mornings!

Dissonance Reducing Buying Behaviour : This behavior is that when buyer are highly
involved with the purchase if the product , because the purchase is expensive and
infrequent. There is a little difference between existing brands an example would be
buying a diamond ring ,there is perceived little difference between existing diamond
brand manufacturers.

To summarise:
There are five stages of consumer purchase behaviour :

Problem/ Need Recognition.

Information Search.

Evaluation of Purchases.

Purchase Decision.

Post Purchase Behaviour.

Culture has an impact on the company.

Marketers should take into account Maslows hierarchy of needs.

THE BUYING PROCESS LEADS TO A DECISION TO BUY

We have talked often enough about the five steps of the sales process; its a
mandatory structural element in the persuasive architecture of your site. But at
the same time youre selling, an activity you largely control, your visitors
are buying, an activity they largely control.

The trick to making your conversation rate soar is to construct your sales
process so it is in tune with how folks decide to whatever you offer.
So lets look at some of the factors that make the decision to buy

THE NATURE OF THE BUY

The way folks make buying decision depend on the complexity of the problem they are trying
to solve and the complexity of each steps in the decision process .This will affect how to
manage the sale.
If their needs and the decision-making are simple, all you need to do is make your visitor
aware

of you build confidence ,differentiate yourself ,demonstrate value and

guide through a very simple shopping and buying process . This is why lower-end, branded
products sell so well .Think of buying a book from Amazon.com.

If the needs and decision-making process are highly complex ,then you need to make people
aware of you, build relationships ,educate them (and perhaps many different individuals or
team within the same organization) ,show sensitivity to the different decision-makers,
influencers and groups and resolve conflicting needs so you can custom-tailor you solution
and the buying process as painless and positive as possible .Think of purchasing a multimillion dollar piece if equipments that needs five departments to sign off to close the deal.

PROPENSITY TO BUY
You get four types of traffic, and each group is primed with a different level of motivation
and preparedness the classic propensity to buy.
First youve got the to-die-for perfect visitors; they are the ones who know exactly what they
want and come to you looking for features, brands and model numbers.
Second youve the visitors who sort of know what they want .These are folks who have
identified a strongly felt need, but they are still in the process of narrowing down their search
criteria.
Then there are the third group widow shoppers, folks who are not sure they want anything,
but might buy if they saw something that interested them. They have no strongly felt need in
mind, but one could be suggested to them.
The fourth group is not really prospects. Theyre lost or there by mistake. Be happy when
they go away.
You dont know where your visitors are in the process when they land on your site, so youve
got to plan for each possibility. You have got to help the folks who know exactly what they
want get to it quickly; make them jump through too many hoops and they are gone. Youve
got to help the ones still mulling it over by offering pertinent information where and when
they are most likely to need it ,as well as persuading them you are the logical business choice.
Youve got to be most engaging and appealing for the window shopper, and youve got to let
the lost soul quickly figure out he does not belong there.

BUYING IS AN EMOTIONAL DECISION

Yeah, Ive hounded you about this one, but it really is the piece that pulls it all together.
Folks rationalization the decision to buy based on facts , but they make the decision to buy
based on feeling .The single biggest motivator in buying is emotional response. And that
takes place on two levels.
Am I saying Ditch the features? Absolutely not. You should make your features available
and present them as corollaries to benefits. After all some of your visitors, particularly
analytic types who will pointedly look for this stuff, feel more comfortable emotionally with
facts and specification.
And that brings me to other aspect of emotional response. Folks buy when they feel
comfortable, when they feel they can trust you, when the process feel natural and reassuring
and when they come to believe that buying will make them feel good. Ignore this, and most
of your visitors will bail out. Tap into it, and watch your conversion rate climb. Because at
than end of the day, its not facts that convince customers to go with your company, its
emotion.

WHY ARENT THEY BUYING

There seems to be a common myth regarding site visitors and the buying process these days.
Ive heard this statement more than a few times over the last several months. My visitors
find me when they use search engines. They type in the exact key phrase Im listed under. So
when they get to my site why arent they buying?The simple answer is that they arent ready
to buy yet.
Step one Need Recognition
Deciding there is, in fact, a need or a want to be filled.
During this stage a site visitor may be wondering. Take yourself for example. Suppose
someone told you about a new water filtration system that is just awesome. Being a health
conscious person, you want to determine if this is something that would be good for you and
your family .You jump on the internet and begin looking for general information about the
product.

Right now you are not the least bit interested in a price or sales pitches. You just want to
know what this filtration system is all about so you can decide if there is a need or want on
your part. Likewise, a site visitor in the need/want recognition stage is looking for solid,
unbiased information.
Step two Information Search
TRYING TO DETERMINE WHATS AVAILABLE
So now youve found that these filteration system are fabulous, and youve decided your
family needs one after all. Next step? Jump back on the internet and start searching for
information.
Are there various style or size? Whats the price difference? What features come with the
system?
This is one time to focus on benefits, to make yourself available for questions, and to direct
your site visitor toward your product/service.

Step three Evaluation

ELIMINATING PRODUCTS/SERVICES/COMPANIES AND DECIDING WHOD BEST
After youve gathered a good bit of information, youll begin to weed through the product,
brands, and companies to determine which one you will actually buy.
A site visitor in this stage will likely come to your site for additional information, to find the
answer to questions he/she came up with since the last visit, or to double check facts and
figures.
This is a good time to not only focus on benefits, but also to have customer service, warranty,
price incentive, and other information available.
Step four- Purchase
ACTUALLY BUYING YOUR PRODUCT/SERVICE
Finally! After all this time, the customers are ready to buy !Support their decisions by making
your ordering process and shopping cart quick and simple to use.
Step five Buyers Regret
WONDERING IF THEY MADE THE RIGHT DECISION
This is where money-back guarantees can save you ! Most people simply need the
reassurance that they can get their money back if need to be. Especially with high ticket
items, buyers regret is common. Reinforce their buying decisions by letting them know they
can contact you with any problems they have.
So, as you can see, even though every stage in the process is different, the same exact key
phrase could be used to search the Net for information. Create your site to accommodate
every step in the buying process. Dont assume that just because someone typed your
keywords into a search engine they are automatically ready to buy.

MODELS OF BUYING DECISION MAKING

In an early study of the buyer decision process literature, Frank Nicosia (Nicosia F. 1966; pp9-21)identified three types of buyer decision making models.

UNIVARIATE MODEL: He called it the simple scheme in which only one

behavioural determinant was allowed in a stimulus- response type of relationship.

MULTIVARIATE MODEL:

He called it a reduced form scheme in which

numerous independent variables were assumed to determine buying behaviour.

SYSTEM OF EQUATION MODEL: He called it a structural scheme or process

schemes in which numerous functional relations (either univariate or multi- variate
) interact in a complex system of equations .

In other chapter, Nicosia builds a comprehensive model involving five module:

Attributes of the brand
Environmental factors
Consumers attribute
Attribute of the organization or Attribute of the message

ADOPTION PROCESS

AWARENESS: Before anything else can happen the potential customers must
become aware that the product or services exist. Thus, the first task must be to
gain the attention of the target audience. All the different models are predictably,
agreed on this first step. If the audience never hears the message, they will not act
on it, no matter how powerful is.

INTEREST: But it is not sufficient to grab their attention. The message must
interest them and persuade them that the product or services is relevant to their
needs. The content of the message (s) must therefore be meaningful and clearly
relevant to that target audiences needs, and this is where marketing research can
come into its own.

UNDERSTANDING: Once an interest is established, the prospective customer

must be able to appreciate how well the offering may meet his or her needs, again
as revealed by the marketing research. This may be no small achievements where
the copywriter has just fifty words, or ten seconds, to convey everything there is to
say about it.

ATTITUDES: But the message goes even further; to persuade the reader to
adopt a sufficiently positive attitude towards the product or service that he or she
will purchase it, albeit as a trial. There is no adequate way of describing how this
may be achieved. It is simply down to the magic of the copywriters art or based
on the strength of the product or services itself.

PURCHASE: All the above stages might happen in a few minutes while the
reader is considering the advertisement; in the comfort of his or her favourite
armchair. The final buying decision, on the other hand, may take place sometime
later; perhaps weeks later, when the prospective buyer actually tries to find a shop
which stocks the products.

REPEAT PURCHASE: But in most cases this first purchase is best viewed as
just a trial purchase. Only if the experience is a success for the customer will it be
turned into repeat purchases. These repeats not the single purchases which is the
focus of most models, are where the vendors focus should be, for these are where
the profits are generated. The earlier stages are merely a very necessary
prerequisite for this.

COGNITIVE AND PERSONAL BIASES IN DECISION MAKING

It is generally agreed that biases can creep into our decision making processes, calling into
question the correctness of a decision. Below is list of some of the more common cognitive
biases:

Selective Search for Evidence: We tend to be willing to gather facts that support
certain conclusion but disregard other facts that support different conclusion.

Premature Termination of search for evidence: We tend to accept the first alternative
that looks like it might work.

Inconsistency: The unwillingness to apply the same decision criteria in similar

situation.

Conservatism and Inertia: Unwillingness to change thought patterns that we have used
in the past in the face of new circumstances.

Experimental Limitations : Unwillingness or inability to look beyond the scope of our

past experiences; rejection of the unfamiliar.

Selective Perception: We actively screen-out information that we do not think is

salient.

Wishful Thinking or Optimism: We tend to want to see things in a positive light and
this can distort our perception and thinking.

Regency: We tend to place more attention on more recent information and either
ignore or forget more distant information.

Repetition Bias: A willingness to believe what we have been told most often and by
the greatest number of different of sources.

Group Think: Peer pressure to conform to the opinions held by the group.

NEED AND OBJECTIVE OF THE STUDY

Liberty is growing at a very fast speed. Now it is becoming the main part of growth of Indian
economy. Different companies are entered in Leather Industry. The sources of income of
these companies are selling leather bags, shoes at international platform. I did my training in
star Liberty, so I want to know about the Liberty and to analysis about the consumer
behaviour regarding Liberty footwear. It tells about the ability of company to satisfy the
consumer. Some parameters which I have taken for the research study such as different
question for analysis & interpreter for results.
Objective:
To find out the position of Liberty footwears in market.
To know the consumer behaviour towards the purchase of foot wears.
Study of market share.
To evaluate the present position of Liberty in the field of foot wears in Karnal city.
To know the consumer perception about Liberty.

LIMITATION OF THE STUDY

Some of the retailers thought, me as representative of the company hence instead of
answering my question they put their question to me and expected that I answer them.
Some of the retailers were very angry due to the behaviour of some previous
researcher and they were not ready to answer the question.
Some of the retailers were biased in giving me the information.
TIME AVAILABLE: The study was to be carried out in the prescribed time frame
which is a short time span to be carried out the extensive study in such large
organization.
ERRORS IN SECONDARY DATA: The errors in the facts &figures taken from the
data given may have preprinted errors, which are unavoidable.

FINDINGS

Liberty has maximum market share i.e. :80% as compared to other foot wears because
of its quality and availability of various brands.

Retailer maintain the maximum stock of Liberty followed by NIKE and others.

Out of 100 respondents 80 Prefer Liberty ,20 prefer other foot wears.

Consumers are more influenced by quality (50 %) followed by price (20%)

,availability (10%) ,advertisement effect (10%)and goodwill (5%) .

Out of 100 Respondents 55 Prefer Liberty followed by ,25 Prefer by NIKE ,20 prefer
others .

30 % of consumers prefer Liberty because of its variety ,but 40 % prefer because of

quality and also 30 % prefer because of fashion.

50 % consumers purchase the footwear in 6 monthly and 40 %purchase when their

old shoes broken and rest 10 %purchase yearly .

SUGGESTIONS
Liberty is the popular brand in the market but only due to the popularity and product
produced is not only success of the company but it is the half way of success . There are too
many competitors in the market so there is need to increase the sale of the product .
The reason of declining the sales of these Liberty is the increasing popularity of other
footwear the perception of consumer and retailer has changed . There are many
Multinationals of foot wear in India whose financial positions are good and can pursuit the
customer and retailer easily through their strong advertising and other gifts and schemes to
retailers and consumers .
Now a days the aspect of advertising and various schemes are very important
for a company to increase the sale . So Liberty should keep more attention on advertising and
various retailer oriented schemes. Through which the customer get more information about
foot wears
Like continuous advertising in media.
Free packs for retailers .
Gifts on the targeted sale .
Free coupons for children with pack .
Travel tickets for distributors on targeted sale .
Increase the incentive schemes for sales persons .
Display is the main aspect in the shoe industry although Liberty doing well but
there is need of good technique of display .

RESULT AND CONCLUSION

Research suggests that customers go through a five- stage decision-making process in any
purchase .This is summarized in the diagram below :

Need Recognition
and Problem
Awareness

Information
Search

Evaluation of
Alternatives

Post -Purchase
Evaluation

Purchase

This model is important for anyone making marketing decisions . It forces the marketer to
consider the whole buying process rather than just the purchase decision (when it may be too
late for a business to influence the choice!)
The model implies that customers pass through all stages in every purchase. However, in
more routine purchases, customers often skip or reverse some of the stages.
For example , a student buying a favourite hamburger would recognize the need (hunger )
and go right the purchase decision ,skipping information search and evaluation .
The buying process starts with need recognition .At this stage, the buyer recognizes a
problem or need (e.g. I am hungry ,we need a new sofa ,I have a headache ) or responds to a

marketing stimulus (e.g. you pass Starbucks and are attracted by the aroma of coffee and
chocolate muffins ).
An aroused customer then needs to decide how much information (if any ) is required . If
the need is strong and there is a product or service that meets the need close to hand, then a
purchase decision is likely to be made there and then. If not, then the process of information
search begins.
The usefulness and influence of these sources of information will vary by product and by
customer. Research suggests that customers value and respect personal sources more than
commercial sources (the influence of word of mouth).The challenge for the marketing
teams is to identify which information sources are most influential in their target markets .
In the evaluation stage, the customer must choose between the alternative brands, products
and services.