REPORT ON BRAND PREFERENCE OF SHOES

WITHIN KATHMANDU VALLEY

Submitted by: Submitted to:

Mahima Maharjan Dilasha Rana

Section:”A”

Semester : V
 DECLARATION

I, Mahima Maharjan hereby declare that this research study on “Brand Preference of Shoes
within Kathmandu Valley” submission is my own work done under the supervision and guidance
of Ms. Dilasha Rana and that , to the best of my knowledge and belief ; it contains no material
previously published or written by another person. All sources of information referred in this
work are acknowledged with reference to the respective authors. I firmly understand that this
document becomes a university property on its acceptance and promise to abide by the respective
norms of the university in this respect.

The report has been prepared in the form of partial fulfillment of the requirement of BBA BI,
semester V.

…………………….
Mahima Maharjan
Roll No:13
2
Ace Institute of Management

ACKNOWLEDGEMENT

This research report is prepared as a partial fulfillment of BBA BI, semester V for the course of
Project Work. The completion of the study is the product of cooperation and support from
several helping hands.

First of all, I would like to express my sincere gratitude to Ace Institute of Management, for
providing the opportunity to conduct this research study successfully. I would also like to extend
special thanks to our research lecturer Ms. Dilasha Rana for the support and guidance.

Finally I am grateful to all the respondents who actively contributed to my research by providing
their valuable time to fill up the questionnaire honestly and with patience.

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 EXECUTIVE SUMMARY

The study is conducted to know about brand preference of shoes within Kathmandu valley. The
main purpose of the report is to study consumer’s choices. The consumer behavior of choosing
different brands depends on the income/allowances, age, price, quality, comfort, design etc. The
current market of Kathmandu valley includes branded imported shoes, Chinese high copy shoes,
local Nepali products which are distributed through various outlets like showrooms, wholesale,
retail stores and online stores. In this modern competitive business world, there is a tough
competition between different brands and the shop selling those branded products. In order to
make tough competition between two different branded products they have to create new shoes
with the comfort and reasonable price that is preferred by the consumers. The Chinese market
seems to cover most of the demands leaving original and Nepali products aside.

The paper will examine the relationship between purchasing power and brand the customers
prefer. The purpose of this study is to examine the factors(i.e. price, durability, design,
purchasing habit, availability, comfort, color, quality, comfort, purchasing habit) that affects
consumer in buying the shoes.

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Contents
Table of Contents

REPORT ON BRAND PREFERENCE OF SHOES...............................................................................................1

WITHIN KATHMANDU VALLEY.....................................................................................................................1
DECLARATION..............................................................................................................................................2
EXECUTIVE SUMMARY.................................................................................................................................4
Chapter 1.....................................................................................................................................................7
Introduction.................................................................................................................................................7
1.1 Background of the study....................................................................................................................7
1.2 Statement of the Problem.................................................................................................................7
1.3 Objective of Study.............................................................................................................................7
1.4 Need and Scope of Study...................................................................................................................8
1.5 Limitation of the study.......................................................................................................................8
1.6 Organization of study........................................................................................................................8
Chapter 2.....................................................................................................................................................9
Literature Review........................................................................................................................................9
Chapter 3...................................................................................................................................................11
Theoretical Framework.............................................................................................................................11
3.1 Conceptual Framework....................................................................................................................11
3.2 Research Design and Plan................................................................................................................11
3.3Sampling Size and Determination.....................................................................................................12
3.4Data Collection.................................................................................................................................12
3.5 Data Analysis Tools and Methods...................................................................................................12
CHAPTER 4................................................................................................................................................13
DATA PRESENTATION AND ANALYSIS........................................................................................................13
CHAPTER 5.................................................................................................................................................21
SUMMARY AND CONCLUSION...................................................................................................................21
5.1 Summary of Major Findings.............................................................................................................21
5.2 Conclusion.......................................................................................................................................21
REFERENCE................................................................................................................................................22
Annex........................................................................................................................................................23
Bibliography...............................................................................................................................................29

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 Chapter 1

Introduction
1.1 Background of the study
The growing market of Kathmandu valley has introduced the opportunity to recognize both
domestic and foreign brands. In this report, we have presented the result of our survey on Brand
Preference of Shoes within Kathmandu Valley. The consumer behavior of choosing different
brands depends on the income/allowances, age, price, quality, comfort, design etc. The current
market of Kathmandu valley includes branded imported shoes, Chinese high copy shoes, local
Nepali products which are distributed through various outlets like showrooms, wholesale, retail
stores and online stores. In this modern competitive business world, there is a tough competition
between different brands and the shop selling those branded products. In order to make tough
competition between two different branded products they have to create new shoes with the
comfort and reasonable price that is preferred by the consumers. The Chinese market seems to
cover most of the demands leaving original and Nepali products aside.

So the basic problem of the study was to analyze and understand the factors that influence how
consumer makes its purchase decision while buying a shoe.

1.2 Statement of the Problem

In this modern competitive businessworld, there is a tough competition between different brands
and the shop selling those branded products. In order to make tough competition between two
different branded products they have to create new shoes with the comfort and reasonable price
that is preferred by the consumers. The Chinese market seems to cover most of the demands
leaving original and Nepali products aside.

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1.3 Objective of Study
The paper will examine the relationship between purchasing power and brand the customers
prefer. The purpose of this study is to examine the factors(i.e. price, durability, design,
purchasing habit, availability, comfort, color, quality, comfort, purchasing habit) that affects
consumer in buying the shoes.

1.4 Need and Scope of Study

The research was aimed to explore the pattern of brand preference towards domestic footwear
products and its antecedents taking age and gender as a case.

1.5 Limitation of the study

1. This data only represent the types of brand or local shoes preferred by consumers living
inside the Kathmandu valley only. So, it lacks variations of people of different classes.
2. The study concentrates only on the quantitative analysis.
3. There is a chance of marking wrong answers and incorrect choices in the questionnaires
as some of the respondents may have misread the questions.

1.6 Organization of study

This research has been presented in five chapters starting from the introduction, literature review,
research methodology, data presentation, analysis and summary, conclusions and
recommendations. The first chapter consists of the background, problem statement, research
questions, and significance of the study, research objectives, and scope of study. The second
chapter includes relevant literature review. Supporting the objective of the study, the third and
fourth chapter presents about detail information of how the project is going to conduct and all
methodological perspective, following the presentation of data and analysis in the fourth chapter.
The final chapter deals with summary, conclusions, and future recommendations. Later part of
the research contains references and appendices.

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 Chapter 2

Literature Review

Achenreiner and John (2003) conducted a study on Consumer psychology towards the brand of
shoes. They found out that young children relate to brands on a perceptual level, whereas older
children relate to brands on a conceptual basis. Participants were asked to evaluate an advertised
product (e.g., athletic shoes) with a familiar brand name that was either popular (e.g., Nike) or
less popular (e.g., Kmart). The advertised product was physically identical in both cases, to
explore whether the brand name had meaning for children apart from its name familiarity or
perceptual features. The use of conceptual brand meanings was assessed by asking participants to
make several types of brand-related judgments including evaluations of the advertised
product,impressions of the owners of the advertised product, and evaluations ofpossible
extensions of the popular brand name advertised.

Kristen Ducatte (2009) has conducted a research on “Primary factors in consumer purchase
decisions of woman’s foot ware” and found out that seven most referenced buying factors in a
women’s purchase decision were price, quality, fit, comfort, good customer service, fashion, and
the opinions of others. This study was dedicated to determining what the primary factors were in
the final purchase decision of consumers of women’s footwear. The four women’s footwear
categories included in the study were dress, casual, athletic, and special occasion footwear. In the
dress shoe category, the three most primary buying factors considered in a purchase of women’s
footwear were fashion, fit, and comfort

Dar Shieh et.al (2014) conducted a research on “A comparative study on perceptual evaluations
of sports shoe exterior colors in Taiwan” where they studies whether their responses to various
sports shoe colors differed. The results show that black is one of the most popular colors for
sports shoes. The participants preferred designs that incorporated white as the secondary color

8
and disliked those that featured green as the main and secondary colors. In addition, designs
incorporating black or red as the main color with a bright color as the secondary color were
considered modern. Black and white designs were perceived to be more suited to formal
occasions. Furthermore, when the area of the main color exceeded that of the secondary color,
the participants perceived a strong sense of simplicity, unless the colors were blue and green.

Dane et al. (2015) conducted a study on "Preference of CFAD Students on Different Brands of
Shoes". The purpose of this study is to identify the preferred brands of shoes. Thus, the gathered
information gives the advantages and disadvantages of the students’ preferred brands by rating
its comfort, design, durability, affordability, and overall quality. The researchers made an online
survey which they sent links to one hundred random students through Facebook, Viber,
Instagram etc. However, the study is not limited only to the selected brands but the respondents
have the option where they could state the brand that they prefer more over the given selected
brands.

Alexander et.al (2015) conducted a study on “Customer buying behavior towards branded casual
shoes” in order to research about what kind of brands of shoes people preferred. They found out
that the practical research methodology is very much helpful for detailed and more accurate
study on brand preference of shoes in India. They studied about various activities related to sales
and marketing of different brands. They mostly studied three dominant brands in the market (ie;
Adidas, Nike and Reebok) as they focused on sports shoes. The merchandising practices, market
share and marketing strategies were thoroughly.

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 Chapter 3

Theoretical Framework
3.1 Conceptual Framework
On the basis of overall preliminary review of literature of related study area, a conceptual
framework is developed in order to conduct the research systematically.

DEMOGRAPHIC FACTORS
 Age
 Gender
 Education
 Employment

DEPENDENT VARIABLES
BRAND PREFERENCE OF
SHOES WITHIN
INDEPENDENT VARIABLES
KATHMANDU VALLEY
 Price
 Colour
 Design
 Quality
 Comfort
 Durability
 Availability

Fig 2.1: Theoretical framework

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3.2 Research Design and Plan
The study is based on quantitative survey approach. Quantitative research seeks to quantify the
data. A questionnaire is used in order to collect the information related to customers' brand
preference of shoes. The questionnaire consists of various questions regarding the factors
affecting their preference.

3.3Sampling Size and Determination

The sample area of this research was inside Kathmandu Valley. The total sample size was 103.
The population sample of this research is people from Kathmandu valley. I have used the method
of convenience sampling during the survey as it is the easiest method. In this method of sampling
the participants are selected on the basis of availability and willingness to answer the respective
question. This is one of the types of non-probability sampling methods.

3.4Data Collection
The data collection method used in this research was survey method. Questionnaire were
designed to match the requirement for the analysis of brand preference of shoes of customer. The
data’s were collected from primary as well as secondary sources. The literature review (Journals,
Thesis) provided secondary data’s and primary data’s were collected through survey. This help
us to know the buying behavior of the customers. The data was collected by as per the
willingness of the respondent and no manipulation of data.

3.5 Data Analysis Tools and Methods

This is a quantitative research. The data accumulated from the primary sources was analyzed
using statistical tools like Microsoft Excel, for verification and interpretation.

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 CHAPTER 4

DATA PRESENTATION AND ANALYSIS

Age

Fig:1

Out of 103 sample size, 59.2% were of age between 11 to 20, 39.8% were of age 21 to 30 and
1% were of age 31 and above.

Gender

Fig:2

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Out of 103 sample size, 35.% were male and 65% were female. Whereas, there were no other
gender respondents.

Education

Fig:3

The above pie-chart represents the no. and percentage of respondents with different level of
education. As we can see that, 49% respondent completed or studying the college/ Diploma ,
40.2% of the respondent were currently studying or completed Bachelor Degree, , 9.8%were
School Graduates or Lower and at last 1% were studying Master’s degree.

Occupation

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 Fig:4

In the above diagram,68.9% were students covering of the overall survey, 17.5% of were part
time job holder, 6.8% of were private working professional,4.9% of were business person, and at
last remaining 1 % were full time employee and internee.

Monthly Income

Fig:5

Since, most of our respondents are students we can see that maximum no. of answerer (i.e.
63.1%) have monthly income or allowance below Rs.10,000 and only 23.3% earn 10,000 to
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20,000.7.8% of people earn 20,000 to 30,000.3.9% of people earn 40,000 and above and
remaining 1.9% people earn 30,000 to 40,000.

Fig:6

The above pie chart (6) shows that the income level effects maximum no. of people’s purchasing
power of shoes.

Fig:7

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In the diagram, out of 103 respondents, 74.8% people like sport shoes only, 45.6% people prefer
formal/ party wears, 60.2% people like to wear sneaker only, 40.8% people like to wears boots,
and remaining 19.4% people prefer other shoes.

Fig:8

In the above bar diagram, 33 people ranked adidas as the most preferred whereas only 10 people
ranked prefer adidas as the least preferred. Whereas, 34 people ranked preferred nike as the most
preferred whereas only 11 people ranked nike as the least preferred.Likewise,27 people ranked
fila as the most preferred whereas only 8 people ranked fila as the least preferred. 32 people
ranked converse as the most preferred whereas only 9 people ranked converse as the least
preferred. 33 people ranked timberland as the most preferred. Whereas only 8 people ranked
timberland as the least preferred. 40 people ranked local brands as the most preferred whereas
only 9 people ranked local brands as least preferred.

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 Fig:9

In the above diagram we can see that, people tend to look after the price, quality, design, and
comfort while purchasing any kind of shoes. Whereas, people tend to less look after the
availability, durability and color.

Fig:10
17
From the above pie-chart, 21.4% of the respondent purchase shoes in every 3 months, 35%
respondent purchase shoes within 3-6 months, 22.3% answerer purchase shoes between6-9
months, and 12.6% of the answerer purchase shoes between 9-12 months and.8.7% of the
answerer purchase shoes once a year.

Fig:11

In the above pie-chart, 4% of the respondents spent about Rs.1,000 for the purchase of the shoes,
35.9% of the respondents spent up to Rs.2,000, 32% of the answerer spent about Rs.2,000-3,000,
13.6% of the answerer can pay up to Rs.4,000 while purchasing shoes. And at last 14.6%
respondents spent more than Rs.4,000 while purchasing shoes.

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 Fig:12

In the above diagram, , 11 respondents strongly agree, 19 respondents agree 42 respondents are
neutral 19 respondents disagree and 12 respondents strongly disagree in the statement that they
choose to buy shoes rather than local shops.

When it comes to the appearance of the shoes, 24 respondents strongly agree, 41 respondents
agree, 29 respondents are neutral, 8 respondents disagree and 1 respondent strongly disagree.

Out of 103 respondent,9 answerer agree, 21 strongly disagree, 36 are neutral, 21 disagree and 16
strongly disagree on the statement that they are influenced by the peer group while buying the
shoes.

Whereas, 10 people agree,33 respondent strongly agree, 27 people are neutral, 21respondent
disagree and 12 respondent strongly disagree about the statement that expensive and branded
shoes are long lasting.

From the above diagram, 30 people agree, 39 respondent strongly agree, 14 people are neutral,
14 respondent disagree and 6 respondent strongly disagree about the statement that weather
affects the shoes brand that they buy.

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20
 CHAPTER 5

SUMMARY AND CONCLUSION

5.1 Summary of Major Findings
The report is based on the study of brand preference of shoes within Kathmandu Valley. For the
purpose of the study, people were selected at random using questionnaire method. The total
number of respondents in this study was 103.The respondents were mainly between the age
group of 21-30.

According to the research, most of the respondents prefer local brands than other brands.And
income level directly affect while purchasing shoes. Not all people have same choice which is
the reason we find variety on demanding of shoes. Depending upon the situation, condition and
all internal or external factors each individuals have different thoughts directed to one of a
particular products (shoes). For normal people, price become first priority while purchasing the
shoes but in some condition if a high class person goes for shopping then they prefer quality and
brand of the shoes no matter how costly. Thus, the brand preference of the customer is highly
effected by purchasing power. Higher purchasing power means higher the ability and higher the
chances to prefer branded and expensive shoes. So, the purchasing power and brand preference is
directly proportional. They have positive relation.

5.2 Conclusion
In this study, we found out that the dependent variable, independent variable and moderate
variable have different impact on brand preference of shoes. The data and findings give us clear
insight on how demographic factor and dependent factor influence the buying behavior of
consumers. The buying behavior are effected by consumer’s choice, purchasing power and
available brands.

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 REFERENCE

http://www.zenithresearch.org.in/images/stories/pdf/2015/JUNE/ZIJBEMR_COMPLETE/7_
ZIJBEMR_VOL5_ISSUE6_JUNE_2015.pdf

http://www.academicjournal.in/archives/2017/vol2/issue6/2-6-55

https://www.jstor.org/stable/1480211?
Search=yes&resultItemClick=true&searchText=
%28brand&searchText=preference&searchText=of&searchText=shoes
%29&searchUri=%2Faction%2FdoBasicSearch%3FQuery%3D%2B
%2528brand%2Bpreference%2Bof
%2Bshoes&ab_segments=0%2Fl2b_100k_with_tbsub
%2Fcontrol&refreqid=search
%3Ae8553728631d5163b7449caeb16f6cc8&seq=1#metadata_info_tab
_contentshttps://www.jstor.org/stable/1480211?
Search=yes&resultItemClick=true&searchText=
%28brand&searchText=preference&searchText=of&searchText=shoes
%29&searchUri=%2Faction%2FdoBasicSearch%3FQuery%3D%2B
%2528brand%2Bpreference%2Bof
%2Bshoes&ab_segments=0%2Fl2b_100k_with_tbsub
%2Fcontrol&refreqid=search
%3Ae8553728631d5163b7449caeb16f6cc8&seq=1#metadata_info_tab
_contents

http://www.ijsrp.org/research-paper-0616/ijsrp-p54101.pdf
https://search.proquest.com/docview/2216865136?pq-origsite=gscholar

22
 Annex

I am Mahima Maharjan, student of BBA-BI at Ace Institute of Managementnd conducting a

research on “Brand Preference Of Shoes Within Kathmandu Valley” for undergraduate
Research Project as a requirement of Assignment. All the information and findings from this
research will be used for academic purposes and your responses will be kept confidential
throughout.

Questionnaire

 1.  What is your age?

1. 11 - 20

2. 21- 30

3. 30 and above

2. What is your gender?

1. Female

2. Male

3. Other

3.  What levels of education have you completed?

1. School graduate or lower

2. College/ Diploma

3. Bachelor Degree

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 4. Master’s degree or higher

4.  What is your occupation?

1. Student 

2. Business Person

3. Part time job holder

4. Private working professional

5.  What is your monthly income/allowances (in Rs)?

1. Less than 10,000

2. 10,000 to 20,000

3. 20,000 to 30,000

4. 30,000 to 40,000

5. 40,000 and above

6. Will your income level affect the brand of shoes you purchase?

1. Yes

2. No

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7. Which type of shoes do you prefer? (Multiple Choice)

1. Sports shoes

2. Formals / Party wear

3. Sneakers

4. Boots

5. Others

8. Which brand of shoes do you prefer?(Rank from most preferred to least preferred, 1
being most preferred and 6 being least preferred)

1 2 3 4 5 6

Adidas

Nike

Fila

Converse

Timberland

Local brands

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9. What is your priority while purchasing shoes?(Multiple Choice)

1. Price

2. Quality

3. Design

4. Comfort

5. Availability

6. Durability

7. Colour

10. How often do you purchase shoes?

1. 0 - 3 months

2. 3 - 6 months

3. 6 - 9 months

4. 9 - 12 months

5. 1 year and above

 11. How much do you spend for a pair of shoes (in Rs)?

1. 0 - 1,000

2. 1,001 - 2,000

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 3. 2,001 - 3,000

4. 3,001 - 4,000

5. 4,001 and above

12. How far do you agree or disagree with the following statement related to brand preference of
shoes within Kathmandu valley? (Please make a tick mark at the appropriate number as per
following scheme)

S. Statements Strongly Agree Neutra Disagre Strongly

N Agree l e Disagree

1. I choose to buy shoes at brand

showroom rather than local
shops.

2. Appearance of the shoes is my

first priority

3. I am influenced by peer group

while buying shoes.

4. Expensive and branded shoes are

long lasting.

5. Weather affects the shoes brand

you buy.

Bibliography
Chaturvedi. (2015). Factors Influencing Preferences in Purchasing International Footwear Brand.

Ducatte, K. (2009). Primary Factors in Consumer Purchase Decisions.

27
Girma, M. (June 2016). Exploring Consumers Footwear’s Brand Preference and.

Gwen Bachmann Achenreiner, D. R. (2003). The Meaning of Brand Name to The Children: A
Developmental Investigation.

Jamil, R. A., Raja, W. A., & Asgher, A. (2019 august). DETERMINANTS OF BRAND LOYALTY : EVIDENCE
FROM SHOES INDUSTRY.

Lacap, D. M. (2015). Preference of CFAD Students on Different Brands of Shoes.

Muhammad Ashraf, M. N. (2017). Impact of Branding on Consumer Buying Behavior:An Evidence of

Footwear Industry of Punjab, Pakistan.

R.ALEXANDER, O. K. (2015). CUSTOMER BUYING BEHAVIOUR TOWARDS BRANDED CASUAL.

Surbhi. (2017). Buying attitude of youth towards branded shoes: A study in Ludhiana city.

Yeh, M.‐D. S.‐E. (22 January 2014). A comparative study on perceptual evaluations of sports shoe
exterior colors in Taiwan.

28