Analysis of Consumer Buying Behavior towards Branded Footwear
DOI:
https://doi.org/10.69968/ijisem.2025v4i273-79Keywords:
Consumer behavior, brand preferences, footwear industry, marketing strategies, media influenceAbstract
This study examines the key factors influencing consumer buying behavior and brand preferences in the footwear industry. It aims to analyze product attributes, media impact, and overall purchasing patterns. Using the Theory of Planned Behavior and the Consumer Decision-Making Process, the research explores demographic, psychographic, and situational factors affecting consumer choices. The study highlights the role of brand image, perceived quality, and marketing strategies in shaping brand preferences and loyalty. Additionally, it investigates the influence of traditional and digital media on consumer decisions. A quantitative research approach, including correlation analysis and ANOVA, is employed to analyze data collected from footwear consumers. The findings provide valuable insights into consumer behavior and brand selection, offering strategic recommendations for marketers to adapt to evolving consumer preferences.
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Copyright (c) 2025 Pooja Nema, Mahesh Chandra Sharma
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