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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online),
Volume 3, Issue 3, September- December (2012)
72
AN EMPIRICAL ANALYSIS TO STUDY THE INFLUENCE OF
BEHAVIOURAL PATTERN OF MEN ON FORMAL SHOES
Mrs. Uma V.R
Assistant ProfessorDepartment of Commerce
Christ UniversityBangalore, India - 560 029
Email: [email protected]
Dr. M. I. Saifil Ali
Professor & Director
School of Management (DASM)Dhaanish Ahmed College of Engineering
Chennai - 601301
Email: [email protected]
ABSTRACT
The present study attempts to present a model in which the footwear attributes are associated
with the behavioural patterns of the consumers. The behavioural pattern of the consumers wasstudied through the AIO statements. The consumers were profiled into eleven clusters using
factor analysis namely stylistic, confident, cautious shoppers, traditional, relaxed, optimistic,
strivers, systematic, dominant, spiritual and stay trim. Regression scores were used to assign therespondents into the respective components that were extracted through factor analysis.
Reliability Test and KMO Test were conducted to check the reliability and adequacy of the
sample size. Further only those variables that qualified the collinearity test were alone subject to
regression analysis. Through ANOVA test it was observed that significant differences existedamong the consumers within the clusters. Therefore the AIO statements were considered as
independent variables that were regressed against ten selected footwear attributes. The study
finds that consumers footwear preferences varied according to their behavioural patterns. Thismodel can help the retailers and manufacturers to revisit their existing strategies of targeting the
consumers based on demography or material construction.
Key Words: Footwear, Behavioral pattern, Regression, Lifestyle, Consumer, Clusters
INTERNATIONAL JOURNAL OF MANAGEMENT (IJM)ISSN 0976 6367(Print)ISSN 0976 6375(Online)
Volume 3, Issue 3, September- December (2012), pp. 72-91 IAEME: www.iaeme.com/ijm.aspJournal Impact Factor (2012): 3.5420 (Calculated by GISI)
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IJM I A E M E
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1.1 INTRODUCTION
With low production cost, abundant supply of raw material, evolving retail system, buying
patterns and huge consumption market, this sector is posed to grow to great heights. India being
a country of artisans is known for its traditional craft of footwear making. Some of the traditional
footwear created by village craftsmen include leather chappals in Kohlapur' embroidered Juttis inJodhpur, Indo-Tibetan felt boots in Sikkim and vegetable fibre shoes in Ladakh. The industrial
policy 1967 reserved the leather industry including footwear only for small scale sectors. It wasonly during the mid 1970s, 100% export oriented footwear units in large scale sector were
promoted. From June 2001 onwards the Government of India de-reserved the leather sector.
During the past four decades starting from the year 1981 1982, the export of footwear fromIndia had increased tremendously. Though India has a negligible proportion of exports in world
trade, it is the second largest producer of footwear next to China. India accounts for 14% of the
global annual footwear production of 14.52 billion pairs. India manufactures around 2065million
pairs of footwear every year of which 909 million pairs are made of leather, 1056 million pairs ofnon leather footwear and 100 million pairs of shoe uppers. Nearly 70 percent of the labour
constituting around 15 lakh people are employed in the unorganised sector majority of them arerural artisans, cottage and household units, while the organised sector accounts for remaining 30percent and employs over 5 lakh people.
The Indian consumer markets are growing and changing rapidly in terms of its nature and
composition. With the revolution taking place in the distribution system through entry of supermarkets, shopping malls, chain stores etc in the metros, small cities and towns the potential for
lifestyle products have increased drastically (S L Rao, 2000). With the change in the lifestyle
patterns among the people especially the youth, this product has also undergone a tremendoustransition in terms of its character. Though Indians have not been the ones to spend on items like
footwear, for the past two decades due to liberalization, there has been a tremendous change in
the buying habits of the consumers. More than sixty international brands are sourced from India.
Most of these brands are manufactured in Agra, Kanpur or Chennai footwear clusters.
1.2 REVIEW OF LITERATURE
India is a country of artisans comprising of footwear clusters spread in many parts of the country.
These clusters predominantly consist of small-scale manufacturers with skilled craftsmen, outdated technologies having less access to automation. In a developing country like India, there
exist tremendous opportunity for combining the artisanal touch with high technology (knorringar1998). Unlike India after Liberalization the textile and footwear industries collapsed in
Zimbabwe due to improper restructuring and low labour productivity (Carmody 1998) where as
countries like India, Korea and Taiwan enjoy high labour productivity. The author finds the
African market to be generally uncompetitive due to shrinking markets, low labour productivity,and poor infrastructure with poor political instability due to which foreign investment is scarce
when compared to the Asian countries. Heather (1998) draws attention to the existence offashion consciousness of the people towards footwear even before 8000 years ago. The author
throws light on the evolution of the bear-fur shoes that the Japanese Samurai used to wear to the
platform sandals that is worn by people today are all due to the fashion desire. The article was
the result of excavation of shoes dated more than 8000 years from the Missouri cave. Thecomplex weaving and design of the excavated shoes reveal that the people were fashion
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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online),
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74
conscious as we are today and specialized artisans and craftsmen existed even at that time. Thestudy by Troy (2000) stipulates the need for appropriate footwear as they are more than just
shoes. According to the author shoes give identity and image and is also a symbol of status.
Despite the benefits, diabetes patients refrain from purchase of therapeutic footwear as they are
not attractive with limited colours and designs (Carolyn et al 2002, Gautham et al, 2004).
Miranda (2009) explores the rise of Bata as a major player in the footwear sector. Post WorldWar I, the international trade in footwear took a different turn. The large footwear exporting
countries like United States and UK gradually became worlds leading importers.
1.3 STATEMENT OF THE PROBLEM
Though the Indian consumers have become discerning and brand conscious, but in this sector the
proliferation of the unorganized sector seem to be higher. The unorganized sector dominates the
industry posing a threat to the organised players. In the organised sector , mens footwear
accounts for only half of the total market. Therefore it is clear that only 50% - 55% of the salestake place in the organized sector even in the mens sector. Though footwear is considered as
lifestyle enhancement product, the manufacturers and retailers have failed to understand this.Still the traditional segmentation patterns are followed in this industry, which include materialsused for construction of the footwear, usage patterns and demographics. Also there are
innumerable literatures that focus on trade policies followed in the footwear market in
international countries, treatment of workers in the footwear industry, therapeutic use offootwear, supply chain patterns etc but there are hardly any study that explores the consumer
behaviour and their association towards the footwear preferences. Behavioral segmentation
though has been used in many other products like apparels, insurance, real estate etc., but not inthe footwear sector. The present study is an attempt to fill the gap. This sector is a highly
promising one with less knowledge about its customers.
1.4 OBJECTIVES
From the problems stated above the objectives have been derived as under:
To profile men into different clusters based on their activities, interest and opinions To examine the differences that exists in the preferences towards the formal footwear
attributes according to the consumers behavioural patterns
1.5 STUDY AREA
The study was conducted in Bangalore being the capital of Karnataka and a fast emerging
metropolitan city. Further it is the third most populous city and stands fifth in the urban
population. As on 2011 the total population of the city stood at 8,425,970. Geographically thecity is divided into 5 regions namely East, West, North, South and Central Bangalore. Bangalore
has only 41% of local population and the rest of them belong to other states and countries
especially from Europe. Hence, it is vivid that Bangalore has a population with diverse profiles.Therefore the city of Bangalore has been selected for the study purposively.
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1.6 SAMPLE RESPONDENTS
The respondents for the study include men between the age group of 20 55 yrs and between the
income classes of Rs 12000 to Rs 200000 per month. The respondents were drawn randomly
from the various strata of East, West, North, South and Central Bangalore. 500 men were
selected from each stratum totaling to 2500 men. Out of the total respondents only 2074 menqualified for the study as the responses furnished by the rest of them was incomplete hence were
eliminated.
1.7 SURVEY INSTRUMENT
Primary data was collected through distribution of questionnaires. The questionnaire comprisedof three sections. Section I includes 50 statements (Mitchell, A. 1983, Anderson, W.T. and
Golden, L. 1984; Hanspal et al, 1999; Hanspal et al, 2000 ) that would help in profiling the
customers into behavioural clusters based on the activities they normally engage in their day to
day life, interests and opinions on certain common issues. These statements were to be rated in a7 point likert scale. Section II comprised of their demographic details and the attributes they
expect their formal and casual footwear to possess. These attributes were arrived after anexploratory study. The exploratory study was conducted to a group of 20 members. The groupmembers comprised of consumers who belonged to different age groups. They were asked to list
the attributes they generally preferred their footwear to possess. Eighteen attributes were listed.
Though all the eighteen attributes were included in the instrument only ten attributes wereselected for analysis. These ten attributes were selected based on the ranking given by majority
of the group members. These attributes were also to be rated in a 7 point likert scale. The
instrument so constructed was pre-tested on thirty respondents to find out if the questions framedhad sufficient clarity. Then based on their suggestions the final instrument was constructed and
administered.
1.8 STATISTICAL TOOLS USED
The statistical tools used for the study include Reliability Test, KMO test, Factor analysis,
ANOVA, and Multiple Regression Analysis. Statiscal packages such as SPSS 16 and EXCELwere employed in the study.
1.9 SCOPE
The study will be helpful for the retailers to restructure their product offerings. The report will
also be useful for new retailers for designing their market strategies. It also offers a scope for
further research as there is not much study done in this area. Many international brands are
looking out for a place of business in India, this study will help them in understanding theconsumer characteristics and the factors that influence their purchase decision. The study can be
extended to global markets as similar purchase patterns may exist in multiple countries.
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1.10 ANALYSIS:
1.10.1 CONSUMER PROFILING
For profiling the respondents on the basis of their behaviour, factor analysis was employed on
the 50 AIO statements (See Appendix1). Initially inorder to test the reliability of these AIO
statements, Cronbachs alpha score was computed. The Cronbachs alpha on 50 AIO statementsrevealed a score of 0.803 showing that the statements were reliable enough for further analysis.
Also Kaiser-Mayo-Olkin (KMO) Test was conducted to measure the adequacy of sample size.The test generated a score of 0.694. Thus KMO test also proved that the samples were adequate
enough to conduct factor analysis. On employing factor analysis 11 factors that constitutes 52%
of the variance was considered for the study. Further for authentication Scree plot was also read.Only those factors that constituted Eigen value above 1 were considered as principal component
analysis was employed. Varimax rotation was used to extract the factors with factor loadings
greater than +/- 0.30.
Table 1.1 Components with total and cumulative variance
Initial Eigen values
Components Total % of Variance Cumulative %
1 5.81 11.63 11.63
2 3.20 6.40 18.03
3 3.07 6.13 24.16
4 2.46 4.92 29.09
5 1.98 3.96 33.04
6 1.87 3.74 36.78
7 1.68 3.36 40.148 1.56 3.11 43.25
9 1.40 2.80 46.06
10 1.39 2.79 48.85
11 1.34 2.69 51.54
As Varimax rotation was utilized, those statements which had a factor loading of 0.3 and abovewas assigned to the respective component. Further case wise regression scores were considered
to classify each individual to the respective components. The 11 components that were extracted
include Stylistic, Independents, Economicals, Traditional, Socialising, Globe trotters, Strivers,
Systematic and Dominant (See Table 4.5). It should be noted that the components have beennamed according to the variable (Statement) with higher rotated factor loadings.
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Table 1.2 Statements with Rotated Factor Loadings and assignment to respective
components
Components Rotated Factor
Loadings
Component 1: StylisticI like to spend a year in a foreign country
I have one or more outfits that are of very latest style
I pay cash for everything I buyI enjoy stylistic dresses
The most important of life is to dress smartly
I am fashionable in the eyes of others
0.72
0.72
0.680.65
0.58
0.58
Component 2: Confident
I have more self confidence than most people
As far as possible after marriage nuclear family is betterI am more independent than most people
I have a lot of personal ability
0.77
0.740.71
0.64
Component 3: Cautious Shoppers
I visit many shops before I finalise my salesI am active in all social functions
I check the prices even for small items
I watch advertisements for announcements of salesOne should bargain before a purchase
I prefer my friends to spend when I am out on a party
0.810.64
0.61
0.560.40
0.37
Component 4: Traditional
Women are dependents and need mens protectionA women should not work if her husband does not like her to workLooking after the house is primarily a womans responsibility
In the evenings, it is better to stay at home
0.730.720.59
0.53
Component 5: RelaxedI drink soft drinks several times in a week
I spend a lot of time with friends talking about brands and productsI participate in sports activities
One should have own credit/debit cards
0.76
0.70-0.53
0.43
Component 6: OptimisticThink I will have more money to spend next year
I want to take a trip around the world
0.83
0.77Component 7: StriversDoing nothing makes me feel uncomfortableI will take some courses to brighten my future
0.770.45
Component 8: SystematicOne should always keep the house neat and clean
One must save for the rainy day
A distinctive living attracts me
0.66
0.63
0.52
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Component 9: DominantFriends often come to me for advice
Giving dowry in marriage is a tradition and cannot be done awayI would go for a walk than sit idle
I can be considered a leader
0.66
0.540.52
0.39
Component 10: Spiritual, Diet conscious and SocialisingI eat only home food
Spiritual values are important than material thingsI can mingle with strangers easily
0.59
0.580.50
Component 11: Stay Trim (6%)I skip breakfast regularly
I like to watch games than any other entertainment channels
0.77
0.71
For the purpose of the study the AIO statements were considered as predictor variables and the
footwear attributes were considered the criterion variables. Further only those statements thatsatisfied the collinearity test was selected. ANOVA test revealed the existence of significant
differences among the consumers in the same component. Therefore multiple regressions wereemployed to study the association between the behavioural pattern of consumers and thepreferences towards formal footwear attributes.
COMPONENT 1 STYLISTIC CONSUMERS
Table 1.3: COLLINARITY STATISTICS BETWEEN THE PREDICTOR VARIABLES
PREDICTOR VARIABLES TOLERANCE VIF*
I pay cash for everything I buy (Budgeted spenders) .726 1.377
I enjoy stylistic dresses (Stylistic) .900 1.112
The important part of life is to dress smartly (Smartly dressed) .943 1.060
I like to spend a year in a foreign country (Foreign land) .675 1.482
I am fashionable in the eyes of others (Fashionable) .703 1.422
Table 1.4 Multiple Regression Analysis for Stylistic Consumers (Component 1) and Formal
Footwear Attributes
Variables
FORMAL FOOTWEAR PREFERENCES
B SE Beta t-
value
Variables B SE Beta t-value
Criterion VariableCoordinated Colours
Predictor VariablesBudgeted spenders
Stylistic
Smart Dressers
Foreign land
Fashionable
5.23
-1.02
-.09
.54
-.35
.89
1.99
.25
.23
.13
.22
.22
-.31
-.03
.28
-.13
.31
2.62**
-4.1**
-.43
4.29**
-1.62
CriterionFamily
PredictorBudgeted spenders
Stylistic
Smart Dressers
Foreign land
Fashionable
-1.20
-.439
.142
.288
.902
.131
1.62
.203
.186
.102
.176
.176
-.163
.052
.186
.400
.056
-.74
-2.17*
.76
2.82**
5.13**
.74
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4.11**
Criterion VariableElegance
Predictor VariablesBudgeted spenders
Stylistic
Smart DressersForeign land
Fashionable
1.19
.26
.01
.03-.51
1.01
.60
.08
.07
.04
.07
.07
.18
.00
.04-.42
.81
1.98*
3.43**
.07
.84-7.8
**
15.4**
CriterionPosture
PredictorBudgeted spenders
Stylistic
Smart DressersForeign land
Fashionable
-1.10
-.015
-.540
-.1491.28
.422
1.07
.133
.122
.067
.116
.116
-.007
-.228
-.112.660
.213
-1.03
-.12
-4.41**
-2.22*11.08
**
3.64**
Criterion VariableComfort
Predictor VariablesBudgeted spenders
Stylistic
Smart Dressers
Foreign land
Fashionable
6.34
.027
-.065
-.061
.046
.115
.417
.052
.048
.026
.045
.045
.042
-.09
-.16
.084
.208
15.2**
.521
-1.35
-2.31*
1.01
2.54*
CriterionAmbience
PredictorBudgeted spenders
Stylistic
Smart Dressers
Foreign land
Fashionable
.244
.302
.747
.182
-1.09
.718
1.35
.169
.155
.085
.147
.147
.127
.307
.133
-.550
.352
.18
1.79
4.81**
2.14*
-7.48**
4.88**
Criterion VariableBranded
Predictor VariablesBudgeted spenders
Stylistic
Smart Dressers
Foreign land
Fashionable
3.98
.465
-.226
-.067
-.483
.629
.994
.124
.114
.063
.108
.108
.268
-.13
-.07
-.33
.423
4.01**
3.74**
-1.98*
-1.07
-4.5**
5.81**
Criterion VariableSalesmen
PredictorBudgeted spenders
Stylistic
Smart Dressers
Foreign land
Fashionable
.263
.364
.618
.150
-1.09
.787
1.35
.169
.156
.085
.147
.148
.153
.253
.109
-.549
.385
.194
2.15*
3.97**
1.75
-7.45**
5.33**
Criterion VariableFriends
Predictor VariablesBudgeted spenders
Stylistic
Smart Dressers
Foreign land
Fashionable
-1.54
-.382
-.051
-.353
.913
.907
1.73
.217
.199
.109
.188
.189
-.13
-.02
-.20
.356
.346
-.89
-1.76
-.26
-3.2**
4.85**
4.80**
Criterion VariableAmenities
PredictorBudgeted spenders
Stylistic
Smart Dressers
Foreign land
Fashionable
11.3
-.991
.696
.207
-.785
-.128
1.88
.236
.217
.119
.204
.205
-.305
.210
.111
-.289
-.046
6.01**
-4.2**
3.21**
1.74
-3.84**
-.62** Significant at 1% level, * Significant at 5% level
COMPONENT 2- CONFIDENT CONSUMERS
Table 1.5 COLLINEARITY STATISTICS BETWEEN THE PREDICTOR VARIABLES
PREDICTOR VARIABLES TOLERANCE VIF*
As far as possible nuclear family is better (Nuclear Family) .847 1.181
I have more self confidence than most people (Confident) .789 1.267
I am more independent (Independent).821 1.218
I have a lot of personal ability (Skilled) .900 1.111
*Variance Inflation Factor
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Table 1.6 Multiple Regression Analysis of Confident Men (Component 2) and Formal
Footwear Attributes
Variables
FORMAL FOOTWEAR
B SE Beta t-value Variables B SE Beta t-value
Criterion VariableCoordinated Colours
Predictor VariablesNuclear Family
Confident
Independent
Skilled
.995
.014
-.033
.708
-.023
1.09
.092
.122
.141
.122
.010
-.018
.328
-.012
.911
.155
-.274
5.019**
-.186
CriterionFamily
PredictorNuclear Family
Confident
Independent
Skilled
8.16
-.42
.360
.191
-.67
1.46
.123
.163
.188
.163
-.220
.148
.066
-.257
5.59**
-3.4**
2.22*
1.01
-4.1**
Criterion VariableElegance
Predictor VariablesNuclear Family
Confident
Independent
Skilled
4.57
-.208
-.016
.217
.234
.804
.068
.090
.104
.090
-.202
-.012
.140
.166
5.682**
-3.07**
-.180
2.094*
2.606**
CriterionPosture
PredictorNuclear Family
Confident
Independent
Skilled
6.99
-.21
.292
-.35
-.04
1.41
.119
.157
.183
.158
-.117
.128
-.129
-.016
4.94**
-1.75
1.853
-1.89
-.243Criterion VariableComfort
Predictor VariablesNuclear Family
Confident
Independent
Skilled
5.82
-.058
-.273
.284
.171
.594
.050
.066
.077
.066
-.075
-.276
.242
.161
9.803**
-1.160
-4.14**
3.700**
2.575**
CriterionAmbience
PredictorNuclear Family
Confident
Independent
Skilled
9.19
-.374
.447
-.425
-.339
1.49
.126
.166
.193
.167
-.194
.181
-.146
-.128
6.157**
-2.976**
2.689**
-2.206*
-2.034*
Criterion VariableBranded
Predictor VariablesNuclear Family
Confident
IndependentSkilled
-.319
-.299
.559
.647-.014
1.00
.085
.112
.130
.112
-.213
.312
.306-.007
-.318
-3.54**
5.001**
4.996**
-.126
CriterionSalesmen
PredictorNuclear Family
Confident
IndependentSkilled
4.85
-.037
.380
-.345.043
1.33
.112
.148
.171
.148
-.022
.178
-.137.019
3.662**
-.330
2.575**
-2.02*
.289
Criterion VariableFriends
Predictor VariablesNuclear Family
Confident
Independent
Skilled
11.5
-.493
.196
-.556
-.280
1.57
.132
.175
.203
.175
-.238
.074
-.178
-.099
7.331**
-3.72**
1.121
-2.74**
-1.595
CriterionAmenities
PredictorNuclear Family
Confident
Independent
Skilled
6.69
-.397
-.236
.005
.152
1.11
.094
.124
.144
.124
-.272
-.127
.002
.077
6.018**
-4.23**
-1.91
.036
1.225
** Significant at 1% level, * Significant at 5% level
COMPONENT 3 CAUTIOUS SHOPPERS
Table 1.7 COLLINARITY STATISTICS BETWEEN THE PREDICTOR VARIABLES
PREDICTOR VARIABLES TOLERANCE VIF*
I am active in all social functions (Social) .810 1.235
I visit many shops before I finalise my sales (Cautious buyers) .800 1.250
I check the prices even for small items (Price Conscious) .911 1.098
*Variance Inflation Factor
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Table 1.8 Multiple Regression Analysis of Cautious Shoppers (Component 3) and Formal
Footwear Attributes
Variables
FORMAL FOOTWEAR
B SE Beta t-value Variables B SE Beta t-value
Criterion VariableCoordinated Colours
Predictor VariablesSocial
Cautious buyers
Price Conscious
4.59
.171
-.552
.435
1.32
.159
.189
.102
.075
-.207
.285
3.485**
1.071
-2.92**
4.289**
CriterionFamily
PredictorSocial
Cautious buyers
Price Conscious
4.99
.839
-.703
-.066
1.29
.157
.186
.100
.366
-.261
-.042
3.848**
5.345**
-3.782**
-.657
Criterion VariableElegance
Predictor VariablesSocial
Cautious buyers
Price Conscious
2.23
.230
.005
.373
.736
.089
.105
.057
.173
.003
.415
3.030**
2.587**
.051
6.577**
CriterionPosture
PredictorSocial
Cautious buyers
Price Conscious
5.95
-.165
-.169
.298
.961
.116
.138
.074
-.100
-.087
.268
6.196**
-1.421
-1.230
4.036**
Criterion Variable
ComfortPredictor VariablesSocial
Cautious buyers
Price Conscious
4.21
-.216
.463
.096
.609
.074
.087
.047
-.199
.362
.131
6.908**
-2.93**
5.302**
2.042*
Criterion
AmbiencePredictorSocial
Cautious buyers
Price Conscious
1.34
.350
-.133
.294
.981
.119
.140
.076
.209
-.067
.260
1.370
2.955**
-.947
3.891**
Criterion VariableBranded
Predictor VariablesSocial
Cautious buyers
Price Conscious
2.15
.425
-.452
.470
.932
.113
.133
.072
.253
-.228
.414
2.303*
3.773**
-3.38**
6.544**
CriterionSalesmen
PredictorSocial
Cautious buyers
Price Conscious
.367
.523
.027
.135
1.05
.128
.152
.081
.289
.013
.110
.347
4.091**
.177
1.651
Criterion VariableFriends
Predictor VariablesSocial
Cautious buyers
Price Conscious
1.17
.628
-.427
.406
1.08
.131
.155
.083
.329
-.190
.315
1.084
4.81**
-2.76**
4.879**
CriterionAmenities
PredictorSocial
Cautious buyers
Price Conscious
-2.33
.753
.134
.200
1.06
.129
.152
.082
.391
.059
.154
-2.190*
5.851**
.877
2.441*
** Significant at 1% level, * Significant at 5% level
COMPONENT 4 TRADITIONAL
Table 1.9 COLLINEARITY STATISTICS BETWEEN THE PREDICTOR VARIABLES
PREDICTOR VARIABLES TOLERANCE VIF*
A woman should not work if her husband does not like her to work
outside the house (dominating) .859 1.164Women are dependants and need mens protection (protectionist)
.829 1.207
Looking after the house is primarily a womans responsibility
irrespective of whether she is working or not (egotistic) .892 1.121
In the evenings, it is better to stay at home rather than going out
(conservative) .900 1.111
*Variance Inflation Factor
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Table 1.10Multiple Regression Analysis of Traditional (Component 4) and Formal
Footwear Attributes
Variables
FORMAL FOOTWEAR
B SE Beta t-value Variables B SE Beta t-value
Criterion Variable
Coordinated ColoursPredictor VariablesDominating
Protectionist
Egotistic
Conservative
1.34
.249
.114
-.060
.392
.782
.085
.093
.101
.071
.189
.081
-.038
.338
1.718
2.917**
1.236
-.592
5.550**
Criterion
FamilyPredictorDominating
Protectionist
Egotistic
Conservative
1.69
.268
-.047
-.049
.507
.563
.062
.067
.072
.051
.253
-.042
-.038
.544
3.010
**
4.351**
-.709
-.674
9.963**
Criterion VariableElegance
Predictor VariablesDominating
Protectionist
Egotistic
Conservative
1.43
.118
.288
.216
.102
.457
.050
.054
.059
.041
.141
.323
.215
.139
3.128**
2.358*
5.317**
3.669**
2.468*
CriterionPosture
PredictorDominating
Protectionist
Egotistic
Conservative
1.34
.321
.276
.171
.018
.387
.042
.046
.050
.035
.399
.321
.177
.025
3.464**
7.588**
6.006**
3.434**
.501
Criterion VariableComfort
Predictor VariablesDominating
Protectionist
Egotistic
Conservative
4.00
-.044
.206
.251
.002
.425
.046
.050
.055
.038
-.060
.265
.287
.003
9.422**
-.951
4.096**
4.592**
.055
CriterionAmbience
PredictorDominating
Protectionist
Egotistic
Conservative
1.83
.217
-.025
.200
.270
.618
.068
.073
.080
.056
.207
-.023
.160
.295
2.968**
3.206**
-.346
2.518*
4.842**
Criterion VariableBranded
Predictor VariablesDominating
Protectionist
Egotistic
Conservative
-.45
.358
.388
.050
.238
.394
.043
.047
.051
.036
.397
.405
.046
.301
-1.128
8.306**
8.318**
.984
6.690**
CriterionSalesmen
PredictorDominating
Protectionist
Egotistic
Conservative
2.47
.080
.327
.127
.016
.596
.065
.071
.077
.054
.080
.305
.106
.018
4.136**
1.226
4.626**
1.658
.296
Criterion VariableFriends
Predictor VariablesDominating
Protectionist
Egotistic
Conservative
1.48
-.028
.252
.376
.097
.614
.067
.073
.079
.056
-.027
.224
.296
.105
2.413*
-.418
3.469**
4.752**
1.754
CriterionAmenities
PredictorDominating
Protectionist
Egotistic
Conservative
2.68
.059
.151
.157
.068
.617
.067
.073
.079
.056
.060
.143
.132
.078
4.351**
.881
2.068*
1.978*
1.214
** Significant at 1% level, * Significant at 5% level
COMPONENT 5 - RELAXED
Table 1.11 COLLINEARITY STATISTICS BETWEEN THE PREDICTOR VARIABLES
PREDICTOR VARIABLES TOLERANCE VIF*
One should have his/her own credit/debit cards (Practical) .952 1.051I spend a lot of time with friends talking about brands and products(Brand Analyst)
.965 1.036
I drink soft drinks several times a week (unhealthy)
.839 1.192
I do not participate in sports activities (non playful)
.873 1.146
*Variance Inflation Factor
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Table 1.12 Multiple Regression Analysis of Relaxed (Component 5) and Formal Footwear
Attributes
Variables
FORMAL FOOTWEAR
B SE Beta t-value Variables B SE Beta t-value
Criterion VariableCoordinated Colours
Predictor VariablesPractical
Brand Analyst
Unhealthy
Nonplayful
4.83
-.015
.054
.008
-.302
1.38
.071
.112
.157
.131
-.015
.033
.004
-.169
3.510**
-.216
.477
.049
-2.303*
CriterionFamily
PredictorPractical
Brand Analyst
Unhealthy
Nonplayful
2.22
-.184
.512
-.050
.314
1.69
.087
.138
.193
.161
-.145
.251
-.019
.139
1.313
-2.112*
3.700**
-.261
1.946
Criterion VariableElegance
Predictor VariablesPractical
Brand Analyst
Unhealthy
Nonplayful
3.92
-.143
.005
.183
.468
1.14
.058
.093
.129
.108
-.165
.003
.102
.305
3.451**
-2.443*
.050
1.417
4.327**
CriterionPosture
PredictorPractical
Brand Analyst
Unhealthy
Nonplayful
-.622
-.123
.574
.327
.330
1.32
.068
.108
.151
.126
-.118
.344
.151
.179
-.470
-1.804
5.301**
2.166*
2.614**Criterion VariableComfort
Predictor VariablesPractical
Brand Analyst
Unhealthy
Nonplayful
7.39
-.082
.003
-.010
-.201
.731
.038
.060
.083
.070
-.151
.004
-.009
-.209
10.10**
-2.181*
.057
-.124
-2.89**
CriterionAmbience
PredictorPractical
Brand Analyst
Unhealthy
Nonplayful
-3.25
.182
.522
.710
-.314
1.26
.065
.103
.143
.120
.168
.301
.315
-.164
-2.577*
2.811**
5.067**
4.945**
-2.617**
Criterion VariableBranded
Predictor VariablesPractical
Brand Analyst
UnhealthyNonplayful
7.59
-.134
-.390
.307-.476
1.04
.054
.085
.119
.099
-.154
-.281
.170-.309
7.288**
-2.500*
-4.58**
2.588**
-4.79
**
CriterionSalesmen
PredictorPractical
Brand Analyst
UnhealthyNonplayful
-3.25
.197
.757
.389-.014
1.25
.064
.102
.142
.119
.186
.445
.176-.007
-2.601**
3.074**
7.421**
2.736**
-.117
Criterion VariableFriends
Predictor VariablesPractical
Brand Analyst
Unhealthy
Nonplayful
5.78
-.309
.137
-.026
.185
1.30
.067
.106
.148
.124
-.313
.087
-.013
.106
4.448**
-4.62**
1.288
-.179
1.491
CriterionAmenities
PredictorPractical
Brand Analyst
Unhealthy
Nonplayful
3.37
-.470
.008
.552
.221
1.60
.083
.131
.183
.153
-.366
.004
.207
.097
2.100*
-5.691**
.065
3.021**
1.449
** Significant at 1% level, * Significant at 5% level
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COMPONENT 6 OPTIMISITIC
Due to multi collinearity only one variable was considered for regression analysis
Table 1.13 Regression Analysis of Optimistic (Component 6) and Formal Footwear
Attributes
Variables
FORMAL FOOTWEAR
B SE Beta t-value Variables B SE Beta t-value
Criterion VariableCoordinated Colours
Predictor VariablesGlobe Trippers
6.46
-.184
.868
.130 -.129
7.447**
-1.418
CriterionFamily
Predictor
VariablesGlobe Trippers
4.88
-.134
1.23
.184 -.067
3.970**
-.728
Criterion VariableElegance
Predictor Variables
Globe Trippers
7.93
-.369
.941
.141 -.234
8.423**
-2.62**
CriterionPosture
Predictor
Globe Trippers
6.87
-.296
1.31
.196 -.138
5.247**
-1.511Criterion VariableComfort
Predictor VariablesGlobe Trippers
6.96
-.045
.343
.051 -.080
20.31**
-.871
CriterionAmbience
PredictorGlobe Trippers
.749
.570
.844
.126 .383
.886
4.505**
Criterion VariableBranded
Predictor VariablesGlobe Trippers
7.59
-.330
.918
.138 -.215
8.261**
-2.397*
CriterionSalesmen
PredictorGlobe Trippers
7.29
-.246
.708
.106 -.209
10.296**
-2.320*
Criterion VariableFriends
Predictor VariablesGlobe Trippers
6.97
-.324
.929
.139 -.210
7.496**
-2.328*
CriterionAmenities
PredictorGlobe Trippers
-1.92
.810
1.14
.170 .401
-1.684
4.753**
** Significant at 1% level, * Significant at 5% level
COMPONENT 7 STRIVERS
Table 1.14 COLLINEARITY STATISTICS BETWEEN THE PREDICTOR VARIABLES
PREDICTOR VARIABLES TOLERANCE VIF*
Doing nothing makes me feel uncomfortable (Active)
.974 1.027
I will take some courses to brighten my future (Hard Working) .974 1.027
*Variance Inflation Factor
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Table 1.15 Multiple Regression Analysis of Strivers (Component 7) and Formal Footwear
Attributes
Variables
FORMAL FOOTWEAR
B SE Beta t-value Variables B SE Beta t-value
Criterion VariableCoordinated Colours
Predictor VariablesActive
Hard Working
-4.58
1.68
-.260
2.36
.242
.214
.539
-.094
-1.945
6.949**
-1.213
CriterionFamily
PredictorActive
Hard Working
5.06
.740
-.680
1.66
.170
.151
.345
-.357
3.054**
4.352**
-4.512**
Criterion VariableElegance
Predictor VariablesActive
Hard Working
5.14
.060
.080
1.71
.176
.156
.032
.048
3.005**
.342
.514
CriterionPosture
PredictorActive
Hard Working
11.2
-.360
-.480
2.77
.284
.252
-.117
-.175
4.035**
-1.268
-1.907
Criterion VariableComfort
Predictor Variables
ActiveHard Working
3.48
.420
.060
.607
.062
.055.536.086
5.736**
6.745**1.087
CriterionAmbience
Predictor
ActiveHard Working
6.74
-.040-.220
2.22
.228
.202-.016-.101
3.030**
-.175-1.087
Criterion VariableBranded
Predictor VariablesActive
Hard Working
13.8
-.300
-.900
1.93
.199
.176
-.128
-.432
7.128**
-1.510
-5.11**
CriterionSalesmen
PredictorActive
Hard Working
9.38
-.480
-.140
2.56
.263
.233
-.169
-.056
3.666**
-1.828
-.601
Criterion VariableFriends
Predictor VariablesActive
Hard Working
20.7
-1.28
-1.04
2.64
.271
.240
-.388
-.355
7.828
-4.72**
-4.33**
CriterionAmenities
PredictorActive
Hard Working
8.38
1.02
-1.64
2.87
.295
.261
.264
-.478
2.917**
3.460**
-6.276**
** Significant at 1% level, * Significant at 5% level
COMPONENT 8 SYSTEMATIC
Table 1.16 COLLINEARITY STATISTICS BETWEEN THE PREDICTOR VARIABLES
PREDICTOR VARIABLES TOLERANCE VIF*
One should always keep the house neat and clean (Neatness) .821 1.219
A fancy and distinctive living attracts me (Distinctive) .946 1.057
One must save for the rainy day (Cautious) .821 1.217
*Variance Inflation Factor
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Table 1.17 Multiple Regression Analysis of Systematic (Component 8) and Formal
Footwear Attributes
Variables
FORMAL FOOTWEAR
B SE Beta t-value Variables B SE Beta t-value
Criterion VariableCoordinated Colours
Predictor VariablesNeatness
Distinctive
Cautious
-5.19
2.07
-.425
-.278
3.85
.600
.157
.313
.289
-.212
-.074
-1.349
3.445**
-2.71**
-.886
CriterionFamily
PredictorNeatness
Distinctive
Cautious
-12.4
2.48
.028
.056
3.59
.561
.146
.293
.363
.015
.016
-3.44**
4.42**
.193
.193
Criterion VariableElegance
Predictor VariablesNeatness
Distinctive
Cautious
-24.8
3.85
-.127
.746
1.79
.278
.073
.145
.692
-.08
.257
-13.9**
13.82**
-1.75
5.19**
CriterionPosture
PredictorNeatness
Distinctive
Cautious
-21.4
3.79
.274
-.167
3.06
.477
.125
.249
.567
.146
-.048
-6.99**
7.95**
2.19*
-.67
Criterion Variable
ComfortPredictor VariablesNeatness
Distinctive
Cautious
.676
.419
.109
.360
.927
.144
.038
.075
.219
.202
.360
.729
2.89**
2.83**
4.78**
Criterion
AmbiencePredictorNeatness
Distinctive
Cautious
-20.7
2.36
.525
.907
3.0
.469
.122
.245
.357
.284
.263
-6.89**
5.03**
4.29**
3.71**
Criterion VariableBranded
Predictor VariablesNeatness
Distinctive
Cautious
-23.3
1.93
-.239
2.52
2.67
.415
.108
.216
.254
-.113
.636
-8.74**
4.65**
-2.21*
11.65**
CriterionSalesmen
PredictorNeatness
Distinctive
Cautious
3.39
.006
-.008
.270
2.36
.367
.096
.192
.001
-.007
.123
1.44
.016
-.084
1.41
Criterion VariableFriends
Predictor VariablesNeatness
Distinctive
Cautious
-16.1
3.09
-.121
.044
3.74
.583
.152
.304
.424
-.059
.012
-4.30**
5.30**
-.794
.146
CriterionAmenities
PredictorNeatness
Distinctive
Cautious
-14.2
2.38
-.179
.499
4.31
.671
.175
.350
.293
-.079
.117
-3.30**
3.55**
-1.02
1.43
** Significant at 1% level, * Significant at 5% level
COMPONENT 9 - DOMINANT
Table 1.18 COLLINEARITY STATISTICS BETWEEN THE PREDICTOR VARIABLES
PREDICTOR VARIABLES TOLERANCE VIF*
Giving dowry in marriage is a tradition and cannot be done away with
(Conventional)
.962 1.039
Friends often come to me for advice (Opinion Leaders) .975 1.025
I would go for a walk or do some exercise than sit idle (Stay Fit) .982 1.018
*Variance Inflation Factor
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Table 1.19 Multiple Regression Analysis of Dominant (Component 9) and Formal Footwear
Attributes
Variables
FORMAL FOOTWEAR
B SE Beta t-value Variables B SE Beta t-value
Criterion VariableCoordinated Colours
Predictor VariablesConventional
Opinion leaders
Stay Fit
-1.88
.369
.630
.292
.738
.057
.076
.091
.369
.469
.182
-2.549*
6.440**
8.241**
3.213**
CriterionFamily
PredictorConventional
Opinion leaders
Stay Fit
3.86
-.112
.186
.144
.858
.067
.089
.106
-.114
.142
.092
4.493**
-1.676
2.091*
1.364
Criterion VariableElegance
Predictor VariablesConventional
Opinion leaders
Stay Fit
2.17
.305
.349
.071
.538
.042
.056
.066
.435
.370
.063
4.042**
7.304**
6.264**
1.067
CriterionPosture
PredictorConventional
Opinion leaders
Stay Fit
1.59
.227
.350
.171
.688
.053
.071
.085
.272
.313
.128
2.315*
4.240**
4.914**
2.015*
Criterion Variable
ComfortPredictor VariablesConventional
Opinion leaders
Stay Fit
3.22
.213
.196
.221
.360
.028
.037
.044
.444
.305
.287
8.926**
7.620**
5.264**
4.979**
Criterion
AmbiencePredictorConventional
Opinion leaders
Stay Fit
2.47
.319
.215
-.034
.625
.049
.065
.077
.413
.208
-.027
3.953**
6.567**
3.330**
-.438
Criterion VariableBranded
Predictor VariablesConventional
Opinion leaders
Stay Fit
-2.50
.243
.705
.594
.666
.052
.069
.082
.246
.531
.375
-3.76**
4.702**
10.22**
7.244**
CriterionSalesmen
PredictorConventional
Opinion leaders
Stay Fit
2.68
.128
.275
.071
.836
.065
.087
.103
.134
.215
.046
3.207**
1.965
3.180**
.688
Criterion VariableFriends
Predictor VariablesConventional
Opinion leaders
Stay Fit
-.077
-.007
.801
.166
.875
.068
.091
.108
-.006
.520
.090
-.088
-.106
8.839**
1.537
CriterionAmenities
PredictorConventional
Opinion leaders
Stay Fit
3.38
.110
-.175
.236
1.02
.079
.106
.126
.096
-.113
.128
3.317**
1.396
-1.654
1.878
** Significant at 1% level, * Significant at 5% level
COMPONENT 10 - SPIRITUAL, DIET CONSCIOUS AND SOCIALISING
Table 1.20 COLLINEARITY STATISTICS BETWEEN THE PREDICTOR VARIABLES
PREDICTOR VARIABLES TOLERANCE VIF*
Spiritual values are more important that material things (Spiritual) .910 1.099
I eat only home food and do not like to eat out (Diet Conscious) .897 1.114
I can mingle with strangers easily (Socialising) .849 1.178
*Variance Inflation Factor
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Table 1.21 Multiple Regression Analysis of Spiritual, Diet conscious and Socialising
(Component 10) and Formal Footwear Attributes
Variables
FORMAL FOOTWEAR
B SE Beta t-value Variables B SE Beta t-value
Criterion VariableCoordinated Colours
Predictor VariablesSpiritual
Diet Conscious
Socialising
2.30
-.208
.448
.207
.982
.137
.114
.076
-.109
.283
.201
2.341*
-1.512
3.911**
2.704**
CriterionFamily
PredictorSpiritual
Diet Conscious
Socialising
3.28
.552
-.397
.083
1.19
.166
.139
.093
.246
-.214
.069
2.753**
3.318**
-2.865**
.896
Criterion VariableElegance
Predictor VariablesSpiritual
Diet Conscious
Socialising
2.24
-.090
-.003
.749
.734
.103
.086
.057
-.047
-.002
.732
3.056**
-.873
-.034
13.11**
CriterionPosture
PredictorSpiritual
Diet Conscious
Socialising
.196
.208
.240
.463
.866
.121
.101
.067
.110
.154
.456
.227
1.720
2.383*
6.87**
Criterion Variable
ComfortPredictor VariablesSpiritual
Diet Conscious
Socialising
7.52
-.206
-.122
.180
.698
.098
.081
.054
-.158
-.113
.257
10.77**
-2.108*
-1.501
3.312**
Criterion
AmbiencePredictorSpiritual
Diet Conscious
Socialising
.551
.568
.319
-.185
.910
.127
.106
.071
.320
.217
-.194
.605
4.465**
3.008**
-2.611**
Criterion VariableBranded
Predictor VariablesSpiritual
Diet Conscious
Socialising
1.98
-.293
.658
.183
1.01
.141
.117
.078
-.144
.391
.168
1.971*
-2.081*
5.613**
2.343**
CriterionSalesmen
PredictorSpiritual
Diet Conscious
Socialising
-.949
.920
.291
-.240
.906
.127
.106
.070
.485
.185
-.235
-1.048
7.267**
2.759**
-3.401**
Criterion VariableFriends
Predictor VariablesSpiritual
Diet Conscious
Socialising
.589
.538
-.025
.100
1.14
.159
.132
.088
.252
-.014
.087
.518
3.387**
-.190
1.132
CriterionAmenities
PredictorSpiritual
Diet Conscious
Socialising
2.69
.307
.018
-.086
1.21
.170
.141
.094
.139
.010
-.072
2.223*
1.806
.126
-.909
** Significant at 1% level, * Significant at 5% level
COMPONENT 11 STAY TRIM
Table 1.22 COLLINEARITY STATISTICS BETWEEN THE PREDICTOR VARIABLES
PREDICTOR VARIABLES TOLERANCE VIF*
I skip breakfast regularly (Stay Trim) .985 1.015
I like to watch games than any other entertainment channels (SportsViewers) .985 1.015
*Variance Inflation Factor
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Table 1.23 Multiple Regression Analysis of Stay Trim (Component 11) and Formal
Footwear Attributes
Variables
FORMAL FOOTWEAR
B SE Beta t-value Variables B SE Beta t-value
Criterion VariableCoordinated Colours
Predictor VariablesStay Trim
Sports Viewers
-.65
-.270
1.04
3.52
.447
.313
-.052
.283
-.184
-.605
3.323**
CriterionFamily
PredictorStay Trim
Sports Viewers
-4.38
1.68
-.351
3.28
.416
.292
.336
-.101
-1.337
4.028**
-1.205
Criterion VariableElegance
Predictor VariablesStay Trim
Sports Viewers
-7.24
1.65
.203
2.45
.311
.218
.422
.074
-2.96**
5.297**
.929
CriterionPosture
PredictorStay Trim
Sports Viewers
-5.59
1.67
-.213
3.01
.383
.268
.361
-.066
-1.857
4.362**
-.794
Criterion VariableComfort
Predictor Variables
Stay TrimSports Viewers
3.49
-.047.470
1.37
.174
.122-.023.324
2.548**
-.2723.855
**
CriterionAmbience
Predictor
Stay TrimSports Viewers
-8.99
2.28-.318
3.73
.474
.332.393-.078
-2.390*
4.819**-.956
Criterion VariableBranded
Predictor VariablesStay Trim
Sports Viewers
-9.03
1.41
.689
2.22
.283
.198
.384
.268
-4.058
4.975**
3.480**
CriterionSalesmen
PredictorStay Trim
Sports Viewers
-21.1
3.06
.753
3.08
.392
.274
.551
.194
-6.830**
7.818**
2.745**
Criterion VariableFriends
Predictor VariablesStay Trim
Sports Viewers
-5.97
1.85
-.314
2.24
.285
.199
.499
-.12
-2.67**
6.48**
-1.58
CriterionAmenities
PredictorStay Trim
Sports Viewers
-11.8
1.16
1.18
3.61
.459
.322
.208
.299
-3.270**
2.534**
3.657**
** Significant at 1% level, * Significant at 5% level
1.11 RESULT AND DISCUSSION
A brief discussion on the highest preferences of the consumers for formal shoes (based on the
highest Beta value and significant t-value) in each of the factors extracted is given below.Component 1 comprised of stylistic consumers. Six variables (AIO statements) were loaded in
this component. Out of which five variables qualified for study due to multicollinearity.
Therefore the five types of consumers in this component include Budgeted spenders, stylistic,smart dressers, foreign settlers and fashionables. From Table 1.4 it can be observed that the
Budgeted spenders preferred more of branded shoes for formal wear. The stylistic consumers
were more store conscious. They preferred to purchase formal wear from the store that had good
ambiences. The smart dressers preferred their formal shoes to coordinate with the colour of theirattire. The consumers who preferred to settle abroad preferred to wear formal shoes that
enhanced their postures. The fashionables preferred elegant formal shoes. Component 2
comprised of confident consumers. Four variables (AIO statements) were loaded in thiscomponent. The four types of consumers in this category include Nuclear Family oriented,
Confident, Independent and Skilled. From Table 1.6 it can be observed that the consumers who
preferred to live in nuclear family were bound to purchase shoes from the store that exclusivelysold footwear and no other amenities. The confident consumers purchased formal shoes based on
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brands. The independent consumers preferred to wear formal shoes with coordinated colours.The skilled consumers who perceived that they had lot of personal ability preferred elegant and
comfortable shoes and they never consult their family in the purchase of formal shoes.
Component 3 was named as cautious shoppers. This component comprised of three types of
consumers namely social, cautious shoppers and price conscious. From Table 1.8 it can be
inferred that the social consumers who are very active in all the social functions preferred topurchase formal shoes from the outlets that sold other amenities as well. The cautious shoppers
who visit many shops before they finalised their sales preferred to wear formal shoes that werecomfortable. The price conscious consumers preferred to wear formal shoes that were elegant
and branded. Component 4 named as traditional comprised of four types of consumers namely
dominating, protectionist, egotistic and conservative. From Table 1.10 it can be read that thedominating types preferred to purchase formal shoes on the basis of brand and those that enhance
their postures. The protectionist also purchased formal shoes on the basis of brand. The Egotistic
consumers purchased formal shoes primarily after consultation with their friends. The
conservative consumers were very family oriented. Component 5 comprised of relaxedconsumers. The four types of consumers in this category include Practical, Brand Analyst,
Unhealthy lifestyle and Nonplayful. From Table 1.12 it can be observed that the practicalconsumers preferred to purchase shoes from specialized store. The brand analysts were highlyinfluenced by the behaviour of the salesmen. The consumers who lead unhealthy lifestyle
preferred to purchase formal shoes from the outlets that had better ambiences. The consumers
who generally do not participate in sports activities preferred to purchase unbranded shoes.Component 6 were named as optimistic consumers. Due to multicollinearity only one variable
qualified for the study. Therefore there was only one type of consumers i.e., the globe trippers
who were passionate about touring around the world. From Table 1.13 it can be observed that theconsumers in this category preferred to purchase formal shoes from the store that sold other
amenities also. Component 7 was named as strivers. The two types of consumers in this
category were active and hard working. The active consumers were colour conscious. The hard
working consumers preferred to purchase formal shoes from specialized store (Refer Table 1.15).Component 8 was named as systematic. The three types of consumers in this category include,
men who preferred to keep their house neat and clean, men who were attracted towards a
distinctive lifestyle and men who were very cautious about saving money. The first categorypreferred formal shoes that were elegant. The second category preferred to purchase formal
shoes from the outlets that had better ambiences. The cautious men who were very particularabout saving money preferred branded footwear (Table 1.17). Component 9 was named as
dominant. Under this category, there were the conventional consumers who primarily preferredformal shoes that were comfortable. The opinion leaders and the Stay fit type of consumers in
this category were very brand conscious (Table 1.19). Component 10 comprised of spiritual and
diet conscious consumers. There were three types of consumers in this category, the spiritual,
diet conscious and socialising. The spiritual consumers took their purchase decision based on thebehaviour of the salesmen. The diet conscious consumers were highly brand conscious and the
socialising ones preferred formal shoes that were elegant (Table 1.21). Component 11 wasnamed as stay trim. The two types of consumers in this component include stay trim, the men
who often skipped their breakfast and the Sports Viewers, the men who preferred to watch sports
than any other channels. The stay trim preferred to purchase formal shoes from the outlets, where
the salesmen treated them well. The sports viewers preferred to wear footwear that was primarilycomfortable.
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CONCLUSION
The footwear industry is susceptible to certain vital issues namely, market volatility due to
frequent changes in fashion, diverse market, competition from innumerable manufacturers both
from the organised and unorganized sector and the dissimilar buying habits of the customers.
The conclusion reached through the present study is that mapping the behavioural pattern of theconsumers and then associating with the footwear attributes can help the manufacturers and
retailers to understand their target market better. Further similar behavioural patterns can alsoexist in other countries, therefore it becomes easier to tap the global markets. The Indian
Footwear is a sector with tremendous opportunity but still untapped.
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