Methodology:A research paradigm is a world view, a general perspective, a way of breaking down the complexity of the real world. It is an interpretative framework, which is guided by "a set of beliefs and feelings about the world and how it should be understood and studied. There are three types of paradigms that are used in research. There paradigms are Positivism, Interpretivism and Pragmatism. Positivism is a formal, objective, systematic process in which numerical data are utilised to obtain information about the world . It is inclined to be deductive. In other words it tests/verify theory. Interpretivism is an informal, subjective research approach that usually emphasizes words rather than numbers in the collection and analysis of data and that is inductive in nature. In other words it generates theory. Pragmatism is one in which the researcher tends to base knowledge claims on realistic grounds (e.g., consequence-oriented, problem-centered, and pluralistic). It nor verify theory neither generates theory, it believe in problem solving. I am going to choose Positivism paradigm. There are different ways to collecting data in positivism paradigm which are Questionnaire, Structured Interview and Structured Observation. Questionnaire is preformulated written set of questions to which respondents record their answers. Structured Interview is the process of administering an interview schedule by an interviewer. The aim is for all interviewees to be given exactly the same context of questioning. Structured Observation is a purposeful, systematic and selective way of watching and listening to an interaction or phenomenon as it takes place. I will work on Questionnaire because it has more reach than other types of research instruments. There are some pros and cons of questionnaire. Pros: Advantage of a questionnaire are that it can be piloted with members of the sample group which would highlight any design faults, less costly and speedier, standardization of questions, greater anonymity than personal interviews, secrecy of respondent is high and data accuracy chances increase. Cons: Questionnaires are at risk of response bias, easier to leave a mail questionnaire unanswered than to say no to an interviewer, no control over those who do respond. Population is the universe of units from which the sample is to be selected. For my research my population will be the users of footwear brands. I will select 150-200 respondents as my sample size. I will choose 150-200 respondents as my sample size because my observation will increase and I will get more authentic results.