Consumer Behavior

Consumer Buying Behavior in Purchasing Female Fashion Footwear

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Consumer Buying Behavior in Purchasing Female Fashion Footwear

Introduction

Recently, it has been observed that shoes are not only considered for protection or comfort of human foot for various activities. Now day's shoes are considered as fashionable product and item for decoration which are used to enhance the self image. For consumer buying decision there are certain factors which have vital contribution which are; design of shoes, the material of shoes, price of shoes, sales person, retailers, brand of the shoes, management of stores and many more. Footwear industry has large contribution in the apparel industry of world. Globally the production of shoes has reached 20 billion pairs in year 2010. The manufacturing of shoes largely take place in Asian countries and especially in china and India. The manufacturing takes place in China and India altogether becomes 72.6 percent of world shoes production (Fiore & Kunz 2004)

In this study the focus is on the consumer behavior of females in buying footwear. In many researches the work on female consumer behavior has been found. In this study the focus is on the female buying behavior of fashion footwear. In the previous researches it is found that work has been done in comparison of gender. The consumer buying preference of male and females has been analyzed. In this study the comparison of women fashion preference will be done on the basis of segmentation within females. In this study, the initial stage will be to have knowledge about the consumer buying behavior. In this part of the study it will be analyzed that what are some of the attributes and factors which are considered while buying fashion goods. Then the study will be focusing on the specific areas of the study. In the specific areas the consumer buying behavior of women for footwear industry comes and then according to the age group and demography will be considered (Bruce & Hill 1998, p. 293).

Literature Review

Consumer Buying Behavior

For every profitable business their first priority is their consumers. Recently, it has been seen that consumers get attracts by the retailer who have good variety of products and they adopt unique marketing strategies. For companies and brands it is very important to consider those factors which are in consumer mind. The reason behind is that the factors in consumer mind are the only factors which lead towards the final purchase of the product. By knowing the reason of consumer purchase the retailers will be able to capitalize on those factors and to improve their business. Here it is also very important to understand the relationship between retailers and consumers. The fashion industry the consumers are directly link with the retailers whether it is brand retailers or normal fashion retailers (Wall & Heslop 1989, p. 337).

Retailers have to consider the factors behind consumer buying behavior so that they can accordingly to put up their strategies and improve their business. They also have to follow the consumer buying behavior theories and understand their ...