THE IMPACT OF BRANDING ON CONSUMER BUYING

BEHAVIOR OF FOOTWEAR FOR UNDERGRADUATE

STUDENTS IN KATHMANDU

Submitted by

ASHMA K.C.

EXAM ROLL NO: 20030018

PU REGISTRATION NO: 2019-2-03-1163

A project work report submitted to Pokhara University in partial fulfilment of the

requirement for the degree of

Bachelor of Business Administration

at the

Ace Institute of Management

Pokhara University

Kathmandu, Nepal

2023, 21st July

1
 DECLARATION

I hereby declare that the project work report entitled “The impact of branding on consumer
buying behavior of footwear for undergraduate students in Kathmandu.” submitted for the
BBA is my original work and the project report has not formed the basis for the award of any
degree, diploma, or any other similar titles.

Signature:

Name of student: Ashma K.C.

Date: 2023/07/21

2
 CERTIFICATE

This is to certify that the Project Work titled “The impact of branding on consumer buying
behavior of footwear for undergraduate students in Kathmandu” submitted by Ashma K.C.,
Roll No. 20030018 for the partial fulfilment of the requirements of BBA embodies the
bonafide work done by her under my supervision.

Signature of the supervisor

Name: Sandeep Basnyat

Date: 2023/07/21

Name of External Examiner:

Signature of External Examiner:

Date: 2023/07/21

3
 ACKNOWLEDGEMENTS
The research titled “The impact of branding on consumer buying behavior of footwear for
undergraduate students in Kathmandu” been prepared under the undergraduate research
project as partial fulfilment of Bachelor of Business Administration (BBA) under program
of faculty management, Pokhara University.

First, I would like to extend my deepest gratitude to my Supervisor Mr. Sandeep Basnyat

for his valuable guidance, advice, suggestions, and cooperation throughout the course of this

desertion. His supervision has contributed to this undertaking.

I would like to thank everyone in Ace Institute of Management for continuous support

and conducting various sessions regarding research, which helped me a lot in preparation

of this project. I would like to thank all the respondents who gave their valuable time and

effort in filling the questionnaire. It would not have been possible in completing the research

successfully without them who have prolonged their help by providing their views and

opinions, which are integral part of study.

Lastly, I would like to thank all the Facilitator’s and the administrator of Ace institute of

Management and all those who assisted me directly and indirectly by providing me with

necessary ideas and comments. In addition, I am indebted to all the friends, seniors and

family for their direct and indirect help, cooperation, encouragement and contribution for the

completion of this project.

Thanking you all!

Ashma K.C.

July 2023

4
 TABLE OF CONTENTS

Contents
DECLARATION...................................................................................................................................2
CERTIFICATE.....................................................................................................................................3
ACKNOWLEDGEMENTS..................................................................................................................4
CHAPTER 1..........................................................................................................................................8
1.0 INTRODUCTION.......................................................................................................................8
1.1 BACKGROUND OF THE STUDY............................................................................................8
1.2 OBJECTIVES OF THE STUDY...............................................................................................9
1.3 STATEMENT OF THE PROBLEM.......................................................................................10
1.4 NEED AND SCOPE OF THE STUDY....................................................................................10
1.5 LITERATURE REVIEW.........................................................................................................11
1.6 THEORETICAL FRAMEWORK...........................................................................................12
1.7 Research Gap:...........................................................................................................................13
1.8 Specification of variables..........................................................................................................14
1.9 Research Methodology..............................................................................................................16
CHAPTER-II.......................................................................................................................................19
2.0 DATA PRESENTATION.........................................................................................................19
DATA ANALYSIS..........................................................................................................................23
2.13 MAJOR FINDINGS AND DISCUSSION.............................................................................31
CHAPTER - III...................................................................................................................................33
3.0 SUMMARY AND CONCLUSION..........................................................................................33
3.1 SUMMARY OF THE RESEARCH.........................................................................................33
3.2 CONCLUSION..........................................................................................................................33
3.3 RECOMMENDATION............................................................................................................34
References............................................................................................................................................36
APPENDIX..........................................................................................................................................39

List of Table and Figures

5
Table 2.1 Frequency Distribution by Gender

Table 2.2: Distribution of Respondents by Age

Table 2.3: Distribution of Respondents by Education

Table 2.4: Distribution of Respondents by Purchase

Table 2.5: Repeat Purchase Status of Respondents

Table 2.6: Sources of information when making a footwear purchase decision by respondents

Table 2.7.Descriptive Statistics of Price and Cost

Table 2.8: Descriptive Analysis of brand image

Table 2.9: Descriptive Analysis of advertising

Table 2.10: Descriptive Analysis of brand association

Table 2.11: Descriptive Analysis of consumer buying behavior

Table 2.12: Regression Analysis

6
 CHAPTER 1
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
In the current business climate, organizations are increasingly adopting branding as a strategy
tool. (Rooney, 1995) In order to build and manage customer-based brand equity, branding is
used. Customers' perceptions of a brand's strength and worth are referred to as its customer-
based brand equity. (Keller, 2003) In the same way that buyers purchase goods for their own
use or to solve problems they are having, modern marketing tools and techniques have taken
the place of traditional marketing tools and strategies. Producers are typically the factories
where goods and services are produced. The manufacturer seeks to differentiate their product
from those of other manufacturers as time goes on. Due to the creation of branding, these
factors give rise to a new marketing period and dimension. (Ashraf et al., 2017) Branding
enables companies to develop a distinct personality and position their offerings in consumers'
minds. By strategically crafting brand elements and consistently delivering on brand promises,
companies can shape consumer perceptions and establish a strong brand image that resonates
with their target audience. (D. A. Aaker, 1996)

Consumer behavior in the footwear sector is influenced by a number of important aspects. The
functionality of the footwear product is one of these factors. When making purchases,
consumers take the footwear's comfort, fit, durability, and performance into account.(Bloch et
al., 1989)The footwear industry's consumer buying behavior is also influenced by brand image
and reputation. Customers are more likely to be drawn to and stay with brands that are thought
to provide high-quality goods, have a strong brand identity, and resonate with consumers'
values and goals. (Keller, 1993)

Not all of the issues that businesses are currently facing can be solved by branding.There are
significant drawbacks to branding that must be taken into account.But if branding is done well,
benefits outweigh drawbacks (Lorenzini and McCarthy, 1992). Customers will receive value
for their money from a good brand, and employees will feel satisfied and confident in their
7
offerings (O'Malley, 1991). Additionally, effective branding can hasten consumer recognition
and adoption. (Rooney, 1995)

The corporation must fully satisfy the needs and wants of its customers in order to effectively
manage its brand. There are now numerous brands available for a single product. Customers
are drawn to a brand not only by their attitudes and ideals but also by the trendy surroundings
in which they live. The consumer living style has also changed as a result. Therefore, the
component that has the most influence on consumers' purchasing decisions is the brand.
(Ashraf et al., 2017) Consumer purchasing decisions are made through a process that includes
several steps, including need awareness, information search, alternative evaluation, selection,
and lastly post-purchase behavior. Numerous factors influence customer behavior, and those
factors encourage him to make purchases. (Sarwar et al., 2014)

1.2 OBJECTIVES OF THE STUDY

The primary objectives of the study are to identify the numerous variables that affect
consumers buying behavior regarding footwear in the Kathmandu valley. The study's goals are
to:

 To assess the impact of brand loyalty on consumer buying behavior of footwear.

 To analyze the effect of advertising on consumer buying behavior of footwear.
 To investigate the relationship between brand image and consumer buying behavior of
footwear.

This study aims to identify the key factors influencing customer buying behavior of footwear
for undergraduate students in the Kathmandu Valley.

8
1.3 STATEMENT OF THE PROBLEM
Brand dilution or brand extension problems are a typical issue. Brand dilution is the result of
poor brand extensions or inconsistent brand messaging, which dilutes or weakens a brand's
image, reputation, or affiliations. Consumer confusion or loss of brand trust could have a
detrimental impact on brand equity. (D. A. Aaker & Keller, 1990) New branding issues have
emerged in the digital age, such as controlling online brand visibility and responding to
unfavorable online reviews or social media backlash. In order to preserve a positive brand
reputation, brands must actively monitor and participate in online conversations. Online
platforms provide consumers a tremendous voice. (Chu, 2011) Additionally, brand
inconsistency across several marketing touch points or platforms might be problematic.
Consistency issues can diminish a company's overall impact by making consumers confused
through inconsistent brand message, visual identity, or customer experiences. (De Chernatony
& Riley, 1998)

In order to improve their brand's image, trustworthiness, and reach, brands frequently
collaborate with athletes, celebrities, or influencers. (Djafarova & Rushworth, 2017)

1.4 NEED AND SCOPE OF THE STUDY

The study focuses on understanding the impact of branding on consumer buying behavior of
footwear. Branding plays a crucial role in shaping consumer preferences and perceptions,
enabling footwear companies to tailor their strategies and build brand loyalty. It provides a
competitive advantage by differentiating companies in a saturated market. Branding directly
affects purchase decision-making, with consumers relying on brand associations and
reputation. Studying this impact helps companies create effective marketing strategies and
identify loyalty-building elements. Branding also enhances brand equity, encompassing
factors like awareness and perceived quality. The study's scope includes examining branding
elements, understanding their influence on consumer decision-making, exploring the
relationship between branding and brand loyalty, assessing brand equity, and optimizing
marketing strategies. Overall, studying the impact of branding on consumer buying behavior
of footwear empowers companies to understand consumers, gain a competitive edge, and drive
business success.

9
1.5 LITERATURE REVIEW
Depending on the brand the consumer chooses to purchase, several factors influence consumer
behavior. For any kind of brand to succeed, brand loyalty is crucial. The characteristics of
consumer behavior can determine whether or not consumers are brand loyal. Gaining a large
market share is facilitated by loyal customers. It costs five times as much to acquire new
customers as it does to keep current and past customers. Consumer loyalty can provide
businesses an advantage over rivals, which is important for success. (Sarwar et al., 2014)
Brand loyalty is the constant preference of a consumer for one brand above other options on
the market. It entails returning customers and a deep emotional bond between the client and
the brand. (Oliver, 1999) Repurchasing goods or services from their favorite brand is common
among loyal customers. This conduct lowers the likelihood that the consumer would consider
other companies and raises the likelihood that they will remain loyal. (Oliver, 1999)
Compared to non-loyal clients, brand loyal ones are frequently less price sensitive. They are
more inclined to pay extra since they regard the brand's quality and value more than its low
price. (Oliver, 1999) Brand loyalty serves as a deterrent to rivals. Customers who are devoted
to a certain brand are less susceptible to being persuaded by advertisements or marketing
initiatives from competing companies.(Oliver, 1999)Advertising significantly affects
consumers' purchasing decisions.(MacKenzie & Lutz, 1989) Building brand recognition and
corporate brand acceptability is the primary role of advertising. Marketers introduce the brand
to potential customers through advertising, giving them the chance to accept it.(Rooney,
1995)Brand association is the connection between information about the customer's
perceptions of the brand, whether favorable or unfavorable, and the node of the brain memory
(Emari et al., 2012).In order to carry out brand differentiation and brand expansion, brand
association serves as a tool for information gathering.(Sasmita & Suki, 2015)Consumer
sentiments and brand choices are significantly influenced by brand image.

Strong, positive brand perception can boost consumer satisfaction, positive word-of-mouth,
and brand loyalty. Customers are more inclined to select brands that fit with their ideal self-
image or lifestyle if they have a great reputation. (D. A. Aaker, 1996)

10
1.6 THEORETICAL FRAMEWORK
Based on the literature review indicated above, the theoretical framework that follows are
provided. The dependent and independent variables for the study were described in this
section. It serves as a hypothetical illustration of the theories under consideration and the
connections between them. A model has been developed to explore the factors that affect a
customer's buying behavior of footwear. The model explains the relationship between brand
loyalty, brand image, advertising and brand association. The dependent variable is the
customer buying behavior, while the independent elements include brand loyalty, brand
image, advertising and brand association while moderating variables include some
demographic variables such as age, gender, education were also considered for this research
study determining dependent variables outcome “costumer’s buying behavior”. The purpose
of the study is to identify how these independent variables affect the decision of the dependent
variable, factor that the client consider for purchasing footwear. The relationship between the
elements in the study has also been graphically shown below:

Fig. Schematic Diagram of Theoretical Framework

11
 Independent Variable Dependent Variable

Brand Loyalty

Brand Image
Consumer Buying Behavior

Advertising

Brand Association

1.7 Research Gap:

Although there has been a lot of development in the study of how branding affects consumer
purchasing behavior, there are still several noticeable research gaps that call for more
investigation. The impact of branding on consumer purchasing decisions in the context of
emerging markets is one area where research is lacking. There is a dearth of thorough study on
the particular dynamics and cultural quirks that shape the relationship between branding and
consumer behavior in developing economies, despite the fact that current studies have
primarily concentrated on developed markets. (Vrontis et al., 2009)

There is a lot of study on consumer behavior and branding, but little of it particularly looks at
how branding affects the purchasing decisions of undergraduate students in the footwear
sector. A significant consumer group with unique attitudes, views, and purchasing habits is
undergraduate students. They frequently lack money, are affected by others and social media,
and look for value and self-expression in the products they buy. More studies that particularly
look at the influence of branding on consumer purchase behavior of footwear among
undergraduate students are thus needed to fill the research deficit in this area. Such studies can
offer insightful information about the elements influencing undergraduate students' brand
preferences, purchasing choices, and brand loyalty in the footwear industry.
12
1.8 Specification of variables
Independent Variables

Brand Loyalty: Brand loyalty can result in positive word-of-mouth and brand advocacy. Loyal
consumers are more likely to share positive experiences and recommend the brand to others,
leading to increased brand awareness and customer acquisition. Their positive word-of-mouth
can influence the buying decisions of others, as consumers often trust recommendations from
friends, family, or online influencers.(Hennig-Thurau et al., 2002) Brand loyalty helps
consumers make simpler decisions and save time searching for information. Customers who
are brand loyal exhibit a strong preference for and faith in the brand, which facilitates
decision-making. They are more prone to select the well-known brand without carefully
weighing the alternatives. (Dick & Basu, 1994) Brand loyalty has a favorable impact on
consumer attitudes and perceptions of the brand. Consumer brand perceptions, such as
opinions of quality, dependability, and value, tend to be more favorable in the eyes of loyal
customers. They form emotional bonds with the brand, which raises their level of brand
pleasure and propensity to promote it to others. Their purchasing behavior is substantially
influenced by this optimistic attitude and perspective. (Yoo & Donthu, 2001)

Brand Image: Consumer attitudes and feelings toward a brand are influenced by its brand
image, which in turn drives their purchasing behavior. Consumer opinions and emotional
connections to the brand are influenced by brand image. Positive sentiments and emotions are
evoked by a powerful brand image, and these feelings and emotions can affect consumer
preferences and buy intentions. Positively perceived brands gain the trust, loyalty, and
familiarity of their customers. They might think the brand is more respectable, prestigious, or
attractive in society. Their emotional investment in the brand and good attitude toward it have
a big impact on their purchasing decisions. (Keller, 1993)

Brand Association: Brand associations have the power to affect consumers' emotions. Brands
that are linked to pleasant feelings, like happiness, enthusiasm, or trust, might influence
13
consumers' emotions positively. Customers' opinions and inclinations toward the brand are
shaped by these emotional associations, which also affect their purchasing decisions.(Keller,
1993) Brand affiliations help brands stand out from the competition and get an edge.
Consumers are more likely to prefer one brand over rivals when they believe it to be
distinctive and unique based on its associations. In the minds of consumers, strong and
positive brand connections can establish a distinctive brand identity and stance, making the
brand stand out and memorable. (Escalas & Bettman, 2003)

Advertising: Through social influence and normative cues, advertising can affect consumer
purchasing decisions. Advertisements frequently feature social situations, recommendations,
or endorsements that give the impression of social acceptance or compliance. These social
cues may have an impact on consumers, leading them to match their purchasing decisions with
perceived societal norms or expectations. (Cialdini & Goldstein, 2004) Brand familiarity and
awareness are greatly aided by advertising. Brand familiarity and awareness are produced by
advertising. Advertising aids in increasing consumer awareness of brands and their products
by exposing customers to brand messages and product details. Consumers are more inclined to
take into account a brand when making decisions when they are aware of it. (Macdonald &
Sharp, 2000)

Dependent Variable

Consumer Buying Behavior: Consumer behavior includes both the purchasing and consuming
of goods or services. Thus, according to Engel, Miniard et al. (2006), there are seven steps in
the decision-making process for consumers: "need recognition, search for information, pre-
purchase, evaluation, purchase, consumption, post-consumption evaluation, and divestment.
"Consumer behavior is the collection of actions taken by customers as they choose, purchase,
and use goods, services, and concepts to meet their needs. According to Teng, Laroche, and
colleagues (2007), consumers who intend to purchase a specific brand need to be aware of all
competing brands. (Ashraf et al., 2017)

14
1.9 Research Methodology
Research methodology depicts a basic framework for conducting the study to attain the
predetermined objectives of the study. This chapter presents the whole idea regarding the
methods adopted in conducting the research, research design and plan, population and sample
size determination, data collection procedure, instrumentation of data, reliability and validity,
and data analysis method.

Research Design and Plan

This study was based on descriptive research design and inferential statistics. This research
examines the impact of branding on consumer buying behavior. Here, descriptive study was
used to determine the factors affecting consumer buying behavior of footwear for
undergraduate students. Cross-sectional research design was adopted as information is
collected from the given sample of population only once. However, inferential statistics
showed the relationship between dependent and independent variables. Quantitative research
method was applied to the study to achieve research objectives. Questionnaires were self-
administered hence the findings derived were totally based on the data and facts provided by
the sample population. The responses obtained from respondents were collected, evaluated,
and analyzed to examine the effect of various factors on consumer buying behavior.

Population and sample size determination

The population is infinite because the geographical boundary considered for data collection
purposes was the Nepalese national boundary and counting the number of customers for their
preference. Altogether 120 samples were collected out of which 9 responses were dropped due
to lack of authenticity. Thus, to ensure better representation of the population, a total sample
size of 111 respondents from different categories like students were taken in this survey. The
selection of the respondents was done based on the simple random sampling method. Simple
random sampling is a type of probability sampling in which the researcher randomly selects a
subset of participants from a population. Each member of the population has an equal chance
of being selected (Smith, 2001). Using the simple random sampling process ensures that your
small sample group will be representative of the total population, and free from researcher
bias. The researchers sent the online survey form to all the participants who were in the
15
researcher’s social media networks or whom the researcher or researcher’s friends/family
personally knew, and collected responses from whoever agreed to respond. Also, the
researcher went to randomly selected real fields like colleges and universities and distributed
questionnaires in printed form.

Sources of data

The primary source for this study was the students who are customers of footwear in Nepal
and the data was collected through a survey method. The structured questionnaire was applied
for collecting data directly from respondents. The self-administered questionnaire was used
and involved two major sections. The first section consists of demographic variables like
gender, age, education, profession, and monthly income along with behavioral factors like
purchase patterns, and regularity in purchase. The second section was used to gather data on
customers' agreement/disagreement on the number of items representing dependent and
independent variables of the study on a five-point Likert scale. Although this research is
mainly based on primary sources, secondary sources of data have also been used as various
published sources of NRB have been taken for presenting facts and figures related to customer
choices for branded footwear.

Data collection procedure

The data collection procedure was carried out by using questionnaires. The questionnaire was
prepared based on the literature review. This questionnaire consists of two sections where the
first section included certain questions on demographic variables and behavioral factors and
the next section encompassed questions that focused on collecting customer responses on
several items prepared to represent major independent variables and dependent variables. In
the case of reachable respondents, researchers went to the randomly selected real field like
colleges and universities and distributed questionnaires in printed form to the respondents and
collected the responses later when the respondents filled up the questionnaire. In case of
unreachable respondents, questionnaires were distributed electronically via mail, and social
media platforms where respondents used google forms to fill up questionnaires. The ratio of
questionnaire distribution based on online means and printed form was 25:75. The

16
questionnaire was closed-ended which restricts the respondents within the options given. The
data were collected using a self- administered approach.

Data Analysis Method

The SPSS and MS-Excel were used for the arrangement and further analysis of data.
Descriptive statistics, correlation, and regression methods of analysis were used as a major
statistical model to obtain meaningful relationships among dependent and independent
variables. The descriptive statistics like mean, standard deviation, minimum, and maximum
values of variables were applied to assess the influence of various factors on consumer buying
behavior. Linear regression was used as an econometric model to examine the theoretical
relation between impact of branding and consumer buying behavior. Mathematical Equation
for predicting consumer buying behavior:

Y = β0+ β1X1 + β2X2 + β3X3 + β4X4 + ɛ

Where,

Y = Consumer Buying Behavior (Dependent variable)

X1 =Brand loyalty, X2 =Brand image, X3 =Brand association, X4 =Advertising

β0= Consumer Buying Behavior when there is no independent variables

β1 = Coefficient of Brand loyalty,

β2 = Coefficient of Brand image,

β3= Coefficient of Brand Association,

17
 CHAPTER-II

DATA ANALYSIS AND PRESENTATION

2.0 DATA PRESENTATION
This Chapter aims to obtain the objectives of the study for critically examining quantitative
data. It contains the analysis, discussion and the interpretation of the result based on the data
collected. The analysis is mainly based on the primary data, which were collected through
questionnaire filled by the respondents. The data is analyzed with the help of SPSS software.
The data presented with tables and diagrams to make it convenient and possible to interpret.

Respondents Profile

The brief description of the sample used in this survey was already discussed in research
design and methodology. However, the descriptive analysis of total respondents taken under
study is described in detail in this section. Mostly the respondents were students of bachelor
undergraduate level of study. In order to meet the objectives of this survey, questionnaire was
distributed to the respondents through email and social media sites like Facebook and Viber.
The survey had intended to target around 100 respondents but we received extra 11 responses
which sums to total of 111 responses were received during survey. Thus, the response rate of
this study is 111 %.

2.1 Demographic Distribution by Gender

Table 2.1 Frequency Distribution by Gender
Frequenc
Gender y Percent
Male 48 43.2
Female 62 55.9
Others 1 0.9
Total 111 100

Table 2. 1 illustrates the distribution of the respondents in terms of gender. Out of 111
respondents, 48 were male which represent 43.2 percent of the sample and 62 were female
representing 55.9 percent of the sample. It shows that the majority of respondents were female
and males have minor participation in this study in comparison to females.

18
2.2 Distribution by Age
Table 2.2: Distribution of Respondents by Age
Frequenc
Age y Percent
18-20 21 18.9
21-23 58 52.3
24-26 25 22.5
27 and
above 7 6.3
Total 111 100

Table 2.2 depicts the distribution of respondents on the basis of age group. Percentage
distribution showed that 18.9 percent of respondents belonged to 18-20 age group, 52.3
percent belonged to 21-23 age group, 22.5 percent belonged to 24-26 age group, and 6.3
percent belonged to 27 and above age group. Thus, most of the respondents that participated in
this survey belonged to age group of 21 - 23 whereas second highest respondents belonged to
24 - 26 age group. However, age group of 27 and above have fewer participants.

2.3 Distribution by Education

Table 2.3: Distribution of Respondents by Education
Frequen Perce
Education cy nt
Business 69 62.2
Social Sciences 4 3.6
Engineering/
Technology 18 16.2
Arts 10 9
Others 10 9

19
 Total 111 100

Table 4.3 represents the distribution of respondents as per their educational qualifications.
Percentage distribution showed that 62.2 percent of respondents belonged to business
background, 3.6 percent belonged to social sciences background, 16.2 percent belonged to
engineering/technology background, 9 percent belonged to arts background and 9 percent of
respondents belonged to other background. Thus, most of the respondents that participated in
this survey belonged to business background whereas second highest respondents belonged to
engineering/technology background. However, arts and other backgrounds have fewer
participants.
2.4 Distribution by Purchase
Table 2.4: Distribution of Respondents by Purchase
Frequenc Percen
Purchase y t
Very
frequently 16 14.4
Frequently 29 26.1
Occasional
ly 48 43.2
Rarely 18 16.2
Total 111 100

Table 2.4 shows the distribution of respondents according to their purchase. From among the
sample taken most of the respondents purchased footwear occasionally. Percentage
distribution showed that 14.4 percent of respondents bought footwear very frequently, 26.1
percent of respondents bought footwear frequently, 43.2 percent of respondents bought
footwear occasionally and 16.2 percent of respondents bought footwear rarely.
2.5 Repeat Purchase Status of Respondents
Table 2.5: Repeat Purchase Status of Respondents
Repeat Frequenc Percen
purchase y t
Very
likely 38 34.2
20
 Likely 33 29.7
Neutral 33 29.7
Unlikely 5 4.5
Very
unlikely 2 1.8
Total 111 100

Table 2.5 shows the repeat purchase status of respondents. Among 111 respondents, 38
respondentsi.e.34.2 percent were very likely to repeat a footwear purchase from a brand that
they have previously bought from, 33 respondents i.e.29.7 percent were likely to repeat a
footwear purchase from a brand that they have previously bought from, 33 respondents
i.e.29.7 percent were neutral about repeating footwear purchase from a brand that they have
previously bought from, 5 respondents i.e.4.5 percent were unlikely to repeat purchasing
footwear from a brand that they have previously bought from and 2 respondents i.e.1.8 percent
were very unlikely to repeat a footwear purchase from a brand that they have previously
bought from. This shows that most of the respondents were very likely to repeat a footwear
purchase from a brand that they have previously bought from.
2.6 Sources of information to rely on when making a footwear purchase decision
Table 2.6: Sources of information when making a footwear purchase decision by respondents
Frequenc
Information source y Percent
Friends and family
recommendations 23 20.7
Online reviews and ratings 20 18
Social media influencers 17 15.3
Advertising 12 10.8
In-store displays and
promotions 31 27.9
Others 8 7.2
Total 111 100
Table 2.6 shows the name of information source from where the consumers make a footwear
purchase decision. The table depicts that 20.7 percent preferred friends and family
recommendations for making a footwear purchase, 18 percent preferred online review and
21
ratings for making a footwear purchase,15.3 percent preferred social media influencers for
making a footwear purchase, 10.8 percent preferred advertising for making a footwear
purchase, 27.9 percent preferred in-store displays and promotions for making a footwear
purchase and 7.2 percent preferred other sources for making a footwear purchase. From
among the sample taken highest number of respondents preferred in-store display and
promotions for making a footwear purchase whereas second highest number of respondents
have chosen friends and family recommendations for making a footwear purchase. But least
number of respondents preferred other sources for making a footwear purchase.

DATA ANALYSIS
Descriptive Statistics

The frequencies make up the descriptive analysis of this research investigation. The mode,
minimum and maximum values for each of the respondents' questions. In order to make
conclusions, this section analyses the many independent variables, brand loyalty, brand image,
advertising and brand association. Customer buying behavior is the dependent variable.
Respondents are questioned using a Likert scale to determine the link between dependent and
independent variables. The variable under consideration was analyzed using the Likert scale
five range scale, where I stands for strongly disagree, 2 for disagree, 3 for neutral, 4 for agree,
and 5 for strongly agree

2.7 Descriptive Statistics of Price and Cost: There were three questions in all asked of the
respondents to determine their level of priority with regard to the pricing & cost criteria of
bank choosing. The price and cost descriptive statistics are shown in Table 2.7.Descriptive
Statistics of Price and Cost

22
 Stron Stron
gly Agr gly
disag Disag Neu ee Agre Std.
ree ree tral (4 e Me Devia
Statement (1%) (2%) (3%) %) (5%) an tion
I am more likely to
repurchase
footwear from a
brand I have
previously bought 52. 3.5
from. 11.7 0.9 19.8 3 15.3 9 1.132
I trust and prefer
to buy footwear
from brands I am 52. 3.6
loyal to. 9.9 2.7 15.3 3 19.8 9 1.126
Brand loyalty
influences my
perception of the
quality and value
of footwear 46. 3.7
products. 10.8 0.9 16.2 8 25.2 5 1.171
I am willing to
pay a premium
price for
footwear from
brands I am loyal 35. 3.3
to. 12.6 9 24.3 1 18.9 9 1.252
The level of 11.7 2.7 19.8 46. 18.9 3.5 1.179
brand loyalty I 8 9
have affects my
likelihood of
recommending
the brand to
23
 others.
Overall mean: 3.602

Table 2.7 represents the result of descriptive analysis of brand loyalty. It shows that the
average score for all the statements of brand loyalty impacting consumer buying behavior. The
highest mean value is 3.75 for the statement “Brand loyalty influences my perception of the
quality and value of footwear products”. This value is closer to 4 (Agree) and therefore
indicates that the respondents have a ‘somewhat agree’ opinion on the effect of the brand
loyalty on quality and value of footwear products. As also seen from the table, 46.8% of the
participants have expressed their agree opinion on this statement. The lowest mean value is
3.39 for the statement “I am willing to pay a premium price for footwear from brands I am
loyal to”. This mean value is closer to 3(neutral) and therefore indicates that the respondents
‘somewhat neutral’ that they are willing to pay a premium price for footwear from brands they
are loyal to. From table it can also be seen that 24.3% of the participants responded ‘Neutral’.
The statement stating ‘I am willing to pay a premium price for footwear from brands I am
loyal to’ has highest variability with standard deviation of 1.252

2.8 Descriptive Analysis of the Independent Variable Brand Image

Table 2.8: Descriptive Analysis of brand image

Stron Stron
gly Agr gly
disagr Disag Neut ee Agre Std.
ee ree ral (4% e Me Devia
Statement (1%) (2%) (3%) ) (5%) an tion
A positive brand image
makes me more likely
to choose a particular 54. 3.7
footwear brand. 9.9 0.9 14.4 1 20.7 5 1.108
I believe that brands
with a strong brand
image offer better
quality footwear 44. 3.4
products. 11.7 8.1 18.9 1 17.1 7 1.212
The brand image of a 10.8 2.7 21.6 45 19.8 3.6 1.162
24
 footwear brand
affects my
perception of the
brand’s reliability
and trustworthiness.
The brand image of a
footwear brand
influences how I
perceive the 38. 3.6
brand’s reputation. 9.9 2.7 25.2 7 23.4 3 1.167
Overall mean: 3.6125

Table 4.13 represents the result of descriptive analysis of brand image. It shows that the
average score for all the statements of brand image impacting consumer buying behavior. The
highest mean value is 3.75 for the statement positive brand image makes me more likely to
choose a particular footwear brand. This value is closer to 4 (Agree) and therefore indicates
that the respondents have a ‘somewhat agree’ opinion on the effect of the positive brand image
makes me more likely to choose a particular footwear brand. As also seen from the table,
54.1% of the participants have expressed their agree opinion on this statement. The lowest
mean value is 3.47 for the statement brands with a strong brand image offer better quality
footwear products. This mean value is closer to 3(neutral) and therefore indicates that the
respondents ‘somewhat neutral’ that brands with a strong brand image offer better quality
footwear products. From table it can also be seen that 18.9% of the participants responded
‘Neutral’. The statement stating brands with a strong brand image offer better quality footwear
products has highest variability with standard deviation of 1.212.

2.9 Descriptive Analysis of the Independent Variable Advertising

Table 2.9: Descriptive Analysis of advertising

Statement Strongly Disagree Neutral Agree Strongl Mea Std.

25
 disagree y Agree Deviatio
(1%) (2%) (3%) (4%) (5%) n n
Advertising plays a
significant role in
shaping my
perception of
footwear brands. 4.4 4.5 17.1 55 12.6 3.54 1.118
I am more likely to
consider
purchasing
footwear from
brands that have
effective
advertising
campaigns. 10.8 10.8 20.7 39.6 18 3.43 1.218
Advertising
increases my
awareness of
footwear brands
and their product
offerings. 10.8 6.3 18 43.2 21.6 3.59 1.21
I believe that
brands with
impactful
advertising
produce better-
quality footwear
products. 10.8 5.4 27 42.3 14.4 3.44 1.142
Well-executed
advertising
campaigns
influence my
perception of the
value and
desirability of
footwear brands. 12.6 23.4 47.7 16.2 0.1 3.55 1.158
Overall mean 3.51

Table 4.13 represents the result of descriptive analysis of advertising. It shows that the average
score for all the statements of advertising impacting consumer buying behavior. The highest
mean value is 3.59 for the statement advertising increases awareness of footwear brands and

26
their product offerings. This value is closer to 4 (Agree) and therefore indicates that the
respondents have a ‘somewhat agree’ opinion on the effect of advertising increasing
awareness of footwear brands and their product offerings. As also seen from the table, 43.2
percent of the participants have expressed their agree opinion on this statement. The lowest
mean value is 3.43 for the statement likely to consider purchasing footwear from brands that
have effective advertising campaigns. This mean value is closer to 3(neutral) and therefore
indicates that the respondents ‘somewhat neutral’ that they are likely to consider purchasing
footwear from brands that have effective advertising campaigns. From table it can also be seen
that 20.7% of the participants responded ‘Neutral’. The statement stating I am likely to
consider purchasing footwear from brands that have effective advertising campaigns has
highest variability with standard deviation of 1.218.

2.10 Descriptive Analysis of the Independent Variable Brand Association

Table 2.10: Descriptive Analysis of brand association

Strongly Strongl Std.

disagree Disagree Neutral Agree y Agree Mea Deviatio
Statement (%) (%) (%) (%) (%) n n
The brand association of
a footwear brand affects
my perception of the
product’s quality and
performance. 10.8 19.8 51.4 18 0 3.66 1.116
I consider the
reputation and image
associated with a
footwear brand
before making a
purchase. 9.9 3.6 16.2 52.3 18 3.65 1.125
The brand association
with a footwear brand
influences my
perception of the
product’s price-value
relationship. 10.8 1.8 21.6 45 20.7 3.63 1.159
I am more likely to
recommend a 9.9 3.6 23.4 47.7 15.3 3.55 1.11
27
 footwear brand to
others if it has a
positive brand
association.
Overall mean 3.6225

Table 4.14 represents the result of descriptive analysis of brand association. It shows that the
average score for all the statements of brand association impacting consumer buying behavior.
The highest mean value is 3.66 for the statement brand association of a footwear brand affects
perception of the product’s quality and performance. This value is closer to 4 (Agree) and
therefore indicates that the respondents have a ‘somewhat agree’ opinion on the brand
association of a footwear brand affects perception of the product’s quality and performance.
As also seen from the table, 18% of the participants have expressed their agree opinion on this
statement. The lowest mean value is 3.55 for the statement likely to recommend a footwear
brand to others if it has a positive brand association. This mean value is closer to 4(agree) and
therefore indicates that the respondents ‘somewhat agree’ that they are likely to recommend a
footwear brand to others if it has a positive brand association. From table it can also be seen
that 47.7% of the participants responded ‘Agree’. The statement stating likely to recommend a
footwear brand to others if it has a positive brand association has highest variability with
standard deviation of 1.159.

2.11 Descriptive Analysis of the Dependent Variable Consumer buying behavior

Table 2.11: Descriptive Analysis of consumer buying behavior

Strongl
y Strongl
disagre Disagre Neutra Agre y Std.
e e l e Agree Mea Deviatio
Statement (%) (%) (%) (%) (%) n n
When making
purchasing decisions,
I tend to rely more on
personal preferences
than external
influences. 11.7 7.2 19.8 35.1 26.1 3.57 1.277
I am influenced by 9.9 3.6 18 45.9 22.5 3.68 1.161
28
 product reviews and
ratings when
deciding to buy a
product.
I am more likely to
trust and purchase
products from well-
known brands. 9.9 1.8 19.8 48.6 19.8 3.67 1.123
I tend to stick to
familiar brands rather
than exploring new
ones. 11.7 5.4 32.4 36 14.4 3.36 1.158
Overall mean 3.57

Table 4.12 represents the result of descriptive analysis of consumer buying behavior. It shows
that the average score for consumer buying behavior. The highest mean value is 3.68 for the
statement influenced by product reviews and ratings when deciding to buy a product. This
value is closer to 4 (Agree) and therefore indicates that the respondents have a ‘somewhat
agree’ opinion on the effect of product reviews and ratings when deciding to buy a product. As
also seen from the table, 45.9% of the participants have expressed their agree opinion on this
statement. The lowest mean value is 3.36 for the statement stick to familiar brands rather than
exploring new ones. This mean value is closer to 3(neutral) and therefore indicates that the
respondents ‘somewhat neutral’ that they stick to familiar brands rather than exploring new
ones. From table it can also be seen that 32.4% of the participants responded ‘Neutral’. The
statement stating I tend to rely more on personal preferences than external influences has
highest variability with standard deviation of 1.277.

2.12 Regression Analysis: Regression method has been applied to estimate the relationship
between dependent variable that is consumer buying behavior with independent variables such
as Brand loyalty, Brand image, Advertising and Brand Association. The collected data has
been processed with the use of IBM SPSS Statistical package. Using the SPSS Statistical
package, an ordinal regression analysis was performed to examine the most and other
influencing variables of Consumer Buying Behavior. The result of the ordinal regression
29
analysis is presented below. Based on the analysis of data, the major findings of the study are
summarized below

Table 2.12: Regression Analysis

Beta(B T-
Model ) Value Sig. VIF
Buying
Behavior 0.283 1.678 0.096
Brand Loyalty 0.365 3.862 0.001 4.784
Brand Image 0.151 1.441 0.153 6.174
Advertising 0.098 1.091 0.278 4.688
Brand
Association 0.298 2.832 0.006 5.931
Dependent Variable: Total buying behavior

R Square 0.793
101.32
F Value 7
Sig 0.001

On the basis of findings presented in table 4.27, following regression equation has been
developed.

Ŷ =0.283 +0.365X1+0.151X2+0.098X3+0.298X4 +et

Where, Ŷ =Consumer Buying Behavior, X1=Brand Loyalty, X2 =Brand Image, X3

=Advertising, X4 =Brand Association and et = Error term.

2.13 MAJOR FINDINGS AND DISCUSSION

The beta (B) coefficient represents the estimated change in the dependent variable for a one-
unit increase in the corresponding independent variable. In this analysis, the Buying Behavior
variable has a beta coefficient of 0.283, suggesting that a one-unit increase in Buying Behavior
is associated with an estimated 0.283 unit increase in Total Buying Behavior. Similarly, Brand

30
Loyalty has the highest beta coefficient of 0.365, indicating that a one-unit increase in Brand
Loyalty is associated with a larger estimated increase in Total Buying Behavior.

The T-value measures the statistical significance of each independent variable. A higher T-
value indicates greater significance. Brand Loyalty has the highest T-value of 3.862,
indicating a strong relationship between Brand Loyalty and Total Buying Behavior. The
associated p-value (Sig.) for Brand Loyalty is 0.001, which is below the conventional
threshold of 0.05, indicating that the relationship between Brand Loyalty and Total Buying
Behavior is statistically significant.

The VIF (Variance Inflation Factor) measures the multicollinearity between independent
variables. A higher VIF suggests a higher degree of multicollinearity, indicating that the
independent variable is strongly correlated with other variables. In this analysis, Brand Image
has the highest VIF of 6.174, followed by Brand Association with a VIF of 5.931, indicating
some degree of multicollinearity. However, none of the variables exceed the commonly
accepted threshold of 10, suggesting that multicollinearity is not a major concern in this
analysis.

The overall goodness-of-fit of the regression model is measured by the R-squared value,
which represents the proportion of the variance in the dependent variable explained by the
independent variables. In this analysis, the R-squared value is 0.793, indicating that
approximately 79.3% of the variance in Total Buying Behavior can be explained by the
independent variables included in the model.

The F-value and its associated p-value (Sig.) assess the overall statistical significance of the
regression model. A higher F-value and a lower p-value indicate greater overall significance.
In this analysis, the F-value is 101.327 with a p-value of 0.001, indicating that the regression
model, as a whole, is statistically significant.

In conclusion, the regression analysis suggests that Brand Loyalty, Buying Behavior, Brand
Association, and Brand Image are all significant predictors of Total Buying Behavior. Brand
Loyalty appears to have the strongest impact, followed by Buying Behavior and Brand
Association. However, it's important to note that advertising does not show a statistically

31
significant relationship with Total Buying Behavior in this analysis. These findings provide
valuable insights for understanding the factors influencing consumers' buying behavior and
can be utilized to develop effective marketing strategies.

CHAPTER - III
3.0 SUMMARY AND CONCLUSION
This Chapter summarizes and draw conclusion from the data analysis in the preceding chapter
using variety of statistical tools.

3.1 SUMMARY OF THE RESEARCH

This study aims to identify consumer buying behavior of footwear. According to the review of
the research, various factors affected each consumer buying behavior. The data was gathered
with the help of questionnaires. The study used basic random sampling as its sampling
method. The study used a sample size of 111 people, and responses were gathered through an
online survey. The questionnaire was separated into three sections. The study analyzed the
impact of various factors on consumers' buying behavior for footwear. Among 111
respondents, 55.9% were female and 43.2% were male. Most respondents were aged 21-23
32
(52.3%), had a business background (62.2%), and purchased footwear occasionally (43.2%).
Regarding brand loyalty, respondents showed a high likelihood of repurchasing from brands
they previously bought from (mean=3.59). Brand image also had a significant influence on
purchase decisions (mean=3.6125). Regression analysis revealed that brand loyalty, brand
association, and buying behavior were significant predictors of consumer buying behavior (R-
squared=0.793). Advertising showed no significant relationship with buying behavior.

3.2 CONCLUSION
This research aimed to examine how branding impacts consumer buying behavior among
undergraduate students. The findings from the regression analysis indicate that the
independent variables of brand image, brand loyalty, advertising, and brand association have a
significant impact on consumer buying behavior.
Among the four independent variables, brand image emerges as the most influential factor
affecting consumer buying behavior. Undergraduate students are more likely to make
purchasing decisions based on the positive perception and reputation of a brand. A brand with
a good public image and a strong presence in the market is more likely to attract the attention
and preference of these students.
Additionally, brand loyalty is found to have a significant impact on consumer buying
behavior. Undergraduate students tend to make repeat purchases and show loyalty to brands
they trust and have a positive relationship with. Establishing a strong sense of loyalty among
this demographic can lead to increased brand advocacy and repeat business.
While advertising also plays a role, it is not as significant as brand image and brand loyalty in
influencing consumer buying behavior among undergraduate students. This suggests that
advertising alone may not be sufficient to drive purchasing decisions, and the overall brand
perception and loyalty are crucial factors to consider.
Furthermore, brand association, although significant, has a relatively weaker impact on
consumer buying behavior compared to brand image and brand loyalty. Undergraduate
students consider the associations and values attached to a brand, but it may not be the primary
driving factor behind their purchasing decisions.
In conclusion, for undergraduate students, branding significantly impacts consumer buying
behavior. Building a positive brand image, fostering brand loyalty, and utilizing effective
advertising strategies are crucial for attracting and retaining this consumer segment. By
understanding the preferences and behaviors of undergraduate students in relation to branding,
companies and marketers can tailor their strategies to effectively influence consumer buying
behavior and enhance their market position.

33
3.3 RECOMMENDATION
1. Strengthen Brand Image and Reputation: Companies and brands should prioritize building a
positive brand image and reputation among undergraduate students. This can be achieved
through consistent brand messaging, quality products or services, and ethical business
practices. Positive brand associations and a strong public image will influence students' buying
behavior in favor of the brand.
2. Foster Brand Loyalty Programs: Implement loyalty programs and initiatives that encourage
undergraduate students to become loyal customers. Offer incentives, rewards, and
personalized experiences to cultivate a sense of brand loyalty. By creating a strong bond with
students, companies can influence their buying behavior and encourage repeat purchases.
3. Leverage Brand Associations and Advertising: Utilize effective advertising strategies that
align with the preferences and values of undergraduate students. Highlight the unique brand
associations and benefits that resonate with this demographic. Invest in targeted advertising
campaigns on platforms and channels that are popular among undergraduate students.
Recommendations to Marketers and Advertising Agencies:
1. Understand Undergraduate Students' Preferences: Conduct market research to gain insights
into the preferences, behaviors, and attitudes of undergraduate students towards brands. This
will help marketers tailor their branding and advertising strategies to effectively influence their
buying behavior.
2. Emphasize Brand Loyalty Building: Develop marketing campaigns that focus on building
brand loyalty among undergraduate students. Engage with them through social media,
influencer marketing, and personalized messaging. Encourage user-generated content and
interactions that foster a sense of community and brand loyalty.
3. Create Authentic and Relevant Branding: Ensure that branding efforts resonate with
undergraduate students by aligning with their values, interests, and aspirations. Develop
authentic brand stories and messaging that evoke an emotional connection with this
demographic. Authenticity and relevance are key factors that influence their buying behavior.
Recommendations to Market Researchers:
1. Investigate Brand Associations: Conduct in-depth research on the impact of brand
associations on undergraduate students' buying behavior. Explore the specific attributes,
values, and associations that resonate with this demographic and influence their purchasing
decisions.
2. Assess Advertising Effectiveness: Evaluate the effectiveness of different advertising
strategies and channels in influencing undergraduate students' buying behavior. This can
include measuring brand awareness, recall, and engagement levels across various advertising
platforms.

34
3. Monitor Changing Trends: Stay updated on the evolving preferences and behaviors of
undergraduate students. Continuously monitor and analyze market trends, social media
conversations, and cultural shifts that can impact their brand perceptions and buying behavior.
These recommendations aim to assist companies and brands, marketers and advertising
agencies, and market researchers in understanding and leveraging the impact of branding on
undergraduate students' buying behavior. By implementing these suggestions, they can
develop effective branding strategies, tailor marketing campaigns, and gain valuable insights
into this consumer segment.

References

Rooney, J. (1995). Branding: a trend for today and tomorrow. Journal of Product & Brand
Management, 4(4), 48–55. https://doi.org/10.1108/10610429510097690
Keller, K. L. (2003). Brand Synthesis: The Multidimensionality of Brand Knowledge. Journal
of Consumer Research, 29(4), 595–600. https://doi.org/10.1086/346254
Chu, S. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM)
in social networking sites. International Journal of Advertising, 30(1), 47–75.
https://doi.org/10.2501/ija-30-1-047-075

35
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’
Instagram profiles in influencing the purchase decisions of young female users. Computers in
Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
De Chernatony, L., & Riley, F. D. (1998). Modelling the components of the brand. European
Journal of Marketing, 32(11/12), 1074–1090. https://doi.org/10.1108/03090569810243721
Bloch, P., Ridgway, N. M., & Sherrell, D. L. (1989). Extending the concept of shopping: An
investigation of browsing activity. Journal of the Academy of Marketing Science, 17(1), 13–
21. https://doi.org/10.1007/bf02726349
Sarwar, F., Aftab, Iqbal, M. T., & Iqbal. (2014). The Impact of Branding on Consumer Buying
Behavior. ResearchGate.
https://www.researchgate.net/publication/309563927_The_Impact_of_Branding_on_Consume
r_Buying_Behavior
Oliver, R. P. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4_suppl1), 33–44.
https://doi.org/10.1177/00222429990634s105
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand
Equity. Journal of Marketing, 57(1), 1. https://doi.org/10.2307/1252054
Belch, G. E., & Belch, M. A. (1997). Advertising and Promotion: An Integrated Marketing
Communications Perspective. http://182.160.97.198:8080/xmlui/handle/123456789/54
Fournier, S., Dobscha, S. K., & Mick, D. G. (1998). Preventing the premature death of
relationship marketing. PubMed, 76(1), 42–44. https://pubmed.ncbi.nlm.nih.gov/10176918
Aaker, D. A., & Keller, K. L. (1990). Consumer Evaluations of Brand Extensions. Journal of
Marketing, 54(1), 27. https://doi.org/10.2307/1252171
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand
Equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
Keller, K. L., & Lehmann, D. R. (2006). Brands and Branding: Research Findings and Future
Priorities. Marketing Science, 25(6), 740–759. https://doi.org/10.1287/mksc.1050.0153
Park, C. S., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic Brand Concept-Image
Management. Journal of Marketing, 50(4), 135–145.
https://doi.org/10.1177/002224298605000401
Aaker, J. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3),
347–356. https://doi.org/10.1177/002224379703400304
MacKenzie, S. B., & Lutz, R. A. (1989). An Empirical Examination of the Structural
Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of
Marketing, 53(2), 48–65. https://doi.org/10.1177/002224298905300204

36
MacInnis, D. J., & Jaworski, B. J. (1989). Information Processing from Advertisements:
Toward an Integrative Framework. Journal of Marketing, 53(4), 1–23.
https://doi.org/10.1177/002224298905300401
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding Relationship
Marketing Outcomes. Journal of Service Research, 4(3), 230–247.
https://doi.org/10.1177/1094670502004003006
Dick, A., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual
Framework. Journal of the Academy of Marketing Science, 22(2), 99–113.
https://doi.org/10.1177/0092070394222001
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based
brand equity scale. Journal of Business Research, 52(1), 1–14. https://doi.org/10.1016/s0148-
2963(99)00098-3
Escalas, J. E., & Bettman, J. R. (2003). You Are What They Eat: The Influence of Reference
Groups on Consumers’ Connections to Brands. Journal of Consumer Psychology, 13(3), 339–
348. https://doi.org/10.1207/s15327663jcp1303_14
Cialdini, R. B., & Goldstein, N. J. (2004). Social Influence: Compliance and Conformity.
Annual Review of Psychology, 55(1), 591–621.
https://doi.org/10.1146/annurev.psych.55.090902.142015
Macdonald, E. K., & Sharp, B. (2000). Brand Awareness Effects on Consumer Decision
Making for a Common, Repeat Purchase Product: A Replication. Journal of Business
Research, 48(1), 5–15. https://doi.org/10.1016/s0148-2963(98)00070-8
Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California
Management Review, 38(3), 102–120. https://doi.org/10.2307/41165845
Vrontis, D., Thrassou, A., & Lamprianou, I. (2009). International marketing adaptation versus
standardisation of multinational companies. International Marketing Review, 26(4/5), 477–
500. https://doi.org/10.1108/02651330910971995

37
APPENDIX
Hello Respondents, I am Ashma K.C. studying BBA at Ace Institute of
Management that needed to prepare Project work report for completion of this study.
We request everyone to assist in providing authentic and reliable data for the survey.
Your data will be confidential and will be used for academic purpose only. We are
grateful for your quality time and authentic response for helping in our research study
on above topics.

1. Gender

38
Male
Female
Others
2. Age Group
18-20
21-23
24-27
27 and above
3. Educational background
Business
Social Sciences
Engineering/ Technology
Arts
Others
4. Footwear Purchase
Very Frequently
Frequently
Occasionally
Rarely
Never
5. Likeliness to repurchase from a brand previously bought from
Very likely
Likely
Neutral
Unlikely
Very Unlikely
6. Source of information to rely on while making purchase decision

39
Friends and family recommendations
Online review and ratings
Social media influencers
Advertising
In-store display and promotions
Others

Section-II (Independent Variable of Research)

The following Likert scale indicate the rate of importance criteria you consider while
purchasing footwear. Please indicate the extent to which you agreed or disagreed with each
statement using 5 points Likert scale. Please select one number per line to indicate the extent
to which you agreed or disagreed with the statement where 1 represents strongly disagree, 2
represents disagree, 3 represents for neutral, 4 represent for agree and 5 represents as strongly
agree.

Brand Loyalty
S.N. Brand Loyalty 1 2 3 4 5
1 I am more likely to repurchase footwear
from a brand I have previously bought
from.
2 I trust and prefer to buy footwear from
brands I am loyal to.
3 Brand loyalty influences my perception of
the quality and value of footwear
products.
4 I am willing to pay a premium price for
footwear from brands I am loyal to.
5 The level of brand loyalty I have affects
my likelihood of recommending the brand
40
 to others.

Brand Image
S.N. Brand Image 1 2 3 4 5
1 A positive brand image makes me more
likely to choose a particular footwear
brand.
2 I believe that brands with a strong brand
image offer better quality footwear
products.
3 The brand image of a footwear brand
affects my perception of the brand’s
reliability and trustworthiness.
4 The brand image of a footwear brand
influences how I perceive the brand’s
reputation.

Advertising
S.N. Advertising 1 2 3 4 5
1 Advertising plays a significant role in
shaping my perception of footwear brands.
2 I am more likely to consider purchasing
footwear from brands that have effective
advertising campaigns.
3 Advertising increases my awareness of
footwear brands and their product
offerings.
4 I believe that brands with impactful
advertising produce better-quality footwear
products.
5 Well-executed advertising campaigns
influence my perception of the value and
desirability of footwear brands.

Brand Association
S.N. Brand Association 1 2 3 4 5
1 The brand association of a footwear brand
affects my perception of the product’s
quality and performance.
2 I consider the reputation and image

41
 associated with a footwear brand before
making a purchase.
3 The brand association with a footwear
brand influences my perception of the
product’s price-value relationship.
4 I am more likely to recommend a footwear
brand to others if it has a positive brand
association.

Section-III (Dependent Variable)

Consumer Buying Behavior
S.N. Consumer Buying Behavior 1 2 3 4 5
1 When making purchasing decisions, I tend
to rely more on personal preferences than
external influences.
2 I am influenced by product reviews and
ratings when deciding to buy a product.
3 I am more likely to trust and purchase
products from well-known brands.
4 I tend to stick to familiar brands rather than
exploring new ones.

42