A Study on The Market Characteristics, Consumer Purchasing, and Behaviour Towards Footwear With Reference to Vellore Dist., Tamilnadu

The market for footwear is one that has huge prospects but is still a relatively undeveloped industry. The use of innovative techniques for segmentation and positioning can assist manufacturers and retailers in understanding the finer nuances of customers not only in the home market but also in the international market. According to the recently conducted research, it has been shown that over half of the total market is comprised of sales of men’s footwear in the organized retail sector. Even in the men’s market, only around 50–55 percent of transactions take place in the organized market, as can be seen from the evidence presented above. The oddity is much more prevalent in the women’s sector, where 80–90% of purchases are made in the unorganized part of the market. This industry does not have any form of organized retailing that has a presence on a national level. The paradox arises because manufacturers and merchants have a fundamental misunderstanding of the subtle preferences of their consumers, regardless of whether those customers are male or female. There has been a shift in the traditional profile of the Indian customer. Despite the fact that footwear is often seen as a product that may enrich one’s lifestyle, both producers and merchants have failed to grasp this concept. In spite of this, the industry continues to adhere to the conventional patterns of segmentation, which are comprised of the components utilized in the footwear’s manufacture, the ways in which people use footwear, and demographics.