RESEARCH PROBLEM
What factors influence the consumer behavior in the age group of 25-45 to buy Woodland shoes in NCR region.
RESEARCH OBJECTIVES
The research study helps to achieve specific objectives.
The objectives of the study are:-
• To identify the factors which influence the consumers to choose Woodland shoes.
• To know the requirement of customers for the formal and sports shoes segment.
• To know the customer satisfaction level of “Delhi NCR” people regarding woodland shoes.

RESEARCH METHODOLOGY
Exploratory Research has been done to find out various facets of the Marketing Research problem, such as the possible factors that may be responsible for dissatisfaction.
Data Collection
The required data are collected from primary sources regarding the products, distribution channels, promotional techniques and the pricing adopted was obtained through discussion with marketing persons and through field survey by administering Questionnaire to the selected samples.
Secondary sources have been collected from published sources like Magazines, Newspaper, and Company brochures, websites, news and information get by having an informal talk. The questionnaire was undisguised in the sense that questions would directly refer to the objective of the study.
Instruments used
The was structured questionnaire was used for the study to get into the depth of the problem area.
Sample Size
Sample size was of 79 Customers due to constraint of time and resources in mind.
Statistical Tool
I have used various statistical tools as well as taken help of SPSS software & Microsoft Excel to arrive into concrete results.

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

DATA ANALYSIS & INTERPRETATION

TABLE-1
CLASSIFICATION OF RESPONDENTS ON THE BASES OF THEIR GENDER:
GENDER NO. OF RESPONDENTS PERCENTAGE
Male 70 88.6
Female 9 11.4
TOTAL 79 100

It can be observed from the above table that major respondents are male i.e. 88.6% while only 11.4% of the respondents are female.

TABLE-2
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR AGE:
AGE NO. OF RESPONDENTS PERCENTAGE
15-25 23 29.1
26-35 11 13.9
36-45 18 22.8
46-55 21 26.6
60+ 6 7.6
TOTAL 79 100

Woodland positions their brand as a outdoor adventure shoe, it would be obvious to focus mostly on the people having age less than 30. So, it is clear as mentioned in above table that 29.1% of the respondents are of the age between 15-25, 13.9% of the respondents are are of the age between 26-35, 22.8% of the respondents are of the age between 36-45, 26.6% of respondents are of the age between 46-55 and only 7.6 % of the respondent are of the age above 60.

TABLE-3
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR OCCUPATION:
INCOME NO. OF RESPONDENTS PERCENTAGE
PVT EMPLOYEE 12 15.2
GOVT EMPLOYEE 30 38.0
BUSINESSMEN 14 17.7
OTHER 23 29.1
TOTAL 79 100

Most of the users of woodland shoes are govt. employee (i.e. police office, army officer, etc) which can be seen from the above table i.e. 15.2% of the respondents are private employees while 38% of the respondents are govt. employees, only 17.7% of the respondents are businessmen and 29.1% of the respondents doesn’t belong to any of the above category.
TABLE-4
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF MONTHLY INCOME:
INCOME NO. OF RESPONDENTS PERCENTAGE
Below 30,000 8 10.1
30000-60000 27 34.2
60000-90000 14 17.7
90000 ; above 30 38
TOTAL 79 100

From the above table it is clear that 10.1% of the respondents are in the monthly income of below 30,000, 34.2% of the respondents are in the monthly income of 30000-60000, 17.7% of the respondents are in the monthly income of 60000-90000 and 38% of the respondents are from the monthly income of above 90,000.

TABLE-5
OPINION ABOUT THE PRICE RANGE OF WOODLAND SHOES:

OPINION No. Of
RESPONDENTS PERCENTAGE
High 44 55.7
Low – –
Moderate 35 44.3
TOTAL 79 100

From the above table it is clear that 55.7 % of the respondents are having the opinion that the price of woodland shoes is high and 44.30% of the respondents having the opinion that the price is moderate.

TABLE-6
SEGMENT OF WOODLAND SHOES PREFFERED BY RESPONDENTS:
SEGMENT NO. OF RESPONDENTS PERCENTAGE
CASUAL 24 30.4
SNEAKERS 19 24
FORMAL 9 11.4
BOOTS 27 34.2
TOTAL 79 100

Woodland shoes most preferred segments are boots and casual wears. From the above table it is clear that 30.4% of the respondents prefer casual shoes, 24% of the respondents prefer sneakers while 34.2% of respondents prefer boots and remaining 11.4% of the respondents prefer formal shoes.

TABLE-7
FACTORS MOTIVATED TO BUY WOODLAND SHOES:

FACTORS No. Of RESPONDENTS PERCENTAGE
Good quality 33 41.7
Price 19 24
Outlook and design 10 12.7
Advertisement 7 8.9
Brand image 10 12.7
TOTAL 79 100

From the above table it is clear that 41.7% of the respondents are motivated by the good quality, 24% of the respondents are motivated by price , 12.7% of respondents are motivated by the outlook and design and brand image each and the rest 8.9% of respondents are motivated by the advertisement of Woodland.

TABLE-8
FACTORS CONSIDERED WHILE PURCHASING WOODLAND SHOES :

FACTORS No. OF RESPONDENTS PERCENTAGE
Image 9 11.4
Quality 27 34.2
Price 6 7.6
Guarantee —— ——-
All 37 46.8
TOTAL 79 100

From the above table it is clear that 11.4% of the respondents consider brand image as s factor while purchasing shoes, 34.2% of the respondents consider quality of product as a factor while purchasing shoes, 46.8% of the respondents consider all the factors while purchasing woodland shoes while only 7.6% consider price as a factor while purchasing shoes.

TABLE-9
OPINION ABOUT WOODLAND SHOES:

OPINION No. OF RESPONDENTS PERCENTAGE
Durable 37 46.8
Comfort 31 39.2
Moderate 2 2.4
Prestigious 9 11.6
TOTAL 79 100

Woodland shoes are called SUV of shoes due to their durability and long life. From the above table it is clear that 46.8% of the respondents are having the opinion that woodland shoes are durable, 39.2% of the respondents are having the feeling that woodland shoes are comfortable, 2.4% respondents feel that woodland shoes are moderate while rest 11.6% feel very prestige to wear woodland shoes.

TABLE-10

PERIOD OF USING WOODLAND SHOES:

PERIOD No. Of RESPONDENTS PERCENTAGE
6 months – 1 year 13 16.5
1-2 years 18 22.8
2- 4 years 17 21.5
Above 4 years 31 39.2
TOTAL 79 100
Woodland customers have loyalty towards the brand. From the above table it is clear that the period of using woodland shoes i.e. 16.5% of the respondents using from 6 months- 1 year and 22.8% of the respondents using from 1-2 years, 21.5% of the respondents using from 2-4 years, 39.2% of respondents using from above 4 years.

TABLE – 11
OPINION REGARDING WOODLAND SHOE DESIGN:
OPINION No. OF
RESPONDENTS PERCENTAGE
Good 17 21.5
Bad 21 26.6
Better 31 39.2
Excellent 10 12.7
TOTAL 79 100

Woodland is improving the design of its products , but the design of its products are not changing according to the requirement of customers. From the above table it is clear that the 21.5% of the respondents are having good opinion regarding the satisfaction on Woodland design,26.6% respondents believe that its design is bad while 39.2% of the respondents believe that they are working on it and improving their design, only 12.7% respondents loves its design.

FINDINGS
MAJOR FINDINGS :-
• Out of the total respondents surveyed, majority of the respondents are male.
• Major customers of woodland shoes are of age group 15-25 and 46-55 because Woodland shoes represent adventure and rough use.
• It is observed from the survey that most customers of woodland are govt employees while least customer are businessmen as they don’t have very good range of formal shoes.
• During the survey it is found that, majority of the respondents are belonging to income group of 90,000 and above.
• From the survey it can be observed that most of the customers think that price range of woodland is moderate to high i.e. shoes are expensive
• Out of total respondents surveyed most preferred segment of woodland shoes are Boots while least preferred segment is of formal shoes
• According to the customer survey good quality of woodland motivates them to purchase Woodland shoes.
• Out of total respondents, 46.8% of the respondents consider all the factors ( price, guarantee, brand image, etc) while purchasing woodland shoes, while 7.6% of customers consider only price as a factor while purchasing woodland shoes, 11.4% consider brand image as only factor an remaining 34.2% consider product quality as a factor while purchasing shoes.
• Out of total respondents surveyed, majority of respondent’s i.e. 46.8% have opinion that woodland shoes are durable and 39.2% customers have opinion that woodland shoes are comfortable.
• Most of the customers i.e.39.2% are using woodland shoes for more than 4 years while only 16.5.% of customers area using shoes for less than a year
• Majority of the respondent’s are having better opinion opinion about woodland shoes which means the brand is regularly improving themselves
CONCLUSION
With the help of the survey conducted, the following conclusion can be made:

• There exists enough potential market for woodland shoes in New Delhi as they are attracting new customers towards them.
• Most of the respondents have the opinion that woodland shoes Ltd., Supplies good quality and comfortable products. So, the overall performance of product is good.
• Most of the customers are of the opinion the prices of woodland shoes are high so prices should be brought down.
• Woodland shoes due to their high quality and long life have high customer retention rate i.e. they have more loyal customers.
• Woodland formal shoes segment is least preferred due to lack of availability of shoes and less designs.

RECOMMENDATIONS
1.Price:
Almost all the consumers complain that the prices of woodland shoes are very high not reaching the mark of customer’s expectation. So, the price should reduced so as to increase the sales and profit of the company OR seasonal discounts and offers should be given to the customers on regular basis.

2.Quality:
Although the footwear of woodland shoes is generally ranked high as to their quality, it is necessary to maintain and even improve the quality of the product.

3.Design:
Though consumers are satisfied with the durability and comfort of the product they need more designed and colours. There should be increase designs of the products so that a good number of customers are attached both male and female. Woodland must introduce good variety of formal shoes segment almost in each and every store or they must open up more stores of their sub brand ‘Woods’ so that they can attract more customer who have professional life.

4.Sports shoe:
Most of the customer gave suggestions that the brand must come up with a separate sports shoe segment. As their products are more durable and have long life than other brands. If the brand comes up with sports shoe segment it will give a tough competition to sports shoe brand like Nike, Adidas, Puma, etc. This will help them to increase their market share and also help to earn more profits.

LIMITATIONS OF THE STUDY
While surveying I encounter with some problems like-
• A survey should involve a larger sample size otherwise the findings of the survey can not be generalized. But a larger sample size may increase the time and cost of collecting the primary data with the help of Questionnaire.
• In some of the showrooms it was not allowed to get the questionnaire filled.
• Many of the respondents were not willing to fill the questionnaire.
• Some people were not willing to respond and few of them who responded were in hurry hence the active participation was lacking. Due to which I faced difficulties in collecting information’s regarding our questionnaire.
• Another problem which I face was that people were hesitating to give information about their views freely.