A COMPARATIVE STUDY ON BUYING BEHAVIOUR FOR MALE FOOTWEAR WITH RESPECT TO ORGANISED AND UNORGANISED MARKETS IN NCR

Abstract

Overview This research project aims to understand how male consumers in Delhi-NCR choose between the organised and unorganised footwear markets, and what factors influence their choices. It explores how digital platforms, peer influence, and personal priorities such as comfort, price, and brand reputation shape buying behaviour. The findings of this study are useful for brands, retailers, and policymakers who want to better engage with this evolving customer segment. What the Study is About Organised markets include large retail chains and branded outlets (like Bata, Puma, Woodland) or online stores (like Amazon, Flipkart). These offer consistent product quality, branding, return policies, and promotions. Unorganised markets include local vendors, street sellers, and independent footwear shops that sell affordable, often non- branded footwear, with little to no formal business infrastructure. The study seeks to understand:  Why consumers choose one market over the other  What role price, brand image, promotions, and peer influence play  How satisfaction and post-purchase behaviour differ  Whether age and income levels impact preference How the Research Was Conducted A mixed-method approach was used to conduct the study:  Primary Research: A structured survey was conducted with 180+ male consumers across Delhi NCR, aged between 18 and 45 years. The questionnaire focused on factors like price sensitivity, brand awareness, shopping channel preferences, and post-purchase experiences.  Secondary Research: Multiple academic research papers were reviewed to support each study objective. These papers provided theories and findings related to consumer behaviour, brand perception, impulse buying, and market segmentation. 7  Netnographic Analysis: Online platforms like Flipkart, Amazon, Myntra, Reddit, and Quora were observed to understand how users discuss and review footwear purchases. This gave real-time digital insights into consumer sentiment.  Tools Used: Google Forms for survey, Excel for tabulation and basic analysis, and thematic grouping for netnographic insights. When the Research Was Conducted The research was conducted over a four-month period from January to April 2025. This timeframe is relevant due to several current market trends:  Post-pandemic shopping behaviour is more digitally inclined.  E-commerce and digital promotions are shaping consumer choices.  Local markets are regaining traction due to affordability.  Young male consumers are becoming more fashion- and brand-conscious. Key Findings  Price remains the leading factor for unorganised market purchases.  Brand trust, digital offers, and peer influence drive organised market decisions.  Age plays a significant role: consumers aged 18–30 lean more towards branded, online purchases, while those over 30 often prefer local shops due to familiarity and price.  Post-purchase satisfaction is higher for organised players due to better service, policies, and durability.  Social media and online reviews strongly influence the youth’s decision- making. Scope of the Study This study is focused on male consumers in the National Capital Region (NCR), specifically aged between 18 to 45 years, which includes students, working professionals, and business owners. It compares buying behavior across organised (branded stores, malls, online platforms) and unorganised (local markets, street vendors) footwear markets. The project investigates key factors such as price sensitivity, brand awareness, digital influence, satisfaction, and impulse buying. The findings are relevant to: 8  Retailers (both online and offline)  Local vendors seeking to modernize or attract new buyers  Marketers targeting young male consumers  Policy and development planners in retail infrastructure Limitations of the Study While this study provides important insights, there are certain limitations to be considered: 1. Geographical limitation – The study is restricted to the NCR region and may not fully reflect buying behavior in rural or other urban areas of India. 2. Gender-specific focus – Only male consumers were surveyed, so findings cannot be generalized to female or non-binary shoppers. 3. Sample size constraint – Although over 180 responses were collected, a larger sample could provide even more representative insights. 4. Time-bound research – Consumer behavior is dynamic; this research reflects trends as of early 2025 and may shift with time. 5. Limited brand diversity – Some brands or local vendors may not have been captured in detail due to scope constraints. 6. Self-reported bias – Data collected via surveys may be influenced by the respondent’s personal bias or inaccurate recall.