Consumer buying behavior towards local footwear instead of

branded footwear

Fatima Asif 12223002

Abu Sufyan 12223001

Student GIFT University Gujranwala

Department of management sciences
Supervised by: Muhammad Abid Awan
Lecturer GIFT University Gujranwala
(Research Term Paper)

Contents

1.

Introduction.......................................................................................................... 3
1.1

Significance/rationale of the study.................................................................3

1.2. Problem Statement......................................................................................... 3

1.3 Aim of the study................................................................................................ 4
1.4. Research objectives.......................................................................................... 4
1.5. Research Questions.......................................................................................... 4

Which factors are influencing the consumer to buy local footwear?......................................5

Which factor builds the attitude towards buying the local footwear's?...................................5

What are the impacts of demographics in the purchase local footwear?.................................5

1.6. Delimitations of the study.............................................................................. 5

2.

Literature review.................................................................................................. 6

3.

Framework......................................................................................................... 11

Hypotheses............................................................................................................... 12
4.

Methodology...................................................................................................... 13
4.1. Sample selection............................................................................................ 13
4.2. Population frame............................................................................................ 13
4.3. Unit of analysis............................................................................................... 13
4.4. Type of study.................................................................................................. 13
4.5. Time horizon................................................................................................... 13
4.6. Researchers strength.................................................................................... 14
4.7. Instrument development/selection.................................................................14
4.8. Proposed data collection procedures..............................................................14
4.9. Proposed data collection techniques..............................................................14
4.10. Proposed data analysis software..................................................................14

5.

Schedule of Term Paper...................................................................................... 15

6.

References......................................................................................................... 16

1. Introduction
1.1 Significance/rationale of the study
Local footwear is those which are manufactured locally or produce within the region
and easily available for that particular region and others as well. Local products are
available everywhere in free range in home or region. There is a huge variety of such
kind of products which are same as branded products such as Cosmetic, Clothing,
Shoes, Wrist Watches etc. A large number of consumers who are using local or pirated
products. There are 2.3 billion people who are using pirated products (Huang et al).
Mostly consumers use pirated products to show high social status. When everyone
aware about the quality of pirated/local products then why they purchase the local
products. The estimated cost on local products is up to $200 billion per year (chaudhry
et al., 2013). This study is conducted to explore the attitude of the consumers towards
the purchase of local/pirated products. Why consumers are attracted to purchase local
products instead of branded products consumer that enforce them to buy local footwear.
By this study we explore the factors that influence the reasons of consumer intention to
buy Pirated products knowingly. Due to share culture when discussion made about the
local products which are cheap in price but similar to the branded product, most of the
consumers buy these products from the market.

1.2.

Problem Statement
Consumers preference about local footwear and non branded footwear. When consumers

know the quality of local footwear then why they purchase local footwear. When the brand has
so many positive aspects and benefits. Consumers often purchase the branded footwear due to its
positive benefits and inspiration they feel and represent (Nia & Zaichkorosky, 2012). Through

literature review we come to know that there is no difference in branded and pirated products
(McDonald, 2011) Due to cheap price and look original in market (Mason, 2011).

1.3 Aim of the study

The purpose of this study is to find out the factors that are the reason of consumer intention to
buy local footwear knowingly. Why consumers are attracted to purchase local footwear instead
of branded footwear. When they that local products are not good in quality.

1.4. Research objectives

To know the personal opinions of the people regarding a variety of local footwear.
To study which local footwear is frequently chosen by people as per their choices.
Contrast among different local footwear.
To examine the factors that influences the local footwear towards brand awareness.
To establish which variable is the mainly significant factor influencing the local footwear

towards brand awareness.

To propose some recommendations for local footwear in order to generate brand
awareness.

1.5. Research Questions

Which factors are influencing the consumer to buy local footwear?

Which factor builds the attitude towards buying the local footwear's?
What are the impacts of demographics in the purchase local footwear?

1.6.

Delimitations of the study

Local footwear means to make the copies of the brand to mislead the consumers for
building the accept as true that the product is real the products which are not indistinguishable
but in a similar way the original brand. (Bamossay & Scammon., 2011). Some particular Fashion
local footwear are selected for the purpose of conducted this study. It has been observed in
Pakistan that mostly consumers intent to purchase the local products such as wrist watches,
sunglasses, ladies fashion hand bags.
The branded products offers particular quality guarantee to consumers and a lawful duty
that consumers have come to take for granted. The quality they enjoyed by using the branded
product. The local footwear has no reason to produce anything but artificial quality. Well it is
difficult for everyone to differentiate the genuine product from the local product. Due to bad
quality or inferior quality products most consumers are misleading because of the copies of
genuine products. The local products are abolishing the repute of the original brand. Suppliers
are also producing local products due to its increasing demand in the market. Everyone purchase
the local products because of its cheap rate which maintain their social image.

2. Literature review

Decision-making involving local footwear has been explained largely by consumers attitude
(Wee et a., 2013; Ang et al., 2013; Phau & Teah, 2011). Consumer attitude toward local footwear
intention to knowingly buy local footwear. Lichtenstein et al. (1993) define value consciousness

as a consumer worry for the price paid as compared to the quality received, some consumers
select local footwear in lieu of the original when there is a price advantage in the face of a
compromise in quality. Local footwear was there from past so many years, but now it created its
demand. Now a theses days footwear used very repeatedly.
Local products are there from so many years, but from past few years they slow down the
branded products. Due to this many manufacturer of footwear are worried about their brand.
Because the local products are copy of branded due to which many producers of branded
products bear. Our focus of this study is to classify the factors or variables which are insisting the
people to buy the local products. When people are aware of the quality of branded products
instead of this they prefer to buy local products. We want to know the reasons that compel them
not to buy branded products or what are the factors which give them the preference to buy local
instead of branded products. Consumers are ready to purchase local products if the prior
experience by using those products was good. The good quality of local products and the
reasonable prices affect consumer past experience and perception. Some consumers consider that
fake and genuine products are same there is no difference between them, but word of- mouth
Brand is the name (symbol, trademark, package design) that differentiates a firm product from
their competitor (Solomon & Stuart, 2011 p.270).brand equity is a set of brands assets and these
assets includes the following elements. Brand association, brand loyalty. Brand perceives equity
(Aaker, 2010). Brand trustworthiness is an important aspect that retains customers towards
brands and brands credibility includes reliability and proficiency. There is an increasing number
that the most crucial causes of dramatic growth of the local products is customer demand
(Gentry, putrevu, Shultz, and commuri, 2012; chan et al., 2013) stated that Asian countries are
responsible for the majority of local products. Knowledge about that product can be positive and

negative on that basis it effect on intention to buy of that product and social factors also effect on
the behavior of the consumer such as share culture in which every member share his or her
Knowledge about that product.
Attitude toward buying local products: An attitude is an positive or negative assessment of
persons, things, experience, happenings and concepts etc. in the surroundings (Lenartowicz,
2011). The attitude concept is normally used a predictor of consumers purpose and behaviors
towards buying a product.
Study involved in when individual or groups selected to purchase, use, dispose of product,
services ideas, or experience to satisfy needs and desires. Customer attitude toward buying can
change due to different segmentation for instance age, gender, family structure; social class,
income, race and geographical location are effect on consumer attitude. The main work in on
footwear brands that why consumers do not buy the branded footwear. It is stated by the previous
studies that the attitudes cannot be detected straightly or honestly, the researchers can depend on
defining consumer attitudes by different research methods (Huang et al., 2012). People mostly
avoid brands due to cultural attitudes and behavior their culture attitude may restrict them to buy
brands. In experimental avoidance people have negative experience about products, in identity
avoidance there is element of desire self. But if we see according to Shehzad Khan in a journal
article people buying behavior depends on these factors that affects the buying attitude of
people? Price (Solomon 2011), Quality (Shehzad Khan 2011). Brand image, Product image,
product information, motivation, attitude, group family, personality, consumer resources etc.
There are so many factors according to our study that restrict the consumer to purchase
branded products. We come with a gap that consumers might have quality awareness but they are

not quality conscious. They have the purchasing power but they do not purchase branded
footwear. So we want to explore the factors that restrains the consumer to not to buy branded
products, the factors that create hurdle in the way of quality consciousness. So our dependent
variable is the buying behavior of people towards the local footwear and independent variables
are product awareness, quality, price, perceived value, product image etc.
Attitude is positive and negative that considers an important function in the purchasing of
product. An attitude is an optimistic measurement of persons, things, experience, happenings and
other circumstances etc. in our environment (Gentry et al., 2013). Attitude normally used to
forecast behavior of the people towards the purchase of product. We observe in our surroundings
the attitude of costumers while make any purchase they show different attitudes towards different
products. Attitude of consumer based on the following normally.
Price effects towards the purchase of brands : Buying behavior of a product mainly depends on
price of the products. People have more preference towards the products of low prices (Shehzad
khan, 2011). Mostly people purchase local products intentionally because of low prices. The
studies have been done to examine that demand for local products increasing due to customer
demand (yoo, Donthu & Lenarto wicz, 2011). Because it looks like genuine, fashion and status
conscious people influenced from the low price and affordability. People with low purchasing
power use local products to show their high social status. Because everyone want good product
with good image so they change their intentions toward local products that are economically
affordable and consumer purchase local products to improve their social image. Like middle
class people cannot afford to purchase original products but they want a greater social image in
society which enforce them to purchase local products.

Education effects towards the purchase of local brand: Education also effects on the buying
behavior of the customer. Those who have high education prefers to purchase branded footwear
and those who have low education prefers to purchase local footwear to show their social status.
( Randall & Gibson, 2011).
Gender: Gender has also impact on the consumer buying behavior towards the purchase of local
footwear. Our study tells gender mainly effetcs on the purchase of local products. Females
mostly prefer to purcahse local footwear due to their social status. They want to show their high
image in the society. So, mostly they prefer to buy local footwear due variety in the footwear.
(Ajzen, 1988).
Word of mouth: Word of mouth also impact on the buying behavior of the customer. It negatively
impact to those who purchase branded footwear and positively effect to those who buy local
footwear. It creates the bad impact to brand loyal consumers. (Belton, 20011).
Product Value: means a concern which buyer has for paying the low price depending on the
product quality (Lichtenstein, Netemeyer, & Burton, 2012). In buying fashion local products,
buyers can distinguish that what they get surpasses the money they give to purchase because of
the design and status attached with high class and famous designer brand name. Consumers
knowingly select local products when there is a discrete price benefit over original and genuine
products (Albers-Miller, 2011; Bloch et al., 2013; Cordell, Wongtade, &Kieschnick, 2011).
Product awareness: Product awareness means more awareness will increase the purchase of that
product (Chao & Rajandran, 2012).If the buyers dont have awareness they will tend to buy local
footwear frequently.

Product quality:Consumer awareness about the quality of the product build their attitude towards
purchase (Russell & Taylor, 2011). Quality varies customer to customer it is the perceived
behavior of the customer. If they like the quality of the local product they will never tried to
purchase branded footwear.
Product Image: Brand image is a notion in the mind of consumer (Shehzad khan, 2011). Local
product has bad image in the minds of those who buy branded footwear. Branded image has
good image in the mind of those who buy brande and like to buy branded footwear. They had
good experience with brand due to its design, quality. So, product image has a strong image in
the mind of customers. (Cordell et al., 2011).

3. Framework
Education

Product
awareness
Perceived
value

Product price
Product
Product image
quality

WOM

Customers
purchase
Gender
attitude

Intend to
purchase

Buying
behavior

Hypotheses
H1: Education is significantly moderating the impact of product awareness on customer purchase
attitude
H2:: Perceived value significantly impacts on customer purchase attitude
H3: Product image significantly impacts on customer purchase attitude
H4: WOM significantly moderates the impact of price quality on Customer purchase attitude
H5: Gender significantly moderates the impact of product price on customer purchase attitude

H6: Customer purchase attitude significantly impacts on intentions to purchase

H7:: Intentions to purchase significantly impacts on Buying behavior.

4. Methodology
4.1. Sample selection
Our sample size is 350 and sampling technique used in this study is convenient because it
is used for Convenience.

4.2. Population frame

Our population frame is those individuals who buy local footwear instead of branded.

4.3. Unit of analysis

Unit of analysis of this paper is buying behavior of consumers to purchase local footwear
instead of branded footwear because by this we can give the right direction to our study that what
influences individuals who buy local footwear.

4.4. Type of study

We used causal study because it checks the causes which force the consumers to purchase
local footwear instead of branded footwear. Our studys setting is non-Contrived because the
environment is not artificial we collect data in natural setting.

4.5. Time horizon

We are conducting a cross sectional study and we are going to collect data in one shoot in
time and get our conclusions based on that data only.

4.6. Researchers strength

We are doing research on buying behavior of local footwear instead of branded. We
searched many articles on our topic that we studied in detail and explore our topic in depth. We
also get help from our supervisor to understand the phenomenon

4.7. Instrument development/selection

Our research instrument will be questionnaire. All variables are measured through
different items at 5 point likert scale (1=strongly disagree, 2=disagree, 3=neutral, 4=agree,
5=strongly agree). All the items used under all variables were adapted and adopted from different
research papers.

4.8. Proposed data collection procedures

The time horizon of our study is cross-sectional and the sample size is 350 so data
collection through questionnaire is more suitable for our study because we have no sufficient
time to conduct interviews of 350 respondents.

4.9. Proposed data collection techniques

We will apply Regression, Correlation, ANOVA and T-Test on study.

4.10. Proposed data analysis software

We will use SPSS and AMOS for data analysis.

5. Schedule of Term Paper

Activity

Week Number

Read Literature
Finalize Objective
Draft Literature

From 24 March to 7 July

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Devise Research Approach

Draft Research Strategy & Method
Develop Questionnaire
Enter Data into Computer
Analyze Data
Draft Findings
Update Literature
Complete Remaining Chapters
Revise Draft
Print, Bind
Submit

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