CONSUMER BUYING BEHAVIOR OF WOODLAND

Made by: Bhanu Ahuja Ankita Rastogi Nidhi Juneja Utkar sh Jaiswal Abhishek Kumar

COMPANY PROFILE
Woodlands parent company, Aero Group, has been a well known name in the outdoor shoe industry since the early 50s. It quickly gained popularity due to its unwavering commitment to quality and the introduction of the latest designs. Today, Aero Group is a highly integrated firm with its own leather tanning units and production facilities in India, Sri Lanka, Bangladesh, China, Vietnam, Indonesia, Malaysia, Philippines, Macau and Canada. PRODUCTS IN WOODLAND:
1. 2. 3. 4. Shoes Belts Apparel Bags

PRODUCTS

PERCEPTION
Perception is the organization, identification, and interpretation of sensory information in order to represent and understand the environment. All perception involves signals in the nervous system, which in turn result from physical stimulation of the sense organs The process of perception includes: Exposure->attention->interpretation Could be varied in following types: -Of Sound -Of Speech -Touch -Taste -Of the social world -Other senses

PERCEPTION
In our study we have studied the perception of the consumers towards woodland shoes . Woodland has many stores in India, and by this kind of exposure it is grabbing the attention of people. It is a kind of deliberate exposure which acts as a stimuli to be caught by the sensory receptors of people People react in a positive way and this could be gauged by analyzing increasing market share in the typically untapped area by any other brand in the product category of Adventurous, rugged, durable and stylish at the same time shoes and clothing line

MOTIVATION
Motivation is a psychological feature that arouses a desire. It is the willingness to do something.

HOW DOES A BRAND MOTIVATE CUSTOMERS

Social Engagement Online/ Of fline integration Advertisements Packaging Competitive prices Celebrity Endorsements Service and product quality Placement of product Visibility and availability of product Ef fective Supply chain which indirectly leads to availability

GURGAON

PURPOSE OF THE STUDY :

To study consumer perception towards woodland shoes To study consumer buying behavior for shoes What all factors motivate a consumer How a consumer does perceives the brand

FINDINGS: Perception and attitude :

Brand Image is not that important for people when it comes to buying shoes as people look more for durability and comfort rather than what the brand has to convey. only 6 people are in favor who say that brand image is important for them.

People find Reebok and Nike more familiar, followed by woodland and Adidas
Durability was the most important factor rated by people when they were asked about the features that attracts them to buy a particular brand, followed by comfort When asked about a particular feature of woodland many of them replied that woodland shoes are rough and tough shoes

PERCEPTION

woodland 27%

reebok 40%

bruno 20%

addidas 13%

FINDINGS CONTINUED
For most of them 2000-3000 approximately was the most appropriate range they would prefer to spend on shoes

Demographics:
gender :Woodlands marketing activities are mostly targeted towards adventurous men , so out of 15 people who were interviewed 11 were male respondents. age: The people who were interviewed were of age below 30.this may be because. As they position their brand as a outdoor adventure shoe, it would be obvious to focus mostly on the below 30 age people.

IMPACT OF FAMILY ON CONSUMER BEHAVIOR

Chart Title

PERSONAL 27%

FAMILY 40%

PEER 33%

FINDINGS
Impact of family on consumer behavior : According to our interview, 6 people said that family has an impact on their buying decision, 5 people said that peer and their friend have impact on their buying decision and 4 people said that its their personal decision.

Motivation: 4

people said that advertisement has an ef fect on their buying decision. They could recall the advertisement of woodland shoes with the wood pecker showing the toughness of shoes. Customers mostly remembers the advertisements with high involvement.

MOTIVATION

no effect 27%

effect 73%

THANK YOU..!!