Understanding Consumer Behavior in Purchasing Branded Footwear: A Review Study

Pooja Nema; Mahesh Chandra Sharma

Abstract

Consumer buying behaviour towards branded footwear is influenced by various factors, including brand image, quality perception, marketing strategies, and digital engagement. This review examines the key drivers shaping consumer preferences, such as trust, brand loyalty, price sensitivity, and the role of social media in purchase decisions. The emergence of e-commerce and advancements in digital marketing have significantly transformed the way consumers engage with footwear brands, resulting in noticeable changes in their shopping behaviours. This review emphasizes the role of a strong brand image in building consumer trust, encouraging brand loyalty, and driving word-of-mouth recommendations. It also investigates how pricing strategies and promotional efforts influence purchasing decisions. Gaining a deeper understanding of these elements is essential for footwear companies to enhance their marketing strategies and stay competitive in the market. By examining current consumer behaviour patterns, the study offers valuable insights into how effective branding and digital marketing initiatives can shape the future growth and direction of the branded footwear industry. The rapid expansion of e-commerce and advancements in digital marketing have significantly altered the way consumers engage with footwear brands, leading to noticeable shifts in purchasing patterns and decision-making behaviours. Establishing a strong and consistent brand image plays a crucial role in building consumer trust, fostering lasting loyalty, and encouraging positive word-of-mouth promotion. This study also explores the influence of various marketing tactics, such as promotional campaigns, influencer endorsements, and strategic pricing, particularly among digitally savvy and younger audiences. Additionally, it underscores the need for brands to stay attuned to changing consumer expectations and effectively utilize social media platforms for impactful brand communication. These findings are vital for footwear companies seeking to enhance their marketing strategies and sustain their competitive advantage in an ever-evolving market landscape.