Positioning in the Footwear Industry

Abstract

Comfort, style _and overall experience are important intangible factors taken into consideration during purchase of footwear by the buyers. This study makes an attempt to position nine footwear brands: Woodland, Puma, Adidas, Bata, Liberty, Lakhani, Action, Reebok and Nike in Ambala District, Haryana. Positioning of select footwear brands was done using MEXL to discover consumers' evaluation of select footwear brands along major dimensions of Price and Quality. 200 consumers from Ambala District, Haryana were approached for personal interviews. The data was collected from family, friends, and acquaintances of the researchers via Convenience Sampling. The owners/ managers need to position/ reposition these footwear brands so as to maintain their '~iqueness'. The results revealed that Puma is the most preferred footwear brand for customers seeking 'Quality' whereas Reebok 1s preferred most by shoppers seeking 'Price' based brand.