Consumer buying behaviour of Campus .pdf

A
MANAGEMENT RESEARCH PROJECT REPORT
ON
“CONSUMER BEHAVIOUR OF CAMPUS ACTIVEWEAR LIMITED”
SUBMITTED TO: -
A.S.B. PATEL COLLEGE OF BUSINESS ADMINISTRATION, UNJHA
AFFILIATED TO: -
HEMCHANDRACHARYA NORTH GUJARAT UNIVERSITY, PATAN
UNDER THE GUIDANCE OF: - SUBMITTED BY: -
Prof. Sanjay R. Patel Dhruv V. Patel (108)
Herish G. Patel (110)
Maan B. Patel (115)
Roshni M. Patel (123)
Vishva M. Patel (130)
ACADEMIC YEAR: -
2022-23

CERTIFICATE
THIS IS CERTIFY THAT A PROJECT REPORT ON
“CONSUMER BEHAVIOUR OF CAMPUS ACTIVEWEAR LIMITED”
SUBMITTED TO
AMBABEN SHANKARLAL BECHARDAS PATEL
COLLEGE OF BUSINESS ADMINISTRATION (B.B.A PROGRAMME), UNJHA
AFFILIATED TO
HEMCHANDRARCHARYA NORTH GUJARAT
UNIVERSITY, PATAN
SUBMITTED BY
Sr. Name Uni.no.
1. Dhruv V. Patel 108
2. Herish G. Patel 110
3. Maan B. Patel 115
4. Roshni M. Patel 123
5. Vishva M. Patel 130
In the partial fulfillment of the requirement for the completion of the project
training project report under the management research project subject in semester
Ⅵ of Bachelor of Business Administration Programme, 2022-23.
DATE:___________ ______________
PLACE: UNJHA DR. ALPESH A. SONI
(PROJECT CO-ORDINETOR)

PRAFACE
Theory of any subject is important but without its practical knowledge it
becomes unless particularly for the Management Students. As a student of the
Business Administration, we have studied many theories and concepts in the
classroom, but only after taking up this project work, we have experienced &
understood these management theories & practices in its fullest sense, which plays a
very vital role in business field today. The knowledge of management is incomplete
without knowing the practical application of the theories studied. This training provides
a golden opportunity for all students, especially to the management students.
Therefore, we have to undergo analysis project for a particular organization
in marketing research project as on subject. After doing lots of brainstorming, we chose
Campus as our organization and studied it under the title of "consumer buying
behaviour" of Campus Activewear Limited.
For the said purpose, we have prepared a questionnaire and collected the
information. Based on this we have analysed the collected information and obtained
the position of the company and its findings.
This project is really enhancing our knowledge about industry and we gain
lot of knowledge from this project. We hope that this project is helpful to us in future
marketing field work.

ACKNOWLEDGEMENT
Practical training is one of the most important requirements in B.B.A. Through
With this acknowledgement, we express our sincere gratitude towards those entire respondents
who helped in the preparation of this project, which has been a learning experience.
We would like to thank our respected (I/C) Principal MR. ALPESH A. SONI
for giving us the opportunity to learn about practical knowledge of the business environment.
Because of him only, we get the valuable opportunity to work on this project. This experience
was fully filed with enthusiasm.
We are also thankful to the respected PROF. SANJAY R. PATEL faculty of
A.S.B. PATEL COLLEGE OF BUSINESS ADMINISTRATION, UNJHA for providing his
valuable time with us and giving necessary information. We are also thankful to him for
providing guidance to us. We express our sincere gratitude towards all the faculty members
and those people who helped directly and indirectly to complete this project successfully. It
was an admirable learning experience.
We have tried our level best to present the available information in the best
possible manner.

EXECUTIVE SUMMARY
Impulsive purchasing, generally known as a consumer's unplanned purchase is an
important part of buyer's behaviour. The objective of the project is customer's buying behaviour
about Campus Footwear.
The study is based on the primary data collected from Campus Store in Unjha with
the help of a structured questionnaire. We took 98 samples from Unjha to know the customer's
buying behaviour. Out of 98 samples, the samples are filled up 62% of men, 38% of women.
The highest samples are filled up by the men. It shows the men mostly going to the Campus
Stores.
According to our research we detected that the customer's purchase from Campus
because of their offers and good quality products. The findings of the study states that
consumer's impulsive buying behaviour and Customer satisfaction is linked with buying
behaviour performance.
The survey report of the consumer's buying behaviour about the products quality
& Preference of Campus footwear. It is the study of various parameters of behaviour of
consumers toward Campus footwear and relates to the theoretical aspect. It gives a glance
toward the psyche of buyers, their needs and expectations for purchasing the product of
Campus.

INDEX
Ch.
No.
Sub.
No.
Particular
Page
No.
➢ Preface I
➢ Acknowledgement II
➢ Executive summary III
1. Introduction to the study
1.1 Introduction of the study 02
1.2 Objective of the study 02
1.3 Research methodology 03
1.4 Scope of the study 06
1.5 Significance of the study 06
1.6 Limitation of the study 07
2. Introduction to the organization
2.1 Introduction to the Industry 09
2.2 Company Profile 10
2.3 History of the Organization 12
2.4 Trade Distribution Channel 13
2.5 Statistical information 14
2.6 Future prospect 15
3. Theoretical background
3.1 Basic concepts 17
4. Data analysis and interpretation
5. Finding and observation

6. Conclusion and suggestion
6.1 Suggestion 44
6.2 Conclusion 45
➢ Bibliography
➢ Appendix

1.1 INTRODUCTION OF THE STUDY
We have got theoretical knowledge from the business school. We also required
some practical knowledge even and that is we are getting from making a project report in any
company and it is a marketing research report.
All things done so that is must be goal oriented means any work we have doing
that have his own objectives are required for success. So this type of marketing research report
requires his own objective and that is customers of Campus Footwear are buying or not.
If yes then it is good for the company or if it is no then which thing that the
company requires to do for the customer buying from Campus. If they are not satisfied by his
price, quality of product, service etc. Above of which reason effects for the buying behaviour
that we have finding by this research of Campus Footwear and how that is remedies by the
different way and the company can increases his selling and make market leader.
1.2 OBJECTIVE OF THE STUDY
• To scan the customer buying behaviour.
• To know availability of varieties of products.
• To know about affordable price foe everyone.
• To know the customer satisfaction level.
• To study the availability of offers and services.
• To study the quality of the product.
• To find out customers response towards Campus Footwear.

1.3 RESEARCH METHODOLOGY
➢ RESEARCH DESIGN
Research is a process of getting information about the product or service by using
a strategy and plan so as to obtain answer of research question and control the variance.
In the marketing there are three types of research design that are descriptive
research design, exploratory research design, and experimental research design. We are
using in this report first one descriptive research design because in the descriptive
research we are collects data by way of survey of customer, market area.
➢ DATA COLLECTION METHOD
There are two types of data sources
1) Primary data sources
2) Secondary data sources
Primary data sources
a) Questionaries
b) Personal interaction
Primary data can be collected through the questionnaires. Which contain the
different question to measure the customers buying behaviour. Primary data sources are
very use for research

Secondary data
a) Company website
b) Related information from internet
c) Company report
d) Marketing books
Secondary data can collect through marketing books, internet and other sources.
➢ RESEARCH INSTRUMENT
We have used questionnaire as a research instrument which consisted of
structured questions and they were of open ended and close ended questions,
dichotomous question, multiple choice question, rank order scaling question.
➢ RESEARCH APPROACH
In our marketing research survey, we had collected primary data through survey
research. Survey best suited for descriptive research and it is only concerned with
getting practical knowledge. We had undertaken a survey to learn about people's
satisfaction and buying behaviour of Campus Activewear Limited.
➢ POPULATION
We have taken the responses of 98 people and selected Unjha people as the
target audience where questions were asked.

➢ SAMPLING PLAN
Sampling Unit
Customer of Campus
Sampling Area
Here the survey was made from Unjha.
Sampling Size
98 sample are surveyed.
➢ CONTACT METHOD
We conducted personal interview by google questionary form because it is
helpful and in taking suggestions about the product from the respondent.
➢ SAMPLING CONFIGURATION
Sampling configuration means to take the sample from the market as on his
arrangement for taking sample from the whole population. We have taken sample from Unjha
for the marketing research.

1.4 SCOPE OF THE STUDY
Since the study is on Campus footwear shopping the details study of the campus
footwear is been conducted about its customers and buying behaviour of customers of Campus
footwear. This research is based on primary data and secondary data.
1.5 SIGNIFICANCE OF THE STUDY
• Research says about customer behaviour towards Campus Activewear Limited.
• The research is also important to identify market size, growth and market potential of
campus footwear.
• The research shows the future scenario of campus in current perspective.
• The study shows opportunities and challenges for campus respect of internal and
external environments.
• Research says about main competitors in the field of organized retain sectors.
• The study provides guideline to future extension of Campus.

1.6 LIMITATION OF THE STUDY
This research is conducted on a sample size, so it might be possible that the
information given by such respondents may not match with the replay of total customers of the
campus.
• The study was restricted to only the customers of campus.
• The result and analysis based on the customer survey method and small size has taken
only 98.
• Finding is related to particular areas.
• It might be possible that the answer given by the respondents are of business.

2.1 INTRODUCTION OF THE INDUSTRY
From soles to souls, shoes contribute a great deal to our human experience. Whether
a pair of bouncy new sneakers, or a pair of bright red pumps, shoes can make anyone smile and
can elevate any outfit to the next level. Knowing just how important proper footwear is and
inspired by the success accredited to the industry now-a-days, youth across country have taken
to filling gap between high-priced Mochi and Jimmy Choo with gusto.
The historical background identifies the transformation of Footwear from
commodity to image, attitude and lifestyle. India being a country of artisans has always been
looked upon for its traditional craft of footwear making. Some of the traditional footwear
created by village craftsmen include leather chappals in Kolhapur, embroidered Jutties in
Jodhpur, Indo-Tibetan felt boots in Sikkim and vegetable fibre shoes in Ladakhor. The
footwear industries using traditional methods of manufacture, has clearly taken technology to
heart in recent decades, and this has greatly benefited both shoemakers and shoe wearers. Since
India is such a diverse nation, the types of traditional footwear found all over the country are
diverse too. Small and Medium enterprises in India have a major role to play in the
development and advancement of the footwear sector through sustaining and enhancing their
export contribution vis-a-vis development of clustering and many more such activities.
India is the second largest global producer of footwear after China, accounting for
13% of global footwear production of 16 billion pairs. India produces 2065 million pairs of
different categories of footwear (leather footwear - 909 million pairs, leather shoe uppers - 100
million pairs and non-leather footwear - 1056 million pairs). India exports about 115 million
pairs. Thus, nearly 95% of its production goes to meet its own domestic demand.
Conducive Investment climate towards attracting overseas investments and
increasing cost competitiveness. The Government of India is setting up dedicated Footwear
Complex and Footwear Components Part where footwear clusters are located.

2.2 COMPANY PROFILE
➢ Type of Organization
Private Limited
➢ Type of Industry
Footwear Industry
➢ Founded
29th
Jul, 1987
➢ Founder
Nikhil Aggrawal
➢ Number of stores
66 COCOs, 41 FOFOs, 107 EBOs, 800+ in LFS
➢ Headquarter
Delhi, India
➢ Products
Shoes, Sandals, Flip Flops & Slides
➢ Campus Activewear Limited registered office
D-1 Udyog Nagar, main Rohtak road, New Delhi-110041
➢ Revenue
11941.81
➢ EBITA
2439.22

➢ Website
https://www.campusactivewear.com
➢ Customer care number for support & help
+91-11-43272500
➢ Company promotes
Mr. Hari Krishna
Mr. Nikhil Aggrawal
Charu Goel
Prerna Aggrawal
Hkv Service private limited
Hna service private limited
Motilal oswal flexi cap fund
Kuwait investment authority fund
Org investments and holding limited
TPG growth lii sf pte. Ltd.

2.3 HISTORY OF THE ORGANIZATION
The journey of Campus that began in the financial year 2005-06 (FY 06)
has crossed many grand milestones to become India’s most preferred footwear brand.
From a very modest beginning, they have created India’s fastest growing sports and
athleisure footwear brand, and I must convey my deepest appreciation to each and every
member of the Campus family, who have made this possible.
Even when they were a very small player in the industry, they had
successfully instilled the culture of innovation in terms of product design, distribution,
marketing and branding. They wanted to think afresh, try bold new ideas and grab more
eyeballs, especially from the young generation of India.
In FY 20 and FY 21 they undertook two strategically important backward
integration initiatives. The Upper manufacturing facility at Haridwar and Sole
manufacturing facility at Ganaur proved to be very important steps in our growth
journey. They also ramped up our capabilities in product innovation and design to
launch premium products at higher price points. They hired the best talent and provided
them relevant training. These time-critical investments and strategies that we made
came to fruition in FY 22.
Their performance in FY 22 reflects the resilience of our business model
and its inherent flexibility to scale up rapidly and gain market share. This was further
vindicated by the encouraging response that we received when Campus Activewear was
listed.

2.4 TRADE DISTRIBUTION CHANNEL

2.5 STATISTICAL INFORMATION
Year Revenue EBITA PAT Net Debt
2019 5948.73 1018.62 386 1729.99
2020 7320.42 1383.25 623.68 1829.75
2021 7112.84 1198.11 268.63 1343.93
2022 11941.81 2439.22 1077.59 1739.46

2.6 FUTURE PROSPECT
➢ Mission
To emerge as the most preferred sports and athleisure brand in India while
becoming an integral part of daily active lifestyle of every Indian.
➢ Vision
To encourage free, creative and confident self-expression and raise shoe
consciousness.

3.1 BASIC CONCEPTS
➢ DEFINITIONS
Marketing:
“Marketing is the performance of business activities that direct the flow of
goods and services from producer to consumer or user"
AMA
Research
Research is a structured inquiry that utilizes acceptable scientific
methodologies to solve problems and creates new knowledge that is general acceptable.
Marketing Research
"Marketing research is the systematic design, collection analysis and reporting
of data and findings relevant of a specific marketing situation facing the company”
Dr. Philip Kotler
Consumer Buying Behaviour
Consumer buying behaviour is the sum total of a consumer's attitudes,
preferences, intentions, and decisions regarding the consumer's behaviour in the marketplace
when purchasing a product or service. The study of consumer behaviour draws upon social
science disciplines of anthropology, psychology, sociology, and economics.

➢ THE BYUING DECISION PROCESS: THE FIVE STAGE MODEL
The consumer typically passes through five stages before he purchases: problem
recognition, information search, evaluation of alternatives, purchase decision, and post
purchase behaviour. Consumers may skip or reverse some of these steps. These steps may
differ between first time buyers and regular or repetitive purchases.
Problem Recognition
Information Search
Evaluation Alternatives
Purchase Decision
Post-purchase Behaviour

Problem Recognition
The buying process starts once the consumer recognizes a problem or need
triggered by internal or external stimuli. A consumer's buying behaviour is influenced by
cultural, social, and personal factors such as reference groups, family, and social roles and
statuses. Reference groups have a direct or indirect influence on consumers' attitudes and
behaviour.
Information Search
Search through social networking sites is on rise as consumers are turning to
social media channels for their information search phase during decision making process.
Influencers within the social media channels can have a significant impact on consumer
behaviour without even having any direct contact with the online visitor.
Evaluation of alternatives
Marketers, on behalf of their firms, generate content on social media to engage
consumers actively. Researchers have concluded that engagement in social media brand
communities leads to a positive increase in purchase expenditures. Moreover, a large number
of alternatives options are constantly evaluated every minute by consumers. Due to the
engagement of consumers and marketers through social media, consumers purchase decisions
are often influenced by both user-generated content and marketer-generated content.
Purchasing decision
The purchase of products and services via the Internet could be considered by
consumers as risky alternative due to the absence of personal contact, the inability to have
physical product evaluation, and in some cases the lack of secure transactions. The efforts
towards increasing the fundamental factor of trist in consumer behaviour could be supported
with the use of social media channels, such as Facebook, YouTube. Twitter, and corporate
blogs as they enhance the feeling of social presence. In addition, consumers could use social
media as a communication tool which will help them decide what to buy.

Post purchase behaviour
Once a consumer has purchased a product or service, he might notice that there
are certain features which do not meet his initial perceptions or expectations. In other
occasions, he might listen to positive comments about similar brands which might also shake
his confidence regarding the product he purchased. A satisfied customer is likely to repeat the
purchase again but also share his positive views about the brand in blogs and other social
networking platforms. Consumers could also express their negative opinion about a brand
based on their personal experience.
➢ TYPES OF CONSUMER BUYING BEHAVIOUR
1. Complex buying behaviour
Consumers go through complex buying behaviour when they are highly involved
in a purchase and aware of significant differences among brands. Consumers are highly
involved when the product is expensive, bought infrequently, risky and highly self-expressive.
Typically, the consumer does not know much about the product category and has much to learn.
This buyer will pass through a learning process characterized by first developing beliefs about
the product, then attitudes, and then making a thoughtful purchase choice.
2. Dissonance- Reducing buying behaviour
Sometimes the consumer is highly. involved in a purchase but sees little
difference in the brands. In this case, the buyer will shop around to learn what is, available but
will buy fairly quickly because brand differences are not pronounced. The consumer will be
alert to information that might justify his or her decision. The consumer will first act, then
acquire new beliefs and end up with a set of attitudes. Here marketing communications should
aim to supply beliefs and evaluations that help the consumer feel good about his or her brand
choice.

3. Habitual Buying Behaviour:
A typical consumer's involvement in the buying process is low because the
consumer doesn't see much difference between available brands in habitual buying behaviour.
4. Variety-Seeking Buying Behaviour:
Some buying situations are characterized by low consumer involvement but
significant brand differences. Here consumers are often observed to do a lot of brands*
switching. An example occurs in purchasing cookies. The consumer has some beliefs, chooses
a brand of cookies without much evaluation, and evaluates it during consumption. But next
time, the consumer may reach for another brand out of boredom or a wish for a different taste.
Brand switching occurs for the sake of variety rather than dissatisfaction.

Que: - (1) Are you brand conscious of footwear?
Interpretation:
Here, we can say that 3% of people who are not brand conscious and 97% of people who are
brand conscious in this graph.
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 95 96.9 96.9 96.9
No 3 3.1 3.1 100.0
Total 98 100.0 100.0
97%
3%
Chart Title
Yes
No

Que: - (2) Which is the most important element when you select footwear?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Brand 35 35.7 35.7 35.7
Price 21 21.4 21.4 57.1
Comfort 40 40.8 40.8 98.0
Discounts 2 2.0 2.0 100.0
Total 98 100.0 100.0
Interpretation:
In this Image, there are four categories are available for select the footwear. Which are brand,
price, comfort and discounts. Brand is 36%, Price is 21%, Comfort is 41% and Discount is 2%.
In conclusion, most of the people choose the discount element for select the footwear.
36%
21%
41%
2%
Chart Title
Brand
Price
Confort
Discouns

Que: - (3) What type of shoes have you bought from campus?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Casual 34 34.7 34.7 34.7
Running 22 22.4 22.4 57.1
Sinkers 20 20.4 20.4 77.6
Sports 22 22.4 22.4 100.0
Total 98 100.0 100.0
Interpretation:
There are four types of shoes for customer. Casual shoes, Running shoes, Sneakers and Sport
shoes. Casual shoes have 35%, Running shoes has 23%, Sneakers have 20% and Sport shoes
has 22% out of the 100%.
35%
23%
20%
22%
Chart Title
Casual
Running
Snikers
Sportts

Que: - (4) What type of footwear have you bought from campus?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Shoes 92 93.9 93.9 93.9
Slides 1 1.0 1.0 94.9
Flip
Flops
3 3.1 3.1 98.0
Sandless 2 2.0 2.0 100.0
Total 98 100.0 100.0
Interpretation:
There are four types of shoes for footwear. Shoes, Sliders, Flip flops and Sandals.
Shoes has 94%, Sliders have 1%, Flip flops have 3% and Sandals have 2% in the graph.
94%
1% 3% 2%
Chart Title
Shoes
Slides
Flip Flops
Sendles

Que: - (5) Whom do you usually buy shoes for?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Self 91 92.9 92.9 92.9
Spouse 3 3.1 3.1 95.9
Kids 2 2.0 2.0 98.0
Relatives 2 2.0 2.0 100.0
Total 98 100.0 100.0
Interpretation:
In this graph, there are four types which are useful for select the shoes and they are self, spouse,
kids and relatives. Most of the people select to buy shoes for self.
93%
3%
2%
2%
Chart Title
Self
Spouse
Kids
Relaives

Que: - (6) Where do you buy shoes?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Store 50 51.0 51.0 51.0
Web 29 29.6 29.6 80.6
Amazone 19 19.4 19.4 100.0
Total 98 100.0 100.0
Interpretation:
In this graph, there are three platforms for buy the campus shoes. Store, Website and
Amazon.51% of sell from store, 30% of sell from website and 19% sell of amazon.
In conclusion, store has more sell compared to website and amazon.
51%
30%
19%
Chart Title
Store
Web
Amazone

Que: - (7) Do you intend to buy more shoes from campus in the near future?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Definity will
buy
74 75.5 75.5 75.5
Prob. will not
buy
7 7.1 7.1 82.7
undecided 16 16.3 16.3 99.0
def. will no buy 1 1.0 1.0 100.0
Total 98 100.0 100.0
Interpretation:
In this graph, some people choose definitely will buy, some people choose undecided, some
people choose definitely will not buy and some people choose probably will not buy. The
highest ratio is definitely will buy which is 76%, and remaining is 7% undecided, 16%
definitely will not buy and 1% is probably will not buy.
76%
7%
16%
1%
Chart Title
Definily will buy
Prob. will not buy
undecided
def. will no buy

Que: - (8) When you decide to buy a new shoe, how important is it for you to visit
campus store at least once?
Frequency Percent
Valid
Percent
Cumulativ
e Percent
Valid Not
Important
36 36.7 36.7 36.7
Neutral 49 50.0 50.0 86.7
Important 11 11.2 11.2 98.0
Very
Important
2 2.0 2.0 100.0
Total 98 100.0 100.0
Interpretation:
Some people say that, visit to the store is neutral that's why percentage of neutral is 50% and
remaining are 11%, 2% and 37%, and they are important, very important and not important.
37%
50%
11%
2%
Not Important
Neutral
Important
Very Important

Que: - (9) Below are some statements of people’s buying behaviours towards the
footwear. Please check the one box that best indicates how well the statement describes
you personally.
1. I like to buy costly shoes
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Strongly
Agree
38 38.8 38.8 38.8
Agree 33 33.7 33.7 72.4
Indifferent 17 17.3 17.3 89.8
Disagree 10 10.2 10.2 100.0
Total 98 100.0 100.0
Interpretation:
In this graph, most of the people say we want to buy costly shoes for own that's why percentage
of strongly agree is 39% and remaining are agree 34%, indifferent 17% and disagree 10%.
39%
34%
17%
10%
Strongly Agree
Agree
Indifferent
Disagree

2. I prefer to buy shoes which are liked by my family and friends.
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Strongly Agree 33 33.7 33.7 33.7
Agree 40 40.8 40.8 74.5
Indifferent 16 16.3 16.3 90.8
Disagree 6 6.1 6.1 96.9
Strongly
Disagree
3 3.1 3.1 100.0
Total 98 100.0 100.0
Interpretation:
In this graph, most of the people say we want to buy shoes which are liked by family and
friends that's why percentage of agree is 41% and remaining are strongly agree 34%, indifferent
16%, disagree 06% and strongly disagree is 3%.
34%
41%
16%
6%
3%
Strongly Agree
Agree
Indifferent
Disagree
Strongly Disagree

3. I prefer to buy shoes which are advertised and endorsed by celebrity.
Cumulative
Percent
Valid Strongly Agree 15 15.3 15.3 15.3
Agree 34 34.7 34.7 50.0
Indifferent 22 22.4 22.4 72.4
Disagree 13 13.3 13.3 85.7
Strongly
Disagree
14 14.3 14.3 100.0
Total 98 100.0 100.0
Interpretation:
In this graph, most of the people say we want to buy shoes which are advertised and endorsed
by celebrity that's why percentage of agree is 35% and remaining are strongly agree 15%,
indifferent 22%, disagree 13% and strongly disagree is 14%.
15%
35%
23%
13%
14%
Strongly Agree
Agree
Indifferent
Disagree
Strongly Disagree

4. I like to buy shoes which are very stylish & of the latest design.
Cumulative
Percent
Valid Strongly
Agree
46 46.9 46.9 46.9
Agree 35 35.7 35.7 82.7
Indifferent 13 13.3 13.3 95.9
Disagree 3 3.1 3.1 99.0
Strongly
Disagree
1 1.0 1.0 100.0
Total 98 100.0 100.0
Interpretation:
In this graph, most of the people say we want to buy shoes which are very stylish and latest
design that's why percentage of strongly agree is 47% and remaining are agree 36%, indifferent
13%, disagree 3% and strongly disagree is 1%.
47%
36%
13%
3% 1%
Strongly Agree
Agree
Indifferent
Disagree
Strongly Disagree

5. I don’t like to spend too much time on deciding.
Cumulative
Percent
Valid Strongly
Agree
19 19.4 19.4 19.4
Agree 35 35.7 35.7 55.1
Indifferent 16 16.3 16.3 71.4
Disagree 6 6.1 6.1 77.6
Strongly
Disagree
22 22.4 22.4 100.0
Total 98 100.0 100.0
Interpretation:
In this graph, most of the people say we do not spend too much time to deciding that's why
percentage of agree is 36% and remaining are strongly agree 19%, indifferent 16%, disagree
06% and strongly disagree is 22%.
19%
36%
16%
6%
23%
Strongly Agree
Agree
Indifferent
Disagree
Strongly Disagree

Que: - (10) How frequently you use the shoes?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Once a
week
15 15.3 15.3 15.3
Twice a
week
11 11.2 11.2 26.5
At
weekends
11 11.2 11.2 37.8
Daily 61 62.2 62.2 100.0
Total 98 100.0 100.0
Interpretation:
Most of the people wear a shoe for daily bases that's why percentage of daily is 62% which is
highest in the graph and remaining are 15% which is show once a week, 11% which is show
twice a week again 11% which is show at weekends.
16%
11%
11%
62%
Once a week
Twice a week
At weekends
Daily

Que: - (11) For what purpose you wear shoes?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid general visit 53 54.1 54.1 54.1
Party 13 13.3 13.3 67.3
Meeting 5 5.1 5.1 72.4
Sport
activities
27 27.6 27.6 100.0
Total 98 100.0 100.0
Interpretation:
In this graph, generally people wear shoes on general visit which is 54%, party is 13%, meeting
is 5% and sport activities are 28%.
54%
13%
5%
28%
general visit
Party
Meeting
Sport activities

Que: - (12) How much do you care about brand while buying shoes?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid not at all 10 10.2 10.2 10.2
Sometimes 60 61.2 61.2 71.4
Somewhat 10 10.2 10.2 81.6
Strongly 18 18.4 18.4 100.0
Total 98 100.0 100.0
Interpretation:
We can say that sometimes people prefer to buy which is brand's name so that's why percentage
of sometimes is 61%, somewhat is 10%, strongly is 18% and last one is not at all which show
10%.
10%
61%
10%
19%
not at all
Sometimes
Somewhat
Strongly

Que: - (13) From which sources you collected information regarding your purchase?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid friends 42 42.9 42.9 42.9
Internet 49 50.0 50.0 92.9
Retail
Outlets
7 7.1 7.1 100.0
Total 98 100.0 100.0
Interpretation:
In this graph 50% of people are collecting the information of purchase shoes from the internet.
That's why internet is 50%, friends are 43% and retail outlets are 7%.
43%
50%
7%
friends
Internet
Retail Outlets

Que: - (14) When I wear shoes, I look good and feel confident
Cumulative
Percent
Valid strongly
agree
54 55.1 55.1 55.1
Agree 36 36.7 36.7 91.8
Maybe 7 7.1 7.1 99.0
Strongly
disagree
1 1.0 1.0 100.0
Total 98 100.0 100.0
Interpretation:
Most of the people look at goodness and feel conflict that's why percentage of strongly agree
is 56%, agree is 37%, maybe 7% and last but not least strongly agree is 1%.
55%
37%
7% 1%
strongly agree
Agree
Maybe
Strongly disagree

• We have found that most of the people want to buy branded shoes which has 97% out of 100%
and people also choose comfort which has approximately 41% out of 100%.
• Most of the people prefer to wear shoes of campus brand which has approximately 94% out of
100%. Respondents are interested in casual shoes which has 35%
• Most of the respondents want to buy shoes for themselves which has approximately 93% out of
100%.
• Most of the people prefer to buy a shoes from the store which has 51% out of 100%
• Most of the respondents definitely will buy shoes from the campus in future which has 76%.
• Most of people agree to buy a shoes which are advertised by celebrity which has 35%.
• We have found that most of the people wear a shoes which has 62% in daily life and added
that people wear a shoes for general visit which has 54% out of 100%.
• Most of the respondents strongly agree to look good and feel confident by wear a shoes
which has 55% out of 100%.

6.1 SUGGESTIONS
After analysing the data and successfully testing the methods the research would like
to make following suggestion in context of Consumer buying behaviour of Campus in
Unjha.
➢ The price of the shoes must be reduced to increase sales.
➢ New lines of collections should be introduced for festival.
➢ The store must be decorated properly.
➢ Seasonal promotion campaigns, like special discount & advertisement (magazines,
internet, etc.), could be employed.
➢ Product display should be designed to create a strong first impression.
➢ More number of outlets should be opened to reach to all type of customer in all the
regions.
➢ More variants should be introduced in the accessories section.

6.2 CONCLUSIONS
The specific brand objectives of Campus would be to build up its brand reputations,
image and equity. A brand is not simply a collection of products and benefits, but also a
storehouse of value stemming from awareness, loyalty, and association of quality and brand
personality. A brand is a name, term, sign, symbol or design or a combination of them intended
to identify the goods or services of one seller or group of sellers and to differentiate from those
of competitors. In essence, a brand identifies the seller or maker. It can convey up to six levels
of meaning: Attributes, Benefits, Values, Culture, Personality and User. If a company treats a
brand only as a name it misses the point. The branding challenge is to develop a deep set of
positive associations for the brand.
In conclusion, the degree project should be noted that all the goals and objectives have been
met:
• Was determined the relevance of the e-shop, selling different kind of shoes.
• Were Considered the pros and cons of e-commerce.
• Were studied the competitors to get the idea what are their strong and weak point.
• Was decided the design of the website.
• Was decided the ways of promotions.

Books:
➢ PHILIP KOTLER, MARKETING MANAGEMENT, NEW MILLENNIUM
EDITION 2000.
➢ V.S RAMASWAMY AND S. NAMAKUMARI MARKETING
MANAGEMENT, SECOND EDITIONS.
Website:
➢ https://www.campusshoes.com
➢ https://economictimes.indiatimes.com/company/campus-shoe-company-
private-ltd/U19200DL1987PTC028739
➢ https://www.forbes.com/sites/anuraghunathan/2022/05/14/selling-sports-
shoes-for-under-10-turned-this-shoemaker-into-indias-newest-
billionaire/?sh=1df334d676e1
➢ https://en.wikipedia.org/wiki/Action_Group_(conglomerate)
Magazine:
➢ Business India
➢ India Today
➢ The Hindustan Times
➢ The Economic Times

QUESTIONNAIRE
Dear sir/madam,
We are students of BBA SEM-VI of A.S.B.Patel College of Business Administration (B.B.A
Programme), Unjha. For academic purpose, a research project is to be held on topic of
“Consumer Buying Behaviour of Campus”. For this purpose, we would like to ask you few
questions. We would to be grateful if you spare few moments and co-operates with us.
1) Are you brand conscious of footwear?
A) Yes [ ] B) No [ ]
2) Which is the most important element when you select footwear?
A) Brand [ ] C) Price [ ]
B) Comfort [ ] D) Discounts [ ]
3) What type of shoe have you bought from Campus?
A) Casual Shoes [ ] C) Sneakers [ ]
B) Running Shoes [ ] D) Sport Shoes [ ]
4) What Type of footwear have you bought from campus?
A) Shoes [ ] C) Flip Flops [ ]
B) Slides [ ] D) Sandals [ ]
5) Whom do you usually buy shoes for?
A) Self [ ] C) Kids [ ]
B) Spouse [ ] D) Relatives [ ]
6) Where do you buy shoes?
A) Store [ ] C) Amazon [ ]
B) Website [ ]
7) Do you intend to buy more shoes from campus in the near future?
A) Definitely will buy [ ] C) Undecided [ ]
B) Probably will not buy [ ] D) Definitely will not buy [ ]

8) When you decide to buy a new shoe, how important is it for you to visit campus
store at least once?
A) Very Important [ ] C) Neutral [ ]
B) Important [ ] D) Not Important [ ]
9) Below are some statements of people’s buying behaviours towards the footwear.
Please check the one box that best indicates how well the statement describes you
personally.
Strongly Agree Indifferent Disagree Strongly
Agree Agree
I Like to buy [ ] [ ] [ ] [ ] [ ]
Costly shoes.
I prefer to buy
Shoes which are [ ] [ ] [ ] [ ] [ ]
Liked by my family
And friends.
I prefer to buy
Shoes which are [ ] [ ] [ ] [ ] [ ]
Advertised and
Endorsed
By celebrity
I like to buy
Shoes which are [ ] [ ] [ ] [ ] [ ]
Very stylish & of
The latest design.
I don’t like to
Spend too much [ ] [ ] [ ] [ ] [ ]
Time on deciding

10) How frequently you use the shoes.
A) Once a week [ ] C) At weekends [ ]
B) Twice a week [ ] D) Daily [ ]
11) For what purpose you wear shoes.
A) General visit [ ] C) Meeting [ ]
B) Party [ ] D) Sport activities [ ]
12) How much do you care about brands while buying shoes?
A) Not at all [ ] C) Somewhat [ ]
B) Sometimes [ ] D) Strongly [ ]
13) From which sources you collected information regarding your purchase?
A) Friends [ ] C) Retail Outlets [ ]
B) Internet [ ]
14) When I wear shoes, I look good and feel confident
A) Strongly agree [ ] C) Disagree [ ]
B) Agree [ ] D) Strongly disagree [ ]
PERSONAL DETAILS
Name :- ______________________________________________________________
Address: -_____________________________________________________________
Gender: - Male [ ] Female [ ]
Occupation: - __________________________________________________________

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