2091. Market Potential and Customer on About Liberty Shoes
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Transcript of 2091. Market Potential and Customer on About Liberty Shoes
DECLARATION
I, Sandeep Singh Bhati hereby declare that I have carried out project
report on the topic “MARKET POTENTIAL AND CUSTOMER PERSPECTION
ABOUT LIBERTY SHOES”.
I further declare that this project is my original work and no part of this
report have been published or submitted to anybody or university.
Date:
Place: (Sandeep Singh Bhati)
ACKNOWLEDGEMENT
Current market is changing at a fast pace. No body knows what future
has fro him. With the changing market, tastes and preferences are changing
very rapidly. A company cannot work in each and every area. It has to identify
us a segment market and unfulfilled need set of customer. The market
potential of company depends upon identification of needs, wants and its
association with purchasing power.
The entire project would not have been possible without the guidance
and support of other people. I would therefore like to take the golden
opportunity of expressing my sincere and profound gratitude to all those
people who helped me throughout the project. I extend my cordial thanks to all
my friends who helped me to carry out my project work. I am extremely
grateful to Mr. Vivek Srivastava. Truly without her constant support and able
guidance it would have not been possible for me to complete this project.
(Sandeep Singh Bhati)
HISTORY OFFOOTWEAR
HISTORY OF FOOTWEAR & FOOTWEAR MANUFACTURING
The first foot covering was made by our primitive ancestors. The
covering was to protect their feet from jagged rocks, burning sands, rugged
terrains. Development shows that the importance of protecting the feet was
recognized. Egyptians Chiness and other civilization all contain references to
shoes.
The first shoe was made of plated grass or rawhide strapped to the feet.
The early Egyptians made some sandals from plaited papyrus leaves. It shows
that sandal making was recognized as an art, early in the history o that
country. Sandals are most generally worn type of footwear in many warm
countries, often ornamented and in form that is suitable to environment in
which it is worn. Sandals continued to be the same simple kind of footwear
worn in the early century.
In Japan, sandals indicated the social status of the wearer by making
distinct sandals for imperial household, merchants and actors, and in fact, for
the whole range of vacations and professions. In Greece, one emphasized
design and beauty, while in Rome, they made it for military purpose to enable
their legions to travel on foot.
The moccasin protects the foot in cold countries. The outline of the
forepart is puckered seam with a string gathered and tied about the ankle.
Though all this development, little attention was devoted to fitting quality
and comfort. In Eurpoe, perfection in workmanship and styles seems to have
been sought in shoes rather than foot comfort and protection.
The most conspicuous design in the period was the peaked shoe or
crackow, with a toe so long that it made walking difficult. Till the late 1850,
shoes were made only on straight last without recognizing the left and right.
There were only two widths, the slim and the stout.
Up to 1850 shoes were made by hand tools, curved awl, and somke
tools were added such as pincers, lap stone hammer and variety of rubbin
sticks used for finishing edges and heels.
Efforts have been made to develop machinery or shoe production. They
had all failed and it remains or shoemaker in the United States to create the
first successful machinery for making successful shoes.
In 1845, the rolling machine was introduced which replace all the
previous tools used by hand shoemakers or pounding sole leather and
increasing wear by compacting the fibers.
In 1846, Elias Howe, invented the swing machine. This major invention
seems to have set up a chain reaction of research and development.
In 1858, layman Blake, a shoe maker, invented a machine for swing the
sole o shoes to the upper. This was purchased by Gordon Mckey, who
improved the invention.
In 1875, a machine was developed or making different types o shoes,
known as Goodyear welt sewing machine, was developed underthe
management o Charles Goodyear Jr., son of the famous inventor o vulcanizing
rubber.
Invention continued, researched and progress was made. It requied
great sum of money to make one shoe making machine, but it finally paid off.
Today one lasting machine can last 1000 pairs or more of shoes in 8 hours a
day.
HISTORY OF FOOTWEAR IN INDIA
HISTORY OF FOOTWEAR IN INDIA
History of footwear is nearly 5,000 year old when Egypt started covering
the feet of the people who roam about with wooden chappals.
In India, in the ancient period, our ancestors, especially the rishies who
moved about in the forests, wore wooden chappals. There is a mention of king
Bharat putting forth before lord Ram a pair of shoes, crafted from wood and
coated with gold, when despite all requests, Ram refused to accept the throne
of Ayodha.
However, it is still a mystery as to when the use of footwear, in the form
of chappals, actually started in India. There is no reference of footwear in the
writings and picutures related with the Induas valley civilization. In the pictures
of men & women & seals recovered from the site, the feet of both mean and
women are seen bare.
In the Rig-Veda, there is no mention of any covering for foot, but the
word “vatturinapad” gives a clue of the warriors wearing on the foot is
mentioned in the Yajurvedia and the chappals in the Atharveda.
Thus the use of footwear or chappals started around 1,500 B.C.,
approximately 3,500 years ago from now.
The upanah become quite popular during the period of Ramayana &
Mahabharata (circa 1,000 B.C.), the hides of lions, tigers, deer leopards etc
were being used for making upanah.
The Mahavagga, a Buddist religious treatise, of the 6th century B.C.
gives detailed information about upanah, classifying them into nine types of
shoes & chappalssuch as ‘Patbadh’ (keen high gum boots), ‘Ajvishan’ (made
of goat skin), ‘Maind-Vishan (made of sheep skin) etc.
During the Maryan period (3rd Centruey B.C.) many varieties of footwear
came into existence. The Greek historian Arrian writes that shoes made of
white leather were special with Indians and to increase height, Indians used to
wear shoes high heels.
During the Shunga period (2nd century B.C.) a class of shoe makers
came into existence. They had specialized in making shoes with good designs
and durability, in fashionable styles. These craftsmen were called ‘Charmkar’.
Their work was appreciated but social status was low.
The Kushan period was a golden era of footwear. The shakes,
parathions, Greeks and the Kushans belonging to the Chinese dynasty
brought themselves various designs and styles. A headless statue ofKanishka,
made of red stone (1st century A.D.) has been recovered from Mathura where
he has shown wearing laced shoes.
In the Gupta period (4th to 6th century A.D.) the demand of footwear
increased greatly and the hides of cows, buffaloes, goats, sheep and wild
animals came into much use. Chappals and shoes of various heights (Up to
the heels, knee or thigh) were in use amongst people from all walks of life. On
their coins, Samudra Gupta and other Gupta kings are depicated wearing
shoes, decorated with flowers. In the paintings of the Ajanta caves, several
horse riders are shown wearing something like shoes.
FOOTWEARMANUFACTURING
PROCESS
FOOTWEAR MANUFECTURING PROCESS
Footwear manufacturing process looks to be a very simple process for a
common man who has actually not gone through it. Infect, it involves so many
complicated processes and sub process which one can/t even think of. The
various operation involved in footwear manufacturing may differ from one item
to the other, depending upon the design, material, purpose etc. But, there are
some common operations which are designing, clicking, closing bottom
making and finishing. These may be summarized as follows:-
DESIGNING:
Designing is the first and foremost stage which decides the picture of
the product and process and how the end product will look like. Once the
design is finalized, there are two later stages which are:
PATTERN DEVELOPMENT:
The design which has been finalized on paper is now transferred on the
standard size o last (a metal, plastic or wooden mould in the shape o the oot
on which shoe is manufactured). After having the design, the sectional
patterns are developed. Sectional patterns are various parts in the shape of
which leather components are cut to be assembled together. Like in a shirt
three are various components like, sleeves, pocket, collar etc. Similarly there
are various parts of a shoe for which patterns are developed. These patterns
are used to cut leather components and test their accuracy and fitness. Once
they give satisfactory results, they are taken to be as final.
This job of pattern development was commonly done by designers by
their own hands. But in the latest development, some big organizations have
adopted the CAD-CAM system. The various dimension o the last are
introduced to the computer. The computer then gives the output in the form of
sectional patterns for the desired designs. After finalizing them, they are cut on
the hard sheet by means of a pattern cutting machine.
GRADDING:
Grading is a process in which the patterns of standards size are
converted into various lower and upper sizes.
CLICKING OF MATERIAL:
This can be termed as the second stage of footwear manufacturing. This
includes selection of proper material, their cutting and preparing them or
further stages. Here, selection of material required mainly for natural material
such as leather because being a natural material, there may not be uniformity
in the product. So to get a proper quality and uniformity in the finished product,
selection is done. In some large organization, there are scientifically equipped
laboratories or proper testing and selection of almost all materials. Next comes
clicking.
Clicking (or cutting) is the term used or cutting of materials in the
required shape. Mainly, the the upper and bottom materials such as sole,
insole, toe puff stiffeners are cut.
Traditionally, cutting is done manually by means of a curved metal blade
on a metal sheet. The sectional patterns which were developed in the
designing stage are converted and copied to make plastic or tin patterns.
While cutting, these patterns are placed on the material to be cut (say leather )
and the cutter moves the blade around the edges of the pattern to cut the
required component.
Today, the clicking machines have replaced this job. Clicking machines
may be big or small, depending upon whether the material is light or heavy.
This machine comprise of a pressure arm. The material required to be cut is
placed on the flat surface. Here metal dyes are used in place of sectional
patterns to be cut. The switch when pressed grings the pressure arm
downwards with force due to which the component is cut. Machine cutting is
very helpful where the cut component has to be very accurate as there may be
some possibility of slight variance. Another advantaged of clicking is that if
there are some perforations or punches in the design, they may be given in the
dye itself which punches.
Simultaneously while cutting Otherwise in hand cutting, punching is done later
by a hand puch and hammer.
PRINTING:
Due to the large number of components, there is always a possibility of
mixing up of various components with other sizes and articles. To avoid this,
size number and design number are written on the back side of the component
to avoid mixing. This is done be means of a color pencil or wax crayon.
As modern method printing machines are used to print size, article
number etc. this machine contains various alphabets and heated characters
are pressed over it to give an impression.
INSOLE MOULDING
This is an operation not found in the hand process. This operation
moulds the insole exactly in the bottom shanpe of the last which facilitates
better shape formation.
CLOSING
This is an important stage which involves a number of complicated
operations. The material already clicked is the raw material here which is
assembled together to
be converted into upper. This involves various operations which are as under:
SKIVING
Skiving is an operation which is performed to remove some material of
the edges of a component. This is done to any bulk material where two
components are combined together. The width and thickness of the substance
removed may differ as per the purpose of skiving, i.e. for underlay, folding etc.
Skiving by hand is done by means of a long metal blade commonly
known as “Rampi”. This skilled worker moves the blade on the portion required
to be skived, with varying force depending upon the thickness of the material
to be removed.
For mechanized skiving, a skiving machine is used. This machine has a
revolving blade and a grinder. The portions in a component to be showed are
inserted from one side and skived component come out from the other side.
There is no need to remove the blade to sharpen the edges as it gets
sharpened with the moving grinder. Another advantage of this machine is that
the width and thickness of the part to be removed can be set prior to operation
as per the requirement. This gives accuracy and required strength in the
component.
FOLDING
Folding as the word means is to turn and the edge to give the folded
edge, a more beautiful look. Folding in a footwear component is similar as it is
in a pant bottom. AS in pant, the bottom is turned and folded to hide the rough
edges and give a better look, similarly the raw edge to be folded and sticked.
There generally, the edge to be folded is skived prior to folding so as to
facilitate folding. To stick the turned portion, rubber adhesive mixed with water
is used.
Folding machines are a latest development which is not common even
in large manufacturing units. In this machine the synthetic adhesive which is in
crystal form is filled which melts in the heating chamber and comes from a thin
nozzle which spreads it on the required portion. A folding clip goes on turning
the portion and after a while when the molten adhesive solidifies the two
surfaces get permanently fixed sticked.
LINING ATTACHEMENTS
Lining material may be leather, leather split, synthetic leathers, rexines,
textiles etc. by hand attachments adhesive is applied on the surface of the
lining material and upper material and they are fixed together and hammered.
In case of machine attachments a hot iron press is used. The lining
material used here is self coated with dry adhesive. When heated, this
adhesive melts and the two surfaces get attached together when the pressure
is exerted. Lining attachement by means of machine is time saving, simple and
the attachment is compact.
PUNCHING AND EYELATING
Punching here is meant for eyelet fitting. A round punch and an eyelet
setter are used for this purpose. The punch of the required size is kept on the
mark and hammered. An eyelet is inserted into this punch and fitted with an
eyelet setter. But in case of eyeleting machine, both the operations took place
in one stroke, i.e. as soon as the punch is made, the eyelet is inserted and
fitted.
TEMPORARY ASEMBLING OF COMPONENTS
At the stage, components are assembled together as and where
required, by means of adhesive. To facilitate the attachment, marks are made
on the components where the other component has to come. This gives more
accuracy.
STITCHING
Stitching is an operation which can only be done by stitching machine,
whether in hand manufacturing or in machine manufacturing. The types of
machine may differ depending upon the type or purpose of stitch. There are
flat bed sewing machine, post bed sewing machine cylindrical bed sewing,
zigzag sewing machine, double needle machine, etc. earlier, the machines
were run by foot paddle, but now they are fitted with mechanical motor which
runs by electric power.
The latest developments in stitching machines are computer operated
stitching machines. The stitch lengths, point of stitch, speed etc are feeded
and the machine operates itself. These have got a very high speed and can
stitch hundreds of upper in a shift.
FINISHING
After the upper components are assembled together to give the shape
of upper. This upper is now ready to be send for next stage i.e. Bottom making
and finishing. But before that, the upper has to be finished, which means any
faults in the upper are either to b e removed or to be hidden. These include
removing any adhesive marks, scratches, dirt, extra threads etc.
BOTTOM MAKING & FINISHING
This is the last stage where the shoe is actually given its shape. This
includes a large number of manufacturing operations. These may be briefly
described as follows:
INSOLE ATTACHEMENTS
The molded insole is attached to the bottom of the last. By hand, it is
placed on the bottom and nailed at two or three points with the help of
hammer. For this purpose, a stapling machine is used which inserts metal
staple with force as and wherever required.
INSERTION OF REINFORCEMENTS
At this stage, commonly two reinforcement materials are inserted. One
in the toe is known as toe puff and the one in the counter that is above the heel
portion, is known as stiffener. In the hand made process, there is a
reinforcement cut in the required shape, coated with adhesive and inserted
between the upper and lining material.
A solvent activated is also used. This material when dipped in the prescribed
solvent softens and becomes sticky. This is now inserted on drying it becomes
harnd and takes the required shape.
In case of machine operation, the reinforcement material is heat
activated plastic sheet of varying thickeness. The machine has two jobs to
perform. One is to activated the reinforcement sheet and secondly to mould it
in the required shape. The cut reinforcement material is inserted in the upper
and placed on the machine. This heated press comes down with force. Due to
its high temperature, the reinforcement material softens and sticks to the
upper. The high pressure moulds it in the required toe or heel portion.
UPPER CONDITIONIONG
Upper conditioning means making the upper moist and soft so that it
can be stretched and molded on the last easily. For this purpose, there are a
number of methods. These include dipping the upper in a bucket of water or
keeping them on the kettle which contains boiling water. The conditioning
machine used for this purpose contains water jars. On heating, very hot steam
is relased and the upper gets moist and soft.
LASTING
Lasting is an operation which is most complicated and important at this
last stage. Lasting is generally performed in three stages, i.e. for part or toe
part lasting, seat or heel part lasting, and side lasting. Manually lasting is done
by means of iron pinches and nails. The worker doing this job, holds the last
tight between both his feet while sitting on the floor. He places the upper on
the last, holds the edges by means of pincers, pulls and stretches over the last
and inserts a nail so that the upper remains intact to the last. He keeps on
doing it at various points until the whole upper is lasted. This job can also be
done in a standing position where there is no need to hold the last by feet but it
is fixed in a jack placed over a table.
Today, in most of big manufacturing organization, lasting is done by
machines. This gives not only uniformity but also high speed of production. But
machine lasting is not done by a single machine, but is production. But
machine lasting is not done by a single machine, but is done by three different
machines. That is a different machine fore toe part, heel part and side lasting.
First of all, toe part lasting is done followed by heel part and then side. In the
lasting machine, hot melt adhesive is used which may either be polyester or
polyamide. But nails can also used in place of adhesive.
HEAT SETTING
The purpose of this operation is to heat the lasted upper so that- it takes
the shape of the last properly. In manual production, lasted uppers are simply
kept in sunlight for some hours. For mechanized production, there is a heat
setting machine. In this machine, three is a heat chamber through which the
shoe is passed amidst hot air and steam. The temperature and duration of
exposure to heat depends upon the upper material.
REMOVEL OF CREASES
There may be chances that in lasting process there may occur creases
at any point in a shoe. To remove these creases, hot iron is applied due to
which the leather shrinks and the creases are removed. For this purpose, a hot
blower machine is used in mechanized production . This machine gives a very
hot blow of air on the affected are and the creases get removed.
SOLE ATTACHING
Sole attaching is done mainly in three stages, i.e. applicant of adhesive
on sole and on the bottom of shoe, activating the adhesive and sticking the
sole and sole pressing. Application of adhesive is generally done by hand
using a brush. In more modern setups these days, automatic application
machines are used. After applying the adhesive on the sole and shoe, it is kept
for some time to dry up. The shoe and sole are than kept in a heating even to
activate the adhesive and as it is activated, the sole is placed on the bottom
and sticked to it. The shoe is then placed on the sole pressing machine and
pressed hard so that it sticks hard
FINISHING
Finishing may involve a number of operations depending upon the type
and quality of shoe.But commonly, finishing means means cleaning the shoe
and then polishing it. Cleaning means removing the marks, dust, adhesive etc
on the shoe and on the sole. Polishing is done after coloring.
In manual production, liquid polish of the color of the shoe is first applied
and brushed which gives shining to the shoe. In modern developments, spray
gun or spray chamber is used in which the color and polish in liquid form is
sprayed over the shoe to give it the required color and polish in liquid form is
sprayed over the shoe to give it the required colour and shine. Shoe making
operations come to almost and end here and the shoes are then sent for
inspection and packing
Company ProfileLiberty Shoes Ltd.
INTRODUCTION
Liberty in India’s No. 1 footwear brand and the 5th largest footwear
manufacturer in the World. Liberty produces footwear for the entire family, right
from the toddlers to the young at heart. Liberty Footwear is the only Indian
company that is among the top 5 manufacturers of leather footwear of the
world with a turnover in excess of U.S.$ 100 million. Producing more thant
60,00 pairs of footwear a day.
A range that is among the largest in the industry, covering virtually every
age group and income category. Marketed across the globe through 150
distributors, 350 exclusive showrooms and over 6000 multi-brand outlets, and
sold in thousands every day in more than 25 countries including fashion-
driven, quality-obsessed nations like France, Italy, and Germany.
“Steeped in a philosophy that has at its core innovation, technology and
advancement, we at Liberty, pride ourselves over and above everything else
on our healthy and heart-felt respect for the human ethos, which projects itself
in the expectancy and excitement with which one greets the arrival of the new
combined with a sincere and deep regard for the old, which is appreciative of
and adopts at every stage the unique balance between modernization and
tradition.”
Liberty as a brand is constantly evolving to keep pace with the changing
trends, styles, beliefs and aspirations of people while maintaining the sanctity
of certain traditions like workmanship and good value.
With people as its leitmotif, Liberty has for over 50 years, always stayed
in touch with the aspirations of every successive generation even as it
developed the largest range in the industry catering to every income bracket
and age segment. Using the patented ‘Humantech’ approach that combines
the best of talent with the latest in technology. From the price-conscious, value
for money seeking buyer to the trendy, global, price-indifferent customer from
the with it all attitude teenager to the conservative seen it all adult, just about
about every-body today finds a good reason for being in Liberty.
Liberty is today consolidating and expanding its following form the
fashion alloys to the sidewalks with styles that compliment the newest most
happening trends. And also by turning footwear selling into a byword for
personalized service in an ambience of five star comforts. This can be
experienced in the hundreds of liberty five star showrooms and shoe stations
in India and abroad. But beyond that lies another but equally significant
involvement.
It’s all about making a difference in the lives of thousands of people all
over India by ensuring direct and indirect employment. Creating wealth
sharing prosperity, and generating progress. Fro Liberty, there can be no
greater honors than that and no bigger reason for walking tall.
Credo
To ensure that the method we use is the latest technology world over.
To follow the highest standards of honest workmanship in whatever we make.
To walk that extra mile to ensure customer satisfaction worldwide.
To remain a true cosmopolitan to the spritit.
To remain a great corporation to associate with, to work, for, to know that –
“We are about People”
HISTORY
The liberty group is a success story of courage, determination, and
dedication. The group has built its empire from a small scale business
enterprise to one of the largest shoe manufacturer in India. Karnal based gupta
and bansal families (the founder of liberty group) have also pioneered in
fottwear export. The group has it own manufacturing facility in
LIBERTYPURAM (near Karnal) and three other in Gharunda (near panipat),
Karnal and in dehradun.
Started shoe business at Karnal in 1944
Started manufacturing in 1946 with 4 pairs a day
Named as liberty footwear Co. in 1954
Set up semi-mechanized manufacturing unit in 164
Switched over to 100% exports in 1968
Re-entered domestic market in 1983
Liberty Shoes Limited, the public ltd. company of the group started
commercial production in 1993.
Today the group comprises of five firms namely, Liberty Footwear
Company, Liberty Enterprises, Liberty Leather, Liberty Group Marketing
Division, and Liberty Shoes Limited. The group has an annual turnover
of Rs. 400 crorer and anticipates a turnover of Rs. 500 crore by the year
2005. From a humble beginning 60 years back, Liberty has indeed
come a long way
MAJOR MILESTONES
Liberty has a number of firsts to its credits like:
Liberty has developed new material TPE (Thermo Plastic Elastomer) for high
quality formal footwear. This material has better properties than PVC or TPR
conventionally used for formal footwear.
It introduced EVA (Ethyl Viny1 Acetate) direct injection molding for the
first time in Asia. The EVA technology uses very light material and the
footwear is made with direct injection system. The footwear weights next to
nothing and is very flexible providing maximum comfort. Liberty’s Gliders U
range is made with EVA technology.
Liberty has state-the-art production facilities to produce 50,00 pairs of
shoes per day. The group anticipates a production of 75, 000 pairs per day by
the year 2005.
PRODUCT DEVELOPMENT
Liberty is a pioneer in the area of R & D for footwear and has a number
of firsts to its credit.
2-way Channel partners of Liberty dig their feedback deep and
constantly, hammering the string of creative workmen at the manufacturing
centers to produce not just faceless shoes dancing down conveyer belts but
shoes with character. So the centers have poured 53 years of research and
continous flow of emotions to redefine the R & D center at Liberty the edge is a
ertically integrated infrastructure with complete in-house manufacturing
capabilities including * Desma machines for PU Direct Injection, 6 lines for
cement lasted construction, 15 machines for PVC Direct Injection and 3
machines for EVA Injection. All the units are interlinked by a SAP computer
network facility, which ensures every order, is delivered in time.
Liberty is a technology driven company. ‘Humantech’- Liberty’s patented
technology is a combination of human craftsmanship and technological
excellence.
Liberty has production facilities at following locations:
Libertypuram, Haryana
Gharaunda, Haryana
Karnal, Haryana
Dehradoon, Uttaranchal
PRODUCT RANGE
PRODUCT RANGE
Liberty has created a repertoire of 10 well developed brands, each one
of which has been painstakingly nurtured to cater to its specified target group.
Care has been taken to create a specific indentity for each brand and to
provide has latest international designs.
Today, the new range from Liberty is all about style, design, and
comfort. The range imbides the spirit of fun and is trendy to the core. There is
a product for every season and occasion.
Force 10 has long perceived to be the flagship brand of Liberty, Force
10, today is Synonymous with value for money fashion sports shoes. It is a
symbol of family force of Liberty which has 10 members. Targeted at the age
Group of 13-28 year old boys and men, Force 10 produces over 600,00 pairs
annually. Available in the range of Rs. 350 to Rs.1250, Force 10 looks with
“Life at a force of 10”
Coolers are the brand of men’s sandals and slip-ons. These sandals
cater to the age group of 21-45 yeas and are a stylish and comfortable
accompaniment to any apparel. The range is amongst the most sought after
during the summer months and over 1,000,000 sandals are produced every
yea. In the price range of Rs. 295 to Rs. 899, Coolers are indeed.
“Cool comfortable sandals”
Footfun has been created as an exclusive brand for children n in the
age group of 1 to 12 years. Children have their own peculiar requirements so
far as footwear is concerned. The Liberty Footfun addresses all concerns of
style, comfort, fitting as well as gives special emphasis to the flexiblility of the
footwear. Bright and vibrant colors are to the USP of the range and the
maintenance proof product add value for the children and parents alike.
The products in this category include sandals, infant and toddler range
of unisex shoes, sports shoes, and school shoes. The range is available in the
price range at Rs. 135.00 to Rs. 395.00 and sells over 2,400.00 paris annually.
It conforms to the tag line.
Non Stop Fun
Fortune comprises of men’s formal and casual shoes in Leather from
the House of Liberty. These shoes, meant for toady’s students and executives
in the age group of 18-45, combines the latest trends in formal wear abroad in
to the most formal footwear. It is a sign of good luck, a symbol of being
prosperous. The Fortune collection produces 600,00 pairs of shoes every year.
In the price range of Rs. 850-1495, these shoes promises,
“It takes some men places”
A symbol of light weight footwear, it gives a feeling of floating in air. It is
the most important brand of Liberty as it covers all segments, varieties,
colours, designs and price ranges. It is a mass brand of the company. Gliders
cater to the specific need of normal, semi-formal footwear as well as
Fortune
beachwear for the age group of 2-45 years. This range has something or the
other to cater to the requirements of children, young men and women. Over
45,00,000 paris of Gliders footwear are produced each year in the price range
of Rs. V125 to Rs. 1795. Gliders conform to the adage.
“Some things are just reight”
Senorita is a brand that caters to the high design and fashion styling
amongst young women. Bringing out the flair of each style, Senorita invites
young women in the age group of 14-26 to be comfortable as well as look the
most delicately brought out the latest designs for this brand. Ovwer 4, 50,000
pairs are produced in this range in the price category of Rs. 495 to Rs. 995.
Senorita invites women to retain their youthfulness, vibrancy and energy
through its tag-line
“Hey woman, stay girl”
Geo Sport exclusive professional sports shoes for 14-38 year olds; Geo
Sports is targeted at buddin and professional sportspersons. The shoes catr to
niche of professional sportwear, 15,000 pairs of shoes are created every year
in the price range of Rs. 895- Rs.1695. Geo Sport is important to serious
player.
“Because winning matters”
Warrior a range of safety shoes for institution sales and workers of the
age group 21-45 years comprise Warrior, because of its solid sturdy looks,
Warrior is also becoming quite a rage with the young boys and men. The
products line is available from Rs. 685-1195 and sells 4, 00,00 paris annually.
Windsor provides casual and formal shoes for the young executive in
the age group of 21 to 40 years. This brand caters to the need for power
dressing for the young executives and allows the busy executive to make a
statement in power dressing, which is as much at ease in the boardroom as in
the cocktail lounge.
The idea is to be comfortable wearing these attractive leather formal
shoes over long periods every day, in keeping with the hectic lifestyles today.
Over 750,000 paris of Windsor are produced annually in the price range of RS.
895 to Rs. 1999. Windsor truly believes.
“What’s life without a little comfort”
Tiptopp caters to providing comfortable and fashionable women’s slip-
ons and sandals. This range is synonymous with comfort, durability and neat
styling. Targeted at ladies in the age group of 24-40 years, this range sells
7,50,000 pairs annually. Available in the price range of Rs. 325 to Rs. 550
“Good looks and provides lasting comfort”
ADVERTISING AND PROMOTIONS
ADVERTISING & PROMOTION
The marketing division takes aggressive promotional exercise
throughout the year. Special marketing communication mix are devised for
special occasions like Diwali, ID, Christmas etc. company promotes its
products by adding value to the lifestyle and a part of the ambitions. It aims at
satisfying consumer’s esteem and self-actualization needs so that consumer
can relate themselves with the company. However, for promotion of its
product, the main instrument of the company is its “SHOWROOM POLICY”.
This policy aims at reaching more and more customers through Liberty
showrooms.
What is a customer ?
A customer is the most important person ever in this office -------------in
person or by mail.
A customer is not dependent on us ------------- we are dependent on him.
A customer is not dependent on us ------------ we are dependent on him.
A customer is not an interruption of our work--------- he is the purpose of
it. We are not doing a favour by serving him …………… He is doing us a
favour by giving us the opportunity to do so.
A customer is not someone to argue or match wins with. Nobody ever
wins an argument with a customer.
A customer is a person who brings us his wants. It is our job to handle
them profitably to him and to ourselves.
MARKETING
MARKETING
Marketing is a social and managerial process by which individuals and
groups obtain what they need and want through creating, offering, and
exchanging products of value with others.
Philip Kotler
This definition of marketing rests on some core concepts. These are
needs wants demands, products (Goods, Services and Ideas), values, cost,
satisfaction, exchange, transaction, relationship, and networks, markets, and
marketers.
Marketing is a process exchanging products of value with other with
giving each of them maximum benefit. Marketing concept is a business
philosophy that makes waves during 1950’s. The marketing concept holds the
key to achieving organizational goals consists of being more effective than
competitors in integrating marketing activities toward determining and
satisfying the needs and wants of target markets.
The marketing concept has been expressed in man colorful ways.
“Meeting needs fills them”
“Find wants and fills them”
“Love the customer, not the product”
“Have it your way”
“You’re the boss”
“Putting people first”
“Partners for profit”
INTEGRATED MARKETING
When all company’s department work together to serve the customer’s
interest, the result is integrated marketing. Integrated marketing works on two
levels. First, the various marketing. Integrated marketing works on two levels.
First, the various marketing functions like sales force, advertising, products
management, marketing research and so on to work together. Second
marketing must be well coordinated with other company departments.
Marketing does not work when it is merely department. It works only when all
employees appreciate their impact on customer satisfaction.
SOCIETAL MARKETING
The societal marketing concept holds that the organization’s task is to
determine the needs, wants, and interest of target markets and to deliver the
desired satisfaction more effectively and efficiently than competitors in a way
that preserves or enhances the consumer’s and the society’s well being
The societal marketing concept calls upon marketers to build social and
ethical considerations into their marketing practices. They must balance and
juggle the often conflicting criteria of company profits, consumer wants
satisfaction and public interest.
CONSUMER BEHAVIOUR
Consumer Buying Behavior
The decision process and acts of final household consumers associated
with evaluating, buying, consuming, and discarding products for personal
consumption.
Consider the purchase of an automobile. You generally will not consider
different options until some event triggers a need, such as a problem needing
potentially expensive repair. Once this need has put you “on the market”, you
begin to ask your friends for recommendations regarding dealerships and car
models. After visiting several dealerships, you test drive several models and
finally decide on a particular mode. After picking up your new car, you have
doubts on the way home, wondering if you can afford the monthly payments,
but then begin to wonder if instead you should have purchased a more
expensive but potentially more reliable model. Over the next five year, the car
has several unexpected breakdowns that lead you to want to purchase a
different brand, but you have been very happy with the services of the local
dealership and decide to again purchase your next care there.
In this particular case, the following generic model of consumer decision
making appears to hold:
Need recognition
Information search
Evaluation of alternatives
Purchase decision
Post purchase behavior
Now consider the purchase of a quart of orange juice. You purchase
this product when you do your grocery shopping once per week. You have a
favorite brand of orange juice and usually do your grocery shopping once per
week. You have a favorite brand of orange juice, you always go to the same
place in the store to pick it up, and never notice what other brands are on the
shelf or what the prices of other brands are. How is it that the generic model
above works differently in this second scenario ? Why does it work differently ?
Why would we generally need the ministrations of a sales person in the sale of
a car, but we generally do not need the help of a salesperson in the purchase
of orange juice ?
How can the marketer of orange juice get a consumer like you to exert
more effort into information search or to consider alternative products ? How is
it that the marketer of your brand got you to ignore alternative competing
brands ? What is the involvement of salespeople in sales promotions that
might be associated with products such as orange juice ? Consumer behavior
researchers are not so interested in studying the validity of the above generic
model, but are more interested in various factors that influence how such a
model might work and what are the factors, which influenced consumer-buying
behavior.
INFLUENCES ON THE GENERIC MODEL
External
Group
- e.g., cultural, family, reference group influence
Environmental/situational
- e.g., time of day, temperature and humidity, etc.
Internal
Lifestyle, personality, decision-making process, motivation
etc.
GROUP INLUENCES ON CONSUMER BEAHVIOR Culture
The set of basic values, beliefs, norms, and associated behaviors that
are learned by a member of society.
Note that culture is something that is learned and that it has a relatively
long lasting effect on the behaviors of an individual. As an example of cultural
influences, consider how the saleperson in an automobile showroom in the
U.S. must react to different couples that are considering the purchase o a car.
In some subculture, the husband will play a dominant role in the purchase
decision; in others, the wife will play a more dominant role.
Social Class
A group of individuals with similar social rank, based on such factors are
occupation, education, and wealth.
Reference Groups
Groups, often temporary, that affects a person’s values, attitude, or
behaviors.
E.g., your behaviors around colleagues at work or friends at school are
probably different from your behaviors around your parents, no matter
your age or stage in the family cycle.
Opinion leader
A person within a reference group who exerts influence on others
because of special skills, knowledge, personality, etc.
Family
A group of people related by blood, marriage, or other socially approved
relationship.
INTERNAL INFLUENCES ON CONSUMER BEHAVIOR
Personality
A person’s distinguishes psychological characteristics that lead to
relatively consistent and lasting responses to stimuli in the environment.
We are each unique as individuals, and we each respond different as
consumers. For example, some people are “optimizers” who will keep
shopping until they are certain that they have found the best price for a
particular item, while other people are “satisfiers” who will stop shopping when
they believe that they have found something that is “good enough” I you are a
salesperson in a retail shoe store, how might you work differently with these
two personalities ?
Lifestyle and Psychographics
Lifestyle is a pattern of living expressed through a person,s activities,
interests, and opinions.
Psychographics is a technique for measuring personality and lifestyles
to developing lifestyle classifications.
Motivation: multiple motives
Consumers usually have multiple motives for particular behaviour.
These can be a combination of:
Manifest
Known to the person and freely admitted
Latent
Unknown to the person or the person
Involvement has to do with an individual’s
Intensity of interest in a product and the
Importance of the product for that person
The purchase of a car is much more risky than the purchase of a quart of
orange juice, and therefore presents a higher involvement situation. This
modifies the way that the generic model works.
As involvement increases, consumers have greater motivation to
comprehend and elaborate on information salient to the purchase.
TYPE OF CONSUME PROBLEM-SOLVING PROCESS
Routine problem
Used when buying frequently purchased, low cost items
Used when little search/decision effort is needed
E.g., buying a quart of orange juice once per week
Limited problem solving
Used when products are occasionally purchased
Used when information is needed about an unfamiliar product in a
familiar product category.
Extended problem solving
Used when product is unfamiliar, expensive, or infrequently purchased
E.g., buying a new car once every five years.
POST-PURCHASE CONSUMER BEHAVIOR
Satisfaction
After the sale, the buyer will likely feel either satisfied or dissatisfied. If
the buyer believes that he received more in the exchange than what was paid,
he might feel satisfied. If he believes that he received less in the exchange
than what was paid, then he might feel dissatisfied. Disatisied buyers are not
likely to return as customers and are not likely to send friends, relatives, and
acquaintances. They are also more likely to be unhappy or even abusive when
the product requires post-sale servicing, as when an automobile needs
warranty maintenance.
MARKET RESEARCH METHODOLOGY
The methodology adopted for this market is explained below.
Defining the research Problem & objection
Developing the research plan for collecting information
Implementation the research plan-collecting & analyzing data
Interpreting & reporting
The research methodology adopted was Descriptive in nature. The
cross-sectional study has been used here. Information has been collected from
a given sample of population only once. The cross-sectional study is single in
nature, because only one sample respondents is drawn from the target
population.
Scope of the study
Area: Different area of Delhi had been covered the study.
Data collection:
We have used a formal questionnaire to collect data. The survey had
been done in two methods: telephonic interviewing and personal interviewing.
Telephonic interviewing was traditional in nature and in-home personal
interviewing was done.
Questionnaire:
We have used a questionnaire for data collection. The questionnaire
consists of questions that are judicious mix of both close-ended and open
ended questions. As the study was to study the choice criteria to decide upon
a company for shoe purchase and accordingly prepare the competitive update,
i.e. Liberty Vs others, hence open-ended question were necessary to get inner
information. Still, we made it as simple as possible.
RESULT ANALYSIS
The result obtained and data analysis is based on the questions framed
in the questionnaire. These questions are related to the attributes,
characteristics and performances of Liberty shoes. Following are the questions
used in deriving the customer satisfaction level.
Q.1. What were the reasons for selecting Liberty?
Q.2. Rating of overall attributes of the Liberty like
Appearance
Look
Color
Quality
Usage
Q.3. Rating of various characteristics of Liberty shoe like.
Price
Durability
Reliability
Efficiency
Performance
Dealers behavior
Q.4. Are the customer satisfied with the efficiency?
Q.5. Are the Customer satisfied with after sales services?
Thus keeping all the above attributes in mind a sample of 150
customers was selected and then intervened personally. The result has been
analyzed and tabulated from the next page.
Q. Reasons for selecting Liberty.
In the questionnaire it was asked to the customer for what reasons they
have purchased Liberty. The reasons may include price, reputed company,
quality, utility, design. With the following graph we can obtain the results.
41
2219
108
0
5
10
15
20
25
30
35
40
45
Quality Utility Reputatedcompany
Desin Price
Thus it has been observed that most of the customer’s have purchased
Liberty because of better quality. The percentage of customer bought Liberty
because of better quality is 41%. Utility is at second priority among the
customer surveyed with 22%. The percentage of customers who purchases
Liberty because of reputed company is 19% has been given least priority with
8% only. Thus the efficiency is the main criteria for the selection of Liberty.
Q. Customer opinion about the overall attributes of the Liberty?
With this question I come to know about customer’s opinion regarding
various of the tractor appearance, color, quality and usage.
1. Appearance
The appearance of the shoe is based the two derivates that is
interesting and boring. The customers are required to give their opinion on
these derivates weather the appearance is interesting or boring. This can be
derived from the following graph.
Very interesting49%
Fairly interesting 35%
Very boring10%
Fairly boring3%
Neither 3%
From the above chart we can derive that majority of customer say that
appearance is interesting 49% of customer say that of the appearance is very
interesting while 35% finds it fairly interesting. Only 10% of customers finds it
very boring and fairly boring respectively. Only 3% of the customers finds it
newer boring the interesting. So it can be concluded that almost all of the
customers are satisfied with the appearance of the snocs.
2. Colour combination
With the help of this attribute we can analyze whether the customer are
satisfied with the color of Liberty shoes produced by the company. Are they
satisfied with the color combination of the shoe they have purchased? Thus
attribute is based upon two criteria i.e. suitable and unsuitable. This can be
analyzed with the help of the histogram suitable and unsuitable.
35
31
16
11
7
0
5
10
15
20
25
30
35
40
Very suitable Fairly suiable Neither Fairly unsuitable Very unsuitable
From the above histogram we conclude that majority of customer are
satisfy with the color combination of their shoe. 35% of customers found it very
suitable whereas 31% of customers found it fairly suitable 16% of the customer
found it neither nor unsuitable 11% found it fairly unsuitable and 7% found it
very unsuitable.
Quality
The quality of the shoe can be determined on the bases of the two
derivates i.e. good and bad. The customers are asked to give their opinion
whether the liberty’s quality is good or bad. This can be analyzed with the help
of the following pie chart.
Fairly good, 39%
Very Good, 31%
Neither , 12%
Fairly bad, 11%
Very bad, 7%
From the above graph it is concluded that maximum number of
customer are satisfied with the quality of their shoe in which 39% found the
quality fairly good whereas 31% found quality very good 12% quality neither
bad nor good 11% of the total customer found quality fairly bad and 7% of the
customer found quality quality very bad.
Q. Rate the characteristics of Liberty?
It was asked by the customer to rate the various characteristics of
Liberty on the scale of satisfied, average and dissatisfied. The characteristics
are as follows:
Price
Durability
Performance
Efficiency
Reliability
Dealer’s behavior
The above attributes are the tools in analyzing the satisfaction level of the
customer with the help of chart and the graph. I have shown what the
customer feels about shoe. In the upcoming pages each and every
attribute with the help of graphs.
Price
Price is one of the main element of marketing, one always keep in mind
about the price while purchasing the product. In the same way the company
should also keep in mind the price of that product and quote the price of the
product in such a way so that the customer easily accept it. With the help of
the following we can find whether Liberty has succeeded its customer with its
price tag.
Satisf ied , 40%
Dissatisf ied , 47%
Average , 13%
From the above graph we can see that only 40% of the customers are
fully satisfy with the price of the tractor while 13% find it average. Majority of
Customer i.e. 47% are not satisfy with the price. The majority of customers are
mainly from rural markets and they find it quite hard to spend such an amount
on the shoe. So it is difficult for them to afford the heavy prices of the shoe.
DURABILITY
Durability of the shoe can be analyzed on the bases of the three
derivates i.e. satisfy average and dissatisfied with the help of the following
graph we can find out whether the customer are satisfied with the durability of
the shoe or not.
70
1812
0
10
20
30
40
50
60
70
80
Satisf ied Average Dissatisf ied
From the above graph we conclude that 70% customer are find
durability of the shoe satisfactory while 18% customer finds the durability
average. Only 12% customer are dissatisfied with durability.
RELIABILITY
Reliability of the shoe should also be determined while analyzing the
satisfaction level of the customer. This is also based on three derivatives as
the above attributes are with the help of the following graph of the following
graph we can find Liberty reliable or not.
Satisfied , 60%
Average , 25%
Dissatisf ied , 15%
From the above graph we may conclude that 60% o the customer find
the reliability of the shoe satisfactory while 25% o the customer find the
reliability of the shoe average. Only 15% of the customers are dissatisfied with
reliability of the shoe.
EFFECIENCY
One of the characteristics of the any durable product is its efficiency so
is in a shoe. It was asked to the customers whether the shoes are efficient or
not efficient in this case it can be analyzed on the bases o three derivatives i.e.
satisfied, average and dissatisfied. With the help o the following graph we can
find out what customer say about its efficiency.
Satisf ied46%
Average 39%
Dissatisf ied 15%
From the above graph we may conclude that 46% customer find the
efficiency of the shoe satisfactory while 39% find it average. Only 15%
customers are dissatisfied with the efficiency.
PERFORMANCE
Performance of the shoe should also be measured while analyzing the
satisfaction level of the customer. With the help of the following graph we may
find out whether the customers are satisfy with Liberty’s performance or not.
0
10
20
30
40
50
60
Satisfied Avera dissatisfied
From the above graph we may conclude that majority of the customer
are satisfied with the performance of the shoe. The percentage of the satisfied
customer is 52%, 38% customer found performance average whereas only
10% of the customers are dissatisfied with the performance.
DEALER’S BEHAOIOUR
One of the components while determining level is dealer’s behaviour.
Whether the dealer is maintaining proper relation or not. From the following we
can find out whether retailers are satisfy with the dealer or not.
67%
22%
11%
Dissatisfied
Satisfied
Average
From the above graph we may conclude that majority of the retailers are
dissatisfied with the dealers behaviour 22% retailers find the behaviour
satisfactory while 11% finds it average but 67% of the retailers are dissatisfied
with the dealer’s behaviour.
MAJOR FINDINGS
MAJOR FINDINGS:
The survey conducted has put forth many interesting in the market.
Some of these are discussed as under:-
New entrants in the market are pushing their product very aggressively.
There marketing compaings are very much effective and attractive.
It has been observed that most of the customers were not aware with
the quality and features of the product.
Design of Liberty’s product is not that mush effective. People find that
other competitor’s design and color combination is quite impressive.
Customers usually add his shoe with his lifestyle as now they don’t want
to purchase one shoe for all the occasion.
Most of the consumers were satisfied with the product’s raw material
quality and its performance as Liberty’s shoes are known as a durable
product.
Most of the retailers were not satisfy with dealer’s behaviour. They said
that company should give emphasis shoes are known as a durable
product.
According to retailers, company does not understand the importance of
distribution system. Due to that retailers are turning towards other
companies for stock to sale. In fact I saw products of other companies
for stock to sale. In fact I saw products of other companies stocked in
some of the liberty’s exclusive showroom.
Most of retailers were not satisfy with the dealer’s behaviour. They said
that company should give emphasis on developing and managing an
efficient and broad distribution system.
According to survey, price does not matter while making purchase
decision.
On the utility front, liberty score high. It has a very good usability
Consumers are very much satisfy with quality of the product.
Major findings of this survey said that company is losing its position in the
market slightly. Still company has a very good prestige in the market.
Company can make full of that prestige but it has to do something special to
attract the customer.
SUGGESTIONS & RECOMMENDATIONS
MAJOR RECOMMENDATIONS:-
The survey conducted has put forth many interesting findings in the
market. On the basis of these findings we can recommend following
suggestions.
A special marketing campaign should be started in the unexplored
regions where company does not have its reach.
The market is, by and large, unaware about the features and quality of
the products of liberty.
The company has the option of reducing the cost of production, so that
the price sensitive consumer can also be covered by the effective
marketing strategy
Company can exercise separate product mix, marketing mix and a
differentiated marketing communication mix for the marketing campaign.
Company should concentrate more bn advertisements and sales
promotions through different media.
There is enough demand in rural areas for liberty products. After
liberalization, standard of living and purchasing poere of rural people is
on the rise. There is a great scope in rural market as compared to the
urban markets because major portion of urban market is already
saturated. By adopting an appropriate rural-marketing strategy, the
liberty shoe limited can push up sales up o a great extan.
Company’s advertisements are not very attractive. Company should
make them more interesting and effective.
SWOT ANALYSIS
SWOT ANALYSIS
STRENGTH
Established brand name.
Bondage between company and employees.
Customer’s fith.
Wide Dealers network.
Economies of scale
Infrastructure
Leaders in quality
WEAKNESS
After sales service like replacement of shoe is very poor.
Company representative doesn’t visit dealers frequently.
Price of products offered is not satisfactory.
Sustained growth rate.
OPPURTUNITIES
Have the opportunity of grabbing the market share through lunching of
new & wide range of products with new designs.
Wide market in low price shoes as most population is financially weak in
our country.
Existing successful products of company.
Increase sales by giving incentives to sales officers and dealers.
Develop market sensitive product line.
Globalizaion
THREATS
Cut throat Competition
Due to lack of good design of products and good after sales service th
company can lose hir customer to other companies who provide good
quality of product and after sales service.
Competition for resources
New entries in the market
Unforeseen conditions.
CONCLUSION
CONCLUSION
This project is based on the study of “Customer perception and market
potential about “LIBERTY SHOES”. The market of Liberty is prosperous &
customer perception about it is good. Major findings include that although
company holds a very good reputation in the market, it failed to satisfy
customers on few aspects. Although the company offers very good products
quality but slightly on a higher price, and few problems like unattractive
designs, low customer preferences in comparison with MNC’s like Nike,
Reebok, bad color combination, effective presence only in northern part of the
country are few problems with the Liberty. Lack of good advertising &
promotional Strategies has made Liberty to fall little low in the number game.
The company should improve he technology and designing process according
to latest fashion and trends in the apparels market. Company is facing stiff
competition from Action, Lakhani, Bata, Red Tape, Lee cooper Red Chief,
Nike, Adidas, Reebok. Apart from hat company can indulge in promotional
activities in rural areas where market potential is really good.
LIMITATIONS
LIMITATIONS
Every project comes with a new challenge. And what is a challenge
without difficulties. I also faced many difficulties while doing the project. And
those situations gave me a learning, which would help me throughout my life.
Due to paucity of time, the sample size taken was small (150).
The result may have been influenced by the composition of the sample
and use of non-probabilistic sampling technique.
I had to study the choice criteria to decide upon a branded shoe and
accordingly prepare he competitive update, i.e. Liberty shoes VS other
companies. I have got 25 days to complete the study. So, he time period
was not such to have a comprehensive analysis.
The people were generally very busy and so, it was really very difficult to
get time from them to fill-up the questionnaires. Also, hey were very
reluctant of provide information which was very necessary for the
purpose of the study.
The sample may not give true picture about the entire population.
BIBLIOGRAPHY
BIBLIOGRAPHY
Marketing management – Kotler Philip
Research metholodgy-Kothari-C.R.
Footwear Digest
Footwear and leather Fashion
World footwear
www.libertyshoes.com
www.google.com
APPENDIX
Questionnaire
(1) What is your age /
(15-25)
(25-40)
(40-55)
(Over 55)
(2) Occupation ?
Student
Professional
Service man
Business
(3) What type of footwear you prefer to buy ?
Leather Shoe
Sports Shoes
Sandal
Chappal
Belly
(4) Which type of shoes you prefer to buy ?
Branded
Local made ]
(5) If branded, which brand most appeal you ?
(6) Rank these Indian brands as per your perception ?
Action
Adidas
Lee cooper
Nike
Red tape
Reebok
Bata
Lakhani
Liberty
Woodland
(7) Rating of overall attributes of the Liberty like
Appearance saits. Average unsatis.
Look saits. Average unsatis.
Color satis. Average unsatis.
Quality satis. Aerage unsatis.
Usage Price satis. Aerage unsatis.
Durability satis. Aerage unsatis.
Reliability satis. Aerage unsatis.
Efficiency satis. Aerage unsatis
Performance satis. Aerage unsatis
(8) Which is the best brand in your view ?
Leather _________________________
Sports __________________________
(9) What things you see before purchasing a shoe ?
1- Price
2- Quality
3- Brand Name
4- Design
5- Previous Experience
(10) Have you ever use liberty footwear ?
(11) What are the main things you like about liberty ?
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(12) What are the main drawbacks of liberty ?
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(13) Would you like to buy liberty again ?