This study attempts to analyze the factors influencing the purchase decision of shoes by the consumers in Kolkata. Individual buyers take different factors into consideration while purchasing any commodity, which is a necessity. The probable factors have been classified into four groupsproduct, price, place and promotion. Based on the ranks provided to the factors by the respondents, opinion scores have been calculated to evaluate the relative importance of the factors in purchase decision making. This study focuses on whether the importance assigned to the different factors vary across gender and income. Identification of the factors will help the shoe-making companies to tailor their marketing and manufacturing strategies to take advantage of these influences in a way that will satisfy both the consumers and marketers. The paper also helps the companies to clearly understand the consumer behavior, so that they can formulate effective strategies and help develop the company and the industry at large.

The footwear industry is an important segment of the leather industry in India. India ranks second among the footwear producing countries next to China. It is a labor-intensive industry with concentration in the small and cottage industries. India produces more of gents' footwear while the world's major production is in ladies' footwear. The major production centers in India are, Jalandhar in Punjab, Chennai, Ranipet, Ambur in Tamil Nadu, Mumbai in Maharashtra, Agra and Kanpur in UP and Delhi.

Previously, Bata India was the most prominent player in Kolkata who marketed their goods through multiple stores. Now there are various prominent players in the market, such as Khadim's, Sree Leathers, Elite Footwear and the like. They mostly cater to the needs of the middle class segment. There are numerous other small manufacturers (unbranded) who cater to the needs of the lower income segment. There are also brands catering to the needs of the higher income group like Woodlands, Mochi, Reebok, Nike and Adidas.

The present study attempts to identify the various factors that influence the purchase decision of individuals. Shoes are necessities, and hence, are purchased by people of all income segments. Marketing mix is a set of marketing tools that the firm uses to pursue its marketing objectives in the target markets. It includes four variables—product, price, place and promotion (4 Ps). It also includes everything the firm can do to influence the demand for products. The manufacturers and marketers formulate various strategies based on these factors. This study considers the influence of these factors on the customers on the basis of importance assigned by them to these factors. Identification of the factors will help them to tailor their marketing and manufacturing efforts to take advantage of these influences in a way that will satisfy both the consumers and marketers. The paper helps the companies to deeply understand the consumer behavior so that they can formulate effective strategies and help develop the company and the industry at large.

Management Research Journal, Consumer Buying Behavior, Decision Making Process, Footwear Industry, Leather Industry, Marketing Tools, Cultural Components, Marketing Mix, Radio Advertising, Newspaper Advertising, Departmental Stores.