Consumer buying behavior toward local footwear instead of branded footwear Introduction: Local footwear are those which

are manufactured locally or produce within the region and easily available for that particular region and others as well. Pirated products are available everywhere in free range in home or region. There is a huge variety of such kind of products which are same as branded products. A large number of consumers who are using local or pirated products. There are 2.3 billion people who are using pirated products (Huang et al). Mostly consumers use pirated products to show high social status. When everyone aware about the quality of pirated/local products then why they purchase the local products. The estimated cost on local products is up to $200 billion per year (chaudhry et al). This study is conducted to explore the attitude of the consumers towards the purchase of local/pirated products. Why consumers are attracted to purchase local products instead of branded consumer that enforce them to buy local footwear. By this study we explore the factors that influence the reasons of consumer intention to buy local footwear knowingly.

Problem statement
Consumers preference about local footwear and non branded footwear. When consumers know the quality of local footwear then why they purchase local footwear. When the brand has so many positive aspects and benefits. Consumers often purchase the branded footwear due to its positive benefits and inspiration they feel and represent (Nia & Zaichkorosky 2012). Through literature review we come to know that there is no difference in branded and pirated products (McDonald, 2011) Due to cheap price and look original in market (Mason, 2011).

Research objective (s)

The research study tends to follow and achieve specific objectives. The objectives of this particular study are:To know the personal views of the people regarding various local footwear. To study which local footwear is mostly preferred by people as per their choices. Comparison between various local footwear or branded footwear. Find out factors influencing the people at the time of purchasing footwear such as Quality, Durability, Variety, and Price. To investigate the factor that influences the local footwear towards brand awareness. To determine which variable is the most important factor influencing the local footwear towards brand awareness? To suggest some recommendations for local footwear in order to create brand awareness.

Research question (s)

What are the factors that influence the consumer to buy local footwear? What are the factors that build the consumer attitude to buy local footwear?

And, what are the impacts of demographics?

Aim of the study

Our purpose of this study why people purchase pirated brand, when they know that local products are not as good as branded.

There are multidimensional (Past purchase experience, age, Race, culture, moral avoidance) of bands. There are many factors that cause the avoidance of consumption of brand (international review of business research papers).

Proposed Research Methodology

Research methodology is a way to systematically solve the research problem, it not only takes the research methods but also consider the logic behind the methods. The study of research methodology for developing the project gives us the necessary training in gathering materials and arranging them, participation in the field work when required, and provides training in techniques for the collection of data appropriate to particular problems.

Sample selection (Size and Techniques) SAMPLE While deciding about the sample of research, it is required from the Researchers point to pay attention to these under mentioned points:

a) Sample Units: A decision has to be taken concerning a sampling unit before selecting a
sample, sampling unit may be a geographical one such as state, district, village etc. so in this research sampling unit is Gujranwala area

b) .Source of Data: Data required for the study was collected through primary sources i.e.
market survey.

c)

Sampling Size: This refers to the no. of items to be selected from the universe to constitute a sample. This is a major problem before the researcher. The size of sample should neither be excessively large not too small, it should be optimum. This size of population must be kept in view for this also limits the sample size. Sample size in this research is 350.

INSTRUMENTS USED Primary data collected through sample survey from the selected elements in malls and super markets. So for this purpose I have most popular tool of primary data collection through direct communication with respondents. The tools I used are questionnaire.

METHOD OF DATA COLLECTION

Actually data is of two kinds which are followinga) Primary Data: primary data are those, which are afresh and for the first time and this happen to be original in character. b) Secondary Data: secondary data are those data which have already been collected by someone else and which have already been used as per required. There are basically two sources to collect secondary data a) Internally: provided by company/organization b) Externally: various publication of central, state and local government. Books, magazines, newspapers Internet

After only keeping in mind one can think about what type of data has to be collected during research as our research is concerned I have to gather primary data for customer preference.