Research Study on Consumer Perception Towards Liberty Shoes (Footwear) in Agartala City.

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Holy Cross College, Agartala
Affiliated with Tripura University (A Central University)
An ISO 9001: 2015 Certified Institution
“NAAC accredited with “A” grade”
EXTERNAL PROJECT REPORT
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR
THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION
SESSION 2019
Topic:
“A STUDY ON CUSTOMER SATISFACTION OF LIBERTY
SHOES Ltd. IN AGARTALA.”
Name: Hridoy Kr Deb
Roll No: 1525010086
Registration No: 020874
Department: Business Administration
Semester: 6th
Semester
Guided by – Mrs. Sharmili Chakrabarty (Internal Guide)
– Mr. Jayanta Paul (External Guide)

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DECLARATION
I Hridoy Kr Deb having university Roll No: 1525010086 and Registration No: 020874,
student of Holy Cross College, Jubatara Lembucherra, Agartala Tripura 799210, of 6th
semester BBA (Marketing) from the department of Business Administration do hereby
declare that I have completed the project on the topic of “A study On Customer Satisfaction
of Liberty Shoes Ltd. In Agartala.” For the academic year 2019 is an original and
authenticated work done by me under the guidance of Mr. Jayanta Paul (Owner & manager
of Liberty Agartala) and under the internal guidance of Mrs. Sharmili Chakraborty
(Assistant Professor of Holy Cross College).
The analysis and the findings of the project is for academic purposes only and I
declare that this project report is based on the information collected by me and have not been
submitted by any other University or Institution.
Signature:
Hridoy Kr Deb
BBA 6th
Semester (Marketing)
Dated:
Place: Holy Cross College, Agartala

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Certificate
This is to certify that the project entitled, “A Study On Customer Satisfaction
of Liberty Shoes Ltd. In Agartala” by Hridoy Kr Deb of BBA 6th
semester
Marketing Specialization has been successfully completed the project report
under my guidance for the academic year (2019) in partial fulfilment for the
requirement of rewarding a Bachelor of Business Administration degree from
our institute.
The information and data given in the report is authentic to the best of my
knowledge and do certify that the project report will be kept confidential and
assured that it will not be submitted to any other institution or organisation.
Internal Guide-
Mrs. Sharmili Chakrabarty
(Assistant Professor)
HOD- Department of BBA
Mr. Sushobhan Sengupta
(Assistant Professor)

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ACKNOWLEDGEMENTS
The success and final outcome of this project required a lot of guidance and
assistance from many people and I am extremely privileged to have got this all
along the completion of my project. All that I have done is only due to such
supervision and assistance and I would not forget to thank them.
I am thankful to and fortunate enough to get constant
encouragement, support and guidance from my guide “Madam, Sharmili
Chakrabarty” in the completion of the project.
I am very grateful to Mr. Jayanta Paul for his valuable time
and cooperation during the internship period and have provided me with his
assistance and support whenever needed that has been significant in the
completion of the project report.
I would like to express my special thanks of gratitude in
completing the project report especially my Head of Department Sir,
Sushobhan Sengupta & other faculties of our college.
I would also like to thanks each and every person who is directly
and indirectly helped me in completing the project report. Thanks to my parents
and friends for their support. My sincere gratitude to all respondents for their
invaluable time, acknowledging that, this study would not have been possible
without their assistance and support.
Hridoy Kr Deb
BBA 6th Semester (Marketing)

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PREFACE
As per the curriculum of BBA 6th
semester under Tripura University, we had to undergo
through a project study due to which I had approached Liberty Shoes (Agartala) for this
purpose and got an opportunity to prepare a project report under them on the “A Study On
Customer Satisfaction of Liberty Shoes Ltd. In Agartala” In this report I have devoted my
best efforts to gather and analyse the data to the highest level of accuracy.

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Project Description
I had completed the project under the internal guidance of Madam Sharmili
Chakrabarty and external guidance of Mr. Jayanta Paul. The project report is
based on primary and secondary data, and used the convenient sampling
method to gather these data. Sample size of the project report is 70. This project
is a part of study, and focuses on the consumer satisfaction towards Liberty
Shoes in Agartala. Through this project report will spectate the consumer
satisfaction and perception towards purchasing Liberty footwear’s.
Analyse of Customer Satisfaction has become a very important component in
giving outstanding customer service. By increasing popularity of customer
relationship management companies are now placing more importance on
customer satisfaction and their relationship with customers. Many of the
manufacturers are adjusting flexible strategies to attract the customer from
various classes.
This project report will first study the attitude of consumers towards Liberty
Shoes Ltd. products, also determining the factors which influence the customers
to purchase products from Liberty Shoes. The second part of the project report
will depict the attributes of Liberty Shoes influencing the purchase decision by
the respondent. It will also determine the issues regarding the products being
offered by Liberty Shoes Ltd.

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CONTENTS
SL No. Title
1. CHAPTER 1
 Company Profile and History
 Product Range
2. CHAPTER 2
 Marketing: Basic Fundamentals
 Consumer Behaviour
3. CHAPTER 3
 Research Methodology
 Objectives of the Research
 Sources of Data Collection
 Limitations
4. CHAPTER 4
 Data Analysis & Interpretation
 SWOT Analysis
5. CHAPTER 5
 Findings
 Recommendations
 Conclusion
 Bibliography
 Reference
 Annexure

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Chapter 1
Company Profile and History
Liberty Shoes Ltd. Is the only Indian company that is among the top 5 manufacturers
of leather footwear in the world with a currently turnover exceeding INR.600 crore (U.S.
$150 million). Liberty Shoes Ltd. Is an India-based holding company. The company is
engaged in the business of manufacturing and footwear and accessories through its retail
and wholesale network.
Liberty Shoes Ltd. Produce more than 50,000 pairs of footwear a day covering
virtually every age group and income category. Products are marketed across the globe
through more than 100 distributers, 400 exclusive showroom and over 5000 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.
With more than 50 years of excellence, today Liberty produces footwear for the entire
family and is a trusted name across the world. In the domestic market it is one of the most
admired footwear brands and holds the largest market share for leather footwear. Liberty
Shoes Ltd. is the Second Largest footwear company in India.

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History
It was the 25th
December of 1954 when India was nurturing its growth as a free
country, three dreamers in a small town in erstwhile Punjab thought of producing an Indian
brand of footwear to make a basic necessity available to their countrymen.
Mr. D P Gupta, Mr. P D Gupta, Mr. R K Bansal allowed their vision to cross every
barrier and brought cutting-edge technologies to their own country. Within a short span of
time, the name, Liberty became a synonym to quality footwear in the domestic market and
this encouraged the company to invest further for enhancing production capacities and cater
to the demands of international market.
With 50 years excellence, today Liberty produces footwear for the entire family and is
a trusted name across the world. In the domestic market it is one of the most admired
footwear brand and holds the largest share for leather footwear.

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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 identity for each identify for each brand and to provide the latest
international design.
Today, the new range from Liberty is all about style, design, and comfort. The range
imbibes the spirit of fun and is trendy to the core. There is a product for every season and
occasion.
Force 10 – “Life at a force 10”
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 600,000 pairs annually. Available in the range of ₹350 to ₹1250.
Coolers – “Cool Comfortable Sandals”
Coolers are the brand of men’s sandals and slip-ons. These sandals cater to the age group of
21-45 years and are a stylish and comfortable accompaniment to any apparel. The range is
amongst the most sought during the summer months and over 1,000,000 sandals are
produced every year. In the price range of ₹295 to ₹899.

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Senorita – “Hey woman, stay girl”
Senorita invites women to retain their youthfulness, vibrancy and energy through its tag line.
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 design for this
brand. Over 450,000 pairs are produced in a year in this range in the price category of ₹ 495
to ₹995.
Footfun – “Non Stop Fun”
Foot fun has been created as an exclusive brand for children in the age group of 1 to 12
years. Children have their own peculiar requirements so far as footwear is concerned. The
Liberty foot fun addressed all concerns of style, comfort, fitting, as well as gives special
emphasis to the flexibility of the footwear. Bright and vibrant colours are to the USP of the
range and the maintenance proof products 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 ₹135 to ₹395 and
sells over 2,400,000 annually. It conforms to the tag line the brand used.

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Liberty Warrior
Warrior is a range of safety shoes for institution sales and workers of the age group of 21-45
years comprise Warrior, because of its solid study looks, Warrior is also becoming quite a
rage with the young boys and men. The product line is available from ₹685 to ₹1195 and
sells 400,000 pairs annually.
Fortune – “It takes some men places”
Fortune comprises of men’s formal and casual shoes in leather from the house of Liberty.
The shoes, meant for today’s student and executives in the age group of 18-45, combines the
latest trends in formal footwear. It is a sign of good luck, a symbol of being prosperous. The
Fortune collection produces 600,000 pairs of shoes every year. In the price range of ₹850 to
₹1495.

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Geo Sport – “Because winning matters”
Geo Sport exclusive professional sports shoes for 14-38 years old’s, Geo Sport is targeted at
budding and professional sportspersons. The shoes cater to niche of professional sportswear,
15,000 pairs of shoes are created every year in the price range of ₹895 to ₹1695
Gliders – “Some things are just right”
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, design 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 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
pairs of Gliders footwear are produced each year in the price range of ₹125 to ₹1795.
Liberty shoes have some more brands to cater the domestic and international market also
including Windsor and Tiptop etc.

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Chapter 2
Marketing: Basic Fundamentals
“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.”
- Phillip Kotler
This definition of marketing rests on some core concept. These are – needs, wants,
demands, products (goods, services and ideas), values, cost, satisfaction, exchange,
transaction, relationship and network, markets, and marketers.
Marketing is a process of exchanging products of value with others with giving each
of them maximum benefit. Marketing concept is a business philosophy that makes waves
during 1950’s. The marketing concepts 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 market. The marketing concepts has
been expressed is many colourful ways.
Integrated marketing is done 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 functions like sales force, advertising, product
management, marketing research and so on to work together.
Secondly 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.
The Social 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 competitor in a way that preserves or enhances the consumer’s
and the society’s wellbeing.
The societal marketing concepts cells upon marketers to build social and ethical
consideration into their marketing practices. The must balance and juggle the often
conflicting criteria of company profits, consumer wants, satisfaction and public interest.

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Consumer Behaviour
According to Engel, Blackwell and Miniard (1995), consumer behaviour is defined as
the study of individuals or groups in obtaining, using and disposing of products and services,
including the decision making process and the processes preceding the behaviour following it.
Consumer behaviour can be explained on a macro level and micro level views. The
consumer behaviour involves in examining the reasons for the behaviours of the customers
more than the examination of the consumer actions.
Considering the macro level, the interests of the marketers lie on the demographic
changes, society’s value, beliefs and practices that affect the way the customer interact in the
marketplace. In the micro level view, consumer behaviour concentrates the human
behaviour and the reasons behind the behaviour. Consumer choice is one of the key and
important aspects of consumer behaviour. The relevance consumer choice and the decision
making process is also depicted in the theory of utility in economics.
Consumer behaviour researchers are more interested in various factors that what
are the factors or which influenced consumer buying behaviour. External factors which
influence a customer buying behaviour e.g. culture, family, reference group, environmental/
situational, temperature, humidity etc. The Internal factors which influence a customer
buying behaviour e.g. lifestyle and psychographics, personality, decision making process,
motivation etc.
The Consumer Decision Making process is reasonably straight forward means of
identifying the level of consumer commitment towards purchasing a product or service. It
includes five recognised steps in the consumer decision-making process which are
first, Need Recognition is the stage which occurs when the consumer establishes that they
need a product or service (Kotler et al 2009). Several precursors can prompt need
recognition including advertising and recommendation.
Second, Information Search arrives once a consumer has decided that they need to
purchase a product or service then they will begin to search for information surrounding the
products. The sources of information available to the customer are numerous and include
internet, print media, newspaper, TV commercials etc.
Third, Evaluation of Alternatives occurs once this information has been gathered
than the consumer will evaluate the alternatives and based on their personal interpretation.
Fourth, Purchase Decision is the stage where the consumer will make a decision to
purchase a product or service after all the previous stages of decision making process. If a
consumer has previously received a product or service which they are happy with, then in
future they are likely to repeat the purchase meaning they will jump straight to this stage in
the process of decision making.
Fifth, Post Purchase Evaluation is the final stage, after the product or service has
been purchased. Consumers retrospectively evaluate their purchase decision against their
original assessment and purchase criteria, identifying the extent to which an item has meet,
exceeded or even failed to meet expectations of the consumer.

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Chapter 3
Research Methodology
Research methodology is the systematic, theoretical analysis of the methods applied
to a field of study. It comprises the theoretical analysis of the body of methods and principles
associated with a branch of knowledge.
The research methodology defines what the activity of research is, how to proceed,
how to measure progress, and what constitutes the success. It provides us an advancement of
wealth of human knowledge, tools of the trade to carry out research, tools to look at things in
life objectively; develops a critical and scientific attitude, disciplined thinking to observe
objectively; skills of research particularly in the ‘age of information’. Also it defines the way
in which the data are collected in a research project.
Data Source
Research included gathering both primary and secondary data.
Primary Data
● Questionnaire
● Observation
Secondary Data
● Websites
● Journals
● Presentations
Research Objectives
 To study the tastes, preferences, and buying behaviour of consumers in case of
footwear of Liberty Shoes Ltd.
 To study the factors influencing the purchase of Liberty footwear such as quality,
durability, variety, price etc.
 To study the satisfaction level of customers towards Liberty footwear.
 To know expectation and requisite of all Liberty footwear customers.
 To study the attitude and perception of consumer towards footwear’s of Liberty Shoes
Ltd.

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Sources of Data Collection
 Primary Data :
By primary data we mean that these are those data which are collected for the first
time and it is raw data.
The primary data has been collected by me in the form of observation method and
collection of data through questionnaire.
 Secondary Data :
Secondary data are those data which have been collected by someone else and which
have already been passed through the statistical process.
Secondary data is collected from the official websites, internet, articles and
presentation.
Limitations
 Limited time span.
 Many of the respondents were not willing to fill the questionnaire.
 Respondents were hesitating to give information about the products freely.
 Respondents were having lack knowledge about features of footwear’s.
 Area of the research done is small.

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Chapter 4
Data Analysis & Interpretation
Data analysis and interpretation is the process by which sense and meaning are made of the
data gathered in qualitative research, and by which the emergent knowledge is applied to
client’s problem. This data often takes the form of records of group discussion and
interviews, but is not limited to this. Through processes of revisiting and immersion in the
data, and through complex activities of structuring, re-farming or otherwise exploring it, the
researcher looks the pattern and insights relevant to the key research issues and uses these to
address the client’s brief.
The nature and goal of interpretation will vary from business to
business, likely correlating to the type data being analysed. While there are many different
types of processes that are implemented based on individual data nature, the two broadest
and most common categories are “quantitative analysis” and “qualitative analysis”.
Q.1 Are you aware about the brand Liberty?
Interpretation: The above pie-chart represent that 97% of the respondent were aware about
the brand Liberty Shoes Ltd. And the rest 3% of the respondent were unaware about the
brand Liberty Shoes Ltd.
Yes
97%
No
3%
Awareness
Yes No

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2. Which type of shoes do you like to wear?
Interpretation: The above diagram represent that most of the respondents like to wear
casual shoes (44 %). 33 % of the respondents like to wear sports shoes. 16 % of the
respondents like to wear formal shoes and the rest 7% of the respondents like to wear other
type of shoes.
3. Do you think advertisement affect your purchasing decision?
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23
31
5
0 5 10 15 20 25 30 35
Formal
Sports
Casual
Other
Type of Shoes they like to wear
87%
13%
Advertisement affect your purchasing decision?
Yes
No

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Interpretation: The above pie-chart represent that most of the respondents (87%) thinks
advertisement does affect their purchasing decision where only 13% of the respondents thinks
that advertisement does not affect their purchasing decision.
4. How often you buy Liberty footwear?
Interpretation: The above diagram represent that most of the respondents (41%) purchase
Liberty footwear once a year and 33% of the respondents were uncertain about how many
times they used to purchase Liberty footwear in a year. 19% of the respondents purchase
Liberty footwear twice a year and 7% of the respondents purchase Liberty footwear thrice a
year.
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13
5
23
ONCE A YEAR TWICE A YEAR THRICE A YEAR INEXACT
How many times you purchase?

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5. What features of Liberty footwear you like while purchasing?
Interpretation: The above diagram represent that most of the respondents (40%) like the
feature ‘trendy’ while purchasing a Liberty footwear. Where 33% of the respondents prefer
the style of Liberty footwear while purchasing. 19% of the respondents like the colours of
Liberty footwear while purchasing. 8% of the respondents like the other features of Liberty
footwear while purchasing.
6. From where do you like to purchase Liberty brand shoes?
Colour, 13
Trendy, 28
Style, 23
Other, 6
0
5
10
15
20
25
30
35
Preferrable features of Liberty footwear
Online
Exclusive
Showroom

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Interpretation: As per the data gathered I have made the above diagram and from it we can
clearly say that most of the respondent (63%) like to purchase Liberty shoes from the
exclusive showroom. And the rest 37% of the respondent like to purchase Liberty shoes from
online shopping sites which is more convenient according to them.
7. What influenced you to purchase Liberty footwear?
Interpretation: From the above diagram we can clearly see that most of the respondent
(77%) were influenced to purchase Liberty footwear by themselves. 16% of the respondents
were influenced by their friends. 6% and 1% of the respondents were influenced to purchase
Liberty footwear by their family and relatives respectively.
Friends, 11
Family, 4
Realtives, 1
Yourself, 54
0
10
20
30
40
50
60
Friends Family Realtives Yourself
What influenced you to purchase?

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8. What kind of promotional tool you want to get as a customer?
clearly say that majority (44%) of the respondents wants to get “Buy One Get One” as a
promotional tool while purchasing from Liberty footwear. 33% of the respondent wants to
get “Discount” while purchasing. 13% of the respondent wants to get “Free Gifts” while
purchasing and 10% of the respondent wants to get “Lucky Coupon” as a promotional tool
while purchasing Liberty footwear.
9. Which is the most important factor when you select a footwear?
7
23
9
31
0
5
10
15
20
25
30
35
Lucky Coupon Discount Free Gift Buy One Get One
Promotional tool you want to get?

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Interpretation: The above pie-chart represent that most of the respondents (34%) considered
“Quality” is the most important factor while selecting a footwear. 30% of the respondents
considered “Price” is the most important factor while selecting and purchasing a footwear.
24% of the respondent thinks “Brand Image” is the most important factor and 12% of the
respondent considered “Durability” is the most important factor while selecting a footwear.
10. Are you satisfied with the price range of Liberty footwear?
Price
30%
Brand Image
24%
Quality
34%
Durability
12%
Most important factors
Price
Brand Image
Quality
Durability
Yes
83%
No
17%
Satisfied with the Price Range of Liberty footwear?
Yes No

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Interpretation: The above pie-chart represent that most of the respondent (83%) were
satisfied with the price range of Liberty footwear. Only 17% of the respondents were
unsatisfied with the price range of Liberty footwear.
11. Why branded shoes is so important?
clearly say most of the respondents (45%) considered branded shoes is so important because
it gives satisfaction. 36% of the respondents considered that branded shoes is important
because it indicates the quality. 16% of the respondents thinks that branded shoes is
important because it indicates the mental status. 3% of the respondents thinks the reason
behind branded shoes is so important wasn’t mentioned there.
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11
32
2
0
5
10
15
20
25
30
35
Indicate Quality Indicate Mental
Status
Gives Satisfaction NOTA
Why Branded shoes is important?

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12. What is your comment about the current quality level of Liberty footwear?
Interpretation: The above diagram represent that most of the respondent (49%) remarked the
quality level of Liberty footwear as “Good” and 18% of the respondents remarked as “Very
Good” which is great from the company’s aspect. 27% of the respondents were “Neutral”
towards the quality level of Liberty footwear. Only 6% of the respondents remarked the
quality level of the Liberty footwear as “Bad” and not a single respondent remarked the
quality level of Liberty footwear as “Very Bad”
0 5 10 15 20 25 30 35
Very Good
Good
Neutral
Bad
Very Bad
13
34
19
4
0
Quality Level of Liberty footwear

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SWOT Analysis
SWOT (Strength, Weaknesses, Opportunities and Threats) is a tool used to provide a general
or detailed snapshot of company’s health. A SWOT analysis stands for Strengths,
Weaknesses, Opportunities and Threats, it’s a simple and powerful way to analyse the
company’s present marketing situation.
In any business, it is imperative that the business be its own worst critic.
A SWOT analysis forces an objective analysis of a company’s position vies its competitor and
marketplace. Simultaneously, an effective SWOT analysis will helps to determine in which
areas a company is succeeding, allowing it to allocate resources in such a way as to maintain
any dominant position it may have
A SWOT analysis is an integral part of a marketing plan and can also be
part of a business plan. Knowing what a SWOT analysis is and how to perform one is very
important.
The SWOT of the organisation are as follows:
Strength
 Wide reach with 150 distributors, 350 exclusive showrooms and more than 6000
multi-brand outlets.
 Human-Tech Centres i.e. Liberty is high in research and development.
 Old established brand with huge popularity.
 Among the top 5 leather footwear manufacturers in the world and recently ranked 2nd
in India.
 Has popular sub-brands like Coolers, Force10, Senorita, gliders.

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Weaknesses
 Has limited franchise presence as compared to some other popular footwear brands.
 Lack of global presence, which can be a huge potential segment.
 Less variety in sports shoes
 Sometimes the prices of shoes is high, which is a crucial thing in the semi-urban cities
of India.
Opportunities
 Has increased reach in Southern India but with more number of franchise stores has
an opportunity to increase reach PAN India.
 In India, people now look toward buying footwear as a blend of fashion and comfort,
so now has an increasing market size.
 Global expansion would help in brand building and sales.
 Has a chance to grab more numbers of market share.
Threats
 Intense competition from existing brands.
 Commoditization if fashion footwear not differentiated well.
 Constantly changing footwear technology and fashion.
 The competition of leather footwear has increased in recent year.

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Chapter 5
Findings
From the last analysis report and interpretation we had found the following points that have
been listed below –
 Majority of the respondents ((97%) are aware about the brand Liberty footwear ltd.
 Most of the student’s respondent are like to wear Liberty shoes.
 Maximum respondents (44%) like to wear casual shoes and minimum respondents
(16%) like to wear formal shoes.
 Majority of the respondents (87%) thinks advertisements does affect their purchasing
decision.
 Majority of the respondents purchase Liberty footwear once in a year.
 Majority of the respondents likes the feature “Trendy” of Liberty shoes.
 Majority of the respondents purchases Liberty footwear from the exclusive
showrooms of Liberty footwear.
 Majority of the respondents considered “Quality” as the most important factor while
selecting a footwear.
 Majority of the respondents (83%) are happy with the price range of Liberty
footwear.
 Majority of the respondents thinks branded footwear is important because it gives
satisfaction.
 Majority of the respondents (67%) remarked the current quality level of Liberty
footwear as “Good” & “Very Good”.

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Recommendations
As per the analysed data and project report I have a couple of recommendation which
might yield a great advantage to Liberty Footwear Ltd. in making their customer satisfaction,
advertisement and procuring the desired goals.
The recommendations are listed below:
 As majority of the respondents purchases casual shoes, Liberty should add some
more varieties in other shoes i.e. variants in design, size and colour in, sports shoes,
formal shoes and kid’s shoes.
 New line of collection should be introduced for festivals.
 To improve product visualization the company should do visual merchandising in
better way.
 Customers are mostly purchases from the exclusive showrooms, hence the company
should also concentrate in the field of online sales to make it more convenience for
the customers.
 Customers are very eager to know about offers, discount schemes provided by Liberty
footwear than the company should do better marketing for creating awareness about
offers and other promotional schemes.
 The company should try to include more staffs in kid’s footwear to attract the
customers.
 The company should concentrate more on advertising and sales promotion to through
different media.
 The company has the option of reducing the cost of production, so that the price
sensitive customers can also be covered by the effective marketing strategy.
 Complained and feedback should be taken care in well manner to create the loyalty
and goodwill.

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Conclusion
This project is based on the study of “Customer satisfaction of Liberty Shoes
Ltd”. I have done 1 month of internship with the organization and have gain a practical
knowledge as well as able to understand the process of the organization due to which I can
draw a comprehensive evaluation.
Anyone going through the project report will be able to understand clearly
about the organization as well as their products including their customer, which also
includes their promotional activities, ranges of products, prices of products and creative
strategies as well. The study was started so as to know whether the customers are satisfied
with the products of Liberty footwear. The analysis was done based on the information
collected in the form of questionnaire from the customers of Liberty footwear exclusive
showroom, Agartala.
After a brief analysis few findings were derived. Based on findings the
suggestion and the conclusion were made. I would like to highlight the perception and
satisfaction of the respondents towards the products of Liberty Shoes Ltd is good as of now.
The respondents were quite happy as of now with the quality, product range and the price
range of Liberty Shoes Ltd. They expressed their feelings through the questionnaire by the
products of Liberty Shoes Ltd.

32
Bibliography
Kothari, C R; Garg, Gaurav. (2015). Research Methodology. New Delhi, India: New age International
Publisher.
Kotler, Phillip T.; Keller, Kevin Lane. (2016). Marketing Management (fifteenth edition). Pearson
Education Ltd.
Leon G. Schiffman. (2012). Consumer Behaviour. New Delhi: Dorling Kindersley (India) Pvt. Ltd.
Schiffman, Leon G.; Kanuk , Leslie Lazar; Kumar, S. Ramesh;. (2012). Consumer Behavior. New Delhi
110017, India: Dorling Kindersley (India) Pvt. Ltd.
Reference
 www.google.com
 www.libertyshoes.com
 www.slideshare.net
 www.wikipedia.com
 www.scibd.com
 www.quora.com
 www.researchgate.net

33
Annexure
HOLY CROSS COLLEGE, AGARTALA
Affiliated with Tripura University (A Central University)
An ISO 9001:2015 Certified Institution
NAAC accredited with “A” Grade
Questionnaire
1. Personal Details
Age: - 8-15 15-25 25-35 35 & above
Marital Status: - Married Unmarried
Occupation: - Student Employed Unemployed
Income level of the family: -
Below 10000 10000-20000 20000-30000 30000 & above
2. Are you aware of the brand Liberty?
Yes No
3. Which type of shoes do you like to wear?
Formal Sports Casual Others
4. Do you think advertising affect your purchasing decision?
Yes No
5. How often you buy Liberty footwear?
Once a year Twice a year Thrice a year Inexact
6. What features of Liberty footwear you like while purchasing?
Colour Trendy Style Other
7. From where do you like to purchase Liberty brand shoes?
Online Exclusive Showroom
8. What influenced you to purchase Liberty footwear?
Friends Family Relatives Yourself
9. What kind of promotional tool you want to get as a customer?
Lucky Coupon Discount Free gift Buy one get one
10. Which is the most important factor when you select a footwear?
Price Brand Image Quality Durability
11. Are you satisfied with the price range of Liberty footwear?
Yes No
12. Why branded shoes is so important?
Indicate Quality Indicate Mental Status Gives Satisfaction NOTA
13. What is your comment about the current quality level of Liberty footwear?
Very Bad Bad Neutral Good Very Good

Research Study on Consumer Perception Towards Liberty Shoes (Footwear) in Agartala City.

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