Abstract
The Footwear fashion plays a paramount role in shaping footwear consumerism. With the
change in the lifestyle, fashion in India is becoming more diversified, as in the western
countries. Technology, ideas & lifestyles are moving concurrently & quickly. Companies &
brands that offered monotonous & mundane products for years, have now multiplied their
product ranges & new appealing styles, shapes & forms are being launched each season by
them. Consumer behaviour is a set of dynamic decision-making processes that encompass
the purchase and use of products. The main aim of the study focuses on the consumer
preference and brand preference in footwear market in Ludhiana city.
Keywords: Consumer behaviour, consumer preference, footwear market.