LBEF RESEARCH JOURNAL OF SCIENCE, TECHNOLOGY AND MANAGEMENT

Author(s):Alpana Mandal, Dr. R N Thakur

Abstract:This study explores the key factors influencing consumer behavior in Nepal’s footwear industry, focusing on purchase intention, price sensitivity, brand loyalty, and comfort & fit. With growing urbanization and changing fashion preferences, consumers—especially younger groups—are shifting from purely price-based decisions to more quality and brand-conscious choices. Using a mixed-method approach, data was collected through an online survey with 390 valid responses. SPSS-based analysis including correlation and regression revealed strong positive relationships between all four independent variables and purchasing behavior. Comfort and fit emerged as the most influential factor, followed by brand loyalty, price sensitivity, and purchase intention. The findings highlight that Nepali consumers prioritize comfort but also value trusted brands and affordable pricing. These insights can help local footwear brands refine their strategies and better meet market demands. However, the study's urban focus may limit its applicability in rural settings.

Keywords:Consumer Behavior, Footwear, Brand Loyalty, Comfort & Fit, Purchase Intention, Price Sensitivity, Nepal.