A Matter of Shoes: The Analysis of Desired Attributes of Shoes and Its Retail Shops from Bangkok Consumers’ Perspectives

Through several statistical tests, this two staged research aims to study desired attributes of shoes and its retail shop. Four hundred fifty one samples were collected. In the first stage, the research analysed the level of importance of 50 factors drawn upon 6 retailing mix framework. The factors that were ranked “most important” and “highly important” were then selected for second stage analysis by using Exploratory Factor Analysis (EFA). Based on EFA analysis, six new critical latent factors were grouped and named as, “Well Trained and Experienced Salesforce”, “Product Quality and Functions”, “Attractive Store and Product Presentation”, “Price and Perceived Value”, “Health and Comfort”, and “Fashion and Trends”. The research further explored if there was a significant difference of such factors on “Gender”, “Income Level” and “Age” of consumers. “Gender” and “Age” were confirmed to be the other drivers that could alter consumers’ perspectives toward the desired attributes of shoes and its retail shops. The shoe manufacturers and retailers are urged to take all these desired attributes into their consideration when they plan to develop and launch new shoe collections to market.