Published Paper Details:

With the exponentially rising affluent middle-class income category urban Indians, the lifestyle of the people has seen a significant change since the last decade. The role of brands tends to play a much influencing role in today�s generation especially for this category of people to suit themselves with the urban social life. The people belonging to Generation Z are witnessed to be a large chunk of consumers in India who behave extremely different from generation X and Y thereby calling in for a pressing need to analyse their behaviour across genders. The present study aims to evaluate the difference in footwear purchasing behaviour of generation Z Indians across males and females and also check the role of sales promotion when it comes to purchasing of branded footwear from branded outlets. The data is collected from 385 respondents from different parts of the country and the difference in behaviour is further analyzed with the help of Levene�s test of homogeneity, independent t-test and Cohen�s d. The study interprets certain distinct findings like women being more involved in short term buying behaviour as in comparison to men, the stronger influence of sales promotion over tools upon women than men and such others.