Analysis of customer expectations for footwear products: A qualitative study

This research aims to investigate the factors influencing the purchase process of consumers based on the types of shoes. The participation of shoe consumers residing in the Kastamonu province was ensured in the study. The sample group of the study consists of 133 individuals. During the research process, data was collected using the semi-structured interview method, which is one of the qualitative research approaches. Through the semi-structured interview study, factors influencing purchasing behavior in shoe types, sought-after features in shoe types, shoe purchasing methods, effective elements in repeat purchases, elements of quality perception in shoe types, and known innovations in the shoe sector were examined. Content analysis was performed using the MAXQDA 2022 Analytics Pro software for the analysis of application data. At the end of the research, codes were determined for the responses to each semi-structured interview question, and these codes were analyzed and explained using word clouds, figures, and tables.