Retailing Qualitative Research Assignment
Due in class 10:00 a.m. Wednesday, March 27, 2002

Read and analyze each of the writings below to identify themes that could be relevant to shoe retailers.  Summarize your findings to turn in on Wednesday.

Male:
    The most recent pair of shoes I bought was a pair of brown boots.  There were many factors that went into deciding to buy a pair of brown boots.  I had a pair of brown boots that I wore for about a year and a half.  I was very satisfied with them.  I liked them so much that I wore them just about everywhere.  So after a year and a half there were looking kind of old.  That was my initial reason for the decision to acquire another pair of shoes.  After deciding this, I decided that I definitely had to have boots because they hold up well.  Then I had to make a decision on the type of boots I wanted.  I decided that based on the style of clothes I wear at work and everyday wear, I needed a casual lace-up boot instead of a real dressy one or a western or "cowboy" boot or a work boot.  After that, I made the decision the boot had to be brown because it went well with the majority of the clothes plus I already had a pair of black boots that were still in excellent shape.  Then, as I said before, I was happy with my last shoe so I decided I wanted the same brand, Dr. Martin.  Then I decided on a price of about $130.  Once I had the criteria for what I wanted, I chose the location of the mall in Little Rock because I can choose from more than one store.  Finally, I shopped around the mall and found the exact shoe at the lowest price and made the purchase. 

Female:
    I always have to have a pair of black boots with at least a 2" heel, but usually I prefer a 3" heel.
    After noticing that my Nine West boots, that I loved dearly, were becoming worn or the heel was becoming worn, I decided to begin looking for new boots.  I really wanted the exact same kind, but I couldn't find them at any Nine West store or department store, such as Dillard's.
    Usually buying shoes is a huge deal and I'm very picky so this can be along process.
    I recall that I had been looking for new boots on and off for about 2 months.  I went to several different stores in Indian Mall, such as J.C. Penney, Dillard's, Journey's, and Maurice's, but I just couldn't find one that had all the characteristics I wanted in a boot:  3" heel, black leather, round or pointed toe.  Many just didn't feel very comfortable either.
    This venture had soon taken me to the Oak Court Mall in Memphis.  There, I found a variety of shoes that could be the one!
    After trying many boots on that day, I finally tried on the one that made me feel like Cinderella trying on her glass slipper.  It fit perfectly, looked perfect, and even had a perfect 3" heel.  I had finally found my new shoe - my Enzo!  Even though I had to travel to Memphis to Goldsmith's to get them, it was worth it because I found the shoe that met my requirements.  The price was higher than other that I had looked at, but that wasn't a factor.

Male:
    I actually do not go through an in-depth thought process for buying a pair of shoes.  Normally I only buy a new pair if I have completely worn out my current pair.  Shoes are much more comfortable when old and worn out.  The worn look also adds character to a pair of shoes that many other people used to wear when they were in style.
    However, when I am forced to purchase a new pair of shoes I do think about certain things.  First, I want them to be comfortable because I will wear them for the next 2 years.  Second, will they stay in style for sometime or by the old fad after only 5 or 6 months.  Third, as bad as I hate to say this, they must meet my girlfriend's approval.  Because of the third rule, I normally let her bring home shoes on approval until she finds a pair that I like.  I do this because if I go shopping, anything I pick out, she hates.  I think she hates my choices just because she wants to feel like she dresses me.  Anyway, she brings home shoes and I send them back until I get a comfortable, great looking pair that will still be in style when I stop wearing them.  Then even after I keep a pair of shoes, I wear them around the house for a few weeks just to make sure I want them.

Female:
    About a year ago I purchased a pair of Merrell slip on shoes.  Having heard of their comfort and quality level, I went ahead and spent a little extra money than I had planned and bought them.  I was so satisfied with them and began to notice other styles they offered.  Before spring break, I realized I needed a new pair of comfortable sandals to take on vacation with me.  I surfed around various internet sites including Merrell's home page.  I spotted some sandals that appealed to my taste (and price range!) so I decided to visit Gearhead Outfitters downtown to compare what styles they had and I was lucky to find the same style I had found online.  I tried them on and really felt like they would be functional and versatile with my wardrobe and for the remainder of the summer (and next summer if they don't get worn out.)  I left the store without buying them because I was in a hurry to meet a friend, and planned to return a few days later.  When I went back to get them, the owner was very apologetic that I hadn't been properly waited on previously (they were busy and short-handed the 1st time).  He spent a bit more time explaining the features of the shoes and even sold me on a good pair of socks to go with my other shoes.  I'm not usually such an impulse buyer, but he explained to me their benefits and I tried them.  So now I have a great pair of sandals and socks! 

Male:
    Last summer when I was home I bought some black dress shoes.  I had seen this style on other men and like the way the shoe looked.  These shoes are also wider in the toe and this also appealed to me.  Because I wear size XX and cannot find size XX at most stores, I went to a store in XXXXX that specializes in carrying bigger sizes of popular brands.  I wanted black leather, slighted raised heel, wide toe, and buckle instead of laces.  All but wide toe are simply for style.  Since shoes are sometimes hard to find and I don't buy shoes often, price was not an issue.  I went in willing to pay up to $200.  I searched the store for shoes that fit my description and tried on a few pair.  I considered how they would look with black dress pants, khakis, and blue jeans.  I decided on a pair of Kenneth Coles that fit my needs and bought them.  I was very happy and the time of purchase and since then I have enjoyed them whenver I wear them. 

Female:
    I began by noticing I had had the same pair of tennis shoes for about 2 years.  They weren't so much worn out but I just felt the style had changed and the colors were boring.  Working at a xxxx, I am unable to wear comfortable shoes so I don't put a lot of effort into a purchase of tennis shoes.  Basically, just the colors and style.  The one shoe I always purchase is New Balance so I begin my process by going to every store that carries that type of shoe.  I then compare the prices very closely for I am always looking for a good deal.  I find the shoes I want and then continue to contemplate on purchasing them for a couple of days.  I think about if I really need to purchase them even thought I can't wear them that often, and besides the shoes I have don't look bad at all.  But, for some reason I always go back to purchase them, I guess simply because I love shoes and you can never have too many pairs. 

Male:
    I usually wear my shoes completely out.  There is usually no doubt that I need new ones when I get them.  When I do decide to get new ones, I usually take a while to decide on a pair because I am cheap. 
    The last pair I got was out of a sale catalog from Eastbay.  They were white, black, and blue Adidas that were on sale for $39 from $65.  I called the company, told them which shoes I wanted and the size I need, gave them my credit card number, and about a week later they came in.
    When I first got them I was very satisfied.  They looked good, were comfortable, and fit my budget.  I was satisfied until the first time I wore them to Wal-Mart.  That is when I found out they made a horrible squeak on a hard tile floor.  Every step I squeak.  But I guess that's why they were on sale. 
  I am still satisfied, I just can't wear them to Wal-Mart.

Female:
    It was apparent that I needed a new pair of tennis shoes.  As I began working out at Curves Fitness for Women, I realized that not only were my tennis shoes dirty and falling apart, but that when I exercised, my ankles seemed to hurt from the lack of support they seemed to provide.
    As a result, I began shopping around, looking at the new styles, observing the tennis shoes that my friends and classmates wore.  I didn't just go to one store and decide that one pair would work, these tennis shoes would have to be something that I would wear for about 2 years.
    As a result of shopping around, I looked not only at style, but at quality.  I realized that I would need a shoe suitable for running, so I eliminated walking shoes.  I then narrowed by choices down to another way, by brand.  I wanted to wear only Adidas, Nike, or Saucony. 
    After shopping around for about 3 months, I had finally chosen a pair of Adidas running shoes that were on sale, this was very important, at Hibbett in XXXXX, AR.
    I realized how much I went through just to buy a new pair of tennis shoes!

Female:
    My shoe purchasing experience occurred at Old Navy.  I wasn't intending to buy shoes when I went shopping.  I was just browsing through the clothes when I noticed that they had a new, big display of flip-flops.  Because the spring and summer months are approaching quickly I knew that I would be wanting/needing some new shoes.  The flip-flops might not have been quite as desirable had they been more expensive.  However, they only cost $3.50 per pair.  This inexpensive price caused me to buy impulsively a pair of shoes that I had not planned on purchasing before entering Old Navy.  I know from previous experience with Old Navy clothes and shoes that the flip-flops would be of good quality.  But at such a low price the quality was not that important to me.  I know that my post purchase evaluation would be positive because I didn't feel bad for spending a small amount of money on a new pair of shoes.  I haven't worn the new flip-flops yet and even if I don't wear them often they were still worth the measly $3.50 that I spent on them.

Male:
    I actually decided to buy a new pair of shoes just a couple of weeks ago.  I decided on this because the shoes I have now are starting to wear out.  The first places I went to was Shoe Carnival and the mall.  I wear a big shoe size so I know it would be difficult to find a pair I wanted and at the right price at these stores but I tried anyway.  I found a couple of pairs of shoes at the Shoe Carnival I liked but of course they didn't have my size at all.  After this disappointment I went to the mall hoping I would have better luck there.  I went to every shoe store in the Indian Mall.  I did not find one pair of shoes I liked and plus their prices were higher than I wanted to pay.  After all of this looking I decided to go to Memphis.  I went to Memphis and first went to Just for Feet.  They had the shoes and the price I was looking for but first I wanted to go to Wolfchase Mall to make sure they didn't have a better deal.  I walked all around that mall and didn't find any I liked.  So after all that I ended up back at Just for Feet buying the pair of shoes I had decided on before I went to the mall.

Male:
    In the process of purchasing my new pair of shoes my old shoes had much wear on them and were actually 3 years old.  They were Doc Martin's and I liked the shoes.  So in my purchasing decisions I wanted to look at the new style of Doc Martins and purchase another pair because I liked the last ones so well.  I went to the mall and looked in several different stores but didn't ever really see any that I liked or that caught my eye.  After searching in all the shoe stores in the mall I went home to think about my decision.  I wanted to look in a catalog and possible find a pair that I liked.  I'm not too big on buying things out of catalogs because I can't try it on first, and then you have the hassle of sending it back, so I didn't look real hard in the catalog for a pair.  I decided to put the shoe purchase off until I found a pair I really liked and I wasn't worried about shopping for a pair and finding them that day.  The next time I was in the mall, I was passing a shoe store and decided to stop in and take a look.  I found nothing again.  I finished what I was doing in the mall and on the way out I looked in another shoe store and there they were.  I saw a pair I really liked setting on display out in the front.  I tried them on, liked them a lot, and made the purchase within 5 minutes of seeing them.

Female:
    In the fall, I decided I needed a new pair of brown boots.  Winter would soon be here so I needed them then.  I had some black boots that I liked made by Nine West so I decided to look for some by that brand name.  I started looking at Dillard's but found that they didn't carry the boot I was looking for.  I ended up trying on pairs by different brands and found one I liked which happened to be cheaper too!  However, I needed a half a size bigger and undoubtedly this Dillard's did not have it.  I knew that I would be going to the Wolfchase Galleria mall within the next few weeks so I decided to wait and look for them there.  When I made it to Memphis, I found the boots I was looking for in Dillard's in the Wolfchase Galleria.  However, they were not on sale as they were in Jonesboro but I purchased them anyway.  I will probably shop there for shoes instead of shopping here in Jonesboro.  They have so much more to offer.

Female:
    I always buy a new pair of tennis shoes before the new school year starts in August.  Finding the right pair of shoes is alway a long, drawn-out production for me.  I am not satisfied unless they're the right color, and they're comfortable. 
    I always shop at the XXXXX Mall in XXXX XXXXX when looking for shoes.  My mother and I go to Penney's, Sears, Paul's Shoes, Journey's, and EVERY shoe store in the entire mall!  Sometimes I'll see a shoe I like, and I'll even try it on.  But just in case there could be something better in another store, I shop at them all.  If there isn't anything better, then I often come back to where I started!  That very situation happened to me this year when purchasing new shoes.
    My first stop was JC Penney's and they had a shoe that fit my wants:  blue, colorful, comfortable, and the right size.  The price was a little bit more than I wanted to pay, so I checked out more stores.  I ended up coming right back to J.C. Penney's and buying the first pair I tried on! 
    True, it was more than I intended to pay, but in the end, it was very worth it.  I'm still wearing those good ole Nike sneakers, dreading August when I do it all over again!

Female:
    I was walking a lot outdoors and felt that I needed a good pair of walking shoes to give me the support I needed.
    I first looked at the mall at several stores.  I was concerned primarily with the cost.  I had a set amount that I was willing to spend.  I also wanted a style with colors that I could wear with my workout clothes and with my jeans. 
    I didn't find any the first time I looked so I did not make a purchase.  I hate to spend money, so it takes me longer to commit to a purchase.
    A week later my Grandmother came up and decided to buy me a pair of walking shoes.  This changed my perspectives of the purchase.  I was still concerned with price, but the amount to be spent was increased.  We went to one store and after trying on every pair and walking around I narrowed it down to 2 pairs.  I then asked the sales associate her opinion and she actually was wearing a pair I had selected.  She picked the other pair for my needs.
    I purchased the other pair because they offered what I was looking for and at a reasonable price for me.  Had I been purchasing my own, I probably still would be looking for some shoes.

Female:
    The last pair of shoes that I bought were a pair of black, dressy party heels.  I had seen several people with them on and I really liked them.  Usually, I find a pair of name brand shoes that I love, but they are usually too expensive, so I try to find some similar to them for a cheaper price.  I had wanted a pair of these shoes for about 3 months.  The ones that I loved were Nine West shoes at Dillard's.  Every time I went to Dillard's I would look to see if they were on sale, but they never were.  I looked at every store in the mall for similar shoes, but I never found any that I liked.  The ones at Dillard's were overpriced, so I wouldn't buy them.  Well, the day of my office Christmas party, I found out that it was a cocktail type party.  I had no dress that fancy, so I ran to Dillard's, bought a dress on impulse, and bought the shoes.  The party was an excuse for buying the shoes, and since I had to have them, it worked out okay.  I know that it wasn't necessary, but it felt necessary because of the time constraint I was in and the situation.

Male:
    I was sitting at home one day getting ready to go out with some friends when I noticed that the soles on my sandals were falling off the rest of the sandal.  Knowing warmer weather was getting ready to be upon us I went to the mall to compare prices and possibly a new style.  Once I got to the mall I browsed over several pair and didn't see the pair like I had on but I did notice a pair that I might be interested in.  I asked the sales associate for my size and tried them on.  After the trial run I wasn't satisfied so I went home and got on the internet at the company's web site.  I looked up the pair of sandals I had, clicked on the size and ordered another pair and received them a week later.

Male:
    My roommate XXXXX XXXX came home one day with anew pair of shoes.  He told me that they were extremely comfortable and they also looked good. 
    The next week I along with my mother with shopping.  I noticed that the same shoes were on sale.  I asked my mother what she thought of them.  She liked the shoes.  The salesman that helped us was also wearing a pair of them.  He also said that they were comfortable. 
    After trying the shoes on and also noticing through the display that they were 10% off, I asked my mother to purchase them.  After she said no, I kicked, screamed, and threw a fit until she had no choice but to purchase the shoes for her nice obedient son.  :)

Male:
    I was cleaning floors for a job in a steel mill.  After getting floor stripper all over my sneakers, I was unable to get the stains out of them even after I washed them several times.  Two weeks had passed and I kept on wearing the same shoes.  On a Saturday my family went to Little Rock when one of my 3 girls wanted new shoes.  I took notice of the sale in the men's department and tried on several pairs.  After walking around in 3 or 4 different kinds I chose the N.B. that I wear now.  (I did not wear them out of the store.)  It was approximately 2 weeks later that I had seen an ad for the same ones I had purchased for ten dollars more.  I felt very good about my purchase and will do the same when these wear out.

Female:
1.    I had the desire/want for a new pair of camel-colored boots after seeing them on friends and in magazines.
2.    I thought about buying them so I shopped around at different stores to see the different styles available and to learn what price the boots would be.
3.    After shopping in the mall for a certain outfit to wear to an event, I decided I would definitely purchase a pair of boots.
4.    Also, because of the color of the outfit I bought, I needed boots to match.
5.    I didn't find any style I like din the mall so I had to go somewhere else to look for them.
6.    A friend who was with me knew of a discount store - Burlington Coat Factory - that had cool shoes, so we went there.
7.    I found a style I liked, they were in my price range, and there was a pair in my size.
8.    I purchased the boots.
9.    I did not experience cognitive dissonance, but since the purchase have been pleased with my purchase decision.

Female:
    Recently, I discovered that my black loafers were falling apart.  The soles of both shoes had split, so I threw them away.  I had gotten a ew pair of black loafers at the beginning of the semester, but those have a huge heel and I needed a flatter pair to replace the ones I threw away.
    Tuesday evening I went to the Bass Outlet in Lakeland, TN with the hopes of finding some short-heeled black loafers.  I didn't want to spend more than $25 on the shoes including tax.
    I hit the sale rack first, hoping to find a lost gem.  I found a pair of low black loafers with no back on them - you just slip your feet in.  While they were comfortable and about the right price, the were appropriate to go with work clothes.  I also avoid slip on loafers as a general safety rule.  I found several pairs like these and on the last rack I lucked out.  I found low heels, in black, and with the back on them.  They were in my price range, could be worn to work or with jeans, were the right size, and extremely comfortable.  While I did peruse the shoes not on sale, none of them compared to my sale rack find, which I purchased.  I don't regret my decision and was glad I got them because I have a hard time finding shoes that fit.