Athletic Footwear Market Assessment in North India - Consumer and Retail Survey Across Five Cities

More footwear brands are betting on India than ever before. International sportswear labels, domestic footwear companies and online-first sneaker start-ups are opening stores, building omnichannel distribution networks and reaching well beyond the largest metros.

A new store shows where a brand is placing its bet, but it does not show whether shoppers in that city will buy. Before committing to a city, a footwear company needs answers that store counts alone cannot provide:

• Who buys athletic footwear, and how often do they replace it?

• Is one pair used for running, work, travel and everyday wear?

• Which footwear brands perform well in consumer brand recall?

• Which product features matter most?

• What do consumers pay today, and how does willingness to pay vary by city?

• Are consumers willing to switch to a new footwear brand?

Store counts and desk research cannot answer these questions on their own. Direct consumer surveys and retailer interviews provide evidence about purchasing decisions, product preferences and on-the-ground distribution conditions.

To gather these insights, Makreo Research conducted an athletic footwear market assessment across Delhi NCR, Chandigarh, Amritsar, Meerut and Lucknow. The study combined 500 consumer surveys, 200 retailer interviews and 10 industry expert interviews. It covered consumer adoption, usage, purchase behaviour, product preferences, pricing, brand perception, retail dynamics and the growth of online footwear brands.

Planning a consumer or retail survey in India? Share your objectives and target cities to receive a proposal outlining the methodology, sample and fieldwork plan, typically within 48 hours. Request a survey proposal.

Study at a Glance - North India Athletic Footwear Research Conducted by Makreo Research

Understanding Athletic Footwear Adoption and Usage

Makreo Research surveyed 500 athletic footwear consumers across the five cities. Results were analysed by age, gender, income, city and usage pattern to show how different buyer groups behave, rather than relying on a single regional average.

Who buys athletic footwear, and how often?

Makreo grouped respondents into four categories: regular buyers, occasional buyers, people who choose other types of footwear, and people who have never bought athletic shoes. Measuring each group city by city helps a brand estimate its actual buyer pool instead of using the city’s population as a proxy. The survey also recorded how often buyers replace their shoes and what triggers each purchase, supporting repeat-purchase forecasts and range planning.

Why does one shoe win over another?

Respondents rated seven purchase drivers: comfort, design, durability, brand, price, availability and fashion appeal. Makreo ranked these factors for each segment, not just for the overall sample. A regular runner may prioritise cushioning, an office commuter may value all-day comfort, and a college student may focus on appearance. Segment-level rankings help brands decide which features to develop, which benefits to advertise, and whether price determines a sale or simply breaks a tie.

Where do brands lose buyers?

Each brand was assessed across seven stages: awareness, familiarity, consideration, trial, purchase, repeat purchase and advocacy. Respondents who had switched brands were asked why. The stage at which buyers drop off can point to the issue a brand needs to address:

Product Preferences and New Product Development

The survey covered preferred categories, styles, designs, colours, materials and sole types, as well as expectations around comfort and fit and needs that existing products may not meet.

A ranking of popular designs has limited value on its own. The analysis becomes more useful when each preference is linked to the buyer who expresses it:

• Which design appeals to the target consumer?

• Which material is preferred for a particular usage occasion?

• Which sole characteristics matter to frequent users?

• Do preferences differ between younger and older buyers?

• Which features increase purchase intent?

• Does adding a particular feature change willingness to pay?

When answered this way, product research can inform new product development, assortment planning, positioning and launch strategy. Makreo’s consumer research also covers product and concept testing, purchase intent, adoption barriers and product–market fit.

The study measured the prices consumers currently pay and their sensitivity to price changes. Depending on the brief, a dedicated pricing study can also assess:

• Expected price and acceptable price range

• Perceived value for money

• Willingness to pay

• Response to price increases

• Feature-versus-price trade-offs

• Brand-versus-price trade-offs

• Premium versus value positioning

Makreo’s broader pricing research capabilities cover acceptable price ranges, price sensitivity, perceived value, willingness to pay and feature–price trade-offs. Methods such as Van Westendorp and Gabor-Granger can be used where appropriate to the research objective.The key question is: Which consumer will pay which price for which footwear proposition?

Surveying Five Cities - Testing the Assumption

The five cities differ considerably. Delhi NCR is a major metropolitan region, Chandigarh is a planned city, Amritsar is a trading centre in Punjab, Meerut is a market in western Uttar Pradesh, and Lucknow is a state capital. Treating them as one market is an assumption that needs to be tested.

The decision rule is simple: if differences between cities are large enough to change the product, price, messaging or distribution plan, a brand should plan city by city. If the differences are not material, one regional plan may be sufficient and can be rolled out with greater confidence.

Footwear Retailer Survey: Adding the Market-Side View

The consumer survey explains one side of demand; retailers add the other. They see what shoppers ask for, what they consider and what ultimately makes them buy or walk away. Makreo therefore interviewed 200 footwear retailers across the five cities on:

• Fast-selling categories and designs, and the price bands that perform well

• The objections shoppers raise most often

• Stock availability and distribution gaps

• Pressure from online channels

• Retailers’ views on established and emerging brands

• Changes in shopper requests

This perspective is especially valuable when the two sides disagree. Buyers may rank comfort first, while retailers may find that price or stock availability ultimately determines the sale. Retailer evidence can also help establish whether slow sales reflect weak demand or gaps in distribution.

Makreo's retail and shopper research can be extended with distributor interviews, store visits and retail audits.

Industry Expert Interviews - Online and Offline Channel Experts

The line between online and offline footwear retail is becoming less distinct. Online-first brands such as Comet are opening stores, while established companies sell through physical stores, marketplaces and their own websites.

Makreo combined 10 interviews with industry experts, focusing on online and direct-to-consumer (D2C) footwear brands, with questions in the 500-consumer survey. The expert conversations covered:

• Where shoppers first discover online brands and how those brands win customers

• How reviews, ratings and return policies build trust

• Buying through marketplaces versus a brand’s own website

• Why online brands open stores and how they select locations

• Price pressure between online and offline channels

• What prevents shoppers in smaller cities from trying new brands

• How competition, distribution and product innovation are changing

The consumer survey examined the buyer’s side of the same story: awareness of online brands, trust, perceived quality, concerns about fit and returns, the need to try shoes on, and willingness to buy from an unfamiliar label. Together, the two sources trace the path from online discovery to in-store trial and, ultimately, purchase.

How Makreo Conducts Consumer and Retail Studies?

Makreo Research designs customised consumer and retail surveys in India using quantitative and qualitative methods. Each study follows a structured process, methods are matched to the respondents and cities. A footwear study may combine:

• Face-to-face and CAPI interviews, which are suitable for shoppers and retailers in Tier 2 and Tier 3 cities

• CATI telephone surveys and online consumer surveys with timestamp records

• Retailer and distributor interviews, store visits and retail audits

• Focus groups and in-depth consumer interviews

• Industry expert interviews

• Product and concept testing

• Price-sensitivity analysis

The purpose is not simply to collect responses. It is to build primary evidence that supports a defined commercial decision.

Makreo’s experience spans multi-city consumer surveys, retailer studies, expert interviews, pricing research, product testing and market-entry assessments across diverse industries and markets. Explore Makreo’s market survey services to see how tailored research can support stronger, evidence-based business decisions.

Frequently Asked Questions

Which are the best market research companies to conduct a consumer survey in India?

Makreo Research is a market research company in India that conducts consumer surveys and retail research across metropolitan, Tier 2 and Tier 3 cities. Makreo helps FMCG, consumer goods and lifestyle brands understand consumer preferences, purchase behaviour, brand perception and retail dynamics through data-driven research and on-ground consumer insights. Its services include face-to-face surveys using Computer-Assisted Personal Interviewing (CAPI), telephonic surveys using Computer-Assisted Telephone Interviewing (CATI), expert interviews and panel studies.

How should a footwear brand research a new city before launching in India?

Combine a consumer survey with retailer interviews in each target city. The consumer survey shows who buys, how often they buy, which brands they consider and how much they pay. Retailer interviews show what sells and which price bands perform well. Comparing cities helps determine whether one regional plan is suitable or whether each city needs a tailored approach.

Can a survey show what price buyers will pay for a new shoe?

Yes. Willingness-to-pay research measures acceptable price ranges, price sensitivity and the features for which buyers may be willing to pay more. Depending on the research objective, Makreo Research can use methods such as Van Westendorp, Gabor-Granger and conjoint analysis, and analyse results by city, income and buyer segment.

Can Makreo run consumer surveys in Tier 2 and Tier 3 cities in India?

Yes. Makreo Research conducts multi-city consumer surveys across metropolitan, Tier 2 and Tier 3 markets in India, using face-to-face, CAPI and CATI interviews according to the research objective and target respondents. The North India athletic footwear study covered Delhi NCR, Chandigarh, Amritsar, Meerut and Lucknow in one research programme.

Do you conduct footwear retailer surveys and retail audits?

Yes. Makreo Research interviews footwear retailers and distributors about fast-selling brands and designs, price bands, shopper objections, stock gaps and online competition. Retailer surveys can be combined with store visits, retail audits and consumer surveys within the same study.

How can we start a footwear research project with Makreo?

Share the business decision the research needs to support, the footwear category, target consumers, cities and timeline. Makreo Research can then recommend the research method, respondent profile, sample size and fieldwork plan, typically within 48 hours. You do not need to have a questionnaire ready to begin.

Looking for a Consumer or Retail Survey Partner in India?

If your company needs evidence on consumer adoption, purchase behaviour, brand perception, product preferences, pricing, retail dynamics or market entry in India, the research should begin with the decision you need to make.

The North India athletic footwear study demonstrates how consumer, retailer and industry evidence can be combined in one research programme. The same approach can be applied to sneakers, running shoes, casual footwear, children’s footwear, women’s footwear, formal shoes and other footwear categories, as well as consumer products beyond footwear.

Share your business objective, target consumers, cities and timeline with Makreo Research. Our team will propose a suitable method, respondent profile, sample size and fieldwork plan, typically within 48 hours.

Request a footwear consumer survey proposal | Contact Makreo Research