Consumer Perception in Leather and Footwear Goods: A Study on Apex Adelchi Footwear Ltd.

Abstract

Consumer perception is a marketing process by which consumer(s) sense marketing stimuli, and organize, interpret, and provide meaning to them. The marketing stimuli may be anything related to any of the elements of the marketing mix. Everything that a marketer does affects consumer perception. Customer perception starts when she/he sees or gets information about a particular product. This process continues until the consumer starts to build an opinion about the product, may be from use experience. This study examined the consumer perception in leather and footwear goods of Apex Adelchi Footwear Ltd.

On January 4, 1990, Apex Footwear Ltd. started its journey and in 2006, the business was renamed Apex Adelchi Footwear Ltd. Apex has been crucial in the fight against Bangladesh's strong demand for footwear. In Bangladesh's leather industry, AAFL was a pioneer in the export of value-added finished goods. It also runs a regional shoe retail business under the "Gallererie Apex" name. AAFL collaborates strategically, technically, and commercially with Italy. AAFL has been publicly listed and traded since 1993. It uses the most modern, cutting-edge equipment for making footwear, and all of its manufacturing processes are both automated and manual.

To examine the consumer perception of Apex Adelchi Footwear goods, several variables including brand reputation, brand quality, brand preference, and brand price are identified from the literature review that have influence on consumer perception. Based on the consumer review of Apex Adelchi Footwear goods, aforementioned variables are judged. Review findings reveal several avenues for the whole leather industry in Bangladesh. The global market for leather, leather goods, and footwear is currently close to $215 billion but only US$1.08 billion is exported from Bangladesh. We therefore have a tremendous possibility to seize the market if we operate at our highest level of efficiency and with strong strategic planning.

Tanneries have been moved from the Hazaribagh region to Savar's modern, environmentally friendly tannery estate. Tanners now have the chance to build their industrial facilities utilizing cutting-edge concepts. Modern hydraulic and pneumatic machinery, cutting-edge production methods, and technological developments can all be incorporated. The government should plan and provide enough infrastructures to support value addition because the industry may develop swiftly.