The Role of Customer’s Status Consumption and Satisfaction on Repurchase Intention

This study tries to analyse the influence of status consumption and customer satisfaction on re-purchase intention with respect to branded footwear industry in India. The sample was drawn from select top branded footwear outlets in Hyderabad region. Structured Questionnaires were designed for the study and was administered on respondents consisting of buyers visiting the store more than one time. The results proved that status consumption and customer satisfaction have a significant influence on behavioural intentions while satisfaction made a higher impact. So the study concludes that marketing managers of branded footwear stores should design and develop efficient methods to enhance the behavioural intentions of customers. The results also indicated that gender and educational qualification of the buyers had no impact on repurchase intentions. The implications, limitations and scope of future research of the study are further discussed