Customer preference and purchase intention in the footwear section at the Calapan city public market

Offering a high-quality product that leaves a positive impression on customers is the method of promotion used in the footwear industry. Marketers employ a variety of factors to influence consumers' decisions, but it is crucial to identify the elements that influence consumers' preferences when buying footwear, particularly in the public market of Calapan City. The need to determine the factors that affect the consumers’ preference in purchasing footwear is very important in developing their marketing strategy. This situation encourage the researchers to assess the customer preference and purchase intention in the footwear section at the Calapan City public market. Data from a sample of 396 respondents was gathered for this study utilizing survey questionnaires and a quantitative descriptive approach. The results showed that while preferences differed significantly by age, gender, occupation, and education, price, product attributes, and purchasing channels all had a major impact on purchase decisions. Whereas older and less educated people valued price and accessibility, younger, more educated consumers were more interested in trends and digital platforms. A significant relationship was observed between consumer preferences and purchase intentions, with digital accessibility and competitive pricing emerging as key drivers. Based on the findings, the researchers recommend that footwear businesses adopt competitive pricing, enhance online platforms, and align product offerings with seasonal trends and generational values to attract and retain customers effectively.