Analyzing School Shoes Preferences among Gen Z College Students in Davao City using Conjoint Analysis

Jose Alfonso Luis Jimenez; Ian John Soria; Che Anne Taladtad

doi:10.55927/ijbae.v4i3.160

Authors

Jose Alfonso Luis Jimenez Ateneo de Davao University
Ian John Soria Ateneo de Davao University
Che Anne Taladtad Ateneo de Davao University

DOI:

https://doi.org/10.55927/ijbae.v4i3.160

Keywords:

School Shoes, Consumer Preferences, Generation Z, Conjoint Analysis, Product Attributes

Abstract

This study examines school shoe preferences among Gen Z college students in Davao City, addressing gaps in understanding key product attributes influencing purchase decisions. Anchored in Multi-Attribute Utility Theory and the Theory of Planned Behavior, the research used Conjoint Analysis with 150 respondents and purposive sampling conducted over three months. It assessed comfort, durability, style, and promotion across 144 feature combinations generated via the PAPRIKA method. Findings indicate comfort and durability are the most valued attributes, with style and promotion less influential. The preferred shoe profile featured cushioned padding and double-stitched seams. These results inform footwear manufacturers and retailers to prioritize comfort and durability in product design and marketing strategies tailored to Gen Z consumers.

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