Estimation and Comparison of Masstige Value of Renowned Footwear Brands Using MMS Scale

Abstract

The purpose of this conceptual paper is to assess and compare the masstige value of popular footwear brands, namely Bata, Adidas, Nike, and Puma, using the Masstige Mean Score Scale (MMSS) developed by Paul (2015). The study aims to determine which brand has successfully established a "top-of-mind" position based on mass prestige and the effectiveness of their masstige marketing strategy. Additionally, the paper examines the differences in masstige perception based on age, income, and gender among consumers. The research design involves the collection of primary data through questionnaires distributed to 205 Millennials and Generation Z consumers residing in different Indian states. The findings reveal that Adidas, a German brand, scores the highest in masstige value compared to Puma, Nike, and Bata. In addition, gender, income, and age significantly influence brand masstige, brand perception, and the propensity to pay premium prices for footwear brands. Therefore, the study provides valuable insights for footwear manufacturers to devise effective marketing strategies and tactics to enhance their sales in the Indian market.