E-ISSN 2039-2117 ISSN 2039-9340 Mediterranean Journal of Social Sciences MCSER Publishing, Rome-Italy Vol 4 No 10 October 2013 394 Factors Affecting University Students in Shoes Selection: Turkey Example Assist. Prof. Hatice Harmankaya Dr. Selda Guzel Research Assist. Asuman Yilmaz Filiz Selçuk University, Art and Design Faculty, Fashion Design Program Doi:10.5901/mjss.2013.v4n10p394 Abstract With the born of human, many physiological needs have come out and human being has looked for the solutions to be protected from negative conditions of the environment. One of them is shoes which are developed to protect feet. Shoes, which are an inseparable part of wearing, have changed in terms of their function, visual dimension and use area until today and shown diversity. This diversity has led people to do preferences in the direction of their savour and needs. The study has been carried out to determine the factors, model and type properties that are paid attention by the university students in shoes selection and use. In the scope of the research, the survey has been applied to the total 300 people randomly selected from students taking education in Konya and Karaman. The data got have been transferred to SPSS package program and findings have been given in tables. In the findings, it is seen that the comfort element and wearing style are big factors in shoes preference. Moreover, it has been detected that flats and rounded-toe shoes are demanded more than others. The research results carry importance for revealing properties young consumers prefer on shoes and for contributing to producers to determine the marketing strategies. Keywords: University students, shoes, shoes preferences, consumer behaviours 1. Introduction Consumption, which is generally described as meeting the needings, is not only an economic issue but also a society aspect that changes by the conditions of the time, takes shape by the social and cultural values which are accepted by different countries and societies (Bocock, 2005: 13). The consumption, as a matter of fact, which can be described in the simplest way as spending the products and services in order to meet the needing of individuals, have become one of the most referenced concept for describing the socio-cultural features of the day and obtained a complex structure after the industrial revolution (Başfırıncı, 2011: 116). Türbal (1997: 108) also described the consumption as directly using the benefits of economic products and affairs in order to meet the needing of people. Identity, needings and wants, targets of the customers and the questions, who is the decisive authority of purchasing, how to decide, when the people are ready to buy or where they prefer to buy, are the features that shows the consuming habits (Kotler, 2000: 116). Personal, physical and sociologic structure of the consumer affects the selection of product. Needings, age, sex, education, profession, income level, taste, expectancy and price causes difference on consumptions. Age group is also a decisive factor that can define the styles and models which the person will head (Mucuk, 1998:87; Yaylalı vd., 2011:2). College students create important survey areas in several sectors due to being young customers. It is also known that, especially the individuals in the young ages make a point of being accepted by the public and positively evaluated by the friend zone (Erwin, 2000: 86). Shoes, creating different options by some reasons such as visuality, functionality, difference in style and variety of usage, have a great importance especially for young customers. Shoes take place in our lives as a functional accessory which our body can stand straight by and help us to move easily. Shoes, which have been a symbol of statue since the first dates of history, also mean some abstract meanings besides having its aim of use (Çivitçi vd., 2012:101). There are a large variety of shoes today, those have a significant place as an accessory. Newman stated that (2006), all shoes have a story and reflect the statue, sexual identity, ethnic group, religion, profession and also political view.