The Footwear fashion plays a paramount role in shaping footwear consumerism. With the change in the lifestyle, fashion in India is becoming more diversified, as in the western countries. Technology, ideas & lifestyles are moving concurrently & quickly. Companies & brands that offered monotonous & mundane products for years, have now multiplied their product ranges & new appealing styles, shapes & forms are being launched each season by them. Consumer behaviour is a set of dynamic decision-making processes that encompass the purchase and use of products. The main aim of the study focuses on the consumer preference and brand preference in footwear market in Ludhiana city.