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The purpose of this research is to study how different factors of consumer behaviour effect on decision-making during brand shoes selection. This study includes factors of consumer behaviour such are cultural, social, personal and psychological. And The second part of study define how marketing mix is influenced on sale, mainly focus on customer’s brand choices and market’s expansion. The study divided into a theory part and empirical part. The theoretical part discusses the basics of factors affecting purchase decision, decision-making process, marketing mix and brands equities. The empirical part of the thesis includes a survey that was carried by a self-administered questionnaire.