This study examines the relationship between product variety and customer preference with special reference to Trice Footwear, Vadakara. The main objective of the study is to analyse the variety of footwear products available in the store and understand customer preferences when purchasing footwear. The research follows a descriptive research design, and both primary and secondary data were used. Primary data was collected through a structured questionnaire from 100 customers visiting the store. The collected data was analysed using percentage analysis and simple statistical tools. The findings reveal that customers prefer stores that provide a wide range of footwear options in terms of design, brand, size, and price range. Comfort, price, and design were identified as the most important factors influencing purchase decisions. The study concludes that product variety plays an important role in improving customer satisfaction and attracting more customers to the store.