1. A PROJECT REPORT ON
CONSUMER BEHAVIOUR REGARDING
VARIOUS BRANDED SHOES
SUBMITTED TO:
PANJAB UNIVERSITY, CHANDIGARH
in partial fulfillment of requirement for the degree of
MASTER OF COMMERCE (M.COM)
SUPERVISED BY:- SUBMITTED BY:-
Mrs. Ranjit Kaur Jasdeep Kaur
M.com 2nd SEM
2298
GURU NANAK NATIONAL COLLEGE, DORAHA
2. LIST OF CONTENTS
CHAPTER NO. CHAPTER NAME
CHAPTER 1 EXECUTIVE SUMMARY
CHAPTER 2 RESEARCH OBJECTIVES
CHAPTER 3 RESEARCH METHODOLOGY
CHAPTER 4 LIMITATIONS
CHAPTER 5 COMPANY PROFILE
CHAPTER 6 DATA ANALYSIS &
INTERPRETATION
CHAPTER 7 SUGGESTION &
CONCLUSION
CHAPTER 8 ANNEXURE
CHAPTER 9 BIBLIOGRAPHY
3. ACKNOWLEDGEMENT
Success is an effort bounded activity that involves co-operation of all.
I hereby take the opportunity to express my profound sense of gratitude
and reverence to all those who have helped and encouraged me towards
successful completion of the Project Report. It has been a great experience
working on the concept of CONSUMER BEHAVIOUR REGARDING
VARIOUS BRANDED SHOES. It gives me complete insight of this concept
of marketing and its application.
I would like to thank my Project Guide Mrs. Ranjit Kaur for her immense
guidance, valuable help and the opportunity provided to me to complete the
project under her guidance.
I would like to thank all faculty members of GURU NANAK NATIONAL
COLLEGE DORAHA for guiding and supporting me in the completion of
project from time to time.
Last but not the least, my gratitude to great almighty and my parents
without whose concerned and devoted support the project would not have
been the way it is today.
JASDEEP KAUR
4. PREFACE
The project study on CONSUMER BEHAVIOUR REGARDING VARIOUS
BRANDED SHOES has been conducted to observe the preferences of
consumers. This system of education is highly appreciated as it provides
the students with an opportunity to acquaint them with the outside world.
The practical work helps the students to view the real business world
closely, which in turn widely influences their conception and perception.
In this project 50 respondents are selecting for knowing their
perception regarding branded shoes. For this purpose information is
collected from some areas of Ludhiana.
6. This project takes a look in various kinds of Merchandising activities,
market share of different shoes and various sales promotion schemes,
which are followed in the shoe industry. The three major players i.e.
Reebok, Nike and Adidas dominate the sports shoe industry in India. India
is one of few battlegrounds in the world where there is neck-to-neck
competition between the three. The companies claim to be in number one
sport coating the data produced by two different marketing research
companies.
In the 1980s, Adidas sneakers became popular amongst teenagers and
young men. The Adidas sneakers were popularized by the Run DMC song
“My Adidas” and became a huge fashion trend. The Tapie affair the history
of the company as presented by its official web site is incomplete, perhaps
because it is indirectly linked to financial scandals. After a period of serious
trouble. The death of Adolf Dassler‟s son Horst Dassler in 1987, the
company was bought in 1990 by Bernard Tapie, for 1.6 billion French
francs ($320million), which Tapie borrowed. Tapie was at the time a
famous specialist of rescuing bankrupt companies, a business on which he
built his fortune.
Nike is the world‟s #1 manufacturer and marketer of athletic footwear and
apparel. Almost out of the blue, the company established itself as one of
the world‟s most familiar brands during the 1980s and 1990s.
As familiar as a coke bottle or Big Mac, the Nike “swoosh” logo came to
symbolize not just sports culture, but street culture, as the appeal of the
star players who endorsed the brand was carried onto city streets. The
approach of the new century set Nike new problems.
Trainers went out of fashion, economic slowdown and labor problems hit
Asian performance. But the group has bounced back, retaining its iron grip
on the sporting apparel sector and still undisputed lender in sports-oriented
street wear.
Reebok is the world‟s third- largest maker of sneakers, athletic shoes and
sport apparel. Goods are sold under the brands Reebok, Rockport and
Greg Norman Collection. Reebok is also the official outfitter of the NFL and
has an exclusive deal to supply NBA jerseys beginning the season
Reebok announced in July it will merge with German Sporting apparel
company adidas-saloman in a deal valued at @3.8 billion. The merger is
7. expected to be completed by the first half of 2008 and will create the
second-largest sporting goods company behind Nike with @11billion in
revenues.
Adidas will maintain its corporate headquarter in Germany and its North
American headquarters in Portland, OR Paul Fireman will remain as chief
executive officer of the Reebok international ltd. And will continue to lead
the Reebok team. Reebok will continue to operate under its name and will
retain its headquarters in Canton, MA.
In fiscal 2008, Reebok had net income of @192.4million and sales of
@3.7billion.
The Action group is one of the India's leading business conglomerates. The
group commenced its operations as a source of footwear and its
components in domestic and export markets, gradually moving its core
other diversified fields such as: (API) Chemicals and Plasticizers,
(MICROTEK ) Computer Monitors and Peripherals, Power Back
Up/Inverters, (OKAYA) Batteries, (SUN CITY) Housing Projects and (SRI
BALAJI ACTION MEDICAL INSTITUTE) Health Care.
There are different individual companies under a common umbrella, each
dedicated to a specific line of product manufacturing, procuring or other
particular business activities.
9. The research study tends to follow and achieve specific objectives.
The objectives of this particular study are:-
To know the personal views of the people regarding various branded
shoes.
To study which branded shoe is mostly preferred by people as per
their choices.
Comparison between various branded shoes.
Find out factors influencing the people at the time of purchasing
shoes such as Quality, Durability, Variety, Price, And Use in
Sport s.
11. RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research
problem, it not only takes the research methods but also consider the logic
behind the methods. The study of research methodology for developing the
project gives us the necessary training in gathering materials and arranging
them, participation in the field work when required, and provides training in
techniques for the collection of data appropriate to particular problems.
RESEARCH PROBLEMS:- Consumer‟s preference about different
branded and non branded shoes.
RESEARCH METHODOLOGY:- Exploratory method.
SAMPLING PLAN:-
SAMPLE METHODS:- Random simple sampling
SAMPLE SIZE:- 50
PRIMARY DATA:- Questionnaire
Interview
SAMPLE
While deciding about the sample of research, it is required from the
12. Researcher‟s point to pay attention to these under mentioned points:
a) Sample Units: A decision has to be taken concerning a sampling
unit before selecting a sample, sampling unit may be a geographical
one such as state, district, village etc. so in this research sampling
unit is Ludhiana area.
b) Source of Data: Data required for the study was collected through
primary sources i.e. market survey.
c) Sampling Size: This refers to the no. of items to be selected from
the universe to constitute a sample. This is a major problem before
the researcher. The size of sample should neither be excessively
large not too small, it should be optimum. This size of population
must be kept in view for this also limits the sample size. Sample size
in this research is 50.
INSTRUMENTS USED
Primary data collected through sample survey from the selected elements
in malls and super markets. So for this purpose I have most popular tool of
primary data collection through direct communication with respondents.
The tools I used are questionnaire.
METHOD OF DATA COLLECTION
Actually data is of two kinds which are following-
a) Primary Data: primary data are those, which are afresh and for the
first time and this happen to be original in character.
b) Secondary Data: secondary data are those data which have already
been collected by someone else and which have already been used as per
required.
13. There are basically two sources to collect secondary data
a) Internally: provided by company/organization
b) Externally: various publication of central, state and local government.
Books, magazines, newspapers
Internet
After only keeping in mind one can think about what type of data has to be
collected during research as our research is concerned I have to gether
primary data for customer preference.
RESEARCH INSTRUMENTS:
QUESTIONNAIRE DESIGN:
As the questionnaire is self administered one, the survey is kept simple and
user friendly. Words used in questionnaire are readily understandable to all
respondent.
I have made the questionnaire in which questions are according to the
research and these are convenience for the respondent.
15. LIMITATIONS OF THE STUDY
While surveying I encounter with some problems like-
In some of the retail showroom it is not allowed to get the
questionnaire filled.
Many of the respondents were not willing to fill the questionnaire.
Some people were not willing to respond and few of them who
responded were in hurry hence the active participation was lacking.
Due to which I faced difficulties in collecting information‟s regarding
our questionnaire.
Another problem which I face was that people were hesitating to give
information about their views freely.
17. Adidas
INTRODUCTION
Adidas was formed by German sports apparel by the founder Adi Dassler
during the 1920‟s. “For over 80 years, Adidas has been part of the world of
sports on every level, delivering state-of-the-art sports
footwear, apparel and accessories. Today, Adidas is
a global leader not only in the shoe industry, but also
in the sporting goods industry. Shoes from the Adidas
are available in virtually every country of the world. .
Besides sports footwear, the company also produces
other products such as bags, shirts, watches,
eyewear and other sports and clothing-related
goods. The company is the largest sportswear
manufacturer in Europe and the second biggest sportswear manufacturer
in the world, after its American rival Nike.
The company‟s clothing and shoe design typically involve three parallel
stripes of the same color and the same motive is incorporated into Adidas
‟official logos.
HISTORY: The history of Adidas is one of
consistently meeting the evolving needs of the athlete. Focusing more on
function and less on fashion, Adidas strives to provide athletes with shoes
that can make a noticeable difference in their performance. Meeting athlete
needs is what makes Adidas the best. The company Adidas was founded
18. in the early 1920s as Gebruder Dassler Schuhfabrik, in Herzogenaurach in
Germany. Adolf Dassler designed a pair of sport shoes in 1925 and few
years later he and his brother Rudolph were selling special shoes for tennis
players and began design specific shoes for different sports. The family
company split in 1948. After the split, Adolf (Adi) Dassler founded Adidas
and his brother Rudolph founded Puma. The three-stripe logo was
designed in 1941 by Adi Dassler and he registered it as a trademark for
Adidas after the split.
The strength of Adidas was its product innovation. Adi Dassler registered
more than seven hundred patents. Adidas began selling its shoes in the
United States after 1968 and in few years the company dominated the
American market. The most important marketing breakthrough was the
active promotion of global sporting events, especially the Olympics. The
connection of Adidas to the Olympics has a rich heritage. At the 1972
Olympic game in Munich, every official wore Adidas.
Adidas has 107 subsidiaries in 20 countries, and exports to 160 countries.
Activities of the company and its subsidiaries are directed from Adidas-
Salomon AG's headquarters in Herzogenaurach, Germany.
Products: Adidas - footwear, apparel, and hardware such as bags and
balls. Salomon - Winter sports incl. skis, snowboards, snowblades, ski
boots and bindings, inline skates, hiking, apparel. Mavic -Cycle
components, Bonfire - Snowboard apparel. Arc'Teryx - Outdoor apparel,
climbing equipment, Cliché - Skateboard equipment, footwear and apparel,
Taylor Made-Adidas Golf - Golf equipment, golf apparel, golf shoes and
finally, Maxfli - Golf balls, irons and accessories.
19. COMPETITORS: Rudolf Dassler, Adie‟s brother, founded a rival
company, PUMA the chief competitors of Adidas are PUMA and
NIKE. In August 2005, the company announced that it had made a
deal to acquire rival REEBOK for$3.8 billion. The acquition would
increase its market share in North America and allow it to further
compete with Nike. This will propel Adidas to the number two spot in
the foot apparel market behind Nike. Adidas‟ trademark saying is
„impossible is nothing‟.
ENHANCEMENT
In the 1980s, Adidas sneakers became popular amongst teenagers
and young men. The Adidas sneaker was popularized by the RUN
DMC song “My Adidas” and became a huge fashion trend.
After a period of serious trouble following the death of Adolf
Dasseler‟s son Horst Dasseler in 1987, the company was bough t in
1990 by Bernard Tapie for 1.6 billion French Frances ($320million),
which Tapie borrowed. Tapie was at the time a famous specialist
rescuing bankrupt companies, a business on which he built his
fortune.
Tapie decided to move production offshore toAsia.he also hired
Madonna for promotion.
In 1992, Tapie was unable to pay interest from his loan. He
mandated the Credit Lyonnis bank to sell Adidas, and bank
subsequently converted the outstanding debt owed to equity of the
enterprise, which was unusual for then-current French banking
practice. Apparently, the State-owed bank had tried to get Tapie out
of dire financial straits as a personal favour to Tapie,reportedly
because Tapie was a minister of Urban Affairs in the French
government at the time.
February 1993, Credit Lyonnais sold Adidas to Robert Louis Dreyfus,
a friend of Bernard Tapie, for a much higher amount of money than
what Tapie owed 4.485 billion francs rather than 2.85billion.
Forgetting why the bank actually bought Adidas, Tapie later sued the
bank, because he felt spoiled by the indirect sale.
20. Robert Louis-Dreyfus became the new CEO of the company. He is
also the president of the Olymique de Marseille football team, to
which Tapie is closely linked.
Tapie went bankrupt himself in1994. He was the object of several
lawsuits, notably related to match fixing at the football club. He
spent 6 months in La Santé prison in Paris in1997.
POST -TAPIE ERA
In 1997, Adidas AG acquired the Salomon Group, and its corporate
name was changed toAdidas-Salomon AG.
In August 2005, Adidas declared its intention to buy Anglo -American
rival Reebok for US$3.8 billion. This takeover was completed in
august 2005 and meant that the company will now have closer
business sales as those of Nike in Northern America. The acquisition
of Reebok will also allow Adidas to compete with Nike Worldwide.
World cup 1954 when West Germany miraculously won the soccer
1954 World Cup, their footwear was supplied by Adidas. These
shoes introduced a technological breakthrough: studs with
screws.When weather were good and pitch was hard, the shoes
were equipped with short studs; when it rained; longer studs were
screwed on the bottom of the shoes. As the final game against the
highly-favoured team from Hungary was played in heavy rain, this
gave the German players a firmer hold on the slippery pitch.
Celebrities: Celebrities are often involved in advertising campaigns
such as television or print adverts to advertise specific or general
products. Adidas use David Bekham as their brand ambassador and
many more celebrities in every region to promote their product.
Adidas already has heavy weight sportsmen such as Sachin
Tendulkar, Leander Paes & Mahesh Bhupathi endorsing the brand in
India. They had the image, apart from endorsing the performance
element in the brand. Adidas steps out of crease with a clear sports
positioning.
21. ADIDAS IN INDIA
Adidas entered the Indian market in 1996 by setting up a 100%
subsidiary of Adidas AG called Adidas India Ltd. and announced its joint
venture with Magnum International Trading Company Ltd. on October 1,
1996. The new joint venture – Adidas India Ltd. – was incorporated with an
initial investment of US $ 205 million with Adidas India Ltd. holding 80% of
the equity and Magnum holding the balance 20%. This investment was
raised to US $ 6.4 million with the equity structure remaining the same.
Currently, the total investment stands at US $ 11.4 Million with the equity
structure changing to 91.4% by Adidas and 8.6% by magnum.
Adidas’ Range of Products in India: A month after announcing the joint
venture, Adidas India Ltd. launched its range of sports footwear, apparel
and accessories in New Delhi on November 1, 1996. Subsequently, Adidas
products were also launched in Mumbai, Bangalore, Chennai, Hyderabad
and Calcutta. Currently, Adidas products are available in 30 cities in India.
The range of Adidas products available in India include sports footwear
featuring some of the most popular innovations and technologies
developed by Adidas such as Feet You Wear, Torsion system and adi
wear. The sports footwear available in India includes a wide range of core
categories such as adventure, basketball cricket, golf, indoor, running,
tennis, training, soccer and workout.
Adidas has introduced in India, a wide range of sportswear for both men
and women. These include apparel for athletics, basketball, cricket, golf,
running, soccer, swimming, tennis and training for Men and women.
22. BRAND VALUE AND STRATEGY OF ADIDAS:
Brand value and strategy of Adidas Ag, a leading producer of sports
apparel. In 2006, Adidas owned another big brand Reebok for more than
3.5 million dollars.
The brand value of Adidas Ag, the leading leisure wear, sports footwear
and equipment producer across the globe is currently almost 2748 million
dollars.
The company's brand name is Adidas and it is displayed with a trefoil logo.
This logo, a very popular one, is a signature of Adidas' brand. It had been
launched in 1972.
The new Adidas logo, three stripes running across its several products,
was introduced in 1991.
In 2006, Adidas acquired the Reebok brand for 3.8 million dollars.
In 2007, Adidas repositioned its Reebok brand to attract the consumers of
athletics apparel. Moreover, the company adopted several plans to expand
its brand name .Adidas has given lot of emphasis on advertising. The
strong brand management has successfully branded the company over the
world.
Adidas has introduced several market campaigning ideas, for example, the
"Run Easy" campaign for the Reebok brand.
After acquisition, the main challenge was to avoid the competition
between the past two rival brands, Reebok, the producer of athletics'
sneaker, and Adidas. But
Reebok's brand managers have not only successfully done that but also
they increased the brand value of both Reebok and Adidas.
23. A HAWK EYE VIEW
In 1998, Adidas sued the NCAA over their
rules limiting the size and number of
commercial logos on team uniforms and
apparel. Adidas withdrew the suit, and the
two groups established guidelines as to what
three-stripe designs would be considered uses
Of the Adidas AG
ADIDAS
Type Public
Founded 1949
Location Herzogenaurach, Germany
Key people Adolph Dassler, founder
Herbert Hainer, CEO
Robin Stalker, CFO
Andreas Gellner, Managing
Director , India
Industry Textile
Products Footwear
Accessories
24. REEBOK
INTODUCTION
Reebok is the world‟s third-largest maker of sneakers, athletic shoes
and sports apparels. Good are sold under the brands
Reebok, Rockport, and Greg Norman Collection.
Reebok is also the official Outfitter of the NFL and has an exclusive deal to
supply NBA jerseys beginning this season.
Reebok announced in July it will merge with German sporting apparel
company adidas-saloman in a deal valued at $3.8 billion. The merger is
expected to be completed by the first half of 2006 and will create the
second-largest sporting goods company behind Nike with$11billion in
revenue.
Adidas will maintain its corporate headquarters in Germany and its North
American headquarters in Portland, OR. Paul Fireman will remain as Chief
Executive officer of Reebok international Ltd. And will continue to operate
under its name and will retain its headquarters in canton, MA.
In fiscal 2004, Reebok had net income of $192.4 million and sales of $3.7
billion.
HISTORY:
Reebok‟s origins go back to 1895 when Joseph
William Foster made running shoes with spikes in them. He formed a
company called J.W.Foster and sons which made shoes for athletes in the
1924 summer Olympics.
In 1958, two of the founder‟s grandsons started a companion company that
came to be known as Reebok, named for an African gazelle.
25. In 1979, Paul Fireman, a partner in an outdoor sporting goods
distributorship, spotted Reebok shoes at an international trade show. He
negotiated for the North American distribution license and introduced three
running shoes in the U.S that year. At $60, they were the most expensive
running shoes on the market.
By 1981, Reebok‟s sales exceed @1.5 million, but a dramatic was planned
for the next year. In 1982, Reebok introduced the first athletic shoe
designed especially for the women; a shoe for a new fitness exercise called
aerobic dance. The shoe was called the freestyle, and with it Reebok
anticipated and encouraged three major trends that transformed the athletic
footwear industry: the aerobic exercise movement, the influx of women into
sports and exercise and the acceptance of well-designed athletic footwear
by adults for street and casual wear.
Reebok went public in 1985.
The Chairman and CEO of Reebok was Paul Fireman. He was the one to
introduce the Freestyle in 1980 he was the founder and innovator of
Reebok. He left his position in 2006 and sold Reebok to Adidas for $3.8
billion. Paul Harrington took his place in April for two years. In March 2008
Uli Becker became CEO of Reebok. He is now responsible for Reebok
brands business around the world, and he reports to the chairman and
CEO of the Adidas group. The top 3 CEO connections are Mr. John Warren
who is the chief financial officer and general manager of sports licensed
division, Mr. Terry R. Pillow senior vice president, and Mr. Rick Paterno
senior Vice President. The top five shareholders are Bardwil Industries Inc,
Dr. Martens Airwair USA, llc, Native Intimates Ltd., Welspun USA, Ins.,
Alpha Mills Corporation. Its headquarters are in Canton, Massachusetts,
U.S.A. its regional offices are in Amsterdam, Montreal, Hong Kong, and
Mexico City.
REEBOK'S VISION
Reebok is dedicated to providing each and every athlete - from
26. professional athletes to recreational runners to kids on the playground -
with the opportunity, the products, and the inspiration to achieve what they
are capable of. We all have the potential to do great things. As a brand,
Reebok has the unique opportunity to help consumers, athletes and artists,
partners and employees fulfill their true potential and reach heights they
may have thought un-reachable.
REEBOK’S MISSION
At Reebok, we see the world a little differently and throughout our history
have made our mark when we‟ve had the courage to challenge convention.
Reebok creates products and marketing programs that reflect the brand‟s
unlimited creative potential.
REEBOK'S POSITIONING
Celebrate Individuality in Sport and Life
Reebok understands that people are, above all, unique. Reebok‟s
positioning reflects this; celebrating the distinct qualities that make people
who they are - their unique points of view, their individual style and their
remarkable talents and accomplishments. Reebok celebrates their
individuality, their authenticity and the courage it takes to forge their own
path to greatness. While some may call them crazy or eccentric, Reebok
calls them visionary and original.
REEBOK'S PURPOSE
To Empower Global Youth to Fulfill their Potential
Commitment to Corporate Responsibility is an important legacy and
hallmark of the Reebok brand. For two decades, Human Rights, through
the Reebok Human Rights program, were the primary focus of this effort.
Reebok has expanded on what had been built and created a Global
Corporate Citizenship platform with a purpose for the brand that will help
27. underprivileged, underserved youth around the world fulfill their potential
and live healthy, active lives.
REEBOK'S BRAND TERRITORY
Having Fun Staying in Shape
Having Fun Staying in Shape comes to life through a fun, bold, provocative
manner expressed through fresh, eye catching imagery signed off with a
unique 'Reeword.' The tone and manner allows the consumer to look at
sport and lifestyle through our lens of 'Ree.'
Reebok Shoes Industry - Fastest Growing Industries In
India:
Reebok shoes company offers a wide range of shoes, apparels and
accessories and the prices of these stuffs depend upon the design, comfort
and material used. Reebok shoes, apparels and other accessories in India
are expensive when we compare it with other brands but still are popular
and the choice of the elite class of the society. Now a day the shoe price
starts from Rs.1000 and goes up to Rs.15000
depending upon the kind of shoes one is looking for. The brand has
achieved great recognition amongst youngsters, middle aged and old
people because of its comfort, fitting characteristics and style.
To distinguish themselves from the other brands, Reebok also offers a wide
range of apparels for both men and women keeping into consideration the
latest fashion, style and brand image. The company is manufacturing
jackets, t-shirts, sweat shirts, pull over‟s, tracksuits, wind cheater etc. in
different designs and colours. Prices of these apparels depend upon the
28. quality and style of the product being taken. During season sale the
company also offers discounts on these products.
Recent Activities of Reebok
a) In 2009, Reebok launched JUKARI Fit to Fly, an innovative gym workout
designed for all women with one single objective – to make fitness for
women fun again. JUKARI, the result of a long-term relationship between
Reebok and the globally renowned entertainment company.
b) In 2009, Reebok launched the EasyTone footwear collection that allows
consumers to "take the gym with them." The EasyTone technology involves
two balance pods under the heel and forefoot of the shoe that create a
natural instability with every step, which Reebok claims forces the muscles
to adapt and develop tone.
c) In April 2008 Reebok launched its online store in UK and France. In
January 2009 Reebok had extended the store to Germany, Austria,
Netherlands, Belgium and Ireland and had also introduced Your Reebok –
an application to design your own Reeboks.
d) For the 2008–09 season, Reebok created the Reebok Edge 2 uniform
system, for National Hockey League's players. The league adopted the
jersey and now all teams sport the new style for both their home and away
jerseys.
e) In July 2007, Reebok launched its Lifestyle Footwear Collection in
association with Daddy Yankee's new album. In December 2007, Reebok
launched the GOAL Collection of football gear on the release of the Indian
football movie Dhan Dhana Dhan Goal.
f) In June 2007, Reebok announced Scarlett Johansson on its array of
brand ambassadors. Johansson promotes the Scarlett 'Hearts' Rbk"
collection, a 'fashion-forward, athletic-inspired' footwear targeted at the
Indian market.
29. NIKE
INTODUCTION
Nike is a major publicly traded sportswear and equipment supplier based in
the United States. The company is headquartered near Beaverton, Oregon,
which is part of the Portland metropolitan area. It is the world's leading
supplier of athletic and apparel and a major manufacturer of sports
equipment with revenue in excess of US$18.6 billion in its fiscal year 2008
(ending May 31, 2008). As of 2008, it employed more than 30,000 people
worldwide. Nike and Precision Castparts are the only Fortune
500companies headquartered in the state of Oregon, according to The
Oregonian.
The company was founded on January 25, 1964 as Blue Ribbon
Sports by Bill Bower man and Philip Knight, and officially became Nike, Inc.
on May 30, 1978. The company takes its name from Nike the Greek
goddess of victory. Nike markets its products under its own brand as well
as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding and
subsidiaries including Cole, Hurley International, Umbro and Converse. Nike
also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and
2008.[4] In addition to manufacturing sportswear and equipment, the
company operates retail stores under the Niketown name. Nike sponsors
many high profile athletes and sports teams around the world, with the
highly recognized trademarks of "Just do it" and the Swoosh logo.
30. HISTORY
Nike, originally known as "Blue Ribbon Sports", was founded by University
of Oregon track athlete Philip Knight and his coach Bill Bowerman in
January 1964. The company initially operated as a distributor for Japanese
shoe maker Onitsuka Tiger (now ASICS), making most sales at track
meets out of Knight's automobile.
The company's profits grew quickly, and in 1967, BRS opened its first retail
store, located on Pico Boulevard in Santa Monica, California. By 1971, the
relationship between BRS and Onitsuka Tiger was nearing an end. BRS
prepared to launch its own line of footwear, which would bear the newly
designed Swoosh by Carolyn Davidson. The Swoosh was first used by
Nike on June 18, 1971, and was registered with the U.S. Patent and
Trademark Office on January 22, 1974.
The first shoe sold to the public to carry this design was a soccer shoe
named Nike, which was released in the summer of 1971. In February 1972,
BRS introduced its first line of Nike shoes, with the name Nike derived from
the Greek goddess of victory. In 1978, BRS, Inc. officially renamed itself
to Nike, Inc.. Beginning with Ilie Năstase, the first professional athlete to
sign with BRS/Nike, the sponsorship of athletes became a key marketing
tool for the rapidly growing company.
The company's first self-designed product was based on Bowerman's
"waffle" design. After the University of Oregon resurfaced the track
at Hayward Field, Bowerman began experimenting with different potential
outsoles that would grip the new urethane track more effectively. His efforts
were rewarded one Sunday morning when he poured liquid urethane into
his wife's waffle iron. Bowerman developed and refined the so-called
'waffle' sole which would evolve into the now-iconic Waffle Trainer in 1974.
31. By 1980, Nike had reached a 50% market share in the U.S. athletic shoe
market, and the company went public in December of that year. Its growth
was due largely to 'word-of-foot' advertising (to quote a Nike print ad from
the late 1970s), rather than television ads. Nike's first national television
commercials ran in October 1982 during the broadcast of the New York
Marathon. The ads were created by Portland-based advertising
agency Wieden+Kennedy, which had formed several months earlier in April
1982.
Together, Nike and Wieden+Kennedy have created many print and
television advertisements and the agency continues to be Nike's primary
today. It was agency co-founder Dan Wiedenwho coined the now-famous
slogan "Just Do It" for a 1988 Nike ad campaign, which was chosen
by Advertising Age as one of the top five ad slogans of the 20th century,
and the campaign has been enshrined in the Smithsonian Institution. San
Franciscan Walt Stack was featured in Nike's first "Just Do It"
advertisement that debuted on July 1, 1988. Wieden credits the inspiration
for the slogan to "Let‟s do it", the last words spoken by Gary Gilmore before
he was executed.
Throughout the 1980s, Nike expanded its product line to include many
other sports and regions throughout the world.
PRODUCT
Nike produces a wide range of sports equipment. Their first products were
track running shoes. They currently also make shoes, jerseys,
shorts, baselayers etc. for a wide range of sports including track and
32. field, baseball, ice hockey, tennis, association
football (soccer), lacrosse,basketball and cricket. Nike Air Max is a line of
shoes first released by Nike, Inc. in 1987. The most recent additions to their
line are the Nike 6.0, Nike NYX, and Nike SB shoes, designed
for skateboarding. Nike has recently introduced cricket shoes, called Air
Zoom Yorker, designed to be 30% lighter than their competitors'. In 2008,
Nike introduced the Air Jordan XX3, a high-performance basketball shoe
designed with the environment in mind.
Nike sells an assortment of products, including shoes and apparel for
sports activities like association football, basketball, running, combat
sports, tennis, American football, athletics, golf and cross training for men,
women, and children. Nike also sells shoes for outdoor activities such as
tennis, golf, skateboarding, association football, baseball, American
football, cycling, volleyball, wrestling, cheerleading, aquatic activities, auto
racing and other athletic and recreational uses. Nike is well known and
popular in youth culture, chav culture and hip hop cultureas they
supply urban fashion clothing. Nike recently teamed up with Apple Inc. to
produce the Nike+ product which monitors a runner's performance via a
radio device in the shoe which links to the iPod nano. While the product
generates useful statistics, it has been criticized by researchers who were
able to identify users' RFID devices from 60 feet (18 m) away using small,
concealable intelligence motes in a wireless sensor network.
In 2004, they launched the SPARQ Training Program/Division.
Some of Nike's newest shoes contain Flywire and Lunarlite Foam. These
are materials used to reduce the weight of many types of shoes.
33. MANUFACTURING
Nike has contracted with more than 700 shops around the world and has
offices located in 45 countries outside the United States Most of the
factories are located in Asia, including Indonesia, China, Taiwan, India,
Thailand, Vietnam, Pakistan, Philippines, and Malaysia Nike is hesitant to
disclose information about the contract companies it works with. However,
due to harsh criticism from some organizations like CorpWatch, Nike has
disclosed information about its contract factories in its Corporate
Governance Report.
A Hawk Eye view
Type: Public
Traded as: NYSE: NKE
Industry: Clothing and Sports equipment
Founded: 1964 (as Blue Ribbon Sports)
Founder(s) : William J. "Bill" Bowerman Philip H. Knight
Headquarters: Washington County, Oregon, United States
Area served: Worldwide
Key people: Philip H. Knight (Chairman)
Mark Parker (President and CEO)
Products: Athletic shoes
35. ACTION
PROFILE OF THE ORGANISATION:
“A relentless race against time.The burning passion to win..A strong desire to set the
trends...
No wonder
, life is all Action...."
What one needs is a partner that's always on the move, that tracks your
Every move, just right and smartly too. And that's exactly the inspiration
behind our trendy footwear collection ranging from performance sport
shoes to semi-formal and formal footwear for men, women, teenagers and
kids. Ultimate in design, comfort, and fit. Action shoes not only look good
but also are good for your feet. Each Action product is the manifestationof
our high standards of workmanship, access to latest technology. That's
how Action issynonymous with maximum quality and performance.... and of
course that essential look.So gets into Action. And feel free to walk on the
rough roads of life. Surely you'll be thewinner.
ABOUT THE COMPANY:
The Action group is one of the India's leading business conglomerates. The
groupcommenced its operations as a source of footwear and its
components in domestic and export markets, gradually moving its core
other diversified fields such as: (API) Chemicals and Plasticizers,
(MICROTEK ) Computer Monitors and Peripherals, Power Back
Up/Inverters, (OKAYA) Batteries, (SUN CITY) Housing Projects and (SRI
BALAJI ACTION MEDICAL INSTITUTE) Health Care.
36. There are different individual companies under a common umbrella, each
dedicated to a specific line of product manufacturing, procuring or other
particular business activities.
Today the group strategy is to be competitive and to be a leader in the
quality of goods and services provided
ABOUT COMPANY’S WORKINGS:
With over three decades of experience in footwear industry, Action is
synonymous with quality shoes for the whole family-ranging from casuals to
formals; from daily wear to sportswear and from an elegant collection for
ladies to a fun range for kids.
True to its name Action is always on the move to scale newer heights in
footwear designing and manufacturing. Intensive R& D efforts and the
latest technology go into the making of Action footwear. We have in house
manufacturing facilities, including modern equipments and machineries
specially procured from different countries to manufacture footwear at par
with international class and quality.
Each Action shoe is the product of a relentless quest for quality, high level
of workmanship and a true commitment to customer satisfaction. At Action
we strive to listen to the customers in their local markets and identify their
footwear needs and then provide products that exceed the customer's
expectations in terms of quality, style and value.
Hardly surprising, Action has carved a special niche in the Indian footwear
market and in the hearts of millions of its consumers throughout
the country.
37. COMPANY’S LOCATION:
Action is headquartered in Delhi, supported by multiple manufacturing and
development units in rest of the states like - Haryana, Himachal Pradesh
and Daman etc. A number of its executives are based in customer
geographies with the express purpose of creating and nurturing channel
partners as well as customers relationship.
STRATEGIC INTENT
VISION
To nurture a financially strong, growth oriented group through leadership
and innovation and to widen future options by entering newly emerging
industries where the potential seems enormous. We as a group shall
continue to seek opportunities where we can leverage our resources.
MISSION
At Action group our mission is to work together, respecting each other, our
skills and knowledge to:-
Build higher quality of products and services
Continually strive to enhance customer satisfaction.
Improve customer retention and loyalty.
Gain a competitive advantage and larger market share
38. Elimination of scrap, waste, defects and errors.
To create a great place to work.
Be welcomed in the communities in which we operate.
VALUES
How we accomplish our mission is as important as the mission itself.
Fundamental to the success for the company are these basic values.
Teamwork
Learning and Innovation
Energy and Passion
Employee involvement in process improvement. Integrity and
accountability.
MARKET POSITIONING
Action has consistently used "COMPLETE FAMILY FOOTWEAR"
positioning and continues to use it. The company virtually makes shoes for
the entire family- more precisely-for everyone- for all occasions.
39. DISTRIBUTION NETWORK
To complement our philosophy of catering to every walk of life, our
powerful distribution network is mushroomed far and wide.
Action has established a wide marketing network for distributing
its products in India. The extensive distribution network, built over the
years, is a major strength for Action products. Action products are available
to consumers, even in the most remote places and in the smallest of
villages with a very meager population.
The distribution network comprising of DISTRIBUTORS, WHOLESALERS,
RETAILERS AND EBO's throughout the country, ensures that the
customer wherever located is served efficiently. We have network of more
than50,000 retail outlets all over India to sell our footwear, which is being sold
through more than500 distributors appointed by the company.
41. AGE
Age considered as an important factor which affects the buying habits of
individuals like as preferences of young persons are differ as compared to
old ones.
AGE (IN YEARS) FREQUENCT OF PERCENTAGE OF
RESPONDENT RESPONDENTS
15-25 23 46
26-35 27 54
AGE OF RESPONDENT
54%
%OF RESPONDENT
52%
50%
54%
48%
46% 26-35
46%
44%
15-25
42%
15-25 26-35
AGE
INTERPRETATION: Analysis indicate that out of 50 respondents 23
persons belongs to age group between 15-25 and another 27 persons
belong to age group of 26-35 years old. Teenagers like to wear sports
shoes and younger people prefer to wear formal shoes.
42. EDUCATION LEVEL OF RESPONDENTS
Education greatly influenced the choice, preference and habit of a person.
Many living habits learn from education. Education makes him aware about
the running fashion.
EDUCATION LEVEL FREQUENCT OF PERCENTAGE OF
RESPONDENT RESPONDENTS
U. GRADUATE 19 38
GRADUATE 16 32
POST GRADUATE 5 10
ANY OTHER 10 20
INTERPRETATION: Studies revealed that 38% respondents are under
graduate and they prefer to wear sport shoes. There are 32% persons are
graduate and they wear shoes according to latest fashion and 10%
respondents are post graduate and they prefer to wear formal shoes.
There are 20% respondents who belong to another field of courses.
43. TYPE OF FAMILY
Family is a group comprising a husband and wife and their dependent
children, constituting a fundamental unit in the organization of society.
TYPE OF FAMILY FREQUENCY OF PERCENTAGE OF
RESPONDENTS RESPONDENT
NUCLEAR 27 54
JOINT 23 46
TYPE OF FAMILY
54%
%OF RESPONDENT
52%
50%
54%
48%
46% joint
46% NUCLEAR
44%
42%
NUCLEAR JOINT
TYPE OF FAMILY
INTERPRETATION: Family plays an important role in decision making.
Data consists of 54% nuclear families where family members take their
own decisions and have enough money to spend. There are 46%
respondents come from joint families and they take buying decision
according to budget of the family.
44. MARITAL STATUS
Marriage is a social union or legal contract between people that creates
kinship.
MARITAL STATUS FREQUENCY OF PERCENTAGE OF
RESPONDENTS RESPONDENT
MARRIED 19 38
UNMARRIED 31 62
.
MARITAL STATUS
70%
% OF RESPONDENT
60%
62%
50%
40%
30% 38%
20% UNMARRIED
10%
MARRIED
0%
MARRIED UNMARRIED
MARITAL STATUS
INTERPRETATION: Data consists of 38% married respondents who buy
branded shoes after considering price and other attributes of the product.
And another 62% respondent takes their own decision and they spend
money according to their will.
45. INCOME LEVEL
For household and individual income is the sum of all the wages, salaries,
profits, interest‟s payments, rents and other forms of earning received in a
given period of time?
INCOME (IN 000) FREQUENCY OF PERCENTAGE OF
RESPONDENTS RESPONDENT
5-10 10 20
10-15 12 24
15-20 13 26
20&ABOVE 15 30
FAMILY INCOME
30%
% OF RESPONDENT
25%
20%
15% 26% 30%
20% 24%
10%
5%
0% %OF RESPONDENT
INCOME LEVEL
INTERPRETATION: Data indicate that 20% belong to income category of
Rs 5-10and 24% fall between Rs 10-15. There is 26% fall between income
categories of 15-20. And another 30% come under income group of
20&above. Low income group prefer to wear unbranded shoes
46. TYPE OF SHOES LIKE TO WEAR
Type of shoe a customer wants to wear depends upon his choice and
profession.
TYPE OF SHOES FREQUENCY OF PERCENTAGE
RESPONDENT OF
RESPONDETS
FORMAL 20 40
SPORTS 14 28
CASUAL 12 24
ANY OTHER 4 8
8%
FORMAL
24% 40%
SPORTS
CASUAL
ANY
28% OYHER
INTERPRETATION: It is analyzed that 40% peoples prefer to wear formal
shoes and these shoes are mostly referred by businessmen and
professionals.
Sports shoes are first preferred by young hunks, sportsmen and college
going students.
Casual shoes are worn on special occasions.
47. PRESENT CONSUMERS OF BRANDED SHOES
Branded shoes represent status symbol of a person in the society.
RESPONSES FREQUENCY OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
YES 34 68
NO 10 20
INDIFFERENT 6 12
present consumers of branded
80%
70% shoes
%of respondents
60%
50%
40%
68%
30%
20%
10% 20%
12%
0%
yes no indifferent
Responses
INTERPRETATION: The analysis showed that 68% consumers like to wear
branded shoes. There are other 20% consumers who never wear branded
shoes and 12% not even conscious about branded shoes.
.
48. BRAND AWERENESS OF RESPONDENTS
A consumer can buy any product only when he or she aware about the
availability of that product in the market.
BRANDS FREQUENCY OF PERCENTAGE OF
RESPONDENTS RESPONDENT
NIKE 30 60
ACTION 24 48
ADIDAS 38 76
REEBOK 31 62
ANY OTHER 12 24
(NOTE:-%vary because respondents are free to tick more than one option)
24%
NIKE
60%
62% ACTION
48% ADIDAS
76%
REEBOK
ANY OTHER
INTERPRETATION: Analysis revealed that Adidas is most popular brand
among consumers so it serves 76% customers. NIKE and REEBOK have
also strong place in the market and they both fetch 60% and 62%
customers respectively. There is also strong competition among them.
There are 48%of the consumers are aware about Action shoes.
49. BRAND LIKE THE MOST
A customer like only that brand which provide him or her more satisfaction
as compared to other brands available in the market.
BRANDS FREQUENCY OF PERCENTAGE OF
RESPONDENT RESPONDENTS
NIKE 11 22
ACTION 5 10
ADIDAS 19 38
REEBOK 13 26
ANY OTHER 2 4
Brand like the most
40%
%of respondent
35%
30%
25% NIKE
20% 38%
15% 26% ACTION
10% 22%
5% 10% ADIDAS
0% 4%
NIKE ACTION ADIDAS REEBOK ANY REEBOK
OTHER ANY OTHER
Name of brand
INTERPRETATION: The image of the brand affects the purchasing
decision; study concludes that Adidas is popular brand among other brands
and 38% respondents using it. There are 26% customers wearing Reebok
shoes, 22% wearing Nike shoes and 10% wearing Action shoes. There is
4% respondent wearing other shoes.
50. PURCHASING PLACE
Place play an important role in the marketing of products.
PLACE FREQUENCY OF PERCENTAGE OF
RESPONDENT RESPONDENTS
DEPARTMENTAL 9 18
STORE
ORDINARY 17 34
SHOWROOM
EXCLUSIVE 20 40
SHOWROOM
ANY OTHER 4 8
45%
40%
purchasing place
% of respondent
35%
30%
25%
20% 40%
15% 34%
10% 18%
5% 8%
0%
D. STORE O.SHOWROOM EX. SHOWROOM ANY OTHER
place
INTERPRETATION: Most of the consumers prefer to buy branded shoes
from exclusive showroom and their percentage is 40% and 34% like to buy
from ordinary showrooms and 18%, consumer go to departmental stores.
51. ADVERTISING MEDIA
Advertising is the art of influencing human action to buy or possess ones
product. The term „media‟ refers to the mean through which the advertising
information is communicated by the advertiser to the prospective
customers.
TYPE OF MEDIA FREQUENCY OF PERCENTAGE OF
RESPONDENT RESPONDENTS
ADVERTISEMENT 13 26
FRIENDS 9 18
SALES PERSONS 19 38
EXCLUSIVE 9 18
SHOWROOM
ANY OTHER NIL NIL
Advertising media
E.SHO
WROO ADVERT
M ISEMEN
18% T
26%
SALESP
ERSON
38% FRIEND
S
18%
INTERPRETATION: Analysis revealed that 38% of the total respondents
become aware about particular brands through salespersons, 26%through
advertisement, 18% through friends, and another 18% through exclusive
showroom.
52. AFFECT OF ADVERTISEMENT ON BUYING DECISION
Advertising provides maximum information about the availability of products
to consumers, so they can select appropriate products.
RESPONSES FREQUENCY OF PERCENTAGE OF
RESPONDENT RESPONDENTS
YES 36 72
NO 14 28
80% Affect of advertisement
70%
%of respondents
60%
50%
40% 72%
30%
20%
28%
10%
0%
YES NO
Responses
INTERPRETATION: To measure the effective of advertisement it is
necessary to know the effect of advertisement on the consumer, as study
indicates 72% are those whose purchasing decision is affected by
advertisement and 28%respondent‟s decision is not affected by
advertisement.
53. EFFECT OF PRICE
Price may be defined as money consideration asked for or offered or
exchanged for a specified unit of a good or service. Prices are generally
determined by market conditions.
RESPONSES FREQUENCY OF PERCENTAGE OF
RESPONDENT RESPONDENTS
YES 39 78
NO 11 22
Effect of price
80%
%of respondents
yes
60%
no
40% 78%
20%
22%
0%
YES
NO
Responses
INTERPRETATION: Analysis shows that 78% respondents change their
purchasing decision if there is any increase in price and 22%respondents
do not change their decision even if there is any increase in price because
of brand image.
54. REPURCHASE PERIOD
Purchasing decision of consumer depends upon the income level of the
consumer.
REPURCHASE PERIOD FREQUENCY OF PERCENTAGE OF
RESPONDENT RESPONDENTS
ONCE A YR 18 36
TWICE A YR 14 28
THRICE A YR 2 4
SEASONAL 12 24
SPECIAL OCCASION 4 8
40% purchasing behaviour
35%
%of respondents
30%
25%
20%
36%
15% 28%
10% 24%
5% 8%
0% 4%
Period
INTERPRETATION: Most of the consumer purchase once in a year and
their percentage is 36% and 28% purchase twice a year, 4%thrice a year,
24% purchase seasonally and 8% purchase on special occasions.
55. FACTORS AFFECTING THE PURCHASING DECISION
Price and quality of the product are the main factors which affect the final
decision of the consumer.
FACTORS LARGE SOME LEAST WEIGHTED
EXTENT(3) EXTENT(2) EXTENT(1) AVERAGE
PRICE 28 13 9 2.38
QUALITY 45 5 - 2.9
SIZE 50 - - 3
DESIGN 26 17 7 2.38
COLOR 19 18 13 2.1
DURABILITY 35 10 5 2.6
AVAILABILITY 38 8 4 2.68
BRANDIMAGE 29 19 2 2.54
3.5
Factors considering while purchasing
3 3
2.9
2.5 2.6
2.38 2.38
weighted average
2 2.1
1.5
1 WEIGHTED AVERAGE
0.5
0
Factors
INTERPRETATION: Studies reveals that price, quality, size, design,
durability, availability and brand image fall between large extent and some
extent, other attributes like colors of the shoes lies between the some
extent and least extent.
56. CUSTOMER SATISFACTION LEVEL FROM DIFFERENT
ATTRIBUTES OF A PRODUCT
Customer is king of the market so he wants maximum satisfaction
from the product that he buys.
FACTORS HIGHLY SATISFI NEUTR DISSATISFI HIGHLY WEIGHT
SATISFI ED AL ED DISSATISFI -ED
ED (4) (3) (2) ED AVERA
(5) GE
PRICE 7 23 17 2 1 3.64
BRAND 23 15 7 5 _ 4.12
IMAGE
QUALITY 18 21 11 - - 4.14
SIZE 17 19 13 1 - 4.04
COMFOR 25 17 8 - - 4.34
T
DURABILI 15 27 8 - 1 4.14
TY
Satisfaction level of customer
4.4
4.34
4.2
4.12 4.14 4.14
weighted average
4 4.04
3.8
3.6 3.64
WEIGHTED AVG.
3.4
3.2
Factors
INTERPRETATION: A Study show that consumers are not highly satisfied
with the prices of branded shoes but they are satisfied with other attributes
to large extent.
57. BRAND LOYALTY
Brand loyalty refers to that a customer being permanent consumer of brand
and he never switch over to other brand.
RESPONSES FREQUENCY OF PERCENTAGE OF
RESPONDENT RESPONDENTS
YES 21 42
NO 29 58
BRAND LOYALTY
42%
YES
58%
NO
INTERPRETATION: Study indicates that only42% is the loyal customers
and 58% will change their brand if all the qualities are available with the
new products.
59. FINDINGS, SUGGESTIONS AND CONCLUSION
RESEARCH FINDING:
After assessing the overall market scenarios what came in picture was as
follows:
Consumer reaction suggests that Adidas is the marker leader among
all its close counterparts in the sport shoes and apparel segments.
NIKE is chasing its position most aggressively so now it requires
maintaining its position with new stuff.
ADIDAS has been major competitor for NIKE and REEBOK.
60% Customers are still pro NIKE believer.
The new stuff of the ADIDAS is attracting the consumers more which
might lead ADIDAS at the top spot in the pack in coming financial
year.
Consumers are not showing that kind of craze in ACTION for past
few years.
Probably it could be because of the aggressive attention snatched by
brands like NIKE and ADIDAS especially in India.
Celebrities also affect the sale of brand .ADIDAS shoes promoted by
David Beckham.
72% respondents take their buying decision after considering the
advertisement of brand.
Most of respondents prefer to purchase shoes from exclusive
showrooms.
Businessman, serviceman and professionals prefer to wear formal
shoes because of status and students like to wear only sports and
casual branded shoes.
60. SUGGESTIONS:
Department stores are the prime sales and marketing channel for
branded shoes. In addition, store decorations and product displays
should be designed to create a strong first impression.
Seasonal promotion campaigns, like special discounts and
advertisements, could be employed. New lines of collections should
be introduced for festivals.
The prices of branded shoes must be reduced to increase sales.
Conclusion
“THE BOTTOM LINE” OF THE MARKET RESEARCH
SPEAKS THAT BRANDED SHOES IN INDIA HAS BEEN
INCREASING ON DAY BY DAY BASIS.
THAT SOUNDS GOOD FOR INTERNATIONAL AS WELL
AS DOMESTIC MARKET
62. QUESTIONNAIRE
PERSONAL PROFILE
I. NAME :
II. AGE :
III. ADDRESS :
IV. TELEPHONE :
V. OCCUPATION :
VI. EDUCATION
Under Graduation Graduate
Post Graduate Any
other
VII. TYPE OF FAMILY
NUCLEAR Joint Family
VIII. MARITAL STATUS
Married Unmarried
Any other
IX. FAMILY INCOME (RS. Per month)
5000-10000
10000-15000
63. 15000-20000
20000 & above
1. Which type of shoes do you like to wear?
Formal Sports
Casual Any Other
2. Do you wear Branded Shoes?
Yes No
Indifferent
3. Are you Aware about the following Brands of Shoes?
Nike Adidas
Action Reebok
Any Other
4. Which Brand does you like the most?
Nike Adidas
Action Reebok
Any Other
64. 5. Up to what extent do you consider following features of
Brand while purchasing?
Large Extent Some Extent Least Extent
Price
Quality
Size
Design
Color
Durability
Availability
Brand image
Special offers
6. How do you get aware about this particular Brand?
Advertisement Sales Persons
Friends Exclusive Showrooms
Any Other
7. From where do you like to purchase your Branded
shoes?
Departmental Stores Ordinary Showrooms
65. Exclusive showrooms any other
8. Do you think advertisement effect your purchasing
decision?
Yes No
9. How often do you buy branded shoes?
Once a Year Twice a Year
Thrice a Year Seasonally
Special occasion any other
10. Up to what extent have you satisfied by the following
attributes?
Highly Satis- Neutral Dissatisfied Highly dis
Satisfied fied -satisfied
Price
Brand image
Quality
Size
Comfort
Durability
Any Other
66. 11. Where is any increase in price of this brand, is that
Effect your purchase decision?
Yes No
Indifferent
12. Would you like to buy another brand if all the attributes
Are Available in other brand?
Yes No
68. BIBLIOGRAPHY
The list of reference for the purpose of completing this marketing
project is as given below:
BOOKS:
Marketing management By: Philip Kotler
Marketing management By: J.C Gandhi
Functional management By: R.K.Sharma
INTERNET:
www.google.com
www.wlkipedia.com
www.paradise.com
NEWSPAPER:
