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Term paperOf
Consumer Behavior
Topic: Consumer behavior towards different branded shoes
Submitted to: Submitted by:
Mr. Sanjay Sir Ashiz Aziz Bhat
Section: Rs1802
Roll No: B53
Group: G2
Reg.No:10811517
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TABLE OF CONTENTS
CONTENT PAGE NO
Acknowledgement 2
Declaration 3
Executive Summary 4
Research Objectives 6
Research Methodology 7-10
Limitations 11
Company Profile 12-28
Data Analysis & Interpretation 29-42
Suggestions & Recommendations 43-44
Annexure 44-48
Bibliography 49-50
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ACKNOWLEDGEMENT
The term paper on CONSUMER PREFERENCE ABOUT DIFFERENT
BRANDED SPORTS SHOES has been given to me as part of the curriculum in 2-Years
Masters Degree in Business Administration. I have tried my best to present this
information as clearly as possible using basic terms that I hope will be comprehended by
the widest spectrum of researchers, analysts and students for further studies.
I also thankful to my friend who helped me a lot in the completion of this project.
Ashiq Aziz
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EXECUTIVE SUMMARY
This project takes a look in various kinds of Merchandising activities, Market
Share of different sports shoes and various Sales Promotion schemes,
which are followed in the Sports shoes industry. The three major
global players i.e. Reebok, Nike, and Adidas dominate the sports
shoes 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 producedby two different marketing research companies.
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. 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.
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Trainers went (briefly) 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 leader in sports-oriented street wear.
Reebok is the world's third-largest maker of sneakers, athletic shoes and sports 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 this season.
Reebok announced in July it will merge with German sporting apparel company
Adidas-Salomon in a deal valued at $3.8 billion. The merger is expected to be completed
by the first half of 2008 and will create the second-largest sporting goods company
behind Nike with $11 billion in revenues.
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 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 $192.4 million and sales of $3.7 billion.
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RESEARCH OBJECTIVE
The research study tends to follow and achieve specific objectives.The objectives of this particular study are:-
To know the personal views of Lovely Professional University students regarding
choices among various branded sport shoes.
To study which branded sport shoes is mostly preferred by students as per their
choices.
Comparison between various branded sport shoes.
Find out factor influencing the people at the time of purchasing sport shoes
QUALITY, DUREBILITY, VARIETY, PRICE, And USE IN SPORT OR ANYOTHER.
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RESEARCH METHOLOGY
RESEARCH METHODOLOGY
Research problems: consumers behavior about the different branded sports
shoes
Research methodology: Exploratory method
SAMPLING PLAN -
Sample Methods - Random Simple Sampling
Sample size - 100
Primary data -Questionnaire
SAMPLE
While deciding about the sample of research, it is required from the
researchers 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
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one such as state, district, village Etc. so in this research sampling
unit is Lovely Professional University campus.
Source of data: Data required for the study was collected throughprimary sources I.e. Questionnaire
INSTRUMENTS USED
The tools I used is questionnaires.
.
METHOD OF DATA COLLECTION
Actually data is of two kinds which are following-
a) Primary Data: Primary data are those, which are collected 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.
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LIMITATIONS OF THE STUDY
While surveying I encounter with some problems like-
A survey should involve a larger sample size otherwise the findings of
the survey can not be generalized.
But a larger sample size may increase the time and cost of collecting
the primary data with the help of Questionnaire.
Many of the respondents were not willing to fill the questionnaire.
Another problem which I face was that students were hesitating to
give information about their views freely.
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AdidasINTRODUCTION
Adidas is a German sports apparel manufacturer, part of the Adidas-
Salomon Corporation. Adidas was named after its founder, Adolph (Adi )
Das sler, who started producing shoes in the 1920s in Herzogenaurach near
Nuremberg with the help of his fellow friend Cody. It registered as Adidas
AG on 18 August1949. The company's clothing and shoe designs typically
include three parallel stripes of the same color, and the same motive is
incorporated into Adidas' official logos.
COMPETITORS
Rudolf Dassler, Adies 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 Reebokfor $3.8 billion.
The acquisition 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'.
http://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Corporationhttp://en.wikipedia.org/wiki/Adolf_Dasslerhttp://en.wikipedia.org/wiki/Adolf_Dasslerhttp://en.wikipedia.org/wiki/Adolf_Dasslerhttp://en.wikipedia.org/wiki/Shoehttp://en.wikipedia.org/wiki/1920http://en.wikipedia.org/wiki/Herzogenaurachhttp://en.wikipedia.org/wiki/Nuremberghttp://en.wikipedia.org/wiki/Codyhttp://en.wikipedia.org/wiki/August_18http://en.wikipedia.org/wiki/1949http://en.wikipedia.org/w/index.php?title=Rudolf_Dassler&action=edithttp://en.wikipedia.org/wiki/PUMA_AGhttp://en.wikipedia.org/wiki/2005http://en.wikipedia.org/wiki/Reebok_International_Ltd.http://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Corporationhttp://en.wikipedia.org/wiki/Adolf_Dasslerhttp://en.wikipedia.org/wiki/Adolf_Dasslerhttp://en.wikipedia.org/wiki/Shoehttp://en.wikipedia.org/wiki/1920http://en.wikipedia.org/wiki/Herzogenaurachhttp://en.wikipedia.org/wiki/Nuremberghttp://en.wikipedia.org/wiki/Codyhttp://en.wikipedia.org/wiki/August_18http://en.wikipedia.org/wiki/1949http://en.wikipedia.org/w/index.php?title=Rudolf_Dassler&action=edithttp://en.wikipedia.org/wiki/PUMA_AGhttp://en.wikipedia.org/wiki/2005http://en.wikipedia.org/wiki/Reebok_International_Ltd.7/29/2019 Cb Towards b Shoes
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Adidas factory outlet in Herzogenaurach, Germany Teams sponsored byadidas
Adidas sponsors major teams in a number of sports, especially football,rugby and tennis. American college sports teams are also sponsored. (1993-
2001): Robert Louis-Dreyfus. He has been highly successful with managingthe company until 2001. His self-admitted secret was simply copying what
Nike and Reebokdid.
"Adidas" is simply a combination of the founder's nickname (Adi) and thefirst three letters of his last name (Dassler). This dispels the rumor that theletters are an acronym for "all day I dream about sports," "all day I dreamabout soccer," or more crudely "all day I dream about sex."
http://en.wikipedia.org/wiki/Herzogenaurachhttp://en.wikipedia.org/wiki/Footballhttp://en.wikipedia.org/wiki/Rugby_footballhttp://en.wikipedia.org/wiki/Tennishttp://en.wikipedia.org/wiki/1993http://en.wikipedia.org/wiki/2001http://en.wikipedia.org/wiki/Robert_Louis-Dreyfushttp://en.wikipedia.org/wiki/2001http://en.wikipedia.org/wiki/Nike%2C_Inc.http://en.wikipedia.org/wiki/Reebokhttp://en.wikipedia.org/wiki/Image:Adidas-factory-outlet-Herzogenaurach.jpghttp://en.wikipedia.org/wiki/Image:Adidas-factory-outlet-Herzogenaurach.jpghttp://en.wikipedia.org/wiki/Herzogenaurachhttp://en.wikipedia.org/wiki/Footballhttp://en.wikipedia.org/wiki/Rugby_footballhttp://en.wikipedia.org/wiki/Tennishttp://en.wikipedia.org/wiki/1993http://en.wikipedia.org/wiki/2001http://en.wikipedia.org/wiki/Robert_Louis-Dreyfushttp://en.wikipedia.org/wiki/2001http://en.wikipedia.org/wiki/Nike%2C_Inc.http://en.wikipedia.org/wiki/Reebok7/29/2019 Cb Towards b Shoes
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ReebokINTRODUCTION:
Reebok is the world's third-largest maker of sneakers, athletic shoes andsports apparel. Goods are sold under the brands Reebok, Rockport andGreg Norman Collection. Reebok is also the official outfitter of the NFLand has an exclusive deal to supply NBA jerseys beginning this season.
Reebok announced in July it will merge with German sporting apparelcompany Adidas-Salomon in a deal valued at $3.8 billion. The merger isexpected to be completed by the first half of 2006 and will create thesecond-largest sporting goods company behind Nike with $11 billion inrevenues.
Adidas will maintain its corporate headquarters in Germany and its NorthAmerican headquarters in Portland, OR. Paul Fireman will remain as ChiefExecutive Officer of Reebok International Ltd. and will continue to lead theReebok team. Reebok 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 $3.7billion
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Nike (US)
INTRODUCTION:
Nike is the world's #1 manufacturer and marketer of athletic footwear andapparel. Almost out of the blue, the company established itself as one of theworld's most familiar brands during the 1980s and 1990s. As familiar as aCoke 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 whoendorsed the brand was carried onto city streets. The approach of the newcentury set Nike new problems. Trainers went (briefly) out of fashion,economic slowdown and labour problems hit Asian performance. But thegroup has bounced back, retaining its iron grip on the sporting apparel sectorand still undisputed leader in sports-oriented street wear.
The Ad brands Company Profile of Nike summarizes the company's historyand current operations and also contains the following website links:
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Data analysis and interpretation
WHICH BRAND OF SHOES DO YOU PREFER
BRAND PERCECENTAGE (%) FREQUENCY
Reebok 34 34Adidas 28 28Action 9 9Nike 26 26Others 3 3
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34
28
9
26
3
0
5
10
15
20
25
30
35
40
Reebok Adidas Action Nike Others
Reebok Adidas Action Nike Others
COMMENT: most of the people prefer to wear shoes of Reebok brand
ARE YOU SATISFIED WITH THE QUALITY OF PREFERD BRAND
OPTION PERCENTAGE (%) FREQUENCY
Yes 98.6 148
No 1.4 2
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98.6, 99%
1.4, 1%
Yes
No
COMMENT: most of the people in surveyed region were satisfied with their brand.
ARE YOU SATISFIED WITH THE PRICE RANGE
OPTION PERCENTAGE (%) FREQUENCY
Yes 64 96
No 19 29No comment 17 25
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PERCENTAGE(%)
64%19%
17%
Yes
No
NO COMMENT
COMMENT: price does not seem any obstacle in the way of consumers. Most of thepeople were happy with given price range.
IF PRICES OF YOUR PREFERED BRAND INCREASES WILL YOU PURCHASEAGAIN
BRAND PERCENTAGE (%) FREQUENCY
Same brand 58 87
Cheaper brand 16 23
Any other brand 26 40
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Same brandCheaper
brand Any other
brand
FREQUENCY
PERCENTAGE(%)
58
1626
87
23
40
0
10
20
30
40
50
6070
80
90
FREQUENCY
PERCENTAGE(%)
COMMENT: Increment in price affects the trend and market of the branded sportsshoe.
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HOW DO YOU CONSIDER THE IMPORTANCE OF SPORTS SHOES
68
4
1610
2
0
10
2030
40
50
60
70
80
Comfort Price Durablity Use in sports Any other
Comfort Price Durablity Use in sports Any other
COMMENT: The main ground on which shoe being purchased is the quality of the shoe.This indicates the quality preference among consumers, rather than price, durability etc.
IMPORTANCE PERCENTAGE (%) FREQUENCY
Comfort 68 102
Price 4 6
Durability 16 25
Use in sports 10 15
Any other 2 2
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WHAT FACTORS INFLUENCE YOU TO GO FOR A PARTICULAR BRAND
INFLUENCE PERCENTAGE (%) FREQUENCYQuality 74 111
Price 5 8
Durability 13 20
Variety 8 11
Any other 0 0
74
5
138
00
10
20
3040
50
60
70
80
Quality Price Durablity Variety Any other
Quality Price Durablity Variety Any other
COMMENT: people in the surveyed area mostly preferred the quality of the brandinstead of price and durability.
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DO YOU NORMALLY SWITCH OVER THE BRAND
44%
56%
Yes
No
COMMENT: Most of the people were not ready to switch over from their brand.
OPTION PERCENTAGE (%) FREQUENCY
Yes 44 66
No 56 84
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IS THERE ANY EFFECT OF ADVERTISEMENT ON SELECTION OF BRANDS
PERCENTAGE(%)
69%
31%
Yes
No
COMMENT: Advertisement plays a crucial role in the brand selection
OPTION PERCENTAGE (%) FREQUENCY
Yes 69 104
No 31 46
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WHAT KIND OF PROMOTIONAL TOOL YOU PREFER
11 14 1422
60
91
1523
0
10
20
30
40
50
60
70
80
90
100
Lucky coopen Free Gift Discount Buy one get
one free
PERCENTAGE (%) FREQUENCY
COMMENT: Respondents were more inclined towards the discountsPackage in companies promotional tools.
OPTION PERCENTAGE (%) FREQUENCY
Lucky coopen 11 14
Free gift 14 22Discount 60 91
Buy one get one free 15 23
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WILL YOU BUY PREFERED BRAND AT LOW COST OF NEGLIGIBLEQUALITY
23%
77%
Yes No
COMMENT: Most of the people do not want to leave their preferred Brand at the cost oflow prices
OPTION PERCENTAGE (%) FREQUENCY
Yes 23 34
No 77 116
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IS THERE ANY IMPACT OF CELEBRITIES ON YOUR PURCHASING
OPTION PERCENTAGE (%) FREQUENCY
Yes 52 79
No 48 71
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58%
42%
Yes No
COMMENT: Celebrities have a special impact on the mind of the consumers that affectsthe purchasing sense of consumers.
WILL YOU PURCHASE ANOTHER BRAND OF SAME QALITY WITH LESSPRICE
OPTION PERCENTAGE (%) FREQUENCY
Yes 70 106
No 30 44
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70%
30%
Yes No
COMMENT: Consumers look more brand loyal as they are not ready to leave their brandfor other brand of same weightage.
DO YOU THINK WEIGHT IS A FACTOR FOR CHOOSING A BRAND
OPTION PERCENTAGE (%) FREQUENCY
Yes 83 125
No 17 25
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83%
17%
Yes No
COMMENTS: weight proved its importance in purchasing of the shoe. Most of the userspreferred to wear lighter shoe.
Suggestions & Recommendation
Research finding
Consumer reaction suggest that Nike is the market leader among all its closeCounterparts in the sport shoes apparel segments.
34% market capture is still under the kitty.
28% customers are still pro adidas believer.
Nike has been the major competitor for adidas.
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The new stuff of the Adidas is attracting the consumers more which mightled Adidas at the top spot in the pack in coming financial year
Conclusion
The term paper makes several contributions to the literature. Itprovides comprehensive knowledge about consumer behavior andmethods of finding consumer behaviors.
This paper has been made by following the real examples andshows that to adapt new trends of the market and to survive in themarket, learning is must for a student.
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ANNEXURE
QUESTIONNAIRE
Q.1 Do you prefer wearing sport shoes?
(a) Yes (b) No
Q.2 which brand of shoes you prefer?(a) Nike (b) Adidas (c) Reebok (d) Action (e) Any other
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Q.3 Are you satisfied with the quality of preferred brand?(a) Yes (b) No
Q.4 Are you satisfied with the price range of preferred brand?(a) Yes (b) No (c) No comment
Q.5 If the price of your preferred brand increases will you purchase again?(a) Same brand (b) Cheaper brand (c) Any other brand
Q.6 how do you consider the importance of sport shoes?(a) Comfort (b) Price (c) Durability (d) Use in sport
(e) Any other
Q.7 what factors influence you to go for a particular brand?(a) Quality (b) Durability (c) Price (d) Variety (e) Any other
Q.8 Do you normally switch over the brand?(a) Yes (b) No
Q.9 does the advertising play any role in selection of brands of shoes?(a) Yes (b) No
Q.10 what kind of promotional tool you prefer?(a) Lucky coupon (b) Free gift
(c) Discount (d) Buy one get one free.
Q.11 Are you willing to buy the preferred brand at lower price withnegligible quality?
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(a) Yes (b) No
Q.12 is there any impact of celebrities on your purchase of sport shoes?(a) Yes (b) No
Q.13 Will you purchase another brand of same quality with less price?(a) Yes (b) No
Q.14 Do you think weight is a factor for choosing brand?(a) Yes (b) No
PERSONAL INFORMATIONS:
Name : Age: Gender:
Address :
Phone No. : E-mail:
Occupation:
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Date :
Thank You.
BIBLIOGRAPHY
BOOKS:
Marketing Research By: G. C. Beri
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Marketing Research By: Boyd and StaschMarketing Management By: Philip Kotler
INTERNET:
http//:www.google.com
http//:www.bambooweb.com
http//:www.wikipedia.com
http://www.google.com/http://www.bambooweb.com/http://www.wikipedia.com/http://www.google.com/http://www.bambooweb.com/http://www.wikipedia.com/