BACHELOR OF BUSINESS ADMINISTRATION
MAJOR PROJECT REPORTON
CUSTOMER SATISFACTION TOWARDS NIKE AND ADIDASBatch:
2011-2014
Submitted By: SUBMITTED TO:
Name of student: ANUJA SOLANKI Name: MRS DEEPIKA BBA (G) 6TH SEM
1ST SHIFT Designation: Project supervisor
Enrollment No: 09520601711
Trinity Institute of Professional Studies
Affiliated To Guru Gobind Singh Indraprastha University, New
Delhi
Declaration
I hereby declare that the following documented project report
titled
CUSTOMER SATISFACTION TOWARDS NIKE AND ADIDAS is an original
work done by
Me for the partial fulfillment of my MAJOR PROJECT REPORT.
I hereby certify that all the Endeavour put in the fulfillment
of the task are genuine and original to the best of my knowledge
and I have not submitted it earlier elsewhere.
Signature
Name of the student: ANUJA SOLANKICourse/Semester/shift: BBA
[GENERAL]/6rd semester /1st shift
Enrollment number: 09520601711CERTIFICATE
TO WHOM SO EVER IT MAY CONCERN
This is to certify that the project work CUSTOMER SATISFACTION
TOWARDS NIKE AND ADIDAS made by ANUJA SOLANKI is an authentic work
carried out by his/her under guidance and supervision of project
guide- MRS DEEPIKA. The project report submitted has been found
satisfactory for the partial fulfillment of the degree of bachelor
of business administration.
Project supervisor
Signature
Name: MRS DEEPIKADesignation: Project Guide
ACKNOWLEDGEMENT
It is in particular that I am acknowledging my sincere feeling
towards my mentors who graciously gave me their time and
expertise.
They have provided me with the valuable guidance, sustained
efforts and friendly approach. It would have been difficult to
achieve the results in such a short span of time without their
help.
I deem it my duty to record my gratitude towards the project
supervisor MRS. DEEPIKA who devoted his precious time to interact,
guide and gave me the right approach to accomplish the task and
also helped me to continue my knowledge and understanding of the
project.
Signature:
Name of student: ANUJA SOLANKI
BBA(G) 6th Semester 1st ShiftEnrollment no.
09520601711SNOPARTICULARSPAGES NO
1CHAPTER-1(Introduction and Literature review, Topic, Industry
and Firm)
* Introduction
*History
( Theoretical concept about the topic such as importance,
functions, types roles) etc
2Chapter-2 (Research objectives and methodology)
Research objectives of the study
Research Methodology
Research Design
Types of research design
Data collection
Sources of Data collection
Sampling Design
Population/universe
Sampling Unit
Sample Size
Sampling Area
Sampling Technique
Sampling Instrument(Questionnaire)
No of Questions
Types of questions
Rating Scale(If used)
CHAPTER 1IntroductionMEANING OF CUSTOMER SATISFACTION Customer
satisfaction, abusinessterm, is a measure of how products and
services supplied by a company meet or surpass customer
expectation. It is seen as a key performance indicator within
business and is part of the four of aBalanced Scorecard.
In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator
and increasingly has become a key element of business strategy.
Organizations need to retain existing customers while targeting
non-customers.Measuring customer satisfaction provides an
indication of how successful the organization is at providing
products and/or services to the marketplace.
Customer satisfaction is an abstract concept and the actual
manifestation of the state of satisfaction will vary from person to
person and product/service to product/service. The state of
satisfaction depends on a number of both psychological and physical
variables which correlate with satisfaction behaviors such as
return and recommend rate. The level of satisfaction can also vary
depending on other factors the customer, such as other products
against which the customer can compare the organization's
products.
Customer satisfaction, a term frequently used inmarketing, is a
measure of how products and services supplied by a company meet or
surpass customer expectation. Customer satisfaction is defined as
"the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals."In a survey of
nearly 200 senior marketing managers, 71 percent responded that
they found a customer satisfaction metric very useful in managing
and monitoring their businesses.
It is seen as a key performance indicator within business and is
often part of aBalanced Scorecard. In a competitive marketplace
where businesses compete for customers, customer satisfaction is
seen as a key differentiator and increasingly has become a key
element of business strategy.
"Within organizations, customer satisfaction ratings can have
powerful effects. They focus employees on the importance of
fulfilling customers expectations. Furthermore, when these ratings
dip, they warn of problems that can affect sales and profitability.
. . . These metrics quantify an important dynamic. When a brand has
loyal customers, it gains positive word-of-mouth marketing, which
is both free and highly effective."
Therefore, it is essential for businesses to effectively manage
customer satisfaction. To be able do this, firms need reliable and
representative measures of satisfaction.
"In researching satisfaction, firms generally ask customers
whether their product or service has met or exceeded expectations.
Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they
will be disappointed and will likely rate their experience as less
than satisfying. For this reason, a luxury resort, for example,
might receive a lower satisfaction rating than a budget moteleven
though its facilities and service would be deemed superior in
'absolute' terms."
The importance of customer satisfaction diminishes when a firm
has increasedbargaining power. For example,cell phoneplan
providers, such asAT&TandVerizon, participate in an industry
that is anoligopoly, where only a few suppliers of a certain
product or service exist. As such, many cell phone plan contracts
have a lot offine printwith provisions that they would never get
away if there were, say, a hundred cell phone plan providers,
because customer satisfaction would be way too low, and customers
would easily have the option of leaving for a better contract
offer.
PURPOSE OF CUSTOMER SATISFACTION
"Customer satisfaction provides a leading indicator of consumer
purchase intentions and loyalty.""Customer satisfaction data are
among the most frequently collected indicators of market
perceptions. Their principal use is twofold:"
1. "Within organizations, the collection, analysis and
dissemination of these data send a message about the importance of
tending to customers and ensuring that they have a positive
experience with the companys goods and services."
2. "Although sales or market share can indicate how well a firm
is performingcurrently, satisfaction is perhaps the best indicator
of how likely it is that the firms customers will make further
purchasesin the future. Much research has focused on the
relationship between customer satisfaction and retention. Studies
indicate that the ramifications of satisfaction are most strongly
realized at the extremes." On a five-point scale, "individuals who
rate their satisfaction level as '5' are likely to become return
customers and might even evangelize for the firm. (A second
important metric related to satisfaction is willingness to
recommend. This metric is defined as "The percentage of surveyed
customers who indicate that they would recommend a brand to
friends." When a customer is satisfied with a product, he or she
might recommend it to friends, relatives and colleagues. This can
be a powerful marketing advantage.) "Individuals who rate their
satisfaction level as '1,' by contrast, are unlikely to return.
Further, they can hurt the firm by making negative comments about
it to prospective customers.Willingness to recommendis a key metric
relating to customer satisfaction
NIKE COMPANY PROFILENIKE, Inc. (NIKE), incorporated in 1968, is
engaged in design, development and marketing of footwear, apparel,
equipment and accessory products. NIKE is a seller of athletic
footwear and athletic apparel in the world. The Company sells its
products to retail accounts, through NIKE-owned retail stores, and
Internet sales, and through a mix of independent distributors and
licensees, in over 170 countries around the world. NIKEs athletic
footwear products are designed primarily for specific athletic use.
It also markets footwear designed for baseball, cheerleading,
football, golf, lacrosse, outdoor activities, skateboarding,
tennis, volleyball, walking, wrestling, and other athletic and
recreational uses. The Company sells sports apparel and
accessories, as well as athletic bags and accessory items. It also
markets apparel with licensed college and professional team, and
league logos.
The Company sells a line of performance equipment under the NIKE
brand name, including bags, socks, sport balls, eyewear,
timepieces, electronic devices, bats, gloves, protective equipment,
golf clubs and other equipment designed for sports activities. It
also sells small amounts of various plastic products to other
manufacturers through its wholly owned subsidiary, NIKE IHM, Inc.
In addition to the products it sells directly to customers, it has
entered into license agreements that permit unaffiliated parties to
manufacture and sell certain apparel, electronic devices and other
equipment designed for sports activities. Its wholly owned
subsidiary, Cole Haan (Cole Haan) designs and distributes dress and
casual footwear, apparel and accessories for men and women under
the Cole Haan trademark.
The Companys wholly owned subsidiary, Converse Inc. (Converse)
designs, distributes and licenses athletic and casual footwear,
apparel and accessories under the Converse, Chuck Taylor, All Star,
One Star, Star Chevron and Jack Purcell trademarks. The Company's
wholly owned subsidiary, Hurley International LLC (Hurley) designs
and distributes a line of action sports and youth lifestyle apparel
and accessories under the Hurley trademark. Its wholly owned
subsidiary, Umbro Ltd. (Umbro) designs, distributes and licenses
athletic and casual footwear, apparel and equipment, primarily for
the sport of football (soccer), under the Umbro trademark.
The Company competes with Adidas and Puma.
It started with a handshake between two visionary Oregonians -
Bowerman and his University of Oregon runner Phil Knight. They and
the people they hired evolved and grew the company that became Nike
from a U.S.-based footwear distributor to a global marketer of
athletic footwear, apparel and equipment that is unrivaled in the
world.
When Nike co-founder Bill Bowerman made this observation many
years ago, he was defining how he viewed the endless possibilities
for human potential in sports. He set the tone and direction for a
young company created in 1972, called Nike, and today those same
words inspire a new generation of Nike employees.
Our goal is to carry on his legacy of innovative thinking,
whether to develop products that help athletes of every level of
ability reach their potential, or to create business opportunities
that set Nike apart from the competition and provide value for our
shareholders.
It started with a handshake between two visionary Oregonians -
Bowerman and his University of Oregon runner Phil Knight. They and
the people they hired evolved and grew the company that became Nike
from a U.S.-based footwear distributor to a global marketer of
athletic footwear, apparel and equipment that is unrivaled in the
world.
Along the way, Nike has established a strong Brand Portfolio
with several wholly-owned subsidiaries including Cole Haan,
Converse Inc., Hurley International LLC, NIKE Golf, and Umbro
Ltd.
Our world headquarters is located near Beaverton, Oregon, a
suburb of Portland. So while the Pacific Northwest is the
birthplace to Nike, today we operate in more than 160 countries
around the globe. Through our suppliers, shippers, retailers and
other service providers, we directly or indirectly employ nearly
one million people.
That includes more than 35,000 Nike employees across six
continents, each of whom make their own contribution to fulfill our
mission statement: to bring inspiration and innovation to every
athlete* in the world.
PORTFOLIO BRANDS:
NIKE, Inc.s wholly-owned affiliates, reported as Other
Businesses Cole Haan, Converse, Inc., Hurley International, LLC,
NIKE Golf, and Umbro, Ltd. play a significant role in our future
growth plans.At the end of fiscal 2011, NIKE, Inc.s affiliate
businesses contributed approximately $2.7 billion of the companys
$20.9 billion in revenue. As part of our growth strategy, we
continue to invest in opportunities that will generate the highest
possible long-term returns.
COLE HAAN
Cole Haan, a wholly-owned subsidiary of NIKE, Inc., is one of
Americas leading luxury brands, offering high-quality mens and
womens footwear, accessories and outerwear. Each product blends
craftsmanship, design and innovation to give it distinctive
character and style. Cole Haan operates more than 180 retail
locations throughout the United States, Canada, the Middle East and
Asia. Cole Haan is headquartered in New York City and Yarmouth,
Maine. Cole Haan realized $518 million in sales in fiscal 2011. For
more information on Cole Haan and the company's latest collections,
please visitwww.colehaan.com.
CONVERSE, INC.
Converse, Inc., established in 1908 and based in North Andover,
Massachusetts, has built a reputation as Americas Original Sports
Company and has been associated with a rich heritage of legendary
shoes such as the Chuck Taylor All Star shoe, the Jack Purcell shoe
and the One Star shoe. Today, Converse offers a diverse portfolio
including premium lifestyle men's and women's footwear and apparel.
Converse product is sold globally by retailers in over 160
countries and through more than 50 company-owned retail locations.
Converse realized $1.1 billion in reported revenue in fiscal
2011.
HURLEY INTERNATIONAL, LLC
Headquartered in Costa Mesa, California, Hurley International
LLC designs and distributes a line of action sports apparel for
surfing, skateboarding and youth lifestyle apparel and footwear
under the Hurley brand name. Hurley realized $252 million in
reported revenue in fiscal 2011..
JORDAN BRAND
A division of NIKE, Inc., Jordan Brand is a premium brand of
footwear, apparel and accessories inspired by the dynamic legacy,
vision and direct involvement of Michael Jordan. The Jordan Brand
made its debut in 1997 and has grown into a complete collection of
performance and lifestyle products. The Jordan Brand remains active
in the community through its WINGS for the Future program serving
three pillars of community investmentEducation, Sport and
Creativity..
NIKE GOLe Located at NIKEs World Headquarters in Beaverton,
Oregon, Nike Golf designs and markets golf equipment, apparel,
balls, footwear, bags and accessories worldwide. Nike Golf is
passionately dedicated to ushering in the future of this great
sport by developing ground-breaking innovations that enable and
inspire athletes to become better. Nike Golf realized $623 million
in reported revenue in fiscal 2011. UMBRO, LTD.
Founded in 1924 and headquartered in Manchester, England. Umbro,
Ltd. designs, distributes, and licenses athletic and casual
footwear, apparel and equipment, primarily for the sport of
football (soccer), under the Umbro trademarks. Umbro Ltd. has been
associated with football since the 1930s and its relationship with
leading national teams and professional clubs includes exclusive
endorsements and distribution rights for playing kit, apparel and
equipment, including playing and training kits for Englands
National Team. Umbro realized $224 million in sales in fiscal
2011.
ADVERTISEMENTS:
ADIDAS COMPANY PROFILE:Adidas AGis a German sports apparel
manufacturer andparent companyof the Adidas Group, which consists
of theReeboksportswear company,TaylorMade-Adidasgolf company
(includingAshworth), andRockport. 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 largestsportswearmanufacturer in Europe and the
second-biggest sportswear manufacturer in the world, with American
rivalNikebeing the biggest.Adidas was founded in 1948 byAdolf "Adi"
Dassler, following the split ofGebrder Dassler Schuhfabrikbetween
him and his older brotherRudolf. Rudolf later establishedPuma,
which was the early rival of Adidas. Registered in 1949, Adidas is
currently based in Herzogenaurach, Germany, along with Puma.
The company's clothing and shoe designs typically featurethree
parallel bars, and the same motif is incorporated into Adidas's
current official logo. The "Three Stripes" were bought from the
Finnish sport companyKarhu Sportsin 1951.[4]
HYPERLINK "http://en.wikipedia.org/wiki/Adidas" \l
"cite_note-4"[5]The companyrevenuefor 2010 was listed
at11.99billion. In 1994, combined withFIFAYouth Group,SOS
Children's Villagesbecame the main beneficiary.
In 1997, Adidas AG acquired theSalomon Groupwho specialized in
ski wear, and its official corporate name was changed to
Adidas-Salomon AG because with this acquisition Adidas also
acquired the Taylormade Golf company andMaxfli, which allowed them
to compete with Nike Golf.
In 1998, Adidas sued theNCAAover 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
trademark.
In 2003, Adidas filed a lawsuit in a British court challenging
Fitness World Trading's use of a two-stripe motif similar to
Adidas's three stripes. The court ruled that despite the simplicity
of the mark,Fitness World's use was infringing because the public
could establish a link between that use and Adidas's mark. In
September 2004, top English fashion designerStella
McCartneylaunched a joint-venture line with Adidas, establishing a
long-term partnership with the corporation. This line is a sports
performance collection for women called "Adidas by Stella
McCartney",[13]and it has been critically acclaimed. Also in 2005,
on 3 May, Adidas told the public that they sold their partner
companySalomon Groupfor 485m toAmer Sportsof Finland. In August
2005, Adidas declared its intention to buy British rivalReebokfor
$3.8billion (US$). This takeover was completed with partnership in
January 2006[1]and meant that the company would have business sales
closer to those of Nike in North America. The acquisition of Reebok
would also allow Adidas to compete withNikeworldwide as the number
two athletic shoemaker in the world. Adidas has global corporate
headquarters in Germany, and many other business locations around
the world such as Portland OR, Hong Kong, Toronto, Taiwan, England,
Japan, Australia, and Spain. Mainly sold in the U.S., Adidas makes
lots of assets from these countries and is expanding to more
oversea countries.
In 2005, Adidas introduced theAdidas 1, the first ever
production shoe to use amicroprocessor. Dubbed by the company "The
World's First Intelligent Shoe", it features a microprocessor
capable of performing 5 million calculations per second that
automatically adjusts the shoe's level of cushioning to suit its
environment. The shoe requires a small, user-replaceable battery
that lasts for approximately 100 hours of running. On 25 November
2005, Adidas released a new version of the Adidas 1 with an
increased range of cushioning, allowing the shoe to become softer
or firmer, and a new motor with 153 percent more torque. On 11
April 2006, Adidas announced an 11-year deal to become the
officialNBAapparel provider. They will make NBA,NBDL, and
WNBAjerseys and products as well as team-colored versions of the
"Superstar" basketball shoe. This deal (worth over $400million)
takes the place of the previous 10-year Reebok deal that was put in
place in 2001.
PRODUCT RANGE:
RunningAdidas currently manufactures several running shoes,
including the adiStar Salvation 3, the adiStar Ride 3 (the
replacement for the adiStar Cushion 6), the Supernova Sequence 4
(the replacement for the Supernova Control 10), and the Supernova
Glide 3, among others. In addition, their performance apparel is
widely used by runners. Adidas also uses kangaroo leather to make
their more expensive shoes.Football (soccer)
One of the main focuses of Adidas is football kit and associated
equipment. Adidas remain a major company in the supply of team kits
for international football teams.
Adidas also makes referee kits that are used in international
competition and by many countries and leagues in the world. The
company has been an innovator in the area of footwear for the
sport, with notable examples including the 1979 release of theCopa
Mundial moulded boot used for matches on firm dry pitches. It holds
the accolade of the best selling boot of all time. The soft-ground
equivalent was named World Cup and it too remains on the market,
timeless and iconic. Some of the most famous football teams are
currently sponsored by Adidas. Adidas became renowned for advancing
the Predator boot design developed by ex-Liverpool and Australian
international playerCraig Johnston. This design featured a ribbed
rubber structure for the upper leather of the shoe, used to accent
the movement of the ball when struck; highly skilled players
claimed they were able to curve the flight of the ball more easily
when wearing this new contoured design.The Predator also features
the Craig Johnston-invented Traxion sole.
FIFA, the world governing body of football, commissioned
specially designed footballs for use in its ownWorld Cuptournaments
to favour more attacking play. The balls supplied for the2006 World
Cup, theTeamgeist, were particular noteworthy for their ability to
travel further than previous types when struck, leading to longer
range goal strikes that were intended to increase the number of
goals scored. Goalkeepers were believed to be less comfortable with
the design, claiming it would move significantly and unpredictably
in flight..Adidas also introduced another new ball for the2010
World Cup. TheJabulaniball was designed and developed byLoughborugh
Universityin conjunction withChelsea FC. It received much criticism
from players, managers and pundits for being too hard to control.
The lighter and more aerodynamic ball led to many shots and passes
being over hit. The Jabulani was widely blamed for the low numbers
of long range goals or even remotely accurate attempts in the
opening stage of the tournament
As well as the aforementionedPredatorboot, Adidas also
manufacture theF50andadiPurerange of football boots.Adidas also
provides apparel and equipment for all teams inMajor League
Soccer.
Tennis Adidas has sponsored tennis players and recently
introduced a new line of tennisracquets. While the Feather is made
for the "regular player", and the Response for the "club player",
Adidas targets the "tournament player" with the 12.2 oz Barricade
tour model.[18]Adidas sponsors the following professional players
with mainly clothing apparel and footwear:Ana Ivanovi,Andy
Murray,Maria Kirilenko,Caroline Wozniacki,Justine Henin,Jo-Wilfried
Tsonga,Daniela Hantuchov,Alicia Molik,Fernando Verdasco,Gilles
Simon,Fernando Gonzlez,Flavia Pennetta,Laura Robson,Melanie Oudin,
andSorana Crstea. Adidas tennis apparel contains the ClimaCool
technology found in other athletic jerseys and shoes.[19]In
November 2009 World Number 4Andy Murraywas confirmed as Adidas's
highest paid star with a 5 year contract reported to be worth
$24.5m.
Players sponsored by Adidas can take advantage of the Adidas
Player Improvement Program, where the company provides coaches,
fitness trainers and sports psychologists to players in order to
further their careers. The program includes legendary coaches such
as Darren CahillandSven Groeneveld.
InCincinnati, at theATP Tennis Tournamentin Mason, they have
also sponsored theball-boy and ball-girluniforms.
Golf
Adidas Golf is part of Adidas, a German-based sports apparel
manufacturer and part of the Adidas Group, which consists
ofReeboksportswear company,Taylor Made-Adidasgolf company,
andRockport. The Adidas Group is one of the global leaders in the
sporting goods industry offering a wide range of products around
the three core segments of Adidas, Reebok, and Taylor Made-Adidas
Golf. Adidas Golf sells and manufactures Adidas-brand golf apparel,
footwear, and accessories.
Adidas Golf sells apparel, footwear, and accessories for men,
women, and youth. Men's equipment includes footwear, shirts,
shorts, pants, outerwear, base layer and eyewear. Women's equipment
includes footwear, shirts, shorts, skirts, pants, outerwear, base
layers, and eyewear. Youth equipment includes both boys and girls
footwear, apparel, and eyewear.
Cricket
In the 1990s, Adidas signed world's iconic batsmanSachin
Tendulkarof India and made shoes for him. Tendulkar continues to
wear Adidas shoes while playing matches. Since 2008, Adidas has
sponsored the cricket bat used bySachin Tendulkar. It created a new
cricket bat, 'Adidas Master Blaster', personalized for him.
In 2008, Adidas made their move into English cricket market by
sponsoring English batting starKevin Pietersenafter the
cancellation of his lifetime deal withWoodworm, when they ran into
financial difficulties.Ian BellHYPERLINK
"http://en.wikipedia.org/wiki/Adidas" \l "cite_note-21"
The following year they signed up fellow England
player,Pakistanopening batsmanSalman Buttand Indian PlayerRavindra
Jadeja. Having made cricket footwear for many years, the company
finally entered the field of bat manufacture in 2008 and their
products are available in the Incurza, Pellara and Libro
ranges.
Adidas manufactures uniforms for theEngland cricket team. Adidas
signed withCricket South Africain 2011 and the uniforms worn by
South African Cricket Teamduring and after theCricket World Cup
2011will be manufactured by the German giant.They also sponsor
theSouthKorea national cricket team.
In theIndian Premier League(IPL), Adidas are the official
apparel sponsor for the teamsMumbai Indians,Delhi DaredevilsandPune
Warriors India.
Basketball
Adidas has been a longtime basketball shoe manufacturer and is
one of the leading basketball brands in the world. They are most
famous for their late 1960s iconic Superstar and Pro Model shoes,
affectionately known as "shelltoes" for their stylized hard rubber
toe box.These were made very popular in the 1980ship hop
streetwearscene alongside Adidas's stripe-sided polyester suits.
Adidas is also the current outfitter of all 30 franchises in
theNational Basketball Association(replacing theReebokbrand after
the merger) and sponsors numerous players past and present
likeKareem Abdul-JabbarandTracy McGrady, as well asDwight
Howard,Chauncey Billups,Derrick Rose,Brandon Knight,Eric
Gordon,Michael Beasley,Josh SmithandTim Duncan. Adidas endorsedKobe
Bryantwith the Adidas Equipment KB8 as his first signature shoe
until July 2002.The company also endorsedKevin Garnettuntil he
opted out of his contract in 2010.Gilbert ArenasHYPERLINK
"http://en.wikipedia.org/wiki/Adidas" \l "cite_note-26"
was an Adidas endorser until 2010. RugbyAdidas make rugby balls
and other rugby gear. They are the current kit and ball supplier to
the New ZealandAll Blacks, IrishMunster Rugby, theArgentinian
Pumas, and the South AfricanStormersandWestern Provincerugby union
teams among others. Adidas are also the official match ball
supplier to theHeineken Cup.
ADVERTISEMENTS:
CHAPTER 2RESEARCH METHODOLOGYResearch Objective and
Methodology
2.1 Research Objective of the Study: The main objective behind
doing this research is to get the full knowledge about the consumer
preference and satisfaction towards NIKE brand n its products in
comparison to ADIDAS brand sports products.
2.2 Research Methodology of the Study: Methodology is generally
a guideline for solving a problem, with specific components such as
phases, tasks, methods, techniques and tools. It can also be
defined as follows:
2.3 Research Design:
1. Research design is the strategy, the plan, and the structure
of conducting a research project.
2. A research design is the specification of methods and
procedures for acquiring the information needed.
3. It is the over-all operational pattern or framework of the
project that stipulates what information is to be collected from
which source by what procedures.
Descriptive research design is a scientific method which
involves observing and describing the behavior of a subject without
influencing it in any way.
The Research Design used by me is DESCRIPTIVE research
design.Types of research design
Every Research needs lots of dedication from the researchers
part-the amount of dedication mainly depends on the subject matter
of the research. Before undertaking any research in any subject
areas one must be sure about the intended purpose of the
research-this purpose determines what type of research one is going
to undertake. Any scientific research may fall into the following
three broadly categories: Exploratory research-This type of
research may generate any novel idea in the domain of knowledge. It
is primarily done for the purpose of finding anything new in any
subject arena and always tries to shed some light in the unknown
domain of knowledge. This kind of research also helps us to
generate new discipline in sciences and help us to identify
problems of those particular research areas.
Constructive research- This is mainly done by many technological
corporates in order to find new/alternative solutions to any
particular crisis or problems. For example-renewable energy
research or development of the capacity of optical fiber may fall
into this category of research.
Empirical research-This is very impressive observational type of
research, where one observes or test on real-life data or analysis
the pattern of some specific events in order to identify the nature
or the class of trend that specific phenomenon maintains. Based on
the test result, researchers try to draw lines in order to predict
the result of that type of incidents with certain level of
confidence.
2.4 Data Collection: The task of data collection begins after a
research problem had been defined and research design/plan chalked
out. Data collection can be done by both primary and secondary
method.
Sources of Data Collection: Primary Method: Data that have been
observed and recorded by the researchers for the first time to
their knowledge. It can be collected by:
Communication
Observation
Questionnaire
There are basic approaches to data collections using primary
methods:
Qualitative researchincludes interviews, focus groups,
participant observations and ethnographies.
Quantitative researchincludes controlled laboratory experiments,
field work, questionnaires and surveys.
The term primary research is widely used inacademic
research,market researchandcompetitive intelligence.
Secondary Method: Data that have been already collected by and
readily available from other sources. Such data are cheaper and
more quickly obtainable than the primary data and also may be
available when primary data cannot be obtained at all.The type of
data collection used by me is a primary source; questionnaire.
2.5 Sampling Design: Population: A population can be defined as
including all people or items with the characteristic one wish to
understand. Because there is very rarely enough time or money to
gather information from everyone or everything in a population, the
goal becomes finding a representative sample (or subset) of that
population.
Sampling Unit: One of the units in to which an aggregate is
divide or regarded as divided for the purposes of sampling, each
unit being regarded as individual and indivisible when selection is
made.
One (1) NIKE shoes and sportswear product user is the sampling
unit.
Sample Size: The sample size is an important feature of any
empirical study in which the goal is to makeinferencesabout
apopulationfrom a sampleSample size taken is 50.
Sampling Area: A method in which the area to be sampled is
subdivided into smaller blocks which are selected at random and
then subsample or fully surveyed; method is used when a complete
frame of reference is not available.
Sampling area is NORTH DELHI.
Sampling Technique:
Non-Probability Sampling Technique: Under this technique
selection depends upon the situation. The sample is not a
proportion of the population and there is no system in selecting
the sample. No such assurance is given that each item has a chance
of being included as a sample. Convenience Sampling: Generalization
to a population can seldom be made with this procedure. This is one
of the weakest sampling procedures. Judgemental Sampling: It is a
form of convenience in which the population elements are selected
based on the judgement of the researchers. Quota Sampling: A
pre-defined number (quota) of people who meet certain criteria are
surveyed. Snowball Sampling: An initial group of respondents is
selected, usually at random. After being interviewed, these
respondents are asked to identify others who belong to the target
population of interest. Subsequent respondents are selected based
on the referrals.Probability Sampling Technique: Under this
technique such sample is selected from the population by means of
some systematic way in which every element of the population has a
chance of being included in the sample. It is more complex,
expensive and time consuming. Its types are as under:
Simple Random Sampling: Each element in the population has an
equal probability selection and each combination of elements has an
equal probability of selection.
Systematic Sampling: It is a method of probability sampling in
which the defined target population is ordered and the sample is
selected according to position using a skip interval. Stratified
Sampling: Firstly divide population into groups that differ in
important ways. Basis for grouping must be known before sampling.
Then select random sample from within each group. Cluster Sampling:
This sampling is appropriate when it is very time consuming or
expensive to choose the individuals one at a time. It is also known
as multistage cluster sampling.The sampling technique used is the
CLUSTER SAMPLING.2.6 Research Instrument: The research instrument
used is a QUESTIONNAIRE.Number of questions: The questionnaire
prepared by me contains 15 questions.
Types of questions:
Open Ended Questions: Open ended questions are those questions
that give the audience an opportunity to express their opinions. In
these types of questions, there are no predetermined set of
responses and the person is free to answer however he/she chooses.
By including open ended questions in your questionnaire, you can
get true, insightful and even unexpected suggestions. Qualitative
questions fall under the category of open ended questions. An ideal
questionnaire would include an open ended question at the end of
the questionnaire that would ask the respondent about suggestions
for changes or improvements.Closed Ended Questions:
Closed ended questions are questions that include multiple
choice answers. Multiple choice questions fall under the category
of closed ended questions. These multiple choices could either be
in even numbers or in odd numbers. By including closed ended
questions in your questionnaire design, you can easily calculate
statistical data and percentages. Preliminary analysis can also be
performed with ease. Closed ended questions can be asked to
different groups at different intervals. This can enable you to
efficiently track opinion over time.Rating Scale Questions:
In rating scale questions, the respondent is asked to rate a
particular issue on a scale that ranges from poor to good. Rating
scale questions usually have an even number of choices, so that
respondents are not given the choice of a middle option.CHAPTER
3DATA ANALYSISData Analysis and Interpretation
Q. Do you prefer brand products?A.35 respondents responded that
they prefer branded products,13 respondents responded that they do
not prefer using branded products and 2 respondents responded that
they dont often use the branded products.
SL.NOOPTIONSIN NUMBERIN PERCENTAGE
1YES3570%
2NO13 25%
3NOT OFTEN25%
Q. Q. Do you prefer wearing sports shoes?A.35 respondents
responded that they prefer wearing sports shoes while 15 responded
that they dont prefer wearing sports shoes.
SL.NOOPTIONSIN NUMBERIN PERCENTAGE
1YES3570%
2NO15 30%
Q. What brand do you prefer the most?
A.13 respondents responded that they prefer the brand ADIDAS and
22 persons responded that they prefer NIKE brand while only 5
persons preferred REEBOK and 10 persons chose PUMA as there most
favorable brand
SL.NOOPTIONSIN NUMBERIN PERCENTAGE
1ADIDAS 13 25%
2NIKE 20 35%
3REEBOK 7 15%
4PUMA 10 20%
Q. What factors influence you to go to a particular brand?
A.23 respondents responded that quality is the main factor which
influence them to go for a particular brand,17 persons responded
that price is the main factor which influences there decision,7
persons responded variety influences them in a particular brand
while 3 persons said that durability in the brands products
influences them.
SL.NOOPTIONSIN NUMBERIN PERCENTAGE
1QUALITY2345%
2 PRICE1735%
3 VARIETY715%
4 DURABILITY310%
Q. Are you satisfied with the quality of your preferred
brand?A.33 respondents responded that they are satisfied with the
quality of the brand which they are using while 17 respondents
responded that they are not satisfied with the quality of the brand
which they are using.
SL.NOOPTIONSIN NUMBERIN PERCENTAGE
1YES3365%
2NO1020%
3NO COMMENT715%
Q. Are you satisfied with the price range?
A.27 respondents responded that they are satisfied with the
price range of their preferred brand, 15 respondents responded that
they are not satisfied with the price range of their preferred
brand while 8 persons replied with no comment answers.
SL.NOOPTIONSIN NUMBERIN PERCENTAGE
1YES 2755%
2NO 1530%
3NO COMMENTS 815%
Q. How do you consider the importance of sports shoes?
A.20 respondents responded that they use sports shoes for
comfort basis,15 respondents replied that they use them for their
good price,7 respondents use sports shoes for their durability
while 5persons use sports shoes for their use in sports and 3
persons for any other reasons.
SL.NOOPTIONSIN NUMBERIN PERCENTAGE
1COMFORT 2040%
2PRICE 1530%
3DURABILITY 715%
4USE IN SPORTS 510%
5ANYOTHER 35%
Q. What kind of promotional tool do you prefer? A.5 respondents
responded that they prefer lucky coupon technique for promotion,8
persons responded that they prefer free gift technique as a
promotional tool, while majority of the respondents i.e. 30 seemed
to favored the discount technique and rest 7 responded with one
plus one technique.
SL.NOOPTIONSIN NUMBERIN PERCENTAGE
1LUCKY COUPON 510%
2FREE GIFT 8 15%
3DISCOUNT 3060%
4ONE PLUS ONE 715
Q. Are you willing to buy preferred brand at lower rate but with
negotiable quality?
A.20 respondents were willing to buy the preferred brand at
lower price with negotiable quality while the other 30 were not
willing to buy brand with negotiable technology.
SL.NOOPTIONSIN NUMBERIN PERCENTAGE
1YES 2040%
2NO 3060%
Q. Will you purchase another brand of same quality with lesser
price?
A.35 persons responded that they will purchase another brand of
same quality at a lesser price while other 15 were not willing to
change their preferred brand.
SL.NOOPTIONSIN NUMBERIN PERCENTAGE
1YES 3570%
2NO 1530%
Q. Is there any impact of advertisement on selection of
brands?
A.28 respondents responded that advertisement has a impact on
their selection of brands while 22 respondents responded that
advertisement does not have any impact on their selection of
brands.
SL.NOOPTIONSIN NUMBERIN PERCENTAGE
1YES 2855%
2NO 1245%
FINDINGS
Findings 1 96% people prefer wearing sport shoes.
2 97% people are satisfied with are quality of Adidas, Nike.
3 95% people are satisfied with price range of Adidas, Nike.
4 98% people will purchase the Adidas, Nike shoes again even if
price increases.
5 65% people give preference to comfort. 13% give preference to
price. 12% give preference to durability. Rest 10% gives preference
to use in sport while considering importance of sport shoes.
6 90% people does not switch over the brand.7 60% people like
the light weight of Nike, Adidas the most. 15% like comfort. 25%
like toe support.
8 55% people prefer Nike, Adidas shoes in range shoes of
1500-3500.
9 62% people purchase Nike, Adidas product only once a year.
10 80% people are satisfied with Nike, Adidas.
11 87% people think Nike, Adidas serves purpose of being a good
brand.
12 97% people think Nike, Adidas should launch a new range which
will serve the purpose of service class. LIMITATIONS
LIMITATIONS
Psychological Constraints:
Most of the persons who were questioned felt disturbed while
responding during their work hours; hence they made it a point to
finish off answering the questionnaire as soon as possible.
Constraints regarding confidential Issues: Most of the
interviewed persons were reluctant to give information. No wide
coverage: As the research was confined to only North Delhi
Time constraint- There was a time constraint in the study
Limited information on the internet about the company profiles of
both the brands.
SUGGESTIONS AND RECOMMENDATIONDSUGGESTIONS AND RECOMMENDATIONS
Half of the population prefers buying Nike sportswear products.
Nike is preferred over Adidas
90% of the population is satisfied with the Nike products
Durability and comfort are the main concern for buying shoes
60% of total population visits the Nike showroom once in a
month
More than half of the population thinks that Nike should
introduce new range of shoes
Reebok and puma are the least preferred brand of shoes and
sportswear
CONCLUSION CONCLUSION Nike is the preferred brand of shoes and
other sports accessories among public
Puma n Reebok are the least preferred brand of shoes and other
sports accessories amongst the public
More than half of the population visits the Nike showroom once
in a month
90% of the population is satisfied with the Nike brand
Durability and comfort are the main concern of public in
relation to sport shoes
Pricing strategy in India plays an important part in attracting
consumers
More than half of the population believes that Nike
advertisements are satisfactory
BIBLOGRAPHY
BIBLOGRAPHYBooks/Magazines Referred
Berry L.L (1995) Relationship marketing of services- growing
interest, emerging perspectives.
Homer.P.Kahle L.R.(1998) a structural equation test of the
value-attitude behavior- hierarchy.
Howard J (1989) consumer behavior in marketing strategy,
Englewood Cliffs.
Kotler.P. (1997) marketing management, analysis, planning,
implementation and Control.
Kotler (2000) marketing management, Millennium edition
Websites
www.researchandmarkets.comwww.google.comwww.nike.comwww.adidas.comwww.wikipedia.com.
ANNEXURE ANNEXURE1. Name:
2. Age: Less than 20 years.
20-30 years.
30-40 years.
Above 40 years.
3. Gender:
Male.
Female.
4. Occupation: if you choose service or business then answer Q5
otherwise move to Q6.
Service
Student
Business
Any other (specify):
5. Monthly Income: Less than Rs 10,000.
Rs 10,000 Rs20, 000.
Rs 20,000 Rs 30,000.
Rs 30,000 Rs 40,000.
Above Rs 40,000
6. Do you prefer brand products?
Yes
No
7. Do you preffer wearing sports shoes?
Yes
No
8. What brand do you prefer the most?
Reebok
Nike
Adidas
puma
Any other
9. What factors influence you to go to a particular brand?
Quality
Price
Durability
Variety
Any other
10. Are you satisfied with the quality of your preferred
brand?
Yes
No
No comments
11. Are you satisfied with the price range?
Yes
No
No comment
12. How do you consider the importance of sports shoes?
Comfort
Price
Durability
Use in sports
Any other
13. What kind of promotional tool do you prefer?
Lucky coupons
Discount
Free gift
Buy 1 get 1 free
Any other
14. Are you willing to buy preferred brand at lower rate but
with negotiable quality?
Yes
No
15. Will you purchase another brand of same quality with lesser
price?
Yes
No
16. Is there any impact of advertisement on selection of
brands?Yes
No
Sampling Technique
Simple Random Sampling
Systematic Sampling
Stratified Sampling
Cluster Sampling
Other Sampling Technique
Non-Probability Sampling Technique
Probability Sampling Technique
Convenience Sampling
Quota Sampling
Judgemental Sampling
Snowball Sampling
_1427655304.xlsChart1
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15VARIETYVARIETY
10DURABILITYDURABILITY
Column1
Column2
Column3
Sheet1
Column1Column2Column3
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VARIETY15
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30nono
Column1
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Column3
Sheet1
Column1Column2Column3
yes70
no30
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70yesyes
25nono
5not oftennot often
Column3
Column2
Column1
Sheet1
Column3Column2Column1
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no25
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35NIKENIKE
15REEBOKREEBOK
25PUMAPUMA
Column1
Column2
Column3
Sheet1
Column1Column2Column3
ADIDAS25
NIKE35
REEBOK15
PUMA25
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Column1Column2Column4Column3
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60discountdiscount
15one plus oneone plus one
Column1
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Sheet1
Column1Column2Column3
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30priceprice
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Sheet1
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Column1Column2Column3
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Column1Column2Column3
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