Project (1)

Marketing Research ProjectOn

Consumer Behaviour towardsREEBOK FOOTEWAR

Submitted by: Submittedto:Waseem akaram prof. NehaMasters of Business Administration PMCC GGSIP University Roll no: 55

DECLARATION

I hereby declare that this Project Report titled

“Business Research Project on Consumer Behaviour towards REEBOK FOOTEWAR

submitted to the Department of Business Studies, PMCC (GGSIP University) is a record of original work done by me under the guidance of prof Neha.

The information and data given in the report is authentic to the best of my knowledge.

This Project Report is not submitted to any other university or institution for the award of any degree, diploma or fellowship or published any time before.

- Waseem akaram

CERTIFICATE

This is to certify that the project entitled “Business Research Project on Consumer Behaviour towards reebok footwear” submitted by Waseem akaram, student of Masters of Business Administration (MBA) - PMCC (GGSIP University) is a record of work done under my supervision.

This is also to certify that this report is an original project submitted as a part of the curriculum and no unfair means like copying have been used for its completion. All references have been duly acknowledged.

prof. NehaFaculty

ACKNOWLEDGEMENT

It gives me immense pleasure to be associated with this project. The project was a joyous learning process. The presentation of the report in the way required has been made possible by the way of contribution of various people.

First of all, I would like to express my gratitude to Miss. Neha for her kind help and encouragement. I am very thankful to her for her advice, assistance, and constant support throughout the preparation of this report.

I would like to thank all my beloved teachers for their support and confidence in me.

I would also like to express my deep gratitude to all the respondents whose response was of utmost importance for the project.

- Waseem akaram

INDEX

S.NO. TOPIC PAGE NO.

1. Declaration (i)

2. Certificate (ii)

3. Acknowledgement (iii)

4. Executive Summary 1

5. Company Profile 2-3

6. Motivation 5

7. Basic Software piracy terminology 6

8. Types of Software piracy 7

9. Research design 8-9

10. Findings And Analysis 10-18

11 Recommendations 19-20

12. Conclusion 21

13 Limitations 22

14. Bibliography 23

15. Annexure 24-27

EXECUTIVE SUMMARY

This marketing research project report has been written keeping in mind the Indian operations of reebok Inc. – the global sports shoe giant. It aims first, at analysing the sports shoe industry of India and finding a place in it for reebok.

The project report begins with a brief overview of the product category being dealt with, namely premium quality sports shoes. It also dwells briefly on the history of the company and its current position and activities. 

The project moves on to the crux of the matter – the marketing plan to be followed by reebok in India. Firstly, the objectives behind this plan and the core strategy are stated.

The project report then goes on to the customer analysis section. The customer base is identified and various segments are pointed out. Various criteria and factors have been taken into consideration while segmenting the market. We have also tried to ascertain why customers buy these products, how they choose, and what factors matter most when making their decisions. 

The last few pages of this marketing research project deal with the various ways in which the recommendations, once implemented, can be monitored and controlled.

COMPANY PROFILE

Nike India Ltd. is India‘s largest footwear company. reebok first established itself in India in 1931 and commenced manufacturing shoes in Batanagar in 1936.

The company has its Headquarters in Kolkata and manufactures over 33 million pairs per year in five plants located in Batanagar (West Bengal), Faridabad (Haryana), Bangalore (Karnataka), Patna (Bihar), Hosur (Tamil Nadu).

It secures its leather supply from two tanneries in Mokamehghat (Bihar) and Batanagar (West Bengal). It has a distribution network of over 1,500 retail stores and 27 wholesale depots provide excellent access to consumers and wholesale customers throughout India. 

RESEARCH METHODOLOGY

Research comprise defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating Hypothesis.In short, the search for Knowledge through Objective and Systematic method of finding solutions to a problem is Research.

RESEARCH OBJECTIVES

To study the tastes, preferences, and buying behavior of consumers in case of footwear of reebok.

To recommend strategies to reebok to increase sales.

The main objectives of this study are:

SWOT analysis of the product sold.

Comparative study with the competitors.

RESEARCH DESIGN

TYPE OF RESEARCH:-Descriptive researchDescriptive research includes Surveys and fact-finding enquiries of different kinds. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening.

DATA SOURCESThere are two types of data. Source of primary data for the present study is collected through questionnaire and answered by consumers of shoes. The secondary data is collected from journals, books and through Internet search.

PRIMARY DATA  

The data that is collected first hand by someone specifically for the purpose of facilitating the study is known as primary data. So in this research the data is collected from respondents through questionnaire.

SECONDARY DATA For the company information I had used secondary data like brochures, web site of the company etc. The Method used by me is Survey Method as the research done is Descriptive Research.

RESEARCH INSTRUMENTSSelected instrument for Data Collection for Online survey is Questionnaire.

QUESTIONNAIRE DESIGN FORMULATIONUnder this method, list of questions pertaining to the survey are prepared consumers of shoes. Questionnaire has structured type questions as well as unstructured type questions. Structured objective type questions are prepared for the respondents with fixed response categories. Some of the questions are of multiple-choice type. The questions have more than one alternative. 

TYPES OF QUESTION INCLUDED: 

Close ended QUESTIONSWhich has only two answers “Yes” or “No”?

MULTIPLE CHOICE QUESTIONSWhere respondent is offered more than two choices.

IMPORTANCE SCALEA scale that rates the importance of some attribute.

RATING SCALEA scale that rates some attribute like from “highly satisfied ” to “highly unsatisfied” or “very inefficient” to “very efficient” 

SAMPLING UNIT 

Who is to be surveyed? The marketing researcher must define the target population that will be sampled.

The sample Unit taken by me: 50 respondents of different age group, different gender and different profession.

SAMPLE SIZEConsumers of shoes, 50 nos

DATA PROCESSING METHODOLOGY(i) Once the primary data have been collected, (ii) Tabulation – bring similar data together and totalling them in

meaningful categories.(iii) Questionnaires are edited. (iv) The collected data are placed into an order.

CONCLUSION WAS DRAWN BASED ON THE SURVEY FINDINGS Finally recommendation was made to improve the sales strategy of Nike shoes to increase the sales volume.

LIMITATIONS OF RESEARCH

The collected data are placed into an order. Percentages of respondents answered similarly are calculated and placed in a table.

Due to limited time period and constrained working hours for most of the respondents, the answers at times were vague enough to be ignored.

FINDINGS

AGE

GENDER

Q1. Are you brand conscious of footwear?

15-20 33 66%

20-25 13 26%

25-30 4 8%

Male 35 70%

Female 15 30%

Yes 37 74%

No 13 26%

Q2. If you are going to buy a pair of sports shoes, which brand would you like to choose?

Q3. Which is the most important element when you select footwear?

Q4. Are you brand loyal to any brand below in terms of footwear in the sportswear industry?

Nike 20 40%

Adidas 8 16%

Puma 11 22%

Reebok 6 12%

Other 5 10%

Brand 28 21%

Quality 33 25%

Price 19 14%

Packaging 2 1%

Comfort 40 30%

Personality 10 7%

Other 2 1%

Nike 15 30%

Adidas 5 10%

Puma 8 16%

Reebok 4 8%

Regularly switch to other brands 13 26%

Other 5 10%

Q5. What are the main factors if you switch to buy the footwear of another brand?

Q6. Have you bought any footwear influenced by any ways of marketing or branding programs?

Quality 44 48%

Price 25 27%

Innovation 14 15%

Advertisement 6 7%

Other 2 2%

Yes 16 32%

No 34 68%

Q7. While buying, do you consider environment friendliness in footwear?

a scale of 1 to 5, how would you rate Nike footwear on the basis of following parameters?

Price

Quality

Design

Yes 15 30%

No 35 70%

1 3 6%

2 918%

3 1938%

4 1938%

5 0 0%

1 3 6%

2 0 0%

3 9 18%

4 22 44%

5 16 32%

ANALYSIS AND RECCOMENDATIONS

74% of the people are brand conscious while purchasing shoes for themselves, whereas 26% do not consider brand name as a deciding factor for buying shoes.

When the respondents were asked about their brand preference, 40% said that they prefer Nike, 16% preferred Adidas, 22% preferred Puma, 12% went with Reebok and remaining 10% said that they would prefer other brands. This means that most of the people prefer buying Nike shoes.

The deciding factors for buying shoes for people are mainly comfort, quality and brand name, whereas, packaging and personality do not matter to people.

30% of the respondents are brand loyal to Nike, 26% people regularly shift to other brands of shoes. This means that larger number of people prefer Nike over other brands.

SWOT ANALYSIS

STRENGTHS

1 3 6%

2 7 14%

3 9 18%

4 22 44%

5 9 18%

reebok is a very competitive organization. Phil Knight (Founder and CEO) is often quoted as saying that 'Business is war without bullets.' Nike has a healthy dislike of its competitors.

reebok has no factories. It does not tie up cash in buildings and manufacturing workers.

reebok is a global brand. It is the number one sports brand in the World. Its famous 'Swoosh' is instantly recognizable, and Phil Knight even has it tattooed on his ankle. 

WEAKNESSES

The organization does have a diversified range of sports products. However, the income of the business is still heavily dependent upon its share of the footwear market.

The retail sector is very price sensitive. reebok does have its own retailer in Nike Town. However, most of its income is derived from selling into retailers.

OPPORTUNITIES

Product development offers reebok many opportunities.

There is also the opportunity to develop products such as sport wear, sunglasses and jewellery. Such high value items do tend to have associated with them, high profits. 

The business could also be developed internationally, building upon its strong global brand recognition..

THREATS

Nike is exposed to the international nature of trade. The market for sports shoes and garments is very competitive. The

model developed by Phil Knight in his Stamford Business School days (high value branded product manufactured at a low cost) is

now commonly used and to an extent is no longer a basis for sustainable competitive advantage.. 

As discussed above in weaknesses, the retail sector is becoming price competitive. This ultimately means that consumers are

ANNEXUREQuestionnaire on Nike footwear

Name 

Age 

 15-20 20-25 25-30

Gender 

 Male Female

Q1. Are you brand conscious of footwear? 

 Yes No

Q2. If you are going to buy a pair of sports shoes, which brand would you like to choose? 

 Nike Adidas Puma Reebok Other: 

Q3. Which is the most important element when you select footwear? 

 Brand Quality Price Packaging Comfort Personality Other: 

Q4. Are you brand loyal to any brand below in terms of footwear in the sportswear industry? 

 Nike Adidas Puma Reebok Regularly switch to other brands Other: 

Q5. What are the main factors if you switch to buy the footwear of another brand? 

 Quality

 Price Innovation Advertisement Other: 

Q6. Have you bought any footwear influenced by any ways of marketing or branding programs? 

 Yes No

Q7. While buying, do you consider environment friendliness in footwear? 

 Yes No

Q8. Do you know Nike is offering personalized or customized footwear? 

 Yes No

Q9. Have you bought any customized or personalized footwear? 

 Yes No

Q10. If you are going to buy a pair of customized footwear, which brand will you choose? 

 Nike Adidas Puma Reebok Other: 

Below are some statements of people’s buying behaviour towards the footwear. Please check the one box that best indicates how well the statement describes you personally.

Strongly Agree Agree Indifferent Disagree Strongly

Disagree

1. I like to buy costly shoes

2. I prefer to buy shoes which are liked by my family and friends