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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.


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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/Reebok


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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


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.


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


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.


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


Yes 23 34

No 77 116


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IS THERE ANY IMPACT OF CELEBRITIES ON YOUR PURCHASING


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


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


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/

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