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INSTITUTE OF MANAGEMENT TECHNOLOGY


CENTRE FOR DISTANCE LEARNING
GHAZIABAD

TO STUDY THE LEVEL OF CUSTOMER SATISFACTION OF REEBOKs HIGH

END BROWN( LEATHER) SHOES BRAND ROCKPORT, IN COMPARISON

WITH OTHER AVAILABLE HIGH END INTERNATIONAL BROWN(LEATHER)

SHOES BRANDS IN INDIA, WITH REFERENCE TO DELHI AND NCR

REGION

Name : Sanjay Singh Gurjar

Enrollment No : 0811002575

Correspondence Address : 247, GAIL Society

Sec -56, Gurgaon

Contact Number : 9810418127

E-mail : sanjay.singh@reebok.com

Course : MBA

Major Area of Specialization : Marketing

Questionnaire Attached : Yes

Resume of Project Guide : Yes

Consent Letter from Guide : Yes

Phone Number of Project Guide : 9811775376

Date of Submission : 28th August 2010.

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CONTENT INDEX

S.NO. PARTICULARS Page No.

1. FRONT PAGE 1

2. CONTENT INDEX 2

3. INTRODUCTION 3

4. COMPANY PROFILE 4-5

5. OBJECTIVE & SCOPE OF THE STUDY 6

6. RESEARCH METHODOLOGY 7

7. CHAPTERISATION SCHEME 8

8. QUESTIONNAIRE 9-15

9. RESUME OF THE GUIDE 16-17

10. CONSENT LETTER FROM GUIDE 18

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INTRODUCTION:

Customer satisfaction is a wide term which can not be defined , I

always say satisfaction is something which you cant write and explain,

its always there with a customer, it happens when a customer gets

what he wants, indirectly you can say when his expectations are

fulfilled.

Level of satisfaction can not be measured as this is always there in

customers mind, but I can always say that once he comes again, to

avail your service or the product after using it once, then its fair and if

he is coming again and again then its great, and moreover if he

recommends the product to some one else to avail the same service or

the product then it means its excellent.

I think these are the perfect practical parameters to judge the level of

satisfaction of a customer. Customer satisfaction depends on a lot

factors like time, demand, ambience, price and the need.

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COMPANY PROFILE

Rockport was established by father and son Saul and Bruce Katz it in

1971 in Rockport town of Massachusetts in United States of America,

Rockport was the first company to use advanced materials and

technologies in traditional shoes to create lightweight comfort. In 1984

Rockport was the first footwear manufacturer to receive The American

Podiatric Medical Association's (APMA) Seal of Acceptance on the

health. In 1985 Rockport develops and markets the Pro-Walker shoes

and this Rockport PROWALKER shoe became a huge hit and known as

the "Mercedes-Benz of walking shoes".

In 1986 Rockport was acquired by Reebok International Ltd.

Rockport begins distributing Rockport shoes internationally in 1987. By

1994, Rockport shoes are distributed in over 30 countries and today

Rockport is globally available in more than 60 countries. Rockport

Company is worth of $450 million in adidas group. In India Rockport

was introduced in year 1998 by Reebok India Company, this is the

most expensive global brown shoes brand available in India. It’s rated

at number three in the global brown shoes market. Its other

competitor brands are Ecco, Geox, Clarks, Florsheim , Hushpuppies

and Egle.

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My project will be based on the customer satisfaction of the

Rockport formal brown shoes, who buys the below categories

from stores (Rockport and its other competitor brands),

1- Dress Shoes

2- Dress Casual shoes

3- Casual shoes

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OBJECTIVES AND SCOPE OF THE PROJECT REPORT

The main objectives of the project are as under:-

To study the CUSTOMER SATISFACTION level of Rockport

footwear consumers with special reference to Delhi and NCR for

the following product,

 Brown shoes i.e. leather shoes ( in different

categories)

 To study the competition for Rockport shoes in the defined

segment i.e. high value leather footwear international brands.

 To study the customer claims i.e. defective shoes Rectification

Procedure used by Rockport.

 To check if the customer’s problems are rectified within the

given claim date as defined by the consumer defective policy.

 To recommend the methodology and techniques that would

further enhance the customer satisfaction level of Rockport

products.

 Try to find the better parameters that can enhance the

customer’s satisfaction level.

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RESEARCH METHODOLOGY:

Research Methodology is the method for acquiring the information

needed to carry out the study. The study will be conducted through

consumer survey of sample size of 100 pertaining to Delhi & NCR.

Survey will also include around 15 store managers of Rockport

exclusive stores and other high end international brown (leather)

shoes.

SAMPLING TECHNIQUES

“Convenient Sampling” technique will be applied for Survey at the SIS,

exclusive and Rockport MBO stores with customers. And “Systematic

and Random Sampling” technique will be used for store managers.

COLLECTION OF DATA

1. Data will be collected through both primary and secondary

source. Questionnaire for Primary data collection is attached.

2. The primary data will be collected through questionnaires and

interviews.

3. Secondary Data: Data will be collected from my organization,

Reebok India Company, and through various magazines,

journals, newspapers and websites. In usage of secondary data,

recency and relevancy of data will be main criteria.

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CHAPTERISATION SCHEME

1. Introduction

2. Literature review

3. Company Profile – Reebok India Company.

4. Guidelines of Reebok India Company (for Rockport brand) with

reference to consumer defect policy.

5. Research Methodology

6. Data Analysis

7. Conclusion & recommendation

8. Appendixes

9. References / Bibliography

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QUESTIONNAIRE

(Reebok India Company –for Brand Rockport)

I would request you to kindly share your thought and inputs about the

below survey. This is a survey done to study the satisfaction level

amongst the customers of Rockport and the comparison with the

brand service given by other footwear brands in leather shoes

category. Your few minutes will help the company to improve its

services. We appreciate your help in this regard.

(Please answer all questions that apply to you. If the meaning of question is not clear, ask the

interviewer to explain you)

a) Name. -------------------------------

b) Address. -------------------------------

-------------------------------

c) Phone/Fax/E-mail -------------------------------

d) Age

Under 20

20-30

30-40

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Above 40

e) Income Slab. (Monthly)

Rs. 25,000/- to Rs. 50,000/-

Rs. 50,000/- to Rs. 1, 00000/-

Rs. 1, 00000/- to Rs.2, 00000/-

Rs. Above Rs. 3,00000/-

f) Profession

Govt. Employee

Businessperson

Pvt.Employee

Retired

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g) WHICH OF THE BELOW INTERNATIONAL LEATHER SHOES


BRAND DO YOU HAVE,

1. DRESS SHOES

a. _______________________

b. _______________________

c. _______________________

d. _______________________

2. CASUAL DRESS SHOES

a. _______________________

b. _______________________

c. _______________________

d. _______________________

3. CASUAL SHOES

a. _______________________

b. _______________________

c. _______________________

d. _______________________

1. How easily did you find the new Rockport store location to buy a
new Rockport pair,

Very
Easily

Easily

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Difficult

Very
difficult

2. If all the commitments made by the Rockport store managers


after sale (in case of defective shoes) are fulfilled.

Dress shoes Dress casual shoes Casual shoes

Above Above Above


90% 90% 90%

60% - 60% - 60% -


90% 90% 90%

30% - 30% - 30% -


60% 60% 60%

Below Below Below


30% 30% 30%

3. How quickly you were entertained in the Rockport store.

Immediat
ely

After 5
minutes

Not at all

4. Was the trial of footwear was convincing to you at the Rockport


store?

Dress shoes Dress casual shoes Casual shoes

Fully Fully Fully


Satisfied Satisfied Satisfied

Partially Partially Partially

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Satisfied Satisfied Satisfied

Cant Say Cant Say Cant Say

Partially Partially Partially


Dissatisfied Dissatisfied Dissatisfied

Dissatisfie Dissatisfie Dissatisfie


d d d

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5. Was the store manager polite and helpful?

No

Yes

Not so
much

Cant say

6. How would you rate the communication skill of Rockport store


manager to make you understand the footwear technology

Excellent

Good

Fair

Poor

Bad

7. How would you rate the knowledge and competency level of


Rockport store staff who entertained you,

Excellent

Good

Fair

Poor

Bad

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8. How would you rate your overall Rockport experience while the
selection of footwear at the store in comparison of other global
leather shoes brand i.e. Ecco and Clarks?

Excellent

Good

Fair

Poor

Bad

9. How do you know about Rockport?

MAGAZIN
E

INTERNET

RECOMME
NDED BY FRIEND

TRAVELLE
D
INTERNATIONALY

10. How quickly your defective footwear problem was


rectified?

Same day

1-2 day

More than
7 days

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11. How would you rate the overall comfort in Rockport


footwear in comparison of other brands?

Dress shoes Dress casual shoes Casual shoes

Excellent Excellent Excellent

Good Good Good

Fair Fair Fair

Poor Poor Poor

Best in its Best in its Best in its


class class class

12. How much you are satisfied with the pricing of the
footwear in comparison with other global brands?

Dress shoes Dress casual shoes Casual shoes

OK OK OK

Reduce it Reduce it Reduce it

Cant Say Cant Say Cant Say

Increase it Increase it Increase it

13. Would you be to recommend this brand to others?

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Dress shoes Dress casual shoes Casual shoes

Yes, why Yes, why Yes, why


not? not? not?

Cant Say Cant Say Cant Say

Hesitantly Hesitantly Hesitantly

No No No

Thanks for giving your valuable time and comments…..

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Anurag Sharma
Deputy General Manager-Rockport
With over 12 years experience in retail industry ; Anurag is currently a
Deputy General Manager – Reebok a wholly owned subsidiary of the $
4 billion Reebok International based out of Massachusetts, USA and
now a part of the Adidas Group.

After finishing his early schooling from Spring Dales School – Lucknow,
Anurag graduated from Delhi University in the year 1995.

After his post graduation from the National Institute of Fashion


Technology, New Delhi in the year 1998; Anurag started his career at
ITC.

In the year 1999 Anurag joined Arvind Brands for the operations of the
denim wear brand “Lee” in the country.

His stint in Reebok has been over 10 years and during these years he
has worked in various roles .He started his career as an Assistant
Product Manager for a Golfing Brand - Greg Norman .He moved on in
the role of a Product Manager for the lifestyle brand - Rockport in the
year 2003.

It was his passion and the drive to excel that enabled him to become
the Deputy General Manager of the brand in 2010.

He is a great athlete at the age of 36 years and is a regular to the


Reebok gym. He has run the Delhi half Marathon fives times in a row.

He has done extensive international travel to U.S, Europe and Far East.

He wishes to look like a brother to his daughters when he turns 50!!!

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CONSENT LETTER

To,

Director,

IMT CDL,

GHAZIABAD,

This is to certify that “Sanjay singh Gurjar” will be doing the project

TO STUDY THE LEVEL OF CUSTOMER SATISFACTION OF REEBOKs

HIGH END BROWN( LEATHER) SHOES BRAND ROCKPORT, IN

COMPARISON WITH OTHER AVAILABLE HIGH END INTERNATIONAL

BROWN(LEATHER) SHOES BRANDS IN INDIA, WITH REFERENCE TO

DELHI AND NCR REGION under my guidance. I further certify that

this is a genuine project and has not been copied from any source as

per my knowledge.

The project shall be carried out in the time frame between July 2010

to November 2010 under my supervision.

Thanking you,

Yours truly,

Anurag Sharma

[9811775376]

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