MEANING OF CUSTOMER SATISFACTION

Customer satisfaction, a business term, 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 a Balanced 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.!"# $easuring customer satisfaction provides an indication of how successful the organization is at providing products and%or services to the marketplace. &ustomer 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. 'he state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. 'he 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 in marketing, 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." !" #n a survey of nearly $%% senior marketing managers, &! percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses. !" #t is seen as a key performance indicator within business and is often part of a 'alanced (corecard. #n 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. $" ")ithin organi*ations, customer satisfaction ratings can have powerful effects. +hey focus employees on the importance of fulfilling customers, expectations. -urthermore, when these ratings dip, they warn of problems that can affect sales and profitability. . . . +hese metrics quantify an important dynamic. )hen a brand has loyal customers, it gains positive word.of. mouth marketing, which is both free and highly effective." !" +herefore, it is essential for businesses to effectively manage customer satisfaction. +o be able do this, firms need reliable and representative measures of satisfaction.

"#n researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. +hus, expectations are a key factor behind satisfaction. )hen customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. -or this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget motel/even though its facilities and service would be deemed superior in 0absolute0 terms." !" +he importance of customer satisfaction diminishes when a firm has increased bargaining power. -or example, cell phone plan providers, such as 1+2+ and 3eri*on, participate in an industry that is an oligopoly, where only a few suppliers of a certain product or service exist. 1s such, many cell phone plan contracts have a lot of fine print with 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. +heir principal use is twofold4" !" 1. ")ithin organi*ations, 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 company,s goods and services." !" $. "1lthough sales or market share can indicate how well a firm is performing currently, satisfaction is perhaps the best indicator of how likely it is that the firm,s customers will make further purchases in the future. 5uch research has focused on the relationship between customer satisfaction and retention. (tudies indicate that the ramifications of satisfaction are most strongly reali*ed at the extremes." 6n a five.point scale, "individuals who rate their satisfaction level as 070 are likely to become return customers and might even evangeli*e for the firm. (1 second important metric related to satisfaction is willingness to recommend. +his metric is defined as "+he percentage of surveyed customers who indicate that they would recommend a brand to friends." )hen a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. +his can be a powerful marketing advantage.) "#ndividuals who rate their satisfaction level as 0!,0 by contrast, are unlikely to return. -urther, they can hurt the firm by making negative comments about it to prospective customers. )illingness to recommend is a key metric relating to customer satisfaction

NIKE COMPANY PROFILE

)I*+, Inc. ,)I*+-, incorporated in ./01, is engaged in design, development and marketing of footwear, apparel, e2uipment and accessory products. )I*+ is a seller of athletic footwear and athletic apparel in the world. 'he &ompany sells its products to retail accounts, through )I*+ owned retail stores, and Internet sales, and through a mix of independent distributors and licensees, in over .34 countries around the world. )I*+5s 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. 'he &ompany 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. 'he &ompany sells a line of performance e2uipment under the )I*+ brand name, including bags, socks, sport balls, eyewear, timepieces, electronic devices, bats, gloves, protective e2uipment, golf clubs and other e2uipment designed for sports activities. It also sells small amounts of various plastic products to other manufacturers through its wholly owned subsidiary, )I*+ I6$, Inc. In addition to the products it sells directly to customers, it has entered into license agreements that permit unaffiliated parties to manufacture and sell certain apparel, electronic devices and other e2uipment designed for sports activities. Its wholly owned subsidiary, &ole 6aan ,&ole 6aan- designs and distributes dress and casual footwear, apparel and accessories for men and women under the &ole 6aan trademark. 'he &ompany5s wholly owned subsidiary, &onverse Inc. ,&onverse- designs, distributes and licenses athletic and casual footwear, apparel and accessories under the &onverse, &huck 'aylor, 7ll Star, One Star, Star &hevron and 8ack 9urcell trademarks. 'he &ompany(s wholly owned subsidiary, 6urley International ::& ,6urley- designs and distributes a line of action sports and youth lifestyle apparel and accessories under the 6urley trademark. Its wholly owned subsidiary, ;mbro :td. ,;mbro- designs, distributes and licenses athletic and casual footwear, apparel and e2uipment, primarily for the sport of football ,soccer-, under the ;mbro trademark. 'he &ompany competes with 7didas and 9uma. It started with a handshake between two visionary Oregonians - Bowerman and his University of Oregon runner Phil Knight. They and the people they hired evolved and grew the ompany that be ame !ike from a U.".-based footwear distributor to a global marketer of athleti footwear# apparel and e$uipment that is unrivaled in the world.

<hen )ike co founder Bill Bowerman made this observation many years ago, he was defining how he viewed the endless possibilities for human potential in sports. 6e set the tone and direction for a young company created in ./3", called )ike, and today those same words inspire a new generation of )ike 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 )ike apart from the competition and provide value for our shareholders. It started with a handshake between two visionary Oregonians Bowerman and his ;niversity of Oregon runner 9hil *night. 'hey and the people they hired evolved and grew the company that became )ike from a ;.S. based footwear distributor to a global marketer of athletic footwear, apparel and e2uipment that is unrivaled in the world. 7long the way, )ike has established a strong Brand 9ortfolio with several wholly owned subsidiaries including &ole 6aan, &onverse Inc., 6urley International ::&, )I*+ =olf, and ;mbro :td. Our world head2uarters is located near Beaverton, Oregon, a suburb of 9ortland. So while the 9acific )orthwest is the birthplace to )ike, today we operate in more than .04 countries around the globe. 'hrough our suppliers, shippers, retailers and other service providers, we directly or indirectly employ nearly one million people. 'hat includes more than >?,444 )ike employees across six continents, each of whom make their own contribution to fulfill our mission statement@ to bring inspiration and innovation to every athleteA in the world.

9OB'CO:IO BB7)DS@ )I*+, Inc.5s wholly owned affiliates, reported as Other Businesses E &ole 6aan, &onverse, Inc., 6urley International, ::&, )I*+ =olf, and ;mbro, :td. E play a significant role in our future growth plans. 7t the end of fiscal "4.., )I*+, Inc.5s affiliate businesses contributed approximately F".3 billion of the company5s F"4./ billion in revenue. 7s part of our growth strategy, we continue to invest in opportunities that will generate the highest possible long term returns. &O:+ 677) &ole 6aan, a wholly owned subsidiary of )I*+, Inc., is one of 7merica5s leading luxury brands, offering high 2uality men5s and women5s footwear, accessories and outerwear. +ach product blends craftsmanship, design and innovation to give it distinctive character and style. &ole 6aan operates more than .14 retail locations throughout the ;nited States, &anada, the $iddle +ast and 7sia. &ole 6aan is head2uartered in )ew Gork &ity and Garmouth, $aine. &ole 6aan realized F?.1 million in sales in fiscal "4... Cor more information on &ole 6aan and the company(s latest collections, please visitwww.colehaan.com. &O)H+BS+, I)&. &onverse, Inc., established in ./41 and based in )orth 7ndover, $assachusetts, has built a reputation as I7merica5s Original Sports &ompanyJK and has been associated with a rich heritage of legendary shoes such as the &huck 'aylorL 7ll StarL shoe, the 8ack 9urcellL shoe and the One StarL shoe. 'oday, &onverse offers a diverse portfolio including premium lifestyle men(s and women(s footwear and apparel. &onverse product is sold globally by retailers in over .04 countries and through more than ?4 company owned retail locations. &onverse realized F... billion in reported revenue in fiscal "4... 6;B:+G I)'+B)7'IO)7:, ::& 6ead2uartered in &osta $esa, &alifornia, 6urley International ::& designs and distributes a line of action sports apparel for surfing, skateboarding and youth lifestyle apparel and footwear under the 6urley brand name. 6urley realized F"?" million in reported revenue in fiscal "4.... 8OBD7) BB7)D 7 division of )I*+, Inc., 8ordan Brand is a premium brand of footwear, apparel and accessories inspired by the dynamic legacy, vision and direct involvement of $ichael 8ordan. 'he 8ordan Brand made its debut in .//3 and has grown into a complete collection of performance and lifestyle products. 'he 8ordan Brand remains active in the community through its <I)=S for the Cuture program serving three pillars of community investmentM+ducation, Sport and &reativity..

)I*+ =O:C :ocated at )I*+5s <orld 6ead2uarters in Beaverton, Oregon, )ike =olf designs and markets golf e2uipment, apparel, balls, footwear, bags and accessories worldwide. )ike =olf 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. )ike =olf realized F0"> million in reported revenue in fiscal "4... ;$BBO, :'D. Counded in ./"N and head2uartered in $anchester, +ngland. ;mbro, :td. designs, distributes, and licenses athletic and casual footwear, apparel and e2uipment, primarily for the sport of football ,soccer-, under the ;mbro trademarks. ;mbro :td. has been associated with football since the ./>4s and its relationship with leading national teams and professional clubs includes exclusive endorsements and distribution rights for playing kit, apparel and e2uipment, including playing and training kits for +ngland5s )ational 'eam. ;mbro realized F""N million in sales in fiscal "4...

AD ERTISEMENTS!

ADIDAS COMPANY PROFILE! A"i"as AG is a =erman sports apparel manufacturer and parent company of the 7didas =roup, which consists of the Beebok sportswear company, 'aylor$ade 7didas golf company ,including 7shworth-, and Bockport. Besides sports footwear, the company also produces other products such as bags, shirts, watches, eyewear, and other sports and clothing related goods.'he company is the largest sportswear manufacturer in +urope and the second biggest sportswear manufacturer in the world, with 7merican rival )ike being the biggest.!># 7didas was founded in ./N1 by 7dolf O7diO Dassler, following the split of %ebr&der 'assler " huhfabrik between him and his older brother Budolf. Budolf later established 9uma, which was the early rival of 7didas. Begistered in ./N/, 7didas is currently based in6erzogenaurach, =ermany, along with 9uma. 'he company(s clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into 7didas(s current official logo. 'he O'hree StripesO were bought from the Cinnish sport company *arhu Sports in ./?..!N#!?# 'he company revenuefor "4.4 was listed at P...// billion.!"#

In .//N, combined with CIC7 Gouth =roup, SOS &hildren(s Hillages became the main beneficiary. In .//3, 7didas 7= ac2uired the Salomon =roup who specialized in ski wear, and its official corporate name was changed to 7didas Salomon 7= because with this ac2uisition 7didas also ac2uired the 'aylormade =olf company and $axfli, which allowed them to compete with )ike =olf. In .//1, 7didas sued the )&77 over their rules limiting the size and number of commercial logos on team uniforms and apparel. 7didas withdrew the suit, and the two groups established guidelines as to what three stripe designs would be considered uses of the 7didas trademark. In "44>, 7didas filed a lawsuit in a British court challenging Citness <orld 'rading(s use of a two stripe motif similar to 7didas(s three stripes. 'he court ruled that despite the simplicity of

the mark, (itness )orld (s use was infringing because the public could establish a link between that use and 7didas(s mark.!."# In September "44N, top +nglish fashion designer Stella $c&artney launched a Qoint venture line with 7didas, establishing a long term partnership with the corporation. 'his line is a sports performance collection for women called O7didas by Stella $c&artneyO,!.># and it has been critically acclaimed.!.N# 7lso in "44?, on > $ay, 7didas told the public that they sold their partner company Salomon =roup for PN1?m to 7mer Sports of Cinland. In 7ugust "44?, 7didas declared its intention to buy British rival Beebok for F>.1 billion ,;SF-. 'his takeover was completed with partnership in 8anuary "440!.# and meant that the company would have business sales closer to those of )ike in )orth 7merica. 'he ac2uisition of Beebok would also allow 7didas to compete with )ike worldwide as the number two athletic shoemaker in the world.!.?# 7didas has global corporate head2uarters in =ermany, and many other business locations around the world such as 9ortland OB, 6ong *ong, 'oronto, 'aiwan, +ngland, 8apan, 7ustralia, and Spain. $ainly sold in the ;.S., 7didas makes lots of assets from these countries and is expanding to more oversea countries. In "44?, 7didas introduced the 7didas ., the first ever production shoe to use a microprocessor. Dubbed by the company O'he <orld(s Cirst Intelligent ShoeO, it features a microprocessor capable of performing ? million calculations per second that automatically adQusts the shoe(s level of cushioning to suit its environment. 'he shoe re2uires a small, user replaceable battery that lasts for approximately .44 hours of running. On "? )ovember "44?, 7didas released a new version of the 7didas . with an increased range of cushioning, allowing the shoe to become softer or firmer, and a new motor with .?> percent more tor2ue.! itation needed# On .. 7pril "440, 7didas announced an .. year deal to become the official )B7 apparel provider. 'hey will make )B7, )BD:, and<)B7 Qerseys and products as well as team coloured versions of the OSuperstarO basketball shoe. 'his deal ,worth over FN44 million- takes the place of the previous .4 year Beebok deal that was put in place in "44..

PRODUCT RANGE! Runnin# 7didas currently manufactures several running shoes, including the adiStar Salvation >, the adiStar Bide > ,the replacement for the adiStar &ushion 0-, the Supernova Se2uence N ,the replacement for the Supernova &ontrol .4-, and the Supernova =lide >, among others. In

addition, their performance apparel is widely used by runners. 7didas also uses kangaroo leather to make their more expensive shoes.!.0#!.3#

Foot$a%% &soccer' One of the main focuses of 7didas is football kit and associated e2uipment. 7didas remain a maQor company in the supply of team kits for international football teams. 7didas also makes referee kits that are used in international competition and by many countries and leagues in the world. 'he company has been an innovator in the area of footwear for the sport, with notable examples including the ./3/ release of the &opa $undial moulded boot used for matches on firm dry pitches. It holds the accolade of the best selling boot of all time. 'he soft ground e2uivalent was named <orld &up and it too remains on the market, timeless and iconic. Some of the most famous football teams are currently sponsored by 7didas. 7didas became renowned for advancing the 9redator boot design developed by ex :iverpool and 7ustralian international player &raig 8ohnston. 'his design featured a ribbed rubber structure for the upper leather of the shoe, used to accent the movement of the ball when struckR highly skilled players claimed they were able to curve the flight of the ball more easily when wearing this new contoured design.! itation needed# 'he 9redator also features the &raig 8ohnston invented 'raxion sole. CIC7, the world governing body of football, commissioned specially designed footballs for use in its own <orld &up tournaments to favour more attacking play. 'he balls supplied for the "440 <orld &up, the Teamgeist, 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. =oalkeepers were believed to be less comfortable with the design, claiming it would move significantly and unpredictably in flight..7didas also introduced another new ball for the "4.4 <orld &up. 'he 8abulani ball was designed and developed by :oughborugh ;niversity in conQunction with &helsea C&. It received much criticism from players, managers and pundits for being too hard to control. 'he lighter and more aerodynamic ball led to many shots and passes being over hit. 'he 8abulani was widely blamed for the low numbers of long range goals or even remotely accurate attempts in the opening stage of the tournament 7s well as the aforementioned 9redator boot, 7didas also manufacture the C?4 and adi9ure range of football boots. 7didas also provides apparel and e2uipment for all teams in $aQor :eague Soccer. Tennis

7didas has sponsored tennis players and recently introduced a new line of tennis rac2uets. <hile the Ceather is made for the Oregular playerO, and the Besponse for the Oclub playerO, 7didas targets the Otournament playerO with the ."." oz Barricade tour model.!.1# 7didas sponsors the following professional players with mainly clothing apparel and footwear@ 7na IvanoviS, 7ndy $urray, $aria *irilenko, &aroline <ozniacki, 8ustine 6enin, 8o <ilfried 'songa, Daniela 6antuchovT, 7licia $olik, Cernando Herdasco, =illes Simon, Cernando =onzTlez, Clavia 9ennetta, :aura Bobson, $elanie Oudin, and Sorana &Urstea. 7didas tennis apparel contains the &lima&ool technology found in other athletic Qerseys and shoes.!./# In )ovember "44/ <orld )umber N 7ndy $urray was confirmed as 7didas(s highest paid star with a ? year contract reported to be worth F"N.?m. 9layers sponsored by 7didas can take advantage of the 7didas 9layer Improvement 9rogram, where the company provides coaches, fitness trainers and sports psychologists to players in order to further their careers. 'he program includes legendary coaches such asDarren &ahill and Sven =roeneveld. In &incinnati, at the 7'9 'ennis 'ournament in $ason, they have also sponsored the ball boy and ball girl uniforms.

Go%f 7didas =olf is part of 7didas, a =erman based sports apparel manufacturer and part of the 7didas =roup, which consists of Beebok sportswear company, 'aylor$ade 7didas golf company, and Bockport. 'he 7didas =roup is one of the global leaders in the sporting goods industry offering a wide range of products around the three core segments of 7didas, Beebok, and 'aylor$ade 7didas =olf. 7didas =olf sells and manufactures 7didas brand golf apparel, footwear, and accessories. 7didas =olf sells apparel, footwear, and accessories for men, women, and youth. $en(s e2uipment includes footwear, shirts, shorts, pants, outerwear, base layer and eyewear. <omen(s e2uipment includes footwear, shirts, shorts, skirts, pants, outerwear, base layers, and eyewear. Gouth e2uipment includes both boys and girls footwear, apparel, and eyewear. Cric(et In the .//4s, 7didas signed world(s iconic batsman Sachin 'endulkar of India and made shoes for him. 'endulkar continues to wear 7didas shoes while playing matches. Since "441, 7didas

has sponsored the cricket bat used by Sachin 'endulkar. It created a new cricket bat, (7didas $aster Blaster(, personalized for him. In "441, 7didas made their move into +nglish cricket market by sponsoring +nglish batting star *evin 9ietersen after the cancellation of his lifetime deal with <oodworm, when they ran into financial difficulties.!""# 'he following year they signed up fellow +ngland player Ian Bell, 9akistan opening batsman Salman Butt and Indian 9layer Bavindra 8adeQa. 6aving made cricket footwear for many years, the company finally entered the field of bat manufacture in "441 and their products are available in the Incurza, 9ellara and :ibro ranges. 7didas manufactures uniforms for the +ngland cricket team. 7didas signed with &ricket South 7frica in "4.. and the uniforms worn bySouth 7frican &ricket 'eam during and after the &ricket <orld &up "4.. will be manufactured by the =erman giant. 'hey also sponsor the South *orea national cricket team. In the Indian 9remier :eague ,I9:-, 7didas are the official apparel sponsor for the teams $umbai Indians, Delhi Daredevils and 9une <arriors India.

)as(et$a%% 7didas has been a longtime basketball shoe manufacturer and is one of the leading basketball brands in the world. 'hey are most famous for their late ./04s iconic Superstar and 9ro $odel shoes, affectionately known as OshelltoesO for their stylized hard rubber toe box.! itation needed# 'hese were made very popular in the ./14s hip hop streetwear scene alongside 7didas(s stripe sided polyester suits.! itation needed# 7didas is also the current outfitter of all >4 franchises in the )ational Basketball 7ssociation ,replacing the Beebok brand after the merger- and sponsors numerous players past and present like *areem 7bdul 8abbar and 'racy $c=rady, as well as Dwight 6oward,&hauncey Billups, Derrick Bose, Brandon *night, +ric =ordon, $ichael Beasley, 8osh Smith and 'im Duncan. 7didas endorsed *obe Bryant with the 7didas +2uipment *B1 as his first signature shoe until 8uly "44".!"0# 'he company also endorsed *evin =arnett until he opted out of his contract in "4.4.!"3# =ilbert 7renas was an 7didas endorser until "4.4.!"1# Ru#$* 7didas make rugby balls and other rugby gear. 'hey are the current kit and ball supplier to the )ew Vealand 7ll Blacks, Irish $unster Bugby, the 7rgentinian 9umas, and the South 7frican Stormers and <estern 9rovince rugby union teams among others. 7didas are also the official match ball supplier to the 6eineken &up.

AD ERTISEMENTS!

Chapter 2

Research Objecti e an! Metho!o"o#$

2%& Research Objecti e of the Stu!$' +he main ob8ective behind doing this research is to get the full knowledge about the consumer preference and statisfaction towards 9#:; brand n its products in comparison to 1<#<1( brand sports products.

2%2 Research Metho!o"o#$ of the Stu!$' Metho!o"o#$ is generally a guideline for solving a problem, with specific components such as phases, tasks, methods, techniques and tools. #t can also be defined as follows4

2%( Research )esi#n' !. =esearch design is the strategy, the plan, and the structure of conducting a research pro8ect. $. 1 research design is the specification of methods and procedures for acquiring the information needed. >. #t is the over.all operational pattern or framework of the pro8ect that stipulates what information is to be collected from which source by what procedures.

)escripti e research !esi#n is a scientific method which involves observing and describing the behavior of a sub8ect without influencing it in any way.

+he =esearch <esign used by me is )ESCRIPTI*E research design.

T$pes of research !esi#n ;very =esearch needs lots of dedication from the researcher,s part.the amount of dedication mainly depends on the sub8ect matter of the research. 'efore undertaking any research in any sub8ect areas one must be sure about the intended purpose of the research.this purpose determines what type of research one is going to undertake. 1ny scientific research may fall into the following three broadly categories4 E+p"orator$ research.+his type of research may generate any novel idea in the domain of knowledge. #t is primarily done for the purpose of finding anything new in any sub8ect arena and always tries to shed some light in the unknown domain of knowledge. +his kind of research also helps us to generate new discipline in sciences and help us to identify problems of those particular research areas.

Constructi e research. +his is mainly done by many technological corporates in order to find new?alternative solutions to any particular crisis or problems. -or example. renewable energy research or development of the capacity of optical fiber may fall into this category of research.

Empirica" research.+his 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. 'ased 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%, )ata Co""ection' +he task of data collection begins after a research problem had been defined and research design?plan chalked out. <ata collection can be done by both primary and secondary method. Sources of )ata Co""ection' Primar$ Metho!' <ata that have been observed and recorded by the researchers for the first time to their knowledge. #t can be collected by4 Communication 6bservation @uestionnaire

+here are basic approaches to data collections using primary methods4 @ualitative research includes interviews, focus groups, participant observations and ethnographies. @uantitative research includes controlled laboratory experiments, field work, questionnaires and surveys. +he term primary research is widely used in academic research, market research and competitive intelligence.

Secon!ar$ Metho!' <ata that have been already collected by and readily available from other sources. (uch 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 t$pe of !ata co""ection use! b$ me is a primar$ source- .uestionnaire%

2%/ Samp"in# )esi#n'

Popu"ation' 1 population can be defined as including all people or items with the characteristic one wish to understand. 'ecause 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. Samp"in# Unit' 6ne 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 0&1 9#:; shoes and sportswear product user is the sampling unit. Samp"e Si2e' +he sample si*e is an important feature of any empirical study in which the goal is to make inferences about a population from a sample (ample si*e taken is (3% Samp"in# Area' 1 method in which the area to be sampled is subdivided into smaller blocks which are selected at random and then subsample or fully surveyedA method is used when a complete frame of reference is not available. (ampling area is NORT4 )E54I%

Samp"in# Techni.ue'

Samp"in# Techni.ue

Non6Probabi"it$ Samp"in# Techni.ue

Probabi"it$ Samp"in# Techni.ue

Con enience Samp"in#

8u!#ementa" Samp"in#

7uota Samp"in#

Sno9ba"" Samp"in#

Simp"e Ran!om Other Samp"in# S$stematic Stratifie! C"uster Non6Probabi"it$ Samp"in# Techni.ue' Bnder this technique selection depends upon Samp"in# Techni.ue Samp"in# Samp"in# Samp"in# the situation. +he sample is not a proportion of the population and there is no system in selecting the sample. 9o such assurance is given that each item has a chance of being included as a sample.

 Con enience Samp"in#' Cenerali*ation to a population can seldom be made with this procedure. +his is one of the weakest sampling procedures. 8u!#ementa" Samp"in#' #t is a form of convenience in which the population elements are selected based on the 8udgement of the researchers. 7uota Samp"in#' 1 pre.defined number (quota) of people who meet certain criteria are surveyed. Sno9ba"" Samp"in#' 1n initial group of respondents is selected, usually at random. 1fter being interviewed, these respondents are asked to identify others who belong to the target population of interest. (ubsequent respondents are selected based on the referrals.

Probabi"it$ Samp"in# Techni.ue' Bnder 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. #t is more complex, expensive and time consuming. #ts types are as under4

Simp"e Ran!om Samp"in#' ;ach element in the population has an equal probability selection and each combination of elements has an equal probability of selection. S$stematic Samp"in#' #t 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. Stratifie! Samp"in#' -irstly divide population into groups that differ in important ways. 'asis for grouping must be known before sampling. +hen select random sample from within each group. C"uster Samp"in#' +his sampling is appropriate when it is very time consuming or expensive to choose the individuals one at a time. #t is also known as multistage cluster sampling.

+he sampling technique used is the C5USTER SAMP5IN:% 2%; Research Instrument' +he research instrument used is a 7UESTIONNAIRE .

Number of .uestions' +he questionnaire prepared by me contains !7 questions.

T$pes of .uestions'

Open En!e! 7uestions' 6pen ended questions are those questions that give the audience an opportunity to express their opinions. #n these types of questions, there are no predetermined set of responses and the person is free to answer however he?she chooses. 'y including open ended questions in your questionnaire, you can get true, insightful and even unexpected suggestions. @ualitative questions fall under the category of open ended questions. 1n 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. C"ose! En!e! 7uestions' Closed ended questions are questions that include multiple choice answers. 5ultiple choice questions fall under the category of closed ended questions. +hese multiple choices could either be in even numbers or in odd numbers. 'y including closed ended questions in your questionnaire design, you can easily calculate statistical data and percentages. Dreliminary analysis can also be performed with ease. Closed ended questions can be asked to different groups at different intervals. +his can enable you to efficiently track opinion over time. Ratin# Sca"e 7uestions' #n rating scale questions, the respondent is asked to rate a particular issue on a scale that ranges from poor to good. =ating scale questions usually have an even number of choices, so that respondents are not given the choice of a middle option.

C+APTER,-

Data Ana%*sis an" Inter.retation

/0 Do *ou .refer $ran" .ro"ucts1

7.>? respondents responded that they prefer branded products,.> respondents responded that they do
not prefer using branded products and " respondents responded that they don5t often use the branded products.

S:.)O . " >

O9'IO)S G+S )O )O' OC'+)

I) );$B+B >? .> "

I) 9+B&+)'7=+ 34W "?W ?W

/0 Do *ou .refer 2earin# s.orts s3oes1 A0-4 res.on"ents res.on"e" t3at t3e* .refer 2earin# s.orts s3oes 23i%e 54
res.on"e" t3at t3e* "on6t .refer 2earin# s.orts s3oes0

S:.)O . "

O9'IO)S G+S )O

I) );$B+B >? .?

I) 9+B&+)'7=+ 34W >4W

/0 73at $ran" "o *ou .refer t3e most1 A0.> respondents responded that they prefer the brand X7DID7S5 and "" persons
responded that they prefer X)I*+5 brand while only ? persons preferred B++BO* and .4 persons chose X9;$75 as there most favorable brand

S:.)O . " > N

O9'IO)S 7DID7S )I*+ B++BO* 9;$7

I) );$B+B .> "4 3 .4

I) 9+B&+)'7=+ "?W >?W .?W "4W

/0 73at factors inf%uence *ou to #o to a .articu%ar $ran"1 A0"> respondents responded that 2uality is the main factor which influence them to go for
a particular brand,.3 persons responded that price is the main factor which influences there decision,3 persons responded variety influences them in a particular brand while > persons said that durability in the brand5s products influences them.

S:.)O . " > N

O9'IO)S Y;7:I'G 9BI&+ H7BI+'G D;B7BI:I'G

I) );$B+B "> .3 3 >

I) 9+B&+)'7=+ N?W >?W .?W .4W

/0 Are *ou satisfie" 2it3 t3e 8ua%it* of *our .referre" $ran"1 A0>> respondents responded that they are satisfied with the 2uality of the brand which
they are using while .3 respondents responded that they are not satisfied with the 2uality of the brand which they are using.

S:.)O . " >

O9'IO)S G+S )O )O &O$$+)'

I) );$B+B >> .4 3

I) 9+B&+)'7=+ 0?W "4W .?W

/0 Are *ou satisfie" 2it3 t3e .rice ran#e1 A0"3 respondents responded that they are satisfied with the price range of their preferred brand,
.? respondents responded that they are not satisfied with the price range of their preferred brand while 1 persons replied with no comment answers.

S:.)O . " >

O9'IO)S G+S )O )O &O$$+)'S

I) );$B+B "3 .? 1

I) 9+B&+)'7=+ ??W >4W .?W

/0 +o2 "o *ou consi"er t3e im.ortance of s.orts s3oes1 A0"4 respondents responded that they use sports shoes for comfort basis,.? respondents
replied that they use them for their good price,3 respondents use sports shoes for their durability while ?persons use sports shoes for their use in sports and > persons for any other reasons.

S:.)O . " > N ?

O9'IO)S &O$COB' 9BI&+ D;B7BI:I'G ;S+ I) S9OB'S 7)GO'6+B

I) );$B+B "4 .? 3 ? >

I) 9+B&+)'7=+ N4W >4W .?W .4W ?W

/0 73at (in" of .romotiona% too% "o *ou .refer1

7.? respondents responded that they prefer lucky coupon techni2ue for promotion,1
persons responded that they prefer free gift techni2ue as a promotional tool, while maQority of the respondents i.e. >4 seemed to favored the discount techni2ue and rest 3 responded with one plus one techni2ue.

S:.)O . " > N

O9'IO)S :;&*G &O;9O) CB++ =IC' DIS&O;)' O)+ 9:;S O)+

I) );$B+B ? 1 >4 3

I) 9+B&+)'7=+ .4W .?W 04W .?

/0 Are *ou 2i%%in# to $u* .referre" $ran" at %o2er rate $ut 2it3 ne#otia$%e 8ua%it*1 A0"4 respondents were willing to buy the preferred brand at lower price with negotiable
2uality while the other >4 were not willing to buy brand with negotiable technology.

S:.)O . "

O9'IO)S G+S )O

I) );$B+B "4 >4

I) 9+B&+)'7=+ N4W 04W

/0 7i%% *ou .urc3ase anot3er $ran" of same 8ua%it* 2it3 %esser .rice1 A0>? persons responded that they will purchase another brand of same 2uality at a lesser
price while other .? were not willing to change their preferred brand.

S:.)O . "

O9'IO)S G+S )O

I) );$B+B >? .?

I) 9+B&+)'7=+ 34W >4W

/0 Is t3ere an* im.act of a"9ertisement on se%ection of $ran"s1 A0"1 respondents responded that advertisement has a impact on their selection of brands while
"" respondents responded that advertisement does not have any impact on their selection of brands.

S:.)O . "

O9'IO)S G+S )O

I) );$B+B "1 ."

I) 9+B&+)'7=+ ??W N?W

Su##estions : Recommen"ation
-indings Ealf of the population prefers buying 9ike sportswear products. 9ike is preferred over 1didas F%G of the population is satisfied with the 9ike products <urability and comfort are the main concern for buying shoes H%G of total population visits the 9ike showroom once in a month 5ore than half of the population thinks that 9ike should introduce new range of shoes

 =eebok and puma are the least preferred brand of shoes and sportswear

Conclusion 9ike is the preferred brand of shoes and other sports accessories among public Duma n =eebok are the least preferred brand of shoes and other sports accessories amongst the public 5ore than half of the population visits the 9ike showroom once in a month F%G of the population is satisfied with the 9ike brand

 <urability and comfort are the main concern of public in relation to sport shoes Dricing strategy in #ndia plays an important part in attracting consumers 5ore than half of the population believes that 9ike advertisements are satisfactory

:imitations

Ps*c3o%o#ica% Constraints!

$ost of the persons who were 2uestioned felt disturbed while responding during their work hoursR hence they made it a point to finish off answering the 2uestionnaire as soon as possible.

Constraints re#ar"in# confi"entia% Issues!

$ost of the interviewed persons were reluctant to give information.

No 2i"e co9era#e! 7s the research was confined to only )orth Delhi

Time constraint, 'here was a time constraint in the study :imited information on the internet about the company profiles of both the brands.

7))+Z;B+

50 )ame@ ;0 7ge@ :ess than "4 years. "4 >4 years.

 -0 =ender@

>4 N4 years. 7bove N4 years.

$ale. Cemale.

<0 Occupation@ if you choose service or business then answer Y? otherwise move to Y0. Service Student Business 7ny other ,specify-@ 40 $onthly Income@ :ess than Bs .4,444. Bs .4,444 E Bs"4, 444. Bs "4,444 E Bs >4,444. Bs >4,444 E Bs N4,444. 7bove Bs N4,444 =. Do you prefer brand products[ Ges )o

>. Do you preffer wearing sports shoes[ Ges )o

?. <hat brand do you prefer the most[ Beebok )ike 7didas puma

7ny other

@0 <hat factors influence you to go to a particular brand[ Yuality 9rice Durability Hariety 7ny other

5A. 7re you satisfied with the 2uality of your preferred brand[ Ges )o )o comments

55. 7re you satisfied with the price range[ Ges )o )o comment

5;. 6ow do you consider the importance of sports shoes[ &omfort 9rice Durability ;se in sports

7ny other

5-. <hat kind of promotional tool do you prefer[ :ucky coupons Discount Cree gift Buy . get . free 7ny other

5<. 7re you willing to buy preferred brand at lower rate but with negotiable 2uality[ Ges )o

54. <ill you purchase another brand of same 2uality with lesser price[ Ges )o

5=. Is there any impact of advertisement on selection of brands[ Ges )o