A study on buying behaviour of Indian consumers regarding shoes

Prof Sudhakar R.*, Singhania Suraj Kumar**, Iyer Akshaya**, Kesarwani Avnish**
*V.I.T. Business School, Vit University, Vellore, Tamil Nadu
**Vit University Students, Vit University, Vellore, Tamil Nadu
Online published on 20 March, 2014.
Abstract
Over the past decade competition has increased significantly. Globalization has induced the entry
of companies like Adidas, Nike and Puma to Indian market. This paper will highlight the
adaption status of consumer to these brands and other existing brand in the country. The
objective is to identify consumer choice in various product categories and correlate what features
is motivating their clients to walk in their store. The study examines brand origin concept in
shaping Indian consumers preference, the paper will determine what marketing tool and mix the
companies are using to promote their brand name in market. The research is guided with a tested
result of 100 responses across the country and was analysed using simple regression and
descriptive technique. At present Indian market is price sensitive and consumers are
experimenting as which foreign brand do they like the most.
Finding suggests that brand name plays a significant role in enhancing youth market in India.
Some hypothesis is drawn about consumer choice and fast changing preference of Indian market,
their buying attitude is it with brand label or not.
Research Implication
This study would help the managers for devising a combine strategy for both type of gender. The
research survey is basically conducted within the age group of 18 25 who have greater
exposure to brands. Therefore the study can be generalized to analyse the purchasing pattern of
all socio economic class people

Consumer Preferences Towards Branded Sports Shoes

1. 1. Consumer preferences Towards Branded Sports Shoes Rajput Miraj

2. 2. INDIAN FOOTWARE INDUSTRY <ul><li>The Indian footwear retail market is
expected to grow at a CAGR of over 20% for the period spanning from 2008 to 2011.
</li></ul><ul><li>Presently, the Indian footwear market is dominated by Men's footwear
market that accounts for nearly 58% of the total Indian footwear retail market.
</li></ul><ul><li>By products, the Indian footwear market is dominated by casual
footwear market that makes up for nearly two-third of the total footwear retail market.
</li></ul><ul><li>As footwear retailing in India remain focused on men's shoes, there
exists a opportunities in the exclusive ladies' and kids' footwear segment </li></ul>
3. 3. MAJOR PLAYERS IN FOOTWEAR
4. 4. Data analysis and interpretation <ul><li>Q.1. WHICH BRAND DO YOU PREFER ?
</li></ul>COMMENT : Most of the people prefer to wear shoes of Reebok brand
5. 5. Data analysis <ul><li>Q.2. ARE YOU SATISFIED WITH THE QUALITY OF
PREFERD BRAND ? </li></ul>COMMENT : Most of the people in surveyed region
were satisfied with their brand.
6. 6. Data analysis <ul><li>Q.3. ARE YOU SATISFIED WITH THE PRICE RANGE ?
</li></ul>COMMENT : Most of the people were happy with given price range.
7. 7. Data analysis <ul><li>Q.4. IF PRICES OF YOUR PREFERED BRAND INCREASES
WILL YOU PURCHASE AGAIN ? </li></ul>COMMENT : Increment in price affects
the trend and market of the branded sports shoe.
8. 8. Data analysis <ul><li>Q.5.WHAT FACTORS INFLUENCE YOU TO GO FOR A
PARTICULAR BRAND ? </li></ul>COMMENT : people in the surveyed area mostly
preferred the quality of the brand instead of price and durability.
9. 9. Data analysis <ul><li>Q. 6 DO YOU NORMALLY SWITCH OVER THE BRAND ?
</li></ul>COMMENT : Most of the people were not ready to switch over from their
brand.
10. 10. Data analysis <ul><li>Q. 7. IS THERE ANY EFFECT OF ADVERTISEMENT ON
SELECTION OF BRANDS ? </li></ul>COMMENT : Advertisement plays a crucial role
in the brand selection
11. 11. Data analysis <ul><li>Q.8. WHAT KIND OF PROMOTIONAL TOOL YOU
PREFER ? </li></ul>COMMENT : Respondents were more inclined towards the
discounts Package in companies promotional tools.
12. 12. Data analysis <ul><li>Q. 9. WILL YOU BUY PREFERED BRAND AT LOW COST
OF NEGLIGIBLE QUALITY ? </li></ul>COMMENT: Most of the people do not want
to leave their preferred Brand at the cost of low prices

13. 13. Data analysis <ul><li>Q. 10. IS THERE ANY IMPACT OF CELEBRITIES ON
YOUR PURCHASING ? </li></ul>COMMENT : Celebrities have a special impact on
the mind of the consumers that affects the purchasing sense of consumers.
14. 14. Data analysis <ul><li>Q. 11. DO YOU THINK WEIGHT IS A FACTOR FOR
CHOOSING A BRAND ? </li></ul>COMMENTS: weight proved its importance in
purchasing of the shoe. Most of the users preferred to wear lighter shoe.
15. 15. Findings <ul><li>THE THREE MAJOR GLOBAL PLAYERS I.E. REEBOK, NIKE,
AND ADIDAS DOMINATE THE SPORTS SHOES INDUSTRY IN INDIA.
</li></ul><ul><li>INDIA IS ONE OF FEW BATTLEGROUNDS IN THE WORLD
WHERE THERE IS NECK-TO-NECK COMPETITION BETWEEN THE THREE.
</li></ul><ul><li>CONSUMER REACTIONS SUGGESTS THAT NIKE IS THE
MARKET LEADER AMONG ALL </li></ul><ul><li>AFTER ITS SPONSERSHIP TO
MAJOR SPORTS EVENTS AND TEAMS LIKE SOCCER IN EUROPE AND
CRICKET IN INDIA GIVE IT AN EXTRA EDGE. </li></ul><ul><li>CONSUMERS
ARE NOT SHOWING THAT KIND OF CRAZE IN REEBOK FOR PAST FEW
YEARS. </li></ul><ul><li>THE NEW STUFF OF THE ADIDAS IS ATTRACTING
THE CONSUMERS </li></ul>Videos
16. 17. Batas Offerings
17. 19. COMPARISON OF COMPANIES COMPANIES AVERAGE GROWTH RATE
(2005 2008) NIKE 10.7 % ADIDAS 22.46 % BATA 7.8 % LIBERTY 11.16 %
18. 20. COMPARISON OF THE COMPANIES (PORTERS MODEL) BASIS OF
COMPARISON NIKE ADIDAS RELAXO ACTION BATA LIBERTY BARRIERS TO
ENTRY ABSENT ABSENT ABSENT ABSENT ABSENT ABSENT BARGANING
POWER OF BUYERS LOW LOW HIGH HIGH HIGH HIGH BARGANING POWER
OF SUPPLIER LOW LOW HIGH HIGH HIGH HIGH THREATS OF SUBSTITUTES
HIGH HIGH HIGH HIGH HIGH HIGH RIVALRY AMONG THE EXISTING
COMPITITORS HIGH HIGH HIGH HIGH HIGH HIGH
19. 21. COMPANIES TARGETING THE CONSUMERS BASED ON INCOME BATA,
ACTION, LIBERTY, NIKE, ADIDAS, RELAXO LOWER MIDDLE CLASS UPPER
MIDDLE CLASS RICH CLASS BATA, ACTION, RELAXO LOWER INCOME
GROUP ACTION, LIBERTY, NIKE, ADIDAS, REEBOK PUMA, NIKE ADIDAS,
REEBOK