Literature Review

The project is conducted to understand consumer-buying process with various

perspective from the articles published around the globe relating to my topic.
The research highlighted the gaps that could be considered for making the project
more effective to the markets. The following are as follows:

Understanding the buying behavior of various consumers under

different geographical areas

Understanding the different buying is behavior is observed under different

age, group and their preference

The usage pattern

Types of preferences for the category

System retail is a small but fast growing segment of modern retail in India. Recently, the
country has been hosting many international sports and this has given a boost to this
sector. Many foreign and domestic corporate retailers have entered sports retail. Sports
goods manufacturing is a focus area in the Foreign Trade Policy send the government is
taking a fresh look at the current foreign direct investment policy in retail.
In the above context, this paper provides an overview of the sports in India. Especially it
presents the different retail formats, consumer profile, retailers supply chain and sourcing.
It also examines the retail and sports and their implications for this segment of retail,
analyses the barrier faced by this sector and suggest policy reforms
The study found that policy of allowing 51 percent FDI in the single-brand format has not
benefited this sector. The FDI ban on multi-brand retail in not entry barrier can establish
their presence in India through other routes. The study found that since this is a niche
segment of retail, FDI would not have an adverse impact on traditional retailers. It
concludes that government should allow 51 per cent FDI multi-brand sports retail. This
will increase sourcing from India, lead to diffusion on technology, proliferation of brands,
investments in sports and sports promotion among each others (Mukherjee,2015) pointers
in the articles.

1. Global Sports Sector

This section discusses the contribution of sports to gross domestic product (GDP),
employment and its linkages to other sectors of the economy. It also presents the size and
growth of the global sports product market and highlights the changes that have taken
place after the global slowdown. (Mukherjee, 2015)
2. Overview of the Sports Retail Sector in India
Sports retail is a niche retail segment in India and at present, the sports retail market is
small. There are no official estimates of the total retail market and estimates given by
different consultancy organizations vary. According to one estimate, the total size of the
Indian retail

market was $372 billion in 2015, of which sports retail was around three

percent. However, its share in organized retail was around 10 per cent. (Mukherjee,
2015)

3. Status of Selected Sports in India

In India, wide ranges of sports are played, but sponsorship, fan following, and retailer
involvement differ. While some sports are treated as competitive sports, attracting
viewership and sponsorship, others are played for leisure or fitness.
Some like ice hockey and skiing are niche sports that are located in specific places
(northern India), while others such as cricket and football are played across the country.
The Indian government recognizes sports like cricket, hockey and football, but not motor
sports. The overall level of participation in competitive sports is low-around one per cent
of the Indian population participates in competitive sports or plays any type of sport
regularly. (Mukherjee, 2015)
The paper focuses on attitudes and behavior on the concept of the youth is buying
behavior towards branded sportswear, different consumer have different decision-making
process. The buyers ultimate goal is to buy the product of qualitative and quantitative
with low/best affordable price. In order to identify different kinds of consumers behavior
towards buying of different branded sportswear (Srungaram Narsimha vamshi Krishna,
2015).

Research Methodology
General Introduction
Sportswear or active wear is clothing, including footwear, worn for sport or physical
exercise. Sport-specific clothing is worn for most sports and physical exercise, for
practical, comfort or safety reasons.
Typical sport-specific garments include shorts, tracksuits, T-shirts, tennis shirts and polo
shirts. Specialized garments include wet suits (for swimming, diving or surfing) and
salopettes (for skiing) and leotards (for gymnastics). Sports footwear include trainers.
Sportswear is also at times worn as casual fashion clothing.
For most sports the athletes wear a combination of different items of clothing, e.g. sport
shoes, pants and shirts. In some sports, protective gear may need to be worn, such as
helmets or American football body armor.

Objectives of study
To understand sportswear industry in India
To understand the consumer buying behavior of sports wear
To under the future prospects of the industry
To understand the marketing effectiveness used by various brands to sustain
their position in the market.

Scope of the Study

The project would be conducted in Western Areas of Mumbai.
The project would help to understand the functioning of the industry
The project would help to understand the marketing efforts the brands take for generating
their business effectiveness.

Research Methodology
Research Methodology is the systematic, theoretical analysis of the methods applied to a
field of study. It comprises the theoretical analysis of the body of methods and principles
associated with a branch of knowledge.

Sampling Frame
A sampling frame is a list of people or items that form a population from which a sample
has been taken. The following is the sample frame, which can be used in my project.
Current users of the product across age groups:

Joggers

Footballers

cricketers

Gyms

Sampling Design
The process of obtaining information from a subset (sample) of a larger group
(population).
Probability sampling refers to every item has a chance of being selected. In nonprobability sampling, there is an assumption that there is an even distribution of
characteristics within the population.
Random sampling includes choosing subjects from a population through unpredictable
means. In its simplest form, subjects all have an equal chance of being selected out of the
population being researched.
The sampling method that would be used for the research would be Non-probability
Sampling. Under Non Probability Sampling, it would be concentrating on Random
Sampling.

Sample Size
The sample size for the research in the topic would be 50-60 respondents.

Sources of data
The primary data would be collected through distributing questionnaire to the response.
The survey data would be considered as primary data. The primary data would also
include interviews from respondents. It would also include observations that I would
observe while conducting the research.
The secondary data would be as follows:

Previous research paper in the field

Articles related to the topic.

Annexure
Questionnaire

Are you a male or female?

1. Male
2. Female
Age
a) 18-24
b) 25-34
c) 45-54
d) 55-64
e) 65-74
f) 75 or older

Q1: Which is the brand that you prefer the most?

1. Reebok
2. Power
3. Nike
4. Adidas
5. Fila
6. Puma
7. Other

Q2: From where do you usually, purchase Sports wear?

1. Small Retail outlets
2. Departmental stores
3. Official stores
4. E-Commerce portals

Q3: How much do you spend on purchase of Sports Wear?

1. Less than 1000 Rs
2. 1000-1500 Rs
3. 1500-2500 Rs
4. 2500-3000 Rs
5. More than 3000 Rs

Q4: Which sportswear you purchase the most or do the research most before
buying your wear?
1. Sports shoes
2. Tracks
3. T-shirts
4. Shorts
5. Jacket
6. Hoods
7. underwear
8. Guards
9. Caps
10. Helmets
11. Bands
12. Socks
13. Others (please mention)

Q5: Which factor influences your choice for the particular brand of sportswear?

1. Product durability
2. Style
3. Brand name
4. Advertisement
5. Price
6. Comfort

Q6: Who influenced your purchase decision for the brand/product?

1. Advertisements
2. Trainers
3. Friends & relatives
4. Sales Representatives
5. Self
6. Brand name

Q7: Which profession affects the most in making decisions in buying sports wear?
1. Students
2. Working professionals
3. Businessmen
4. House wife

Q8: Which parameter best describes Nike?

1. Price
2. Advertisement
3. Brand name
4. Product durability

Q9: Which parameter best describes Adidas?

1. Price
2. Advertisement
3. Brand name
4. Product durability

Q10: Which parameter best describes Reebok?

1. Price
2. Advertisement
3. Brand name
4. Product durability

Q11: Which parameter best describes Fila?

1. Price
2. Advertisement
3. Brand name
4. Product durability

Q12: Which parameter best describes Power?

1. Price
2. Advertisement
3. Brand name
4. Product durability

Q13: Which parameter best describes Puma?

1. Price
2. Advertisement
3. Brand name
4. Product durability

Q14: what kind of promotional tool you prefer to attract your purchase for the
product?
1. Product bundling
2. Discounts
3. Freebies
4. Durability