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G.L.

BAJAJ
INSTITUTE OF MANAGEMENT AND RESEARCH
Approved by A.I.C.T.E., & Affiliated to Dr. A.P.J. Abdul Kalam Technical University
Plot No. 2, Knowledge Park III, Greater Noida, Distt. G.B. Nagar, U.P., India Pin-201306

RESEARCH PROJECT REPORT


ON
“ CONSUMER BEHAVIOUR REGARDING
VARIOUS BRANDED SHOES ”

Submitted For
THE PARTIAL FULLFILLMENT OF THE AWARD OF DEGREE OF
MASTER OF BUSINESS ADMINISTRATON (MBA)

Under the Guidance of: Submitted By:


Dr.Himani Singhal Name: Siddharth Tiwari
Assistant Professor Roll.No.: 1580170209
Department Of Management Studies Session: 2015-17

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G. L. BAJAJ
INSTITUTE OF MANAGEMENT & RESEARCH
GLBIMR Approved by A.I.C.T.E. & affiliated to Uttar Pradesh
Technical University

Dated: 17th April 2017

CERTIFICATE

This is to certify that Mr. Siddharth Tiwari has undertaken

this Research project work entitled “Consumer Behaviour

Regarding Various Branded Shoes” for the partial

fulfillment of the award of Master of Business

Administration degree from Dr. A P J Abdul Kalam Technical

University, Lucknow (U. P.).

As per best of my knowledge this Research project work is an

original piece of work and has not been submitted or

published elsewhere.

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I wish him/ her all the best for his/her bright future ahead.

Dr. Himani
Singhal

Assistant Professor
Department of Management Studies

STUDENT DECLARATION

This is to declare that this Research Project report on “Consumer Behaviour Regarding
Various Branded Shoes” is a record of genuine work done by me under the guidance of
Dr.Himani Singhal. Faculty of management in GLBIMR, Greater Noida in the partial
fulfillment of the requirement for Master of Business Administration.

I declare that this Research project report is original and not submitted to any other university
before.

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Signature of the Student:
Student’s Name : Siddharth Tiwari
Roll No. : 1580170209

ACKNOWLEDGEMENT

Success is an effort bounded activity that involves co-operation of all. I hereby take the
opportunity to express my profound sense of gratitude and reverence to all those who have
helped and encouraged me towards successful completion of the Project Report. It has been a
great experience working on the concept of CONSUMER BEHAVIOUR REGARDING
VARIOUS BRANDED SHOES. It gives me complete insight of this concept of marketing
and its application.

I would like to thank my Project Guide Dr.Himani Singhal (Faculty of GLBIMR) for her
immense guidance, valuable help and the opportunity provided to me to complete the project
under her guidance.

I would like to thank all faculty members of G.L.BAJAJ INSTITUTE OF RESEARCH


MANAGEMENT for guiding and supporting me in the completion of project from time to time.

SIDDHARTH TIWARI

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PREFACE
Master of Business Administration (M.B.A.) programme is one of the most reputed professional
courses in the field of management. This course includes both theory and its applications as per
contents of its curriculum. Research project report is an integral part of Master of Business
Administration programmed of G. L. BAJAJ INSTITUTE OF MANAGEMENT &
RESEARCH. It gives exposure to our practical knowledge and also to get interact with the
various aspects of present market conditions. Each student is required to undergo practical
research, after the completion of second semester examination.

The Research project programmers are designed to give the managers the future of the
corporate happenings and work culture. The real life situation is really different from the
stimulated exercise enacted in an artificial environment inside. The Research project
programmers are designed, so that the managers or tomorrow do not feel when the time comes
to take responsibilities. The Research project report presented here is a result of my hard work
The Project Study On “CONSUMER BEHAVIOUR REGARDING VARIOUS BRANDED
SHOES” has been conducted to observe the preferences of consumers. This system of
education is highly appreciated as it provides the students with an opportunity to acquaint them
with the outside world. The practical work helps the students to view the real business world
closely, which in turn widely influences their conception and perception .
In this project 200 respondents are selecting for knowing their perception regarding branded
shoes. For this purpose information is collected from some areas of NOIDA NCR.
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TABLE OF CONTENTS

S.No. Description Page No.


A Certificate 2
B Student Declaration 3
C Acknowledgement 4
D Preface 5
E Executive Summary 7
1. Introduction of the topic 9
2. Company profile 15
3. Scope of the study 37
4. Research Objective 39
5. Research Methodology 41
6. Data analysis and Data presentation 45
7. Findings 66
8. Limitation 68
9. Conclusion 70
10. Suggestions 73
11. Bibliography 75
12. Annexure 77

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EXECUTIVE
SUMMARY

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CONSUMER BEHAVIOUR

Consumer behavior is the study of individuals, groups, or organizations and the processes they
use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy their
needs and wants. It is also concerned with the social and economic impacts that purchasing and
consumption behaviour has on both the consumer and wider society.Consumer behaviour blends
elements from psychology, sociology, social anthropology, marketing and economics,
especially behavioural economics. It examines how emotions, attitudes and preferences affect
buying behaviour. Characteristics of individual consumers such
as demographics, personality lifestyles and behavioural variables such as usage rates, usage
occasion, loyalty, brand advocacy, willingness to provide referrals, in an attempt to understand
people's wants and consumption are all investigated in formal studies of consumer behaviour.
The study of consumer behaviour also investigates the influences, on the consumer, from groups
such as family, friends, sports, reference groups, and society in general.

The study of consumer behaviour is concerned with all aspects of purchasing behaviour - from
pre-purchase activities through to post-purchase consumption and evaluation activities. It is also
concerned with all persons involved, either directly or indirectly, in purchasing decisions and
consumption activities including brand-influencers and opinion leaders. Research has shown that
consumer behaviour is difficult to predict, even for experts in the field However, new research
methods such as ethnography and consumer neuroscience are shedding new light on how
consumers make decisions.

Customer relationship management (CRM) databases have become an asset for the analysis of
customer behaviour. The voluminous data produced by these databases enables detailed
examination of behavioural factors that contribute to customer re-purchase intentions, consumer
retention, loyalty and other behavioural intentions such as the willingness to provide positive
referrals, become brand advocates or engage in customer citizenship activities. Databases also
assist in market segmentation, especially behavioural segmentation such as developing loyalty

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segments, which can be used to develop tightly targeted, customized marketing strategies on a
one-to-one basis.

INTRODUCTION OF
THE TOPIC

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SHOES

This project takes a look in various kinds of Merchandising activities, market share of different
shoes and various sales promotion schemes, which are followed in the shoe industry. The three
major players i.e. Reebok, Nike and Adidas dominate the sports shoe 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 produced by two different
marketing research companies.
In the 1980s, Adidas sneakers became popular amongst teenagers and young men. The Adidas
sneakers were 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 france ($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.
Trainers went 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 lender in sports-oriented street wear.
Reebok is the world’s third- largest maker of sneakers, athletic shoes and sport apparel. Goods
are sold under the brands Reebok, Rockport and Greg Norman Collection. Reebok is also the

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official outfitter of the NFL and has an exclusive deal to supply NBA jerseys beginning the
season.

Reebok announced in July it will merge with German Sporting apparel company adidas saloman
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 @11billion in
revenues.
Adidas will maintain its corporate headquarter in Germany and its North American headquarters
in Portland, OR Paul Fireman will remain as chief executive officer of the 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 2015, Reebok had net income of @720million and sales of @3.7billion.
The Action group is one of the India's leading business conglomerates. The group commenced its
operations as a source of footwear and its components in domestic and export markets, gradually
moving its core other diversified fields such as: (API) Chemicals and Plasticizers, (MICROTEK )
Computer Monitors and Peripherals, Power Back Up/Inverters, (OKAYA) Batteries, (SUN CITY)
Housing Projects and (SRI BALAJI ACTION MEDICAL INSTITUTE) Health Care.
Hong Kong Footwear Federation Limited (herein after called the Federation) was founded in
1970. It was first called Hong Kong Leather Association Limited. In September 1991, its name
was changed to Hong Kong Leather Shoe and Shoe Material Merchants Association Limited.
Then in May 2006, it was renamed Hong Kong Footwear Federation Limited. This name has
been used until now.
The early members of the Federation were mainly composed of representatives from the shoe
factories, footwear wholesalers, retailers, shoe last factory, leather traders, shoes accessory
suppliers and other shoe related industries.
During its initial phase, the Hong Kong economy had yet to take off, but the Federation had been
actively coordinating its members and participating in business activities at home and abroad.
This had laid a solid foundation for the future development of the local footwear industry.
The Federation participates in the Guangzhou Spring Fair and Autumn Fair held in April and
October respectively. In addition, it also takes part in the trade-fairs organized by the Beijing
Light Industry Corporation Industry in March and August every year.

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In the 1970s, China’s domestic market had yet to open, but the Federation had already
established close links with light industry factories and livestock companies and conducted
business dealings in many mainland cities, provinces, municipalities and autonomous regions.
The list includes: Beijing, Shanghai, Tianjin, Hebei, Inner Mongolia, Harbin, Henan, Hubei,
Hunan, Sichuan, Jiangsu, Zhejiang, Anhui, Guizhou, Fujian, Xiamen, Guangxi, Guangdong,
Guangzhou etc. It has commanded a lion share in the shoe industry in the mainland from an early
period.

For years, the Federation has been enthusiastic in consolidating and creating opportunities for
further business development. It has been working closely with shoe associations at home and
abroad, including:Leather Industry Association of Beijing, Guangzhou and Footwear
Association, Footwear Association, Shenzhen Leather Industry Association, Taiwan Footwear
Association, Footwear Association of Malaysia, the Footwear Association of Thailand, Singapore
and Footwear Association, etc. With the concerted efforts of all its participating members, the
Federation has successfully introduced the domestic shoes into Hong Kong and the world
markets.

The opening of China has brought in new and exciting business opportunities for the Federation.
Its membership has extended to include wholesalers, retailers, domestic and local large-scale
chain stores, shoe manufacturers, shoe material suppliers, shoe machine providers and shoe
designers. It is now being reckoned as the leader of the field in the industry in Hong Kong.

For years, the Federation has actively participated in community services. In its early years, it
mobilized the industry to fight against the U.S. 301 tariff; in recent years, it has been working
hard in defending the EU anti-dumping duty. Locally, the Federation took the initiative to
participate in government-run Lee Wai Lee footwear courses to train talents for the shoe industry.
It also enthusiastically assists the government to set up a footwear design course, establish a
loopback production system and develop new technology. In addition, to help with the
development of the creative industries, the Federation works alongside with the Hong Kong
Institute of Vocational Education to offer footwear design courses. It also works in conjunction
with the Hong Kong Trade Development Council to organize the Hong Kong Footwear Design

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Competition to nurture a new generation of shoe design talents for the industry. All these
endeavours have received positive feedbacks and support from all sectors of the community, the
Hong Kong Government, major enterprises and the tertiary institutions.

On top of its community participation, the Federation has been working closely with the labour
sector. Since its foundation, the association has maintained close contact with the "Hong Kong
and Kowloon Footwear Workers Association”. From 1971-1987, these two bodies had worked
closely to discuss issues concerning the shoe workers' wages and other welfares and to establish
a good working relationship between the employers and the employees. The principal members
of the Federation have been sponsoring an activity called the “ 鞋業青松社” organised by the
labor sector.

For 42 years, the Federation has been working incessantly for the continual development of the
shoe industry and its achievements are outstanding. The encouraging results are attributed to the
concerted efforts and devotion of all its members. The Federation will continue to work hard to
strive for an even brighter future

Indian or Swadeshi Footwear Brands

1. Paragon
2. Lakhani
3. Action
4. Hitz

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5. Inblu
6. Lancer
7. Liberty
8. Mochi
9. Radtape
10. Redcheif
11. Relaxo
12. Tirubala
13. Valentino
14. Chavda
15. Khadims
More Footwear brands will be update very soon if you know any brands please share it with us
I will update this list and make it healthier and it can’t be possible without your support in case
you want to know that is any products is Indian or not then you can identify it very easily via
Google to know how read this “How to Know is Product Indian or Not?”.
As I am doing little effort to make our Indian Economy stronger and hope after reading it you
also would like to play a vital role in it. So starts, today buying Indian products and share this list
with your friends, colleagues and relatives so that, it can reach to maximum peoples. If you want
to give any feedback, suggestion or query which can help to improve Swadeshi Apnao Desh
Bachao.in please post it in below comment box.

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COMPANY
PROFILE

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Adidas

INTRODUCTION
Adidas was formed by German sports apparel by the founder Adi Dassler during the 1920’s. “For
over 80 years, Adidas has been part of the world of sports on every level, delivering state-of-the-
art sports footwear, apparel and accessories. Today, Adidas is a global
leader not only in the shoe industry, but also in the sporting goods
industry. Shoes from the Adidas are available in virtually every
country of the world. . Besides sports footwear, the company also
produces other products such as bags, shirts, watches, eyewear and
other sports and clothing-related goods. The company is the largest
sportswear manufacturer in Europe and the second biggest
sportswear manufacturer in the world, after its American rival Nike.
The company’s clothing and shoe design typically involve three parallel stripes of the same color
and the same motive is incorporated into Adidas ’official logos.

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HISTORY: The history of Adidas is one of consistently meeting the evolving needs of the
athlete. Focusing more on function and less on fashion, Adidas strives to provide athletes with
shoes that can make a noticeable difference in their performance. Meeting athlete needs is what
makes Adidas the best. The company Adidas was founded in the early 1920s as Gebruder Dassler
Schuhfabrik, in Herzogenaurach in Germany. Adolf Dassler designed a pair of sport shoes in
1925 and few years later he and his brother Rudolph were selling special shoes for tennis players
and began design specific shoes for different sports. The family company split in 1948. After the
split, Adolf (Adi) Dassler founded Adidas and his brother Rudolph founded Puma. The three-
stripe logo was designed in 1941 by Adi Dassler and he registered it as a trademark for Adidas
after the split.The strength of Adidas was its product innovation. Adi Dassler registered more
than seven hundred patents. Adidas began selling its shoes in the United States after 1968 and in
few years the company dominated the American market. The most important marketing
breakthrough was the active promotion of global sporting events, especially the Olympics. The
connection of Adidas to the Olympics has a rich heritage. At the 1972 Olympic game in Munich,
every official wore Adidas Adidas has 200 subsidiaries in 20 countries, and exports to 204
countries. Activities of the company and its subsidiaries are directed from Adidas-Salomon AG's
headquarters in Herzogenaurach, Germany.

Products: Adidas - footwear, apparel, and hardware such as bags and balls. Salomon -
Winter sports incl. skis, snowboards, snowblades, ski boots and bindings, inline skates, hiking,
apparel. Mavic -Cycle components, Bonfire - Snowboard apparel. Arc'Teryx - Outdoor apparel,
climbing equipment, Cliché - Skateboard equipment, footwear and apparel.
Taylor Made-Adidas Golf - Golf equipment, golf apparel, golf shoes and finally, Maxfli -
Golf balls, irons and accessories.
COMPETITORS : Rudolf Dassler, Adie’s 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 REEBOK for$3.8 billion.
The acquition 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’.

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ENHANCEMENT
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.
After a period of serious trouble following the death of Adolf Dasseler’s son Horst
Dasseler in 1987, the company was bought in 1990 by Bernard Tapie for 1.6 billion
French Frances ($320million), which Tapie borrowed. Tapie was at the time a famous
specialist rescuing bankrupt companies, a business on which he built his fortune.
Tapie decided to move production offshore toAsia.he also hired Madonna for
promotion.
In 1992, Tapie was unable to pay interest from his loan. He mandated the Credit
Lyonnis bank to sell Adidas, and bank subsequently converted the outstanding debt
owed to equity of the enterprise, which was unusual for then-current French banking
practice. Apparently, the State-owned bank had tried to get Tapie out of dire financial
straits as a personal favour to Tapie, reportedly because Tapie was a minister of Urban
Affairs in the French government at the time.
February 1993, Credit Lyonnais sold Adidas to Robert Louis Dreyfus, a friend of
Bernard Tapie, for a much higher amount of money than what Tapie owed 4.485
billion francs rather than 2.85billion. Forgetting why the bank actually bought Adidas,
Tapie later sued the bank, because he felt spoiled by the indirect sale.
Robert Louis-Dreyfus became the new CEO of the company. He is also the president
of the Olymique de Marseille football team, to which Tapie is closely linked.
Tapie went bankrupt himself in1994. He was the object of several lawsuits, notably
related to match fixing at the football club. He spent 6 months in La Santé prison in
Paris in1997.

POST -TAPIE ER A

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In 1997, Adidas AG acquired the Salomon Group, and its corporate name was changed
toAdidas-Salomon AG.

In August 2005, Adidas declared its intention to buy Anglo-American rival Reebok for
US$3.8 billion. This takeover was completed in august 2005 and meant that the
company will now have closer business sales as those of Nike in Northern America.
The acquisition of Reebok will also allow Adidas to compete with Nike Worldwide.
World cup 1954 when West Germany miraculously won the soccer 1954 World Cup,
their footwear was supplied by Adidas. These shoes introduced a technological
breakthrough: studs with screws.When weather were good and pitch was hard, the
shoes were equipped with short studs; when it rained; longer studs were screwed on
the bottom of the shoes. As the final game against the highly-favoured team from
Hungary was played in heavy rain, this gave the German players a firmer hold on the
slippery pitch.

Celebrities: Celebrities are often involved in advertising campaigns such as television


or print adverts to advertise specific or general products. Adidas use David Bekham as
their brand ambassador and many more celebrities in every region to promote their
product. Adidas already has heavy weight sportsmen such as Sachin Tendulkar,
Leander Paes & Mahesh Bhupathi endorsing the brand in India. They had the image,
apart from endorsing the performance element in the brand. Adidas steps out of crease
with a clear sports positioning.

Revolutionary energy return, superior cushioning, optimal fit and temperature independence:
adidas introduces the Energy Boost, a cushioning technology that provides the highest energy
return in the running industry. And just like that, running will never be the same.

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Reason

The reason I choose Adidas for my Assignment's Company is because Adidas is one of the
industry leader of the sports world. Nowadays people are very into sports for healthy lifestyle
change. Many would choose to purchase good quality equipments from well known brands.
Although Adidas serves the more exclusive market, it the choice of the majority of people who
enjoy sports. However, Adidas is the choice for this Assignment because they're playing a very
big role in the sporting industry internationally.

Market Competition

Adidas indicates in the oligopoly competition. Oligopoly defines as A situation in which a


particular market is controlled by a small group of firms.In an oligopoly competition, it is almost
similar to the monopoly, which only one company exerts control over most of a market. In an
oligopoly, there are at least two firms controlling the market. Adidas has larger market share of
the sport shoes industry, it faces lots of competition from Nike, Admiral and Ambros. The sport
shoes industry mainly consist the participation of the two largest company, Nike and Adidas. The
main usage of both company are running, jogging but not extreme sports.

Issue that you're addressing


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The main goal of this survey is has Adidas establish itself not just at the market leader in sport
shoes but also a reliable brand.

(i) Is Adidas positioning itself well enough to its target market?


(ii) Has Adidas been able to keep up well with its competition in terms of added value?
(iii) Is Adidas being sold at a premium price that it does not fully capture its target markets budget or
spending?
(iv) What ther brands are in the same level with Adidas that is the choice of other consumers
purchase

Explanation
Adidas is a well known sport shoes brands that is commonly found internationally. But is
Adidas maintaining the same level of quality that it gives to its consumers, or has it improved
now better than before? A survey was conducted to college students whether they bought a pair
of Adidas sport shoes before. This is to determine whether after a establishing such a good
company in these many years (put the number of years here), are there people whom have not
bought a pair before. Also, to determine is the initiative to buy the shoes present if they have not
previously.
- With a growing number of sales and a company that large and dominant in the industry, has
Adidas been able to survive the modern market for competition in the sport shoes industry?
Survey was conducted to determine whether Adidas is able to provide its consumers what it
needs in the 21st century.
-With the law of demand, (definition) the lower the price the higher the demand. This is
explained as the lower the price per pair of shoes, the more people will want to buy it. Survey
was conducted to determine how much lower should the sport shoes go to fully satisfy the
customers price in their minds.
-With the level of competition these days, what other companies are able to provide as good as or
better than Adidas?

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Goals
-To find results that Adidas is the top brand of choice for the majority of their target markets, the
college students.
- Adidas is considered super competitive, with purchase of reebok and owning a big market share
in the sport shoes industry, is able to be the top choice for its target markets.
- Adidas is sold at a premium price that while many consumers want it lower, they are still
willing to pay to buy a pair. Even with small discounts from sale price, consumers willingness to
pay is there.
- Nike Converse and Puma are good substitutes for Adidas and therefore fierce

Limitiation
- Lack of willing respondents because mostly rejected due to privacy. (add more)
- Lack of information because questions asked are broad with simple answers but respondents
cannot fully give their answers out. This is mainly due to very specific dislikes of respondents
that is only found out after the survey.
- Influence from peers and friends affect the results of survey because they do not want to offend
their friends when doing the survey. Their friends may be using other brands than Nike, so they
will not give accurate answers as they do not clearly state their opinion.
- Nobody could accurately speak out their opinions because Adidas has created so many shoes in
terms of design, specific type of sports involved, price ranges and sole shape. This part of the
survey is only given a general answer because most respondents use different shoes in their
purchase. With varieties involved, it is hard to determine whether they are talking about this one
specific pair of shoes or another pair from the older releases.

ADIDAS IN INDIA

Adidas entered the Indian market in 1996 by setting up a 100% subsidiary of Adidas AG
called Adidas India Ltd. and announced its joint venture with Magnum International Trading
Company Ltd. on October 1, 1996. The new joint venture – Adidas India Ltd. – was incorporated
with an initial investment of US $ 205 million with Adidas India Ltd. holding 80% of the equity

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and Magnum holding the balance 20%. This investment was raised to US $ 6.4 million with the
equity structure remaining the same. Currently, the total investment stands at US $ 11.4 Million
with the equity structure changing to 91.4% by Adidas and 8.6% by magnum.

Adidas’ Range of Products in India: A month after announcing the joint venture, Adidas
India Ltd. launched its range of sports footwear, apparel and accessories in New Delhi on
November 1, 1996. Subsequently, Adidas products were also launched in Mumbai, Bangalore,
Chennai, Hyderabad and Calcutta. Currently, Adidas products are available in 30 cities in India.

The range of Adidas products available in India include sports footwear featuring some of the
most popular innovations and technologies developed by Adidas such as Feet You Wear, Torsion
system and adi wear. The sports footwear available in India includes a wide range of core
categories such as adventure, basketball cricket, golf, indoor, running, tennis, training, soccer and
workout.Adidas has introduced in India, a wide range of sportswear for both men and women.
These include apparel for athletics, basketball, cricket, golf, running, soccer, swimming, tennis
and training for Men and women.

BRAND VALUE AND STRATEGY OF ADIDAS:

Brand value and strategy of Adidas Ag, a leading producer of sports apparel. In 2006, Adidas
owned another big brand Reebok for more than 3.5 million dollars.
The brand value of Adidas Ag, the leading leisure wear, sports footwear and equipment producer
across the globe is currently almost 2748 million dollars.
The company's brand name is Adidas and it is displayed with a trefoil logo. This logo, a very
popular one, is a signature of Adidas' brand. It had been launched in 1972.The new Adidas logo,
three stripes running across its several products,was introduced in 1991.

In 2006, Adidas acquired the Reebok brand for 3.8 million dollars.
In 2007, Adidas repositioned its Reebok brand to attract the consumers of
athletics apparel. Moreover, the company adopted several plans to expand its brand name
.Adidas has given lot of emphasis on advertising. The strong brand management has successfully

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branded the company over the world. Adidas has introduced several market campaigning ideas,
for example, the "Run Easy" campaign for the Reebok brand.
After acquisition, the main challenge was to avoid the competition between the past two rival
brands, Reebok, the producer of athletics' sneaker, and Adidas. But Reebok's brand managers
have not only successfully done that but also they increased the brand value of both Reebok and
Adidas.

A HAWK EYE VIEW

In 1998, Adidas sued the NCAA over their rules limiting the size and number of
commercial logos on team uniforms and apparel. Adidas withdrew the suit, and the
two groups established guidelines as to what three-stripe designs would be considered
uses of the Adidas AG.

ADIDAS
Type Public
Founded 1949
Location Herzogenaurach,Germany
Key People Adolph Dassler,Founder
CEO Herbert Hainer
CFO Robin Stalker
Managing Director, India Andreas Gellner
Products Footwear,Accessories

REEBOK

INTRODUCTION
Reebok is the world’s third-largest maker of sneakers, athletic shoes and sports apparels. Good
are sold under the brands Reebok, Rockport, and Greg Norman

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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-saloman
in a deal valued at $3.8 billion. The merger is expected to be completed by the first half of 2006
and will create the second-largest sporting goods company behind Nike with$1.6 billion in
revenue.
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 operate under its name and will retain its headquarters in canton, MA.
In fiscal 2015, Reebok had net income of $ 720 million and sales of $3.7 billion.

HISTORY
Reebok’s origins go back to 1895 when Joseph William Foster made running shoes with spikes
in them. He formed a company called J.W.Foster and sons which made shoes for athletes in the
1924 summer Olympics.In 1958, two of the founder’s grandsons started a companion company
that came to be known as Reebok, named for an African gazelle.
In 1979, Paul Fireman, a partner in an outdoor sporting goods distributorship, spotted Reebok
shoes at an international trade show. He negotiated for the North American distribution license
and introduced three running shoes in the U.S that year. At $60, they were the most expensive
running shoes on the market.
By 1981, Reebok’s sales exceed @1.5 million, but a dramatic was planned for the next year. In
1982, Reebok introduced the first athletic shoe designed especially for the women; a shoe for a
new fitness exercise called aerobic dance. The shoe was called the freestyle, and with it Reebok
anticipated and encouraged three major trends that transformed the athletic footwear industry:
the aerobic exercise movement, the influx of women into sports and exercise and the acceptance
of well-designed athletic footwear by adults for street and casual wear.
Reebok went public in 1985.
The Chairman and CEO of Reebok was Paul Fireman. He was the one to introduce the Freestyle
in 1980 he was the founder and innovator of Reebok. He left his position in 2006 and sold
Reebok to Adidas for $3.8 billion. Paul Harrington took his place in April for two years. In

25
March 2008 Uli Becker became CEO of Reebok. He is now responsible for Reebok brands
business around the world, and he reports to the chairman and CEO of the Adidas group. The top
3 CEO connections are Mr. John Warren who is the chief financial officer and general manager
of sports licensed division, Mr. Terry R. Pillow senior vice president, and Mr. Rick Paterno
senior Vice President. The top five shareholders are Bardwil Industries Inc,Dr. Martens Airwair
USA, llc, Native Intimates Ltd., Welspun USA, Ins., Alpha Mills Corporation. Its headquarters
are in Canton, Massachusetts, U.S.A. its regional offices are in Amsterdam, Montreal, Hong
Kong, and Mexico City.

REEBOK'SVISION
Reebok is dedicated to providing each and every athlete - from professional athletes to
recreational runners to kids on the playground - with the opportunity, the products, and the
inspiration to achieve what they are capable of. We all have the potential to do great things. As a
brand, Reebok has the unique opportunity to help consumers, athletes and artists, partners and
employees fulfill their true potential and reach heights they may have thought un-reachable.

REEBOK’S MISSION
At Reebok, we see the world a little differently and throughout our history have made our mark
when we’ve had the courage to challenge convention. Reebok creates products and marketing
programs that reflect the brand’s unlimited creative potential.

REEBOK'S POSITIONING

Celebrate Individuality in Sport and Life


Reebok understands that people are, above all, unique. Reebok’s positioning reflects this;
celebrating the distinct qualities that make people who they are - their unique points of view,
their individual style and their remarkable talents and accomplishments. Reebok celebrates their

26
individuality, their authenticity and the courage it takes to forge their own path to greatness.
While some may call them crazy or eccentric, Reebok calls them visionary and original.

REEBOK'S PURPOSE
To Empower Global Youth to Fulfill their Potential
Commitment to Corporate Responsibility is an important legacy and hallmark of the Reebok
brand. For two decades, Human Rights, through the Reebok Human Rights program, were the
primary focus of this effort. Reebok has expanded on what had been built and created a Global
Corporate Citizenship platform with a purpose for the brand that will help underprivileged,
underserved youth around the world fulfill their potential and live healthy, active lives.

REEBOK'S BRAND TERRITORY

Having Fun Staying in Shape


Having Fun Staying in Shape comes to life through a fun, bold, provocative manner expressed
through fresh, eye catching imagery signed off with a unique 'Reeword.' The tone and manner
allows the consumer to look at sport and lifestyle through our lens of 'Ree.'

Reebok Shoes Industry - Fastest Growing Industries In India:


Reebok shoes company offers a wide range of shoes, apparels and accessories and the prices of
these stuffs depend upon the design, comfort and material used. Reebok shoes, apparels and
other accessories in India are expensive when we compare it with other brands but still are
popular and the choice of the elite class of the society. Now a day the shoe price

27
starts from Rs.1000 and goes up to Rs.15000 depending upon the
kind of shoes one is looking for. The brand has achieved great recognition amongst youngsters,
middle aged and old people because of its comfort, fitting characteristics and style.
To distinguish themselves from the other brands, Reebok also offers a wide range of apparels for
both men and women keeping into consideration the latest fashion, style and brand image. The
company is manufacturing jackets, t-shirts, sweat shirts, pull over’s, tracksuits, wind cheater etc.
in different designs and colours. Prices of these apparels depend upon the quality and style of the
product being taken. During season sale the company also offers discounts on these products.

Recent Activities of Reebok

 In 2009, Reebok launched JUKARI Fit to Fly, an innovative gym workout designed for
all women with one single objective – to make fitness for women fun again. JUKARI the
result of a long- term relationship between Reebok and the globally renowned
entertainment company.

 In 2009, Reebok launched the EasyTone footwear collection that allows consumers to
"take the gym with them." The EasyTone technology involves two balance pods under the
heel and forefoot of the shoe that create a natural instability with every step, which
Reebok claims forces the muscles to adapt and develop tone.
 In April 2008 Reebok launched its online store in UK and France. In January 2009
Reebok had extended the store to Germany, Austria, Netherlands, Belgium and Ireland
and had also introduced Your Reebok – an application to design your own Reeboks.
 For the 2008–09 season, Reebok created the Reebok Edge 2 uniform system, for National
Hockey League's players. The league adopted the jersey and now all teams sport the new
style for both their home and away jerseys.
 In July 2007, Reebok launched its Lifestyle Footwear Collection in association
with Daddy Yankee's new album. In December 2007, Reebok launched the GOAL

28
Collection of football gear on the release of the Indian football movie Dhan Dhana Dhan
Goal.
 In June 2007, Reebok announced Scarlett Johansson on its array of brand ambassadors.
Johansson promotes the Scarlett 'Hearts' Rbk" collection, a 'fashion-forward, athletic-
inspired' footwear targeted at the Indian market.

NIKE

INTODUCTION
Nike is a major publicly traded sportswear and equipment supplier based in the United States.
The company is headquartered near Beaverton, Oregon, which is part of the Portland
metropolitan area. It is the world's leading supplier of atheletic and apparel and a major
manufacturer of sports equipment with revenue in excess of US$ 32.401 billion in its fiscal year
2016 (ending May 31, 2016). As of 2016, it employed more than 63,000 people worldwide. Nike
and Precision Castparts are the only Fortune 500companies headquartered in the state of Oregon,
according to The Oregonian.The company was founded on January 25, 1964 as Blue Ribbon
Sports by Bill Bower man and Philip Knight, and officially became Nike, Inc. on May 30, 1978.
The company takes its name from Nike the Greek goddess of victory. Nike markets its products
under its own brand as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding and
subsidiaries including Cole, Hurley International, Umbro and Converse. Nike also owned Bauer
Hockey (later renamed Nike Bauer) between 1995 and 2008.[4] In addition to manufacturing
sportswear and equipment, the company operates retail stores under the Niketown name. Nike

29
sponsors many high profile athletes and sports teams around the world, with the highly
recognized trademarks of "Just do it" and the Swoosh logo.

HISTORY
Nike, originally known as "Blue Ribbon Sports", was founded by University of Oregon track
athlete Philip Knight and his coach Bill Bowerman in January 1964. The company initially
operated as a distributor for Japanese shoe maker Onitsuka Tiger (now ASICS), making most
sales at track meets out of Knight's automobile.

The company's profits grew quickly, and in 1967, BRS opened its first retail store, located on
Pico Boulevard in Santa Monica, California. By 1971, the relationship between BRS and
Onitsuka Tiger was nearing an end. BRS prepared to launch its own line of footwear, which
would bear the newly designed Swoosh by Carolyn Davidson. The Swoosh was first used by
Nike on June 18, 1971, and was registered with the U.S. Patent and Trademark Office on January
22, 1974.The first shoe sold to the public to carry this design was a soccer shoe named Nike,
which was released in the summer of 1971. In February 1972, BRS introduced its first line of
Nike shoes, with the name Nike derived from the Greek goddess of victory. In 1978, BRS, Inc.
officially renamed itself to Nike, Inc .Beginning with Ilie Năstase, the first professional athlete to
sign with BRS/Nike, the sponsorship of athletes became a key marketing tool for the rapidly
growing company.The company's first self-designed product was based on Bowerman's "waffle"
design. After the University of Oregon resurfaced the track at Hayward Field, Bowerman began
experimenting with different potential outsoles that would grip the new urethane track more
effectively. His efforts were rewarded one Sunday morning when he poured liquid urethane into
his wife's waffle iron. Bowerman developed and refined the so-called 'waffle' sole which would
evolve into the now-iconic Waffle Trainer in 1974.By 1980, Nike had reached a 50% market
share in the U.S. athletic shoe market, and the company went public in December of that year. Its
growth was due largely to 'word-of-foot' advertising (to quote a Nike print ad from the late
1970s), rather than television ads. Nike's first national television commercials ran in October
1982 during the broadcast of the New York Marathon. The ads were created by Portland-based
advertising agency Wieden+Kennedy, which had formed several months earlier in April 1982.

30
Together, Nike and Wieden+Kennedy have created many print and television advertisements and
the agency continues to be Nike's primary today. It was agency co-founder Dan Wiedenwho
coined the now-famous slogan "Just Do It" for a 1988 Nike ad campaign, which was chosen
by Advertising Age as one of the top five ad slogans of the 20 th century, and the campaign has
been enshrined in the Smithsonian Institution. San Franciscan Walt Stack was featured in Nike's
first "Just Do It" advertisement that debuted on July 1, 1988. Wieden credits the inspiration for
the slogan to "Let’s do it", the last words spoken by Gary Gilmore before he was executed.

Throughout the 1980s, Nike expanded its product line to include many other sports and regions
throughout the world.

PRODUCT

Nike produces a wide range of sports equipment. Their first products were track running shoes.
They currently also make shoes, jerseys,shorts, baselayers etc. for a wide range of sports
including track and field, baseball, ice hockey, tennis, association

football (soccer), lacrosse,basketball and cricket. Nike Air Max is a line


of shoes first released by Nike, Inc. in 1987. The most recent additions to their line are the Nike
6.0, Nike NYX, and Nike SB shoes, designed for skateboarding. Nike has recently introduced
cricket shoes, called Air Zoom Yorker, designed to be 30% lighter than their competitors'. In
2008, Nike introduced the Air Jordan XX3, a high-performance basketball shoe designed with
the environment in mind.Nike sells an assortment of products, including shoes and apparel for
sports activities like association football, basketball, running, combat sports, tennis, American

31
football, athletics, golf and cross training for men, women, and children. Nike also sells shoes for
outdoor activities such as tennis, golf, skateboarding, association football, baseball, American
football, cycling, volleyball, wrestling, cheerleading, aquatic activities, auto racing and other
athletic and recreational uses. Nike is well known and popular in youth culture, chav culture
and hip hop cultureas they supply urban fashion clothing. Nike recently teamed up with Apple
Inc. to produce the Nike+ product which monitors a runner's performance via a radio device in
the shoe which links to the iPod nano. While the product generates useful statistics, it has been
criticized by researchers who were able to identify users' RFID devices from 60 feet (18 m) away
using small, concealable intelligence motes in a wireless sensor network.In 2004, they launched
the SPARQ Training Program/Division.Some of Nike's newest shoes contain Flywire and
Lunarlite Foam. These are materials used to reduce the weight of many types of shoes.

MANUFACTURING

Nike has contracted with more than 700 shops around the world and has offices located in 45
countries outside the United States Most of the factories are located in Asia, including Indonesia,
China, Taiwan, India, Thailand, Vietnam, Pakistan, Philippines, and Malaysia Nike is hesitant to
disclose information about the contract companies it works with. However, due to harsh criticism
from some organizations like CorpWatch, Nike has disclosed information about its contract
factories in its Corporate Governance Report.

A Hawk Eye view

Type Public
Traded as NYSE: NKE
Founded 1964 (as Blue Ribbon Sports) 1971 (as Nike)
Founder(s) William J. "Bill" Bowerman Philip H. Knight
Headquarters Washington County, Oregon, United States
Area Served Worldwide
Key people Philip H. Knight (Chairman Emeritus)

32
Chairman,President and CEO Mark Parker
Revenue US$ 32.401 billion (FY 2016)
Operating income US$ 4.502 billion (FY 2016)

Net income US$ 3.760 billion (FY 2016)


Total assets US$ 21.396 billion (FY 2016)
Total equity US$ 12.258 billion (FY2016)
63,000 (May 2016)
Employees

ACTION

PROFILE OF THE ORGANISATION:

“A relentless race against time.The burning passion to win..A strong desire to set the
trends...No wonder,life is all Action...."What one needs is a partner that's always on the move, that
tracks your every move,just right and smartly too. And that's exactly the inspiration behind our
trendy footwear collection ranging from performance sport shoes to semi-formal and formal
footwear for men, women, teenagers and kids.Ultimate in design,comfort,and fit. Action shoes
not only look good but also are good for your feet. Each Action product is the manifestation of
our high standards of workmanship, access to latest technology. That's how Action synonymous
with maximum quality and performance.... and of course that essential look.so gets into Action.
And feel free to walk on the rough roads of life. Surely you'll be the winner.

ABOUT THE COMPANY:


The Action group is one of the India's leading business conglomerates. The group commenced its
operations as a source of footwear and its components in domestic and export markets, gradually

33
moving its core other diversified fields such as: (API) Chemicals and Plasticizers,(MICROTEK )
Computer Monitors and Peripherals, Power Back Up / Inverters,(OKAYA) Batteries,(SUN CITY)
Housing Projects and (SRI BALAJI ACTION MEDICAL INSTITUTE) Health Care.
There are different individual companies under a common umbrella, each dedicated to a specific
line of product manufacturing, procuring or other particular business activities.
Today the group strategy is to be competitive and to be a leader in the quality of goods and
services provider.

ABOUT COMPANY’S WORKINGS:


With over three decades of experience in footwear industry, Action is synonymous with quality
shoes for the whole family-ranging from casuals to formals; from daily wear to sportswear and
from an elegant collection for ladies to a fun range for kids.
True to its name Action is always on the move to scale newer heights in footwear designing and
manufacturing. Intensive R& D efforts and the latest technology go into the making of Action
footwear. We have in house manufacturing facilities, including modern equipments and
machineries specially procured from different countries to manufacture footwear at par with
international class and quality.
Each Action shoe is the product of a relentless quest for quality, high level of workmanship and a
true commitment to customer satisfaction. At Action we strive to listen to the customers in their
local markets and identify their footwear needs and then provide products that exceed the
customer's expectations in terms of quality, style and value.
Hardly surprising, Action has carved a special niche in the Indian footwear market and in the
hearts of millions of its consumers throughout the country.

COMPANY’S LOCATION:

34
Action is headquartered in Delhi, supported by multiple manufacturing and development units in
rest of the states like - Haryana, Himachal Pradesh and Daman etc. A number of its executives
are based in customer geographies with the express purpose of creating and nurturing channel
partners as well as customers relationship.

STRATEGIC INTENT

VISION
To nurture a financially strong, growth oriented group through leadership and innovation and to
widen future options by entering newly emerging industries where the potential seems enormous.
We as a group shall continue to seek opportunities where we can leverage our resources.

MISSION
At Action group our mission is to work together, respecting each other, our skills and knowledge
to build higher quality of products and services are :-

 Continually strive to enhance customer satisfaction.


 Improve customer retention and loyalty.
 Gain a competitive advantage and larger market share
 Elimination of scrap, waste, defects and errors.
 To create a great place to work.
 Be welcomed in the communities in which we operate.

VALUES

How we accomplish our mission is as important as the mission itself. Fundamental to the success
for the company are these basic values :-
 Teamwork
 Learning and Innovation
 Energy and Passion
 Employee involvement in process improvement. Integrity and accountability.

35
MARKET POSITIONING

Action has consistently used "COMPLETE FAMILY FOOTWEAR" positioning and continues to
use it. The company virtually makes shoes for the entire family- more precisely-for everyone-
for all occasions.

DISTRIBUTION NETWORK

To complement our philosophy of catering to every walk of life, our powerful


distribution network is mushroomed far and wide.
Action has established a wide marketing network for distributing its products in India. The
extensive distribution network, built over the years, is a major strength for Action products.
Action products are available to consumers, even in the most remote places and in the smallest of
villageswith a very meager population.The distribution network comprising of DISTRIBUTORS
,WHOLESALERS, RETAILERS AND EBO's throughout the country, ensures that the customer
wherever located is served efficiently. We have network of more than50,000 retail outlets all over
India to sell our footwear, which is being sold through more than500 distributors appointed by the
company

36
SCOPE OF

THE STUDY
37
SCOPE OF STUDY

This study cover the customers about footwear brands in the areas of Noida.

The study makes effort to ascertain the satisfaction level of customer of footwear.Through survey
So that company would be able to come up to the expectation level of its customer.
The company can come up to the expectation only by finding out the problem that customer are
facing during their purchase of these branded products.
The subject has been taken for the research.No company can think of selling their product
without having satisfied customer. No company can survive in long run without coming up to the
satisfaction level of customer.

In short it is the level of satisfaction that is link between end-user and company. As long as the
company is able to satisfy its customer, customer would remain in the bracket of loyal customer.
Hence it is very essential to understand the customer satisfaction and to measure the satisfaction
level time to time as there is always scope of improvement.

38
The research will also be beneficial in analyzing the overall market position of the company and
measures which should be adopted by the Reebok, Adidas,Nike & Action footwears to increase
their market share in the region of Noida.

RESEARCH
OBJECTIVES 39
The research study tends to follow and achieve specific objectives.

The objectives of this particular study are:-

 To know the personal views of the people regarding various branded shoes.

 To study which branded shoe is mostly preferred by people as per their choices.

 Comparison between various branded shoes.

 Find out factors influencing the people at the time of purchasing shoes such as Quality,
Durability, Variety, Price, And Use in Sports.

40
RESEARCH
METHODOLOGY
41
RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem, it not only takes
the research methods but also consider the logic behind the methods. The study of research
methodology for developing the project gives us the necessary training in gathering materials
and arranging them, participation in the field work when required, and provides training in
techniques for the collection of data appropriate to particular problems.

RESEARCH PROBLEMS:- Consumer’s preference about different branded and non


branded shoes.

RESEARCH METHODOLOGY:- This study employed Exploratory research design


Where exploratory means research conducted for a problem that has not been studied more
clearly, establishes priorities, develops operational definitions and improve the final research
design.Exploratory research helps determine the best research design, data-collection method and
selection of subjects. It should draw definitive conclusions only with extreme caution. Given its

42
fundamental nature, exploratory research often concludes that a perceived problem does not
actually exist.

SAMPLE METHODS:- SimpleRandom sampling a simple random sample is a subset of a


statistical population in which each member of the subset has an equal probability of being
chosen

SAMPLE:-

While deciding about the sample of research, it is required from the Researcher’s 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 one such as state, district, village etc. so in
this research sampling unit is Noida NCR area.
b) Source of Data: Data required for the study was collected through primary sources i.e.
market survey.

Sampling Size: This refers to the no. of items to be selected from the universe to constitute a
sample. This is a major problem before the researcher. The size of sample should neither be
excessively large not too small, it should be optimum. This size of population must be kept in
view for this also limits the sample size. Distributed 325 questionnaires out of 325 questionnaire
200 questionnaires were found useful for the study. So, sample size for the present study was
200.

INSTRUMENTS USED

Primary data collected through sample survey from the selected elements in malls and super
markets. So for this purpose I have most popular tool of primary data collection through direct
communication with respondents. The tools used by me are questionnaire.

METHOD OF DATA COLLECTION

Actually data is of two kinds which are following -:

43
a) Primary Data: Primary data are those, which are 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.

There are basically two sources to collect secondary data:-

a) Internally: provided by company/organization

b) Externally: various publication of central, state and local government.

 Books, magazines, newspapers


 Internet.

After only keeping in mind one can think about what type of data has to be collected during
research as our research is concerned I have to gether primary data for customer preference.

RESEARCH INSTRUMENTS:

QUESTIONNAIRE DESIGN:

As the questionnaire is self administered one, the survey is kept simple and user friendly. Words
used in questionnaire are readily understandable to all respondent.
I have made the questionnaire in which questions are according to the research and these are
convenience for the respondent.

44
DATA ANALYSIS
AND
45
INTERPRETATION

46
DEMOGRAPHIC PROFILE
CLASS INTERVAL RESPONDENTS PERCENTAGE
15-20 44 22
21-25 52 26
26-30 42 21
AGE 31-35 32 16
36-40 30 15

MALE 60 30
GENDER FEMALE 140 70

UNDER GRADUATE 40 20
QUALIFICATION GRADUATE 80 35
POST GRADUATE 60 30
ANY OTHER 20 15
TYPE OF NUCLEAR 108 54
FAMILY JOINT 92 46
MARITAL MARRIED 94 38
STATUS
UNMARRIED 106 62
5,000-10,000 40 20
10,000-15,000 48 24
INCOME 15,000-20,000 52 26
20,000 & Above 60 30

47
1 AGE
Age considered as an important factor which affects the buying habits of individuals like as
preferences of young persons are differ as compared to old ones.

AGE (IN YEARS) FREQUENCTOF PERCENTAGE OF


RESPONDENT RESPONDENTS
15-20 44 22
21-25 52 26
26-30 42 21
31-35 32 16
36-40 30 15

INTERPRETATION: Analysis indicate that out of 200 respondents 44 respondents belongs


to age group between 15-20, 52 respondents belong to age group between 21-25, 42 respondents
belong to age group between 26-30, 32 respondents belong to age group between 31-35 and
another 30 respondents belong to age group of 36-40 years old. Teenagers like to wear sports
shoes and younger people prefer to wear formal shoes.

48
2 GENDER

Gender considered as an important factor which helps to identify the use of shoes between girls
&boys.

GENDER FREQUENT OF FREQUENT OF


RESPONDENT PERCENTAGE
Males 140 70
Females 60 30

INTERPRETATION: Analysis indicate that out of 200 respondents 60 are females and140
are males who likes to wear branded shoes.

49
3 EDUCATION LEVEL OF RESPONDENTS

Education greatly influenced the choice, preference and habit of a person. Many living habits
learn from education. Education makes him aware about the running fashion.

EDUCATION LEVEL FREQUENCTOF PERCENTAGE OF


RESPONDENT RESPONDENTS

Under GRADUATE 40 20

GRADUATE 80 35

POST GRADUATE 60 30

ANY OTHER 20 15

50
INTERPRETATION: Studies revealed that 20% respondents are under graduate and they
prefer to wear sport shoes. There are 35% respondents are graduate and they wear shoes
according to latest fashion and 30% respondents are post graduate and they prefer to wear
formal shoes. There are 15% respondents who belong to another field of courses.

4 TYPE OF FAMILY

Family is a group comprising a husband and wife and their dependent children, constituting a
fundamental unit in the organization of social.

TYPE OF FAMILY FREQUENCY OF PERCENTAGE OF


RESPONDENTS RESPONDENT
NUCLEAR 108 54
JOINT 92 46

51
INTERPRETATION: Family plays an important role in decision making. Data consists of
54% nuclear families where family members take their own decisions and have enough money to
spend. There are 46% respondents come from joint families and they take buying decision
according to budget of the family.

5 MARITAL STATUS
Marriage is a social union or legal contract between people that creates kinship.

MARITAL STATUS FREQUENCY OF PERCENTAGE OF


RESPONDENTS RESPONDENT
MARRIED 94 38
UNMARRIED 106 62
.

INTERPRETATION: Data consists of 38% married respondents who buy branded shoes
after considering price and other attributes of the product and another 62% respondent takes their
own decision and they spend money according to their will.

52
6 INCOME LEVEL

For household and individual income is the sum of all the wages, salaries, profits, interest’s
payments, rents and other forms of earning received in a given period of time?

INCOME (IN 000) FREQUENCY OF PERCENTAGE OF


RESPONDENTS RESPONDENT
5-10 40 20
10-15 48 24
15-20 52 26
20&ABOVE 60 30

INTERPRETATION: Data indicate that 20% belong to income category of Rs 5-10and


24% fall between Rs 10-15. There is 26% fall between income categories of 15-20. And another
30% come under income group of 20&above. Low income group prefer to wear unbranded shoes

53
7 TYPE OF SHOES LIKE TO WEAR
Type of shoe a customer wants to wear depends upon his choice and profession.

TYPE OF SHOES FREQUENCY OF PERCENTAGE OF


RESPONDENT RESPONDETS
FORMAL 80 40
SPORTS 56 28
CASUAL 48 24
ANY OTHER 16 8

INTERPRETATION: It is analyzed that 40% respondentss prefer to wear formal shoes and
these shoes are mostly referred by businessmen and professionals.
28% respondnetss prefer Sports shoes and these shoes are first preferred by young hunks,
sportsmen and college going students.24% respondents prefer Casual shoes and these shoes are
worn on special occasions and 8% comes under others ocassion.

8 PRESENT CONSUMERS OF BRANDED SHOES

54
Branded shoes represent status symbol of a person in the society.

RESPONSES FREQUENCY OF PERCENTAGE OF


RESPONDENTS RESPONDENTS
YES 136 68
NO 40 20
INDIFFERENT 24 12

INTERPRETATION: The analysis showed that 68% consumers like to wear branded shoes.
There are other 20% consumers who never wear branded shoes and 12% not even conscious
about branded shoes. .

9 BRAND AWERENESS OF RESPONDENTS

55
A consumer can buy any product only when he or she aware about the availability of that product
in the market.

BRANDS FREQUENCY OF PERCENTAGE OF


RESPONDENTS RESPONDENT
NIKE 50 25
ACTION 30 15
ADIDAS 60 30
REEBOK 40 20
ANY OTHER 20 10

INTERPRETATION: Analysis revealed that Adidas is most popular brand among consumers so
it serves 30% customers, 25% like NIKE, 20%REEBOK have also strong place in the
market.There is also strong competition among them. There are 15%of the consumers are aware
about Action shoes and rest of 10% like other brands

10 BRAND LIKE THE MOST


A customer like only that brand which provide him or her more satisfaction as compared to other
brands available in the market.

56
BRANDS FREQUENCY OF PERCENTAGE OF
RESPONDENT RESPONDENTS
NIKE 44 22
ACTION 20 10
ADIDAS 76 38
REEBOK 52 26
ANY OTHER 08 4

INTERPRETANTION: The image of the brand affects the purchasing decision; study
concludes that Adidas is popular brand among other brands and 38% respondents using it. There
are 26% customers wearing Reebok shoes, 22% wearing Nike shoes and 10% wearing Action
shoes. There is 4% respondent wearing other shoes.

11 PURCHASING PLACE

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Place play an important role in the marketing of products.

PLACE FREQUENCY OF PERCENTAGE OF


RESPONDENT RESPONDENTS
DEPARTMENTAL 36 18
STORE
ORDINARY SHOWROOM 68 34

EXCLUSIVE 80 40
SHOWROOM
ANY OTHER 16 8

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INTERPRETATION: Most of the consumers prefer to buy branded shoes from exclusive
showroom and their percentage is 40% and 34% like to buy from ordinary showrooms and 18%,
consumer go to departmental stores and rest of 8% buy fron any place.

12 ADVERTISING MEDIA

Advertising is the art of influencing human action to buy or possess ones product. The term
‘media’ refers to the mean through which the advertising information is communicated by the
advertiser to the prospective customers.

TYPE OF MEDIA FREQUENCY OF PERCENTAGE OF


RESPONDENT RESPONDENTS
ADVERTISEMENT 52 26
FRIENDS 36 18
SALES PERSONS 76 38
EXCLUSIVE SHOWROOM 36 18
ANY OTHER NIL NIL

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INTERPRETATION: Analysis revealed that 38% of the total respondents become aware about
particular brands through salespersons, 26%through advertisement, 18% through friends, and
another 18% through exclusive showroom.

13 AFFECT OF ADVERTISEMENT ON BUYING DECISION

Advertising provides maximum information about the availability of products to consumers, so


they can select appropriate products.

RESPONSES FREQUENCY OF PERCENTAGE OF


RESPONDENT RESPONDENTS
YES 144 72
NO 56 28

INTERPRETATION: To measure the effective of advertisement it is necessary to know the


effect of advertisement on the consumer, as study indicates 72% are those whose purchasing
decision is affected by advertisement and 28%respondent’s decision is not affected by
advertisement.

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14 EFFECT OF PRICE

Price may be defined as money consideration asked for or offered or exchanged for a specified
unit of a good or service. Prices are generally determined by market conditions.

RESPONSES FREQUENCY OF PERCENTAGE OF


RESPONDENT RESPONDENTS
YES 156 78
NO 44 22

INTERPRETATION: Analysis shows that 78% respondents change their purchasing decision if
there is any increase in price and 22%respondents do not change their decision even if there is
any increase in price because of brand image.

15 REPURCHASE PERIOD

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Purchasing decision of consumer depends upon the income level of the consumer.

REPURCHASE PERIOD FREQUENCY OF PERCENTAGE OF


RESPONDENT RESPONDENTS
ONCE A YEAR 72 36
TWICE A YEAR 56 28
THRICE A YEAR 08 4
SEASONAL 48 24
SPECIAL OCCASION 16 8

INTERPRETATION: Most of the consumer purchase once in a year and their percentage is
36% and 28% purchase twice a year, 4%thrice a year, 24% purchase seasonally and 8% purchase
on special occasions.

16 FACTORS AFFECTING THE PURCHASING DECISION

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Price and quality of the product are the main factors which affect the final decision of the
consumer.

FACTORS LARGE SOME LEAST EXTENT(1)


EXTENT(3) EXTENT(2)
PRICE 98 63 39

QUALITY 145 55 -

SIZE 200 - -

DESIGN 106 57 37

COLOR 90 70 40

DURABILITY 110 60 30

AVAILABILITY 118 52 30

BRANDIMAGE 139 41 20

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INTERPRETATION:Studies reveals that price, quality, size, design, durability, availability and
brand image fall between large extent and some extent, other attributes like colors of the shoes
lies between the some extent and least extent.

17 CUSTOMER SATISFACTION LEVEL FROM DIFFERENTATTRIBUTES OF A


PRODUCT

Customer is king of the market so he wants maximum satisfaction from the productthat he buys.

HIGHLY SATISFIE NEUTRAL DISSATISFIE HIGHLY


FACTORS SATISFI D (3) D DISSATISFIE
ED (4) (2) D
(5)
PRICE 30 113 27 20 10
BRAND 23 115 37 25 _
IMAGE
QUALITY 66 82 52 - -
SIZE 42 84 56 18 -
COMFORT 125 47 28 - -
DURABILIT 65 97 29 - 9
Y

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INTERPRETATION: A Study show that consumers are not highly satisfied with the prices of
branded shoes but they are satisfied with other attributes to large extent.
18 BRAND LOYALTY

Brand loyalty refers to that a customer being permanent consumer of brand and he never switch
over to other brand.

RESPONSES FREQUENCY OF PERCENTAGE OF


RESPONDENT RESPONDENTS
YES 84 42
NO 116 58

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INTERPRETATION: Study indicates that only42% is the loyal customers and 58% will change
their brand if all the qualities are available with the new products.

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FINDINGS

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FINDINGS:

After assessing the overall market scenarios what came in picture was as follows:-
 Consumer reaction suggests that Adidas is the marker leader among all its close
counterparts in the sport shoes and apparel segments.
 NIKE is chasing its position most aggressively so now it requires maintaining its position
with new stuff.
 ADIDAS has been major competitor for NIKE and REEBOK.
 38% Customers are still pro Adidas believer.
 The new stuff of the ADIDAS is attracting the consumers more which might lead
ADIDAS at the top spot in the pack in coming financial year.
 Consumers are not showing that kind of craze in ACTION for past few years.
 Probably it could be because of the aggressive attention snatched by brands like NIKE
and ADIDAS especially in India.
 Celebrities also affect the sale of brand.
 72% respondents take their buying decision after considering the advertisement of brand.
 Most of respondents prefer to purchase shoes from exclusive showrooms.
 Businessman, serviceman and professionals prefer to wear formal shoes because of status
and students like to wear only sports and casual branded shoes.

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LIMITATION

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LIMITATIONS OF THE STUDY

While surveying I encounter with some problems like-

 In some of the retail showroom it is not allowed to get the questionnaire filled.

 Many of the respondents were not willing to fill the questionnaire.

 Some people were not willing to respond and few of them who responded were in hurry
hence the active participation was lacking. Due to which I faced difficulties in collecting
information’s regarding our questionnaire.

 Another problem which I face was that people were hesitating to give information about
their views freely.

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CONCLUSION

Conclusion

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“THE BOTTOM LINE” OF THE MARKET RESEARCH SPEAKS THAT BRANDED
SHOES IN INDIA HAS BEEN INCREASING ON DAY BY DAY BASIS.THAT SOUNDS
GOOD FOR INTERNATIONAL AS WELL AS DOMESTIC MARKET”
One of the major conclusions of the new document is that the worlds footwear production
stabilized at 21 billion pairs in 2016. Last year, China has strengthened its position as the
largest producer in the world, now providing a share of 63 % of the total production (60.5 % in
2015) as a result of the manufacture of 13,300 million pairs of shoes.

Among major world footwear producers, India and Brazil occupy the two remaining podium
place, as in the previous year. However, while India’s share of production stabilized at 10.4 %
(on the basis of 2,194 million pairs of footwear produced), Brazil grew by 0.3 percent (from 3.8
% to 4.1 %), in 2016 as it produced 864 million pairs of footwear.

In the list of the top ten global manufacturers of footwear, the only European country that arises
is Italy, occupying the 10th position. In 2016 Italy produced 199 million pairs of footwear,
reducing its relative position by one percentage point (from 1% in 2015 to 0.9 % last year).It
seems that conducting a survey is a very good choice to allow consumers to evaluate what they
wanted and what they are unsatisfied with. However, the drawbacks such as few willing
respondents and not able to fully voice out their opinions. This is not much of a problem as
survey questions are not very specific. But, conducting a survey is able to give us some idea of
what consumers are really thinking about Adidas products. In the future, survey questions will be
made to allow the consumers to give more accurate and specific answers to the Adidas brand.
This method, when done continuously, will create an idea that Adidas can use to fully meet
customer`s satisfaction and increase sales, thus profits increase.

The idea that Adidas is tailored for the active, trendy and comfortable lifestyle of both
teenagers and adults are conclusive. Just like their competitor, Nike, Adidas provides excellent
satisfactions to consumers up to a certain extent because there are still some who would choose
Nike over Adidas. Adidas now with the purchase of Reebok, has a larger consumer base and this
in turn, will definitely increase profits for the company. In terms of price, Adidas shoes are not

72
too much of a luxury product as some purchased it before would repeat the decision to purchase
again. Even with small discounts offered. Competition is stiff in the sport shoe industry as many
major companies are actively producing new shoes that are meeting consumer satisfactions.
Adidas is also very vigilant and is actively improving itself to improve its products and satisfy
the consumers.

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SUGGESTIONS

SUGGESTIONS:
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 Department stores are the prime sales and marketing channel for branded shoes. In
addition, store decorations and product displays should be designed to create a strong first
impression.
 Seasonal promotion campaigns, like special discounts and advertisements, could be
employed. New lines of collections should be introduced for festivals.
 The prices of branded shoes must be reduced to increase sales.

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BIBLIOGRAPHY

76
BIBLIOGRAPHY

 Referred Books:
 Kothari, C.R (2004): Research Methodology Methods & Techniques‟, New Age International
Publishers, New Delhi, 2nd Edition.
 Kotler, P., Armstrong, G., & Cunningham, M. H. (2005). Principles of marketing. Toronto:
Pearson Prentice Hall.
 Sharma, D.D. (2014). Marketing Research: Principles, Applications and Case. Sultan Chand
and Sons.
 Sharma R.K 2016 -Functional management kalyani publishers

 Articles:
o http://economictimes.indiatimes.com/news/international/business/adidas-to-
restructure-reebok-invest-in-future-growth/articleshow/55221980.cms
o http://economictimes.indiatimes.com/topic/reebok
o http://economictimes.indiatimes.com/topic/nike
o http://www.rootsofaction.com/articles/
o http://economictimes.indiatimes.com/topic/footwear
 Web Sites:
o http://in.reuters.com/finance/stocks/companyProfile?symbol=NKE.N
o https://www.firstresearch.com/industry-research/Footwear-Manufacturing.html
o https://successstory.com/companies/adidas-ag
o http://www.referenceforbusiness.com/history2/87/Reebok-International-Ltd.html
o https://www.ACTION-SHOES-PRIVATEIMITED/U74899DL1984PTC017766

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ANNEXURE

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QUESTIONNAIRE
(CONSUMER BEHAVIOUR REGARDING VARIOUS BRANDED SHOES)

PERSONAL PROFILE
I. NAME :
II. AGE :
III. ADDRESS :
IV. TELEPHONE :
V. OCCUPATION :
VI. EDUCATION
UNDER GRADUATE GRADUATE

POST GRADUATE ANY OTHER

VII. TYPE OF FAMILY


NUCLEAR JOINT FAMILY

VIII. MARITAL STATUS


MARRIED UNMARRIED

ANY OTHER

IX. FAMILY INCOME (RS. Per month)


5000-10000 10000-15000

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15000-20000 20000 & above

1. Which type of shoes do you like to wear?

FORMAL SPORTS

CASUAL ANY OTHER

2. Do you wear branded shoes?

YES NO

INDIFFERENT

3. Are you Aware about the following Brands of Shoes?

NIKE ADIDAS

ACTION REEBOK

ANY OTHER

4. Which Brand does you like the most?

NIKE ADIDAS

ACTION REEBOK

ANY OTHER

5. Up to what extent do you consider following feature of Brand while purchasing?

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LARGE EXTENT SOME EXTENT LEAST EXTENT

PRICE

QUALITY

SIZE

DESIGN

COLOR

DURABILITY

AVAILABILITY

BRAND IMAGE

SPECIAL
OFFERS

6. How do you get aware about this particular Brand?

ADVERTISEMENT SALES PERSON

FRIENDS EXCLUSIVE SHOWROOMS

ANY OTHER

7. From where do you like to purchase your Branded shoes?

DEPARTMENTAL STORES ORDINARY SHOWROOMS

EXCLUSIVE SHOWROOMS ANY OTHER

8. Do you think advertisement effect your purchasing decision?

YES NO

9. How often do you buy branded shoes?

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ONCE A YEAR TWICE A YEAR

THRICE A YEAR SEASIONALLY

SPECIAL OCCASSION ANY OTHER

10 Up to what extent have you satisfied by the following attributes?

HIGHLY SATISFIED NEUTRAL DISSATISFI HIGHLY


SATISFIED ED DISSATISFIE
D

PRICE

BRAND
IMAGE

QUALITY

SIZE

COMFORT

DURABILIT
Y

ANY OTHER

11. Where is any increase in price of this brand, is that effect your purchase decision?
YES NO

INDIFFERENT

12. Would you like to buy another brand if all the attributes are available in other brand?

YES NO

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