A comparative study regarding consumer preference of Nike & Adidas in Indian sports industry.

Introduction
NIKE
Nike is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is the world's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$18.6 billion in its fiscal year 2008 (ending May 31, 2008). As of 2008, it employed more than 30,000 people worldwide. Nike and Precision Cast parts are the only Fortune 500 companies 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 Han, Hurley International, Umbro and Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008. In addition to manufacturing sportswear and equipment, the company operates retail stores under the Nike town name. Nike sponsors many high profile athletes and sports teams around the world, with the highly recognized trademarks of "Just do it" and the Swoosh logo

Introduction Adidas
Adidas AG is a German sports apparel manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, Taylor Made-Adidas golf company (including Ashworth), and Rockport. Besides sports footwear, the company also produces other products such as bags, shirts, watches, eyewear, and other sports- and clothingrelated goods. The company is the largest sportswear manufacturer in Europe and the second-biggest sportswear manufacturer in the world, with American rival Nike being the biggest. Adidas was founded in 1948 by Adolf "Adi" Dassler, following the split of Gebrder Dassler Schuhfabrik between him and his older brother Rudolf. Rudolf later established Puma, which was the early rival of Adidas. Registered in 1949, Adidas is currently based in Herzogenaurach, Germany, along with Puma. The company's clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into Adidas's current official logo. The "Three Stripes" were bought from the Finnish sport company Karhu Sports in 1951 The company revenue for 2009 was listed at 10.38 billion and the 2008 figure at 10.80 billion

Objectives of the study

1) To analyze number of people using branded sports equipments. 2) To find out number of people using Nike or Adidas sports equipments. 3) To evaluate quality of people Nike and Adidas sports equipments. 4) To give meaningful conclusion and suggestion.

Hypothesis
In the above framed objectives the researcher has structured the hypothesis stating Nike is most preferred brand among consumers in India sports industry.

Methodology
In order to have an in dept study the researcher has taken support of both primary and secondary data.

Sample Size
Due to time, financial and geographical constraints the researcher has restricted the sample size of 50 respondents only.

Data analysis

Q.1) Do you buy branded sports equipment? Options Yes No Total Response 50 0 50 Percentage 100 100

Yes 100%

Above pie chart shows us that all the respondents said that they have had purchased branded sports equipments.

Q.2) how often do you buy branded sports equipments? Options Once in a month 0Twice in a month Thrice in a month Others Total Response 21 04 06 19 50 Percentage 42 08 12 38 100

others 38%

once in a month 42%

thrice in a month 12%

twice in a month 8%

Above pie chart shows that respondents buy branded sports equipments once in a month.

Q.3) what influences you to buy branded sports equipments? Options Quality Durability Inspired by sports person Others Total Response 32 10 05 03 50
Others 6%

Percentage 64 20 10 06 100

Inspired 10%

Durability 20% Quality 64%

Above pie chart shows us that when respondents buys branded sports equipment quality is what influences them followed by durability.

Q.4) from what source do you get information about branded sports equipment? Options Newspaper Internet Bill Boards Magazine Total Response 18 17 02 13 50 Percentage 36 34 04 26 100

Magazine 26%

Newspaper 36%

Bill Boards 4%

Internet 34%

Above Pie chart shows that people get information about branded sports equipments from newspaper. As a result it can be said that advertisement is best medium for advertisement.

Q.5) which brand do you prefer in sports industry? Options Nike Adidas Total Response 06 44 50 Percentage 12 88 100

Nike 12%

Adidas 88%

Above chart shows us that when people buys branded sports equipments Adidas is what they prefer.

Q.6) which brand is easily available in your area? Options Nike Adidas Both Total Response 10 32 08 50 Percentage 20 64 16 100

Both 16%

Nike 20%

Adidas 64%

Above pie chart shows us that respondents said that there are more outlets of Adidas than Nike in their area. Nike needs open outlets in more areas so that customer doesnt have to go long distance for shopping.

Q.7) which brand offers you variety? Options Nike Adidas Total Response 10 40 50 Percentage 20 80 100

Nike 20%

Adidas 80%

Above pie chart show us that majority of respondents said that Adidas provides them variety compare to Nike. Nike needs to higher good designer to come up with good designs to attract customers.

Q.8) which brand is best promoted? Options Nike Adidas Total Response 10 40 50 Percentage 20 80 100

Nike 20%

Adidas 80%

Above pie chart shows us that respondents feels Adidas is best promoted brand compare to Nike. Nike has to work hard to come up with good promotion strategy to attract customer.

Q.9) which brand provides you comfort with style? Options Nike Adidas Total Response 10 40 50 Percentage 20 80 100

Nike 20%

Adidas 80%

Above pie chart shows us that respondents finds Adidas sports equipment more comfortable and stylish compare to Nike. Nike needs to come up with more comfortable and stylish products in order to attract customers.

Findings
From survey conducted by the researcher it is found that people prefers buying branded sports equipments over local brands. Majority of people prefers buying branded sports equipments once in a month which can be considered as good sign for the branded sports equipment manufacturers. The researcher also found out that most respondents gets information about sports equipment from newspaper followed by internet and magazine and feels that these are best source for advertisements. Whenever respondents purchase sports equipment quality is what influences them followed by durability. The researcher also found out that Adidas as brand is more preferred by the respondents compare to Nike. Adidas has more outlets or is easily available in most of the areas compare to Nike according to respondents. The researcher found out that Adidas has more variety in sports equipments compare to Nike. Adidas provides comfort and also style better than Nike. It was also found out that Adidas is better promoted brand out of two.

Conclusion & Suggestions

The researcher will like to conclude the study saying that after conducting above survey Adidas was chosen over Nike by the respondents in almost all the asked questions. From response of the people Adidas is the most preferred brand in Indian sports industry.

Suggestion
The suggestions that researcher will like to give is that Nike needs to open more outlets or make the sports equipments available in most of the places to attract new customers. Nike needs to come out with better variety of sports equipments and also needs to promote the brand well to attract new customers. The researcher feels that Nike needs to come up with comfortable as well as stylish sports equipments. Adidas on the other hand has won the battle but should not be complacent but should try to come up with something new every time.