Professional Documents
Culture Documents
SUBMITTED TO:
SUPERVISED BY:-
SUBMITTED BY:-
Jasdeep Kaur
M.com 2nd SEM
2298
LIST OF CONTENTS
CHAPTER NO.
CHAPTER NAME
CHAPTER 1
EXECUTIVE SUMMARY
CHAPTER 2
RESEARCH OBJECTIVES
CHAPTER 3
RESEARCH METHODOLOGY
CHAPTER 4
LIMITATIONS
CHAPTER 5
COMPANY PROFILE
CHAPTER 6
CHAPTER 7
SUGGESTION &
CONCLUSION
CHAPTER 8
ANNEXURE
CHAPTER 9
BIBLIOGRAPHY
ACKNOWLEDGEMENT
JASDEEP KAUR
PREFACE
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 50 respondents are selecting for knowing their
perception regarding branded shoes. For this purpose information is
collected from some areas of Ludhiana.
CHAPTER-1
EXECUTIVE
SUMMARY
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 2008, Reebok had net income of @192.4million 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.
There are different individual companies under a common umbrella, each
dedicated to a specific line of product manufacturing, procuring or other
particular business activities.
CHAPTER-2
RESEARCH
OBJECTIVES
CHAPTER-3
RESEARCH
METHODOLOGY
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
SAMPLE SIZE:- 50
SAMPLE
While deciding about the sample of research, it is required from the
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 I used are questionnaire.
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.
CHAPTER-4
LIMITATIONS
CHAPTER-5
COMPANY
PROFILE
Adidas
INTRODUCTION
Adidas was formed by German sports apparel by the founder Adi Dassler
during the 1920s. 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 companys clothing and shoe design typically involve three parallel
stripes of the same color and the same motive is incorporated into Adidas
official logos.
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.
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
Dasselers 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-owed 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 Sant prison in Paris in1997.
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 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.
ADIDAS
Type Public
Founded
1949
Location
Herzogenaurach, Germany
Key people
Industry
Products
Textile
Footwear
Accessories
REEBOK
INTODUCTION
Reebok is the worlds third-largest maker of sneakers, athletic shoes
and sports apparels. Good are sold under the brands
Reebok, Rockport, and Greg Norman 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$11billion 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 2004, Reebok had net income of $192.4 million and sales of $3.7
billion.
HISTORY:
Reeboks 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 founders 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, Reeboks 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 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'S VISION
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.
REEBOKS MISSION
At Reebok, we see the world a little differently and throughout our history
have made our mark when weve had the courage to challenge convention.
Reebok creates products and marketing programs that reflect the brands
unlimited creative potential.
REEBOK'S POSITIONING
Celebrate Individuality in Sport and Life
Reebok understands that people are, above all, unique. Reeboks
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
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
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 athletic 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 Castparts are the only Fortune
500companies headquartered in the state of Oregon, according to The
Oregonian.
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 Nstase, the first professional athlete to
sign with BRS/Nike, the sponsorship of athletes became a key marketing
tool for the rapidly growing company.
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.
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
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.
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.
Public
NYSE: NKE
Industry:
Founded:
Founder(s) :
Headquarters:
Area served:
Worldwide
Key people:
Products:
Athletic shoes
Apparel
Sports equipment
Accessories
Revenue:
Operating income:
Total assets:
Total equity:
Employees :
Website
Nike.com
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 manifestationof
our high standards of workmanship, access to latest technology. That's how
Action issynonymous 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 thewinner .
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.
COMPANYS LOCATION:
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:-
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.
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
villages with 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.
CHAPTER-6
DATA ANALYSIS
AND
INTERPRETATION
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)
15-25
26-35
FREQUENCT OF
RESPONDENT
23
27
PERCENTAGE OF
RESPONDENTS
46
54
AGE OF RESPONDENT
54%
52%
50%
%OF RESPONDENT
48%
46%
54%
15-25
46%
44%
42%
15-25
26-35
AGE
FREQUENCT OF
RESPONDENT
19
16
5
10
PERCENTAGE OF
RESPONDENTS
38
32
10
20
EDUCATION LEVEL
40%
35%
30%
25%
20%
15%
% OF RESPONDENT 10%
5%
0%
38%
32%
20%
10%
Series 3
EDUCATION LEVEL
TYPE OF FAMILY
Family is a group comprising a husband and wife and their dependent
children, constituting a fundamental unit in the organization of society.
TYPE OF FAMILY
NUCLEAR
JOINT
FREQUENCY OF
RESPONDENTS
27
23
PERCENTAGE OF
RESPONDENT
54
46
TYPE OF FAMILY
54%
52%
50%
%OF RESPONDENT
48%
Column1
54%
46%
46%
44%
42%
NUCLEAR
JOINT
TYPE OF FAMILY
MARITAL STATUS
Marriage is a social union or legal contract between people that creates
kinship.
MARITAL STATUS
MARRIED
UNMARRIED
.
FREQUENCY OF
RESPONDENTS
19
31
PERCENTAGE OF
RESPONDENT
38
62
MARITAL STATUS
70%
60%
62%
50%
40%
% OF RESPONDENT
38%
30%
Series 3
20%
10%
0%
MARRIED
UNMARRIED
MARITAL STATUS
INCOME LEVEL
For household and individual income is the sum of all the wages, salaries,
profits, interests payments, rents and other forms of earning received in a
given period of time?
INCOME (IN 000)
5-10
FREQUENCY OF
RESPONDENTS
10
PERCENTAGE OF
RESPONDENT
20
10-15
15-20
20&ABOVE
12
13
15
24
26
30
FAMILY INCOME
% OF RESPONDENT
30%
25%
20%
15%
10%
5%
0%
20% 24%
26% 30%
Column1
INCOME LEVEL
FORMAL
FREQUENCY OF
RESPONDENT
PERCENTAGE
OF
RESPONDETS
20
40
SPORTS
CASUAL
ANY OTHER
14
12
4
FORMAL
28
24
8
8%
SPORTS
24%
ANY OYHER
CASUAL
40%
28%
FREQUENCY OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
YES
NO
34
10
68
20
INDIFFERENT
12
%of respondents
80%
70%
60%
50%
40%
30%
20%
10%
0%
68%
20%
yes
no
12%
indifferent
Responses
FREQUENCY OF
RESPONDENTS
PERCENTAGE OF
RESPONDENT
NIKE
30
60
ACTION
24
48
ADIDAS
38
76
REEBOK
31
62
ANY OTHER
12
24
(NOTE:-%vary because respondents are free to tick more than one option)
23%
9% 22%
28%
18%
NIKE
ACTION
ADIDAS
REEBOK
ANY OTHER
FREQUENCY OF
RESPONDENT
PERCENTAGE OF
RESPONDENTS
NIKE
ACTION
ADIDAS
REEBOK
ANY OTHER
11
5
19
13
2
22
10
38
26
4
%of respondent
40%
30%
20%
38%
10% 22% 26%
10% 4%
0%
% OF RESPONDENT
Name of brand
PURCHASING PLACE
Place play an important role in the marketing of products.
PLACE
FREQUENCY OF
RESPONDENT
PERCENTAGE OF
RESPONDENTS
DEPARTMENTAL
STORE
ORDINARY
SHOWROOM
EXCLUSIVE
SHOWROOM
ANY OTHER
18
17
34
20
40
purchasing place
% of respondent
50%
40%
30%
20%
10%
0%
18%
34%
40%
8%
place
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
FREQUENCY OF
RESPONDENT
PERCENTAGE OF
RESPONDENTS
ADVERTISEMENT
FRIENDS
SALES PERSONS
EXCLUSIVE
SHOWROOM
ANY OTHER
13
9
19
9
26
18
38
18
NIL
NIL
Advertising media
ADVERTISEMENT; 26%
E.SHOWROOM; 18%
FRIENDS; 18%
SALESPERSON; 38%
FREQUENCY OF
RESPONDENT
PERCENTAGE OF
RESPONDENTS
YES
NO
36
14
72
28
Affect of advertisement
80%
60%
%of respondents
40%
72%
28%
20%
0%
YES
NO
Responses
EFFECT OF PRICE
FREQUENCY OF
RESPONDENT
PERCENTAGE OF
RESPONDENTS
YES
NO
39
11
78
22
Effect of price
80%
60%
%of respondents
40%
78%
20%
22%
0%
YES
NO
Responses
FREQUENCY OF
RESPONDENT
ONCE A YR
TWICE A YR
THRICE A YR
SEASONAL
SPECIAL OCCASION
18
14
2
12
4
PERCENTAGE OF
RESPONDENTS
36
28
4
24
8
purchasing behaviour
40%
30%
%of
20% 36%
28%
24%
10%
Column1
8%
respondents 0%
4%
Period
Price and quality of the product are the main factors which affect the final
decision of the consumer.
FACTORS
LARGE
EXTENT(3)
SOME
EXTENT(2)
LEAST
EXTENT(1)
WEIGHTED
AVERAGE
PRICE
QUALITY
SIZE
DESIGN
COLOR
DURABILITY
AVAILABILITY
BRANDIMAG
E
28
45
50
26
19
35
38
29
13
5
17
18
10
8
19
9
7
13
5
4
2
2.38
2.9
3
2.38
2.1
2.6
2.68
2.54
weighted average
16
14
12
10
8
6
4
2
0
2.6
2.1
2.38
2.9
WEIGHTED AVERAGE
2.38
Factors
HIGHLY
SATISFI
ED
(5)
SATISFI
ED
(4)
NEUTR
AL
(3)
DISSATISFI
ED
(2)
HIGHLY
DISSATISFI
ED
WEIGHT
-ED
AVERA
GE
PRICE
BRAND
IMAGE
QUALITY
SIZE
COMFOR
T
DURABILI
TY
7
23
23
15
17
7
2
5
1
_
3.64
4.12
18
17
25
21
19
17
11
13
8
1
-
4.14
4.04
4.34
15
27
4.14
4.34
4.14 4.14
4.12
4.04
3.8
weighted average
3.6
3.64
WEIGHTED AVG.
3.4
3.2
Factors
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
RESPONDENT
PERCENTAGE OF
RESPONDENTS
YES
NO
21
29
42
58
BRAND LOYALTY
YES
58%
42%
NO
CHAPTER-7
SUGGESTIONS
AND
CONCLUSION
SUGGESTIONS:
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.
Conclusion
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
CHAPTER-8
ANNEXURE
QUESTIONNAIRE
PERSONAL PROFILE
I
II
III
IV
V
NAME
AGE
ADDRESS
TELEPHONE
OCCUPATION
VI
EDUCATION
:
:
:
:
Under Graduation
Post Graduate
VII
Any other
TYPE OF FAMILY
NUCLEAR
VIII
Graduate
Joint Family
MARITAL STATUS
Married
Unmarried
Any other
IX
Sports
Casual
Any Other
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 features of
Some Extent
Least Exten t
Durability
Availability
Brand image
Special offers
Sales Persons
Exclusive Showrooms
Any Other
7 From where do you like to purchase your Branded
shoes?
Departmental Stores
Exclusive showrooms
Ordinary Showrooms
any other
decision?
Yes
No
Twice a Year
Thrice a Year
Seasonally
Special occasion
any other
Satis-
Neutral
Dissatisfied
fied
Highly dis
-satisfied
Price
Brand image
Quality
Size
Comfort
Durability
Any Other
No
Indifferent
12. Would you like to buy another brand if all the attributes
No
Chapter-9
BIBLIOGRAPHY
BIBLIOGRAPHY
The list of reference for the purpose of completing this marketing
project is as given below:
BOOKS:
Marketing management
Marketing management
Functional management
By: R.K.Sharma
INTERNET:
www.google.com
www.wlkipedia.com
www.paradise.com
NEWSPAPER:
Economic times