Professional Documents
Culture Documents
On
Consumers
Perception
Regarding Branded
and Unbranded
shoes in the region
of Patiala
Submitted to
Punjabi University Patiala
In Partial Fulfillment of Degree of
Master of Business Administration
1
PUNJAB SCHOOL OF MANAGEMENT STUDIES
PUNJABI UNIVERSITY
PATIALA
CERTIFICATE
This is an original piece and no part of this work has been submitted for
2
PROJECT GUIDANCE
Er. Sandeep.S.Virdi
ACKNOWLEDGMENT
3
thanks to my colleagues who have always encouraged, motivated
and given expert guidance to me.
(RAHUL BANSAL)
Table of Contents
Acknowledgement
Objectives
Limitations
Introduction
• Brand
• The emergence of brand
• How brands grow
• Characteristics of a good brand
Brand management
• Branding in shoes
• Branding
• Import
• Export
Economies of world
Research methodology
4
CHAPTER-1
OBJECTIVES
AND
LIMITATIONS
OF
THE STUDY
5
OBJECTIVES OF THE STUDY
product
customers.
shoes.
category.
6
LIMITATIONS OF THE STUDY
Although sincere efforts are done by me to collect the authentic and relevant
information, the study may have the following limitations: The findings of this
study are based on the subjective opinion of the respondents. Although utmost
crepe in. Hence it cannot be claimed that the present study is without any
limitation as is the case with any other study. Further lack of time and financial
resources has prevent me from carrying out an in depth study .In addition to it
some limitations regarding the scope of the validity of the conclusion may also be
mentioned.
1 ) The present study is confined to Jalandhar city only. The findings of the study
may not be applicable to the other parts of the country because of social,
2) The consumer behavior being dynamic in nature, there is very possibility that
3) As described earlier, the study can't be generalized for all type of buyers.
Since the universe under study in my researches Jalandhar city and the
consumers in this region can't be called the representative of all the all the
7
CHAPTER-2
INTRODUCTION
8
Consumers Perception
Regarding Branded
and Unbranded Shoes
in the region of Patiala
INTRODUCTION
images and ideas; often, it refers to a symbol such as a name, logo, slogan, and
design scheme. Brand recognition and other reactions are created by the
relating to its use, and through the influence of advertising, design, and media
explicit logo, fonts, color schemes, symbols, sound which may be developed to
As diverse individuals we all have an inborn tendency to see the world in our own
special ways. Each and every individual can view the same event at the same
time in different manner from all the other persons for each individuals his
9
reaction towards a particular based on his needs, wants, values and desire and
that individual perceives about that situation. Hence individual reacts on the basis
of their "perception" .in other words we can say that the purchase behavior of the
individual is the result of his perception. Since the consumer purchase decision
depends upon large extent of his perception, so it is important that the marketers
understand the whole concept of the perception„so that they can determine the
To form the perception about a particular brand the consumer has to pass
a) Perceptual selection
b) Perceptual organization
c) Perceptual interpretation
The individual may perceive many stimuli but is highly selective in nature how the
name, level of advertisement and feature associated with the product. This study
accounts for all the factors while evaluating the consumer perception to words
The consumer has emerged as the king of the market, no doubt but to go for
general are also not far from their branded counterparts in terms of availability,
10
quality and technology, but does the formality prove to be the only criteria for
products in the market has posed many question, as, will sweep the branded
How these unbranded products are going to change the perception of branded
products, the branded product companies are going to formulate better strategies
So we first start with getting families with word "BRAND", a brand is defined as a
name term, sign, or special design of some combinations of the elements that is
deliver to a specific set of benefits or attributes or ice to the buyer. Brand name is
that part of a brand, which can be vocalized - the utter able examples are
11
1.1 The Emergence of Brands
gods directly out of barrels, bins, and cases without any supplier identification
.the earliest signs of branding were in the efforts of medieval guides craftsman to
put trade marks quality .in the arts, too, branding in with artist singing their
works.
In the United States the earliest brand promoters were the it medicine. Branding's
real growth occurred after civil war with growth of national firms and national
advertising media. Some of the early Is still survive, such as oats, Vaseline and
ivory soap.
Branding has grown so strong that today hardly anything goes unbranded. Salt is
bear separate brand names from the auto makers. If the first purpose of branding
was to legal protection by the inventor's appetent , and the second was to
guaranty quality and homogeneity after to seller and buyers had lost face to face
contact, a third purpose stems directly for oligopolies need to differentiate their
products. They quite rightly see branding as a device to enable them to control
their , better preventing other people's products from being substituted for theirs.
It is likely that oligopolists have ever felt the need to rationalize these purpose;
their responses are quite instinctive in most case. it seems in the make up of
12
more successful marketing men and women there is. The innate knowledge that
continuous price promotions. But competitors among them are not confined to
price. The strengths of oligopolist's brands and, in particular, the added values
that enrich them move the field of competition from reduction to product and
brand improvement, originates in the later tending to the need for the former.
Margins are at least maintained, but not all put into profit, because building
brands a great deal of many. Various brands of a certain article while if fact are
most exactly alike may sold as different qualities under names and labels.
Which will induce rich and snobbish buyers to divide themselves from buyers.
13
1.2 How Brands Grow
First Brands penetration is the consumer measure that has the greatest
influences on a brand's sale; big brands always have a higher penetration than
smaller brands.
Second in the discussion of frequency distribution, the point was made that of
little less stationary? But would the emergence of one-time trialists use the
brand by the trailists remaining infrequent purchase; but with some of the former
a rung. Some non-users become minor users; thus the same normal frequency
distribution will now hold form the higher level of penetration. When a brand
declining, the opposite happens. Some major users become minor user. and
growth and dealing in consumer term; it according with a common sense. The
inbuilt momentum once it crosses that first and most difficult hurdle of
14
a “goer” the tendency toward regularity is as much in its favor as it was an
and over used symbol. A unique and distinctive symbol is not only easy to
remember but also a distinguishing feature, e.g. north star shoes have a
distinctive name.
good health.
15
The top ten traits of a brand
Building and properly managing brand equity as become a priority for the
companies of all sizes, in all types of markets and in all types of industries.
The rewards of strong brands are clear. The ten characteristics that a worlds
strongest brands share and construct a brand report card a systematic way of
grade the brands performance of each of those characteristics. The report card
can help to identify are as that need improvement, recognize areas in which the
brand is strong and learn more about the particular brand is configured.
desires. Why do customers really buy a product? Not because the product
brand image the service and man) others tangible And intangible factors
create and attractive whole. In som3 cases whole is not even something
The brand stays relevant and strong. In strong brands brand equities tide
both to the actual quality of the product or the service and the various
person who uses the brand). Usage imagery, the type of situation in which
the brand is used; the personality the brand portrays, the feeling that it
build with its customer. Without losing sight of their core strengths, the
strongest brands stay on the leading edge in the product arena and
tweak their intangible to fit the times. Gillette, for example pours millions
of dollars into R & D to ensure that its razor blades are as technologically
16
advanced as possible, calling attention of major advances, through sub
superiority with its long running at "the best the man can be" which are
through images of men at work and at play that have evolved over time
blend of product quality, design feature , costs and prices is very difficult
to achieve but well worth the effort .Many managers are woefully
unaware of how price can and should relate to but the customers think
For e.g. in implementing its value pricing strategy for the cascade automatic
dish washing Detergent brand, Procter and gamble made a cost cutting edge
17
Equity producing "virtually spotless" dishes out off dishwasher. In
response, P & G immediately returned to the brand old formulation the lesson
to P&G and others is that value pricing should not adopt at the expense of
Essential brand building activities - by contrast with its well - known shift to
"everybody low pricing “strategy, P&G did successfully align its prices with
levels. In fact, in the fiscal year after P&G switched to ELDP (during which it
also worked very hard to streamline operations and lower cost), the
The brand is properly positioned. Brands that are well positioned occupy
benz and Sony brands, for example, hold clear advantage in product
in the 1970s and 1980s; American express maintained the high profile in
18
introduced the platinum and gold cards and launched an aggressive
famous restaurants, resorts and events that did accept American express
while proclaiming, "visa its every where you want to be”. The aspiration
visa take out formidable position for the brand. Visa become the consumer
card of choice for family and personal shopping, for personal shopping, for
the game is even more difficult when a brand spans that product
categories. The mix of points of difference that works for a brand is one
category may not be quite right for the same brand in another.
change needed to stay relevant. Continuity that the brand's image doesn't
The brand portfolio and hierarchy make sense. Most companies do not have only
one brand they create and maintain different brands for different market
segments. Single product lines are often sold under different brand names, and
19
different brand with in accompany hold different powers. The corporate, or
might nest one level below the family branded and appeals to boys for example,
or be used for one type of product. Brands at each level Of hierarchy contribute
to the overall equity of the portfolio tough their individual ability to make
consumers aware of the various products and Foster favorable associations with
them. At the same time, through each brand should have its own boundaries: it
can be dangerous to try to COVOT too much ground with one brand or to overlap
two brands in the same portfolio. The gap's brand portfolio provides maximum
market coverage with minimal overlap. Each brand has a distinct image
and its own source of equity. BMW has particularly well-designed and
implemented.
hierarchy. At the corporate level, BMW pioneered the luxury sports categories is
clever advertising slogans." The ultimate driving machine" reinforces the dual
aspect of this image and is applicable to all cars sold under the BMW name. At
the same time , BMW created well differentiated sub Brand portfolio provides
maximum market coverage with minimal overlap. Each brand has a distinct
image and its own source of equity. BMW has particularly well-designed and
implemented hierarchy. At the corporate level, BMW pioneered the luxury spots
considerations.
20
V's cleaver advertising slogan. "The ultimate driving machine". Reinforces the
dual aspects of this image and are applicable to all cars sold under the BMW
name. At the same time, BMW created well differentiated sub brands through its
3,5 and 7 series, which suggest a logical order and hierarchy of quality and
price. General Motors, by contrast, still struggles with its brand portfolio and
hierarchy .In the early 1920s. Alfred P.SIoan decreed that his company would
offer "a car for every purse and purpose." This philosophy led to the creation of
the Cadillac, Chevrolet etc. divisions. The idea was that each division would
appeal to a unique market segment on the basis of price, product design and
-1980s, for example; the companies sold a single body type (the j-body) modified
only slightly for the five different brand names. In fact advertisement for Cadillac
In the last ten years the company has attempted to sharpen the on blurry images
for young people. Oldsmobile is the brand for larger, medium price cars. But the
bottom and top lines have never regained the momentum stand for, in sharp
contrast to the clearly focused imaged of competitors like Honda and Toyota.
activities to built equity. At its most basic level, a brand is made up of all
21
slogans packaging signage and so on. Strong brands mix and match
Manager of strong brand also appreciate the specific rule that different marketing
activities can play in building brand quality. They can for example provide
detailed product information. They can show how and why is an product is
used, by whom, where and when they can associate brand with
brand with a person, place or enhance or refine its image when aboard makes
goods use of all resources and also takes particular care to ensure that the
The brand manger understand what the brand means to the customer.
Manager of the brand appreciate the totally of their brands image i.e., all
regarding the brand, and what core associations are liked to the brand,
and then it should be also be clear whether any given action would
The brand is given proper support, and that support sustained over the
long run. Brand equity must be clearly constructed. A firm requires that
22
Strong, favorable, and unique associations with brand, in their memory
.Too often mangers but to take short cuts bypass more basic branded
related to image.
The company monitors source of brand equity. Strong brands makes good
and frequent use of in depth brand of audits and on going brand stacking
the brand has been marketed (called brand inventory) and a thorough
of exactly what brand does and could mean to consumer. Brand audits are
particularly useful when they are schedule on a periodic basis .its critical
for holding the reins of brand portfolio to get a clear picture of products
and services being offered and how they are being marketed and
tapping consumer perception and believes and often uncover the true
consumer use conflict and thus showing manager exactly where they
23
Brand management
product, product line, or brand. It seeks to increase the product's perceived value
to the customer and thereby increase brand franchise and brand equity.
Marketers see a brand as an implied promise that the level of quality people have
come to expect from a brand will continue with present and future purchases of
the same product. This may increase sales by making a comparison with
charge more for the product. The value of the brand is determined by the amount
The annual list of the world’s most valuable brands, published by Interbrand and
Business Week, indicates that the market value of companies often consists
means that brands seriously impact shareholder value, which ultimately makes
24
Branding in shoes
But the flip side is that non branded shoes can be purchased and resold for allot
Lower income customers might want brand name shoes but they cannot afford it.
So even though they would love to have brand name shoes they will usually
On the other hand more affluent customers will want only branded shoes
because they have more pressure in terms of keeping up with the latest styles.
25
1.6. What is Branding ?
with the customer by learning their needs and wants so that the offering could
create, maintain and enhance brands. Thus a brand identifies the seller or
maker. It can be a trademark a logo and name. Brands differ from other assets
the goods or services of one seller and to differentiate them from those of
competitors. The most enduring meaning of brand are it values, culture and
personality.
image of quality and value for money to ensure the development of a recurring
26
Indian Footwear Industry
India ranks second among the footwear producing countries next to China. The
industry is labour intensive and is concentrated in the small and cottage industry
sectors. While leather shoes and uppers are concentrated in large scale units,
the sandals and Chappals are produced in the household and cottage sector.
India produces more of gents’ footwear while the world’s major production is in
ladies footwear. In the case of Chappals and sandals, use of non-leather material
country:
Tamil Nadu 64 31 7
Delhi & up North 4 8 2
Agra, Kanpur 9 34 14
Calcutta 1 3 19
Bangalore 6 3 4
Mumbai 3 11
Others 13 10 3
The estimated annual footwear production capacity in 1999 is nearly 1736 million
pairs (776 million pairs of leather footwear and 960 million pairs of non-leather
footwear).
27
Region-wise share of total estimated capacities is as follows:
Percentage
Tamil Nadu 26 5 54 1 0
Delhi & up North 10 77 4 1 60
Agra, Kanpur 45 0 32 62 0
Calcutta 12 0 2 3 0
Bangalore 3 3 4 0 0
Mumbai 4 2 1 32 0
Others 0 13 3 1 40
Total 100 100 100 100 100
Shoes manufactured in India wear brand names like Florsheim, Gabor, Clarks,
Salamander and St. Micheal’s. As part of its effort to play a lead role in the global
The availability of abundant raw material base, large domestic market and the
28
IMPORT
In 1999, the global import of footwear (leather and non-leather) in terms of value
was around US$ 43278 million, accounting a share of 63.42% in the total global
import of leather and leather products. Out of this, import of leather footwear
alone accounted for US$ 26379 million and non-leather footwear US$ 16899
million.
EXPORT
recording an increase of 3.29% over the preceding year. India thus holds a share
of 1.25% in the global import of leather footwear. The major markets for Indian
Leather Footwear are the U.K., the U.S.A., Germany, Italy, France and Russia.
Nearly 71% of India ‘s export of Leather Footwear is to Germany, the U.S.A., the
In 1999-2000, export of leather footwear from India constituted 21% share of its
total export of leather and leather products. Nearly 33 million pairs of various
types of leather footwear were exported during the year, out of which shoes /
The different types of leather footwear exported from India are dress shoes,
29
India has a booming shoe market. In various cities there, new shopping malls
have sprung up one after another and sellers compete to exhibit latest products
growth rate, amounting to USD 17 billion in total value. This means that this
brands, most of which come from Europe and USA. After Tommy Hilfiger opened
summer 2005.
franchised operation has been rapidly growing in India at the annual growth rate
the success rate for franchised operation is as high as 90% while that for non-
30
When entering Indian market, most international garment and shoe brands first
invest in opening up stores and then hand over these stores for their Indian
partners to operate. As Pal indicated, this is a typical solution for brand owners
and international brand owners in particular. The reason is that they have their
established image and they have to ensure their stores everywhere share the
same style. These stores are owned, managed and operated by brand owners
and become the model for other franchised stores. This solution also helps brand
owners to have a clear idea about market response and preference, and
in India), brand companies often open stores for their brands in major regions in
their country, and then open franchised stores elsewhere after successful
stores in India include Marks & Spencer, Ermenegildo Zegna, Mango, DAKS and
Hugo Boss but most of them have less than 5 stores in India.
According to insiders, almost all international garment and shoe brands are
gloating over the Indian market or negotiating with large textile and garment
consultant Bela Gupta, India is expected to have another 65-70 stores in the next
years, believing more international brands will enter Indian market in 2006.
31
With the entry of many large international brands into Indian market, India is
should pay a sum of entry fee to franchisers, the amount of which may vary
brands intend to cover and general franchised operators may solicit franchised
market, according to Pal, the organization of the entire sector will gain further
improvements.
32
The Nike Example
The laws of economics are not written in tablets of stone, judging by the different
product such as foot wear, there are those that say it is a ‘low-tech’ product and,
as such, should be left to countries with low labor costs to produce. Just as water
flows to the lowest level, so should footwear production fall to the lowest cost
requirement for high skill content, fast response to market requirement, political
So, the picture is not one-dimensional and is affected by all these factors. The
shoe industry has become truly global, with American styles popular in Europe,
in Asian joint ventures, and firms from everywhere pursuing new markets such as
Russia and newly developing markets in the Far East. A look at the movement of
footwear in the last ten years will show that we cannot ignore the influence of
price and costs, for example, in 1996 the average wage rate in Western Europe
There have been basic trends, which support this. For example, the governments
from the towns to the countryside to help reduce labor and manufacturing costs.
33
The basic trends of the shoe industry have not necessarily been profound
influences on the economies of South East Asia, but, since late 1997, severe
economic problems have hit many Asian countries. This has caused currencies
to devolve greatly, made many major domestic banking problems and a created
great slow down in domestic markets, especially South Korea, Thailand and
Indonesia.
It is too early to know what the long-term effect will be – possibly the currency
however, some shoe companies are facing severe liquidity problems and
exceeding 10 billion pairs in 1996. More people in the world are wearing footwear
and less developed countries are starting to produce shoes for their domestic
markets. Also people in the Far East are becoming more affluent and able to buy
34
Whilst South Korea and Taiwan have lost out, three new ‘Asian tigers’ have
arrived on the footwear scene with a vengeance, and being followed by another
recruit to the big league, offering lower wages and keen work forces. Whilst
increasingly also casual and town shoes, China has flattened everything in sight
with an output of over 4,500 million pairs that represents one in every three pairs
Thailand and Indonesia still have some way to go. Thailand at least, has
whilst Indonesia enjoys cost advantage i.e. cheap labor. India is also becoming a
domestic market.
Vietnam relative new player already produces over 200 million pairs a year but
the major sports companies, especially Nike, are already there and are
expanding production in Vietnam. Now relations with the United States have
Vietnam is certainly the new hot bed of production in the Pacific Basin – again
largely due to low regulations and lowest costs. South Koreas average monthly
wage rate in 1996 was $792, Vietnams was $45. Nike now constitutes over 5%
of total Vietnam exports. Those companies that have taken the plunge and
begun cooperation with firms in Vietnam have reported satisfaction with the
35
quality of the work and attitude of the workforce. Investment to the value of
US$100million has resulted from the joint venture partnerships in the last two to
three years. There are some 80 significant shoe producers with a work force of
80,000 people. The potential is quite extensive, with over 70 million people,
availability of local raw materials and the lowest labor costs in the Far East. The
lifting of the US embargo is significant and the next stage is for the introduction of
Although there are more factories in the north, around Hanoi, the capacity is
virtually the same between north and south (Ho-Chi-Minh City area). The
Government is looking to triple exports in the next two or three years. Presently
over 100 million pairs are exported. Some companies such as Hiep in Ho-Chi-
Minh City have been privatized. Saigon Shoe is an example of a company that is
CHAPTER-3
36
RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
37
Research methodology is a science of studying how research is done
scientifically. It is important for the researcher not only to know the technique but
2. Research design
which included both the poor uneducated people, who cant afford the expensive
branded products and as well as the upper and the middle class educated
respondents who are well aware of the benefits of the branded products.
2. Research design
Decision regarding what, when, where, how much, by what means, concerning in
conditions for collection and analysis of data in a manner that aims to combine
The research type for this survey was exploratory because of the flexible nature
A) Sampling design
38
It is a definite plan for obtaining of sample from a given population. It refers to
the technique the researcher would adopt in selecting items from the sample.
B) Sample universe
And for the survey, Sample was taken from Patiala, considering that people of
Sampling technique
Sampling size
For primary data a structured non-disguised Questionnaire was used whereas for
Sources of data
39
CHAPTER-4
DATA ANALYSIS
AND
INTERPRETATION
40
The meaning of word brand
The basic objective was to determine the perception of the consumer’s regarding
the word brand.
Consumer’s perception regarding word brand
Category % of Respondents
Trustworthy 16
Good quality 34
Value of money 30
Distinctiveness 8
Unique 12
12% 16%
8% Truthworthy
Good quality
Value of money
Distinctiveness
30% 34% Unique
The results show that majority of the respondents relate the word brand with
quality, value for money, a product of distinctive class, trustworthy, & unique.
Thus it in be concluded that the word brand has various meanings in the minds of
the respondents of which 34% feel that the word brand means god quality & 30
% feel it to be value for money, 16%feol it should be trustworthy, 12%
for uniqueness and 8 % for the distinctive class.
41
Is branding essential for product ?
The objective of the question was to judge the respondents response regarding
the importance of having a brand name.
Category % of Respondents
Yes 88
No 12
12%
Yes
No
88%
The above data interprets that about 88%of the respondents feel that branding is
essential for the product with the priority reasons being easy to identify.
This shows that the established brands have more scope in the market rather
than the non-branded shoes. Branding gives the marketer the opportunity to
attract the loyal & profitable segment of the customer. Loyalty created overtime
offer the unique advantage of having assured customer against competition and
42
The objective behind this question was to analyze the perception of the
respondents regarding branding.
Category % of Percentage
Easy to identify 42
40% 42%
Easy to identify
Associate w ith user
Support buying process
18%
From the above data we can interpret that majority of the respondents(42%) feel
that brand should be easily recognizable.
Only 18 % respondents think that brand associate it with the user . So these are
the important factors to be considered while branding.
43
Importance of manufacturing in choosing the product
The objective question was to judge the level of the agreement regarding the
importance of the manufactures.
Category % of Respondents
Strongly agree 46
Agree 16
Neutral 14
Strongly disagree 4
Disagree 20
20%
Strongly agree
4% 46% Agree
Neutral
Strongly disagree
14%
Disagree
16%
Importance of manufactures
The above results show that 46%of the respondents strongly agree that the
knowledge regarding the manufacturer, the goodwill attached with the company
is essential only 20% respondents strongly disagree that to know about the
manufactures is not necessary, rest 14% respondents were neutral about this
questions.
44
The brand use by the people
The objective of this question was to know about the respondent’s preference
regarding brands.
Category % of Respondents
Branded 87
Unbranded 9
9%
Branded
Unbranded
91%
The data given above shows that most of the respondents prefer good quality
shoes majority of the a respondents 87% prefer to take the branded one and
45
Reasons of using the particular brand
Objective of asking this question was to know the reasons for using particular
brands by the respondents.
Category % of Respondents
Easily affordable 54
Easily available 46
46%
Easily affordable
Easily available
54%
The above data shows that majority for the respondents used the specific brand
46
The objectives of this question was to analyze the factors considered by the
respondents while exercising the purchase of the product.
Category % of Respondents
Price 13
Ease of purchase 16
Quality 17
Brand name 11
Status symbol 16
Goodwill of comp. 11
Advertising 7
Price
9% 13%
7% Ease of purchase
11% 16% Quality
Brand name
Status symbol
Goodw ill of comp.
16% Advertising
17%
11%
Warranty/Guarantee
Using the weighted average method it has interpreted that best rank was given to
the quality and then status symbol ease of purchase of and the ease of purchase product
were rated best. Other factors like warranty/ guaranty got the least rank as in unbranded
shoes there is very less warranty/ guarantee. Factors like price, advertising and brand
name too got significant response but the quality was the factor, which got the maximum
weight age in ranking ·
The factors influencing the purchase decision of customers
47
The question was to know about who influence the most in the circle of the
respondents purchase decision while exercising purchase.
Category % of Respondents
Self judgment 21
Family members 39
Friends 22
Dealers 8
Neighbour 10
10% 21%
8%
Self judgment
Family members
Friends
Dealers
22%
Neighbour
39%
The data shows that family members influences the most i.e. 39%. so the
companies should concentrate more on the family culture and values while
making the marketing and advertising strategies. Rest friends and self-judgments
22 % and 21 % respectively are too playing more important roles as compared to
dealers and neighbors, which only compute influence to decision only 8% and 10
% respectively.
48
The methods used for sales promotion
The objectives of this question was to know which according to them was the
most effective sales promotion method.
Category % of Respondents
Gifts 30
Coupons 15
Exchange offers 9
Discounts 38
30%
38% Gifts
Coupons
Cash Refund Schemes
Exchange offers
Discounts
9% 15%
8%
The above data shows that 38% of the consumers think that discounts are the
best way o attract the consumers and it is the bets mode of sales promotion,
while 30% consumers believe that free gifts along with the products is the most
effective sales promotion method, also 15% people say that scratch coupons is
the best way to promote the product while only 9% and 8% people are in the
favor of exchange offers and cash refund scheme.
Given a choice would you switch over from your current brand to
another one
49
The objective of this question was to know the repurchase behaviour and
decision of the respondents.
Category % of Respondents
Yes 13
No 87
13%
Yes
No
87%
Repurchase Behaviour
The above data shows that most of the consumers (87%) will not prefer the same
brand, which they are using at present. The main reason being that they just
want to try anew brand. This means that the consumers of today are innovators
i.e. they want to try the latest product with a difference and to have enjoy the new
product.
50
The reasons for switching to another brand
Here the main objective to ask this question was to know the possible reasons or
brand switching.
Category % age of
Respondents
Impressed by feature of new brand 9
Non available 4
Dissatisfaction 10
The above data highlights that most of the respondents just shifted from one
brand to other just to try the new brand (61%), rest only 10%respondents feel
dissatisfaction with the old brand so they shifted to new brand .other reasons like
friends experience and discounts on other brands counted very less. Factors like
non-availability and less price were very few respondents who shifted because of
these reasons.
51
The objectives this question was to know what according to them will do it the
dealer run an out of the stock.
Category % age of Respondents
Ask for some other brand 24
Do without it 18
back
24%
36% Ask f or some other brand
Do w ithout it
22%
Wait for the dealer to get it
18%
back
Brand loyality
From the above data it can be concluded that 36% of the respondents will wait
for the dealer to get for the stock, this shows that they are also brand loyal as
they did not changed there mind instantly to get other brand .24%of the
respondents are those people who are brand switchers and who will ask for
another if the old one is not available.
52
21-30 81
<30 11
11 8
>20
21-30
<30
81
were less than 20 years, 81 % between 21 and 30 years while the remaining 11
Occupation of respondents
Category Respondents
53
Student 79
Businessman 12
Service man 9
9
12
student
businessman
service man
79
Category Respondents
>10000 7
54
10001-20000 16
20001-30000 24
<30000 53
7
16
>10000
10001-20000
20001-30000
53 <30000
24
belonging to the family having income less than 10000, 16 were belonging to the
income group of 10000 to 20000, 24 were belonging to the income group 20000
to 30000 and the remaining 53 were belonging to the income group having more
than 30000.
CHAPTER-5
55
FINDINGS
AND
CONCLUSION
56
Following are the major findings & conclusions from the study of the consumer
Majority of the respondents relate the word brand with good quality,
of having a brand name. They think that a product must have brand name.
as analyzed that the general view of the respondents was that the
who produces the shoes. The result show that 46 % of the respondents
strongly agree that the knowledge regarding the manufacture the goodwill
Factors like price , advertising and brand name too got significant as the
The family members influence the most while purchasing such type of
products. Rest friends and self-judgments too count here in the final
decision -making.
Results shows that most of the consumers will not prefer the same brand,
which they are using at present .The main reason being that they just want
to try anew brand. "This means that the consumers of today are
57
innovators i.e. they want to try the latest product with a difference and to
The results highlights that most of the respondents just shifted from one
brand to other just to try the new brand, rest respondents feel dissatisfied
with the old brand sc they shifted to new brand, other reasons like friends.
CHAPTER-6
58
RECOMMENDATIONS
RECOMENDATIONS
59
The word brand implies that a products of good quality and is known for its
durability. So the major payers of these products should make a note that
the product made for the user is not durable but also a quality product.
Branded products have their own advantage. Most of the users fell that
branded products are easy to identify and they provide legal protection to
the product so, establishing a brand name in the minds of the users is very
Often it is seen that a brand name, which is in the minds of the consumer,
big players of the branded companies should promote their products with
bother company. Though the product quality maybe of good quality but
that effort should be made to highlight the good will of the manufacturer.
Amongst the various advertising media, the study reveals that television is
60
given with in commercials break of soaps and serials, which are rated best
Free gifts, discounts are best method to promote the sale. Many
feel happy with these schemes as they get paying less, so these schemes
should continue, but keeping the brand image of the product in mind.
respondents. The reasons being the consumer wants something new and
features
BIBLIOGRAPHY
61
Chunawala S.A. (2001 ) , Product Management , Himalaya Publishing
House
Kotler, Philip ( 2000 ) , Marketing Management ( millennium Edition )
Prentice Hall of India New Delhi.
Seengupta S.( 1999 ) Brand Positioning , Tata Mc Graw Hill.
Sharma D. D. ( 2000) Marketing Research , Sultan Chand & Sons .
Philip Kotler and Waldemar Pfoertsch, B2B Brand Management, Springer,
2006.
Saturday, Nov 13, 2004, HINDU
Tuesday, Mar 06, 2007 , Business Line
Tuesday, Feb 20, 2007,Business line
APRIL 04, 2007, Economic times
26 Dec, 2006,Times of India
www.chinashoesexpo.com/en
www.mbfootwear.com/newsmbfootwear
www.indianshoebazaar.com
www.brand.com
4 P’s April 2006
Business Economy Nov.2006
Changing management trends by K.C. Aggarwal
CHAPTER-7
62
ANNEXURE
QUESTIONNAIRE
1). What does the word brand mean to you?
a. Trustworthy [ ] b Good Quality [ ]
63
c Value of Money [ ] d Distinctive Class [ ]
e Unique [ ]
6). What are the factors which influence you to opt for a particular brand?
a Price [ ]
b Ease of Purchase [ ]
c Quality [ ]
d Brand Name [ ]
e Status Symbol [ ]
f Advertising [ ]
g Good will of Company [ ]
h Gurantee/Warantee [ ]
7). Who influences your purchase decision most?
a Family [ ] b Friends [ ]
c Neighbour [ ] d Retailer [ ]
64
e Self Judgement [ ]
8). Which according to you is the most effective method of sales promotion?
a Gift [ ] b Exchange Offer [ ]
c Coupon [ ] d Discounts [ ]
e Cash Refund Schemes [ ] f Other [ ]
9). Given a choice would you switch over from your current brand to another one?
a Yes [ ] b) No [ ]
11). If your retailer runs out of your favorite brand then what will you do ?
a. Ask for another brand [ ]
b Search elsewhere [ ]
c Do without it & wait till the retailer gets it back [ ]
d Others [ ]
PERSONAL DETAILS
AGE (yrs)
< 20 yrs 21 – 30 > 30
CITY ____________________________ GENDER _____________________________
OCCUPATION
Student Business Man Service Man
FAMILY INCOME LEVEL (Rs per month):
< 10,000 10,001 – 20,000 20,001 – 30,000 > 30,0000
65
66