FIELD STUDY REPORT

On
“A study customer satisfaction towards Puma in
Lucknow City”

Towards partial fulfillment of

Bachelor of Business Administration (BBA)
School of Management, Babu Banarasi Das University, Lucknow

Submitted by
Ashutosh Mishra
BBA 3rd Semester
Roll No- 1170671092

Session 2018-2019
School of Management

Babu Banarasi Das University

Lucknow
 DECLARATION

This is to declare that I Ashutosh Mishra student of BBA, have personally

worked on the project entitled “A study customer satisfaction towards Puma

in Lucknow City”. The data mentioned in this report were obtained during

genuine work done and collected by me. The data obtained from other sources

have been duly acknowledged. The result embodied in this project has not been

submitted to any other University or Institute for the award of any degree.

Ashutosh Mishra
 ACKNOWLEDGEMENT
Gratitude is not a thing of expression; it is more a matter of feeling. There is

always a sense of gratitude which one express for others for their help and

supervision in achieving the goals. I too express my deep gratitude to each and

everyone who has been helpful to me in completing the project report

successfully. I would also like to thank Almighty God for blessing showered on

me during the completion of dissertation report. First of all, I am highly thankful

for allowing me to pursue my dissertation report on “A study customer

satisfaction towards Puma in Lucknow City”.

I give my regards and sincere thanks to Director Sir Dr. Sushil Pandey. I am

deeply gratified to Ms. Shachi Kacker for her earnest coordination and valuable

efforts. She constantly encouraged me right from the inception to final

preparation of my project. She has been a constant source of knowledge,

information, help and motivation for me through her depth knowledge and

experiences.

Last but not the least; I am hugely indebted to all the faculty members of my

institute, my family members and friends for their sincere advice & cooperation to

complete my project in efficient & effective manner.

(Ashutosh Mishra)
 TABLE OF CONTENTS

1. Introduction 1

2. Company Profile 2

3. Objectives 3

4. Research Methodology 4

5. Data Analysis 5

6. Findings 16

7. Recommendations 17

8. Conclusion 19

9. Bibliography 20

10. Annexure 21
 INTRODUCTION

Customer satisfaction is a concept that more and more companies are putting at the heart

of their strategy, but for this to be successful they’re needs to be clarity about, what

customer satisfaction means and what needs to happen to drive improvement. Without

this, there is a risk that customer satisfaction becomes little more than a good intention,

with confused objectives failing to address the real issues for customers, one helpful way

to look at the problem is to rephrase the objectives: set the sights on helping the

customers meet their goals.

Puma SE, officially branded as PUMA, is a major German multinational company that
produces athletic shoes, footwear, and other sportswear. The company was formed in
1924 as Gebrüder Dassler Schuhfabrik by Adolf and Rudolf Dassler. The relationship
between the two brothers deteriorated until the two agreed to split in 1948, forming two
separate entities, PUMA and Puma. Both companies are currently based in
Herzogenaurach, Germany.

Puma is known for its football shoes and has sponsored acclaimed footballers, including
Pelé, Eusébio, Johan Cruijff, Enzo Francescoli, Diego Maradona, Lothar Matthäus,
Kenny Dalglish,

The company offers lines of shoes and sports clothing designed by Lamine Kouyate,
Amy Garbers, and others. Since 1996 Puma has intensified its activities in the United
States. Puma owns 25% of American brand sports clothing maker Logo Athletic, which
is licensed by American professional basketball and association football leagues. Since
2007 Puma SE has been part of the French luxury group PPR.

1
 COMPANY PROFILE
THE PRODUCT:

Whatever your athletic preference, you can now purchase an extensive range of PUMA
footwear and apparel online. From running shoes to baseball cleats, eye wear to lanyards,
collegiate licensed jackets to good old fashioned cotton T-shirts, all things sport are
available at the PUMA

As A BRAND

At PUMA –you have got to be sporty. At PUMA the brand awarding is been taken rather
seriously at its headquarters. PUMA wants to bring inline skates into India.

What that kind of stuff got to do with Indian market? Yes, it won’t really be a hot seller,
but it will contribute a lot to PUMA brand image. That’s the PUMA way of doing it –
image is a critical part of branding strategy the world over.

The idea of the company is to introduce performance specific sports shoes in the Indian
market by building images around the world & at the same time create the need for these
shoes at the ground level.

PUMA 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. PUMA steps out of crease with a clear sports
positioning. PUMA will take on arch Nike with almost the same positioning. It’s working
with promising athletes to give them a taste of its products. PUMA nowadays is capturing
an attitude that is sports related.

PUMA in fact did go through a limited fashion phase. PUMA says – that you are tempted
to make quick buck but we would like to stick to the sports brand image because that
make us fashionable.

Words of G. Kannan (Director – Marketing)

2
 Objective of the Study

1. The main aim is to find out the truth, which is hidden and not
discovered yet.

2. To gain familiarity with a phenomenon.

3. To portray accurately the characteristic of an individual

4. To test a hypothesis of a causal relationship between variables.

3
 Research Methodology
Research Design: (Theory)
Research design is an overall plan or scheme prepared by the researcher for executing the
research study. It is an important stage in the process of conducting research as it
facilitates systematic work on the research project. It is necessary as it facilitates the
smooth conduct of research. Research design may be designed as the sequence of steps
taken ahead of time to ensure that relevant data will be collected in a way that permits
objective analysis of different hypothesis formulated with respect to the research
problem.

TYPE OF RESEARCH

1 Descriptive

SOURCE OF DATA COLLECTION

1. Primary Data

2. Secondary Data

Research instrument
The instrument use for data collection is structured questionnaire. Question is open and
close ended depending upon the information that needed to be elicited. I am also using
the scaling technique to assess the attitude of the customer.

Sampling
Keeping all the constrains in mind a sample size of 30 people .The sampling procedure is
systematic sampling

4
 Which Brand You Prefer

Interpretation

61% said that they have any other brand shoes, 11% said that they have Nike shoes, 10%
said that they have Adidas shoes, 8% said that they have Reebok shoes and 8% said that
they have Puma shoes.

5
Which factors influence your choice

Interpretation

50% said that they influenced by the Price, 20% said that they influenced by the Style,
10% said that they influenced by the Quality, 10% said that they influenced by the
Advertisement and 10% said that they influenced by the Any other factors.

6
 Do you have Puma shoes

Interpretation

12% said that they have puma shoes and 88% said that they don’t have puma shoes.

7
 How well you satisfied with Puma shoes

Interpretation

60% said that they have very well satisfied with puma shoes, 20% said that they have
well satisfied with puma shoes, 15% said that they have fairly well satisfied with puma
shoes and only 5% said that they have not at all satisfied with puma shoes.

8
 Does Puma company brand name reflect its product quality

Interpretation

85% said that puma brand name reflects its product quality and 15% said that they don’t
have puma shoes.

9
 Are you satisfied with the price range of preferable brand

Interpretation

95% said that they are satisfied with the price range of preferable brand and 5% said that
they are not satisfied with the price range of preferable brand.

10
 If the price of your preferred brand increase will you purchase again

Interpretation

40% said that they will purchase any other brand, 40% said that they will purchase cheap
brand and only 20% said that they will purchase the same brand.

11
 Do you think weight is a factor of choosing brand

Interpretation

95% said that weight is a factor of choosing brand and 6% said that weight is not a factor
of choosing brand.

12
Do you normally switch over brand the brand

Interpretation

70% said that they normally switch over brand and 30% said that they don’t normally
switch over brand.

13
 What kind of promotion tool you prefer

Interpretation

70% said that they prefer buy one get one free, 15% said that they prefer discount, 10%
said that they prefer lucky coupon and only 5% prefer free gift.

14
 Will you purchase another brand with same quality

Interpretation

70% said that they will purchase another brand with same quality and 30% said that they
will not purchase another brand with same quality.

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 Findings

 Do not nature and PARADIGMS because today “anything is possible”.

 Search for newer markets than expanding your customer base.

 Come out with state of the art, feature packed affordable and competitive

advantageous products.

 Set Benchmarks for growth.

 Improve up on distribution channels for viable coverage of the market.

 Wear out competition through trend setting, inimitable tactical moves based on

our infrastructure strengths.

 The strategic intent should be clear down the management.

 Work on your strengths i.e. Infrastructure, financial base, backward integration.

 POP and MERCHANDISING material should be made as per international

market.

 CORPORATE TRAINING PROGRAMMES for Development of manpower

from external faculty.

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 SUGGESTION/ RECOMMENDATION

PUMA in INDIA has always been driven by its Value-for-money strategy. The company

needs to identify critical success factory and work assiduously towards achieving it.

Measuring Intangibles & Valuing Diversity

The knowledge, worldwide experience and diversity that an PUMA employee can bring

to the table are valuable. Recently, how successful companies are in the global world is

increasingly derived from intangibles, such as these, that organizations cannot own.

PUMA is greatly affected by these external influences since indeed it is a global

company. For some it is not common knowledge that PUMA is a German company.

This is a result of good global business. PUMA has created a product that is global and

with that diversity and knowledge greatly affect the company. PUMA must be able to

easily adapt to different cultures and must be culturally aware when conducting business.

The long list of PUMA subsidiaries where it conducts business proves that PUMA is

constantly adapting to cultural changes and must be extremely diverse. Because of this

necessity, knowledge is greatly valued. Great changes occur in this industry and as a

result, new ideas, intuition and inspiration are an asset that is a necessity in this industry

and to remain a global company. Who leads this knowledge and maintains diversity are

the managers, yet they too are facing new changes.

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COMPETING IN A GLOBAL MARKET

Since acquiring their current president, Louis-Dreyfus, PUMA, a wholly owned

subsidiary, has competed with a whole new strategy. Aside from cutting the whole line

of German senior management, Louis-Dreyfus also fired management in Asia, who failed

to match competitors’ low costs in subcontracting shoemaking to local companies. While

Louis-Dreyfus fought brings down costs, he also took a gamble on the side. PUMA

began to focus on global marketing.

Turbulent is the word that aptly describes the scenario in sports industry in last two last

financial years. By frequent price cuts in market and larger than live Marketing game

plans, competition reached its new highs and lows. It is no longer sufficient to just be

competitive. A Company, which has to survive, has got to have competitive advantage.

One needs to take strategic initiative in the short run to achieve the desired “positioning”

in future. One has to foresee ‘tomorrow’.

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 Conclusions

I have so far identified the various areas on which PUMA and other major sports

companies need to improve upon to achieve the desired level of competitiveness. These

improvements would give PUMA and the other sports companies’ base to compete with

the MNCs and help the Indian companies to reduce the impact of MNCs on the Indian

Market in the future. Indian manufacturers will have to react quickly because any delay

in reacting to the threat posed by the MNCs would only give the MNCs time to establish

them in the market. With their expertise and financial capacity they would be nearly

impossible to compete with once they get a firm foothold in the market.

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 Bibliography

SECONDARY SOURCES:

www.tandberg.net

www.adic.com

www.puma.com

www.rbk.com

Kotler Philip” …………Marketing management (11 edition)

“Chabra T.N”…………..Marketing Management (4 edition)
“Gupta S.P “and “Gupta M.P” …Business statistics (5 edition).

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 Questionnaire

Q1. Which brand you prefer?

a) Nike
b) Adidas
c) Reebok
d) Puma
e) Any Other

Q2. Which factors influence your choice?

a) Price
b) Style
c) Quality
d) Advertisement
e) Any Other

Q3. Do you have Puma shoes?

a) Yes
b) No

Q4. How well you satisfied with Puma shoes?

a) Very Well
b) Well
c) Fairly Well
d) Not at all

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Q5. Does Puma company brand name reflect its product quality?
a) Yes
b) No

Q6. Are you satisfied with the price range of preferable brand?
a) Yes
b) No

Q7. If the price of your preferred brand increase will you purchase again?
a) Same brand
b) Cheap Brand
c) Any Other Brand

Q8. Do you think weight is a factor of choosing brand?

a) Yes
b) No

Q9. Do you normally switch over brand the brand?

a) Yes
b) No

Q10. What kind of promotion tool you prefer?

a) Luck Coupon
b) Free Gift
c) Discount
d) Buy One Get One Free

Q11. Will you purchase another brand with same quality?

a) Yes
b) No

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