A STUDY ON CONSUMER’S PREFERENCE OF BRANDED

SHOES

Project Report submitted to

The Department of Management Studies
in partial fulfillment of the requirements for the award of the degree
Master of Business Administration

PRANAM VENKETESH
PRK18MS1026

Under the guidance of

DR. R.AMUDHA

Karunya Institute of Technology and Sciences

[Declared as a Deemed University under sec.3 of the UGC Act, 1956]

April 2020

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 CERTIFICATE

This is to certify that the project report entitled ‘ ------------------------------------’ is a bonafide

record of work done by --------------(name of student) (Reg.no_________) under my supervision
and submitted in partial fulfillment for the award of the degree of Master of Business
Administration of Karunya Institute of Technology and Sciences.

Place:
Date: Research Supervisor

External Examiner Internal Examiner

Head of the Department

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 DECLARATION

I, ---------------hereby declare that the project report entitled ‘------------------------------’ is a

bonafide record of the original research work carried out by me in the department of
Management studies, Karunya Institute of Technology and Sciences and that it has not been
submitted earlier elsewhere for the award of any Degree, Diploma or Fellowship.

 I understand that KITS shall hold the copyrights of all these projects / dissertations
submitted to the University.

 I will republish the entire thesis / extracts of the report only with the permission of LITS
and I am liable to pay 40% of royalty to KITS.

 If I engage in documenting any research findings with an intention of publishing it for

commercial purpose, I shall obtain a NOC from the office of the registrar prior to
engaging in such activities.

Place:
Date: Signature of the Candidate

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Introduction

Marketing is the process of satisfying the needs and wants of the consumers.
Management of marketing activities is Marketing Management. Management Guru Philip Kotler
defines marketing as “Marketing Management is the analysis, planning, implementation and
control of programs designed to bring about the desired exchanges with target audiences for the
purpose of personal and mutual gain. It relies heavily on adoption and coordination of the
product, price, promotion and place for achieving response”: In other words, a business
discipline, which is focused on the practical application of marketing techniques and the
management of a firm’s marketing resources and activities, is Marketing Management.
Marketing Management focuses upon the psychological and physical factors of Marketing. The
Marketing managers are responsible for influencing the level, timing, and composition of
customer demand accepted definition of the term. While the psychological factors focus upon
discovering the needs and wants of the consumer and the changing patterns of buying behavior,
habit etc. the physical factors focus upon fulfilling those needs and demands buy better product
design, channel of distribution and other functions. In summary, Marketing in action is
marketing Management. Marketing Management has the responsibility of to perform many
functions in the field of marketing such as planning, organizing, directing, motivating,
coordinating and controlling. All these function aim to archive the marketing goals. .

An actual or nominal place where forces of demand and supply operate, and where
buyers and sellers interact (directly or through intermediaries) to trade goods, services, or
contracts or instruments, for money or barter.

Markets include mechanisms or means for

(1) Determining price of the traded item,
(2) Communicating the price information,
(3) Facilitating deals and transactions,
(4) Effecting distribution.

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The market for a particular item is made up of existing and potential customers who need it and
have the ability and willingness to pay for it.

The management process through which goods and services move from concept to
the customer. It includes the coordination of four elements called the 4 P's of marketing:
(1) Identification, selection and development of a product,
(2) Determination of its price,
(3) Selection of a distribution channel to reach the customer's place, and
(4) Development and implementation of a promotional strategy.

For example, new Apple products are developed to include improved applications and systems,
are set at different prices depending on how much capability the customer desires, and are sold in
places where other Apple products are sold.
In order to promote the device, the company featured its debut at tech events and is highly
advertised on the web and on television. 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.
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.

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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 official outfitter of the NFL.
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.
 

OBJECTIVES OF STUDY

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 Sport s.

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METHODOLOGY OF THE STUDY

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.

SAMPLE METHODS:-

Random simple sampling

SAMPLE SIZE: - 45

Actually data is of two kinds which are following-

I. Primary Data:
Primary data are those, which are afresh and for the first time and this happen to be
original in character.
II. Secondary Data: secondary data are those data which have already been collected by someone
else and which have already been used as per required.

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COMPANY PROFILE

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.

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

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Rudolph founded Puma.

.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. 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.

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 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 branded the company
over the world.
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.

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 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.

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 In fiscal 2004, Reebok had net income of $192.4 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
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.

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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.

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 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.'

NIKE

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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.

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 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

13
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.

He 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.

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.

ACTION

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 “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 is 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 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.

15
 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 provided

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
equipment’s 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:
  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.

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 DATA ANALYSISAND INTERPRETATION
TABLE 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) FREQUENCT OF PERCENTAGE OF

RESPONDENT RESPONDENTS
15-25 21 46
26-35 24 54
Total 45 100

AGE OF RESPONDENT

54%
%OF RESPONDENT

52%

50%
54%
48%
15-25
46%
46%
44%

42%
15-25 26-35

AGE

INTERPRETATION: Analysis indicate that out of 50 respondents 23 persons belongs to age

group between 15-25 and another 27 persons belong to age group of 26-35 years old. Teenagers
like to wear sports shoes and younger people prefer to wear formal shoes.

TABLE 2:-

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

EDUCATION LEVEL FREQUENCT OF PERCENTAGE OF

RESPONDENT RESPONDENTS
U. GRADUATE 17 38
GRADUATE 14 32
POST GRADUATE 5 10
ANY OTHER 9 20
Total 45 100

40% EDUCATION LEVEL

35%
30%
25%
% OF RESPONDENT

20% 38%
15% 32%
Series 3
10% 20%
5% 10%
0%
TE E .. ER
AT D.
UA U RA TH
A D AD TG Y O
GR GREDUCATION S AN
U. PO LEVEL

INTERPRETATION: Studies revealed that 38% respondents are under graduate and they prefer
to wear sport shoes. There are 32% persons are graduate and they wear shoes according to latest
fashion and 10% respondents are post graduate and they prefer to wear formal shoes. There are
20% respondents who belong to another field of courses.

TABLE 3:-
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.

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 TYPE OF FAMILY FREQUENCY OF PERCENTAGE OF
RESPONDENTS RESPONDENT
NUCLEAR 24 54
JOINT 21 46
Total 45 100

TYPE OF FAMILY

54%

52%

50%
54%
48%
Colu
NT
mn1
46%
POD
NE

46%
OR
FES

44%
%

42%
NUCLEAR JOINT

TYPE OF FAMILY

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.
TABLE 4:-
MARITAL STATUS
Marriage is a social union or legal contract between people that creates kinship.

MARITAL STATUS FREQUENCY OF PERCENTAGE OF

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 RESPONDENTS RESPONDENT
MARRIED 17 38
UNMARRIED 28 62
Total 45 100

MARITAL STATUS
70%
60%
% OF RESPONDENT

62%
50%
40%
38%
30%
married
20%
10%
0%
MARRIED UNMARRIED

MARITAL STATUS

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.

TABLE 5:-
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

20
 RESPONDENTS RESPONDENT
5-10 9 20
10-15 10 24
15-20 11 26
20&ABOVE 15 30
Total 45 100

FAMILY INCOME
% OF RESPONDENT

30%
25%
20% 30%
24% 26% Column1
15% 20%
10%
5%
0%
5000-10000 10000-15000 15000-20000 20&ABOVE

INCOME LEVEL

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

TABLE 6:-
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

RESPONDENT OF RESPONDETS
FORMAL 18 40
SPORTS 12 28
CASUAL 11 24

21
 ANY OTHER 3 8
Total 45 100

45

40

35

30

25

20

15

10

0
FORMAL SPORTS CASUAL ANY OTHER

INTERPRETATION: It is analyzed that 40% peoples prefer to wear formal shoes and these
shoes are mostly referred by businessmen and professionals.
Sports shoes are first preferred by young hunks, sportsmen and college going students.
Casual shoes are worn on special occasions.

TABLE 7:-
PRESENT CONSUMERS OF BRANDED SHOES
Branded shoes represent status symbol of a person in the society.

RESPONSES FREQUENCY OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
YES 31 68
NO 9 20
INDIFFERENT 5 12
Total 45 100

22
 present consumers of branded shoes
80%

70%

60%

50%
%of respondents

40%

68%
30%

20%

10% 20%
12%

0%
yes no indifferent

Responses

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. .

23
TABLE 8:-
BRAND AWERENESS OF RESPONDENTS

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 9 20
ACTION 7 16
ADIDAS 11 25
REEBOK 9 21
ANY OTHER 9 18
Total 45 100

30

25

20

15

10

0
NIKE ACTION ADIDAS REEBOK ANY OTHER

INTERPRETATION: Analysis revealed that Adidas is most popular brand among consumers so
it serves 76% customers. NIKE and REEBOK have also strong place in the market and they both
fetch 60% and 62% customers respectively. There is also strong competition among them. There
are 48%of the consumers are aware about Action shoes.

24
TABLE 9:-
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.

BRANDS FREQUENCY OF PERCENTAGE OF

RESPONDENT RESPONDENTS
NIKE 10 22
ACTION 4 10
ADIDAS 17 38
REEBOK 12 26
ANY OTHER 2 4
Total 45 100

Brand like the most

40%
%of respondent

30%
20% 38%
22% 26% % OF RESPONDENT
10%
10%
0% 4%

Name of brand

INTERPRETATION: 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.

TABLE 10:-
PURCHASING PLACE

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Place play an important role in the marketing of products.
PLACE FREQUENCY OF PERCENTAGE OF
RESPONDENT RESPONDENTS
DEPARTMENTAL 8 18
STORE
ORDINARY 15 34
SHOWROOM
EXCLUSIVE 18 40
SHOWROOM
ANY OTHER 4 8

Total 45 100

45%
40% purchasing place
40%
34%
% of respondent

35%
30%
25%
20% 18%
15%
10% 8%
5%
0%
D. STORE O.SHOWROOM EX. SHOWROOM ANY OTHER

place

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.

TABLE 11:-
ADVERTISING MEDIA

26
 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 12 26
FRIENDS 8 18
SALES PERSONS 17 38
EXCLUSIVE SHOWROOM 8 18
ANY OTHER NIL NIL
Total 45 100

40
35
30
25
20
15
10
5
0
T DS S M
EN EN ON O
EM
FR
I RS RO
TIS PE W
VE
R
LE
S
SHO
AD SA E
SIV
C LU
EX

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.

TABLE 12:-
AFFECT OF ADVERTISEMENT ON BUYING DECISION

27
 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 32 72
NO 13 28
Total 45 100

80% Affect of advertisement

70%
%of respondents

60%
50%
40% 72%

30%
20% 28%
10%
0%
YES NO
Responses

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.

TABLE 13:-
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.

28
 RESPONSES FREQUENCY OF PERCENTAGE OF
RESPONDENT RESPONDENTS
YES 35 78
NO 10 22
Total 45 100

90

80

70

60

50

40

30

20

10

0
YES NO

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.

TABLE 14:-
REPURCHASE PERIOD
Purchasing decision of consumer depends upon the income level of the consumer.

REPURCHASE PERIOD FREQUENCY OF PERCENTAGE OF

RESPONDENT RESPONDENTS

29
 ONCE A YR 16 36
TWICE A YR 13 28
THRICE A YR 2 4
SEASONAL 11 24
SPECIAL OCCASION 3 8
Total 45 100

40% purchasing behaviour

35%
30%
25%
%of respondents

20%
36%
15% 28%
24% Column1
10%
5% 8%
4%
0%
YR YR YR AL N
A EA EA O N SIO
NCE IC IC A S CA
O TW TH
R SE L OC
IA
P EC
S
Period

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.

FINDINGS
 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.
 60% Customers are still pro NIKE believer.

30
 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 .ADIDAS shoes promoted by David Beckham.
 72% respondents take their buying decision after considering the advertisement of brand.
 Most of respondents prefer to purchase shoes from exclusive showrooms.

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

31
 QUESTIONNAIRE

PERSONAL PROFILE
I. NAME :
II. AGE :
III. ADDRESS :

IV. TELEPHONE :
V. OCCUPATION :

VI. EDUCATION

Ο Under Graduation Ο Graduate

Ο Post Graduate Ο Any other

VII. TYPE OF FAMILY

Ο NUCLEAR Ο Joint Family

VIII. MARITAL STATUS

Ο Married Ο Unmarried
32
 Ο Any other

IX. FAMILY INCOME (RS. Per month)

Ο 5000-10000 Ο 10000-15000
Ο 15000-20000 Ο 20000 & above
1. Which type of shoes do you like to wear?

Ο Formal Ο Sports

Ο Casual Ο Any Other

2. Do you wear Branded Shoes?

Ο Yes Ο No

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

Ο Nike Ο Adidas
Ο Action Ο Reebok
Ο Any Other

4. Which Brand does you like the most?

Ο Nike Ο Adidas
Ο Action Ο Reebok
Ο Any Other
33
5. How do you get aware about this particular Brand?

Ο Advertisement Ο Sales Persons

Ο Friends Ο Exclusive Showrooms
Ο Any Other
6. From where do you like to purchase your Branded shoes?

Ο Departmental Stores Ο Ordinary Showrooms

Ο Exclusive showrooms Ο any other

7. Do you think advertisement effect your purchasing decision?

Ο Yes Ο No
8. How often do you buy branded shoes?

Ο Once a Year Ο Twice a Year

Ο Thrice a Year Ο Seasonally
Ο Special occasion Ο any other

9. When there is any increase in the price of this brand will that Effect your purchase decision?

Ο Yes Ο No
Ο Indifferent

10. Would you like to buy another brand if all the attributes
Are Available in other brand?

34
 Ο Yes Ο No

BIBLIOGRAPHY
The list of reference for the purpose of completing this marketing project is as given below:
BOOKS:
Marketing management By: Philip Kotler

Marketing management By: J.C Gandhi

Functional management By: R.K.Sharma

WEB REFERENCES

www.google.com

www.wlkipedia.com

www.paradise.com

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NEWSPAPER:

Economic times

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