CONSUMER BEHAVIOUR (SHOES)Deepak YadavSuprateek Gulia

OBJECTIVE Consumer Perception of sports Shoe Brands Buying decision making Factors influencing the Behaviour

METHODOLOGY Primary Data• Online Survey : 261 responses (52% female, 48% male)

PRIMARY DATA RESULTS https://docs.google.com/a/iimsirmaur.ac.in/forms/d/

1VaCMdTLsXPPeWLCKqLuvpH0RdU6OAMHBovXOieBxJLE/edit?ts=584631c2#responses

ASSAEL’S CLASSIFICATION OF BUYING BEHAVIOUR

Complex buying behaviour Variety seeking behaviour

Dissonance reducing behaviourEg: Sports shoes (Brand loyalty)

Habitual buying behaviour

High Involvement Low Involvement

SignificantDifference b/w brands

Few differences b/w Brands

PERCEPTUAL MAPPING Sports shoes on the following dimensions: Looks and comfort Price and quality Single dimension brand perception comparison of Nike, Puma , Adidas and

Reebok Comfort and look brand perception

looks

comfort

• shoes

Price

quality

• shoes

Comfort

looks

• NIKE

• Adidas• Puma

• Reebok

HOW DO THE CONSUMERS DECIDE? Lexicographic Decision rule:

INFERENCE

THE PECULIAR CASE OF ADIDAS AND REEBOK Compromise Effect : Reebok helps build up the perception of Adidas if we

consider it as a decoy

Nike

Adidas

Reebok

NEED AROUSAL

CONSUMER INFORMATION PROCESSING

BRANDEVALUATIONPURCHASE

POSTPURCHASE EVALUATION

A Basic Model of Complex Decision Making

COMPLEX DECISION MAKING

INSIGHTS High involvement Cosumers use Lexicograhic rule Offline purchase still the preferred mode Advertisements have little effect Trying is believing Purchase cycle is 6-12 months primarily

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