Consumer Behavior Project on Sport Shoes

NEW DELHI INSTITUTE OF MANAGEMENT 2012

CONSUMER BEHAVIOUR PROJECT ON SPORT SHOES

NEW DELHI INSTITUTE OF MANAGEMANT

SUBMITTED TO - SUBMITTED BY-

MR. NAGRANI SIR ABHISHEK BHATTACHARYA (03)

ARUN MEWARA (299)

PANKAJ UPPADHYA (255)


INTRODUCTIONThis is a project that comes under consumer behavior. In this project we are doing a survey on sport shoes. This survey includes different brands of shoes like Nike, Adidas, Woodland, Columbus and Action. This project will define which brand is more preferable to the consumers and why.

We have divided this survey in three different segments like youth (15-25 yrs), middle age (26-45 yrs) and senior (45 yrs above).We have also considered income factor (LIG,MIG,HIG).


Why we are doing this project?

The main motive of this project is to understand the buying behavior of consumers. There are different reasons and factors behind consumer’s preference of a product. So by understanding these factors we can understand the nature of the consumers of different segments and how we can make improvement in the product so that we can have loyal consumers about sport shoes.

INDEX


CONTENT PAGE NO.

Introduction of brands -- 5-9

Objective of the survey -- 10

Executive summary -- 11-12

Research Methodology -- 13-15

Limitation --- 16

Question wise analysis -- 17-27

Conclusion --- 28

Recommendation --- 29

Annexure ---- 30

Bibliography --- 31


DIFFERENT BRANDS OF SPORT SHOES THAT WE HAVE INTRODUCED IN THIS SURVEY

NIKE -

Nike is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beavorton, Oregon, in the Portland metropolitan area. It is the world's leading supplier of athletic shoes and a major manufacturer of sports equipment.


The company was founded on January 25, 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight and officially became Nike, Inc. on May 30, 1978.

Product- Logo-

ADIDAS -

Adidas is a German sports apparel manufacturer and parent company of the Adidas Group. 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, with American rival Nike being the biggest.

Product- logo-


COLUMBUS -

Established in the year 1978, we, Columbus Marketing, are one of the eminent manufacturers, suppliers and exporters of sports shoes, school shoes, Hawaii slippers, gents sandals, men's slippers, ladies slippers.

Product- LOGO-


WOODLAND -

The brand Woodland is owned by Aero Group; the Flagship Company which began its operations in 1960’s and now has an asset base of over US$100 Million. Woodland was started in Quebec, Canada for making winter boots and entered India in 1992. Woodland was one of the brands that we launched in India from the


vast portfolio of Aero Group. When we entered India, the footwear market was largely unorganized.

Product- LOGO-

ACTION -

It is one of the leading brand in sport shoes. This company produces sport shoes for men and women also including action Hawaii shoes. Besides sports shoes the company also produces bags.


Product- Logo-

OBJECTIVE OF THE SURVEY

To know the personal views of DELHI people regarding choices among various branded sport shoes.


To study which branded sport shoes is mostly preferred by people as per their choices.

Comparison between various branded sport shoes.

Find out factor influencing the people at the time of purchasing sport shoes brand, durability, price and comfort.

EXECUTIVE SUMMARY

This project takes a look in various kinds of merchandising activities, Market share of different sports shoes, which are followed in the sports shoes industry. The two major global players i.e. Nike and Adidas dominate the sports shoes industry in India. India is one


of few battlegrounds in the world where there is neck-to-neck competition between these three.

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. Trainers went (briefly) 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 leader in sports-oriented street wear.

In the 1980s, Adidas sneakers became popular amongst teenagers and young men. The Adidas sneaker was popularized by the Run DMC song "My Adidas" and became a huge fashion trend. The tapie affair the history of the company as presented by its official website is incomplete, perhaps because it is indirectly linked to financial scandals. After a period of serious trouble. The death of Adolf Dassler's son Horst Dassler in 1987, the company was bought in 1990 by Bernard Tapie, for 1.6 bi l l ion French francs ($320 million), which Tapie borrowed. Tapie was at the time a famous specialist of rescuing bankrupt companies, a business on which he built his fortune.


RESEARCH METHODOLOGY

Research problem –

Consumer’s preference about different branded sport shoes.

Sampling plan--

Sample Methods - Random Simple Sampling.

Sample size - 60

Primary data - Questionnaire


SAMPLE

While deciding about the sample of research, it is required from the researcher’s point to pay attention to these under mentioned points:

a) Sample Units: A decision has to be taken concerning a sampling unit before selecting a sample, sampling unit may be a geographical one such as state, district, village Etc. so in this research sampling unit is DELHI NCR.

b) Source of data :Data required for the study was collected through primary sources i.e. Market Survey. The market area is DELHI. In Delhi we have covered Sarojini nagar, CR Park, NDIM College + hostel.

C) Sampling size:This refers to the no. of items to be selected from the universe to constitute a sample. This is a major problem before the researcher. The size of sample should neither be optimum. Sample size in this research is 60.


Instrument used -

The method that we have used in our survey is questionnaire. Pattern of questions that we have used in questionnaire is structured. In case of units of measurement we have used nominal, ordinal and ratio scale.

Questionnaire design:

As the questionnaire is self administrated one, the survey is kept simple and user friendly. Words used in questionnaire are readily understandable to all respondent. I have made the questionnaire in which questions are according to the research and these are convenience for the respondent.

Dependent variable --- Consumer buying behavior.

Independent variable — Age, income, brand and advertisement.


LIMITATION OF THE STUDY

A survey should involve a larger sample size otherwise the findings of the survey cannot be generalized.

But a larger sample size may increase the time and cost of collecting the primary data with the help of Questionnaire.

Many of the respondents were not willing to fill the questionnaire.

Some people were not willing to respond and few of them who responded were in hurry hence the active participation was lacking.

Another problem that we faced was that people were hesitating to give information about their views freely.


QUESTION WISE ANALYSIS “Who generally buys shoes for you”

ROLE YOUTH (%) MIDDLE AGE (%) SENIOR (%)

Yourself 60 60 35

Parents 40 05 __

Children __ __ 20

Siblings __ 30 45

Others __ 05 ___

YOUR SELF60%

PARENTS40%

ROLE (youth)

yourself60%

parents5%

siblings30%

others5%

ROLE (Middle)


yourself35%

children20%

siblings45%

Role (senior)

Comment- In case of youth, they prefer to buy shoes for themselves. Teen agers and less than teen agers depend on their parent’s .In case of middle age people; they also prefer to buy shoes for themselves. But in case of senior people they mainly depend on siblings.

“What you prefer most in choosing sport shoes”

Preferable point Youth % middle age % Senior %Style 15 20 ----Comfort 20 25 55Brand 45 30 10Price 15 05 15Durability 05 20 20


youth middle age senior0

10

20

30

40

50

60

Preference of consumers

stylecomfortbrandpricedurability

Comment-In case of youth they mainly prefer brand, while in case of middle age people they mainly prefer comfort and brand .In case of senior people they prefer comfort.


“How much would spend on a pair of sport shoes”

RS. youth% middle age% senior%500-1000 10 25 101000-2000 40 50 25 2000-3000 50 15 60

>3000 --- 10 05

500-1000 1000-2000 2000-3000 3000>

10

40

50

0

25

50

15

1010

25

60

5

Rupees spend by different segmentsyouth middle age senior

Comment-Those who comes under youth likes to spend Rs 2000-3000.In case of middle age people it is Rs 1000-2000.while in case senior people it is Rs 2000-3000.


“How often do you buy”

Duration Youth % Middle age % Senior %Occasionally 15 15 __After 6 months 15 15 05Yearly 40 25 30More than 2 yrs 30 45 65

occasionally after 6 months yearly more than 2 yr

youth 15 15 40 30

middle age 15 15 25 45

senior 0 5 30 65

10

30

50

70

90

110

130

Axis Title

Comment- Youth people like to buy shoes after 1 year. In case of middle age people it is after 2 years and same with senior people.


“What forces you to buy a new pair of shoes”

Reasons Youth % Middle age % Senior % Wedding __ 05 05Sports events 25 10 __Whenever 65 80 70Others 10 05 25

wedding sports events whenever others

youth 0 25 65 10


senior 5 0 70 25

5%15%25%35%45%55%65%75%85%95%

Reasons behind forces

Axis Title

Comment-Most of the youth people like to buy shoes in sports events. In case of middle age people they mainly prefer wedding. While senior people go for others where they mentioned need.


“Which brand do you prefer in sport shoes”

Brand Youth % Middle % Senior %

Nike 30 10 25Adidas 30 10 20Action 20 20 20Columbus 05 35 20Woodland 05 05 10Others 10 20 10

nike adidas action columbus woodland others

youth 30 30 20 5 5 10

middle age 10 10 20 35 5 20

senior 25 20 20 20 10 10

5%

15%

25%

35%

45%

55%

65%

75%

85%

95%

Brand

Comment- youth people mostly prefer Nike and Adidas.Middle age people prefer Columbus and local shoes. While senior people prefer Woodland and Nike mainly.


“Do you always prefer the same brand of shoes”

Opinion youth% middle age % senior%

Yes 80 65 75

No 20 35 25

yes no0

50

100

150

200

250

seniormiddle ageyouth

Comment- Majority of all the three segments use same kind of brand always.

“Monthly income”

Income (thousand) youth% middle age% senior%

5-20 10 25 10


21-35 15 60 10

36-50 50 15 65

>50 25 --- 15

5 to 20 21-35 36-50 >50

youth 10 15 50 25


senior 10 10 65 15

5

15

25

35

45

55

65

Monthly income

Comment-In case of youth monthly income goes to 36-50 thousands as they mainly told about parent’s income. For middle age 21-35 thousands is the inome.For senior income is 36-50 thousands.

“Which brand attracts you most by advertisement”


Brand Youth (%) Middle (%) Senior (%)Nike 30 35 30Adidas 55 40 20Action 10 05 35Columbus 05 05 10woodland --- 15 05

Nike Adidas Action Columbus woodland0

10

20

30

40

50

60

Youth (%)MiddleSenior

Comment-youth and middle age people like Adidas in case of advertisement. While senior people like action shoes advertisement.

“ What kind of advertising media would most attract your attention”

Attractive brand


Media Youth (%) Middle (%) Senior (%)

Newspaper 5 5 30Television 20 5 20Internet 40 65 35Magazine 20 15 10Others 10 10 05

Influence of media

Newspaper Television Internet Magazine Others0

10

20

30

40

50

60

70

5

20

40

20

105 5

65

1510

30

20

35

105

youth Middle Senior

Comment-youth people mainly follow internet. while in case of middle age people it is also internet. Senior people follow internet and newspapers.

CONCLUSION


After assessing the overall market scenarios what came in picture was as follows:

Consumer reactions suggest that Nike is the market leader among all its close counter parts in the sports shoe and apparel segments.

After its sponsorship to major sports events and teams like soccer in Europe and cricket in India give it an extra edge.

Adidas is chasing its position most aggressively so now it requires maintaining its position with new stuff.

28% customers are still pro Adidas believer. Nike has been the major competitor for Adidas.

RECOMENDATION


Companies like Actions, Woodland and Columbus need to improve their advertising media. They have to give more advertisement in internet as well as in magazines.

Companies have to think to retain their consumers as we have found that many consumers like to switch over from their current brand.EX- discounts for permanent customers or promotional offers.

Companies have to think about innovative kind of things, as we have found that many consumers like to find goods whenever they find a good one. EX- nokia


ANNEXTURE

1) EXCEL SHEET.2) SAMPLE QUESTIONNAIRE.


BIBLIOGRAPHY

1) WWW.WIKIPEDIA.COM2) WWW.BAMBOOWEB.COM3) WWW.GOOGLE.COM4) RESEARCH METHODOLOGY BOOK

(Dr DEPAK CHAWLA and Dr NEENA SONDHI)

Consumer Behavior Project on Sport Shoes

Documents

Transcript of Consumer Behavior Project on Sport Shoes