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A PROJECT REPORT ON
CONSUMER BEHAVIOUR
REGARDING
VARIOUS BRANDED SHOES
PANJAB UNIVERSITY CHANDIGARH Requirements for the award ofDegree of
Bachelor of Business Administration
BBA FINAL YEAR Department ! Mana"ement
#$%&'#$%(
DASMESH GIRLS COLLEGE
SUPERVISED BY) 'SUBMITTED BY)'
A**t+ Pr!+ MAMTA ARORA REETA
RANIREG NO+#$$%#$$$#&,
BBA -RD
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AC.NO/LEDGEMENT
Success is an effort bounded activity that involves co-operation of all.
I hereby take the opportunity to express my profound sense of gratitude and reverence to all
those who have helped and encouraged me towards successful completion of the Project
eport. It has been a great experience working on the concept of !CONSUMER
BEHAVIOUR REGARDING VARIOUS BRANDED SHOES. It gives me complete
insight of this concept of marketing and its application.
I would like to thank my Project "uide Asst Prof. Mamta Arorafor her immense guidance#
valuable help and the opportunity provided to me to complete the project under her guidance.
I would like to thank all faculty members of DASMESH GIRLS COLLEGEfor guiding
and supporting me in the completion of project from time to time.
$ast but not the least# my gratitude to great almighty and my parents without whose
concerned and devoted support the project would not have been the way it is today.
Reeta Rani
2!22"# B.B.A $r%
%
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&O 'HOMSOEVER I& MA( CONCERN
&his is to certify that the project report titled )Cons*mer Be+a,ior Re-ar%in- Vario*s
Bran%e% S+oescarried out by Reeta Rani'() Via/ 0*mar has been accomplished under
my guidance * supervision as a duly registered ++, student of the 'asmesh "irls
ollege#ukerian. &his project is being submitted by him in the partial fulfillment of the
re/uirements for the award of the +achelor of +usiness ,dministration from the 'asmesh
"irls ollege# hak ,lla +aksh# ukerian.
0is dissertation represents his original work and is worthy of considered for the award of the
degree of +achelor of +usiness ,dministration.
'ate
'r.2rs3.avinder hadha ,ssistant Prof. amta ,rora
Principal Project "uide
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DECLARA&ION
I Reeta Ranihereby declare that the work presented herein is genuine work done originally
by me and has not been published or submitted else for the re/uirement of the 'egree
programme. ,ny literature# data or works done by others and cited within the dissertation has
been given due acknowledgement and listed in the reference section.
Reeta Rani
2Student 5ame and Signature3
2egistration 5o.3
%661%666%7
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PREFACE
&he project study on CONSUMER BEHAVIOUR REGARDING VARIOUS BRANDED
SHOES has been conducted to observe the preferences of consumers. &his system of
education is highly appreciated as it provides the students with an opportunity to ac/uaint
them with the outside world. &he practical work helps the students to view the real business
world closely# which in turn widely influences their conception and perception.
In this project 86 respondents are selecting for knowing their perception regarding
branded shoes. 9or this purpose information is collected from some areas of Pathankot.
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INDE1
!. Introduction :-4;2. eview of literature 4
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CHAP&ER5!
E0ECUTIVE SUMMARY
:
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&his project takes a look in various kinds of erchandising activities# market share of
different shoes and various sales promotion schemes# which are followed in the shoe industry.
&he three major players i.e. eebok# 5ike and ,didas 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. &he companies claim to be in number one sport coating the data produced
by two different marketing research companies.
In the 1ed by the un ' song !y ,didas? and became a huge
fashion trend. &he &apie affair the history of the company as presented by its official web site
is incomplete# perhaps because it is indirectly linked to financial scandals. ,fter a period of
serious trouble. &he death of ,dolf 'assler@s son 0orst 'assler in 1
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also the official outfitter of the 59$ and has an exclusive deal to supply 5+, jerseys
beginning the season
eebok announced in Culy it will merge with "erman Sporting apparel company adidas-
saloman in a deal valued at D4.; billion. &he merger is expected to be completed by the first
half of %66; and will create the second-largest sporting goods company behind 5ike with
D11billion in revenues.
,didas will maintain its corporate head/uarters in "ermany and its 5orth ,merican
head/uarters in Portland# ) Paul 9ireman will remain as chief executive officer of the
eebok international ltd. ,nd will continue to lead the eebok team. eebok will continue to
operate under its name and will retain its head/uarters in anton# ,.
In fiscal %66;# eebok had net income of D1ers# 2I)&FG 3 omputer onitors and Peripherals# Power +ack Hp(Inverters#
2)G,,3 +atteries# 2SH5 I&3 0ousing Projects and 2SI +,$,CI ,&I)5 F'I,$
I5S&I&H&F3 0ealth are.
&here are different individual companies under a common umbrella# each dedicated to a
specific line of product manufacturing# procuring or other particular business activities.
PUMA at a G6an7e( PH, is one of the world@s leading sports brands# designing#
developing# selling# and marketing footwear# apparel# and accessories. 9or over =8 years#
PH, has established a history of making fast product designs for the fastest athletes on the
planet. PH, offers performance and sport-inspired lifestyle products in categories such
as 9ootball# unning#&raining#"olf# and otorsport. It engages in exciting collaborations
with renowned design brands such as ,lexander cJueen and ihara asuhiro to bring
innovative and fast designs to the sports world.
&he official PH, )nline Store offers a large selection of PH, shoes# clothing#
accessories# and e/uipment.
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PH,@s family of star players in football includes Sergio ,gKero# esc 9Lbregas# arco
eus# adamel 9alcao# )livier "iroud# ario +alotelli# and# in women@s football# +ra>ilian
powerhouse arta. PH, also sponsors a number of influential national and club teams#
including four-time world champion Italy# ,ustria# Swit>erland# Hruguay# hile# "hana#
Ivory oast# and ameroon# plus+orussia 'ortmund# 5ewcastleHnited 9# and ,rsenal
92from Culy %6173. &he PH, unning collection# notable for innovative new product like
our 9aas and obium shoes# is represented by the fastest man in the world# sprinter Hsain
+olt. 2M5uff said.3
In "olf# such game-changing athletes as ickie 9owler#Ian Poulter# $exi &hompson# "raham
'e$aet# "reg 5orman# and Nill acken>ie represent )+, PH, ")$9.
PH,@s sport-inspired lifestyle products include the PH, otorsport collection# which
features officially licensed gear from 9errari# +N otorsport# and ercedes ,"
PF&)5,S.
PH, has created famous sneaker styles such as theSuede# Fl ey# oma#
lyde# ostro#Speed at# +asket# 'isc +la>e#"O Special# and &rinomic range as well as
icons-to-be like our Sport $ite styles and# for women# our sneaker andballet flats. reative
partnerships with influential brand advocates like eek ill# Solange# and +ucky $asek
round out our lifestyle category.
&he company distributes its products in more than 1%6 countries# employs more than 16#666
people worldwide# and is head/uartered in 0er>ogenaurach# "ermany.
Li8ert/ Shoes have been fashioning footwear for well over =6 years for the style- conscious
people around the globe. urrently with an annual turnover exceeding I5.=66 crore 2H.S.
A186 million3# we figure amongst the top % manufacturers of leather footwear producing more
than 86#666 pairs a day using a capacity of more than 4 lakh s/uare feet of leather per month.0elping us dress up the feet of the fashion-driven and /uality-seeking customers in more than
%8 countries# which includes major internationa6 fas+ion %estinationslike 9rance# Italy and
"ermany# is our worldwide distribution network of 186 distributors# 766e976*si,e
s+o:roomsand more than =666 multi-brand outlets. )ur commitment to /uality is also
evidenced by our IS)
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Re% S+oeswas a hoctawchief# who traded with +ritish fur traders based in South
arolina in the 1:76s and ignited the hoctaw ivil Nar. &he 9rench countered by arranging
the assassination of ed Shoes. 0e was known in 9rench as le Soupier Rouge. 0e is also
known asRed Moccasin.
&he company has speciali>ation in leather. ,ll the footwear under this brand is of leather
material. 9ootwear range of leayan global pvt. $td was launched under the brand name of red
chief in 1
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&he company@s clothing and shoe design typically involve three parallel stripes of the same
color and the same motive is incorporated into ,didas @official logos.
HIS&OR(
&he history of ,didas is one of consistently meeting the evolving needs of the athlete.
9ocusing more on function and less on fashion# ,didas strives to provide athletes with shoes
that can make a noticeable difference in their performance. eeting athlete needs is what
makes ,didas the best. &he company ,didas was founded in the early 1
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years the company dominated the ,merican market. &he most important marketing
breakthrough was the active promotion of global sporting events# especially the )lympics.
&he connection of ,didas to the )lympics has a rich heritage. ,t the 1&er/9 5 )utdoor apparel#
climbing e/uipment# C6i7+? 5 Skateboard e/uipment# footwear and apparel# &a/6or Ma%e5
A%i%as Go6f 5 "olf e/uipment# golf apparel# golf shoes and finally# Ma9f6i 5 "olf balls# irons
and accessories.
COMPE&I&ORS;
udolf 'assler# ,die@s brother# founded a rival company# PH, the chief
competitors of ,didas are PH, and 5IGF. In ,ugust %668# the company
announced that it had made a deal to ac/uire rival FF+)G forA4.; billion. &he
ac/uit ion would increase its market share in 5orth ,merica and allow it to
further compete with 5ike. &his will propel ,didas to the number two spot in the
foot apparel market behind 5ike. ,didas@ trademark saying is Mimpossible is
nothing@.
ENHANCEMEN&
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In the 1ed by the H5 ' song !y ,didas? and
became a huge fashion trend.
,fter a period of serious trouble following the death of ,dolf 'asseler@s son 0orst
'asseler in 1
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company will now have closer business sales as those of 5ike in 5orthern ,merica.
&he ac/uisition of eebok will also allow ,didas to compete with 5ike Norldwide.
Norld cup 1
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, month after announcing the joint venture# ,didas India $td. launched its range of sports
footwear# apparel and accessories in 5ew 'elhi on 5ovember 1# 1
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,fter ac/uisition# the main challenge was to avoid the competition between the past two
rival brands# eebok# the producer of athleticsE sneaker# and ,didas. +ut
eebokEs brand managers have not only successfully done that but also they increased the
brand value of both eebok and ,didas.
A HA'0 E(E VIE'
In 1
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Products 9ootwear ,ccessories
REEBO0
IN&ODUC&ION
eebok is the world@s third-largest maker of sneakers# athletic shoes and sports apparels.
"ood are sold under the brands eebok# ockport# and "reg 5orman
ollection. eebok is also the official )utfitter of the 59$ and has an
exclusive deal to supply 5+, jerseys beginning this season.
eebok announced in Culy it will merge with "erman sporting apparel company adidas-
saloman in a deal valued at A4.; billion. &he merger is expected to be completed by the first
half of %66= and will create the second-largest sporting goods company behind 5ike
withA11billion in revenue.
,didas will maintain its corporate head/uarters in "ermany and its 5orth ,merican
head/uarters in Portland# ). Paul 9ireman will remain as hief Fxecutive officer of eebok
international $td. ,nd will continue to operate under its name and will retain its head/uarters
in canton# ,.
In fiscal %667# eebok had net income of A1
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In 1
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,t eebok# we see the world a little differently and throughout our history have made our
mark when we@ve had the courage to challenge convention. eebok creates products and
marketing programs that reflect the brand@s unlimited creative potential.
REEBO0@S POSI&IONING
Ce6e8ration In%i,i%*a6it/ in S=ort an% Life
eebok understands that people are# above all# uni/ue. eebok@s positioning reflects thisR
celebrating the distinct /ualities that make people who they are - their uni/ue points of view#
their individual style and their remarkable talents and accomplishments. eebok celebrates
their individuality# their authenticity and the courage it takes to forge their own path to
greatness. Nhile some may call them cra>y or eccentric# eebok calls them visionary and
original.
REEBO0>S PURPOSE
&o Em=o:er G6o8a6 (o*t+ to *6fi66 t+eir Potentia6
ommitment to orporate esponsibility is an important legacy and hallmark of the eebok
brand. 9or two decades# 0uman ights# through the eebok 0uman ights program# were
the primary focus of this effort. eebok has expanded on what had been built and created a
"lobal orporate iti>enship platform with a purpose for the brand that will help
underprivileged# underserved youth around the world fulfill their potential and live healthy#
active lives.
REEBO0>S BRAND &ERRI&OR(
Ha,in- *n Sta/in- in S+a=e
0aving 9un Staying in Shape comes to life through a fun# bold# provocative manner
expressed through fresh# eye catching imagery signed off with a uni/ue Eeword.E &he tone
and manner allows the consumer to look at sport and lifestyle through our lens of Eee.E
Indus tries - 9astest "row
eebok shoes Industries in India
%6
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eebok shoescompany offers a wide range of shoes# apparels and accessories and the prices
of these stuffs depend upon thedesign# comfort and material used. eebok shoes# apparels
and other accessories in India are expensive when we compare it with other brands but still
are popular and the choice of the elite class of the society. 5ow a day the shoe price
starts from s.1666 and goes up to s.18666 depending upon
the kind of shoes one is looking for. &he brand has achieved great recognition amongst
youngsters# middle aged and old people because of its comfort# fitting characteristics and
style.
&o distinguish themselves from the other brands# eebok also offers a wide range of apparels
for both men and women keeping into consideration the latest fashion# style and brand image.
&he company is manufacturing jackets# t-shirts# sweat shirts# pull over@s# tracksuits# wind
cheater etc. in different designs and colours. Prices of these apparels depend upon the /uality
and style of the product being taken. 'uring season sale the company also offers discounts on
these products.
Re7ent A7ti,ities of Ree8o
2a3 In %66
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c3 In ,pril %66; eebok launched its online store in HG and 9rance. In Canuary %66< eebok
had extended the store to "ermany# ,ustria# 5etherlands# +elgium and Ireland and had also
introduced our eebok an application to design your own eeboks.
d3 9or the %66;6< seasons# eebok created the eebok Fdge % uniform system# for5ational
0ockey $eagueEs players. &he league adopted the jersey and now all teams sport the newstyle for both their home and away jerseys.
e3 In Culy %66:# eebok launched its $ifestyle 9ootwear ollection in association with 'addy
ankeeEs new album. In 'ecember %66:# eebok launched the "),$ ollection of football
gear on the release of the Indian football movie 'han 'hana 'han "oal.
f3 In Cune %66:# eebok announced Scarlett Cohanssonon its array of brand ambassadors.
Cohansson promotes the Scarlett E0eartsE bkT collection# a Efashion-forward# athletic-inspiredE
footwear targeted at the Indian market.
NI0E
IN&ODUC&ION
5ike is a major publicly traded sportswear and e/uipment supplier based in the Hnited States.
&he company is head/uartered near +eaverton#)regon# which is part of the Portland
metropolitan area.It is the worldEs leading supplier of athletic and appareland a major
manufacturer of sports e/uipment with revenue in excess of HSA1;.= billion in its fiscal year
%66; 2ending ay 41# %66;3. ,s of %66;# it employed more than 46#666 people worldwide.
5ike and Precision ast partsare the only9ortune 866companies head/uartered in the state
of )regon# according to &he )regonian.
%%
http://en.wikipedia.org/wiki/National_Hockey_Leaguehttp://en.wikipedia.org/wiki/National_Hockey_Leaguehttp://en.wikipedia.org/wiki/National_Hockey_Leaguehttp://en.wikipedia.org/wiki/Daddy_Yankeehttp://en.wikipedia.org/wiki/Daddy_Yankeehttp://en.wikipedia.org/wiki/Daddy_Yankeehttp://en.wikipedia.org/wiki/Dhan_Dhana_Dhan_Goalhttp://en.wikipedia.org/wiki/Scarlett_Johanssonhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Beaverton,_Oregonhttp://en.wikipedia.org/wiki/Oregonhttp://en.wikipedia.org/wiki/Portland_metropolitan_areahttp://en.wikipedia.org/wiki/Portland_metropolitan_areahttp://en.wikipedia.org/wiki/Clothinghttp://en.wikipedia.org/wiki/Sports_equipmenthttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Precision_Castparts_Corp.http://en.wikipedia.org/wiki/Fortune_500http://en.wikipedia.org/wiki/The_Oregonianhttp://en.wikipedia.org/wiki/National_Hockey_Leaguehttp://en.wikipedia.org/wiki/National_Hockey_Leaguehttp://en.wikipedia.org/wiki/Daddy_Yankeehttp://en.wikipedia.org/wiki/Daddy_Yankeehttp://en.wikipedia.org/wiki/Dhan_Dhana_Dhan_Goalhttp://en.wikipedia.org/wiki/Scarlett_Johanssonhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Beaverton,_Oregonhttp://en.wikipedia.org/wiki/Oregonhttp://en.wikipedia.org/wiki/Portland_metropolitan_areahttp://en.wikipedia.org/wiki/Portland_metropolitan_areahttp://en.wikipedia.org/wiki/Clothinghttp://en.wikipedia.org/wiki/Sports_equipmenthttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Precision_Castparts_Corp.http://en.wikipedia.org/wiki/Fortune_500http://en.wikipedia.org/wiki/The_Oregonian -
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&he company was founded on Canuary %8# 1
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+y 1
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shoes# called ,ir Zoom orker# designed to be 46 lighter than their competitorsE. In %66;#
5ike introduced the ,ir Cordan YY4# a high-performance basketball shoe designed with the
environment in mind.
5ike sells an assortment of products# including shoes andapparelfor sports activities
like association football#basketball# running#combat sports#tennis# ,merican
football#athletics#golfand cross training for men# women# and children. 5ike also sells shoes
for outdoor activities such as tennis# golf# skateboarding# association
football#baseball# ,merican football# cycling#volleyball#wrestling# cheerleading# a/uatic
activities# auto racing and other athletic and recreational uses. 5ike is well known and
popular in youth culture#chavculture andhip hop cultureas they supply urban
fashionclothing. 5ike recently teamed up with ,pple Inc.to produce the5ikeUproduct
which monitors a runnerEs performance via a radio device in the shoe which links to the iPod
nano. Nhile the product generates useful statistics# it has been critici>ed by researchers who
were able to identify usersE 9I'devices from =6 feet 21; m3 away using small# concealable
intelligence motesin a wireless sensor network.
In %667# they launched the SP,J &raining Program('ivision.
Some of 5ikeEs newest shoes contain 9ly wireand $unarlite 9oam. &hese are materials used
to reduce the weight of many types of shoes.
MANUAC&URING
5ike has contracted with more than :66 shops around the world and has offices located in 78
countries outside the Hnited States ost of the factories are located in ,sia# including
Indonesia# hina# &aiwan# India# &hailand# Oietnam# Pakistan# Philippines# and alaysia 5ike
is hesitant to disclose information about the contract companies it works with. 0owever# due
to harsh criticism from some organi>ations likeorp Natch#5ike has disclosed information
about its contract factories in its orporate "overnance eport.
A Ha: E/e Vie:
&ype Public
%8
http://en.wikipedia.org/wiki/Apparelhttp://en.wikipedia.org/wiki/Football_(soccer)http://en.wikipedia.org/wiki/Basketballhttp://en.wikipedia.org/wiki/Runninghttp://en.wikipedia.org/wiki/Combat_sportshttp://en.wikipedia.org/wiki/Tennishttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/Athletics_(sport)http://en.wikipedia.org/wiki/Golfhttp://en.wikipedia.org/wiki/Cross_traininghttp://en.wikipedia.org/wiki/Skateboardinghttp://en.wikipedia.org/wiki/Association_footballhttp://en.wikipedia.org/wiki/Association_footballhttp://en.wikipedia.org/wiki/Baseballhttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/Cyclinghttp://en.wikipedia.org/wiki/Volleyballhttp://en.wikipedia.org/wiki/Wrestlinghttp://en.wikipedia.org/wiki/Cheerleadinghttp://en.wikipedia.org/wiki/Youth_culturehttp://en.wikipedia.org/wiki/Chavhttp://en.wikipedia.org/wiki/Hip_hop_culturehttp://en.wikipedia.org/wiki/Urban_fashionhttp://en.wikipedia.org/wiki/Urban_fashionhttp://en.wikipedia.org/wiki/Apple_Inc.http://en.wikipedia.org/wiki/Nike%2BiPodhttp://en.wikipedia.org/wiki/IPod_nanohttp://en.wikipedia.org/wiki/IPod_nanohttp://en.wikipedia.org/wiki/RFIDhttp://en.wikipedia.org/wiki/Crossbow_Technologyhttp://en.wikipedia.org/wiki/Wireless_sensor_networkhttp://en.wikipedia.org/wiki/Nike_SPARQhttp://en.wikipedia.org/wiki/Nike_Flywirehttp://en.wikipedia.org/wiki/CorpWatchhttp://en.wikipedia.org/wiki/Apparelhttp://en.wikipedia.org/wiki/Football_(soccer)http://en.wikipedia.org/wiki/Basketballhttp://en.wikipedia.org/wiki/Runninghttp://en.wikipedia.org/wiki/Combat_sportshttp://en.wikipedia.org/wiki/Tennishttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/Athletics_(sport)http://en.wikipedia.org/wiki/Golfhttp://en.wikipedia.org/wiki/Cross_traininghttp://en.wikipedia.org/wiki/Skateboardinghttp://en.wikipedia.org/wiki/Association_footballhttp://en.wikipedia.org/wiki/Association_footballhttp://en.wikipedia.org/wiki/Baseballhttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/Cyclinghttp://en.wikipedia.org/wiki/Volleyballhttp://en.wikipedia.org/wiki/Wrestlinghttp://en.wikipedia.org/wiki/Cheerleadinghttp://en.wikipedia.org/wiki/Youth_culturehttp://en.wikipedia.org/wiki/Chavhttp://en.wikipedia.org/wiki/Hip_hop_culturehttp://en.wikipedia.org/wiki/Urban_fashionhttp://en.wikipedia.org/wiki/Urban_fashionhttp://en.wikipedia.org/wiki/Apple_Inc.http://en.wikipedia.org/wiki/Nike%2BiPodhttp://en.wikipedia.org/wiki/IPod_nanohttp://en.wikipedia.org/wiki/IPod_nanohttp://en.wikipedia.org/wiki/RFIDhttp://en.wikipedia.org/wiki/Crossbow_Technologyhttp://en.wikipedia.org/wiki/Wireless_sensor_networkhttp://en.wikipedia.org/wiki/Nike_SPARQhttp://en.wikipedia.org/wiki/Nike_Flywirehttp://en.wikipedia.org/wiki/CorpWatch -
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&raded as 5SF 5GF
Industry lothing and Sports e/uipment
9ounded 1
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Nebsite 5ike.com
AC&ION
PROILE O &HE ORGANISA&ION
!, relentless race against time. &he burning passion to win.., strong desire to set the trends...
5o wonder
# life is all ,ction....T
Nhat one needs is a partner thatEs always on the move# that tracks your
Fvery move# just right and smartly too. ,nd thatEs 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. Hltimate in design# comfort# and fit. ,ction
shoes not only look good but also are good for your feet. Fach ,ction product is the
manifestation of our high standards of workmanship# access to latest technology. &hatEs how
,ction is synonymous with maximum /uality and performance.... and of course that essential
look. So gets into ,ction. ,nd feel free to walk on the rough roads of life. Surely youEll be the
winner.
ABOU& &HE COMPAN(;
%:
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&he ,ction group is one of the IndiaEs leading business conglomerates. &he 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 2,PI3 hemicals and
Plastici>ers# 2I)&FG 3 omputer onitors and Peripherals# Power +ack Hp(Inverters#
2)G,,3 +atteries# 2SH5 I&3 0ousing Projects and 2SI +,$,CI ,&I)5 F'I,$
I5S&I&H&F3 0ealth are.
&here are different individual companies under a common umbrella# each dedicated to a
specific line of product manufacturing# procuring or other particular business activities.
&oday the group strategy is to be competitive and to be a leader in the /uality of goods and
services provided
ABOU& COMPAN(@S 'OR0INGS
Nith over three decades of experience in footwear industry# ,ction is synonymous with
/uality shoes for the whole family-ranging from casuals to formalsR from daily wear to
sportswear and from an elegant collection for ladies to a fun range for kids.
&rue to its name ,ction is always on the move to scale newer heights in footwear designing
and manufacturing. Intensive * ' efforts and the latest technology go into the making of
,ction footwear. Ne have in house manufacturing facilities# including modern e/uipments
and machineries specially procured from different countries to manufacture footwear at par
with international class and /uality.
Fach ,ction shoe is the product of a relentless /uest for /uality# high level of workmanship
and a true commitment to customer satisfaction. ,t ,ction we strive to listen to the customers
in their local markets and identify their footwear needs and then provide products that exceed
the customerEs expectations in terms of /uality# style and value.
0ardly surprising# ,ction has carved a special niche in the Indian footwear market and in the
hearts of millions of its consumers throughout the country.
COMPAN(@S LOCA&ION;
%;
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,ction is head/uartered in 'elhi# supported by multiple manufacturing and development
units in rest of the states like - 0aryana# 0imachal Pradesh and 'aman etc. , number of its
executives are based in customer geographies with the express purpose of creating and
nurturing channel partners as well as customers relationship.
S&RA&EGIC IN&EN&
VISION
&o nurture a financially strong# growth oriented group through leadership and innovation andto widen future options by entering newly emerging industries where the potential seems
enormous. Ne as a group shall continue to seek opportunities where we can leverage our
resources.
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MISSION
,t ,ction group our mission is to work together# respecting each other# our skills and
knowledge to-
1. +uild higher /uality of products and services
%. ontinually strive to enhance customer satisfaction.
4. Improve customer retention and loyalty.
7. "ain a competitive advantage and larger market share
8. Flimination of scrap# waste# defects and errors.
=. &o create a great place to work.
:. +e welcomed in the communities in which we operate.
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VALUES
0ow we accomplish our mission is as important as the mission itself. 9undamental to the
success for the company are these basic values.
A. TeamworkB. earning and !nnovation". #nerg$ and %assion
Fmployee involvement in process improvement. Integrity and accountability.
MAR0E& POSI&IONING
,ction has consistently used T)P$F&F 9,I$ 9))&NF,T positioning and
continues to use it. &he company virtually makes shoes for the entire family- more precisely-
for everyone- for all occasions.
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DIS&RIBU&ION NE&'OR0
&o complement our philosophy of catering to every walk of life# our powerful
distribution network is mushroomed far and wide.
,ction has established a wide marketing network for distributing its products in India. &he
extensive distribution network# built over the years# is a major strength for ,ction products.
,ction products are available to consumers# even in the most remote places and in the
smallest of villages with a very meager population.
&he distribution network comprising of 'IS&I+H&)S# N0)$FS,$FS# F&,I$FS
,5' F+)Es throughout the country# ensures that the customer wherever located is served
efficiently. Ne have network of more than86#666 retail outlets all over India to sell our
footwear# which is being sold through more than866 distributors appointed by the company.
PUMA
IN&RODUC&ION
P*ma SE2officially branded as PUMA3 is a major "erman multinational company that
produces athletic and casual footwear# as well as sportswear# head/uartered
in0er>ogenaurach# +avaria#"ermany. &he company was formed in 1
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Histor/
Ba7-ro*n%
hristoph von Nilhelm 'assler was a worker in a shoe factory# while his wife Pauline ran a
small laundry in the+avariantown of0er>ogenaurach# %6 km 21%.7 mi3 from the city
of5uremberg.returned from fighting inNorld Nar I# udolf received a management
hristoph von Nilhelm 'assler was a worker in a shoe factory# while his wife Pauline ran a
small laundry in the+avariantown of0er>ogenaurach# %6 km 21%.7 mi3 from the city
of5uremberg. ,fter leaving school# their son# udolf 'assler# joined his father at the shoe
factory. Nhen he position at aporcelainfactory# and later in a leather wholesale business
in5uremberg.
udolf returned to 0er>ogenaurach in 1
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&/=e Societas Furopaea
&ra%e% as 9N+ PH
In%*str/ lothing and consumer
goodsmanufacture
o*n%e% 1
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Parent Gering
'e8site www.puma.com
LIBER&(
IN&RODUC&ION
Li8ert/ S+oes Limite%2$S$3 is an Indianshoe company# based in Garnal# 0aryana.
Fstablished in 1
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marketing its product nationally and internationally under the brand name T$I+F&T and is
well established in the national and international market. &he company has entered into an
agreement with one of the group firms (S $iberty Fnterprises for using the established
brand name T$I+F&T.
&he company has commenced its commercial production for non leather shoes on %8
'ecember 1
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Pro%*7ts 9ootwear
Parent $iberty "roup
'e8site libertyshoes.com
Man*fa7t*rin-
$ibertyEs manufacturing base includes six facilities spread across the numerous states# two
in"haraunda and $iberty Puram 20aryana3 where its primary and the largest manufacturing
units are situated# Paonta Sahib# 20imachal Pradesh3 with two units
andoorkee2Httarakhand3.&he company has avoided locations in the conventional Indian
shoe manufacturing locations such as ,gra# Ganpur# 5oida# hennai etc.
Bran%s
9) F5 oolers# 9ortune# 9orce 16# "liders and Nindsor
9) N)F5 9orce 16# "liders# Senorita and &iptopp
9) GI'S 9ootfun# 9orce 16# "liders# Prefect
S,9F& S0)FS 9reedom# Narrior and Norkman.
RED CHIE
IN&RODUC&ION
Lea/an G6o8a6 P,t. Lt%is a respected name in leather industry since 1
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unit. Nith its innovative and hardworking attempts# "0,I became a leading 9" brand
in India.
&he footwear range of $eayan "lobal Pvt. $td was launched under the brand name F'
0IF9 in 1
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CHAP&ER52
REVIE' O LI&REA&URE
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&he 'efinition onsumer-buying behavior according to Gotler 2%667# p.=613 is defined as
!&he buying behavior consumers individuals and house holds who buy goods and services
for personal consumption.? the term Mconsumer@ can be described as a person who ac/uires
goods and services for self satisfaction is often used to describe two different kinds of
consuming entities the personal consumers and the organi>ational consumers. &he personal
consumers buy goods and services for his(her own use. In this context the goods are bought
for final use by individual# who are organi>ational consumers# encompasses for profit and not
for profit business# government agencies# institutions# all of them must buy products#
e/uipment and services in order to run their organi>ation 2Gotler# %6673. Peter and )lson#
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where they buy# how they buy# how much they buy# when they buy and why do they buy a
product# for this /uestion to reorgani>e the decision different stages needed they are#
information search# and evaluation of alternatives# purchase decision and post purchase
decision etc.# &he consumer passes through all five stages with every purchase# but in 11
more routine purchases# consumers often skip or reverse some of these stages 20awkins#
oney# 1
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and will be engaged in post purchase behavior. &he satisfaction or dissatisfaction of the
purchase of a particular product depends on the relationship between the consumer
expectation and the consumer disappointment# if it meets the consumer expectations# the
consumer can get satisfied. ,nd if it exceeds he(she is delighted 2"illy and "elb# 1
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RESEARCHME&HODOLOG(
esearch 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. &he 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 re/uired# and provides
training in techni/ues for the collection of data appropriate to particular problems.
RESEARCHPROBLEMS-
onsumer@s preference about different branded and non branded shoes.
RESEARCH ME&HODOLOG(;5
Fxploratory method.
SAMPLING PLAN;5
SAMPLE ME&HODS;5
andom simple sampling
SAMPLE SIE; 5
PRIMAR( DA&A;5
Juestionnaire
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Interview
SAMPLE
Nhile deciding about the sample of research# it is re/uired from the
esearcher@s point to pay attention to these under mentioned points
a Sam=6e Units , 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 $udhiana area.
8 So*r7e of Data; 'ata re/uired for the study was collected through primary
sources i.e. market survey.
7 Sam=6in- SiFe;&his refers to the no. of items to be selected from the universe
to constitute a sample. &his is a major problem before the researcher. &he si>e of
sample should neither be excessively large not too small# it should be optimum. &his
si>e of population must be kept in view for this also limits the sample si>e. Sample
si>e in this research
% INSTRUMENTS USED
Primary data collected through sample survey from the selected elements in malls and super
markets. So for this purpose I have most popular tool of primary data collection through
direct communication with respondents. &he tools I used are /uestionnaire.
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ME&HOD O DA&A COLLEC&ION
,ctually data is of two kinds which are following-
a Primar/ Data;primary data are those# which are afresh and for the first time and this
happen to be original in character.
8 Se7on%ar/ Data; secondary data are those data which have already been collected by
someone else and which have already been used as per re/uired.
&here are basically two sources to collect secondary data
a3 Internally provided by company(organi>ation
b3 Fxternally various publication of central# state and local government.
+ooks# maga>ines# newspapers
Internet
,fter only keeping in mind one can think about what type of data has to be collected duringresearch as our research is concerned I have to gather primary data for customer preference.
RESEARCH INS&RUMEN&S;
JHFS&I)55,IF 'FSI"5
,s the /uestionnaire is self administered one# the survey is kept simple and user friendly.
Nords used in /uestionnaire are readily understandable to all respondent.
I have made the /uestionnaire in which /uestions are according to the research and these are
convenience for the respondent.
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&he research study tends to follow and achieve specific objectives.
&he objectives of this particular study are-
&o know the personal views of the people regarding various branded shoes.
&o study which branded shoe is mostly preferred by people as per their choices.
omparison between various branded shoes.
9ind out factors influencing the people at the time of purchasing shoes such as
*a6it/< D*ra8i6it/< Variet/< Pri7e< An% Use in S=ort s.
LIMI&A&IONS O &HE S&UD(
Nhile surveying I encounter with some problems like-
!. !n some of the retail showroom it is not allowed to get the questionnaire!!. &an$ of the respondents were not willing to 'll the questionnaire.!!!. (ome people were not willing to respond and few of them who responded
were in hurr$ hence the active participation was lacking.!). Due to which ! faced di*culties in collecting information+s regarding our
questionnaire.). Another prolem which ! face was that people were hesitating to give
information aout their views freel$.
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CHAP&ER5"
DA&A ANAL(SIS
AND
IN&ERPRE&A&ION
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AGE
,ge considered as an important factor which affects the buying habits of individuals like as
preferences of young persons are differ as compared to old ones.
AGE IN (EARS REUENC&O
RESPONDEN&
PERCEN&AGE O
RESPONDEN&S
18-%8 %4 7=
%=-48 %: 87
IN&ERPRE&A&ION;
,nalysis indicate that out of 86 respondents %4 persons belongs to age group between 18-%8
and another %: persons belong to age group of %=-48 years old. &eenagers like to wear sports
shoes and younger people prefer to wear formal shoes.
EDUCA&ION LEVEL O RESPONDEN&S
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Fducation greatly influenced the choice# preference and habit of a person. any living habits
learn from education. Fducation makes him aware about the running fashion.
EDUCA&ION LEVEL REUENC&O
RESPONDEN&
PERCEN&AGE O
RESPONDEN&S
H. ",'H,&F 1< 4;",'H,&F 1= 4%
P)S& ",'H,&F 8 16
,5 )&0F 16 %6
IN&ERPRE&A&ION;
Studies revealed that 4; respondents are under graduate and they prefer to wear sport
shoes. &here are 4% persons are graduate and they wear shoes according to latest fashion
and 16 respondents are post graduate and they prefer to wear formal shoes. &here are %6
respondents who belong to another field of courses.
&(PE O AMIL(
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9amily is a group comprising a husband and wife and their dependent children# constituting a
fundamental unit in the organi>ation of society.
&(PE O AMIL( REUENC( O
RESPONDEN&S
PERCEN&AGE O
RESPONDEN&5H$F, %: 87
C)I5& %4 7=
IN&ERPRE&A&ION
9amily plays an important role in decision making. 'ata consists of 87 nuclear families
where family members take their own decisions and have enough money to spend. &here are
7= respondents come from joint families and they take buying decision according to budget
of the family.
MARI&AL S&A&US
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arriage is a social union or legal contract between people that creates kinship.
MARI&AL S&A&US REUENC( O
RESPONDEN&S
PERCEN&AGE O
RESPONDEN&
,IF' 1< 4;H5,IF' 41 =%
.
IN&ERPRE&A&ION;
'ata consists of 4; married respondents who buy branded shoes after considering price and
other attributes of the product. ,nd another =% respondent takes their own decision and
they spend money according to their will.
INCOME LEVEL
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9or 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 REUENC( O
RESPONDEN&S
PERCEN&AGE O
RESPONDEN&5! ! 2
!5! !2 2"
!52 !$ 23
2ABOVE ! $
IN&ERPRE&A&ION;
'ata indicate that %6 belong to income category of s 8-16and %7 fall between s 16-18.
&here is %= fall between income categories of 18-%6. ,nd another 46 come under income
group of %6*above. $ow income group prefer to wear unbranded shoes
&(PE O SHOES LI0E &O 'EAR
&ype of shoe a customer wants to wear depends upon his choice and profession.
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&(PE O SHOES REUENC( O
RESPONDEN&
PERCEN&AGE O
RESPONDE&S
9),$ %6 76
SP)&S 17 %;
,SH,$ 1% %7
,5 )&0F 7 ;
IN&ERPRE&A&ION;
It is analy>ed that 76 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.
asual shoes are worn on special occasions.
PRESEN& CONSUMERS O BRANDED SHOES
+randed shoes represent status symbol of a person in the society.
RESPONSES REUENC( O
RESPONDEN&S
PERCEN&AGE O
RESPONDEN&S
FS 47 =;
5) 16 %6
I5'I99FF5& = 1%
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IN&ERPRE&A&ION;
&he analysis showed that =; consumers like to wear branded shoes. &here are other %6
consumers who never wear branded shoes and 1% not even conscious about branded shoes.
.
BRAND A'ERENESS O RESPONDEN&S
, consumer can buy any product only when he or she aware about the availability of that
product in the market.
BRANDS REUENC( O
RESPONDEN&S
PERCEN&AGE O
RESPONDEN&
5IGF 46 =6
,&I)5 %7 7;
,'I',S 4; :=
FF+)G 41 =%
,5 )&0F 1% %7
25)&F-vary because respondents are free to tick more than one option3
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IN&ERPRE&A&ION;
,nalysis revealed that ,didas is most popular brand among consumers so it serves :=
customers. 5IGF and FF+)G have also strong place in the market and they both fetch =6
and =% customers respectively. &here is also strong competition among them. &here are
7;of the consumers are aware about ,ction shoes.
BRAND LI0E &HE MOS&
, customer like only that brand which provide him or her more satisfaction as compared to
other brands available in the market.
BRANDS REUENC( O
RESPONDEN&
PERCEN&AGE O
RESPONDEN&S5IGF 11 %%
,&I)5 8 16
,'I',S 1< 4;
FF+)G 14 %=
,5 )&0F % 7
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IN&ERPRE&A&ION;
&he image of the brand affects the purchasing decisionR study concludes that ,didas is
popular brand among other brands and 4; respondents using it. &here are %= customers
wearing eebok shoes# %% wearing 5ike shoes and 16 wearing ,ction shoes. &here is 7
respondent wearing other shoes.
PURCHASING PLACE
Place play an important role in the marketing of products.
8:
PLACE REUENC( O
RESPONDEN&
PERCEN&AGE O
RESPONDEN&S
'FP,&F5&,$
S&)F
< 1;
)'I5, S0)N)) 1: 47
FY$HSIOF
S0)N))
%6 76
,5 )&0F 7 ;
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IN&ERPRE&A&ION;ost of the consumers prefer to buy branded shoes from exclusive showroom and their
percentage is 76 and 47 like to buy from ordinary showrooms and 1;# consumer go to
departmental stores.
ADVER&ISING MEDIA
,dvertising is the art of influencing human action to buy or possess ones product. &he term
Mmedia@ refers to the mean through which the advertising information is communicated by the
advertiser to the prospective customers.
&(PE O MEDIA REUENC( O
RESPONDEN&
PERCEN&AGE O
RESPONDEN&S
,'OF&ISFF5& 14 %=
9IF5'S < 1;
S,$FS PFS)5S 1< 4;
FY$HSIOF S0)N)) < 1;
,5 )&0F 5I$ 5I$
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IN&ERPRE&A&ION;
,nalysis revealed that 4; of the total respondents become aware about particular brands
through salespersons# %=through advertisement# 1; through friends# and another 1;
through exclusive showroom.
AEC& O ADVER&ISEMEN& ON BU(ING
DECISION
,dvertising provides maximum information about the availability of products to consumers#
so they can select appropriate products.
RESPONSES REUENC( O
RESPONDEN&
PERCEN&AGE O
RESPONDEN&S
FS 4= :%
5) 17 %;
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IN&ERPRE&A&ION;
&o measure the effective of advertisement it is necessary to know the effect of advertisement
on the consumer# as study indicates :% are those whose purchasing decision is affected by
advertisement and %;respondent@s decision is not affected by advertisement.
EEC& O 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.
RESPONSES REUENC( O
RESPONDEN&
PERCEN&AGE O
RESPONDEN&S
FS 4< :;
5) 11 %%
=6
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IN&ERPRE&A&ION;
,nalysis shows that :; respondents change their purchasing decision if there is any
increase in price and %%respondents do not change their decision even if there is any
increase in price because of brand image.
REPURCHASE PERIOD
Purchasing decision of consumer depends upon the income level of the consumer.
REPURCHASE PERIOD REUENC( O
RESPONDEN&
PERCEN&AGE O
RESPONDEN&S
)5F , 1; 4=
&NIF , 17 %;
&0IF , % 7SF,S)5,$ 1% %7
SPFI,$ ),SI)5 7 ;
=1
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IN&ERPRE&A&ION;
ost of the consumer purchase once in a year and their percentage is 4= and %; purchase
twice a year# 7thrice a year# %7 purchase seasonally and ; purchase on special
occasions.
AC&ORS AEC&ING &HE PURCHASING
DECISION
Price and /uality of the product are the main factors which affect the final decision of the
consumer.
AC&ORS LARGE
E1&EN&$
SOME
E1&EN&2
LEAS&
E1&EN&!
'EIGH&ED
AVERAGE
PIF %; 14 < %.4;
JH,$I& 78 8 - %.e in ,&I)5 for past few years.
Probably it could be because of the aggressive attention snatched by brands like 5IGF
and ,'I',S especially in India.
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elebrities also affect the sale of brand .,'I',S shoes promoted by 'avid
+eckham.
:% respondents take their buying decision after considering the advertisement of
brand.
ost of respondents prefer to purchase shoes from exclusive showrooms.
+usinessman# serviceman and professionals prefer to wear formal shoes because of
status and students like to wear only sports and casual branded shoes.
SUGGES&IONS;
'epartment stores are the prime sales and marketing channel for branded shoes. In
addition# store decorations and product displays should be designed to create a strong
first impression.
Seasonal promotion campaigns# like special discounts and advertisements# could be
employed. 5ew lines of collections should be introduced for festivals.
&he prices of branded shoes must be reduced to increase sales.
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Con76*sion
)&HE BO&&OM LINE O &HE MAR0E& RESEARCH
SPEA0S &HA& BRANDED SHOES IN INDIA HAS BEEN
INCREASING ON DA( B( DA( BASIS.
&HA& SOUNDS GOOD OR IN&ERNA&IONAL AS 'ELL
AS DOMES&IC MAR0E&
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CHAP&ER53
ANNE1URE
=
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UES&IONNAIRE
PFS)5,$ P)9I$F
I. 5,F
II. ,"F III. ,''FSS IO. &F$FP0)5F O. )HP,&I)5
OI. F'H,&I)5
Hnder "raduation "raduatePost "raduate ,ny other
OII. &PF )9 9,I$
5H$F, Coint 9amilyOIII. ,I&,$ S&,&HS
arried Hnmarried
,ny otherIY. 9,I$ I5)F 2S. Per month3
8666-16666
16666-18666
18666-%6666
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%6666 * above
1. Nhich type of shoes do you like to wear^
9ormal Sports
asual ,ny )ther
%. 'o you wear +randed Shoes^
es 5o
Indifferent
4. ,re you ,ware about the following +rands of Shoes
5ike ,didas
,ction eebok
,ny )ther
7. Nhich +rand does you like the most^
5ike ,didas
,ction eebok
,ny )ther
8. Hp to what extent do you consider following features of +rand while
purchasing^
$arge Fxtent Some Fxtent $east Fxtent
Price
Juality
Si>e
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'esign
olor
'urability
,vailability
+rand image
Special offers
=. 0ow do you get aware about this particular +rand^
,dvertisement Sales Persons
9riends Fxclusive Showrooms
,ny )ther
:. 9rom where do you like to purchase your +randed shoes
'epartmental Stores )rdinary Showrooms
Fxclusive showrooms any other
;. 'o you think advertisement effect your purchasing decision^
es 5o
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Si>e
omfort
'urability
,ny )ther
11. Nhere is any increase in price of this brand# is that
Fffect your purchase decision^
es 5o
1%. Nould you like to buy another brand if all the attributes
,re ,vailable in other brand^
es 5o
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C1apter'2
BIBLIOGRAPHY
The list of reference for the purpose of completing this marketing proect
is as given elow/
BOO.S)
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&arketing management B$/ %hilip 0otler
&arketing management B$/ ." 2andhi
3unctional management B$/ R.0.(harma
INTERNET)
www.google.com
www.wlkipedia.com
www.paradise.com
NE/SPAPER)
#conomic times
http://www.google.com/http://www.wlkipedia.com/http://www.paradise.com/http://www.google.com/http://www.wlkipedia.com/http://www.paradise.com/