RESEARCH REPORT ON

THE STUDY OF CONSUMER PEREFERENCES TOWARDS DIFFERENT

BRANDS OF SHOES
BACHELOR OF MANAGEMENT STUDIES SEMESTER V
2017-2018
SUBMITTED

IN PARTIAL FULLFILLMENT OF REQUIREMENT FOR THE AWARD OF

DEGREE OF BACHELOR OF MANAGEMENT STUDIES

GUIDED BY: SACHIN ACHAREKAR

BY:

NIRALI RAJPUT
SEAT NO – 17-8873
K.J.SOMAIYA COLLEGE OF SCIENCE & COMMERCE RE-
ACCREDITED “A”GRADE BY NAAC (AUTONOMOUS).
VIDYANAGAR, VIDYAVIHAR (E).

UNIVERSITY OF MUMBAI
2017-2018
 K.J.SOMAIYA COLLEGE OF SCIENCE AND COMMERCE
Re-accredited by NAAC “A” (Autonomous)
(VIDYANAGAR, VIDYAVIHAR, MUMBAI – 400 077)
(Affiliated by University of Mumbai)

BACHELOR OF MANAGEMENT STUDIES

CERTIFICATE

This is to certify that NIRALI RAJPUT SEAT No. 17-8873 has satisfactorily carried out the
research work on the topic “A STUDY OF CONSUMER PREFERNCES TOWARDS
DIFFERENT BRANDS OF SHOES”
for the V Semester of T.Y.B.M.S., in the academic year 2017-2018.

Place:-Vidyavihar (Mumbai)
Date:-

Signature of Project Guide Signature of Course Incharge Signature of Principal

Signature of Examiner BMS Coordinator

 CERTIFICATE

I, SACHIN ACHAREKAR hereby certify that Ms. NIRALI RAJPUT of T.Y.B.M.S

(Semester .V ) SEAT No 17-8773 has completed research report on “A STUDY OF
CONSUMER PREFERNCES TOWARDS DIFFERENT BRANDS OF SHOES” in the
academic year 2017-2018. The information submitted is true and original to the best of my
knowledge.

Place: Vidyavihar (Mumbai)

Date:

Signature of Project Guide

(SACHINACHAREKAR)
 DECLARATION

I, MS. NIRALI RAJPUT student of T.Y.B.M.S semester V (2017-2018) hereby declare that
I have completed the research on “A STUDY OF CONSUMER PREFERNCES TOWARDS
DIFFERENT BRANDS OF SHOES”. I further declare that the information imparted is true
and fair to the best of my knowledge.

SIGNATURE

(Ms. NIRALI RAJPUT)

SEAT NO. 17-8873
 ACKNOWLEDGEMENT

I hereby express my heartiest thanks to all sources who have contributed to the making
of this project. I oblige thanks to all those who have supported, provided their valuable
guidance and helped for the accomplishment of this project. I also extent my hearty thanks to
my family, friends, college teachers and all the well wishers.
I also would like to thank my project guide SACHIN ACHAREKAR for his guidance and
timely suggestion and the information provided by her on this particular topic.

It is a matter of utmost pleasure to express my indebt and deep sense of gratitude to various
person who extended their maximum help to supply the necessary information for the present
thesis, which became available on account of the most selfless cooperation.

I would also like to thank the respondents (customers) for providing proper feedback that
helped me analysis my project report even better.
Lastly, I would like to thank my friends for helping me throughout the project.

Above all I sincerely thank the UNIVERSITY OF MUMBAI for which this project is given
consideration and was done with utmost seriousness.
INDEX
 CHAPTER I: INTRODUCTION

CONSUMER PREFERENCES

The underlying foundation of demand, therefore, is a model of how consumers behave.

The individual consumer has a set of preferences and values whose determination are outside the
realm of economics. They are no doubt dependent upon culture, education, and individual tastes,
among a plethora of other factors. The measure of these values in this model for a particular
good is in terms of the real opportunity cost to the consumer who purchases and consumes the
good. If an individual purchases a particular good, then the opportunity cost of that purchase is
the forgone goods the consumer could have bought instead.
We develop a model in which we map or graphically derive consumer preferences. These
are measured in terms of the level of satisfaction the consumer obtains from consuming various
combinations or bundles of goods. The consumer’s objective is to choose the bundle of goods
which provides the greatest level of satisfaction as they the consumer define it. But consumers
are very much constrained in their choices. These constraints are defined by the consumer’s
income, and the prices the consumer pays for the goods. We will formally present the model of
consumer choice. As we go along, we will establish a vocabulary in order to explain the model.
Development of the model will be in three stages. After a formal statement of the consumer’s
objectives, we will map the consumer’s preferences. Secondly, we present the consumer’s
budget constraint; and lastly, combine the two in order to examine the consumer’s choices of
goods.
 CONSUMER BEHAVIOR
Meaning and Definition:

Consumer behaviour is the study of how individual customers, groups or organizations select,
buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the
actions of the consumers in the marketplace and the underlying motives for those actions.

Marketers expect that by understanding what causes the consumers to buy particular goods and
services, they will be able to determine—which products are needed in the marketplace, which
are obsolete, and how best to present the goods to the consumer.

Some selected definitions of consumer behaviour are as follows:

1. According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions and
decision processes of people who purchase goods and services for personal
consumption’.

2. According to Louden and Bitta, ‘consumer behaviour is the decision process and physical
activity, which individuals engage in when evaluating, acquiring, using or disposing of
goods and services’.
 BRAND PREFERNCE

Brand preference is strongly linked to brand choice that can influence the consumer
decision making and activate brand purchase. "Brand Preferences can be defined as the
subjective, conscious and behavioural tendencies which influence consumer’s predisposition
toward a brand". Understanding the brand preferences of consumers’ will dictate the most
suitable and successful Marketing Strategies .One of the indicators of the strength of a brand in
the hearts and minds of customers, brand preference represents which brands are preferred
under assumptions of equality in price and availability.
Measures of brand preference attempt to quantify the impact of marketing activities in the
hearts and minds of customers and potential customers. Higher brand preference usually
indicates more revenues (sales) and profit, also making it an indicator of company financial
performance.

INTRODUCTION TO SHOES:
A shoe is an item of footwear intended to protect and comfort the human foot while the
wearer is doing various activities. Shoes are also used as an item of decoration and fashion. The
design of shoes has varied enormously through time and from culture to culture, with appearance
originally being tied to function. Additionally, fashion has often dictated many design elements,
such as whether shoes have very high heels or flat ones. Contemporary footwear in the 2010s
varies widely in style, complexity and cost. Basic sandals may consist of only a thin sole and
simple strap and be sold for a low cost. High fashion shoes made by famous designers may be
made of expensive materials, use complex construction and sell for hundreds or even thousands
of dollars a pair. Some shoes are designed for specific purposes, such as boots designed
specifically for mountaineering or skiing.
Traditionally, shoes have been made from leather, wood or canvas, but in the 2010s, they
are increasingly made from rubber, plastics, and other petrochemical-derived materials. Though
the human foot is adapted to varied terrain and climate conditions, it is still vulnerable to
environmental hazards such as sharp rocks and hot ground, which shoes protect against. Some
shoes are worn as safety equipment, such as steel-soled boots which are required on construction
sites.
 TYPES OF SHOES:

There are a wide variety of different types of shoes. Most types of shoes are designed for specific
activities. For example, boots are typically designed for work or heavy outdoor use. Athletic
shoes are designed for particular sports such as running, walking, or other sports. Some shoes are
designed to be worn at more formal occasions, and others are designed for casual wear. There are
also a wide variety of shoes designed for different types of dancing. Orthopedic shoes are special
types of footwear designed for individuals with particular foot problems or special needs. Other
animals, such as dogs and horses, may also wear special shoes to protect their feet as well.

Depending on the activity for which they are designed, some types of footwear may fit into
multiple categories. For example, Cowboy boots are considered boots, but may also be worn in
more formal occasions and used as dress shoes. Hiking boots incorporate many of the protective
features of boots, but also provide the extra flexibility and comfort of many athletic shoes. Flip-
flops are considered casual footwear, but have also been worn in formal occasions, such as visits
to the White House.

For the study of the project, I have selected four major brands of shoes – Nike, Puma, Reebok,
Adidas and have conducted a survey on consumer preferences as well as consumer behavior
towards these brands and their popularity among various age groups of people.

1.1 NIKE:

Nike, Inc. is an American multinational corporation that is engaged in the design,

development, manufacturing, and worldwide marketing and sales of footwear, apparel,
equipment, accessories, and services. The company is headquartered near Beaverton, Oregon, in
the Portland metropolitan area. It is one of the world's largest suppliers of athletic
shoes and apparel] and a major manufacturer of sports equipment, with revenue in excess of
US$24.1 billion in its fiscal year 2012 . As of 2012, it employed more than 44,000 people
worldwide. In 2014 the brand alone was valued at $19 billion, making it the most valuable brand
among sports businesses.
The company was founded on January 25, 1964, as Blue Ribbon Sports, by Bill
Bowerman and Phil Knight,and officially became Nike, Inc. on May 30, 1971. 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 Blazers, Air Force 1, Nike
Dunk, Air Max, Foamposite, Nike Skateboarding, and subsidiaries including Brand
Jordan, Hurley International and Converse. Nike also owned Bauer Hockey (later renamed Nike
Bauer) between 1995 and 2008, and previously owned Cole Haan and Umbro.[8] 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.

Headquarters

Nike's world headquarters are surrounded by the city of Beaverton but are within
unincorporated Washington County. The city attempted to forcibly annex Nike's headquarters,
which led to a lawsuit by Nike, and lobbying by the company that ultimately ended in Oregon
Senate Bill 887 of 2005. Under that bill's terms, Beaverton is specifically barred from forcibly
annexing the land that Nike and Columbia Sportswear occupy in Washington County for 35
years, while Electro Scientific Industries and Tektronix receive the same protection for 30 years.
Nike is planning to build a 3.2 million square foot expansion to its World Headquarters in
Beaverton. The design will target LEED Platinum certification and will be highlighted by natural
daylight, and a gray water treatment center.

NIKE LOGO AND ITS MEANING:

The Nike logo, known as the ‘Swoosh,’ is formed by two simple curved lines. It’s just
about the simplest logo imaginable, and yet it carries with it billions of dollars worth of
accumulated branding and marketing associations. So what does it mean?

At its most fundamental level, the Swoosh represents motion and speed. The shape
depicts an arc of movement. The word ‘swoosh’ is onomatopoeia for the sound you’d hear as
Lebron James or Michael Jordan zips past you en route to a spectacular dunk. In Greek
mythology, Nike is the Winged Goddess of Victory. The mythological associations for the brand
Nike are flight, victory, and speed. The goddess Nike had the power to fly – and so did Michael
Jordan. His signature shoes included the Jordan Flight and the Air Jordans. His most famous
Nike poster was known as the ‘Wings’ poster.
 The shoes manufactured by Nike come in various attractive colors and sizes. The colorful
aspect and the trendy designs makes it a popular choice among teenagers as well as adults and
the variety in the sizes makes it a more plausible option for everyone to choose from. The prices
of the product vary on the basis of the durability, comfortatability, and budget ranges of all
income groups of the society.

PUNCH LINE FOR NIKE:

Just Do It (stylized as JUST DO IT.) is a trademark of shoe company Nike, and one of
the core components of Nike's brand. The slogan was coined in 1988 at an advertising agency
meeting. The founder of Wieden + Kennedy agency, Dan Wieden credits the inspiration for his
"Just Do It" Nike slogan to Gary Gilmore’s last words: "Let's do it." The "Just Do It" campaign
allowed Nike to further increase its share of the North American domestic sport-shoe business
from 18% to 43%, (from $877 million to $9.2 billion in worldwide sales) from 1988 to 1998. In
many Nike-related situations, "Just Do It" appears alongside the Nike logo.

HISTORY OF NIKE:

Nike, originally known as Blue Ribbon Sports (BRS), was founded by University of Oregon
track athlete Phil 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.
In 1964, in its first year in business, BRS sold 1,300 pairs of Japanese running shoes grossing
$8,000. By 1965 the fledgling company had acquired a full-time employee, and sales had
reached $20,000. In 1966, BRS opened its first retail store, located at 3107 Pico Boulevard in
Santa Monica, California next to a beauty salon, so its employees no longer needed to sell
inventory from the back of their cars. In 1967, due to rapidly increasing sales, BRS expanded
retail and distribution operations on the East Coast, in Wellesley, Massachusetts.

By 1971, the relationship between BRS and Onitsuka Tiger was nearing an end. BRS prepared to
launch its own line of footwear, which would bear the Swoosh newly designed 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.

In 1976, the company hired John Brown and Partners, based in Seattle, as its first advertising
agency. The following year, the agency created the first "brand ad" for Nike, called "There is no
finish line", in which no Nike product was shown. By 1980, Nike had attained a 50% market
share in the U.S. athletic shoe market, and the company went public in December of that year.

Together, Nike and Wieden+Kennedy have created many print and television advertisements,
and Wieden+Kennedy remains Nike's primary ad agency. It was agency co-founder Dan Wieden
who coined the now-famous slogan "Just Do It" for a 1988 Nike ad campaign, which was chosen
by Advertising Age as one of the top five ad slogans of the 20th century and enshrined in the
Smithsonian Institution. Walt Stack was featured in Nike's first "Just Do It" advertisement,
which debuted on July 1, 1988. Wieden credits the inspiration for the slogan to "Let's do it", the
last words spoken by Gary Gilmore before he was executed.

Throughout the 1980s, Nike expanded its product line to encompass many sports and regions
throughout the world. In 1990, Nike moved into its eight-building World Headquarters campus
in Beaverton, Oregon. The first Nike retail store, dubbed Niketown, opened in downtown
Portland in November of that year.

Phil Knight announced in mid-2015 that he is planning to step down as chairman of Nike in
2016.

SPONSORSHIP:

Nike pays top athletes in many sports to use their products and promote and advertise
their technology and design.
Nike's first professional athlete endorser was Romanian tennis player Ilie Năstase. The
first track endorser was distance runner Steve Prefontaine. Prefontaine was the prized pupil of
the company's co-founder, Bill Bowerman, while he coached at the University of Oregon. Today,
the Steve Prefontaine Building is named in his honor at Nike's corporate headquarters.
Nike has also sponsored many other successful track and field athletes over the years,
such as Carl Lewis, Jackie Joyner-Kersee and Sebastian Coe. The signing of basketball
player Michael Jordan in 1984, with his subsequent promotion of Nike over the course of his
career, with Spike Lee as Mars Blackmon, proved to be one of the biggest boosts to Nike's
publicity and sales.
Nike has been the official kit sponsor for the Indian cricket team since 2005.
Nike is a major sponsor of the athletic programs at Penn State University and named its
first child care facility after Joe Paterno when it opened in 1990 at the company's headquarters.
Nike originally announced it would not remove Paterno's name from the building in the wake of
the Penn State sex abuse scandal. After the Freeh Report was released on July 12, 2012, Nike
CEO Mark Parker announced the name Joe Paterno would be removed immediately from the
child development center. A new name has yet to be announced.
Nike also sponsored association football players such as Ronaldinho, Cristiano Ronaldo,
Drogba Didler, Neymar, Thierry Henry, Wayne Rooney, Francesco Totti and others.
January 2013, Nike signed Rory McIlroy, the then No 1 golfer in the world to a 10-year
sponsorship deal worth $250 million. The deal includes using Nike's range of golf clubs, a
move Nick Faldo previously described as "dangerous" for McIlroy's game.
On February 21, 2013, Nike announced it suspended its contract with South African
athlete Oscar Pistorius, due to his being charged with premeditated murder.
In August 2014, Nike announced that they will not renew their kit supply deal with
Manchester United after the 2014–15 season, citing rising costs.Since the start of the 2015–16
season, Adidas has manufactured Manchester United's kit as part of a world-record 10-year deal
worth a minimum of £750 million.
Nike is currently sponsoring a group of long-distance runners in an attempt to run a sub-
two hour 26.2 mile marathon. The current world record is 2:02:57. Nike is putting together a
team of “designers, scientists, coaches, and statisticians” with the goal of having one or more
runners break the record by 3 percent in the spring of 2017.
RONALDINHO
1.2 REEBOK:

Reebok is an English born – American born athletic footwear and apparel company, operating as
a subsidiary of Adidas since 2005. Reebok produces and distributes fitness, running and cross fit
sports wear including clothing and footwear.

In 1958 Reebok was established as a companion company to J.W. Foster and Sons,
founded in 1895 in Bolton, Greater Manchester, England. From 1895 until 1986, Reebok apparel
featured a Union Jack flag.
The global headquarters are located in Canton, Massachusetts, U.S. with regional offices
in Amsterdam (EMEA), Montreal (Canada), Hong Kong (Asia Pacific) and Mexico City (Central
and South America).
In November 2016, the company announced they would be moving their headquarters
location to Boston. The reasons for the move, according to the company, is to be located an
urban environment that is more desirable to millennial workers and to “clarify the roles” of
United States offices.

HEADQUARTERS

Reebok's parent company, Adidas, is headquartered in Germany, while the Reebok world
headquarters remains located in Canton, Massachusetts. The Reebok-CCM Hockey offices are
located in Quebec, Canada and Stockholm, Sweden. Reebok EMEA (Europe, Middle East,
Africa) has its regional office in Amsterdam, Netherlands. The company also has additional
regional offices located in Panama City (Reebok Latin America), Shanghai (Reebok Shanghai
International Commerce Centre), Singapore, Taikoo Shing, and Toronto.[42] Reebok first
entered the South Korean Market in 1987 and has since been making substantial revenue in
South Korea. It is shown that it is the third most popular sports brand in South Korea. Through
the M&A of Adidas International, Reebok is no longer listed as a corporation in South Korea.

DESIGN ELEMENTS AND HISTORY OF REEBOK LOGO

The Reebok logo holds a unique place in sports world and is undoubtedly among the most
popular apparel logos ever created.
 ‘The original Reebok logo depicts the Union Jack, portraying the company’s humble
beginnings in Bolton, England in 1895. In 1986, Reebok unveiled a second emblem, often

termed as “the vector”. The emblem was introduced to symbolize a new era of
“performance” product. Its design was inspired by the cues on the product, often called the “side
stripe – cross check”.

PUNCH LINE FOR REEBOK – “ I Am What I Am”

Reebok International Limited, a subsidiary of the German company Adidas since 2005, is
a producer of athletic shoes, clothing, and accessories. The name comes from
the Afrikaans spelling of rhebok , a type of African antelope or gazelle. In 1895, Joseph William
Foster his ideas progressed he joined with his sons, and founded a shoe company named J.W.
Foster and Sons. In 1958, two of the founder’s grandsons Joe and Jeff Foster renamed the
company Reebok in the United Kingdom, having found the name in a dictionary won in a race
by Joe Foster as a boy. In 1979, Paul Fireman, an American sporting goods distributor, saw a
pair of Reeboks at an international trade show and negotiated to sell them in the U.S.

Barcelona and France striker Thierry Henry signed a deal to join the « I Am What I Am.
HISTORY OF REEBOK

In 1895, Joseph William Foster at the age of 14 started work in his bedroom above his father's
sweet shop in Bolton, England, and designed some of the earliest spiked running shoes. After his
ideas progressed, he founded his business 'J.W. Foster' in 1900, later he joined with his sons and
changed the company name to J.W. Foster and Sons. Foster opened a small factory called
Olympic Works, and gradually became famous among athletes for his "running pumps".For
pioneering the use of spikes, the company's revolutionary running pumps appear in the book,
Golden Kicks: The Shoes that changed Sport. The company began distributing shoes across the
United Kingdom which were worn by British athletes. They were made famous by 100m
Olympic champion Harold Abrahams (who would be immortalized in the Oscar winning film
Chariots of Fire) in the 1924 Summer Olympics held in Paris.

In 1958, in Bolton, two of the founder's grandsons, Joe and Jeff Foster, formed a companion
company "Reebok," having found the name in a South African dictionary won in a running race
by Joe Foster as a boy. The name is Afrikaans for the grey rhebok, a type of African antelope.

In 1979, at the Chicago International Sneaker Trade show an American businessman, Paul
Fireman, took notice of Reebok. Fireman was working for an outdoor sporting goods store and
negotiated a deal to license and distribute the Reebok brand in the United States. The division
was called Reebok USA Ltd. Later that year, Fireman introduced three new shoes to the market
at $60. By 1981, Reebok reached more than $1.5 million in sales.
 1.3 PUMA

PUMA SE, branded as PUMA, is a German multinational company that designs and
manufactures athletic and casual footwear, apparel and accessories, headquartered
in Herzogenaurach, Germany. The company was founded in 1948 by Rudolf Dassler. In 1924,
Rudolf and his brother Adolf Dassler had jointly formed the company Gebrüder Dassler
Schuhfabrik (Dassler Brothers Shoe Factory). The relationship between the two brothers
deteriorated until the two agreed to split in 1948, forming two separate
entities, Adidas and PUMA. Both companies are currently based in Herzogenaurach, Germany.
PUMA has been a public company since 1986, listed at the Frankfurt Stock Exchange.
Since 2007 PUMA has been part of French group Kering (formerly known as Pinault-Printemps-
Redoute or PPR). Since 1 July 2013, the company has been led by former football professional
Bjørn Gulden (CEO).
As of 2016, PUMA SE employs more than 10,000 people worldwide and distributes its
products in more than 120 countries.
Following the split from his brother, Rudolf Dassler originally registered the new-
established company as Ruda, but later changed the name to PUMA.[4] PUMA's earliest logo
consisted of a square and beast jumping through a D, which was registered, along with the
company's name, in 1948. PUMA's shoe and clothing designs feature the PUMA logo and the
distinctive "Formstrip" which was introduced in 1958.

PUMA LOGO

DESIGN ELEMENTS OF PUMA LOGO

The leaping Puma logo depicts the company’s dashing corporate image and the durability of its
products. The use of a bold font with the leaping cat on one side instantly casts an impression on
the user of the product. The logo embodies agility as well as adventure thanks to the use of bold
and daring logo design elements.
Shape of the Puma Logo:

As mentioned above, the Puma logo is a sign of courage and challenge. The leaping
Puma, another term for cougar, is depicted in the Puma logo. The reflection of the power and
energy of this Puma can be seen in its products. The Puma logo alone is a showcase of the
company’s reliable products that enjoy a high reputation in the international sportswear market.

Color of the Puma Logo:

Despite the very objective logo design, the company has bravely brought in a few
innovations to the Puma logo. However, the changes never compromised the originality of the
decades old design reinforcing its continued commitment and brand identity. The black hue-
based Puma logo of today is a depiction of the company’s immense supremacy and belief in
itself.

Font of the Puma Logo:

The Puma logo invokes the feelings of authority and confidence in the athletes around the
world. The Puma logo typeface, which has remained the same since 1948, highlights the basic
sportsman spirit that is both uniform and universal. The bold font in Puma logo is the projection
of the company’s stability and dominance.

PUNCH LINE FOR PUMA PUMA – No slogan!

Puma is a major German multinational company that produces athletic and casual
footwear, as well as sportswear, headquartered in Germany. The company was formed in 1924
as Gebrüder Dassler Schuhfabrik by Adolf and Rudolf Dassler. The relationship between the two
brothers deteriorated until the two agreed to split in 1948, forming two separate
entities, Adidas and Puma. Both companies are currently based in Germany. Following the split
from his brother, Rudolf Dassler originally registered the new-established company as Ruda, but
later changed to Puma. Puma’s earliest logo consisted of a square and beast jumping through
a D, which was registered, along with the company’s name, in 1948. Puma’s shoe designs
feature the distinctive « Formstrip »,with clothing and other products having the logo printed on
them. In terms of slogan, Puma is the only sports manufacturing company that does not have a
slogan.
HISTORY OF PUMA

Christoph von Wilhelm Dassler was a worker in a shoe factory, while his wife Pauline
ran a small laundry in the Franconian town of Herzogenaurach, 20 km (12.4 mi) from the city of
Nuremberg. After leaving school their son, Rudolf Dassler, joined his father at the shoe factory.
When he returned from fighting in World War I, Rudolf was trained as a salesman at a porcelain
factory, and later in a leather trading business in Nuremberg.

In 1924, Rudolf and his younger brother, Adolf, nicknamed "Adi", founded a shoe
factory. They named the new business "Gebrüder Dassler Schuhfabrik" (Dassler Brothers Shoe
Factory) which was the only business at the time that manufactured sports shoes. The pair started
their venture in their mother's laundry. At the time, electricity supplies in the town were
unreliable, and the brothers sometimes had to use pedal power from a stationary bicycle to run
their equipment. In 1927, they moved into a separate building.

The brothers drove from Bavaria to the 1936 Summer Olympics in Berlin with a suitcase
full of spikes and persuaded United States sprinter Jesse Owens to use them, the first sponsorship
for an African American. Owens won four gold medals. Business boomed; the Dasslers were
selling 200,000 pairs of shoes annually before World War II.

Both brothers joined the Nazi Party, but Rudolf was slightly closer to the party. A
growing rift between the brothers reached a breaking point during a 1943 Allied bomb attack.
Adi and his wife climbed into a bomb shelter that Rudolf and his family were already in. "Here
are the bloody bastards again," Adi remarked, apparently referring to the Allied war planes, but
Rudolf, due to his apparent insecurity, was convinced his brother meant him and his
family.When Rudolf was later picked up by American soldiers and accused of being a member
of the Waffen SS, he was convinced that his brother had turned him in.
SPONSORSHIP

Puma offers products for Football, Running, Training and Fitness, Golf, Motor Sports
and lifestyle. In the past, it sponsored a number of legendary athletes including Pelé, Euséibo,
Johan Cruyff, Diego Maradona, Clyde Frazier, Rudi Voller and Michael Schumacher among
others.
In the terms of football clubs, Puma sponsors Arsenal FC, Borussia Dortmund and
Sydney FC National Football Teams. Italy, Switzerland, Australia, Ivory Coast, and Uruguay
and Olympic handball champion Denmark are also endorsed.
In 2015, Puma has also named the Korean boy group, BTS, as ambassadors of the
company. The group has shot several commercials, advertising shoes and clothing for the
company.
 1.4 ADIDAS:

Adidas is a German multinational corporation, headquartered in Herzogenaurach,

Germany, that designs and manufactures shoes, clothing and accessories. It is the
largest sportswear manufacturer in Europe, and the second largest in the world.
It is the holding company for the Adidas Group, which consists of the Reebok sportswear
company, TaylorMade-Adidas golf company, 9.1% of Bayern Munich and Runtastic, an
Austrian fitness technology company. Adidas revenue for 2016 was listed at €19.29 billion.
Adidas was registered on 18 August 1949 by Adolf Dassler, following a family feud at
the Gebrüder Dassler Schuhfabrik company between him and his older brother Rudolf. Rudolf
had earlier established Puma, which quickly became the business rival of Adidas, and is also
headquartered in Herzogenaurach. The company's clothing and shoe designs typically
feature three parallel bars, and the same motif is incorporated into Adidas's current official
logo.The brand name is uncapitalized and is stylized with a lower case "a".
One factor that has always worked in the favor of this company is the distinctive look of
their logo. Most people recognize the Adidas logo on sight, and this memory certainly sticks
with them when they go out to buy their own sports equipment. Anyone who wants to build an
empire out of branding should pay attention to what Adidas accomplished with their unique but
highly simplistic design.

Logo #1: The Three Stripes

This logo does not have a specific look. The company simple placed three black stripes
on everything that they manufactured. Even this early in their history, the company was known
for this branding. The owner of the company at the time liked to call his business “The three
stripe company”. Even as new logos took the place of the old ones, the company would remain
loyal to the three stripes look.

Logo #2:The Trefoil

 The trefoil was the second Adidas logo. The theme of three stripes is still evident in the
look, both in the leave that shoot out from the logo, and the three stripes that cross it diagonally.
This logo was chosen because the company wanted a logo that represented the fact that their
brand was a lot larger and more diverse that it used to be while still keeping the classic Adidas
look.
This logo is still used on some of their products, particularly their line of classic products.
Most of their high-performance products have moved on to a third and final logo.

Logo #3: The Three Bars

This logo is the latest one that has been introduced, and it represents some of the finest
equipment that Adidas sells. This logo more than the others is supposed to have a lot of meaning.
The company wanted to keep the three stripes that they were known for, but also add something
to give the logo some power.
This new logo is supposed to resemble a mountain, like it is challenging the people who
buy Adidas products to push themselves to their limits. This latest logo appears on many pieces
of sports equipment and the new logo is still instantly and obviously “Adidas” to anyone who
sees it.

Why Does the Adidas Logo Work?

There is no denying that the Adidas logo is effective. Almost anyone who sees it can tell
you it belongs to Adidas, and many companies are willing to spend billions for that sort of
recognition. The Adidas logo probably works because it starts with a very simple design.
Three black stripes makes for a very striking design, and it can be placed on almost any product.
The fact that no Adidas logo changes too much from the original design means that all of their
logos empower their brand without the risk of going unrecognized. With a sizeable contribution
from their logo, Adidas will probably remain a sportswear powerhouse for years to come.
ADIDAS PUNCH LINE – “Adidas Is All In”

When Adidas started up, though it was just a small firm, it had aimed at the world
market. Therefore, during its early period, Adidas had regarded products technology innovation
as its motivation to explore market and enhance brand awareness. « Function always the first »
and « Giving athletes the best » is the principle of the corporate brand development. The brothers
split up in 1947, with Rudi forming a new firm that he called Ruda– from Rudolf Dassler, later
rebranded Puma, and Adi forming a company formally registered as Adidas
AG from Adi Dassler on 18 August 1949. Adidas clothing and sports shoes are usually with
three-parallel designs, which is also characteristic of adidas. « Adidas is all in » is the current
global marketing strategy for Adidas. The slogan aims to tie all brands and labels together,
presenting a unified image to consumers interested in sports, fashion, street, music and pop
culture. « Impossible is Nothing » was the previous mainstream marketing slogan for Adidas.

HISTORY OF ADIDAS:

Christoph Von Wilhelm Dassler was a worker in a shoe factory, while his wife Pauline ran a
small laundry in the Franconian town of Herzogenaurach, 20 km (12.4 mi) from the city of
Nuremberg. After leaving school, their son, Rudolf "Rudi" Dassler, joined his father at the shoe
factory. When he returned from fighting in World War I, Rudolf received a management position
at a porcelain factory, and later in a leather wholesale business in Nuremberg.

Adolf Dassler started to produce his own sports shoes in his mother's wash kitchen in
Herzogenaurach after his return from World War I. In July 1924, his brother Rudolf returned to
Herzogenaurach to join his younger brother's business, which became Gebrüder Dassler
Schuhfabrik (Dassler Brothers Shoe Factory) and prospered. The pair started the venture in their
mother's laundry, but, at the time, electricity supplies in the town were unreliable, and the
brothers sometimes had to use pedal power from a stationary bicycle to run their equipment.

By the 1936 Summer Olympics, Adolf Dassler drove from Bavaria on one of the world's first
motorways to the Olympic village with a suitcase full of spikes and persuaded U.S. sprinter Jesse
Owens to use them, the first sponsorship for an African American. Following Owens' haul of
four gold medals, his success cemented the good reputation of Dassler shoes among the world's
most famous sportsmen. Letters from around the world landed on the brothers' desks, and the
trainers of other national teams were all interested in their shoes. Business boomed and the
Dasslers were selling 200,000 pairs of shoes every year before World War II.

SPONSORSHIP:

Adidas has sponsored numerous players, including Lionel Messi, Zinedine

Zidane, Kaká, David Beckham, Steven Gerrard, Gareth Bale, Thomas Müller, Xavi, Mesut
Özil, James Rodríguez, Keylor Navas, Arjen Robben, Paul Pogba, Dele Alli, N'Golo Kanté, Luis
Suarez, Ivan Rakitić, Diego Costa, Iker Casillas, David Alaba, Roberto Firmino and Manuel
Neuer.
Adidas is one of the official sponsors of the UEFA Champions League, and the Adidas
Finale is the competition's official match ball.[35] Along with the aforementioned Adidas
Predator boot, Adidas manufactures the adiPure range of football boots. Adidas provides
clothing and equipment for all teams in Major League Soccer (MLS).
In July 2014, Adidas and Manchester United agreed to a ten-year kit deal, beginning with
the 2015–16 Premier League season. This kit deal has a guaranteed minimum value of
£750 million (US$1.29 billion), making it the most valuable kit deal in sports history, and
replaced rival Nike as the club's global equipment partner.
Andy Murray endorsed Adidas from the start of the 2010 season until the end of the 2014
season receiving US$4.9 million per year.
In November 2009, World Number 4 Andy Murray was confirmed as Adidas' highest-
paid star with a five-year contract reportedly worth US$24.5 million. In Cincinnati, at the ATP
Tennis Tournament in Mason, they have also sponsored the ball-boy and ball-girl uniforms.
Adidas is also partners with Malibu Tennis Camp, Green Fitness GmbH and with Schöler &
Micke Sportartikel Vertriebs GmbH. Adidas has sponsored numerous basketball players past and
present like Kareem Abdul-Jabbar and Tracy McGrady, as well as Chauncey Billups, Derrick
Rose, Brandon Knight, Eric Gordon, Josh Smith, Damian Lillard, Andrew Wiggins, Tim
Duncan, Jeremy Lin, Iman Shumpert, John Wall and Nick Young. Adidas endorsed Kobe
Bryant with the Adidas Equipment KB8 as his first signature shoe until July 2002. The company
also endorsed Kevin Garnett until he opted out of his contract in 2010. Gilbert Arenas was an
Adidas endorser until 2010.] In August 2015, James Harden left Nike for Adidas by signing a 13-
year contract reportedly worth US$200 million.
In rugby union, Adidas is the current kit supplier to the All Blacks, the France national
team, the Italian national rugby team and the South African Stormers and Western
Province rugby union teams among others. Adidas is also the New Zealand Rugby
Union clothing sponsor and supplies clothing to all Super Rugby franchises, a selection of
domestic teams and national referees. Adidas are also the official match ball supplier to
the Heineken Cup. Adidas was the British and Irish Lions kit supplier from 1997 to 2013. They
are the jersey manufacturers of the Gold Coast TitansRugby League club in the
Australasian National Rugby League. Dual rugby and league international and former
boxer Sonny Bill Williams is a global ambassador for Adidas.
Adidas has provided field hockey equipment and sponsors numerous players of Germany,
England, Netherlands, Australia, Spain and Belgium. The company has been the kit provider of
Argentine women's and men's teams for over 15 years. The company also sponsored
clubs Reading, Beeston and East Grinstead.
In ice hockey, Adidas signed an agreement with National Hockey League (NHL) to be
the official outfitter of uniforms and licensed apparel, starting in the 2017–18 season. Adidas will
replace its own subsidiary Reebok as official provider.
Adidas' cricket sponsorships include cricketers Virat Kohli, Lasith Malinga, Kieron
Pollard, Dwayne Bravo and K. L. Rahul.
VIRAT KOHLI
Khalid Ameen, one of the sales staff in Nike's largest store in Bengaluru, can sprint 100 meters
in 15 seconds flat. He's not there to ensure nobody picks up a pair of shoes and runs away; Nike
hopes the 21-year-old footballer will be able to convince its customers to go for performance
footwear by explaining the difference they make on the field.

Nike is not alone. All the big four of sports brands — Nike, Puma, Reebok and Adidas — are
now hiring athletes in their sales team to involve with customers as they push pricier, high-
performance and functional shoes, after thriving on basic and multipurpose shoes for years.

"We even give badges to our athlete sales staff which says 'I am a 10k runner, are you?'," said
Jerome Rouch, retail director of Puma India where half the sales staff are athletes, inter college
to state level players.

Sports marketers say that having a sales-focused team isn't enough to push high performance
products as awareness of new products and technologies has increased. "This heightened
awareness has made it imperative for us to scale up the levels of knowledge of the sales staff in
Adidas and Reebok stores," said Dhruv Bogra, senior director of retail at Adidas Group India.
 CHAPTER 2: REVIEW OF LITERATURE:

REVIEW OF LITERATURE:

Peter and Olson, (1993) mention that interactions between the peoples emotions, moods,
affection and specific feelings is called customer behavior, in other words in environmental
events which they exchange ideas and benefits each is called customer behavior . Buying
behavior of people, who purchase products for personal use and not for business purposes.

Cyert may have been the first to observe that a number of managers in addition to the
purchasing agents are involved in buying process, and the concept was labeled „buying behavior
and popularized by Robinson. Webster and Wind famously identified five buying roles, they
are: 1. users 2. Influencer 3.buyer 4.decider and 5 Gatekeeper Further categories have been
suggested as the „initiator (Bonoma, 1981), and the „analyst‟ and spectator by Wilson (Wilson,
1998).

The product purchase decision is not always done by the user. The buyer necessarily
purchases the product. Marketers must decide at whom to direct their promotional efforts, the
buyer or the user. They must identify the person who is most likely to influence the decision. If
the marketers understand customer behavior, they are able to predict how customers are likely to
react to various informational and environmental cues, and are able to shape their marketing
strategies accordingly (Kotler, 1994).

Schiffinan and Kanuk define customer‟s behavior as the behavior that the customers
display in searching for purchasing, using, evaluating and disposing of products and services that
they expect will satisfy their needs. Customer buying behavior incorporates the acts of
individuals directly involve in obtaining, using and disposing of economics goods and service
including the decision process that precede and determine these acts.
Kassarjian’s study is basically a review of collection of consumer behaviour theories
namely psychoanalytic, social, trait and factor, self and self concept and lifestyle. The author
gives credit to Freud’s psychoanalytic theory and appreciates the contribution made by Freud to
the advances in marketing through the concepts of ego and superego that are vital in shaping the
personalities and behaviour of individuals. The author highlights the strong relationship between
personality and the way in which consumer behaves and its impact on the product choice. HiThe
author concludes with caution note that though these theories can be highly trusted by the
manufacturers but still the validity depends highly on the instrument administered.

According to Alpert a consumer’s choice of product attributes depends on his personality

traits. The study establishes that the preference of place for residence depends upon ones
personality. The study identified fifteen personality traits namely achievement, deference, order,
exhibition, autonomy, affiliation, intraception, succorance, dominance, abasement, nurturance,
change, endurance, heterosexuality and aggression. Canonical correlation was used to analyse
the data. The study found that the preference of attributes differed across the personality traits.
For instance the author finds that people who possessed orderly personality preferred to reside in
no noise area. William R et al in his study with 18000 women as the sample size finds that
psychographic items helps in predicting the out shopping behaviour better when compare to
demographic tests. Since the out shopping behaviour is multidimensional and not product
specific, psychographic measures would help the managers to formulate their strategies in a
better way.
 CHAPTER 3: RESEARCH METHODOLOGY:

RESEARCH METHODOLOGY:

R e s e a r c h m e t h o d o l o g y i s a w a y t o s y s t e m a t i c a l l y s o l v e t h e r e s e a r c h proble
m, it not only takes the research methods but also consider the logicbehind the methods. The
study of research methodology for developing theproject 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.

3.1 Objective of The Study

 To know different brands available for shoe products.

 To know in detail about that product such as color, size, price, etc.
 To observe the customers preference towards these brands.
 Their perception towards these brands.
 Classify the customers on the basis of their preference and choices towards these brands.

3.2 Scope of the study

The scope of the study is to understand the consumer and hispreference and behavior towards
various brand of shoes, their choices of the product based on various factors such as comfort,
price, quality, durability, etc.

3.3 Limitations of the study

While surveying I encountered some problems such as -

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

 Some people were not willing to respond and few of them whoresponded were in hurry hence
the active participation was lacking.Due to which I faced difficulties in collecting
information’s regardingour question.
  Due to a language barrier, I found it difficult to communicate with some people
and had to take great efforts in making them understand the motive of the
questionnaire.

3.4 Source of Data

RESEARCH METHODOLOGY:- Exploratory method.

SAMPLE METHODS:- Random simple sampling

PRIMARY DATA:-
 Questionnaire
 Interview

SAMPLE

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

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 in Navi Mumbai area.

Source of Data:

Data required for the study was collected throughprimary sources i.e. market survey.

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 excessively large neither too small, it should
be optimum. This size of population must be kept in view for this also limits the sample size.
Sample size in this research is 100.
INSTRUMENTS USED

Primary data collected through sample survey from the selected elementsin malls and super markets. So for this
purpose I have most popular tool of primary data collection through direct communication with respondents.The
tools I used are questionnaire.
METHOD OF DATA COLLECTION

Actually data is of two kinds which are following-

a) Primary Data:
Primary data are those, which are fresh and for thefirst time and this happen to be
original in character.

b) Secondary Data:
Secondary data are those data which have alreadybeen collected by someone else and
which have already been used as per required.There are basically two sources to collect
secondary data
a) Internally: provided by company/organization
b) Externally: various publication of central, state and local government.

•Books and Newspapers.

• Internet after only keeping in mind one can think about what type of data has to be collected
during research as our research is concerned I have together primary data for customer
preference.

3.5 Sample Size

The sample size is of 100 questionnaires in total.

The respondents involved in the survey are from Vashi area of Navi Mumbai.

3.6 Universe of the study

The present study has been carried out on the micro level. Here, the project is prepared for
understanding consumer preferences as well as consumer behaviour based on various aspects and
it’s analysis.

3.7 Nature of the study

The nature of the study is analytical because the source of information is from secondary data
and the data has been analysed. The nature of study is exploratory.
 CHAPTER 4: DATA ANALYSIS AND INTERPRETATION

1. GENDER
a) Male
b) Female

Respondents
Male Female

47%
53%

Comment:
The people who were included in the survey were 47% Male and 53% Female.
2. Which types of shoes do you like to wear?
 Formal
 Sports
 Casual
 Others

Shoes: No. of respondents

Formals 28
Sports 23
Casual 37
Others 12
TOTAL 100

Types of shoes
Formal Sports Casual Others

12%

28%

37%

23%

Comment:
According to the survey most of the people prefer casual shoes and least number of respondents
perefer other types of shoes.
3. Are you aware about the following brands of shoes?
 Nike
 Puma
 Reebok
 Adidas

Shoes: No. of respondents

Nike 28
Puma 25
Reebok 19
Adidas 28
TOTAL 100

Awareness about the brands

Nike Puma Reebok Adidas

28% 28%

19%
25%

Comment:
From the above analysis, we can see that the most popular brands are Nike and Adidas.
4. Which shoes brand do you prefer?
 Nike
 Puma
 Reebok
 Adidas
Shoes: No. of respondents
Nike 23
Puma 24
Reebok 24
Adidas 29
Total 100

Preference of the customers

Nike Puma Reebok Adidas

23%
29%

24%
24%

Comment:
Most people prefer wearing Adidas shoes.
5. What is your source of information?
 Advertisement
 Sales person
 Friends
 Exclusive showroom
 Internet

Source of information No. of respondents

Advertisement 17
Sales person 15
Friends 18
Exclusive showroom 23
Internet 27
TOTAL 100

30

25

20

15 Advertiesment
Sales person
10
Friends

5 Exclusive showroom
internet
0

Comment:
As Internet is a global network connecting millions of people around the world so the source of
information undoubtedly comes from Internet.
6. From where do you like to purchase your branded shoes?
 Departmental stores
 Ordinary stores
 Online
 Exclusive showroom
 Any other

Place to purchase No. of respondents

Departmental stores 21
Ordinary stores 26
Online 14
Exclusive showroom 34
Any other 5
TOTAL 100

Any other

Exclusive showroom
Any other
Exclusive showroom
Onine
Online
Ordinary stores
Ordinary stores Departmental stores

Departmental stores

0 10 20 30 40

Comment:
People prefer buying shoes from exclusive showrooms as there is brand loyalty and its better
than a risky investment.
7. How often do you buy branded shoes?
 Once a year
 Twice a year
 Thrice a year
 Special occasion

Time to purchase No. of respondents

Once a year 35
Twice a year 26
Thrice a year 9
Special occasion 30
TOTAL 100

Time to purchase
Once a year Twice a year Thrice a year Special occasion

30%
35%

9%

26%

Comment:
We can see that people buy shoes once a year and sometimes occasionally.
8. Where there is any increase in the price of the brand, will it affect your purchase
decision?
 Yes
 No
 Can’t say

Effect of purchase decision No. of respondents

Yes 36
No 32
Can’t say 32
TOTAL 100

37

36

35

34 Yes
No
33
Can't say

32

31

30
Yes No Can't say

Comment:
As there is increase in the price of the brand often it affects there purchasing decision.
9. If price of your preferred brand increases, will your choice change?
 Yes
 No
 Can’t say

Change in choice No. of respondents

Yes 31
No 37
Can’t say 32
TOTAL 100
Comment: We can see that even if the price of the preferred brand increases, there is no

Change in choice
Yes No Can't say

32% 31%

37%

change in their choice as they are brand loyal.

10. How do you consider the importance of sport shoes?
 Comfort
 Price
 Durability
 Use in sport

Importance of sport shoes No. of respondents

Comfort 54
Price 22
Durability 23
Use in sport 1
TOTAL 100

Importance of sport shoes

Comfort Price Durability Use in sport

1%

23%

54%

22%

Comment:
If you are looking for the most comfortable shoes, you should prefer sport shoes.
11. What factors influence you to go a particular brand?
 Quality
 Price
 Durability
 All

Influencial factors No. of respondents

Quality 48
Price 24
Durability 9
All 19
TOTAL 100

Influencial factors
Quality Price Durability All

19%

9% 48%

24%

Comment: People now a days are more conscious about the quality than the price. They are not
price oriented.
12. What kind of promotional tool adopted by company will attract you?
 Lucky Coupons
 Free gift
 Discount
 Buy one get one free

Promotional tool No. of respondents

Lucky Coupons 17
Free gift 22
Discount 40
Buy one get one free 21
TOTAL 100

Buy one get one free

Discount
Buy one get one free
Discount
Free gift
Free gift
Lucky Coupons

Lucky coupons

0 10 20 30 40 50

Comment: People tend to be more happy when they pay a lesser amount for the product.
Discount also influences them to buy more.
.13. What kind of budget do you keep while purchasing shoes?
 2000-2500
 2500-3000
 3000-3500
 4000 & above

Budgeting No. of respondents

2000-2500 38
2500-3000 18
3000-3500 34
4000 & above 10
TOTAL 100

40

35

30

25
2000-2500

20 2500-3000
3000-3500
15
4000 & above
10

0
2000-2500 2500-3000 3000-3500 4000 & above

Comment: Depending upon the brand and quality of the shoes, the price differs from respondent
to respondent.
14. Do you think advertisement affects your purchasing decision?
 Yes
 No
 Can’t say

Advertisement effect No. of respondents

Yes 30
No 45
Can’t say 25
TOTAL 100

Advertisement effect
Yes No Can't say

25%
30%

45%

Comment: Because if the consumers are brand loyal they will be updated about the
new products and schemes. Hence advertisements does not affect their purchasing decisions.
15. How does a celebrity endorsement change your perspective towards brand?
 Make you feel confident about the brand
 Has no dramatic effect on you at all
 Makes you want to buy the shoes because they are ‘Stylish’
 Leads to decline in the value of the shoe brand

Change in perspective No. of respondents

Make you feel confident about the 35
brand
Has no dramatic effect on you at all 35
Makes you want to buy the shoes 23
because they are ‘Stylish’
Leads to decline in the value of the 7
shoe brand
TOTAL 100

Change in perspective
Make you feel confident about the brand
Has no dramatic effect on you at all
Makes you want to buy the shoes because they are 'Stylish'
Leads to decline in the value of the shoe brand

7%

23% 35%

35%

Comment: Famous personalities create more impact on the endorsements. So according to the
survey, people feel confident about the brand.
16. How would you rate the following brands on the scale of 1-4?
 Nike

 Puma
 Reebok
 Adidas

Nike Puma Reebok Adidas

1 24 32 25 20
2 20 25 29 25
3 12 26 36 26
4 44 17 10 29
TOTAL 100 100 100 100

50

45

40

35

30 1

25 2
3
20
4
15

10

0
Nike Puma Reebok Adidas

Comment:
According to the 100 respondents, PUMA is the most popular brand. The second most popular
brand is REEBOK following by NIKE and ADIDAS.
 CHAPTER 5:CONCLUSION AND RECOMMENDATIONS

CONCLUSION:

According to the survey the consumers in the market are brand loyal and trustworthy towards the
brand. In today’s world as the market is going trendy people need more stylish products. Shoes
are capturing the market in a huge amount.

THE BOTTOM LINE OF THE MARKET RESEARCHSPEAKS THAT

BRANDED SHOES IN INDIA HAVE INCREASEDON A DAILY BASIS.
THIS SOUNDS GOOD FOR AN INTERNATIONAL AS WELL AS A
DOMESTIC MARKET.
 RECOMMENDATIONS:

 Departmental 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.

 The companies should ask for customer feedbacks and opinions from time to time so as to
meet their requirements and cater to their needs at affordable prices.
Bibliography:
 Books:
1. Marketing Management by Philip Kotler
2. Marketing Management by J.C Gandhi
3. Functional Management by R.K Sharma
4. Business Research Methodology
 Web:
1. www.google.com
 CHAPTER VI: ANNEXURE

A STUDY OF CUSTOMER PREFERNCE TOWARDS DIFFERENT BRANDS OF SHOES

NAME:
CONTACT NO. : AGE:
OCCUPATION: GENDER:

Q.1) Which types of shoes do you like to wear?

( ) Formal ( ) Sports ( ) Casual ( ) Others
Q.2) Are you aware about the following brands of shoes?
( ) Nike ( ) Puma ( ) Reebok ( ) Adidas
Q.3) Which shoes brand do you prefer?
( ) Nike ( ) Puma ( ) Reebok ( ) Adidas
Q.4) What is your source of information?
( ) Advertisement ( ) Sales person ( ) Friends
( ) Exclusive showrooms ( ) Internet
Q.5) From where do you like to purchase your branded shoes?
( ) Departmental stores ( ) Ordinary stores ( ) Online
( ) Exclusive showroom ( ) Any other
Q.6) How often do you buy branded shoes?
( ) Once a year ( ) Twice a year
( ) Thrice a year ( ) Special occasion

Q.7) Where there is any increase in price of the brand, will it effect your purchase decision?
( ) Yes ( ) No ( ) can’t say
Q.8) If the price of your preferred brand increases will your choice change?
( ) Yes ( ) No ( ) can't say
Q.9) How do you consider the important of sport shoes?
( ) Comfort ( ) Price ( ) Durability ( ) Use in sport
Q.10) What factors influence you to go a particular brand?
( ) Quality ( ) Price ( ) Durability ( ) All
Q.11) What kind of promotional tool adopted by company to attract you?
( ) Lucky Coupons ( ) Free gift
( ) Discount ( ) Buy one get one free
Q.12) What kind of budget do you keep while purchasing shoes?
( ) 2000-2500 ( ) 2500-3000
( ) 3000-3500 ( ) 4000 & above
Q.13) Do you think advertisement effect your purchasing decision?
( ) Yes ( ) No ( ) Can't say
Q.14) How does a celebrity endorsement change your perspective towards brand?
( ) Make you feel confident about the brand
( ) Has no dramatic effect on you at all
( ) Makes you want to buy the shoes because they are ‘Stylish’
( ) Leads to decline in the value of the shoe brand
Q.15) How would you rate the following brands on the scale of 1-4?
( ) Nike ( ) Puma ( ) Reebok ( ) Adidas
SIGNATURE