Analysis on Consumer Buying Behavior

(Rbk shoes)

Submitted By:
Name: Mohit Khanna
Roll no:0711471706
Branch: BBA(gen) B

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 ACKNOWLEDGEMENT

I express my heartfelt gratitude to my industry guide Ms Neha Verma, without whose

guidance and support the timely completion of this project would not have been possible. His
valuable inputs at every stage of the research process charted the course towards the
successful and timely completion

I would also like to thank my faculty guide Mr. Vishal Gupta, who provided me with the
necessary information and utmost co-operation during my project and acted as a constant
source of motivation & enlightenment for me.

I would like to acknowledge my indebtedness to Skyline team for approval and support for my
Dissertation.

Mohit Khanna

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 CONTENTS

1. Introduction 1
2. Objective and Methodology 2
3. Consumer Buying BEHAVIOR Model 4
4. Company History 10
5. Company Profile 15
6. Finding and Analysis 17
7. Recommendation 26
8. Annexure
• Sample Questionnaire 27
• Respondents List 30
7. Bibliography 32

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 INTRODUCTION AND EXECUTIVE
SUMMARY
In 1958, the Foster family introduced the name REEBOK and continued to grow faster
because of its reputation for quality and innovative designs. Reebok revolutionized sports
shoes market in the 70’s throughout the world. Today Reebok is the leading global sports
wear brand name. They operate from Boston, Massachusetts.

Characteristically, we have searched internet to gather more information about the company
Reebok. The history of Reebok is very interesting. Mr. Joseph William Foster, a member of
the local running club “Bolton Primrose Harriers” wanted a pair of spiked running shoes for
jogging. The same Foster started writing the success story in 1985, when he made one sport
shoes for himself. Foster created the first ‘Foster’ running shoes and it became famous as the
news started spreading among the athletes.

Now after a decade, a quarter of the world's population and a fast-growing economy, India is
rapidly turning into one of the busiest market centers in the world. Footwear market has the
potential to provide stimulus in initiating the development of the Indian economy, which also
affects the Indian culture and the lifestyle. Leading brands of the world see a good market
potential in the country. But it requires a vast study of people across the world to find out
whether a market has the potential of growth (i.e. there are consumers ready to purchase the
product which suits their needs), and most importantly what drives them to choose a
particular brand out of a plethora of brands which exist in the market. This study attempts to
analyze consumers' behavior, attitudes, and buying patterns.

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 OBJECTIVES
The project was undertaken keeping the following objectives in mind:

• To study and analyze various factors affecting the buying BEHAVIOR of the
consumer while purchasing REEBOK shoes.
• To find out the reasons of consumer buying preference of REEBOK over other
brands
• To compare various attributes of REEBOK and other brands

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 REASEARCH METHODOLOGY

Research design

Prior to undertaking this research, a review of the literature was conducted to

Identify and develop the initial research questions and subsequent hypotheses has been
identified. The goals of a literature review were as follows:

To demonstrate a familiarity with a body of knowledge and establish Credibility.

To show the path of prior research and how a current project is linked to it.
1. To integrate and summarize what is known in the area.

The primary focus of this research is a quantitative study. Quantitative research uses
structured questions with predetermined responses and a large number of respondents to
quantify the response to a particular research problem. This research quantifies consumer
response toward the strategy, attitude change toward the brand and purchase intention.

Data Collection Methods:

The data collection methods used for quantitative research include experiments, surveys,
content analysis and existing statistics. Given the nature of the research question, this
requires both measurements of consumer response as well as comparison. A combination of
the remaining two methods, survey and observation, was proposed. Surveys lend
themselves to collecting data from a large group of people and then summarizing the results
in a quantifiable form.

Survey administration
The survey instrument was self-administered and the respondents were made aware that
participation was voluntary.
The surveys were distributed to 84 respondent and 50 out them were taken in account on the
basis of complete information being provided by respondents.

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CONSUMER BUYING BEHAVIOR MODEL

Consumer decision to buy a product or a service is the result of interplay of many forces or
stimuli. Marketing stimuli for a product includes locating target markets and segmentations of
markets as per customer needs. The marketing and environmental stimuli enter the buyers
mind through cultural, social, personal and psychological factors. When these factors come in
contact with buyer, the buyer’s decision initiates and the marketer needs to have correctly
read the buyers conscious/unconscious BEHAVIOR to stimulate positive response.

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 * High Low
Involvement
Involvement
Significant Consumer Buying Variety-seeking
Differences BEHAVIOR BEHAVIOR
Between (Computer) (Toothpaste)
Brands

Dissonance Habitual
For Difference Reducing Buying
Between BEHAVIOR BEHAVIOR
Brands (Carpet) (Salt)

The field of consumer behavior studies how individuals, groups and organizations select, buy,
use and dispose of goods, services, ideas or experiences to satisfy their needs and desires.
They may respond to influences that change their mind at the last minute. Marketing and
environmental stimuli enter the buyers’ consciousness. Buyers’ characteristics and decision
processes lead to certain purchase decisions.

Consumers buying behavior is influenced by cultural, social, personal and psychological

factors.

Cultural factors

Cultural factors exert the broadest and deepest influence. Culture is the fundamental
determinant of a person’s wants and behavior. Each culture consists of smaller sub cultures
that provide more specific identification and socialization for their members.

Subculture includes: Nationalities, religions, racial gaps & geographic regions. When
subcultures grow large and affluent enough, companies often design specialized marketing
programs to serve them. Such programs are known as diversity marketing.

Social Class: Homogeneous & enduring divisions, hierarchically ordered, members

share common values. They have many characteristics.

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 • Those within each class tend to behave more alike than persons from two different
social classes.
• Persons are perceived as occupying, inferior or superior positions according to social
class.
• Social class is indicated by a cluster of variables for ex: occupation, income, wealth
rather than a single variable.
• Individuals can move up or down the social class ladder during their lifetime.

Social Factors

Consumers’ behavior is influenced by social factors such as reference groups, family, social
roles and statuses.

1. Reference Groups: all groups that have a direct (membership groups) or indirect
influence on attitudes or behavior. Groups having a direct influence on a person are
called membership groups. Some membership groups are primary groups such as
family, friends, neighbors with whom the person interacts informally. People also
belong to secondary groups such as religious, professional groups, which tend to be
more formal.

2. People are also influenced by groups to which they don not belong to.

• Aspiration groups: are those a person hopes to join.

• Dissociate group: are those whose values or behavior an individual rejects.

Family: It is the most important consumer buying organization in the society and family
members constitute the most influential primary reference group.
Family of orientation – consists of parents & siblings. From parents, a person
acquires towards religion, politics and a sense of personal ambition, and self-worth.
Family of procreation – consists of spouse & children. It has a more direct influence on
everyday buying behavior.

Role and Statuses: The person’s position in each group can be defined in terms of role and
status. A role consists of activities a person is expected to perform. Each role carries a
status. People choose product tat communicate their role and status in society. Marketers
must be aware of the status-symbol potential of products and brands.

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Personal Factors

Consumer is influenced by age and life cycle stages, occupation, economic circumstances,
lifestyle and personality.

Age and Lifecycle stages: Persons age is an important decider of hid needs. Like small
child requires milk powder, toys, games, and education facility, whereas young adults
requires trendy clothes, transportation etc. Similarly consumption BEHAVIOR also is
influenced by specific stages of family life-cycle.

Occupation: The occupation of a person decides his consumption pattern. For e.g. a teacher
would buy simple clothes, means of communication, paper etc. while a company executive
would buys expensive clothes, club membership etc.

Economic conditions: Economic capacity of a customer to buy a product depends on his

income, savings, assets, borrowing power etc.

Life style: The customers coming from different cultures, social class, occupations bear
different life styles. These life styles are identified by various activities, interests, opinions, and
demographics.

Personality and Self Concept: Personality is consistent and enduring, but it can change with
time and abrupt events. So the psychological characteristics of a person manifest his
BEHAVIOR in terms of individual differences (high or low sociable person).

Psychological Factors

The Psychology involves four major processes like motivation, perception, learning, and
beliefs and attitudes.

Motivation: It refers to the way which urges, drives, desires, aspirations, striving or needs
direct, control or explains the BEHAVIOR of human being. -----------????????

Perception: It is the process by which we become aware of changes through the senses of
sight, hearing, smell, touch and taste. Therefore consumer perceptions about the product
price make the consumer bound to accept or reject the product.

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Learning: It is a process by which knowledge and experience acquired form the purchases,
consumption, use is applied to the future BEHAVIOR. For e.g. A TV purchased from SONY
would help teach the customer that DVD by SONY would also be better.

Beliefs and Attitude: Belief is a descriptive thought that an individual customer has about
product, service, idea or practice. An attitude is pre-disposed BEHAVIOR which is enduring
and consistent.

Buying decision process

PROBLM RECOGNITION
The buying process starts when the buyer recognizes a problem or need by gathering
information from a number of consumers, marketers can identify the most frequent stimuli that
spark an interest in a product category.

INFORMATION SEARCH
Consumer information sources fall into four groups:
Personal sources: Family, friends, neighbors, acquaintances
Commercial sources: Advertising, salespersons, dealers, packaging, displays
Public sources: Mass media, consumer -rating organizations
Experimental sources: Handling, examining, using the product

EVALUATION OF ALTERNATIVES
There are several decision evaluation processes; first the consumer is trying to satisfy a need.
Second, the consumer is looking for certain benefits from the product solution. Third, the
consumer sees each product as a bundle of attributes with varying abilities for delivering the
benefits sought to satisfy this need.

PURCHASE DECISION
However, two factors can intervene between the purchase intention and the purchase
decision. The first factor is the attitude of others. The second factor is unanticipated
situational factors that may erupt to change the purchase intention. A consumer’s decision to
modify, postpone, or avoid a purchase decision is heavily influenced by perceived risk.

POST PURCHASE BEHAVIOR

Marketers must monitor post purchase satisfaction, post purchase actions and post purchase
product uses

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 POST PURCHASE SATISFACTION: the importance of post purchase satisfaction
suggests that product claims must truthfully represent the product’s likely performance.

POST PURCHASE ACTIONS: satisfaction or dissatisfaction with the product will

influence consumer’s subsequent behavior. If the consumer is satisfied, he or she will exhibit
a higher probability of purchasing the product again. Dissatisfied customers may abandon or
return the product.

POST PURCHASE USE AND DISPOSAL: Marketers should also monitor how
buyers use and dispose of the product. If consumers store the product in a closet, the product
is probably not very satisfying. If they sell or trade the product, new-product sales will be
depressed. Consumers may also find new uses for the product.

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 Company History

1890-1930
J.W. Foster and Spikes of Fire
Reebok's United Kingdom-based ancestor company was founded for one of the best reasons
possible: athletes wanted to run faster. So, in the 1890s, Joseph William Foster made some
of the first known running shoes with spikes in them. By 1895, he was in business making
shoes by hand for top runners; and before long his fledgling company, J.W. Foster and Sons,
developed an international clientele of distinguished athletes. The family-owned business
proudly made the running shoes worn in the 1924 Summer Games by the athletes celebrated
in the film "Chariots of Fire".

1950-1980
A Gazelle Named Reebok
A Company on the Move
In 1958, two of the founder's grandsons started a companion company that came to be
known as Reebok, named for an African gazelle.

In 1979, Paul Fireman, a partner in an outdoor sporting goods distributorship, spotted Reebok
shoes at an international trade show. He negotiated for the North American distribution
license and introduced three running shoes in the U.S. that year. At $60, they were the most
expensive running shoes on the market.

1980-1990
Freestyle Aerobics and Step Reebok
Aerobics
By 1981, Reebok's sales exceeded $1.5 million, but a dramatic move was planned for the
next year. In 1982, Reebok introduced the first athletic shoe designed especially for women;
a shoe for a hot new fitness exercise called aerobic dance. The shoe was called the
Freestyle™, and with it Reebok anticipated and encouraged three major trends that
transformed the athletic footwear industry: the aerobic exercise movement, the influx of

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women into sports and exercise and the acceptance of well-designed athletic footwear by
adults for street and casual wear.

The Beginning of a Classic

Explosive growth followed, which Reebok fueled with product extensions - new categories in
which it also became a leader. The Freestyle is now a "Classic" and is Reebok's best selling
athletic shoe of all time. Reebok's performance aerobic shoes have progressed through
several generations.

In the midst of surging sales in 1985, Reebok completed its initial public offering (stock
symbol is NYSE: RBK). In the late 1980s, Reebok began an aggressive expansion into
overseas markets. Its products are now available in more than 170 countries and are sold
through a network of independent and Reebok-owned distributors.

Creating innovative products that generate excitement in the marketplace has been a central
corporate strategy ever since Reebok introduced the Freestyle shoe. In the late 1980s, a
particular fertile period began with The Pump® technology and continues today, with
breakthrough concepts and technologies for a host of sports and fitness activities.

Step Reebok

In 1986 in Atlanta, Georgia, a fitness professional named Gin Miller suffered a knee injury and
began stepping on her back step in an effort to rehabilitate her knee. So was the beginning of
step training - soon to become Step Reebok.

Reebok launched Step Reebok nationally in 1989 after conducting comprehensive scientific
and biomechanical research that showed step aerobics was a highly credible and effective
format for cardiovascular exercise. As a totally revolutionary and highly effective workout
program, Step Reebok was successful in breathing new life into health clubs around the
country. In its first ten years, Step Reebok became an international fitness phenomenon as
millions of people in 16 countries used the program to stay in shape.

1990-2000
Marquee Athletes and Core Training

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In 1992, Reebok began a transition from a company identified principally with fitness and
exercise to one equally involved in sports. It created a host of new footwear and apparel
products for football, baseball, soccer, track and field and other sports. It signed numerous
professional athletes, teams and federations to sponsorship contracts.

Signing Pro Athletes

In the late 1990s, Reebok made a strategic commitment to align its brand with a select few of
the worlds most talented, exciting and cutting-edge athletes. For several years now, the
company has focused on those athletes who represent the top echelon of sports and fitness,
among them Allen Iverson and Venus Williams.

Allen Iverson - When Reebok studied the deep and talented roster of prospective National
Basketball Association draft selections in 1996, guard Allen Iverson was clearly the person it
believed would generate the greatest excitement on the court and in the marketplace. After
five successful years as on and off-court partners, Reebok and the NBA's MVP in 2000
signed a lifetime contract in November 2001. The deal guarantees Iverson remains a Reebok
endorsed athlete throughout this professional career.

Core Training

In 2000, Reebok again revolutionized how people exercise and train with its global
introduction of Reebok Core Training and the Reebok Core Board. Widely used today by
professional athletes, conditioned exercisers and beginners alike, this innovative workout is a
dynamic strength and conditioning program that focuses on developing total body power by
emphasizing the abs, torso and "core" muscles. The training program is based on athletic
and physical therapy training principles, representing a significant shift in how to approach
exercise and training by focusing on "quality" (not "quantity") of movement.

Central to the program is the Reebok Core Board, the first-ever exercise board offering three
dimensional action that tilts, twists, torques and recoils with the body's movements. The
board is adjustable, so as users build strength, they can change the board's resistance to
create more versatile workouts. When used together, Reebok Core Training and the Reebok
Core Board provide a highly effective, strength training workout that conditions the user for
daily living, whether that is in sports, exercise classes or playing with children.

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2000 -
New Leagues, New Looks
NFL
In December 2000, Reebok and the National Football League announced the formation of an
exclusive partnership that serves as a foundation of the NFL's restructured consumer
products business. The NFL granted a 10-year exclusive license to Reebok beginning in the
2002 NFL season to manufacture market and sell NFL licensed merchandise for all 32 NFL
teams.

The license includes on-field uniforms, sideline apparel, practice apparel, footwear and an
NFL-branded apparel line. The agreement also gives Reebok exclusive rights to develop a
new line of NFL fitness equipment. Reebok has created new market segmentations that
include several new product categories, such as Equipment and Classics.

NBA
In August 2001, Reebok formed a 10-year strategic partnership with the National Basketball
Association under which Reebok will design, manufacture, sell and market licensed
merchandise for the NBA, the Women's National Basketball Association (WNBA) and the
National Basketball Development League (NBDL), the NBA's fledgling minor league.

Beginning in the 2004-05 seasons, Reebok will have the exclusive rights to supply and
market all on-court apparel, including uniforms, shooting shirts, warm-ups, authentic and
replica jerseys and practice gear for all NBA, WNBA and NBDL teams. Reebok will also have
exclusive rights, with limited exceptions, to design, manufacture, market and sell headwear,
T-shirts, fleece and other apparel products for all teams in most channels of distributions.

Reebok will also develop market and sell an exclusive line of NBA-branded basketball shoes
and expand their line of Reebok Classic fashion products to incorporate NBA-branded
apparel. Prior to league exclusivity in 2004, there was a transition period in the 2001-02
seasons during which Reebok was on-court with 11 NBA teams and all WNBA and NBDL
teams. The agreement expands to include 19 NBA teams in the 2002-03 seasons. Also in
the 2002-03 seasons, Reebok will have the exclusive rights to design, manufacture, market
and sell replica jerseys for all NBA, WNBA and NBDL teams.

IRL
In February 2002, Reebok and the Indy Racing League (IRL) formed a multi-year partnership
naming Reebok the official outfitter of the IRL. As part of the agreement, Reebok will provide
custom-designed, co-branded Reebok-Indy Racing League apparel to IRL officials and

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selected teams. The Reebok brand also will receive exposure through logos on race cars,
team uniforms, transporters and other IRL promotional programs included in the promotional
rights agreement.

Reebok-Indy Racing League co-branded merchandise will be sold at all 15 Indy Racing
League events in 2002, including the Indianapolis 500, and also at all other events at the
Indianapolis Motor Speedway. Authentic co-branded Reebok-Indy Racing League
merchandise will be available at all IRL events, via online, mail-order catalog and through
select retail outlets.

The Indy Racing League is America's premier open-wheel, oval-track auto racing series, with
headquarters in Indianapolis. It was founded in 1994 based on the rich traditions of the
Indianapolis 500, with its first race in 1996. The league has a 15-race schedule in 2002, with
events in major markets from coast to coast.

Rbk
In February 2002, Reebok launched Rbk - a collection of street-inspired footwear and apparel
hook-ups designed for the young man and woman who demand and expect the style of their
gear to reflect the attitude of their lives - cool and edgy, authentic and inspirational. As Rbk is
inspired by today's street fashion, its marketing needed to be culturally relevant as well.

A new global marketing campaign, called the "Sounds & Rhythm of Sport," was launched in
January 2002, and it energized the industry by blitzing the market with Rbk product launches,
television and print ads, consumer and retail promotions, and celebrity events.

The "Sounds & Rhythm of Sport" consumer and retail promotions include the Reebok/Inters
cope Records Present The Source Unsigned Hype Freestyle promotion, the EBC
(Entertainers Basketball Classic) at Rucker Park, and the Reebok All Access Pass on
NBA.com. Reebok also formed partnerships to preview the Rbk Collection in more than
1,000 music stores around the United States in advance of retail availability at more than
2,500 authorized Rbk dealerships.

The "Sounds & Rhythm of Sport" global marketing campaign features Reebok's NBA, NFL
and tennis athletes paired with many of the music industry's edgiest hip-hop and rap artists.
The television spots showcase the moves and motion of the athletes, who are energized by
the rhythm of the artist's music.

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 Company Profile

Reebok International feels comfortable stepping out onto any surface. It has long been at
home in sporting arenas and is the #2 US makers of athletic shoes, behind Nike. In addition
to Reebok sportswear and accessories, Reebok sports the Greg Norman line of men's casual
wear, as well as Rockport and Reebok shoes. It runs more than 220 retail stores. Reebok
sponsors some sports stars, but the firm is taking strides to become more fashionable. In
2005 Reebok sold its Ralph Lauren Footwear unit to Ralph Lauren for about $110 million.
adidas, in 2006, acquired Reebok for about $3.8 billion. Paul Harrington then succeeded Paul
Fireman (who, with his wife, owned nearly 19% of the firm) as head of Reebok

Reebok is the world's third-largest maker of sneakers, athletic shoes and sports apparel.
Goods are sold under the brands Reebok, Rockport and Greg Norman Collection. Reebok is
also the official outfitter of the NFL and has an exclusive deal to supply NBA jerseys
beginning this season.

Reebok announced in July it will merge with German sporting apparel company adidas-
Salomon in a deal valued at $3.8 billion. The merger is expected to be completed by the first
half of 2006 and will create the second-largest sporting goods company behind Nike with $11
billion in revenues.

Adidas will maintain its corporate headquarters in Germany and its North American
headquarters in Portland, OR. Paul Fireman will remain as Chief Executive Officer of Reebok
International Ltd. and will continue to lead the Reebok team. Reebok will continue to operate
under its name and will retain its headquarters in Canton, MA.

In fiscal 2004, Reebok had net income of $192.4 million and sales of $3.7 billion
Reebok International feels comfortable stepping out onto any surface. It has long been at
home in sporting arenas and is the #2 US makers of athletic shoes, behind Nike. In addition
to Reebok sportswear and accessories, Reebok sports the Greg Norman line of men's casual
wear, as well as Rockport and Reeboks shoes. It runs more than 220 retail stores. Reebok
still sponsors some sports stars, but the firm is taking strides to become more fashionable.

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19
 FINDING AND ANALYSIS

Demography of respondents

20%

Analysis: It was observed that the majority of the respondents consist of professional
from various fields like engineers, software professionals, working executive etc. who
effective form 38% of our database. While 36% were students from various fields.
6%
Others constitute designers and athletes etc. the further study is carried on the buying
behavior of the above mentioned categories of consumer, which shows that our
consumer is well educated and is very well informed about the product.

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 Consumer’s income level and spending capacity on shoes

None
0

1
spending limit

More then Rs. 6000

0

2
Rs. 3000-6000
7
Analysis: In the survey conducted a direct relation between the income level and the spending
capacity was observed. Also it was found that students were spending in the range of Rs 1000
– Rs 3000 as compared to the working class professionals who were ready to spend between
Rs 3000 – Rs 6000, since they have higher spending power because of higher income levels.
10

Rs. 1000-3000

Less then Rs.1000

0

0% 10% 20% 30%

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Less then
Rs. 1000
Rs.1000
 S

Shopping season

Analysis: Amongst the student and the professional it was found the consumer buying
BEHAVIOR does not change with respect to the seasons and occasion as most of the
consumer would like to buy their shoes as and when need arises, whereas the businessman
generally do their shoes shopping during traveling or on special occasion’s.

6
3

22

a.occasions b.festival
 18

16

Brand recollection:
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Analysis: When asked about reconciling a sports shoes brand about 70% of the respondent
were able to recall REEBOK or ADDIDAS were as rest were able to remember NIKE and FILA
brands. This was due to the fact that REEBOK has brand ambassador like RAHUL DRAVID and
YUVRAJ SINGH. 12

10

23

6
 C

Factor influencing the buying process:

was observed that the consumer give

12%
Analysis: Among the various factors like social, psychological, personal and cultural factors it
more preference to his personal choice and

4%
psychological factors like 50% of the people consider comfort and they generally do not
consider durability as an important aspect because they believe that it comes along with the
brand. Also the social factor like style was second most important factor behind the consumer
buying motives.

48%
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 30%

10%
10%
20% 25
(b) Comparison with other brands

Analysis: In response to the question about giving, out of 100 point to the various factors
affecting their buying BEHAVIOR between REEBOK and OTHER’S following was observed:

OTHERS REEBOK
a. Style ____20____ ___30_____
b. Price ____10____ ___10_____
c. Comfort _____30___ ___30_____
d. Brand ____10____ ___20_____
e. Durability _____30___ ___10____

this further shows that the consumer look for style in the REEBOK more in comparison to the
other brand hence, gave their 30 points to it whereas 20 in case of other brands it was seen
that the comfort remains at equal place even while choosing a competitive brand.

INF

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Buying forces

Analysis: It was observed that consumer is forced by no factors like peer pressure, family and
friends and some time people would like to buy a product because it is being endorsed by
their favorite celebrity. It was observed that the beside that personal choice of the respondent,
the pressure from the friends plays an important buying force for the students, while the peer
and college in case of the professional and the least pursuing factor is family which was seen
in case of the respondents belonging to age group 35 years and above.

24%
No of people buying REEBOK shoes:

Analysis: This question was asked to know the market capture by the REEBOK and the time
period of association of the customers with REEBOK. It was deduced that more than 75% of
the respondents were using the REEBOK shoes and were mainly associated with it for a
period of 1 year or more. While the remaining respondents were using either the NIKE or
ADDIDAS brand shoes.

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 16%
Customer satisfaction:

4%
Analysis: Because of the quality product offered by the REEBOK about 60% of the
respondents were either very satisfied or satisfied, while 10% did not gave any response as
they were not using the REEBOK shoes.

22%

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 RECOMMENDATIONS

On analyzing the feed back from customers we as group would recommend following things:

• The demographics show that the major customer base of Reebok is limited to
Professionals and Students. So our recommendation would be to promote their
product for the masses as a whole. Like the advertisement which shows 50 CENTS,
influences a college student but it has less effect on a business man. So to add
business man and others to there existing consumer base they can advertise
showing a business tycoon using Reebok shoes in his/her leisure time or any other
promotional activity.
• As we know India is a land of diversities and we have ‘n’ numbers of festivals in a
year, as from the data it is been proved that people buy shoes anytime in a year; so
what Reebok can do is promote their product relating to any of the Indian festival.
This would have emotional factor attached to it and would help in making customers
buy the product.
• The data shows that consumers are not really concerned about price and durability.
So what they must do is stress more on styling and comfort, which is expected on a
higher level out of Reebok. Consumers say that they are not satisfied with the comfort
level of the shoes.
• On analyzing some sports personality we came to know that they are not happy with
the sports shoes, because they require some special characteristics in sports shoes.
They say the area disposition of the shoes should be more, which in turn give higher
grip. This is not provided by any of the brands in the market. So they can bank on this
opportunity. We know the sportsmen market in India is on a lower end, so we
recommend that they can give customized option to the sports person through
internet where consumer can give required specifications and get there product.

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 SAMPLE QUESTIONNAIRE

Name: ____________________
Age: _____
Sex: M F
Profession: _________________
Phone: _________________

1) Income level: (Per year)

a. Below Rs. 50000
b. Rs. 50000-100000
c. Rs. 100000-300000
d. Rs. 300000-500000
e. More then Rs. 500000

2) How much do you spend on footwear in a year?

a. Less then Rs.1000
b. Rs. 1000-3000
c. Rs. 3000-6000
d. More then Rs. 6000
e. None

3) When you think of sports shoes, which of the following brands comes
to your minds first.
a. Adidas
b. Nike
c. Caterpillar
d. Fila
e. Reebok
f. Others

4) Have you ever bought Reebok shoes?

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 Yes No

5) If no then which other brand? _______________________

6) How many pairs of shoes do you have?

a. 1
b. 1-3
c. 3-5
d. More then 5

7) How many of them are sports shoes? _________________

8) How long have you been using it?

a. 2 months
b. 4 months
c. 6 months
d. Year

9) Which of the following you consider most while purchasing footwear?

a. Style
b. Brand Name
c. Comfort
d. Price
e. Durability

10) Which of the following influences the most to your buying procedure?
a. Family
b. Friends
c. Brand Ambassadors
d. Peers/Colleagues
e. Personal Choice

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11) Kindly give in terms of % (weight age) the qualities you look for in a
sport shoes
OTHERS REEBOK
a. Style ________ ________
b. Price ________ ________
c. Comfort ________ ________
d. Brand ________ ________
e. Durability ________ ________

12) What time of the year do you do your shoes-shopping?

a. Occasions
b. Festivals
c. Anytime
d. Travel/Vacations

13) Your experience with Reebok shoes…

a. Very Satisfied
b. Satisfactory
c. Ok
d. Poor
e. Very Poor

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 RESPONDENTS LIST

Respondents’
Name Profession Age Gender
Antriksh Student 12 M
Shreesh Saxena College student 19 M
Aditya Agarwal Medical student 19 M
Priya Job 20 F
Abhijeet Engineer 20 M
Sandeep Model 20 M
Shashank Gupta Student 20 M
Vidhi Student 21 F
Sandeep Kumar Student 21 M
Varun Student 21 M
Pankaj Redhu Working Executive 21 M
Nikhil Service 21 M
Puneet Chopra Sales Manager(Reebok) 21 M
Mitesh Student 21 M
Manoj Software Engineer 22 M
Sandeep Singh Executive engineer 22 M
Vijender software Engineer 22 M
Raghav Bhatia Database Administrator 22 M
Anshul Student 22 M
Lopa Working Executive 23 F
Saurabh Sharda Student 23 M
Rajinder Kumar Student 23 M
Samarth Student 23 M
Sanchit Student 23 M
Gaurav Mittal Software Engineer 23 M
Harish Student 23 M
Abhinav Student 23 M
Shruti Designer 24 F
Yamuna Corporate 24 F
Rachita Private 24 F
Deepanshi Designer 25 F
Gur Simran Singh Executive 25 F
Honey Student 25 F
Manoj Vollala Engineer 25 M
Irfan Corporate Trainer 25 M
Sanket kapoor Student 25 M

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S.K.Jindal Business 25 M
Kunal Service 25 M
Vineet Arora Senior Trainer 26 M
Joginder Singh Software Engineer 26 M
Pavel Somvat Engineer 26 M
Gagan Business 26 M
Admin(E-fund
Suraj Sharma entertainment Mumbai) 27 M
Vikram Singh Business 27 M
Avneesh Sharma Professional 27 M
Ravi Inder Singh Software analyst 28 M
Deepak Agarwal Retired 35 M
Dr. Rohit Medical 43 M
K.L.Patil Service 52 M

34
 BIBLIOGRAPHY

Primary Sources:

1. Consumer Survey

SECONDARY SOURCES

1. WEBSITE:

www.tandberg.net

www.adic.com

www.reebok.com

www.rbk.com

2. REFERENCE LIST:

• Kotler Philip” …………Marketing management (11 edition)

• “Chabra T.N”…………..Marketing Management (4 edition)
• “Gupta S.P “and “Gupta M.P” …Business statistics (5
edition).
• “R. Kumar”……………Research methodology (2 edition)

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