BACHELOR OF BUSINESS ADMINISTRATION

MAJOR PROJECT REPORT

ON

CUSTOMER SATISFACTION TOWARDS NIKE AND ADIDAS

Batch: 2011-2014
Submitted By:

SUBMITTED TO:

Name of student: ANUJA SOLANKI

Name: MRS DEEPIKA

BBA (G) 6TH SEM 1ST SHIFT

Designation: Project supervisor

Enrollment No: 09520601711

Trinity Institute of Professional Studies

Affiliated To Guru Gobind Singh Indraprastha University, New Delhi

Declaration

I hereby declare that the following documented project report titled

CUSTOMER SATISFACTION TOWARDS NIKE AND ADIDAS is an original work done by
Me for the partial fulfillment of my MAJOR PROJECT REPORT.

I hereby certify that all the Endeavour put in the fulfillment of the task are genuine
and original to the best of my knowledge and I have not submitted it earlier
elsewhere.

Signature
Name of the student:

ANUJA SOLANKI

Course/Semester/shift:

BBA [GENERAL]/6rd semester /1st shift

Enrollment number:

09520601711

CERTIFICATE
TO WHOM SO EVER IT MAY CONCERN

This is to certify that the project work CUSTOMER SATISFACTION

TOWARDS NIKE AND ADIDAS made by ANUJA SOLANKI is an authentic
work carried out by his/her under guidance and supervision of project guide- MRS
DEEPIKA. The project report submitted has been found satisfactory for the partial
fulfillment of the degree of bachelor of business administration.

Project supervisor

Signature
Name: MRS DEEPIKA
Designation: Project Guide

ACKNOWLEDGEMENT

It is in particular that I am acknowledging my sincere feeling towards my mentors

who graciously gave me their time and expertise.
They have provided me with the valuable guidance, sustained efforts and friendly
approach. It would have been difficult to achieve the results in such a short span of
time without their help.
I deem it my duty to record my gratitude towards the project supervisor MRS.
DEEPIKA who devoted his precious time to interact, guide and gave me the right
approach to accomplish the task and also helped me to continue my knowledge and
understanding of the project.

Signature:
Name of student: ANUJA SOLANKI
BBA(G) 6th Semester 1st Shift
Enrollment no. 09520601711

SNO PARTICULARS

PAGES NO

CHAPTER-1(Introduction and Literature review, Topic,

Industry and Firm)
* Introduction
*History

( Theoretical concept about the topic such as importance,

functions, types roles) etc
Chapter-2 (Research objectives and methodology)

Research objectives of the study

Research Methodology
Research Design
Types of research design
Data collection

Sources of Data collection

Sampling Design

Population/universe
Sampling Unit
Sample Size
Sampling Area
Sampling Technique

Sampling Instrument(Questionnaire)
No of Questions
Types of questions
Rating Scale(If used)

CHAPTER 1

Introduction

MEANING OF CUSTOMER SATISFACTION

Customer satisfaction, a business term, is a measure of how products and services supplied by a
company meet or surpass customer expectation. It is seen as a key performance indicator within
business and is part of the four of a Balanced Scorecard.
In a competitive marketplace where businesses compete for customers, customer satisfaction is
seen as a key differentiator and increasingly has become a key element of business strategy.
Organizations need to retain existing customers while targeting non-customers.Measuring
customer satisfaction provides an indication of how successful the organization is at providing
products and/or services to the marketplace.
Customer satisfaction is an abstract concept and the actual manifestation of the state of
satisfaction will vary from person to person and product/service to product/service. The state of
satisfaction depends on a number of both psychological and physical variables which correlate
with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also
vary depending on other factors the customer, such as other products against which the customer
can compare the organization's products.

Customer satisfaction, a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction
goals." In a survey of nearly 200 senior marketing managers, 71 percent responded that they
found a customer satisfaction metric very useful in managing and monitoring their businesses.
It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy.
"Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics

quantify an important dynamic. When a brand has loyal customers, it gains positive word-ofmouth marketing, which is both free and highly effective."
Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do
this, firms need reliable and representative measures of satisfaction.
"In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying. For this reason, a luxury resort, for example,
might receive a lower satisfaction rating than a budget moteleven though its facilities and
service would be deemed superior in 'absolute' terms."
The importance of customer satisfaction diminishes when a firm has increased bargaining power.
For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry
that is an oligopoly, where only a few suppliers of a certain product or service exist. As such,
many cell phone plan contracts have a lot of fine print with provisions that they would never get
away if there were, say, a hundred cell phone plan providers, because customer satisfaction
would be way too low, and customers would easily have the option of leaving for a better
contract offer.

PURPOSE OF CUSTOMER SATISFACTION

"Customer satisfaction provides a leading indicator of consumer purchase intentions and

loyalty." "Customer satisfaction data are among the most frequently collected indicators of
market perceptions. Their principal use is twofold:"
1. "Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the companys goods and services."
2. "Although sales or market share can indicate how well a firm is performing currently,

satisfaction is perhaps the best indicator of how likely it is that the firms customers will
make further purchases in the future. Much research has focused on the relationship
between customer satisfaction and retention. Studies indicate that the ramifications of
satisfaction are most strongly realized at the extremes." On a five-point scale,
"individuals who rate their satisfaction level as '5' are likely to become return customers
and might even evangelize for the firm. (A second important metric related to
satisfaction is willingness to recommend. This metric is defined as "The percentage of
surveyed customers who indicate that they would recommend a brand to friends." When
a customer is satisfied with a product, he or she might recommend it to friends, relatives
and colleagues. This can be a powerful marketing advantage.) "Individuals who rate their
satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt the firm
by making negative comments about it to prospective customers. Willingness to
recommend is a key metric relating to customer satisfaction

NIKE COMPANY PROFILE

NIKE, Inc. (NIKE), incorporated in 1968, is engaged in design, development and marketing of
footwear, apparel, equipment and accessory products. NIKE is a seller of athletic footwear and
athletic apparel in the world. The Company sells its products to retail accounts, through NIKEowned retail stores, and Internet sales, and through a mix of independent distributors and
licensees, in over 170 countries around the world. NIKEs athletic footwear products are
designed primarily for specific athletic use. It also markets footwear designed for baseball,
cheerleading, football, golf, lacrosse, outdoor activities, skateboarding, tennis, volleyball,
walking, wrestling, and other athletic and recreational uses. The Company sells sports apparel
and accessories, as well as athletic bags and accessory items. It also markets apparel with
licensed college and professional team, and league logos.
The Company sells a line of performance equipment under the NIKE brand name, including
bags, socks, sport balls, eyewear, timepieces, electronic devices, bats, gloves, protective
equipment, golf clubs and other equipment designed for sports activities. It also sells small
amounts of various plastic products to other manufacturers through its wholly owned subsidiary,
NIKE IHM, Inc. In addition to the products it sells directly to customers, it has entered into
license agreements that permit unaffiliated parties to manufacture and sell certain apparel,
electronic devices and other equipment designed for sports activities. Its wholly owned
subsidiary, Cole Haan (Cole Haan) designs and distributes dress and casual footwear, apparel and
accessories for men and women under the Cole Haan trademark.
The Companys wholly owned subsidiary, Converse Inc. (Converse) designs, distributes and
licenses athletic and casual footwear, apparel and accessories under the Converse, Chuck Taylor,
All Star, One Star, Star Chevron and Jack Purcell trademarks. The Company's wholly owned
subsidiary, Hurley International LLC (Hurley) designs and distributes a line of action sports and
youth lifestyle apparel and accessories under the Hurley trademark. Its wholly owned subsidiary,
Umbro Ltd. (Umbro) designs, distributes and licenses athletic and casual footwear, apparel and
equipment, primarily for the sport of football (soccer), under the Umbro trademark.
The Company competes with Adidas and Puma.

It started with a handshake between two visionary Oregonians - Bowerman and his University of
Oregon runner Phil Knight. They and the people they hired evolved and grew the company that

became Nike from a U.S.-based footwear distributor to a global marketer of athletic footwear,
apparel and equipment that is unrivaled in the world.

When Nike co-founder Bill Bowerman made this observation many years ago, he was defining
how he viewed the endless possibilities for human potential in sports. He set the tone and
direction for a young company created in 1972, called Nike, and today those same words inspire
a new generation of Nike employees.
Our goal is to carry on his legacy of innovative thinking, whether to develop products that help
athletes of every level of ability reach their potential, or to create business opportunities that set
Nike apart from the competition and provide value for our shareholders.
It started with a handshake between two visionary Oregonians - Bowerman and his University of
Oregon runner Phil Knight. They and the people they hired evolved and grew the company that
became Nike from a U.S.-based footwear distributor to a global marketer of athletic footwear,
apparel and equipment that is unrivaled in the world.
Along the way, Nike has established a strong Brand Portfolio with several wholly-owned
subsidiaries including Cole Haan, Converse Inc., Hurley International LLC, NIKE Golf, and
Umbro Ltd.
Our world headquarters is located near Beaverton, Oregon, a suburb of Portland. So while the
Pacific Northwest is the birthplace to Nike, today we operate in more than 160 countries around
the globe. Through our suppliers, shippers, retailers and other service providers, we directly or
indirectly employ nearly one million people.
That includes more than 35,000 Nike employees across six continents, each of whom make their
own contribution to fulfill our mission statement: to bring inspiration and innovation to every
athlete* in the world.

PORTFOLIO BRANDS:
NIKE, Inc.s wholly-owned affiliates, reported as Other Businesses Cole Haan, Converse, Inc.,
Hurley International, LLC, NIKE Golf, and Umbro, Ltd. play a significant role in our future
growth plans. At the end of fiscal 2011, NIKE, Inc.s affiliate businesses contributed
approximately $2.7 billion of the companys $20.9 billion in revenue. As part of our growth

strategy, we continue to invest in opportunities that will generate the highest possible long-term
returns.

COLE HAAN
Cole Haan, a wholly-owned subsidiary of NIKE, Inc., is one of Americas leading luxury brands,
offering high-quality mens and womens footwear, accessories and outerwear. Each product
blends craftsmanship, design and innovation to give it distinctive character and style. Cole Haan
operates more than 180 retail locations throughout the United States, Canada, the Middle East
and Asia. Cole Haan is headquartered in New York City and Yarmouth, Maine. Cole Haan
realized $518 million in sales in fiscal 2011. For more information on Cole Haan and the
company's latest collections, please visitwww.colehaan.com.

CONVERSE, INC.
Converse, Inc., established in 1908 and based in North Andover, Massachusetts, has built a
reputation as Americas Original Sports Company and has been associated with a rich
heritage of legendary shoes such as the Chuck Taylor All Star shoe, the Jack Purcell shoe
and the One Star shoe. Today, Converse offers a diverse portfolio including premium lifestyle
men's and women's footwear and apparel. Converse product is sold globally by retailers in over
160 countries and through more than 50 company-owned retail locations. Converse realized $1.1
billion in reported revenue in fiscal 2011.

HURLEY INTERNATIONAL, LLC

Headquartered in Costa Mesa, California, Hurley International LLC designs and distributes a line
of action sports apparel for surfing, skateboarding and youth lifestyle apparel and footwear under
the Hurley brand name. Hurley realized $252 million in reported revenue in fiscal 2011..

JORDAN BRAND
A division of NIKE, Inc., Jordan Brand is a premium brand of footwear, apparel and accessories
inspired by the dynamic legacy, vision and direct involvement of Michael Jordan. The Jordan
Brand made its debut in 1997 and has grown into a complete collection of performance and
lifestyle products. The Jordan Brand remains active in the community through its WINGS for the

Future program serving three pillars of community investmentEducation, Sport and

Creativity..

NIKE GOLE
Located at NIKEs World Headquarters in Beaverton, Oregon, Nike Golf designs and markets
golf equipment, apparel, balls, footwear, bags and accessories worldwide. Nike Golf is
passionately dedicated to ushering in the future of this great sport by developing groundbreaking innovations that enable and inspire athletes to become better. Nike Golf realized $623
million in reported revenue in fiscal 2011.

UMBRO, LTD.
Founded in 1924 and headquartered in Manchester, England. Umbro, Ltd. designs, distributes,
and licenses athletic and casual footwear, apparel and equipment, primarily for the sport of
football (soccer), under the Umbro trademarks. Umbro Ltd. has been associated with football
since the 1930s and its relationship with leading national teams and professional clubs includes
exclusive endorsements and distribution rights for playing kit, apparel and equipment, including
playing and training kits for Englands National Team. Umbro realized $224 million in sales in
fiscal 2011.

ADVERTISEMENTS:

ADIDAS COMPANY PROFILE:

Adidas AG is a German sports apparel manufacturer and parent company of the Adidas Group,
which consists of the Reebok sportswear company, TaylorMade-Adidas golf company
(including Ashworth), and Rockport. Besides sports footwear, the company also produces other
products such as bags, shirts, watches, eyewear, and other sports- and clothing-related goods.The
company is the largest sportswear manufacturer in Europe and the second-biggest sportswear
manufacturer in the world, with American rival Nike being the biggest.
Adidas was founded in 1948 by Adolf "Adi" Dassler, following the split of Gebrder Dassler
Schuhfabrik between him and his older brother Rudolf. Rudolf later established Puma, which
was the early rival of Adidas. Registered in 1949, Adidas is currently based in Herzogenaurach,
Germany, along with Puma.
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 "Three Stripes" were bought from the
Finnish sport company Karhu Sports in 1951.[4][5] The company revenuefor 2010 was listed
at 11.99 billion.

In 1994, combined with FIFA Youth Group, SOS Children's Villages became the main
beneficiary.
In 1997, Adidas AG acquired the Salomon Group who specialized in ski wear, and its official
corporate name was changed to Adidas-Salomon AG because with this acquisition Adidas also
acquired the Taylormade Golf company and Maxfli, which allowed them to compete with Nike
Golf.
In 1998, Adidas sued the NCAA over their rules limiting the size and number of commercial
logos on team uniforms and apparel. Adidas withdrew the suit, and the two groups established
guidelines as to what three-stripe designs would be considered uses of the Adidas trademark.
In 2003, Adidas filed a lawsuit in a British court challenging Fitness World Trading's use of a
two-stripe motif similar to Adidas's three stripes. The court ruled that despite the simplicity of the
mark, Fitness World 's use was infringing because the public could establish a link between that
use and Adidas's mark.

In September 2004, top English fashion designer Stella McCartney launched a joint-venture line
with Adidas, establishing a long-term partnership with the corporation. This line is a sports
performance collection for women called "Adidas by Stella McCartney",[13] and it has been
critically acclaimed.
Also in 2005, on 3 May, Adidas told the public that they sold their partner company Salomon
Group for 485m to Amer Sports of Finland. In August 2005, Adidas declared its intention to
buy British rival Reebok for $3.8 billion (US$). This takeover was completed with partnership in
January 2006[1] and meant that the company would have business sales closer to those of Nike in
North America. The acquisition of Reebok would also allow Adidas to compete
with Nike worldwide as the number two athletic shoemaker in the world.
Adidas has global corporate headquarters in Germany, and many other business locations around
the world such as Portland OR, Hong Kong, Toronto, Taiwan, England, Japan, Australia, and
Spain. Mainly sold in the U.S., Adidas makes lots of assets from these countries and is expanding
to more oversea countries.
In 2005, Adidas introduced the Adidas 1, the first ever production shoe to use a microprocessor.
Dubbed by the company "The World's First Intelligent Shoe", it features a microprocessor
capable of performing 5 million calculations per second that automatically adjusts the shoe's
level of cushioning to suit its environment. The shoe requires a small, user-replaceable battery
that lasts for approximately 100 hours of running. On 25 November 2005, Adidas released a new
version of the Adidas 1 with an increased range of cushioning, allowing the shoe to become
softer or firmer, and a new motor with 153 percent more torque.
On 11 April 2006, Adidas announced an 11-year deal to become the official NBA apparel
provider. They will make NBA, NBDL, and WNBA jerseys and products as well as team-colored
versions of the "Superstar" basketball shoe. This deal (worth over $400 million) takes the place
of the previous 10-year Reebok deal that was put in place in 2001.

PRODUCT RANGE:

Running
Adidas currently manufactures several running shoes, including the adiStar Salvation 3, the
adiStar Ride 3 (the replacement for the adiStar Cushion 6), the Supernova Sequence 4 (the
replacement for the Supernova Control 10), and the Supernova Glide 3, among others. In
addition, their performance apparel is widely used by runners. Adidas also uses kangaroo leather
to make their more expensive shoes.

Football (soccer)
One of the main focuses of Adidas is football kit and associated equipment. Adidas remain a
major company in the supply of team kits for international football teams.
Adidas also makes referee kits that are used in international competition and by many countries
and leagues in the world. The company has been an innovator in the area of footwear for the
sport, with notable examples including the 1979 release of the Copa Mundial moulded boot used
for matches on firm dry pitches. It holds the accolade of the best selling boot of all time. The
soft-ground equivalent was named World Cup and it too remains on the market, timeless and
iconic. Some of the most famous football teams are currently sponsored by Adidas. Adidas
became renowned for advancing the Predator boot design developed by ex-Liverpool and
Australian international player Craig Johnston. This design featured a ribbed rubber structure for
the upper leather of the shoe, used to accent the movement of the ball when struck; highly skilled
players claimed they were able to curve the flight of the ball more easily when wearing this new
contoured design. The Predator also features the Craig Johnston-invented Traxion sole.
FIFA, the world governing body of football, commissioned specially designed footballs for use
in its own World Cup tournaments to favour more attacking play. The balls supplied for the 2006
World Cup, the Teamgeist, were particular noteworthy for their ability to travel further than
previous types when struck, leading to longer range goal strikes that were intended to increase
the number of goals scored. Goalkeepers were believed to be less comfortable with the design,

claiming it would move significantly and unpredictably in flight..Adidas also introduced another
new ball for the 2010 World Cup. The Jabulani ball was designed and developed
by Loughborugh University in conjunction with Chelsea FC. It received much criticism from
players, managers and pundits for being too hard to control. The lighter and more aerodynamic
ball led to many shots and passes being over hit. The Jabulani was widely blamed for the low
numbers of long range goals or even remotely accurate attempts in the opening stage of the
tournament
As well as the aforementioned Predator boot, Adidas also manufacture the F50 and adiPure range
of football boots.
Adidas also provides apparel and equipment for all teams in Major League Soccer.

Tennis
Adidas has sponsored tennis players and recently introduced a new line of tennis racquets. While
the Feather is made for the "regular player", and the Response for the "club player", Adidas
targets the "tournament player" with the 12.2 oz Barricade tour model.[18] Adidas sponsors the
following professional players with mainly clothing apparel and footwear: Ana Ivanovi, Andy
Murray, Maria Kirilenko, Caroline Wozniacki, Justine Henin, Jo-Wilfried Tsonga, Daniela
Hantuchov, Alicia Molik, Fernando Verdasco, Gilles Simon, Fernando Gonzlez, Flavia
Pennetta, Laura Robson, Melanie Oudin, and Sorana Crstea. Adidas tennis apparel contains the
ClimaCool technology found in other athletic jerseys and shoes.[19]
In November 2009 World Number 4 Andy Murray was confirmed as Adidas's highest paid star
with a 5 year contract reported to be worth $24.5m.
Players sponsored by Adidas can take advantage of the Adidas Player Improvement Program,
where the company provides coaches, fitness trainers and sports psychologists to players in order
to further their careers. The program includes legendary coaches such as Darren Cahill and Sven
Groeneveld.
In Cincinnati, at the ATP Tennis Tournament in Mason, they have also sponsored the ball-boy
and ball-girl uniforms.

Golf
Adidas Golf is part of Adidas, a German-based sports apparel manufacturer and part of the
Adidas Group, which consists of Reebok sportswear company, Taylor Made-Adidas golf
company, and Rockport. The Adidas Group is one of the global leaders in the sporting goods
industry offering a wide range of products around the three core segments of Adidas, Reebok,
and Taylor Made-Adidas Golf. Adidas Golf sells and manufactures Adidas-brand golf apparel,
footwear, and accessories.
Adidas Golf sells apparel, footwear, and accessories for men, women, and youth. Men's
equipment includes footwear, shirts, shorts, pants, outerwear, base layer and eyewear. Women's
equipment includes footwear, shirts, shorts, skirts, pants, outerwear, base layers, and eyewear.
Youth equipment includes both boys and girls footwear, apparel, and eyewear.

Cricket
In the 1990s, Adidas signed world's iconic batsman Sachin Tendulkar of India and made shoes
for him. Tendulkar continues to wear Adidas shoes while playing matches. Since 2008, Adidas
has sponsored the cricket bat used by Sachin Tendulkar. It created a new cricket bat, 'Adidas
Master Blaster', personalized for him.
In 2008, Adidas made their move into English cricket market by sponsoring English batting
star Kevin Pietersen after the cancellation of his lifetime deal with Woodworm, when they ran
into financial difficulties. The following year they signed up fellow England player Ian
Bell, Pakistan opening batsman Salman Butt and Indian Player Ravindra Jadeja. Having made
cricket footwear for many years, the company finally entered the field of bat manufacture in
2008 and their products are available in the Incurza, Pellara and Libro ranges.
Adidas manufactures uniforms for the England cricket team. Adidas signed with Cricket South
Africa in 2011 and the uniforms worn by South African Cricket Team during and after
the Cricket World Cup 2011 will be manufactured by the German giant. They also sponsor
the South Korea national cricket team.

In the Indian Premier League (IPL), Adidas are the official apparel sponsor for the
teams Mumbai Indians, Delhi Daredevils and Pune Warriors India.

Basketball
Adidas has been a longtime basketball shoe manufacturer and is one of the leading basketball
brands in the world. They are most famous for their late 1960s iconic Superstar and Pro Model
shoes, affectionately known as "shelltoes" for their stylized hard rubber toe box. These were
made very popular in the 1980s hip hop streetwear scene alongside Adidas's stripe-sided
polyester suits.
Adidas is also the current outfitter of all 30 franchises in the National Basketball
Association (replacing the Reebok brand after the merger) and sponsors numerous players past
and present like Kareem Abdul-Jabbar and Tracy McGrady, as well as Dwight
Howard,Chauncey Billups, Derrick Rose, Brandon Knight, Eric Gordon, Michael Beasley, Josh
Smith and Tim Duncan. 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.

Rugby
Adidas make rugby balls and other rugby gear. They are the current kit and ball supplier to the
New Zealand All Blacks, Irish Munster Rugby, the Argentinian Pumas, and the South
African Stormers and Western Province rugby union teams among others. Adidas are also the
official match ball supplier to the Heineken Cup.

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CHAPTER 2
RESEARCH
METHODOLOGY

Research Objective and Methodology

2.1 Research Objective of the Study: The main objective behind doing this research is
to get the full knowledge about the consumer preference and satisfaction towards NIKE brand n
its products in comparison to ADIDAS brand sports products.

2.2 Research Methodology of the Study: Methodology is generally a guideline for

solving a problem, with specific components such as phases, tasks, methods, techniques and
tools. It can also be defined as follows:

2.3 Research Design:

1. Research design is the strategy, the plan, and the structure of conducting a research project.
2. A research design is the specification of methods and procedures for acquiring the information
needed.
3. It is the over-all operational pattern or framework of the project that stipulates what
information is to be collected from which source by what procedures.

Descriptive research design is a scientific method which involves observing and

describing the behavior of a subject without influencing it in any way.
The Research Design used by me is DESCRIPTIVE research design.

Types of research design

Every Research needs lots of dedication from the researchers part-the amount of dedication
mainly depends on the subject matter of the research. Before undertaking any research in any
subject areas one must be sure about the intended purpose of the research-this purpose
determines what type of research one is going to undertake. Any scientific research may fall into
the following three broadly categories:

Exploratory research-This type of research may generate any novel idea in the domain of
knowledge. It is primarily done for the purpose of finding anything new in any subject arena
and always tries to shed some light in the unknown domain of knowledge. This kind of research
also helps us to generate new discipline in sciences and help us to identify problems of those
particular research areas.

Constructive research- This is mainly done by many technological corporates in order to

find new/alternative solutions to any particular crisis or problems. For example-renewable
energy research or development of the capacity of optical fiber may fall into this category of
research.

Empirical research-This is very impressive observational type of research, where one

observes or test on real-life data or analysis the pattern of some specific events in order to
identify the nature or the class of trend that specific phenomenon maintains. Based on the test
result, researchers try to draw lines in order to predict the result of that type of incidents with
certain level of confidence.

2.4 Data Collection: The task of data collection begins after a research problem had been
defined and research design/plan chalked out. Data collection can be done by both primary and
secondary method.

Sources of Data Collection:

Primary Method: Data that have been observed and recorded by the researchers for
the first time to their knowledge. It can be collected by:

Communication

Observation

Questionnaire

There are basic approaches to data collections using primary methods:

Qualitative research includes interviews, focus groups, participant observations

and ethnographies.

Quantitative research includes controlled laboratory experiments, field work,

questionnaires and surveys.

The term primary research is widely used in academic research, market research and competitive
intelligence.

Secondary Method: Data that have been already collected by and readily available
from other sources. Such data are cheaper and more quickly obtainable than the primary
data and also may be available when primary data cannot be obtained at all.

The type of data collection used by me is a primary source;

questionnaire.

2.5 Sampling Design:

Population: A population can be defined as including all people or items with the characteristic
one wish to understand. Because there is very rarely enough time or money to gather information
from everyone or everything in a population, the goal becomes finding a representative sample
(or subset) of that population.
Sampling Unit: One of the units in to which an aggregate is divide or regarded as divided for the
purposes of sampling, each unit being regarded as individual and indivisible when selection is
made.
One (1) NIKE shoes and sportswear product user is the sampling unit.
Sample Size: The sample size is an important feature of any empirical study in which the goal is
to make inferences about a population from a sample
Sample size taken is 50.
Sampling Area: A method in which the area to be sampled is subdivided into smaller blocks
which are selected at random and then subsample or fully surveyed; method is used when a
complete frame of reference is not available.
Sampling area is NORTH DELHI.

Sampling Technique:
Sampling Technique

Non-Probability
Sampling Technique

Convenience
Sampling

Simple Random
Sampling

Judgemental
Sampling

Systematic
Sampling

Probability Sampling
Technique

Quota
Sampling

Stratified
Sampling

Snowball
Sampling

Cluster
Sampling

Other Sampling
Technique

Non-Probability Sampling Technique: Under this technique selection depends upon the
situation. The sample is not a proportion of the population and there is no system in selecting the
sample. No such assurance is given that each item has a chance of being included as a sample.

Convenience Sampling: Generalization to a population can seldom be made with this

procedure. This is one of the weakest sampling procedures.

Judgemental Sampling: It is a form of convenience in which the population elements are

selected based on the judgement of the researchers.

Quota Sampling: A pre-defined number (quota) of people who meet certain criteria are
surveyed.

Snowball Sampling: An initial group of respondents is selected, usually at random. After

being interviewed, these respondents are asked to identify others who belong to the target
population of interest. Subsequent respondents are selected based on the referrals.

Probability Sampling Technique: Under this technique such sample is selected from the
population by means of some systematic way in which every element of the population has a
chance of being included in the sample. It is more complex, expensive and time consuming. Its
types are as under:

 Simple Random Sampling: Each element in the population has an equal probability
selection and each combination of elements has an equal probability of selection.
Systematic Sampling: It is a method of probability sampling in which the defined target
population is ordered and the sample is selected according to position using a skip interval.

Stratified Sampling: Firstly divide population into groups that differ in important ways.
Basis for grouping must be known before sampling. Then select random sample from within
each group.

Cluster Sampling: This sampling is appropriate when it is very time consuming or expensive
to choose the individuals one at a time. It is also known as multistage cluster sampling.
The sampling technique used is the CLUSTER SAMPLING.

2.6 Research Instrument: The research instrument used is a QUESTIONNAIRE.

Number of questions: The questionnaire prepared by me contains 15 questions.

Types of questions:

Open Ended Questions:

Open ended questions are those questions that give the audience an opportunity to express their
opinions. In these types of questions, there are no predetermined set of responses and the person
is free to answer however he/she chooses. By including open ended questions in your

questionnaire, you can get true, insightful and even unexpected suggestions. Qualitative
questions fall under the category of open ended questions. An ideal questionnaire would include
an open ended question at the end of the questionnaire that would ask the respondent about
suggestions for changes or improvements.

Closed Ended Questions:

Closed ended questions are questions that include multiple choice answers. Multiple choice
questions fall under the category of closed ended questions. These multiple choices could either
be in even numbers or in odd numbers. By including closed ended questions in your
questionnaire design, you can easily calculate statistical data and percentages. Preliminary
analysis can also be performed with ease. Closed ended questions can be asked to different
groups at different intervals. This can enable you to efficiently track opinion over time.

Rating Scale Questions:

In rating scale questions, the respondent is asked to rate a particular issue on a scale that ranges
from poor to good. Rating scale questions usually have an even number of choices, so that
respondents are not given the choice of a middle option.

CHAPTER 3
DATA ANALYSIS

Data Analysis and Interpretation

Q. Do you prefer brand products?

A.35 respondents responded that they prefer branded products,13 respondents responded that they do not
prefer using branded products and 2 respondents responded that they dont often use the branded
products.

SL.NO

OPTIONS

IN NUMBER

IN PERCENTAGE

YES

35

70%

NO

13

25%

NOT OFTEN

5%

Q.

Q. Do you prefer wearing sports shoes?

A.35 respondents responded that they prefer wearing sports shoes while 15 responded that they
dont prefer wearing sports shoes.

SL.NO

OPTIONS

IN NUMBER

IN PERCENTAGE

YES

35

70%

NO

15

30%

Q. What brand do you prefer the most?

A.13 respondents responded that they prefer the brand ADIDAS and 22 persons responded that
they prefer NIKE brand while only 5 persons preferred REEBOK and 10 persons chose
PUMA as there most favorable brand

SL.NO

OPTIONS

IN NUMBER

IN PERCENTAGE

ADIDAS

13

25%

NIKE

20

35%

REEBOK

15%

PUMA

10

20%

Q. What factors influence you to go to a particular brand?

A.23 respondents responded that quality is the main factor which influence them to go for a
particular brand,17 persons responded that price is the main factor which influences there
decision,7 persons responded variety influences them in a particular brand while 3 persons said
that durability in the brands products influences them.

SL.NO

OPTIONS

IN NUMBER

IN PERCENTAGE

QUALITY

23

45%

PRICE

17

35%

VARIETY

15%

DURABILITY

10%

Q. Are you satisfied with the quality of your preferred brand?

A.33 respondents responded that they are satisfied with the quality of the brand which they are
using while 17 respondents responded that they are not satisfied with the quality of the brand
which they are using.

SL.NO

OPTIONS

IN NUMBER

IN PERCENTAGE

YES

33

65%

NO

10

20%

NO COMMENT

15%

Q. Are you satisfied with the price range?

A.27 respondents responded that they are satisfied with the price range of their preferred brand,
15 respondents responded that they are not satisfied with the price range of their preferred brand
while 8 persons replied with no comment answers.

SL.NO

OPTIONS

IN NUMBER

IN PERCENTAGE

YES

27

55%

NO

15

30%

NO COMMENTS

15%

Q. How do you consider the importance of sports shoes?

A.20 respondents responded that they use sports shoes for comfort basis,15 respondents replied
that they use them for their good price,7 respondents use sports shoes for their durability while
5persons use sports shoes for their use in sports and 3 persons for any other reasons.

SL.NO

OPTIONS

IN NUMBER

IN PERCENTAGE

COMFORT

20

40%

PRICE

15

30%

DURABILITY

15%

USE IN SPORTS

10%

ANYOTHER

5%

Q. What kind of promotional tool do you prefer?

A.5 respondents responded that they prefer lucky coupon technique for promotion,8 persons
responded that they prefer free gift technique as a promotional tool, while majority of the
respondents i.e. 30 seemed to favored the discount technique and rest 7 responded with one plus
one technique.

SL.NO

OPTIONS

IN NUMBER

IN PERCENTAGE

LUCKY COUPON

10%

FREE GIFT

15%

DISCOUNT

30

60%

ONE PLUS ONE

15

Q. Are you willing to buy preferred brand at lower rate but with negotiable
quality?
A.20 respondents were willing to buy the preferred brand at lower price with negotiable quality
while the other 30 were not willing to buy brand with negotiable technology.

SL.NO

OPTIONS

IN NUMBER

IN PERCENTAGE

YES

20

40%

NO

30

60%

Q. Will you purchase another brand of same quality with lesser price?
A.35 persons responded that they will purchase another brand of same quality at a lesser price
while other 15 were not willing to change their preferred brand.

SL.NO

OPTIONS

IN NUMBER

IN PERCENTAGE

YES

35

70%

NO

15

30%

Q. Is there any impact of advertisement on selection of brands?

A.28 respondents responded that advertisement has a impact on their selection of brands while
22 respondents responded that advertisement does not have any impact on their selection of
brands.

SL.NO

OPTIONS

IN NUMBER

IN PERCENTAGE

YES

28

55%

NO

12

45%

FINDINGS

Findings

96% people prefer wearing sport shoes.

97% people are satisfied with are quality of Adidas, Nike.

95% people are satisfied with price range of Adidas, Nike.

98% people will purchase the Adidas, Nike shoes again even if price increases.

5 65% people give preference to comfort. 13% give preference to price. 12% give preference
to durability. Rest 10% gives preference to use in sport while considering importance of sport
shoes.
6

90% people does not switch over the brand.

7 60% people like the light weight of Nike, Adidas the most. 15% like comfort. 25% like toe
support.
8

55% people prefer Nike, Adidas shoes in range shoes of 1500-3500.

62% people purchase Nike, Adidas product only once a year.

10

80% people are satisfied with Nike, Adidas.

11 87% people think Nike, Adidas serves purpose of being a good brand.
12 97% people think Nike, Adidas should launch a new range which will serve the purpose of
service class.

LIMITATIONS

LIMITATIONS

Psychological Constraints:

Most of the persons who were questioned felt disturbed while responding during their work
hours; hence they made it a point to finish off answering the questionnaire as soon as
possible.

Constraints regarding confidential Issues:

Most of the interviewed persons were reluctant to give information.

No wide coverage:
As the research was confined to only North Delhi

Time constraint- There was a time constraint in the study

Limited information on the internet about the company profiles of both the brands.

SUGGESTIONS
AND
RECOMMENDATIOND

SUGGESTIONS AND RECOMMENDATIONS

Half of the population prefers buying Nike sportswear products.

Nike is preferred over Adidas
90% of the population is satisfied with the Nike products
Durability and comfort are the main concern for buying shoes
60% of total population visits the Nike showroom once in a month
More than half of the population thinks that Nike should introduce new range of shoes
Reebok and puma are the least preferred brand of shoes and sportswear

CONCLUSION

CONCLUSION

Nike is the preferred brand of shoes and other sports accessories among public
Puma n Reebok are the least preferred brand of shoes and other sports accessories

amongst the public

More than half of the population visits the Nike showroom once in a month
90% of the population is satisfied with the Nike brand
Durability and comfort are the main concern of public in relation to sport shoes
Pricing strategy in India plays an important part in attracting consumers
More than half of the population believes that Nike advertisements are satisfactory

BIBLOGRAPHY

BIBLOGRAPHY
Books/Magazines Referred

Berry L.L (1995) Relationship marketing of services- growing interest, emerging perspectives.
Homer.P.Kahle L.R.(1998) a structural equation test of the value-attitude behaviorhierarchy.
Howard J (1989) consumer behavior in marketing strategy, Englewood Cliffs.
Kotler.P. (1997) marketing management, analysis, planning, implementation and Control.
Kotler (2000) marketing management, Millennium edition

Websites
www.researchandmarkets.com
www.google.com
www.nike.com
www.adidas.com
www.wikipedia.com

ANNEXURE

ANNEXURE

1. Name:
2. Age:

Less than 20 years.

20-30 years.
30-40 years.
Above 40 years.

Male.
Female.

3. Gender:

4. Occupation: if you choose service or business then answer Q5 otherwise move to Q6.

Service
Student
Business
Any other (specify):

5. Monthly Income:

Less than Rs 10,000.

Rs 10,000 Rs20, 000.
Rs 20,000 Rs 30,000.
Rs 30,000 Rs 40,000.
Above Rs 40,000

6. Do you prefer brand products?

Yes
No

7. Do you preffer wearing sports shoes?

Yes
No

8. What brand do you prefer the most?

Reebok
Nike
Adidas
puma
Any other

9. What factors influence you to go to a particular brand?

Quality
Price
Durability
Variety
Any other

10. Are you satisfied with the quality of your preferred brand?
Yes
No
No comments

11. Are you satisfied with the price range?

Yes
No
No comment

12. How do you consider the importance of sports shoes?

Comfort
Price
Durability
Use in sports
Any other

13. What kind of promotional tool do you prefer?

Lucky coupons
Discount
Free gift
Buy 1 get 1 free
Any other

14. Are you willing to buy preferred brand at lower rate but with negotiable quality?
Yes
No

15. Will you purchase another brand of same quality with lesser price?
Yes
No

16. Is there any impact of advertisement on selection of brands?

Yes
No