Factors influencing brand loyalty towards Kalenji

brand
SUMMER PLACEMENT REPORT

In partial fulfillment of the requirement for the award

of
MASTERS DEGREE IN BUSINESS ADMINISTRATION (MBA)
(2011-2013)
By

M.ANOOP
Register no: - 30752

RAJAGIRI COLLEGE OF SOCIAL SCIENCES

RAJAGIRI.P.O.
KOCHI- 683104

EXECUTIVE SUMMARY
In India, sports ware brands such as Puma, Nike, Addidas, Reebok, Fila etc are popular among
sportswear consumers. Sportswear has become a popular category among young people as it
identifies them with a more relaxed lifestyle, greater versatility and comfort. Many companies,
especially those in the sportswear industry try to enhance brand loyalty among their customers.
Brand loyalty is a consumers conscious or unconscious decision that is expressed through
the

intention

or

behavior

to repurchase a particular brand continually. Brand loyalty has

been proclaimed to be the ultimate goal of marketing.

In marketing, brand loyalty consists of a consumers commitment to repurchase the

brand through repeated buying of a product or a service or other positive behaviors such as word
of mouth. This indicates that the repurchase decision very much depends on trust and quality
performance of the product or service. The purpose of this research is to investigate how the
respondents are influenced by factors of brand loyalty towards KALENJI brands. So it is
important for marketers to get more information about brand loyalty because of the rising trend
of brand switching behavior of consumers.

The aim of this research is to study the effect of product quality, brand name, price, store
environment and service quality on brand loyalty in the Bangalore. A sample size of 150
between the age group of 18 to 55 is being selected for the purpose of research. The study can be
helpful in providing useful information to Kalenji brand
branding strategies.

in developing their competitive

Chapter 1
PROFILE STUDY OF THE
ORGANIZATION

INDUSTRY PROFILE
INTRODUCTION
Sport from games and physical activity to organized competitive sport has an important role
in all societies. For the individuals, it enhances fitness, improves general health and enables a
person to be self-confident. At the national level, sport and physical education contribute to
economic and social growth, improves public health, and bring different communities together. It
is an important component of human capital development. At the global level, sports and
physical education can have a long lasting positive impact on development of poor countries
through various linkages like development of tourism sector. It helps to maintain international
peace and promotes cordial international relations through international sporting events.

Globally, the sports market is one of the most complex and diverse markets in which the
government, federations and private sector are intertwined and all of them play an important role.
In many countries the government is responsible for the development of sports infrastructure. For
instance, in countries like China, Australia and India, development of sports infrastructure is one
of the key responsibilities of the government. Government policies directly or indirectly impact
the development of sports in any country. However, these policies vary from country to country.
In countries like China and Australia sports sector got a boost due to conducive government
policies. For instance in China, the government adopted "Physical Health Law of the People's
Republic of China" in 1995 in which it aimed to build a sport and health-building service system
for the general public. Prior to 1990s, sports sector in China was completely government
funded, however, since then, there has been corporatisation of sports. This has helped in
professionalization of sports and improving sports environment in China. In Australia, the
governments focus on sports development was propelled by Australias poor performance in the
1976 Montreal Olympic Games. The government adopted a policy of Using sport to build
healthy and active communities and commissioned various studies. Despite political resistance,
a governing body called the Australian Institute of Sports (AIS) was established in 1981for

focused infrastructure development to facilitate development and training of Australian

sportsperson. In 1989 for a holistic development the government decided to form the Australian
Sports Commission (ASC) and merge the AIS with it. The ASC is one of the most active global
institutions in promoting sports at the grass-root level, training and development of sportsperson,
among others.

At present, the size of the sports retail market in India is small. There are no clear estimates on
the size of the sports sector alone. However, the sports, equipments, books and entertainment
sector together constituted around 2.7 per cent of the total retail market in 2006-07 while in the
organised retail market its share is around 10 per cent. India has developed as a sports good
sourcing hub and the sports goods industry has been growing at an average annual rate of around
10-12 per cent in the past five years. The focus of the industry has been on exports. However, of
late the sports market in India is growing rapidly with the continued growth of GDP, a young and
educated population, higher disposable income, urbanisation, awareness and exposure to
international markets, the presence of foreign brands, corporate entry into sports, technological
developments, and good performance of the country in some international events. The country is
hosting a series of international sporting events which is likely to boost the industry and increase
sports awareness. Also, sports promotion, training and infrastructure, and exports of sports goods
are now the focus areas of the Indian government.

In India, sports are treated as a recreational and leisure activity. As income increases, expenditure
on recreational and leisure activities also increases. In the recent years, the consumption of food
and basic necessities is declining, while spending on recreational activities is increasing. It is
predicted that recreation consumption in India, which 11 Private labels are own brands of
retailers.

The government wants to develop India as a sourcing hub for sports goods, apparel and footwear.
For this, 100 per cent FDI is allowed in manufacturing of sports product. The focus of the
governments policy in manufacturing is on exports and not on the domestic market. The
government has created special economic zones where manufacturers get various tax exemptions
on export income and easier clearances among others. The sports goods and toys sector has a
special focus in the Foreign Trade Policy (2009-14) and is treated as a priority sector under the
Marketing Development Assistance and the Market Access Initiative schemes. The allocations
for these schemes have been increased. Applications relating to sports goods and toys are given
fast-track clearance by the DGFT (Directorate General of Foreign Trade). There are duty
exemptions on the import of footwear machinery, and concessions have been given to the import
of sports vehicles, such as golf carts for hotels, travel agents and tour operators to promote the
tourism industry in general and golf tourism, in particular. For technological up gradation in the
apparel sector, the EPCG (Export Promotion Capital Goods) scheme offers zero duty for capital
goods imports. To promote modern retail infrastructure, concessional duty benefits under the
EPCG scheme have been extended to the import of capital goods required by retailers that have a
minimum area of 1,000 sq. metres; retailers availing of this scheme will have to fulfil export
obligation criteria.
Apart from these, the Foreign Trade Policy emphasised on the promotion of Indian brands in
international markets, simplification of the procedures for imports/exports, improvements in
infrastructure related to exports, and reduction in transaction costs. When the Indian exporters
were hit by the global slowdown, government announced stimulus packages to revive the sector.

The retail sector in India has received a shot in the arm by the Indian Governments recent policy
decision to allow Foreign Direct Investment (FDI) of up to 51% in multibrand retail and upto
100% in single brand retail. Given that 95% of the sector constitutes unorganized retail
consisting largely of mom and pop stores, the Government have treaded cautiously by building
adequate safeguards for the domestic stakeholders in the unorganized sector. Foreign investments

in retail will have to go through Government approval first. The policy mandates a minimum
investment of $100 Mn with at least half the amount be invested in back-end infrastructure,
including cold chains, refrigeration, transportation, storage, packaging etc. Further, foreign
retailers will have to source a minimum 30% from the Indian small and micro industry. Another
key policy initiative to safeguard small/unorganized sector retailers is that FDI is being allowed
only in 53 cities having a population of over 1Mn out of nearly 8000 cities/towns in India.
Finally in Indias federal structure, retail trade is a state level regulation and it will be up to the
states to allow foreign participation in the respective 53 cities within their states.

COMPETITOR ANALYSIS
Competitors of Decathlon Sports India Private Limited are:
All the Sports company in India especially the International sports brands are the major
competitors of Decathlon Sports India Private Limited. Some of them are:

NIKE
ADIDAS
FILA
PUMA
REEBOK
KITBAG
EARLY WINTER
JD SPORTS

COMPANY PROFILE

HISTORY OF THE COMPANY

Decathlon is a major French sporting goods chain store, with stores located throughout the
world. It started with a shop near Lille, France in 1976. It expanded to Germany in
1986, Spain in 1992 and the United Kingdom in 1999. It entered the American market by
purchasing the New England 20-store MVP Sports chain in 1999, rebranding them as Decathlon
USA. A restructuring led to all but four Massachusetts locations closing in 2003. In September
2006, Decathlon announced its decision to exit the US altogether by years ends.
The retailer stocks a wide range of sporting goods, from tennis racquets to advanced scuba
diving equipment, usually in large superstores. Decathlon Group also owns
the Toboggan and Decat stores, the former sells sporting goods at discount prices, whilst the
latter is a smaller high street sized version of the larger Decathlon superstores.
In 2007 the group is the worldwide largest sporting goods reseller with a turnover of USD
6,123,000.

PRODUCT LINES

The chain develops and sells its own brands. Each group of activities has a separate brand name:

APTONIA - Nutrition and health care

ARTENGO - Racket sports

B'TWIN - Cycling

CAPERLAN - Fishing

DOMYOS - Fitness, dance, martial arts and contact sports

FLX - Cricket

FOUGANZA - Horse riding

GEOLOGIC - Outdoor sports, archery, darts and ptanque

GEONAUTE - Sports & Electronics

INESIS - Golf

KALENJI - Running

KIPSTA - Team sports

NABAIJI - Swimming

NEWFEEL - Walking

OXELO - Roller, skate and ice sports

Quechua - Mountain and outdoor sports

ROCKRIDER - Mountain biking

SIMOND - Mountaineering

SOLOGNAC - Hunting

TRIBORD - Water sports

WED'ZE - Skiing, snowboarding

MYSPORTEEZY - Event organization (birthday, corporate day...)

Decathlon has also developed brands for components which provide technical support for the
products of its passion brands:

EQUAREA - Clothing designed for the active removal of sweat

ESSENSOLE - Shoe soles and insoles

NOVADRY - waterproof and breathable clothes

OUTCHOC - Sport protection

At Decathlon we love sports, all sports and all those who play and practice sports. We offer sports
enthusiasts products and solutions to each of their level, their rhythms and their demands.
We believe that the pleasure and benefits of sports contribute to the good health, balanced education,
social integration and sustainable development the world over. In India it is our aim to do our best to
help more and more Indians play more by paying less for their sports equipment

STRATERMIC - Warm and light clothes

STRENFIT - Light and Robust Synthetic fabrics (non garment)

SUPPORTIV - Support and compression

Vision Statement

Make the pleasure and benefits of sport accessible to all .

Mission statement
To provide sports products and facilities with high quality but low prices.

.Departments

Production Department

Operations Department

Logistic Department

Finance Department

Human Resource Department

IT Department

BUSINESS VOLUME AND TURNOVER

Turnover
International 55.4%
France - 44.6%

OUR EXPANSION PLAN

SWOT Analysis
Strength
1. Stores located throughout the world with 800 stores all over
2. Group is largest sporting goods reseller in domestic market
3. Large variety of sports goods in affordable pricing for all classes of consumers
4. Own private label brands to get high brand recall
5. Strong and innovative marketing since years have created a strong brand retention in the
minds of customers.

Weakness
1. Limited global presence as compared to leading global companies
2. E- retailing is gaining importance but still company has limited presence on the same

Opportunities
1. Brand building by tie-up with emerging clubs/teams/players
2. Company has opportunity to innovate on technology front to design new products
3. Creating high brand awareness by exploring advertising media tactically

Threats
1. High inflation doesn't give opportunity of cost advantage in competitive environment
2.High competition from global and domestic players
3.Threats from other brands who provide goods at lower price

Section-II
Problem Centered Study

TITLE OF THE STUDY

Factors influencing brand loyalty towards Kalenji brand

BACKGROUND OF THE STUDY

Sportswear has become a common and popular category among young people as it identifies
them with a more relaxed lifestyle, greater versatility and comfort. This has prompted
manufacturers to start expanding their business particularly in Asia as it has the potential to give
them higher volume of sales for their products. Many companies, especially those in the
sportswear industry try to enhance brand loyalty among their customers. Brand loyalty is a
consumers conscious or unconscious decision that is expressed through the intention or behavior
to repurchase a particular brand continually.

STATEMENT OF PROBLEM
Now a day the trend of brand switching among sportswear consumers is increasing due to the
increasing number of competitors or alternatives. The study aiming to identify what are the
factors that makes the customer sticks on to a particular sportswear brand. For that, five factors
of brand loyalty which seems to be important in the Indian market has been taken. The focus
of this study is to examine the relationship exists between the variables (Product
quality, Price, Brand name, Store environment, and Service quality and brand loyalty).

SIGNIFICANCE OF THE STUDY

Competition in the sportswear market is very much increasing today because of the increasing
number of competitors or alternatives. It resulted in rising trend of brand switching among
consumers. So it is important for the marketers to get more information about the factors that
affect brand loyalty, so that it could help them to develop brand loyal behavior among their
potential customers. As such from the study we can

provide useful information to Kalenji

brand for developing competitive

based

brand

strategies

on

the

effect

of

above

mentioned loyalty factors in the Indian scenario.

The study examines the factors that influencing the brand loyalty of sportswear consumers in
Bangalore. If the hypotheses are true, the study would uncover a potentially important
relationship of Brand loyalty of sportswear consumers with
name,

Store environment and Service quality.

Product

quality, price , Brand

Chapter-2
RESEARCH PROCESS

Hypothesis
This study focuses on the factors that influencing consumers brand loyalty towards Kalenji
brand. Based on the factors that influence brand loyalty, the following hypotheses are derived.
H1: Product quality has a significant effect on brand loyalty towards Kalenji brand .
H2: Brand name has a significant effect on brand loyalty towards Kalenji brand .
H3: Price has a significant effect on brand loyalty towards Kalenji brand .
H4: Store environment has a significant effect on brand loyalty towards Kalenji brand .
H5: Service quality has a effect on brand loyalty towards Kalenji brand .

Objectives of the study

To study the effect of product quality on brand loyalty towards kalenji brand in
Bangalore.
To study the effect of brand name on brand loyalty towards kalenji brand in Bangalore.
To study the effect of price on brand loyalty towards kalenji brand in Bangalore.
To study the effect of Store environment on brand loyalty towards kalenji brand in
Bangalore.
To study the effect of Service quality on brand loyalty towards kalenji brand in
Bangalore.

SCOPE OF THE STUDY

Time

: JUNE-JULY 2013

Place : BANGALORE

RESEARCH DESIGN
The research design is survey type and the nature of the study is descriptive.

Population

Data collection

Kalenji brand users in Bangalore.

The data was collected from the respondents using a standardized

questionnaire.
Tool for data collection

The

data collection was done with the help of questionnaire.

Five point Liker scale questions were

developed

to indicate respondents

degree of

agreement on each of the statement.

METHOD OF DATA COLLECTION

DATA SOURCES
Primary data
Data used in the study is the Primary data. Primary data are the actual information, which
are received by researcher for study from the actual field of research. The data collected
through interview and observation is called primary data because the researcher attains
them from the field of research directly and for the first time.
Secondary data
Secondary data are the information, which are attained indirectly. The researcher does not attain
them himself or directly. Secondary data are generally attained from published and unpublished
materials. They can gathered from public documents such as diaries, letters or they can gathered
from public documents such as books, manuscripts, records and census reports. Secondary data
were collected also from the other sources like company journals, company web site, company
brochures and internet. .

SAMPLING DESIGN

Sampling method

Sampling Unit

The sampling method being used is convenience sampling.

The sampling unit is the individual users of Kalenji brand in
Bangalore.

Sample size

150

CHAPTER-3
ANALYSIS AND
INTERPRETATION

TABLE 1: RESPONDENTS ON THE BASIS OF GENDER.

Type of Respondents
Male

Number
Respondents
83

of Percentage

Female

67

45%

Total

150

100

55%

Gender

Female; 45%

Male; 55%

Inference: it is clear from above figure that majority of respondents were male which
contributed 55% and females 45%. The reasons for the difference may be either the males are
more passionate towards sportswear brands and there willingness to fill the questionnaire was
much more than females who were mostly concentrated on shopping activity.

TABLE 2: RESPONDENTS ON THE BASIS OF AGE.

S. NO.

AGE

01

18-25

FREQUENCY PERCENTAG
E
66
44

02

26-35

49

32

03

36-45

19

13

04

46-55

16

11

150

100

Total

AGE
46-55; 11%
36-45; 13%
18-25; 44%

26-35; 33%

Inference: It is clear from above figure that majority of respondents fall in the age group of 1825 i.e. 44%, 32.0% falls in the age group of 26-35, 13.0% falls in the age group of 36-45 and
11.0% falls under the age group of 46-55.

TABLE 3: RESPONDENTS ON THE BASIS OF OCCUPATION.

S.NO.

Occupation

Frequency

01

Student

45

PERCENTAG
E
38

02

professional

57

30

03

self-employed

16

11

04

others

32

21

150

100

Total

occupation
others; 21%

Student

self Employed; 11%

professional; 38%

; 30%

Inference: From the above graph, it is identified that professionals are more brand loyal to
Kalenji. It is clearly evident that Kalenji has lot of products especially designed for people who
are approaching sports professionally. At the same time it demands a greater concern that the
presence of students right behind professionals with 30%.

S.NO.

DEGREE
OF FREQUENCY
AGREEMENT

PERCENTAG
E

01

Strongly agree

38

25

02

Agree

64

43

03

Neutral

27

18

04

Disagree

15

10

05

Strongly disagree

150

100

TOTAL

TABLE 4: THE BRAND LASTS LONGER THAN OTHER BRANDS

70
60
50
40
30
20
10
0

strongly Agree

Agree

Neutral

Disagree

strongly Disagree

Inference: It is clear from the above Figure that 25.0% of respondents Strongly agree, 43.0%
agree and 18.0 % are neutral in the opinion that they are concerned about the durability of the
brand.

Table 5: The size of the brand fits me very much

S.NO.

DEGREE
OF FREQUENCY
AGREEMENT

PERCENTAG
E

01

Strongly agree

25

02

Agree

61

41

03

Neutral

35

23

04

Disagree

21

14

05

Strongly disagree

17

150

100

TOTAL

70
60
50
40
30
20
10
0

strongly Agree

Agree

Neutral

Disagree strongly Disagree

Inference: It is clear from the above Figure that 36.0% of respondents Strongly agree, 50.0%
agree ,23.0 % are neutal,14.0% disagree and 17.0% strongly disagree .

TABLE 6: THE
COMFORTABLE

MATERIALS

USED

BY

THE

BRAND

ARE

S.NO.

DEGREE
OF FREQUENCY
AGREEMENT

PERCENTAG
E

01

Strongly agree

65

43

02

Agree

55

37

03

Neutral

18

12

04

Disagree

05

Strongly disagree

TOTAL

70
60
50
40
30
20
10
0

strongly Agree

Agree

Neutral

Disagree strongly Disagree

Inference:It is clear from the above Figure that 43.0% of respondents Strongly agree, 37.0%
agree and 12.0 % are neutral ,5% disagree and 3 % strongly disagree.

S.NO.

DEGREE
OF FREQUENCY
AGREEMENT

PERCENTAG
E

01

Strongly agree

70

46

02

Agree

45

30

03

Neutral

25

16

04

Disagree

05

Strongly disagree

150

100

TOTAL

TABLE 7: THE BRAND HAS GOOD FUNCTIONAL QUALITY.

S.NO.

DEGREE
OF FREQUENCY
AGREEMENT

PERCENTAG
E

01

Strongly agree

24

16

02

Agree

35

23

03

Neutral

61

41

04

Disagree

18

12

05

Strongly disagree

12

150

100

TOTAL
70
60
50
40
30
20
10

D
is
ag
re
e

st
ro
ng
ly

D
is
ag
re
e

Ag
re
e

eu
tr
al
N

st
ro
ng
ly

Ag
re
e

Inference:It is clear from the above Figure that .46% of respondents Strongly agree, 30.0%
agree and 16.0 % are neutral, 5% disagree , and 3% strongly disagree .

TABLE 8 : BRAND NAME AND IMAGE ATTRACT ME TO PURCHASE

70
60
50
40
30
20
10
0
strongly Agree

Agree

Neutral

Disagree strongly Disagree

Inference : It is clear from the above Figure that 20% of respondents Strongly agree, 36% agree
and 31 % are neutral ,10 % disagree and 3 % strongly disagree.

TABLE 9 : BRAND IS REPUTABLE

S.NO.

DEGREE
OF FREQUENCY
AGREEMENT

PERCENTAG
E

01

Strongly agree

67

44

02

Agree

43

29

03

Neutral

28

19

04

Disagree

05

Strongly disagree

150

100

TOTAL

70
60
50
40
30
20
10

D
is
ag
re
e

st
ro
ng
ly

D
is
ag
re
e

Ag
re
e

eu
tr
al
N

st
ro
ng
ly

Ag
re
e

Inference: It is clear from the above Figure that 44% of respondents Strongly agree, 29% agree
and 19 % are neutral,6 % disagree and 2 % strongly disagree.

TABLE 10 : BRAND REFLECTS MY OWN PERSONALITY

S.NO.

DEGREE
OF FREQUENCY
AGREEMENT

PERCENTAG
E

01

Strongly agree

32

21

02

Agree

58

39

03

Neutral

35

23

04

Disagree

17

12

05

Strongly disagree

150

100

TOTAL

S.NO.

DEGREE
OF FREQUENCY
AGREEMENT

PERCENTAG
E

01

Strongly agree

60

40

02

Agree

53

35

03

Neutral

21

14

04

Disagree

10

05

Strongly disagree 6

TOTAL

150

4
100

60
50
40
30
20
10
0
strongly Agree

Agree

Neutral

Disagree strongly Disagree

Inference: It is clear from the above Figure that 21% of respondents Strongly agree, 39% agree
and 23 % neutral,12 % disagree, 5 % strongly disagree.

TABLE 11 :DECREASE IN PRICE ATTRACTS ME TO PURCHASE

S.NO.

DEGREE
OF FREQUENCY
AGREEMENT

PERCENTAG
E

01

Strongly agree

45

30

02

Agree

62

41

03

Neutral

28

19

04

Disagree

10

05

Strongly disagree

150

100

TOTAL

60
50
40
30
20
10
0
strongly Agree

Agree

Neutral

Disagree strongly Disagree

Inference: It is clear from the above Figure that40 % of respondents Strongly agree, 35% agree
and 14.0 % are neutral, 5 % disagree, 4% strongly disagree.

TABLE 12 :THE BRAND PROVIDES GOODS VALUE FOR MONEY

70
60
50
40
30
20
10
0
strongly Agree

Agree

Neutral

Disagree strongly Disagree

Inference: It is clear from the above Figure that 30% of respondents Strongly agree, 41% agree
and 19% neutral, 7 % disagree, 3% strongly disagree.

TABLE 13 :THE BRAND HAS GOOD STORE LOCATION

S.NO.

DEGREE
OF FREQUENCY
AGREEMENT

PERCENTAG
E

01

Strongly agree

18

12

02

Agree

31

21

03

Neutral

54

36

04

Disagree

32

21

05

Strongly disagree

15

10

150

100

TOTAL

60
50
40
30
20
10

st
ro
ng
ly

D
is
ag
re
e

D
is
ag
re
e

Ag
re
e

eu
tr
al
N

st
ro
ng
ly

Ag
re
e

Inference: It is clear from the above Figure that 12% of respondents Strongly agree, 21% agree
and 36 % neutral are 21 % disagree, 10% strongly disagree.

TABLE 14 :THE BRAND HAS SUFFICIENT OUTLETS

S.NO.

DEGREE
OF FREQUENCY
AGREEMENT

PERCENTAG
E

01

Strongly agree

39

26

02

Agree

58

38

03

Neutral

22

15

04

Disagree

19

13

05

Strongly disagree 12

18

TOTAL

150

100

60

50

40

30

20

10

0
strongly Agree

Agree

Neutral

Disagree strongly Disagree

Inference: It is clear from the above Figure that 26% of respondents Strongly agree, 38% agree
and 15 % neutral, 13% disagree, 18 % strongly disagree.

TABLE 15 : THE INTERIOR DISPLAY IS ATTRACTIVE

S.NO.

DEGREE
OF FREQUENCY
AGREEMENT

PERCENTAG
E

01

Strongly agree

83

56

02

Agree

44

29

03

Neutral

14

04

Disagree

05

Strongly disagree

150

100

TOTAL

90
80
70
60
50
40
30
20
10

D
is
ag
re
e
st
ro
ng
ly

D
is
ag
re
e

Ag
re
e

eu
tr
al
N

st
ro
ng
ly

Ag
re
e

Inference:It is clear from the above Figure that 56% of respondents Strongly agree,29 % agree,9
% are neutral, 4 % are disagree and 2% strongly disagree .

S.NO.

DEGREE
OF FREQUENCY
AGREEMENT

PERCENTAG
E

01

Strongly agree

69

46

02

Agree

51

34

03

Neutral

18

12

04

Disagree

05

Strongly disagree

150

100

TOTAL

TABLE 16 : SALESPERSON OF THE STORES ARE WELL-TRAINED

70
60
50
40
30
20
10
0
strongly Agree

Agree

Neutral

Disagree strongly Disagree

Inference:It is clear from the above Figure that46 % of respondents Strongly agree, 34% agree
and 12 % are neutral, 6% disagree and 2 % strongly disagree.

Table 17 : Salesperson of the stores are willing to help

S.NO.

DEGREE
OF FREQUENCY
AGREEMENT

PERCENTAG
E

01

Strongly agree

60

40

02

Agree

47

31

03

Neutral

23

16

04

Disagree

12

05

Strongly disagree

150

100

TOTAL

60
50
40
30
20
10
0
strongly Agree

Agree

Neutral

Disagree strongly Disagree

Inference: It is clear from the above Figure that 40% of respondents Strongly agree, 31% agree
and 16 % are neutral, 8 % disagree, 5 % strongly disagree.

TABLE 18 : SALESPERSONS
APPEARANCE

OF THE

STORES

HAVE

NEAT

S.NO.

DEGREE
OF FREQUENCY
AGREEMENT

PERCENTAG
E

01

Strongly agree

88

59

02

Agree

42

28

03

Neutral

13

04

Disagree

05

Strongly disagree

150

100

TOTAL

90
80
70
60
50
40
30
20
10
0
strongly Agree

Agree

Neutral

Disagree strongly Disagree

Inference: It is clear from the above Figure that59 % of respondents Strongly agree, 28% agree
and 9 % are neutral,3 % disagree, 1 % strongly disagree .

TABLE 19 : I WOULD BE UPSET IF I HAD TO BUY ANOTHER BRAND

IF KALENJI BRAND WAS NOT AVAILABLE

S.NO.

DEGREE
OF FREQUENCY
AGREEMENT

PERCENTAG
E

01

Strongly agree

28

19

02

Agree

41

27

03

Neutral

50

33

04

Disagree

18

12

05

Strongly disagree

13

150

100

TOTAL

50
45
40
35
30
25
20
15
10
5
0
strongly Agree

Agree

Neutral

Disagree strongly Disagree

Inference: It is clear from the above Figure that 19% of respondents Strongly agree, 27% agree
and 33 % are neutral, 12 % disagree and 9 % strongly disagree .

S.NO.

DEGREE
OF FREQUENCY
AGREEMENT

PERCENTAG
E

01

Strongly agree

31

21

02

Agree

53

35

03

Neutral

42

28

04

Disagree

14

05

Strongly disagree

10

150

100

TOTAL

TABLE 20: I WOULD CONTINUE TO BUY KALENJI BRAND OF

SPORTSWEAR SINCE I LIKE THE BRAND VERY MUCH

S.NO.

DEGREE
OF FREQUENCY
AGREEMENT

PERCENTAG
E

01

Strongly agree

35

23

02

Agree

48

32

03

Neutral

39

26

04

Disagree

17

12

05

Strongly disagree

11

150

100

TOTAL
60
50
40
30
20
10
0
strongly Agree

Agree

Neutral

Disagree strongly Disagree

Inference:It is clear from the above Figure that 21% of respondents Strongly agree, 35% agree
and 28% are neutral, 9 % disagree and7% strongly disagree.

TABLE 21 : I FELT MUCH ATTACHED TO KALENJI BRAND OVER

OTHER BRAND OF SPORTSWEAR

50
45
40
35
30
25
20
15
10
5
0
strongly Agree

Agree

Neutral

Disagree strongly Disagree

Inference: It is clear from the above Figure that 23 of respondents Strongly agree, 32% agree ,
26% are neutral,12 % disagree ,7 %strongly disagree.

TABLE 22 : IF KALENJI BRAND WAS NOT AVAILABLE ON THE STORE

I WOULD RATHER NOT BUY AT ALL IF I HAVE TO CHOOSE
ANOTHER BRAND

S.NO.

DEGREE
OF FREQUENCY
AGREEMENT

PERCENTAG
E

01

Strongly agree

20

13

02

Agree

33

22

03

Neutral

52

35

04

Disagree

27

18

05

Strongly disagree

18

12

150

100

TOTAL

60
50
40
30
20
10
0
strongly Agree

Agree

Neutral

Disagree

strongly Disagree

Inference: It is clear from the above Figure that 13% of respondents Strongly agree, 22%
agree, 35 % are neutral , 18 % disagree,12 % strongly disagree.

Chapter IV
Findings & Conclusion

FINDINGS

 The overall result shows that all the factors that have been taken for study are
important for the brand loyalty towards Kalenji Brand.
In those factors price, product quality, store environment and service quality are
the factors which are most crucial.

It is revealed that Brand name is the factor which is less influencing on the brand
loyalty towards kalenji. Because this brand name is not so popular among Indian
customers.
The study identifies that Males are more brand loyal than females regarding the
brand loyalty towards a sportswear brand like Kalenji.
It also came in to day light that sports professionals recognizing Kalenji brand and
they are more brand loyal towards Kalenji.

Youngsters especially students are becoming more brand loyal towards Kalenji
brand.

CONCLUSION
From the study it is understood that Price, Product quality and Store environment are the most
crucial factors that makes the customer Brand loyal to Kalenji Brand. Because Kalenji is a new
brand to India, brand name doesnt have that much effect on brand loyalty. The brands design

and functional quality makes sport professional love the brand. At the same time, what more
hopeful for the brand is that students are getting very much attracted to the brand now. This
opens a great market for the brand. So Kalenji, one of the most popular sportswear brands in
western countries can repeat the history in India also by focusing on these factors. After an year
or two the brand also can make its own influence on the brand loyalty towards Kalenji brand.

SUGGESTION
As it was found that product quality, price, store environment and service quality are the
crucial factors of brand acceptance so they should focus more on these factors to retain
their acceptance among the Indian customers.

 There should be no compromise in quality as the most important influencing factor

towards the brand is product quality.
Brand name should be given equal importance like the other crucial factors mentioned
above because as brand name gets popularized in the coming years it will add growth to
the overall brand.
Currently the company is only having its presence in 3 states of India they should expand
their presence to the other states also.
The market trend has to be monitored always and also the consumer preferences have to
be updated accordingly.
As the competition in the sportswear market is increasing day by day the brand should
start promoting their brand through advertisements and also through conducting
promotional activities and sponsorship in major sports events.

SCOPE FOR FURTHER RESEARCH

Study can be done on the factors influencing brand loyalty in another segment or
another industry.
The study was conducted among 150 respondents. Increase in number of
respondents may give different results.

 The time period was limited to two months. Extension of the time period will
allow the researcher to go more deeply in to the research.
The study was limited to the city of Bangalore. If it was done with in a region as a
whole like southern region of India, northern India the study can come out with
more interesting results.

BIBLIOGRAPH
Marketing Management, Philip kotler
Marketing Research- An Applied Orientation ,Naresh k. Malhotra, Satyabhushan Dash
Quality and Competitiveness in a Global Environment, Russell, R. S. and Taylor.
Consumers True Brand Loyalty: The Central Role of Commitment. Journal of Strategic
Marketing, Amine. A.

 Kotler. P (1994) Marketing Management: Analysis, Planning, Implementation and

Control, 8th Edition, Prentice Hall Inc., New Jersey.
Factors affecting Brand Loyalty: a perspective of fast food restaurants, Abdul Rehman
Muhammad, Zia-ur-Rehman, Dr. Waheed Akhtar, Kambiz Heidarzadeh, Hanzaee, Leila
Andervazh,
The Influence of Brand Loyalty on Cosmetics purchase Intention of Iranian Female
Consumers, Australian Journal of Basic and Applied Sciences
Wong

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ConsumerSportswear

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