DECLARATION

1, MR. RANDHIR DIPAK SHILIMKAR. STUDENT OF T.Y. [B M.S.] V SEMISTER OF

D.G.

TATKARF.

MAHAV1DYALAYA,

[ARTS,

SCIENCE

&

COMMERCE]

MANGAON - RAIGAD, III RFBY DECLARE Til AT I HAVE COMPLETED THIS

PROJECT ON CONSUMER BEHAVIOUR REGARDING VARIOUS BRANDED
SHOES FOR THE ACADEMIC YF.AR 2013-2014

THIS INFORMATION SUBMITTED IS TRUE AND ORIGINAL TO THE BEST OF MY

KNOWLEDGE.

INDEX

MR. RANDHIR DIPAK SHILIMKAR

C HAPTER N O . C ONTENTS

P AGE N O .

01.

Executive Summary

02.

Introduction

2-3

Company Profile & Product Profile

4-28

03

A] Adidas
B] Reebok
C] Nike
D] Action
04.

29

Research Objective & Scope of Research

05.

Limitation

06.

Research Methodology

31-33

07.

Data Analysis & Interpretation

34-50

08.

Research Finding

51

09.

Suggestions

52

10.

Conclusion

53

11.

Annexure
A] Questionnaire
B] Bibliography
C] Webliography

30

54-58

CONSUMER BEHAVIOUR REGARDING VARIOUS BRANDED SHOES_

CHAPTER -1 EXECUTIVE SUMMARY

I his project lakes a look in various kinds of Merchandising activities, market share of different
shoes and various sales promotion schemes, which are followed in the shoe industry. The three
major players i.e. Reebok, Nike and Adidas dominate the sports shoe industry in India. India is
one of few battlegrounds in the world where there is neck-to-neck competition between the
three. The companies claim to be in number one sport coating the data produced by two
different marketing research companies.
In the 1980s, Adidas sneakers became popular amongst teenagers and young men. The Adidas
sneakers were popularized by the Run DMC song My Adidas" and became a huge fashion
trend. The Tapie affair the history of the company as presented by its official web site is
incomplete, perhaps because it is indirectly linked to financial scandals. After a period of
serious trouble. The death of Adolf Dasslers son Horst Dassler in 1987, the company was
bought in 1990 by Bernard Tapie, for
1. 6 billion French francs ($320million), which Tapie borrowed, Tapie was at the time a famous
specialist of rescuing bankrupt companies, a business on which he built his fortune.

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CHAPTER - 3 COMPANY PROFILE

& PRODUCT PROFILE
A| ADIDAS

INTRODUCTION
Adidas was formed by German
sports apparel by the founder
Ad[ Dassler during the 1920 5
Tor over 80 years, Adidas has
been part of the world of sports

on

every

level,

delivering

state-of-the-art sports footwear,

apparel and accessories Today,
Adidas is a global leader not
only in the shoe industry, but
also in the sporting goods
industry.

Shoes from the Adidas are

available m virtually every
country of the world . Besides
sports footwear, the company
also produces other products
such as bags, shirts, watches,
eyewear and other sports and

clothing-related

goods.

company

is

the

sportswear

manufacturer

The

largest
in

Europe and the second biggest

sportswear manufacturer m the
world, after its American rival
Nike.

The company's clothing and shoe design typically

involve three parallel stripes of the same color and
the same motive is incorporated into Adidas official
logos.

HISTORY

The history of Adidas is one of consistently meeting

the evolving needs of the athlete. Focusing more on
function and less on fashion, Adidas strives to provide
athletes with shoes that can make a noticeable

difference in their performance. Meeting athlete needs

is what makes Adidas the best. The company Adidas
was founded in the early 1920s as Gebruder Dassler
Schuhfabrik, in Herzogenaurach in Germany. Adolf
Dassler designed a pair of sport shoes in 1925 and few
years later he and his brother Rudolph were selling

special shoes for tennis players and began design

specific shoes for different sports. The family company
split in 1948. After the split. Adolf (Adi) Dassler
founded Adidas and his brother Rudolph founded
Puma. The three-stripe logo was designed in 1941 by

Adi Dassler and he registered it as a trademark for

Adidas after the split.

The strength of Adidas was its product innovation. Adi

Dassler registered more than sev en hundred patents.
Adidas began selling its shoes in the United States after

1968 and in few years the company dominated the

American market. The most important marketing
breakthrough was the active promotion of global
sporting

events,

especially

the

Olympics.

The

connection of Adidas to the Olympics has a rich

heritage. At the 1972 Olympic game in Munich, every

official wore Adidas.

Adidas has 107 subsidiaries in 20 countries, and

exports to 160 countries. Activities of the company and

its subsidiaries are directed from Adidas-Salomon AGs

headquarters in Herzogenaurach, Germany.
CV\M. Ml H Ml U WIOUU HI <IAI<IHN<I VAM M
M IS UMANDI.I) SHOES

f KOPCC IS

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and bulls Salomon - . v-.;>
mowboiudu, Miowhladtfi,

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1

uk*I

..

&>oit> and bindings,

inline
in>, >Tv;n * .ip|Mivl Mtivlr ( yelp ('(intpiiritfiiU,
llonOr# Snowboard apparel, VreTerv\ Outdooi

tppatel< climbing n|ulpm<*nt, ( li< li$ Skateboard

equipment,
."V- vC 4 ippoixl. I vlo Mwtlr \dldat
fcoll < i<ilI equipment, golf' apparel,
vlu.v^ h! fi nally. Mu\lll (loll ImIU,
H01I& and iu < gg&Oiieb

COMPETITORS
r

x Jo

P v I n n I c i . Vil i c ' s b i o t h r i . f o u n d e d a

n v a l c o mp a n y, P U M A t h e c h i e f ciMpctitori of
V d i d . i s . i c P U M A . i n d N I K I , , I n Au g u a l
2 0 0 5 , t h e c o mp a n y An n o u n c e d t h a t i t h a d

m . u l r 1 d m I t o a c q u i r e n v a l lii'A B O K I o r
* } > 3 . S b i l l i o n . ~ * c airt|uttion \ \ v > n I v <
increase its iii*i 1 krt 'diuir in North
A me r i c a a n d a l l o w > t r o f u r t h e r c o mp e t e
w i t h N i k e I h r. w i l l p i o p r J Ad i d a s t o t h e
n u mb e r t w o * p o r '*.

!.*>'!

appttiel

i mu k c l

behind

N i k e , Ad i d a s ^ t r a d e ma r k

saving is
"llppo>MMc y- nothing

ENHANCEMENT

In " h c ' ^

' , Ad i d a s s n e a k e i % b c c a m c

p o p u l a i a mo n g s t t e e n a g e r s a n d v o u n g m e n
lhe A d i d a s M i c a k c i w i . p o p u l a r i z e d b y t h e
K U N D M C s o n g - \ K Ad i d a s * j n d b e c a me a
huge

fashion

Innd

Af t e r

period

of

s e r i o u s t r o u b l e l o l l o p i n g t h e d e a t h o f Ad o l l

Di.sehi

s son Horst Dasselei in 1987,

c o mp a n v w a s b o u g h t m I 9 * > 0 b y B e r n a r d I
apie

for

1.6

billion

French

Frances

( S 3 . 0 mi l h o n ) . w h i c h I a p i c b o r r o w e d , I
a p i e w a s a t t h e t i m e a famous s p e c i a l i s t
r e s c u i n g b a n k r u p t c o mp a n i e s , a b u s i n e s s

o n w h i c h h e hiuk fortune 1 a p i e d e r i d e d t o
m o v e p r o d u c t i o n o ff s h o r e t o A s i a . h e a l s o
f e & ml Madonna for p r o mo t i o n

CONSUMER BEHAVIOUR REGARDING VARIOUS BRANDED SHOES

In 1992, I apie was unable to pay interest from his loan. He mandated the Credit Lyonnit bank to
sell Adidas, and bank subsequently converted the outstanding debt owed to equity of the enterprise,
which was unusual for I hen-current French banking practice. Apparently, the State-owned bank
had tried to get Tapie out of dire financial straits as a personal favour to Tapie, reportedly because
Tapie was a minister of Urban Affairs in the French government at the time.

February 1993, Credit Lyonnais sold Adidas to Robert Louis Dreyfus, a friend of Bernard Tapie, for
a much higher amount of money than what Tapie owed 4.485 billion francs rather than 2.85bil 1
ion. Forgetting why the bank actually bought Adidas, Tapie later sued the bank, because he felt
spoiled by the indirect sale.

Robert Louis-Dreyfus became the new CEO of the company. He is also the president of the Olymique
de Marseille football team, to which Tapie is closely linked Tapie went bankrupt himself in 1994. He
was the object of several lawsuits, notably related to match fixing at the football club. He spent 6
months in La Sante prison in Paris in 1997.

POST -TAPIE ERA

In 1997, Adidas AG acquired the Salomon Group, and its corporate name was changed to Ad id a >
Salomon AG. In August 2005, Adidas declared its intention to buy Anglo-American rival Reebok
for US$3.8 billion. This takeover was completed in august 2005 and meant that the company will
now have closer business sales as those of Nike in Northern America. The acquisition of Reebok
will also allow Adidas to compete with Nike Worldwide. World cup 1954 when West Germany
miraculously won the soccer 1954 World Cup, their footwear was supplied by Adidas.

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LLLLLUUlllA
D.G. TATKAKI MAHAVIDYALAYA, MANGAON - RAIGAD
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i eleht if m ji. nh'!i t a / \ ,

vj::g campaigns such as television

11

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P n,f hI ' 'u ,M olvrrfuc tpctifk or general products. Adidas use David j IIp?j ii
11

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region lo

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and man\ more celebrities in every

punnot* ihtir product.

Adidas already has heavy weight

'}H<t'lin ii cm l '- -'Jn// fendufkar, Leander Paes & Mahesh Bhupathi riMloi'ing ili< brand m India I
hey had the image, apart from endorsing the pri loim;im r llihrnl in the brand Adidas steps out of crease
with a clear
'poi Ii ho'il u iti i a y

ADIDAS IN INDIA
Ailiilu pun l ili Indian market in 1996 by selling up a 100% subsidiary of Arinin* A< i ( dlrd Adidir:
1 idij I id

andannounced its joint venture with

Magnum

IninnnhotMl

limlintf < onipany ltd

venture -

on October 1, 1996. The new joint

Adkfc Ittiini I nl win incoipoiai*:d with an initial investment of US $ 205 million wtih A*hd,. Indi i I Id
holding K0% of Hie equity and Magnum holding the balance 20% fill' mvfftinirni W* iai>cd to US $ 6
4 million with the equity7 structure tem lining ll.i wtim < oo mly, the total investment stands at US S 11
4 Million with the fl|Ulfy MM,, mu- changing Ui 91 4% bV Adldas 8 6% b> magnum.

CONSUMER BEHAVIOUR REGARDING VARIOUS BRANDED SHOES

Adidas* Range of Products in India

A month after announcing the joint venture, Adidas India Ltd. launched its range of sports footwear,
apparel and accessories in New Delhi on November 1, 1996. Subsequently, Adidas products were
also launched in Mumbai, Bangalore. Chennai, Hyderabad and Calcutta. Currently, Adidas products
are available in 30 cities in India.

The range of Adidas products available in India include sports footwear featuring some of the most
popular innovations and technologies developed by Adidas such as Feet You Wear, Torsion system
and adi-wear. The sports footwear available in India includes a wide range of core categories such as
adventure, basketball cricket, golf, indoor, running, tennis, training, soccer and workout.

Adidas has introduced in India, a wide range of sportswear for both men and women. These include
apparel for athletics, basketball, cricket, golf, running, soccer, swimming, tennis and training for Men
and women.

BRAND VALUE AND STRATEGY OF ADIDAS

Brand value and strategy of Adidas Ag, a leading producer of sports apparel. In 2006, Adidas owned
another big brand Reebok for more than 3.5 million dollars.

The brand value of Adidas Ag, the leading leisure wear, sports footwear and equipment producer
across the globe is currently almost 2748 million dollars.

The company's brand name is Adidas and it is displayed with a trefoil logo. This logo, a very popular
one, is a signature of Adidas' brand. It had been launched in 1972.

D.G. TATKARE MAHAVIDYALAYA. MANGAON - RAIGAD

Page 9

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INTODUCT1QN

Reebok is the worlds third-largest maker of sneakers,

athletic shoes and spoils apparels. Good 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-saloman in a deal valued
at S3.8 billion. The merger is expectcd to be completed by
the first half of 2006 and will create the second-largest
sporting goods company behind Nike withSl 1 billion in
revenue.

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 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.

HISTORY

Reeboks origins go back to 1895 when Joseph William

Foster made running shoes with spikes in them. He
formed a company called J.W.Foster and sons which
made shoes for athletes in the 1924 summer Olympics.

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REEBOKS VISION
Reebok is dedicated to providing each and every athlete - from professional athletes to
recreational runners to kids on the play ground - with the opportunity, the products, and
the inspiration to achieve whai the) are capable of. We all have the potential to do great
things. As a brand, Reebok has the unique opportunity to help consumers, athietes and
artists, partners and employees fulfill their true potential and reach heights they may
have thought un-reachable.

REEBOK S MISSION
At Reebok. we see the world a iittVe dfferently and throughout our history have made

oui mark w hen we've had the zq urage to challenge convention. Reebok creates
products and marketing programs that reflect the brand's unlimited creative poifiotial.

REEBOK S POSITIONING
Cdtfcnir la-dividual]n m Sort mmd Lift
Reebok isdcmii riHl pcopit art abo* e alt unique Reebok's positioning reflects is;
ockfaralMg tfer dttomct qnahfyi that make peoc e wbo they are - their unique poHM
tf /aew, tear HBtimdaaJ yfc aad ibeir remarkable talents and accoBpi&r.mti Ree&afc
cekhmes iev fadrvidualiYv. their authenticity and the so iorre tor pauh to %rcno*
While some may call them dB?g inr<nr. Reebok crfbid wary ai anyI

CONSUMER B 1 1AV1QUR RLIUARDINU VAKK M IS MM AMI M L) SIM >1 S

REEBOKS PI RPOSE
Jm Empower Global \ outh to Fulfill their Poll mini

Commitment to Corporate Responsibilits is an important Irgmy find Iwllnuirk of the Reebok

brand. For rwo decades. Human Rights, through the Rrehok I luimm Rights program, were the
primary tocus ol this effort Reebok has expanded nu whai had r*eeo boilt and created a Global
Corporate Citizenship plalloim willi n pm pose for ifce brand that will help underprivileged,
underset ved youth a pound llir World fulfill their potential and live healthy, active lives.

REEROK'S BRAND TERRITORY

Having Fun S t a \ i n g in S h a p e

Having Fun Staying in Shape comes to life through a fun, bold, provocative manner expressed
through fresh, eye catching imagery signed off with a unique 'Reword.' The tone and manner a I
km s the consumer to look al sport and lifestyle through our lens of Ree

Reebok Shoes Lndmm - Fastest (irovuui: Industries hi India

Reebok shoes compan > filers a wide range oi shoe*, apparels and accessories and :he pnees of
these stuff* depend upon the design, eomlotl and material used Reehok thoes apparels and ther
accessories m India aie expensive when we compare it *?th other brands but Mill are popular and
the choice of the elite class of the society. No* a day the shoe price starts from Rs 1000 and goes
up io Rs. 15000 d e p e n d i n g upon the kind of shoes one is looking for 1 he b r a n d has achieved
g r c u t recognition mMngsi >\jngsterv. middle aged and old people because of in c o m f o r t ,
f i l l i n g rhanKkiTMtJCt and style.
To distinguish themselves from the other hrandsv ReehA x<?.>

wfofe range ot

apparels for both men and women keeping into aMi>ikTitK>n ibe latest ".ohKW. style and brand
image. The companv is manufacturing jackets

DXL TATKARE MAHAV1DYALAYA. MANGAON - RAIGAD

pull

Page 18

over's, tracksuits, wind cheater ete in different desmr< ami colours fnoes ot these apparels depend
upon the qurOity and stvle of the rrwiuei K m | \ c '

-~

season

sale the company also offers discounts on these products

RECENT ACTIVITIES OK RF.F.BOK

a) In

2009, Reebok launched JUKAR1 Fit to Ft>. an innovative gym workout

designed for all women with one single objective - to make fitness tor women tun again. JUKARI,
the result of a long-term relationship between Reebok and the globally renowned entertainment
company.
b) In

2009, Reebok launched the Easy Tone footwear collection that allows

consumers to "take the gym with them." The Easy Tone technology involves two balance pods
under the heel and forefoot of the shoe that create a natural instability with every step, which
Reebok claims forces the muscles to adapt and develop tone.
c) In

April 2008 Reebok launched its online store in UK and France. In January

2009 Reebok had extended the store to Germany. Austria. Netherlands, Belgium and Ireland and
had also introduced Your Reebok - an application to design your own Reeboks.
d) For the 2008-09 season, Reebok created the Reebok Edge 2 uniform system, for National Hockey
Leagues players. The league adopted the jersey and now all teams sport the new style for both
their home and away jerseys*
e) In

July 2007, Reebok launched its Lifestyle Footwear Collection in

association with Daddy Yankee's new album. In December 2007, Reebok launched the GOAL
Collection of football gear on the release of the Indian football movie Dhan Dhana Phan Goal.

jiHi

Cj MKK

INTODUCTION
Nike is a major publicly trade*} vporuwear m> equipment vjppiier based in the United States. I he company it headquarter*^ new B-ea verton. Oregon, - :.:ch is
part of the Portland metropolitan area It is the world's leading supplier of athletic and apparel and a major manufacturer of sport* equipment wish revenue in excess of
US$18.6 billion in it-, fiscal year 200% (ending May 31, 2008). As of 20OS, it employed more than 30,000 people worldwide. Nike and Preriskm Cast parts are the
only Fortune 500companies headquartered in .he state of Oregon, according to The Oregonian.

The company was founded on January 25, 1964 as Blue Ribbon Sports by Bill Bower man and Philip Knight, and officially became Nike, inc. on May 30, 1978. The
company takes its name from ' ike the Greek goddess of victory Nike markets its products under its own brand as well as Nike Golf, Nike Pro, Nike+, Air Jordan,
Nike Skateboarding and subsidiaries including Cole, Hurley International, Umbra and Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between
1995 and 200^(4] Jn addition to manufacturing sportswear and equipment, the company operates retail stores under the Nike town name. Nike sponsors many high
profile athletes and sports teams around the world, with the highly recognized trademarks of "Just do it and the Swoosh logo

HISTORY

Nike, originally known as "Blue Ribbon Sports, was founded by University 'ft Oregon track- athlete Philip
Knight and his coach Hill Bowerman in January I9M, The company initially operated as a distributor for
Japanese .hoe maker Onjtsuka Tiger (now ASICS), making most sales at track meets out of Knight's
autumobih

The company's profits grew quickly, and in 1967, BRS opened its first retail store, located on Pico Boulevard
in Santa Monica. California By 1971, the relationship between BRS and Onitsuka Tiger was nearing an end
BRS prepared to launch its own line of footwear, which would bear the newly designed Swoosh by Carolyn.
Davidson. The Swoosh was first used by Nike on June 18, 1971, and was registered with the U.S. Patent and
Trademark Office on January 22, 1974.

The first shoe sold to the public to carry this design was a soccer shoe named Nike, which was released in the
summer of 1971. In February 1972, BRS introduced its first line of Nike shoes, with the name Nike derived
from the ([reek goddess ol victory. In 1978, BRS, Inc. officially renamed itself to Nike, Inc. Beginning with
(lie NSstase. the first professional athlete to sign with BRS/Nike, the sponsorship of athletes became a key
marketing tool for the rapidly growing company.

The companys first self-designed product was based on Bowermans "waffle design. After the University of
Oregon resurfaced the track at HaywardFid4 Bowerman began experimenting with different potential outsoles
that would grip the new urethane track more effectively. His efforts were rewarded one Sunday morning when
he poured liquid urethane into his wifes waffle iron Bowerman developed and refined the so-called waffle
sole which would evolve into the now-iconic Waffle Trainer in 1974.

vA>V<i VfR ftEHAVKXJR REGARDING VARIOUS BRANDED SHOES

v N ve Had resadfcoc t ' *% marvel sfcare the US athktic Aoe mancct. and it tm

ixWic ii

December if to* year hi growth watt doe largely to

<rt.f (to qpctr a Nil* pnM ad from (k lale 19701), rather thas w' .vw <w \ kc - tk^t
nation! tekvtswa commevctab ran m October I9S2 4i^| ifeft Nv atori> oC tlie Ne^ Vogt Maakm The ads
ere created by Pr.r.jaidgc> Wicdca-KetiTtcdv Ahich had fomed severs! *T*ths *aalct Kjpnl 1^2.

\ vc

aai \\ ;cvkr.-ad the agency

,v4>cniii:r

continues lo be Nike's primary today It was agency

r^r. W coca- ho 001 ned the now-famous slogan *Just Do It" for

\4t ac vir*ru cru tidk was

S ov*~> of r?se

veQr.ed> have created many print and television

a 1988

chosen by Advertising Age as one of the top five ad

. and the campaign has been enshrined in the Smithsonian

rrarK .<car, \\ all Stack v^as featured in Nike's first "Just Do it*

a*er.- ^enem chat debated on July 1. 1988- Wieden credits the inspiration for the voea 'Les s do n. the
last words spoken by Gary Gilmore before he was CBeatfML
7Vvrxxtt the Nhs, Nike expanded its product line to include many other sports ami regions throughout the
world.

PRODUCT

N i k e produces a wide range of sports equipment. T h e i r first products were track running shoes Tbe>
currently also make shoes, jerseys, shorts, baseiaveri etc. for a wide range of sports including track & field,
baseball, icehockev. tennis, association ^soccer), lacn>>se.basketbal 1 and cricket N i k e Air Max is a line of
shoes first released by N i k e , Inc. in 1987. The most recent additions to their line are the N i k e fe.ll, Nike
NYX, and N i k e SB shoes, designed for skateboarding, N i k e hat recently Hrtroduced cncket shoes, called
Air Zoom Y orker, designed to be 30% lighter than

TATKAKE MAH A VIDYALAYA, MANCAON RAfGAD

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A HAWK EYE VIEW

Type

Traded as

Public
NYSE: N KI

Industry

C lothing and Sports equipment

Founded

1964 (as Blue Ribbon Sports)

William J. "Bill" Bowerman Philip

11 Knight

Headquarters :
County,
United
Founder(s)

Washington
Oregon,
States

Worldwide

Area served

Key people

Philip II Knight
(Chairman)

Mark
Parker
(President
and CEO)

Products

Athletic shoes

Apparel

Sports
equipment

Accessorie
s

Revenue

US$
19.014
billion (FY
2010)

S?4|pS$
4ifei&-S

PI ACTION
PROFILE OF THE ORGANISATION:
A relentless race against time. The bunting passion to win. A strong desire to set the
trends...

No wonder , life is all Action ..."

What one needs is a partner that's always on the move, that tracks your Every move,
just right and smartly too. And that's exactly the inspiration behind our trendy footwear
collection ranging from performance sport shoes to semi-formal and formal footwear
for men, women, teenagers and kids. Ultimate in design, comfort, and fit. Action shoes
not only look good but also are good for your feet. Each Action product is the
manifestation of our high standards of workmanship, access to latest technology. That's
how Action is synonymous with maximum quality and performance.... and of course
that essential look. So gets into Action. And feel free to walk on the rough roads of life.
Surely you'll be the winner.
ABOUT THE COMPANY
The Action group is one of the Indias leading business conglomerates. The group
commenced its operations as a source of footwear and its components in domestic and
export markets, gradually moving its core other diversified fields such as: (API)
Chemicals and Plasticizers, (MICROTEK) Computer Monitors and Peripherals, Power
Back Up/lnverters, (OKAYA) Batteries, (SUN CITY) Housing Projects and
(SRIBALAJ1 ACTION MEDICAL INSTITUTE) Health Care.

There are different individual companies under a common umbrella, each dedicated to a
specific line of product manufacturing, procuring or other particular business activities.
Today the group strategy' is to be competitive and to be a leader in the quality of goods and
services provided

ABOUT COMPANVS WORKINGS

With over three decades of experience in footwear industry, Action is synonymous with
quality shoes for the whole family-ranging from casuals to formats; from daily wear to
sportswear and from an elegant collection for ladies to a fun range for kids.
True to its name Action is always on the move to scale newer heights in footwear designing
and manufacturing. Intensive R& D efforts and the latest technology go into the making of
Action footwear We have in house manufacturing facilities, including modem equipment's
and machineries specially procured from different countries to manufacture footwear at par
with international class and quality.
Each Action shoe is the product of a relentless quest for quality, high level of workmanship
and a true commitment to customer satisfaction. At Action we strive to listen to the
customers in their local markets and identify their footwear needs and then provide products
that exceed the customer's expectations in terms of quality, style and value.
Hardly surprising, Action has carved a special niche in the Indian footwear market and in
the hearts of millions of its consumers throughout the country.

D.C. TATKARE MAHAVIDYALAYA, MANGAON - RAJGAD

Page 25

ueriAVlOUR REGARDING VARIOUS BRANDED SHOES

rOMPANYS LOCATION

Action is headquartered in Delhi, supported by multiple manufacturing and

development units in rest of the states like - Haryana, Himachal Pradesh and Daman
etc. A number of its executives are based in customer geographies with the express
purpose of creating and nurturing channel partners as well as customers relationship.
STRATEGIC INTENT

VISION

To nurture a financially strong, growth oriented group through leadership and

innovation and to widen future options by entering newly emerging industries where
the potential seems enormous. We as a group shall continue to seek opportunities where
we can leverage our resources.

it

At Action group our mission is to work together, respecting each other, our skills and
knowledge to>
Build higher quality of products and services

Continually strive to enhance customer satisfaction.

 Improve customer retention and loyalty.

CONSUMER ftf HAVRyjit

I I
li

i
I
I

Hi

l
U

II II

it

The research study tends to follow and achieve spec, Ik objectives

The objectives of this particular study arc:-

To know the personal views of the people regarding various branded shoes.

To study which branded shoe is mostly preferred by people as per their choices.

Comparison betw cen \ arious branded shoes.

Find out factors influencing the people at the time of purchasing shoes such as Quality,
Durability, VARIETY, Price, and Use in Sport s.

C
H
A
P
T
E
R

L
I

M
I
T
A
T
I
O

N
S

LIMITATIONS OF THE STUDY

While surveying I encounter with some problems like-

In some of the retail showroom it is not allowed to get the

questionnaire filled.

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

Some people were not willing to respond and few of them

who responded were in hurry hence the active participation
was lacking. Due to which I faced difficulties in collecting
informations regarding our questionnaire.

Another problem which I face was that people were

hesitating to give information abouttheir vfews freely.

CHAPTER- 6 RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem, it not only takes the
research methods but also consider the logic behind the methods. The study of research
methodology for developing the project gives us the necessary training in gathering materials and
arranging them, participation in the field work when required, and provides training in techniques
for the collection of data appropriate to particular problems.

RESEARCH PROBLEMS:-

Consumers preference about different branded and non-branded shoes.

RESEARCH METHODOLOGY:- Exploratory method SAMPLE

METHODS:- Random simple sampling SAMPLE SIZE:- 50

PRIMARY DATA:- Questionnaire Interview

SAMPLE
W hile deciding about the sample of research, it is required from the Researcher's point to pay attention to these under
mentioned points:

a) S a mp l e U n i t s : A decision has to be taken concerning a sampling u n i t be tore selecting a sample, sampling

unit may be a geographical one s u c h a s s t a t e , district, village etc. so in this research sampling u n i t i s
L u d h i a n a area

b) Source of Data: Data required for the study was collected t h r o u g h p r i m a r y sources i.e. market survey.

c) Sampling Size: This refers to the no. of items to be selected from the universe to constitute a sample. This is a
major problem before the researcher. The size of sample should neither be excessively large not too small, it
should be optimum. This size of population must be k e p t in view tor t h i s also limits the sample size. Sample
size in this research is 50.

INSTRUMENTS USED

Primary d a t a collected through sample survey from the selected elements in malls and super markets. So for this
purpose I have roost popular tool of primary data collection through direct communication with respondents. The tools
1 used are questionnaire.

METHOD OF DATA COLLECTION

Actually data is of two kinds which are followinga) Primary Data; primary data are those, which are afresh and for the first time and this happen to be original in character

-*uAvmYALAYA. MANGAON * RAJ GAD

tv.^suMER BEHAVIOUR Kl (iAHDlNlt V AW I . .n., n|; A N l ' l

hi

Secondary Data:

sccondarv datn ,IP .................

,.

Page 32

. .,

"

are (hone duln wliiull Intvu already IwtMl

i-ollected by someone else and which hv. .1,. i i

p<* racjutmd

,cn

nave

a,r

aly been ued

mere are basically two sources to collect secondary data

(

) Internally: provided by company/organization

h) Mxtemally: various publication of rpnimi cl.,f

J

11 01 cen|

rai, stale ami local government

Books, magazines, newspapers

Internet

After only keeping in mind one can think about what type of dal* ha. to be .ll I'd during
research as our research is concerned 1 have together primary chilli I... customer preference.

RESEARCH INSTRUMEN T ;

QUESTIONNAIRE DESIGN:
As the questionnaire is self-administered one, the survey ii kept aimpl* ami uatr friendly.
Words used in questionnaire are readily urulcntimuliihU- to nil respondent
I have made the questionnaire in which questions arc according to the roMarch and these are
convenience for the respondent.

CHAPTER - 7
DATA ANALYSIS AND INTERPRETATION

AGE

Age considered as an important factor which affects the

buying habits of individuals like as preferences of young
persons are differ as compared to old ones.
AGE (IN YEARS)

FREQUENCT OF

PERCENTAGE OF

15-25

RESPONDENT
23

RESPONDENTS
46

26-35

27

54

Page 34

D,a TATKARE MABAVIDYALAYA, MANGAON - RAIGAD

\ftil\M* imtatf* thm out of 50 respondents

' auothei 27 prison* belong to

23

person* belongs to age group Mttwtt I'

age group of 26-35 years old MVe |o

younger people

wow

shoe* itnd

prefer to wear formal shoes.

Kill CATION LEVEL OK RESPONDENTS

Ktootfton gtttll) influenced the choice, preference and habit of a person Many (mug
KaNin Icam tioin education luiucation makes him aware about the running

MM NATION LEVEL
J

V GRADUATL
LI R\DUV N

FREQUENCT OF

PERCENTAGE OF

RESPONDENT

RESPONDENTS
38

19
16

32

POST CRA I X LATI

10

1 1 WIII--MB II 1 --------\ N \ OTIIER

10

20

rv i ir tt i

EDUCATION LEVEL
IS*

JM

in

*%OP RESPONDENT

m
AAOUATT EDUCATION
LEVEL

AMYOTHO
t

atTATMM MAHAVIDYALAYA. MANGAON - RAIGAD

Page 35

it
11
if i

J*I

11 i

is
m
#

W.
r8
* I
3

f*S

R
IB

frf 2
1
3

nrmri
I

IIUIISMVH

jp
I

tfi

l
I if
II
ill
fi l
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*M<

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1 | 31
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SZ

1....11

INTERPRETATION
DffiEfc

consists of 38% married respondents who buy branded shoes after considering

price and other attributes of the product. And another 62% respondent takes their own
decision and they spend money according to their will.

INCOME LEVEL
For household and individual income is the sum of all the wages, salaries, profits,
interests payments, rents and other forms of earning received in a given period of time 0
INCOME (IN 000)

5-10

FREQUENCY OF

PERCENTAGE OF

RESPONDENTS
10

RESPONDENT
20

10-15

12

24

15-20

13

26

206 ABOVE

15

30

FAMILY INCOME
V*

30%

2S%

20%

1S%

2
o
$

10%
4

5%

%OF RESPONDENT

0%

yyy/

sss*

INCOME LEVEL

CONSUMER BEHAVIOUR REGARDING VARIOUS BRANDED SHOES

INTERPRETATION
Data indicate that 20% belong to income category of Rs. 5-1 fraud 24% fall between
Rs. 10-15. There is 26% fall between income categories of 15-20. And afcotiKr 3@%
come under income group of 20&above. Low income group prefer to unbranded
shoes

TYPE OF SHOES LIKE TO WEAR

Type of shoe a customer wants to wear depends upon his choice and profession
TYPE OF SHOES
FORMAL

FREQUENCY OF

PERCENTAGE OF

RESPONDENT
20

RESPONDETS
40

SPORTS

14

28

CASUAL

12

24

ANY OTHER

m.
4MP?'

V ILAI
AMY OW

D.G. TATKARE MAHAV1DYALAYA. MANCAON - RA1GAD

Papr39

rmatM

m am

ML SPIINSI S

MWJN THFII OF

" NM MCI M
II IPRWII MI

VTS

NO
INON-FTRFKT

Mf

J|
H

c :

IT 11 F .............................. ......
H
'

- .............................. -

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19ft
W*
it?*
Be*?
*****

The analysis showed that 68% consumers like to wear branded shoes There are other 20%
consumers who never wear branded shoes and 12% not even conscious about branded shoes.

BRAND AWERENESS OF RESPniMmrMys

A consumer can buy any product only when he or she aware about the availability of that
product in the market.
BRANDS

FREQUENCY OF

PERCENTAGE OF

RESPONDENTS

RESPONDENT

NIKE

30

60

ACTION

24

48

ADIDAS

38

76

REEBOK

31

62

ANY OTHER

12

24

(NOTE:-%vary because respondents are free to tick more than one option)

INTERPRETATION
24
%

NIKE

ACTIO
N

ADID
AS

REEBO
K

ANY
OTHER

Analysis revealed that Adidas is most popular brand among consumers so it serves 76%
customers. NIKE and REEBOK have also strong place in the market and they both fetch 60%
and 62% customers respectively. There is also strong competition among them. There are
48%of the consumers are aware about Action shoes

BRAND LIKE THE MOST

A customer like only that brand which provide him or her more satisfaction as compared to
other brands available in the market.
BRANDS
NIKE

FREQUENCY OF

PERCENTAGE OF

RESPONDENT
11

RESPONDENTS
22

ACTION

1 J

ADIDAS

19

38

REEBOK

13

26

ANY OTHER

--------,,----------,|

NIKE ACTION
ADIDAS

Brand like the most

REEBOK

ANY OTHER

NIKE ACTION ADIDAS REEBOK ANY

OTHER

_j

Name of brand

lH TATKARE MAHAVIDYALAYA MANGAON - RA1GAD

INTERPRETATION
INTERPRETATION

The imag* of the b*l

popular brand m, odm brawb

"**"

Red

rc

^^u

UMng

rhen

** **. 22% *M,g N.fce *m d 10% ru, AM

hoc* Than u 4% mpondcm mug atm iHm

PURCHASING P.AC I
Place play an important nil* m ijw mwVrtin,; <4 p*4m
PLACE

IRRQT JM \ OI NW IMU.I ( S)NM>T IIVTYSNM^

DEPAR1 ML NTAL. STORI

T IR

ORDINARY SHOWROOM

% J"~ 1ST

EXCLUSIVE SHOWROOM

ANY OTHER ......

pijKY

49* - *- 40* '

IT

5 iv* *

-O _
C5 JO*
n* 5* MK , L
w IS*
10* Jp 5* ...................
o* -

D STOW O SMOWHOOM X SHOWROOM ANY OTHU

place

Most of the consumers prefer to buy branded shoes from exclusive showroom and their
percentage is 40% and 34% like to buy from ordinary showrooms and 18%, consumer go
to departmental stores.
ADVERTISING MEDIA
Advertising is the art of influencing human action to buy or possess ones product. The
term media refers to the mean through which the advertising information is
communicated by the advertiser to the prospective customers.

TYPE OF MEDIA

ADVERTISEMENT

FREQUENCY OF

PERCENTAGE OF

RESPONDENT
13

RESPONDENTS
26

FRIENDS

18

SALES PERSONS

19

38

EXCLUSIVE SHOWROOM

18

ANY OTHER

NIL

NIL

Advertising media
E.SHOWROO

ADVERTIS
E MENT

18%

26%

SALESPERSO
N

38%

------------OC.MAVIQUR REGARDING VARIOUS BRANDED SHOES

INTERPRETATION
ANALYSIS revealed that 38% of the total respondents become aware about particular
BRANDS THROUGH

salespersons, 26%through advertisement, 18% through friends,

and ANOTHER % through exclusive showroom.

18

AFFECT OF ADVERTISEMENT ON BUYING DECISION

Advertising provides maximum information about the availability of products to
consumers, so they can select appropriate products.
RESPONSES
YES

FREQUENCY OF

PERCENTAGE OF

RESPONDENT
36

RESPONDENTS
72

NO

14

28

Affect of advertisement
Of 60
t %
5J 50
o %
eo
Q- 40%
u 30%
u
20%
Vi

5?
YES

NO

Responses

INTERPRETATION
To measure the effective of advertisement it is necessary to know the effect of
advertisement on the consumer, as study indicates 72% are those whose purchasing
decision is affected by advertisement and 28%respondents decision is not affected by
advertisement.

EFFECT OF PRICE
Pnce may be defined as money consideration asked for or offered or exchanged for a
specified unit of a good or service. Prices are generally determined by market
conditions
RESPONSES
YES
NO

FREQUENCY OF

PERCENTAGE OF

RESPONDENT
39

RESPONDENTS
78

11

Effect of price

Responses

22

INTERPRETATION
Analysis shows that 78% respondents change their purchasing decision it' there is
any increase in price and 22%respondents do not change their decision even it' there
if any increase in price because of brand image.

REPURCHASE PERIOD
Purchasing decision of consumer depends upon the income level of the consumcv
REPURCHASE
PERIOD
ONCE A YR

FREQUENCY OF

PERCENTAGE OF

RESPONDENT
18

RESPONDENTS
36

TWICE A YR

14

28

THRICE A YR

SEASONAL

12

24

SPECIAL OCCASION

4(W4

ONCE AYR TWICE A THRICE A SEASONAL SPECIAL YR

OCCASION

purchasing behaviour
3S%

43 30%

5 25%
2

20%

15%

2 io%

YR

i1

0%

Period

y AVIV AO

flVPtVtt
MOVOWVW

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_____ft

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[_ TT j
I 1 -------* Of 1

_________________

-----* .......1........
* 1 Of

mii0 aimntft niuun 1 mu \

^

T/IS
AJUTVnO

__________________ __________________J

1 f| I | &

NOISM

i >!H*i

fl VI S 11 \ ---------i
4

UU viivi
I1MLM

iqyn

MHXL)VJ
raIQ0M|i|0

! ^ HP mm **********m$ ** wm$m npjo Amp*pmmu&

vHlsl > Id Kls\ II m U till KI I UtiV WfllJWl

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HWOSNO?

CONSUMER BEHAVIOUR REGARDING VARIOUS BRANDED

SHOES INTERPRETATION
Studies reveals that price, quality, size, design, durability, availability and brand
image fall between large extent and some extent, other attributes like colors of the
shoes lies between the some extent and least extent.

CUSTOMER SATISFACTION LEVEL FROM DIFFERENT

ATTRIBUTES OF A PRODUCT
Customer is king of the market so he wants maximum satisfaction from the
product that he buys.
1 FACTORS

HIGHLY

SATISFI

NEUTR

SATISFI

ED

ED
(5)

(4)

PRICE

23

17

BRAND

23

15

QUALITY

18

SIZE

DISSATI

HIGHLY

WEIGHT

AL

SF1ED

DISSATIS

-ED

(3)

(2)

FIED

AVERAG

E
3.64

4.12

21

11

4.14

17

19

13

4.04

COMFORT

25

17

4.34

DURABCLI

15

27

4.14

IMAGE

TY

INTERPRETATION
A Study show that consumers are not highly satisfied with the prices of branded shoes
but they are satisfied with other attributes to large extent.

BRAND LOYALTY
Brand loyalty refers to that a customer being permanent consumer of brand and he
never switch over to other brand.
RESPONSES

YES
NO

FREQUENCY OF

PERCENTAGE OF

RESPONDENT
21

RESPONDENTS
42

29

BRAND

58

LOYALTY

YES
NO

INTERPRETATION
Study indicates that only42% is the loyal customers and 58% will change their brand
if all the qualities are available with the new products.

CHAPTER-8
RESEARCH FINDING
RESEARCH FINDING

After assessing the overall market scenarios what came in picture was as follows:
Consumer reaction suggests that Adidas is the marker leader among all its close
counterparts in the sport shoes and apparel segments.
NIKE is chasing its position most aggressively so now it requires maintaining its
position with new stuff.
ADIDAS has been major competitor for NIKE and REEBOK.
60% Customers are still pro NIKE believer.
The new sniff of the ADIDAS is attracting the consumers more which might lead
ADIDAS at the top spot in the pack in coming financial year.
Consumers are not showing that kind of craze in ACTION for past few years.
Probably it could be because of the aggressive attention snatched by brands like
NIKE and ADIDAS especially in India.
Celebrities also affect the sale of brand .ADIDAS shoes promoted by David
Beckham.
72% respondents take their buying decision after considering the ADV ertisement
of brand.
Most of respondents prefer to purchase shoes from exclusive showrooms.
Businessman, serviceman and professionals prefer to wear formal shoes because
of status and students like to wear only sports and casual branded
shoes.

CHAPTER - 9
SUGGESTIONS
SUGGESTIONS
Department stores are the prime sales and marketing channel for branded shoes. In
addition, store decorations and product displays should be designed to create a
strong first impression.
Seasonal promotion campaigns, like special discounts and advertisements, could
be employed. New lines of collections should be introduced for festivals.
The prices of branded shoes must be reduced to increase sales.

C H A P T E R - 1 0 conclusion

rut aormM imp of nt* hokh itt**1

*Ak THAI WU?*B **** V* *SW4 *** *1' |M I! VMM.
ON IW W BflflBL

nut i0i<wf0i mMiwMi

MOOMtam Howl

CHAPTER - II
ANNEXURE A )
QUESTIONNAIRE
PERSONAL PROFILE
NAME
AGE
ADDRESS
TELEPHONE
OCCUPATION
EDUCATION
Under Graduation Post

Graduate Any

Graduate

other

L TYPE OF FAMILY
NUCLEAR --------------II. MARITAL STATUS
Unmamed
Mamed --------------------------------

Any other ----------------------------FAMILY INCOME (RS. Per

month)
5000-10000

----------------------

Joint Family

15000-20000
20000 & above

QUESTIONS
1) Which type of shoes do you like to wear?

Formal --------------------------- Sports

--------------

Casual --------------------------- Any Other ---------------------2) Do you wear Branded Shoes?

Yes

------------------------ No ------------------------

Indifferent -----------------------------3) Are you Aware about the following Brands of Shoes?
Nike

------------------------ Adidas

Action

------------------------ Reebok

Any Other -----------------------------4 ) Wh i c h B r a n d does you like the most?

Nike

------------------------ Adidas

Action

------------------------ Reebok

Any Other -----------------------------5) Ip to w h a t extent do you consider following features of B r a n d while purchasing?

Large
Extent

Price

Some Extent

Least E x t e n t

______

D.G. TATKARE MAHAVIDYALAYA* MANGAON - RAIGAD

PAGE 55

Quality

________

Size

________*________________

Design

__________

Color

__________

_________

...........

___

Special offers

Durability

-------------------------------------- -

Availability

Brand image

-------------

-------------

6 ) H o w d o y o u get a w a r e a b o u t this p a r t i c u l a r B r a n d ?

Advertisement
Friends ---------Any Other

Departmental
Ordinary

Stores

Sales Persons

Exclusive Showrooms

Showrooms

Exclusive showr<>oms

D.G. TATKARE MAHAVIDYALAYA* MANGAON - RAIGAD

PAGE 56

8) Do you t h i n k a d v e r t i s e me n t effect y o u r p u r c h a s i n g decision?

Yes ------------------------ No---------------------

9) How often do you buy b r a n d e d shoes?

Once a Year

-----------------

Twice a Year

-------------------

Thrice a Year

-------------------

Seasonally

-------------------

Special occasion ---------------------------Any other

10)

-------------------

Up to what extent have you satisfied by the following attributes?

FACTORS

HIGHLY
SATISFI
ED
(5)

SATISFI

NEUTR

DISSATI

ED

AL

SFIED

(4)

(3)

(2)

IMAGE
QUALITY
SIZE
COMFORT
DURABILI
TY
ANY
OTHER

WEIGHT

DISSATIS

-ED

FIED

AVERAG
E

PRICE
BRAND

HIGHLY

11)Where is any increase in price of this brand, is that Effect your purchase decision?
No.

Yes
Indifferent

12)Would you like to buy another brand if all the Available in

attribute Are

other brand?

Yes
No.

Bi BIBLIOGRAPHY
The list of reference for the purpose of completing this marketing project is as given below:
BOOKS:
Marketing management Maiketing

By:

Philip

Kotler By: J.C

Gandhi
By. R.K.Sharma

management Functional management

NEWSPAPER:

Economic times

Cl WEBLIOGRAPHY
www gooEle.com
www:wlktpedia.co
m www paradise
com