Consumer Behavior Project On Sport Shoes

NEW DELHI INSTITUTE OF MANAGEMENT 2012
CONSUMER BEHAVIOUR
PROJECT ON SPORT SHOES
NEW DELHI INSTITUTE OF

MANAGEMANT
SUBMITTED TO - SUBMITTED BY-
MR. NAGRANI SIR ABHISHEK BHATTACHARYA (03)
ARUN MEWARA (299)
PANKAJ UPPADHYA (255)
1
INTRODUCTION
This is a project that comes under consumer behavior. In
this project we are doing a survey on sport shoes. This
survey includes different brands of shoes like Nike,
Adidas, Woodland, Columbus and Action. This project
will define which brand is more preferable to the
consumers and why.
We have divided this survey in three different segments
like youth (15-25 yrs), middle age (26-45 yrs) and senior
(45 yrs above).We have also considered income factor
(LIG,MIG,HIG).
2
Why we are doing this project?

The main motive of this project is to understand the
buying behavior of consumers. There are different
reasons and factors behind consumer’s preference of a
product. So by understanding these factors we can
understand the nature of the consumers of different
segments and how we can make improvement in the
product so that we can have loyal consumers about sport
shoes.
3
INDEX
CONTENT PAGE NO.
Introduction of brands -- 5-9
Objective of the survey -- 10
Executive summary -- 11-12
Research Methodology -- 13-15
Limitation --- 16
Question wise analysis -- 17-27
Conclusion --- 28
Recommendation --- 29
Annexure ---- 30
Bibliography --- 31
4
DIFFERENT BRANDS OF SPORT SHOES

THAT WE HAVE INTRODUCED IN THIS
SURVEY
NIKE -
Nike is a major publicly traded sportswear and
equipment supplier based in the United States. The
company is headquartered near Beavorton, Oregon, in
the Portland metropolitan area. It is the world's leading
5
supplier of athletic shoes and a major manufacturer

of sports equipment.
The company was founded on January 25, 1964 as Blue
Ribbon Sports by Bill Bowerman and Philip Knight and
officially became Nike, Inc. on May 30, 1978.
Product- Logo-
ADIDAS -
Adidas is a German sports apparel manufacturer
and parent company of the Adidas Group. 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.
6
Product- logo-
COLUMBUS -
Established in the year 1978, we, Columbus Marketing,
are one of the eminent manufacturers, suppliers and
exporters of sports shoes, school shoes, Hawaii slippers,
gents sandals, men's slippers, ladies slippers.
Product- LOGO-
7
WOODLAND -
The brand Woodland is owned by Aero Group; the
Flagship Company which began its operations in 1960’s
and now has an asset base of over US$100 Million.
Woodland was started in Quebec, Canada for making
winter boots and entered India in 1992. Woodland was
one of the brands that we launched in India from the
8
vast portfolio of Aero Group. When we entered

India, the footwear market was largely unorganized.
Product- LOGO-
ACTION -
It is one of the leading brand in sport shoes. This
company produces sport shoes for men and women also
including action Hawaii shoes. Besides sports shoes the
company also produces bags.
9
Product- Logo-
OBJECTIVE OF THE SURVEY
 To know the personal views of DELHI people

regarding choices among various branded sport
shoes.
10
 To study which branded sport shoes is

mostly preferred by people as per
their choices.
 Comparison between various branded sport shoes.
 Find out factor influencing the people at the time of

purchasing sport shoes brand, durability, price and
comfort.
EXECUTIVE SUMMARY
This project takes a look in various kinds of
merchandising activities, Market share of different sports
shoes, which are followed in the sports shoes industry.
The two major global players i.e. Nike and Adidas
dominate the sports shoes industry in India. India is one
11
of few battlegrounds in the world where there is neck-to-

neck competition between these three.
Nike is the world's #1 manufacturer and

marketer of athletic footwear and apparel.
Almost out of the blue, the company established itself as
one of the world's most familiar brands during the 1980s
and 1990s.As familiar as a Coke bottle or Big Mac, the
Nike "swoosh" logo came to symbolize not just sports
culture, but street culture, as the appeal of the star
players who endorsed the brand was carried onto
city streets. The approach of the new century
set Nike new problems. Trainers went (briefly) out of
fashion, economic slowdown and labor problems hit
Asian performance. But the group has bounced
back, retaining its iron grip on the sporting apparel
sector and still undisputed leader in sports-oriented
street wear.
In the 1980s, Adidas sneakers became popular
amongst teenagers and young men. The Adidas
sneaker was popularized by the Run DMC song "My
12
Adidas" and became a huge fashion trend. The tapie

affair the history of the company as presented by its
official website is incomplete, perhaps because it is
indirectly linked to financial scandals. After
a period of serious trouble. The death of Adolf
Dassler's 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.
RESEARCH METHODOLOGY
Research problem –
Consumer’s preference about different branded sport
shoes.
Sampling plan--
13
Sample Methods - Random Simple Sampling.
Sample size - 60
Primary data - Questionnaire
SAMPLE
While deciding about the sample of research, it is required

from the researcher’s point to pay attention to these under
mentioned points:
a) Sample Units:
14
A decision has to be taken concerning a sampling

unit before selecting a sample, sampling unit may be a
geographical one such as state, district, village Etc.
so in this research sampling unit is DELHI NCR.
b) Source of data:
Data required for the study was collected through primary
sources i.e. Market Survey. The market area is DELHI. In
Delhi we have covered Sarojini nagar, CR Park,
NDIM College + hostel.
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 optimum. Sample size in this
research is 60.
Instrument used -
The method that we have used in our survey is
questionnaire. Pattern of questions that we have used in
questionnaire is structured. In case of units of
15
measurement we have used nominal, ordinal and ratio

scale.
Questionnaire design:
As the questionnaire is self administrated one, the survey

is kept simple and user friendly. Words used in
questionnaire are readily understandable to all respondent.
I have made the questionnaire in which
questions are according to the research and these
are convenience for the respondent.
Dependent variable --- Consumer buying behavior.

Independent variable — Age, income, brand and
advertisement.
LIMITATION OF THE STUDY
16
 A survey should involve a larger sample

size otherwise the findings of the survey cannot
be generalized.
 But a larger sample size may increase the time and

cost of collecting the primary data with the help of
Questionnaire.
 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.
 Another problem that we faced was that people were

hesitating to give information about their views
freely.
QUESTION WISE ANALYSIS

17
“Who generally buys shoes for you”
ROLE YOUTH (%) MIDDLE AGE (%) SENIOR (%)
Yourself 60 60 35
Parents 40 05 __
Children __ __ 20
Siblings __ 30 45
Others __ 05 ___
ROLE (youth) others

ROLE (Middle)
5%
PARENTS siblings
40% 30%
YOUR yourself
SELF 60%
60%
parents
5%
18
Role (senior)
yourself
siblings 35%
45%
children
20%
Comment- In case of youth, they prefer to buy shoes for

themselves. Teen agers and less than teen agers depend on their
parent’s .In case of middle age people; they also prefer to buy
shoes for themselves. But in case of senior people they mainly
depend on siblings.
“What you prefer most in choosing sport shoes”

Preferable point Youth % middle age % Senior %
Style 15 20 ----
Comfort 20 25 55
Brand 45 30 10
Price 15 05 15
Durability 05 20 20
19
Preference of consumers
60
50
40
style
comfort
30
brand
price
20 durability
10
0
youth middle age senior
Comment-In case of youth they mainly prefer brand, while in

case of middle age people they mainly prefer comfort and brand
.In case of senior people they prefer comfort.
20
“How much would spend on a pair of sport shoes”
RS. youth% middle age% senior%

500-1000 10 25 10
1000-2000 40 50 25
2000-3000 50 15 60
>3000 --- 10 05
Rupees spend by different segments

youth middle age senior
60
50 50
40
25 25
15
10 10 10
5
0
500-1000 1000-2000 2000-3000 3000>
Comment-Those who comes under youth likes to spend Rs 2000-

3000.In case of middle age people it is Rs 1000-2000.while in case
senior people it is Rs 2000-3000.
21
“How often do you buy”
Duration Youth % Middle age % Senior %

Occasionally 15 15 __
After 6 months 15 15 05
Yearly 40 25 30
More than 2 yrs 30 45 65
140
120
100
Axis Title
80
60
40
20
0
occasionally after 6 months yearly more than 2 yr
senior 0 5 30 65
middle age 15 15 25 45
youth 15 15 40 30
Comment- Youth people like to buy shoes after 1 year. In case of

middle age people it is after 2 years and same with senior people.
22
“What forces you to buy a new pair of shoes”
Reasons Youth % Middle age % Senior %

Wedding __ 05 05
Sports events 25 10 __
Whenever 65 80 70
Others 10 05 25
Reasons behind forces
100%
90%
80%
70%
Axis Title
60%
50%
40%
30%
20%
10%
0%
wedding sports events whenever others
senior 5 0 70 25
youth 0 25 65 10
Comment-Most of the youth people like to buy shoes in sports events.

In case of middle age people they mainly prefer wedding. While senior
people go for others where they mentioned need.
23
“Which brand do you prefer in sport shoes”
Brand Youth % Middle % Senior %
Nike 30 10 25
Adidas 30 10 20
Action 20 20 20
Columbus 05 35 20
Woodland 05 05 10
Others 10 20 10
Brand
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
nike adidas action columbus woodland others
senior 25 20 20 20 10 10
middle age 10 10 20 35 5 20
youth 30 30 20 5 5 10
24
Comment- youth people mostly prefer Nike and Adidas.Middle age

people prefer Columbus and local shoes. While senior people prefer
Woodland and Nike mainly.
“Do you always prefer the same brand of shoes”
Opinion youth% middle age % senior%
Yes 80 65 75
No 20 35 25
250
200
senior
150
middle age
youth
100
50
0
yes no
Comment- Majority of all the three segments use same kind of brand
always.
25
“Monthly income”
Income (thousand) youth% middle age% senior%
5-20 10 25 10
21-35 15 60 10
36-50 50 15 65
>50 25 --- 15
Monthly income
70
60
50
40
30
20
10
0
5 to 20 21-35 36-50 >50
youth 10 15 50 25
senior 10 10 65 15
Comment-In case of youth monthly income goes to 36-50 thousands

as they mainly told about parent’s income. For middle age 21-35
thousands is the inome.For senior income is 36-50 thousands.
26
“Which brand attracts you most by advertisement”
Brand Youth (%) Middle (%) Senior (%)

Nike 30 35 30
Adidas 55 40 20
Action 10 05 35
Columbus 05 05 10
woodland --- 15 05
Attractive brand
60
50
40
Youth (%)
30
Middle
Senior
20
10
0
Nike Adidas Action Columbus woodland
Comment-youth and middle age people like Adidas in case of

advertisement. While senior people like action shoes advertisement.
27
“ What kind of advertising media would most attract your attention”
Media Youth (%) Middle (%) Senior (%)

Newspaper 5 5 30
Television 20 5 20
Internet 40 65 35
Magazine 20 15 10
Others 10 10 05
Influence of media
70 65
60
50
40
40 35
30
30
20 20 20
20 15
10 10 10
10 5 5 5 5
0
Newspaper Television Internet Magazine Others
youth Middle Senior
Comment-youth people mainly follow internet. while in case of

middle age people it is also internet. Senior people follow internet and
newspapers.
28
CONCLUSION
After assessing the overall market scenarios what came
in picture was as follows:
 Consumer reactions suggest that Nike is the market
leader among all its close counter parts in the sports
shoe and apparel segments.
 After its sponsorship to major sports events and
teams like soccer in Europe and cricket in India give
it an extra edge.
 Adidas is chasing its position most aggressively so
now it requires maintaining its position with new
stuff.
 28% customers are still pro Adidas believer.
 Nike has been the major competitor for Adidas.
29
RECOMENDATION
 Companies like Actions, Woodland and Columbus need to

improve their advertising media. They have to give more
advertisement in internet as well as in magazines.
 Companies have to think to retain their consumers as we

have found that many consumers like to switch over from
their current brand.EX- discounts for permanent customers
or promotional offers.
 Companies have to think about innovative kind of things, as

we have found that many consumers like to find goods
whenever they find a good one. EX- nokia
30
ANNEXTURE
1) EXCEL SHEET.
2) SAMPLE QUESTIONNAIRE.
31
BIBLIOGRAPHY
1) WWW.WIKIPEDIA.COM
2) WWW.BAMBOOWEB.COM
3) WWW.GOOGLE.COM
4) RESEARCH METHODOLOGY BOOK
(Dr DEPAK CHAWLA and Dr NEENA
SONDHI)
32

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NEW DELHI INSTITUTE OF MANAGEMENT 2012

NEW DELHI INSTITUTE OF

ARUN MEWARA (299)

PANKAJ UPPADHYA (255)

Why we are doing this project?

DIFFERENT BRANDS OF SPORT SHOES

supplier of athletic shoes and a major manufacturer

vast portfolio of Aero Group. When we entered

OBJECTIVE OF THE SURVEY

 To know the personal views of DELHI people

 To study which branded sport shoes is

 Comparison between various branded sport shoes.

 Find out factor influencing the people at the time of

of few battlegrounds in the world where there is neck-to-

Nike is the world's #1 manufacturer and

Adidas" and became a huge fashion trend. The tapie

Sample Methods - Random Simple Sampling.

Primary data - Questionnaire

While deciding about the sample of research, it is required

A decision has to be taken concerning a sampling

measurement we have used nominal, ordinal and ratio

As the questionnaire is self administrated one, the survey

Dependent variable --- Consumer buying behavior.

LIMITATION OF THE STUDY

 A survey should involve a larger sample

 But a larger sample size may increase the time and

 Many of the respondents were not willing to fill

 Some people were not willing to respond and few of

 Another problem that we faced was that people were

QUESTION WISE ANALYSIS

“Who generally buys shoes for you”

ROLE YOUTH (%) MIDDLE AGE (%) SENIOR (%)

ROLE (youth) others

Comment- In case of youth, they prefer to buy shoes for

“What you prefer most in choosing sport shoes”

Comment-In case of youth they mainly prefer brand, while in

“How much would spend on a pair of sport shoes”

RS. youth% middle age% senior%

Rupees spend by different segments

500-1000 1000-2000 2000-3000 3000>

Comment-Those who comes under youth likes to spend Rs 2000-

“How often do you buy”

Duration Youth % Middle age % Senior %

Comment- Youth people like to buy shoes after 1 year. In case of

“What forces you to buy a new pair of shoes”

Reasons Youth % Middle age % Senior %

Reasons behind forces

Comment-Most of the youth people like to buy shoes in sports events.

“Which brand do you prefer in sport shoes”

Brand Youth % Middle % Senior %

Comment- youth people mostly prefer Nike and Adidas.Middle age

“Do you always prefer the same brand of shoes”

Opinion youth% middle age % senior%

Income (thousand) youth% middle age% senior%

Comment-In case of youth monthly income goes to 36-50 thousands

“Which brand attracts you most by advertisement”

Brand Youth (%) Middle (%) Senior (%)

Comment-youth and middle age people like Adidas in case of

“ What kind of advertising media would most attract your attention”

Media Youth (%) Middle (%) Senior (%)

youth Middle Senior

Comment-youth people mainly follow internet. while in case of

 Companies like Actions, Woodland and Columbus need to