“ Consumers Perception Towards Purchase

of Branded Sports Apparel In Shopping Malls

During FIFA World Cup”
Submitted To: - Submitted By
Dr. Urvashi Makkar Vijay Burma (09234}
Chairperson,marketing Sakshi Singh(09183)
IMS,GZB Sonu Kumar(09212)
Sumit Kumar(09215)

Suneet Khanna(09217)
Shobhit Jaiswal (09199)
Supriya Gupta(09219)
Varun pratap singh(09232)
 objective
• To know the personal views of “Ghaziabad&Noida” people
regarding choices among various branded sport shoes?
• To study which branded sport wear is mostly preferred by
people as per their choices?
• Find out factor influencing the people at the time of
purchasing sport wear- Society,Sports enthusiasm,Celebrity
Endorsement, training, extra services,Price and use in sports
or any other.
 RESEARCH METHODOLOGY
• Research problems : To find and analyse the
various factors which helps in forming a
perception the consumers to buy branded
sports wear.
• Research methodology: Descriptive method
 SAMPLING PLAN -

• Sample Methods - Convenient Sampling.

• Sample size - 105.
• Primary data -Questionnaire.
• Sample Units: Ghaziabad & Noida
• Source of data:primary sources,Sample Survey
EXTERNAL INFLUENCES ON PRODUCT
PURCHASE
• Price
• Brand
• Peer Group
• Quality
• Brand Ambassador
• Income
• Family values
• Media
• Salesman influences
• Social Class
 DECISION MAKING PROCESS
• There are three types of consumer decision
making:–
• Nominal decision making
• Limited decision making
• Extended decision making
 three phases in consumer decision
making process:–
• Problem recognition
• Information search
• Alternatives evaluation and selection.
Rotated Component Matrix
component
1 2 3 4
salesperson .891

promotion .897 -.570

Timings .806

apparelcollection .612

celebrityendorsem .780
ent
extraservices .512

Lifestyle .479

sportsparticipation .762

peopearoundyou .888
Factor 1(Brand Factor2 Factor 3(Celebrity Factor4 (salesperson)
Consious&Society) (Enthusiasm&Awareness endorsement)
Timing Promotion Celebrity endorsement Sales person

Apparel collection Sports Participation

Extra service

Life style

People around you

V1=BRAND ONSCIOUS AND SOCIETY

V2=ENTHUSIASM AND AWARENESS
V3= CELEBRITY ENDORSEMENT
V4=SALESPERSON
 Cluster Centroids
Shopping Shopping of I combine I try to get I don’t You save lot of

is fun. sportswear is shopping best buys care money by

bad for your

with when about comparing

eating shopping. shopping. prices.

budget.
out.
Cluster
No.
1 5.750 2.755 6.000 1.833 3.333 3.645

1.667 1.670 1.833 3.905 5.500 3.333

2
3 3.875 5.095 1.750 5.455 3.375 6.000
• Represent the mean values of the objects
contained in the cluster on each of the
variables and to describe each cluster by
assigning it a name or label.
TIMING PROMOTION CELEBRITY Sales person
ENDORSEMENT
Apparel collection Sports
Participation
Extra service

Life style

People around you

 CONCLUSION
• product quality plays a significant role in
influencing consumers to be brand loyal
customers.
• There are several factors of brand loyalty that
were appropriate in the Indian environment.
• The sportswear industry is one area which
offers vast potential in the consumer market
when there is increase in sporting activities
and events like fifa.