consumers perception towards purchase of branded sports

“ 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 Matrixcomponent

1 2 3 4salesperson .891

promotion .897 -.570

Timings .806

apparelcollection .612

celebrityendorsement

.780

extraservices .512

Lifestyle .479

sportsparticipation .762

peopearoundyou .888

Factor 1(Brand

Consious&Society)

Factor2

(Enthusiasm&Awareness

Factor 3(Celebrity

endorsement)

Factor4 (salesperson)

Timing Promotion Celebrity endorsement Sales person

Apparel collection Sports Participation

Extra service

Life style

People around you

V1=BRAND ONSCIOUS AND SOCIETYV2=ENTHUSIASM AND AWARENESSV3= CELEBRITY ENDORSEMENTV4=SALESPERSON

Cluster Centroids

Cluster No.

Shopping is fun.

Shopping of

sportswear is

bad for your

budget.

I combine shopping with eating out.

I try to get best buys when shopping.

I don’t care about shopping.

You save lot of

money by

comparing

prices.

1 5.750 2.755 6.000 1.833 3.333 3.645

21.667 1.670 1.833 3.905 5.500 3.333

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 ENDORSEMENT

Sales person

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.