CONSUMER PREFERENCE TOWARDS BRANDED SPORTS SHOES

Prepared by : Submitted to :

ABHISHEK MAHETA [13M01] Dr. R.P.Patel

Director,G.H.P.I.B.M.

1) Introduction

The three major global players i.e. Reebok, Nike, and Adidas dominate the sports shoes 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 sneaker was popularized by the Run DMC song "My Adidas" and became a hugefashion 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, thecompany 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. 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 sportingapparel sector and still undisputed leader in sports-oriented street wear.Reebok is the world's third-largest maker of sneakers, athletic shoes and sports apparel.Goods 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.

2) Rationale Behind The Study

The study helped us to analyse the knowledge of shoe brands for consumers in Vallabhvidyanagar and the different perceptions that consumers have on the branded shoes and find out the reasons behind such a perception. We will also be finding out which shoe brands, the consumers are aware of and how do they streamline their decision to buy a particular brand by considering factors like price, quality, reliability, availability, design innovation and comfort. It also helped us to analyse the buying behaviour of the customers and check whether brand perception has any impact on the buying behaviour of the customers while choosing their branded shoes.

3) Review of Literature1. How Brand Personality affects Products with different Involvement Levels?

Author: Plavini Punyatoya from IIM,Indore

Abstract

Brand personality is seen as the set of human characteristics associated with a brand. It carries the symbolic meaning of the brand. Whether it is a low or high involvement product, brand personality will definitely improve the consumer brand preference and purchase intention. This article presents a brief literature review of the concept of brand personality and its relationship to consumer brand preference and purchase intention. The study also emphasised effect of brand personality on high and low involvement products preference and purchase. The paper also talks about how famous endorsers and strong brand argument can improve brand personality of low and high involvement products respectively.

2. Assessing Youth’s Buying Behaviour towards Sports ShoesAuthor: Srungaram Narsimha Vamshi Krishna (Halmstad University, School of Business and Engineering (SET))

Abstract

The paper focuses on attitudes and behavior on the concept of the youth’s buying behavior towards branded sports shoes, different consumers have got different decision making process. The buyer’s ultimate goal is to buy the product of qualitative, quantitative with low/best affordable price. In order to identify different kinds of consumer’s behavior towards buying of different branded shoes and Nike sports shoe. I have carried out buying behavior of youth and different kind of consumer behavior models, literature and theory of consumer behavior; finally, I analyzed and concluded with research based on questionnaire of Nike shoes and case studies of Nike sports shoes at Halmstad University.

3. Evaluating Youth’s Buying Behavior regarding Sport Shoes

Author: Hamed Derakhshide,MA student of Business Management at Unversity of Ishafan,Iran

Mohammad Kazem Emadzadeh,Asst. Professor of Law Dept. At University of Ishafan,Iran

Abstract

The aim of this paper is evaluating attitudes and behavior of the youth's buying behavior towards branded sports shoes. The buyer's ultimate goal is to buy the product of qualitative, quantitative with low/best affordable price. In order to identify different kinds of consumer's behavior towards buying of different branded shoes and Adidas sports shoes. We have carried out buying behavior of youth and different kind of consumer behavior models, literature and theory of consumer behavior. At the end, we concluded with research based on questionnaire of Adidas shoes and case studies of Nike sports shoes at University of Isfahan.

4) Research Methodology

The questionnaires are short and accurate and the respondents would have related knowledge to modify the questionnaires. As this is an descriptive research, a total sample size of 150 sports shoes user will be surveyed in Vallabhvidyanagar. It will involve identifying and questioning people on the basis of various factors and the data obtained will be analysed.

5) Research Objectives

The objectives of this particular study are :

To compare various branded sports shoes. To study which branded sport shoes is mostly preferred by people as per

their choices. To find out factor influencing the people at the time of purchasing sport

shoes on the basis of colour, appearance, quality, variety, price, use in sports or any other purpose.

6) Research Design

Target Population : College going students

Research Design : Descriptive research

7 ) Sampling Method

We will be using convenience sampling method as the population of Vallabhvidyanagar is constituted by youngsters and they are available at a convenience.

8) Sampling Size

A total sample size of 150 sports goods customers will be surveyed in Vallbhvidyanagar. These mainly constitute youngsters, selected as per convenience.

9) Data Collection Tools

METHODS OF DATA COLLECTION

Actually data is of two kinds which are following-

a) Primary Data: Primary data are those, which are collected afresh and for the first time and this happen to be original in character.

b) Secondary Data: Secondary data are those data which have already been collected by someone else and which have already been used as per required. There are

basically two sources to collect secondary data)Internally: Provided by the company/organization) Externally: Various publication of central, state and local Government.

• Books, magazines, newspapers

• Internet

Questionnaire

After only keeping in mind one can think about what type of data has to be collected during research as our research is concerned I have to gather primary data for Customer preference.

10) Data Anlaysis Tools & Techniques