fooftwear industry project 2nd sem

8/7/2019 fooftwear industry project 2nd sem

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INTRODUCTION

CONSUMER BEHAVIOUR

The aim of marketing is to meet and satisfy target customers need and wants.

The field of consumer behavior studies how individuals, groups and

organizations select, buy, use and dispose of goods, services, ideas experiences

to satisfy their needs and desires. Understanding consumer behavior and

knowing customers are never simple. Customer may say one thing but do

another. They may not be touch in with their deepest motivations. They may

respond to influences that change their minds at last minutes. The companies

stand to profit from understanding how and why their customers buy. The

starting point to understand the buyer behavior is its stimulus response

model. Marketing and environmental stimuli enter the buyer's consciousness.

The buyer's characteristics and decision process lead to certain purchasedecisions. The marketers task is to understand what happens in the buyer's

consciousness between the arrival of outside stimuli and the buyers purchase

decisions.

DEFINATION:

According to Schiffman, Consumer behaviour may be defined as the

behaviour that consumers display in searching for, purchasing, using,

evaluating and disposing of products and services that they expect will satisfy

their needs.

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FOOTWEAR INDUSTRY: PAST, PRESENT & FUTURE

HISTORY OF FOOTWEAR INDUSTRY

"THE MOCCASIN"

The shoe popularly known as the moccasin - which is essentially made from

one piece of material has - An ancient lineage. Long before shoes are made

from two distinct pieces (soles and uppers), one piece shoe construction was the

norm. A single piece of hide or skin draws up and around the foot served as a

basic protective covering for many people in Europe, Africa, Asia & the

Americans. In some parts of Europe, this footwear is called an OP ANKE, a

Serbian word for shoe. "Opankes" were widely worn in rural Balkan regions,

where they were made by wearers themselves. The name "Moccasin" originated

centuries ago in northeastern North America, where it is the Algonakian word

fir footwear with a soft bottom. Today, the term "moccasin" also describes a

popular style of shoe that retains the ancient one- piece wraparound leather

construction but that may have an added separate hard sole.

FOOTWEAR INDUSTRY IN INDIA: PRESENT SCENARIO

The Indian footwear industry is experiencing a boom presently. Indian footwear

MARKET, which is estimated at 600 million pairs (leather shoes accounting for

a quarter of that) and valued at about Rs 6200 crore, is growing at the rate of 40

-42 % annually. India's leather products rose significantly from Rs 2030.04crore in 1990 to Rs 4989.40 crore in 1996. Going by the indications it would

not be inaccurate to say that the potential for future growth is vast

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EMERGENCE OF SPORTS SHOE INDUSTRY

Shoes and lifestyle today go together in India, in a changing milieu where style

is becoming integral to individual and social statement, spanning wider

consumer circles.

Just a few Years back, product differentiation was limited to just two

categories- formal and informal.

The disintegration of the USSR towards the beginning of the decade was a rude

shock for the exporters of shoes to this market. The sudden loss of market was

like bolt out of blue. Suddenly the companies also boasted over Rs 100 crore

exports found their accruals tumble down to one quarter of the previous year.

The bottom lines turned red. They had no choice, but to turn to the domestic

market. Also, with the opening up of the Indian economy, the manufacturers

now had access to qualitative inputs, machineries and fashion designers.

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REVIEW OF LITERATURE

GEORGE J. WARDENBURG (1980)

His case study recommended policy for making a distinction of marketing

categories for small scale shoe manufacturing units to achieve general end. It

recommended protection of employment in view of social significance of

employment and of the production units- focal points of (social) living.

Government policies and institutions to be aimed at the progress and growth of

this industry and thereby continuous scrutiny of progress so attained.

VESANT DESAI (1985)

In his study he carefully examined problems that arise in the production process

so that the quality of product matches with expectation of consumers while

selecting shoes. The focus of footwear industry is widening as footwear is a

very big complimentary part of fashion and continues to grow day by day.

Several techniques of footwear production are evolved over a period of time

and are discussed. Also it discusses several prospects of small scale industries

in India are on a brighter side and providing employment to a large pool of

population.

CHERNEX (1997)

A study was conducted to examine the common features on brand and moderate

role of attribute importance with the argument that when there is difference in

brand attributes then consumers preference will be in the favour of attribute

with most important value and on the other hand if attributes do not very much

i.e. they are similar in their importance, then we are most likely to visualize

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equal brands share. An attempt was made to investigate the effect of addition

of common feature to all brands on pattern of consumer behaviour.

KATHRYN REITH (2001)

Discusses the recent focus of Nike on women footwear and apparels. Long

known as a brand catering to male athletes and built on names like Michael

Jordan, Pete Sampras and Tiger Woods, Nike has begun in recent months to

step up advertising campaigns and product development aimed at women. It

already leads its rivals in footwear sales to women, but it wants an even bigger

market share. From opening women's stores in the Los Angeles area to starting

a Web site called nikegoddess.com to creating sneakers that have a snakeskin

look, Nike is trying to dominate a market where having a trendy image scores

more points than macho advertising. Its executives have come up with

strategies they hope will take advantage of the differences between how women

and men conceive of sport, how they shop for clothing and shoes and even what

they think of celebrity athletes. For one thing, the company wants to appeal

more to women's desires to lead an active lifestyle than to an image they might

have of themselves as a hard-core athlete.

DR. K. CHIDAMBRAN DR. S. GANESAN (2004)

He conducted the study on preferences of brand talcum powders. The main

objectives of the study are to ascertain the reason for using talcum powder, the

factors influencing choice of brand and brand loyalty of talcum powder

consumers. Primary data was collected through direct personal interviews.

On the basis of the research, the reasons for talcum powder are fragrance,

freshness, beautification measure and health care measure. At the end, the study

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reveals that among the factors influencing brands preferences of talcum

powder,fragnance ranks 1st followed by brand image and the like.

R. RENGANATHAN (2005)

Conducted the study in the areas of Chennai of Tamil Nadu. On the perception

of how individual select, buy, use and dispose of goods and services and ideas,

experiences to satisfy their need and desire. A questionnaire was prepared and

its objectives were to get response pertaining for the purpose of having a car,

customers opinion preference of car, anticipation of car etc. Percentage method

was used for calculation purposes. It was found out that 39% of the consumers

expect a car to be luxurious and mid sized 51.5% of the consumers, use their car

for both long distance journey and city uses. On an average, we could conclude

that customers were satisfied with pricing structure of Hyundai cars. In the

ranking for the main purpose of having a car the factor that scored the highest

importance was necessity, convenience, comfort. Mileage was the criteria for

the prospects looked for in a car. Maintenance, safety and other criteria came

next.

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REEBOK

Reebok International Limited is a British producer ofathletic footwear, apparel,

and accessories and is currently a subsidiary of Adidas AG. The name comes

from Afrikaans/Dutch spelling ofrhebok, a type ofAfricanantelope or gazelle.

The company, founded in 1895, was originally called Mercury Sports but was

renamed Reebok in 1960. The company's founders, Joe and Jeff Foster, found

the name in a dictionary won in a race by Joe Foster as a boy; the dictionary

was a South African edition, hence the spelling.

Reebok is now owned by the German footwear giant Adidas, which completed

its acquisition in early 2006.

EARLY HISTORY

Reebok was founded in 1895, in Bolton, Greater Manchester, by Joseph

William Foster under a company called J.W. Foster and Sons Limited. The

family-owned business made the running shoes worn in the 1924 Summer

Olympics by the athletes Harold Abrahams and Eric Liddell celebrated in the

film Chariots of Fire.

In 1958, two of the founder's grandsons Jeffrey and Joseph left the family

business and started a rival company that came to be known as Reebok. In

1979, Paul Fireman, a partner in an outdoor sporting goods distributorship,

spotted Reebok shoes at the annual sporting goods "super show" in Atlanta,

Georgia. He negotiated for the North American distribution license and

purchased the rights to sell Reebok footwear. Reebok introduced three running

shoes in the United States that year.

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The firm was sold to a group of investors in 1984, led by R. Stephen Rubin of

Pentland Industries and Paul Fireman, who established a holding company

based in the UK, Limelight Limited, renamed Reebok International Limited

after the completion of the sale by Joseph Foster. This company subsequently

bought the J.W. Foster limited company from Mr. Foster, to allow it to use the

Foster Family history (after 1939). Joe Foster was retained by Rubin and

Fireman to expand the companies operations outside the USA, which he did

until 1990.

HUMAN RIGHTS AND PRODUCTION DETAILS

In the past, Reebok had an association with outsourcing through sweatshops,

but today it claims it is firmly committed to human rights. In April 2004,

Reebok's footwear division became the first company to be accredited by the

Fair Labor Association. In 2004, Reebok also became a founding member of

the Fair Factories Clearinghouse, a non-profit organization dedicated to

improving worker conditions across the apparel industry.

Supplier information, according to the Reebok website as of May 2007:

"Footwear Reebok uses footwear factories in 14 countries. Most factories

making Reebok footwear are based in Asiaprimarily China (accounting for

51% of total footwear production), Indonesia (21%), Vietnam (17%) and

Thailand (7%). Production is consolidated, with 88% of Reebok footwear

manufactured in 11 factories, employing over 75,000 workers."

"Apparel Reebok has factories in 45 countries. The process of purchasing

products from suppliers is organized by region. Most (52%) of Reebok's apparel

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sold in the US is produced in Asia, with the rest coming from countries in the

Caribbean, North America, Africa and the Middle East. Apparel sold in Europe

is typically sourced from Asia and Europe. Apparel sold in the Asia Pacific

region is typically produced by Asian-based manufacturers."

ENDORSEMENTS

The company holds exclusive rights to manufacture and market both authentic

and replica uniform jerseys and sideline apparel of the teams of the National

Football League since 2002, the Canadian Football League since 2004, and is

the official shoe supplier to the NFL and Major League Baseball. In additionReebok acquired officialNational Hockey League sponsorCCM in 2004, and is

now manufacturing ice hockey equipment under the CCM and RBK brands,

and has signed popular young stars Sidney Crosby and Alexander Ovechkin to

endorsement deals (Crosby for Rbk, Ovechkin for CCM). Reebok has phased

out the CCM name on NHL authentic and replica jerseys in recent years, using

the Reebok logo since 2005. Reebok is also endorsed by Allen Iverson,

Carolina Klft, Amelie Mauresmo,Nicole Vaidisova, Ivy and Amir Khan.

It maintains its relationship with its origins in England through a long-term

sponsorship deal with Bolton Wanderers, a Premiershipfootball club. When the

team moved to a brand new ground in the late-1990s, their new home was

named the Reebok Stadium. Several other English clubs had Reebok

sponsorship deals up until the purchase by Adidas, but most have sinceswitched to either the parent brand (which has a long history in football) or

another company altogether.

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Several international cricketers, such as Pakistani skipper Shoaib Malik,

Pakistani batsman Abdur Razzaq, Sri Lankan Captain Mahela Jayawardene,

Indian captain Mahendra Singh Dhoni, Indian batsmen VVS Laxman and Rahul

Dravid, and Chris Gayle of the West Indies, endorse Reebok. They are supplied

with Reebokcricket shoes, as well as with cricket bats marked with the Reebok

brand in the cases of Malik, Dhoni, Laxman, and Gayle. In fact, these bats are

actually made by Reebok. In September, 2007 it appeared that Reebok had also

signed Sanath Jayasuriya of Sri Lanka. Either that, or Sanath simply decided to

start using Reebok products.

RECENT NEWS

In August 2005, one of the company's largest rivals, Adidas, announced that it

would acquire Reebok for $8 billion. The deal shadowed Nike's purchase of

Converse in 2003. The acquisition would increase Adidas' market share in

North America and allow it to further compete with the world's biggest maker

of sports apparel,Nike. The deal was completed in January 2006.

In October 2006 Reebok launches its first blog, I am what I am in Spanish.

In early 2007 the company relocated to its birthplace ofBolton, England after

their former headquarters in Massachusetts was sold to a property group.

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NIKE

Nike, Inc. is a majorAmerican supplier of athletic shoes, apparel and sports

equipment. The company takes its name from Nike, the Greek goddess of

victory, after company designer Jeff Johnson presented the name to founder

Phil Knight. Nike markets its products under its own brand as well as Nike

Golf, Nike Pro, Air Jordan, Team Starter, and subsidiaries including Bauer,

Cole Haan, Hurley, Int. and Converse. Nike is the largest sportswear supplier in

the world.

Swoosh is the symbol of the athletic shoe and clothing manufacturerNike. It is

among the most easily recognizedbrand symbols in the world.

The Nike "Swoosh" is a design created in 1971 by Carolyn Davidson, a graphic

design student at Portland State University. She met Phil Knight while he was

teaching accounting classes and she started doing some freelance work for his

company, Blue Ribbon Sports (BRS).

BRS needed a new brand for a new line ofathleticfootwearit was preparing to

introduce in 1972. Knight approached Davidson for design ideas, and she

agreed to provide them, charging a rate of $2 per hour.

In June 1971, Davidson presented a number of design options to Knight and

other BRS executives, and they ultimately selected the mark now knownglobally as the Swoosh. Davidson submitted a bill for $35 for her work. (In

1983, Knight gave Davidson a gold Swoosh ring and an envelope filled with

Nike stockto express his gratitude.)

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In June 1972, the first running shoes bearing the Swoosh were introduced at the

U.S.Track and FieldOlympic Trials in Eugene, Oregon. Nike continues to use

the brand today.

NIKE IN 21ST CENTURY

2000

o Nike Shox cushioning/support system is introduced, initially worn

by Vince Carterand others on the US Olympic basketball team.

2002

o Nike purchases Hurley International, an action sports clothing

company, for an undisclosed amount.

o NikeGO launches, a grassroots initiative to increase physical

activity among youths aged 9-15.

o Nike become the kit sponsor of Manchester United until 2010.

o Nike SB, Nike's Skateboarding line is introduced.

2003

o Nike acquires once-bankrupt rival Converse for $305 million on

July 9.

o For the first time in the company's history, international sales

exceed USA sales.

o Nike is again (also in 1994) named "Advertiser of the Year" by the

Cannes Advertising Festival.

o Nike signsNBA playerLeBron James with an unprecedented $87

million shoe contract.

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2004

o Phil Knight steps down as CEO and President of Nike, but

continues as chairman. Knight is replaced by William D. Perez as

CEO of Nike, effective Dec. 28.

o Nike creates the Exeter Brands Group, a wholly owned subsidiary

for athletic footwear and apparel brands for lowerprice points.

Brands include Starter, Team Starter, Asphalt, Shaq, and

Dunkman.

o Annual revenues exceed $ 12.25 billion

2005

o Nike reports annual revenue for fiscal year 2005 (ending May 31)

of $13.74 billion, a 12% increase over the previous fiscal year.

o Nike Signs Tennis Pro Rafael Nadal.

2006

o Nike enters the cricket market with a 5-year sponsorship of the

Indian cricket team for US$43m.

o CEO William Perez leaves Nike on January 23, 2006. Perez said in

the statement that he and Knight "weren't entirely aligned on some

aspects of how to best lead the company's long-term growth. It

became obvious to me that the long-term interests of the company

would be best served by my resignation."

o Mark Parker replaces Perez as CEO. Parker previously was brand

co-president of the company, and joined Nike in 1979.

o Nike and Apple release the Nike+iPod sports kit, enabling runners

to log and monitor their runs via iTunes and theNike+ website.

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o Nike reports annual revenue for fiscal year 2006 (ending May 31)

of $15 billion.

2007

o Nike introduces the Second Coming, a group of NBA basketball

players who best represent the Nike company.

o Nike introduces AF25, after 25 years of Air Force shoe line

SPONSORSHIP OF ATHLETES AND TEAMS

Nike's influences stretch from its production systems to its fashions, while

along the way developing technologies. Their advertising campaigns often

involve sponsored athletes like Roger Federer, Kobe Bryant, Maria Sharapova,

LeBron James, Ronaldinho, Cristiano Ronaldo, Lance Armstrong, Michael

Jordan, Wayne Rooney, Steve Nash and Aaron Lennon.

Nike is also well-known for signing many of the world's top football (soccer)

clubs and national teams, including Brazil, Portugal, theNetherlands, Belgium,Russia, Morocco,South Korea, Serbia, Slovenia, Croatia, Turkey, the United

Statesmen's, women's, Australia, New Zealand, Singapore, Malaysia, INDIA,

Zambia,Pro Santos F.C, FC Barcelona, Manchester United FC, Arsenal FC,

Juventus FC, Internazionale FC, Hamilton Accies,Celtic FC, Borussia

Dortmund, Corinthians, Flamengo, Boca Juniors, the India Cricket Team,

England Rugby and France Rugby to produce their equipment.

Since the 2007 South East Asian Football Championships, Nike began its

expansion to South-East Asia, to countries such as Indonesia, Singapore, and

Thailand.

14
http://en.wikipedia.org/wiki/Roger_Federerhttp://en.wikipedia.org/wiki/Kobe_Bryanthttp://en.wikipedia.org/wiki/Maria_Sharapovahttp://en.wikipedia.org/wiki/LeBron_Jameshttp://en.wikipedia.org/wiki/Ronaldinhohttp://en.wikipedia.org/wiki/Cristiano_Ronaldohttp://en.wikipedia.org/wiki/Lance_Armstronghttp://en.wikipedia.org/wiki/Michael_Jordanhttp://en.wikipedia.org/wiki/Michael_Jordanhttp://en.wikipedia.org/wiki/Wayne_Rooneyhttp://en.wikipedia.org/wiki/Steve_Nashhttp://en.wikipedia.org/wiki/Aaron_Lennonhttp://en.wikipedia.org/wiki/Football_(soccer)http://en.wikipedia.org/wiki/Brazil_national_football_teamhttp://en.wikipedia.org/wiki/Portugal_national_football_teamhttp://en.wikipedia.org/wiki/Netherlands_national_football_teamhttp://en.wikipedia.org/wiki/Belgium_national_football_teamhttp://en.wikipedia.org/wiki/Russia_national_football_teamhttp://en.wikipedia.org/wiki/Morocco_national_football_teamhttp://en.wikipedia.org/wiki/Korea_Republic_national_football_teamhttp://en.wikipedia.org/wiki/Serbia_national_football_teamhttp://en.wikipedia.org/wiki/Slovenia_national_football_teamhttp://en.wikipedia.org/wiki/Croatia_national_football_teamhttp://en.wikipedia.org/wiki/Turkey_national_football_teamhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_States_men's_national_soccer_teamhttp://en.wikipedia.org/wiki/United_States_women's_national_soccer_teamhttp://en.wikipedia.org/wiki/Australia_national_football_(soccer)_teamhttp://en.wikipedia.org/wiki/New_Zealand_national_soccer_teamhttp://en.wikipedia.org/wiki/Singapore_national_football_teamhttp://en.wikipedia.org/wiki/Malaysia_national_football_teamhttp://en.wikipedia.org/wiki/India_national_football_teamhttp://en.wikipedia.org/wiki/Zambia_national_football_teamhttp://en.wikipedia.org/w/index.php?title=Pro_Santos_F.C&action=edithttp://en.wikipedia.org/wiki/FC_Barcelonahttp://en.wikipedia.org/wiki/Manchester_United_FChttp://en.wikipedia.org/wiki/Arsenal_FChttp://en.wikipedia.org/wiki/Juventus_FChttp://en.wikipedia.org/wiki/Internazionale_FChttp://en.wikipedia.org/wiki/Hamilton_Accieshttp://en.wikipedia.org/wiki/Celtic_FChttp://en.wikipedia.org/wiki/Borussia_Dortmundhttp://en.wikipedia.org/wiki/Borussia_Dortmundhttp://en.wikipedia.org/wiki/Sport_Club_Corinthians_Paulistahttp://en.wikipedia.org/wiki/Clube_de_Regatas_do_Flamengohttp://en.wikipedia.org/wiki/Boca_Juniorshttp://en.wikipedia.org/wiki/Indian_cricket_teamhttp://en.wikipedia.org/wiki/England_Rugbyhttp://en.wikipedia.org/w/index.php?title=France_Rugby&action=edithttp://en.wikipedia.org/wiki/South-East_Asiahttp://en.wikipedia.org/wiki/Indonesiahttp://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/wiki/Roger_Federerhttp://en.wikipedia.org/wiki/Kobe_Bryanthttp://en.wikipedia.org/wiki/Maria_Sharapovahttp://en.wikipedia.org/wiki/LeBron_Jameshttp://en.wikipedia.org/wiki/Ronaldinhohttp://en.wikipedia.org/wiki/Cristiano_Ronaldohttp://en.wikipedia.org/wiki/Lance_Armstronghttp://en.wikipedia.org/wiki/Michael_Jordanhttp://en.wikipedia.org/wiki/Michael_Jordanhttp://en.wikipedia.org/wiki/Wayne_Rooneyhttp://en.wikipedia.org/wiki/Steve_Nashhttp://en.wikipedia.org/wiki/Aaron_Lennonhttp://en.wikipedia.org/wiki/Football_(soccer)http://en.wikipedia.org/wiki/Brazil_national_football_teamhttp://en.wikipedia.org/wiki/Portugal_national_football_teamhttp://en.wikipedia.org/wiki/Netherlands_national_football_teamhttp://en.wikipedia.org/wiki/Belgium_national_football_teamhttp://en.wikipedia.org/wiki/Russia_national_football_teamhttp://en.wikipedia.org/wiki/Morocco_national_football_teamhttp://en.wikipedia.org/wiki/Korea_Republic_national_football_teamhttp://en.wikipedia.org/wiki/Serbia_national_football_teamhttp://en.wikipedia.org/wiki/Slovenia_national_football_teamhttp://en.wikipedia.org/wiki/Croatia_national_football_teamhttp://en.wikipedia.org/wiki/Turkey_national_football_teamhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_States_men's_national_soccer_teamhttp://en.wikipedia.org/wiki/United_States_women's_national_soccer_teamhttp://en.wikipedia.org/wiki/Australia_national_football_(soccer)_teamhttp://en.wikipedia.org/wiki/New_Zealand_national_soccer_teamhttp://en.wikipedia.org/wiki/Singapore_national_football_teamhttp://en.wikipedia.org/wiki/Malaysia_national_football_teamhttp://en.wikipedia.org/wiki/India_national_football_teamhttp://en.wikipedia.org/wiki/Zambia_national_football_teamhttp://en.wikipedia.org/w/index.php?title=Pro_Santos_F.C&action=edithttp://en.wikipedia.org/wiki/FC_Barcelonahttp://en.wikipedia.org/wiki/Manchester_United_FChttp://en.wikipedia.org/wiki/Arsenal_FChttp://en.wikipedia.org/wiki/Juventus_FChttp://en.wikipedia.org/wiki/Internazionale_FChttp://en.wikipedia.org/wiki/Hamilton_Accieshttp://en.wikipedia.org/wiki/Celtic_FChttp://en.wikipedia.org/wiki/Borussia_Dortmundhttp://en.wikipedia.org/wiki/Borussia_Dortmundhttp://en.wikipedia.org/wiki/Sport_Club_Corinthians_Paulistahttp://en.wikipedia.org/wiki/Clube_de_Regatas_do_Flamengohttp://en.wikipedia.org/wiki/Boca_Juniorshttp://en.wikipedia.org/wiki/Indian_cricket_teamhttp://en.wikipedia.org/wiki/England_Rugbyhttp://en.wikipedia.org/w/index.php?title=France_Rugby&action=edithttp://en.wikipedia.org/wiki/South-East_Asiahttp://en.wikipedia.org/wiki/Indonesiahttp://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/Thailand


15/57

BATA

The T$A Bata Co is registered in Czechoslovakia by sibling Toma, Anna and

Antonin Bata. Innovative from the beginning it departs from the century old

tradition of one man cobbler, workshop.

In 1987 Tomas introduced Batovka the first shoe. In 1905 his produced 2200

pairs per days produced by 250 employees. Constant innovation of foot wear to

meet customer needs T Bata motto. Our customer is our master

Bata India is the largest company for the Bata Shoe Organization in terms ofsales pairs and the second largest in terms of revenues. With 1250 stores across

the country, it also has the widest retail network within the BSO.

By the time Bata had come to India in 1931, it was already recognized as a

leading shoe brand. Its manufacturing and marketing operations heralded the

rise and the development of a modern footwear industry in India. Before Bata,

footwear was produced primarily in the handicrafts and small enterprise

segments. Bata, over the decades, used the current knowledge' from its

international experience to create adaptive and innovative baseline standards for

the shoe businesses in India.

Incorporated as Bata Shoe Company Private Limited in 1931, the company was

set up initially as a small operation in Konnagar (near Calcutta) in 1932. In

January 1934, the foundation stone for the first building of Bata's operation -

now called the Bata. In the years that followed, the overall site was doubled in

area. This township is popularly known as Batanagar. It was also the first

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manufacturing facility in the Indian shoe industry to receive the ISO: 9001

certification.

The Company went public in 1973 when it changed its name to Bata India

Limited. Today, Bata India has established itself as one of Asia's largest

footwear retailer. It has cornered around 35 per cent market share in the

organized sector (and approx. 8.5% of the total footwear market) Almost 98

percent of the company's revenue is from the domestic market while the rest is

from exports. The company currently sells over 45 million pairs of shoes every

year and has an annual sales turnover of more than Rs 8000 million (USD 178

million).

Over the years, Bata India has established a leadership position in the footwear

industry and is easily the most trusted name in branded footwear. Its retail

network of 1250 stores gives it a reach/ coverage that no other footwear

company can match. The stores are present in good locations and can be found

in all the metros, mini-metros and towns

In terms of products, the company has now built a good, market-oriented

collection that is in line with fashion trends and offers a good quality to price

ratio. Its product range now encompasses classic shoes such as Ambassador for

Men and comfort shoes such as Comfit for ladies, as well as a more trendy

collection for ladies in the Marie Claire range and a sporty fashion collection

for young adults in the North Star range.

Bata's smart looking new stores supported by a range of better quality products

are aimed at offering a superior shopping experience to its customers. And the

new face of Bata India is now visible to the industry as well as its customers.

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Today, backed by a brand perception of experience, the company is working

towards positioning itself as a vibrant and contemporary young brand. It has

significantly transformed its retail formats to become more lifestyle-oriented,

which has helped change consumer perceptions to a large extent.

1922 Bata cuts prices by fifty percent stores our flooded with customers,

forcing industries to follow lead.

1929 Bata build factories in Swiss, Germany, England, France, USA, and

India.

1934 Bata become leader .abroad expansion continues at dynamic rates.

1939 Bata operate 63 companies in various industries but footwear

remains core business with 50 million pairs sold p.a.

1945 All Bata company nationalized

1960 Because headquarter recolted in Toronto.

1970 Private labels are created to be marketed to new customer segment.

1980 Retail excellence is becoming even more important. Bata develops

a variety of retail concepts such as Bata city stores, large format stores

and sport concept stores.

1990 To adjust to market evolution, Bata under takes a major

reorientation from manufacturing to designing, marketing and

distribution.

2001 New international structure is implemented around four meaningful

business units. MBUs to give more focus to business and gain synergies

with in each region, especially in sourcing and product development.

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ADIDAS

For over 80 years the adidas Group has been part of the world of sports on

every level, delivering state-of-the-art sports footwear, apparel and accessories.

Today, the adidas Group is a global leader in the sporting goods industry and

offers a broad portfolio of products. Products from the adidas Group are

available in virtually every country of the world. Our strategy is simple:

continuously strengthen our brands and products to improve competitive

position and financial performance.

Adidas Footwear, apparel, and hardware such as bags and balls

Reebok Footwear, apparel and hardware

Rockport Footwear

TaylorMade-adidas

Golf

Golf Equipment: metalwoods, irons putters, golf balls,

footwear, apparel and accessories

Activities of the company and its more than 150 subsidiaries are directed from

the Group's headquarters in Herzogenaurach, Germany. Also located in

Herzogenaurach are the strategic business units for Running, Soccer and Tennis

as well as the Research and Development Center. Additional key corporate

units are based in Portland, Oregon in the USA, the domicile of adidas America

Inc. and home to the strategic business units Basketball, Adventure and

Alternative Sports. Reebok Headquarters are located in Canton, Massachusetts.

TaylorMade-adidas Golf is based in California. The company also operates

design studios and development departments at other locations around the

world, corresponding to the related business activity.

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Adidas Sourcing Ltd., a fully-owned subsidiary headquartered in Hong Kong, is

responsible for worldwide sourcing.

At December 31, 2006, the Adidas Group employed 26,376 people.

The foundation

18th August 1949 - adidas is registered as a company, named after its

founder: 'Adi' from Adolf and 'Das' from Dassler.

50s- The 'Miracle of Bern'

1954 - The 'Miracle of Bern' Germany battle Hungary with a competitive

advantage. They are wearing adidas soccer boots which for the first time

feature removable studs.

60s- Higher

Driven by a desire to help all athletes committed to performance, adidas

manufactures equipment for what some consider "fringe sports".Unconventional high jumper Dick Fosbury launches himself up and over

in adidas footwear.

70s- The "adidas" team wins

Crowning moment: Franz Beckenbauer, the "Kaiser", raising the World Cup

in victory salute. Germany had just beaten Holland 2-1 in the 1974 final.

80s- The transition

After Adi Dassler's death, Adi's wife Kthe, his son Horst, and his daughters

carry on the business.

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90s- With a new management

Under the CEO Robert Louis-Dreyfus, adidas is moving from being a

manufacturing and sales based company to a marketing company.

1995- adidas goes public

Flotation of the company on the Frankfurt and Paris Stock Exchange.

1996- A splendid year

The "three-stripes company" equips 6,000 Olympic athletes from 33

countries. adidas athletes win 220 medals, including 70 gold. Apparel sales

increase 50%.

1997- adidas-Salomon AG

Adidas AG acquires the Salomon Group with the brands Salomon,

TaylorMade, Mavic and Bonfire in December 1997. The new company is

named adidas-Salomon AG.

1999- The new brands

The integration of the new brands is gaining momentum. The new Taylor

Made FireSole clubs boost sales. Salomon in-line skates take off with high

double-digit growth during the first half of 1999.

2000- New management

Following personnel changes, the new management initiates an ambitious

Growth and Efficiency Program. Major sports events such as the European

Soccer Championship EURO 2000 and the Olympic Summer Games,

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where swimmer Ian Thorpe takes three gold medals, contribute to the

companys success.

2005- Sale of Salomon

The Salomon Group (including Salomon, Mavic, Bonfire, Clich and

ArcTeryx) is being sold to Amer Sports in October 2005. The new adidas

Group is focusing even more on its core strength in the athletic footwear and

apparel market as well as the growing golf category. The legal name of the

company will change to adidas AG in May/June 2006.

2006- adidas-Salomon AG acquires Reebok

The closing of the Reebok transaction on January 31, 2006 marks a new

chapter in the history of the adidas Group. By combining two of the most

respected and well-known brands in the worldwide sporting goods industry,

the new Group will benefit from a more competitive worldwide platform,

well-defined and complementary brand identities, a wider range of products,

and a stronger presence across teams, athletes, events and leagues.

OBJECTIVES OF THE STUDY

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1) To ascertain awareness among consumers for different brands of sports

footwear.

2) To analyze the consumer buying behaviour regarding various brands of

sports footwear.

3) To ascertain brand loyalty among consumers regarding sports footwear.

4) To know why consumers prefer sports shoes over other shoes.

RESEARCH METHODOLOGY

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Every research project involves a specified framework for controlling the

collection of data and is known as research design. Any research should involve

Deciding which approach to use in design and areas coverage.

Deciding which data is available.

Identifying probable source of data.

The present study is exploratory as well as descriptive in nature. The objective

of the study is to determine consumer behaviour towards sports footwear.

UNIVERSE OF STUDY

Universe of study consists of respondents from one city of Punjab.

Amritsar

Restriction of the universe to one city of Punjab was because International and

Indian sports footwear are mainly in this city.

Limitation of time and financial resources has also accounted for the

geographical concentration to city only.

The sampling of 100 respondents has been taken which includes people of both

the sexes and different socio-economic background.

Sample size - 100 Respondents

Sampling Type - Convenience Sampling

(a) Primary Sources Personal interview method with structured pre-tests

questionnaire.

(b) Secondary Sources- Various literatures as mentioned in the bibliography

and general information from sports footwear stores.

QUESTIONNAIRE

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To develop the list of questions to be asked, existing literature related to the

study was reviewed.

1. First part of the questionnaire deals with their behaviour towards various

brands of sports footwear.

2. Next part of the questionnaire deals with demographics.

DATA ANALYSIS

In the study, five variables have been used for data analysis.

These are as listed below:

1. Age

2. Sex

3. Occupation

4. Income

5. Educational Qualification

TECHNIQUES USED TO MEASURE ATTITUDE

ITEMIZED NONCOMPARITIVE RATING SCALE

Itemized rating scale requires the respondents to select one of the

limited number of categories that are ordered in terms of their scale position.

Respondents were asked to rate the factors, which explains their experience

with present brand of sports shoes.

Rating scale Numeric score

Highly Satisfied +2

Satisfied +1

Neutral

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Dissatisfied -1

Highly Dissatisfied -2

On this basis, respondents weighted averages were calculated.

WEIGHTED AVERAGE

The weights average scores were calculated at suitable places where the

respondents were asked to rate different features under the study. Weights were

assigned to responses from +2 to -2 and then their average was calculated.

On the basis of the frequency rating for each factor, weighted average scores

were computed as below.

Weighted Average Score

W- Weights Assigned

FW- Number of respondents who were assigned the weight W

Summation FW- Total number of responses

PERCENTAGE METHOD

Percentage method was applied to nearly all the tables.

Formula used is

Percentage (%) = (responses for a category / total number of responses) * 100

LIMITATIONS OF THE STUDY

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The findings of this study are based on subjective opinion of the respondents.

Although, utmost care was taken not to get accurate results, yet because of the

risk of ambiguities and misinterpretations on the part of the respondents, some

elements of inaccuracy might have crept in. Therefore, most of the studies

based on the opinion survey suffer from this basic difficulty of possibility of

differences between what is recorded and what is the truth.

In addition to this, there are other limitations, listed below:-

1. Area of study was one city of Punjab, a finding which may not hold true for

large section population.

2. Not many researches have been conducted previously on sports footwear.

3. The findings of the survey are based on the opinions of the respondents and

there is no way of assessing the truth of statements.

ANALYSIS AND DISCUSSION

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The data collected from various sources has been analyzed and discussed

keeping in view the following objectives:

1. To ascertain awareness among consumers for different brands of

sports footwear.

2. To analyze the consumer buying behaviour regarding various brands

of sports footwear.

3. To ascertain brand loyalty among consumers regarding sports

footwear.

4. To know why consumers prefer sports shoes over other shoes.

PROFILE: A sample of 100 respondents was asked to fill in a questionnaire

relating to consumer behaviour towards sports footwear. The analysis and

interpretation are as follows:

1. AGE OF RESPONDENTS

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The sample of 100 respondents was divided into 4 groups according to age

namely below 18, 18-30, 31-45 and above 45.An effort was made to cover

respondents from all age groups in the sample.

Table 1: Age wise distribution of the respondents

The table shows that 25% of the respondents fall in the age group of below 18,

followed by 63% of the respondents falling in the age group 18-30. Whereas

AGE NO. OF

RESPONDENTS

% OF

RESPONDENTS

BELOW 18

18-30

31-45

ABOVE 45

25

63

11

1

25%

63%

11%

1%

Age profile of respondents

25

63

111

010

20

30

40

50

60

70

Below 18 18-30 31-45 Above 45

Age (in years)

%ofrespondents

No. of respondents

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11% of the respondents fall in the age group of 31-45 and only 1% lie above

45years of age.

2. GENDER OF THE RESPONDENTS

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The sample of 100 respondents was divided into 2 groups, according to gender

namely, male and female.

Table 2: Gender wise distribution of the respondents

SEX NO. OF

RESPONDENTS

% OF

RESPONDENTS

MALE

FEMALE

72

28

72%

28%

Gender profile of respondents

72

28

Male

Female

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The table indicates that 72% of the respondents are male and 28% of the

respondents are female.

3. OCCUPATION OF THE RESPONDENTS

The sample of 100 respondents was divided into 5 groups, according to their

occupations namely, Student, Business, Service, Profession and Others.

Table 3: Occupation wise distribution of the respondents

OCCUPATION NO. OF

RESPONDENTS

% OF

RESPONDENTS

STUDENT

BUSINESS

SELF EMPLOYED

SERVICE

OTHERS

34

33

21

12

0

34%

33%

21%

12%

0%

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Occupation profile of respondent

34 33

21

12

005

101520

25303540

Stud

ent

Busin

ess

Service

Profes

sion

Othe

rs

Occupation

%o

fresp

ondents

% of respondents

The table sows that 34% of the respondents are students, followed by 33% of

businessmen. There are 21% self employed while are 12% service class.

4. INCOME OF THE RESPONDENTS

The sample of 100 respondents was divided into 3 groups, according to income,

up to 50000, 50001-100000 and Above 100000.

Table 4: Income wise distribution of the respondents

INCOME

(IN RUPEES)

NO. OF

RESPONDENTS

% OF

RESPONDENTS

BELOW 50000

50001-100000

ABOVE 100000

11

61

28

11%

61%

28%

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Income profile of respondent

11

61

28

010

20

30

40

50

60

70

Below 50000 50001-100000 Above 100000

Income (in rupees

%o

frespondents

% of respondents

The table shows that 61% of the respondents belong to the income group of

50000-100000, followed by 28% belonging to the income group of above

100000 and 11% of respondents lie in the income group of below 50000.

5. EDUCATION OF THE RESPONDENTS

The sample of 100 respondents was divided into 3 groups, according to their

educational qualifications namely undergraduate, Graduate and Postgraduate.

Table 5: Education wise distribution of the respondents

EDUCATIONAL

QUALIFICATION

NO. OF

RESPONDENTS

% OF

RESPONDENTS

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UNDERGRADUATE

GRADUATE

POST GRADUATE

31

42

27

31%

42%

27%

The table shows that 42% of the respondents are graduates followed by 31%being undergraduates, while 27% are postgraduates.

6. PREFERENCE REGARDING THE TYPE OF FOOTWEAR

In order to study the preference regarding the type of footwear, the sample of

100 respondents is divided into 4 groups namely sports, formal, casual and all.

Table 6: Preference Regarding the Type of Footwear

Education profile of respondents

31

42

27

Under GraduateGraduate

Post Graduate

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Kind of shoes consumers like to wea

43

27

48

0

10

20

30

40

50

60

Sports Formal Casual All

Type of shoes

%o

frespondents

% of respondents

The table shows that 43% of the respondents prefer sports shoes, followed by

2% of respondents preferring formal. There are 7% of the respondents who

have preference for casuals and 48% of respondents wear all type of footwear

7. MODE OF BRAND AWARENESS

The sample of 100 respondents was asked to state the modes by which they

became aware of the brands.

Table 8: Modes of brand awareness

TYPE OF SHOES NO. OF

RESPONDENTS

% OF

RESPONDENTS

SPORTS

FORMAL

CASUAL

ALL

43

2

7

48

43%

2%

7%

48%

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Mode of brand awareness

13 14

25

48

00

102030

405060

News

pape

r

Mag

azine

s

Frie

nds/R

elative

s

Telev

ision

Othe

rs

Mode

%o

frespondents

% of respondents

The table shows that 48% of the respondents became aware through television,

25% respondents became aware of the brands through friends and family, while

14% of the respondents through magazine and 13% through newspaper.

8. PREFERENCE FOR BRANDS OF SPORTS FOOTWEAR

The sample of 100 respondents was asked to state which brand of footwear they

prefer out of Nike, Adidas, Reebok, Bata and Liberty.

Table 9: Preference for Brands of sports footwear

Mode NO. OF

RESPONDENTS

% OF

RESPONDENTS

Newspaper

Magazine

Friends/Family

Television

Others

12

13

23

43

0

13

14

25

48

0

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BRAND NAMES NO. OF

RESPONDENTS

% OF

RESPONDENTS

NikeReebok

Adidas

Bata

Liberty

Others

3227

23

5

3

1

3530

25

5

4

1

Preference for brand of sports footwea

35

30

25

5 4 1Nike

Reebok

Adidas

Bata

Liberty

Others

The table shows that 35% of the respondents prefer Nike, 30% Reebok, 25%

and Adidas. While 5.5% of the respondents prefer Bata, 3.5% liberty and 1%

other brand.

9. NUMBER OF SPORTS SHOES CURRENTLY OWNED

The respondents were asked to state the name and number of sports shoes

currently owned by them

Table 10: Number of sports shoes currently owned

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BRAND NAME NO. OF PAIRS

OWNED

% OF PAIRS OWNED

NIKEREEBOK

ADIDAS

BATA

LIBERTY

3431

28

6

2

3330

28

7

2

Sports shoes owned by consumer

3330

28

7

2

0

5

10

15

20

25

30

35

Nike Reebok Adidas Bata Liberty

Brand name

%o

fpairsowned

% of pairs owned

The table shows that the total number of pairs owned by the respondents is 34,

Reebok are 31, Adidas are 28, Bata are 5 and liberty 2.

10. EXPERIENCE WITH THE PRESENT BRAND OF

SHOES

The respondents were inquired about the level of satisfaction experienced with

the present brand of shoes.

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Table 11: Experience with the present brand of shoes

Level of satisfactio

18

72

91 0

01020304050607080

High

lysatisfie

d

Satis

fied

Neutral

Dissatisf

ied

High

lysatisfie

d

Level

%o

frespondents

% of respondent

The table shows 65% of the respondents are satisfied, 17% are highly satisfied

8% are neutral while 1% are highly dissatisfied.

11. REPETITION OF THE BRAND

The sample of 100 respondents was asked to state whether they repeated the

brand of footwear they wore.

Table 12: Repetition of the present brand

LEVEL NUMBER OF

RESPONDENTS

% OF

RESPONDENTS

HIGHLY SATISFIEDSATISFIED

NEUTRAL

DISSATISFIED

HIGHLY

DIS SATISFIED

1765

8

1

0

1872

9

1

0

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REPETITION OF THE

PRESENT BRAND

NO. OF

RESPONDENTS

% OF

RESPONDENTS

YES

NO

68

23

75

25

Repitition of the present brand

75

25

Yes

No

There are 68% of the respondents who repeat the brand they wear, while 23%

of the respondents do not repeat it.

12. DURATION FOR USE OF BRAND OF SPORTS

FOOTWEAR

The respondents were asked to state the time period for which they have been

using the brands

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Table 13: Duration for use of brand of sports footwear

Frequency of purchase

4

20

3531

0

5

10

15

20

25

30

35

40

Less than

6 months

6 months-1

year

1 year-

2years

More than

2 yearsDuration

%o

frespondents

% of respondents

The table shows that 41% of the respondents used the brand for 1 year 2

years, 28% for more than 2 years, 18% for 6 months 1 year and 4% less than

6 months.

13. ANALYSIS OF FACTOR WHILE BUYING SPORTS

SHOES

Duration NO. OF

RESPONDENTS

% OF

RESPONDENTS

Less than 6 months

6 months - 1 year

1 year 2 years

More than 2 years

4

18

41

28

4

20

45

31

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The respondents were asked to rate the following factors which they consider

while buying sports shoes.

Table 14: Factors Considered while buying sports shoes.

FACTORS MOST

IMP

(+2)

IMP

(+1)

NEITHER

IMP

NOR

UNIMP

(0)

UNIMP

(-1)

MOST

UNIMP

(-2)

WEIGHTED

AVERAGE

PRICE 5 4 2 0 0 1.27

BRAND IMAGE 2 6 1 2 0 0.72

DURABILITY 5 5 1 0 0 1.36

UNIQUENESS IN

DESIGN

1 7 2 1 0 0.72

IMPACT OF

ADVERTISEMENT

0 6 4 1 0 0.63

RECOMMENDATION

OF

RETAILER

0 1 8 1 0 0

GUARANTEE 0 5 4 2 0 0.09

OPINION OF

FAMILY/FRIENDS

1 5 5 0 0 0.63

AVAILABILITY OF

SHOES

0 9 2 0 0 0.81

COMFORT 5 6 0 0 0 1.45

WIDER CHOICE OF

DESIGN

1 4 6 0 0 0.54

SHOWROOMS 0 7 3 1 0 0.54

DISCOUNTS 5 5 0 1 0 1.27

CELEBRITY

ENDORSEMENTS

0 5 4 2 0 0.27

TRENDY 1 1 7 2 0 0.09

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The above table shows that factors such as comfort, price, discounts and

durability are of most importance value to the consumers since they have a

weighted average score of more than 1.

Factors such as brand image, uniqueness of design, availability of shoes,

showrooms are of some importance to the consumers while wider choice and

opinions of friends and family are neither important nor unimportant.

Other factors such as trendy, celebrity endorsements and guarantee are

unimportant to the consumers.

14. AREAS FOR USE OF SPORTS SHOES

The sample of 100 respondents was asked to state the areas where they could

wear sports shoes.

Table15: Area for use of sports shoes

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Usage of sports footwea

2724

17

21

10

10

5

10

15

20

25

30

Exercis

e

Playing

Picnics

Trekkin

g

Anytime

Othe

rs

Areas

%

ofrespondents

% of respondents

The table indicates that 25 % of the respondents say that wear sports shoes

while exercising, 22% while playing, 19% while going for trekking, 15% onpicnics, 9% anytime and 1% on other occasions.

AREAS NO. OF

RESPONDENTS

% OF

RESPONDENTS

EXERCISE

PLAYING

PICNICS

TREKKING

ANYTIME

OTHERS

25

22

15

19

9

1

27

24

17

21

10

1

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15. NON AVAILABILITY OF PARTICULAR BRAND

The respondents were asked to state the course of action they would adopt in

case of non availability of particular brand.

Table 16: Nonavailability of particular brand

Course of action NO. OF

RESPONDENTS

% OF

RESPONDENTS

Ask for some otherbrand

Search for it

Wait for dealer to

get his stock

Other

17

51

23

0

19

56

25

0

Brand loyalty

19

56

25

00

10

20

30

40

50

60

Ask for

some other

brand

Search for

it

Wait for

your dealer

to get his

stock

Others

Course of action

%o

frespondents

% of respondents

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The table indicates that 51% of the respondents believe that they will search for

the brand of sports shoes, 23% will wait for dealer to get his stock while 17%

will ask for some other brand.

SUMMARY AND CONCLUSION

The summary and conclusion drawn from the survey of 100 respondents by themethod of administering a questionnaire personally, is given as follows, in

accordance with the objectives of the study.

1) To ascertain awareness among consumers for different brands of sports

footwear.

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The findings of this objective are:

a. The study reveals that people are very much aware about brands

present in market.

b. The study also shows that Nike is the strongest of all the brands

present in market.

c. Firstly television and then friends/family helps in getting

awareness about various brands present in the market.

2) To analyse the consumer buying behaviour regarding various brands of

sports footwear.

The conclusions drawn regarding this objective are:

a. According to the responses of respondents comfort was given the

highest rating.

b. Secondly durability was considered while purchasing sports shoes.

c. Price also occupies a very important place in the mind of

consumers. They prefer to buy more during sale or discount

sessions.

3) To ascertain brand loyalty among consumers regarding sports footwear.


a. Nearly 75% of the people are loyal to their respective

brands.

b. According to study when a particular brand is not

available most of the people will search for the same

brand or wait for dealer to get his stock rather than

going for some other brand.

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4) To know why consumers prefer sports shoes over other shoes.


a. The most important factor why consumers prefer

sports shoes over other shoes is comfort.

b. Secondly sports shoe carry a casual and freestyle look

as it can be wore at maximum places and has

maximum uses like exercise, playing, trekking etc.

Sports shoe industry is going at a very fast pace. It has become one the basic

necessity of life. The study reveals that people are becoming more and more

aware of various brands of sports shoes available in market. Consumers have

become more brand loyal purchasing shoes from exclusive showroom. Shoes

quality and comfort are the more live important determinants of their choice as

compare to price, advertisement or anybodys recommendation. Hence, we can

conclude that todays consumer is not attracted to sale or discounts on coloured

sports shoes rather they buy shoes that suits them the best.

RECOMMENDATIONS

1. It is recommended that the shoe manufactures should come out with innovative

design and style to attract prospects.

2. Shoemaker should come out with new and innovative advertisements to create

an impact about their brand in mind of consumers.

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3. It is recommended that less known brands should follow the aggressive

marketing strategies to create a place in the mind of consumers.

4. Respondents placed maximum importance on design/style, comfort and

durability. So manufactures should focus on these basic needs of the consumers.

5. It is suggested that Designs in various shoes category to be increased because

people consider Design/style as an important factor while purchasing their

favorite brand and therefore it is with the help of Design factor we can boost the

sale of Branded shoes.

6. Price is the vital factor to be considered while purchasing individuals favorite

brand it is being suggested that for expensive brand, an economy range in

various shoes category should be brought out. So that they come within the

range of a common man.

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BIBLIOGRAPHY

ARTICLES

1. Chernex (1997), A study on the effect of common features on brand

choice: Moderating role of attribute importance, Journal of marketing

research, Vol: 19-32.

2. Chidambaram K. & Gonesan S. (2004), Brand Preference ofTalcum

Powder, Indian Journal of marketing, Vol: XXXIV, Nov.

3. Desai Vesant (1985), Problems and prospects of small scale

industriesin India, Himalya publishing house, New Delhi.

4. Mahajan Rajesh, Gupta Binoo & Khanna Seema (2005), Analysisof

Brand Preference of soft drinks among Urbanities in Punjab, Indian

Journal of Marketing, Vol:XXXV, Jan.

5. Reith Kathryn, Spokeswoman for Nike (2001), Nike trying new

strategies, 19th April 2001, www.nike.com.

6. Renganathan R. (2005), Consumers Markets & Buyer behaviour of

cars, Indian Journal of Marketing, Vol:XXXV, April.

7. Singh Subhinder, Reebok India Managing Director (2005), How

Reebok tackled India challenge, 15th Feb 2005, www.reebok.com.

50
http://www.nike.com/http://www.reebok.com/http://www.nike.com/http://www.reebok.com/


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8. Sood Smriti, Priyadarshni Shasnam & Sharma Anita (2004),

Tupperware Products perception of users in Chandigarh, Indian

Journal of Marketing, Vol:XXXIV, April.

9. Venkatrama Raju D. & Saravanan S. (2005), A Study on Consumer

behaviour in the marketing of household appliance in Chennai city of

Tamil Nadu State, Indian Journal of Marketing, Vol: XXXV, March.

10. Wardenburg George J. (1980), Study of footwear manufacturing in

Agra: A case study of small scale industry in Indias development . Case

studies of selected cities in India, Management Development Institute,

New Delhi.

BOOKS

1. Ashwathappa K, Organizational Behaviour.

2. Davar R.S , Modern Marketing Management,

( 7th Edition).

3. Gupta S.P, Statistical Methods.

4. Kotler Philip, Marketing Management, Analysis, Planning,

Implementation, And Control, (8th Edition).

5. Prasad L.M, Organizational Behaviour,

(8th Edition).

6. Schiffman Leon G., Consumer Behaviour, (8th Edition).

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WEBSITES

1. www.nike.com

2. www.adidas.com

3. www.reebok.com

4. www.libertyshoes.com

5. www.shoeinfotech.com

6. www.google.com

7. www.marketresearch.com

8. www.indianshoebazar.com

9. www.emerald.com

52
http://www.nike.com/http://www.adidas.com/http://www.reebok.com/http://www.libertyshoes.com/http://www.shoeinfotech.com/http://www.google.com/http://www.marketresesarch.com/http://www.indianshoebazar.com/http://www.emerald.com/http://www.nike.com/http://www.adidas.com/http://www.reebok.com/http://www.libertyshoes.com/http://www.shoeinfotech.com/http://www.google.com/http://www.marketresesarch.com/http://www.indianshoebazar.com/http://www.emerald.com/


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Q5. Name and mention the no. of pairs of sports shoes you currently own?

Brand name No. of pairs

(i) ________ _________

(ii) ________ _________

(iii) ________ _________

Q6. What is your experience with the present brand of shoes?

( )Highly ( )Satisfied ( )Neutral ( )Dissatisfied ( )Highly

satisfied dissatisfied

Q7. Do you often repeat the brand which you wear?

(a) Yes (b) No

Q8. Since how long have you been using these brands?

a) Less than 6 months b) 6 months - 1 year

c) 1 year 2 years d) More than 2 years

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Q9. How do you rate the following factors while buying sports shoes?

Factors Most imp Imp Neither imp

Nor unimp

Unimp Most unimp

Price

Brand image

Durability

Uniqueness in design

Impact of advertisement

Recommendation of

Retailer

GuaranteeOpinion of family/friends

Availability of shoes

Comfort

Wider choice of design

Showrooms

Discounts

Celebrity endorsements

Trendy

Q10. In your opinion, where do you think you can wear sports?

a) Exercise b) Playing

c) Picnics d) Trekking

e) Anytime f) Others

Q11. Suppose the brands of your choice is not available, would you

a) Ask for some other brand

b) Search for it

c) Wait for your dealer to get his stock

d) Other

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DEMOGRAGHICS

(Please fill or tick suitable options)

1. Name ______________________________________________

2. Sex

a) Male b) Female

3. Age

a) Less than 18 years b) 18-30 years

c) 31-45 years d) more than 45 years

4. Educational Qualifications

a) Under Graduate b) Graduate

c) Post Graduate

5. Family income

a) Up to 50000 b) 50001- 100000

c) 100000 and above

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6. Occupation

a) Student b) Business

c) Service d) Profession

e) Others

fooftwear industry project 2nd sem

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