A comparative study regarding consumer preference of Nike

& Adidas in Indian sports industry.

Introduction

NIKE

Nike is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is the world's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$18.6 billion in its fiscal year 2008 (ending May 31, 2008). As of 2008, it employed more than 30,000 people worldwide. Nike and Precision Cast parts are the only Fortune 500 companies headquartered in the state of Oregon, according to The Oregonian.

The company was founded on January 25, 1964 as Blue Ribbon Sports by Bill Bower man and Philip Knight, and officially became Nike, Inc. on May 30, 1978. The company takes its name from Nike the Greek goddess of victory. Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding, and subsidiaries including Cole Han, Hurley International, Umbro and Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008. In addition to manufacturing sportswear and equipment, the company operates retail stores under the Nike town name. Nike sponsors many high profile athletes and sports teams around the world, with the highly recognized trademarks of "Just do it" and the Swoosh logo

Introduction

Adidas

Adidas AG is a German sports apparel manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, Taylor Made-Adidas golf company (including Ashworth), and Rockport. 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.

Adidas was founded in 1948 by Adolf "Adi" Dassler, following the split of Gebrüder Dassler Schuhfabrik between him and his older brother Rudolf. Rudolf later established Puma, which was the early rival of Adidas. Registered in 1949, Adidas is currently based in Herzogenaurach, Germany, along with Puma.

The company's clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into Adidas's current official logo. The "Three Stripes" were bought from the Finnish sport company Karhu Sports in 1951 The company revenue for 2009 was listed at €10.38 billion and the 2008 figure at €10.80 billion

Objectives of the study

1) To analyze number of people using branded sports equipments.

2) To find out number of people using Nike or Adidas sports equipments.

3) To evaluate quality of people Nike and Adidas sports equipments.

4) To give meaningful conclusion and suggestion.

Hypothesis In the above framed objectives the researcher has structured the hypothesis stating “Nike is most preferred brand among consumers in India sports industry.”

Methodology In order to have an in dept study the researcher has taken support of both primary and secondary data.

Sample Size Due to time, financial and geographical constraints the researcher has restricted the sample size of 50 respondents only.

Data analysis

Q.1) Do you buy branded sports equipment?

Options Response Percentage

Yes 50 100

No 0 -

Total 50 100

Yes100%

Above pie chart shows us that all the respondents said that they have had purchased branded sports equipments.

Q.2) how often do you buy branded sports equipments?

Options Response Percentage

Once in a month

21 42

0Twice in a month

04 08

Thrice in a month

06 12

Others 19 38

Total 50 100

once in a month42%

twice in a month8%

thrice in a month12%

others38%

Above pie chart shows that respondents buy branded sports equipments once in a month.

Q.3) what influences you to buy branded sports equipments?

Options Response Percentage

Quality 32 64

Durability 10 20

Inspired by sports person

05 10

Others 03 06

Total 50 100

Quality64%

Durability20%

Inspired10%

Others6%

Above pie chart shows us that when respondents buys branded sports equipment quality is what influences them followed by durability.

Q.4) from what source do you get information about branded sports equipment?

Options Response Percentage

Newspaper 18 36

Internet 17 34

Bill Boards 02 04

Magazine 13 26

Total 50 100

Newspaper36%

Internet34%

Bill Boards4%

Magazine26%

Above Pie chart shows that people get information about branded sports equipments from newspaper. As a result it can be said that advertisement is best medium for advertisement.

Q.5) which brand do you prefer in sports industry?

Options Response Percentage

Nike 06 12

Adidas 44 88

Total 50 100

Nike12%

Adidas88%

Above chart shows us that when people buys branded sports equipments Adidas is what they prefer.

Q.6) which brand is easily available in your area?

Options Response Percentage

Nike 10 20

Adidas 32 64

Both 08 16

Total 50 100

Nike20%

Adidas64%

Both16%

Above pie chart shows us that respondents said that there are more outlets of Adidas than Nike in their area. Nike needs open outlets in more areas so that customer doesn’t have to go long distance for shopping.

Q.7) which brand offers you variety?

Options Response Percentage Nike 10 20 Adidas 40 80 Total 50 100

Nike20%

Adidas80%

Above pie chart show us that majority of respondents said that Adidas provides them variety compare to Nike. Nike needs to higher good designer to come up with good designs to attract customers.

Q.8) which brand is best promoted?

Options Response Percentage Nike 10 20 Adidas 40 80 Total 50 100

Nike20%

Adidas80%

Above pie chart shows us that respondents feels Adidas is best promoted brand compare to Nike. Nike has to work hard to come up with good promotion strategy to attract customer.

Q.9) which brand provides you comfort with style?

Options Response Percentage Nike 10 20 Adidas 40 80 Total 50 100

Nike20%

Adidas80%

Above pie chart shows us that respondents finds Adidas’ sports equipment more comfortable and stylish compare to Nike. Nike needs to come up with more comfortable and stylish products in order to attract customers.

Findings

From survey conducted by the researcher it is found that people prefers buying branded sports equipments over local brands. Majority of people prefers buying branded sports equipments once in a month which can be considered as good sign for the branded sports equipment manufacturers. The researcher also found out that most respondents gets information about sports equipment from newspaper followed by internet and magazine and feels that these are best source for advertisements. Whenever respondents’ purchase sports equipment quality is what influences them followed by durability. The researcher also found out that Adidas as brand is more preferred by the respondents compare to Nike. Adidas has more outlets or is easily available in most of the areas compare to Nike according to respondents. The researcher found out that Adidas has more variety in sports equipments compare to Nike. Adidas provides comfort and also style better than Nike. It was also found out that Adidas is better promoted brand out of two.

Conclusion & Suggestions The researcher will like to conclude the study saying that after conducting above survey Adidas was chosen over Nike by the respondents in almost all the asked questions. From response of the people Adidas is the most preferred brand in Indian sports industry.

SuggestionThe suggestions that researcher will like to give is that Nike needs to open more outlets or make the sports equipments available in most of the places to attract new customers. Nike needs to come out with better variety of sports equipments and also needs to promote the brand well to attract new customers. The researcher feels that Nike needs to come up with comfortable as well as stylish sports equipments. Adidas on the other hand has won the battle but should not be complacent but should try to come up with something new every time.