International Business_project Report

7/25/2019 International Business_project Report

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APROJECT REPORT ON

STUDY O F INTERNATIONAL F OOTWEAR BRANDS IN T HEE MERGING INDIAN M ARKETS:- (A C ASE STUDY O F P UMA)

SUBMITTED BY

NAME :

ENROLLMENT NO :

DATE OF SUBMISSION

INSTITUTE OF MANAGEMENT TECHNOLOGY

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CENTRE FOR DISTANCE LEARNINGGHAZIABAD

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STUDY O F INTERNATIONAL F OOTWEAR BRANDS IN T HEE MERGING INDIAN M ARKETS:-

(A C ASE STUDY O F P UMA)

Und ! "#$ !%&"&'n ' :

SUBMITTED BY:

Enrollment No. :

Name :

Area of Specialization : MBA (IB)

Title of t e !ro"ect : St#$% of International &oot'ear ran$ in t e Emer*in* In$ian Mar+et :, A -a e St#$% of !#ma


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CERTIFICATE/


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T i i to certif% t at * a t#$ent of IMT 0 - L azia a$

a complete$ pro"ect 'or+ on title$ STUDY OF INTERNATIONAL

FOOTWEAR BRANDS IN THE EMERGING INDIAN MARKETS: A

CASE STUDY OF PUMA+ #n$er m% *#i$ance an$ #per3i ion.

I certif% t at t i i an ori*inal 'or+ an$ a not een copie$ from an% o#rce.

Si*nat#re of #i$e :4444444444444444444444444444

Name of !ro"ect #i$e :4444444444444444444444444444

ate :4444444444444444444444444444

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ACKNOWLEDGEMENT

6it -an$or an$ !lea #re I ta+e opport#nit% to e7pre m% incere t an+ an$

o li*ation to m% e teeme$ *#i$e * . It i eca# e of i a le an$

mat#re *#i$ance an$ co,operation 'it o#t ' ic it 'o#l$ not a3e een

po i le for me to complete m% pro"ect.

It i m% plea ant $#t% to t an+ all t e taff mem er of t e comp#ter center ' o

ne3er e itate$ me from time $#rin* t e pro"ect.

&inall%8 I *ratef#ll% ac+no'le$*e t e #pport8 enco#ra*ement 9 patience of m%

famil%8 an$ a al'a% 8 not in* in m% life 'o#l$ e po i le 'it o#t o$8

T an+ o#;

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TABLE OF CONTENTS

CHAPTER CONTENTS PAGENO*

-ertificate ==========..=========..

Ac+no'le$*ement========.=======..=/

eclaration========.======.=====.5

E7ec#ti3e S#mmar%================.@

1. Intro$#ction to t e t#$%======..==..===...=..

-ompan% etail ====..======.=..........=

2. Re3ie' of Literat#re==========..==.=.=.../

. O "ecti3e of t e St#$%=.==========..=.==5

/. Re earc Met o$olo*% ==========.==.==5/

5. ata Anal% i an$ Interpretation========.=.=.5@

?. &in$in* an$ Recommen$ation===========.@2

@. -oncl# ion ===============..=.=.=@?

. Anne7#re===================....@C

Reference =========.......................===.@?

D#e tionnaire.===============.....@

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E,ECUTI E SUMMARY

STF TO!I- : ANAL TI-AL STF O& INTERNATIONAL

&OOT6EAR BRAN S IN TGE EMER IN IN IAN MARHETS: A -ASE

STF O& !FMA

Scope: T ere are $ifferent national 9 international pro$#ct pre ent in In$ia. So to

i$entif% t e c# tomer 9 ran$ in t e emer*in* In$ian mar+et a3e een t e foc# of

a n#m er of international an$ national pro$#ct. St#$% t e c# tomer perception 9

a'arene to'ar$ t e International &oot'ear ran$ of p#ma an$ +no' t e main

factor ' ic moti3ate c# tomer to #% international &oot'ear ran$ .

Sc eme of !re entation : T e pro"ect report i prepare$ in t ree part .

&ir t part of t e report *i3e an o3er3ie' international foot'ear ran$ in

t e emer*in* In$ian mar+et an$ it a$3anta*e .

Secon$ part of t e report pre ent a compan% profile of !FMA.

T ir$ part of t e report *i3e an o3er3ie' on in$# trial Anal% i .

&o#rt part of t e report o' re earc met o$olo*% an$ $ata collection tool

or tec niJ#e.

In &ift part of t#$% *i3e $ata anal% i an$ interpretation. T i o'

calc#lation an$ re pon$ent repon e for *i3en J#e tionnaire .

La t an$ final part of report o' recommen$ation8 fin$in* an$ concl# ion of

t e t#$%. T en after i lio*rap % an$ anne7#re repre ent.

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CHAPTER . /

INTRODUCTION TO THE STUDY

In$ian mar+et i one of t e fa t oomin* mar+et in t e 'orl$. It attract mo t

of t e In$ian an$ international compan% to'ar$ t em. #e to t e *lo alization mo t

of international ran$e$ compan% inter in t e In$ian mar+et an$ increa e t e

competition et'een t em. T ere are $ifferent international competitor ' o are

pre ent in t e In$ian mar+et li+e Lee8 Le3iK 8 !FMA8 Ni+e8 Mc onal$8 omino 8

Elle etc. T e e companie tr% to attract mo t of In$ian c# tomer. Mo t of t e In$ian

people prefer importe$ t#ff eca# e t e% t in+ importe$ compan% pro3i$e$ etter

loo+ an$ t e% c ar*e lo'er price #t in t e ca e of S oe an$ arment itK not li+e

t at. T e t#$% of con #mer e a3ior i t e mo t important factor for mar+etin* of

an% *oo$ an$ er3ice .

T e con #mer e a3ior #**e t o' in$i3i$#al8 *ro#p an$ or*anization

elect8 #%8 # e an$ $i po e of *oo$ 8 er3ice 8 i$ea or e7perience to ati f% t eir

nee$ an$ 'ant . It al o cl#e for impro3in* or intro$#cin* pro$#ct or er3ice 8

ettin* price8 $e3i in* c annel et. Since li eralization 1 & I i allo'e$ in In$ia.

T i a attracte$ forei*n companie to penetrate t e In$ian mar+et. T e mar+eter

al'a% loo+ for emer*ent tren$ t at #**e t ne' mar+etin* opport#nitie an$ ere in

In$ia a lot of opport#nitie are a3aila le. 6 ile In$ia 'a a promi in* mar+et to man%

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international ran$ 8 it 'a not completel% imm#ne to t e *lo al economic fl#. Man%

international ran$ #c a re oo+8 !#ma8 an$ !ra$a entere$ In$ia in 2 8 tar*etin*

t e l#7#r% or premi#m e*ment

T e t#$% of o'in* International foot'ear ran$ 3al#e in t e In$ian

Mar+et. It attempt to #n$er tan$ t e #%er $eci ion proce e #%er $eci ion ma+in*

proce 8 ot in$i3i$#all% an$ in *ro#p . It t#$ie c aracteri tic of in$i3i$#al

con #mer #c a $emo*rap ic 8 p %c o*rap ic 8 an$ e a3ioral 3aria le in an

attempt to #n$er tan$ people 'ant .

It $e cri e t e Go' mar+eter can a$apt an$ impro3e t eir mar+etin*

international ran$ campai*n an$ mar+etin* trate*ie to more effecti3el% reac t e

con #mer for International Bran$ .

T e t#$% of o'in* International foot'ear ran$ 3al#e in t e In$ian

Mar+et. It attempt to #n$er tan$ t e #%er $eci ion proce e #%er $eci ion ma+in*

proce 8 ot in$i3i$#all% an$ in *ro#p . It t#$ie c aracteri tic of in$i3i$#al

con #mer #c a $emo*rap ic 8 p %c o*rap ic 8 an$ e a3ioral 3aria le in an

attempt to #n$er tan$ people 'ant . It $e cri e t e Go' mar+eter can a$apt an$

impro3e t eir mar+etin* international ran$ campai*n an$ mar+etin* trate*ie to

more effecti3el% reac t e con #mer for International Bran$ .

BRAND

A 0!1nd i a collection of %m ol 8 e7perience an$ a ociation connecte$

'it a pro$#ct 8 a er3ice8 a per on or an% ot er artifact or entit%. Bran$ a3e ecome

1/
http://en.wikipedia.org/wiki/Producthttp://en.wikipedia.org/wiki/Product


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increa in*l% important component of c#lt#re an$ t e econom%8 no' ein* $e cri e$

a c#lt#ral acce orie an$ per onal p ilo op ie

C'n2 $3"

Some people $i tin*#i t e p %c olo*ical a pect of a ran$ from t e

e7periential a pect. T e e7periential a pect con i t of t e #m of all point of contact

'it t e ran$ an$ i +no'n a t e 0!1nd 4$ !& n2 . T e p %c olo*ical a pect8

ometime referre$ to a t e 0!1nd &516 8 i a %m olic con tr#ct create$ 'it in t e

min$ of people an$ con i t of all t e information an$ e7pectation a ociate$ 'it a

pro$#ct or er3ice.

!eople en*a*e$ in ran$in* ee+ to $e3elop or ali*n t e e7pectation e in$

t e ran$ e7perience ( ee al o ran$ promi e)8 creatin* t e impre ion t at a ran$

a ociate$ 'it a pro$#ct or er3ice a certain J#alitie or c aracteri tic t at ma+e it

pecial or #niJ#e. A ran$ i t erefore one of t e mo t 3al#a le element in an

a$3erti in* t eme8 a it $emon trate ' at t e ran$ o'ner i a le to offer in t e

mar+etplace. T e art of creatin* an$ maintainin* a ran$ i calle$ ran$ mana*ement.

-aref#l ran$ mana*ement8 #pporte$ % a cle3erl% crafte$ a$3erti in*

campai*n8 can e i* l% #cce f#l in con3incin* con #mer to pa% remar+a l% i*

price for pro$#ct ' ic are in erentl% e7tremel% c eap to ma+e. T i concept8

+no'n a creatin* 3al#e8 e entiall% con i t of manip#latin* t e pro"ecte$ ima*e of

t e pro$#ct o t at t at t e con #mer ee t e pro$#ct a ein* 'ort t e amo#nt t at

t e a$3erti er 'ant im er to ee8 rat er t an a more lo*ical 3al#ation t at

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compri e an a**re*ate of t e co t of ra' material 8 pl# t e co t of man#fact#re8 pl#

t e co t of $i tri #tion. Mo$ern 3al#e,creation ran$in*,an$,a$3erti in* campai*n

are i* l% #cce f#l at in$#cin* con #mer to pa%8 for e7ample8 5 $ollar for a T,

irt t at co t a mere 5 cent to ma+e8 or 5 $ollar for a o7 of rea+fa t cereal t at

contain a fe' cent 'ort of ' eat.

A ran$ ' ic i 'i$el% +no'n in t e mar+etplace acJ#ire 0!1nd

! 2'6n&3&'n. 6 en ran$ reco*nition #il$ #p to a point ' ere a ran$ en"o% a

critical ma of po iti3e entiment in t e mar+etplace8 it i ai$ to a3e ac ie3e$

0!1nd !1n27&" . One *oal in ran$ reco*nition i t e i$entification of a ran$

'it o#t t e name of t e compan% pre ent. &or e7ample8 i ne% a een #cce f#l at

ran$in* 'it t eir partic#lar cript font (ori*inall% create$ for 6alt i ne%

i*nat#re lo*o)8 ' ic it # e$ in t e lo*o for *o.com.

-on #mer ma% loo+ on ran$in* a an important 3al#e a$$e$ a pect of

pro$#ct or er3ice 8 a it often er3e to $enote a certain attracti3e J#alit% or

c aracteri tic ( ee al o ran$ promi e). &rom t e per pecti3e of ran$ o'ner 8

ran$e$ pro$#ct or er3ice al o comman$ i* er price . 6 ere t'o pro$#ct

re em le eac ot er8 #t one of t e pro$#ct a no a ociate$ ran$in* ( #c a a

*eneric 8 tore, ran$e$ pro$#ct)8 people ma% often elect t e more e7pen i3e ran$e$

pro$#ct on t e a i of t e J#alit% of t e ran$ or t e rep#tation of t e ran$ o'ner.

B131 518 4$1nd &n3 !n13&'n19 ''3 1! 0!1nd" 01"; 3 '! Ind&1

1?
http://en.wikipedia.org/wiki/Generic_brandhttp://en.wikipedia.org/wiki/Generic_brandhttp://en.wikipedia.org/wiki/Generic_brand


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Bata In$ia ma% con i$er e7pan$in* it international foot'ear ran$ portfolio

in In$ia if t e econom% ee more li eralization in m#lti, ran$ retailin*. If m#lti,

ran$ retailin* open #p in In$ia 'e ma% loo+ into t e opport#nit%8 Bata In$ia

Mana*in* irector Ra"ee3 opala+ri nan tol$ !TI ' en a +e$ if t e compan% 'a

'o#l$ intro$#ce more *lo al ran$ li+e G# !#ppie of t e FS in In$ia.

Bata8 in man% co#ntrie 8 retail m#lti, ran$ pro$#ct t ro#* it tore li+e in

Sin*apore ' ere n#m er of ran$ co#l$ e 5 to 1 8 e ai$. Bata In$ia8 ' ic a

licence to pro$#ce an$ mar+et G# !#ppie in In$ia8 i tr%in* to create a c ain of

e7cl# i3e tore for t e ran$ acro t e co#ntr% tar*etin* premi#m e*ment of t e

mar+et. 6e a3e 2 e7cl# i3e concept tore an$ 22 op,in, op an$ 'e 'ill open

anot er 1 ,15 G# !#ppie tore e3er% %ear8 opala+ri nan ai$. Bata al o

intro$#ce$ e7cl# i3e &ootin tore licen e$ from it parent Bata lo al. T e ran$

'o#l$ e # e$ for ca #al foot'ear for men an$ 'omen. T e compan% i tar*ettin*

2 &ootin tore till 2 1/ acro t e co#ntr%. Alt o#* fa ion foot'ear a a$ a

lo' entr%8 t e ran$e$ port foot'ear mar+et i per ap t e onl% retail ector in t e

co#ntr% ' erein all t ree top *lo al ran$ a3e a pre ence. Ree o+ opene$ it fir t

e7cl# i3e tore in In$ia in 1CC58 follo'e$ % Ni+e an$ A$i$a . 6 ile t e fir t

e7cl# i3e ran$ o#tlet of forei*n foot'ear ran$ too+ time to arri3e8 t e *re% mar+et

fille$ t e fa ion foot'ear 3oi$ 'it lo',price$ offerin* from t e So#t A ian

mar+et of Mala% ia8 Pietnam8 T ailan$ an$ - ina.

1@
http://economictimes.indiatimes.com/bata-india-ltd/stocks/companyid-13974.cmshttp://economictimes.indiatimes.com/bata-india-ltd/stocks/companyid-13974.cmshttp://economictimes.indiatimes.com/topics.cms?search=liberalisationhttp://economictimes.indiatimes.com/topics.cms?search=multi-brand%20retailinghttp://economictimes.indiatimes.com/topics.cms?search=multi-brand%20retailinghttp://economictimes.indiatimes.com/bata-india-ltd/stocks/companyid-13974.cmshttp://economictimes.indiatimes.com/topics.cms?search=liberalisationhttp://economictimes.indiatimes.com/topics.cms?search=multi-brand%20retailinghttp://economictimes.indiatimes.com/topics.cms?search=multi-brand%20retailing


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One of t e earl% entrant 'it t eir e7cl# i3e o#tlet 'a Nine 6e t in 2 2.

Sa% San$% 6al+er8 3ice pre i$ent8 mar+etin*8 Nine 6e t International8 Since t e

la#nc 8 Nine 6e t to$a% operate fo#r tore in In$ia 0 at Lin+in* Roa$ (H ar)8 Atria

Mall (6orli) an$ Gi* Street ! oeni7 Mill in M#m ai8 an$ at So#t E7ten ion8 Ne'

el i. Nine 6e t c# tomer are 'ell tra3elle$8 fa ion,a'are an$ lo%al to t e ran$.

6e no' 'i to tap a$$itional con #mer in In$ia. O#r initial trate*% ' ile ettin*

#p o#r fir t tore 'a to tap t e e7i tin* c# tomer a e of Nine 6e t8 efore

roa$enin* t e a e 'it ne' c# tomer . T e aim at pre ent i to create pro$#ct

a'arene an$ #il$ %ner*% 'it a *lo al c# tomer o$%.

S arin* i 3ie' on ' et er t e In$ian mar+et i c#rrentl% rea$% for forei*n

ran$ 8 6al+er a% 8 e 8 'e are of t e 3ie' t at t e mar+et i open to t e entr% of

international ran$ Q an$ t i a een pro3en % o#r contin#e$ pre ence for t e la t

fi3e %ear in t e co#ntr%. T e or*anize$ retail ector in In$ia i 3er% mall an$8

t erefore8 t ere i eno#* room for t e *ro't of international a 'ell a $ome tic

pla%er .

&a ion foot'ear ran$ Ball% entere$ In$ia in 2 / an$ t eir retail pre ence

o far a een re tricte$ to M#m ai. T e ran$ 'ill no' e a3aila le in Ne' el i

an$ a co#ple of more citie in a fe' %ear time. Marco &ranc ini8 -EO8 Ball% ro#p8

relate t e ran$ e7perience in In$ia : In$ia i an incre$i l% important e7pan$in*

mar+et8 o it i nece ar% for Ball% to a3e it pre ence ere. T e In$ian con #mer i

not completel% #na'are of Ball%Q international tra3eller 0 e peciall% t o e 3i itin*

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Britain 0 are alrea$% lo%al c# tomer . &or t e ran$8 t i i an opport#nit% to pro3i$e

t e In$ian con #mer 'it pro$#ct t at a3e a cla ic ele*ance 0 ta tef#l l#7#r%8

en$#rin* J#alit% an$ ea#tif#l craft man ip a3e al'a% een t e allmar+ of Ball%.

T e re pon e ere a een 3er% po iti3e.

Tar*etin* mi$, to i* ,en$ c# tomer 8 Al$o ina#*#rate$ it fir t tore in In$ia

at M#m ai8 in 2 5. A %ear later t e ran$ opene$ it econ$ tore. Sa% An*ie

eli3a8 mar+etin* mana*er8 AL O ro#p International8 T ro#* o#r mar+et,*ap

anal% i 8 'e fo#n$ o#t t at no *lo al foot'ear retailer offere$ international fa ion at

affor$a le price for all cate*orie an$ *en$er 8 'it an a$$,on acce orie

collection. Loo+in* at ma"or international retailer tri3in* to *et a foot ol$ in t e

co#ntr% ('it Te co8 6al,Mart8 e en am 8 etc.)8 'e tron*l% elie3e t at t e In$ian

mar+et i rea$% to accept international ran$ . In$ia i alrea$% a ma"or mar+et for

international ran$ in port retailin* an$ i no' fa t mo3in* for'ar$ 'it fa ion

foot'ear8 too. E3ent#all%8 t e lar*e #nor*ani e$ mar+et 'ill e con oli$ate$ an$

acJ#ire$ % ma"or national or international retailer . Retail pace orta*e alon* 'it

c#tt roat competition 'ill ecome t e +e% factor lea$in* to t e con oli$ation of local

pla%er .

INDUSTRIAL ANALYSIS:

&oot'ear in$# tr% in In$ia con tit#te a i*nificant e*ment of t e In$ian

leat er in$# tr%. It i t e econ$ lar*e t foot'ear pro$#cer in t e 'orl$ 'it a

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t#rno3er of R 85 ,C5 crore an$ i increa in*l% $ominate$ % menK foot'ear.

T e in$# tr% i e7pecte$ to *ro' at a -ompo#n$ Ann#al ro't Rate (-A R) of 2

per cent in t e comin* %ear .

T e foot'ear in$# tr% a tran forme$ from ein* a i* l% #nor*ani e$

mar+et to an emer*in* or*anize$ retail in$# tr%. Earlier people # e$ to *et t eir

foot'ear ma$e from local foot'ear man#fact#rer % placin* or$er or t e% # e$ to

#% t em from local op+eeper . Go'e3er t e tren$ a completel% c an*e$ to$a%

'it t e increa e in #r an pop#lation8 c an*in* life t%le an$ ri in* ran$

con cio# ne 8 an$ tran formation in t e #%in* potential of t e In$ian . T e

increa e$ ran$ con cio# ne a *i3en 'a% to lar*e n#m er of international

foot'ear ran$ enterin* into t e In$ian mar+et. Ma"orit% of t e ran$ are enterin*

into In$ia 3ia franc i e ro#te t # pro3i$in* a plent% of franc i e opport#nitie for

a pirin* entreprene#r . Moreo3er In$ian foot'ear ran$ are al o optin* for t e

franc i e ro#te to e7pan$ t eir # ine e .

Stan$in* on t e t re ol$ of a retail re3ol#tion an$ 'itne in* a fa t c an*in*

retail lan$ cape8 t e In$ian foot'ear mar+et i et to e7perience t e p enomenal

*ro't in comin* %ear . In pa t fe' %ear too8 t e mar+et a een ro # t *ro't .

Be i$e 8 t e on*oin* financial cri i i #nli+el% to a3e an% i*nificant impact on t e

In$ian foot'ear mar+et a t e $eman$ for In$ian foot'ear 'ill contin#e to *ro'.

K 8 F&nd&n6"

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T e In$ian foot'ear retail mar+et i e7pecte$ to *ro' at a -A R of o3er 2

for t e perio$ pannin* from 2 to 2 11.&oot'ear i e7pecte$ to compri e a o#t

? of t e total leat er e7port % 2 11 from o3er in 2 ?, @.!re entl%8 t e

In$ian foot'ear mar+et i $ominate$ % MenK foot'ear mar+et t at acco#nt for

nearl% 5 of t e total In$ian foot'ear retail mar+et. B% pro$#ct 8 t e In$ian

foot'ear mar+et i $ominate$ % ca #al foot'ear mar+et t at ma+e #p for nearl% t'o,

t ir$ of t e total foot'ear retail mar+et. A foot'ear retailin* in In$ia remain foc# e$

on menK oe 8 t ere e7i t a plet ora of opport#nitie in t e e7cl# i3e la$ie K an$

+i$ K foot'ear e*ment 'it no or*anize$ retailin* c ain a3in* a national pre ence

in eit er of t e e cate*orie . T e In$ian foot'ear mar+et core o3er ot er foot'ear

mar+et a it *i3e enefit li+e lo' co t of pro$#ction8 a #n$ant ra' material8 an$

a #*e con #mption mar+et. T e foot'ear component in$# tr% al o a enormo#

opport#nit% for *ro't to cater to increa in* pro$#ction of foot'ear of 3ario# t%pe 8

ot for e7port an$ $ome tic mar+et. T e mo t li+e$ feat#re of !FMA i t e Bran$

Name. T e !FMA ran$ name i in it elf e3er%t in* for t e c# tomer . &rom ere 'e

can infer t at mo t important a pect for t e con #mer in ca e of !#ma i t e Bran$

name an$ t%le t e% *et from t e oe .

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E5 !6&n6 ''3 1! !1n27&"&n6

Earlier In$ian foot'ear in$# tr% 'a $ominate$ % Bata an$ Li ert%8 o'e3er

to$a% *lo al ran$ li+e Ni+e8 Ree o+8 Lee -ooper an$ a$i$a a3e mar+e$ t eir

pre ence felt in t e In$ian foot'ear in$# tr%. T e international ran$ incl#$in*

a$i$a 8 Ree o+8 6oo$lan$8 Lee -ooper8 !#ma8 Staccato ( ro#* t % !a3er En*lan$

3ia franc i e ro#te) a3e al o entere$ In$ia t ro#* t e franc i e tie,#p .

A per RafiJ#e Mali+8 - airman an$ Mana*in* irector8 Metro S oe 8 #e

to earl% entr% of Bata in In$ia8 foot'ear i one of t e mo t or*anize$ retail ector an$

t ere i a lot a'arene of ran$e$ foot'ear. T ere are a lot of forei*n ran$ ' o

are e*innin* to loo+ at In$ia a an important mar+et an$ are enterin* t e co#ntr%

'it tan$ alone tore . Or*ani e$ man#fact#rer of foot'ear are al o loo+in* at t e

$ome tic foot'ear in$# tr% e i$e e7port a a *ro'in* opport#nit%. In 3ie' of all

t e e factor 8 I ee a ri* t f#t#re for t e *ro't of foot'ear franc i e in In$ia.

Gi* li* tin* a$i$a K mi ion8 An$rea ellner8 Mana*in* irector8 a$i$a In$ia

a% 8 a$i$a a a mi ion to e t e lea$in* port ran$ in t e 'orl$. To accompli

t i mi ion8 a$i$a meet t e nee$ of $i tinct *ro#p of port,oriente$ con #mer .

O#r pro$#ct an$ mar+etin* initiati3e primaril% foc# on +e% port cate*orie an$ on

t e port life t%le mar+et. O#r pro pecti3e partner can loo+ for'ar$ to 'or+in* 'it

a *lo all% reno'ne$ port ran$ t at a a tron* lon* term commitment to t e

In$ian con #mer an$ mar+et. a$i$a offer a pre$etermine$ mar*in to t e partner 8

' o retail from a$i$a K e7cl# i3e tore . T e e tore are $e i*ne$ a per a$i$a K

22


23/83

*lo al retail *#i$eline an$ pro3i$e i* 3i i ilit%. T e ran$ offer a$3ice an$

a i tance to it franc i ee on e3er% facet of retail operation . All ne' franc i ee are

pro3i$e$ 'it a $etaile$ ret#rn on in3e tment.

E9&6&0&9&38 3' ' n 37 !1n27&"

T e pro pecti3e franc i ee i e7pecte$ to J#alif% follo'in* eli*i ilit% criteria:

6illin*ne to in3e t time an$ mone%

T e franc i ee o#l$ po e a lon*,term 3i ion an$ # ine plan8 a 'ell a

a tr#ct#re an$ team for e7ec#tion of a*ree$ plan

T e partner o#l$ po e e t e pa ion for performance an$ t e

$etermination to lea$

Gi* $e*ree of fle7i ilit% an$ proacti3ene

oo$ location8 +no'le$*e of t e foot'ear in$# tr%

C7199 n6 " ' ''3 1! !1n27&"&n6

It a een een t at retail format *i3e preference to t eir compan% mana*e$

EBO rat er t an franc i ee . Gence8 t e +e% c allen*e for franc i ee i to *et t eir

are in term of merc an$i e8 mar+etin* etc. Al o foot'ear # ine in3ol3e torin*

a lar*e in3entor% of pro$#ct +eepin* in min$ 3ar%in* con #mer preference 8 3ariet%

$#e to fa t e3ol3in* fa ion tren$ an$ t e ize . T erefore8 t ere i a reJ#irement of

lar*e 'or+in* capital an$ e7tra effort to mana*e t e lo*i tic .

L'213&'n 5133 !"

&oot'ear franc i e can e place$ in ot lar*e citie an$ mall to'n . Mall

an$ trip oppin* center are i$eal to ta+e f#ll a$3anta*e of i* traffic area . An$2


24/83

treet front location offer a con3enient $e tination for pe$e trian 8 to#ri t or

3acationer .

FACTOR WHICH MOTI ATES PEOPLE TO BUY INTERNATIONALFOOTWEAR BRANDS:

T ere i more to ma+in* a p#rc a e t an "# t ma+in* t e p#rc a e it elf.

G#man reJ#ire moti3ation to act. If %o# 'ant people to $o omet in*8 %o# a3e to

create an en3ironment t at compel t em to $o it. T ere a to e a moti3ation to

p#rc a e a pro$#ct. Moti3atin* factor e7pe$ite an$ elp t e $eci ion proce to #%

a partic#lar pro$#ct. 6 at are t e%

&ir t of co#r e i t e imple or tr#e nee$. I am #n*r% t erefore I am

moti3ate$ to #% rea$ to atiate m% #n*er. I am col$Q I nee$ to #% clot to +eep me

'arm. I am till col$8 I m# t a3e elter. T e e are tr#e nee$ or t e a ic nee$ t at

'o#l$ moti3ate people to #% foo$8 clot an$ elter.

T en t ere are percei3e$ nee$ ' ic ma+e one elie3e t at e or e cannot

*et % 'it o#t pro$#ct in t eir ome or office . T e e are t e pro$#ct ' ic

appeal to people % tar*etin* t eir percei3e$ nee$ . In ot er 'or$ 8 t e e are t e

pro$#ct ' ic moti3ate people to #% partic#lar pro$#ct . -on #mer are i* l%

moti3ate$ % pro$#ct t at appeal to t eir per onal $e ire . !ro$#ct A ma% offer 3al#e

an$ J#alit% ' erea pro$#ct B ma% a$$re a $eep $e ire. - ance are t at pro$#ct B

'ill ell etter. &a ion pro$#ct ' ic are in 3o*#e 'ill moti3ate #%er eca# e it

2/


25/83

f#el t eir per onal $e ire to loo+ or feel *oo$ t an t e pro$#ct ' ic are no lon*er

fa iona le.

T en t ere i t e J#e tion of feat#re of a partic#lar pro$#ct ' ic $oe

moti3ate. !ro$#ct A ma% a3e ome #niJ#e feat#re ' ic i a ent in pro$#ct B. T i

'ill moti3ate an$ attract people to #% pro$#ct A re*ar$le of it price. T e

percei3e$ 3al#e of pro$#ct A 'o#l$ e t e moti3atin* factor to #% it. Sometime a

le ,i ,more approac 'or+ etter. Too man% feat#re in a pro$#ct i often conf# in*

an$ ma% e percei3e$ a too complicate$. T e price i of co#r e a factor ' ic 'ill

moti3ate or 'ill not moti3ate people to #% a pro$#ct8 o i t #%in* capacit%. B#t

more often it i t e 3al#e for mone% ' ic act a a moti3ator. A c eap pro$#ct ma%

not $o 'ell in t e mar+et place for t e imple rea on t at it mi* t e treate$ 'it

# picion a o#t it J#alit%.

Bran$ lo%alt% i a*ain important a a moti3ator. Someone ' o i # e$ to a

ran$ i more comforta le 'it it $#e to repeate$ # e o3er t e %ear . In #c ca e 8 it

i t at m#c ar$er to 'ean im a'a% from it. So are t e c# tom 8 elief an$

tra$ition in*raine$ in t e min$ of t e #%er. It i ar$ to moti3ate people in t e ol$er

a*e *ro#p to #% a partic#lar pro$#ct if it *oe a*ain t i time te te$ elief . Once

a*ain8 t e per #a i3e me a*e for t e pro$#ct a to e # tle #t at t e ame time

tron* eno#* to moti3ate im to at lea t tr% it o#t.

To concl#$e t ere i no imple an 'er to t e factor t at 'o#l$ moti3ate

people to #% partic#lar pro$#ct . T erefore8 it i important fir t to c al+ o#t a plan a

to ' om t e pro$#ct i tar*ete$ in term of ocio economic cla ification8 a*e8

25


26/83

income an$ t e me$ia 3e icle to reac t e tar*et a#$ience. T e me a*e to moti3ate

t e tar*et a#$ience m# t aro# e t eir intere t an$ create preference for t e pro$#ct8

re #ltin* in t e $e ire$ re pon e ' ic 'ill $etermine ' et er t e #%er i moti3ate$

eno#* to #% it.

2?


27/83

FACTORS INFLUENCING CONSUMER BEHA IOR:

Mar+et a3e to e #n$er too$ efore mar+etin* trate*ie can e $e3elope$.

!eople # in* con #mer mar+et #% *oo$ an$ er3ice for per onal con #mption.

-on #mer 3ar% tremen$o# l% in a*e8 income8 e$#cation8 ta te 8 an$ ot er factor .

-on #mer e a3ior i infl#ence$ % t e #%er c aracteri tic an$ % t e #%er

$eci ion proce . B#%er c aracteri tic incl#$e fo#r ma"or factor : c#lt#ral8 ocial8

per onal8 an$ p %c olo*ical. 6e can a% t at follo'in* factor can infl#ence t e

B#%in* $eci ion of t e #%er:

1* C#93#!19

0* S'2&19

2* P !"'n19

d* P"827'9'6&219

1* C#93#!19 F123'!"

-#lt#ral factor e7ert t e roa$e t an$ $eepe t infl#ence on con #mer e a3ior. T e

mar+eter nee$ to #n$er tan$ t e role pla%e$ % t e #%er c#lt#re8 # c#lt#re8 an$

ocial cla .

I* C#93#!

-#lt#re i t e mo t a ic ca# e of a per on 'ant an$ e a3ior. G#man

e a3ior i lar*el% learne$. ro'in* #p in a ociet%8 a c il$ learn a ic 3al#e 8

perception 8 'ant 8 an$ e a3ior from t e famil% an$ ot er important in tit#tion . A

per on normall% learn or i e7po e$ to t e follo'in* 3al#e : ac ie3ement an$

#cce 8 acti3it% an$ in3ol3ement8 efficienc% an$ practicalit%8 pro*re 8 material

2@


28/83

comfort8 in$i3i$#ali m8 free$om8 #manitariani m8 %o#t f#lne 8 an$ fitne an$

ealt .

E3er% *ro#p or ociet% a a c#lt#re8 an$ c#lt#ral infl#ence on #%in* e a3ior ma%

3ar% *reatl% from co#ntr% to co#ntr%. &ail#re to a$"# t to t e e $ifference can re #lt

in ineffecti3e mar+etin* or em arra in* mi ta+e . &or e7ample8 # ine

repre entati3e of a F.S. comm#nit% tr%in* to mar+et it elf in Tai'an fo#n$ t i o#t

t e ar$ 'a%. See+in* more forei*n tra$e8 t e% arri3e$ in Tai'an earin* *ift of

*reen a e all cap . It t#rne$ o#t t at t e trip 'a c e$#le$ a mont efore Tai'an

election 8 an$ t at *reen 'a t e color of t e political oppo ition part%. 6or e %et8 t e

3i itor learne$ after t e fact t at accor$in* to Tai'an c#lt#re8 a man 'ear *reen to

i*nif% t at i 'ife a een #nfait f#l. T e ea$ of t e comm#nit% $ele*ation later

note$8 I $on t +no' ' ate3er appene$ to t o e *reen at 8 #t t e trip *a3e # an

#n$er tan$in* of t e e7treme $ifference in o#r c#lt#re . International mar+eter

m# t #n$er tan$ t e c#lt#re in eac international mar+et an$ a$apt t eir mar+etin*

trate*ie accor$in*l%.

II* S#02#93#!

Eac c#lt#re contain maller # c#lt#re or *ro#p of people 'it are$

3al#e % tem a e$ on common life e7perience an$ it#ation . S# c#lt#re incl#$e

nationalitie 8 reli*ion 8 racial *ro#p 8 an$ *eo*rap ic re*ion . Man% # c#lt#re ma+e

#p important mar+et e*ment 8 an$ mar+eter often $e i*n pro$#ct an$ mar+etin*

pro*ram tailore$ to t eir nee$ . Gere are e7ample of fo#r #c important # c#lt#re

*ro#p .

2


29/83

III* S'2&19 C91""

Almo t e3er% ociet% a ome form of ocial cla tr#ct#re. Social -la e

are ociet% relati3el% permanent an$ or$ere$ $i3i ion ' o e mem er are imilar

3al#e 8 intere t 8 an$ e a3ior . Social cla i not $etermine$ % a in*le factor8 #c

a income8 #t i mea #re$ a a com ination of occ#pation8 income8 e$#cation8

'ealt 8 an$ ot er 3aria le . In ome ocial % tem 8 mem er of $ifferent cla e are

reare$ for certain role an$ cannot c an*e t eir ocial po ition . Mar+eter are

intere te$ in ocial cla eca# e people 'it in a *i3en ocial cla ten$ to e7 i it

imilar #%in* e a3ior. Social cla e o' $i tinct pro$#ct an$ ran$ preference in

area #c a clot in*8 ome f#rni in* 8 lei #re acti3it%8 an$ a#tomo ile .

0* S'2&19 F123'!"

A con #mer e a3ior al o i infl#ence$ % ocial factor 8 #c a t e

con #mer mall *ro#p 8 famil%8 an$ ocial role an$ tat# .

I* G!'#$"

Man% mall *ro#p infl#ence a per onK e a3ior. ro#p t at a3e a $irect

infl#ence an$ to ' ic a per on elon* are calle$ mem er ip *ro#p . In contra t8

reference *ro#p er3e a $irect (faceto, face) or in$irect point of compari on or

reference in formin* a per on attit#$e or e a3ior. Reference *ro#p to ' ic t e%

$o not elon* often infl#ence people. Mar+eter tr% to i$entif% t e reference *ro#p of

t eir tar*et mar+et . Reference *ro#p e7po e a per on to ne' e a3ior an$

life t%le 8 infl#ence t e per on attit#$e an$ elf,concept8 an$ create pre #re to

conform t at ma% affect t e per on pro$#ct an$ ran$ c oice .

2C


30/83

T e importance of *ro#p infl#ence 3arie acro pro$#ct an$ ran$ . It ten$

to e tron*e t ' en t e pro$#ct i 3i i le to ot er ' om t e #%er re pect .

Man#fact#rer of pro$#ct an$ ran$ # "ecte$ to tron* *ro#p infl#ence m# t fi*#re

o#t o' to reac opinion lea$er people 'it in a reference *ro#p ' o8 eca# e of

pecial +ill 8 +no'le$*e8 per onalit%8 or ot er c aracteri tic 8 e7ert infl#ence on

ot er .

Man% mar+eter tr% to i$entif% opinion lea$er for t eir pro$#ct an$ $irect

mar+etin* effort to'ar$ t em. In ot er ca e 8 a$3erti ement can im#late opinion

lea$er ip8 t ere % re$#cin* t e nee$ for con #mer to ee+ a$3ice from ot er .

T e importance of *ro#p infl#ence 3arie acro pro$#ct an$ ran$ . It ten$

to e tron*e t ' en t e pro$#ct i 3i i le to ot er ' om t e #%er re pect .

!#rc a e of pro$#ct t at are o#* t an$ # e$ pri3atel% are not m#c affecte$ %

*ro#p infl#ence eca# e neit er t e pro$#ct nor t e ran$ 'ill e notice$ % ot er .

II* F15&98

&amil% mem er can tron*l% infl#ence #%er e a3ior. T e famil% i t e mo t

important con #mer #%in* or*anization in ociet%8 an$ it a een re earc e$

e7ten i3el%. Mar+eter are intere te$ in t e role an$ infl#ence of t e # an$8 'ife8

an$ c il$ren on t e p#rc a e of $ifferent pro$#ct an$ er3ice .

G# an$,'ife in3ol3ement 3arie 'i$el% % pro$#ct cate*or% an$ % ta*e in

t e #%in* proce . B#%in* role c an*e 'it e3ol3in* con #mer life t%le .

S#c c an*e #**e t t at mar+eter ' o 3e t%picall% ol$ t eir pro$#ct to

onl% 'omen or onl% men are no' co#rtin* t e oppo ite e7. &or e7ample8 'it


31/83

re earc re3ealin* t at 'omen no' acco#nt for nearl% alf of all ar$'are tore

p#rc a e 8 ome impro3ement retailer #c a Gome

epot an$ B#il$er SJ#are a3e t#rne$ ' at once 'ere intimi$atin*

'are o# e into female frien$l% retail o#tlet . T e ne' B#il$er SJ#are II o#tlet

feat#re $ecorator $e i*n center at t e front of t e tore. To attract more 'omen8

B#il$er SJ#are r#n a$ tar*etin* 'omen in Gome8 Go# e Bea#tif#l8 6oman a%8

an$ Better Gome an$ ar$en . Gome epot e3en offer ri$al re*i trie .

Similarl%8 after re earc in$icate$ t at 'omen no' ma+e #p / percent of t e

l#7#r% car mar+et8 -a$illac a tarte$ pa%in* more attention to t i important

e*ment. Male car $e i*ner at -a$illac are *oin* a o#t t eir 'or+ 'it paper clip

on t eir fin*er to im#late ' at it feel li+e to operate #tton 8 +no 8 an$ ot er

interior feat#re 'it lon*er fin*ernail . T e -a$illac -atera feat#re an air,

con$itione$ *lo3e o7 to pre er3e #c item a lip tic+ an$ film. Fn$er t e oo$8

%ello' mar+in* i* li* t ' ere fl#i$ fill *o.

- il$ren ma% al o a3e a tron* infl#ence on famil% #%in* $eci ion . &or

e7ample8 it ran a$ to 'oo t e e ac+, eat con #mer in Sport Ill# trate$ for Hi$ 8

' ic attract mo tl% , to 1/, %ear,ol$ o% . 6e re +i$$in* o#r el3e ' en 'e t in+

+i$ aren t a'are of ran$ 8 a% Pent#re ran$ mana*er8 a$$in* t at e3en e 'a

#rpri e$ at o' often parent tol$ er t at +i$ pla%e$ a tie, rea+in* role in $eci$in*

' ic car to #%. In t e ca e of e7pen i3e pro$#ct an$ er3ice 8 # an$ an$ 'i3e

often ma+e "oint $eci ion .

III* R'9 " 1nd S313#"

1


32/83

A per on elon* to man% *ro#p famil%8 cl# 8 or*anization . T e per on

po ition in eac *ro#p can e $efine$ in term of ot role an$ tat# . A role con i t

of t e acti3itie people are e7pecte$ to perform accor$in* to t e per on aro#n$ t em.

In la t Le on 'e $i c# e$ t e -on #mer B#%in* e a3ior it mo$el an$

c aracteri tic t at can infl#ence t e $eci ion for #%in* proce . To$a% 'e 'ill e

contin#in* t e ame topic an$ 'ill $i c# t e remainin* factor t at infl#ence t e

#%in* proce an$ $eci ion of con #mer . So o#r to$a%K topic i :

CONSUMER BUYING BEHA IOR (CONTINUED):

P !"'n19 F123'!"

A #%er $eci ion al o are infl#ence$ % per onal c aracteri tic #c a t e

#%er a*e an$ lifec%cle ta*e8 occ#pation8 economic it#ation8

life t%le8 an$ per onalit% an$ elf,concept.

I* A6 1nd L& -C829 S316

!eople c an*e t e *oo$ an$ er3ice t e% #% o3er t eir lifetime . Ta te in

foo$8 clot e 8 f#rnit#re8 an$ recreation are often a*e relate$. B#%in* i al o ape$ %

t e ta*e of t e famil% life c%cle t e ta*e t ro#* ' ic familie mi* t pa a

t e% mat#re o3er time. Mar+eter often $efine t eir tar*et mar+et in term of life,

c%cle ta*e an$ $e3elop appropriate pro$#ct an$ mar+etin* plan for eac ta*e.

Tra$itional famil% life,c%cle ta*e incl#$e %o#n* in*le an$ marrie$ co#ple 'it

c il$ren.

II* O22#$13&'n

2


33/83

A per on occ#pation affect t e *oo$ an$ er3ice o#* t. Bl#e,collar

'or+er ten$ to #% more r#**e$ 'or+ clot e 8 ' erea ' ite,collar 'or+er #%

more # ine #it . Mar+eter tr% to i$entif% t e occ#pational *ro#p t at a3e an

a o3e,a3era*e intere t in t eir pro$#ct an$ er3ice .

A compan% can e3en pecialize in ma+in* pro$#ct nee$e$ % a *i3en occ#pational

*ro#p. T # 8 comp#ter oft'are companie 'ill $e i*n $ifferent pro$#ct for ran$

mana*er 8 acco#ntant 8 en*ineer 8 la'%er 8 an$ $octor .

III* E2'n'5&2 S&3#13&'n

A per on economic it#ation 'ill affect pro$#ct c oice. Mar+eter of

income, en iti3e *oo$ 'atc tren$ in per onal income8 a3in* 8 an$ intere t rate . If

economic in$icator point to a rece ion8 mar+eter can ta+e tep to re$e i*n8

repo ition8 an$ repri e t eir pro$#ct clo el%.

I * L& "389

!eople comin* from t e ame # c#lt#re8 ocial cla 8 an$ occ#pation ma%

a3e J#ite $ifferent life t%le . Life t%le i a per on pattern of li3in* a e7pre e$ in

i or er p %c o*rap ic . It in3ol3e mea #rin* con #mer ma"or AIO $imen ion

acti3itie ('or+8 o ie 8 oppin*8 port 8 ocial e3ent )8 intere t (foo$8 fa ion8

famil%8 recreation)8 an$ opinion (a o#t t em el3e 8 ocial i #e 8 # ine 8 pro$#ct ).

Life t%le capt#re omet in* more t an t e per on ocial cla or per onalit%. It

profile a per on ' ole pattern of actin* an$ interactin* in t e 'orl$.

Se3eral re earc firm a3e $e3elope$ life t%le cla ification . It $i3i$e

con #mer into ei* t *ro#p a e$ on t'o ma"or $imen ion : elf,orientation an$


34/83

re o#rce . Self,orientation *ro#p incl#$e principle,oriente$ con #mer ' o #%

a e$ on t eir 3ie' of t e 'orl$Q tat# ,oriente$ #%er ' o a e t eir p#rc a e on

t e action an$ opinion of ot er Q an$ action,oriente$ #%er ' o are $ri3en % t eir

$e ire for acti3it%8 3ariet%8 an$ ri + ta+in*. -on #mer 'it in eac orientation are

f#rt er cla ifie$ into t o e 'it a #n$ant re o#rce an$ t o e 'it minimal

re o#rce 8 $epen$in* on ' et er t e% a3e i* or lo' le3el of income8 e$#cation8

ealt 8 elf,confi$ence8 ener*%8 an$ ot er factor . -on #mer 'it eit er 3er% i* or

3er% lo' le3el of re o#rce are cla ifie$ 'it o#t re*ar$ to t eir elf,orientation

(act#alize 8 tr#**ler ). Act#alize are people 'it o man% re o#rce t at t e% can

in$#l*e in an% or all elf,orientation . In contra t8 tr#**ler are people 'it too fe'

re o#rce to e incl#$e$ in an% con #mer orientation.

* P !"'n19&38 1nd S 9 -C'n2 $3

Eac per on $i tinct per onalit% infl#ence i or er #%in* e a3ior.

!er onalit% refer to t e #niJ#e p %c olo*ical c aracteri tic t at lea$ to relati3el%

con i tent an$ la tin* re pon e to one o'n en3ironment. !er onalit% i # #all%

$e cri e$ in term of trait #c a elf,confi$ence8 $ominance8 ocia ilit%8 a#tonom%8

$efen i3ene 8 a$apta ilit%8 an$ a**re i3ene . !er onalit% can e # ef#l in anal%zin*

con #mer e a3ior for certain pro$#ct or ran$ c oice . &or e7ample8 coffee

mar+eter a3e $i co3ere$ t at ea3% coffee $rin+er ten$ to e i* on ocia ilit%.

T # 8 to attract c# tomer 8 Star #c+ an$ ot er coffee o# e create en3ironment in

' ic people can rela7 an$ ocialize o3er a c#p of teamin* coffee.

/


35/83

Man% mar+eter # e a concept relate$ to per onalit% a per on elf,

concept (al o calle$ elf,ima*e). T e a ic elf,concept premi e i t at people

po e ion contri #te to an$ reflect t eir i$entitie Q t at i 8 'e are ' at 'e a3e.

T # 8 in or$er to #n$er tan$ con #mer e a3ior8 t e mar+eter m# t fir t #n$er tan$

t e relation ip et'een con #mer elf,concept an$ po e ion . &or e7ample8 t e

fo#n$er an$ c ief e7ec#ti3e of Barne 9 No le8 t e nation lea$in* oo+ eller8 note

t at people #% oo+ to #pport t eir elf,ima*e :

d P"827'9'6&219 F123'!"

A per on #%in* c oice are f#rt er infl#ence$ % fo#r ma"or p %c olo*ical

factor : moti3ation8 perception8 learnin*8 an$ elief an$ attit#$e .

I* M'3&%13&'n

A per on a man% nee$ at an% *i3en time. Some are iolo*ical8 ari in* from

tate of ten ion #c a #n*er8 t ir t8 or $i comfort. Ot er

are p %c olo*ical8 ari in* from t e nee$ for reco*nition8 e teem8 or elon*in*. Mo t

of t e e nee$ 'ill not e tron* eno#* to moti3ate t e per on to act at a *i3en point

in time. A nee$ ecome a moti3e ' en it i aro# e$ to a #fficient le3el of inten it%.

A moti3e (or $ri3e) i a nee$ t at i #fficientl% pre in* to $irect t e per on to ee+

ati faction. ! %c olo*i t a3e $e3elope$ t eorie of #man moti3ation. T'o of t e

mo t pop#lar t e t eorie of Si*m#n$ &re#$ an$ A ra am Ma lo' a3e J#ite

$ifferent meanin* for con #mer anal% i an$ mar+etin*.

II* M1"9'


36/83

A ra am Ma lo' o#* t to e7plain ' % people are $ri3en % partic#lar nee$

at partic#lar time . 6 % $oe one per on pen$ m#c time an$ ener*% on per onal

afet% an$ anot er on *ainin* t e e teem of ot er Ma lo' an 'er i t at #man

nee$ are arran*e$ in a ierarc %8 from t e mo t pre in* to t e lea t pre in*.

Ma lo' ierarc % of nee$ i o'n in &i*#re. In or$er of importance8 t e%

are p % iolo*ical nee$ 8 afet% nee$ 8 ocialnee$ 8 e teem nee$ 8an$ elf

act#alization nee$ . A per on trie to ati f% t e mo t important nee$ fir t. 6 en t at

nee$ i ati fie$8 it 'ill top ein* a moti3ator an$ t e per on 'ill t en tr% to ati f%

t e ne7t mo t important nee$. &or e7ample8 tar3in* people (p % iolo*ical nee$) 'ill

not ta+e an intere t in t e late t appenin* in t e art 'orl$ ( elf,act#alization nee$ )8

nor in o' t e% are een or e teeme$ % ot er ( ocial or e teem nee$ )8 nor e3en in

' et er t e% are reat in* clean air ( afet% nee$ ). B#t a eac important nee$ i

ati fie$8 t e ne7t mo t important nee$ 'ill come into pla%.

III* P !2 $3&'n

A moti3ate$ per on i rea$% to act. Go' t e per on act i infl#ence$ % i or

er o'n perception of t e it#ation. All of # learn % t e flo' of information t ro#*

o#r fi3e en e : i* t8 earin*8 mell8 to#c 8 an$ ta te. Go'e3er8 eac of # recei3e 8

or*anize 8 an$ interpret t i en or% information in an in$i3i$#al 'a%. !erception i

t e proce % ' ic people elect8 or*anize8 an$ interpret information to form a

meanin*f#l pict#re of t e 'orl$.

!eople can form $ifferent perception of t e ame tim#l# eca# e of t ree

percept#al proce e : electi3e attention8 electi3e $i tortion8 an$ electi3e retention.

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37/83

!eople are e7po e$ to a *reat amo#nt of tim#li e3er% $a%. &or e7ample8 t e a3era*e

per on ma% e e7po e$ to more t an 185 a$ in a in*le $a%. It i impo i le for a

per on to pa% attention to all t e e tim#li. Selecti3e attention t e ten$enc% for

people to creen o#t mo t of t e information to ' ic t e% are e7po e$ mean t at

mar+eter a3e to 'or+ e peciall% ar$ to attract t e con #mer attention.

E3en note$ tim#li $o not al'a% come acro in t e inten$e$ 'a%. Eac

per on fit incomin* information into an e7i tin* min$, et. Selecti3e

$i tortion $e cri e t e ten$enc% of people to interpret information in a 'a% t at 'ill

#pport ' at t e% alrea$% elie3e. Selecti3e $i tortion mean t at mar+eter m# t tr%

to #n$er tan$ t e min$, et of con #mer an$ o' t e e 'ill affect interpretation of

a$3erti in* an$ ale information.

I * L 1!n&n6

6 en people act8 t e% learn. Learnin* $e cri e c an*e in an in$i3i$#al

e a3ior ari in* from e7perience. Learnin* t eori t a% t at mo t #man e a3ior i

learne$. Learnin* occ#r t ro#* t e interpla% of $ri3e 8 tim#li8 c#e 8

re pon e 8 an$ reinforcement.

* B 9& " 1nd A33&3#d "

T ro#* $oin* an$ learnin*8 people acJ#ire elief an$ attit#$e . T e e8 in

t#rn8 infl#ence t eir #%in* e a3ior. A elief i a $e cripti3e t o#* t t at a per on

a a o#t omet in*. B#%in* e a3ior $iffer *reatl% for a t# e of toot pa te8 a tenni

rac+et8 an e7pen i3e camera8 an$ a ne' car. More comple7 $eci ion # #all% in3ol3e

more #%in* participant an$ more #%er $eli eration. &i*#re o' t%pe of

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38/83

con #mer #%in* e a3ior a e$ on t e $e*ree of #%er in3ol3ement an$ t e $e*ree

of $ifference amon* ran$ .

Stan$in* on t e t re ol$ of a retail re3ol#tion an$ 'itne in* a fa t c an*in*

retail lan$ cape8 t e In$ian foot'ear mar+et i et to e7perience t e p enomenal

*ro't in comin* %ear . In pa t fe' %ear too8 t e mar+et a een ro # t *ro't 8

a% In$ian &oot'ear In$# tr% Anal% i report. T i report pro3i$e e7ten i3e

re earc an$ in,$ept anal% i on t e In$ian foot'ear mar+et. T e $etaile$ $ata an$

anal% i *i3en in t e report 'ill elp t e client to e3al#ate t e lea$in*,e$*e

opport#nitie critical to t e #cce of t e foot'ear mar+et in In$ia.

T e foreca t an$ e timation *i3en in t i report are not a e$ on a comple7

economic mo$el8 #t are inten$e$ a a ro#* *#i$e to t e $irection in ' ic t e

mar+et i li+el% to mo3e. T i foreca t i a e$ on a correlation et'een pa t mar+et

*ro't an$ *ro't of a e $ri3er .

K 8 F&nd&n6"

, T e In$ian foot'ear retail mar+et i e7pecte$ to *ro' at a -A R of o3er 2 for

t e perio$ pannin* from 2 to 2 11.

, &oot'ear i e7pecte$ to compri e a o#t ? of t e total leat er e7port % 2 11

from o3er in 2 ?, @.

, !re entl%8 t e In$ian foot'ear mar+et i $ominate$ % MenK foot'ear mar+et t at

acco#nt for nearl% 5 of t e total In$ian foot'ear retail mar+et.


39/83

, B% pro$#ct 8 t e In$ian foot'ear mar+et i $ominate$ % ca #al foot'ear mar+et

t at ma+e #p for nearl% t'o,t ir$ of t e total foot'ear retail mar+et.

, A foot'ear retailin* in In$ia remain foc# e$ on menK oe 8 t ere e7i t a plet ora

of opport#nitie in t e e7cl# i3e la$ie K an$ +i$ K foot'ear e*ment 'it no or*anize$

retailin* c ain a3in* a national pre ence in eit er of t e e cate*orie .

, T e In$ian foot'ear mar+et core o3er ot er foot'ear mar+et a it *i3e enefit

li+e lo' co t of pro$#ction8 a #n$ant ra' material8 an$ a #*e con #mption

mar+et.

, T e foot'ear component in$# tr% al o a enormo# opport#nit% for *ro't to cater

to increa in* pro$#ction of foot'ear of 3ario# t%pe 8 ot for e7port an$ $ome tic

mar+et.

K 8 I""# " = F123" An198> d

, 6 ere In$ia tan$ in t e *lo al foot'ear mar+et

, 6 at are t e a$3anta*e t at In$ian foot'ear mar+et *i3e

, 6 at i t e pa t an$ f#t#re performance of In$ian foot'ear mar+et

, 6 ic are t e fa te t *ro'in* pro$#ct of In$ian foot'ear mar+et

, 6 at are t e *ro't pro pect of t e In$ian foot'ear mar+et

, 6 at are t e +e% c allen*e for t e foot'ear mar+et

, 6 at i t e pre ent tat# of et nic foot'ear mar+et in In$ia

, 6 o are t e +e% pla%er in t e In$ian foot'ear mar+et

C


40/83

K 8 P918 !"

T i ection pro3i$e # ine o3er3ie' an$ financial tat# of +e% pla%er in t e

In$ian foot'ear mar+et. T e +e% pla%er $i c# e$ in t e report are Bata In$ia Lt$.8

Li ert% S oe Lt$.8 H a$im In$ia Lt$.8 A$i$a A 8 NIHE Inc. an$ Re oo+.

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COMPANY DETAILS

6e are committe$ to 'or+in* in 'a% t at contri #te to t e 'orl$ %

#pportin* creati3it%8 # taina ilit% an$ peace an$ % ta%in* tr#e to t e 3al#e of

ein* &air8 Gone t8 !o iti3e an$ -reati3e in $eci ion ma$e an$ action ta+en.

T e fo#n$ation for o#r acti3itie i !FMAPi ion 0 a concept t at 'e inten$ to *#i$e

o#r 'or+ 'it it t ree core pro*ram !FMA.-reati3e8 !FMA.Safe an$

!FMA.!eace.

!FMA.Safe compri e o#r initiati3e an$ commitment for en3ironmental

protection an$ impro3e$ 'or+in* con$ition t at a3e een in place for man% %ear

no'. T e% 'ill e complemente$ % ne' pro*ram 8 ' ic foc# on implementin*

cleaner8 afer an$ more # taina le % tem an$ proce e 'it in t e #ppl% c ain.

!FMA.!eace #pport t e *lo al a% of -ea efire on Septem er 21 e3er% %ear

t ro#* it initiati3e One a% One oal 8 ' ic aim at *ettin* people to pla%

foot all 'it t e i$ea t at t e po'er of port 'ill #nite people in peace. T e

initiati3e of !FMA.-reati3e 0 creati3it% a t e core competence of t e ran$ , aim at

rin*in* to*et er arti t an$ $ifferent or*anization for a m#t#al creati3e e7c an*e

an$ offerin* t em an international platform.

PUMA AT A GLANCE:

!FMA i one of t e 'orl$K lea$in* portlife t%le companie t at $e i*n an$

$e3elop foot'ear8 apparel an$ acce orie . It i committe$ to 'or+in* in 'a% t at

/1


42/83

contri #te to t e 'orl$ % #pportin* -reati3it%8 S# taina ilit% an$ !eace8 an$ %

ta%in* tr#e to t e principle of ein* &air8 Gone t8 !o iti3e an$ -reati3e in $eci ion

ma$e an$ action ta+en.

!FMA tart in Sport an$ en$ in &a ion. It Sport !erformance an$

Life t%le la el incl#$e cate*orie #c a &oot all8 R#nnin*8 Motor port 8 olf an$

Sailin*. Sport &a ion feat#re colla oration 'it reno'ne$ $e i*ner la el #c a

Ale7an$er McD#een8 Mi ara a # iro an$ Ser*io Ro i.

T e !FMA ro#p o'n t e ran$ !FMA8 -o ra olf an$ Tretorn. T e

compan%8 ' ic 'a fo#n$e$ in 1C/ 8 $i tri #te it pro$#ct in more t an 12

co#ntrie 8 emplo% more t an 118 people 'orl$'i$e an$ a ea$J#arter in

Gerzo*ena#rac erman%8 Bo ton8 Lon$on an$ Gon* Hon*.

R 6&"3 ! d O &2 : Gerzo*ena#rac 8 erman%

O &2&19 C'5$1n8 L1n6#16 :

En*li

S3'2;:

T e !FMA are i li te$ for official tra$in* on t e &ran+f#rt an$ M#nic toc+

e7c an*e . It i tra$in* in t e !rime Stan$ar$ Se*ment an$ t e Mi$,-ap In$e7

M A of t e erman Stoc+ E7c an*e ( e#t c e BUr e).

S71! 7'9d !" (1" ' ?@ ? ?//):

@C.C !!R ro#p (Main S are ol$er)

2 .1 of t e !FMA are in free float.

/2


43/83

Ad5&n&"3!13&% B'1!d:

T e A$mini trati3e Boar$ con i t of nine mem er 8 i7 of ' om repre ent t e

intere t of t e are ol$er ' ile t e remainin* t ree repre ent t e emplo%ee from

E#rope.

J'27 n Z &3> (C71&!51n)

- ief E7ec#ti3e Officer of t e Sport 9 Life t%le ro#p of !!R S.A.8 !ari 8 &rance

F!1n '&"-H n!& P&n1#93 (D $#38 C71&!51n)

- airman of t e Boar$ an$ -EO (!rV i$ent irecte#r VnVral) of !!R S.A.8 !ari 8

&rance.

T7'! O79""'n!re i$ent of Elime7o AB8 &al ter o8 S'e$en

J 1n-F!1n '&" P19#"

ep#t% - ief E7ec#ti3e Officer an$ - ief &inancial Officer ( irecte#r VnVral

VlV*#V irecte#r &inancier) of !!R S.A.8 !ari 8 &rance

G! 6'&! A5&6# "

irector !lannin* an$ Strate*% ( irecte#r $# !lan et $e la StratV*ie) of !!R S.A.8

!ari 8 &rance

M&27 9 F!&'2'#!3

irector Le*al ( irecte#r W#ri$iJ#e) of !!R S.A.8 !ari 8 &rance

B !nd I99&6 (E5$9'8 R $! " n313&% )

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44/83

Speciali t IT F er 9 S% tem S#pport of !FMA SE8 Gerzo*ena#rac 8 erman%

M1!3&n K $$ 9 (E5$9'8 R $! " n313&% )

A$mini trator IT Micro oft S% tem of !FMA SE8 Gerzo*ena#rac 8 erman%

&23'! F !n1nd " (E5$9'8 R $! " n313&% )

Soft'are e3eloper of !FMA &rance SAS8 Stra o#r*8 &rance

MANAGING DIRECTORS:

&ranz Hoc Hla# Ba#er

- ief E7ec#ti3e Officer - ief Operatin* Officer

Stefano -aroti Antonio Bertone

- ief -ommercial Officer - ief Mar+etin* Officer

//


45/83

Reiner Seiz

- ief S#ppl% - ain Officer

/5


46/83

BRANDS:

T e !FMA ro#p o'n t e ran$ !FMA8 -o ra olf an$ Tretorn.

!FMA

!FMA tart in Sport an$ en$ in t e &a ion. It Sport !erformance an$

Life t%le la el incl#$e cate*orie #c a &oot all8 R#nnin*8 Motor port 8 olf8 an$

Sailin*. T e Blac+ la el feat#re colla oration 'it reno'ne$ $e i*ner la el #c a

Ale7an$er McD#een8 a # iro Mi ara an$ Ser*io Ro i.

TRETORN

Tretorn i ca #all% refine$ an$ t%li l% #n$er tate$. E ta li e$ % Genr%

#n+er in Gel in* or*8 S'e$en at t e en$ of t e 1Ct cent#r%8 Tretorn ta+e

in piration from it Scan$ina3ian root an$ carrie t i 3italit% of pirit t ro#* o#t it

collection of lei #re oe 8 r# er oot an$ tenni all . TretornK e7perti e in

r# er,ma$e pro$#ct $emon trate a con i tent commitment to J#alit% an$ ran$

o3er %pe8 offerin* a collection mo t appreciate$ % t o e 'it a practical en i ilit%

an$ a life t%le lar*el% en"o%e$ o#t i$e.

/?


47/83

!#ma8 an a3o'e$ *oal: to ecome t e mo t pop#lar portin* *oo$ ran$ in

t e 'orl$. T e leitmotif of t e erman ran$ !#ma. o fore3er for'ar$8 inno3ate8

mo$ernize t e port K in$# tr% an$ al'a% com ine loo+ 'it performance. T e

re #lt i clear , a total #cce . Let # *o ac+ in time ome' at: in 1C2/8 a erman

R#$olf a ler ( rot er of A$olf a ler8 etter +no'n a A$i8 fo#n$er of t e ran$

A$i$a )8 et #p a compan% ma+in* port oe 8 ' ic ecame !#ma in 1C/ . T e

firm contin#e$ to $e3elop #ntil it ecame t e pop#lar ran$ t at 'e +no' to$a%. T e

compan% ell not onl% port oe 8 #t al o a n#m er of ot er acce orie 8 #c a

$i3in* #it 8 'aterproof "ac+et an$ tro# er 8 or ac+pac+ . !#ma are$ in ome

*reat #cce torie li+e t at of t e occer tar !elV in t e 6orl$ -#p &inal in - ili in

1C?/ or of tenni pla%er Bori Bec+er8 'inner of t e 6im le$on to#rnament in

1C 5.To$a% t e% contin#e to repre ent t e ne' *eneration of port tar #c a

Ro ert !ire or Serena 6illiam . T e% a3e al o mana*e$ to 'in o3er t e p# lic. It

oe a3e ecome *en#ine fa ion acce orie an$ fa ion 3ictim 'ait ea*erl%

' en a ne' mo$el i $#e to come o#t. 6 ic e7plain it *lo al pre ence8 in more

t an co#ntrie acro e3er%continent

RECENT DE ELOPMENTS

!L: !FMA Lin+ Fp 6it Ra" a t an Ro%al an$ eccan- ar*er(1 Marc 2 C)

/@


48/83


49/83

fo#n$e$ i o'n oe factor%. T e% calle$ t e ne' # ine e rX$er a ler

Sc # fa ri+ ( a ler Brot er S oe &actor%). T e pair tarte$ t eir 3ent#re in t eir

mot erK la#n$r%8 #t at t e time8 electricit% #pplie in t e to'n 'ere #nrelia le8 an$

t e rot er ometime a$ to # e pe$al po'er from a tationar% ic%cle to r#n t eir

eJ#ipment. B% t e 1C ? S#mmer Ol%mpic 8 A$i a ler $ro3e from Ba3aria on one

of t e 'orl$ fir t motor'a% to t e Ol%mpic 3illa*e 'it a #itca e f#ll of pi+e an$

per #a$e$ Fnite$ State printer O'en to # e t em8 t e fir t pon or ip for an

African,American. After O'en 'on fo#r *ol$ me$al 8 i #cce cemente$ t e

*oo$ rep#tation of a ler oe amon* t e 'orl$ mo t famo# port men. Letter

from aro#n$ t e 'orl$ lan$e$ on t e rot er $e + 8 an$ t e trainer of ot er national

team 'ere all intere te$ in t eir oe . B# ine oome$ an$ t e a ler 'ere

ellin* 2 8 pair of oe eac %ear efore 6orl$ 6ar II

RISK AND CONCERN

Re triction % t e In$ian o3ernment to *et prea$ freel% into t e mar+et an$

t e alrea$% mar+et ol$in* of t e i* pla%er in t e mar+et. -ompanie li+e NIHE8

A I AS8 REEBOH8 A-TION8 an$ BATA a3e a *oo$ ol$in* an$ *oo$ mar+et

are ma+in* it $iffic#lt for t e compan% to prea$ it arm ea il%. T e In$ian Mar+et

i infl#ence$ a it % t e ran$in* an$ t e cele rit% o !FMA o#l$ come #p 'it

ome *oo$ plan for t e ame. Ni+e ein* t e 'orl$K no1 ran$ in t e mar+et 'ill e

a *reat competition.

SWOT ANALYSIS OF PUMA:/C
http://en.wikipedia.org/wiki/1936_Summer_Olympicshttp://en.wikipedia.org/wiki/Adi_Dasslerhttp://en.wikipedia.org/wiki/1936_Summer_Olympicshttp://en.wikipedia.org/wiki/Adi_Dassler


50/83

S3! n637"

!#ma i a 3er% competiti3e or*anization. &ir t8 t e compan% financial

po ition i e7tremel% tron*. T e financial *ro't of !FMA a een p enomenal.

Secon$l%8 !#ma i more $i3er ifie$ t an t e competition. T e compan% mar+et a

'i$e arra% of o','ear8 ' ic a een po i le % earl% trate*ic acJ#i ition of

rep#ta le companie . !#maK ran$ ima*e tan$ for J#alit%8 t e late t tec nolo*% an$

pre ti*e. T e compan% a een in # ine for a lon*er time t an an% of t e

competition8 an$ t e compan% a een a le to create fa3ora le ran$ reco*nition.

!#maK top mana*ement i i* l% mar+etin* oriente$8 an$ mo t of t e +e% per onnel

come from a mar+etin* ac+*ro#n$. T i i tren*t in t i # ine 8 ince t e

in$# tr% i mar+et $ri3en in tea$ of pro$#ct $ri3en. Al o8 an increa e in $eman$ i t e

e7pecte$ mar+et tren$. !#ma i a *lo al ran$.

W 1;n "" "

T e Bi**e t 'ea+ne of t e compan% i t at it $oe nKt promote m#c . T ere

are not m#c of !romotional Acti3itie ein* $one % t e compan%. Not m#c

a$3erti ement i $one. -ompan% o#l$ loo+ for t e ame. T e or*anization $oe

a3e a $i3er ifie$ ran*e of port pro$#ct .

Go'e3er8 t e income of t e # ine i till ea3il% $epen$ent #pon it are of t e

foot'ear mar+et. T i ma% lea3e it 3#lnera le if for an% rea on it mar+et are

ero$e . T e retail ector i 3er% price en iti3e. Go'e3er8 mo t of it income i

5


51/83


52/83

+eep,#p 'it t e competition penetratin* effort 'ill co t a lot of mone% an$ p#t a

lot of pre #re on mar+etin* an$ re earc an$ $e3elopment. Al o8 t e ort pro$#ct

life c%cle pla% an important role in t e ret#rn on in3e tment in a partic#lar pro$#ct

line. rt ermore8 'ea+enin* mar+et ma% e erio# t reat. !#ma i e7po e$ to t e

international nat#re of tra$e. It #% an$ ell in $ifferent c#rrencie an$ o co t an$

mar*in are not ta le o3er lon* perio$ of time. S#c an e7po #re co#l$ mean t at

!#ma ma% e man#fact#rin* an$ or ellin* at a lo . T i i an i #e t at face all

*lo al ran$ . A $i c# e$ a o3e in 'ea+ne e Q t e retail ector i ecomin* price

competiti3e. T i #ltimatel% mean t at con #mer are oppin* aro#n$ for a etter

$eal. So if one tore c ar*e a price for a pair of port oe 8 t e con #mer co#l$ *o

to t e tore alon* t e treet to compare price for t e e7actl% t e ame item8 an$ #%

t e c eaper of t e t'o. S#c con #mer price en iti3it% i a potential e7ternal t reat to

!#ma

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53/83

CHAPTER -

RE IEW OF LITERATURE

T e literat#re for re3ie' to e collecte$ from econ$ar% o#rce #c a

ma*azine 8 article 8 report 8 #$*et 8 ne' paper etc to i* li* t t e pro lem an$

fin$in* of t e t#$% $one % man% re earc an$ # ine profe ional .

D'7 !38 Ann M1!& ???

Re earc on t e internationalization of retail firm a foc# e$ on man%

$i3er e t eme #c a t e moti3ation for internationalization8 in$i3i$#al compan%

e7perience an$ t e $irection an$ e7tent of international retail acti3it%. One partic#lar

a pect of t e retailer internationalization proce t at a remaine$ relati3el% #n$er

re earc e$ i entr% mo$e c oice. rt ermore8 ' ile re earc on fa ion retailin* i

increa in*8 t e internationalization of t e ector a een lar*el% ne*lecte$ in t e

literat#re. T e aim of t e c#rrent 'or+ i to pro3i$e an initial attempt at re$re in*

t i re earc *ap. T e paper report fin$in* from an in,$ept t#$% into t e entr%

mo$e c oice $eci ion proce of e3en ma"or FH international fa ion retailer . It i

fo#n$ t at entr% mo$e trate*% emer*e o3er time a a re #lt of a com ination of

i torical8 e7periential8 financial8 opport#ni tic8 trate*ic an$ compan%, pecific

factor . T e *lo alization of fa ion ran$ a occ#rre$ a ma"or fa ion $e i*ner

o# e a3e e7pan$e$ t eir pro$#ct ran*e an$ $i3er ifie$ into mi$$le,mar+et

$iff# ion line . -entral Lon$on a een t e tar*et for ome of t i $e3elopment

5


54/83

acti3it% in t e 1CC . - art t e *ro't of $e i*ner o#tlet in t e FH capital 'it

partic#lar attention to forei*n companie an$ t eir mar+et,entr% trate*ie .

A con #mer8 ma+in* a p#rc a e $eci ion 'ill e affecte$ % t e follo'in*

t ree factor :

1. -#lt#ral an$ # c#lt#re &actor

2. Social &actor .!er onal &actor

Y-#lt#re an$ S# ,c#lt#re,,-#lt#re refer to t e et of 3al#e 8 i$ea 8 an$

attit#$e t at are accepte$ % a omo*eno# *ro#p of people an$ tran mitte$ to t e

ne7t *eneration. -#lt#re al o $etermine ' at i accepta le 'it pro$#ct a$3erti in*.

-#lt#re $etermine ' at people 'ear8 eat8 re i$e an$ tra3el. -#lt#ral 3al#e in t e FS

are *oo$ ealt 8 e$#cation8 in$i3i$#ali m an$ free$om. In American c#lt#re time

carcit% i a *ro'in* pro lem t at i c an*e in meal . Bi* impact on international

mar+etin*. -#lt#re can e $i3i$e$ into # c#lt#re

C7!&"3'$7 ! M* M''! J'7n F !n& S3 % B#!3 ( ???)

A$$re e an area ' ic a een ne*lecte$ in t e international retailin*

literat#reQ t e internationalization of t e fa ion $e i*nerK ran$. Initial e7plorator%

re earc re3eale$ t at t ere 'ere 11/ international fa ion $e i*n o# e competin*

for a *lo al mar+et of aro#n$ Z2/ illion. rt er re earc % po tal J#e tionnaire to

entrant into t e FH mar+et8 in a$$ition to emi, tr#ct#re$ inter3ie' 'it E#ropean

an$ FS $e i*ner 8 confirme$ t at t i mar+et 'a #o%ant8 f#elle$ % t e

$e3elopment of $iff# ion line for t e ma mar+et. I$entifie fo#r ta*e of mar+et5/


55/83

$e3elopment: ' ole ale c annel to $epartment tore Q t e creation of rea$%,to,'ear

fla* ip Q lar*e $iff# ion fla* ip Q t e openin* of tore in pro3incial citie . In or$er

to acJ#ire capital to ena le t i e7pan ion8 o3er ? per cent of all fa ion $e i*ner

are no' p# lic limite$ companie . E3en t en franc i in* of ta*e an$ /8 $iff# ion

line $e3elopment8 i often franc i e$ to t ir$ partie 'it t e $e i*ner maintainin*

control o3er t e pro$#ct an$ it ran$ ima*e. Bet'een 2 , per cent of *ro mar*in

i pent on a$3erti in* #pport to create *lo al campai*n to en ance ran$ ima*e in

forei*n mar+et . Go'e3er8 t ere i increa in* ten ion et'een t e $e ire to e

e7cl# i3e %et ecomin* in3ol3e$ in pro$#ct line e7ten ion an$ 'i$e prea$

$i tri #tion ' ic co#l$ #ltimatel% $il#te t e ran$K 3al#e.

(G#351n = M&99" ???) in3e ti*ate$ t e effect of life, t%le an$ elf,

perception on con #mer K p#rc a e intention or e a3ior to'ar$ clot in* pro$#ct

Re #lt concl#$e$ t at con #mer 'it $ifferent elf,perception a3e $ifferent

attit#$e or re pon e to'ar$ fa ion clot in* pro$#ct . 6ell an$ Ti*ert (1C@1)

$e cri e$ Self,confi$ence a a mea #rement of t e perception of one elf a a lea$er

an$ a3in* confi$ence. T e% fo#n$ t at elf,confi$ence i part of t e p %c o*rap ic

profile t at can e create$ to $ifferentiate con #mer K preference for pro$#ct . Self,

confi$ence an$ p# lic elf,con cio# ne a3e freJ#entl% een t#$ie$ to $etermine

t eir infl#ence on con #mer K p#rc a e intention an$ pro$#ct ran$ c oice (Solomon

9 Sc opler8 1C 2Q G#* e 8 1C@?) Solomon an$ Sc oplerK (1C 2) mea #re$ t e

e7tent to ' ic people are concerne$ a o#t t eir appearance8 t%le of e a3ior8 an$

t e *eneral impre ion t e% ma+e on ot er . Re #lt in$icate$ t at clot in* mea #re

55


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o'e$ a con i tent an$ per3a i3e correlation 'it core on p# lic elf,

con cio# ne .

S#"1n A#38 R&271!d E99&'33 (/ @)

T i t#$% con i$er t e importance of fa ion in3ol3ement in t e

interpretation of ran$ of "ean a mea #re$ % Sn%$erK re3i e$ elf,monitorin*

cale8 ' ic $i criminate et'een people ' o are i* l% moti3ate$ to re pon$ to

ocial c#e an$ t o e ' o remain tr#e to t em el3e . O3er ?5 people in t e FH

a*e$ 1/, / 'ere o'n eit er a ran$e$ or #n ran$e$ tim#l# . T e% 'ere a +e$ to

recor$ t eir attit#$e to 2@ pair of ipolar a$"ecti3e # in* a emantic $ifferential

cale. At t e ame time t e% complete$ Sn%$erK cale. It 'a fo#n$ t at elf,

monitorin* i a i*nificant me$iator of meanin* 'it re*ar$ to #n ran$e$8 #t not

ran$e$8 "ean . A mo$el of c oice % elimination of t e #naccepta le i #**e te$ %

i* elf,monitorin* re pon e . It a implication for t e amo#nt of a$3erti in*

reJ#ire$ to #pport a fa ion ran$.

!ro a l% t e mo t J#ote$ line in t e i tor% of fa ion i 8 A bit of bad taste

is good; itK t e ta tele ne 'e m# t fi* t a*ain t. Often people ' o +no' t e

$ifference et'een *oo$ ta te8 a$ ta te an$ ta tele ne an$ al o appreciate a rare

J#alit% calle$ a [ en e of #morK8 J#ote t i . An$ man% # e it "# t to fla#nt t at t e%

are familiar 'it iana Preelan$.

If 'e en i l% tr% to $econ tr#ct t e J#ote8 itK #n$er too$ t at t e fir t part i

merel% t ere to a$$ pizzazz to t e latter8 itterer tr#t . B#t not in* e7plain

5?


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Preelan$K famo# line etter t an t e recent tren$ in !a+i tani fa ion. Gere t e

#ncontrolle$ [ itK i *ro'in* at an alarmin* rate into ta tele ne it elf. An$ t i i

' at8 I am #re8 e m# t a3e meant.

T e p enomenon i 3icio# l% at 'or+ on all front of t e fa ion cene.

-lot e 8 acce or%8 p oto*rap %8 t%lin* an$ mo t a$l%8 fa ion "o#rnali m a3e

fallen 3ictim to t i on la#* t. T e recentl% opene$ floo$*ate of a$ ta te a3e

#nlea e$ a torm8 ' ic i 'eepin* e3en t o e name 8 ' ic 'ere once

%non%mo# 'it *oo$ ta te. To$a%8 a3e from a fe'8 e3er%one a "oine$ t e a$,

ta te an$'a*on8 contin#in* t eir "o#rne% to'ar$ ta tele ne . At t e ri + of

o#n$in* li+e a itter lo er8 I 'o#l$ li+e to a% t at t e a$ part i t at t e lea$er of

a$ ta te are *ettin* #n$#e attention8 importance an$ #cce .

6 ile In$ia 'a a promi in* mar+et to man% international ran$ 8 it 'a not

completel% imm#ne to t e *lo al economic fl#. More t an it primar% impact on t e

econom%8 it o ere$ t e moo$ in t e con #mer mar+et. E3en t e core tar*et *ro#p for

international ran$ 8 t at a$ "# t e*#n to pl#r*e8 apparentl% 'it o#t *#ilt8 ti* tene$

t e p#r e trin* an$ eit er $o'n,tra$e$ or po tpone$ t eir p#rc a e .

In 2 8 in t e mi$ t of economic $o'nt#rn8 +eptici m an$ #ncertaint%8 t e

international fa ion ran$ a$ contin#e$ to enter In$ia at nearl% t e ame

moment#m a t e pre3io# %ear. Man% international ran$ #c a -artier8 ior*io

Armani8 Henzo an$ !ra$a entere$ In$ia in 2 8 tar*ettin* t e l#7#r% or premi#m

e*ment. Go'e3er8 *i3en t e i* import $#tie an$ i* real e tate co t 8 t e

pro$#ct en$e$ #p ein* price$ i*nificantl% i* er t an in ot er mar+et . Man%5@


58/83

pla%er en$e$ #p $i co#ntin* t e *oo$ ea3il% to promote ale ' ile a fe' *a3e #p

an$ clo e$ op.

A t e T ir$ E%e i* t team a$ fore een la t %ear (I B 2 C: International

&a ion Bran$ in In$ia 0 A Strate*ic Re3ie')8 2 C a' a f#rt er lo'$o'n an$

fe'er international ran$ 'ere la#nc e$ $#rin* t e %ear. T e ran$ t at 'ere

la#nc e$ in 2 C incl#$e$ Be3erl% Gill !olo -l# 8 &r#it of t e Loom8 Izo$8 !olo

F.S.8 M# tan*8 Tie Rac+ an$ Tim erlan$. Some of t e e a$ alrea$% een in t e

pipeline for J#ite ome time an$ in3e te$ con i$era le time an$ effort in

#n$er tan$in* t e $%namic of t e In$ian retail mar+et8 co#tin* for appropriate

partner 8 #il$in* $i tri #tion relation ip an$ t%in* #p for retail pace8 ettin* #p t e

#ppl% c ain an$8 mo t importantl%8 *ettin* t eir operational team in place.

After man% $eli eration 8 t e 'ell,+no'n *lo al ran$ onna Haran Ne' or+ et

foot in t e In$ian mar+et in 2 C t ro#* an a*reement 'it L& Bran$ to et #p

e7cl# i3e HN an$ HN Wean tore in In$ia. T e ran$ i al o reporte$ to a3e

i*ne$ a 'orl$'i$e licencin* a*reement 'it S H#mar Nation'i$e Lt$. to $e i*n8

man#fact#re an$ retail HN men 'ear in certain co#ntrie .

A22'!d&n6 3' D1%&d* C Amon* t t e international ran$ t at a3e recentl%

entere$ t e In$ian mar+et8 a fe' are on t eir econ$ or e3en t ir$ attempt at t e

mar+et. &or in tance8 ie el BP initiall% i*ne$ a "oint 3ent#re a*reement in 2 @

'it Ar3in$ Mill 8 an$ t e partner ip inten$e$ openin* 15 tore % 2 1 . Go'e3er8

% t e mi$$le of 2 8 t e relation ip en$e$ 'it m#t#al con ent8 a Ar3in$ re$#ce$

it emp a i on retailin* international ran$ 'it in t e co#ntr%. 6it in a fe' mont5


59/83

of en$in* t i relation ip8 ie el i*ne$ a "oint 3ent#re 'it Reliance Bran$ for a

la#nc c e$#le$ for 2 1 .

T e common *oal a t e iconic $enim ran$ 'ant to ta+e on t e In$ian

mar+et f#ll t rottle an$ t e In$ian co#nterpart a in$icate$ t at it 'ant to rapi$l%

#il$ it portfolio of In$ian an$ forei*n ran$ in t e premi#m to l#7#r% e*ment

acro apparel8 foot'ear an$ life t%le e*ment .

Similarl%8 Mi Si7t% entere$ In$ia in 2 @ t ro#* a franc i ee a*reement

'it In$# -lot in*. It 'itc e$ to a "oint 3ent#re 'it Reliance Bran$ in t e ame

%ear #t t e partner ip 'a calle$ off in 2 8 $e pite plan to open more t an 5

tore in t e fir t t ree %ear of operation . Mi Si7t% a finall% entere$ In$ia

t ro#* a franc i ee a*reement 'it a man#fact#rer of 'omenK foot'ear an$

acce orie . T e compan% a c#rrentl% intro$#ce$ onl% oe an$ acce orie an$ i

loo+in* at potential partner for it ot er la el 8 Ener*ie an$ Hilla .

Ot er ran$ t at a3e re,entere$ t e In$ian mar+et incl#$e erman%, a e$ Lerro

' o e fir t pre ence in In$ia 'a ac+ in mi$,1CC . T e ran$ re,entere$ t e mar+et

in 2 t ro#* it e7cl# i3e ran$ tore 8 an$ i *ro'in* it pre ence t ro#* t i

ro#te a 'ell a t ro#* m#lti, ran$ tore . O +o BK*o i anot er ran$ t at a$

entere$ In$ia in mi$ 1CC 8 t ro#* a licencin* a*reement 'it el i a e$ #%in*

o# e8 Elanco. T e licencee fo#n$ t e c il$renK 'ear mar+et ar$ to crac+8 an$

clo e$ $o'n. In 2 8 O +o re,entere$ t e In$ian mar+et t ro#* a licencin*

partner ip 'it !lanet Retail an$ i no' a3aila le t ro#* op,in, op co#nter at

e en am tore an$ ma% con i$er ettin* #p e7cl# i3e ran$ o#tlet .5C


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#rin* t e t#r #lence of 2 an$ 2 C8 a fe' ran$ al o e7ite$ t e mar+et.

Some of t em 'ere po i l% $#e to mi place$ e7pectation initiall% a o#t t e ize of

t e mar+et or a o#t t e pace of c an*e in con #mer #%in* a it . Ot er 'ere $#e to

a fail#re eit er on t e part of t e ran$ or it In$ian partner (or ot )8 to f#ll%

#n$er tan$ ' at nee$e$ to e $one to e #cce f#l in t e In$ian mar+et. 6 ate3er

t e rea on8 t e principal or t eir partner in t e co#ntr% $eci$e$ t at t e # ine 'a

#n$er,performin* a*ain t e7pectation for t e amo#nt of effort an$ mone% ein*

in3e te$8 an$ t at it 'a etter to p#ll t e pl#*.

Some ran$ t at a3e een p#lle$ o#t of t e In$ian mar+et $#rin* 2 an$

2 C incl#$e oc+er 8 a 8 Sprin*fiel$ an$ PN- (Pincci). a ( rotto SpA) i

reporte$ to remain intere te$ in t e mar+et #t a not fo#n$ anot er partner after it

$eal 'it Ra%mon$ fell t ro#* in 2 @ an$ all of it tan$alone tore 'ere #t

$o'n.

T e Scotti ran$ !rin*le an$ it In$ian licencee $i$ not rene' t eir

a*reement #pon it e7pir%. T e In$ian partner a reporte$l% i*ne$ an a*reement to

la#nc anot er international ran$ in In$ia8 ' ile !rin*le i ai$ to ...

A people $o not li+e to e7periment too m#c 'it t eir +in ame i t e ca e

'it foot'ear. 6 en c oo in* foot'ear t e one t in* t at i mo t important i

comfort. Alt o#* 'it t e c an*in* tren$ people perception a o#t foot'ear i al o

c an*in* #t one t in* t at $oe not c an*e i t e comfort le3el pro3i$e$ % a

partic#lar ran$ of oe .

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S oe 'ere ne3er a # "ect of ma"or concern for t e common mi$$le cla

In$ian till recentl%. #e to t e emer*in* fa ion tren$ in In$ia o3er t e la t fe'

$eca$e oe a3e ecome an inte*ral part of a per onK o3erall appearance.

No'a$a% t ere are oe meant for $ifferent occa ion . T e t'o mo t famo#

cate*orie of oe are formal an$ port oe . T e port oe mar+et in In$ia i

al o 3er% i* con i$erin* t e lar*e pop#lation of %o#t in t e co#ntr%. T e top port

oe ran$ in In$ia are Ree o+8 Ni+e an$ A$i$a . T e e top oe ran$ in In$ia are

all international ran$ #t a3e o3er t e %ear capt#re$ t e In$ian mar+et

tremen$o# l%. T e% a3e penetrate$ in almo t all t e In$ian citie an$ to'n .

T e foot'ear in$# tr% in In$ia a al o 'itne e$ a i*nificant *ro't o3er t e

la t fe' %ear . #e to t e increa in* le3el of con cio# ne a o#t In$ian re*ar$in*

t e 'a% t e% loo+ $#e to t i t e clot e an$ foot'ear mar+et in In$ia a een on a

roll ince t e la t ten %ear . In$ia i one of t e ma"or *lo al oe man#fact#rer an$ i

re pon i le for c #rnin* o#t almo t 1@ ? million pair of oe ann#all%. In$ia i ai$

to e t e econ$ lar*e t oe man#fact#rer onl% after - ina. One of t e ma"or

rea on for oomin* foot'ear in$# tr% in In$ia i t e a3aila ilit% of c eap la or an$

a #n$ant ra' material . In$ia i al o one of t e i**e t *oo$ J#alit% leat er e7porter

in t e 'orl$.

Since oe are not o#* t e3er% $a% t e one t in* t at i mo t important

' ile p#rc a in* oe i it J#alit%. !eople no'a$a% are mi7in* comfort 'it t e

emer*in* fa ion tren$. A oe alon* 'it ein* comforta le al o a to e 3i #all%

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appealin*. Some of t e Top S oe Bran$ in In$ia are Re$ Tape8 &lor eim8 a or8

Salaman$er8 -lar+ 8 an$ St. Mic eal . T e e top oe ran$ in In$ia are +no'n for

t eir $#ra ilit%8 #perior alance an$ *rip an$ enormo# collection of t%li oe

for ot men an$ 'omen. T e% are al o ma$e o#t of t e fine t of leat er an$ are al o

price$ mo$eratel%.

08 N 3"2!&0 " 'n Jul 27, 2010

In$ia i emer*in* a a ma"or foot'ear mar+et 'it t e ri in* a'arene of

fa ion in t e co#ntr%. T e foot'ear mar+et i $ri3en % increa in* $i po a le income

an$ 'illin*ne to pen$ on acce orie amon* con #mer . Man% *lo al pla%er are

*ra$#all% enterin* t e mar+et e%ein* it lar*e potential an$ f#t#re cope of profit.

T e report e*in 'it an intro$#ction to t e foot'ear mar+et incl#$in* t e

mar+et ize an$ *ro't 8 3ol#me are an$ t e are of 3ario# cate*orie of foot'ear

ol$. It f#rt er o' o3erall import an$ e7port of foot'ear a 'ell a t e e*mente$

are for ma"or co#ntrie . An anal% i of t e $ri3er e7plain *ro't factor #c

*ro't in income an$ increa in* fa ion con cio# ne amon* con #mer 8 increa in*

or*anize$ retail pace8 ri in* international $eman$ for leat er foot'ear8 a3aila ilit% of

+ille$ manpo'er an$ a #n$ance of ra' material. T e +e% c allen*e i$entifie$

incl#$e affor$a ilit% an$ import from - ina. T e report i$entifie t e +e% tren$

incl#$in* forei*n ran$ enterin* t e mar+et8 In$ia emer*in* a t e oe

man#fact#rin* # 8 apparel ran$ enterin* t e foot'ear mar+et an$ man#fact#rin*

t erape#tic oe . -ompetition ection pro3i$e a nap ot of t e pla%er in t e

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mar+et incl#$in* information re*ar$in* t eir operational e*ment 8 # ine

i* li* t an$ financial 8 pro3i$in* an in i* t into t e e7i tin* competiti3e cenario.

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CHAPTER -

OBJECTI ES OF STUDY

&i7in* t e o "ecti3e i li+e i$entif%in* t e tar. T e o "ecti3e $eci$e ' ere 'e

'ant to *o8 ' at 'e 'ant to ac ie3e an$ ' at i o#r *oal or $e tination.

1. T' "3#d8 37 2#"3'5 ! $ !2 $3&'n = 1 1! n "" 3' 1!d" 37 In3 !n13&'n19

F''3 1! 0!1nd" ' $#51*

2. To fin$ t e le3el of c# tomer ati faction for International &oot'ear ran$ in

t e In$ian Mar+et .

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CHAPTER .

RESEARCH METHODOLOGY

Re earc met o$olo*% in a 'a% i a 'ritten *ame plan for con$#ctin*re earc . Re earc met o$olo*% a man% $imen ion . It incl#$e not onl% t e

re earc met o$ #t al o con i$er t e lo*ic e in$ t e met o$ # e$ in t e conte7tof t e t#$% an$ complain ' % onl% a partic#lar met o$ of tec niJ#e a een # e$.T e a ic ta + of re earc i to *enerate acc#rate information for # e in $eci ionma+in*. Re earc can e $efine$ a t e % tematic an$ o "ecti3e proce of *at erin*8recor$in* an$ anal%zin* $ata for ai$ in ma+in* # ine $eci ion .METHODOLOGY ADOPTED :, T i re earc i aime$ at t#$%in* t e f#t#re of

clo#$ a er3ice for In$ian otel in$# tr%.

RESEARCH DESIGN:- T e re earc $e i*n # e$ in t i t#$% 'a ot

[ e cripti3eK an$ [e7plorator%K.

DATA COLLECTION METHODS:

T e $ata 'ill e collecte$ # in* ot % primar% $ata collection met o$ a

'ell a econ$ar% o#rce .

PRIMARY DATA : Mo t of t e information 'ill e *at ere$ t ro#* primar%

o#rce K. T e met o$ t at 'ill e # e$ to collect primar% $ata are:

a) D#e tionnaire

) Inter3ie'

SECONDARY DATA : T e " 2'nd1!8 d131 'ill e collecte$ t ro#* :

?5


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a) Te7t Boo+

) Ma*azine

c) Wo#rnal

$) Internet

SAMPLE SIZE : 1

SAMPLING TECHNI UE: ,

T7 " 9 23&'n ' ! "$'nd n3" 1" d'n 'n 37 01"&" ' 2'n% n& n2 "15$9&n6

(N'n- P!'010&9&38)*

STASTICAL TOOLS:

T e tool # e$ in t i t#$% 'ere MS,E -EL8 MS,6OR . MS,E -EL 'a

# e$ to prepare pie, c art an$ *rap . MS,6OR 'a # e$ to prepare or 'rite t e

' ole pro"ect report.

METHOD USE TO PRESENT DATA:

ata Anal% i 9 Interpretation 0 -la ification 9 ta #lation tran form t e ra'

$ata collecte$ t ro#* J#e tionnaire in to # ef#l information % or*anizin* an$

compilin* t e it of $ata containe$ in eac J#e tionnaire i.e.8 o er3ation an$

re pon e are con3erte$ in to #n$er tan$a le an$ or$erl% tati tic are # e$ to

or*anize an$ anal%ze t e $ata:

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Simple ta #lation of $ata # in* tall% mar+ .

-alc#latin* t e percenta*e of t e re pon e .

&orm#la # e$ \ (name of re pon e total re pon e ) ] 1

REPORT WRITING AND PRESENTATION

Report Encompa e 0 - art 8 $ia*ram

AREA OF STUDY:

International foot'ear ran$ (!#ma)

LIMITATION OF THE STUDY:

T e report ma% e eneficial to compan%. B#t t ere are ome limitation of t e t#$%:,

T e ize of t e re earc ma% not e # tantial an$ it i limite$ to area.

T ere ma% e lac+ of time on t e part of re pon$ent .

T ere ma% e ome ia information pro3i$e % compan% profe ional .

A onl% in*le area are #r3e%e$ or co3ere$. It $oe not repre ent t e o3erall

3ie' of eac fiel$.

It i 3er% m#c po i le t at ome of t e re pon$ent ma% a3e *i3en t e

incorrect information.

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CHAPTER .

DATA ANALYSIS AND INTERPRETATION

ata anal% i refer to collection of or*anize information # #all% anal% i t e re #lt of

e7perience8 o er3ation or e7periment8 or a et of premi e . T i ma% con i t of

n#m er8 'or$ or ima*e 8 partic#lar a mea #rement or o er3ation of et of 3aria le

interpretation i a comm#nication.

/* D' 8'# 16! 3713 P#51 ''3 1! &" 6''d 2'5$1! 3' 1n8 '37 ! &n3 !n13&'n19

0!1nd

TABLE -/

C!&3 !&1 F! # n28 P !2 n316

Stron*l% A*ree 2 2

A*ree 2? 2?

i a*ree ? ?

Stron*l% i a*ree

Ne#tral /5 /5

ANALYSIS = INTERPRETATION

A per o'n in t e a o3e pie *rap 8 /5 of re pon$ent Ne#tral t at !#ma foot'ear

i *oo$ compare to an% ot er international ran$8 2? of re pon$ent ai$ a*ree8 2

?


69/83

of re pon$ent tron*l% a*ree8 ? of re pon$ent ai$ $i a*ree an$ 2 of re pon$ent

ai$ tron*l% $i ati fie$.

?C


70/83

@* D' 8'# 9 P#51 &" 2'n% n& n3 1nd 37 0 "3 $912 '! $#!271"&n6

7 n &n 5 !6 n28 R13 37 6&% n "313 5 n3*

TABLE . @

C!&3 !&1 F! # n28 P !2 n316Stron*l% a*ree 1/ 1/

A*ree /? /?

Ne#tral 2/ 2/

i a*ree @ @

Stron*l% i a*ree

.


A per o'n in t e a o3e pie *rap 8 /C of re pon$ent feel a*ree t at !#ma i

con3enient an$ t e e t place for p#rc a in* ' en in emer*enc%8 2@ of re pon$ent

Ne#tral8 15 of re pon$ent Stron*l% a*ree8 @ of re pon$ent i a*ree an$ of

re pon$ent ai$ tron*l% $i a*ree.

.

* W78 d' 8'# $! ! In3 !n13&'n19 ''3 1! 0!1nd"

TABLE .

C!&3 !&1 F! # n28 P !2 n316

D#alit% ? ?

-omfort 22 22

@


71/83

e i*n

-# tomer ati faction

!rice / /


A per o'n in t e a o3e pie *rap 8 ? of re pon$ent feel J#alit% prefer

International foot'ear ran$ 8 of re pon$ent feel e i*n prefer International

foot'ear ran$ 8 22 of re pon$ent feel -omfort8 of re pon$ent feel -# tomer

ati faction8 an$ onl% 2 of re pon$ent feel !rice.

/?* H' 5#27 8'# "13&" 8 &37 37 #"16 ' In3 !n13&'n19 ''3 1! 0!1nd" ' P#51

TABLE . /?

C!&3 !&1 F! # n28 P !2 n316

Stron*l% Sati fie$ 2 2

Sati fie$ /? /?

Ne#tral 2/ 2/

i ati fie$ ? ?

Stron*l% i ati fie$ / /

@1


72/83


A per o'n in t e a o3e pie *rap 8 /? of re pon$ent ati f% 'it t e # a*e of

International &oot'ear ran$ of !#ma8 2 of re pon$ent Stron*l% Sati fie$ 'it t e

# a*e of International &oot'ear ran$ of !#ma8 2/ of re pon$ent Ne#tral 8 of

re pon$ent i ati fie$8 an$ onl% / of re pon$ent Stron*l% i ati fie$.

@2


73/83

/ * H' 9&; 98 1! 8'# 3' ! 2'55 nd P#51 ''3 1! 0!1nd" 3' 1 !& nd

'! 2'99 16#

TABLE -/

C!&3 !&1 F! # n28 P !2 n316

Per% Li+el% 2 2

Some' at Li+el% /2 /2

Neit er Li+el% norFnli+el%

1 1

Some' at Fnli+el%

Per% Fnli+el%


A per o'n in t e a o3e pie *rap 8 /2 of re pon$ent ome' at li+el% to recommen$

!#ma foot'ear ran$ to a frien$ or collea*#e8 2 of re pon$ent Per% Li+el% to

recommen$ !#ma ran$ to a frien$ or collea*#e8 1 of re pon$ent Neit er Li+el% nor8

an$ of re pon$ent Some' at Fnli+el%.

CHAPTER .

FINDINGS AND RECOMMENDATION

@


74/83

T e fin$in* of t e t#$% of STUDY OF INTERNATIONAL FOOTWEAR

BRANDS IN THE EMERGING INDIAN MARKETS: A CASE STUDY OF

PUMA +*

1. A per t e o#tcome of t e t#$% /5 of re pon$ent Ne#tral t at !#ma

foot'ear i *oo$ compare to an% ot er international ran$8 2? of re pon$ent

ai$ a*ree8 2 of re pon$ent tron*l% a*ree8 ? of re pon$ent ai$ $i a*ree

an$ 2 of re pon$ent ai$ tron*l% $i ati fie$.

2. A per t e o#tcome of t e t#$% @ of re pon$ent a3e een p#rc a in* t e

!#ma item from la t 1, %ear .

. A per t e o#tcome of t e t#$% / of re pon$ent t in+ recall an% anner a$

relate$ to partic#lar Bran$ an$ ?? of re pon$ent $onKt t in+ li+e t at.

/. &rom t e o#tcome of t e t#$% 5 of re pon$ent feel o#t i$e an o#tlet t e%

ee partic#lar ran$8 2/ of re pon$ent ee t i in Ma*azine8 of

re pon$ent on TP8 ? of re pon$ent on Internet an$ / of re pon$ent ee t i

ran$ on Bill oar$.

5. /C of re pon$ent feel a*ree t at !#ma i con3enient an$ t e e t place for

p#rc a in* ' en in emer*enc%8 2@ of re pon$ent Ne#tral8 15 of

re pon$ent Stron*l% a*ree8 @ of re pon$ent i a*ree an$ of re pon$ent

ai$ tron*l% $i a*ree

@/


75/83

?. ? of re pon$ent feel J#alit% prefer International foot'ear ran$ 8 of

re pon$ent feel e i*n prefer International foot'ear ran$ .

@. /? of re pon$ent ati f% 'it t e # a*e of International foot'ear ran$ of

!#ma 8 2 of re pon$ent Stron*l% Sati fie$ 'it t e # a*e of International

ran$ of !#ma 8 2/ of re pon$ent Ne#tral 8 of re pon$ent i ati fie$8

an$ onl% / of re pon$ent Stron*l% i

International Business_project Report

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