Sports Shoe

download Sports Shoe

If you can't read please download the document

  • date post

    18-Nov-2014
  • Category

    Documents

  • view

    115
  • download

    1

Embed Size (px)

description

Consumer behavior project on Sports Shoe

Transcript of Sports Shoe

CONTENTS

CHAPTER ONE: INTRODUCTION 1. 2. 3. 4. A brief History of the Sports Shoes Specific Sports Shoes Introduction to certain sports shoes brands Objective of the project

04-10 05 05-06 06-10 10 11-12 12 12 12 12 12 12 13-21 13-20 21 22-24

CHAPTER TWO: METHODOLOGY 1. 2. 3. 4. 5. 6. Research design Data collection sources Data collection methods and instruments Analysis technique and procedure Sampling plan Limitation of the study

CHAPTER THREE: FINDINGS AND ANALYSIS 1. Findings and analysis 2. The overall Analysis

CHAPTER FOUR: CONCLUSION AND RECOMMENDATIONS 1. Conclusion 2. Recommendation CHAPTER FIVE: BIBLIOGRAPHY 1. Bibliography 2. Questionnaire 23 24 25-27 25 26-27

Buying Behavior of Branded Sports Shoes

1

Acknowledgement We would like to take this opportunity to thank Ms. Shailaja Manocha (faculty, EMPI B School) for her generosity in giving us to do project to find out the consumer buying behavior. I think her guidance shown us the path to work and grow in the career. The knowledge we gained during project is definitely going to help us a lot and the overall learning will be valuable till long. Sincerely (Chandan Kumar) Group Leader

Buying Behavior of Branded Sports Shoes

2

INTRODUCTION

Buying Behavior of Branded Sports Shoes

3

A Brief History of the Sports shoesThe rubber-soled plimsolls were traditionally worn in PE lessons throughout most schools in Europe. 'You could have any colour you liked as long as it was black or white'. These have been replaced by air cushioned, gel filled capsules with superior technical performance. They come in a variety of colours, shapes and forms and are purchased as much for their appearance as their performance. The groundbreaking manufacturing technique that allowed the development of the plimsoll was called vulcanizations, which is still used today. This process uses heat to meld rubber and cloth together. Sulphur is used during the process. Plimsolls were revolutionary at the time as they provided comfort, were lightweight and allowed the user to move around silently. Plimsolls became known as sneakers and were sold on a mass scale by the Keds Shoe Company in America as early as 1917. Spike shoes You may think that spiked running shoes are a relatively new invention but they have been around for at least a 100 years. In 1890's a British company, which is now called Reebok created running shoes with spikes in them. The spiked shoe was developed out of necessity. The founder of the company enjoyed running and wanted to develop a shoe that would increase his speed. In 1925 a company called Adi Dassler now known as Adidas created a range of shoes with hand-forged spikes. They offered a range of shoes for different distances. The company used the strongest and lightest materials available at the time to make the running shoes. The involvement of science and technology In the 1970's sports shoe manufacturers employed experts to conduct research into how humans run. They also investigated the shock effect to the body caused by the collision between the feet and the ground. Their finding helped to develop new, improved sports shoes. Their research found three types of running styles: Neutral: This is where the heel of the runner makes contact with the ground and the foot travels in a straight line as it moves forward. Pronation: This where the heel hits the ground but this time the foot moves to the side as it travels forward. It refers to the inward roll of the foot. Supenation: This is where the heel hits the ground and the foot rolls outward.

Buying Behavior of Branded Sports Shoes

4

Buying Behavior of Branded Sports Shoes

5

Specific sports shoes High Jump This type of shoe has a much thicker sole. This gives maximum support and comfort. The shoe is light and flexible which helps the athlete achieve speed over a short distance before jumping. This shoe has to have spikes. The spikes at the front help the athlete to gain speed in the run-up. The four spikes t the heel provide grip when the athlete takes off. Javelin

QuickTime and a decompressor are needed to see this picture.

QuickTime and a decompressor are needed to see this picture.

This type of shoe has to be robust and durable. Athletes drag their feet along the ground during the throw. As a result the shoe has to be made from a tough, hardwearing material. Support is crucial. Javelin shoes look more like boots with protection around the ankle. Most of them feature strapping. This prevents the foot from moving in the shoe.

Jumps and pole vault

Buying Behavior of Branded Sports Shoes

6

QuickTime and a decompressor are needed to see this picture.

These events require speed both on the ground and in the air. In most cases straps have replaced the laces. The sole tends to be both firm and flexible allowing extra bounce in the jump. The spikes are once again very important. They provide the grip before the jump. Notice the spikes tend to be just at the front of the shoe. The Throws

QuickTime and a decompressor are needed to see this picture.

The shoe has to allow the athlete to throw and spin. A hooked strap over the toe helps to prevent the feet from moving sideways during the build up to the throw.These types of shoes do not have spikes but have a hard sole. This lengthens the lifespan of the shoe. The sole tends to have circular grooves on the balls of the feet. These help the athlete to spin Sprinting

QuickTime and a decompressor are needed to see this picture.

This type of shoe has to be lightweight and offer flexibility at the front. They all tend to have spikes, which are located at the front. They are able to cope with lots of different types of surfaces. Most Olympic Athletes have their shoes specially made.Buying Behavior of Branded Sports Shoes

7

Long Distance

QuickTime and a decompressor are needed to see this picture.

These shoes have to be both durable and flexible. Comfort is a real priority, also this about the sweat factor. A mesh is sometimes added in the upper part of the shoe to allow the foot to breathe. The cushioning is also very important. Spikes are sometimes added but are not essential.

Introduction to certain sports shoes brandAdidasQuickTime and a decompressor are needed to see this picture.

Type Founded Founder(s) Headquarters Industry Products Revenue Operating income Profit Employees Fila

Public 1924 Adolf Dassler Herzogenaurach, Germany Designing and Manufacturing Footwear, Sportswear, Sports equipment, Toiletries 15.6 billion (2008) 1.5 billion (2008) $933 million (2008) 38,980 (2008)

QuickTime and a decompressor are needed to see this picture.

Type Founded Headquarters Industry Products Nike

Private Italy in 1911 Seoul, South Korea Textile Athletic shoes, Inline skates, apparel, accessories

Buying Behavior of Branded Sports Shoes

8

QuickTime and a decompressor are needed to see this picture.

Type Founded Founder(s) Headquarters Industry Products Revenue Operating income Net income Total assets Total equity Employees PumaQuickTime and a decompressor are needed to see this picture.

Public 1972 William J. "Bill" Bowerman, Philip H. Knight Beaverton, Oregon, United States Designing and Manufacturing: Sportswear, Sports equipment Athletic shoes, Apparel, Sports equipment, Accessories US$ 18.627 billion (2008) US$ 2.199 billion (2007) US$ 1.883 billion (2008) US$ 12.443 billion (2008) US$ 7.825 billion (2008) 30,200 (2008)

Type Founded Founder(s) Headquarters Industry Products Revenue Employees Reebok

Limited 1924 Rudolf Dassler Herzogenaurach, Germany Designing and Manufacturing Footwear, Sportswear, Sports goods and Fashion accessories 2,373.5 million (2007) 9,204 (2007)

QuickTime and a decompressor are needed to see this picture.

Type Founded Headquarters Industry Products

Subsidiary of Adidas Bolton, England (1895) Canton, Massachusetts, U.S. Sportswear and Sports Goods Footwear, Accessories, Sportswear

Buying Behavior of Branded Sports Shoes

9

Segmentation, Target Audience and PositioningCommon Segmentation to Reebok, Nike, Puma, Adidas in India Geographic Segmentation: Region City size Density of area Demographic Segmentation Age Sex Income household Education Occupation Psychological Segmentation Need motivation Personality Learning involvement Attitude Psychographic Segmentation Lifestyle User Related Segmentation Awareness Status Brand loyalty Sociocultural Segmentation Social Class Target Audience Kids, youth mainly, and professional from metro, class1 & 2 cities having household income not less than 15,000/month. Positioning Adidas Reebok Nike Puma Leading technology and Cutting edge design Creativity and Design Design Quality All class 1& class 2 Urban & Suburban Above 12 Both Above 15,000 per month Above high school. But also for Kids Students, Professional Sense of belonging, love apart from basic need Extroverts, innovators, novelty seeker in India High Positive Enthusiasts Aware, Enthusiastic, Interested Some Upper, Upper middle, middle-middle

Buying Behavior of Branded Sports Shoes

10

Need

QuickTime and a decompressor are needed to see this picture.

Branded sports shoes in India

Objective of the Project To study the branded sports shoes buying behavior by Indians.

Buying Behavior of Branded Sports Shoes

11

METHODOLOGY

Buying Behavior of Branded Sports Shoes

12

Research Design Here we followed descriptive and diagnostic research study method. Data Collection Source I collected all the primary data from various sources like reaching the respon