Market Research on Sports Shoes

Team Members:-Vishal Jadhav – 77Ankit Lodhia - 86Shobhit Bhargava - 65Yogesh Punjabi - 100

TOUR TO FOOTWEAR

• India ranks second among the footwear producing.

• Major concentration on gents footwear.

• Major production centres in India.

• Footwear industry is a significant segment of the leather

industry.

• Key players in Indian Footwear market.

• The Indian footwear market scores over other footwear

markets as it gives benefits like low cost of production,

abundant raw material, and has huge consumption market.

• Chennai Leather research Institute & Footwear, design &

Development Institute.

INTRODUCTION

50 percent of the total domestic production is exported.

The Indian footwear market is expected to worth INR 475 bn by

2025, representing a compounded annual growth rate of 7%

MARKET VALUE

OBJECTIVE

Planning to come up with retail stores of various brand or get the

franchise with single brand.

Consumer Preference & Customer Attitude.

Decide the marketing strategy.

Research Methodology Primary data collection – By filling Questionnaire

Sample Size – 205

120- Hand Written

85 – Online

By Using SPSS

Frequencies

Cross Tab

Chi Square

Friedman Test

31%

20%

44%

4% 2%

% of shoes customers Purchase

Departmental Stores

Factory Outlets

Retail Stores

Unorganized Markets

No response

We will have tie ups with different health centers

and sports clubs.

We can provide sponsorship and gift vouchers to

various college events.

Promotions

OPPORTUNITY MATRIX

Importance Satisfaction

(I-S) I+(I-S)

Brand Loyal 3.49 3.54 0 3.49

Quality 4.29 4.19 0.1 4.39

Comfort 4.15 4.01 0.14 4.29

Brand Name 3.33 3.65 0 3.33

Price 3.56 3.3 0.26 3.82

18%

23%

22%

17%

20%

Opportunity Matrix

Brand Loyal

Quality

Comfort

Brand Name

Price

SURVEY ANALYSIS

Which is the most popular brand ?

What is the main purpose of wearing sports shoes?

Where to focus our branded shoes “NIKE”

Which age group and gender to target ?

Why do people prefer buying branded shoes?

How much customers pay for branded shoes?

HO: PRICE IS INDEPENDENT OF FAMILY MONTHLY INCOMEHA: PRICE IS DEPENDENT OF FAMILY MONTHLY INCOME

LEVEL OF SIGNIFICANCE: 0.05

THUS, 0.009 < 0.05, SO WE REJECT THE HYPOTHESIS AND CONCLUDE THAT PRICE IS DEPENDENT OF FAMILY MONTHLY INCOME.

CHI SQUARE TEST

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 21.887a 9 .009

Likelihood Ratio 24.661 9 .003

Linear-by-Linear Association 3.372 1 .066

N of Valid Cases 205

a. 4 cells (25.0%) have expected count less than 5. The minimum expected count is 1.62.

FRIEDMAN TEST

HO: THERE IS NO SPECIFIC PREFERENCE FOR THE BRANDSHA: THERE IS SPECIFIC PREFERENCE FOR THE BRANDS

LEVEL OF SIGNIFICANCE:0.05

THUS, 0.000<0.05, SO WE REJECT THE HYPOTHESIS AND CONCLUDE THAT NIKE IS THE MOST PREFERRED BRAND FOLLOWED BY REEBOK, ADIDAS & SO ON….

Ranks

Mean Rank

Rank_of_Nike 2.07

Rank_of_Reebok 2.66

Rank_of_Puma 3.73

Rank_of_Adidas 2.69

Rank_of_Woodland 4.51

Rank_of_bata 5.35

DIAGNOSIS

• From the survey analysis, we come to know that Branded shoes are being preferred out of which Nike is most popular as compared to the other brands.

• The main target of age group will be “below 25” and “25-45”.

• Most of the respondents prefer to wear branded shoes for daily use and sports activity [gym].

• Respondents purchase new pair of branded shoes every 12- 15 months and they purchase it mostly from retail stores.

• Quality is the most important & satisfying factor while purchasing any branded shoes.

• Respondents are ready to pay anywhere between Rs.1500 to Rs. 5000 for a pair of branded shoes.

• People like to try out new & different designs in branded shoes as they would welcome new styles on the basis of trend change.

CONCLUSION

• According to the research conducted, we would start with acquiring Franchisee from Nike as it is most popular among all the brands.

• We would have the range of different & new designs of sports shoes for males as well as females for the age group between “18-25” and “25-45”.

• We would price the products between the range of Rs.1500- Rs.3000

• We would see that the latest trend is available at our retail store.

THANK YOU…!!!

Questions..??