Download - Sports Shoe

CONTENTS

CHAPTER ONE: INTRODUCTION 04-10

1. A brief History of the Sports Shoes 052. Specific Sports Shoes 05-063. Introduction to certain sports shoes brands 06-104. Objective of the project 10

CHAPTER TWO: METHODOLOGY 11-12

1. Research design 122. Data collection sources 123. Data collection methods and instruments 124. Analysis technique and procedure 125. Sampling plan 126. Limitation of the study 12

CHAPTER THREE: FINDINGS AND ANALYSIS 13-21

1. Findings and analysis 13-202. The overall Analysis 21

CHAPTER FOUR: CONCLUSION AND RECOMMENDATIONS 22-24

1. Conclusion 232. Recommendation 24

CHAPTER FIVE: BIBLIOGRAPHY 25-27

1. Bibliography 252. Questionnaire 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


INTRODUCTION


A Brief History of the Sports shoes

The 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 'You could have any colour you liked as long as it was black or white'.These have been replaced by air cushioned, gel filled capsules with superior technical performance.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.


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.

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



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



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 spinSprinting




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.

Long Distance



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 brand

Adidas



Type Public Founded 1924 Founder(s) Adolf DasslerHeadquarters Herzogenaurach, GermanyIndustry Designing and ManufacturingProducts Footwear, Sportswear, Sports equipment, ToiletriesRevenue 15.6 billion (2008)Operating income 1.5 billion (2008)Profit $933 million (2008)Employees 38,980 (2008)

FilaQuickTime™ and a decompressor


Type PrivateFounded Italy in 1911Headquarters Seoul, South KoreaIndustry Textile


Products Athletic shoes, Inline skates, apparel, accessories

Nike



Type Public Founded 1972Founder(s) William J. "Bill" Bowerman, Philip H. KnightHeadquarters Beaverton, Oregon, United StatesIndustry Designing and Manufacturing: Sportswear, Sports equipmentProducts Athletic shoes, Apparel, Sports equipment, AccessoriesRevenue US$ 18.627 billion (2008)Operating income US$ 2.199 billion (2007)Net income US$ 1.883 billion (2008)Total assets US$ 12.443 billion (2008)Total equity US$ 7.825 billion (2008)Employees 30,200 (2008)Puma



Type LimitedFounded 1924 Founder(s) Rudolf DasslerHeadquarters Herzogenaurach, GermanyIndustry Designing and ManufacturingProducts Footwear, Sportswear, Sports goods and Fashion accessoriesRevenue €2,373.5 million (2007)Employees 9,204 (2007)

Reebok QuickTime™ and a

decompressorare needed to see this picture.

Type Subsidiary of Adidas Founded Bolton, England (1895)Headquarters Canton, Massachusetts, U.S.Industry Sportswear and Sports GoodsProducts Footwear, Accessories, Sportswear


Segmentation, Target Audience and Positioning

Common Segmentation to Reebok, Nike, Puma, Adidas in India

Geographic Segmentation: Region AllCity size class 1& class 2Density of area Urban & Suburban

Demographic SegmentationAge Above 12 Sex BothIncome household Above 15,000 per monthEducation Above high school…. But also for KidsOccupation Students, Professional

Psychological SegmentationNeed motivation Sense of belonging, love apart from basic need Personality Extroverts, innovators, novelty seeker in IndiaLearning involvement HighAttitude Positive

Psychographic SegmentationLifestyle Enthusiasts

User Related SegmentationAwareness Status Aware, Enthusiastic, InterestedBrand loyalty Some

Sociocultural SegmentationSocial Class Upper, Upper middle, middle-middle

Target Audience

Kids, youth mainly, and professional from metro, class1 & 2 cities having household income not less than 15,000/month.

Positioning

Adidas Leading technology and Cutting edge designReebok Creativity and DesignNike DesignPuma Quality


Need

Objective of the Project

To study the branded sports shoes buying behavior by Indians.




Branded sports shoes in India

METHODOLOGY


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 respondents at their hostel, meeting staffs and faculty, and approaching a few respondents outside the campus.

Data Collection Methods and Instruments

All the primary data was collected by survey following questionnaire and interview method. Both qualitative and quantitative data were collected by the same means.

Analysis Technique and Procedures

Pie chart is used to interpret data along with structured tables. We have used MS Excel software for this purpose also.

Sampling Plan

Type of universe

New Delhi, India

Sampling unit

Students, faculty, staff and visitors at EMPI B School

Sample size

Finite number of sample has been chosen that is 70.

Limitations of the study

A survey should involve a larger sample size otherwise the findings of the survey cannot be generalized.


FINDING AND ANALYSIS


Which brand do you prefer the most?

Adidas

Reebok Nike

Puma Bata Others

0

5

10

15

20

25

30

Brand Name

Respondent

Series1 12 26 25 2 3 4

Adidas Reebok Nike Puma Bata Others

Interpretation:The above chart shows that most of the consumers have preferred Nike and Reebok. These two have combined more than half the market share.

Are you satisfied with the quality of preferred brand?


Yes74%

No26%

Are you satisfied with the price range of your preferred brand?

Yes94%

No6%

Y

Perceptual Map

High Price

Low quality High Quality


Puma

Nike

AdidasReebok

Low Price

If the price range of your preferred brand increases what will be your buying decision?

33

26

11

0

5

10

15

20

25

30

35

will buy samebrand

Switch tochaeper brand

Buy any other

Interpretation: here about 45% respondents say that they will buy the same irrespective of the price change. These customers are loyal to the brand.

How do you get knowledge about available product?

25

12

6

22 22

05

101520

2530

TV CommercialPrint media

InternetStore visit

Word to mouth


What do you consider the importance of sports shoes?

46

2217

62

05

101520253035404550

Confort Durability Fashion Sport Other

What factor/s influence you to to for a particular brand?

8

1713

5

2831

0

5

10

15

20

25

30

35

Price

DurabilityFashion Variety Quality comfort

Interpretation: The above two chart shows that it is high involvement product and buyers are rational. Buyers are also fun driven. Sports shoes are very less the part of sports, it is now something different like fashion or joy. Buyers are ego personality. Nike is id driven.Buyers are compliant and aggressive as well.


Consumer innovativeness is moderate.

Who influence your decision in buying the sports shoes?

10 96

47

05

101520253035404550

FamilyMembers

Friends Store SalesExec.

Self

Interpretation: it shows that consumers are high NC and inner directed.

Do you normally switch over the brand?

Yes 43%

No57%

Interpretation: here 57% consumers show true loyalty


Why do you switch brand?

12

6

26

9

4

0

5

10

15

20

25

30

PriceChange

Adv

BetterOffer AvalibilityOther

What is/are the promotional tool you prefer the most?

3 5

51

11

10

10

20

30

40

50

60

LuckyCoupon

FreeGift Discount Buy1Get1 Others


Is there any impact of celebrities on your buying decision?

Yes23%

No77%

Will you buy any other brand with more or less same quality with low price?

Yes57%

No43%

Interpretation: Price is the Determinant Criteria for 57 % people.


The Overall Analysis

Consumers are inner directed, detached personality, Id driven, Open minded, high innovativeness, and in the introductory stage of Product Life Cycle. They are rational buyers. Their threshold limit towards innovativeness is high so they possess high OSL. Dogmatism is low in buyers.

Brand personality is Excitement.Consumer posses’ ideal self image.Inconclusive- here consumer wants to see that Nike or others high branded sports shoes are not for sports. Favorable Attitude

Branded Shoes

Unfavorable Attitude

Opinion Leaders are seen in huge number suggesting someone to buy sports shoes.

Buying Behavior of Branded Sports Shoes

B A

C D

23

High FamiliarityLow Familiarity



Buyers still belong to innovator and early adopter categories.

CONCLUSION AND RECOMMENDATION


Sports Shoes branded

Conclusion

From the above findings there are so many things to conclude with respect to the branded sports shoes in India. Like ……

1. Branded sports shoes mainly targeted to youth who are fun loving extrovert and enthusiastic

2. Price range fits well according to Indian customers3. Most of the customers have full faith on the quality of the brand and they don’t

find any problem in this.4. Adidas, Reebok, Puma and Nike capture more than 90% market. Alone Reebok

and Nike capture more than half market.5. Youth prefers visit to get knowledge about the product. They also acquire

knowledge through other means like TV commercial, Print media, Internet etc6. Sports shoes are not for sports in India this is now matter of fashion and style7. Buyers are rational and they search a lot before buying a shoe. They also get

influenced by some opinion leader and also play as opinion leader.8. Buyers are innovative and have very low brand loyalty9. Customers want quality that is bundle of benefit and they switch brand mainly

because of price and offer.


Recommendation1. India customers are price sensitive so in order to increase sale some lucrative

offer like discount since majority of customers have favored this promotional tool, should be introduced.

2. There should be no play with quality in order to reduce price since majority care about quality more than price.

3. Customers want to associate her with the brand and they don’t feel more impact of celebrities on her buying decision. So there is fewer need of going for ad involving high profile celebrity. In stead some favorable should be done directly to the customer.

4. Purchasing power of Indian customers are going up so it need to expand geographically.


BIBLIOGRAPHY


1. Kothari, C.R., Research Methodology, 2nd ed., New Delhi: New Age International Publishers., 2004.

2. Malhotra, K Naresh., Marketing Research, 5th edition.,New Delhi: Pearson Education., 2009.

3. Kotler, Philip., Keller, Lane Kevin., Koshy, Abraham., and Jha, Mithileshwar., Marketing Management, 13th edition., New Delhi: Pearson Education., 2009.

4. Schiffman, G Leon., Kanuk, Lazar Leslie., Consumer Behavior, 9th edition., New Delhi: Pearson Education., 2009.

5. www.design-technology.org/sportsshoes1.htm

6. www.sportsshoes.com/


http://www.sportsshoes.com/

http://www.design-technology.org/sportsshoes1.htm

ENTREPRENEURSHIP AND MANAGEMENT PROCESSES INTERNATIONAL

BUSINESS SCHOOL

CSKM EDUCATIONAL COMPLEX SATBARI, CHHATARPUR, NEW_DELHI – 110074 (INDIA)

Ph: 011-2665 3764, Fax: 011-26654422 E-mail: [email protected] ______ Website: www.empiindia.com

Buying Behavior of Sports Shoes1. Have you ever bought any branded sports shoe for yourself?

a. Yes……… continueb. No. ……… Terminate

2. Which brand do you prefer the most?a. Adidasb. Reebokc. Nike

d. Pumae. Jordanf. Fila

g. Others____________________________(please name)3. Are you satisfied with the quality of your preferred brand?

a. Yes b. No4. Are you satisfied with the price range of your preferred shoes?


http://www.empiindia.com/

mailto:[email protected]

a. Yes b. No5. If the price range of your preferred brand increase what will be your buying

decision?a. I will buy the same brandb. I will switch to another relatively cheaper brandc. I will buy any other but not this brand

6. How do you get knowledge about available products?a. Television commercialsb. Print media

c. Internetd. Store visits

e. Word of mouth7. How do you consider the importance of sports shoes?

a. Comfortb. Durability

c. Style and fashiond. Sports use

e. Others8. What factors influence you to go for a particular brand?

a. Priceb. Durabilityc. Fashion

d. Varietye. Qualityf. Comfort

g. Others____________________________(please name)9. Who influences your decision in buying a sport shoe?

a. Family memberb. Friends

c. Store sales executived. I take decision myself

10. Do you normally switch over other brand?a. Yes b. No

11. Why do you switch brand?a. Price changeb. New advertisement

c. Better offerd. Availability

e. Others____________________________(please name)12. What is the promotional tool you prefer the most?

a. Lucky couponb. Free gifts

c. Discountd. Buy one and get one free or likewise

e. Others____________________________(please name)13. Is there any impact of celebrities on your buying decision?

a. Yes b. No14. Will you buy any other brand with more or less same quality with low price?

a. Yes b. No

Personal informationName: ______________________________Age: ______________________________Occupation: ______________________________Total household income: Rs __________________________(Approximately per month) Contact No: ______________________________Email ID: ______________________________


Disclaimer: This questionnaire is for study purpose only. It can’t be misused by anyway

Signature (Surveyor)


Study on Buying Behavior of Sports Shoes 32