CONTENTS

CHAPTER ONE: INTRODUCTION 04-10

1. A brief History of the Sports Shoes 05

2. Specific Sports Shoes 05-06
3. Introduction to certain sports shoes brands 06-10
4. Objective of the project 10

CHAPTER TWO: METHODOLOGY 11-12

1. Research design 12
2. Data collection sources 12
3. Data collection methods and instruments 12
4. Analysis technique and procedure 12
5. Sampling plan 12
6. Limitation of the study 12

CHAPTER THREE: FINDINGS AND ANALYSIS 13-21

1. Findings and analysis 13-20

2. The overall Analysis 21

CHAPTER FOUR: CONCLUSION AND RECOMMENDATIONS 22-24

1. Conclusion 23
2. Recommendation 24

CHAPTER FIVE: BIBLIOGRAPHY 25-27

1. Bibliography 25
2. 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

Buying Behavior of Branded Sports Shoes 2

INTRODUCTION

Buying Behavior of Branded Sports Shoes 3

 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These have been replaced by air cushioned, gel filled capsules with superior technical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.

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

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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

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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

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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

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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

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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

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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
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Type Public
Founded 1924
Founder(s) Adolf Dassler
Headquarters Herzogenaurach, Germany
Industry Designing and Manufacturing
Products Footwear, Sportswear, Sports equipment, Toiletries
Revenue 15.6 billion (2008)
Operating income 1.5 billion (2008)
Profit $933 million (2008)
Employees 38,980 (2008)

Fila
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Type Private
Founded Italy in 1911
Headquarters Seoul, South Korea
Industry Textile
Products Athletic shoes, Inline skates, apparel, accessories

Nike

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Type Public
Founded 1972
Founder(s) William J. "Bill" Bowerman, Philip H. Knight
Headquarters Beaverton, Oregon, United States
Industry Designing and Manufacturing: Sportswear, Sports equipment
Products Athletic shoes, Apparel, Sports equipment, Accessories
Revenue 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
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Type Limited
Founded 1924
Founder(s) Rudolf Dassler
Headquarters Herzogenaurach, Germany
Industry Designing and Manufacturing
Products Footwear, Sportswear, Sports goods and Fashion accessories
Revenue €2,373.5 million (2007)
Employees 9,204 (2007)

Reebok
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Type Subsidiary of Adidas

Founded Bolton, England (1895)
Headquarters Canton, Massachusetts, U.S.
Industry Sportswear and Sports Goods
Products Footwear, Accessories, Sportswear

Buying Behavior of Branded Sports Shoes 9

Segmentation, Target Audience and
Positioning
Common Segmentation to Reebok, Nike, Puma, Adidas in India

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

Demographic Segmentation
Age Above 12
Sex Both
Income household Above 15,000 per month
Education Above high school…. But also for Kids
Occupation Students, Professional

Psychological Segmentation
Need motivation Sense of belonging, love apart from basic need
Personality Extroverts, innovators, novelty seeker in India
Learning involvement High
Attitude Positive

Psychographic Segmentation
Lifestyle Enthusiasts

User Related Segmentation

Awareness Status Aware, Enthusiastic, Interested
Brand loyalty Some

Sociocultural Segmentation
Social 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 design

Reebok Creativity and Design
Nike Design
Puma Quality

Buying Behavior of Branded Sports Shoes 10

Need

Branded sports
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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 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.

Buying Behavior of Branded Sports Shoes 13

FINDING AND ANALYSIS

Buying Behavior of Branded Sports Shoes 14

Which brand do you prefer the most?

30 Reebok Nike
25
20
15 Adidas
10
Respondent Bata Others
5 Puma
0
Adidas Reebok Nike Puma Bata Others
Series1 12 26 25 2 3 4
Brand Name

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?

No
26%

Yes
74%

Buying Behavior of Branded Sports Shoes 15

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

No
6%

Yes
94%

Perceptual Map

High Price

Puma

Nike

Adidas
Reebok

Low quality High Quality

Low Price

Buying Behavior of Branded Sports Shoes 16

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

35 33

30 26
25
20
15 11
10
5
0
will buy same Switch to Buy any other
brand chaeper brand

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?

30 25
25 22 22
20
15 12
10 6
5
0

Internet
Print media Store visit
TV Commercial Word to mouth

Buying Behavior of Branded Sports Shoes 17

What do you consider the importance of sports shoes?

50 46
45
40
35
30
25 22
20 17
15
10 6
5 2
0
Confort Durability Fashion Sport Other

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

35 31
30 28
25
20 17
15 13
10 8
5
5
0

Price
Fashion Variety Quality comfort
Durability

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.

Buying Behavior of Branded Sports Shoes 18

Who influence your decision in buying the sports shoes?

50 47
45
40
35
30
25
20
15 10 9
10 6
5
0
Family Friends Store Sales Self
Members Exec.

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

Do you normally switch over the brand?

Yes
43%

No
57%

Interpretation: here 57% consumers show true loyalty

Buying Behavior of Branded Sports Shoes 19

Why do you switch brand?

30 26
25
20
15 12
9
10 6
4
5
0

Adv
Other
Avalibility
PriceChange BetterOffer

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

60
51
50

40

30

20
11
10 3 5
1
0
Lucky FreeGift Discount Buy1Get1 Others
Coupon

Buying Behavior of Branded Sports Shoes 20

Is there any impact of celebrities on your buying decision?

Yes
23%

No
77%

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

No
43%

Yes
57%

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

Buying Behavior of Branded Sports Shoes 21

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
B A

Low Familiarity High Familiarity

C D

Unfavorable Attitude

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

Buying Behavior of Branded Sports Shoes 22

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Sports Shoes branded

Buyers still belong to innovator and early adopter categories.

CONCLUSION AND RECOMMENDATION

Buying Behavior of Branded Sports Shoes 23

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 customers
3. 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 etc
6. Sports shoes are not for sports in India this is now matter of fashion and style
7. 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 loyalty
9. Customers want quality that is bundle of benefit and they switch brand mainly
because of price and offer.

Buying Behavior of Branded Sports Shoes 24

Recommendation
1. 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.

Buying Behavior of Branded Sports Shoes 25

BIBLIOGRAPHY

Buying Behavior of Branded Sports Shoes 26

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/

Buying Behavior of Branded Sports Shoes 27

 ENTREPRENEURSHIP AND MANAGEMENT PROCESSES
INTERNATIONAL
BUSINESS SCHOOL

CSKM EDUCATIONAL COMPLEX Ph: 011-2665 3764, Fax: 011-

SATBARI, CHHATARPUR, 26654422 E-mail:
NEW_DELHI – 110074 (INDIA) pgdbm@empi.ac.in ______ Website:
www.empiindia.com

Buying Behavior of Sports Shoes

1. Have you ever bought any branded sports shoe for yourself?
a. Yes……… continue
b. No. ……… Terminate
2. Which brand do you prefer the most?
a. Adidas d. Puma
b. Reebok e. Jordan
c. Nike f. Fila
g. Others____________________________(please name)
3. Are you satisfied with the quality of your preferred brand?
a. Yes b. No
4. Are you satisfied with the price range of your preferred shoes?
a. Yes b. No
5. If the price range of your preferred brand increase what will be your buying

Buying Behavior of Branded Sports Shoes 28

 decision?
a. I will buy the same brand
b. I will switch to another relatively cheaper brand
c. I will buy any other but not this brand
6. How do you get knowledge about available products?
a. Television commercials c. Internet
b. Print media d. Store visits
e. Word of mouth
7. How do you consider the importance of sports shoes?
a. Comfort c. Style and fashion
b. Durability d. Sports use
e. Others
8. What factors influence you to go for a particular brand?
a. Price d. Variety
b. Durability e. Quality
c. Fashion f. Comfort
g. Others____________________________(please name)
9. Who influences your decision in buying a sport shoe?
a. Family member c. Store sales executive
b. Friends d. I take decision myself

10. Do you normally switch over other brand?

a. Yes b. No
11. Why do you switch brand?
a. Price change c. Better offer
b. New advertisement d. Availability
e. Others____________________________(please name)
12. What is the promotional tool you prefer the most?
a. Lucky coupon d. Buy one and get one free or
b. Free gifts likewise
c. Discount
e. Others____________________________(please name)
13. Is there any impact of celebrities on your buying decision?
a. Yes b. No
14. Will you buy any other brand with more or less same quality with low price?
a. Yes b. No

Personal information
Name: ______________________________
Age: ______________________________
Occupation: ______________________________
Total household income: Rs __________________________(Approximately per
month)
Contact No: ______________________________
Email ID: ______________________________

Buying Behavior of Branded Sports Shoes 29

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

Signature (Surveyor)

Buying Behavior of Branded Sports Shoes 30

Study on Buying Behavior of Sports Shoes 31