Impact of Media on Consumer buying Behaviour

(A COMPARATIVE STUDY ON TWO BRANDS ADIDAS AND NIKE)

DISSERTATION
SUBMITTED TO THE THE IIS UNIVERSITY For the Degree of

Masters of Human Resource Management

(Department Of Human Resource Management)
Supervised By: Ms. Priti Mundra Asst. Proff Faculty of Commerce & Management The IIS University Submitted By: Ms. Sadiya Khan MHRM (FINAL) Enroll No. ICG/2010/10962 The IIS University

2011-2012

Department of Human Resource Management The IIS University Jaipur

CERTIFICATE
To whomsoever it may concern

This is to certify that Ms. Sadiya Khan, student of Masters of Human Resource Management (MHRM) ,Department of Human Resource Management, IIS UNIVERSITY has prepared this Dissertation entitled Consumer buying Behaviour (A comparative study on two brands Adidas and Nike) under my supervision. This Dissertation has been prepared for the award of Masters of Human Resource Management (MHRM) degree by The IIS University. To the best of my knowledge this piece of work is original & no part of this report has been submitted to any other Institute /University earlier

Ms. Priti Mundra Asst. Proff Faculty of Commerce & Management The IIS University

PREFACE
No matter how much you can do, no matter how engaging your personality may be, you will not advance in business if you cannot work through others, with the determination in and thus contributing towards the organizational goal - John Craig This was a wonderful experience for me. During the process, I have gained a lot of thorough and widespread knowledge and I came to know how the theoretical concepts are applied in real practices. This project gave me the full fledged information about consumers and how the company satisfies their requirements within their Brands of Adidas and Nike.

ACKNOWLEDGEMENT

I wish to serve a warm and special note of thanks to my faculty and project guide Ms. Priti Mundra, Asst. Proff, Faculty Of Commerce and Management , Dr. Ankita Jain, HOD, Department of Human Resource Management whose support and guidance helped me complete this project successful and for the precious time sacrificed for guiding me in all absolute of excellence. I wish to express my indebtedness and gratitude to the management of the IIS UNIVERSITY for providing me a wonderful opportunity to gain knowledge by including this project as a part of the MHRM course. Last but not the least I would like to thank my parents, as it is because of their love and blessing that I was able to come up to the expectation of this project and make it full time effort. Sadiya Khan

TABLE OF CONTENTS Sr.No. 1. 1. 2. 3. 4. Preface Acknowledgement Chapter-1 Introduction Consumers and Media Chapter-2 Definition Objectives Scope of the study Data collection Sampling Review of Literature Limitations of the study 5. 6. 7. 8. Chapter-3 Company profile 40-53 54-84 85-88 89-90 91 92-95 Chapter-4 Data analysis and interpretation Chapter-5 Findings Research methodology 1-32 33-39 Topics CERTIFICATE Page-no.

Chapter-6 Suggestions and Conclusion Bibliography Annexure