SANDEEP BRM Report

CUSTOMER SATISFACTION SURVEY ON NIKE
A STUDY
ON
CUSTOMER SATISFACTION SURVEY
TOWARDS
“NIKE FOOTWEAR” IN TIRUPATHI
MINI PROJECT REPORT
Submitted in partial fulfilment of the requirement for the award of degree of
MASTER OF BUSINESS ADMINISTRATION

Submitted by
SANDEEP L
Registration .No:1981963040
Under the valuable guidance of
PROF.S.DURGA RAO
DEPARTMENT OF MANAGEMENT STUDIES
SVU COLLEGE OF COMMERCE MANAGEMENT & COMPUTER

SCIENCE
SV UNIVERSITY, TIRUPATI-517502
DEPARMENT OF MANAGEMENT STUDIES SRI VENKATESWARA UNIVERSITY Page 1

DECLARATION
I hereby declare that the project entitled “A

STUDY ON CUSTOMER SATISFACTION
TOWARDS “NIKE FOOTWEAR” IN
TIRUPATHI submitted by me under the
guidance of prof. S.DURGARAO, is my
original work and that I have not submitted this
report to any other university for the award of
any other degree or diploma.
Date:
(SANDEEP L)
Place

ACKNOWLEDGEMENT
The satisfaction that accompanies the successful completion of any

task would be incomplete without the mention of the people who make it
possible and whose constant guidance and encouragement crown the efforts
with success. The acknowledgement transcends the reality of formality when
we would like to express deep gratitude to all those people behind the screen
who guided, inspired and helped me for completion of my project work.
I would like to acknowledge my gratitude and thanks to our Business

Research Methods Professor, PROF. S. DURGA RAO for his assistance and
suggestions while working on this project. This project work helped me to
develop a good insight on the topics covered by our Professor. I am
also thankful to the customers of NIKE.
Last but not the least I would like to convey my sincere thanks to
my parents, friends and all those who have helped me directly or indirectly
for their constant support and encouragement without which this project
would not have been a success.
(This research is purely for academic purpose and it is not meant for
any other purpose.)

INDEX
CHAPTER TOPICS PAGE.NO
Chapter-1 INTRODUCTION
Chapter-2 REVIEW OF LITERATURE

RESEARCH
Chapter-3 METHODOLOGY
DATA ANALYSIS &
Chapter-4 INTERPRETATION
Chapter-5 FINDINGS

CHAPTER 1
INTRODUCTION
CUSTOMER
A customer is an individual or business that purchases the goods or services
produced by a business. Attracting customers is the primary goal of most public-
facing businesses, because it is the customer who creates demand for goods and
services.
1.1 CUSTOMER SATISFACTION

Customer satisfaction is a term frequently used in marketing. It is a measure of
how products and services expectation. Customer satisfaction is defined as “the
number of customers, or percentage of total customers, whose reported experience
with a firm, its products, or its services (ratings) exceeds specified satisfaction
goals.
Definition:
Customer satisfaction indicates the fulfillment that customers derive from doing
business with a firm. In other words, it’s how happy the customers are with their
transaction and overall experience with the company
Why customer satisfaction is important?
Customer satisfaction is important because it provides marketers and business owners
with a metric that they can use to manage and improve their businesses.
Here are the top six reasons why customer satisfaction is so important:
 It’s a leading indicator of consumer repurchase intentions and loyalty

 It’s a point of differentiation
 It reduces customer churn
 It increases customer lifetime value
 It reduces negative word of mouth
 It’s cheaper to retain customers than acquire new ones

1.2 HOW CUSTOMER SATISFACTION IS MEASURED
Many strategies exist, but overlooking the fundamentals of how to measure

customer satisfaction can be
1.2.1 Overall Satisfaction Measure (Emotional)

Example question: Overall, how satisfied are you with “La Jolla Grove restaurant”?
This question reflects the overall opinion of a consumer’s satisfaction experience with a
product he or she has used .Perceived quality is often measured in one of three contexts.
 Overall quality
 Perceived reliability
 Extent of customer’s needs fulfilled
1.2.2 Loyalty Measurement (Affective, Behavioural)

Example question: Would you recommend “La Jolla Grove restaurant” to your
family and friends?
This single question measure is the core NPS (Net Promoter Score) measure.
Customer loyalty reflects the likelihood of repurchasing products or services. A
common measure of loyalty might be the sum of scores for the following three
questions.
 Overall, how satisfied are you with [brand]?

 How likely are you to continue to choose/repurchase [brand]?
 How likely are you to recommend [brand] to a friend or family member?

1.2.3 A Series of Attribute Satisfaction Measurements (Affective and

Cognitive)
Example question: How satisfied are you with the “taste” of your entre at La Jolla
Grove?
Example question: How important is “taste” in your decision to select La Jolla Grove
restaurant?
Affect (liking/disliking) is best measured in the context of product attributes or

benefits. Customer satisfaction is influenced by perceived quality of product and
service attributes, and is moderated by expectations of the product or service
detrimental to your business
1.2.4 Intentions to Repurchase Measurements (Behavioural Measures)

Example question: Do you intend to return to the La Jolla Grove restaurant in the
next 30 days?
When wording questions about future or hypothetical behaviour, consumers often

indicate that “purchasing this product would be a good choice” or “I would be glad
to purchase this product.” Behavioural measures also reflect the consumer’s past
experience with customer service representatives.
Best Method for Measurement:

Net Promoter Score (NPS) is a quite popular right now, especially in quickly growing
companies. It is a customer loyalty metric developed by Fred Reich held, Bain and
Company. NPS can be as low as -100 (everybody is a detractor) or as high as
+100 (everybody is a promoter). An NPS that is positive (i.e., higher than zero) is
felt to be good, and an NPS of +50 is excellent.

1.3 PRODUCT INTRODUCTION
• Nike is an American multinational corporation that is engaged in

design, development ,manufacturing ,and worldwide marketing
and sales of footwear, apparel, equipment, accessories and
services.
• The company was founded in 1964 by BILL BOWERMAN and
PHIL KNIGHT
• The company is supplied by approximately 142 footwear
factories located in 15 countries and is supplied by
approximately 394 apparel factories located in 39 countries.
1.3.1 Company Profile

BACKGROUND AND INCEPTION OF THE COMPANY
Name of the company NIKE
Date of establishment 1964
headquarters portland
Incorporation 1967
Land and building 75 buildings across 300 acres
Financial year turnover $36,367 million

1.3.2 MARKET SHARE OF NIKE

REVIEW OF LITERATURE
2.1 HISTORY OF NIKE
Founded as an importer of japanese shoes, nike,inc. Nike has grown to be the

world’s largest marketer of athletic footwear and apparel. In the united states,
Nike products are sold through about 20,000 retail accounts, worldwide, the
company’s products are sold in about 110 countries. Both domestically and
overseas NIKE operates retail stores, including Nike towns and factory outlets.
Nearly all of the items are manufactured by independent contractors, primarily
located overseas, with the Nike involved in the design, development, and
marketing. In addition to its wide range of core athletic shoes and apparel, the
company also sells Nike and Bauer brand athletic equipment, cole haan brand dress
and casual footwear, and the sports specialities line of headware featuring licensing
team logos. The company has relied on consistent innovation in the design of its
products and heavy promotion to fuel its growth in both U.S and foreign markets.
The ubiquitous presence of the Nike brand and its swoosh trademark led to a
backlash against the company by the late 20th century, particularly in relation to
allegation of low wages and poor working conditions at the company’s Asian
contract manufacturers
ARTICLES
1. ANDREW REGAN (2018) –REVOLUTION IN FOOTWEAR
FASHION CONTINUES
It's hard to believe that there was once a time when shoes were made simply
for walking; today, a variety of footwear exists not only to serve the function
of protecting feet, but also for the purpose of personal display. For many
people, the essence of their personal style is emitted primarily by their
footwear. Long gone are the days when plain heels and flats were the only
options available to women; today, a variety of women's footwear aims to
provide diversity in order to please a variety of shoe fans.

2. MARY LU JONES (2019) – SHOES A FASHION

STATEMENT FOR ALL
In today's fashion world shoes have to be more versatile than ever. Unless you stay
home all the time, it's likely that you have to wear shoes of some sort every day.
The designers of the fashion world have responded with shoes for every occasion;
even for those that don't like to wear shoes.In the world of business shoes that
won't blister your feet are very important. Many women that walk any distance
bring tennis shoes for the walk and change into dress shoes once they arrive at their
place of employment. When they do make that change, it's not often that you'll see
them change into any type of high heel. It's certainly not like it used to be when all
women would be in the high heeled shoes. Today's business world will see women
wearing lower and fatter heels in order to protect their feet.
3.SARA KUBERSKY (2010) –ECO FRIENDLY FASHION

FOOTWEAR
Most Vegan women like myself dread of the thought that over 35 million beautiful,
intelligent animals are killed just for their fur or leather on their backs (and that's
only the wintertime!), but that doesn't stop us from being every bit as stylish as our
carnivorous counterparts. Except for the fact, that we only want cruelty-free
fashion, we have the same desire to collect dozens upon dozens of sandals,
sneakers, loafers, flip-flops, knee-high boots, and other footwear for our shoe
wardrobe. Ten years ago, this would have been a challenge one that would seem
almost impossible as all vegan shoes practically looked the same.
SCULLY (2006) – UNDERSTANDING SHOE

4. PETER
CONSTRUCTION
Shoes are typically thought of by most of us as nothing more than a fashion item,
but they have a role to play in every part of society and every industry. No matter
who we are, we put them through a lot; which means how they are put together can
be very important.The construction of a shoe has a substantial effect on their
longevity and price. The construction largely refers to the way in which the sole is
attached to the upper of the shoe, and while the materials and brand play a big part

in the cost of a shoe, the construction is actually one of the biggest determining
factors.
5. PATRICK ALLAN (2015) –YOU DONT NEED AN

EXPENSIVE PAIR OF RUNNING SHOES
It’s hard not to look at an expensive pair of running shoes and assume that they’ll
do wonders for your feet, but you’re probably just wasting money on brand names
and new designs. There is, however, a chance that a little bias is coming into play
here. If you pay more for a pair of shoes, you might expect them to be better than a
cheap pair. If they’re not, you might rate them more harshly. That being said, it
seems that being overly-satisfied with a reasonably priced, perfectly capable pair
of shoes is better than being dissatisfied with a pair you spent $200 on. You can
see more data at the link below.
6. LAURA HILL (2019)- Nike's Zoom Pegasus Turbo, the

world's fastest running shoe
Launched in what Nike considers to be the world's fastest city, Tokyo, the Zoom
Pegasus Turbo promises to bring "fast" to all runners. Running Vice President
Brett Holts says Tokyo is a mecca for runners and a source of inspiration for the
company. Japan has a reputation for creating some of the world's fastest runners.
The country's dedication to the sport and its athletes is inspiring, and this year nine
Japanese runners ran under 2:10 minutes in the Tokyo marathon," says Holts .Our
mission is to maximise an athlete's potential by creating the world's best running
products. With Tokyo set to host the 2020 Olympics we're excited to launch our
latest running innovation here."

7. STEPHEN DOIG (2017) - slippers are now the must

luxurious footwear for men
He's more accustomed to proper, upstanding Oxfords – the sergeant major and
solid fellow of the shoe world – but at the Star Wars premiere at the Royal Albert
Hall earlier this week the Duke of Cambridge struck a more louche stance in velvet
evening slippers.
While they're not a wise choice in the rain, they looked a great deal more elegant
than Prince Harry's classic (albeit safe and tried-and-tested) Oxfords and were
discreet and low-key enough to work with his traditional black tie ensemble. It's
also an example of how, in the midst of Christmas party season, it's worth
upgrading your footwear to something more festive and being a tad more
adventurous.
8.ANITA ELLEN WILLIAMS (2018) – SCIENCE AND

SOCIOLOGY OF FOOTWEAR
The design and construction of footwear is constantly evolving in order to
maximise its role of providing protection for the external environment,
accommodate bony and soft tissue problems and assist in the biomechanical
function of the foot, ankle and lower limb. The drive for this is evident in the
papers in this issue that demonstrate how footwear contributes to foot pathology
[1], pain [2], ulcers and falls [3]. Hence, we are pleased to present in the Journal of
Foot and Ankle Research, a broad range topics related to footwear that are highly
relevant to clinical practice, the manufacturers of footwear and to future research
directions. The call for papers for this themed issue has resulted in 5 new articles
and 8 published articles which cover the wide ranging aspects of footwear.
9. MARY LU (2008) – THE FASHION STATEMENT OF

SHOES FOR MODERN WORLD
The fashion statements of shoes for the modern world are more versatile and
resourceful than ever before. Unless you stay inside your home all the time, it is
very likely that you have worn shoes in some point in time. Graciously, the fashion

designers of shoes have given us the option of having shoes for any occasion,
including those who do not really care to wear shoes.Shoes that do not pinch or
blister your feet are vital in the modern world of business. Did you know that many
professional women have to walk great distances and they normally wear tennis
shoes and then change into their dress shoes upon arriving at work? However, you
should know that once they do change their shoes they are not wearing high heels,
rather they are wearing more comfortable shoes with lower or flatter heels to keep
their feet healthy.
10.ANDREW GRIFFIN (2016) – NIKE UNVEILS SHOES

THAT TIE THEMSELVES
The company has revealed its HyperAdapt 1.0 sneakers that include what the
company calls "sport-informed adaptive lacing". The shoes can sense when their
wearer steps into them and a system inside will automatically tighten, matching
itself to "individual idiosyncracies in lacing and tension preferences", the company
said.The new shoes were shown off as part of a range of new technology, which
also included an update to its Nike+ app and a new material that stops mud from
clogging up on the sole of football boots.

CHAPTER 3
RESEARCH METHODOLOGY
Research Methodology is a way to find out the result of a given problem on a
specific matter or problem that is also referred as research problem. In
Methodology, researcher uses different criteria for solving/ searching the given
Research problem. Different sources use different type of methods for solving the
problem. If we think about the word “Methodology”, it is the way of searching or
solving the research problem. In Research Methodology, researcher always tries to
search the given question does not work systematically on problem, there would be
less possibility to find out the final result. For finding or exploring research
question a researcher faces a lot of problems that can be effectively resolved with
using correct research methodology.
3.1 RESEARCH METHODOLOGY

 RESEARCH DESIGN : Descriptive Research Design.
 DATA SOURCE
 secondary data source : Survey monkey.com

 primary data source : Customers of VKC pride
 RESEARCH APPROACH : Through survey

 RESEARCH INSTRUMENT : Questionnaire
SAMPLING PLAN:
 Sample frame : Students of S.V. UNIVERSITY

 Sample unit : VKC PRIDE FOOT WEAR
 Sample size : 98
 Sampling method : Convenience sampling
 CONTACT METHOD : Personal interview

 STATISTICAL TOOL : CHI SQUARE TEST

3.2 NEED FOR STUDY

 It’s a leading indicator of consumer repurchase intentions and loyalty
 It’s a point of differentiation
 It reduces customer churn
 It increases customer lifetime value
 It reduces negative word of mouth
 It’s cheaper to retain customers than acquire new ones
 Even the most loyal customers can leave you in the blink of an eye
 It helps you differentiate your brand from others
 Positive branding can be achieved by excellent customer service
 Happy customers are returning customers
3.3 LIMITATIONS
 Expected versus delivered value is being measured-CSAT is not necessarily

a measure of overall value or quality of the firm and its offerings
 High CSAT scores may be simply a reflection of low expectations of the
firm
 High CSAT scores may not deliver increased profitability (and may even
have a negative financial impact-primarily due to the firm over-delivering
increased customer value)
 There are better measures available-for the aggregate of factors that
customer satisfaction is suggested to address (which include of loyalty,
customer profitability, likeability of the firm, word-of-mouth potential, and
so on)

OBJECTIVES:
• TO MEASURE THE CUSTOMER SATISFACTION

LEVEL TOWARDS NIKE FOOTWEAR IN TIRUPATI.
• TO REDESIGN MARKETING STRATEGIES, IF
NEEDED.

CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
Table 4.1: GENDER DISTRIBUTION
GENDER NUMBER OF PERCENTAGE

RESPONDENTS
MALE 71 71.72
FEMALE 28 28.28
TOTAL 99 100
INTERPRETATION: FROM THE ABOVE CHART, WE CAN CONCLUDE

THAT 71.72% OF MY RESPONDENTS ARE MALES.

Table 4.2: TYPE OF NIKE FOOTWEAR USING
TYPE OF NUMBER OF PERCENTAGE

FOOTWEAR RESPONDENTS
SANDALS 45 45.46
FLIP FLOPS 30 30.30
SHOES 23 23.23
ANY 1 1.01
OTHER
TOTAL 99 100
60
PERCENTAGE
40
20
0
TYPES

THAT 45.46% OF MY RESPONDENTS ARE USING SANDALS

Table 4.3 BRAND REFLECTION ON PRODUCT

QUALITY:
PARTICUARS NUMBER OF PERCENTAGE

RESPONDENTS
YES 93 93.94
NO 6 6.06
TOTAL 99 100
100.00%
percentage
50.00%
0.00%
yes no
particulars

THAT 93.94% OF MY RESPONDENTS ARE FEELING BRAND IS
REFLECTING ON PRODUCT QUALITY

Table 4.4 PRICE RANGE OF NIKE FOOTWEAR:
PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
REASONABLE 67 67.68
OVER PRICED 32 32.32
TOTAL 99 100

THAT 67.68% OF MY RESPONDENTS ARE FEELING PRICE OF NIKE
FOOTWEAR IS REASONABLE.

Table 4.5 PREFERENCE OF PRICE:

PRICE NUMBER OF PERCENTAGE
RESPONDENTS
BELOW Rs.800 40 40.40
BETWEEN RS 800 TO 545 45.46

RS 1500
BETWEEN Rs.1500 TO 11 11.11

Rs.2000
ABOVE 2000 3 3.03
TOTAL 99 100
>2000 3
number of
respondents
1500-2000
800-1500
<800
INTERPRETATION: FROM THE ABOVE CHART, WE CAN CONCLUDE THAT

45.46% OF MY RESPONDENTS ARE PREFERING TO BUY BETWEEN RS.800 TO
RS.1500

Tablen4.6 IF FOOTWEAR PRICE INCREASES……..

RESPONDENTS
BUY AS USUAL 37 37.37%
BUY WHEN 43 43.44%

DISCOUNTS ARE
AVAILABLE
GO FOR ANOTHER 19 19.19%

BRAND
TOTAL 99 100%
50
PERCENTAGE
40
30
20
10
0
PARTICULARS

THAT 43.44% OF MY RESPONDENTS ARE FEELING TO BUY WHEN
DISCOUNTS ARE AVAILABLE.

Table 4.7 INFLUENCING FACTORS:

FACTORS NUMBER OF PERCENTAGE
RESPONDENTS
QUALITY 63 63.64
DURABILITY 31 31.31
PRICE 3 3.03
ANY OTHER 2 2.02
TOTAL 99 100

THAT 63.64% OF MY RESPONDENTS ARE INFLUENCED BY QUALITY

Table 4.8 LOWER PRICE NEGLIGIBLE QUALITY:

PARTICULARS NUMBER OF TOTAL
RESPONDENTS
YES 41 41.41
NO 58 58.59
TOTAL 99 100
no
yes
0.00% 50.00% 100.00%

THAT 58.59% OF MY RESPONDENTS ARE NOT INTERESTED TO BUY
IN CASE OF NEGLIGIBLE QUALITY.

Table 4.9 AWARENESS OF NIKE FOOTWEAR:

RESPONDENTS
FRIENDS 42 42.43
NEAR BY STORE 31 31.31
INTERNET 22 22.22
ANY OTHER 4 4.04
TOTAL 99 100
50
PERCENTAGE
40
30
20
10
0
PARTICULARS

THAT 42.43% OF MY RESPONDENTS ARE AWARE OF NIKE
FOOTWEAR THROUGH FRIENDS.

Table 4.10 IMPACT OF ADVERTISEMENTS ON

PURCHASING NIKE FOOTWEAR
PARTICULARS NUMBER OF PERCENATGE
RESPONDENTS
YES 74 74.75
NO 25 25.25
TOTAL 99 100
100
PERCENTAGE
50
0
YES NO
PARTICULARS

THAT 74.75% OF MY RESPONDENTS ARE INFLUENCED BY
ADVERTISEMENTS.

Table 4.11 EFFECT OF CELEBRITY ENDORSEMENT: \

RESPONDENTS
MAKE FEEL 60 60.61

CONFIDENT
NO EFFECT 39 39.39
TOTAL 99 100
Chart 4.11
INTERPRETATION: FROM THE ABOVE CHART, WE CAN CONCLUDE THAT MOST

OF MY RESPONDENTS FEEL CONFIDENT BY CELEBRITY ENDORSEMENT.

Table 4.12 MOST EFFECTIVE KIND OF

ADVERTISEMENT:
MODE OF NUMBER OF PERCENTAGE
ADVERTISEMENT RESPONDENTS
PRINT MEDIA 17 17.17
TELIVISION ADS 66 66.67
HOARDINGS 13 13.13
ANY OTHER 3 3.03
TOTAL 99 100
Chart 4.12

THAT 66.67% OF MY RESPONDENTS EFFECTED BY TELEVISION
ADS.

Table 4.13 IDEAL PLACE OF PURCHASE:

PLACE OF NUMBER OF PERCENTAGE
PURCHASE RESPONDENTS
NEAR BY MARKET 39 39.39
FACTORY 16 16.16
OUTLET
ONLINE STORES 44 44.45
ANY OTHER 0 0
TOTAL 99 100
50
PERCENTAGE
40
30
20
10
0
PARTICULARS

THAT 44.45% OF MY RESPONDENTS PURCHASING FROM ONLINE
STORES.
Table 4.14 BEST E-COMMERCE SITE:

NAME OF THE NUMBER OF PERCENTAGE
SITE RESPONDENTS
AMAZON 42 42.42
FLIP KART 47 47.48
SNAP DEAL 6 6.06
ANY OTHER 4 4.04
TOTAL 99 100
50
40
30
20
10
0

THAT BEST E-COMMERCE SITE FOR PURCHASING NIKE
FOOTWEAR IS FLIPKART.

Table 4.15 DURATION OF CHANGING FOOTWEAR:

TIME PERIOD NUMBER OF PERCENTAGE
THE
RESPONDENTS
BELOW 6 23 23.23
MONTHS
6 MONTHS TO 50 50.51
1 YEAR
1 YEAR TO 2 23 23.23
YEARS
ABOVE 2 3 3.03
YEARS
TOTAL 99 100%
INTERPRETATION: FROM THE ABOVE CHART, WE CAN CONCLUDE THAT

50.51% OF MY RESPONDENTS ARE CHANGING FOOT WEAR BETWEEN 6
MONTHS TO 1 YEAR.

Table 4.16 WEIGHT OF OUR FOOTWEAR:

RESPONDENTS
LIGHT 45 45.45
MODERATE 53 53.54
HEAVY 1 1.01
TOTAL 99 100
60
50
PERCENTAGE
40
30
20
10
0
PARTICULARS

THAT 53.54% OF MY RESPONDENTS ARE FEELING LIGHT IN WEIGHT.
Table 4.17 QUALITY:

RESPONDENTS
VERY HIGH 19 19.19
HIGH 77 77.78
LOW 3 3.03
VERY LOW 0 0
TOTAL 99 100
Very low NUMBER OF

RESPONDENTS
Low
High
77.78%
Very high
0.00% 50.00% 100.00%

THAT 77.78% OF MY RESPONDENTS ARE HIGHLY SATISFIED WITH
QUALITY.

Table 4.18 DURABILITY:

RESPONDENTS
BELOW 1 42 42.42
YEAR
1 TO 2 YEARS 50 50.51
MORE THAN 2 7 7.07

YEARS
TOTAL 99 100
60
PERCENTAGES
50
40
30
20
10
0
BELOW 1 1 TO 2 MORE
YEAR YEARS THAN 2
YEARS
YEARS

THAT DURABILITY OF OUR FOOTWEAR IS 1 TO 2 YEARS

Table 4.19 RECOMMENDATION TO OTHERS:

RESPONDENTS
DEFINITELY 24 24.24
WILL
PROBABLY 71 71.72
WILL
PROBABLY 4 4.04
NOT
DEFINITELY 0 0
NOT
TOTAL 99 100
Chart 4.19

THAT 71.72% OF MY RESPONDENTS ARE PROBABLY WILLING TO
RECOMMEND.

Table 4.20 OVERALL SATISFACTION:

SATISFACTION NUMBER OF PERCENTAGE
RESPONDENTS
DISSATISFIED 16 16.16
NEUTRAL 25 25.25
SATISFIED 58 58.59
TOTAL 99 100
80
PERCEMTAGE
60
40
20
0
SATISFACTION

THAT 58.59% OF MY RESPONDENTS ARE SATISFIED WITH NIKE
FOOTWEAR.

CHI-SQUARE ANALYSIS:
PARTICULARS MALE FEMALE TOTAL
DISSATISFIED 11 05 16
NEUTRAL 17 08 25
SATISFIED 43 15 58
TOTAL 71 28 99

HO: SATISFACTION LEVEL IS INDEPENDENT OF

GENDER
OBSERVED EXPECTED O-E (O-E)2 (O-E)2/E
FREQUENCY FREQUENCY
11 11.47 -0.47 0.2209 0.0192
17 17.93 -0.93 0.8649 0.0483
43 41.59 1.41 1.9881 0.0478
05 04.53 0.47 0.2209 0.0487
08 07.07 0.93 0.8649 0.1223
15 16.41 -1.41 1.9881 0.1211
TOTAL 0.4075
• CALCULATED CHI-SQUARE VALUE = 0.4075

• DEGREE OF FREEDOM = (r-1) (c-1)
= (3-1) (2-1)
=2

Inference: As the calculated value of chi-square

(0.4075) is LESS than table value (5.99) at 2
degree of freedom and 5% level of significance.
So, we ACCEPT the null hypothesis.
Hence we conclude that satisfaction level is

independent of gender.

CHAPTER-5
FINDINGS:
• MOST USED TYPE OF FOOTWEAR IS
SANDALS.
• PREFERRED PRICE RANGE IS RS.800 TO
RS.1500.
• MOST ARE INFLUENCED BY QUALITY.
• IDEAL PLACE OF PURCHASE IS ONLINE
STORES.
• BEST E-COMMERCE SITE TO BUY NIKE
FOOTWEAR IS FLIPKART.
SUGGESTIONS:
• NEED MORE SELLING OUTLETS
• NEED MORE DESINGS AND VARIANTS
• NEED MORE OFFERS AND DISCOUNTS
• PRICE NEED TO BE REDUCED

CONCLUSION:
FROM MY SURVEY, I CAME TO KNOW THAT EVEN
THOUGH THE PRICE OF THE NIKE FOOTWEAR IS
HIGH, OTHER VARIANTS LIKE QUALITY,
DURABILITY MAKES CUSTOMERS TO BUY OUR
PRODUCT.

ANNEXURE
PERSONAL PROFILE:
NAME: AGE:
GENDER: OCCUPATION:
QUESTIONNAIRE:
1. Are you using NIKE footwear?

Yes No
2. Which type of NIKE footwear are you using?
Sandals Flip flops Shoes Any other_____
3. Does NIKE company brand reflect its product quality?
Yes No
4. What do you think about the price range of our footwear?
Reasonable Over priced
5. Which price range of footwear would you prefer to buy?
Below Rs.800 Between Rs.800 to Rs.1500
Between Rs.1500 to 2000 Above 2000
6. If our footwear price increases what will you do?
Buy as usual Buy when discounts are available
Go for another brand
7. What factors influence you to buy our footwear?
Quality Durability
Price Any other_____
8. Are you willing to buy our footwear at lower price with negligible quality?
Yes No
9. How do you come to know about our footwear?
Friends Near by store Internet Any other_____
10. Is there any impact of advertisements and brand ambassadors on your
willingness towards our products?
Yes No

11. How does a celebrity endorsement change your perspective towards our
products?
Makes you feel confident No effect
12. What is the most effective kind of advertisement in which our products are best
represented in?
Print media/newspapers Television ads
Hoardings Any other_____
13. Your ideal place of purchase?
Nearby market Factory outlet
Online stores Any other_____
14. Which is best E-commerce site you buy our products?
Amazon Flip kart Snap deal Any other_____
15. How often do you prefer to change your footwear?
Below 6 months 6 months to 1 year
1 year to 2 years Above 2 years
16. What about weight of our footwear?
Light Moderate Heavy
17. How would you rate the quality of our products?
Very high High Low Very low
18. What is the durability of our footwear?
Below 1 year 1 to 2 years more than 2 years
19. How likely are you recommend our footwear to others?
Definitely will Probably will Probably Not Definitely not
20. Please rate the satisfaction of our footwear on 5 point scale?
1 2 3 4 5
21. Any suggestions?
_______________________________________________________________________
________________________________________________________________________


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CUSTOMER SATISFACTION SURVEY ON NIKE

MINI PROJECT REPORT

Submitted in partial fulfilment of the requirement for the award of degree of

MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF MANAGEMENT STUDIES

SVU COLLEGE OF COMMERCE MANAGEMENT & COMPUTER

DEPARMENT OF MANAGEMENT STUDIES SRI VENKATESWARA UNIVERSITY Page 1

I hereby declare that the project entitled “A

DEPARMENT OF MANAGEMENT STUDIES SRI VENKATESWARA UNIVERSITY Page 2

The satisfaction that accompanies the successful completion of any

I would like to acknowledge my gratitude and thanks to our Business

DEPARMENT OF MANAGEMENT STUDIES SRI VENKATESWARA UNIVERSITY Page 3

CHAPTER TOPICS PAGE.NO

Chapter-2 REVIEW OF LITERATURE

DEPARMENT OF MANAGEMENT STUDIES SRI VENKATESWARA UNIVERSITY Page 4

1.1 CUSTOMER SATISFACTION

 It’s a leading indicator of consumer repurchase intentions and loyalty

DEPARMENT OF MANAGEMENT STUDIES SRI VENKATESWARA UNIVERSITY Page 5

1.2 HOW CUSTOMER SATISFACTION IS MEASURED

Many strategies exist, but overlooking the fundamentals of how to measure

1.2.1 Overall Satisfaction Measure (Emotional)

1.2.2 Loyalty Measurement (Affective, Behavioural)

 Overall, how satisfied are you with [brand]?

DEPARMENT OF MANAGEMENT STUDIES SRI VENKATESWARA UNIVERSITY Page 6

1.2.3 A Series of Attribute Satisfaction Measurements (Affective and

Affect (liking/disliking) is best measured in the context of product attributes or

detrimental to your business

1.2.4 Intentions to Repurchase Measurements (Behavioural Measures)

When wording questions about future or hypothetical behaviour, consumers often

Best Method for Measurement:

DEPARMENT OF MANAGEMENT STUDIES SRI VENKATESWARA UNIVERSITY Page 7

1.3 PRODUCT INTRODUCTION

• Nike is an American multinational corporation that is engaged in

1.3.1 Company Profile

Name of the company NIKE

Date of establishment 1964

Land and building 75 buildings across 300 acres

Financial year turnover $36,367 million

DEPARMENT OF MANAGEMENT STUDIES SRI VENKATESWARA UNIVERSITY Page 8

1.3.2 MARKET SHARE OF NIKE

DEPARMENT OF MANAGEMENT STUDIES SRI VENKATESWARA UNIVERSITY Page 9

Founded as an importer of japanese shoes, nike,inc. Nike has grown to be the

DEPARMENT OF MANAGEMENT STUDIES SRI VENKATESWARA UNIVERSITY Page 10

2. MARY LU JONES (2019) – SHOES A FASHION

3.SARA KUBERSKY (2010) –ECO FRIENDLY FASHION

SCULLY (2006) – UNDERSTANDING SHOE

DEPARMENT OF MANAGEMENT STUDIES SRI VENKATESWARA UNIVERSITY Page 11

5. PATRICK ALLAN (2015) –YOU DONT NEED AN

6. LAURA HILL (2019)- Nike's Zoom Pegasus Turbo, the

DEPARMENT OF MANAGEMENT STUDIES SRI VENKATESWARA UNIVERSITY Page 12

7. STEPHEN DOIG (2017) - slippers are now the must

8.ANITA ELLEN WILLIAMS (2018) – SCIENCE AND

9. MARY LU (2008) – THE FASHION STATEMENT OF

DEPARMENT OF MANAGEMENT STUDIES SRI VENKATESWARA UNIVERSITY Page 13

10.ANDREW GRIFFIN (2016) – NIKE UNVEILS SHOES

DEPARMENT OF MANAGEMENT STUDIES SRI VENKATESWARA UNIVERSITY Page 14

3.1 RESEARCH METHODOLOGY

 secondary data source : Survey monkey.com

 RESEARCH APPROACH : Through survey

 Sample frame : Students of S.V. UNIVERSITY

 CONTACT METHOD : Personal interview

DEPARMENT OF MANAGEMENT STUDIES SRI VENKATESWARA UNIVERSITY Page 15

3.2 NEED FOR STUDY