FIELD STUDY REPORT

On

“A STUDY ON CUSTOMER SATISFACTION TOWARDS

NIKE IN LUCKNOW CITY”

Towards partial fulfillment of

Bachelor of Business Administration (BBA)

School of Management, Babu Banarasi Das University, Lucknow

Submitted By

Harsh Gupta

BBA 3rd Semester

Roll No- 1170671132

Session 2018-2019

School of Management

Babu Banarasi Das University

Lucknow
 ACKNOWLEDGEMENT

Before I get into the thick of the things I would like to add a few heartfelt words for the people

who were part of this research report in numerous ways and people who gave unending support

right from the stage the project was started, appreciated and encouraged when being depressed.

In this context I would like to express my gratitude towards my parents and family members who

have constantly supported and played a pivotal role in shaping my career.

I owe my sincere gratitude towards faculty guide Ms. Shachi Kacker of BBDU, LUCKNOW

for extending the support towards the completion of the Research Report.

And finally I would like to thank my friends for their unending support.

(Harsh Gupta)
 PREFACE

Field study Report is an important part of the Management studies. It bears immense important

in the field of Business Management. It offers the student to explore the valuable treasure of

experience and an exposure to real work culture followed by the industries and thereby helping

the students to bridge gap between the theories explained in the book and their practical

implementations.

Field study plays an important role in future building of an individual so that we can understand

the real world in which he has to work in future. The theories greatly enhance our knowledge and

provide opportunities to blend theoretical with the practical knowledge where researcher gets

familiar with certain aspect of research. I feel proud to get myself to do Field study at topic “A

STUDY ON CUSTOMER SATISFACTION TOWARDS NIKE IN LUCKNOW CITY”

 TABLE OF CONTENT

Sr. no. Topic Page no.

1. Introduction 1

2. Company profile 3

3. Objective of the study 5

4. Research methodology 6

5. Limitations 8

6. Data analysis and interpretations 9

7. Findings 20

8. Recommendation & suggestions 21

9. Conclusions 22

10. Bibliography 23

11. Annexure 23
 INTRODUCTION

Customer satisfaction, a business term, is a measure of how products and services

supplied by a company meet or surpass customer expectation. It is seen as a key

performance indicator within business and is part of the four of a Balanced Scorecard.

In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element of

business strategy.

Organizations need to retain existing customers while targeting non-customers.Measuring

customer satisfaction provides an indication of how successful the organization is at

providing products and/or services to the marketplace.

Customer satisfaction is an abstract concept and the actual manifestation of the state of

satisfaction will vary from person to person and product/service to product/service. The

state of satisfaction depends on a number of both psychological and physical variables

which correlate with satisfaction behaviors such as return and recommend rate. The level

of satisfaction can also vary depending on other factors the customer, such as other

products against which the customer can compare the organization's products.

Customer satisfaction, a term frequently used in marketing, is a measure of how

products and services supplied by a company meet or surpass customer 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." In a survey of nearly 200 senior marketing

1
managers, 71 percent responded that they found a customer satisfaction metric very

useful in managing and monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a Balanced

Scorecard. In a competitive marketplace where businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has become a key

element of business strategy.

2
 COMPANY PROFILE
NIKE, Inc. (NIKE), incorporated in 1968, is engaged in design, development and

marketing of footwear, apparel, equipment and accessory products. NIKE is a seller of

athletic footwear and athletic apparel in the world. The Company sells its products to

retail accounts, through NIKE-owned retail stores, and Internet sales, and through a mix

of independent distributors and licensees, in over 170 countries around the world. NIKE’s

athletic footwear products are designed primarily for specific athletic use. It also markets

footwear designed for baseball, cheerleading, football, golf, lacrosse, outdoor activities,

skateboarding, tennis, volleyball, walking, wrestling, and other athletic and recreational

uses. The Company sells sports apparel and accessories, as well as athletic bags and

accessory items. It also markets apparel with licensed college and professional team, and

league logos.

The Company sells a line of performance equipment under the NIKE brand name,

including bags, socks, sport balls, eyewear, timepieces, electronic devices, bats, gloves,

protective equipment, golf clubs and other equipment designed for sports activities. It

also sells small amounts of various plastic products to other manufacturers through its

wholly owned subsidiary, NIKE IHM, Inc. In addition to the products it sells directly to

customers, it has entered into license agreements that permit unaffiliated parties to

manufacture and sell certain apparel, electronic devices and other equipment designed for

sports activities. Its wholly owned subsidiary, Cole Haan (Cole Haan) designs and

distributes dress and casual footwear, apparel and accessories for men and women under

the Cole Haan trademark.

3
The Company’s wholly owned subsidiary, Converse Inc. (Converse) designs, distributes

and licenses athletic and casual footwear, apparel and accessories under the Converse,

Chuck Taylor, All Star, One Star, Star Chevron and Jack Purcell trademarks. The

Company's wholly owned subsidiary, Hurley International LLC (Hurley) designs and

distributes a line of action sports and youth lifestyle apparel and accessories under the

Hurley trademark. Its wholly owned subsidiary, Umbro Ltd. (Umbro) designs, distributes

and licenses athletic and casual footwear, apparel and equipment, primarily for the sport

of football (soccer), under the Umbro trademark.

4
 RESEARCH OBJECTIVE

 To Study on Customer Satisfaction Towards Nike In Lucknow City

 To Study the Customer preference towards sports shoes

 To study on consumer buying behaviour towards Nike shoes

5
 RESEARCH METHODOLOGY

Research Design
A research design is the determination and statement of the general research approach or

strategy adopted for the particular project. It is the heart of the planning. If the design

adheres to the research objectives, it will ensure that the client need will be served.

Research design is a plan structured and strategies of investigation. It is the arrangement

of condition and analysis of data in a manner to combine relevance to the research

purpose with economy in procedure.

In order to achieve the objective it was necessary to talk to the customers and public to

draws the conclusions regarding the objective. For collecting the relevant information; a

questionnaire will be design. The questionnaire will design in such a manner to achieve

the objective of the research. The sample was approximately 50.

DESCRIPTIVE RESEARCH DESIGN:

Descriptive research is also called Statistical Research. The main goal of this type of

research is to describe the data and characteristics about what is being studied. The idea

behind this type of research is to study frequencies, averages, and other statistical

calculations. Although this research is highly accurate, it does not gather the causes

behind a situation. Descriptive research is mainly done when a researcher wants to gain a

better understanding of a topic for example, a frozen ready meals company learns that

there is a growing demand for fresh ready meals but doesn’t know much about the area of

6
fresh food and so has to carry out research in order to gain a better understanding. It is

quantitative and uses surveys and panels and also the use of probability sampling.

Descriptive research is the exploration of the existing certain phenomena. The details of

the facts won’t be known. The existing phenomena’s facts are not known to the persons.

The Research Methodology here includes:-

 RESEARCH DESIGN : DESCRIPTIVE RESEARCH

 SAMPLING DESIGN : SIMPLE RANDOM SAMPLE

 SAMPLING UNIVERSE : LUCKNOW

 SAMPLE SIZE : 50

 DATA COLLECTION

INSTRUMENT : Questionnaire (Structured)

 DATA SOURCE : Primary & Secondary Sources

7
 LIMITATIONS

 Psychological Constraints:

Most of the persons who were questioned felt disturbed while responding during their
work hours; hence they made it a point to finish off answering the questionnaire as
soon as possible.

 Constraints regarding confidential Issues:

Most of the interviewed persons were reluctant to give information.

 No wide coverage:
As the research was confined to only Lucknow

 Time constraint- There was a time constraint in the study

 Limited information on the internet about the company profiles of both the
brands.

8
 DATA ANALYSIS AND INTERPRETATION

Q. Do you prefer brand products?

A.35 respondents responded that they prefer branded products,13 respondents responded that
they do not prefer using branded products and 2 respondents responded that they don’t often use
the branded products.

80

70

60

50

40

30

20

10

0
yes no not often

SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 YES 35 70%

2 NO 13 25%

3 NOT OFTEN 2 5%

9
Q. Do you prefer wearing sports shoes?

A.35 respondents responded that they prefer wearing sports shoes while 15 responded
that they don’t prefer wearing sports shoes.

80

70

60

50

40

30

20

10

0
yes no

SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 YES 35 70%

2 NO 15 30%

10
Q. What brand do you prefer the most?

A.13 respondents responded that they prefer the brand ‘ADIDAS’ and 22 persons
responded that they prefer ‘NIKE’ brand while only 5 persons preferred REEBOK and 10
persons chose ‘PUMA’ as there most favorable brand

40

35

30

25

20

15

10

0
ADIDAS NIKE REEBOK PUMA

SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 ADIDAS 13 25%

2 NIKE 20 35%

3 REEBOK 7 15%

4 PUMA 10 20%

11
Q. What factors influence you to go to a particular brand?

A.23 respondents responded that quality is the main factor which influence them to go for
a particular brand,17 persons responded that price is the main factor which influences
there decision,7 persons responded variety influences them in a particular brand while 3
persons said that durability in the brand’s products influences them.

45

40

35

30

25

20

15

10

0
QUALITY PRICE VARIETY DURABILITY

SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 QUALITY 23 45%

2 PRICE 17 35%

3 VARIETY 7 15%

4 DURABILITY 3 10%

12
Q. Are you satisfied with the quality of your preferred brand?

A.33 respondents responded that they are satisfied with the quality of the brand which
they are using while 17 respondents responded that they are not satisfied with the quality
of the brand which they are using.

70

60

50

40

30

20

10

0
yes no no comment

SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 YES 33 65%

2 NO 10 20%

3 NO COMMENT 7 15%

13
Q. Are you satisfied with the price range?

A.27 respondents responded that they are satisfied with the price range of their preferred
brand, 15 respondents responded that they are not satisfied with the price range of their
preferred brand while 8 persons replied with no comment answers.

60

50

40

30

20

10

0
yes no no comment

SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 YES 27 55%

2 NO 15 30%

3 NO COMMENTS 8 15%

14
Q. How do you consider the importance of sports shoes?

A.20 respondents responded that they use sports shoes for comfort basis,15 respondents
replied that they use them for their good price,7 respondents use sports shoes for their
durability while 5persons use sports shoes for their use in sports and 3 persons for any
other reasons.

45

40

35

30

25

20

15

10

0
comfort price durability use in sports any other

SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 COMFORT 20 40%

2 PRICE 15 30%

3 DURABILITY 7 15%

4 USE IN SPORTS 5 10%

5 ANYOTHER 3 5%

15
Q. What kind of promotional tool do you prefer?

A.5 respondents responded that they prefer lucky coupon technique for promotion,8
persons responded that they prefer free gift technique as a promotional tool, while
majority of the respondents i.e. 30 seemed to favored the discount technique and rest 7
responded with one plus one technique.

70

60

50

40

30

20

10

0
lucky coupon free gift discount one plus one

SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 LUCKY COUPON 5 10%

2 FREE GIFT 8 15%

3 DISCOUNT 30 60%

4 ONE PLUS ONE 7 15

16
Q. Are you willing to buy preferred brand at lower rate but with
negotiable quality?

A.20 respondents were willing to buy the preferred brand at lower price with negotiable
quality while the other 30 were not willing to buy brand with negotiable technology.

70

60

50

40

30

20

10

0
Yes No

SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 YES 20 40%

2 NO 30 60%

17
Q. Will you purchase another brand of same quality with lesser price?

A.35 persons responded that they will purchase another brand of same quality at a lesser
price while other 15 were not willing to change their preferred brand.

80

70

60

50

40

30

20

10

0
yes no

SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 YES 35 70%

2 NO 15 30%

18
Q. Is there any impact of advertisement on selection of brands?

A.28 respondents responded that advertisement has a impact on their selection of brands
while 22 respondents responded that advertisement does not have any impact on their
selection of brands.

60

50

40

30

20

10

0
yes no

SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 YES 28 55%

2 NO 12 45%

19
 FINDINGS

1 96% people prefer wearing sport shoes.

2 97% people are satisfied with are quality of Adidas, Nike.

3 95% people are satisfied with price range of Adidas, Nike.

4 98% people will purchase the Adidas, Nike shoes again even if price increases.

5 65% people give preference to comfort. 13% give preference to price. 12% give
preference to durability. Rest 10% gives preference to use in sport while
considering importance of sport shoes.

6 90% people does not switch over the brand.

7 60% people like the light weight of Nike, Adidas the most. 15% like comfort. 25%
like toe support.

8 55% people prefer Nike, Adidas shoes in range shoes of 1500-3500.

9 62% people purchase Nike, Adidas product only once a year.

10 80% people are satisfied with Nike, Adidas.

11 87% people think Nike, Adidas serves purpose of being a good brand.

12 97% people think Nike, Adidas should launch a new range which will serve the
purpose of service class.

20
 SUGGESTIONS AND RECOMMENDATIONS

 Half of the population prefers buying Nike sportswear products.

 Nike is preferred over Adidas

 90% of the population is satisfied with the Nike products

 Durability and comfort are the main concern for buying shoes

 60% of total population visits the Nike showroom once in a month

 More than half of the population thinks that Nike should introduce new range of

shoes

 Reebok and puma are the least preferred brand of shoes and sportswear

21
 CONCLUSION

 Nike is the preferred brand of shoes and other sports accessories among public

 Puma n Reebok are the least preferred brand of shoes and other sports accessories

amongst the public

 More than half of the population visits the Nike showroom once in a month

 90% of the population is satisfied with the Nike brand

 Durability and comfort are the main concern of public in relation to sport shoes

 Pricing strategy in India plays an important part in attracting consumers

 More than half of the population believes that Nike advertisements are

satisfactory

22
 BIBLIOGRAPHY

Books/Magazines Referred

Berry L.L (1995) “Relationship marketing of services- growing interest, emerging

perspectives.

Homer.P.Kahle L.R.(1998) “ a structural equation test of the value-attitude – behavior-

hierarchy”.

Howard J (1989) consumer behavior in marketing strategy, Englewood Cliffs.

Kotler.P. (1997) marketing management, analysis, planning, implementation and Control.

Kotler (2000) marketing management, Millennium edition

Websites

www.researchandmarkets.com

www.google.com

www.nike.com

www.adidas.com

www.wikipedia.com

23
 ANNEXURE

1. Name:

2. Age:
 Less than 20 years.
 20-30 years.
 30-40 years.
 Above 40 years.

3. Gender:
 Male.
 Female.

4. Occupation: if you choose service or business then answer Q5 otherwise move to Q6.
 Service
 Student
 Business
 Any other (specify):

5. Monthly Income:
 Less than Rs 10,000.
 Rs 10,000 – Rs20, 000.
 Rs 20,000 – Rs 30,000.
 Rs 30,000 – Rs 40,000.
 Above Rs 40,000

6. Do you prefer brand products?

 Yes
 No

7. Do you preffer wearing sports shoes?

 Yes
 No

8. What brand do you prefer the most?

 Reebok
 Nike
 Adidas
 puma
 Any other

24
 9. What factors influence you to go to a particular brand?
Quality
Price
Durability
Variety
Any other

10. Are you satisfied with the quality of your preferred brand?
Yes
No
No comments

11. Are you satisfied with the price range?

Yes
No
No comment

12. How do you consider the importance of sports shoes?

Comfort
Price
Durability
Use in sports
Any other

13. What kind of promotional tool do you prefer?

Lucky coupons
Discount
Free gift
Buy 1 get 1 free
Any other

14. Are you willing to buy preferred brand at lower rate but with negotiable
quality?
Yes
No

15. Will you purchase another brand of same quality with lesser price?
Yes
No

16. Is there any impact of advertisement on selection of brands?

Yes
No

25