INTRODUCTION

OF

ADIDAS

1
 INTRODUCTION OF ADIDAS

Although urban legend has it that the word "Adidas" is an anagram of the phrase "all day

I dream about sports," the athletic wear company gets its name from its founder, Adolph

"Adi" Dassler. He and his brother founded the company that would become a worldwide

brand, but their history as members of the Nazi Party isn't as well known.

Beginnings of Adidas Shoes

In 1920, at the age of 20, avid soccer player Adolph (Adi) Dassler, son of a

cobbler, invented spiked shoes for track and field. Four years later Adi and his brother

Rudolph (Rudi) founded the German sports shoe company GebrüderDassler OHG—later

known as Adidas. T

By 1925 the Dasslers were making leather shoes with nailed studs and track shoes with

hand-forged spikes.

Beginning with the 1928 Olympics in Amsterdam, Adi's uniquely designed shoes began

to gain a worldwide reputation. Jesse Owens was wearing a pair of Dassler's track shoes

when he won four gold medals for the US at the 1936 Berlin Olympics.

At the time of his death in 1959, Dassler held over 700 patents related to sports shoes and

other athletic equipment. In 1978, he was inducted into the American Sporting Goods

Industry Hall of Fame as one of the founders of the modern sporting goods industry.

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The Dassler Brothers and World War II

During the war, both Dassler brothers were members of the NSDAP (The National

Socialist German Workers' Party) and eventually even produced a weapon called

"Panzerschreck" an anti-tank bazooka, made with the help of forced labor.

The Dasslers both joined the Nazi Party prior to the war, and Adi supplied shoes to the

Hitler Youth movement, and to German athletes at the 1936 Olympics. It's also believed

that AdiDassler used Russian prisoners of war to help at his factory during the war since

there was a labor shortage due to the war effort.

The Dasslers had a falling out during the war; Rudolf believed Adi had identified him as

a traitor to American forces. In 1948, Rudi founded what would later become Puma, a

rival shoe company to Adidas.

Adidas in the Modern Era

In the 1970s, Adidas was the top athletic shoe brand sold in the US. Muhammad Aliand

Joe Frazier were both wearing Adidas boxing shoes in their "Fight of the Century" in

1971. Adidas was named the official supplier for the 1972 Munich Olympic Games.

Although still a strong, well-known brand today, Adidas' share of the world sports shoe

market dropped over the years, and what began as a German family business is now a

corporation (Adidas-Salomon AG) combined with the French global concern Salomon.

In 2004 Adidas bought Valley Apparel Company, a U.S. company that held licenses for

outfitting more than 140 U.S. college athletic teams. In 2005 Adidas announced that it

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was purchasing the American shoemaker Reebok, which allowed it to compete more

directly with Nike in the U.S. But the Adidas world headquarters are still located in

AdiDassler's hometown of Herzogenaurach. They also have an ownership stake in

German soccer club 1. FC Bayern München.

Recent Years

The slogan and the company both goes along with each other as it says, ―Impossible is

nothing.‖ For some decades now, the company is in harmony with sports figures and

clubs. No wonder it has risen from sports figures to daily household images and general

people.

The sporty attitude and athletic prowess have been its identity right from the dawn of its

establishment. It‘s has grown with more innovative ideas and focused on creating brand

awareness and other marketing strategies.

Milestones and Achievements

The first ever sportswear adidas ever made was for FranzBeckenbauer in 1967

Figures like ZinedineZidane, Michael Ballack, and Allyson Felix have been associated

with adidas. Sports like football and other games like Basketball, Golf, Tennis, Cricket,

Rugby, Skateboarding, and Gymnastics have barely gone without adidas' involvement.

One of the main focuses of adidas is football kit and its associated equipment.

adidas supplies team kits for football teams and clubs of international repute like Bayern

Munich, A.C. Milan, Chelsea and Real Madrid. Apart from that, the company‘s strategies

have also focused on more successful players, innovative public focused brands, and

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brand extension. Along with the football kits, the company also distributes referee kits

used in international matches and club matches

With over 1000 stores around the world, the company has risen to extreme heights of

success. It has been successful in creating an influential marketing with advertising and

other marketing tools. Its current slogan is ―adidas is all in‖.

The fact is that adidas not only has become the image of sports fashion and attitude, but

the has presented a unified image of sports, street, music, pop- culture, and other fashion

statements, creating its significant existence through its good communication strategies.

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LITERATURE

REVIEW

6
 LITERATURE REVIEW

Peter and Olson, (1993) mention that interactions between the people‟s

emotions, moods, affection and specific feelings is called customer behavior,

in other words in environmental events which they exchange ideas and

benefits each is called customer behavior . Buying behavior of people, who

purchase products for personal use and not for business purposes.Cyert

(1956) may have been the first to observe that a number of managers in

addition to the purchasing agents are involved in buying process, and the

concept was labeled „buying behavior‟ and popularized by Robinson(Faris

and Win 1967). Webster and Wind (1972) famously identified five buying

roles, they are: 1. users 2. Influencer 3.buyer 4.decider and 5 Gatekeeper

(Webster and wind, 1972). Further categories have been suggested as the

„initiator‟ (Bonoma, 1981), and the „analyst‟ and spectator by Wilson

(Wilson, 1998). The product purchase decision is not always done by the

user. The buyer necessarily purchases the product. Marketers must decide at

whom to direct their promotional efforts, the buyer or the user. They must

identify the person who is most likely to influence the decision. If the

marketers understand customer behavior, they are able to predict how

customers are likely to react to various informational and environmental

cues, and are able to shape their marketing strategies accordingly (Kotler,

1994). Schiffinan and Kanuk(2004)define customer‟s behavior as the

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behavior that the customers display in searching for purchasing, using,

evaluating and disposing of products and services that they expect will

satisfy their needs. Customer buying behavior incorporates the acts of

individuals directly involve in obtaining, using and disposing of economics

goods and service including the decision process that precede and determine

these acts.

The purpose of this study is to determine the brand perception of six athletic

brands. The review of literature will concentrate on the six selected brands

and explain the advertising and media promotion that each company has

provided to the public. Consumers often base their perception about a brand

from both use of the particular brand but also are influenced by the

advertising or message which the company provides to consumer. Brand

Perception Consumers have a significant influence on brand perception,

brand concept management plays a vital role in creating a sustainable brand.

It is suggested that there are three stages that allow consumers to perceive

brand value. These three stages include introduction, elaboration, and

fortification. Introduction is the stage that allows consumers to understand

brand image, which often occurs during market entry. Elaboration is the

stage that enables consumers to perceive the brand‘s increasing value.

During this stage, positioning strategies should focus on enhancing the value

of the brand in comparison to its competitors. Lastly, fortification is the stage

that generalizes the product to other products created by the specified

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company. Although fortification is the final stage, Park, Jaworski, and

MacInnis suggest that the elaboration stage should continue throughout the

life of the brand (Jaworski, MacInnis, Park, 1986).

A significant factor to consider when moving towards understanding a

consumer is to analyze consumer purchase behavior. In this particular study,

it is important to understand how consumers evaluate quality, as well as the

specific criterion that consumers utilize to evaluate a product during the

purchasing process. In a separate study conducted to understand consumer

perceptions of clothing quality, it was found that 75% of the informational

cues were used by consumers, which can include cues such as fabric,

fashion, performance, and hand. While 36% of consumers relied on

expectations of a high-quality garment in their purchase decision, such as

how long the garment should last and the positive feeling experienced when

wearing the garment (Herbst, 2010). Given that the informational cues were

the most significant to the consumer in the purchase process, this study will

also focus on informational cues. Another study that examined women

specific consumer purchase behavior examined the specific criteria utilized

by consumers. Respondents identified that the style attribute was the most

important, followed by price, retail store, and lastly, brand. It was also

concluded that there is a relationship between age and style as well as age

and brand (North, 2010). The six athletic brands selected for the study are

Nike, Adidas, Champion, Puma, Under Armour and Athleta. Each of these

brands will be discussed as to the mission and advertising promotion which

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the company provides in their websites and media

Adidas was established in 1949 in Herzogenaurach, Germany, where its

headquarters are still located to this day. The company considers itself to

employ a multi-brand strategy through both mass and niche markets by

engaging athletes and fashionist as with their distinct and versatile products.

In addition, Adidas is comprised of ―more than 55,000 [employee] in over

160 countries, we produce more than 778 million product units every year

and generate sales of € 17 billion (all figures relate to 2015)‖ (―Adidas

Official Website‖, 2017). Adidas also prides itself on each of their internal

brands (Adidas, Reebok, and Taylor Made) complementing one another to

add to the value of their product. The guiding principles in which Adidas

strives to live by include: strengthening their brands and products to remain

competitive, staying consumer focused, being leaders in innovation and

design, delivering ―outstanding financial results‖ (―Adidas Official Website‖,

2017), and lastly, remaining a global organization that is socially and

environmentally responsible. Adidas official mission statement is, ―The

Adidas Group strives to be the global leader in the sporting goods industry

with brands built on a passion for sports and a sporting lifestyle‖ (―Adidas

Official Website‖, 2017). The advertisements convey the lifestyle mentality

Adidas has further been adopting in recent years, featuring celebrities such as

Snoop Dawg. The term ―all original‖ featured refers to the original,

throwback styles that Adidas began the company by producing. These styles

have become retro in a sense and are being seen as lifestyle products today.

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COMPANY

PROFILE

11
 COMPANY PROFILE

INTRODUCTION

Adidas has its roots in Germany but we are a truly global company. Around

the world we employ over 57,000 people. Employees from about 100 nations

are working at our global HQ in Herzogenaurach, Germany – the ‗World of

Sports‘. Every year we produce over 900 million sports and sports lifestyle

products with independent manufacturing partners worldwide. In 2018 we

generated sales of € 21.915 billion. These numbers alone can easily suggest

that adidas is quite a large and also multifaceted organization. True. But we

keep things simple, lean and fast. And we will use this approach now to give

an overview of what our company is all about.

Being the 61th ranked brand amongst the World‘s Most Valuable Brands and

having more than 92 innovative companies, adidas has positioned itself as

the leader in the world market. adidas is world renowned for its sports-

related products like sports clothing, shoes, bags, shirts, watches, eyewear

and other accessories.

Founders

Adolf "Adi" Dassler established a shoe factory along with his brother in 1924 and named

it Dassler Brothers Shoe Factory.

The brothers parted ways to form two different companies on their accord, adidas and

Puma. Today it has truly lived up to its tagline ―Impossible is Nothing‖ having earned

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€14.88 billion and ranking itself as the second largest sportswear manufacturing company

in the world in 2012.

Full Name : adidas AG

Founded : 1949

Founder : Adolf Dassler

CEO : Herbert Hainer

Industry : Fashion & Retail

Sector : Public

Country : Germany

Website : adidas-group.com

IT IS ALL ABOUT SPORT

This is where we come from, everything we do is rooted in sport. And sport plays an

increasingly important role in more and more people‘s lives, on and off the field of play.

Sport is central to every culture and society and is core to an individual‘s health and

happiness. Therefore, we believe that, through sport, we have the power to change lives.

This core belief guides the way we run our company, how we work with our partners,

how we create our products, and how we engage with our consumers.

WE PLAY TO WIN

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Athletes will not settle for average. And neither do we. We have a clear mission: To be

the best sports company in the world. Every day, we come to work to create and sell the

best sports and fitness products in the world, and to offer the best service and consumer

experience.

OUR BRANDS

Adidas Mission, Vision & Values

Mission Statement

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Mission Guiding Principles remind us of what is important. Performance calls for focus

and dedication. This is why we have set ourselves Guiding Principles to make sure we

stay on the right track. They remind us of what is important. We are committed to

continuously strengthening our brands and products to improve our competitive position.

We are consumer-focused and therefore we continuously improve the quality, look, feel

and image of our products and our organisational structures to match and exceed

consumer expectations and to provide them with the highest value. We are innovation

and design leaders who seek to help athletes of all skill levels achieve peak performance

with every product we bring to market. We are dedicated to consistently delivering

outstanding financial results. We are a global organisation that is socially and

environmentally responsible, that embraces creativity and diversity and is financially

rewarding for our employees and shareholders.

Vision Statement

We are innovation and design leaders who seek to help athletes of all skill levels achieve

peak performance with every product we bring to market. We are consumer focused and

therefore we continuously improve the quality, look, feel, and image of our products and

our organizational structures to match and exceed consumer expectations and to provide

them with the highest value. We are a global organization that is socially and

environmentally responsible, that embraces creativity and diversity, and is financially

rewarding for our employees and shareholders. We are dedicated to consistently

delivering outstanding financial results.

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 Values

 Performance

 Passion

 Integrity

 Diversity

OUR MISSION

To be the best sports company in the world.

STRATEGY

We‘re all ‗Creating the New‘ – because we believe that, through sport, we have the

power to change lives

Everything we do is rooted in sport. The good news is that sport plays an increasingly

important role in more and more people‘s lives, on and off the field of play, so we

operate in a highly attractive industry. We push the boundaries of products, experiences

and services to drive brand desire and capitalize on the growth opportunities in sport as

well as in sports-inspired casual and activewear. However, the importance of sport goes

far beyond that. Sport is central to every culture and society and is core to an individual‘s

health and happiness. Therefore, we believe that, through sport, we have the power to

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change lives. And we work every day to inspire and enable people to harness the power

of sport in their lives.

ON A CLEAR MISSION

We want to be the best sports company in the world. What does that mean? Well, to us

‗best‘ means that we design, build and sell the best sports products in the world, with the

best service and experience, and that we do so in a sustainable way. But ‗best‘ is also

what our consumers, athletes, teams, partners, media and shareholders say about us.

WITH A SOLID PLAN

‗Creating the New‘ is not only the attitude that leads us into the future, it is also the name

of our strategic business plan until the year 2020 to accomplish our mission. At the core

of Creating the New stands our ambition to further drive top- and bottom-line growth by

significantly increasing brand desirability. We therefore focus on our brands as they

connect and engage with our consumers – to deep dive into the world of our core brands

adidas and Reebok click on the following links:

adidas

Reebok

We know that, in order to be successful, we need to get closer to our consumers than ever

before. To achieve that, our plan is based on three strategic choices: Speed, Cities and

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 Open Source. For more information around these three choices, please scroll further

down.

But ultimately, Creating the New has its powerful foundation in our unique corporate

culture. We have great talents in our organization who work with passion for sports and

our brands. It is our people that bring our strategy to life and make the difference in

achieving our long-term goals. To read more about our culture at adidas click here.

OUR STRATEGIC CHOICES

Our business plan is built around three strategic choices that will enable us to focus even

more on our consumers:

 Speed – How we deliver: Putting our consumers at the heart of everything we do and

serving them in the best possible way means that we need to ensure that they always find

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 fresh and desirable products where and when they want them. We will become the first

true fast sports company.

 Cities – Where we deliver: Urbanization continues to be a global megatrend. Most of the

global population lives in cities. Cities are shaping global trends and consumers‘

perception, perspectives and buying decisions. We have identified six key cities in which

we want to over-proportionally grow share of mind, share of market and share of trend:

London, Los Angeles, New York, Paris, Shanghai and Tokyo.

 Open Source – How we create: This is all about collaboration and innovation. About

learning and sharing. We are opening the doors of our brands inviting athletes, consumers

and partners to co-create the future of sport and sports culture with us.

CREATING THE NEW ACCELERATION PLAN

To foster our brand momentum and accelerate sales and earnings growth, we introduced a

number of initiatives that we will focus on in addition to the three strategic choices and

our corporate culture – Portfolio, North America, Digital and ONE adidas.

 Portfolio: This is all about more focus and less complexity. We are constantly revisiting

and sharpening the focus of our brand portfolio, fully concentrating on adidas and

Reebok and on our core competencies in footwear and apparel. This will allow us to

reduce complexity and pursue our consumer in a more targeted and consequent way.

 adidas North America: North America represents the biggest market in the sporting goods

industry with a total share of approximately 40%. It is the single biggest growth

opportunity for the adidas brand. That is why we have made North America a strategic

priority and started to significantly increase our investments into our US business –

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 people, infrastructure, marketing and point-of-sale – in order to be more relevant and

always visible to the consumer.

 Digital: The digital transformation is fundamentally changing the way our consumers

behave and the way we work. Technology has enabled us to build more direct

relationships with our consumers. With our relatively young workforce we are in the

unique position to continuously improve our digital capabilities – not only to interact

with the consumer, but also to become faster, better and more efficient in every part of

the organization.

 ONE adidas: We continuously strive for operational excellence. ONE adidas

encompasses a set of initiatives that will enable us to work smarter, more efficiently and

in a more aligned way. Because we know that when we act as one global company

instead of 20 smaller ones, we can only get better.

ADIDAS AND THE ‘BADGE OF SPORT’

The adidas brand has a long history and deep-rooted connection with sport. Everything

we do is rooted in sport. This is what ‗The Badge of Sport‘ stands for as a brand mark.

Our broad and diverse sports portfolio, from major global sports such as football and

running, to regional heartbeat sports such as American football and rugby, has enabled

the brand to transcend cultures and become one of the most recognized and iconic global

brands, on and off the field of play.

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The adidas brand‘s mission is to be the best sports brand in the world, by designing,

building and selling the best sports products in the world, with the best service and

experience.

CONSUMER OBSESSION

Everything at adidas reflects the spirit of our founder AdiDassler. His main objective

back in those days already was to make athletes better and still today the consumer is at

the heart of everything the adidas brand does.

Driven by a relentless pursuit of innovation as well as decades of accumulating sports

science expertise, we cater for all, from elite professional athletes and teams to any

individual who wants to make sport part of their lives. We believe that, through sport, we

have the power to change lives. We are obsessed with helping athletes of all levels to

make a difference – in their game, in their lives, in their world.

CREATING FOR AND WITH THE CREATORS

adidas is the original sports brand, driven by innovation and a bias to action. We are

creators, makers and doers. Creativity is what fuels us – whether it's on the field, on the

court, or on the street, creativity is our inspiration.

Right at that border of sport and creativity we constantly strive to come up with the next

innovation and original product to make athletes better. But we are not doing all that

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behind closed doors. We are opening our company up for endless opportunities and

creativity, calling all creators and inviting them to take part, to explore new territories and

to co-create the future of sport with us.

ORIGINAL IS NEVER FINISHED

No matter how serious you are about sports – a sporting lifestyle does not end in the

locker room. adidas has been at the forefront of defining sports culture since they first

applied stripes to leather, more than 65 years ago. In 2001, adidas introduced Originals –

a lifestyle brand marked by the iconic Trefoil logo that draws inspiration from adidas‘

rich archives and legacy. Combining contemporary youth culture with the kind of

creativity and courage found on courts and in sporting arenas, Originals strives to forever

remain innovative and authentic. Led by those that continue to shape and define creative

culture, adidas Originals lights the way as the pioneering sportswear brand for the street.

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CORE – ACCESSIBLE SPORTSWEAR FOR ALL

adidas Core exists to enable anyone to harness the power of sport in their game, in their

lives and in their world – anyone, anywhere, always. We are calling it accessible

sportswear for all since it is deeply rooted in the adidas core belief that through sport we

have the power to change lives.

It is about telling a story based on inclusiveness, ambition, innovation, quality and style.

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 SWOT ANALYSIS OF ADIDAS

Adidas

Parent company Adidas Group

Category Apparel and accessories

Sector Lifestyle and Retail

Tagline/ slogan All in; Impossible is Nothing

Adidas is a world renowned company for sports equipment,

Usp clothing and other accessories

Adidas STP

Young men ,women and children who have passion for fitness and

Segment sports

Target group Urban upper-middle and upper class

Positioning Adidas stands for passion for sports

Adidas SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats

Strengths (SWOT) Analysis of Adidas :

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 1. Adidas company has a long heritage and high brand value since

1924.

2. Adidas sponsors major sporting events including Olympics and

major sportsmen and teams.

3. The company has worldwide presence and is internationally

recognized.

4. Adidas has a very diversified product portfolio ranging from

sports shoes, equipments to clothing and accessories.

5. Strong and innovative marketing since years have created a

strong brand retention of Adidas in the minds of customers

6. A workforce of over 45,000 employees

7. Excellent advertising of Adidas products through TVCs, online

ads, print media, hoardings etc

8. The brand is associated with several sport stars as their brand

ambassadors

1. The products by Adidas can sometimes be costly due to

innovative technology or production method

2. Stiff competition and similar big brands means customers have

Weaknesses high brand switching

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 1. To keep up with the competition, Adidas generates close to 60

new foot-friendly designs each year.

2.The company can venture into making more stylish designs and

cuts

3. Tie-up with emerging sports teams/clubs/players internationally

can boost Adidas's brand presence

Opportunities 4. Brand building by setting up sponsored sports academies

1. Other brands offering more styles and varieties, thus more

competition

2. Threat from other competitive brand who produce sports

equipment and accessories at a lesser cost

Threats 3. Pirated/fake imitations affect brand image of Adidas

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 COMPETITORS

Nike

Nike Inc. was incorporated in 1969 that designs, manufacture, market and sells sports

footwear, apparel and other related accessories and services. Nike Brand, Converse,

Hurley and Jordan Brand are the portfolio brands of the company. Nike is a great success

through its product innovation and superior quality. Nike is the Top competitor of

Adidas.

NIKE Brand Valuation. $122.3 billion

PUMA

PUMA is worth mentioning and one of the strong Adidas competitors. The reason is that

once Puma and Adidas were operated under the brand name

of GebrüderDasslerSchuhfabrik by Rudolf and Adolf. Later on their relations were

deteriorated and separate the entity in to two companies Adidas and PUMA. Now PUMA

is competing with Adidas brand in the market.

PUMA designs and manufactures, distributes and sales lifestyle and sports products i.e.

footwear, apparel and other related accessories. PUMA brand categories consist puma,

tretorn and cobra golf. Both Scandinavian Tretorn Group and Cobra Golf were acquired

by PUMA in 2001 and 2010 respectively.

PUMA Brand Valuation. $6.8 billion

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Under Armour

The third in the competitor list is Under Armour. Another successful brand in the

category of sports, footwear and casual apparel founded in 1996. The company shows

great commitment and become leader in the apparel and footwear industry. According to

the company annual report, it the business activities of UA is to develop, market and

distribute footwear, performance apparel and related accessories for women, men and

youth. From youth to professionals, Under Armour products are worn by athletes and

active lifestyle consumers. Its 66% revenue was generated by apparel products and by

region and North America produced 76% revenue. Without any doubt Under Armour is a

strong competitor of Adidas

Under Armour Brand Valuation. $9 billion

New Balance

New Balance is an American multinational brand that maintained its manufacturing

presence in the United States and United Kingdom. This company products are more

expensive than its competitors like Adidas, Nike and Under Armour. The reason behind

premium pricing is the product quality and technology integration also because USA and

UK consumers always prefer high quality products. New Balance is a tough competitor

of Adidas and my popular brands in the footwear and apparel category.

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ASICS

ASICS founded in 1949 with the committed to contribute to society through sports.

ASICS is Japanese brand engaged in developing, manufacturing and selling of sports

goods. The ASICS target market is United States, Australia and United Kingdom. The

ASICS announced an online platform for Indian market in December 12, 2018. In 2011

the ASICS replaced Adidas and became official kit manufacture for Cricket Team of

Australia. ASICS is amongst many competitors of Adidas.

FILA

Fila is a Korean based sport company that manufactures and distributes both sports and

leisure footwear and apparel. Fila is a good choice for middle class people who are the

major population of any society. Fila has a rich background and remained an important

part of several sponsorship e.g. Australian cricket team, Korean football team and many

other. The company regularly sponsors events and many athletes and sports personalities

are its brand ambassadors.

Hanesbrands

Hanesbrands is an American apparel brand that designs, manufacture and sells different

type of apparels to men, women and youth. There are four basic segments of the

company Innerwear, activewear, direct to consumer and international. The Hanesbrands

target market is United Kingdom, Italy, France, Spain and Germany. In the apparel

segment it is one of Adidas competitors.

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Foot Locker

Foot Locker is another competitor of Adidas brand. Foot Locker is an American athletic

footwear and apparel retailer situated in New York City, They are operating two different

segment. The athletic storesthrough retails and direct to consumer segments through its

website

and catalogue. It has more than 3000 stores that are located in United Stated, Canada,

Asia, Middle East and Europe. The company showed great commitment and ranked 348

on fortune500 list.

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 RESEARCH

METHODOLOGY

31
 RESEARCH OBJECTIVE

The research study tends to follow and achieve specific objectives.

The objectives of this particular study are:-

 To know the personal views of the people regarding various branded shoes.

 To study which branded shoe is mostly preferred by people as per their choices.

 Comparison between various branded shoes.

Find out factors influencing the people at the time of purchasing shoes such as

Quality, durability, variety, price, and use in sports.

RESEARCHPROBLEMS:-Consumer‘s perception towards adidasshoes.

RESEARCH METHODOLOGY:-Descriptive method.

INSTRUMENTS USED

Primary data collected through sample survey from the selected elementsin malls and

super markets. So for this purpose I have most popular tool of primary data collection

through direct communication with respondents.The tools I used are questionnaire.

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METHOD OF DATA COLLECTION

Actually data is of two kinds which are following-

a) Primary Data:

primary data are those, which are afresh and for thefirst time and this happen to be

original in character.

b) Secondary Data:

secondary data are those data which have alreadybeen collected by someone else and

which have already been used as per required.There are basically two sources to collect

secondary data)

Internally: provided by company/organization

Externally: various publication of central, state and local government.

 Books, magazines, newspapers

 Internet

After only keeping in mind one can think about what type of data has to becollected

during research as our research is concerned I have to gather primary data for customer

preference.

SAMPLING PLAN

SAMPLE METHODS:-Random simple sampling

SAMPLE SIZE:-100

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PRIMARY DATA:-QuestionnaireInterview

SAMPLING AREA:-Gomti Nagar, Hazratganj

TYPE OF RESPONDENT:-Students

STATICAL TOOL:- Percentage

RESEARCH INSTRUMENTS

QUESTIONNAIRE DESIGN:

As the questionnaire is self administered one, the survey is kept simple anduser friendly.

Words used in questionnaire are readily understandable to allrespondent.I have made the

questionnaire in which questions are according to theresearch and these are convenience

for the respondent.

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DATA ANALYSIS AND

INTERPRETATION

35
Q1. WHICH BRAND DO YOU PREFER?

BRAND PERCENTAGE FREQUENCY

Adidas 36 36

Puma 26 26

Nike 28 28

Others 10 10

40

35

30

25

20

15

10

0
Adidas Puma Nike Others

COMMENT: most of the people prefer to wear shoes of Adidas brand. The second most

demanded brand by the people is Nike.

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Q.2 ARE YOU SATISFIED WITH THE QUALITY OF PREFERD BRAND?

OPTION PERCENTAGE FREQUENCY

YES 98 98

NO 2 2

NO
YES

COMMENT: Most of the people in surveyed region were satisfied with their brand.

Some people dissatisfied because of price, quality, etc. of the product. Hence, it state that

customer demand something more and their expectation from their brand is high.

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Q.3 ARE YOU SATISFIED WITH THE PRICE RANGE?

OPTION PERCENTAGE FREQUENCY

YES 64 64

NO 19 19

NO COMMENT 17 17

YES
NO
NO COMMENT

COMMENT: Price does not seem any obstacle in the way of consumers. Most of the

people were happy with given price. If the company add some new features with the

increased price than also the customer are ready to buy.

38
Q.4 IF PRICES OF YOUR PREFERED BRAND INCREASES WILL YOU

PURCHASE AGAIN?

BRAND PERCENTAGE FREQUENCY

Same brand 58 58

Cheaper brand 16 16

Any other brand 26 26

60

50

40

30

20

10

0
Same brand Cheaper brand Any other brand

COMMENT: increment in price affects the trend and market of the ―branded sports

shoe‖.

Most of the people will stick to their brand as this shows they are more loyal towards

their brand.But some people will go for new brand at lower price if the price of their

brand increases.

39
Q.5 HOW DO YOU CONSIDER THE IMPORTANCE OF SPORTS SHOES?

IMPORTANCE PERCENTAGE FREQUENCY

Comfort 68 68

Price 4 4

Durability 16 16

Use in sports 10 10

Any other 2 2

70

60

50

40

30

20

10

0
Comfort Price Durability Use in sports Any other

COMMENT: the main ground shoe being purchased is the comfort of the shoe. This

indicates the quality preference among consumers, rather than price, durability etc. That

is the reason why the people buy the shoes even its price is high.

40
Q.6 DO YOU NORMALLY SWITCH OVER THE BRAND?

OPTION PERCENTAGE FREQUENCY

YES 44 44

NO 56 56

YES
NO

COMMENT: Most of the people were not ready to switch over from their brand.As they

have trust on the quality provided by their brand. They don‘t have idea about the quality

of other brand.

41
Q.7 IS THERE ANY EFFECT OF ADVERTISEMENT ON SELECTION OF

BRANDS?

OPTION PERCENTAGE FREQUENCY

YES 69 69

NO 31 31

NO

YES

0 10 20 30 40 50 60 70 80

COMMENT: Advertisement plays a crucial role in the brand selection. The brand

should focus on their advertisement to increase their sales in market.

42
Q.8 WHAT TYPE OF PROMOTIONAL TOOL YOU PREFER?

OPTION PERCENTAGE FREQUENCY

Lucky Coupon 11 11

Free gift 14 14

Discount 60 60

Buy one get one free 15 15

70

60

50

40

30

20

10

0
Lucky coupon Free gift Discount Buy one get one free

COMMENT: Respondents were more inclined towards the discounts package in

companies promotional tools.Occational discount over the product will attract more

customer to purchase the brand product.

43
Q.9 IS THERE ANY IMPACT OF CELEBRITIES ON YOUR PURCHASE?

OPTION PERCENTAGE FREQUENCY

YES 52 52

NO 48 48

YES
NO

COMMENT: Celebrities have a special impact on the mind of the consumers that affects

the purchasing sense of consumers. Hiring famous celebrities for endorsement such as

cricketer, actors, etc. will influence the buying behavior of customers.

44
Q.10 DO YOU THINK WEIGHT IS A FACTOR FOR CHOOSING BRAND?

OPTION PERCENTAGE FREQUENCY

YES 83 83

NO 17 17

YES
NO

COMMENT: Most of the users preferred to wear lighter shoe. The shoes which are

more comfortable to wear and lighter weight are mostly demand by the customers.

45
 FINDINGS

 Majority of respondents are using Adidas than Puma and NIKE.

 Most of the student‘s respondents are like to wear Adidas shoes.

 Price does not seem any obstacle in the way of consumers. Most of the people

were happy with given price.

 The main ground shoe being purchased is the quality of the shoe. This indicates

the quality preference among consumers, rather than price, durability etc.

 Weight proved its importance in purchasing of the shoe. Most of the users

preferred to wear lighter shoe.

 Celebrities have a special impact on the mind of the consumers that affects the

purchasing sense of consumers.

 Consumer look more brand loyal as they are not ready to leave their brand for

other brand of same weightage.

 Most of the people do not want to leave their preferred brand at the cost of ―low

prices‖.

46
 SUGGESTION

 Department stores are the prime sales and marketing channel for branded shoes.

In addition, store decorations and product displays should be designed to create a

strong first impression.

 Seasonal promotion campaigns, like special discounts and advertisements, could

be employed. New lines of collections should be introduced for festivals.

 The prices of branded shoes must be reduced to increase sales.

47
 LIMITATION

While surveying I encounter with some problems like-

 A survey should involve a larger sample size otherwise the findings of the survey

cannot be generalized.

 But a larger size may increase the time and cost of collecting the primary data

with the help of Questionnaire.

 Many of the respondents were not willing to fill the questionnaire.

 Some people were not willing to respond and few of them who responded were in

hurry hence the active participation was lacking. Due to which I faced difficulties

in collecting information‘s regarding our questionnaire.

 Another problem which I face was that people were hesitating to give information

about their views freely.

48
 CONCLUSION

The Objective of this research paper is to study consumer buying behaviour towards

Adidas products. This research is conducted in Lucknow and a survey method was used t

o collect thedata from 100 respondents.

Personal care sector is an integral part of the nation‘s economy withits huge potential.

The personal care industry is one of the largest consumer sectors in thecountry. The

purchasing power and disposable incomes of the Indian consumer haveconsiderably

increased and it has created a niche for leading organizations in this segment in thelast

decade, resulting in phenomenal growth in this sector.The purpose of this paper is to

investigate the various factors that have impact on buyingdecision of consumers. In this

paper, respondents were selected by convenient sampling methodand data was analyzed

and interpreted with the help of statistical techniques. The study revealsthat different

factors have significant influence on buying behavior. This study also contributesto the

knowledge of how cosmetic companies will be able to understand buying habits of

theconsumers.

49
 QUESTIONNAIRE

Q.1 Do you prefer wearing sports shoes?

(a) Yes []

(b) No []

Q.2 Which brand you prefer?

(a) Adidas []

(b) Puma []

(c) Nike []

(d) Other []

Q.3 Are you satisfied with the price range?

(a) Yes []

(b) No []

Q.4 Are you satisfied with the price range of preferred brand?

(a) Yes []

(b) No []

(c) No comment []

50
Q.5 If price of your preferred brand increases will you purchase again?

(a) Same brand []

(b) Cheaper brand []

(c) Any other brand []

Q.6 How do you consider the importance of sports shoes?

a) Comfort [ ]

b) Price [ ]

c) Durability [ ]

d) Use in sport [ ]

e) Any other [ ]

Q.7 Do you normally switch over the brand?

a) Yes [ ]

b) No [ ]

Q.8 Is there any effect of advertisement on selection of brands?

a) Yes [ ]

b) No [ ]

51
Q.9 What type of promotional tool you prefer?

a) Lucky coupon [ ]

b) Free gift [ ]

c) Discount [ ]

d) Buy one get one free [ ]

Q.10 Is there any impact of celebrities on your purchase?

a) Yes [ ]

b) No [ ]

Q.11 Do you think weight is a factor for choosing brand?

a) Yes [ ]

b) No [ ]

52
 BIBLIOGRAPHY

The list of reference for the purpose of completing this marketingproject is as given

below:

BOOKS:

Marketing management By: Philip Kotler

Marketing management By: J.C Gandhi

Functional management By: R.K.Sharma

INTERNET:

www.google.com

www.wlkipedia.com

www.paradise.com

http://www.businessdictionary.com/definition/customer-satisfaction-survey.html

http://blog.clientheartbeat.com/why-customer-satisfaction-is-important/

http://lexicon.ft.com/Term?term=customer-satisfaction

http://www.dho.edu.tr/sayfalar/02_Akademik/Egitim_Programlari/Deniz_Bilimleri_Ensti

tusu/Dergi/044_Emrah_Cengiz.pdf

http://www.rpgroup.org/system/files/An%20Overview%20of%20Customer%20Satisfacti

on%20Models.pdf

NEWSPAPER:

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