final entries

[1]

INTRODUCTION

The buying process is a combination of mental and physical activities that

ends with an actual purchase almost daily. Thus it is interesting to study the

connection within “what we buy” and “why we buy it”.

In this scenario, brands play a leading role in customer decision

making.

In present days, brands not only represent the name or the symbol of the

company that produce products (or provide services). Nowadays consumers are so

genuinely connected to brands that when they purchase any product (or utilize any

service), brands so often influence their final choice.

As the connection within brand and consumer behavior seems very

interesting and appealing, the purpose of this project is to create deeper

consideration of “what brand is”, as a concept, and “what brand does”, as a

factor, in buyers ‟ decision making process”.

The above study shows the consumers brand decision towards ADIDAS for

buying Sports Shoes. This is because of the trust, loyalty and brand equity created

by the firm among the consumer.

The Adidas Firm has formed an icon in the category of Sports Shoes and

among the Sports person as well as among the general public. The variety of

sports class shoes from the house of Adidas has generated a passion among the

sports person to prefer it and wear it.

Not only the brand plays important role in preferring Adidas shoes, the

comfort feel while wearing it and reliability provided by the firm tends to buy

Adidas shoes which is the important key factor of brand decision

[2]

INDUSTRY PROFILE

Indian leather industry is the core strength of the Indian footwear industry. It is the

engine of growth for the entire Indian leather industry and India is the second

largest global producer of footwear after China.

Reputed global brands like Florsheim, Nunn Bush, Stacy Adams, Gabor,

Clarks, Adidas, Nike, Reebok, Ecco, Deichmann, Elefanten, St Michaels, Hasley,

Salamander and Colehaan are manufactured under license in India. Besides, many

global retail chains seeking quality products at competitive prices are actively

sourcing footwear from India.

While leather shoes and uppers are produced in medium to large-scale

units, the sandals and chappals are produced in the household and cottage sector.

The industry is poised for adopting the modern and state-of-the-art technology to

suit the exacting international requirements and standards. India produces more of

gent’s footwear while the world’s major production is in ladies footwear. In the

case of chapels and sandals, use of non-leather material is prevalent in the

domestic market.

Leather footwear exported from India are dress shoes, casuals, moccasins,

sport shoes, horrachies, sandals, ballerinas, boots. Non-leather footwear exported

from India are Shoes, Sandals and Chappals made of rubber, plastic, P.V.C. and

other materials.

With changing lifestyles and increasing affluence, domestic demand for

footwear is projected to grow at a faster rate than has been seen. There are already

many new domestic brands of footwear and many foreign brands such as Nike,

Adidas, Puma, Reebok, Florsheim, Rockport, etc. have also been able to enter the

market.

[3]

The footwear sector has matured from the level of manual footwear

manufacturing methods to automated footwear manufacturing systems. Many

units are equipped with In-house Design Studios incorporating state-of-the-art

CAD systems having 3D Shoe Design packages that are intuitive and easy to use.

Many Indian footwear factories have also acquired the ISO 9000, ISO 14000 as

well as the SA 8000 certifications. Excellent facilities for Physical and Chemical

testing exist with the laboratories having tie-ups with leading international

agencies like SATRA, UK and PFI, Germany.

One of the major factors for success in niche international fashion markets

is the ability to cater them with the latest designs, and in accordance with the latest

trends. India, has gained international prominence in the area of Colours &

Leather Texture forecasting through its outstanding success in MODEUROP.

Design and Retail information is regularly made available to footwear

manufacturers to help them suitably address the season's requirement.

The Indian Footwear Industry is gearing up to leverage its strengths

towards maximizing benefits.

Strength of India in the footwear sector originates from its command on

reliable supply of resources in the form of raw hides and skins, quality finished

leather, large installed capacities for production of finished leather & footwear,

large human capital with expertise and technology base, skilled manpower and

relatively low cost labor, proven strength to produce footwear for global brand

leaders and acquired technology competence, particularly for mid and high priced

footwear segments. Resource strength of India in the form of materials and skilled

manpower is a comparative advantage for the country.

The export targets from 2007-08 to 2010-11 as tabulated below reflects the

fact that footwear sector is the most significant segment of the Leather Industry in

India.

[4]

India has emerged in recent years as a relatively sophisticated low to

medium cost supplier to world markets –The leather industry in India has been

targeted by the Central Government as an engine for economic growth.

Progressively, the Government has prodded and legislated a reluctant industry to

modernise. India was noted as a supplier of rawhides and skins semi processed

leather and some shoes.

In the 1970’s, the Government initially banned the export of raw hides and

skins, followed this by limiting, then stopping the export of semi processed leather

and encouraging local tanneries to manufacture finished leather themselves.

Despite protestations from the industrialists, this has resulted in a marked

improvement in the shoe manufacturing industry. India is now a major supplier of

leather footwear to world markets and has the potential to rival China in the future

(60% of Chinese exports are synthetic shoes).

India is often referred to as the sleeping giant in footwear terms. It has an

installed capacity of 1,800 million pairs, second only to China. The bulk of

production is in men’s leather shoes and leather uppers for both men and ladies. It

has over 100 fully mechanised, modern shoe making plants, as good as anywhere

in the world (including Europe). It makes for some upmarket brands including

Florsheim (US), Lloyd (Germany), Clarks (UK), Marks and Spencer (UK).

India has had mixed fortunes in its recent export performance. In 2000,

exports of shoes were US$ 651 million, in 2001 these increased to 663 million but

declined in 2002 to 623 million dollars (See Statistics). The main markets for

Indian leather shoes are UK and USA, which between them take about 55% of

total exports.

[5]

India has not yet reached its full potential in terms of a world supplier. This

is due mainly to local cow leather that although plentiful, has a maximum

thickness of 1.4

– 1.6mm, and the socio / political / infrastructure of the country. However,

India is an excellent supplier of leather uppers. Importation of uppers from India

does not infringe FTA with Europe or the USA. The potential is set to change

albeit slowly, but with a population rivalling China for size, there is no doubt the

tussle for world domination in footwear supply is between these two countries.

Few Interesting Facts:

- The Indian footwear retail market is expected to grow at a CAGR of over

20% for the period spanning from 2008 to 2011.

- Footwear is expected to comprise about 60% of the total leather exports

by 2011 from over 38% in 2006-07.

- Presently, the Indian footwear market is dominated by Men's footwear

market that accounts for nearly 58% of the total Indian footwear retail market.

- By products, the Indian footwear market is dominated by casual footwear

market that makes up for nearly two-third of the total footwear retail market.

- As footwear retailing in India remain focused on men's shoes, there exists

a plethora of opportunities in the exclusive ladies' and kids' footwear segment with

no organized retailing chain having a national presence in either of these

categories.

- The Indian footwear market scores over other footwear markets as it gives

benefits like low cost of production, abundant raw material, and has huge

consumption market.

[6]

- The footwear component industry also has enormous opportunity for

growth to cater to increasing production of footwear of various types, both for

export and domestic market.

In a Nutshell:

There are nearly 4000 units engaged in manufacturing footwear in India.

The industry is dominated by small scale units with the total production of 55%.

The total turnover of the footwear industry including leather and non-leather

footwear is estimated at Rs.8500-9500 crore (Euro 551.3-1723.1 Million)

including Rs.1200-1400 crore (Euro 217.6-253.9 Million) in the household

segment.

India's share in global leather footwear imports is around 1.4% Major

Competitors in the export market for leather footwear are China (14%), Spain

(6%) and Italy (21%).

The footwear industry exist both in the traditional and modern sector.

While the traditional sector is spread throughout the country with pockets of

concentration catering largely to the domestic market, the modern sector is largely

confined to select centers like Chennai, Ambur, Ranipet, Agra, Kanpur and Delhi

with most of their production for export.

Assembly line production is organized, and about 90% of the workforces in

the mechanized sector in South India consist of women. In fact, this sector has

opened up plenty of employment opportunities for women who have no previous

experience. They are trained to perform a particular function in the factory itself.

[7]

PRODUCTION PROCESS OF SPORTS SHOES

RAW MATERIALS OF THE SPORTS SHOES

Synthetic Materials:

Combinations of synthetic materials in a shoe allow for breathing room and

cushion the foot. Plastic materials such as Ethylene Vinyl Acetate (EVA), liquid

silicone or polyurethane foam give runners and athlete’s flexible stability in the

soles of exercise shoes. A nylon mesh material creates the upper and lining

structures of shoes. Rubber and polymer material designs can be made to look like

leather and can provide waterproof protection.

Cloth:

Cloth products such as canvas, satin and fleece effectively serve as products

to make house shoes, specialty occasion footwear and baby slippers. A fleece

lining traps body heat, keeping feet warm. Thin fabrics like cotton or satin

decorate shoes but do not typically provide enough protection from outdoor

elements when used alone. Canvas can function as a lining material or as an outer

material for the upper structure of shoes.

[8]

COMPANY PROFILE

The Adidas group at a glance:

A name that stands for competence in all sectors of sport around the globe.

The vision of company founder Adolf Dasseler has long become reality and his

corporate philosophy the guiding principle for successor generations.

The idea was as simple as it was brilliant. Adi Dasseler’s aim was to

provide every athlete with the best possible equipment. It all began in 1920, when

Adi Dasseler made his first shoes using the few materials available after the First

World War.

Today the Adidas product range extends from shoes, apparel and

accessories for basketball, soccer, fitness and training to adventure, trail and golf.

The Adidas name dates back to 1948, deriving from the first two syllables

of Adi dasseler’s first and last name. one year later, Adi Dasseler registered the

Three Stripes as a trademark. After a period spanning almost 70 years, the dasseler

family withdrew from the company in 1989, and the enterprise was transformed

into a corporation.

French-born Robert Louis-Dreyfus was Chairman of the Executive Board

from April 1993 to March 2001. It was he initiated Adidas flotation on the stock

market in November 1995. Since 2001, Herbert Hainer has been leading the

group.

Adidas Group:

In 1997, Adidas acquired the Salomon group, and the company’s name

changed to Adidas-Salomon AG. The Salomon group also included the

Taylor Made golf brand.

[9]

In October 2005, the Salomon business segment, including the related

subsidiaries and brands Salomon, Mavic, Bonfire, Arc’Teryx and Cliché’,

was sold to the Finnish Amer. Sports Corporation. The Company will

change its legal name to “Adidas AG” following shareholder approval at

the Annual General Meeting in May 2006.

On January 31, 2006, Adidas-Salomon AG acquired Reebok international

Ltd. The closing of the Reebok transaction marks a new chapter the history

of the Adidas group. By combining two of the most respected and well-

known brands in the worldwide sporting goods industry, the new Group

will benefit from a more in the mid-1930s Adi Dasseler was already

making 30 different shoes for eleven sports, and he had a workforce of

almost 100 employees. In less than two decades Adidas advanced to

become the world’s leading sports shoe manufacturer. After the turmoil of

the Second World War, Adi dasseler made a fresh start.

In 1947, with 47 workers, he began putting into practice the knowledge

gained from the pre-war period and also new ideas. Adi Dasseler made the

first post-war sports shoes using canvas and rubber from American fuel

tanks.

In 1948 he introduced Adidas as the company name, a combination of his

own first and last time. One year later he registered the-to this day-

unmistakable Three Stripes.

The breakthrough came for Adi Dasseler when Germany won the Soccer

World Cup in 1954. In the legendary Final against Hungary, the Germen

team wore boots with screw-in studs-by Adidas. Parallel to the rapid

developments in sport, Adi dasseler strove to specialize and optimize his

products. Adi dasseler was the first entrepreneur to use sports promotion in

order to make the public aware of his innovations. He started using well-

known athletes as advertising for his products. Many famous athletes such

as Jesse Owens, Mohammed Ali, Max Schmeling, Sepp Herberger and

[10]

Franz Beckenbauer counted themselves among the friends of the dasseler

Family.

Aggressive publicity became one of the cornerstones of his corporate

policy. From now on. Adi Dasseler came up with a product innovation for

every major event, documenting the superiority of Adidas footwear. In

constant contact with active athletes in a wide variety of disciplines, he

developed the optimal shoe for almost every sport. Together with his son

Horst, Adi Dasseler created an international company that was, and still is,

present at all the worlds sporting events.

From the mid-1960s, Adidas also started producing apparel for competition

and training. Ball production began in 1963, and ever since 1970 the

Official Match ball at all major soccer events has been an Adidas product.

Adi Dasseler died 1978, at the age of 78. Carrying on his heritage and

ideas, his name and his developments will continue to help athletes in their

efforts to push the limits of performance, on into the new millennium.

Following the death of the company founder, Adi Dasseler’s widow Kathe

and his son Horst took charge of running the company. Horst Dasseler the

opportunities offered by sports promotion. Under his guidance, Adidas

became a global leader in the sector of innovations in sports marketing. He

was also responsible for establishing the brand in France. Horst Dasseler

died unexpectedly in 1987, at the early age of 51.

In 1989, Adidas was transformed into a corporation. At the beginning of the

1990s, after a difficult transition period, Adidas returned to its roots and its

original.Producing top products in top quality again became the company’s

principle.

In 1991, Adidas launched Adidas EQUIPMENT, a line of performance-

oriented, functional footwear and apparel. With street ball in 1992, Adidas

started specifically addressing a younger target group.

[11]

In 1993, Robert Louis-Dreyfus took over management of the company. The

Frenchman initiated the comeback of the Three Stripes.

In 1995, the Adidas share was one of the most interesting new introductions

on the stock market.

In 1997, Adidas AG and the Salomon group combined to form adidas-

Salomon AG. Since 2001, Herbert Hainer has been leading the group.

In October 2005, the Salomon business segment, including the related

subsidiaries and brands Salomon, Mavic, Bonfire, Arc’Teryx and Cliché’,

was sold to the Finnish Amer Sports Corporation.

On January 31, 2006, Reebok international Ltd. Was acquired providing the

new adidas Group with a footprint of around €9.5 billion ($11.8 billion) in

the global athletic footwear, apparel and hardware markets.

[12]

KALYANI SQUARE PROFILE

Kalyani Associates (P) Ltd has rich heritage inherited from its parent

concern Rm.Appavu Chettiar Jewellery Shop, which was established in 1906. The

management team of Kalyani, namely Mr.L.Nanda Kumar and Mr.L.Murali

Krishnan are the fourth generation members.

The urge to establish a business of his own apart from his family business

made Mr.L.Nanda Kumar to start a business in the name of his mother Kalyani in

the year 1985. He was assisted by his brother Mr.L.Murali Krishnan. Under the

banner of “Kalyani Engineering company” they promoted products like Kirloskar ,

Comet, Enfield Pumpsets.

In a decade their product ranges kept on extended with Parry Genset,

Dyanmax Genset, Solar RES. Then the title of the firm was changed into “Kalyani

Power Products”, with association of Honda Power products. It gave the company

the first opportunity to market a multi-national brand.

The experience gained in dealing with petrol engines gave the courage to

handle two wheelers. High degree of passion to introduce the world leaders in two

wheelers to the Madurai market helped the company to win the confidence of

Honda Motorcycles Scooters India (P) Ltd. Honda Dealership started functioning

from 2001 as “Kalyani Motors”.

The attempt to expand and diversify was the perpetual dream of the

management, which decorated the arena of Kalyani with various reputed multi-

national brands like Prestige Smart Kitchen, Levi's, Planet Fashion, Maybell,

Giny & Jony, Jockey, Adidas, Nike, Reebok, Puma, Fastrack, Pizza Corner,

Baskin Robbins, Naturals and Elgi.

In 2004, all the firms of kalyani group were amalgamated as “Kalyani

Associates (P) Ltd”. With the vision of building a confident lifestyle – 360

degrees, the management is determined to keep on discover new business ventures

and beautify its business galaxy throughout its journey.

[13]

OBJECTIVES

To identify the profile of consumers who buy Adidas shoes.

To find the basic purposes of wearing Adidas shoes by respondents.

To identify the factors influencing brand decision in purchasing sports

shoes in general & Adidas brand in particular.

[14]

RESEARCH METHODOLOGY

RESEARCH DESIGN

A Research Design is simply the frame work or plan for a study used as a guide in

collecting and analysing of data .Descriptive research design was adopted for this study.

Descriptive research is used to

To describe the characteristics of certain groups

To estimate the proportion of people in a specified population who behave in a

certain way.

To make specific predictions.

SAMPLING DESIGN:

Sampling is the foundation of all Research. Sampling improves the accuracy and

validity of the result of the study. Sampling is the tool, and it helps to know the

characteristics of the population by examining only a small of it.

SAMPLING METHOD:

The Sampling method adopted for the study was Convenience sampling. In this

type of sampling, items for the sample are selected deliberately by the researcher. His

choice concerns the item remarks supreme.

SAMPLING SIZE:

The size of the study is 60.

[15]

METHOD OF DATA COLLECTION:

The important step in the project work is to obtain data. Both Primary and

Secondary data were collected for this study

PRIMARY DATA:

The researcher collected the primary data from the customers by using

schedules. Schedules contain a set of questions printed in a definite order. Schedules are

being filled in by the researcher himself. In some cases schedules may be handed over to

respondents and researcher may help in recording their answer to various questions in the

said Schedule.

SECONDARY DATA:

Books

Company Records

Web-sites

TOOLS FOR ANALYSIS:

The researcher has used the tools of data representation and SPSS package for the

study.

[16]

TABLE 7.1

TABLE SHOWING THE GENDER-WISE CLASSIFICATION OF

THE RESPONDENTS

S.No Gender No of respondents Percentage

1 Male 46 77

2 Female 14 23

Total 60 100

INFERENCE:

The above table shows that 77% of the respondents are males

and remaining 23% respondents are females.

[17]

CHART 7.1

CHART SHOWING THE GENDER-WISE CLASSIFICATION OF

THE RESPONDENTS

77%

23%

Male

Female

[18]

TABLE 7.2

TABLE SHOWING THE AGE-WISE CLASSIFICATION OF THE

RESPONDENTS

S.No Age No of respondents Percentage

1 Below 20 years 11 18

2 20 - 40 years 42 70

3 40 - 60 years 7 12

Total 60 100

INFERENCE:

The above table shows that 70% of the respondents are in the age

group between 20-40 years, 18% of the respondent’s age is less than 20 years.

[19]

CHART 7.2

CHART SHOWNG THE AGE-WISE CLASSIFICATION OF THE

RESPONDENTS

18%

70%

12%

Below 20 years

20 - 40 years

40 - 60 years

[20]

TABLE 7.3

TABLE SHOWING THE EDUCATIONAL QUALIFICATION OF

THE RESPONDENTS

S.No Education level No of respondents Percentage

1 Primary 1 2

2 High school 15 25

3 Diploma 16 27

4 Undergraduate 22 36

5 Postgraduate 6 10

Total 60 100

INFERENCE:

Most of the respondents are either degree or diploma holders.

[21]

CHART 7.3

CHART SHOWING THE EDUCATIONAL QUALIFICATION OF

THE RESPONDENTS

2%

25%

27%

36%

10%

Primary

High school

Diploma

Undergraduate

Postgraduate

[22]

TABLE 7.4

TABLE SHOWING THE OCCUPATION-WISE CLASSIFICATION

OF THE RESPONDENTS

S.No Occupation level No of respondents Percentage

1 Student 14 23

2 Businessman 12 20

3 Government 7 12

4 Professionals 27 45

Total 60 100

INFERENCE:

The above table shows that 45% of the respondents are

professionals.

[23]

CHART 7.4

CHART SHOWING THE OCCUPATION-WISE CLASSIFICATION

OF THE RESPONDENTS

23%

20%

12%

45% Student

Businessman

Government

Professionals

[24]

TABLE 7.5

TABLE SHOWING THE MONTHLY INCOME OF THE

RESPONDENTS

S.No Income level No of respondents Percentage

1 Below 10000 9 15

2 10001-20000 30 50

3 20001-30000 13 21

4 30001-40000 7 12

5 Above 40000 1 2

Total 60 100

INFERENCE:

From the above table it is inferred that 50% of the respondents’

monthly income is between Rs10001-20000

[25]

CHART 7.5

CHART SHOWING THE MONTHLY INCOME OF THE

RESPONDENTS

15%

50%

22%

11%

2%

Below 10000

10001 - 20000

20001 - 30000

30001 - 40000

Above 40000

[26]

TABLE 7.6

TABLE SHOWING THE REASONS FOR CHOOSING THEIR

BRAND OF SPORTS SHOES BY THE RESPONDENTS

S.No

Reason for

choosing sports

shoes

No of respondent Percentage

1 Price - -

2 Brand name 23 39

3 Models/Size/Color

Availability 17 28

4 Quality 12 20

5 Durability of the

product 8 13

Total 60 100

INFERENCE:

Brand name is a strong reason for choosing a particular brand of

shoe (39%) models (28%) are the next best reason for choosing a shoe and

respondents also considers quality (20%) before choosing a shoe.

[27]

CHART 7.6

CHART SHOWING THE REASONS FOR CHOOSING THEIR

BRAND OF SPORTS SHOES BY THE RESPONDENTS

39%

28%

20%

13%

Brand

Models/size/color availability

Quality

Durability

[28]

TABLE 7.7

BRAND OF SPORTS SHOES Vs, REASON FOR USING THAT

PARTICULAR BRAND

INFERENCE:

Adidas is mainly used for its brand name and its quality and Nike and Puma for

its availability & models as represented by the respondents.

Chi square Tests:

Null Hypothesis:

There is no significant difference between brand of sports shoes of the respondent and

reason for using that particular brand.

Research Hypothesis:

There is a significant association between brand of sports shoes and reason for using that

particular brand of the respondents.

statistics

Value df Asymp. Sig.

(2-sided)

Pearson Chi-Square 19.199a 6 .482

Confidence level = 5%; degree of freedom = 6; table value = 12.6

Calculated value is greater than table value, As a result of this, null hypothesis is rejected.

Research hypothesis is accepted. Hence, there is a significant association between brand

of sports shoes and reason for using that particular brand of the respondents.

Shoe

Brands

Reason For Using That Brand Of Sports

Shoes

Total Percentage Brand

Name

Models/Size/

Color

Availability

Quality Durability

Adidas 17 7 11 4 39 65

Nike 6 5 1 4 16 27

Puma 0 5 0 0 5 8

Total 23 17 12 8 60 100

Percentage 38 29 20 13 100

[29]

TABLE 7.8

TABLE SHOWING THE INVOLVEMENT OF RESPONDENTS’

IN SPORTS

INFERENCE:

Out of 60 people who are surveyed, only 37% are sports persons

and the remaining are not involved in sports.

S.No Involved in sports No of respondents Percentage

1 Yes 22 37

2 No 38 63

Total 60 100

[30]

CHART 7.7

CHART SHOWING THE INVOLVEMENT OF RESPONDENTS’ IN

SPORTS

37%

63%

Yes

No

[31]

TABLE 7.9

GENDER Vs, RESPONDENTS’ INVOLVEMENT IN SPORTS

Gender

Involvement in sports

Total Percentage Active in

Sports person

Non-sports

person

Male 15 31 46 77

Female 7 7 14 23

Total 22 38 60 100

Percentage 37 63 100

INFERENCE

50% of the women respondents are sports person and 67% of men

respondents are non-sports person.

[32]

TABLE 7.10

OCCUPATION Vs, RESPONDENTS WHO ARE INVOLVED IN

SPORTS

INFERENCE:

Students are very active in sports when compared to other

professionals, government employees & businessmen.

Occupation

Involved in Sports

Total Percentage Active in

Sports

Non-sports

person

Student 11 3 14 23

Businessmen 3 9 12 20

Government

Employees 1 6 7 12

Professionals 7 20 27 45

Total 22 38 60 100


[33]

TABLE 7.11

TABLE SHOWING THE SPORTS THE RESPONDENTS

BELONGS TO

INFERENCE:

Most of the respondents are cricket players as it is one of the major

sporting events in India.

S.No Sports names No of respondents Percentage

1 Cricket 9 41

2 Running – Athletics 6 27

3 Tennis 2 9

4 Football 2 9

5 Basketball 3 14

Total 22 100

[34]

CHART 7.8

CHART SHOWING THE SPORTS THE RESPONDENTS

BELONGS TO

41%

27%

9%

9%

14%

Cricket

Running

Tennis

Football

Basketball

[35]

TABLE 7.12

TABLE SHOWING THE WALKING HABIT OF THE

RESPONDENTS

S.No Regular walker No of respondents Percentage

1 Yes 42 70

2 No 18 30

Total 60 100

INFERENCE:

From the above table it is inferred that 70% are regular walker,

balance 30% of the people are not regular walker.

[36]

CHART 7.9

CHART SHOWING THE WALKING HABIT OF THE

RESPONDENTS

70%

30%

Yes

No

[37]

TABLE 7.13

OCCUPATION Vs, REGULAR WALKER

Occupation Regular Walker

Total Percentage Yes No

Student 8 6 14 23

Business Man 8 4 12 20

Government 5 2 7 12


Total 42 18 60 100


INFERENCE:

Most of the respondents have habit of walking, especially

professionals have more interest in walking.

[38]

TABLE 7.14

TABLE SHOWING THE EXERCISING HABIT OF THE

RESPONDENTS

INFERENCE:

The above table shows that 72% of peoples are regular in doing exercise,

remaining 28% of the peoples are not regularly doing any exercise.

S.No Regular exerciser No of respondents Percentage

1 Yes 43 72

2 No 17 28

Total 60 100

[39]

CHART 7.10

CHART SHOWING EXERCISING HABIT OF THE RESPONDENTS

72%

28%

Yes

No

[40]

TABLE 7.15

AGE Vs, EXERCISING HABIT OF THE RESPONDENTS

INFERENCE:

As age increases the respondents do have interest in exercising

regularly. And it is predominant among elderly persons.

Age wise

Exercising Habits

Total Percentage Active

exerciser

Passive

exerciser

less than 20

years 7 4 11 18

20 - 40 years 32 10 42 70

40 - 60 years 4 3 7 12

Total 43 17 60 100


[41]

TABLE 7.16

GENDER Vs, EXERCISING HABIT OF THE RESPONDENTS

Gender

Exercising Habits

Total Percentage Active

Exerciser

Passive

Exerciser

Male 30 16 46 77

Female 13 1 14 23

Total 43 17 60 100


INFERENCE:

Women are good in keeping themselves healthy than men. 93% are active

exerciser and only 65% of men are active exerciser as per the study.

[42]

TABLE 7.17

OCCUPATION Vs, REGULAR EXERCISER

Occupation Regular Exerciser

Total Percentage Yes No

Student 11 3 14 23

Business Man 4 8 12 20

Government 6 1 7 12


Total 43 17 60 100


INFERENCE:

From the above table it is inferred, while comparing the occupation

& regular exerciser category, it is inferred that professionals are regular in

exercise.

[43]

TABLE 7.18

TABLE SHOWING THE OCCASION OF WEARING SPORTS

SHOES BY THE RESPONDENTS

S.No Occasion Of

Wearing Shoes No of respondent Percentage

1 While doing

exercise 15 25

2 While walking 24 40

3 While playing 21 35

4 On all the three

occasions 0 0

Total 60 100

INFERENCE:

The above table shows that 40% of the respondents like to wear the

sports shoes while walking, 25% of the respondents like to wear the sports shoes

while doing exercise and 35% while playing their favourite game.

[44]

CHART 7.11

CHART SHOWING THE OCCASION OF WEARING SPORTS

SHOES BY THE RESPONDENTS

25%

40%

35%

While doing exercise

While walking

While playing

[45]

TABLE 7.19

AGE Vs, OCCASION OF WEARING SPORTS SHOES

Age wise

Occasion of Wearing Sports Shoes

Total Percentage While

doing

exercise

While

walking

While

playing

Below 20

years 1 2 8 11 18

20 - 40

years 13 16 13 42 70

40 - 60

years 1 6 0 7 12

Total 15 24 21 60 100

Percentage 25 40 35 100

INFERENCE:

Below 20 years of age, use shoes only for playing.20-40 years use

shoes while playing, walking, doing exercising. Above 60 years use only walking

and doing exercising.

[46]

TABLE 7.20

GENDER Vs, OCCASION OF WEARING SPORTS SHOES

Gender

Wise

Occasion Of Wearing Sports Shoes

Total Percentage While

Doing

Exercise

While

Walking

While

Playing

Male 12 18 16 46 77

Female 3 6 5 14 23

Total 15 24 21 60 100


INFERENCE:

From the above table it shows that while comparing gender &

occasion of wearing sportswear, it is inferred that both the male and female

respondents prefer shoes while walking & playing.

[47]

TABLE 7.21

TABLE SHOWING THE RESPONDENTS’ BRAND OF SHOES

INFERENCE:

65% of the respondents wear Adidas brand, 27% wear Nike and

remaining 8% wear Puma brand.

S.No Respondents shoe

brand No of respondent Percentage

1 Adidas 39 65

2 Nike 16 27

3 Puma 5 8

Total 60 100

[48]

CHART 7.12

CHART SHOWING THE RESPONDENTS’ BRAND OF SHOES

65%

27%

8%

Adidas

Nike

Puma

[49]

TABLE 7.22

TABLE SHOWING THE RESPONDENTS WHO HAVE USED

ADIDAS BRAND

S.No Used Adidas brand No of respondents Percentage

1 Existing user 29 74

2 First time user 10 26

Total 39 100

INFERENCE:

74% of respondents are existing customers of Adidas brand and

only 26% are new user of the same brand.

[50]

CHART 7.13

CHART SHOWING THE RESPONDENTS WHO HAVE USED

ADIDAS BRAND

74%

26%

Yes

No

[51]

TABLE 7.23

AGE Vs, ADIDAS SPORTS SHOE USERS

INFERENCE:

From the above table while comparing age wise category & Adidas sports shoe

users, it is inferred that the respondents between the age categories of 20-40 years are

existing users of Adidas brand than older and younger respondents.

Chi square Tests:

Null Hypothesis:

There is no significant difference between age of the respondent and Adidas sports shoe

users.


There is no significant association between age and Adidas sports shoe users of the

respondents.


Calculated value is smaller than table value, As a result of this, null hypothesis is

accepted. Research hypothesis is rejected. Hence, there is no significant association

between age and Adidas sports shoe users of the respondents.

Age Wise

Ever Used Adidas Brand Of Sports

Shoes Total Percentage

Existing User New User

Below 20 Years 4 5 9 24

20 – 40 Years 22 3 25 64

40 – 60 Years 3 2 5 12

Total 29 10 39 100


statistics

Value df

Asymp. Sig.

(2-sided)


[52]

TABLE 7.24

TABLE SHOWING THE YEARS OF USING ADIDAS BRAND OF

SPORTS SHOES BY THE RESPONDENTS

S.No Using years of Adidas

brand of shoes

No of

respondents Percentage

1 Below 1 year 11 28

2 1 - 2 years 8 20

3 2 - 3 years 11 28

4 Above 3 years 9 24

5 Total 39 100

INFERENCE:

Most of the respondents are 3 or more than 3 years of users of the

product.

[53]

CHART 7.14

CHART SHOWING THE YEARS OF USING ADIDAS BRAND OF


3%

28%

38%

31%

Below 1 year

1 - 2 years

2 - 3 years

Above 3 years

[54]

TABLE 7.25

YEARS OF USING ADIDAS BRAND OF SPORTS SHOES Vs,

INVOLVEMENT OF RESPONDENTS IN SPORTS

Years Of Using

Adidas Brand Of

Shoes

Involved in Sports

Total Percentage Active in Sports

Person

Non-Sports

Person

Below 1 Year 0 11 11 28

1 - 2 Years 8 1 9 23

2 - 3 Years 7 4 11 28

Above 3 Years 1 7 8 21

Total 16 23 39 100


INFERENCE:

40% of Respondents who are using Adidas shoes are sports person and 60% of

Respondents are non-sports persons.

Chi square Tests:

Null Hypothesis:

There is no significant difference between income level of the respondent and place

consuming ice cream.


There is a significant association between income level and consuming place of the

respondents.

statistics

Value df

Asymp. Sig.

(2-sided)



Calculated value is greater than table value, As a result of this, null hypothesis is rejected.

Research hypothesis is accepted. Hence, there is a significant association between income

level and ice cream consumption place of the respondents.

[55]

TABLE 7.26

TABLE SHOWING THE RESPONDENTS’ MODE OF AWARENESS

ABOUT ADIDAS BRAND OF SHOES

INFERENCE:

Advertisement 36% is a strong influencer in choosing the Adidas

brand. But relatives and friends 57% who are existing users create awareness

about the brand and make them to choose the brands.

S.No Mode of awareness No of respondent Percentage

1 Advertisement 14 36

2 Friends &Relatives 22 57

3 Salesmen 3 8

Total 39 100

[56]

CHART 7.15

CHART SHOWING THE RESPONDENTS MODE OF AWARENESS

ABOUT ADIDAS BRAND OF SHOES

36%

31%

25%

8%

Advertisement

Friends

Relatives

Salesmen

[57]

TABLE 7.27

TABLE SHOWING THE PURPOSE OF USING ADIDAS BRAND OF


S.No

Purpose of using

Adidas brand of

sports shoes


1

General purpose –

(Walking and

Exercising)

23 59

2 Special sports

purpose 16 41

Total 39 100

INFERENCE:

Respondents use adidas brand for general purpose and special

sports purposes both.

[58]

CHART 7.16

CHART SHOWING THE PURPOSE OF USING ADIDAS BRAND OF


59%

41%

General purpose

Special purpose

[59]

TABLE 7.28

TABLE SHOWING THE SPECIAL PURPOSE OF USING ADIDAS


S.No

Special purpose of

using Adidas sports

shoes


1 Running 5 31

2 Football 1 6

3 Cricket 7 44

4 Basketball 2 13

5 Tennis &

Volleyball 1 6

Total 16 100

INFERENCE:

Respondents are using adidas brand for special purposes like

exclusive sports events like cricket 44% and for athletics 31%.

[60]

CHART 7.17

CHART SHOWING THE SPECIAL PURPOSE OF USING ADIDAS


31%

6%

44%

13%

6%

Running

Football

Cricket

Basketball

Tennis & volleyball

[61]

TABLE 7.29

TABLE SHOWING THE PLACE OF PURCHASE OF ADIDAS


S.No

Place of purchase

Adidas sports

shoes


1 Exclusive Adidas

Showroom 20 52

2 In Any foot wear

Shop 13 33

3 Sports Accessories

Shop 6 15

4 Total 39 100

INFERENCE:

Respondents prefer buying Adidas brand from exclusive adidas

show room than any multi brand shoe shops.

[62]

CHART 7.18

CHART SHOWING THE PLACE OF PURCHASE OF ADIDAS


51%

33%

16%

Exclusive showroom

In any shoe shop

Sports accessories shop

[63]

TABLE 7.30

EDUCATION Vs, PLACE OF PURCHASE OF ADIDAS SHOES

INFERENCE:

Education and Place of purchase of Adidas shoes have no significance.

Respondents whether educated or finished high school alone are purchasing shoes either

in exclusive show rooms or in any shoe shop.

Chi square Tests:

Null Hypothesis:

There is no significant difference between income level of the respondent and place

consuming ice cream.


There is no significant association between income level and consuming place of the

respondents.


Calculated value is smaller than table value, As a result of this, null hypothesis is

accepted. Research hypothesis is rejected. Hence, there is no significant association

between income level and ice cream consumption place of the respondents.

Education

Wise

Place Of Purchase Adidas Shoes

Total Percentage Exclusive

Showroom

In Any

Shoe Shop

Sports

Accessories

Shop

Primary 0 0 0 0 0

High School 8 2 1 11 28

Diploma 5 3 1 9 23

Undergraduate 5 6 4 15 38

Postgraduate 2 2 0 4 11

Total 20 13 6 39 100


statistics

Value df

Asymp. Sig.

(2-sided)

Pearson Chi-Square 5.499(a) 6 .482

[64]

TABLE 7.31

TABLE SHOWING THE RESPONDENTS BRAND LOYALTY

TOWARDS ADIDAS SPORTS SHOES

S.No Will like to change

the brand No of respondent Percentage

1 Yes - -

2 No 39 100

Total 39 100

INFERENCE:

All the Adidas customers are brand loyal.

[65]

CHART 7.19

CHART SHOWING THE RESPONDENTS BRAND LOYALTY

TOWARDS ADIDAS SPORTS SHOES

0%

100%

Yes

No

[66]

TABLE 7.32

TABLE SHOWING THE SATISFACTION LEVEL OF THE

RESPONDENTS – TOWARD ADIDAS SPORTS SHOES

S.No Satisfaction level No of respondent Percentage

1 Highly Satisfied 31 79

2 Satisfied 7 18

3 Neutral 1 3

4 Dissatisfaction - -

5 Highly

dissatisfaction - -

Total 39 100

INFERENCE:

Nearly 80% of the adidas customers are highly satisfied by the

product.

.

[67]

CHART 7.20

CHART SHOWING THE SATISFACTION LEVEL OF THE

RESPONDENTS – TOWARD ADIDAS SPORTS SHOES

79%

18%

3%

Highly satisfied

Satisfied

Neutral

[68]

TABLE 7.33

TABLE SHOWING THE RESPONDENTS INVOLVEMENT IN

SPORTS AND THEIR WALKING AND EXERCISING HABITS

INFERENCE:

Most of the Adidas sports shoe consumers are regular walkers

72% and regular exerciser 69%.

Particulars Yes % No % Total Percentage

Total

Sports Person 16 41 23 59 39 100

Regular

Walker 28 72 11 28 39

100

Regular

Exerciser 27 69 12 31 39

100

Total 71 46

[69]

FINDINGS

Brand name is a strong reason for choosing a particular brand of shoe.

Adidas is mainly used for its brand name and its quality.

Out of 60 people who are surveyed, only 37% are sports persons.

50% of the women respondents are sports person

Students are very active in sports when compared to other professionals,

government employees & businessmen.

Most of the respondents are cricket players as it is one of the major sporting

events in India.

Most of the respondents inferred that they are regular walker.

Most of the respondents have habit of walking, especially professionals

have more interest in walking.

Most of the respondents are regular in doing exercise.

As age increases the respondents do have interest in exercising regularly.

Most of the women respondents are in active exerciser.

While comparing the occupation & regular category, it is inferred that

professionals are regular in exercise.

Most of the respondents like to wear the sports shoes while walking.

Below 20 years of age respondents are use shoes only for playing, 20-40

years of age respondents are using shoes while playing, walking, doing

exercising. Above 60 years of age respondents are using shoes only

walking and doing exercising.

While comparing gender & occasion of wearing sportswear, it is inferred

that both the male and female respondents preferring shoes while walking

& playing.

65% of the respondents wear Adidas brand, 27% wear Nike and remaining

8% wear Puma brand.

Most of respondents are existing customers of Adidas brand.

[70]

While comparing age wise category & Adidas sports shoe users, it is

inferred that the respondents between the age categories of 20-40 years are

existing users of Adidas brand than older and younger respondents.

Most of the respondents are 3 or more than 3 years of users of the product.

40% of respondents who are using Adidas shoes are sports person and 60%

of Respondents are non-sports persons.

Most of the respondents are influenced by the advertisement for choosing

the Adidas brand.

Respondents use adidas brand for general purpose and special sports

purposes both.

Most of the respondents are using adidas brand for special purposes like

exclusive sports events like cricket.

Most of the respondents are prefer buying Adidas brand from exclusive

adidas show room than any multi brand shoe shops.

Education and Place of purchase of Adidas shoes have no significance.

Respondents whether educated or finished high school alone are purchasing

shoes either in exclusive show rooms or in any shoe shop.

All the Adidas customers are brand loyal.

Most of the adidas customers are highly satisfied by the product.

Most of the Adidas sports shoe consumers are regular walkers and regular

exerciser.

[71]

SUGGESTIONS

The Adidas group can arrange for product demonstration selected places like,

walkers club, sports stadium, sports academy, sports department or physical

education department in educational institutions to promote the product to

exclusive category of users.

Adidas can sponsor major sporting events in the city to create more awareness

about the product and also to penetrate the market.

If Adidas wants to reach a family, first awareness should be created among the

women folk of the family. Women, who love to do exercise, walk and play can

be reached through women’s club as present day healthy living is a concept

which is fast catching up.

Children can be reached through catchy Advertisement, Contest, etc sponsored

by Adidas.

[72]

CONCLUSION

Sports energize individuals. Sports accessories are one of the markets

which are yet too explored. Sports wears, accessories. Shoes are all becoming

necessary products for human being nowadays. As many people are nowadays

adopting or like to adopt healthy lifestyle by playing, dancing and exercising.

Adidas being a MNC can further penetrate the market and can gain more. Their

products being high in quality and durability can help India in achieving its dream

of medals in all major sporting events and India being one of the highly populated

countries, the company can merchandise its wares in all sectors and can have

sizeable profit through sales.

[73]

BIBLIOGRAPHY

Reference Book:

1) Kothari C.R.

Research Methodology

2) Philip Kotlar.

Marketing Management

Website used:

1) www.in.adidas group.com

2) www.in.kalyani square.com

3) www.adidas.org

http://www.in.kalyani/

http://www.adidas.org/

[74]

A STUDY ON FACTORS INFLUENCING BRAND DECISION OF

SPORTS SHOES WITH SPECIAL REFERENCE TO ADIDAS

SPORTS SHOES OF KALYANI SQUARE

QUESTIONNAIRES

Tick ( ) your choice

1. Name: ___________________________

2. Gender

a) Male ( ) b) Female ( )

3. Age

a) Less than 20 years ( ) b) 20 – 40 years ( )

c) 40 – 60 years ( ) d) More than 60 years ( )

4. Education level

a) Primary ( ) b) High School ( )

c) Diploma ( ) d) Undergraduate ( ) e) Postgraduate ( )

5. Occupation

a) Student ( ) b) Business man ( )

c) Government ( ) d) Professional ( ) e) others, specify______________

6. Income level per Month

a) Below 10000 ( ) b) 10001- 20000 ( )

c) 20001- 30000 ( ) d) 30001- 40000 ( ) e) above 40000 ( )

[75]

7. Reason for using your brand of shoes?

a) Price ( ) b) Brand ( ) c) Models/Size/Color Availability ( )

d) Quality ( ) e) Durability ( ) f) others specify__________________

8. Are you a Sports Person?

a) Yes ( ) b) No ( )

8. A) If yes, which sports you belong to _________________

9. Are you a regular walker?

a) Yes ( ) b) No ( )

10. Are you interested in regular exercising?

a) Yes ( ) b) No ( )

11. I will wear shoes

a) While doing exercise ( ) b) While walking ( ) c) While playing ( )

e) Others, specify __________________

12. Which brand of shoes you are using now?

a) Adidas ( ) b) Nike ( )

c) Puma ( ) d) others, specify _____________________

13. Have you ever used ADIDAS brand?

a) Yes ( ) b) No ( )

13. A) If yes, how many years you are using ADIDAS sports shoes?

a) Below 1 year ( ) b) 1 – 2 years ( )

c) 2 – 3 years ( ) d) above 3 years ( )

[76]

14. How you came to know about ADIDAS brand?

a) Advertisement ( ) b) Friends ( ) c) Relatives ( )

d) Salesmen ( ) e) others, specify __________________

15. Purpose of using ADIDAS sports shoes?

a) General purpose ( ) b) Special purpose ( )

15. B) Mention your special purpose of using ADIDAS sports shoes?

a) Running ( ) b) Football ( ) c) Cricket ( )

d) Basketball ( ) e) Tennis & Volleyball ( ) f) Athletic ( )

16. Where will you purchase ADIDAS shoes?

a) Exclusive showroom ( ) b) In any shoe shop ( )

c) Sports accessories shop ( ) e) others, specify___________________

17. Do you have any idea to switch over to another brand?

a) Yes ( ) b) No ( )

17. A) If yes, which brand specify___________________

18. State your overall satisfaction level toward ADIDAS sports shoes?

a) Highly satisfied ( ) b) Satisfied ( ) c) Neutral ( )

d) Dissatisfied ( ) e) Highly dissatisfied ( )

final entries

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