consumer behaviour BRANDED SPORTS SHOES.doc

8/9/2019 consumer behaviour BRANDED SPORTS SHOES.doc

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AdidasINTRODUCTION

Adidas is a German sports apparel manufacturer, part of the Adidas-

Salomon Corporation . Adidas was named after its founder, Adolph ( Adi )

Das sler , who started producing shoes in the 192 s in !er"ogenaurach near

#urem$erg with the help of his fellow friend Cod%. &t registered as Adidas

AG on 1' August 19 9 . he compan%*s clothing and shoe designs t%picall%

include three parallel stripes of the same color, and the same moti+e is

incorporated into Adidas* official logos.

COMPETITORS

udolf assler , Adie s $rother, founded a ri+al compan%, /0 A the chief

competitors of Adidas are /uma and #i e. &n August 2 3 , the compan%

announced that it had made a deal to ac4uire ri+al ee$o for 56.' $illion.

he ac4uisition would increase its mar et share in #orth America and allowit to further compete with #i e. his will propel Adidas to the num$er two

spot in the foot apparel mar et $ehind #i e. Adidas* trademar sa%ing is

*impossi$le is nothing*.

http://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Corporationhttp://en.wikipedia.org/wiki/Adolf_Dasslerhttp://en.wikipedia.org/wiki/Adolf_Dasslerhttp://en.wikipedia.org/wiki/Adolf_Dasslerhttp://en.wikipedia.org/wiki/Adolf_Dasslerhttp://en.wikipedia.org/wiki/Adolf_Dasslerhttp://en.wikipedia.org/wiki/Shoehttp://en.wikipedia.org/wiki/1920http://en.wikipedia.org/wiki/Herzogenaurachhttp://en.wikipedia.org/wiki/Nuremberghttp://en.wikipedia.org/wiki/Codyhttp://en.wikipedia.org/wiki/August_18http://en.wikipedia.org/wiki/1949http://en.wikipedia.org/w/index.php?title=Rudolf_Dassler&action=edithttp://en.wikipedia.org/wiki/PUMA_AGhttp://en.wikipedia.org/wiki/2005http://en.wikipedia.org/wiki/Reebok_International_Ltd.http://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Corporationhttp://en.wikipedia.org/wiki/Adolf_Dasslerhttp://en.wikipedia.org/wiki/Adolf_Dasslerhttp://en.wikipedia.org/wiki/Shoehttp://en.wikipedia.org/wiki/1920http://en.wikipedia.org/wiki/Herzogenaurachhttp://en.wikipedia.org/wiki/Nuremberghttp://en.wikipedia.org/wiki/Codyhttp://en.wikipedia.org/wiki/August_18http://en.wikipedia.org/wiki/1949http://en.wikipedia.org/w/index.php?title=Rudolf_Dassler&action=edithttp://en.wikipedia.org/wiki/PUMA_AGhttp://en.wikipedia.org/wiki/2005http://en.wikipedia.org/wiki/Reebok_International_Ltd.


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ENHANCEMENT

&n the 19' s, Adidas snea ers $ecame popular amongst teenagers and %oung

men. he Adidas snea er was populari"ed $% the un C song 7 %

Adidas7 and $ecame a huge fashion trend.

he apie affair the histor% of the compan% as presented $% its official we$

site is incomplete, perhaps $ecause it is indirectl% lin ed to financial

scandals. After a period of serious trou$le following the death of Adolf

assler*s son !orst assler in 19'8 , the compan% was $ought in 199 $%

ernard apie , for 1.: $illion ;rench francs (562 million), which apie

$orrowed. apie was at the time a famous specialist of rescuing $an rupt

companies, a $usiness on which he $uilt his fortune.

apie decided to mo+e production offshore to Asia . !e also hired adonna

for promotion.

&n1992 , apie was una$le to pa% the interest from his loan. !e mandated the

Credit


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. '3 $illion francs rather than 2.'3 $illion. ;orgetting wh% the $an

actuall% $ought Adidas, apie later sued the $an , $ecause he felt spoiled $%

the indirect sale.

o$ert


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A HAWK EYE VIEW

In 1998 , Adidas sued !e NCAA "#e$ !ei$$u%es %i&i in' !e si(e and nu&)e$ "*

+"&&e$+ia% %"'"s "n ea& uni*"$&s anda a$e%- Adidas .i !d$e. !e sui , and !e." '$"u s es a)%is!ed 'uide%ines as " .!a

!$ee/s $i e desi'ns ."u%d )e +"nside$ed uses"* !eAdidas AG

ADIDAS T0 e Pu)%i+

"unded 1929

3"+a i"n He$("'enau$a+! , Ge$&an0

Ke0 e" %e Ad"% ! Dass%e$ , *"unde$He$)e$ Haine$ , CEOR")in S a%4e$ , C OAnd$eas Ge%%ne$, Mana'in'Di$e+ "$, India

Indus $0 Te5 i%e

P$"du+ s "" .ea$A++ess"$ies

Re#enue 67-8 )i%%i"n USD :;;< =

We)si e ...-adidas/'$"u -+"&

http://en.wikipedia.org/wiki/1998http://en.wikipedia.org/wiki/National_Collegiate_Athletic_Associationhttp://en.wikipedia.org/wiki/Category:Types_of_companieshttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/1949http://en.wikipedia.org/wiki/Herzogenaurachhttp://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Adolf_Dasslerhttp://en.wikipedia.org/wiki/Herbert_Hainerhttp://en.wikipedia.org/w/index.php?title=Robin_Stalker&action=edithttp://en.wikipedia.org/w/index.php?title=Andreas_Gellner&action=edithttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Textilehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Footwearhttp://en.wikipedia.org/wiki/Accessorieshttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/2003http://en.wikipedia.org/wiki/Websitehttp://www.adidas-group.com/http://en.wikipedia.org/wiki/Image:Green_up.pnghttp://en.wikipedia.org/wiki/1998http://en.wikipedia.org/wiki/National_Collegiate_Athletic_Associationhttp://en.wikipedia.org/wiki/Category:Types_of_companieshttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/1949http://en.wikipedia.org/wiki/Herzogenaurachhttp://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Adolf_Dasslerhttp://en.wikipedia.org/wiki/Herbert_Hainerhttp://en.wikipedia.org/w/index.php?title=Robin_Stalker&action=edithttp://en.wikipedia.org/w/index.php?title=Andreas_Gellner&action=edithttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Textilehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Footwearhttp://en.wikipedia.org/wiki/Accessorieshttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/2003http://en.wikipedia.org/wiki/Websitehttp://www.adidas-group.com/


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&n2 6 , Adidas filed a lawsuit in ritish court challenging ;itness Dorldracing s use of a two-stripe motif similar to Adidas*s three stripes. hecourt ruled that despite the simplicit% of the mar , ;itness Dorld*s use wasinfringing $ecause the pu$lic could esta$lish a lin $etween that use andAdidas*s mar .

&n2 3 , Adidas introduced the Adidas 1 , the first e+er production shoe toutili"e a microprocessor. u$$ed $% the compan% 7 he Dorld*s ;irst&ntelligent Shoe7 it features a microprocessor capa$le of performing 3million calculations per second that automaticall% ad usts the shoe*s le+el ofcushioning to suit its en+ironment. he shoe re4uires a small, userreplacea$le $atter% that lasts for approBimatel% 1 hours of running. &tcurrentl% retails for 523 (0S ). he latest edition adidas 1.1 has $eenselling since #o+ 2 3. his is considered an upgrade of the +ersion 1,

claiming to $e $etter, faster and stronger.

Also in 2 3, on a% 2 , Adidas told the pu$lic that the% sold their partnercompan% Salomon Group for '3 mn ?uros to Amer Sports of ;inland.

&n August 2 3, Adidas declared its intention to $u% Anglo-American ri+alee$o for 0S5 6.' $illion. his ta eo+er was completed in August 2 3and meant that the compan% will now ha+e closer $usiness sales as those of

#i e in #orthern America. he ac4uisition of ee$o will also allow Adidasto compete with #i e worldwide. Dorld Cup 193 Dhen Dest German% miraculousl% won the soccer 193 Dorld Cup , their footwear was supplied

$% Adidas. hese shoes introduced a technological $rea throughE studs withscrews . Dhen the weather was good and the pitch was hard, the shoes weree4uipped with short studsF when it rainedF longer studs were screwed on the

$ottom of the shoes. As the final game against the highl%-fa+ored team from!ungar% was pla%ed in hea+% rain, this ga+e the German pla%ers a firmerhold on the slipper% pitch.

his anecdote was a plot de+ice used in the successful German film, DasWunde$ #"n >e$n , which was a mo+ie +ersion of the 193 Dorld Cup.

http://en.wikipedia.org/wiki/2003http://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/2005http://en.wikipedia.org/wiki/Adidas_1http://en.wikipedia.org/wiki/May_2http://en.wikipedia.org/wiki/Anglo-Americanhttp://en.wikipedia.org/wiki/Reebokhttp://en.wikipedia.org/wiki/West_Germanyhttp://en.wikipedia.org/wiki/1954_World_Cuphttp://en.wikipedia.org/wiki/Studhttp://en.wikipedia.org/wiki/Screwhttp://en.wikipedia.org/wiki/Hungaryhttp://en.wikipedia.org/wiki/2003http://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/2005http://en.wikipedia.org/wiki/Adidas_1http://en.wikipedia.org/wiki/May_2http://en.wikipedia.org/wiki/Anglo-Americanhttp://en.wikipedia.org/wiki/Reebokhttp://en.wikipedia.org/wiki/West_Germanyhttp://en.wikipedia.org/wiki/1954_World_Cuphttp://en.wikipedia.org/wiki/Studhttp://en.wikipedia.org/wiki/Screwhttp://en.wikipedia.org/wiki/Hungary


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@fficial Dorld Cup supplier Since the 198 ;&;A Dorld Cup with thefoot$all elstar , Adidas has $een the ;&;A official match $all supplier fore+er%;&;A Dorld Cup and designs the official match $all for e+er% editionof the e+ent.

Adidas *a+ "$0 "u %e in He$("'enau$a+! , Ge$&an0 Tea&s s "ns"$ed )0adidas

Adidas sponsors ma or teams in a num$er of sports, especiall% foot$all ,rug$% and tennis . American college sports teams are also sponsored. ( 1996-2 1 )E o$ert


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adidas/Sa%"&"n Allian" AS; a%er D Commer"$an Continental aimlerChr%sler eutsche an eutsche Hrse eutsche /ost eutsche elecom ?.@# ;resenius !en el !%po

eal ?state &nfineon echnologies


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INTRODUCTION:

Reebok is the world's third-largest maker of s eakers! athleti"shoes a d sports apparel# $oods are sold % der the bra dsReebok! Ro"kport a d $reg Norma Colle"tio # Reebok isalso the offi"ial o%tfitter of the N& a d has a e("l%si)e dealto s%ppl* N+A ,erse*s begi i g this seaso #

ee$o announced in >ul% it will merge with German sporting apparelcompan% adidas-Salomon in a deal +alued at 56.' $illion. he merger iseBpected to $e completed $% the first half of 2 : and will create thesecond-largest sporting goods compan% $ehind #i e with 511 $illion inre+enues #

Adidas .i%% &ain ain i s +"$ "$a e !ead@ua$ e$s in Ge$&an0 and i sN"$ ! A&e$i+an !ead@ua$ e$s in P"$ %and, OR- Pau% i$e&an .i%%$e&ain as C!ie* E5e+u i#e O**i+e$ "* Ree)"4 In e$na i"na% 3 d- and .i%%+"n inue " %ead !e Ree)"4 ea&- Ree)"4 .i%% +"n inue " " e$a eunde$ i s na&e and .i%% $e ain i s !ead@ua$ e$s in Can "n, MA-

In *is+a% :;;2, Ree)"4 !ad ne in+"&e "* 619:-2 &i%%i"n and sa%es "* 60 1981, Ree)"4 s sa%es e5+eeded 61-B &i%%i"n, )u a d$a&a i+ &"#e .as%anned *"$ !e ne5 0ea$- In 198:, Ree)"4 in $"du+ed !e *i$s a !%e i+


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s!"e desi'ned es e+ia%%0 *"$ ."&en a s!"e *"$ a !" ne. *i ness e5e$+ise+a%%ed ae$")i+ dan+e- T!e s!"e .as +a%%ed !e $ees 0%e, and .i ! iRee)"4 an i+i a ed and en+"u$a'ed !$ee &a "$ $ends !a$ans*"$&ed !e a !%e i+ *"" .ea$ indus $0? !e ae$")i+ e5e$+ise&"#e&en , !e in*%u5 "* ."&en in " s "$ s and e5e$+ise and !ea++e an+e "* .e%%/desi'ned a !%e i+ *"" .ea$ )0 adu% s *"$ s $ee and+asua% .ea$

Ree)"4 .en u)%i+ in 198B-

>ENE ITS?

MEDICA3 INSURANCE E& %"0ees .!" ."$4 a %eas :; !"u$s e$.ee4 a$e e%i'i)%e " "in "u$ '$"u &edi+a% %ans a* e$ "ne &"n ! "*

e& %"0&en - We +u$$en %0 "**e$ !$ee !ea% ! %ans de endin' "n 0"u$'e"'$a !i+a% %"+a i"n= s" !a 0"u &a0 +!""se !e %an !a )es sui s0"u$ needs- A%% "* "u$ %ans !a#e $es+$i i"n d$u' +"#e$a'e-

DENTA3 INSURANCE "$ )" ! Ne. En'%and and N"n Ne. En'%and?De% a Den a%=E& %"0ees .!" ."$4 a %eas :; !"u$s e$ .ee4 a$e e%i'i)%e " "in "u$'$"u den a% %an a* e$ "ne &"n ! "* e& %"0&en - We +u$$en %0 "**e$." den a% " i"ns s" !a e& %"0ees &a0 +!""se !e %an !a )es sui s!ei$ needs-

GROUP 3I E INSURANCE F ADFD P$uden ia%=u%%/ i&e e& %"0ees- We +u$$en %0 "**e$ 61;,;;;, "ne i&es ane& %"0ee s )ase a0 "$ ." i&es an e& %"0ee s )ase a0 su %e&en a%%i*e u " 6I3ITY P$uden ia%=u%%/ i&e e& %"0ees- C"#e$a'e )e'ins "n !e 91s da0 "* disa)i%i 0- We"**e$ !$ee di**e$en %e#e%s "* +"#e$a'e / B; , ; and 7; "* )aseea$nin's-

SHORT/TERM DISA>I3ITYu%%/ i&e e& %"0ees- C"#e$a'e e@ua%s 1;; "* )ase ea$nin's *"$ u "9; da0s-


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TRAVE3 ACCIDENTA3 DEATH F DISMEM>ERMENT A&e$i+anIn e$na i"na% G$"u = i#e i&es 0"u$ annua% sa%a$0 " a &a5i&u& "*61,;;;,;;;- C"#e$a'e is *$ee-

REE>OK EMP3OYEE STOCK PURCHASE P3ANA%% E& %"0ees .i ! si5 &"n !s "* se$#i+e &a0 e%e+ " a$ i+i a e in !eRee)"4 S "+4 Pu$+!ase P%an- E& %"0ees &a0 +"n $i)u e )e .een :and 1; "* !ei$ .ee4%0 ea$nin's "n an a* e$/ a5 )asis " )u0 s "+4 a as e+ia% dis+"un a !e end "* an " i"n e$i"d- O i"n e$i"ds )e'in "nanua$0 1 and u%0 1-

REE>OK SAVINGS AND PRO IT/SHARING RETIREMENT P3ANA%% e& %"0ees .i ! "ne 0ea$ "* se$#i+e and "#e$ a'e :1= a$e e%i'i)%e "a$ i+i a e in !e 2;1 4= %an- Unde$ !is %an, e& %"0ees &a0

+"n $i)u e )e .een 1 and 8; "* $e/ a5 ea$nin's, +!""sin' !".!ei$ +"n $i)u i"ns a$e in#es ed- T" en+"u$a'e a$ i+i a i"n, Ree)"4$"#ides an e& %"0e$ &a +!in' +"n $i)u i"n "* B; +en s *"$ ea+! 61-;;sa#ed )0 !e e& %"0ee, u " 1; - T!is &a +!in' +"n $i)u i"n is #es ed"#e$ a *i#e 0ea$ e$i"d- Un%ess e& %"0ees +a%% " de+%ine a$ i+i a i"n "$+!an'e !ei$ +"n $i)u i"n e$+en a'e, a%% ne.%0 !i$ed e& %"0ees .i%% )eau "&a i+a%%0 en$"%%ed a : and de*au% ed in " !e S a)%e Va%ue und,a* e$ +"& %e in' !e e%i'i)i%i 0 $e@ui$e&en s-T!e P$"*i S!a$in' +"& "nen is dis+$e i"na$0 and is a%s" #es ed "#e$ a*i#e/0ea$ e$i"d- E& %"0ees)e e& %"0ed .i ! RI3 *"$ "ne 0ea$ " )ee%i'i)%e " $e+ei#e !is dis+$e i"na$0 +"n $i)u i"n-

PAID VACATIONT.e%#e Va+a i"n i&e is a++$ued "n a &"n !%0 )asis- u%%/ i&ee& %"0ees a++$ue -8


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a 2; dis+"un "n a a$e% and *"" .ea$ $"du+ s u$+!ased a !e+"& an0 "u %e s "$esB; dis+"un a a%% +"n+e s "$es-

ITNESS AND WE33NESS CENTERS"$ a %". $i+e, e& %"0ees a !e Can "n and 3an+as e$ si es &a0 a++esse5e$+ise +%asses, .e%%ness a+ i#i ies and s a e/"*/ !e/a$ e@ui &en in "u$$"*essi"na% s a**ed *i ness +en e$s-

>USINESS CASUA3 ENVIRONMENTSa#e !e s i**, un+"&*"$ a)%e s u** *"$ s"+ia% e#en s- Sui s and ies a$en" $e@ui$ed-


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Ni4e US=

INTRODUCTION?

Ni4e is !e ."$%d s J1 &anu*a+ u$e$ and &a$4e e$ "* a !%e i+ *"" .ea$ and a a$e%- A%&"s "u "* !e )%ue, !e +"& an0 es a)%is!ed i se%* as"ne "* !e ."$%d s &"s *a&i%ia$ )$ands du$in' !e 198;s and 199;s- As*a&i%ia$ as a C"4e )" %e "$ >i' Ma+, !e Ni4e s.""s! %"'" +a&e "s0&)"%i(e n" us s "$ s +u% u$e, )u s $ee +u% u$e, as !e a ea% "* !es a$ %a0e$s .!" end"$sed !e )$and .as +a$$ied "n " +i 0 s $ee s- T!ea $"a+! "* !e ne. +en u$0 se Ni4e ne. $")%e&s- T$aine$s .en)$ie*%0= "u "* *as!i"n, e+"n"&i+ s%".d".n and %a)"u$ $")%e&s !iAsian e$*"$&an+e- >u !e '$"u !as )"un+ed )a+4, $e ainin' i s i$"n'$i "n !e s "$ in' a a$e% se+ "$ and s i%% undis u ed %eade$ in s "$ s/"$ien ed s $ee .ea$-

T!e Ad )$ands C"& an0 P$"*i%e "* Ni4e su&&a$i(es !e +"& an0 s!is "$0 and +u$$en " e$a i"ns and a%s" +"n ains !e *"%%".in' .e)si e%in4s?

HISTORY O NIKE?

NIKE, $"n"un+ed NI/KEY, is !e .in'ed '"ddess "* #i+ "$0 a++"$din'" G$ee4 &0 !"%"'0- S!e sa a !e side "* eus, !e $u%e$ "* !e O%0& i+an !e"n, in O%0& us- A &0s i+a% $esen+e, s0&)"%i(in' #i+ "$i"usen+"un e$s, NIKE $esided "#e$ !is "$0 s ea$%ies )a %e*ie%ds- A G$ee4."u%d sa0, W!en .e '" " )a %e and .in, .e sa0 i is NIKE-S0n"n0&"us .i ! !"n"$ed +"n@ues , NIKE is !e .en ie ! +en u$0

*"" .ea$ !a %i* s !e ."$%d s '$ea es a !%e es " ne. %e#e%s "* &as e$0and a+!ie#e&en - T!e NIKE s.""s! e&)"dies !e s i$i "* !e .in'ed

G"ddess .!" ins i$ed !e &"s +"u$a'e"us and +!i#a%$"us .a$$i"$s a!e da.n "* +i#i%i(a i"n- $"& Ni4e C"nsu&e$ A**ai$s a+4e , 199 =


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>%ue Ri))"n S "$ s// !e na&e Kni'! T!"u'! "* &"&en s a* e$ )ein'as4ed .!" !e $e $esen ed//.as )"$n- T!e Ti'e$ e5e+u i#es %i4ed .!a!e0 !ea$d and Kni'! %a+ed !is *i$s "$de$ *"$ Ti'e$s s""n !e$ea* e$-

>0 19 2, Kni'! !ad s"%d 68,;;; ."$ ! "* Ti'e$s and %a+ed an "$de$*"$ &"$e- C"a+! >".e$ &an and Kni'! ."$4ed "'e !e$, )u ended u!i$in' a *u%%/ i&e sa%es&an, e** "!ns"n- A* e$ +$es in' 61 &i%%i"n insa%es and $idin' !e .a#e "* !e su++ess, Kni'! ET- A%- de#ised !e Ni4ena&e and $ade&a$4 S.""s! in 1971-

>0 !e %a e 7;s, >%ue Ri))"n S "$ s "**i+ia%%0 )e+a&e Ni4e and .en*$"& 61; &i%%i"n " 6:7; &i%%i"n in sa%es- Ka ( 1992= des+$i)es !esu++ess #ia Ni4e s %a+e&en .i !in !e &a $i5 "* !e *i ness $e#"%u i"n?!e idea "* e5e$+ise and 'a&e/ %a0in' +eased " )e s"&e !in' !e

a#e$a'e A&e$i+an did *"$ *un, ins ead A&e$i+ans u$ned " ."$4in'"u as a +u% u$a% si'ni*ie$ "* s a us- C%ea$%0, !e +i$+u&s an+essu$$"undin' !e s!i* a$e n" !is si& %e i is "ne "* !e ai&s "* !is$" e+ " dis+"#e$ " !e$ 'ene$a "$s "* " u%a$ a en i"n " !ea% !-

I* Ni4e didn s a$ !e *i ness $e#"%u i"n, Kni'! sa0s, We .e$e a %eas$i'! !e$e- And .e su$e $"de i *"$ "ne !e%% "* a $ide Ka (, =- T!e8;s and 9;s ."u%d 0ie%d '$ea e$ and '$ea e$ $"*i s as Ni4e )e'an "assu&e !e a ea$an+e "* a !%e i+ u''e$nau , $a !e$ !an !e unde$d"'"* "%d- Ad#e$ isin' A'e na&ed Ni4e !e 199 Ma$4e e$ "* !e Yea$,+i in' !e u)i@ui "us s.""s!---.as &"$e $e+"'ni(ed and +"#e ed )0+"nsu&e$s !an an0 " !e$ s "$ s )$and//a$'ua)%0 an0 )$and ensen,1: 9 =- T!a sa&e 0ea$ Ni4e s $e#enues .e$e a s a''e$in' 6 -72 )i%%i"n-E5 e+ in' 68 )i%%i"n sa%es in *is+a% 1997, Ni4e !as a$'e ed 61: )i%%i"n insa%es )0 !e 0ea$ :;;;- And a%% *$"& !e )a+4 "* a +a$-

e. +an @ues i"n Ni4e s *inan+ia% !e'e&"n0- >u nea$%0 67 )i%%i"n in$e#enues +%ea$%0 )e's !e @ues i"n, .!a se%%s !ese s!"es I is &0asse$ i"n !a Ni4e s ".e$ " se%% +"&es *$"& dee /$"" ed 0ea$nin's *"$+u% u$a% in+%usi#eness and indi#idua% a !%e i+ a++"& %is!&en - T!esesee&in'%0 a$ad"5i+a% desi$es +"%%ide in +"nsu&e$ s !ea$ s and &indsand $"du+e !e un0ie%din' (ea% *"$ Ni4e s!"es and a a$e%-Un*"$ una e e**e+ s "* !is (ea% +an )e *"und in !e $as! "* Ni4e a a$e%4i%%in's in 1991 and !e $"*usi"n "* Ni4e a ea%s " !ese dis a$a e


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e%e&en s "* A&e$i+ans e$s"na%i ies !$"u'! an ad#e$ isin' !i%"s" !0!a is, a "n+e, si& %e and su)%i&e- In addi i"n, Ni4e s $a+ i+es "* " /%e#e% a !%e es $"&" in' !ei$ $"du+ s a ea% " +"un %ess a'es and+$eeds as a .a0 " iden i*0 .i ! and e&u%a e !ei$ a !%e i+ !e$"es- T!ese*"$+es ."$4 ".e$*u%%0 u "n !e indi#idua% +"nsu&e$, )u "ne s!"u%dn" %"se si'! "* !e +u% u$a% +"n e5 in .!i+! !e indi#idua% &"#es-

>RANDS?

C"n#e$se

Ni4e Tea& S "$ s

C"%e Haan Ni4e "" )a%%Ni4e >as4e )a%% Ni4e A%% C"ndi i"ns Gea$Ni4e G"ddess Hu$%e0 In e$na i"na%"$dan >$and Ni4e H"+4e0

Ni4e T".n Ni4e G"%*

>aue$ >%ue Ri))"n S "$ s

WOR3DWIDE?

Ni4e Ge$&an0 Ni4e I a%0Ni4e $an+e Ni4e S ainNi4e UK= Ni4e a an

Ni4e Canada Ni4e K"$eaNi4e H"n' K"n' Ni4e Tai.an

Ni4e 3"nd"n UK=


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Da a ana%0sis and in e$ $e a i"n

WHICH >RAND DO YOU PRE ER

+RAND P.RC.C.NTA$. /01 &R.2U.NC3

Reebok 34 34 Adidas 28 28 Action 9 9


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Nike 26 26Others 3 3

COMMENT E most of the people prefer to wear shoes of ee$o $rand

ARE YOU SATIS IED WITH THE QUA3ITY O PRE ERD >RAND

OPTION P.RC.NTA$. /01 &R.2U.NC3Yes 98.6 148

No 1.4 2


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COMMENT E most of the people in sur+e%ed region were satisfied with their $rand.

ARE YOU SATIS IED WITH THE PRICE RANGE

OPTION P.RC.NTA$. /01 &R.2U.NC3

3es 64 45No 19 29

No "omme t 17 25


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COMMENT E price does not seem an% o$stacle in the wa% of consumers. ost of the people were happ% with gi+en price range.

J I PRICES O YOUR PRE ERED >RAND INCREASES WI33 YOUPURCHASE AGAIN

+RAND P.RC.NTA$. /01 &R.2U.NC3ame bra d 67 78

Cheaper bra d 95 ;A * other bra d 5


21/24

COMMENT E &ncrement in price affects the trend and mar et of the J$randed sportsshoeK.

HOW DO YOU CONSIDER THE IMPORTANCE O SPORTS SHOES


22/24

COMMENT E he main ground on which shoe $eing purchased is the 4ualit% of the shoe.his indicates the 4ualit% preference among consumers, rather than price, dura$ilit% etc.

WHAT ACTORS IN 3UENCE YOU TO GO OR A PARTICU3AR >RAND

I>PORTANC. P.RC.NTA$. /01 &R.2U.NC3

Comfort 57 9=Pri"e < 5

D%rabilit* 95 6Use i sports 9= 96

A * other


23/24

IN& U.NC. P.RC.NTA$. /01 &R.2U.NC32%alit* 8< 999Pri"e 6 7

D%rabilit* 9; =?ariet* 7 99

A * other = =

COMMENT E people in the sur+e%ed area mostl% preferred the 4ualit% of the $randinstead of price and dura$ilit%.

JDO YOU NORMA33Y SWITCH OVER THE >RAND


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COMMENT E ost of the people were not read% to switch o+er from their $rand.

IS THERE ANY E ECT O ADVERTISEMENT ON SE3ECTION O>RANDS

OPTION P.RC.NTA$. /01 &R.2U.NC3

3es 44 55No 56 84

Documents

consumer behaviour BRANDED SPORTS SHOES.doc