costumer satisfaction towards nike and adidas

BACHELOR OF BUSINESS ADMINISTRATION

MAJOR PROJECT REPORTON

CUSTOMER SATISFACTION TOWARDS NIKE AND ADIDASBatch: 2011-2014

Submitted By: SUBMITTED TO:

Name of student: ANUJA SOLANKI Name: MRS DEEPIKA BBA (G) 6TH SEM 1ST SHIFT Designation: Project supervisor

Enrollment No: 09520601711

Trinity Institute of Professional Studies

Affiliated To Guru Gobind Singh Indraprastha University, New Delhi

Declaration

I hereby declare that the following documented project report titled

CUSTOMER SATISFACTION TOWARDS NIKE AND ADIDAS is an original work done by

Me for the partial fulfillment of my MAJOR PROJECT REPORT.

I hereby certify that all the Endeavour put in the fulfillment of the task are genuine and original to the best of my knowledge and I have not submitted it earlier elsewhere.

Signature

Name of the student: ANUJA SOLANKICourse/Semester/shift: BBA [GENERAL]/6rd semester /1st shift

Enrollment number: 09520601711CERTIFICATE

TO WHOM SO EVER IT MAY CONCERN

This is to certify that the project work CUSTOMER SATISFACTION TOWARDS NIKE AND ADIDAS made by ANUJA SOLANKI is an authentic work carried out by his/her under guidance and supervision of project guide- MRS DEEPIKA. The project report submitted has been found satisfactory for the partial fulfillment of the degree of bachelor of business administration.

Project supervisor

Signature

Name: MRS DEEPIKADesignation: Project Guide

ACKNOWLEDGEMENT

It is in particular that I am acknowledging my sincere feeling towards my mentors who graciously gave me their time and expertise.

They have provided me with the valuable guidance, sustained efforts and friendly approach. It would have been difficult to achieve the results in such a short span of time without their help.

I deem it my duty to record my gratitude towards the project supervisor MRS. DEEPIKA who devoted his precious time to interact, guide and gave me the right approach to accomplish the task and also helped me to continue my knowledge and understanding of the project.

Signature:

Name of student: ANUJA SOLANKI

BBA(G) 6th Semester 1st ShiftEnrollment no. 09520601711SNOPARTICULARSPAGES NO

1CHAPTER-1(Introduction and Literature review, Topic, Industry and Firm)

* Introduction

*History

( Theoretical concept about the topic such as importance, functions, types roles) etc

2Chapter-2 (Research objectives and methodology)

Research objectives of the study

Research Methodology

Research Design

Types of research design

Data collection

Sources of Data collection

Sampling Design

Population/universe

Sampling Unit

Sample Size

Sampling Area

Sampling Technique

Sampling Instrument(Questionnaire)

No of Questions

Types of questions

Rating Scale(If used)

CHAPTER 1IntroductionMEANING OF CUSTOMER SATISFACTION Customer satisfaction, abusinessterm, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four of aBalanced Scorecard.

In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.

Organizations need to retain existing customers while targeting non-customers.Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace.

Customer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other factors the customer, such as other products against which the customer can compare the organization's products.

Customer satisfaction, a term frequently used inmarketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals."In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses.

It is seen as a key performance indicator within business and is often part of aBalanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.

"Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective."

Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction.

"In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget moteleven though its facilities and service would be deemed superior in 'absolute' terms."

The importance of customer satisfaction diminishes when a firm has increasedbargaining power. For example,cell phoneplan providers, such asAT&TandVerizon, participate in an industry that is anoligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot offine printwith provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction would be way too low, and customers would easily have the option of leaving for a better contract offer.

PURPOSE OF CUSTOMER SATISFACTION

"Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty.""Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is twofold:"

1. "Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the companys goods and services."

2. "Although sales or market share can indicate how well a firm is performingcurrently, satisfaction is perhaps the best indicator of how likely it is that the firms customers will make further purchasesin the future. Much research has focused on the relationship between customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes." On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become return customers and might even evangelize for the firm. (A second important metric related to satisfaction is willingness to recommend. This metric is defined as "The percentage of surveyed customers who indicate that they would recommend a brand to friends." When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This can be a powerful marketing advantage.) "Individuals who rate their satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt the firm by making negative comments about it to prospective customers.Willingness to recommendis a key metric relating to customer satisfaction

NIKE COMPANY PROFILENIKE, Inc. (NIKE), incorporated in 1968, is engaged in design, development and marketing of footwear, apparel, equipment and accessory products. NIKE is a seller of athletic footwear and athletic apparel in the world. The Company sells its products to retail accounts, through NIKE-owned retail stores, and Internet sales, and through a mix of independent distributors and licensees, in over 170 countries around the world. NIKEs athletic footwear products are designed primarily for specific athletic use. It also markets footwear designed for baseball, cheerleading, football, golf, lacrosse, outdoor activities, skateboarding, tennis, volleyball, walking, wrestling, and other athletic and recreational uses. The Company sells sports apparel and accessories, as well as athletic bags and accessory items. It also markets apparel with licensed college and professional team, and league logos.

The Company sells a line of performance equipment under the NIKE brand name, including bags, socks, sport balls, eyewear, timepieces, electronic devices, bats, gloves, protective equipment, golf clubs and other equipment designed for sports activities. It also sells small amounts of various plastic products to other manufacturers through its wholly owned subsidiary, NIKE IHM, Inc. In addition to the products it sells directly to customers, it has entered into license agreements that permit unaffiliated parties to manufacture and sell certain apparel, electronic devices and other equipment designed for sports activities. Its wholly owned subsidiary, Cole Haan (Cole Haan) designs and distributes dress and casual footwear, apparel and accessories for men and women under the Cole Haan trademark.

The Companys wholly owned subsidiary, Converse Inc. (Converse) designs, distributes and licenses athletic and casual footwear, apparel and accessories under the Converse, Chuck Taylor, All Star, One Star, Star Chevron and Jack Purcell trademarks. The Company's wholly owned subsidiary, Hurley International LLC (Hurley) designs and distributes a line of action sports and youth lifestyle apparel and accessories under the Hurley trademark. Its wholly owned subsidiary, Umbro Ltd. (Umbro) designs, distributes and licenses athletic and casual footwear, apparel and equipment, primarily for the sport of football (soccer), under the Umbro trademark.

The Company competes with Adidas and Puma.

It started with a handshake between two visionary Oregonians - Bowerman and his University of Oregon runner Phil Knight. They and the people they hired evolved and grew the company that became Nike from a U.S.-based footwear distributor to a global marketer of athletic footwear, apparel and equipment that is unrivaled in the world.

When Nike co-founder Bill Bowerman made this observation many years ago, he was defining how he viewed the endless possibilities for human potential in sports. He set the tone and direction for a young company created in 1972, called Nike, and today those same words inspire a new generation of Nike employees.

Our goal is to carry on his legacy of innovative thinking, whether to develop products that help athletes of every level of ability reach their potential, or to create business opportunities that set Nike apart from the competition and provide value for our shareholders.

It started with a handshake between two visionary Oregonians - Bowerman and his University of Oregon runner Phil Knight. They and the people they hired evolved and grew the company that became Nike from a U.S.-based footwear distributor to a global marketer of athletic footwear, apparel and equipment that is unrivaled in the world.

Along the way, Nike has established a strong Brand Portfolio with several wholly-owned subsidiaries including Cole Haan, Converse Inc., Hurley International LLC, NIKE Golf, and Umbro Ltd.

Our world headquarters is located near Beaverton, Oregon, a suburb of Portland. So while the Pacific Northwest is the birthplace to Nike, today we operate in more than 160 countries around the globe. Through our suppliers, shippers, retailers and other service providers, we directly or indirectly employ nearly one million people.

That includes more than 35,000 Nike employees across six continents, each of whom make their own contribution to fulfill our mission statement: to bring inspiration and innovation to every athlete* in the world.

PORTFOLIO BRANDS:

NIKE, Inc.s wholly-owned affiliates, reported as Other Businesses Cole Haan, Converse, Inc., Hurley International, LLC, NIKE Golf, and Umbro, Ltd. play a significant role in our future growth plans.At the end of fiscal 2011, NIKE, Inc.s affiliate businesses contributed approximately $2.7 billion of the companys $20.9 billion in revenue. As part of our growth strategy, we continue to invest in opportunities that will generate the highest possible long-term returns.

COLE HAAN

Cole Haan, a wholly-owned subsidiary of NIKE, Inc., is one of Americas leading luxury brands, offering high-quality mens and womens footwear, accessories and outerwear. Each product blends craftsmanship, design and innovation to give it distinctive character and style. Cole Haan operates more than 180 retail locations throughout the United States, Canada, the Middle East and Asia. Cole Haan is headquartered in New York City and Yarmouth, Maine. Cole Haan realized $518 million in sales in fiscal 2011. For more information on Cole Haan and the company's latest collections, please visitwww.colehaan.com.

CONVERSE, INC.

Converse, Inc., established in 1908 and based in North Andover, Massachusetts, has built a reputation as Americas Original Sports Company and has been associated with a rich heritage of legendary shoes such as the Chuck Taylor All Star shoe, the Jack Purcell shoe and the One Star shoe. Today, Converse offers a diverse portfolio including premium lifestyle men's and women's footwear and apparel. Converse product is sold globally by retailers in over 160 countries and through more than 50 company-owned retail locations. Converse realized $1.1 billion in reported revenue in fiscal 2011.

HURLEY INTERNATIONAL, LLC

Headquartered in Costa Mesa, California, Hurley International LLC designs and distributes a line of action sports apparel for surfing, skateboarding and youth lifestyle apparel and footwear under the Hurley brand name. Hurley realized $252 million in reported revenue in fiscal 2011..

JORDAN BRAND

A division of NIKE, Inc., Jordan Brand is a premium brand of footwear, apparel and accessories inspired by the dynamic legacy, vision and direct involvement of Michael Jordan. The Jordan Brand made its debut in 1997 and has grown into a complete collection of performance and lifestyle products. The Jordan Brand remains active in the community through its WINGS for the Future program serving three pillars of community investmentEducation, Sport and Creativity..

NIKE GOLe Located at NIKEs World Headquarters in Beaverton, Oregon, Nike Golf designs and markets golf equipment, apparel, balls, footwear, bags and accessories worldwide. Nike Golf is passionately dedicated to ushering in the future of this great sport by developing ground-breaking innovations that enable and inspire athletes to become better. Nike Golf realized $623 million in reported revenue in fiscal 2011. UMBRO, LTD.

Founded in 1924 and headquartered in Manchester, England. Umbro, Ltd. designs, distributes, and licenses athletic and casual footwear, apparel and equipment, primarily for the sport of football (soccer), under the Umbro trademarks. Umbro Ltd. has been associated with football since the 1930s and its relationship with leading national teams and professional clubs includes exclusive endorsements and distribution rights for playing kit, apparel and equipment, including playing and training kits for Englands National Team. Umbro realized $224 million in sales in fiscal 2011.

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ADIDAS COMPANY PROFILE:Adidas AGis a German sports apparel manufacturer andparent companyof the Adidas Group, which consists of theReeboksportswear company,TaylorMade-Adidasgolf company (includingAshworth), andRockport. Besides sports footwear, the company also produces other products such as bags, shirts, watches, eyewear, and other sports- and clothing-related goods.The company is the largestsportswearmanufacturer in Europe and the second-biggest sportswear manufacturer in the world, with American rivalNikebeing the biggest.Adidas was founded in 1948 byAdolf "Adi" Dassler, following the split ofGebrder Dassler Schuhfabrikbetween him and his older brotherRudolf. Rudolf later establishedPuma, which was the early rival of Adidas. Registered in 1949, Adidas is currently based in Herzogenaurach, Germany, along with Puma.

The company's clothing and shoe designs typically featurethree parallel bars, and the same motif is incorporated into Adidas's current official logo. The "Three Stripes" were bought from the Finnish sport companyKarhu Sportsin 1951.[4]

HYPERLINK "http://en.wikipedia.org/wiki/Adidas" \l "cite_note-4"[5]The companyrevenuefor 2010 was listed at11.99billion. In 1994, combined withFIFAYouth Group,SOS Children's Villagesbecame the main beneficiary.

In 1997, Adidas AG acquired theSalomon Groupwho specialized in ski wear, and its official corporate name was changed to Adidas-Salomon AG because with this acquisition Adidas also acquired the Taylormade Golf company andMaxfli, which allowed them to compete with Nike Golf.

In 1998, Adidas sued theNCAAover their rules limiting the size and number of commercial logos on team uniforms and apparel. Adidas withdrew the suit, and the two groups established guidelines as to what three-stripe designs would be considered uses of the Adidas trademark.

In 2003, Adidas filed a lawsuit in a British court challenging Fitness World Trading's use of a two-stripe motif similar to Adidas's three stripes. The court ruled that despite the simplicity of the mark,Fitness World's use was infringing because the public could establish a link between that use and Adidas's mark. In September 2004, top English fashion designerStella McCartneylaunched a joint-venture line with Adidas, establishing a long-term partnership with the corporation. This line is a sports performance collection for women called "Adidas by Stella McCartney",[13]and it has been critically acclaimed. Also in 2005, on 3 May, Adidas told the public that they sold their partner companySalomon Groupfor 485m toAmer Sportsof Finland. In August 2005, Adidas declared its intention to buy British rivalReebokfor $3.8billion (US$). This takeover was completed with partnership in January 2006[1]and meant that the company would have business sales closer to those of Nike in North America. The acquisition of Reebok would also allow Adidas to compete withNikeworldwide as the number two athletic shoemaker in the world. Adidas has global corporate headquarters in Germany, and many other business locations around the world such as Portland OR, Hong Kong, Toronto, Taiwan, England, Japan, Australia, and Spain. Mainly sold in the U.S., Adidas makes lots of assets from these countries and is expanding to more oversea countries.

In 2005, Adidas introduced theAdidas 1, the first ever production shoe to use amicroprocessor. Dubbed by the company "The World's First Intelligent Shoe", it features a microprocessor capable of performing 5 million calculations per second that automatically adjusts the shoe's level of cushioning to suit its environment. The shoe requires a small, user-replaceable battery that lasts for approximately 100 hours of running. On 25 November 2005, Adidas released a new version of the Adidas 1 with an increased range of cushioning, allowing the shoe to become softer or firmer, and a new motor with 153 percent more torque. On 11 April 2006, Adidas announced an 11-year deal to become the officialNBAapparel provider. They will make NBA,NBDL, and WNBAjerseys and products as well as team-colored versions of the "Superstar" basketball shoe. This deal (worth over $400million) takes the place of the previous 10-year Reebok deal that was put in place in 2001.

PRODUCT RANGE:

RunningAdidas currently manufactures several running shoes, including the adiStar Salvation 3, the adiStar Ride 3 (the replacement for the adiStar Cushion 6), the Supernova Sequence 4 (the replacement for the Supernova Control 10), and the Supernova Glide 3, among others. In addition, their performance apparel is widely used by runners. Adidas also uses kangaroo leather to make their more expensive shoes.Football (soccer)

One of the main focuses of Adidas is football kit and associated equipment. Adidas remain a major company in the supply of team kits for international football teams.

Adidas also makes referee kits that are used in international competition and by many countries and leagues in the world. The company has been an innovator in the area of footwear for the sport, with notable examples including the 1979 release of theCopa Mundial moulded boot used for matches on firm dry pitches. It holds the accolade of the best selling boot of all time. The soft-ground equivalent was named World Cup and it too remains on the market, timeless and iconic. Some of the most famous football teams are currently sponsored by Adidas. Adidas became renowned for advancing the Predator boot design developed by ex-Liverpool and Australian international playerCraig Johnston. This design featured a ribbed rubber structure for the upper leather of the shoe, used to accent the movement of the ball when struck; highly skilled players claimed they were able to curve the flight of the ball more easily when wearing this new contoured design.The Predator also features the Craig Johnston-invented Traxion sole.

FIFA, the world governing body of football, commissioned specially designed footballs for use in its ownWorld Cuptournaments to favour more attacking play. The balls supplied for the2006 World Cup, theTeamgeist, were particular noteworthy for their ability to travel further than previous types when struck, leading to longer range goal strikes that were intended to increase the number of goals scored. Goalkeepers were believed to be less comfortable with the design, claiming it would move significantly and unpredictably in flight..Adidas also introduced another new ball for the2010 World Cup. TheJabulaniball was designed and developed byLoughborugh Universityin conjunction withChelsea FC. It received much criticism from players, managers and pundits for being too hard to control. The lighter and more aerodynamic ball led to many shots and passes being over hit. The Jabulani was widely blamed for the low numbers of long range goals or even remotely accurate attempts in the opening stage of the tournament

As well as the aforementionedPredatorboot, Adidas also manufacture theF50andadiPurerange of football boots.Adidas also provides apparel and equipment for all teams inMajor League Soccer.

Tennis Adidas has sponsored tennis players and recently introduced a new line of tennisracquets. While the Feather is made for the "regular player", and the Response for the "club player", Adidas targets the "tournament player" with the 12.2 oz Barricade tour model.[18]Adidas sponsors the following professional players with mainly clothing apparel and footwear:Ana Ivanovi,Andy Murray,Maria Kirilenko,Caroline Wozniacki,Justine Henin,Jo-Wilfried Tsonga,Daniela Hantuchov,Alicia Molik,Fernando Verdasco,Gilles Simon,Fernando Gonzlez,Flavia Pennetta,Laura Robson,Melanie Oudin, andSorana Crstea. Adidas tennis apparel contains the ClimaCool technology found in other athletic jerseys and shoes.[19]In November 2009 World Number 4Andy Murraywas confirmed as Adidas's highest paid star with a 5 year contract reported to be worth $24.5m.

Players sponsored by Adidas can take advantage of the Adidas Player Improvement Program, where the company provides coaches, fitness trainers and sports psychologists to players in order to further their careers. The program includes legendary coaches such as Darren CahillandSven Groeneveld.

InCincinnati, at theATP Tennis Tournamentin Mason, they have also sponsored theball-boy and ball-girluniforms.

Golf

Adidas Golf is part of Adidas, a German-based sports apparel manufacturer and part of the Adidas Group, which consists ofReeboksportswear company,Taylor Made-Adidasgolf company, andRockport. The Adidas Group is one of the global leaders in the sporting goods industry offering a wide range of products around the three core segments of Adidas, Reebok, and Taylor Made-Adidas Golf. Adidas Golf sells and manufactures Adidas-brand golf apparel, footwear, and accessories.

Adidas Golf sells apparel, footwear, and accessories for men, women, and youth. Men's equipment includes footwear, shirts, shorts, pants, outerwear, base layer and eyewear. Women's equipment includes footwear, shirts, shorts, skirts, pants, outerwear, base layers, and eyewear. Youth equipment includes both boys and girls footwear, apparel, and eyewear.

Cricket

In the 1990s, Adidas signed world's iconic batsmanSachin Tendulkarof India and made shoes for him. Tendulkar continues to wear Adidas shoes while playing matches. Since 2008, Adidas has sponsored the cricket bat used bySachin Tendulkar. It created a new cricket bat, 'Adidas Master Blaster', personalized for him.

In 2008, Adidas made their move into English cricket market by sponsoring English batting starKevin Pietersenafter the cancellation of his lifetime deal withWoodworm, when they ran into financial difficulties.Ian BellHYPERLINK "http://en.wikipedia.org/wiki/Adidas" \l "cite_note-21"

The following year they signed up fellow England player,Pakistanopening batsmanSalman Buttand Indian PlayerRavindra Jadeja. Having made cricket footwear for many years, the company finally entered the field of bat manufacture in 2008 and their products are available in the Incurza, Pellara and Libro ranges.

Adidas manufactures uniforms for theEngland cricket team. Adidas signed withCricket South Africain 2011 and the uniforms worn by South African Cricket Teamduring and after theCricket World Cup 2011will be manufactured by the German giant.They also sponsor theSouthKorea national cricket team.

In theIndian Premier League(IPL), Adidas are the official apparel sponsor for the teamsMumbai Indians,Delhi DaredevilsandPune Warriors India.

Basketball

Adidas has been a longtime basketball shoe manufacturer and is one of the leading basketball brands in the world. They are most famous for their late 1960s iconic Superstar and Pro Model shoes, affectionately known as "shelltoes" for their stylized hard rubber toe box.These were made very popular in the 1980ship hop streetwearscene alongside Adidas's stripe-sided polyester suits. Adidas is also the current outfitter of all 30 franchises in theNational Basketball Association(replacing theReebokbrand after the merger) and sponsors numerous players past and present likeKareem Abdul-JabbarandTracy McGrady, as well asDwight Howard,Chauncey Billups,Derrick Rose,Brandon Knight,Eric Gordon,Michael Beasley,Josh SmithandTim Duncan. Adidas endorsedKobe Bryantwith the Adidas Equipment KB8 as his first signature shoe until July 2002.The company also endorsedKevin Garnettuntil he opted out of his contract in 2010.Gilbert ArenasHYPERLINK "http://en.wikipedia.org/wiki/Adidas" \l "cite_note-26"

was an Adidas endorser until 2010. RugbyAdidas make rugby balls and other rugby gear. They are the current kit and ball supplier to the New ZealandAll Blacks, IrishMunster Rugby, theArgentinian Pumas, and the South AfricanStormersandWestern Provincerugby union teams among others. Adidas are also the official match ball supplier to theHeineken Cup.

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CHAPTER 2RESEARCH METHODOLOGYResearch Objective and Methodology

2.1 Research Objective of the Study: The main objective behind doing this research is to get the full knowledge about the consumer preference and satisfaction towards NIKE brand n its products in comparison to ADIDAS brand sports products.

2.2 Research Methodology of the Study: Methodology is generally a guideline for solving a problem, with specific components such as phases, tasks, methods, techniques and tools. It can also be defined as follows:

2.3 Research Design:

1. Research design is the strategy, the plan, and the structure of conducting a research project.

2. A research design is the specification of methods and procedures for acquiring the information needed.

3. It is the over-all operational pattern or framework of the project that stipulates what information is to be collected from which source by what procedures.

Descriptive research design is a scientific method which involves observing and describing the behavior of a subject without influencing it in any way.

The Research Design used by me is DESCRIPTIVE research design.Types of research design

Every Research needs lots of dedication from the researchers part-the amount of dedication mainly depends on the subject matter of the research. Before undertaking any research in any subject areas one must be sure about the intended purpose of the research-this purpose determines what type of research one is going to undertake. Any scientific research may fall into the following three broadly categories: Exploratory research-This type of research may generate any novel idea in the domain of knowledge. It is primarily done for the purpose of finding anything new in any subject arena and always tries to shed some light in the unknown domain of knowledge. This kind of research also helps us to generate new discipline in sciences and help us to identify problems of those particular research areas.

Constructive research- This is mainly done by many technological corporates in order to find new/alternative solutions to any particular crisis or problems. For example-renewable energy research or development of the capacity of optical fiber may fall into this category of research.

Empirical research-This is very impressive observational type of research, where one observes or test on real-life data or analysis the pattern of some specific events in order to identify the nature or the class of trend that specific phenomenon maintains. Based on the test result, researchers try to draw lines in order to predict the result of that type of incidents with certain level of confidence.

2.4 Data Collection: The task of data collection begins after a research problem had been defined and research design/plan chalked out. Data collection can be done by both primary and secondary method.

Sources of Data Collection: Primary Method: Data that have been observed and recorded by the researchers for the first time to their knowledge. It can be collected by:

Communication

Observation

Questionnaire

There are basic approaches to data collections using primary methods:

Qualitative researchincludes interviews, focus groups, participant observations and ethnographies.

Quantitative researchincludes controlled laboratory experiments, field work, questionnaires and surveys.

The term primary research is widely used inacademic research,market researchandcompetitive intelligence.

Secondary Method: Data that have been already collected by and readily available from other sources. Such data are cheaper and more quickly obtainable than the primary data and also may be available when primary data cannot be obtained at all.The type of data collection used by me is a primary source; questionnaire.

2.5 Sampling Design: Population: A population can be defined as including all people or items with the characteristic one wish to understand. Because there is very rarely enough time or money to gather information from everyone or everything in a population, the goal becomes finding a representative sample (or subset) of that population.

Sampling Unit: One of the units in to which an aggregate is divide or regarded as divided for the purposes of sampling, each unit being regarded as individual and indivisible when selection is made.

One (1) NIKE shoes and sportswear product user is the sampling unit.

Sample Size: The sample size is an important feature of any empirical study in which the goal is to makeinferencesabout apopulationfrom a sampleSample size taken is 50.

Sampling Area: A method in which the area to be sampled is subdivided into smaller blocks which are selected at random and then subsample or fully surveyed; method is used when a complete frame of reference is not available.

Sampling area is NORTH DELHI.

Sampling Technique:

Non-Probability Sampling Technique: Under this technique selection depends upon the situation. The sample is not a proportion of the population and there is no system in selecting the sample. No such assurance is given that each item has a chance of being included as a sample. Convenience Sampling: Generalization to a population can seldom be made with this procedure. This is one of the weakest sampling procedures. Judgemental Sampling: It is a form of convenience in which the population elements are selected based on the judgement of the researchers. Quota Sampling: A pre-defined number (quota) of people who meet certain criteria are surveyed. Snowball Sampling: An initial group of respondents is selected, usually at random. After being interviewed, these respondents are asked to identify others who belong to the target population of interest. Subsequent respondents are selected based on the referrals.Probability Sampling Technique: Under this technique such sample is selected from the population by means of some systematic way in which every element of the population has a chance of being included in the sample. It is more complex, expensive and time consuming. Its types are as under:

Simple Random Sampling: Each element in the population has an equal probability selection and each combination of elements has an equal probability of selection.

Systematic Sampling: It is a method of probability sampling in which the defined target population is ordered and the sample is selected according to position using a skip interval. Stratified Sampling: Firstly divide population into groups that differ in important ways. Basis for grouping must be known before sampling. Then select random sample from within each group. Cluster Sampling: This sampling is appropriate when it is very time consuming or expensive to choose the individuals one at a time. It is also known as multistage cluster sampling.The sampling technique used is the CLUSTER SAMPLING.2.6 Research Instrument: The research instrument used is a QUESTIONNAIRE.Number of questions: The questionnaire prepared by me contains 15 questions.

Types of questions:

Open Ended Questions: Open ended questions are those questions that give the audience an opportunity to express their opinions. In these types of questions, there are no predetermined set of responses and the person is free to answer however he/she chooses. By including open ended questions in your questionnaire, you can get true, insightful and even unexpected suggestions. Qualitative questions fall under the category of open ended questions. An ideal questionnaire would include an open ended question at the end of the questionnaire that would ask the respondent about suggestions for changes or improvements.Closed Ended Questions:

Closed ended questions are questions that include multiple choice answers. Multiple choice questions fall under the category of closed ended questions. These multiple choices could either be in even numbers or in odd numbers. By including closed ended questions in your questionnaire design, you can easily calculate statistical data and percentages. Preliminary analysis can also be performed with ease. Closed ended questions can be asked to different groups at different intervals. This can enable you to efficiently track opinion over time.Rating Scale Questions:

In rating scale questions, the respondent is asked to rate a particular issue on a scale that ranges from poor to good. Rating scale questions usually have an even number of choices, so that respondents are not given the choice of a middle option.CHAPTER 3DATA ANALYSISData Analysis and Interpretation

Q. Do you prefer brand products?A.35 respondents responded that they prefer branded products,13 respondents responded that they do not prefer using branded products and 2 respondents responded that they dont often use the branded products.

SL.NOOPTIONSIN NUMBERIN PERCENTAGE

1YES3570%

2NO13 25%

3NOT OFTEN25%

Q. Q. Do you prefer wearing sports shoes?A.35 respondents responded that they prefer wearing sports shoes while 15 responded that they dont prefer wearing sports shoes.


1YES3570%

2NO15 30%

Q. What brand do you prefer the most?

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


1ADIDAS 13 25%

2NIKE 20 35%

3REEBOK 7 15%

4PUMA 10 20%

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

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


1QUALITY2345%

2 PRICE1735%

3 VARIETY715%

4 DURABILITY310%

Q. Are you satisfied with the quality of your preferred brand?A.33 respondents responded that they are satisfied with the quality of the brand which they are using while 17 respondents responded that they are not satisfied with the quality of the brand which they are using.


1YES3365%

2NO1020%

3NO COMMENT715%

Q. Are you satisfied with the price range?

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


1YES 2755%

2NO 1530%

3NO COMMENTS 815%

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

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


1COMFORT 2040%

2PRICE 1530%

3DURABILITY 715%

4USE IN SPORTS 510%

5ANYOTHER 35%

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


1LUCKY COUPON 510%

2FREE GIFT 8 15%

3DISCOUNT 3060%

4ONE PLUS ONE 715

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

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


1YES 2040%

2NO 3060%

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

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


1YES 3570%

2NO 1530%

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

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


1YES 2855%

2NO 1245%

FINDINGS

Findings 1 96% people prefer wearing sport shoes.

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

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

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

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

6 90% people does not switch over the brand.7 60% people like the light weight of Nike, Adidas the most. 15% like comfort. 25% like toe support.

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

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

10 80% people are satisfied with Nike, Adidas.

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

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

LIMITATIONS

Psychological Constraints:

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

Constraints regarding confidential Issues: Most of the interviewed persons were reluctant to give information. No wide coverage: As the research was confined to only North Delhi

Time constraint- There was a time constraint in the study Limited information on the internet about the company profiles of both the brands.

SUGGESTIONS AND RECOMMENDATIONDSUGGESTIONS AND RECOMMENDATIONS Half of the population prefers buying Nike sportswear products.

Nike is preferred over Adidas

90% of the population is satisfied with the Nike products

Durability and comfort are the main concern for buying shoes

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

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

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

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

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

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

90% of the population is satisfied with the Nike brand

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

Pricing strategy in India plays an important part in attracting consumers

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

BIBLOGRAPHY

BIBLOGRAPHYBooks/Magazines Referred

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

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

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

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

Kotler (2000) marketing management, Millennium edition

Websites

www.researchandmarkets.comwww.google.comwww.nike.comwww.adidas.comwww.wikipedia.com.

ANNEXURE ANNEXURE1. Name:

2. Age: Less than 20 years.

20-30 years.

30-40 years.

Above 40 years.

3. Gender:

Male.

Female.

4. Occupation: if you choose service or business then answer Q5 otherwise move to Q6.

Service

Student

Business

Any other (specify):

5. Monthly Income: Less than Rs 10,000.

Rs 10,000 Rs20, 000.

Rs 20,000 Rs 30,000.

Rs 30,000 Rs 40,000.

Above Rs 40,000

6. Do you prefer brand products?

Yes

No

7. Do you preffer wearing sports shoes?

Yes

No

8. What brand do you prefer the most?

Reebok

Nike

Adidas

puma

Any other

9. What factors influence you to go to a particular brand?

Quality

Price

Durability

Variety

Any other

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

Yes

No

No comments

11. Are you satisfied with the price range?

Yes

No

No comment

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

Comfort

Price

Durability

Use in sports

Any other

13. What kind of promotional tool do you prefer?

Lucky coupons

Discount

Free gift

Buy 1 get 1 free

Any other

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

Yes

No

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

Yes

No

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

No

Sampling Technique

Simple Random Sampling

Systematic Sampling

Stratified Sampling

Cluster Sampling

Other Sampling Technique

Non-Probability Sampling Technique

Probability Sampling Technique

Convenience Sampling

Quota Sampling

Judgemental Sampling

Snowball Sampling

_1427655304.xlsChart1

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Column1

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Documents

costumer satisfaction towards nike and adidas