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Indian market is one of the fast booming market in the world. It attract most of the Indian andinternational company towards them. Due to the globalization most of international brandedcompany inter in the Indian market and increase the competition between them. There aredifferent international competitor which are present in the Indian market like Lee, Levi’s,PUMA, Nike, Mc Donald, Dominos, Elle etc. These company try to attract most of Indiancustomer. Most of the Indian people prefer imported stuff because they think importedcompany provided better look and they charge lower prices but in the case of Shoes andGarments it’s not like that.The study of consumer behavior is the most important factor for marketing of any goods andservices. The consumer behavior suggest how individual, groups and organization select, buy,use and dispose of goods, services, ideas or experience to satisfy there needs and wants. Italso clues for improving or introducing products or services, setting price, devising channelsetc.Since liberalization 100% FDI is allowed in India. This has attracted foreign companies to penetrate the Indian market. The marketers always look for emergent trends that suggest newmarketing opportunities and here in India a lot of opportunities are available.In an example taken to the extreme in the 2002 movie Minority Report, Tom Cruise’scharacter runs through a shopping mall past talking billboards that recognize him by nameand urge him to buy products he had earlier expressed an interest in such as jeans and Ray-Bans, the ultimate in personalized advertising. But Simonson has this to say: “The fact thatconsumer preferences are often fuzzy, unstable, and manipulatable is unlikely to change. So,the effectiveness of methods to give customers exactly what they (say they) want has beengrossly exaggerated.” His take on the long-held assumption that individual marketing willsupplant targeted marketing is “not so fast.” In studies, he has learned that “even whencustomers have well-defined preferences and receive offers that fit those preferences, it is far from certain that the response to such offers will consistently be more favorable than thosedirected at larger market segments.”

It’s all psychology. Consumers with well-defined preferences may be skeptical that amarketer could match expectations. Those who don’t know what they want may not ever seethe fit with what the seller wants them to buy. So, individualized offers depend on customers’ preferences &; how the offer was extended &; and on trust. “Effective individual marketingrequires not only an understanding of individual preferences and matching offers to those preferences, but also a thorough familiarity with the various factors that impact customers’responses,”. This is a tall order, one that some companies have been able to fill, at least tosome extent. For example, Amazon keeps track of customers’ purchases and suggests other books they might like. Dell builds computers from mass-made parts to customers’specifications. But some companies can take the concept too far, like the Custom Foot chainof shoe stores that took detailed measurements and specifications from each customer todesign one-of-a-kind shoes. Custom Foot didn’t take into account that some customers were put off by the individualized attention, and felt obligated to buy the shoes because the storewent to so much trouble. They often didn’t come back. So knowing only the customer preferences is not enough. It is required to understand other aspects of customer behavior.Keeping this in mind,

present study will find out and analyze consumer behavior of PUMA with reference to shoe market.

The main objective of this study are – To understand why customer buy a particular product.To know the marketing opportunities.To know about customer acceptance of the product.To analyze the customer expectation from the manufacturer.To help the company to know what consumer want in the product.To study the tastes, preferences, and buying behavior of consumers in case of footwear.To analyze buying behavior of consumers.To recommend strategies to Puma to increase sales.To provide suggestions to solve the problems of the company.

RESEARCH METHODOLOGY

Research comprise defining and redefining problems, formulating hypothesis or suggestedsolutions; collecting, organizing and evaluating data; making deductions and reachingconclusions; and at last carefully testing the conclusions to determine whether they fit theformulating Hypothesis.In short, the search for Knowledge through Objective and Systematic method of findingsolutions to a problem is Research.

Category:	Business/Law > Marketing
Rating:	(10 Ratings)
Upload Date:	05/03/2009
Copyright:	Attribution Non-commercial
Tags:	consumers marketing puma consumers marketing puma (fewer)

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