Institute for Integrated Learning in Management

Graduate School of Management

Summer Internship Project on

To find market opportunities and to identify

customer and retailer satisfaction level

(AERO CLUB)
UNDER THE GUIDANCE OF
Dr. Deepankar Mukherjee
FOR THE PARTIAL FULFILLMENT OF THE
COURSE PGDM
Submitted By: Ravit Rathee
 ACKNOWLEDGMENT

Working as a management trainee during my summer internship has really

broadened the horizons of my knowledge. I have learned the practical
implications of what I studied in my course. I have imbibed so many new things
which I am sure will benefit me in the future. “A project is not produced by just
one person, it takes lot of hard work by lot of talented people who guide you
with their expert advices and experiences.”And for making my project
successful I have many people to thank for helping and guiding me in
completion of the project.

I would like to thank to Mr.Vikash (internal guide) and Mr. Ajay Pandey (Area
manager), who kept the ship afloat for the past two months and shared their
expert advices to make my project full of content and also provided me the
facilities to prepare the project.

I would also like to specially thank my faculty mentor Dr. Deepankar Mukherjee
whose guidance was instrumental in my endeavor.
 CONTENTS

 History of the company

 Introduction
 Features of the product
 Types of product
 Technology used
 Services provided to the customers
 Future plans
 Performance of the product internationally
 SWOT analysis.
 Market survey.
 Questionnaire
 Interpretations
 Suggestions & Recommendations
 HISTORY OF THE COMPANY

 1960: Aero club started as a small manufacturing unit in Delhi.

They were among the first to export shoes to the U.S.S.R

 1962: They ventured into retailing with an outlet at a prime

location in Delhi.


 1972: They set up the first fully mechanized modern shoe
factory in India (with German Machinery) to augment existing
capacities, in view of the growing export demand.

 1974:Become one of the first company to export shoes uppers to

German democratic republic

 1984:

i. Became the largest trading partner of U.S.S.R in leather

footwear and components
ii. Among the first Indian company to set up a representative
office in Moscow
 1988: signed up first protocol with U.S.S.R for large scale
expansion of leather industry

 1990: concluded first turn- key contract of US $78 million with

U.S.S.R government for the purpose of setting up leather
complex in Kazakhstan.

 1992: The Company launched Woodland brand and acquired

winter boot factory in Quebec, Canada to cater to the Canadian
and U.S. Markets.

 1994: Commissioned manufacturing plant for Reebok for export

to U.S.A.

 1997: Commissioned manufacturing unit for apparels, adding to

the range of Woodland products.

 2002: woodland becomes a national leader in premium category

shoes, apparels and accessories. Started sourcing operations
from South East Asian countries. Opened offices in china and
Hong Kong facilitating the domestic demand for new products
and development.

 2007: total number of exclusive showrooms targeted to touch

200 mark
 INTRODUCTION

What does woodland stands for?

The answer is simple the spirit of adventure, of course. The
advertising has been created specifically to communicate this spirit to
everyone. And to encourage them to keep exploring and keep
discovering.

Woodland Shoes, is amongst the most demanded and popular

footwear brands in India. Over the years the brand has strengthen its
reputation for Adventure oriented designing | Durable products |
Innovative shoe constructions Made carefully out of the best selected,
premium leather hides, the shoes are hand stitched to enforce
durability. High quality, abrasion resistant soles are ideally suited for
all terrain use. Woodland is quality everywhere. The soles, laces,
leather, insoles, stitching, everything is done under strict quality
conditions. Woodland not only believes in making the best quality
products but also creating outstanding communication ideas. It’s no
wonder then that Woodland advertisement have been widely
recognized in India and abroad. Woodland is an Indian Brand and they
have done it with Indian Footwear. Woodland targets the up market
segment and is positioning itself as a rugged high quality premium
casual shoe. It can be called as SUV of Indian shoes. The ads are
catchy and tempting. The logo of Woodland was a status symbol
during the nineties. The brand is excellent in quality and styling. The
brand carefully presented itself as an outdoor trekking kind of shoe
which captured the imagination of Indian youth True to its price, the
brand delivered its promise on quality which ensured that the brand is
perceived as a value for money brand. Woodland has extended itself
to accessories and apparels. Earlier Woodland tried its hand in the
formal shoe category with the brand Woods but it did not make much
impact in that market.
 Indian shoe market is one of the most dynamic markets in the world.
Although there are different valuations about the Indian Shoe Market.
It is estimated to be worth around Rs 11000 crores. The market is
traditionally price driven and dominated by the unorganized sector.
 FEATURES OF THE PRODUCT

 Quality worth the money spent on :

Price of woodland shoes starts from Rs 1000 onwards.
These shoes are very beautifully designed and fashionable.
These shoes are available for around Rs 1000-5000 and the
purchase is worth of quality.

 Very trendy and fashionable:

Young generation being their target customers
Woodland offers you a wide variety of trendy and
fashionable shoes. You could be sure to get designer foot
wears changing with time suited for young generations
along with that chacquire stone & pearl worked sandals
best suited to your occasion and kid’s shoes are also
available in different colures like red, velvety-brown,
white, blue etc.

 Durability
Woodland shoes are really meant for durability. They are
classically manufactured for the toughest meanders. Due
to its durability woodland shoes are preferred by those
who don’t believe in frequent changing of shoes.

 Padded Layers to provide comfort:

Woodland shoes also provide the customers with padded
layers in the shoes in order to provide much more comfort
than other shoes.

 Fabric lined for soothing experience:

In some of there models woodland shoes also provide
fabric linings for soothing experience to there customers.
This is a unique feature of their shoes.
 Incredible range:
Woodland shoes also provide incredible range of
shoes to there customers so, that they can have a
variety of choice.
 TYPES OF PRODUCT

MEN:-

 Formal shoes:-
Woodland has a wide variety of formal shoes starting from
Rs. 1445 onwards. These shoes are light in weight,
comfortable and attractive.

 Casual shoes:-
Woodlands casual shoes are more in demand among the
youths. They provide good quality, comfort and classic
look to their customers. These shoes are available for
Rs.1145 onwards. Shoes are available in full size from 1 to
13.
 Athletic shoes:-
These shoes are beautifully designed and they provide
comfort and durability to their customers. Shoes are
available for Rs.1995 onwards.

 Trekking shoes:-
Trekking shoes are the most known shoes in the market.
These shoes have excellent foot grip. They also provide
good cushioning and deep treaded sole for all terrains,
dust, mud, ice, water. These shoes are available for Rs
1595 onwards

 Narrow edge shoes:-

 Narrow edge shoes are very in now days. These are easy
pointy shoes made out of swed leather, which looks
accurate at normal distance. They are not as difficult to
walk in as it looks. These shoes are available for Rs. 1945
onwards.

 Sandals:-
These sandals are stylish in design with fantastic colours
option, well padded soles and great grip. The company
uses smooth and exotic leather for making of this shoe.
They are available for Rs. 1695 onwards.

 Life style shoes:-

 With the change of trend woodland comes with lifestyle
shoes for their youth customers. The range starts from
1395 onwards.

WOMEN:-

 Velvets shoes & leather sleepers , sandals:-

These shoes are more in demand by the ladies as these
shoes are beautifully designed with Velcro closure and
elastic back along with that woodland has a range of
leather sleepers and sandals in p.u sole. These shoes are
available for Rs. 1645 onwards.
  Baby shoes:-

Woodland also has a good variety of baby shoes. They

provide
Multi coloured kid’s shoes with attractive looks. These
shoes are very comfortable with a soft fabric lining sole.
These shoes are available for Rs. 995 onwards.

In Haryana company is doing business with its formal , sports shoes,

lifestyle and trekking shoes . The women and formal range only lies
with the retail outlets.

TECHNOLOGY USED
 The key raw material for shoes, leather, and a good part of
Woodland’s soles are all made in-house.
 Hand-picked Italian hides are tanned and finished on Italian
machinery.
 It is specially imported to the Group’s own tanneries to allow it
to produce the same products available in the best design houses
across the globe.
 The unique rugged, tough rubber soles are also produced using
German Technology at its own manufacturing facilities in India.
 New projects on the anvil include high-class footwear with
directly injected dual density soles with high-tech machines and
robots from the Germany.

SERVICES PROVIDED TO THE CUSTOMERS

Warranty period:-

The Showrooms also offer warranty for the footwear ranging

from 6 months to almost 1 ½ years depending upon the shoes
price.

After sales services:-

Woodland showroom also provides their customers with a

satisfactory after sales services. They give complementary gifts
to the customers on a specified purchase made by them. It
includes shoe polish, shoe shiner, belts and other accessories too.

Special discount offer:-

Woodland generally provides special discount offers to the

customers which mostly includes 12% discount on the purchase
made. They also give discounts on special occasions such as
ganpati, diwali, dusshera.

Shoe mela:-

Woodland also conducts shoe mela at various cities where they

sell there shoes at discounted rate. They have conducted shoe
mela at Hyderabad, Chennai, Bangalore and many more.

Online purchase:-

Woodland also provides a very convenient facility of online

purchasing to their customers. Under this facility customers can
purchase and pay online through internet.

FUTURE PLAN OF THE COMPANY

 WOODLAND SPENDING BIG TO EXPAND IN INDIA

They are planning to invest about Rs 10 crore (Rs 100 million) to set
up three new plants and to double there production capacity to
20000 shoes per day in Uttaranchal to cater to the increased
demand,"

The company currently has a production capacity of 9000 pairs of

shoes per day. The new units, likely to be ready by 2008-end,
would take its capacity to 10,000-12,000 pairs.

"They are well-placed to achieve a turnover of Rs 200 crore (Rs 2

billion) in the current fiscal and are anticipating a top line of Rs
350 crore (Rs 3.5 billion) in the next two years,"

The company is now planning to invest up to Rs 200 crore in the next

12 months on their expansion plans.

They are aiming to open 75 more stores in the country. The plan is to
also enhance the manufacturing capacity to cash in on the
ongoing retail boom.

They are also planning to import the latest technology in a big way to
set up 100 percent robotics based automated plant.
The company is also considering strategic tie-ups and outsourcing
work to some partners in the southern states.

PERFORMANCE OF THE PRODUCT INTERNATIONALLY

The desire to explore does not have any boundaries. Adventure does
not come with any limits. Discovery does not have an end. These are
as vast as the greatness of the outdoors. And it is this belief that has
been continuously driving.

Woodland forward in all its endeavors. It is this belief that has taken
Woodland beyond India’s borders and into the forefront of global
outdoor products. And it is these beliefs that will help Woodland push
the frontiers of the style and quality to bring you only the best. With a
number of showrooms already opened and opening in cities around
the world, Woodland is truly becoming a global brand.

Now, without losing focus on its Indian customer, the company has
once again set its eyes back on the international market, this time
through its powerful retail brand – Woodland. In the very near future,
consumers around the world will be able to buy Woodland products
available in cities beyond the Indian Sub-continent.
Following are the countries in which woodland brand have established
their market:-

 Canada

• Large winter boots factory in Quebec

• Lasting / finishing in Quebec uses American lasts/ sole/ fitting –
marketing in Canada.
• Specialty in winter boots and Woodland type casual shoes.

 China & Hong Kong

Sourcing operations from South East Asia
 Europe
Servicing the German, French, Italian markets and prominent
brands and wholesalers by the export wing of the group.
 SWOT ANALYSIS

STRENGTHS:-

 The strength of the company lies within its product

differentiation with great durability.

WEAKNESSES:-

 Don’t have sports shoes range for the athletes.

 Limited advertisements (awareness of the customers
about the new designs is very low)
 Availability (no availability of new designs)
 Woodland is certainly not for people who desire to
keep on changing their footwear frequently having
been fed up with the same design.
 The athletic and leather shoes do start getting dented
within a year.
OPPORTUNITIES:-

 Deeper penetration of market (by making product

available in small towns depend on the)
 They also have a great scope to expand their market
in sports (athletic) footwear.
 As they mainly deal in leather shoes so, they can also
enter into manufacturing of all seasons shoes
especially water proof shoes.
 Ladies footwear market.
 Formal footwear market

THREATS:-

 Woodland shoes face a big threat from organized

sector like Bata , metro, liberty etc
 Brands with same Product line :-
• Trekking
• Hi – Tec
 REPORT ON MARKET ANALYSIS

A survey was conducted to find out the demand & supply

analysis, production analysis & market share captured by woodland
shoes.

CONDUCTED AREA:

Haryana

Sample Size : 38 Retailers.

: 77 Customers.

The survey was conducted with woodland dealers and

the customers who were purchasing shoes from the market at that time

To conduct a survey two questionnaires prepared by

group one for retailers & one for customers.

The retailer’s questions are based on availability,

durability, production, demand, supply, profits margin &their
suggestions regarding product.

The customer’s questions are based on availability, preferences,

prices, variety, durability & their suggestions regarding product.
 Questionnaire for dealers

1. Which is the most demanded brand among customers?

a) Woodland b) Red Tape c) Lee Cooper d) ID e) Reebok

f) Adidas g) Nike h) any other specify ---------------

2. What price range of shoes available in your stores?

a) Rs 500-1000 b) Rs 1000-1500 c) 1500-1800

b) Rs 1800-2200 e) Rs 2200-2500 f) Above Rs 3000

3. Which age group people make the highest purchase in your

store?

a) Age 12-15 years b) Age 15-18 years c) Age 18-22 years

d) Age 22-25 years e) Age 25-30 years f) Age above 30

years

4. Do you provide any discount at your stores?

a) yes b) no
If yes how much
a) 5-10% b ) 10-15 % c) 15%-20% d) more than 20 %
 5. What is the average purchase of each customer?

a) Rs 500-800 b) Rs 800-1000 c) Rs 1000-1500 d) Rs 1500-

1800

e) Rs 1800-2000 e) Above Rs 2000.

6. What percentage of customer finally make a purchase

a) 5% b) 10% c) 15% d) 20% e) 40 % f ) 50 %

7. Which season leads to highest sales ?

a) Summer b) Winter c) Diwali d) Christmas e) other

occasions (please mention) ------

------------------

8. How often you run a scheme in your store?

a) Once in a month b) Every three month c) after every

six month
d) Once in a year

f) Other specify---------------------
 9. What unique qualities do you find in the most selling brand
at your showroom shoes?

a. Material of the product

b. Brand awareness(brand recall)
c. Durability
d. Price of the product
e. Design
f. Comfort
g. Other

10. What unique qualities do you find in woodland

shoes ?

a. Material of the product

b. Brand awareness(brand recall)
c. Durability
d. Price of the product
e. Design
f. Comfort
g. Other

11. Rank Woodland shoes on the scale of 1-5 on the

following basis:-

a) Price of the product b) Value of the money c) Comfort

d) availability

e) Change according to trend.

 12. Which is the best selling article of woodland shoes?

---------------------------------------------------------------------------

13 What is the average number of complaints in woodland

products

------------------------------------------------------------------------------

15. Which is the best selling article of woodland in sandals?

----------------------------------------------------------------------------
16. Your valuable suggestion

----------------------------------------------------------------------------
----------------------------------------------------------------------------

Name………………….
City …………………...
Contact no. …………..
Firms name and address …………………………
…………………………
 Questionnaire for Customers

1. Which large format store you prefer more? & Why?

a. Single brand outlet
b. Multi brand outlet

----------------------------------------------------------------

2. How many times you visit large format store in a month?

-----------------------------------------------------------------------

3. What prompted you to visit large format store in place of

M.B.O?

----------------------------------------------------------------------------

4. Which Brand comes in your mind while thinking of branded

Shoes?

a) Woodland b) Red Tape c) Lee Cooper d) ID

e) Reebok

f) Adidas g) Nike h) any other (specify) ----

 5. What brand of shoes you own currently?

a) Woodland b) Red Tape c) Lee Cooper d) Adidas

e) Nike

f) ID g) any other (specify) ----------------------

6. which of the following Parameters, You like the most in your

present shoes.
(Please give a score out of 10)

a) Quality of Materials ---------

b) Style ----------
c) Durability ----------
d) Price ----------
e) Availability ----------

7. “I changed my old shoes to new one because “?

a) It got old b) of changing fashion

8. How often you purchase new shoes?

a) Every six month b) six month-one year c) one year-two

years d) more than two years

9. From where do you get information about Woodland?

 a) Advertisement b) Magazines c) Friends/ Relatives
d) hoarding e) Any other____________

10. According to you which is the best brand of shoes available in

the Indian market?

a. Woodland
b. Adidas
c. Reebok
d. Nike
e. Red tape
f. Lee cooper
g. Id

11. What attributes you look for in shoes while purchasing it

a. Quality b. cost
c. brand name d. durability

12. What was the life of the last woodland article you purchased.

a. Less than 1 year b. between 1 to 2 years

c. between 2 to3 years d. more than 3 years
e. not purchased yet

13. When you think of woodland what is first thing that comes to
your mind

a. Quality b. Style
c. Durability d. All of these

14. What is your first preference?

a .Formal shoes b. Casual shoe
 c. Depends on occasion d. any of the 2 with good
style

15. What price do you think is appropriate for purchasing shoes.

a. Below 1000 b. 1000 to 2000

c. 2000 to 3000 d. Above 3000

16. Your valuable suggestion

-------------------------------------------------------------------------------------
-------------------------------------------------------------------------------------
-------------------------------------------------------------------------------------
-------------------------------------------------------------------------------------
-------------------------------------------------------------------------------------
-------------------------------------------------------------------------------------
------------------------------------------------------------------------

Name ……………………
Contact no. ……………..
City ……………………..
SURVEY INTERPRETATION:-
RETAILERS:-
1. Which is the most demanded brand among customers?

According to the retailers Woodland is the most demanded brand

among customers followed by Adidas. So here we can perdict out
our main competitor is Adidas in Haryana
2.what price range of shoes available in your stores?

The price range of shoes the dealers keep in their shops lies in
between 1000-1500.this shows that the spending behaviour of the
customers lies around this range. As woodland is targeting deep
pockets or have premium placement in market according to that price
range of woodland shoes worth that much.

Which age group people make the highest purchase?

Customers comes for the shopping have age between 25-30.
So company should target this age group if company wants to increase
its market share. Company can do so by increase the brand awareness
related to new degins coming with the help of advertisements.
4. Do you provide any discount at your stores?

Most of the customer work with a strategy of low cost as their

differentiation. So more than 90 percent retailers provide disconts to
their customers. So to increase their sales and image they provide
maximum possible discount to their customers .
How much discount you provide to their customers?

Around 40% customers provide more than 20% discount to their

customers. This increase the bargaining power of the customers also
led to the decrease in the profit margin of the retailer which make the
retailer shift to some another brand for better profit margin.
What is the average purchase of each customer?

As per the response the average purchase vary from shop to shop.
According to the output the average purchase is more around 500-800
Which season leads to the highest sales?

Winter season leads to the maximum sales. So the company should

provide schemes(more discount on large stock purchase) to the
retailers at that time, so that the retailers get more profit and be more
loyal to brand woodland.

How often you run a scheme in your store?

most of the retailers responds that they don’t provide any kind of
schemes to the customers as most of them already providing
maximum discount on regular basis. Around 30% of the retailers
provide discount schemes to their consumers so to get rid of the dead
stock.

What unique quality do you find in the most selling brand at your
showroom?
According to the results most of them responds that brand name plays
a major role to make a brand to be the most selling brand and after
brand name the material plays a major role to to make a brand to be
the most selling brand.

What unique quality do you find in woodland shoes?

The best thing in woodland is the material used to make a shoe . Also
the durability makes it different from any other brand.
Rank the woodland shoes on the scale of 1-5 on the following basis
a.Price of the product
b.Value for the money
c.Comfort
d.Availablity
e.Change according to trend

Analysis & Interpretation:-

Price of the product:-

Most of the retailers rank value for the money as 3,4,5 so this shows
that the price according to the product is little bit higher

Value for the money:-

This shows that most of the dealers ranked value for the money as 1,2
as this shows that woodland shoes give value for the money .

Comfort:-
According to the dealers woodland shoes are the most comfortable
shoes .

Availability
This represents that the designs are easily available but there may be
problem with the availablity of cut sizes .

Change according to trend:-

Most of the retailers ranked 5 .this shows that either the company is
not coming with new designs or the distribution network not able to
make it deliver to the dealers.
Customer interpretation:-

Which large format store you prefer more & why?

More than 65% customers prefer multi brand outlets to buy their
shoes. They do so because they find more variety or brand of shoes
available on multi brand outlets which let them choose best of all of
them.
What’s the frequency of visiting a shoe store?

Which brand comes to mind while thinking of branded shoes?

Reebok has the largest brand awareness in all . the reason may be their
advertisements with their brand ambassdor make the customer recall
reebok easily

What brand of shoes you currently own?

As the result represents that the customers are not brand loyal .the
results shows that most of the customers wears shoes which are not
well known brand in the market.
I changed my old shoes to new one because?

The customers are changing their shoes with change of faishon so the
company should introduce new designes time to time.
How often customers purchase their shoes?
Customers loves to change its shoes after 6 months. This means that
the customers becomes more aware of the the changing trend and likes
to go with the trend after every six months.
From where do you get information about woodland?

Most of the customers responds that they come to know about

woodland from their relatives.As on large scale company is making
advertisements through magazines .this means that there some
problem with advertisement channel(for rural market) so should fnd
some another way to make people aware about woodland company
and its products.
Which is the best brand of shoes available in the market?

Data shows that the reebok brand is the best shoe brand available in
the indian market followed by woodland.
What attributes you look for in shoes while purchasing it?
Customer prefers the quality of material the shoes has. The customer
always try to feel the quality by touching and the also by identifying
the company logo present on the shoes.

What was the life of the last woodland article you purchased?
The data shows woodland shoes are more durable because the time
gap between the purchases is between 1-2 years that shows that the
customer purchases a pair of shoes with in 2 years of its previous
purchase.

What customer think about woodland?

According to customer woodland shoes provides better material shoes
with great durablity. So the customers who looks for durable shoes go
with woodland.
Customer love to buy shoes as per the occasion or any shoes with
good style .

What is the appropriate price for purchasing shoes?

Customer thinks the price of the shoes should lies between 1000-2000.
Price range of shoes available and age group of customers make
highest purchase:-

Case Processing Summary

Cases
Valid Missing Total
Percen Percen
N t N t N Percent
price range of
shoes available *
100.0 100.0
age group of 38 0 .0% 38
% %
customers make
highest purchase
price range of shoes available * age group of customers make highest purchase
Crosstabulation
age group of customers make
highest purchase
above
18-22 22-25 25-30 30 Total
price range of 500- Count 1 4 6 1 12
shoes available 1000 Expected
.9 3.2 6.6 1.3 12.0
Count
% of Total 2.6% 10.5% 15.8% 2.6% 31.6%
1000- Count 0 3 9 2 14
1500 Expected
1.1 3.7 7.7 1.5 14.0
Count
% of Total .0% 7.9% 23.7% 5.3% 36.8%
1500- Count 0 0 2 0 2
1800 Expected
.2 .5 1.1 .2 2.0
Count
% of Total .0% .0% 5.3% .0% 5.3%
1800- Count 2 2 2 1 7
2200 Expected
.6 1.8 3.9 .7 7.0
Count
% of Total 5.3% 5.3% 5.3% 2.6% 18.4%
2200- Count 0 0 2 0 2
2500 Expected
.2 .5 1.1 .2 2.0
Count
% of Total .0% .0% 5.3% .0% 5.3%
above Count 0 1 0 0 1
3000 Expected
.1 .3 .6 .1 1.0
Count
% of Total .0% 2.6% .0% .0% 2.6%
Total Count 3 10 21 4 38
 Chi-Square Tests
Asymp.
Sig. (2-
Value df sided)
Pearson Chi- 12.808
a 15 .617
Square
Likelihood Ratio 13.902 15 .533
Linear-by-Linear
.493 1 .483
Association
N of Valid Cases 38
a. 22 cells (91.7%) have expected count less
than 5. The minimum expected count is .08.

Null Hypothesis :- there is relation between price range of shoes

available on retail outlets and the age of the customers comes to their
shops

Alternate hypothesis :- there is no relation between the price range of

shoes available and the age of customers comes to their shop

Recommendation & Analysis:-

As the pearson value is around .617 so therefore the null hypothesis is
rejected and alternate hypothes is accepted.
This tells us that price range availablity of shoes doesn’t help us to
take any decision related to the age group of people present at their
retail outlet

Age group of people and average purchase:-

Case Processing Summary

Cases
Valid Missing Total
Percen Percen
N t N t N Percent
age group of
customers make
100.0 100.0
highest purchase 38 0 .0% 38
% %
* average
purchase
 Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi- 15.964
a 15 .384
Square
Likelihood Ratio 16.907 15 .324
Linear-by-Linear
.580 1 .446
Association
N of Valid Cases 38
a. 23 cells (95.8%) have expected count less than 5. The
minimum expected count is .32.

Null Hypothesis :- there is relation between age group of customer

and average purchase of customer.

Alternate hypothesis :- there is no relation between the age group of

customer and average purchase of customer.

Recommendation & Analysis:-

The pearson value is .384 so the null hypothesis is rejected this
represnts that there is no relation between the spending behaviour and
age of customers
Discount provided to the customer and

Case Processing Summary

Cases
Valid Missing Total
Percen Percen
N t N t N Percent
how much * 100.0 100.0
38 0 .0% 38
average purchase % %
 Chi-Square Tests
Asymp.
Sig. (2-
Value df sided)
Pearson Chi- 33.607
a 20 .029
Square
Likelihood Ratio 33.919 20 .027
Linear-by-Linear
1.185 1 .276
Association
N of Valid Cases 38
a. 30 cells (100.0%) have expected count
less than 5. The minimum expected count is .
11.

Null Hypothesis :- there is relation between the discount given by the

retailers and the average purchase.

Alternate hypothesis :- there is no relation between the discount

given by the retailers and the average purchase.

Recommendation & Analysis:-

The pearson value is .029 so the null hypothesis is accepted this
represnts that there is relation between discount given by the retailers
and the average purchase.

Price range of shoes available and discount given by the

retailers:-

Case Processing Summary

Cases
Valid Missing Total
Percen Percen
N t N t N Percent
price range of
100.0 100.0
shoes available * 38 0 .0% 38
% %
how much
 Chi-Square Tests
Asymp.
Sig. (2-
Value df sided)
Pearson Chi- 16.404
a 20 .691
Square
Likelihood Ratio 19.734 20 .475
Linear-by-Linear
.118 1 .731
Association
N of Valid Cases 38
a. 29 cells (96.7%) have expected count less
than 5. The minimum expected count is .03.

Null Hypothesis :- there is relation between the Price range of shoes

available and discount given by the retailer
Alternate hypothesis :- there is no relation between Price range of
shoes available and discount given by the retailers

Recommendation & Analysis :-

The pearson value is .691 so the null hypothesis is rejected this

represnts that there is relation between discount given by the retailers
and the Price range of shoes available. From this can be predicted out
that the discount given by the retailers does not depend on the price
range of shoes available at their outlets.

Customers Data Interpretation:-

Brand currently own and brand comes to mind:-

Case Processing Summary

Cases
Valid Missing Total
Percen Percen
N t N t N Percent
brand you own
100.0 100.0 April
currently * brand 77 0 .0% 77
% % To
comes to mind
June
 Chi-Square Tests
Asymp.
Sig. (2-
Value df sided)
Pearson Chi- 1.272E
36 .000
Square 2a
Likelihood Ratio 64.182 36 .003
Linear-by-Linear
8.064 1 .005
Association
N of Valid Cases 77
a. 43 cells (87.8%) have expected count less
than 5. The minimum expected count is .03.

Null Hypothesis :- there is relation between the brand currently own

and brand comes to mind

Alternate hypothesis :- there is no relation between the brand

currently own and brand comes to mind

Recommendation & Analysis :-

The pearson value is .000 so the null hypothesis is accepted this
represnts that there is relation between brand currently own and brand
comes to mind. This represents that customers go with the brand recall
while purchasing the shoes. So increase the brand recall company
should go with the advertisements.

Attributes looks in shoes and price for purchasing shoes:-

Case Processing Summary

Cases
Valid Missing Total
Percen Percen
N t N t N Percent
attributes you
look in shoes * 100.0 100.0
77 0 .0% 77
price for % %
purchasing shoes
 Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-
13.765a 9 .131
Square
Likelihood Ratio 13.583 9 .138
Linear-by-Linear
1.173 1 .279
Association
N of Valid Cases 77
a. 12 cells (75.0%) have expected count less than 5. The minimum
expected count is .23.

Null Hypothesis :- there is relation between the attributes looks in

shoes and price for purchasing shoes.

Alternate hypothesis :- there is no relation between the attributes

looks in shoes and price for purchasing shoes.
Recommendation & Analysis :-
The pearson value is .131 so the null hypothesis is rejected this
represnts that there is relation between the attributes looks in shoes
and price for purchasing shoes. This shows that the style quality don’t
have any relation with the spending behavior of the customer.

Which of the following parameters you like the most in your

present shoes?(score out of 10)

Quality of material
8.197368421

Style
7.815789474

Durability
7.855263158

Price
6.723684211

Availability
7.644736842

The figures are the average of total score given by the respondents.
This represents that the customer prefer shoes which has better quality
other are the secondary things(as the response is all the same)
SUGGESTIONS & RECOMMENDATIONS:-

Woodland should have control over the discounts which the

dealers is providing to the customers (because due to 2 or 3
dealers in the same market to attract the customer they provide
maximum possible discount hence the profit of the dealers
decreases and may led the dealers shift to another brand.)

Woodland should increase the advertisements as the report tells

that the customer prefer to buy shoes of that brand which comes
to their mind.

Woodland should go for deep penetration as company should

make the availability of shoes in small towns depend upon the
income level(per capita income) of the people of that city

Woodland should increase the availability of women footwear

along with some differentiation in the product

Woodland don’t have formal range in the market so should come

up with the formal range and make it available on multi brand
outlets (as customers prefer buying shoes from multi brand
outlets).

Should increase variety in sports range as there are only one

designs available in the market

New designs should reach the dealers as the survey tells that the
company is not coming with new designs
Advertisements to make customers aware about the new designs
coming in the market

Make the dealers aware about the schemes (by delivering letters
from head office directly to the dealers)so that they can make use
of it as sometimes they come to know about the schemes when it is
already over

Meetings should be on Sunday as dealers demanded it should be

on holiday (the day when shops are closed).

There lots of complaints related to the manufacturing defects so

quality department must have knowledge about that and
improvements are expected.

The distributor should help the dealers to resolve out the

problems or complaints related to shoes (as distributor refused to
take the shoe from the dealers if complaints are there )
CONCLUSION

 Woodland is a well-known brand in men’s footwear and has got a

great opportunity to extend its business in women footwear, men
formal footwear and sports footwear. The dealers are satisfied
with the performance of the product but the service can be
improved with the given recommendation .