P. 1
Consumer Buying Behavior Reebok Shoes

Consumer Buying Behavior Reebok Shoes

|Views: 2,008|Likes:
Published by saurabh_pugalia

More info:

Published by: saurabh_pugalia on Mar 26, 2011
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as DOC, PDF, TXT or read online from Scribd
See more
See less

01/15/2013

pdf

text

original

Analysis on Consumer Buying Behavior (Rbk shoes

)

Submitted By: Name: Mohit Khanna Roll no:0711471706 Branch: BBA(gen) B

1

ACKNOWLEDGEMENT

I express my heartfelt gratitude to my industry guide Ms Neha Verma, without whose guidance and support the timely completion of this project would not have been possible. His valuable inputs at every stage of the research process charted the course towards the successful and timely completion

I would also like to thank my faculty guide Mr. Vishal Gupta, who provided me with the necessary information and utmost co-operation during my project and acted as a constant source of motivation & enlightenment for me.

I would like to acknowledge my indebtedness to Skyline team for approval and support for my Dissertation.

Mohit Khanna

2

CONTENTS
1. Introduction 2. Objective and Methodology 3. Consumer Buying BEHAVIOR Model 4. Company History 5. Company Profile 6. Finding and Analysis 7. Recommendation 8. Annexure • • Sample Questionnaire Respondents List 27 30 32 1 2 4 10 15 17 26

7. Bibliography

3

Footwear market has the potential to provide stimulus in initiating the development of the Indian economy. there are consumers ready to purchase the product which suits their needs). Reebok revolutionized sports shoes market in the 70’s throughout the world. which also affects the Indian culture and the lifestyle. The same Foster started writing the success story in 1985. They operate from Boston.e. Now after a decade. and buying patterns. we have searched internet to gather more information about the company Reebok. This study attempts to analyze consumers' behavior. Joseph William Foster. attitudes. But it requires a vast study of people across the world to find out whether a market has the potential of growth (i. Mr. The history of Reebok is very interesting. Characteristically. Leading brands of the world see a good market potential in the country. India is rapidly turning into one of the busiest market centers in the world. a quarter of the world's population and a fast-growing economy. Massachusetts. 4 . a member of the local running club “Bolton Primrose Harriers” wanted a pair of spiked running shoes for jogging. the Foster family introduced the name REEBOK and continued to grow faster because of its reputation for quality and innovative designs. when he made one sport shoes for himself. Today Reebok is the leading global sports wear brand name. and most importantly what drives them to choose a particular brand out of a plethora of brands which exist in the market. Foster created the first ‘Foster’ running shoes and it became famous as the news started spreading among the athletes.INTRODUCTION AND EXECUTIVE SUMMARY In 1958.

To find out the reasons of consumer buying preference of REEBOK over other brands To compare various attributes of REEBOK and other brands 5 .OBJECTIVES The project was undertaken keeping the following objectives in mind: • • • To study and analyze various factors affecting the buying BEHAVIOR of the consumer while purchasing REEBOK shoes.

surveys. A combination of the remaining two methods. To integrate and summarize what is known in the area.REASEARCH METHODOLOGY Research design Prior to undertaking this research. 1. a review of the literature was conducted to Identify and develop the initial research questions and subsequent hypotheses has been identified. Quantitative research uses structured questions with predetermined responses and a large number of respondents to quantify the response to a particular research problem. The surveys were distributed to 84 respondent and 50 out them were taken in account on the basis of complete information being provided by respondents. 6 . this requires both measurements of consumer response as well as comparison. Survey administration The survey instrument was self-administered and the respondents were made aware that participation was voluntary. Surveys lend themselves to collecting data from a large group of people and then summarizing the results in a quantifiable form. Given the nature of the research question. attitude change toward the brand and purchase intention. The primary focus of this research is a quantitative study. The goals of a literature review were as follows: To demonstrate a familiarity with a body of knowledge and establish Credibility. To show the path of prior research and how a current project is linked to it. This research quantifies consumer response toward the strategy. content analysis and existing statistics. was proposed. Data Collection Methods: The data collection methods used for quantitative research include experiments. survey and observation.

When these factors come in contact with buyer. The marketing and environmental stimuli enter the buyers mind through cultural.CONSUMER BUYING BEHAVIOR MODEL Consumer decision to buy a product or a service is the result of interplay of many forces or stimuli. the buyer’s decision initiates and the marketer needs to have correctly read the buyers conscious/unconscious BEHAVIOR to stimulate positive response. Marketing stimuli for a product includes locating target markets and segmentations of markets as per customer needs. 7 . social. personal and psychological factors.

Social Class: Homogeneous & enduring divisions. buy. services. members share common values. Consumers buying behavior is influenced by cultural. racial gaps & geographic regions. 8 . groups and organizations select. use and dispose of goods. Subculture includes: Nationalities. companies often design specialized marketing programs to serve them.* Involvement Significant Differences Between Brands For Difference Between Brands High Involvement Low Consumer Buying Variety-seeking BEHAVIOR BEHAVIOR (Computer) (Toothpaste) Dissonance Reducing BEHAVIOR (Carpet) Habitual Buying BEHAVIOR (Salt) The field of consumer behavior studies how individuals. Buyers’ characteristics and decision processes lead to certain purchase decisions. When subcultures grow large and affluent enough. Cultural factors Cultural factors exert the broadest and deepest influence. religions. Marketing and environmental stimuli enter the buyers’ consciousness. Such programs are known as diversity marketing. Each culture consists of smaller sub cultures that provide more specific identification and socialization for their members. social. hierarchically ordered. Culture is the fundamental determinant of a person’s wants and behavior. They have many characteristics. personal and psychological factors. ideas or experiences to satisfy their needs and desires. They may respond to influences that change their mind at the last minute.

People are also influenced by groups to which they don not belong to. neighbors with whom the person interacts informally. friends. which tend to be more formal. professional groups.• • • • Those within each class tend to behave more alike than persons from two different social classes. Groups having a direct influence on a person are called membership groups. People choose product tat communicate their role and status in society. a person acquires towards religion. A role consists of activities a person is expected to perform. 1. Some membership groups are primary groups such as family. 9 . Dissociate group: are those whose values or behavior an individual rejects. Each role carries a status. Reference Groups: all groups that have a direct (membership groups) or indirect influence on attitudes or behavior. family. wealth rather than a single variable. inferior or superior positions according to social class. Marketers must be aware of the status-symbol potential of products and brands. politics and a sense of personal ambition. Family of procreation – consists of spouse & children. Family: It is the most important consumer buying organization in the society and family members constitute the most influential primary reference group. Persons are perceived as occupying. It has a more direct influence on everyday buying behavior. • • Aspiration groups: are those a person hopes to join. People also belong to secondary groups such as religious. Family of orientation – consists of parents & siblings. Individuals can move up or down the social class ladder during their lifetime. social roles and statuses. Social class is indicated by a cluster of variables for ex: occupation. 2. From parents. and self-worth. income. Social Factors Consumers’ behavior is influenced by social factors such as reference groups. Role and Statuses: The person’s position in each group can be defined in terms of role and status.

aspirations. Age and Lifecycle stages: Persons age is an important decider of hid needs. hearing. drives. whereas young adults requires trendy clothes. smell. For e. learning. while a company executive would buys expensive clothes. economic circumstances. occupations bear different life styles. interests. Occupation: The occupation of a person decides his consumption pattern. transportation etc. Similarly consumption BEHAVIOR also is influenced by specific stages of family life-cycle. occupation. games. toys. means of communication. 10 . striving or needs direct. assets. and beliefs and attitudes. social class. Therefore consumer perceptions about the product price make the consumer bound to accept or reject the product. Psychological Factors The Psychology involves four major processes like motivation. borrowing power etc. touch and taste. and education facility. So the psychological characteristics of a person manifest his BEHAVIOR in terms of individual differences (high or low sociable person). opinions. and demographics. a teacher would buy simple clothes. perception.g. Economic conditions: Economic capacity of a customer to buy a product depends on his income. savings. club membership etc. Like small child requires milk powder. desires. These life styles are identified by various activities. lifestyle and personality. -----------???????? Perception: It is the process by which we become aware of changes through the senses of sight. Life style: The customers coming from different cultures. paper etc. Motivation: It refers to the way which urges. control or explains the BEHAVIOR of human being. but it can change with time and abrupt events.Personal Factors Consumer is influenced by age and life cycle stages. Personality and Self Concept: Personality is consistent and enduring.

acquaintances Commercial sources: Advertising. idea or practice. marketers can identify the most frequent stimuli that spark an interest in a product category. displays Public sources: Mass media. An attitude is pre-disposed BEHAVIOR which is enduring and consistent. The first factor is the attitude of others. the consumer is looking for certain benefits from the product solution.g. consumer -rating organizations Experimental sources: Handling. or avoid a purchase decision is heavily influenced by perceived risk. For e. postpone. consumption. post purchase actions and post purchase product uses 11 . A consumer’s decision to modify. service. The second factor is unanticipated situational factors that may erupt to change the purchase intention. friends. INFORMATION SEARCH Consumer information sources fall into four groups: Personal sources: Family. packaging. using the product EVALUATION OF ALTERNATIVES There are several decision evaluation processes. two factors can intervene between the purchase intention and the purchase decision. dealers. use is applied to the future BEHAVIOR. Second. salespersons. Beliefs and Attitude: Belief is a descriptive thought that an individual customer has about product. neighbors. Buying decision process PROBLM RECOGNITION The buying process starts when the buyer recognizes a problem or need by gathering information from a number of consumers. Third. PURCHASE DECISION However. examining. POST PURCHASE BEHAVIOR Marketers must monitor post purchase satisfaction. first the consumer is trying to satisfy a need. the consumer sees each product as a bundle of attributes with varying abilities for delivering the benefits sought to satisfy this need. A TV purchased from SONY would help teach the customer that DVD by SONY would also be better.Learning: It is a process by which knowledge and experience acquired form the purchases.

If the consumer is satisfied. he or she will exhibit a higher probability of purchasing the product again. the product is probably not very satisfying. If they sell or trade the product. new-product sales will be depressed. POST PURCHASE USE AND DISPOSAL: Marketers should also monitor how buyers use and dispose of the product.POST PURCHASE SATISFACTION: the importance of post purchase satisfaction suggests that product claims must truthfully represent the product’s likely performance. POST PURCHASE ACTIONS: satisfaction or dissatisfaction with the product will influence consumer’s subsequent behavior. Dissatisfied customers may abandon or return the product. 12 . If consumers store the product in a closet. Consumers may also find new uses for the product.

1950-1980 A Gazelle Named Reebok A Company on the Move In 1958. developed an international clientele of distinguished athletes. J. he was in business making shoes by hand for top runners. By 1895. and with it Reebok anticipated and encouraged three major trends that transformed the athletic footwear industry: the aerobic exercise movement. that year. The family-owned business proudly made the running shoes worn in the 1924 Summer Games by the athletes celebrated in the film "Chariots of Fire". In 1979. a partner in an outdoor sporting goods distributorship.5 million.Company History 1890-1930 J. in the 1890s. At $60. In 1982. but a dramatic move was planned for the next year. He negotiated for the North American distribution license and introduced three running shoes in the U. the influx of 13 . a shoe for a hot new fitness exercise called aerobic dance. and before long his fledgling company. Foster and Sons.W. Reebok introduced the first athletic shoe designed especially for women. Foster and Spikes of Fire Reebok's United Kingdom-based ancestor company was founded for one of the best reasons possible: athletes wanted to run faster. two of the founder's grandsons started a companion company that came to be known as Reebok.S. they were the most expensive running shoes on the market. 1980-1990 Freestyle Aerobics and Step Reebok Aerobics By 1981.W. The shoe was called the Freestyle™. Paul Fireman. Joseph William Foster made some of the first known running shoes with spikes in them. named for an African gazelle. Reebok's sales exceeded $1. spotted Reebok shoes at an international trade show. So.

The Beginning of a Classic Explosive growth followed. Its products are now available in more than 170 countries and are sold through a network of independent and Reebok-owned distributors. So was the beginning of step training . with breakthrough concepts and technologies for a host of sports and fitness activities. Reebok launched Step Reebok nationally in 1989 after conducting comprehensive scientific and biomechanical research that showed step aerobics was a highly credible and effective format for cardiovascular exercise. Step Reebok In 1986 in Atlanta. As a totally revolutionary and highly effective workout program. In its first ten years.women into sports and exercise and the acceptance of well-designed athletic footwear by adults for street and casual wear. In the midst of surging sales in 1985. Step Reebok became an international fitness phenomenon as millions of people in 16 countries used the program to stay in shape. a fitness professional named Gin Miller suffered a knee injury and began stepping on her back step in an effort to rehabilitate her knee. 1990-2000 Marquee Athletes and Core Training 14 . a particular fertile period began with The Pump® technology and continues today. Reebok's performance aerobic shoes have progressed through several generations. In the late 1980s. The Freestyle is now a "Classic" and is Reebok's best selling athletic shoe of all time. Creating innovative products that generate excitement in the marketplace has been a central corporate strategy ever since Reebok introduced the Freestyle shoe. In the late 1980s.new categories in which it also became a leader. Step Reebok was successful in breathing new life into health clubs around the country. Georgia. which Reebok fueled with product extensions . Reebok completed its initial public offering (stock symbol is NYSE: RBK).soon to become Step Reebok. Reebok began an aggressive expansion into overseas markets.

Reebok again revolutionized how people exercise and train with its global introduction of Reebok Core Training and the Reebok Core Board. representing a significant shift in how to approach exercise and training by focusing on "quality" (not "quantity") of movement. 15 . this innovative workout is a dynamic strength and conditioning program that focuses on developing total body power by emphasizing the abs.In 1992. For several years now. Reebok began a transition from a company identified principally with fitness and exercise to one equally involved in sports. The deal guarantees Iverson remains a Reebok endorsed athlete throughout this professional career. Widely used today by professional athletes. guard Allen Iverson was clearly the person it believed would generate the greatest excitement on the court and in the marketplace. twists. The board is adjustable. they can change the board's resistance to create more versatile workouts. Reebok Core Training and the Reebok Core Board provide a highly effective. Reebok and the NBA's MVP in 2000 signed a lifetime contract in November 2001. soccer. the company has focused on those athletes who represent the top echelon of sports and fitness. Allen Iverson . exciting and cutting-edge athletes. It created a host of new footwear and apparel products for football. Reebok made a strategic commitment to align its brand with a select few of the worlds most talented. It signed numerous professional athletes. teams and federations to sponsorship contracts. After five successful years as on and off-court partners. among them Allen Iverson and Venus Williams. track and field and other sports. Central to the program is the Reebok Core Board. the first-ever exercise board offering three dimensional action that tilts. whether that is in sports. so as users build strength. The training program is based on athletic and physical therapy training principles. strength training workout that conditions the user for daily living. baseball. exercise classes or playing with children. When used together. Signing Pro Athletes In the late 1990s. torques and recoils with the body's movements. torso and "core" muscles.When Reebok studied the deep and talented roster of prospective National Basketball Association draft selections in 1996. Core Training In 2000. conditioned exercisers and beginners alike.

Reebok has created new market segmentations that include several new product categories. co-branded Reebok-Indy Racing League apparel to IRL officials and 16 . The agreement also gives Reebok exclusive rights to develop a new line of NFL fitness equipment. with limited exceptions. the Women's National Basketball Association (WNBA) and the National Basketball Development League (NBDL). Reebok and the Indy Racing League (IRL) formed a multi-year partnership naming Reebok the official outfitter of the IRL. Reebok formed a 10-year strategic partnership with the National Basketball Association under which Reebok will design. Reebok and the National Football League announced the formation of an exclusive partnership that serves as a foundation of the NFL's restructured consumer products business. footwear and an NFL-branded apparel line. Reebok will provide custom-designed. authentic and replica jerseys and practice gear for all NBA. The agreement expands to include 19 NBA teams in the 2002-03 seasons. manufacture. Reebok will also have exclusive rights. manufacture. warm-ups. Prior to league exclusivity in 2004. practice apparel. IRL In February 2002. WNBA and NBDL teams. market and sell headwear. sell and market licensed merchandise for the NBA. NBA In August 2001. manufacture. The license includes on-field uniforms. Reebok will have the exclusive rights to design. New Looks NFL - In December 2000. Beginning in the 2004-05 seasons. the NBA's fledgling minor league. fleece and other apparel products for all teams in most channels of distributions. market and sell replica jerseys for all NBA. Reebok will also develop market and sell an exclusive line of NBA-branded basketball shoes and expand their line of Reebok Classic fashion products to incorporate NBA-branded apparel. As part of the agreement. The NFL granted a 10-year exclusive license to Reebok beginning in the 2002 NFL season to manufacture market and sell NFL licensed merchandise for all 32 NFL teams.2000 New Leagues. Reebok will have the exclusive rights to supply and market all on-court apparel. including uniforms. there was a transition period in the 2001-02 seasons during which Reebok was on-court with 11 NBA teams and all WNBA and NBDL teams. WNBA and NBDL teams. such as Equipment and Classics. Also in the 2002-03 seasons. T-shirts. shooting shirts. to design. sideline apparel.

Reebok launched Rbk . transporters and other IRL promotional programs included in the promotional rights agreement. Authentic co-branded Reebok-Indy Racing League merchandise will be available at all IRL events. authentic and inspirational. The "Sounds & Rhythm of Sport" consumer and retail promotions include the Reebok/Inters cope Records Present The Source Unsigned Hype Freestyle promotion. 17 . The league has a 15-race schedule in 2002." was launched in January 2002. its marketing needed to be culturally relevant as well. Rbk In February 2002. and it energized the industry by blitzing the market with Rbk product launches. The Reebok brand also will receive exposure through logos on race cars. called the "Sounds & Rhythm of Sport. and the Reebok All Access Pass on NBA. with its first race in 1996.a collection of street-inspired footwear and apparel hook-ups designed for the young man and woman who demand and expect the style of their gear to reflect the attitude of their lives . with headquarters in Indianapolis.000 music stores around the United States in advance of retail availability at more than 2. via online.selected teams. Reebok-Indy Racing League co-branded merchandise will be sold at all 15 Indy Racing League events in 2002. As Rbk is inspired by today's street fashion.com. A new global marketing campaign.cool and edgy. and celebrity events. and also at all other events at the Indianapolis Motor Speedway.500 authorized Rbk dealerships. It was founded in 1994 based on the rich traditions of the Indianapolis 500. Reebok also formed partnerships to preview the Rbk Collection in more than 1. the EBC (Entertainers Basketball Classic) at Rucker Park. with events in major markets from coast to coast. NFL and tennis athletes paired with many of the music industry's edgiest hip-hop and rap artists. oval-track auto racing series. The "Sounds & Rhythm of Sport" global marketing campaign features Reebok's NBA. The Indy Racing League is America's premier open-wheel. consumer and retail promotions. who are energized by the rhythm of the artist's music. mail-order catalog and through select retail outlets. The television spots showcase the moves and motion of the athletes. television and print ads. team uniforms. including the Indianapolis 500.

In addition to Reebok sportswear and accessories. Paul Fireman will remain as Chief Executive Officer of Reebok International Ltd. athletic shoes and sports apparel. with his wife. Reebok sports the Greg Norman line of men's casual wear. Reebok sponsors some sports stars.4 million and sales of $3. The merger is expected to be completed by the first half of 2006 and will create the second-largest sporting goods company behind Nike with $11 billion in revenues. Reebok announced in July it will merge with German sporting apparel company adidasSalomon in a deal valued at $3. MA. behind Nike. It has long been at home in sporting arenas and is the #2 US makers of athletic shoes. It runs more than 220 retail stores. in 2006. but the firm is taking strides to become more fashionable. as well as Rockport and Reebok shoes. Goods are sold under the brands Reebok. acquired Reebok for about $3.Company Profile Reebok International feels comfortable stepping out onto any surface. In addition to Reebok sportswear and accessories. owned nearly 19% of the firm) as head of Reebok Reebok is the world's third-largest maker of sneakers. and will continue to lead the Reebok team. Rockport and Greg Norman Collection.8 billion. Reebok had net income of $192. as well as Rockport and Reeboks shoes. Paul Harrington then succeeded Paul Fireman (who. Adidas will maintain its corporate headquarters in Germany and its North American headquarters in Portland. Reebok is also the official outfitter of the NFL and has an exclusive deal to supply NBA jerseys beginning this season. Reebok still sponsors some sports stars. In 2005 Reebok sold its Ralph Lauren Footwear unit to Ralph Lauren for about $110 million. Reebok sports the Greg Norman line of men's casual wear. but the firm is taking strides to become more fashionable. adidas. It has long been at home in sporting arenas and is the #2 US makers of athletic shoes. OR. In fiscal 2004. 18 .8 billion. It runs more than 220 retail stores. behind Nike. Reebok will continue to operate under its name and will retain its headquarters in Canton.7 billion Reebok International feels comfortable stepping out onto any surface.

19 .

FINDING AND ANALYSIS Demography of respondents 20% Analysis: It was observed that the majority of the respondents consist of professional from various fields like engineers. 6% 20 . working executive etc. which shows that our consumer is well educated and is very well informed about the product. While 36% were students from various fields. who effective form 38% of our database. Others constitute designers and athletes etc. software professionals. the further study is carried on the buying behavior of the above mentioned categories of consumer.

Also it was found that students were spending in the range of Rs 1000 Rs. 3000-6000 – Rs 3000 as compared to the working class professionals who were ready to spend between Rs 3000 – Rs 6000. 1000 .Consumer’s income level and spending capacity on shoes None 0 1 spending limit More then Rs. Rs. 6000 0 7 10 0% 2 Analysis: In the survey conducted a direct relation between the income level and the spending capacity was observed. 1000-3000 Less then Rs.1000 Rs.1000 0 0 0 0 10% 20% 30% 21 Less then Rs. since they have higher spending power because of higher income levels.

6 3 22 a.festival . whereas the businessman generally do their shoes shopping during traveling or on special occasion’s.S Shopping season Analysis: Amongst the student and the professional it was found the consumer buying BEHAVIOR does not change with respect to the seasons and occasion as most of the consumer would like to buy their shoes as and when need arises.occasions b.

18 16 Brand recollection: 14 Analysis: When asked about reconciling a sports shoes brand about 70% of the respondent were able to recall REEBOK or ADDIDAS were as rest were able to remember NIKE and FILA brands. 12 10 8 23 6 . This was due to the fact that REEBOK has brand ambassador like RAHUL DRAVID and YUVRAJ SINGH.

psychological. personal and cultural factors it was observed that the consumer give more preference to his personal choice and psychological factors like 50% of the people consider comfort and they generally do not consider durability as an important aspect because they believe that it comes along with the brand. 4% 12% 48% 24 . Also the social factor like style was second most important factor behind the consumer buying motives.C Factor influencing the buying process: Analysis: Among the various factors like social.

30% 10% 10% 20% 25 .

Style Price Comfort Brand Durability this further shows that the consumer look for style in the REEBOK more in comparison to the other brand hence. INF 26 .(b) Comparison with other brands Analysis: In response to the question about giving. c. d. b. out of 100 point to the various factors affecting their buying BEHAVIOR between REEBOK and OTHER’S following was observed: OTHERS ____20____ ____10____ _____30___ ____10____ _____30___ REEBOK ___30_____ ___10_____ ___30_____ ___20_____ ___10____ a. e. gave their 30 points to it whereas 20 in case of other brands it was seen that the comfort remains at equal place even while choosing a competitive brand.

It was observed that the beside that personal choice of the respondent.Buying forces Analysis: It was observed that consumer is forced by no factors like peer pressure. family and friends and some time people would like to buy a product because it is being endorsed by their favorite celebrity. the pressure from the friends plays an important buying force for the students. It was deduced that more than 75% of the respondents were using the REEBOK shoes and were mainly associated with it for a period of 1 year or more. while the peer and college in case of the professional and the least pursuing factor is family which was seen in case of the respondents belonging to age group 35 years and above. While the remaining respondents were using either the NIKE or ADDIDAS brand shoes. 27 . 24% No of people buying REEBOK shoes: Analysis: This question was asked to know the market capture by the REEBOK and the time period of association of the customers with REEBOK.

4% 22% 28 . while 10% did not gave any response as they were not using the REEBOK shoes.16% Customer satisfaction: Analysis: Because of the quality product offered by the REEBOK about 60% of the respondents were either very satisfied or satisfied.

Consumers say that they are not satisfied with the comfort level of the shoes. So they can bank on this opportunity. So our recommendation would be to promote their product for the masses as a whole. so we recommend that they can give customized option to the sports person through internet where consumer can give required specifications and get there product. Like the advertisement which shows 50 CENTS. • The data shows that consumers are not really concerned about price and durability. influences a college student but it has less effect on a business man. This is not provided by any of the brands in the market. • On analyzing some sports personality we came to know that they are not happy with the sports shoes. We know the sportsmen market in India is on a lower end. They say the area disposition of the shoes should be more. • As we know India is a land of diversities and we have ‘n’ numbers of festivals in a year. 29 . This would have emotional factor attached to it and would help in making customers buy the product. which in turn give higher grip. as from the data it is been proved that people buy shoes anytime in a year. So what they must do is stress more on styling and comfort. so what Reebok can do is promote their product relating to any of the Indian festival. because they require some special characteristics in sports shoes.RECOMMENDATIONS On analyzing the feed back from customers we as group would recommend following things: • The demographics show that the major customer base of Reebok is limited to Professionals and Students. which is expected on a higher level out of Reebok. So to add business man and others to there existing consumer base they can advertise showing a business tycoon using Reebok shoes in his/her leisure time or any other promotional activity.

50000 b. Rs. 100000-300000 d. Nike c. .1000 b. Fila e. More then Rs. 6000 e. Others 4) Have you ever bought Reebok shoes? 30 minds first. 50000-100000 c. Rs. Caterpillar d. Rs. Reebok f. Adidas b. Below Rs. Less then Rs. Rs. None 3) When you think of sports shoes. 500000 2) How much do you spend on footwear in a year? a. More then Rs. 3000-6000 d. 1000-3000 c.SAMPLE QUESTIONNAIRE Name: ____________________ Age: Sex: Phone: _____ M F Profession: _________________ _________________ 1) Income level: (Per year) a. 300000-500000 e. Rs. which of the following brands comes to your a.

Durability 10) Which of the following influences the most to your buying procedure? a. Peers/Colleagues e. Personal Choice 31 _________________ . Comfort d. Brand Ambassadors d. Family b. Brand Name c. 2 months b. 6 months d. Friends c. 4 months c. 3-5 d. 1-3 c. 1 b. Year 9) Which of the following you consider most while purchasing footwear? a. More then 5 7) 8) How many of them are sports shoes? How long have you been using it? a.Yes No 5) If no then which other brand? _______________________ 6) How many pairs of shoes do you have? a. Price e. Style b.

Festivals c. Very Satisfied b. Style b. Durability ________ ________ ________ ________ ________ REEBOK ________ ________ ________ ________ ________ 12) What time of the year do you do your shoes-shopping? a. Satisfactory c. Travel/Vacations 13) Your experience with Reebok shoes… a.11) Kindly give in terms of % (weight age) the qualities you look for in a sport shoes OTHERS a. Occasions b. Anytime d. Ok d. Very Poor 32 . Price c. Comfort d. Poor e. Brand e.

RESPONDENTS LIST Respondents’ Name Antriksh Shreesh Saxena Aditya Agarwal Priya Abhijeet Sandeep Shashank Gupta Vidhi Sandeep Kumar Varun Pankaj Redhu Nikhil Puneet Chopra Mitesh Manoj Sandeep Singh Vijender Raghav Bhatia Anshul Lopa Saurabh Sharda Rajinder Kumar Samarth Sanchit Gaurav Mittal Harish Abhinav Shruti Yamuna Rachita Deepanshi Gur Simran Singh Honey Manoj Vollala Irfan Sanket kapoor Profession Student College student Medical student Job Engineer Model Student Student Student Student Working Executive Service Sales Manager(Reebok) Student Software Engineer Executive engineer software Engineer Database Administrator Student Working Executive Student Student Student Student Software Engineer Student Student Designer Corporate Private Designer Executive Student Engineer Corporate Trainer Student 33 Age 12 19 19 20 20 20 20 21 21 21 21 21 21 21 22 22 22 22 22 23 23 23 23 23 23 23 23 24 24 24 25 25 25 25 25 25 Gender M M M F M M M F M M M M M M M M M M M F M M M M M M M F F F F F F M M M .

Jindal Kunal Vineet Arora Joginder Singh Pavel Somvat Gagan Suraj Sharma Vikram Singh Avneesh Sharma Ravi Inder Singh Deepak Agarwal Dr.S.K. Rohit K.L.Patil Business Service Senior Trainer Software Engineer Engineer Business Admin(E-fund entertainment Mumbai) Business Professional Software analyst Retired Medical Service 25 25 26 26 26 26 27 27 27 28 35 43 52 M M M M M M M M M M M M M 34 .

Marketing Management (4 edition) “Gupta S.com 2.adic.P “and “Gupta M.tandberg..BIBLIOGRAPHY Primary Sources: 1.N”…………. Kumar”……………Research methodology (2 edition) • 35 .com www.net www.reebok. WEBSITE: www.P” …Business statistics (5 edition).rbk. REFERENCE LIST: • • • Kotler Philip” …………Marketing management (11 edition) “Chabra T. Consumer Survey SECONDARY SOURCES 1. “R.com www.

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->