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Future Lifestyle Fashions Limited
A summer internship report submitted in partial Fulfillment
of the requirement for the award of Degree
Master of Fashion Management
Submitted by
Indranil Saha

Under the Guidance of

Department of Fashion Management Studies
National Institute of Fashion Technology, Kolkata
July, 2014

Certificate from the Company


“This is to certify that this research report titled “A Study on Consumer Perception towards
Planet Sports and Newly Launched Brands Awareness Level” is based on my original research
work, conducted under the guidance of Mr. Priyank Sahay (Senior Manager-Category, Sports
Division, Future Lifestyle Fashion Ltd.) and Mr. Dibyendu Bikash Datta (CC, FMS, NIFT,
Kolkata) towards partial fulfillment of the requirement for award of the Master’s Degree in
Fashion Management, of the National Institute of Fashion Technology, Kolkata. No part of this
work has been copied from any other source. Material, wherever borrowed has been duly

Indranil Saha


Apart from the researchers’ efforts, the success of any project depends largely on the
encouragement and guidelines of many others. I take this opportunity to express my gratitude to
the people who have been instrumental in the successful completion of this project. The guidance
and support received from all the respondents, store managers and area heads of Planet Sports,
who contributed to this project, was the main element for the success of the project. I am grateful
for their constant support and help. I also express my gratitude towards other faculty members of
FMS department, NIFT, Kolkata for encouraging and giving me valuable advices.
Above all, the moral support of my family and friends was the most instrumental in achievement
a satisfactory level in this project. Last but not the least; I would like to thank Mr. Priyank
Sahay, my industry mentor and Mr. Dibyendu Bikash Datta, my faculty guide who more than a
guide were mentors to me, guiding, motivating, encouraging and supporting me all through the
project. Their prompt reply to my queries and valuable suggestions contributed tremendously to
my project.

Indranil Saha

Mr. Priyank Sahay

Mr. Dibyendu Bikash Datta


................................. INTRODUCTION ............... REVIEW OF LITERATURE ........................ 8 5............................................................................................................................................................................................................. 22 7................................................................................. CONCLUSION& SCOPE OF THE RESEARCH ...... 5 3.................. 1 2...................................................................................................................... ANNEXURES...................................................................................................................... 70 9....................................... 72 v .............................................................................. RESEARCH OBJECTIVE ..... 69 8............................................... 19 6............................................Table of Contents 1......... RESEARCH METHODOLOGY ................................................................................ RESULTS AND ANALYSIS .................................... BIBLIOGRAPHY .......................................... 5 4....... CONCEPTS AND THEORIES ....... SUGGESTION.........................................................

reliable and cost efficient sports offerings to Indian consumers and augment India’s sports culture. Planet Sports stores have extensive offerings for sportswear and equipment across all categories including running. logistics infrastructure and supply chain and brand and IPR development. Planet Sports’ brand portfolio includes leading sports brands like Converse. tennis. Planet Sports is India's largest multi-brand sports and lifestyle specialty retail chain. Retain values. Future Group believes in developing strong insights on Indian consumers and building businesses based on Indian ideas. basketball. golf and basketball. as espoused in the group's core value of Indianness. Also available at the Planet Sports stores are lifestyle products across categories like footwear. badminton. Planet sports requires to understand the consumer perception towards itself so that it can identify where does it positioned in consumer’s mindset. The group operates around 16 million square feet of retail space in over 85 cities and towns and 60 rural locations across India. Planet Sports have recently launched two brands namely Umbro and Champion in India. motor sports as well as other lifestyle products. Planet Sports. apparel.'The group's corporate credo is. life and non-life insurance. Central. Speedo. Planet Sports offers the largest collection of International sports and lifestyle brands. training. medium and large enterprises that supply products and services to its retail chains. tennis. Adidas. soccer. Just as sensory perception relates to how humans perceive and process sensory stimuli through their five senses. Spalding. squash. Puma and Nike. Food Bazaar.000 small. The group's retail formats connect over 220 million customers to over 30. accessories and sports equipment. 1 . Planet Sports prides itself for the sports expertise it has built over time and also for having introduced renowned brands across sports categories like swimming. consumer perception pertains to how individuals form opinions about companies and the merchandise they offer through the purchases they make. Home Town and eZone and also has allied businesses in consumer finance. 'Rewrite rules.1. golf. fitness. The group operates some of India's leading retail chains like Big Bazaar. Planet Sports strives to provide integrated. Consumer perception applies the concept of sensory perception to marketing and advertising. INTRODUCTION Future Group is among India's leading business houses with multiple businesses spanning across the consumption space.

1.1. The Organization Hierarchy 2 .

The back end team starts working on a season almost twelve months before the season begins. vendors.2. The final catalogue contains merchandize specific key information like CAD Illustration. analyses the market and creates designs accordingly for the season. style names. The merchandiser team develops datasheets containing images of the products. 3 . Barcode numbers are generated and hand tags are made. the designs are sent to the vendors for sample making. They create options per style according to the plan. the data is forwarded to the design team. the team gives a presentation featuring the samples of the range to the CEO. At the same time design team works on the final Catalogue with the help of merchandising department. MRP are mentioned in the database. According to the planned quantities the orders are placed to the vendors. Margin and Market Demand. The technical team of Planet Sports starts feeding data in the system. After the process is done Purchase Order (PO) is raised. Various determinants of MRP are Costs. The design team goes through various fashion journals and forecasting articles. Content. After the data regarding options and quantities is received the design team starts creating the range for the season. During the presentation suggestions and modifications on the designs are noted down and the revised designs are sent for sampling. Information regarding costing. the MRPs are decided and added to the catalogue. 2014. After the range is developed.1. color options. Top & Bottom Line Achievements indicate lower price/unit and more sales in terms of quantity and higher price/unit and more sales in terms of monetary value. Based on the analyzed sales data yearly budgeting and planning are done. While the catalogue for the season is being processed. After the samples are received. Style name. costs etc. Depending upon the category level budgeting the options and quantities are planned and store wise targets are set. Application & Products) helps in generating the Articles. After the option planning is done. The Work Flow of Planet Sports Planet Sports follows Spring-Summer (January-June) and Autumn-Winter (JulyDecember) seasons in the stores. Budgeting is done at brand level as well as category level. The entire process starts with analyzing the sales data of the same season of previous year. Color options. ERP software (SAP-System. Planning is done based on the previous year’s sales pattern. Several levels of budgeting happen before the range is developed. For an example the back end team of Planet Sports would start working for AW2015 in the month of August. Fabric.

the order cannot be taken and that situation is noted for future reference and learning. For the road shows buy forms are Four steps are involved in this process so as to confirm that the store has received the merchandize at pre-allocated quantity. Goods issued ensure that the order is shipped to the stores and GRN ensures that the store has received the etc. In case the order quantity placed by the buyers is less than the order placed for manufacturing. Mumbai. Warehouse Delivery. Warehouse Delivery ensures that the warehouse personnel have started working on the packing and the shipment of the order and they are ready to be shipped. From the vendor’s end an ASN (advance Shipment Notice) is raised so as to get an appointment from the warehouse. A. Stores are graded as Z+. Reference Samples. A+. Brand Factory (Discount Store). the extra allocation of the merchandise is moved to the retail formats and if the order quantity placed by the buyers is more than the order placed for manufacturing. Distribution consists of the Online Retailers (e. The formats are Planet Sports (Stand Alone stores). Flipkart. A buy form contains all information of merchandise. Base Stock is set according to previous season’s sales and quantity that is coming in to the store. Order ensures if the order is placed to the warehouse. For the distribution channels sales order is placed and bills are generated. Central (seamless mall). Before and after the mass manufacturing process starts multi-level quality check and sampling process is done. For the retail formats STOs (Stock Transfer Order) are generated. Each material of the merchandise is tested separately and they are sealed for mass production only after they are approved. After the production is over. Mass production starts only after Fit Samples. Myntra. the merchandises are then shipped to the centralized warehouse which is situated at Bhiwandi. Retail consists of the various formats associated with Planet Sports and owned by Future and Wash Test Samples and Pre production samples are approved. Goods Issued (to the store) and GRN (Good Receipt Note). There are two channels for selling the merchandise-Retail & Distribution.Allocation of the merchandize is done based on the previous season’s performance of the stores. Z. 4 .) and the local distributors. Road show is organised to interact with the buyers. Jabong. I am in (Departmental Store). The steps are Order. Size wise blank fields are given so that the potential buyers can mention order quantity in those fields. B and C (Z+ being the best and C being the worst).

RESEARCH OBJECTIVE 2. 2. 2013). The results of exploratory research are not usually useful for decision-making by themselves. case studies or pilot studies. Shields. projective methods. it cannot tell us "how often" or "how many". Descriptive 5 . focus groups. Primary Objective  To study the consumer perception of Planet Sports and the recognition level of newly launched brands 2.1. RESEARCH METHODOLOGY 3. and more formal approaches through in-depth interviews. Exploratory research is not typically generalizable to the population at large.1. management or competitors.2. employees. The type of the research is Exploratory as well as Descriptive. While the season comes to an end the sales for the current season is analyzed and discounts and offers for End of Season Sale are decided.Once the season starts sales data is retrieved from the retail formats as well as the distribution channels on daily basis and DSR (Daily Sales Report) is stored in the database. Although the results of qualitative research can give some indication as to the "why". The EOSS happens in the month of January & July for the season Autumn-Winter & Spring-Summer respectively. but they can provide significant insight into a given situation. "how" and "when" something occurs. or qualitative approaches such as informal discussions with consumers. Secondary Objectives  To identify the factors affecting the purchase intention of Planet Sports consumers  To study the buying pattern particularly with respect to the demographic factors  To identify the recognition level of newly launched foreign brands in the store 3. Exploratory research often relies on secondary research such as reviewing available literature and/or data. Research Type This research is conducted in order to collect primary data and reach the objective of the dissertation. Exploratory research is research conducted for a problem that has not been clearly defined (Patricia M.

Sampling Unit Samples for the study consisted of the customers of Planet Sports stores all over India. The presentation of data is through tables containing data in the form of numbers and statistics. 1993). Selection of Planet Sports Stores The Planet sports stores of India are divided into four zones-East. The stores of Kolkata. Ranchi. the buying pattern particularly with respect to the demographic factors and the recognition level of newly launched foreign brands in the store are the secondary objectives of the research. It generates numerical data or information that can be converted into numbers(Ellis.3. Quantitative analysis hinges on researchers understanding the assumptions inherent within different statistical models. The main purpose of the survey is to collect data about the consumer perception of Planet Sports and the recognition level of newly launched brands.research or statistical research provides data about the population or universe being studied. This segment of population was selected as they actually made purchase from the store and it was assumed that they could evaluate the factors with respect to their purchase experience. what. 6 . North and South. or frequency. The factors affecting the purchase intention of Planet Sports consumers. It provides the number of times something occurs. the stores of Mumbai and Pune represented West Zone. But it can only describe the "who. The primary intention was to collect secondary data and analyze it. where and how" of a situation. NCR and Chandigarh represented the North Zone of India. This type of research methods requires quantifiable data involving numerical and statistical explanations. Therefore. After that primary data was collected through a survey. 3. not what caused it. The stores of Bangalore represented South Zone and the stores of Delhi. lends itself to statistical calculations such as determining the average number of occurrences or central tendencies (Descriptive Research). 3. when. Siliguri and Shillong represented the East Zone.2. Stores which have relatively higher conversion rate were selected for the study and the questionnaires were circulated among those stores only. Convenience samples are drawn from the customers making purchase in the Planet Sports stores. West. descriptive research is used when the objective is to provide a systematic description that is as factual and accurate as possible.

Usually when a study is conducted. The main statistical analysis is descriptive statistics such as frequency. Only 370 questionnaires could be received from east. the key factors of consumer perception and primary data is collected through a questionnaire survey so as to gather response from the Planet Sports customers. Method of Data Analysis The data derived from the responses of the questionnaire is analyzed. 3. various aspects like products. Besides. service and branding strategies of the EBOs of major sports brands in Mumbai were also observed to do a SWOT analysis of Planet Sports stores. 3.7. Besides. Sampling Size Since there was time and accessibility constrains a sample size of 500 thought to be an adequate one. secondary data is primarily used and this is one of the ways by which data can be collected. Among them 357 valid questionnaires were chosen and the research is performed. 125 valid responds from the stores of East. secondary data is not sufficient enough and needs to be completed with primary data which is collected by the research.4. west and north zones.5. North and South zones of India were planned to be taken into account. 7 . In this research study secondary data is collected from the previous research papers and articles on the similar area to find out the background of sports industry of India.6. In order to acquire a general knowledge about the topic. the dependency between various variables is analyzed using IBM SPSS Statistics Data Editor Software. The second way to collect data is the primary data collection. The questionnaire aims to gather information about respondent’s demographic background. perception about Planet Sports and the recognition level of the newly launched brands. Research Instruments The main tool for this study is questionnaire. percentage and mean are calculated to describe respondent’s background and purchase patterns involved with Planet Sports and their opinion about the newly launched brands. West.3. Types of Data-Primary & Secondary When collecting data to approach the purpose of a research there are two ways in which the data can be collected. 3.

A brand is oftentimes associated with an image. Consumer Perception Consumer perception theory is any attempt to understand how a consumer’s perception of a product or service influences their behavior. Usually. is the attempt to impose some kind of identifying feature on a product or service so that it is easily recognized by the general public.1. Several factors can influence our perception. causing it to change in certain ways. consumer perception theory is used by marketers when designing a campaign for a product or brand. However. For example. or a brand name. 4. Marketers actively try to create an image which is both recognizable and appeals to a certain group of people or target market. 4. some people study consumer perception in order to understand psychology in a much more general sense. Perception In general psychological terms. Additionally. REVIEW OF LITERATURE 4.3. Repositioning is the process of altering this image. the amount of attention we focus on something can cause a change in our perception of it. competing brands in the perceptions of a shared target market. a set of expectations or recognizable logo. usually in order to influence a larger target market and thereby influence the behavior of a greater number of consumers. and influence the consumers to choose the product over similar products simply because of its associations. The goal of a brand is to set a product or service apart from others of its kind. 8 . Repositioning & Depositioning Positioning is the process whereby marketers attempt to build a brand. repeated exposure to one kind of stimuli can either make us oversensitive or desensitized to it.2. 2012) 4.(Flamand. Branding A brand. Positioning. and how to influence these decisions.1. The main objective to study consumer perception is to try to understand why consumers make the decisions they do. perception is the ability to make some kind of sense of reality from the external sensory stimuli to which we are exposed. Depositioning is the practice of trying to devalue alternative.

it occurs when a consumer’s perception of a purchase changes after he or she has already invested in it.” by Atul Kr.2. a business can influence those perceptions and foster profitable consumer behaviors. it refers to the way in which a product or service relates to its competitors. In a sense. notes the book “Consumer Behaviour. Buyer’s remorse Buyer’s remorse is a strong feeling of regret which occurs after a purchase has been made. Role of Perception in Consumer Behavior The perceptions consumers have of a business and its products or service have a dramatic effect on buying behavior. More formally. With careful planning and execution. Buyer’s remorse usually occurs after a consumer has made a purchase he or she has come to regret.1. Sharma. 4.5.4. Influencing Perception Consumers continually synthesize all the information they have about a company to form a decision about whether that company offers value. perceptions or motives. or the psychological state of worry or unease which comes about when attempting to come to terms with conflicting ideas.4. and may be taken into account when measuring the value of a product or service. 2010) 4. it involves the realization that the opportunity of purchasing one product or service over another in some way outweighs the value of the purchase. Value can be measured both qualitatively--the emotional or psychological pleasure a consumer derives from a product or service--and quantitatively.(Stan Mack. That’s why businesses spend so much money marketing themselves. Quality can be related to value. 4. For example. Value and Quality Value refers to the perceptions a consumer has of a product's benefits when weighed against its cost.1. In this regard. or else conforms to a set of measurable standards. Businesses attempt to influence this perception of reality. in terms of the actual financial gain it wins them. consumer perception is an approximation of reality. honing their customer service and doing whatever else they can to favorably influence the perceptions of target consumers. advertisements often 9 . sometimes through trickery and manipulation but often just by presenting themselves in the best possible light.1.2. Generally. It is a specific case of cognitive dissonance.

a business not only must expose its product to consumers. which secures a consistent revenue stream for the company and makes it more difficult for competitors to poach customers.2.(Satish K Batra. Reaching Consumers A key factor in influencing consumer perception is exposure. they continue to foster perceptions that result in profitable behaviors. which can pay off with increased sales. Businesses can overcome this hesitancy by offering as much product information as possible in the form of advertisements or by encouraging product reviews.2. The more information consumers have about a product. If consumers aren’t familiar with a brand of product.3. for instance. Allowing potential customers to handle the product in stores or test it at home also decreases risk perception. (Sharma. customers become loyal to the business. 10 . 2009) 4.4.2. Customer Retention Successful businesses don’t relax once a customer makes a purchase. 2006) 4.2. it could be poorly built. the task becomes maintaining a good reputation and establishing brand loyalty. To influence consumer perception. Offering superior customer service is an effective tactic because it maintains the perception that the business cares about its customers’ best interests. Once consumers have tried a product. hoping to foster a consumer perception of high value.trumpet the quality and convenience of a product or service. Risk Perception Consumer risk perception is another factor businesses must take into account when trying to encourage buying behaviors. businesses do all they can to publicize their offerings. as does offering a flexible return policy. However. Rather. or too costly compared to substitutes. consumers tend to tune out. they can’t assess the risk involved. In return. the more comfortable they are buying it. the more difficult it is to get consumers to act. this causes a problem: When every business bombards consumers with marketing messages. The more risky a proposition is. it also must make its product stand out from the crowd. As a result. 4.

When measuring customer perceptions. 4. This is accomplished by answering several key questions related to the objective.4. When consumers' perceptions are good. When analyzing results.4. the company should analyze the results. The survey must also be created in a way that would allow actionable reports to be generated from the information it contains. The survey must be relatively simple and short. a significant amount of market research suggests that a consumer's view of a product is also conditioned by a variety of other factors. After the results are analyzed. 2010) Perform market research on your company's products. Create a survey to give customers.(VanBaren. After surveys are distributed and re-collected. Factors Affecting Consumer Perception Although a consumer's perception of a product or service is at least partially based on his actual experience with the good. How to measure Consumer Perception Customers that are satisfied with a product or business have an overall good perception of that product or business. These customers also will avoid spreading disappointing experiences to others. Measure the results.3. they will continue purchasing goods from this company. it should contain several key elements. It varies immensely from person to person and one particular measurement may not be appropriate for the entire sample taken. information directly from the customer can be recorded. Analyze survey results. The results of the survey can be compared to results of previous surveys. A customer perception measurement is an important tool used by companies that expresses how well the companies are satisfying customers. the first step a company should take is to identify what customers are actually buying and why. The only way to measure and increase customer's positive perceptions of your company is to ask customer's how they feel about your company. Each time a survey is conducted the results should become better. In order for the survey to be successful. the information should be measured. it must be remembered that customer perception is subjective. Consumer perceptions are based on feelings. From very 11 . By creating a survey.

experience with service and the quality of packaging and branding. consumers often perceive very inexpensive items as cheap. 2009) 4. Especially sophisticated or skeptical consumers are even prone to distrust a product that is considerably cheaper than the alternatives.2. and particularly with non-durable goods. Quality can describe any attribute in a set of characteristics that satisfy or disappoint a consumer. As a result. where even inexpensive products are depicted as favorable alternatives with similar levels of quality to the competition. Quality The actual quality of a product is a vital part of a consumer's perception of a good or service. excellent service quality can often overshadow a negative experience with the product itself. 4. but. word of mouth regarding quality also travels very quickly. 4. consumers appreciate a bargain and are often likely to favor an economically-priced item. price should be part of a comprehensive marketing plan. a number of complex and interrelated psychological factors determine a consumer's perception of goods and services.concrete factors of price and quality to less tangible factors such a consumer's view of the manufacturer's reputation. in the end. On the one hand. a consumer's actual experience with a product will determine his perception of quality.4. Price Price has a complex effect on consumer perception. with a price that is somewhat lower but still comparable with other possibilities. ultimately damaging a consumer's view of a product even if the product remains the same and the consumer is benefited from a price reduction. including usability.1. reliability and durability.4. If a consumer feels that he receives exceptional attention when encountering a problem with a product. that consumer is somewhat more likely to trust the brand or product knowing that the manufacturer or retailer provides a prompt and effective response to problems. On the other. Outside the realm of mass communication. Service Quality Even in the case of goods that exhibit numerous flaws.3. Marketing can influence a consumer's perception of quality. Humans are social animals and their consumer 12 .(Mercer.4.

Consumer Perception & Attitudes: Research Methods The marketing research process seeks to identify consumer perceptions and attitudes in order to create successful products and promotional campaigns. 2006) 13 . the way the product is presented can wholly determine their perception of the item. 2004) 4. word-of-mouth recommendations and marketing campaigns that attempt to establish a status or shared view of the product or brand. Several research methods. Packaging and Branding Packaging and branding have a huge effect on consumer perceptions.4. particularly at the point of purchase.(Ha. such as the Likert scale. Depending on the type of product and market. Other methods. for example. such as shadowing and behavior mapping. moreover.5. use qualitative observational data in order to interpret consumer perceptions.behavior is often determined by the social relationships that surround a product. the process of uncovering consumer perceptions and attitudes involves defining the problem. cover everything from the attractiveness and display quality of an item to the attributes of a product the manufacturer chooses to highlight. measure consumer attitudes in a quantitative fashion. collecting the information.4.4. Packaging and branding. including interactions with customer service representatives. Even if a consumer trusts a product's manufacturer. analyzing the information. is not only determined by the product's brand identity and manufacturer but by the whole chain of distribution. of course. defective products. A consumer's perception of a product's reputation. 4. developing a research plan.(Keller. Especially when consumers are purchasing a type of product for the first time. Regardless of the research methods that are used. 4. different branding messages from tough and reliable to fine and luxurious can be appropriate and effective.5. and making a strategic decision. Reputation A product's reputation is built up over time and is usually a combination of actual experience with the product. that consumer may change his mind about the product upon seeing it available in a retailer he associates with cheap.

4. Those methods include observation. There are several methods in which to collect primary data. For example. Quantitative Measures A popular method of measuring consumer perceptions and attitudes is the survey.5. Secondary data involves the use of existing research that was conducted by someone else for another purpose. Respondents indicated whether they strongly disagree.1. A Likert scale is a widely used question format that asks consumers to numerically rate whether they agree or disagree with a particular statement. A good researcher will use a combination of both primary and secondary data. Primary data is new research that is gathered for the specific research problem at hand. a product idea. disagree. or strongly agree. Often that problem is centered on a set of consumer perceptions. A secondary objective of such a research plan might be uncovering what types of tortilla chip attributes. and experimental research. are neutral. Research Methods When conducting marketing research. A survey consists of closed-end and open-end questions that prompt consumers to reveal thoughts about a particular company. focus groups. For example. 14 .2. Another important step in the research process is determining what types of methods will be used.3. will cause consumers to purchase the brand over the competition. agree. The Marketing Research Process A solid marketing research plan begins with a definition of the problem it wishes to solve. behavioral data. a product category. 4. two types of data sources are used. Respondents indicate whether they have a positive or negative attitude towards a statement and the responses are weighted by researchers using a numerical scale. surveys. Likert scales are used to measure consumer attitudes. a question in the Likert scale format might ask survey respondents whether they believe that airline fees for checked luggage is appropriate.5. or a purchase situation. a company that wishes to re-brand a line of tortilla chips due to lagging sales will design a research plan whose objective is to uncover the perceptions and attitudes that are driving the lack of sales volume. including flavor and package design.4.5.

the organized sportswear market in India is dominated by the “big four” 15 . accounting for around 60% of the total market. hockey and tennis.4. The ever-increasing popularity of cricket. The industry has witnessed rapid growth over the past few years. Ltd. In 1994.Today. has contributed to the growth of the functional sportswear market in the country.6. The Expanding Market Segment India’s sportswear market has evolved from a niche segment. Opinion data collected through qualitative methods are then analyzed to determine why a consumer might choose one particular product over another. 4. Sportswear Industry of India 4.6. The company later established a wholly owned subsidiary in India in 2004. with footwear being the largest segment. combined with the growing interest in sports such as football.6. driven by growth in income levels. Qualitative Methods Qualitative research methods mainly involve observational techniques or open-end questions. Nike entered the Indian market through a licensing arrangement with Sierra Industrial Enterprises Pvt. Some brands also offer collections to cater to this demand for casual wear. The market includes sports apparel.(SartorialViews.4. changing lifestyles and the entry of foreign players after liberalization.8 billion and is expected to grow at a robust CAGR of 33% during 2010–2014. Franchised exclusive brand outlets (EBOs) and multi-brand outlets form the core retail channels for sportswear in India.2. the trend of using sportswear as casual wear has expanded the definition of target consumers for leading brands. which was exclusively aimed at sportspersons.1. In addition to this. Open-end focus group questions might ask participants to give opinions about the taste of a newly developed product. Actual purchase patterns and how the purchase decisions were made reveal potential perceptions about a brand of toothpaste or a promotional incentive.5. 2012) 4. to a burgeoning consumer sector. Consumer shopping patterns may be tracked and observed with or without direct permission. Market Overview The sportswear retail market in India is estimated at INR365. The country’s sportswear segment is largely unorganized with organized players constituting only around 30% of the market. footwear and accessories.

3. including a booming middle-class population. are expected to give a further impetus to the organized sportswear market. passed by the Union Cabinet. which have over 80% market share of the organized market.6. a paradigm shift in consumers’ attitude to health and fitness. The Government has increased FDI in single-brand retail from 51% to 100% with conditions largely around domestic sourcing. 4. Major Sports Brands of India Company Apparel Footwear Accessories Bata   Liberty  India Woodland   Planet Sports    Adidas AG    Nike Inc    Reebok International Ltd.These brands face competition from multi-brand sportswear retailers such as Planet Sports and Royal Sporting House (RSH). 16 . with several others such as Fila and Lotto ramping up their presence.(Adidas.    Puma AG    Fila    Lotto Sport Italia    Rockport    Kappa    International  Skechers USA Inc  Royal Sporting House (RSH   The Indian sportswear market is poised for strong growth over the next few years. an increase in the number of sports events and the growth of organized retail are driving this market. Several factors. Nike and Puma) global players. Reebok. Recent changes in government regulations on FDI in retail.

in. brand logos and names. are likely to witness a price increase of 5%– have 17 .6. the Government revised optional excise duty for readymade garments and made-up textiles. and levied a 10% mandatory excise tax on all branded apparel manufacturers. since the latter have a significant advantage over their organized counterparts in pricing. Low Participation in Sports Although there is high viewership of sports (particularly cricket) in India. branded garments. Therefore. including the following: Counterfeiting Counterfeiting is one of the biggest challenges sportswear brands are facing in India today.shop4reebok. Emerging Trends in Sportswear Market Online shopping Increasing penetration of the internet in India is fueling the growth of online shopping. which adversely impacts the brand equity and sales brands. 4. Rising costs In the Union Budget 2011.lottosport. in line with this market reality. participation continues to be low.4.4. the domestic sportswear industry is facing several challenges. Unorganized players imitate product styles. Brands such as Reebok (www. several sports brands have positioned themselves as lifestyle instead of fitness brands. As a result. including sportswear apparel.6. Unorganized market Players face major competition from unorganized players that constitute around ~70% of the overall sportswear market. Key challenges However.5. with only an estimated 1% of the population engaging in sporting and Lotto (shop.

Product innovation The sportswear industry has been witnessing significant innovation in the premium as well as the mass segment. Companies are using a reduced pricing and localization strategy to drive sales in these cities. Other apparel retailers such as S Kumars Nationwide and Reliance Retail have also forayed into the lifestyle sportswear market. has extended its contract with the Board of Control for Cricket in India (BCCI) for a period of five years. they are also 18 . Lotto and Puma are also cashing in on the popularity of cricket by hopping on to the IPL bandwagon.initiated their online shops in India. Players are increasingly positioning their sportswear brands as lifestyle products by collaborating with wellknown designers such as Manish Malhotra. the official apparel sponsor of the Indian National Cricket Team since 2005. Nikhil and Aki Narula. Lifestyle positioning The sports lifestyle business has been growing at 30%–40% per annum. Targeting hot spots of consumption Having covered large cities. Companies such as Puma and Nike have partnered with online retailers such as Myntra and Jabong to expand their distribution beyond conventional multi-brand outlets and large retailers. In addition to investing in brick-and-mortar stores. Brands have successfully tapped the market by associating themselves with popular sports such as cricket.” and Nike the “DriFIT” apparel technology. Moreover. brands such as Puma have begun stocking collections inspired by F1 racing. Other brands such as Reebok. and using popular sportspersons as their brand ambassadors for clothes. with the debut of new sports such as Formula 1 (F1). Shantanu. shoes and other products. Nike. Brands such as Reebok have introduced new products such as “Easytone” and “Zigtech. Sports merchandising Sports merchandising is an emerging concept in India. sportswear brands are now trying to ramp up their presence in tier-II and tier-III cities.

CONCEPTS AND THEORIES 5. 5. Future outlook Today. the recent regulatory changes made in FDI in single brands are expected to give a further impetus to sportswear brands. The disadvantages are the risk that the sample might not represent 19 .6. India has become a strategic market and offers strong growth opportunities to sportswear brands. 4. Furthermore. Key Drivers Awareness of health and fitness Growing middle class population Growth in organized retail Increase in sporting events 4.1.6.reaching out to these cities through online channels that are contributing increasingly to the overall revenues of such players. Convenience Sampling Convenience sampling is a statistical method of drawing representative data by selecting people because of the ease of their volunteering or selecting units because of their availability or easy access.7.6. Several of them are trying to strengthen their presence in the country by expanding their retail footprint and driving their volume growth. The advantages of this type of sampling are the availability and the quickness with which data can be gathered.

A number of other approaches to reaching a decision based on data are available via decision theory and optimal decisions. according to a pre-determined threshold probability. 2011). some of which have desirable properties. Hypothesis Testing A statistical hypothesis test is a method of making decisions using data from a scientific study. a result is called statistically significant if it has been predicted as unlikely to have occurred by chance alone. which may not have prespecified hypotheses. The critical region of a hypothesis test is the set of all outcomes which cause the null hypothesis to be rejected in favor of the alternative hypothesis (Kaye & Freedman. Statistical hypothesis tests define a procedure that controls (fixes) the probability of incorrectly deciding that a default position (null hypothesis) is incorrect based on how likely it would be for a set of observations to occur if the null hypothesis were true. nor whether any specific alternative hypothesis is true.the population as a whole. The phrase "test of significance" was coined by statistician Ronald Fisher. In statistics.2. given that conventional wisdom has been used to establish the null hypothesis. a study to determine the average age and sex of gamblers at a casino that is conducted for three hours on a weekday afternoon might be overrepresented by elderly people who have retired and underrepresented by people of working age. One naive Bayesian approach to hypothesis testing is to base decisions on the posterior probability (Schervish. But this fails when comparing point and continuous hypotheses. These tests are used in determining what outcomes of a study would lead to a rejection of the null hypothesis for a pre-specified level of significance. the significance level. 1996). this can help to decide whether results contain enough information to cast doubt on conventional wisdom. For example. Note that this probability of making an incorrect decision is not the probability that the null hypothesis is true. such as Bayesian decision theory. attempt to balance the consequences of incorrect decisions across all possibilities. and it might be biased by volunteers. in contrast to exploratory data analysis. 20 . This contrasts with other possible techniques of decision theory in which the null and alternative hypothesis are treated on a more equal basis. This is also called accidental sampling. Other approaches to decision making. Statistical hypothesis testing is sometimes called confirmatory data analysis. Statistical hypothesis testing is a key technique of frequentist inference. rather than concentrating on a single null hypothesis. (What is Convenience Sampling?) 5.

Such a test is uncommon in practice because values of variances to test against are seldom known exactly. Such considerations can be used for the purpose of sample size determination prior to the collection of data.e. which refers to the probability of correctly rejecting the null hypothesis when a given state of nature exists. meaning that the sampling distribution (if the null hypothesis is true) can be made to approximate a chi-squared distribution as closely as desired by making the sample size large enough. 5. 2012) 21 . (Weisstein. For example if the sample size is 21. For example. giving rise to a small sample of n product items whose variation is to be tested.59 to 34. Chi Square Test A chi-squared test. 2009) If a sample of size n is taken from a population having a normal distribution. One case where the distribution of the test statistic is an exact chi-squared distribution is the test that the variance of a normally distributed population has a given value based on a sample variance. (Corder. Then T has a chi-squared distribution with n − 1 degrees of freedom. Extensions to the theory of hypothesis testing include the study of the power of tests.17. also referred to as chi-square test or χw² test. then there is a result (see distribution of the sample variance) which allows a test to be made of whether the variance of the population has a pre-determined value. a manufacturing process might have been in stable condition for a long period.3.yet hypothesis testing is a dominant approach to data analysis in many fields of science. is any statistical hypothesis test in which the sampling distribution of the test statistic is a chi-squared distribution when the null hypothesis is true. allowing a value for the variance to be determined essentially without error. Also considered a chi-squared test is a test in which this is asymptotically true. the value to be tested as holding). The test statistic T in this instance could be set to be the sum of squares about the sample mean. Suppose that a variant of the process is being tested. the acceptance region for T for a significance level of 5% is the interval 9. divided by the nominal value for the variance (i.

illustrating numerical proportion. 6.4. Various articles regarding Indian Sportswear industry were also gone through. (Cleveland. SWOT Analysis of Planet Sports has been done based on observation of Planet Sports stores and EBOs of major sports brands of India. 1985) Pie charts are very widely used in the business world and the mass media. there are variations on the way it can be presented. RESULTS AND ANALYSIS 6. and many experts recommend avoiding them. is proportional to the quantity it represents. While it is named for its resemblance to a pie which has been sliced. weaknesses. However.5. they have been criticized. the arc length of each sector (and consequently its central angle and area). In a pie chart. pointing out that research has shown it is difficult to compare different sections of a given pie chart.1. Pie Chart A pie chart (or a circle graph) is a circular chart divided into sectors. Pie charts can be replaced in most cases by other plots such as the bar chart. straightforward model that assesses what an organization can and cannot do as well as its potential opportunities and threats (INVESTOPEDIA). SWOT Analysis SWOT analysis is a tool that identifies the strengths. Strength  Planet Sports is India's largest multi-brand sports and lifestyle specialty retail chain  Planet Sports stores have extensive offerings for sportswear and equipment across all categories as well as other lifestyle products  Planet Sports belongs to a Strong Parent Company Future Group which has a strong Retail Presence in India  Strong and Experienced Vendor Base throughout Categories  A well-equipped Design Team  A wide channel for distribution (Sale perspective) of Merchandise across India  Wide presence in India covering major cities and towns 22 . The earliest known pie chart is generally credited to William Playfair's Statistical Breviary of 1801. opportunities and threats of an organization. or to compare data across different pie charts. SWOT is a basic.

scattered and clumsy merchandise display within the store Opportunity  Growing awareness of sports and fitness among the population in India.) which may give high profit  Opening more stores in tier II cities  Enhance brand visibility by collaborating with major sports academies and national sports events across India for nurturing young talent  Online promotion and activities to enhance newly launched brand awareness  Training sessions for the sales representatives regarding product specification and SOP of the store 23 . mountaineering equipment etc. Variety of products and brands under single window increasing the chances of customer time and choices  Planet Sports provides sports offerings to Indian consumers and augment India’s sports culture Weakness  Lower Price Points for Agency Brands resulting in high quantity sales but lesser turnover (Opportunity Loss)  Smaller Stores as Compared to other Lifestyle retail Formats  Lower awareness Level of the new agency brands in Customers  Less of promotional activities done by Planet Sports and not much of advertisement  Less knowledgeable sales representatives  Lack of motivation amongst sales representatives  Excessive inventory  Lack of Space within the store  Inappropriate music being played in the store  Static and less attractive window display  Unplanned. especially in Metros  Changing Lifestyle and increase in per capita income of India  Product expansion in areas like sports accessories and equipment (soccer ball.

4 86.0 100. Demographic Information 6.1.9 18.9 95.0 26-30 Years 44 12.5 16.1.7 83.2 41-50 Years 31 8.3 12.2 100. Percent Valid Percent Percent 298 83. major competition from low end brands available online  Fake imitations and replicas of renowned brands and logos often cause a problem  Adaption of new techniques and innovation in the EBOs of the major sports brands 6.6 3.5 83.8 33.5 100.7 8.5 59 16.7 67.1 1.2.0 Age Group Age Cumulative Frequency Valid Under 20 Years Percent Valid Percent Percent 74 20.7 98.3 21.7 31-40 Years 64 17.0 357 100.2 100.2.1 51-60 Years 13 3.2.7 55.Threat  100% FDI in single Brand Retail causing more Brands setting up their own Exclusive Outlets  Harsh competition and to keep-up with the competitions efforts will cost a lot of money and pressure on marketing and R&D  Footwear market is highly competitive.2.1. Research Results 6.0 347 97.8 4 1.3 20-25 Years 117 32.0 Above 60 Years Total 24 . Gender Gender Cumulative Frequency Valid Male Female Total 6.

3 79.0 60 16.8 Employee 128 35.1.0 Entrepreneur 30 8.0 2.0 1 .4 3.2 6.4 96.5 87.1 100.0 4 1. Valid Percent 7 High School Missing Percent Occupation Occupation Cumulative Frequency Valid Student Total Valid Percent Percent 134 37.0 38.9 Others 11 3.3.5 Government Official 22 6.8 Others 22 6.0 356 99.2 100.0 Housewife 17 4.0 Total Missing Percent System 25 .7 100.8 16.9 100.Missing System Total 6.5 Doctorate Degree 12 3.0 353 98.8 42.8 357 100.2 93.1.8 178 49.9 18.4 8.2.0 2.1 3.1 357 100.8 Master Degree 88 24.9 50.3 357 100.4.6 24.0 Education Qualification Education Cumulative Frequency Valid Under High School Percent 2.2 6.0 68.7 93.5 38.2. 10 2.9 36.8 4.0 Bachelor Degree Total System Total 6.

0 21 5.0 System Total 6.6 100.6.1 100.000 60 16. Major population of the sample belongs to 20-25 years of age.0 77 21.6 357 100.001-40.9 36.8 21.2 30.000 37 10.9 50. 50% of the respondents have bachelor degree as educational qualification and majorly the respondents are either students or working as an employee.6 More than 60.1 25.0 15.000 INR and 20.6.8 36.0 Total Missing Percent System Total Demographic Inference:The above table provides the insights of the demographic profile of the respondents.2.7 84.000 21 5.0 74. Valid Percent 103 Total Missing Percent Association with Sports Activity SportActivitiesPerformed Cumulative Frequency Valid Valid Percent Percent Yes 250 70.5.4 74.0 280 78.0 336 94.000 Percent 28.2. The sample size for the study was of 357 respondents which includes 298 males and 59 females.000-30.5 78. 26 .9 7.000 INR.1.4 58.000-30.2 71.4 40.4 13.8 20.000 43 12.000 16 4.9 357 100.1.4 100.001-50.4 100. 74.5 5.001-60. Major population of the sample lies in the monthly income group of Less than 20. Monthly Income MonthlyIncome Cumulative Frequency Valid Less than 20.4 No 86 24.4% respondents are into sports activities where it was found that the respondents associated with sport activities are mostly into Football and Cricket.

however. Store Location Location Cumulative Frequency Valid Percent Valid Percent Percent North 126 35.3 35.2.3 East 126 35.4 100. NCR and Chandigarh and the Eastern part of India which includes the stores of Kolkata. North. 29. data from three zones (i. Ranchi.2.4 29.e.6.0 Inference: The questionnaires were circulated among the stand alone stores of Planet Sports all over India. Siliguri and Shillong. East and West) could only be received and analyzed.3 70.6 West 105 29. 27 .0 100.3% of the responds have come from the Northern part of India which includes the stores of Delhi.41% of responds have come from the Western part of India which includes the stores of Pune.3 35.0 Total 357 100.3 35. It is seen that 35.

4 98.0 System 28 .8 56.3 .3 99.4 1.3 5. Billing Amount (in INR) The minimum billing amount was 99 INR and the maximum billing amount was 27636 INR.2 100.00 5 1.00 123 34.0 3 .9 4.4 96.00 2 .2.8 2.00 19 5.7 91.5 34.00 1 .00 201 56. In order to analyze the huge distribution of data points.2 8. the entire data set is divided in ten intervals.3 100.7 10.00 1 .0 Total 354 99.3 .3.3 56.3 5.6 .6.6 99.8 357 100.5 3.9 7.6 98.6 . And the dataset is recoded as follows: Code 1 2 3 4 5 6 7 8 9 10 Range 99-2853 2854-5606 5607-8360 8361-11114 11115-13868 13869-16621 16622-19375 19376-22129 22130-24882 24883-27636 Recoded Billing Amount Cumulative Frequency Valid Missing Total Percent Valid Percent Percent 1.00 2 .

4 89.3 12.2.Inference: The above graph clearly shows that maximum (56.75% respondents made purchase of 2854-5606 INR.1 100.7 36.1 10.3 40.9 Once in Six Months 144 40. 6.4 100.2. Consumer Perception of Planet Sports 6.6 77.6 357 100. It is clear from the figures that there is a huge potential of the products which are priced below 6000 INR. Shopping frequency ShoppingFrequency Cumulative Frequency Valid Total Valid Percent Percent Once in a Month 131 36.4.0 Total Missing Percent System 29 .9 36.1.0 2 .78%) billing amount is from 99-2853 INR and 34.9 More Frequently 36 10.0 355 99.4.5 Once in a Year 44 12.

Inference: The above graph and tables shows the shopping frequency of the respondents.6 70.2 2. From the above data we can infer that there is a major possibility of a customer to visit Planet Sports is six times in six months.8 Accessories 27 7.0 355 99.4.6 20.56%) visit Planet Sports once in six months and 100.4 20.0 2 .4 59 16. Major population of the sample (40.3 83. 6.0 42.4 Sports Equipment 38 10.6 Footwear 150 42.6 All Apparels & Footwear Total Missing Percent System 30 .3 62.9% visit Planet Sports once in a Month.1 8 2.6 10.4 100.6 7.7 81.5 16. Preferred product type PreferredProductType Cumulative Frequency Valid Valid Percent Percent Apparels 73 20.

From the data it can be inferred that the management can mainly focuson the footwear and apparels category.3% customers purchase Footwear and 20.Inference: The above graph shows that the Planet Sports 42. 7. 31 .6% respondents purchase both Apparels and Footwear.5% population of the sample purchase apparels from the store.6% of the respondents purchase sports equipments and it is seen that 16. The accessories and sports equipments section should offer more versatility in terms of product offerings and price points so as to attract the customers to the mentioned departments.

2 16.4 Others 58 16.7 21. 32 .6. 16.9 Friends 197 55.2.2 26. A major section of the respondents i.3. Planet sports visibility in media Planet sports visibility in media Cumulative Frequency Valid Total Valid Percent Percent Newspaper 20 5. It is clear from the data that the management should increase the promotion and branding of the store and its agency brands in the print and visual media so as to increase the awareness.7 Hoardings 74 20.0 Total Missing Percent System Inference: The above pie chart shows that 56.2 357 100.0 8 2.6 100.0 349 97.2 56.4.6 5.8 100.4 83.4% of the population from the sample size gets to know about the store from friends through word-of-mouth communication process.e.62% says that they got to see the store through walk in to the shopping area or the mall.7 5.

9 9.4. 36.9 100. 33 .8 9. Driving factor of making a purchase DrivingFactor Cumulative Frequency Valid Low Price Percent 9.2.8 46.9 Better Quality 130 36.1 357 100.11% of the sample says they find better quality and a variety of products respectively in the Planet Sports stores.0 353 98.83% and 37.4 98.0 Others Total Total Valid Percent 35 Various Brands Missing Percent System Inference: The above table of data and the bar graph represent the driving factors which influence the customer to purchase from Planet sports.6.7 1.9 51 14.7 37.4.3 14.4 36.3 6 1.7 100.7 Variety of Products 131 36.0 4 1.1 83.

It is seen that 23.5. 34 . It was seen that the respond percentages are almost equal within the range of 1500 to 5500 INR which supports the percentage variation of the billing amount distribution.45% of the respondents shop within the price bracket of 2501-3500 INR.62%) spends 1500-2500 INR while shopping. Amount spent per shopping Inference: The above graph represents the approximate amount that a customer spends during shopping. A major section of the respondents (

Product range under product categories Inference: The above graph answers whether the customers finds wide range of products in one product category.56% of the sample agrees that Planet Sports provide wide range of products in one product category.11% of the sample says there are not many options in product categories where 7.082% completely disagrees with the fact that Planet Sports provide wide range of products in one product category.4. 68. 35 .

3 . The data gives a very strong and positive feedback regarding the sales representative’s interaction in the store.6 . 45.3 100. Sales representative’s interaction Sales representative’s interaction Cumulative Frequency Valid Effective Not Effective Good No Interaction Total Missing Total System Percent Valid Percent Percent 162 45.4.0 Inference: The above graph tells about the sales representative’s interaction within the store.7.4 100.7 1 .0 2 .5 99.6 45. Whether the interaction is effective enough to make a purchase decision or not is aimed to be found out from the above data.4 45.2.6 46.6.63% sample says that the interaction was effective and 53.52% says that it was good enough to make a purchase decision. 36 .6 2 .0 355 99.2 190 53.2 53.6 357 100.

0 100. 98. 37 .2.0 357 100. Satisfaction after purchase Satisfaction Cumulative Frequency Valid Yes No Total Percent Valid Percent Percent 352 98.6% of the sample says that they feel satisfied after shopping at Planet sports which is again a very positive indication regarding the store from the consumer’s point of view.6 98.4 5 1.0 Inference: The above table and graph represent whether the customer feels satisfied after they make a purchase from Planet Sports.8.6 98.4 100.

2.4.0 96.96% respondents say that they find it average.0 Total Total Valid Percent Excellent Below Average Missing Percent System Inference: The above table and graph show the customer’s view on how Planet Sports is maintaining product quality compared to the other retail stores.8 357 100.4 100. 38 .4 3.9.0 3 . average & below average) is given to get response.6 12 3. Product quality ProductQuality Cumulative Frequency Valid Percent 197 55. 55.2 55.6 Average 145 40.6 41.65% respondents say that they find the quality of the Planet Sports store excellent and 40.6 55.6.2 100. A scale of three heads (excellent.0 354 99.

41.63 from which it can be inferred that Planet Sports store gets high rating from its customers.2. This includes all possible factors like ambience. the overall experience inside the store etc. A scale of five heads (1 to 5 representing low rating to high) is given to get response.62% respondents rated Planet Sports between average and high. 39 .10. look. Store rating Statistics RatingPS N Valid 346 Missing Mean 11 3.4. smell.6301 Inference: The above table and graph give the overall rating of the Planet Sports store compared to other similar stores that offer sports products.6. the mean value comes out to be 3. however.

If heard of the brands U/CHeard Cumulative Frequency Valid Missing Total Percent Valid Percent Percent Yes 224 62.1 The result shows that 65.5.88% never heard about these two brands.6 357 100.1 No 120 33.2. Umbro and Champion) ever.e.0 Total 344 96.0 13 3.6 34.2.4 100.0 System Inference: The above table and graph indicate if the customer heard about the newly launched brands (i.9 100. 40 . Newly launched brand recognition & awareness level 6.12% of the respondents heard about the brands and 34.7 65.

41 . how often they heard about it.84% respondents say that it was moderately often that they heard of the brands.2. 51. Umbro and Champion). How often heard about the brands Statistics UCHowOftenHeard N Valid 326 Missing Mean 31 2.6.2. A huge section of the respondents (37.2730 Inference: The above table and graph indicate if the customer heard about the newly launched brands (i.5.e.73%) say that it was not at all often that they heard about the brands.

4 No 101 28. Umbro and Champion) and its products after he/she entered Planet Sports.e. The result shows that 70.5 100.2. If the customer was informed about the new brands If the customer was informed about the new brands Cumulative Frequency Valid Missing Total Percent Valid Percent Percent Yes 240 67.6 100.62% was never informed about these two brands after they entered the store.3 29.2 70.0 Total 341 95.0 System Inference: The above table and graph indicate if the customer was informed about the newly launched brands (i.38% of the respondents were informed about the brands and 29.5 357 100.0 16 4.6.4 70. 42 .3.5.

43 .4.2.18% respondents were moderately familiar with the brands.6. moderately familiar and not at all familiar) is given to get response. product range etc) regarding the brands.5. Familiarity simply means the presence of knowledge (concept. 65. Familiarity with the brands Statistics UCFamiliar N Valid 336 Missing Mean 21 2.1280 Inference: The above table and graph give the data ofhow familiar the customer is with the newly launched brands. A scale of three heads (extremely familiar.13) of the result supports the data. The mean value (2.

5.3 Hoardings 61 17.1 Television 63 17. 44 .8 34.3 16.9 357 100.78% respondents say that the brands were visible on TV and hoardings respectively.5.6 88.1 17.0 41 11.2. 18.0 Others Total Total Valid Percent Newspaper Never Seen Missing Percent System Inference: The above table and graph give the data of visibility of the newly launched brands in Media.57% respondents never saw the advertisements of Umbro& Champion anywhere.0 343 96.5 122 34.4 52. 35.6.5 12.7 16.1 100.2 35.6 18.0 14 3.0 100. Brand visibility in media Brand visibility in media Cumulative Frequency Valid Percent 56 15.37% and 17.

If the brands were used If the brands were used Cumulative Frequency Valid Missing Percent Valid Percent Percent Yes 154 43.8 45 .6.0 Total 346 96. 55.5 No 192 53.1 44.0 System Total Inference: The above table and graph answers if the respondent has ever used the brands Umbro& Champion.5 100.49% respondents never used the brands Umbro and Champion and 44.9 100.1 357 100.5 44.51% says that they have used the brands.0 11 3.

0 Not at all Satisfied Missing Percent Inference: The above table and graph answers if the respondent has ever used the brands Umbro& Champion.0 Total 218 61.0 System 139 38.6.5 27.0 88.1 Moderately Satisfied 133 37.7. 61.5.9 100.2.3 11.01% population of the sample who had used the brands says that they are moderately satisfied with the new brand(s).1 26 7.3 61. Satisfaction if used already UCSatisfactionLevel Cumulative Frequency Valid Total Valid Percent Percent Extremely Satisfied 59 16. whether they are satisfied with the products of the brands.9 357 100.1 100. 46 .1 27.

Preferred price range for Performance shoes and Lifestyle shoes
Sports Shoe Performance PreferredPriceCategory


Less than 2000






































Valid Percent


6001 and Above




The above table and graph give the data regarding the preferred price range a customer is
willing to pay for one unit of Performance sports shoes (running, training etc). The result says
the price bracket of 2000-3000 INR is most preferred price range for the same. 24.38%
respondents were also willing to spend 3001-4000 INR for the same category.

Sports Shoe Lifestyle ProfferedPriceCategory

Less than 2000






































Valid Percent


6001 and Above




The above table and graph give the data regarding the preferred price range a customer is
willing to pay for one unit of lifestyle sports shoes (casual). The result says the price bracket of
2000-3000 INR is most preferred price range for the same. Almost similar percentage of
respondents is ready to pay 3001-4000 INR and Less than 2000 INR for the same category.

Category wise most preferred brands


The above graphs show the most preferred brand for the Apparels, Footwear and Accessories
categories. According to the result Nike is the most preferred brand as 41.27%, 46.65% and
38.78% respondents choose Nike for apparels, footwear and accessories respectively.
Respondents have chosen Umbro more than Champion as preferred brand, however the
percentage of both brands are very less than the brands leading the list.


0 70 19.2 30.9 95.10.00 55 15.2 7.0 System 51 .3 44. Likeliness of recommendation Statistics UCRecommendation N Valid 287 Missing 70 Mean 4.00 13 3.6 4.3 6.3 7.00 37 10.7 84.0 8.2 63.6 90.0 Total 287 80.00 38 10.3 7.2.7 3.6 13.4 12.4 19.00 41 11.9 4.6 357 100.6 9.5.5 10.00 21 5.3 5.6 9.5 14.00 27 7.00 19 5.9 76.5 100.9199 UCRecommendation Cumulative Frequency Valid Missing Total Percent Valid Percent Percent 1.00 14 3.3 2.6.4 100.0 4.9 7.00 22 6.4 6.4 16.

In order to get the respond a ten point scale was used. And the mean value comes out to be 4.91 which tell that the recommendation chance is neither extremely likely nor not at all likely as the mean value lies almost at the center of the data range. 52 .Inference: The above graph and tables give the information about how likely the customer would recommend the newly launched brands to the peer groups.

6.2.2. Dependency (Chi-square) Tests of variables (at 95% confidence level) 6. Dependency of the often purchased product typewith customer’s sports involvement Variables:   The often purchased product type Customer’s sports involvement Hypothesis: H0: The often purchased product type does not depend on customer’s sports involvement H1: The often purchased product type depends on customer’s sports involvement Case Processing Summary Cases Valid N PrefferedProductType * Missing Percent 334 93.4% Percent 357 100.6.0% SportActivitiesPerformed PrefferedProductType * SportActivitiesPerformedCrosstabulation Count SportActivitiesPerformed Yes PrefferedProductType No Total Apparels 56 11 67 Footwear 106 39 145 Accessories 18 7 25 Sports Equipment 29 7 36 5 2 7 34 20 54 248 86 334 All Apparels & Footwear Total 53 .6.6% N Total Percent 23 N 6.1.

05). Sig. (2Value df sided) a 5 .3%) have expected count less than 5.175 Linear-by-Linear 4. The minimum expected count is 1. As the Pearson Chi square significant value is greater than the test significant value (0.673 5 .043 Pearson Chi-Square 7. 1 cells (8.Chi-Square Tests Asymp. we accept null hypothesis. 54 .078 1 .594 Association N of Valid Cases 334 a.180 Likelihood Ratio 7. Inference: The often purchased product type does not depend on customer’s sports involvement.80. N Percent 357 100. Dependency of the billing amountwith customer’s monthly income Variables:   Billing Amount Customer’s monthly income Hypothesis: H0: The billing amountdoes not depend on customer’s monthly income H1: The billing amountdepends on customer’s monthly income Case Processing Summary Cases Valid N Recoded Billing Amount * Missing Percent 277 77.6.6% MonthlyIncome 55 N Total Percent 80 22.0% .

009 Pearson Chi-Square 49.000 Total 1.000 40.Recoded Billing Amount * MonthlyIncomeCrosstabulation Count MonthlyIncome Less than More than 20.000 50.000 30. (2- A Value df sided) a 30 .001-60.00 27 25 13 9 7 25 106 3.957 Association N of Valid Cases 277 .00 66 31 17 10 7 15 146 2.000-30. 56 .911 30 .001-40. Sig.799 1 . 29 cells (69.06.00 0 0 0 1 0 0 1 103 58 36 21 16 43 277 Chi-Square Tests Asymp.00 0 0 0 0 0 1 1 10.000 60.00 0 0 1 0 0 0 1 7.001-50.00 9 2 3 1 2 2 19 4.180 Linear-by-Linear 6.013 Likelihood Ratio 36.000 Recoded Billing Amount Total 20. The minimum expected count is .00 1 0 2 0 0 0 3 5.0%) have expected count less than 5.

As the Pearson Chi square significant value is greater than the test significant value (0.0% . Inference: The billing amount does not depend on customer’s monthly income.05).0% N Percent 357 100.0% 57 N Total Percent 7 2. 6. Dependency of the driving factor for purchase with customer’s occupation Variables:   The driving factor for purchase Customer’s occupation Hypothesis: H0: The driving factor for purchase does not depend on Customer’s occupation H1: The driving factor for purchase depends on customer’s occupation Case Processing Summary Cases Valid N DrivingFactor * Occupation Missing Percent 350 98.6. we accept null hypothesis.3.2.

27.036 Association N of Valid Cases 350 a.DrivingFactor * Occupation Crosstabulation Count Occupation Government Student DrivingFactor Housewife Employee Entrepreneur Official Others Total Low Price 19 3 7 1 3 2 35 Better Quality 43 4 61 9 5 6 128 Variety of Products 51 5 36 15 14 9 130 Various Brands 19 3 21 4 0 4 51 2 1 2 0 0 1 6 134 16 127 29 22 22 350 Others Total Chi-Square Tests Asymp.043 Likelihood Ratio 34.022 Linear-by-Linear .599 20 .353 Pearson Chi-Square 32. 14 cells (46.7%) have expected count less than 5. Sig. The minimum expected count is . 58 . (2Value df sided) a 20 .861 1 .

4.05). Dependency of the satisfaction factor with customer’s sports involvement Variables:   The satisfaction factor Customer’s sports involvement Hypothesis: H0: The satisfaction factordoes not depend on customer’s sports involvement H1: The satisfaction factor depends on customer’s sports involvement 59 . Inference: The driving factor for purchase does not depend on Customer’s occupation 6. we accept null hypothesis.As the Pearson Chi square significant value is greater than the test significant value (0.2.6.

551 1 Association N of Valid Cases 336 60 .503 1 . Sig. (2- Fisher's Exact Test Linear-by-Linear . (2- Exact Sig.478 .380 .457 .553 b df Asymp.Case Processing Summary Cases Valid N Satisfaction * Missing Percent 336 N 94.820 . (1- sided) sided) sided) a 1 .052 1 .0% SportActivitiesPerformed Satisfaction * SportActivitiesPerformedCrosstabulation Count SportActivitiesPerformed Yes Satisfaction Yes No Total No Total 247 84 331 3 2 5 250 86 336 Chi-Square Tests Value Pearson Chi-Square Continuity Correction Likelihood Ratio Exact Sig.606 .458 .1% Total Percent 21 N 5.9% Percent 357 100.

6. Inference: The satisfaction factor does not depend on customer’s sports involvement 6.4% Percent 357 100.As the Pearson Chi square significant value is greater than the test significant value (0.05).6% 61 12 3. we accept null hypothesis.2.5. Dependency of the often purchased product type with customer’s age Variables:  The often purchased product type  Customer’s age  Hypothesis: H0: The often purchased product type does not depend on customer’s age H1: The often purchased product type depends on customer’s age Case Processing Summary Cases Valid N PrefferedProductType * Age Missing Total Percent N Percent N 345 96.0% .

752 Association N of Valid Cases 345 a. (2Value df sided) a 30 .002 Pearson Chi-Square 49. Sig.0%) have expected count less than 5.160 30 .013 Likelihood Ratio 47. 21 cells (50.733 1 . 62 .PrefferedProductType * Age Crosstabulation Count Age Under 20 Years PrefferedProductType Total 20-25 Years 26-30 Years 31-40 Years 41-50 Years 51-60 Years Above 60 Years Total Apparels 16 32 8 9 7 0 0 72 Footwear 43 42 19 23 11 7 1 146 Accessories 1 9 5 7 2 1 0 25 Sports Equipment 7 10 5 10 2 1 3 38 All 1 3 1 2 0 1 0 8 Apparels & Footwear 6 21 5 12 9 3 0 56 74 117 43 63 31 13 4 345 Chi-Square Tests Asymp.024 Linear-by-Linear 9.09. The minimum expected count is .

we accept null hypothesis.As the Pearson Chi square significant value is greater than the test significant value (0. Inference: The often purchased product type does not depend on customer’s age 63 .05). Gender 64 N Total Percent 2 .6% N Percent 357 100.6.0% . Dependency of the often purchased product typewith customer’s gender Variables:   The often purchased product type Customer’s gender Hypothesis: H0: The often purchased product type does not depend on customer’s gender H1: The often purchased product type depends on customer’s gender Case Processing Summary Cases Valid N PrefferedProductType * Missing Percent 355 99.

342 5 . The minimum expected count is 1.287 Likelihood Ratio 7. 2 cells (16.671 1 .33.200 Association N of Valid Cases 355 a. 65 . Sig.PrefferedProductType * Gender Crosstabulation Count Gender Male PrefferedProductType Female Total Apparels 59 14 73 Footwear 130 20 150 Accessories 21 6 27 Sports Equipment 33 5 38 8 0 8 45 14 59 296 59 355 All Apparels & Footwear Total Chi-Square Tests Asymp.7%) have expected count less than 5.196 Linear-by-Linear .413 Pearson Chi-Square 6. (2Value df sided) a 5 .

As the Pearson Chi square significant value is greater than the test significant value (0. we accept null hypothesis. Inference: The often purchased product type does not depend on customer’sgender 66 .05).

Consumer Perception of Planet Sports On an overall basis the responses were very positive and the results showed on the strengths the company possesses when it comes to product offerings.001 INR. the results also showed on aspects the company can work on in the future in order to improve the customers’ perceptions even more. Mostly it was word-of-mouth by which customers got to know about planet sports. From the research it was also seen that the customers are mostly into sports activities like Football. The consumers are mostly 20-25 years of age and they are either students or employees. 6. From 67 . So from the research it can be aptly said that college students and the young professionals are the consumer base of Planet Sports. By doing so. The purpose of this paper is to find out how the company’s existing customers perceive the store. The accessories and sports equipment section should offer more versatility in terms of product offerings and price points so as to attract the customers to themselves. and Volleyball etc. only 16. the company can learn how to serve their customers even better in the future. The research revealed a very positive result.3. The management can mainly focus on the footwear and apparels category as these two categories are purchased more than the other categories. how they experience the service they receive and the products they are offered. So other than anything else consumers perceive Planet Sports as a store where a wide range of products of each product category of apparels and footwear are offered. quality and service. Moreover.3.1. While analyzing the results the first weakness was the lack of female respondents.53% of the respondents were female. This study may help the company to discover and learn more about their customers’ opinions and perceptions.6. the monthly income of the customers is mostly less than 30. price. Research Analysis The previous chapter focused on the research results of the questionnaire survey. suggestions for improvements as well as general conclusions are going to be discussed. Above information generates the need of focusing on the sport enthusiast youth and understanding the needs and wants of that particular demographic segment. Cricket. Nevertheless. the customer’s service expectations are met and surpassed and the existing customers’ have in general a very positive attitude towards the atmosphere and image of the store. In this part the outcome from the results.

Several dependency tests were done to find out if the factors of consumer perception depended on the demographic factors. gender. age. It is seen that none of the tests rejected null hypothesis which means the factors are not dependent on each other. Brand recognition level of newly launched brands-Umbro& Champion This section is going to answer the second part of the research objective. billing amount & income. According to the research most of the customers heard about the new brands probably because they were informed about the new brands after the walk in to the store. The present scenario generates the need of awareness of these brands among the target customer base and the 68 . The customers would moderately likely recommend these brands to their peer group.2. For sports shoes of both category (Performance and Lifestyle) mostly the customers are willing to pay 2000-3000 INR. Adidas and Converse are most preferred and loved brands in terms of sports apparels. Although the customers heard about the brands mostly. It is seen that Nike. occupation of entire population of customers. Most of the customers are satisfied after shopping at Planet Sports as they find the product quality of the store excellent as compared to the other stores. Puma. All the above information shows that the recognition level of the brand is not so high. 6. footwear and accessories. The customers who had actually used products of Umbro and/or Champion were moderately satisfied. driving factor & occupation. The customers moderately often heard about these brands in their peer group. product type & age and product type & gender. this difference may be dependent on the location of the store. During the store visit of a store of Planet Sports. they are found not be extremely familiar with the brands and most of the customers never got to use these brands. satisfaction after purchase & sports involvement. It is also seen that Planet Sports gets high rating as compared to other similar stores that deal with products related to sports. As this research does not include data from any store of Mumbai. marketing methods and service irrespective of the income. As the customer base can clearly be identified from the response data. The factors considered while performing the dependency tests are product type & sports involvement. the management can focus on their product offerings. Mumbai it was observed that the sales representatives are reluctant to approach the customers and they are not so knowledgeable as compared to the other EBOs of major sports brands.3.the research results it is seen that the interactions with the sales representatives are good and effective which slightly differs from the store visit observations.

there are few areas which need to be worked upon. This can be done within any of the factors of perception-Price. CONCLUSION& SCOPE OF THE RESEARCH Although the research comes up with a very positive note of consumer perception towards the store. These two new brands can import the ideas. mountaineering equipments etc. Training sessions for the sales representatives regarding product specification and SOP of the store can be conducted more frequently to ensure the service consistency within the stores. Service. 7. Packaging and Branding etc. and product assortment. Understanding the reasons behind customers’ perception could give the management valuable information and deeper insights. for example.). newspaper. Product expansion in the areas like accessories (soccer balls. Brand visibility can be enhanced by collaborating with major sports academies and national sports events across India for nurturing young talent. can be planned and done in such a way so that the students and young professional sports enthusiasts get attracted towards the store as well as the newly introduced agency brands. The research revealed the customers’ perception of the store. The promotional strategies. if considering changing location. Online promotions and activities can be initiated so as to enhance the branding of the store as well as newly launched brand awareness level. This would be important in the future. radio etc. A lot of customers got to know about the store only after walk in to the mall or shopping area which means otherwise they had no knowledge about the store. strategies and pricing strategies should meet the consumer’s expectations. Opening more stores in tier II cities can be planned to attract more consumers from the target customer base.g. magazine etc. If the situation remains the same the sales of the newly launched agency brands will be affected as not many people are aware of the brands yet. advertisement campaigns etc. Relatively much research and studies on customer perceptions has already been conducted but they are often 69 . its service. Although word of mouth is one of the strongest communication media. for example. In a future study the research methodology could be improved by adding more focus on the reasons behind these perceptions. Quality. a depth interview or personal interviews with the focus on open ended questions. trends and technologies from the major sports brands of India to divert consumer’s mind and to survive and expand the market share.) and broadcast media (television. Planet Sports should be more visible in print (e.) which may give high profit can be done. A more profound research methodology could be complemented with an extended research.

com/about_6561090_consumer-perception-theory. (2011). Descriptive Research. Flamand. Retailing is nowadays much more competitive than it used to be.". (1996). Eye on Education. G. 70 .ca/MJResearch/ResearchProcess/DescriptiveResearch. W. Nonparametric Statistics for Non-Statisticians: A Step-by-Step Approach Wiley. Consumer Perception Theory|eHow. Knowing one another’s strengths and weaknesses originates in new ideas and perspectives and it is possible to learn from others mistakes. (2012).html Graphpad. The Elements of Graphing Data. When comparing the results against each other Planet Sports could benefit from the results.ehow. (2009. therefore it would be interesting to compare the results from this study against the results from another store within the same industry and segment. January 1). Graphpad-FAQ-1089-What is the difference between ordinal. (n. Hence. H. Research on educational innovations.graphpad. 2014. 2013. "Reference Guide on Statistics" (3rd ed. more detailed study can be done taking all the stores of Planet Sports into account. from Graphpad Software: http://www. BIBLIOGRAPHY Bland. (1993). Factors influencing consumer perceptions. (2004). Corder. (1985). they are hard to apply on other retail sectors and it is difficult to know if they are applicable.C: West National Academies Press. The findings are often very industry specific and therefore.htm Ellis.uoguelph. M. &. F. interval and ratio variables? Why should I care? Retrieved December 2. D. Pacific Grove. D.htm. MN Washington: D.-Y. A. D. Journal of Product & Brand Management. A. CA: Wadsworth & Advanced Book Program. J.related to the other Ha. 8.). zone wise sales data can be analyzed to study different product categories and zone wise consumer perception can be found out through a more detailed research. Cleveland. "Statistics notes: measurement error. Evidence. S. On the other hand as time was a constraint in this research. (R. another suggestion for improvement is to do a similar study for a similar store.. & Altman. from eHow: http://www. L.) Eagan. Kaye. Retrieved June 24. H.d. Moreover.). Ed. (2009). The brand recognition analysis can be done after one season so as to evaluate the measures taken for improvement of the brand awareness. & Freedman. Retrieved from http://www..

Stan Satish K Batra. Factors Affecting Consumer Perception|eHow.ehow. Sharma. Oklahoma: NEW FORUMS PRESS INC. (2010). Consumer Behavior. 2014.html Walker. from BusinessDictionary: http://www. Prentice Hall.html Patricia M. H. Shields. R. A. Retrieved September 14.).com/info_12086003_factors-affecting-consumer-perception. (2006). Global Vision Publishing House. K. Sample Size Calculator by Raosoft Inc. Baltimore: MD: Williams & Wilkins Co.raosoft. from eHow: http://www. (2012.EY . Retrieved June 24. 2013. 2014. Retrieved December 2. P. S. Schervish.html SartorialViews.). 2014. from wolfram mathworld: http://mathworld. Retrieved June (1996).html VanBaren. Mercer.) Marketing Management (2nd ed. Retrieved March 17. Studies in the History of the Statistical Method.businessdictionary. (2009). (n. A Playbook for Research Methods: Integrating Conceptual Frameworks and Project Management. (2013).com/Chi-SquaredTest. How to Measure Consumer Perception|eHow. (2010).ehow. (1931). D. from eHow: http://www.d. Weisstein. N. (2009). from Chron: http://smallbusiness. C.html 71 . Theory of Statistics.Keller. K. M.India. E. 2014. Indian sports wear industry Sports wear industry trend article.html What is Convenience Sampling? (n. chi-squared test: from wolfram mathworld. Consumer Behavior-2nd.wolfram. Retrieved June 24. (2006).com: http://www.chron. W. Springer.d. Retrieved June 24. J. sports wear industry challenges India . January). K. (2012). Excel Books India. from raosoft. from EY: http://www. Role of Perception in Consumer Behavior|Chron. 2013.

5. The Questionnaire Format 1. ANNEXURES 9.6.1. How frequently do you visit Planet Sports? Once in a month Once in six months Once in a year More Frequently 1.2.) do you generally spend while shopping? Less than 1500 1500 –2500 2501 – 3500 3501-4500 4501-5500 More than 5500 1.3. Are you satisfied after shopping at Planet Sports? Yes No 72 .1. How are the sales representative’s interactions at Planet Sports? Effective Not effective Good No Interaction 1. How did you come to know about Planet Sports? News paper Hoardings Friends Others (Please Specify) ___________ 1. How much money (in Rs. Which products do you purchase more often in Planet Sports? Apparels Footwear Accessories Sports Equipments 1.4. Does Planet Sports provide wide range of products in one product category? Yes No Not many None 1.8. What makes you purchase from Planet Sports? Low price Various Brands Better Quality Variety of products Others (specify) _____________________ 1.7.9.

Compared to other similar stores that offer sports products. 3 Have you ever heard of the brands Umbro& Champion? Yes 1.15. 2 High Moderately Familiar Not at all Familiar Where have you seen advertisements of Umbro and/or Champion? Newspaper Hoardings Television Never Seen Others (Please Specify) ___________ 1.9. how would you rate Planet Sports? Low Average 1 1. 4 No Yes 1. 5 Were you informed about Umbro& Champion after you entered Planet Sports? No How familiar are you with Umbro& Champion? Extremely Familiar 1.11.12. If you have already used products of Umbro and/or Champion. How is Planet Sports maintaining product Quality compared to other retail stores? Excellent Average Below Average 1.1.16. how would you rate your satisfaction level? Extremely Satisfied Moderately Satisfied 73 Not at all Satisfied . Yes Have you ever used products of Umbro and/or Champion? No

How likely is it that you would recommend Umbro& Champion to a friend or colleague? Extremely Likely 1 2 3 4 Name: _____________________________ 5 6 Email id: ___________________________ 2.20. Please mention the product categories that are missing from the brands-Umbro& Champion (if any)? __________________________________________________________________________________ 1. According to the following categories please choose your preferred price range(s) which you are willing to pay per unit: Price Range (in Rs. Demographic Information 74 7 8 9 Not at all Likely 10 . How often have you heard other people talking about Umbro and/or Champion? Extremely Often Moderately Often Not at all Often Category According to the following categories please choose your most preferred brand? Category Puma Nike Adidas Converse Brands Skechers Fila Umbro Champion Others (Please Specify) Apparels Footwear Accessories 1.) Less 20003001than 3000 4000 2000 40015000 50016000 6001 and Above Sports Shoes Performance Sports Shoes Lifestyle 1.19.

2.) 20. Football) Yes No ___________________________________________ 75 .2.000 50.000 More than 60.000 30. Gender Male Female Others Under 20 years 20 – 25 years 26 – 30 years 31 – 40 years 41 – 50 years 51 – 60 years 2. Are you into sports activities? If yes.1.001 – 40.4 Occupation Student Housewife Employee Entrepreneur Government Official Others (Please Specify) __________________ 2.5 Monthly Income (in Rs. Please mention the activity (e.000 Less than 20.000 40.001 –30.3 Education Under High School High School Master Degree Bachelor Degree Doctorate Degree Others (Please Specify) __________________ 2.000 2.6.001 –60.Age Above 60 years 2.g.001 –50.