You are on page 1of 7

DATA ANALYSIS

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

Among the various factors like social, 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. Also the social factor like style was second
most important factor behind the consumer buying motives.

COMPARISON WITH OTHER BRANDS


ANALYSIS:
In response to the question about giving, out of 100 point to the various factors affecting their
buying BEHAVIOR between NIKE and OTHERS following was observed:
OTHERS NIKE
a. Style ____20____ ___30_____
b. Price ____10____ ___10_____
c. Comfort _____30___ ___30_____
d. Brand ____10____ ___20_____
e. Durability _____30___ ___10____
this further shows that the consumer look for style in the NIKE more in comparison to the other
brand hence, 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.

Consumers income level and spending capacity on shoes


ANALYSIS:
In the survey conducted a direct relation between the income level and the spending capacity was
observed. Also it was found that students were spending in the range of Rs 1000 Rs 3000 as
compared to the working class professionals who were ready to spend between Rs 3000 Rs 6000,
since they have higher spending power because of higher income levels.

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, whereas the businessman generally do their shoes shopping during
traveling or on special occasions.

BRAND RECOLLECTION:
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. This was due to
the fact that REEBOK has brand ambassador like RAHUL DRAVID and YUVRAJ SINGH.

NO OF PEOPLE BUYING NIKESHOES & 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. 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 remaining respondents were using either the NIKE or ADDIDAS brand shoes.

Which brand do you generally use?


People in India prefer Nike the most as we can see that 24% % people prefer Nike sports wear.
Then comes Adidas and Reebok.

What according to you is the relative importance of the following?


V. Imp Imp. Not so Imp. Doesnt matter
PRICE 50 28 12 10
DURABILITY 55 45 0 0
BRAND IMAGE 40 20 15 15
COMFORTABLE 54 36 10 0
LOOKS 40 40 15 5
By this we infer that the consumer wants the shoe to be durable that is of primary importance for
them. Then the price is also very important for them. The shoe should be comfortable. Along with
that looks and the brand image is also important.

What features of Nike do you like the most?


The most liked feature of Nike is the light weight shoe. Then it is the enhanced toe support. From
here we can infer that most important aspect for the consumers is the comfort they get from the
shoes.

Do you think Nike serves the purpose of being a good brand, for Sports wear?
56% of the people agree that Nike serves its purpose for being a sport brand. Only 27% people
dont agree with it.

CONCLUSION & FINDINGS


The specific brand objective of Nike India would be to build up its brand reputation, image and equity. A
brand is not simply a collection of products and benefits, but also a storehouse of value stemming from
awareness, loyalty, and association of quality and brand personality. A brand is a name, term, sign,
symbol or design or a combination of them intended to identify the goods or services of one seller or
group of sellers and to differentiate from those of competitors. In essence, a brand identifies the seller
or maker. It can convey up to six levels of meaning: Attributes, Benefits, Values, Culture, Personality
and User. If a company treats a brand only as a name it misses the point. The branding challenge is to
develop a deep set of positive associations for the brand.
Although these six meanings are noticeable in the Nike brand in the west and other parts of the world,
they are yet to be cultivated in India. Nike has to ensure that their brand is built up on these pillars in
India.
The secondary brand objective of Nike India would be to ensure that they match the market share and
sales volumes of its competitors. After all, a company is in business to make profits and stay ahead of
its competitors. A company, product or brand may have a very good reputation and image, but if it is
not profitable, it does serve its purpose. At the same time sales figures and data can be misleading.
Hence market share has also to be paid attention to.
Nike despite being one of the most popular brands in the world has not really caught on in India. Yet,

there is reason to believe that Batas Power and Liberty would be ahead of Nike in terms of popularity.
We also notice that Nike is at par with Reebok. This again does not reflect too well on the brand,
considering that Nike outsells Reebok everywhere else in the world.
Hence it is reasonable to state that Nikes popularity level in India could do with a boost. The best way
to achieve this would be some serious brand building. The image of the brand has to be improved and
people must be made aware of its presence. Thus, the rationale behind choosing improvement of brand
image and reputation as the companys primary objective is quite clear.
Nikes distinctive competency lies in the area of marketing, particularity in the area of consumer brand
awareness and brand power. On the global scale this key distinctive competency towers over the
competitors. As a result, Nikes market share is number-one in the athletic footwear industry in most
places around the world. Catch phrases like, "Just Do It," and symbols like the Nike "Swoosh," couple
with sports icons to serve as instant reminders of the Nike Empire. It is about time that this competency
is leveraged on to India.
Two key attributes of a distinctive competency are its inability to be easily replicated and the value or
benefit it offers to consumers. Few companies have such a recognizable image and the resources to
promote it. This ultimately translates into added value for consumers. The public benefits from the
strength of Nikes image at the point of purchase. For decades, consumers have come to associate the
Nike image with quality products. By associating star athletes and motivational slogans like, "Just Do
It," with marketing campaigns that emphasize fitness, competition, and sportsmanship, consumers
identify their purchases with the prospect of achieving greatness. Younger consumers especially benefit
from this positive influence. This image is something that competing companies can not easily duplicate
by simply enhancing the physical characteristics of their products.
Nikes vision is to remain the leader in the industry. The company will continue to produce the quality
products that have been provided in the past. Most importantly, Nike will continue to meet the everchanging needs of the customers, through product innovation. In the past, the company has utilized
product differentiation as the main competitive strategy. As Nikes reputation dictates, it will continue to
place emphasis in this area. Nike has built its business on providing products that rise above all others
and this has made it the worldwide success that it is today.
Nike is known for its technologically advanced products and is the leader in this area. This allows Nikes
products to stand out from the rest. The companys focus also allows it to maintain a somewhat narrow
niche that enables it to effectively capture the needs and wants of the consumers. An example of Nikes
superior and innovative technology is its new range of shoes called Air Presto. Termed as the first Tshirt for the feet, these shoes can take the shape and size of the wearers feet. Unlike regular shoes it
comes are sizes like XL, L, M, S and XS. Each of these sizes can accommodate three conventional foot
sizes. Nike will continue to produce such path-breaking products in the future and stay a step ahead of
its competitors.
Nike will also focus on making a strong effort in price leadership. Nikes products in the past have been
concentrated in the higher end of the pricing category. An entrance will now be made into lower price
categories with these quality products. This will enable Nike to capture an even greater hold on market
share.

Presently, the only form of customer relationship management activity that Nike has adopted in India is
product warranty. Nike shoes come with a six-month warranty. If the shoe is found to be defective or
wears out within six months due to no fault of the wearer, Nike replaces the product. This is only the
first step and more needs to be dome in this area.
Being a company that always strives towards excellence, Nike needs to know exactly what its customers
think about their products. A good way of assessing this would be to have the customer fill in a form at

the point of purchase. The form will ask the customer his / her opinion on the product as well as the
showroom. Suggestions and comments would be welcome. However, care must be taken to ensure that
these forms are not too cumbersome and do not take up too much of the customers time. Surveys have
indicated that normally people dont mind filling in forms as long as they are not too long.
Another good method would be to introduce a system of customer points. Every time a customer makes
a purchase, he would earn himself a certain number of points, depending on the price of the product.
After he crosses a certain point level, he would be entitled to a gift from the company or choose a
product of a certain value from the range. This would be helpful in building customer loyalty and give
them an incentive to make repeat purchases. A most valued customer database could be created from
her e and various forms of direct marketing could be directed at them. This would help the company to
retain its existing customers.
A third way to improve customer relationship would be to issue gift coupons and vouchers. People would
have the facility to buy these vouchers and present them to their dear ones. This would be a good way
to reach out towards newer customers through existing ones.

RECOMMENDATIONS

To explore the mainland market, Hong Kong companies should position themselves in areas in which
they are strong. From the viewpoint of mainland consumers, Hong Kong's leather consumer goods are
considered competitive in the high-end and mid-range. Mainland consumers are brand conscious, and it
is vital to promote own brands which have clear image.
This survey also shows that Hong Kong products are preferred for their design/style and quality. Bearing
these in mind, Hong Kong companies should never compromise on quality, and they should allocate
more resources to product design, selection of material and craftsmanship.
OTHER SUGGESTION INCLUDE
Department stores are the prime sales and marketing channel for leather consumer goods. In addition,
store decorations and product displays should be designed to create a strong first impression. Seasonal
promotion campaigns, like special discounts and advertisements, could be employed. New lines of
collections should be introduced for festivals.
In addition to promotional activities in shopping malls and department stores, discounts and TV
commercials are considered effective channels for promotion. It is advisable to pay attention to the
affordability of customers in different cities, while setting price points for different product categories.
Meanwhile, leather shoes offer better growth potential.
Popular materials used for leather consumer goods include bovine skin, goat/kid/lamb/sheep skin and
crocodile skin. Regarding colors, black is by far most sought-after with dark brown in second place.
Due to their growing spending power, the rising middle class should be the target of Hong Kong's sellers
of leather consumer goods. Hong Kong companies should put more emphasis on products for business
use. In addition, it is useful to introduce appropriate designs that cater for the tastes of the middles
class.
Double Click 2006 Consumer Email Study October 2006, the fourth of Double-Click annual consumer
email studies points to an increasing sophistication in consumer usage of email functionality and a
corresponding complexity of purchasing behavior. The Spam crisis continues to affect consumer behavior
online but does not necessarily cloud consumer receptiveness to legitimate marketers: an overwhelming
majority of online consumers receive offers by email and have made a purchase online or offline as a

result. Consumers are using available tools to limit spam and are employing operate email accounts for
purchasing, all in attempts to increase control and improve their email experience. Working with Beyond
Interactive and the NFO//net source panel of 900,000 US consumers, polled 1,000consumers via email
from July 30 - August5, 2007. All respondents recruited use email/internet 1+ times per week, which
reflects the usage of the larger online population (94% of the 18+ online population according to
Nielsen, 2006).There was an equal segmentation of men and women and the average age was 42.7.This
is the fourth of an annual series of consumer research studies and trending information was derived
using the data from previous years. The sample mirrored previous studies and is reflective of the online
population as a whole.
Key Findings The majority of consumers receive some kind of marketing email with special offers from
retailers most common Sender recognition most impacts operates, while content relevance increases
likeliness to purchase Frequency ascertain category, are very specific to the category of email but vary
greatly from one consumer to the next; frequency of permission based email is clearly a great concern
to consumers and has an impact on what they consider to be Spam. Email drives multi-channel
purchases and has an immediate as well as a latent Nearly 64% of consumers cite the line as the most
important factor in opening an email.2006 Consumer Email Study impact. It drives consumers most
often to the online channel but also results in retail and catalog sales. Consumers have become
sophisticated in their use of ISP-supplied tools to limits Pam and in their usage of various email
addresses to manage their varied email activities Home and free email addresses are most often used
for purchasing, within email address specifically designated for that usage. Men and women have
radically different ideas of what spam is and different purchasing behavior related to Spam. Women are
more receptive to promotions and discounts and correspondingly more interested in and tolerant of
marketing emails than men. Receptiveness to Marketer Emails. The vast majority (91%) of consumers
receive some form of permission-based email with 57.2% receiving special offers from online
merchants, 55.4% receiving them from traditional retailers, and 48.5%receiving them from catalogers.
Other popular types of marketing emails included account statements/online bill payment information
(received by 49.8% of respondents), travel emails (43.3%), coupons for groceries (40.0%), health
(41.1%) and household tips/recipes/crafts (42.1%). Of categories in which consumers do not currently
receive e-mails, respondents are most interested in receiving grocery coupons (cited by 22.1%) and
household tips/recipes/crafts (13.6%).Other categories of strong interest were electronics and computer
software/hardware, 13.8% and apparel/shoes at12.3%. Permission-based email also continues to be the
preferred method of contact from the favorite retailer regarding new products, services or promotions
(preferred by 59% of consumers), while only 32.1% preferred direct mail. Sender Recognition, Content
Relevance Most Impacts Purchasing consideration behavior, the line continues to be the most compelling
reason to open permission-based email, cited by 63.3% of all respondents, an increase from 59.9%
in2005. This speaks to the growing significance of user recognition of sender and the power of brands
even more important in an era of spam. Of all types of subject lines, discount offers are the primary
motivational factor for opening permission based email (increased to59.5% of all respondents from
56.7% in 2007), while compelling news and information fell from 57.6% of all respondents to 48.6% in
2006.Special offers from retailers/catalogers received by at least 50% of respondents
When asked what most compelled them to take action on a permission-based email, product I needed at
the time, a reflection of the relevancy of the offer, was noted by37.8% of all respondents, outranking
the next most common choice, special offer or discount, cited by 35.0% of respondents. Likeliness to
respond could be increased if an email contains relevant information (noted by 67.3% of respondents)
and contains information based on interests specified to that company. Consumers found
recommendations based on past purchasing behavior less appealing (noted by only 28.1% of all
respondents).Consumers clearly want a degree of control over what marketers send them and would
like their specified interests taken into account. Consumers are also very specific in their frequency
preferences, with news and weather most often preferred daily, special offers from retailers, online
merchants and catalogers most often preferred weekly, and account statements/bill payment
communications monthly. However, therere significant numbers of consumers who vary in these
preferences, with just over20% of those who receive special offers and discounts from retailers, online
merchants and catalogers preferring the communications to come monthly. In accordance with specified

frequency statements, when asked what concerned them about their inboxes, frequency of permissionbased email was second only to Spam, cited by 42% of respondents. This danger is even more
pronounced considering only 28% noted frequency of permission-based email as a concern in2006.
Clearly marketers need to test for optimal frequency and solicit customer preferences. Email Drives
Multi-Channel Purchases But at the Expense of Offline Retail Permission-based emails clearly drives
purchases. Sixty-seven percent of respondents received an email offer from a Consumers take action on
emails corresponding to product need Relevant content, information specified by user increases
likeliness to respond 2007 Consumer Email Study, Cataloger or online merchant that resulted in a
purchase. Top purchasing categories were: apparel/shoes at 83.4%making a purchase, computer
software/hardware at 81.4%, gifts/flower sat 77.6%, travel at 77.2%, electronics at77.1% and food at
71.7%. The only under performing category was financial products and services at 41.5%, which could
relate to the high consideration necessary for these products, the incidence of spam in this category or
lack of interest due to the economy. The channel purchased in as a result of permission-based email is
highly specific to the category of product: travel had the highest incidence of online purchase at70%
with only 13% purchasing by catalog/phone/mail, while apparel/shoes had a relatively high incidence of
online purchase, 58% with 41% purchasing via offline retail and 23% via catalog, and over the counter
and prescription drugs had equal levels of online and retail purchase at 32%.Email marketing promotes
use of the online channel. In comparing the typical channel purchase behavior of respondents in a
variety of categories to where they were most likely to purchase after receiving permission based email,
the results show that respondents are more likely than usual to use the online channel for purchasing
after receiving a permission based email; this is true in all categories except financial services. In
apparel/shoes, where 31% would typically buy online, a permission-based email resulted in an increase
of online channel usage to 58%, gifts/flowers saw online channel lift from 45%to 61%, and electronics
from 45% to 60%.For consumers who receive email offers from retailers in the apparel/shoes category,
email marketing does increase use of the catalog channel. Of those who receive emails from catalogers,
16% reported that they typically bought via catalogs. This number rose to 23% saying they had
purchased though a catalog after receiving permission based email. This example illustrates the direct
connection between catalog drops with effectively sequenced email marketing used as a purchase driver.
The Latent Impact of Email Marketing Most action taken in response to email marketing does not result
immediately from the click. While 27% clicked through and made a purchase during that same online
session, an even greater number, 33.6%, clicked through to find out more information, then purchased
online at a later date. An additional 12.2% clicked through to find more information and then purchase
offline through catalog or retail. Permission-based offers generate sales.
As was demonstrated by the great interesting discounts and special offers, email usage for composing is
on the rise and as offline thus latent impact as well. Seventy two percent of respondents reported
having used coupons or offer codes (an increase of 57% over the 46%who reported using them in
2007). Fifty-eight percent of respondents used the coupon or offer code at an offline store. All of this
latent activity resulting from email marketing demands that marketers increase their own cross-channel
sophistication in data capture: unless theyre measuring both online and offline purchase activity,
immediate and latent impact, they are not capturing the full effect of their email performance.
Consumers Become More Selective in their Practices, Increasingly Use Tools to Limit SPAME mail volume
as reported by consumers was up but not markedly so (264 emails per week vs. 254 in 2007). Spam
remained the number-one concern about their email box, noted by 89% of respondents (consistent with
last year).The percent of email received that was Spam 56% was also consistent with2007. What have
changed are their opening practices: Only 27% opened 90% of their permission based email, while
about a third (30%) did so in 2007. In regards to what they are most likely to do with Spam, an
increasing number are deleting without reading (65% as compared to60% in 2007) and only 4% are
reading to determine whether it is of interest (as compared to 5% in 2007 and 18% in2006). The
likeliness of unsubscribe has declined markedly (from 33% in2006 to 24% in 2007).
Perhaps consumers have gotten fed up or decided the activity was futile. When asked what specifically
they were doing to eliminate or limit spam, a vocal minority, 36.1% reported using a Spam function of
their email program, 15.9%downloaded spam filtering software and13.7% created a secondary email

addressor making online purchases. A key finding of the 2005 study had been the usage of on average
2.6 email addresses per respondent. This year, respondents have clearly become tired of the complexity
of managing those accounts: this year, only 34% reported having more than two addresses while44%
reported having that many in 2007.Respondents seem to be consolidating, with an average number of
accounts at2.3 in 2007.Latent impact: nearly 46% purchase online or offline some time after clicking
through an email With more than one in-box, what do consumers consider the primary address?
Perhaps in relation to the amount of job instability and the desire of having a more permanent address,
the home address was considered the primary one. Of those with multiple addresses, 74% had a
specific email address that they used for online purchasing, with either the home address (cited by
48.3%) and a free address (cited by 39.7%) as this purchasing address. Retail-oriented email marketers
clearly need to make special efforts at improving deliverability among the major home ISPs and free
email providers as this clearly will impact overall performance. Mars & Venus: Men Really Are Different
from Women in Respect to Email Marketing Two very specific areas stand out in how men vs. women
react to email marketing: men have a much broader definition of Spam, while women are much more
likely to be active purchasers as a result of permission-based email. More men than women consider
spam to fall into these very broad definitions: 65% cited an email from a company that I have done
business with but comes too often while only 56% of women did so, 61% of men cited an email that
may have been permission based but comes too frequently while only 55% of women did so and 36%
cited any email that tries to sell me a product or service while 32% of women did so. Correspondingly,
women are more sensitive to emails of offensive subject matter (94% women vs. 91% men) .Active
purchasers, those who purchased in multiple product categories or from various types of companies
(multi-channel shoppers) after receiving an email, are more likely to be women than men. Aloof these
data points add up to online behavior that mirrors offline.
Women remain the primary household purchasers, 2007 Consumer Email Study Respondents with
multiple accounts likely to use a free one for online purchases Women more likely to be active
purchasers, multi-channel purchasers.
The fourth of Double-Click annual consumer email studies points to an increasing sophistication in
consumer usage of email functionality and a corresponding complexity of purchasing behavior. The
Spam crisis continues to affect consumer behavior online but does not necessarily cloud consumer
receptiveness to legitimate marketers: an overwhelming majority of online consumers receive offers by
email and have made a purchase online or offline as a result. Consumers are using available tools to
limit spam and are employing separate email accounts for purchasing, all in attempts to increase control
and improve their email experience. Objectives/Methodology Double-Click, working with Beyond
Interactive and the NFO//net source panel of 900,000 US consumers, polled 1,000consumers via email
from July 30 - August5, 2007. All respondents recruited use email/internet 1+ times per week, which
reflects the usage of the larger online population (94% of the 18+ online population according to
Nielsen, 2007).There was an equal segmentation of men and women and the average age was 42.7.This
is the fourth of an annual series of consumer research studies and trending information was derived
using the data from previous years. The sample mirrored previous studies and is reflective of the online
population as a whole. Key Findings The majority of consumers receive some kind of marketing email
with special offers from retailers, online merchants and catalogers most common Two to one consumers
prefer to be contacted by their favorite retailer regarding new products, services or promotions via email
rather than direct mail. Sender recognition most impacts operates, while content relevance increases
likeliness to purchase Frequency preferences, or how often respondents prefer to receive emails of
ascertain category, are very specific to the category of email but vary greatly from one Consumers
prefer to be contacted by their favorite retailer via email.