Study of Customer Satisfaction of Nike Footear With Special Reference To Kalyan City

STUDY OF CONSUMER BEHAVIOUR OF
NIKE FOOTWEAR WITH REFERENCES TO KALYAN CITY
PROJECT REPORT
ON
SUBMITTED TO
UNIVERSITY OF MUMBAI
IN PARTIAL FULFILMENT OF THE REQUIRMENTSFOR THE AWARD OF

DEGREE OF MASTER OF COMMERCE (ACCOUNTANCY)
PREPARED BY
PRIYANKA GHANSHAM VARUNGASE
ROLL NO: 87
MCOM PART -II (SEMESTER-IV)
UNDER THE GUIDANCE OF
PRINCIPAL DR.MRS.ANITA MANNA
K.M AGRAWAL COLLEGE OF ARTS, COMMERCE & SCIENCE
KALYAN(W)
2020-21
1
PROJECT REPORT
ON
STUDY OF CONSUMER BEHAVIOUR OF
NIKE FOOTWEAR WITH REFERENCES TO KALYAN CITY
SUBMITTED TO
IN PARTIAL FULFILMENT OF THE REQUIRMENTSFOR THE AWARD OF

DEGREE OF MASTER OF COMMERCE (ACCOUNTANCY)
PREPARED BY
PRIYANKA GHANSHAM VARUNGASE
ROLL NO: 87
MCOM PART -II (SEMESTER-IV)
UNDER THE GUIDANCE OF
PRINCIPAL DR.MRS.ANITA MANNA
K.M AGRAWAL COLLEGE OF ARTS, COMMERCE & SCIENCE
KALYAN(W)
2020-21
2
K. M. Agrawal college of Arts, commerce & Science, Kalyan(w)
Accredited at 'A' Grade by NAAC
CERTIFICATE
This is to certify that Miss. Priyanka Ghanshyam Varungase, Roll NO: 87 a

student of master of commerce (Accountancy)SemesterIV undertaken & completed the
project work titled " study of consumer behaviour of Nike footwear with references
to Kalyan city"during the academic year 2020-21 under the guidance of "PrincipalDr.
(Mrs) Anita manna" submitted on 15 JUNE 2021 in lieu of one subject for master of
commerce (Accountancy), University of Mumbai.
It is her own work reported by her personal findings and true to the best of my
knowledge.
PROJECT GUIED:
PRINCIPAL DR.(Mrs.) Anita Manna
EXTERNAL EXAMINER
3
DECLARATION
Madam,
Miss. PriyankaGhanshyamVarungase student of MASTER OF

COMMERCE ACCOUNTANCY (SEMESTER IV) here by declare that the project
work entitled " study of consumer behaviour of Nike footwearwith reference to
Kalyan city"is completed and submitted in K.M. AGRAWAL COLLEGE OF
ARTS,COMMERCE & SCIENCE, KALYAN(W)
I stated that the work presented in this is original in nature and to the best of my
knowledge.
SIGNATURE
Name: Priyanka Ghanshyam Varungase
Roll No: 87
4
ACKNOWLEDGEMENT
It gives me great pleasure to submit this project to the University of Mumbai as a part of curriculum of
my Master of commerce. I take this opportunity with great pleasure to present before you this project
on " Study of consumer behaviour of Nike footwear with reference to Kalyan city" which is
result of co-operation hard work and good wishes of many people No words can adequately express
my sincere thanks to all those who havehelped me in making this project a success.
I would like to thank my principal Dr. (Mrs)Anita Manna for providing the necessary facilities
required for completion of this project.
I would also express my sincere gratitude towards my project Guide Prof. Dr. (Mrs) Anita manna who
guidance and care made the project successfully.
I would like to thank the shopping in stores for their moral support and guidance and to provide me the
necessary information that I needed to complete my project.
At least I like so thanks my parents andpeers who supportedmethroughout the project.
5
INDEX
Chapter CONTENT Page No.

No.
1 Introduction
Objective
Hypothesis
Scope
Research Methodology
2 Review Of Literature
3 Study of consumer behaviour of Nike Footwear
4 Data Analysis and Interpretation
5 Findings
6 Conclusion And Suggestion
Bibliography
Webliography
Annexure
6
CHAPTER1
INTRODUCTION
Consumers are continuously choosing among the various products though they are unaware of it and
its uses, even though they are intentionally buying various brands without any knowledge about the
products. Kotler (1994), stats
That consumer buying behaviour is the study of how people buy, what they buy, when they buy and
why they buy. It is a subcategorized into marketing that blends parts from psychology, sociology,
sociopsychology, anthropology and economics. It ventures into understanding the consumer decision
making process, both individual consumers such as demographics, needs, it studies characteristics of
individual consumers such as demographics, psychographics, and behavioural variables. Also, it
attempts to assess influences on the consumer from group such as family friends, reference group, and
society in general (Armstrong et al, 2004). so, the purpose of this study is to contribute to a better
knowledge of consumer buying behaviour towards purchasing a product through internal and external
factors by taking a case study of product by two different brands the aim of the study is to understand
the factors influencing the buyer in purchasing Nike sport shoes through perception.
Nike is the world’s #1 manufacturer and marketer of athletic footwear. Almost out of the blue,
the company established itself as one of the world’s most familiar brands during the 1980s and 1990s.
as familiar as a coke bottle of big Mac, the Nike “swoosh” logo come to symbolize not just sports
culture, but street culture, as the appeal of the star players who endorsed the brand was carried onto
city streets.
7
OBJECTIVES
To find out whether pricing of product annual income of the consumers has any influence on the
buying behaviour.
To study the taste,preference,&buying behaviour of consumer in case of footwear of Nike.
Find out factor influencing the people at the time of purchasing Nike footwear.
To analyse buying behaviour of customers towards Nike footwear in Kalyan city.
8
HYPOTHESIS
Ho: pricing does not affect the buying behaviour of the consumers.
H1: pricing affects the buying behaviour of the consumers.
9
SCOPE OF THE STUD
The project report begins with a brief overview of the product category being dealt with, namely
premium quality shoes. It also dwells briefly on the history of the company and its current position and
activities.
The project moves on to the crux of the matter – the marketing plan to be followed by Nike India.
Firstly, the objectives behind this plan and the core strategy are stated. After starting the objectives and
reasoning behind them, the actual marketing programs are described in details. This includes aspects
such as pricing, advertising, promotion, sales, channels, and the company website. Suggestions are
made on each and every on of these aspects; improvements and innovations are recommended.
10
LIMITATIONS
The collected data are placed into an order. Percentages of respondents answered similarly are
calculated and placed in a table. Then this is interpreted. This involved drawing conclusion from the
gathered data interpretation changes the new information immerging from the analysis into
information that is pertinent relevant to the study.
Due to limited time period and constrained working hours for most of the respondents, the answers at
times were vague enough to be ignored.
Due to limitations of time only few people were selected for the study. So, the sample of consumer
was not enough to generalize finding of the study.
Geographical scope of the study was limited to a small area, which may not represent the whole sector
of India; size of the sample is 50, which is, of course small in comparison to entire population.
11
RESEARCH METHODOLOGY
COLLECTION OF DATA:
The primary data was collected with the help of structured, electronic questionnaire.
Secondary data was collected from journals, books and research papers with a view to supplement the
primary data.
PRIMANRY DATA:
The data that is collected first hand by someone specially for the purpose of facilitating the study is
known as a primary data. So, in this research the data is collected from respondent through
questionnaire.
SECONDARYDATA:
For the company information I had used secondary data like brochures, web site of the
company etc. The method used by me in Survey Method as the research done is Descriptive Research.
Sample size
Consumers of shoes – 50
STEPS FOLLOWED IN COMPLETING THE STUDY
Sample survey was conducted.
12
CHAPTER 2
LITTERATUREREVIEW
DE CHERNATONY AND MCDONALD (1992):

“An identifiable product, service person or place augmented in a such a way that the buyer or user
perceives relevant, unique added value which match their needs most closely” is called brand.
SANTON, ETZEL AND WALKER (1994):

States that consumers are complex in nature and keep changing constantly. In short, the understanding
of the buying behaviour of existing and potential customers is imperative for marketers.
MR. PHILLIP KNIGHT (MAY 12, 1998):

Nike’s CEO and founder Mr. Phillip’s knight spoke at the national press club in Washington, DC and
made what were, in his words, “some fairly significant announcement” regarding Nike’s policies on
working condition in its supplier factories, the announcement received favourable treatment from the
press with a New York times’ editorial suggesting that Nike’s new reforms “set a standard that other
companies should match.
13
SCHIFFINAN AND KANUK (2004):
Schiff nan and kanuka define consumer behaviour as the behaviour that customers display in searching
for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy
their needs.
KOTLER & LANE (2006):

Brand today play a number of important roles that improve consumers lives and
enhance the financial value of firms.
DROHN (2009):
Nike overcame barriers to entry by creating a platform around two key areas:
Interactivity
Connectivity
Nike+ encourages consumers to try out the Nike’s line of running shoes.
14
CHAPTER3
COMPANY PROFILE
Nike, Inc. is an American multinational corporation that is engaged in the design, development,
manufacturing and worldwide marketing and sales of footwear, apparel, equipment, accessories and
services. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It
is one of the world’s largest suppliers of athletic shoes and apparel and a major manufacturer of sports
equipment, with revenue in excess of US$24.1 billion in its fiscal year 2012 (ending May 31, 2012).
As of 2012, it employed more than 44,000 people worldwide. In 2014 the brand alone was valued at
$19 billion, making in the most valuable brand among sports businesses.
The company was founded on January 25, 1964, as Blue-Ribbon Sports, by bill Bowerman and Phil
Knight, and officially become Nike, Inc. on May 30, 1971. The company takes its name from Nike
Golf, Nike pro, Nike+, Air Jordan, Nike Blazers, Air Force 1, Nike Dunk, Air Max, Composite, Nike
skateboarding, and subsidiaries including Brand Jordan Hurley International and Converse. Nike also
owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008, and previously owned Cole
Hana and Umbro. In addition to manufacturing sportswear and equipment, the company operates retail
stores under the Nike town name. Nike sponsors many high-profile athletes and sports teams around
the world, with the highly recognized trademarks of “Just Do It” and the swoosh logo.
15
History
A Nike factory Store in Vaughan Mills
Nike, originally known as Blue Ribbon Sports (BRS), was founded by University of Oregon track
athlete Phill Knight and his coach, Bill Bowerman, on January 25, 1964. The company initially
operated in Eugene, Oregon as a distributer for Japanese shoe maker Onitsuka tiger, making most sales
at track meets out of Knight’s automobile.
According to Otis Davis, a University of Oregon student athlete coached by Bowerman and Olympics
gold medallist at the 1960 Summer Olympics, his coach made the first pair of Nike shoes for him,
contradicting a claim that they were made for Phil Knight. According to Davis, “I told Tom Brokaw
that I was the first. I don’t care what all the billionaires say. Bill Bowerman made the first pair of shoes
for me. People don’t believe me. In fact, I didn’t like the way they felt on my feet. There was no
support and they were too tight. But I saw Bowerman made them from the waffle iron, and they were
mine”.
In its first year in business, BRS sold 1,3000 pairs of Japanese running shoes grossing $8,000. By 165,
sales had reached $20,000. In 1966, BRS opened its first retail store at 3107 Pico Boulevard in Santa
Monica, California. In 1967, due to increasing sales, BRS expanded retail and distribution operations
on the East Coast, in Wellesley, Massachusetts.
16
By 1971, the relationship between BRS and Onitsuka Tiger came to an end. BRS preferred to launch
its own line of footwear, which was rebranded as Nike, and would bear the Swoosh newly designed by
Carolyn Davidson. The Swoosh was first used by Nike on June 18, 1971, and was registered with the
U.S Patent and Trademark Office on January 22, 1974.
In 1976, the company hired John Brown and Partners, based in Seattle, as its first advertising agency.
The following year, the agency created the first “brand ad” for Nike, called “There is no finish line”, in
which no Nike product was shown. By 1980, Nike had attained, and the company went public in
December of that year.
Throughout the 1980s, Nike expanded its product line to encompass many sports and regions
throughout the world. In 1990, Nike moved into its eight-building World Headquarters campus in
Beaverton, Oregon. The first Nike retail store, dubbed Nike town, opened in downtown Portland in
November of that year.
Phil Knight announced in mid-2015 that he would step down as a chairman of Nike in 2016. He
officially stepped down from all duties with the company on June 30, 2016.
In a company public announcement on March 15, 2018, Nike CEO Mark Parker said Trevor Edwards,
a top Nike executive who was seen as a potential successor to the chief executive who was seen as a
potential successor to the chief executive, was relinquishing his position as Nike’s brand president and
would retire in August.
In October 2019, John Donahoe was announced as the next CEO, and succeeded Parker on January
13,2020. In November 2019, the company stopped selling directly through Amazon, focusing more on
direct relationships with customers.
17
CHAPTER 4
DATA ANALYSIS
1. Do you like Nike footwear products?
Customer’sopinion No. of Responses

yes 39
no 11
total 50
No. of Responses
11; 22%
yes
no
39; 78%
18
INTERPRETATION
There, it is observed that most of the respondents like Nike footwear.39 of respondents are say that
they like Nike footwear most. And 11 of respondents are say that they don’t like Nike footwear.
2. Did you buy Nike footwear products?
Customer’sopinion No. of Responses

yes 42
no 8
total 50
No. of Responses
8; 16%
yes
no
42; 84%
19
INTERPRETATION
Therefore, it is observed that most respondents have buy Nike footwear. As per above table, 8
no. of respondents are saying that they buy Nike footwear. And 42 no. of respondents are saying that
they are not buy any Nike footwear.
3. Do you prefer brand product?
Customer’s opinion No. of Responses

yes 35
no 15
total 50
No. of Responses
15; 30%
yes
no
35; 70%
INTERPRETATION
20
35 respondents responded that they prefer branded products, 15 respondents responded
that they do not prefer using branded products.
opinion No. of Responses

yes 30
no 20
total 50
4. Do you prefer wearing Nike sport shoes?
No. of Responses
yes
20; 40%
no
30; 60%
21
Adidas 13
Nike 20
Reebok 7
Puma 10
total 50
INTERPRETATION
30respondents responded that they prefer wearing sports shoes while 20 responded that they don’t
prefer waring sports shoes.
5. Which brand does you like the most?
22
No. of Responses
25
20
15
10 20
13
5 10
7
0
Adidas Nike Reebok Puma
No. of Responses
INTERPRETATION
As per the above table, most of responses are like Nike footwear. 20 no. of respondents are like Nike
footwear and 13 no. of responses are like Adidas footwear. 7 no. of responses are like Reebok. As well
as 10 no. of responses are like Puma footwear.
6. Are you satisfied with the price range?
customers opinion No. of Responses

yes 27
no 23
total 50
23
No. of Responses
yes
no
23; 46%
27; 54%
INTERPRETATION
As per the above table, 27 responses responded that they are
satisfied with the price range of their preferred brand. 23 responses responded that they
are not satisfied with the price range of their preferred brand.
7. Do you like Nike shoes design?

yes 40
no 10
total 24 50
No. of Responses
10; 20%
yes
no
40; 80%
INTERPRETATION
40 respondents are sayingthat they like Nike shoes design while 10 responded that they don’t like Nike
shoes design.
8. Is there any impact of advertisement on selection of brand?
25
yes 28
no 12
total 50
No. of Responses
12; 30%
yes
no
28; 70%
INTERPRETATION
As per the above table, 28 respondents that advertisement has an
impact on their selection of brands while 22 respondents responded that advertisement
does not have any impact on their selection of brand.
9. What factors influence you to go to a particular brand?

Quality 26
23
Price 17
Variety 10
No. of Responses
10; 20%
Quality
Price
23; 46% Variety
17; 34%
INTERPRETATION
As per the above table, 23 respondents responded the quality is
the main factors which influence them to go for a particular brand. 17 persons
responded that price is the main factor which influence their decision. 10 persons
responded variety influence them in a particular brand.
10. Whatkind of promotional tool do you prefer?

Lucky coupon 8
Free gifts 12
27
Discount 30
No. of Responses
8; 16%
Lucky coupon
Free gifts
Discount
12; 24%
30; 60%
INTERPRETATION
As per above table, 8 respondents responded that they prefer lucky
coupon technique for promotion. 12 persons responded that they prefer free gift
technique as a promotional tool. While majority of the respondents 30 seemed to
favoured the discount technique.
FINDINGS
28
Majority of respondents are aware about the various range of products provided by the Nike brands
through different kinds of advertisements.
Majority of the agreed that Nike Brands are worth purchasing.
Majority of customers feel that Nike shoes are better than its competitors in packaging and its Trendy
looks.
Majority of the customers are not aware of after purchase service of Nike shoes, it indicates that Nike
is failed in giving proper information and awareness on the after-purchase service.
Majority of respondents use Nike shoes only; this shows the loyalty of customers towards the Nike
brand shoes.
The study shows that Nike shoes have a good opinion among the customers and it can be further
improved and developed by providing more and detailed information of various offers, discounts and
promotions related to their products and also services.
29
SUGGESTIONS
Nike is preferred over adidas.

Half of the population prefers buying Nike sportswear products.
Durability and comfort are the main concern for buying shoes.
Rebook and puma are the least preferred brand of shoes and sportwear.
More than half of the population thinks that Nike should introduce new range of shoes.
As my time over there as a dedicated trainee customer relationships officer, I’ve learnt
that there could have been changes which may/may not contribute to the profits of the branch. These
include
(A) Employment of more staff- adequate workforce, I believe, contributed to the overall
success of a detail outlet and in this case. The store was lacking in dealing with multitude of
customers on their occasions but still a potential threat if continuous the HQ needs to pay
attention to the workforce.
30
CONCLUSION
Nike is the preferred brand of shoes and other sports accessories among public. More than half of the
populations visits the Nike showroom once in a month. more than half of the population believes than
Nike advertisement are satisfactory.
So, from my time on this internship, I have a learnt a bunch of things which I further state in this as my
concluding remarks to this project report of my time there as an intern for Nike footwear brand store.
I’ve learnt the virtues of customer relationship management through proper interactive conversations
and surveying them on their actions and desires has given me great insight into consumer perspective.
I have learnt a great deal with the help of my industrial mentor Mr. Aneesh Mehta who has guided me
through these enlightening four weeks that helped me gather real life experiences
With customer relations and what it meant to be a customer relation officer.
The whole experience was very enriching and helped me attain the privilege of a person and am
thankful to those around me that have helped me attain the privilege of doing the internship and
customer relations research in the respective branch.
31
RECOMMENDATIONS
The deciding factors for buying shoes for people are mainly comfort, quality and brand name, whereas,
packaging and personality do not matter to people.
30% of the respondents are brand loyal to Nike, 26% people regularly shift to other brands of shoes.
This means that larger number of people prefer Nike over other brands.
74% of the people are brand conscious while purchasing shoes for themselves, whereas 26%do not
consider brand name as a deciding factor for buying shoes.
When the respondents were asked about their brand preference, 40% said that they prefer Nike, 16%
preferred adidas, 22% preferred puma, 12% went rebook and remaining 10% said that they would
prefer other brands. This means that most of the people prefer buying Nike shoes.
90% of the population is satisfied with the Nike products.
60% total population visit the Nike showroom one in a month.
32
BIBLOGRAPHY
BOOKS:
Berry L.L (1995) “Relationship marketing of service – growing interest, emerging
perspectives.
Homer. P. Kahle L. R. (1998) a structural equation test of the value attitude – behaviour – hierarchy”.
Howard J (1989) consumer behaviour in marketing strategy, Englewood Cliffs.
Kotler, Philip. (1999) marketing management, Prentice Hall of Indi’s Pvt. Ltd
Kothari, C, R (2001): Research Methodology, Vishwa Publication.
33
WEBLIOGRAPHY
www.nike.com
www.webcrawler.com
www.google.com
www.researchandmarkets.com
www.wikipedia.com
www.scribd.com
www.studymode.com
34
REFERENCE
1. Chronic, A. (2015). Substantiating Byzantium: The role of artifacts in the co-construction of

narratives. J. Consumer Behave., 14(3), PP.180-192.
2. Fitchett, J. and Caruana, R. (2014). Exploring the role of discourse in marketing and consumer
research. Consumer Behave., 14(1), PP.1-12.
3. Harman, S. (2011) Governing Health Risk by Buying Behaviour. Political Studies, 59(4), PP.
867-883.
4. Schwarzkopf, S. (2015). Measurement device and the psychology of consumer behaviour A

posthuman genealogy of neuromarketing. Bio Societies.
5. Stole, I. and pet jack, k. (2013). The research of buying behaviour among group buyers: the
case of Croatia. IJKBD, (4), P. 382.
6. Trinh, G. (2014). A stochastic model of consideration set sizes. J. consumer Behave., 14(3),
pp.158-164.
35
ANNEXTURE
QUESTIONNAIRE
Personal details:
1. NAME: _________________________________
2. AGE: ___________________
3. GENDER: _______________________
4. EMAILID: ________________________________
5. MARRAITALSTATUS: ______________________
6. PROFFESSION: _____________________________
1. DID YOU BUYED NIKE FOOTWEAR PRODUCTS?

YES
NO
2. DO YOU LIKE NIKE FOOTEWEAR PRODUCTS?
YES
NO
3. DO YOU THINK OF NIKE FOOTWEAR IS EXPENSIVE?
YES
NO
4. DO YOU PREFER BRAND PRODUCT?
YES
NO
5. WHAT KIND OF PROMOTIONAL TOOL DO YOU PREFER?
LUCKY COUPON
FREE GIFTS
DISCOUNT
6. ARE YOU SATISFIED WITH THE QUALITY OF YOUR PREFERED BRAND?

YES
NO
36
7. DO YOU LIKE NIKE SHOES DESIGN?
YES
NO
8. DO YOU HAVE NIKE SHOES?
YES
NO
9. IN NIKE SHOES, YOU PREFER MOSTLY WHITE AND BLACK SHOES?
YES
NO
10. DO YOU KNOW NIKE IS OFFERING PERSONALIZED OR CUSTOMIZED

FOOTWEAR?
YES
NO
11. ARE YOU BRAND CONSCIOUS OF FOOTWEAR?

YES
NO
12. WHICH IS THE MOST IMPORTANT ELEMENT WHEN YOU SELECT FOOTWEAR
BRAND?
QUALITY
PRICE
13. DO YOU THINK NIKE SHOES ARE LIGHT WEIGHTED?

YES
NO
14. DO YOU THINK THERE ARE VARIOUS TYPES OF SHOES AVAILABLE IN NIKE?
YES
NO
37
15. WHAT ARE THE DIFFERENT TYPES OF SHOES YOU WEAR?
FORMAL
CASUAL
SPORTS
16. IS THERE ANY IMPACT OF ADVERTISMENT ON SELECTION OF BRAND?

YES
NO
17. DOES NIKE COMPANY BRAND NAME REFLECT ITS PRODUCT QUALITY?
YES
NO
18. DO YOU THINK WEIGHT IS A FACTOR OF CHOOSING BRAND?
YES
NO
19. WILL PURCHASE ANOTHER BRAND WITH SAME QUALITY?
YES
NO
20. ARE YOU SATISFIED WITH THE PRICE RANGE?
YES
NO
21. WOULD YOU LIKE TO RECOMMEND OTHERS TO BUY NIKE SHOES?
YES
NO
22. IF YOU WANT TO BUY A SPORTS FOOTWEAR, IS NIKE A GOOD CHOICE?
YES
NO
23. WHAT FACTORS INFLUENCE YOU TO GO TO A PARTICULAR BRAND?
QUALITY
PRICE
VARIETY
38
24. DO YOU THINK ADVERTISEMENT AFFECT YOUR PURCHASING DECISION?
YES
NO
25. DO YOU THINK NIKE IS IN HIGH DEMAND?
YES
NO
39
ANNEXTURE
QUESTIONNAIRE
Personal details:
1. NAME: _________________________________
2. AGE: ___________________
3. GENDER: _______________________
4. EMAILID: ________________________________
6. PROFFESSION: _____________________________

YES
NO
YES
NO
YES
NO
YES
NO
LUCKY COUPON
FREE GIFTS
DISCOUNT

YES
NO
40
YES
NO
YES
NO
YES
NO

FOOTWEAR?
YES
NO

YES
NO
BRAND?
QUALITY
PRICE

YES
NO
YES
NO
41
FORMAL
CASUAL
SPORTS

YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
QUALITY
PRICE
VARIETY
42
YES
NO
YES
NO
43
ANNEXTURE
QUESTIONNAIRE
Personal details:
1. NAME: _________________________________
2. AGE: ___________________
3. GENDER: _______________________
4. EMAILID: ________________________________
6. PROFFESSION: _____________________________

YES
NO
YES
NO
YES
NO
YES
NO
LUCKY COUPON
FREE GIFTS
DISCOUNT

YES
NO
44
YES
NO
YES
NO
YES
NO

FOOTWEAR?
YES
NO

YES
NO
BRAND?
QUALITY
PRICE

YES
NO
YES
NO
45
FORMAL
CASUAL
SPORTS

YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
QUALITY
PRICE
VARIETY
46
YES
NO
YES
NO
47
ANNEXTURE
QUESTIONNAIRE
Personal details:
1. NAME: _________________________________
2. AGE: ___________________
3. GENDER: _______________________
4. EMAILID: ________________________________
6. PROFFESSION: _____________________________

YES
NO
YES
NO
YES
NO
YES
NO
LUCKY COUPON
FREE GIFTS
DISCOUNT

YES
NO
48
YES
NO
YES
NO
YES
NO

FOOTWEAR?
YES
NO

YES
NO
12. WHICH IS THE MOST IMPORTANT ELEMENT WHEN YOU SELECT FOOTWEAR?
BRAND
QUALITY
PRICE

YES
NO
YES
NO
49
FORMAL
CASUAL
SPORTS

YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
QUALITY
PRICE
VARIETY
50
YES
NO
YES
NO
51
ANNEXTURE
QUESTIONNAIRE
Personal details:
1. NAME: _________________________________
2. AGE: ___________________
3. GENDER: _______________________
4. EMAILID: ________________________________
6. PROFFESSION: _____________________________

YES
NO
YES
NO
YES
NO
YES
NO
LUCKY COUPON
FREE GIFTS
DISCOUNT

YES
NO
52
YES
NO
YES
NO
YES
NO

FOOTWEAR?
YES
NO

YES
NO
BRAND?
QUALITY
PRICE

YES
NO
YES
NO
53
FORMAL
CASUAL
SPORTS

YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
QUALITY
PRICE
VARIETY
54
YES
NO
YES
NO
55

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STUDY OF CONSUMER BEHAVIOUR OF

NIKE FOOTWEAR WITH REFERENCES TO KALYAN CITY

IN PARTIAL FULFILMENT OF THE REQUIRMENTSFOR THE AWARD OF

PRIYANKA GHANSHAM VARUNGASE

MCOM PART -II (SEMESTER-IV)

UNDER THE GUIDANCE OF

PRINCIPAL DR.MRS.ANITA MANNA

K.M AGRAWAL COLLEGE OF ARTS, COMMERCE & SCIENCE

STUDY OF CONSUMER BEHAVIOUR OF

NIKE FOOTWEAR WITH REFERENCES TO KALYAN CITY

IN PARTIAL FULFILMENT OF THE REQUIRMENTSFOR THE AWARD OF

PRIYANKA GHANSHAM VARUNGASE

MCOM PART -II (SEMESTER-IV)

UNDER THE GUIDANCE OF

PRINCIPAL DR.MRS.ANITA MANNA

K.M AGRAWAL COLLEGE OF ARTS, COMMERCE & SCIENCE

K. M. Agrawal college of Arts, commerce & Science, Kalyan(w)

Accredited at 'A' Grade by NAAC

This is to certify that Miss. Priyanka Ghanshyam Varungase, Roll NO: 87 a

PRINCIPAL DR.(Mrs.) Anita Manna

Miss. PriyankaGhanshyamVarungase student of MASTER OF

Name: Priyanka Ghanshyam Varungase

At least I like so thanks my parents andpeers who supportedmethroughout the project.

Chapter CONTENT Page No.

3 Study of consumer behaviour of Nike Footwear

4 Data Analysis and Interpretation

6 Conclusion And Suggestion

To study the taste,preference,&buying behaviour of consumer in case of footwear of Nike.

To analyse buying behaviour of customers towards Nike footwear in Kalyan city.

H1: pricing affects the buying behaviour of the consumers.

DE CHERNATONY AND MCDONALD (1992):

SANTON, ETZEL AND WALKER (1994):

MR. PHILLIP KNIGHT (MAY 12, 1998):

KOTLER & LANE (2006):

1. Do you like Nike footwear products?

Customer’sopinion No. of Responses

2. Did you buy Nike footwear products?

Customer’sopinion No. of Responses

3. Do you prefer brand product?

Customer’s opinion No. of Responses

opinion No. of Responses

4. Do you prefer wearing Nike sport shoes?

5. Which brand does you like the most?

6. Are you satisfied with the price range?

customers opinion No. of Responses

7. Do you like Nike shoes design?

opinion No. of Responses

8. Is there any impact of advertisement on selection of brand?

customers opinion No. of Responses

9. What factors influence you to go to a particular brand?

customers opinion No. of Responses

10. Whatkind of promotional tool do you prefer?

Majority of the agreed that Nike Brands are worth purchasing.

Nike is preferred over adidas.

1. Chronic, A. (2015). Substantiating Byzantium: The role of artifacts in the co-construction of

4. Schwarzkopf, S. (2015). Measurement device and the psychology of consumer behaviour A

1. DID YOU BUYED NIKE FOOTWEAR PRODUCTS?

6. ARE YOU SATISFIED WITH THE QUALITY OF YOUR PREFERED BRAND?

9. IN NIKE SHOES, YOU PREFER MOSTLY WHITE AND BLACK SHOES?

10. DO YOU KNOW NIKE IS OFFERING PERSONALIZED OR CUSTOMIZED

11. ARE YOU BRAND CONSCIOUS OF FOOTWEAR?

13. DO YOU THINK NIKE SHOES ARE LIGHT WEIGHTED?

16. IS THERE ANY IMPACT OF ADVERTISMENT ON SELECTION OF BRAND?