CHAPTER-1

INTRODUCTION AND DESIGN OF THE STUDY

INTRODUCTION
Customer satisfaction, a term frequently used in marketing is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals."
In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a
customer satisfaction metric very useful in managing and monitoring their businesses. It is seen
as a key performance indicator within business and is often part of a Balanced Scorecard. In a
competitive marketplace where businesses compete for customers, customer satisfaction is seen
as a key differentiator and increasingly has become a key element of business strategy

Provides a leading indicator of consumer purchase intentions and loyalty. Customer satisfaction
data are among the most frequently collected indicators of market perceptions. Their principal
use is twofold
1. Within organizations, the collection, analysis and dissemination of these data send a message
about the importance of tending to customers and ensuring that they have a positive experience
with the company’s goods and services.
2. Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will make
further purchases in the future. Much research has focused on the relationship between c
1.2 STATEMENT OF THE PROBLEM

Adidas is one of the customer durable specially for shoes & shirts for Adidas products. Different
products of Adidas products are available in the market. Customer prefers a high quality and low price
product and attractive models Most of the customers are satisfied with new models and some of the
customers prefer other types. Each product differs from one another in terms of price, quantity etc So
the manufacture has to consider the opinions of the . In this context, the researcher is interested in
studying the customer's satisfaction towards the Adidas products

1.3. OBJECTIVES OF THE STUDY

The following are the objectives of the study:

 To know the factors influencing while choosing the Adidas products

 To measure the level of satisfaction towards Adidas products To find out the
problems faced by the respondents

 To offer valuable suggestion for the improvement of the product

1.4 SCOPE OF THE STUDY

The study has a wide scope in analyzing the customer satisfaction, usage and awareness
regarding Adidas product .the study is confined to the factors influencing the respondents to purchase
the product and problems faced by them while using the products. It gives valuable information that
may help the company to improve itself.

1.5. RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. This

study will be helpful in evaluating the attitude of procedure.

AREA OF THE STUDY

The data for the study has been collected from the respondents .
PERIOD OF THE STUDY
The study was conducted for a period of six months

SAMPLING DESIGN

The sampling design of the study was conducted by using the convenient sampling

method.

SAMPLING SIZE

Samples of 100 different respondents are taken for the study All the level of
respondents was taken them into consideration while collecting the data.
METHODS OF DATA COLLECTION

DATA SOURCE

a) PRIMARY DATA
Primary data are those which are collected for the first and they are original m
Character Primary data has been collected from a sample of respondents through
structured Questionnaires

b) SECONDARY DATA

Secondary data refer to information gathered by someone other than the Researcher
condition the current study In this study, secondary data were collected From books, journals
newspaper, Adidas websites and various websites.

TOOLS FOR ANALYSIS

 Data's collected through questionnaire were presented in a master table From the

master tables, sub tables were prepared. The statistical tools were employed for the

purpose of analyzing data are:

 Percentage analysis

 square test

 Weighted average ranking score analysis

PERCENTAGE ANALYSIS
Percentage analysis refers to a special kind of ratio. Percentage is used in making comparison between
two or more serious of data. Percentage are used to describe relationship some percentage reduce
everything to a common base. It allows a meaningful comparison

Percentage = No. of respondents X 100

Total us of respondents

CHI-SQUARE TEST

The chi-square analysis is mainly used to the independence of two factors in other words the chi-square
analysis performed to test significance of one factor over the other.

2 2
x =∑(0−e)
E
Where, O-refers to the observed frequency

E-refers to the expected frequency

LEVEL OF SIGNIFICANCE
 The probabilities date the level of satisfaction regarding the Adidas products and
research provided the conclusion drawn. The same technique is used in the chi square test and
table values of x 2 are available at various probabilities lever These level are called level of
significance usually the value of chi-square is at 5%level of significance

WEIGHTED AVERAGE RANKING SCORE ANALYSIS

Weighted average is also called as means is the most common and widely used to measure
central tendency Weighted average of a series is calculated try dividing the total value if the
variable terms by their number. The researchers used weighted average method to analysis the
rank of various factors

Weighted Average= Total X 100

No .of Respondent X no .of items

1.6 Limitations of the Study:

While surveying I encounter with some problem like:

In some of The retail show room sit is not allowed to get the questionnaire filled.

 Many of the respondents were not willing to fill the questionnaire.

 Another problem which I faced difficulties in collecting information regarding our questionnaire.

 Another problem o face was that people were hesitating to give information about the

Reviews freely.

 Stringent rules of labeling in the developed country markets have adversely affected growth in
export trade