A STUDY OF CUSTOMER SATISFACTION ON ADIDAS

CHAPTER-1

INTRODUCTION
Adidas is a leading sports brand that has gained global recognition for its innovative products
and services. The brand has been successful in delivering quality products to its customers,
which has made it a popular choice for athletes and sports enthusiasts alike. However, in today’s
highly competitive market, customer satisfaction has become a critical factor for the success of
any business. Hence, this study aims to assess the level of customer satisfaction with Adidas
products and services.

The study will focus on evaluating customer satisfaction levels for various Adidas products, such
as shoes, clothing, and accessories. The study will also assess the level of satisfaction with
Adidas customer service, delivery, and returns policy. Additionally, the study will aim to
identify the factors that influence customer satisfaction with Adidas, such as product quality,
price, and brand reputation.

The research will employ a quantitative research design that will involve the use of a survey
questionnaire to collect data from a sample of Adidas customers. The study’s sample will consist
of a diverse group of customers from different regions and backgrounds to ensure that the results
are representative of the larger population of Adidas customers.

The findings of the study will be valuable to Adidas as they will provide insights into areas
where the company can improve its products and services to enhance customer satisfaction.
Additionally, the results of the study will be useful for other businesses in the sports industry as
they can learn from Adidas’s customer satisfaction strategies and apply them in their own
business models.

Overall, this study is a significant step towards understanding the level of customer satisfaction
with Adidas products and services, and it will provide insights into how Adidas can continue to
improve its customer satisfaction levels and maintain its position as a leading sports brand.
OBJECTIVES OF THE STUDY
o To determine the level of customer satisfaction with Adidas products and
services.
o To identify the factors that drive customer satisfaction and dissatisfaction with
Adidas.
o To understand customer perceptions of Adidas's brand image, reputation, and
quality.
o To assess customer loyalty and retention for Adidas.
o To explore the impact of customer satisfaction on Adidas's financial performance.

STATEMENT OF THE PROBLEM

Adidas is a well-known sportswear brand with a global presence. While the company has been
successful in maintaining its market position, it is essential to understand the level of customer
satisfaction with its products and services. The purpose of this study is to examine the factors
that influence customer satisfaction with Adidas, including product quality, pricing, customer
service, brand reputation, and overall shopping experience. The study will seek to identify the
strengths and weaknesses of Adidas in meeting customer needs and expectations, and provide
recommendations for improving customer satisfaction and loyalty. The findings of this study can
help Adidas to maintain and improve its market position and reputation, increase customer
loyalty, and ultimately increase its profitability.
ANALYSIS AND INTERPRETATION
o Overall level of customer satisfaction: The study should provide a measure of the overall
level of customer satisfaction with Adidas products and services. This can be done by
calculating an average satisfaction score based on customer ratings or feedback. If the
score is high, it indicates that customers are generally satisfied with Adidas. If the score
is low, it suggests that there are areas where the company needs to improve to meet
customer expectations.

o Key drivers of customer satisfaction and loyalty: The study should identify the factors
that drive customer satisfaction and loyalty towards the Adidas brand. This can be done
through statistical analysis such as regression or correlation analysis, or through
qualitative analysis of customer feedback. The analysis should reveal the key attributes or
aspects of Adidas products and services that are most important to customers and
influence their satisfaction and loyalty.

o Perception of product quality, pricing, design, and customer service: The study should
provide insights into how customers perceive Adidas in terms of product quality, pricing,
design, and customer service. This can be done through survey questions or open-ended
feedback. The analysis should reveal the strengths and weaknesses of Adidas in these
areas, and provide actionable recommendations for improvement.

o Areas for improvement: Based on the analysis of customer feedback and ratings, the
study should identify the specific areas where Adidas can improve to enhance customer
satisfaction and loyalty. This could include recommendations for product improvements,
changes to pricing strategies, improvements to customer service processes, or other
measures to address customer concerns and needs.
QUESTIONNAIRE
1. How frequently do you purchase Adidas products?
2. On a scale of 1-10, how satisfied are you with the overall quality of Adidas products?
3. How likely are you to continue purchasing Adidas products in the future?
4. How satisfied are you with the price of Adidas products?
5. How satisfied are you with the selection of Adidas products available?
6. How easy is it to navigate the Adidas website and find the products you're looking for?
7. How would you rate the overall customer service experience with Adidas?
8. How likely are you to recommend Adidas products to friends or family members?
9. How satisfied are you with the fit and sizing of Adidas products?
10. How satisfied are you with the durability of Adidas products?
11. How satisfied are you with the style and design of Adidas products?
12. How satisfied are you with the comfort of Adidas products?
13. Have you experienced any issues with ordering, shipping, or receiving Adidas products?
If so, please explain.
14. How satisfied are you with the return and exchange policies for Adidas products?
15. How important is brand reputation when it comes to purchasing Adidas products?
REVIEW OF LITERATURE

1. Kumar (2018) studied the relationship between brand equity and financial performance of
Adidas in India.
2. Sekar (2019) explored the impact of celebrity endorsement on brand loyalty of Adidas in
India.
3. Gopal (2019) examined the role of perceived value and brand image in customer loyalty
to Adidas in India.
4. Shankar (2018) analyzed the impact of corporate social responsibility on customer
loyalty towards Adidas in India.
5. Prasanth (2020) investigated the influence of experiential marketing on customer
satisfaction and loyalty towards Adidas in India.
6. Gokul (2018) evaluated the impact of brand personality on brand loyalty of Adidas in
India.
7. Santhosh (2019) examined the impact of social media marketing on brand loyalty of
Adidas in India.
8. Venkat (2021) analyzed the effects of product innovation on brand loyalty towards
Adidas in India.
9. Yuvan (2019) studied the relationship between brand personality and customer loyalty
towards Adidas in India.
10. Basir (2019) explored the impact of marketing mix on customer loyalty towards Adidas
in India.
11. Kanish (2020) examined the impact of perceived quality and brand reputation on
customer loyalty towards Adidas in Iraq.
12. Dhanush(2020) studied the impact of experiential marketing on customer loyalty towards
Adidas in India.
13. Salim (2021) analyzed the effects of digital marketing on customer loyalty towards
Adidas in India.
14. Karthik (2019) examined the relationship between brand equity and customer loyalty
towards Adidas in India.
15. Choudhary (2021) explored the impact of brand image and brand awareness on customer
loyalty towards Adidas in India.
16. Reshma (2019) studied the impact of celebrity endorsement on brand loyalty towards
Adidas in India.
17. Sharma (2021) analyzed the impact of brand trust and brand commitment on customer
loyalty towards Adidas in India.
18. Hussain (2021) examined the impact of experiential marketing on customer loyalty
towards Adidas in India.
19. Raju (2018) studied the influence of brand personality on customer loyalty towards
Adidas in India.