DISSERTATION REPORT

ON
“A study on consumer preferences and satisfaction towards puma “
Submitted to
Faculty of Management
In partial fulfilment of the requirement of the award for the degree of

Integrated masters of business administration

GLS University

Under the Guidance Of

Prof. (Dr.) Dharmesh N.
Adesara

Submitted By:
Smit Dayma
(202100510010054)
Tanish Shah
(202100510010335)
Batch: 2021-26
 PREFACE
As a part of Integrated MBA Curriculum and in order to gain practical knowledge in the field of
Management, we have prepared a report on “ A study on consumer preferences and satisfaction
towards puma”. The Integrated MBA programme s a well-structured and integrated course of
business management at GLS University. The main objective of preparing the Dissertation at IMBA
level is to develop skills in students by providing them an opportunity to relate practical experience
with the theoretical concepts and principles of business management.
 INSTITUTE’S CERTIFICATE
It is to clarify that this Dissertation report titled “ A study on consumer preferences and
satisfaction towards puma ”. Mr.Smit Dayma and Mr.Tanish Shah, who carried out the research
under my supervision.

Prof. Dr. Dharmesh N. Adesara Dr. Hitesh Ruparel

Faculty Guide Dean, FOM
 ACKNOWLEDGEMENT
Dissertation Project has provided us with an opportunity to gain information from different sectors.
It was an experience of applying the concepts as well as the knowledge learned during classrooms in
real life practical situations.

Every Project Report is a culmination of a student’s endeavour to gain optimum experience during a
short valuable tenure. This Project is dedicated to all the people to whom we met, talked, took
guidance and learnt many things from them.

We take immense pleasure in taking this as an opportunity to express our deepest gratitude to all
those people whose guidance and support has made it possible for us to complete this project
successfully.

First and foremost, we would like to convey our heartiest thanks to GLS University for providing us
with the huge platform for doing this Dissertation Project.

We are thankful to our Dean, Faculty of Management, Dr. Hitesh Ruparel for providing us
constant support from the institute. Our deepest gratitude to our project guides Prof.Dr. Dharmesh
N. Adesara , Faculty Guide who in spite of their busy schedules have provided us with their
invaluable guidance, suggestions and directions, which enabled us during all stages of this project.

Finally we would like to convey our deepest regard to everyone who have directly or indirectly
helped us in accomplishing this project.
 DECLARATION
We hereby declare that the report for Dissertation entitled “A study on consumer preferences and
satisfaction towards puma” is a result of my team work and our indebtedness to other work
publications, references, if any, have been duly acknowledged.

Name Enrollment No. Signature

Smit Dayma 202100510010054

Tanish Shah 202100510010335

Date:
Place: Ahmedabad
SR. NO. PARTICULARS PAGE NOS.
PART – I GENERAL INFORMATION

1 About the Industry

World Market
Indian Market
Scenario about particular industry in Gujarat
Growth of the industry in India & Gujarat
About Major Companies in the Industry and Product
2 profile
PART – II PRIMARY STUDY
3 Introduction of the Study
3.1 Background of the Study
3.2 Literature Review
3.3 Problem Statement
3.4 Objectives of the Study

4 Research Methodology
4.1 Research Design
4.2 Source/s of Data
4.3 Data Collection Method
4.4 Population
4.5 Sampling Method
4.6 Sampling Frame
4.7 Date Collection Instrument
4.8 Hypothesis Testing (If applicable)
4.9 Beneficiaries of the study
5 Data Analysis and Interpretation
6 Findings
7 Limitations of the Study
8 Suggestions/Conclusion

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 Industry Overview

 Puma, a renowned global sportswear and athletic footwear brand, has established itself as a key
player in the competitive sports and lifestyle industry. With a rich history dating back to its founding
in 1948 by Rudolf Dassler, the brother of Adidas founder Adi Dassler, Puma has undergone
significant transformations to become a symbol of innovation and style.

 One of Puma's strengths lies in its diverse product portfolio, catering to various sports and lifestyle
segments. The brand excels in producing athletic footwear, apparel, and accessories, making it a go-
to choice for both professional athletes and fashion-conscious consumers. Puma's commitment to
performance and design has resulted in collaborations with high-profile athletes and celebrities,
enhancing its market appeal.

 In recent years, Puma has strategically positioned itself as a lifestyle brand, transcending its athletic
roots. This shift is evident in partnerships with influencers and celebrities, such as Rihanna and
Selena Gomez, who have curated collections that blend sportswear with contemporary fashion. This
approach has broadened Puma's consumer base, attracting not only sports enthusiasts but also those
seeking fashionable and comfortable everyday wear.

 Geographically, Puma has a robust global presence, with a strong focus on key markets like North
America, Europe, and Asia. The brand's ability to navigate and adapt to regional trends and
preferences has contributed to its sustained success across diverse cultural landscapes. Moreover,
Puma's investment in e-commerce and retail channels has facilitated widespread accessibility,
ensuring a seamless shopping experience for customers worldwide.

 In terms of innovation, Puma has consistently pushed boundaries in product development and
sustainability. The brand has introduced cutting-edge technologies in its footwear, enhancing
performance and comfort. Simultaneously, Puma has embraced eco-friendly initiatives, incorporating
sustainable materials and manufacturing processes to reduce its environmental impact—a crucial
consideration in today's conscious consumer landscape.

 Financially, Puma has demonstrated resilience and growth, reflected in its consistent revenue
increases. The company's strategic initiatives, coupled with effective marketing campaigns and
collaborations, have contributed to its strong market position and positive financial performance.
However, Puma faces challenges in navigating the dynamic nature of consumer preferences and the
ever-evolving competitive landscape.

 Looking ahead, Puma's success will hinge on its ability to maintain a delicate balance between its
athletic and lifestyle segments, staying attuned to market trends, and continuously innovating. The
brand's agility and capacity to engage with diverse consumer demographics will be pivotal in
securing its position as a leading force in the global sports and lifestyle industry.

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 Indian Market

 The Indian market for Puma, a renowned global sportswear and lifestyle brand, has experienced
significant growth and market penetration over the years. Puma's entry into the Indian market dates
back to the early 2000s, and since then, the brand has strategically positioned itself to cater to the
diverse needs of the country's dynamic consumer base.

 Puma's success in India can be attributed to its ability to blend performance-oriented sportswear with
trendy and fashionable designs that resonate with the youth, a dominant demographic in the country.
The brand has successfully tapped into the growing fitness and athleisure trend, capturing the
attention of not just athletes but also fitness enthusiasts and individuals seeking comfortable yet
stylish apparel.

 Collaborations with popular athletes and celebrities have played a pivotal role in enhancing Puma's
visibility and appeal in the Indian market. Partnering with well-known figures in sports and
entertainment has helped the brand connect with a broader audience and align itself with the
aspirational lifestyles of many Indians.

 Moreover, Puma has adopted a multi-channel distribution strategy, making its products accessible
through exclusive brand stores, multi-brand outlets, and e-commerce platforms. This approach has
allowed Puma to reach urban as well as semi-urban markets, ensuring a wide geographical presence
across India.

 The brand's commitment to sustainability and social responsibility has also resonated well with
environmentally conscious consumers in India. Puma's initiatives, such as using recycled materials
and promoting fair labor practices, have contributed to building a positive brand image and attracting
consumers who prioritize ethical and eco-friendly choices.

 In terms of product offerings, Puma has diversified its portfolio to include not only athletic footwear
and apparel but also lifestyle and fashion-oriented collections. This versatility has enabled Puma to
cater to various consumer preferences, from performance-focused athletes to fashion-forward
individuals.

 Despite its success, Puma faces stiff competition in the Indian market from other global sportswear
giants and local brands. The constant need for innovation, staying ahead of fashion trends, and
understanding the evolving consumer preferences are crucial factors for Puma to maintain and
expand its market share in India.

 The e-commerce boom in the country has further accelerated Puma's reach, allowing consumers from
even remote areas to access its products with ease. Online sales and marketing efforts have become
integral components of Puma's strategy, leveraging digital platforms to engage with consumers and
drive sales.

 In conclusion, Puma's journey in the Indian market reflects a strategic blend of performance, style,
and cultural relevance. By staying attuned to the diverse preferences of Indian consumers, forging
key partnerships, and embracing sustainable practices, Puma has solidified its position as a leading
sportswear brand in India, with ample opportunities
8 for continued growth in the years to come.
 World Market

 Puma, a global sportswear and lifestyle brand, has established a formidable presence in the
world market, reflecting its ability to resonate with diverse consumer preferences and trends.
As one of the major players in the athletic and casual apparel industry, Puma has strategically
positioned itself to capture a significant share of the global market.

 Puma's success on the world stage is rooted in its commitment to innovation, design, and
strategic partnerships. The brand has consistently collaborated with high-profile athletes,
celebrities, and fashion influencers, creating a strong connection with consumers and
enhancing its visibility in various markets. These collaborations not only contribute to Puma's
image as a trendsetter but also help the brand reach different demographics and regions.

 The global appeal of Puma is evident in its diverse product offerings, ranging from
performance-oriented athletic wear to stylish lifestyle collections. This versatility allows
Puma to cater to a broad spectrum of consumers, including sports enthusiasts, fitness-
conscious individuals, and those seeking fashionable streetwear.

 Puma's emphasis on sustainability and corporate responsibility has also played a crucial role
in shaping its global image. The brand's initiatives to use eco-friendly materials, reduce
carbon footprint, and support fair labor practices align with the increasing consumer demand
for socially responsible and environmentally conscious products. This commitment to
sustainability enhances Puma's brand value and attracts a growing segment of conscious
consumers worldwide.

 Geographically, Puma has a strong presence in key markets across North America, Europe,
Asia-Pacific, and Latin America. The brand's global distribution network includes a mix of
company-owned stores, third-party retailers, and an expanding e-commerce presence. This
diversified approach ensures that Puma can adapt to regional market dynamics and reach
consumers through various channels.

 In the face of intense competition from other global sportswear giants, Puma continues to
innovate and invest in marketing strategies to maintain its market position. Staying on the
cutting edge of fashion trends, technology, and consumer preferences is vital for Puma to
retain and expand its global market share.

 The rise of e-commerce has further amplified Puma's global reach, enabling the brand to
connect with consumers in virtually every corner of the world. The ease of online shopping
has facilitated cross-border transactions, making Puma's products accessible to a wide and
diverse audience.

 In conclusion, Puma's success in the world market is a testament to its ability to balance
performance and style while embracing sustainability. Through strategic collaborations,
diversified product offerings, and a strong global distribution network, Puma has become a
household name, appealing to consumers across continents and positioning itself for sustained
growth in the highly competitive global
9 sportswear industry.
 Scenario about particular industry in Gujarat

 In the vibrant state of Gujarat, the footwear industry, particularly the presence of Puma, has carved a
significant niche for itself. Gujarat's economic landscape is diverse, and industries like textiles and
garments have flourished over the years. Puma, a renowned global sports brand, has strategically
positioned itself within this dynamic environment.

 The manufacturing hub of Gujarat, with its robust infrastructure and skilled workforce, provides an
ideal setting for Puma's operations. The state's proactive policies and business-friendly environment
have attracted international players like Puma to establish a strong presence. The footwear industry in
Gujarat, powered by brands like Puma, not only caters to the domestic market but also contributes
significantly to the export sector.

 Puma's manufacturing units in Gujarat are equipped with state-of-the-art technology, ensuring the
production of high-quality sports shoes. The emphasis on innovation and sustainability aligns with
Gujarat's commitment to fostering eco-friendly practices in industries. Puma's engagement with local
communities in skill development programs further enhances the social fabric of the region.

 The impact of Puma's presence goes beyond economic contributions. The brand actively collaborates
with local artisans, infusing traditional craftsmanship into its designs. This unique blend of global
expertise and local talent creates a distinctive identity for Puma's products manufactured in Gujarat.
The synergy between Puma and Gujarat's rich cultural heritage is evident in each pair of shoes
produced.

 Moreover, Puma's corporate responsibility initiatives extend to environmental sustainability. The

brand collaborates with local environmental organizations in Gujarat, participating in tree-planting
drives and waste reduction programs. This not only underscores Puma's commitment to being a
responsible corporate citizen but also aligns with Gujarat's vision for sustainable industrial
development.

 The retail landscape in Gujarat has also experienced a transformation with the presence of Puma.
Exclusive brand outlets, strategically located in urban centers, provide consumers with access to the
latest sports and lifestyle footwear. This has not only heightened the retail experience for customers
but has also led to increased brand visibility in the region.

 In conclusion, Puma's integration into Gujarat's footwear industry is a testament to the symbiotic
relationship between global brands and dynamic regional economies. The state's conducive business
environment and Puma's commitment to innovation and sustainability have resulted in a mutually
beneficial partnership. As Gujarat continues to thrive as an industrial powerhouse, Puma's footprint in
the state serves as a model for successful collaboration between international brands and local
communities.

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 Growth of Sports footwear industry in india and Gujarat

 Sports footwear in India and Gujarat is experiencing significant growth due to various factors such as
increasing awareness about fitness and wellness, rising disposable income, changing lifestyle trends,
and government initiatives to promote sports and fitness activities. Here's an overview of the growth
of the sports footwear market in India and Gujarat:

 Indian :
o The Indian sports footwear market has been growing steadily over the past few years, driven
by factors such as increasing participation in sports and fitness activities, rising disposable
income, and evolving fashion trends. The market is projected to grow at a CAGR of 6.8%
from 2021 to 2026, according to a report by Research and Markets.

o The market is dominated by major players such as Nike, Adidas, Puma, Reebok, and
Skechers, who have been investing in marketing and product development to capture a larger
share of the market. Domestic players such as Bata, Liberty, and Relaxo have also been
expanding their presence in the market.

o The Indian government's initiatives such as "Khelo India" and "Fit India Movement" have
also contributed to the growth of the sports footwear market by promoting sports and fitness
activities among the population. The increasing popularity of e-commerce platforms has also
contributed to the And weth of the market by providing consumers with a wider range of
products and greater convenience in purchasing sports footwear,

 Gujrat :
o The sports footwear market in Gujarat is also experiencing significant growth due to the state's
growing economy, increasing awareness about fitness and wellness, and a youthful population
with a preference for fashionable and comfortable footwear. The market is expected to grow at
a CAGR of 8.9% from 2021 to 2026, according to a report by Industry ARC.

o The market is dominated by major players such as Nike, Adidas, Puma, and Reebok, who have
established a strong presence in the region. Domestic players such as Lancer, Paragon, and
Action are also expanding their presence in the market.

o The government's initiatives such as the "Khel Mahakumbh" and "Khelo India" have also
contributed to the growth of the sports footwear market in Gujarat by promoting sports and
fitness activities among the population.Moreover, the state government's focus on developing
world-class sports infrastructure and hosting major sporting events is expected to boost the
demand for sports footwear in the region.

o In conclusion, the sports footwear market

1 in India and Gujarat is experiencing significant
growth, driven by various factors such 1as increasing awareness about fitness and wellness,
 rising disposable income, changing lifestyle trends, and government initiatives to promote
sports and fitness activities. The market is expected to continue growing in the coming years,
providing opportunities for both domestic and international players in the industry.

About Major Companies in the Industry and Product Profile

The sports footwear industry is highly competitive, with several major companies vying for market share.
Here is an overview of some of the major companies in the industry and their product profile :

1. Puma : Puma is a German company that offers a wide range of athletic shoes, apparel and
accessories. Product range include running shoes, basketball shoes , football shoes, training, shoes
and lifestyle shoes . Some of their popular shoes model include RS-X , Calibrate Runner and Future
Rider

2. Nike : Nike is one of the leading company in the sports footwear industry, offering a wide range of
athletic shoes , apparel and accessories. Their product range includes running shoes, basketball shoes,
football shoes, training, shoes and lifestyle shoes. Some of their popular shoes model include Air
Max, Air Jordan and Nike Free.

3. Adidas : Adidas is another leading company in the sports footwear industry offering a range of
athletic shoes , apparel and accessories . Their product range includes running shoes, basketball
shoes, footwear, shoes, training, shoes and lifestyle shoes. Some of their popular shoes models
includes Ultra Boost, NMD and Suparstar .

4. Reebok: Reebok is an American company that offers a range of athletic shoes, apparel, and
accessories. Their product range includes running shoes, basketball shoes, football shoes, training
shoes, and lifestyle shoes. Some of their popular shoe models include Nano, Floatride, and Classic
Leather.

5. Under Armour: Under Armour is an American company that offers a range of athletic shoes, apparel,
and accessories. Their product range includes running shoes, basketball shoes, football shoes, training
shoes, and lifestyle shoes. Some of their popular shoe models include HOVR, Curry, and Charged.

6. New Balance: New Balance is an American company that offers a range of athletic shoes, apparel,
and accessories. Their product range includes running shoes, training shoes, and lifestyle shoes.
Some of their popular shoe models include Fresh Foam, 990, and 574.

7. ASICS: ASICS is a Japanese company that offers a range of athletic shoes. apparel, and accessories.
Their product range includes running shoes, training shoes, and lifestyle shoes. Some of their popular
shoe models include Gel-Kayano, Gel-Nimbus, and GT-2000.

These companies continue to innovate and introduce new products to meet the changing needs and
preferences of their customers. They invest heavily in research and development to improve the
performance, comfort, and style of their products, while also focusing on sustainability and eco-friendliness.

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 PESTLE Analysis of Sportwear Industry

PESTLE is a framework used to identify and analyse the micro environmental factors that can affect an
industry . Here is a breakdown of how its applies to the sports industry :

1. Political Factor : political factor can have a significant impact on the footwear industry. Government
policies relate to trade traffics, labour laws and regulation can affect the sourcing, production and
distribution of sports product. Political instability or changes in government can also affect consumer
behaviour, leading to to shifts in demand for sportswear

2. Economic factors: The sportswear industry is influenced by macroeconomic factors such as GDP,
inflation, interest rates, and exchange rates. Economic growth and consumer confidence can drive
demand for sportswear, while economic downturns can lead to decreased consumer spending.

3. Social factors: Sportswear is often associated with lifestyle and fashion, and social trends such as
athleisure and fitness culture can significantly impact the industry. Additionally, changing
demographics, such as an aging population, can lead to shifts in demand for different types of
sportswear products.

4. Technological factors: Technological advancements can have a significant impact on the sportswear
industry. Developments in materials, manufacturing, and distribution can lead to new product lines
and improved supply chain efficiency. Technology can also influence how consumers shop for and
purchase sportswear products, with e-commerce and mobile shopping becoming increasingly
important.

5. Legal factors: Legal factors such as intellectual property rights, product safety regulations, and labor
laws can affect the sportswear industry. Companies must ensure that their products comply with
relevant laws and regulations to avoid legal disputes or product recalls.

6. Environmental factors: Environmental concerns, such as sustainability and climate change, can affect
the sportswear industry. Consumers are increasingly demanding environmentally-friendly products
and sustainable manufacturing practices industry is also impacted by the availability and price of raw
materials, such as cutton and synthetic fibers . which can be affected by weather and other
environmental factors.

Overall, the sportswear industry is influenced by a wild range of macro-environmental factor. Companies
must carefully monitor and adapt to changes in these factors to remain competitive and meet consumer
demand .

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 Forces Analysis Porter’s Five of Sportswear Industry

Porter's Five Forces analysis is a framework used to analyze the competitive intensity and attractiveness of
an industry. Here's a breakdown of how it applies to the sportswear Industry :

1. Threat of new entrants: The sportswear industry is relatively easy to enter due to the absence of
high barriers to entry. However, established brands such as Nike, Adidas, and Under Armour hold
significant market share, making it challenging for new entrants to establish a foothold in the market.

2. Bargaining power of suppliers: The bargaining power of suppliers is relatively low in the
sportswear industry because of the large number of suppliers available, and the significant size of the
industry. Furthermore, the industry has been impacted by the trend of outsourcing production to
developing countries, which has driven down costs and decreased supplier bargaining power.

3. Bargaining power of buyers: The bargaining power of buyers is high in the sportswear industry.
Consumers have many options to choose from, and they are often price-sensitive. Moreover, online
retailers such as Amazon and Zappos have made it easier for buyers to compare prices and find the
best deals.

4. Threat of substitute products: The threat of substitute products is moderate in the sportswear
industry. While there are alternatives such as casual clothing and outdoor apparel, sportswear has
become a staple of many people's daily wardrobes and lifestyles.Therefore, it would take significant
changes in consumer behavior to cause a significant shift in demand away from sportswear.
r
5. Rivalry among existing competitors: The competition among existing players in the sportswear
industry is intense, with established brands such as Nike, Adidas, and Under Armour competing for
market share. These companies invest heavily in marketing and research & development to maintain
their competitive edge, and as a result, they often introduce new products and technologies to stay
ahead of their competitors. Additionally, there is always a threat of new entrants from smaller brands
that can disrupt the market.

Overall, the sportswear industry is highly competitive, and companies need to invest in branding, research
and development to maintain their market position. The industry’s attractiveness will depend on factors such
as consumer demand, pricing, product differentiation

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LITERATURE REVIEW :
1. Merin Mary Jayan, Peneena Hanna Mathew. (2015) Conducted a study which focused on the brand preference
of consumers towards sports apparel. When many branded sports apparel were increasingly used by men as
when many international brands entered India. With the result many unbranded sports apparel companies
faced severe competition. The study reveals that the branded sports apparel are preferred by most of the
consumers of the age group of 18-25 and income level of more than 30000.

2. Jajo, Lunghar. (2016) expressed an overview of the sport industry development in India, highlighting the
opportunities and constraints for sports development. The sport as an industry contributes to about one to five
per cent to the GDPs of various countries. This paper analyses the sports industry development in India against
this backdrop. The Government of India has been taking various steps and initiatives to promote good
governance practices in the management of sports at the national level in pursuance of successive National
Sports Policies.

3. Swee Seng Chew, Ho Keat Leng. (2016) conducted a research that aims to study whether a consumer is
susceptible to social influence in the purchase of sports apparel. In particular, the study aims to establish if
there is any difference between consumers of different genders and levels of sports involvement. this study
showed that social influence can affect consumers‟ decision in sports-related products in the form of
informational and utilitarian influence.

4. Ziynet Öndoğana, Arzu Turkey : EDP Sciences, (2016) states that the buying decision of Physical Education
and Sports School students is expected to be positively affected if they are given a seminar about raw material
properties. The results of study show that the university students behave conscious when buying new
garments.

5. SCMS Journal of Indian Management, (2017) studied the sports and physical activities that contributes to the
mental and physical fitness. .This in turn has created an impetus for the sports goods industries and
international brands like Nike, Adidas, Reebok and Puma. Study revealed that as exchange policy, experiential
zones, sweepstakes or contests had a greater influence on people in terms buying decisions in an organized
sport wear retail.

6. Monika, Rahulana, et al. (2013) states that it is important to understand consumer behaviour with respect to
factors such as comfort ,quality, technical attributes and methods of product promotion. Both Baby boomers
and generation Y are powerful consumer groups and this papers results can be used as a base for further
research into required product design and performance attributes as well as their purchase behaviour with
regards to sportswear.

7. Susan, (1981) Consumers look into three factors which include perceived value, acceptable price range and
willingness to buy when evaluating a product. 1
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8. Villwock, (2009) Each sports shoes launched would have their unique characteristics and usage for a particular
purpose or occasion. For example, the Football shoes are produced solely for different football surfaces such
as Field Turf, AstroPlay and Natural Grass System. For the artificial yielded would be in a higher peak torque
and rotational stiffness than the natural grass surfaces.

9. Demangeot & Broderick, (2010) The national brands use celebrity endorsements to help them promote
themselves. The use of celebrities only increased in the recent years due to the media craze and sports
companies made use of this as a tool to promote their brand to the public.
10. Brown & Eisenhardt, (1995) With an increasing number of people purchasing sports shoes not solely for
sports practice but for a myriad of their individual purpose, it has rapidly created a higher demand in the sports
shoe industry. Studies have shown that products in the fashion industry have a fast rate of elimination and
therefore companies need to know what the consumer want to retain consumer loyalty. Therefore what the
consumer looks for will affect how they evaluate the product before buying it. This study investigates the
relevant variables which will affect and impact the client’s product evaluation.

11. Ohanian, (1991) Moreover, the actual level of expertise of the celebrity who is endorsing the product need to
be high. What is important is the consumer’s perception of the celebrity’s expertise need to be high.

12. Logan et al., (2010) Studies have shown that some sports shoes have a highly competitive risk of injury for
consumers when it comes to the different types footwear used for a particular purpose. The injury risk might
increase when individual body weight have different force, stance time and vertical stiffness.

13. Monroe & Dodds, (1998) Price promotion is frequently used to attract customers, as it plays a significant part
in consumer’s evaluation of the product and could also change consumer’s perception of value. In other words,
it does not mean that if the product is set a lower price, the customers are more willing to evaluate the product
of higher quality. Consumers may think that the company is having a price promotion because the sports shoes
is made of inferior quality materials or the shoe might be out of fashion trend. Thus, it is detrimental to the
company’s branding.

14. Kotler, (2002) Promotional items could change consumer behaviour and brand awareness towards the product.
Depending on the need of the product, consumer’s decision and evaluation changes when the item is on
discount/promotion during the festival or seasonal season.

15. Chen, (2008) conducted another study in the similar field which was reviewed for the research is “The external
factors that influences Taiwanese students shoe purchase intention”. This study was based on 6 external
factors which include brand, price, promotion, style, durability and comfort. The purpose of this study was to
examine the external factors that influence Taiwanese college students. The result of multiple regression
analysis indicated that the customer prefer comfort and style more than any other factor.

16. Sana (2010), A recent study on linked the 4Ps of marketing mix as a system to order and assess the
significance level of various sub-factors, such as brand, cash discount, store area, and advertising on
consumers in Kolkata, India. The impacts of gender and pay level on shoe purchase behavior were
alsoinvestigated. Consumers tend toward the purchase the shoes through restricted shoe stores instead than
through supermarkets or retail conglomerates. Male and female suppositions about the importance of these
factors are shown to be comparable.

17. Sub (2011) ,Customers view a shoe as a collection of qualities capable of meeting their needs, just like any
other product. He advised that in order to create effective marketing campaigns, firms, particularly in the
footwear and apparel industries, should discover the product qualities that consumers value the most.
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18. Naber (2013), tries to develop the empirical study for identify brand loyalty of Nike products in Hyderabad.
The result has been developed by using Cranach's Alpha, Descriptive analysis, one-way ANOVA and Pearson
Correlation.

19. Schiffman (2004), Consumer behaviour is the study of how individuals spend their available resources on
consumption-related items. It includes the study of what they buy, why they buy it, when they buy it, where
they buy it, how often they buy it, and how often they use it.

20. D' Mello (2003), in his study examines the plight of the workers in shoe manufacturing companies.The author
has followed a case study method considering Phoenix India, a subsidiary of Reebok Shoes. The study brings
to light the anomalies faced by the workers in these manufacturing units.

21. Kotler (2004), define customer's behavior as the behavior that the customers display while purchasing or in
searching for purchasing, consuming, evaluating and disposing of products and services that they expectwill
meet their needs. Customer buying behavior incorporates the acts of individuals directly involve in obtaining,
consuming and disposing of economics goods and service including the decision process that leadand
determine these acts.

22. Michael R. Solomon (2006), the consumer behaviour is determined but the motivating forces affecting his
choice while he makes his purchase decision. These motivations are offen a result of his wishes. In addition,
the customer does not want to disclose his motivations or he is also found to be unaware regarding the matter
of fact that this entire research of his buying behaviour is aimed at determining what he is as a consumer and
what he might become in future as a consumer.

23. Kapeferer (2008), made a remarkable research by explaining that appearance of product does not matter to the
buyer if he is loyal to the brand. Branding ensures stability and consistency to the buyer. The brand is for more
stationary than the variety of products. The buyer does not generally shift from the brand once he has
developed a sense of commitment towards it. This is where it becomes imperative to learn why consumer
refuses to attain / buy and product or brand.

24. Dr.S. Saravanan (2010), the modern market has been found to be traditional as well as extremely competitive
in this research. As the consumer is deemed to be king of market, the entire marketing strategies revolve round
him. This is the basis of consumer behaviour research. The contemporary epoch is witnesses by the dominance
of females in all fields and the significant decision regarding purchase of non-durables rely on them.

25. The footwear industries aims to persuade customers by linking its brand to quality and influence the quality
perception of the customers (Heding et al., 2009).

26. The footwear products that are used for daily wear, office/work wear, and sports/running wear ete are required
to be especially durable and comfortable. On the other hand, fashionable footwear is required to have unique
and exotic material. Therefore, in either categories, quality is important for customer satisfaction (Thongchai,
2013).

27. Studies have been able to identify factors like style, comfort, colour and price that influence the purchase
decision (Kanti Deb et al, 2018).

28. Brands are linked to unique and design, quality, durability and more importantly status. In a highly
competitive market like the footwear industry, branding is essential for product differentiation and for
demanding premium prices (Anand and Alkeya, 2014).

29. Literature has shown that Brand awareness, brand image, perceived quality, and brand association also
significantly contributed to brand equity (Menon, 2021).
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 30. The willingness to pay a premium price, brand preferences, and brand loyalty positively impacted consumer
response behaviour. There have been previous literature on some factors that affect the consumer preference
towards products like footwear which include factors like CSR activities done by the company,quality,
durability (Roy et al, 2016; Achabou et al, 2020).

31. Influences by others, brand awareness was found to be a significant factor in selection of footwear products in
literature (Brakus et al., 2009; Khanna and Bajaj, 2017).

32. Previous literature shows that Brand equity is a major factor in purchase intentions towards footwear. (Arshad,
R. M., & Victor, S., 2020)

33. The association between brand images an brand loyalty while selecting branded foot wear in India was
highlighted in some papers (Gupta and Tandon, 2018).

Literature has also identified four factors such as comfort, aesthetics, perspiration and belief as the general criteria
related to buying decision, and tactile (size, texture, feeling inside the shoe, and inside shoe climate), auditory
(soundproduced) and olfactory (unpleasant odors) senses are the main differences between comfortable and
uncomfortable shoes. (E.Y. et al, 2007).

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 Problem statement of footwear industry

The footwear industry phases, a range of challenges and opportunities that impact its business operations and
growth potentail. Some of the key problem faced by the footwear industry include :

1. Cost of production: The cost of producing footwear, including materials, labor, and shipping, can be
significant. This can make it difficult for companies to maintain profitability while keeping prices
competitive.

2. Market saturation: The footwear market is highly competitive, with many established brands and
new entrants vying for market share. This can make it difficult for companies to differentiate
themselves and stand out in the crowded marketplace.

3. Changing consumer preferences: Consumer preferences for footwear can change rapidly, making it
challenging for companies to predict demand and stay ahead of trends.

4. Sustainability concerns: The footwear industry is a significant contributor to environmental

degradation, with production processes and materials contributing to pollution and waste. Consumers
are increasingly demanding more sustainable and environmentally-friendly options, which can be
challenging to achieve while maintaining profitability.

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Objectives:
 To analyze the impact of factors such as customer experience, customer satisfaction, price range,
variety of products, brand reach, brand image, and advertising on brand loyalty.
 To study the factors that affect the purchase intensions towards puma.
 To know about consumer preference towards sports footwear.

Research Design:
A research design is the set of methods and procedures used in collecting and analysing measures of the
variables specified in the research problem. A research design is a framework that has been created to find
answers to research questions. In this research both Primary and Secondary data are collected for research
survey. Also we have consider descriptive and quantitative research method.

Data Collection:

 Google docs is to be prepared for all those respondents to whom we are approaching and because it is
also convenient for both the respondent and the researcher.
 The population selected was between below 18 to above 45 years.
 The secondary data was collected through various literature reviews and articles.

Sampling Design:

1. Sample size – 103 respondents

2. Sampling method - non probability convenience method is used
3. Sample unite - public of Ahmedabad
4. Research instrument - google docs
5. Research tool - Microsoft excel, SPSS

Scope of the study:

The scope of the study is people reciting in Ahmedabad and the people of age group of 15 years and above.
This study also gives a deeper understanding of study on consumers preference and satisfaction towards
puma.

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DATA ANALYSIS AND INTERPRETATION :

Q 1 Gender :

What is your Gender ?

Frequency Percent Valid Percent Cumulative

Percent

1 64 62.1 62.1 62.1

2 38 36.9 36.9 99.0

Valid
3 1 1.0 1.0 100.0

Total 103 100.0 100.0

Interpretation –

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Q 2 Age :

What is your Age ?

Frequency Percent Valid Percent Cumulative

Percent

Under 18 years 15 14.6 14.6 14.6

18 to 24 years 70 68.0 68.0 82.5

25 to 34 years 11 10.7 10.7 93.2

35 to 44 years 2 1.9 1.9 95.1

Valid
45 to 54 years 2 1.9 1.9 97.1

55 to 64 years 1 1.0 1.0 98.1

65 or above 2 1.9 1.9 100.0

Total 103 100.0 100.0

Interpretation –

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Q 3 Occupation :

What's your Occupation ?

Frequency Percent Valid Percent Cumulative

Percent

Student 77 74.8 74.8 74.8

Business 13 12.6 12.6 87.4

Job / Services 6 5.8 5.8 93.2

Valid
Social workers 4 3.9 3.9 97.1

Home worker 3 2.9 2.9 100.0

Total 103 100.0 100.0

Interpretation –

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Q 4 Annual Income :

What is your Annual Income ?

Frequency Percent Valid Percent Cumulative

Percent

Less than 3 lakh rupees 58 56.3 56.3 56.3

3 lakh to 5 lakh rupees 15 14.6 14.6 70.9

5 lakh to 10 lakh rupees 9 8.7 8.7 79.6

Valid
10 lakh to 15 lakh rupess 11 10.7 10.7 90.3

More than 15 lakh rupess 10 9.7 9.7 100.0

Total 103 100.0 100.0

Interpretation –

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Q 5 Do you purchase sports shoes ?

Do you purchase sports shoes ?

Frequency Percent Valid Percent Cumulative

Percent

Yes 94 91.3 91.3 91.3

Valid No 9 8.7 8.7 100.0

Total 103 100.0 100.0

Interpretation –

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Q 6 Are engaged into any sport activity ?

Are you engaged into any sports activity ?

Frequency Percent Valid Percent Cumulative

Percent

Yes 63 61.2 61.2 61.2

Valid No 40 38.8 38.8 100.0

Total 103 100.0 100.0

Interpretation –

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Q 7 For what purpose, do you mainly purchase sports shoes ?

For what purpose, do you mainly purchase sports shoes ?

Frequency Percent Valid Percent Cumulative

Percent

Running 17 16.5 16.5 16.5

Walking 16 15.5 15.5 32.0

Sporting Activities 26 25.2 25.2 57.3

Valid
For Gym 19 18.4 18.4 75.7

As Casual Footwear 25 24.3 24.3 100.0

Total 103 100.0 100.0

Interpretation –

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Q 8 How much money would you like to spend on shoes ?

How much money would you like to spend on shoes ?

Frequency Percent Valid Percent Cumulative

Percent

500 to 1000 rupees 12 11.7 11.7 11.7

1000 to 2000 rupees 24 23.3 23.3 35.0

2000 to 3000 rupees 17 16.5 16.5 51.5

3000 to 5000 rupees 24 23.3 23.3 74.8

Valid
5000 to 7000 rupees 11 10.7 10.7 85.4

7000 to 10000 rupees 5 4.9 4.9 90.3

10000 rupees and above 10 9.7 9.7 100.0

Total 103 100.0 100.0

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Interpretation – 8
Q 9 Which of this brand do you prefer the most ?

Which of this brand do you prefer the most ?

Frequency Percent Valid Percent Cumulative

Percent

Nike 34 33.0 33.0 33.0

Adidas 13 12.6 12.6 45.6

Puma 41 39.8 39.8 85.4

Valid Reebok 1 1.0 1.0 86.4

Campus 11 10.7 10.7 97.1

Fila 3 2.9 2.9 100.0

Total 103 100.0 100.0

Interpretation –

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Q 10 How often do you buy shoes ?

How often do you buy shoes ?

Frequency Percent Valid Percent Cumulative

Percent

Once in 3 months 22 21.4 21.4 21.4

Once in 6 months 31 30.1 30.1 51.5

Valid Once in every year 33 32.0 32.0 83.5

Once in every 2 year 17 16.5 16.5 100.0

Total 103 100.0 100.0

Interpretation –

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Q 11 Are you satisfied with the quality of preferred brand ?

Are you satisfied with the quality of preferred brand ?

Frequency Percent Valid Percent Cumulative

Percent

Highly Satisfied 52 50.5 50.5 50.5

Moderate 40 38.8 38.8 89.3

Valid Neutral 9 8.7 8.7 98.1

Not Satisfied 2 1.9 1.9 100.0

Total 103 100.0 100.0

Interpretation –

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Q 12 Where do you buy shoes from ?

Where do you buy shoes from ?

Frequency Percent Valid Percent Cumulative

Percent

Online 36 35.0 35.0 35.0

Valid Offline 67 65.0 65.0 100.0

Total 103 100.0 100.0

Interpretation –

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Q 13 How do you come to know about puma athleisure products ?

How do you come to know about puma athleisure products ?

Frequency Percent Valid Percent Cumulative

Percent

Advertisements 38 36.9 36.9 36.9

Reference 29 28.2 28.2 65.0

Valid Past Purchase 27 26.2 26.2 91.3

Sales Promotion Visit 9 8.7 8.7 100.0

Total 103 100.0 100.0

Interpretation –

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Q 14 Overall, how would you rate your experience with Puma shoes ?

Overall, How would you rate your experience with Puma shoes ?

Frequency Percent Valid Percent Cumulative

Percent

Unsatisfactory 3 2.9 2.9 2.9

Satisfactory 28 27.2 27.2 30.1

Good 31 30.1 30.1 60.2

Valid
Very Good 24 23.3 23.3 83.5

Excellent 17 16.5 16.5 100.0

Total 103 100.0 100.0

Interpretation –

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