A

MINOR PROJECT REPORT

ON

Consumer Preference Between

Nike and Adidas
Submitted in the partial fulfillment of the degree of
Bachelor of Business Administration
(Computer Aided Management)
(2022-2025)
SUBMITTED BY:

UJJVALADITYA PANDEY
ENROLLMENT NO.

00821001922
Under the guidance of
Ms. Astha Sharma
Sr. Assistant Professor

Ideal Institute of Management & Technology

(16 X, Karkardooma Institutional Area, Delhi-92)

1
CERTIFICATE

This is to certify that Project Report entitled, “CONSUMER PREFERENCE” is bonafide

work carried out by Ujjvaladitya Pandey Student of BBA (CAM), Ideal Institute of
Management and Technology (affiliated to GGSIP University, Delhi) sin partial
fulfilment
of the requirement for the award of degree of Bachelor of Business Administration,
under
my guidance & Direction. To the best of my knowledge and belief the data &
information
presented by him/her in the project report has not been submitted for the award of
any
other degree.

Ms. Astha Sharma

Sr. Assistant Professor

2
ACKNOWLEDGEMENT

I am writing this final Project Report for the program of Bachelors of Business
Administration CAM on “CONSUMER PREFERENCE” for Ideal Institute of
Management and Technology, Affiliated to Guru Gobind Singh Indraprastha University.

It has been a great challenge but a plenty of learning and opportunities to gain a
huge
amount of knowledge on the way of writing this Project Report. I could not have
completed
my Project Report without the constant guidance of Ms. Astha Sharma my faculty
guide,
who helped me along the way and was always prepared to give me feedback and
guidelines
whenever I needed it.

Student Name: Ujjvaladitya Pandey

Enrollment No. 00821001922

3
Table Of Content

1.

Cover and Title page

2.

Certificate

3.

Acknowledgement

4.

Table Of Content

5.

Chapter 1

Introduction
Objective of Study
Review of Literature
Research Methodology
a) Research Problem
b) Scope of Study
c) Importance of Study
d) Research Design
e) Sampling Techniques
f) Sampling Area
g) Sample Size

Limitations of Study

6.

Chapter 2

Company Profile

7.

Chapter 3

Data Analysis and Interpretation

8.

Chapter 4

Conclusion

9.

Bibliography
Annexure
Questionnaire Sample
4
CHAPTER 1:
Introduction

5
Introduction

This project report takes a look in various kinds of Merchandising activities that
leads to
customer making up their mind about a particular brand thus affecting consumer
preference. Customer preference is a key factor in the success of any business. By
understanding what customers want and need, businesses can develop products and
services that meet those needs. This can lead to increased sales, improved customer
satisfaction, and a stronger competitive position.

The aim of this project report is to explore the intricate realm of customer
preference,
investigating the factors that drive individuals to choose one product or service
over
another. For this I have taken into consideration the highly competitive and well
marketed
industry of Sports Shoes.

The two major global players i.e., Nike and Adidas that dominate the sports shoes
industry
in India. India is one of few battlegrounds in the world where there is neck-to-
neck
competition between the two.
By delving into this subject matter and seeking to uncover the underlying
motivations,
attitudes, and behaviors that shape consumer choices, thereby assisting
organizations in
effectively positioning their offerings in the market.

To embark on this journey, a multi-faceted approach will be applied, combining both

quantitative and qualitative research methods. This will enable to gather
comprehensive
data and capture the holistic nature of customer preference. We will leverage
surveys,
interviews, and data analysis techniques to delve deep into the minds of consumers
and
uncover the factors that influence their decision-making processes.

In addition, this project will not only focus on analyzing the factors that
currently influence
customer preference but will also explore emerging trends and shifts in consumer
behavior.

Ultimately, this report will serve as a valuable resource for businesses seeking to
enhance
their understanding of customer preference. By deciphering the intricacies of
consumer
decision-making processes, organizations can align their products, services, and
marketing

6
efforts to better meet the needs and desires of their target audience. Armed with
this
knowledge, companies can foster stronger customer relationships, boost customer
satisfaction, and ultimately drive business growth in today's ever-evolving
marketplace.

With a meticulous approach and a commitment to uncovering the drivers of consumer

choices, we embark on this research endeavor, ready to explore the intriguing world
of
customer preference and contribute to the body of knowledge in this field.

The sport shoes market has witnessed remarkable growth and transformation over the
years, becoming a highly competitive industry driven by consumer preferences. In
this
project report, the aim is to delve into the realm of consumer preference in the
sport shoes
market, exploring the factors that influence individuals' choices when selecting
athletic
footwear. By understanding these preferences, businesses can develop targeted
strategies
to meet the evolving needs and desires of their target audience, ultimately gaining
a
competitive edge in the market.

Consumer preference in the sport shoes market is shaped by a multitude of factors.

Firstly,
performance and functionality play a significant role in influencing purchasing
decisions.
Athletes and sports enthusiasts prioritize features such as cushioning, support,
breathability, traction, and durability when selecting sport shoes. They seek
footwear that
enhances their performance, provides comfort, and helps prevent injuries.
Understanding
the specific performance requirements of different sports and catering to the
unique needs
of athletes is essential for sport shoe manufacturers to attract and retain
customers.

Secondly, style and aesthetics have become increasingly important in the sport
shoes
market. Consumers not only want high-performing shoes but also desire footwear that
aligns with their personal style and fashion preferences. The influence of
celebrity
endorsements, social media, and sneaker culture has further amplified the
significance of
stylish designs, limited editions, and collaborations in driving consumer
preferences. Sport
shoe brands that can strike a balance between performance and aesthetics, offering
visually
appealing options that resonate with their target audience, have a competitive
advantage in
the market.

7
Additionally, brand reputation and image are crucial factors influencing consumer
preference in the sport shoes market. Consumers often associate certain brands with
quality, innovation, and authenticity. Established sport shoe brands with a long-
standing
history of producing reliable and high-quality footwear tend to command trust and
loyalty
among consumers. Building a strong brand reputation through consistent delivery of
superior products, engaging marketing campaigns, and effective customer service can
significantly impact consumer preferences and drive brand loyalty.

Price also plays a significant role in consumer preference within the sport shoes
market.
While some consumers prioritize affordability, others are willing to invest in
higher-priced
options, associating them with better quality or brand prestige. Understanding the
price
sensitivity of different consumer segments and offering a range of options that
cater to
various budget preferences is vital for sport shoe companies to appeal to a broad
customer
base.

Furthermore, technological advancements have introduced innovative features and

materials in sport shoes, influencing consumer preferences. Technologies like
advanced
cushioning systems, lightweight materials, and data-driven designs have become key
selling points for sport shoe brands. Consumers are increasingly seeking shoes that
incorporate the latest technologies to enhance their athletic performance and
overall
experience. Companies that stay at the forefront of technological advancements and
effectively communicate the benefits to consumers have a competitive advantage in
capturing consumer preference.

In conclusion, understanding consumer preference in the sport shoes market is

essential
for businesses to thrive in this highly competitive industry. By comprehending the
factors
that influence consumer choices, such as performance, style, brand reputation,
price, and
technological advancements, sport shoe companies can tailor their product
offerings,
marketing strategies, and brand positioning to meet the evolving needs and desires
of their
target audience. By staying attuned to consumer preferences and delivering
exceptional
products that align with their expectations, companies can build brand loyalty,
gain market
share, and achieve sustainable growth in the dynamic sport shoes market.

8
Adidas sneakers became popular amongst teenagers and young men in the 1980s. The
Adidas sneaker was popularized by the Run DMC song "My Adidas" and became a huge
fashion trend. The Tapie affair, the history of the company as presented by its
official
web site is incomplete, perhaps because it is indirectly linked to financial
scandals. After
a period of serious trouble i.e., the death of Adolf Dassler's son Horst Dassler in
1987,
the company was bought in 1990 by Bernard Tapie, for 1.6 billionFrench francs ($320
million), which Tapie borrowed. Tapie was at the time a famous specialist of
rescuing
bankrupt companies, a business on which he built his fortune.

Nike is the world's #1 manufacturer and marketer of athletic footwear and apparel.
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 or Big Mac, the Nike "swoosh" logo came 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. The approach of the new century set Nike new
problems.
Trainers went (briefly) out of fashion, economic slowdown and labor problems hit
Asian
performance. But the group bounced back, retaining its iron grip on the sporting
apparel
sector and still undisputed leader in sports-oriented street wear.

9
RESEARCH OBJECTIVE

The objectives of this particular study are: -

To know the customer preferences of the respondents regarding choices between

Nike and Adidas sports shoes.

Find out factor influencing the people at the time of purchasing sport shoes.

Identify the key factors that influence consumer preferences when selecting sport
shoes, including performance, style, brand reputation, price, and technological
advancements.

Determine the relative importance of each factor in the decision-making process of

consumers within the sport shoes market.

Investigate the impact of style and aesthetics on consumer preferences, including

the influence of fashion trends, celebrity endorsements, and sneaker culture.

10
RESEARCH METHODOLOGY

Research problems:

Consumer’s preference about the different branded sports shoes.

• SAMPLING PLAN
Conduct a convenience sampling method, using a sample size of 120. Develop a
questionnaire focusing on brand perception, product features, and purchase
decisions.
Administer the survey at sporting events, sports stores, and sports communities to
gather
data for analysis.

Sample Methods

- Random Sampling

Sample size

- 120

a. Primary data
a. Questionnaire

b. Interview

c. Surveys

11
•

Source of data: Data required for the study was collected through primary and
secondary sources i.e.,Market Survey. and the market area is:
Delhi NCR

Data has been collected through questionnaire and interview and Survey through
online medium like Google Forms.

b. Secondary Data

Books

Magazines

Newspapers

Internet: Information available on the official websites of Adidas and Nike,

existing studies onthe consumer preferences regarding branded sport shoes.

Analysis of data: Data has been tabulated and analysed through percentages, pie
charts and bar graphs

12
SCOPE OF THE STUDY

Age Group of the majority respondents: 15-25 years.

Since majority of the respondents of the survey conducted for the study are
students, either studying in school or college going. Such type of respondents has
been preferred for sampling as sports shoes are mostly worn by students which are
of age 15-25 years but there are also responses from people above the age group
of 25.

Income Group: 5-15 Lakh per annum.

As stated above, majority of the respondents are students and do not as such have
an income of their own. So, the respondents were asked about their family income
before proceeding with the survey =.

Area studied: Delhi NCR.

The area covered to study the consumer preferences regarding sport shoes are the
school and colleges of Delhi NCR. Most of the respondents were the students of
nearby schools and colleges however some of the respondents were from outside
this region but their quantity is very less

13
LIMITATIONS OF THE STUDY

My study has the following limitations-

A survey should involve a larger sample size, in my survey the sample size was
limited, therefore thefindings of the survey cannot be generalized.

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

Self-reporting Bias: The data collected through surveys, interviews, or other

selfreporting methods are subject to biases and inaccuracies. Participants may
provide
socially desirable responses or their preferences may differ from their actual
behavior. It is crucial to account for potential biases and interpret the findings
with
caution.

Time Constraint: Due to time constraint the project report was made in a short
period of time so in depth research was not possible

14
CHAPTER 2:
Company Profile

15
COMPANY PROFILE

INTRODUCTION

Adidas AG is a multinational corporation, founded and headquartered in

Herzogenaurach, Germany, that designs and manufactures shoes, clothing and
accessories. It is the largest sportswear manufacturerin Europe, and the second
largest in
the world, after Nike. It is the holding company for the Adidas Group,
of

the Reebok sportswear, TaylorMade golf

which

consists

company (including Ashworth),

Runtastic, an Austrian fitness technology company and 8.33% of German football club
Bayern Munich. Adidas' revenue for 2016 was listed at €19.29 billion.
In 2003, Adidas filed a lawsuit in British court challenging Fitness World
Tracing’s use
of a two-stripe motif similar to Adidas's three stripes. The court ruled that
despite the
simplicity of the mark, Fitness World's use was infringing because the public could
establish a link between that use and Adidas's mark.
In 2005, Adidas introduced the Adidas 1, the first ever production shoe to utilize
a
microprocessor. Dubbed by the company "The World's First Intelligent Shoe" it
features
a microprocessor capable of performing 5 million calculations per second that
automatically adjusts the shoe's level of cushioningto suit its environment. The
shoe
requires a small, user replaceable battery that lasts for approximately 100 hours
of
running. It currently retails for $250 (USD). The latest edition Adidas 1.1 has
been selling

16
since Nov 2005. This is considered an upgrade of the version 1, claiming to be
better, faster andstronger.
Also in 2005, on May 2, Adidas told the public that they sold their partner company
Salomon Groupfor 485 million Euros to Amer Sports of Finland.
In August 2005, Adidas declared its intention to buy Anglo-American rival Reebok
for
US$ 3.8 billion. This takeover was completed in August 2005 and meant that the
company will now have closerbusiness sales as those of Nike in Northern America.
The
acquisition of Reebok will also allow Adidasto compete with Nike worldwide. World
Cup
1954, when West Germany miraculously won the soccer 1954 World Cup, their footwear
was supplied by Adidas. These shoes introduced a technological breakthrough: studs
with
screws. When the weather was good and the pitch was hard, the shoes were equipped
with
short studs; when it rained; longer studs were screwed on the bottom of the shoes.
As
the final game against the highly-favored team from Hungary was played in heavy
rain,
this gave the German players a firmer hold on the slippery pitch.

Adidas factory outlet in Herzogenaurach.

17
Adidas sponsors major teams in a number of sports, especially football, rugby and
tennis. Americancollege sports teams are also sponsored

The BCCI announced earlier this month that they have roped in German sportswear
giants
Adidas as their new kit sponsor.
The Indian men's, as well as the women's team, will wear jerseys carrying the logo
on
them

upcoming competitions.

18
A HAWK EYE VIEW

Type

Public (AG)

Traded as

FWB: ADS
DAX component

Industry

Textile, footwear

Founded

July 1924

Founder

Adolf Dassler

Headquarters

Herzogenaurach, Bavaria
Germany

Area served

Worldwide

Key people

Thomas Rabe (chairman)

Bjørn Gulden (CEO)

Products

Apparel, footwear, sportswear, sports equipment, toiletries

Revenue

€22.5 billion (2022)

Operating income

€669 million (2022)

Net income

€254 million (2022)

Total assets
€21.384 billion (2022)

Subsidiaries

Website

Adidas Runtastic

Matix

adidas-group.com
adidas.com

19
COMPETITORS
Rudolf Dassler, Adie’s brother, founded a rival company PUMA, the chief competitors
of Adidas are Puma and Nike. In August 2005, the company announced that it had made
a deal to acquire rival Reebok for $3.8 billion. The acquisition would increase its
market
share in North America and allow it to further compete with Nike. This will propel
Adidas to the number two spot in the foot apparel market behind Nike. Adidas'
trademark saying is 'impossible is nothing'.

HISTORY
In the 1980s, Adidas sneakers became popular amongst teenagers and young men. The
Adidas sneaker was popularized by the Run DMC song "My Adidas" and became a huge
fashion trend.
The Tapie affair, the history of the company as presented by its official web site
is
incomplete, perhapsbecause it is indirectly linked to financial scandals. After a
period of
serious trouble following the death of Adolf Dassler's son Horst Dassler in 1987,
the
company was bought in 1990 by Bernard Tapie, for 1.6 billion French francs ($320
million), which Tapie had borrowed. Tapie was at the time afamous specialist of
rescuing
bankrupt companies, a business on which he built his fortune.Tapie decided to move
the
brand’s production offshore to Asia. He also hired Madonna for promotion.
In 1992, Tapie was unable to pay the interest from his loan. He mandated the Credit
Lyonnais bank to sell Adidas, and the bank subsequently converted the outstanding
debt
owed into equity of the enterprise, which was unusual for then-current French
banking
practice. Apparently, the state-owned bank had tried to get Tapie out of dire
financial
straits as a personal favor to Tapie, reportedly because Tapie was a minister of
Urban
Affairs (ministre de la Ville) in the French government at the time.

20
In February 1993, Credit Lyonnais sold Adidas to Robert Louis-Dreyfus, for a much
higher amount of money than what Tapie owed, 4.485 billion francs rather than 2.85

Robert Louis-Dreyfus became the new CEO of the company. He is also the president of
the Olympique de Marseille football team. In January 2015, Adidas launched the
footwear
industry's first reservation mobile app. The Adidas Confirmed app allows consumers
to
get access to and reserve the brand's limited edition sneakers by using geo
targeting
technology
In August 2015, Adidas acquired fitness technology firm Runtastic for approximately
$240 million.

(left): The original trefoil Adidas logo until 1997. It is now used
on the Adidas Originals heritage line; (right): the 1990–2022
logo, originally designed for the Equipment line, then adopted
as the corporate emblem.

21
ADVERTISING AND CELEBRITY ENDORSEMENTS

India has been a very speculative market for Adidas. Despite this Dave Thomas,
managing director of Adidas in India is ambitious of the country's potential. The
company
hopes to double its revenue from Rs. 805 crores by 2020. In 2015, the company had
signed Ranveer Singh a prominent Bollywood actor as a brand ambassador to the
company's products. Ranveer then was a budding actor. Thecompany later decided to
use
the people's almost religious adoration for the game cricket to promote their
brand. It soon
launched a new cricket campaign in the country. The campaign was called
“FeelLoveUseHate” with prominent Indian cricketer Virat Kohli. However, in 2017,
Virat Kohli was removed as the brand ambassador of the company. The cricketer later
signed a major deal with Puma India. The company also sells its products online
through
e-commerce websites such as Myntra, Snapdeal, Jabong and Amazon. Adidas also has a
website dedicated to the Indian audience those markets and sells products to its
consumers in India.

22
INTRODUCTION

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 the world's largest supplier 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).

Nike is the world's #1 manufacturer and marketer of athletic footwear and apparel.
The
company established itself as one of the world's most familiar brands during the
1980s
and 1990s, the Nike "swoosh" logo came 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. The approach of the new century set Nike new problems. Trainers went
(briefly)
out of fashion, economic slowdown and labour problems hit Asian performance. But
the
group has bounced back, retaining its iron grip on the sporting apparel sector and
still
undisputed leader in sports-oriented street wear.

23
A HAWK EYE VIEW

Type

Public

Traded as

NYSE: NKE (Class B)

Industry

Apparel
Accessories
Sports equipment

•
•

Founded
Founders

January 25, 1964

•
•

Bill Bowerman
Phil Knight

Headquarters

Unincorporated Washington County near Beaverton, Oregon, U.S.

Area served

Worldwide

Key people

•
•

Products

•
•
•

Mark Parker
(Executive Chairman)
John Donahoe
(President and CEO)
Athletic shoes
sporting goods
accessories
Revenue

US$46.71 billion (2022)

Operating income

US$6.86 billion (2022)

Net income

US$6.05 billion (2022)

Total assets

US$40.32 billion (2022)

Subsidiaries

Converse

Website

nike.com

24
HISTORY

Nike, originally known as Blue Ribbon Sports (BRS), was founded by University of
Oregon track athlete Phil Knight and his coach, Bill Bowerman, on January 25, 1964.
The company initially operated in Eugene as a distributor for Japanese shoe maker
Onitsuka Tiger, making most sales at trackmeets out of Knight's automobile.
In 1964, in its first year in business, BRS sold 1,300 pairs of Japanese running
shoes
grossing $8,000. By 1965 the fledgling company had acquired a full-time employee,
and
sales had reached $20,000. In 1966, BRS opened its first retail store, located at
3107
Pico Boulevard in Santa Monica, California next to a beauty salon, so its employees
no
longer needed to sell inventory from the back of their cars. In 1967, due to
rapidly
increasing sales, BRS expanded retail and distribution operations on the East
Coast, in
Wellesley, Massachusetts.
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
Niketown,
opened in downtown Portland in November of that year

Nike headquarters in Washington County, Oregon

25
The SWOOSH logo is a graphic design created by Caroline Davidson in 1971, which was
bought by Phil Knight for $35. It represents the wing of the Greek Goddess NIKE. In
spring of 1972, the first shoe with the NIKE SWOOSH was introduced.
The Nike athletic machine began as a small distributing outfit located in the trunk
of Phil
Knight's car. From these rather inauspicious beginnings, Knight's brainchild grew
to
become the shoe and athletic company that would come to define many aspects of
popular
culture and myriad varieties of 'cool.'
Nike emanated from two sources: Bill Bower man’s quest for lighter, more durable
racing
shoes for hisOregon runners, and Knight's search for a way to make a living without
having to give up his love of athletics. Bower man coached track at the University
of
Oregon where Phil Knight ran in 1959. Bower man’s desire for better quality running
shoes clearly influenced Knight in his search for a marketing strategy. Between
them, the
seed of the most influential sporting company grew.
The story goes like this: while getting his MBA at Stanford in the early '60s,
Knight took
a class with Frank Shallenberger. The semester-long project was to devise a small
business, including a marketing plan. Synthesizing Bower man’s attention to quality
running shoes and the burgeoning opinion that high-quality/low cost products could
be
produced in Japan and shipped to the U.S. for distribution, Knight found his market
niche.
Shallenberger thought the idea interesting, but certainly no business jackpot.
Nothing
more became of Knight's project.
By 1964, Knight had sold $8,000 worth of Tigers and placed an order for more. Coach
Bower man andKnight worked together, but ended up hiring a full-time salesman, Jeff
Johnson. After cresting $1 million in sales and riding the wave of the success,
Knight ET.
Al. devised the Nike name and trademark Swoosh in 1971.
By the late '70s, Blue Ribbon Sports officially became Nike and went from $10
million
to $270 millionin sales. Katz (1994) describes the success via Nike's placement
within
the matrix of the fitness revolution: 'the idea of exercise and game-playing ceased
to be
something the average American didfor fun,' instead Americans turned to working out
as a cultural signifier of status. Clearly, the circumstances surrounding the shift
are not
this simple; it is one of the aims of this project to discover other generators of
popular
attention to health.

26
If Nike didn't start the fitness revolution, Knight says, "We were at least right
there. And
we sure rodeit for one hell of a ride" (Katz, 66). The 80s and 90s would yield
greater and
greater profits as Nike began to assume the appearance of athletic juggernaut,
rather than
the underdog of old. "Advertising Age" named Nike the 1996 Marketer of the Year,
citing
the "ubiquitous swoosh...was more recognized and coveted by consumers than any
other
sports brand--arguably any brand" (Jensen, 12/96). Thatsame year Nike's revenues
were
a staggering $6.74 billion. Expecting $8 billion sales in fiscal 1997, Nike has
targeted $12
billion in sales by the year 2000. And all from the back of a car.

Few can question Nike's financial hegemony. But nearly $7 billion in revenues
clearly
begs the question, what sells these shoes? It is my assertion that Nike's power to
sell comes
from deep-rooted yearnings for cultural inclusiveness and individual athletic
accomplishment. These seemingly paradoxical desires collide in consumer’s hearts
and
minds and produce the unyielding zeal for Nike shoes and apparel. Unfortunate
effects of
this zeal can be found in the rash of Nike apparel killings in 1991 and the
profusion of
Nike appeals to these disparate elements of Americans' personalities through an
advertising philosophy that is, at once, simple and sublime. In addition, Nike's
practices
of top-levelathletes promoting their products appeal to countless ages and creeds
as a way
to identify with and emulate their athletic heroes. These forces work powerfully
upon the
individual consumer, but one should not lose sight of the cultural context in which
the
individual moves.

27
ADVERTISING AND CELEBRITY ENDORSEMENTS
Nike spends $2 billion a year on marketing, spending lavishly on endorsements from
superstar athleteslike Tiger Woods. Interestingly, Nike spends minimally on TV ads-
just $60 million in the first nine months of 2017 in the U.S. Nike prefers to spend
money
on events, like the cheap three-minute viral video featuring Brazilian soccer star
Ronaldinho which got 35 million hits online; or the pre-U.S. Openfashion show Maria
Sharapova put on for reporters, "unveiling" her wardrobe for the tournament.
Nikeboasts
endorsement deals with the top players in virtually every major sport.

Roger Federer first signed with Nike footwear and apparel in 1994. For the 2006
championships at Wimbledon, Nike designed a jacket emblazoned with a crest of three
tennis racquets, symbolising the three Wimbledon Championships he had previously
won,
and which was updated the next year with four racquets after he won the
Championship
in 2006. At Wimbledon 2008, and again in 2009, Nike continued this trend by making
him a personalised cardigan that also had his own logo, an R and an F joined
together.
The world's top-ranked tennis player made headlines in both the sports and fashion
sections for the daytime and evening ensembles in which Nike outfitted him during
last year's U.S.

28
Open. His all-black nighttime outfit even sported a tuxedo stripe down his shorts.
"Federer dressed to thrill," screamed one British headline following his 2006
Wimbledon
arena arrival, in which he donned a cream colored Gatsby-esque blazer--designed, of
course, by Nike.
Nike has a long history of using its ads to make a social statement. The "Just Do
It"
campaign, created by the Wieden+Kennedy agency, launched in 1988. The first
commercial in the campaign featured 80- year-old Bay Area icon Walter Stack, who
ran
approximately 62,000 miles in his lifetime.

Nike's 2017 "Equality" campaign featured black athletes like LeBron James, Serena
Williams, Gabby Douglas, and Kevin Durant, along with actor Michael B. Jordan
talking
of the parallels between equality in sports and equality in the broader world.

29
CHAPTER 3:
Data Analysis and
Interpretation

30
Q1). “Your Age Group?”
Age Group

15-18

18-22

22-25

>25

No. Of

16

73

05

26

respondents

Count of Age
80
70
60
50
40
30
20

10
0

15-18 years

18--22 years

22-25 years

Above 25 years

31
Q2). “Your city?”

Total
60

55

50

40

41

30
20
10

Comment:
Most of the responses are from Delhi NCR, cities like Noida, Ghaziabad ,
Gurugram , Faridabad, etc. but there are also some responses from cities like
Lucknow, London etc.

32
Q3). “Your Educational Status?”

Educational Status

Count of Educational Status

College Student

82

School Student

10

Working Professional

32

Count of Educational Status

Working Professional

School Student

College Student

10

20

30

40

50

60

70

80

90

33
Q4). “Do you play any Outdoor Sport?”

Preference

Yes

No

No. of Respondents

83

37

34
Q5). “Do you prefer wearing Sport Shoes?”

Preference

Yes

No

No. of Respondents

117

03

COMMENT: Most of the respondents i.e., 97.5% of the total respondents

agreed that they preferred wearing sport shoes for their daily life activities,
whereas as some of the respondents i.e., 2.5% of the total respondents said
they do not prefer sport shoes much.

35
Q6). “Have you ever played or participated in any outdoor
sporting event/competition?”

Preference

Yes

No

No. Of

100

20

respondents

100
90

90

80
70
60
50
40
30

34

20
10
0
No

Yes

36
Q7). “What factor do you consider the most for selecting a
particular shoe?”

Preference

Durability

Design

Price

Comfort

No. Of

15

15

06

84

Respondents

Price
Durability 4%
14%
Design
10%
Comfort
72%

COMMENT: Maximum number of respondents believed that Comfort is the most

important factorfor selection of a particular shoe as 72% of them agreed with the
same.
Durability and Design of the shoes was considered the key factor by 14% and 10% of
the respondents respectively.
Whereas the price of the shoes mattered the least to the respondents with only 04%
considering it as the deciding factor.

37
Q8). “Do you consider the weight of the shoe as a deciding
factor?”

Preference

Yes

No

No. Of

94

26

Respondents

COMMENT: Majority of the respondents i.e. about 78.3% of the

respondents consider the weight of the shoe as a key factor for deciding in
favor of or against a particular sport shoe.
Whereas 21.7% of the respondents did not consider the same as much of a
deciding factor.

38
Q9). “How much influence do brand image/brand ambassadors
have on shaping your perception and ultimately impacting your
decision when selecting sports shoes?”

Preference

No. Of

Significant

Moderate

Minor

Influence

Influence

Influence

21

44

28

No Influence

27

Respondents

NO

27

MI NO R

28
44

MO DE RAT E

S I GNI FI CANT

21
39
Q10). “Which brand do you prefer?”

Preference

Adidas

Nike

Others

No. Of

34

61

25

Respondents

34

Adidas

61

Nike

25

Others

10

20

30

40

50

60

70

40
COMMENT: Nike is preferred by around 50.8% of the respondents which
shows that it is the most popular brand among the teenagers. Adidas on the
other hand is the preferred brand of 28.3% of the respondents. 20.8% of the
respondents preferred other brands such as Skechers/Bata/Campus, etc.

41
Q11). “Are you satisfied with the quality of the
preferred brand?”

Preference

Yes

No

No. Of Respondents

116

04

03.3%

COMMENT: 96.7% of the respondents agreed on being satisfied with the

quality of their preferred brands. On the other hand, 03.3% of the respondents
were not satisfied with the quality of their respective

brands due their

personal bad experiences.

42
Q12). “Are you satisfied with the price range of the preferred
brand?”

Preference

Yes

No

No. Of Respondents

83

37

COMMENT: Most of the respondents i.e., 69.2% of the total respondents

are satisfied with the price range of their respective preferred brands,
whereas the other 30.8% of the total respondents considered the prices of the
sport shoes quite high even though they still bought from the same brand due
to their high quality and comfort factors.

43
Q13). “What kind of promotional tool do you
prefer?”

Preference

Discounts

No. Of

75

Gift

Buy One

Coupon

Get One

14

22

Cashback

09

Respondents

80

75

60
40

14

20

22
9

0
DISCOUNTS

GIFT COUPONS

BUY ONE GET

ONE

CASHBACK

44
COMMENT: ‘Discount’ offers and ‘Buy One get One’ offers are
preferred the most by the respondents as both of them were considered the
best by 62.5% and 18.3% of the total respondents respectively. Whereas Gift
Coupons and Cashbacks as promotional tools do not appeal much to the
respondents, so they only got 11.7% and 07.5% of the total responses in their
favor.

45
Q14). “Do advertising and celebrity endorsements influence
your purchase decision?”

Preference

Yes

No

No. Of Respondents

61

59

YES

NO

59

61

46
COMMENT: Advertising and celebrity endorsements seem to have great
impact on the purchase preference of the respondents as 61% respondents
said that they were influenced by the advertisements and celebrity
endorsement campaigns. Whereas advertisement and celebrity endorsements
does not have much influence over the preferences of the other 59% of the
respondents.

47
Q15). “Do you normally switch over brands?”

Preference

Yes

No

No. Of Respondents

78

42

90
80

70
60
50
40

78

30

42

20
10
0

Yes

No

48
COMMENT: Majority of the respondents which is 65% of the
respondents said that they shifted to other brands normally. On the other
hand, good 35% of the respondents did not believe in switching brands
normally.

49
Q16). “If yes, what may be the reason?”

Preference

More

Better

Attractive

Better

Variety

Deals

Design

Quality

26

18

17

28

No. Of

Others

06

Respondents

30

Better Quality, 28

More Variety, 26
25

20

Better Deals, 18
Attractive Design, 17

15

10

Others, 6
0
MORE
VARIETY
BETTER
DEALS

ATTRACTIVE
DESIGN

BETTER
QUALITY

OTHERS

50
COMMENT: Better Quality and More Variety of products offered by
other brands were found out to be the major causes of shifting over of the
brand by the respondents as 29.5% and 27.4% of the respondents gave the
following reasons respectively. Whereas 18.9% and 17.9% of the
respondents claimed that they shifted brands due to Better Deals and more
Attractive Designs offered by other brands, while there were .6.3%
respondents who choose other reasons.

51
CHAPTER 4:
Conclusion

52
Conclusion of the Study
Research findings
•

Nike is the market leader as it holds the maximum market share of 50.3%.

Adidas is chasing its position most aggressively and stands second in the market
of sport shoes with the market share of 28.3%.

While 20.8% market share is held by all the other brands of sport shoes available
in India such as Skechers, Action, Reebok etc.

Consumer reactions suggest that Comfort, Durability and Weight of the shoes are
the key factors that are considered during the purchase of sport shoes by most of
the people. This showsthat people have become more aware and conscious about
the quality of shoes.

People also consider Price a key factor as the survey shows that people have the
propensity to shift to another brand if they are offered better deal or better
quality
of shoes at the same price.

In many cases, even though the consumer is not satisfied with the price of the
shoes, they buy them anyway as they do not want to compromise on the quality.

Offers such as ‘Discounts’ and ‘Buy One get One free’ are the most affective
promotional tools.

Advertising and Celebrity endorsements by world class sportsmen and athletes

such as Virat Kohli play a major role in influencing purchase decision of the
consumers.

53
ANNEXURE

QUESTIONNAIRE

1) Age?
15-18
18-22
22-25
Above 25

2) City?

3) Educational Status?
School Student
College Student
Working Professional

4) Do you play any outdoor sports?

Yes
No

54
5) Do you prefer wearing Sport shoes?
Yes
No

6) Have you ever played or participated in any outdoor

sporting event/competition?
Yes
No

7) What factor do you consider the most for selecting a

particular shoe?
Price
Comfort
Durability
Design

8) Do you consider the weight of the shoe as a deciding

factor?
Yes
No

55
9) How much influence do brand image/brand ambassadors
have on shaping your perception and ultimately
impacting your decision when selecting sports shoes?
Significant Influence
Major Influence
Minor Influence
No Influence

10) Which brand do you prefer?

Adidas
Nike
Other

11) Are you satisfied with the quality of your preferred brand?
Yes
No

12) Are you satisfied with the price range of your preferred
brand?
Yes
No

56
13) What kind of promotional tool do you prefer?
Discount offer
Gift Coupon
Buy One get One
Cashback offers

14) Do advertising and celebrity endorsements influence your

purchase decision?
Yes
No

15) Do you normally switch over brands?

Yes
No

16) If yes, what may be the reason?

More Variety
Better Deals/Offers
Attractive Design
Better Quality Product
Any other, please specify

57
17) How loyal are you to your preferred brand of shoes on a
scale of 1-10?

58
BIBLIOGRAPHY

The lists of reference for the purpose of completing this marketing project are as
given
below:

Books:
Kotler Philip, Marketing Management: Analysis

INTERNET:

https://www.forbes.com/2008/01/24/nike-
endorsementathletesbizcz_0124nikeathletes_slide.html#97d693424d5
https://www.adidas.co.in
https://www.nike.com/in/
https://en.wikipedia.org/wiki/Nike,_Inc.
https://en.wikipedia.org/wiki/Adidas
https://www.forbes.com/search/?q=adidas%20brand%20ambassador
https://www.referralcandy.com/blog/nike-marketing-strategy/
https://www.britannica.com/topic/Nike-Inc
https://www.britannica.com/topic/Adidas-AG
https://google.com
https://bard.google.com
https://docs.google.com/forms

59