Student of BBA at GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY New Delhi, Delhi

Institute: GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY Status: Offline Posts: 2 Join Date: Jun 2008 Location: New Delhi, Delhi complete project report on nike shoes - August 29th, 2008 A SUMMER TRAINING REPORT ON MARKETING STRATEGY OF NIKE AT ―NIKESHOES INDUSTRIES LIMITED‖

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION (BBA)

TRAINING SUPERVISOR SUBMITTED BY

SESSION 2005-2008

ACKNOWLEDGEMENT

The present work is an effort to throw some light on Marketing Strategy of Nike at ―Nike Industries Limited‖. The work would not have been possible to come to the present shape without the able guidance, supervision and help to me by number of people. With deep sense of gratitude I acknowledge the encouragement and guidance received by my

organizational guide …………..and other staff members. I convey my heartful affection to all those people who helped and supported me during the course, for completion of my Project Report. …………….. EXECUTIVE SUMMARY This marketing strategic plan has been written keeping in mind the Indian operations of Nike Inc. – the global sports shoe giant. It aims first, at analyzing the sports shoe industry India and finding a place in it for Nike. It then sets out to describe the target audience for the product range and finally suggests a host of marketing strategies and activities that will help Nike to achieve its target of becoming the #1 sports shoe brand in India. The plan begins with a brief overview of the product category being dealt with, namely premium quality sports shoes. It also dwells briefly on the history of the company and its current position and activities. The project moves on to the crux of the matter – the marketing plan to be followed by Nike in India. Firstly, the objectives behind this plan and the core strategy are stated. Customers to be eventually targeted are described and compared with competitors‘ customer targets. After starting the objectives and reasoning behind them, the actual marketing programs are described in detail. This includes aspects such as pricing, advertising, promotion, sales, channels, and the company website. Suggestions are made on each and every one of these aspects; improvements and innovations are recommended.

The plan then goes on to the customer analysis section. The customer base is identified and various segments are pointed out. Various criteria and factors have been taken into consideration while segmenting the market. We have also tried to ascertain why customers buy these products, how they choose, and what factors matter most when making their decisions.

The last few pages of this marketing plan deal with the various ways in which the plan, once implemented, can be monitored and controlled TABLE OF CONTENT 1) INTRODUCTION 1-13 a) Background of the problem 1 b) About The Nike Industry 3 c) Nike Maxsight 4 d) Industry Overview 5 e) Product Trend 8

2) RESEARCH METHODOLOGY 14-20 a) Research objectives 14 b) Research design 15 c) Data sources 15 i) Primary data 15 ii) Secondary data 15 d) Questionnaire design formulation 16 e) Sample design 17 f) Limitations of the research 20 3) COMPANY PROFILE 21-43 a) Nike Industries Ltd. – A company profile 21 b) Recent Development 21 c) Future Plan 23 d) Risk and Concern 28 e) Literature Review 31 f) 4ps of Nike 40 g) SWOT Analysis 41 4) DATA ANALYSIS 44-63 5) CONCLUSION & FINDINGS 64-67 6) RECOMMENDATIONS 68-75 a) OTHER SUGGESTION INCLUDE 69

7) ANNEXURE 76-82 8) BIBLIOGRAPHY 83

INTRODUCTION BACKGROUND OF THE PROBLEM Since the late 1980s, Business School marketing professor Itamar Simonson has looked for ways to understand how consumers make choices. Much of his work debunks the accepted theory that giving consumers what they want and making a profit are the most basic principles of marketing. Customers may not know what they want, and second-guessing them can be expensive, says the professor who teaches MBA and PhD marketing and consumer decision-making courses. In Simonson‘s words, ―The benefits and costs of fitting individual customer preference are more complex and less deterministic than has been assumed.‖ That‘s because ―customer preferences are often ill-defined and susceptible to various influences, and in many cases, customers have poor insight into their preferences.‖ In one of his recent papers, Simonson tackles the issue of one-to-one marketing and mass customization. Supporters of these marketing approaches have

suggested that learning what customers want and giving them exactly what they want will create customer loyalty and an insurmountable barrier to competition. In an example taken to the extreme in the 2002 movie Minority Report, Tom Cruise‘s character runs through a shopping mall past talking billboards that recognize him by name and urge him to buy products he had earlier expressed an interest in such as jeans and Ray-Bans, the ultimate in personalized advertising. But Simonson has this to say: ―The fact that consumer preferences are often fuzzy, unstable, and manipulatable is unlikely to change. So, the effectiveness of methods to give customers exactly what they (say they) want has been grossly exaggerated.‖ His take on the long-held assumption that individual marketing will supplant targeted marketing is ―not so fast.‖ In studies, he has learned that ―even when customers have well-defined preferences and receive offers that fit those preferences, it is far from certain that the response to such offers will consistently be more favorable than those directed at larger market segments.‖ It‘s all psychology. Consumers with well-defined preferences may be skeptical that a marketer could match expectations. Those who don‘t know what they want may not ever see the fit with what the seller wants them to buy. So, individualized offers depend on customers‘ preferences &; how the offer was extended &; and on trust. ―Effective individual marketing requires not only an understanding of individual preferences and matching offers to those preferences, but also a thorough familiarity with the various factors that impact customers‘ responses,‖ Simonson writes. This is a tall order, one that some companies have been able to fill, at least to some extent. For example, Amazon keeps track of customers‘ purchases and suggests other books they might like. Dell builds computers from mass-made parts to customers‘ specifications. But Simonson argues some companies can take the concept too far, like the Custom Foot chain of shoe stores that took detailed measurements and specifications from each customer to design one-of-a-kind shoes. Custom Foot didn‘t take into account that some customers were put off by the individualized attention, Simonson says, and felt obligated to buy the shoes because the store went to so much trouble. They often didn‘t come back. So knowing only the customer preferences is not enough. It is required to understand other aspects of customer behavior. Kipping this in mind, present study will find out and analyze consumer behavior of Nike shoes with reference to ladies segment.

ABOUT THE NIKE INDUSTRY In sport, visual acuity and protection can mean the difference between winning and losing. Light

subsequently how the body reacts and performs -. By removing most of the blue light. there‘s virtually no distortion as with standard sunglasses. They are so awesome. tennis and soccer. Athletes tested in Nike MaxSight lenses found they squinted less. Roberts said. because they don‘t exist. available August 2005. the frame or the nosepiece. Plus there‘s limited incidental light or peripheral flickering creeping around the sides. he became one of the first true fans of Nike MaxSight after impressive initial results. Nike Maxsight HOW THEY WORK Nike‘s patented Nike MaxSight Light Architecture™ selectively alters specific wavelengths of light within the visual spectrum to enhance key elements in sport. in effect. In fact. Max Sight also eliminates light leakage. For sports not conducive to eyewear. there‘s minimal squinting in bright light. The athlete gets crisp. Nike MaxSight eliminates the environmental effects that plague sunglasses like fogging. clear vision without anything getting in their way. so there‘s no bending or scattering of light. Nike MaxSight provides through-and-through tinting (unlike cosmetically tinted lenses). Nike knows that in athletic competition. contrast and clarity are enhanced — a decided advantage for any competitor.‖ said Roberts early in the MLB season. WHAT IT IS Nike MaxSight. as with sunglasses. reducing glare and filtering out 95% of UVA and UVB and more than 90% of blue light. ―I wore the lenses and went 2 for 4. And there are no pressure points and no slippage. But because the lens rests directly on the eye. scratching.conditions have a dramatic effect on how the human eye perceives and. Marco Materazzi of Italy‘s Inter Milan football club and Baltimore Orioles second baseman Brian Roberts are among the pro athletes wearing Nike MaxSight. reducing the need to squint. and had exceptional views of contours and movement. additional weight. such as golf. were able to relax more. shallow contrast on a putting green. .‖ With Nike MaxSight. even small advantages are critical to performance. There‘s no obstruction from the edge of the lens. During a spring daytime game. allowing the eye to relax and perform more naturally. or nosepieces and frames to obstruct vision. and quicker visual definition when going from bright light to shadows. one giant visual sweet spot. Nike has spent the last eight years exploring the human eye to understand the science of vision in the development of the new Nike MaxSight Sport-Tint Contact Lens. ―It has been a lot of fun to start the season this hot. athletes will see marked improvement. Athletes get the same clear view at all angles. Plus. Nike MaxSight is.in the sun glinting over the upper deck. developed in partnership with Bausch & Lomb. even on days where the sun‘s not at its brightest. is a tinted soft contact lens that behaves like sunglasses. or quickly adjusting from shadows to light on a tennis court or mountain bike single track.

We feel lucky to have a genuine. ‗I‘ve never seen a ball that distinct and clear. but like so many ambitious souls.000 people. But through it all.‖ says Alan Reichow. then subsequent research projects using collegiate athletes. and every one of them is significant to our mission of bringing inspiration and innovation to every athlete in the world. Oregon. Maine.‖ says Dr. most of it good. we remain totally focused on creating performance opportunities for everyone who would benefit. and it defines how Nike pursues its destiny. ―It looks competitive. Oregon‘s Pacific University baseball players were the first athletes to undergo testing. Coach Greg Bradley requested that he be allowed to try them before his players. Lenses come in six-pack packaging. ―He‘d never worn contacts. Reichow. ―He took two pitches and turned around and said. though most athletes will wear them selectively and for short durations. Along the way Nike joined up with some great partner companies that help extend our reach within and beyond sports. a universally understood lexicon of passion and competition. altruistic reason to be: the service of human potential. . are now the world's most competitive sports and Fitness Company. ―It makes the eye look distinct. The World Headquarters is in Beaverton.‖ ROLL OVER PHOTOS FOR A MAXSIGHT LENSE SIMULATION THE WEAR Nike MaxSight is a 30-day lens. It defines how he viewed the world. Put them on anybody who wants them. A lot has happened at Nike in the 30 years since we entered the industry. some of it downright embarrassing. Nike Vision Consultant. Ours is a language of sports. Quebec.Wearers will also discover a game-day benefit – the look. Bauer Nike Hockey. Nike MaxSight is available with or without a correction. thereby making it accessible to athletes whether they wear contacts or not. Oregon. That's the great benefit of sports. The Pacific Northwest is Nike's hometown. we have expanded our horizons to every corner of the world. based in Montreal. conducting an initial clinical project. What started with a handshake between two running geeks in sleepy Eugene. is the world's leading manufacturer of hockey equipment and a wholly owned subsidiary of Nike. and we're glad to be in the middle of it. and offering empowering messages for everyone who would listen. Inc. Cole Haan offers casual luxury footwear and accessories out of New York City and Yarmouth. THE HISTORY Nike began exploring the Nike Max Sight technology in 1997.‘ INDUSTRY OVERVIEW Bill Bowerman said this couple of decades ago. Nike employs around 23. The guy was right. the large-pupil effect.

We see a bigger picture today than when we started. Nike completed the acquisition of Converse. female office workers. As small as we feel. If you have a body. In 2003. Other major consumer segments include male office workers.Nike partnered with Hurley International. Respondents overwhelmingly preferred the color black and. And as long as there are athletes. This portfolio of brands includes the Official Starter Properties LLC and Official Starter LLC which are the sole owners and licensors of the Starter. a line of athletic apparel. managers and executives. Nike created the Exeter Brands Group. managers and executives are the segment with the biggest spending power for now and in the coming three years. white and red. Consumer Segments with the Biggest Spending Power Male professionals. followed by goat/kid/lamb/sheep skin and crocodile skin. popular colors included light brown. and home of the perennially popular Chuck Taylor AllStar and Jack Purcell footwear. a premium teen lifestyle brand founded by 20-year industry veteran Bob Hurley based in Costa Mesa. retailers and service providers employ close to 1 million people. the globally recognized footwear brand with nearly a century of sports heritage. dedicated to building athletic footwear and apparel brands for the value retail channel. We operate on six continents. Separate business units within the Nike brand include The Jordan/Jumpman 23 brand and Nike Golf. sole proprietors/business owners. shippers. dark brown. the Nike family is a fairly vast enterprise. For handbags/briefcases. and female professionals. there will be Nike. to a lesser extent. The Competitiveness of Hong Kong Brands/Suppliers of Leather Consumer Goods. Our suppliers. you are an athlete. one that includes building sustainable business with sound labor practices. California. footwear and accessory products for the value retail channel. We retain the zeal of youth yet act on our responsibilities as a global corporate citizen. PRODUCT TREND Bovine skin was by far the most preferred leather material. Team Starter and Asphalt brand names as well as master licensee of the Shaq and Dunkman brands. Most . a wholly owned subsidiary. The diversity inherent in such size is helping Nike evolve its role as a global company. Exeter Brands Group: In August 2004.

it is a delight to bring a pair home. They would obviously want to see their shoes last a long time. Well padded and cushioned. with most respondents picking those as the major reasons behind the attractiveness of Hong Kong brands in the high-end and mid-range segments respectively. Besides the overall design and compactness of the shoes have made it a favorite of many professional athletes around the world. but less competitive in the low-end segment. Durability: People purchasing a pair of shoes at such a high price often feel that they have made an investment. A lightweight shoe provides greater mobility and eases the pressure on the feet of the wearer. The competitiveness of Hong Kong brands mainly rests on their product style/design and quality. The features that are a part of every Nike sports shoe are as follows. To prove this point we draw the example of the authors of this marketing plan. All of us own a pair of Nike‘s and have been wearing them for well over two years – a symbol of the durability of Nike shoes. PRODUCT PROFILE Apart from delivering a pair of comfortable sports shoes Nike also provides a number of valueadded features with its products.retailers consider Hong Kong brands to be either very competitive or quite competitive in both high-end and mid-range segments. they provide a tremendous level of comfort to the wearer and reduce the strain to his feet while playing. Lightweight: This attribute is in line with the two described above. Style: Nike‘s designs are considered to be the most stylish in the industry and beat all others as far as looks are concerned. Comfort: Nike shoes are renowned all over the world for the comfort they provide. Many models feature an air pocket in the shoe that reduces the weight of the shoe and reduces pressure on the heels. Add to this . High Performance Sports Shoes: Nike has patented the ―Air‖ system and has made it into a regular feature in most of its models. Attractively packaged.

However. coming across a defective pair in a store are a rarity. designed to be 30% lighter than their competitors'.the ―Swoosh‖ – the most recognizable symbol in sports and you have a product that would give the user a definite sense of pride.. .[ Nike positions its products in such a way as to try to appeal to a "youthful. called Air Zoom Yorker.  To analyze buying behavior of ladies segment of consumers. making deductions and reaching conclusions..[5] It is positioned as a premium performance brand. collecting.  To recommend strategies to Nike to increase sales in ladies segment. and at last carefully testing the conclusions to determine whether they fit the formulating Hypothesis. and buying behavior of consumers in case of footwear of Bata. preferences.materialistic crowd". organizing and evaluating data. NIKE 6. owing to the fact that the company implements strict quality control measures.0 and Nike SB shoes. designed for skateboarding. the search for Knowledge through Objective and Systematic method of finding solutions to a problem is Research. Nike has recently introduced cricket shoes. RESEARCH OBJECTIVES  To study the tastes. Nike shoes also come with a guarantee card that enables the owner to return it in case of manufacturing defects. formulating hypothesis or suggested solutions. The most recent additions to their line are the Nike 6. In short.O NIKE SB RESEARCH METHODOLOGY Research comprise defining and redefining problems..

Some of the questions are of multiple-choice type. The main characteristic of this method is that the researcher has no control over the variables. SECONDARY DATA For the company information I had used secondary data like brochures. books and through Internet search. It can be Closed Ended or Open Ended . Questionnaire: . PRIMARY DATA The data that is collected first hand by someone specifically for the purpose of facilitating the study is known as primary data. DATA SOURCES There are two types of data. QUESTIONNAIRE DESIGN FORMULATION Under this method. So in this research the data is collected from respondents through questionnaire. Questionnaire has structured type questions as well as unstructured type questions. he can only report what has happened or what is happening.The main objectives of this study are:  Working of Insurance Plans  SWOT analysis of the product sold  Comparative study with the competitors RESEARCH DESIGN TYPE OF RESEARCH: Descriptive research Descriptive research includes Surveys and fact-finding enquiries of different kinds. The questions have more than one alternative. Source of primary data for the present study is collected through questionnaire and answered by consumers of Nike shoes.A questionnaire consists of a set of questions presented to respondent for their answers. The secondary data is collected from journals. The Method used by me is Survey Method as the research done is Descriptive Research. list of questions pertaining to the survey are prepared for marketing staff of consumers of Nike shoes. Structured objective type questions are prepared for the respondents with fixed response categories. RESEARCH INSTRUMENTS Selected instrument for Data Collection for Survey is Questionnaire. web site of the company etc.

Close Ended: . Among the probability sampling design the sampling design chosen is stratified random sampling. different gender and different profession EXTENT:Where the survey should be carried out? I have covered entire residential area of Delhi city for the survey TIME FRAME:When the survey should be conducted? I conducted my survey for 8weeks from 10th may to 10th July SAMPLING FRAME:The source from which the sample is drawn SAMPLING TECHNIQUE: How should the respondent be chosen? In the Project sampling is done on basis of Probability sampling. General public of different age group. TYPES OF QUESTION INCLUDED: DICHOTOMOUS QUESTIONS Which has only two answers ―Yes‖ or ―No‖? MULTIPLE CHOICE QUESTIONS Where respondent is offered more than two choices. different gender and different profession .Allows respondents to answer in their own words & are difficult to Interpret and Tabulate. RATING SCALE A scale that rates some attribute from ―highly satisfied ‖ to ―highly unsatisfied ― and ―very inefficient‖ to ―very efficient‖ SAMPLING UNIT: Who is to be surveyed? The marketing researcher must define the target population that will be sampled.Open Ended: . Because in this survey I had stratified the sample in different age group. IMPORTANCE SCALE A scale that rates the importance of some attribute.Pre-specify all the possible answers & are easy to Interpret and Tabulate. The sample Unit taken by me.

The responses are thoroughly checked in home for incorrect. (ii) Tabulation – bring similar data together and totaling them in meaningful categories. LIMITATIONS OF RESEARCH The geographical area was very much limited to residential area & so the results are not particularly reflection of the current behavior. corrected and modified. are visited. journals are consulted. Generally editing is required for open type of questions. Questionnaires are edited both in the field and later in home. Percentages of respondents answered similarly are calculated and placed in a table. (c) Council of scientific and industrial Research (CSIR) (d) PHD chamber of commerce. CONCLUSION WAS DRAWN BASED ON THE SURVEY FINDINGS Finally recommendation was made to improve the sales strategy of Nike shoes to increase the sales volume in ladies segment. The collected data are placed into an order. DATA PROCESSING METHODOLOGY (i) Once the primary data have been collected. Then immediately after the interview. SAMPLE DESIGN THE BASIS OF SAMPLING: Consumers of Nike shoes are chosen randomly. This involved drawing conclusion from the gathered data. (ii) Internet sites containing information on Nike shoes & marketing are browsed. Then this is interpreted. Field editing took place just often the interview. (IIT) Delhi. . 50 nos STEPS FOLLOWED IN COMPLETING THE STUDY (i) Libraries at (a) Indian Council for Applied Economic Research (ICAER). inconsequential or contradictions categories are developed only often the replies has been reviewed. they are (I) edited – inspected. Brief notes or symbols are frequently used during the interview to initially record the interviewer‘s response since it was not desirable to interrupt the flow with lengthy note taking. so that unbiased.SAMPLE SIZE Consumers of shoes. This review provided a feel for the pattern of answers and thus determine what categories best represent the answers. (iii) Sample survey was conducted. representative sample may be obtained. Interpretation changes the new information immerging from the analysis into information that is pertinent or relevant to the study. Management / marketing books. (iv) Data was thoroughly checked for error. (b) Indian Institute of Technology. brief notes are respondent.

 The collected data are placed into an order. COMPANY PROFILE NIKE INDUSTRIES LTD. Bangalore (Karnataka). Nike first established itself in India in 1931 and commenced manufacturing shoes in Batanagar in 1936. Interpretation changes the new information immerging from the analysis into information that is pertinent or relevant to the study. The footwear manufactured in this factory. The commencement of production from this factory will help in re-cooping the minimal loss being suffered by the company from this lockout. The company is also enabling the buy back provision in its Articles of association to enable buy back of shares. Patna (Bihar). which will be fixed by the Calcutta High Court. Then this is interpreted. The lockout declared at the Peenya factory on October 1. This involved drawing conclusion from the gathered data.500 retail stores and 27 wholesale depots provide excellent access to consumers and wholesale customers throughout India.  Due to limited time period and constrained working hours for most of the respondents. The assets and liabilities of both the units will be transferred to these companies and shares will be offered in the agreed ratio to the existing shareholders of Nike India Ltd on a record date. . the Canadian parent had a 51 per cent stake while institutional holding was about 13 per cent. 2006. Resistance of consumers to price rises in popular volume products as well as discounts to clear slow-moving stocks and under utilization of production capacity adversely affected the operational results. Faridabad (Haryana). The company has its Headquarters in Kolkata and manufactures over 33 million pairs per year in five plants located in Batanagar (West Bengal). RECENT DEVELOPMENTS Nike India has said that it‘s Faridabad and Mokamehghat units are being taken over by Fashion Shoe Private Ltd and BDCL Enterprises Pvt Ltd. Percentages of respondents answered similarly are calculated and placed in a table. the answers at times were vague enough to be ignored. respectively. will now be gradually produced within the factory. wholesale sales have declined due to restriction of supplies as a means to recover customers‗outstanding. As on December 31. It has a distribution network of over 1. General recession and sluggish market conditions in the industry also have had a direct impact on lower sales and profitability.  Most of the people in India take their Nike Shoes in the period preceding March & so the response to initial contacts were not all encouraging and that has been the primary reason in the inability to quantify the results large enough so as to deduce any relevant outcomes. – A COMPANY PROFILE Nike India Ltd (BIL) is India‗s largest footwear company. which was shifted to the company‗s other factories and associated manufacturers. It secures its leather supply from two tanneries in Mokamehghat (Bihar) and Batanagar (West Bengal). While retail sales have increased both in value and volume. Hosur (Tamil Nadu).BIASES AND NON-COOPERATION OF THE RESPONDENTS. 2007 due to serious industrial relation problems and non-compliance with the tripartite settlement has been withdrawn.

Those who don‘t know what they want may not ever see the fit with what the seller wants them to buy. But Simonson has this to say: ―The fact that consumer preferences are often fuzzy. So knowing only the customer preferences is not enough. The partnership entails retailing a range of sports shoes for walking. Dell builds computers from mass-made parts to customers‘ specifications. So. Besides. customers have poor insight into their preferences. They often didn‘t come back. it is far from certain that the response to such offers will consistently be more favorable than those directed at larger market segments. Simonson tackles the issue of one-to-one marketing and mass customization. For example. Nike and Reebok India Company have announced an agreement to foray into retailing partnership for sale of Reebok and Rockport footwear in Nike outlets. but also a thorough familiarity with the various factors that impact customers‘ responses. ―The benefits and costs of fitting individual customer preference are more complex and less deterministic than has been assumed.‖ Simonson writes.‖ In studies.In Simonson‘s words. This is a tall order. he has learned that ―even when customers have well-defined preferences and receive offers that fit those preferences.mostly from China . Consumers with well-defined preferences may be skeptical that a marketer could match expectations. It is also open to the idea of importing shoes .500. and manipulatable is unlikely to change. But Simonson argues some companies can take the concept too far. ―Effective individual marketing requires not only an understanding of individual preferences and matching offers to those preferences. Amazon keeps track of customers‘ purchases and suggests other books they might like. Simonson says. how the offer was extended &. It is required to understand other aspects of customer behavior.‖ It‘s all psychology.‖ His take on the long-held assumption that individual marketing will supplant targeted marketing is ―not so fast. and in many cases. Custom Foot didn‘t take into account that some customers were put off by the individualized attention. and felt obligated to buy the shoes because the store went to so much trouble. Plans are afoot to start selling apparel in India . like the Custom Foot chain of shoe stores that took detailed measurements and specifications from each customer to design one-of-a-kind shoes. and on trust. unstable. So. the company‘s aggressive focus on retailing and revamping of business (a division into shoes and apparels) is also helping sentiment for the scrip.‖ In one of his recent papers. running. at least to some extent. An attractive valuation compared to its peers is the main trigger for the scrip. tennis and training for personal fitness and sports ranging between Rs 900-2. individualized offers depend on customers‘ preferences &. Supporters of these marketing approaches have suggested that learning what customers want and giving them exactly what they want will create customer loyalty and an insurmountable barrier to competition. one that some companies have been able to fill.‖ That‘s because ―customer preferences are often ill-defined and susceptible to various influences. Kipping this in mind. present study will find out and analyze consumer behavior of Nike shoes with reference to ladies segment.if it works out cheaper. the effectiveness of methods to give customers exactly what they (say they) want has been grossly exaggerated. FUTURE PLAN The management says that it is not averse to outsourcing if it worked out cheaper.

The company has been going through a period of transition for the past one year.68 crore (Rs 8. in spite of this and the license to sell other brands like Nike. However. There‘s talk that the company is planning on a voluntary retirement scheme (VRS) to cut costs. Customers feel the company is lacking in innovation. For the third quarter ended 30 September 2007. The company has decided to cleanse its wholesale operation by building relationships with credit-worthy buyers. Besides. Despite reducing its losses for the quarter.51 crore) on a 9. The company may be able to address the first problem through outsourcing products. Nike India‘s major problems include its high cost of production and low emphasis on marketing.2% increase in net profit to Rs 154. With the expansion of the retail industry in New Delhi and Mumbai. Hush Puppies and Lotto. Increasing domestic competition.26 crore). been continuously recording weak performances as a result of an overall slowdown in the industry due to lower consumer spending.made by the joint venture North Star. Nike India has a large marketing network with over 1. The company has put a fresh focus to its retail business. the company has recently decided to shift its marketing operations to Delhi in order to provide value shopping for its customers. it also entered into a retailing tie-up for Lee Cooper shoes.000 dealers all over the country. Nike India has plans to invest in sophisticated machinery to retain its niche place in manufacturing. the manufacturing activity and the registered office will continue at Kolkata. Nike has not been able to improve sales consistently. their preference has shifted to other local brands. Nike India has also been trying to focus on aggressive marketing of its product. Nike India is the biggest player in the Indian shoe market. However. The recent rise in sales during the third quarter ended September 2006 can be attributed to the festive season. despite having strong brand recall. has also been eroding into the company‘s market share.27 crore (Rs 141.500 showrooms. At the top of the four-tier structure will be international stores stocking brands like Nike and . particularly from the unorganized sector. Hence. Bata‘s brand image has been restricted to that of a company that emphasizes on utilitarian products more than trendy ones. It is to the company‘s credit that it has lately overhauled its marketing set-up into a four-tier retail structure that will be stocked with products matching the area‘s customer profile. over the last few quarters. 27 wholesale depots and eight retail distribution centers across the country. Recently. The company is finding it difficult to maintain its market share in a highly price-sensitive Indian market. Nike India reduced its losses to Rs 5. 97% of the company‘s revenues are from the domestic market while the remainder is from exports. A Nike outlet in an up market place will offer a distinctly different range of footwear from another in the suburbs. there is a network of 300 exclusive wholesalers servicing 25. Nike India has.

even Nike may consider relocating its manufacturing bases in China. BIL has a market share of 60% in leather products and 70% in canvas shoes. The company has identified the brands Power. Marie Claire and Hush Puppies for the top end of the market. Tatas. Nike India. Alternatively. However. The job involves developing special communication directed towards the festival season shoppers. At the bottom will be bazaar stores that will basically aim at driving volume sales at lower price points. North Star. This may significantly affect Nike India‘s prospects unless it manages to wean away customers with a drastic cut in costs. Bubble gummers. Each of these managers assisted by a dedicated team would be like a brand champion responsible for procurement. The turnover break up is as follows –  Products Volume (%) Value (%)  Rubber and Canvas 50: 30  Leather 29 :57 . Middle East and Far East. Nike India has roped in Ogilvy & Mother for devising its festive season advertising. its incumbent agency.300-outlet strong retail business division along specific customer segments into Bazaar. like other Indian manufacturers. It competes with Indian players such as Liberty Shoes. remains the biggest player in the Indian shoe market. focus on stores configuration. better industrial relations and overhead rationalization. Action Shoes and Lakhani Shoes and global players like Adidas. Nike India Ltd (BIL) is India‘s largest footwear company selling over 60 Mn pairs per year in India. USA. The footwear industry in India is highly fragmented and dominated by the unorganized sector. Nike India has decided to appoint brand managers for each product group in a newfound aggression to tackle dwindling sales. At the same time. though its share in footfalls has been decreasing over the years. Phoenix International. Europe. Accessories and garments contribute footwear sales account for more than 96% of sales while the balance. Next will be city stores. Nike India has decided to restructure its 1. distribution logistics. and City and Flagship stores. production.Reebok. Third in line will be family stores at commercial locations displaying basic and mid-range footwear. sidestepping JWT. Now in a determined bid to straddle across all product and price points. the 51% subsidiary of Toronto-based Nike Shoe Organization. it is not that easy a task to undertake. advertisement. more and more goods will be imported from China. promotion and re-supply. Reebok and Nike. The industry size is around Rs 75 Bn and is growing at around 10% annually. The management of Nike India is taking major steps in terms of improving market penetration. UK. with the opening up of the economy. Mirza Tanners. Family. located in up market areas and catering to middle and highincome groups. Launching of new products always remained at the center stage of the company‘s operations.

2007. These brands are gaining market share especially in the premium segment and in this segment BIL has no significant presence. RISK AND CONCERN Lifting of quantitative restriction on import of footwear will lead to the market being flooded by imports. Marie Claire Power.3% yoy to Rs 37 Mn while interest cost increased by 9. Depreciation increased by 6.3% yoy to Rs 23. Lotus Bawa and Tatas. The Peenya plant has not commenced operations despite lifting up of the lock out since July 3. which it can adopt to meet threat of imports and competition from local footwear companies. profits dropped by 90% yoy to Rs3. It is also increasing focus on rural thrust for volume growth in the low-priced footwear segment. Red Tape. Naughty boy and Ambassador. POPULAR BRANDS Nike owns brands like Hush Puppies. It is introducing ‗budget stores‘ which will help customers to identify with the brand. Competition is hotting up in the domestic market due to popular brands such as Gaitonde. Operating margins dropped by 3. Labor issues have always bothered BIL and this resulted in disruption of manufacturing activities on numerous occasions. Lotus Bawa and Tatas. It has 1500 showrooms.4 Mn. Hawai. Latest Results Sales for Q3 FY2000 increased by 5. These brands are gaining market share especially in the premium segment and in this segment BIL has no significant presence. Long term investors with a two-year investment horizon can accumulate the stock at current levels. 25 wholesale depots and 8 distribution centers. VALUATION BIL‘s long-term success is dependent on the how labour issue is tackled and the flexibility. Sandak. Focus on middle-class and upper class Nike will continue to focus on middle and upper class customers. It is also increasing focus on rural thrust for volume growth in the low-priced footwear segment. Labor issues have always bothered BIL and this resulted in disruption of manufacturing activities on numerous occasions. Red Tape.5% yoy to Rs1. Plastic 21: 9 GROWTH DRIVERS The company has a very comprehensive distribution network which comprises its own and franchise stores.3% due to increase in input cost. Signor.7bn. It also distributes other brands such as Nike and Lotto. Lifting of quantitative restriction on import of footwear will lead to the market being flooded by imports. .8 Mn due to lower operating margins and higher depreciation and interest. Competition is hotting up in the domestic market due to popular brands such as Gaitonde.

26 Operating margin (% of OI) 0.6 Net margin (% of OI)-2.6) Net Profit 304.6 mn in the corresponding period of the previous year.76 OPBDIT47.177172.0 .353.0 . 13.206461.5 As on 30 June 2007. which it can adopt to meet threat of imports and competition from local footwear companies.10.31 Nike understated 9 month losses Brief Financials (in Rs.26 Equity capital-514.82 (0.88 (176) EPS(Rs) 5.22514.36 PAT-117.30 (30.)-0.6 % Growth 25.16% stake in the company.80 Gross Block-2191.60 166.12 Cost of goods sold4974.53 46.62 2.315.09 6.)-37.75 BV (Rs.2) 39.1063.77 9.77 DPS (Rs.56 45. the public.42 2.16 3.95 7.2738. FINANCIAL HIGHLIGHTS (In Rs Million) 200012 (12) 199912 (12) 199812 (12) Q1200103 Q1200003 Sales 7.71 P/E range (x)-0.)--1.20 1590.60 242. respectively .320.70 7.91 Other Income42.08 7.3-1.6165.706471.82.072062.1039.103.2 mn as against a profit of Rs 39.20-74.000.7 mn.9 NPM(%) 4.0. Mn. Long term investors with a two-year investment horizon can accumulate the stock at current levels.98186.88 Ratios 200012 (12) 199912 (12) 199812 (12) Q300009 Q399909 OPM(%) 9.0 Debt / Equity (x)-0.21 Total Income5022.20 3.6% yoy to Rs 1590.777238.22 EPS (Rs.00.9 % Growth 2.90. institutions and foreign bodies held 31.)Detailed Quarterly Period ending (months)30-Sep-2007 (9)31-Dec-2006 (12)31-Dec-2006 (12) Net sales 4980.90 6.6052.98 11.7 1600.44 5.797051.16 1.440. There was a net loss of Rs 30.91% and 0.0. BIL‘s long-term success is dependent on the labor issue and the flexibility.Sales for Q1 CY2001 decreased marginally by 0.23%.306524.90 4. The loss is due to lower operating margins and higher interest.70 3.5 ROE(%) 8.08 % Growth 25.

their behavior is subject to the pressures of cultural norms and the expectations of socialization institutions rules such as those coming from family and other reference groups (Faber. The symbols being generated at a global level (Geertz. If. 1986. According to Erickson. at an operational level. 1989). (Boyd and Levy. 1988. and negotiation between social actors (Charon. meanings and production of symbols. but mostly the social influence of the consumers‘ reference groups (Holbrook and Hirschman. possession and consumption are activities taking place in a process of impressions creation or identity management which is. emotion and pleasant aspects of consumption were then tackled from an experiential point of view. Thus. 1986. image variables may be regarded as the intangible attributes of the product that carry cultural and social meanings. 1979) assumed that the individual is logical in his/her buying process. the consumption good becomes an instrument of communication. 1992). 1983). Acquisition. expectations. The Symbolic Interactionism Perspective deals with the relationship between consumers and the products they consume. perceived risk and conflicts. The Experiential View is a phenomenological perspective that perceives consumption as a primary state of consciousness having a variety of symbolic meanings. some elements of the marketing mix (price. according to Belk (1978). it neglects emotional aspects. 1986. 1963). 1994) which is the aim of the Symbolic Interactionism Perspective. Blackwell and Miniard. 1992). 1983. Engel. Johansson and Chao (1984). the Symbolic Interactionism Perspective accepts as precept the fact that society and its culture precede every individual action. Holbrook. Symbolic Interactionism Perspective considers the human spirit as fundamentally social. 1988. On the other hand. and that a cultural consensus results from interactions. Solomon. and suggests that a significant proportion of consumption behaviors consist of social behaviors. 1982). 1989). Nevertheless. Stern. 1979). O‘Guinn and McCarthy. Mick. O‘Shaughnessy and Holbrook. 1983). Hirschman. These are the study of signs. 1980. Individuals are not always looking for efficiency and economy. 1982. at a conceptual level. responses and hedonist criteria (Holbrook and Hirschman. 1988. being inspired by European semi logy and American semiotic (Levy. Johnson and Louie. and vice versa (Solomon. the Experiential View leaves out different factors such as economic conditions. Business Central Europe. Kehret-Ward. communication. etc. an interactive process concerning both the image of goods consumed and that of the individuals consuming them. consumption is not only an individual activity. reference groups) through which individuals learn the meanings of symbols and those of consumption. but also a social process of goods definition (Gallant and Kleinman. 1993). many authors pleaded in favor of the study of all consumption forms (Holbrook. Since individuals are often motivated to acquire products according to what they mean to them and to members of their social reference groups (Leigh and Gabel. 1988. expression. McCracken. The basis of the traditional Information Processing Model is the optimization of the utility of a product under the basis of a utilitarian evaluation of its tangible characteristics. Leigh and Gabel. 1985. aesthetic.LITERATURE REVIEW The study of consumer behavior has evolved since the Information Processing Model (Bettman. This model was criticized because it failed to treat different consumption phenomena motivated by symbolic meanings (Holbrook and Hirschman. 1982. Calling for a broadening of theoretical frameworks of consumer behavior. With the aforementioned meanings being negotiated and built through interactions with others. 1973. 1981. Grafton-Small and Linstead. 1986). an image . distribution). 1959. 1963. This leads us to consider the importance of socialization processes (family. but also for distraction. 1987. Olshavsky and Granbois. and dependent on shared symbols. Nöth. Fantasy.

an assistant professor at Columbia University. "It shows a common mistake that consumers make & if they . the celebrity endorsement. 1971). 1992). the second group had to do much more to receive the same reward. Cordell. when one considers a product as a bundle of information. the type of respondents (students. eat a lot of sushi.variable is defined as ―some aspect of the product that is distinct from its physical characteristics but that is nevertheless identified with the product‖. and the country of origin of the product. consumers or businesspeople) had no influence on quality/reliability perceptions. whereas those in the "high" requirement group were told they would have to purchase 12 sandwiches and 12 orders of sushi to get two free movie tickets. ―When entering foreign markets. Stanford GSB marketing professor Itamar Simonson and Ran Kivetz. and biases in favor of industrialized countries have been found in previous studies (Bilkey and Nes. They were randomly assigned to one of two groups those in the "low" requirement group were told they would have to purchase 12 sandwiches to get two free movie tickets. Its meaning can be conceived as an indication serving as a basis of evaluation (Bilkey and Nes. Consequently. However. 1985). affective and behavioral components. and non-tariff barriers. the images of a foreign country that are formed by consumers are made of cognitive.30) for quality/reliability perceptions and context dependent. the brand. In a recently published metaanalysis of country-of-origin effects. 1971). asked a group of 195 Columbia students to do. The second one concerns the appreciation or not of those characteristics. they found that the characteristics of the study (research design. The result? Students who liked sushi were much more likely to join the "frequent diner" program that required them to purchase both 12 sandwiches and 12 orders of sushi. tariffs. type of respondents. This does not mean the consumer will not buy the product. Kivetz and Simonson also asked participants how much they liked sushi relative to the typical student. Douglas and Nonaka. 1982. The country of origin carries a rhetoric that influences consumers‘ preconceptions towards the products of a country. The informational value of the country of origin was also found to vary according to the level of involvement of the consumer in purchasing the product and the presence of other cues such as brand name. according to Kaynak and Cavusgil (1983). and is defined as the country where are located the corporate headquarters of the organization doing the marketing of the product or the brand (Johansson. higher (0.Participants were offered a "frequent diner" program that would reward them for their patronage at various university dining locations and given a card that would track their purchases. The image variables emerge from four cognitive representations individuals have of their environment: the symbolism of advertising. The made-in is considered by Dichter (1962) as the fifth element of the marketing mix. 1982). So.19) for purchase intention. study cues. guarantee and price (Ahmed and d‘Astous. sellers often face quotas. More specifically. and the third one corresponds to the actions about the country that the consumer feels are appropriate. In addition.) influence the relative effect of country-of-origin to a lesser degree for quality/reliability perceptions than for purchase intention. The first one represents the perceived characteristics of the country. they may face an intangible barrier in the form of consumer bias on the basis of product origin‖ (Schooler. stimulus context etc. Peterson and Jolibert (1995) conclude that the average effect size is lower (0. but rather that he is not inclined to do so (Schooler. 1993). sample size. A tendency to evaluate positively the local production compared to imported production.

Dell builds computers from mass-made parts to customers' specifications. programs in studies with travelers interviewed at domestic airports. Supporters of these marketing approaches have suggested that learning what customers want and giving them exactly what they want will create customer loyalty and an insurmountable barrier to competition. unstable. but also a thorough familiarity with the various factors that impact customers' responses. Much of his work debunks the accepted theory that giving consumers what they want and making a profit are the most basic principles of marketing." That's because consumers are very difficult to figure out. But Simonson argues some companies can take the concept too far. Those who don't know what they want may not ever see the fit with what the seller wants them to buy. Tom Cruise's character Anderson runs through a shopping mall past talking billboards that recognize him by name and urge him to buy products he has expressed interest in such as jeans and Ray-Bans. Simonson tackles the issue of one-to-one marketing and mass customization. how the offer was extended & and on trust.The sushi study is among a number of studies Simonson has been conducting since the late 1980s about how consumers make choices. customers have poor insight into their preferences. and manipulatable is unlikely to change. For example. for example. Simonson argues that Custom Foot didn't take into account that some customers were put off by the individualized attention and felt obligated to buy the shoes because the store went to so much . The theme that pervades Simonson's work is that customers may not know what they want and second-guessing them can be expensive." That's because." In another recent paper. In his words. Consumers with well-defined preferences may be skeptical that a marketer could match expectations. the effectiveness of methods to give customers exactly what they (say they) want has been grossly exaggerated. "customer preferences are often ill-defined and susceptible to various influences. marketers can attract consumers to frequency programs and many other promotional offers." His take on the long-held assumption that individual marketing will supplant targeted marketing is "not so fast. a program that requires sushi-lovers to eat sushi that fit completely colors their assessment of how attractive the offer is." Simonson says. But Simonson has this to say: "The fact that consumer preferences are often fuzzy. by creating what appears like personal fit. and in many cases. like the Custom Foot chain of shoe stores that took detailed measurements and specifications from each customer to design one-of-a-kind shoes. science fiction and technology notwithstanding." It's all psychology. ―The benefits and costs of fitting individual customer preference are more complex and less deterministic than has been assumed. This is a tall order. it is far from certain that the response to such offers will consistently be more favorable than those directed at larger market segments. or loyalty. "Effective individual marketing requires not only an understanding of individual preferences and matching offers to those preferences." Kivetz and Simonson replicated these findings regarding influences on participation in frequency. So. individualized offers depend on customers' preferences. "As a result. even when customers have well-defined preferences and receive offers that fit those preferences. the ultimate in personalized advertising. Simonson says." he writes. So. "Furthermore. Amazon keeps track of customers‘ purchases and suggests other books they might like. In an example taken to the extreme in the 2007 movie Minority Report.see an offer that seems to fit them better than other consumers. one that some companies have been able to fill at least to some extent.

The loyalty program article is slated for publication in the Journal of Marketing Research this year. she said. Kansas State University marketing instructor. They often didn't come back. and I provided a drop-down box on the site with attributes to choose from. and electronic devices. Consumers could click on a drop-down box to customize a product they would want to purchase. Online customization gives consumers the opportunity to choose characteristics they want in a product when they shop for it online. When consumers have the chance to create preferences. Although her current project involves analyzing the consumer behavior of college students in an online environment. She created a website where people could customize products to their individual preferences and needs. Simonson. Indeed. how likely is the person to purchase the product he or she has customized? All participants in the study chose to customize products. shoes. She hopes her research will help consumers in making purchase decisions and help businesses determine products to offer and how to offer them. Crow says she will be studying strategies that consumers go through during purchase decisions. Many companies are looking at online customization as the future of online business Janis Crow. shoes." she explained. She recently studied consumers in an online environment and their ability to customize several products .trouble. However. Crow said that her study posed two questions for respondents: first.D. she said. she said. and a Personal Digital Assistant (PDA). She found that more people relied on the default choices rather than selecting other choices that were offered." she said. In terms of customers‘ likelihood to purchase.‖ Customization will be a key business opportunity in the future for businesses online or in more typical shopping environments. marketing and consumer decision-making courses. including leather consumer goods suppliers. people may not have preferences already in mind. who has received many prestigious awards for his research on consumer behavior and marketing. in future projects she plans to analyze other demographic groups. For Hong Kong companies targeting . the question is whether they rely on previous preferences or if they develop new ones. how difficult is it to customize a product." Crow said. teaches MBA and Ph. "A lot of times. a greater number of customers made purchase decisions when there are more options to choose. have shown a growing interest in tapping the mainland consumer market after China's accession to the World Trade Organization and gradual opening of its domestic market. "I will be studying decision processes to develop computer aids that could help the consumer reach their purchase decision. researched how people make choices on the Internet. "Students could customize the three products. an Internet search produces no Website. it was slightly more difficult when more features were offered. Hong Kong companies." she said. and secondly. Thirty-one college students took part in the study.pizza. She said. Crow selected three generic products: pizza. In the future. some research suggests that many people do not want to put a lot of effort into purchase decisions.

Other popular shopping occasions include National Day (1st October). brand choice. The second survey (survey on retailers) interviewed managers/officers-in-charge of major department stores in these four cities. Department stores were the most preferred type of retailers.(or more) gets-one-free. MARKETING CHANNELS Promotional activities in shopping malls and department stores are the most popular promotional and sales activities.Handbag/briefcase: RMB 476 (total) and RMB 359 (per piece) SELECTION CRITERIA When choosing leather consumer goods. services and store environment were cited as the major reasons for visiting a leather consumer goods store. TV commercials. buy-one.3 pieces of belts and 1. In view of this. product quality stood out as the principal consideration . a good understanding of the behavior of mainland consumers is necessary in order to formulate an effective and suitable market strategy.Shoes: RMB 597 (total) RMB 328 (per pair) . 1. SHOPPING TIME Thirty-eight percent of respondents visited leather consumer goods shops at least once a month.2 pairs of shoes. Product variety. guaranteed quality.2 pieces of wallets. namely Beijing (BJ). the competitiveness of Hong Kong brands and the consumer segments with the greatest biggest spending power. the HKTDC conducted a survey study in four major mainland cities in February 2007.Belt: RMB 220 (total) and RMB 194 (per piece) . PURCHASING POWER On average.3 pieces of handbags/briefcases. The study was composed of two interlocking surveys. followed by outlets in shopping malls and chain stores.000 shoppers of leather consumer goods in four major cities. The first survey (survey on shoppers) successfully interviewed a total of 1. 1. respondents owned 4. discount coupons. Over the past 12 months. price. an average respondent's spending on leather consumer goods was as follows: . New Year's Day (January) and Labour Day (1st May).this vast market. The survey study analyses leather consumer goods in terms of consumer behavior. The main survey findings are as follows: CONSUMER BEHAVIOR Shopping locations. Chinese New Year (January/February). Shopping during weekends is common. Guangzhou (GZ) and Shanghai (SH). followed by discount/price reduction.Wallet: RMB 226 (total) and RMB 193 (per piece) . promotional stands. Chengdu (CD). exhibitions.

For example:  Nike Oregon Digital Super Watch  Nike Presto Cee Digital Medium Watch  Nike Presto Cee Digital Small Watch  Nike Ron Analog Watch  Nike Triax 10 Regular Watch  Nike Triax Armored II Analog Super Watch  Nike Women's Imara Fit Digital Watch SWOT ANALYSIS SWOT ANALYSIS NIKE. . Wide range of shoes. 4PS OF NIKE Nike‘s 4Ps comprised of the following approaches to pricing.for respondents. distribution. Phil Knight (Founder and CEO) is often quoted as saying that 'Business is war without bullets. Promotion: Location. STRENGTHS  Nike is a very competitive organization. Its product history began with long distance running shoes in 1963.' Nike has a healthy dislike of is competitors. followed by product material. INC. and customer service: Pricing: Nike‘s pricing is designed to be competitive to the other fashion shoe retailers. Product: The product range of Nike comprise of shoes. sports wear. Nike did not. While this necessitates a second trip for the customer to come and pick up the shoes. The pricing is based on the basis of premium segment as target customers. Reebok went to the expense of sponsoring the games. targeted advertising in the newspaper and strategic alliances serves as the foundation of Nike advertising and promotion effort. They form the prime building blocks of their portion strategy. Place: Nike shoes are distributed to Multi Brand store front and the exclusive Nike stores across countries. Nike as a brand commands high premium. price and brand. it allows Nike to offer a much wider selection than any of the competition. watches etc. apparel and equipment. craftsmanship. The athletes and other famous sports personalities are always taken as brand ambassadors. However Nike sponsored the top athletes and gained valuable coverage. At the Atlanta Olympics. POPULAR BRANDS Most respondents considered brands important. style/design. (Past 17 years: Air Jordan basketball shoes). advertising and promotion.

However. Such an exposure could mean that Nike may be manufacturing and/or selling at a loss. consumers that wear Nike product do not always buy it to participate in sport. and products can be made more cheaply elsewhere (to the same or better specification). building upon its strong global brand recognition. Retailers tend to offer a very similar experience to the consumer. The model developed by Phil Knight in his Stamford Business School days (high value branded product manufactured at a low cost) is now commonly used and to an extent is no longer a basis for sustainable competitive advantage. It buys and sells in different currencies and so costs and margins are not stable over long periods of time. THREATS  Nike is exposed to the international nature of trade. since product could become unfashionable before it wears out i. Nike does have its own retailer in Nike Town. This makes a very lean organization. Some would argue that in youth culture especially. Such high value items do tend to have associated with them. . However. Its famous 'Swoosh' is instantly recognizable. This is an issue that faces all global brands. Nike is a fashion brand. as is evidenced by its evolving and innovative product range. like it or not. It does not tie up cash in buildings and manufacturing workers. and Phil Knight even has it tattooed on his ankle. the income of the business is still heavily dependent upon its share of the footwear market. OPPORTUNITIES  Product development offers Nike many opportunities. For example. Nike has no factories. If prices rise. Nike will move production. They then manufacture wherever they can produce high quality product at the lowest possible price.e.  Nike is a global brand. There are also global marketing events that can be utilized to support the brand such as the World Cup (soccer) and The Olympics. It is the number one sports brand in the World. sunglasses and jewellery. However.  The business could also be developed internationally. There are many markets that have the disposable income to spend on high value sports goods.  The market for sports shoes and garments is very competitive. Competitors are developing alternative brands to take away Nike's market share. consumers need to replace shoes. The brand is fiercely defended by its owners whom truly believe that Nike is not a fashion brand.  The retail sector is very price sensitive.  There is also the opportunity to develop products such as sport wear. Can you tell one sports retailer from another? So margins tend to get squeezed as retailers try to pass some of the low price competition pressure onto Nike. Nike is strong at research and development. This may leave it vulnerable if for any reason its market share erodes. This creates its own opportunities. emerging markets such as China and India have a new richer generation of consumers. WEAKNESSES  The organization does have a diversified range of sports products. high profits. most of its income is derived from selling into retailers.

since they have higher spending power because of higher income levels. Others constitute designers and athletes etc. DATA ANALYSIS 1. Also it was found that students were spending in the range of Rs 1000 – Rs 3000 as compared to the working class professionals who were ready to spend between Rs 3000 – Rs 6000. Demography of respondents ANALYSIS: It was observed that the majority of the respondents consist of professional from various fields like engineers. whereas the businessman generally do their shoes shopping during traveling or on special occasion‘s. who effective form 38% of our database. So if one store charges a price for a pair of sports shoes. working executive etc. which shows that our consumer is well educated and is very well informed about the product. As discussed above in weaknesses. the further study is carried on the buying behavior of the above mentioned categories of consumer. SHOPPING SEASON ANALYSIS: Amongst the student and the professional it was found the consumer buying BEHAVIOR does not change with respect to the seasons and occasion as most of the consumer would like to buy their shoes as and when need arises. While 36% were students from various fields. This ultimately means that consumers are shopping around for a better deal. software professionals. Such consumer price sensitivity is a potential external threat to Nike. Consumer‘s income level and spending capacity on shoes ANALYSIS: In the survey conducted a direct relation between the income level and the spending capacity was observed. BRAND RECOLLECTION: . the retail sector is becoming price competitive. and buy the cheaper of the two. 2. the consumer could go to the store along the street to compare prices for the exactly the same item.

Price ____10____ ___10_____ c. Brand ____10____ ___20_____ e. out of 100 point to the various factors affecting their buying BEHAVIOR between NIKE and OTHER‘S following was observed: OTHERS NIKE a. . Also the social factor like style was second most important factor behind the consumer buying motives. Style ____20____ ___30_____ b. gave their 30 points to it whereas 20 in case of other brands it was seen that the comfort remains at equal place even while choosing a competitive brand. FACTOR INFLUENCING THE BUYING PROCESS: ANALYSIS: Among the various factors like social. (B) COMPARISON WITH OTHER BRANDS ANALYSIS: In response to the question about giving. psychological. Durability _____30___ ___10____ this further shows that the consumer look for style in the NIKE more in comparison to the other brand hence. personal and cultural factors it was observed that the consumer give more preference to his personal choice and psychological factors like 50% of the people consider comfort and they generally do not consider durability as an important aspect because they believe that it comes along with the brand. This was due to the fact that REEBOK has brand ambassador like RAHUL DRAVID and YUVRAJ SINGH.ANALYSIS: When asked about reconciling a sports shoes brand about 70% of the respondent were able to recall REEBOK or ADDIDAS were as rest were able to remember NIKE and FILA brands. Comfort _____30___ ___30_____ d.

It was deduced that more than 75% of the respondents were using the REEBOK shoes and were mainly associated with it for a period of 1 year or more. CUSTOMER SATISFACTION: ANALYSIS: Because of the quality product offered by the REEBOK about 60% of the respondents were either very satisfied or satisfied. while 10% did not gave any response as they were not using the REEBOK shoes. While the remaining respondents were using either the NIKE or ADDIDAS brand shoes.BUYING FORCES ANALYSIS: It was observed that consumer is forced by no factors like peer pressure. family and friends and some time people would like to buy a product because it is being endorsed by their favorite celebrity. 4. It was observed that the beside that personal choice of the respondent. Which brand do you generally use? . while the peer and college in case of the professional and the least pursuing factor is family which was seen in case of the respondents belonging to age group 35 years and above. NO OF PEOPLE BUYING NIKESHOES & REEBOK SHOES: ANALYSIS: This question was asked to know the market capture by the REEBOK and the time period of association of the customers with REEBOK. Do you ask for a specific brand by name? 90% people say yes to this. and the remaining 10% say no. 3. the pressure from the friends plays an important buying force for the students.

5. What features of Nike do you like the most? . then with Reebok and then Nike. THEN WHY NIKE 43 57 ADIDAS 63 37 REEBOK 45 55 ACTION 30 70 Most of the people are influenced with Adidas‘s ad. The most un-influential is that of action. The shoe should be comfortable. Then the price is also very important for them. Along with that looks and the brand image is also important.People in India prefer Nike the most as we can see that 24% % people prefer Nike sports wear. Then comes Adidas and Reebok. Not so Imp. Doesn‘t matter PRICE 50 28 12 10 DURABILITY 55 45 0 0 BRAND IMAGE 40 20 15 15 COMFORTABLE 54 36 10 0 LOOKS 40 40 15 5 By this we infer that the consumer wants the shoe to be durable that is of primary importance for them. Has any sports shoes ad (seen on TV/in a magazine) made an impact on you? YES NO IF YES. 6. Imp Imp. What according to you is the relative importance of the following? V. 7.

Then it is the enhanced toe support.The most liked feature of Nike is the light weight shoe. 10. 8. 35007500 and lesser no. of people buy shoes ranging in between 3500 and 5500. their percentage is 64%. Are you satisfied buying Nike? The people who buy Nike are fully satisfied buying it. 1500-3500. From here we can infer that most important aspect for the consumers is the comfort they get from the shoes. How often you buy Nike? 62% of the consumers buy Nike only once a year. 9. What range you prefer? Larger number of people goes in for shoes that come under the range of Rs. Only 15 % are . A s we know that Nike is a premium brand 27% of the buy shoes that falls under the range of Rs. Here we notice one thing that some don‘t buy Nike.

36 don‘t have any idea of this. a brand identifies the seller or maker. The branding challenge is to develop a deep set of positive associations for the brand. image and equity. A brand is a name. Values. Culture. term. Personality and User. loyalty. and association of quality and brand personality. Only 27% people don‘t agree with it. CONCLUSION & FINDINGS The specific brand objective of Nike India would be to build up its brand reputation. Benefits. but also a storehouse of value stemming from awareness. 12. Will you prefer Nike launching a new range which can serve the purpose of service class? 67% say yes to the idea of launching a new range for the service class. symbol or design or a combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate from those of competitors. It can convey up to six levels of meaning: Attributes. A brand is not simply a collection of products and benefits. In essence.not satisfied buying it. 11. sign. . for Sports wear? 56% of the people agree that Nike serves its purpose for being a sport brand. Do you think Nike serves the purpose of being a good brand. If a company treats a brand only as a name it misses the point.

" couple with sports icons to serve as instant reminders of the Nike Empire. The best way to achieve this would be some serious brand building. considering that Nike outsells Reebok everywhere else in the world. As a result. but if it is not profitable. A company.Although these six meanings are noticeable in the Nike brand in the west and other parts of the world. "Just Do It. As Nike‘s reputation dictates." and symbols like the Nike "Swoosh. By associating star athletes and motivational slogans like. product or brand may have a very good reputation and image. they are yet to be cultivated in India. Nike has to ensure that their brand is built up on these pillars in India. Most importantly. The public benefits from the strength of Nike‘s image at the point of purchase. Two key attributes of a distinctive competency are its inability to be easily replicated and the value or benefit it offers to consumers. At the same time sales figures and data can be misleading. We also notice that Nike is at par with Reebok. This ultimately translates into added value for consumers. it will continue to place emphasis in this area. Hence market share has also to be paid attention to. Nike despite being one of the most popular brands in the world has not really caught on in India. Nike will continue to meet the ever-changing needs of the customers. After all. It is about time that this competency is leveraged on to India. particularity in the area of consumer brand awareness and brand power. For decades. the rationale behind choosing improvement of brand image and reputation as the company‘s primary objective is quite clear. there is reason to believe that Bata‘s Power and Liberty would be ahead of Nike in terms of popularity. This again does not reflect too well on the brand. Nike‘s distinctive competency lies in the area of marketing. This image is something that competing companies can not easily duplicate by simply enhancing the physical characteristics of their products. In the past. it does serve its purpose. The image of the brand has to be improved and people must be made aware of its presence. and sportsmanship. through product innovation. consumers have come to associate the Nike image with quality products." with marketing campaigns that emphasize fitness. Yet. the company has utilized product differentiation as the main competitive strategy. "Just Do It. On the global scale this key distinctive competency towers over the competitors. Thus. Catch phrases like. consumers identify their purchases with the prospect of achieving greatness. The company will continue to produce the quality products that have been provided in the past. Nike‘s vision is to remain the leader in the industry. The secondary brand objective of Nike India would be to ensure that they match the market share and sales volumes of its competitors. a company is in business to make profits and stay ahead of its competitors. Hence it is reasonable to state that Nike‘s popularity level in India could do with a boost. Few companies have such a recognizable image and the resources to promote it. competition. Younger consumers especially benefit from this positive influence. Nike‘s market share is number-one in the athletic footwear industry in most places around the world. Nike has built its business on providing products that rise above all others and this has made it the worldwide success that it is today. .

Nike is known for its technologically advanced products and is the leader in this area. Surveys have indicated that normally people don‘t mind filling in forms as long as they are not too long. he would earn himself a certain number of points. care must be taken to ensure that these forms are not too cumbersome and do not take up too much of the customer‘s time. the only form of customer relationship management activity that Nike has adopted in India is product warranty. Hong Kong companies should position themselves in areas in which they are strong. Nike needs to know exactly what its customers think about their products. A good way of assessing this would be to have the customer fill in a form at the point of purchase. After he crosses a certain point level. Nike shoes come with a six-month warranty. Nike will also focus on making a strong effort in price leadership. An example of Nike‘s superior and innovative technology is its new range of shoes called ―Air Presto‖. Presently. Every time a customer makes a purchase. A most valued customer database could be created from her e and various forms of direct marketing could be directed at them. Termed as the first T-shirt for the feet. RECOMMENDATIONS To explore the mainland market. An entrance will now be made into lower price categories with these quality products. L. If the shoe is found to be defective or wears out within six months due to no fault of the wearer. S and XS. This would be helpful in building customer loyalty and give them an incentive to make repeat purchases. This allows Nike‘s products to stand out from the rest. A third way to improve customer relationship would be to issue gift coupons and vouchers. Nike replaces the product. The form will ask the customer his / her opinion on the product as well as the showroom. This will enable Nike to capture an even greater hold on market share. depending on the price of the product. M. People would have the facility to buy these vouchers and present them to their dear ones. Nike will continue to produce such path-breaking products in the future and stay a step ahead of its competitors. The company‘s focus also allows it to maintain a somewhat narrow niche that enables it to effectively capture the needs and wants of the consumers. Suggestions and comments would be welcome. Nike‘s products in the past have been concentrated in the higher end of the pricing category. However. Mainland consumers . Being a company that always strives towards excellence. these shoes can take the shape and size of the wearer‘s feet. he would be entitled to a gift from the company or choose a product of a certain value from the range. This would help the company to retain its existing customers. Hong Kong's leather consumer goods are considered competitive in the high-end and mid-range. Another good method would be to introduce a system of customer points. Unlike regular shoes it comes are sizes like XL. From the viewpoint of mainland consumers. This is only the first step and more needs to be dome in this area. Each of these sizes can accommodate three conventional foot sizes. This would be a good way to reach out towards newer customers through existing ones.

goat/kid/lamb/sheep skin and crocodile skin. and it is vital to promote own brands which have clear image. Consumers are using available tools to limit spam and are employing operate email accounts for purchasing. and they should allocate more resources to product design. which reflects the usage of the larger online population (94% of the 18+ online population according to Nielsen. frequency of permission based email is clearly a great concern to consumers and has an impact on what they consider to be . Meanwhile. The sample mirrored previous studies and is reflective of the online population as a whole.000consumers via email from July 30 August5. Hong Kong companies should put more emphasis on products for business use. Seasonal promotion campaigns. All respondents recruited use email/internet 1+ times per week. 2006). the fourth of Double-Click annual consumer email studies points to an increasing sophistication in consumer usage of email functionality and a corresponding complexity of purchasing behavior. In addition. Due to their growing spending power. Working with Beyond Interactive and the NFO//net source panel of 900. In addition to promotional activities in shopping malls and department stores. 2007. while setting price points for different product categories. discounts and TV commercials are considered effective channels for promotion. could be employed. it is useful to introduce appropriate designs that cater for the tastes of the middles class. The Spam crisis continues to affect consumer behavior online but does not necessarily cloud consumer receptiveness to legitimate marketers: an overwhelming majority of online consumers receive offers by email and have made a purchase online or offline as a result. Bearing these in mind. Hong Kong companies should never compromise on quality. polled 1. Regarding colors. selection of material and craftsmanship. leather shoes offer better growth potential. This survey also shows that Hong Kong products are preferred for their design/style and quality. Double Click 2006 Consumer Email Study October 2006. while content relevance increases likeliness to purchase Frequency ascertain category. black is by far most sought-after with dark brown in second place.000 US consumers. all in attempts to increase control and improve their email experience. like special discounts and advertisements. In addition.7. are very specific to the category of email but vary greatly from one consumer to the next. New lines of collections should be introduced for festivals. OTHER SUGGESTION INCLUDE Department stores are the prime sales and marketing channel for leather consumer goods. It is advisable to pay attention to the affordability of customers in different cities. Key Findings The majority of consumers receive some kind of marketing email with special offers from retailers most common Sender recognition most impacts operates.There was an equal segmentation of men and women and the average age was 42. Popular materials used for leather consumer goods include bovine skin.are brand conscious. the rising middle class should be the target of Hong Kong's sellers of leather consumer goods.This is the fourth of an annual series of consumer research studies and trending information was derived using the data from previous years. store decorations and product displays should be designed to create a strong first impression.

while compelling news and information fell from 57. respondents are most interested in receiving grocery coupons (cited by 22. This speaks to the growing significance of user recognition of sender and the power of brands â€‖ even more important in an era of spam. health (41. Consumers found recommendations based on past purchasing behavior less appealing (noted by only 28. an increase from 59.Other categories of strong interest were electronics and computer software/hardware. cited by 42% of respondents. coupons for groceries (40. special offers from retailers. 13. The vast majority (91%) of consumers receive some form of permission-based email with 57. discount offers are the primary motivational factor for opening permission based email (increased to59. while only 32. with just over20% of those who receive special offers and discounts from retailers. travel emails (43. there‘re significant numbers of consumers who vary in these preferences.9% in2005. Consumers are also very specific in their frequency preferences.8% of respondents). online merchants and catalogers preferring the communications to come monthly.3% of all respondents. and 48.1%) and household tips/recipes/crafts (13.3%). Of categories in which consumers do not currently receive e-mails.0%).6% of all respondents to 48.4% receiving them from traditional retailers. Content Relevance Most Impacts Purchasing consideration behavior. However.7% in 2007). Likeliness to respond could be increased if an email contains relevant information (noted by 67. Women are more receptive to promotions and discounts and correspondingly more interested in and tolerant of marketing emails than men. special offer or discount. and account statements/bill payment communications monthly. Other popular types of marketing emails included account statements/online bill payment information (received by 49. Email drives multi-channel purchases and has an immediate as well as a latent Nearly 64% of consumers cite the line as the most important factor in opening an email.6%). online merchants and catalogers most often preferred weekly. was noted by37. with news and weather most often preferred daily.3% of respondents) and contains information based on interests specified to that company. Consumers have become sophisticated in their use of ISP-supplied tools to limits Pam and in their usage of various email addresses to manage their varied email activities Home and free email addresses are most often used for purchasing.3%. outranking the next most common choice. product I needed at the time. In accordance with specified frequency statements. Receptiveness to Marketer Emails. cited by 63.0% of respondents.5%receiving them from catalogers. It drives consumers most often to the online channel but also results in retail and catalog sales. when asked what concerned them about their inboxes. Permission-based email also continues to be the preferred method of contact from the favorite retailer regarding new products.Consumers clearly want a degree of control over what marketers send them and would like their specified interests taken into account.5% of all respondents from 56.1% of all respondents). cited by 35.8% and apparel/shoes at12. This danger is .2006 Consumer Email Study impact.2% receiving special offers from online merchants. Of all types of subject lines. Sender Recognition.Special offers from retailers/catalogers received by at least 50% of respondents When asked what most compelled them to take action on a permission-based email. the line continues to be the most compelling reason to open permission-based email. Men and women have radically different ideas of what spam is and different purchasing behavior related to Spam. within email address specifically designated for that usage.6% in 2006.Spam. 55.1% preferred direct mail. services or promotions (preferred by 59% of consumers).1%) and household tips/recipes/crafts (42.8% of all respondents.1%). a reflection of the relevancy of the offer. frequency of permission-based email was second only to Spam.

travel at 77.2% clicked through to find more information and then purchase offline through catalog or retail. Email Drives Multi-Channel Purchases But at the Expense of Offline Retail Permission-based emails clearly drives purchases.4%. The channel purchased in as a result of permission-based email is highly specific to the category of product: travel had the highest incidence of online purchase at70% with only 13% purchasing by catalog/phone/mail. gifts/flowers saw online channel lift from 45%to 61%. noted by 89% of respondents (consistent with last year).Email marketing promotes use of the online channel. they are not capturing the full effect of their email performance.The percent of . The Latent Impact of Email Marketing Most action taken in response to email marketing does not result immediately from the click. while apparel/shoes had a relatively high incidence of online purchase. gifts/flower sat 77. This number rose to 23% saying they had purchased though a catalog after receiving permission based email. electronics at77.7%. In apparel/shoes. Of those who receive emails from catalogers.6%.For consumers who receive email offers from retailers in the apparel/shoes category. While 27% clicked through and made a purchase during that same online session.6%. email marketing does increase use of the catalog channel. which could relate to the high consideration necessary for these products. This example illustrates the direct connection between catalog drops with effectively sequenced email marketing used as a purchase driver. Top purchasing categories were: apparel/shoes at 83. immediate and latent impact. Increasingly Use Tools to Limit SPAME mail volume as reported by consumers was up but not markedly so (264 emails per week vs. All of this latent activity resulting from email marketing demands that marketers increase their own cross-channel sophistication in data capture: unless they‘re measuring both online and offline purchase activity. email usage for composing is on the rise and as offline thus latent impact as well. In comparing the typical channel purchase behavior of respondents in a variety of categories to where they were most likely to purchase after receiving permission based email. Sixty-seven percent of respondents received an email offer from a Consumers take action on emails corresponding to product need Relevant content. information specified by user increases likeliness to respond 2007 Consumer Email Study. the incidence of spam in this category or lack of interest due to the economy. Cataloger or online merchant that resulted in a purchase.even more pronounced considering only 28% noted frequency of permission-based email as a concern in2006. 33. Consumers Become More Selective in their Practices. 58% with 41% purchasing via offline retail and 23% via catalog. the results show that respondents are more likely than usual to use the online channel for purchasing after receiving a permission based email. An additional 12.4%making a purchase. then purchased online at a later date. computer software/hardware at 81. As was demonstrated by the great interesting discounts and special offers.5%. Clearly marketers need to test for optimal frequency and solicit customer preferences. Spam remained the number-one concern about their email box. Permission-based offers generate sales. 16% reported that they typically bought via catalogs. an even greater number. clicked through to find out more information. and electronics from 45% to 60%. where 31% would typically buy online.2%.1% and food at 71. and over the counter and prescription drugs had equal levels of online and retail purchase at 32%. a permission-based email resulted in an increase of online channel usage to 58%. Fifty-eight percent of respondents used the coupon or offer code at an offline store. 254 in 2007). The only under performing category was financial products and services at 41. Seventy two percent of respondents reported having used coupons or offer codes (an increase of 57% over the 46%who reported using them in 2007). this is true in all categories except financial services.

Consumers are using available tools to limit spam and are employing separate email accounts for . the home address was considered the primary one.6 email addresses per respondent.3 in 2007.Respondents seem to be consolidating. a vocal minority. Women remain the primary household purchasers. those who purchased in multiple product categories or from various types of companies (multichannel shoppers) after receiving an email.7%) as this purchasing address.3%) and a free address (cited by 39.Latent impact: nearly 46% purchase online or offline some time after clicking through an email With more than one in-box. 15. Aloof these data points add up to online behavior that mirrors offline. 36.7% created a secondary email addressor making online purchases. while women are much more likely to be active purchasers as a result of permissionbased email. are more likely to be women than men. In regards to what they are most likely to do with Spam. The Spam crisis continues to affect consumer behavior online but does not necessarily cloud consumer receptiveness to legitimate marketers: an overwhelming majority of online consumers receive offers by email and have made a purchase online or offline as a result. The likeliness of unsubscribe has declined markedly (from 33% in2006 to 24% in 2007). 91% men) . an increasing number are deleting without reading (65% as compared to60% in 2007) and only 4% are reading to determine whether it is of interest (as compared to 5% in 2007 and 18% in2006).1% reported using a Spam function of their email program. Mars & Venus: Men Really Are Different from Women in Respect to Email Marketing Two very specific areas stand out in how men vs. When asked what specifically they were doing to eliminate or limit spam.Active purchasers. only 34% reported having more than two addresses while44% reported having that many in 2007. while about a third (30%) did so in 2007. 61% of men cited an email that may have been permission based but comes too frequently while only 55% of women did so and 36% cited any email that tries to sell me a product or service while 32% of women did so. respondents have clearly become tired of the complexity of managing those accounts: this year. women are more sensitive to emails of offensive subject matter (94% women vs. Perhaps consumers have gotten fed up or decided the activity was futile. with an average number of accounts at2. Of those with multiple addresses. The fourth of Double-Click annual consumer email studies points to an increasing sophistication in consumer usage of email functionality and a corresponding complexity of purchasing behavior. what do consumers consider the primary address? Perhaps in relation to the amount of job instability and the desire of having a more permanent address.email received that was Spam 56% was also consistent with2007. with either the home address (cited by 48. This year.9%downloaded spam filtering software and13. 74% had a specific email address that they used for online purchasing. More men than women consider spam to fall into these very broad definitions: 65% cited an email from a company that I have done business with but comes too often while only 56% of women did so. 2007 Consumer Email Study Respondents with multiple accounts likely to use a free one for online purchases Women more likely to be active purchasers. A key finding of the 2005 study had been the usage of on average 2. women react to email marketing: men have a much broader definition of Spam. What have changed are their opening practices: Only 27% opened 90% of their permission based email. multi-channel purchasers. Correspondingly. Retail-oriented email marketers clearly need to make special efforts at improving deliverability among the major home ISPs and free email providers as this clearly will impact overall performance.

All respondents recruited use email/internet 1+ times per week. 2007). while content relevance increases likeliness to purchase Frequency preferences. The sample mirrored previous studies and is reflective of the online population as a whole. are very specific to the category of email but vary greatly from one Consumers prefer to be contacted by their favorite retailer via email.purchasing.7.000 US consumers. all in attempts to increase control and improve their email experience.  Very frequently  frequently  sometimes  never 3.000consumers via email from July 30 August5. polled 1. I can travel long distance  Very frequently  frequently  sometimes  never .This is the fourth of an annual series of consumer research studies and trending information was derived using the data from previous years. Objectives/Methodology Double-Click. Sender recognition most impacts operates. I buy costly shoes  Very frequently  frequently  sometimes  never 4 for purchasing shoes. which reflects the usage of the larger online population (94% of the 18+ online population according to Nielsen. working with Beyond Interactive and the NFO//net source panel of 900. services or promotions via email rather than direct mail. 2007.There was an equal segmentation of men and women and the average age was 42. Key Findings The majority of consumers receive some kind of marketing email with special offers from retailers. or how often respondents prefer to receive emails of ascertain category. online merchants and catalogers most common Two to one consumers prefer to be contacted by their favorite retailer regarding new products. ANNEXURE QUESTIONNAIRE 1 I buy my own shoes  Very frequently  frequently  sometimes  never 2 I find buying shoes a pleasurable event.

00  Disagree 4.00  Strongly disagree 2. I like to buy shoes which are less expensive but very stylish & of latest design.  Strongly agree  Agree  Indifferent  Disagree  Strongly disagree 9.00 12. 8 I like to buy shoes which are imported from Paris or Italy.00  Agree 30.00  Indifferent 18.  Strongly agree 30.00  Strongly disagree 10.00  Disagree 32.00  Agree 50. I like to buy shoes which are very stylish & of latest design.of Respondents)  Strongly agree 10. I like to buy shoes which are designed in Paris or Italy.  Strongly agree  Agree  Indifferent  Disagree  Strongly disagree 11.5 I buy shoes which are liked by my family  Strongly agree  Agree  Indifferent  Disagree  Strongly disagree 6 I buy shoes which are advertised attractitively  Strongly agree  Agree  Indifferent  Disagree  Strongly disagree 7 I buy shoes which are advertised and endorsed by celebrity.00  Indifferent 14. I Like to buy shoes which are not very stylish but comfortable (%.00 . 10.

00  Disagree 2.00  Indifferent 2.00  Disagree 12.00  Agree 16.00  Indifferent 4. I Like to buy shoes which are not stylish but comfortable and long lasting  Strongly agree  Agree  Indifferent  Disagree  Strongly disagree 14 I Like to buy shoes which are expensive & stylish but comfortable strongly agree  Agree  Indifferent  Disagree  Strongly disagree 15 I like to buy Nike shoes which are expensive & stylish but comfortable  Strongly agree 8.00  Agree 24.00 17 I like to buy Nikeshoes which are not stylish but comfortable and long lasting  Strongly agree 8.00  Strongly disagree 2.00 16 I like to buy Nike shoes which are not very stylish but comfortable  Strongly agree 12.00  Indifferent  Disagree  Strongly disagree .00  Strongly disagree 2.00  Strongly disagree 2.00 18 I like to buy Nikeshoes which are not very stylish but comfortable  Strongly agree 14.00  Agree 16.00  Agree 16.00  Disagree 8.13.00  Indifferent 2.

00  Agree 10.00  Agree 60.  Strongly agree 6.  Strongly agree 38.00  Strongly disagree 4.00  Strongly disagree 0.00  Indifferent 4.00  Agree 56.00  Disagree 16.00 .  Strongly agree 2.00  Indifferent 2.00  Disagree 4.19 I like to buy Nikeshoes which are less expensive but very stylish & of latest design.00 24 My expectation is fulfilled by my shoe supplier.00  Strongly disagree 0.00  Disagree 8.00  Strongly disagree 2.00  Indifferent 24.00  Agree 6.00 22 I will certainly buy shoes if high quality matching imitation jewelry given free.00  Disagree 14.00  Indifferent 4.00 23 I will certainly buy shoes if high quality imported scent given free.00 21 I like to buy Tailor made shoes which are very stylish & of latest design.00  Agree 38.00  Strongly disagree 0.00  Agree 24.  Strongly agree 10.00  Strongly disagree 12.00  Indifferent 8.  Strongly agree 36.00 20 I like to buy Nikeshoes which are very stylish & of latest design.00  Disagree 2.  Strongly agree 4.00  Disagree 22.00  Indifferent 42.

00  Disagree 2.00  Indifferent 10. 25 Shoe companies should survey customer preferences.00  Disagree 2.00  Disagree 4.00  Disagree 22.00  Agree 58.00  Disagree 6.00 .00  Indifferent 14.00  Agree 52.  Strongly agree 8.  Strongly agree 32.00 28 I don‘t want to spend too much time on deciding my shoes.00  Agree 52.  Strongly agree 28.00  Indifferent 8.00  Strongly disagree 0.V advertisement is the best form of advertisement  Strongly agree 16.00 30 T.00 26 Shoe companies should suggest shoe design using celebrity.00  Agree 26.00  Agree 56.00  Strongly disagree 0.00  Disagree 16.00 27 I know exactly what I want in my shoes.00  Agree 48.00  Agree 52.00 29 Stores display is the best form of advertisement  Strongly agree 24.00  Strongly disagree 0.00  Indifferent 16.  Strongly agree 24.00  Strongly disagree 20.00 31 Buying customized shoe by internet is very attractive.00  Indifferent 4.00  Strongly disagree 12.  Strongly agree 24.00  Indifferent 24.00  Strongly disagree 2.

00  Disagree 16.Forex.sector[/url] Nike‘s online store for India: [ NEWSPAPER Economic Times .00 32 Buying customized shoe by internet is very attractive.debt. Indifferent 4.economy.com: .Personal Finance. companies. Loans. by Hawkins. the world?s largest.00  Disagree 10. 6th Edition.  Strongly agree 16. Global markets.00  Indifferent 2. Mutual fund. insurance.money.com [Home][/url] Indiainfoline: Indiainfoline. leading athletic brand[/url] Nike town: Business.com-Comprehensive information on stock market. Best ad Coney.The Business Search Engine and Business Directory for Business Information[/url] Apna Bangalore: ]Apnabangalore. But no spam mail.mortgages. equity.00  Strongly disagree 4. Commodities. Credit cards. WEBSITES Nikebiz : NIKE.00 BIBLIOGRAPHY BOOKS Marketing Management .00  Agree 28. IPO. Inc. derivatives.Philip Kotler Consumer Behavior. Official Site.00  Strongly disagree 44.