madhu final

7/25/2019 Madhu Final

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A PROJECT REPORT ON

CONSUMER BEHAVIOUR

REGARDING

VARIOUS BRANDED SHOES

PANJAB UNIVERSITY CHANDIGARH Requirements for the award ofDegree of

Bachelor of Business Administration

BBA FINAL YEAR Department ! Mana"ement

#$%&'#$%(

DASMESH GIRLS COLLEGE

SUPERVISED BY) 'SUBMITTED BY)'

A**t+ Pr!+ MAMTA ARORA REETA

RANIREG NO+#$$%#$$$#&,

BBA -RD

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AC.NO/LEDGEMENT

Success is an effort bounded activity that involves co-operation of all.

I hereby take the opportunity to express my profound sense of gratitude and reverence to all

those who have helped and encouraged me towards successful completion of the Project

eport. It has been a great experience working on the concept of !CONSUMER

BEHAVIOUR REGARDING VARIOUS BRANDED SHOES. It gives me complete

insight of this concept of marketing and its application.

I would like to thank my Project "uide Asst Prof. Mamta Arorafor her immense guidance#

valuable help and the opportunity provided to me to complete the project under her guidance.

I would like to thank all faculty members of DASMESH GIRLS COLLEGEfor guiding

and supporting me in the completion of project from time to time.

$ast but not the least# my gratitude to great almighty and my parents without whose

concerned and devoted support the project would not have been the way it is today.

Reeta Rani

2!22"# B.B.A $r%

%


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&O 'HOMSOEVER I& MA( CONCERN

&his is to certify that the project report titled )Cons*mer Be+a,ior Re-ar%in- Vario*s

Bran%e% S+oescarried out by Reeta Rani'() Via/ 0*mar has been accomplished under

my guidance * supervision as a duly registered ++, student of the 'asmesh "irls

ollege#ukerian. &his project is being submitted by him in the partial fulfillment of the

re/uirements for the award of the +achelor of +usiness ,dministration from the 'asmesh

"irls ollege# hak ,lla +aksh# ukerian.

0is dissertation represents his original work and is worthy of considered for the award of the

degree of +achelor of +usiness ,dministration.

'ate

'r.2rs3.avinder hadha ,ssistant Prof. amta ,rora

Principal Project "uide

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DECLARA&ION

I Reeta Ranihereby declare that the work presented herein is genuine work done originally

by me and has not been published or submitted else for the re/uirement of the 'egree

programme. ,ny literature# data or works done by others and cited within the dissertation has

been given due acknowledgement and listed in the reference section.

Reeta Rani

2Student 5ame and Signature3

2egistration 5o.3

%661%666%7

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PREFACE

&he project study on CONSUMER BEHAVIOUR REGARDING VARIOUS BRANDED

SHOES has been conducted to observe the preferences of consumers. &his system of

education is highly appreciated as it provides the students with an opportunity to ac/uaint

them with the outside world. &he practical work helps the students to view the real business

world closely# which in turn widely influences their conception and perception.

In this project 86 respondents are selecting for knowing their perception regarding

branded shoes. 9or this purpose information is collected from some areas of Pathankot.

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INDE1

!. Introduction :-4;2. eview of literature 4


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CHAP&ER5!

E0ECUTIVE SUMMARY

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&his project takes a look in various kinds of erchandising activities# market share of

different shoes and various sales promotion schemes# which are followed in the shoe industry.

&he three major players i.e. eebok# 5ike and ,didas dominate the sports shoe industry in

India. India is one of few battlegrounds in the world where there is neck-to-neck competition

between the three. &he companies claim to be in number one sport coating the data produced

by two different marketing research companies.

In the 1ed by the un ' song !y ,didas? and became a huge

fashion trend. &he &apie affair the history of the company as presented by its official web site

is incomplete# perhaps because it is indirectly linked to financial scandals. ,fter a period of

serious trouble. &he death of ,dolf 'assler@s son 0orst 'assler in 1


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also the official outfitter of the 59$ and has an exclusive deal to supply 5+, jerseys

beginning the season

eebok announced in Culy it will merge with "erman Sporting apparel company adidas-

saloman in a deal valued at D4.; billion. &he merger is expected to be completed by the first

half of %66; and will create the second-largest sporting goods company behind 5ike with

D11billion in revenues.

,didas will maintain its corporate head/uarters in "ermany and its 5orth ,merican

head/uarters in Portland# ) Paul 9ireman will remain as chief executive officer of the

eebok international ltd. ,nd will continue to lead the eebok team. eebok will continue to

operate under its name and will retain its head/uarters in anton# ,.

In fiscal %66;# eebok had net income of D1ers# 2I)&FG 3 omputer onitors and Peripherals# Power +ack Hp(Inverters#

2)G,,3 +atteries# 2SH5 I&3 0ousing Projects and 2SI +,$,CI ,&I)5 F'I,$

I5S&I&H&F3 0ealth are.

&here are different individual companies under a common umbrella# each dedicated to a

specific line of product manufacturing# procuring or other particular business activities.

PUMA at a G6an7e( PH, is one of the world@s leading sports brands# designing#

developing# selling# and marketing footwear# apparel# and accessories. 9or over =8 years#

PH, has established a history of making fast product designs for the fastest athletes on the

planet. PH, offers performance and sport-inspired lifestyle products in categories such

as 9ootball# unning#&raining#"olf# and otorsport. It engages in exciting collaborations

with renowned design brands such as ,lexander cJueen and ihara asuhiro to bring

innovative and fast designs to the sports world.

&he official PH, )nline Store offers a large selection of PH, shoes# clothing#

accessories# and e/uipment.


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PH,@s family of star players in football includes Sergio ,gKero# esc 9Lbregas# arco

eus# adamel 9alcao# )livier "iroud# ario +alotelli# and# in women@s football# +ra>ilian

powerhouse arta. PH, also sponsors a number of influential national and club teams#

including four-time world champion Italy# ,ustria# Swit>erland# Hruguay# hile# "hana#

Ivory oast# and ameroon# plus+orussia 'ortmund# 5ewcastleHnited 9# and ,rsenal

92from Culy %6173. &he PH, unning collection# notable for innovative new product like

our 9aas and obium shoes# is represented by the fastest man in the world# sprinter Hsain

+olt. 2M5uff said.3

In "olf# such game-changing athletes as ickie 9owler#Ian Poulter# $exi &hompson# "raham

'e$aet# "reg 5orman# and Nill acken>ie represent )+, PH, ")$9.

PH,@s sport-inspired lifestyle products include the PH, otorsport collection# which

features officially licensed gear from 9errari# +N otorsport# and ercedes ,"

PF&)5,S.

PH, has created famous sneaker styles such as theSuede# Fl ey# oma#

lyde# ostro#Speed at# +asket# 'isc +la>e#"O Special# and &rinomic range as well as

icons-to-be like our Sport $ite styles and# for women# our sneaker andballet flats. reative

partnerships with influential brand advocates like eek ill# Solange# and +ucky $asek

round out our lifestyle category.

&he company distributes its products in more than 1%6 countries# employs more than 16#666

people worldwide# and is head/uartered in 0er>ogenaurach# "ermany.

Li8ert/ Shoes have been fashioning footwear for well over =6 years for the style- conscious

people around the globe. urrently with an annual turnover exceeding I5.=66 crore 2H.S.

A186 million3# we figure amongst the top % manufacturers of leather footwear producing more

than 86#666 pairs a day using a capacity of more than 4 lakh s/uare feet of leather per month.0elping us dress up the feet of the fashion-driven and /uality-seeking customers in more than

%8 countries# which includes major internationa6 fas+ion %estinationslike 9rance# Italy and

"ermany# is our worldwide distribution network of 186 distributors# 766e976*si,e

s+o:roomsand more than =666 multi-brand outlets. )ur commitment to /uality is also

evidenced by our IS)


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Re% S+oeswas a hoctawchief# who traded with +ritish fur traders based in South

arolina in the 1:76s and ignited the hoctaw ivil Nar. &he 9rench countered by arranging

the assassination of ed Shoes. 0e was known in 9rench as le Soupier Rouge. 0e is also

known asRed Moccasin.

&he company has speciali>ation in leather. ,ll the footwear under this brand is of leather

material. 9ootwear range of leayan global pvt. $td was launched under the brand name of red

chief in 1


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&he company@s clothing and shoe design typically involve three parallel stripes of the same

color and the same motive is incorporated into ,didas @official logos.

HIS&OR(

&he history of ,didas is one of consistently meeting the evolving needs of the athlete.

9ocusing more on function and less on fashion# ,didas strives to provide athletes with shoes

that can make a noticeable difference in their performance. eeting athlete needs is what

makes ,didas the best. &he company ,didas was founded in the early 1


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years the company dominated the ,merican market. &he most important marketing

breakthrough was the active promotion of global sporting events# especially the )lympics.

&he connection of ,didas to the )lympics has a rich heritage. ,t the 1&er/9 5 )utdoor apparel#

climbing e/uipment# C6i7+? 5 Skateboard e/uipment# footwear and apparel# &a/6or Ma%e5

A%i%as Go6f 5 "olf e/uipment# golf apparel# golf shoes and finally# Ma9f6i 5 "olf balls# irons

and accessories.

COMPE&I&ORS;

udolf 'assler# ,die@s brother# founded a rival company# PH, the chief

competitors of ,didas are PH, and 5IGF. In ,ugust %668# the company

announced that it had made a deal to ac/uire rival FF+)G forA4.; billion. &he

ac/uit ion would increase its market share in 5orth ,merica and allow it to

further compete with 5ike. &his will propel ,didas to the number two spot in the

foot apparel market behind 5ike. ,didas@ trademark saying is Mimpossible is

nothing@.

ENHANCEMEN&

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In the 1ed by the H5 ' song !y ,didas? and

became a huge fashion trend.

,fter a period of serious trouble following the death of ,dolf 'asseler@s son 0orst

'asseler in 1


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company will now have closer business sales as those of 5ike in 5orthern ,merica.

&he ac/uisition of eebok will also allow ,didas to compete with 5ike Norldwide.

Norld cup 1


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, month after announcing the joint venture# ,didas India $td. launched its range of sports

footwear# apparel and accessories in 5ew 'elhi on 5ovember 1# 1


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,fter ac/uisition# the main challenge was to avoid the competition between the past two

rival brands# eebok# the producer of athleticsE sneaker# and ,didas. +ut

eebokEs brand managers have not only successfully done that but also they increased the

brand value of both eebok and ,didas.

A HA'0 E(E VIE'

In 1


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Products 9ootwear ,ccessories

REEBO0

IN&ODUC&ION

eebok is the world@s third-largest maker of sneakers# athletic shoes and sports apparels.

"ood are sold under the brands eebok# ockport# and "reg 5orman

ollection. eebok is also the official )utfitter of the 59$ and has an

exclusive deal to supply 5+, jerseys beginning this season.

eebok announced in Culy it will merge with "erman sporting apparel company adidas-

saloman in a deal valued at A4.; billion. &he merger is expected to be completed by the first

half of %66= and will create the second-largest sporting goods company behind 5ike

withA11billion in revenue.

,didas will maintain its corporate head/uarters in "ermany and its 5orth ,merican

head/uarters in Portland# ). Paul 9ireman will remain as hief Fxecutive officer of eebok

international $td. ,nd will continue to operate under its name and will retain its head/uarters

in canton# ,.

In fiscal %667# eebok had net income of A1


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In 1


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,t eebok# we see the world a little differently and throughout our history have made our

mark when we@ve had the courage to challenge convention. eebok creates products and

marketing programs that reflect the brand@s unlimited creative potential.

REEBO0@S POSI&IONING

Ce6e8ration In%i,i%*a6it/ in S=ort an% Life

eebok understands that people are# above all# uni/ue. eebok@s positioning reflects thisR

celebrating the distinct /ualities that make people who they are - their uni/ue points of view#

their individual style and their remarkable talents and accomplishments. eebok celebrates

their individuality# their authenticity and the courage it takes to forge their own path to

greatness. Nhile some may call them cra>y or eccentric# eebok calls them visionary and

original.

REEBO0>S PURPOSE

&o Em=o:er G6o8a6 (o*t+ to *6fi66 t+eir Potentia6

ommitment to orporate esponsibility is an important legacy and hallmark of the eebok

brand. 9or two decades# 0uman ights# through the eebok 0uman ights program# were

the primary focus of this effort. eebok has expanded on what had been built and created a

"lobal orporate iti>enship platform with a purpose for the brand that will help

underprivileged# underserved youth around the world fulfill their potential and live healthy#

active lives.

REEBO0>S BRAND &ERRI&OR(

Ha,in- *n Sta/in- in S+a=e

0aving 9un Staying in Shape comes to life through a fun# bold# provocative manner

expressed through fresh# eye catching imagery signed off with a uni/ue Eeword.E &he tone

and manner allows the consumer to look at sport and lifestyle through our lens of Eee.E

Indus tries - 9astest "row

eebok shoes Industries in India

%6


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eebok shoescompany offers a wide range of shoes# apparels and accessories and the prices

of these stuffs depend upon thedesign# comfort and material used. eebok shoes# apparels

and other accessories in India are expensive when we compare it with other brands but still

are popular and the choice of the elite class of the society. 5ow a day the shoe price

starts from s.1666 and goes up to s.18666 depending upon

the kind of shoes one is looking for. &he brand has achieved great recognition amongst

youngsters# middle aged and old people because of its comfort# fitting characteristics and

style.

&o distinguish themselves from the other brands# eebok also offers a wide range of apparels

for both men and women keeping into consideration the latest fashion# style and brand image.

&he company is manufacturing jackets# t-shirts# sweat shirts# pull over@s# tracksuits# wind

cheater etc. in different designs and colours. Prices of these apparels depend upon the /uality

and style of the product being taken. 'uring season sale the company also offers discounts on

these products.

Re7ent A7ti,ities of Ree8o

2a3 In %66


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c3 In ,pril %66; eebok launched its online store in HG and 9rance. In Canuary %66< eebok

had extended the store to "ermany# ,ustria# 5etherlands# +elgium and Ireland and had also

introduced our eebok an application to design your own eeboks.

d3 9or the %66;6< seasons# eebok created the eebok Fdge % uniform system# for5ational

0ockey $eagueEs players. &he league adopted the jersey and now all teams sport the newstyle for both their home and away jerseys.

e3 In Culy %66:# eebok launched its $ifestyle 9ootwear ollection in association with 'addy

ankeeEs new album. In 'ecember %66:# eebok launched the "),$ ollection of football

gear on the release of the Indian football movie 'han 'hana 'han "oal.

f3 In Cune %66:# eebok announced Scarlett Cohanssonon its array of brand ambassadors.

Cohansson promotes the Scarlett E0eartsE bkT collection# a Efashion-forward# athletic-inspiredE

footwear targeted at the Indian market.

NI0E

IN&ODUC&ION

5ike is a major publicly traded sportswear and e/uipment supplier based in the Hnited States.

&he company is head/uartered near +eaverton#)regon# which is part of the Portland

metropolitan area.It is the worldEs leading supplier of athletic and appareland a major

manufacturer of sports e/uipment with revenue in excess of HSA1;.= billion in its fiscal year

%66; 2ending ay 41# %66;3. ,s of %66;# it employed more than 46#666 people worldwide.

5ike and Precision ast partsare the only9ortune 866companies head/uartered in the state

of )regon# according to &he )regonian.

%%
http://en.wikipedia.org/wiki/National_Hockey_Leaguehttp://en.wikipedia.org/wiki/National_Hockey_Leaguehttp://en.wikipedia.org/wiki/National_Hockey_Leaguehttp://en.wikipedia.org/wiki/Daddy_Yankeehttp://en.wikipedia.org/wiki/Daddy_Yankeehttp://en.wikipedia.org/wiki/Daddy_Yankeehttp://en.wikipedia.org/wiki/Dhan_Dhana_Dhan_Goalhttp://en.wikipedia.org/wiki/Scarlett_Johanssonhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Beaverton,_Oregonhttp://en.wikipedia.org/wiki/Oregonhttp://en.wikipedia.org/wiki/Portland_metropolitan_areahttp://en.wikipedia.org/wiki/Portland_metropolitan_areahttp://en.wikipedia.org/wiki/Clothinghttp://en.wikipedia.org/wiki/Sports_equipmenthttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Precision_Castparts_Corp.http://en.wikipedia.org/wiki/Fortune_500http://en.wikipedia.org/wiki/The_Oregonianhttp://en.wikipedia.org/wiki/National_Hockey_Leaguehttp://en.wikipedia.org/wiki/National_Hockey_Leaguehttp://en.wikipedia.org/wiki/Daddy_Yankeehttp://en.wikipedia.org/wiki/Daddy_Yankeehttp://en.wikipedia.org/wiki/Dhan_Dhana_Dhan_Goalhttp://en.wikipedia.org/wiki/Scarlett_Johanssonhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Beaverton,_Oregonhttp://en.wikipedia.org/wiki/Oregonhttp://en.wikipedia.org/wiki/Portland_metropolitan_areahttp://en.wikipedia.org/wiki/Portland_metropolitan_areahttp://en.wikipedia.org/wiki/Clothinghttp://en.wikipedia.org/wiki/Sports_equipmenthttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Precision_Castparts_Corp.http://en.wikipedia.org/wiki/Fortune_500http://en.wikipedia.org/wiki/The_Oregonian


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&he company was founded on Canuary %8# 1


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+y 1


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shoes# called ,ir Zoom orker# designed to be 46 lighter than their competitorsE. In %66;#

5ike introduced the ,ir Cordan YY4# a high-performance basketball shoe designed with the

environment in mind.

5ike sells an assortment of products# including shoes andapparelfor sports activities

like association football#basketball# running#combat sports#tennis# ,merican

football#athletics#golfand cross training for men# women# and children. 5ike also sells shoes

for outdoor activities such as tennis# golf# skateboarding# association

football#baseball# ,merican football# cycling#volleyball#wrestling# cheerleading# a/uatic

activities# auto racing and other athletic and recreational uses. 5ike is well known and

popular in youth culture#chavculture andhip hop cultureas they supply urban

fashionclothing. 5ike recently teamed up with ,pple Inc.to produce the5ikeUproduct

which monitors a runnerEs performance via a radio device in the shoe which links to the iPod

nano. Nhile the product generates useful statistics# it has been critici>ed by researchers who

were able to identify usersE 9I'devices from =6 feet 21; m3 away using small# concealable

intelligence motesin a wireless sensor network.

In %667# they launched the SP,J &raining Program('ivision.

Some of 5ikeEs newest shoes contain 9ly wireand $unarlite 9oam. &hese are materials used

to reduce the weight of many types of shoes.

MANUAC&URING

5ike has contracted with more than :66 shops around the world and has offices located in 78

countries outside the Hnited States ost of the factories are located in ,sia# including

Indonesia# hina# &aiwan# India# &hailand# Oietnam# Pakistan# Philippines# and alaysia 5ike

is hesitant to disclose information about the contract companies it works with. 0owever# due

to harsh criticism from some organi>ations likeorp Natch#5ike has disclosed information

about its contract factories in its orporate "overnance eport.

A Ha: E/e Vie:

&ype Public

%8
http://en.wikipedia.org/wiki/Apparelhttp://en.wikipedia.org/wiki/Football_(soccer)http://en.wikipedia.org/wiki/Basketballhttp://en.wikipedia.org/wiki/Runninghttp://en.wikipedia.org/wiki/Combat_sportshttp://en.wikipedia.org/wiki/Tennishttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/Athletics_(sport)http://en.wikipedia.org/wiki/Golfhttp://en.wikipedia.org/wiki/Cross_traininghttp://en.wikipedia.org/wiki/Skateboardinghttp://en.wikipedia.org/wiki/Association_footballhttp://en.wikipedia.org/wiki/Association_footballhttp://en.wikipedia.org/wiki/Baseballhttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/Cyclinghttp://en.wikipedia.org/wiki/Volleyballhttp://en.wikipedia.org/wiki/Wrestlinghttp://en.wikipedia.org/wiki/Cheerleadinghttp://en.wikipedia.org/wiki/Youth_culturehttp://en.wikipedia.org/wiki/Chavhttp://en.wikipedia.org/wiki/Hip_hop_culturehttp://en.wikipedia.org/wiki/Urban_fashionhttp://en.wikipedia.org/wiki/Urban_fashionhttp://en.wikipedia.org/wiki/Apple_Inc.http://en.wikipedia.org/wiki/Nike%2BiPodhttp://en.wikipedia.org/wiki/IPod_nanohttp://en.wikipedia.org/wiki/IPod_nanohttp://en.wikipedia.org/wiki/RFIDhttp://en.wikipedia.org/wiki/Crossbow_Technologyhttp://en.wikipedia.org/wiki/Wireless_sensor_networkhttp://en.wikipedia.org/wiki/Nike_SPARQhttp://en.wikipedia.org/wiki/Nike_Flywirehttp://en.wikipedia.org/wiki/CorpWatchhttp://en.wikipedia.org/wiki/Apparelhttp://en.wikipedia.org/wiki/Football_(soccer)http://en.wikipedia.org/wiki/Basketballhttp://en.wikipedia.org/wiki/Runninghttp://en.wikipedia.org/wiki/Combat_sportshttp://en.wikipedia.org/wiki/Tennishttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/Athletics_(sport)http://en.wikipedia.org/wiki/Golfhttp://en.wikipedia.org/wiki/Cross_traininghttp://en.wikipedia.org/wiki/Skateboardinghttp://en.wikipedia.org/wiki/Association_footballhttp://en.wikipedia.org/wiki/Association_footballhttp://en.wikipedia.org/wiki/Baseballhttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/Cyclinghttp://en.wikipedia.org/wiki/Volleyballhttp://en.wikipedia.org/wiki/Wrestlinghttp://en.wikipedia.org/wiki/Cheerleadinghttp://en.wikipedia.org/wiki/Youth_culturehttp://en.wikipedia.org/wiki/Chavhttp://en.wikipedia.org/wiki/Hip_hop_culturehttp://en.wikipedia.org/wiki/Urban_fashionhttp://en.wikipedia.org/wiki/Urban_fashionhttp://en.wikipedia.org/wiki/Apple_Inc.http://en.wikipedia.org/wiki/Nike%2BiPodhttp://en.wikipedia.org/wiki/IPod_nanohttp://en.wikipedia.org/wiki/IPod_nanohttp://en.wikipedia.org/wiki/RFIDhttp://en.wikipedia.org/wiki/Crossbow_Technologyhttp://en.wikipedia.org/wiki/Wireless_sensor_networkhttp://en.wikipedia.org/wiki/Nike_SPARQhttp://en.wikipedia.org/wiki/Nike_Flywirehttp://en.wikipedia.org/wiki/CorpWatch


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&raded as 5SF 5GF

Industry lothing and Sports e/uipment

9ounded 1


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Nebsite 5ike.com

AC&ION

PROILE O &HE ORGANISA&ION

!, relentless race against time. &he burning passion to win.., strong desire to set the trends...

5o wonder

# life is all ,ction....T

Nhat one needs is a partner thatEs always on the move# that tracks your

Fvery move# just right and smartly too. ,nd thatEs exactly the inspiration behind our trendy

footwear collection ranging from performance sport shoes to semi-formal and formal

footwear for men# women# teenagers and kids. Hltimate in design# comfort# and fit. ,ction

shoes not only look good but also are good for your feet. Fach ,ction product is the

manifestation of our high standards of workmanship# access to latest technology. &hatEs how

,ction is synonymous with maximum /uality and performance.... and of course that essential

look. So gets into ,ction. ,nd feel free to walk on the rough roads of life. Surely youEll be the

winner.

ABOU& &HE COMPAN(;

%:


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&he ,ction group is one of the IndiaEs leading business conglomerates. &he group

commenced its operations as a source of footwear and its components in domestic and export

markets# gradually moving its core other diversified fields such as 2,PI3 hemicals and

Plastici>ers# 2I)&FG 3 omputer onitors and Peripherals# Power +ack Hp(Inverters#

2)G,,3 +atteries# 2SH5 I&3 0ousing Projects and 2SI +,$,CI ,&I)5 F'I,$

I5S&I&H&F3 0ealth are.

&here are different individual companies under a common umbrella# each dedicated to a

specific line of product manufacturing# procuring or other particular business activities.

&oday the group strategy is to be competitive and to be a leader in the /uality of goods and

services provided

ABOU& COMPAN(@S 'OR0INGS

Nith over three decades of experience in footwear industry# ,ction is synonymous with

/uality shoes for the whole family-ranging from casuals to formalsR from daily wear to

sportswear and from an elegant collection for ladies to a fun range for kids.

&rue to its name ,ction is always on the move to scale newer heights in footwear designing

and manufacturing. Intensive * ' efforts and the latest technology go into the making of

,ction footwear. Ne have in house manufacturing facilities# including modern e/uipments

and machineries specially procured from different countries to manufacture footwear at par

with international class and /uality.

Fach ,ction shoe is the product of a relentless /uest for /uality# high level of workmanship

and a true commitment to customer satisfaction. ,t ,ction we strive to listen to the customers

in their local markets and identify their footwear needs and then provide products that exceed

the customerEs expectations in terms of /uality# style and value.

0ardly surprising# ,ction has carved a special niche in the Indian footwear market and in the

hearts of millions of its consumers throughout the country.

COMPAN(@S LOCA&ION;

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,ction is head/uartered in 'elhi# supported by multiple manufacturing and development

units in rest of the states like - 0aryana# 0imachal Pradesh and 'aman etc. , number of its

executives are based in customer geographies with the express purpose of creating and

nurturing channel partners as well as customers relationship.

S&RA&EGIC IN&EN&

VISION

&o nurture a financially strong# growth oriented group through leadership and innovation andto widen future options by entering newly emerging industries where the potential seems

enormous. Ne as a group shall continue to seek opportunities where we can leverage our

resources.

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MISSION

,t ,ction group our mission is to work together# respecting each other# our skills and

knowledge to-

1. +uild higher /uality of products and services

%. ontinually strive to enhance customer satisfaction.

4. Improve customer retention and loyalty.

7. "ain a competitive advantage and larger market share

8. Flimination of scrap# waste# defects and errors.

=. &o create a great place to work.

:. +e welcomed in the communities in which we operate.

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VALUES

0ow we accomplish our mission is as important as the mission itself. 9undamental to the

success for the company are these basic values.

A. TeamworkB. earning and !nnovation". #nerg$ and %assion

Fmployee involvement in process improvement. Integrity and accountability.

MAR0E& POSI&IONING

,ction has consistently used T)P$F&F 9,I$ 9))&NF,T positioning and

continues to use it. &he company virtually makes shoes for the entire family- more precisely-

for everyone- for all occasions.

41


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DIS&RIBU&ION NE&'OR0

&o complement our philosophy of catering to every walk of life# our powerful

distribution network is mushroomed far and wide.

,ction has established a wide marketing network for distributing its products in India. &he

extensive distribution network# built over the years# is a major strength for ,ction products.

,ction products are available to consumers# even in the most remote places and in the

smallest of villages with a very meager population.

&he distribution network comprising of 'IS&I+H&)S# N0)$FS,$FS# F&,I$FS

,5' F+)Es throughout the country# ensures that the customer wherever located is served

efficiently. Ne have network of more than86#666 retail outlets all over India to sell our

footwear# which is being sold through more than866 distributors appointed by the company.

PUMA

IN&RODUC&ION

P*ma SE2officially branded as PUMA3 is a major "erman multinational company that

produces athletic and casual footwear# as well as sportswear# head/uartered

in0er>ogenaurach# +avaria#"ermany. &he company was formed in 1


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Histor/

Ba7-ro*n%

hristoph von Nilhelm 'assler was a worker in a shoe factory# while his wife Pauline ran a

small laundry in the+avariantown of0er>ogenaurach# %6 km 21%.7 mi3 from the city

of5uremberg.returned from fighting inNorld Nar I# udolf received a management

hristoph von Nilhelm 'assler was a worker in a shoe factory# while his wife Pauline ran a

small laundry in the+avariantown of0er>ogenaurach# %6 km 21%.7 mi3 from the city

of5uremberg. ,fter leaving school# their son# udolf 'assler# joined his father at the shoe

factory. Nhen he position at aporcelainfactory# and later in a leather wholesale business

in5uremberg.

udolf returned to 0er>ogenaurach in 1


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&/=e Societas Furopaea

&ra%e% as 9N+ PH

In%*str/ lothing and consumer

goodsmanufacture

o*n%e% 1


35/75

Parent Gering

'e8site www.puma.com

LIBER&(

IN&RODUC&ION

Li8ert/ S+oes Limite%2$S$3 is an Indianshoe company# based in Garnal# 0aryana.

Fstablished in 1


36/75

marketing its product nationally and internationally under the brand name T$I+F&T and is

well established in the national and international market. &he company has entered into an

agreement with one of the group firms (S $iberty Fnterprises for using the established

brand name T$I+F&T.

&he company has commenced its commercial production for non leather shoes on %8

'ecember 1


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Pro%*7ts 9ootwear

Parent $iberty "roup

'e8site libertyshoes.com

Man*fa7t*rin-

$ibertyEs manufacturing base includes six facilities spread across the numerous states# two

in"haraunda and $iberty Puram 20aryana3 where its primary and the largest manufacturing

units are situated# Paonta Sahib# 20imachal Pradesh3 with two units

andoorkee2Httarakhand3.&he company has avoided locations in the conventional Indian

shoe manufacturing locations such as ,gra# Ganpur# 5oida# hennai etc.

Bran%s

9) F5 oolers# 9ortune# 9orce 16# "liders and Nindsor

9) N)F5 9orce 16# "liders# Senorita and &iptopp

9) GI'S 9ootfun# 9orce 16# "liders# Prefect

S,9F& S0)FS 9reedom# Narrior and Norkman.

RED CHIE

IN&RODUC&ION

Lea/an G6o8a6 P,t. Lt%is a respected name in leather industry since 1


38/75

unit. Nith its innovative and hardworking attempts# "0,I became a leading 9" brand

in India.

&he footwear range of $eayan "lobal Pvt. $td was launched under the brand name F'

0IF9 in 1


39/75

CHAP&ER52

REVIE' O LI&REA&URE

4


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&he 'efinition onsumer-buying behavior according to Gotler 2%667# p.=613 is defined as

!&he buying behavior consumers individuals and house holds who buy goods and services

for personal consumption.? the term Mconsumer@ can be described as a person who ac/uires

goods and services for self satisfaction is often used to describe two different kinds of

consuming entities the personal consumers and the organi>ational consumers. &he personal

consumers buy goods and services for his(her own use. In this context the goods are bought

for final use by individual# who are organi>ational consumers# encompasses for profit and not

for profit business# government agencies# institutions# all of them must buy products#

e/uipment and services in order to run their organi>ation 2Gotler# %6673. Peter and )lson#

21


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21


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where they buy# how they buy# how much they buy# when they buy and why do they buy a

product# for this /uestion to reorgani>e the decision different stages needed they are#

information search# and evaluation of alternatives# purchase decision and post purchase

decision etc.# &he consumer passes through all five stages with every purchase# but in 11

more routine purchases# consumers often skip or reverse some of these stages 20awkins#

oney# 1


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and will be engaged in post purchase behavior. &he satisfaction or dissatisfaction of the

purchase of a particular product depends on the relationship between the consumer

expectation and the consumer disappointment# if it meets the consumer expectations# the

consumer can get satisfied. ,nd if it exceeds he(she is delighted 2"illy and "elb# 1


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RESEARCHME&HODOLOG(

esearch methodology is a way to systematically solve the research problem# it not only

takes the research methods but also consider the logic behind the methods. &he study of

research methodology for developing the project gives us the necessary training in gathering

materials and arranging them# participation in the field work when re/uired# and provides

training in techni/ues for the collection of data appropriate to particular problems.

RESEARCHPROBLEMS-

onsumer@s preference about different branded and non branded shoes.

RESEARCH ME&HODOLOG(;5

Fxploratory method.

SAMPLING PLAN;5

SAMPLE ME&HODS;5

andom simple sampling

SAMPLE SIE; 5

PRIMAR( DA&A;5

Juestionnaire

77


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Interview

SAMPLE

Nhile deciding about the sample of research# it is re/uired from the

esearcher@s point to pay attention to these under mentioned points

a Sam=6e Units , decision has to be taken concerning a sampling unit before

selecting a sample# sampling unit may be a geographical one such as state# district#

village etc. so in this research sampling unit is $udhiana area.

8 So*r7e of Data; 'ata re/uired for the study was collected through primary

sources i.e. market survey.

7 Sam=6in- SiFe;&his refers to the no. of items to be selected from the universe

to constitute a sample. &his is a major problem before the researcher. &he si>e of

sample should neither be excessively large not too small# it should be optimum. &his

si>e of population must be kept in view for this also limits the sample si>e. Sample

si>e in this research

% INSTRUMENTS USED

Primary data collected through sample survey from the selected elements in malls and super

markets. So for this purpose I have most popular tool of primary data collection through

direct communication with respondents. &he tools I used are /uestionnaire.

78


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ME&HOD O DA&A COLLEC&ION

,ctually data is of two kinds which are following-

a Primar/ Data;primary data are those# which are afresh and for the first time and this

happen to be original in character.

8 Se7on%ar/ Data; secondary data are those data which have already been collected by

someone else and which have already been used as per re/uired.

&here are basically two sources to collect secondary data

a3 Internally provided by company(organi>ation

b3 Fxternally various publication of central# state and local government.

+ooks# maga>ines# newspapers

Internet

,fter only keeping in mind one can think about what type of data has to be collected duringresearch as our research is concerned I have to gather primary data for customer preference.

RESEARCH INS&RUMEN&S;

JHFS&I)55,IF 'FSI"5

,s the /uestionnaire is self administered one# the survey is kept simple and user friendly.

Nords used in /uestionnaire are readily understandable to all respondent.

I have made the /uestionnaire in which /uestions are according to the research and these are

convenience for the respondent.

7=


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&he research study tends to follow and achieve specific objectives.

&he objectives of this particular study are-

&o know the personal views of the people regarding various branded shoes.

&o study which branded shoe is mostly preferred by people as per their choices.

omparison between various branded shoes.

9ind out factors influencing the people at the time of purchasing shoes such as

*a6it/< D*ra8i6it/< Variet/< Pri7e< An% Use in S=ort s.

LIMI&A&IONS O &HE S&UD(

Nhile surveying I encounter with some problems like-

!. !n some of the retail showroom it is not allowed to get the questionnaire!!. &an$ of the respondents were not willing to 'll the questionnaire.!!!. (ome people were not willing to respond and few of them who responded

were in hurr$ hence the active participation was lacking.!). Due to which ! faced di*culties in collecting information+s regarding our

questionnaire.). Another prolem which ! face was that people were hesitating to give

information aout their views freel$.

7:


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CHAP&ER5"

DA&A ANAL(SIS

AND

IN&ERPRE&A&ION

7;


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AGE

,ge considered as an important factor which affects the buying habits of individuals like as

preferences of young persons are differ as compared to old ones.

AGE IN (EARS REUENC&O

RESPONDEN&

PERCEN&AGE O

RESPONDEN&S

18-%8 %4 7=

%=-48 %: 87

IN&ERPRE&A&ION;

,nalysis indicate that out of 86 respondents %4 persons belongs to age group between 18-%8

and another %: persons belong to age group of %=-48 years old. &eenagers like to wear sports

shoes and younger people prefer to wear formal shoes.

EDUCA&ION LEVEL O RESPONDEN&S

7


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Fducation greatly influenced the choice# preference and habit of a person. any living habits

learn from education. Fducation makes him aware about the running fashion.

EDUCA&ION LEVEL REUENC&O

RESPONDEN&

PERCEN&AGE O

RESPONDEN&S

H. ",'H,&F 1< 4;",'H,&F 1= 4%

P)S& ",'H,&F 8 16

,5 )&0F 16 %6

IN&ERPRE&A&ION;

Studies revealed that 4; respondents are under graduate and they prefer to wear sport

shoes. &here are 4% persons are graduate and they wear shoes according to latest fashion

and 16 respondents are post graduate and they prefer to wear formal shoes. &here are %6

respondents who belong to another field of courses.

&(PE O AMIL(

86


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9amily is a group comprising a husband and wife and their dependent children# constituting a

fundamental unit in the organi>ation of society.

&(PE O AMIL( REUENC( O

RESPONDEN&S

PERCEN&AGE O

RESPONDEN&5H$F, %: 87

C)I5& %4 7=

IN&ERPRE&A&ION

9amily plays an important role in decision making. 'ata consists of 87 nuclear families

where family members take their own decisions and have enough money to spend. &here are

7= respondents come from joint families and they take buying decision according to budget

of the family.

MARI&AL S&A&US

81


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arriage is a social union or legal contract between people that creates kinship.

MARI&AL S&A&US REUENC( O

RESPONDEN&S

PERCEN&AGE O

RESPONDEN&

,IF' 1< 4;H5,IF' 41 =%

.

IN&ERPRE&A&ION;

'ata consists of 4; married respondents who buy branded shoes after considering price and

other attributes of the product. ,nd another =% respondent takes their own decision and

they spend money according to their will.

INCOME LEVEL

8%


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9or household and individual income is the sum of all the wages# salaries# profits# interest@s

payments# rents and other forms of earning received in a given period of time^

INCOME IN REUENC( O

RESPONDEN&S

PERCEN&AGE O

RESPONDEN&5! ! 2

!5! !2 2"

!52 !$ 23

2ABOVE ! $

IN&ERPRE&A&ION;

'ata indicate that %6 belong to income category of s 8-16and %7 fall between s 16-18.

&here is %= fall between income categories of 18-%6. ,nd another 46 come under income

group of %6*above. $ow income group prefer to wear unbranded shoes

&(PE O SHOES LI0E &O 'EAR

&ype of shoe a customer wants to wear depends upon his choice and profession.

84


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&(PE O SHOES REUENC( O

RESPONDEN&

PERCEN&AGE O

RESPONDE&S

9),$ %6 76

SP)&S 17 %;

,SH,$ 1% %7

,5 )&0F 7 ;

IN&ERPRE&A&ION;

It is analy>ed that 76 peoples prefer to wear formal shoes and these shoes are mostly

referred by businessmen and professionals.

Sports shoes are first preferred by young hunks# sportsmen and college going students.

asual shoes are worn on special occasions.

PRESEN& CONSUMERS O BRANDED SHOES

+randed shoes represent status symbol of a person in the society.

RESPONSES REUENC( O

RESPONDEN&S

PERCEN&AGE O

RESPONDEN&S

FS 47 =;

5) 16 %6

I5'I99FF5& = 1%

87


55/75

IN&ERPRE&A&ION;

&he analysis showed that =; consumers like to wear branded shoes. &here are other %6

consumers who never wear branded shoes and 1% not even conscious about branded shoes.

.

BRAND A'ERENESS O RESPONDEN&S

, consumer can buy any product only when he or she aware about the availability of that

product in the market.

BRANDS REUENC( O

RESPONDEN&S

PERCEN&AGE O

RESPONDEN&

5IGF 46 =6

,&I)5 %7 7;

,'I',S 4; :=

FF+)G 41 =%

,5 )&0F 1% %7

25)&F-vary because respondents are free to tick more than one option3

88


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IN&ERPRE&A&ION;

,nalysis revealed that ,didas is most popular brand among consumers so it serves :=

customers. 5IGF and FF+)G have also strong place in the market and they both fetch =6

and =% customers respectively. &here is also strong competition among them. &here are

7;of the consumers are aware about ,ction shoes.

BRAND LI0E &HE MOS&

, customer like only that brand which provide him or her more satisfaction as compared to

other brands available in the market.

BRANDS REUENC( O

RESPONDEN&

PERCEN&AGE O

RESPONDEN&S5IGF 11 %%

,&I)5 8 16

,'I',S 1< 4;

FF+)G 14 %=

,5 )&0F % 7

8=


57/75

IN&ERPRE&A&ION;

&he image of the brand affects the purchasing decisionR study concludes that ,didas is

popular brand among other brands and 4; respondents using it. &here are %= customers

wearing eebok shoes# %% wearing 5ike shoes and 16 wearing ,ction shoes. &here is 7

respondent wearing other shoes.

PURCHASING PLACE

Place play an important role in the marketing of products.

8:

PLACE REUENC( O

RESPONDEN&

PERCEN&AGE O

RESPONDEN&S

'FP,&F5&,$

S&)F

< 1;

)'I5, S0)N)) 1: 47

FY$HSIOF

S0)N))

%6 76

,5 )&0F 7 ;


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IN&ERPRE&A&ION;ost of the consumers prefer to buy branded shoes from exclusive showroom and their

percentage is 76 and 47 like to buy from ordinary showrooms and 1;# consumer go to

departmental stores.

ADVER&ISING MEDIA

,dvertising is the art of influencing human action to buy or possess ones product. &he term

Mmedia@ refers to the mean through which the advertising information is communicated by the

advertiser to the prospective customers.

&(PE O MEDIA REUENC( O

RESPONDEN&

PERCEN&AGE O

RESPONDEN&S

,'OF&ISFF5& 14 %=

9IF5'S < 1;

S,$FS PFS)5S 1< 4;

FY$HSIOF S0)N)) < 1;

,5 )&0F 5I$ 5I$

8;


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IN&ERPRE&A&ION;

,nalysis revealed that 4; of the total respondents become aware about particular brands

through salespersons# %=through advertisement# 1; through friends# and another 1;

through exclusive showroom.

AEC& O ADVER&ISEMEN& ON BU(ING

DECISION

,dvertising provides maximum information about the availability of products to consumers#

so they can select appropriate products.

RESPONSES REUENC( O

RESPONDEN&

PERCEN&AGE O

RESPONDEN&S

FS 4= :%

5) 17 %;

8


60/75

IN&ERPRE&A&ION;

&o measure the effective of advertisement it is necessary to know the effect of advertisement

on the consumer# as study indicates :% are those whose purchasing decision is affected by

advertisement and %;respondent@s decision is not affected by advertisement.

EEC& O PRICE

Price may be defined as money consideration asked for or offered or exchanged for a

specified unit of a good or service. Prices are generally determined by market conditions.

RESPONSES REUENC( O

RESPONDEN&

PERCEN&AGE O

RESPONDEN&S

FS 4< :;

5) 11 %%

=6


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IN&ERPRE&A&ION;

,nalysis shows that :; respondents change their purchasing decision if there is any

increase in price and %%respondents do not change their decision even if there is any

increase in price because of brand image.

REPURCHASE PERIOD

Purchasing decision of consumer depends upon the income level of the consumer.

REPURCHASE PERIOD REUENC( O

RESPONDEN&

PERCEN&AGE O

RESPONDEN&S

)5F , 1; 4=

&NIF , 17 %;

&0IF , % 7SF,S)5,$ 1% %7

SPFI,$ ),SI)5 7 ;

=1


62/75

IN&ERPRE&A&ION;

ost of the consumer purchase once in a year and their percentage is 4= and %; purchase

twice a year# 7thrice a year# %7 purchase seasonally and ; purchase on special

occasions.

AC&ORS AEC&ING &HE PURCHASING

DECISION

Price and /uality of the product are the main factors which affect the final decision of the

consumer.

AC&ORS LARGE

E1&EN&$

SOME

E1&EN&2

LEAS&

E1&EN&!

'EIGH&ED

AVERAGE

PIF %; 14 < %.4;

JH,$I& 78 8 - %.e in ,&I)5 for past few years.

Probably it could be because of the aggressive attention snatched by brands like 5IGF

and ,'I',S especially in India.

==


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elebrities also affect the sale of brand .,'I',S shoes promoted by 'avid

+eckham.

:% respondents take their buying decision after considering the advertisement of

brand.

ost of respondents prefer to purchase shoes from exclusive showrooms.

+usinessman# serviceman and professionals prefer to wear formal shoes because of

status and students like to wear only sports and casual branded shoes.

SUGGES&IONS;

'epartment stores are the prime sales and marketing channel for branded shoes. In

addition# store decorations and product displays should be designed to create a strong

first impression.

Seasonal promotion campaigns# like special discounts and advertisements# could be

employed. 5ew lines of collections should be introduced for festivals.

&he prices of branded shoes must be reduced to increase sales.

=:


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Con76*sion

)&HE BO&&OM LINE O &HE MAR0E& RESEARCH

SPEA0S &HA& BRANDED SHOES IN INDIA HAS BEEN

INCREASING ON DA( B( DA( BASIS.

&HA& SOUNDS GOOD OR IN&ERNA&IONAL AS 'ELL

AS DOMES&IC MAR0E&

=;


69/75

CHAP&ER53

ANNE1URE

=


70/75

UES&IONNAIRE

PFS)5,$ P)9I$F

I. 5,F

II. ,"F III. ,''FSS IO. &F$FP0)5F O. )HP,&I)5

OI. F'H,&I)5

Hnder "raduation "raduatePost "raduate ,ny other

OII. &PF )9 9,I$

5H$F, Coint 9amilyOIII. ,I&,$ S&,&HS

arried Hnmarried

,ny otherIY. 9,I$ I5)F 2S. Per month3

8666-16666

16666-18666

18666-%6666

:6


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%6666 * above

1. Nhich type of shoes do you like to wear^

9ormal Sports

asual ,ny )ther

%. 'o you wear +randed Shoes^

es 5o

Indifferent

4. ,re you ,ware about the following +rands of Shoes

5ike ,didas

,ction eebok

,ny )ther

7. Nhich +rand does you like the most^

5ike ,didas

,ction eebok

,ny )ther

8. Hp to what extent do you consider following features of +rand while

purchasing^

$arge Fxtent Some Fxtent $east Fxtent

Price

Juality

Si>e

:1


72/75

'esign

olor

'urability

,vailability

+rand image

Special offers

=. 0ow do you get aware about this particular +rand^

,dvertisement Sales Persons

9riends Fxclusive Showrooms

,ny )ther

:. 9rom where do you like to purchase your +randed shoes

'epartmental Stores )rdinary Showrooms

Fxclusive showrooms any other

;. 'o you think advertisement effect your purchasing decision^

es 5o


73/75

Si>e

omfort

'urability

,ny )ther

11. Nhere is any increase in price of this brand# is that

Fffect your purchase decision^

es 5o

1%. Nould you like to buy another brand if all the attributes

,re ,vailable in other brand^

es 5o

:4


74/75

C1apter'2

BIBLIOGRAPHY

The list of reference for the purpose of completing this marketing proect

is as given elow/

BOO.S)

:7


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&arketing management B$/ %hilip 0otler

&arketing management B$/ ." 2andhi

3unctional management B$/ R.0.(harma

INTERNET)

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