ushma
Ushma Sharma
NIKE SHOES
DATA ANALYSIS
1. Demography of respondents
ANALYSIS:
It was observed that the majority of the respondents consist of professional from various fields like engineers, software professionals, working executive etc. who effective form 38% of our database. While 36% were students from various fields. Others constitute designers and athletes etc. the further study is carried on the buying behavior of the above mentioned categories of consumer, which shows that our consumer is well educated and is very well informed about the product.
2. 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. 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, since they have higher spending power because of higher income levels.
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, whereas the businessman generally do their shoes shopping during traveling or on special occasion’s.
BRAND RECOLLECTION:
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. This was due to the fact that REEBOK has brand ambassador like RAHUL DRAVID and YUVRAJ SINGH.
FACTOR INFLUENCING THE BUYING PROCESS:
ANALYSIS:
Among the various factors like social, psychological, 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. Also the social factor like style was second most important factor behind the consumer buying motives.
(B) COMPARISON WITH OTHER BRANDS
ANALYSIS:
In response to the question about giving, out of 100 point to the various factors affecting their buying BEHAVIOR between NIKE and OTHER’S following was observed:
OTHERS NIKE
a. Style ____20____ ___30_____
b. Price ____10____ ___10_____
c. Comfort _____30___ ___30_____
d. Brand ____10____ ___20_____
e. Durability _____30___ ___10____
this further shows that the consumer look for style in the NIKE more in comparison to the other brand hence, 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.
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. It was observed that the beside that personal choice of the respondent, the pressure from the friends plays an important buying force for the students, 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. 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. While the remaining respondents were using either the NIKE or ADDIDAS brand shoes.
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.
3. Do you ask for a specific brand by name?
90% people say yes to this. and the remaining 10% say no.
4. Which brand do you generally use?
People in India prefer Nike the most as we can see that 24% % people prefer Nike sports wear. Then comes Adidas and Reebok.
5. Has any sports shoes ad (seen on TV/in a magazine) made an impact on you?
YES NO IF YES, THEN WHY
NIKE 43 57
ADIDAS 63 37
REEBOK 45 55
ACTION 30 70
Most of the people are influenced with Adidas’s ad, then with Reebok and then Nike. The most un-influential is that of action.
6. What according to you is the relative importance of the following?
V. Imp Imp. 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. Then the price is also very important for them. The shoe should be comfortable. Along with that looks and the brand image is also important.
7. What features of Nike do you like the most?
The most liked feature of Nike is the light weight shoe. Then it is the enhanced toe support. From here we can infer that most important aspect for the consumers is the comfort they get from the shoes.
8. What range you prefer?
Larger number of people goes in for shoes that come under the range of Rs. 1500-3500. A s we know that Nike is a premium brand 27% of the buy shoes that falls under the range of Rs. 3500-7500 and lesser no. of people buy shoes ranging in between 3500 and 5500.
9. How often you buy Nike?
62% of the consumers buy Nike only once a year. Here we notice one thing that some don’t buy Nike.
10. Are you satisfied buying Nike?
The people who buy Nike are fully satisfied buying it, their percentage is 64%. Only 15 % are not satisfied buying it.
11. Do you think Nike serves the purpose of being a good brand, for Sports wear?
56% of the people agree that Nike serves its purpose for being a sport brand. Only 27% people don’t agree with it.
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. 36 don’t have any idea of this.
CONCLUSION & FINDINGS
The specific brand objective of Nike India would be to build up its brand reputation, image and equity. A brand is not simply a collection of products and benefits, but also a storehouse of value stemming from awareness, loyalty, and association of quality and brand personality. A brand is a name, term, sign, 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. In essence, a brand identifies the seller or maker. It can convey up to six levels of meaning: Attributes, Benefits, Values, Culture, Personality and User. If a company treats a brand only as a name it misses the point. The branding challenge is to develop a deep set of positive associations for the brand.
QUESTIONNAIRE
1 I buy my own shoes
Very frequently
frequently
sometimes
never
2 I find buying shoes a pleasurable event.
Very frequently
frequently
sometimes
never
3. I buy costly shoes
Very frequently
frequently
sometimes
never
4 for purchasing shoes, I can travel long distance
Very frequently
frequently
sometimes
never
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.
8 I like to buy shoes which are imported from Paris or Italy.
Strongly agree
Agree
Indifferent
Disagree
Strongly disagree
9. I like to buy shoes which are designed in Paris or Italy.
10. I like to buy shoes which are very stylish & of latest design.
Strongly agree
Agree
Indifferent
Disagree
Strongly disagree
11. I like to buy shoes which are less expensive but very stylish & of latest design.
Strongly agree 30.00
Agree 50.00
Indifferent 14.00
Disagree 4.00
Strongly disagree 2.00
12. I Like to buy shoes which are not very stylish but comfortable (%.of Respondents)
Strongly agree 10.00
Agree 30.00
Indifferent 18.00
Disagree 32.00
Strongly disagree 10.00
13. 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
Indifferent 4.00
Disagree 2.00
Strongly disagree 2.00
16 I like to buy Nike shoes which are not very stylish but comfortable
Strongly agree 12.00
Agree 16.00
Indifferent 2.00
Disagree 8.00
Strongly disagree 2.00
17 I like to buy Nikeshoes which are not stylish but comfortable and long lasting
Strongly agree 8.00
Agree 16.00
Indifferent 2.00
Disagree 12.00
Strongly disagree 2.00
18 I like to buy Nikeshoes which are not very stylish but comfortable
Strongly agree 14.00
Agree 16.00
Indifferent
Disagree
Strongly disagree
19 I like to buy Nikeshoes which are less expensive but very stylish & of latest design.
Strongly agree 4.00
Agree 10.00
Indifferent 4.00
Disagree 14.00
Strongly disagree 4.00
20 I like to buy Nikeshoes which are very stylish & of latest design.
Strongly agree 2.00
Agree 6.00
Indifferent 8.00
Disagree 22.00
Strongly disagree 2.00
21 I like to buy Tailor made shoes which are very stylish & of latest design.
Strongly agree 10.00
Agree 38.00
Indifferent 24.00
Disagree 16.00
Strongly disagree 12.00
22 I will certainly buy shoes if high quality matching imitation jewelry given free.
Strongly agree 36.00
Agree 56.00
Indifferent 4.00
Disagree 4.00
Strongly disagree 0.00
23 I will certainly buy shoes if high quality imported scent given free.
Strongly agree 38.00
Agree 60.00
Indifferent 2.00
Disagree 2.00
Strongly disagree 0.00
24 My expectation is fulfilled by my shoe supplier.
Strongly agree 6.00
Agree 24.00
Indifferent 42.00
Disagree 8.00
Strongly disagree 0.00
25 Shoe companies should survey customer preferences.
Strongly agree 24.00
Agree 56.00
Indifferent 16.00
Disagree 2.00
Strongly disagree 2.00
26 Shoe companies should suggest shoe design using celebrity.
Strongly agree 32.00
Agree 52.00
Indifferent 14.00
Disagree 2.00
Strongly disagree 0.00
27 I know exactly what I want in my shoes.
Strongly agree 8.00
Agree 26.00
Indifferent 24.00
Disagree 22.00
Strongly disagree 20.00
28 I don’t want to spend too much time on deciding my shoes.
Strongly agree 28.00
Agree 58.00
Indifferent 8.00
Disagree 6.00
Strongly disagree 0.00
29 Stores display is the best form of advertisement
Strongly agree 24.00
Agree 48.00
Indifferent 10.00
Disagree 4.00
Strongly disagree 0.00
30 T.V advertisement is the best form of advertisement
Strongly agree 16.00
Agree 52.00
Indifferent 4.00
Disagree 16.00
Strongly disagree 12.00
31 Buying customized shoe by internet is very attractive.
Strongly agree 24.00
Agree 52.00
Indifferent 4.00
Disagree 16.00
Strongly disagree 4.00
32 Buying customized shoe by internet is very attractive. But no spam mail.
Strongly agree 16.00
Agree 28.00
Indifferent 2.00
Disagree 10.00
Strongly disagree 44.00
DATA ANALYSIS
1. Demography of respondents
ANALYSIS:
It was observed that the majority of the respondents consist of professional from various fields like engineers, software professionals, working executive etc. who effective form 38% of our database. While 36% were students from various fields. Others constitute designers and athletes etc. the further study is carried on the buying behavior of the above mentioned categories of consumer, which shows that our consumer is well educated and is very well informed about the product.
2. 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. 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, since they have higher spending power because of higher income levels.
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, whereas the businessman generally do their shoes shopping during traveling or on special occasion’s.
BRAND RECOLLECTION:
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. This was due to the fact that REEBOK has brand ambassador like RAHUL DRAVID and YUVRAJ SINGH.
FACTOR INFLUENCING THE BUYING PROCESS:
ANALYSIS:
Among the various factors like social, psychological, 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. Also the social factor like style was second most important factor behind the consumer buying motives.
(B) COMPARISON WITH OTHER BRANDS
ANALYSIS:
In response to the question about giving, out of 100 point to the various factors affecting their buying BEHAVIOR between NIKE and OTHER’S following was observed:
OTHERS NIKE
a. Style ____20____ ___30_____
b. Price ____10____ ___10_____
c. Comfort _____30___ ___30_____
d. Brand ____10____ ___20_____
e. Durability _____30___ ___10____
this further shows that the consumer look for style in the NIKE more in comparison to the other brand hence, 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.
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. It was observed that the beside that personal choice of the respondent, the pressure from the friends plays an important buying force for the students, 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. 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. While the remaining respondents were using either the NIKE or ADDIDAS brand shoes.
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.
3. Do you ask for a specific brand by name?
90% people say yes to this. and the remaining 10% say no.
4. Which brand do you generally use?
People in India prefer Nike the most as we can see that 24% % people prefer Nike sports wear. Then comes Adidas and Reebok.
5. Has any sports shoes ad (seen on TV/in a magazine) made an impact on you?
YES NO IF YES, THEN WHY
NIKE 43 57
ADIDAS 63 37
REEBOK 45 55
ACTION 30 70
Most of the people are influenced with Adidas’s ad, then with Reebok and then Nike. The most un-influential is that of action.
6. What according to you is the relative importance of the following?
V. Imp Imp. 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. Then the price is also very important for them. The shoe should be comfortable. Along with that looks and the brand image is also important.
7. What features of Nike do you like the most?
The most liked feature of Nike is the light weight shoe. Then it is the enhanced toe support. From here we can infer that most important aspect for the consumers is the comfort they get from the shoes.
8. What range you prefer?
Larger number of people goes in for shoes that come under the range of Rs. 1500-3500. A s we know that Nike is a premium brand 27% of the buy shoes that falls under the range of Rs. 3500-7500 and lesser no. of people buy shoes ranging in between 3500 and 5500.
9. How often you buy Nike?
62% of the consumers buy Nike only once a year. Here we notice one thing that some don’t buy Nike.
10. Are you satisfied buying Nike?
The people who buy Nike are fully satisfied buying it, their percentage is 64%. Only 15 % are not satisfied buying it.
11. Do you think Nike serves the purpose of being a good brand, for Sports wear?
56% of the people agree that Nike serves its purpose for being a sport brand. Only 27% people don’t agree with it.
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. 36 don’t have any idea of this.
CONCLUSION & FINDINGS
The specific brand objective of Nike India would be to build up its brand reputation, image and equity. A brand is not simply a collection of products and benefits, but also a storehouse of value stemming from awareness, loyalty, and association of quality and brand personality. A brand is a name, term, sign, 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. In essence, a brand identifies the seller or maker. It can convey up to six levels of meaning: Attributes, Benefits, Values, Culture, Personality and User. If a company treats a brand only as a name it misses the point. The branding challenge is to develop a deep set of positive associations for the brand.
QUESTIONNAIRE
1 I buy my own shoes
Very frequently
frequently
sometimes
never
2 I find buying shoes a pleasurable event.
Very frequently
frequently
sometimes
never
3. I buy costly shoes
Very frequently
frequently
sometimes
never
4 for purchasing shoes, I can travel long distance
Very frequently
frequently
sometimes
never
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.
8 I like to buy shoes which are imported from Paris or Italy.
Strongly agree
Agree
Indifferent
Disagree
Strongly disagree
9. I like to buy shoes which are designed in Paris or Italy.
10. I like to buy shoes which are very stylish & of latest design.
Strongly agree
Agree
Indifferent
Disagree
Strongly disagree
11. I like to buy shoes which are less expensive but very stylish & of latest design.
Strongly agree 30.00
Agree 50.00
Indifferent 14.00
Disagree 4.00
Strongly disagree 2.00
12. I Like to buy shoes which are not very stylish but comfortable (%.of Respondents)
Strongly agree 10.00
Agree 30.00
Indifferent 18.00
Disagree 32.00
Strongly disagree 10.00
13. 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
Indifferent 4.00
Disagree 2.00
Strongly disagree 2.00
16 I like to buy Nike shoes which are not very stylish but comfortable
Strongly agree 12.00
Agree 16.00
Indifferent 2.00
Disagree 8.00
Strongly disagree 2.00
17 I like to buy Nikeshoes which are not stylish but comfortable and long lasting
Strongly agree 8.00
Agree 16.00
Indifferent 2.00
Disagree 12.00
Strongly disagree 2.00
18 I like to buy Nikeshoes which are not very stylish but comfortable
Strongly agree 14.00
Agree 16.00
Indifferent
Disagree
Strongly disagree
19 I like to buy Nikeshoes which are less expensive but very stylish & of latest design.
Strongly agree 4.00
Agree 10.00
Indifferent 4.00
Disagree 14.00
Strongly disagree 4.00
20 I like to buy Nikeshoes which are very stylish & of latest design.
Strongly agree 2.00
Agree 6.00
Indifferent 8.00
Disagree 22.00
Strongly disagree 2.00
21 I like to buy Tailor made shoes which are very stylish & of latest design.
Strongly agree 10.00
Agree 38.00
Indifferent 24.00
Disagree 16.00
Strongly disagree 12.00
22 I will certainly buy shoes if high quality matching imitation jewelry given free.
Strongly agree 36.00
Agree 56.00
Indifferent 4.00
Disagree 4.00
Strongly disagree 0.00
23 I will certainly buy shoes if high quality imported scent given free.
Strongly agree 38.00
Agree 60.00
Indifferent 2.00
Disagree 2.00
Strongly disagree 0.00
24 My expectation is fulfilled by my shoe supplier.
Strongly agree 6.00
Agree 24.00
Indifferent 42.00
Disagree 8.00
Strongly disagree 0.00
25 Shoe companies should survey customer preferences.
Strongly agree 24.00
Agree 56.00
Indifferent 16.00
Disagree 2.00
Strongly disagree 2.00
26 Shoe companies should suggest shoe design using celebrity.
Strongly agree 32.00
Agree 52.00
Indifferent 14.00
Disagree 2.00
Strongly disagree 0.00
27 I know exactly what I want in my shoes.
Strongly agree 8.00
Agree 26.00
Indifferent 24.00
Disagree 22.00
Strongly disagree 20.00
28 I don’t want to spend too much time on deciding my shoes.
Strongly agree 28.00
Agree 58.00
Indifferent 8.00
Disagree 6.00
Strongly disagree 0.00
29 Stores display is the best form of advertisement
Strongly agree 24.00
Agree 48.00
Indifferent 10.00
Disagree 4.00
Strongly disagree 0.00
30 T.V advertisement is the best form of advertisement
Strongly agree 16.00
Agree 52.00
Indifferent 4.00
Disagree 16.00
Strongly disagree 12.00
31 Buying customized shoe by internet is very attractive.
Strongly agree 24.00
Agree 52.00
Indifferent 4.00
Disagree 16.00
Strongly disagree 4.00
32 Buying customized shoe by internet is very attractive. But no spam mail.
Strongly agree 16.00
Agree 28.00
Indifferent 2.00
Disagree 10.00
Strongly disagree 44.00