Consumer Behavior Analysis of Woodland Shoes

Consumer Behavior Analysis of

“Woodland Shoes” Submitted to:

Farhan Faruqui Senior Lecturer, Department of Business Administration, East West University, Dhaka.

Submitted by:

Name Arafat Rauf Ashique Mahmud Nur Uddin Noman Md. Masum

MKT 410 Section: 1 Summer: 2011

Date of Submission:3rd August 2011

ID 2009-2-10-345 2009-2-10-237 2009-1-10-228 2009-1-17-011

Consumer Behavior Analysis of “Woodland Shoes”

Table of content

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Introduction Origin of the report: This report is prepared with the respect to three month course of Consumer Behavior. We are assigned to prepare a term paper on “Consumer Behavior analysis of Woodland Shoes”, by our honorable course instructor Md Farhan Faruqui. Our task is to make a survey on Woodland Shoes, and complete a study that covers all the important aspect of Consumer Behavior. Objective of the study: Literature Review: This report has been prepared having a considerable number of objectives in front of us. Some of the objective can be mentioned as: To apply our knowledge that we gathered from “Consumer Behavior” course, practically in preparing the term paper. To provide an overview of “Woodland Shoes”. To measure the possible business value of “Woodland Shoes” in Bangladesh. To measure the feasibility of “Woodland Shoes” in Bangladesh. To give some possible recommendations for “Woodland Shoes”. Scope of the study: This term paper is made on the basis of what people think about “Woodland Shoes”. For this we conducted a comprehensive survey on Woodland Shoe consumers and those people who know about Woodland Shoes. It means more focused on the consumers beliefs, perception, lifestyle and what thoughts consumers have about Woodland Shoes. Methodology of the study: We have used both primary and secondary data to conduct the study. The sources are: Primary sources: Primary sources are the individuals, who somehow are aware about Woodland Shoes. We have used convenient sampling to collect the information. We have used a structured questionnaire to collect data from the respondents and the sample size was 60. Statistical techniques were used to analyze the collected data and this data was presented in the graphical form. Secondary sources: Page 3 of 15


Secondary information was collected from the books and the web site of Woodland Shoes. We have collected much of the information through the internet and those are mentioned in the reference page. Limitations of the study: Although we have tried our best to make this term paper perfect but there were some limitations that obstructed us from doing so. We have faced some problems while preparing this report. Some of the limitations encountered while making this report are as follows: The topic has so much to cover, so initially we faced some problem to choose the appropriate topic. Collecting previous information was little bit tough. Some few people are aware of Woodland Shoes, so it was hard o collect data. More over they have some little knowledge about Woodland Shoes as it is a foreign shoe, so we could not reach the point we were aiming. It was difficult to arrange a suitable time for all members. Back ground of Woodland Shoes: Woodlands parent company, Aero Group, has been a well known name in the outdoor shoe industry since the early50s.The Flagship Company which began its operations in 1960‟s and now has an asset base of over US$100 Million.Woodland was started in Quebec, Canada for making winter boots. It quickly gained popularity due to its unwavering commitment to quickly and the introduction of the latest designs. Today, Aero Group is a highly integrated firm with its own leather tanning units and production facilities in India, Sri Lanka, Bangladesh, China, Vietnam, Indonesia, Macau and Canada. In 1992, Aero Group launched Woodland and it immediately caught the attention of outdoor enthusiasts. It brought with it, an innovative collection designed to provide rock climbers, backpackers, hikers and outdoor lovers with the perfect tools to meet nature‟s challenges. Soon enough the Woodland tree logo become synonymous with adventure, And as the calendar turned towards the new millennium, Woodland kept expanding its line of outdoor shoes, performance apparels, and equipment to cater to the needs of those always reaching for the horizon.

Woodland also entered India in 1992. Woodland was one of the brands that were launched in India from the vast portfolio of Aero Group. Woodland created a new category of specialized Page 4 of 15


„Outdoor adventure sports‟ shoes. Their product positioning was different and were known as a rugged, outoor leather shoe brand, the kind usually preferred by adventurists. T hey gradually developed a product line especially for India. Woodland always has been an outdoor brand and very much in tune with nature. Whatever Woodland do, it will never be against the environment but rather in consonance with it. It‟s this connect that has been the soul of the brand. Woodland not only builds this association through their promotions, but also through their processes and pr actices. Woodland plans to leverage this association more strongly to further strengthen the brand by changing over its entire range of shoes and apparel to quality eco‐friendly products, made with materials and chemicals that don‟t harm the nature; by making the manufacturing process less harmful to the environment; and by c ommunicating and promoting the brand on the same lines. The intent is to make eco‐friendliness its brand recall. As they say, “Touch the earth. Breathe the wind. Taste the water. Feel the richness of the forest, the emptiness of the desert, the might of the rivers and the majesty of the mountains. As you look around and marvel at the vastness of it all, ask yourself, “Where am I”? And the answer hits you right there and then, “Home”. That‟s when you know you are one of the few through whose very veins the spirit of adventure. A sprit that is willing to stretch the levels of human endurance, a spirit that desires to reach the furthest frontiers, a sprit that craves to venture into the unknown”. It is the spirit of adventure that defines Woodland. Ever since the beginning Woodland has successfully brought together the power of the human will and the rewards of discovery. Company profile: Company mission: Our definition of quality demands that any footwear and garment we make should be long lasting and strong. It should be as light as possible, supple, feel dry and comfortable against the skin, and be easy to care for. It should be versatile and should perfectly fit an active man, women or kid. Environmental harm from manufacturing or growing practices or from dyes and finishes should be minimal. We go to great lengths to design products that embody these qualities. Product of Woodland Shoes:

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Product of woodland Shoes:

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Fh

Analysis of Consumer Behavior: Profile of the target market: In this section, an overall view of the target market based on demographic, psychographic and socio economic factors will be discussed. From this discussion it would be easy to find the sum of all target customers age, sex and the income. The discussion in this section has been made, based on the result of the survey that we have conducted among sample size of sixty. As we have some limitations, we did most of our survey among our friends, relatives and student of East West University. Demographic factors: Demography is the study of the human population in term of size, density, location, age, gender, race, occupation and other statistics. The demographic environment is of major interest to marketers because it would involve people and people who make the market. From the survey, we found the results of demographic factors which are discussed below: Gender:

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We made our survey based on sixty people‟s opinion. Among these people

gendar

user of woodland shoes

100

100

80

80

60

60

40

40

20

20

0

0 male

male female

female

From the survey result we found that among these ______ According to our finding it is clear that the majority customers of woodland shoes are/would be male. Strategy: 1. Their all marketing activities need to be done, targeting mainly male customers. Because they already have such positioning among the male customers about their brand. So it would be easy for them to grab the opportunity. 2. Should give their commercial between the programs, which are mostly seen by male like sports events, news. 3. Can target or sponsored such event, place or activities, where majority of people would be male. 4. Along with the male customers, they should equally emphasize on female customers as well, because if they can able to use the existing brand positioning among the female, it would bring fibulas result. Age: We have surveyed among people of different age group. Among the surveyed people,_________ According to our finding it is clear that _________age group people are the majority in numbers.

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age group


100

100

80

80

60

60

40

40

20

20

0

0 10 to21 to 31 to 41 to 20 30 51 to 60+ 40 50 60

10 to 21 to 31 to 41 to 20 30 51 to 60+ 40 50 60

Strategy: 1. As they position their brand as a outdoor adventure shoe, it would be obvious to focus mostly on the below 30 age people. 2. This group of people are usually student, graduate, young employee, or newly married couple, couple with no children. So the company can give colorful advertisement, celebrity endorsement, idle advice, use opinion leader or everything this group found interesting. 3. As this group is youthful people and Woodland are for adventure loving people, so it‟s a fantastic combination. They should carefully blend all their marketing activities to catch that opportunity, such as campaigning for rock climbers, backpackers, hikers, trail runners, outdoor lovers or sports events. Education: According to our survey result_________ From the column chart, we can see that ____. So we can say that ________

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education

user of woodland shoes 100

100 80

50

60 40

0

20 0

Strategy: 1. As most of the customers are educated “Woodland Shoe” can position their brand more logically. Educated people are more rational and logical. So they can emphasize more on quality, longevity or simply what it exactly has rather than statement like extra tough shoe or advertisement like an elephant passing over a woodland shoe. They need to put that much of value in their shoe that would be most preferable criteria for choosing shoe among educated people. For simplicity it should be rational and logical. 2. Woodland can take part in events like education fair, campus program, campus recruitment etc type of events. Educated people usually do business or job, or going for them so woodland can take part such seminar or meeting. It will create concern about woodland followed by increase sales. Occupation: Among our surveyed people, the larger portion of the sample size was student. It can be clearly seen from the column chart that _________.

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occupation 100 80 60 40 20 0

user of woodland shoes 100 80 60 40 20 0

Strategy: 1. As most of our respondents are students and as they are educated and young age, woodland need to bring their product closer to the student and their strategy should be same.

Social Factor: Social factor denotes the social status of the target market by considering social class and other factors. Social class: Family income is highly influential in determining social class. To identify the respondent‟s social class we asked them about their family income to find their actual position in society. The

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survey represents that most of the participants are in the income range of BDT 20001-35000.

income of people


100

100

80

80

60

60

40

40

20

20

0

0

From our survey we found that ________ Strategy: 1. The product price should be more affordable or the product line should have more verity of shoe ranging from affordable to costly shoe. 2. Have to focus more on middle class and upper middle class people in countries of Asia as they prefer branded shoe or want to buy branded shoe to maintain the social status.

Other Factors: Types of shoes people like most: Based on our survey we found that most of the people _______ prefer _________.

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people like most 100 80 60 40 20 0 Snickers

converse

formal

Strategy: 1. Although woodland make outdoor adventurous shoe, in country like Bangladesh, it is commonly seen that most of the people want to be casual or less formal. However some people wear formal but that is for some specific time or shorter period of time. So they need to provide a lots if variation in their product line. People who tried Woodland Shoes:

According to our survey ______________. As a not so well known or recognized company , the result is quite naturel.

Have you ever tried Woodland Shoes 100 80 60 40 20 0 yes

no

Strategy: 1. As it is a foreign shoe and not available in Bangladesh, it is common to get the result that no one ever tried Woodland shoe. Page 13 of 15


2. But one thing for sure that, through their uncommon and unique advertisement in foreign television channel, they have gained much popularity in Bangladesh. 3. So Woodland can wisely enter into Bangladesh with full concentration. 4.

Most influencing factor at the time of purchasing shoe:

From our survey we found that most of our participants are influenced by own self at the time of purchasing shoe.

influencing factors 100 80 60 40 20 0

The column chart shows that _______ of our participants are influenced by themselves to purchase shoe product. Strategy: 1. Exposure strategy can be followed. For example, they can give billboard advertisement for long period of time. It will create more attention to the individuals towards Woodland shoe. 2. As people are mostly influenced by friends. And friends have the same characteristics of our average respondents, they can follow the same strategy for youth age group, educated people foe the friends, and if they properly do this their sales will increase. 3.

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Recommendation and Conclusion: Based on our analysis here are some recommendations for Woodland shoe: The inspiration behind Woodlands success is undoubtedly the outdoor adventure. After all the adventure is always looking for new ways to push the limits and to discover something new. Woodland has also been discovering new technologies and new innovation to bring customers only the highest quality. And this quality demands that each and every product should be perfect for outdoor exploring without compromising on comfort, style and versatility. Advertisement: Although Woodland shoe uniquely advertise and position their brand among the people, they should give more advertisements of their product through different communication channels. Continuous advertisement will help them to grab more attention of their potential customers and to increase sales. Distribution: Woodland shoes are not available that much compared to other brands in our country. There are world famous Addidas, Nike, Hushpuppy like company operating in our country or has available in multi brand outlet. But Woodland does not although they have a potential group of customers. Should be affordable: Woodland shoes are costly but compared with other brand shoe making company, their price are within the range. But to get more sales or grab more market share, they should charge reasonably. Increase in product line: Woodland shoe can bring a verity of product. That means they can increase their product line. At the end, we can say that, if Woodland Shoe can fulfill customers need and wants perfectly, And can position their brand in such a way that, people assume it to be comparable with other leading brand, they can easily become the market leader Reference:

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Consumer Behavior Analysis of Woodland Shoes

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