CHAPTER-1 INTRODUCTION Customer satisfaction, a term frequently used in marketing is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals." In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing an d monitoring their businesses. It is seen as a key performance pe rformance indicator within business bu siness and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy Purpose of consumer satisfaction
Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty. Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is twofold: 1. Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a positive experience with the company’s goods and services. 2. Although sales or market share can indicate how well a firm is performing currently, currently,
satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will make further purchases in the future. future. Much research has focused on the relationship between customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes.
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Types of consumer satisfaction
Customer satisfaction is a key component of a good business, and the only way to accurately gauge customer satisfaction is using some type of customer satisfaction measurement, often a survey. Surveys allow your business to learn from how the actual customer is experiencing your business, rather than simply relying on what your subjective eyes and ears tell you. Customer satisfaction surveys come in several different shapes and styles, and most companies come up with their own unique way of gauging satisfaction accurately. Satisfaction for an insurance company, for example, may not be the same as satisfaction at a grocery store. The type of business, client list, etc., all change satisfaction results. Yet in general, most surveys fall under two categories:
Direct Transaction Surveys
This type of customer satisfaction survey is immediate, and is designed to gauge how the customer viewed a very specific transaction – namely, the transaction that (hopefully) immediately preceded filling out the survey. These surveys are not necessarily interested in your overall opinion of the company. They are primarily concerned with your most recent transaction.
Overall Satisfaction Surveys
Sometimes referred to as “relationship surveys,” these surveys are designed to gauge how the customer feels about the company in general, based on a combination of all of their experiences and any additional factors that may affect that result. Causes of consumer satisfaction
Satisfaction or dissatisfaction of consumers are not easily assessed by the manufacturer or service provider, because it is abstract and intangible. Th e cause was very much. So it is very difficult to satisfy consumers. But it must still exist efforts to achieve customer satisfaction. Following the identification of the causal factors of customer satisfaction:
Hope
Expectations are formed first before making a purchase. This component is a sought after consumers about the benefits of your products or services in performing their duties. These consumers form expectations based on the experience of the use of such products or services, word of mouth communications, marketing activities of the compa ny. 2
The results obtained products or services
The results obtained products or services are products or services in carrying out their duties in the reality or perception of it can be said is a measure of consumers in the results achieved by the product or service. Consumer satisfaction is achieved when products meet or exceed the expectations that consumers want, while dissatisfaction is achieved when the product under the chill of consumer expectations. Satisfaction or dissatisfaction of buyers affects subsequent behaviour. Consumers who are dissatisfied will perform different actions with satisfied customers. Consumers who are dissatisfied will reduce the mismatch by taking some action as a direct protest to the seller, complained to the consumer complaint agency, spreading bad impression to their friends about a product or company or the retailer to ultimately ultimately stop the actions of the company’s purchase of products or vendors that concerned.
Effect of Customer Satisfaction on Profitability
Customer satisfaction does have a positive effect on an organisation’s profitability. Satisfied customers form the foundation of o f any successful business as customer satisfaction leads to repeat purchase, brand loyalty, and positive word of mouth. There are numerous studies that have looked at the impact of customer satisfaction on repeat purchase, loyalty and retention. They all convey a similar message in that:
Satisfied customers are most likely to share their experiences with other people to the order of perhaps five or six people. Equally well, dissatisfied customers are more likely to tell another ten people of their unfortunate experience.
Furthermore, it is important to realize that many customers will not complain and this will differ from one industry sector to another.
Lastly, if people believe that dealing with customer satisfaction/complaint is costly, they need to realize that it costs as much as 25 percent more to recruit new customers”
Effect of Customer Satisfaction on Customer Loyalty
Having satisfied customers is not enough, there has to be extremely satisfied customers. This is because customer satisfaction must lead to customer loyalty. lo yalty. Building customer loyalty is not a 3
choice any longer with businesses: it’s the only way of building sustainable competitive advantage. Building loyalty with key customers has become a core marketing objective shared by key players in all industries catering to business customers. The strategic imperatives for building a loyal customer base are as:
Focus on key customers
Proactively generate high level of customer satisfaction with every interaction.
Anticipate customer needs and respond to them before the competition does Build closer ties with customers.
Create a value perception.
There is an increasing recognition that the ultimate objective of customer satisfaction measurement should be customer loyalty. High customer satisfaction will result in increased loyalty for the firm and that customers will be less prone to overtures from competition. Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms.
Measuring Customer Satisfaction: Organizations are increasingly interested in retaining existing customers while targeting noncustomers; measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the
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customer can compare the organization's products. Because satisfaction is basically a psychological state, care should be taken in the effort of quantitative measurement, although a large quantity of research in this area has recently been developed. Work done by Berry, Border between 1990 and 1998 defined ten 'Quality Values' which influence satisfaction behaviour, further expanded by Berry in 2002 and known as the ten domains of satisfaction. These ten domains of satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service Behaviours’, Behaviours’, Commitment to the Customer and Innovation. These factors are emphasized for continuous improvement and organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model. Work done by Parasuraman, Zenithal and Berry between 1985 and 1988 provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived experience of performance. This provides the measurer with a satisfaction "gap" which is objective and quantitative in nature. Work done by Cronin and Taylor
propose the
"confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman, Zenithal and Berry as two different measures (perception and expectation of performance) into a single measurement of performance according to expectation. According to Garboard, customer satisfaction equals perception of performance divided by expectation of performance. The usual measures of customer satisfaction involve a survey with a set of statements using a Liker Technique or scale. The customer is asked to evaluate each statement and in term of their perception and expectation of performance of the organization being measured. Adidas had highest customer satisfaction index in 2007
Adidas obtained the highest customer satisfaction satisfaction index in the telecommunications sector in 2007 .Adidas achieved a satisfaction satisfaction index of 74.4 (on a scale of 0 to 100), the highest score of all the companies in the Portuguese telecommunications market and consider ably above the sector average of 67.6 In the report Adidas is ranked in first place in all the indicators included in the survey: Satisfaction with the operator, Image that customers have of the operator, Customer Expectations, Perceived Quality of the operator's network and services, Perceived Value for Money, Complaints received and their handling, and Loyalty of customers to their operator 5
ADIDAS INTRODUCTION
Adidas, a German multinational corporation that design and manufactures sports clothing and accessories Adidas is the largest sport-wear manufacturer in Germany and Europe and the second biggest sportswear manufacturer in the world.
Besides sports footwear, Adidas also produces other products such as ba gs, shirts, watches, Eye wear, wea r, and other oth er sports spo rts-- and a nd clothin clot hing-re g-relate lated d goods. goo ds. Adid Adidas as was was form formed ed by Germ German an spor sports ts appa appare rell by the found ounder er Adida didass during the 1920’s “For over 80 sports footwear, apparel and accessories. Today, Adidas is a global leader not only in the shoe industry, but years, Adidas has been part of the world of sports on every level, delivering state-of-the-art also in the sporting goods industry. Shoes from the Adidas are available in virtually every country of the world. .Besides sports footwear, the company also produces other products such as bags, shirts, watches, eye wear and other sports and clothing-related goods. The company compan y is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world, after its American rival Nike. The company’s clothing and 6
Shoe design typically involve three parallel stripes of the same colon and the same motive is Adidas currently manufactures several running and lifestyle shoes, including the Energy-boost, and the spring-blade trainers, among others. The brand has built a strong runners network within big European capitals such as Paris "Boost Energy League". In 2016 the 3rd season will be launch. In Paris, the Boost Energy League gathers 11 teams representing different districts of Paris. Adidas is one of the highest regarded brands in the sports-and lifestyle industry With tremendous consumer acceptance and admiration. Consumer tests have shown that people wearing Adidas felt more comfortable and were able to show a higher performance – performance – even even if the products were counterfeit products with the Adidas logo (so-called placebo-effect) (WDR, 2012). For a company it is essential to understand the essence of its brand and the experiences consumers have with it. But is there a way to measure the brand experience of the consumers? And if so, is It connected to consumer satisfaction and consumer loyalty? Brakus et al. (2009) aim to explain brand experience and have invented a model to measure it. they have shown that brand experience positively affects consumer Satisfaction and loyalty. In addition, they have developed an empirically validated Brand experience scale based on the dimensions sensory, affective, intellectual and behavioral. The scale is meaningful in academic research, but even more important “as marketers engage in projects to understand and improve the experience their brand provides for their customers, they can use the scale for assessment, planning, and tracking purposes” (Brakus et al. 2009). It however leaves the question behind whether their model can be validated by further studies and whether the model can still be improved. The is article attempts to examine the the relationship between Brakus et al.’s (2009) four brand experience dimensions and customer satisfaction and loyalty for the Adidas brand. However, the findings of this research reveal that, when applied to the Adidas brand, the questions developed by Brakus et al. (2009) encompass some short-comings and return biased results. In this paper the model will be modified making it more descriptive. Then the modified model will be tested on a survey About the brand experience of Adidas, examining its relation to brand personality, Consumer satisfaction and consumer loyalty. But the history of Adidas has not always been marked by continuous growth; there have also been turbulent times. In the mid-1980s, markets across industries were were
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facing increasing competition and price pressures due to the globalization of the world economy. Back then, Adidas decided to take a major strategic and organizational decision, moving away from its focus on product manufacturing towards a strong focus on brand marketing. Manufacturing was to a large extent outsourced to third party suppliers in cheaper labour countries. In order to keep up with its main competitors, Adidas also started to look for take-over oppo rtunities in the market and acquired the companies TaylorMade and Reebok (in 1997 and 2005). To better understand the development of the mi-Adidas mass customization business outlined in the following section, we need to consider the sales channel mix at Adidas. In the sportswear industry in major markets, there has always been a strong market presence of large resellers and retail chains (e.g., Inters port, Foot Locker, and Decathlon) which operate large numbers of distributed stores and sell products of many different sports brands. Adidas today still makes the majority of sales through this reseller / wholesale channel. But over time Adidas has established other sales formats with a more direct control: Own retail stores operated by Adidas itself, mono branded franchise stores, shop-in shops, co-branded stores with sports organizations and other brands, and joint ventures ventu res with selected retail partners. With these formats, Adidas has a higher hi gher influence on the product offering and the product presentation at the point of sale, thereby being able to strengthen its brand and grow revenues. As stated in the 2011 annual report, Adidas intends to further increase its controlled space initiatives from currently 36% of Group sales towards 45% in the next four years, especially by expanding own retail stores and mono branded franchise stores. Besides wholesale and retail, Adidas is also focusing on the online channel. Some 10 years ago, e-commerce was not seen as relevant, and only in the US market Adidas offered its products in its own web-shop. In Europe, e-commerce was even stopped after a trial phase in 2001. It took until 2008 that e-commerce was re-introduced to the European market and an d other markets subsequently. In the future the relevance of e-commerce is expected to further increase: E-commerce has been defined as the third major sales channel as part of the strategic business plan and is supposed to be systematically expanded in the next years.
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MISSION AND VISION VISION: To nurture a financially strong, strong, growth oriented group through leadership and innovation and to widen future Options by entering newly emerging industries where the potential seems enormous. We as agroup’s hall group’s hall Continue to seek opportunities where we can leverage our resources. MISION: Mission at action group they mission to work together, respecting each other, Our skills and knowledge to: Build higher quality of products and services continually strive strive to enhance customer satisfaction retention retention and loyalty. Gain a competitive advantage and larger market share. Elimination of scrap, waste, defects and errors. To create angriest place to work. Be welcomed in the communities in which we operate. VALUES: How we accomplish our, mission is an important as mission itself .Fundamentals to success for the company are the basic values .Team work .Learning . Learning and innovation energy and passion employee involvement in proc proces esss impr improv ovem emen entt .Int .Integ egri rity ty and and acco accoun unta tabi bili lity ty..
BRAND VLUE
Brand value and strategy of Adidas Ag a leading producer of sports appeal 2006; Adidas owned another big bran brand d Reeb Reebok ok for for mor more than than 3 .5 mill millio ion n doll dollar ars. s. The brand value of Adidas Ag, leading leisure wear, sports. Footwear and equipment procedure across the globe is currently almost almost 2478 million dollars. The company brand name is Adidas and it is displayed displayed with a trefoil logo. This logo a very popular one is a signature of Adidas Brand. it had been launched in 1972. In 2006 Adidas acquired the Reebok brand FOR 3.8 MILLION DOLLARS. .In 2007 Adidas repositioned repositioned its Reebok brand to attract customers customers of aesthetics apparel. Moreover the company adopte3d several brand to expand its brand name. Adidas has a given a lot of emphasis on advertising. The strong brand management has successfully bran brande ded d the the comp compan any y over over the the worl world. d. .
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Chapter-2 Literature Review 30 years ago Holbrook and Hirschman (1982) published their “iconic paper” (Tynan and McKenzie, 2009) “Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun”. Authors indented new consumption behaviours consumption behaviours “that relate to the multi-sensory, multi-sensory, fantasy, and emotive aspects of product use” (Holbrook and Hirschman, 1982). Yet claim that the existing theory of the rational consumer needs to be supplemented by emotional components of buying behaviour. it is pioneering article launched an academic debate and encouraged further research on this subject. Since then, experience marketing has established itself within marketing theory and nowadays plays plays an essential role within consumer marketing.• e grounds for this growing phenomenon are based on three reasons: Firstly, overexposure to advertising from traditional media channels forces communication to focus on new ways to gain consumers’ attention and reach them with their messages (Mortimer, 2009). Secondly, globalization and saturation of markets hassled to ere competition for limited market share and increased level of competition is driven by the fact that functional product benefit are becoming interchangeable which makes it more di! Cult for companies to differentiate on functional product features (Fransen and Lodder, 2010). Pine and Gilmore Gilmore (1998) claim that since “goods and services become commoditized, the customer experiences that companies create will matter most”. Consumers with more hedonistic lifestyles are seeking consumption that recognizes their need of new and exciting experiences (Fransen and Lodder, 2010). Although experience-based marketing has received continuous attention, there is no common definition or usage of a dominant term. Several terms have been proposed, such as “experiential consumption” (Addis and Holbrook, 2001; 2001; Lofman, 1991), “experience marketing” (Pine and Gilmore, 1998), “experiential marketing”(Schmitt, 1999) or “brand experience” (Brakus et al. 2009). Brakus et al. (2009) define brand experience as “subjective, internal consumer responses (sensations, feelings, feelings, and cognitions) and behavioural responses evoked by brand-related brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments”. Various studies have analyzed the effect of experience marketing and tried to measure its outcomes. Fransen and Lodder (2010) have empirically examined the effects of experience marketing communication tools on consumer responses, and identified a positive in" hence on brand attitude and brand relation. Tsars et al.(2006) in their study on the Taipei Zoo that experiences have positive positive effects 10
on emotion and emotion has a positive effect effect on the behavioural intention through the means of satisfaction. Brakus et al. (2009) company “brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations”. Sands et al. (2008) found that in-store experiential events positively in" hence perceived shopping value and shopping behaviour intention. In addition to analyzing the impact of experience experience marketing, various e€ orts have been made to develop operational typologies for experiences. “Ease “Ease dimensions provide a frame-work frame-work by which companies and brands can engage consumers in an experiential manner” (Sands et al. 2008). Pine and Gilmore (1998) sort experiences into four broad categories according to where they fall along the spectra of the two dimensions “level of active/passive participation” and “level of immersion versus absorption”: the entertainment, educational, aesthetic and escapist realm. Seared well suited to analyze analyze to explore retail settings (Sands et al. al. 2008). Schmitt (1999) indented have different types of experiences: sensory experiences (SENSE), affective experiences (FEEL), creative cognitive experiences (THINK), physical experiences, behaviours and lifestyles (ACT) and social-identity experiences that result from relating to a reference group or culture (RELATE). • ease categories are especially suitable to create brand experiences (Sands et al. 2008). Brakus et al. (2009) constructed a brand experience scale with four dimensions: sensory, affective, behavioural and intellectual. In contrast to Pine and Gilmore (1998) and Schmitt (1999), Brakus et al. (2009) did not derive their four factors from literature, but gathered them by empirical evidence through explorative and conmatory factor analysis. In addition to the factor analysis, six further studies were conducted to prove the reliability of the scale. In conceptualizing brand experience, Brakus et al. (2009) concluded that brand experience is shaped by brand-related brand-related stimuli that constitute “subjective, internal consumer responses”, such as sensations, feelings and cognitions, as well as behavioural responses. They began with have dimensions selected through literature review, namely, sensory, affective, intellectual, behavioural and social. rough data collection and analysis the authors reduced their findings to four dimensions – dimensions – sensory, sensory, affective, behavioural, and intellectual. As Figure 1 depicts, each of the four dimensions are tested by three items, to gauge the intensity of the consumers’ brand experience. the research findings also led the authors to conclude that “brand experience seems to be a stronger predictor of actual buying behaviour ” compared to brand personality, a more effective measure of customer satisfaction (Brakus et al. 2009).Brakus et al. (2009) provide a 11
well-defined framework from which more conrmatory research can be conducted to measure the intensity of consumers’ experience with brands and its effect on satisfaction and loyalty. Should this framework prove to be valid and consistent after further testing, the implications for marketing practitioners could be significant. Not only would it lend credence to brand experience as an independent attribute of the brand construct, moreover, the linkage between brand experience dimensions and loyalty could help marketers improve customer retention. In addition, the brand scale with the four dimensions would give significant guidance on how to create and measure brand experience. This report attempts to validate the relationship between the four brand experience dimensions – dimensions – sensory, sensory, affective, behavioural, and intellectual – intellectual – and and customer satisfaction and loyalty.
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Chapter-3 Research Methodology Need of the Study
Consumer attitude gives both difficulty and development to the company. Now, Consumers have lot of interest regarding the Adidas products and also they having awareness about Adidas product attributes. Here, the Adidas companies need to understand the consumer attitude on cosmetics buying behaviour which brings success of the company. This study focuses on the factors that affect the buying decisions of consumers. This research objective is to get reliable and valid results that helps to the company in planning their future activities and marketing strategies. Objectives:- The objective of the present study is to factor affecting the purchase of Adidas
products
Research Questions:
1. Which type of shoes do you like to wear? 2. Are you aware about the following brand of shoes? 3. Which brand does you like the most? 4. How do you get aware of Adidas? 5. From where do you like to purchase Adidas brand shoes? 6. Do you think advertisement affect your purchasing decision? 7. What features of Adidas you like while purchasing?
Methodology The research design adopted for the study is descriptive in nature. To collect the required primary data, a well structured questionnaire has been personally administered and collected from the people who are residing in Delhi city. For measuring the basic information about the use of cosmetic products multiple choice questions have been asked in the questionnaire, and for measuring the consumer attitude towards various factors of cosmetic products, 5-point likert scale has been used. On the basis of simple random sampling method, 150 questionnaires have been issued to the respondents who are using cosmetic products. Out of 150 questionnaires 13
distributed, 100 filled-in questionnaires were returned from the respondents in which 50 questionnaires are found to be invalid.
Limitations of the Study:
While surveying I encounter with some problems like:
In some of the retail showrooms it is not allowed to get the questionnaire filled.
Many of the respondents were not willing to fill the questionnaire. questionnaire.
Another problem which I faced difficulties in collecting information regarding our questionnaire.
Another problem o face was that people were hesitating to give information about the reviews freely.
Stringent rules of labeling in the developed country markets have adversely affected growth in export trade.
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CHAPTER-4 DATA ANALYSIS Table No. 1: Gender wise distribution of sample Gender
No. of the respondents
% of the respondents
Male
60
60%
Female
40
40%
Figure-1: Gender wise distribution of sample male male
fema emale
40%
60%
Data interpretation:This pie chart shows that 60% are male and 40% are females. .
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Table-2 Age wise distribution of sample Age
No. of the respondents
% of the respondents
0-20
30
30%
20-30
40
40%
30-40
30
30%
Figure-2 Age wise distribution of sample 0-20
20-30
30%
30-40
30%
40%
Data interpretation:Under this analysis, most of the persons are in the age of 30 to 40.The percentage shows 40%.
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Table-3 Occupation wise distribution of sample Occupation
No. of the respondents
% of the respondents
Students
50
50%
Employed
20
20%
Unemployed
30
30%
Figure-3 Occupation wise distribution of sample
stu studen dent
emplo mploye yed d
unem unemp ploy loyed
30%
50%
20%
Data interpretation:This pie chart shows that 50% are the students, 20% are employed and 30% are unemployed.
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Table-4. Which type of shoes do you like to wear? Type of shoes
No. of the respondents
% of the respondents
Formal
20
20%
Sports
40
40%
Casual
20
20%
Other
20
20%
Figure-4 Which type of shoes do you like to wear? formal
sports
casual
20%
other
20%
20%
40%
Data interpretation:it is observed that 40% of the respondents like to wear sports shoes,20% like to casual shoes and only 20 % respondents like to wear formal and other shoes. .
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Table-5. Are you aware about the following brand of shoes? Brand of shoes
No. of the respondents
% of the respondents
Nike
10
10%
Adidas
40
40%
Action
15
15%
Reebok
20
20%
Others
15
15%
Figure-5 Are you aware about the following brand of shoes?
nike
Adidas
15%
action
reebok
other
10%
20% 40%
15%
Data interpretation:This pie chart represents that Adidas is mostly used by respondents about 40%,20% is used by Reebeok,15% respondents use Action and others.
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Table -6. The brands preferred by Customers Brand preferred by customers
No. of the respondents
% of the respondents
Nike
40
40%
Adidas
30
30%
Action
10
10%
Reebok
10
10%
Others
10
10%
Figure-6 The brands preferred by Customers nike
adidas
action
reebok
other
10% 10% 40% 10%
30%
Data interpretation:It is observed that 40% of the respondents Nike brand shoes preferred,30% of the respondents Adidas shoes preferred and only 10% of the respondents action rebook and other shoes preferred. .
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Table-7. How do you get aware of Adidas? Aware about Adidas
No. of the respondents
% of the respondents
Advertisement Advertisement
40
40%
Sales person
20
20%
Friends
30
30%
Exclusive
10
10%
Figure-7 How do you get aware of Adidas? adver dverttisme ismen nt
sale saless per person son
frie riends nds
exclu xclussive ive
10%
40% 30%
20%
Data interpretation:. This pie chart shows me that people get aware of products by40% Advertisement ,30% by friends and 20% by others and 10 by exclusive.
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Table-8 From where do you like to purchase Adidas brand shoes? Purchase of Adidas shoes
No. of the respondents
% of the respondents
Departmental
70
70%
Ordinary shops
10
10%
Exclusive rooms
10
10%
Others
10
10%
Figure-8 From where do you like to purchase Adidas brand shoes? depa depart rtme ment ntal al shoe shoess
orid oridin inar ary y
excl exclus usiv ive e room roomss
othe otherr
10% 10%
10%
70%
Data interpretation:-. The customers like to purchase adidas most from departmental about 70%.some customers from ordinary shops about 10% ,10% from exclusive ex clusive rooms and10% are buy from others.
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Table-9. Do you think advertisement affect your purchasing decision? Effects
No. of the respondents
% of the respondents
Yes
60
60%
No
40
40%
Figure-9 Do you think advertisement affect your purchasing decision?
yes
no
40%
60%
Data interpretation:-. It shows us that 60% of customers get affected b y advertisement and 40% are not. .
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Table-10. How often do you buy Adidas product? Time
No. of the respondents
% of the respondents
Once a year
41
41%
Twice a year
42
42%
Thrice a year
17
17%
Figure-10. How often do you buy Adidas product? once once a year year
twic twice e a year yearss
thri thrice ce a year yearss
17%
41%
42%
Data interpretation:Most of the customers about 41% buy Adidas products once a year and 42% buy products twice a year and 17% buy thrice a year.
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Table-11. What features of Adidas you like while purchasing? Like
No. of the respondents
% of the respondents
Colour
20
20%
Style
50
50%
Trendy
10
10%
Others
20
20%
Figure-11 what features of Adidas you like while purchasing? color
style
trendy
20%
others
20%
10%
50%
Data interpretation:The pie chart shows us that 50% of the customers like shoes, 20% like clothes to wear, 10% like bags,10% like wallet and 10% like others. .
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Table-12. What product Adidas offer? Offers Adidas products
No. of the respondents
% of the respondents
Clothes
20
20%
Shoes
50
50%
Bags
10
10%
Wallet
10
10%
Other
10
10%
Figure-12 what product Adidas offer? clothes
shoes
wallet
bags
others
10% 20% 10%
10%
50%
Data interpretation:The pie chart shows us that 50% of the customers like shoes, 20% like clothes to wear, 10% like bags,10% like wallet and 10% like others.
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Chapter-5 Findings, Recommendations & Conclusion
Findings 1. Majority of male respondents are using Adidas. 2. Most of the student’s respondents are like to wear Adidas shoes. And etc products of Adidas 3. Maximum respondents like to wear sports shoes, &minimum respondents like the formal shoes, casual. 4. Majority of the respondents are like Adidas shoes, and and minimum respondents respondent s are like Reebok, & Nike shoes 5. Majority of the respondents are aware Adidas shoes and products by Advertisement, maximum of the respondents by friends and minimum by others and exclusive. 6. Most of the customers like to purchase Adidas from departmental. 7. Majority of customers get affected by advertisement and minimum are not affected. 8. Maximum of customers like the style of the Adidas ,Minimum like color, others and like trendy 9. Majority of the respondents like Adidas shoes, maximum like Adidas clothes to wear, minimum like Adidas bag bags & wall walleet.
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Recommendations
Department’s stores Department’s stores are the prime sale and marketing sale channels for branded shoes.
IN addition store decor ions and product displays should be designed to create a stronger first impression.
Seasonal, promotions campaigns like special discounts and advertisements could be employed. New New line line of coll collec ecti tion onss shou should ld be intr introd oduc uced ed for for fest festiv ival als. s. The The pric prices es of brand branded ed shoes shoes must must be reduced to increase sales.
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Conclusion The Objective of this research paper is to study consumer buying behaviour towards Adidas products. This research is conducted in Delhi city and a survey method was used to collect the data from 100 respondents. Personal care sector is an integral part of the nation’s economy with its huge potential. The personal care industry is one of the largest consumer sectors in the country. The purchasing power and disposable incomes of the Indian consumer have considerably increased and it has created a niche for leading organizations in this segment in the last decade, resulting in phenomenal growth in this sector. The purpose of this paper is to investigate the various factors that have impact on buying decision of consumers. In this paper, respondents were selected by convenient sampling method and data was analyzed and interpreted with the help of statistical techniques. The study reveals that different factors have significant influence on buying behavior. This study also contributes to the knowledge of how cosmetic companies will be able to understand buying habits of the consumers.
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Bibliography 1. A1-Ashban and Burney, (2001),’ (2001),’ Key antecedents to customer satisfaction with adidas use
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7. http://ws.elance.com/file/Consumers_Attitude_towards_adidas Products.pdf?crypted11
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Appendix
Gender: - Male (
)
Female (
)
Age:Occupation: - Student (
)
Employed (
)
Unemployed (
QUES1. Which type of shoes do you like to wear? a. Formal b. Sports c. Casual d. Others Ques2. Are you aware about the following brand of shoes? a. Nike b. Action c. Adidas d. Any other Ques3. Which brand does you like the most? a. Nike b. Reebok c. Adidas d. Action e. Any other Ques4. How do you get aware of Adidas? a. Advertisement b. Sales person c. Friends d. Exclusive Ques5. From where do you like to purchase Adidas brand shoes? a. Ordinary shoes b. Departmental shoes c. Exclusive 32
)
d. Any other Ques6. Do you think advertisement affect your purchasing decision? a. Yes b. No Ques7. How often do you buy Adidas product? a. Once a years b. Twice a years c. Thrice a years Ques8. What features of Adidas you like while purchasing? a. Color b. Style c. Trendy d. Other, please specify Ques9. What product Adidas offer? A. clothes B. shoes C. wallet D. bags E. any other
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