Analysis on Consumer Buying Behavior

(Rbk shoes)

Submitted By:

Name: Mohit Khanna

Roll no:0711471706

Branch: BBA(gen) B

1

ACKNOWLEDGEMENT

I express my heartfelt gratitude to my industry guide Ms Neha Verma, without whose

guidance and support the timely completion of this project would not have been possible. His

valuable inputs at every stage of the research process charted the course towards the

successful and timely completion

I would also like to thank my faculty guide Mr. Vishal Gupta, who provided me with the

necessary information and utmost co-operation during my project and acted as a constant

source of motivation & enlightenment for me.

I would like to acknowledge my indebtedness to Skyline team for approval and support for my

Dissertation.

Mohit Khanna

2

CONTENTS

1. Introduction 1

2. Objective and Methodology 2

3. Consumer Buying BEHAVIOR Model 4

4. Company History 10

5. Company Profile 15

6. Finding and Analysis 17

7. Recommendation 26

8. Annexure

• Sample Questionnaire 27

• Respondents List 30

7. Bibliography 32

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INTRODUCTION AND EXECUTIVE

SUMMARY

In 1958, the Foster family introduced the name REEBOK and continued to grow faster

because of its reputation for quality and innovative designs. Reebok revolutionized sports

shoes market in the 70’s throughout the world. Today Reebok is the leading global sports

wear brand name. They operate from Boston, Massachusetts.

Characteristically, we have searched internet to gather more information about the company

Reebok. The history of Reebok is very interesting. Mr. Joseph William Foster, a member of

the local running club “Bolton Primrose Harriers” wanted a pair of spiked running shoes for

jogging. The same Foster started writing the success story in 1985, when he made one sport

shoes for himself. Foster created the first ‘Foster’ running shoes and it became famous as the

news started spreading among the athletes.

Now after a decade, a quarter of the world's population and a fast-growing economy, India is

rapidly turning into one of the busiest market centers in the world. Footwear market has the

potential to provide stimulus in initiating the development of the Indian economy, which also

affects the Indian culture and the lifestyle. Leading brands of the world see a good market

potential in the country. But it requires a vast study of people across the world to find out

whether a market has the potential of growth (i.e. there are consumers ready to purchase the

product which suits their needs), and most importantly what drives them to choose a

particular brand out of a plethora of brands which exist in the market. This study attempts to

analyze consumers' behavior, attitudes, and buying patterns.

4

OBJECTIVES

The project was undertaken keeping the following objectives in mind:

• To study and analyze various factors affecting the buying BEHAVIOR of the

consumer while purchasing REEBOK shoes.

• To find out the reasons of consumer buying preference of REEBOK over other

brands

• To compare various attributes of REEBOK and other brands

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REASEARCH METHODOLOGY

Research design

Prior to undertaking this research, a review of the literature was conducted to

Identify and develop the initial research questions and subsequent hypotheses has been

identified. The goals of a literature review were as follows:

To demonstrate a familiarity with a body of knowledge and establish Credibility.

To show the path of prior research and how a current project is linked to it.

1. To integrate and summarize what is known in the area.

The primary focus of this research is a quantitative study. Quantitative research uses

structured questions with predetermined responses and a large number of respondents to

quantify the response to a particular research problem. This research quantifies consumer

response toward the strategy, attitude change toward the brand and purchase intention.

Data Collection Methods:

The data collection methods used for quantitative research include experiments, surveys,

content analysis and existing statistics. Given the nature of the research question, this

requires both measurements of consumer response as well as comparison. A combination of

the remaining two methods, survey and observation, was proposed. Surveys lend

themselves to collecting data from a large group of people and then summarizing the results

in a quantifiable form.

Survey administration

The survey instrument was self-administered and the respondents were made aware that

participation was voluntary.

The surveys were distributed to 84 respondent and 50 out them were taken in account on the

basis of complete information being provided by respondents.

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CONSUMER BUYING BEHAVIOR MODEL

Consumer decision to buy a product or a service is the result of interplay of many forces or

stimuli. Marketing stimuli for a product includes locating target markets and segmentations of

markets as per customer needs. The marketing and environmental stimuli enter the buyers

mind through cultural, social, personal and psychological factors. When these factors come in

contact with buyer, the buyer’s decision initiates and the marketer needs to have correctly

read the buyers conscious/unconscious BEHAVIOR to stimulate positive response.

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The field of consumer behavior studies how individuals, groups and organizations select, buy,

use and dispose of goods, services, ideas or experiences to satisfy their needs and desires.

They may respond to influences that change their mind at the last minute. Marketing and

environmental stimuli enter the buyers’ consciousness. Buyers’ characteristics and decision

processes lead to certain purchase decisions.

Consumers buying behavior is influenced by cultural, social, personal and psychological

factors.

Cultural factors

Cultural factors exert the broadest and deepest influence. Culture is the fundamental

determinant of a person’s wants and behavior. Each culture consists of smaller sub cultures

that provide more specific identification and socialization for their members.

Subculture includes: Nationalities, religions, racial gaps & geographic regions. When

subcultures grow large and affluent enough, companies often design specialized marketing

programs to serve them. Such programs are known as diversity marketing.

Social Class: Homogeneous & enduring divisions, hierarchically ordered, members

share common values. They have many characteristics.

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* High Low Involvement InvolvementSignificant Consumer Buying Variety-seekingDifferences BEHAVIOR BEHAVIORBetween (Computer) (Toothpaste)Brands Dissonance HabitualFor Difference Reducing BuyingBetween BEHAVIOR BEHAVIORBrands (Carpet) (Salt)

• Those within each class tend to behave more alike than persons from two different

social classes.

• Persons are perceived as occupying, inferior or superior positions according to social

class.

• Social class is indicated by a cluster of variables for ex: occupation, income, wealth

rather than a single variable.

• Individuals can move up or down the social class ladder during their lifetime.

Social Factors

Consumers’ behavior is influenced by social factors such as reference groups, family, social

roles and statuses.

1. Reference Groups: all groups that have a direct (membership groups) or indirect

influence on attitudes or behavior. Groups having a direct influence on a person are

called membership groups. Some membership groups are primary groups such as

family, friends, neighbors with whom the person interacts informally. People also

belong to secondary groups such as religious, professional groups, which tend to be

more formal.

2. People are also influenced by groups to which they don not belong to.

• Aspiration groups: are those a person hopes to join.

• Dissociate group: are those whose values or behavior an individual rejects.

Family: It is the most important consumer buying organization in the society and family

members constitute the most influential primary reference group.

Family of orientation – consists of parents & siblings. From parents, a person

acquires towards religion, politics and a sense of personal ambition, and self-worth.

Family of procreation – consists of spouse & children. It has a more direct influence on

everyday buying behavior.

Role and Statuses: The person’s position in each group can be defined in terms of role and

status. A role consists of activities a person is expected to perform. Each role carries a

status. People choose product tat communicate their role and status in society. Marketers

must be aware of the status-symbol potential of products and brands.

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Personal Factors

Consumer is influenced by age and life cycle stages, occupation, economic circumstances,

lifestyle and personality.

Age and Lifecycle stages: Persons age is an important decider of hid needs. Like small

child requires milk powder, toys, games, and education facility, whereas young adults

requires trendy clothes, transportation etc. Similarly consumption BEHAVIOR also is

influenced by specific stages of family life-cycle.

Occupation: The occupation of a person decides his consumption pattern. For e.g. a teacher

would buy simple clothes, means of communication, paper etc. while a company executive

would buys expensive clothes, club membership etc.

Economic conditions: Economic capacity of a customer to buy a product depends on his

income, savings, assets, borrowing power etc.

Life style: The customers coming from different cultures, social class, occupations bear

different life styles. These life styles are identified by various activities, interests, opinions, and

demographics.

Personality and Self Concept: Personality is consistent and enduring, but it can change with

time and abrupt events. So the psychological characteristics of a person manifest his

BEHAVIOR in terms of individual differences (high or low sociable person).

Psychological Factors

The Psychology involves four major processes like motivation, perception, learning, and

beliefs and attitudes.

Motivation: It refers to the way which urges, drives, desires, aspirations, striving or needs

direct, control or explains the BEHAVIOR of human being. -----------????????

Perception: It is the process by which we become aware of changes through the senses of

sight, hearing, smell, touch and taste. Therefore consumer perceptions about the product

price make the consumer bound to accept or reject the product.

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Learning: It is a process by which knowledge and experience acquired form the purchases,

consumption, use is applied to the future BEHAVIOR. For e.g. A TV purchased from SONY

would help teach the customer that DVD by SONY would also be better.

Beliefs and Attitude: Belief is a descriptive thought that an individual customer has about

product, service, idea or practice. An attitude is pre-disposed BEHAVIOR which is enduring

and consistent.

Buying decision process

PROBLM RECOGNITION

The buying process starts when the buyer recognizes a problem or need by gathering

information from a number of consumers, marketers can identify the most frequent stimuli that

spark an interest in a product category.

INFORMATION SEARCH

Consumer information sources fall into four groups:

Personal sources: Family, friends, neighbors, acquaintances

Commercial sources: Advertising, salespersons, dealers, packaging, displays

Public sources: Mass media, consumer -rating organizations

Experimental sources: Handling, examining, using the product

EVALUATION OF ALTERNATIVES

There are several decision evaluation processes; first the consumer is trying to satisfy a need.

Second, the consumer is looking for certain benefits from the product solution. Third, the

consumer sees each product as a bundle of attributes with varying abilities for delivering the

benefits sought to satisfy this need.

PURCHASE DECISION

However, two factors can intervene between the purchase intention and the purchase

decision. The first factor is the attitude of others. The second factor is unanticipated

situational factors that may erupt to change the purchase intention. A consumer’s decision to

modify, postpone, or avoid a purchase decision is heavily influenced by perceived risk.

POST PURCHASE BEHAVIOR

Marketers must monitor post purchase satisfaction, post purchase actions and post purchase

product uses

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POST PURCHASE SATISFACTION: the importance of post purchase satisfaction

suggests that product claims must truthfully represent the product’s likely performance.

POST PURCHASE ACTIONS: satisfaction or dissatisfaction with the product will

influence consumer’s subsequent behavior. If the consumer is satisfied, he or she will exhibit

a higher probability of purchasing the product again. Dissatisfied customers may abandon or

return the product.

POST PURCHASE USE AND DISPOSAL: Marketers should also monitor how

buyers use and dispose of the product. If consumers store the product in a closet, the product

is probably not very satisfying. If they sell or trade the product, new-product sales will be

depressed. Consumers may also find new uses for the product.

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Company History

1890-1930

J.W. Foster and Spikes of Fire

Reebok's United Kingdom-based ancestor company was founded for one of the best reasons

possible: athletes wanted to run faster. So, in the 1890s, Joseph William Foster made some

of the first known running shoes with spikes in them. By 1895, he was in business making

shoes by hand for top runners; and before long his fledgling company, J.W. Foster and Sons,

developed an international clientele of distinguished athletes. The family-owned business

proudly made the running shoes worn in the 1924 Summer Games by the athletes celebrated

in the film "Chariots of Fire".

1950-1980

A Gazelle Named Reebok

A Company on the Move

In 1958, two of the founder's grandsons started a companion company that came to be

known as Reebok, named for an African gazelle.

In 1979, Paul Fireman, a partner in an outdoor sporting goods distributorship, spotted Reebok

shoes at an international trade show. He negotiated for the North American distribution

license and introduced three running shoes in the U.S. that year. At $60, they were the most

expensive running shoes on the market.

1980-1990

Freestyle Aerobics and Step Reebok

Aerobics

By 1981, Reebok's sales exceeded $1.5 million, but a dramatic move was planned for the

next year. In 1982, Reebok introduced the first athletic shoe designed especially for women;

a shoe for a hot new fitness exercise called aerobic dance. The shoe was called the

Freestyle™, and with it Reebok anticipated and encouraged three major trends that

transformed the athletic footwear industry: the aerobic exercise movement, the influx of

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women into sports and exercise and the acceptance of well-designed athletic footwear by

adults for street and casual wear.

The Beginning of a Classic

Explosive growth followed, which Reebok fueled with product extensions - new categories in

which it also became a leader. The Freestyle is now a "Classic" and is Reebok's best selling

athletic shoe of all time. Reebok's performance aerobic shoes have progressed through

several generations.

In the midst of surging sales in 1985, Reebok completed its initial public offering (stock

symbol is NYSE: RBK). In the late 1980s, Reebok began an aggressive expansion into

overseas markets. Its products are now available in more than 170 countries and are sold

through a network of independent and Reebok-owned distributors.

Creating innovative products that generate excitement in the marketplace has been a central

corporate strategy ever since Reebok introduced the Freestyle shoe. In the late 1980s, a

particular fertile period began with The Pump® technology and continues today, with

breakthrough concepts and technologies for a host of sports and fitness activities.

Step Reebok

In 1986 in Atlanta, Georgia, a fitness professional named Gin Miller suffered a knee injury and

began stepping on her back step in an effort to rehabilitate her knee. So was the beginning of

step training - soon to become Step Reebok.

Reebok launched Step Reebok nationally in 1989 after conducting comprehensive scientific

and biomechanical research that showed step aerobics was a highly credible and effective

format for cardiovascular exercise. As a totally revolutionary and highly effective workout

program, Step Reebok was successful in breathing new life into health clubs around the

country. In its first ten years, Step Reebok became an international fitness phenomenon as

millions of people in 16 countries used the program to stay in shape.

1990-2000

Marquee Athletes and Core Training

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In 1992, Reebok began a transition from a company identified principally with fitness and

exercise to one equally involved in sports. It created a host of new footwear and apparel

products for football, baseball, soccer, track and field and other sports. It signed numerous

professional athletes, teams and federations to sponsorship contracts.

Signing Pro Athletes

In the late 1990s, Reebok made a strategic commitment to align its brand with a select few of

the worlds most talented, exciting and cutting-edge athletes. For several years now, the

company has focused on those athletes who represent the top echelon of sports and fitness,

among them Allen Iverson and Venus Williams.

Allen Iverson - When Reebok studied the deep and talented roster of prospective National

Basketball Association draft selections in 1996, guard Allen Iverson was clearly the person it

believed would generate the greatest excitement on the court and in the marketplace. After

five successful years as on and off-court partners, Reebok and the NBA's MVP in 2000

signed a lifetime contract in November 2001. The deal guarantees Iverson remains a Reebok

endorsed athlete throughout this professional career.

Core Training

In 2000, Reebok again revolutionized how people exercise and train with its global

introduction of Reebok Core Training and the Reebok Core Board. Widely used today by

professional athletes, conditioned exercisers and beginners alike, this innovative workout is a

dynamic strength and conditioning program that focuses on developing total body power by

emphasizing the abs, torso and "core" muscles. The training program is based on athletic

and physical therapy training principles, representing a significant shift in how to approach

exercise and training by focusing on "quality" (not "quantity") of movement.

Central to the program is the Reebok Core Board, the first-ever exercise board offering three

dimensional action that tilts, twists, torques and recoils with the body's movements. The

board is adjustable, so as users build strength, they can change the board's resistance to

create more versatile workouts. When used together, Reebok Core Training and the Reebok

Core Board provide a highly effective, strength training workout that conditions the user for

daily living, whether that is in sports, exercise classes or playing with children.

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2000 -

New Leagues, New Looks

NFL

In December 2000, Reebok and the National Football League announced the formation of an

exclusive partnership that serves as a foundation of the NFL's restructured consumer

products business. The NFL granted a 10-year exclusive license to Reebok beginning in the

2002 NFL season to manufacture market and sell NFL licensed merchandise for all 32 NFL

teams.

The license includes on-field uniforms, sideline apparel, practice apparel, footwear and an

NFL-branded apparel line. The agreement also gives Reebok exclusive rights to develop a

new line of NFL fitness equipment. Reebok has created new market segmentations that

include several new product categories, such as Equipment and Classics.

NBA

In August 2001, Reebok formed a 10-year strategic partnership with the National Basketball

Association under which Reebok will design, manufacture, sell and market licensed

merchandise for the NBA, the Women's National Basketball Association (WNBA) and the

National Basketball Development League (NBDL), the NBA's fledgling minor league.

Beginning in the 2004-05 seasons, Reebok will have the exclusive rights to supply and

market all on-court apparel, including uniforms, shooting shirts, warm-ups, authentic and

replica jerseys and practice gear for all NBA, WNBA and NBDL teams. Reebok will also have

exclusive rights, with limited exceptions, to design, manufacture, market and sell headwear,

T-shirts, fleece and other apparel products for all teams in most channels of distributions.

Reebok will also develop market and sell an exclusive line of NBA-branded basketball shoes

and expand their line of Reebok Classic fashion products to incorporate NBA-branded

apparel. Prior to league exclusivity in 2004, there was a transition period in the 2001-02

seasons during which Reebok was on-court with 11 NBA teams and all WNBA and NBDL

teams. The agreement expands to include 19 NBA teams in the 2002-03 seasons. Also in

the 2002-03 seasons, Reebok will have the exclusive rights to design, manufacture, market

and sell replica jerseys for all NBA, WNBA and NBDL teams.

IRL

In February 2002, Reebok and the Indy Racing League (IRL) formed a multi-year partnership

naming Reebok the official outfitter of the IRL. As part of the agreement, Reebok will provide

custom-designed, co-branded Reebok-Indy Racing League apparel to IRL officials and

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selected teams. The Reebok brand also will receive exposure through logos on race cars,

team uniforms, transporters and other IRL promotional programs included in the promotional

rights agreement.

Reebok-Indy Racing League co-branded merchandise will be sold at all 15 Indy Racing

League events in 2002, including the Indianapolis 500, and also at all other events at the

Indianapolis Motor Speedway. Authentic co-branded Reebok-Indy Racing League

merchandise will be available at all IRL events, via online, mail-order catalog and through

select retail outlets.

The Indy Racing League is America's premier open-wheel, oval-track auto racing series, with

headquarters in Indianapolis. It was founded in 1994 based on the rich traditions of the

Indianapolis 500, with its first race in 1996. The league has a 15-race schedule in 2002, with

events in major markets from coast to coast.

Rbk

In February 2002, Reebok launched Rbk - a collection of street-inspired footwear and apparel

hook-ups designed for the young man and woman who demand and expect the style of their

gear to reflect the attitude of their lives - cool and edgy, authentic and inspirational. As Rbk is

inspired by today's street fashion, its marketing needed to be culturally relevant as well.

A new global marketing campaign, called the "Sounds & Rhythm of Sport," was launched in

January 2002, and it energized the industry by blitzing the market with Rbk product launches,

television and print ads, consumer and retail promotions, and celebrity events.

The "Sounds & Rhythm of Sport" consumer and retail promotions include the Reebok/Inters

cope Records Present The Source Unsigned Hype Freestyle promotion, the EBC

(Entertainers Basketball Classic) at Rucker Park, and the Reebok All Access Pass on

NBA.com. Reebok also formed partnerships to preview the Rbk Collection in more than

1,000 music stores around the United States in advance of retail availability at more than

2,500 authorized Rbk dealerships.

The "Sounds & Rhythm of Sport" global marketing campaign features Reebok's NBA, NFL

and tennis athletes paired with many of the music industry's edgiest hip-hop and rap artists.

The television spots showcase the moves and motion of the athletes, who are energized by

the rhythm of the artist's music.

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Company Profile

Reebok International feels comfortable stepping out onto any surface. It has long been at

home in sporting arenas and is the #2 US makers of athletic shoes, behind Nike. In addition

to Reebok sportswear and accessories, Reebok sports the Greg Norman line of men's casual

wear, as well as Rockport and Reebok shoes. It runs more than 220 retail stores. Reebok

sponsors some sports stars, but the firm is taking strides to become more fashionable. In

2005 Reebok sold its Ralph Lauren Footwear unit to Ralph Lauren for about $110 million.

adidas, in 2006, acquired Reebok for about $3.8 billion. Paul Harrington then succeeded Paul

Fireman (who, with his wife, owned nearly 19% of the firm) as head of Reebok

Reebok is the world's third-largest maker of sneakers, athletic shoes and sports apparel.

Goods are sold under the brands Reebok, Rockport and Greg Norman Collection. Reebok is

also the official outfitter of the NFL and has an exclusive deal to supply NBA jerseys

beginning this season.

Reebok announced in July it will merge with German sporting apparel company adidas-

Salomon in a deal valued at $3.8 billion. The merger is expected to be completed by the first

half of 2006 and will create the second-largest sporting goods company behind Nike with $11

billion in revenues.

Adidas will maintain its corporate headquarters in Germany and its North American

headquarters in Portland, OR. Paul Fireman will remain as Chief Executive Officer of Reebok

International Ltd. and will continue to lead the Reebok team. Reebok will continue to operate

under its name and will retain its headquarters in Canton, MA.

In fiscal 2004, Reebok had net income of $192.4 million and sales of $3.7 billion

Reebok International feels comfortable stepping out onto any surface. It has long been at

home in sporting arenas and is the #2 US makers of athletic shoes, behind Nike. In addition

to Reebok sportswear and accessories, Reebok sports the Greg Norman line of men's casual

wear, as well as Rockport and Reeboks shoes. It runs more than 220 retail stores. Reebok

still sponsors some sports stars, but the firm is taking strides to become more fashionable.

18

19

FINDING AND ANALYSIS

Demography of respondents

Demographic Profile

36%

38%

6%

20%

students professionals businessmen others

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.

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Consumer’s income level and spending capacity on shoes

spending power0

107

00

0

11

5

21

0

0

12

0

0

4

4

0

1

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Less then Rs.1000

Rs. 1000-3000

Rs. 3000-6000

More then Rs. 6000

None

spen

din

g l

imit

no: of people

student

professional

businessmen

others

others 0 4 4 0 1

businessmen 0 0 1 2 0

professional 0 11 5 2 1

student 0 10 7 0 0

Less then Rs.1000

Rs. 1000-3000 Rs. 3000-6000 More then Rs.

6000 None

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.

21

63

38

3

a.occasions b.festivals c.anytime d.travel/vacations

SHOPPING SEASON

Series1

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.

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0

2

4

6

8

10

12

14

16

18

BRAND RECOLLECTION

Series1 17 11 0 2 17 3

a. Adidas b. Nike c. Caterpillar d. Fila e. Reebok f. Others

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.

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Consumer Parameters

20%

16%

48%

4%12%

a. Style

b. Brand Name

c. Comfort

d. Price

e. Durability

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.

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OTHERS

20%

10%

30%

10%

30%

STYLE PRICE COMFORTBRAND DURABILITY

Reebok

30%

10%

30%

20%

10%

STYLE PRICE COMFORT BRAND DURABILITY

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(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 REEBOK and OTHER’S following was observed:

OTHERS REEBOKa. 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 REEBOK 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.

INFLUENCING FACTOR

6%14%

8%

12%60%

a. Family b. Friends

c. Brand Ambassadors d. Peers/Colleagues

e. Personal Choice

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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.

BOUGHT REEBOK?

76%

24%

Yes No

No of people buying 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.

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SATISFACTION

28%

30%

22%

4%

16%

a. Very Satisfied b. Satisfactory c. Ok d. Poor e. not applied

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.

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RECOMMENDATIONS

On analyzing the feed back from customers we as group would recommend following things:

• The demographics show that the major customer base of Reebok is limited to

Professionals and Students. So our recommendation would be to promote their

product for the masses as a whole. Like the advertisement which shows 50 CENTS,

influences a college student but it has less effect on a business man. So to add

business man and others to there existing consumer base they can advertise

showing a business tycoon using Reebok shoes in his/her leisure time or any other

promotional activity.

• As we know India is a land of diversities and we have ‘n’ numbers of festivals in a

year, as from the data it is been proved that people buy shoes anytime in a year; so

what Reebok can do is promote their product relating to any of the Indian festival.

This would have emotional factor attached to it and would help in making customers

buy the product.

• The data shows that consumers are not really concerned about price and durability.

So what they must do is stress more on styling and comfort, which is expected on a

higher level out of Reebok. Consumers say that they are not satisfied with the comfort

level of the shoes.

• On analyzing some sports personality we came to know that they are not happy with

the sports shoes, because they require some special characteristics in sports shoes.

They say the area disposition of the shoes should be more, which in turn give higher

grip. This is not provided by any of the brands in the market. So they can bank on this

opportunity. We know the sportsmen market in India is on a lower end, so we

recommend that they can give customized option to the sports person through

internet where consumer can give required specifications and get there product.

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SAMPLE QUESTIONNAIRE

Name: ____________________

Age: _____

Sex: M F

Profession: _________________

Phone: _________________

1) Income level: (Per year)

a. Below Rs. 50000

b. Rs. 50000-100000

c. Rs. 100000-300000

d. Rs. 300000-500000

e. More then Rs. 500000

2) How much do you spend on footwear in a year?

a. Less then Rs.1000

b. Rs. 1000-3000

c. Rs. 3000-6000

d. More then Rs. 6000

e. None

3) When you think of sports shoes, which of the following brands comes

to your minds first.

a. Adidas

b. Nike

c. Caterpillar

d. Fila

e. Reebok

f. Others

4) Have you ever bought Reebok shoes?

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Yes No

5) If no then which other brand? _______________________

6) How many pairs of shoes do you have?

a. 1

b. 1-3

c. 3-5

d. More then 5

7) How many of them are sports shoes? _________________

8) How long have you been using it?

a. 2 months

b. 4 months

c. 6 months

d. Year

9) Which of the following you consider most while purchasing footwear?

a. Style

b. Brand Name

c. Comfort

d. Price

e. Durability

10) Which of the following influences the most to your buying procedure?

a. Family

b. Friends

c. Brand Ambassadors

d. Peers/Colleagues

e. Personal Choice

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11) Kindly give in terms of % (weight age) the qualities you look for in a

sport shoes

OTHERS REEBOK

a. Style ________ ________

b. Price ________ ________

c. Comfort ________ ________

d. Brand ________ ________

e. Durability ________ ________

12) What time of the year do you do your shoes-shopping?

a. Occasions

b. Festivals

c. Anytime

d. Travel/Vacations

13) Your experience with Reebok shoes…

a. Very Satisfied

b. Satisfactory

c. Ok

d. Poor

e. Very Poor

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RESPONDENTS LIST

Respondents’

Name Profession

Age GenderAntriksh Student 12 MShreesh Saxena College student 19 MAditya Agarwal Medical student 19 MPriya Job 20 FAbhijeet Engineer 20 MSandeep Model 20 MShashank Gupta Student 20 MVidhi Student 21 FSandeep Kumar Student 21 MVarun Student 21 MPankaj Redhu Working Executive 21 MNikhil Service 21 MPuneet Chopra Sales Manager(Reebok) 21 MMitesh Student 21 MManoj Software Engineer 22 MSandeep Singh Executive engineer 22 MVijender software Engineer 22 MRaghav Bhatia Database Administrator 22 MAnshul Student 22 MLopa Working Executive 23 FSaurabh Sharda Student 23 MRajinder Kumar Student 23 MSamarth Student 23 MSanchit Student 23 MGaurav Mittal Software Engineer 23 MHarish Student 23 MAbhinav Student 23 MShruti Designer 24 FYamuna Corporate 24 FRachita Private 24 FDeepanshi Designer 25 FGur Simran Singh Executive 25 FHoney Student 25 FManoj Vollala Engineer 25 MIrfan Corporate Trainer 25 MSanket kapoor Student 25 M

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S.K.Jindal Business 25 MKunal Service 25 MVineet Arora Senior Trainer 26 MJoginder Singh Software Engineer 26 MPavel Somvat Engineer 26 MGagan Business 26 M

Suraj Sharma

Admin(E-fund

entertainment Mumbai) 27 MVikram Singh Business 27 MAvneesh Sharma Professional 27 MRavi Inder Singh Software analyst 28 MDeepak Agarwal Retired 35 MDr. Rohit Medical 43 MK.L.Patil Service 52 M

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BIBLIOGRAPHY

Primary Sources:

1. Consumer Survey

SECONDARY SOURCES

1. WEBSITE:

www.tandberg.net

www.adic.com

www.reebok.com

www.rbk.com

2. REFERENCE LIST:

• Kotler Philip” …………Marketing management (11 edition)

• “Chabra T.N”…………..Marketing Management (4 edition)

• “Gupta S.P “and “Gupta M.P” …Business statistics (5

edition).

• “R. Kumar”……………Research methodology (2 edition)

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