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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
RCET , BHILAI 1
“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
1. What Is PERCEPTION?
Perception is a process by which individuals organize and interpret their
sensory impressions in order to give meaning to their environment. However, what
one perceives can be substantially different from objective reality. It need not be, but
there is often disagreement. For example, it’s possible that all employees in a firm
may view it as a great place to work- favorable working conditions, interesting job
assignments, good pay, an understanding and responsible management – but , as
most of us know, it’s very unusual to find such agreement.
FACTORS THAT INFLUENCE PERCEPTION:
A number of factors operate to shape & sometimes distort perception. These
factors can reside in the perceiver, in the object or target being perceived, or in the
context of the situation on which the perception is made.
a) Factors in the perceiver –
Attitudes
Motives
Interests
Experience
Expectations
b) Factors in the situation –
Time
Work setting
Social setting
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
c) Factors in the target –
Novelty
Motion
Sounds
Size
Background
Proximity
Similarity
2. CUSTOMER BEHAVIOUR
Behavior is a mirror in which everyone shows his or her image.
Behavior is a process of responding to stimuli. Consumer behavior is to do with the
activities of individuals in obtaining and using the goods and services. It
encompasses the decision making process that precedes and determines purchases. In
the words Prof. C.G. Walter and Prof. G.W. Paul it is “ The process whereby
individuals decide whether, what, when, where, how and from whom to purchase
goods and services”.
Consumer or Customer behavior is all the psychological, social and physical
behavior of potential customers as they become aware of evaluate, purchase, consume
and tell others the products or services.
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
3. FACTORS INFLUENCING CONSUMER BEHAVIOUR
3.1. Social and Cultural Influences
Culture is learned behavior that has been passed down over time, reinforced in
our daily lives through the family unit and through education and religious institutions.
Culture influences, therefore, are powerful ones and if the company does not
understands the culture in which the particular market operates it cannot hope to
develop products and market them successfully.
It is important to recognize that culture although immensely powerful is not
fixed forever. Change in culture tends to be slow and not fully assimilated until a
generation or more has passed.
3.2 Specific social influences
3.2.1 Social class
This is the most prominent social influence. Traditionally, one of the chief
determinants of social class was income. Since pay structures have altered a great deal
in terms of the lower C2, D, and E categories moving more towards levels previously
enjoyed by higher A, B and C1 categories over the past 30 years or so, classification
of consumers on the basis of lifestyle is becoming more meaning today.
3.2.1 Reference groups
This can be described as group of people whose standards of conducts of mould an
individual’s dispositions, beliefs and values. This group can be small or large.
Reference groups can range from the immediate family to the place of work. They can
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
also be found in a person’s social life. An individual is unlikely to deviate too far
from the behavioral norms led down by the members of a club or hobby group.
Reference group, but it does state that individualism cannot exist within a group, but it
does suggest that even rigid independent thinkers will at least be aware of what is
considered ‘normal’ within a group.
3.2.3. Motivation
Marketers are interested in motivation when it relates to purchasing behaviour.
This behaviour relates to the motive for wishing to posses the goods or services in
question, and it has been termed ‘goal-related behaviour’. It can, therefore, be seen
that a number of motives might be at play when making a purchaser decision – some
motives stronger than others – and the final decision might be a compromise solution.
4. CUSTOMER SATISFACTION
The liberalization and globalization of Indian economy has taken place almost
a decade ago, the focus point in any organization is “Customer satisfaction”. The phase
such as “Customer is king in our business”, “service to customer is service to god” are
no more a myth but turned out to be a reality. Customer satisfaction is the base of any
business expansion because of the stiff competition prevalent in the market.
Whether the buyer is satisfied after the purchase depends on the offer’s
performance in relation to the buyer’s expectation. In general; satisfaction is a person’s
feeling of pleasure or disappointment resulting from comparing a product’s perceived
performance ( or outcome) in relation to his or her expectation.
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
As this definition makes clear, satisfaction is a function of perceived
performance and expectation. If the performance falls short of expectations, the
customer is dissatisfied. If the performance matches the expectations the customer is
satisfied.
4.1 Perception
Unlike motivation that requires a reaction to a stimulus, perception relates to
the meaning that is assigned to that stimulus as marketers are interested in how buyers
perceive and react to products in relation to such matters as quality, aesthetics, price
and image, since products not only exist in partial terms but also how they are
perceived by consumers in relation need satisfaction. This perception by buyers is
affected by the nature of the product itself, by the circumstances of the individual
buyer and by the buyer’s innate situation in terms of how ready they are to make the
purchase in terms of needing it at a particular point of time.
4.2 Attitude
Our strongest basic attitudes are implanted in our formative years and these
come largely from the influence of our close family group and other social interaction.
More refined attitude develops later. In marketing terms, the sum total of our attitudes
can be regarded as a set of cognitions that a potential buyer has in relation to a
potential purchase or purchasing environment. This is why certain stores or
companies go out of their way to engender favorable attitude and it is why
manufacturer seek to induce loyalty towards their particular brand or product.
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
4.3 Learning
In the context of marketing, learning is a result of information received
through advertising or other publicity or through some reference group or other. In
order to have an effect on motives or attitudes, marketing effort should associate the
product with positive drives and reinforcing messages.
5 LITERATURE RIVIEW
Supplier information, according to the Reebok website as of May 2007:
"Footwear Reebok uses footwear factories in 14 countries. Most factories making
Reebok footwear are based in Asia—primarily China (accounting for 51% of total
footwear production), Indonesia (21%), Vietnam (17%) and Thailand (7%). Production is
consolidated, with 88% of Reebok footwear manufactured in 11 factories, employing
over 75,000 workers."
"Apparel Reebok has factories in 45 countries. The process of purchasing products from
suppliers is organized by region. Most (52%) of Reebok's apparel sold in the US is
produced in Asia, with the rest coming from countries in the Caribbean, North America,
Africa and the Middle East. Apparel sold in Europe is typically sourced from Asia and
Europe. Apparel sold in the Asia Pacific region is typically produced by Asian-based
manufacturers.
RCET , BHILAI 7
“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
MouthShut Product Rating
Recommended by 52% members
Durability:
Comfort:
Shoe Weight:
Range:
(Reviews are sorted as per Date)
Reebok Reviews
Product Rating Review DateReviewRating
Product Rating:
Durability:
Comfort:
Shoe Weight:
Range:
Member's Recommendation: No
Reebok work shoes By: dabumrush | Oct 04, 2008 07:48 PM
I bought 2 pairs of reebok black ws work shoes from a reebok outlet 8 months ago. I am a ups driver and do lots of walking. First of all the shoes are comfortable but thats it. After 3 weeks the bottom... Read complete review | Read 791 times | Comments (0)
Not Rated
Product Rating:
Durability:
Comfort:
Shoe Weight:
Range:
Member's Recommendation: No
reebok : UnKnowledgeable Sales Persons By: srikanth131 | Aug 12, 2008 04:17 PM
I have been Buying Rebook apparels for some time now, However I had never got a Reebok Shoe Till Date. I went to a Reebok Showroom in Kormangala (Asha Complex , HGRetail) and there was... Read complete review | Read 802 times | Comments (0)
Somewhat Useful
Product Rating: Rbk experience (a positive one) By: livewireonfire | Jun 25, 2008 06:21 PM
Very
RCET , BHILAI 8
“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
Durability:
Comfort:
Shoe Weight:
Range:
Member's Recommendation: Yes
A Prologue----------------I read few comments here regarding Rbk shoes, and most had to say bad things about them only. But I am using a pair of Reebok jogging shoes for the last 9-10 months without... Read complete review | Read 1353 times | Comments (3)
Useful
Product Rating:
Durability:
Comfort:
Shoe Weight:
Range:
Member's Recommendation: No
just brand no quality . bad coustomer care . By: nmachine87 | Jan 10, 2008 09:10 AM
i bought a pair of reebok shoes worth 3500 inr feeling that thety will last for years . but to my shock the sole started coming off in a month. i took then to show room where they took 20 days to get it... Read complete review | Read 525 times | Comments (1)
Useful
Product Rating:
Durability:
Comfort:
Shoe Weight:
Range:
Defective shoes of Reebok and non responsive condu By: maninderjit | Aug 08, 2007 03:18 PM
I had purchased Reebok brand shoes from authorized shop of the company in Delhi on 06.04.2007. I found that stitch thread around eye hold was coming loose. On pointing this out the company through... Read complete review | Read 954 times | Comments (1)
Useful
RCET , BHILAI 9
“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
6 OBJECTIVE OF THE STUDY
To find out the awareness regarding Reebok shoes.
To find out the most important source through which customers came to know about
Reebok shoes.
To find out the factors influencing the purchase of Reebok shoes.
To find out the factors influencing the purchase of branded shoes.
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
RCET , BHILAI 11
“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
Research Methodology
Methodology is the way to systematically solve the research problem. Research methodology
just dose not deals with research methods but also consider the logic behind the methods. It
may be understood as a science of studying how research is done scientifically and
systematically. In studying research problem along with the logic behind them it is necessary
for the researcher to know the research methods, techniques. He must also clearly understand
the producer would apply to the problem given to him. All this means that it is necessary for
the researcher to design methodology from problem to problem.
Research methodology may be summarized in the following steps –
1. Defining the research objective.
2. Preparing the research design.
3. Implementation of the research design.
1. Research design
A complete enumeration of the items in the population is known as census enquiry. It can be
presumed that in such as enquiry when all items are covered, no elements of change are left
and highest accuracy is obtained. However this type of inquiry involves a great deal of time,
money and energy.
In sample survey we select only few items from the total population. Results are sufficiency
accurate and much lesser time; energy and money is spending in field studies. Hence, it was
decided to opt for sample survey.
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
2. Data collection
There are two types of data collection
2.1 Primary data collection –
Questionnaire had been prepared to get the response of the people as per guided
by the organizational guide. To provide the best end results without any kind of
biasness, which can give a brief idea about sampling and would be beneficial for
making inferences for tabulations and calculations with research instruments? I made
a survey through questionnaire as prepared by me.
2.2 Secondary data collection –
Secondary data collected by authorized dealer, magazine, internet, pamphlets, etc.
3. Sampling plan
Sampling plan consists of sampling unit, sampling size and sampling procedure
therefore it is necessary to find out sampling plan if population is 100.
Sample Plan Consists of:
Sample Plan
Sampling Design : Simple Random Design
Sample Size : 100
Sample Location : Bhilai
Descriptive Research design.
TOOLS AND TECHNIQUE OF DATA COLLECTIONRCET , BHILAI 13
“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
Data is collected by the help of questionnaire. It was collected in all the hours of the day.
And for the analysis the data “PERCENTAGE METHOD” has been used.
4. Limitation
The marketing researcher has to face certain difficulties while he carries out the
research work. He knows the limitation beforehand, uncontrollable and others are
controllable. Some important limitations, which are faced by researchers as follows:
4.1 Sample size: Due to vast area the consumers sample size restricted to 100 only.
4.2 Limitation of response: The response given to the researchers were not always
accurate since satisfaction is qualitative indicator the respondents regarding their
understanding of satisfaction
4.3 Limitation of bias: Generally respondents are based to the question raised, thus
the result of research will have error and the very purpose of marketing research is
lost. Therefore took utmost care while dealing with respondents.
4.4 Limitation of human behavior: Marketing researches studies the behavior who
are rational. Very often, they do not express their feeling correctly what they
think. In such cases their habitual, practice, preferences cannot be assessed
correctly.
RCET , BHILAI 14
“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
Headquarters: 1895 JW Foster Blvd. Canton, MA 02021 781 401-5000
Employees: 9,100
CEO: Paul Fireman
Subsidiary of Adidas
Website: http://www.reebok.com
Career Page
Reebok is a leading worldwide designer, marketer and distributor of sports, fitness and casual
footwear, apparel and equipment.
A subsidiary of Germany's Adidas Group, the company operates under the Reebok, CCM,
Jofa, and Koho brands.
Reebok was acquired by German athletic apparel company Adidas in 2006 for $3.8 billion.
History
Reebok's origins go back to 1895 when Joseph William Foster made running shoes with
spikes in them. He formed a company called J.W. Foster and Sons which made shoes for top
runners. The family-owned business made the shoes for athletes in the 1924 Summer
Olympics.
In 1958, two of the founder's grandsons started a companion company that came to be known
as Reebok, named for an African gazelle.
RCET , BHILAI 16
“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
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.
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 women into sports
and exercise and the acceptance of well-designed athletic footwear by adults for street and
casual wear.
Reebok went public in 1985.
Reebok acquired the Hockey Company, a maker of hockey equipment and clothing, in 2004.
1890-1930's
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
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
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's
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
women into sports and exercise and the acceptance of well-designed athletic footwear by
adults for street and casual wear. Explosive growth followed, which Reebok fueled with new
product categories, making Reebok an industry leader.
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
In the midst of surging sales in 1985, Reebok completed its initial public offering (stock
symbol is NYSE: RBK). A year later, Reebok made its first strategic acquisition, The
Rockport Company. Rockport was a pioneer in using advanced materials and technologies in
traditional shoes and the first company to engineer walking comfort in all types of dress and
casual shoes. In the late 1980s, Reebok began an aggressive expansion into overseas markets
and Reebok 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. In the late 1980s, a
particularly productive period began with The Pump® technology and continues today, with
breakthrough concepts and technologies for numerous sports and fitness activities.
1990's
In 1992, Reebok began a transition from a company identified principally with fitness and
exercise to one equally involved in sports by creating several new footwear and apparel
products for football, baseball, soccer, track and field and other sports. That same year,
Reebok began its partnership with golfer Greg Norman, resulting in the creation of The Greg
Norman Collection.
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
In the late 1990s, Reebok made a strategic commitment to align its brand with a select few of
the world’s most talented, exciting and cutting-edge athletes. Since then, the company has
focused on those athletes who represent the top echelon of sports and fitness.
2000
In 2000, Reebok and the National Football League announced an exclusive partnership that
serves as a foundation of the NFL’s consumer products business. The NFL granted a long-
term 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 and an NFL-branded footwear and apparel
collection.
2001
In 2001, Reebok formed a long-term strategic partnership with the National
Basketball Association under which Reebok designs, manufactures, sells and markets
licensed merchandise for the NBA, the Women’s National Basketball Association (WNBA)
and the National Basketball Development League (NBDL), the NBA’s minor league. Reebok
secured 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 also had exclusive rights, with limited exceptions, to
design, manufacture, market and sell headwear, T-shirts, fleece and other apparel products for
RCET , BHILAI 20
“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
all teams in most channels of distributions. In 2006, Reebok transferred the NBA rights to the
adidas Brand.
2002
In 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 aspirational. Inspired by
street fashion, Rbk’s marketing is culturally relevant as well. With many of the industry’s
most marketable and valuable sports assets on its roster, Reebok rolled-out an integrated
marketing campaign that fused together sports, music, technology and entertainment, and was
designed to connect the Reebok Brand to millions of new consumers around the world. The
global marketing campaign was launched in early 2002 and featured select Reebok athletes
paired with some of the music industry’s most successful hip-hop and rap artists. Reebok
tapped into something the industry had not yet seen, and became a pioneer in the fusion of
sports, music and technology.
2003
2003 was a landmark year for Rbk. Reebok formed an unprecedented partnership with rap
musician Jay-Z, which included the design and marketing of the "S. Carter Collection by
Rbk," which launched in April. With the partnership, Jay-Z became the first non-athlete to
have a signature athletic footwear collection. The launch of Jay Z’s first shoe was extremely
successful around the world. Later that year, Reebok teamed up with another superstar of the
rap world, 50 Cent. The result was the equally successful “G Unit Collection by Rbk.”
RCET , BHILAI 21
“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
2004
In 2004, Reebok became the world’s leading producer of hockey apparel and equipment with
its acquisition of The Hockey Company. The Hockey Company’s brands, CCM, Koho and
Jofa, are among the most respected in the sport.
Reebok has a long-term licensing agreement with the National Hockey League, under which
the company serves as the supplier of authentic “on-ice” game jerseys to all 30 NHL teams. It
also has the exclusive worldwide rights to manufacture and market authentic, replica and
practice jerseys using the names and logos of the NHL and its teams. Reebok also has
exclusive agreements with the Canadian Hockey League, the American Hockey League and
the East Coast Hockey League.
2005
In early 2005, Reebok launched Rbk Hockey, a new and innovative line of ultra-high
performance hockey equipment, sticks and skates and signed hockey phenom Sidney Crosby,
who has lived up to his billing as the league’s next great player. In two short years, Rbk
Hockey has become one of the most visible and in-demand hockey brands on the market.
In 2005, Reebok launched its largest global integrated marketing and advertising campaign in
nearly a decade. "I Am What I Am" is a multi-faceted campaign which links all of the brand's
marketing and advertising efforts under the "I Am What I Am" umbrella. The campaign
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
encourages young people to embrace their own individuality by celebrating their
contemporary heroes. Celebrities featured in the campaign include music icons Jay-Z, Daddy
Yankee and 50 Cent; top athletes Allen Iverson, Donovan McNabb, Curt Schilling, Kelly
Holmes, Iker Casillas and Yao Ming; screen stars Lucy Liu, John Leguizamo and Christina
Ricci; and skateboarder Stevie Williams.
2006
In January 2006, adidas-Salomon AG acquired Reebok, forever altering the worldwide
sporting goods industry landscape. Shortly after the close of the acquisition, Reebok
Chairman and CEO Paul Fireman announced he was leaving the company to pursue other
interests, and Paul Harrington was named President and CEO of the Reebok brand. Today,
the adidas Group, which includes the adidas, Reebok, TaylorMade-adidas Golf and Rockport
brands is a global leader in the sporting goods industry and offers a broad portfolio of
products. Products from the adidas Group are available in virtually every country of the
world. Activities of the company and its more than 80 subsidiaries are directed from the
Group's headquarters in Herzogenaurach, Germany.
2007-2008
Reebok launched Run Easy, one of the most comprehensive running campaigns in the
brand’s history. The goal of the campaign was to inspire consumers around the world to
fulfill their potential and celebrate their individuality. The message of the campaign was that
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
while many other brands speak about the "blood, sweat and tears" of running, Reebok
celebrated the camaraderie, joy and fun of running – Run Easy
In addition, Reebok's partnership with the National Hockey League took center stage
with the unveiling the Rbk Edge Uniform System, a complete, team-wide redesign and re-
engineering of the NHL uniform, and the opening of the NHL Powered by Rbk retail store in
New York City.
Reebok also launched its "There are Two People in Everyone" marketing campaign for the
second half of 2007 in select regions. The global marketing campaign highlights Reebok’s
unique brand point of view of celebrating the individual’s balance between sport and life. The
campaign, featuring international sport stars such as Allen Iverson, Yao Ming, MS Dohni and
Nicole Vaidisova, declared that there is more to an athlete than his or her sport.
Recent news
In August 2005, one of the company's largest rivals, Adidas, announced that it would acquire
Reebok for $3.8 billion. The deal was completed in January 2006.
On March 23, 2006, Reebok recalled 300,000 charm bracelets that contained extremely high
levels of lead. The bracelet has a heart pendant at the end that is printed with the name
"Reebok." It allegedly caused the lead poisoning death of a 4-year-old child who swallowed
it. [5]
In October 2006 Reebok launches its first blog, I am what I am in Spanish.
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
In November 2006, the National Basketball Association and Women's National Basketball
Association switched from Reebok to Adidas branding on authentic and replica jerseys
because that brand is better known outside North America and the UK.
In late 2006, a court case began between Liverpool FC, the winners of the 2005 UEFA
Champions League while wearing Reebok's kit, and Reebok. Reebok claimed that Liverpool
cost them £7m because of a delay in confirming the renewal of the Carlsberg sponsorship
deal, which meant a delay in releasing the away shirt for 2005/06 (the last that Reebok would
make for them) [6] The kit that was eventually released was very similar to the away kit for
2003/04, and this is more likely the cause of any loss of revenue, as the kit was still released
in adequate time for the new season. Liverpool subsequently switched to Adidas for their
official kit following Adidas' acquisition of Reebok.
For the 2007/08 season, the National Hockey League introduced a new uniform system
league-wide, designed and manufactured by Reebok and called Reebok Edge. The new
uniforms include new fabrics which are said to repel water and sweat more effectively. Most
players have avoided comment, but some have commented that the Edge system's improved
water repelling abilities leads to gloves and skates becoming saturated and uncomfortable
during play.
In June 2007, Reebok announced Scarlett Johansson on its array of brand ambassadors.
Johansson promotes the Scarlett 'Hearts' Rbk" collection, a 'fashion-forward, athletic-inspired'
footwear targeted at the Indian market.
In July 2007, Reebok launched its Lifestyle Footwear Collection in association with Daddy
Yankee's new album for those who love to fuse music with fashion. In December 2007,
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
Reebok launched the GOAL Collection of football gear on the sidelines of the release of
Indian football movie Dhan Dhana Dhan Goal.
For the 2008/09 season, Reebok created the Reebok Edge 2 uniform system, which addresses
the problem of saturation for the National Hockey League's players. The League adopted the
jersey and now all teams sport the new style for both their home and away jerseys.
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
1. SEX. RCET , BHILAI 27
“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
1. Age
Age No . of respondent
>19 year 15
20-29 year 70
30-39 year 10
40 year < 5
Age
Interpretation
Majority of the respondent i.e. 20-29 year70%
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
2. Monthly income
Monthly income No. of respondent
>5,000 5
5,001-10,000 20
10.001-15,000 60
Above 15,001 15
Monthly income
Interpretation
Majority of income group is the 10,001-15,000, 60%
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
3. Gender
GENDER NO. OF RESPONDENTS PERCENTAGE
MALE 72 72%
FEMALE 28 28%
graph
Interpretation:-
Majority of the respondent’s i.e., 72% are males.
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
4. MARITAL STATUS
MARITAL STATUS NO. OF RESPONDENTS PERCENTAGE
UNMARRIED 76 76%
MARRIED 24 24%
MARITAL STATUS
Interpretation:-
Majority of the respondent’s i.e., 76% are Unmarried.
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
5. EMPLOYMENT STATUS
EMPLOYMENT STATUS NO. OF RESPONDENTS
PERCENTAGE
STUDENT 45 45%
BUSINESS 11 11%
EMPLOYED 35 35%
UNEMPLOYED 9 9%
EMPLOYMENT STATUS
Interpretation:-
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
Majority of the respondent’s i.e. 45% are Student.
6. NATURE OF FAMILY
NATURE OF FAMILY NO. OF RESPONDENTS PERCENTAGE
NUCLEAR FAMILY 56 56%
JOINT FAMILY 44 44%
NATURE OF FAMILY
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
Interpretation:-
Majority of the respondents i.e., 56% have nuclear family.
7. Awareness of the people about Reebok Shoes.
Awareness
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Awareness No. Of respondents Percentage
Yes 89 89%
No 11 11%
“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
Interpretation:-
Majority of the respondent’s i.e., 89% are aware about Reebok shoes.
8. Sources of information
SOURCES NO. OF RESPONDENT
PERCENTAGE
ADVERTISMENT 20 22 %
COMPANY OUTLET 17 18%
RELATIVE 11 12%
FRIENDS 68 74%
OTHERS 10 11%
01020304050607080
no.of responden
t
advertismentneighbourrelativefriends others
sources
source of information
no. of respondent
percentage
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
Interpretation:-
Majority of the respondents i.e. 74% have acquired the information
Regarding the Reebok shoes is from friends.
9. Influencing Factors
Factors No.Of respondents
Percentage
Quality 52 23%
Durability 15 7%
Price 68 30%
Brand Name 42 18%
Reference opinion 38 15%
Others 15 7%
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
Influencing Factors
22%
7%
29%
18%
17%
7%
Quality
Durability
Price
Brand Name
Referenceopinion
Others
Interpretation:
Price is the main influencing factor followed by quality & brand name.
10. Branded shoes respondent
Response No. of respondents
Yes 85
No 15
Graph
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
Interpretation
Majority respondents have a branded shoes i.g. -85%
11. Purchase shoes
By purchase No. of respondents
By cash 89
By gofts 11
Graph
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
Interpretation
Majority of source of purchasing is the by cash i.g.- 89%
12. Quality of the shoes
Response No. of respondents
Excellent 83
Good 10
Satisfactory 7
poor 0
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
Graph
Interpretation
Majority is the Excellence i.g. – 83%
13. Response to suggest purchase this brand
response No. of respondents
Yes 80
No 20
Graph
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
Interpretation
Majority of response is the Yes 80%
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
1. Finding and conclusion
1. Majority of the customers i.e.(89%) are aware about Reebok shoes.
2. Friends i.e.(74%)is the most important source through which
customers came to know about Reebok shoes.
3. Price i.e.(30%) & quality i.e.(23%)are the factors which influence the
customers to purchase Reebok shoes.
4. Reebok i.e.(76%) is the most preferred brand of sports shoes in Bhilai
city city
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FINDING
AND CONCLUSION
“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
1. SUGGESTIONS AND RECOMMEDATION
There are still efforts are needed to make people aware about Reebok shoes.
Reebok Company must provide after sale service to their customers.
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SUGGESTION
AND RECOMMEDATION
“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
Companies shall introduce or increase the range of their product in respect of price so
that a lower middle class people may also afford to have Reebok shoes.
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
1. BIBLIOGRAPHY
Marketing Management - Philip Kotler
Research Methodology - C.R.Kothari
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BIBLIOGRAPHY
“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
2. WEBLIOGRAPHY
www.kicksneakershoes.com
http://www.mouthshut.com/review/old-recent-reviews.php
http://www.reebok.com
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
Questionnaires
Dear Sir/Madam,
We are conducting a survey entitled ““A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city” which is part of my academic curriculum. I need your help in this study. Kindly provide me your valuable opinion by filling this questionnaire. The information obtained by this questionnaire will be kept strictly confidential and will be used for academic purpose.
Gajendra narsingh MBA-2nd Sem.
1. Age
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ANNEXURE
“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
i. >20 year [ ] ii. 21-29 year [ ]
iii. 30-39 year [ ] iv. 40 year < [ ]
2. Gender
i. Male [ ] ii. Female [ ]
3. Marital Status: ii. Married [ ] ii. Unmarried [ ]
4. Nature of familyi. Nuclear family [ ] ii. Joint family [ ]
5. Educational Qualification: i. HSC [ ] ii. Graduate [ ]
iii.Post Graduate [ ] iv Others (Specify)_____________.
6. Employment Status:i. Employed [ ] ii. Business [ ]iii. Unemployed [ ] IV. Student [ ]
v. other (specify) ………………………………………………………………………………
7. Monthly Income:i. >5,000 [ ] ii. 5,000 – 10,000 [ ]Iii. 10,000 – 15,000 [ ] iv. 15,000 < [ ]
8. Are you aware about Branded shoes?
i. Yes [ ] ii. No [ ]
9. If Yes, What are the brands?
i. Adidas [ ] ii. Reebok [ ]
ii. Nike [ ] iv. Lee Cooper [ ]
v. Others (Specify)___________________
10. What are the sources through which you came to know about Branded Shoes?
i. Advertisement [ ] ii. Company Outlet [ ]
iii. Relatives [ ] iv. Friends [ ]
v. Other (Specify)____________________.
11. Do you have Branded Shoe?
i. Yes [ ] ii. No [ ]
a. If Yes, When did you purchase it?
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
Specify _______________________________________.
b. Which brand of Shoe do you have?
Specify _______________________________________.
12. How did you Purchase the Shoe?
i. By Cash [ ] ii. By Gift [ ]
iii Others (Specify)___________
13. What are the factors that influence you to purchase Branded Shoe?
i. Quality of service [ ] ii.Durability [ ]
iii. Price [ ] iv. Brand Name [ ]
v. Others (Specify)_____________
14. What do you think about the quality of your shoe?
i. Excellent [ ] ii. Good [ ] iii. Satisfactory [ ] IV Poor [ ]
15. Would you suggest others to purchase the brand of Shoe which you have purchased?
i. Yes [ ] ii. No [ ]
16. What features do you think should be added for further improvement in Reebok Shoe? __________________________________________________________________
Place :
Date: (Signature)
Brand ambassador of Reebok shoes
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“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”
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