PROJECT REPORT ON

CONSUMER PREFERENCE BETWEEN SPORTS

SHOES OF ADIDAS & NIKE

Research Project submitted in partial fulfilment of the requirements for

degree of
Masters of Entrepreneurship and Family Business 2017-2019.

SUBMITTED TO: SUBMITTED BY:

Department of Commerce and Management Name : AJIT SINGH

GGDSD College Roll No. : 1813703
Chandigarh. Class : MEFB

1
 CERTIFICATE

This is to certify that the research project entitled CONSUMER PREFERENCE

BETWEEN SPORTS SHOES OF ADIDAS & NIKE is an academic work done by Ajit
Singh submitted in partial fulfilment of the requirements for the degree of Masters Of
Entrepreneurship And Family Business to the Commerce and Management Department of
GGDSD College, Chandigarh, under my guidance and direction. To the best of my
knowledge and belief, the data and information presented by him in the project is his original
work and has not been submitted for the award of any other degree or diploma.

NAME OF THE SUPERVISOR : Ms. Geeta Sharma

SIGNATURE:

DATE:

2
 ACKNOWLEDGEMENT

The research on CONSUMER PREFERENCE BETWEEN SPORTS SHOES OF

ADIDAS & NIKE has been given to me as part of the curriculum in - 2 Years Post graduate
Degree in masters of Entrepreneurship and Family Business (MEFB). I have tried my best to
present this information as clearly as possible using basic terms that I hope will be
comprehended by the widest spectrum of researchers, analysts and students for further
studies.

I have completed this study under the able guidance and supervision of Ms. Geeta Sharma; I
will be failed in my duty if I do not acknowledge the esteemed scholarly guidance, assistance
and knowledge. I have received from them towards fruitful and timely completion of this
work.

Mere acknowledgement may not redeem the debt I owe to my parents for their
direct/indirect support during the entire course of this project.

I am also thankful to my friends who helped me a lot in the completion of this project.

AJIT SINGH

3
 DECLARATION

I hereby declare that the project report entitled CONSUMER PREFERENCE BETWEEN
SPORTS SHOES OF ADIDAS & NIKE submitted for the degree of masters of
Entrepreneurship and Family Business, is my original work and the project report has not
formed the basis for the award of any diploma, degree, associate ship, fellowship or similar
other titles. It has not been submitted to any other university or institution for the award of
any degree or diploma.

Place: Chandigarh Signature: _______________

Date: _______________ (Ajit Singh)

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 TABLE OF CONTENTS

CONTENTS PAGE NUMBER

Introduction 6

Research Objective 7

Research Methodology 8

Scope 9

Limitations 10

Company Profile 11-25

Data Analysis 26-35

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 Conclusion 36

Annexure 37-39

Bibliography 40

INTRODUCTION

This project takes a look in various kinds of Merchandising activities, Market Share of
different sports shoes and various Sales Promotion schemes, which are followed
in the Sports shoes industry. The two major global players i.e. Nike, and Adidas
dominate the sports shoes industry in India. India is one of few battlegrounds in
the world where there is neck-to-neck competition between the two.

In the 1980s, Adidas sneakers became popular amongst teenagers and young men. The
Adidas sneaker was popularized by the Run DMC song "My Adidas" and became a huge
fashion trend. The Tapie affair, the history of the company as presented by its official web site
is incomplete, perhaps because it is indirectly linked to financial scandals. After a period of
serious trouble i.e. the death of Adolf Dassler's son Horst Dassler in 1987, the company was
bought in 1990 by Bernard Tapie, for 1.6 billion French francs ($320 million), which Tapie
borrowed. Tapie was at the time a famous specialist of rescuing bankrupt companies, a
business on which he built his fortune.

6
 Nike is the world's #1 manufacturer and marketer of athletic footwear and apparel. Almost
out of the blue, the company established itself as one of the world's most familiar brands
during the 1980s and 1990s.

As familiar as a Coke bottle or Big Mac, the Nike "swoosh" logo came to symbolize not just
sports culture, but street culture, as the appeal of the star players who endorsed the brand was
carried onto city streets. The approach of the new century set Nike new problems.

Trainers went (briefly) out of fashion, economic slowdown and labor problems hit Asian
performance. But the group bounced back, retaining its iron grip on the sporting apparel
sector and still undisputed leader in sports-oriented street wear.

RESEARCH OBJECTIVE

The objectives of this particular study are:-

 To know the customer preferences of the respondents regarding choices between Nike
and Adidas sport shoes.

 Find out factor influencing the people at the time of purchasing sport shoes.

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 RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Research problems: Consumer’s preference about the different branded sports shoes.

SAMPLING PLAN

Sample Methods - Random Sampling

Sample size - 120

Primary data -Questionnaire

-Interview

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 Source of data: Data required for the study was collected through primary and secondary
sources i.e. Market Survey. and the market area is:

CHANDIGARH.

Data has been collected through questionnaire and interview.

Secondary Data -Books, magazines, newspapers.

 Internet: Information available on the official websites of Adidas and Nike, existing
studies on the consumer preferences regarding branded sport shoes.

Analysis of data: Data has been tabulated and analysed through percentages, pie charts and
bar graphs

SCOPE OF THE STUDY

Age Group of the respondents: 18-25 years.

Since majority of the respondents of the survey conducted for the study are college going
students, they are all teenagers. Such type of respondents have been preferred for sampling as
sports shoes are mostly worn by college going students which are of age 18-25 years.

Income Group: 5-15 Lakh per annum.

As stated above, majority of the respondents are students and do not as such have an income
of their own. So the respondents were asked about their family income.

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 Area studied: Chandigarh.

The area covered to study the consumer preferences regarding sport shoes is the colleges of
Chandigarh. Most of the respondents were the students of GGDSD College, Sector-32 and
DAV College, Sector-10

LIMITATIONS OF THE STUDY

My study has the following limitations-

 A survey should involve a larger sample size, in my survey the sample size was
limited,therefore the findings of the survey can not be generalized.

 Many of the respondents were not willing to fill the questionnaire.

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 COMPANY PROFILE

INTRODUCTION

11
Adidas AG is a multinational corporation, founded and headquartered
in Herzogenaurach, Germany, that designs and manufactures shoes, clothing and accessories.
It is the largest sportswear manufacturer in Europe, and the second largest in the world,
after Nike. It is the holding company for the Adidas Group, which consists of
the Reebok sportswear, TaylorMade golf company (including Ashworth), Runtastic, an
Austrian fitness technology company and 8.33% of German football club Bayern Munich.
Adidas' revenue for 2016 was listed at €19.29 billion.

In 2003, Adidas filed a lawsuit in British court challenging Fitness World Tracing’s use of a
two-stripe motif similar to Adidas's three stripes. The court ruled that despite the simplicity of
the mark, Fitness World's use was infringing because the public could establish a link
between that use and Adidas's mark.

In 2005, Adidas introduced the Adidas 1, the first ever production shoe to utilize a
microprocessor. Dubbed by the company "The World's First Intelligent Shoe" it features a
microprocessor capable of performing 5 million calculations per second that automatically
adjusts the shoe's level of cushioning to suit its environment. The shoe requires a small, user
replaceable battery that lasts for approximately 100 hours of running. It currently retails for
$250 (USD). The latest edition Adidas 1.1 has been selling since Nov 2005. This is
considered an upgrade of the version 1, claiming to be better, faster and stronger.

Also in 2005, on May 2, Adidas told the public that they sold their partner company Salomon
Group for 485 million Euros to Amer Sports of Finland.

In August 2005, Adidas declared its intention to buy Anglo-American rival Reebok for US$
3.8 billion. This takeover was completed in August 2005 and meant that the company will
now have closer business sales as those of Nike in Northern America. The acquisition of
Reebok will also allow Adidas to compete with Nike worldwide. World Cup 1954, when
West Germany miraculously won the soccer 1954 World Cup, their footwear was supplied by
Adidas. These shoes introduced a technological breakthrough: studs with screws. When the
weather was good and the pitch was hard, the shoes were equipped with short studs; when it
rained; longer studs were screwed on the bottom of the shoes. As the final game against the
highly-favored team from Hungary was played in heavy rain, this gave the German players a
firmer hold on the slippery pitch.

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Adidas factory outlet in Herzogenaurach.

Adidas sponsors major teams in a number of sports, especially football, rugby and tennis.
American college sports teams are also sponsored.

"Adidas" is simply a combination of the founder's nickname (Adi) and the first three letters of
his last name (Dassler). This dispels the rumor that the letters are an acronym for "all day I
dream about sports," "all day I dream about soccer," or more crudely "all day I dream about
sex."

A HAWK EYE VIEW

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In 1998, Adidas sued the NCAA over their rules limiting the size and number of
commercial logos on team uniforms and apparel. Adidas withdrew the suit, and
the two groups established guidelines as to what three-stripe designs would be
considered uses of the Adidas AG.

Type Aktiengesellschaft

Traded as FWB: ADS

DAX Component

Industry Apparel, accessories

Founded July 1924; 94 years ago (as Gebrüder Dassler Schuhfabrik)

18 August 1949; 69 years ago (as Adidas)

Founder Adolf Dassler

Headquarters Herzogenaurach, Germany 14

COMPETITORS

Rudolf Dassler, Adie’s brother, founded a rival company PUMA, the chief competitors of
Adidas are Puma and Nike. In August 2005, the company announced that it had made a deal
to acquire rival Reebok for $3.8 billion. The acquisition would increase its market share in
North America and allow it to further compete with Nike. This will propel Adidas to the
number two spot in the foot apparel market behind Nike. Adidas' trademark saying is
'impossible is nothing'.

ENHANCEMENT

In the 1980s, Adidas sneakers became popular amongst teenagers and young men. The
Adidas sneaker was popularized by the Run DMC song "My Adidas" and became a huge
fashion trend.

The Tapie affair, the history of the company as presented by its official web site is
incomplete, perhaps because it is indirectly linked to financial scandals. After a period of
serious trouble following the death of Adolf Dassler's son Horst Dassler in 1987, the
company was bought in 1990 by Bernard Tapie, for 1.6 billion French francs ($320 million),
which Tapie had borrowed. Tapie was at the time a famous specialist of rescuing bankrupt
companies, a business on which he built his fortune.Tapie decided to move the brand’s
production offshore to Asia. He also hired Madonna for promotion.

In 1992, Tapie was unable to pay the interest from his loan. He mandated the Credit
Lyonnais bank to sell Adidas, and the bank subsequently converted the outstanding debt owed
into equity of the enterprise, which was unusual for then-current French banking practice.
Apparently, the state-owned bank had tried to get Tapie out of dire financial straits as a
personal favor to Tapie, reportedly because Tapie was a minister of Urban Affairs (ministre de
la Ville) in the French government at the time.

In February 1993, Credit Lyonnais sold Adidas to Robert Louis-Dreyfus, for a much higher
amount of money than what Tapie owed, 4.485 billion francs rather than 2.85 billion.

Robert Louis-Dreyfus became the new CEO of the company. He is also the president of the
Olympique de Marseille football team. In January 2015, Adidas launched the footwear
industry's first reservation mobile app. The Adidas Confirmed app allows consumers to get
access to and reserve the brand's limited edition sneakers by using geo targeting technology

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In August 2015, Adidas acquired fitness technology firm Runtastic for approximately $240
million.

ADVERTISING AND CELEBRITY ENDORSEMENTS

(Adidas)

India has been a very speculative market for Adidas. Despite this Dave Thomas, managing
director of Adidas in India is ambitious of the country's potential. The company hopes to
double its revenue from Rs. 805 crores by 2020. In 2015, the company had signed Ranveer
Singh a prominent Bollywood actor as a brand ambassador to the company's
products. Ranveer then was a budding actor. The company later decided to use the people's
almost religious adoration for the game cricket to promote their brand. It soon launched a

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new cricket campaign in the country. The campaign was called FeelLoveUseHate with
prominent Indian cricketer Virat Kohli. However, in 2017, Virat Kohli was removed as the
brand ambassador of the company. The cricketer later signed a major deal with Puma India.
The company also sells its products online through e-commerce websites such as Myntra,
Snapdeal, Jabong and Amazon. Adidas also has a website dedicated to the Indian audience
that markets and sells products to its consumers in India.

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INTRODUCTION

Nike, Inc. is an American multinational corporation that is engaged in the design,

development, manufacturing, and worldwide marketing and sales of footwear, apparel,
equipment, accessories, and services. The company is headquartered near Beaverton, Oregon,
in the Portland metropolitan area. It is the world's largest supplier of athletic
shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of
US$24.1 billion in its fiscal year 2012 (ending May 31, 2012).

Nike is the world's #1 manufacturer and marketer of athletic footwear and apparel. The
company established itself as one of the world's most familiar brands during the 1980s and
1990s, the Nike "swoosh" logo came to symbolize not just sports culture, but street culture, as
the appeal of the star players who endorsed the brand was carried onto city streets. The
approach of the new century set Nike new problems. Trainers went (briefly) out of fashion,
economic slowdown and labour problems hit Asian performance. But the group has bounced
back, retaining its iron grip on the sporting apparel sector and still undisputed leader in
sports-oriented street wear.

18
A HAWK EYE VIEW

Nike's Swoosh logo

Nike World Headquarters in Beaverton

Formerly Blue Ribbon Sports (1964–1971)

Type Public

Traded as NYSE: NKE (Class B)

DJIA component

S&P 100 component

S&P 500 component

Industry Apparel

Accessories

Sports equipment

Founded January 25, 1964; 55 years ago

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 Founder Bill Bowerman

Phil Knight

Headquarters Washington County, Oregon, U.S.

(Near Beaverton, Oregon)

Area served Worldwide

Key people Phil Knight

(Chairman Emeritus)

Mark Parker

(Chairman, President, & CEO)

Andrew Campion

(CFO)

Products Athletic footwear & apparel

Athletic & recreational products

Sports equipment

Revenue US$ 34.35 billion (2018)

Operating US$ 4.95 billion

income

Net income US$ 4.24 billion

Total assets US$ 23.26 billion

Total equity US$ 12.41 billion

Number of 74,400
employees

HISTORY

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Nike, originally known as Blue Ribbon Sports (BRS), was founded by University of
Oregon track athlete Phil Knight and his coach, Bill Bowerman, on January 25,
1964. The company initially operated in Eugene as a distributor for Japanese shoe
maker Onitsuka Tiger, making most sales at track meets out of Knight's automobile.

In 1964, in its first year in business, BRS sold 1,300 pairs of Japanese running shoes grossing
$8,000. By 1965 the fledgling company had acquired a full-time employee, and sales had
reached $20,000. In 1966, BRS opened its first retail store, located at 3107 Pico Boulevard
in Santa Monica, California next to a beauty salon, so its employees no longer needed to sell
inventory from the back of their cars. In 1967, due to rapidly increasing sales, BRS expanded
retail and distribution operations on the East Coast, in Wellesley, Massachusetts.

Throughout the 1980s, Nike expanded its product line to encompass many sports and regions
throughout the world. In 1990, Nike moved into its eight-building World Headquarters
campus in Beaverton, Oregon. The first Nike retail store, dubbed Niketown, opened
in downtown Portland in November of that year

Nike headquarters in Washington County, Oregon

The SWOOSH logo is a graphic design created by Caroline Davidson in 1971, which was
bought by Phil Knight for $35. It represents the wing of the Greek Goddess NIKE. In spring
of 1972, the first shoe with the NIKE SWOOSH was introduced.

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The Nike athletic machine began as a small distributing outfit located in the trunk of Phil
Knight's car. From these rather inauspicious beginnings, Knight's brainchild grew to become
the shoe and athletic company that would come to define many aspects of popular culture and
myriad varieties of 'cool.'

Nike emanated from two sources: Bill Bower man’s quest for lighter, more durable racing
shoes for his Oregon runners, and Knight's search for a way to make a living without having
to give up his love of athletics. Bower man coached track at the University of Oregon where
Phil Knight ran in 1959. Bower man’s desire for better quality running shoes clearly
influenced Knight in his search for a marketing strategy. Between them, the seed of the most
influential sporting company grew.

The story goes like this: while getting his MBA at Stanford in the early '60s, Knight took a
class with Frank Shallenberger. The semester-long project was to devise a small business,
including a marketing plan. Synthesizing Bower man’s attention to quality running shoes and
the burgeoning opinion that high-quality/low cost products could be produced in Japan and
shipped to the U.S. for distribution, Knight found his market niche. Shallenberger thought the
idea interesting, but certainly no business jackpot. Nothing more became of Knight's project.

By 1964, Knight had sold $8,000 worth of Tigers and placed an order for more. Coach Bower
man and Knight worked together, but ended up hiring a full-time salesman, Jeff Johnson.
After cresting $1 million in sales and riding the wave of the success, Knight ET. Al. devised
the Nike name and trademark Swoosh in 1971.

By the late '70s, Blue Ribbon Sports officially became Nike and went from $10 million to
$270 million in sales. Katz (1994) describes the success via Nike's placement within the
matrix of the fitness revolution: 'the idea of exercise and game-playing ceased to be
something the average American did for fun,' instead Americans turned to working out as a
cultural signifier of status. Clearly, the circumstances surrounding the shift are not this
simple; it is one of the aims of this project to discover other generators of popular attention to
health.

If Nike didn't start the fitness revolution, Knight says, "We were at least right there. And we
sure rode it for one hell of a ride" (Katz, 66). The 80s and 90s would yield greater and greater
profits as Nike began to assume the appearance of athletic juggernaut, rather than the
underdog of old. "Advertising Age" named Nike the 1996 Marketer of the Year, citing the
"ubiquitous swoosh...was more recognized and coveted by consumers than any other sports

22
brand--arguably any brand" (Jensen, 12/96). That same year Nike's revenues were a
staggering $6.74 billion. Expecting $8 billion sales in fiscal 1997, Nike has targeted $12
billion in sales by the year 2000. And all from the back of a car.

Few can question Nike's financial hegemony. But nearly $7 billion in revenues clearly begs
the question, what sells these shoes? It is my assertion that Nike's power to sell comes from
deep-rooted yearnings for cultural inclusiveness and individual athletic accomplishment.
These seemingly paradoxical desires collide in consumer’s hearts and minds and produce the
unyielding zeal for Nike shoes and apparel. Unfortunate effects of this zeal can be found in
the rash of Nike apparel killings in 1991 and the profusion of Nike appeals to these disparate
elements of Americans' personalities through an advertising philosophy that is, at once,
simple and sublime. In addition, Nike's practices of top-level athletes promoting their
products appeal to countless ages and creeds as a way to identify with and emulate their
athletic heroes. These forces work powerfully upon the individual consumer, but one should
not lose sight of the cultural context in which the individual moves.

BRANDS:

Converse Nike Team Sports

Cole Haan Nike Football

Nike Basketball Nike All Conditions Gear (ACG)

Nike Goddess Hurley International

Jordan Brand Nike Hockey

Nike Town Nike Golf

Bauer Blue Ribbon Sports

ADVERTISING AND CELEBRITY ENDORSEMENTS

(Nike)

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Nike spends $2 billion a year on marketing, spending lavishly on endorsements from
superstar athletes like Tiger Woods. Interestingly, Nike spends minimally on TV ads--just
$60 million in the first nine months of 2017 in the U.S. Nike prefers to spend money on
events, like the cheap three-minute viral video featuring Brazilian soccer star Ronaldinho
which got 35 million hits online; or the pre-U.S. Open fashion show Maria Sharapova put on
for reporters, "unveiling" her wardrobe for the tournament. Nike boasts endorsement deals
with the top players in virtually every major sport.

Roger Federer first signed with Nike footwear and apparel in 1994. For the 2006
championships at Wimbledon, Nike designed a jacket emblazoned with a crest of three tennis
racquets, symbolising the three Wimbledon Championships he had previously won, and
which was updated the next year with four racquets after he won the Championship in 2006.
At Wimbledon 2008, and again in 2009, Nike continued this trend by making him a
personalised cardigan that also had his own logo, an R and an F joined together. The world's
top-ranked tennis player made headlines in both the sports and fashion sections for the
daytime and evening ensembles in which Nike outfitted him during last year's U.S. Open. His

24
all-black nighttime outfit even sported a tuxedo stripe down his shorts. "Federer dressed to
thrill," screamed one British headline following his 2006 Wimbledon arena arrival, in which
he donned a cream colored Gatsby-esque blazer--designed, of course, by Nike.

Nike has a long history of using its ads to make a social statement. The "Just Do It"
campaign, created by the Wieden+Kennedy agency, launched in 1988. The first
commercial in the campaign featured 80-year-old Bay Area icon Walter Stack, who ran
approximately 62,000 miles in his lifetime.

Nike's 2017 "Equality" campaign featured black athletes like LeBron James, Serena

Williams, Gabby Douglas, and Kevin Durant, along with actor Michael B. Jordan

talking of the parallels between equality in sports and equality in the broader world.

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 Data analysis and interpretation

“Do you prefer wearing sport shoes?”

Preference Yes No

No. Of 100 20
respondents

COMMENT: Most of the respondents i.e. 83% of the total respondents agreed that they
preferred wearing sport shoes for their daily life activities, whereas as some of the
respondents i.e. 17% of the total respondents said they do not prefer sport shoes much.

26
“What factor do you consider the most for selecting a particular
shoe?”

Preference Durability Design Price Comfort

No. Of 32 10 23 35
Respondents

COMMENT: Maximum number of respondents believed that Comfort is the most

important factor for selection of a particular shoe as 35% of them agreed with the same.

Durability and Price of the shoes was considered the key factor by 32% and 23% of the
respondents respectively.

27
Whereas the design of the shoes mattered the least to the respondents with only 10%
considering it as the deciding factor.

“Do you consider the weight of the shoe as a deciding factor?”

Preference Yes No

No. Of Respondents 68 32

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COMMENT: Majority of the respondents i.e. about 68% of the respondents consider the
weight of the shoe as a key factor for deciding in favor of or against a particular sport shoe.

Whereas 32% of the respondents did not consider the same as much of a deciding factor.

“Which brand do you prefer?”

Preference Adidas Nike Others

No. Of 43 38 19
Respondents

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COMMENT: Adidas is preferred by around 43% of the respondents which shows that it
is the most popular brand among the teenagers. Nike on the other hand is the preferred brand
of 38% of the respondents. Only 19% of the respondents preferred other brands such as
Skechers.

“Are you satisfied with the quality of the preferred brand?”

Preference Yes No

No. Of Respondents 89 11

30
COMMENT: 89% of the respondents agreed on being satisfied with the quality of their
preferred brands. On the other hand 11% of the respondents were not satisfied with the
quality of their respective brands due their personal bad experiences.

“Are you satisfied with the price range of the preferred brand?”

Preference Yes No

No. Of Respondents 66 34

31
COMMENT: Most of the respondents i.e. 66% of the total respondents are satisfied with
the price range of their respective preferred brands, whereas the other 34% of the total
respondents considered the prices of the sport shoes quite high even though they still bought
from the same brand due to their high quality and comfort factors.

“What kind of promotional tool do you prefer?”

Preference Discounts Lucky Buy One Cashback

Coupon get One

No. Of 46 11 33 10

32
 Respondents

COMMENT: ‘Discount’ offers and ‘Buy One get One’ offers are preferred the most by
the respondents as both of them were considered the best by 46% and 33% of the total
respondents respectively. Whereas Lucky Coupons and Cashbacks as promotional tools do
not appeal much to the respondents, so they only got 11% and 10% of the total responses in
their favour.

“Do advertising and celebrity endorsements influence your

purchase decision?”

Preference Yes No

No. Of Respondents 63 37

33
COMMENT: Advertising and celebrity endorsements seem to have great impact on the
purchase preference of the respondents as 63% respondents said that they were influenced by
the advertisements and celebrity endorsement campaigns. Whereas advertisement and
celebrity endorsements does not have much influence over the preferences of the other 37%
of the respondents.

“Do you normally switch over brands?”

Preference Yes No

No. Of Respondents 60 40

34
COMMENT: Majority of the respondents which is 60% of the respondents said that they
shifted to other brands normally. On the other hand, good 40% of the respondents did not
believe in switching brands normally.

“If yes, What may be the reason?”

Preference More Better Attractive Better Others

Variety Deals Design Quality

No. Of 22 31 15 30 2
Respondents

35
COMMENT: Better deals/offers and Better Quality product offered by other brands were
found out to be the major causes of shifting over of the brand by the respondents as 31% and
30% of the respondents gave the following reasons respectively. Whereas 22% and 15% of
the respondents claimed that they shifted brands due to More Variety and more Attractive
Designs offered by other brands.

Conclusion of the Study

Research findings

36
AFTER ASSESSING THE OVERALL

MARKET SCENARIOS WHAT CAME IN PICTURE WAS

AS FOLLOWS:

 Adidas is the market leader as it holds the maximum market share of 43%.

 N ike is chasing its position most aggressively and stands second in the market of
sport shoes with the market share of 38%.

 Only 19% market share is held by all the other brands of sport shoes available in India
such as Skechers, Action, Reebok etc.

 Consumer reactions suggest that Comfort, Durability and Weight of the shoes are the
key factors that are considered during the purchase of sport shoes by most of the
people. This shows that people have become more aware and conscious about the
quality of shoes.

 People also consider Price a key factor as the survey shows that people have the
propensity to shift to another brand if they are offered better deal or better quality of
shoes at the same price.

 In many cases, even though the consumer is not satisfied with the price of the shoes,
they buy them anyway as they do not want to compromise on the quality.

 Offers such as ‘Discounts’ and ‘Buy One get One free’ are the most affective
promotional tools.

 Advertising and Celebrity endorsements by world class sportsmen and athletes such
as Virat Kohli play a major role in influencing purchase decision of the consumers.

ANNEXURE

QUESTIONNAIRE

37
1. Gender *

Male
Female

2. Age *

18-20
20-22
22-25

3. Do you prefer
wearing Sport
shoes?
Yes
No

4. What factor do you consider the most

for selecting a particular shoe? *
Price
Comfort
Durability
Design

5. Do you consider the weight of the

shoe as a deciding factor? *
Yes
No

38
6. Whic
h
brand
do
you
prefer
?*.
Adidas
Nike
Other

7. Are you satisfied with the

quality of your preferred
brand? *
Yes
No

8. Are you satisfied with the

price range of your preferred
brand? *
Yes
No

39
9. What kind of
promotional tool
do you prefer?*
Discount offer
Lucky Coupon
Buy One get One
Cashback offer

10. Do advertising and celebrity

endorsements influence your purchase
decision? *
Yes
No

11. Do you
normally
switch over
brands?*
Yes
No

12. If yes,
What
may be
the
reason?
More Variety
Better Deals/Offers
Attractive Design

40
Better Quality Product
Any other, Please specify
__________________________________

41
 BIBLIOGRAPHY

The lists of reference for the purpose of completing this marketing project are as given
below:

INTERNET:

www.forbes.com/2008/01/24/nike-endorsement-athletes-biz-
cz_0124nikeathletes_slide.html#97d693424d75

https://www.businessinsider.in/Nikes-Colin-Kaepernick-ad-isnt-the-first-time-the-
brands-commercials-have-made-a-social-statement-See-some-of-the-most-memorable-
campaigns-in-its-history-/Nikes-2017-Equality-campaign-featured-black-athletes-like-
LeBron-James-Serena-Williams-Gabby-Douglas-and-Kevin-Durant-along-with-actor-
Michael-B-Jordan-talking-of-the-parallels-between-equality-in-sports-and-equality-in-
the-broader-world-/slideshow/65726665.cms

https://en.wikipedia.org/wiki/Nike,_Inc.

https://en.wikipedia.org/wiki/Adidas

https://www.forbes.com/search/?q=adidas%20brand%20ambassador

https://www.referralcandy.com/blog/nike-marketing-strategy/

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