JOURNAL OF CRITICAL REVIEWS

ISSN- 2394-5125 VOL 7, ISSUE 10, 2020

A STUDY ON CUSTOMER BRAND PREFERENCE

TOWARDS PUMA PRODUCTS
THARANI.C1, ABIMANYU.G2, SNEHA KOUSHIK.R3

ABSTRACT:
Noise is an unwanted sound produced from different sources like traffic, industries, etc. Excess noise levels
crossing the recommended limits given by CPCB (Central Pollution Control Board) may lead to problems like
sleep disturbances, serious health problems and nuisance while working. Due to increase in population, the
demand for transportation has been increased. This growth in traffic, lead to increase in the noise levels
predominantly.
As transportation is one of the major sources of noise nuisance, the study of noise across the road is very essential
to keep noise in control. In the present study, six locations were selected in the city of Hyderabad, India to predict
noise levels on the roads. The parameters considered to analyze the noise are classified into vehicular volume,
percentage of heavy vehicles, number of lanes, pavement temperatures, humidity, vehicular speeds and
atmospheric temperature.
A mathematical model has been developed to predict noise generated due to traffic using regression analysis. As
the vehicular speed, percentage of heavy vehicles, humidity and atmospheric temperature increases, noise
generated increases. As the width of the road and pavement surface increases, noise generation decreases.
KEYWORDS: Noise pollution, Environment, Heavy vehicles, Regression

I. INTRODUCTION AND STUDY DESIGN

1.1 INTRODUCTION
It is very interesting to measure the brand loyalty in which a consumer will choose a particular brand in the
plethora of available of competing brands, but will accept substitutes if that brand is not available.
Brand loyalty is linked to a number of preference drivers. Pharmaceutical companies can act on those specific
drivers once they have been identified.
1.2 STATEMENT OF THE PROBLEM
Every organization is therefore determined to differentiate their brands and service offerings compared to their
competitors. In effect, everybody is trying to have unique features in their brand and market them.
1.3 OBJECTIVES OF THE STUDY
 To identify the brand awareness of puma products.
 To know the customers satisfaction level towards puma products.
1.4 SCOPE OF THE STUDY
A study was conducted among different groups of consumers according to the age group, Occupational, status and
income.The scope of the study is to analyze the satisfaction level of the consumer towards puma.
1.5 RESEARCH METHODOLOGY
A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to
combine relevance to research purpose with economy in procedure. Methodology of the Study On the basis of the
said objectives of the study, the following methodology is used.
1.5.1 SAMPLING METHOD
Since the study is restricted to retail sector, all the functional departments of puma products and the respondents
are found at the store only so according to the convenience randomly they are being picked so sampling method is
used in the study is simple random method.

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1.5.2 DATA COLLECTION

Primary data
The primary data is collected through structured questionnaires and direct interview with customers and with
organization people.
Secondary data
The secondary data is collected through the materials given by the organizational; books; retail journals &
magazines and internet.
1.5.3 TOOLS USED
 Percentage analysis
 Chi-Square test
II. REVIEW OF LITERATURE
2.1 REVIEW OF LITERATURE
Muniz and O’Guinn,(2011)1 have approached the concept of brand community which they consider a common
understanding of a shared identity. Recognizing that both concepts tend to form around brands with a strong image,
these authors distinguish between brand community and tribalism suggesting that the former is normally less
ephemeral, less geographically limited and more explicitly commercial than the latter.
Bashford, (2011) 2 Research consistently shows that rising wealth leads to greater interest in sports, leisure
activities, and brands that reflect self-expression in China.
III. DATA ANALYSIS AND INTERPRETATION
4.1 PERCENTAGE ANALYSIS
Percentage are used to compare the relative terms and distribution of two or more series of data. A sample
calculation of frequencies from the data collected is the basis for calculating the percentage of different factors.
TABLE 4.1.1 AGE OF THE RESPONDENTS

Frequency Percent Valid Percent Cumulative Percent

Valid 10-20 93 93.0 93.0 93.0
20-30 4 4.0 4.0 97.0
30-40 3 3.0 3.0 100.0
Total 100 100.0 100.0

INTERPRETATION
From the above table it is clear that out of 100 respondent s who have been taken for the study,93% are 10-20 years,
4% are 20-30 years, 3% a5 are 30-40 years
Majority of the respondent 93% are 20-30 years
TABLE 4.1.3: OCCUPATION OF THE RESPONDENT
Frequency Percent Valid Percent Cumulative Percent
Valid Student 83 83.0 83.0 83.0
Business 3 3.0 3.0 86.0
professional 12 12.0 12.0 98.0
Others 2 2.0 2.0 100.0
Total 100 100.0 100.0

1
Muniz, A.M. and O’Guinn, T.C. (2011), “Brand community”, Journal of Consumer Research, Vol. 27 No. 4, pp.
412-32.
2
Bashford, S. (2011), “Beware piracy if you’re breaking China”, Promotions and Incentives, September, pp. 15-16.
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ISSN- 2394-5125 VOL 7, ISSUE 10, 2020

INTERPRETATION
From the above table it is clear that out of 100 respondent s who have been taken for the study,83.0 % are students;
12.0% are professionals; 3.0% are business and 2.0% are others.
Majority of the respondent are student with 83%.
TABLE 4.1.4: INCOME OF THE RESPONDENT

Frequency Percent Valid Percent Cumulative Percent

Valid below 20000 95 95.0 95.0 95.0
20000-30000 3 3.0 3.0 98.0
30000-40000 1 1.0 1.0 99.0
40000-50000 1 1.0 1.0 100.0
Total 100 100.0 100.0

INTERPRETATION
From the above table it is clear that out of 100 respondent s who have been taken for the study 95.0% of the
respondents incomes are below 20000; 3.0% are 20000-30000; 1.0% are 30000-40000 and 1.0% 40000-50000.
TABLE 4.1.15: SATISFACTION LEVEL

Frequency Percent Valid Percent Cumulative Percent

Valid Satisfied 1 1.0 1.0 1.0
Dissatisfied 13 13.0 13.0 14.0
highly satisfied 71 71.0 71.0 85.0
Others 15 15.0 15.0 100.0
Total 100 100.0 100.0

INTERPRETATION
From the above table it is clear that out of 100 respondent s who have been taken for the study, For satisfaction
level satisfied are 1%, dis satisfied are 13%, highly satisfied are 71%, others are 15%.
Majority of the respondent for satisfactional level for highly satisfied are 71%.
TABLE 4.1.19: BEST OF PUMA PRODUCTS

Frequency Percent Valid Percent Cumulative Percent

Valid Shoes 23 23.0 23.0 23.0
Clothing 11 11.0 11.0 34.0
Underwear 37 37.0 37.0 71.0
Accessories 28 28.0 28.0 99.0
Others 1 1.0 1.0 100.0
Total 100 100.0 100.0

INTERPRETATION
From the above table it is clear that out of 100 respondent s who have been taken for best of puma products for
under wear are 37%, accessories are 28%, shoe are 23%, clothing are 11%, others are 1%.
Most of the respondent, for best of puma products for under wear are 37%.
4.2 CHI - SQUARE ANALYSIS
Chi-Square test also referred as X2 test, a statistical hypothesis test in which the sampling distribution of the test
statistic is a chi square distribution when the null hypothesis is true. It is often constructed from a sum of squared
error or through sample variable. it can be used to reject the hypothesis when the data are independent.
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ISSN- 2394-5125 VOL 7, ISSUE 10, 2020

TABLE 4.1.20: SHOWING RELATIONSHIP BETWEEN AGE AND HEARD ABOUT PUMA
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
a
Pearson Chi-Square 1.225 8 .996
Likelihood Ratio 2.196 8 .974
Linear-by-Linear Association .001 1 .970
N of Valid Cases 100

HYPOTHESES
Level of significance = 5% or 0.05
H0 :There is no significant relationship between Age and heard about Puma.
H1 :There is a significant relationship between age and heard about puma.
INTERPRETATION
The calculated value of chi-square is 1.225 which is less than the table value of 15.507 at 5% level of
significance . So the calculated value is less than the table value. It is inferred that there is no significant
relationship between monthly age and heard about Puma. Hence, the hypothesis is accepted.
IV. FINDINGS AND SUGGESTIONS
5.1 FINDINGS
 Majority of the chart shows (93%) of respondents are 20-30 years
 Majority of the chart shows (70%) of respondents will buy puma products for its quality
 Majority of the chart shows(71%) of respondents are highly satisfied with puma
 It is inferred that there is no significant relationship between monthly age and heard about Puma.
5.2 SUGGESSTIONS
 Department stores are the prime sales and marketing channel for branded shoes. In addition, store
decorations and product displays should be designed to create a strong first impression.
 Seasonal promotion campaigns, like special discounts and advertisements, could be employed. New lines
of collections should be introduced for festival.
V. CONCLUSION
From this study so far identified a various area on which PUMA and other major sport companies need to improve
upon achieve the desired level of competitiveness. These improvement would give PUMA and other sport
companies base to compete with the MNCs and help the Indian companies to reduces the impact of MNCs on the
Indian market in future. With their expertise and financial capacity they would be nearly imposed to compete with
once they get a firm foothold in the market.

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