“A STUDY ON CONSUMER SATISFACTION OF YOUTH ON NIKE

BRAND WITH SPECIAL REFERENCE TO THRISSUR DISTRICT”

Project Report submitted to

UNIVERSITY OF CALICUT
In partial fulfillment of the requirement for the award of the degree of
BACHELOR OF COMMERCE

Submitted by

ALEENA P.R
(CCASBCM181)

Under the supervision of

Mr. ASLAM .P.S

DEPARTMENT OF COMMERCE

CHRIST COLLEGE(AUTONOMOUS), IRINJALAKUDA

MARCH 2021

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 CHRIST COLLEGE(AUTONOMOUS), IRINJALAKUDA

UNIVERSITY OF CALICUT

DEPARTMENT OF COMMERCE
CERTIFICATE

This is to certify that the project report entitled “A STUDY ON CONSUMER

SATISFACTION OF YOUTH ON NIKE BRAND WITH SPECIAL
REFERENCE TO THRISSUR DISTRICT ”is a Bonafide record of project done
by ALEENA P.R Reg. No. CCASBCM181, under my guidance and supervision in
partial fulfillment of the requirement for the award of the degree of BACHELOR
OF COMMERCE and it has not previously formed the basis for any Degree,
Diploma and Associateship or Fellowship.

Prof. K.J.JOSEPH Mr. ASLAM .P.S

Co-ordinator Project Guide

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 DECLARATION

I, ALEENA P R, hereby declare that the project work entitled “A STUDY

ON CONSUMER SATISFACTION OF YOUTH ON NIKE BRAND WITH
SPECIAL REFERENCE TO THRISSUR DISTRICT” is a record of
independent and Bonafide project work carried out by me under the supervision and
guidance of Mr. ASLAM P.S, Assistant Professor, Department of Commerce and
management studies , Christ College, Irinjalakuda.

The information and data given in the report is authentic to the best of my
knowledge. The report has not been previously submitted for the award of any
Degree, Diploma, Associateship or other similar title of any other university or
institute.

Place: Irinjalakuda ALEENA P R

Date: CCASBCM181

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 ACKNOWLEDGEMENT

I would like to take the opportunity to express my sincere gratitude to all people
who have helped me with sound advice and able guidance.

Above all, I express my eternal gratitude to the Lord Almighty under whose divine
guidance; I have been able to complete this work successfully.

I would like to express my sincere gratitude to Rev.Dr. Jolly Andrews, Principal-

in-Charge, Christ college Irinjalakuda for providing various facilities.

I am thankful to Prof. K.J.Joseph, Co-ordinator of B.Com (Finance), for providing

proper help and encouragement in the preparation of this report.

I am thankful to Ms. Prassy Vishwambharan, Class teacher for her cordial support,
valuable information and guidance, which helped me in completing this task
through various stages.

I express my sincere gratitude to Mr. Aslam.P.S, Assistant Professor, whose

guidance and support throughout the training period helped me to complete this
work successfully.

I would like to express my gratitude to all the faculties of the Department for their
interest and cooperation in this regard.

I extend my hearty gratitude to the librarian and other library staffs of my college
for their wholehearted cooperation.

I express my sincere thanks to my friends and family for their support in completing
this report successfully.

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 TABLES OF CONTENTS

CHAPTER NO. CONTENTS PAGE NO:

LIST OF TABLES

LIST OF FIGURES

CHAPTER 1 INTRODUCTION 1–6

CHAPTER 2 REVIEW OF LITERATURE 7-13

INDUSTRY AND COMPANY

CHAPTER 3 14 – 20
PROFILE

DATA ANALYSIS AND

CHAPTER 4 21– 42
INTERPRETATION

FINDINGS, SUGGESTIONS
CHAPTER 5 43– 46
& CONCLUSION

BIBLIOGRAPHY

ANNEXURE

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 LIST OF TABLES

TABLE
TITLE PAGE NO:
NO:

4.1 Age wise classification of respondents 21

4.2 Gender wise classification of respondents 22

4.3 Income level classification of respondents 23

4.4 Qualification level classification of respondents 24

4.5 Whether the respondents use Nike or not 25

4.6 Brand consciousness of respondents 26

4.7 Most used Nike product 27

4.8 Amount spent on Nike products 28

4.9 More familiar Nike product 29

4.10 Brand loyalty of respondents 30

Willingness of respondents to buy Nike brand at

4.11 31
lower price with negligible quality.

Willingness of respondents to purchase another

4.12 32
brand with less price.

Classification of the respondents based on impact of

4.13 advertisements and celebrities in the purchasing 33
behavior of Nike product.

4.14 Factors consider before buying product. 34

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4.15 Those who referred Nike brand to respondents. 35

4.16 Best type of advertisement for Nike brand. 36

4.17 Which Nike product they consider best. 37

4.18 Mode of purchase. 38

4.19 Recommendation of Nike product to others. 39

4.20 Satisfaction of consumers . 40

4.21 Overall rating to Nike brand. 41

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 LIST OF CHARTS

FIGURE
TITLE PAGE NO:
NO:

4.1 Age wise classification of respondents 21

4.2 Gender wise classification of respondents 22

4.3 Income level classification of respondents 23

4.4 Qualification level classification of respondents 24

4.5 Whether the respondents use Nike or not 25

4.6 Most used Nike product 26

4.7 Amount spent on Nike products 27

4.8 More familiar Nike product 28

4.9 More familiar Nike product 29

4.10 Brand loyalty of respondents 30

Willingness of respondents to buy Nike brand at

4.11 31
lower price with negligible quality.

Willingness of respondents to purchase another

4.12 32
brand with less price.

Classification of the respondents based on impact of

4.13 advertisements and celebrities in the purchasing 33
behavior of Nike product.

4.14 Factors consider before buying product. 34

4.15 Those who referred Nike brand to respondents. 35

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4.16 Best type of advertisement for Nike brand. 36

4.17 Which Nike product they consider best. 37

4.18 Mode of purchase. 38

4.19 Recommendation of Nike product to others 39

4.20 Satisfaction of consumers . 40

4.21 Overall rating of product 41

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 CHAPTER 1
INTRODUCTION

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1.1 INTRODUCTION

A brand is a name, term, design, or other feature that distinguishes one seller’s
product from those of others. Brands are used in business, marketing, and
advertising. A modern example of brand is Nike, Adidas, etc. the word “BRAND”
is often used as a metonym referring to the company that is strongly identified with
a brand. A commodity brand is a brand associated with a commodity. The word
brand derives from old Norse “brandr” meaning “to burn” — recalling the practice
of producers burning their mark (or brand) onto their products. The Italians used
‘brandsin’ the form of watermarks on paper in the 13th century. Blind stamps,
hallmarks and silver-makers marks are all types of brand. Industrialization moved
the production of many household items, such as soap, from local communities to
centralized factories. When shipping their items, the factories would literally brand
their logo or insignia on the barrels used, extending the meaning of “brand” to that
of a trademark.

The American marketing association(AMA) defines a brand as a “name,

term, sign ,symbol, or design or combination of them intended to identify the goods
and services of one seller or group of sellers and to differentiate them from those of
other sellers. Therefore it make sense to understand that branding is not about
getting your target market to choose you over the competition, but it is about getting
your prospects to see you as the only one that provides a solution to their problem.
A strong brand is invaluable as the battle for consumers intensifies day by day. Its
important to spend time investing in researching, defining, and building your brand.
After all brands is the source of a promise to your consumer. Opinions, good instinct
and creative thinking are not enough when it comes to brand analysis. Brand
analysis involves sizing up a business situation and deciding on a strategy. Two

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major concerns of brand analysis are the industry and the existing competitive
conditions. These assessments are necessary essential of brand analysis.

They ensure availability of long-term direction, establishing

appropriate objectives ,and essentially creating an effective strategy. Brand analysis
includes knowing what a specific industry's dominant economic features are. Also,
brand analysis examines what existing industry competition is like and how strong
each of the industry’s competitive forces is. Effective brand analysis is achieved
through an analytical sequence of strategic appraisals of a business’ external and
internal environment, to establish issues, evaluate alternatives, and create strategy.
If these crucial assessments are not executed, a business may find that the brand it
developed does not fit well with the environment of its intended industry and will
not be capable of establishing and maintaining a competitive advantage for the
business. Brand analysis is requires a strategic evaluation of a business ecosystem.
Any decisions should be based on sound analysis of a business, external and internal
structure.

In order to successfully establish a business’ brand, an evaluation of

dominant economic features in an industry must be carried out. Industry, in this
context, refers to several businesses with the same or similar product or service
competing for the same consumers. When evaluating an industry’s economic
features, some common factors should be focused on. Some of the economic factors
include the market size, the scope of competitive rivalry, the growth rate of the
industry, the current growth cycle in industry, the number of competitors and their
relative size, the number of consumers and their relative size, and the kinds of
distribution channels used to access existing and potential consumers. Having
evaluated and established the industry’s dominant economic features, it is time to
assess the competition and existing competitive forces. Any important part of the
brand analysis is examining how exactly works in an existing industry and what are
the competitive strength. Although every industry's environment will vary slightly

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from the other, the competitive processes at work within each industry are generally
the same. These competitive processes are usually made of five competitive forces.
These five competitive forces include the rivalry among competing business in an
industry, the market attempts of business to win over the potential buyer. The
bottom line to brand analysis is the need to evaluate branding strategy can be
delivered.

Brand analysis is done to ensure that the developed branding strategy

effectively protect its long-term competitiveness and profitability, and establishes if
the pricing of products and services are right. A fundamental industry and
competition assessment is essential to ensure a good branding strategy. Successful
businesses use their brand analysis to establish and implement shrewd strategies that
match the industry’s environment. Brand loyalty is a scenario where the consumer
fears purchasing and consuming product from another brand which he does not trust.
It is measured through methods like word of mouth publicity, repetitive buying,
price sensitivity, commitment, brand trust, consumer satisfaction, etc. Brand loyalty
analysis is the analysis of how much consumer remains loyal to a specific brand as
long as it available. Brand loyalty exists when the consumer feels that the brand
consists of right product characteristics and quality at right price. Even if the other
brand is available at cheaper price or superior quality, the brand loyal consumer will
stick to his brand. It acts as a means of launching and introducing more products
that are targeted at same consumers at less expenditure. It also restrains new
competitors in the market.

1.2 STATEMENT OF THE STUDY

This study aims to make an analysis of youth approach towards NIKE brand. The
study attempts to understand the affect or importance of brand loyalty for a brand
and attitude of consumers regarding the brand Nike.

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1.3 SCOPE OF THE STUDY

The study was confined only to the consumers of Nike brand. For the analysis
primary data are collected through questionnaire and secondary data are obtained
from published journal, magazines, websites. The scope of the study is to analyze
the approach of youth towards Nike brand and understanding about the factors
affecting the brand loyalty.

1.4 SIGNIFICANCE OF STUDY

The study help us to know the satisfaction towards Nike brand special reference to
Thrissur district .

1.5 OBJECTIVES OF THE STUDY

1.5.1 MAIN OBJECTIVE

• To measure the satisfaction of the brand Nike.

1.5.2 SUB OBJECTIVE

• To study the approach of youth towards Nike.

• To analyze the factors considering by youth to purchase Nike brand

1.6 RESEARCH DESIGN

1.6.1 NATURE OF STUDY

Study is descriptive cum analytical in nature.

1.6.2 NATURE OF DATA

The study is based on information from both primary and secondary data

1.6.3 SOURCE OF DATA

Primary data: The primary data for the study is mainly collected through
questionnaires.

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Secondary data: Secondary data is collected from published journals, magazines,
and websites.

1.7 SAMPLE DESIGN

1.7.1 NATURE OF POPULATION

Population under study is infinite. Population of the study is the users of Nike brand

1.7.2 SAMPLE UNIT

Sample unit is taken with reference to youth users of Nike brand

1.7.3 METHOD OF SAMPLING

The sampling method followed is convenient sampling. Convenience

sampling have been taken by giving due consideration to the unique nature of the
population.

1.7.4 SIZE OF SAMPLING

Size of sampling is 50

1.8 TOOLS FOR ANALYSIS

Statistical tools like percentage analysis, weighted average, charts ,diagrams are
used for the analysis.

1.9 LIMITATIONS OF STUDY

• The sample size is limited to 50.

• The study is conducted in Thrissur district only.

1.10 CHAPTERIZATION

The project report is organized in to 5 chapters namely Introduction, Review of

literature, Industry and Company profile, Data analysis and Interpretations,
Findings, Suggestions and Conclusion.

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Chapter 1.INTRODUCTION

This chapter deals with statement of problem, objectives, scope of the study,

research methodology and limitations of the study.

Chapter 2. REVIEW OF LITERATURE

Chapter 3.INDUSTRY PROFILE AND COMPANY PROFILE

Chapter 4.DATA ANALYSIS AND INTERPRETATION

Chapter 5. FINDINGS,SUGGESTION, AND CONCLUSION

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 CHAPTER 2
REVIEW OF LITERATURE

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2.1 Literature review
1.Wembo Cui (2011) consumer based brand equity in Chinese sports market. A
study of examine of practicality and application of a customer based equity model
in the Chinese sportswear market. This study collected data from consumers from
Chinas 2 largest cities Beijing and shanghai. Based on Aakers concept of frame of
brand equity it studied causal relationship among the four dimensions of brand
equity and overall brand equity in sportswear industry weak support was fond of the
perceived quality and brand aware that the brand managers and marketing planners
should considered the relative importance of brand equity in their overall brand
equity evaluation and should concentrate their effort primarily on building brand
loyalty and image. This study basically provides important insight about
understanding of Chinese consumer perception of overall brand equity and its
dimension.

2.D mello (2003) report based on brand experiences

In addition to the analysis six further studies were conducted to prove the reliability
of the scale brand experience of customer intensity over the preference of their
choice among four or five items and then select one product and compare that
product to the other brand. Comparison is basically about the experience of
customers for using the product and satisfaction over the product.

3.Choice and James (1996) report based on customers preference

The consumer behavior aims at analyzing how consumers act on a market or on a

special industry. According to the consumer behaviour specificities of the consumer
behaviour in the sportswear industry. This review provides insight of consumers,
their motives, their choice, their decisions and their differences. The outcomes of
the analysis identify two different behaviours towards sportswear products:

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consumption for the practice and the consumption for everyday life. These two
types of consumptions presents similarities but also points of divergence. This
basically can represent a tool for sportswear firms as a clear analysis of their target
or those who can create a target as well.

4.Bethuel kinyanjuikinuthia (2009), customer satisfaction of purchased branded

shoes in Malaysia

This study basically investigates on the relationship of brand equity and customer
satisfaction purchasing branded shoes in Malaysia. Customers are being
increasingly important in the lives of most of the business organisations as
competition increases hence many companies begin to recognize the importance of
retaining current customers and some have initiated various activities to create
customer loyalty. Customer was examined by a quantitative method of surveying
by questionnaire from 205 respondents. From this survey the relation between brand
equity, customer satisfaction and customer loyalty was established. It concluded that
customer satisfaction is the antecedent of customer loyalty, although influence of
brand equity was less significant the result still shows a positive score for brand
equity.

5.Preeti Mehra (2010) consumer satisfaction over purchase of branded shoes

The study offers and validates a comprehensive approach to explain factors

influencing the attitude of respondents towards various characteristics of branded
sports shoes. In order to attain this objectives a sample of 322 respondents belonging
to three cities of Punjab; Jalandhar, Amritsar and Ludhiana, was drawn, non-
probability convenient sampling adopted for selecting the respondents. It was
however, found that brand loyal preferred buying shoes of their fancied companies
whereas innovator’s preferred shoes with the latest state of the art trends and
technologies. Consumers desired sport shoes to be colorful and stylish and happened
to relate traits of shoes to their personality.

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6.Rajdeep Singh (2016) study based on brand loyalty in footwear industry

The dynamic competitive environment has changed the way the businesses were
run in the past. The increased awareness of the customers along with increase in
the number of options available to them as completely revolutionized the marketing
task. In the current scenario a great need is felt for long term relationships with the
customers to enjoy repeat sales. The business organizations these days are laying
focus on enhancing the brand loyalty among the consumers to reap the benefits of
repeat sales. The present study, therefor, is an endeavor to investigate the factors
that affect brand loyalty in the footwear industry. Simultaneously an attempt has
been made to identify the most sought after brand in the footwear industry. A sample
of 100 respondents was selected from the Ludhiana region. Statistical techniques of
correlation and multivariable regression were used. The result depicted that out of
the total fourteen identified factor had significant relationship with brand loyalty.
Proper pricing techniques and customer satisfaction were the dominant variables in
affecting brand loyalty a footwear brand.

7.Bale el al (1981) fall of US footwear sector

The study by bale el al explores the reasons behind the fall of the US footwear sector
and its emergence as major importer of non-rubber footwear. The industry has
decline in terms of output, number of firms and employment and therefore the
imports has increased considerably. Over the period of years the wage rate have
increased tremendously that has led to decrease in productivity as against the foreign
countries especially the developing ones which enjoy pool of low cost labor.

8.Prof. Gill (2009) report based on branding strategy of Nike & Adidas

Prof. Gill has been stipulated in their project report that the branding strategies of
NIKE and ADIDAS focusing on products splitting by sport and training. While the
later focusing on football, running, training and the outdoors. The new perception
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of sportswear as leisure or everyday clothing is something for athletics supreme to
capitalize on much like lulu lemon and fable tics by actress kale Hudson. This new
field could lead to success. A 2009 study by cotton incorporated showed that 80
percent of people interviewed use sport clothes for everyday life and not just during
sport performance or undertaking physical activity. The literature show that
consumer have shifted towards the duality of athletic wear being for both physical
activity and even relaxing.

9.Prof. Gill (2009) report based on branding strategy of Nike & Adidas

Prof. Smith may have been observed that in relation to consumer and perception of
sportswear, it is important to understand the culture impact and personality of
fashion globally. Because fashion is representation of personality, style, preference
when combined with sportswear .it represent an active lifestyle and present the
assumption that one is concern with his or her physical well-being and striving for
a better quality of life. Consumer motivations for purchasing sportswear, especially
for its versatile use of being available to be worn casually and for athletic
participation.

10.Prof. Richard (2007) report based on customer loyalty.

Richard has been observe that developing customer loyalty is almost important for
every company as new fresh customer acquisition alone will not ensure long term
success. Reicheld was one of the first to propose that companies should put more
effort in customer retention as oppose to acquisition Along with W.E. SASSER. He
affirmed that customer retention is major driver of company profits. This appears to
be reasonable given that the well versed marketing axioms. Indicated by Preifer. It
costs five times more to acquire a new customer than to retain an existing one.

11.Jacoby & Kyner (1973) report based on brand loyalty

In general, loyalty is shown by different propensities toward the brand, store or

service. Typically, customer loyalty means the property of customer to repeatedly
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purchase specific subject (brand, product, service, shop, etc.) with affection
regardless of the change in the circumstances. However previous researches have
yet not formulated a universal definition of customer loyalty upon which everyone
agrees. Over the years, there were debates focused around what customer loyalty
actually is, as majumdar states, customer loyalty is complex, multidimensional
concept. One widely accepted explanation of loyalty is by Jacoby and Kyner (1973),
describing it as the biased, behavioural response, carried out over time, by some
decision making unit, towards one or more alternative brands in a same category
and is a part of psychological process. Pick apart similar definition ‘customer loyalty
is viewed as the strength of the relationship between individuals relative attitude and
their repeat patronage, by based only on three phase, situation influences,
explicating the situation of action qualified by adding the fourth phase, situational
influences explicating situation of qualified by commitment, predisposition in favor
of something and consistency while recognizing the nature of the marketing
environment.

12.Cyert (1956) customer buying behaviour towards branded casual shoes.

Cyert (1956) may have been first to observe that a number of managers involved in
buying process. And the concept was labelled Buying behaviour and popularized
by Robin son. Webster and wind famously identified five buying roles, they are 1.
Users, 2. Influencer, 3. Buyer, 4. Decider and 5. Gatekeeper. The product purchase
decision is not always done by the user. The buyer necessarily purchase the product
marketers must decide at whom to behaviour, they are able to predict how customer
are likely to react various informational and environment cues and are able to shape
their marketing strategies accordingly (Kotler 1994)

13.Amit Jain (2012) market comparison on Nike and Adidas

Amit Jain may has been observe that satisfied customers are most likely to share
their experiences with other people to the order of perhaps five six people. Equally

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well, dissatisfied customers are more likely to tell another ten people of their
unfortunate experience. Furthermore they conclude that it is important to realize that
many customers will not complain and this will differ from one industry sector to
another. Lastly, if people believe dealing with customer satisfaction complaint is
costly, they need to realize that it costs a much as 25 percent more to recruit new
customer.

14.Heasun (2010) exploitation of labour in footwear firm

Heasun (2010) focuses on the pressure exerted by media, government and public
for exploitation of labour in the clothing and footwear firms. As it was evident in
the cases of Walmart and Nike for which they became infamous in the 1990’s in
United States, Therefore in order to incorporate fair labour practices, government
and industry coalitions were formed. The author observes in his study that with
accelerated pace of globalisation in clothing and footwear the vulnerability to
competitive pressure increases and therefore sweat shop risks shall also increase.

15.Troy (2000) customer satisfaction based on product quality

The study by Troy stipulates the need for appropriate Footwear as they are more
than just shoes. According to the author shoes give identity and image and also the
symbol of Shoes Company increases the status of Shoes Company. The managers
should realize that their customers demand will continue to increase. So the symbols
and brand logo of Nike and Adidas attract consumers and increase their product sale
by media, internet, advertisement and all. Customers satisfaction needs are not meet
by only brand name but also buy quality of product. Also there are different type of
shoes choices like in sports shoes (gym shoes, jogging shoes or any other game
shoes) etc.

16.Celuch (2004) customer satisfaction based on brand loyalty

According to the findings by Taylor, Celuch, & Goodwin (2004), brand equity
appear as one of the most influential influences on both behavioral and attitudinal
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loyalty. Besides building on long term customer loyalty, besides building on long
term customer loyalty, organizations putting effort in achieving high brand can
produce difference advantages. Although previous researcher and recurrently
researched on customer loyalty, yet the fundamental of its formation are still
remained uncertain, even if numerous antecedents have been named. Among these
antecedents, both scholars and practitioners have attributed peculiar credit to
customer satisfaction, announcing it as another main antecedent of loyalty (Bodet,
2008). Referring to Oliva et al.’s study, minor change in satisfaction can lead to a
substantial change in loyalty increment {as cites in Bowen & Chen, 2001}. Hence,
further implicate that customer satisfaction is one of the ante cent of customer
loyalty.

17.Martinez (2010) outsourcing decision in Spanish footwear

The study by Martinez (2010) focuses on the outsourcing decision in the Spanish
Footwear Industry. The study throws light on the transformation in the Spanish
footwear market between the years 1975-1995, due to the entry of foreign
competitors. The author observes that the firms outsourcing decisions depend on
certain factor like the search cost, the intensity to innovate according to the
customers’ requirements and linkages with other institution like the chamber of
commerce or other public organizations. Further certain geographic areas are more
preferred such as vinaplo and Amedo-Calhorra as they are considered as principal
footwear district. The study becomes very important in the present scenario of
competition from other low-labor cost countries due to globalization. The Casual
shoes in India.

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 CHAPTER 3
INDUSTRY PROFILE AND COMPANY PROFILE

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3.1 INDUSTRY PROFILE

In most industries one company’s competitive moves will have a noticeable impact
on the competition, which will then relatable to counter those efforts. Companies
are mutually dependent, so the pattern of action and relation may harm all
companies and the industry. Some types of competition (price competition) are very
usable and negatively influence industry profitability. Other tactics (advertising
battles) may positively influence the industry, as they increase demand or enhance
product differentiation.

Structural factors affecting industry rivalry are:

Numerous or equally balanced competitors

When there are many competitors, some companies believe that they can make
competitive moves without being noticed. When companies are relatively balanced
in strength, they are more likely to engage in competitive battles and attack and
retaliate as they strive for market leadership.

• Slow industry growth

In a slow growth market, companies can only grow by capturing market share
from each other, which leads to increased competition.
• High fixed or storage cost

Create pressure for all companies to fill capacity, thus leading to price cutting
when there is excess capacity. High storage costs push companies to decrease
prices to ensure sales.

• Lack of differentiation or switching costs

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 When products are perceived as commodities, choice is often determined by
price and service, which then leads to increased competition in price and
service.

• Capacity increased in large increments

When economies of scale require large increase in capacity, it causes

disruptions in the industry supply/demand balance, which then leads to period
of overcapacity and price cutting.

• Diverse competitors

Companies with diverse strategies, origins, personalities and relationships to parent

companies also have different competitive goals and strategies than typical
companies within the industry

• High strategic stakes

Companies with high stakes in achieving success may sacrifice profitability for
expansion.

• High exit barriers

Economic, strategic and emotional factors can prevent companies from leaving the
industry, even when they are earning low or negative return on investments.

3.1.1 The manufacturing practices of the footwear industry : Nike VS the

competition

The current manufacturing practices of the sneakers industry, in particular

companies such as Nike, Reebok, Adidas, Converse, a new balance takes place
throughout the globe. With the industry experiencing severe competition, and
the product requiring intensive labour, firms are facing extreme pressure to
increase their profit margins through their sourcing practices.

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3.1.2 Footwear Industry – Players, Revenues, Market share

To properly review the manufacturing in the footwear industry, it is necessary

to first game an understanding of the dominant leaders in the market place.
This category is facing decreasing demand and the ricing popularity of
alternative footwear, resulting in more pressure than ever before to achieve
high gross margins through effective global souring practices.

3.1.3 Manufacturing have options

Footwear companies have to basic options in the manufacturing of their products,

they can both on and operate the factories that produce their product, or subcontract
their products out to secondary manufacturers. This facilities can be located either
domestically or internationally, and both present a myriad of positives and
negatives.

3.1.4 Strategic outsourcing

In analyzing the sneakers industry, are faced with questions, “what are these firms
core competitors? “ if manufacturing falls under this umbrella, then firms should
look to produce internally. However, the core skills that set these companies apart
from the competition are their marketing, distribution and technological expertise.
Applying the dominant sneaker companies areas of expertise, let’s review the
following questions :

Is internalization a source of competitive advantage?

Is manufacturing a skill our firm does better than anybody else?

Will firms be able to leverage their manufacturing expertise in the future?

With all the above questions posed to any of the big sneaker companies.

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3.1.5 The evolution of manufacturing in third world countries.

As the economic of countries expand, so does their ability and skill level in all
factories of manufacturing, beginning in London in the early 1900’s, and followed
through to the present day, manufacturing in its simplest form consist of light
manufacturing, which uses unskilled laborite produce items such as shirt, shorts,
and jeans. As the economy develops along with the skill of manufacturing, countries
begin moderately technical light manufacturing, which includes footwear,
outerwear and performance sportswear. The next step in growth involves the
production of technical consumer products such as radios, calculator, and
wristwatches. With the most developed economies gaining high levels of technical
expertise, manufacturing grows to include technical durables, which includes
automobile and computers.

3.2 COMPANY PROFILE

3.2.1 HISTORY OF NIKE BRAND

Nike, headquartered in Beaverton, Oregon, is the largest and most successful brand
of shoes, sports equipment, clothing and controlling more than 60% of the market
and becoming a pop culture icon. One might say that the Greek Goddess of Victory
for which Nike was named is actually the Goddess of shoes. Nike may be one of the
youngest of major brands, but it is the dominant brand around the world. In 1963-
1964 when university of Portland track coach, Bill Bower man, and Phil knight, a
mid-distance runner joined forces to import and provide low cost, high tech running
shoes from Japan in order to provide alternative to the German – dominated athletic
shoe market. Operating under the name Blue Ribbon sports, Bower man and knight
began to sell the Japanese Netsuke running shoes. Jeff Johnson, a former rival of
knight, joins the company in 1965 as their first full time sales person and sells shoes
from the back of his van at local and regional track meets until opening Blue Ribbon

29
sports first retail outlet at 3107 Pico Blvd, Santa Monica California. This store is no
longer in existence, but the address remains.

The invention led Bower man and knight to begin designing other shoes, and
the company’s new name, Nike, Inc. was born when Jeff Johnson, dreams of the
Greek Goddess of victory, Nike. A succession of shoes, many based on the waffle
outsole follows. Some of the most famous are the Waffle Racer, Air Force One, Air
Max 93,Max95, and Max97.

1971 Nike’s swoosh design logo was created by Portland state university —
graphic design student Carolyn Davidson when asked by Knight. He
needed a logo to put on the side of his company’s shoes. At the time she
was paid $35 (US), and also worked for Nike for a few years until they
needed a full ad agency.
Twelve years later, in 1983,Ms. Davidson received gold swoosh ring with an
embedded diamond at luncheon honoring her, along with a certificate and a
undisclosed amount of Nike stock, in recognition of the Swoosh design logo.
-1979 Nike’s Air technology patented by inventor M. Frank Rudy is introduce din
the tailwind running shoe. Gas-filled plastic membranes are inserted into the sole of
running shoes to provide cushioning.
-1980 Nike completes an initial public offering of 2,377,000 shares of classCommon
stock on December 2.
-1982 The Air Force | basketball shoe becomes the first Nike court shoe to make
use of air technology.
-1984 Nike signs Michele Jordan to an endorsement contract and releases the first
model of his signature shoe, the air Jordan. Originally, the NBA
banned this new shoe, drawing a tremendous amount of publicity. The introduction
of the air Jordan shoe was a key event in Nike’s successful development.
-1986 Nike revenue surpass $1 billion for the first time.
-1987 The Nike Air max shoe is introduced, which uses a much larger.

30
cushioning unit, and for the first time is visible at the side of the midsole. This was
the first of many generations of Air Max-branded technologies. A television and
featuring the Beatles’ song “Revolution” was the first and only time that a song
performed by the Beatles was used in a TV ad.
-1988 Nike introduces its “Just Do it” slogan
-1990 Nike opens the first Nike town store in downtown Portland, Ore. And
thestore quickly earn numerous retail design and business awards. Over thenext 10
years, Nike will open 14 more Nike town stores across the USA
and in England and Germany.
-1993 Nike introduces an innovative sustainability program, reuse-A-shoe, which
in 94 Nike signs a long-term partnership with the Brazilian national football team,
launching a company-wide effort to become the world’s
leading football brand.
-1996 Nike signs Eldritch “Tiger” woods soon after the young golfing
phenomenon give up his amateur status. Woods becomes the standard
bearer for Nike Golf as that division gains market share.
-1996 Nike causes controversy with advertising campaign at the summer
Olympics in Atlanta which features the slogan, “you don’t win silver — you
lose gold.” Nike’s use of this slogan draws harsh criticism from many
sources, including several former Olympic silver and bronze medalists.
-1966 Nike opens Nike town New York, its signature ‘flagship’ store located in ~
midtown Manhattan.
-1998 Phil knight formally commits Nike to strict standards for manufacturing
facilities used by Nike
-1999 Bill Bower man, co- founder of Nike, dies on Dec. 24 at age 88.
-2000 Introduction of the shocks athletic shoe technology.
-2002 Rap star Nelly releases a chart topping song about Air Force Ones.
-2003 Nikes makes a successful bid to buy bankrupt rival Converse Shoes for
$305 million.

31
-1003 For the first time in the company’s history, international sales exceed
USA sales, as Nike continues to develop into a truly global company.
2003 Nike is named “Advertiser of the year” by the Cannes Advertising
festival, the first company to earn that honor twice also (1994) in the
festival's 50-year history.
2003 High school basketball star Lebrun James signs with Nike
2004 Phil Knight steps down as CEO and president of Nike, but Continues as
chairman, Knight is replaced by William D. Perez as CEO of Nike,
effective Dec. 28.
2004 Annual revenues exceed $13 billion.
2004 In June, Chinese animator Zhu Zhigianq, of Xiao fame, files a lawsuit
against Nike for plagiarizing his cartoon stickmen in their commercials.
Zhu eventually wins the lawsuit, and Nike is sentenced to pay $36000 to
the cartoonist.
2005 Nike launches the Air Jordan XX, the 20th edition if the iconic Air
Jordan Basketball Shoe series.
2005 Nike launches the Nike considered line, an effort to reduce waste and
introduce eco-friendly products.
In 2006, Nike released the fourth pair of sneakers sponsored by Lebrun James
~ Nike Air Zoom Lebrun. Not only was the shoe the single sponsor of an
airing of ESPN sports Center, there were also 400,000 DVDs distributed
that showed the making of the shoe and its unique ad campaign
There were many advertising outlets used for the fourth shoe in the series that
were not used as heavily in the first, second or third versions
Nike promoted NikeLab.com along with the release of the transformers
through a TV commercial in which a large Nike shoe on a billboard —
transforms into a transformer.
Recently, after radio host Don Emus made his infamous comments on +
Nike created a spin-off ad campaign defending women athletes.

32
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

33
Table 4.1showing age wise classification of respondents.
Age Frequency Percentage
18-20 16 32%
21-24 23 46%
25-30 11 22%
Total 50 100%
(Source: Primary data)

Figure 4.1showing age wise classification of respondents.

Interpretation :

Above table and diagram shows the age wise classification of respondents. It
reveals that 46% of respondents are aged between 21-24, 32% of the respondents
aged between 18-21, 22% of respondents are aged between 25-29.

age wise classification

18-20 21-24 25-30

22%
32%

46%

34
Table 4.2 shows the gender wise classification of respondents.

Gender Frequency Percentage

Male 32 64%
Female 18 36%
Total 50 100%
(Source: primary data)

Figure 4.2 shows the gender wise classification of respondents.

Gender
male female

36%

64%

Interpretation:

Table 4.2 shows the gender wise classification of respondents. It reveals that 64%
are male and 36% are female.

35
Table 4.3 shows the income level of the respondents

Income Frequency Percentage

Below 15,000 19 38%
15,000-30,000 15 30%
30,000-45,000 8 16%
45,000-60,000 5 10%
60,000 above 3 6%
Total 50 100%
(Source: primary data)

Table 4.3 shows the income level of the respondents

20 38%
30%
15

10 16%
10%
5 6%

0
Below 15000 15000-30000 30000-45000 45000-60000 60000 Above

INCOME LEVEL

Interpretation:

The above data shows the income level of respondents. It reveals that 38% are
comes under the income of below 15,000.30% of them comes under the income
between 15,000-30,000.16% of respondents comes under the income level of
30,000-45,000,10% of respondents comes under the income level of 45,000-60,000
and the balance 6% of respondents are comes under income level of above 60,000.

36
Table 4.4 shows the qualification of respondents.

Qualification Frequency Percentage

Plus two 8 16%
Degree 25 50%
PG 8 16%
PG and above 4 8%
Others 5 10%
Total 50 100%
(Source: primary data)

Figure 4.4 shows the percentage of qualification of respondents

QUALIFICATION
PLUS TWO DEGREE PG PG AND ABOVE OTHERS

10% 16%
8%

16%

50%

Interpretation:

From the above data we can analyze 50% respondents are of degree
students/completed their degree,16% of respondents are plus two students/
completed their plus two,16% of respondents doing their PG/ completed their
PG,10% of the respondents have other qualifications and 8% qualified PG and
above.

37
Table 4.5 shows that how many of them own Nike products.

Response Frequency Percentage

Yes 50 100%
No 0 0
Total 50 100%
(Source: primary data)

Figure 4.5 shows the percentage having own product.

YES NO

0%

100%

Interpretation:

From the above table we can analyse that100% respondents own/use Nike
products.

38
Table 4.6 shows the brand consciousness of respondents.

Response Frequency Percentage

Yes 45 90%
No 5 10%
Total 50 100%
(Source: Primary data)

Figure 4.6 shows the brand consciousness of respondents.

BRAND CONSCIOUS
YES NO

10%

90%

Interpretation:

From the above table 4.7, 90% respondents arebrand conscious and the
remaining 10% are not brand conscious.

39
Table 4.7 shows mostly used Nike product.

Most used Nike product Frequency Percentage

Clothing 17 34%
Shoes 30 60%
Gear 3 6%
Total 50 100%
(Source: primary data)

Figure 4.7 shows the most used Nike product.

MOST USED NIKE PRODUCT

35
60%
30

25

20
34%

15

10

5 6%

0
CLOTHING SHOES GEAR

Interpretation:

From the above table it shows the most used Nike product. 60% of respondents used
shoes,34% of respondents used clothing,3% of respondents used gear.

40
Table 4.8 shows amount spent on Nike product.

Amount spent on Nike

Frequency Percentage
products
Below 2000 15 30%
2000-4000 28 56%
4000-6000 6 12%
Above 6000 1 2%
TOTAL 50 100%
(Source: primary data)

Figure 4.8 shows amount spent on Nike product.

AMOUNT SPENT ON NIKE PRODUCT

BELOW 2000 2000-4000 4000-6000 ABOVE 6000

2%

12%
30%

56%

Interpretation:

The above table shows the amountspent on Nike products by the respondents. 56%
of the respondents spent₹2000- ₹4000,30% of respondents spentbelow₹2000,12%
of respondents spent amount in between ₹4000- ₹6000&2% of respondents spent
above ₹6000.

41
Table 4.9 shows more familiar Nike product.

More familiar Nike

Responses Percentage
product
Footwear 33 66%
Clothing 13 26%
Gear 4 8%
Total 50 100%
(Source: Primary data)

Figure 4.9 shows more familiar Nike product.

Interpretation: From the above table 4.10,It reveals that 66% of respondents are
more familiar with footwears,26% of respondents are more familiar with clothing,
8% of respondents are more familiar with gear.

MORE FAMILIAR NIKEPRODUCT

40
66%
30

20
26%
10 8%
0
FOOTWEAR CLOTHING GEAR

42
Table 4.10 shows the brand loyalty of respondents

Brand loyal Frequency Percentage

Hard core loyal 6 12%
Soft core loyal 23 46%
Switcher 16 32%
No loyal 5 10%
Total 50 100%
(Source: Primary data

Figure 4.10 shows the brand loyalty of respondents

BRAND LOYAL
BRAND LOYAL

46%

32%

12%
10%

HARD CORE LOYAL SOFT CORE LOYAL SWITCHER NO LOYAL

Interpretation:

Table 4.10 shows the brand loyalty of respondents. It reveals that 46% are soft core
loyal,32% are switchers,12% are hard core loyal,10% have no loyalty towards any
brand.

43
Table 4.11 shows those who willing to buy Nike product in lower price.

Willing to buy Nike

Frequency Percentage
product in lower price
Yes 38 76%
No 12 24%
Total 50 100%
(Source : Primary data)

Figure 4.11 shows those who willing to buy Nike product in lower price.

WILLING TO BUY NIKE PRODUCT IN LOWER

PRICE
YES NO

24%

76%

Interpretation :

Table 4.11 shows the respondents willingness to buy Nike product at lower
price.76% are willing to buy Nike product at lower price and balance 24% are not
willing to buy Nike product at lower price.

44
Table 4.12 shows those who willing to purchase another brand with less price.

Purchase another brand

Responses Percentage
with less price
Yes 41 82%
No 9 18%
Total 50 100%
(source: primary data)

Figure 4.12 shows the percentage of respondents who purchase another

product with less price.

PURCHASE ANOTHER PRODUCT WITH LESS

PRICE
YES NO

18%

82%

Interpretation:

From the above table 4.12, it clearly states that 82% are ready to purchase another
product with less price and balance 18% are not readyto purchase another product
with less price.

45
Table 4.13 shows that the impact of advertisement.

Impact of advertisement Responses Percentage

Yes 40 80%
No 10 20%
Total 50 100%
(Source: primary data )

Figure 4.13 shows the percentage of impact of advertisement.

IMPACT OF ADVERTISEMENT
YES NO

20%

80%

Interpretation:

Table 4.13 shows that 80% of the respondents say that advertisements have a direct
impact on their purchase decision and 20% says no impact.So, it conforms that there
is an impact of advertisement in sale of product.

46
Table 4.14 shows the factors consider at the time of buying product.

Factors Responses Percentage

Quality 34 68%
Duration 4 8%
Price 4 8%
Variety 4 8%
Trend 3 6%
Availability 1 2%
Total 50 100%
(Source: primary data)

Table 4.14 shows the factors consider at the time of buying product.

FACTORS CONSIDER
QUALITY DURATION PRICE VARIETY TREND AVAILABILITY

2%
8%
8% 6%

8%
68%

Interpretation:

68% consider the quality of the product at the time of purchase, 8% consider
duration,8% consider product price,8% consider product variety/uniqueness ,6%
consider trend and 2% consider availability.
47
Table 4.15 shows who referred Nike to the respondents

Reference Responses Percentage

Friends 42 84%
Family 8 16%
Relatives 0 0
Total 50 100%
(Source: Primary data)

Figure 4.15 shows the percentage of reference.

REFFERED TO YOU
REFFERED TO YOU

84%

16%

FRIENDS FAMILY

Interpretation:

Above table 4.15 shows that, 84% of the respondents say that the Nike brand
were recommended by their friends, balance 16% of the respondents say that the
Nike brand were recommended by their family members.

48
Table 4.16 shows the response towards advertisement

Advertisement Methods Responses Percentage

Paid search advertising 6 12%
Mouth to mouth
7 22%
advertising
Social media advertising 21 42%
Display advertising 4 22%
Print advertising 4 8%
Broadcast advertising 2 4%
Outdoor advertising 6 12%
Native advertising 0 0
Total 50 100%
(Source: primary data)

Figure 4.16 shows the response towards advertisement

BEST ADVERTISEMENT
PAID SEARCH MOUTH TO MOUTH SOCIAL MEDIA DISPLAY
PRINT BROADCAST OUTDOOR
12% 22% 42% 22%
8%
4%

Interpretation:
Analyzing the above table,42% of respondents are prefer social media advertising,
12% prefer outdoor advertising,12% prefer paid search advertising,8% prefer print
advertising,4% prefer broadcast advertising

49
Table 4.17 shows the best Nike product.

Product Responses Percentage

Footwear 40 80%
Clothing 9 18%
Gear 1 2%
Total 50 100%
(Source: Primary data)

Figure 4.17 shows the best Nike product

BEST NIKE PRODUCT

90%
80%
80%
70%
60%
50%
40%
30%
18%
20%
10% 2%
0%
FOOTWEAR CLOTHING GEAR

Interpretation:

Analyzing the above table 4.17, 80% consider footwear is the best product of
Nike,18% consider clothing,2% consider gear.

50
Table 4.18 shows mode of purchase

Mode Responses Percentage

Online 30 60%
In store 20 40%
Total 50 100%
(Source: primary data)

Figure 4.18 shows mode of purchase

BUYING PRODUCTS
ONLINE IN STORE

40%

60%

Interpretation :

Analyzing the above table 4.18, 60% prefer online mode and 40% prefer in store
mode

51
Table 4.19 shows respondents recommendation.

Particulars Frequency Percentage

Yes 35 70%
No 5 10%
Sometimes 10 20%
Total 50 100%
(Source: Primary data)

Figure 4.19 shows respondents recommendation

YES NO SOMETIMES

20%

10%

70%

Interpretation:

Analyzing the above table 4.20, 70% are ready to recommend Nike products to
others , 20% sometimes recommend it to others,10% not ready to recommend Nike
product.

52
Table 4.20 shows the respondents satisfaction

Options HS S N D HD Total Average

Price 15 20 15 - - 200 4
Quality 25 10 9 6 - 204 4.08
Durability 15 25 2 7 1 195 3.9
Variety/ 13 20 10 7 - 189 3.78
uniqueness
Availability 11 20 11 8 - 184 3.68
Online/Offline
(Source: Primary data)

Figure 4.20 shows the respondents satisfaction

average

4.2
4.08
4.1
4
4
3.9
3.9
3.78
3.8
3.68
3.7
3.6
3.5
3.4
price quality durability variety/uniqueness availability
online/ofline

Interpretation

Table 4.21 shows the satisfaction level of respondents towards various aspects of
Nike products. Majority people highly satisfied on the quality aspect of Nike
product(average 4.08),then to price( 4), then to durability (3.9) ,then to
variety(3.78), and then to availability(3.68).

53
Table 4.21shows the rating given to Nike products

Rating Frequency Percentage

1 1 2%
2 4 8%
3 9 18%
4 19 38%
5 17 34%
Total 50 100%
(Source: Primary data)

Table 4.21 shows the rating given to Nike products

40% 38%
34%
35%
30%
25%
20% 18%
15%
10% 8%
5% 2%
0%
1 2 3 4 5

Interpretation

From the above table 4.21 it understood that 2% of the respondents give 1 rating out
of 5, 8% of respondents are rated their Nike product 2 out of 5 , 18% of respondents
rate their Nike product 3 out of 5 , 38% of respondents rated their Nike product 4
out of 5 , 34% of respondents rated their product 5 out of 5.

54
 CHAPTER 5

FINDINGS SUGGESTIONS AND CONCLUSION

55
5.1 FINDINGS

• Majority of respondents aged between 21-25.

• 64% of respondents are male and balance 36% are female.
• 38% respondents are having income below 15000.
• Half of the respondents are degree students.
• 100% of respondents own Nike product.
• 90% of respondents are brand conscious of buying products.
• Footwear’s of Nike are mostly used product by respondents.
• 56% of respondents spend 2000-4000 rupees on Nike products.
• Footwear’s of Nike brand are the most familiar product.
• 46% of respondents are soft core loyal.
• 76% of respondents are willing to buy Nike products at lower price with
negligible quality.
• 82% of respondents ready to purchase another brand with less price.
• 80% are address that there is an impact of advertisements and celebrities in
the purchase behavior of Nike products.
• 68% consider quality before buying a product..
• 84% respondents were recommend Nike brand by their friends.
• 42% respondents recommend Social media advertisement is best for Nike
products.
• 80% of respondents recommend Footwear of Nike product considered the
best.
• 60% of the respondents are willing to buy product online.
• 70% recommend their Nike product to others.
• Satisfaction of quality is higher among other variables like durability,
availability, price, variety.
• 38% gives 4 star rating to Nike brands

56
5.2 Suggestions

• While preferring Nike brand ,must consider quality instead of their

popularity.
• Branding company should make effective use of available opportunities
which helps to build brand loyalty.
• Consumers feel the company is lacking in innovation hence, there preference
has shifted to other local brands.
• Quality products are mostly preferred but quality alone doesn’t work, brand
should focus on innovative ideas regarding its product.
• Proper techniques are to be adopted to ensure the quality of products as youth
consumers are very much attracted by the quality of Nike.
• As large proportion of youth prefer branded products much care must be
taken to satisfy their needs so that they stick on a specific brand.
• In present scenario competition is high and consumers may prefer some other
product if the brand fails to satisfy their needs.

57
5.3 Conclusions

The research is conducted on the topic “A study on consumer satisfaction of

youth on Nike brand with special reference to Thrissur district”. The main
objective of the research is to measure satisfaction of brand Nike among its
consumers. Majority of respondents are brand conscious in buying product.
Footwear of Nike brand are the mostly used and most familiar Nike product
among the respondents. Among the opinion of respondents footwear of Nike
product considered as the best product of Nike brand. Most among the
respondents consider quality of a product before buying a product. According
to the satisfaction study conducted in the research the major part of
respondents are satisfied with quality of Nike brands. Respondents says that
there is an impact of advertisements and celebrities in the purchasing
behavior of Nike product. According to the responses the social media
advertising is the best method of advertising suitable for Nike products. More
than half respondents of the research are willing to recommend Nike products
to others. As large proportion of youth prefer branded products, must be
taken to satisfy their needs so that they stick on a specific brand. In present
scenario competition is high and consumers may prefer some other product
if the brand fails to satisfy their needs.

58
BIBILIOGRAPHY

59
References:

1.Borgerson, J. L. 2005. Materiality, agency, and the constitution of consuming

subjects: Insights for consumer research. Advances in Consumer Research, 32: 439–
443.

2.Brown, S. and Sherry, J. F. Jr., eds. 2003. Time, Space and Place: the Rise of
Retroscapes, Armonk, NY: M. E. Sharpe.

3.Csikszentmihalyi, M. 1991. Flow: The Psychology of Optimal Experience, New

York: Harper Perennial.

4.Ekström, K. and Brembeck, H., eds. 2004. Elusive Consumption, Oxford: Berg.

Fisher, M. F. K. 2004. The Art of Eating, New York: Wiley.

5.Klingmann, A. 2007. Brandscapes: Architecture in the Experience Economy,

Cambridge, MA: MIT Press.

6.Pelton, R. Y. 2007. The World's Most Dangerous Places, New York:

HarperCollins. professional strength edition

7.Schroeder, J. E. 2002. Visual Consumption, London: Routledge.

8.Vargo, S. L. and Lusch, R. L. 2004. Evolving to a new dominant logic for

marketing. Journal of Marketing, 68: 1–17. (January)

60
Books:
Philip kotler
Marketing management 11 th edition
A .Vinod
Marketing management revised edition 2010

Websites:
www.about.nike.com
www.nikebrand.com
www.nikereviews.com
www.wikipedia.org
www.consumersatisfactionNike.com
www.scribd.com

61
ANNEXURE

62
 Customers satisfaction about Nike brand

Aleena pr, christ college irinjalakuda

1.Age
o Below 18
o 18-21
o 21-25
o 25-30
o 30 above
2.Gender
o Male
o Female
o Transgender
3.Income level
o Below 15000
o 15000-30000
o 30000-45000
o 45000-60000
o 60000 above
4.Qualification
o Sslc
o Plus two
o Degree
o Pg
o Pg and above
o Other:
5. Do you own a Nike product?
o Yes
o No
6. Are you brand conscious of buying products

63
 o Yes
o No
7.Which product of Nike you used most?
o Clothing
o Shoes
o Gear
8.Amount spend on Nike products?
o Below 2000
o 2000-4000
o 4000-6000
o Above 6000
9.Which Nike product more familiar to you?
o Footwear
o Clothing
o Gear
10.Are you a brand loyal?
o Hard core loyal
o Soft core loyal
o Switchers
o No loyal
11.Are you willing to buy Nike brand at lower price with negligible quality?
o Yes
o No
12.Will you purchase another brand with less price?
o Yes
o No
13.Is there any impact of advertisements and celebrities in the purchase
behavior of Nike products?
o Yes
o No
14.What factor do you consider before buying a product ?
o Quality

64
 o Duration
o Price
o Variety
o Trend
o Availability
15.Who referred Nike brand to you?
o Friends
o Family
o Relatives
16. Which type of advertisement is best for Nike products?
o Paid search advertising
o Mouth to mouth advertising
o Social media advertising
o Display advertising
o Print advertising
o Broadcast advertising
o Outdoor advertising
o Native advertising
17. What NIKE product do you consider the best?
o Footwear
o Clothing
o Gear
18.Are you more willing to buy products online or in store
o Online
o In store
19.Do you recommend Nike products to others?
o Yes
o No
o Sometimes
20.Satisfaction
Particulars Strongly satisfy Satisfy Neutral Dissatisfied
Strongly dissatisfied
Price
Quality

65
 Durability
Fashion / Trend
Variety

21.Over all Rating to product

66