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It was observed that consumer is forced by no factors like peer pressure, family and friends and some time people would like to buy a product because it is being endorsed by their favourite celebrity. It was observed that the beside that personal choice of the respondent, the pressure from the friends plays an important buying force for the students, while the peer and college in case of the professional and the least pursuing factor is family which was seen in case of the respondents belonging to age group 35 years and above.

8. NO OF PEOPLE BUYING NIKESHOES & REEBOK SHOES

ANALYSIS:

This question was asked to know the market capture by the REEBOK and the time period of association of the customers with REEBOK. It was deduced that more than 75% of the respondents were using the REEBOK shoes and were mainly associated with it for a period of 1 year or more. While the remaining respondents were using either the NIKE or ADDIDAS brand shoes.

9. CUSTOMER SATISFACTION

ANALYSIS:

Because of the quality product offered by the REEBOK about 60% of the respondents were either very satisfied or satisfied, while 10% did not gave any response as they were not using the REEBOK shoes.

a) Do you ask for a specific brand by name?

90% people say yes to this and the remaining 10% say no.

b) Which brand do you generally use?

People in India prefer Nike the most as we can see that 24% people prefer Nike sportswear then comes Adidas and Reebok.

c) Has any sports shoes ad (seen on TV/in a magazine) made an impact on you?

YES/NO IF YES, THEN WHY

NIKE 43/ 57

ADIDAS 63/ 37

REEBOK 45/ 55

ACTION 30/ 70

Most of the people are influenced with Adidas's ad, then with Reebok and then Nike. The most un-influential is that of action.

d) What according to you is the relative importance of the following?

V. Imp/Imp/Not so Imp/doesn't matter

PRICE 50/ 28/ 12/ 10

DURABILITY 55/ 45/ 0/ 0

BRAND IMAGE 40/ 20/ 15/ 15

COMFORTABLE 54/ 36/ 10/ 0

LOOKS 40/ 40/ 15/ 5

By this we infer that the consumer wants the shoe to be durable that is of primary importance for them. Then the price is also very important for them. The shoe should be comfortable. Along with that looks and the brand image is also important.

e) What features of Nike do you like the most?

The most liked feature of Nike is the light weight shoe. Then the enhanced toe support. From here we can infer that most important aspect for the consumers is the comfort they get from the shoes.

f) What range you prefer?

Larger number of people goes in for shoes that come in the range of Rs.1500-3500. A s we know that Nike is a premium brand 27% of the people buy shoes that falls under the range of Rs.3500-5500 and lesser no. of people buy shoes ranging in between 5500 and 7500.

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