1. RESEARCH METHODOLOGY
Research Design
The research design is exploratory and descriptive in nature as it involves studying the consumer
buying behaviour of sports shoes, their perceptions about various sports shoe brands, their
motives of purchase, their attitude towards the brand, their perceived risks associated with the
brand, brand association and customer memory, role of reference groups.
Scope of the study
The study is limited to Delhi/NCR Region.
Method of Data Collection
The primary data was collected with the help of a structured, electronic questionnaire. Secondary
data was collected from journals, books & research papers with a view to supplement the
primary data. The study of secondary sources made the structuring of questionnaire easy.
Sampling Plan
1. Universe of the study: For this project all the people who wear Sports wear forms the
universe.
2. Sampling frame: In this research study, sampling frame comprises of friends, families and
relatives.
3. Sampling technique: The sampling technique applied is convenient and judgemental
sampling technique.
Sample Size
The sample size undertaken in this research study is 75

2. ANALYSIS
Sample Demography:
Out of the sample population of 75, 75 % were males and 25% females.
Out of the sample population of 75, 73 % were from the age group of 20-25 and 23% from 25-30
and rest from <20 and >30 years of age.
73% of the sample population were students, 19 % were working and 7% were graduates.

3. Sample Income and Expenditure Information
37% of the sample population had an yearly percentage of Rs 300,000-600,000, 27 had Rs
600,000-10,00,000, 21% had Rs>10,00,000 and 15% Rs<300,000.
Yearly Spending on sports wear, for 44% of the sample population it was Rs 2000-4000, 25% Rs
4000-6000, 17% Rs>6000 and 13% Rs<2000.

4. Sample Buying Behaviour
44% of the sample population buys a shoe yearly, 40% in 6 months, 16% once in 2 years and 1%
monthly.
61 % of the sample population buys shoes anytime of the year, 21% buys shoes on offers and 13
% buy shoe depending upon the season.

5. How do you choose your shoes?
Which is most advertised 12
Buy what sports… 26
Personally try it before… 42
Buy the most… 11 How do you choose your
Use the same brand as… 17 shoes?
Buy the best brand 24
Consult friends 5
0 10 20 30 40 50
When we asked the customers, how do they choose their shoes, 42 said that they personally try it
out before the purchase and then buy.
26 of the sample population Buys what sports persons endorse.
24 of the sample population buys the best brand.
The following table shows Risks perceived by our sample and how they handle this risk:
Perceived Risk How Consumers Handle Risk
Functional Risk Personally try it out before purchasing
Physical Risk Personally try it out before purchasing
Financial Risk Buys the best brand
Social Risk Consult Friends
Psychological Risk Buys the most advertised brand/ Buy what
sports person endorse
Time Risk

6. Factors Influencing buying behaviour:

7. When we asked customers to rate the most important factor involved in buying sports shoe as per
your level of preference.
If we consider the mode values then following would be the preference values of our sample.
1. Comfort and Long Lasting
2. Looks and Brand Image
3. Price
Motives of Purchase:Rational
Purchase Information
35% of the sample population had their favourite brand as Nike, 24 % Adidas, 23% Reebok and
rest Puma.

8. 52% of our sample population feel that Nike is endorsed most by the Sports persons, 33% feel its
Adidas and rest 11% feel its Reebok.
52% of our sample population feel that Nike is worn most by the Sports persons, 28% feel its
Adidas and rest 16% feel its Reebok.
45 of our sample population owned Reebok, 43 Adidas, 41 Nike and 33 Puma.

9. If price of all the sports shoe brands are same, 44% of our sample would buy Nike, 27 % Adidas,
16 % puma and only 13 % would buy Reebok.
If attributes of all the sports shoe brands are same, 35% of our sample would buy Nike, 28 %
Adidas, 17 % puma and 20 % would buy Reebok.
41 of our sample owns Nike apart from other brands but when we asked this question, if
attributes and features of all the brands are the same which one would you choose, most of them
Choose NIKE

10. For most of our sample population, the purchase decision is influenced by their Personal
Decision and then by their peers.
Most of our sample population gathers information about their sports wear through their personal
experience (56%), then through websites and Forums(19%) and then through sports events.
Since the purchase decision is influenced by the person himself and he takes a personal decision
in buying the shoes then as per Horney’s CAD theory these customers fit under the following
criteria.
Horney’s CAD theory
Complaint
Aggressive
Detached

11. Sample Profile
High Need for Cognition
Inner Directed
Verbalizer
Innovators
Cognitive arousal Required
Brand memory and attitude
37 people could recollect NIKE ad, 31 could recollect Adidas and Reebok ad each. Very few
people could recollect a Puma ad.
76 % of our sample population could recollect that Bleed Blue Campaign was associated with
Nike but 17 % confused it with Reebok.

12. 96% of our sample population could recollect that “Just Do It” tagline is associated with Nike
but 4 % confused it with Adidas.
76% of our sample population could recollect that Swoosh is the logo of Nike but 19% confused
it with Puma.
Match the brand with the tagline(Mode Result)
Actual Tagline
Brand/Tagline Impossible is Nothing Just do it I am what I am
Adidas
Reebok
Nike
Perceived by the Customer
Brand/Tagline Impossible is Nothing Just do it I am what I am
Adidas
Reebok
Nike

13. 2% of our sample population confused it with Reebok.
Match the brand with the ambassador (Mode Result)
Actual Brand Ambassador
BrandsBrand SachinTendulkar BipashaBasu/MS SauravGanguly Team India
Ambassador Dhoni
Nike
Adidas
Puma
Reebok
Perceived Brand Ambassador
BrandsBrand SachinTendulkar BipashaBasu/MS SauravGanguly Team India
Ambassador Dhoni
Nike
Adidas
Puma
Reebok
80% of our sample knew about Puma and Reebok brand ambassador and 69 % knew about
Nike’s brand ambassador.
Match the brand with its personality(Mode Result)
Actual personality
BrandsPersonality Ruggedness Sincerity Competence Sophistication Excitement
Nike
Adidas
Puma
Reebok
Perceived by the Customer
BrandsPersonality Ruggedness Sincerity Competence Sophistication Excitement
Nike
Adidas
Puma
Reebok

14. The red colour coding depicts the Mode scores for the match between brand and its personality.
Most of our sample thought that Nike had Competence, Sophistication and Ruggedness as its
Brand Personality.
Match the brand with the logo(Mode Result)
Actual logo
BrandsLogo
PumaAAdidas
ReebokNike
AdidasReebok
NikePuPuma
Sample Results
BrandsLogo
PumaAAdidas
ReebokNike
AdidasReebok
NikePuPuma

15. All the 75 people included in the sample marked Nike with the Swoosh or the Tick symbol and
Puma with the Puma Logo, but our sample was slightly confused between Reebok and Adidas
logo.
This shows that our consumer is has been conditioned throughClassical Conditioning to
relate Brand Nike with the Swoosh logo.
Perceptual Map:
This perceptual Map is drawn from the mean scores of the rating given by our sample to
different brands on Price, Comfort, looks, and quality.
Comfort Looks
Nike 5 5
Adidas 4 4
Reebok 4 4
Puma 3 5
Perceptual Map-Comfort and looks
Comfort-X-axis
Looks-Y-axis
6
5 Puma Nike
4 4 didas/ Reebok
A 5
3 4
2 4
1 3
0
0 1 2 3 4 5 6
Price Quality
Nike 5 5
Adidas 4 3
Reebok 5 3

16. Puma 3 4
Perceptual map-Price Quality
Price- X axis
Quality- Y axis
6
5 Nike
4 Puma 5
3 Adidas Reebok 4
2 5
1 3
0
0 1 2 3 4 5 6
Analysis: Tests
Cross tab test has been applied to check if there is any difference between our sample’s Favourite brand
and what they prefer if attributes and features of all the brands are same.
H0: There is no significant difference between favourite brand and the brand people prefer if attributes
and features of all the brands are same.
Ha: There is significant difference between favourite brand and the brand people prefer if attributes and
features of all the brands are same.
From the following table it can be seen that p-value is <0.05 so null hypothesis is rejected hence there is a
significant difference between favourite brand and the brand people prefer if attributes and features of all
the brands are same.

17. Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
a
Pearson Chi-Square 82.100 9 .000
Likelihood Ratio 77.123 9 .000
N of Valid Cases 75
a. 10 cells (62.5%) have expected count less than 5. The minimum
expected count is 2.43.
From the following table it can be seen that 69 % of the people who chose Nike as their favourite
brand also chose it when attributes and features of all the brands are same.
But 19 % chose Adidas, this shows that for these people brand Image of Adidas is superior to Nike.
Whats your Favourite brand of sports wear? * If attributes and features of all the brands were same , then which
one would you buy? Crosstabulation
If attributes and features of all the brands were same ,
then which one would you buy?
Adidas Nike Puma Reebok Total
Whats your Favourite Adidas Count 15 0 1 2 18
brand of sports wear?
Expected Count 5.0 6.2 3.1 3.6 18.0
% within Whats your 83.3% .0% 5.6% 11.1% 100.0%
Favouritebrand of
sports wear?
% within If attributes 71.4% .0% 7.7% 13.3% 24.0%
and features of all the
brands were same ,
then which one would
you buy?
Nike Count 5 18 2 1 26
Expected Count 7.3 9.0 4.5 5.2 26.0
% within Whats your 19.2% 69.2% 7.7% 3.8% 100.0%
Favouritebrand of
sports wear?

18. % within If attributes 23.8% 69.2% 15.4% 6.7% 34.7%
and features of all the
brands were same ,
then which one would
you buy?
Puma Count 0 5 8 1 14
Expected Count 3.9 4.9 2.4 2.8 14.0
% within Whats your .0% 35.7% 57.1% 7.1% 100.0%
Favouritebrand of
sports wear?
% within If attributes .0% 19.2% 61.5% 6.7% 18.7%
and features of all the
brands were same ,
then which one would
you buy?
Reebok Count 1 3 2 11 17
Expected Count 4.8 5.9 2.9 3.4 17.0
% within Whats your 5.9% 17.6% 11.8% 64.7% 100.0%
Favouritebrand of
sports wear?
% within If attributes 4.8% 11.5% 15.4% 73.3% 22.7%
and features of all the
brands were same ,
then which one would
you buy?
Total Count 21 26 13 15 75
Expected Count 21.0 26.0 13.0 15.0 75.0
% within Whats your 28.0% 34.7% 17.3% 20.0% 100.0%
Favouritebrand of
sports wear?
% within If attributes 100.0% 100.0% 100.0% 100.0% 100.0%
and features of all the
brands were same ,
then which one would
you buy?

19. Cross tab test has been applied to check if there is any difference between our sample’s Favourite brand
and what they prefer if price of all the brands are same.
H0: There is no significant difference between favourite brand and the brand people prefer if price of all
the brands are same.
Ha: There is significant difference between favourite brand and the brand people prefer if price of all
the brands are same.
From the following table it can be seen that p-value is <0.05 so null hypothesis is rejected hence there is a
significant difference between favourite brand and the brand people prefer if price of all the brands are
same.
Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
a
Pearson Chi-Square 64.755 9 .000
Likelihood Ratio 57.863 9 .000
N of Valid Cases 75
a. 11 cells (68.8%) have expected count less than 5. The minimum
expected count is 1.87.
From the following table it can be seen that 80 % of the people who chose Nike as their favourite
brand also chose it when price of all the brands are same.
But 11 % chose Adidas, this shows that for these people brand Image of Adidas is superior to Nike.
Whats your Favourite brand of sports wear? * If the price of all the sports shoe and apparel brands are same, then
which one would you prefer? Crosstabulation
If the price of all the sports shoe and apparel brands are
same, then which one would you prefer?
Adidas Nike Puma Reebok Total
Whats your Favourite Adidas Count 14 2 1 1 18
brand of sports wear?
Expected Count 4.8 7.9 2.9 2.4 18.0
% within Whats your 77.8% 11.1% 5.6% 5.6% 100.0%
Favouritebrand of
sports wear?

20. % within If the price of 70.0% 6.1% 8.3% 10.0% 24.0%
all the sports shoe and
apparel brands are
same, then which one
would you prefer?
Nike Count 3 21 2 0 26
Expected Count 6.9 11.4 4.2 3.5 26.0
% within Whats your 11.5% 80.8% 7.7% .0% 100.0%
Favouritebrand of
sports wear?
% within If the price of 15.0% 63.6% 16.7% .0% 34.7%
all the sports shoe and
apparel brands are
same, then which one
would you prefer?
Puma Count 2 5 6 1 14
Expected Count 3.7 6.2 2.2 1.9 14.0
% within Whats your 14.3% 35.7% 42.9% 7.1% 100.0%
Favouritebrand of
sports wear?
% within If the price of 10.0% 15.2% 50.0% 10.0% 18.7%
all the sports shoe and
apparel brands are
same, then which one
would you prefer?
Reebok Count 1 5 3 8 17
Expected Count 4.5 7.5 2.7 2.3 17.0
% within Whats your 5.9% 29.4% 17.6% 47.1% 100.0%
Favouritebrand of
sports wear?
% within If the price of 5.0% 15.2% 25.0% 80.0% 22.7%
all the sports shoe and
apparel brands are
same, then which one
would you prefer?

21. Total Count 20 33 12 10 75
Expected Count 20.0 33.0 12.0 10.0 75.0
% within Whats your 26.7% 44.0% 16.0% 13.3% 100.0%
Favouritebrand of
sports wear?
% within If the price of 100.0% 100.0% 100.0% 100.0% 100.0%
all the sports shoe and
apparel brands are
same, then which one
would you prefer?
Cross tab test has been applied to check if there is any difference between our sample’s Favourite brand
and their Gender.
H0: There is no significant difference between favourite brand and gender of people.
Ha: There is significant difference between favourite brand and the gender of people
From the following table it can be seen that p-value is >0.05 so null hypothesis is accepted hence there is
no significant difference between favourite brand and the gender of the people.
Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
a
Pearson Chi-Square 5.601 3 .133
Likelihood Ratio 5.685 3 .128
N of Valid Cases 75
a. 3 cells (37.5%) have expected count less than 5. The minimum
expected count is 3.55.
From the following table it can be seen that maximum males 37% prefer Nike as their Favourite
brand but only 26 % females prefer Nike as their favourite brand rest of them prefer Puma and
Reebok.
This may because Nike has hardly any woman celebrity endorsing the brand. So Nike
should have some women celebrities endorsing the Brand to increase the women share of
mind.

22. Gender * Whats your Favourite brand of sports wear? Crosstabulation
Whats your Favourite brand of sports wear?
Adidas Nike Puma Reebok Total
Gender Female Count 2 5 6 6 19
Expected Count 4.6 6.6 3.5 4.3 19.0
% within Gender 10.5% 26.3% 31.6% 31.6% 100.0%
% within Whats your 11.1% 19.2% 42.9% 35.3% 25.3%
Favouritebrand of sports
wear?
Male Count 16 21 8 11 56
Expected Count 13.4 19.4 10.5 12.7 56.0
% within Gender 28.6% 37.5% 14.3% 19.6% 100.0%
% within Whats your 88.9% 80.8% 57.1% 64.7% 74.7%
Favouritebrand of sports
wear?
Total Count 18 26 14 17 75
Expected Count 18.0 26.0 14.0 17.0 75.0
% within Gender 24.0% 34.7% 18.7% 22.7% 100.0%
% within Whats your 100.0% 100.0% 100.0% 100.0% 100.0%
Favouritebrand of sports
wear?

23. We took rating from all our sample on a likert scale of 1-5 how would they rate Nike(1),
Adidas(2), Reebok(3) and Puma(4).
We applied Anova on the data and found that most of the sample finds Nike to be most
expensive.
This can be seen from Waller Duncan test shown below.
Price
Subset for alpha = 0.05
Brand N 1 2
a,,b,,c
Waller-Duncan 3 74 3.32
4 74 3.39
2 72 3.56
1 74 4.09
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 73.490.
b. The group sizes are unequal. The harmonic mean of the group sizes is
used. Type I error levels are not guaranteed.
c. Type 1/Type 2 Error Seriousness Ratio = 100.
We took rating from all our sample on a likert scale of 1-5 how would they rate Nike(1),
Adidas(2), Reebok(3).
We applied Anova on the data and found that most of the sample finds Nike and Adidas
to be best looking.
This can be seen from Waller Duncan test shown below.
Looks
Subset for alpha = 0.05
Brand N 1 2
a,,b,,c
Waller-Duncan 3 73 3.12
2 72 3.56 3.56
1 75 3.73
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 73.312.

24. b. The group sizes are unequal. The harmonic mean of the group sizes is
used. Type I error levels are not guaranteed.
c. Type 1/Type 2 Error Seriousness Ratio = 100.
We took rating from all our sample on a likert scale of 1-5 how would they rate Nike(1),
Adidas(2), Reebok(3).
We applied Anova on the data and found that most all oursample population feels that all
three brands Nike, Reebok and Adidasare equally comfortable.
We took rating from all our sample on a likert scale of 1-5 how would they rate Nike(1),
Adidas(2), Reebok(3).
We applied Anova on the data and found that Nike is considered to be good in quality
be most of our sample population in comparison to Adidas and Reebok.
This can be seen from Waller Duncan test shown below.
Quality
Subset for alpha = 0.05
Brand N 1 2
a,,b,,c
Waller-Duncan 3 73 3.30
2 72 3.44
1 75 3.97
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 73.312.
b. The group sizes are unequal. The harmonic mean of the group sizes is
used. Type I error levels are not guaranteed.
c. Type 1/Type 2 Error Seriousness Ratio = 100.
Recommendations:
References:
BIBLIOGRAPHY

25. BOOKS
Marketing Management - Philip Kotler
Consumer Behavior, 6th Edition, by Hawkins, Best ad Coney.