A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city

“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”

1. What Is PERCEPTION? RCET , BHILAI

1


Perception is a process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment. However, what one perceives can be substantially different from objective reality. It need not be, but there is often disagreement. For example, it’s possible that all employees in a firm may view it as a great place to work- favorable working conditions, interesting job assignments, good pay, an understanding and responsible management – but , as most of us know, it’s very unusual to find such agreement. FACTORS THAT INFLUENCE PERCEPTION: A number of factors operate to shape & sometimes distort perception. These factors can reside in the perceiver, in the object or target being perceived, or in the context of the situation on which the perception is made. a) Factors in the perceiver – •

Attitudes

•

Motives

•

Interests

•

Experience

•

Expectations

b) Factors in the situation – •

Time

•

Work setting

•

Social setting

c) Factors in the target – RCET , BHILAI

2


•

Novelty

•

Motion

•

Sounds

•

Size

•

Background

•

Proximity

•

Similarity

CUSTOMER BEHAVIOUR Behavior is a mirror in which everyone shows his or her image. Behavior is a process of responding to stimuli. Consumer behavior is to do with the activities of individuals in obtaining and using the goods and services. It encompasses the decision making process that precedes and determines purchases. In the words Prof. C.G. Walter and Prof. G.W. Paul it is “ The process whereby individuals decide whether, what, when, where, how and from whom to purchase goods and services”. Consumer or Customer behavior is all the psychological, social and physical behavior of potential customers as they become aware of evaluate, purchase, consume and tell others the products or services.

FACTORS INFLUENCING CONSUMER BEHAVIOUR RCET , BHILAI

3


Social and Cultural Influences Culture is learned behavior that has been passed down over time, reinforced in our daily lives through the family unit and through education and religious institutions. Culture influences, therefore, are powerful ones and if the company does not understands the culture in which the particular market operates it cannot hope to develop products and market them successfully. It is important to recognize that culture although immensely powerful is not fixed forever. Change in culture tends to be slow and not fully assimilated until a generation or more has passed. Specific social influences 3.2.1 Social class This is the most prominent social influence. Traditionally, one of the chief determinants of social class was income. Since pay structures have altered a great deal in terms of the lower C2, D, and E categories moving more towards levels previously enjoyed by higher A, B and C1 categories over the past 30 years or so, classification of consumers on the basis of lifestyle is becoming more meaning today. 3.2.1

Reference groups

This can be described as group of people whose standards of conducts of mould an individual’s dispositions, beliefs and values. This group can be small or large. Reference groups can range from the immediate family to the place of work. They can also be found in a person’s social life. An individual is unlikely to deviate too far from the behavioral norms led down by the members of a club or hobby group. Reference group, but it does state that individualism cannot exist within a group, but it does RCET , BHILAI

4


suggest that even rigid independent thinkers will at least be aware of what is considered ‘normal’ within a group. 3.2.3.

Motivation Marketers are interested in motivation when it relates to purchasing behaviour. This behaviour relates to the motive for wishing to posses the goods or services in question, and it has been termed ‘goal-related behaviour’. It can, therefore, be seen that a number of motives might be at play when making a purchaser decision – some motives stronger than others – and the final decision might be a compromise solution.

CUSTOMER SATISFACTION

The liberalization and globalization of Indian economy has taken place almost a decade ago, the focus point in any organization is “Customer satisfaction”. The phase such as “Customer is king in our business”, “service to customer is service to god” are no more a myth but turned out to be a reality. Customer satisfaction is the base of any business expansion because of the stiff competition prevalent in the market. Whether the buyer is satisfied after the purchase depends on the offer’s performance in relation to the buyer’s expectation. In general; satisfaction is a person’s feeling of pleasure or disappointment resulting from comparing a product’s perceived performance ( or outcome) in relation to his or her expectation. As this definition makes clear, satisfaction is a function of perceived performance and expectation. If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations the customer is satisfied. 4.1 Perception RCET , BHILAI

5


Unlike motivation that requires a reaction to a stimulus, perception relates to the meaning that is assigned to that stimulus as marketers are interested in how buyers perceive and react to products in relation to such matters as quality, aesthetics, price and image, since products not only exist in partial terms but also how they are perceived by consumers in relation need satisfaction. This perception by buyers is affected by the nature of the product itself, by the circumstances of the individual buyer and by the buyer’s innate situation in terms of how ready they are to make the purchase in terms of needing it at a particular point of time.

4.2

Attitude

Our strongest basic attitudes are implanted in our formative years and these come largely from the influence of our close family group and other social interaction. More refined attitude develops later. In marketing terms, the sum total of our attitudes can be regarded as a set of cognitions that a potential buyer has in relation to a potential purchase or purchasing environment. This is why certain stores or companies go out of their way to engender favorable attitude and it is why manufacturer seek to induce loyalty towards their particular brand or product.

4.3 Learning

RCET , BHILAI

6


In the context of marketing, learning is a result of information received through advertising or other publicity or through some reference group or other. In order to have an effect on motives or attitudes, marketing effort should associate the product with positive drives and reinforcing messages. 5

LITERATURE RIVIEW Supplier information, according to the Reebok website as of May 2007: "Footwear Reebok uses footwear factories in 14 countries. Most factories making Reebok footwear are based in Asia—primarily China (accounting for 51% of total footwear production), Indonesia (21%), Vietnam (17%) and Thailand (7%). Production is consolidated, with 88% of Reebok footwear manufactured in 11 factories, employing over 75,000 workers." "Apparel Reebok has factories in 45 countries. The process of purchasing products from suppliers is organized by region. Most (52%) of Reebok's apparel sold in the US is produced in Asia, with the rest coming from countries in the Caribbean, North America, Africa and the Middle East. Apparel sold in Europe is typically sourced from Asia and Europe. Apparel sold in the Asia Pacific region is typically produced by Asian-based manufacturers.

MouthShut Product Rating

Recommended by 52% members Durability: Comfort: Shoe Weight: RCET , BHILAI

7

“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city” Range:

(Reviews are sorted as per Date)

Reebok Reviews Product Rating

Review Date

Product Rating:

Reebok work shoes By: dabumrush | Oct 04, 2008 07:48 PM

Durability:

I bought 2 pairs of reebok black ws work shoes from a reebok outlet 8 months ago. I am a ups driver and do lots of walking. First of all the shoes are comfortable but thats it. After 3 weeks the bottom... Read complete review | Read 791 times | Comments (0)

Comfort: Shoe Weight: Range:

Review Rating

Not Rated

Member's Recommendation: No Product Rating: Durability:

reebok : UnKnowledgeable Sales Persons By: srikanth131 | Aug 12, 2008 04:17 PM

Member's Recommendation: No

I have been Buying Rebook apparels for some time now, However I had Somewh never got a Reebok Shoe Till Date. I went to at Useful a Reebok Showroom in Kormangala (Asha Complex , HGRetail) and there was... Read complete review | Read 802 times | Comments (0)

Product Rating:

Rbk experience (a positive one) By: livewireonfire | Jun 25, 2008 06:21 PM

Durability:

A Prologue----------------I read few comments here regarding Rbk shoes, and most had to say bad things about them only. But I am using a pair of Reebok jogging shoes for the last 9-10 months without... Read complete review | Read 1353 times | Comments (3)



Very Useful

Member's Recommendation: Yes RCET , BHILAI

8

“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city” just brand no quality . bad coustomer care . By: nmachine87 | Jan 10, 2008 09:10 AM

Product Rating: Durability: Comfort: Shoe Weight: Range: Member's Recommendation: No

Useful

Defective shoes of Reebok and non responsive condu By: maninderjit | Aug 08, 2007 03:18 PM

Product Rating: Durability: Comfort: Shoe Weight: Range:

6

i bought a pair of reebok shoes worth 3500 inr feeling that thety will last for years . but to my shock the sole started coming off in a month. i took then to show room where they took 20 days to get it... Read complete review | Read 525 times | Comments (1)

I had purchased Reebok brand shoes from authorized shop of the company in Delhi on 06.04.2007. I found that stitch thread around eye hold was coming loose. On pointing this out the company through... Read complete review | Read 954 times | Comments (1)

Useful

OBJECTIVE OF THE STUDY 

To find out the awareness regarding Reebok shoes.



To find out the most important source through which customers came to know

about Reebok shoes. 

To find out the factors influencing the purchase of Reebok shoes.

RCET , BHILAI

9




To find out the factors influencing the purchase of branded shoes.

RCET , BHILAI

10


Research Methodology Methodology is the way to systematically solve the research problem. Research methodology just dose not deals with research methods but also consider the logic behind the methods. It may be understood as a science of studying how research is done scientifically and systematically. In studying research problem along with the logic behind them it is necessary RCET , BHILAI

11


for the researcher to know the research methods, techniques. He must also clearly understand the producer would apply to the problem given to him. All this means that it is necessary for the researcher to design methodology from problem to problem. Research methodology may be summarized in the following steps – 1. Defining the research objective. 2. Preparing the research design. 3. Implementation of the research design.

1.

Research design

A complete enumeration of the items in the population is known as census enquiry. It can be presumed that in such as enquiry when all items are covered, no elements of change are left and highest accuracy is obtained. However this type of inquiry involves a great deal of time, money and energy. In sample survey we select only few items from the total population. Results are sufficiency accurate and much lesser time; energy and money is spending in field studies. Hence, it was decided to opt for sample survey.

2. Data collection There are two types of data collection 2.1

Primary data collection –

RCET , BHILAI

12


Questionnaire had been prepared to get the response of the people as per guided by the organizational guide. To provide the best end results without any kind of biasness, which can give a brief idea about sampling and would be beneficial for making inferences for tabulations and calculations with research instruments? I made a survey through questionnaire as prepared by me. 2.2 Secondary data collection – Secondary data collected by authorized dealer, magazine, internet, pamphlets, etc.

3. Sampling plan Sampling plan consists of sampling unit, sampling size and sampling procedure therefore it is necessary to find out sampling plan if population is 100. Sample Plan Consists of:

Sample Plan •

Sampling Design

:

Simple Random Design

•

Sample Size

:

100

•

Sample Location

:

Bhilai

•

Descriptive Research design.

•

TOOLS AND TECHNIQUE OF DATA COLLECTION Data is collected by the help of questionnaire. It was collected in all the hours of the day. And for the analysis the data “PERCENTAGE METHOD” has been used.

4. Limitation RCET , BHILAI

13


The marketing researcher has to face certain difficulties while he carries out the research work. He knows the limitation beforehand, uncontrollable and others are controllable. Some important limitations, which are faced by researchers as follows: 4.1

Sample size: Due to vast area the consumers sample size restricted to 100 only.

4.2

Limitation of response: The response given to the researchers were not always

accurate since satisfaction is qualitative indicator the respondents regarding their understanding of satisfaction 4.3

Limitation of bias: Generally respondents are based to the question raised, thus

the result of research will have error and the very purpose of marketing research is lost. Therefore took utmost care while dealing with respondents. 4.4

Limitation of human behavior: Marketing researches studies the behavior who

are rational. Very often, they do not express their feeling correctly what they think. In such cases their habitual, practice, preferences cannot be assessed correctly.

RCET , BHILAI

14


Headquarters: 1895 JW Foster Blvd. Canton, MA 02021 781 401-5000 Employees: 9,100 CEO: Paul Fireman Subsidiary of Adidas RCET , BHILAI

15


Website: http://www.reebok.com Career Page Reebok is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment. A subsidiary of Germany's Adidas Group, the company operates under the Reebok, CCM, Jofa, and Koho brands. Reebok was acquired by German athletic apparel company Adidas in 2006 for $3.8 billion. History Reebok's origins go back to 1895 when Joseph William Foster made running shoes with spikes in them. He formed a company called J.W. Foster and Sons which made shoes for top runners. The family-owned business made the shoes for athletes in the 1924 Summer Olympics. In 1958, two of the founder's grandsons started a companion company that came to be known as Reebok, named for an African gazelle. In 1979, Paul Fireman, a partner in an outdoor sporting goods distributorship, spotted Reebok shoes at an international trade show. He negotiated for the North American distribution license and introduced three running shoes in the U.S. that year. At $60, they were the most expensive running shoes on the market. By 1981, Reebok's sales exceeded $1.5 million, but a dramatic move was planned for the next year. In 1982, Reebok introduced the first athletic shoe designed especially for women; a shoe for a hot new fitness exercise called aerobic dance. The shoe was called the Freestyle, and with RCET , BHILAI

16


it Reebok anticipated and encouraged three major trends that transformed the athletic footwear industry: the aerobic exercise movement, the influx of women into sports and exercise and the acceptance of well-designed athletic footwear by adults for street and casual wear. Reebok went public in 1985. Reebok acquired the Hockey Company, a maker of hockey equipment and clothing, in 2004.

1890-1930's

J.W. Foster and Spikes of Fire Reebok's United Kingdom-based ancestor company was founded for one of the best reasons possible: athletes wanted to run faster. So, in the 1890s, Joseph William Foster made some of the first known running shoes with spikes in them. By 1895, he was in business making shoes by hand for top runners; and before long his fledgling company, J.W. Foster and Sons, developed an international clientele of distinguished athletes. The family-owned business proudly made the running shoes worn in the 1924 Summer Games by the athletes celebrated in the film "Chariots of Fire."

1950-1980

A Gazelle Named Reebok, A Company on the Move In 1958, two of the founder's grandsons started a companion company that came to be known as Reebok, named for an African gazelle. In 1979, Paul Fireman, a partner in an outdoor RCET , BHILAI

17


sporting goods distributorship, spotted Reebok shoes at an international trade show. He negotiated for the North American distribution license and introduced three running shoes in the U.S. that year. At $60, they were the most expensive running shoes on the market.

1980's

By 1981, Reebok's sales exceeded $1.5 million, but a dramatic move was planned for the next year. In 1982, Reebok introduced the first athletic shoe designed especially for women; a shoe for a hot new fitness exercise called aerobic dance. The shoe was called the Freestyle™, and with it Reebok anticipated and encouraged three major trends that transformed the athletic footwear industry: the aerobic exercise movement, the influx of women into sports and exercise and the acceptance of well-designed athletic footwear by adults for street and casual wear. Explosive growth followed, which Reebok fueled with new product categories, making Reebok an industry leader.

In the midst of surging sales in 1985, Reebok completed its initial public offering (stock symbol is NYSE: RBK). A year later, Reebok made its first strategic acquisition, The Rockport Company. Rockport was a pioneer in using advanced materials and technologies in traditional shoes and the first company to engineer walking comfort in all types of dress and casual shoes. In the late 1980s, Reebok began an aggressive expansion into overseas markets and Reebok products are now available in more than 170 countries and are sold through a network of independent and Reebok-owned distributors.

Creating innovative products that generate excitement in the marketplace has been a central RCET , BHILAI

18


corporate strategy ever since Reebok introduced the Freestyle. In the late 1980s, a particularly productive period began with The Pump® technology and continues today, with breakthrough concepts and technologies for numerous sports and fitness activities.

1990's

In 1992, Reebok began a transition from a company identified principally with fitness and exercise to one equally involved in sports by creating several new footwear and apparel products for football, baseball, soccer, track and field and other sports. That same year, Reebok began its partnership with golfer Greg Norman, resulting in the creation of The Greg Norman Collection.

In the late 1990s, Reebok made a strategic commitment to align its brand with a select few of the world’s most talented, exciting and cutting-edge athletes. Since then, the company has focused on those athletes who represent the top echelon of sports and fitness.

2000

In 2000, Reebok and the National Football League announced an exclusive partnership that serves as a foundation of the NFL’s consumer products business. The NFL granted a long-term exclusive license to Reebok beginning in the 2002 NFL season to manufacture, market and sell

RCET , BHILAI

19


NFL licensed merchandise for all 32 NFL teams. The license includes on-field uniforms, sideline apparel, practice apparel and an NFL-branded footwear and apparel collection.

2001 In 2001, Reebok formed a long-term strategic partnership with the National Basketball Association under which Reebok designs, manufactures, sells and markets licensed merchandise for the NBA, the Women’s National Basketball Association (WNBA) and the National Basketball Development League (NBDL), the NBA’s minor league. Reebok secured the exclusive rights to supply and market all on-court apparel, including uniforms, shooting shirts, warm-ups, authentic and replica jerseys and practice gear for all NBA, WNBA and NBDL teams. Reebok also had exclusive rights, with limited exceptions, to design, manufacture, market and sell headwear, T-shirts, fleece and other apparel products for all teams in most channels of distributions. In 2006, Reebok transferred the NBA rights to the adidas Brand.

2002 In 2002, Reebok launched Rbk – a collection of street-inspired footwear and apparel hook-ups designed for the young man and woman who demand and expect the style of their gear to reflect the attitude of their lives: cool and edgy, authentic and aspirational. Inspired by street fashion, Rbk’s marketing is culturally relevant as well. With many of the industry’s most marketable and valuable sports assets on its roster, Reebok rolled-out an integrated marketing campaign that fused together sports, music, technology and entertainment, and was designed to connect the Reebok Brand to millions of new consumers around the world. The global marketing campaign was launched in early 2002 and featured select Reebok athletes paired RCET , BHILAI

20


with some of the music industry’s most successful hip-hop and rap artists. Reebok tapped into something the industry had not yet seen, and became a pioneer in the fusion of sports, music and technology. 2003

2003 was a landmark year for Rbk. Reebok formed an unprecedented partnership with rap musician Jay-Z, which included the design and marketing of the "S. Carter Collection by Rbk," which launched in April. With the partnership, Jay-Z became the first non-athlete to have a signature athletic footwear collection. The launch of Jay Z’s first shoe was extremely successful around the world. Later that year, Reebok teamed up with another superstar of the rap world, 50 Cent. The result was the equally successful “G Unit Collection by Rbk.”

2004

In 2004, Reebok became the world’s leading producer of hockey apparel and equipment with its acquisition of The Hockey Company. The Hockey Company’s brands, CCM, Koho and Jofa, are among the most respected in the sport.

Reebok has a long-term licensing agreement with the National Hockey League, under which the company serves as the supplier of authentic “on-ice” game jerseys to all 30 NHL teams. It also has the exclusive worldwide rights to manufacture and market authentic, replica and practice jerseys using the names and logos of the NHL and its teams. Reebok also has exclusive agreements with the Canadian Hockey League, the American Hockey League and the East Coast Hockey League. RCET , BHILAI

21


2005

In early 2005, Reebok launched Rbk Hockey, a new and innovative line of ultra-high performance hockey equipment, sticks and skates and signed hockey phenom Sidney Crosby, who has lived up to his billing as the league’s next great player. In two short years, Rbk Hockey has become one of the most visible and in-demand hockey brands on the market.

In 2005, Reebok launched its largest global integrated marketing and advertising campaign in nearly a decade. "I Am What I Am" is a multi-faceted campaign which links all of the brand's marketing and advertising efforts under the "I Am What I Am" umbrella. The campaign encourages young people to embrace their own individuality by celebrating their contemporary heroes. Celebrities featured in the campaign include music icons Jay-Z, Daddy Yankee and 50 Cent; top athletes Allen Iverson, Donovan McNabb, Curt Schilling, Kelly Holmes, Iker Casillas and Yao Ming; screen stars Lucy Liu, John Leguizamo and Christina Ricci; and skateboarder Stevie Williams.

2006

In January 2006, adidas-Salomon AG acquired Reebok, forever altering the worldwide sporting goods industry landscape. Shortly after the close of the acquisition, Reebok Chairman and CEO Paul Fireman announced he was leaving the company to pursue other interests, and Paul Harrington was named President and CEO of the Reebok brand. Today, the adidas Group, RCET , BHILAI

22


which includes the adidas, Reebok, TaylorMade-adidas Golf and Rockport brands is a global leader in the sporting goods industry and offers a broad portfolio of products. Products from the adidas Group are available in virtually every country of the world. Activities of the company and its more than 80 subsidiaries are directed from the Group's headquarters in Herzogenaurach, Germany.

2007-2008

Reebok launched Run Easy, one of the most comprehensive running campaigns in the brand’s history. The goal of the campaign was to inspire consumers around the world to fulfill their potential and celebrate their individuality. The message of the campaign was that while many other brands speak about the "blood, sweat and tears" of running, Reebok celebrated the camaraderie, joy and fun of running – Run Easy In addition, Reebok's partnership with the National Hockey League took center stage with the unveiling the Rbk Edge Uniform System, a complete, team-wide redesign and reengineering of the NHL uniform, and the opening of the NHL Powered by Rbk retail store in New York City.

Reebok also launched its "There are Two People in Everyone" marketing campaign for the second half of 2007 in select regions. The global marketing campaign highlights Reebok’s unique brand point of view of celebrating the individual’s balance between sport and life. The campaign, featuring international sport stars such as Allen Iverson, Yao Ming, MS Dohni and Nicole Vaidisova, declared that there is more to an athlete than his or her sport.

RCET , BHILAI

23


Recent news In August 2005, one of the company's largest rivals, Adidas, announced that it would acquire Reebok for $3.8 billion. The deal was completed in January 2006. On March 23, 2006, Reebok recalled 300,000 charm bracelets that contained extremely high levels of lead. The bracelet has a heart pendant at the end that is printed with the name "Reebok." It allegedly caused the lead poisoning death of a 4-year-old child who swallowed it. [5]

In October 2006 Reebok launches its first blog, I am what I am in Spanish. In November 2006, the National Basketball Association and Women's National Basketball Association switched from Reebok to Adidas branding on authentic and replica jerseys because that brand is better known outside North America and the UK. In late 2006, a court case began between Liverpool FC, the winners of the 2005 UEFA Champions League while wearing Reebok's kit, and Reebok. Reebok claimed that Liverpool cost them £7m because of a delay in confirming the renewal of the Carlsberg sponsorship deal, which meant a delay in releasing the away shirt for 2005/06 (the last that Reebok would make for them)

[6]

The kit that was eventually released was very similar to the away kit for 2003/04,

and this is more likely the cause of any loss of revenue, as the kit was still released in adequate time for the new season. Liverpool subsequently switched to Adidas for their official kit following Adidas' acquisition of Reebok. For the 2007/08 season, the National Hockey League introduced a new uniform system leaguewide, designed and manufactured by Reebok and called Reebok Edge. The new uniforms include new fabrics which are said to repel water and sweat more effectively. Most players RCET , BHILAI

24


have avoided comment, but some have commented that the Edge system's improved water repelling abilities leads to gloves and skates becoming saturated and uncomfortable during play. In June 2007, Reebok announced Scarlett Johansson on its array of brand ambassadors. Johansson promotes the Scarlett 'Hearts' Rbk" collection, a 'fashion-forward, athletic-inspired' footwear targeted at the Indian market. In July 2007, Reebok launched its Lifestyle Footwear Collection in association with Daddy Yankee's new album for those who love to fuse music with fashion. In December 2007, Reebok launched the GOAL Collection of football gear on the sidelines of the release of Indian football movie Dhan Dhana Dhan Goal. For the 2008/09 season, Reebok created the Reebok Edge 2 uniform system, which addresses the problem of saturation for the National Hockey League's players. The League adopted the jersey and now all teams sport the new style for both their home and away jerseys.

RCET , BHILAI

25


RCET , BHILAI

26


1. SEX. 1.

Age Age

No . of respondent

>19 year

15

20-29 year

70

30-39 year

10

40 year <

5

Age 10%

5%

15% below20 year 21-30year 31-39year 40year andabove 70%

RCET , BHILAI

27


Interpretation Majority of the respondent i.e. 20-29 year70%

2. Monthly income Monthly income

No. of respondent

>5,000

5

5,001-10,000

20

10.001-15,000

60

Above 15,001

15

Monthly income

below5000 5,001-10,000 10,001-15,000 10,001 andabove

Interpretation RCET , BHILAI

28


Majority of income group is the 10,00115,000, 60%

3. Gender GENDER

NO. OF RESPONDENTS

PERCENTAGE

MALE

72

72%

FEMALE

28

28%

graph

28% MALE FEMALE 72%

Interpretation:RCET , BHILAI

29


Majority of the respondent’s i.e., 72% are males.

4. MARITAL STATUS MARITAL STATUS

NO. OF RESPONDENTS

PERCENTAGE

UNMARRIED

76

76%

MARRIED

24

24%

MARITAL STATUS

24% MARRIED UNMARRIED 76%

RCET , BHILAI

30


Interpretation:-

Majority of the respondent’s i.e., 76% are Unmarried.

5. EMPLOYMENT STATUS EMPLOYMENT STATUS

NO. OF RESPONDENTS

PERCENTAGE

STUDENT

45

45%

BUSINESS

11

11%

EMPLOYED UNEMPLOYED

35

35%

9

9%

EMPLOYMENT STATUS

9% 11%

STUDENT 45%

EMPLOYED BUSINESS

35%

RCET , BHILAI

UNEMPLOYED

31


NATURE OF FAMILY NUCLEAR FAMILY JOINT FAMILY

NO. OF RESPONDENTS

PERCENTAGE

56

56%

44

44%

Interpretation:-

Majority of the respondent’s i.e. 45% are Student.

6. NATURE OF FAMILY

NATURE OF FAMILY

RCET , BHILAI

32


44%

NUCLEAR 56%

JOINT

Interpretation:-

Majority of the respondents i.e., 56% have nuclear family.

7. Awareness of the people about Reebok Shoes. Awareness Yes No

No. Of respondents 89 11

Percentage 89% 11%

Awareness

RCET , BHILAI

33


11%

yes no 89%

Interpretation:-

Majority of the respondent’s i.e., 89% are aware about Reebok shoes.

8. Sources of information SOURCES

NO. OF RESPONDE NT

PERCENTAG E

ADVERTISMENT

20

COMPANY OUTLET

17

18%

RELATIVE

11

12%

FRIENDS

68

74%

OTHERS

10

RCET , BHILAI

22 %

11%

34


s o u rc e o f in fo rm a tio n 80 70 60 n o .o f 5 0 r e s p o n d4e0n 30 t 20 10 0

no . o f re sp o nd e nt p e rc e nta g e

a d v e r tis n e mig eh nbrteo ulartivf reie n dost h e r s

so urces

Interpretation:-

Majority of the respondents i.e. 74% have acquired the information Regarding the Reebok shoes is from friends.

9. Influencing Factors

Factors

No.Of respondents

Percentage

Quality

52

23%

Durability

15

7%

Price

68

30%

Brand Name

42

18%

RCET , BHILAI

35

“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city” Reference opinion

38

15%

Others

15

7%

Influencing Factors 7% 17%

Quality Durability

22% Price 7%

18%

Brand Name Reference opinion Others

29%

Interpretation: Price is the main influencing factor followed by quality & brand name.

10. Branded shoes respondent Response

No. of respondents

Yes

85

No

15

Graph

RCET , BHILAI

36


15%

Yes No

85%

Interpretation Majority respondents have a branded shoes i.g. -85%

11. Purchase shoes By purchase

No. of respondents

By cash

89

By gofts

11

Graph

RCET , BHILAI

37


11% bycash bygifts 89%

Interpretation Majority of source of purchasing is the by cash i.g.- 89%

12. Quality of the shoes Response

No. of respondents

Excellent

83

Good

10

Satisfactory

7

poor

0

Graph RCET , BHILAI

38


10%

7%

0% excellent good satisfactory poor 83%

Interpretation Majority is the Excellence i.g. – 83%

13. Response to suggest purchase this brand response

No. of respondents

Yes

80

No

20

Graph

RCET , BHILAI

39


20%

Yes No

80%

Interpretation Majority of response is the Yes 80%

RCET , BHILAI

40


FINDING AND CONCLUSION

1.Finding and conclusion 1. Majority of the customers i.e.(89%) are aware about Reebok shoes. 2. Friends i.e.(74%)is the most important source through which customers came to know about Reebok shoes. 3. Price i.e.(30%) & quality i.e.(23%)are the factors which influence the customers to purchase Reebok shoes. 4. Reebok i.e.(76%) is the most preferred brand of sports shoes in Bhilai

city city RCET , BHILAI

41


RCET , BHILAI

42


SUGGESTION AND RECOMMEDATI ON

1. SUGGESTIONS AND RECOMMEDATION



There are still efforts are needed to make people aware about Reebok shoes.



Reebok Company must provide after sale service to their customers.

RCET , BHILAI

43

“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city”  Companies shall introduce or increase the range of their product in respect of price so

that a lower middle class people may also afford to have Reebok shoes.

RCET , BHILAI

44


BIBLIOGRA PHY

1. BIBLIOGRAPHY

Marketing Management - Philip Kotler Research Methodology - C.R.Kothari

RCET , BHILAI

45


2.WEBLIOGRAPHY www.kicksneakershoes.com

http://www.mouthshut.com/review/old-recent-reviews.php http://www.reebok.com

RCET , BHILAI

46


RCET , BHILAI

47


ANNEXU RE

Questionnaires Dear Sir/Madam, We are conducting a survey entitled ““A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city” which is part of my academic curriculum. I need your help in this study. Kindly provide me your valuable opinion by filling this questionnaire. The information obtained by this questionnaire will be kept strictly confidential and will be used for academic purpose.

Gajendra narsingh MBA-2nd Sem. 1. Age RCET , BHILAI

48

“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city” i.

>20 year

[ ]

ii. 21-29 year

[ ]

iv. 40 year <

iii. 30-39 year 2.

[ ]

Gender i.

Male

[ ]

3. Marital Status: ii. Married Unmarried

ii. Female

[ ]

[ ]

ii.

[ ]

4. Nature of family i. Nuclear family [ ] ]

ii. Joint family

5. Educational Qualification: i. HSC iii.Post Graduate (Specify)_____________. i.

[ ]

[ ] [ ]

[

ii. Graduate iv Others

[ ]

6. Employment Status: Employed [ ] ii. Business iii. Unemployed [ ] IV. Student v. other (specify) ……………………………………………………………………………… 7. Monthly Income: i. >5,000 10,000 [ ] Iii. 10,000 – 15,000 [ ] 8.

[ ]

[ ] [ ]

ii. 5,000 –

[ ]

iv. 15,000 <

Are you aware about Branded shoes? i. Yes

[ ]

ii. No

[ ]

9. If Yes, What are the brands? i. Adidas ii. Nike

[ ]

ii. Reebok [ ]

[ ]

iv. Lee Cooper

[

] v. Others (Specify)___________________ 10.What are the sources through which you came to know about Branded Shoes? i. Advertisement iii. Relatives

[ ] [ ]

ii. Company Outlet iv. Friends

[ ] [ ]

v. Other (Specify)____________________. RCET , BHILAI

49

“A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city” 11.Do you have Branded Shoe? i. Yes

[ ]

ii. No

[ ] a. If Yes, When did you purchase it? Specify _______________________________________. b. Which brand of Shoe do you have? Specify _______________________________________. 12.How did you Purchase the Shoe? i. By Cash

[ ]

ii. By Gift

[ ] iii Others (Specify)___________ 13. What are the factors that influence you to purchase Branded Shoe? i. Quality of service

[ ]

ii.Durability

[ ] iii. Price Name

[ ]

iv. Brand

[ ] v. Others (Specify)_____________

14.What do you think about the quality of your shoe? i. Excellent [ ] iii. Satisfactory Poor [ ]

[ ]

ii. Good [ ]

IV

15.Would you suggest others to purchase the brand of Shoe which you have purchased? i. Yes

[ ]

ii. No

[ ] 16.What features do you think should be added for further improvement in Reebok Shoe? __________________________________________________________________ Place : Date: (Signature)

RCET , BHILAI

50


Brand ambassador of Reebok shoes

RCET , BHILAI

51

A Study of Customer Perception Towards Reebok Shoes –A Special Reference to Bhilai city

Recommend Documents