A study on popularity of branded

shoes among the youth

The American Marketing Association (AMA) defines a

brand as a "name, term, sign, symbol or design, or a
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 makes 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.
The objectives that a good brand will achieve
includes:

Delivers the message clearly

Confirms your credibility
Connects your target prospects emotionally
Motivates the buyer
Concretes User Loyalty

OBJECTIVES OF THIS RESEARCH :

1. To study the status made through Branded Sport

Shoes in the society.
2. To evaluate whether Brand Name affects the Buying
Behaviour of the Youth towards Sports Shoes.
3. The study aims at the popularity of Sport Shoes
among the Youth.
4. To examine whether the Youth is satisfied with the
Brand and Quality(REEBOK, ADIDAS, PUMA, NIKE)
or only quality sports shoes offered by a basic
company(LIBERTY, BATA, ACTION).
5. To study the mentality of Indian consumers towards
Branding.

HYPOTHESIS:
1. Youth love wearing Sport Shoes.

2. Youth look for Brand which is suitable for their

Pockets.
3. Buying behaviour of Youth is affected by Brand
name.
4. Youth prefer NIKE mostly from all the other Brands
of Sports Shoes.
5. Youth may also go for duplicate Shoes to some
extend.

BRAN
D...
SAMPLE SIZE:
Topic allotted to me is A STUDY ON INFLUENCE OF
BRANDED SHOES ON BUYING BEHAVIOUR OF
YOUTH. For a proper and satisfying research, I
chose the Sample Size of 100 Youngsters
(respondents). These Youngsters are from the age
group of 16 Years to 30 years including both boys
and girls.As my topic demanded, some students
and Job freshers were my respondents.

b
Question1: Do you like wearing Sports Shoes?
Particulars
Yes
No
Total

No. of Responses
85
15
100

Percentage
85
15
100

RESPONSES

YES

NO

According to the research, 85% of youngsters prefer

wearing sports shoes and 15% of youngsters do not
prefer wearing sports shoes.

Question 2: How many pairs of Sports Shoes do you own?

Particulars
1
2
3
More
Total

No. of Responses
40
35
15
10
100

Percentage
40
35
15
10
100

RESPONSES

MORE

According to the results we can make out that all the

respondents own atleast one pair of sports shoes
irrespective of their liking or disliking towards them.

Particulars
No. of Responses
Percentage
Style
5
5
Brand
10
10
Quality
20
20
Price
5
5
Comfortability
13
13
Durability
16
16
Weight
17
17
After Sale Service
4
4
Discounts
10
10
Total
100
100
Question 3: While purchasing Sports Shoes what aspects
do you consider?

RESPONSES
STYLE
QUALITY
COMFORTABILTY
WEIGHT

BRAND
PRICE
DURABILITY
AFTER SALE
SERVICES

DISCOUNTS

Maximum youngsters prefer shoes according to QUALITY.

Question 4: Which Sports Shoes brand do you prefer the
most?
Particulars
Adidas
Reebok
Puma
Nike
Others
Total

No. of Responses
28
17
21
33
5
100

Percentage
28
17
21
33
5
100

RESPONSES

ADIDAS

REEBOK

PUMA

NIKE

OTHERS

According to the results, NIKE is one the most favorite

and preferable Sport Shoe brand among youngsters.
Question 5: Is your favorite brand satisfying you with all
the aspects?
Particulars
Yes
No
Total

No. of Responses
87
13
100

Percentage
87
13
100

RESPONSES

YES

NO

According to the research, 87% of youngsters are

satisfied with whatever brand they are currently buying
where most of them prefer NIKE.

Question 6: Why do you prefer and trust your favorite

Brand?
Particulars
Style
Status
Prices
Comfort
Discount
Quality
Total

No. of Responses
15
15
7
33
5
25
100

Percentage
15
15
7
33
5
25
100

RESPONSES
STYLE
STATUS
PRICES
COMFORT
DISCOUNT
QUALITY

Most of the youngsters are Brand loyal because

their Brand provides them comfortability.
Question 7: What Brand do you think competes the
best with your Brand?
Particulars

No. of Responses

Percentage

Puma
Adidas

14
24

14
24

Nike
Fila

21
10

21
10

Reebok
Others

26
5

26
5

Total

100

100

RESPONSES
PUMA
ADIDAS
NIKE
FILA
REEBOK
OTHERS

Most of the youngsters think that REEBOK is a

brand which competes with their preferred brand
the most.
Question 8: Does the Brand of the shoe matters to
you?
Particulars
Yes
No
Total

No. of Responses
70
30
100

Percentage
70
30
100

RESPONSES

YES
NO

Well, the research clearly proves that Brand Name

matters to youngsters when they opt for Sport
Shoes.
Question 9: Would you prefer duplicate show with better
Designs, Discounts and Prices?
Particulars
Yes
No
Total

No. of Responses
38
62
100

Percentage
38
62
100

RESPONSES

YES
NO

62% Of the youngsters will not buy duplicate shoes

with better designs and discount, but 38%
youngsters may prefer duplicate shoes if better
discounts and designs are offered.
Question 10. Your buying behaviour towards the
Brand is because of the celebrities used to
advertise them or your peers?
Particulars
Yes
No
Maybe
Total

No. of Responses
35
45
20
100

Percentage
35
45
20
100

RESPONSES

YES
NO
MAYBE

We can make out youngsters are not Brand loyal

because of their friends, society and the celebrities
used, but still to some extent they are.

CONCLUSION:
The findings suggest that Indian youth prefers brands
which symbolize quality; this is because Indian markets
are still dominated by unbranded products from
unorganized market. Wearing branded products is
considered a luxury in India as exposure to using branded
products is very low in the country. Indian urban youths
values are a fusion of western and eastern culture and
should not be generalized.
H
From this
research we can clearly make out that India youth buy
Branded shoes only as it satisfies them with the quality
and status in the society and among their friends.

Buying Behaviour of a youngster is obviously

influenced by the brand name through some or the other
reason. Mostly many youths preferred NIKE stating its
most competitive brand ad REEBOK.
HYPOTHESIS which I prepared before
stated that Youth prefer NIKE mostly from all
the other Brands of Sports Shoes
which has been proved right after conducting the
research. Where I also put down a Hypothesis
saying Buying behaviour of Youth is affected
by Brand name this also has been proved right.
Whereas one hypothesis was proved wrong that
Youth may also go for duplicate Shoes to
some extend. After the result not many of the
student would prefer duplicate shoes.

RECOMMENDATION:

A youngsters life is very rough life, usually

unscheduled without any planning or budgeting.
In other words anything expensive cannot be
afforded by youth easily, especially students. Still
they want to look their best. So according to me if
a youngster wears a duplicate sport shoe instead
of branded ones, it will fit his pocket plus satisfy
him with styles, quality (at times) and discounts
too.
Duplicate shoes do not put you down in the society
at all. A youth without a brand is treated equally.
Its just what the genext has started thinking is
brand. For them trend is brand. So anyhow they
manage buying branded shoes, clothes, cellphones

etc to show off in the society. THUS, according to

branding plays a huge role in influencing a youths
buying behaviour.

SOURCES OF HELP:
100 respondents who participated in this
research.
www.google.com
www.learnmarketing.net