CHAPTER-1

INTRODUCTION

Customer satisfaction, a term frequently used in marketing is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction
goals." In a survey of nearly 200 senior marketing managers, 71 percent responded that they
found a customer satisfaction metric very useful in managing and monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy

Purpose of consumer satisfaction

Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty.
Customer satisfaction data are among the most frequently collected indicators of market
perceptions. Their principal use is twofold:

1. Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the company’s goods and services.

2. Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will
make further purchases in the future.

Much research has focused on the relationship between customer satisfaction and
retention. Studies indicate that the ramifications of satisfaction are most strongly realized
at the extremes.

1
Types of consumer satisfaction

Customer satisfaction is a key component of a good business, and the only way to accurately
gauge customer satisfaction is using some type of customer satisfaction measurement, often a
survey. Surveys allow your business to learn from how the actual customer is experiencing your
business, rather than simply relying on what your subjective eyes and ears tell you. Customer
satisfaction surveys come in several different shapes and styles, and most companies come up
with their own unique way of gauging satisfaction accurately. Satisfaction for an insurance
company, for example, may not be the same as satisfaction at a grocery store. The type of
business, client list, etc., all change satisfaction results. Yet in general, most surveys fall under
two categories:
 Direct Transaction Surveys

This type of customer satisfaction survey is immediate, and is designed to gauge how the
customer viewed a very specific transaction – namely, the transaction that (hopefully)
immediately preceded filling out the survey. These surveys are not necessarily interested in your
overall opinion of the company. They are primarily concerned with your most recent transaction.
 Overall Satisfaction Surveys

Sometimes referred to as “relationship surveys,” these surveys are designed to gauge how the
customer feels about the company in general, based on a combination of all of their experiences
and any additional factors that may affect that result.
Causes of consumer satisfaction
Satisfaction or dissatisfaction of consumers are not easily assessed by the manufacturer or
service provider, because it is abstract and intangible. The cause was very much.
So it is very difficult to satisfy consumers. But it must still exist efforts to achieve customer
satisfaction. Following the identification of the causal factors of customer satisfaction:
 Hope

Expectations are formed first before making a purchase. This component is a sought after
consumers about the benefits of your products or services in performing their duties. These
consumers form expectations based on the experience of the use of such products or services,
word of mouth communications, marketing activities of the company.

2
  The results obtained products or services

The results obtained products or services are products or services in carrying out their duties in
the reality or perception of it can be said is a measure of consumers in the results achieved by the
product or service. Consumer satisfaction is achieved when products meet or exceed the
expectations that consumers want, while dissatisfaction is achieved when the product under the
chill of consumer expectations.
Satisfaction or dissatisfaction of buyers affects subsequent behaviour. Consumers who are
dissatisfied will perform different actions with satisfied customers. Consumers who are
dissatisfied will reduce the mismatch by taking some action as a direct protest to the seller,
complained to the consumer complaint agency, spreading bad impression to their friends about a
product or company or the retailer to ultimately stop the actions of the company’s purchase of
products or vendors that concerned.

Effect of Customer Satisfaction on Profitability

Customer satisfaction does have a positive effect on an organisation’s profitability. Satisfied
customers form the foundation of any successful business as customer satisfaction leads to repeat
purchase, brand loyalty, and positive word of mouth. There are numerous studies that have
looked at the impact of customer satisfaction on repeat purchase, loyalty and retention. They all
convey a similar message in that:

 Satisfied customers are most likely to share their experiences with other people to the
order of perhaps five or six people. Equally well, dissatisfied customers are more likely to
tell another ten people of their unfortunate experience.
 Furthermore, 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 that dealing with customer satisfaction/complaint is costly, they
need to realize that it costs as much as 25 percent more to recruit new customers”

Effect of Customer Satisfaction on Customer Loyalty

Having satisfied customers is not enough, there has to be extremely satisfied customers. This is
because customer satisfaction must lead to customer loyalty. Building customer loyalty is not a

3
choice any longer with businesses: it’s the only way of building sustainable competitive
advantage. Building loyalty with key customers has become a core marketing objective shared
by key players in all industries catering to business customers. The strategic imperatives for
building a loyal customer base are as:
 Focus on key customers
 Proactively generate high level of customer satisfaction with every interaction.
 Anticipate customer needs and respond to them before the competition does Build closer
ties with customers.
 Create a value perception.

There is an increasing recognition that the ultimate objective of customer satisfaction

measurement should be customer loyalty. High customer satisfaction will result in increased
loyalty for the firm and that customers will be less prone to overtures from competition.
Customer satisfaction, a business term, is a measure of how products and services supplied by a
company meet or surpass customer expectation. It is seen as a key performance indicator within
business and is part of the four perspectives of a Balanced Scorecard. In a competitive
marketplace where businesses compete for customers, customer satisfaction is seen as a key
differentiator and increasingly has become a key element of business strategy. There is a
substantial body of empirical literature that establishes the benefits of customer satisfaction for
firms.

Measuring Customer Satisfaction:

Organizations are increasingly interested in retaining existing customers while targeting non-
customers; measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace. Customer satisfaction is
an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will
vary from person to person and product/service to product/service. The state of satisfaction
depends on a number of both psychological and physical variables which correlate with
satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary
depending on other options the customer may have and other products against which the

4
customer can compare the organization's products. Because satisfaction is basically a
psychological state, care should be taken in the effort of quantitative measurement, although a
large quantity of research in this area has recently been developed. Work done by Berry, Border
between 1990 and 1998 defined ten 'Quality Values' which influence satisfaction behaviour,
further expanded by Berry in 2002 and known as the ten domains of satisfaction. These ten
domains of satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access,
Environment, Inter-departmental Teamwork, Front line Service Behaviours’, Commitment to the
Customer and Innovation. These factors are emphasized for continuous improvement and
organizational change measurement and are most often utilized to develop the architecture for
satisfaction measurement as an integrated model. Work done by Parasuraman, Zenithal and
Berry between 1985 and 1988 provides the basis for the measurement of customer satisfaction
with a service by using the gap between the customer's expectation of performance and their
perceived experience of performance. This provides the measurer with a satisfaction "gap" which
is objective and quantitative in nature. Work done by Cronin and Taylor propose the
"confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman,
Zenithal and Berry as two different measures (perception and expectation of performance) into a
single measurement of performance according to expectation.
According to Garboard, customer satisfaction equals perception of performance divided by
expectation of performance. The usual measures of customer satisfaction involve a survey with a
set of statements using a Liker Technique or scale. The customer is asked to evaluate each
statement and in term of their perception and expectation of performance of the organization
being measured.
Adidas had highest customer satisfaction index in 2007
Adidas obtained the highest customer satisfaction index in the telecommunications sector in
2007 .Adidas achieved a satisfaction index of 74.4 (on a scale of 0 to 100), the highest score of
all the companies in the Portuguese telecommunications market and consider ably above the
sector average of 67.6
In the report Adidas is ranked in first place in all the indicators included in the survey:
Satisfaction with the operator, Image that customers have of the operator, Customer
Expectations, Perceived Quality of the operator's network and services, Perceived Value for
Money, Complaints received and their handling, and Loyalty of customers to their operator

5
 ADIDAS INTRODUCTION

Adidas, a German multinational corporation that design and manufactures sports clothing and
accessories Adidas is the largest sport-wear manufacturer in Germany and Europe and the
second biggest sportswear manufacturer in the world.

Besides sports footwear, Adidas also produces other products such as bags, shirts, watches,
Eye wear, and other sports- and clothing-related goods. Adidas was formed by German sports apparel
by the founder Adidas during the 1920’s “For over 80 sports footwear, apparel and accessories. Today,
Adidas is a global leader not only in the shoe industry, but years, Adidas has been part of the world
of sports on every level, delivering state-of-the-art also in the sporting goods industry. Shoes from the
Adidas are available in virtually every country of the world.
.Besides sports footwear, the company also produces other products such as bags, shirts, watches, eye
wear and other sports and clothing-related goods.
The company is the largest sportswear manufacturer in Europe and the second biggest
sportswear manufacturer in the world, after its American rival Nike. The company’s clothing and

6
Shoe design typically involve three parallel stripes of the same colon and the same motive is
Adidas currently manufactures several running and lifestyle shoes, including the Energy-boost,
and the spring-blade trainers, among others. The brand has built a strong runners network within
big European capitals such as Paris "Boost Energy League". In 2016 the 3rd season will be
launch. In Paris, the Boost Energy League gathers 11 teams representing different districts of
Paris.
Adidas is one of the highest regarded brands in the sports-and lifestyle industry With tremendous
consumer acceptance and admiration. Consumer tests have shown that people wearing Adidas
felt more comfortable and were able to show a higher performance – even if the products were
counterfeit products with the Adidas logo (so-called placebo-effect) (WDR, 2012). For a
company it is essential to understand the essence of its brand and the experiences consumers
have with it. But is there a way to measure the brand experience of the consumers? And if so, is
It connected to consumer satisfaction and consumer loyalty? Brakus et al. (2009) aim to explain
brand experience and have invented a model to measure it. they have shown that brand
experience positively affects consumer Satisfaction and loyalty. In addition, they have developed
an empirically validated Brand experience scale based on the dimensions sensory, affective,
intellectual and behavioral. The scale is meaningful in academic research, but even more
important “as marketers engage in projects to understand and improve the experience their brand
provides for their customers, they can use the scale for assessment, planning, and tracking
purposes” (Brakus et al. 2009). It however leaves the question behind whether their model can be
validated by further studies and whether the model can still be improved. The is article attempts
to examine the relationship between Brakus et al.’s (2009) four brand experience dimensions and
customer satisfaction and loyalty for the Adidas brand. However, the findings of this research
reveal that, when applied to the Adidas brand, the questions developed by Brakus et al. (2009)
encompass some short-comings and return biased results. In this paper the model will be
modified making it more descriptive. Then the modified model will be tested on a survey About
the brand experience of Adidas, examining its relation to brand personality, Consumer
satisfaction and consumer loyalty.
But the history of Adidas has not always been marked by continuous growth; there have also
been turbulent times. In the mid-1980s, markets across industries were

7
facing increasing competition and price pressures due to the globalization of the world economy.
Back then, Adidas decided to take a major strategic and organizational decision, moving away
from its focus on product manufacturing towards a strong focus on brand marketing.
Manufacturing was to a large extent
outsourced to third party suppliers in cheaper labour countries. In order to keep up with its main
competitors, Adidas also started to look for take-over opportunities in
the market and acquired the companies TaylorMade and Reebok (in 1997 and 2005).
To better understand the development of the mi-Adidas mass customization business outlined in
the following section, we need to consider the sales channel mix at Adidas. In the sportswear
industry in major markets, there has always been a strong market presence of large resellers and
retail chains (e.g., Inters port, Foot Locker, and Decathlon) which operate large numbers of
distributed stores and sell products of many different sports brands. Adidas today still makes the
majority of sales through this reseller / wholesale channel. But over time Adidas has established
other sales formats with a more direct control: Own retail stores operated by Adidas itself, mono-
branded franchise stores, shop-in shops, co-branded stores with sports organizations and other
brands, and joint ventures with selected retail partners. With these formats, Adidas has a higher
influence on the product offering and the product presentation at the point of sale, thereby being
able to strengthen its brand and grow revenues. As stated in the 2011 annual report, Adidas
intends to further increase its controlled space initiatives from currently 36% of Group sales
towards 45% in the next four years, especially by expanding own retail stores and mono branded
franchise stores. Besides wholesale and retail, Adidas is also focusing on the online channel.
Some 10 years ago, e-commerce was not seen as relevant, and only in the US market Adidas
offered its products in its own web-shop. In Europe, e-commerce was even stopped after a trial
phase in 2001. It took until 2008 that e-commerce was re-introduced to the European market and
other markets subsequently. In the future the relevance of e-commerce is expected to further
increase: E-commerce has been defined as the third major sales channel as part of the strategic
business plan and is supposed to be systematically expanded in the next years.

8
MISSION AND VISION
VISION:
To nurture a financially strong, growth oriented group through leadership and innovation and to widen future
Options by entering newly emerging industries where the potential seems enormous. We as a group’s hall
Continue to seek opportunities where we can leverage our resources.
MISION:
Mission at action group they mission to work together, respecting each other,
Our skills and knowledge to:
Build higher quality of products and services continually strive to enhance customer satisfaction retention and
loyalty. Gain a competitive advantage and larger market share.
Elimination of scrap, waste, defects and errors. To create angriest place to work.
Be welcomed in the communities in which we operate.
VALUES:
How we accomplish our, mission is an important as mission itself .Fundamentals to success for the company
are the basic values .Team work .Learning and innovation energy and passion employee involvement in
process improvement .Integrity and accountability.

BRAND VLUE

Brand value and strategy of Adidas Ag a leading producer of sports appeal 2006; Adidas owned another big
brand Reebok for more than 3 .5 million dollars.
The brand value of Adidas Ag, leading leisure wear, sports. Footwear and equipment procedure across the
globe is currently almost 2478 million dollars. The company brand name is Adidas and it is displayed with a
trefoil logo.
This logo a very popular one is a signature of Adidas Brand. it had been launched in 1972. In 2006 Adidas
acquired the Reebok brand FOR 3.8 MILLION DOLLARS. .In 2007 Adidas repositioned its Reebok brand to
attract customers of aesthetics apparel. Moreover the company adopte3d several brand to expand its brand
name. Adidas has a given a lot of emphasis on advertising. The strong brand management has successfully
branded the company over the world.
.

9
 Chapter-2
Literature Review
30 years ago Holbrook and Hirschman (1982) published their “iconic paper” (Tynan and
McKenzie, 2009) “Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and
Fun”. Authors indented new consumption behaviours “that relate to the multi-sensory, fantasy,
and emotive aspects of product use” (Holbrook and Hirschman, 1982). Yet claim that the
existing theory of the rational consumer needs to be supplemented by emotional components of
buying behaviour. it is pioneering article launched an academic debate and encouraged further
research on this subject. Since then, experience marketing has established itself within marketing
theory and nowadays plays an essential role within consumer marketing.• e grounds for this
growing phenomenon are based on three reasons: Firstly, overexposure to advertising from
traditional media channels forces communication to focus on new ways to gain consumers’
attention and reach them with their messages (Mortimer, 2009). Secondly, globalization and
saturation of markets hassled to ere competition for limited market share and increased level of
competition is driven by the fact that functional product benefit are becoming interchangeable
which makes it more di! Cult for companies to differentiate on functional product features
(Fransen and Lodder, 2010). Pine and Gilmore (1998) claim that since “goods and services
become commoditized, the customer experiences that companies create will matter most”.
Consumers with more hedonistic lifestyles are seeking consumption that recognizes their need of
new and exciting experiences (Fransen and Lodder, 2010). Although experience-based marketing
has received continuous attention, there is no common definition or usage of a dominant term.
Several terms have been proposed, such as “experiential consumption” (Addis and Holbrook,
2001; Lofman, 1991), “experience marketing” (Pine and Gilmore, 1998), “experiential
marketing”(Schmitt, 1999) or “brand experience” (Brakus et al. 2009). Brakus et al. (2009)
define brand experience as “subjective, internal consumer responses (sensations, feelings, and
cognitions) and behavioural responses evoked by brand-related stimuli that are part of a brand’s
design and identity, packaging, communications, and environments”. Various studies have
analyzed the effect of experience marketing and tried to measure its outcomes. Fransen and
Lodder (2010) have empirically examined the effects of experience marketing communication
tools on consumer responses, and identified a positive in" hence on brand attitude and brand
relation. Tsars et al.(2006) in their study on the Taipei Zoo that experiences have positive effects

10
on emotion and emotion has a positive effect on the behavioural intention through the means of
satisfaction. Brakus et al. (2009) company “brand experience affects consumer satisfaction and
loyalty directly and indirectly through brand personality associations”. Sands et al. (2008) found
that in-store experiential events positively in" hence perceived shopping value and shopping
behaviour intention. In addition to analyzing the impact of experience marketing, various e€ orts
have been made to develop operational typologies for experiences. “Ease dimensions provide a
frame-work by which companies and brands can engage consumers in an experiential manner”
(Sands et al. 2008). Pine and Gilmore (1998) sort experiences into four broad categories ac-
cording to where they fall along the spectra of the two dimensions “level of active/passive
participation” and “level of immersion versus absorption”: the entertainment, educational,
aesthetic and escapist realm. Seared well suited to analyze to explore retail settings (Sands et al.
2008). Schmitt (1999) indented have different types of experiences: sensory experiences
(SENSE), affective experiences (FEEL), creative cognitive experiences (THINK), physical
experiences, behaviours and lifestyles (ACT) and social-identity experiences that result from
relating to a reference group or culture (RELATE). •ease categories are especially suitable to
create brand experiences (Sands et al. 2008). Brakus et al. (2009) constructed a brand experience
scale with four dimensions: sensory, affective, behavioural and intellectual. In contrast to Pine
and Gilmore (1998) and Schmitt (1999), Brakus et al. (2009) did not derive their four factors
from literature, but gathered them by empirical evidence through explorative and conmatory
factor analysis.
In addition to the factor analysis, six further studies were conducted to prove the reliability of the
scale. In conceptualizing brand experience, Brakus et al. (2009) concluded that brand experience
is shaped by brand-related stimuli that constitute “subjective, internal consumer responses”, such
as sensations, feelings and cognitions, as well as behavioural responses. They began with have
dimensions selected through literature review, namely, sensory, affective, intellectual,
behavioural and social. rough data collection and analysis the authors reduced their findings to
four dimensions – sensory, affective, behavioural, and intellectual. As Figure 1 depicts, each of
the four dimensions are tested by three items, to gauge the intensity of the consumers’ brand
experience. the research findings also led the authors to conclude that “brand experience seems
to be a stronger predictor of actual buying behaviour” compared to brand personality, a more
effective measure of customer satisfaction (Brakus et al. 2009).Brakus et al. (2009) provide a

11
well-defined framework from which more conrmatory research can be conducted to measure the
intensity of consumers’ experience with brands and its effect on satisfaction and loyalty. Should
this framework prove to be valid and consistent after further testing, the implications for
marketing practitioners could be significant. Not only would it lend credence to brand experience
as an independent attribute of the brand construct, moreover, the linkage between brand
experience dimensions and loyalty could help marketers improve customer retention. In addition,
the brand scale with the four dimensions would give significant guidance on how to create and
measure brand experience. This report attempts to validate the relationship between the four
brand experience dimensions – sensory, affective, behavioural, and intellectual – and customer
satisfaction and loyalty.

12
 Chapter-3
Research Methodology
Need of the Study

Consumer attitude gives both difficulty and development to the company. Now, Consumers have
lot of interest regarding the Adidas products and also they having awareness about Adidas
product attributes. Here, the Adidas companies need to understand the consumer attitude on
cosmetics buying behaviour which brings success of the company. This study focuses on the
factors that affect the buying decisions of consumers. This research objective is to get reliable
and valid results that helps to the company in planning their future activities and marketing
strategies.
Objectives:- The objective of the present study is to factor affecting the purchase of Adidas
products

Research Questions:
1. Which type of shoes do you like to wear?
2. Are you aware about the following brand of shoes?
3. Which brand does you like the most?
4. How do you get aware of Adidas?
5. From where do you like to purchase Adidas brand shoes?
6. Do you think advertisement affect your purchasing decision?
7. What features of Adidas you like while purchasing?

Methodology
The research design adopted for the study is descriptive in nature. To collect the required
primary data, a well structured questionnaire has been personally administered and collected
from the people who are residing in Delhi city. For measuring the basic information about the
use of cosmetic products multiple choice questions have been asked in the questionnaire, and for
measuring the consumer attitude towards various factors of cosmetic products, 5-point likert
scale has been used. On the basis of simple random sampling method, 150 questionnaires have
been issued to the respondents who are using cosmetic products. Out of 150 questionnaires

13
distributed, 100 filled-in questionnaires were returned from the respondents in which 50
questionnaires are found to be invalid.

Limitations of the Study:

While surveying I encounter with some problems like:

 In some of the retail showrooms it is not allowed to get the questionnaire filled.
 Many of the respondents were not willing to fill the questionnaire.
 Another problem which I faced difficulties in collecting information regarding our
questionnaire.
 Another problem o face was that people were hesitating to give information about the
reviews freely.
 Stringent rules of labeling in the developed country markets have adversely affected growth
in export trade.

14
 CHAPTER-4
DATA ANALYSIS
Table No. 1: Gender wise distribution of sample
Gender No. of the respondents % of the respondents
Male 60 60%
Female 40 40%

Figure-1: Gender wise distribution of sample

male female

40%

60%

Data interpretation:-
This pie chart shows that 60% are male and 40% are females.
.

15
Table-2 Age wise distribution of sample
Age No. of the respondents % of the respondents
0-20 30 30%
20-30 40 40%
30-40 30 30%

Figure-2 Age wise distribution of sample

0-20 20-30 30-40

30% 30%

40%

Data interpretation:-
Under this analysis, most of the persons are in the age of 30 to 40.The percentage shows 40%.

16
Table-3 Occupation wise distribution of sample
Occupation No. of the respondents % of the respondents
Students 50 50%
Employed 20 20%
Unemployed 30 30%

Figure-3 Occupation wise distribution of sample

student employed unemployed

30%

50%

20%

Data interpretation:-
This pie chart shows that 50% are the students, 20% are employed and 30% are unemployed.

17
Table-4. Which type of shoes do you like to wear?
Type of shoes No. of the respondents % of the respondents
Formal 20 20%
Sports 40 40%
Casual 20 20%
Other 20 20%

Figure-4 Which type of shoes do you like to wear?

formal sports casual other

20% 20%

20%

40%

Data interpretation:-
it is observed that 40% of the respondents like to wear sports shoes,20% like to casual shoes and
only 20 % respondents like to wear formal and other shoes.
.

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Table-5. Are you aware about the following brand of shoes?
Brand of shoes No. of the respondents % of the respondents
Nike 10 10%
Adidas 40 40%
Action 15 15%
Reebok 20 20%
Others 15 15%

Figure-5 Are you aware about the following brand of shoes?

nike Adidas action reebok other

10%
15%

20%

40%

15%

Data interpretation:-
This pie chart represents that Adidas is mostly used by respondents about 40%,20% is used by
Reebeok,15% respondents use Action and others.

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Table -6. The brands preferred by Customers
Brand preferred by customers No. of the respondents % of the respondents
Nike 40 40%
Adidas 30 30%
Action 10 10%
Reebok 10 10%
Others 10 10%

Figure-6 The brands preferred by Customers

nike adidas action reebok other

10%

10%
40%

10%

30%

Data interpretation:-
It is observed that 40% of the respondents Nike brand shoes preferred,30% of the respondents
Adidas shoes preferred and only 10% of the respondents action rebook and other shoes preferred.
.

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Table-7. How do you get aware of Adidas?
Aware about Adidas No. of the respondents % of the respondents
Advertisement 40 40%
Sales person 20 20%
Friends 30 30%
Exclusive 10 10%

Figure-7 How do you get aware of Adidas?

advertisment sales person friends exclusive

10%

40%

30%

20%

Data interpretation:-
.
This pie chart shows me that people get aware of products by40% Advertisement ,30% by
friends and 20% by others and 10 by exclusive.

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Table-8 From where do you like to purchase Adidas brand shoes?
Purchase of Adidas shoes No. of the respondents % of the respondents
Departmental 70 70%
Ordinary shops 10 10%
Exclusive rooms 10 10%
Others 10 10%

Figure-8 From where do you like to purchase Adidas brand shoes?

departmental shoes oridinary exclusive rooms other

10%

10%

10%

70%

Data interpretation:-.
The customers like to purchase adidas most from departmental about 70%.some customers from
ordinary shops about 10% ,10% from exclusive rooms and10% are buy from others.

22
Table-9. Do you think advertisement affect your purchasing decision?
Effects No. of the respondents % of the respondents
Yes 60 60%
No 40 40%

Figure-9 Do you think advertisement affect your purchasing decision?

yes no

40%

60%

Data interpretation:-.
It shows us that 60% of customers get affected by advertisement and 40% are not.
.

23
Table-10. How often do you buy Adidas product?
Time No. of the respondents % of the respondents
Once a year 41 41%
Twice a year 42 42%
Thrice a year 17 17%

Figure-10. How often do you buy Adidas product?

once a year twice a years thrice a years

17%

41%

42%

Data interpretation:-
Most of the customers about 41% buy Adidas products once a year and 42% buy products twice
a year and 17% buy thrice a year.

24
Table-11. What features of Adidas you like while purchasing?
Like No. of the respondents % of the respondents
Colour 20 20%
Style 50 50%
Trendy 10 10%
Others 20 20%

Figure-11 what features of Adidas you like while purchasing?

color style trendy others

20% 20%

10%

50%

Data interpretation:-
The pie chart shows us that 50% of the customers like shoes, 20% like clothes to wear, 10% like bags,10%
like wallet and 10% like others.
.

25
Table-12. What product Adidas offer?
Offers Adidas products No. of the respondents % of the respondents
Clothes 20 20%
Shoes 50 50%
Bags 10 10%
Wallet 10 10%
Other 10 10%

Figure-12 what product Adidas offer?

clothes shoes wallet bags others

10%
20%
10%

10%

50%

Data interpretation:-
The pie chart shows us that 50% of the customers like shoes, 20% like clothes to wear, 10% like bags,10%
like wallet and 10% like others.

26
 Chapter-5
Findings, Recommendations & Conclusion
Findings
1. Majority of male respondents are using Adidas.
2. Most of the student’s respondents are like to wear Adidas shoes. And etc products of Adidas
3. Maximum respondents like to wear sports shoes, &minimum respondents like the formal shoes,
casual.
4. Majority of the respondents are like Adidas shoes, and minimum respondents are like Reebok,
& Nike shoes
5. Majority of the respondents are aware Adidas shoes and products by Advertisement, maximum of
the respondents by friends and minimum by others and exclusive.
6. Most of the customers like to purchase Adidas from departmental.
7. Majority of customers get affected by advertisement and minimum are not affected.
8. Maximum of customers like the style of the Adidas ,Minimum like color, others and like trendy
9. Majority of the respondents like Adidas shoes, maximum like Adidas clothes to wear, minimum like Adidas
bags & wallet.

27
Recommendations
 Department’s stores are the prime sale and marketing sale channels for branded shoes.
 IN addition store decor ions and product displays should be designed to create a stronger first
impression.
 Seasonal, promotions campaigns like special discounts and advertisements could be employed.
 New line of collections should be introduced for festivals. The prices of branded shoes must be
reduced to increase sales.

28
Conclusion
The Objective of this research paper is to study consumer buying behaviour towards Adidas
products. This research is conducted in Delhi city and a survey method was used to collect the
data from 100 respondents. Personal care sector is an integral part of the nation’s economy with
its huge potential. The personal care industry is one of the largest consumer sectors in the
country. The purchasing power and disposable incomes of the Indian consumer have
considerably increased and it has created a niche for leading organizations in this segment in the
last decade, resulting in phenomenal growth in this sector.
The purpose of this paper is to investigate the various factors that have impact on buying
decision of consumers. In this paper, respondents were selected by convenient sampling method
and data was analyzed and interpreted with the help of statistical techniques. The study reveals
that different factors have significant influence on buying behavior. This study also contributes
to the knowledge of how cosmetic companies will be able to understand buying habits of the
consumers.

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Website:-
1. http://www.google.co.in/search?client=opera&rls=en&q=customers+satisfaction+with+adidas
&sourceid=opera&ie=utf-8&oe=utf-8&gws_rd=cr&ei=FKH-VsjhH4SfugSW2A8
2. https://getd.libs.uga.edu/pdfs/bailey_rena_l_201108_ms.pdf
3. http://www.google.co.in/search?q=+a+major+project+report+on+customers+satisfaction+with+a
didas&client=opera&rls=en&oe=utf _l=heirloom- serp..25.2.1404.MJqd99Rryfw
4. http://www.scribd.com/doc/9897769/Project-Report-on-Buying-Behaviour-of-Consumers-
Towards-Indegenious-Products#scribd
5. http://ijemr.in/Consumer%20Attitude%20towards%20adidas %20shoes.pdf

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6. http://www.academia.edu/13160778/customers satisfaction with adidas.

7. http://ws.elance.com/file/Consumers_Attitude_towards_adidas Products.pdf?crypted11

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 Appendix
Gender: - Male ( ) Female ( )
Age:-
Occupation: - Student ( ) Employed ( ) Unemployed ( )
QUES1. Which type of shoes do you like to wear?
a. Formal
b. Sports
c. Casual
d. Others

Ques2. Are you aware about the following brand of shoes?

a. Nike
b. Action
c. Adidas
d. Any other

Ques3. Which brand does you like the most?

a. Nike
b. Reebok
c. Adidas
d. Action
e. Any other

Ques4. How do you get aware of Adidas?

a. Advertisement
b. Sales person
c. Friends
d. Exclusive

Ques5. From where do you like to purchase Adidas brand shoes?

a. Ordinary shoes
b. Departmental shoes
c. Exclusive

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 d. Any other

Ques6. Do you think advertisement affect your purchasing decision?

a. Yes
b. No

Ques7. How often do you buy Adidas product?

a. Once a years
b. Twice a years
c. Thrice a years

Ques8. What features of Adidas you like while purchasing?

a. Color
b. Style
c. Trendy
d. Other, please specify

Ques9. What product Adidas offer?

A. clothes
B. shoes
C. wallet
D. bags
E. any other

33