Professional Documents
Culture Documents
Prof Sudhakar R.*, Singhania Suraj Kumar**, Iyer Akshaya**, Kesarwani Avnish**
*V.I.T. Business School, Vit University, Vellore, Tamil Nadu
**Vit University Students, Vit University, Vellore, Tamil Nadu
Online published on 20 March, 2014.
Abstract
Over the past decade competition has increased significantly. Globalization has induced the entry
of companies like Adidas, Nike and Puma to Indian market. This paper will highlight the
adaption status of consumer to these brands and other existing brand in the country. The
objective is to identify consumer choice in various product categories and correlate what features
is motivating their clients to walk in their store. The study examines brand origin concept in
shaping Indian consumers preference, the paper will determine what marketing tool and mix the
companies are using to promote their brand name in market. The research is guided with a tested
result of 100 responses across the country and was analysed using simple regression and
descriptive technique. At present Indian market is price sensitive and consumers are
experimenting as which foreign brand do they like the most.
Finding suggests that brand name plays a significant role in enhancing youth market in India.
Some hypothesis is drawn about consumer choice and fast changing preference of Indian market,
their buying attitude is it with brand label or not.
Research Implication
This study would help the managers for devising a combine strategy for both type of gender. The
research survey is basically conducted within the age group of 18 25 who have greater
exposure to brands. Therefore the study can be generalized to analyse the purchasing pattern of
all socio economic class people
13. 13. Data analysis <ul><li>Q. 10. IS THERE ANY IMPACT OF CELEBRITIES ON
YOUR PURCHASING ? </li></ul>COMMENT : Celebrities have a special impact on
the mind of the consumers that affects the purchasing sense of consumers.
14. 14. Data analysis <ul><li>Q. 11. DO YOU THINK WEIGHT IS A FACTOR FOR
CHOOSING A BRAND ? </li></ul>COMMENTS: weight proved its importance in
purchasing of the shoe. Most of the users preferred to wear lighter shoe.
15. 15. Findings <ul><li>THE THREE MAJOR GLOBAL PLAYERS I.E. REEBOK, NIKE,
AND ADIDAS DOMINATE THE SPORTS SHOES INDUSTRY IN INDIA.
</li></ul><ul><li>INDIA IS ONE OF FEW BATTLEGROUNDS IN THE WORLD
WHERE THERE IS NECK-TO-NECK COMPETITION BETWEEN THE THREE.
</li></ul><ul><li>CONSUMER REACTIONS SUGGESTS THAT NIKE IS THE
MARKET LEADER AMONG ALL </li></ul><ul><li>AFTER ITS SPONSERSHIP TO
MAJOR SPORTS EVENTS AND TEAMS LIKE SOCCER IN EUROPE AND
CRICKET IN INDIA GIVE IT AN EXTRA EDGE. </li></ul><ul><li>CONSUMERS
ARE NOT SHOWING THAT KIND OF CRAZE IN REEBOK FOR PAST FEW
YEARS. </li></ul><ul><li>THE NEW STUFF OF THE ADIDAS IS ATTRACTING
THE CONSUMERS </li></ul>Videos
16. 17. Batas Offerings
17. 19. COMPARISON OF COMPANIES COMPANIES AVERAGE GROWTH RATE
(2005 2008) NIKE 10.7 % ADIDAS 22.46 % BATA 7.8 % LIBERTY 11.16 %
18. 20. COMPARISON OF THE COMPANIES (PORTERS MODEL) BASIS OF
COMPARISON NIKE ADIDAS RELAXO ACTION BATA LIBERTY BARRIERS TO
ENTRY ABSENT ABSENT ABSENT ABSENT ABSENT ABSENT BARGANING
POWER OF BUYERS LOW LOW HIGH HIGH HIGH HIGH BARGANING POWER
OF SUPPLIER LOW LOW HIGH HIGH HIGH HIGH THREATS OF SUBSTITUTES
HIGH HIGH HIGH HIGH HIGH HIGH RIVALRY AMONG THE EXISTING
COMPITITORS HIGH HIGH HIGH HIGH HIGH HIGH
19. 21. COMPANIES TARGETING THE CONSUMERS BASED ON INCOME BATA,
ACTION, LIBERTY, NIKE, ADIDAS, RELAXO LOWER MIDDLE CLASS UPPER
MIDDLE CLASS RICH CLASS BATA, ACTION, RELAXO LOWER INCOME
GROUP ACTION, LIBERTY, NIKE, ADIDAS, REEBOK PUMA, NIKE ADIDAS,
REEBOK