Professional Documents
Culture Documents
Vipul RPR
Vipul RPR
Vipul RPR
Submitted By:
“Vipul Taliyan”
MBA IV Semester
Roll No: 2100290700150
Under the guidance of
“ Dr. PRATEEK GUPTA ”
PROFESSOR
1
CERTIFICATE OF THE GUIDE
This is to certify that the project report titled “Consumer Behavior and
Consumer Decision making process of Sport Shoes” been prepared by
Vipul Taliyan under my supervision and guidance, for the fulfillment of
master’s in business administration. His / Her field work is satisfactory.
Date:
Signature of Guide: Signature of HoD
2
DECLARATION
I do hereby declare that this project work titled “Consumer Behavior and
Consumer Decision making process of Sport Shoes” submitted by me for the
fulfilment of the requirement for the award of Master in Business Administration
(MBA) is a record of my own research work. The report embodies the finding based
on my study and observation and has not been submitted earlier for the award of any
degree or diploma to any Institute or University.
Date:
Name: VIPUL TALIYAN
Roll No: 2100290700150
3
ACKNOWLEDGEMENT
I am also thankful to my family for their kind co-operation which made my task easy.
4
Table of Contents
Chapter Title Page No
EXECUTIVE 9-11
SUMMARY • Executive Summary
• Introduction
CHAPTER 1 • Literature review 12-32
• Setting of hypothesis and objectives
• Scope of the study
• Importance of the Study
• Research design / Methodology 33-40
CHAPTER 2
CHAPTER 3
• Analysis of data collected
• Testing of Hypothesis 41-60
• Result discussion / Findings
CHAPTER 4 • Conclusion and recommendations
61-68
• Limitation of Study
5
ABSTRACT
6
Abstract
8
Executive
Summary
9
Executive Summary
10
needs better. Companies must focus on product innovation, pricing
strategies, and marketing campaigns that align with consumer
behavior to remain competitive in the market.
11
CHAPTER 1
12
INTRODUCTION
13
Introduction
Research Methodology
Findings
15
65% of the respondents purchased sports shoes once every
six months. The study also revealed that people belonging to the
age group of 18-35 years and those who participate in sports
activities more frequently tended to buy sports shoes more often.
16
LITERATURE REVIEW
17
Literature review
Brand Loyalty
18
who are more likely to be loyal to a specific brand and less likely
to switch to a new brand.
Purchase Frequency
Price Sensitivity
Brand Awareness
Comfort
21
SETTING OF HYPOTHESIS AND
OBJECTIVES
22
Setting of Hypothesis and objectives
Setting of Objectives:
24
Objective 3: To analyze the impact of price sensitivity on
consumer behavior towards sports shoes based on income levels.
25
SCOPE OF THE STUDY
26
Scope of the Study
27
advertising, promotions, and endorsements, on consumer behavior.
29
Importance of the study
30
3. Improving marketing strategies: The study will also provide
insights into the impact of marketing strategies, including
advertising, promotions, and endorsements, on consumer
behavior. This will enable manufacturers and retailers to develop
more effective marketing strategies that resonate with their
target audience.
31
Overall, the study on consumer behavior on sport shoes is crucial
for manufacturers, retailers, and marketing professionals in the
sports footwear industry. It will provide valuable insights into the
factors that influence consumer behavior and help them develop
strategies that better meet the needs and wants of their target
audience.
32
CHAPTER 2
33
RESEARCH DESIGN / METHODOLOGY
34
Research Design / Methodology
35
Sampling Technique:
36
Data Collection:
The data collection for the study will involve both qualitative and
quantitative methods. Qualitative data will be collected through
focus groups and interviews to gain in-depth insights into
consumer behavior, attitudes, and perceptions. Quantitative data
will be collected through surveys to measure consumer preferences
and behaviors in a more systematic and standardized way.
37
Data Analysis:
38
Ethical Considerations:
39
Overall, the research design/methodology for the study on
consumer behavior on sport shoes will be a mixed-methods
approach that combines both primary and secondary research
methods to provide a comprehensive understanding of consumer
behavior in the sports footwear industry.
40
CHAPTER 3
41
ANALYSIS OF DATA COLLECTED
42
Analysis of Data collected
43
2. Correlation Analysis: Correlation analysis will be used to
examine the relationship between two variables, such as brand
preference and purchase behavior. This analysis will help identify
any significant correlations between the variables studied,
providing insights into the factors that influence consumer
behavior.
45
5. Cluster Analysis: Cluster analysis will be used to group
respondents based on similar characteristics or preferences. This
analysis will help identify any distinct subgroups within the
sample population and provide insights into the needs and
preferences of each group.
46
6. Cross-Tabulation: Cross-tabulation will be used to examine the
relationship between two categorical variables, such as gender and
brand preference. This analysis will help identify any significant
differences or similarities between groups, providing insights into
the factors that influence consumer behavior.
47
Overall, the data analysis will provide valuable insights into the
factors that influence consumer behavior in relation to sport shoes.
The findings will help sport shoe manufacturers and retailers
understand the needs and preferences of their target audience,
enabling them to develop products and services that better meet
the changing needs of the market.
48
TESTING OF HYPOTHESIS
49
Testing of Hypothesis
50
3. Selection of Statistical Test: The appropriate statistical test
will be selected based on the nature of the hypothesis and the type
of data collected. For example, if the hypothesis involves
examining the relationship between two variables, correlation
analysis may be used.
52
53
CHI-SQUARE TEST
INTERPRETATION:
It is clear from the above table show that, the calculated value
of chi-square at 0.05% level is more than the table value. Hence the
hypothesis is accepted. So there is no relationship between gender
and area of purchase of sports shoes by the respondents.
54
RESULT DISCUSION/FINDINGS
55
Result Discussion/Findings
56
2. Price is a Key Factor: The study found that price is a critical
factor that influences consumer purchase behavior. Consumers are
willing to pay a premium for brands that they perceive to be of high
quality and value for money, but they are also price-sensitive and
may switch brands if a better deal is available.
57
4. Demographic Factors Influence Consumer Behavior: The
study found that demographic factors such as age, gender, and
income level influence consumer behavior in the sport shoes market.
For example, younger consumers tend to be more fashion-conscious
and value trendy designs, while older consumers may prioritize
comfort and durability.
58
5. Marketing and Advertising Influence Consumer Behavior:
The study found that marketing and advertising play a significant
role in shaping consumer preferences and purchase behavior.
Consumers are more likely to purchase sport shoes from brands
that have a strong marketing presence and are promoted through
targeted advertising campaigns.
60
CHAPTER 4
61
CONCLUSION AND RECOMMENDATIONS
62
Conclusion and Recommendations
1. Brand image, price, and product features are the key factors that
influence consumer behavior in the sport shoes market.
64
In conclusion, the study on consumer behavior on sport shoes
provides valuable insights into the factors that influence consumer
behavior in this market. The findings suggest that manufacturers
and retailers need to focus on meeting consumer needs and
preferences while also investing in effective marketing and
advertising campaigns. By doing so, they can gain a competitive
edge in the market and increase sales and customer loyalty.
65
LIMITATION OF STUDY
66
Limitation of study
67
timeframe.
68
APPENDIX
69
REFERENCES
70
References
72
QUESTIONNAIRE
73
Questionnaire
74
4. What motivates you to purchase a particular brand of sport
shoes?
a. Quality
b. Comfort
c. Style
d. Durability
7. Have you ever purchased a sport shoe based on its social media
presence?
75
a. Yes
b. No
10. How long do you typically use a pair of sport shoes before
replacing them?
11. What are the most important factors that influence your
decision to replace your sport shoes?
a. Wear and tear
b. Style
c. Product features
77
78