MINOR PROJECT

REPORT ON
BRAND AWARENESS AMONG THE
YOUTH: A CASE STUDY OF NIKE
Submitted in partial fulfilment of the requirement of
Bachelor of Business Administration (BBA)

Guru Gobind
Singh Indraprastha
University
BBA 2nd SEMESTER
BATCH-2022-2025

ENROLLMENT NO. 07525501722

JIMS EMGINEERING MANAGEMENT

TECHNICAL CAMPUS
48/4 Knowledge Park III, Greater Noida-201306 (U.P)
 DECLARATION

I hereby declare that this Minor Project Report titled “Brand awareness among
the youth: A case study of Nike” submitted by me to JEMTEC, Greater
Noida is a bonafide work undertaken during the period from 2022 to 2023 by
me and has not been submitted to any other University or Institution for the
award of any degree diploma/certificate or published any time before.

ALBIN BIJU
Enroll. No. 07525501722
 ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to JEMTEC, Greater Noida

for imparting us very valuable professional training in BBA.

I pay my gratitude and sincere regards to Ms. Megha Laroia, my project Guide
for giving me the cream of her knowledge. I am thankful to her as she has
been a constant source of advice, motivation and inspiration. I am also
thankful to him/her for giving his suggestions and encouragement throughout
the project work

I take the opportunity to express my gratitude and thanks to our computer Lab
staff and library staff for providing me opportunity to utilize their resources
for the completion of the project

I am also thankful to my family and friends for constantly motivating me to

complete the project and providing me an environment, which enhanced my
knowledge

Date:
SARTHAK NAUTIYAL
Enroll. No. 07525501722
BBA (2nd SEM)
 EXECUTIVE SUMMARY

The project basically aims to find about the travel industry and the awareness
of the industry among people. In this project the special emphasis done on
insurance product of GOIBIBO and to find out the analysis of the clients of
outside the company.

Through this project we came to know the travel industry of GOIBIBO in

India and a career with GOIBIBO as a financial advisor. The main objective of
this project was to create financial advisors and to sell policies. So far research
is concerned a survey was done by the company in two big shopping malls.
The survey was done to create database for the company. The results which we
found after doing the survey was many of the people were knowing about
NIKE but few of them had taken the policies.

The project report then goes on to the customer analysis section. The customer
based is identified and various segments are pointed out. Various criteria and
factors have taken into consideration while segmenting the market. We have
also tried to ascertain why customers buy these products, how they choose, in
what factors matter most when making their decisions.

The last few pages of this research project deals with the various ways in
which the recommendations, once implemented can be monitored and
controlled.
 Table of Content

S.No Topic Page

No.
1 Certificate
2 Declaration
3 Acknowledgement
4 Executive Summary
5 Ch-1: Introduction
6 Ch-2: Company Profile
7 Ch-3: Literature Review
8 Ch-4: Research Methodology
9 Ch-5: Data Analysis
10 Ch-6: Findings
11 Ch-7: Recommendations/Suggestions
12 Ch-8: Conclusion & Limitations of the study
13 References/Bibliography
14 Appendices
 CHAPTER-1

INTRODUCTION

1
1.1 INTRODUCTION –

Travel is the act of moving from one place to another, typically for
recreational, educational, or business purposes. It allows individuals to explore
new destinations, experience different cultures, and broaden their horizons.
Travel can take various forms, including domestic trips within one's own
country or international journeys that span continents. Travel offers numerous
benefits and opportunities for personal growth. It exposes individuals to
diverse environments, traditions, and perspectives, fostering cultural
understanding and appreciation. By immersing themselves in unfamiliar
surroundings, travelers can gain valuable insights, challenge their
preconceptions, and develop a global mindset. Moreover, travel promotes
experiential learning. It allows individuals to witness historical landmarks,
natural wonders, and artistic treasures firsthand, enhancing their knowledge
and understanding of the world. Travel also enables people to engage in new
activities, try different cuisines, and interact with local communities, creating
lasting memories and expanding their horizons.

establishing a travel industry business requires careful planning,

market understanding, and a commitment to providing exceptional travel
experiences. It is essential to stay adaptable and responsive to the changing
needs and demands of the industry to thrive and succeed in the long run. In
order to successfully establish a travel industry Conduct Market Research
Begin by conducting thorough market research to identify potential
opportunities and assess the demand for travel services in your target location.
Understand the existing competition, customer preferences, and trends within
the travel industry.

Define Your Niche Determine the specific area or niche within the
travel industry that you want to focus on. This could be adventure travel,
luxury travel, business travel, eco-tourism, or any other segment that aligns
with your expertise and market demand.
2
 Develop a Business Plan Create a comprehensive business plan that
outlines your vision, target market, services, marketing strategies, financial
projections, and operational details. This plan will serve as a roadmap for your
travel industry venture and help secure funding if needed.

Legal Considerations Research the legal and regulatory requirements

for starting a travel industry business in your location. This may include
obtaining the necessary licenses, permits, and insurance. Consult with legal
professionals or business advisors to ensure compliance with local regulations.

Secure Funding Determine the financial resources required to

establish and operate your travel industry business. Explore options such as
personal savings, loans, investors, or grants to secure the necessary funding.
Develop a financial plan that covers startup costs, ongoing expenses, and
contingencies.

Build Partnerships Establish relationships with key partners and

suppliers within the travel industry. This could include airlines, hotels, tour
operators, transportation providers, and other relevant businesses. Negotiate
favorable contracts and collaborations that enhance the value and offerings of
your travel services.

Develop a Strong Online Presence In today's digital age, having a

strong online presence is crucial. Create a professional website that showcases
your travel services, provides booking capabilities, and offers engaging
content for potential customers. Leverage social media platforms and online
marketing strategies to reach and engage your target audience.

Provide Excellent Customer Service The success of your travel

industry business will heavily depend on providing exceptional customer
service. Focus on building a team of knowledgeable and customer-oriented
staff who can offer personalized assistance, handle travel inquiries, and ensure
customer satisfaction throughout their journey.
3
 Marketing and Promotion Develop a marketing strategy to raise
awareness about your travel industry business. Utilize various marketing
channels, including online advertising, social media marketing, content
marketing, partnerships with influencers, and participation in travel trade
shows or events. Highlight the unique aspects of your travel services and
target specific customer segments.

Continuous Improvement Stay updated with the latest industry

trends, technology advancements, and customer preferences. Continuously
seek feedback from customers and adapt your services accordingly. Embrace
innovation, invest in staff training, and constantly improve the quality and
efficiency of your travel offerings.

Travel industry analysis involves examining various aspects of the travel

industry to understand its current state, trends, challenges, and opportunities.
Gather relevant data from multiple sources, including industry reports, market
research studies, government statistics, industry associations, travel agencies,
online booking platforms, and other reliable sources. This data can include
information on market size, customer demographics, travel trends, industry
performance, and competitive landscape. Segment the travel market based on
various factors such as traveler demographics (age, gender, income), travel
preferences (adventure, luxury, budget), purpose of travel (leisure, business,
medical), and geographic location. This helps in understanding the specific
needs, preferences, and behaviors of different customer segments. Establish
industry benchmarks and key performance indicators to measure the
performance of travel industry businesses. This can include metrics such as
revenue growth, occupancy rates, customer retention, customer satisfaction,
average booking value, and market share. Comparing these metrics with
industry averages or competitors' performance helps identify areas of strength
or areas that need improvement. By conducting a comprehensive travel
industry analysis, businesses can gain insights into market dynamics, customer
needs, and emerging trends. This analysis serves as a foundation for strategic
4
decision-making, identifying growth opportunities, and staying competitive in
the ever-evolving travel industry.

5
1.2 STATEMENT OF THE STUDY

This study aims to make an analysis of youth towards travelling industry. The
study attempts to understand the affect or importance of travelling and attitude
of consumers regarding the travel company goibibo and factors affecting the
travelling industry.

1.3 SCOPE OF THE STUDY

The study was confined only to the goibibo users. For the analysis primary
data are collected through questionnaire and secondary data are obtained from
published journal, magazines, websites. The scope of the study is to analyze
the approach of youth towards travelling industry and understanding about the
factors affecting the travelling industry.

1.4 MAIN OBJECTIVE

 To study the awareness of travel company goibibo among the youth.

 To analyze the factors considering by youth to use goibibo for travelling.
 To measure the satisfaction of travel company goibibo .

6
CHAPTER-2

COMPANY

PROFILE

7
overview
Goibibo is a leading online travel platform in India that provides a wide range
of travel services and solutions. The company was founded in 2007 and has
since emerged as one of the most popular online travel agencies in the country.
Goibibo offers a user-friendly platform and mobile app that allows customers
to search, book, and manage their travel arrangements seamlessly. As a
comprehensive travel platform, Goibibo offers services such as flight
bookings, hotel reservations, bus bookings, car rentals, and holiday packages.
The platform aggregates information from various airlines, hotels, and other
travel service providers, enabling users to compare prices, read reviews, and
make informed decisions. Goibibo aims to simplify the travel booking process
and provide a convenient and hassle-free experience for its customers.
Goibibo's technology-driven approach and focus on customer satisfaction have
contributed to its success. The platform leverages advanced algorithms and
machine learning to provide personalized recommendations and deals tailored
to individual preferences. It also offers various payment options, including net
banking, credit/debit cards, and digital wallets, ensuring convenience and
security for customers. In addition to its primary services, Goibibo offers
features like GoStays, which provides standardized budget accommodation
options, and GoCash, a loyalty program that allows customers to earn and
redeem travel credits. The company also provides customer support services,
assisting users with their queries, cancellations, or modifications. Goibibo has
built strong partnerships with airlines, hotels, and other travel service
providers to offer a wide range of choices to its customers. Its user-friendly
interface, competitive pricing, and reliable customer support have earned it a
significant customer base and a positive reputation in the Indian travel
industry. Overall, Goibibo's mission is to empower travelers by offering a
comprehensive platform that simplifies the travel booking process, provides
value-added services, and ensures a seamless and enjoyable travel experience.

Founders: Goibibo was founded by two entrepreneurs in 2007. Ashish

Kashyap and Deepak Tuli. Ashish Kashyap is an Indian entrepreneur and the
co-founder of Goibibo. He has played a significant role in shaping the
8
company's growth and success. Prior to founding Goibibo, Ashish held
leadership positions in various companies, including Ibibo Group, which is the
parent company of Goibibo. He has extensive experience in the e-commerce
and travel industry. Deepak Tuli is another co-founder of Goibibo. He has
contributed to the development and strategic direction of the company.
Deepak has a strong background in the travel and technology sectors. Before
his involvement with Goibibo, he held leadership roles at various
organizations, gaining valuable experience in the travel industry. Together,
Ashish Kashyap and Deepak Tuli have played instrumental roles in
establishing Goibibo as one of India's leading online travel platforms. Their
entrepreneurial vision and expertise have contributed to the growth and
success of the company in the highly competitive travel industry.

Facilities: The facilities provided by Goibibo aim to simplify the travel booking
process, offer a wide range of options, and ensure customer satisfaction. The
platform's features and services cater to the diverse travel needs and
preferences of customers, making it a popular choice among travelers in
India.

ABOUT GOIBIBO

Goibibo is one of India's leading online travel platforms, offering a wide range
of travel services and solutions. It was founded in 2007 and has since gained
popularity for its user-friendly interface, extensive offerings, and competitive
prices. Goibibo's website and mobile app serve as convenient platforms for
users to search, book, and manage their travel plans. The company focuses
on delivering a seamless and hassle-free booking experience, with features
such as secure payment options, real-time booking confirmations, and 24/7
customer support. One of the unique aspects of Goibibo is its GoCash loyalty
program. Customers can earn GoCash credits through various activities such
as bookings, referrals, and promotional campaigns. These credits can be used

9
to avail discounts on future bookings, providing additional savings for users.
Goibibo has built strong partnerships with airlines, hotels, and other travel
service providers to offer a wide range of options to its customers. The
platform's commitment to customer satisfaction, competitive pricing, and
efficient service has contributed to its popularity among travelers in India.
Overall, Goibibo strives to simplify the travel booking process, provide value-
added services, and ensure a seamless and enjoyable travel experience for its
customers. Its extensive offerings, user-friendly platform, and customer-
centric approach have established it as a trusted and preferred choice for
travel bookings in India.

10
 ABOUT HEAD OF GOIBIBO

When GOIBIBO breathed its first breath, it inhaled the

spirit of two men,

Ashish Kashyap Deepak Tuli

Joined Goibibo: In 2007, Ashish Kashyap and Deepak Tuli founded Goibibo
and its was first seen on 2009 in its current avatar.

Goibibo's future: The online travel agency space is a fast evolving sector—
adopting new technologies to make travel planning, research and booking more
intuitive and convenient. One of the big switches was an app-first philosophy
that online travel companies such as Goibibo, which was acquired by
MakeMyTrip in 2016, introduced in this competitive space And now, advances in
data engineering and artificial intelligence (AI) are shaping the future of travel.

Personal philosophy: There is an immutable conflict at work in life and in

business, a constant battle between peace and chaos. Neither can be
mastered, but both can be influenced. How you go about that is the key to
success.

11
PRODUCT & SERVICES

KEY OFFERINGS: Goibibo offers a range of products and services to cater to

the travel needs of its customers.

Customers can search for and book hotels across various destinations
through Goibibo. The platform provides a comprehensive range of
accommodations, including budget hotels, luxury resorts, serviced
apartments, and more. Users can view hotel details, check availability,
compare prices, and read reviews to make informed choices.

Goibibo offers curated holiday packages that combine flights, hotels, and
local sightseeing activities. These packages cater to different types of
travelers, such as families, honeymooners, adventure enthusiasts, and more,
providing a convenient and hassle-free way to plan vacations.

Goibibo's GoStays feature offers standardized budget accommodations across

multiple cities in India. These properties go through a quality check to ensure
cleanliness, comfort, and essential amenities, providing reliable and affordable
options for travelers.

12
Goibibo has its own loyalty program called GoCash, where customers can
earn rewards and redeem them for future bookings. The loyalty program
allows users to earn GoCash credits through various activities such as
bookings, referrals, and promotional offers.

13
HOTELS

Goibibo offers a wide range of hotel booking services to customers, providing

access to numerous hotels across various destinations.

Goibibo offers a wide range of hotel booking services to customers, providing

access to numerous hotels across various destinations. Goibibo categorizes
hotels based on various criteria such as price range, star ratings, amenities, and
customer reviews. This segmentation allows users to easily find hotels that
meet their specific requirements.

Each hotel listing on Goibibo provides detailed information about the

property, including photographs, amenities, room types, and guest reviews.

14
Goibibo allows customers to review and rate their hotel experiences, providing
valuable feedback for other users. These reviews help potential guests gauge
the quality and service of hotels before making a booking. It also enables users
to compare prices of different hotels for their desired travel dates. Special
deals, discounts, and promotional offers are often available, allowing
customers to find the best prices for their preferred accommodations.

When a hotel booking is made through Goibibo, customers receive instant

confirmation of their reservation. This provides peace of mind and eliminates
the need for additional follow-up.

Goibibo offers search filters to help users narrow down their hotel options based
on location, price range, star rating, amenities, and more.

15
Goibibo provides customer support services to assist users with their hotel
bookings and any queries or issues that may arise during their stay. Support
can be accessed through various channels, including phone, email, and live

chat.

GoStays is a segment of Goibibo that focuses on providing standardized budget

accommodations across multiple cities in India. These properties go through
a quality check process to ensure cleanliness, comfort, and essential amenities.

16
17
Goibibo strives to offer a seamless and convenient hotel booking experience,
catering to the diverse needs and preferences of travelers. By partnering with a
wide range of hotels and providing detailed information, customer reviews,
and competitive pricing, Goibibo aims to help customers find the right
accommodations for their travel plans.

Goibibo ensures secure online payment options for hotel bookings, offering
multiple payment methods and encryption technologies to safeguard customer
transactions.

18
FLIGHTS
Goibibo offers a vast network of domestic and international flights, providing
access to a wide range of destinations. Users can search for flights based on
their travel dates, destinations, and preferences. Goibibo provides a
comparison of different airlines, fares, and flight schedules to help users find
the best options.

User-friendly Filters: Goibibo offers filters to refine flight searches based on

factors such as price, flight duration, departure/arrival times, stops, and airline
preferences, making it easier for users to find flights that meet their
requirements. Once a flight booking is made through Goibibo, users receive
instant confirmation with their e-ticket details. This provides peace of mind
and eliminates the need for additional follow-up.

Goibibo partners with numerous airlines, including major carriers and low-
cost airlines, offering a variety of choices to suit different budgets and travel
preferences. Goibibo allows users to set fare alerts for specific routes and
travel dates. Users receive notifications when the fares for their preferred
flights drop or rise, enabling them to make timely and informed booking
decisions.

Goibibo allows users to conveniently manage their flight bookings online.

Users can make changes to their travel dates, cancel bookings (subject to
19
airline policies), and view their booking details.

HIGHLIGHTS

 Goibibo has established partnerships with numerous airlines,

hotels, bus operators, and other travel service providers, giving
users access to a vast network.

 Goibibo provides a user-friendly interface and intuitive search filters.

 Goibibo strives to offer competitive prices and special deals, ensuring

that users can find affordable options for their travel needs.

 Goibibo incorporates customer reviews and ratings for hotels and other
services, helping users make informed decisions based on the experiences
of previous customers.

LATEST HIGHLIGHT

 Goibibo India, which is owned by MakeMyTrip, has reported

an 11% increase in its standalone revenue in the financial year
2020 that ended in March last year.
 Goibibo traffic has decreased by 2.08% compared to last
month (Desktop).
 Its rank in India is 264 and global rank is of 3267.
 Revenue less service costs(2) increased 135.0% YoY in 1Q18 to
$141.2 million. (Also refer to the discussions in “Fiscal 2018
First Quarter Financial Results”)

20
Revenue from our hotels and packages business increased by 40.8%
(37.3% in constant currency) to $134.6 million in the quarter ended
June 30, 2017, from $95.6 million in the quarter ended June 30,
2016. Our revenue less service costs increased by 144.7% (139.7% in
constant currency) to $81.3 million in the quarter ended June 30,
2017 from $33.2 million in the quarter ended June 30, 2016. In the
quarter ended June 30, 2017, hotels and packages revenue less
service costs includes $5.0 million of certain customer discounts
which are in the nature of promotions expenses adjusted against
revenue. This $5.0 million added back to revenue less services costs,
with the accompanying increase in marketing and sales promotions
expenses, is intended to more accurately reflect the way the
company views its ongoing business and spends ,Ticketing.
Revenue from our bus ticketing business increased by 33.2% (45.6%
in constant currency) to $19.5 million in the quarter ended December
31, 2022, from $14.7 million in the quarter ended December 31,
2021. Our Adjusted Margin – Bus ticketing increased by 44.2%
(57.6% in constant currency) to $20.3 million in the quarter ended
December 31, 2022 from $14.1 million in the quarter ended
December 31, 2021. Adjusted Margin – Bus ticketing includes
customer inducement costs of $2.2 million in the quarter ended
December 31, 2022 and $0.7 million in the quarter ended December
31, 2021, recorded as a reduction of revenue. The increase in revenue
from our bus ticketing business and Adjusted Margin – Bus ticketing
was due to an increase in gross bookings by 38.8% (51.9% in
constant currency) driven by a 33.9% increase in the number of bus
tickets travelled year over year, primarily due to the strong recovery
in domestic travel demand as a result of the diminishing impact of
the COVID-19 pandemic in India in the quarter ended December 31,
2022 as compared to the quarter ended December 31, 2021. Our
Adjusted Margin % – Bus ticketing increased marginally to 9.0% in
the quarter ended December 31, 2022 as compared to 8.6% in the
quarter ended December 31, 2021

21
Futures Orders
The Company reported worldwide futures orders for athletic footwear and
apparel, scheduled for delivery from March 2005 through July 2005, totaling
$5.2 billion, 9.6 percent higher than such orders reported for the same period
last year. Approximately one point of this growth was due to changes in
currency exchange rates.

By region, futures orders for the U.S. were up nine percent; Europe increased
seven percent; Asia Pacific grew 14 percent; and the Americas increased 22
percent. In Europe, two points of the increase were due to currency exchange

22
rates. Currency exchange rates contributed to the growth in Asia Pacific and
the Americas by approximately two points and one point, respectively.

Perez continued, “Global consumer demand for Nike brand footwear and
apparel continues to be strong, as evidenced by the growth in futures orders.
Demand in the U.S. market remains particularly robust, as Nike product
innovation continues to drive the trend toward performance footwear and
apparel in this market.

Regional Highlights
During the third quarter, U.S. revenues increased nine percent to $1.3 billion
versus $1.2 billion for the third quarter of fiscal 2004. U.S. athletic footwear
revenues increased 10 percent to $849.6 million. Apparel revenues increased
five percent to $345.8 million. Equipment revenues increased 12 percent to
$72.8 million. U.S. pre-tax income increased 10 percent to $259.5 million.

EMEA Revenues for the Europe, Middle East and Africa region grew 18
percent to $1.0 billion, up from $878.6 million for the same period last year.
Nine points of this growth were the result of changes in currency exchange
rates. Footwear revenues increased 14 percent to $615.3 million, apparel
revenues increased 24 percent to $351.3 million and equipment revenues
increased 18 percent to $67.3 million. Pretax income rose 28 percent to $219.3
million.

Asia Pacific
Revenues in the Asia Pacific region grew 18 percent to $472.8 million
compared to $402.2 million a year ago. Five points of this growth were the
result of changes in currency exchange rates. Footwear revenues were up 11
percent to
$237.9 million, apparel revenues increased 25 percent to $188.3 million and
equipment grew 23 percent to $46.6 million. Pre-tax income was up 16
percent to $100.4 million
23
COMPETITORS OF GOIBIBO

MAKEMYTRIP
MakeMyTrip is one of the leading online travel companies in India and offers
a wide range of travel services, including flight bookings, hotel reservations,
holiday packages, and more.

CLEARTRIP
Cleartrip is another popular online travel booking platform that provides
services for flights, hotels, trains, and activities. It offers a user-friendly
interface and competitive pricing, making it a strong competitor in the market.

YATRA
Yatra is a well-known online travel agency in India that offers a
comprehensive range of travel services, including flights, hotels, holidays, and
more. It is a major player in the market and competes directly with Goibibo .

24
India
Revenues in the Americas region increased 10 percent to $143.7 million, an
improvement from $131.1 million in the third quarter of fiscal 2004. Currency
exchange rates resulted in a three-percentage point increase in this growth rate.
Footwear revenues were up 13 percent to $99.6 million, apparel revenues
decreased five percent to $33.5 million. and equipment improved 34 percent to
$10.6 million. Pre-tax income grew 49 percent to $23.2 million

Other Revenues
Other revenues, which include Converse Inc., NIKE Golf, Bauer NIKE
Hockey Inc., Cole Han, Hurley International LLC, and Exeter Brands Group
LLC, grew 20 percent to $389.6 million from $325.1 million last year. Pre-tax
income increased 724 percent to $23.9 million. Income Statement Review.

Gross margins were 44.1 percent compared to 42.1 percent last year. Selling
and administrative expenses were 31.3 percent of third quarter revenues,
compared to 30.7 percent last year. The effective tax rate for the third quarter
was 33.9 percent.

Balance Sheet Review

At quarter end, global inventories stood at $1.7 billion, an increase of four
percent from February 29, 2004. Cash and short-term investments were $1.6
billion at the end of the quarter, compared to $914.7 million of the year.

25
SWOT ANALYSIS

STRENGTHS:

 Nike is a very competitive organization. Phil Knight (Founder and

CEO) is often quoted as saying that 'Business is war without bullets.'
Nike
has a healthy dislike of its competitors. At the Atlanta Olympics,
Reebok
went to the expansion sponsoring the games. Nike did not. However,
Nike sponsored the top athletes and gained valuable coverage

 Nike has no factories. It does not tie up cash in buildings and

manufacturing workers. This makes a very lean organization. Nike is
strong at research and development, as is evidenced by its evolving
and innovative product range. They then Nike has no factories. It does
not tie up cash in buildings and manufacturing workers. This makes a
very lean organization. Nike is strong at research and development, as
is evidenced by its evolving and innovative product range.

 Nike is a global brand. It is the number one sports brand in the World.
Its famous 'Swoosh' is instantly recognizable, and Phil Knight even has
it tattooed on his ankle.

26
 WEAKNESS

 The organization does have a diversified range of sports products.

However, the income of the business is still heavily dependent upon its
share of the footwear market. This may leave it vulnerable if for any
reason its market share erodes.

 The retail sector is very price sensitive. Nike does have its own retailer
in Nike Town. However, most of its income is derived from selling
into retailers. Retailers tend to offer a very similar experience to the
consumer.
Can you tell one sports retailer from another? so margins tend to get
squeezed as retailers try to pass some of the low-price competition
pressure
onto Nike.

OPPORTUNITIES

 Product development offers Nike many opportunities. The brand is

fiercely defended by its owners who truly believe that Nike is not a
fashion
brand. However, like it or not, consumers that wear Nike product do
not always buy it to participate in sport. Some would argue that in
youth culture especially, Nike is a fashion brand. This creates its own
opportunities since Product development offers Nike many
opportunities.
The brand is fiercely defended by its owners who truly believe that
Nike is not a fashion brand. However, like it or not, consumers that
wear Nike

27
 product do not always buy it to participate in sport. Some would argue
product could become unfashionable before it wears out i.e
consumers need to replace shoes.

 There is also the opportunity to develop products such as sport

wear, sunglasses, and jewelry. Such high value items upon its
strong.

 Global brand recognition. There are many markets that have the
disposable income does tend to have associated with them, high
profits.

 The business could also be developed internationally, building to

spend on high value sports goods. For example, emerging markets
such as China
and India have a new richer generation of consumers. There are also
global
marketing events that can be utilized to support the brand such as the
World Cup (soccer) and The Olympics.

THREATS

 Nike is exposed to the international nature of trade. It buys and sells in

different currencies and so costs and margins are not stable over long
periods of time. Such an exposure could mean that Nike may be
manufacturing and/or selling at a loss. This is an issue that faces all
global brands.

 The market for sports shoes and garments is very competitive. The
model developed by Phil Knight in his Stamford Business School
days
28
 (High value branded product manufactured at a low cost) is now
commonly used and to an extent is no longer a basis for sustainable
competitive advantage. Competitors are developing alternative brands
to take away Nike's market share.

 As discussed above in weaknesses, the retail sector is becoming price

competitive. This ultimately means that consumers are shopping
around for a better deal. So if one store charges a price for a pair of
sports shoes, the consumer could go to the store along the street to
compare prices for the exactly the same item, and buy the cheaper of
the two.

SURVEY FOR CONSUMER PREFERENCE FOR

NIKE PRODUCTS
AIM-

The aim of conducting market survey was to know consumer preference

for Nike products. This survey also aimed at the identification of
competition among international brands present in market such as Adidas,
Reebok, sports, etc.

The surveys proved beneficial in identifying the segments for future

expansion that the Nike can undertake.

The policies and strategy can be formed on the basis of information

being gathered. Such surveys should be conducted periodically. The
consumers are deciders of product future in market therefore taking this
into consideration consumers were approached.

29
 CHAPTER 3

LITERATURE REVIEW

30
3.1 Literature review

1. BY Wembo Cui (2011)

consumer based brand equity in Chinese sports market. A study of examine of

practicality and application of a customer based equity model in the Chinese
sportswear market. This study collected data from consumers from Chinas 2
largest cities Beijing and shanghai. Based on Aakers concept of frame of brand
equity it studied causal relationship among the four dimensions of brand
equity and overall brand equity in sportswear industry weak support was fond
of the perceived quality and brand aware that the brand managers and
marketing planners should considered the relative importance of brand equity
in their overall brand equity evaluation and should concentrate their effort
primarily on building brand loyalty and image. This study basically provides
important insight about understanding of Chinese consumer perception of
overall brand equity and its dimension.

2. By D Mello (2003)

report based on brand experiences in addition to the analysis six further studies
were conducted to prove the reliability of the scale brand experience of
customer intensity over the preference of their choice among four or five items
and then select one product and compare that product to the other brand.
Comparison is basically about the experience of customers for using the
product and satisfaction over the product.

3. By Choice and James (1996)

report based on customers preference the consumer behavior aims at analyzing

how consumers act on a market or on a special industry. According to the
consumer behavior specificities of the consumer behavior in the sportswear
industry. This review provides insight of consumers, their motives, their
choice,

31
their decisions and their differences. The outcomes of the analysis identify two
different behaviors towards sportswear products consumption for the practice
and the consumption for everyday life. These two types of consumptions
present similarities but also points of divergence. This basically can represent
a tool for sportswear firms as a clear analysis of their target or those who can
create a target as well.

4. By Bethuel Kinyanjui Kinuthia (2009)

customer satisfaction of purchased branded shoes in Malaysia This study

basically investigates on the relationship of brand equity and customer
satisfaction purchasing branded shoes in Malaysia. Customers are being
increasingly important in the lives of most of the business organizations as
competition increases hence many companies begin to recognize the
importance of retaining current customers and some have initiated various
activities to create customer loyalty. Customer was examined by a quantitative
method of surveying by questionnaire from 205 respondents. From this survey
the relation between brand equity, customer satisfaction and customer loyalty
was established. It concluded that customer satisfaction is the antecedent of
customer loyalty, although influence of brand equity was less significant the
result still shows a positive score for brand equity.

5. By Preeti Mehra (2010)

consumer satisfaction over purchase of branded shoes The study offers and
validates a comprehensive approach to explain factors influencing the attitude
of respondents towards various characteristics of branded sports shoes. In
order to attain this objectives a sample of 322 respondents belonging to three
cities of Punjab; Jalandhar, Amritsar and Ludhiana, was drawn, nonprobability
convenient sampling adopted for selecting the respondents. It was however,
found that brand loyal preferred buying shoes of their fancied companies
whereas innovator’s preferred shoes with the latest state of the art trends and

32
technologies. Consumers desired sport shoes to be colorful and stylish and
happened to relate traits of shoes to their personality.

6. By Rajdeep Singh (2016)

study based on brand loyalty in footwear industry The dynamic competitive

environment has changed the way the businesses were run in the past. The
increased awareness of the customers along with increase in the number of
options available to them as completely revolutionized the marketing task. In
the current scenario a great need is felt for long term relationships with the
customers to enjoy repeat sales. The business organizations these days are
laying focus on enhancing the brand loyalty among the consumers to reap the
benefits of repeat sales. The present study, therefor, is an endeavor to
investigate the factors that affect brand loyalty in the footwear industry.
Simultaneously an attempt has been made to identify the most sought after
brand in the footwear industry. A sample of 100 respondents was selected
from the Ludhiana region. Statistical techniques of correlation and
multivariable regression were used. The result depicted that out of the total
fourteen identified factor had significant relationship with brand loyalty.
Proper pricing techniques and customer satisfaction were the dominant
variables in affecting brand loyalty a footwear brand.

7. By Bale el al (1981)

fall of US footwear sector The study by bale el al explores the reasons behind
the fall of the US footwear sector and its emergence as major importer of non-
rubber footwear. The industry has decline in terms of output, number of firms
and employment and therefore the imports has increased considerably. Over
the period of years the wage rate have increased tremendously that has led to
decrease in productivity as against the foreign countries especially the
developing ones which enjoy pool of low cost labor.

33
8. Prof. Gill (2009)

report based on branding strategy of Nike & Adidas Prof. Gill has been
stipulated in their project report that the branding strategies of NIKE and
ADIDAS focusing on products splitting by sport and training. While the later
focusing on football, running, training and the outdoors. The new perception
of sportswear as leisure or everyday clothing is something for athletics
supreme to capitalize on much like lulu lemon and fable tics by actress kale
Hudson. This new field could lead to success. A 2009 study by cotton
incorporated showed that 80 percent of people interviewed use sport clothes
for everyday life and not just during sport performance or undertaking
physical activity. The literature show that consumer have shifted towards the
duality of athletic wear being for both physical activity and even relaxing.

9. By Prof. Gill (2009)

report based on branding strategy of Nike & Adidas Prof. Smith may have
been observed that in relation to consumer and perception of sportswear, it is
important to understand the culture impact and personality of fashion globally.
Because fashion is representation of personality, style, preference when
combined with sportswear .it represent an active lifestyle and present the
assumption that one is concern with his or her physical well-being and striving
for a better quality of life. Consumer motivations for purchasing sportswear,
especially for its versatile use of being available to be worn casually and for
athletic participation.

10. By Prof. Richard (2007)

report based on customer loyalty. Richard has been observe that developing
customer loyalty is almost important for every company as new fresh
customer acquisition alone will not ensure long term success. Reicheld was
one of the first to propose that companies should put more effort in customer
retention as oppose to acquisition Along with W.E. SASSER. He affirmed
that customer

34
retention is major driver of company profits. This appears to be reasonable
given that the well versed marketing axioms. Indicated by Preifer. It costs five
times more to acquire a new customer than to retain an existing one.

11. By Jacoby & Kyner (1973)

report based on brand loyalty In general, loyalty is shown by different

propensities toward the brand, store or service. Typically, customer loyalty
means the property of customer to repeatedly purchase specific subject (brand,
product, service, shop, etc.) with affection regardless of the change in the
circumstances. However previous researches have yet not formulated a
universal definition of customer loyalty upon which everyone agrees. Over the
years, there were debates focused around what customer loyalty actually is, as
majumdar states, customer loyalty is complex, multidimensional concept. One
widely accepted explanation of loyalty is by Jacoby and Kyner (1973),
describing it as the biased, behavioural response, carried out over time, by
some decision making unit, towards one or more alternative brands in a same
category and is a part of psychological process. Pick apart similar definition
‘customer loyalty is viewed as the strength of the relationship between
individuals relative attitude and their repeat patronage, by based only on three
phase, situation influences, explicating the situation of action qualified by
adding the fourth phase, situational influences explicating situation of
qualified by commitment, predisposition in favor of something and
consistency while recognizing the nature of the marketing environment.

12. By Cyert (1956)

customer buying behaviour towards branded casual shoes. Cyert (1956) may
have been first to observe that a number of managers involved in buying
process. And the concept was labelled Buying behaviour and popularized by
Robin son. Webster and wind famously identified five buying roles, they are
1. Users, 2. Influencer, 3. Buyer, 4. Decider and 5. Gatekeeper. The product
purchase decision is not always done by the user. The buyer necessarily

35
purchase the product marketers must decide at whom to behaviour, they are
able to predict how customer are likely to react various informational and
environment cues and are able to shape their marketing strategies accordingly
(Kotler 1994)

13. By Amit Jain (2012)

market comparison on Nike and Adidas Amit Jain may has been observe that
satisfied customers are most likely to share their experiences with other people
to the order of perhaps five six people. Equally well, dissatisfied customers are
more likely to tell another ten people of their unfortunate experience.
Furthermore they conclude that 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 dealing with customer satisfaction complaint is
costly, they need to realize that it costs a much as 25 percent more to recruit
new customer.

14. By Heasun (2010)

exploitation of labour in footwear firm Heasun (2010) focuses on the pressure

exerted by media, government and public for exploitation of labour in the
clothing and footwear firms. As it was evident in the cases of Walmart and Nike
for which they became infamous in the 1990’s in United States, Therefore in
order to incorporate fair labour practices, government and industry coalitions
were formed. The author observes in his study that with accelerated pace of
globalisation in clothing and footwear the vulnerability to competitive
pressure increases and therefore sweat shop risks shall also increase.

36
15. By Troy (2000)

customer satisfaction based on product quality The study by Troy stipulates

the need for appropriate Footwear as they are more than just shoes. According
to the author shoes give identity and image and also the symbol of Shoes
Company increases the status of Shoes Company. The managers should realize
that their customers demand will continue to increase. So the symbols and
brand logo of Nike and Adidas attract consumers and increase their product
sale by media, internet, advertisement and all. Customers satisfaction needs
are not meet by only brand name but also buy quality of product. Also there
are different type of shoes choices like in sports shoes (gym shoes, jogging
shoes or any other game shoes) etc.

16. By Celuch (2004)

customer satisfaction based on brand loyalty According to the findings by

Taylor, Celuch, & Goodwin (2004), brand equity appear as one of the most
influential influences on both behavioral and attitudinal loyalty. Besides
building on long term customer loyalty, besides building on long term
customer loyalty, organizations putting effort in achieving high brand can
produce difference advantages. Although previous researcher and recurrently
researched on customer loyalty, yet the fundamental of its formation are still
remained uncertain, even if numerous antecedents have been named. Among
these antecedents, both scholars and practitioners have attributed peculiar
credit to customer satisfaction, announcing it as another main antecedent of
loyalty (Bodet, 2008). Referring to Oliva et al.’s study, minor change in
satisfaction can lead to a substantial change in loyalty increment {as cites in
Bowen & Chen, 2001}. Hence, further implicate that customer satisfaction is
one of the ante cent of customer loyalty.

37
17. By Martinez (2010)

outsourcing decision in Spanish footwear The study by Martinez (2010)

focuses on the outsourcing decision in the Spanish Footwear Industry. The
study throws light on the transformation in the Spanish footwear market
between the years 1975-1995, due to the entry of foreign competitors. The
author observes that the firms outsourcing decisions depend on certain factor
like the search cost, the intensity to innovate according to the customers’
requirements and linkages with other institution like the chamber of commerce
or other public organizations. Further certain geographic areas are more
preferred such as vinaplo and Amedo- Calhorra as they are considered as
principal footwear district. The study becomes very important in the present
scenario of competition from other low- labor cost countries due to
globalization. The Casual shoes in India.

38
 CHAPTER 4

RESEARCH

METHODOLOGY

39
RESEARCH METHODOLOGY

1: Introduction-
This section aims to understand the research methodology establishing a
framework of evaluation and of primary and secondary research.

The techniques and concepts were used during primary research in order to
arrive at findings, which are also dealt with, and which lead to logical
deductions towards the end of the analysis and results.

This work at NIKE was divided in two phases:

 Preparing the Questionnaire for a study quality consumer behavior

at NIKE- for this job primary research was conducted through focus
groups, which lead to the preparation of the questionnaire
 Analyzing the feedback and suggesting the best practices for
quality consumer behavior.
 TYPE OF DATA: Primary data and secondary data.
 SAMPLE AREA: ONLINE
 RESEARCH DESIGN: Descriptive research
 SAMPLE METHOD: Random sampling (non probable)
 SAMPLE UNIT:

Over all respondents were approached of different age groups.

Then their responses were divided into four category students, service,
business, others included (tourist, housewife, self-employed people).
Equal respondents from each group taken into consideration. This was
suitable and possible manner of approaching different segments as
choices varies therefore these group covered almost all sorts of
consumers.

40
METHODS OF DATA COLLECTION:
1. Observation method

2. Through Questionnaires

3. In the questionnaire stress was given on certain points

Those points are:

1. Brand awareness

2. Quality & features

3. Performance

4. Advertisements

5. Price

RESEARCH OBJECTIVES

 To study the tastes, preferences, and buying behavior

of consumers in case of footwear of Nike.
 SWOT analysis of Me product sold.
 Comparative study with the competitors.

RESEARCH DESIG
Descriptive research includes Surveys and fact-finding enquiries of

different kinds. The main characteristics of this method is that the

researcher has no control over the variables: he can only report what

has happened or what is happening.

41
DATA SOURCES

There are two types of data. Source of primary data for the present study

is collected through questionnaire and answered by consumers

shoes. The secondary data is collected from Journals. Books and through

Internet search

PRIMARY DATA
The data that is collected first hand by Somme specifically for that

purpose of facilitating the study is known as primary data So in the:

research the data is collected from respondents through questionnaire

SECONDARY DATA
For the company information I had used secondary data like

brochures web site of the company etc. The Method used by me is

Survey Memo as the research dame is Descriptive Research.

RESEARCH INSTRUMENTS
Selected instrument for Data Collection for Online survey is

Questionnaire.

42
QUESTIONNAIRE DESIGN FORMULATION
Under\his method, list of questions pertaining by the survey are

prepared consumers of shoes. Questionnaire has structured type of

questions as well as unstructured type questions Structured objective

type questions are prepared for the respondents with fixed response

categories. Some of the questions are of multiple-choice type. The

questions have more than one alternative.

TYPES OF QUESTION INCLUDED

DICHOTOMOUS QUESTIONS

which has only two answers 'yes' or 'no'

MULTIPLE CHOICE QUESTIONS

Where respondent is offered more than two choices.

IMPORTANT SCALE

A scale that rates the importance of some attribute

RATING SCALE

A scale that rates some attribute like from highly satisfied to highly

unsatisfied or very efficient to very inefficient

43
 CHAPTER – 5

DATA ANALYSIS & INTERPRETATION

44
DATA ANALYSIS

Q1 Showing age wise classification of respondents

Interpretation: Above table and diagram shows the age wise classification of
respondents. It reveals that 73.3% of respondents are aged between 18-21,
6.7% of the respondents aged between 18-21, 6.7% of respondents are aged
between 25-29, and 6.7% of respondents are aged above 30.

Q2 Gender shows the gender wise classification of respondents

Interpretation: the gender wise classification of respondents. It reveals that

73.3% are male and 26.7% are female.

45
Q3 Do respondents normally switch over a brand

Interpretation: 76.7% respondents tend to switch over brands, while 23.3%

respondents doesn’t prefer to change over a brand

Q4 shows the brand consciousness of respondents.

Interpretation: 70% of respondents are brand conscious while purchasing a

product and 30% of respondents are not conscious of the brand.

46
Q5 Shows that how many of them own Nike products.

Interpretation: From the above analysis 76.7% own/use Nike products and
23.3% don’t own a Nike product.

Q6 shows mostly used Nike product

Interpretation: From the analysis most used Nike product is clothing with
46.7% then shoes with 43.3% and last gears with 10%.

47
Q7 Describe the brand Nike?

Interpretation: About 46.7% think Nike is good product, 26.7% think its
outstanding, 23.3% think its average and 3.3% think it’s bad.

Q8 Brand loyalty of respondents

Interpretation: It reveals that 30% are soft core loyal,50% are switchers,6.7%
are hard core loyal, 13.3 have no loyalty towards any brand.

48
Q9 Shows those who willing to buy Nike product in lower price.

Interpretation: 46.7% are willing to buy Nike product at lower price and
balance 53.3% are not willing to buy Nike product at lower price.

Q10 Graph shows those who willing to purchase another brand

with less price.

Interpretation: The graph clearly states that 56.7% are ready to purchase
another product with less price ,13.3% are not ready to purchase another
product with less price and 30% respondents may purchase another product
with less value

45
Q11 The impact of advertisement

Interpretation: 70% of the respondents say that advertisements have a direct

impact on their purchase decision and 30% says no impact. So, it conforms that
there is an impact of advertisement in sale of product.

Q12 The factors consider at the time of buying product.

Interpretation: 20% consider duration,50% consider product price,23.3%

consider product variety/uniqueness ,6.7% consider trend.

46
Q13 Who referred Nike brand to the respondents

Interpretation:80% of the respondents say that the Nike brand were

recommended by their friends, balance 20% of the respondents say that the
Nike brand were recommended by their family members.

Q14 Best Advertising

Interpretation: 50% of respondents are prefer social media advertising,

16.7% prefer mouth to mouth advertising,10% prefer native advertising,10%
prefer broadcast advertising,13% prefer display advertising.

47
Q15 The best Nike product

Interpretation: Analyzing the above graph 66.7% consider footwear is the best
product of Nike,26.7% consider clothing,6.7% consider gear.

Q16 Mode of purchase

Interpretation: 66.7% prefer store mode and 33% prefer in online mode.

48
Q17 Satisfaction with Nike

Interpretation: 16.7% are strongly satisfied with Nike, 46.7% are satisfied
with Nike, 3.3% are dissatisfied with Nike and rest 33.3% are neutral with
product Nike.

Q18 Preferred brand of respondents excluding Nike

Interpretation: 76.7% prefer Adidas, 16.7% prefer Puma, 3.3% prefer Bata
and 3.3% prefer Reebok.

49
Q19 Price effectiveness of Nike

Interpretation: 40% of respondents are neutral about the price, 30% think its
effective and the rest 30% think its not effective.

Q20 Respondents recommendation.

Interpretation: About 90% of the respondents are ready to recommend Nike

to others the rest 10% will not recommend Nike to others.

50
CHAPTER 6

FINDINGS

51
FINDINGS:
 Majority of respondents aged between 18-21
 73.3% of respondents are male and balance 26.7% are female.
 76.7% switch over a brand whereas 23.3 % don’t switch over a brand.
 70% of the respondents are brand conscious whereas 30% are not
 76.7% own a Nike product and the rest 23.3% do not own
Nike products.
 Clothing of Nike are mostly used product by respondents.
 About 46.7% think Nike is good product, 26.7% think its
outstanding, 23.3% think its average and 3.3% think it’s bad.
 50% of the respondents are brand switchers
 53.3% of the respondents are not willing to buy Nike brand at lower
price with negligible quality
 56.7% are willing to purchase another brand with low price
 70% of the respondents believe that advertisements improve the sales of
the brand.
 Majority of the respondents consider price before purchasing a product
 80% respondents were recommend Nike brand by their friends.
 50% respondents recommend social media advertisement is best
for Nike products.
 66.7% of respondents recommend Footwear of Nike product
considered the best.
 66.7% of the respondents are willing to buy product in store.
 46.7% are satisfied with Nike product
 Adidas is preferred more excluding Nike
 Majority of the respondents are neutral towards Nike pricing.
 90% recommend their Nike product to others

52
 CHAPTER – 7

RECOMMENDATIONS
AND SUGGESTIONS

53
Suggestions

• While preferring Nike brand, must consider quality instead of their

popularity.
• Branding company should make effective use of available
opportunities which helps to build brand loyalty.
• Consumers feel the company is lacking in innovation hence, there
preference has shifted to other local brands
• Quality products are mostly preferred but quality alone doesn’t work,
brand should focus on innovative ideas regarding its product.
• Proper techniques are to be adopted to ensure the quality of products
as youth consumers are very much attracted by the quality of Nike.
• As large proportion of youth prefer branded products much care must
be taken to satisfy their needs so that they stick on a specific brand.
• In present scenario competition is high and consumers may prefer
some other product if the brand fails to satisfy their needs

54
 CHAPTER-8

CONCLUSION & LIMITATIONS

55
 5.1 LIMITATIONS
➢ Difficulty in finding respondents.

➢ The sample size is small due to the specified reasons.

➢ Findings are based on a sample survey.

➢ Also, due to time constraints, enough justice could not be

done to the project

56
 5.2 CONCLUSIONS

The research is conducted on the topic “BRAND AWARENESS AMONG

THE YOUTH: A CASE STUDY OF NIKE”. The main objective of the
research is to measure awareness of brand Nike among its consumers.
Majority of respondents are brand conscious in buying product. Footwear of
Nike brand are the mostly used and most familiar Nike product among the
respondents. Among the opinion of respondents footwear of Nike product
considered as the best product of Nike brand. Most among the respondents
consider quality of a product before buying a product. According to the
satisfaction study conducted in the research the major part of respondents are
satisfied with quality of Nike brands. Respondents says that there is an impact
of advertisements and celebrities in the purchasing behavior of Nike product.
According to the responses the social media advertising is the best method of
advertising suitable for Nike products. More than half respondents of the
research are willing to recommend Nike products to others. As large
proportion of youth prefer branded products, must be taken to satisfy their
needs so that they stick on a specific brand. In present scenario competition is
high and consumers may prefer some other product if the brand fails to satisfy
their needs.

57
 ANNEXURE

NIKE Brand awareness among the youth

Q1 Age
a) Below 18 b)18-21 c)21-25 d)25-30 e)30 above

Q2 Gender
a) Male b) Female c) Transgender

Q3 Do you normally switch over a brand

a) yes b) no

Q4 Are you brand conscious of buying products

a) Yes b) No

Q5Do you own a Nike product?

a) Yes b) No

Q6 Which product of Nike you used most?

a) Clothing b) Shoes c) Gear

Q7 How would you describe the brand Nike?

a) Average b) good c) Outstanding d) Bad

Q8 Are you a brand loyal?

a) Hard core loyal b) Soft core loyal c) Switchers d) No loyal

Q9Are, you willing to buy Nike brand at lower price with negligible quality?
a) Yes b) No

Q 10 Will you purchase another brand with less price?

a) Yes b) No c) Maybe

58
Q11 Is there any impact of advertisements and celebrities in the purchase
behavior of Nike products?
a) Yes b) No

Q12 What factor do you consider before buying a product?

a) Duration b) Price c) Variety d) Trend e) Availability

Q13 Who referred Nike brand to you?

a) Friends b) Family c) Relatives

Q14 Which type of advertisement is best for Nike products?

a) Paid search advertising b) Mouth to mouth advertising
c) social media advertising d) Display advertising
e) Print advertising f) Broadcast advertising
g) Outdoor advertising h) Native advertising

Q15 What NIKE product do you consider the best?

a) Footwear b) Clothing c) Gear

Q16 Are you more willing to buy products online or in store

a) Online b) In store

Q17 Satisfaction with Nike

a) Strongly satisfy b) Satisfy c) Neutral d) Dissatisfied

Q18 What would you prefer more among the listed brands?

a) Adidas b) Reebok c) Puma d) Bata e) Other:

Q19Do, you find Nike products price effective?

a) Yes b) No c) Maybe
Q20Would, you recommend Nike to someone?
a) Yes b) No

59
BIBLIOGRAPHY
BOOK:

 Kotler Philips “CONSUMER BEHAVIOR” published by 2007

 GODIN SETH (PERMISSION MARKETING)
 AL RIES (POSITIONING)
 Philip Kotler - Marketing management 11th edition
 A. Vinod - Marketing management revised edition 2010

WEBSITES:

 https://www.retaildive.com/

 www.nike.com

 www.google.com

 https://squeezegrowth.com/nike-marketing-strategies/

 Scribd.com

 Ask.com

 Wikipedia.com

 https://www.nike.com/in/

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