1

A PROJECT REPORT ON

“A study on comparative analysis on consumer purchase intention towards

Nike and with its competitors”

SUBMITTED BY:

Ananya Singh

ASHOKA CENTER FOR BUSINESS AND COMPUTER STUDIES

TYBBA-V SEMESTER

YEAR:2022-23

SUBMITTED TO

SAVITRIBAI PHULE PUNE UNIVERSITY, PUNE

IN PARTIAL FULFILMENT OF THE DEGREE OF BACHELOR OF BUSINESS

ADMINISTRATION (BBA)

UNDER THE GUIDANCE OF

Mrs. Rida Shaikh

(Assistant Professor)
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Ashoka Education Foundation’s

ASHOKA CENTER FOR BUSINESS & COMPUTER STUDIES

Certificate

Date: 15th November 2022

This is to certify that Ms. Ananya Singh of TYBBA – A Roll no. 18

Having specialization in Marketing has successfully completed her project

titled A study on comparative analysis on consumer purchase intention

towards Nike and with its competitors of Savitribai Phule Pune University

under the guidance of Asst. Prof. Rida Shaikh for the academic year 2022 –

23.

Project Guide Principal

Project Coordinator External Examiner

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ACKNOWLEDGEMENT

“It is not possible to prepare a project report without the assistance and encouragement of
other people. This one is certainly no exception.”

On the very outset of this project on “A study on comparative analysis on consumer

purchase intention towards Nike and with its competitors”
I would like to thank all the personages who have helped me in this project. Without their active
guidance, help, cooperation and encouragement, I would not have made headway in this
project.
First of all, I would like to thank Savitribai Phule Pune University for providing me the
opportunity to undertake this project. I would also like to thank our principal Mr.P.A Ghosh
for the guidance provided by him from time to time. No doubt that his contributions for the
successive completion of this project played a vital role.
I am extremely thankful and pay my gratitude to my project guide Prof. Rida Shaikh for her
valuable guidance and support on completion of this project in her presence.
I would like to thank all the other staff members from Ashoka Center for Business and
Computer Studies who have directly or indirectly helped me throughout this project.

Signature:
Ananya Singh
Date:
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DECLARATION

This is to inform that I, Ananya Singh student of Ashoka Center for Business and Computer
studies, has given the original data and information to the best of my knowledge in the project
titled as “A study on comparative analysis on consumer purchase intention

towards Nike and with its competitors”

I have completed this project under the guidance of Asst. Prof. Rida Shaikh and that no part
of this information has been used for any other assignment but for the partial fulfillment of the
BBA course that I am pursuing at Ashoka Center for Business and Computer Studies.

I have prepared this report with my own efforts and I have gathered all the relevant information
personally.

Signature
Student Name
Date:
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INDEX
PAGE
SR. NO CHAPTER TITLE NO.
1. INTRODUCTION

1.1 Introduction to the topic

1.2 Objectives of the topic

1.3 Scope of the topic

1.4 Research Methodology

2. ORGANIZATIONAL PROFILE

2.1 Organization Profile

2.2 Organization structure

2.3 Product Profile

3 ACTUAL WORKING RELATED TO TOPIC

4 DATA ANALYSIS AND

INTERPRETATION

5 FINDINGS CONCLUSION
6 SUGGESTIONS AND RECOMMENDATION

BIBLIOGRAPHY
ANNEXURE
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CHAPTER NO-1
INTRODUCTION
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1.1 Introduction to Marketing:

MEANING AND DEFINITION-

Marketing is a form of communication between a business house and its customers with the goal
of selling its products or services to them. Goods are not complete products until they are in the
hands of customers. Marketing is that management process through which goods and services
move from concept to the customer. Marketing has less to do with getting customers to pay for a
product as it does with developing a demand for that product and fulfilling the customer’s needs.
According to the American Marketing Association (AMA) Board of Directors, Marketing is
the activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large.
Dr. Philip Kotler defines marketing as “the science and art of exploring, creating and delivering
value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and
desires. It defines, measures and quantifies the size of the identified market and the profit
potential. It pinpoints which segments the company is capable of serving best and it designs and
promotes the appropriate products and services.” Thus, marketing refers to all the activities
involved in the creation of place, time, possession and awareness utilities and beyond.

MARKETING CONCEPTS- TRADITIONAL AND MODERN-

Concept is a philosophy, attitude, a line of thinking, an idea or notion to relating any aspects of
divine and human creations. The philosophy of an organization in the dynamic creation of
marketing is referred to as a marketing concept. Thus, marketing concept is a way of life in which
the resources of an organization are mobilized to create, stimulate and satisfy the consumer at a
profit.

TRADITIONAL/ CLASSICAL CONCEPT-

According to this concept, marketing consists of those activities which are concerned with the
transfer of ownership of goods from producers to consumers. Here, the role of physical
distribution and marketing channels is over emphasized. It refers to marketing as the process by
which goods are made available to ultimate consumers from their place of origin. The emphasis of
marketing is on sale of goods and services. Consumer satisfaction is overlooked.

MODERN CONCEPT-
According to this concept, marketing is concerned with the creation of consumers. According to
the modern thinker Peter Drucker, Marketing is so basic that it cannot be considered as a
separate function. It is the whole business seen from the customers’ point of view…business
success is not determined by the producer but the customer. Thus, the modern concept lays
greater emphasis on customers and considers them as kings. Marketing is not merely a physical
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process but is something beyond that. It is the managerial philosophy which centres around the
wants and desires of customers.

TRADITIONAL CONCEPT vs. MODERN CONCEPT-

1. Traditional marketing starts from production and ends with sale but modern marketing includes
planning, product, price, promotion, place, people, after sale service etc.
2. Traditional marketing concentrate on favorable products, but modern marketing concentrates
on customer needs, wants and satisfaction.
3. In traditional marketing, only those products are sold which the producer produces. No focus is
laid on consumer preference. On the other hand, modern marketing indulges in production only
after analyzing consumer demands.
4. Traditional marketing is product and production oriented while modern marketing is consumer
oriented.
5. The target of traditional marketers was to earn maximum profit by maximizing sales. But, the
main motive of modern marketers is to earn profits through satisfaction of consumer needs.
6. The principle of traditional market was “caveat emptor” i.e., “let the buyer beware”. Whereas,
the principle followed by modern market is “caveat venditor” i.e., “let the vendor beware”.

SELLING vs. MARKETING-

It is a common error committed when people say they are going for marketing when they actually
go to the market to purchase goods/ services. Well, it is simply buying from consumers’ end and
selling from the sellers’ end. Marketing is a wider term than selling. Let us now see how selling
differs from marketing.

MARKETING SELLING
1. It begins before sale and continues after 1. It begins after production and ends with
sale. the sale.
2. It focuses on consumer needs. 2. It focuses on seller’s needs.
3. It has long term perspective aiming for growth 3. It has short-term perspective.
and stability.

4. It is a philosophy of business. 4. It is a routine day to day physical

process.
5. Here, customer comes first, then 5. Here, product comes first, then
product. customers.
6. It has wider scope. 6. Its scope is narrower as compared to
marketing.

Thus, from the above table the distinction of marketing from selling can be understood.
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FUNCTIONS OF MARKETING-
Marketing functions are those specialized activities that a marketer must perform in order to
identify and source potentially successful products for the market place and then promote them by
differentiating them from similar products. The important functions of marketing are discussed
briefly below:
1. Research & Development Function- A marketer has to carry out adequate research to
identify the size, behavior, culture, gender, demands etc. of the target market segment, and
then develop the products/services accordingly to meet and satisfy the needs of target
customers.
2. Buying Function- The marketing department has to assist the purchase and supply
department by sending specifications of the materials required so as to get timely and quality
materials for production.
3. Standardization & Grading- Standardization means setting quality standards to achieve
uniformity in the product. It provides consistent quality assurance to consumers. Grading
means classifying the product on certain accepted benchmarks or bases such as size, quality
etc. Through grading, the marketer can get higher price for quality product.
4. Packaging and Labeling- Packaging is traditionally done to protect the goods from damage
in transit and to facilitate easy transfer of goods to customers. But now it is also used by the
manufacturer to establish his brand image as distinct from those of his rivals. Another activity
involved with packaging is labeling. It means putting identification marks on the package.
Label is that part of a product which contains information about the producer and the product.
5. Branding- It is the process of stamping a product with some identification name or mark or a
combination of both. Branding means giving a distinct individuality to a product. Some
popular brands are Airtel, Sony, Lux, Nirma etc.
6. Pricing- Determination of price of a product is an important task of a marketing manager.
Price is influenced by cost of product and service offered, profit margin desired, prices fixed
by rival firms, government policy, etc.
7. Promotion Function- The marketing manager must design adequate strategies to make
known to consumers about the availability of products in the market. Without this function,
products will remain in the hands of producers and will never reach the consumers. Four
important methods of promotion are advertising, personal selling, publicity and sales
promotion.
8. Physical Distribution- This function involves the activities which are necessary to transfer
ownership of goods to customers and also making available goods at the right place and time.
9. Transportation- It provides the physical needs which facilitate the movement of persons,
goods and services from one place to another.
10. Warehousing- To meet the expected demands of consumers, goods are produced or procured
well in advance and stored in warehouses till they are transferred to customers. Warehouses
protect the goods from any damage which may be caused by any rodents, moisture, sun, theft,
etc.
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11. Risk- taking function- Risks are involved in almost all levels of marketing process. Risk
taking in marketing refers to the financial risk that is inherent in producing and handling
goods, including the possible loss due to a fall in prices and the losses from spoilage,
depreciation, obsolescence, fire and floods etc.
12. Customer Support Services- This function relates to developing customer support services
such as after sales services, handling customer complaints and adjustments, providing credit
facilities, maintenance services, technical services etc. These services provide maximum
customer satisfaction and develop brand loyalty for a product.

All the above, and in some situations, more other functions are performed by the marketing
manager.

MARKETING MIX- THE 7 Ps of MARKETING-

Marketing mix represents a blending of decisions in few areas for the satisfaction of the needs of
customers. E.J. McCarthy had formerly given four elements of Marketing Mix. These include: (1)
Product, (2) Price, (3) Promotion, and (4) Place or Physical Distribution. These elements are
popularly called the “four Ps of Marketing Mix”. As marketing became a more sophisticated
discipline, one more element was added to these 4 Ps- People. Later on two more Ps were added,
especially for the service sector, viz., Process and Physical evidence. . These elements are
interrelated because decisions in one area usually affect actions in the others. The blend or
mixture of these elements are often referred to as Marketing Mix. It basically concentrates on the
target consumers. Let us have a brief discussion of the above-mentioned elements-

Marketing Mix
1. Product: It involves planning, developing and producing the right type of products and
services to be offered by the firm to the customers. It deals with the product range, design,
durability, branding, packaging, color and other features.
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2. Price: A product is only worth what a customer is willing to pay for it. The marketing manager
must determine the price in such a way that it covers the cost of production and distribution of the
product and a reasonable margin of profit. Other variables influencing price are the price fixed by
competitors, government regulation etc. It is the only element of marketing mix that generates
revenue- everything else represents a cost.
3. Promotion: It deals with informing the customers about the firm’s product and persuading
them to purchase the same through personal selling, advertising, publicity and sales promotion.
4. Place or Physical distribution: It is concerned with making the product/service available to
the customers at the right place, at the right time and in the right quantity. The place where the
customers buy a product and the means of distributing the product to that place must be
appropriate and convenient to the customers.
5. People: It generally refers to the employees of the business organization who deal with the
customers.

Introduction to Consumer Behaviour:

What is the meaning of consumer behaviour?
Consumer behaviour is the study of consumers and the processes they use to choose, use
(consume), and dispose of products and services, including consumers’ emotional, mental, and
behavioural responses.
Consumer behaviour incorporates ideas from several sciences including psychology, biology,
chemistry, and economics.

Why is consumer behaviour important?

Studying consumer behaviour is important because it helps marketers understand what influences
consumers’ buying decisions.
By understanding how consumers decide on a product, they can fill in the gap in the market and
identify the products that are needed and the products that are obsolete.
Studying consumer behaviour also helps marketers decide how to present their products in a way
that generates a maximum impact on consumers. Understanding consumer buying behavior is the
key secret to reaching and engaging your clients, and converting them to purchase from you.
A consumer behaviour analysis should reveal:
• What consumers think and how they feel about various alternatives (brands, products,
etc.);
• What influences consumers to choose between various options;
• Consumers’ behaviour while researching and shopping;
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• How consumers’ environment (friends, family, media, etc.) influences their behavior.
Consumer behaviour is often influenced by different factors. Marketers should study consumer
purchase patterns and figure out buyer trends.
In most cases, brands influence consumer behaviour only with the things they can control; think
about how IKEA seems to compel you to spend more than what you intended to every time you
walk into the store.
So, what are the factors that influence consumers to say yes? There are three categories of factors
that influence consumer behaviour:
1. Personal factors: an individual’s interests and opinions can be influenced by
demographics (age, gender, culture, etc.).
2. Psychological factors: an individual’s response to a marketing message will depend
on their perceptions and attitudes.
3. Social factors: family, friends, education level, social media, income, all influence
consumers’ behaviour.

What Are the Steps Involved in a Consumer’s Purchase Decision Process?

The decision-making process that a consumer goes through comprises the following steps:

• Problem recognition
• Search
• Evaluation of alternatives
• Purchase decision
• Post-purchase evaluation

Satisfaction or dissatisfaction associated with a purchase or consumption affects post-

purchase consumer behaviour. The buying process begins with the consumer identifying a
need or a problem activated by internal or external stimuli.
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1.2 Objective of the Topic

• To understand the meaning of Consumer behaviour
• To understand the Consumer Behaviour on purchase of NIKE shoes
• To understand the legal aspects of Nike

1.3 SCOPE OF THE TOPIC

Scope of Consumer Behaviour

Words such as consumer behaviour, individual buyer behaviour, and buying behaviour
of the consumer are all the same. Consumer behaviour is defined as the study of
individuals, groups, and organizations performance in selecting, buying, using the goods
and services, ideas, or experiences to fulfil the buyer's needs and wants.
The information given below will help you to understand the behaviour of the customers.
Companies conduct various research programs to collect information about their target
customers.
The scope of consumer behaviour is as follows.

• Demand Forecasting
• Marketing Management
• Non-profit and Social Marketing
• Selecting Target Market
• Market Mix
• Educating Customers
• Assists in Designing Product Portfolio
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Demand Forecasting
Consumer behaviour helps in the forecasting of the demands for the business. Every
business identifies the needs and wants of the customers by understanding their
behaviour. Forecasting helps them to find out the unfulfilled demands in the market
easily. If the company knows what their consumer wants, they can design and produce
the product accordingly.
The behaviour of the consumer plays an important role in forecasting the demand for the
products. In addition, it helps the company to identify the market opportunity available
to them.
Marketing Management
Effective business managers know the importance of marketing towards the success of
the business. Understanding consumer behaviour is essential for the long-running
success of any marketing program. A better understanding of consumer needs and wants
to help the business to plan and execute their marketing strategies accordingly.
Proper understanding of the behaviour of the consumer makes the company know its
customers in a better way. That ultimately helps businesses to strategize and implement
marketing in a better way.

Non-profit and Social Marketing

In today's world, every non-profit business-like government sector, religious sector,
university, the charitable institution runs the business's overall activity by implementing
proper marketing plans for the business. Also, they contribute to solving the problems of
society. Thus, a transparent consumer behaviour process and decision-making
contributed efforts towards the success of the business.

Select Target Market

Consumer behaviour helps the organisation to select its target group from the market.
Studying and identifying consumer behaviour helps them to know the consumer
segments with distinct features and wants. It helps in segmenting the overall market into
different groups.

Market Mix
Proper development and designing all-important elements like product, price, place, and
promotion are essential for every business. It helps them to identify the likes and dislikes
of the customers. This allows marketers to design optimum marketing mix plans and
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improve the effectiveness of marketing strategies. The proper implementation of a

marketing mix helps organisations to attract more customers, thereby increasing profit.

Educating Customers
Consumer behaviour helps the marketer to know how consumers spend their buying
decisions. By understanding the customer's behaviour, a marketer can easily get an idea
of how they can improve their buying decision. The market can guide and suggest a way
to save their money and give them better options. Customers become aware of the
opportunities available to them as per their behaviour.

Assists in Designing Product Portfolio

Designing a product portfolio is a challenging part of every business. Every business
should design a portfolio that consists of all classes of the product. Consumer behaviour
helps in identifying the class and needs of the customers. It helps companies to design
the product which fulfils the requirements of their customers. In this way, a business can
design the optimum portfolio and serve its customers better.
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1.4 RESEARCH METHODOLOGY

SR.
Particular Specification
No.

1 Type of Research Quantitative research

2 Research Design The research design is
exploratory and descriptive
in nature.

3 Sampling Area Nashik

4 Sample Design Non-probability sampling

5 Sample Size 21

6 Sampling method Simple sampling

7 Period considered for data analysis 5days

8 Type of data collected Primary

9 Data Collection methods Questionnaire

10 Data analysis methods Descriptive analysis

Google analytics, pie charts
11 Statistical tool used and graphs

1.5 Limitations of the research

1. The study is limited to Nashik city

2. The time period for the research was limited.
3. The number of respondents were restricted to 21 respondents only
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CHAPTER NO-2
INTRODUCTION
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2.1 ORGANIZATION PROFILE

OUR MISSION:
BRING INSPIRATION

AND INNOVATION

TO EVERY ATHLETE*

IN THEWORLD
*If you have a body, you are an athlete

We champion continual progress for athletes and sport by taking action to help
athletes reach their potential. Every job at NIKE, Inc. is grounded in a team-first
mindset, cultivating a culture of innovation and a shared purpose to leave an
enduring impact.
- (NIKE WEBSITE)
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2.2 HISTORY OF THE ORGANISATION

1962: Phillip Knight, a Stanford University business graduate and former member of the
track team, arranges to import athletic shoes from Japan and sell them in the U.S. Knight
created Blue Ribbon Sports as a cover name for his small- scale shoe-selling operations
1964: William Bowerman becomes a partner by matching Knight's investment of $500.
1965: Hires a full-time employee, and annual sales reach $2,000.
1966: Blue Ribbon Sports, also known as BRS, rents its first retail space; employees can now
stop selling shoes from their cars. 1969: It now has several stores and 20 employees; sales are
close to $300,000.
1971: Nike, capitalizing on the Greek goddess of victory. The first Nike product sold with the
new symbol is a soccer shoe. 1970-1975: Steve Prefontaine was turned to the University of
Oregon by Bill Bowerman and wore Nike products.
1976: The popularity of jogging increases revenue to $14 million.
1978: The company changes its name to Nike.
1980: Nike goes public, offering 2 million shares of stock. 1990: Nike files suit against
competitors for copying the patented designs of its shoes, and also engaged in a dispute with
the U.S. Customs Service over import duties on its Air Jordan basketball shoes.
1997: Feb., Stocks reaches a high of $76 per share. 1998: Sept., Stocks tumbles to $31 per
share. 2000: The National Football League declines to renew its exclusive apparel licensing
arrangement with Nike. 2001: Nike opens its first Nike Goddess store, a unit targeting
women, in Newport Beach, CA. 2003: Nike purchases Converse Inc. for $ 305 million.
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COMPANY OVERVIEW
• Nike's principal business activity is the design, development and worldwide
marketing of high-quality footwear, apparel, equipment, and accessory product
• Distributed in over 160 countries around the world: (Asia, Australia, Canada, Europe,
Latin America, and the United States)
• Nike is the largest seller of athletic footwear and athletic apparel in the world.
• Fiscal year ended May 2003: Revenues of $10,897 million (increase of 8.1% against
2002)
• Employees: 26,000 worldwide.
650,000 in Nike contracted factories around the globe.
Facilities: in Oregon, Tennessee, North Carolina and The Netherlands.
-Also operates leased facilities for:

▪ 14 Nike towns,
▪ Over 200 Nike Factory Stores,
▪ 12 Nike Women stores
Over 100 sales and administrative offices.

NIKE SWOT ANALYSIS

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Top Nike Competitors

1. Adidas
Adidas formerly known as Dassler Brother Shoes is the designer, manufacturer and marketer
of shoes, clothing and accessories. In 2005, Adidas acquired Reebok for $3.8 billion. After
takeover both the companies Reebok and Adidas have strong position to compete with Nike
in North America. Adidas group consist three subsidiaries i.e. Reebok, Runtastic and
TaylorMade. According to this, Adidas is the strong competitor of Nike and the second
largest shoemaker in the world. Adidas brand valuation is $14.3 billion and revenue
amounted for 21.218 billion (Euro).

2. Reebok
Reebok is another competitor of Nike Inc. Reebok is a footwear and apparel company that
designs, manufactures and distributes CrossFit, fitness, running footwear and clothing.
Reebok is a subsidiary of German company Adidas Group. Reebok manufactures variety of
assortment but according to Reebok, customer top rated product is Reebok CrosFit Nano 8.
The company considers itself distinctive and authentic with is consumers. Reebok revenue is
amounted for $2 billion in 2017.

3. Puma
Puma is a German multinational brand that designs and manufactures variety of athletic and
casual footwear, apparels and accessories. The company offers many sports-inspired products
like training and fitness, golf, basketball, football and motorsports. Interestingly both the
founders of Adidas and Puma were brother and founders of Dassler Brothers Shoes. In 1948,
they were agreed to split the company and founded two companies Adidas and Puma. Annual
revenue of Puma is amounted $5.5 billion. Puma is considered as Nike competitor in sport
footwear and apparels.
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2.3 ORGANISATION STRUCTURE

Nike has a matrix organizational structure incorporating geographic divisions. Nike's matrix
structure is also present at the regional and sub-regional levels. Managerial responsibility is
segmented according to business unit (apparel, footwear, and equipment) and function
(human resources, finance, marketing, sales, and operations)

2.4 PRODUCT PROFILE

Sneakers Running Shoes

Casual Shoes
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CHAPTER NO-3
CONCEPTUAL BACKGROUND/
ACTUAL WORKING RELATED TO
TOPIC
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3.1 Legal Aspects in marketing

Nike Vaporfly ban: why World Athletics had to act against the high-
tech shoes

What makes the Nike Vaporfly Next shoe so controversial that it needed to be
banned from competition by World Athletics?
Apparently, it’s because the technology is said to give the wearer an unfair advantage. Others
have commented on this one way or the other.

In my view, none of these things would be an issue if top athletes were to return to running
barefoot. This was quite standard until relatively recently. It’s also much healthier for the
runners and they don’t end up with deformed feet.

Sadly, this is unlikely in the short term given the shoe industry sponsorship money involved.

Is the Nike Vaporfly next banned?

Now Kipchoge’s Vaporflys has been banned from competition in a recent move by running’s
governing body, World Athletics. Despite this, other versions of the shoes will still be legal.
… In addition, any new design of shoes has to be made available for anyone to buy for four
months before they can be used in competition.

Nike Vaporfly Ban Prototype

Above all the higher-end running shoe is the final version of the prototype that elite
marathoner Eliud Kipchoge wore in October when he ran 26.2 miles on a closed course in
less than two hours.

Its release comes less than a week after World Athletics clarified its guidelines on sneaker in
particular the Nike VaporFly.
 26

Saying they couldn’t have more than one carbon-fibre plate. And couldn’t have soles more
than 40 millimeters thick.

However, under those regulations. Which involves measuring at a specific place on a men’s
size-8 1/2 shoe. This new top-end shoe measures 39.5 millimeters. The more durable trainer
has a stock height of more than 40 millimeters.

The Air Zoom line includes a high-end shoe that will be allowed in competition under the
new World Athletics guidelines.

New York

NIKE Inc is expanding its controversial running innovation. The technology that prompted
track’s international governing body to rewrite its rules on sneakers – to new sports and new
products.

Above all, the company unveiled on Wednesday a footwear series featuring its new foam,
carbon-fiber plates, and small pockets of air underneath the forefoot.

The Air Zoom line includes a high-end running shoe. Which the company said will be
allowed in competition under the new World Athletics guideline. And a more affordable
running sneaker, which won’t.

In addition, the sneakers show that the Beaverton, Oregon-based company is willing to
separate the guidelines for Olympians from the products that it pitches to amateur runners.

Weekend warriors can run in whatever shoes they’d like, and at a cheaper price than previous
iterations. The US$200 trainer may make the technology accessible to a wider set of
consumers.

“You want to protect those athletes more. You want to give them more foam,
cushioning under the forefoot,” said Tony Bignell, Nike’s vice president of
footwear innovation. “We will launch that shoe, because it’s a great shoe.”
 27

Nike, Adidas settle patent fights over shoe technology

Nike and Adidas have settled a series of U.S. patent disputes over sneaker technology,
according to new court documents filed last week.

The dispute between the two athletic companies started in Dec. 2021 when Nike Inc. filed a
suit in the United States District Court District of Oregon claiming that Adidas AG was
infringing on several of its footwear patents, namely its Flyknit knitted shoe upper
technology. The suit specifically cited Adidas’s Primeknit shoes as an example of a product
that allegedly infringed on Nike’s patents.

That same month, Nike requested that the U.S. International Trade Commission (ITC)
institute an investigation against Adidas based on its alleged “unlawful and unauthorized”
importation and/or sale within the United States of certain knitted footwear products that
infringe Nike’s patents protecting its Flyknit technology. The ITC began an investigation of
Adidas’ shoes based on the complaint in January.

Adidas filed its own lawsuit in U.S. District Court for the Eastern District of Texas in June. In
this countersuit, Adidas claimed that Nike “knowingly and intentionally” infringed on nine
patents related to Adidas’ proprietary athletic technology. The lawsuit calls out Nike’s Run
Club app, the Nike Training Club app and the Nike SNKRS app as allegedly containing
infringing elements. The complaint also takes issue with Nike’s software connects that
connects to its shoes via a remote device, which is featured in the Nike Adapt, HyperAdapt
and the2016 Nike Mag.

“Adidas has long been a leader in mobile technology, including technology related to mobile
fitness and mobile purchases,” Adidas claimed in the June suit. “Adidas was the first in the
industry to comprehensively bring data analytics to athletes.”

Claiming it has been damaged “irreparably” by Nike’s infringement, Adidas asked to be

rewarded at an amount that is compensates for Nike’s “infringing activities” that is “no event
less than a reasonable royalty.”

The companies jointly asked the Oregon court to dismiss Nike’s lawsuit on Tuesday, and
asked the Texas court and ITC to drop their cases on Thursday.

All of the filings said the dispute had been settled. Details of the settlement were not
immediately available.

FN has reached out to both companies for comment.

Separately, both companies have been involved in their own patent-related lawsuits with
other brands. Nike filed a lawsuit against StockX in February, alleging that the sneaker resale
marketplace used Nike’s trademarked logos and products in attempts to enter the NFT, or
 28

non-fungible token, market. the Swoosh also accused Lululemon Athletica Inc. of patent
infringement related to its at-home Mirror fitness device and other apps in a lawsuit filed in
January.

In July 2021, Milkcrate Athletics sued Adidas North America for alleged copyright and
trademark infringement. And in May 2018, Adidas and Skechers USA Inc. settled a
lawsuit first brought by the German brand in September 2015, alleging that Skechers
unlawfully infringed on several of its trademarks.
 29

CHAPTER NO-4
DATA ANALYSIS &
INTERPRETATION
 30

Sample Demography
Out of the sample population of 22, 50 % were females and 45.5% males.

Out of the sample population of 21, 54.5 % were from the age group of 20-25 and 36.4%
from <20 and rest from 25-30 and >30 years of age

81.8% of the sample population was student 9.1% where the working and rest were retired
and sports person
 31

Sample Expenditure Information

Yearly Spending on sportswear, for 40.9% of the sample population it was Rs 2000-4000,
31.8% Rs 4000-6000, 13.6% Rs>6000 and 13.6% Rs 2000.

Sample Buying Behaviour

50% of the sample population buys a shoe anytime, 31.8% during offers, 13.6% before a
sports match.
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36.4% of the sample population buys shoes once in 2 years, 31.8% in 6 months and 27.3% in
a year.

When we asked the customers, how do they choose their shoes, 72.7% said that they
personally try it out before the purchase and then buy.
13.6% of the sample population Buys by getting influenced.
9.1% of the sample population buys by the recommodations by their friends.

The following table shows Risks perceived by our sample and how they handle this risk:
Perceived Risk How Consumers Handle Risk
Functional Risk Personally try it out before purchasing
Physical Risk Personally try it out before purchasing
Financial Risk Buys the best brand
Social Risk Consult Friends
Psychological Risk Buys the most advertised brand/ Buy what
sports person endorse
Time Risk
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Factors Influencing buying behaviour

When asked the customers, to rate the following factors involved in buying sports shoes as per their
level of preference, out of 21 sample population 19 of them chose looks as their preference and for
18 of them it is comfort where as for 14 customer their top preference is long lasting or durability.

Purchase Information
As the graph shows that the sample population of 21, majority of the population choose Nike as
their favorait brand, the brand they find most of the sports person endorsing, the brand they find
most of the sports person wearing, the brand they are owning.

When asked, if the price of all the sports shose and apparel brands are same which one would they
prefer and 17 of the customers chooes Nike.

Even if the features and attributes of all the brands were same they would prefer Nike in compare to
other brands.
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Personal Preference
45.5% of the sample population prefers sports shoes, 40.9% sneakers and 9.1% other
categories of shoes
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CHAPTER NO-5
CONCLUSION &
FINDING
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Conclusion

The summary and conclusion of the project:

• This project is all about understanding the comparative analysis on consumer

purchase intention towards Nike and with its competitors and its legal aspects.

• Projects starts with knowing about the profile and products offered by the brand.

• The projects have an introductory part wherein the details of the topic and
objectives are mentioned

• Then it talks about the profile, products and structure of the organization

• Then comes the actual working related to the topic

• Then the data collected is analysed interpreted

• Then the project concludes with findings, suggestions and annexure

Findings

1. The legal aspects were handled very professionally

2. Majority of the customers were satisfied with the products and their quality.

3. The customers give more preference to the comfort, looks and its durability.
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CHAPTER NO-6
RECOMMEDATION/ SUGGESSION
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1. Suggestions and Recommendations

Based on observation, the following suggestions could be offered:

1. The brand can offer special offers for the sports customers and
gain more positive brand recognition in the market.

2. As majority of the customers where students Nike can provide

different loyalty or services exclusively for the students.

3. The Brand can work more on the influencer marketing and gain
more customers, as social media marketing is at boom.

6.1 Bibliography

Website References
1.Website title: nike.com
URL: https://www.nike.com/in

2.Article title: Consumer behavior in marketing – patterns, types, segmentation

Website title: www.omniconvert.com
URL: https://www.omniconvert.com/blog/consumer-behavior-in-marketing-patterns-types-
segmentation

3.Article title: History of Nike

Website title: A report on consumer behaviour in Nike
URL: https://www.slideshare.net/hemanthcrpatna/a-report-on-consumer-
behaviour-in-nike
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Annexure
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1.Gender
Male
Female
Other

2.Age
<20
20-25
25-30
>30

3.Occupation
Student
Graduate
Working
House Wife
Retired
Sports Person

4.Yeary spending on Sports Wear

<2000
2000-4000
4000-6000
>6000

5.How often do you buy shoes?

Monthly
6 months
Yearly
Once in 2 years

6.When do you buy shoes?

Anytime
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Offers
Festivals
Depending upon the season
Before a sports match

7.How do you choose your shoes?

Friends
Advertainment
Personally try
Influencer

8.Rate the following factors involved in buying sports shoes as per your level of preference
Price
Comfort
Brand image
Long lasting
Looks
Recommendation
Ratings-5, 4, 3, 2, 1

9.Your favourite Brand in sports wear

Which is endorsed most by sports person?
Which is worn most by sports person?
Which of the following do you own?
If the price of all the sports shoes and affair brands are same, then which one would you
prefer?
If attributes and features of all the brands were same, then which one would you buy?
Options- Nike, Puma, Adidas, Reebok

10.Which shoe category do you prefer?

Casual Shoes
Sports Shoes
Sneakers
Other