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Open Project Puma
Open Project Puma
PROJECT REPORT
SUBMITTED TO INDIAN ACADEMY DEGREE COLLEGE
AUTONOMOUS IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE AWARD OF
A DEGREE OF BACHELOR OF COMMERCE .
SUBMITTED BY
Pranay Kumar R
(REG NO.21IABCM232)
DECLARATION
_ _ _ _
I HEREBY DECLARE THAT THIS PROJECT REPORT ENTITLED “A STUDY ON
CUSTOMER STASIFICATION AMONG COLLEGE FRIEND ON PUMA BRAND IN
BENGALURU CITY ”IS A BONAFIDE REPORT OF THE STUDY UNDERTAKEN BY
ME,UNDER THE GUIDANCE OF MS. Prof. Lakshmi K DEPARTMENT OF
COMMERCE,IADC BANGALORE
DATA
PLACE:BANGALORE PRANAY
KUMAR R
1. Introduction:
2. Literature Review:
3. Methodology:
4. Data Analysis:
5. Results:
6. Discussion:
7. Conclusion:
8. References:
Quantitative Component:
Qualitative Component:
RESEARCH OBJECTIVES
TYPE OF RESEARCH
Descriptive research
DATA SOURCES
PRIMARY DATA
SECONDARY DATA
IMPORTANCE SCALE
A scale that rates the importance of some attribute.
RATING SCALE
A scale that rates some attribute from highly satisfied to
highly unsatisfied and very inefficient to very efficient
SAMPLING UNIT
Who is to be surveyed? The marketing researcher must
define the target population that will be sampled.
EXTENT
Where the survey should be carried out?
I have covered entire residential area of Delhi city for the
survey.
TIME FRAME
When the survey should be conducted?
I conducted my survey for 8weeks from 10th may to 10th July.
SAMPLING FRAME
The source from which the sample is drawn.
SAMPLING TECHNIQUE
How should the respondent be chosen?
In the Project sampling is done on basis of Probability
sampling. Among the probability sampling design the sampling
design chosen is stratified random sampling.
Because in this survey I had stratified the sample in different
age group, different gender and different profession.
STEPS FOLLOWED IN COMPLETING THE STUDY
1.Libraries at
(a)Indian Council for Applied Economic Research
(b)Indian Institute of Technology, (IIT) Delhi
(c)Council of scientific and industrial Research (CSIR)
(d)PHD chamber of commerce, are visited.
2.Internet sites containing information on Puma
shoes & marketing are browsed.
3. Sample survey was conducted.
4. Data was thoroughly checked for error.
SAMPLE DESIGN
RECENT DEVELOPMENTS
FUTURE PLAN
The management says that it is not averse to
outsourcing if it worked out cheaper. It is also open to
the idea of importing shoes - mostly from China - if it
works out cheaper.
Puma and Reebok Company have announced an
agreement to foray into retailing partnership for sale of
Reebok and Rockport footwear in Puma outlets.
The partnership entails retailing a range of sports shoes
for walking, running, tennis and training for personal
fitness and sports ranging between Rs 900- 2,500. An
attractive valuation compared to its peers is the main
trigger for the scrip. Besides, the company’s aggressive
focus on retailing and revamping of business (a division
into shoes and apparels) is also helping sentiment for
the scrip. Plans are afoot to start selling apparel in
India made by the joint venture North Star. There’s
talk that the company is planning on a voluntary
retirement scheme (VRS) to cut costs.
97% of the company’s revenues are from the domestic
market while the remainder is from exports. Puma
India is the biggest player in the Indian shoe market.
GROWTH DRIVERS
POPULAR BRANDS
Focus on middle-class and upper class Puma will
continue to focus on middle and upper class customers.
It is introducing ‘budget stores’ which will help
customers to identify with the brand. It is also
increasing focus on rural thrust for volume growth in
the low-priced footwear segment.
FINANCIAL HIGHLIGHTS
CONSUMER BEHAVIOR
SHOPPING TIME
MARKETING CHANNELS
POPULAR BRANDS
Most respondents considered brands important.
SELECTION CRITERIA
PURCHASING POWER
4PS OF PUMA
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Particular Respondent
Puma 32
Relaxo 25
Nike 43
50
45
40
35
30
25
20
15
10
5
0
Puma Relaxo Nike
Interpretation:-
The most preferred brand in the market is Nike (43%)
followed by Puma (32%) & Relaxo (25%).
2. WHAT TYPES OF SHOES DO YOU LIKE TO
PURCHASE MOSTLY?
Particuler Respondent
Sports 47
Canvas 18
Formal 35
50
45
40
35
30
25
20
15
10
0
Sports Canvas Formal
Interpretation:-
In the above graph we find out which type of shoes
company purchase. 47% company purchase the order
of sports shoe.18% company purchase the order of
canvas shoe, 35% company prefer formal shoes.
3. HOW DO YOU KNOW PUMA SHOES?
Particular Respondents
Advertisement 16
References 33
Past purchase 26
Sale person visit 25
35
30
25
20
15
10
0
Advertisement References Past purchase Sale person vist
Interpretation:-
In this question we have the survey about the how the
other company should know about the select shoes.
Where the result is shown that 16% know through
advertisement, 33% are references , 26% are past
purchase & 25% are sale person visit.
4. HAVE YOU HEARD THE NAME OF THE PUMA
SHOES?
Particular Respondent
Yes 89
No 11
100
90
80
70
60
50
40
30
20
10
0
Yes No
Interpretation:-
The graphically result shows that 89% people are
known about the Puma shoes & 11% people are not
know about the name of Puma shoes.
5. WHICH TYPE OF ADVERTISEMENT YOU DO THE
ATTRACT MORE?
Particular Respondent
Internet 48
TV 22
Bill boards 9
Newspaper 21
60
50
40
30
20
10
0
Internet TV Bill boards News paper
Interpretation:-
The graphically result shows that 48% say internet,
22% say TV, 9% say bill boards & remaining 21% say
newspaper.
6. FACTORS AFFECTING THE PURCHASING
DECISION?
Factors Respondent
Price 28
Quality 31
Size 11
Brand image 18
Design 12
35
30
25
20
15
10
0
Price Quality Size Brand image Design
Interpretation:-
Studies reveals that price, quality, size, brand image &
design fall between large extent & extent others
attributes like colour of the shoes lies between the
some extent and least extent.
7. PRODUCT QUALITY OF PUMA SHOES?
Particular Respondent
Poor 3
Fair 26
Average 22
Good 44
Excellent 5
50
45
40
35
30
25
20
15
10
0
Poor Fair Average Good Excellent
Interpretation:-
The graphically result shows that 3% is poor, 26% is
fair, 22% is average, 44% is good & 5% is excellent
quality of shoes.
8. DO YOU HAVE ANY COMPLAINTS ABOUT THE
PRODUCT OF THE COMPANY?
Yes 17%
No 83%
Yes
No
Yes 60%
No 40%
Yes
No
Do you ask for a specific brand by name?
18-20
21-23
24-26
27 or above
Male
Female
Non-binary/Other
First Year
Second Year
Third Year
Fourth Year or above
5. How frequently do you purchase sportswear products (e.g., athletic shoes, apparel)?
6. What are the most important factors influencing your decision to purchase sportswear
products? (Select all that apply)
Price
Quality
Brand reputation
Style/design
Performance/features
Sustainability/environmental impact
Social influence (e.g., endorsements, influencer recommendations)
Others (please specify)
7. On a scale of 1 to 5, please rate your level of agreement with the following statements
regarding the Puma brand:
8. Which of the following Puma products have you purchased in the past year? (Select all
that apply)
Athletic shoes
Apparel (e.g., t-shirts, hoodies, leggings)
Accessories (e.g., bags, hats, socks)
None
9. Where do you usually purchase Puma products?
Puma retail stores
Department stores (e.g., Lifestyle, Shoppers Stop)
Online platforms (e.g., Puma website, Amazon, Flipkart)
Other (please specify)
10. How likely are you to recommend Puma products to your friends or family?
Very likely
- Likely - Neutral
- Unlikely –
Very unlikely
11. Have you engaged with Puma's marketing campaigns or promotions on social media
platforms (e.g., Instagram, Facebook, Twitter)?
Yes
No
Yes
No
Maybe