PROJECT REPORT

ON

Consumer satisfaction towards online shopping with special reference

to Nike [shoes and apparels]

Submitted with the fulfilment of the requirement for the award of the degree of
Master of Business Administration

DEPARTMENT
OF MANAGEMENT

BHIMTAL, Uttarakhand

Submitted to Submitted by
Department
of Management Nitin Joshi
MBA Two Year Roll
No.211405610030

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 ACKNOWLEDGEMENT

To undertake such an important project and to accomplish it, one needs a lot of
guidance and support and project has been a great learning experience for me and I
would like to express my gratitude towards all the people who guided me throughout,
and without whose guidance and support, this project would not have been
completed successfully

I would appreciate all the respondents who took out their valuable time to give their
views and fill the questionnaire.

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 PREFACE

The project gives an insight of the youth toward the brands. It basically helps
understanding the brand preference and satisfaction on youth toward the Nike. It
helps us to know on what basis a student chooses a particular brand when he/she
purchases a new shoes and cloths. The project will help to learn about the choice of
youth fashion in India. The research will also bring to light what all factors a student
considers at the time of purchase of a new mobile phone.

I have done my Project Research report in a very healthy atmosphere. I learn a lot of
things which I could never been learnt from my theory classes. In the forthcoming
pages, an attempt has been made to present a comprehensive report concerning
different aspect of my report. I got a lot of valuable information about the topic; the
overall knowledge gained by me will reflect in the report itself.

[3]
 DECLARATION

I hereby declare that project report entitled “Consumer satisfaction towards online
shopping with special reference to Nike [shoes and apparels]”
The information incorporated in this project is true and original to the best of my
knowledge. This
Report is my original work and has not been copied from any other sources. This project
has not been presented in any seminar or submitted elsewhere for the award of any
degree or diploma.

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 Index

PROJECT REPORT.............................................................................................................................................1
CONTENT........................................................................................................................................................................6
1.1 INTRODUCTION........................................................................................................................................7
1.2 STATEMENT OF THE STUDY................................................................................................................9
1.3 SCOPE OF THE STUDY........................................................................................................................10
1.4 SIGNIFICANCE OF THE STUDY.........................................................................................................10
1.5 OBJECTIVES OF THE STUDY.............................................................................................................10
1.5.2 SUB-OBJECTIVE................................................................................................................................10
1.6 RESEARCH DESIGN..............................................................................................................................10
1.6.2 NATURE OF DATA.............................................................................................................................10
1.6.3 SOURCE OF DATA.............................................................................................................................10
1.7 SAMPLE DESIGN....................................................................................................................................11
1.7.2 SAMPLE UNIT......................................................................................................................................11
1.7.3 METHOD OF SAMPLING..................................................................................................................11
1.7.4 SIZE OF SAMPLING...........................................................................................................................11
1.8 TOOLS FOR ANALYSIS........................................................................................................................11
1.9 LIMITATIONS OF STUDY......................................................................................................................11
1.10 CHAPTERIZATION.................................................................................................................................11
CHAPTER 2..................................................................................................................................................................12
REVIEW OF LITERATURE........................................................................................................................................12
INDUSTRY PROFILE..........................................................................................................................................18
3.2 COMPANY PROFILE..............................................................................................................................22
CHAPTER 4..................................................................................................................................................................26
CHAPTER 5..................................................................................................................................................................47
5.1 FINDINGS.................................................................................................................................................47
Suggestions..........................................................................................................................................................49
5.2 Conclusions..............................................................................................................................................50
References:...........................................................................................................................................................51
Books:....................................................................................................................................................................52

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 CONTENT

Chapter 1. INTRODUCTION

Chapter 2. REVIEW OF LITERATURE

Chapter 3. INDUSTRY PROFILE AND COMPANY PROFILE

Chapter 4. DATA ANALYSIS AND INTERPRETATION

Chapter 5. FINDINGS, SUGGESTIONS, AND CONCLUSION

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1.1INTRODUCTION

A brand is a name, term, design, or other feature that distinguishes one seller’s
product from those of others. Brands are used in business, marketing, and
advertising. A modern example of a brand is Nike, Adidas, etc. The word
“BRAND” is often used as a metonym referring to a company that is strongly
identified with a brand. A commodity brand is a brand associated with a
commodity. The word brand derives from the old Norse “brand” meaning “to
burn” — recalling the practice of producers burning their mark (or brand) onto
their products. The Italians used ‘brands’ in the form of watermarks on paper in
the 13th century. Blind stamps, hallmarks, and silver-makers marks are all
types of brands. Industrialization moved the production of many household
items, such as soap, from local communities to centralized factories. When
shipping their items, the factories would brand their logo or insignia on the
barrels used, extending the meaning of “brand” to that of a trademark.

The American marketing association (AMA) defines a brand as a “name, term,

sign, symbol, or design or combination of them intended to identify the goods
and services of one seller or group of sellers and to differentiate them from
those of other sellers. Therefore it makes sense to understand that branding is
not about getting your target market to choose you over the competition, but it
is about getting your prospects to see you as the only one that provides a
solution to their problem. A strong brand is invaluable as the battle for
consumers intensifies day by day. It’s important to spend time investing in
researching, defining, and building your brand. After all, brands is the source of
a promise to your consumer. Opinions, good instinct, and creative thinking are
not enough when it comes to brand analysis. The brand analysis involves
sizing up a business situation and deciding on a strategy.

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Two major concerns of brand analysis are the industry and the existing
competitive conditions. These assessments are necessary and essential of
brand analysis.

They ensure the availability of long-term direction, establish appropriate

objectives , and essentially create an effective strategy. The brand analysis
includes knowing what a specific industry's dominant economic features are.
Also, the brand analysis examines what existing industry competition is like and
how strong each of the industry’s competitive forces is. Effective brand analysis
is achieved through an analytical sequence of strategic appraisals of a
business’ external and internal environment, to establish issues, evaluate
alternatives, and create strategy. If these crucial assessments are not
executed, a business may find that the brand it developed does not fit well with
the environment of its intended industry and will not be capable of establishing
and maintaining a competitive advantage for the business. Brand analysis
requires a strategic evaluation of a business ecosystem. Any decisions should
be based on sound analysis of a business, external and internal structure.
To successfully establish a business’ brand, an evaluation of dominant
economic features in an industry must be carried out. Industry, in this context,
refers to several businesses with the same or similar product or service
competing for the same consumers. When evaluating an industry’s economic
features, some common factors should be focused on. Some of the economic
factors include the market size, the scope of competitive rivalry, the growth rate
of the industry, the current growth cycle in the industry, the number of
competitors and their relative size, the number of consumers and their relative
size, and the kinds of distribution channels used to access existing and
potential consumers. Having evaluated and established the industry’s dominant
economic features, it is time to assess the competition and existing competitive
forces. An important part of the brand analysis is examining how exactly works
in an existing industry and what are the competitive strength. Although every
industry's environment will vary slightly from the other, the competitive
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 processes at work within each industry are generally the same. These
competitive processes are usually made of five competitive forces. These five
competitive forces include the rivalry among competing businesses in an
industry, and the market attempts of business to win over the potential buyer.
The bottom line to brand analysis is the need to evaluate branding strategy can
be delivered.

Brand analysis is done to ensure that the developed branding strategy

effectively protects its long-term competitiveness and profitability, and
establishes if the pricing of products and services is right. A fundamental
industry and competition assessment is essential to ensure a good branding
strategy. Successful businesses use their brand analysis to establish and
implement shrewd strategies that match the industry’s environment. Brand loyalty
is a scenario where the consumer fears purchasing and consuming a product
from another brand that he does not trust. It is measured through methods like
word-of-mouth publicity, repetitive buying, price sensitivity, commitment, brand
trust, consumer satisfaction, etc. Brand loyalty analysis is the analysis of how
much consumer remains loyal to a specific brand as long as it is available.
Brand loyalty exists when the consumer feels that the brand consists of the
right product characteristics and quality at the right price. Even if the other
brand is available at a cheaper price or superior quality, the brand-loyal
consumer will stick to his brand. It acts as a means of launching and introducing
more products that are targeted at the same consumers at less expenditure. It
also restrains new competitors in the market.

1.2STATEMENT OF THE STUDY

This study aims to analyze the youth approach towards the NIKE brand. The
study attempts to understand the effect or importance of brand loyalty for a
brand and the attitude of consumers regarding the brand Nike.

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1.3SCOPE OF THE STUDY

The study was confined only to the consumers of the Nike brand. For the
analysis primary data are collected through questionnaire and secondary data
are obtained from published journals, magazines, and websites. The scope of
the study is to analyze the approach of youth towards the nike brand ,
understanding about the factors affecting the brand loyalty and customer
satisfaction.

1.4SIGNIFICANCE OF THE STUDY

The study helps us to know the satisfaction towards Nike brand special
reference to Haldwani city.

1.5OBJECTIVES OF THE STUDY

1.5.1 MAIN OBJECTIVE

 To measure the satisfaction of the brand Nike.

1.5.2 SUB-OBJECTIVE

 To study the approach of youth towards Nike.

 To analyze the factors considered by youth to purchase Nike brand

1.6RESEARCH DESIGN

1.6.1 NATURE OF STUDY

The study is descriptive cum analytical in nature.

1.6.2 NATURE OF DATA

The study is based on information from both primary and secondary data

1.6.3 SOURCE OF DATA

Primary data: The primary data for the study is mainly collected through
questionnaires.

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 Secondary data: Secondary data is collected from published journals,
magazines, and websites.

1.7SAMPLE DESIGN

1.7.1 NATURE OF POPULATION

The population under study is infinite. The population of the study is the users of Nike
brand

1.7.2 SAMPLE UNIT

A sample unit is taken of youths users of Nike brand .

1.7.3 METHOD OF SAMPLING

The sampling method followed is convenient sampling. Convenience

sampling have been taken by giving due consideration to the unique nature of
the population.

1.7.4 SIZE OF SAMPLING

Size of sampling is 87

1.8TOOLS FOR ANALYSIS

Statistical tools like percentage analysis, weighted average, charts, diagrams

are used for the analysis.

1.9LIMITATIONS OF STUDY

 The sample size is limited to

 The study is conducted in Haldwani city only.

1.10 CHAPTERIZATION

The project report is organized in to 5 chapters namely Introduction, Review of

literature, Industry and Company profile, Data analysis and Interpretations,
Findings, Suggestions and Conclusion.

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 CHAPTER 2

REVIEW OF LITERATURE

1.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. 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. 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, their decisions and their differences.
The outcomes of the analysis identify two different behavior’s towards
sportswear products: consumption for the practice and the consumption for
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 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.

Bethuel kinyanjuikinuthia (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 organisations
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.

4. 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, non- probability 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 technologies. Consumers desired sport
shoes to be colorful and stylish and happened to relate traits of shoes to their
personality.

5. Rajdeep Singh (2016) study based on brand loyalty in footwear industry

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 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.

6. 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.

7. 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

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 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.

8. 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.

9. 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 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.

10. 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

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 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.

11. 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 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)

12. Amit Jain (2012) market comparison on Nike and Adidas

Amit Jain may has been observe that satisfied customers are most likely to
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 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.

13. 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.

14. 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.

15. Celuch (2004) customer satisfaction based on brand loyalty

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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.
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.

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 Chapter 3. Industry profile

INDUSTRY PROFILE

In most industries one company’s competitive moves will have a noticeable

impact on the competition, which will then relatable to counter those efforts.
Companies are mutually dependent, so the pattern of action and relation may
harm all companies and the industry. Some types of competition (price
competition) are very usable and negatively influence industry profitability.
Other tactics (advertising battles) may positively influence the industry, as they
increase demand or enhance product differentiation.

Numerous or equally balanced competitors

When there are many competitors, some companies believe that they can
make competitive moves without being noticed. When companies are relatively
balanced in strength, they are more likely to engage in competitive battles and
attack and retaliate as they strive for market leadership.

 Slow industry growth

In a slow growth market, companies can only grow by capturing market share
from each other, which leads to increased competition.
 High fixed or storage cost

Create pressure for all companies to fill capacity, thus leading to price cutting
when there is excess capacity. High storage costs push companies to
decrease prices to ensure sales.
When products are perceived as commodities, choice is often determined by
price and service, which then leads to increased competition in price and

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 service.

 Capacity increased in large increments

When economies of scale require large increase in capacity, it causes

disruptions in the industry supply/demand balance, which then leads to period
of overcapacity and price cutting.

 Diverse competitors

Companies with diverse strategies, origins, personalities and relationships to

parent companies also have different competitive goals and strategies than
typical companies within the industry

 High strategic stakes

Companies with high stakes in achieving success may sacrifice profitability for
expansion.

 High exit barriers

Economic, strategic and emotional factors can prevent companies from leaving
the industry, even when they are earning low or negative return on
investments.

The manufacturing practices of the footwear industry : Nike VS the

competition

The current manufacturing practices of the sneakers industry, in particular

companies such as Nike, Reebok, Adidas, Converse, a new balance takes
place throughout the globe. With the industry experiencing severe
competition, and the product requiring intensive labour, firms are facing
extreme pressure to increase their profit margins through their sourcing
practices.

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3.1.1 Footwear Industry – Players, Revenues, Market share

To properly review the manufacturing in the footwear industry, it is necessary

to first game an understanding of the dominant leaders in the market place.
This category is facing decreasing demand and the ricing popularity of
alternative footwear, resulting in more pressure than ever before to achieve
high gross margins through effective global souring practices.

3.1.2 Manufacturing have options

Footwear companies have to basic options in the manufacturing of their

products, they can both on and operate the factories that produce their product,
or subcontract their products out to secondary manufacturers. This facilities can
be located either domestically or internationally, and both present a myriad of
positives and negatives.

3.1.3 Strategic outsourcing

In analyzing the sneakers industry, are faced with questions, “what are these
firms core competitors? “ If manufacturing falls under this umbrella, then firms
should look to produce internally. However, the core skills that set these
companies apart from the competition are their marketing, distribution and
technological expertise. Applying the dominant sneaker companies areas of
expertise, let’s review the following questions :

Is internalization a source of competitive advantage?

Is manufacturing a skill our firm does better than anybody else?

Will firms be able to leverage their manufacturing expertise in the

future? With all the above questions posed to any of the big sneaker

companies.

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3.1.4 The evolution of manufacturing in third world countries.

As the economic of countries expand, so does their ability and skill level in all
factories of manufacturing, beginning in London in the early 1900’s, and
followed through to the present day, manufacturing in its simplest form consist
of light manufacturing, which uses unskilled laborite produce items such as
shirt, shorts, and jeans. As the economy develops along with the skill of
manufacturing, countries begin moderately technical light manufacturing, which
includes footwear, outerwear and performance sportswear. The next step in
growth involves the production of technical consumer products such as radios,
calculator, and wristwatches. With the most developed economies gaining high
levels of technical expertise, manufacturing grows to include technical durables,
which includes automobile and computers.

3.2COMPANY PROFILE

3.2.1 HISTORY OF NIKE BRAND

Nike, headquartered in Beaverton, Oregon, is the largest and most successful

brand of shoes, sports equipment, clothing and controlling more than 60% of
the market and becoming a pop culture icon. One might say that the Greek
Goddess of Victory for which Nike was named is actually the Goddess of shoes.
Nike may be one of the youngest of major brands, but it is the dominant brand
around the world. In 1963- 1964 when university of Portland track coach, Bill
Bower man, and Phil knight, a mid-distance runner joined forces to import and
provide low cost, high tech running shoes from Japan in order to provide
alternative to the German – dominated athletic shoe market. Operating under
the name Blue Ribbon sports, Bower man and knight began to sell the
Japanese Netsuke running shoes. Jeff Johnson, a former rival of knight, joins
the company in 1965 as their first full time sales person and sells shoes from
the back of his van at local and regional track meets until opening Blue Ribbon

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sports first retail outlet at 3107 Pico Blvd, Santa Monica California. This store is
no longer in existence, but the address remains.

The invention led Bower man and knight to begin designing other shoes, and
the company’s new name, Nike, Inc. was born when Jeff Johnson, dreams of
the Greek Goddess of victory, Nike. A succession of shoes, many based on the
waffle outsole follows. Some of the most famous are the Waffle Racer, Air
Force One, Air Max 93,Max95, and Max97.

1971 Nike’s swoosh design logo was created by Portland state university
— graphic design student Carolyn Davidson when asked by Knight. He
needed a logo to put on the side of his company’s shoes. At the time she
was paid $35 (US), and also worked for Nike for a few years until they
needed a full ad agency.
Twelve years later, in 1983,Ms. Davidson received gold swoosh ring with
an embedded diamond at luncheon honoring her, along with a certificate and a
undisclosed amount of Nike stock, in recognition of the Swoosh design logo.
-1979 Nike’s Air technology patented by inventor M. Frank Rudy is introduce
din the tailwind running shoe. Gas-filled plastic membranes are inserted into the
sole of running shoes to provide cushioning.
-1980 Nike completes an initial public offering of 2,377,000 shares of class
Common stock on December 2.
-1982 The Air Force | basketball shoe becomes the first Nike court shoe to
make use of air technology.
-1984 Nike signs Michele Jordan to an endorsement contract and releases the
first model of his signature shoe, the air Jordan. Originally, the NBA
banned this new shoe, drawing a tremendous amount of publicity. The
introduction of the air Jordan shoe was a key event in Nike’s successful
development.
-1986 Nike revenue surpass $1 billion for the first time.
-1987 The Nike Air max shoe is introduced, which uses a much larger.
cushioning unit, and for the first time is visible at the side of the midsole. This
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was the first of many generations of Air Max-branded technologies. A television
and featuring the Beatles’ song “Revolution” was the first and only time that a
song performed by the Beatles was used in a TV ad.
-1988 Nike introduces its “Just Do it” slogan
-1990 Nike opens the first Nike town store in downtown Portland, Ore. And
the store quickly earn numerous retail design and business awards. Over the
next 10 years, Nike will open 14 more Nike town stores across the USA
and in England and Germany.
-1993 Nike introduces an innovative sustainability program, reuse-A-shoe,
which in 94 Nike signs a long-term partnership with the Brazilian national
football team, launching a company-wide effort to become the world’s
leading football brand.
-1996 Nike signs Eldritch “Tiger” woods soon after the young golfing
phenomenon give up his amateur status. Woods becomes the
standard bearer for Nike Golf as that division gains market share.
-1996 Nike causes controversy with advertising campaign at the summer
Olympics in Atlanta which features the slogan, “you don’t win silver — you
lose gold.” Nike’s use of this slogan draws harsh criticism from many
sources, including several former Olympic silver and bronze medalists.
-1966 Nike opens Nike town New York, its signature ‘flagship’ store located in
~ midtown Manhattan.
-1998 Phil knight formally commits Nike to strict standards for
manufacturing facilities used by Nike
-1999 Bill Bower man, co- founder of Nike, dies on Dec. 24 at age 88.
-2000 Introduction of the shocks athletic shoe technology.
-2002 Rap star Nelly releases a chart topping song about Air Force Ones.
-2003 Nikes makes a successful bid to buy bankrupt rival Converse Shoes for
$305 million.

2003 High school basketball star Lebrun James signs with Nike
2004 Phil Knight steps down as CEO and president of Nike, but Continues
[24]
as chairman, Knight is replaced by William D. Perez as CEO of Nike,
effective Dec. 28.
2004 Annual revenues exceed $13 billion.
2004 In June, Chinese animator Zhu Zhigianq, of Xiao fame, files a
lawsuit against Nike for plagiarizing his cartoon stickmen in their
commercials.
Zhu eventually wins the lawsuit, and Nike is sentenced to pay $36000
to the cartoonist.
2005 Nike launches the Air Jordan XX, the 20th edition if the iconic Air
Jordan Basketball Shoe series.
2005 Nike launches the Nike considered line, an effort to reduce waste
and introduce eco-friendly products.
In 2006, Nike released the fourth pair of sneakers sponsored by Lebrun James
~ Nike Air Zoom Lebrun. Not only was the shoe the single sponsor of
an airing of ESPN sports Center, there were also 400,000 DVDs
distributed that showed the making of the shoe and its unique ad
campaign.
There were many advertising outlets used for the fourth shoe in the series
that were not used as heavily in the first, second or third versions
Nike promoted NikeLab.com along with the release of the
transformers through a TV commercial in which a large Nike shoe on
a billboard — transforms into a transformer.
Recently, after radio host Don Emus made his infamous comments
on + Nike created a spin-off ad campaign defending women athletes.

[25]
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

1.What is your gender?

Count Percentage
Female 43 49.43%
Male 44 50.57%
Grand Total 87 100.00%

Above table and chart represent the gender 51%are male respondent ,49%are female
respondent.

[26]
2. What is your age?

Count Percentage
19-22 38 43.68%
23-26 33 37.93%
26-30 16 18.39%
Grand Total 87 100.00%

Above table and chart represent the age group 19-22 are 38 23-26 are 33 and 26-30 are
16 out of 87.

[27]
3.What is your highest level of education ?

Count Percentage
Graduation 42 48.28%
Higher secondary 2 2.30%
Post graduation 39 44.83%
Senior secondary 4 4.60%
Grand Total 87 100.00%

Above table and chart represent the highest level of education 48% are graduate 45% are
postgraduate 5% are senior secondary and 2% are higher secondary.

[28]
4.What is approx total income per year?

Count Percentage
20000- 50000 19 22.62%
50000-100000 11 13.10%
Greater than 100000 22 26.19%
Less than 20000 32 38.10%
(blank) 0.00%
Grand Total 84 100.00%

Above table and chart represent the approx total income per year 38% are less than
200000; 26% are greater than 100000; 23% are between 200000-500000 and 13% are
between 500000-100000.

[29]
5.Do you have easy access to internet?

Count Percentage
No 4 4.65%
Yes 82 95.35%
(blank) 0.00%
Grand Total 86 100.00%

Above table and chart represent the easy access to internet 95% have easy access and
5% have bad access of internet.

[30]
6.Which device do you use for accessing internet?

Count Percentage
I-Pad 3 3.45%
Laptop 17 19.54%
PC 1 1.15%
Smartphone 66 75.86%
Grand Total 87 100.00%

Above table and chart represent the use for accessing internet 76% uses smartphone
20% uses laptop 3% uses i-pad and 1% uses PC.

[31]
7.Which mode of payment do you use for making online payment?

Count Percentage
Cash on delivery (COD) 14 16.47%
Debit card/credit card 8 9.41%
Internet banking 4 4.71%
Upi 59 69.41%
(blank) 0.00%
Grand Total 85 100.00%

Above table and chart represent the use for making online payment 69% users uses UPI
17% uses Cash on delivary 9% uses Debit Cardand 5% uses Internet banking.

[32]
8.How often do you shop online?

Count Percentage
Monthly 48 55.17%
Once a week 15 17.24%
Others 14 16.09%
Twice a week 10 11.49%
Grand Total 87 100.00%

Above table and chart represent the often you shop online 55%, uses monthly 17%, uses
once a week 16%, uses others and 12% uses twice a week.

[33]
9.Why do you prefer online shopping over retail shopping?

Count Percentage
Convenient 19 21.84%
Low prices 12 13.79%
Time saving 24 27.59%
Wide range of choices 32 36.78%
Grand Total 87 100.00%

Above table and chart represent the online shopping over retail shopping 37% are wide
range of choices, 27% are time saving, 22% are convenient, and 14% are low prices.

[34]
10.What short of fashion brands do you prefer buying online?

Percentag
Count e
Accessories 1 1.52%
Addidas, puma , nike etc 1 1.52%
adidas 1 1.52%
ajio 1 1.52%
Apple 1 1.52%
Arrow 1 1.52%
Aurilia 1 1.52%
BoombBoom 1 1.52%
Calvin Klein 1 1.52%
Cheap 1 1.52%
Clothes 1 1.52%
Cosmetic 1 1.52%
Fans army 1 1.52%
Flip cart, mintra 1 1.52%
Flipkart 1 1.52%
Flipkart, Myntra Amazon 1 1.52%
Gucci 1 1.52%
Gucci,Armani,Edifice, Addidas,Nike,Asics etc. 1 1.52%
H&M 2 3.03%
H&m Addidas 1 1.52%
Highlander 1 1.52%
HRX 1 1.52%
HRX, ROADSTER, DRESSBERRY 1 1.52%
Kotty 1 1.52%
Levis 2 3.03%
Lifestyle 1 1.52%
Myntra 5 7.58%
Nike 2 3.03%
Nike or Adidas 1 1.52%
Nike Red tap 1 1.52%
Nike, converse, Adidas, etc 1 1.52%
Nike,Zara, Addidas,Puma,Reebok,Gant,FCUK,Allen Solly, Lee,
Wrangler 1 1.52%
No any brand 1 1.52%
[35]
Not fix 2 3.03%
Numero uno 1 1.52%
Peter england, levis, puma, bear house, snitch, flying machine,,
allensolly 1 1.52%
Puma 3 4.55%
Roadster 2 3.03%
Roadster, Mast and Harbour, Highlander 1 1.52%
Roadster, redtape 1 1.52%
Saint laurent 1 1.52%
Sasafaras 1 1.52%
Small business owners with low prices and unique designs 1 1.52%
That depend what i am purchasing 1 1.52%
Trendy and comfy 1 1.52%
Urbanic 1 1.52%
Vanhusaen 1 1.52%
Yes 2 3.03%
YoYo 1 1.52%
Zara 4 6.06%
Zara, H&M 1 1.52%
(blank) 0.00%
Grand Total 66 100.00%

Above table and chart represent the short of fashion brands do you prefer buying online

[36]
11.The quality of fashion product purchase online is highly satisfactory?

Count Percentage
Agree 36 42.35%
Disagree 4 4.71%
Neutral 33 38.82%
Strongly agree 10 11.76%
Strongly disagree 2 2.35%
(blank) 0.00%
Grand Total 85 100.00%

Above table and chart represent the quality of fashion product purchase online is highly
satisfactory 42% agree, 39% are neutral, 12% are strongly agree, 5% disagree, and 2%
are strongly disagree.

[37]
12 The speed of delivery of product is fast?

Count Percentage
Agree 39 45.35%
Disagree 4 4.65%
Neutral 36 41.86%
Strongly agri 3 3.49%
Strongly disagree 4 4.65%
(blank) 0.00%
Grand Total 86 100.00%

Above table and chart represent the speed of delivery of product is fast 45% agree, 42%
are neutral, 5% are strongly disagree, 5% are disagree, 3% strongly agree.

[38]
13.The product available online are priced low in comparison to traditional
market?

Count Percentage
Agree 49 57.65%
Disagree 4 4.71%
Neutral 26 30.59%
Strongly agree 3 3.53%
Strongly disagree 3 3.53%
(blank) 0.00%
Grand Total 85 100.00%

Above table and chart represent the product available online are priced low in
[39]
comparison to traditional market 58% are agree, 31% are neutral, 5% are disagree,
and 3% are strongly disagree.

14.If there is a difference between your expected and real product will you
repurchase from the same company?

Count Percentage
Agree 29 34.12%
Disagree 18 21.18%
Neutral 24 28.24%
Strongly agree 4 4.71%
Strongly disagree 10 11.76%
(blank) 0.00%
Grand Total 85 100.00%

[40]
Above table and chart represent the If there is a difference between your expected
and real product will you repurchase from the same company 34% are agree, 28%
are neutral, 21% are disagree, 12% are strongly disagree, and 5% are strongly agree.

15.The after sales service offered by the companies is highly satisfactory?

Count Percentage
Agree 36 42.35%
Disagree 12 14.12%
Neutral 34 40.00%
Strongly disagree 3 3.53%
(blank) 0.00%
Grand Total 85 100.00%

Above table and chart represent the after sales service offered by the companies is highly
[41]
satisfactory 42% are agree, 40% are neutral, 14% are disagree, and 4% are strongly
disagree.

16.The process of making online payment is quite fast and easy?

Count Percentage
Agree 42 49.41%
Disagree 3 3.53%
Neutral 13 15.29%
Strongly agree 19 22.35%
Strongly disagree 8 9.41%
(blank) 0.00%
Grand Total 85 100.00%

[42]
Above table and chart represent the process of making online payment is quite fast and
easy 50% are agree, 22% are strongly agree, 15% are neutral, 9% are strongly disagree,
and 4% are disagree.

17.There is no difficulty in returning/ replacing a product in case of

dissatisfaction?

Count Percentage
Agree 47 55.95%
Disagree 6 7.14%
Neutral 16 19.05%
Strongly agree 11 13.10%
Strongly disagree 4 4.76%
(blank) 0.00%
Grand Total 84 100.00%

Above table and chart represent there is no difficulty in returning replacing a

product in case of dissatisfaction 56% Agree, 19% Are Neutral,13% strongly
agree,& 7% Disagree.
[43]
18.Variety of choice available helps choosing the best in class from amongst
various fashion brands?

Count Percentage
Agree 48 57.83%
Disagree 4 4.82%
Neutral 14 16.87%
Strongly agree 13 15.66%
Strongly disagree 4 4.82%
(blank) 0.00%
Grand Total 83 100.00%

Above table and chart represent the Variety of choice available helps choosing the best
[44]
in class from amongst various fashion brands 58% agree, 15% strongly agree, 17% are
neutral,5% disagree.

19.You are overall satisfied with your experience towards fashion in online
shopping?

Count Percentage
Agree 57 67.06%
Disagree 3 3.53%
Neutral 16 18.82%
Strongly agree 5 5.88%
Strongly disagree 4 4.71%
(blank) 0.00%
Grand Total 85 100.00%

[45]
 Above table and chart represent the overall satisfied with your experience towards
fashion in online shopping 67% agree, 19% are neutral, 6% are strongly agree, 5%
strongly disagree & 3% disagree.

20. In how many days refunding of payment take place?

Count Percentage
24 hours 30 35.71%
35 hours 6 7.14%
48 hours 33 39.29%
72 hours 15 17.86%
(blank) 0.00%
Grand Total 84 100.00%

[46]
Above table and chart represent the refunding of payment take place 39% says that
refund take in 48 hours, 36% says that refund take in 24 hours, 18% says that refund take
in 72 hours.

[47]
 CHAPTER 5

FINDINGS SUGGESTIONS AND CONCLUSION

5.1FINDINGS

 Majority of respondents aged between 19-22 years.

 50.6% of respondents are male and balance 49.4% are female.
 38.1% respondents are having majority less than 200000.
 Half of the respondents are graduation students.
 100% of respondents own Nike product..
 Footwears of Nike are mostly used product by respondents.
 Footwears of Nike brand are the most familiar product.
 75.9%of respondents use smartphone for accessing internet.
 67.8% of respondents use UPI mode for online payment.
 55.2% of respondent monthly shop online.
 36.8% of respondent prefer online shopping over retail shopping due to wide range
of choices.
 95.3% of respondents have easy access of internet.
42.4% agree that product purchase online is highly satisfactory.
 45.3% of respondent agree that delivery of product is fast.

 57.6% of respondent agree that product available online are priced low as
 compared to traditional market.

 34.1% agrees that if there is a difference between your expected and real product
 they will repurchase from same company.

 42.4% of respondent agrees that sales service offered by company is highly

 satisfactory.

 49.4% agrees that process of making online payment is quick and easy.

 56% of respondent agrees that there is difficulty in returning\replacing a product in

case of dissatisfaction.
[48]
 57.8% of respondent agrees that the variety of choices available helps in choosing
the best in class from amongst various fashion brands.

 67.1% of respondents agrees that they are overall satisfied with their experience
towards faishion in online shopping.

 39.3% of respondents agrees that 48 hours take place in refunding of payment.

[49]
 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.

[50]
 5.2Conclusions

The research is conducted on the topic “A study on consumer satisfaction of

youth on Nike brand with special reference to Haldwani Region”. The main
objective of the research is to measure satisfaction 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.

[51]
 BIBLOGRAPHY

References:

1. Borgerson, J. L. 2005. Materiality, agency, and the constitution of

consuming subjects: Insights for consumer research. Advances in Consumer
Research, 32: 439– 443.

2. Brown, S. and Sherry, J. F. Jr., eds. 2003. Time, Space and Place: the
Rise of Retroscapes, Armonk, NY: M. E. Sharpe.

3. Csikszentmihalyi, M. 1991. Flow: The Psychology of Optimal Experience,

New York: Harper Perennial.

4. Ekström, K. and Brembeck, H., eds. 2004. Elusive Consumption, Oxford:

Berg. Fisher, M. F. K. 2004. The Art of Eating, New York: Wiley.

5. Klingmann, A. 2007. Brandscapes: Architecture in the Experience

Economy, Cambridge, MA: MIT Press.

6. Pelton, R. Y. 2007. The World's Most Dangerous Places, New York:

HarperCollins. professional strength edition

7. Schroeder, J. E. 2002. Visual Consumption, London: Routledge.

8. Vargo, S. L. and Lusch, R. L. 2004. Evolving to a new dominant

logic for marketing. Journal of Marketing, 68: 1–17. (January)

[52]
 Books:
Philip kotler
Marketing management 11 th edition
A .Vinod
Marketing management revised edition 2010

Websites: www.about.nike.com
www.nikebrand.com
www.nikereviews.com
www.wikipedia.org
www.consumersatisfactionNike.com
www.scribd.com

[53]
 Annexure

1.What is your gender?

 Male
 Female

2. What is your age?

 15-18
 B.19-22
 C.23-26
 D.26-30

3.What is your highest level of Education?

 Higher secondary
 Senior Secondary
 Graduation
 Post graduation

4.What is approx total income per year?

 Less than100000
 100000-300000
 300000-500000
 More than 500000

5.Do you have easy access to internet?

 Yes

 No

[54]
6.Which device do you use for accessing internet?

 Laptop
 Desktop
 Smartphone
 Ipad

7.Which mode of payment do you use for making online payment?

 Debit /creditcard
 Internet banking
 Upi
 Cash on delivery
 others

8.How often do you shop online?

 Once a week
 Twice a week
 Monthly
 others

9.Why do you prefer online shopping over retail shopping?

 Convenient
 Wide range of choices
 Low price
 Time saving

10.What short of fashion brands do you prefer buying online?

[55]
11.The quality of fashion product purchase online is highly satisfactory?

 Strongly disagree
 Disagree
 Neutral
 Strongly agree
 Agree

12.The speed of delivery of product is fast?

 Strongly disagree
 Disagree
 Neutral
 Strongly agree
 Agree

13.The product available online are priced low in comparison to traditional

market?

 Strongly disagree
 Disagree
 Neutral
 Strongly agree
 Agree

14.If there is a difference between your expected and real product will you
repurchase from the same company?

 Strongly disagree
 Disagree
 Neutral
 Strongly agree
 Agree
15.The after sales service offered by the companies is highly satisfactory?
 Strongly disagree
 Disagree
 Neutral
 Strongly agree
 Agree
[56]
[57]
16.The process of making online payment is quite fast and easy?

 Strongly disagree
 Disagree
 Neutral
 Strongly agree
 Agree

17.There is no difficulty in returning/ replacing a product in case of

dissatisfaction?

 Strongly disagree
 Disagree
 Neutral
 Strongly agree
 Agree

18.Variety of choice available helps choosing the best in class from amongst
various fashion brands?

 Strongly disagree
 Disagree
 Neutral
 Strongly agree
 Agree

19.You are overall satisfied with your experience towards fashion in online
shopping?

 Strongly disagree
 Disagree
 Neutral
 Strongly agree
 Agree

[58]
20.In how many days refunding of payment take place?

 24 hrs
 35hrs
 48hrs
 72hrs.

[59]