CONSUMER BRAND PREFERENCE BETWEEN

THE SHOE BRANDS

  HRX & SKECHERS

Presented by Aman Baghel (2K21/UMBA/40)

Raj Harsh (2K21/UMBA/35)
 CERTIFICATE

This is to certify that the  Research Project Report titled Consumer Brand Preference between
the shoe brand HRX & Skechers is the bonafide work of “Aman Baghel  (2K21/UMBA/40), and
Raj Harsh (2K21/UMBA/35)  batch of MBA2021-2023 and submitted to University School of
Management and Entrepreneurship(USME), East Delhi Campus, Delhi Technological University
(DTU), Delhi in partial fulfilment of the requirement for the award of the degree of Masters of
Business Administration. The project is carried out under my supervision and to the best of my
knowledge and the piece of work is original and the student has submitted no part of this project to
any other Institute/University earlier.
 DECLARATION

We hereby declare that the Major Research Project Report titled Consumer Brand Preference between  the shoe brand
HRX & Skechers submitted by us to the University School of Management and Entrepreneurship (USME), East Delhi
Campus, Delhi Technological University (DTU), Delhi in partial fulfilment of the requirement for the award of the
degree of Master in Business Administration (MBA) is a record of bonafide project work carried out by us under the
guidance of Asst. Prof. Dr. Jagvinder Singh. The information and data given in the report is authentic to the best of our
knowledge. We have put in efforts to complete this project successfully. We were in regular contact with our project
guide and mentor and have discussed the contents of Project. We further declare that the work reported is not being
submitted to any other University for award of any other Degree, Diploma and Fellowship program.
 INDEX

• INTRODUCTION
• RESEARCH METHODOLOGY
• Objective of the Research
• Research Process 
• Primary 
• SAMPLING DESIGN
• Determination of the Sample Size
• DATA ANALYSIS AND INTERPRETATION
• Findings and Interpretations 
• CONCLUSION
 INTRODUCTION HRX

HRX is an Indian lifestyle and performance footwear company. Headquartered in

Mumbai, Maharashtra, the brand was founded in 2013. HRX was founded by
Hrithik Roshan, a Bollywood actor. Inspired by Hrithik Roshan’s life that taught
him, no matter how big an adversity, it can be overcome with perseverance, HRX
was built in 2013 by Hrithik Roshan and Exceed Entertainment. Created to inspire
and guide billions of people, HRX aims to help people achieve their fitness goals.
Not just a brand, HRX is a mission that helps us enable and support people to be
the fittest, happiest and most confident version of themselves . A partner since
2013, Myntra has been the one source destination for those who wish to change
it up with HRX products.
 INTRODUCTION SKECHERS

• INTRODUCTION (SKECHERS)
A $4.64 billion global leader in the performance and lifestyle footwear industry, Skechers USA, Inc. designs, develops and markets more than
3,000 styles for men, women and children. Skechers' success stems from its employees, high-quality, varied product offering, diversified
domestic and international distribution channels, and targeted multi-channel marketing. The Company offers two distinct footwear categories: a
lifestyle division and performance footwear. Through licensing agreements, the company also offers branded apparel, accessories, eyewear,
scrubs and more. Celebrity product endorsers for Skechers' lifestyle collections include multi-platinum recording artist Camila Cabello, and
athletic legends like David Ortiz, Tony Romo, Sugar Ray Leonard and Howie Long. The Skechers Performance Division's roster of elite athletes
features marathon champion and Boston Marathon winner Meb Keflezighi, and pro golfers Matt Kuchar, Brooke Henderson, Russell Knox,
Wesley Bryan, Billy Andrade and Colin Montgomerie. The Company sells its footwear in department, specialty and independent stores, as well
as through more than 2,990 Skechers retail stores and online at skechers.com. Beyond the United States, Skechers product is available in more
than 170 countries and territories through an international network of subsidiaries in Canada, Japan, Europe and Latin America, joint ventures in
Asia and the Middle East, and distributors around the world.
 OBJECTIVE OF THE STUDY

Primary Objective
• To draw a logical conclusion about the Brand preference among the shoe brands HRX & SKECHERS in the Indian Context.  
  Primary Data 
• The quantitative research method that has been used in this research and the study is done by gathering primary data from the
population. A structured questionnaire was designed for respondents using the Google Form platform. The survey
questionnaire was divided into several parts- Demographic Information, awareness about the shoe brands, different factors
considered while buying the shoe, etc. The primary data will be used to examine the factors and how these are relevant to the
respondent. 
 DATA COLLECTION INSTRUMENT

• For collecting the primary data “Questionnaire” is to be taken as the research instrument. The
questionnaire has become a more popular, comprehensive, and cost-effective method for
collecting data. A questionnaire comprises a set of questions posed to respondents for their
answers. Questionnaires contain both open-ended and closed-ended questions. The report has
been made using the Primary data that was collected via Google form
 DETERMINATION OF THE SAMPLE SIZE

•  
• We are using the sign test to determine that customers prefer which brand. Because we are testing perceived differences, we shall exclude tie evaluations (O,s). We can see that we have 13
plus signs and 19 minus signs, for a
• total of 42 usable responses. If there is no difference between the two types of classes, p (the probability that the first score exceeds the second score) would be 0.5, and we would expect to
get about 21 plus signs and 21 minus signs. We would set up our hypotheses like this:
• Ho: p= 0.5  Null hypothesis: there is no difference between the brand preferences of the consumers.
• H1: p≠ 0.5 Alternative hypothesis :  there is  a significant difference between the brand preferences of the consumers.
•
PHo : 0.5 Hypothesised proportion of the population that prefers HRX.

• qHo= 0.5 Hypothesised proportion of the population that prefers SKECHERS  

• n = 42
• p̄= 0.3095 ← Proportion of successes in the sample {13÷42}
• q̄= 0.4223 ← Proportion of failures in the sample { 19÷42}
We took 42 as the sample size of the study.
 CALCULATION OF STANDARD ERROR:

p̄ =
=
=
= .07715
Z = p̄ - Pho /σp

= 0.3095 - .050/07715
= -2.46921
 FINDINGS AND INTERPRETATIONS OF FACTOR
ANALYSIS 

 We used Sign Test for two large samples to analyse the brand preference for two different shoe
brands: HRX & SKECHERS. Placing the standardized value,  -2.46921, on the z scale shows that
the sample portion does not fall in the acceptance region.[ -2.46921 < 1.96]. Hence we reject the
null hypothesis. And therefore we believe that   there is a significant difference between the brand
preferences of the consumers.
 CONCLUSION

 Consumer behavior comprises all individual behavior that goes into producing before and post-purchase
decisions. An organization can flourish in the competitive market only after recognizing the difficult
consumer behavior. A knowledge of the buyer enables a marketer to make marketing decisions that are
compatible with its consumer needs.
The most prominent factor that a consumer considers while buying a pair of shoes is the quality. The
consumers buy the HRX brand mainly for the Gym/ training purpose and SKECHERS for the sports
activities. The design of the Shoe is the second priority for the consumers and the price factor comes at the
last.  Out of the total respondents majority preferred Skechers more than HRX.
THANK YOU