Академический Документы
Профессиональный Документы
Культура Документы
SATISFACTION.
BY
ROSETTA MERLIN ROBERT
TIARA BIJU
TRESA MEETHU
CONTENTS
Chapter
Title
No.
Page
No.
Introduction
Profile of Puma
Theoretical review
LIST OF TABLES
Table No.
Customer preferences
Page
No.
4.1
4.2
of latest design
Expensive & stylish but
4.3
comfortable
Less expensive but very stylish &
4.4
long lasting.
Very stylish & of latest design
4.5
4.6
4.7
4.8
supplier
Companies should survey
4.9
customer preferences
Companies should suggest design
4.10
using celebrity.
Know exactly what I want in my
4.11
shoes.
Dont want to spend too much time
4.12
on deciding my shoes
Buy shoes which are advertised
4.13
attractively
Stores display is the best form of
advertisement
4.14
4.15
of advertisement
Buying customized shoe by
internet is very attractive
LIST OF FIGURES
Fig No.
4.1.1
Table No.
Page No.
Less expensive but very stylish &
4.2.1
of latest design
Expensive & stylish but
4.3.1
comfortable
Less expensive but very stylish &
4.4.1
long lasting
Very stylish & of latest design
4.5.1
4.6.1
4.7.1
available
Expectation is fulfilled by my
4.8.1
shoes supplier
Companies should survey
4.9.1
customer preferences
Companies should suggest
4.10.1
4.11.1
4.12.1
4.13.1
attractively
Stores display is the best form of
advertisement
4.14.1
4.15.1
form of advertisement
Buying customized shoe by
internet is very attractive
CHAPTER 1
INTRODUCTION
INTRODUCTION
OBJECTIVES OF STUDY
SIGNIFICANCE AND SCOPE OF STUDY
STATEMENT OF PROBLEM
DATA AND RESEARCH METHODOLOGY
METHODS OF DATA COLLECTION
LIMITATION OF STUDY
INTRODUCTION
Puma is a major German multinational company
that
produces
sportswear.
The
athletic
shoes,
company
was
footwear,
formed
and
in
other
1924
as
track and field team, as the sponsor of the 2006 World Cup
Champions(Italy) and as a supplier of golf fashion. In 2008,
Puma sets sails for the first time by entering its own sailing
yacht into the Volvo Ocean Race, one of the longest and
hardest sailing races in the world and finishes the race in
second place. At the 2009 World Championships in
Athletics, Puma again writes sport history: sprint hero
Usain Bolt smashes the 100m and 200m world records.
OBJECTIVE OF STUDY
To study the tastes, preferences and buying behavior
of consumers.
To recommend strategies to Puma to increase sales.
To analyze the customer satisfaction.
Comparative study with the company.
STATEMENT OF PROBLEM
To conduct research on the various products and
accessories of Puma. Their customer satisfaction problems
and also to check how have they had succeeded in solving
those problems.
Sample Extend
It is the area covered to conduct the study. The
area used for this study is 9th division of Kochi Corporation.
Sample Period
The survey was conducted for the month of
December 2012.
CHAPTER 2
A PROFILE OF PUMA:
COMPANY PROFILE
EXECUTIVE SUMMARY
ORIGIN & HISTORY
INDUSTRY PROFILE
COMPETITORS PROFILE
EXECUTIVE SUMMARY
Puma was formed in 1924 by Adolf and Rudolf
Dassler. It is a major German multinational company that
produces athletic shoes, footwear, and other sportswear.
Puma currently based in Herzogenaurch, Germany. Pumas
vision provides the company, the employees and all of their
stakeholders with 4 keys- Fair, Honest, positive and
creative. These 4 keys act as compass that always keeps us
true to our vision of a better world- guiding all of our
decisions, actions, processes and practices. The company
uses the 4 keys as a tool, which means always doing the
best to be Fair, Honest, Positive and creative in everything
they do. Puma as a leading company within the sport
lifestyle industry has the opportunity and the responsibility
to contribute to a better world for the generations to come.
Pumas worldwide, currency-adjusted brand sales,
comprising revenues from licenses
And consolidated sales increased in the financial year
2011 by 11.8% to 3,172.5 million. In the reporting
currency, the euro, brand sales were 10.8% higher than in
the previous year.Puma has managed to crack 3 billion
euros in sales, reaching the ambitious 2011 target set by
Puma. Much of PUMAs success in 2011 can be attributed
to the long-term strategic growth plan launched in autumn
2010 with implementation starting last year.
company
was
formed
in
1924
as GebrderDasslerSchuhfabrik by Adolf and Rudolf Dassler. The
relationship between the two brothers deteriorated until the two
agreed
to
split
in
1948,
forming
two
separate
entities, Adidas and Puma. Both companies are currently based
in Herzogenaurach, Germany.
Shortly after the co. is founded Rudolf Dassler successfully
develops a football boot with screw-in studs, in collaboration with
experts, such as SeppHerberger. The launch of the Super
Atom, the worlds first screw in boots, which Dassler
launches in 1952 and marks the beginning of a long term
and highly successfully relationship between PUMA and
football. 1970 Pele- again player of the tournament- wears
Pumas boot.
In the 21st century, PUMA has constantly set new
trends and expanded its brand in the most spectacular
ways: As a professional equipment supplier in motorsports
(Ferrari, Renault), through cooperation agreements in
design and fashion (e.g. Yasuhiro Mihara), with sensational
football shirts for the Cameroon national football team
(sleeveless and one piece), as the supplier of the Jamaican
track and field team, as the sponsor of the 2006 World Cup
Champions (Italy) and as a supplier of golf fashion. In
2008, PUMA sets sails for the first time by entering its own
sailing yacht into the Volvo Ocean Race, one of the longest
and hardest sailing races in the world and finishes the race
in second place. At the 2009 World Championships in
Athletics, PUMA again writes sport history: sprint hero
Usain Bolt smashes the 100m and 200m world records.
Industry Probability
The athletic footwear industry is a challenging and a
saturated market. Intense competition, fashion trends and
price conscious consumers have slowed growth in this
industry. Manufacturers are combating sluggish sales with
radical new styles, along with offering more styles at lower
prices points. Companies are looking for new ways to boost
companies
are
also
increasing
profitability
by
have
made
the
industry
what
it
is
today.
Consequently, long-time competitors like Saucony and KSwiss have being struggling for years just to keep their
brands alive. This cutthroat environment has hindered the
entry of new competitors.
Economies of scale also contribute to the lack of new
comes into this market. In order to have an edge over the
leaders, companies must be able to compete at all levels
such as reasonable pricing, efficient production, and high
CHAPTER 3
THEORETICAL REVIEW:
THEORETICAL
SATISFACTION
ASPECTS
OF
CUSTOMER
CUSTOMER SATISFACTION
Customer satisfaction is the buzzword used by the
business people for the success of organization in the
present days. Due to the increases of heavy competition in
every product line it become difficult for the companies to
retain the customers for longer time. So retain the
customer for longer time the marketer has to do only one
thing i.e. customer satisfaction. If customer is fully satisfied
by the product it not only run the organization successfully
but also fetches many benefits for the company. They are
less process sensitive and they remain customer for a
longer period. They buy addition products overtimes as the
company introduce related products or improved, so
customer satisfactions is gaining a lot of importance in the
present day. Every company is conducting survey on
customer satisfaction level on their products, to make the
products up to the satisfaction level of customers.
Customer is defined as anyone who receives that
which is produced by the individual or organization that
has
value.
Customer
expectations
are
continuously
or
its
services
(ratings)
exceeds
specified
quality,
product
innovation,
the
customer
CHAPTER 4
DATA ANALYSICS AND INTERPRETATION:
QUESTIONNAIRE TABLE
GRAPH
Strongl
y agree
22
Percentage 73
(%)
Agre
e
4
14
Indifferen Disagre
t
e
3
1
10
Strongly Total
disagree
0
30
100
Table 4.1
120
100
80
No. of respondents
60
Percentage (%)
40
20
0
Strongly agree
Indifferent
Strongly
Fig 4.1.1
From this we can interpret that customers are more
attracted with less expensive but very stylish & of latest
design.
Opinion
No. of
responden
ts
Strongl
y agree
6
Percentage 10
(%)
Agre
e
6
Indifferen
t
2
Disagre
e
5
Strongly Total
disagree
11
30
10
68
100
Table 4.2
120
100
80
No. of respondents
60
Percentage (%)
40
20
0
0
Fig 4.2.1
Customers strongly agree and strongly disagree the
statement is almost equal. Customers are aware on the
expense.
3. I like to buy shoes which are less expensive but very stylish
& long lasting.
Opinion
No. of
respondents
Percentage
(%)
Strongl
y agree
15
Agre
e
9
Indifferen
t
3
Disagre
e
3
Strongly Total
disagree
0
30
50
13
10
10
100
Table 4.3
120
100
80
No. of respondents
60
Percentage (%)
40
20
0
Strongly agree
Indifferent
Strongly
Fig 4.3.1
50% of customers strongly agree with statement and
10% each disagree and indifferent with statement.
Customer preference is towards less expensive and long
lasting.
4. I like to buy shoes which are very stylish & of latest design.
Opinion
Strongl
y agree
Agre
e
No. of
responden
ts
14
27
17
Percentage 46
(%)
Indifferen
t
Disagre
e
Strongl
y
disagre
e
1
Total
30
100
Table 4.4
Total
Strongly
Disagree
Percentage (%)
Indifferent
No. of respondents
Agree
Strongly agree
0
Fig 4.4.1
46% of customers strongly agree, 27% disagree, 17%
disagree and 7% is indifferent. Most customers like stylish
and latest design.
5. I like to buy Tailor made shoes which are very stylish &
latest design.
Opinion
Strongl
y agree
Agre
e
Indifferen
t
Disagre
e
No. of
responden
ts
15
50
17
Percentage 23
(%)
Total
Strongl
y
disagre
e
3
10
100
30
Table 4.5
120
100
80
No. of respondents
60
Percentage (%)
40
20
0
Strongly agree
Indifferent
Strongly
Fig 4.5.1
23% strongly agree, 50% agree, none of them disagree
with the statement. Most of the customers agree with this.
Strongl
y agree
Agre
e
Indifferen
t
Disagre
e
No. of
responden
ts
20
17
10
Percentage 67
(%)
Strongl
y
disagre
e
0
Total
30
100
Table 4.6
140
120
100
80
No. of respondents
60
Percentage (%)
40
20
0
Strongly agree
Indifferent
Strongly
Fig 4.6.1
More than 50% strongly agree with this statement and
no one strongly disagree with it. Most of the customers
agree buying if gift or discount is available.
Strongl
y agree
Agree Indifferen
t
Disagre
e
Total
Strongl
y
disagre
e
1
No. of
respondent
s
18
Percentage
(%)
20
14
60
100
30
Table 4.7
Strongly agree
Agree
Indifferent
Disagree
Strongly
Total
Fi
g 4.7.1
60% are indifferent, 3% each disagree and strongly
disagree with the statement. Most of the peoples are
indifferent to this.
Strongl
y agree
Agree Indifferen
t
Disagre
e
Total
Strongl
y
disagre
e
0
No. of
respondent
s
24
Percentage
(%)
80
20
100
30
Table 4.8
120
100
80
No. of respondents
60
Percentage (%)
40
20
0
0
Fig 4.8.1
80% of customers strongly agree and remaining 20%
agree with this. So survey is good for company. We should
survey customer preference.
9. Shoe
companies
should
suggest
shoe
design
using
celebrity.
Opinion
Strongly Agre
agree
e
Indifferen
t
Disagre
e
No. of
responden
ts
14
20
13
Percentage 47
(%)
Total
Strongl
y
disagre
e
1
17
100
30
Table 4.9
120
100
80
No. of respondents
60
Percentage (%)
40
20
0
Strongly agree
Indifferent
Strongly
Fig 4.9.1
47% strongly agree, 20% agree, 13% are indifferent,
3% strongly disagree and 17% disagree. Half the customers
like design using celebrity.
Strongl
y agree
Agre
e
Indifferent Disagre
e
No. of
responden
ts
20
13
20
Percentage 67
(%)
Total
Strongl
y
disagre
e
0
100
30
Table 4.10
120
100
80
No. of respondents
60
Percentage (%)
40
20
0
0
Fig 4.10.1
67% of customers strongly agree 13% agree, 20% are
indifferent and none of them disagree with the statement.
Most of them know what they want.
Strongly Agre
agree
e
Indifferen
t
Disagre
e
Total
Strongl
y
disagre
e
0
No. of
respondent
s
13
10
Percentage
(%)
43
33
17
100
30
Table 4.11
120
100
80
No. of respondents
60
Percentage (%)
40
20
0
0
Fig 4.11.1
43% strongly agree, 33% agree, 17% are indifferent
and none of them strongly disagree. Spending too much
time on decision is not affordable to them.
Strongly
agree
Agre
e
Indifferen
t
Disagre
e
No. of
responden
ts
12
40
10
Percentage 27
(%)
Total
Strongl
y
disagre
e
5
17
100
30
Table 4.12
140
120
100
80
60
40
20
Percentage (%)
No. of respondents
Fig 4.12.1
27% strongly agree, 40% agree, 10% are indifferent,
6% disagree and 17% of them strongly disagree. Attractive
advertisement is good for product movement.
Strongly
agree
Agre
e
Indifferen
t
Disagre
e
Total
Strongl
y
disagre
e
2
No. of
responden
ts
15
10
Percentage 50
(%)
33
100
30
Table 4.13
140
120
100
80
Percentage (%)
60
No. of respondents
40
20
0
Strongly agree
Indifferent
Strongly
Fig 4.13.1
Half of the customers strongly agree, 33% only agree,
3% of them are indifferent and 7% each disagree and
strongly disagree. Half the customers agree to this.
Strongly Agre
agree
e
Indifferen
t
Disagre
e
No. of
responden
ts
10
23
10
Percentage 33
(%)
Total
Strongl
y
disagre
e
8
27
100
30
Table 4.14
100
90
80
70
60
50
40
30
20
10
0
No. of respondents
Percentage (%)
Fig 4.14.1
33% strongly agree 23% only 10% are indifferent, &7%
disagree and 27% strongly disagree.
Strongly
agree
Agre
e
Indifferen
t
Disagre
e
No. of
responden
ts
11
27
10
Percentage 36
(%)
Total
Strongl
y
disagre
e
8
27
100
30
Table 4.15
100
90
80
70
60
50
40
30
20
10
0
No. of respondents
Percentage (%)
Fig 4.15.1
36% consumers strongly agree 10% indifferent, none
of them disagree and another 27% strongly disagree.
Buying through internet is preferred most.
CHAPTER 5
FINDING
SUGGESTIONS
CONCLUSION
FINDINGS
It is analyzed that 73% of the respondents strongly
agree that they like to buy shoes that are less
expensive.
In this study 68% respondents strongly disagree to
buy shoes which are expensive but comfortable.
50% of participants strongly agree to buy shoes
which are less expensive but stylish.
From the participants of study 46% strongly agree to
buy shoes which are very stylish.
50% of respondents agree to buy Tailor made shoes
which are stylish.
Out off 30 respondents 20 strongly agree to buy
shoes if free gifts or discounts are available.
60% are indifferent to the opinion that their
expectations are fulfilled by their shoe supplier.
In this study 80% strongly agree that shoe
companies should survey customer preferences.
47% strongly agree that Shoe Company should
advertise their shoes using celebrity.
67% strongly agree exactly what they want in their
shoes.
Out off 30 participants 13 respondents strongly
agree that they dont want to spend more time on
deciding their shoes.
SUGGESTION
Store decorations and product displays should be
designed to create a strong first impression.
Seasonal promotion campaigns, like special
discounts and advertisements, could be employed.
New lines of collections should be introduced for
festivals.
Promotional activities in shopping malls and
department stores, discounts and TV commercials
are considered effective channels for promotions.
It is advisable to pay attention to the affordability of
customers in different cities, while setting price
points for different product categories.
Popular materials used for leather consumer goods
include bovine skin, goat / kid / lamb / sheep skin
and crocodile skin.
CONCLUSION
The
project
ACCESSORIES-CUSTOMER
conducted
to
study
the
titled
PUMA
AND
SATISFACTION
tastes
and
preferences
ITS
was
of
BIBLIOGRAPHY
Books:
Hawkins, Best ad Coney - Consumer Behaviour.
Philip Kotler - Marketing Management.
Websites:
Puma Annual Report 2011
Business.com
ApnaBanglore
Indiainfoline
Newspaper:
Economic Times
ANNEXURE
QUESTIONNAIRE
1. I like to buy shoes which are less expensive but very stylish
comfortable.
Strongly agree
Agree
Indifferent
Disagree
Strongly disagree
3. I like to buy shoes which are less expensive but very stylish
Strongly disagree
4. I like to buy shoes which are stylish & of latest design.
Strongly agree
Agree
Indifferent
Disagree
Strongly disagree
5. I like to buy Tailor made shoes which are very stylish & of
latest design.
Strongly agree
Agree
Indifferent
Disagree
Strongly disagree
available.
Strongly agree
Agree
Indifferent
Disagree
Strongly disagree
Agree
Indifferent
Disagree
Strongly disagree
Agree
Indifferent
Disagree
Strongly disagree
Agree
Indifferent
Disagree
Strongly disagree
Agree
Indifferent
Disagree
Strongly disagree
shoes.
Strongly agree
Agree
Indifferent
Disagree
Strongly disagree
14.T.V. advertisement
Strongly agree
Agree
Indifferent
Disagree
Strongly disagree
Agree
Indifferent
Disagree
Strongly disagree