Department of Business Management

Preface

The Project work is field which uses tools and techniques to transfer
subjectivity in the environment into objectives, also the findings of the
research, when applied show results, which can be measured and
evaluated so there is feedback this is what makes it a dynamic activity.

This survey is an analytical study of a different facts of the product. The

focus is given on the Brand profile. This project entitled Company Profile
of “REBOOK”, is for the partial fulfillment of B.B.A.(Hons) Degree.

The idea behind this project is to give practical knowledge and to

make them to face real life situation. The project survey is commonly used
for the collection from the respondents through questionnaire. In this
method statistical techniques have been used systematically. This project
survey is not only with my own efforts but also that of others.

SANJAY SACHDEV
 ACKNOWLEDGEMENT

I would like to whole hearty thank and express my sincere

gratitude to Prof. Y.S. Thakur Head of the Department of
Faculty of Management Studies Dr. Hari Singh Gour Kendriya
Vishwavidyalaya, Sagar for suggesting me this problem and for
giving an insight in delaing with the subject
I am highly obliged to Mr. Girbal singh Lodhi, Miss
Shakuntala Yadav, Miss Mayuri Jain, Dr. Shree Bhagwat,
Miss Pragya Bhargava, Miss. Priyanka Jhakariya, Miss
Devagya Shrivastava, Mrs. Jyoti Pandey, Mr. Ankur
Randheliya , and All Faculty member, for guiding me in
various aspects of this project like conducting field work and
designing questionnaire and suggesting me the Project Work
and helping me in finalising the Report. I express my gratitude
to all the customers who very kindly discussed various aspects
of this study and provided useful suggestions for discussing
various problems.
Lastly, I Must express my gratitude to all the elders of the
family and citizen of the city who blessed me in course of
discussion. I also extend my sincere thanks to my family and
my friends for their encouragement and support.

SANJAY SACHDEV
 Faculty of Management Studies
Dr. Hari Singh Gour Kendriya Vishwvidhyalaya, Sagar

CERTIFICATE

This to certify that MR. SANJAY SACHDEV Student of B.B.A.

(Hons) 16th Batch, Faculty of Management Studies Dr. Hari Singh Gour
Kendriya Vishwavidyalaya, Sagar (M.P.) Has diligently worked on the
Project Report of the Company Profile of “REBOOK”. He has done this
Work under My Guidance and Supervision. This project work is original and
not submitted earlier for the award of any degree or associate ship of any
other University.
During this study he made meticulous efforts for its completion. I
wish him all the best in these sincere endeavors for a bright and successful
future.

Signature of the Signature of the Signature of the

Supervisor Head of the Department Examiner
 DECLARATION

I hereby declare that the project work entitled “Company

Profile of REBOOK” submitted to the Faculty of Management Studies
Dr. Hari Singh Gour Kendriya Vishwavidyalaya, Sagar (M.P.), is a
record of an original work done by me under the guidance of MR. GIRBAL
SINGH LODHI Lecturer & Faculty Member at the Faculty of Management
Studies Dr. Hari Singh Gour Kendriya Vishwavidyalaya, Sagar (M.P.). I also
ensure that this work done by me is purely original and is my own creativity.

Date : SANJAY SACHDEV

Place : Enrollment no.: Y1118020035

 COMPANY PROFILE

I did my retail project on – ‘Company Profile of Reebok. In India Reebok

operates in cash and carry format as it is not an Indian company. Reebok’s
stores are specialty store. Reebok deals with following products sport shoes,
sport apparels. (Sun glasses, Watches, Carry Bags, Sport kits) Reebok is in
vertical integration it is having its on manufacturing units and retail outlets
as well.
The objective of the research was to understand Company Profile of Reebok
and operation of Reebok retail stores in India. The secondary objective of
the research was to understand the factors influencing consumer purchase in
Reebok shoes and Reeboks’s performance on those parameters. It was found
that the promotion strategy and location of the store is the most important
factors that drive purchase.
In this project I studied about marketing strategies adopted by Reebok in
Indian market. Reebok India ltd uses an integrated promotion tool, Reebok
use advertisement, personal selling, sales promotion and internet marketing
to promote its products. In India Reebok is having a strong Company Profile
and customers can find Reebok products easily in market.

This project helped me to get an experience of research and in understanding

the various theories of books which I understood from the real business
world. It gave me a chance of implementing my bookish knowledge.

INTRODUCTION TO REEBOK
Reebok is an American-inspired, global brand that creates and markets
sports and lifestyle products built upon a strong heritage and authenticity in
sports, fitness and women’s categories. The brand is committed to designing
products and marketing programs that reflect creativity and the desire to
constantly challenge the status quo.

REEBOK'S VISION

Fulfilling Potential
Reebok is dedicated to providing each and every athlete - from professional
athletes to recreational runners to kids on the playground - with the
opportunity, the products, and the inspiration to achieve what they are
capable of. We all have the potential to do great things. As a brand, Reebok
has the unique opportunity to help consumers, athletes and artists, partners
and employees fulfill their true potential and reach heights they may have
thought un-reachable.

REEBOK'S MISSION

Always Challenge and Lead through Creativity

At Reebok, we see the world a little differently and throughout our history
have made our mark when we’ve had the courage to challenge convention.
Reebok creates products and marketing programs that reflect the brand’s
unlimited creative potential.

REEBOK'S POSITIONING

Celebrate Individuality in Sport and Life

Reebok understands that people are, above all, unique. Reebok’s positioning
reflects this; celebrating the distinct qualities that make people who they are
- their unique points of view, their individual style and their remarkable
talents and accomplishments. Reebok celebrates their individuality, their
authenticity and the courage it takes to forge their own path to greatness.
While some may call them crazy or eccentric, Reebok calls them visionary
and original.

REEBOK'S PURPOSE

To Empower Global Youth to Fulfill their Potential

Commitment to Corporate Responsibility is an important legacy and
hallmark of the Reebok brand. For two decades, Human Rights, through the
Reebok Human Rights program, was the primary focus of this effort.
Reebok has expanded on what had been built and created a Global Corporate
Citizenship platform with a purpose for the brand that will help
underprivileged, underserved youth around the world fulfill their potential
and live healthy, active lives.

REEBOK'S BRAND TERRITORY

Having Fun Staying in Shape

Having Fun Staying in Shape comes to life through a fun, bold, provocative
manner expressed through fresh, eye catching imagery signed off with a
unique 'Reeword.' The tone and manner allows the consumer to look at sport
and lifestyle through our lens of 'Ree.'

Brands

 Reebok International
 Rock Port
 RBK CCM Hockey (World’s largest)
 Greg Norman Apparel
 Ralph Lauren Brand
 The Hockey Company
 Avia
 Onfield Apparel
 Athletic footwear
 DMX2000
 3D Ultralite
 Ralph Lauren Apparel line
PRODUCTS
 Logo Development

A.

B.

C.
 DATE OF ESTABLISHMENT
AND
HISTORY OF THE ORGANISATION

The entire population of the world wears shoes. Once the concept of wearing

a pair of shoes was to protect the feet, but as time passed, it became style. A

lifestyle is the person’s pattern of living in the world as expressed in

activities, interests and opinions. Lifestyle portrays the “whole person”,

interaction with his or her environment. Marketers have been searching for

relationships between their products and lifestyle groups.

In an era of style, Reebok has created has created a niche for itself

among the young and old generation. It is a multinational company that has

become a part of peoples’ lifestyle around the world. In the case of the

Indian population, it has much interaction among the young generation.

Reebok, the leader of sports accessories in the world is a well-known

name in every household. It is one of the first companies in the world to

make shoes for special purposes for example specially designed shoes for

football, running, basketball, cricket and tennis etc.

 All the Reebok outlets in India and abroad are franchisees and Reebok

itself has a major role in their successful running. Apart from these

showrooms, it also supplies to retailers who sell various other brands but it

mainly concentrates in franchisee showrooms.

Date of Establishment

Earlier there are a retain outlet in South Extension Part – II but this retail

outlet has been recently opened in South Extension Part – I on 14th

December 2001.

Normally the history of an organization is very important aspect in the

success of any retail outlet. Since Reebok has its own brand image, which

the company has built over the years. This particular outlet has been able to

attract a number of customers through their attractive display and huge sales

promotional activities undertaken by Reebok itself.

ADDRESS AND LOCATION

The Reebok retail outlet, which I have chosen, is accessible to the

consumers who are living in South Delhi. The showroom is situated adjacent

to the Ring Road, at South Extension, Part I. It is a huge showroom that

keeps a wide range of shoes, and other products. A number of people can be

housed at the same time on the floor of this Reebok showroom.

Address

Shop No. 5, Commercial Complex,

South Extension, Part-I

New Delhi.

The Franchisers of this showroom are

JEESE ENTERPRISES

Under agent – Teksons

 TYPES OF RETAILERS

This Reebok showroom is a specialty store and is a franchisee

organization. The products are basically shoes, apparels, sports equipment,

health products etc. The horizon of products is very limited, that is, there are

only a few types of product. According to the need of customers, specialty

stores are further divided into single-line stores, limited-line stores and

super-speciality stores. In today’s world, people love to go and shop in a

speciality store. In such a store, customers find their own goods, although

they can ask for assistance. Customers complete their transactions by paying

the cashier for the item. The sales executives are kept to assists the

customers, who need assistance and information related to the products.

Specialty Store: Narrow product line with a deep assortment, such as

apparel stores, sporting goods stores, furniture stores, florists, and

bookstores. A clothing store would be a single line store, an men’s clothing

store would be a limited line store, and a men’s custom shirt store would be

super specialty store. Examples: Athlete’s Foot, Tall Men, The limited, and

the body Shop.

Franchise Organization: Contractual association between a franchiser

(manufacturer, wholesalers, service organization) and franchisees

(independent businesspeople who buy the right to own and operate one or

more units in the franchise system). Franchising has been prominent in

dozens of product and service areas. Examples: McDonald’s, Subway, Pizza

Hut, Jiffy Lube, Meindke Muffers, 7- eleven.

The other various types of retailers around the world are:

Department Store: Several product lines—typically clothing, home

furnishing, and household goods—with each line operated as a separate

department managed by specialist buyers or merchandisers. Examples:

Sears, JCPenney, Nordstrom, Bloomingdale’s

Supermarket: Relatively large, low—cost, low—margin, high –volume,

self-service operation designed to serve total needs for food, laundry, and

household maintenance products. Super markets earn an operating profit of

only about 1 per cent on sales and 10 per cent on net worth. Examples:

Kroger, Safeway, Jewel.

Convenience store: Relatively small store located near residential area,

open long hours seven days a week, and carrying a limited line of high

turnover convenience products at slightly higher prices. Many have added

takeout sandwiches, coffee, and pastries. Examples: 7-Eleven, Circle K.

Discount Store: Standard merchandise sold at lower prices with lower

margins and higher volumes. True discount stores regularly sell merchandise

at lower prices and offer mostly national brands. Discount retailing has

moved into specialty merchandise stores, such as discount sporting goods

stores, electronics stores, and bookstores. Examples: All- purpose: Wal-Mart,

Kmart, Specialty: Circuit City, crown Bookstores.

Off-price Retailer: Merchandise bought at less than regular wholesale

prices and sole less than retail: often leftover goods, overruns, and irregulars

obtained at reduced prices from manufacturers or other retailers.

Factory outlets are owned and operated by manufacturers and normally carry

the manufacturer’s surplus, discontinued or irregular goods. Examples:

Mikasa (dinnerware), Dexter (shoes), Ralph Lauren ( upscale apparel).

Independent off-price retailers are owned and run by entrepreneurs or by

divisions of larger retail corporations. Examples: Filene’s Basement,

loehmann’s T.J.Maxx.

Superstore: Averages 35,000 square feet of selling space

traditionally aimed at meeting consumers’ total needs for routinely

purchased food and nonfood items. They usually offer services such as

laundry, dry cleaning, shoe repairs, check cashing, and bill paying. A new
group called “category killers” carry a deep assortment in a particular

category and a knowledgeable staff. Examples: Borders books and Music,

Petsmart, Staples, Home Depot, IKEA, and the Super Bazar in India.

Combination stores are a diversification of the supermarket store into

the growing drug-and-prescription field. Combination food and drug stores

average 55,000 square feet of selling space. Examples: Jewel and Osco

stores.

Corporate Chain store: Two or more outlets commonly owned and

controlled, employing central buying and merchandising and selling similar

lines of merchandise. Strongest in department stores, variety stores, food

stores, drugstores, shoe stores and women’s clothing stores. Their size

allows them to buy in large quantities at lower prices, and they can afford to

hire corporate specialists to deal with pricing, promotion, merchandising,

inventory control, and sales forecasting. Examples: Tower Records, Fayva,

Pottery Barn

Retailer Cooperative: independent retailers who set up a central

buying organization and conduct joint promotion efforts. Examples:

Associated Grocers, ACE Hardware.

 Consumer Cooperative: A retail firm owned by its customers. In

consumer coops residents contribute money to open their own store, vote on

its policies, elect a group to manage it, and receive patronage dividends.

TYPES OF CUSTOMERS

A customer may be defined as a different set of persons who may be

differentiated according to their age groups, tastes, choices and preferences,

and buying power. There may be different sets of customers. According to

their age groups the choices, tastes and preferences may differ in their

approach. For example, when we talk about a teenage girl and a cricketer

then their choices will be different in approach depending upon their age

group and the way they are living their lives.

Humans are customers to the Industries. In the case of Reebok a

person who is willing to buy or wear a pair of Reebok shoes is a customer.

Customers are increasingly expecting higher quality and service and

also some customization. They perceive fewer real product differences and

show less brand loyalty. They can obtain extensive product information from

the Internet and other sources, permitting them to shop more intelligently.

They are showing greater price sensitivity in their search for value.
 But in spite of this the Reebok outlet at South Extension Part-1 has

major customer penetration, says Mr. Navneet, the manager of the outlet.

This means the percentage of customers who buy from the outlet again and

again is very high. Thus, they are loyal to the company and the product.

A business can be defined in terms of three dimensions: customer

groups, customer needs, and technology. Consider, for example, a small

company that defines its business as designing incandescent lighting systems

for television studios. Its customer group is television studios; the customer

need is lighting; and the technology is incandescent lighting. The company

might want to expand into additional business. For example, it could make

lighting for other customer groups, such as homes, factories, and offices. Or

it could supply other services needed by television studios, such as heating,

ventilation, or air conditioning. Or it could design other lighting

technologies for television studios, such as infrared or ultraviolet lighting.

Similarly, once the customers of Reebok were sportspersons and

athletes. It used to manufacture shoes especially for this customer group.

That is why, during the eighties, Reebok launched a variety of sports shoes,

which gained a huge amount of popularity around the world. But as time

passed the company shifted its customers from sports’ specific to young

teenagers, and adults. These people were influenced by the new “fashion
era” and Reebok started to cater to these people also. Thus, Reebok shifted

from the specialist sports shoe market to the fashion-oriented market.

Moreover, apart from shoes it extended its product range by adding products

like apparels, sports equipment and other health products.

This particular outlet has been successful in capturing the market of

adults and the fashion conscious teens. In brief, the customers of this Reebok

outlet are of the effluent class. The outlet has been successful in collecting a

considerable amount of knowledge over the time about their market, brand

popularity and customers. The outlet passes this information to the company.

The company intern accumulates various manufacturing processes that are

important to fulfill their customer’s needs and desires.

NO. OF EMPLOYEES

Employees have an important value in any form of business, as they

are the ones who make a valuable contribution to upgrade the sales turnover

for any organization.

It is hard to believe that an American Company, which has a number

of outlets around the world, has only six employees in this outlet who are

able to manage everything efficiently. Among these six employees one is the

manager - Mr. Navneet, and three are sales representatives - Mr. Dinesh, Mr.
Sanjeev and Mr. Vishal. There is also one cashier and one security guard.

The sales representatives are of middle age, which handle the customer

service for the consumers. One more person has been recently recruited to

increase efficiency in sales.

OUR COMPANY PROFILE

The majority of Reebok products are manufactured in approximately 724
independently-owned and operated factories around the world. These
factories employ more than half a million workers.

A factory is defined as a manufacturing facility that: cuts, sews, screen-

prints, embroiders dyes, outsole placement/injection, stock-fits, and washes,
assembles, or packages at a primary or subcontract facility.

SUPPLIER RELATIONSHIPS

There are three main types of commercial relationships:

Direct relationships with contract factories We contract directly with

some factories. These direct relationships account for 28% of apparel and
95% of footwear production by volume/spend. These factories are often part
of a large company with factories in several locations. The Reebok country
office in each location oversees this manufacturing.

Sourcing through agents Some orders are placed through agents, who
select the factories subject to our approval. Most of our apparel
manufacturing in Asia is purchased through agents. In footwear
manufacturing most orders are placed directly, but we also work with three
agents.

Subcontract factories Occasionally factories may subcontract parts of an

order to another factory.

Reebok has classified its retail stores in following three categories:

A store deals with new products and normally these stores do not provide
any discount on products as the products are new in market. In India Reebok
is having 30 % of A type stores.

B store deals with only old products which they get from the franchisees
after a poor demand of these products. B stores sales those products on a
higher discount rate. Reebok is having 10 % of B stores in India.

A plus B store deals with both new and old products, thus it is a
combination of A and B. in India Reebok is having 60% A plus B stores.

WHERE ARE OUR SUPPLIERS?

Footwear Reebok uses footwear factories in 14 countries. Most factories

making Reebok footwear are based in Asia—primarily China (accounting
for 51% of total footwear production), Indonesia (21%), Vietnam (17%) and
Thailand (7%). Production is consolidated, with 88% of Reebok footwear
manufactured in 11 factories, employing over 75,000 workers.

Apparel Our apparel Company Profile is larger, with factories in 45

countries. The process of purchasing products from suppliers is organized by
region. Most (52%) of our apparel sold in the US is produced in Asia, with
the rest coming from countries in the Caribbean, North America, Africa and
the Middle East. Apparel sold in Europe is typically sourced from Asia and
Europe. Apparel sold in the Asia Pacific region is typically produced by
Asian-based manufacturers.

MAJOR PLAYERS IN THE INDUSTRY

 Nike

 Bata

 Puma

 Relaxeo

 Lotto

 Fila
Promotional schemes
After the acquisition of Reebok by Adidas they were in the head lines of TV
news and news papers. This creates awareness among people free of cost for
a Reebok and Adidas. It also creates a strong perception in customers mind.
Reebok is using integrated promotion tools. Reebok is having a good brand
value in India. Reebok is in top companies providing comfortable sport
shoes and apparels.
Reebok is using famous sports players and actors (M.S. DHONI, YUVRAJ
SINGH, and BIPASA BASU) in its advertisements. Reebok is manly use TV
and Print media for its advertisements.
In sales promotion Reebok provides discounts on its shoes and also use the
scheme of giving free gifts or products on higher purchase.
Reebok also sponsored the events and games to create awareness among
mass peoples. Reebok use internet marketing to sale and promote its shoes
as well.

How goods are transported between the Company Profiles

In Company Profile the retailer order the required quantity to the distributor
and it is the responsibility of distributor to transport the product to the store
location. But when distributors purchase the stock from Reebok India ltd it
is again responsibility of distributors to transport the stock from Reebok
warehouse to own warehouse or store.

Display decisions
A retail display is a merchandising display that attractively showcase shop
inventory or featured products. An immense number of products in the retail
market are competing for attention. And the offer of new product seems to
increase day by day. It’s good to know that at least 60% of purchases are
decided right in the store,
In display decision manly new and highly demanded products are
highlighted in store. As the demand and trend change the location of
products in store also change. Retailers display the products in such manner
that influence the buying decision of the customers.
Right choice of retail display and retail space design will help store owners
to differentiate from other stores and persuade shoppers to come in, stay
longer and come back.

Total sales and profits from shoes

Total sale of shoe for a month varies from 3.5 lacks to 6 lacks.
A franchise owner of Reebok gets 20 percent of profit on M.R.P. of the
shoes. In this 20percentage he can offer 5% to the customer at the time of
bargaining to make the sale. So a shoes pair of 6000 M.R.P. he gets in 4800.
After paying the expenses of stores like electricity bill, sales persons salary
etc remaining is the net profit for the store owner.
Thus the net profit for the owner varies from 38,000 to 65,000 per month.

COMPETITORS’ ANALYSIS
Reebok faced primary competition from industry leader NIKE, after Nike

puma is also a strong competitor of Reebok in shoe industry.

Adidas’ acquisition of Reebok developed increased opportunities to achieve

competitive advantage through branding. The Reebok brand also gain

sustainable competitive advantage through increased brand recognition.

Globally, Reebok will benefit greatly from Adidas’ distribution around the

world.

Combined R&D helped speed development of cutting edge technologies, an

important feature of the increasingly fast paced industry. Expedited research

developed higher consumer demand for innovation across all brands, putting

pressure on Nike’s R&D capabilities.

RESEARCH METHODOLOGY
Methodology is the way to systematically solve the research problem.

Research methodology just does not deals with research methods but also

consider the logic behind the methods. It may be understood as a science of

studying how research is done scientifically and systematically. In studying

research problem along with the logic behind them it is necessary for the

researcher to know the research methods, techniques. He must also clearly

understand the producer would apply to the problem given to him. All this

means that it is necessary for the researcher to design methodology from

problem to problem.

Research methodology may be summarized in the following steps –

1. Defining the research objective.

2. Preparing the research design.

3. Implementation of the research design.

1. Research design

A complete enumeration of the items in the population is known as census enquiry. It can

be presumed that in such as enquiry when all items are covered, no elements of change

are left and highest accuracy is obtained. However this type of inquiry involves a great

deal of time, money and energy.

In sample survey we select only few items from the total population. Results are

sufficiency accurate and much lesser time; energy and money is spending in field studies.

Hence, it was decided to opt for sample survey.

2. Data collection

There are two types of data collection

2.1 Primary data collection –

Questionnaire had been prepared to get the response of the people as per

guided by the organizational guide. To provide the best end results without any

kind of biasness, which can give a brief idea about sampling and would be

beneficial for making inferences for tabulations and calculations with research

instruments? I made a survey through questionnaire as prepared by me.

2.2 Secondary data collection –

Secondary data collected by authorized dealer, magazine, internet, pamphlets,

etc.

3. Sampling plan

Sampling plan consists of sampling unit, sampling size and sampling procedure

therefore it is necessary to find out sampling plan if population is 100.

Sample Plan Consists of:

Sample Plan
 Sampling Design : Simple Random Design

 Sample Size : 100

 Sample Location : Bhilai

 Descriptive Research design.

 TOOLS AND TECHNIQUE OF DATA COLLECTION

Data is collected by the help of questionnaire. It was collected in all the hours of

the day. And for the analysis the data “PERCENTAGE METHOD” has been used.

SCOPE OF THE STUDY

Our group has selected the Indian Footwear (Athletic) as Product

Category.
The main multinational players in this industry are Nike, Puma, Fila,

adidas & Reebok. Indian players include Action Shoes Ltd., Liberty

Footwear Co., and Bata India Ltd.

This report will mainly consider Reebok and a research on it.
By way of research, we have conducted a consumer survey, as well as

spoken to a few retailers of the 3 top brands in the industry.

OBJECTIVE OF THE STUDY

To find out the awareness regarding Reebok shoes.

 To find out the most important source through which customers

came to know about Reebok shoes.

To find out the factors influencing the purchase of Reebok shoes.

To find out the factors influencing the purchase of branded shoes.

SWOT ANALYSIS

Strength:-

 Size & strong brand awareness and perception.

 Wide range of celebrity associated sponsorship

  It's strong position in the women's sector

 Research and development

 Marketing
Weaknesses:-

 Too much reliance on retail stores to sell products.

 poor employment practices at overseas manufacturing sites

 High % of upper management turnover

 Dependency on Footwear sales

Opportunities:-

 Emergence of more Sporting events

 Women’s Marketplace

 College/Pro Sports

 Reebok is also leveraging the digital space to control distribution and

build direct consumer

 Broaden market expected from convergence of broadcasting, telecom

and entertainment industry (reality shows)

Threats:-
  Strong competition.

 Rising price of row material

 Chinese products

 Global/Domestic Economies

DATA ANALYSIS AND

INTERPRETATION
1. Age

Age No . of respondent
>19 year 15
20-29 year 70
30-39 year 10
40 year < 5
Age
Interpretation-
Majority of the respondent i.e. 20-29 year70%
2. Monthly income

Monthly income No. of respondent

>5,000 5
5,001-10,000 20
10.001-15,000 60
Above 15,001 15
Monthly income

Interpretation-
Majority of income group is the 10,001-15,000, 60%

4. MARITAL STATUS

MARITAL STATUS NO. OF RESPONDENTS PERCENTAGE

UNMARRIED 76 76%
MARRIED 24 24%

MARITAL STATUS
 Interpretation:-

Majority of the respondent’s i.e., 76% are Unmarried.

4. Awareness of the people about Reebok Shoes.

Awareness No. Of respondents Percentage

Yes 89 89%
No 11 11%
Awareness

Interpretation:-

Majority of the respondent’s i.e., 89% are aware about Reebok

shoes.

5. Influencing Factors

Factors No.Of Percentage

respondents
Quality 52 23%
 Durability 15 7%
Price 68 30%

Brand Name 42 18%

Reference opinion 38 15%
Others 15 7%

Interpretation:
Price is the main influencing factor followed by quality & brand name.

LIMITATION OF THE STUDY

The marketing researcher has to face certain difficulties while he carries out
the research work. He knows the limitation beforehand, uncontrollable and
 others are controllable. Some important limitations, which are faced by
researchers as follows:
5.1 Sample size: Due to vast area the consumers sample size restricted to
100 only.

5.2 Limitation of response: The response given to the researchers were not
always accurate since satisfaction is qualitative indicator the
respondents regarding their understanding of satisfaction.

5.3 Limitation of bias: Generally respondents are based to the question

raised, thus the result of research will have error and the very purpose of
marketing research is lost. Therefore took utmost care while dealing
with respondents.

5.4 Limitation of human behavior: Marketing researches studies the

behavior who are rational. Very often, they do not express their feeling
correctly what they think. In such cases their habitual, practice,
preferences cannot be assessed correctly.

MAJOR FINDINGS

 Males are the main customers of Reebok as compared to female.

Youngsters are the prime customer of Reebok.
 Customer having annual income 2 to 5 lakhs are the main target
Market.
 There are more occasional customer as compared to regular.
 Customers are attracted by signage (reduced price,s ales
promotion etc.)
 Customers are more concern about brand image and price when
buying from Reebok.
 Most of the customers believe that Puma can be a substitute of
Reebok.
 Moreover, in terms of genders response it was found that
women were more influenced by signages as compared to men
in making their purchase decisions.
 Non-working women were the ones who were much influenced
by signages.
 The degree of attractiveness of different elements in decreasing
order is Display>Store Front>Lighting>Interior
Design>Music>Color

SUGGESTION
There are still efforts are needed to make people aware about
Reebok shoes.

Reebok Company must provide after sale service to their

customers.
Companies shall introduce or increase the range of their
product in respect of price so that a lower middle class people
may also afford to have Reebok shoes.

CONCLUSION

Majority of the customers i.e.(89%) are aware about

Reebok shoes.

Friends i.e.(74%)is the most important source

through which customers came to know about
Reebok shoes.
 Price i.e.(30%) & quality i.e.(23%)are the factors
which influence the customers to purchase Reebok
shoes.

Reebok i.e.(76%) is the most preferred brand of

sports shoes in Bhilai city city

BIBLIOGRAPHY

Internet:
www.Reebok.com
www.wikipedia.org
www.scribd.com

Books:

Philip Kotler Principles of Marketing

Kotler Marketing Management

Pryank Azad retail Management

 Questionnaire
QUESTIONNAIRE FOR RETAILERS

Name :
Mob. No. :

1. How many customers you have in a day?

2. What type of shoes do they prefer?

3. What is the pries range of your products?

4. Do they ask for other brand?

 5. How much units you purchase in a month?
6. How much units get sold from them?
7. How you forecast the demand?
8. What role do you play after the sales?

9. According to you who are the main competitor of Reebok?

a. a) Organized market b) unorganized
10.What suggestions would you like to give to Reebok?

Signature

Thank you for spending your precious time answering this Questionnaire.

QUESTIONNAIRE FOR CUSTOMERS

Name :
Mob. No. :

1. Do you prefer branded products?

a) Yes b) No c) Not often

2. Have you ever visited Reebok outlet?

a) Yes b) No
3. Do you feel Reebok shoes are easily available in the Market?
a)Yes b) No
4. Which motivates you to go for Reebok?
a) Brand image b) quality c) price d) comfort e) others
5. How do you gather information about Reebok?
a. Family& friend b) advertisement
 c) Personal experience d) Impulse purchase e) others
6. Which of these factors affect your purchase decision?
a. Assortment b) Brand name
b. Quality d) Ambience
7. What do you think of product after purchase? [Post purchase
behavior].
a. Good b) Excellent
c) Satisfactory d) poor
8. Which one you will prefer?
a) Reebok b) Nike c) Puma d) woodland e) other

9. Whether you are a frequent user of the product.

a) Often b) occasional
c) Not a user d) never heard of.
10.How would you rate Reebok?
a) 1 b) 2 c) 3 d) 4 e) 5
11.What suggestions would you like to give for Reebok?

Signature

Thank you for spending your precious time answering this Questionnaire.
 TABLE OF CONTENTS

S.No. TITLE Page No.

 Preface
 Acknowledgement

 Declaration of the Candidate

 Certificate

 Company Profile

1 Introduction to RBK
 Data of Establishment and History

 Type of Retailers
 Type of Customers

2 Our company Profile

 Competitor Analysis
3 Research Methodology
 Scope of Study
 Objective of Study
 Swot Analysis
4 Data Analysis and Interpretation
 Graphical Presentation
5 Lamination
6 Major Findings
7 Suggestion
8 Conclustion
9 Bibliography
10 Questionnaire