A study on consumer satisfaction of Puma bags with reference to Nirmala college of arts and

science, Meloor

1. INTRODUCTION

Consumer satisfaction provides a leading indicator of consumer purchase

intentions and loyalty. A consumer's expectations about a product tell us how he or she
anticipates how that product will perform. Consumers may have various types of
expectations when forming opinions about a product's anticipated performance.
Consumer satisfaction is an ambiguous and abstract concept and the actual manifestation
of the state of satisfaction will vary from person to person and product/service to
product/service. The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviors such as return and
recommend rate. The level of satisfaction can also vary depending on other options the
consumer may have and other products against which the consumer can compare the
organization's products.

Consumer satisfaction is a term frequently used in marketing. It is a measure of how

products and services supplied by a company meet or surpass consumer expectation.
Consumer satisfaction indicates the fulfillment that consumers derive from doing
business with a firm. In other words, it’s how happy the consumers are with their
transaction and overall experience with the company. Consumer satisfaction indicates the
fulfillment that consumers derive from doing business with a firm. Satisfaction is the
consumer’s fulfillment response. It is a judgment that a product or a service feature, or
the product or service itself, provides a pleasurable level of consumption related,
fulfillment. In minimal technical terms, this definition can be translated to mean that
satisfaction is the consumer’s evaluation of a product or service.

Puma SE, branded as Puma, is a German multinational company that designs and

manufactures athletic and casual footwear, apparel and accessories, which is
headquartered in Herzogenaurach, Bavaria, Germany. Puma is the third
largest sportswear manufacturer in the world.[4] The company was founded in 1948
by Rudolf Dassler. In 1924, Rudolf and his brother Adolf Dassler had jointly formed the
company Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory). The
relationship between the two brothers deteriorated until the two agreed to split in 1948,

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forming two separate entities, Adidas and Puma. Both companies are currently based in

Herzogenaurach, Germany.

As of 2017, Puma SE employs more than 13,000 people worldwide and distributes its
products in more than 120 countries.[6][7]

Following the split from his brother, Rudolf Dassler originally registered the new-
established company as Ruda, but later changed the name to Puma.[8] Puma's earliest logo
consisted of a square and beast jumping through a D, which was registered, along with
the company's name, in 1948. Puma's shoe and clothing designs feature the Puma logo
and the distinctive "Formstrip" which was introduced in 1958.

1.1 PROBLEM STATEMENT

In this era of competition and advancement in technology the retail sector is growing at a
fast pace. Every company of firm is trying to provide their consumers with the best

services. Companies often know the cost of providing good service but they

rarely know the cost of providing bad service. Many market research companies
agree that even “satisfied customers” will defect. The manufacturers are facing heavy
competition and struggling to increase their sales to survive in the market. Several bag
manufacturing companies are introducing new varieties of bag and announcing offers
from time to time. Therefore, this study concerns on consumer satisfaction to meet
consumer needs in order to make consumers loyal and retain them for better profit in
today’s modern market. This study is conducted to study consumer satisfaction towards
Puma college bags and to analyze the factors influencing consumer satisfaction.

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1.2 LITERATURE REVIEW

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Page for literature review

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1.3 SIGNIFICANCE OF STUDY

The footwear industry in the current scenario is booming and undergoing a rapid growth.
The emergence of new footwear companies in the Indian footwear market has raised the
competitiveness in the industry. The study aims at identifying the satisfaction of
consumers towards Puma bags and factors influencing consumer satisfaction. The
outcome of the study reveals the current perception about the footwear rooted in the
minds of the consumers which could be useful in formulating the strategies in future
operations of the company, for the attainment of its goals in this competitive scenario.

1.4 OBJECTIVES OF THE STUDY

 To study the consumer satisfaction of Puma bags.
 To identify the factors influencing consumer satisfaction.
 To understand the consumer requirements.
 To find out preference of consumers.

1.5 HYPOTHESIS
Hypothesis simply means assumption or presupposition of future events to be proved or
disproved. Hypothesis is usually considered as the principle instrument of research. Its
main function is to suggest new experiment and observation.

NULL HYPOTHESIS
A null hypothesis is a hypothesis that says there is no statistical significance between the
two variables in the hypothesis. It is the hypothesis that the researcher is trying to
disprove.

H0: Consumers are satisfied with Puma college bags

ALTERNATE HYPOTHESIS
An alternative hypothesis simply is the inverse, or opposite, of the null
hypothesis. An alternative hypothesis is one in which a difference (or an effect) between
two or more variables is anticipated by the researcher.

H1: Consumers are not satisfied with Puma college bags

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1.6 LAYOUT OF THE REPORT

The study is presented in 5 chapters
Chapter 1
 Introduction
 Statement of the problem
 Literature review
 Objectives of the study
 Hypothesis
 Layout of the report
 Limitations of the study
Chapter 2
 Research methodology
 Research design 
 Population of the study
 Sampling -sample size , sample Design 
 Variables under study
 Analysis tools and techniques  
 Analysis method
 Data collection method
 Duration of the study
Chapter 3
 Theoretical concepts
 Industry profile
Chapter 4
 Data analysis and interpretation
Chapter 5
 Findings
 Suggestions
 Conclusion

Bibliography
Annexure

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1.7 LIMITATIONS OF STUDY

 The study is restricted to Chalakudy Municipality

 Due to time constrains, 50 respondents were selected for the purpose of the study
however idea of 50 respondents may not reflect the view of the whole universe.
 There is chance is of biased respondents which may affect the result of study.

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2.1 RESEARCH METHODOLOGY

Once the problem has been carefully defined, the researcher needs to establish the plan
that will outline the investigation to be carried out. The research design indicates the
steps that have been taken and in what sequence they occurred. It is a systematic and
purposive investigation of facts with an objective of understanding the consumer
satisfaction for Puma bags.

2.2 RESEARCH DESIGN

Research design is the arrangement of conditions for collection and analyze of data in a
systematic manner that aims to combine relevance to research purpose with economy in
procedure. The research study applied here is purely descriptive.

2.3 POPULATION
Population is a well defined collection of individuals or objects known to have similar
characteristics. A population commonly contains too many individuals to study
conveniently.

2.4 SAMPLING
Sampling is an essential part of all scientific procedures. The researcher collected and
summarized the data more quickly through sampling. Sampling gives he researcher scope
for collecting more accurate information.

 SAMPLE SIZE
This refers to the number of items to be selected from the total population to constitute
the sample. The sample size used for this study is 50.

 SAMPLING METHOD
The simple random sampling method was used for the primary data collection. Simple
random sampling is the basic sampling technique where we select a group of subjects (a
sample) for study from a larger group (a population). Each individual is chosen entirely
by chance and each member of the population has an equal chance of being included in
the sample. Every possible sample of a given size has the same chance of selection that is
each member of the population is equally to be chosen stage in the sampling process.

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2.5 VARIABLES UNDER STUDY

Dependent Variable: - The outcome variable measured in each subject, which may be
influenced by manipulation of the independent variable is termed the dependent variable.
In experimental studies, where the independent variables are imposed and manipulated,
the dependent variable is the variable thought to be changed or influenced by the
independent variable. In this study the dependent variable is consumer satisfaction.

Independent Variable: - An investigator manipulates one variable and measures the

effect of that manipulation on another variable. The variable that the researcher
manipulates is called the independent, or grouping variable. The independent variables
used in this study are as follows:-

Age

Gender

Price

Source of information

Style

Preference

Discounts

Improvement

Durability

Duration

Comfort

Customer service

Quality

Criteria

Frequency of purchase

Maintenance

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Colors

Shoulder strain reduction capacity

2.6 ANALYSIS, TOOLS AND TECHNIQUES

Percentage method is used here. Percentage method is the method to represent raw
streams of data as a percentage (a part in 100 percentages) for better understanding of
collected data. Percentage method is applied to create a contingency table from the
frequency distribution and represent the collected data for better understanding.

2.7 METHODS OF DATA COLLECTION

 PRIMARY DATA
Information obtained from the original source by research is called Primary Data. They
offer much greater accuracy and reliability. The data was collected from the respondents
through the questionnaire.

 SECONDARY DATA
In means data that are already available i.e. it refers to the data which have already been
collected and analyzed by someone else. The data was collected from the websites and
books..

2.8 DURATION OF THE STUDY

Duration of the study is 21 days.

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3.1 THEORETICAL CONCEPT

Customer satisfaction suffices the customer. Customer visualizes, perceives and will have
some expectations before making any purchase. If the product meets customer’s
expectations then he is satisfied. Customer will be satisfied when the product meets the
basic needs set and therefore utility of a product is nothing but consumer’s estimation of
products over all capacity to satisfy his needs. Customer satisfaction is a function of
perceived performances and expectations.

Consumer satisfaction provides a leading indicator of consumer purchase

intentions and loyalty. A consumer's expectations about a product tell us how he or she
anticipates how that product will perform. Consumers may have various types of
expectations when forming opinions about a product's anticipated performance.
Consumer satisfaction is an ambiguous and abstract concept and the actual manifestation
of the state of satisfaction will vary from person to person and product/service to
product/service.

The state of satisfaction depends on a number of both psychological and physical

variables which correlate with satisfaction behaviors such as return and recommend rate.
The level of satisfaction can also vary depending on other options the consumer may
have and other products against which the consumer can compare the organization's
products. Consumer satisfaction is a term frequently used in marketing. It is a measure of
how products and services supplied by a company meet or surpass consumer expectation.
Consumer satisfaction indicates the fulfillment that consumers derive from doing
business with a firm. In other words, it’s how happy the consumers are with their
transaction and overall experience with the company. Consumer satisfaction indicates the
fulfillment that consumers derive from doing business with a firm.

Satisfaction is the consumer’s fulfillment response. It is a judgment that a product or a

service feature, or the product or service itself, provides a pleasurable level of
consumption related, fulfillment. In minimal technical terms, this definition can be
translated to mean that satisfaction is the consumer’s evaluation of a product or service.

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A study on consumer satisfaction of Puma bags with reference to Nirmala college of arts and
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3.2 BAG INDUSTRY

Bag industry is growing at a steady pace since the past few years. Analysis of the report
includes various types of bags including handbags and backpacks used by individuals of
all age groups and gender. The rising demand for fancy, trendy yet comfortable bags
among all age groups is a key factor driving the global bag industry. The global bag
market is segmented by type of bag, end users of bag, various platforms for sale of bag,
material used, and their sales across various geographies. Asian countries, such as China
and India are major exporters of bag across developed countries (UK and US). The report
explains material used for manufacturing bags,.

Backpacks are premium products occupying a significant market share in the global
market for footwear. Additionally, rising health concerns are influencing individuals to
buy comfortable bags . This trend has generated a high demand for comfortable college
bags, in turn increasing the demand for bags. Over the past decade, the global market for
bags has witnessed a steady growth and is anticipated to continue at the same pace in the
years to come. The estimation of global market is based on revenue generated by the sale
of college bags across different geographic regions.

Market players are also focusing on expanding their sales channels through different web
portals across various regions. Online platforms for purchase of bags are gaining steady
popularity among teenagers and youths, thereby occupying a significant share among all
distribution channels. Presently, manufacturers are focusing on developing and
innovating new products, to maintain their market positions. Leading companies
operating in the market, such as Adidas, Puma, Nike, and Safari among others are
constantly devising new solutions and focusing on providing better services while
upgrading the designs of their existing bag models.

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3.3 COMPANY PROFILE

They say that a cat has nine lives. Puma is one cat that needs no extra lives- the
brand practically dominates in Sports clothing and accessories industry. Puma
products have been used throughout the ages by some of the best and most talented
athletes the world has ever seen.

They say that a cat has nine lives. Puma is one cat that needs no extra lives- the
brand practically dominates in Sports clothing and accessories industry. Puma
products have been used throughout the ages by some of the best and most talented
athletes the world has ever seen.
Puma started with modest perseverance. The journey began with two brothers with
a talent for making sports performance enhancing bags. Rudolf and Adolf Dassler
founded Dassler Brothers Shoe Factory in 1924 Their first major break was in the
1936 Olympics when world class athletes sported Dassler spikes and won gold
medals. Puma was founded by Rudolf Dassler in 1948 and the assets from old
business were divided equally between the brothers. The same year, Puma also
launched its first football boot- The Atom. Puma’s first major contribution to the
football world was in 1952 when it released the Super Atom- first football boot
with screw in studs. In the later years, the company developed enhanced version
called Brasil. This attained international glory when the Brazilian team won the
1958 World Cup in Sweden sporting Puma bags.
In the 1960’s Puma became famous for advanced production technique of
vulcanization (a technique which bonds the sole and shaft of the shoe). This led to
a more enhanced performance. The ‘60s saw world famous athletes like Pelé and
Portuguese football star Eusebio winning events and Puma was continuously in the
spotlight. Puma’s world famous jumping cat logo - introduced to the world in
1967- was the brainchild of a cartoonist from Nuremberg, Lutz Backes. This logo
was amended in 1979 to a puma jumping across the corner of the word PUMA.
This is now seen on all Puma bags and apparel and is a mark of quality and superb
attention to detail.

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Puma was in the spotlight in 1968 when athlete Tommie Smith and John Carlos,
post Tommie’s gold medal win at a 200 m running event, raised fists in a power
salute as a sign of protest against apartheid, racism and discrimination towards
African Americans.
History

Christoph von Wilhelm Dassler was a worker in a shoe factory, while his wife Pauline
ran a small laundry in the Franconian town of Herzogenaurach, 20 km (12.4 mi) from the
city of Nuremberg. After leaving school their son, Rudolf Dassler, joined his father at the
shoe factory. When he returned from fighting in World War I, Rudolf was trained as a
salesman at a porcelain factory, and later in a leather trading business in Nuremberg.

In 1924, Rudolf and his younger brother, Adolf, nicknamed "Adi", founded a shoe
factory. They named the new business "Gebrüder Dassler Schuhfabrik" (Dassler
Brothers Shoe Factory) which was the only business at the time that manufactured sports
bags. The pair started their venture in their mother's laundry. At the time, electricity
supplies in the town were unreliable, and the brothers sometimes had to use pedal power
from a stationary bicycle to run their equipment.[27] In 1927, they moved into a separate
building.

The brothers drove from Bavaria to the 1936 Summer Olympics in Berlin with a suitcase
full of spikes and persuaded United States sprinter Jesse Owens to use them, the first
sponsorship for an African American. Owens won four gold medals. Business boomed;
the Dasslers were selling 200,000 pairs of bags annually before World War II.[28]

Both brothers joined the Nazi Party, but Rudolf was slightly closer to the party. A
growing rift between the brothers reached a breaking point during a 1943 Allied bomb
attack. Adi and his wife climbed into a bomb shelter that Rudolf and his family were
already in. "Here are the bloody bastards again," Adi remarked, apparently referring to
the Allied war planes, but Rudolf, due to his apparent insecurity, was convinced his
brother meant him and his family.[29] When Rudolf was later picked up by American
soldiers and accused of being a member of the Waffen SS, he was convinced that his
brother had turned him in.[27]

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Age category

TABLE 4.1

Age category No. of respondents Percentage

17-20 25 50%

21-23 15 30%

24 or above 10 20%

FIGURE4.1

Age category
20%

17-20
21-23
50% 24 or above

30%

Interpretation

From the above graph it is clear that 50% of the respondents are of the age
category 17-20, 30% of respondents of the age category 21-24 and 20% are
of 24 or above.

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Gender

TABLE 4.2

Particulars No. of Percentage

respondents
Female 10 20%

Male 40 80%

FIGURE 4.2

Gender
20%

female
male

80%

Interpretation

The above graph shows that 80% of the respondents are male and only 20 %
were females. So we can say that Puma bags are used mostly by male
customers than female customers.

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Price

TABLE 4.3

Particulars Satisfied Highly Neutral Dissatisfied Highly

satisfied dissatisfied
No. of 20 15 8 5 2
respondent
Percentage 40 30 16 10 4

FIGURE4.3

Price
4%
10%

satisfied
40%
16% highly satisfied
neutral
dissatifed
highly dissatisfied

30%

Interpretation

The percentage of respondents who are satisfied with the price of Puma bags
are 40% , highly satisfied 30% , neutral 16% and who are dissatisfied are of
10% and 4% are highly dissatisfied. From this we can assume that most
people are satisfied with the price of Puma bags.

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Source of information Puma Bags

TABLE 4.4

Particulars Friends Relatives Advertisement Dealers Salesmen

No. of 20 15 8 5 2
respondents
Percentage 40 30 16 10 4

FIGURE 4.4

Source of information
4%
10%

Friends
40% Relatives
16%
Advertisement
Dealers
Salesmen

30%

Interpretation

It shows that 40% of the respondents came to know about Puma bags from their friends,
30% of them from relatives, 16% from advertisement, 10% from dealers and 4% from
salesmen.

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Style of Bags

Particulars satisfied Highly Neutral Dissatisfied Highly

satisfied dissatisfied
No. of 10 25 12 2 1
respondent
s
Percentage 20 50 24 4 2

TABLE 4.5

FIGURE4.5

2% Style
4%

20%

24%
satisfied
Highly satisfied
Neutral
Dissatisfied
Highly dissatisfied

50%

Interpretation

The graph shows that 20% of the respondents are satisfied, 50% of them are
highly satisfied, 24% of them have neutral opinion where as 4% of them are
dissatisfied and 2% of them are highly dissatisfied. This shows that
customers are indeed satisfied with the style variety of Puma bags.

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Preference

TABLE 4.6

Particulars Yes No
No. of respondents 43 7
Percentage 86 14

FIGURE 4.6

Preference

14%

yes

no

86%

Interpretation

86% of them would prefer Adidas over other brands whereas 14% of them
say no. It is clear that majority of the customers will choose Adidas over
other brands. This ensures brand loyalty among customers.

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Discounts

TABLE 4.7
particulars Satisfied Highly Neutral dissatisfied Highly
satisfied dissatisfied
No. of 13 18 12 5 2
respondents
percentage 26 36 24 10 4

FIGURE4.7

4%
Discounts
10%
26%

satisfied
highly satisfied
neutral
24%
dissatisfied
highly disstaisfied

36%

Interpretation

It is understood from the above graph that 26% of them are satisfied with the
discounts provided, 36% of them are highly satisfied with the discounts ,
24% of them carry neutral opinion where as 10% of them are dissatisfied
with the discounts and 4% of them are highly dissatisfied .

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Aspect to be improved

TABLE 4.8
Particulars Quality Price Customer service
No. of 5 20 25
respondents
Percentage 10 40 50

FIGURE 4.8

Improvement
10%

Quality
Price
50%
Customer service
40%

Interpretation

From the above graph it is suggested by the customers that 10% of them
need improvement in quality, 40 % of them says there should be
improvement in price and 50 % of them are in the opinion that customer
service needs to be improved. So we can conclude that customer service
needs to be improved mainly.

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Durability

TABLE 4.9
Particulars Good Neutral Bad

No. of respondents 30 18 2
Percentage 60 36 4

FIGURE 4.9

Durability
4%

Good
36%
Neutral
Bad
60%

Interpretation

60% of the customers are of the opinion that durability of the bags are
good , 36% of them have neutral opinion and rest 4% says that the durability
is bad. More than half of the customers find the durability to be good.

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Material of Puma bags

TABLE 4.10
particulars Satisfied Highly Neutral dissatisfied Highly
satisfied dissatisfied
No. of 5 8 14 15 8
respondents
percentage 10 16 28 30 16

FIGURE 4.10

Material
10%
16%

16% Satisfied
Highly satisfied
Neutral
dissatisfied
30% Highly dissatisfied

28%

Interpretation

It is clear from the above graph that more than half of the respondents are
satisfied with the material used, i.e. 10% are satisfied and 16% are highly
satisfied , 28% of respondents carry neutral opinion however 30% of the
respondents are dissatisfied and 16% are highly dissatisfied.

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Duration of Usage

TABLE 4.11

Particular Less than 1 year 1 to 3 years More than 3

years
No. of 10 25 15
respondents
Percentage 20 50 30

FIGURE 4.11

Usage
20%
30%

Less than 1 year

1 to 3 years
More than 3 years

50%

Interpretation

The graph shows that 20% of the respondents have been using Puma bags
for less than 1 year, 50% of them have been using it for 1 to 3 years and 30%
of them have been using it for more than 3 years.

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Comfort

TABLE 4.12

Particulars Yes No
No. of respondents 44 6
Percentage 88 12

FIGURE 4.12

Comfort
12%

Yes
No

88%

Interpretation

It shows that 88% of the respondents are of the opinion that Puma bags are
comfortable to carry and 12% of them say it is not comfortable.

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Selection criteria of Puma Bags

TABLE 4.13
Particulars Popularity Brand Brand Price Any other
name image
No. of 14 16 14 3 3
respondent
s
Percentage 28 32 28 6 6
FIGURE 4.13

Selection criteria
6%
6%
28% Popularity
Brand name
Brand image
Price
28% Any other

32%

Interpretation

It shows that 28% of them selected Puma bags because of its popularity,
32% of them due to the brand name, 28% of them due to brand image, 6% of
them due to price and 6% of them says some other reasons.

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Quality of bags

TABLE 4.14
particulars Satisfied Highly Neutral dissatisfied Highly
satisfied dissatisfied
No. of 16 14 12 6 2
respondents
percentage 32 28 24 12 4

FIGURE 4.14

Quality
4%
12%

32%
Satisfied
Highly satisfied
Neutral
dissatisfied
24% Highly dissatisfied

28%

Interpretation

The graph shows that 32% of the respondents are satisfied, 28% of them are
highly satisfied, 24% of them have neutral opinion whereas 12% of them are
dissatisfied and 4% of them are highly dissatisfied with the quality of bags.

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Online marketing of Puma bags

TABLE 4.15
Particulars Satisfied Highly Neutral dissatisfied Highly
satisfied dissatisfied
No. of 10 12 18 7 3
respondents
percentage 20 24 36 14 6

FIGURE 4.15

Online Marketing
6%
20%
14%
Satisfied
Highly satisfied
Neutral
dissatisfied
Highly dissatisfied

24%

36%

Interpretation

The graph shows that 20% of the respondents are satisfied ,24% of them are
highly satisfied , 36% of them have neutral opinion whereas 14% of them
are dissatisfied and 6% of them are highly dissatisfied with the online
marketing of Puma bags.

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Frequency of purchase

TABLE 4.16

Particular Once in 6 Once in a year Once in 2 years

months
No. of 10 25 15
respondents
Percentage 20 50 30

FIGURE 4.16

Frequency of purchase

20%
30%
Once in 6 months
Once in a year
Once in 2 years

50%

Interpretation

The graph indicates that 20% of the respondents purchase bags once in 6
months, 50% of them purchase once in a year and 30% of them once in 2
years.

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Waterproof bags

TABLE 4.17

Particular Yes Rarely Never

No. of respondents 38 8 4
Percentage 76 16 8

FIGURE 4.17

Waterproof bags
8%

16%

Yes
Rarely
Never

76%

Interpretation

The graph shows that 76% of them say Puma provides waterproof bags, 16%
of them say rarely and 8% of them say no.

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A study on consumer satisfaction of Puma bags with reference to Nirmala college of arts and
science, Meloor

Maintenance of bag

TABLE 4.18

Particulars Yes No
No. of respondents 41 9
Percentage 82 18

FIGURE 4.18

Maintenance
18%

Yes
No

82%

Interpretation

It shows that 82% of respondents find it easy to maintain Puma bags

whereas 18% of them say it is not easy to maintain.

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A study on consumer satisfaction of Puma bags with reference to Nirmala college of arts and
science, Meloor

Range of colors available in bags

TABLE 4.19

Particulars satisfied Highly Neutral Dissatisfied Highly

satisfied dissatisfied
No. of 10 12 25 2 1
respondents
Percentage 20 24 50 4 2

FIGURE 4.19

2% Range of colors
4%

20%

satisfied
Highly satisfied
Neutral
Dissatisfied
Highly dissatisfied

50%
24%

Interpretation

The graph shows that 20% of the respondents are satisfied, 24% of them are
highly satisfied, 50% of them have neutral opinion whereas 4% of them are
dissatisfied and 2% of them are highly dissatisfied with the range of colors
available in bags.

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A study on consumer satisfaction of Puma bags with reference to Nirmala college of arts and
science, Meloor

Shoulder Strain Reduction capacity of Puma Bags

TABLE 4.20

Particulars satisfied Highly Neutral Dissatisfied Highly

satisfied dissatisfied
No. of 16 26 5 3 0
respondents
Percentage 32 52 10 6 0

FIGURE4.20

Shoulder strain reduction

6%

10%
32% satisfied
Highly satisfied
Neutral
Dissatisfied
Highly dissatisfied

52%

Interpretation
It shows that 32% of the respondents are satisfied , 26% of them are highly
satisfied, 5% of them have neutral opinion where as 3% of them are dissatisfied
with the shoulder strain reduction capacity of Puma bags.

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A study on consumer satisfaction of Puma bags with reference to Nirmala college of arts and
science, Meloor

CHAPTER V

FINDINGS, SUGGESTIONS & CONCLUSION

5.1 FINDINGS
 50% of the Puma bags users come under the age category of 17-20.
 80% of the respondents are male.
 40% of respondents are satisfied with the price of Puma bags and 30% of
respondents are highly satisfied.
 40% of the respondents came to know about Puma bags from friends and 30% of
them from relatives.
 20% of respondents are satisfied and 50% of the respondents are highly satisfied
with the style of Puma bags.
 86% of respondents would prefer Puma over other brands.
 26% of respondents are satisfied and 36% of the respondents are highly satisfied
with the discounts provided.
 50% of the respondents say there needs to be an improvement in customer
service.
 60% of the respondents find the durability of bags as good.
 30% of respondents are dissatisfied and 16% of the respondents are highly
dissatisfied with the material of bags.
 50% of the respondents have been using Puma bags from 1 to 3 years.
 88% of the respondents find Puma bags comfortable to walk in.
 32% of the respondents selected Puma Bags due to its brand name.
 32% of respondents are satisfied and 28% of the respondents are highly satisfied
with the quality of bags.
 20% of respondents are satisfied and 24% of the respondents are highly satisfied
with the online marketing of Puma bags.
 50% of the respondents purchase bags once in a year.
 76% of the customer says Puma provide Waterproof bags.
 82% of the respondents find it easy to maintain Puma bags.
 20% of respondents are satisfied and 50% of the respondents are neutral with the
range of colors available in bags.
 52% of the respondents are highly satisfied with the shoulder strain reduction
capacity of Puma bags.

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A study on consumer satisfaction of Puma bags with reference to Nirmala college of arts and
science, Meloor

5.2 SUGGESTIONS
 Customer service provided should be improved.
 Material used should be improved.

5.3 CONCLUSION
Most of the Puma bag users are satisfied. Customers are satisfied with the discounts
provided, online marketing, style of bags, durability, price, comfort, quality, maintenance
and shoulder strain reduction capacity.

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A study on consumer satisfaction of Puma bags with reference to Nirmala college of arts and
science, Meloor

BIBLIOGRAPHY

WEBSITES

www.wikipedia.org

www.scribd.com

www.researchgate.net

www.academia.edu

BOOKS

A .Vinod “Marketing Management” 2nd edition, Publishers- Calicut

university

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