A

COMPREHANSIVE REPORT

ON

“A STUDY ON CUSTOMER SATISFACTION ON NIKE SHOES IN ANAND”

SUBMITTED TO

SARDAR PATEL UNIVERSITY

VALLABH VIDHYANAGAR

FOR THE FULFILLMENT OF THE DEGREE

BACHELOR OF BUSINSS ADMINISTRATION (GENREL)

SEMESTER-VI

REPORT GUIDE

MRS.PINAL K SUTHAR

SUBMITTED BY

ILMA IDHRISHBHAI VAHORA

T.Y.BBA (GENRAL)

SEMESTER VI

ROLL NO:-211

EXAM NO:-

SHRI D.N.INSTITUTE OF BUSINESS ADMINISTRATION

ANAND

2022

1
 PREFACE

The success of any re businesses are entirely depends on the survey done about the
particular product. This survey should be effective and it’s very important to do it
cautiously. The topic given me was “Customer Satisfaction survey on Nike shoes in India.”
I have tried my best efforts to complete this task on the basis of skill that I have achieved
during my studies in the institute.

Comprehensive project is the part of BBA (GEN) program. This exercise enables the
student to get practical exposure to realities of corporate world in action and practice. A get
knowledge comes from better boo education and a good experience. Thus we got a truly
rewarding chance to get the best fell and experience of the real world economic
environment in the best possible manner.

The intent of my works is to provide a survey on “customer satisfaction survey on Nike

shoes in India.” Due to the good guidelines and support of faculty member, I could produce
a useful survey from of organization. This survey covers 100 customers. Any successful
primary research requires good response.

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 ACKNOWLEDGEMENT

Guidance, cooperation and inspiration are the most important aspect in the accomplishment
of an assign task. I am the most indebted to those mentioned below for their morale and
active support.

This project report has made a very helpful environment for my progress. I am delighted to
say that highly qualified and experience executive of these company have introduced me
with deeper inside of administrative world. It is very pleasant on their part to be so
supportive to me.

No task can be achieve alone, particularly while attempting to finished a project of such
magnitude. It took many very special people to facilitate it and support it. Hence, I would
like to acknowledge all of their valuable support and convey our humble gratitude to them.

As a student of BBA in “Shri D.N.Institute of Business Administration” I would like to

thank to in charge principle Dr.Parimalsinh Chavda Sir and Head of the department
Mr.Nirav Mehta Sir other respected faculties for providing necessary guidance for making
efficient and perfect in field of management training and they providing valuable guidance
for completing this report.

I am grateful to my internal guide Mrs. Pinal Suthar mam who gave me all the guidance
required to carry on the project work without which it would not have been possible for me
to complete the project work. I am sincerely thankful to directly or indirectly all those
people who have worked for me to provide guidance to prepare project.

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CERTIFICATE

4
TABLE TO CONTENT

5
6
7
8
 CHAPTER:-1

INTRODUCTION AND IDENTIFICATION OF THE POBLEM

1. INTRODUCTION
2. MEANING OF CUSTOMER SATISFACTION
3. WHY CUSTOMER HAVE DISSATISFACTION WITH PRODUCT AND
SERVICES
4. NIKE WORLD
5. COMPANY PROFILE
6. NIKE MSSION AND VISION STATEMENT
7. GOLDEN KEYS (KEY PERSONES)
8. NIKE STORES IN INDIA
9. INTRODUCTION OF SPORTS AND FASHION INDSUTRY

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 CHAPTER-1

INTRODUCTION AND IDENTIFICATION OF THE PROBLEM

1.1 INTRODUCTION

Customer satisfaction, a business term is a measure of how products and services

supplied by a company meet or surpass customer expectation. It is seen as a key
performance indicator within business and is part of the four of balanced scorecard.

In a competitive marketplace where businesses compete for customer, customer

satisfaction is seen as a key differentiator and increasingly has become a key element
of business strategy.

Organization need to retain existing customers while targeting non-customers.

Measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.

Customer satisfaction is an 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 factors the customer,
such as other products against which the customer can compare the organization’s
products.

Customer satisfaction, a term frequently used in marketing, is a measure of how

products and services supplied by a company meet or surpass customer expectation.

Customer satisfaction is defined as “the number of customer, or percentage of total

customers, whose reported experience with a film; its products, or its services (rating)
exceeds specified satisfaction goals,” in a survey of nearly 200 senior marketing
managers, 71 percent responded that they found a customer satisfaction metric very
useful in managing and monitoring their businesses.

It is seen a key performance indicator within business and is often part of a balanced
scorecard. In a competitive marketplace where business compete for customers,
customer satisfaction is seen as key differentiator and increasingly has become a key
element of business strategy.

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What is Customer Satisfaction?

Business always starts and closes with customers and hence the customers must be
treated as the King of the market. All the business enhancements, profit, status, image
etc. of the organization depends on customers. Hence it is important for all the
organizations to meet all the customers’ expectations and identify that they are
satisfied customer. Customer satisfaction is the measure of how the needs and
responses are collaborated and delivered to excel customer expectation. It can only be
attained if the customer has an overall good relationship with the supplier. In today’s
competitive business marketplace, customer satisfaction is an important performance
exponent and basic differentiator of business strategies. Hence, the more is customer
satisfaction; more is the business and the bonding with customer. Customer
satisfaction is a part of customer’s experience that exposes a supplier’s behavior on
customer’s expectation. It also depends on how efficiently it is managed and
how promptly services are provided. This satisfaction could be related to various
business aspects like marketing, product manufacturing, engineering, quality of
products and services, responses customer’s problems and queries, completion of
project, post delivery services, complaint management etc.

Types of consumer satisfaction Customer satisfaction is key component of a good

business, and the only way to accurately gauge customer satisfaction is using some
type of customer satisfaction measurement, often survey. Surveys allow your business
to learn from hoe the actual customer is experiencing your business, rather than
simply relying on what your subjective eyes and cars tell you. Customer satisfaction
surveys come in several different shapes and styles, and most companies come up
with their own unique way of gauging satisfaction accurately. Satisfaction for an
insurance company, for example, may not be same as satisfaction at grocery store.
The type of business, client list, etc., all change satisfaction. Yet in general, most
surveys fall under two categories:

Direct Transaction Surveys This type of customer satisfaction survey is immediate,

and is designed to gauge how the customer viewed a very specific transaction –
namely, the transaction that (hopefully) immediately preceded filling out the survey.

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These surveys are not necessarily interested in your overall opinion of the company.
They are primarily concerned with your most recent transaction.

Overall Satisfaction Surveys Sometimes referred to as “relationship surveys,” these

surveys are designed to gauge how the customer feel about the company in general,
based on a combination of all of their experiences and any additional factors that may
affect that result.

Causes of consumer satisfaction or dissatisfaction of consumer are not easily assessed

by the manufacturer or service provider, because it is abstract and intangible. The
cause was very much. So it is very difficult to satisfy consumers. But it must still exist
efforts to achieve customer satisfaction. Following the identification of the casual
factors of customer satisfaction:

Hope Expectation are formed first before making a purchase. This component is a
sought after consumers about the benefits of your products or services in performing
their duties. These consumers form expectations based on the experience of the use of
such products or services, word of mouth communications, marketing activities of the
company.

1.2 MEANING OF CUSTOMER SATISFACTION

WHAT IS CUSTOMER SATISFACTION?

Customer satisfaction is defined as a measurement that determines how happy

customer are with a company’s products’ services, and capabilities. Customer
satisfaction information, including surveys and rating, can help a company determine
how to best improve or changes its products and services.

An organization’s main focus must be to satisfy its customers. This applies to

industrial firms, retail and wholesale businesses, nonprofit organization, and every
subgroup within an organization.

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 customer
complains

perceived customer
value loyalty

customer
satisfaction

perceived customer
quality expectation

customer
wants

Model of customer satisfaction

To say that customer satisfaction is important is an understatement. In 2023, it’s

necessity. According to Gartner, 81% of marketplace view customer satisfaction as
the main competition area in their industry.

In simple words, customer satisfaction is a measurement that determines how well a

company’s products or services meet customer expectation. It’s one of the most
important indicators of purchase intentions and customer loyalty. As such, it helps
predict business growth and revenue.

1.3 WHY CUSTOMER HAVE DISSATISFACTION WITH PRODUCTS AND

SERVICES

WHAT IS CUSTOMER DISSATICFACTION

Customer dissatisfaction is the antithesis of customer satisfaction. It happens when

customer expectations are not only not meant, but also when the company fails to do
anything about the complaint.

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a) Dissatisfaction with product quality
This pertains to such things as the materials used, whether seams and joints show,
whether parts fall off or threads are loose. If you sell an article of clothing online that
looks like silk and it turns out to be an inexpensive fabric, purchasers won’t be happy.
b) Dissatisfaction because of expectations
Customer expectations aren’t only informed by your marketing. They’re informed by
reviews of your product, previous experience with your company, and other industry
leaders. If company a can deliver my product in two hours, customers thin why will it
take you two weeks? You can help your case by clearly setting expectations-being
transparent about the specifics of your product or services (size, materials, and
performance), your pricing delivery, and other areas where customers might have
expectations that you want to meet.
c) Dissatisfaction with customer service
How simple was the transaction? Were customers able to ask questions before making
the purchase? How responsive and empathetic are customer service agents? How easy
are returns and refunds? Customer service is largely a function of human nature.
When people feel cared about, and not just as a source of money, they tend to be
happier. New tools have both increased companies’ ability to meet customers’ needs
and reduced some of the human touches that make a huge difference. It’s
complicated.

1.4 NIKE WORLD

NIKE IS AN AMERICAN MULTINATIONAL CORPORATAION

PRODUCTS: Athletic shoes, athletic apparel, sporting goods, accessories

FOUNDED: January 25, 1964; 58 years ago

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FOUNDERS: Bill Bowerman, Phil knight

INDUSTRY: Apparel; accessories; sports equipment

Nike, is an American multinational corporation that is engaged in the design,

development, manufacturing, and worldwide marketing and sales of footwear,
apparel, equipment, accessories, and services. The company is headquartered
near Beaverton, Oregon, in the Portland metropolitan area. It is the world's largest
supplier of athletic shoes and apparel and a major manufacturer of sports equipment,
with revenue in excess of US$37.4 billion in its fiscal year 2020 (ending May 31,
2020). As of 2020, it employed 76,700 people worldwide. In 2020, the brand alone
was valued in excess of $32 billion, making it the most valuable brand among sports
businesses. Previously, in 2017, the Nike brand was valued at $29.6 billion. Nike
ranked 89th in the 2018 Fortune 500 list of the largest United States corporations by
total revenue.

The company was founded on January 25, 1964, as “blue ribbon sports”, by Bill
bowerman and Phil knight, and officially became Nike, lnc, on May 30, 1971. The
company takes its name from Nike, the Greek goddess of victory. Nike marketplace
its products under its own brand, as well as Nike golf, Nike pro, Nike+, Air Jorden,
Nike Blazers, Air force 1, Nike Dunk, Air max, foamposite, Nike skateboarding, Nike
CR7,and subsidiaries including Jordan brand and converse. Nike also owned Bauer
Hockey from 1995 to 2008, and previously owned Cole Haan, Umbro, and Hurley
international. In addition to manufacturing sportswear and equipment, the company
operates retail stores under the Nike town name. Nike sponsors many high-profile
athletes and sports teams around the world, with the recognized trademarks of

“Just do it” and the swoosh logo.

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BILL BOWBOWERMAN (left) conversing with PHILL KNIGHT (second from left)
and two other members of the Oregon track team, 1958.

Headquarters

Nike World Headquarters in Beaverton, Oregon

Main article:  Nike World Headquarters

Nike's world headquarters are surrounded by the city of Beaverton but are
within unincorporated Washington County. The city attempted to forcibly annex
Nike's headquarters, which led to a lawsuit by Nike, and lobbying by the company
that ultimately ended in Oregon Senate Bill 887 of 2005. Under that bill's terms,
Beaverton is specifically barred from forcibly annexing the land that Nike
and Columbia Sportswear occupy in Washington County for 35 years, while Electro
Scientific Industries and Tektronix receive the same protection for 30 years. Nike is
planning to build a 3.2 million square foot expansion to its World Headquarters in
Beaverton. The design will target LEED Platinum certification and will be highlighted
by natural daylight, and a gray water treatment center.

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LOGO EVOLUTION

1964-71

1971-78

1978-95

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 1995- Present

1.5 COMPANY PROFILE

NIKE, Inc. (NIKE), incorporated in 1968, is engaged in design, development and

marketing of footwear, apparel, equipment and accessory products. NIKE is a seller
of athletic footwear and athletic apparel in the world. The Company sells its products
to retail accounts, through NIKE-owned retail stores, and Internet sales, and through a
mix of independent distributors and licensees, in over 170 countries around the world.
NIKE’s athletic footwear products are designed primarily for specific athletic use. It
also markets footwear designed for baseball, cheerleading, football, golf, lacrosse,
outdoor Activities, skateboarding, tennis, volleyball, walking, wrestling, and other
athletic and Recreational uses. The Company sells sports apparel and accessories, as
well as athletic bags and accessory items. It also markets apparel with licensed college
and professional team, and league logos. The Company sells a line of performance
equipment under the NIKE brand Name, including bags, socks, sport balls, eyewear,
timepieces, electronic devices, bats, gloves, protective equipment, golf clubs and
other equipment designed for sports activities. It also sells small amounts of various
plastic products to other manufacturers through its wholly owned subsidiary, NIKE
IHM, Inc. In addition to the products it sells directly to customers, it has entered into
license agreements that permit unaffiliated parties to manufacture and sell certain
apparel, Electronic devices and other equipment designed for sports activities. It’s
wholly owned subsidiary, Cole Haan (Cole Haan) designs and distributes dress and
casual footwear, apparel and accessories for men and women under the Cole Haan
trademark.

1.6 NIKE MISSION AND VISION STATEMENT

Nike vision is “To bring inspiration and innovation to every athlete in the world.”
While its mission statement is “do everything possible to expand human potential. We
do that by creating groundbreaking sports innovations, by making our products more

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 sustainably, by building a creative and diverse global team, and by making a positive
impact in communities where we live and work”.

Nike’s vision statement can be summarized as:

To bring inspiration and innovation to every athlete in the world. Therefore, there are
three elements to Nike’s vision and mission:

 Inspiration: as a consumer company Nike has learned how to leverage marketing to

generate and stimulate demand. This is at the core of the Nike business model.
Indeed, Nike spends billions of dollars each year to boost demand for its products.
 Innovation: Nike positions itself as an innovative company that is willing to innovate
its products over and over. This is another critical elements as innovation implies the
substitute of the old for the new. Thus it enhances its sales over time, this is part of
Nike flywheel.
 To every athlete: who’s an athlete for the company? According to Nike “if you

Have a body, you are an athlete.” This connects to the inspiration elements. Most
inspiration tone, and that is part of its demand generation strategy.

1.7 GOLDEN KEYS (KEY PERSONES)

Mark parker – Executive Chairman’s

John donahoe – President and CEO

1.8 NIKE STORES IN INDIA

Nike India Private Limited is non-government incorporated on 17 Aug, 2004. It’s

private unlisted company and is classified as company limited by shares. Company’s
authorized capital stands at Rs2250.0 lakhs and has 38.571426% paid-up capital
which is Rs867.86 lakhs.

 How many Nike stores are in India?

There are 133 Nike retail stores in India as of November 22, 2022. The state with the
most number of Nike locations in India is Maharashtra, with 19 retail stores, which is
about 14% of all Nike retail stores in India.

 Who owns Nike stores in India?

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 New Delhi- based RJ Corp operates around two dozen Nike outlets in east and south
India.

 Is Nike profitable in India?

The operating revenue of NIKE INDIA PRIVATE LIMITED is the range of Over
INR 500cr for the financial year ending on 31 march, 2021.

 Who is the CEO of Nike India?

Piyush koundal –CEO-Nike India

1.9 INTRODUCTION OF SPORTS AND FASHION INDSUTRY

Sportswear industry is a highly fragmented market, with loads of different brands

competing. Every company have to work hard to maintain their position in the
market, even big brands such as Nike or Adidas. Consumers are requesting more and
more every day, so retailers are in the obligation to innovate their products
continuously and produce new styles. As mentioned in the previous paragraph, the
global sportswear industry is highly competitive. Key players in this industry are,
among others, Reebok, Adidas, Puma and Nike. These key players are forced to apply
growth strategies to cover a larger market; such as partnerships, launch of products…
For instance, Adidas has signed a partnership agreement with Manchester United
Football Club to promote their products globally, which was a big help to strength the
company position in various countries. Over the last few years, people in developing
countries is getting more health conscious, they go the gym, practice sport often… all
that is translated in an increased of their physical activity what produces a growth in
the sports apparel industry. In this context, companies are innovating their products
(such as including lightweight products, breathable ones…) in order to satisfy the
increasing needs in the consumers. Women, in particular, are becoming a strong
consumer in the sportswear industry. For that reason, companies are producing
specific lines of products for women. Now, sport industry is encouraging
collaborations between sport brands and fashion industry in order to produce new
styles to cover the needs of the young and woman segment that are significantly
growing over the past years.

In the form of cooperative arrangements with retailers who inserted ads in local

newspapers. Nike is the world's #1 manufacturer and marketer of athletic

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footwear and apparel. Almost out of the blue, the company established itself as one of
the world's most familiar brands during the1980s and 1990s.and now 2000s. As
familiar as a Coke bottle or Big Mac, the Nike "swoosh" logo came to symbolize not
just sports culture, but street culture, as the appeal of the star players who endorsed
the brand was carried onto city streets. Nike is undisputed leader in sports-oriented
street wear. “Advertising Age estimated global measured advertising expenditure
of $308 million

In 2006, making Nike the world' advertisers. Nike has been using the same logo ever since
they established the famous swoosh. The swoosh logo is a graphic design created by
Caroline Davidson in 1971. It represents the wing of the Greek Goddess Nike.
Caroline Davidson was a student at Portland State University in advertising. She met
Phil Knight while he was teaching accounting classes and she started doing some
freelance work for his company. Phil Knight asked Caroline to design a logo that
could
be placed on the side of a shoe. She handed him the Swoosh, he handed her $35.00. In
spiring of 1972, the first shoe with the Nike swoosh was introduced (from Nike
Consumer Affairs packet, 1996). Not only does Nike have one of the famous logo,
Nike also has one of the most famous slogans around: “Just Do It!” According to
Nike company lore, it was coined at a 1988 meeting of Nike’s ad agency Wieden and
Kennedy and a group of Nike employees. Dan Weiden, speaking admiringly of Nike’s
can-do attitude, reportedly said, “You Nike guys, you just do it. Then the brilliant
slogan came
about. Nike continues to lure customers with a marketing strategy centering around a
brand image which is attained by the distinctive logo and advertising slogan. It is my
belief that Nike's power to sell comes from deep-rooted desire for cultural. In 1982,
Nike aired its first national television ads, created by newly formed ad
agencyWieden+Kennedy, during the New York Marathon. This would mark the beginning of
a remarkably successful partnership between Nike and W+K that remains intact
today. The Cannes Advertising Festival has named Nike its 'advertiser of the year ‘on
two separate occasions, the first and only company to receive that honor twice (1994,
2003).

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PLACE

Nike town at Oxford Street, London

Nike sells its product to more than 25,000 retailers in the U.S. (including Nike's owno
utlets and "Niketown" stores) and in approximately 160 countries in the world. The
company also has a program called NIKEiD at nikeid.com, which allows customers to
customize designs of some styles of Nike shoes and deliver them directly from
manufacturer to the consumer. Nike sells its products in international markets through
independent distributors, licensees, and subsidiaries.

BUSINESS SEGMENTS – NIKE

1. Footwear (52% of Revenue)

Nike specializes in athletic footwear, particularly in running, cross
training, basketball, and soccer, although Nike also sells sport-inspired casual
footwear like its Air Force Ones footwear line. Footwear sales increased 14% in 2008,
reaching about $9.7 billion, and accounted for 52%of Nike's 2008 revenue. Much of
the growth in footwear revenue is attributed to the 8% increase in footwear sales in
the EMEA region. Approximately 45% and 40% of the company's 2008footwear sales
occurred in the United States and EMEA regions, respectively.

2. Apparel (28% of Revenue) Nike sells sports apparel such as running shorts, t-shirts,
and licensed apparel (with logos of college and professional sports teams). Apparel
sales totaled $5.2 billion in 2008, a 14.4%increase from a year earlier. Nike attributes
much of this revenue growth to a 25% increase in sales in emerging markets like
Russia in the EMEA region as well as a currency-neutral 50%increase in revenues
from China. The EMEA region accounts the majority of Nike's apparel sales,
accounting for 40% the company's revenue earned from apparel.

3. Equipment (6% of Revenue) Nike also sells sports equipment such as balls,
protective equipment, and golf clubs. Sales of Nike branded equipment reached $1.07
billion in 2008, a 9.5% increase from 2007. This increase was driven primarily by an

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18% increase in equipment sales in the EMEA region, which accounted for 40% of
the company's equipment sales.

4. Other (14% of Revenue) Nike also sells apparel and footwear under the Nike
Golf, Cole Haan, Converse, Hurley International, and Umbro brand names. Nike
earned approximately 14% of its revenue, or $2.6 billion in 2008, from these
segments. This represents a 15% increase in sales from 2007, which can mainly be
attributed to significant growth in the Nike Golf and Converse segments.

BACKGROUND AIMS AND OBJECTIVES OF NIKE

1. Provide and environment which develops people to maximize their contribution to

Nike.

2. Identify focused consumer segment opportunities.

3. Provide quality and innovative services and products internally and externally. One

of the Nike’s objective statements is to be the world’s leading sports and fitness
Company.This statement describes the sports and fitness industry business it belongs t
o. However, it does not mention about what product and service they will provide. It
does not mention about distribution and customers also. It only can tell the public
about its management direction and its ambition of remaining the leading position in
sports and fitness industry.

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 CHAPTER: - 2

Literature Review
1. Meaning of literature review
2. Importance
3. Purpose of literature review
4. Authors

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 CHAPTER:-2

LITERATURE REVIEW

2.1 Meaning of Literature Review

A literature review is a comprehensive summary of previous research on a
topic. The literature review surveys scholarly articles, books, and other sources
relevant to a particular area of research. The review should enumerate, describe,
summarize, objectively evaluate and clarify this previous research.  It should give a
theoretical base for the research and help you (the author) determine the nature of
your research.  The literature review acknowledges the work of previous researchers,
and in so doing, assures the reader that your work has been well conceived.  It is
assumed that by mentioning a previous work in the field of study, that the author has
read, evaluated, and assimilated that work into the work at hand.

A literature review creates a "landscape" for the reader, giving her or him a full
understanding of the developments in the field.  This landscape informs the reader
that the author has indeed assimilated all (or the vast majority of) previous, significant
works in the field into her or his research

Literature, a body of written works. The name has traditionally been applied to those
imaginative works of poetry and prose distinguished by the intentions of their authors
and the perceived aesthetic excellence of their execution. Literature may be classified

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according to a variety of systems, including language, national origin, historical
period, genre, and subject matter.

For historical treatment of various literatures within geographical regions, see such

articles as African literature; African theatre; Oceanic literature; Western
literature; Central Asian arts; South Asian arts; and Southeast Asian arts. Some
literatures are treated separately by language, by nation, or by special subject
(e.g., Arabic literature, Celtic literature, Latin literature, French literature, Japanese
literature, and biblical literature).

Definitions of the word literature tend to be circular. The 11th edition of - Merriam

Webster’s Collegiate Dictionary considers literature to be “writings having excellence
of form or expression and expressing ideas of permanent or universal interest.” The
19th-century critic Walter Pater referred to “the matter of imaginative or artistic
literature” as a “transcript, not of mere fact, but of fact in its infinitely varied forms.”
But such definitions assume that the reader already knows what literature is. And
indeed its central meaning, at least, is clear enough. Deriving from the Latin litter, “a
letter of the alphabet,” literature is first and foremost humankind’s entire body of
writing; after that it is the body of writing belonging to a given language or people;
then it is individual pieces of writing. But already it is necessary to qualify these
statements. To use the word writing when describing literature is itself misleading, for
one may speak of “oral literature” or “the literature of preliterate peoples.” The art of
literature is not reducible to the words on the page; they are there solely because of
the craft of writing. As an art, literature might be described as the organization of
words to give pleasure. Yet through words literature elevates and transforms
experience beyond “mere” pleasure. Literature also functions more broadly in society
as a means of both criticizing and affirming cultural values.

2.2 Importance of Literature Review

1. Literature review helps establish a context for research

2. Literature review helps identify the theoretical framework
3. Literature Review Helps Assess the Quality of Previous Research
4. Literature review helps clarify research questions

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5. Literature Review Helps Comparing Different Studies
6. Literature Review Gives Context to the Research Study
7. Literature Review Helps To Identify Problems
8. Literature Review Provides a Map for Future Research
9. Literature Review Enables Researchers save Time
10. Literature Review Helps In Development of New Research Methods
11. Literature Review Helps in the Design of New Studies
12. Literature Review Help Evaluating the Outcomes of another Study
13. Literature Review Increases Understanding Of Cross-Sectional and Longitudinal
Studies
14. Literature Review Helps in Realizing Importance of Validity and Reliability
15. Literature Review Helps To Develop Understanding about a New Topic

2.3 PURPOSE OF LITERATURE REVIEW

The purpose of a literature review is to gain an understanding of the existing research

and debates relevant to a particular topic or area of study, and to present that
knowledge in the form of a written report. Conducting a literature review helps you
build your knowledge in your field. You’ll learn about important concepts, research
methods, and experimental techniques that are used in your field. You’ll also gain
insight into how researchers apply the concepts you’re learning in your unit to real
world problems. Another great benefit of literature reviews is that as you read, you’ll
get a better understanding of how research findings are presented and discussed in
your particular discipline. If you pay attention to what you read and try to achieve a
similar style, you’ll become more successful at writing for your discipline.

2.4 Listed, Authors give some literature review on Customer

satisfaction is as follow:

1. Wembo Cui (2011) consumer based brand equity in Chinese sports market. A study
of examine of practicality and application of a customer based equity model in the
Chinese sportswear market. This study collected data from consumers from Chinas 2

27
largest cities Beijing and shanghai. Based on Aakers concept of frame of brand equity
it studied causal relationship among the four dimensions of brand equity and overall
brand equity in sportswear industry weak support was fond of the perceived quality
and brand aware that the brand managers and marketing planners should considered
the relative importance of brand equity in their overall brand equity evaluation and
should concentrate their effort primarily on building brand loyalty and image. This
study basically provides important insight about understanding of Chinese consumer
perception of overall brand equity and its dimension.

2. Bethuel kinyanjuikinuthia (2009), customer satisfaction of purchased branded

shoes in Malaysia This study basically investigates on the relationship of brand equity
and customer satisfaction purchasing branded shoes in Malaysia. Customers are being
increasingly important in the lives of most of the business organizations as
competition increases hence many companies begin to recognize the importance of
retaining current customers and some have initiated various activities to create
customer loyalty. Customer was examined by a quantitative method of surveying by
questionnaire from 205 respondents. From this survey the relation between brand
equity, customer satisfaction and customer loyalty was established. It concluded that
customer satisfaction is the antecedent of customer loyalty, although influence of
brand equity was less significant the result still shows a positive score for brand
equity.

3. Preeti Mehra (2010) consumer satisfaction over purchase of branded shoes the
study offers and validates a comprehensive approach to explain factors influencing
the attitude of respondents towards various characteristics of branded sports shoes. In
order to attain this objectives a sample of 322 respondents belonging to three cities of
Punjab; Jalandhar, Amritsar and Ludhiana, was drawn, nonprobability convenient
sampling adopted for selecting the respondents. It was however, found that brand
loyal preferred buying shoes of their fancied companies whereas innovator’s preferred
shoes with the latest state of the art trends and technologies. Consumers desired sport
shoes to be colorful and stylish and happened to relate traits of shoes to their
personality.

4. Raj deep Singh (2016) study based on brand loyalty in footwear industry the
dynamic competitive environment has changed the way the businesses were run in the

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past. The increased awareness of the customers along with increase in the number of
options available to them as completely revolutionized the marketing task. In the
current scenario a great need is felt for long term relationships with the customers to
enjoy repeat sales. The business organizations these days are laying focus on
enhancing the brand loyalty among the consumers to reap the benefits of repeat sales.
The present study, therefor, is an endeavor to investigate the factors that affect brand
loyalty in the footwear industry. Simultaneously an attempt has been made to identify
the most sought after brand in the footwear industry. A sample of 100 respondents
was selected from the Ludhiana region. Statistical techniques of correlation and
multivariable regression were used. The result depicted that out of the total fourteen
identified factor had significant relationship with brand loyalty. Proper pricing
techniques and customer satisfaction were the dominant variables in affecting brand
loyalty a footwear brand.

5. Prof. Gill (2009) report based on branding strategy of Nike & Adidas Prof. Gill has
been stipulated in their project report that the branding strategies of NIKE and
ADIDAS focusing on products splitting by sport and training. While the later
focusing on football, running, training and the outdoors. The new perception 21 of
sportswear as leisure or everyday clothing is something for athletics supreme to
capitalize on much like lulu lemon and fable tics by actress kale Hudson. This new
field could lead to success. A 2009 study by cotton incorporated showed that 80
percent of people interviewed use sport clothes for everyday life and not just during
sport performance or undertaking physical activity. The literature show that consumer
have shifted towards the duality of athletic wear being for both physical activity and
even relaxing.

6. Prof. Gill (2009) report based on branding strategy of Nike & Adidas Prof. Smith
may have been observed that in relation to consumer and perception of sportswear, it
is important to understand the culture impact and personality of fashion globally.
Because fashion is representation of personality, style, preference when combined
with sportswear .it represent an active lifestyle and present the assumption that one is
concern with his or her physical well-being and striving for a better quality of life.
Consumer motivations for purchasing sportswear, especially for its versatile use of
being available to be worn casually and for athletic participation.

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7. Cyert (1956) customer buying behavior towards branded casual shoes. Cyert (1956)
may have been first to observe that a number of managers involved in buying process.
And the concept was labelled Buying behavior and popularized by Robin son.
Webster and wind famously identified five buying roles, they are 1. Users, 2.
Influencer, 3. Buyer, 4. Decider and 5. Gatekeeper. The product purchase decision is
not always done by the user. The buyer necessarily purchase the product marketers
must decide at whom to behavior, they are able to predict how customer are likely to
react various informational and environment cues and are able to shape their
marketing strategies accordingly (Kotler 1994)

8. Amit Jain (2012) market comparison on Nike and Adidas Amit Jain may has been
observe that satisfied customers are most likely to share their experiences with other
people to the order of perhaps five six people. Equally 23 well, dissatisfied customers
are more likely to tell another ten people of their unfortunate experience. Furthermore
they conclude that it is important to realize that many customers will not complain
and this will differ from one industry sector to another. Lastly, if people believe
dealing with customer satisfaction complaint is costly, they need to realize that it costs
a much as 25 percent more to recruit new customer.

9. Troy (2000) customer satisfaction based on product quality the study by Troy
stipulates the need for appropriate Footwear as they are more than just shoes.
According to the author shoes give identity and image and also the symbol of Shoes
Company increases the status of Shoes Company. The managers should realize that
their customers demand will continue to increase. So the symbols and brand logo of
Nike and Adidas attract consumers and increase their product sale by media, internet,
advertisement and all. Customers satisfaction needs are not meet by only brand name
but also buy quality of product. Also there are different type of shoes choices like in
sports shoes (gym shoes, jogging shoes or any other game shoes) etc.

10. Venkatesh and Menon (2010): in their study they analyzed the customer
satisfaction based on the customer response towards the apparels. From this study it
was inferred that the main underlying facts are sales support, purchase support,
financial support and cost of ownership.

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 CHAPTER:-3

RESEARCH METHODOLOGY

1. Introduction
2. Meaning and definition of research
3. Meaning of research methodology
4. Time of Period
5. Objectives of the study
6. Sample size
7. Sampling method
8. Methods of data collection
A) Primary data collection
B) Secondary data collection
9. Sources of data
10. Analysis of data
11. Limitation of the study

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 CHAPTER:-3

RESEARCH METHODOLOGY

3.1 INTRODUCTION:

Research is defined as the creation of new knowledge and/or the use of existing
knowledge in a new and creative way so as to generate new concepts, methodologies
and understandings. This could include synthesis and analysis of previous research to
the extent that it leads to new and creative outcomes.

Research is an activity that leads us to finding new facts, information, assisting us in

verifying the available knowledge and in making us question things that are difficult
to understand as per existing data. To be successful manager it is important for you to
know how to go about making the right decisions by being knowledgeable about the
various steps involved in finding solutions to problematic issues.

It may be understood in following terms also:

 Research is a continuous activity in majority of disciplines and professions.

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 It is helpful in critical assessment of the way we work, execute policies, and give
instructions in our professions.

 It is systematic observation of processes to find better ways to do things and to

reduce the effort being put in to achieve an objective and identifying the validity of
the targets.  In fact research is a subconscious activity that we are involved in at all
times whether it is purchase of daily use articles , a car, an electronic good or planning
a holiday.

3.2 MEANING OF RESEARCH:

Research is a process to discover new knowledge to find answers to a question. The

word research has two parts re (again) and search (find) which denote that we are
taking up an activity to look into an aspect once again or we want to look for some
new information about something. E.g. Front Office Executive has to learn about the
facilities, timings, key features of products and services available at the hotel if one
wants to become a wonderful sales professional other than being a host. "All progress
is born of inquiry. Doubt is often better than overconfidence, for it leads to inquiry,
and inquiry leads to invention" is a famous Hudson Maxim in context of which the
significance of research can well be understood. Clifford Woody states that research
comprises defining and redefining problems, formulation of hypothesis; collection,
organizing and evaluation of data; and reaching conclusions.

Here it is emphasized that all research has to be systematic and logical to arrive at
expected outcome. D. Slesinger and M. Stephenson in the Encyclopedia of Social
Sciences Research define research as "The manipulation of things, concepts or
symbols for the purpose of generalizing to extend, correct or verify knowledge,
whether that knowledge aids in construction of theory or in the practice of an art."
The authors have a different view of research as they suggest that it can be taken up
by modifying, challenging and changing; available knowledge either to prove a
process being appropriate or to develop it in entirety.

Research methodology is a way to systematically solve the research problem. It may
be understood as a science of studying how research is done scientifically. In it we
study the various steps that are generally adopted by a researcher in studying his
research problem along with the logic behind them.

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3.3 MEANING OF RESEARCH METHODOLOGY:

Your research methodology discusses and explains the data collection and analysis

methods you used in your research. A key part of your thesis, dissertation, or research
paper, the methodology chapter explains what you did and how you did it, allowing
readers to evaluate the reliability and validity of your research and your dissertation
topic.

It should include:

 The type of research you conducted

 How you collected and analyzed your data
 Any tools or materials you used in the research
 How you mitigated or avoided research biases
 Why you chose these methods

Research methodology simply refers to the practical “how” of any given piece of
research. More specifically, it’s about how a researcher systematically designs a
study to ensure valid and reliable results that address the research aims and objectives.

For example, how did the researcher go about deciding? 

 What data to collect (and what data to ignore)

 Who to collect it from (in research, this is called “sampling design”)
 How to collect it (this is called “data collection methods”)
 How to analyses it (this is called “data analysis methods”) 
In a dissertation, thesis, academic journal article (or pretty much any formal piece of
research), you’ll find a research methodology chapter (or section) which covers the
aspects mentioned above. Importantly, a good methodology chapter in a dissertation
or thesis explains not just what methodological choices were made, but also
explains why they were made.
In other words, the methodology chapter should justify the design choices, by
showing that the chosen methods and techniques are the best fit for the research aims
and objectives, and will provide valid and reliable results. A good research
methodology provides scientifically sound findings, whereas a poor methodology
doesn’t.

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3.4 TIME OF PERIOD:

The period of data collection is December 1 st week to January 2nd week in the year
2022.

3.5 OBJECTIVE OF THE STUDY:

3.6 SAMPLE SIZE:

For the present study 100 respondents are selected to make the study meaningful and
relevant.

3.7 SAMPLING METHOD:

For the present study convenient sampling methods has been used by researcher

3.8 METHOD OF DATA COLLECTION:

Primary & secondary sources

3.8.1 Primary data collection:

Primary data collection is the process of gathering data through surveys, interviews,
or experiments. A typical example of primary data is household surveys.

For the present study researcher has collected primary data thought structure
questionnaires.

3.8.2 Secondary data collection:

Secondary data is data collected by someone other than the actual user. It means that
the information is already available, and someone analyses it. The secondary data
includes magazines, newspapers, books, journals, etc. It may be either published data
or unpublished data.

For the present study is based researcher has collected secondary data from various
sources like book, websites etc.

3.9 Sources of data:

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The study is based on primary data the data collected through questionnaires.

3.10 Analysis of date:

This collected data have suitable been collected classified in the form if table, graphs,
and charts are used to analyses data.

3.11 Limitations of the study:

 Most of the persons who were questioned felt disturbed while responding during
their work hours; hence they made it point to finish off answering the
questionnaire as soon as possible.
 Most of the interviewed persons were reluctant to give information.
 As the researcher was confined to only Anand
 There was a time constraint in the study
 Limited information on the internet about the company profiles of both the brands.

CHAPTER:-4

DATA ANALYSIS AND INTERPRETATION

4.1 WHAT IS DATA ANALYSIS

4.2 WHAT IS INTERPRETATION

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