A MINORPROJECT REORT ON

“CONSUMER SATISFACTION OF NIKE”

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF

THE DEGREE

BACHELOR OF BUSINESS ADMINISTRATION (BBA)

BBA –II SEMESTER (Evening)

Batch 2021-2024

Submitted To: Submitted By:-

Ms. Surbhi Ahuja

Assistant Professor Sanya Aggarwal

125211401889

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 ACKNOWLEDGEMENT
Any accomplishment requires the effort of many people and this work is no different. Racing
against time and fast approaching deadlines, the fact that I was able to complete this project on
time would not have been possible without the help and support of many people. I thank all of
them whose patience and support was very instrumental.

I also thank them for making me learn the ethics and culture of corporate world. The kind of
value addition that I have done to my existing knowledge base is exceptional and I will cherish
all these moments throughout my life. . I am highly indebted and extremely thankful to Ms.
Surbhi Ahuja, JIMS Kalkaji who as my guide was a constant source of inspiration and
encouragement to me. The strong interest evinced by her has helped me in dealing with the
problems I faced during project work. I express my profound sense of gratitude for timely help
and co-operation in completing the project. Lastly, I would like to thank my entire beloved
family & friends for providing me monetary as well as non – monetary support, as and when
required without which this project would not have completed on time. Their trust and patience
are now coming out in form of this thesis.

Student Name:
SANYA AGGARWAL
Date:

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 CERTIFICATE OF COMPLETION

This is to certify that the study conducted by Sanya Aggarwal entitled: “customer satisfaction of Nike” being
submitted in the partial fulfilment of the degree of BBA, GURU GOBIND SINGH INDRAPRASTHA
UNIVERSITY, is faithful record of the bonafide research work carried out by her under my supervision and
guidance. This minor project report is her original work and has not been submitted to this or any other
university/institution for the award of any other degree or diploma.

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 STUDENT UNDERTAKING

I, SANYA AGGARWAL, a student of commerce from JIMS, Kalkaji hereby

Declare that I have completed MINOR PROJECT REPORT on “Customer satisfaction on brand
Nike “as part of course requirement.

I further declare that the information in this project is true and original

To the best of my knowledge.

SANYA AGGARWAL

125211401889

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 INDEX

S. NO CONTENT PG. NO

1
ACKNOWLEDGEMENT 2

2 CERTIFICATE OF COMPLETION
3
3 STUDENT UNDERTAKING
4

4 EXECUTIVE SUMMARY 8

5 CHAPTER-1: INTRODUCTION 9-28

1.1) ABOUT THE TOPIC
1.2) COMPANY’S PROFILE
1.3) COMPETITORS OF NIKE
1.4) SWOT ANALYSIS

6 CHAPTER-2: LITERATURE REVIEW 29-33

7 CHAPTER-3: RESEARCH METHODOLOGY 34-39

3.1) SIGNIFICANCE
3.2) OBJECTIVES OF STUDY
3.3) SCOPE OF STUDY
3.4) DATA COLLECTION
3.5) RESEARCH DESIGN
3.6) SAMPLING DESIGN
8 CHAPTER-4: DATA ANALYSIS AND 40-50
INTERPRETATION
4.1) GRAPHICAL ANALYSIS

9 CHAPTER-5: LIMITATIONS 52
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 10 CHAPTER-6:FINDINGS AND SUGGESTIONS 53-55

11 CHAPTER-7:CONCLUSION 56-58

12 BIBLIOGRAPHY 60

13 ANNEXURE 61-64

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 EXECUTIVE SUMMARY

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 EXECUTIVE SUMMARY
Sports lifestyle is a relatively new and rapidly growing industry in India. This project studies how NIKE fairs in
this race to become India’s leading sports lifestyle brand. The objectives of the study are to study Nike’s share
in the World and Indian market, analyse consumer preferences regarding Nike products, and study the
innovative Marketing strategies of the company and doing a SWOT analysis to understand the strengths and
weaknesses of the company. The study shows the analysis of these objectives which display current market
position of Nike as a leading brand in the fashion and fitness industry.

The SWOT analysis went well as it was successful enough to find the strengths and weaknesses of the company
and also finding the threats that the company has presently weather be from competitors, market or consumers
or products. Well, enough opportunities could also be found out during this project that the company can work
on and increase their market share in the market.

This project will tell you about the different factors that affect the marketing of Nike such as political,
environmental, social, technical, economical and legal and also about the brand image and why people are so
attracted towards this brand.

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 CHAPTER-1
INTRODUCTION

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 1. ABOUT THE TOPIC

1.1. CUSTOMER STATISFACTION

Customer satisfaction is defined as a measurement that determines how happy customers are with a company’s
products, services, and capabilities. Customer satisfaction information, including surveys and ratings, 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, government bodies, service companies, non-profit organizations, and every subgroup
within an organization.

Customer satisfaction takes into account various facets of the customer experience, such as:

 The availability of your products

 The purchasing process

 The steps after purchase

 The responsiveness of your team when resolving issues

1.2. CUSTOMERS
Customers include anyone the organization supplies with products or services.

1.3. WHAT DOES IT TAKE TO SATISFY THEM?

Organizations should not assume they know what the customer wants. Instead, it is important to understand
the voice of the customer, using tools such as customer surveys, focus groups, and polling. Using these tools,
organizations can gain detailed insights as to what their customers want and better tailor their services or
products to meet or exceed customer expectations.

1.4. IMPORTANCE OF CUSTOMER SATISFACTION IN SERVICE

If you don't measure customer satisfaction, you can't identify unsatisfied customers that could churn or leave
you negative customer reviews.

1. Customer satisfaction helps you understand where you excel.

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By tracking and measuring customer satisfaction, you can understand what your business does
well, and thus continue doing it. But you can’t find out unless you carry out customer satisfaction
surveys.
Growing companies prioritize customer success, and an essential way to identify satisfied
customers is through customer feedback.
2. Customer satisfaction helps you understand where you can improve.

The gaps in customer satisfaction can help you find out where you can improve in your customer service
strategy.

If you don’t understand why your customers are unhappy, you can’t make changes to your product or services
that make them happy and align with the experiences they desire.

3. Customer satisfaction leads to higher customer loyalty and advocacy.

If your business has positive customer satisfaction, then you have customers who are loyal to your brand. These
customers will refer new leads to your company and generate more testimonials for your marketing team. You
can create customer advocacy programs for these users and encourage them to advertise on your business’s
behalf.
4. Customer satisfaction increases customer retention and reduces churn.

It should be no surprise that the happier your customers are, the better your customer retention will be. After all,
happy customers won't have much reason to turn to competitors, so long as you keep them satisfied. On the
other hand, unhappy customers will have plenty of reasons to churn, and it'll be up to your team to convince
them otherwise.

5. Customer satisfaction leads to a longer customer lifetime value.

Customer lifetime value (CLTV) refers to the expected profit you can make from a single customer for as long
as they stay with your business.

If a customer is unhappy with your products and services, they’ll likely never return to your business after that
initial purchase. That customer’s lifetime value is low, so you’d miss potential revenue opportunities.

1.5. CUSTOMER SATISFACTION IS ESSENTAIL FOR BUSINESS

Your customers are the most important part of your business. They’re not only a source of revenue potential, but
they can spread positive word-of-mouth and influence others to try your products and services. By keeping
customer satisfaction high, you decrease customer churn, increase customer lifetime value, and ensure your
customers remain with your business for years and decades to come.
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 1.6. CUSTOMER STATISFACTION MODEL

The Customer Satisfaction Model is a set of causal equations that link perceived quality, perceived value and
customer expectations to customer satisfaction. The customer satisfaction model is linked, in turn, to its
consequences in terms of customer complaints and customer loyalty.

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 1.7. CUSTOMER SATISFACTION OF NIKE

Like most leaders in the market, Nike values the consumer and the importance of providing a
quality product. Nike quality and durability is a critical part of their strategy to be able to command
high prices for their products. Their brand is associated with providing top-notch product for
athletes that help them perform better. One article notes how Nike has been consistent in their
10
message to consumers that they stress the importance of their needs and preferences. The
message to consumers is that Nike wants to make your life better at something you are passionate
about (whether that is basketball, running, jogging, etc) and to improve your overall health.By
offering more products to more people, in more markets than any other sports company, they are
able to capture a far greater market share of the market than any other company.

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 2. PROFILE OF THE COMPANY

NIKE

Nike, Inc. (logo)

2.1. NIKE'S BUSINESS

 Nike was involved in the design, development and worldwide marketing of high quality footwear,
apparel, equipment, and accessory products. The largest seller of athletic footwear and athletic apparel in
the world, Nike offered its products through approximately 18,000 retailers in the US and various
independent distributors, licensees and subsidiaries in nearly 200 countries around the world.
Independent contractors manufactured most of Nike's products. Footwear products were mostly
produced outside the US, while apparel and equipment were made both in the US and abroad.

 Nike's athletic footwear products were worn for both casual or leisure purposes. Running, basketball,
children's, cross-training and women's shoes were Nike ‘stop-selling product categories.

 Nike also offered

shoes designed for outdoor activities like tennis, golf, soccer, baseball, football, bicycling, volleyball, wr
estling, aquatic activities, hiking, and andother athletic and recreational uses. Nike sold sports apparel,
athletically inspired lifestyle apparel, as well as athletic bags and accessory items.

 Nike often marketed footwear, apparel and accessories in "collections" of similar design or for specific
purposes.

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  Nike also marketed apparel with licensed college and professional team andleague logos. Nike sold
sports balls, timepieces, eyewear, skates, bats, and gloves, equipment designed for sports activities,
swimwear, cycling apparel, maternity exercise wear, children's clothing, school supplies, timepieces, and
electronic media devices.

 Nike also sold various plastic products to other manufacturers through its wholly owned subsidiary,
NIKE IHM, Inc. and plastic injected and metal products toothier manufacturers through its wholly-
owned subsidiary, BAUER Italia S p A.

 Nike sold a line of dress and casual footwear, apparel and accessories for men and women under the
brand names Cole Han®, CH, Gseries by, Cole Han, and Bragano through its wholly-owned subsidiary,
Cole Han Holdings. Nike’s wholly-owned subsidiary, Bauer NIKE Hockey Inc., offered ice skates,
skate blades, in-line roller skates, protective gear, hockey sticks, and hockey jerseys, licensed apparel
and accessories under the Bauer® and NIKE® brand names. Bauer also offered various products for
street and roller hockey. Another wholly-owned subsidiary Hurley International offered a line of action
sports apparel (for surfing, skateboarding, and snowboarding) and youth lifestyle apparel and footwear
under the Hurley brand name.

2.2. History

Nike, originally known as Blue Ribbon Sports (BRS), was founded byUniversity of Oregon track
athlete Phi land his coach, Bill on January 25, 1964. The company initially operated
inEugene(city of Oregon), Oregon as a distributor for Japanese shoe makerOnitsuka Tiger,
making most sales at track meets out of Knight's automobile.

According toOtis Davis, a University of Oregon student-athlete coached by Bowerman and

Olympic gold medallist at the1960 Summer Olympics, his coach made the first pair of Nike
shoes for him, contradicting a claim that they were made for Phil Knight.

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In its first year in business, BRS sold 1,300 pairs of Japanese running
shoes grossing $8,000. By 1965, sales had reached $20,000. In 1966,
BRS opened its first retail store at 3107 Pico Boulevard inSanta
Monica, California. In 1967, due to increasing sales, BRS expanded
retail and distribution operations on the East Coast, inWellesley,
Massachusetts.

By 1971, the relationship between BRS and Onitsuka Tiger

came to an end. BRS prepared to launch its own line of footwear,
which was rebranded as Nike, and would bear theSwooshnewly
designed byCarolyn Davidson. The Swoosh was first used by
Nike on June 18, 1971, and was registered with theU.S. Patent and Trademark Officeon January
22, 1974.

In 1976, the company hired John Brown and

Partners, based in Seattle, as its firstadvertising agency. The
following year, the agency created the first "brand ad" for
Nike, called "There is no finish line", in which no Nike
product was shown. By
1980, Nike had attained a 50% market share in the U.S. athletic shoe market, and the
companywent publicin December of that year.

Wieden+Kennedy, Nike's primary ad agency, has worked with Nike to create many print and
television advertisements, and Wieden+Kennedy remains Nike's primary ad agency. It was
agency co-founderDan Wiedenwho coined the now-famous slogan "Just Do It" for a 1988 Nike
ad campaign, which was chosen by Advertising Ageas one of the top five ad slogans of the 20th
century and enshrined in theSmithsonian Institution.Walt Stackwas featured in Nike's first "Just
Do It" advertisement, which debuted on July 1, 1988. Wieden credits the inspiration for the
slogan to "Let's do it", the last words spoken byGary Gilmorebefore he was executed.

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 Throughout the 1980s, Nike expanded its product line to
encompass many sports and regions throughout the world. In
1990, Nike moved into its eightbuildingWorld
Headquarterscampus in Beaverton,
Oregon. The first Nike retail store, dubbed Nike town,
Opened in Portland in November of that year.

Phil Knight announced in mid-2015 that he would step down as chairman of Nike in 2016. He
officially stepped down from all duties with the company on June 30, 2016.

In a company public announcement on March 15, 2018, Nike CEOMark Parkersaid Trevor
Edwards, a top Nike executive who was seen as a potential successor to the chief executive, was
relinquishing his position as Nike's brand president and would retire in August.

In October 2019,John Donahoewas announced as the next CEO, and succeeded Parker on
January 13, 2020. In November 2019, the company stopped selling directly through Amazon
focusing more on direct relationships with customers.

On June 24, 2021, during an earnings with investors, CEO John Donahoe stated that "Nike is a
brand that is of China and for China", in response to a question about competing against Chinese
brands.

2.3. Mission

Our mission is what drives us to do everything possible to expand human potential. We do that
by creating groundbreaking sport innovations, by making our products more sustainably, by
building a creative and diverse global team and by making a positive impact in communities
where we live and work.

Based in Beaverton, Oregon, NIKE, Inc. includes the Nike, Converse, and Jordan brands.

2.4. Acquisitions

Nike has acquired and sold several apparel and footwear

companies over the course of its history. Its first acquisition was
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the upscale footwear companyCole Haanin 1988, followed by the purchase ofBauer Hockeyin
1994. In 2002, Nike bought surf apparel companyHurley Internationalfrom founderBob Hurley.
In 2003, Nike paid US$309 million to acquire sneaker companyConverse. The company
acquiredStarterin 2004 and soccer uniform makerUmbroin 2007.

In order to refocus its business lines, Nike began divesting itself of some
of its subsidiaries in the 2000s. It sold Starter in 2007 and Bauer Hockey
in 2008. The company sold Umbro in 2012 and Cole Haan in 2013. As
of 2020, Nike owns only one subsidiary:Converse Inc.

In February 2021, Nike acquired Datalogue, a New York based

company focused on digital sales and machine learning technology.

2.5. PRODUCTS

2.5.1. Sports apparel

Nike produces a wide range of sports equipment and apparel.
Their first products were track running shoes.Nike Air Maxis a
line of shoes first released by Nike, Inc. in 1987. Additional
product lines were introduced later, such as Air Huarache, which
debuted in
1992. The most recent additions to their line are the Nike
6.0, Nike NYX, andNike SBshoes, designed forskateboarding. Nike has recently
introduced cricket shoes called Air Zoom Yorker, designed to be 30% lighter than their
competitors'. In 2008, Nike introduced the Air Jordan XX3, a high-performance basketball shoe
designed with the environment in mind.

Nike's range of products

include shoes, jerseys,
shorts,cleats,baselayers, etc. for
sports activities such as
association football, basketball,
track and field,combat sports,
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 tennis,American football, athletics, golf,ice hockey,
andcross trainingfor men, women, and children. Nike also sells
shoes for activities such asskateboarding, baseball, cycling,
volleyball,wrestling,cheerleading,lacrosse,cricket, aquatic
activities, auto racing, and other athletic and recreational uses.
Nike recently teamed up
withApple Inc.to produce theNike+product that monitors a runner's performance via a radio
device in the shoe that links to theiPod nano. While the product generates useful statistics, it has
been criticized by researchers who were able to identify users'RFIDdevices from 60 feet (18 m)
away using small, concealable intelligencemotesin awireless sensor network.

In 2004, Nike launched theSPARQ Training

Program/Division. Some of Nike's newest shoes
containFlywireand Lunarlite Foam to reduce weight.
The Air Zoom Vomero running shoe, introduced in
2006 and currently in its 11th generation, featured a
combination of groundbreaking innovations including
a fulllength air cushioned sole, an external heel
counter, a crashpad in the heel for shock absorption,
and Fit Frame technology for a stable fit.

2.5.2. Nike Vaporfly

The Nike Vaporfly first came out in 2017 and their popularity, along with
its performance, prompted a new series of running shoes. The Vaporfly
series has a new technological composition that has revolutionized long-
distance running since studies have shown that these shoes can improve
run times up to 4.2%. The composition of the sole contains a foamy
material, Pebax, that Nike has altered and now calls it ZoomX (which can
be found in
other Nike products as well). Pebax foam can also be found in airplane insulation and is
"squishier, bouncier, and lighter" than foams in typical running shoes. In the middle of the
ZoomX foam there is a full-length carbon fiber plate "designed to generate extra spring in every

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step". At the time of this writing Nike had just released its newest product from the Vaporfly
line, the Nike ZoomX Vaporfly NEXT%, which was marketed as "the fastest shoe we’ve ever
made" using Nike's "two most innovative technologies, Nike ZoomX foam and VaporWeave
material".

2.5.3. Street fashions

The Nike brand, with its distinct V-shaped logo, quickly became
regarded as a status symbol in modern urban fashion an dhip-fashion
due to its association with success in sport. Beginning in the 1980s,
various items of Nike clothing became staples of mainstream
Americanyouth fashion, especially tracksuits,shell suits,baseball
caps,Air Jordans, Air Force 1's, andAir Maxrunning shoes with thick,
air cushioned rubber soles and contrasting blue, yellow, green, white, or red trim. Limited edition
sneakers and prototypes with a regional early release were known asQuickstrikes, and became
highly desirable items for teenage members of thesneakerhead subculture.

By the 1990s and2000s, American and European teenagers associated with thepreppyorpopular
cliquebegan combining these sneakers,leggings, sweatpants, crop, and tracksuits with regular
casual street clothes such as jeans, skirts, warmers, slouch and bomber Particularly popular were
the unisex spandex Nike Tempo compression worn for cycling and running, which had a mesh
lining, waterproofing, and, later in the 2000s, a zip pocket for aWalkmanorMP3 player.

In March 2017, Nike announced its launch of a plus-size clothing line, which will feature new
sizes 1X through 3X on more than 200 products. Another significant development at this time
was the Chuck-Star Modern, an update of the classic basketball sneaker that incorporated the
circular knit upper and cushioned foam sole of Nike's Air Jordans.

2.6. HEADQUATERS
Nike's world headquarters are surrounded by the city of Beaverton but are
withinunincorporatedWashington County. The city attempted to forcibly annex Nike's
headquarters, which led to a lawsuit by Nike, andlobbyingby 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 andColumbia Sportswearoccupy in Washington County for
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35 years, whileElectro Scientific IndustriesandTektronixreceive 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.

(Nike World Headquartersnear Beaverton, Oregon)

2.7. ENVIRONMENTAL RECORDS

In 2007,New England-based environmental organization Clean Air-Cool Planet ranked Nike
among the top three companies (out of 56) in a survey of climate friendly companies.

2.7.1. Recycling
Nike has also been praised for itsNike Grindprogram, which closes theproduct lifecycle, by
groups such asClimate Counts.

Since 1993, Nike has worked on its Reuse-A-Shoe program. This program is Nike's longest-
running program that benefits both the environment and the community by collecting old athletic
shoes of any type in order to process and recycle them. The material that is produced is then used
to help create sports surfaces such as basketball courts, running tracks, and playgrounds.

A campaign that Nike began for Earth Day 2008 was a commercial that featured basketball
starSteve Nashwearing Nike's Trash Talk Shoe, which had been constructed in February 2008
from pieces of leather and synthetic leather waste from factory floors. The Trash Talk Shoe also
featured a sole composed of ground-up rubber from a shoe recycling program. Nike claims this is

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the first performance basketball shoe that has been created from manufacturing waste, but it only
produced 5,000 pairs for sale.

2.7.2. Sulfur hexafluoride

Sulfur hexafluorideis an extremely potent and persistent greenhouse gas that was used to fill the
cushion bags in all "Air"-branded shoes from 1992 to 2006. 277 tons was used during the peak in
1997.

2.7.3. Toxic chemicals

In 2008 a project through theUniversity of North Carolina at Chapel Hillfound workers were
exposed to toxicisocyanatesand other chemicals in footwear factories inThailand. In addition to
inhalation, dermal exposure was the biggest problem found. This could result in allergic reactions
including asthmatic reactions.

2.7.4. Water pollution

In July 2011, environmental groupGreenpeacepublished a report regardingwater
pollutionimpacting theYangtze Riveremitted from a major textile factory operated by Nike
supplierYoungor Group. Following the report, Nike, as well asAdidas,Puma, and a number of
other brands included in the report announced an agreement to stop discharging hazardous
chemicals by 2020. However, in July 2016 Greenpeace released a follow-up report which found
that Nike "does not take individual responsibility" for eliminating hazardous chemicals, stating
that Nike had not made an explicit commitment to riding itself ofperfluorinated compounds, and
that "Nike does not ensure its suppliers report their hazardous chemical discharge data and has
not made a commitment to do so".

2.7.5. Carbon footprint

Nike reported TotalCO2e emissions(Direct + Indirect) for the twelve months ending 30 June
2020 at 317 Kt (+12/+4% y-o-y). and plans to reduce emissions 65% by 2030 from a 2015

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base year.[146]Thisscience-based targetis aligned withParis Agreementto limit global warming to
1.5°C above pre-industrial levels.

2.8. MARKETING STRATEGIES

Nike's marketing strategy is an important component of the company's success. Nike is positioned as a premium
-brand, selling well-designed and expensive products. Nike lurescustomers with a marketing strategy centering
on a brand image which is attained by distinctivelogo and the advertising slogan:
"Just do it" Nike promotes its products by sponsorship agreements with celebrity athletes,
Professional teams and college athletic teams.

2.8.1. Advertising
In 1982, Nike aired its first three national television ads, created by newly formed ad
agencyWieden+Kennedy(W+K), during the broadcast of theNew York Marathon. The Cannes
Advertising Festival has named Nike its Advertiser of the Year in 1994 and 2003, making it the
first company to receive that honor twice.

Nike also has earned theEmmy Awardfor best commercial in 2000 and 2002. The first was for
"The Morning After," a satirical look at what a runner might face on the morning of January 1,
2000, if every dire prediction about theY2K problemcame to fruition. The second was for a 2002
spot called "Move," which featured a series of famous and everyday athletes in a variety of
athletic pursuits.

2.8.2. Beatles song

Nike was criticized for its use of theBeatlessong "Revolution" in a 1987 commercial against the
wishes ofApple Records, the Beatles' recording company. Nike paid US$250,000 toCapitol
RecordsInc., which held the North American
licensing rights to the recordings, for the right to use the Beatles' rendition for a year.

That same year, Apple Records sued Nike Inc., Capitol Records Inc.,EMI RecordsInc. and
Wieden+Kennedy for $15 million. Capitol-EMI countered by saying the lawsuit was

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"groundless" because Capitol had licensed the use of "Revolution" with the "active support and
encouragement ofYoko Ono, a shareholder and director of Apple Records."

Nike discontinued airing ads featuring "Revolution" in March 1988. Yoko Ono later gave
permission to Nike to useJohn Lennon's "Instant Karma" in another advertisement.

2.8.3. New media marketing

Nike was an early adopter of internet marketing ,management technologies, and using broadcast
and narrow cast communication technologies to create multimedia marketing campaigns.

2.8.4. Minor Threat advertisement

In late June 2005, Nike received criticism from Ian MacKaye, owner of Dischord Records,
guitarist/vocalist for Fugaziand The Evens, and front man of the defunct punk band Minor
Threat, for appropriating imagery and text from Minor Threat's1981 self-titled album's cover art
in a flyer promoting Nike Skateboarding's 2005 East Coast demo tour.

On June 27, Nike Skateboarding's website issued an apology to Dischord, Minor Threat, and fans
of both and announced that they have tried to remove and dispose of all flyers. They stated that
the people who designed it were skateboarders and Minor Threat fans themselves who created
the advertisement out of respect and appreciation for the band. The dispute was eventually settled
out of court between Nike and Minor Threat.

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 3. COMPETITORS OF NIKE

I have tried to provide a complete list of Nike competitors.

1. Adidas
Adidas formerly known as Dassler Brother Shoes is the designer, manufacturer and marketer of shoes, clothing
and accessories. In 2005, Adidas acquired Reebok for $3.8 billion. After takeover both the companies Reebok
and Adidas have strong position to compete with Nike in North America. Adidas group consist three
subsidiaries i.e. Reebok, Runtastic and TaylorMade. According to this, Adidas is the strong competitor of Nike
and the second largest shoemaker in the world. Adidas brand valuation is $14.3 billion and revenue amounted
for 21.218 billion (Euro).

2. Reebok
Reebok is another competitor of Nike Inc. Reebok is a footwear and apparel company that designs,
manufactures and distributes CrossFit, fitness, running footwear and clothing. Reebok is a subsidiary of German
company Adidas Group. Reebok manufactures variety of assortment but according to Reebok, customer top
rated product is Reebok CrosFit Nano 8. The company considers itself distinctive and authentic with is
consumers. Reebok revenue is amounted for $2 billion in 2017.

3. Puma
Puma is a German multinational brand that designs and manufactures variety of athletic and casual footwear,
apparels and accessories. The company offers many sports-inspired products like training and fitness, golf,
basketball, football and motorsports. Interestingly both the founders of Adidas and Puma were brother and
founders of Dassler Brothers Shoes. In 1948, they were agreed to split the company and founded two companies
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Adidas and Puma. Annual revenue of Puma is amounted $5.5 billion. Puma is considered as Nike competitor in
sport footwear and apparels.

4. Under Armour
Under Armour is founded in 1996 by Kevin Plank headquartered in Baltimore, Maryland, United States. It
manufactures casual and sports footwear and apparels. The company is engaged in development, distribution
and marketing its product lines worldwide. Under Armour products are used by all levels of college and
professional players as well as general consumers who love active lifestyle. The company is a major competitor
of Nike. UA generated $5 billion revenue with a market capitalization of $7.7 billion.

5. New Balance
New Balance Athletics Inc. also New Balance was founded in 1906 by William J. Riley. New Balance is a
Multinational Corporation headquartered in Boston, Massachusetrts, United States. The company produces
athletics shoes, sportswear, equipment and apparels. The company differentiate its product line with several
technical features like heel counters and blended gel inserts. In the FY 2018 the company was able to generate
$4 Billion revenue. New Balance has a premium brand image and amongst one of the top Nike competitors.

6. Fila
Fila is another sportswear manufacturing company and also a top competitor of Nike. Fila is a worldwide
leading brand among sportswear and footwear brands like Nike, Puma and Adidas. It is Italian-South Korean
Company founded in the year 1911 in Italy. After passing through many ownerships finally purchased by Fila
Korea in 2007. It is headquartered in Seoul, South Korea.

7. Skechers
Skechers USA Inc. is a lifestyle and performance footwear brand founded in 1992. Its manufacturer and
marketer of athletic, casual and performance focused footwear for men, women and children in more than 170
countries. Skechers is the top performer in United States and one of the top Nike competitors. Skechers
generated $4.5 billion in 2017 and reported 16% sales growth which in an alarming factor for Nike and
Lululemon Athletica.

8. Vans
Vans is owned by VF Corporation. It is a manufacturer of skateboard footwear and related apparels and
accessories for women, men and children. Vans is the leading competitor of Nike and Puma. It is founded in
1966 and headquartered in Santa Ana California.

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 SWOT ANALYSIS

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 STRENGTHS WEAKNESES

 Strong Brand Awareness and Brand  Poor Labor Conditions in Foreign

Value. Countries
 Huge Customer base.  Hold
 Aimed For Sustainability  Pending Debts
 Iconic Relationships.  Lack of Diversification
 Side Brands.
 Low Manufacturing Cost.  Contradicting Strategies
 In-house Professionals.
 Superior Marketing Capabilities  Sexual Harassment

OPPORTUNITIES THREATS

 Emerging Markets  Counterfeit Products

 Innovative  Increased competitive pressure
 Efficient Integration  Marketing Budget Pressure
 Cutting ties with big retailers  Currency Foreign Exchange Risks
 Merges with the Metaverse  Patent Disputes
 Exiting From Wholesale Distribution  Economic Uncertainty
 Consumer Direct Strategy  Trade Tensions

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 CHAPTER-2
LITERATURE REVIEW

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LITERATURE REVIEW

On May 12, 1998, Nike’s CEO and founder Mr Phillip Knight spoke at the National Press Club
in Washington, DC and made what were, in his words, “some fairly significant announcements”
regarding Nike’s policies on working conditions in its supplier factories. The announcements
received favourable treatment from the press, with a New York Times editorial suggesting that
Nike’s new reforms “set a standard that other companies should match. “Nike’s critics were more
cautious, expressing concern that Knight’s promises represented an attempt to side-line their
demands for decent wages and rigorous factory monitoring and replace them with a significantly
weaker reform agenda. This report represents a comprehensive examination of Nike’s labour
performance in the three years since that speech was made. That performance is first assessed
against the commitments Knight announced and is then compared with the human rights
standards and independent monitoring practices labour rights organizations have demanded of
the company. In this review we have taken up few articles considering few problems that we
have noticed in the Nike manufacturing units that will help us in our study and research of topic.
We have taken up problems from worldwide Nike stores and manufacturing units. We have
provided a precise summary of common interests of the articles.

Health and Safety Measures

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All Nike shoe factories will meet the U.S. Occupational Safety and Health Administration’s
(OSHA) standards in indoor air quality. Nike was the subject of considerable scandal in 1997
when it was revealed that workers in one of its contract factories were being exposed to toxic
fumes at up to 177 times the Vietnamese legal limit. Although Nike claims that its factories now
meet OSHA standards, it gives factory managers advance notice of testing, giving them
considerable scope to change chemical use to minimize emissions on the day the test is
conducted. Nike is also not yet willing to regularly make the results of those tests available to the
interested public. Rights groups have challenged Nike to put in place a transparent system of
monitoring factory safety standards involving unannounced monitoring visits by trained
industrial hygienists. This article mainly focuses on the Safety and health standards of the
contract factories where Nike is manufactured. We feel that Nike has this problem in almost all
its contract factories; they are still not ready to reveal their test reports to the public. All this
shows that Nike is still focussing on making profit and despite having a social responsibility
department, it is not able to stop this, and the worst is that Nike being such a big brand has all the
resources to tackle this problem but still they are not doing it.

Decent Wages to the workers

Demand: Decent Wages- Nike has rejected demands that it ensures that Nike workers are paid a
living wage—that is, a full time wage that would provide a small family with an adequate diet
and housing and other basic necessities. Instead, the company has used statistics selectively and
in a misleading fashion to give the false impression that wages currently paid to Nike workers are
fair and adequate. Meanwhile those workers struggle to survive on wages that are barely enough
to cover their individual needs, let alone those of their children.Apart from the fact that Nike
spends billions of dollars every year in advertisement, which has made Nike symbol and its
products famous throughout the world is the fact that Nike has also been a pioneer in exploiting
the low wage labour of the countries so much so that the CEO of Nike Philip Knight is one the
richest person on planet. In Vietnam the pay is even less- 20 cents an hour, or a mere $ 1.60 a
day. But in urban Vietnam, three simple meals cost about $2.10 a day, and then of course there is
rent, transportation, clothing, health care, and much more. According to Thuyen Nguyen of
Vietnam Labor Watch, a living wage in Vietnam is at least $3 a day.

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Security of Workers

Demand: Protect workers who speak honestly about factory conditions. Nike’s track record in
protecting workers who blow the whistle on sweatshop conditions is very poor. The company has
turned its back on individual workers who have been victimized for speaking to journalists, and
has cut and run from other factories after labor abuses have been publicized. Until this changes,
Nike workers will have good reason to keep silent about factory conditions for fear that speaking
honestly may result in them and their fellow workers losing their jobs. Nike had promised its
workers that it will protect its worker rights dignity and honesty, but they have failed so far. This
article proved that Nike is known to turn its back on the workers who speak the truth about the
factory conditions to the social responsibility team or the media. This proves that when it comes
to earning good publicity in the market through these promises, but it is very bad when it comes
to fulfilling those promises.

Right for worker’s freedom

Demand: Respect for Workers’ Right to Freedom of Association: So far Nike’s promise to
protect this right has been largely empty. A considerable proportion of Nike’s goods are made in
countries like China where independent unions are illegal. Nike has refused to call on the
Chinese government to allow workers to organize and has actively opposed calls for trade
pressure to be put on the Chinese government to encourage it to improve its record in this area.
Nike has abjectly failed to prevent the suppression of unions in a number of its contract factories,
including the PT Nikomas Gemilang and PT ADF factories in Indonesia, the Sewon and Wei Li
Textile factories in China, the Formosa factory in El Salvador, the Natural Garment factory in
Cambodia, the Savina factory in Bulgaria and factories owned by the Saha Union group and the
Bangkok Rubber group as well as the Nice Apparel, De-Luxe, Lian Thai and Par Garment
factories in Thailand. On those few occasions when Nike has taken any steps to advance this
right in specific factories, it has done so grudgingly and after considerable public pressure. While
elements of Nike’s eventual response to the current dispute in the Kuk Dong factory in Mexico
have been positive, Nike’s actions on the issue been characterized by unnecessary delays, lack of
follow through and failure to actively promote the urgent need for a free and fair union election.
The promises made by Phillip Knight in his May 1998 speech were an attempt by the company to

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switch the media focus to issues it was willing to address while avoiding the key problems of
subsistence wages, forced overtime and suppression of workers’ right to freedom of association.
Nike workers are still forced to work excessive hours in high pressure work environments, are
not paid enough to meet the most basic needs of their children, and are subject to harassment,
dismissal and violent intimidation if they try to form unions or tell journalists about labour
abuses in their factories. The time has come for the company to adopt the reforms which rights
groups have advocated. It is indefensible that activists, consumers and most importantly Nike
factory workers are still waiting for Nike to do it. And I must add that Nike has failed to give the
workers respect for Workers’ Right to Freedom of Association.

Nike admits to mistakes over child labor

The multi-billion dollar sportswear company Nike admitted yesterday that it "blew it" by
employing children in Third World countries but added that ending the practice might be
difficult. Nike attempted to present itself to its shareholders in its first "corporate responsibility
report" as a touchy-feely entity established by "skinny runners" and employing young executives
who worried about the environment and the level of wages it paid. The mere fact that Nike has
produced such a report was welcomed in some quarters, but its main detractors, including labor
groups such as Oxfam's Nike Watch and the Clean Clothes Campaign, said they were not
convince, The report said Nike imposed strict conditions on the age of employees taken on by
contract factories abroad, but admitted there had been instances when those conditions were
ignored or bypassed. When it was exposed by the BBC as having employed children there, the
company claimed it then re-examined the records of all 3,800 employees. The company's critics
remain concerned at the level of wages it pays. Nike claims it pays decent wages, but its
detractors claim that only a tiny fraction of the £70 cost of a pair of its shoes goes to the workers
who make them. They want to see wages increased – which they say would have only a
negligible effect on retail prices. "If Nike wants to be taken seriously as a company interested in
corporate responsibility then it needs to engage honestly with its critics in the human rights
community. Unfortunately the company's new corporate responsibility report fails to do this.”
The heading of the article says it all. Nike admits over child labor, but this is not the end, after
accepting that they practice child labor they also confess that it is very difficult for them to stop
this practice. This article is really an eye opener. . Nike attempted to present itself to its
shareholders in its first "corporate responsibility report" as a touchy-feely entity established by
"skinny runners" and employing young executives who worried about the environment and the
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level of wages it paid but in the end when it came to execution of all these plans and the results
Nike failed, and by failing it maintained its record not being socially responsible and it also
proves that they are a company who believes in only making profit no matter at what cost it
comes.

CHAPTER-3
RESEARCH
METHODOLOGY

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 1. SIGNIFICANCE
Any Research has its own importance in any business organization. The research shows the
real fact about product as well as organization Research is a systematic and scientific
investigation of any idea either precise or abstract from a continuous basis for learning. it
could be either exploratory or descriptive.

According to above definition research is a systematic and scientific investigation through

which any organization try to find out its strength and weakness as well as opportunity and
threat. As we know in the present era the business activities have become more complex and
complicated due to modern technology, globalization and liberalization and in other hand
today customer are highly conscious about products and brand.

Research has its special significance in solving various operational and planning problems of business and
industry. Operations research and market research, along with motivational research,are considered crucial
and their results assist, in more than one way, in taking business decisions.

2. OBJECTIVE OF THE STUDY

I am fulfilling the objectives of my curriculum. During this practical exposure of six weeks. I
have collected some important information about Nike.

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This is important for management. This increase penetrability in the market. In any marketing job
this forms one of the important tools and therefore known as utility of such a tool is definitely
one of the important aims of this study.

1) The main objective of the study is to present the conclusion and necessary suggestions
regarding consumer awareness.

2) The objective of study is to describe the unique characteristics of Nike products in comparison
to others.

3) To collect the information of various products from customers.

4) The objective of the study is to develop sound inter personal relation to get maximum output
both customer and producer.

3. RESEARCH METHODOLOGY
The process used to collect information and data for the purpose of making business decisions.
The methodology may include publication research, interviews, surveys and other research
techniques, and could include both present and historical information.

The whole research process is as follows:-

1) Problem formation

2) Search design

3) Sampling design
4) Source of data
4.1) Primary source of data

4.2) Secondary source of data

4.3) Collection of data

4.4) Analysis of data

4.5) Interpretation of data

4.6) Project report and writing

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 4. SCOPE OF STUDY
1) To learn about strategy and strategic management of 2 companies of same industry.

2) The strategies have been compared on the basis of athletic footwear industry.

3) To study the demand of which company products are more and methods used by them to
attract the market.

4) To measure the effectiveness of advertisement / promotional activities for a competing

product class and corporate advertising.

5) To understand and measure various factors that affect brand-building, brand recall and finally
the choice of customers while buying it.

6) To know how they face their competitor’s strategies.

7) To learn, how this company have dealt with critical situations they faced in past.

5. RESEARCH DESIGN
Different types of research design have emerged on account of the different perspectives
from which a research study can be viewed.

The research design used in this report is DESCRIPTIVE RESEARCH.

In Descriptive Research Design, the scholar explains/describes the situation or case in depth
in their research materials. This type of research design is purely on a theoretical basis where
the individual collects data, analyses, prepares and then presents it in an understandable
manner. It is the most generalised form of research design. To explore one or more variables,
a descriptive design might employ a wide range of research approaches. Unlike in
experimental research, the researcher does not control or change any of the variables in a
descriptive research design; instead, he or she just observes and measures them.

Descriptive research is defined as a research method that describes the characteristics of the
population or phenomenon studied.

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 The descriptive research method primarily focuses on describing the nature of a demographic
segment, without focusing on “why” a particular phenomenon occurs.

The term descriptive research then refers to research questions, design of the study, and data
analysis conducted on that topic. We call it an observational research method because none of
the research study variables are influenced in any capacity.

“A research design is the arrangement of condition for collection and analysis of data in
a manner that aims to combine relevance to the research purpose with economy in
procedure.”

6. DATA COLLECTION
6.1. Methods of data collection

The key for useful system is selection of the method for collecting data and linking it to analysis
and decision issue of the action to be taken.

The accuracy of the collected data is of great importance for drawing the correct and valid
conclusion from the detailed investigation.

There are 2 types of data primary and secondary.

6.1.1. PRIMARY DATA

The primary data are those which are collected afresh and for first time and thus happen to be
original in character. There are several methods of collection primary data particularly in survey
and descriptive research. Some important methods of collecting primary data are:

1) Observation method

2) Interview method

3) Questionnaire

4) Schedules

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6.1.2. SECONDARY DATA
Secondary data are used means that are already available i.e. they refer to the data which have
already been collected and analyzed by someone else and which have already been passed
through the statistical process. Secondary data may either be published or unpublished data.

1) Companies websites

2) Articles and reports available on web

3) Newspaper like Economic Times

4) Various other sources mentioned in references

5) Companies balance sheet

6) Companies profit and loss accounts

7. SAMPLING DESIGN
Sampling technique used is RANDOM SAMPLING. In a random sampling of a given size, all
such subsets of the frame are given an equal probability. Each element of the frame thus has an
equal probability of selection: the frame is not subdivided or partitioned.

A rough draft was prepared keeping in mind the objectives of the research. The information was
not very technical in nature. The final questionnaire was arrived only after certain important
changes were done.
Thus, my sampling came out to be judgmental and convenient.
Sampling unit:
The respondents who were asked to fill the questionnaire are the sampling units.
Sampling size:
I have restricted the sample size to 50 respondents. This is done keeping in mind the time
constraints and facts that felt i.e. number would be enough to serve the information needs to
require to show the trends.
Sampling area:
The area of the samples size e research was Sec-5 Rohini.
Time exact:
6 weeks
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 CHAPTER- 4

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 DATA ANALYSIS
AND
INTERPRETATION

GRAPHICAL ANALYSIS
A survey was conducted on 50 people and questions were asked as mentioned in
ANNEXURE:1
Based on the survey conducted and its responses following are the outcomes:

AGE
AGE BRACKET PERCENTAGE
15-20 years 50%
20-30 years 38%
30-45 years 10%
45 years above 02%

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 In which age bracket do you put yourself?
2%
10%

50%

38%

15-20 Years 20-30 Years 30-45 Years 45 or Above

ANALYSIS:I conducted my survey on 50 people and they all belonged to a different age group.
From the survey I conducted it was found that people who actually filled the form and showed
interest in this project were max between the age group of 15-20 years with 50%. 38% people
belonged to the category of age group of 20-30 years, 10% fall in the category of 30-45 years and
only 2% belonged to the category of age bracket above 45 years.

INTERPRETATION: It is clear that Nike is loved most by the teenagers falling the age bracket
of 15-20 years and least recommended by the elders above 45 years.

INCOME
MONTHLY INCOME PERCENTAGE
BELOW 25000 39.6%
25000-45000 29.2%
45000-65000 25%
65000 AND ABOVE 6.2%

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 What is your monthly income slot?
6%

25%
40%

29%

BELOW 25000 25000-45000 45000-65000 65000 AND ABOVE

ANALYSIS- I conducted my survey on 50 people and they all belonged to a different age group.
From the survey I conducted it was found that 39.6% people belonged to the category of income
below 25000, 29.2% fall in the category of income of 25000-45000, 25% belonged to the
category of income 45000-65000 and rest 6.2% belong to the category of income 65000 and
above.

INTERPRETATION- It is clear that most of the consumers of Nike products are come under
the category of income below 25000 and least comes in the category of 65000 and above.

BRAND CONSCIOUS
BRAND CONSCIOUS PERCENTAGE

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 YES 40%
NO 18%
CHOOSEY 22%
DEPENDS ON PARTICULAR PRODUCT 20%

Are you brand conscious?

20%

40%

22%

18%

YES NO CHOOSEY DEPENDS ON PARTICULAR PRODUCT

ANALIYIS-I conducted my survey on 50 people and they all belonged to a different age group.
From the survey I conducted it was found that 40% of the people are brand conscious, 22% of the
people said that they are choosey, 20% of the people are depend on a particular product and rest
18% say no to Nike.

INTERPRETATION- It is clear that the most of the people are brand conscious.

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 HEALTH CONCERNED
PEOPLE VISIT GYM PERCENTAGE
DAILY 25%
RARELY 24%
FREQUENTLY 24%
NEVER 27%

How often do you visit gym?

27% 24%

24%
25%

DAILY RARELY FREQUENTLY NEVER

ANALYSIS-I conducted my survey on 50 people and they all belonged to a different age group.
From the survey I conducted it was found that 25% of the people daily visit the gym, 24%of the
people rarely visit to gym, 24% people frequently visit to the gym and rest 27% people never
visit to the gym.

INTERPRETATION- It is clear that most of the people do like to visit gym.

BRAND PREFERENCE
BRAND PREFRENCE PERCENTAGE
PUMA 12%
ADIDAS 28%
NIKE 48%
REEBOK 12%

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 Which brand do you prefer the most?
12% 12%

28%

48%

PUMA ADIDAS NIKE REEBOK

ANALYSIS-I conducted my survey on 50 people and they all belonged to a different age group.
From the survey I conducted it was found that 48% of the people are brand conscious, 28% of the
people like Adidas brand, 12% of the people like Puma brand and rest 12% of the people like
Reebok brand.

INTERPRETATION- It is clear that the most of the people prefer products of Nike than any
other brand.

REVIEW OF NIKE
REVIEW OF NIKE PERCENTAGE
QUALITY 32%
VALUE OF MONEY 26%
DESIGN 18%
COMFORT 24%

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 What do you like the most about Nike?

24%
32%

18%

26%

QUALITY VALUE OF MONEY DESIGN COMFORT

ANALYSIS-I conducted my survey on 50 people and they all belonged to a different age group.
From the survey I conducted it was found that 32% of the people like brand quality, 26% of the
people said that they like Nike because they have value of money, 24% said that they like Nike
because of comfort and rest 18% people like Nike because of design.

INTERPRETATION- It is clear that the consumer like Nike because of quality and least by
design.

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 FITTEST PLACE TO CARRY NIKE
FITTEST PLACE TO CARRY NIKE PERCENTAGE
GYM 36.7%
SPORTS COMPLEX / PLAYGROUND 34.7%
HOME 22.4%
OFFICE 6.2%

Which is the fittest place to carry Nike?

6%

22% 37%

35%

GYM SPORTS COMPLEX/ PLAYGROUND HOME OFFICE

ANALYSIS- I conducted my survey on 50 people and they all belonged to a different age group.
From the survey I conducted it was found that 36.7% of the people like to wear Nike at gym,
34.7% of the people said that they like to wear Nike products while playing in sports complex or
in playground, 22.4% of the people usually like to wear Nike at home and rest 6.2% of the people
like to wear Nike at office.
INTERPRETATION- It is clear that fittest place to carry Nike is gym people love to wear Nike
products in gym.

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 POPULARITY OF NIKE
POPULARITY PERCENTAGE
LESS POPULAR 10%
POPULAR 44%
TREND SETTER 32%
NAME COMMON IN EACH HOUSE 14%

How popular do you think Nike is among

people?
14% 10%

32%
44%

LESS POPULAR POPULAR TREND SETTER COMMON NAME IN EACH HOUSE

ANALYSIS-I conducted my survey on 50 people and they all belonged to a different age group.
From the survey I conducted it was found that 44% of the people says that the brand is popular,
32% of the people said that Nike is a trend setter, 14% of the people say Nike name is common
in each house and rest 10% of the people say that the Nike is less popular.
INTERPRETATION- It is clear that Nike is popular among the nation.

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 MONEY VALUE
COMPARISION PERCENTAGE
REASONABLE 36%
COSTLY 36%
VERY CHEAP 8%
CHEAP 20%

How would you rate it in comparison of value

for money?

20%

36%

8%

36%

REASONABLE COSTLY VERY CHEAP CHEAP

ANLYSIS-I conducted my survey on 50 people and they all belonged to a different age group.
From the survey I conducted it was found that 36% of the people says that Nike is reasonable,
36% of the people also says that the Nike is costly, 8% of the people say that the brand is very
cheap and rest 20% of the people say that the Nike brand is cheap.
INTERPRETATION- It is clear that Nike that people found it to be affordable.

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 PRODUCT FAVOURITE
PRODUCT PERCENTAGE
SHOES 48%
SLIPPERS 12%
ACCESSORIES 14%
CLOTHS 26%

What kind of product you like most about

Nike?

26%

48%

14%

12%

SHOES SLIPPERS ACCESSORIES CLOTHS

ANALYSIS-I conducted my survey on 50 people and they all belonged to a different age group.
From the survey I conducted it was found that 48% of the people like Nike’s shoes, 26% of the
people said that they like Nike’s clothes, 14% of the people like Nike’s accessories and rest 12%
like Nike’s slippers.
INTERPRETATION- It is clear that people like Nike’s shoes and least slippers

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 CHAPTER 5
LIMITATIONS

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 LIMITATION OF THE PROJECT
Although it has been my endeavour to take all necessary precaution to ensure that the information
gathered is authentic and maximum facts are presented but I faced certain constraints while doing
so.

The constraints and limitation faced are mentioned below:

1)TIME
The nature of the report required detailed and meticulous information gathering. In this
sense time was a limiting factor and major constraint to accomplish the given task. Also,
sometimes the information was not available on time this caused a lot of pilferage of time
unnecessary of duplication of efforts.

2)HUMAN ERROR
The feedback is provided by the consumers and the local people. Approach has been
assumed to be correct. But there might have been wrong and biased facts given. The
opinion of few can’t be generalised in any manner.

3)CALCULATION ERROR
The report required calculations of figures and last have to analyse them too, so mistake
can arise during calculation.

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 CHAPTER 6
FINDINGS AND
SUGGESTIONS

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FINDINGS
This survey has a sample size of 50. It was concluded that Nike is the most popular brand as 48%
of the people voted for Nike as their favorite brand.

The people lying in age group of 15-20 years love Nike brand the most but its less popular
among the people of the age group above 45 years, thus Nike is more preferred by the youth of
the nation.

Income plays a major role too when you buy something which is Branded. The people with the
income below 25000 love to buy Nike more because of its quality and value of money it
contains. The people with the income 65000 and above prefers other brands.

People love Nike the most because of its quality and value for money and they contribute 32%
and 24% respectively of the total interest of the surveyed people. 24% people like it for comfort
and only 18% people like for the design as they are limited in number and repeating too.

It was concluded that only 40% people were brand conscious, 22% of the people were choosy for
the brands and non-branded items but 20% people prefer brand only for a particular good or
product.

Out of the surveyed people 24.5% people think that the fittest place to carry Nike is the gym
while 34.7% says that the fittest place to wear/use the Nike product is while playing in sports
complex or in playground and other prefers house or office .

Most preferred product of Nike is its shoes as it got 48% vote, clothes were preferred by only
26%, accessories by 14% and slippers by only 12%

SUGGESTIONS

Some useful suggestions according to me and by the people in the survey are: -

1) PRICING:
Nike is a bit expensive and therefore half of the people can’t afford it. If Nike lower down
its price a bit and gives more discount on its product then its sale will definitely shoot up

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 and profit will increase. Nike today though has become a popular brand but it is not easily
affordable for many people.

2) PATTERN AND STYLE:

Nike is a big brand but its pattern usually repeats itself. It should come up with more new
designs because in the world of fashion today it’s the style that matters the most. Nike
should include more patterns more styles and more colours into it.

3) TARGETING EVERYONE:
Nike is most popular among teenagers only and least popular amongst elders and people
falling in the age bracket of senior citizens. If Nike makes something simple and sober,
something in a big size so that every individual can carry them out.

4) NOT TO FOCUS ON A PARTICULAR LINE/FIELD:

Nike is most popular in sports and not on other occasions. As Nike produce jersey, lower
and shoes the most along with sports equipment people find out that wearing Nike is best
while playing.

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 CHAPTER: 7
CONCLUSION

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Conclusion
Foreign brands occupy the dominant position of China's sporting goods market. Nearly half of
the customers were loyal to Nike. And the price of the sports goods brand was the highest in
similar products, stating that the ability to buy high-end brand of college students was strong.
There was a higher proportion of high- end brand loyalty. The ration of customer loyalty to
Lining was close to Nike. Some sports brands in domestic can compete with foreign brands. The
customer loyalty was formed through the accumulation of perceived quality, customer value, and
customer satisfaction. Perceived quality was positively correlated with customer value, but the
correlation coefficient was small, which showed that the quality of perception had positive effect
on customer value, and other factors also play an important role in customer value.

Customer value and customer satisfaction were positively correlated, and the correlation
coefficient was large, which illustrated that the customer value had an important effect on
customer satisfaction. Customer satisfaction and customer loyalty were positively correlated, and
the correlation coefficient was also large, which explained that customer satisfaction had an
important effect on customer loyalty.

High technology and high-quality support the brand development. For example, Nike and
Adidas, the brand is “JUST DO IT”. That is their constant innovation. At present, China's
sporting goods mostly rely on processing and imitation. Technological content of products is
low. As a result, enterprises produced low grade products, failed to investigate and analyse the
market demand, and finally, without designing the world's leading brands of products. It is said
that the domestic low-end market is potential for development. However, if there is no obvious
difference in the characteristics of the product, with foreign sports goods at the same price level
has no comparative advantage, in the face of famous brand challenges, our brand will be
difficult.

China's sporting goods enterprise products is single, lack of core products, enterprises cannot
accurately to the brand positioning, will not be able to let people have a deeper understanding of
the brand duplication. Market for some products need to be developed and undeveloped or there
is a great development space, but failed to grasp the enterprise. Nike and Adidas in the early
stages of its brand recognition has a clear market positioning. In the fierce competition with other
brands, in the premise of ensuring that the original brand is not the core of the premise of
constant innovation of products. Nike is a football series. While the domestic sports brand is
simply the pursuit of fashion creation, sports atmosphere is not strong, the lack of core products.

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 BIBLIOGRAPHY

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Book Materials
(KOTHARI, 2017)
Website

www.nike.com
www.wikipedia.comwww.nycdatasc
ience.edu www.condor.depaul.com
www.researchgate.com
www.statista.com
www.job.nike.com
www.fashiongear.fibre2fashion.com
www.fortune.com
www.media.corporate-ir.net
www.nikeresponsibility.com
www.wikinvest.com

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 ANNEXURE

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 QUESTIONNAIRE
1) In which age bracket do you put yourself?

1) 15-25 years

2) 20-30 years

3) 30-45 years

4) above 45 years

2) Are you brand conscious?

1) no

2) yes

3) choosy

4) depends on brand for a particular good only.

3) Which brand do you prefer the most?

1) Puma

2) Adidas

3) Nike

4) Reebok

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4) How often do you visit gym?

1) daily

2) rarely

3) frequently

4) never

5) What do like the most about Nike?

1) quality

2) value for money

3) design

4) comfort

6) What kind of product you like most about Nike?

1) shoes

2) slippers

3) cloths

4) accessories

7) Which is the fittest place to carry Nike?

1) gym

2) sports complex/playground

3) home

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4) office

8) How popular do you think Nike is among people?

1) less popular

2) popular

3) trend setter

4) common name in each house.

9) What is your monthly income slot?

1) below 25,000/-

2) 25,000-45,000/-

3) 45,000-65,000/-

4) above 65,000/-

10) How would you rate it in comparison of value for money?

1) reasonable

2) costly

3) very costly

4) cheap

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