Consumer Perception of Planet Sports

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A STUDY ON CONSUMER PERCEPTION TOWARDS PLANET SPORTS

AND NEWLY LAUNCHED BRAND AWARENESS LEVEL

at

Future Li festyle Fashions Limited

Mumbai

A summer internship report submitted in partial Fulfillment

of the requirement for the award of Degree

in

Master of Fashion Management

Submitted by

Indranil Saha

Under the Guidance of

MR. PRIYANK SAHAY (INDUSTRY MENTOR)

&

MR. DIBYENDU BIKASH DATTA (FACULTY MENTOR)

Department of Fashion Management Studies

National Institute of Fashion Technology, Kolkata

July, 2014


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Certif icate fr om the Company


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Declaration

This is to certify that this research report titled A Study on Consumer Perception towards

Planet Sports and Newly Launched Brands Awareness Level is based on my original research

work, conducted under the guidance of Mr. Pr iyank Sahay (Senior M anager-Category, Sports

Division, Future L if estyle Fashion Ltd.) and Mr . Dibyendu Bikash Datta (CC, FM S, NIFT,

Kolkata) towards partial fulfillment of the requirement for award of the Masters Degree in

Fashion Management, of the National Institute of Fashion Technology, Kolkata. No part of this

work has been copied from any other source. Material, wherever borrowed has been duly

acknowledged.

Indranil Saha


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Acknowledgement

Apart from the researchers efforts, the success of any project depends largely on the

encouragement and guidelines of many others. I take this opportunity to express my gratitude to

the people who have been instrumental in the successful completion of this project. The guidance

and support received from all the respondents, store managers and area heads of Planet Sports,

who contributed to this project, was the main element for the success of the project. I am grateful

for their constant support and help. I also express my gratitude towards other faculty members of

FMS department, NIFT, Kolkata for encouraging and giving me valuable advices.

Above all, the moral support of my family and friends was the most instrumental in achievement

a satisfactory level in this project. Last but not the least; I would like to thank Mr. Priyank

Sahay, my industry mentor andMr. Dibyendu Bi kash Datta, my faculty guide who more than a

guide were mentors to me, guiding, motivating, encouraging and supporting me all through the

project. Their prompt reply to my queries and valuable suggestions contributed tremendously to

my project.

Indranil Saha Mr. Priyank Sahay

Mr. Dibyendu Bikash Datta


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Table of Contents

1. INTRODUCTION ..................................................................................................................................... 1

2. RESEARCH OBJECTIVE ........................................................................................................................... 5

3. RESEARCH METHODOLOGY .................................................................................................................. 5

4. REVIEW OF LITERATURE ........................................................................................................................ 8

5. CONCEPTS AND THEORIES .................................................................................................................. 19

6. RESULTS AND ANALYSIS ...................................................................................................................... 22

7. SUGGESTION, CONCLUSION& SCOPE OF THE RESEARCH ................................................................... 69

8. BIBLIOGRAPHY .................................................................................................................................... 70

9. ANNEXURES......................................................................................................................................... 72


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1. INTRODUCTION

Future Group is among India's leading business houses with multiple businesses spanning

across the consumption space. The group operates some of India's leading retail chains like Big

Bazaar, Food Bazaar, Central, Planet Sports, Home Town and eZone and also has allied

businesses in consumer finance, life and non-life insurance, logistics infrastructure and supply

chain and brand and IPR development. The group operates around 16 million square feet of retail

space in over 85 cities and towns and 60 rural locations across India. The group's retail formats

connect over 220 million customers to over 30,000 small, medium and large enterprises that

supply products and services to its retail chains. Future Group believes in developing strong

insights on Indian consumers and building businesses based on Indian ideas, as espoused in the

group's core value of Indianness.'The group's corporate credo is, 'Rewrite rules, Retain values.

Planet Sports is India's largest multi-brand sports and lifestyle specialty retail chain.

Planet Sports offers the largest collection of International sports and lifestyle brands. Planet

Sports stores have extensive offerings for sportswear and equipment across all categories

including running, tennis, training, golf, fitness, basketball, motor sports as well as other lifestyle

products. Also available at the Planet Sports stores are lifestyle products across categories like

footwear, apparel, accessories and sports equipment. Planet Sports prides itself for the sports

expertise it has built over time and also for having introduced renowned brands across sportscategories like swimming, tennis, squash, badminton, soccer, golf and basketball. Planet Sports

brand portfolio includes leading sports brands like Converse, Speedo, Spalding, Adidas, Puma

and Nike. Planet Sports have recently launched two brands namely Umbro and Champion in

India. Planet Sports strives to provide integrated, reliable and cost efficient sports offerings to

Indian consumers and augment Indias sports culture.

Consumer perception applies the concept of sensory perception to marketing and

advertising. Just as sensory perception relates to how humans perceive and process sensory

stimuli through their five senses, consumer perception pertains to how individuals form opinions

about companies and the merchandise they offer through the purchases they make. Planet sports

requires to understand the consumer perception towards itself so that it can identify where does it

positioned in consumers mindset.


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1.1. The Organization H ierarchy


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1.2. The Work F low of Planet Sports

Planet Sports follows Spring-Summer (January-June) and Autumn-Winter (July-

December) seasons in the stores. The back end team starts working on a season almost twelve

months before the season begins. For an example the back end team of Planet Sports would start

working for AW2015 in the month of August, 2014. The entire process starts with analyzing the

sales data of the same season of previous year. Based on the analyzed sales data yearly budgeting

and planning are done. Several levels of budgeting happen before the range is developed.

Budgeting is done at brand level as well as category level. Depending upon the category level

budgeting the options and quantities are planned and store wise targets are set. After the option

planning is done, the data is forwarded to the design team.

The design team goes through various fashion journals and forecasting articles, analyses

the market and creates designs accordingly for the season. After the data regarding options and

quantities is received the design team starts creating the range for the season. They create options

per style according to the plan. After the range is developed, the designs are sent to the vendors

for sample making. After the samples are received, the team gives a presentation featuring the

samples of the range to the CEO. During the presentation suggestions and modifications on the

designs are noted down and the revised designs are sent for sampling. At the same time design

team works on the final Catalogue with the help of merchandising department. The merchandiser

team develops datasheets containing images of the products, style names, color options, vendors,

costs etc. The final catalogue contains merchandize specific key information like CAD

Illustration, Color options, Style name, Fabric, Content. While the catalogue for the season is

being processed, the MRPs are decided and added to the catalogue. Various determinants of

MRP are Costs, Margin and Market Demand. Top & Bottom Line Achievements indicate lower

price/unit and more sales in terms of quantity and higher price/unit and more sales in terms of

monetary value.

According to the planned quantities the orders are placed to the vendors. Planning is done

based on the previous years sales pattern. The technical team of Planet Sports starts feeding data

in the system. ERP software (SAP-System, Application & Products) helps in generating the

Articles. Information regarding costing, MRP are mentioned in the database. After the process is

done Purchase Order (PO) is raised. Barcode numbers are generated and hand tags are made.


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Allocation of the merchandize is done based on the previous seasons performance of the stores.

Stores are graded as Z+, Z, A+, A, B and C (Z+ being the best and C being the worst). Base

Stock is set according to previous seasons sales and quantity that is coming in to the store.

There are two channels for selling the merchandise-Retail & Distribution. Retail consists

of the various formats associated with Planet Sports and owned by Future Group. The formats

are Planet Sports (Stand Alone stores), Central (seamless mall), Brand Factory (Discount Store),

I am in (Departmental Store). Distribution consists of the Online Retailers (e.g. Myntra.com,

Jabong.com, Flipkart.com etc.) and the local distributors. Road show is organised to interact with

the buyers. For the road shows buy forms are made. A buy form contains all information of

merchandise. Size wise blank fields are given so that the potential buyers can mention order

quantity in those fields. In case the order quantity placed by the buyers is less than the order

placed for manufacturing, the extra allocation of the merchandise is moved to the retail formats

and if the order quantity placed by the buyers is more than the order placed for manufacturing,

the order cannot be taken and that situation is noted for future reference and learning.

Before and after the mass manufacturing process starts multi-level quality check and

sampling process is done. Each material of the merchandise is tested separately and they are

sealed for mass production only after they are approved. Mass production starts only after Fit

Samples, Reference Samples, and Wash Test Samples and Pre production samples are approved.

After the production is over, the merchandises are then shipped to the centralized warehouse

which is situated at Bhiwandi, Mumbai. From the vendors end an ASN (advance Shipment

Notice) is raised so as to get an appointment from the warehouse. For the retail formats STOs

(Stock Transfer Order) are generated. Four steps are involved in this process so as to confirm

that the store has received the merchandize at pre-allocated quantity. The steps are Order,

Warehouse Delivery, Goods Issued (to the store) and GRN (Good Receipt Note). Order ensures

if the order is placed to the warehouse. Warehouse Delivery ensures that the warehouse

personnel have started working on the packing and the shipment of the order and they are ready

to be shipped. Goods issued ensure that the order is shipped to the stores and GRN ensures that

the store has received the order. For the distribution channels sales order is placed and bills are

generated.


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Once the season starts sales data is retrieved from the retail formats as well as the

distribution channels on daily basis and DSR (Daily Sales Report) is stored in the database.

While the season comes to an end the sales for the current season is analyzed and discounts and

offers for End of Season Sale are decided. The EOSS happens in the month of January & July for

the season Autumn-Winter & Spring-Summer respectively.

2. RESEARCH OBJECTIVE

2.1. Primary Objective

To study the consumer perception of Planet Sports and the recognition level of

newly launched brands2.2.

Secondar y Objecti ves

To identify the factors affecting the purchase intention of Planet Sports consumers

To study the buying pattern particularly with respect to the demographic factors

To identify the recognition level of newly launched foreign brands in the store

3. RESEARCH METHODOLOGY

3.1. Research Type

This research is conducted in order to collect primary data and reach the objective of the

dissertation. The type of the research is Exploratory as well as Descriptive. Exploratory research

is research conducted for a problem that has not been clearly defined (Patricia M. Shields, 2013).

Exploratory research often relies on secondary research such as reviewing available literature

and/or data, or qualitative approaches such as informal discussions with consumers, employees,

management or competitors, and more formal approaches through in-depth interviews, focusgroups, projective methods, case studies or pilot studies. The results of exploratory research are

not usually useful for decision-making by themselves, but they can provide significant insight

into a given situation. Although the results of qualitative research can give some indication as to

the "why", "how" and "when" something occurs, it cannot tell us "how often" or "how many".

Exploratory research is not typically generalizable to the population at large. Descriptive


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research or statistical research provides data about the population or universe being studied. But

it can only describe the "who, what, when, where and how" of a situation, not what caused it.

Therefore, descriptive research is used when the objective is to provide a systematic description

that is as factual and accurate as possible. It provides the number of times something occurs, or

frequency, lends itself to statistical calculations such as determining the average number of

occurrences or central tendencies (Descriptive Research). This type of research methods requires

quantifiable data involving numerical and statistical explanations. Quantitative analysis hinges

on researchers understanding the assumptions inherent within different statistical models. It

generates numerical data or information that can be converted into numbers(Ellis, 1993). The

presentation of data is through tables containing data in the form of numbers and statistics. The

primary intention was to collect secondary data and analyze it. After that primary data was

collected through a survey. The main purpose of the survey is to collect data about the consumer

perception of Planet Sports and the recognition level of newly launched brands. The factors

affecting the purchase intention of Planet Sports consumers, the buying pattern particularly with

respect to the demographic factors and the recognition level of newly launched foreign brands in

the store are the secondary objectives of the research.

3.2.

Sampling Uni t

Samples for the study consisted of the customers of Planet Sports stores all over India.

Convenience samples are drawn from the customers making purchase in the Planet Sports stores.

This segment of population was selected as they actually made purchase from the store and it

was assumed that they could evaluate the factors with respect to their purchase experience.

3.3. Selection of Planet Sports Stores

The Planet sports stores of India are divided into four zones-East, West, North and South.

Stores which have relatively higher conversion rate were selected for the study and the

questionnaires were circulated among those stores only. The stores of Kolkata, Ranchi, Siliguriand Shillong represented the East Zone, the stores of Mumbai and Pune represented West Zone,

The stores of Bangalore represented South Zone and the stores of Delhi, NCR and Chandigarh

represented the North Zone of India.


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3.4. Sampl ing Size

Since there was time and accessibility constrains a sample size of 500 thought to be an

adequate one. 125 valid responds from the stores of East, West, North and South zones of India

were planned to be taken into account. Only 370 questionnaires could be received from east,

west and north zones. Among them 357 valid questionnaires were chosen and the research is

performed.

3.5. Research I nstruments

The main tool for this study is questionnaire. The questionnaire aims to gather

information about respondents demographic background,perception about Planet Sports and the

recognition level of the newly launched brands. Besides, various aspects like products, service

and branding strategies of the EBOs of major sports brands in Mumbai were also observed to do

a SWOT analysis of Planet Sports stores.

3.6.

Method of Data Analysis

The data derived from the responses of the questionnaire is analyzed. The main statistical

analysis is descriptive statistics such as frequency, percentage and mean are calculated to

describe respondents background and purchase patterns involved with Planet Sports and their

opinion about the newly launched brands. Besides, the dependency between various variables is

analyzed using IBM SPSS Statistics Data Editor Software.

3.7.

Types of Data-Primary & Secondary

When collecting data to approach the purpose of a research there are two ways in which

the data can be collected. In order to acquire a general knowledge about the topic, secondary data

is primarily used and this is one of the ways by which data can be collected. The second way to

collect data is the primary data collection. Usually when a study is conducted, secondary data isnot sufficient enough and needs to be completed with primary data which is collected by the

research. In this research study secondary data is collected from the previous research papers and

articles on the similar area to find out the background of sports industry of India, the key factors

of consumer perception and primary data is collected through a questionnaire survey so as to

gather response from the Planet Sports customers.


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4. REVIEW OF LITERATURE

4.1. Consumer Perception

Consumer perception theory is any attempt to understand how a consumersperception of

a product or service influences their behavior. The main objective to study consumer perception

is to try to understand why consumers make the decisions they do, and how to influence these

decisions. Usually, consumer perception theory is used by marketers when designing a campaign

for a product or brand. However, some people study consumer perception in order to understand

psychology in a much more general sense.(Flamand, 2012)

4.1.1. Perception

In general psychological terms, perception is the ability to make some kind of sense of

reality from the external sensory stimuli to which we are exposed. Several factors can influence

our perception, causing it to change in certain ways. For example, repeated exposure to one kind

of stimuli can either make us oversensitive or desensitized to it. Additionally, the amount of

attention we focus on something can cause a change in our perception of it.

4.1.2.

Branding

A brand, or a brand name, is the attempt to impose some kind of identifying feature on aproduct or service so that it is easily recognized by the general public. A brand is oftentimes

associated with an image, a set of expectations or recognizable logo. The goal of a brand is to set

a product or service apart from others of its kind, and influence the consumers to choose the

product over similar products simply because of its associations.

4.1.3. Positi oning, Repositi oning & Depositi oning

Positioning is the process whereby marketers attempt to build a brand. Marketers actively

try to create an image which is both recognizable and appeals to a certain group of people or

target market. Repositioning is the process of altering this image, usually in order to influence a

larger target market and thereby influence the behavior of a greater number of consumers.

Depositioning is the practice of trying to devalue alternative, competing brands in the

perceptions of a shared target market.


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4.1.4. Value and Quality

Value refers to the perceptions a consumer has of a product's benefits when weighed

against its cost. Value can be measured both qualitatively--the emotional or psychological

pleasure a consumer derives from a product or service--and quantitatively, in terms of the actual

financial gain it wins them. Quality can be related to value, and may be taken into account when

measuring the value of a product or service. More formally, it refers to the way in which a

product or service relates to its competitors, or else conforms to a set of measurable standards.

4.1.5.Buyers remorse

Buyers remorse is a strong feeling of regret which occurs after a purchase has been

made. It is a specific case of cognitive dissonance, or the psychological state of worry or unease

which comes about when attempting to come to terms with conflicting ideas, perceptions or

motives. Buyers remorse usually occurs after a consumer has made a purchase he or she has

come to regret. Generally, it involves the realization that the opportunity of purchasing one

product or service over another in some way outweighs the value of the purchase. In this regard,

it occurs when a consumers perception of a purchase changes after he or she has already

invested in it.

4.2.

Role of Perception in Consumer Behavior

The perceptions consumers have of a business and its products or service have a dramatic

effect on buying behavior. Thats why businesses spend so much money marketing themselves,

honing their customer service and doing whatever else they can to favorably influence the

perceptions of target consumers. With careful planning and execution, a business can influence

those perceptions and foster profitable consumer behaviors.(Stan Mack, 2010)

4.2.1. I nf luencing Perception

Consumers continually synthesize all the information they have about a company to form

a decision about whether that company offers value. In a sense, consumer perception is an

approximation of reality, notes the book Consumer Behaviour, by Atul Kr. Sharma. Businesses

attempt to influence this perception of reality, sometimes through trickery and manipulation but

often just by presenting themselves in the best possible light. For example, advertisements often


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trumpet the quality and convenience of a product or service, hoping to foster a consumer

perception of high value, which can pay off with increased sales. (Sharma, 2006)

4.2.2.

Reaching Consumers

A key factor in influencing consumer perception is exposure. The more information

consumers have about a product, the more comfortable they are buying it. As a result, businesses

do all they can to publicize their offerings. However, this causes a problem: When every

business bombards consumers with marketing messages, consumers tend to tune out. To

influence consumer perception, a business not only must expose its product to consumers, it also

must make its product stand out from the crowd.

4.2.3. Risk Perception

Consumer risk perception is another factor businesses must take into account when trying

to encourage buying behaviors. The more risky a proposition is, the more difficult it is to get

consumers to act. If consumers arent familiar with a brand of product, they cant assess the risk

involved; it could be poorly built, for instance, or too costly compared to substitutes. Businesses

can overcome this hesitancy by offering as much product information as possible in the form of

advertisements or by encouraging product reviews. Allowing potential customers to handle the

product in stores or test it at home also decreases risk perception, as does offering a flexible

return policy.(Satish K Batra, 2009)

4.2.4. Customer Retention

Successful businesses dont relax once a customer makes a purchase. Rather, they

continue to foster perceptions that result in profitable behaviors. Once consumers have tried a

product, the task becomes maintaining a good reputation and establishing brand loyalty. Offering

superior customer service is an effective tactic because it maintains the perception that the

business cares about its customers best interests. In return, customers become loyal to the

business, which secures a consistent revenue stream for the company and makes it more difficult

for competitors to poach customers.


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4.3. How to measur e Consumer Perception

Customers that are satisfied with a product or business have an overall good perception of

that product or business. When consumers' perceptions are good, they will continue purchasing

goods from this company. These customers also will avoid spreading disappointing experiences

to others. Consumer perceptions are based on feelings. A customer perception measurement is an

important tool used by companies that expresses how well the companies are satisfying

customers.(VanBaren, 2010)

Perform market research on your company's products. When measuring customer

perceptions, the first step a company should take is to identify what customers are actually

buying and why.

Create a survey to give customers. The only way to measure and increase customer's

positive perceptions of your company is to ask customer's how they feel about your company. By

creating a survey, information directly from the customer can be recorded. In order for the

survey to be successful, it should contain several key elements. The survey must be relatively

simple and short. The survey must also be created in a way that would allow actionable reports to

be generated from the information it contains.

Analyze survey results. After surveys are distributed and re-collected, the company

should analyze the results. When analyzing results, it must be remembered that customer

perception is subjective. It varies immensely from person to person and one particular

measurement may not be appropriate for the entire sample taken.

Measure the results.After the results are analyzed, the information should be measured.

This is accomplished by answering several key questions related to the objective. The results of

the survey can be compared to results of previous surveys. Each time a survey is conducted the

results should become better.

4.4. Factors Af fecting Consumer Perception

Although a consumer's perception of a product or service is at least partially based on his

actual experience with the good, a significant amount of market research suggests that a

consumer's view of a product is also conditioned by a variety of other factors. From very


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concrete factors of price and quality to less tangible factors such a consumer's view of the

manufacturer's reputation, experience with service and the quality of packaging and branding, a

number of complex and interrelated psychological factors determine a consumer's perception of

goods and services.(Mercer, 2009)

4.4.1.

Price

Price has a complex effect on consumer perception. On the one hand, consumers

appreciate a bargain and are often likely to favor an economically-priced item. On the other,

consumers often perceive very inexpensive items as cheap, ultimately damaging a consumer's

view of a product even if the product remains the same and the consumer is benefited from a

price reduction. Especially sophisticated or skeptical consumers are even prone to distrust a

product that is considerably cheaper than the alternatives. As a result, price should be part of a

comprehensive marketing plan, where even inexpensive products are depicted as favorable

alternatives with similar levels of quality to the competition, with a price that is somewhat lower

but still comparable with other possibilities.

4.4.2. Quality

The actual quality of a product is a vital part of a consumer's perception of a good or

service. Quality can describe any attribute in a set of characteristics that satisfy or disappoint a

consumer, including usability, reliability and durability. Marketing can influence a consumer's

perception of quality, but, in the end, and particularly with non-durable goods, a consumer's

actual experience with a product will determine his perception of quality. Outside the realm of

mass communication, word of mouth regarding quality also travels very quickly.

4.4.3. Service Quali ty

Even in the case of goods that exhibit numerous flaws, excellent service quality can often

overshadow a negative experience with the product itself. If a consumer feels that he receives

exceptional attention when encountering a problem with a product, that consumer is somewhat

more likely to trust the brand or product knowing that the manufacturer or retailer provides a

prompt and effective response to problems. Humans are social animals and their consumer


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behavior is often determined by the social relationships that surround a product, including

interactions with customer service representatives.

4.4.4.

Packaging and Br anding

Packaging and branding have a huge effect on consumer perceptions, particularly at the

point of purchase. Especially when consumers are purchasing a type of product for the first time,

the way the product is presented can wholly determine their perception of the item. Packaging

and branding, of course, cover everything from the attractiveness and display quality of an item

to the attributes of a product the manufacturer chooses to highlight. Depending on the type of

product and market, different branding messages from tough and reliable to fine and luxurious

can be appropriate and effective.

4.4.5. Reputation

A product's reputation is built up over time and is usually a combination of actual

experience with the product, word-of-mouth recommendations and marketing campaigns that

attempt to establish a status or shared view of the product or brand. A consumer's perception of a

product's reputation, moreover, is not only determined by the product's brand identity and

manufacturer but by the whole chain of distribution. Even if a consumer trusts a product's

manufacturer, for example, that consumer may change his mind about the product upon seeing it

available in a retailer he associates with cheap, defective products.(Ha, 2004)

4.5. Consumer Perception & Att itudes: Research Methods

The marketing research process seeks to identify consumer perceptions and attitudes in

order to create successful products and promotional campaigns. Several research methods, such

as the Likert scale, measure consumer attitudes in a quantitative fashion. Other methods, such as

shadowing and behavior mapping, use qualitative observational data in order to interpret

consumer perceptions. Regardless of the research methods that are used, the process of

uncovering consumer perceptions and attitudes involves defining the problem, developing a

research plan, collecting the information, analyzing the information, and making a strategic

decision.(Keller, 2006)


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4.5.1. The Mar keting Research Process

A solid marketing research plan begins with a definition of the problem it wishes to

solve. Often that problem is centered on a set of consumer perceptions. For example, a company

that wishes to re-brand a line of tortilla chips due to lagging sales will design a research plan

whose objective is to uncover the perceptions and attitudes that are driving the lack of sales

volume. A secondary objective of such a research plan might be uncovering what types of tortilla

chip attributes, including flavor and package design, will cause consumers to purchase the brand

over the competition. Another important step in the research process is determining what types

of methods will be used.

4.5.2. Research Methods

When conducting marketing research, two types of data sources are used. A good

researcher will use a combination of both primary and secondary data. Secondary data involves

the use of existing research that was conducted by someone else for another purpose. Primary

data is new research that is gathered for the specific research problem at hand. There are several

methods in which to collect primary data. Those methods include observation, focus groups,

surveys, behavioral data, and experimental research.

4.5.3.

Quant itati ve Measures

A popular method of measuring consumer perceptions and attitudes is the survey. A

survey consists of closed-end and open-end questions that prompt consumers to reveal thoughts

about a particular company, a product category, a product idea, or a purchase situation. A Likert

scale is a widely used question format that asks consumers to numerically rate whether they

agree or disagree with a particular statement. Likert scales are used to measure consumer

attitudes. Respondents indicate whether they have a positive or negative attitude towards a

statement and the responses are weighted by researchers using a numerical scale. For example, aquestion in the Likert scale format might ask survey respondents whether they believe that airline

fees for checked luggage is appropriate. Respondents indicated whether they strongly disagree,

disagree, are neutral, agree, or strongly agree.


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4.5.4. Qual itative Methods

Qualitative research methods mainly involve observational techniques or open-end

questions. Consumer shopping patterns may be tracked and observed with or without direct

permission. Actual purchase patterns and how the purchase decisions were made reveal potential

perceptions about a brand of toothpaste or a promotional incentive. Open-end focus group

questions might ask participants to give opinions about the taste of a newly developed product.

Opinion data collected through qualitative methods are then analyzed to determine why a

consumer might choose one particular product over another.

4.6. Sportswear I ndustry of I ndia

4.6.1. The Expanding Market Segment

Indias sportswear market has evolved from a niche segment, which was exclusively

aimed at sportspersons, to a burgeoning consumer sector. The industry has witnessed rapid

growth over the past few years, driven by growth in income levels, changing lifestyles and the

entry of foreign players after liberalization. The ever-increasing popularity of cricket, combined

with the growing interest in sports such as football, hockey and tennis, has contributed to the

growth of the functional sportswear market in the country. In addition to this, the trend of using

sportswear as casual wear has expanded the definition of target consumers for leading brands.

Some brands also offer collections to cater to this demand for casual wear.(SartorialViews, 2012)

4.6.2.

Market Overview

The sportswear retail market in India is estimated at INR365.8 billion and is expected to

grow at a robust CAGR of 33% during 20102014. The market includes sports apparel, footwear

and accessories, with footwear being the largest segment, accounting for around 60% of the total

market. The countrys sportswear segment is largely unorganized with organized players

constituting only around 30% of the market. Franchised exclusive brand outlets (EBOs) andmulti-brand outlets form the core retail channels for sportswear in India.

In 1994, Nike entered the Indian market through a licensing arrangement with Sierra

Industrial Enterprises Pvt. Ltd. The company later established a wholly owned subsidiary in

India in 2004.Today, the organized sportswear market in India is dominated by the big four


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(Adidas, Reebok, Nike and Puma) global players, which have over 80% market share of the

organized market, with several others such as Fila and Lotto ramping up their presence.These

brands face competition from multi-brand sportswear retailers such as Planet Sports and Royal

Sporting House (RSH).

4.6.3.

Major Sports Brands of I ndia

Company Apparel Footwear Accessories

India

Bata

Liberty

Woodland

Planet Sports

International

Adidas AG

Nike Inc

Reebok International Ltd.

Puma AG

Fila

Lotto Sport Italia

Rockport

Kappa

Skechers USA Inc

Royal Sporting House (RSH

The Indian sportswear market is poised for strong growth over the next few years.

Several factors, including a booming middle-class population, a paradigm shift in consumers

attitude to health and fitness, an increase in the number of sports events and the growth of

organized retail are driving this market. Recent changes in government regulations on FDI in

retail, passed by the Union Cabinet, are expected to give a further impetus to the organized

sportswear market. The Government has increased FDI in single-brand retail from 51% to 100%

with conditions largely around domestic sourcing.


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4.6.4. Key chal lenges

However, the domestic sportswear industry is facing several challenges, including the

following:

Counterfeiting

Counterfeiting is one of the biggest challenges sportswear brands are facing in India

today. Unorganized players imitate product styles, brand logos and names, which adversely

impacts the brand equity and sales brands.

Low Parti cipation in Sports

Although there is high viewership of sports (particularly cricket) in India, participation

continues to be low, with only an estimated 1% of the population engaging in sporting activities.

Therefore, in line with this market reality, several sports brands have positioned themselves as

lifestyle instead of fitness brands.

Rising costs

In the Union Budget 2011, the Government revised optional excise duty for readymade

garments and made-up textiles, and levied a 10% mandatory excise tax on all branded apparel

manufacturers. As a result, branded garments, including sportswear apparel, are likely to witness

a price increase of 5%10%.

Unorgani zed market

Players face major competition from unorganized players that constitute around ~70% of

the overall sportswear market, since the latter have a significant advantage over their organized

counterparts in pricing.

4.6.5.

Emerging Trends in Sportswear Market

Onli ne shopping

Increasing penetration of the internet in India is fueling the growth of online shopping.

Brands such as Reebok (www.shop4reebok.com) and Lotto (shop.in.lottosport.com) have


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initiated their online shops in India. Companies such as Puma and Nike have partnered with

online retailers such as Myntra and Jabong to expand their distribution beyond conventional

multi-brand outlets and large retailers.

Sports merchandising

Sports merchandising is an emerging concept in India. Brands have successfully tapped

the market by associating themselves with popular sports such as cricket, and using popular

sportspersons as their brand ambassadors for clothes, shoes and other products. Moreover, with

the debut of new sports such as Formula 1 (F1), brands such as Puma have begun stocking

collections inspired by F1 racing. Nike, the official apparel sponsor of the Indian National

Cricket Team since 2005, has extended its contract with the Board of Control for Cricket in India

(BCCI) for a period of five years. Other brands such as Reebok, Lotto and Puma are also cashing

in on the popularity of cricket by hopping on to the IPL bandwagon.

Product innovation

The sportswear industry has been witnessing significant innovation in the premium as

well as the mass segment. Brands such as Reebok have introduced new products such as

Easytone and Zigtech, and Nike the DriFIT apparel technology.

L if estyle positi oning

The sports lifestyle business has been growing at 30%40% per annum. Players are

increasingly positioning their sportswear brands as lifestyle products by collaborating with well-

known designers such as Manish Malhotra, Shantanu, Nikhil and Aki Narula. Other apparel

retailers such as S Kumars Nationwide and Reliance Retail have also forayed into the lifestyle

sportswear market.

Targeting hot spots of consumption

Having covered large cities, sportswear brands are now trying to ramp up their presence

in tier-II and tier-III cities. Companies are using a reduced pricing and localization strategy to

drive sales in these cities. In addition to investing in brick-and-mortar stores, they are also


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reaching out to these cities through online channels that are contributing increasingly to the

overall revenues of such players.

4.6.6.

Key Dr ivers

4.6.7. Futur e outlook

Today, India has become a strategic market and offers strong growth opportunities to

sportswear brands. Several of them are trying to strengthen their presence in the country by

expanding their retail footprint and driving their volume growth. Furthermore, the recent

regulatory changes made in FDI in single brands are expected to give a further impetus to

sportswear brands.

5. CONCEPTS AND THEORIES

5.1.

Convenience Sampling

Convenience sampling is a statistical method of drawing representative data by selecting

people because of the ease of their volunteering or selecting units because of their availability or

easy access. The advantages of this type of sampling are the availability and the quickness with

which data can be gathered. The disadvantages are the risk that the sample might not represent

Awarenessof health

and fitness

Growingmiddleclass

population

Increase insportingevents

Growth inorganized

retail


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the population as a whole, and it might be biased by volunteers. For example, a study to

determine the average age and sex of gamblers at a casino that is conducted for three hours on a

weekday afternoon might be overrepresented by elderly people who have retired and

underrepresented by people of working age. This is also called accidental sampling. (What is

Convenience Sampling?)

5.2.

Hypothesis Testing

A statistical hypothesis test is a method of making decisions using data from a scientific

study. In statistics, a result is called statistically significant if it has been predicted as unlikely to

have occurred by chance alone, according to a pre-determined threshold probability, the

significance level. The phrase "test of significance" was coined by statistician Ronald Fisher.

These tests are used in determining what outcomes of a study would lead to a rejection of thenull hypothesis for a pre-specified level of significance; this can help to decide whether results

contain enough information to cast doubt on conventional wisdom, given that conventional

wisdom has been used to establish the null hypothesis. The critical region of a hypothesis test is

the set of all outcomes which cause the null hypothesis to be rejected in favor of the alternative

hypothesis (Kaye & Freedman, 2011). Statistical hypothesis testing is sometimes called

confirmatory data analysis, in contrast to exploratory data analysis, which may not have pre-

specified hypotheses. Statistical hypothesis testing is a key technique of frequentist inference.

Statistical hypothesis tests define a procedure that controls (fixes) the probability of

incorrectly deciding that a default position (null hypothesis) is incorrect based on how likely it

would be for a set of observations to occur if the null hypothesis were true. Note that this

probability of making an incorrect decision is not the probability that the null hypothesis is true,

nor whether any specific alternative hypothesis is true. This contrasts with other possible

techniques of decision theory in which the null and alternative hypothesis are treated on a more

equal basis. One naive Bayesian approach to hypothesis testing is to base decisions on the

posterior probability (Schervish, 1996). But this fails when comparing point and continuous

hypotheses. Other approaches to decision making, such as Bayesian decision theory, attempt to

balance the consequences of incorrect decisions across all possibilities, rather than concentrating

on a single null hypothesis. A number of other approaches to reaching a decision based on data

are available via decision theory and optimal decisions, some of which have desirable properties,


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yet hypothesis testing is a dominant approach to data analysis in many fields of science.

Extensions to the theory of hypothesis testing include the study of the power of tests, which

refers to the probability of correctly rejecting the null hypothesis when a given state of nature

exists. Such considerations can be used for the purpose of sample size determination prior to the

collection of data.

5.3.

Chi Square Test

A chi-squared test, also referred to as chi-square test or w test, is any statistical hypothesis

test in which the sampling distribution of the test statistic is a chi-squared distribution when the

null hypothesis is true. Also considered a chi-squared test is a test in which this is asymptotically

true, meaning that the sampling distribution (if the null hypothesis is true) can be made to

approximate a chi-squared distribution as closely as desired by making the sample size largeenough.

One case where the distribution of the test statistic is an exact chi-squared distribution is the

test that the variance of a normally distributed population has a given value based on a sample

variance. Such a test is uncommon in practice because values of variances to test against are

seldom known exactly. (Corder, 2009)

If a sample of size n is taken from a population having a normal distribution, then there is a

result (see distribution of the sample variance) which allows a test to be made of whether the

variance of the population has a pre-determined value. For example, a manufacturing process

might have been in stable condition for a long period, allowing a value for the variance to be

determined essentially without error. Suppose that a variant of the process is being tested, giving

rise to a small sample of n product items whose variation is to be tested. The test statistic T in

this instance could be set to be the sum of squares about the sample mean, divided by the

nominal value for the variance (i.e. the value to be tested as holding). Then T has a chi-squared

distribution with n 1 degrees of freedom. For example if the sample size is 21, the acceptance

region for T for a significance level of 5% is the interval 9.59 to 34.17. (Weisstein, 2012)


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5.4. Pie Chart

A pie chart (or a circle graph) is a circular chart divided into sectors, illustrating numerical

proportion. In a pie chart, the arc length of each sector (and consequently its central angle and

area), is proportional to the quantity it represents. While it is named for its resemblance to a pie

which has been sliced, there are variations on the way it can be presented. The earliest known pie

chart is generally credited to William Playfair's Statistical Breviary of 1801. (Cleveland, 1985)

Pie charts are very widely used in the business world and the mass media. However, they have

been criticized, and many experts recommend avoiding them, pointing out that research has

shown it is difficult to compare different sections of a given pie chart, or to compare data across

different pie charts. Pie charts can be replaced in most cases by other plots such as the bar chart.

6. RESULTS AND ANALYSIS

6.1.

SWOT Analysis

SWOT analysis is a tool that identifies the strengths, weaknesses, opportunities and

threats of an organization. SWOT is a basic, straightforward model that assesses what an

organization can and cannot do as well as its potential opportunities and threats

(INVESTOPEDIA). SWOT Analysis of Planet Sports has been done based on observation of

Planet Sports stores and EBOs of major sports brands of India. Various articles regarding Indian

Sportswear industry were also gone through.

Strength

Planet Sports is India's largest multi-brand sports and lifestyle specialty retail chain

Planet Sports stores have extensive offerings for sportswear and equipment across all

categories as well as other lifestyle products

Planet Sports belongs to a Strong Parent Company Future Group which has a strongRetail Presence in India

Strong and Experienced Vendor Base throughout Categories

A well-equipped Design Team

A wide channel for distribution (Sale perspective) of Merchandise across India

Wide presencein India covering major citiesand towns


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Variety of products and brands under single window increasing the chances of

customer time and choices

Planet Sports provides sports offerings to Indian consumersand augment Indias sports

culture

Weakness

Lower Price Points for Agency Brands resulting in high quantity sales but lesser turn-

over (Opportunity Loss)

Smaller Stores as Compared to other Lifestyle retail Formats

Lower awareness Level of the new agency brands in Customers

Less of promotional activities done by Planet Sports and not much of advertisement

Less knowledgeable sales representatives Lack of motivation amongst sales representatives

Excessive inventory

Lack of Space within the store

Inappropriate music being played in the store

Static and less attractive window display

Unplanned, scattered and clumsy merchandise display within the store

Opportunity

Growing awareness of sports and fitness among the population in India, especially in

Metros

Changing Lifestyle and increase in per capita income of India

Product expansion in areas like sports accessories and equipment (soccer ball,

mountaineering equipment etc.) which may give high profit

Opening more stores in tier II cities

Enhance brand visibilityby collaborating with major sports academiesand national

sports eventsacross India for nurturing young talent

Online promotion and activitiesto enhance newly launched brand awareness

Training sessions for the sales representatives regarding product specification and

SOPof the store


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Threat

100% FDI in single Brand Retail causing more Brands setting up their own Exclusive

Outlets

Harsh competitionand to keep-up with the competitions efforts will cost a lot of money

and pressureon marketing and R&D

Footwear market is highly competitive, major competition from low end brands

available online

Fake imitations and replicasof renowned brands and logosoften cause a problem

Adaption of new techniques and innovationin the EBOsof the major sports brands

6.2. Research Results

6.2.1.

Demographic I nformation

6.2.1.1. Gender

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 298 83.5 83.5 83.5

Female 59 16.5 16.5 100.0

Total 357 100.0 100.0

6.2.1.2.

Age Group

Age


Cumulative

Percent

Valid Under 20 Years 74 20.7 21.3 21.3

20-25 Years 117 32.8 33.7 55.0

26-30 Years 44 12.3 12.7 67.7

31-40 Years 64 17.9 18.4 86.2

41-50 Years 31 8.7 8.9 95.1

51-60 Years 13 3.6 3.7 98.8

Above 60 Years 4 1.1 1.2 100.0

Total 347 97.2 100.0


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Missing System 10 2.8

Total 357 100.0

6.2.1.3. Education Qualif ication

Education


Cumulative

Percent

Valid Under High School 7 2.0 2.0 2.0

High School 60 16.8 16.9 18.8

Bachelor Degree 178 49.9 50.0 68.8

Master Degree 88 24.6 24.7 93.5

Doctorate Degree 12 3.4 3.4 96.9

Others 11 3.1 3.1 100.0

Total 356 99.7 100.0

Missing System 1 .3

Total 357 100.0

6.2.1.4. Occupation

Occupation

Frequency Percent Valid PercentCumulative

Percent

Valid Student 134 37.5 38.0 38.0

Housewife 17 4.8 4.8 42.8

Employee 128 35.9 36.3 79.0

Entrepreneur 30 8.4 8.5 87.5

Government Official 22 6.2 6.2 93.8

Others 22 6.2 6.2 100.0

Total 353 98.9 100.0


Total 357 100.0


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6.2.1.5. Monthly I ncome

MonthlyIncome


Cumulative

Percent

Valid Less than 20,000 103 28.9 36.8 36.8

20,000-30,000 60 16.8 21.4 58.2

30,001-40,000 37 10.4 13.2 71.4

40,001-50,000 21 5.9 7.5 78.9

50,001-60,000 16 4.5 5.7 84.6

More than 60,000 43 12.0 15.4 100.0

Total 280 78.4 100.0


Total 357 100.0

6.2.1.6.

Association with Sports Activity

SportActivitiesPerformed


Cumulative

Percent

Valid Yes 250 70.0 74.4 74.4

No 86 24.1 25.6 100.0Total 336 94.1 100.0


Total 357 100.0

Demographic Inference:The above table provides the insights of the demographic profile of the

respondents. The sample size for the study was of 357 respondents which includes 298 males and

59 females. Major population of the sample belongs to 20-25 years of age. 50% of the

respondents have bachelor degree as educational qualification and majorly the respondents areeither students or working as an employee. Major population of the sample lies in the monthly

income group of Less than 20,000 INR and 20,000-30,000 INR. 74.4% respondents are into

sports activities where it was found that the respondents associated with sport activities are

mostly into Football and Cricket.


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6.2.2. Store Location

Location


Cumulative

Percent

Valid North 126 35.3 35.3 35.3

East 126 35.3 35.3 70.6

West 105 29.4 29.4 100.0

Total 357 100.0 100.0

Inference:

The questionnaires were circulated among the stand alone stores of Planet Sports all over

India; however, data from three zones (i.e. North, East and West) could only be received and

analyzed. It is seen that 35.3% of the responds have come from the Northern part of India which

includes the stores of Delhi, NCR and Chandigarh and the Eastern part of India which includes

the stores of Kolkata, Ranchi, Siliguri and Shillong. 29.41% of responds have come from the

Western part of India which includes the stores of Pune.


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6.2.3. Bill ing Amount (in I NR)

The minimum billing amount was 99 INR and the maximum billing amount was 27636 INR. In

order to analyze the huge distribution of data points, the entire data set is divided in ten intervals.

And the dataset is recoded as follows:

Code Range

1 99-2853

2 2854-5606

3 5607-8360

4 8361-11114

5 11115-13868

6 13869-16621

7 16622-19375

8 19376-22129

9 22130-24882

10 24883-27636

Recoded Billing Amount


Cumulative

Percent

Valid 1.00 201 56.3 56.8 56.8

2.00 123 34.5 34.7 91.5

3.00 19 5.3 5.4 96.9

4.00 5 1.4 1.4 98.3

5.00 2 .6 .6 98.9

7.00 1 .3 .3 99.2

8.00 2 .6 .6 99.7

10.00 1 .3 .3 100.0

Total 354 99.2 100.0

Missing System 3 .8

Total 357 100.0


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Inference:

The above graph clearly shows that maximum (56.78%) billing amount is from 99-2853 INR

and 34.75% respondents made purchase of 2854-5606 INR. It is clear from the figures that thereis a huge potential of the products which are priced below 6000 INR.

6.2.4. Consumer Perception of Planet Sports

6.2.4.1. Shopping f requency

ShoppingFrequency


Cumulative

Percent

Valid Once in a Month 131 36.7 36.9 36.9Once in Six Months 144 40.3 40.6 77.5

Once in a Year 44 12.3 12.4 89.9

More Frequently 36 10.1 10.1 100.0

Total 355 99.4 100.0

Missing System 2 .6

Total 357 100.0


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Inference:

The above graph and tables shows the shopping frequency of the respondents. Major

population of the sample (40.56%) visit Planet Sports once in six months and 36.9% visit Planet

Sports once in a Month. From the above data we can infer that there is a major possibility of a

customer to visit Planet Sports is six times in six months.

6.2.4.2. Preferred product type

PreferredProductType


Cumulative

Percent

Valid Apparels 73 20.4 20.6 20.6

Footwear 150 42.0 42.3 62.8

Accessories 27 7.6 7.6 70.4

Sports Equipment 38 10.6 10.7 81.1

All 8 2.2 2.3 83.4

Apparels & Footwear 59 16.5 16.6 100.0

Total 355 99.4 100.0

Missing System 2 .6


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Inference:

The above graph shows that the Planet Sports 42.3% customers purchase Footwear and

20.5% population of the sample purchase apparels from the store. 7.6% of the respondents

purchase sports equipments and it is seen that 16.6% respondents purchase both Apparels and

Footwear. From the data it can be inferred that the management can mainly focuson the footwear

and apparels category. The accessories and sports equipments section should offer moreversatility in terms of product offerings and price points so as to attract the customers to the

mentioned departments.


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6.2.4.3. Planet sports visibil ity in media

Planet sports visibility in media


Cumulative

Percent

Valid Newspaper 20 5.6 5.7 5.7

Hoardings 74 20.7 21.2 26.9

Friends 197 55.2 56.4 83.4

Others 58 16.2 16.6 100.0

Total 349 97.8 100.0


Total 357 100.0

Inference:

The above pie chart shows that 56.4% of the population from the sample size gets to know

about the store from friends through word-of-mouth communication process. A major section of

the respondents i.e. 16.62% says that they got to see the store through walk in to the shopping

area or the mall. It is clear from the data that the management should increase the promotion and

branding of the store and its agency brands in the print and visual media so as to increase the

awareness.


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6.2.4.4. Dr iving factor of making a purchase

DrivingFactor


Cumulative

Percent

Valid Low Price 35 9.8 9.9 9.9

Better Quality 130 36.4 36.8 46.7

Variety of Products 131 36.7 37.1 83.9

Various Brands 51 14.3 14.4 98.3

Others 6 1.7 1.7 100.0

Total 353 98.9 100.0


Total 357 100.0

Inference:

The above table of data and the bar graph represent the driving factors which influence the

customer to purchase from Planet sports. 36.83% and 37.11% of the sample says they find better

quality and a variety of products respectively in the Planet Sports stores.


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6.2.4.5. Amount spent per shopping

Inference:

The above graph represents the approximate amount that a customer spends during shopping.

It is seen that 23.45% of the respondents shop within the price bracket of 2501-3500 INR. A

major section of the respondents (20.62%) spends 1500-2500 INR while shopping. It was seen

that the respond percentages are almost equal within the range of 1500 to 5500 INR which

supports the percentage variation of the billing amount distribution.


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6.2.4.6. Product range under product categories

Inference:

The above graph answers whether the customers finds wide range of products in one product

category. 68.56% of the sample agrees that Planet Sports provide wide range of products in one

product category. 20.11% of the sample says there are not many options in product categories

where 7.082% completely disagrees with the fact that Planet Sports provide wide range of

products in one product category.


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6.2.4.7. Sales representatives interaction

Sales representatives interaction


Cumulative

Percent

Valid Effective 162 45.4 45.6 45.6

Not Effective 2 .6 .6 46.2

Good 190 53.2 53.5 99.7

No Interaction 1 .3 .3 100.0

Total 355 99.4 100.0

Missing System 2 .6

Total 357 100.0

Inference:

The above graph tells about the sales representatives interaction within the store. Whetherthe interaction is effective enough to make a purchase decision or not is aimed to be found out

from the above data. 45.63% sample says that the interaction was effective and 53.52% says that

it was good enough to make a purchase decision. The data gives a very strong and positive

feedback regarding the sales representatives interaction in the store.


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6.2.4.8. Satisfaction after purchase

Satisfaction


Cumulative

Percent

Valid Yes 352 98.6 98.6 98.6

No 5 1.4 1.4 100.0

Total 357 100.0 100.0

Inference:

The above table and graph represent whether the customer feels satisfied after they make a

purchase from Planet Sports. 98.6% of the sample says that they feel satisfied after shopping atPlanet sports which is again a very positive indication regarding the store from the consumers

point of view.


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6.2.4.9. Product quality

ProductQuality


Cumulative

Percent

Valid Excellent 197 55.2 55.6 55.6

Average 145 40.6 41.0 96.6

Below Average 12 3.4 3.4 100.0

Total 354 99.2 100.0

Missing System 3 .8

Total 357 100.0

Inference:

The above table and graph show the customers view on how Planet Sports is maintaining

product quality compared to the other retail stores. A scale of three heads (excellent, average &

below average) is given to get response. 55.65% respondents say that they find the quality of the

Planet Sports store excellent and 40.96% respondents say that they find it average.


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6.2.4.10. Store rating

Statistics

RatingPS

N Valid 346

Missing 11

Mean 3.6301

Inference:

The above table and graph give the overall rating of the Planet Sports store compared to other

similar stores that offer sports products. A scale of five heads (1 to 5 representing low rating to

high) is given to get response. This includes all possible factors like ambience, look, smell, the

overall experience inside the store etc. 41.62% respondents rated Planet Sports between average

and high, however, the mean value comes out to be 3.63 from which it can be inferred that Planet

Sports store gets high rating from its customers.


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6.2.5. Newly launched brand recogni tion & awareness level

6.2.5.1. I f heard of the brands

U/CHeard


Cumulative

Percent

Valid Yes 224 62.7 65.1 65.1

No 120 33.6 34.9 100.0

Total 344 96.4 100.0


Total 357 100.0

Inference:

The above table and graph indicate if the customer heard about the newly launched brands

(i.e. Umbro and Champion) ever. The result shows that 65.12% of the respondents heard about

the brands and 34.88% never heard about these two brands.


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6.2.5.2. How often heard about the brands

Statistics

UCHowOftenHeard

N Valid 326

Missing 31

Mean 2.2730

Inference:

The above table and graph indicate if the customer heard about the newly launched brands

(i.e. Umbro and Champion), how often they heard about it. 51.84% respondents say that it was

moderately often that they heard of the brands. A huge section of the respondents (37.73%) say

that it was not at all often that they heard about the brands.


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6.2.5.4. Famili arity with the brands

Statistics

UCFamiliar

N Valid 336

Missing 21

Mean 2.1280

Inference:

The above table and graph give the data ofhow familiar the customer is with the newly

launched brands. Familiarity simply means the presence of knowledge (concept, product range

etc) regarding the brands. A scale of three heads (extremely familiar, moderately familiar and not

at all familiar) is given to get response. 65.18% respondents were moderately familiar with the

brands. The mean value (2.13) of the result supports the data.


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6.2.5.5. Brand visibili ty in media

Brand visibility in media


Cumulative

Percent

Valid Newspaper 56 15.7 16.3 16.3

Hoardings 61 17.1 17.8 34.1

Television 63 17.6 18.4 52.5

Never Seen 122 34.2 35.6 88.0

Others 41 11.5 12.0 100.0

Total 343 96.1 100.0


Total 357 100.0

Inference:

The above table and graph give the data of visibility of the newly launched brands in Media.

35.57% respondents never saw the advertisements of Umbro& Champion anywhere. 18.37% and

17.78% respondents say that the brands were visible on TV and hoardings respectively.


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6.2.5.6. I f the brands were used

If the brands were used


Cumulative

Percent

Valid Yes 154 43.1 44.5 44.5

No 192 53.8 55.5 100.0

Total 346 96.9 100.0


Total 357 100.0

Inference:

The above table and graph answers if the respondent has ever used the brands Umbro&

Champion. 55.49% respondents never used the brands Umbro and Champion and 44.51% says

that they have used the brands.


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6.2.5.7. Satisfaction if used alr eady

UCSatisfactionLevel


Cumulative

Percent

Valid Extremely Satisfied 59 16.5 27.1 27.1

Moderately Satisfied 133 37.3 61.0 88.1

Not at all Satisfied 26 7.3 11.9 100.0

Total 218 61.1 100.0


Total 357 100.0

Inference:

The above table and graph answers if the respondent has ever used the brands Umbro&

Champion, whether they are satisfied with the products of the brands. 61.01% population of the

sample who had used the brands says that they are moderately satisfied with the new brand(s).


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6.2.5.8. Preferred pri ce range for Performance shoes and L ifestyle shoes

Sports Shoe Performance PreferredPriceCategory


Cumulative

Percent

Valid Less than 2000 59 16.5 18.4 18.4

2000-3000 123 34.5 38.4 56.9

3001-4000 78 21.8 24.4 81.3

4001-5000 38 10.6 11.9 93.1

5001-6000 15 4.2 4.7 97.8

6001 and Above 7 2.0 2.2 100.0

Total 320 89.6 100.0


Total 357 100.0

Inference:

The above table and graph give the data regarding the preferred price range a customer is

willing to pay for one unit of Performance sports shoes (running, training etc). The result says

the price bracket of 2000-3000 INR is most preferred price range for the same. 24.38%

respondents were also willing to spend 3001-4000 INR for the same category.


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Sports Shoe Lifestyle ProfferedPriceCategory


Cumulative

Percent

Valid Less than 2000 57 16.0 20.9 20.9

2000-3000 106 29.7 38.8 59.7

3001-4000 60 16.8 22.0 81.7

4001-5000 33 9.2 12.1 93.8

5001-6000 10 2.8 3.7 97.4

6001 and Above 7 2.0 2.6 100.0

Total 273 76.5 100.0


Total 357 100.0

Inference:

The above table and graph give the data regarding the preferred price range a customer is

willing to pay for one unit of lifestyle sports shoes (casual). The result says the price bracket of

2000-3000 INR is most preferred price range for the same. Almost similar percentage of

respondents is ready to pay 3001-4000 INR and Less than 2000 INR for the same category.


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6.2.5.9. Category wise most preferred brands


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Inference:

The above graphs show the most preferred brand for the Apparels, Footwear and Accessories

categories. According to the result Nike is the most preferred brand as 41.27%, 46.65% and

38.78% respondents choose Nike for apparels, footwear and accessories respectively.Respondents have chosen Umbro more than Champion as preferred brand, however the

percentage of both brands are very less than the brands leading the list.


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6.2.5.10. L ikeli ness of recommendation

Statistics

UCRecommendation

N Valid 287

Missing 70

Mean 4.9199

UCRecommendation


Cumulative

Percent

Valid 1.00 21 5.9 7.3 7.3

2.00 27 7.6 9.4 16.7

3.00 38 10.6 13.2 30.0

4.00 41 11.5 14.3 44.3

5.00 55 15.4 19.2 63.4

6.00 37 10.4 12.9 76.3

7.00 22 6.2 7.7 84.0

8.00 19 5.3 6.6 90.6

9.00 14 3.9 4.9 95.5

10.00 13 3.6 4.5 100.0

Total 287 80.4 100.0


Total 357 100.0


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Inference:

The above graph and tables give the information about how likely the customer would

recommend the newly launched brands to the peer groups. In order to get the respond a ten point

scale was used. And the mean value comes out to be 4.91 which tell that the recommendation

chance is neither extremely likely nor not at all likely as the mean value lies almost at the center

of the data range.


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6.2.6. Dependency (Chi -square) Tests of vari ables (at 95% conf idence level)

6.2.6.1. Dependency of the often purchased product typewith customers sports

involvement

Variables:

The often purchased product type

Customers sports involvement

Hypothesis:

H0: The often purchased product type does not depend on customers sports involvement

H1: The often purchased product type depends on customers sports involvement

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

PrefferedProductType *


334 93.6% 23 6.4% 357 100.0%

PrefferedProductType * SportActivitiesPerformedCrosstabulation

Count


TotalYes No

PrefferedProductType Apparels 56 11 67

Footwear 106 39 145

Accessories 18 7 25

Sports Equipment 29 7 36

All 5 2 7

Apparels & Footwear 34 20 54

Total 248 86 334


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Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)Pearson Chi-Square 7.594

a 5 .180

Likelihood Ratio 7.673 5 .175

Linear-by-Linear

Association

4.078 1 .043

N of Valid Cases 334

a. 1 cells (8.3%) have expected count less than 5. The minimum

expected count is 1.80.

As the Pearson Chi square significant value is greater than the test significant value (0.05), we accept

null hypothesis.

Inference: The often purchased product type does not depend on customers sports involvement.


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6.2.6.2. Dependency of the billing amountwith customers monthly income

Variables:

Billing Amount

Customers monthly income

Hypothesis:

H0: The billing amountdoes not depend on customers monthly income

H1: The billing amountdepends on customers monthly income


Cases

Valid Missing Total


Recoded Billing Amount *

MonthlyIncome

277 77.6% 80 22.4% 357 100.0%


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As the Pearson Chi square significant value is greater than the test significant value (0.05), we acceptnull hypothesis.

Inference: The billing amount does not depend on customers monthly income.

6.2.6.3.

Dependency of the driving factor for purchase with customers occupation

Variables:

The driving factor for purchase

Customers occupation

Hypothesis:

H0: The driving factor for purchase does not depend on Customers occupation

H1: The driving factor for purchase depends on customers occupation


Cases

Valid Missing Total


DrivingFactor * Occupation 350 98.0% 7 2.0% 357 100.0%


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DrivingFactor * Occupation Crosstabulation

Count

Occupation

TotalStudent Housewife Employee Entrepreneur

Government

Official Others

DrivingFactor Low Price 19 3 7 1 3 2 35

Better Quality 43 4 61 9 5 6 128

Variety of Products 51 5 36 15 14 9 130

Various Brands 19 3 21 4 0 4 51

Others 2 1 2 0 0 1 6

Total 134 16 127 29 22 22 350

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 32.036a 20 .043

Likelihood Ratio 34.599 20 .022Linear-by-Linear

Association

.861 1 .353



expected count is .27.


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As the Pearson Chi square significant value is greater than the test significant value (0.05), we acceptnull hypothesis.

Inference: The driving factor for purchase does not depend on Customers occupation

6.2.6.4.

Dependency of the satisfaction factor with customers sports involvement

Variables:

The satisfaction factor

Customers sports involvement

Hypothesis:

H0: The satisfaction factordoes not depend on customers sports involvement

H1: The satisfaction factor depends on customers sports involvement


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Cases

Valid Missing Total


Satisfaction *


336 94.1% 21 5.9% 357 100.0%

Satisfaction * SportActivitiesPerformedCrosstabulation

Count


TotalYes No

Satisfaction Yes 247 84 331

No 3 2 5

Total 250 86 336

Chi-Square Tests

Value dfAsymp. Sig. (2-

sided)Exact Sig. (2-

sided)Exact Sig. (1-

sided)

Pearson Chi-Square .553a 1 .457

Continuity Correctionb .052 1 .820

Likelihood Ratio .503 1 .478

Fisher's Exact Test .606 .380

Linear-by-Linear

Association

.551 1 .458



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As the Pearson Chi square significant value is greater than the test significant value (0.05), we accept null hypothesis.

Inference: The satisfaction factor does not depend on customers sports involvement

6.2.6.5. Dependency of the often purchased product type with customers age

Variables:


Customers age

Hypothesis:

H0: The often purchased product type does not depend on customer s age

H1: The often purchased product type depends on customers age


Cases

Valid Missing Total


PrefferedProductType * Age 345 96.6% 12 3.4% 357 100.0%


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Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)



Linear-by-Linear

Association

9.733 1 .002



expected count is .09.

PrefferedProductType * Age Crosstabulation

Count

Age

TotaUnder 20 Years 20-25 Years 26-30 Years 31-40 Years 41-50 Years 51-60 Years Above 60 Years

PrefferedProductType Apparels 16 32 8 9 7 0 0

Footwear 43 42 19 23 11 7 1 1

Accessories 1 9 5 7 2 1 0

Sports Equipment 7 10 5 10 2 1 3

All 1 3 1 2 0 1 0

Apparels & Footwear 6 21 5 12 9 3 0

Total 74 117 43 63 31 13 4 3


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Inference: The often purchased product type does not depend on customers age


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6.2.6.6. Dependency of the often purchased product typewith customers gender

Variables:


Customers gender

Hypothesis:

H0: The often purchased product type does not depend on customers genderH1: The often purchased product type depends on customers gender


Cases

Valid Missing Total


PrefferedProductType *

Gender

355 99.4% 2 .6% 357 100.0%


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PrefferedProductType * Gender Crosstabulation

Count

Gender

TotalMale Female

PrefferedProductType Apparels 59 14 73

Footwear 130 20 150

Accessories 21 6 27

Sports Equipment 33 5 38

All 8 0 8

Apparels & Footwear 45 14 59

Total 296 59 355

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)



Linear-by-Linear

Association

.671 1 .413



expected count is 1.33.


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Inference: The often purchased product type does not depend on customersgender


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6.3. Research Analysis

The previous chapter focused on the research results of the questionnaire survey. In this part

the outcome from the results, suggestions for improvements as well as general conclusions are

going to be discussed. The purpose of this paper is to find out how the companys existing

customers perceive the store, how they experience the service they receive and the products they

are offered. The research revealed a very positive result, the customers service expectations are

met and surpassed and the existing customers have in general a very positive attitude towards

the atmosphere and image of the store. Nevertheless, the results also showed on aspects the

company can work on in the future in order to improve the custome rs perceptions even more.

This study may help the company to discover and learn more about their customers opinions

and perceptions. By doing so, the company can learn how to serve their customers even better in

the future.

6.3.1.

Consumer Perception of Planet Sports

On an overall basis the responses were very positive and the results showed on the strengths

the company possesses when it comes to product offerings, price, quality and service. While

analyzing the results the first weakness was the lack of female respondents, only 16.53% of the

respondents were female. The consumers are mostly 20-25 years of age and they are either

students or employees. Moreover, the monthly income of the customers is mostly less than

30,001 INR. So from the research it can be aptly said that college students and the young

professionals are the consumer base of Planet Sports. From the research it was also seen that the

customers are mostly into sports activities like Football, Cricket, and Volleyball etc. Above

information generates the need of focusing on the sport enthusiast youth and understanding the

needs and wants of that particular demographic segment.

The management can mainly focus on the footwear and apparels category as these two

categories are purchased more than the other categories. The accessories and sports equipment

section should offer more versatility in terms of product offerings and price points so as to attract

the customers to themselves. So other than anything else consumers perceive Planet Sports as a

store where a wide range of products of each product category of apparels and footwear are

offered. Mostly it was word-of-mouth by which customers got to know about planet sports. From


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marketing strategies and pricing strategies should meet the consumers expectations. These two

new brands can import the ideas, trends and technologies from the major sports brands of India

to divert consumers mind and to survive and expand the market shar

Consumer Perception of Planet Sports

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