Nike-High End Shoe Market Survey in Bangladesh.Doc

This report was collected from emailprotected com 01. INTRODUCTION 1. 1 Consumer Behavior The term consumer behavior is defined as the behavior that consumers display in searching for purchasing, using, evaluating & disposing of products & services that they expect exit satisfy their needs. Consumer behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption related items.That includes what they subvert, why they taint it, when they buy it, where they buy it, how often they buy it, how often they use it, how they evaluate it after the bribe and impact of such evaluation on future purchases & disposal. Nike enclothe atomic number 18 sold worldwide at game price. People tend to associate high price positively with good look & maximum performance. Because of the high price, before buying Nike shoes, raft undergo extensive information processing, i. e. ask friends or search the internet to find information about t he product. 1. Origin of deal The report has been prepared for Mr. Junaid Khan, faculty at School of Business in North South University as a requirement of MKT344 course. This report is compulsory for students majoring in marketing. 1. 3 Limitations We had faced many obstacles whilst carrying out the survey. Some of the limitations faced were as (a). The survey sample was 50 persons, which was a negligible amount to obtain spotless answer. (b). People were not eager to disclose their true income. (c). The survey was carried out in a posh area of Dhaka city i. . in Banani, thence leaving a huge number of respondents outside the survey. (d). Some people didnt read the questionnaire carefully and they gave results which may not reflect their true opinion. 02. investigate STRUCTURE 2. 1 Methodology In preparing this report we have used both qualitative & quantitative method. (a). Primary Data We collected primary information by carrying out a survey on 50 people. In the survey the re were 16 questions, all of them close ended. We carried out the survey in three days. (b). Secondary DataWe collected secondary entropy from the retail outlets. We collected a price list of Nike, Reebok & Adidas shoes from these outlets. 2. 2 Questionnaire Design The fair game sample was set up first before preparing the survey questionnaire. We choose the middle twelvemonth & upper class educated people as our respondents. Thats why we distri exactlyed our questionnaires among the students, faculties & people in North South University. The survey questionnaire was divided in three major parts i. e. demography, light about Nike & perceptual represent of Nike.In the demographic part we asked questions to determine the social class, age group & profession. In the perception section we developed questions in a way to light upon consumer perception about Nike itself, usage of Nike & Nike users. In the last part, perceptual mapping we requested the respondents to locate (i. e. 1, 2, 3 etc) Nike in wrong of price, quality & performance compared with other leading brands. Also we asked the respondents to rank features (in order of importance i. e. 1, 2, 3, 4 etc) that they would consider in buying Nike. 03. WHAT IS PERCEPTION? 3. 1 PerceptionPerception is defined as the process by which an individual select, organizes & interprets stimuli into a meaningful & coherent picture of the world. It can be described as how see the world around us. Indeed the study of perception is largely the study of what we subconsciously add to or subtract from raw sensory input to produce our own head-to-head picture of the world. Suppose two people being exposed to the same Nike product may perceive differently. One might perceive Nike shoes to be high in performance if he/she is satisfied using it, while the other person may perceive the same Nike shoe having low performance.This proves that perception varies from person to person. 3. 2 Product Positioning The essence of successful marketing is the image that a product or service has in the minds of consumers that is, its positioning. Positioning is to a greater extent measurable to the ultimate success of a product than are its actual characteristics. The core of effective positioning is a unique position that the product occupies in the minds of the consumer. (a). Positioning of Nike itself (1 = Very High, 2 = High, 3 = Average, 4 = Low, 5 = Poor) 1 2 3 4 5 Price 46% 42% 4% 2% 6% Brand Image 54% 42% 4% 0% 0% spirit 36% 42% 22% 0% 0% Satisfaction 26% 40% 30% 4% 0% Smartness 30% 42% 18% 2% 8% (b). Positioning of Nike in terms of users (1 = Strongly Agree, 2 = Agree, 3 = Neutral, 4 = Disagree, 5 = Strongly Disagree) 1 2 3 4 5 Rich People 50% 42% 8% 0% 0% Athletes 44% 40% 16% 0% 0% Satisfied Past Users 28% 38% 24% 10% 0% Brand Loyal Customers 30% 38% 20% 4% 8% (c). Positioning of Nike in terms of use Nike shoes are suitable for ( + 4 = Strongly agree, + 2 = Agree, 0 = Neither agree nor disagree, 2 = Disagree, 4 = Strongly Disagree) + 4 + 2 0 - 2 - 4 Only delight activities 24% 44% 8% 12% 12% Only Work activities 8% 12% 42% 16% 22% Sports & work 26% 40% 26% 4% 4% 3. 3 Perception & Purchase Based on perception the consumers purchase intentions occurs. How consumer perceives a product in terms of price, quality & status has a strong influence on purchase intentions & purchase satisfaction. In this section we have figured out only the future purchase intention of consumer about Nike. (a). Perception & Purchase ( + 4 = Definitely, + 2 = Probably, 0 = Uncertain, 2 = Probably will not, 4 = Definitely Will not) + 4 + 2 0 - 2 - 4 I will buy Nike next time I buy a shoe 10% 14% 44% 14% 18% I will buy a Nike shoe during next 6 months 10% 4% 36% 18% 32% I will recommend others to buy Nike 12% 24% 48% 6% 10% I will buy Nike for sports activities 20% 28% 20% 12% 20% 04. PERCEPTUAL MAPPING 4. 1 Perceptual MappingThe technique of perceptual mapping helps marketers de termine just how their products or service appears to consumers in resemblance to competitive brands on one or more relevant characteristics. It enables them to see gaps in the positioning of all brands in the product or service class and to identify areas in which consumer needs are not being adequately met. 4. 2 Price vs. Quality How consumers perceive the quality of a product is important agentive role in determining the purchase intention. If the product is not one of high quality the consumer may not be interested in puckish the product. Besides the quality of a product is a factor that sets the price that consumers are willing to pay. Fila Reebok Puma Nike Adidas Others Price 5 2 4 1 3 6 Quality 5 3 4 1 2 6 pic Figure (price vs. quality) From the diagram it is inferred that people perceive Nike as a high priced shoe with high quality. 4. 3 Price vs. Performance How a product is perceived by consumers in terms of performance (output) is a factor that affects the brand equ ity of the product and influence repeat purchase intention of consumers.If the consumer is not satisfied with the performance of a product, then it is likely that purchase will not be repeated & the manufacturer will not be able to maintain brand loyal customers. Fila Reebok Puma Nike Adidas Others Price 5 2 4 1 3 6 Performance 4 2 5 1 3 6 pic Figure (price vs. performance) From the diagram it seen that Nike is perceived as a high priced shoe with high performance. 05. FINDINGS (a). Demographic Part 01. Gender Male Female 66% 34% 02. Age Group 19-30 31-45 45 80% 16% 4% 03. Marital Status Married Unmarried 8% 92% 04.Education Level HSC A level Graduate Post Graduate doctorial 38% 10% 40% 10% 2% 05. Gross monthly family income (In Taka) 25,000-39,999 40,000-54,999 55,000-69,9999 70,000 30% 22% 20% 28% 06. Profession Student Government benefit Private Service Business Self Employed 76% 0% 18% 0% 6% 07. I live in a Rented kinsperson Own Apartment Rented Apartment Government Own House Hostel House 16% 26% 16% 6% 32% 4% 08. I reside in Motijheel Purana Paltan Segunbagicha Shantinagar Malibagh 0% 8% 2% 0% 4% Dhanmondi Mohammadpur Lalmatia Mirpur Gulshan 8% 8% 0% 10% 8% Banani DOHS Baridhara Uttara Others 4% 2% 2% 14% 30% (b). General Part 09. I recognize Nike by Logo Name Logo & Name 30% 6% 64% 14. I know about Nike from (Rank in order of importance i. e. 1,2,3 etc) TV Newspaper Billboards Magazine Internet Friends 1 6 5 2 3 4 15. If I buy Nike the most important feature to me would be (Rank in order of importance i. e. 1,2,3 ) Self Image Style Color Status 6 5 4 3 Price Need Fulfillment Original Country of Origin 8 2 1 7 16. Please rank the following brands based on price, quality & performance (i. e. 1, 2, 3 etc) Fila Reebok Puma Nike Adidas Others Price 5 2 4 1 3 6 Quality 5 3 4 1 2 6 Performance 4 2 5 1 3 6 06. SURVEY abstract Most of our respondents said they recognize Nike by logo and name, because Nike symbo ls along with their name are stamped on shoes worldwide and also on various garments.The announce emphasis of the use of Nike shoes by prominent sportsmen tends to make consumers feel that wearing Nike shoes is a form of smartness. The brand image is high because people who wear Nike shoes in general, are convinced that Nike keeps up to its standard and also after using Nike shoes, they are satisfied with the quality of the shoes and the consumption for which they bought the shoes. People think that price of Nike is high, because in comparison to other brands like Adidas, Reebok, Puma and Fila, the price is a bit on the high side. The price data collected from the outlets proved peoples perception to be true. Rich people because of their attempt to enhance their status symbol usually buy goods of reputed brands, so more rich people tend to buy Nike shoes.Athletes tend to buy Nike shoes because of the comfort and Nike has always promoted itself as being a sports oriented shoe compa ny. In its advertisement, Nike has used mostly sportsmen like Andre Agassi and Michel Jordan to convey this message. Nike shoes ensure high performance for various sports activities and are smooth when it comes to running or performing sports and are durable, so people tend to think that Nike is suitable mostly for sports activities. Brand loyal customers are used to the comfort in using Nike brand, but when using other brands they dont feel the same level of comfort or satisfaction that they get from Nike. As a reason they raise up to using Nike shoes and for them it is a status symbol.Majority of our respondents were reluctant to buy Nike shoe, although they perceived Nike having a high brand image, maybe of the high pricing of Nike shoes. Since they do not have much disposable income, they cannot afford to buy Nike shoe (yet they wish to buy) and resort to buying cheaper brands like Fila and Puma, although they know that the quality of Nike is much better. In Bangladesh because of the cable television, people are exposed to enormous amount of foreign medium. People are exposed to Nike shoes advertisement on foreign channels, so majority said they came to know about Nike shoes first on television. Also in Bangladesh a lot of foreign magazines including sports magazines are available. From these magazines, in hich Nike ads are depicted, people came to know a great deal about Nike shoes. In the Bangladeshi newspapers, there are hardly any ads of Nike shoes, so only a tiny portion of our respondents came to know about Nike shoes from newspaper The people in Bangladesh who intend to buy Nike first see whether the Nike shoe is authoritative. Consumers want original shoes because of their status and self-esteem and it helps them fulfill their ego need. Price comes last for these customers, because most consumers can afford the price. 07. CONCLUSION Nike manufacturers have tried to create a distinct positioning of the Nike shoe in terms of quality and satisfactio n in comparison to its other competitors i. e. Adidas, Reebok etc.People in Bangladesh have show Nike to be of high quality and to be of great satisfaction to them, but due to their income limitations, most of people are uncertain as to whether they will buy a Nike shoe now or in the near future. Manufacturers have tried to create a distinct image of Nike in consumers mind, which proved to be successful according to our survey result. From the survey we found that Nike is perceived as a high priced & high brand image shoe in the consumers mind. thus it can be said that Nike is a mega brand in Bangladesh, like it is in other parts of the world. 08. BIBLIOGRAPHY (i). www. nike. com (ii). Consumer Behavior, LEON, G. SCHIFFMAN AND LESLIE LAZAR, 8th Ed, Pearson Education, Singapore.