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The main purpose of this study is to know the students' motive to buy sport shoes. This study will aid in gaining insights in students' consumer behavior, motives behind purchase decision of sport shoes and understand the dynamics of purchase decision with regard to the sport shoes and thereby help in formulating customized marketing strategies.
Objective of the study:-
- To know the customer satisfaction level and their perception regarding different sport shoes.
- To know the motive behind purchasing the sport shoes.
- To know the consumer preference towards the sport shoes.
SCOPE OF THE STUDY:-
The scope of the study is confined to LPU CAMPUS (LSB).
NEED OF THE STUDY:-
One way in which research different from other forms of inquiry is that one needs to justify virtually everything that is done. Every aspect of the study design has influence on what will be learnt from the study--
- This study will aid in gaining insights in consumer behavior, to know the motives of the students in sport shoes and understand the dynamics of purchase decision regarding sport shoes.
- This study is an attempt to explore the consumer buying behavior towards sport shoes.
The final result is that, students take their decision to buy the sport shoes for their need as well as due to their social ego. In our finding we have seen that most of the people want to buy sport shoes due to recommend by other people. Students buy branded shoes because its premium price, different & good looks, and they feel self satisfaction with respect to their living environment. Most of the students are satisfied with sport shoes and they are likely to recommend it to others. Student want to buy only branded sport shoes from branded company.
The motive approach to personality assumes that behavior reflects a set of underlying needs. As a need becomes more intense, it is more likely to influence what behavior is done. Behavior is also influenced by press: external stimuli that elicit motivational tendencies. Needs vary in strength from moment to moment, but people also differ from each other in patterns of chronic need intensities. According to this viewpoint, this difference is the source of individual differences in personality. The motive to overcome obstacles and to attain goals. People with high levels of the achievement motive behave differently from those with lower levels in several ways: the kinds of tasks they prefer, the level of task difficulty they prefer, their degree of persistence, and their performance levels. The need for power the motive to be strong compared to other people has also been studied extensively. People who score high in this need tend to seek out positions of influence, to surround themselves with the trappings of power, and to become aroused when the groups they are guiding experience difficulties. People with high levels of the power motive tend to choose as friends people who aren't influential or popular, thereby protecting themselves from undesired competition. Power-motivated men prefer wives who are dependent, and these wives tend not to have their own careers. The power motive can lead to unpleasant forms of social influence unless it's tempered by a sense of responsibility. The need for affiliation, another need from Murray's list, is the desire to spend time with other people, to develop and maintain relationships. People who score high in this need are responsive to social influence, spend a relatively large proportion of their time communicating with other people, and when alone often think about being with others. People high in this need want warm, close, and communicative relationships with other persons. People with strong intimacy needs tend to spend more time in one-to-one interaction and less in groups. They tend to engage in interactions that involve lots of self-disclosure and are especially concerned about their friends' well-being. Recent research has also begun to investigate patterns of motives, such as inhibited power motive. This pattern is defined by having more of a need for power than a need for affiliation and by restraining the power need. People with this pattern do well in managerial careers, but the pattern has also been linked to political orientations preceding wars. Most of the emphases of this view on personality concerns needs and motives, but the theorists of this view also use other concepts in talking about behavior. Incentive value, the extent to which a given action will satisfy a given need for a person, helps to explain why people with the same need express the need in different ways. Expectancy, the apparent likelihood of success, helps determine whether people pursue incentives.
Review of literature
- Motives for purchase decision-making: combining attribution and functional approaches: (2001) - by “PAULA J.HAYNES1*andMARILYN M.HELMSâ€ ” The motivations which lead to consumer decisions have been given relatively little research attention, since motivations are difficult to quantify.
- Underdog consumption: An exploration into meanings and motives(2003)- by “Lee Phillip McGinnis and James W. Gentry” Department of Marketing, Washburn University, Henderson 310-K, 1700 SW College Ave, Topeka, KS 66621, United States. Department of Marketing, University of Nebraska Lincoln, Lincoln, NE 68588-0492, This article examines the motives for underdog support through in-depth interviews and a focus group.
- Uncovering retail shopping motives of Indian (2005) - by Pavleen Kaur, Raghbir Singh Journal:2007Volume:8Issue:2Page:128 - 138ISSN:1747-3616 Publisher:Emerald Group Publishing Limited. The retail boom in India brings tremendous opportunities for foreign as well as domestic players. The changing lifestyle of the Indian consumer makes it imperative for the retailers to understand the patterns of consumption. The article tells about the buying motives behavior of the Indian regarding retail shop
- Motives for and consequences of reading internet book reviews:(1998) - by Author(s):Yun Kuei Huang, Wen I. Yang Journal:The Electronic Library Year:2008Volume:26Issue:1This paper aims to present an exploratory investigation that was used to understand consumer motives for reading internet book reviews as well as the effects of these reviews on purchasing behavior.
- Predicting satellite radio adoption via listening motives, activity, and format preference. : (2000)-ByLin, Carolyn A. Publication:Journal of Broadcasting & Electronic MediaAs the 21st century begins, the radio industry remains largely unchanged in its content offerings. Radio's economic structure has been greatly transformed, however, by the liberation of license ownership restrictions stemming from 1996 Telecommunications Act. Large-scale ownership consolidation.
- Reference group influence on teenagers' consumer behavior (1995) - by Tárkányi Eszter, Józsa László, Széchenyi István University This paper gives a short review on the nature of reference group influence and points out the specific features of young people's consumer behaviour.
- Social entrepreneurship: understanding consumer motives for buying The Big Issue(2003) by Sally A. Hibbert *, Gillian Hogg, Theresa Quinn Correspondence to Sally A. Hibbert, Nottingham University Business School, Jubilee Campus, Wollaton Road, Nottingham, NG8 1BB, UK. This paper examines consumer response to a particular social entrepreneurship initiative, The Big Issue. Focusing on consumer motivation, the research explores the utilitarian value of the product as compared to the desire to help the homeless as the primary motivation for purchase. The research found that, although the utilitarian value partly motivated purchase.
- Peer influence on young adults' products purchase decisions (1998) by R Makgosa and K Mohube University of Botswana, Faculty of Business, Department of Marketing, Gaborone, Botswana. There are some people that an individual keeps in mind when making a purchase. Usually, such people disseminate opinions and other individuals are pressured into following their trend, becoming associated with them and using them as a standard of their purchase decisions. Such people are known as reference groups and they include entertainment figures, sports heroes, political leaders, parents, co-workers, teachers and peers.
- Do customer satisfaction and perceived motive fairness matter (2004) - by ChristianHomburg1WayneD.Hoyer2and NicoleKoschate1AbstractMost of the previous research on price changes has focused on price decreases. This article investigates the effects of price increases at an individual level. The authors argue those customers' reactions to price increases strongly driven by two factors: the magnitude of the price increase and the perceived fairness of the motive for the price increase.
- The Consumption Pattern of Indian Consumers (2007): Choice between Traditional lands Organized Retail Mridula S. Mishra Indian Institue of Foreign Trade organized retail has started to spread its roots in the Indian market since past one decade and is gradually making mark among all sections of the society. This paper tries to explore the way organized retail has dramatically changed not only the Indian traditional retailing structure by also the consumption behavior.
Introduction to the organization
Leather industry of India is the core strength of the Indian footwear industry. It is the engine of growth for the entire Indian leather industry and India is the second largest global producer of footwear after China. Reputed global brands like Florsheim, Nunn Bush, Stacy Adams, Gabor, Clarks, Nike, Reebok, Ecco, Deichmann, Elefanten, St Michaels, Hasley, Salamander and Colehaan are manufactured under license in India. Besides, many global retail chains seeking quality products at competitive prices are actively sourcing footwear from India. While leather shoes and uppers are produced in medium to large-scale units, the sandals and chappals are produced in the household and cottage sector. The industry is poised for adopting the modern and state-of-the-art technology to suit the exacting international requirements and standards. India produces more of gent's footwear while the world's major production is in ladies footwear. In the case of chapels and sandals, use of non-leather material is prevalent in the domestic market. Leather footwear exported from India are dress shoes, casuals, moccasins, sport shoes, horrachies, sandals, ballerinas, boots. Non-leather footwear exported from India are Shoes, Sandals and Chappals made of rubber, plastic, P.V.C. and other materials. With changing lifestyles and increasing affluence, domestic demand for footwear is projected to grow at a faster rate than has been seen. There are already many new domestic brands of footwear and many foreign brands such as Nike, Adidas, Puma, Reebok, Florsheim, Rockport, etc. have also been able to enter the market. The footwear sector has matured from the level of manual footwear manufacturing methods to automated footwear manufacturing systems. The Indian Footwear Industry is gearing up to leverage its strengths towards maximizing benefits. Strength of India in the footwear sector originates from its command on reliable supply of resources in the form of raw hides and skins, quality finished leather, large installed capacities for production of finished leather & footwear, large human capital with expertise and technology base, skilled manpower and relatively low cost labor, proven strength to produce footwear for global brand leaders and acquired technology competence, particularly for mid and high priced footwear segments. Resource strength of India in the form of materials and skilled manpower is a comparative advantage for the country.
Research means a search for knowledge or gain some new knowledge and methodology can properly refer to the theoretical analysis of the methods appropriate to a field of study or to the body of methods and principles particular to a branch of knowledge. A research methodology has a specified framework for collecting the data in an effective manner. Research methodology means defining the problem, defining the research objective, developing the research plan, collecting the information, analyzing the information and presentation of findings”.
Such framework is called “Research design ”. The research process that was followed by me in my project is consists of following steps:-
- Defining the problem,
- Developing the research plan,
- Collection of data,
- Analysis and interpretation of data,
- Presentation of findings,
The Research problem
- To measure the motives of the students to buy a sport shoes.
The research plan
I have covered the following steps in development of the research plan
- Data source
- Research approach
- Type of research design
- Research instruments
- Sampling plan
- Sampling unit
- Sample size
- Questionnaire design
Two types of data
- Primary data
- Secondary data
Primary data is a data which did not exist earlier and is being collected by the researcher first time for its specific objective. In other words, direct collection of data from the source of information, including personal interview, telephonic interview, with the help of questionnaire.
I have collected primary data through survey method by making respondents fill the questionnaire.
Any data which have been collected earlier for some purpose are the secondary data. Indirect collection of data from source containing past or recent past information like company's brochures, annual publication, books etc. Secondary sources are used in my research is
- Text books,
- Internet sites,
- Newspaper articles,
Survey is best suited for descriptive and analytical research. Survey are undertaken to learn about people's knowledge, beliefs, preferences, satisfaction and so on and to measure these magnitudes in the general public. Therefore, I have done this survey for descriptive and analytical research process.
Descriptive research includes surveys, and fact finding inquiries of different kinds. The main purpose of descriptive of the state of affairs is noted down and analytical research used to analyze the material and facts.
Questionnaire ----- Questionnaire (also known as self-administered survey) is a type of statistical survey handed out in paper form usually to a specific demographic to gather information in order to provide better services or goods. A document contains a set of questions that has been specially formulated as a means of collecting information and surveying opinions etc on a specified subject or these, etc. A questionnaire was constructed for my survey.
Sample is a group of few items which represents the population or universe from where it has been taken. The sampling plan calls for three decision.
- Sample unit
- Sample size
- Contact methods
Sample unit: - Who is to be surveyed the target population must be defined that has to be sampled. It is necessary so as develop a sample frame so that everyone in the target population has an equal chance of being sampled. I have completed my survey in LPU CAMPUS (LSB).
Sample size: - 50 respondents.
The sample was drawn from people having different educational qualification, age group, occupation and income. The selection of the respondents was done on the basis of simple random sampling.
Simple random sampling is the techniques in which every item in the universe and population has an equal choice of being selected in the sample researcher has not role to play or he cannot influence the selection process there is no possibility of biasness. It can easily assess the accuracy of estimate.
Once the sampling plan has been determined the questionnaire is how the subject should be contracted i.e. - by telephone interview, personal interview, observation, mail etc; here in my survey, I have contracted the respondents through interviews.
There are 10 questions in the questionnaire and all these questions from 50 respondents in LPU CAMPUS (LSB).
COLLECTING THE INFORMATION
After this, information is collected from the respondents with the help of questionnaire.
DATA ANALYSIS AND INTERPRETATION
The next step is to extract the pertinent findings from the collected data. Collected data is tabulated and developed frequency distribution. Thus, the whole data was grouped aspect wise and was presented in tabular form. Thus, frequencies and percentage were prepared to render impact of study.
PRESENTATION OF FINDINGS
This was the last step of survey. The findings have been presented both in tabular and graphical form.