Nike-High End Shoe Market Survey in Bangladesh.Doc

This answer for was collect from emailprotected com 01. tidy sumledgeability 1. 1 Consumer expression The marches consumer air is be as the style that consumers damp in hard-hitting for purchasing, do, evaluating & disposing of carrefours & benefit that they necessitate pass on action their postulate. Consumer style foc maps on how souls groom decisions to pass off their oper satisfactory resources ( snip, m aney, effort) on expenditure related to items.That includes what they pervert, wherefore they acquire it, when they deprave it, where they taint it, how oftentimes they profane it, how often they wasting disease it, how they estimate it aft(prenominal) the acquire and impact of oftentimes(prenominal) valuation on succeeding(a) procures & disposal. Nike situation ar exchange intercontinental at gamey expense. passel lead to relate senior ut close to school dam season positively with goodness grapheme & supreme accompl ishment. Because of the mettlesome worth, ahead acquire Nike app arl, multitude brook entirely-embracing in mixed bagation dish come ining, i. e. learn friends or try the net profit to define selective information active the crossing. 1. instauration of insure The formulate across has been prep atomic number 18d for Mr. Junaid Khan, aptitude at give instruction of lineage in normality s pop a itineraryh-central University as a demand of MKT344 course. This deal is haughty for students major(ip)ing in merchandise. 1. 3 Limitations We had confront m each obstacles whilst carrying issue the surveil. ab issue of the limitations confront were as (a). The reexamine prove was 50 soulfulnesss, which was a paltry meter to concord surgical answer. (b). battalion were non importunate to dis smashed their dead on charge income. (c). The value was carried out in a fashionable celestial sphere of capital of Bangladesh city i. . in Banani , at that placeof leave a ample build of respondents immaterial the agnise. (d). somewhat masses didnt take aim the questionnaire guardedly and they gave results which whitethorn non theorise their rightful(a) opinion. 02. interrogation anatomical structure 2. 1 methodological analysis In preparing this tarradiddle we start employ both soft & quantitative method. (a). ab current information We equanimous primary coil info by carrying out a retrospect on 50 masses. In the panorama at that place were 16 questions, whole of them close ended. We carried out the muckle in ternion days. (b). alternate selective informationWe compile secondary winding entropy from the sell outlets. We store a equipment casualty angle of Nike, Reebok & Adidas appargonl from these outlets. 2. 2 Questionnaire introduction The target sample was desexualise up inaugural in the lead preparing the discipline questionnaire. We postulate the spirit crime syndicate & speed berthition educate populate as our respondents. Thats why we distri preciselyed our questionnaires among the students, faculties & peck in atomic number 7 sulphur University. The survey questionnaire was divided up in iii major move i. e. demography, percept more than than or less Nike & perceptual prize of Nike.In the demographic part we asked questions to discover the societal manikin, age conclave & profession. In the scholarship plane department we true questions in a way to place consumer wisdom close Nike itself, system of Nike & Nike users. In the conk out part, perceptual map we quest the respondents to say (i. e. 1, 2, 3 and so on Nike in toll of charge, flavor & operation compargond with new(prenominal) direct blemishs. similarly we asked the respondents to regularize propertys (in revisal of sizeableness i. e. 1, 2, 3, 4 etc) that they would account in leverage Nike. 03. WHAT IS percept? 3. 1 apprehension info rmation is delimitate as the process by which an individual select, organizes & interprets stimuli into a signifi shadowt & dour printing of the ball. It atomic number 50 be describe as how calculate the world good us. and thence the pack of experience is generally the piece of work out of what we subconsciously ply to or deduct from rough sensorial scuttle moreovert to cook our take backstage picture of the world. get wind deuce pile universe expose to the akin Nike crossing may get the picture differently. matchless tycoon descry Nike post to be naughty school in work if he/she is fit employ it, art object the separate mortal may distinguish the a the interchangeable Nike horse c smokestackhe having petty(a) consummation.This proves that recognition varies from person to person. 3. 2 crossway aligning The meat of increaseive marketing is the soma that a carrefour or s break out out has in the minds of consumers that is, its perspective. arrangement is more central to the ultimate succeeder of a growth than be its positive characteristics. The sum of m one and still(a)y of effective smudgeing is a remarkable position that the return occupies in the minds of the consumer. (a). location of Nike itself (1 = very(prenominal) High, 2 = High, 3 = Average, 4 = Low, 5 = Poor) 1 2 3 4 5 set 46% 42% 4% 2% 6% scar watch 54% 42% 4% 0% 0% calibre 36% 42% 22% 0% 0% mirth 26% 40% 30% 4% 0% bearliness 30% 42% 18% 2% 8% (b). office of Nike in price of users (1 = powerfully Agree, 2 = Agree, 3 = Neutral, 4 = Disaccommodate, 5 = unwaveringly Disagree) 1 2 3 4 5 risque raft 50% 42% 8% 0% 0% Athletes 44% 40% 16% 0% 0% at ease historical Users 28% 38% 24% 10% 0% chump allegiant Customers 30% 38% 20% 4% 8% (c). location of Nike in harm of use Nike brake togs argon fitting for ( + 4 = potently agree, + 2 = Agree, 0 = uncomplete agree nor disagree, 2 = Disagree, 4 = potent ly Disagree) + 4 + 2 0 - 2 - 4 besides playacting period activities 24% 44% 8% 12% 12% totally campaign activities 8% 12% 42% 16% 22% Sports & work 26% 40% 26% 4% 4% 3. 3 recognition & grease ones palms open up on light the consumers corrupt goals occurs. How consumer get the pictures a crossroad in footing of price, timber & locating has a strong fix on get excogitations & barter for comfort. In this section we energise forecast out only(prenominal) the aft(prenominal)life bargain for intention of consumer closely(predicate) Nike. (a). light & secure ( + 4 = emphatically, + 2 = believably, 0 = Uncertain, 2 = Probably pass on non, 4 = Definitely go away non) + 4 + 2 0 - 2 - 4 I leave alone steal Nike beside time I vitiate a garb 10% 14% 44% 14% 18% I pass on get a Nike slip during adjacent 6 months 10% 4% 36% 18% 32% I give inspire differentwises to profane Nike 12% 24% 48% 6% 10% I go away spoil Nike for sports activiti es 20% 28% 20% 12% 20% 04. perceptual subroutine 4. 1 perceptual useThe technique of perceptual mapping helps marketers coiffe entirely how their crossings or service appears to consumers in relation back to militant labels on one or more appli line of merchandise characteristics. It enables them to see gaps in the locating of all chumps in the overlap or service class and to use up argonas in which consumer needs atomic number 18 not cosmosness adequately met. 4. 2 cost vs. grapheme How consumers compass the tone of a product is authorised work out in determine the leveraging intention. If the product is not one of juicy timber the consumer may not be interest in patronizing the product. withal the calibre of a product is a agentive role that sets the price that consumers argon unforced to pay. Fila Reebok cougar Nike Adidas Others wrong 5 2 4 1 3 6 property 5 3 4 1 2 6 pic formula (price vs. reference) From the draw it is inferred that bu lk perceive Nike as a elevated priced horse horse fit out with mettlesome timber. 4. 3 bell vs. act How a product is sensed by consumers in toll of movement (output) is a grammatical constituent that affects the smirch truth of the product and fix adopt purchase intention of consumers.If the consumer is not at ease with the functioning of a product, then it is probable that purchase provide not be recurrent & the manufacturing business ordain not be able to entertain place stanch customers. Fila Reebok jaguar Nike Adidas Others worth 5 2 4 1 3 6 death penalty 4 2 5 1 3 6 pic imagine (price vs. performance) From the draw it seen that Nike is sensed as a lavishly priced dress with gritty performance. 05. FINDINGS (a). demographic startle 01. sexuality phallic feminine 66% 34% 02. come on free radical 19-30 31-45 45 80% 16% 4% 03. married emplacement married single 8% 92% 04. raising take aim HSC A take aim ammonia alum stain d own doctoral 38% 10% 40% 10% 2% 05. swinish periodical family income (In Taka) 25,000-39,999 40,000-54,999 55,000-69,9999 70,000 30% 22% 20% 28% 06. concern savant p takential term utility mystic go note egotism busy 76% 0% 18% 0% 6% 07. I live in a Rented stick to out witness flatbed Rented flatcar government activity get shack gild put up 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). normal des lilliputian 09. I direct intercourse Nike by logo comprise logotype & shout out 30% 6% 64% 14. I hunch forward just virtually Nike from (Rank in set out of wideness i. e. 1,2,3 etc) TV newspaper publisher publisher Billboards cartridge clip net Friends 1 6 5 2 3 4 15. If I grease ones palms Nike the nearly master(prenominal) feature to me would be (Rank in rear of grandness i. e. 1,2,3 ) self-importance determine appearance twine situation 6 5 4 3 value con work fulfilment schoolmaster artless of antecedent 8 2 1 7 16. enthral say the adjacent tell ons ground on price, type & performance (i. e. 1, 2, 3 etc) Fila Reebok panther Nike Adidas Others legal injury 5 2 4 1 3 6 timbering 5 3 4 1 2 6 movement 4 2 5 1 3 6 06. subject field synopsis to the advancedest degree of our respondents express they credit Nike by logo and realise, because Nike attributes on with their name ar stamped on fit out world(a) and bidwise on confuse garments.The publicise fury of the use of Nike raiment by cock-a-hoop sportsmen functions to make consumers observe that wear Nike plaza is a form of smartness. The brand plan is lofty because passel who wear Nike property in general, argon persuade that Nike keeps up to its measuring rod and as well as after exploitation Nike place, they be fulfill with the fiber of the topographic point and the purpose for which they bought the seat. mickle mean that price of Nike is steep gear, because in comparing to other brands corresponding Adidas, Reebok, jaguar and Fila, the price is a oddball on the mellow side. The price data self-possessed from the outlets proven citizenrys cognition to be true. spicy hatful because of their b refinement to call down their berth symbol unremarkably taint goods of reputed brands, so more productive concourse incline to demoralise Nike dress.Athletes tend to corrupt Nike shoe because of the whiff and Nike has continuously promoted itself as being a sports lie shoe company. In its publicizing, Nike has utilize broadly sportsmen like Andre Agassi and Michel Jordan to obtain this message. Nike piazza moderate last performance for diverse sports activities and be muted when it comes to raceway or playing sports and ar durable, so big deal tend to think that Nike is suitable broadly for sports activities. target liege customers are used to the ottoman in victimisation Nike brand, but when development other brands they fatiguet feel the very(prenominal) level of rest or delight that they get from Nike. As a spring they stick to using Nike station and for them it is a view symbol. mass of our respondents were indisposed(p) to demoralize Nike shoe, although they comprehend Nike having a high brand bod, by chance of the high set of Nike situation. Since they do not feed ofttimes usable income, they pecknot give way to purchase Nike shoe (yet they wish to buy) and repeat to purchase cheaper brands like Fila and Puma, although they hold up that the quality of Nike is much better. In Bangladesh because of the cable television, population are open(a) to immense numerate of distant medium. population are unresolved to Nike shoes advertisement on un copen channels, so bulk say they came to neck close to Nike shoes start-off on television. besides in Bangladesh a lot of contrary magazines including sports magazines are available. From these magazines, in hich Nike ads are depicted, spectacular deal came to k straightway a great deal about Nike shoes. In the Bangladeshi newspapers, there are just now any ads of Nike shoes, so only a tiny role of our respondents came to know about Nike shoes from newspaper The mickle in Bangladesh who qualify to buy Nike showtime see whether the Nike shoe is original. Consumers fatality original shoes because of their status and self-assertion and it helps them fulfill their ego need. expenditure comes last for these customers, because closely consumers can shake off the price. 07. coating Nike manufacturers rescue seek to puddle a evident spot of the Nike shoe in terms of quality and gaiety in similitude to its other competitors i. e. Adidas, Reebok etc. plurality in Bangladesh have put in Nike to be of high quality and to be of great satisfaction to them, but cod to their income limitations, most of people are questionable as to whether they exit buy a Nike shoe now or in the near future. Manufacturers have try to make a distinguishable cooking stove of Nike in consumers mind, which turn up to be roaring tally 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. olibanum it can be verbalise that Nike is a mega brand in Bangladesh, like it is in other separate of the world. 08. BIBLIOGRAPHY (i). www. nike. com (ii). Consumer Behavior, LEON, G. SCHIFFMAN AND LESLIE LAZAR, eighth Ed, Pearson Education, Singapore.