Dimensión 6: posicionamiento basado en la calidad o precio
IV. Discusión
To complement our philosophy of catering to every walk of life, our powerful distribution network is mushroomed far and wide.
Action has established a wide marketing network for distributing its products in India. The extensive distribution network, built over the
years, is a major strength for Action products. Action products are available to consumers, even in the most remote places and in the smallest of
villages with a very meager population.
The distribution network comprising of DISTRIBUTORS, WHOLESALERS, RETAILERS AND EBO's throughout the country, ensures that the
customer wherever located is served efficiently. We have network of more than50,000 retail outlets all over India to sell our footwear, which is being sold through more than500 distributors appointed by the company.
CHAPTER-6
DATA ANALYSIS
AND
INTERPRETATION
AGE
Age considered as an important factor which affects the buying habits of individuals like as preferences of young persons are differ as compared to old ones.
INTERPRETATION: Analysis indicate that out of 50 respondents 23 persons belongs to age group between 15-25 and another 27 persons belong to age group of 26-35 years old. Teenagers like to wear sports shoes and younger people prefer to wear formal shoes.
EDUCATION LEVEL OF RESPONDENTS
Education greatly influenced the choice, preference and habit of a person.
Many living habits learn from education. Education makes him aware about the running fashion.
INTERPRETATION: Studies revealed that 38% respondents are under graduate and they prefer to wear sport shoes. There are 32% persons are graduate and they wear shoes according to latest fashion and 10%
respondents are post graduate and they prefer to wear formal shoes.
There are 20% respondents who belong to another field of courses.
TYPE OF FAMILY
Family is a group comprising a husband and wife and their dependent children, constituting a fundamental unit in the organization of society.
TYPE OF FAMILY FREQUENCY OF
INTERPRETATION: Family plays an important role in decision making.
Data consists of 54% nuclear families where family members take their own decisions and have enough money to spend. There are 46%
respondents come from joint families and they take buying decision according to budget of the family.
MARITAL STATUS
Marriage is a social union or legal contract between people that creates kinship.
MARITAL STATUS FREQUENCY OF
RESPONDENTS PERCENTAGE OF
RESPONDENT
MARRIED 19 38
UNMARRIED 31 62
.
INTERPRETATION: Data consists of 38% married respondents who buy branded shoes after considering price and other attributes of the product.
And another 62% respondent takes their own decision and they spend money according to their will.
INCOME LEVEL
For household and individual income is the sum of all the wages, salaries, profits, interest’s payments, rents and other forms of earning received in a given period of time?
INCOME (IN 000) FREQUENCY OF RESPONDENTS
PERCENTAGE OF RESPONDENT
5-10 10 20
10-15 12 24
15-20 13 26
20&ABOVE 15 30
INTERPRETATION: Data indicate that 20% belong to income category of Rs 5-10and 24% fall between Rs 10-15. There is 26% fall between income categories of 15-20. And another 30% come under income group of
20&above. Low income group prefer to wear unbranded shoes
TYPE OF SHOES LIKE TO WEAR
Type of shoe a customer wants to wear depends upon his choice and profession.
INTERPRETATION : It is analyzed that 40% peoples prefer to wear formal shoes and these shoes are mostly referred by businessmen and
professionals.
Sports shoes are first preferred by young hunks, sportsmen and college going students.
Casual shoes are worn on special occasions.
PRESENT CONSUMERS OF BRANDED SHOES
Branded shoes represent status symbol of a person in the society.
RESPONSES FREQUENCY OF RESPONDENTS
PERCENTAGE OF RESPONDENTS
YES 34 68
NO 10 20
INDIFFERENT 6 12
INTERPRETATION: The analysis showed that 68% consumers like to wear branded shoes. There are other 20% consumers who never wear branded shoes and 12% not even conscious about branded shoes.
.
BRAND AWERENESS OF RESPONDENTS
A consumer can buy any product only when he or she aware about the availability of that product in the market.
BRANDS FREQUENCY OF
(NOTE:-%vary because respondents are free to tick more than one option)
INTERPRETATION : Analysis revealed that Adidas is most popular brand among consumers so it serves 76% customers. NIKE and REEBOK have also strong place in the market and they both fetch 60% and 62%
customers respectively. There is also strong competition among them.
There are 48%of the consumers are aware about Action shoes.
BRAND LIKE THE MOST
A customer like only that brand which provide him or her more satisfaction as compared to other brands available in the market.
BRANDS FREQUENCY OF
INTERPRETATION : The image of the brand affects the purchasing
decision; study concludes that Adidas is popular brand among other brands and 38% respondents using it. There are 26% customers wearing Reebok shoes, 22% wearing Nike shoes and 10% wearing Action shoes. There is 4% respondent wearing other shoes.
PURCHASING PLACE
Place play an important role in the marketing of products.
INTERPRETATION : Most of the consumers prefer to buy branded shoes from exclusive showroom and their percentage is 40% and 34% like to buy from ordinary showrooms and 18%, consumer go to departmental stores.
ADVERTISING MEDIA
Advertising is the art of influencing human action to buy or possess ones product. The term ‘media’ refers to the mean through which the advertising information is communicated by the advertiser to the prospective
customers.
FRIENDS 9 18
INTERPRETATION : Analysis revealed that 38% of the total respondents become aware about particular brands through salespersons, 26%through advertisement, 18% through friends, and another 18% through exclusive showroom.
AFFECT OF ADVERTISEMENT ON BUYING DECISION
Advertising provides maximum information about the availability of products to consumers, so they can select appropriate products.
RESPONSES FREQUENCY OF
INTERPRETATION : To measure the effective of advertisement it is
necessary to know the effect of advertisement on the consumer, as study indicates 72% are those whose purchasing decision is affected by
advertisement and 28%respondent’s decision is not affected by advertisement.
EFFECT OF PRICE
Price may be defined as money consideration asked for or offered or exchanged for a specified unit of a good or service. Prices are generally determined by market conditions.
INTERPRETATION : Analysis shows that 78% respondents change their purchasing decision if there is any increase in price and 22%respondents do not change their decision even if there is any increase in price because of brand image.
REPURCHASE PERIOD
Purchasing decision of consumer depends upon the income level of the consumer.
INTERPRETATION : Most of the consumer purchase once in a year and their percentage is 36% and 28% purchase twice a year, 4%thrice a year, 24% purchase seasonally and 8% purchase on special occasions.
FACTORS AFFECTING THE PURCHASING DECISION Price and quality of the product are the main factors which affect the final decision of the consumer.
INTERPRETATION : Studies reveals that price, quality, size, design,
durability, availability and brand image fall between large extent and some extent, other attributes like colors of the shoes lies between the some extent and least extent.
CUSTOMER SATISFACTION LEVEL FROM DIFFERENT
INTERPRETA TION: A Study show that consumers are not highly satisfied with the prices of branded shoes but they are satisfied with other attributes to large extent.
BRAND LOYALTY
Brand loyalty refers to that a customer being permanent consumer of brand and he never switch over to other brand.
RESPONSES FREQUENCY OF
RESPONDENT PERCENTAGE OF RESPONDENTS
YES 21 42
NO 29 58
INTERPRETATION : Study indicates that only42% is the loyal customers