WHAT IS BRANDING,BUYING BEHAVIOR TOWARDS BRANDED SHOES OF THE YOUTH TODAY,

1. A study on popularity of branded
shoes among the youth
The American Marketing Association (AMA) defines a brand as a
"name, term, sign, symbol or design, or a combination of them
intended to identify the goods and services of one seller or group
of sellers and to differentiate them from those of other sellers.
Therefore it makes sense to understand that branding is not about
getting your target market to choose you over the competition, but
it is about getting your prospects to see you as the only one that
provides a solution to their problem.
The objectives that a good brand will achieve includes:
Delivers the message clearly
Confirms your credibility
Connects your target prospects emotionally
Motivates the buyer
Concretes User Loyalty
OBJECTIVES OF THIS RESEARCH :
1. To study the status made through Branded Sport Shoes in
the society.
2. To evaluate whether Brand Name affects the Buying
Behaviour of the Youth towards Sports Shoes.

2. 3. The study aims at the popularity of Sport Shoes among the
Youth.
4. To examine whether the Youth is satisfied with the Brand
and Quality(REEBOK, ADIDAS, PUMA, NIKE…) or only
quality sports shoes offered by a basic company(LIBERTY,
BATA, ACTION…).
5. To study the mentality of Indian consumers towards
Branding.
HYPOTHESIS:
1. “Youth love wearing Sport Shoes”.
2. “Youth look for Brand which is suitable for their Pockets”.
3. “Buying behaviour of Youth is affected by Brand name”.
4. “Youth prefer NIKE mostly from all the other Brands of
Sports Shoes”.
5. “Youth may also go for duplicate Shoes to some extend”.

3. BRAND
...
SAMPLE SIZE:
Topic allotted to me is „A STUDY ON INFLUENCE OF
BRANDED SHOES ON BUYING BEHAVIOUR OF
YOUTH‟. For a proper and satisfying research, I chose the
Sample Size of 100 Youngsters (respondents). These
Youngsters are from the age group of 16 Years to 30
years including both boys and girls.As my topic
demanded, some students and Job freshers were my
respondents.

4. b
Question1: Do you like wearing Sports Shoes?
Particulars
Yes
No
Total
No. of Responses
85
15
100
Percentage
85
15
100

5. RESPONSES
YES
NO
According to the research, 85% of youngsters prefer wearing
sports shoes and 15% of youngsters do not prefer wearing sports
shoes.
Question 2: How many pairs of Sports Shoes do you own?
Particulars
1
2
3
More
Total
No. of Responses
40
35
15
10
100
Percentage
40
35
15
10
100

6. RESPONSES
1
2
3
MORE
According to the results we can make out that all the respondents
own atleast one pair of sports shoes irrespective of their liking or
disliking towards them.
Particulars
Style
Brand
Quality
Price
Comfortability
Durability
Weight
After Sale Service
Discounts
No. of Responses
5
10
20
5
13
16
17
4
10
Percentage
5
10
20
5
13
16
17
4
10

7. Total
100
100
Question 3: While purchasing Sports Shoes what aspects do you
consider?
RESPONSES
STYLE
BRAND
QUALITY
PRICE
COMFORTABILTY
DURABILITY
WEIGHT
AFTER SALE SERVICES
Maximum youngsters prefer shoes according to QUALITY.
Question 4: Which Sports Shoes brand do you prefer the most?
Particulars
Adidas
Reebok
Puma
Nike
Others
Total
No. of Responses
28
17
21
33
5
100
Percentage
28
17
21
33
5
100

8. RESPONSES
ADIDAS
REEBOK
PUMA
NIKE
OTHERS
According to the results, NIKE is one the most favorite and
preferable Sport Shoe brand among youngsters.
Question 5: Is your favorite brand satisfying you with all the
aspects?
Particulars
Yes
No
Total
No. of Responses
87
13
100
Percentage
87
13
100

9. RESPONSES
YES
NO
According to the research, 87% of youngsters are satisfied with
whatever brand they are currently buying where most of them
prefer NIKE.
Question 6: Why do you prefer and trust your favorite Brand?
Particulars
Style
Status
Prices
Comfort
Discount
Quality
Total
No. of Responses
15
15
7
33
5
25
100
Percentage
15
15
7
33
5
25
100

10. RESPONSES
STYLE
STATUS
PRICES
COMFORT
DISCOUNT
QUALITY
Most of the youngsters are Brand loyal because their
Brand provides them comfortability.
Question 7: What Brand do you think competes the best
with your Brand?
Particulars
No. of Responses
Percentage
Puma
14
14
Adidas
24
24
Nike
21
21
Fila
10
10
Reebok
Others
26
5
26
5
Total
100
100

11. RESPONSES
PUMA
ADIDAS
NIKE
FILA
REEBOK
OTHERS
Most of the youngsters think that REEBOK is a brand
which competes with their preferred brand the most.
Question 8: Does the Brand of the shoe matters to you?
Particulars
Yes
No
Total
No. of Responses
70
30
100
Percentage
70
30
100

12. RESPONSES
YES
NO
Well, the research clearly proves that Brand Name
matters to youngsters when they opt for Sport Shoes.
Question 9: Would you prefer duplicate show with better Designs,
Discounts and Prices?
Particulars
Yes
No
Total
No. of Responses
38
62
100
Percentage
38
62
100

13. RESPONSES
YES
NO
62% Of the youngsters will not buy duplicate shoes with
better designs and discount, but 38% youngsters may
prefer duplicate shoes if better discounts and designs are
offered.
Question 10. Your buying behaviour towards the Brand is
because of the celebrities used to advertise them or your
peers?
Particulars
No. of Responses
Percentage
Yes
35
35
No
45
45
Maybe
20
20
Total
100
100

14. RESPONSES
YES
NO
MAYBE
We can make out youngsters are not Brand loyal because
of their friends, society and the celebrities used, but still to
some extent they are.
CONCLUSION:
The findings suggest that Indian youth prefers brands which
symbolize quality; this is because Indian markets are still
dominated by unbranded products from unorganized market.
Wearing branded products is considered a luxury in India as
exposure to using branded products is very low in the country.
Indian urban youth‟s values are a fusion of western and eastern
culture and should not be generalized.
H
From
this research we can clearly make out that India youth buy
Branded shoes only as it satisfies them with the quality and status
in the society and among their friends.
Buying Behaviour of a youngster is obviously influenced by
the brand name through some or the other reason. Mostly many

15. youths preferred NIKE stating its most competitive brand ad
REEBOK.
HYPOTHESIS which I prepared before
stated that “Youth prefer NIKE mostly from all the other
Brands of Sports Shoes”
which has been proved right after conducting the
research. Where I also put down a Hypothesis saying
“Buying behaviour of Youth is affected by Brand
name” this also has been proved right. Whereas one
hypothesis was proved wrong that “Youth may also go
for duplicate Shoes to some extend”. After the result
not many of the student would prefer duplicate shoes.

16. RECOMMENDATION:
A youngster‟s life is very rough life, usually unscheduled
without any planning or budgeting.
In other words anything expensive cannot be afforded by
youth easily, especially students. Still they want to look
their best. So according to me if a youngster wears a
duplicate sport shoe instead of branded ones, it will fit his
pocket plus satisfy him with styles, quality (at times) and
discounts too.
Duplicate shoes do not put you down in the society at all.
A youth without a brand is treated equally. It‟s just what
the genext has started thinking is brand. For them trend is
brand. So anyhow they manage buying branded shoes,
clothes, cellphones etc to show off in the society. THUS,
according to branding plays a huge role in influencing a
youths buying behaviour.
SOURCES OF HELP:
100 respondents who participated in this research.
www.google.com
www.learnmarketing.net