Live Project Report - Marketing

LIVE PROJECT REPORT
A Study of Promotional Activities of
‘Adidas’ Brand of Sports Shoes in
Pune, India
Submitted By:
Zainul Abedeen Lamak
MBA 1: Media and Communication
(Semester 1)
Submitted To:
Dr. Makrand Joshi
(Professor – Marketing Management)
Ajeenkya DY Patil University, Pune

LIVE PROJECT EVALUATION
Class of MBA-I (MAC) 2016-18
Name Of the Student: ______________________________________________________________
Live Project Report Evaluation Weightage – 10%
Sl.
No
Component Max Marks
Marks
Awarded
1 Understanding of the Objective of the Live Project 5
2
Identification of relevant Live Project concepts and
context and their application.
15
3 Awareness developed about Marketing as a Function 5
4 Skill developed to handle Marketing Projects 15
5 Overall quality and effectiveness of the project report 10
Total (Report) 50

Live Project Presentation Weightage: 10%
Sl.
No
Component Max Marks
Marks
Awarded
1
Presentation Structure, Logical sequence and Time
management
5
2 Quality of Power Point Slides and Elaboration of content 10
3
Language, Appropriate vocabulary, Grammar; body
language and confidence
10
4
Elucidation of facts/ observations and their relation to the
application of Marketing Concepts
15
5 Handling Question and Answers 10
Total (Presentation) 50
Name & Signature of the Domain Faculty Member Signature of Student
Date:

DECLARATION
I, Zainul Abedeen Lamak, hereby declare that the project report on „ A
study of promotional activities of sports shoes carried out by Adidas
in Pune‟ is a genuine research work undertaken by me.
All care has been taken to keep this report error free and I sincerely
regret for any unintended discrepancies that might have crept into this
report. I shall be highly obliged if errors (if any) be brought to my
attention.
Signature
Name: Zainul Abedeen Lamak
Date: 11th
November 2016
Place: Pune, Maharastra

ACKNOWLEDGEMENT
A work is never a work of an individual. I owe a sense of gratitude to
the intelligence and co-operation of those people who have been so
easy to let me understand what I needed from time to time for
completion of this project.
I want to express my gratitude towards Dr. Makrand Joshi (Professor –
Marketing Management, Ajeenkya D Y Patil University) for guiding
me through the project.
Lastly, I would like to forward my gratitude to Mr. Dilshad Nawaz
(Owner- Adidas franchise, Nagpur) and Mr. Ashok Rane (Manager –
Adidas Outlet, JM road, Pune) for informational support.

TABLE OF CONTENT
Serial Content
Chapter 1. Introduction
A. Historical Background,
Introduction and Growth of
Industry
B. Conceptual Framework
C. Parameters of Study
D. Significance of Study
E. Reason For Selecting the Topic
F. Limitation of the Study
Chapter 2 Company Profile
Chapter 3. Methodology
A. Objective of Study
B. Research Methodology
Chapter 4. Facts and Observations
Chapter 5. Conclusions and
Suggestions
Bibliography
Annexures

Chapter 1. Introduction
This project is prepared to study the different types of promotional
activities performed by Adidas to promote their sport shoes in the city
and understand who their customers, their likes and preferences are, so
the promotions are effective.
1.1 Historical Background, Introduction and Growth of
Industry
India‟s sportswear market has evolved from a niche segment, which was
exclusively aimed at sportspersons, to a burgeoning consumer sector. The
industry has witnessed rapid growth over the past fe w years, driven by growth in
income levels, changing lifestyles and the entry of foreign players after
liberalization.
The ever-increasing popularity of cricket, combined with the growing interest in
sports such as football, hockey and tennis, has contributed to the growth of the
functional sportswear market in the country.
In addition to this, the trend of using sportswear as casual wear has expanded
the definition of target consumers for leading brands. Some brands also offer
collections to cater to this demand for casual wear.

1.1.1 Market Overview
The sportswear retail market in India is estimated at INR365.8 billion and is
expected to grow at a robust 33% by 2018. The market includes sports apparel,
footwear and accessories, with footwear being the largest segment, accounting
for around 60% of the total market.
 Indian Sports Industry is worth $1.18 Billion.
 Sportswear Segment is dominated by Men‟s Category.
 Sport Shoes amount to 60% of the total sport product market of India.
 The Footwear market of India is expected to rise to $1.3 Billion in 2017
from $0.85 Billion in 2015.
70%
30%
Market Share
Men's Sports
wear
Women's
Sports wear
60%
25%
15%
Sales
Shoes
Apparels
Others
0.31 0.4
0.56
0.85
1.3
0
0.5
1
1.5
2009 2011 2013 2015 2017
Indian Footwear Market
Figure 1.1 Figure 1.2
Figure 1.3

1.1.2 Key Drivers
The Indian sportswear market is poised for strong growth over the next few
years. Several factors, including a booming middle-class population, a paradigm
shift in consumers‟ attitude to health and fitness, an increas e in the number of
sports events and the growth of organized retail are driving this market.
Recent changes in government regulations on FDI in retail, passed by the Union
Cabinet, are expected to give a further impetus to the organized sportswear
market. The Government has increased FDI in single-brand retail from 51% to
100% with conditions largely around domestic sourcing
1.1.3 Key Challenges
A. Counterfeiting
Counterfeiting is one of the biggest challenges sportswear brands are facing in
India today. Unorganized players imitate product styles, brand logos and names,
which adversely impacts the brand equity and sales brands.
B. Low participation in sports
Although there is high viewership of sports (particularly cricket) in India,
participation continues to be low, with only an estimated 1% of the population
engaging in sporting activities. Therefore, in line with this market reality,
several sports brands have positioned themselves as lifestyle instead of fitness
brands.
Awareness of
Health and Fitness
Growing Middle
Class Population
Increase in Sporting
Events
Growth in
Organized Retail

C. Rising costs
In the Union Budget 2011, the Government revised optional excise duty for
readymade garments and made-up textiles, and levied a 10% mandatory excise
tax on all branded apparel manufacturers. As a result, branded garments,
including sportswear apparel, are likely to witness a price increase of 5%–10%.
D. Unorganized market
Players face major competition from unorganized players that constitute around
~70% of the overall sportswear market, since the latter have a significant
advantage over their organized counterparts in pricing
1.1.4 Emerging Trends
A. Online shopping
Increasing penetration of the internet in India is fueling the growth of online
shopping. Brands such as Reebok (www.shop4reebok.com) and Lotto
(shop.in.lottosport.com) have initiated their online shops in India. Companies
such as Puma and Nike have partnered with online retailers such as Myntra and
Amazon to expand their distribution beyond conventional multi-brand outlets
and large retailers.
B. Sports merchandising
Sports merchandising is an emerging concept in India. Brands have successfully
tapped the market by associating themselves with popular sports such as cricket,
and using popular sportspersons as their brand ambassadors for clothes, shoes
and other products. Moreover, with the debut of new sports such a s Formula 1
(F1), brands such as Puma have begun stocking collections inspired by F1
racing.
Nike, the official apparel sponsor of the Indian National Cricket Team since

2005, has extended its contract with the Board of Control for Cricket in India
(BCCI) for a period of five years.
C. Product innovation
The sportswear industry has been witnessing significant innovation in the
premium as well as the mass segment. Brands such as Reebok have introduced
new products such as “Easytone” and “Zigtech,” and Nike the “DriFIT” apparel
technology.
D. Lifestyle positioning
The sports lifestyle business has been growing at 30%–40% per annum. Players
are increasingly positioning their sportswear brands as lifestyle products by
collaborating with well-known designers such as Manish Malhotra, Shantanu,
Nikhil and Aki Narula. Other apparel retailers such as S Kumars Nationwide and
Reliance Retail have also forayed into the lifestyle sportswear market.
E. Targeting hot spots of consumption
Having covered large cities, sportswear brands are now trying to ramp up their
presence in tier-II and tier-III cities. Companies are using a reduced pricing and
localization strategy to drive sales in these cities.
1.1.5 Future Outlook
Today, India has become a strategic market and offers strong growth
opportunities to sportswear brands. Several of them are trying to strengthen
their presence in the country by expanding their retail footprint and driving
their volume growth. Furthermore, the recent regulatory changes made in FDI in
single brands are expected to give a further impetus to sportswear brands.

1.2 Conceptual Framework
A. Promotional activities:
Promotion is the process of communication from the company to the customers.
B. Segmentation:
Segmentation is dividing the market by grouping customers with similar tastes and
preferences into one segment.
C. Product Life Cycle:
A new product progresses through a sequence of stages from introduction to growth,
maturity, and decline. This sequence is known as the product life cycle and is associated with
changes in the marketing situation, thus impacting the marketing strategy and the marketing
mix.
1.3 Parameters of Study
The research was conducted on the following parameters:
A. Study of the promotion tools:
a. Advertising
b. Celebrity Endorsements (Promotion)
c. Publicity
d. Digital Marketing
e. Sales Promotion
f. Fairs and Exhibition
B. Targeted audience of the promotional activities.
C. Product life cycle stage study of different sport shoes.

1.4 Significance of Study
A. This study played significant role in my understanding of the methods of
promotions by a sport shoe manufacturing company.
B. This study can prove important for Adidas to identify their customers in
the city of Pune and note additional promotions required to place their
product better.
C. This study can help general consumers understand sport shoes positioning.
1.5 Reason for choosing the topic
The reason for me choosing this topic is the keen interest I have in the product
and the love for the brand
1.6 Limitations of the study
A. In some of the showrooms it was not allowed to get the questionnaire
filled
B. Some respondents did not show interest in filling the form
C. Some people whom I faced hesitated to give their opinion freely

Chapter 2. Company Profile
2.1 Adidas – Impossible is nothing
Adidas is a German multinational corporation that
designs and manufactures sports shoes, clothing and
accessories headquartered in Herzogenaurach, Bavaria. It is the largest
sportswear manufacturer in Europe and the second biggest in the world .
The brands of the Adidas Group complement each other in a unique way to help
athletes perform better, play better, feel better. Their products break records, set
trends and make history. Every day. All over the world.
The consumer‟s brand love is based on their employee‟s extraordinary passion
for a sporting lifestyle. With dedication, commitment and team spirit, Adidas
continuously innovates to establish new benchmarks in everything they do.
Shaping the sporting goods industry sustainably is more than a job. It‟s an
impulse, an attitude that is truly dear to the hearts and that drives the company .
“ We are laser-focused on our mission: we strive to be
the best sports company in the world, with brands built
on a passion for sports and a sporting lifestyle! “
HERBERT HAINER, CEO OF THE ADIDAS GROUP

2.2 Brand value and strategy of Adidas
Adidas employs more than 55,555 people in over 160 countries, and produce
more than778 million product units every year to generate sales of € 16.92
billion.
The new Adidas logo, three stripes running across its several products, was
introduced in 1991.
It is the holding company for the Adidas Group, which consists of:
A. Reebok Sportswear:
In 2005 Adidas owned Reebok for $3.8 million dollars.
In 2007, Adidas repositioned Reebok to attract the consumers of athletics
apparel. Moreover, the company adopted several plans to expand its brand name
as Adidas has given a lot of emphasis on advertising.
Adidas has introduced several market campaigning ideas, for example, the „Run
Easy‟ campaign for Reebok.
B. Taylor Made-Adidas Golf:
TaylorMade-Adidas Golf Company (TMaG or TMaGC) is a manufacturer
of golf clubs, bags shoes and accessories based in Carlsbad, California, United
States. It is a subsidiary of the German company Adidas Group. The company is
currently the largest golf equipment and Apparel Company in the world with
sales estimated EUR $1.3 billion in 2012.
Tailor-mades‟ initial success came with the innovation of metal drivers, which
debuted in 1979 and have subsequently dominated the golf market. Taylor Made
continued to grow throughout the 1990s, largely due to the introduction of the
successful Burner Bubble franchise. In September 2012, Outside Magazine

named TaylorMade one of America's "Best Places to Work", ranking sixth out of
10 selected large companies and 32nd
overall.
C. CCM (Canada Cycle and Motors):
CCM was founded in 1899 after the collapse of the bicycle market. Established
"when the operations of four major Canadian bicycle manufacturers
amalgamated: H. A. Lozier, Massey-Harris, Goold, and Well and Vale
Manufacturing." CCM produced bicycles for many years in the area o f Weston,
Toronto, Ontario. They also briefly produced the Russell automobile.
By 1905, with saturation in the bicycle market, CCM began producing hockey
skates using scrap steel that was leftover at the plant from the manufacture of
bicycles and automobiles and subsequently began manufacturing other hockey
gear.
The original CCM went bankrupt in 1983. All of the assets of the Company were
purchased by Procycle Group Inc. of Quebec who retained the bicycle division
and sold off the hockey division to Montreal businessman David Zunenshine
who owned GC Knitting, a manufacturer of hockey jerseys. The company
subsequently used the CCM brand when producing hockey equipment.
The company acquired Montreal-based Sports Holdings, Inc. in 1998, and
became the world's top producer of hockey merchandise.
In June 2004, The Hockey Company was bought by Reebok. All brands other
than the CCM brand were retired and Reebok introduced its own RBK
Hockey gear, later to be re-branded as Reebok Hockey. Reebok in turn was
acquired by Adidas in 2005.
In the fall of 2013, The Hockey Company created a new goaltending equipment
line under the CCM brand name.

2.3 Adidas in India
Adidas first entered India in 1989 through a license agreement with Bata.
Adidas later re-entered India for the second time in 1996 by setting up a 100%
subsidiary of Adidas AG called Adidas India Ltd. and announced a joint venture
with Magnum International Trading Company Ltd. On October 1st
1996, the new
joint venture – Adidas India Ltd. - was incorporated with an initial investment
of US$ 205 Million with Adidas India Ltd. holding 80% of the equity and
Magnum holding the balance 20%.
This investment was raised to US$ 6.4 Billion with the equity structure
remaining the same. Currently, the total investment stands at US$11.4 Billion
with the equity structure changing to 91.4% by Adidas and 8.6% magnum.
A month after announcing the joint venture, Adidas India Ltd. launched its
range of sports footwear, apparel and accessories in New Delhi on November 1,
1996.
Adidas products were also launched in Mumbai, Bangalore, Chennai, Hyderabad
and Calcutta. Currently, Adidas products are available in 30 cities in India
The range of Adidas products available in India include sports footwear
featuring some of the most popular innovations and technologies developed by
Adidas such as „Feat you Wear‟, „Torsion System‟, „Clima Cool‟, „Clima Chill‟
and „Adi-Zero‟.
The sports footwear available in India is categorized into Football, golf,
adventure, basketball, cricket, running, tennis, training and workout.

Chapter 3. Methodology
3.1 Objectives of Study
A. To understand who are Adidas‟s customers.
B. Study of promotional activities carried out by Adidas in Pune.
C. Presence of the Adidas brand in Pune.
D. To Study how Adidas presents their products to their customers.
E. To Study how customers perceive Adidas as a Sports Brand.
F. Brief Study of the verities of Adidas‟s Sports Shoes.
3.2 Research methodology
3.2.1 Data Collection and Processing:
A. Primary Data– Internet and qualitative approach to people through
survey (questionnaire).
B. Secondary Data– Managerial opinion from Adidas franchise owner
and Adidas outlet manager.
3.2.2 Observation

Chapter 4. Facts and Observations
4.1 Closer look at the types of sports shoes marketed by Adidas
in Pune
A. Football:
Type of football shoes - Messi collection, FXG, Ace, Predator, Nitro charge, Pro-
direct.
B. Basketball:
Type of basketball shoes - Lillard, Base cut, Out-rival, Sentry.
C. Tennis:
Type of tennis shoes - Tennis barricade, Adi-zero attack, All court, Base liner,
Ubersonic.
D. Running + Outdoor:
Type of running and outdoor shoes - Alpha bounce, Adi-ray, Solonyx, Pureboost,
Running Falcon, Magnus, Cosmic Low, Adi-pacer.
E. Cricket:
Type of cricket shoes 22 yards, Adipower Vector, Howzzat collection.
F. Golf

4.2 Study of Promotional Activities
4.2.1 Advertising:
Adidas performs extensive advertisement in the city as it is still relatively
young in the market as compared to Europe, and faces fierce competition from
its rivals Nike, Puma and other unorganized players.
Adidas advertisements often air on TV
The creative team of Adidas is known to pump adrenaline in their customers
through ads which are well made, very creative and filled with energy. These
ads attract the customers towards the brand by sending the right marketing
message to the customer. The tagline of Adidas “Impossible is nothing” is in
itself a very powerful statement for the brand.
Adidas focuses more on ATL (Above the Line) advertising as compared to BTL
(Below the Line) as they operate on a big scale
Adidas uses TTL (Through the Line advertising) which combines ATL (Above
the Line advertising) and BTL (Below the Line advertising) as they operate on a
big scale.
4.2.1.1 ATL (Above the Line):
A. T.V advertisements
B. Newspaper advertisements
C. Online promotion
i. Adidas own website for India
ii. Advertisement on different sites + tie ups, examples:
1. Amazon
2. Flipkart
3. Myntra
4. Jabong.

4.2.1.2 BTL (Below the Line):
A. Pamphlets (During a sale period)
B. Banners in the vicinity of the outlets
4.2.2 Celebrity Endorsements (promotions):
After television, product placement is the second line of promotion for Adidas.
The popularity of the brand is because it ties up with the top players a cross the
world such as Lionel Messi, Ronaldinho, Sachin Tendulkar, Virat Kohli, Steven
Adams, and various others. Adidas also sponsors teams and some of the top
teams include Real Madrid, France, Great Britain (in football), England and
South Africa (in cricket) and several others.

4.2.3 Publicity:
Adidas have a tie up with the City‟s football team – Pune City FC and are the
sole kit manufacturer for them. This serves as a great source for publicity every
time the team is in action and in the news
Apart from this, newspapers in Pune such as „Pune Mirror‟ and „Pune Times‟
write about the sports activities and events, in and outside the city on daily
bases. This highlights the brand of sport shoes used in such events and hence
provide tremendous publicity to Adidas.
4.2.4 Digital Marketing:
Adidas have an elaborate online networking system that covers promotion and
product distribution.
4.2.4.1 Online Promotion
A. Twitter and Facebook–
1. Adidas tm
2. Adidas Football
3. Adidas Basketball
4. Adidas Running
5. Adidas Tennis
6. Adidas Cricket
7. Adidas Golf

4.2.4.2 Online marketing channels(tie ups)
A. Amazon
B. Flipkart
C. Myntra
D. Jabong
E. Adidas online shop India
4.2.5 Sales Promotions
Adidas is an exclusive brand and hence does exclusive branding, which means
an Adidas sport shoes is available in Adidas retail outlet or sponsored marketing
channels only.
Adidas performs a lot of sales promotion in terms of offering discounts. An
Adidas retail outlet has a product on discount at all times, varying from 10% to
60% on sport shoes.
4.2.6 Fairs and Exhibitions
Adidas participates and sponsors many sports fairs in Europe and other western
countries which are yet to start in Pune, India.
4.2.7 Personal Selling
Neither Adidas nor any other brand participate in personal selling of sport shoes
4.2.8 Direct marketing
Neither Adidas nor any other brand participate in personal selling of sport shoes

4.3 Product Life Cycle Study
The promotion techniques largely depends on the product stage of the product
life cycle
The product stage in their life cycle of different sport shoes in India are as
follows:
Figure 4.1
Product stage of different sport shoes in their life cycle in Pune (India)
Analysis of figure 4.1
A. Tennis and Basketball sport shoes are in the introduction phase
B. Cricket shoes are in the growth stage
C. Football shoes are in the upper hemisphere of the growth stage and will
soon hit maturity
D. Running (Outdoor) shoes are already in the maturity stage
E. Golf Shoes have reached the decline stage and needs more attention
before it totally drops from the market
SALES
TIME
Introduction
Growth
Maturity
Decline
Football
Basketball
Tennis
Running
Cricket Golf

Chapter 5. Conclusion and Suggestions
Following are the conclusions and suggestions based on my study of
quantitative and qualitative approach towards promotional activities for
sports shoes in Pune:
The sample size for qualitative study through questionnaire is 40
Audience:
1. 80% surveyors prefer wearing sports shoes and hence the market is huge
2. Amongst the people who prefer to buy sport shoes, 75% are men and only
25% women.
3. More promotion is recommended in the women segment of sport shoes.
27
9
Male
Female
249
3
16-20
20-30
30-45
10
5
19
2
0
5
10
15
20
Student Working Sports Man House Person
Occupation
Gender Age
Figure 5.3

4. 67% of the buyers are youngsters and 33% young adults and adults.
5. New advertisement campaign should be launched that attracts young adults
and adults highlighting the everyday (outdoor) use.
6. 45% surveyors buy sport shoes online whereas 55% buy it from the shop and
hence more online promotion is recommended
7. Online promotion through offering sales more often would be an effective
way as a Pune(Indian) customer is price sensitive
7
29
0 5 10 15 20 25 30 35
no
yes
Do you wear sport shoes ?
2016
Retail
Outlet
Online
14
8
6
8 Amazon
Flipkart
Myntra
otthers
Where do you buy sport shoes from? Which Website?
Figure 5.4

8. According to the survey people come across more advertisements of Nike as
compared to Adidas. However, Adidas advertisement appeals more to the
public as compared to any other brand. Therefore only quantity of
advertisement needs to be increased to gain more market share over the
competitors.
Head Importance Total
Points
Critical High Moderate Low None
Style 5 7 10 11 14 163
Durability 4 4 12 16 12 172
Price 11 13 8 6 3 100
Comfort 7 12 10 12 12 159
Quality 8 5 4 9 13 125
Table 5.1
9. Table 5.1 Analysis: As the questionnaire is on the scale of 1 to 5, with 1
being the most critical aspect, the attributes which have the least number are
the most important in the above table
9
7
12
3
5
15
4
11
0
6
0
2
4
6
8
10
12
14
16
Adidas Puma Nike Lotto Asics
Advertisment reach
Advertisment Appeal
Figure 5.7

10.With price being first, the next most important attribute of sport shoes from a
Pune customer‟s purchase point of view are:
1) Price
2) Quality
3) Comfort
4) Style
5) Durability
Hence an advertisement should be made keeping in mind the priority of the
above attributes.
11.As Adidas gives key importance to their product placement, organizing city
level sport events like- Futsal tournament, open basketball tournaments etc.,
would give a major boost to the brand visibility and also involve active
participation of athletes from around the city and help associate the brand
with the sport.
12.Product life cycle breakdown:
A. Tennis and Basketball sport shoes are still in the introductions stage
and require more promotion than any other sport shoes.
B. Football and cricket shoes are in the growth phase and require
relatively less promotions. However, drastic change in promotions is
not advisable as these are highly sold shoes in the sport section.
C. Running shoes are in the maturity phase and are predicted to stay
there as it is most commonly used as outdoor wear too.

D. Golf shoes are quite expensive as they are for the niche segment and
hence do not sell as good as the other sport shoes in the market.
However, if priced differently and presented in the market, the design
is set to attract customers for daily wear.
13.Though Adidas applies TTL (Through the line advertising), the focus is more
on ATL (Above the Line advertising). Hence BTL (below the Line
advertising) will give a fresh aspect to the customers.
14.More commercials with Pune City FC players are recommended, so the
citizens can relate better with the brand.
15.More involvement of the owner of Pune city FC, Hritik Roshan will give a
serious boost from the celebrity endorsement angle.

BIBILOGRAPHY
Information from the following are considered:
Books:
A. The ultimate guide to sports marketing 2nd
edition-by Graham
Stedman, Lisa Neirotti and Joe Goldblatt.
B. Marketing Management 14e Pearson
Online:
A. Wikipedia.org
1. https://en.wikipedia.org/wiki/Adidas
2. https://en.wikipedia.org/wiki/Reebok
3. https://en.wikipedia.org/wiki/CCM_(ice_hockey)
4. https://en.wikipedia.org/wiki/TaylorMade-Adidas
5. https://en.wikipedia.org/wiki/Footwear
B. Investopedia.com
1. http://www.investopedia.com/articles/markets/012616/adidas-vs-nike
C. Marketing91.com
1. http://www.marketing91.com/marketing-strategy-of-adidas/
D. Slideshare.net
1. http://www.slideshare.net/search/slideshow?searchfromheader&q=adidas
E. Google – General search for pictures and information
F. You Tube
1. https://www.youtube.com/results?search_query=adidas

ANNEXURES – (Questionnaire)
Name: Gender: Occupation:
Age:
1. Do you prefer wearing sport shoes?
i. Yes ii. No
2. Where do you purchase sport shoes from?
i. Retail Outlet ii. Online
(If online then please mention the site)
3. Which brand advertisement do you often come across?
i. Adidas ii. Nike iii. Puma iv. Asics v. Lotto
4. Which sport shoe brand advertisement appeals to you the most?
i. Adidas ii. Nike iii. Puma iv. Asics v. Lotto
5. Your importance for the following attributes, while purchasing the product.
(1.Critically important, 2.Highly important, 3. Moderate importance, 4. Low importance, 5. Not
important)
i. Style – 1. 2. 3. 4. 5.
ii. Durability – 1. 2. 3. 4. 5.
iii. Price – 1. 2. 3. 4. 5.
iv. Comfort – 1. 2. 3. 4. 5.
v. Quality – 1. 2. 3. 4. 5.

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