PUMA AND ITS ACCESSORIES- CUSTOMER

SATISFACTION.

BY
ROSETTA MERLIN ROBERT
TIARA BIJU
TRESA MEETHU

CONTENTS
Chapter

Title

No.

Page
No.

Introduction

Profile of Puma

Theoretical review

Data analysis and

interpretation

Findings and conclusion

Bibliography
Annexure

LIST OF TABLES
Table No.

Customer preferences

Page
No.

4.1

Less expensive but very stylish &

4.2

of latest design
Expensive & stylish but

4.3

comfortable
Less expensive but very stylish &

4.4

long lasting.
Very stylish & of latest design

4.5

Tailor made shoes which are very

4.6

stylish & of latest design

If free gifts or discounts is available

4.7

Expectation is fulfilled by my shoes

4.8

supplier
Companies should survey

4.9

customer preferences
Companies should suggest design

4.10

using celebrity.
Know exactly what I want in my

4.11

shoes.
Dont want to spend too much time

4.12

on deciding my shoes
Buy shoes which are advertised

4.13

attractively
Stores display is the best form of

advertisement
4.14

T.V. advertisement is the best form

4.15

of advertisement
Buying customized shoe by
internet is very attractive

LIST OF FIGURES
Fig No.
4.1.1

Table No.
Page No.
Less expensive but very stylish &

4.2.1

of latest design
Expensive & stylish but

4.3.1

comfortable
Less expensive but very stylish &

4.4.1

long lasting
Very stylish & of latest design

4.5.1

Tailor made shoes which are very

4.6.1

stylish & of latest design

If free gifts or discounts is

4.7.1

available
Expectation is fulfilled by my

4.8.1

shoes supplier
Companies should survey

4.9.1

customer preferences
Companies should suggest

4.10.1

design using celebrity.

Know exactly what I want in my
shoes.

4.11.1

Dont want to spend too much

4.12.1

time on deciding my shoes

Buy shoes which are advertised

4.13.1

attractively
Stores display is the best form of
advertisement

4.14.1

T.V. advertisement is the best

4.15.1

form of advertisement
Buying customized shoe by
internet is very attractive

CHAPTER 1
INTRODUCTION
INTRODUCTION
OBJECTIVES OF STUDY
SIGNIFICANCE AND SCOPE OF STUDY
STATEMENT OF PROBLEM
DATA AND RESEARCH METHODOLOGY
METHODS OF DATA COLLECTION
LIMITATION OF STUDY

INTRODUCTION
Puma is a major German multinational company
that

produces

sportswear.

The

athletic

shoes,

company

was

footwear,
formed

and
in

other

1924

as

GebruderDasslerSchuhfabrik by Adolf and Rudolf Dassler.

The relationship between the two brothers deteriorated
until the two agreed to split in 1948, forming two separate
entities, Adidas and Puma. Both companies are currently
based in Herzogenaurach, Germany. It is the worlds
leading supplier of athletic and apparel and a major
manufacturer of sports equipment. Pumas worldwide.
Currently-adjusted brand sales, comprising revenues from
licenses and consolidated sales increased in the financial
year 2011 by 11.8% to 3,172.5 million. In the reporting
currency, the euro, brand sales were 10.8% higher than in
the previous year. In addition to manufacturing sportswear
and equipment, the company operates retail stores.
In the 21 century, Puma has constantly set new
trends and expanded its brand in the most spectacular
ways. As a professional equipment supplier in motorsports
(Ferrari, Renault), through cooperation agreements in
design and fashion ([Link]), with sensational
football shirts for the Cameroon national football team
(sleeveless and one piece), as the supplier of the Jamaican

track and field team, as the sponsor of the 2006 World Cup
Champions(Italy) and as a supplier of golf fashion. In 2008,
Puma sets sails for the first time by entering its own sailing
yacht into the Volvo Ocean Race, one of the longest and
hardest sailing races in the world and finishes the race in
second place. At the 2009 World Championships in
Athletics, Puma again writes sport history: sprint hero
Usain Bolt smashes the 100m and 200m world records.

OBJECTIVE OF STUDY
To study the tastes, preferences and buying behavior
of consumers.
To recommend strategies to Puma to increase sales.
To analyze the customer satisfaction.
Comparative study with the company.

SIGNIFICANCE AND SCOPE OF STUDY

The study is conducted mainly to find the various
Puma products and the responses of the public to that.
How far the Puma industry as met their problems and the
measures taken by it to satisfy its customers. I hope this
study of mine will be useful.
And I have plans for sending this feed back to the
Puma industry so that it will work more on the current
issues its customers are facing. I also believe that they will
take appropriate measures and act accordingly. This can

bring many changes to its marketing strategy and can also

be satisfactory with the customers and be a number 1
industry in its genre.

STATEMENT OF PROBLEM
To conduct research on the various products and
accessories of Puma. Their customer satisfaction problems
and also to check how have they had succeeded in solving
those problems.

DATA AND RESEARCH METHODOLOGY

Sample Size
The sample size selected for the study is 30
respondents from the total population.

Sample Extend
It is the area covered to conduct the study. The
area used for this study is 9th division of Kochi Corporation.

Sample Period
The survey was conducted for the month of
December 2012.

METHODS OF DATA COLLECTION

There are two types of data. Primary data and

secondary data.
Both primary and secondary data are used for
the study. Source of primary data for the study is collected
through questionnaire. The secondary data is collected
from journals, books and through Internet search for
company information website of company is used.

LIMITATIONS OF THE STUDY

The geographical area was very much limited to
residential & so the results are not particularly
reflection of the current behavior.
Due to limited time period and constrained working
hours for most of respondents, the answers at times
were vague enough to be ignored
Lack of cooperation by the respondents.

CHAPTER 2

A PROFILE OF PUMA:
COMPANY PROFILE
EXECUTIVE SUMMARY
ORIGIN & HISTORY
INDUSTRY PROFILE
COMPETITORS PROFILE

EXECUTIVE SUMMARY
Puma was formed in 1924 by Adolf and Rudolf
Dassler. It is a major German multinational company that
produces athletic shoes, footwear, and other sportswear.
Puma currently based in Herzogenaurch, Germany. Pumas
vision provides the company, the employees and all of their
stakeholders with 4 keys- Fair, Honest, positive and
creative. These 4 keys act as compass that always keeps us
true to our vision of a better world- guiding all of our
decisions, actions, processes and practices. The company
uses the 4 keys as a tool, which means always doing the
best to be Fair, Honest, Positive and creative in everything
they do. Puma as a leading company within the sport
lifestyle industry has the opportunity and the responsibility
to contribute to a better world for the generations to come.
Pumas worldwide, currency-adjusted brand sales,
comprising revenues from licenses
And consolidated sales increased in the financial year
2011 by 11.8% to 3,172.5 million. In the reporting
currency, the euro, brand sales were 10.8% higher than in
the previous [Link] has managed to crack 3 billion
euros in sales, reaching the ambitious 2011 target set by
Puma. Much of PUMAs success in 2011 can be attributed
to the long-term strategic growth plan launched in autumn
2010 with implementation starting last year.

ORIGIN AND HISTORY

Puma is a major German multinational company that
produces athletic shoes, footwear, and other sportswear. The

company
was
formed
in
1924
as GebrderDasslerSchuhfabrik by Adolf and Rudolf Dassler. The
relationship between the two brothers deteriorated until the two
agreed
to
split
in
1948,
forming
two
separate
entities, Adidas and Puma. Both companies are currently based
in Herzogenaurach, Germany.
Shortly after the co. is founded Rudolf Dassler successfully
develops a football boot with screw-in studs, in collaboration with
experts, such as SeppHerberger. The launch of the Super
Atom, the worlds first screw in boots, which Dassler
launches in 1952 and marks the beginning of a long term
and highly successfully relationship between PUMA and
football. 1970 Pele- again player of the tournament- wears
Pumas boot.
In the 21st century, PUMA has constantly set new
trends and expanded its brand in the most spectacular
ways: As a professional equipment supplier in motorsports
(Ferrari, Renault), through cooperation agreements in
design and fashion (e.g. Yasuhiro Mihara), with sensational
football shirts for the Cameroon national football team
(sleeveless and one piece), as the supplier of the Jamaican
track and field team, as the sponsor of the 2006 World Cup
Champions (Italy) and as a supplier of golf fashion. In
2008, PUMA sets sails for the first time by entering its own
sailing yacht into the Volvo Ocean Race, one of the longest
and hardest sailing races in the world and finishes the race
in second place. At the 2009 World Championships in
Athletics, PUMA again writes sport history: sprint hero
Usain Bolt smashes the 100m and 200m world records.

The year 2010 is marked by the Football World Cup in

Africa, PUMAs home-away-from-home, and a milestone in
motorsport. PUMA successfully kicks off the World Cup
year at the Africa Cup in Angola with Egypts Pharaohs
winning the Cup of Nations for the third successive time. At
the FIFA World Cup 2010 in South Africa PUMA sponsors
seven football federations, including the African Teams
Ghana, Cameroon, Ivory Coast and Algeria, alongside Italy,
Switzerland and Uruguay. In November Sebastian Vettel of
PUMA supplied Red Bull Racing
becomes the youngest-ever Formula One champion at the
age of 23 and is voted German- as well as European
Sports Man Of The Year 2010. Puma had attained
2,862.1 million in 2010 and 3,172.5 million in 2011

PUMA HAS ACHIEVED MANY AWARDS LIKE:

Yellow Pencil Winner (Clever Little Bag), Packaging
Design, Professional Awards 2011, D&AD
Black Pencil Winner (PUMA Phone Packaging),
Packaging Design, Professional Awards 2011, D&AD
Winner (Clever Little Bag), Innovation of the Year,
2011 Luxury Briefing Awards
Silver Winner (PUMA), Best Green International
Business Award (Large), 6th International Green Awards
Bronze Winner (Clever Little Bag), Best Green New
Product Innovation, 6th International Green Awards

 Winner (Clever Little Bag), Best of Show, The Dieline

Awards 2011
Winner (Clever Little Bag), Sustainability, Conde
Nast Traveller 2011 Innovation and Design Awards
Winner (Clever Little Bag), Packaging, Core77
Design Award 2011
Winner (Clever Little Bag), Graphics/Identity/
Packaging GOOD DESIGN Award 2011.

MANAGING DIRECTORS OF PUMA FROM 2011 ARE:

FRANZ KOCH (CEO)
KLAUS BAUER (Finance, Law, Operations, Logistics, IT,
Human Resources)
STEFANO CAROTI (Sales)
REINER SEIZ (Procurement)
ANTONIO BERTONE (Marketing)

PROFILE OF THE INDUSTRY:

Industry Size
In 1998, Americans spent approximately $38 billion
to purchase more than 1.1 billon pairs of shoes. The
wholesale value of athletic shoes for the US market totaled
$8.7 billion in 1998 down 8.5% from the years before.
According to the sporting goods Manufacturers Association,
athletic footwear accounts for almost 35% of all footwear
purchases. In general, consumers are spending less
worldwide for athletic footwear. The current domestic
industry focus is on casual and comfortable shoes.
Although athletic footwear sales appear to be recovering,
demand is still leaning toward the brown shoe casual
footwear with a comfortable and rugged design. This switch
Is due to the increasing number of work places adopting
casual dress codes.

Industry Probability
The athletic footwear industry is a challenging and a
saturated market. Intense competition, fashion trends and
price conscious consumers have slowed growth in this
industry. Manufacturers are combating sluggish sales with
radical new styles, along with offering more styles at lower
prices points. Companies are looking for new ways to boost

sales by capitalizing on direct internet sales to consumers.

Many

companies

are

also

increasing

profitability

by

transferring production to cheaper offshore facilities.

This segment has reached a point of maturity in the
domestic market and can look forward to only modest sales
growth for the long term. However, sales are improving
slightly, especially in the areas of running shoes, cross
trainers and basket ball shoes. Therefore, companies with
strong brands will increasingly turn to international
markets for growth.

Industry entry and exit barriers

Entry barriers: The athletic footwear industry is a very
competitive and mature market. The leaders of this
industry are very well established. Leaders like Puma,
Reebok

have

made

the

industry

what

it

is

today.

Consequently, long-time competitors like Saucony and KSwiss have being struggling for years just to keep their
brands alive. This cutthroat environment has hindered the
entry of new competitors.
Economies of scale also contribute to the lack of new
comes into this market. In order to have an edge over the
leaders, companies must be able to compete at all levels
such as reasonable pricing, efficient production, and high

product quality. These things are difficult to achieve

without the resources of an established manufacturer.
Another key barrier to entry is the access of
traditional distribution channels. When combining the
shelves at stores like Sports Authority and Foot Locker, it is
evident that the leaders dominate the shelves. Lesserknown brands are viewed by retailers as being too risky to
replace an established brand name like Puma or Reebok on
the shelf.
These walls seem to be breaking down with the help
of the Internet. The costs of overhead that come along with
traditional brick and mortar retail distributors are being
significantly diminished. New entrants are now able to slide
into markets without these highs start up costs, making it
more profitable to begin production.
Exit Barriers: when a company decides to exit from this
industry it must be aware of things such as indebtedness
and its ability to meet those obligations. A company must
also be cognizant of law suits filed by its stakeholders and
claims made on residual assets.

PROFILE OF THE COMPETITOR

Reebok, in terms of their products, is not entirely
different from Puma. Reebok is involved in the design and
marketing of both athletic and non athletic footwear and

apparel, as well as other various fitness projects. Reeboks

financial position has being gradually slipping for a
number of years. This is evident in their declining stock
price, which has fallen by over 80% in the last 4 years.
Reeboks financial woes are illustrated in their declining net
sales. Reeboks net sales declined 9% during the first threequarters of fiscal year 2010. During that same period, net
income declined 17%. Taking these and other factor into
account leaves Reeboks current financial position as a
whole looking bleak.

CHAPTER 3
THEORETICAL REVIEW:
THEORETICAL
SATISFACTION

ASPECTS

OF

CUSTOMER

CUSTOMER SATISFACTION
Customer satisfaction is the buzzword used by the
business people for the success of organization in the
present days. Due to the increases of heavy competition in
every product line it become difficult for the companies to
retain the customers for longer time. So retain the
customer for longer time the marketer has to do only one
thing i.e. customer satisfaction. If customer is fully satisfied
by the product it not only run the organization successfully
but also fetches many benefits for the company. They are
less process sensitive and they remain customer for a
longer period. They buy addition products overtimes as the
company introduce related products or improved, so
customer satisfactions is gaining a lot of importance in the
present day. Every company is conducting survey on
customer satisfaction level on their products, to make the
products up to the satisfaction level of customers.
Customer is defined as anyone who receives that
which is produced by the individual or organization that
has

value.

Customer

expectations

are

continuously

increasing. Brand loyalty is a thing of the past. Customers

seek out products and producers that are best able to
satisfy their requirements. A product does not need to be
rated highest by customers on all dimensions, only on
those they think are important. Customer satisfaction, a

term frequently used in marketing, is a measure of how

products and services supplied by a company meet or
surpass customer expectation. Customer satisfaction is
defined as the number of customers, or parentage of total
customers, whose reported experience with a firm, its
products,

or

its

services

(ratings)

exceeds

specified

satisfaction goals. Puma focus has always been on the

customer satisfaction, it invests a lot in its product
research and development in order to offer better apparels
to the customers. It has always striven a competitive edge
to foster the best possible performance in its athletics.
Product

quality,

product

innovation,

the

customer

satisfaction and customer retention is very high. The only

criterion where the company faces tough time is its high
prices.

THE DIVISION AND ITS CUSTOMER SATISFACTION

SURVEYS.
The division we studied is an outsourcing business
that handles customers copying, printing, and document
networking needs. It conducts its business in two sorts of
locations: centers in major locations across the countries
which process a variety of small and large orders, and
Facilities Management sites or FMs, installations the
division runs at customer premises. FMs are staffed by

division employees and attempt to take care of the entire

range of customers document services needs. This variety
of kinds of work gave rise to a similar variety of customer
satisfaction surveys; indeed, there are three separate
instruments sent to the divisions Center Services and FM
customers.

CHAPTER 4
DATA ANALYSICS AND INTERPRETATION:
QUESTIONNAIRE TABLE
GRAPH

{A sample of 15 questions is prepared and is given to 30 individuals.

From the responses given by them the following table and graph is
prepared.}
1. I like to buy shoes which are less expensive but very stylish
& of latest design.
Opinion
No. of
respondent
s

Strongl
y agree
22

Percentage 73
(%)

Agre
e
4

14

Indifferen Disagre
t
e
3
1

10

Strongly Total
disagree
0
30

100

Table 4.1

120
100
80
No. of respondents

60

Percentage (%)
40
20
0
Strongly agree

Indifferent

Strongly

Fig 4.1.1
From this we can interpret that customers are more
attracted with less expensive but very stylish & of latest
design.

2. I like to buy shoes which are expensive & stylish but

comfortable.

Opinion
No. of
responden
ts

Strongl
y agree
6

Percentage 10
(%)

Agre
e
6

Indifferen
t
2

Disagre
e
5

Strongly Total
disagree
11
30

10

68

100

Table 4.2

120
100
80
No. of respondents

60

Percentage (%)
40
20
0
0

Fig 4.2.1
Customers strongly agree and strongly disagree the
statement is almost equal. Customers are aware on the
expense.

3. I like to buy shoes which are less expensive but very stylish
& long lasting.
Opinion
No. of
respondents
Percentage
(%)

Strongl
y agree
15

Agre
e
9

Indifferen
t
3

Disagre
e
3

Strongly Total
disagree
0
30

50

13

10

10

100

Table 4.3

120
100
80
No. of respondents

60

Percentage (%)
40
20
0
Strongly agree

Indifferent

Strongly

Fig 4.3.1
50% of customers strongly agree with statement and
10% each disagree and indifferent with statement.
Customer preference is towards less expensive and long
lasting.

4. I like to buy shoes which are very stylish & of latest design.
Opinion

Strongl
y agree

Agre
e

No. of
responden
ts

14

27

17

Percentage 46
(%)

Indifferen
t

Disagre
e

Strongl
y
disagre
e
1

Total

30

100

Table 4.4
Total
Strongly
Disagree
Percentage (%)
Indifferent

No. of respondents

Agree
Strongly agree
0

20 40 60 80 100 120 140

Fig 4.4.1
46% of customers strongly agree, 27% disagree, 17%
disagree and 7% is indifferent. Most customers like stylish
and latest design.

5. I like to buy Tailor made shoes which are very stylish &
latest design.
Opinion

Strongl
y agree

Agre
e

Indifferen
t

Disagre
e

No. of
responden
ts

15

50

17

Percentage 23
(%)

Total

Strongl
y
disagre
e
3

10

100

30

Table 4.5
120
100
80
No. of respondents

60

Percentage (%)
40
20
0
Strongly agree

Indifferent

Strongly

Fig 4.5.1
23% strongly agree, 50% agree, none of them disagree
with the statement. Most of the customers agree with this.

6. I will certainly buy shoes if free gifts or discount is

available.
Opinion

Strongl
y agree

Agre
e

Indifferen
t

Disagre
e

No. of
responden
ts

20

17

10

Percentage 67
(%)

Strongl
y
disagre
e
0

Total

30

100

Table 4.6
140
120
100
80
No. of respondents
60

Percentage (%)

40
20
0
Strongly agree

Indifferent

Strongly

Fig 4.6.1
More than 50% strongly agree with this statement and
no one strongly disagree with it. Most of the customers
agree buying if gift or discount is available.

7. My expectation is fulfilled by my shoe supplier.

Opinion

Strongl
y agree

Agree Indifferen
t

Disagre
e

Total

Strongl
y
disagre
e
1

No. of
respondent
s

18

Percentage
(%)

20

14

60

100

30

Table 4.7

Strongly agree
Agree
Indifferent
Disagree
Strongly
Total

Fi
g 4.7.1
60% are indifferent, 3% each disagree and strongly
disagree with the statement. Most of the peoples are
indifferent to this.

8. Shoe companies should survey customer preferences.

Opinion

Strongl
y agree

Agree Indifferen
t

Disagre
e

Total

Strongl
y
disagre
e
0

No. of
respondent
s

24

Percentage
(%)

80

20

100

30

Table 4.8
120
100
80
No. of respondents

60

Percentage (%)
40
20
0
0

Fig 4.8.1
80% of customers strongly agree and remaining 20%
agree with this. So survey is good for company. We should
survey customer preference.

9. Shoe

companies

should

suggest

shoe

design

using

celebrity.
Opinion

Strongly Agre
agree
e

Indifferen
t

Disagre
e

No. of
responden
ts

14

20

13

Percentage 47
(%)

Total

Strongl
y
disagre
e
1

17

100

30

Table 4.9
120
100
80
No. of respondents

60

Percentage (%)
40
20
0
Strongly agree

Indifferent

Strongly

Fig 4.9.1
47% strongly agree, 20% agree, 13% are indifferent,
3% strongly disagree and 17% disagree. Half the customers
like design using celebrity.

10. I know exactly what I want in my shoes.

Opinion

Strongl
y agree

Agre
e

Indifferent Disagre
e

No. of
responden
ts

20

13

20

Percentage 67
(%)

Total

Strongl
y
disagre
e
0

100

30

Table 4.10
120
100
80
No. of respondents

60

Percentage (%)
40
20
0
0

Fig 4.10.1
67% of customers strongly agree 13% agree, 20% are
indifferent and none of them disagree with the statement.
Most of them know what they want.

11. I dont want to spend too much time on deciding my

shoes.
Opinion

Strongly Agre
agree
e

Indifferen
t

Disagre
e

Total

Strongl
y
disagre
e
0

No. of
respondent
s

13

10

Percentage
(%)

43

33

17

100

30

Table 4.11
120
100
80
No. of respondents

60

Percentage (%)
40
20
0
0

Fig 4.11.1
43% strongly agree, 33% agree, 17% are indifferent
and none of them strongly disagree. Spending too much
time on decision is not affordable to them.

12. I buy shoes which are advertised attractively.

Opinion

Strongly
agree

Agre
e

Indifferen
t

Disagre
e

No. of
responden
ts

12

40

10

Percentage 27
(%)

Total

Strongl
y
disagre
e
5

17

100

30

Table 4.12
140
120
100
80
60
40
20

Percentage (%)
No. of respondents

Fig 4.12.1
27% strongly agree, 40% agree, 10% are indifferent,
6% disagree and 17% of them strongly disagree. Attractive
advertisement is good for product movement.

13. Stores display is the best form of advertisement.

Opinion

Strongly
agree

Agre
e

Indifferen
t

Disagre
e

Total

Strongl
y
disagre
e
2

No. of
responden
ts

15

10

Percentage 50
(%)

33

100

30

Table 4.13
140
120
100
80
Percentage (%)
60

No. of respondents

40
20
0
Strongly agree

Indifferent

Strongly

Fig 4.13.1
Half of the customers strongly agree, 33% only agree,
3% of them are indifferent and 7% each disagree and
strongly disagree. Half the customers agree to this.

14. T.V. advertisement is the best form of advertisement.

Opinion

Strongly Agre
agree
e

Indifferen
t

Disagre
e

No. of
responden
ts

10

23

10

Percentage 33
(%)

Total

Strongl
y
disagre
e
8

27

100

30

Table 4.14
100
90
80
70
60
50
40
30
20
10
0

No. of respondents
Percentage (%)

Fig 4.14.1
33% strongly agree 23% only 10% are indifferent, &7%
disagree and 27% strongly disagree.

15. Buying customized shoe by internet is very attractive.

Opinion

Strongly
agree

Agre
e

Indifferen
t

Disagre
e

No. of
responden
ts

11

27

10

Percentage 36
(%)

Total

Strongl
y
disagre
e
8

27

100

30

Table 4.15
100
90
80
70
60
50
40
30
20
10
0

No. of respondents
Percentage (%)

Fig 4.15.1
36% consumers strongly agree 10% indifferent, none
of them disagree and another 27% strongly disagree.
Buying through internet is preferred most.

CHAPTER 5

FINDING
SUGGESTIONS
CONCLUSION

FINDINGS
It is analyzed that 73% of the respondents strongly
agree that they like to buy shoes that are less
expensive.
In this study 68% respondents strongly disagree to
buy shoes which are expensive but comfortable.
50% of participants strongly agree to buy shoes
which are less expensive but stylish.
From the participants of study 46% strongly agree to
buy shoes which are very stylish.
50% of respondents agree to buy Tailor made shoes
which are stylish.
Out off 30 respondents 20 strongly agree to buy
shoes if free gifts or discounts are available.
60% are indifferent to the opinion that their
expectations are fulfilled by their shoe supplier.
In this study 80% strongly agree that shoe
companies should survey customer preferences.
47% strongly agree that Shoe Company should
advertise their shoes using celebrity.
67% strongly agree exactly what they want in their
shoes.
Out off 30 participants 13 respondents strongly
agree that they dont want to spend more time on
deciding their shoes.

 40% agree that they buy shoes that are advertised

attractively.
In this study 50% strongly agree that stores display
is best form of advertisement.
33% strongly agree that T.V advertisement is the
best form of advertisement.
36% strongly agree that buying customized shoes by
internet is very attractive.

SUGGESTION
Store decorations and product displays should be
designed to create a strong first impression.
Seasonal promotion campaigns, like special
discounts and advertisements, could be employed.
New lines of collections should be introduced for
festivals.
Promotional activities in shopping malls and
department stores, discounts and TV commercials
are considered effective channels for promotions.
It is advisable to pay attention to the affordability of
customers in different cities, while setting price
points for different product categories.
Popular materials used for leather consumer goods
include bovine skin, goat / kid / lamb / sheep skin
and crocodile skin.

CONCLUSION
The

project

ACCESSORIES-CUSTOMER
conducted

to

study

the

titled

PUMA

AND

SATISFACTION
tastes

and

preferences

ITS
was
of

consumers and to analyze the customer satisfaction.

By this project it was able to understand the
consumers needs and preferences and their behavior in
purchasing. It is also understood that Pumas vision
provides the company, their employees and all of their
stakeholders with 4 keys- Fair, Honest, positive and
creative. These 4 keys act as compass that always keeps
them true to their vision. By these principles Puma work
for customers and for the world in which they operate.

BIBLIOGRAPHY
Books:
Hawkins, Best ad Coney - Consumer Behaviour.
Philip Kotler - Marketing Management.

Websites:
Puma Annual Report 2011
[Link]
ApnaBanglore
Indiainfoline

Newspaper:
Economic Times

ANNEXURE
QUESTIONNAIRE

1. I like to buy shoes which are less expensive but very stylish

& of latest design.

Strongly agree
Agree
Indifferent
Disagree
Strongly disagree

2. I like to buy shoes which are expensive & stylish but

comfortable.
Strongly agree
Agree
Indifferent
Disagree
Strongly disagree

3. I like to buy shoes which are less expensive but very stylish

& long lasting.

Strongly agree
Agree
Indifferent
Disagree

 Strongly disagree
4. I like to buy shoes which are stylish & of latest design.
Strongly agree

Agree

Indifferent

Disagree

Strongly disagree

5. I like to buy Tailor made shoes which are very stylish & of

latest design.
Strongly agree
Agree
Indifferent
Disagree
Strongly disagree

6. I like certainly buy shoes if free gifts or discounts is

available.
Strongly agree
Agree
Indifferent
Disagree
Strongly disagree

7. My expectation is fulfilled by my shoes supplier.

Strongly agree

Agree

Indifferent

Disagree

Strongly disagree

8. Shoe companies should survey customer preferences.

Strongly agree

Agree

Indifferent

Disagree

Strongly disagree

9. Shoe companies should suggest design using celebrity.

Strongly agree

Agree

Indifferent

Disagree

Strongly disagree

10. I know exactly what I want in my shoes.

Strongly agree

Agree

Indifferent

Disagree

Strongly disagree

11. I dont want to spend too much time on deciding my

shoes.
Strongly agree
Agree
Indifferent
Disagree
Strongly disagree

12. I buy shoes which

Strongly agree
Agree
Indifferent
Disagree
Strongly disagree

are advertised attractively.

13. Stores display is

Strongly agree
Agree
Indifferent
Disagree
Strongly disagree

the best form of advertisement

14.T.V. advertisement
Strongly agree
Agree
Indifferent
Disagree
Strongly disagree

is the best form of advertisement.

15. Buying customized shoe by internet is very attractive.

Strongly agree

Agree

Indifferent

Disagree

Strongly disagree