Proceedings of the 31st International Academic Conference, London

CONSUMER PERCEPTION AND COMPARATIVE ANALYSIS OF SPORT SHOES BRAND

MIT SHAH

Abstract:

Indian economy has substantially changed in last 3 decades. The economic upliftment has given considerable purchasing power to Indian consumers. Now, Indian consumers are more inclined towards branded products. Specifically, youth is considerably influenced by the branding of the multinational companies in different product categories. This paper focuses on the comparison between marketing strategies of sports shoe brand i.e. Nike and Adidas in particular. Segmentation, Positioning and marketing mixes will be stated. Consumers perception while giving preferences to a particular brand will be told. Innovative market practices implemented by global brands as well as its influence on consumers will be stated. Consumers viewpoints will also be told. Lastly, conclusion and point of view from my side on comparative marketing strategy will be stated.

Keywords: Consumers perception, Marketing strategy, Branding. Purchasing Power

DOI: 10.20472/IAC.2017.031.046

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