A Comparative study of Consumer Behaviour of

Factory and Exclusive brand outlets of NIKE in

Bangalore city with respect to Footwear

Statement of Problem:
To understand how consumer buying patterns changes when individuals
choose between buying footwear from factory and brand outlets. To
determine how price and quality change the perception of the consumer
when deciding the quantity of goods to buy. To study the suppliers side in
terms of how NIKE segregates its products based on what to display in
each store as well as the variety of a certain collection of products with
reference to a certain time period. To study the demand side in terms of
the quantity of goods purchased per store visit and the psyche affecting
the choice of the customer

Objective:
To understand the necessity of a Nike factory outlet.
To know a consumers perception about both factory and brand
outlets.
To determine the merchandise mix and the shell life of the product.
To determine the service qualities of both outlets.

Research Design:
Research design is descriptive in nature. Preference of people are
analysed and quantified to know the factors responsible for their
preference.

Research Methodology:
Secondary Data:-

Data is collected from various past studies and other sources like
magazines, newspapers, and websites which are qualified as reliable.
Referencing is taking from past NIFT projects as a guide.

Primary Data:-

This data will be collected through a survey of consumers with the help of
questionnaire.

Population: - NIKE store customers, managing staff, customers

Sampling unit: - People purchasing from stores at the time of research

Sampling method: - Convenience

Sample size: - 100 customers, 30 staff members( i

Data Analysis

Statistic Tools: - Averages, Pie charts, Bar charts, Histogram

Software Tools: - MS Excel

Scope of Research:
The research will concentrate the whole analysis based on a survey based
quantitative study in Bangalore. The agenda of the entire study is to know
the factors which influence the buying behaviour of consumers while
purchasing apparels in factory and exclusive brand outlets of NIKE
footwear.

Limitations:
The research will be limited to Bangalore city only.
Time will be limited.
Small sample size.
Biased responses due to Demand Characteristics
Incompletion of questionnaires.
Interpretation of open ended questions is subjective and can vary
from person to person.