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Lightweight: This attribute is in line with the two described above. A lightweight shoe provides greater mobility and eases the pressure on the feet of the wearer.

Durability: People purchasing a pair of shoes at such a high price often feel that they have made an investment. They would obviously want to see their shoes last a long time. To prove this point we draw the example of the authors of this marketing plan. All of us own a pair of Nike's and have been wearing them for well over two years - a symbol of the durability of Nike shoes.

Style: Nike's designs are considered to be the most stylish in the industry and beat all others as far as looks are concerned. Attractively packaged, it is a delight to bring a pair home. Add to this the “Swoosh” - the most recognizable symbol in sports and you have a product that would give the user a definite sense of pride.

Nike shoes also come with a guarantee card that enables the owner to return it in case of manufacturing defects. However, owing to the fact that the company implements strict quality control measures, coming across a defective pair in a store are a rarity. The most recent additions to their line are the Nike 6.0 and Nike SB shoes, designed for skateboarding. Nike has recently introduced cricket shoes, called Air Zoom Yorker, designed to be 30% lighter than their competitors'. Nike positions its products in such a way as to try to appeal to a "youthful....materialistic crowd". It is positioned as a premium performance brand.

RESEARCH METHODOLOGY

Research comprise defining and redefining problems, formulating hypothesis or suggested solutions, collecting, organizing and evaluating data, making deductions and reaching conclusions and at last carefully testing the conclusions to determine whether they fit the formulating Hypothesis.

In short, the search for Knowledge through Objective and Systematic method of finding solutions to a problem is Research.

RESEARCH OBJECTIVES

· To study the tastes, preferences and buying behaviour of consumer in case of foot wear of Nike.

· To analyze buying behaviour of consumers.

· To recommend strategies to Nike to increase sales.

· SWOT analysis of the product sold.

· Comparative study with the competitors.

RESEARCH DESIGN

TYPE OF RESEARCH: -

Descriptive research

Descriptive research includes Surveys and fact-finding enquiries of different kinds. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening.

DATA SOURCES

There are two types of data.

Source of primary data for the present study is collected through questionnaire and answered by consumers of Nike shoes. The secondary data is collected from journals, books and through Internet search.

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