EFFECT OF BRAND ON CONSUMER PURCHASE DECISION

Abstract

This project takes a look in various kinds of Merchandising activities, Market Share of different sports Shoes and various Sales Promotion schemes, which are followed in the Sports Shoes industry. The three major global players i.e. Reebok, Nike, and Adidas dominate the sports Shoes industry in India. India is one of few battlegrounds in the world where there is neck-to-neck competition between the three. The companies claim to be in number one sport coating the data produced by two different marketing research companies. In the 1980s, Adidas sneakers became popular amongst teenagers and young men. The Adidas sneaker was popularized by the Run DMC song "My Adidas" and became a huge fashion trend. The Tapie affair the history of the company as presented by its official web site is incomplete, perhaps because it is indirectly linked to financial scandals. After a period of serious trouble. The death of Adolf Dassler's son Horst Dassler in 1987, the company was bought in 1990 by Bernard Tapie, for 1.6 billion French francs ($320 million), which Tapie borrowed. Tapie was at the time a famous specialist of rescuing bankrupt companies, a business on which he built his fortune.