DATA ANALYSIS AND INTERPRETATION
5.1 Demographical Analysis:
Gender wise Analysis of Sample:
Frequency Percent
Valid Percent
Cumulative Percent
Valid Male 23 77.0 77.0 77.0
Female 7 23.0 23.0 100.0
Total 30 100.0 100.0
In this survey of Brand personality measurement of Adidas & Nike 77% male participated against 23% female.
0 5 10 15 20 25
Male Female
23
7
SHREE CHIMANBHAI PATEL INSTITUTE OF MANAGEMENT & RESEARCH Page 25 5.2 Marital Status wise Analysis of Sample:
Frequency Percent
Valid Percent
Cumulative Percent
Valid Unmarried 25 86.0 86.0 86.0
Married 5 14.0 14.0 100.0
Total 30 100.0 100.0
In this survey of Brand personality measurement of Adidas & Nike 86% unmarried people participated against 14% married.
0 5 10 15 20 25
UnMarried Married
25
5
SHREE CHIMANBHAI PATEL INSTITUTE OF MANAGEMENT & RESEARCH Page 26 5.3 Age wise Analysis of Sample:
Frequency Percent
Valid Percent
Cumulative Percent
Valid 18-24 20 69.0 69.0 69.0
24-30 7 24.0 24.0 93.0
30-36 2 6.0 6.0 99.0
A 1 1.0 1.0 100.0
Total 30 100.0 100.0
In this survey of Brand personality measurement of Adidas & Nike the major participation age group of 18-24 (20%), 24-30 (24%), 30-36 (6%) and 1% people above 48 years.
0 2 4 6 8 10 12 14 16 18 20
18-24 25-30 31-36 37 & above
20
7
2
1
SHREE CHIMANBHAI PATEL INSTITUTE OF MANAGEMENT & RESEARCH Page 27 5.4 Occupation wise Analysis of Sample:
Frequency Percent
Valid Percent
Cumulative Percent
Valid Student 23 77.0 77.0 77.0
Professional 3 10.0 10.0 87.0
GV.
Employee 1 2.0 2.0 89.0
Businessman 1 3.0 3.0 92.0
Homemaker 2 8.0 8.0 100.0
Total 30 100.0 100.0
In this survey of Brand personality measurement of Adidas & Nike the major participation of respondents are student 77%, Professional 10%, Government employee 2%, Businessman 3%
and Homemaker 8%.
0 5 10 15 20 25
Student Professional Gov Emplooyee Businessman Home Maker 23
3
1 1 2
SHREE CHIMANBHAI PATEL INSTITUTE OF MANAGEMENT & RESEARCH Page 28 Cross tabulation analysis: Respondents perception about Brand personality attributes of Nike and Adidas
Gender wise perception about brand personality attributes (Sincerity- Down to Earth) of Adidas & Nike:
Sincerity (Nike And Adidas) strongly
disagree
disagree neutral agree strongly agree
Nike (male) 1 3 6 8 5
(female) 1 1 1 3 1
Adidas (male) 3 6 7 4 3
(female) 1 2 2 1 1
This graph of Sincerity attribute of Brand Personality indicates that 27% male and 10% female think Nike is sincere brand. Whereas 16% male and 6% female agree that Adidas is sincere brand.
0
SHREE CHIMANBHAI PATEL INSTITUTE OF MANAGEMENT & RESEARCH Page 29 Gender wise perception about brand personality attributes (Hardworking) of Adidas & Nike:
Hardworking (Nike and Adidas)
strongly disagree
disagree neutral agree strongly agree
Nike (male) 1 4 7 6 5
(female) 1 1 2 2 1
Adidas (male) 1 4 5 10 3
(female) 1 1 2 2 1
This graph of Hardworking attribute of Brand Personality indicates that 21% male and 7% female think Nike is sincere brand. Whereas 34% male and 11% female agree that Adidas is sincere brand.
0
Strongly Disagree Disagree Nutral Agree Strongly Aagree 1
SHREE CHIMANBHAI PATEL INSTITUTE OF MANAGEMENT & RESEARCH Page 30 Gender wise perception about brand personality attributes (Sophistication) of Adidas & Nike:
Sophistication(Nike and Adidas)
strongly disagree
disagree neutral agree strongly agree
Nike (male) 1 3 6 8 5
(female) 1 1 2 2 1
Adidas (male) 1 2 7 8 5
(female) 1 1 3 1 1
This graph of Sophistication attribute of Brand Personality indicates that 26% male and 7% female think Nike is sincere brand. Whereas 28% male and 8% female agree that Adidas is sincere brand.
0
Strongly Disagree Disagree Nutral Agree Strongly Aagree 1
SHREE CHIMANBHAI PATEL INSTITUTE OF MANAGEMENT & RESEARCH Page 31 Gender wise perception about brand personality attributes (Feminine) of Adidas & Nike:
Feminine(Nike and Adidas)
strongly disagree
disagree neutral agree strongly agree
Nike (male) 2 3 7 5 6
(female) 1 1 2 1 1
Adidas (male) 1 4 8 8 2
(female) 1 1 2 2 1
This graph of Feminine attribute of Brand Personality indicates that 17% male and 7% female think Nike is sincere brand. Whereas 27% male and 8% female agree that Adidas is sincere brand.
0
SHREE CHIMANBHAI PATEL INSTITUTE OF MANAGEMENT & RESEARCH Page 32 Gender wise perception about brand personality attributes (Ruggedness) of Adidas & Nike:
Ruggedness(Nike and Adidas)
strongly disagree
disagree neutral agree strongly agree
Nike (male) 2 3 8 6 4
(female) 0 2 2 2 1
Adidas (male) 1 3 6 8 5
(female) 1 1 2 2 1
This graph of Ruggedness attribute of Brand Personality indicates that 22% male and 8% female think Nike is sincere brand. Whereas 28% male and 8% female agree that Adidas is sincere brand.
0
SHREE CHIMANBHAI PATEL INSTITUTE OF MANAGEMENT & RESEARCH Page 33 Gender wise perception about brand personality attributes (Outdoorsy) of Adidas & Nike:
Outdoorsy(Nike and Adidas)
strongly disagree
disagree neutral agree strongly agree
Nike (male) 1 4 8 5 5
(female) 1 1 1 3 1
Adidas (male) 2 3 8 7 3
(female) 1 1 2 2 1
This graph of Outdoorsy attribute of Brand Personality indicates that 19% male and 12% female think Nike is sincere brand. Whereas 23% male and 9% female agree that Adidas is sincere brand.
0
SHREE CHIMANBHAI PATEL INSTITUTE OF MANAGEMENT & RESEARCH Page 34 Gender wise perception about brand personality attributes (Trendy) of Adidas & Nike:
Trendy(Nike and Adidas)
strongly disagree
disagree neutral agree strongly agree
Nike (male) 1 3 6 8 5
(female) 0 1 3 2 1
Adidas (male) 2 3 8 6 4
(female) 1 1 2 2 1
This graph of Trendy attribute of Brand Personality indicates that 28% male and 8% female think Nike is sincere brand. Whereas 21% male and 6% female agree that Adidas is sincere brand.
0
Strongly Disagree Disagree Nutral Agree Strongly Aagree 1
SHREE CHIMANBHAI PATEL INSTITUTE OF MANAGEMENT & RESEARCH Page 35 Gender wise perception about brand personality attributes (Up to Date) of Adidas & Nike:
Up to Date(Nike and Adidas)
strongly disagree
disagree neutral agree strongly agree
Nike (male) 1 6 6 7 3
(female) 1 1 2 2 1
Adidas (male) 1 2 7 8 5
(female) 1 1 3 1 1
This graph of Up to date attribute of Brand Personality indicates that 23% male and 5% female think Nike is sincere brand. Whereas 28% male and 8% female agree that Adidas is sincere brand.
0
SHREE CHIMANBHAI PATEL INSTITUTE OF MANAGEMENT & RESEARCH Page 36 Gender wise perception about brand personality attributes (Family Oriented) of Adidas &
Nike:
Family Oriented(Nike and Adidas)
strongly disagree
disagree neutral agree strongly agree
Nike (male) 2 3 6 7 5
(female) 1 1 2 2 1
Adidas (male) 1 3 7 8 4
(female) 1 1 3 1 1
This graph of Family Oriented attribute of Brand Personality indicates that 22% male and 8% female think Nike is sincere brand. Whereas 26% male and 6% female agree that Adidas is sincere brand.
0
SHREE CHIMANBHAI PATEL INSTITUTE OF MANAGEMENT & RESEARCH Page 37 Gender wise perception about brand personality attributes (Tough) of Adidas & Nike:
Tough(Nike and Adidas) strongly
disagree
disagree neutral agree strongly agree
Nike (male) 1 5 7 7 3
(female) 0 2 2 2 1
Adidas (male) 1 3 6 9 4
(female) 0 1 2 3 1
This graph of Tough attribute of Brand Personality indicates that 23% male and 6% female think Nike is sincere brand. Whereas 30% male and 11% female agree that Adidas is sincere brand.
0
SHREE CHIMANBHAI PATEL INSTITUTE OF MANAGEMENT & RESEARCH Page 38
FINDINGS
6.1 Results:
The findings based on the data collected give a fairly good idea about the various aspects of some important popular brands such as Adidas and Nike.
In terms of awareness, people are aware of both the brands. But they have their own likings and disliking.
Sincerity attribute Brand Personality indicates that 27% male and 10% female think Nike is sincere brand. Whereas 16% male and 6% female agree that Adidas is sincere brand.
Hardworking attribute Brand Personality indicates that 21% male and 7% female think Nike is sincere brand. Whereas 34% male and 11% female agree that Adidas is sincere brand.
Sophistication attribute Brand Personality indicates that 26% male and 7% female think Nike is sincere brand. Whereas 28% male and 8% female agree that Adidas is sincere brand.
Feminine attribute Brand Personality indicates that 17% male and 7% female think Nike is sincere brand. Whereas 27% male and 8% female agree that Adidas is sincere brand.
Ruggedness attribute Brand Personality indicates that 22% male and 8% female think Nike is sincere brand. Whereas 28% male and 8% female agree that Adidas is sincere brand.
Outdoorsy attribute Brand Personality indicates that 19% male and 12% female think Nike is sincere brand. Whereas 23% male and 9% female agree that Adidas is sincere brand.
Trendy attribute Brand Personality indicates that 28% male and 8% female think Nike is sincere brand. Whereas 21% male and 6% female agree that Adidas is sincere brand.
Up to date attribute Brand Personality indicates that 23% male and 5% female think Nike is sincere brand. Whereas 28% male and 8% female agree that Adidas is sincere brand.
SHREE CHIMANBHAI PATEL INSTITUTE OF MANAGEMENT & RESEARCH Page 39
Family Oriented attribute Brand Personality indicates that 22% male and 8% female think Nike is sincere brand. Whereas 26% male and 6% female agree that Adidas is sincere brand.
Tough attribute Brand Personality indicates that 23% male and 6% female think Nike is sincere brand. Whereas 30% male and 11% female agree that Adidas is sincere brand.
6.2 Conclusion:
In the current study, the quantitative data supported the five major dimensions of personality as designated by Aaker‟s original work. Here, the qualitative data provided fuller and richer perspective. Respondents‟ (consumers) expressed their personal impressions of their usage, experiences, and feelings towards the brands being studied. In turn, the respondents‟ own words provided the basis for drawing brand characteristics.
This study found that Adidas was perceived as a reliable and trendy brand. While these impressions appeared to be quite salient to the consumers‟ choice process, these items were revealed only through our quantitative assessment.
Importantly though, the quantitative analysis (shown in graphical form) revealed key differences in perceived personality between Nike and Adidas. For example, Adidas rated statistically significantly higher than Adidas on items such as original, trendy, up to date, friendly, down-to-earth, family oriented and up-to-date. On the other hand, Nike was rated significantly higher than Adidas on items such as Daring, Yong, Imaginative, Unique, cheerful, Upper class and tough.
Looking at the quantitative and qualitative assessments provides a broader and more complete image. The rating scales suggest that Adidas has captured a more Up to date, contemporary, and perhaps “edgier” feel than Nike.
These could be utilized to differentiate and justify the Adidas added perceived expense of over Nike. The Adidas brand impressions seem to indicate that consumers sense that with Adidas, one “gets what they pay for” (presumably a consistently reliable product).
To conclude, Brand personality being potent tool needs to be leveraged to achieve key objectives for existing & new brands. In this study it is found that Adidas has slight advantage over Nike brand. Respondents perceived Adidas as brand having versatile personality.
SHREE CHIMANBHAI PATEL INSTITUTE OF MANAGEMENT & RESEARCH Page 40
BIBLIOGRAPHY
AAKER, David building strong Brands, 1996.
Sengupta, subrato Brand positioning – Strategies for competitive advantage" Tata Mcgraw Hill, New Delhi 1990.
Upshaw, Lynn B. Building Brand Identity, Jhon – Wiley & Sons 1995.
Moorthi, YLR 'Brand Management The Indian Context Vikas publishing 2005. 5.
Kapferer, Jean Noel, Developing New Brands, Pitnam publishing 1973.
Rajeev Batra, Myers Jhon.G, Aaker David, Advertising Management 5th edition, Pearson Education Asia.
www.consumerbehavior.net
www.mcdonaldsindia.com
www.mcdonalds.com
Measurement and Validity of Jennifer Aaker‟s Brand Personality Scale for Colgate Brand BEJOY JOHN THOMAS and P C SEKAR
Dimensions of Brand Personality by JENNIFER L. AAKER
Personality and Consumer Behaviour by LEON G. SCHIFFMAN and LESILE LAZAR KANUK
*http://www.adidas-salomon.com/en/investor/reports/default.asp, October 2003
*http://www.adidas-salomon.com/en/overview/history/default.asp, October 2003
*http://www.cybersource.com/solutions/success_stories/nike.xml, October 2003
*http://www.nike.com/nikebiz/nikebiz.jhtml?page=1, October 2003
*http://www.nike.com/nikebiz/nikebiz.jhtml?page=15, October 2003
*http://www.nike.com/nikebiz/news/pressrelease.jhtml?year=1999&month=06&letter
=d, October 2003
"Nike - Channel Conflict." Graduate School of Business, Stanford University, February 2000
*Belch & Belch. "Advertising and Promotion." McGraw-Hill Irwin. New York. 2001.
p.493
SHREE CHIMANBHAI PATEL INSTITUTE OF MANAGEMENT & RESEARCH Page 41
Brand Personality and Mobile Marketing:An Empirical Investigation by O.
BOUHLEL, N. MZOUGHI, D. HADIJI, and I. BEN SLIMANE
QUESTIONNAIRE
This questionnaire aim to measure out the brand dimension of two Popular brands like Addidas vs. Nike :
Name: ________________________________Sex: -Male/ Female Status: -Single/Married Age (in Years): 18-24 24-30 30-36 36-42 42-48 above 48 Occupation: Student Professional Govt. Employee Businessman Home Maker
Strongly agree Agree Neutral Disagree Strongly disagree
5 4 3 2 1
SHREE CHIMANBHAI PATEL INSTITUTE OF MANAGEMENT & RESEARCH Page 42
Personality Attribute Brand_1 Brand_2
Addidas Nike