A Survey on Consumer Preference for Major Bag Brands (Puma, Nike, Adidas, Quechua)
Omkar Gawde – 021331025660
Introduction
The bag market, including backpacks, sports bags and travel bags, plays a vital role for students, professionals and athletes due to its everyday utility, durability requirements and growing fashion consciousness. With increasing competition and product diversification, consumers today have multiple brand choices offering different value propositions such as design, storage capacity, comfort, durability, price and brand image.
Global sports and outdoor brands like Puma, Nike, Adidas and Quechua have strong presence in the Indian market with distinct positioning and target segments. Understanding consumer preference and satisfaction among these bag brands is important for manufacturers, retailers and marketers to design effective product and branding strategies.
This study applies single-factor ANOVA to analyze whether consumer ratings for these four bag brands differ significantly.
Objectives of the Study
The objectives of this research are:
- To analyze consumer ratings for Puma, Nike, Adidas and Quechua bag brands.
- To compare the mean consumer ratings of these four bag brands.
- To determine whether any observed differences in ratings are statistically significant using single-factor ANOVA.
Literature Review
Consumer behaviour in the bag market
Previous studies in related categories such as gym bags and sports luggage show that consumer choice is influenced by factors such as price, durability, comfort, design, brand trust and suitability for specific activities (gym, travel, trekking, daily commute). Brands like Nike and Adidas are often positioned as performance and lifestyle leaders, while value-focused or outdoor-oriented brands such as Quechua (Decathlon) attract budget-conscious and adventure-oriented consumers.
Brand image and customer satisfaction
Research in sports and lifestyle products suggests that brand image and emotional connection significantly affect purchasing decisions, especially for youth and fitness-oriented consumers. While some brands are perceived as premium and aspirational, others are valued for practicality and affordability; however, overall satisfaction may not differ much if the product meets functional expectations such as durability, comfort and sufficient space.
Data Collection
The data were collected using the survey method. Respondents were asked to rate their overall satisfaction with each bag brand (Puma, Nike, Adidas, Quechua) on a numerical scale (for example, 1 to 10, where 1 = very poor and 10 = excellent).
- Each brand received 53 responses (you can change this to your actual count).
- Total sample size: 160 observations (4 brands × 40 ratings each).
Variables Studied
- Independent Variable: Bag brand (Puma, Nike, Adidas, Quechua).
- Dependent Variable: Consumer rating score for each brand.
Statistical Tool Used
Single-factor Analysis of Variance (ANOVA) was used to test whether the mean consumer ratings of the four bag brands differ significantly. ANOVA compares the variation between brand means with the variation within each brand’s ratings to decide if observed differences in averages are statistically meaningful.
Hypotheses
|
Anova: Single Factor |
||||||
|
SUMMARY |
||||||
|
Groups |
Count |
Sum |
Average |
Variance |
||
|
1. Puma Bags |
53 |
392 |
7.396226415 |
6.513062409 |
||
|
2. Nike Bags |
53 |
402 |
7.58490566 |
6.093613933 |
||
|
3. Adidas Bags |
53 |
409 |
7.716981132 |
6.70682148 |
||
|
4. Quechua Bags |
53 |
372 |
7.018867925 |
7.749637155 |
||
|
ANOVA |
||||||
|
Source of Variation |
SS |
df |
MS |
F |
P-value |
F crit |
|
Between Groups |
14.65566038 |
3 |
4.885220126 |
0.722047927 |
0.539848624 |
2.64800969 |
|
Within Groups |
1407.283019 |
208 |
6.765783745 |
|||
|
Total |
1421.938679 |
211 |
|
|
|
|
Null Hypothesis (H₀)
There is no significant difference in the mean consumer ratings of Puma, Nike, Adidas and Quechua bag brands.
Alternative Hypothesis (H₁)
There is a significant difference in the mean consumer ratings of at least one bag brand.
ANOVA Table (Format)
Decision Rule
- If P-value ≤ 0.05, reject H₀ and conclude that there is a significant difference in the mean ratings of at least one brand.
- If P-value > 0.05, fail to reject H₀ and conclude that there is no statistically significant difference in mean ratings among the four bag brands.
Hypothesis Testing Result (Template Text)
You will fill this section based on your actual Excel output:
“Since the calculated P-value [≤ or >] 0.05, the null hypothesis is [rejected / accepted]. Therefore, it is concluded that there [is / is no] statistically significant difference in consumer ratings among Puma, Nike, Adidas and Quechua bag brands.”
Conclusion
The study indicates that although Puma, Nike, Adidas and Quechua follow distinct brand positioning and pricing strategies in the bag segment, consumer satisfaction levels may or may not differ significantly in statistical terms, depending on the ANOVA result. If no significant difference is found, it suggests that consumers perceive all four brands as generally reliable and satisfactory in terms of quality, design and usability.
If a significant difference is found, it implies that at least one brand is perceived differently, providing useful insight for marketers to improve product features, pricing or communication strategies in the bag market.
References
· Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
· Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson Education.
· Solomon, M. R. (2018). Consumer behavior: Buying, having, and being (12th ed.). Pearson Education.
