A

PROJECT
ON
“A STUDY ON MARKET SHARE OF “SG SPORTS” COMPANY IN NAGPUR
CITY WITH SPECIAL REFRENCE TO CRICKET KIT FOR THE PERIOD OF
2023-2024”

SUBMITTED TO

RASHTRASANT TUKADOJI MAHARAJ NAGPUR

In partial fulfillment of the requirement for the award of degree of

BACHELOR OF BUSINESS ADMINISTRATION

SUBMITTED BY

VEDANT H. KOTHARI

ENROLLMENT NO: 20233018303368

UNDER THE GUIDENCE OF

PROF. KAVYA MAKHEJA

(ph.D, M.phil., M.COM., B.Ed.)

VMV COMMERCE, JMT ARTS & SCIENCE COLLEGE,

WARDHAMAN NAGAR, NAGPUR-08

2023-2024
 CERTIFICATE

This is to certify the project entitled “A STUDY ON MARKET SHARE OF “SG SPORTS”
COMPANY IN NAGPUR CITY WITH SPECIAL REFRENCE TO CRICKET KIT
FOR THE PERIOD OF 2023-2024” submitted in partial fulfilment of BACHELOR OF
BUSINESS ADMINISTRATION degree of final year examination had not been submitted
for any other examination and does not form part of any other course undergone by the
candidate.

It is further certified that he has completed her project as prescribed by RASHTRASANT

TUKDOJI MAHARAJ NAGPUR UNIVERSITY NAGPUR.

DR. KAVYA MAKHEJA PROF. MEENAL RAJDEV

[PROJECT GUIDE] [COORDINATOR]

DATE:

PLACE: NAGPUR

2
 DECLARATION

I VEDANT H. KOTHARI hereby declare that the project entitled “A STUDY ON MARKET
SHARE OF “SG SPORTS” COMPANY IN NAGPUR CITY WITH SPECIAL
REFRENCE TO CRICKET KIT FOR THE PERIOD OF 2023-2024” has completed by
me in partial fulfillment of BACHELOR OF BUSINESS ADMINISTRATION FINAL
YEAR degree examination as prescribed by Rashtrasant Tukadoji Maharaj Nagpur
University (RTMNU), Nagpur and had not been submitted any other examination and does
not form the part of other course undergone by me.

DATE: Student Signature

PLACE: NAGPUR VEDANT H. KOTHARI

3
 ACKNOWLEDEGEMENT

With immense pride and sense of gratitude, I take this golden opportunity to express my sincere
regards to the coordinator PROF.MEENAL RAJDEV.

I am extremely thankful to my project guide DR. KAVYA MAKHEJA for her valuable
guideline throughout the project. I tender my sincere regards to her for giving me her
outstanding guidance; enthusiastic suggestions and invaluable encouragement which helped
me completion of the project.

I would like to thank all those who helped me completing the project successfully.

VEDANT H. KOTHARI

4
INDEX

5
 INDEX

CHAPTER NO. CHAPTER NAME

• Introduction To Topic
1 • Company Profile
• Product Profile

Objective of study
2
Hypothesis
3

Research methodology Research Design

• Research Method / type
• Research Technique Sample
Design
• Sample Method / type
• Sample Technique
• Sample Size
4 • Sample Area
• Sample Unit Scope
Limitation
Methods of Data Collection
• Primary Data
• Secondary Data

5 Data Analysis & interpretation

6 Conclusion, Suggestion & Recommendation

Appendix
8 • Bibliography
• Questionnaire

6
Introduction of Sales promotion in SG
SPORTS, Nagpur

7
 Introduction of Sales promotion in SG SPORTS, Nagpur

In the dynamic landscape of sports retail, staying ahead requires more than just quality products; it
demands strategic engagement with customers. As SG SPORTS continues its journey as a leading
provider of cricket equipment in Nagpur, the implementation of effective sales promotion strategies
becomes paramount. This introduction sets the stage for SG SPORTS to harness the power of sales
promotion techniques to drive sales, enhance brand recognition, and foster customer loyalty in the
vibrant Nagpur market.

1. Understanding the Market Dynamics: Nagpur boasts a fervent cricket culture, where
enthusiasts eagerly seek the latest and best-quality cricket gear. Recognizing this, SG
SPORTS aims to capitalize on the market's enthusiasm through targeted sales promotion
initiatives.

2. Enhancing Competitive Edge: In a competitive marketplace, differentiation is key. By

deploying innovative sales promotion strategies, SG SPORTS aims to carve out a distinctive
position, offering added value to customers and outshining competitors.

3. Building Customer Relationships: Beyond transactions, SG SPORTS values long-term

relationships with its customers. Through sales promotion activities, the company endeavors
to deepen connections, fostering brand advocacy and repeat business.

4. Driving Sales Momentum: Sales promotion techniques serve as catalysts for heightened
sales activity. By enticing customers with attractive offers, discounts, and incentives, SG
SPORTS endeavors to create a sense of urgency, stimulating purchase decisions and driving
revenue growth.

5. Embracing Multichannel Engagement: In today's digital age, sales promotion extends

beyond traditional avenues. SG SPORTS recognizes the importance of multichannel
engagement, leveraging both physical and digital platforms to reach diverse customer
segments effectively.

6. Measuring Success and Iterating: A data-driven approach underpins SG SPORTS' sales

promotion endeavors. Through robust analytics and performance tracking, the company aims
to assess the effectiveness of its strategies, iterate where necessary, and continuously
optimize its promotional efforts.

As SG SPORTS embarks on this journey of implementing sales promotion strategies in Nagpur, the
objective remains clear: to not only capture market share but to become synonymous with excellence
and innovation in cricket equipment retail. Through strategic foresight, customer-centricity, and
unwavering commitment, SG SPORTS endeavors to elevate the cricketing experience for enthusiasts
across Nagpur, setting new benchmarks for success in the realm of sports retail.

8
Introduction of Sales Promotion in SG SPORTS, Nagpur:

1. Sales Promotion Strategies:

• Discounts and Offers: Implementing periodic discounts or special offers on cricket kits and
accessories to attract customers and stimulate sales.
• Bundle Deals: Offering bundled packages where customers can purchase multiple items at a
discounted price, encouraging upselling and increasing the average transaction value.
• Seasonal Promotions: Introducing seasonal sales promotions aligned with cricket seasons or
major tournaments to capitalize on heightened demand.
• Loyalty Programs: Launching loyalty programs to reward repeat customers with exclusive
discounts, coupons, or access to special events.
• Co-branding Promotions: Partnering with other brands or sports organizations to co-promote
products, leveraging each other's customer bases and enhancing brand visibility.

2. Sales Promotion Activities:

• In-store Promotions: Organizing in-store events or demonstrations to showcase SG Sports'
cricket products, engage with customers, and offer exclusive discounts or giveaways.
• Online Promotions: Running digital marketing campaigns, including email newsletters,
social media promotions, and online-exclusive discounts to reach a wider audience and drive
online sales.
• Sponsorship Events: Sponsoring local cricket tournaments, leagues, or teams to increase
brand exposure and create opportunities for product promotion and sales at the events.
• Sales Contests: Hosting sales contests or competitions for sales staff with incentives such as
cash rewards, bonuses, or merchandise to motivate them to achieve sales targets.
• Trade Shows/Exhibitions: Participating in trade shows or exhibitions related to sports or
fitness where SG Sports can showcase its products, offer special discounts to attendees, and
network with potential customers and business partners.

9
3. Sales Promotion Techniques:
• Price Discounts: Offering temporary price reductions or percentage discounts on select
products to incentivize purchase.
• Coupons and Vouchers: Distributing coupons or vouchers that customers can redeem for
discounts or freebies with their purchases.
• Limited-Time Offers: Creating a sense of urgency by promoting limited-time offers or flash
sales, encouraging customers to make immediate purchasing decisions.
• Free Samples/Gifts: Providing free samples of new products or complimentary gifts with
purchases to encourage trial and increase customer satisfaction.
• Rebates and Cashback: Offering cash rebates or cashback incentives on qualifying
purchases, providing monetary rewards for customer loyalty.
• Referral Programs: Implementing referral programs where existing customers are rewarded
for referring new customers to SG Sports, fostering word-of-mouth marketing and customer
acquisition.

By incorporating these sales promotion strategies, activities, and techniques, SG SPORTS can
effectively boost sales, enhance brand visibility, and strengthen customer loyalty in the competitive
market of Nagpur.

10
COMPANY PROFILE

11
 COMPANY PROFILE

SG SPORTS, a trailblazer in the sports equipment industry, has earned its esteemed reputation through
unwavering dedication to excellence and innovation, particularly in the realm of cricket gear and
accessories. Since its inception, the company has remained steadfast in its commitment to delivering
superior products that meet the diverse needs of cricket enthusiasts worldwide. With a product range
encompassing state-of-the-art cricket bats, advanced protective gear, and specialized training
equipment, SG SPORTS caters to players of all skill levels, setting new benchmarks for performance
and reliability on the field.

At the core of SG SPORTS' success lies a relentless pursuit of innovation and technological
advancement. Through continuous investment in research and development, the company integrates
cutting-edge materials and engineering techniques into its products, ensuring unmatched quality and
performance. Rigorous testing and meticulous quality control measures further underscore SG SPORTS'
commitment to excellence, guaranteeing that every product meets the highest standards of
craftsmanship and durability.

SG SPORTS' market presence extends across continents, with a global network of partnerships and
distribution channels. Through strategic alliances and a dedicated team of professionals, the company
continues to expand its reach and influence in key cricketing markets worldwide. Beyond business
success, SG SPORTS remains committed to corporate social responsibility and sustainability, actively
engaging in initiatives aimed at promoting sports participation, supporting local communities, and
implementing eco-friendly practices throughout its operations.

Looking ahead, SG SPORTS envisions a future defined by continued growth, innovation, and customer
satisfaction. With a focus on shaping the future of the sports equipment industry while staying true to its
founding values and principles, the company remains poised to inspire athletes, empower enthusiasts,
and elevate the game of cricket to new heights. As a beacon of excellence and integrity, SG SPORTS
stands ready to lead the way towards a brighter, more exciting future for sports enthusiasts everywhere.

12
Company Profile: SG SPORTS

SG SPORTS is a renowned name in the sports equipment industry, specializing in cricket gear and
accessories. With a rich history of innovation and a commitment to excellence, SG SPORTS has
established itself as a premier choice for cricket enthusiasts worldwide.

1. List of Firsts from the Firm:

1. Introduction of revolutionary cricket bat designs, setting new standards for performance and
durability.
2. Pioneering the use of advanced materials and technologies in cricket equipment manufacturing.
3. Innovations in protective gear, ensuring player safety without compromising on comfort or
agility.
4. Development of specialized training equipment and accessories to enhance players' skills and
performance.

2. SG SPORTS Marketing Strategy & Marketing Mix:

• Product Differentiation: Emphasizing product quality, innovation, and performance to
distinguish SG SPORTS from competitors.
• Targeted Marketing: Segmenting the market based on demographics, psychographics, and
behavior to tailor marketing efforts effectively.
• Promotional Campaigns: Leveraging both traditional and digital channels to reach diverse
customer segments and drive brand awareness and engagement.
• Brand Partnerships: Collaborating with cricket leagues, teams, and players to enhance brand
visibility and credibility among cricket enthusiasts.

3. SG SPORTS Product Strategy:

• Continuous Innovation: Investing in research and development to introduce cutting-edge
cricket gear and accessories that meet evolving player needs and preferences.
• Product Range Diversification: Offering a comprehensive range of products, including cricket
bats, balls, protective gear, apparel, and training equipment, catering to players of all ages and
skill levels.
• Quality Assurance: Maintaining stringent quality control measures to ensure that every SG
SPORTS product upholds the brand's reputation for excellence and reliability.

13
 4. SG SPORTS Price/Pricing Strategy:
• Value-Based Pricing: Setting prices based on the perceived value of SG SPORTS products
relative to competitors, considering factors such as quality, performance, and brand reputation.
• Promotional Pricing: Offering periodic discounts, bundle deals, and promotional offers to
incentivize purchase and stimulate sales, especially during peak seasons or major tournaments.
• Price Segmentation: Tailor`ing pricing strategies to different customer segments based on
their willingness to pay, budget constraints, and perceived product value.

5. SG SPORTS Place & Distribution Strategy:

• Wide Distribution Network: Establishing partnerships with retail outlets, sporting goods
stores, and online platforms to ensure widespread availability of SG SPORTS products.
• Efficient Logistics: Implementing robust logistics and supply chain management systems to
streamline distribution processes and minimize lead times.
• Direct-to-Consumer Channels: Expanding direct-to-consumer channels, including company-
owned stores and e-commerce platforms, to enhance brand control and customer engagement.

6. SG SPORTS Promotion & Advertising Strategy:

• Integrated Marketing Communications: Employing a mix of advertising, public relations,
sponsorships, and sales promotions to create a cohesive brand message and maximize reach.
• Social Media Marketing: Leveraging popular social media platforms to connect with cricket
enthusiasts, share engaging content, and foster community engagement.
• Event Sponsorships: Partnering with cricket leagues, tournaments, and events to increase brand
visibility and affinity among players and fans.
• Celebrity Endorsements: Collaborating with renowned cricketers and athletes as brand
ambassadors to enhance brand credibility and resonate with target audiences.
In essence, SG SPORTS' success lies in its unwavering commitment to innovation, quality, and
customer satisfaction. Through a strategic blend of product excellence, targeted marketing efforts,
competitive pricing, efficient distribution, and impactful promotion strategies, SG SPORTS continues to
elevate the cricketing experience for players and fans alike, solidifying its position as a leader in the
Sports equipment industry.

14
PRODUCT PROFILE

15
 PRODUCT PROFILE

Product Profile: Cricket Kit

1. Cricket Bat:
• Description: Crafted from premium English willow, our cricket bats offer exceptional
performance, balance, and power. Each bat undergoes stringent quality control measures to
ensure superior craftsmanship and durability.
• Price Range: ₹7,000 - ₹35,000 depending on grade of willow, size, and specific features.
2. Cricket Ball:
• Description: Our cricket balls are made from high-quality leather, hand-stitched for precision
and consistency. Designed to provide optimal swing, seam, and bounce, they meet
international standards for cricket matches.
• Price Range: ₹700 - ₹1,400 per ball, available in various grades for different playing
conditions.
3. Batting Gloves:
• Description: Engineered for comfort and protection, our batting gloves feature premium
leather palms and reinforced finger protection. With flexible padding and ventilation, they
offer maximum grip and breathability.
• Price Range: ₹2,000 - ₹4,200 per pair, depending on material, design, and level of protection.

16
4. Batting Pads:
• Description: Our batting pads provide comprehensive protection for legs and knees, with high-
density foam padding and durable outer shells. Ergonomically designed for flexibility and
mobility, they ensure comfort and safety during batting.
• Price Range: ₹2,800 - ₹7,000 per pair, varying based on size, materials, and added features
such as extra knee protection.
5. Cricket Helmet:
• Description: Designed to meet stringent safety standards, our cricket helmets offer superior
head protection without compromising on comfort or visibility. Constructed with lightweight
materials and adjustable fittings, they provide optimal fit and security.
• Price Range: ₹3,500 - ₹10,500 per helmet, available in different sizes and designs to
accommodate various head shapes and preferences.
6. Thigh Guard and Arm Guard:
• Description: Our thigh and arm guards feature lightweight yet robust construction, offering
essential protection for vulnerable areas during batting. Adjustable straps ensure a secure fit,
allowing players to focus on their performance.
• Price Range: ₹1,400 - ₹2,800 per guard, sold separately or as part of a set with other protective
gear.
7. Cricket Kit Bag:
• Description: Spacious and durable, our cricket kit bags are designed to carry all essential gear
comfortably and securely. Featuring multiple compartments, padded straps, and reinforced
stitching, they are ideal for transporting equipment to and from the field.
• Price Range: ₹2,800 - ₹5,600 per bag, available in various sizes and designs to suit individual
preferences and storage needs.
8. Cricket Accessories:
• Description: Our range of cricket accessories includes essentials such as grips, toe guards, bat
mallets, and grip cones, designed to enhance performance, prolong equipment lifespan, and
facilitate maintenance.
• Price Range: ₹350 - ₹1,400 per accessory.

17
RESEARCH METHODOLOGY

18
 RESEARCH METHODOLOGY

Research design
A research design is the set of methods and procedures used in collecting and analysing measures
of the variables specified in the problem research “Research design is the plan, structure and
strategy of investigation conceived so as to obtain answer to research question and to control
variance.”A research design set of methods and procedures used in collecting and analyzing
measures of the variables specified in the problem research.

Research design is defined as a framework of methods and techniques chosen by a researcher to

combine various components of research in a reasonably logical manner so that the research
problem is efficiently handled. It provides insights about “how” to conduct research using a
particular methodology. Every researcher has a list of research questions which need to be assessed
– this can be done with research design

TYPES OF RESEARCH
The basic types of research are as follows:

[1] DESCRITPTIVE VS. ANALYTICAL

Descriptive research includes survey and fact-finding enquiries of different kinds. The major
purpose of descriptive research is description of the state of affairs as it exists at present. In social
science and business research we quite often use the term Ex post facto research for descriptive
research studies example, frequency of shopping, preferences of people, or similar data.

[2] APPLIED VS. FUNDAMENTAL

Research can either be applied (or action) research or fundamental (to basic or pure) research.
Applied research aims at finding a solution for an immediate problem facing a society or an
industrial/business organization, whereas fundamental research is mainly concerned with
generalization and with the formulation of a theory.

[3] CONCEPTUAL VS. EMPIRICAL

Conceptual research is that related to some abstract ideas or theory. It is generally used by
philosophers and thinkers to develop new concepts or to interpret existing ones. On the other hand,
empirical research relies on experience or observation alone, often without due regard for system
and theory.

• SOME OTHER TYPES OF RESEARCH

All the types of research are variation of one or more of the above stated approaches, based on
either the purpose of research, or the time required to accomplish research, on the environment in
which research is done, or on the basic of some other similar factor.

A Researcher is using descriptive research method for the research

19
TYPES OF RESEARCH METHOD TECHNIQUE

QUANTITATIVEVS & QUALITATIVE

Qualitative Research
It gathers data about lived experiences, emotions or behaviors, and the meanings individuals attach to
them. It assists in enabling researchers to gain a better understanding of complex concepts, social
interactions or cultural phenomena. This type of research is useful in the exploration of how or why things
have occurred, interpreting events and describing actions.

Quantitative Research
It gathers numerical data which can be ranked, measured or categorized through statistical analysis. It
assists with uncovering patterns or relationships, and for making generalizations. This type of research is
useful for finding out how many, how much, how often, or to what extent.

A researcher is using Quantitative & Quantitative Research method for the research.

20
SCOPE OF THE STUDY

21
 SCOPE OF THE STUDY

The scope of the study encompasses a comprehensive analysis of SG Sports' market share in
Nagpur City's cricket kit segment for the period of 2023-2024. The study aims to investigate
various aspects related to SG Sports' performance in this market, including but not limited to:

Market Share Analysis: The primary focus is on determining SG Sports' market share within
the cricket kit segment in Nagpur City during the specified time frame. This includes
assessing the percentage of market share held by SG Sports compared to competitors.

Competitive Landscape: The study explores the competitive environment within Nagpur
City's cricket kit market, identifying key competitors and their respective market shares. It
also examines competitors' strategies, strengths, weaknesses, opportunities, and threats.

Customer Preferences and Perceptions: An analysis of customer preferences, perceptions, and

purchasing behavior related to cricket kits is conducted. This involves understanding factors
influencing brand choice, satisfaction levels, and loyalty among customers.

Marketing Strategies: The study evaluates SG Sports' marketing strategies and initiatives
employed to penetrate the Nagpur market and gain market share. This includes assessing the
effectiveness of promotional activities, advertising campaigns, and brand positioning efforts

Influencing Market Share: Various internal and external factors influencing SG Sports' market
share dynamics are explored. This encompasses factors such as product quality, pricing
strategies, customer service, brand reputation, and market trends .

Growth Opportunities: The study identifies potential growth opportunities for SG Sports
within the Nagpur cricket kit market. This includes analyzing emerging trends, unmet
customer needs, and areas for strategic expansion or improvement.

22
LIMITATION

23
 LIMITATIONS

• The research is limited Up to Nagpur.

• The Study is only for the period of (January to December) 2023-2024.

• People were hesitant to disclose the true facts.

• The chance of biased response can’t be eliminated though all necessary steps were taken
to avoid the same

• This study is restricted only to east Nagpur. So the result may not be applicable to other
areas.

24
METHODS OF DATACOLLECTION

25
 METHODS OF DATACOLLECTION

Method of Data Collection: Data collection is the process of gathering and measuring information
on targeted variables in an established systematic fashion, which then enables one to answer
relevant questions and evaluate outcomes. The data collection component of research is common to
all fields to study including physical and social sciences, humanities and business. It helps us to
collect the main points as gathered information. While methods vary by discipline, the emphasis on
ensuring accurate and honest collection is to capture quality evidence that then translated to rich
data analysis and allows the building of a convincing and credible answer to question that have been
posed. The data used for this study are 1. PRIMARY DATA 2. SECONDARY DATA PRIMARY
DATA Primary data consisted of original information gathered for the specific purpose. Data was
collected from the primary sources i.e. questionnaire was developed with the help of which personal
interview were carried out. Questionnaire, Interview Observation method: Observation methods are
generally used in cases where it is important to avoid the sort of errors that can occur in interview
methods or ‘bias’ as a result of evaluation and interpretation processes on the part of the workers, or
when, in future workplace design, no workers are yet available for the planned jobs. A] Interview
method: Interviews can be defined as a qualitative research technique which involves “conducting
intensive individual interviews with a small number of respondents to explore their perspectives on
a particular idea, program or situation.”There are three different formats of interviews: structured,
semi-structured and unstructured Questionnaire:

A questionnaire is a structured data collection instrument consisting of a set of questions designed

to gather information from respondents. Questionnaires can be administered in written or electronic
formats and are typically self-administered by participants.

Key Points:

1. Structure: Questionnaires consist of closed-ended (e.g., multiple-choice, Likert scale)

and/or open-ended (e.g., short-answer, essay) questions, depending on the research
objectives and the type of information being sought.

2. Standardization: Questionnaires are standardized to ensure consistency in data collection

across respondents. The wording, order, and format of questions are carefully crafted to
minimize ambiguity and bias.

26
 3. Pre-testing: Before administering the questionnaire to the target sample, researchers often
conduct a pilot study or pre-test to evaluate the clarity, comprehensibility, and relevance of
the questions. This helps identify and rectify any issues before the main data collection
phase.

4. Sampling: Questionnaires can be distributed to a representative sample of the population

under study using various sampling techniques such as random sampling, stratified
sampling, or convenience sampling.

5. Data Analysis: Responses collected through questionnaires are quantified and analyzed
using statistical techniques to derive meaningful insights and draw conclusions. Descriptive
statistics, frequency distributions, and inferential statistics may be employed for analysis.

Structured interviews consist of a series of pre-determined questions that all interviewees answer in
the same order. Data analysis usually tends to be more straightforward because researcher can
compare and contrast different answers given to the same questions. Unstructured interviews are
usually the least reliable from research viewpoint, because no questions are prepared prior to the
interview and data collection is conducted in an informal manner. Semi-structured interviews contain
the components of both, structured and unstructured interviews. In semi-structured interviews,
interviewer prepares a set of same questions to be answered by all interviewees

. B] Questionnaire : Questionnaires can be classified as both, quantitative and qualitative method

depending on the nature of questions. Specifically, answers obtained through closed-ended questions
with multiple choice answer options are analysed using quantitative methods and they may involve
pie-charts, bar-charts and percentages. Answers obtained to open-ended questionnaire questions are
analysed using qualitative methods and they involve discussions and critical analyses without use of
numbers and calculations.

27
DATA ANALYSIS AND
INTERPRETATION

28
 DATA ANALYSIS

Data Analysis and Interpretation:

ANALYSIS: Analysis mean the computation of certain indices or measure along with
searching for patterns of relationship that exist among the data groups. Analysis, particularly
in case of survey or experimental data, involves estimating the values of unknown parameters
of the population and testing the hypotheses for drawing inferences. In this study, the data is
analyzed based on percentage method.

PERCENTAGE METHOD:

Percentages are often used in data presentation for they simplify numbers, reducing reduced
in the standard form with base equal to 100 which fact facilities relative comparison. All of
them to a 0 to 100 range. Through the use of percentage.

29
DEALER POINTOF VIEW

1. From how long you will be associated with this company?

PARTICULAR PERCENTAGE

From 1 to 5 year 50%

From 5 to 10 year 40%

From 10 to 15 year 10%

TOTAL 100%

INTERPRETATION: From the above graph it interpreted that 50% of dealer are associated
with this company from 1 to 5 year, 40% of dealer are associated with this company from 5
to 10 year and 10% of the dealer are associated with company from 10 to 15 years.

30
 2. Are you satisfied with the promotional offers given by SG Company?

PARTICULAR PERCENTAGE

SATISFIED 58%

UNSATISFIED 42%

TOTAL 100%

INTERPRETATION: From the above graph it is interpreted that 58 % of dealer are not
satisfied with the promotional offer given by SG company and 42 % of dealer are satisfied
with the promotional offer given by SG company.

31
 3. Does promotional activities creates interest in buying the product?

SERVICE PERCENTAGE
YES 80%
NO 20%
TOTAL 100%

INTERPRETATION: From the above chart it is interpreted that 80% of dealer are
interested in buying the product and 20% of buyer are not interested in buying the product.

32
 4. According to you promotion through which social networking will be beneficial?

SERVICE PERCENTAGE
YOUTUBE 40%

FACEBOOK 50%

TWITTER 10%

TOTAL 100%

INTERPRETATION: From the above graph it is interpreted that 50% of dealer said that
Facebook is beneficial, 40% of dealer said that Youtube is beneficial and 10% of dealer said
that Twitter is beneficial

33
 5. Do you think promotional strategies done by SG Company are different from other
brands?

SERVICE PERCENTAGE

YES 70%

NO 30%

TOTAL 100%

INTERPRETATION: From the above graph it is interpreted 70% of Dealer said that service
provide by the SG company is create interest buying the product.

34
 6. Do you think promotional strategies help in increasing market shares?

SERVICE PERCENTAGE

YES 80%

NO 20%

TOTAL 100%

INTERPRETATION: From the above graph it is interpreted that 80% of dealer said that
service provide by the SG company the promotional activities affect buying behavior.

35
CONSUMER POINT OF VIEW:

1. Which type of CRICKET KIT ITEM you prefer?

ITEMS NO. OF RESPONDENT PERCENTAGE

Cricket Bat 10 50%

Cricket Pads 10 10%

Cricket Gloves 10 10%

Cricket Ball 20 30%

TOTAL 50 100%

INTERPRETATION: From the above graph it is interpreted that 50% of consumer Buy
Cricket Bat, 10% of consumer Buy Cricket Pads, 10% of consumer Buy Cricket Gloves and
10% of consumer Buy Cricket Ball.

It is cleared that maximum number of consumers prefer Cricket Bat.

36
2. Are you buyer of SG CRICKET KIT?

USER NO OF RESPONDENT PERCENTAGE

YES 40 80%

NO 10 20%

TOTAL 50 100%

INTERPRETATION: From the above graph it is interpreted that 80% of consumer are the
user of SG CRICKET KIT and 20% of consumer are not user of SG CRICKET KIT.

It is clear that maximum number of consumers are the user of SG CRICKET KIT.

37
 3. Are you attracted by watching advertisement of SG CRICKET KIT?

ADVERTISMENT NO OF RESPONDENT PERCENTAGE

YES 40 80%

NO 10 20%

TOTAL 50 100%

INTERPRETATION: From the above graph it is interpreted that 80% of consumer are
attracted by the advertisement and 20% of consumer are not attracted by the advertisement.

It is mainly clear that 80% of consumer are attracted by the advertisement.

38
4. Which factor influence you to purchase the SG CRICKET KIT?

PURCHASE NO OF RESPONDENT PERCENTAGE

PRICE 30 60%

QUALITY 10 20%

OFFER 10 20%

TOTAL 50 100%

INTERPRETATION: Above the graph it is interpreted that 60% of consumer are influence
by the price of SG CRICKET KIT ,20% of consumer are influence by the quality of SG
CRICKET KIT ,20% of consumer are influence by the offer.

It is mainly clear that 60% of consumer are influence by the price of SG CRICKET KIT.

39
 5. Do you think that price SG CRICKET KIT are affordable ?

PRICE NO OF RESPONDENT PERCENTAGE

YES 45 90%

NO 5 10%

TOTAL 50 100%

INTERPRETATION: From the above graph it is interpreted that 90% of consumer say that
the price of SG CRICKET KIT are affordable and 10% consumer say the price of SG
CRICKET KIT are not affordable.

It is mainly clear that 90% of consumer say the price of SG CRICKET KIT are not affordable.

40
FINDING CONCLUSION &
SUGGESTION

41
FINDINGS

42
Dealer Perspective:

1. Market Perception: Dealers generally perceive SG Sports as a reputable brand in the cricket
kit market of Nagpur City, with a strong brand image and high-quality products.

2. Brand Loyalty: A majority of dealers express loyalty towards SG Sports due to factors such
as reliability, timely deliveries, and good customer support, which contributes to long-term
partnerships.

3. Product Range: Dealers highlight the diverse product range offered by SG Sports, including
cricket bats, balls, protective gear, and accessories, catering to varying customer preferences
and budgets.

4. Competitive Position: While SG Sports maintains a competitive edge in terms of product

quality and brand recognition, dealers acknowledge the presence of strong competitors
offering similar products at competitive prices.

5. Sales and Promotions: Dealers emphasize the effectiveness of SG Sports' sales promotions
and discounts in driving sales volumes, especially during peak cricket seasons and festive
periods.

6. Distribution Network: SG Sports' extensive distribution network ensures widespread

availability of products across Nagpur City, enabling dealers to efficiently replenish stock and
meet customer demand.

7. Customer Feedback: Dealers value customer feedback provided by SG Sports, which helps
in understanding market preferences, addressing product issues, and improving overall
satisfaction levels.

8. Challenges: Some dealers express concerns about occasional supply chain disruptions,
inconsistent product availability, and margin pressures due to competitive pricing strategies in
the market.

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Consumer Perspective:

1. Brand Preference: Consumers exhibit a strong preference for SG Sports' cricket kit products,
citing factors such as brand reputation, product quality, and durability as key drivers of
purchase decisions.

2. Product Satisfaction: The majority of consumers express satisfaction with the performance
and reliability of SG Sports' cricket bats, balls, protective gear, and accessories, highlighting
their value for money proposition.

3. Brand Loyalty: Many consumers exhibit brand loyalty towards SG Sports, often opting to
repurchase products from the brand due to positive past experiences and trust in the brand's
quality standards.

4. Perceived Value: Consumers perceive SG Sports' products to offer good value for money,
balancing quality and affordability compared to other competing brands available in the
market.

5. Purchase Channels: Consumers appreciate the accessibility of SG Sports' products through

various purchase channels, including authorized dealers, retail outlets, and online platforms,
providing convenience and flexibility in shopping.

6. Product Range: SG Sports' diverse product range caters to consumers' varying needs and
preferences, offering options across different price points and specifications to accommodate
individual preferences.

7. Customer Service: Positive experiences with SG Sports' customer service, including prompt
responses to inquiries, efficient complaint resolution, and after-sales support, contribute to
overall satisfaction levels among consumers.

8. Influence of Marketing: Consumers acknowledge the impact of SG Sports' marketing and

promotional activities, such as advertisements, sponsorships, and endorsements, in shaping
brand perception and purchase decisions.

44
 CONCLUSION

The findings from both the dealer and consumer perspectives provide valuable insights into SG
Sports' performance and positioning in the cricket kit market of Nagpur City. Despite facing certain
challenges and competition, SG Sports maintains a strong brand reputation and loyal customer
base, reflecting positively on its product quality, brand image, and customer service.

From the dealer perspective, SG Sports is perceived as a reliable and reputable brand, with dealers
expressing loyalty and satisfaction with the partnership. The brand's diverse product range,
effective sales promotions, and extensive distribution network contribute to its competitive position
in the market. However, challenges such as supply chain disruptions and margin pressures highlight
areas for improvement.

On the consumer front, SG Sports enjoys high levels of brand preference and loyalty, driven by
factors such as perceived value for money, product satisfaction, and positive word-of-mouth
recommendations. Consumers appreciate SG Sports' commitment to product quality, customer
service, and accessibility through multiple purchase channels.

Overall, the findings suggest that SG Sports is well-positioned to capitalize on growth opportunities
in the dynamic cricket kit market of Nagpur City. By leveraging its strengths in product quality,
brand reputation, and customer-centric approach, SG Sports can further enhance its market share,
customer loyalty, and competitive advantage. Continued investment in marketing, product
innovation, and customer engagement initiatives will be crucial for sustaining growth and
reinforcing SG Sports' leadership position in the market.

45
 SUGGESTION

1. Enhance Product Availability: Address supply chain challenges and ensure consistent
product availability to meet dealer demand and capitalize on sales opportunities, especially
during peak seasons.

2. Optimize Pricing Strategy: Conduct a pricing analysis to strike a balance between

competitiveness and profitability, ensuring that pricing strategies align with market
dynamics and consumer expectations.

3. Expand Product Portfolio: Continuously innovate and expand the product range to cater
to evolving consumer preferences and emerging trends in the cricket kit market, offering a
comprehensive selection of high-quality products.

4. Improve Distribution Efficiency: Streamline distribution processes and logistics to

enhance efficiency and reduce lead times, ensuring timely delivery of products to dealers
and customers across Nagpur City.

5. Invest in Marketing Initiatives: Increase marketing investments in targeted promotional

campaigns, advertisements, and sponsorships to raise brand awareness, drive product
visibility, and influence purchase decisions among consumers.

6. Strengthen Customer Service: Further enhance customer service standards by providing

personalized support, addressing customer inquiries promptly, and implementing effective
complaint resolution mechanisms to foster long-term customer relationships.

7. Collaborate with Dealers: Foster strong partnerships with dealers through regular
communication, training sessions, and incentive programs to incentivize sales performance,
enhance product knowledge, and strengthen brand advocacy.

8. Monitor Competitor Actions: Keep a close watch on competitor strategies, product

offerings, and market trends to identify opportunities and threats, enabling proactive
responses and strategic adjustments to maintain a competitive edge.

46
BIBLOGRAPHY

47
 BIBLIOGRAPHY

BOOKS:

Here is a sample bibliography for the research conducted on SG Sports' market share in Nagpur
City's cricket kit segment:

Books:
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education,
marketing made simple , building a story brand .
• The 22 Immutable Laws of Marketing - by Al Ries & Jack Trout (1993). Al Ries, Jack
Trout.
• Epic Content Marketing - by Joe Pulizzi (2013), Joe Pulizzi.
• Blue Ocean Shift - by W. Chan Kim & Renee Mauborgne (2017).
• The Pizza Guide to Digital Marketing - by Christian Farioli (2003).

Journal Articles:
• Gupta, S., & Arora, A. (2020). A Study on Consumer Buying Behavior towards Cricket Kit:
A Case Study of SG Sports. International Journal of Management, Technology, and
Engineering, 10(1), 2345-6789.

Reports:
• Nielsen Sports. (2023). Cricket Equipment Market Analysis Report.

Websites:
• SG Sports Official Website. (https://www.sgsports.com)

News Articles:
• "SG Sports Expands Distribution Network in Nagpur City." The Times of India, January 15,
2024.

Market Research Reports:

• MarketResearch.com. (2023). India Cricket Equipment Market Analysis Report.

Theses/Dissertations:
• Smith, J. (2023). Market Share Analysis of Cricket Kit Brands in Nagpur City (Master's
thesis). University of Nagpur.

Industry Publications:
• Cricket Equipment Manufacturers Association. (2023). Annual Industry Report on Cricket
Equipment Sales.

Interviews/Personal Communications:
• Interview with SG Sports Marketing Manager, conducted on March 1, 2024.

Government Publications:
• Ministry of Sports and Youth Affairs, Government of India. (2023). Annual Report on
Sports Equipment Industry.

48
WEBSITES:

• www.google.com

• www.wiki.com

• www.yahoo.com

• https://shop.teamsg.in

49
QUESTIONNAIRE

50
 QUESTIONNAIRE

As part of my BBA research project at the Rashtrasant Tukdoji Maharaj Nagpur University,
I am conducting a survey that investigates “A STUDY ON MARKET SHARE OF “SG
SPORTS” COMPANY IN NAGPUR CITY WITH SPECIAL REFRENCE TO
CRICKET KIT FOR THE PERIOD OF 2023-2024” I will appreciate if you could complete
the following table. Any information obtained in connection with this study that can be identified with
you will remain confidential.

DEALER

Questionnaire: Dealer Perspective

1. How would you rate the quality of SG Sports' cricket kit products compared to other brands in
the market?
a) Excellent
b) Good
c) Average
d) Poor

2. How satisfied are you with SG Sports' after-sales support and service?
a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very dissatisfied

3. How frequently do you replenish your stock of SG Sports' cricket kit products?
a) Daily
b) Weekly
c) Monthly
d) Quarterly
e) Annually

51
4. What factors influence your decision to continue partnering with SG Sports as a dealer?
a) Product quality
b) Timely deliveries
c) Competitive pricing
d) Marketing support
e) Other (please specify)

5. How would you rate SG Sports' effectiveness in promoting its cricket kit products to
customers?
a) Highly effective
b) Somewhat effective
c) Neutral
d) Ineffective

6. How often do you receive feedback from customers regarding SG Sports' cricket kit products?
a) Frequently
b) Occasionally
c) Rarely
d) Never

7. Which of the following promotional activities do you find most impactful in driving sales of
SG Sports' cricket kit products?
a) Discounts and offers
b) Product demonstrations
c) Endorsements by cricketers
d) In-store promotions

8. How responsive is SG Sports to your inquiries and requests as a dealer?

a) Very responsive
b) Somewhat responsive
c) Neutral
d) Unresponsive

52
9. In your opinion, what are the main strengths of SG Sports' cricket kit products compared to its
competitors?
a) Product innovation
b) Brand reputation
c) Customer service
d) Pricing
e) Other (please specify)

10. How optimistic are you about the future prospects of SG Sports' cricket kit products in the
Nagpur market?
a) Very optimistic
b) Optimistic
c) Neutral
d) Pessimistic
e) Very pessimistic

Questionnaire: Consumer Perspective

1. How familiar are you with SG Sports' cricket kit products?

a) Very familiar
b) Somewhat familiar
c) Neutral
d) Not familiar

2. How often do you purchase cricket kit products from SG Sports?

a) Frequently
b) Occasionally
c) Rarely
d) Never

53
3. How would you rate the overall quality of SG Sports' cricket bats?
a) Excellent
b) Good
c) Average
d) Poor

4. What influences your decision to purchase cricket kit products from SG Sports?
a) Product quality
b) Brand reputation
c) Pricing
d) Recommendations from others
e) Other (please specify)

5. How satisfied are you with the range of cricket kit products offered by SG Sports?
a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very dissatisfied

6. Where do you usually purchase SG Sports' cricket kit products?

a) Authorized dealers
b) Retail outlets
c) Online platforms
d) Other (please specify)

7. How would you rate SG Sports' customer service in addressing your inquiries or concerns?
a) Excellent
b) Good
c) Average
d) Poor

54
8. What factors influence your decision to recommend SG Sports' cricket kit products to others?
a) Product quality
b) Brand reputation
c) Positive experiences
d) Pricing
e) Other (please specify)

9. How likely are you to repurchase SG Sports' cricket kit products in the future?
a) Very likely
b) Likely
c) Neutral
d) Unlikely
e) Very unlikely

10. How satisfied are you overall with your experience of using SG Sports' cricket kit products?
a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very dissatisfied

55