STUDY OF PENETRATIONS OF CRUSOE INTO INDIAN SPORTSWEAR

Abstract: This study focuses on analyzing the penetration of Crusoe into the Indian sportswear market. The research aims to understand market trends, consumer preferences, and the strategies adopted by Crusoe to establish its presence in a highly competitive industry.The study also evaluates brand awareness, customer perception, and the key factors influencing purchasing decisions such as quality, price, design, comfort, and availability. The research is based on both primary and secondary data. Primary data was collected through a structured questionnaire from 100 respondents across India using random sampling techniques. Secondary data was gathered from various reports, articles, and online sources. The analysis highlights that although Crusoe has achieved moderate brand awareness, a significant gap exists between awareness and actual product usage. Findings reveal that consumers highly value quality and durability, and Crusoe is positively perceived in these aspects. However, limited advertising, low visibility in local stores, and restricted distribution have affected its market penetration. Most consumers prefer purchasing sportswear from exclusive outlets and within a mid-range price category.The study concludes that Crusoe has strong potential in the Indian sportswear market but needs to improve its marketing strategies, expand distribution channels, and enhance brand visibility. By focusing on customer preferences and strengthening promotional efforts, Crusoe can increase its market share and achieve sustainable growth.

Keywords: Sportswear Market, Brand Penetration, Consumer Behavior, Brand Awareness Purchase Decision.