DISSERTATION REPORT
ON
EFFECTIVENESS OF MARKETING
COMMUNICATION TOOLON
CONSUMER DECESION ON
FOOTWEAR BATA
Submitted by
HIMANSHU RANJAN
in partial fulfilment for the award of the degree of
July 2014
CERTIFICATE
who
carried out
the work under my supervision. Certified further that to the best of my
knowledge
the work reported herein does not form part of any other thesis or
dissertation on the
basis of which a degree or award was conferred on an earlier occasion on
this or any
other candidate.
CONTENTS
TOPIC
PAGE
CHAPTER I
NO.
07-18
1. INTRODUCTION
07
08
09
14
1.4 Methodology
16
18
CHAPTER II
19-23
2. RESEARCH DESIGN
19
19
19
19
20
21
23
23
CHAPTER III
24-40
3. DATA ANALYSIS
24
24
27
37
39
CHAPTER IV
41
41
3
CHAPTER V
42-43
CONCLUSION
42
BIBLIOGRAPHY
42
CHAPTER 1
Introduction:
Bata India is a footwear manufacturing company incorporated in 1931.The Company was
earlier known as Bata shoe Company which later in 1973 changed the name to BATA
INDIA.
The company manufactures footwear for men, women and children. The company
manufactures shoes of various quality such as leather, rubber, canvas and PVC shoes.
Bata Group has worldwide presence across 5 continents, serving 1 million customers
per day and operating 4,600 retails stores globally.
Prior to incorporation of Bata footwear were manufactured by handicrafts and small
enterprise sectors. The company started with its small operation unit at Konnagar (near
Calcutta) in 1932.
Currently it has five factories located at Batanagar (west Bengal), Bataganj (Bihar),
Faridabad (Haryana), Peenya (Karnataka) and Hosur (Tamilnadu).
VISION:
Grow as dynamic, innovative and market driven manufacturer and distributor, with
footwear industry while maintaining a commitment to the country, culture, and
environment in which they cooperate.
MISSION:
To be successful as the most dynamic, flexible and market responsive organization, with
footwear as its core business
Gone are the days when consumers were least bothered about their footwear and
wore whatever was offered to them. Now they need a strong and sustainable brand
which can offer sound tangible benefits, footwear which is durable, comfortable as
well as stylish that can enhance their looks.
India is standing on the threshold of a retail revolution and witnessing fast changing
retail scenario, with footwear market set to experience phenomenal growth in coming
years. Besides, the entry of numerous international players had a significant impact on
the Indian footwear market and the demand for it will continue to grow in future as
well according to the Indian Footwear Market Forecast 2014.
According to the latest study on the sector, Indian footwear industry possess
significant potential with overall market anticipated to grow at a CAGR of around 9%
during 2011-2014.
Bata India is the largest company for the Bata Shoe Organization in terms of sales
pairs and second largest in terms of revenues. With 1250 stores across the country,
it also has the widest retail network.
The company enjoys the highest market share in India and this is evident from the fact
that the total retail presence of the company currently is more than thrice that of its
closest competitor Liberty. Bata has over 15% market share in the organized
Retail market and around 6.5% share in unorganized retail.
Bata is still the pioneer in the organized footwear industry but the changing
preferences of the consumers is the apex point when the company is aware of and
always endeavors to fulfill the demand of the consumers. The statement of the
comparative study of the market potentially and consumer perception with the special
reference to gents shoes, ladies and kids shoes.
Our research highlights the changed consumers behavior towards Bata. Bata has
always known for its Hawaii chappals targeting upper middle and middle class. Bata
lags in terms of innovation and design patterns; today we can see that the design of
the shoes offered by Bata is not matching with the acceptance of the consumers. Bata
India Ltd. In 1990 shifted its focus from upper middle to premium segment
which brought them into difficulty. Later they came up with new brands under Bata
as Hush Puppies, Marie Claire, Bubble gummer etc.
According to David Luck, Donald Taylor and Hugh Wales, marketing research is the
application of scientific methods in the solution of marketing problems.
Marketing research is needed before a product is introduced to the market and on a regular
basis throughout its life. Research is not limited to products; it is conducted to answer
questions about potential market segments, entire stores, brand names, advertising, prices and
every other aspect of marketing. (Arjun Pandit; marketing 14th edition)
Marketing research consists of all the activities that enable an organization to obtain the
information it needs to make decisions about its environment, marketing mix, and present or
potential customers. It is the development, interpretation, and communication of decisionoriented information to be used in all phases of the marketing process. (Michael .J... Etzel;
marketing 14th editions).
Marketing research helps the marketers to make a decision about the product or service.
Sometimes a marketer might believe that the new product or service is useful for the
customers. Good marketing research strives to provide options for the successful introduction
of new products and services. This makes the market entry of a new product less risky.
Research helps in providing customers information in terms of their location, age, buying
behavior etc. this helps the marketers zero in on the target markets and customers for their
products.
Maximize profits :
Apart from profit maximizing steps such as item optimization, customer profitability analysis
and price elasticity, marketing research allows one to find out method that can help to
maximize
the
profits.
Increasing the sale helps a company in maximizing its profits. By understanding the
customers needs, wants and attitude towards the products and determining whether the
product fit the bill, market can increase their sales.
ARTICLES
1. Consumer perception
It is an important aspect for any industry. Perception is the process by which people select,
organize and interpret information to form a meaningful picture of the world. Every day
people are exposed to a great amount of stimuli .not all stimuli attracts customers. People
also forget whatever they have come across.
Yogesh Gaur (PGP 2010-12) holds a B.Tech from National Institute of Technology,
Calicut. He can be reached atyogesh.gaur10@iimb.ernet.in
Vikas Kumar ((PGP 2010-12) holds a B. Tech from SASTRA University, Thanjavur.
He can be reached atvikas.kumar10@iimb.ernet.in
Attitude and perception lead to creation of a brand image and its greatly affects the
buying criterion of the customer. It is interesting to note how popularity and brand
associations of Bata in one generation became detrimental to another brand under its
umbrella. Issues relating to the conflicting beliefs of the parent categories as well as other
issues can be resolved through appropriate message creation and category associations.
Through the article, we look at the ways in which a low involvement footwear brand can
use attitudinal dimensions to enhance brand recognition and overcome the intergenerational effects.
2012)
10
This reports talks about reasons for rising Batas shares. Reasons being:
Shares of footwear maker Bata India traded nearly 7% higher at Rs. 775 on the
Bombay Stock Exchange.
30% of Batas sales are from canvas and plastic, hence subject to an exemption from
the duty.
6.
This reports talks about Batas new collection be it school wear or casual, trendy wear. Bata
has unveiled its new sporty collection for school children. With an aim to give children extra
comfort and mobility the new collection boasts of features and trendy styles that can only be
11
used for school but also to play on the field. Riding on its tradition of providing the best
quality footwear to its customers, Batas research and development cell constantly innovates
and improves processes to deliver shoes that are trendy, comfortable to wear and offers a
great fit. ( Ankit Pandey ; www.fibre2fashion.com)
7. Bata India restructures its agreement with revised terms and conditions on
Calcutta Riverside Project at Bata :
This report talks about Batas joint venture with
the Joint venture was to create an integrated township that will serve as an economic catalyst
for the region. This development is intended to benefit the community within the
development and to accelerate the economic development in the neighbouring areas.
(economintimes.indiatimes.com).
Bengal
where the company will act a facilitator. Bata is developing new small and medium
enterprises (SME) nodes in West Bengal where the company will act as a facilitator. Near the
factory site new SME will help in controlling designs, quality, procurement and other
divisions which will help in increasing its productivity. (business standard magazine)
12
By
12. Bata India cut costs to increase its ROE: This report talks about how Bata has tried to
increase sales by reducing costs by bringing down employee cost and other expenses,
outsourcing manufacturing of low margin products and increasing commission sales. Bata
India posted its highest ever operating margin in the quarter you December 2011 with
indications that it will continue to reap the benefits of the business restructuring exercise it
has undergone over few years. The companys efforts have been on increasing the ROE.
(Jwalit Vyas, ET Bureau)
13. Bata to tap Rural Market:
As part of its survival strategy, Bata is planning to strengthen its retail network in rural areas,
where it does not have a major presence. The company is implementing a financial recast
under which it will utilize the funds from its recent rights issue to repay debts and reduce
interest costs. Margins are expected to improve further with cheap shoe imports. (Hindu
times).
14. Malini Ramani designs for Bata:
13
Bata India has collaborated with leading designer Malini Ramani for trendy and
contemporary shoes and sandals. This is a smart move by Bata to make its product reach out
thereby targeting premium segment. The designer market is unique and full of innovations
and Bata as a brand too believes in constant innovations to bring forth the best for their
customers. (Hindustan times).
15. Understanding feets needs:
Bata launched of Bata Home delivery service in India. With this new service, Bata stores
can now meet all customers requirement by placing orders on the Central Customer service
helping number. The order would be placed on behalf of the customer and the central
customer service team will ensure that the product is delivered at the customers chosen
address anywhere, in India. It has also launched a dedicated call center for better customer
response.
14
1.3 OBJECTIVES:
Here we seek whether the consumers are aware of the existence of the product or not. In
todays competitive world, creating brand awareness is a very important component.
Awareness could be created by adopting right marketing strategy that will help product
reaching to its audience.
To analyse what all factors are influencing the buying behaviour in footwear
industry:
There are various factors that influence the buying behaviour of customers. Bata has always
been known for is Hawaii chappals and this tag will always be attached to it no matter how
much it tries to make changes within the system. Bata focus on upper middle and middle
class. Other factors being culture, family, peers, status, occupation, economic situation,
lifestyle etc.
For every company, it is very important to know how the customers perceive its brand. Bata
have been perceived as a brand focusing on middle and upper middle class. Consumer
perception is not constant it keeps on changing.
For every company it is important to keep an eye on what the competitors are up to. Its a
competitive world every company tries to bring its product in such a manner that it gets
15
quickly accepted by the audience. Bata till now has been able to secure its position from the
rest.
Bata has lacking in its promotion. in order to survive in todays competitive world and
keeping a pace with them it is important for Bata to come up with brand new advertisement
be it newspaper or television. E- Marketing is equally important.
Bata is a well-known brand in India. But it is important to know how the people of Gurgaon
perceive it. Is Gurgaon contributing to the market share of Bata as a whole?
It is important to know what customers expect out a brand. Do customers prefer Bata for
casual footwear or formal footwear? Either they want more variety for both the segments or
changes in the existing segment.
It is crucial for the company to know what attribute of Bata attracts consumers. Attributes are
quality, durability, price, etc.
Research question:
Are customers concerned about the brand while purchasing the shoes?
Do customers think that there is quality and innovation requirement in Bata?
Are customers brand loyal towards the Bata.
What types of strategies are opted by the competitors to capture the major market
share?
16
1.4 METHODOLOGY:
Marketing Research is the process of collecting and analysing and ultimately arrives at
certain conclusion. Research comprises of defining and redefining problems, formulating
hypothesis, or suggesting solutions, collecting, organizing, and evaluating data, making
deductions and reaching conclusions.
The main aim of the research is to find out the truth which is hidden and which has not been
discovered as yet. Market analysis has become an integral tool of business policies these
days. Research, thus replaces intuitive business decisions by more logical and scientific
decisions.
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In it we study various
steps that are adopted by a researcher in studying research problem along with the logic
behind them. The researcher should not only know how to develop certain indices or tests,
how to calculate chi-square etc.
17
Through methodology a reader can understand the project work easily and clearly. The
methodologies that have been used in the research study are as follows:
Research design
The sampling procedure
Questionnaire design
Data collection procedure
Research design :
Research design is actually a blue print of the research project, and when implemented, it
brings the required information for solving the identified marketing problem. The research
design indicates the method of research (the method by which the information is gathered),
the instruments of the research, the methods of sampling etc. Therefore, we have adopted the
18
Sampling Procedure :
It is not possible for a researcher to collect data from every member of the population for a
particular research due to necessary complications and monetary constraints. We have used
Non- probability sampling method because the selection of the sample under this
method depends upon the judgement rather than on chance so the selected sample was
more representative of the customers of Bata than a random sample. It assures that we
will be able to represent not only the overall population, but key subgroups of the population.
Sampling technique:
Size of sample :
We have taken a sample of 100 customers. The survey was taken place at new and old
Gurgaon. The age group ranges from 10 to 60 above year of age. The occupation and monthly
household salary is also taken into consideration.
Questionnaire design :
19
Questions/responses can be roughly classified into two principal groups a) closed ended
questions b) open-ended questions.
In closed ended questions, a list of acceptable responses is provided to the respondent
where in open ended questions the acceptable responses are not provided to the
respondent and they may answer in his or her own words. We have asked our respondents
closed ended questions thus giving them the options to answer and making it easy for them.
Secondary data:
In this, data is collected by referring already available data from the company or company
people. Secondary data is basically collected from companys personnel. The secondary data
in our survey are basically three types:
Background /profile of the company
Objectives of the company
Information collected from the prospects and customers and non-customers of Bata by having
a word directly with them.
Primary data:
Primary data collected through the survey in the form of Questionnaire.
1.5
LIMITATIONS
Time constraint for completing the work with the stipulated time frame. Hence, it was
not possible to go for a very wide sample, so the sample size was limited to 100.
20
The collection of primary data was lengthy so it took time to take the complete the
CHAPTER-2:
21
REASEARCH DESIGN:
2.1 TYPE OF RESEARCH DESIGN
Qualitative research: Direct interviews were taken Data is in the form of words, pictures or
objects.
Qualitative data is more 'rich', time consuming, and less able to be generalized. Uses
participant observation, in-depth interviews etc.
Quantitative research: The aim is to classify features, count them, and construct statistical
models in an attempt to explain what is observed.
Data is in the form of numbers and statistics. Quantitative data is more efficient, able to test
hypotheses, but may miss contextual detail.
Magazines
Different web sites and portals
Newspapers etc.
22
Questionnaire: It consist of questions presented to respondents for their answers due to its
flexibility, it is by far the most common instruments used to collect the primary data hence in
our survey questionnaire was used to collect:
Dictomous
Multiple choice
Questions and it mostly contained closed ended questions
Personal interview: The respondents were contacted and data were collected on the basis of
the personal interview which is the most versatile method of contact.
With the help of this method a more close face to face interview and response were recorded.
We collected the information by visiting several mall in Gurgaon like:
MGF
Lifestyle
Sahara mall
Prior to the survey the work was divided among the group members and then all the work
was done of personal basis
2.4 SCALING TECHNIQUES:
Mainly there are two types of scaling techniques:
Comparative scales: A comparative scale is an ordinal or rank order scale that can
also be referred to as a nonmetric scale. Respondents evaluate two or more objects at
one time and objects are directly compared with one another as part of the measuring
process
Non comparative scales: Continuous rating scale (also called the graphic rating
scale) respondents rate items by placing a mark on a line. The line is usually
labelled at each end. There are sometimes a series of numbers, called scale points,
(say, from zero to 100) under the line. Scoring and codification is difficult.
PRIMARY SCALES CONSIST OF:
Nominal scale: Nominal scale is a figurative scheme in which the numbers serve only
as labels or tags for identifying and classifying objects.
23
Ordinal scale: a ranking scale in which numbers are assigned to objects to indicate
the relative extent to which some character is possessed.
Interval scale: a scale in which the numbers are used to rate objects such that
numerically equal distances on the scale represent equal distances in the
characteristics being measured.
Ratio: the highest scale. It allows the researcher to identify or classify objects; ranks
order the objects, and compare intervals or differences. It is also meaningful to
compute ratios of scale values.
24
awareness,
loyalty,
preference, and
Others factors about the product.
Age
Gender
4. 60 and above
1. Male
Occupation
2. Female
1. Student
2. Unskilled Labourers
3. Senior Officer
4. Businessman
Income
1. Up to 10,000
2. 10,000 to 20,000
3. 20,000 to 50,000
4. 50,000 to 1,00,000
Q1.
Kind of Shoes
5. Above 1,00,000
1. Branded
Q2.
Willing to buy
2. Unbranded
1. Seasonal
2. Occasional
Q3.
Preference
3. Cant say
1. Quality
2. Price
3. Range of Products
Q4.
Product Range
4. Durability
1. Casual
25
2. Formal
Q5.
3. Sports Wear
1. Malls
Place
2. Departmental Stores
3. Retailers
Q6.
Q7.
Q8.
Price conscious
4. Cant Say
1. Yes
Awareness
2. No
1. Yes
Source
2. No
1. Friends
2. Family
3. Advertisement
Q9.
Q10.
Usage
1. Yes
Quality
Price
Brand Name
Range
Of
Products
Easy availability
Q11.
Satisfaction
Q12.
Price range
2. No
1.Strong 2.disagr
3.neutr 4.agr
5.Strong
ly
al
ly
ee
disagree
1.Strong 2.disagr
3.neutr 4.agr
agree
5.Strong
ly
al
ly
ee
Price attraction
ee
disagree
1.Strong 2.disagr
3.neutr 4.agr
agree
5.Strong
ly
al
ly
ee
ee
disagree
1.Strong 2.disagr
3.neutr 4.agr
agree
5.Strong
ly
al
ly
ee
ee
disagree
1.Strong 2.disagr
3.neutr 4.agr
agree
5.Strong
ly
al
ly
ee
disagree
1. Yes
2. No
1. Low
2. Medium
Q13.
ee
3. High
1. Yes
26
ee
agree
2. No
Q 14.
Options in Bata
3. Cant Say
1. Formal
2. Casual
Q 15.
Availability
in
showroom
Q16.
Q17.
Comparability
Q18.
Awareness
3. Sports Wear
1. Yes
2. No
3.
1.
2.
3.
1.
2.
3.
1.
Cant Say
Yes
No
Cant Say
Yes
No
Cant Say
Relaxo
2. Paragon
3. Lakhani
4. Liberty
2.6 SAMPLING TECHNIQUES:
We used Non-probability technique (convenient sampling) mode to fill the data in
questionnaire.
As the area we covered was not so vast that it could be broken in to quota sampling, so we
divided the place into two parts and followed the convenient sampling to collect the data.
2.7 FIELD WORK:
As we did the collection of data on personal basis, so there was a lot field work that was done
by us.
There were 6 members in the group and it was divided into 2 teams
3 members in each group
One team went to old Gurgaon bus station
Another team went to new Gurgaon, mainly to the malls, we visited Sahara mall,
MGF mall, lifestyle mall and completed our field work whole field work was done in
three days in 1 hour on daily basis, was sufficient to complete the whole data entries.
27
CHAPTER- 3:
3.1 DEMOGRAPHIC PROFILE OF RESPONDENT
AGE
Valid
O-20
20-40
40-60
ABOVE 60
Total
Frequency
Percent
Valid Percent
Cumulative Percent
10
76
10
4
100
10.0
76.0
10.0
4.0
100.0
10.0
76.0
10.0
4.0
100.0
10.0
86.0
96.0
100.0
Table 3.1.1
28
AGE
80.0
70.0
60.0
50.0
AGE Percent
40.0
76.0
30.0
20.0
10.0
0.0
10.0
10.0
O-20
20-40
40-60
4.0
ABOVE 60
FIGURE 3.1.1
As per chart we can see that 76% people under the age group of 20-40, 10% people of age
group 0-20, 10% people of age group 20-40, 4% people of above 60 age have filled our
questionnaire.
SEX
Valid
F
M
Total
Frequency
Percent
Valid Percent
Cumulative Percent
31
69
100
31.0
69.0
100.0
31.0
69.0
100.0
31.0
100.0
Table 3.1.2
29
SEX
80.0
70.0
60.0
50.0
SEX Percent
40.0
69.0
30.0
20.0
10.0
31.0
0.0
F
FIGURE 3.1.2
As per chart we can see that 69% male and 31% female have filled our questionnaire.
INCOME
Frequency
0-10000
10000-20000
20000-50000
Valid
50000-100000
ABOVE 100000
Total
Table 3.1.3
21
10
35
18
16
100
Percent
21.0
10.0
35.0
18.0
16.0
100.0
30
Valid Percent
21.0
10.0
35.0
18.0
16.0
100.0
Cumulative
Percent
21.0
31.0
66.0
84.0
100.0
INCOME
40.0
35.0
30.0
25.0
20.0
15.0
10.0
5.0
0.0
35.0
INCOME Percent
21.0
18.0
10.0
16.0
FIGURE 3.1.3
As per the chart we can see that 35 % people of income group of 20,000-50,000, 21% people
of income group of 0-10,000, 18% people of income group of 50,000-1,00,000, 16% people
of income group of above 1,00,000, 10% people of income group of 10,000-20,000 have
filled our questionnaire.
3.2
DATA ANALYSIS
USAGE
Valid
YES
NO
Total
Frequency
Percent
Valid Percent
Cumulative Percent
89
11
100
89.0
11.0
100.0
89.0
11.0
100.0
89.0
100.0
Table 3.2.1
31
USAGE
11%
YES
NO
89%
FIGURE 3.2.1
As per the chart we can see that 89% people have used Bata Shoe and 11% people have never
used Bata Shoe.
QUALITY BATA
Frequency
STRONGLY DISAGREE
DISAGREE
NEUTRAL
Valid
AGREE
STRONGLY AGREE
Total
Table 3.2.3
8
3
27
49
13
100
Percent
8.0
3.0
27.0
49.0
13.0
100.0
32
Valid Percent
8.0
3.0
27.0
49.0
13.0
100.0
Cumulative
Percent
8.0
11.0
38.0
87.0
100.0
QUALITY BATA
13%
8%
3%
STRONGLY DISAGREE
DISAGREE
27%
NEUTRAL
AGREE
STRONGLY AGREE
49%
FIGURE 3.2.2
As per the chart we can see that 49% people agree, 13% people strongly agree, 3% disagree,
8% people strongly disagree and 27% people satisfied with quality of Bata shoe.
PRICE BATA
Frequency
STRONGLY DISAGREE
DISAGREE
NEUTRAL
Valid
AGREE
STRONGLY AGREE
Total
Table 3.2.3
7
11
27
42
13
100
Percent
7.0
11.0
27.0
42.0
13.0
100.0
33
Valid Percent
7.0
11.0
27.0
42.0
13.0
100.0
Cumulative
Percent
7.0
18.0
45.0
87.0
100.0
PRICE BATA
13%
7%
11%
STRONGLY DISAGREE
DISAGREE
NEUTRAL
AGREE
27%
42%
STRONGLY AGREE
FIGURE 3.2.3
As per the chart we can see that 42% people agree, 13% people strongly agree, 11% disagree,
7% people strongly disagree and 27% people satisfied with pricing of Bata shoe.
BRAND BATA
Frequency
STRONGLY DISAGREE
DISAGREE
NEUTRAL
Valid
AGREE
STRONGLY AGREE
Total
Table 3.2.4
4
8
35
41
12
100
Percent
4.0
8.0
35.0
41.0
12.0
100.0
34
Valid Percent
4.0
8.0
35.0
41.0
12.0
100.0
Cumulative
Percent
4.0
12.0
47.0
88.0
100.0
BRAND BATA
12%
4%
8%
STRONGLY DISAGREE
DISAGREE
NEUTRAL
35%
41%
AGREE
STRONGLY AGREE
FIGURE 3.2.4
As per the chart we can see that 41% people agree, 12% people strongly agree, 8% disagree,
4% people strongly disagree and 35% people satisfied with brand image of Bata shoe.
3
13
39
36
9
100
Percent
3.0
13.0
39.0
36.0
9.0
100.0
35
Valid Percent
3.0
13.0
39.0
36.0
9.0
100.0
Cumulative
Percent
3.0
16.0
55.0
91.0
100.0
3%
13%
STRONGLY DISAGREE
DISAGREE
NEUTRAL
36%
AGREE
39%
STRONGLY AGREE
FIGURE 3.2.5
As per the chart we can see that 36% people agree, 9% people strongly agree, 13% disagree,
3% people strongly disagree and 39% people satisfied with product range of Bata shoe.
AVAILABILITY BATA
Frequency
Percent
Valid Percent
Cumulative
Percent
STRONGLY DISAGREE
DISAGREE
Valid
NEUTRAL
AGREE
STRONGLY AGREE
Total
Table 3.2.6
4.0
4.0
4.0
6
27
44
19
100
6.0
27.0
44.0
19.0
100.0
6.0
27.0
44.0
19.0
100.0
10.0
37.0
81.0
100.0
36
AVAILABILITY BATA
19%
4% 6%
STRONGLY DISAGREE
DISAGREE
27%
NEUTRAL
AGREE
STRONGLY AGREE
44%
FIGURE 3.2.6
As per the chart we can see that 44% people agree, 19% people strongly agree, 6% disagree,
4% people strongly disagree and 27% people satisfied that Bata shoe is easily available.
SATISFACTION
Valid
YES
NO
Total
Frequency
Percent
Valid Percent
Cumulative Percent
38
62
100
38.0
62.0
100.0
38.0
62.0
100.0
38.0
100.0
Table 3.2.7
37
SATISFACTION
38%
YES
NO
62%
FIGURE 3.2.7
As per the chart we can see that 38% people are satisfied and 62% people are unsatisfied with
this brand.
OPTION
Frequency
FORMALS
CASUALS
Valid
SPORTSWEAR
Total
Table 3.2.8
39
48
13
100
Percent
39.0
48.0
13.0
100.0
38
Valid Percent
39.0
48.0
13.0
100.0
Cumulative
Percent
39.0
87.0
100.0
OPTION
13%
39%
FORMALS
CASUALS
SPORTSWEAR
48%
FIGURE 3.2.8
As per the chart we can see that 48% people said that they found casual shoe, 39% people
said that they found formal shoe and 13% people said that they found sportswear shoe in Bata
showroom.
57
22
21
100
Percent
57.0
22.0
21.0
100.0
39
Valid Percent
57.0
22.0
21.0
100.0
Cumulative
Percent
57.0
79.0
100.0
57%
22%
CAN'T SAY
FIGURE 3.2.9
As per the chart we can see that 57% people said that they got the value for their money and
22% people said no and 21% people said nothing.
COMPARABILITY
Frequency
YES
NO
Valid
CAN'T SAY
Total
Table 3.2.10
67
14
19
100
Percent
67.0
14.0
19.0
100.0
40
Valid Percent
67.0
14.0
19.0
100.0
Cumulative
Percent
67.0
81.0
100.0
COMPARABILITY
19%
YES
NO
14%
67%
CAN'T SAY
FIGURE 3.2.10
As per the chart we can see that 67% people said that they found good quality in others brand
also, 14% people said that they did not find such quality in others and 19% people said
nothing.
COMPARABILITY
41
Total
YES
USAGE
NO
Total
Count
Expected Count
Count
Expected Count
Count
Expected Count
YES
63
59.6
4
7.4
67
67.0
NO
13
12.5
1
1.5
14
14.0
CAN'T SAY
13
16.9
6
2.1
19
19.0
89
89.0
11
11.0
100
100.0
Table 3.3.1
Chi-Square Tests
Value
Df
Pearson Chi-Square
10.163a
2
.006
Likelihood Ratio
8.096
2
.017
Linear-by-Linear Association
8.512
1
.004
N of Valid Cases
100
a. 2 cells (33.3%) have expected count less than 5. The minimum expected count is 1.54.
Table 3.3.2
Results
As per the table 3.3.1 we can see that the difference of observed and expected value
between who used Bata and found good quality in other brands is more so we can say
that there is no dependency between these two parameters.
The chi-squared test statistic is 10.163 with an associated p(.006) < 0.05.
The null hypothesis is accepted, since p < 0.05, and a conclusion is made that the
people who used Bata found same quality in other brands also.
So we will accept the null hypothesis.
USAGE VS SATISFACTION
Ho : People used Bata are not satisfied.
H1 : People used Bata are satisfied.
42
CROSSTABULATION
YES
USAGE
NO
Total
SATISFACTION
YES
NO
38
51
33.8
55.2
0
11
4.2
6.8
38
62
38.0
62.0
Count
Expected Count
Count
Expected Count
Count
Expected Count
Total
89
89.0
11
11.0
100
100.0
Table 3.3.3
Chi-Square Tests
Value
Pearson Chi-Square
Continuity Correctionb
Likelihood Ratio
Fisher's Exact Test
Linear-by-Linear
7.575
5.871
11.338
Df
Asymp.
1
1
1
(2-sided)
.006
.015
.001
sided)
.006
.004
7.499
1
.006
Association
N of Valid Cases
100
a. 1 cells (25.0%) have expected count less than 5. The minimum expected count is 4.18.
b. Computed only for a 2x2 table
Table 3.3.4
Results
As per the table 3.3.2 we can see that the difference of observed and expected value
between who used Bata and satisfied with this brand is more so we can say that there
is no dependency between these two parameters.
The chi-squared test statistic is 7.575 with an associated p(.006) < 0.05.
The null hypothesis is accepted, since p < 0.05, and a conclusion is made that the
people who used Bata are not satisfied with this brand.
So we will accept the null hypothesis.
43
Descriptive Statistics
Mean
Std. Deviation
USAGE
1.11
.314
100
SATISFACTION
1.28
.451
100
Table 3.4.1
Correlations
USAGE
1
Pearson Correlation
USAGE
Sig. (2-tailed)
N
100
Pearson Correlation
.350**
SATISFACTION
Sig. (2-tailed)
.000
N
100
**. Correlation is significant at the 0.01 level (2-tailed).
Table 3.4.2
SATISFACTION
.350**
.000
100
1
100
Both the factors are positively correlated as the value of r=0.350 which means that if more
people who have used Bata are satisfied.
USAGE AND COMPARIBILTY
Descriptive Statistics
44
Mean
Std. Deviation
USAGE
1.11
.314
100
COMPARABILITY
1.52
.797
100
Table 3.4.3
Correlations
USAGE
COMPARABILITY
.293**
Sig. (2-tailed)
N
100
.003
100
Pearson Correlation
.293**
Pearson Correlation
USAGE
COMPARABILITY
Sig. (2-tailed)
.003
N
100
**. Correlation is significant at the 0.01 level (2-tailed).
100
Table 3.4.4
Both the factors are positively correlated as the value of r=0.293 which means that if more
people who have used Bata got the same quality in other brands also.
45
CHAPTER 4
FINDINGS AND SUMMARY
1. Bata foot wear is one of the leading footwear regarding its quality and price. We
found that approximately 60.4% of the respondents are satisfied with it. And 11.5 are
unsatisfied.
2. Price comes the next factor which has a strong effect. From the customers view point
55.1% feel that Bata products are reasonably priced, whereas 21% feels it is of high
price. It is seen that some authorized dealers want the change in price.
3. While talking on the usage of BATA point of view it was found that 86.7 of the
customers have flexible used Bata Footwear whereas rest has not used Bata.
4. While doing the survey it was found that with the customers wants Bata footwear to
be more Stylish, Economical and more product differentiate.
5. On festival time BATA has got an influential role in affecting the sales of Bata
Footwear.
6. People aged between 20-40 consists of 76.5% usage of BATA and after that 9.2%
consist of people aged between 40-60.
46
7. Mostly BATA shoes are used by man i.e. 68% as compared to women i.e. 31.6%.
8. From our research we came to know that 55.1% agree that BATA is value for money
and 21.4% disagrees with that point.
9. People having income between 20000-50000 are having more % who are using BATA
as compared to other income groups.
CHAPTER 5
CONCLUSION
Bata India limited is though a well-established company but it faces some of the major
constraints which affect the company's demand. Hence, to carry out its business
successfully through the optimum customer satisfaction, some of the following suggestions
are given.
Bata India limited must increase their promotional activities. Though Bata goes for
display boards and hoardings, it must increase its advertisement in the T.V. as it
offers a wide geographic coverage and flexibility in when the message can be
spread.
Bata India limited must concentrate on its pricing policy as its some high price
strategy affects the lower income group which ultimately decreases its demand.
It is seen from the survey that the demand for ladies footwear is quite less, so the
company must take necessary steps to improve its sales in the ladies footwear
segment.
The demand of the sports show in the Bata Footwear is quite low, so the company
must take up an immediate step so as to get the followed in the sportswear.
The young generation doesn't go for Bata footwear. So the company must take up
necessary steps to manufacture is product in such fashion, which will enable to
47
Thus by adopting the above policies, it may help the company to increase its market
coverage and thus gaining the target profit and desire company objective to the
optimum fulfillment of the customer satisfaction
BIBLIOGRAPHY
Use of social networking to overcome inter-generation effects
(2012 by Debbie donner , ehow contributor, 05march 2012)
Bata India Ltd posted 58.2% growth in net profit in Q2 (Writankar
Mukherjee , economic times )
Bata India to open 70 flagship stores this year
(Writankar
march012)
School or play, Bata wins the day
( Ankit Pandey ;
www.fibre2fashion.com)
Bata India restructures its agreement with revised terms and
conditions
on
Calcutta
Riverside
Project
at
Bata
(economintimes.indiatimes.com)
Bata : nest foot forward
(Priya Kansara Pandya / Mumbai;
business-standard)
Bata to invest 100 crore in West Bengal
(business standard
magazine)
Resurgent Bata India gets expanding at break neck speed
(Binoy Prabhakar, ET Bureau Sep 11, 2011, 11.03am IST)
Report on Bata India Limited (www.slide share.net) By students
of Kohinoor business school, khandala )
Bata India cut costs to increase its ROE (Jwalit Vyas, ET Bureau)
Bata to tap Rural Market (Hindu times)
Malini Ramani designs for Bata (Hindustan times)
48
LIST OF ANNEXURE
Section :1 Details of Respondent
Name:
Sex:
Age:
0-20 [ ]
20-40 [ ]
40-60 [ ]
above 60 [ ]
Occupation:
Student [ ]
Unskilled Laborers [ ]
Senior Officer [ ]
business [ ]
[ ]
10,000-20,000
50,000-1, 00,000
[ ]
[ ]
Above1, 00,000
SECTION B
CONSUMER PERCEPTION
1) What kind of shoes do you prefer?
49
20,000-50,000
[ ]
[ ]
1. Branded [ ]
2. Unbranded [ ]
2. Occasional [ ]
3. Cant say [ ]
2. Price [ ]
3. Range of products [ ]
4.Durability [ ]
2. Formal [ ]
3. Sportswear [ ]
2. No [ ]
2. No [ ]
If no then go to question no 18
8) From where did you come to know?
1. Friends [ ]
2. Family [ ]
3.Advertisement [ ]
2.No [ ]
50
4.Cant say [ ]
10) What did you liked in BATA?( The reasons in a five point scale in the order
of preference)
Variable
Neutral Agree
Strongly Agree
Quality
1. [ ]
2. [ ]
3. [ ]
4. [ ]
5. [ ]
Price
1. [ ]
2. [ ]
3. [ ]
4. [ ]
5. [ ]
Brand name
1. [ ]
2. [ ]
3. [ ]
4. [ ]
5. [ ]
Range of products 1. [ ]
2. [ ]
3. [ ]
4. [ ]
5. [ ]
Easy availability 1. [ ]
2. [ ]
3. [ ]
4. [ ]
5. [ ]
2.No [ ]
2. Medium [ ]
3.High [ ]
2. No [ ]
3.cant say [ ]
2.Casuals [ ]
3.Sportswear [ ]
2. No [ ]
3.Cant say [ ]
1. Yes [ ]
2. No [ ]
3.Cant say [ ]
17) Do the products of other co. provide that much good quality of products
compared to BATA?
1. Yes [ ]
2.No [ ]
3.Cant say [ ]
2.Paragon[ ]
52
3.lakhani[ ]
4.liberty[ ]