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A

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

MASTER OF BUSINESS ADMINISTRATION

Doon Business School Global


122Mi, Behind Pharma City, Selaqui, Dehradun-248001, Uttarakhand

July 2014
CERTIFICATE

Certified that this Report titled "EFFECTIVENSS OF MARKETING


COMMUNICAITON TOOL ON CONSUMER DECESION ON FOOTWEAR
BATA " is the bonafide work of Himanshu Ranjan ( Roll No

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

1.1 Significance of the study

08

1.2 Review of Literature

09

1.3 Objectives of the Study

14

1.4 Methodology

16

1.5 Limitations of the study

18

CHAPTER II

19-23

2. RESEARCH DESIGN

19

2.1 Types of research design

19

2.2 Data collection from secondary source

19

2.3 Data collection from primary source

19

2.4 Scaling techniques

20

2.5 Questionnaire development and requisitions

21

2.6 Sampling techniques

23

2.7 Field work

23

CHAPTER III

24-40

3. DATA ANALYSIS

24

3.1 Demographic profile of the respondent

24

3.2 Data Analysis

27

3.3 CHY Square Analysis

37

3.4 Correlation Analysis

39

CHAPTER IV

41

FINDINGS AND SUMMARY

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

1 SIGNIFICANCE OF THE STUDY :

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.

Today is the world of technology, extensive use of marketing strategies is needed by


the company in order to create its image in the minds of the customers. Talking about
Bata, they do not do aggressive marketing to lure the customers. They lack on-line
presence and in such a competitive world, E-marketing is must to make the visibility
of the product s to its customers. Bata has focused only the main cities thus
ignoring their interest in tier 3 cities which has emerged as the main problem for
the company because most population of the country resides in tier 3 cities.

1.2 REVIEW OF LITERATURE:

Marketing Research is a systematic method of collecting, recording and analysing of data


which is used to solve marketing problems. It is a systematic process of collecting
information about marketing problem. Then, it collects full information about the customers.
It finds the needs and expectations of customers. It helps the company to make its production
and marketing policies.
The purpose of marketing research project is to achieve an increased understanding of the
subject matter. With market throughout the world becoming increasingly more competitive,
market research is now on the agenda of many organizations whether be it large or small.

According to American Marketing Association, Marketing Research is the systematic


gathering, recording and analysing of data about problems relating to the marketing of goods
and services.

According to Philip Kotler, marketing research is a systematic problem analysis, model


building and fact finding for the purpose of improved decision-making and control in the
marketing of goods and services.

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).

IMPORTANCE OF MARKETING RESEARCH BY WARREN .J. KEEGEN


(GLOBAL MARKETING MANAGEMENT 7TH EDITION)

To make marketing decisions:

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.

Survive the competition:

Marketing research helps in ascertaining and understanding competitor information such as


their identity, marketing network, customer focus and scale of operations. With market
research one can understand the under-served consumer segments and consumer needs that
have not been met.

Help to decide target markets :

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

Increasing the sales:

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.

(Article by S. Ramesh Kumar is a Professor in the Marketing Area at IIM Bangalore.


He can be reached atrkumar@iimb.ernet.in

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

Saritha V. (PGP 2010-12) holds a B. Tech from Osmania University, Hyderabad.


Shecan be reached atsaritha.v10@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.

2. Use of social networking to overcome inter-generation effects


Consumers have forgotten that Bata is a foreign brand due to the long history of the brand in
India and its proliferation across the length and breadth of the country. Bata should build a
favorable image by the source of internet to combine multiple messages targeted at multiple
stakeholders through two-way communication which will increase the involvement levels.
Social networking websites and blogs on sport websites , promotion on online gaming ,
advertisements on sports news aggregator websites etc. will enhance the image of the brand
and create a favorable attitude towards the ad and brand leading to purchase decision.
Peoples perception of something can vary greatly from person to person, with each one
forming an individual opinion about the stimuli being received.
Perception is one of the key psychological factors that influence consumer behavior.
The role of perception in consumer behavior is all about recognizing how consumers view a
companys product. A consumers motivation for buying a particular product often comes
down to image. People wish to be perceived as having the ability to make the right choices
and pick the right products. Marketers use perception to target peoples need to fit in and be
a part of a larger group of consumers. (2012 by Debbie donner , ehow contributor,
05march

2012)

3. Bata India Ltd posted 58.2% growth in net profit in Q2:


This report talks about the improved sales and margin from its shoe line through rapid
expansion ,higher expansion, higher response to collections, better customer services and
growth in customer base. India s largest footwear manufacturer and retailer, Bata India
posted 58.2% growth in net profit for the second quarter ended June 30 at rs.40.98 crore on a
22.6% rise in net sales at Rs. 429.36 crore. (Writankar Mukherjee, economic times ).

10

4. Bata India to open 70 flagship stores this year:


This report talks about Batas expansion to reach out to masses. India s leading footwear
retailer and manufacturer , Bata India is going to open 70 flagship stores this year which will
built as per the global format. (Writankar Mukherjee, economic times).

5. Reasons why Bata shares are rising:

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.

According to the budget Proposal, Excise Duty exemption on non-leather footwear


has been enhanced from Rs. 250 to Rs.500 per pair. Non leather footwear
aboveRs.500 per pair will now attract excise duty of 12% from 10%earlier.

30% of Batas sales are from canvas and plastic, hence subject to an exemption from
the duty.

Bata pays about 1.5% of sales as Excise duty.

(Profit .ndtv.com 4th march012).

6.

School or play, Bata wins the day:

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

Metropolitan Group ltd. The objective of

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).

8. Bata : nest foot forward


This report talks about companys growth through store expansion, volume growth and
higher realisation. The company intends to extend its reach in tier-2 and tier-3 cities. Also,
most of the stores in future will be K-stores (20 present of the current network), wherein the
company appoints an agent who runs the store and bears all employee costs associated with it
while the company bears all the costs such as store rent, furniture etc. in return, the K-store
agent gets a commission of six to eight present depending on the turnover.
(Priya Kansara Pandya / Mumbai; business-standard)

9. Bata to invest 100 crore in West Bengal:


Bata is developing new small and medium enterprises (SME) nodes in west

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

10. Resurgent Bata India gets expanding at break neck speed:


In this article we read how Bata has resurgent from past but still they lack behind in terms of
innovation and quality as compared to their competitors. When Marcelo Villagran took
charge of Bata India in early 2005, he was handed a to-list that was as serpentine as Chile, the
reed-thin nation he hails from so on the map. Shed flab, improve brand building, bump up
product mix, shut redundant stores, streamline manufacturing, specialize sourcing.

By

(Binoy Prabhakar, ET Bureau Sep 11, 2011, 11.03am IST).


11. Report on Bata India Limited
This report talks about the introduction, availability of stores in the country and its external
and internal factors that have affected the working of the company. (www.slide share.net) By
students of Kohinoor business school, khandala.)

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:

To examine the brand awareness among the people:

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.

To investigate about the perception of the consumers :

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.

To analyse competitors strategy in the market (Liberty, Relaxo) :

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.

To know the most effective media or source for the advertisement :

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.

To know the market potential of Gurgaon :

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?

To know future expectations of the buyers :

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.

To determine the importance of various attributes of the buyers regarding the


choice of their footwear :

It is crucial for the company to know what attribute of Bata attracts consumers. Attributes are
quality, durability, price, etc.

To determine the annual expenditure affordable by majority of the people or


customers on their footwear.

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

Process involving the following six market research:

Defining the problem and research objectives


Develop the research plan

Collect the information

Analyze the information

Present the findings

Make the decision.


FIGURE 1.4.1
This section of the survey emphasis on the procedure that has been followed by us
during the research study

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

Questionnaire method and surveyed the people of Gurgaon by segmenting it in 2: old


Gurgaon and new Gurgaon.

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:

Under non-probability sampling we have chosen convenience Sampling, the customers of


Bata Gurgaon was divided into two as New Gurgaon and old Gurgaon. Convenience
sampling is a type of non-profitability sampling technique.
Non- probability sampling focuses on sampling techniques that are based on the judgement of
the researcher. A convenience sample is one where the units are selected for inclusion in the
sample are easiest to access. The subject is chosen in a non- random manner and some
member of the population has no chance of being included. It is used in pilot or exploratory
studies when the researcher wants an inexpensive and quick

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.

Data collection procedure :

Data are of two types:


a) Secondary data
b) Primary data

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

response and whole process.


The respondent had given some biased and ambiguous responses.
Since it is a convenient study, some sort of discrepancies might be there in the
available data.

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.

2.2 DATA COLLECTION FROM SECONDARY SOURCES


As the main work that was customer feedback, was questionaries that were filled personally
not online so not so secondary data was used in it, but theoretical overview for review of
literature was collected from various:

Magazines
Different web sites and portals
Newspapers etc.

So this was the only collection as secondary source in this regard.


2.3 DATA COLLECTION FROM PRIMARY SOURCES
This marketing research was field survey that was personally done through questionnaires,
the research was based on primary and secondary data but first we will talk about primary
data.
For collecting primary data the survey was done through questionnaires which was personally
given to customers and general public and was filled by them.

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.

We used nominal scale and likert 5 points in our project:


That consists of 5 points:
Strongly disagree, disagree, neutral, strongly agree, Agree

2.5 QUESTIONNAIRE DEVELOPMENT AND PRE TESTING:


There are 2 sections in our questionnaire:
Sec A: Details of the respondent:
This sections talks about the name, sex, and age of the respondent along with income of the
respondent.

24

Sec B: Questions regarding there preference about the product:


This section consists of questions that talk about

awareness,
loyalty,
preference, and
Others factors about the product.

2.5.1 CODE BOOK:

Age

Variable Names Coding


1. 10 to 20
2. 21 to 40
3. 41 to 60

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.

Value for money

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.

PRODUCT RANGE BATA


Frequency
STRONGLY DISAGREE
DISAGREE
NEUTRAL
Valid
AGREE
STRONGLY AGREE
Total
Table 3.2.5

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

PRODUCT RANGE BATA


9%

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.

VALUE FOR MONEY


Frequency
YES
NO
Valid
CAN'T SAY
Total
Table 3.2.9

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

VALUE FOR MONEY


21%
YES
NO

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.

3.3 CHY SQUARE ANALYSIS


USAGE VS COMPARABILITY CROSSTABULATION
Ho: People used Bata have found good quality in other brands
H1: People used Bata have not found good quality in other brands

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

Asymp. Sig. (2-sided)

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

Sig. Exact Sig. (2- Exact Sig. (1sided)

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

3.4 CORRELATIONS ANALYSIS

USAGE AND SATISFACTION

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

capture the younger generation market.

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

Mukherjee, economic times)


Reasons why Bata shares are rising

(Profit .ndtv.com 4th

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 [ ]

What is your average monthly household income?


Up to 10,000

[ ]

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) When you are willing to buy shoes?


1. Seasonal [ ]

2. Occasional [ ]

3. Cant say [ ]

3) What do you prefer in shoes?


1. Quality [ ]

2. Price [ ]

3. Range of products [ ]

4.Durability [ ]

4) What product range are you looking for?


1. Casual [ ]

2. Formal [ ]

3. Sportswear [ ]

5) From where do you buy shoes?


1. Malls [ ]

2.Departmental stores [ ] 3.Retailers [ ]

6) Are you pricing conscious?


1. Yes [ ]

2. No [ ]

7) Have you heard about BATA?


1. Yes [ ]

2. No [ ]

If no then go to question no 18
8) From where did you come to know?
1. Friends [ ]

2. Family [ ]

3.Advertisement [ ]

9) Have you used BATA?


1. Yes [ ]

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

Strongly Disagree Disagree

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. [ ]

11) Are you satisfied with brand BATA?


1. Yes [ ]

2.No [ ]

12) What price range does BATA offer you?


1. Low [ ]

2. Medium [ ]

3.High [ ]

13) Are the prices of BATA shoes capable to attract customers?


1. Yes [ ]

2. No [ ]

3.cant say [ ]

14) What are the options you get in BATA?


1. Formals [ ]

2.Casuals [ ]

3.Sportswear [ ]

15) Is all the product range available in one single showroom?


1. Yes [ ]

2. No [ ]

3.Cant say [ ]

16) Do you find value for money in BATA?


51

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 [ ]

18) Which other brands are you aware of?


1. Relaxo [ ]

2.Paragon[ ]

52

3.lakhani[ ]

4.liberty[ ]