A Case Study of The Bata Shoe Company (Bangladesh) LTD

Customer Assessment: A Case Study of the Bata Shoe Company (Bangladesh) Ltd.
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1. Bata A Sound Multinational Organization
Bata Shoe Organization is the largest manufacturer and marketer of footwear in the world. Its
global business comprises of shoe factories, tanneries, engineering plants, quality control
laboratories, product development and research centers. Bata International Centre is located in
Toronto, Canada. Mr. Tomas Bata, the founder of Bata Shoe Organization initiated this
worldwide operation id Zlin, Czechoslovakia, now known as the Czech Republic.
Bata distributes its products through approximately 6,300 retail outlets, 10,000 franchise and
thousands of depots and dealers. More than 50,000 people are employed in producing and selling
over 300 million pairs of shoes each year, primarily for the domestic markets in which BSO
companies operate. Manages a retail presence in over 50 countries. Runs 40 production facilities
across 26 countries
Nowadays, Bata (the official name of the Czech subsidiary) is mainly a trading business. Apart
from shoe stores, it also runs a small production facility in Doln Nm, a shoe museum in Zln
and Baa Foundation (Nadace Tome Bati), which supports cultural and educational projects.
The main street in Zln and its university are both named after Tom Baa.
1.1 Historical Background

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The 19th Century
1894 The T. & A. Baa, T. & A. Baa Shoe Company (T. & A. Baa obuvn spolenost)
registered in Zlin, Austria-Hungary by Tom, Anna and Antonn Baa. Next year first
business crises, Tom takes over company's control, Antonn leaves for the
army, Anna gets married.
1897 The Baovka, the first fabric shoe, introduced and with it production mechanization,
first machine from Germany. After 4 years first factory building was constructed.
The 20th Century
1904 Tom' first journey to the USA.
1905 2,200 pairs per day produced by 250 employees, in two shifts, sales department founded.
1908 Antonn dies; Tom takes full company's control.
1909 First export sales, first sales agencies in Germany, the Balkans and the Middle East;
3,400 pairs per day produced.
1911 Tom' second journey to the USA.
1914 World War I breaks out, large orders by the Austro-Hungarian army for military shoes.
1917 World War I large scale orders contributed to company's exponential growth; 2 million
pairs per year sold, 10,000 produced daily by 5,000 employees, advanced production equipment
imported from Germany.
1918 Second crises of the company, massive losses, non-paid deliveries for the state (Austria-
Hungary, the newly founded Czechoslovakia doesn't recognize the debt); production down to
1,700 pairs daily.
1919 Tom' third journey to the USA, getting acquainted with Henry Ford's mass production.
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1922 Currencies devalued due to World War I, consumer purchasing power at an all time low,
Bata cuts shoe prices by 50% to attract customers and to expand into 160 company shops
throughout Czechoslovakia.
1923 Employee profit & loss sharing introduced.
1925 The Baa system organizes operations in autonomous workshops; the "Baa School of
Work" (Baova kola prce) founded, education and practical training to future Baa managers;
563 company shops throughout Czechoslovakia.
1927 Assembly line production introduced.
1929 customs tariffs introduced in the world, Baa builds factories in Switzerland (Mohlin),
Germany (Ottmuth), England (Tilbury), France (Hellocourt), Yugoslavia (Borovo), Poland
(Chelmek), Holland (Best), the USA (Bel Camp) and India (Batanagar); the "House of Baa's
service" (Dm Baovy sluby) opens in Prague, replacing older premises.
1930 100,000 pairs produced daily; five-day, 40 hours week introduced.
1931 Baa founded, replacing the former "T. a A. Baa"; by the early 1930s, Baa becomes the
worlds leading footwear exporter.
1932 after Tom Baas plane crash his half-brother Jan Antonn Baa becomes head of the
company; at this time the company continues the diversification into the production of tires,
aircraft, bicycles, machineries; the "House of Baa's service" (Dm Baovy sluby) opens in
Brno.
1939 Baa operates 63 companies in various industries with footwear remaining the core
business with 60 million pairs sold per year in over 30 countries; the Baa family leaves to the
USA after nazi occupation of the rest of Czechoslovakia;
1942 Tom J. Baa (Thomas J. Bata) starts to operate from Batawa, near Toronto, Canada.
Instead of leading the Canadian subsidiary.
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1945 All Baa companies in Eastern Europe "nationalized" by communist or pro-communist
governments, the company starts rebuilding itself from the remaining entities outside Eastern
Europe;
1947 - Jan Antonn Baa accused by the Czechoslovak communists of various "crimes" and
sentenced to 15 years of hard labor in absentia and all of his properties in Czechoslovakia are
confiscated.
1946 - Two decades of litigation ensue members of the Bata family begin to sue one another
over ownership of the international subsidiaries of Bata. In spite of conflicting decisions has
never been fully resolved.
1960s Companys headquarters relocated to Toronto by Thomas J. Bata, further expansions

through new factories in local markets.
1970s Private labels created: Bubblegummers, Power, Marie Claire, and North Star
1980s Bata develops retailing: Bata city stores, large format stores and sport concept stores
1989 Thomas J. Bata visits Czechoslovakia to check and negotiate on the restitution
possibilities, sets up his team to do the work, later on buys some of the leftovers of the former
company from the state and founds Baa, now as Czech retail subsidiary.
1990s Bata enters the high-price segment: Bata Premium collection.
1995 Partnerships in Eastern Europe, Bata stores in Russia, Poland, Croatia, and Slovenia.
1999 Bata concentrates on design, marketing and distribution, manufacturing moves to low-
cost countries and subsidiaries.
The 21st Century
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2001 Thomas G. Bata, Tom' grandson becomes the Groups chairman, restructures the
business into regional "4 meaningful business units".
2002 Bata Shoe innovation Centres for shoe development introduced worldwide.
2004 In China, Bata procurement centre in Guanzhou opens distribution partnership for the
opening of Bata retail stores established.
2006 A township construction began to modernize the Batanagar factory complex (near
Kolkata, to be completed by 2011, with 2500 housing for employees, a hospital, a school, an IT
park, a hotel and residential flats along the riverside); Branded Business Division founded to
consolidate all the branded business activities.
2007 - June 26, 2007, Communist Verdict Against Jan A. Bata Overturned. The City Court in
Prague, Czech Republic has re-opened a 60-year-old case in which an international businessman
and Czech nationalist was falsely accused of collaboration with the Nazis. Jan Antonn Baa,
brother of the world famous shoemaker Tom Baa, was sentenced in absentia in 1947 for
collaboration with the Nazis by the National Court in Prague. Thomas J. Baa, 91, nephew of Jan
Bat'a, testified on Monday in court to achieve the cancellation of the verdict against his uncle. He
said that he believed that justice would win.
For the last decade his descendants, led by the sprightly 92-year-old Thomas J. Bata, son of the
company's founder, have fought to clear his name. They say far from being a collaborator, Jan
Antonin Bata financed the Czechoslovak government-in-exile to the tune of a quarter of million
dollars in secret donations or roughly four-million of today's US dollars.
1.2 Today Bata Shoe Company

Bata has a worldwide reach, with operations across 5 continents managed by 4 regional
meaningful business units (MBUs). Each unit benefits from synergies specific to their
environment, such as product development, sourcing or marketing support. Each MBU is
entrepreneurial in nature, and can quickly adapt to changes in the market place and seize
potential growth opportunities.
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Bata's strength lies in its worldwide presence. While local companies are self-governing, each
one benefits from its link to the international organization for back-office systems, product
innovations and sourcing. Bata Runs 40 production facilities across 26 countries. It serves 1
million customers per day in 4,600 retail stores. It has more than 40,000 people as employee.
1.2.1Bata's 4 Business Units:

Bata Europe, Switzerland
Bata Asia Pacific-Africa, Singapore
Bata Latin America, Mexico
Bata North America, Canada
Bata in the world
1.3 Mission of Bata Shoe Company

To be successful as the most dynamic, flexible & market responsive world organization with
footwear as its core business.
1.4 SWOT Analysis

The following SWOT analysis is drawn from the experience of working in Bata Shoe
Organization. It integrates a number of concept that have been arise after careful study of Bata
Shoe Organization operation.
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1.4.1 Strength
Young and exuberant management team.
National distribution network
Excellent Bata brand image
Synergies with sister BSO company
Good labor relation
Good production facilities
High ration of new Best Seller
1.4.2 Weakness
High cost of own production

Bata pays majority of VAT on footwear
Union is actively engage in day to day activities
High import duties
1.4.3 Opportunity
Major opportunities in ladies fashion foot wear
Fast growing in Bata Bazar store
Development of branded shoes
Increase of import business
Growing market for upgrade mens close shoe
1.4.4 Threat
Increase competition of low-cost product of Sandak/Thongs
Political instability
Insufficient power supply
Smuggling of shoe
Counterfeit of Bata product
Frequent devaluation of Taka
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Bata in Bangladesh
2. Bata Bangladesh
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Bata Bangladesh is affiliated to the Bata Shoe Organization, the world\'s largest footwear
manufacturing and marketing organization. Started operation in Bangladesh in 1962,
Incorporation in Bangladesh in 1972.
Currently, Bata Bangladesh operates 2 manufacturing plant Tongi and Dhamrai, Bata Bangladesh
is producing around 110,000 pairs of shoes daily. It has a modern tannery with the latest
technological facilities to process 5 million square feet of leather yearly. The Tannery is equipped
with a high-tech effluent treatment plant ensuring a pollution free environment for both workers
and locality where we operate. More than 240 stores are operated in Bangladesh both City,
Family, Bata Bazar and Super store.
In the year 2006, the total of 1436 people were in Bata Shoe Company. To uphold team spirit,
integrity and employee relations. For the enormous efficiency Bata Shoe Company a huge profit
in the year 2006. In the year 2006, the profit before tax was taka 408.25 million, and increase Tk.
87 million or 27% against 2oo5. Similarly the net profit after tax was Tk. 277.02 million, which
was an increase of 34% against 2005.
During 2006, the increase in retail was 16% in sale pairs and 27% turnover compared to 2005.
Our aggressive expansion plan in retail was successfully implemented by the opening of 3 City
Stores, 5 Family Stores, 3 Bata Bazar and 1 Super Store. Bata Shoe Company also convert 4
stores from Family Stores to City Stores, 1Store from Bata Bazar to Family Store, 4 Stores from
Family Stores to Clearance Sale Outlet Stores and 1 Store from Family Store to Agency. Bata
Shoe Company also removed a total of 8 Stores during the year.
In the last few months Bata Bangladesh has launched more than 180 new designs for different
brands in their men, women, children and infant ranges. Thus far they have received excellent
responses from their various target groups on the new designs.
2.1 Organogram
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Organizational structure refers to the way people and jobs in an organization are arranged so that
the work of the organization can be performed. BATA follows a functional structure. A functional
structure is a type of organizational design in which activities of a similar nature are grouped
together. The top manager in each of the functional areas reports to a common executive, often
the president or chief executive officer of the company. Common functional areas that are
grouped together include operations, finance, sales, human resources, accounting, marketing, and
research and development, among others. All the departments after performing their task inform
the Control Department. The Control Department then evaluates the performance with the
desired one and after summarizing the facts the control department communicate with the
Company Manager.
CEO chain is the longest and complicated one. The CEO needs to convey the total plan to the
Manufacturing Department Manager. He then outlines the message in more elaborate way and
gives all necessary instruction to the head supervisor. The Head Supervisor has to deliver those
instructions and need to get the work done from the workers. This communication process is two
way. It is necessary to be a two way process because the superiors need feedback from the
employees under them. It often happens that the goal has not been achieved properly because of
the long way of information flow. The two-way communication also helps the superiors to
monitor the total task and give feedback to their superiors.
2.1.1 BSC Division

The diagram below shows major BSC divisions:
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BSO Division
Bata Intl Centre (Toronto)
(Toronto)
Bata Intl Gp (HQ at Bata Euro Gp Bata Am. Gp

Singapore)
Asia Africa Pacific Canada Latam.
Region
Sri-lanka
India (HQ at
Bangladesh
Kolkata)
Italy France Czech Rep. Switzerland Spain Portugal
2.1.2 Organizational Structure Chart
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2.1.3 Corporate Organization Chart Bangladesh
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2.1.4 Information Flow from CEO to the Workers
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CEO
Manufacturing
Department Manager
Head Supervisor
All other Supervisors
Workers
2.1.3 Manufacturing Department Span of Control Structure
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Manufacturing
Department
Manager
Rubber PBC Cutting Sewing Finishing

Department Department Department Department Department
Manager Manager Manager Manager
Supervisors Supervisors Supervisors Supervisors Supervisors
Workers
2.1.5 Marketing Channels
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Marketing Channels
Whole Sale Retail Exporting Direct sale
2.1.6 Organization Chart of Distribution Center
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2.1.7 RIMS Work Flow
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Final Customer
Foreign
C.D.C.
Advertising
Retail Wholesale Direct Export
Product
Development Merchandising
Tongi Dhamrai Satelite A.B.U

2.1.8 Organization Chart of Final Customer
Manufacturing
Costing
Laboratory
Maintenanc
e Tannery
DSP RWD Instructions
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Purchasing
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2.2 Functional Department
The basic set up of Bata Bangladesh is operated through seven major functional departments. It
is important to note that the Marketing or Merchandising Department is in the Center of
activities of all other departments. The seven functional departments are as follows:
1. Production department
2. Production/Design Department
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3. Cost and Efficiency department
4. Finance Department
5. Purchasing Department
6. Merchandising Department (Marketing)
7. Human Resource Department
1. Production department
Bata-Bangladesh has to- production factory at Tongi and Dhamrai and quality control
laboratories under production department. In Bata-Bangladesh Merchandisers are planning
which article to be produced in what quality and when. According to this information the
production department goes for production after the production planning.
2. Production/Design Department
Creates new design as per specification of Merchandising Department.

Follow up pilot production, to ensure pilot production quality.
Determine complete materials, consumption for making a pair of shoe.
Determine and forecast shoe line for the next working year.
New idea (fashion) adds or articles develop, costing analysis etc.
Generally the product department in Bata-Bangladesh launches a new product.
Relation to tannery (right materials supply or not)
Working steps for launching a new product it also done by product dept.
3. Cost and Efficiency department

Bata-Bangladesh has four stage system for the introduction of new articles. In new stage
1 after using available marketing information, design the article, consider the new necessary
resource: materials, machines, and manpower. The cost and efficiency department estimates
the materials cost and it is approved by them when will ensure an economically viable
product, suitable for volume production.
4. Finance Department
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Found organization and Management banking.
Financial report formation of financial rules.
Hard and fast budgets.
Accounting control system.
Monitoring of found management (mode of receiving and payments of funds)
Business tax matters. Scope of utilization of ideal fund.
Last five years financial data are given below from the manual.
Financial Results 2006 2005 2004 2003
TAKA TAKA TAKA TAKA
Profit for the year before

provision for tax
408,248,059 321,355,315 277,180,489 450,672,122
Less: Provision for tax

131,226,000 114,717,000 99,695,000 143,429,000
Leaving a balance of net 277,022,059 206,638,315 177,485,489 307,243,122

profit after tax
5. Purchasing Department
In Bata Shoe Company (Bangladesh) Ltd. purchasing executives are responsible for
obtaining materials and components in the right quantities quality at the lowest possible cost.
6. Merchandising Department (Marketing)
In Bata-Bangladesh merchandisers are distributors who buy the goods directly from the
manufacturer and sell it to other intermediaries and the ultimate consumer. Depending on the
information available in the computer, the merchandisers are planning which article to be
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produced in what quantity and when. As per the sale trend of each article of each store, the
distributors are setting stock standard as per article as per Store/Depot/Agency.
Merchandising departments are also planning for development of stock for festival business
on the basis of sale and stock trend of each store.
Functions of Merchandising Dept. on RIMS
New article information input.

Update existing article information.
Purchase order (Production Planning) input.
Store stock standard allocation.
Price changes / reduction.
Article liquidation.
On-line checking of sale and stock at the store level.
Special supply.
Estimate per category.
7. Human Resource Department
Personnel administration.
Training of operating staff on equipment.
Hiring new personnel.
General and specific staff training.
Promotion, transfers, performance appraisal.
Flow of internal communication.
Maintaining and develop overall filing system.
Correspondence, documentation and maintaining catalogues, manuals, journals, etc.
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Transport arrangement.
Security of companys overall properties.
Providing logistic and other support.
Providing office equipment and maintaining them.
Making payments of all utility bills.
Accommodation for all office staffs.
2.3 Types of Business
Leather manufacturing with local manufacturing facilities approved by regional business with
innovation and business result.
2.4 Operation
Formal and informal regular product, basically leather. Bata Shoe Company run their operation
by using 3 retail concept. The concepts are City Store, Family Store, Super Store. Other that Bata
Shoe Company continue their operation with Agency, Dealer and Some Outlet Stores.
2.4.1 City Store
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Bata Shoe Company operates stores in many of the worlds fashion capitals. Bata City Stores
offer urban customers the best in todays fashion footwear and accessories. There are 21City
Store are staying in Bangladesh, 16 in Dhaka Metropolitan Area, others are Chittagong Sylhet
Metropolitan Area and 1 in Mymansing. These stores are in city centers prime locations, and
provide a high level of customer service, exclusive fashion shoelines with complementary
accessories, and contemporary shopping environments to discerning shoppers.
2.4.2 Family Store
Bata Shoe Company is the worlds leading family footwear chain thanks to the wide assortment
of everyday fashion footwear available in our stores from Milano to Delhi. The products are
primarily the Bata brand, with a carefully selected assortment of articles from both local and
international brands. There are 48 Family Stores successful operated all over the Bangladesh.
Provide a moderate level of customer service, fashion shoelines with complementary accessories,
and contemporary shopping environments to discerning shoppers.
2.4.3 Bata Bazar and Super Store
Factory stores first opened in 2003 and are the largest and the most value-oriented stores of our
retail chain. They are ideally located in power centres, commercial parks and outlet centres with
easy parking facilities. There are 55 Family Stores successful operated all over the Bangladesh.
2.4.4 Agency and Outlet
Beside these three Bata run their operation to provide quality footwear with the help of agencies.
All mast 102 agency stores are selling Batas product according to the company guide line. With
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102 agency stores another 8 outlet stores are selling footwear every day. The outlet stores are
assembled by the rejects footwear with the discount price.
2.5 Product Category

Gents and Ladies Regular Shoe, Fashion Shoe, Casual Shoe, Athletic Shoe, Sock, Shoe Shiner,
Lays, School Bag, Ladies Fashion Bag, Belt.
2.6 Brands
B First, Bata, Bubblegummers, Dr. Scholls, Hawaianas, Hush Puppies, Marie Claire, North Star,
Power, Weinbrenner, Sandak.
2.7 Employee
Bata Shoe Company in operation of Bangladesh provides employment to over 1436 people
directly and through its dedicated agencies, dealers and service providers. Bata Shoe Company
is committed to diversity in a working environment where there is mutual trust and respect and
where every one feels responsible for the performance and reputation of company, also
committed to working with employees to develop and enhance each individuals skills and
capabilities. We will recruit, employ and promote employees on the sole basis of the
qualification and abilities needed for the work to be perform. Bata Shoe Company committed to
safe and healthy working conditions for all employees. They will not use any form of forced,
compulsory or child labor.
2.8 Customer
Bata Shoe Company is committed providing branded products and services which consistently
offer value in terms of price and quality, and which are safe for their intended use. Products and
services will be accurately and properly labeled, advertised and communicated.
2.9 Shareholder
Bata Shoe Company provide timely, regular and reliable information on their activities,
structure, financial situation and performance to all shareholders. In 2006 companys shares of
nominal value Tk. 10.00 where traded at Tk. 121.40 on the Dhaka Stoke Exchanges and Tk.
121.50 on Chittagong Stock Exchanges respectively at last trading day.
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The name of the Shareholders along with the position of their shares are listed below:
Name of Shareholder Shares Held % of Holding
i) Parent/subsidiary/associate/related parties:
Bafin Nederland (B.V.) 9,576,000 70.00
ii) Directors
Mr. Rashidul Hasan 864 ---
iii) Executives (Head of Functions) Nil Nil
iv) Shareholders, who holds 10% or more. Nil Nil
v) Other Shareholders, who holds less than 10%
Other Non Resident (Intuitions) 87,620 00.64
1,784,780 13.05
Intuitions (Local)
2,230,736 16.31
Individuals
Total 13,680,000 100.00
2.10 Public Activities
The team from Bata Bangladesh, various social and cultural organizations and individuals from
different walks of life participated in the grand rally. Batas involvement with this important social
cause was very much appreciated by the community. Moreover, the company received extensive
press coverage from print and electronic media
Bata Bangladesh distributed paddy seeds among local farmers as part of their Community Support
Program in Dhamrai in late July, 2007. 4.25 acres of land within the Bata Bangladesh
plant borders were cultivated with paddy seeds using the labor force from the local community on
a crop-sharing basis.
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As part of a social community support program Bata Bangladesh participated in the 'International
Day of Drug Abuse and Trafficking' on the 26th of June, 2007 in Dhaka.
2.11 Environment
Thinking green, it is Bata endeavor to preserve the environment.
The Bata Environmental Mission Statement is: to protect our people, customers and communities
and to protect our natural environment in order to help sustain human development. In the
implementation of this mission, international guidelines have been developed in the areas of
environment, health and safety.
3. Empirical Section
3.1 Background
Bata Shoe Organization is the largest manufacturer and marketer of footwear in the world. Bata
has a truly international team whose diversity of ideas and exchange of expertise creates an
environment that stimulates people to think beyond their immediate national markets. Once Bata
Shoe Company was the best footwear company in terms of quality, comfort, fashion, and also in
price range. There is no doubt that, right now Bata Shoe is the quality product in every aspect. In
the fast growing competitive market few footwear company done well and almost they create a
soft corner todays customers. They can satisfy the customers by their footwear product by all
means. Till today people visit Bata shoe stores and choose their product. But Bata Shoe
Company cant fulfill the total demand of their customer. Customer are looking for variety of
shoe model, they want the fashionable quality product with their price range. And Bata Shoe
Company is unable to deliver this short product. On the other hand other newly born footwear
company provides footwear according to the customer demand.
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There are listed City Store in Bangladesh, and majority number stayed in Dhaka city. The total
number is 8 in Dhaka Metropolitan arena. City Store is nicely designed. Best and export quality
product with little bit high priced footwear assembled in this store. Fast growing advance people
like nice assemble City Store in their nearest location. But the problem is they demand best
footwear by their limit. City Store provide best product with little bit high price, but unable to
satisfy most demanding fashionable footwear. After getting the information Bata Shoe Company
needs to conduct a study to find the exact information of satisfaction from the customers of Bata
Shoe Company compared to competitor other footwear company.
3.2 Rational of the Study

The footwear business would be much more competitive in the near future when other renowned
company lunch in Bangladesh. To provide customers expected footwear the company need to
know more information and stipulate about customers. That is why the Bata Shoe Company
management wants to know concrete information about its own and competitors position
regarding the satisfaction level that will ultimately help Bata Shoe Company in formulating the
appropriate marketing strategy to strength its present position and discover more prospects in this
arena to expand its business in future.
3.3 Objectives
3.3.1 Broad Objective
The objective of these surveys is making effective and well-informed decisions that will affect
the customers and consequently company sales growth. These decisions vary from
merchandise selection to store layout, to the service that Bata Shoe Company provide to
customers.
3.3.2 Specific Objective

The specific objectives for the current research are:
- To identify core and target customers
- To look for areas of improvements in our customers' shopping experience
- To design and develop products/unique product benefits
- To identify market share growth opportunities
- To improve merchandise assortment and selection and to tailor it at the store level
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- To identify strengths and weaknesses for Bata stores versus other shoe stores
- To understand the difference between browsers versus buyers so as to improve our
conversion rates
3.4 Methodology:
3.4.1 Population Definition
The population of this study is define as follows
3.4.1.1 Sampling Element
All the people in Dhaka city (living in Dhaka Metropolitan city), who have at least enter the
Bata store during the survey going on.
3.4.1.2 Sample Unit
All the people in Dhaka city (living in Dhaka Metropolitan city), include those people who are
15- 65 above years old and at least enter the Bata store during the survey going on.
3.4.1.3 Extent: Dhaka City
3.4.1.4 Time: 35 Days
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3.4.2 Sample Size:
As population of this research project is unknown, therefore, sample size will be
n = (z2 * pq) / e2
Here z = 1.96 at a confidence level of 95%
p = sample proportion
= 0.5
q = (1-p)
=0.5
e = estimated error 5%
= .05
(1.96) 2 * 0.5 * 0.5
\n=
(0.05)2
= 384
So, sample size of the research is 384 male and female living in Dhaka Metropolitan city at 95%
confidence level. But 400 male and female have been surveyed according to the following
sample procedure.
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3.4.3 Sampling Procedure
For conducting this research, 4 Bata City Stores from 8 Bata City Stores of Dhaka Metropolitan
city have been taken into consideration. From these 8 Bata City Stores, 4 Bata City Stores have
been selected randomly. Every Bata City Store with their respected customer gets the equal
probability to be chosen for the proposed survey. Through the sample size was 400 male and
female so we divided the sample size with the number of stores (400 male and female / 4 Bata
City stores = 100 male and female customer) under the guidance of Bata Shoe Company. This
rational procedure is followed equally each and every customer those are at least entering in
stores whether they purchase or not. In this procedure customers were not discriminated by
gender. Each and every customer has been taken into consideration and if any customer was not
ready to respond to the queries of researcher then choose another customer while exit from the
stores.
Here, another important obsession mention that, 80 people (80 male and female / 4 Bata City
stores = 20 individual male and female passer-by interviewer) was consider as the Passer-by
interview according to the guide line of Bata Shoe Company. It is also to be mentioned that
customers of the above mentioned age range, who are employed in Bata Shoe Company or any
other footwear company have not been taken as respondents as per the guideline of Bata Shoe
Company.
3.4.4 Data collection Procedure and Instrument
For conducting this research project the following procedure have been used to collect data with
the respective instrument.
3.4.4.1 Collection of primary data:
For collecting the primary data personal interview (face to face) technique has been used through
a set of structured questionnaires as the instrument. In addition, the research had informal
conversation for elaborate exploration of different issue in respect arena.
3.4.4.2 Collection of secondary data:

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For collecting the secondary data and creating a smooth bridge between the concept and practical
aspects, different related journals, magazine were consulted. Moreover, web sites of Bata Shoe
Company were used for collecting company and other information, whenever necessary.
3.4.5 Data Process and Analysis

Both field and central editing had done avoid irrelevant, contradictory, and wrong responses.
After colleting all the data, the questionnaires was coded and data where analyzed. In this regard,
the frequencies and percentages of different variable in various aspects according to the
specification of the questionnaire have been represented in the findings, both in the tabular and
graphical form. More over, the respective interpretation is given in descriptive manner. SPSS and
Excel were used to prepare graphical representation.
3.5 Scope
The scope of the study was confined only within Dhaka City. The research was dealt with
customer attitude regarding Bata Shoe Company only. The wide range of products with
respective brands offered by Bata Shoe Company was considered. .
3.6 Limitation
The limitation of this research is it would have been better if the sample could be drawn from
whole Bangladesh instead of Dhaka City. But for some constraints it could not be to go beyond
Dhaka City. More over the respondents conservative roles in term of sharing information.
4. Findings regarding City Store
Table 1. Footwear stores

Frequency Percent
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Bata 393 98.3
Apex 288 72
Liberty 110 27.5
Elephent Road 72 18
Palwell 60 15
Other 79 19
Graphical Representation:
Interpretation:
This finding demonstrates that most of the respondents (98.3 percent) respond the Bata, 72
percent Apex, and third majority 27.5 percent respond Liberty footwear store name; when they
think about footwear store.
Table 2. Number of pairs of shoes that you have purchased

Frequency Percent Valid Percent Cumulative Percent
Valid None 24 6.0 6.0 6.0
One 106 26.5 26.5 32.5
Two 156 39.0 39.0 71.5
Three 89 22.3 22.3 93.8
Four 16 4.0 4.0 97.8
Five or more 9 2.3 2.3 100.0
Total 400 100.0 100.0
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Five or more
2.3%
Four None
4.0% 6.0%
Three
One
22.2%
26.5%
Tw o
39.0%
Interpretation:
This finding depicts that most of the respondents (39.0) responded two pairs, 26.5 percent
respond one pair and 22.3 percent respond three pairs of shoe had purchased last three months.
Table 3. Average price for casual, everyday, non-athletic shoes

Valid Tk. 1000 - 2000 47 11.8 11.8 11.8
Tk. 2001 - 3000 108 27.0 27.0 38.8
Tk. 3001 - 4000 159 39.8 39.8 78.5
Tk. Above 4000 86 21.5 21.5 100.0
Total 400 100.0 100.0
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Interpretation:
This finding illustrates that most of the respondents (39.8) responded Tk. 3001-4000, 27.0
percent respond Tk. 2001-3000 and 21.5 percent respond above Tk. 4000 would pay for every day,
non-athletic shoe on average.
Table 4. Times have you visited a Bata store
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Valid None 7 1.8 1.8 1.8
One-two 47 11.8 11.8 13.5
Three-four 148 37.0 37.0 50.5
Five-six 170 42.5 42.5 93.0
Seven-eight 19 4.8 4.8 97.8
Nine or more 9 2.3 2.3 100.0
Total 400 100.0 100.0
Nine or more
None
2.3%
1.8%
Seven-eight
One-tw o
4.7%
11.7%
Five-six
42.5% Three-four
37.0%
Interpretation:
This finding demonstrates that most of the respondents (42.5) responded five six time, 37.0
percent respond three-four and 11.7 percent respond one-two times visited a Bata store in the
past three months.
Table 5. How many pairs have you purchased from Bata Stores?

Valid None 75 18.8 18.8 18.8
One 137 34.3 34.3 53.0
Two 146 36.5 36.5 89.5
Three 35 8.8 8.8 98.3
Four 5 1.3 1.3 99.5
Five or more 2 .5 .5 100.0
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Total 400 100.0 100.0
Interpretation:
This finding depicts that most of the respondents (36.5) responded two pairs, 34.3 percent
respond one pair and 18.8 percent respond three pairs of shoe had purchased last three months.
Table 6. Bata's quality based on the prices

Valid Expensive for 54 13.5 13.5 13.5
the quality
Fair and 322 80.5 80.5 94.0
reasonable
Low 22 5.5 5.5 99.5
Don't know 2 .5 .5 100.0
Total 400 100.0 100.0
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Don't know
.5%
Low
Expensive f or the qu
5.5%
13.5%
Fair and reasonable

80.5%
Interpretation:
This finding illustrates that most of the respondents (80.5) responded fair and reasonable, 13.5
percent respond expensive based on Batas quality.
Table 7. Times have you visited other shoe stores

Valid None 15 3.8 3.8 3.8
One-two 57 14.3 14.3 18.0
Three-four 180 45.0 45.0 63.0
Five-six 107 26.8 26.8 89.8
Seven-eight 34 8.5 8.5 98.3
Nine or more 7 1.8 1.8 100.0
Total 400 100.0 100.0
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Interpretation:
This finding demonstrates that most of the respondents (45.0) responded three-four times, 26.8
percent respond five- six and 14.3 percent respond one-two times visited a Bata store in the past
three months.
Table 8. Pairs have you purchased from other shoe stores

Valid None 208 52.0 52.0 52.0
One 144 36.0 36.0 88.0
Two 39 9.8 9.8 97.8
Three 5 1.3 1.3 99.0
Four 2 .5 .5 99.5
Five or more 2 .5 .5 100.0
Total 400 100.0 100.0
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Interpretation
This finding depicts that most of the respondents (52.0) responded none, 33.0 percent respond
one pair and 9.7 percent respond two pairs of shoe had purchased last three months.
Table 9. Other footwear stores

Valid Apex 58 14.5 30.2 30.2
Elephant Road 13 3.3 6.8 37.0
Pal wall 18 4.5 9.4 46.4
Liberty 7 1.8 3.6 50.0
Others 5 1.3 2.6 52.6
Dont recall 91 22.8 47.4 100.0
Total 192 48.0 100.0
Missing System 208 52.0
Total 400 100.0
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Interpretation:
This finding illustrates that most of the respondents (22.8) responded they cant remember the
name of the stores, 14.5 percent respond Apex, and 4.5 percent respond Palwell.
Table 10. Others footwear quality based on the prices

Valid Expensive for the 8 2.0 2.0 2.0
quality
Fair and reasonable 382 95.5 95.5 97.5
Low 10 2.5 2.5 100.0
Total 400 100.0 100.0
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Low
Expensive for the qu
2.5%
2.0%
Fair and reasonable

95.5%
Interpretation:
This finding demonstrates that most of the respondents (95.5%) responded that prices are fair
and reasonable based on the quality, 2.5 percent respondents responded that prices are low based
on the quality and rest of the respondents (2.0%) responded that prices are expensive based on
the quality
Table 11. Purchase from Internet
Frequency Percent Valid Percent Cumulative

Percent
Valid Yes 2 .5 .5 .5
No 398 99.5 99.5 100.0
Total 400 100.0 100.0
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Interpretation
This finding depicts that most of the respondents (99.5) responded that they never purchased
from internet, and very few .5 percent purchased from internet.
Table 12. Items that customers would like to Purchase

Valid Socks 126 31.5 31.5 31.5
Shiner 25 6.3 6.3 37.8
Wallet 8 2.0 2.0 39.8
Bag 21 5.3 5.3 45.0
Accessories 38 9.5 9.5 54.5
No comment 182 45.5 45.5 100.0
Total 400 100.0 100.0
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Interpretation:
This finding illustrates that most of the respondents (31.5%) responded that they would like to
purchase socks in a shoe store besides shoes, 9.5 percent respondents responded that they would
like to purchase accessories in a shoe store besides shoes and 6.3 percent respondents responded
that they would like to purchase shoe shiner in a shoe store besides shoes.
According to Respondents Opinion to Important Factors to Buy Footwear:

Table 13. Location of the store

Valid Not 1 .3 .3 .3
Not so 3 .8 .8 1.0
important
Important 42 10.5 10.5 11.5
Somewhat
Important 233 58.3 58.3 69.8
Very 121 30.3 30.3 100.0
important
Total 400 100.0 100.0
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Not
.2%
Not so important
Very important .7%
30.3% Important Somew hat
10.5%
Important
58.2%
Interpretation:
This finding demonstrates that most of the respondents (58.3) responded that location is
important, 30.3 percent respond that location is very important for them and 10.5 percent
respond that it is some what important.
Table 14. Quality of shoes

Valid Important 11 2.8 2.8 2.8
Somewhat
Important 213 53.3 53.3 56.0
Very important 176 44.0 44.0 100.0
Total 400 100.0 100.0
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Very important Important Somew hat

44.0% 2.7%
Important
53.3%
Interpretation
This finding depicts that most of the respondents (53.3) responded that quality of shoes is
important and 44.0 percent respond that shoes quality is very important.
Table 15. Comfort of shoes

Valid Not so 2 .5 .5 .5
important
Important 61 15.3 15.3 15.8
Somewhat
Important 219 54.8 54.8 70.5
Very important 118 29.5 29.5 100.0
Total 400 100.0 100.0
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Very important Not so important
29.5% .5%
Important Somew hat
15.3%
Important
54.8%
Interpretation:
This finding illustrates that most of the respondents (54.8) responded that comfort of shoes is
important, 29.5 percent responded that it is very important and 15.3 percent responded that it is
important some what.
Table 16. Knowledge of their staff

Valid Not so 4 1.0 1.0 1.0
important
Important 123 30.8 30.8 31.8
Somewhat
Important 221 55.3 55.3 87.0
Very important 52 13.0 13.0 100.0
Total 400 100.0 100.0
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Not so important
Very important
1.0%
13.0%
Important Somew hat
30.8%
Important
55.3%
Interpretation:
This finding demonstrates that most of the respondents (55.3) responded knowledge of stuff is
important, 30.8 percent responded that it is important some what and 13.0 percent responded that
it is very important.
Table 17. Helpfulness of their staff

Valid Not so 4 1.0 1.0 1.0
important
Important 119 29.8 29.8 30.8
Somewhat
Important 221 55.3 55.3 86.0
Very important 56 14.0 14.0 100.0
Total 400 100.0 100.0
________________________________________________________________________Page # 48
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Interpretation:
This finding depicts that most of the respondents (55.3) responded that helpfulness of stuff is
important, 29.8 percent responded that it is important some what and 14.0 percent responded that
Table 18. Value for price offered by store

important
Important 107 26.8 26.8 27.3
Somewhat
Important 233 58.3 58.3 85.5
Very important 58 14.5 14.5 100.0
Total 400 100.0 100.0
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Not so important
Very important
.5%
14.5%
Important Somew hat
26.8%
Important
58.2%
Interpretation:
This finding illustrates that most of the respondents (58.3) responded that the value for price
which is offered by the store is important, 26.8 percent responded that it is important some what
and 14.5 percent responded that it is very important.
Table 19. Fashionable style

Valid Not so 6 1.5 1.5 1.5
important
Important 106 26.5 26.5 28.0
Somewhat
Important 171 42.8 42.8 70.8
Very important 117 29.3 29.3 100.0
Total 400 100.0 100.0
________________________________________________________________________Page # 50
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Interpretation
This finding demonstrates that most of the respondents (42.8) responded that Fashionable style is
important, 29.3 percent responded that it is very important and 26.5 percent responded that it is
some what important.
Table 20. Brands shoe offered

important
Important 95 23.8 23.8 24.5
Somewhat
Important 181 45.3 45.3 69.8
Very important 121 30.3 30.3 100.0
Total 400 100.0 100.0
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Very important Not so important

30.3% .7%
Important Somew hat
23.7%
Important
45.2%
Interpretation
This finding depicts that most of the respondents (45.3) responded that brands shoe is important,
30.3 percent responded that it is very important and 23.8 percent responded that it is some what
important.
Table 21. Selection of colors, styles, sizes

Not so 14 3.5 3.5 3.8
important
Important 149 37.3 37.3 41.0
Somewhat
Important 199 49.8 49.8 90.8
Very important 37 9.3 9.3 100.0
Total 400 100.0 100.0
________________________________________________________________________Page # 52
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Interpretation
This finding depicts that most of the respondents (49.8) responded that colors, styles, and sizes of
shoes is important, 37.3 percent responded that it is important some what and 9.3 percent
responded that it is very important.
Table 22. Advertising

Percent
Valid Not 6 1.5 1.5 1.5
Not so important 163 40.8 40.8 42.3
Important 165 41.3 41.3 83.5
Somewhat
Important 51 12.8 12.8 96.3
Very 15 3.8 3.8 100.0
important
Total 400 100.0 100.0
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Very important
Not
3.8%
1.5%
Important
12.7%
Not so important
40.7%
Important Somew hat
41.2%
Interpretation
This finding demonstrates that most of the respondents (41.3) responded that advertising is some
what important, 40.8 percent responded that it is not so important and 12.8 percent responded
that it is important
Table 23. Layout and design of store

Not so important 12 3.0 3.0 3.3
Important Somewhat 99 24.8 24.8 28.0
Important 195 48.8 48.8 76.8
Very important 93 23.3 23.3 100.0
Total 400 100.0 100.0
________________________________________________________________________Page # 54
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Interpretation
This finding illustrates that most of the respondents (48.8) responded that the lay out and size of
store is important, 24.8 percent responded that it is important some what and 23.3 percent
responded that it is very important.
Table 24. Reason for Visit
Frequency Percent Valid Cumulative Percent

Percent
Valid Saw products displayed 144 36.0 36.0 36.0
Noticed promotion 80 20.0 20.0 56.0
Planned trip 140 35.0 35.0 91.0
Advertising 27 6.8 6.8 97.8
Returning/exchanging 5 1.3 1.3 99.0
product
Recommended 3 .8 .8 99.8
Have a discount 1 .3 .3 100.0
Total 400 100.0 100.0
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Interpretation
This finding depicts that most of the respondents (36.0) responded that visits for saw the
displayed item, 35.0 percent responded that their visit is pre planned and 20.0 percent responded
they visits store to noticed promotion.
Table 25. Total Mens Pairs Purchased
Frequency Percent Valid Cumulative Percent

Percent
Valid Dress/city/all-day shoe - pair #1 66 16.5 42.9 42.9
Dress/city/all-day shoe - pair #2 3 .8 1.9 44.8
Casual shoe - pair #1 34 8.5 22.1 66.9
Casual shoe - pair #2 2 .5 1.3 68.2
Fashion shoe - pair #1 12 3.0 7.8 76.0
Fashion shoe - pair #2 1 .3 .6 76.6
Athletic - pair #1 11 2.8 7.1 83.8
Athletic - pair #2 3 .8 1.9 85.7
Other footwear - pair #1 15 3.8 9.7 95.5
Handbags - item #2 1 .3 .6 99.4
Accessories - item #2 1 .3 .6 100.0
Total 154 38.5 100.0
Total 400 100.0
________________________________________________________________________Page # 56
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Interpretation
________________________________________________________________________Page # 57
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This finding demonstrates that most of the respondents (16.5%) responded that they purchased
Dress/city/all-day shoe - pair #1, 8.5 percent responded that they purchased Casual shoe - pair #1 and
3.8 percent responded that they purchased Other footwear - pair #1.
Table 26. Total Womens Pairs Purchased
Frequenc Percent Valid Cumulative

y Percent Percent
Valid Dress/city/all-day shoe - pair #1 9 2.3 10.2 10.2
Dress/city/all-day shoe - pair #2 1 .3 1.1 11.4
Casual shoe - pair #1 19 4.8 21.6 33.0
Casual shoe - pair #2 3 .8 3.4 36.4
Fashion shoe - pair #2 3 .8 3.4 55.7
Athletic - pair #1 7 1.8 8.0 63.6
Athletic - pair #2 17 4.3 19.3 83.0
Other footwear - pair #2 1 .3 1.1 98.9
Handbags - item #1 1 .3 1.1 100.0
Total 88 22.0 100.0
Total 400 100.0
________________________________________________________________________Page # 58
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Interpretation:
________________________________________________________________________Page # 59
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This finding illustrates that most of the respondents (4.8%) responded that they purchased Casual
shoe - pair #1, 4.3 percent responded that they purchased Athletic - pair #2 and 3.5 percent
responded that they purchased Fashion shoe - pair #1.
Table 27. Total Childrens Pairs Purchased

Percent
Valid Dress/city/all-day shoe - pair #1 3 .8 7.3 7.3
Casual shoe - pair #1 15 3.8 36.6 43.9
Casual shoe - pair #2 5 1.3 12.2 56.1
Fashion shoe - pair #2 2 .5 4.9 70.7
Athletic - pair #1 6 1.5 14.6 85.4
Athletic - pair #2 3 .8 7.3 92.7
Other footwear - pair #1 2 .5 4.9 97.6
Handbags - item #1 1 .3 2.4 100.0
Total 41 10.3 100.0
Total 400 100.0
________________________________________________________________________Page # 60
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Interpretation
This finding depicts that most of the respondents (3.8%) responded that they purchased Casual
shoe - pair #1, 1.5 percent responded that they purchased Athletic - pair #1 and 1.3 percent
responded they purchased Casual shoe - pair #2.
________________________________________________________________________Page # 61
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Table 28. First timer

Valid Yes 1 .3 .5 .5
No 199 49.8 99.5 100.0
Total 200 50.0 100.0
Total 400 100.0
Missing
47.7%
No
52.0%
Yes
.2%
Interpretation
This finding demonstrates that most of the respondents (49.8%) responded that this is not their
first time buying from Bata and 0.3 percent that this is the first time buying from Bata.
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Table 29. Reason for no purchase

Percent
Valid Just browsing 52 13.0 26.0 26.0
Didn't find 59 14.8 29.5 55.5
anything
Saw something 39 9.8 19.5 75.0
better
Didn't have my 38 9.5 19.0 94.0
size in stock
Not in price range 7 1.8 3.5 97.5
Undecided 3 .8 1.5 99.0
Returning/exchan 1 .3 .5 99.5
ging
Poor service 1 .3 .5 100.0
Total 200 50.0 100.0
Total 400 100.0
________________________________________________________________________Page # 63
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Interpretation
This finding illustrates that most of the respondents (14.8%) responded that they came for Just
browsing the store, 13.0 percent responded that they didnt find anything what they like and 9.8
percent responded that they saw something better in another store.
Table 30. Pairs Shown

Percent
Valid None 42 10.5 10.5 10.5
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One 162 40.5 40.5 51.0
Two 155 38.8 38.8 89.8
Three or more 41 10.3 10.3 100.0
Total 400 100.0 100.0
Three or more None

10.2% 10.5%
Tw o
One
38.7%
40.5%
Interpretation
This finding depicts that most of the respondents (40.5) responded that the staff showed them
one pair of shoes, 38.8 percent respondents responded that the staff showed them two pairs of
shoes and 10.5 percent respondents responded that the staff showed them none pair of shoes.
Table 31. Pairs Tried On

Percent
Valid None 84 21.0 21.0 21.0
One 123 30.8 30.8 51.8
Two 151 37.8 37.8 89.5
Three or more 42 10.5 10.5 100.0
Total 400 100.0 100.0
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Graphical Representation
Three or more
10.5% None
21.0%
Tw o
38.0%
One
30.5%
Interpretation
This finding demonstrates that most of the respondents (37.8%) responded that two pairs of
shoes they tried on, 30.8 percent respondents responded that one pairs of shoes they tried on and
21.0 percent respondents responded that none pairs of shoes they tried on.
Table 32. Satisfaction

Percent
Valid Always 23 5.8 5.8 5.8
Often 162 40.5 40.5 46.3
Sometimes 190 47.5 47.5 93.8
Rarely 24 6.0 6.0 99.8
Never 1 .3 .3 100.0
Total 400 100.0 100.0
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Interpretation
This finding illustrates that most of the respondents (47.5) responded that sometimes Bata satisfy
all of their footwear needs, 40.5 percent respondents responded that often Bata satisfy all of their
footwear needs and 6.0 percent respondents responded rarely Bata satisfy all of their footwear
needs.
Table 33. Think of what Bata does best

Percent
Valid Fashion 5 1.3 1.3 1.3
Price 22 5.5 5.5 6.8
Quality 341 85.3 85.3 92.0
Customer 32 8.0 8.0 100.0
Service
Total 400 100.0 100.0
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Fashion
Customer Service 1.3%
8.0% Price
5.5%
Quality
85.3%
Interpretation
This finding depicts that most of the respondents (85.3%) responded that the quality which Bata
does best, 8.0 percent respondents responded that customer service which Bata does best and 5.5
percent respondents responded that the price which Bata does best.
Comparison between Bata Shoe Stores and Other Shoe Stores:
Table 34. Reflect up to date fashion shoes
Bata
Percent
Valid Worse 15 3.8 3.8 3.8
Average 129 32.3 32.3 36.0
Better 244 61.0 61.0 97.0
Much better 12 3.0 3.0 100.0
Total 400 100.0 100.0
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Competitor
Percent
Valid Worse 3 .8 .8 .8
Average 32 8.0 8.0 8.8
Better 190 47.5 47.5 56.3
Much better 175 43.8 43.8 100.0
Total 400 100.0 100.0
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Interpretation:
It has been depicted for the above finding that 43.8% respondents said that other shoe stores
much better than Bata; whereas only 3% respondents said Bata shoe stores much better than
other shoe stores. On other hand 61% respondents said Bata shoe stores are better than other
shoe stores; whereas 47.5% respondents said other shoe stores are better than Bata shoe stores. It
has also been divulged that 32.3% respondents said Bata shoe stores are average than other shoe
stores; whereas only 8% respondents said other shoe stores are average than Bata shoe stores
regarding the opinion to compare with Bata shoe stores and other shoe stores in terms of reflect
up to date fashion shoes.
Table 35. Comfortability of shoes
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Bata
Percent
Average 170 42.5 42.5 43.3
Better 189 47.3 47.3 90.5
Much better 38 9.5 9.5 100.0
Total 400 100.0 100.0
Competitor
Percent
Valid Worse 5 1.3 1.3 1.3
Average 35 8.8 8.8 10.0
Better 268 67.0 67.0 77.0
Much better 92 23.0 23.0 100.0
Total 400 100.0 100.0
________________________________________________________________________Page # 71
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Interpretation:
It has been depicted for the above finding that 23% respondents said that other shoe stores much
better than Bata; whereas only 9.5% respondents said Bata shoe stores much better than other
shoe stores. On other hand 47.3% respondents said Bata shoe stores are better than other shoe
stores; whereas 67% respondents said other shoe stores are better than Bata shoe stores. It has
also been divulged that 42.5% respondents said Bata shoe stores are average than other shoe
stores; whereas only 8.8% respondents said other shoe stores are average than Bata shoe stores
regarding the opinion to compare with Bata shoe stores and other shoe stores in terms of
comfortability of shoes.
________________________________________________________________________Page # 72
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Bata
Percent
Average 27 6.8 6.8 7.5
Better 152 38.0 38.0 45.5
Much better 218 54.5 54.5 100.0
Total 400 100.0 100.0
Competitor
Percent
Average 48 12.0 12.0 12.3
Better 285 71.3 71.3 83.5
Much better 66 16.5 16.5 100.0
Total 400 100.0 100.0
________________________________________________________________________Page # 73
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Interpretation
From the above outcome it is apparent that 16.5% respondents said other shoe stores much better
than Bata; whereas only 54.5% respondents said Bata shoe stores much better than other shoe
stores. On other hand 38% respondents said Bata shoe stores are better than other shoe stores;
whereas 71.3% respondents said other shoe stores are better than Bata shoe stores. It has also
been disclosed that 6.8% respondents said Bata shoe stores are average than other shoe stores;
whereas 12% respondents said other shoe stores are average than Bata shoe stores regarding the
opinion to compare with Bata shoe stores and other shoe stores in terms of quality of shoes.
________________________________________________________________________Page # 74
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Table 37. Shoes that are made to last
Bata
Percent
Valid Worse 12 3.0 3.0 3.0
Average 103 25.8 25.8 28.8
Better 247 61.8 61.8 90.5
Much better 38 9.5 9.5 100.0
Total 400 100.0 100.0
Competitor
Percent
Average 131 32.8 32.8 33.5
Better 232 58.0 58.0 91.5
Much better 34 8.5 8.5 100.0
Total 400 100.0 100.0
________________________________________________________________________Page # 75
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Interpretation
From the above outcome it is clear that 8.5% respondents said other shoe stores much better than
Bata; whereas only 9.5% respondents said Bata shoe stores much better than other shoe stores.
On other hand 61.8% respondents said Bata shoe stores are better than other shoe stores; whereas
58% respondents said other shoe stores are better than Bata shoe stores. It has also been
disclosed that 25.8% respondents said Bata shoe stores are average than other shoe stores;
whereas 32.8% respondents said other shoe stores are average than Bata shoe stores regarding
the opinion to compare with Bata shoe stores and other shoe stores in terms of shoes that are
made to last.
________________________________________________________________________Page # 76
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Table 38. Selection of Merchandise
Bata
Percent
Average 259 64.8 64.8 66.8
Better 116 29.0 29.0 95.8
Much better 17 4.3 4.3 100.0
Total 400 100.0 100.0
Competitor
Percent
Average 86 21.5 21.5 23.3
Better 238 59.5 59.5 82.8
Much better 69 17.3 17.3 100.0
Total 400 100.0 100.0
________________________________________________________________________Page # 77
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Interpretation
From the above outcome it is clear that 59.5% respondents said other shoe stores much better
the opinion to compare with Bata shoe stores and other shoe stores in terms of selection of
merchandise.
________________________________________________________________________Page # 78
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Table 39. Styles of shoes that you like
Bata
Percent
Valid Worse 10 2.5 2.5 2.5
Average 274 68.5 68.5 71.0
Better 99 24.8 24.8 95.8
Much better 17 4.3 4.3 100.0
Total 400 100.0 100.0
Competitor
Percent
Average 78 19.5 19.5 20.3
Better 199 49.8 49.8 70.0
Much better 120 30.0 30.0 100.0
Total 400 100.0 100.0
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Interpretation
much better than Bata; whereas only 4.3% respondents said Bata shoe stores much better than
other shoe stores. On other hand 24.8% respondents said Bata shoe stores are better than other
shoe stores; whereas 49.8% respondents said other shoe stores are better than Bata shoe stores. It
regarding the opinion to compare with Bata shoe stores and other shoe stores in terms of styles of
shoes that you like.
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Table 40. Right size of shoe in stock
Bata
Percent
Average 212 53.0 53.0 54.5
Better 152 38.0 38.0 92.5
Much better 30 7.5 7.5 100.0
Total 400 100.0 100.0
Competitor
Percent
Average 206 51.5 51.5 52.3
Better 145 36.3 36.3 88.5
Much better 46 11.5 11.5 100.0
Total 400 100.0 100.0
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Interpretation
been disclosed that 53% respondents said Bata shoe stores are average than other shoe stores;
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the opinion to compare with Bata shoe stores and other shoe stores in terms of right size of shoe
in stock.
Table 41. Promptness of service from salespeople
Bata
Percent
Valid Worse 12 3.0 3.0 3.0
Average 119 29.8 29.8 32.8
Better 238 59.5 59.5 92.3
Much better 31 7.8 7.8 100.0
Total 400 100.0 100.0
Competitor
Percent
Valid Worse 36 9.0 9.0 9.0
Average 148 37.0 37.0 46.0
Better 182 45.5 45.5 91.5
Much better 34 8.5 8.5 100.0
Total 400 100.0 100.0
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Interpretation
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It has been depicted for the above finding that 8.5% respondents said that other shoe stores much
stores; whereas 45.5% respondents said other shoe stores are better than Bata shoe stores. It has
stores; whereas 37% respondents said other shoe stores are average than Bata shoe stores
promptness of service from salespeople.
Table 42. Friendliness of service from salespeople
Bata
Percent
Average 123 30.8 30.8 31.8
Better 250 62.5 62.5 94.3
Much better 23 5.8 5.8 100.0
Total 400 100.0 100.0
Competitor
Percent
Average 144 36.0 36.0 38.3
Better 200 50.0 50.0 88.3
Much better 47 11.8 11.8 100.0
Total 400 100.0 100.0
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Interpretation
much better than Bata; whereas only 5.8% respondents said Bata shoe stores much better than
other shoe stores. On other hand 62.5% respondents said Bata shoe stores are better than other
shoe stores; whereas 50% respondents said other shoe stores are better than Bata shoe stores. It
stores; whereas only 36% respondents said other shoe stores are average than Bata shoe stores
friendliness of service from salespeople.
Table 43. Product knowledge
Bata
Percent
Valid Worse 11 2.8 2.8 2.8
Average 169 42.3 42.3 45.0
Better 197 49.3 49.3 94.3
Much better 23 5.8 5.8 100.0
Total 400 100.0 100.0
Competitor
Percent
Average 177 44.3 44.3 45.8
Better 193 48.3 48.3 94.0
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Much better 24 6.0 6.0 100.0
Total 400 100.0 100.0
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Interpretation
From the above outcome it is clear that 6% respondents said other shoe stores much better than
48.3% respondents said other shoe stores are better than Bata shoe stores. It has also been
the opinion to compare with Bata shoe stores and other shoe stores in terms of product
knowledge.
Table 44. Promptness of service at cash register
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Bata
Percent
Average 130 32.5 32.5 34.0
Better 241 60.3 60.3 94.3
Much better 23 5.8 5.8 100.0
Total 400 100.0 100.0
Competitor
Percent
Valid Worse 27 6.8 6.8 6.8
Average 119 29.8 29.8 36.5
Better 228 57.0 57.0 93.5
Much better 26 6.5 6.5 100.0
Total 400 100.0 100.0
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Interpretation
It has been depicted for the above finding that 6.5% respondents said that other shoe stores much
stores; whereas 57% respondents said other shoe stores are better than Bata shoe stores. It has
promptness of service at cash register.
Table 45. Shoes worth the price

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Bata
Percent
Valid Worse 41 10.3 10.3 10.3
Average 238 59.5 59.5 69.8
Better 106 26.5 26.5 96.3
Much better 15 3.8 3.8 100.0
Total 400 100.0 100.0
Competitor
Percent
Valid Worse 35 8.8 8.8 8.8
Average 133 33.3 33.3 42.0
Better 207 51.8 51.8 93.8
Much better 25 6.3 6.3 100.0
Total 400 100.0 100.0
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Interpretation
Bata; whereas only 3.8% respondents said Bata shoe stores better than other shoe stores. On
other hand 26.5% respondents said Bata shoe stores are better than other shoe stores; whereas
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the opinion to compare with Bata shoe stores and other shoe stores in terms of shoes worth the
price.
Bata
Percent
Valid Worse 131 32.8 32.8 32.8
Average 193 48.3 48.3 81.0
Better 69 17.3 17.3 98.3
Much better 7 1.8 1.8 100.0
Total 400 100.0 100.0
Competitor
Percent
Valid Worse 185 46.3 46.3 46.3
Average 161 40.3 40.3 86.5
Better 49 12.3 12.3 98.8
Much better 5 1.3 1.3 100.0
Total 400 100.0 100.0
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Interpretation
better than Bata; whereas 17.3% respondents said Bata shoe stores better than other shoe stores.
On other hand 48.3% respondents said Bata shoe stores are average than other shoe stores;
whereas 40.3% respondents said other shoe stores are average than Bata shoe stores. It has also
been divulged that 32.8% respondents said Bata shoe stores are worse than other shoe stores;
whereas 46.8% respondents said other shoe stores are worse than Bata shoe stores regarding the
opinion to compare with Bata shoe stores and other shoe stores in terms of advertising.
Table 47. Display of shoes in window/front
Bata
Percent
Valid Worse 10 2.5 2.5 2.5
Average 100 25.0 25.0 27.5
Better 278 69.5 69.5 97.0
Much better 12 3.0 3.0 100.0
Total 400 100.0 100.0
Competitor
Percent
Valid Worse 52 13.0 13.0 13.0
Average 184 46.0 46.0 59.0
Better 151 37.8 37.8 96.8
Much better 13 3.3 3.3 100.0
Total 400 100.0 100.0

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Interpretation
On other hand 25% respondents said Bata shoe stores are average than other shoe stores;
whereas 46% respondents said other shoe stores are average than Bata shoe stores. It has also
whereas 13% respondents said other shoe stores are worse than Bata shoe stores regarding the
opinion to compare with Bata shoe stores and other shoe stores in terms of shoes in
window/front.
Table 48. Display of shoes in interior
Bata
Percent
Average 84 21.0 21.0 22.5
Better 273 68.3 68.3 90.8
Much better 37 9.3 9.3 100.0
Total 400 100.0 100.0
Competitor
Percent
Valid Worse 19 4.8 4.8 4.8
Average 179 44.8 44.8 49.5
Better 175 43.8 43.8 93.3
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Much better 27 6.8 6.8 100.0
Total 400 100.0 100.0
. Graphical Representation
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Interpretation
disclosed that 21% respondents said Bata shoe stores are average than other shoe stores; whereas
44.8% respondents said other shoe stores are average than Bata shoe stores regarding the opinion
to compare with Bata shoe stores and other shoe stores in terms of display of shoes in interior.
Table 49. Cleanliness and orderliness
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Bata
Percent
Valid Worse 16 4.0 4.0 4.0
Average 224 56.0 56.0 60.0
Better 124 31.0 31.0 91.0
Much better 36 9.0 9.0 100.0
Total 400 100.0 100.0
Competitor
Percent
Valid Worse 48 12.0 12.0 12.0
Average 220 55.0 55.0 67.0
Better 124 31.0 31.0 98.0
Much better 8 2.0 2.0 100.0
Total 400 100.0 100.0
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Interpretation
It has been depicted for the above finding that 31% respondents said that other shoe stores better
than Bata; whereas 31% respondents said Bata shoe stores better than other shoe stores. On other
hand 56% respondents said Bata shoe stores are average than other shoe stores; whereas 55%
respondents said other shoe stores are average than Bata shoe stores. It has also been divulged
that 4% respondents said Bata shoe stores are worse than other shoe stores; whereas 12%
respondents said other shoe stores are worse than Bata shoe stores regarding the opinion to
compare with Bata shoe stores and other shoe stores in terms of cleanliness and orderliness.
Table 50. Layout and design
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Bata
Percent
Valid Worse 13 3.3 3.3 3.3
Average 124 31.0 31.0 34.3
Better 243 60.8 60.8 95.0
Much better 20 5.0 5.0 100.0
Total 400 100.0 100.0
Competitor
Percent
Valid Worse 44 11.0 11.0 11.0
Average 155 38.8 38.8 49.8
Better 157 39.3 39.3 89.0
Much better 44 11.0 11.0 100.0
Total 400 100.0 100.0
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Interpretation
From the above outcome it is clear that 11% respondents said other shoe stores much better than
Bata; whereas only 5% respondents said Bata shoe stores much better than other shoe stores. On
other hand 60.8% respondents said Bata shoe stores are better than other shoe stores; whereas
disclosed that 31% respondents said Bata shoe stores are average than other shoe stores; whereas
38.8% respondents said other shoe stores are average than Bata shoe stores regarding the opinion
to compare with Bata shoe stores and other shoe stores in terms of layout and design.
Table 51. Posters and pictures
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Bata
Percent
Valid Worse 57 14.3 14.3 14.3
Average 219 54.8 54.8 69.0
Better 117 29.3 29.3 98.3
Much better 7 1.8 1.8 100.0
Total 400 100.0 100.0
Competitor
Percent
Valid Worse 117 29.3 29.3 29.3
Average 187 46.8 46.8 76.0
Better 89 22.3 22.3 98.3
Much better 7 1.8 1.8 100.0
Total 400 100.0 100.0
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Interpretation
On other hand 54.3% respondents said Bata shoe stores are average than other shoe stores;
whereas 46.8% respondents said other shoe stores are average than Bata shoe stores. It has also
whereas 29.3% respondents said other shoe stores are worse than Bata shoe stores regarding the
opinion to compare with Bata shoe stores and other shoe stores in terms of posters and pictures.
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Table 52. Stores sales & price discount
Bata
Percent
Valid Much Worse 1 .3 .3 .3
Worse 219 54.8 54.8 55.0
Average 138 34.5 34.5 89.5
Better 36 9.0 9.0 98.5
Much better 6 1.5 1.5 100.0
Total 400 100.0 100.0
Competitor
Percent
Worse 232 58.0 58.0 58.3

Average 109 27.3 27.3 85.5
Better 57 14.3 14.3 99.8
Much better 1 .3 .3 100.0
Total 400 100.0 100.0
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Interpretation
better than Bata; whereas 9% respondents said Bata shoe stores better than other shoe stores. On
other hand 34.5% respondents said Bata shoe stores are average than other shoe stores; whereas
27.3% respondents said other shoe stores are average than Bata shoe stores. It has also been
divulged that 54.8% respondents said Bata shoe stores are worse than other shoe stores; whereas
58% respondents said other shoe stores are worse than Bata shoe stores regarding the opinion to
compare with Bata shoe stores and other shoe stores in terms of stores sales & price discount.
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Table 53. Wide assortment of accessories
Bata
Percent
Worse 15 3.8 3.8 4.0
Average 112 28.0 28.0 32.0
Better 260 65.0 65.0 97.0
Much better 12 3.0 3.0 100.0
Total 400 100.0 100.0
Competitor
Percent
Valid Worse 130 32.5 32.5 32.5
Average 229 57.3 57.3 89.8
Better 34 8.5 8.5 98.3
Much better 7 1.8 1.8 100.0
Total 400 100.0 100.0
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Interpretation
It has been depicted for the above finding that 8.5% respondents said that other shoe stores better
than Bata; whereas 65% respondents said Bata shoe stores better than other shoe stores. On other
hand 28% respondents said Bata shoe stores are average than other shoe stores; whereas 57.3%
________________________________________________________________________Page # 110
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respondents said other shoe stores are average than Bata shoe stores. It has also been divulged
that 3.8% respondents said Bata shoe stores are worse than other shoe stores; whereas 32.5%
respondents said other shoe stores are worse than Bata shoe stores regarding the opinion to
compare with Bata shoe stores and other shoe stores in terms of wide assortment of accessories.
Table 53. Store location
Bata
Percent
Average 46 11.5 11.5 12.0
Better 207 51.8 51.8 63.8
Much better 145 36.3 36.3 100.0
Total 400 100.0 100.0
Competitor
Percent
Average 63 15.8 15.8 17.0
Better 269 67.3 67.3 84.3
Much better 63 15.8 15.8 100.0
Total 400 100.0 100.0
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Interpretation
stores. On other hand 51.8% respondents said Bata shoe stores are better than other shoe stores;
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the opinion to compare with Bata shoe stores and other shoe stores in terms of store location.
Table 54. Opinion of Bata

Percent
Valid Advertising 17 4.3 4.3 4.3
Word of mouth 30 7.5 7.5 11.8
Your own 328 82.0 82.0 93.8
experience
News/press 19 4.8 4.8 98.5
Internet 4 1.0 1.0 99.5
Other 2 .5 .5 100.0
Total 400 100.0 100.0
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Interpretation
This finding demonstrates that most of the respondents (82.0%) responded that from their own
experience they obtained opinion of Bata, 7.5 percent respondent responded that from word of
mouth they obtained opinion of Bata and 4.8 percent responded from news/press they obtained
opinion of Bata.
Table 55. Loyalty Program
Loyalty Program
Valid Yes 34 8.5 8.5 8.5
No 366 91.5 91.5 100.0
Total 400 100.0 100.0
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Yes
8.5%
No
91.5%
Interpretation
This finding illustrates that most of the respondents (91.5%) responded that they would not be
interested in joining Batas loyalty program and rest of the respondents (8.5 percent) responded
that they would be interested in joining Batas loyalty program.
Table 56. Sex of Respondent

Percent
Valid Male 315 78.8 78.8 78.8
Female 85 21.3 21.3 100.0
Total 400 100.0 100.0
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Interpretation
This finding depicts that most of the respondents (79.0%) were male and rest of the respondents
(21.0) were female.
Table 57. Age Group

Percent
Valid Under 18 3 .8 .8 .8
18-24 97 24.3 24.3 25.0
25-34 243 60.8 60.8 85.8
35-44 49 12.3 12.3 98.0
45-54 6 1.5 1.5 99.5
55-64 2 .5 .5 100.0
Total 400 100.0 100.0
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Interpretation
This finding demonstrates that most of the respondents (60.8%) age were between 25-34, 24.3
percent respondents age were between 18-24 and 12.3 percent respondents age were between 35-
44.
4.2 Findings regarding Passer-by

Table 1. Footwear stores
Frequency Percent
Bata 68 85.0
Apex 49 61.3
Liberty 34 42
Elephant Road 36 45
Palwell 25 25
Other 15 18.8
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Interpretation:
This finding demonstrates that most of the respondents (85 percent) respond the Bata, 61 percent
Apex, and third majority 45 percent respond Elephant Road footwear store name; when they think
about footwear store.
Table 2. Pairs Purchased

Valid None 14 17.5 17.5 17.5
One 38 47.5 47.5 65.0
Two 22 27.5 27.5 92.5
Three 6 7.5 7.5 100.0
Total 80 100.0 100.0
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Three
7.5%
Tw o
27.5%
None
17.5%
One
47.5%
Interpretation
This finding depicts that most of the respondents (47.5 percent) responded one pair, 27.5 percent
respond two pairs and 17.5 percent respond none pairs of shoe had purchased last three months
Table 3. Average Price

Valid 1000 - 2000 31 38.8 38.8 38.8
2001 - 3000 23 28.8 28.8 67.5
3001 - 4000 19 23.8 23.8 91.3
Above 4000 7 8.8 8.8 100.0
Total 80 100.0 100.0
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Interpretation
This finding illustrates that most of the respondents (38.8) responded Tk. 1001-2000, 28.8
percent respond Tk. 2001-3000 and 23.8 percent respond above Tk. 4000 would pay for every day,
non-athletic shoe on average.
Table 4. Visited a Bata Store

Valid None 14 17.5 17.5 17.5
One-two 13 16.3 16.3 33.8
Three-Four 31 38.8 38.8 72.5
Five-six 15 18.8 18.8 91.3
Seven-eight 6 7.5 7.5 98.8
Nine or more 1 1.3 1.3 100.0
Total 80 100.0 100.0
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Interpretation
This finding demonstrates that most of the respondents (38.8 percent) responded three-four
times, 18.8 percent respond five-six and 17.5 percent respond none times visited a Bata store in
the past three months.
Table 5. Pairs Purchased from Bata Stores

Valid None 26 32.5 32.5 32.5
One 33 41.3 41.3 73.8
Two 16 20.0 20.0 93.8
Three 5 6.3 6.3 100.0
Total 80 100.0 100.0
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Three
6.3%
Tw o None
20.0% 32.5%
One
41.2%
Interpretation
This finding depicts that most of the respondents (41.2 percent) responded one pairs, 32.5
percent respond none pair and 20.0 percent respond two pairs of shoe had purchased last three
months.
Table 6. Ever purchased

Valid Yes 26 32.5 100.0 100.0
Total 80 100.0
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Yes
32.5%
Missing
67.5%
Interpretation
It has been divulged that 32.5 percent respondents have been purchased from Bata shoe store. So,
majority respondents have been purchased awareness about Bata shoe store.
Table 7. Batas Prices

Valid Expensive 33 41.3 41.3 41.3
Total 80 100.0 100.0
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Expensive
41.2%
Fair and reasonable
58.7%
Interpretation
This finding illustrates that most of the respondents (58.7) responded fair and reasonable 41.2
percent respond expensive based on Batas quality.
Table 8. Visited Other Shoe Stores

Valid None 2 2.5 2.5 2.5
One-two 20 25.0 25.0 27.5
Three-Four 29 36.3 36.3 63.8
Five-six 16 20.0 20.0 83.8
Seven-eight 10 12.5 12.5 96.3
Nine or more 3 3.8 3.8 100.0
Total 80 100.0 100.0
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Interpretation
This finding demonstrates that most of the respondents (36.3 percent) responded three-four
times, 25.0 percent respond 0ne-two and 14.3 percent respond five-six times visited a Bata store
in the past three months.
Table 9. Pairs Purchased from Other Shoe Stores

Valid None 16 20.0 20.0 20.0
One 37 46.3 46.3 66.3
Two 20 25.0 25.0 91.3
Three 7 8.8 8.8 100.0
Total 80 100.0 100.0
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Three
8.7%
Tw o
25.0%
None
20.0%
One
46.3%
Interpretation
This finding depicts that most of the respondents (46.3percent) responded one, 25.0 percent
respond two pairs and 20 percent respond none pairs of shoe had purchased last three months.
Table 10. Names of Other Stores

Valid Apex 12 15.0 18.8 18.8
Liberty 8 10.0 12.5 31.3
Elephant Road 10 12.5 15.6 46.9
Palwell 4 5.0 6.3 53.1
Others 14 17.5 21.9 75.0
Don't recall 16 20.0 25.0 100.0
Total 64 80.0 100.0
Total 80 100.0
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Interpretation
This finding illustrates that most of the respondents (20.0) responded they cant remember the
name of the stores, 17.5 percent respond Apex, and 4.5 percent respond Palwell.
Table 11. Prices of Other Stores

Valid Expensive 4 5.0 6.7 6.7
Low 1 1.3 1.7 100.0
Total 60 75.0 100.0
Total 80 100.0
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Low
1.3%
Missing
25.0%
Expensive
5.0%
Fair and reasonable
68.8%
Interpretation
This finding demonstrates that most of the respondents (68.8%) responded that prices are fair
and reasonable based on the quality, 5 %respondents responded that prices are expensive based
on the quality and rest of 1.3 percent respondents responded that prices are low based on the
quality.
According to Respondents Opinion to Important Factors to Buy Footwear:

Table 12. Location of the store

Somewhat
Important 35 43.8 43.8 91.3
Total 80 100.0 100.0
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Very important
8.7%
Important Somew hat
47.5%
Important
43.8%
Interpretation
This finding demonstrates that most of the respondents (47.5) responded that location is
important somewhat, 43.8 percent respond that location is important for them and 10.5 percent
respond that it is some what important

Somewhat
Important 18 22.5 22.5 26.3
Very important 59 73.8 73.8 100.0
Total 80 100.0 100.0
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Important Somew hat

3.8%
Important
22.5%
Very important
73.8%
Interpretation
This finding depicts that most of the respondents (73.8) responded that quality of shoes is very
important and 22.0 percent respond that shoes quality is important.
Table 14. Comfort of shoes

Somewhat
Important 37 46.3 46.3 55.0
Very important 36 45.0 45.0 100.0
Total 80 100.0 100.0
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Very important
Important Somew hat
45.0%
8.7%
Important
46.3%
Interpretation
This finding illustrates that most of the respondents (46.3%) responded comfort of shoes is
important, 45 percent responded that it is very important and 8.7 percent responded that it is
important some what.
Table 15. Knowledge of their staff

Percent
Somewhat
Important 24 30.0 30.0 95.0
Total 80 100.0 100.0
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Very important
5.0%
Important
30.0%
Important Somew hat
65.0%
nterpretation
This finding demonstrates that most of the respondents (65.0%) responded knowledge of stuff is
important some what, 30.0 percent responded that it is important and5.0 percent responded that it
is very important.
Table 16. Helpfulness of their staff

Percent
Somewhat
Important 24 30.0 30.0 88.8
Total 80 100.0 100.0
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Very important
11.2%
Important
30.0%
Important Somew hat
58.7%
Interpretation
This finding depicts that most of the respondents (58.7%) responded that helpfulness of stuff is
important some what, 30.0 percent responded that it is important and 11.2 percent responded that
Table 17. Value for price offered by store

Percent
Somewhat
Important 46 57.5 57.5 81.3
Very important 15 18.8 18.8 100.0
Total 80 100.0 100.0
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Very important
Important Somew hat
18.8%
23.7%
Important
57.5%
Interpretation
This finding illustrates that most of the respondents (57.5%) responded that the value for price
which is offered by the store is important, 23.7 percent responded that it is important some what
and 18.8 percent responded that it is very important
Table 18. Fashionable style

Percent
Somewhat
Important 48 60.0 60.0 68.8
Very important 25 31.3 31.3 100.0
Total 80 100.0 100.0
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Very important
Important Somew hat
31.3%
8.7%
Important
60.0%
Interpretation
This finding demonstrates that most of the respondents (60.0) responded that Fashionable style
is important. 31.3 percent responded that it is very important and 8.7 percent responded that it is
some what important..
Table 19. Brands Offered

Percent
Somewhat
Important 31 38.8 38.8 51.3
Very important 39 48.8 48.8 100.0
Total 80 100.0 100.0
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Very important
Important Somew hat
48.8%
12.5%
Important
38.7%
Interpretation
This finding depicts that most of the respondents (48.8%) responded that brands shoe is very
important, 38.0 percent responded that it is important and 12.5 percent responded that it is some
what important.
Table 20. Selection of merchandise

Percent
Valid Not so important 4 5.0 5.0 5.0
Important 31 38.8 38.8 43.8

Somewhat
Important 31 38.8 38.8 82.5
Very important 14 17.5 17.5 100.0
Total 80 100.0 100.0
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Not so important
Very important 5.0%
17.5%
Important Somew hat

38.7%
Important
38.7%
Interpretation
This finding depicts that most of the respondents (38.7) responded that colors, styles, and sizes of
shoes is both important and somewhat, and 9.3 percent responded that it is very important.

Percent
Valid Not so important 25 31.3 31.3 31.3
Important 42 52.5 52.5 83.8

Somewhat
Important 11 13.8 13.8 97.5
Total 80 100.0 100.0
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Interpretation
This finding demonstrates that most of the respondents (52.5%) responded that advertising is
somewhat important, 31.3 percent responded that it is not so important and 13.8 percent
responded that it is important
Table 22. Layout and design of store

Percent
Somewhat
Important 36 45.0 45.0 56.3
Very important 35 43.8 43.8 100.0
Total 80 100.0 100.0
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Very important
Important Somew hat
43.8%
11.2%
Important
45.0%
Interpretation
This finding illustrates that most of the respondents (45.0) responded that the lay out and size of
store is important, 43.8 percent responded that it is very important some what and 11.2 percent
responded that it is important somewhat.
Compared to other footwear stores
Table 23. Fashion

Valid Much worse 3 3.8 3.8 3.8
Worse 5 6.3 6.3 10.0

The same 39 48.8 48.8 58.8
Better 25 31.3 31.3 90.0
Much better 8 10.0 10.0 100.0
Total 80 100.0 100.0
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Interpretation
This finding depicts that most of the respondents (48.8%) responded fashion of shoes are same
now, 31.3 percent respond that shoes are better than before and 10 percent respond that shoes
are much better.
Table 24. Display in window

Percent
The same 18 22.5 22.5 25.0
Better 42 52.5 52.5 77.5
Much better 18 22.5 22.5 100.0
Total 80 100.0 100.0
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Worse
2.5%
Much better
The same
22.5%
22.5%
Better
52.5%
Interpretation
This finding illustrates that most of the respondents (52.5) responded display in the window are
better now , display in the window are same and much better equally responded by 22.5 percent
respondents.
Table 25. Posters used in window

Percent
Valid Worse 14 17.5 17.5 17.5
The same 24 30.0 30.0 47.5
Better 35 43.8 43.8 91.3
Much better 7 8.8 8.8 100.0
Total 80 100.0 100.0
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Interpretation
This finding depicts that most of the respondents (43.8%) responded that posture in the window
is better now, 30.0 percent responded that posture in the window is same now and 17.5 percent
respond that posture in the window is worse..

Percent
Valid Worse 25 31.3 31.3 31.3
The same 43 53.8 53.8 85.0
Better 11 13.8 13.8 98.8
Much better 1 1.3 1.3 100.0
Total 80 100.0 100.0
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Much better
1.3%
Better
13.8%
Worse
31.3%
The same
53.8%
Interpretation
This finding illustrates that most of the respondents (53.8) responded that advertising are in the
same condition, 31.3 percent responded that advertising are worse, 13.8 percent responded that
advertising are better now.
Table 27. Location

Percent
Valid The same 18 22.5 22.5 22.5
Better 33 41.3 41.3 63.8
Much better 29 36.3 36.3 100.0
Total 80 100.0 100.0
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Interpretation
This finding demonstrates that most of the respondents (41.3%) responded that location is better
now, 36.3 percent respond that location is much better and 22.5 percent respond that location is
same.
Table 28. Thinking of Bata
Valid Fashion 1 1.3 1.3 1.3

Price 1 1.3 1.3 2.5
Quality 59 73.8 73.8 76.3
Customer Service 18 22.5 22.5 98.8
Selection/assortment 1 1.3 1.3 100.0

Total 80 100.0 100.0
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Selection/assortment
Fashion
1.3%
1.3%
Customer Service
Price
22.5%
1.3%
Quality
73.8%
Interpretation
This finding depicts that most of the respondents (73.8%) responded that the quality which Bata
does best, 22.5 percent respondents responded that customer service which Bata does best.
Table 29. Opinion of Bata
Valid Advertising 13 16.3 16.3 16.3

Word of mouth 19 23.8 23.8 40.0
Your own 45 56.3 56.3 96.3
experience
News/press 3 3.8 3.8 100.0
Total 80 100.0 100.0
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Interpretation
This finding demonstrates that most of the respondents (56.3.0%) responded that from their own
experience they obtained opinion of Bata, 23.8 percent respondent responded that from word of
mouth they obtained opinion of Bata and 16.3 percent responded from advertising they obtained
opinion of Bata.
Table 30. Purchase from Internet
Valid Yes 5 6.3 6.3 6.3

No 75 93.8 93.8 100.0
Total 80 100.0 100.0
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Yes
6.3%
No
93.8%
Interpretation
This finding depicts that most of the respondents (91.3) responded that they never purchased
from internet, and very few 6.3 percent purchased from internet.
Table 30. Items that customers would like to Purchase
Frequency Percent Valid Percent Cumulative percent
Valid Sock 36 45.0 45.0 45.0

Shiner 13 16.3 16.3 61.3
Bag 4 5.0 5.0 66.3
Wallet 6 7.5 7.5 73.8
Accessories 1 1.3 1.3 75.0
No comment 20 25.0 25.0 100.0
Total 80 100.0 100.0
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Interpretation
This finding illustrates that most of the respondents (45%) responded that they would like to
purchase socks in a shoe store besides shoes, 16.3 percent respondents responded that they would
like to purchase shiners in a shoe store besides shoes.
Table 31. Loyalty Program

Valid Yes 25 31.3 31.3 31.3
No 55 68.8 68.8 100.0
Total 80 100.0 100.0
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Yes
31.3%
No
68.8%
Interpretation
This finding illustrates that most of the respondents (68.8%) responded that they would not be
interested in joining Batas loyalty program and rest of the respondents (31.3 percent) responded
that they would be interested in joining Batas loyalty program.
Table 32. Sex of Respondent
Valid Male 53 66.3 66.3 66.3

Female 27 33.8 33.8 100.0
Total 80 100.0 100.0
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Female
33.8%
Male
66.3%
Interpretation
This finding depicts that most of the respondents (66.3.0%) were male and rest of the
respondents (33.8) were female.
Table 33. Age Group
Valid Under 18 7 8.8 8.8 8.8

18-24 27 33.8 33.8 42.5
25-34 24 30.0 30.0 72.5
35-44 18 22.5 22.5 95.0
45-54 4 5.0 5.0 100.0
Total 80 100.0 100.0
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Interpretation
This finding demonstrates that most of the respondents (33.8%) age were between 18-24,30.0
percent respondents age were between 25-34and 22.5 percent respondents age were between 35-
44.
5. Recommendation:
Mathematical presentation proves that Bata Shoe Company have strong potentiality in the
growing market. However, after analyzing the opinion about different factors the following
guidelines may be taken in to consideration to accelerate the sales activities of Bata Shoe
Company. Thus we recommend that Bata Shoe Company should:
1. There is no doubt that the quality of the product of Bata Shoe Company is always the
best, but there products are not fashionable where as the other companies give more
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importance on up-to-date design, so to attract more customer Bata should emphasis on
fashionable footwears.
2. Now a days people are very much conscious about the color, size, and style of their
shoes, more than the quality. So in this case, the merchandising department should extract
the exact information about customers behavior from the retail store by which they can
plan about their future products. Thats why the merchandising department of Bata should
become more aware in the case of the of curtain goods in the retail stores delivery.
3. To day the effective marketing strategy depends on how quickly a company can make
direct communication with their customer. For making direct relationship mass media,
electronic media are very effective. But the activities of Bata are not effective enough to
make direct relationship with the customer. To attract more customers Bata should give
more importance about the direct communication to the customer by giving
advertisement and other promotional activities on electronic media, print media and other
media which are directly related to the people.
4. To attract more customers Bata should focus on their individual product, by which people
can understand that all the products are equal on the name of brand. To focus the
individual product they can use electronic media and press media, Bata can highly
decorate every product separately in the retail store.
In addition, when the researcher interviewed the respondents it has been found from the informal
discussion that a majority number of customers claim that the quality of certain footwears
diminishing gradually.
If Bata take the above steps effectively they will gain the customers satisfaction which would
help the Bata Bangladesh Ltd. to gain more confidence among their customers.
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Works Cited
Kotler,Philip. Marketing Management. New Delhi: Prentice-Hall of India, 1999.
Zikmund, G. William. Business Research Methods. 7th ed. Singapore: Thomson
Learning South Western, 2003
Bata Today. Bata's 4 Business Units.
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<http://www.batabd.com/bata/bata_today.php>
Brands. Current shoe brands.
<http://www.batabd.com/bata/customer_service.php>
Social Works. International Day of Drug Abuse & Trafficking.

<http://www.batabd.com/news/all_news.php>
History. An overview of the company history.
<http://www.batabd.com/history/company_overview.php>
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Appendix Part
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A Case Study of The Bata Shoe Company (Bangladesh) LTD

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Customer Assessment: A Case Study of the Bata Shoe Company (Bangladesh) Ltd.

1.1 Historical Background

The 20th Century

1904 Tom' first journey to the USA.

1908 Antonn dies; Tom takes full company's control.

1911 Tom' second journey to the USA.

1923 Employee profit & loss sharing introduced.

1927 Assembly line production introduced.

1930 100,000 pairs produced daily; five-day, 40 hours week introduced.

1960s Companys headquarters relocated to Toronto by Thomas J. Bata, further expansions

1990s Bata enters the high-price segment: Bata Premium collection.

The 21st Century

1.2 Today Bata Shoe Company

1.2.1Bata's 4 Business Units:

Bata in the world

1.3 Mission of Bata Shoe Company

1.4 SWOT Analysis

High cost of own production

2.1.1 BSC Division

Bata Intl Centre (Toronto)

Bata Intl Gp (HQ at Bata Euro Gp Bata Am. Gp

Asia Africa Pacific Canada Latam.

Italy France Czech Rep. Switzerland Spain Portugal

2.1.2 Organizational Structure Chart

2.1.3 Corporate Organization Chart Bangladesh

2.1.4 Information Flow from CEO to the Workers

All other Supervisors

2.1.3 Manufacturing Department Span of Control Structure

Rubber PBC Cutting Sewing Finishing

Manager Manager Manager Manager

Supervisors Supervisors Supervisors Supervisors Supervisors

2.1.5 Marketing Channels

Whole Sale Retail Exporting Direct sale

2.1.6 Organization Chart of Distribution Center

2.1.7 RIMS Work Flow

Retail Wholesale Direct Export

Tongi Dhamrai Satelite A.B.U

DSP RWD Instructions

2.2 Functional Department

Creates new design as per specification of Merchandising Department.

3. Cost and Efficiency department

Financial Results 2006 2005 2004 2003

TAKA TAKA TAKA TAKA

Profit for the year before

Less: Provision for tax

Leaving a balance of net 277,022,059 206,638,315 177,485,489 307,243,122

6. Merchandising Department (Marketing)

Functions of Merchandising Dept. on RIMS

New article information input.

7. Human Resource Department

2.3 Types of Business

2.4.1 City Store

2.4.2 Family Store

2.4.3 Bata Bazar and Super Store

2.4.4 Agency and Outlet

2.5 Product Category

Name of Shareholder Shares Held % of Holding

Bafin Nederland (B.V.) 9,576,000 70.00

Mr. Rashidul Hasan 864 ---

iii) Executives (Head of Functions) Nil Nil

iv) Shareholders, who holds 10% or more. Nil Nil

v) Other Shareholders, who holds less than 10%

Other Non Resident (Intuitions) 87,620 00.64