Study on Market Potentiality and Consumer Perception of BATA

Footwear in Shimoga

TITLE

1. INTRODUCTION

1.1 General Introduction

1.2 Statement of problem

1.3 Need for the Study

1.4 Objectives of the Study

1.5 Various Concepts

1.6 Scope of the Study

2. RESEARCH METHODOLOGY

2.1 Description of the Research Design

2.2 Sampling Design

2.3 Sources of Data

2.4 Data Collection Instrument

2.5 Field Work

2.6 Tools used for data analysis

2.7 Methodological Assumption

2.8 Limitations of the Study

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3. BACKGROUND OF THE STUDY

3.1 Theoretical Background of the Study

3.2 Industrial Background of the Study

4. PROFILE OF THE ORGANIZATION

4.1 Origin of the Industry

4.2 Growth and Development of the Organization

4.3 Present Status of the Organization

4.4 Functional Departments Of the Organization

4.5 Organizational Structure of the marketing Department

5. DATA ANALYSIS AND INTERPRETATION

5.1 Classification & Tabulation of Data

5.2 Statistical Analysis and Interpretation of Data

6. FINDINGS, SUGGESTION AND CONCLUSION

BIBLIOGRAPHY

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 LIST OF TABLES

Table TITLE
No.
Table showing that percentage of people using branded foot wear
Table showing that the preference of shoe type among the customers
Table showing that brand awareness of formal leather shoes
Table showing that the brand awareness of the sports shoes
Table showing that percentage of people are using Bata kids shoes
Table showing the factors influencing to buy competitors brand
Table showing who influence them to buy foot wear
Table showing the income level of the customers
Table showing according to the customers the top three companies
in the foot wear segment
Table showing the suggestion given by the customers to improve the
sales of Bata with the other competitors

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 LIST OF GRAPHS

Table TITLE
No.
Graph showing that percentage of people using branded foot wear
Graph showing that the preference of shoe type among the customers
Graph showing that brand awareness of formal leather shoes
Graph showing that the brand awareness of the sports shoes
Graph showing that percentage of people are using Bata kids shoes
Graph showing the factors influencing to buy competitors brand
Graph showing who influence them to buy foot wear
Graph showing the income level of the customers
Graph showing according to the customers the top three companies in
the foot wear segment
Graph showing the suggestion given by the customers to improve the
sales of Bata with the other competitors

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1.1 GENERAL INTRODUCTION

Gone are the days when consumers were least bothered about their
footwear and wore whatever was offered to them how they need a strong and
sustainable brand which can offer sound tangible benefits, a footwear which is
durable, comfortable as well as stylish which can enhance their looks.

India is a country, which has always appreciated a naval ideal and a naval
product. When woodland and Mescos ventured into the Indian market they would
have not anticipated that their product would be so readily accepted by the Indian
consumers, in spite of being targeted at a premium price, people accepted it
because it was not only a new thing but also offered value for their money. Seeing
the success of this footwear MNC’s like as Nike, Reebok, and Adidas did not wait
for the second call and with their regular promotional activities the message was
clearly penetrated in the mind of the consumers about the benefits of the brand. In
spite of being highly priced, these companies are doing well in the Indian market,
for that is Nike; Nike is constantly creating new niches and protecting niches by
the designing shoes for different sports activities. After creating marketing for a
particular niche they expand the niche by designing different versions.

In this first moving world with accelerating awareness through the

electronic and communications devices consumer consciousness has gained the
tremendous momentum. They simply do not make the purchase of a product if
they are not aware of its entity. Footwear companies are always into vigorous
research to hold the consumers into their hands by satisfying their needs and
wants. Emerging competitions from the competitors help the consumers to enjoy
the benefits of the tussle. Every company wants to occupy the heart of every

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consumer and please them in a way they like. The quotation “consumer is not a
king but a queen” rightly fits in the era.

Bata limited is the largest footwear company in the Asia and always
analyses the market potentiality and consumers perception and to offer them the
product of their need, wants and demands and satisfy them to the fullest.

The study is conducted to analyses the market potentiality and consumer

perception of the Bata foot wear in Shimoga among its competitive and the brand
standing of Bata in Shimoga city.

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1.2 STATEMENT OF THE PROBLEM

Bata India Limited is the Asian largest foot wears company; which through
its regular research process is always in an innovative process to fulfill the
requirements of the consumers. The maximum share of the market is being
dominated by the unorganized sector. Bata is still the pioneer in the organized foot
wear industry but the changing preferences of the consumers is the apex point
when the company is aware of and always endeavors to fulfill the demand of the
consumers. The statement of the comparative study of the market potentially and
consumer perception with the special reference to gents shoes, ladies and kids
shoes.

The study will analyze the market potential includes these market share,
selling and purchasing of the share, analysis of the brand awareness, consumer
preference their satisfaction level and the present status at the Bata footwear in
Shimoga city.

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1.3 NEED FOR THE STUDY

Aim of every business organization is to satisfy its consumers and to earn

profit M\S Bata which had a tremendous slump in the market in the year of 1995
due to abrupt change of marketing strategies, which was sooner realized with the
help of R&D. then new strategy, was formulated to recover the market shearing
the market. M/S Bata has always been a pioneer since the day it started it is
production in Batanagar, Kolkata, but M/S Bata has learned that no ideas can be
implemented with out proper R&D, which gives a clear idea about the consumer’s
needs and wants.

The study is being undertaken to analyze the present status of the product of
Bata [India] limited in Shimoga and thereby to analyze the various sales
opportunities available in the market for Bata footwear.

So as to minimize the weakness and maximize the strength, to fulfill the

need, wants and demand of the existing and new customers of Bata.

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1.4 OBJECTIVES OF THE STUDY

Primary objectives

1. Comparative analysis of market potentiality depends on different types of

market share of Bata shoes Vies-a –Vies other brands of shoes.
2. Estimation of sales potential, purchase potential, market potential, for Bata
footwear in retail south.

Secondary objectives

1. To determine the percentage of people using branded footwear in Shimoga.

2. To determine the most preferred shoe type in Shimoga.
3. To determine the awareness of Bata brand among various shoe brands.
4. To find out the percentage of people using Bata shoes.
5. To determine the preference of Bata brand among various other shoe
brands.
6. To determine the performance of Bata among its competitive brands on
various attributes.
7. To determine the importance of various attributes of the buyers regarding
the choice of their footwear.
8. To determine the impact of various influencing factors or promotional
activities, that will influences the customers on the purchase of foot wear
9. To determine the annual expenditure affordable by majority of the people
or customers on their footwear.

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1.5 VARIOUS CONCEPTS

For the purpose of the study following concepts and models were formal relevant
and are explained here under.

“Market Share “

It refers to the proportion of the total sales of a product during a stated

period in a specific market that is captured by single firm.

“Market Research”
Market research involves analysis of market potentials for existing products
and estimating demands for new products, sales forecasting, characteristics of
product markets, analysis of sales potentials, and studies of market trends. Broadly
the functions of marketing research involve description and explanation,
prediction and evaluation. So market research is a process of collecting
information about who, what,
Where, when, why and how of the actual potential consumers in a particular
market.

“Marketing Strategy”
It is the set of guidelines and policies used for effectively matching
marketing programme with target market opportunities in order to achieve
organizational objectives.

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“Brand”
A brand is a name, term, sign; symbol, designs or some combinations of
these two identify the products or services of one firm and to differentiate then
from competitive offerings.

“Awareness”
It is the first stage in consumer acceptance process in which a product
stimulates, penetrates the consumers’ filtration system and register in his mind.

“Brand Preference”
It is a selective preference consumer according to a particular brand of
products in a comparative evaluation with other brands.

“Social Marketing Concept”

This is a management orientation aimed at generating customers’
satisfaction and long run consumer and public well-fare as the key to satisfying
organizations goals and responsibilities. Thus it aims at public welfare also.

“Advantages”
1. The information is usually accurate because it is published one.
2. It is easily available from company records.

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“Disadvantages”

1. The data may be outdated.

2. May not have present information.

In this study we have used primary and secondary data to increase the
accuracy of the analysis and results.

The primary data involved collections of information using

 The questionnaire as a tool and interviewing consumers as one hand
and dealers on the other.
 Secondary data was obtained from the companies published
literature and booklets.

“Market”
Market is a group of people with demand, with both the ability and
willingness to buy a product or service for end user purposes. So the much
characteristics of market are, there should be ability and willingness to buy the
product among the group of people for the end user.

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“Marketing”
According to Philip Kotler – marketing is the human activity directed at
satisfying needs and wants through exchange process .In other words marketing is
the process of planning, executing the conception, pricing, promotion and
distribution of ideas, goods and services to create exchanges that satisfies
individual objectives.

“Marketing mix”
Marketing is the blend of 4ps’ that is – product, price, promotion and
physical distribution. The basic functions included in the mix are product
development, branding, packaging, pricing, promotion, and advertising selection
of channels of distribution, physical handling and personal selling.

“Product”
A product is anything that is potentially valued by a target market for the
benefits or satisfaction it provides including objects, services, organizations, place,
people and ideas.

“Sales Management”
Sales management means in addition to the management of personal selling.
It is the management of all marketing activities including advertising, sales
promotion, market research, physical distribution.

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“Market Potential”
It is an estimate of the maximum possible sales opportunities present in a
particular market segment and open to all sellers of a good service during a stated
future period.

“Sales Potential”
It is an estimate of the maximum possible sales opportunities present in a
particular market segment open to a specified company selling a good or services
during a stated future period.

1.6 SCOPE OF THE STUDY

The research study entitled comparative analysis of market potentiality,

market share and consumer’s perception for Bata foot wear with special reference
to gents shoes in Shimoga under taken by the researcher covers the following
research activity.

Study on market potentiality depends on different type of market share .the

study also gives the extent of satisfaction and dissatisfaction among the users so
that the company can take the desired step to minimize the dissatisfaction level.
Study of the various factors which plays a major role in purchasing decision with
provide the opportunity for the company to get the information about the most
common factors which influences the purchase decision. The study helps to

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determine the average annual expenditure of the customers and the price that is
affordable for them to purchase footwear. In order to frame its price range
accordingly. The aim of the study is to estimate the market potentiality and
consumer perception in Shimoga and compare it with its competitive brands and
also forecast the various opportunities available in the market for Bata footwear
for 2009 &2010. Therefore it is expected that the research findings would give
valuable results which would benefit for the company –Bata India limited, to make
vital decision and to frame their marketing programmers more effectively and
efficiently to be a premier and a market leader in the footwear industry.

2.1 “DESCRIPTION OF THE RESEARCH DESIGN”

A research design is the determination and statement of the general research
approach or strategy for a particular study or for a particular project. The
researcher has undertaken the descriptive study and for mutative study.

“METHODOLOGY”
The research topology used by the researcher is the extensive study through
survey method. A survey method is selected for the of its following
characteristics:-
a) It is always conducted in natural setting: it is a field study.
b) It seeks responses directly from the respondents.
c) It can cover a definite geographical area; a city; or a district or a state.
d) The analysis of data may be made by using simple statistical technique with
special reference to the objectives of the study.

The subject matter of the survey undertaken by the researcher may broadly be
categorized into-

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 A. Social survey-
1. Consumer opinion and attitude
2. Consumer perception.

“DESCRIPTIVE RESEARCH”
Descriptive studies are undertaken in many circumstances. When the
researcher is interested in knowing the characteristics of certain groups such as
age, sex, educational level, occupation or income. A descriptive study may be
necessary.

Descriptive studies are well structured. Descriptive study in contract to

exploratory study tends to be rigid and its approach cannot be changed every now
and then.

“NATURE”
The descriptive study was cross sectional in nature. It includes a survey of
individual segment and is both qualitative and quantative in nature given the small
sample; stress was laid to get the qualitative data.

“RESEARCH INSTRUMENT”
A questionnaire was used for the survey. It was developed on the basis
descriptive questionnaire.
The questionnaire was open as well as close ended to extract the valuable
information as needed for the analysis.

“FORMULATION OF HYPOTHESIS”

Hypothesis is an assumption or proportion of the validity of which remains

to be tested. It is not always necessary that a hypothesis is useful; many times the

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researcher is interested in collecting and analyzing the data, indicating the main
characteristic without a hypothesis expecting the one which he may suggest
incidentally during the course of the study.

In such research hypothesis are generally concerns with the causes of a

certain phenomenon or a relation between two or more variables under
investigations.

“STEPS INVOLVED IN TESTING A HYPOTHESIS”

1. Formulate a hypothesis.
2. Setup a suitable significance level.
3. Choose a test criterion.
4. Compute.
5. Make decision.

Basic concepts concerning testing of hypothesis;

a. Null hypothesis.
b. Alternative hypothesis.

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2.2 SAMPLING PLAN

Concepts: The concept of the sampling can be explained with an examination of

tea testing, when a person take a sip of tea he is actually testing the whole tea by
testing apart of it, this is the concept of sampling

SAMPLING DESIGN: A sample design is a total structure and plan of the

sampling exercise. It will have details of the sampling technique used, the size of
the sample, the type of the sample and any other relevant details.

SAMPLE UNIT: The sample unit was buyers of various branded footwear with
different occupations such as students, servicemen, businessmen etc.

SAMPLE SIZE:- 100 consumers from different area of Shimoga were surveyed .
100 was the sample size and approximately 10 respondents from each area were
interviewed .
2.3 SOURCES OF THE DATA

In this study primary as well as secondary data is being used. Primary data
is collected with the help of questionnaire while the secondary data from
companies brochures, business magazine, reference book, journals, and articles
were extracted to provide a valuable and vital input in the study, so as to drawn
proper results .
Data given below with two types: -
a. Primary data
b. Secondary data

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PRIMARY DATA
It involves data, which has directly obtained through interviews. They are
usually up to date, as the analysis system immediately after obtaining primary data
is collected with two types of methods.
A. Observation method.
B. Survey method.

Here survey method has been followed for the collection of primary data. In this
method questioning is a process of data collection. There are 3 types of
questioning-
1. Personal interview
2. Telephone interview
3. Mail survey
The researcher has followed personal interview type of questioning.

SECONDARY DATA
It is data that are collected from various sources, are government
publication, statistical organization, research organization and company records.
This data is cheaper and almost easily than primary data.

It has following advantages –

i. The information is usually accurate it is published one.
ii. It is easily available from company records and brochures.

It has following disadvantages-

1. The data may be out dated.
2. May not have present information

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2.4 DATA COLLECTION INSTRUMENTS

The research instruments in this study were the questionnaire method.

The questionnaire was used to avail the vital information needed. The
questionnaire was open as well as closed ended with multiple choice and ranking
questions. The term questionnaire refers to a self-administered process, where by
the respondents read the questions and records his answers with out the assistance
of an interviewer.

Questionnaire constructing consists of 5 steps.

1. Specifying the information needed.
2. Determining the type of questionnaire to be asked.
3. Deciding the number and sequence of questionnaire.
4. Preparing the preliminary draft of questionnaire.
5. Revising and resetting the questionnaire.

Collection of data through questionnaire was considered suitable to extract

information and draw the results since footwear is a product which is used by
every one, there fore no other method apart from questionnaire is suitable, it was
designed after carefully consideration of the various attributes and was pre tested
to modify the questions and avoid the errors.

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2.5 FIELD WORK

The study involved a fieldwork of around 30 days, where the buyers were
contacted individually and were persuaded to discharge the information through
the questionnaire whish lasted for 10- 15 minutes. The buyers were directly
contacted in their houses, shops and any other places with out prior appointment as
per the convenience of the researcher. The fieldwork, which was mandatory as
well as an indispensable part of study, helped in learning the art of persuasions and
ability to extract the information. The fieldwork was vigorous but helped in
availing a bulk of knowledge. Over all fieldwork provided critical and vital
information such as knowledge intentions, activities, and opinions and so forth of
the problem under investigations.

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2.6 Tools used for data analysis

Secondary data from journals and textbooks were analyzed to understand

things behind consumer behavior, industrial marketing and also to understand
competition in this line or activity. What is more important is primary data.

Primary data was collected by means of questionnaire and was analyzed

according to the following plan-
A. Percentage classification system.
B. Testing of hypothesis.

Systematic objectives and qualitative analysis of the contents obtained

rough questionnaire was done, simple analytical procedures and scaling techniques
were utilized for analyzing the data. Statistical techniques such as bar graphs, pie
chart are also used. Scaling method was employed to derive the important ranking
of factors in efficient to the choice of a particular brand.

The following steps were involved –

A. Validation – the researchers routinely checked the some
proportions (10%) of questionnaire in order to check whether an
accurate sample was obtained.
B. Editing- in the second step the researchers edited the data to
discover error and omissions and to make corrections.
C. Coding- recoding is done which involves identification and
classification of each response.

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D. Transcriptions- since direct tabulation from the edited data is
difficult because of the large number of questionnaires. The
researches used the transcription process rather than opting
tabulation directly
E. Tabulation- after the transcription of data is over, the data are
summarized and arranged in a compact from for further analysis.
Manual method of hand tabulation type is used in tabulating the
data.
F. Analysis plan- the inferential analysis has been done.

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2.7 METHODOLOGICAL ASSUMPTION

From the study under taken the researcher has reached the following assumptions:

a) We sincerely assume that information given by the consumer and the

customers is authentic.
b) Consumers and customers selected belonged to different section in the society
and assume that all the section have been given proper representations

The study will yield significant result of the brand, such as standing of Bata
footwear in Shimoga and this will give significant results of the satisfaction of the
buyers towards Bata. The study will also show brand awareness, brand preference
of the buyers of Bata. the analysis of market potentiality will represent status of
the products of Bata. the estimation of sales potential till the year 2003 will
analysis the various sales opportunities available in the market for the Bata
footwear, which would give ample scope for the company to frame it’s marketing
program towards their segment and play an important role of satisfying their
insatiable needs. The contribution of the study is expected to be very meaningful
and useful.

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2.8 LIMITATIONS OF THE STUDY
A. The study is limited only to formal leather shoes; and sports shoes.
B. Since the time duration of the project was 4 to 5 weeks hence it was not
possible to go for a very wide sample, so the sample size was limited to
100.
C. In the comparative study, the researcher has considered only a few
leading footwear brands in the market like liberty, woodland, Nike,
Mescos, Reebok suggested by the company.
D. Since it is a convenient study, some sort of discrepancies might be there
in the data available.
E. The overall study is conducted in Shimoga but the sales forecasting is
for whole retail south.

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CHAPTER –3

3.1 THEORETICAL BAGROUND OF THE STUDY

The study is focused on comparative analysis of market potentiality and

consumer perceptions for the Bata foot wear in the Shimoga city. The study of
which will cover the analysis of the brand awareness, brand preferences, present
status of the products, companies’ performances on various attributes and future
prospects for the Bata India ltd.

The term market refers to it is a centre around which marketing activities

revolve. A market in general may be described as a place where the goods and
services are offered for sale. Buyers and sellers meet and the title to goods is
transferred. Different types of market in India are given below:-

Local market, national market, international market, perfect market,

imperfect market, very short period market, long period market, whole sale
market, retail market, money market, stock exchange market, foreign exchange
market, business market etc.

The business market consists of all the organizations that acquire goods and
services used in the production of other products or services that are sold, rented
or supplied to others. the major industries making up the business market are
agriculture, fisheries, mining, manufacturing, construction, transportation,
communication, public utilities, banking, finance and insurance, distribution and
services etc.

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 Business markets have several characteristic that contrast sharply with
consumer markets:-
A. Fewer buyers –the business marketer normally deals with far fewer buyers than
the consumer marketers do. Good year tire companies fate depends on getting
an order from the one of big three company’s means USA automakers.
B. Larger buyers- A few large buyers do most of the purchasing in such industries
as aircraft engines and defense weapons.
C. Close supplier- customer relationship- because of the smaller customer base
and the importance and power of the larger customers, suppliers is frequently
expected to customize their offerings to individual business customer needs.
Sometimes the buyers require the sellers to change their practices and
performances. In recent years; relationships between customers and suppliers
have been changing from downright adversarial to close and chummy.

The term potentiality is come from the word- Potential.

It refers to a maximum level of sales and assumes that -
1. All marketing plans sound and effectively implement and
2. All prospective customers with the desire and ability to buy also.
Market potential is the total sales volume that all organizations selling a product
during a stated time period in a specific market could expect to achieve under ideal
conditions. Sales potential is the portion of market potential that a specific
company could expect to achieve under ideal conditions. Be sure you recognize
that market potential refers to entire industry. Whereas sales potential supplies
only to one companies brand product. Furthermore executives and personal doing
the forecasting must work together to ensure that participants not only understand
the process but use the results.
The business buyers face many decisions in making a purchase. The
number of decisions depends on the type of buying situation. Robinson and others

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distinguish three types of buying situations the straight rebuy, modified rebuy, and
new task.

A. Straight Rebuy
The straight rebuy is a buying situation in which the purchasing department
reorders on a route in basis. The buyer chooses from suppliers on an “approved
list”. This supplier makes an effort to maintain product and service quality. They
often propose automatic reordering systems so that the purchasing agent will save
reordering time .the out suppliers attempt to offer something new or to exploit
dissatisfaction with a current supplier. Out suppliers try to get a small order and
then enlarge their purchase share overtime.

B. Modified Rebuys
The modified rebuy is a situation in which the buyer wants to modify
product specifications, prices, delivery requirements or other terms .the modified
rebuy usually involve additional desertion participants on both sides. The in
suppliers become nervous and have to protect the account .the out suppliers see an
opportunity to propose a better offer to gain some business.

C. New task
The new task is a buying situation in which the buyers buys a product or
service for the first time .the greater the cost or risk, the larger the number of
decision participants and the greater their information gathering – and therefore
the longer the time to decision completion.
New task buying passes through several stages. Awareness, interest,
evaluation, trial, an adoption. Communication tools effective ness varies at each
stage. Mass and media are most important during the initial awareness stage, sales
people have their greatest impact at their interest stage, and technical sources are
the most important during the evaluation stage.

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CONSUMER BEHAVIOR: -

The aim of marketing is to meet and satisfy target customers needs and
wants.,

The field of consumer behavior studies how individuals, groups, and

organizations select, buy use and dispose of goods, services, ideas, or experience
to satisfy their need and desires.

Understanding consumer behavior and “Knowing Customer” are never

simple. Customer may state their needs and wants but act otherwise. They may not
be in touch with their deeper motivations. They may respond to influences that
change their mind at the last minute Nevertheless, marketers must study their
target, customers wants, perception, preferences and shopping and buying
behavior.

A MODEL OF CONSUMER BEHAVIOR:-

At one time, marketers could understand consumers through the daily
experience of selling of the. But the growth of the companies and markets has
removed many marketing managers from direct contact with customers.
Increasingly managers have has to rely on the 7 framework for consumer research
to answer the following key questions about nay market:-
Who constitutes the market?
What does the market buy?
Why does the market buy? Objectives
Who participates in the buying? Organizations
How does the market buy? Operations.

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When does the market buy? Occasions
Where does the market buy? Outlets

THE CONSUMER BUYING DECISION PROCESS:-

A major part of buying behaviors is the decision process used in making
purchases. The consumer buying decision process, shown in the following figure:-

Personal
Psychological influences Social influences
I) Perception I) Roles and family.
I) Demographic
II) Motives II) Reference groups
II) Situation
III) Ability and III) Social classes.
III) Involvement
Knowledge. IV) Culture &
I) Attitudes sub-cultures
IV) Personality

CONSUMER BUYING DECISION PROCESS

PROBLEM INFORMATION EVALUATION PURCHASE POST

PURCHASE
RECOGNITION SEARCH ALTERNTIVES EVALUATION

FEEDBACK

PERSONAL FACTORS:- Numerous personal factors can influence purchasing

decision. In this section are consider three categories of them:-
1) Demographic factors,
2) Situational factors,
3) Level of involvement

1) DEMOGRAPHIC FACTORS: - Demographic factors are individual

characteristics such as age, sex race, ethnic origin, income, family life cycle, and

30
Occupation. Demographic factors have a bearing on who are involved factors also
affect the extent to which a person uses products in a specific product category.

2) SITUATIONAL FACTORS:-
Situational factors are the external circumstances or conditions that exit when a
consumer is making a purchase decision. Situational factors can influence a
consumer’s action during any stage of the buying decision process, and in variety
of ways.

3) LEVEL OF INVOLVEMENT:- Many aspects of consumer buying decision

are affected by the individuals level of involvement the importance and intensity
of interest in a product in a particular situation. A buyer’s level of involvement
determines why he or she is motivated to seek information about certain products
and brands but vitally ignores others.

PSYCOLOGICAL FACTORS: - The primary psychological factors influences

on consumer behavior are explained below:
1) PERCEPTION:- Perception is the process of selecting, organizing and
interpreting information input to produce meaning. The result of some studies
suggests that buyers purchase products that reflect and enhance their self-
concepts.
2) MOTIVES:- A motive in an internal energizing force that directs a persons
activities towards satisfying a need or achieving a goal, motivation is the set of
mechanisms for controlling movement towards goals. Buyers’ actions at any
time are affected by a set of motives rather than by just one.

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3) ATTIDUDE: - Attitude refers to knowledge and positive or negative feeling
about an object or activity consumer attitudes towards a first and its products
greatly influence the success or failure of the firms marketing strategy.
4) PERSONALITY: - Personality includes all the internal traits and behaviors
that make a person unique. A number of marketers are convinced that a
consumer personality does influence the types and brands of products
purchased.

SOCIAL FACTORS:- The forces that other people exert on buying behavior are
called factors. The social factors influencing buying decision process are explained
below.

1) ROLES AND FAMILY INFLUECNES:-

Family roles relate directly to pushes decision. Marketers need to be aware
of how rules affect buying behavior. To develop marketing mix that precisely
meets the needs of the target market marketers must know not only who does
the actual buying, but also what other roles influenced the purchase.

2) REFERECNE GROUPS: - A reference group may serve as a point of

comparison and source of information for an individual. A customer’s behavior
may change to be more in line with the actions and beliefs of group members.

3) SOCIAL CLASSES: - A social class is an open group in individual who have

similar social rank. Social class determines to some extent the type, determines
to some extent the type, quality and quantity of products that person buys and
uses. Social class also affects an individual’s shopping patterns

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3.2 INDUSTRIAL BAGROUND OF THE STUDY

Origin of the footwear industry:

No one knows when people first began to wear shoes. The first footwear
coverings worn in cold regions were probably bab like wrappings made off animal
far. The first known footwear used in warm. Surroundings consisted of sandals
made off plant fibers or leather. The ancient Egyptians wore such sandals as early
as 3700 B.C. the ancient Greeks and Romans also wore sandals. Those three
people also wore wooden soled shoes. The cloth shoes thousands of years ago.

Through out history shoes have been worn not only for protection but
also for decoration and to indicate social status. Shoe style have gone in and out of
fashion in women’s shoes changed to rounded toes in the 1500’s and low heels by
the late 1500’s and high heels in the 1600’s.

Until the mid 1800’s despite the many changes in shoe style, shoe making
itself involved cheaply the use of simple hand tools. Most people wore home made
shoes or bought shoes from a shoemaker who lived nearly or traveled from houses.
Improved sewing machines were developed in the mid 1800’s and shoe making
became a factory operation. This machine had special devices to stitched shoe
parts that previously had required nailing or stitching by hand.

In 1882, Jan Ernst & Matzeliger, a worker in an American shoe factory, invented
the shoe lasting machine. This and other new shoe making machines led to the
mass production of shoes by 1900.the mass production of footwear brought a great
production in the price of these products.

33
Growth and development of the footwear industry:
One of ancient man’s first articles of clothing was protective covering for
the feet. Animal hides proved ideal for the purpose .in warm climates the typical
footwear was the sandal, a sole with straps to hold it on, in colder climates a shoe
that wrapped around the foot and sometimes extended into a boot was favored in
ancient Greece and Rome the soles of soldiers sandals were studded with hobnails,
large headed nails, for longer wear. Armies continued to use hobnails boots in
modern times. European footwear lacked heels until the end of Middle Ages.
Wealthy persons had shoes of rich fabrics, often lavishly decorated with
embroidery, ribbons, and jewels long pointed toes were popular. Common people
wore one-piece shoes of rawhide drawn up by a thing. Some times a wooden sole
was added. City jewelers protected their shoes from mud and filth out doors by
wearing patterns. Over shoes with a wooden sole and a wooden or metal under
structure that raised the foot and above the ground .ladies also wore shoes with
high pedestal soles of wood or cork. From these two styles heels developed about
1600.there after shoes differed from today’s footwear only in details of styles and
methods of construction.

The cobbler made footwear or shoemaker .in colonial America a cobbler

traveled from one home to another, staying with the family while he made and
repaired footwear the household. A pair of sturdy shoes took him two days to
make. There were also small cobbler shops. About 1750 the small cobbler shop
began to be expanded from a man or mainly enterprise to one in which a shop
owner hired workers to help make up shoes or order. Gradually the emphasis
shifted from custom-made to ready-to wear footwear. To increase production; in
the early 19th century a “Putting out” system became common. The owner
assigned specific steps of manufacturing to persons who worked in their own
homes. With the advantage of machinery, however, the workers had to be gathered
together in a factory building. Machines began to be introduced into shoe

34
manufacture in the mid 19th century, first in 1845; was a rolling machine that
hardened sole leather then in 1846.Elias’s Howees successful sewing machine. By
1860 there was a machine for pegging soles and one for stitching them, and
machine cut soles were on the market. The method of stitching soles to uppers was
greatly improved by Gordon McKay, and his machinery was widely adopted. In
the 1870’s Charles Goodyear, son of the inventor of vulcanized rubber, perfected a
method of stitching a well shoe, long considered the finest type of construction.
Both the McKay system and the Goodyear system are still in use.

Once under way, the machination of shoe making process developed

rapidly. This and the introduction of man made materials in the mid 20 th century
were the first major changes in shoe making from the beginning of its long history.

PRESENT STATUS OF THE FOOTWEAR INDUSTRY\

Through out history, a fashion has often determined the style of men and
women’s shoes. The desire of the people to be fashionable has lead to many usual
kinds of shoes. The shoes industry has been a tremendous growth after the advent
of the shoes. The shoes, which was
First used to protect the feet from, dust dirt, brushes etc. Now it has become a code
of fashions and today shoes play an important role in once personally many new
players have emerged in the shoe industry to cater the footwear market.

Today, many shoe-manufacturing operations are automated. Shoes may

be designed on a computer. Components may be cut by a laser and stitched by
computer control stitches such improvement enables manufactures to respond to
style change quickly. The world famous shoe manufacturer like Caterpillars, Nike,
Adidas, Fila, Reebok, Bata, Woodland, and Mescos etc are the renowned name in
shoe industry. \

35
CHAPTER – 4

4.1 ORGIN OF THE INDUSTRY

Our history and language are full of reference to shoes and chappals and the
time honored craft of show and chappal making. Shoemakers were the first
craftsmen to establish guilds in the middle ages and through the builds societies of
craftsmen within a common trade come a standard of quality, which earned the
shoemaker a well-established position in the community. The quality and care the
shoemaker has taken with his craft has earned him a place in the history and Bata
shoe organisation is proved to follow in this tradition of time quality
craftsmanship. Today Bata shoe organisation is truly “Shoemaker and chappal
maker to the world” and we invite you to join us and learn a little about the long
history of shoes and how they are designed and constructed.

Primitive man made his own shoes from the skins of the wild animal he
hunted and, where the climate was cold, he tied or around his lower leg. Primitive
men were for the most part, nomadic and he bound his feet for protection against
the bites of insect, often thorny forest flow and the heat of the earth on the dry
plains. How the primitive men bound his feet dependent on where lived and this
form the very beginning we see that shoes were used for protection but that to
some extent the environment, the weather and the land dictated style.

Thus, sandal was the earliest from of show made by a “specialist”

shoemaker. The early Egyptians made sandals, which consisted of a sole head to
the foot by single piece of leather, which is circled the big toe. This from of sandal
is called a thongs are still popular today in certain parts of the world.

36
 The Egyptian had an interesting custom, which indeed seems to be or origin
of expression under foot. The Egyptian painted or carved images of their enemies
on the bottom of their sandals. They believed, they could hurt their foe by treading
on their image, hence the expression; to be under foot”

Early shoe design was often taken from nature and in addition to sandals
the Egyptians also wore a shoe within up turned toe model on the elephants tusk.
The Mesopotamian used the same design, but with a longer curved toe. Some
believed that the Chinese might have originated the curved toe design, as the boat
with a peaked toe is quite common among the Mongols today.

The early Greeks where barefoot except in foul weather and it was not until
the Hellenistic period around 232 BC that going barefoot out of dears become a
sign of slavery. At that time the wearing of shoes signified that the wearer was free
and beginning barefoot come to signify that the person was a slaved. Early Greek
shoes were made from one piece of leather, which was drawn over the foot by a
threaded throng and tied around the ankle.

The Romans carried their shoe style throughout the ancient world as the
conquered. They brought “Roman Style” shoes to French and to Britain. The
Moons who conquered the Spain in the 8th century (711 AD), introduced a
beautifully – soft-dyed leather known as Cordovan. Their shoes fit snugly and
covered the foot and the ankle. They came to be called “Babylonian” shoes.

Thus we see the different materials different regions of the known world.
As people traveled, traded, conquered, shoes style was carried from one region to
another. The shoemaker became a specialist, a respected, influential and need
member of the society. Shoes and chappals where made for specific uses, designed
for specific climates and where often decorated to harmonies with clothing style.

37
Leather, wood and plant elements (rice stalk in China and palm leaves in Egypt)
where the primary materials utilized in shoe making. In Europe, however leather
remained an important part of the shoemaker craft.

SHOE AND CHAPPAL’S STYLING A REFLECATION OF

SOCIALOGICAL CHANGES:
In Europe, during the middle age distinct periods of style emerged together
with heavy ornamentation. Shoes of style where, of course, restricted to the
wealthy, but shoemakers, together with other craftsmen, began to emerge as a kind
of middle class between the ruling novelty and the serfs. In the 10th century there
began a long period marked by increasingly pointed shoes. There were wasted,
and often featured embroidered stitching. In the 11th century the soft, painted
oriental slipper become popular. It is believed that the crusaders probably
introduced the oriental slipper. The peasants of this period wore a wooden shoe
called Sabot.

During several uprising against their landlords the peasants trampled their
crops under foot as an act of defense. Thus the derivation of the word “Sabotage”.

In the early 14th century during the early renaissance period the pointed toe
reached twelve inches beyond the foot and was stuffed with whalebone. Men of
this period held the toes of their shoes with the chains, which were attached to
greater at the knees. Following pointed toes the style became that exaggerated
width with the sides of shoes slashed and stuffed to give the foot and extra wide
appearance, usually at the toe. Next came the Chopine from Italy, a slipper with
dramatically elevated toe. Eventually, the hell and sole were cut separately and the
sole was reduced in height. The high heel, worn by both men and women, was

38
introduced in the 16th century. During the 17th and 18th century many styles came
and went and a wide materials were used.

THE FRENCH COURT OF LOUIS THE XIV dictated the shoe styles of
the period, which seemed to reflect what many people saw as the “excess” of the
court. In fact at one time, men’s shoes climb stairs backwards falling over their
shoes. As a parallel development to “dress shoes” this period also gap reached to
the development of special military boots. The Hessian were will know and the
term “Wellington” came to mean rubber boots in English speaking countries.

In the late 18th century shoe style underwent radical changes as they
reflected popular politics. The French Revolution was followed by period of
simplicity in shoe styles as people revealed against the lavishness of the court.
Sandals, heels – kless slippers and low-cut shoes were adopted and the only
acceptable decoration was a simple buckle.
This history of shoes very much apart of all history. In the beginning, necessity
dictated style and then though conquest, travel and trade, styles where exchanged
among the people of the world materials varied and decoration in footwear became
popular to and luxurious.. Simplicity then returned and shoes reflected the
egalitarian ideas of the day. Style, decoration and variety were to eventually
return, of course.
Craftsmen shoemakers in single pairs produced one shoe; each cut, stitched
and tracked by hand in a time consuming, laborious method. The result; an
expensive, custom-made pair of shoes design in accordance with specifications
and whims of a wealthy client, more often than not a privileged member of a select
segment of society.

The industrial revolution of the 19th century was to bring about vast changes
in the shoemakers’ craft, transforming the art though mass production techniques

39
into a rapid, highly automated, mechanical process. For the first time in history,
good quality people, thus achieving the long-short-after dream.

In turn, the automation of the shoe industry gave reach to the modern
fashion – oriented footwear industry. As peoples basic demanded and sought after
more specialized footwear; footwear for sports, for leisure, for work, footwear that
satisfied needs of both fashion and function. Today the footwear industry, the
assimilation of scientific methods and the findings of modern radical research
particularly in the realm of sports medicine in developing footwear in accordance
with the physiology of the human foot and the dynamics of the body in motion.
Placed on reality. Ever looking to the future with optimism. This is the golden
profile of Bata India.

4.2 GROWTH AND DEVELOPMENT OF THE ORGANIZATION

The organization is the world’s largest manufacturer and marketer of

footwear. It has 83 companies spread all over the globe both in developed and
developing countries. The organization is the leader in the use of modern
technology and the latest management and marketing techniques. Its 73
manufacturing units produce a vastly comprehensive line of footwear from
women’s high fashion shoes to artic boots; men’s dress shoes to popular sports
shoes for the children. It operates 6300 company owned stores all over the world.
This includes Bata family Athletes world Bubble gummers, Rizzi, Heyraud and
Marie Claire stores. In addition Bata has around 50 thousands retailers the
combined production and sales total 270,000,000 pairs of shoes per year. The Bata
shoe organization has 67 thousands employees on its roles today. Bata limited; the
world headquarters of Bata shoe organization located in Toronto is manned by
experts in manufacturing, marketing, finance, product development and personnel.

40
A work force that is available for training and guidance in all operations in the
field.

Today Bata India has become a legend behind it’s a sage of determination
and pursuit of excellence. A spirit of enterprise that has made Bata India a
complex, multidimensional giant ever at the service of millions of people in India.
How did it all begin?

Today the largest footwear manufacturer is India. The biggest footwear

market has wide wingspan-it covers the entire length and breath of the country.
The company prides itself in having your manufacturing units, two tanneries, and
a number of ancillary units. Pursuing an active policy of encouraging exports since
1935, Bata India exports the largest number of canvas shoes from the country.

4.3 PRESENT STATUS OF THE ORGANIZATION

About the organization: Asia’s largest footwear company strives to maintain its
lead with an image of superiority, professionalisms and round the clock efficiency.
A visit to any factory or office in the country bears testimony to that. Bracing to
meet the 21st century, Bata is gearing itself with the latest in technology and a
forward-looking approach to human resource development. Staggering 16,000
people work at various functional centers in Bata India. While another 2,00000 are
indirectly employed.
The world of Bata India: There are four factories, at Batanagar near Calcutta
now it is Kolkata, at Faridabad in Haryana, Bataganj near Patna in Bihar and at
Peenya in Bangalore. Taking stock of them all means accounting for thousand of
trained men and women, millions of pairs of footwear on the production line.
The people –our assets: The Company firmly believes that giving its people the
right encouragement, yields incomparable rewards. Even with technology and

41
progress man doesn’t take second place at Bata India. Emphasis is given to man
management and every opportunity is given so that people can grow with the
organization. Each year a large number of regional, national and international
courses are held to train Bata employees. it is a Bata policy to provide equal
opportunity, to promote on merit and to stimulate it’s people into thinking globally
.always abreast with current trends and technology, Bata India brings latest in line
technology in factory, and the workers to many all to mated industries where work
force shrink in direct proportion to their rate of technological thinking .Bata India
keeps it’s employment levels steady.

HOW THE COMPANY OPERATES:

Once the footwear industry was a cottage industry. Today Bata India is
proud to have elevated it into a full-blown industry with considerable volume and
prestigious position.

4.4 FUNCTIONAL DEPARTMENTS OF THE ORGANISATION :

Bata shoe organisation : Despite being a very weak organisation

follows a very well defined system of departmentalize. It has specific

division with clear-cut authority and responsibility, headed by divisional

managers. The co-coordinated and whole threaded efforts of the

divisions of Bata shoe organisation ensure the success of the company as

a whole.

One such department is Accounts department.

Duties of Accounts Manager:
Maintenance of accounts properly.
All the information to be collected on regular basis.

42
The accounts maintained are to be sent to the head office once in every month.

Duties of the Accountants-

 Maintenance and record of day-to-day payments properly.
 Performance of work as per the instruction of the accounts manager.
 Closing of various ledger accounts and preparation of final accounts once in a
month.
 Expenses paid are recorded and monthly income payment report is prepared
and sent to main head office once in a month for receiving the monthly income
payment and also giving account for the expenses made.
 Accounts department received the cash from head office on regular basis and
payment is made to suppliers and associates through cheques.

43
 ACCOUNTING DEPARTMENT

SOUTH RETAIL CHAIN

ORGANISATION STRUCTURE

MANAGER (ACCOUNTS)

HEAD OFFICE

RETAIL MANAGER

ACCOUNTS OFFICER

ASSISTANT ACCOUNTS OFFICER

MARKETING DEPARTMENT:

44
 Marketing is a creative management, function which promotes

trade and employment by assessing consumer needs and initiating

research and development to meet them. It co-ordinates research and

development to meet them. It co-ordinates the resources of production

and distribution of goods and services, determines and directs the nature

and scale of total effort required to sell profitability the maximum

production to the ultimate users.

Merchandising means product planning and product development

which includes getting right quality and quantity of product at the right

time and place.

But marketing is the process of planning and executing the

conception, pricing, promotion and distribution of ideas, goods and

services to create exchanges that satisfy individual and organisation

objectives.

Marketing work in the customer market is formally carried and promotion

managers, marketing researches, customer service managers, marketing
researchers, customer service manager, product managers, market managers and
marketing vice-president. Each job carries well-defined tasks and responsibilities.

MARKETING MIX:

45
 It is a area of controllable marketing variables that the firm blends to
produce the response it wants in the target market. It consist of four groups of
variables properly know as LIP’s namely product, price, place and promotion.
Product:
Product stands for the firms tangible offer to the marketing

including the product features, packaging, branding and servicing

policies.

Price:
Price stand for the amount of money that customers have to pay for

the product. The method of pricing followed in Bata is cost plus pricing

that is

Cost of production + cost of sales + margin profit = Selling price.

The company follows the price discrimination policy, which depends on the
quality of the product, price of the product and the raw material used.
In Bata ‘psychological pricing’ is adopted to market their products,.

Place: Place stands for the various activities the company undertakes to make the
product easily accessible and available to target consumers.

Promotion:
Promotion stands for the various activities the company undertakes to
communicate its product merits and persuade target customers to buy them. The
promotion tools comprising the promotion mix are –
 Advertising
 Personal selling

46
 Sales promotion
 Publicity
 Product promotion

4.5 ORGANISATIONAL STRUCTURE OF MARKETING DEPARTMENT:

MANAGING DIRECTOR

VICE PRESIDENT
(at present only V.P. marketing sales)

RETAIL Wholesale

(4 Retail Managers) (4 Regional Managers)

MERCHANDISE PERSONNEL STORES OPERATIONS

A/C MGR. MANAGER

DISTRICT
MANAGERS

SHOP MGR.
SALESMAN
CASHIER

47
 SHOP ASST.

REGIONAL DEPOT

MANAGER MANAGER

48
PRODUCTION DEPARTMENT

Production is the bias activity of all industrial units. All the other activities revolve
round this activity.

The end product of production activity is the certain of goods and services for the
satisfaction of human wants. According to economics, product is an activity through
which the form utility is either created or enhanced. Bata owns and operates 6 shoe
manufacturing plans plus 2 tanneries. It also sources from hundreds many other
authorized factories in order to always give customers the right shoes at the right price.

At present Bata India Limited has got five factories in Calcutta, Haryana, Patna,
Shimoga and Hosur.

Research and Development department

Peenya factory has its own in house R&D department. They instruct the control of
input of raw material and in the process quality control and checking of finished goods.

Various tests on improvements to the product, product addition or deletion is

conducted.

In R&D department the importance is given to sports shoes and school shoes.
From the sales department they get the information about the market i.e., feedback.

Associates do all material requirements. R&D department gives the quality

specification.

49
At present in Peenya factory Canvas shoes are not produced. They produce the shoes
with PVC, Nylon cum Synthetic leather, sole, and nylon are imported, the sales strategy
is considered is important for making production.

PERSONAL DEPARTMENT:

Everybody knows that an organisation achieves its ends by a proper utilization of

the monetary, material and human resources at its command. While and human resource
that all the other resources are mobilized and utilized to achieve organisational
objectives. This human resource is the most important of the resources, without it, an
organisation cannot accomplish its objectives.

The number, variety and complexity of the functions of personnel management

raises a question that who should discharge the functions of the personnel department in
an industrial establishment. To begin with, every manager and every supervisor. To begin
with, every manager and every supervisor discharges some of these functions; for
example, the motivation of employees to greater output and efficiency. Some managers
and supervisors are involved in the selection, appointment and promotion of personnel
and in disciplining formal employees. However, by and large, there is one person who
discharges the main function and co-ordinates certain personnel functions discharged by
various other managers and supervisors.

50
PERSONAL DEPARTMENT

ORGANISATION STRUCTURE OF PERSONNEL DEPARTMENT

VICE PRESIDENT (PERSONNEL)

GENERAL MANAGER

DEPUTY GENERAL MANAGER

4 CHAIN PERSONNEL MANAGERS

ASSISTANT PERSONNEL MANAGER

PERSONAL OFFICER

ASSISTANT PERSONNEL OFFICER

51
 ORGANISATION STRUCTURE AND CHART
OFFICE ADMINISTARATION STRUCTURE OF BATA
INDIA LIMITED.

MANAGING DIRECTORS

DEPUTY MANAGING DIRECTOR

SENIOR VICE PRESIDENT

SENIOR SENIOR SENIOR

VICE PRESIDENT VICE PRESIDENT VICE PRESIDENT
MARKETING LEGAL FINANCE

GENERAL MANAGER

RETAIL MANAGER

ACCOUNTS MERCHANDISING
PERSONNEL

OFFICER OFFICER OFFICER

52
CHAPTER -5

5.1. CLASSIFICATIONS & TABULATION OF DATA:

The preparation, tabulation and analysis of raw data consist of following

steps: -
1. Preparing of raw data including editing and coding.
2. Tabulating the data.
3. Determining whether significant difference exists between categories
with the help of simple statistical tools like Average, percentage, and
co-relation.
4. Making Recommendations.

Tabulating the data: After the raw data have been fully prepared the
tabulation work can begin.

Researcher should first prepare a plan specifying which items of data are to
be tabulated and whether each item is to be tabulated separately or in combination
with other items.

53
5.2. STATISTICAL ANALYSIS & INTERPRATION OF DATA:

In order to extract meaningful information collected data analysis is carried

out. The data is first classified as- coded, edited; and tabulated for the purpose of
analyzing the same. Simple statistical tools – percentage, Average, and measures
of dispersion-, have conducted the analysis alternatively; the collected data has
been analyzed by using diagrams, graphs and charts.

Data analysis is the process of placing data in ordered form, combing them
with existing information’s and extracting meaning from them.

Interpretation is the process of drawing; conclusions from the gathered data

in a study.

54
 ANALYSIS AND TABULATION PART

Table 1.
Percentage of people using branded Footwear.

Foot Wear No. of respondents (%) Percentage

Branded 65 65%
Unbranded 25 25%
Both 10 10%
Total 100 100%

Source: From Survey Data

Analysis: Out of 100 Respondents, the majority of respondents i.e., 65% people
are wearing branded footwear, 25% people are wearing unbranded footwear and
10% people are wearing both the type of Branded and Unbranded Footwear.

55
GRAPH No.1

Percentage of people using Branded

Footwear.

10%
25% Branded
Unbranded
65% Both

56
 Table No.2:

Preference of Shoe type among the customers.

Shoe Type No. of Respondents (%) Percentage

Formal Leather shoes 55 55%
Sports Shoes 35 35%
Both 10 10%
Total 100 100%

Source: From Survey Data

Analysis: Out of 100 Respondents, the majority of respondent’s i.e., 55% people
are wearing Formal heat wear shoes, 35% people are wearing sport shoes and 10%
people are wearing both the type of Formal heat wear shoes and Sports shoes.

57
GRAPH No.2

Preference of Shoe type among the

customers.

Both

Sports
Series1
Shoes

Formal
Leather
shoes

0 20 40 60

58
 Table No. 3

Brand Awareness of Formal Footwear shoes:

Brand Names No. of Respondents (%) Percentage

Bata 45 45%
Liberty 25 25%
Mescos 5 5%
Woodland 10 10%
Others 15 15%
Total 100 100%

Source: From Survey Data

Analysis: The above table shows that 15% of the respondents are wearing Bata
leather shoes, 25% respondents are wearing Liberty formal leather shoes, 5%
respondents are wearing Mescos ash shoes, 10% respondents are wearing
Woodland 15% are using or wearing other companies’ formal leather shoes.

59
GRAPH No.3

Brand Answeres of Formal leather

shoes

Bata
Liberty
Mescos
Woodland
Others

60
 Table 4.

Brand awareness of Sport shoes

Brand Names No. of respondents (%) Percentage

Bata 15 15%
Action 10 10%
Woodland 25 25%
Mescos 5 5%
Reebok 12 12%
Nike 12 12%
Adidas 16 16%
Other 5 5%
Total 100 100%

Source: From Survey Data

Analysis: The above table shows that 15% of the respondents are wearing Bata
Sport shoes, 10% respondents wearing Action sport shoes, 25% of respondents
wearing Woodland sport shoes, 5% respondents are wearing Mescos sport shoes,
12% of respondents are wearing Reebok, 12% of respondents are wearing Nike
Shoes, 16% of thee respondents are wearing Adidas sport shoes, 5% of
respondents are wearing other

GRAPH No.4

61
 Brand awareness of sport shoeas

Bata
5% Action
16% 15%
Woodland
10%
Mescos
12% Reebok
Nike
12% 25%
5% Adidas
Other

62
 Table 5

Percentage of people are using Bata Kids shoes

Brand Names No of Respondents Percentage

Bata 65 65%
Liberty 15 15%
Mescos 3 3%
Reebok 10 10%
Others 7 7%
Total 100 100

Source: Primary or Survey Data.

Analysis: The above table shows that 65% of the respondents are using Bata. 15%
of the respondents are using Liberty kid’s shoes, 10% of the respondents are using
Reebok Kids shoes, 7% of the respondents are using other company’s kid’s shoes
for their children.

63
GRAPH No.5

Perecentage of people are usong Bata

Kids Shoes

7%
10% Bata
3%
Liberty
Mescos
15% Reeboc
65%
Others

64
 Table No.6
Table showing the factors influencing to buy competitors Brand

Factors No. of respondents (%) Percentage

Price 45 45%
Quality 20 20%
Style 10 10%
Durability 5 5%
Comfort 20 20%
Total 100 100%

Source: Primary or Survey Data.

Analysis: From the above table we can understand that the majority of respondents
that is 45% of them depends on price, 20% of respondents buy because quality is
good, 10% of respondents buy because of style, 5% of the respondents buy
because of durability, 20% of the respondents buy because of comfort ability.

65
GRAPH No.6

Chart showing the Factors

influencing to buy compititors brand

20% Price
5% 45% Quality
Style
10% Durability
20% Comfort

66
 Table No.7

Table showing who influence them to buy Footwear.

Factors No. of Respondents Percentage (%)

Friends 25 25%
Relatives 18 18%
Advertisement 48 48%
Point of purchase display 0 0%
Past Experiences 6 6%
Others 3 3%
Total 100 100%

Source: Primary or Survey Data

Analysis: From the above table we can understand that the majority of the
respondents that is 48% of the respondents are buy because of advertisements
influences to them, 25% of respondents are buy because of friends are influences
them, 18% of the respondents are buy because of the relatives are influences them
to purchase, 6% of the respondents are purchase because of the past experience
and other 3% of the respondents are purchasing in their own mood.

67
GRAPH No.7

Chart showing who influences them to

buy footwear

Friends

Relatives
0%6% 3%
25% Advertisement

48% Point of purchase

18% display
Past Experiences

Others

68
 Table 8.

Table showing the income level of the customer.

Income Level No. of Respondents Percentage (%)

Below 5,000 5 5%
6,000- 10,000 7 7%
10,000-15,000 18 18%
15,000- 20,000 15 15%
Above 20,000 55 55%
Total 100 100%

Source: Primary or Survey Data

Analysis: From the above table we can understand that the majority of the
respondents income level above 20,000 are 55%, 15% of the respondents income
level between (15,000-20,000), 18% of the respondents income level between
(10,000- 15,000), 7% of the respondents income level between (5,000- 10,000),
5% of the respondents income level below 5,000.

69
GRAPH No.8

CHART SHOWING INCOME LEVEL OF

THE CUSTOMER

5% 7% Below 5,000
18% 6,000- 10,000
10,000-15,000
55%
15,000- 20,000
15%
Above 20,000

70
 Table No. 9

Table showing: According to the customers the top 3 companies in the Footwear
segment

Brand Names No. of respondents Percentage (%)

Bata 65 65%
Reebok 20 20%
Woodland 15 15%
Total 100 100%

Source: Survey Data

Analysis: From the above table it is showing that and we can understand that 65%
of the respondents’ choice is Bata, 20% of the respondents’ choice is Reebok, 15%
of the respondents’ choice is Woodland.

71
GRAPH No.9

Chart showing "According to the customers

the top 3 companies in the Footwear
segment

Woodland 15

Reebok 20 Series1

Bata 65

0 20 40 60 80

72
 Table No.10

Table showing the suggestion given by customers to improve the sales of Bata
with the other competitors.

Suggestion No. of respondents Percentage

Improve on Supply 30 30%
Improve Advertising 52 52%
Wide range of Collection 18 18%
Total 100 100%

Source: Primary or Survey Data

Analysis: From the table shows that the majority 52% of the respondents suggests
improving the advertising in all categories especially in children section, which
will improve the Sales of Bata. 30% say regular supply will improve the sales and
18% of them suggest that improvement on wide range of collection in the entire
category.

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GRAPH No.10

Chart showing the suggestion given

by customers to improve sales of
Bata with other compititors

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0 20 40 60
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CHAPTER -6

FINDINGS

The primary data gathered from the respondents have been classified, tabulated,
analyzed, and interpreted by using percentage method and different types of
diagrams.

 Most of the people (respondents) like to buy branded footwear than

unbranded ones
 According to the weightage given by the respondents to the factors that
influence their decision to buy footwear is the advertisement factor
followed by the feedback of relatives and then friends
 Bata footwear is the most popular brand among the respondents and Bata is
the market leader o footwear in Shimoga.
 The price of the product is the main factor that influences the potential
customers of the product
 Advertisement sector should be improved the most so as to maximize the
volume of sales of Bata footwear as per the respondent followed by the
supply of the products to the customers.
 The products in the kids section of Bata is the most reliable product in the
kids footwear market
 Bata is more famous for its leather formal shoes than its ports shoes
 The company is the leader of the market in the leather formal shoe segment
 The point of purchase display at the Bata shops does not make an impact on
the mind of the customer.
 Bata sports footwear is lagging behind in that market segment

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SUGGESTIONS:

Suggestions given by the consumers, different type of customers aged,

businessmen, housewives, college girls are given below:

1. TO MAKE IT ATTRACTIVE: Bata formal leather shoes,

sports shoes, kids shoes can be made more attractive by displaying the
available range and the uniqueness of the range, it should be so
displayed that the consumer is tempted to buy it.

2. TO IMPROVE DISTRIBUTION POLICY: the distribution

can be finding out which product is being demanded more and the rate
of consumption of the product and hereby supplying the product in time
to meet the demand.

3. R&D ACTIVITIES: R&D activities include-activities like

making shoes comfortable, attractive and adding features, which the
consumers and the customers of the present generation are used to like
that is snuggery, ventilations, etc.

4. SCHEMES: the company can introduce schemes to improve

sales. Schemes may include free gifts, discounts in winter seasons for
the aged customers and discount in school seasons for school shoes and

76
 the same for casual shoes during the vacation period, and in the months
of May and June as the festival seasons.

5. The company should concentrate towards the mode of its

advertisement. While launching a new model it should give the
preference to the advertising media, which is the best source of
information. As a promotional activity company can also sponsor some
kinds of sports events etc.

6. The company can also go for making an agreement with

some government or private sectors or institutions for supplying its
product on contract basis.

SUGGESITIONS GIVEN BY THE RESEARCHER: The suggestion drawn from

the study is made with a view to increase the market share of Bata.

A. In order to promote brand name for the Bata has to now concentrate more
on advertising in regional newspapers, magazines and TV network that
reaches the ultimate customer.
B. Bata should take rate of its close competitors and their marketing strategies
in comparison with their own and do the needful from time to time in order
to have a market share.
C. Bata should conduct regular marketing surveys to understand the current
taste and expectations of the customers.
D. More trendy and flashy design should be launched which would sweep the
customers of all ages.

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E. More provision should be made by Bata for its middle class customers by
launching more products to cater to their needs and demands.

78
CONCLUSIONS

On the basis of findings made through analysis, we can conclude the

following factors-

The Percentage of people using branded footwear is very high in

Shimoga city.

Majority of the people prefer both types of shoes that is formal leather
shoe & sports shoes.

The awareness of Bata brand in formal leather shoes category is better

than other brands as like as Liberty, woodland, e.t.c.Bata is on 1ST
Position, liberty and Reebok in 2nd & 3rd place.

In formal leather shoes category Bata is having highest market share. In

sports shoes category Reebok, would be the preferred brand followed by
Nike, or woodland or any other shoes.

In this comparative study’s survey more than 80% Respondents are

businessman. Some respondents are child, they are wearing different
types of kid’s shoes, housewives are also using Batas leather sandals
etc.

79
 Questionnaire

Dear respondents,

I am students of **** College, studying final year B.B.M. as a part of my

academic curriculum, I have undertaken project entitled, “Study on Market

Potentiality and Consumer Perception of BATA Footwear in Shimoga”.

I request you to kindly spend some time in responding the question below.

Thanking you,

Yours faithfully

1. Name : …………………………………………

2.Address : …………………………………………
…………………………………………
…………………………………………

3. Contact No : ………………………………………..

4. Age : a) 15-20 [ ] b) 20-25 [ ]

c) 25-30 [ ] d) Above-30 [ ]

5. Sex : a) Male [ ] b) Female [ ]

6. Qualification : a) S.S.L.C. [ ] b) Degree [ ]

c) Postgraduates [ ] c) Any Other [ ]

80
7. Occupation : a) Student [ ] b) Business / Profession [ ]
c) Employee [ ] d) Other’s [ ]
8. Income : a) Below 5000 [ ] b) 5000-10,000 [ ]
c) 10,000-15,000 [ ] d) 15,000-20,000 [ ]

9. Do you use Branded or Unbranded footwear?

Branded [ ] Unbranded [ ]

10. Which Brand of foot wears currently used by you?

BATA [ ] WOODLAND [ ] MESCOS [ ]

REEBOK [ ] NIKE [ ] ACTION [ ]

PHOENIX [ ] ADIDAS [ ] OTHERS [ ]

11. Do you always stick to your Brand?

Yes [ ] No [ ]

12. The Brand choice of your family?

Product Adults Teenagers Kids

Segments Male Female Male Female Boy Girl
Office Wear
Sport Shoes
Ladies Shoes
Rainy Season
School Shoes
Hawaii

13. What factors would you consider before selecting your foot wears?

Price Quality Style Durability Comfort

14. Who influence you to buy footwear?

Friends Relatives Advertisement Point of purchase display

Past experience Others.....................................................

15. From where do you purchase your footwear?

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 Company showrooms Dealers Others .................

16. In which range you want your foot wears?

Below 500 500-800 800-1500 1500-2000 Above 2000

17. What is your perception regarding the following companies? (Please indicate L
for Local, N for National and I for International)

Bata Reebok Nike woodland Adidas

Action Liberty

18. According to you, which are the top 3 companies in the footwear segment?
ABC

19. Any additional feature you want to have in your footwear? Yes No

If yes, please specify...........................................................................

20. Any special facility you want to have from the company? Yes No

If yes, please specify...........................................................................

21. Please give some suggestion to improve the quality and service of the footwear
products...........................................................................................

Date:

Place: Signature.

THANK YOU FOR YOUR KIND CO-OPERATION

82
 BIBLIOGRAPHY

1) Books Referred
Marketing Management - Philip Kotler
Principal of Marketing - S.S.Sherlekar
Research Methodology - By C.R.Kothari

2) Journals & Magazines

Business Today
Business India
Business World
The Hindu Survey of Industry

3) News Papers & Magazines

The Economic Times
The Asian Age
The Hindu
Deccan Herald

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