Consumer Perception Towards Bata

April 19, 2018 | Author: Ravinder Kumar Kharb | Category: Level Of Measurement, Marketing Research, Sampling (Statistics), Marketing, Survey Methodology
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MARKRT RESEARCH | BATA

CONTENTS TOPIC CHAPTER I 1. INTRODUCTION 1.1 Significance of the study 1.2 Review of Literature 1.3 Objectives of the Study 1.4 Methodology 1.5 Limitations of the study CHAPTER II 2. RESEARCH DESIGN 2.1 Types of research design 2.2 Data collection from secondary secondary source 2.3 Data collection from primary source 2.4 Scaling techniques 2.5 Questionnaire development and requisitions 2.6 Sampling techniques t echniques 2.7 Field work  CHAPTER III 3. DATA ANALYSIS 3.1 Demographic profile of the respondent 3.2 Data Analysis 3.3 CHY Square Analysis 3.4 Correlation Analysis CHAPTER IV FINDINGS AND SUMMARY CHAPTER V CONCLUSION BIBLIOGRAPHY

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PAGE NO. 07-18 07 08 09 14 16 18 19-23 19 19 19 19 20 21 23 23 24-40 24 24 27 37 39 41 41 42-43 42 42

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List of tables SR NO.

Table No.

DESCRIPTION

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22

2.5(1) 3.1.1 3.1.2 3.1.3 3.2.1 3.2.2 3.2.3 3.2.4 3.2.5 3.2.6 3.2.7 3.2.8 3.2.9 3.2.10 3.3.1 3.3.2 3.3.3 3.3.4 3.4.1 3.4.2 3.4.3 3.4.4

Code Book  Age Sex Income Usage Quality Price Brand Product Range Availability Satisfaction Option Value for Money Comparability Usage vs. Comparability Cross tabulation Usage vs. Comparability CHY Square Usage vs. Satisfaction Cross tabulation t abulation Usage vs. Satisfaction CHY Square Usage vs. Satisfaction Descriptive statistics Usage vs. Satisfaction Correlation Usage vs. Comparability Descriptive statistics Usage vs. Comparability Correlation

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List of tables SR NO.

Table No.

DESCRIPTION

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22

2.5(1) 3.1.1 3.1.2 3.1.3 3.2.1 3.2.2 3.2.3 3.2.4 3.2.5 3.2.6 3.2.7 3.2.8 3.2.9 3.2.10 3.3.1 3.3.2 3.3.3 3.3.4 3.4.1 3.4.2 3.4.3 3.4.4

Code Book  Age Sex Income Usage Quality Price Brand Product Range Availability Satisfaction Option Value for Money Comparability Usage vs. Comparability Cross tabulation Usage vs. Comparability CHY Square Usage vs. Satisfaction Cross tabulation t abulation Usage vs. Satisfaction CHY Square Usage vs. Satisfaction Descriptive statistics Usage vs. Satisfaction Correlation Usage vs. Comparability Descriptive statistics Usage vs. Comparability Correlation

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LIST OF GRAPHS/CHARTS SR NO.

GRAPH NO.

DESCRIPTION

1 2 3 4 5 6 7 8 9 10 11 12 13 14

1.4(1) 3.1.1 3.1.2 3.1.3 3.2.1 3.2.2 3.2.3 3.2.4 3.2.5 3.2.6 3.2.7 3.2.8 3.2.9 3.2.10

Process involved in Market Research Age Sex Income Usage Quality Price Brand Product Range Availability Satisfaction Option Value for Money Comparability

PAGE NO. 16 24 25 26 27 28 29 30 31 32 33 34 35 36

LIST OF ANNEXURE SR NO

DESCRIPTION

PG NO

1

QUESTIONNAIRE

44

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CHAPTER – 1 Introduction: Bata India is a footwear manufacturing company incorporated in 1931.The Company was earlier known as Bata shoe Company which later in 1973 changed the name to BATA INDIA. The company manufactures footwear for men, women and children. The company manufactures shoes of various quality such as leather, rubber, canvas and PVC shoes. Bata Group has worldwide presence across 5 continents, serving 1 million customers per day and operating 4,600 retails stores globally. Prior to incorporation of Bata footwear were manufactured by handicrafts and small enterprise sectors. The company started with its small operation unit at Konnagar (near Calcutta) in 1932.

Currently it has five factories located at Batanagar (west Bengal), Bataganj (Bihar), Faridabad (Haryana), Peenya (Karnataka) and Hosur (Tamilnadu).

VISION: Grow as dynamic, innovative and market driven manufacturer and distributor, with footwear industry while maintaining a commitment to the country, culture, and environment in which they cooperate.

MISSION: To be successful as the most dynamic, flexible and market responsive organization, with footwear as its core business

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1.1 SIGNIFICANCE OF THE STUDY : 













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

India is standing on the threshold of a retail revolution and witnessing fast changing retail scenario, with footwear market set to experience phenomenal growth in coming years. Besides, the entry of numerous international players had a significant impact on the Indian footwear market and the demand for it will continue to grow in future as well according to the “Indian Footwear Market Forecast 2014”.

According to the latest study on the sector, Indian footwear industry possess significant potential with overall market anticipated to grow at a CAGR of around 9% during 2011-2014.

Bata India is the largest company for the Bata Shoe Organization in terms of sales pairs and second largest in terms of revenues. With 1250 stores across the country, it also has the widest retail network.

The company enjoys the highest market share in India and this is evident from the fact that the total retail presence of the company currently is more than thrice that of its closest competitor Liberty. Bata has over 15% market share in the organized Retail market and around 6.5% share in unorganized retail. Bata is still the pioneer in the organized footwear industry but the changing preferences of the consumers is the apex point when the company is aware of and always endeavors to fulfill the demand of the consumers. The statement of the comparative study of the market potentially and consumer perception with the special reference to gents shoes, ladies and kids shoes.

Our research highlights the changed consumer’s behavior towards Bata . Bata has always known for its Hawaii chappals targeting upper middle and middle class. Bata lags in terms of innovation and design patterns; today we can see that the design of  the shoes offered by Bata is not matching with the acceptance of the consumers. Bata India Ltd. In 1990 shifted its focus from upper middle to premium segment which brought them into difficulty . Later they came up with new brands under Bata as Hush Puppies, Marie Claire, Bubble gummer etc.

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

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





According to American Marketing Association, “Marketing Research is the systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services”.

According to Philip Kotler, “marketing research is a systematic problem analysis, model building and fact finding for the purpose of improved decision-making and control in the marketing of goods and services”. According to David Luck, Donald Taylor and Hugh Wales, “marketing research is the application of scientific methods in the solution of marketing problems”.

Marketing research is needed before a product is introduced to the market and on a regular basis throughout its life. Research is not limited to products; it is conducted to answer questions about potential market segments, entire stores, brand names, advertising, pr ices and th every other aspect of marketing. (Arjun Pandit; marketing 14 edition) Marketing research consists of all the activities that enable an organization to obtain the information it needs to make decisions about its environment, marketing mix, and present or potential customers. It is the development, interpretation, and communication of decisionoriented information to be used in all phases of the marketing process. (Michael .J... Etzel; marketing 14th editions).

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IMPORTANCE OF MARKETING RESEARCH BY WARREN .J. KEEGEN TH (GLOBAL MARKETING MANAGEMENT 7 EDITION) 

To make marketing decisions:

Marketing research helps the marketers to make a decision about the product or service. Sometimes a marketer might believe that the new product or service is useful for the customers. Good marketing research strives to provide options for the successful introduction of new products and services. This makes the market entry of a new product less risky. 

Survive the competition:

Marketing research helps in ascertaining and understanding competitor information such as their identity, marketing network, customer focus and scale of operations. With market research one can understand the under-served consumer segments and consumer needs that have not been met. 

Help to decide target markets :

Research helps in providing customers information in terms of their location, age, buying behavior etc. this helps the marketers zero in on the target markets and customers for their products. 

Maximize profits :

Apart from profit maximizing steps such as item optimization, customer profitability analysis and price elasticity, marketing research allows one to find out method that can help to maximize the profits. 

Increasing the sales:

Increasing the sale helps a company in maximizing its profits. By understanding the customer‟s needs, wants and attitude towards the products and determining whether the product fit the bill, market can increase their sales. ARTICLES 1. Consumer perception

It is an important aspect for any industry. Perception is the process by which people select, organize and interpret information to form a meaningful picture of the world. Every day people are exposed to a great amount of stimuli .not all stimuli attracts customers. People also forget whatever they have come across.

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(Article by S. Ramesh Kumar is a Professor in the Marketing Area at IIM Bangalore. He can be reached [email protected] Yogesh Gaur (PGP 2010-12) holds a B.Tech from National Institute of Technology, Calicut. He can be reached [email protected] Vikas Kumar ((PGP 2010-12) holds a B. Tech from SASTRA University, Thanjavur. He can be reached [email protected] Saritha V. (PGP 2010-12) holds a B. Tech from Osmania University, Hyderabad. Shecan be reached [email protected])

Attitude and perception lead to creation of a brand image and it‟s greatly affects the buying criterion of the customer. It is interesting to note how popularity and brand associations of Bata in one generation became detrimental to another brand under its umbrella. Issues relating to the conflicting beliefs of the parent categories as well as other issues can be resolved through appropriate message creation and category associations. Through the article, we look at the ways in which a low involvement footwear brand can use attitudinal dimensions to enhance brand recognition and overcome the intergenerational effects.

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

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

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3. Bata India Ltd posted 58.2% growth in net profit in Q2: This report talks about the improved sales and margin from its shoe line through rapid expansion ,higher expansion, higher response to collections, better customer services and growth in customer base. India „s largest footwear manufacturer and retailer, Bata India posted 58.2% growth in net profit for the second quarter ended June 30 at rs.40.98 crore on a 22.6% rise in net sales at Rs. 429.36 crore. (Writankar Mukherjee, economic times ).

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

This report talk s about Bata‟s expansion to reach out to masses. India „s leading footwear  retailer and manufacturer , Bata India is going to open 70 flagship stores this year which will built as per the global format. (Writankar Mukherjee, economic times). 5. Reasons why Bata shares are rising:

This reports talks about reasons for rising Bata‟s shares. Reasons being: 





Shares of footwear maker Bata India traded nearly 7% higher at Rs. 775 on the Bombay Stock Exchange. According to the budget Proposal, Excise Duty exemption on non-leather footwear has been enhanced from Rs. 250 to Rs.500 per pair. Non  – leather footwear aboveRs.500 per pair will now attract excise duty of 12% from 10%earlier. 30% of Bata‟s sales are from canvas and plastic, hence subject to an exemption from the duty.

Bata pays about 1.5% of sales as Excise duty. th (Profit .ndtv.com 4 march’012). 

6.

School or play, Bata wins the day:

This reports talks about Bata‟s new collection be it school wear or casual, trendy wear. Bata has unveiled its new sporty collection for school children. With an aim to give children extra comfort and mobility the new collection boasts of features and trendy styles that can only be used for school but also to play on the field. Riding on its tradition of providing the best quality footwear to its customers, Bata‟s research and development cell constantly innovates and improves processes to deliver shoes that are trendy, comfortable to wear and offers a great fit. ( Ankit Pandey ; www.fibre2fashion.com)

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7. Bata India restructures its agreement with revised terms and conditions on Calcutta Riverside Project at Bata :

This report talks about Bata‟s joint venture with Metropolitan Group ltd. The objective of  the Joint venture was to create an integrated township that will serve as an economic catalyst for the region. This development is intended to benefit the community within the development and to accelerate the economic development in the neighbouring areas. (economintimes.indiatimes.com).

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

9. Bata to invest 100 crore in West Bengal: Bata is developing new small and medium enterprises (SME) nodes in west Bengal where the company will act a facilitator. Bata is developing new small and medium enterprises (SME) nodes in West Bengal where the company will act as a facilitator. Near the factory site new SME will help in controlling designs, quality, procurement and other divisions which will help in increasing its productivity. ( business standard magazine)

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

In this article we read how Bata has resurgent from past but still they lack behind in terms of  innovation and quality as compared to their competitors. When Marcelo Villagran took  charge of Bata India in early 2005, he was handed a to-list that was as serpentine as Chile, the reed-thin nation he hails from so on the map. Shed flab, improve brand building, bump up By product mix, shut redundant stores, streamline manufacturing, specialize sourcing. (Binoy Prabhakar, ET Bureau Sep 11, 2011, 11.03am IST). 11. Report on Bata India Limited

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

12. Bata India cut costs to increase its ROE: This report talks about how Bata has tried to increase sales by reducing costs by bringing down employee cost and other expenses, outsourcing manufacturing of low margin products and increasing commission sales. Bata India posted its highest ever operating margin in the quarter you December 2011 with

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indications that it will continue to reap the benefits of the business restructuring exercise it has undergone over few years. The company‟s efforts have been on increasing the ROE. (Jwalit Vyas, ET Bureau) 13. Bata to tap Rural Market:

As part of its survival strategy, Bata is planning to strengthen its retail network in rural areas, where it does not have a major presence. The company is implementing a financial recast under which it will utilize the funds from its recent rights issue to repay debts and reduce interest costs. Margins are expected to improve further with cheap shoe imports . (Hindu times). 14. Malini Ramani designs for Bata:

Bata India has collaborated with leading designer Malini Ramani for trendy and contemporary shoes and sandals. This is a smart move by Bata to make its product reach out thereby targeting premium segment. The designer market is unique and full of innovations and Bata as a brand too believes in constant innovations to bring forth the best for their customers. (Hindustan times). 15. Understanding feet’s needs :

Bata launched of “Bata Home delivery service” in India. With this new service, Bata stores can now meet all customers requirement by placing orders on the Central Customer service helping number. The order would be placed on behalf of the customer and the central customer service team will ensure that the product is delivered at the customer‟s chosen address anywhere, in India. It has also launched a dedicated call center for better customer response.

1.3 OBJECTIVES:



To examine the brand awareness among the people:

Here we seek whether the consumers are aware of the existence of the product or not. In today‟s competitive world, creating brand awareness is a very important component. Awareness could be created by adopting right marketing strategy that will help product reaching to its audience. To analyse what all factors are influencing the buying behaviour in footwear industry: There are various factors that influence the buying behaviour of customers. Bata has always been known for is Hawaii chappals and this tag will always be attached to it no matter how much it tries to make changes within the system. Bata focus on upper middle and middle 

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class. Other factors being culture, family, peers, status, occupation, economic situation, lifestyle etc. 

To investigate about the perception of the consumers :

For every company, it is very important to know how the customers perceive its brand. Bata have been perceived as a brand focusing on middle and upper middle class. Consumer perception is not constant it keeps on changing. 

To analyse competitor’s strategy in the market (Liberty, Relaxo) :

For every company it is important to keep an eye on what the competitors are up to. It‟s a competitive world every company tries to bring its product in such a manner that it gets quickly accepted by the audience. Bata till now has been able to secure its position from the rest. 

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

Bata has lacking in its promotion. in order to survive in today‟s competitive world and keeping a pace with them it is important for Bata to come up with brand new advertisement be it newspaper or television. E- Marketing is equally important. 

To know the market potential of Gurgaon :

Bata is a well-known brand in India. But it is important to know how the people of Gurgaon perceive it. Is Gurgaon contributing to the market share of Bata as a whole?



To know future expectations of the buyers :

It is important to know what customers expect out a brand. Do customers prefer Bata for casual footwear or formal footwear? Either they want more variety for both the segments or changes in the existing segment. 

To determine the importance of various attributes of the buyers regarding the choice of their footwear :

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

To determine the annual expenditure affordable by majority of the people or customers on their footwear.

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Research question: 

Are customers concerned about the brand while purchasing the shoes?



Do customers think that there is quality and innovation requirement in Bata?



Are customers brand loyal towards the Bata.



What types of strategies are opted by the competitors to capture the major market share?

1.4 METHODOLOGY: Marketing Research is the process of collecting and analysing and ultimately arrives at certain conclusion. Research comprises of defining and redefining problems, formulating hypothesis, or suggesting solutions, collecting, organizing, and evaluating data, making deductions and reaching conclusions.

The main aim of the research is to find out the truth which is hidden and which has not been discovered as yet. Market analysis has become an integral tool of business policies these days. Research, thus replaces intuitive business decisions by more logical and scientific decisions. Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study various steps that are adopted by a researcher in studying research problem along with the logic behind them. The researcher should not only know how to develop certain indices or tests, how to calculate chi-square etc.

Process involving the following six market research:

Defining the problem and research objectives Develop the research plan

Collect the information

Analyze the information

Present the findings

Make the decision.

FIGURE 1.4.1

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

Through methodology a reader can understand the project work easily and clearly. The methodologies that have been used in the research study are as follows:





Research design



The sampling procedure



Questionnaire design



Data collection procedure

Research design :

Research design is actually a blue print of the research project, and when implemented, it brings the required information for solving the identified marketing problem. The research design indicates the method of research (the method by which the information is gathered), the instruments of the research, the methods of sampling etc. Therefore, we have adopted the Questionnaire method and surveyed the people of Gurgaon by segmenting it in 2: old Gurgaon and new Gurgaon. 

Sampling Procedure :

It is not possible for a researcher to collect data from every member of the population for a particular research due to necessary complications and monetary constraints. We have used Non- probability sampling method because the selection of the sample under this method depends upon the judgement rather than on chance so the selected sample was more representative of the customers of Bata than a random sample. It assures that we will be able to represent not only the overall population, but key subgroups of the population. 

Sampling technique:

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

Size of sample :

We have taken a sample of 100 customers. The survey was taken place at new and old Gurgaon. The age group ranges from 10 to 60 above year of age. The occupation and monthly household salary is also taken into consideration.

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Questionnaire design :

Questions/responses can be roughly classified into two principal groups a) closed  – ended questions b) open-ended questions. In closed – ended questions, a list of acceptable responses is provided to the respondent where in open  – ended questions the acceptable responses are not provided to the respondent and they may answer in his or her own words. We have asked our respondents closed – ended questions thus giving them the options to answer and making it easy for them. 

Data collection procedure :

Data are of two types: a) Secondary data b) Primary data

Secondary data:

In this, data is collected by referring already available data from the company or company  people. Secondary data is basically collected from company‟s personnel. The secondar y data in our survey are basically three types:  Background /profile of the company  Objectives of the company

Information collected from the prospects and customers and non-customers of Bata by having a word directly with them.

Primary data:

Primary data collected through the survey in the form of Questionnaire.

1.5

LIMITATIONS 



 

Time constraint for completing the work with the stipulated time frame. Hence, it was not possible to go for a very wide sample, so the sample size was limited to 100. The collection of primary data was lengthy so it took time to take the complete the response and whole process. The respondent had given some biased and ambiguous responses. Since it is a convenient study, some sort of discrepancies might be there in the available data.

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CHAPTER-2: REASEARCH DESIGN: 2.1 TYPE OF RESEARCH DESIGN Qualitative research: Direct interviews were taken Data is in the form of words, pictures or objects. Qualitative data is more 'rich', time consuming, and less able to be generalized. Uses participant observation, in-depth interviews etc. Quantitative research: The aim is to classify features, count them, and construct statistical models in an attempt to explain what is observed. Data is in the form of numbers and statistics. Quantitative data is more efficient, able to test hypotheses, but may miss contextual detail.

2.2 DATA COLLECTION FROM SECONDARY SOURCES

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

Magazines



Different web sites and portals



Newspapers etc.

So this was the only collection as secondary source in this regard. 2.3 DATA COLLECTION FROM PRIMARY SOURCES

This marketing research was field survey that was personally done through questionnaires, the research was based on primary and secondary data but first we will talk about primary data. For collecting primary data the survey was done through questionnaires which was personally given to customers and general public and was filled by them. Questionnaire: It consist of questions presented to respondents for their answers due to its flexibility, it is by far the most common instruments used to collect the primary data hence in our survey questionnaire was used to collect:  Dictomous  Multiple choice Questions and it mostly contained closed ended questions

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Personal interview: The respondents were contacted and data were collected on the basis of  the personal interview which is the most versatile method of contact. With the help of this method a more close face to face interview and response were recorded.

We collected the information by visiting several mall in Gurgaon like: 

MGF



Lifestyle



Sahara mall

Prior to the survey the work was divided among the group members and then all the work  was done of personal basis 2.4 SCALING TECHNIQUES: Mainly there are two types of scaling techniques:  Comparative scales: A comparative scale is an ordinal or rank order scale that can

also be referred to as a nonmetric scale. Respondents evaluate two or more objects at one time and objects are directly compared with one another as part of the measuring process  Non comparative scales: Continuous rating scale (also called the graphic rating scale)  –  respondents rate items by placing a mark on a line. The line is usually labelled at each end. There are sometimes a series of numbers, called scale points, (say, from zero to 100) under the line. Scoring and codification is difficult. PRIMARY SCALES CONSIST OF:  Nominal scale: Nominal scale is a figurative scheme in which the numbers serve only

as labels or tags for identifying and classifying objects.  Ordinal scale: a ranking scale in which numbers are assigned to objects to indicate the relative extent to which some character is possessed.  Interval scale: a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristics being measured.  Ratio: the highest scale. It allows the researcher to identify or classify objects; ranks order the objects, and compare intervals or differences. It is also meaningful to compute ratios of scale values.

We used nominal scale and likert 5 points in our project: That consists of 5 points: Strongly disagree, disagree, neutral, strongly agree, Agree

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2.5 QUESTIONNAIRE DEVELOPMENT AND PRE TESTING:

There are 2 sections in our questionnaire: Sec A: Details of the respondent: This sections talks about the name, sex, and age of the respondent along with income of the respondent. Sec B: Questions regarding there preference about the product: This section consists of questions that talk about  awareness,  loyalty,  preference, and  Others factors about the product. 2.5.1 CODE BOOK: Variable Names

Age

Gender Occupation

Income

Q1.

Kind of Shoes

Q2.

Willing to buy

Q3.

Preference

Coding

1. 2. 3. 4. 1. 2. 1. 2. 3. 4.

10 to 20 21 to 40 41 to 60 60 and above Male Female Student Unskilled Labourers Senior Officer Businessman

1. 2. 3. 4. 5.

Up to 10,000 10,000 to 20,000 20,000 to 50,000 50,000 to 1,00,000 Above 1,00,000

1. 2. 1. 2. 3. 1. 2. 3.

Branded Unbranded Seasonal Occasional Can‟t say Quality Price Range of Products

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4. 1. 2. 3. 1. 2. 3. 4.

Durability Casual Formal Sports Wear Malls Departmental Stores Retailers Can‟t Say

1. 2. 1. 2.

Yes No Yes No

Q4.

Product Range

Q5.

Place

Q6.

Price conscious

Q7.

Awareness

Q8.

Source

1. Friends 2. Family 3. Advertisement

Q9.

Usage

1. Yes 2. No

Q10.

Quality

1.Strongly 2.disagree 3.neutral 4.agree 5.Strongly disagree agree 1.Strongly 2.disagree 3.neutral 4.agree 5.Strongly disagree agree 1.Strongly 2.disagree 3.neutral 4.agree 5.Strongly disagree agree

Price Brand Name Range Products

Of 

Easy availability Q11.

Satisfaction

Q12.

Price range

Q13.

Price attraction

Q 14.

Options in Bata

Q 15.

Availability showroom

in

1.Strongly 2.disagree 3.neutral 4.agree 5.Strongly disagree agree 1.Strongly 2.disagree 3.neutral 4.agree 5.Strongly disagree agree 1. 2. 1. 2. 3. 1. 2. 3.

Yes No Low Medium High Yes No Can‟t Say

1. 2. 3. 1. 2. 3.

Formal Casual Sports Wear Yes No Can‟t Say

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Q16.

Value for money

1. Yes 2. No 3. Can‟t Say

Q17.

Comparability

1. Yes 2. No 3. Can‟t Say

Q18.

Awareness

1. 2. 3. 4.

Relaxo Paragon Lakhani Liberty

2.6 SAMPLING TECHNIQUES:

We used Non-probability technique (convenient sampling) mode to fill the data in questionnaire. As the area we covered was not so vast that it could be broken in to quota sampling, so we divided the place into two parts and followed the convenient sampling to collect the data. 2.7 FIELD WORK:

As we did the collection of data on personal basis, so there was a lot field work that was done by us. There were 6 members in the group and it was divided into 2 teams 3 members in each group  One team went to old Gurgaon bus station  Another team went to new Gurgaon, mainly to the malls, we visited Sahara mall, MGF mall, lifestyle mall and completed our field work whole field work was done in three days in 1 hour on daily basis, was sufficient to complete the whole data entries.

20

MARKRT RESEARCH | BATA

CHAPTER- 3: 3.1 DEMOGRAPHIC PROFILE OF RESPONDENT AGE

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

O-20

10

10.0

10.0

10.0

20-40

76

76.0

76.0

86.0

40-60

10

10.0

10.0

96.0

ABOVE 60

4

4.0

4.0

100.0

Total

100

100.0

100.0

Table 3.1.1

AGE 80.0 70.0 60.0 50.0 40.0

76.0

AGE Percent

30.0 20.0 10.0 10.0

10.0

4.0

0.0 O-20

20-40

40-60

ABOVE 60

FIGURE 3.1.1

As per chart we can see that 76% people under the age group of 20-40, 10% people of age group 0-20, 10% people of age group 20-40, 4% people of above 60 age have filled our questionnaire.

21

MARKRT RESEARCH | BATA

SEX

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

F

31

31.0

31.0

31.0

M

69

69.0

69.0

100.0

Total

100

100.0

100.0

Table 3.1.2

SEX 80.0 70.0 60.0 50.0 SEX Percent 40.0 69.0 30.0 20.0 31.0 10.0 0.0 F

M

FIGURE 3.1.2 As per chart we can see that 69% male and 31% female have filled our questionnaire.

22

MARKRT RESEARCH | BATA

INCOME

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

0-10000

21

21.0

21.0

21.0

10000-20000

10

10.0

10.0

31.0

20000-50000

35

35.0

35.0

66.0

50000-100000

18

18.0

18.0

84.0

ABOVE 100000

16

16.0

16.0

100.0

Total

100

100.0

100.0

Table 3.1.3

INCOME 40.0 35.0 30.0 25.0 20.0 35.0

INCOME Percent

15.0 10.0

21.0

5.0

18.0

16.0

10.0

0.0 0-10000

10000-

20000-

50000-

ABOVE

20000

50000

100000

100000

FIGURE 3.1.3 As per the chart we can see that 35 % people of income group of 20,000-50,000, 21% people of income group of 0-10,000, 18% people of income group of 50,000-1,00,000, 16% people of income group of above 1,00,000, 10% people of income group of 10,000-20,000 have filled our questionnaire.

23

MARKRT RESEARCH | BATA

3.2 DATA ANALYSIS

USAGE

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

YES

89

89.0

89.0

89.0

NO

11

11.0

11.0

100.0

Total

100

100.0

100.0

Table 3.2.1

USAGE 0% 11%

YES NO 89%

FIGURE 3.2.1 As per the chart we can see that 89% people have used Bata Shoe and 11% people have never used Bata Shoe.

24

MARKRT RESEARCH | BATA

QUALITY BATA

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

STRONGLY DISAGREE 8

8.0

8.0

8.0

DISAGREE

3

3.0

3.0

11.0

NEUTRAL

27

27.0

27.0

38.0

AGREE

49

49.0

49.0

87.0

STRONGLY AGREE

13

13.0

13.0

100.0

Total

100

100.0

100.0

Table 3.2.3

QUALITY BATA 0% 13%

3% 8%

STRONGLY DISAGREE 27% DISAGREE NEUTRAL 49%

AGREE STRONGLY AGREE

FIGURE 3.2.2 As per the chart we can see that 49% people agree, 13% people strongly agree, 3% disagree, 8% people strongly disagree and 27% people satisfied with quality of Bata shoe.

25

MARKRT RESEARCH | BATA

PRICE BATA

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

STRONGLY DISAGREE 7

7.0

7.0

7.0

DISAGREE

11

11.0

11.0

18.0

NEUTRAL

27

27.0

27.0

45.0

AGREE

42

42.0

42.0

87.0

STRONGLY AGREE

13

13.0

13.0

100.0

Total

100

100.0

100.0

Table 3.2.3

PRICE BATA 0% 13%

7% 11% STRONGLY DISAGREE DISAGREE 27%

NEUTRAL

42% AGREE STRONGLY AGREE

FIGURE 3.2.3 As per the chart we can see that 42% people agree, 13% people strongly agree, 11% disagree, 7% people strongly disagree and 27% people satisfied with pricing of Bata shoe.

26

MARKRT RESEARCH | BATA

BRAND BATA

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

STRONGLY DISAGREE

4

4.0

4.0

4.0

DISAGREE

8

8.0

8.0

12.0

NEUTRAL

35

35.0

35.0

47.0

AGREE

41

41.0

41.0

88.0

STRONGLY AGREE

12

12.0

12.0

100.0

Total

100

100.0

100.0

Table 3.2.4

BRAND BATA 0% 12%

4%

8% STRONGLY DISAGREE DISAGREE 35%

41%

NEUTRAL AGREE STRONGLY AGREE

FIGURE 3.2.4 As per the chart we can see that 41% people agree, 12% people strongly agree, 8% disagree, 4% people strongly disagree and 35% people satisfied with brand image of Bata shoe.

27

MARKRT RESEARCH | BATA

PRODUCT RANGE BATA

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

STRONGLY DISAGREE 3

3.0

3.0

3.0

DISAGREE

13

13.0

13.0

16.0

NEUTRAL

39

39.0

39.0

55.0

AGREE

36

36.0

36.0

91.0

STRONGLY AGREE

9

9.0

9.0

100.0

Total

100

100.0

100.0

Table 3.2.5

PRODUCT RANGE BATA 3% 9%

13% STRONGLY DISAGREE DISAGREE

36%

NEUTRAL 39%

AGREE STRONGLY AGREE

FIGURE 3.2.5 As per the chart we can see that 36% people agree, 9% people strongly agree, 13% disagree, 3% people strongly disagree and 39% people satisfied with product range of Bata shoe.

28

MARKRT RESEARCH | BATA

AVAILABILITY BATA

Frequency

Percent

Valid Percent

Cumulative Percent

4

4.0

4.0

4.0

DISAGREE

6

6.0

6.0

10.0

NEUTRAL

27

27.0

27.0

37.0

AGREE

44

44.0

44.0

81.0

STRONGLY AGREE

19

19.0

19.0

100.0

Total

100

100.0

100.0

STRONGLY DISAGREE Valid

Table 3.2.6

AVAILABILITY BATA 19%

4%

6%

STRONGLY DISAGREE 27% DISAGREE NEUTRAL AGREE

44%

STRONGLY AGREE

FIGURE 3.2.6 As per the chart we can see that 44% people agree, 19% people strongly agree, 6% disagree, 4% people strongly disagree and 27% people satisfied that Bata shoe is easily available.

29

MARKRT RESEARCH | BATA

SATISFACTION

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

YES

38

38.0

38.0

38.0

NO

62

62.0

62.0

100.0

Total

100

100.0

100.0

Table 3.2.7

SATISFACTION 0%

38%

YES 62% NO

FIGURE 3.2.7 As per the chart we can see that 38% people are satisfied and 62% people are unsatisfied with this brand.

30

MARKRT RESEARCH | BATA

OPTION

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

FORMALS

39

39.0

39.0

39.0

CASUALS

48

48.0

48.0

87.0

SPORTSWEAR

13

13.0

13.0

100.0

Total

100

100.0

100.0

Table 3.2.8

OPTION 0% 13% 39% FORMALS CASUALS 48%

SPORTSWEAR

FIGURE 3.2.8 As per the chart we can see that 48% people said that they found casual shoe, 39% people said that they found formal shoe and 13% people said that t hey found sportswear shoe in Bata showroom.

31

MARKRT RESEARCH | BATA

VALUE FOR MONEY

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

YES

57

57.0

57.0

57.0

NO

22

22.0

22.0

79.0

CAN'T SAY

21

21.0

21.0

100.0

Total

100

100.0

100.0

Table 3.2.9

VALUE FOR MONEY 0% 21%

YES 57%

22%

NO CAN'T SAY

FIGURE 3.2.9 As per the chart we can see that 57% people said that they got the value for their money and 22% people said no and 21% people said nothing.

32

MARKRT RESEARCH | BATA

COMPARABILITY

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

YES

67

67.0

67.0

67.0

NO

14

14.0

14.0

81.0

CAN'T SAY

19

19.0

19.0

100.0

Total

100

100.0

100.0

Table 3.2.10

COMPARABILITY 0% 19%

14%

YES

67%

NO CAN'T SAY

FIGURE 3.2.10 As per the chart we can see that 67% people said that they found good quality in others brand also, 14% people said that they did not find such quality in others and 19% people said nothing.

33

MARKRT RESEARCH | BATA

3.3 CHY SQUARE ANALYSIS USAGE VS COMPARABILITY CROSSTABULATION

Ho: People used Bata have found good quality in other brands H1: People used Bata have not found good quality in other brands

COMPARABILITY

YES USAGE NO Total

Total

YES

NO

CAN'T SAY

Count

63

13

13

89

Expected Count

59.6

12.5

16.9

89.0

Count

4

1

6

11

Expected Count Count

7.4 67

1.5 14

2.1 19

11.0 100

Expected Count

67.0

14.0

19.0

100.0

Value

Df

Asymp. Sig. (2-sided)

2 2 1

.006 .017 .004

Table 3.3.1 Chi-Square Tests

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

a

10.163 8.096 8.512 100

a. 2 cells (33.3%) have expected count less than 5. The minimum expected count is 1.54. Table 3.3.2

Results  As per the table 3.3.1 we can see that the difference of observed and expected value

between who used Bata and found good quality in other brands is more so we can say that there is no dependency between these two parameters.  The chi-squared test statistic is 10.163 with an associated p(.006) < 0.05.  The null hypothesis is accepted, since p < 0.05, and a conclusion is made that the people who used Bata found same quality in other brands also.  So we will accept the null hypothesis.

34

MARKRT RESEARCH | BATA

USAGE VS SATISFACTION

Ho : People used Bata are not satisfied. H1 : People used Bata are satisfied.

CROSSTABULATION

SATISFACTION

YES USAGE NO Total

Total

YES

NO

Count

38

51

89

Expected Count

33.8

55.2

89.0

Count

0

11

11

Expected Count Count

4.2 38

6.8 62

11.0 100

Expected Count

38.0

62.0

100.0

Table 3.3.3

Chi-Square Tests

Value Pearson Chi-Square b Continuity Correction Likelihood Ratio Fisher's Exact Test Linear-by-Linear Association N of Valid Cases

a

7.575 5.871 11.338

Df

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

1 1 1

.006 .015 .001 .006

7.499

1

.004

.006

100

a. 1 cells (25.0%) have expected count less than 5. The minimum expected count is 4.18. b. Computed only for a 2x2 table Table 3.3.4 Results  As per the table 3.3.2 we can see that the difference of observed and expected value

between who used Bata and satisfied with this brand is more so we can say that there is no dependency between these two parameters.  The chi-squared test statistic is 7.575 with an associated p(.006) < 0.05.  The null hypothesis is accepted, since p < 0.05, and a conclusion is made that the people who used Bata are not satisfied with this brand.  So we will accept the null hypothesis.

35

MARKRT RESEARCH | BATA

3.4 CORRELATIONS ANALYSIS

USAGE AND SATISFACTION

Descriptive Statistics

Mean

Std. Deviation

N

USAGE

1.11

.314

100

SATISFACTION

1.28

.451

100

Table 3.4.1

Correlations

Pearson Correlation USAGE

SATISFACTION

USAGE

SATISFACTION

1

.350

Sig. (2-tailed)

**

.000

N Pearson Correlation

100 ** .350

Sig. (2-tailed)

.000

N

100

100 1 100

**. Correlation is significant at the 0.01 level (2-tailed). Table 3.4.2

Both the factors are positively correlated as the value of r=0.350 which means that if more people who have used Bata are satisfied.

36

MARKRT RESEARCH | BATA

USAGE AND COMPARIBILTY

Descriptive Statistics

Mean

Std. Deviation

N

USAGE

1.11

.314

100

COMPARABILITY

1.52

.797

100

Table 3.4.3

Correlations

Pearson Correlation USAGE

COMPARABILITY

USAGE

COMPARABILITY

1

.293

**

Sig. (2-tailed)

.003

N

100

100

Pearson Correlation

.293

Sig. (2-tailed)

.003

N

100

**

1

100

**. Correlation is significant at the 0.01 level (2-tailed). Table 3.4.4

Both the factors are positively correlated as the value of r=0.293 which means that if more people who have used Bata got the same quality in other brands also.

37

MARKRT RESEARCH | BATA

CHAPTER – 4 FINDINGS AND SUMMARY

1. Bata foot wear is one of the leading footwear regarding its quality and price. We found that approximately 60.4% of the respondents are satisfied with it. And 11.5 are unsatisfied. 2. Price comes the next factor which has a strong effect. From the customers view point 55.1% feel that Bata products are reasonably priced, whereas 21% feels it is of high price. It is seen that some authorized dealers want the change in price.

3. While talking on the usage of BATA point of view it was found that 86.7 of the customers have flexible used Bata Footwear whereas rest has not used Bata.

4. While doing the survey it was found that with the customers wants Bata footwear to be more Stylish, Economical and more product differentiate.

5. On festival time BATA has got an influential role in affecting the sales of Bata Footwear.

6. People aged between 20-40 consists of 76.5% usage of BATA and after that 9.2% consist of people aged between 40-60.

7. Mostly BATA shoes are used by man i.e. 68% as compared to women i.e. 31.6%.

8. From our research we came to know that 55.1% agree that BATA is value for money and 21.4% disagrees with that point.

9. People having income between 20000-50000 are having more % who are using BATA as compared to other income groups.

38

MARKRT RESEARCH | BATA

CHAPTER – 5 CONCLUSION

Bata India limited is though a well-established company but it faces some of the major constraints which affect the company's demand. Hence, to carry out its business successfully through the optimum customer satisfaction, some of the following suggestions are given.  Bata India limited must increase their promotional activities. Though Bata goes for

display boards and hoardings, it must increase its advertisement in the T.V. as it offers a wide geographic coverage and flexibility in when the message can be spread.  Bata India limited must concentrate on its pricing policy as its some high price

strategy affects the lower income group which ultimately decreases its demand.  It is seen from the survey that the demand for ladies footwear is quite less, so the

company must take necessary steps to improve its sales in the ladies footwear segment.  The demand of the sports show in the Bata Footwear is quite low, so the company

must take up an immediate step so as to get the followed in the sportswear.  The young generation doesn't go for Bata footwear. So the company must take up

necessary steps to manufacture is product in such fashion, which will enable to capture the younger generation market.

 Thus by adopting the above policies, it may help the company to increase its market

coverage and thus gaining the target profit and desire company objective to the optimum fulfillment of the customer satisfaction

39

MARKRT RESEARCH | BATA

BIBLIOGRAPHY 

Use of social networking to overcome inter-generation effects (2012 by Debbie donner , ehow contributor, 05march 2012)



Bata India Ltd posted 58.2% growth in net profit in Q2 (Writankar Mukherjee , economic times )



Bata India to open 70 flagship stores this year (Writankar Mukherjee, economic times)



Reasons why Bata shares are rising (Profit .ndtv.com 4th march’012)



School or play, Bata wins the day



Bata India restructures its agreement with revised terms and conditions on Calcutta

( Ankit Pandey ; www.fibre2fashion.com)

Riverside Project at Bata

(economintimes.indiatimes.com)



Bata : nest foot forward

(Priya Kansara Pandya / Mumbai; business-standard)



Bata to invest 100 crore in West Bengal (business standard magazine)



Resurgent Bata India gets expanding at break  –neck speed

(Binoy Prabhakar, ET Bureau

Sep 11, 2011, 11.03am IST) 

Report on Bata India Limited (www.slide share.net) By students of Kohinoor business school, khandala )



Bata India cut costs to increase its ROE (Jwalit Vyas, ET Bureau)



Bata to tap Rural Market (Hindu times)



Malini Ramani designs for Bata (Hindustan times)

40

MARKRT RESEARCH | BATA

LIST OF ANNEXURE Section :1 Details of Respondent Name: Sex: Age: 0-20 [ ] 20-40 [ ] Occupation: Student [ ] Unskilled Laborers [ ]

40-60 [ ]

above 60 [ ]

Senior Officer [ ]

What is your average monthly household income? Up to 10,000 [ ] 10,000-20,000 [ ] 50,000-1, 00,000 [ ] Above1, 00,000

business [ ]

20,000-50,000 [ ]

[ ]

SECTION – B CONSUMER PERCEPTION

1) What kind of shoes do you prefer? 1. Branded [ ]

2. Unbranded [ ]

2) When you are willing to buy shoes? 1. Seasonal [ ]

2. Occasional [ ]

3. Can‟t say [ ]

3) What do you prefer in shoes? 1. Quality [ ]

2. Price [ ]

3. Range of products [ ]

4.Durability [ ]

4) What product range are you looking for? 1. Casual [ ]

2. Formal [ ]

3. Sportswear [ ]

5) From where do you buy shoes? 1. Malls [ ]

2.Departmental stores [ ] 3.Retailers [ ]

6) Are you pricing conscious? 1. Yes [ ]

2. No [ ]

7) Have you heard about BATA? 1. Yes [ ]

2. No [ ]

41

4.Can‟t say [ ]

MARKRT RESEARCH | BATA

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

2. Family [ ]

3.Advertisement [ ]

9) Have you used BATA? 1. Yes [ ]

2.No [ ]

10) What did you liked in BATA?( The reasons in a five point scale in the order of preference) Variable

Strongly Disagree Disagree

Neutral Agree

Strongly Agree

Quality

1. [ ]

2. [ ]

3. [ ]

4. [ ]

5. [ ]

Price

1. [ ]

2. [ ]

3. [ ]

4. [ ]

5. [ ]

Brand name

1. [ ]

2. [ ]

3. [ ]

4. [ ]

5. [ ]

Range of products 1. [ ]

2. [ ]

3. [ ]

4. [ ]

5. [ ]

Easy availability 1. [ ]

2. [ ]

3. [ ]

4. [ ]

5. [ ]

11) Are you satisfied with brand BATA? 1. Yes [ ]

2.No [ ]

12) What price range does BATA offer you? 1. Low [ ]

2. Medium [ ]

3.High [ ]

13) Are the prices of BATA shoes capable to attract customers? 1. Yes [ ]

2. No [ ]

3.can‟t say [ ]

14) What are the options you get in BATA? 1. Formals [ ]

2.Casuals [ ]

3.Sportswear [ ]

15) Is all the product range available in one single showroom? 1. Yes [ ]

2. No [ ]

3.Can‟t say [ ]

42

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