RAJIV BISHNOI

8/7/2019 RAJIV BISHNOI

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A

RESEARCH

PROJECT

ON

AN ANALYTICAL STUDY ABOUT THECONSUMER PERCEPTION TOWARDS

BATAS PRODUCTS AT JAIPURSUBMITTED IN THE PARTIAL REQUIREMENT FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION (MBA)2008-10

MBASUPERVISED BY:- SUBMITTED BY:-MR. D.K.AGARWAL RAJEEV KUMER LECTURER, SCMIT, SIKAR E./No.:- 08061505065SPECIALIZATION: MARKETING MANAGEMENTMARKETING MANAGEMENT

SHEKHAWATI COLLEGE OF MANAGEMENT &INFORMATION TECHNOLOGY, SIKAR (RAJ.)

SUBMITTED TO:-

DIRECTORATE OF DISTANCE EDUCATION


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GURU JAMBHESHWAR UNIVERSITY OF SCIENCE ANDTECHNOLOGY HISAR (HARYANA)-125001

CERTIFICATE

This is to certify that this research project entitled AN ANALYTICAL

STUDY ABOUT THE CONSUMER PERCEPTION TOWARDS

BATAS PRODUCTS AT JAIPUR Submitted in fulfillment for the

degree of Master of Business Administration to the Department of Business

Management, GJU, Hisar. This is a benefited research work carried out by

RAJEEV KUMAR under my supervision and no part of this project has

been submitted for any other degree.

This assistance and help received during the course of investigation has beenfully acknowledged.

Mr. D.K.AGARWAL (Lecturer in Management)

SCMIT, SIKAR


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CANDIDATES DECLARATION

This is to certify that my self RAJEEV KUMAR have completed

the research project entitled AN ANALYTICAL STUDY ABOUT

THE CONSUMER PERCEPTION TOWARDS BATAS

PRODUCTS AT JAIPUR I am certifying that this research

project has not submitted to any university for other degree. Above

all information is true to the best of my knowledge and if you find

any mistake, I am self liable to reject my research project and take

action according to university authority.

Date (Name and signature of Candidate)

Place Mr. RAJEEV KUMAR


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ACKNOWLEDGEMENT

It is right fact that Each work is simple but starting is hard. The

project would not be complete without a mention of those, who

have spread their valuable time and shared their rich experience in

making this project a success. I owe my indebtedness to Mr.

D.K.AGARWAL (Lecturer in ManagementSCMIT, SIKAR)

for their supervision and guidelines. He has been kind enough to

lend his help and spare his valuable time throughout the project. I

am thankful for his continuous motivation and encouragement.

I extend my heartfelt thanks to Mr. Ranjeet sir (Director

SCMIT, SIKAR). And also thankful to RAJKAMAL BISHNOI

for their help and support.

I express a deep sense of gratitude to our parent and friends

who gave me a full fledged support throughout my project.

Because without friend and family support we cant success.

Last but not least I wish to express my thanks to all thosewho directly or indirectly help me for completion of this research

project.

Mr. RAJEEVKUMAR


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GUIDE CERTIFICATE

Certified that work don by Mr. RAJEEV KUMAR

Enrollment No-08061505065is in original and is of

the standard expected to be MBA student

Guide signature Director Signature

(With seal)


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CONTENTS

1. Synopsis

2. Declaration

3. Acknowledgement

4. Executive summary

5. Introduction

6. About the organization

7. Project assigned : Analysis of Customer Survey

8. Conclusions

9. Suggestions & Recommendations

10. Appendix-1

11. Appendix-2

12. Reference/ Bibliography


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EXECUTIVE SUMMARY

Bata is the world's largest manufacturer and marketer of footwear. Bata is the

leader in the use of modern technology and the latest management and marketing

techniques.

The problem of the study is to find out the factors affecting the demand of Bata

Footwear, evaluate the ecstasy of satisfaction provided by the company to the

customers and the rate of preference to footwear's with specified reference to Bata.

This study acts as a minor of a company to reflect a clear image of the BataFootwear in the minds of its customers. It also unveils the views and opinions of

its managers and authorized dealers which will intimately enable it to have a better

company policy.


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GENERAL NTRODUCTION

AN EYEVIEW OF THE FOOTWEAR INDUSTRY

To identify the period when the footwear was made is not an easy job. The ancient

carvings and drawings depicts the use of footwear which suggests its origin a

thousands of year ago. A primitive man made his own shoes from the skin of wild

animals to protect from natural calamities. So, from the very beginning it's the

protection to the feet that was the ultimate purpose of the footwear.

Shoemakers were the first c rafts men to establish guilds in the middle ages and

through the wild societies of craftsmen where common tends, came a standard of

quality which earned the shoe -makers well established position in the community.

The quality and care the shoe makers have taken with this craft, has earned place

in the history and Bata shoe organization is proud to follow this tradition of fine

quality craftsmanship.

During 16th century the high levels was introduced which were worn both men

and women. In the later 1st century shoe styles went drastic changes. The brief

history of shoes shows as fluctuating picture where in the beginning necessity

dictated style and then.

Its 73 manufacturing unit's produce a vastly comprehensive line

of footwear from women's high fashion shoe to Artic boots, men's

dress shoes to popular sports shoes and shoes for children.


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It operates 6300 company owned stores all over the world. These include Bata

family, Atheletes world, Bubblegummers, Myrys, Rizzi, Heyraud and Marie

Claire Stores. In addition, Bata has over 50000 independent retailers. The

production land sales total 270,000,000 pairs of shoes per day. The Bata shoe

organization has 67,000 employees on its roll today. Bata Limited, the World

Head Quarters of the Bata Shoe Organization, located in Toronto, is manned by

experts in manufacturing, retailing, marketing, finance, product development and

personnel. A workforce that is available for training and guidance in all operation

in field.

Bata will remain a household name to the people of India. It producers footwear

for the family, with a chain of modern stores all around country and bringing in

new trends and brand extensions to suit the needs of traditional and trendy. But

there is also the unseen facet of the company.

Its giant infrastructure and the network of the people working towards one

common goal; to give to the customer, service and value that he deserves through

relentless search for quality and pursuit of excellence. Looking towards the next

century Bata India dreams bigger dreams, with its feet placed on reality. Even

with optimism, this is the golden profile of Bata India.


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TITLE:

"A Comparative Study of The Different Factors Affecting The Demand For Bata

Footwear in Jaipur & Sikar City".

METHODOLOGY:

Two sets of self - administered questionnaire were prepared for the manager/s

retailers of the company.

SAMPLING PROCEDURE

Sampling Frame: The company provided addresses of its major outlets concerningarea wise. The major outlets were in the central Bangalore.

A total of 7 Bata showrooms were visited. Customers ranging from 20 - 60 were

interviewed. About 50 customers were interviewed in Bata showrooms. The

remaining 10 were interviewed at random.

POPULATION

Only existing customers of Bata Footwear

Sample Size :

No. of Bata showrooms visited 07

No. of total customers interviewed 60

Total 67


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INTRODUCTION


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COMPANY PROFILE

It was January, pre independence era, when the Bata shoe company purchased

acres of land from the port commissioners and small land holders at a place in the

outskirts of Calcutta. This land was filled with deep ditches, remnants of burn and

company's brickfields. So thick were the forests surrounding the place wild

animals roamed around?

Within the few months, the Consul General of Czechoslovakia laid the foundation

stone of first building and name the township Batanagar. Serious construction

work began in under the direction of Mr. Martin the architect of the architect of

the company. By 1936 shoes were being manufactured in the factory and soon by

1939 the Batanagar factory became 'self sufficient in many ways. During the

World War II, the factory's production was greater enough to meet war

requirements Thereafter growth and progress was steadily soaring upwards. New

installation and new schemes for the worker gradually made Bata India a

household name in the country.

In less than 60 years since its operation began in 1931. the modest factory in

Konnagar of West Bengal representing Bata India has mushroomed into a

corporate giant in India's industrial map.


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BATA SHOE ORGANIZATION

To organization is the world's largest manufacturer and marketer of footwear. It

has 83 companies spread all over the glob both in developed and developing

countries. The organization is a 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 shoe to Artie boots, men's dress shoes to popular sports

shoes and shoes for children.

It operators 6300 company owned stores all over the world. These include Bata

family, Arthletes world, Bubblegummers, Myrys. Rizzi, Heyraud and Marie

Claire Stores. In addition, Bata has over 5000 independent retailers. The

production and sales total 2710000000 pairs of shoe per day. The Bata shoe

organization has 67,000 employees on its roll today.

Bata limited, the World Head Quarters of the Bata Shoe organization, located in

Toronto, is manned by experts in manufacturing, retailing , marketing, finance,

product development and personnel. A wor k force that is available for training and

guidance in all operation. in field..


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A CORPORATE PROFILE

Today Bata has become a legend. Behind it, is a saga of determination and

pursuit of excellence-A spirit of enterprise has made Bata India a complex

multidimensional giant., ever at the service of millions of people in India.

Today - The largest Footwear Manufacturing in India

The shoe organization is the largest shoe marketing manufacturing organization

in the world. The biggest footwear maker has a wide wingspan - it covers the

entire length and breadth of the country. The company prides itself in having four

manufacturing units. Pursuing an active policy of encouraging export since 1953,

Bata India exports the largest number and canvas from the country.

PRESENT SCENE AT BATA

a) About the organization

Asia's largest footwear company strives to maintain its lead within image of

superiority, professionalism and round the clock efficiency. A visit to any factory

or office in the country bears testimony to that. Bracing to meet the 26 - century,

Bata is gearing itself to the latest technology and a forward - looking approach to

human resource development.

In sheer numbers, a staggering 16,000 ( and many more) people work at

functional centers in Bata India, while another 200,000 are indirectly employed.


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b) The world of Bata India.

There are 4 factories : AT Batangar near Calcutta, at Faridabad in Haryana, at

Bataganj near Patna and at Peenya in Bangalore and Houser in Tamilnadu.

Taking stock of them all means accounting for thousands of trained men and

millions of footwear on the production linen.

Of the two tanneries, the biggest and Asia's largest in situated at Mokamehghat.

Tanning 10 million hides per annum; both this end and the one at Batanagar and

fitted with machineries to produce top class leather for domestic as well as

international markets

c) Company Objectives

in one word "manifold" is the catchword for describing its objectives, from

attaining peak professionalism to earning the trust of every probable customer,

locally or globally that is what the company aims for.

In a sense it is a multimensional drive to

Maintain high quality at all the times

Create a peaceful and harmonious working environment

Maintain leadership and market through excellence in service and product

and

Gain trust and respect as a socially responsible corporate citizen and the

confidence of customers and shareholders.


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d) Exports Expertise

Bata India exports 80% of the total canvas and rubber footwear from the country.

Besides it has won accolades and contracts from famous companies like British

Shoe Corporation, Bensons, Olivers, Marlow, Kidderminister, and F.W. Willis in

the UK, Shoe City Inc and Pic N Pay stores in the USA as Meldgaard and

Roasted in France.

In the last five years more than 19 million pairs of footwear were manufactured

and exported by Bata India, International giants such as Germany, USA,

Denmark, New Zealand, Canada and France have recognized and given the

company continues to win prestigious CAPEXIL award for record export

achievement year after year.

e) Concerned citizen

Thinking green efforts are being made by the company to preserve theenvironment. Saving the Ganga River is a project that has made significant

contribution in the direction. Today, at considerable cost the company has made

sure that the effluents from the tanneries are treated in a new sophisticated

treatment plant so that they do not pollute the river Ganga at Mokamehghat and

at Batanager.

Bata India has joined hands with the world Wildlife Fund (WWF) to protect the

natural environment and its wildlife. Though an arrangement with the apex body

of WWF a part of Sales proceeds from the 'Power " WWF collection of T-Shirts


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and Jackets, is being donated to the WWF. Acting locally, thinking globally Bata

India is one of the first to come forward to preserve nature.

f) The people our asset

The company firmly believes that giving its people the right encouragement yield

incomparable rewards. Even with the technology and progress, man does not

take second place in 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 its people into thinking globally.

Always, abreast with currents and technologies. Bata India brings latest in - line

technology in factory and the workers to many work

force shrinks in direct proportion to their rate of technological tuning. Bata India

keeps its employment levels steady.

g) REACHING OUT- RETAILERS THAT MEET THE

CUSTOMER NEEDS

Recently there has been a tremendous change in the country's retail scene.

The retail boom has hit India. a pioneer in retailing was ready to meet the

challenges of the 90's. well - located stores cater to the needs of the customers

according to their expectations and lifestyles.


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Bata India operates a unique chain of 1230 retail outlets, 100 franchise stores and

more than 300 wholesales. It is backed by 12 computerized distribution centers

and 4 franchise distribution centers located at strategic place. It operates 23

depots that supply to 300 wholesalers. The se in turn serve more than 10,000

BSC retailers ( Bata India's wholesale Division) outlets literally in the out backs

to meet the footwear needs of the country.

This dual servicing policy has given the company a unique edge over others.

Quality - the key to better business has opened the doors to Bata India for golden

opportunities. Adidas selected the Company for a collaborative venture in India.

Bata India is the owner of this brand in the country. The shoes are being

produced at Batanagar and at Bangalore.

MISSION : QUALITY THE COMPETITIVE EDGES :

With footwear marketing and manufacturing as its core business to business to

achieve success and become the biggest and the most skillful multiple retailing

and distributing organization with a dynamic, flexible and a market responsive

approach to present and future opportunities for profitable growth.

Success in the company's mission will be measured by excellence in service tocustomers, the integrity and ability of the employees, confidence of the

shareholders and the suppliers and by being respected by the community as a

responsible corporate citizen. Thus the pursuit of excellence continues.


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HUMAN FACE OF BATA I

PARTNERS IN PROGRESS

The story of Bata India is incomplete without the gentle face of the organization.

The genesis of "Partner's in progress" project is best described in the word's of

Mr. Thomas J Bata, the founder father.

"In any country we work to put something into it and not to take

something out"

The company's philosophy is to look beyond business towards social

responsibility. The concept took shape 50 years ago. When ideas such as rural

development were just ideas, Bata India went ahead to give it shape. In the

interior of rural Bengal, projects were taken up to train and employ. This

endeavor led to many ancillary and accessory making units in the villages.

In recent years several training cum - production centers have been set up as atribute to Kolkata's tercentenary. Over 150 youths, young girls and others have

been trained at the behest of Mother Teresa. In a letter to Bata India she said.

"My gratitude to the Bata people for what they have done for our poor boys and

girls.,... my prayer for you that the joy, peace and love of god fill your hearts.

Remember works of lover are works of peace" This touching tribute says much

about Bata's human side. It is also a matter of pride that in 1990 over 50,000

pairs of footwear were produced by these centers.


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THE FUTURE

Bata will remain a household name to the people of India. it produces footwear

for the family, with a chain of modern stores all around the country and bringing

in new trends and brand extensions to suit the needs of traditional and trendy.

But there is also the unseen facet of the company.

Its giant infrastructure and the network of the people working towards one

common goal; to give to the customer, service and value that he deserves through

relentless search for quality and pursuit of excellence. Looking towards the next

century Bata India dreams bigger dreams, with its feet firmly placed on reality.

Even with optimism, this is the golden profile of Bata India.


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FUNCTIONAL DEPARTMENT OF THE ORGANIZATION

Marketing Department:

Marketing is a total system of business activities designed to plan, price promote

and distribute want-satisfying products to target markets to achieve

organizational objectives. Thus the essence of marketing is a transaction or

exchange. Intended to satisfy human needs or wants.

MARKING DEPARTMENT IN BATAIn Bata India, the marketing manager is designed as sales manager and the head

chief marshals, all this market6ing activities in preview of the long and short

term company objectives. The major functions carried by him are:

1. Integrated marketing

2. Selling

3. Planning

1. Integrated Marketing

a) Get the facts.

b) Fact analysis and interpretation

c) Develop and analysis

d) Plan marketing survey

e) Develop marketing programmes

f) Layout the program


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g) Co-ordinate customer needs with customer satisfaction.

2. Selling

a) Territory and Quota allotment

b) Development of trade channels.

c) Personal recruitment, selection training and personal development.

d) Advertising, sales promotion, public relation.

3. Planning

a) Formulate policies and implementation of programme

b) Planning and product line development.

c) Forecasting research and development.

d) Co-ordinate with other departments like production.

e) Buying of raw material.

f) Transportation

g) Quality Controlh)

Thus the organization has developed an integrated programme to reach out every

segment of the society. The two major theories it follow:

The entire system of business activities should be customer

oriented. Customer wants must be recognized and satisfied.

Marketing should start with an idea about a want satisfying product

and should not end until the customer wants are satisfied.


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Finance Depasrtment

Finance as it is lifeblood of the company. Every company gives a proper

attention to the structure of the finance department. In the modern oriented

company, finance is one of the basic foundations of all kinds of economic

activities.

The main functions of Finance department of Bata India ltd.

1. To maintain accounts.

2. To act as a custodian of the company's property.

3. To advise the management on all the financial matters.

Production Department

Production is the activity of all the industrial units. In order to satisfy human

wants and essentials, production is very important.

Bata owns and operates 6 shoe manufacturing plants and 2 tanneries. The first

plant was built at Mohlin, Switzerland and Calcutta in India.

Main Functions:

1. To meet the rising demands of the people.

2. To earn project.3. To provide quality.

4. To gain the goodwill or reputation

5. To provide for expansion of the existing business.


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6. To maintain the factory premises.

7. To reach out the international market with increased production

and high standards.

The factor manager is the head of the production department. He is also called

the works manager.

Today Bata is one of the leading manufacturers of the footwear in India and

abroad. So Bata's footwear production is well known for its quality and

durability.

Since Bata is a large-scale industry and production process is continuous,

production management is essential to maintain the quality of goods.

Sources of Power:

Electricity ad generators are the main sources. The production department

depends upon electricity for its production. If there is a power failure the

company has its own generators that enables the continuous flow of production

process.

Research and Development Department :

Various research tests are carried as to maintain the standard quality of the

products. The department concentrates on the recent technological.

advancements and implements them in producing the final products that can

yield the maximum satisfaction from the customers. The main R & D wings are

the Batanagar and Agra who are working ceaselessly to upgrade the quality.


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Personnel Department

The manpower is the strength of any organization and every organization tires to

utilize the manpower sources optimally for the fulfillment of company's

objectives. Its with these resources that all the other sources are mobilized to

achieved organizational objectives.

Main functions:

1. To maintain good industrial relationship .

2. Recruitment of staff - their training and development the description of the

jobs.

3. Performance evaluation.

4. Compensation policy

5. To provide retirement and pension scheme.

6. Overall welfare policy of its employees


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SWOT ANALYSIS

STRENGTHS

1. Largest retailer network of 1300 outlets, 4000 franchises and another

10,000 dealers.

2. Brand awareness was established in the early 30's. people associated Bata

for quality and real value for money.

3. Bata has got its own class of customer who swear by its brand and it

varies from medium class to premium class.

4. Cash position of Bata was comfortable in 1997 Bata shoe organization

extended $10 million as an interest free loan to Bata India Ltd.

5. Bata is restructuring the retail operations, whereby it is closing loss -

making stores and opening new stores that are more viable.

WEAKNESS

1. Lagging in innovation, Bata is not been able to keep pace with the

latest changes taking place in the footwear market.

2. Cost structure, cost structure is a big concern to Bata. Raw material

cost has increased mainly due to increase in price of natural rubber by

44%. This is something that the industry players are not being able to

control. However employee cost was as high as 26% of sales as compared

to 10% for industry.


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Competition, with the entry of big international brands like NIKE,

LOTTO, WOODLAND, LEE COOPER, etc. Bata found it very difficultto hold its market share.

3. Cash tied up in inventories, Bata has invested a lot of money in the

inventories and fixed assets in the form of unused lands, extensive

network of dealer showroom for which maintenance and up keeping is

paid out which in return reduces profitability.

4. Low motivation among the retailer's outlets and sloppy showroom.

OPPORTUNITY

1. Rapid growth of consumerism in the state, with the rapid growth of

middle class in the state, the purchasing power of the average person has

increased. The awareness for the quality footwear at affordable prices.

2. Uneven taste and preference of consumers, the fashion conscious

consumers always look for new styles and trendy designs.

3. ' Bata expects to touch the 100 million pair marks from the present 60

million pair mark.

4. Tie - ups, the tie - up with NIKE may attract more customers to the

Bata showrooms.

5. Distribution Network, Bata distribution strength ensures higher


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success profitability for new products / segments.

6. Scope for mobilization of funds widened.

7. Being an essential commodity the company can target all types of

income groups.

THREATS

Global competition, In the premium segment Bata has to face stiff competition

from various global players like Woodlands, Lotus, Bawa etc.

Raw Materials, Raw materials used by the company are leather hides and

chemicals, high quality raw materials are very critical to produce international

standard finished products.

Militants work force may not help Bata envisaging its projection of 1000 million

pairs of shoes by this millennium.

Future outlook, The company has launched a joint venture, mid -east integrated

Steels Ltd., (MISH) with China metallurgical import and export corporation to its

leather segment, it has entered into the domestic shoe market and is also likely to

own retail outlets in the domestic as well as in the global market. Export is major

thrust area.


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Brand lines - Bata

Bata represents 100 years of well - executed commercial footwear for working

men and children. Bata brand products have come to be known as above average

value at affordable prices. Men's women's styles tend to he comfortable

traditional dress and casual footwear designs. Youth styles a typically traditional

school shoes and casual footwear.

Brand lines - Marie Claire.

Marie Claire is a well established brand of women's elegant evening and fashion

footwear, made with high quality materials and manufacturing. This brand offers

footwear for the fashion conscious ands up to date trends blending the promise of

comfort and affordability. The brand caters to primarily urban women providing

high fashion dress shoes, boots and sandals, and also a leisure wear and

accessories to complement the footwear lines.

Brand lines - North Star

North Star began as a brand of comfortable and affordable athletic leisure

footwear and has recently strengthened its fashion offering with the current

towards retro sneakers and other comfortable athletically inspired footwear.

North Star covers a range of leisure footwear based on north American style

influences, typically demonstrated by young people

aged 13 to 19. Its become a fashionable, comfortable leisure brand worn by

teenagers every where.


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Brand lines - Sandak

The sandak brand is for bright, functional, fashionable footwear, primarily

offering women's Sandals and leisure footwear. The brand caters to children's,

adults looking for affordable comfortable footwear - a lot of style at a little.

Hawaiianas

Hawaiianas is well known as comfortable, affordable beach and leisure for men,

women and children.

Brand lines - Bubblegummers

As a leading brand of children's footwear, the Bubblegurnmers brand has enjoyed

a strong market presence since 1976. Bubblegummers footwear responds to the

needs of both parents and children and has constantly offered the younger

customer quality, fashionable footwear with a focus on comfort, durability and

an element of fun, all for excellent value.

Bubblegurnmers represents a wide spectrum of children's footwear that includes

pre- walker, dress , outdoor, casual, fashion, athletic , sandals and boots.

Complementing the footwear is a collection of clothing and accessory.

Another attraction. of the brand is the Bubblegumemrs Gang - Amy, Tim Cat,

three adventurous characters that have appeared on the products, in award -

winning television commercials, radio jingles, and other successful marketing

campaigns around the world.


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ANALYSIS OF CUSTOMER SURVEY

DESIGN OF THE STUDY1.1 Title of the study

Title of the present study is "A Comparative Study Of The Factors

Affecting The Demand Of Bata Footwear In Bangalore City".

1.2 Statement of the problem

In todays world the shoe industry is facing a tough competition existing

between various companies. With the advent of new technology all the

companies are taking up the new manufacturing procedures and thus

giving the society the optimum quality product. Bata with no exception

tires the same. As Bata is one of the leading companies with a strong

goodwill existing. It always tries to give the society the best product and

thus gaining the customers optimum satisfaction.

The demand for the product is very important for any company or industry

to survive in the market. It is mainly concerned with the desires and the

impulses of the customers. It takes into account the requisitions of the

customers regarding the product wanted by them.

The problem of the study is to find out the factors that effect the demand of Bata

footwear's, evaluate the ecstasy of satisfaction provided by the company to the

customers and the rate of preference to footwears with special reference to Bata.


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1.5 Methodology of study

a) Place of study

For conducting the survey an extensive field work was undertaken. The

company provided the address of its major, outlets area wise, which

covers major places in the central and south Bangalore and a few places in

North Bangalore.

Concerning the customers in the places like Majestic, City Market, were

reached in the business hours. Whereas, the domestic places like

J.P.Nagar, Banashankari, etc. were reached in the evening. Some of the

respondents who were interviewed at random constitute from the different

areas.

b) Sources of Data

For the purpose of study data from two sources have been gathered

namely:1. Primary Dat

2. Secondary Data

1. Primary Data:

This data was collected by interviewing the respondents using the

schedule. It was done in the form of a survey at different places. For the

survey the managers of the different Bata showrooms were taken

including the customers.


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2. Secondary Data:

Secondary Data are those which have been collected and completed for

another purpose. These sources are like company research compiled in

statistical statements, magazines annual reports.

C. Sampling procedure

Sampling, frame : The company provided address of its major outlets

concerning area wise. The major outlets were in the central Bangalore.

A Total of 7 Bata Showrooms were visited.

Customers ranging from 20 - 60 were interviewed.

Two sets of questionnaires were prepared for the managers / retailers

of the company and for the customers.

About 45 customers were interviewed in the Bata showrooms. The

reaming 15 were interviewed at random.

D. Sample size :

No. of Bata showrooms visited 07

No. of total customers interviewed 60

Total 67


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Methodological Assumption

1. The respondents sincerely had given the response without any biased

attitudes.

2. Respondents of different sections of the society were taken into

consideration.

3. The manages of the company outlet have given their views without

any interventions of the higher authority.

E. Limitation of the study

1. For the analysis of the survey the sample size may not be up to the mark, but

due to shortage of time the size was restricted to this.

2. The respondents were reluctant in giving the responses.

3. it is not possible obtain exact amount of sales turnover. So many of the data

represented are as approximately.

G. Operational Definitions of concepts

Market

A market consists of all potential customers sharing a particular need or

want who might be willing and able to engage in exchange to satisfy that need or

want.


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Marketing

Marketing is a social and managerial process by which individuals and

groups obtain what they need and want through creating, offering and

exchanging products of value with others.

Market Demand

A market demand for a product is the total volume that would be bought by a

defined customer group, in defined geographical area, in a defined time period, in

a defined marketing environment under a defined marketing proramme.

So, in simple words demand of any product depends upon the purchase behavior

of its customers which is influenced by the different marketing variables. So, in

the course of the study the marketing variables like price, product, promotional

services are taken up and its effectiveness has been studied by evaluating the

responses from the customers and the managers of the company outlets in

Bangalore city.


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1.6 Analysis of customer Survey

Table 1 : Showing the opinion for Bata Footwear in terms of price.

Price No. of RespondentsReasonable 64%High Price 36%

Total 100

Analysis

It was found that 36% of the customers feel that Bata footwear are of high price,

whereas 64% feel that Bata Footwear are placed at reasonable price range.

Graph showing the data opinion for

Bata Footwear in terms of price

Reasonable

High Price

Table 2 : Showing the Brand Loyalty of the customer towards Bata Footwear

Brand Loyalty No. of Respondents


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Flexible 39

Total 100

Analysis

From the above data it is clear that 43%0 the customers have high brand loyalty

towards Bata Footwear, whereas 18% and 39% shows low and flexible brand

loyalty respectively.

Graph showing the Brand loyality of

the customer towards Bata Footwear

High

Low

Flexible


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Table 3 : Showing the Motivating Factor ( in %) while buying Bata Footwear in

terms of price and quality.

Price - Quality (%) No. of Respondents

25% 11%

50% 43%

75% 28%

100% 18%

Total 100

Analysis

When asked how much price and quality persuade them to buy Bata Footwear, it

was found that 18% feels that they are highly motivated in terms of price and

quality, whereas 11% feels this factor as very minimal. 28% of the customer felt

that price and quality of Bata Footwear plays a key role in their buying process.

Graph showing motivating factor in (%) whilebuying Bata Footwear in terms of price and quality

1

2

34


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Table 4 : Showing the Factors that persuade more to buy Bata Footwear.

Factors No. of Respondents %

Comfort 36

Design 25

Durability 17

Attractive display 4

Affordable price 8

Customer service 10

Total 100

Analysis

From the above it is clear that comfort and design are the two most important

factors which persuade customer more to buy the products.

Comfort

Design

Durability

Attractive display

Affordable price

Customer service


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4.7 Analysis of Dealer Survey

Table No.1 : Table Showing the brand that move out fast

Brands No. of Respondents

PVC 21

I-lawal 7

Canvas 14

Leather footwear 29

Sport shoe 29

Total 100

Analysis

From the above it is very clear that among the other brands Leather footwear and

sport shoe (both 29%) are the most popular Bata footwear. Both sales out at 58%

in comparison to other brands.

PVC

I-lawal

Canvas

Leather footwear

Sport shoe


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Table No 2 : Table Showing the Advertising. Media that are most effective

Media No. of Respondents

Television 24

Movie theaters 13

Ladies Magazines 13

Outdoor advertising 25

Hoarding 25

Total 100

Analysis

From the above it is observed that among all the Advertising Media, TV,

Outdoor advertising and Hoarding have a major impact, while Movie theaters

and Ladies Magazines play a negligible role.

Graph showing the advertising media that are most effective.

Showing the Advertising Media that are most effective

Television

Movie theaters

Ladies Magazines

Outdoor advertising

Hoarding


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Table No 3 : Table Showing Average Monthly Turnover ( in %) of Bata

Footwear

Brands No. of Respondents

PVC 13

Hawai 18

Canvas 7

Leather shoes 21

Leather chappal 25

Sports shoe 16Total 100

Analysis

Average monthly turnover of leather shoes and leather chappals is maximum and

amount to 46% (total) And also Hawai and Sport shoe have a steady turnover

rate with 18% and 16% respectively. Canvas and PVC have comparatively low

turnover rate of 7% and 13% respectively.

Graph showing the average monthly turnover ( in %) of Bata Footwear.

Showing average monthly turnover (in%)of Bata Footwear

Hawai

Canvas

Leather shoes

Leather chappal

Sports shoe


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I

Table No 4 : Table Showing the factors that affect the sales of Batas footwear in

terms of percent.

Factors No. of Respondents

Change in price 15

More / less advertising 19

Product design 28

Sales promotional schemes 23

Festival 15

Analysis

From the above table, we can find that which factor affects the most, the sales of

Bata Footwear. It is very that Sales promotional schemes play an important role

in sales volume determination, whereas More / Less advertising and Festivals

play a minor role. And also change in price and product design play a negligible

role in determining the sales volume of Bata Footwear.

Graph showing the factors that affect the sales of Bata Footwear in terrhs of

percent.

Table showing the factors that effect the sales of Bata Footwear in terms of percentage

Change in price

More / lessadvertising

Product design

Sales promotionalschemes

Festival


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Table No 5 : Sales turnover according to Demographic Variables -Age groups

Table No. 5(a) Product - PVC (in %o

Age group % turnover

5-15 10

15-25 22

25-35 24

Above 35 44

Total 100

Analysis

It is seen from the above that 44% of the customers for PVC were above 35 years

and 24% of the customers were between the age group of 25 - 35, whereas the

age group of 5- 15 and 15 - 25 contribute 10 and 22 percent respectively.

Graph 5 (a) : Product PVC (in % Turnover)

Product PVC( in %) turnover

15-May

15-25

25-35

Above 35


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Table No. 5(b) : Product Hawai (in% Turnover)


5-15 10

15-25 28

25-35 20

Above 35 42

Analysis

The above data reveals that the Product Hawai is almost used by everybody,except for the young children between the age group of 05-15. So to say that the

product I-lawai is used and liked by everyone.

Graph 5 (b) : Product Hawai in ( % Turnover)

Product Hawai ( in %) turnover

15-May

15-25

25-35

Above 35


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Table No. 5(c) : Product Canvas (in% Turnover)

Group % turnover

5-15 24

15-25 23

25-35 25

Above 35 28

Total 100

Analysis

The age group above 35 are the major users of the canvas product of Bata

Footwear, while the rest of the age groups are the latest users of the product.

Graph 5 (c) : Product Canvas in ( % Turnover)

Product Canvas ( in %) turnover

15-May

15-25

25-35

Above 35


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Table No. 5(d) : Product Leather Footwear (in% Turnover)


5-15 8

15-25 16

25-35 29

Above 35 47

Total 100

Analysis

From the above it is clear that leather footwear is preferred by all the age groups

except for the age group 05-15years. This reflects the brand preference of the

customer.

Graph 5 (d) : Product - Leather Footwear in ( % Turnover)

Product Leather Footwear ( in %) turnover

15-May

15-25

25-35

Above 35


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Table No. 5(e) : Product Sports shoe % Turnover)


5-15 4

15-25 31

25-35 39

Above 35 26

Analysis

From the above available data it is clear that the product sport shoes is preferredby everybody except for the age group between 5 - 15 who are mainly between

the age group of 5 - 15 consisting of mainly children.

Graph 5 (e) : Product sports shoe ( % Turnover)

Product Sports Shoes ( in %) turnover

15-May

15-25

25-35

Above 35


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Table No. 6: Demographic Variables - Sex Ration Table No. 6(a) : Products

used by male

Products % of sales turnover

PVC 19

Hawai 20

Canvas 17

Leather footwear 21

Sports shoes 23

Total 100

Analysis

From the above data it is clear that products like Hawai, Leather, Footwear, sport

shoes are preferred more compared to other products. The products like PVC and

Canvas which are meagerly used must be promoted in such a way that even they

should be preferred equally.

Products used by male

PVC

Hawai

Canvas

Leather footwear

Sports shoes


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Table No. 6(b) : Products used by female

Products % of sales turnover

PVC 22

Hawai 19

Canvas 26

Leather footwear 18

Sports shoes 15

Total 100

Analysis

From the above data it is seen that products like PVC and Canvas the products

which are most used by the female sex. Products like Hawai and leather footwear

are minimally used. And products like Sport shoe are least used by them.

Products used by female

PVC

Hawai

Canvas

Leather footwear

Sports shoes

Table No. 7 Showing the factors on which customer mainly -complains


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Factors No. of Respondents

Durability 38

Price 38

After sales service 24

Total 100

Analysis

From the above data it is clear that that the customer is not sure about the ,life of

the product and therefore price and durability do not match. This seems to be the

major factor and needs to be addressed. Improving after sales service will go a

long way in satisfying the customer

Showing the factors on which customer mainly complains

Durability

Price

After sales service


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SUMMARY OF FINDINGS

1. Bata foot wear are one of the leading footwear regarding its quality and

price. It is seen that approximately 70% of the respondents are satisfied with it.

2. Price comes the next factor which has a medium effect. From the

customers view point 64% feel that Bata products are reasonably priced, whereas

36% feels it is of high price. It is seen that some authorized dealers want the

change in price.

3. While talking on the brand loyalty point of view it was found that 39% of the customers has a flexible brand loyalty towards Bata Footwear whereas 43%

has a high brand loyalty towards Bata.

4. While doing the survey it was found that with the customers wants Bata

footwear to be more Stylish [ 42%), Economical [ 25%] and comfortable [33%),

Whereas according to the Dealers the Bata Footwear should be more

Comfortable [ 45%], Economical [ 36%] and Stylish [ 19%].

5. Product design plays an important role in determining the sales volume of

Bata Footwear festivals like Dusshera,

6. Deepawali has got an influential role in affecting the sales of Bata

Footwear.

7. Advertisement doesn't have much effect on the purchase rate of Bata

Footwear. Very less percentage of the total customer is influenced by

advertisement.

8. The managers of the company outlets sometimes faced problems in


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delivering the products ordered in large quantity, because of the time taken by

the company in delivering its products in retail outlets.

9. From the survey it was found that the retail distribution network was

targeted on five types of clients i.e. fashion oriented products, which they usually

send to the outlets like Commercial street and Brigade. Then the last one is

industry mixed oriented, then is busy client oriented like K.G,. Road outlet and

the last one is mediocrat or the domestic oriented targeted towards the domestic

customers.

10. The salary of the retail manager is base don the commission of the

individual sales. There is a yearly appraisal system is maintained and the

employee turnover is 2%.

11. Promotion is based on performance , personal capability.


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Market Share

As the survey was concentrated on the different product of Bata and so it is quite

impossible to find out the total market share of Bata Footwear, but when a

general opinion was opted from the managers and authorized dealers, it was

found that the market share was estimated approximately by 60% in the

Bangalore city compared to other immediate competitors like action, Nike,

Adidas etc.


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CONCLUSION

Bata will remain a household name to the people of India, making footwear for

the family with a chain of modern stores all around the country and bringing innew trends looking towards the next century, Bata India dreams bigger dreams.

With its fee firmly placed on reality, ever looking to the future with optimism -

this is the golden profile of Bata India.


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SUGGESTIONS AND RECOMMENDATIONS

Bata India limited is though a well established company but it faces some of the

major constraints which affects 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.

Sales promotion is a demand stimulating device designed to supplement

advertising. Some special techniques like cash discounts trade discounts must be

implemented.

The company must concentrate on the distributions margin so

that the company may hold a good perspective distribution

channel which will enable it to channelise its product to the ultimate

customer easily.


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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 sports

wear.

The R & D Department of the company must see that they can provide the

customers with the latest design prevailing in the market with standard quality

which will help the company to increase it demand.

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.


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Suggestions in improvements of Bata Footwear (By Customer)

Variables No. of Respondents %

Comfortable 33

Economical 25

Stylish 42

Total 100

Analysis

42% of the customers suggested that the Bata Footwear should be more Stylish

whereas 25% feels it should be more Economical. 33% feels that Bata Footwear

should be made more comfortable to wear. Diagram shows - suggestions in

improvement of Bata Footwear ( By Customers)

Suggestions in improvement of BataFootwear (By Customers)

0

5

10

15

20

25

30

35

40

45

Comfortable Stylish

No. of Respondents %


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68/75


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APPENDIX -1

Questionnaire to the customers

Topic : Factors Affecting the Demand of Bata Footwear

Namaskar, I am a MBA Student and as a part of my curriculum I am preparing a

project report on comparative study of THE DIFFERENT FACTORS

AFFECTING THE DEMAND OF BATA FOOTWEAR IN BANGALORE

CITY. SO KINDLY LEND ME FEW VALUABLE MINUTES FOR YOUR

RESPONSES.

Name :

Age : Gender :

Occupation

1. Whether you use branded or unbranded footwear

Branded Unbranded

If branded, why ?

Price Quality Reliable

2. How do find Bata Footwear ?

Reasonable Price High Price

3. Brand loyalty towards Bata Footwear

High Low Flexible

4. What will be your motivation factor when you are buying Bata Footwear

in terms of Price and Quality?

25% 50% 75% 100%


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5. For how lout;are using; Bata Footwear

< -1 year 1- 3 years > 3 years

6. What persuaded you more to buy the products

Design Comfort Affordable price

Attractive Display Durability Customer Service

7. How do you visualize Bata Footwear in the present market scenario

Growing Grown Stagnant

8. What are the ways by which you have come to know about Bata

Footwear?

TV Magazines Display Board Newspaper

Word of mouth

9. Whether you are comfortable in buying Bata Prdoucts ? Yes No.

If No, Why

10. According to you, in comparison to other branded, footwear Bata should

be more

Comfortable Economical Stylish


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AAPENDIX 2

Topic : Factors Affecting the Demand of Bata Footwear

Namaskar, I am a MBA Student and as a part of my curriculum I am preparing a

project report on comparative study of THE DIFFERENT FACTORS

AFFECTING THE DEMAND OF BATA FOOTWEAR IN BANGALORE

CITY. SO KINDLY LEND ME FEW VALUABLE MINUTES FOR YOUR

RESPONSES.

Name

Place:

SEAL

1. Establishment of Showroom

Period

2. Footwear you are dealing withPVC Hawai Canvas Sport Shoe

Leather Chappals Leather Shoe All the above

3. Which are the brand that move out fast

PVC Hawa Sport Shoe Leather Footwear

Canvas

4. Advertising media on which you rely

TV Movie Theaters Ladies Magazines Outdoor Advertising hoardings

5. Average monthly Turnover % [ in percentage)

PVC, Hawai Sport shoes leather shoes leather Chappals , CANVAS.


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6. Customers Complain mainly on

Durability Price After Sales Services

7. Factors affecting, your sales

Factors Rank

a. Change in price

b. More / Less advertising

c. Product design

d. Sales Promotional schemes

e. Festivals

8. Sales Turnover according to [ in %)

Products SexMale Female

PVC

Hawai

Canvas

Leather footwear

Sport shoe


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9. Sales Turnover according to [ in %)

Products 5-15 15-25 25-35 Above 35

PVC

Hawai

Canvas

Leather footwvear

Sport shoe

10. According to you, in comparison to other branded footwear Bata should.

Be more

Comfortable Economical Stylish

Thank you


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REFERENCE:

Marketing Management-Philip Kotlar

Research Methodology CR Kothari

Internet explorer

Business update(Magazines)

Business Today

WWW.batagroups.ac.in

Documents

RAJIV BISHNOI