A

PROJECT REPORTON

AN ANALYTICAL STUDYOF STRATEGIES USED BY BATA

FOOTWEARS
SUBMITTED TO

SAVITRIBAI PHULE PUNE UNIVERSITY

IN PARTIAL FULFILLMENT OF DEGREE IN

BACHELOR OF BUSINESS ADMINISTRATION

SUBMITTED BY
RAHUL YADAV
TYBBA (MARKETING)
SEAT NO.:-11002
UNDER THE GUIDANCEOF
Dr. DIPAK WAYAL

THROUGH

NESS WADIA COLLEGE OF COMMERCE, PUNE

2018-19
 DECLARATION

I, the undersigned hereby that the project report titled “AN ANALYTICAL STUDYOF
MARKETING STRATEGIES USED BYBATA FOOTWEARS” written by me in partial
fulfillment for third year of BACHELOR OF BUSINESS ADMINISTRATION under the
supervision of Dr. Dipak Wayal, is in my original work and the conclusion drawn therein are
based on material collected observations made by me.

PLACE:- PUNE NAME:-RAHUL YADAV

DATE:- ROLL NO:- 147

SEAT NO:-11002
 Modern Education Society’s

NESS WADIA COLLEGE OF COMMERCE, PUNE

CERTIFICATE

This is to certify that a project report on ‘AN ANALYTICAL STUDYOF MARKETING

STRATEGIES USED BYBATA FOOTWEARS‘ is a Bonafide work carried by RAHUL
YADAV of third year for partial fulfillment of the requirement for the award of the degree of
Bachelors of Business Administration from Savitribai Phule Pune university.

He has worked out and completed his project report under my guidance and direction in all
respect. His work is found to be satisfactory.

INTERNNAL EXAMINER EXTERNAL EXAMINER

DR. DIPAK WAYAL

(ASSISTANT PROFESSOR) PRINCIPAL

 ACKNOWLEDGEMENT

I would like to express my sincere thanks to SAVTRIBAI PHULE PUNE UNIVERSITY, NESS
WADIA COLLEGE OF COMMERCE For Giving me the opportunity to undertake participate,
prepare and present this project report. A Project report usually requires a lot of hard work and
persistent efforts but the guidance provided and efficient supervision has helped me improve and
prepare a quality report. I express my gratitude to our BBA MARKETING DEPARTMENT
guided. DIPAK WAYAL for support Guidance Encouragement through the process.

NAME:-RAHUL YADAV

CLASS:- TY BBA

ROLL NO: - 147

DATE:-
 INDEX

Sr. No. TITLE PAGE NO

CHAPTER: INTRODUCTION

1.
CHAPTER: INDUSTRY OVERVIEW

2. (BATA FOOTWEARS)

 HISTORY
 FOUNDATION
 INTERNATIONAL GROWTH
CHAPTER: LITURATURE REVIEW

3.
CHAPTER: RESEARCH METHODOLOGY& DATA ANALYSIS

4.
CHAPTER: CONCLUSION

5.

Executive Summary

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

India is a country which has always appreciated a naval ideal and a naval product. When
woodland and mescos ventured into the Indian market they would have not anticipated their
product would be so readily accepted by the Indian consumers, in spite of being targeted at a
premium price, people accepted it because it was not only a new thing but also offered value for
their money.

Seeing the success of this footwear MNC’s like as Nike, reebok and adidas did not wait for the
second call and with their regular promotional activities of the brand. In spite of being highly
priced, these companies are doing well in the Indian market for that is Nike: Nike is constantly
creating creating new niches and protesting niches by the designing shoes for different sports
activities. After creating marketing for a particular niche they expand the niche by designing
different versions.

This study intended to understand the current business situation, it also aimed to understand their
current business condition and to analyse its market position with its competitors in the market.
Target of the study is also to overview the market strategies used by the bata so that it can
compete with their competitors in the market.

Also to determine the most preferred type in market and get to know what percentage of people
wear which brand of footwear.

The study is conducted to analyses the market potentiality and consumer perception of the BATA
footwear in pune among its competitive and the brand standing of Bata in pune city.

CHAPTER- 1
INTRODUCTION
The Footwear industry is a significant segment of the Leather Industry in India. India ranks
second among the footwear producing countries next to China. The industry is labour intensive
and is concentrated in the small and cottage industry sectors. While leather shoes and uppers are
concentrated in large scale units, the sandals and chappals are produced in the household and
cottage sector. India produces more of gents’ footwear while the world’s major production is in
ladies footwear. In the case of chappals and sandals, use of non-leather material is prevalent in
the domestic market.

The major production centers India are Chennai, Ranipet, and Ambur in Tamil Nadu, Mumbai in
Maharashtra, Kanpur in UP, Jalandhar in Punjab, Agra and Delhi.

The estimated annual footwear production capacity in 1999 is nearly 1736 million pairs (776
million pairs of leather footwear and 960 million pairs of non-leather footwear)

A Message from Tomas Bata:-

We are not afraid of the future. Millions of human beings know nothing of footgear of any kind
whatever and very few of the rest is well-shod. This best shows us how little we have
accomplished so far, and what an immense task lies before the shoemakers of the whole world.
Tomas Bata started life as a poor boy but he did not dream of making millions, he seems, rather
to be obsessed with the idea of helping his country and his people. In the young Bata there is
quickly ripens the wish and the determination to achieve something. He is a shoemaker – a
practical man, but with a power of imagination amounting to genius. Thomas has visions of
colossal factories, with the most modern machinery, installed in airy workshops, and a system of
the most modern factory-hygiene. In those workshops, people freed from slavery and squalor is
working for the realization of his great social ideal: the shoeing of millions. Tomas Bata
remained true to his dreams of “Good and cheap shoes, for the very poorest, and high wages for
all who worked for him”.
He coined the motto “Our customers are our masters”.

As a part of Tomas Bata’s ideal it was recognized that there was a need for housing. As the
factory took shape providing a lot of employment for the local Essex people, a garden city was
planned. The house were designed by top architects of the time, the first street to be completed
being Bata Avenue
 CHAPTER-2
COMPANY PROFILE
BATA LIMITED

HISTORY
The first party of Bata men arrived on the Essex Marshes in may 1933. When they arrived at St.
Clere’s Hall, the home Mr. W.W.Wilson, who had sold the land for the factory to Tomas Bata,
they were shown to the factory, a small building in a lane between fields of corn and potatoes.
The building was not ready as the machinery had been delayed.

As work was very hard to find in the 1930’s men and women travelled from all over Thurrock to
try to get a job within the New factory being built at East Tilbury.
Representatives from the factory toured local schools telling students that if they were to work
for the British Bata shoe company they would be able to afford a car, in a world where they were
very few cars, this seemeda dream to many.

The business that became the Bata Shoe Organization was established on August 24, 1894 in
Zlin, Czechoslovakia by Tomas Bata, and included his name had been part of a tradition of
shoemaking for eight generations, spanning three hundred years.

It was one of the first modern-day shoe ‘manufacturers’, a team of stitchers and shoemakers
creating footwear not just for the local town, but also for distant retail merchants. This departure
from the centuries-old tradition of the one-man cobbler’s workshop was a brand new concept,
creating an entirely new industry.

Bata Brands SA is a Swiss multinational shoes maker based fashion accessory manufacturer. It
is the largest shoemaker company in the world by volume, selling 1 million shoes every day.

The company is organized into three business units: Bata, Bata Industrials and AW Lab. The
company has a retail presence of over 5300 retail stores in more than 70 countries and production
facilities in 18 countries.

By 1905 Tomas had taken the new enterprise to 2200 pairs of shoes per day, produced by 250
employees – utilizing resourceful imaginations, skilled hands and modern machinery to keep up
with demand. Under this ‘manufacturing’ system, productivity was greater than ever before.

Bata shoes were excellent quality and available in more styles than had been offered before.
Demand grew rapidly in the early 1900s. Despite Material and man power shortages, cartels and
the outbreak of World War I, sales continued to increase, reaching two million pairs per year by
1917.

As the enterprise prospered, so did the communities where it operated. Tomas believed that a
focus on people and public services was critical for business success. The enterprise built
housing, schools and a hospital near the shoemaking plant in Zlin. It provided food and
inexpensive rent during very difficult times; when there was no other help to be found. Bata
companies later provided rail services, insurance, construction, publishing and a tannery in Zlin.
Foundation
The T. & A. Baťa Shoe Company was founded on the 24th of August 1894 in Zlín (Moravia,
today the Czech RepublicbyTomášBaťa (Czech: [ˈtomaːʃ ˈbaca]), his brother Antonín and his
sister Anna, whose family had been cobblers for generations. The company employed 10 full-
time employees with a fixed work schedule and a regular weekly wage, a rare find in its time.

Tomáš, Antonín and their sister Anna Baťa

In the summer of 1895, Tomáš found himself facing financial difficulties, and debts abounded.
To overcome these serious setbacks, Tomáš decided to sew shoes from canvas instead of leather.
This type of shoe became very popular and helped the company grow to 50 employees. Four
years later, Bata installed its first steam-driven machines, beginning a period of rapid
modernisation. In 1904, Tomáš read a newspaper article about some machines being made in
America. Therefore, he took three workers and journeyed to Lynn, a shoemaking city outside
Boston, in order to study and understand the American system of mass production. After six
months Tomáš returned to Zlin and he introduced mechanized production techniques that
allowed the Bata Shoe Company to become one of the first mass producers of shoes in Europe.

International Growth
Bata also began to build towns and factories outside of Czechoslovakia (Poland, Latvia,
Romania, Switzerland, France) and to diversify into such industries as tanning (1915), the energy
industry (1917), agriculture (1917), forest farming (1918), newspaper publishing (1918), brick
manufacturing (1918), wood processing (1919), the rubber industry (1923), the construction
industry (1924), railway and air transport (1924), book publishing (1926), the film industry
(1927), food processing (1927), chemical production (1928), tyre manufacturing (1930),
insurance (1930), textile production (1931), motor transport (1930), sea transport (1932), and
coal mining (1932), airplane manufacturing (1934), synthetic fibre production (1935), and river
transport (1938). In 1923 the company boasted 112 branches.

In 1924 TomášBaťa displayed his business acumen by calculating how much turnover he needed
to make with his annual plan, weekly plans and daily plans. Baťa utilized four types of wages –
fixed rate, individual order based rate, collective task rate and profit contribution rate. He also set
what became known as Baťa prices – numbers ending with a nine rather than with a whole
number. His business skyrocketed. Soon Baťa found himself the fourth richest person in
Czechoslovakia. From 1926 to 1928 the business blossomed as productivity rose 75 percent and
the number of employees increased by 35 percent. In 1927 production lines were installed, and
the company had its own hospital. By the end of 1928, the company’s head factory was
composed of 30 buildings.
n 1932, at the age of 56, TomášBaťa died in a plane crash during take off under bad weather
conditions at Zlín Airport. Control of the company was passed to his half-brother, Jan, and his
son, Thomas John Bata, who would go on to lead the company for much of the twentieth century
guided by their father’s moral testament: the Bata Shoe company was to be treated not as a
source of private wealth, but as a public trust, a means of improving living standards within the
community and providing customers with good value for their money. Promise was made to
pursue the entrepreneurial, social and humanitarian ideals of their father.

Bata brands

 Bata (Baťa in the Czech Republic and Slovakia)

 North Star (urban shoes)

 Weinbrenner (premium outdoor shoes)

 Bubblegummers (children's shoes)

 Power (athletic shoes)

 Bata Industrials (work &safety)

Bata labels

 Ambassador (classic men's shoes)

 Atletico(urban shoes)

 Bata Comfit (comfort shoes)

 Bata Flexible (comfort shoes)

 Insollia (comfort/women's shoes)

 Marie Claire (women's shoes)

 SunDrops (women's shoes)

 Baby Bubbles (children's shoes)

 Patapata (flip flops)

 Toughees (school shoes)

 Verlon (school shoes)

 Teener (school shoes)

 B-First (school shoes)

 Footin (trendy shoes)

 Urbano (men shoes)

 TomyTakkies(urban shoes)
 Chapter 3
Literature review
Bata Shoe Organization
The organization is the world’s largest manufacture and marketer of footwear. It has 83
companies spread all the globe both in developed and under developed countries.The
organization 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 shoes to artic boots, men’s dress shoes to popular sports shoe for children.

It operates 6300 company owned stores all over the world. These include Bata family, Athletes
world, Bubble gummers, Heyraud and Marie Claire Stores.

In addition, Bata has over 50,000 independent retailers. The combined production and sales total
270,000,000 pairs of shoes per year. 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
personal.

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

BOARD OF DIRECTORS
Board of director as on 27th March 2001

AL Mudaliar - Chairman

C Morzaria - Managing Director

M G V Middleton - Deputy Managing

Director

P K Khalitan

N Kumar

V Narayana

A K Thakur - Nominee of U T I

Secretary

A B Anand

Incorporated as Bata shoe Company Private Limited in 1931, the company went public in 1973,
when it changed to its present form.

It’s First Factory at Batanagar become operational in 1936.

At present it has five factories.

Batanagar, West Bengal (1936)

Batagunj, Bihar (1942)

Faridabad, Haryana (1951)

Peenya, Karnataka (1988)

Hosur, Tamilnadu (1994)

Recent Authorities 2017

Christopher Kirk (Chairman)

Alexis Nasard (CEO)

The Company Manufactures quality leather, canvas and PVC shoes in wide-ranging designs and
styles at affordable prices.

Bata India has two tanneries- One at Batanagar and the other at Mokamehghat in Bihar (1952).

The tannery at Mokamehghat is the Second Largest in Asia

Batanagar factory is the First Indian Shoe Manufacturing Unit to receive the ISO 9001
certification in 1995.

Bata India has over 14000 Employees.

The Company today operates over 1500 retail outlets (including franchises, agencies etc,)
spanning the entire length and breath of the country. It has 28 wholesale depots, serving more
than 300 wholesalers and 10,000 dealers.

Bata serves 100,000 customers a day.

It sells more than 60 million pairs of shoes annually and markets international brands like Hush P

uppies, Dr. Scholls, Lotto and Nike.

Bata is one of the five most popular brands in the country according to the A & M magazine
recently held sixth annual survey of the Indian Brands.

Bata India has been winning the Chemicals and Allied Products Export Promotion Council’s
(CAPEXIL) Top Award to Rubber and Canvas Footwear for the past 23 years.

The company exports more than 4 million pairs of footwear. Its major customers are USA, UK,
Europe, middle and east, South Africa and Canada.
The Research & Development activities are being carried out in key areas of production, process
and material development.

As a good corporate citizen, the company is committed to better environment management.

To the Effluent Treatment Plants at Batanagar and Mokemehghat ensure that the effluent do not
pollute the Ganges.

International designers and technicians conduct advanced research and establish Quality Control
Procedures.

Our Focus is to introduce new exciting product which are competitively priced and give value
for money.

Bata’s strength lies in its worldwide global presence & continues to remain a house-hold name in
India.

Awards:

Bata India is one of the top ten brands according to a recent survey by A & M. The company has
won the third annual Images fashion Award for the most admired footwear company in 2003.

Super brands Council, comprising captains of industries, has selected “Bata’ as one of the Super
brands in India. The selection was largely based on criteria such as the brands mind dominance,
goodwill, consumer loyalty, trust and emotional bonding.

DISTRIBUTION

DISTRIBUTION NETWORK

It reaches its customers through two channels, retail and wholesale. In retail, BIL operates
through a chain of exclusive own and franchise stores. BIL’s stores are located in prime locations
countrywide.70% of Bata’s sales are form its own retail outlets. Besides there is a network of 300
exclusive wholesalers who service 30,000 retail stores all over the country. In toot it has over
1600 showrooms, 27 wholesale depots and 8 distribution centers across the country.
BIL’s major thrust is on middle-class and upper class customers. The concept of ‘budget stores’
has been introduced to remove apprehension in the minds of customers who viewed Bata outlets
as being expensive. The company is focusing on the rural markets for volume growth in the low-
priced footwear segment.

DEALERS

Family stores located in major cities. Some of the stores are air-conditioned. Products consist of
medium to high priced shoes for the whole family. These shops deal in local brands and
unbranded shoes from small manufacturers.

WHOLESALERS

Shoe traders who buy merchandise to resell to traditional dealers located in rural areas and street
markets of major cities towns. They keep inventory for replacement and sell on credit or cash
basis. Their focus is on volume products, some of them sell to institutions.

DSP- DEALER SUPPORT PROGRAM

Independent dealers who buy 100% of their assortment from Bata depots.A produce mix of low
to medium priced shoes for the whole family. DSP customers are allowed to use red white square
check signboard as per established policy.

DEPARTMENT STORE

Big multilevel modern and full service stores located in major metro cities. Selection of medium
to high priced shoes for men, women & children. The collection comprises products with local
and International brands. Full air conditioned environment.

STORE PROFILE CLASSIFICATION

In Metro cities.High class location.Fashionableproducts.Imported and International brands, air-

conditioned, luxurious and cozy atmosphere with comprehensive mobile display units with new
arrivals.
FLAGSHIP STORES

With over 4,700 company-owned retail stores spanning almost every continent, and over 100,000
independent retailers and franchisees distributing Bata footwear, the Bata banner is one of the
world’s most familiar sights.
CITY

In metros and semi metros, high commercial locations, shoe line catering to the needs of fashion
oriented middle and high income group consumers. Air-conditioned store with panel display and
mobile display unit for brand promotion with new arrivals.

FAMILY

High traffic commercial location in major and boom towns. Medium to high priced basic
footwear, Non-air conditioned store with total commercial look, mass display, standard panel and
stooping rods.

BAZAR

High Traffic non-commercial location as destination store and small existing stores in thickly
populated and saturated markets.Basic and volume selling lines for low and medium segments
including liquidation and sub-standard clearance.

BATA PREMIUM COLLECTIONS

Bata has been delivering hand-crafting quality footwear for well over 100 years. To maintain and
build on our heritage of creating high quality, comfortable and stylish shoes, Bata has created the
Bata Premium Collection of products in our design centre in Italy.

These shoes are available at selected bata stores in Europe and elsewhere, and incorporate
innovative leading design with the application of modern technology. They are our signature
shoes for both women and men.
 CHAPTER- 4
RESEARCH METHDOLOGY AND DATA
ANALYSIS
Research methodology is a way to systematic solve the research problem. It may be understood
as a science of how research is done systematically. In simple word; all those methods are used
by the researcher during the course of studying the research problem are termed research
methodology.

PRIMARY DATA

Sources plan the primary data.

Research technique: survey

Contact method: personal visit to the concerned organization and individual in addition to
telephonic interviews.

Research instrument : Questionnaire

The primary data which are collected a fresh and for the first time and happen to be original in
character. The primary data was collected through experiments or survey conducted in pune.

TOOLS AND TECHNIQUES OF COLLECTING SECONDARY DATA

The research instrument in this study were the questionnaire method.

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

Questionnaire constructing consists of 5 steps.

1) Specifying the information needed.

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

Collection of data through questionnaire was considered suitable to extract information and draw
the results since footwear is a product which is used by everyone, therefore no other method
apart from questionnaire is suitable, it was designed after carefully consideration of the various
attributes and was pre tested to modify the questions and avoid the errors.
ANALYSIS AND INTERPRETATION
TABLE – 1

Showing the types of footwear people prefer to wear

b) Branded 96
c) Unbranded 04

If branded which brand you prefer the most

Brand Perference
100
90
80
70
60
50 Brand Perference
40
30
20
10
0
BATA
Liberty
Action
Nke
Reebok

SOURCE:- By Researcher
Interpretation:

From the above table it is clear that 96% of people prefer unbranded footwear and only 4% of
people prefer other brand footwear.

Inference:

It is clear from the above table that most of the respondents prefer to buy branded footwear when
compared to unbranded. According to the survey done the analysis shows that 97 of respondents
prefer BATA footwear and 5 of respondents prefer liberty and 2 of respondents prefer to buy
Reebok, Nike and action.
TABLE- 2

Showing the duration consumer using the product and is there any change in quality.

Duration Consumer Using BATA Footwear

Above 3 years

Duration Consumer Using BATA

1 year to 3 years Footwear

Below 1 year

0 10 20 30 40 50 60 70 80 90 100

SOURCE:- By Researcher
Interpretation-

From the above graph it is clear that 92% of respondents are buying BATA footwear for past 3
years, 6% of respondents are buying BATA footwear from more than 1 to 3 years and 2% are
buying BATA footwear less than1 year.

Inferences-

It is clear from the above graph that most of the respondents are regular customers from past
many years. The ratio of customers during the last year is not satisfactory. Therefore the
companies have to make special efforrts to attract new customers.
TABLE- 3

Showing the affect of advertisement on the customer purchase behavior

Advertisment Effect on Purchase

70

60

50
Advertisment Effect on Purchase
40
61
30

20 36

10
1
0
Large Extent Some extent Not much

SOURCE:- By Researcher
Interpretation-

From the above graph it is clear that the advertisement does not have much effect on customer
purchase. As we can see 61% of the respondents do not have much advertisement effect on their
purchase, 36% of the respondents have some effect on their purchase and 1% has large extent of
advertisement on their purchase.

Inferences-

It is clear from the above graph that most of the respondents are not affected by advertisement
for their purchase. The company must concentrate on advertising to attract more new generation
customer especially youngsters.
TABLE- 4

Pie diagram showing attributes influence to buy footwear

Attributes Influencing Purchase

Price; 3 Quality; 91
Durability; 87
Quality
Comfort
Wide Range
Design
Design; 4 Durability
Price

Comfort; 99

SOURCE:- By Researcher
Interpretation:

From the above graph it shows that 91% of respondents prefer BATA footwear because of the
Quality, 99% of respondents prefer BATA because of comfort, 87% of respondents prefer BATA
because of Durability, and 3% of respondents prefer BATA for its price and 4 % respondents
because of its design.

Inference:

It is clear from the above graph that most of the respondents prefer to buy BATA footwear
because of quality, durability, comfort but the company has to introduce new design and with
wide range.
TABLE- 5

Bar diagram showing the frequency of purchasing of customers

Frequency of Purchase

60

50

40
Frequency of Purchase

30 52
38
20

10 10

0
Yearly Half Yearly Any other

SOURCE:- By Researcher
Interpretation:

From the above graph it is clear that the purchase frequency of 38% of respondents is clearly,
52% of people purchase half yearly and 10% of people purchase as their requirement.

Inference:

It is clear from the above graph that most of the respondents prefer to BATA footwear half
yearly.
TABLE- 6

Graph Showing how benefits would encourages to purchase the products

Offers Encouraging Purchase

80
70
60
50
40
72
30
20 Offers Encouraging Purchase
10
0 4 2 0
s nt es ry
pon cou em te
u s h o
Co Di Sc ,L
y er ps
ck h tri
Lu ot e
fre
f
& e& er
Gi ic
Pr Off
ee
Fr

SOURCE:- By Researcher
Interpretation:

From the above graph it is clear that 72% of the respondents encouraged by discount, 4% of
respondents by free gifts and coupon and 2% of respondents by price and other factor.

Inference:

It is clear from the above graph that most of the respondents are encouraged by discounts.
Therefore the company should offer discounts.
TABLE-7

Pie chart the brands which consumer prefer in the absence of bata

Brand Prefrence In Absence of BATA

4
3
Local Brand
Reebok
Lakhani
14
Nike
33 Karona
Liberty
Woodland
2
Paragoan
6

5
9

SOURCE:- By Researcher
Interpretation:

From the above graph it is clear that 33% of the respondents prefer local brands, 9% of the
respondents prefer Reebok, 5% of respondents prefer lakhani, 14% of the respondents prefer
liberty, 6% of the respondents prefer nike, and 4% of the respondent prefer paragon.

Inference:

The above graph reveals that local brand, liberty, lakhani, and Reebok are the brands which
people opt for in absence of BATA. Therefore the company should wide open their eyes and
should be alert against its competitors all the time.

TABLE-8
Pie diagram showing as if the consumers will suggest or recommend others to buy BATA
FOOTWEAR

Customer Suggest other to Prefer BATA

No; 10

No
yes

yes; 90

Interpretation:

From the above graph it is clear that 90% of the responndents are willing to advice others to
prefer BATA and 10% of the respondents did not posses positive attitude to recommend others
to prefer BATA.

Inference:

It is clear from the above graph that most of the respondents are willing to advocate others to
prefer BATA.
TABLE-9

Showing the level of satisfaction with the performance of BATA footwear

a) Yes 99
b) No 01

Customer's satisfaction Level

Yes 99

Customer's satisfaction Level

No 1

0 20 40 60 80 100 120

SOURCE:- By Researcher
Interpretation:

The above graph analyses that 99% of the respondents are satisfied with the performance of the
company’s product and only 1% of the respondents are dissatisfied.

Inference:

The above analysis reveals that most of the respondents are satisfied with the performance of the
company. So the company should struggle hard to maintain its position in the market and try to
satisfy their customer with the better products and better services.

TABLE- 10

Pie diagram Showing the different age segment preference towards the product
 a) 15- 25 07
b) 25-35 31
c) 35-45 25
d) 45 and above 33

Age Segment

15 - 25 years; 7
Above 45 years; 33
15 - 25 years
25 - 35 years; 31 25 - 35 years
35 - 45 years
Above 45 years

35 - 45 years; 25

Interpretation:
from the above graph it is clear that 33% of the respondents are above 45 years and 31% of the
respondents are between the age group of 25 to 35 , 25% of the respondents are between the age
group of 35-45 and 7% of the respondents are between the age group of 15-25.

Inference:

It is crytal clear from the above graph that most of the respondents are between 35 year of age
and above are the major customers for the company and the respondents between age group of
15-25 does not contribute a lot. Therefore the company should try to attract youngsters.

TABLE- 11

Showing the occupation of customers prefer the product.

a) Self employed 40
b) Employed 37
c) Retried 17
d) Student 07

Occupation Segment
40

35

30

25 Occupation Segment
40
20 34
15

10 17

5 7

0
Self Employed Employed Retired Student

Interpretation:
From the above graph it is clear that 40% of the respondents are self employed, 34% of
the respondents are employed, 17 of the respondents are retired and 7% of the
respondents are students.

Inference:
It is clear from the above graph that most of the respondents are employed and self
employed and few are students and employed.
 (A) FINDINGS

The market potential has immense significance in the field of marketing; marketer cannot ignore
the market opportunities. Corporations have to capitalize every possible chance to have control
over the market. By monitoring the continuous change of consumer tastes and preference the
companies can ensure greater market share.

 The study shows an important aspect which is a decreasing trend in the buying behaviour
of the (MEN’S) customer towards bata footwear where 92% respondents who have
already bought bata footwear.

 There is a clear picture about the Advertisement of BATA footwear. Since the company is
known as a family shop, and every housewife knows about the brand bata, it does make
any differences according to the customer’s conclusions. Also from past years, it has been
maintaining a good market share, but has failed to maintain good quality – as per
customer’s critism.

 80% of the customers feel that still more varieties should be introduced into the market,
as the present varieties have become more common.

 From the point of view of customers, few of them are of the opinion that price is a bit
high, but majority of them say they are satisfied with the price.

 Age factor is an important aspect in today’s market scenario, as the youths are considered
as important at the time of product promotion these days. By observation we can make
out that between the age group of 15-25, there is no much purchase or sales of bata
footwear.

 BATA is also facing competition from unbranded footwear market through the
respondents didn’t sḥow any preference for unbranded footwear but through observation
it was found that people go to places where they get their choice of footwear because
they are very cheap, easily available and the designs are also appropriate and attractive,
according to the customer’s choice.
 (B) RECOMMENDATION

 Bata India limited is facing a stiff competition from the competitors.

 The men’s footwear segments require wide range of products and designs.
 They should bring out latest style and fancy of footwear.
 Majority of the consumers falls in the groups of 19 to 40 which is dynamic.
 The market is also dynamic everyday new brands and designs come into the markets so
Bata should keep in pace with ever changing and dynamic market.
 Bata should also improve upon their advertising so that it attracts more customers and
retain its loyal customers.
 Men’s perception towards Bata is that they consider the Bata footwear as having good
quality comfort and durability but the present generation looks beyond these factors.
They want new designs range and excellent service customers want to go along with the
time.
 Bata competitors like woodland, liberty, Reebok, Nike etc. are coming out with latest
trendy and fancy designs which attract the youngsters action shoe is targeting the younger
generation.
 Bata should not overlook the demand of young generation between 19 to 25 the college
going girls who want to wear trendy and fancy footwear batamajor customers are the
housewives this segment also is very fashion conscious and needs a lot of attention.
 The most important recommendation will be to improve the service as the outlets and
training the sales person to behave humbly and be courteous to the customers which
requires behavioral inputs to these sales people through training customers who feel
neglected are never going to be prospective customers in future. Is no monopoly in the
footwear market and the customers having better choice at their disposal. So customer
should be considered important.

CONCLUSION
This implant training of one month exposed many facts of the organization, it also helped to
know, the perception, behavior of the customers and also how to approach problems and solve it.

The survey and interpretation revealed many facts.

Consumers emphasis on quality and has to stick up to it.

A substantial part of the customers emphasized on the improvement of varieties in the men’s
segment and make available for all the seasons.

Customers also emphasized on the availability of the size of the footwear.

Price is also one of the factors which can be reduced, but majority of the customers are
satisfied.

Here an attempt is made to give a very meaningful presentation about the consumer behavior
towards men’s footwear at kholapur and pune cities. So that it will be helpful for the company to
implement the recommendations.
 ANNEXURE AND BIBLIOGRAHY

Books referred : Phillip kotler, “Marketing management”. Hall of india.

S.S Sherlekar, “ principle of marketing”,

C.R Kothari, “Research methodogy”.

BUSINESS STUDIES

12TH CLASS (CBSE)

WEBSITE:

www.bata.com

www.bataindia.co
 QUESTIONNAIRE
1) What type of footwear do you prefer to wear??

a) Branded b) Unbranded

If branded which brand you prefer the most??

Please specify_____________________-

2) From past how many years you are using BATA footwear, Have you seen any change in
quality??

a) Below 1 years

b) Below 2 years

c) Above 3 years

3) How much does the advertisement affect your purchase behaviour??

a) Large amount

b) Some extent

c) Not much

4) What attributes influence you to buy same footwear??

a)Price d) Design
b)Quality e) Wide Range
c) Comfort f) Durability

5) What is your frequency of purchasing ??

a) Yearly

b) Half yearly c) Any other

6) Which of these would encourage you to purchase??

a) Free gift & lucky coupons b) Discount

c) Price & schemes d) offer free trips, lottery

7) Factors affecting visit to BATA showrooms (Rate in the order of your preferences. i.e.
1,2,3…)

a) Attractive window display b) Location

c) Sales person services d) A/C showrooms

d) Wide varieties f) less waiting time

8) Name any two brands, which you prefer in absence of BATA??

1)__________________ 2) _____________________

9) Would you suggest others to buy BATA footwear??

a) Yes b) NO

If not why_____________________________________________________________

10) Are you satisfied with the performance of BATA footwear??

a) Yes b) No

11) Any suggestions for improvement??

______________________________________________________________________________
______________________________________________________________

Name of respondent (optional) - _________________________

Age – a) below 15 b)15 – 35 c) 35 - 45

d) 45 and above

Occupation:

a) Self-Employed b) Employed