Bata Thesis

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A
DISSERTATION REPORT
ON
“EFFECTIVENESS OF MARKETING
COMMUNICATION TOOLON
CONSUMER DECESION ON
FOOTWEAR BATA”
Submitted by
HIMANSHU RANJAN
in partial fullment for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION

Doon Business School Global

122Mi, Behind Pharma City, Selaqui, Dehradun-2481, !ttara"hand
1
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
#uly 214

CERTIFICATE
Certifed that this Report titled "EFFECTIVENSS OF MARKETING

COMMUNICAITON TOOL ON CONSUMER DECESION ON FOOTWEAR
BATA " is the bonafde work o Himanshu Ranjan ( Roll No ) who
carried out
the work under my supervision. Certifed urther that to the best o my
knowlede
the work reported herein does not orm part o any other thesis or
dissertation on the
basis o which a deree or award was conerred on an earlier occasion on
this or any
other candidate.
2
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C$%&'%&S
TOPIC PAGE
NO.
CHAPTER I 50617
1( )%&*$D!C&)$% 50
1.1 Significance of the stud 57
1.2 Re!ie" of #iterature 58
1.3 O$%ecti!es of the Stud 1&
1.& 'ethodo(og 1/
1.) #i*itations of the stud 17
CHAPTER II 18623
2( *'S'+*C D'S)G% 18
2.1 T+es of research design 18
2.2 ,ata co((ection fro* secondar source 18
2.3 ,ata co((ection fro* +ri*ar source 18
2.& Sca(ing techni-ues 25
2.) uestionnaire de!e(o+*ent and re-uisitions 21
2./ Sa*+(ing techni-ues 23
2.0 ie(d "or 23
CHAPTER III 2&6&5
( D+&+ +%+./S)S 2&
3.1 ,e*ogra+hic +rofi(e of the res+ondent 2&
3.2 ,ata Ana(sis 20
3.3 CH S-uare Ana(sis 30
3.& Corre(ation Ana(sis 38
CHAPTER I4 &1
0)%D)%GS +%D S!MM+*/ &1
3
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CHAPTER 4  &26&3
C$%C.!S)$% &2
B)B.)$G*+P/ &2
C+P&'* 1
)ntroduction
9ata India is a foot"ear *anufacturing co*+an incor+orated in 1831.The Co*+an "as

ear(ier no"n as 9ata shoe Co*+an "hich (ater in 1803 changed the na*e to B+&+
)%D)+.
The co*+an *anufactures foot"ear for *en: "o*en and chi(dren. The co*+an
*anufactures shoes of !arious -ua(it such as (eather: ru$$er: can!as and P4C shoes.
Bata Grou3 has orldide 3resence across 5 continents, ser6in7 1 million customers
3er day and o3eratin7 4, retails stores 7lobally(
Prior to incor+oration of 9ata foot"ear "ere *anufactured $ handicrafts and s*a((
enter+rise sectors. The co*+an started "ith its s*a(( o+eration unit at ;onnagar <near
Ca(cutta= in 1832.
Current( it has fi!e factories (ocated at 9atanagar <"est 9enga(=: 9atagan% <9ihar=:
arida$ad <Harana=: Peena <;arnataa= and Hosur <Ta*i(nadu=.
9)S)$%
Gro as dynamic, inno6ati6e and *aret dri!en *anufacturer and distri$utor: "ith
foot"ear industr "hi(e *aintaining a commitment to the country, culture : and
en!iron*ent in "hich the coo+erate.
M)SS)$%
&
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 res3onsi6e or7ani<ation, ith

&o be success:ul as the most dynamic, :le;ible and mar"et
:ootear as its core business
1 S)G%)0)C+%C' $0 &' S&!D/ >
• Gone are the days hen consumers ere least bothered about their :ootear and
ore hate6er as o::ered to them . No" the need a strong and sustaina$(e $rand
"hich can offer sound tangi$(e $enefits: foot"ear "hich is dura$(e: co*forta$(e as
"e(( as st(ish that can enhance their (oos.
• India is standing on the thresho(d of a retai( re!o(ution and "itnessing fast changing
retai( scenario: "ith foot"ear *aret set to e?+erience +heno*ena( gro"th in co*ing
ears. 9esides: the entr of nu*erous internationa( +(aers had a significant i*+act on
the Indian foot"ear *aret and the de*and for it "i(( continue to gro" in future as
"e(( according to the @Indian oot"ear 'aret orecast 251&.
• According to the (atest stud on the sector: Indian foot"ear industr +ossess
significant +otentia( "ith o!era(( *aret antici+ated to gro" at a CAGR of around 8B
during 25116251&.
Bata )ndia is the (argest co*+an for the 9ata Shoe Organiation in ter*s of sa(es
+airs and second (argest in ter*s of re!enues. =ith 125 stores across the country,
it also has the idest retail netor"(
The co*+an en%os the highest *aret share in India and this is e!ident fro* the fact
that the tota( retai( +resence of the co*+an current( is *ore than thrice that of its
c(osest co*+etitor #i$ert. Bata has o6er 15> mar"et share in the or7ani<ed
*etail mar"et and around (5> share in unor7ani<ed retail(
• Bata is still the 3ioneer in the or7ani<ed :ootear industry but the chan7in7
3re:erences o: the consumers is the a3e; 3oint "hen the co*+an is a"are of and
a("as endea!ors to fu(fi(( the de*and of the consu*ers. The state*ent of the
)
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
co*+arati!e stud of the *aret +otentia(( and consu*er +erce+tion "ith the s+ecia(
reference to gents shoes: (adies and ids shoes.
• $ur research hi7hli7hts the chan7ed consumer?s beha6ior toards Bata . 9ata has
a("as no"n for its Ha"aii cha++a(s targeting u++er *idd(e and *idd(e c(ass. 9ata
(ags in ter*s of inno!ation and design +atternsD toda "e can see that the design of
the shoes offered $ 9ata is not *atching "ith the acce+tance of the consu*ers. 9ata
India #td. )n 1@@ shi:ted its :ocus :rom u33er middle to 3remium se7ment
hich brou7ht them into di::iculty . #ater the ca*e u+ "ith ne" $rands under 9ata
as Hush Pu++ies: 'arie C(aire: 9u$$(e gu**er etc.
• Toda is the "or(d of techno(og: e?tensi!e use of *areting strategies is needed $

the co*+an in order You're
to create Reading
its i*age in a
thePreview
*inds of the custo*ers. Ta(ing a$out
9ata: the do not do aggressi!e
Upload *areting toto(ure
your documents the custo*ers. The (ac on6(ine
download.
+resence and in such a co*+etiti!e "or(d: E6*areting is *ust to *ae the !isi$i(it
of the +roduct s to its custo*ers. Bata has :ocused only the main cities thus
Upload to Download
i7norin7 their interest in tier  cities hich has emer7ed as the main 3roblem for
the co*+an $ecause *ost +o+u(ationOR
of the countr resides in tier 3 cities.
Become a Scribd member to read and

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1(2 *'9)'= $0 .)&'*+&!*'
Mar"etin7 *esearch @is a sste*atic *ethod of co((ecting: recording and ana(sing of data
"hich is used to so(!e *areting +ro$(e*s. It is a sste*atic +rocess of co((ecting
infor*ation a$out *areting +ro$(e*. Then: it co((ects fu(( infor*ation a$out the custo*ers.
It finds the needs and e?+ectations of custo*ers. It he(+s the co*+an to *ae its +roduction
and *areting +o(icies.
&he 3ur3ose o: mar"etin7 research +ro%ect is to achie!e an increased understanding of the

su$%ect *atter. ith *aret You're Reading
throughout the "or(d a$eco*ing
Preview increasing( *ore co*+etiti!e:
*aret research is no" on the agenda of *an organiations "hether $e it (arge or s*a((.
Upload your documents to download.
• According to +merican Mar"etin7 +ssociation : @'areting Research is the sste*atic
Upload
gathering: recording and ana(sing to Download
of data a$out +ro$(e*s re(ating to the *areting of goods
and ser!ices.
OR
• According to Phili3Become a Scribd member

Aotler: @*areting research to
is aread and +ro$(e* ana(sis: *ode(
sste*atic
download
$ui(ding and fact finding for fullof
the +ur+ose documents.
i*+ro!ed decision6*aing and contro( in the
Start Your 30 Day FREE Trial
*areting of goods and ser!ices.
• According to Da6id .uc", Donald &aylor and u7h =ales : @*areting research is the
a++(ication of scientific *ethods in the so(ution of *areting +ro$(e*s.
'areting research is needed $efore a +roduct is introduced to the *aret and on a regu(ar
$asis throughout its (ife. Research is not (i*ited to +roductsD it is conducted to ans"er
-uestions a$out +otentia( *aret seg*ents: entire stores: $rand na*es: ad!ertising: +rices and
e!er other as+ect of *areting. <Ar%un PanditD *areting 1& th edition=
'areting research consists of a(( the acti!ities that ena$(e an organiation to o$tain the
infor*ation it needs to *ae decisions a$out its en!iron*ent: *areting *i?: and +resent or
0
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12/12/22, 12:43 PM Bata | PDF | Marketing Research | Level Of Measurement

Search Read free for 30 days

Uploaded by Samuel Davis on Apr 27, 2015

Download now  Search document 

MASTER OF BUSINESS ADMINISTRATION

Doon Business School Global

Certifed that this Report titled "EFFECTIVENSS OF MARKETING

9ata India is a foot"ear *anufacturing co*+an incor+orated in 1831.The Co*+an "as

 res3onsi6e or7ani<ation, ith

1 S)G%)0)C+%C' $0 &' S&!D/ >

• Toda is the "or(d of techno(og: e?tensi!e use of *areting strategies is needed $

Become a Scribd member to read and

1(2 *'9)'= $0 .)&'*+&!*'

&he 3ur3ose o: mar"etin7 research +ro%ect is to achie!e an increased understanding of the

• According to Phili3Become a Scribd member

You're reading a preview 

Unlock full access (pages 9-20) by

You're reading a preview 

Unlock full access (pages 26-37) by

You're reading a preview 

Unlock full access (pages 41-48) by

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Consumer Perception Towards Bata

Report on Marketing Mix of Bata Shoe Company

Marketing Research Level Of Measurement Marketing

Questionnaire on Sports Shoes

Changes in Consumer Behaviour of India

titan watches - brand repositioning

Parle Company Presentation- By Raj

Project Report on Sales Promotion

Vadilal Ice Cream

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Bcg Matrix of Amul India

project report of parle product

IMC Plan PepsiCo India

A sudy on consumer behaviour towards branded and non branded

CONSUMER PREFERENCE ABOUT DIFFERENT BRANDED SPORTS SHOES

PROJECT REPORT ON ITC AASHIRWAD (Repaired)

impact of celebrity endorsement toward lux soap

marketing project report on haldiram's

Project Report on Consumer Behaviour Regarding Various Branded

579. KishanMarketing Strategies of Airtel Ppppp

Roll no. 38.docx

A Study of Compterized Information

Humanism of Mathatma Gandhi

Birla Sun Life Advisior

t & d Life Insurance

investor investment behaviur in stock market.doc

Manpower Planning in Stura Hr

2review of Literature Avi.2

Investor Investment Behaviur in Stock Market

Employee Retention at Relaince

Social Security Scheme 

567. Dissertation Format

Prime Time Involvment of Audance

Synopsis on Organization Culture

Organization Culture and Employee Motivation

A Comparative Study of Seed Treatment of Indian Mustard

9ata India is a foot"ear anufacturing co+an incor+orated in 1831.The Co*+an "as

1(2 '9)'= $0 .)&'+&!*'

Nature & Importance of Retailing