Finished Project.docx

A STUDY ON “CUSTOMER SATISFACTION WITH SPECIAL REFERENCE TO BATA INDIA LTD” Mangalore

A project report submitted to the MANGALORE UNIVERSITY in partial fulfilment and completion of SIXTH SEMESTER BACHELOR OF BUSINESS MANAGEMENT BY KAZI AFNAN Reg. No. 164590352

UNDER THE VALUABLE GUIDANCE OF Mrs. SMITHA.M (Project Guide)

SHRI DHARMASTHALA MANJUNATHESHWARA COLLEGE OF BUSINESS MANAGEMENT MANGALORE – 575003 2018 – 2019

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SHRI DHARMASTHALA MANJUNATHESHWARA COLLEGE OF BUSINESS MANAGEMENT MANGALORE – 575003

2018-2019 CERTIFICATE This to certify that KAZI AFNAN of final year BBM bearing Register No.164590352 undertook the project work titled “A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL REFERENCE TO BATA INDIA LTD” in partial fulfilment of the requirement of Bachelor of Business Management Degree of Mangalore University and he has worked under my guidance and direction. The views expressed and suggestions made are entirely his own and based on his empirical study. ______________________________________________________________________________________________________________________________________________________

Accepted and Forwarded to Principal for Approval

Place: Mangalore Date:

Mrs. SMITHA.M (Project Guide)

______________________________________________________________________________________________________________________________________________________

Approved and submitted to Mangalore University for evaluation

Place: Mangalore Date:

Mrs. ARUNA KAMATH (Principal)

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DECLARATION I hereby declare that the project report entitled “A Study on CUSTOMER SATISFACTION ON BATA INDIA LTD IN KARNATAKA” has been prepared by me during the academic year 2018-2019 under the guidance of Mrs. SMITHA.M,

Project

guide

of

SHRI

DHARMASTHALA

MANJUNATHESWARA COLLEGE OF BUSINESS MANAGEMENT, MANGALORE in the partial fulfilment for the completion of SIXTH SEMESTER BBM OF MANGALORE UNIVERSITY.

I also declare that this Project report is a result of my own effort and not been submitted by any other university before.

Date: Place: Mangalore

KAZI AFNAN Register number: 164590352

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ACKNOWLEDGEMENT

I am very thankful to the Almighty to let me in the right way to attain this goal. It is indeed my pleasure to make use of this golden chance to thank the many people who stood by me and contributed in their special ways to make this study project a successful one. I wish to place on record my gratitude and thanks to everyone who has helped in the preparation of this Project report. My appreciation goes out to everyone for their efforts and help.

I am indeed very grateful to my company project guide Mr. HARISH RAJ, Manager of BATA INDIA LTD, who has supported me so much with completion of my entire project

Let me take this opportunity to thank our respected principal Mrs. ARUNA P KAMATH for giving me an opportunity to conduct the study.

I am in debt to Mrs SMITHA.M, lecturer and my project study guide who inspired me to work with vigour every time. I would like to thank the respondents for their co-operation and my friends without whom this report would not have been a reality.

Sincere thanks to one and all KAZI AFNAN Reg No: 164590352

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LIST OF CONTENTS CHAPTER NO.

PARTICULARS

PAGE NUMBER

List of tables and charts 1.

Introduction

10-13

2.

Conceptual Framework

14-22

3.

Industry Profile

23-26

4.

Company Profile

27-35

5

Data Analysis

36-

6

Findings, suggestions and conclusion Annexure Questionnaire Bibliography

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LIST OF TABLES TABLE NO

PARTICULARS

PAGE NO

1

Table showing the gender of the respondents

37

2

Table showing the monthly income of the respondents

38

3

Table showing whether the respondents have purchased the Bata Product for the first time

39

Table Showing the awareness about the brand bata. 4

40

5

Table showing the respondents opinion on the demonstration and selction of display of bata product

41

6

Table showing when do the respondents purchase the product bata

42

7

Table showing the type of footwear the respondents usually purchase

43

8

Table showing the opinion oof respondents on the bata product with respect to the reange of payment options

44

9

Table showing how often do the respondents use Bata products

45

Table showing period of use of bata products

46

11

Table showing factors considered while purchasing bata products

47

12

Table showing rate of service provided by bata footwear

48

10

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13

Table showing if the respondents would purchase the bata product again

49

14

Table showing if the quality of bata product is up to the mark

50

15

Table showing respondents attraction towards brand bata

51

16

Table showing availability of favourite choice in the nearest bata showroom

52

17

Table showing usage of products of any other footwear brand

53

18

Table showing respondents satisfaction with bata product with respect to overall quality

54

19

Table showing respondents satisfaction with bata products with respect to comfort

55

20

Table showing responents satisfaction with Bata product with respect to first use experience

56

21

Table showing respondents suggestion towards improvements in Bata

57

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LIST OF CHARTS CHART NO

PARTICULARS

PAGE NO

1

Chart showing the gender of the respondents

37

2

Chart showing the monthly income of the respondents

38

3

Chart showing whether the respondents have purchased the Bata Product for the first time

39

Chart Showing the awareness about the brand bata. 4

40

5

Chart showing the respondents opinion on the demonstration and selction of display of bata product

41

6

Chart showing when do the respondents purchase the product bata

42

7

Chart showing the type of footwear the respondents usually purchase

43

8

Chart showing the opinion oof respondents on the bata product with respect to the reange of payment options

44

9

Chart showing how often do the respondents use Bata products

45

Chart showing period of use of bata products

46

11

Chart showing factors considered while purchasing bata products

47

12

Chart showing rate of service provided by bata footwear

48

10

8|Page

13

Chart showing if the respondents would purchase the bata product again

49

14

Chart showing if the quality of bata product is up to the mark

50

15

Chart showing respondents attraction towards brand bata

51

16

Chart showing availability of favourite choice in the nearest bata showroom

52

17

Chart showing usage of products of any other footwear brand

53

18

Chart showing respondents satisfaction with bata product with respect to overall quality

54

19

Chart showing respondents satisfaction with bata products with respect to comfort

55

20

Table showing responents satisfaction with Bata product with respect to first use experience

56

21

Chart showing respondents suggestion towards improvement in bata

57

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Chapter 1

Introduction  Scope of The Study  Area of Study  Objective  Methodology  Research Design  Sources of Data  Limitation

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INTRODUCTION Bata footwear is the largest player in the footwear industry. It manufactures and markets footwear for every walk of life. It is the first Indian company to introduce shoes using latest technology under its brand “Bata Tech”. Bata companies annually manufactures over 14000000 pairs of shoes in 46 production facilities. Bata a house hold name in India and is the undisputed leader in the footwear technology. Bata companies serve almost 1 million customer each day. Bata companies strive to listen to the customer in their local markets and clearly identify their footwear needs and then to provide products that exceed their customer expectation in terms of quality, style and value.

SCOPE OF THE STUDY The present study is carried out in order to determine the customer’s preference and perception towards the footwear brand Bata and also to assess the strength and weakness of Bata footwear product line. This study also reveals what are the drawbacks of Bata footwear.

AREA OF STUDY: A study on Customer Satisfaction with regard to Bata India Ltd. in Mangalore.

OBJECTIVE:  It understands the interest, attitude and preference of the people towards Bata footwear.  To understand satisfaction of customers.  To know the brand image of BATA.



To know why people, opt for BATA products.

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 To know whether customer is satisfied with the product of BATA FOOTWEAR.  To know the service and other facilities provided to customers.

PROJECT DESIGN: A project design is a plan or conduct of formal investigation and survey. It is the specification of methods and procedures for acquiring the information need for research for solving problems. Collection of information or data is possible with the help of primary and secondary sources.

PRIMARY SOURCES OR DATA: Primary data consist of the information or data collected directly from the respondent’s customer of BATA FOOTWEAR. It can be classified into,  Interview I) Personal interview II) Telephone interview  Questionnaire I) Structured/closed II) Unstructured/open ended  Discussion and interaction with the sales executives.

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SECONDARY SOURCE OR DATA: Secondary data consists of data and information collected through literatures such as    

Magazine Journals Brochures Internet

LIMITATIONS:  Respondents may not be representative of the population at large because the survey was conducted in Mangalore city and were selected at random.  Though on intensive attempt has been made to collect the necessary data, the availability of certain data proves to be limitation.  An in-depth conclusion cannot be drawn as customer mind is ever changing with the changes in economy and trends. Thus, a limitation of variation in customer likes and preference are predominantly resistant.  Time was indeed a major limitation. And information can vary from time to time due to technical advancements and changes.

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CHAPTER 2 CONCEPTUAL FRAMEWORK  CUSTOMER SATISFACTION  MEASURING CUSTOMER SATISFACTION

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CUSTOMER SATISFACTION CUSTOMER SATISFACTION: Satisfaction is person’s feelings or pleasure or disappointment resulting from comparing a product’s perceived performance related to his/her expectation. As this definition makes it clear, that satisfaction is a function or perceived performance, and expectations the customer is dissatisfied. If the performance matches the expectations the customer is satisfied. If the performance exceeds expectations the customer is satisfied and delighted. Many consumers are aiming for high satisfaction because customers who are just satisfied still find it easy to switch over to a better offer which comes along with it. High satisfaction or delight creates an emotional bond with the brand and products, not just a rational preference. This result is high customer loyalty. The key to generating high customer loyalty is to deliver high customer value. According to Michael Lanning as described in his Delivering Profitable Value, “A company much develop a competitively superior value proposition is much more than its positioning on a single attribute. It’s a statement about the resulting experience which customers will have from the offering and their relationship with the suppliers. The most represent a promise about the total resulting experience. That the customers can expect. Whether the promise is kept depends upon the company’s ability to manage its value delivery system. The delivery system includes all the communication channels experiences the customers will have on the way to obtaining the offering. In addition to tracking customer’s value expectations and satisfaction, companies need to monitor their competitor’s performance in these areas. For customer centered companies, customer satisfaction is both a goal and a marketing tool. Companies that achieve high customer satisfaction rating makes 15 | P a g e

sure that their target market know it if companies increases customer satisfaction by lowering its price or increasing its service which may result in low profits. The company might be able to increase its profitability by means other than increases satisfaction (For Example, by improving manufacturing process or investing more in R&D). also, the company has many stakeholders, including employees, dealers, suppliers, and stockholders. Spending more to increase customer satisfaction divert funds from increasing the satisfaction of other might divert funds from increasing the satisfaction of other “partners”. Ultimately, the company must operate on the philosophy that it is trying to deliver a high of customer satisfaction subject to delivering acceptable levels of satisfaction of other stakeholders, given its total resources.

CUSTOMER EXPECTATION: Form past buying experience, friends, and associates, advices and marketers, and competitor’s information and promises. If marketers raise expectations too high, the buyer is likely to be disappointed. However, if the company sets expectation too low, it won’t attract enough buyers (although it will satisfy those who do buy). A customer’s decision to be loyal or be loyal or to defect is the sum of many encounters with the company. Consulting firm forum corporation says that in order for all these small encounters to add up to customer loyalty, companies need to create a “branded customer experience”.

MEASURING SATISFACTION: Many companies are systematically measuring customer satisfaction and the factors shaping it, for example, IBM tracks how satisfied customers are with

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each IBM salesperson they encounter and makes this a factor in each salesperson’s compensation. A company would be wise to measure customer satisfaction regularly because one key to customer retention is customer satisfaction. A highly satisfied customer generally stays loyal longer, buys more as the company introduces new products and upgrades existing products, talk favourably about the company and its products, pays less attention to competing brands and is less sensitive to price, offers product or services ideas to the company, and costs less to serve than new customers because transactions are routine. The link between customer satisfaction and customer loyalty however is not proportional. Suppose customer satisfaction is rated on a scale from one to five. At a very low level; of customer satisfaction (level one), customer is likely to abandon the company and even bad-mouth it. At level two to four, customer is fairly satisfied but still find it easy to switch when a better offer comes along. At level five, the customer is very likely to repurchase and even spread good work of mouth about the company, not just rational preference. When customer rate their satisfaction with an element of the company’s performance says, delivery need to recognize vary in how they define good delivery. It could mean early delivery, on-time delivery, order completeness, and so on. The company must also realize that two customers can report being “highly satisfied” for different reasons. One may be easily satisfies most of the time and the other might be hard to please but was pleased on this occasion.

Methods Exits to Measure Customer Satisfaction 1. Periodic surveys:

This type of surveys can track customer

satisfaction directly. Respondents can also be asked additional questions to 17 | P a g e

measure repurchase intention and the likelihood or willingness to recommend the company and the brand to others.

2. Customer loss rate: Companies can monitor the customer loss rate and contact customers who have stopped buying or who have switched to another supplier to learn why this happened.

3. Mystery shopper: Companies can hire mystery shoppers to pose as potential buyers and report on strong and weak points experienced in buying the company’s and competitor’s products. Manager themselves can enter company and competitor’s sales situation where they receive, or phone their own company with questions and complaints to see how the calls are handed. For customer satisfaction surveys, it’s Important that companies ask the right questions. Fedrick Reichheld suggested that perhaps only one question really matters, “would you recommend this product or service to a friend?” He maintains that marketing departments typically focus surveys on the areas they can control, such as brand image, pricing, and the product features. According to Reichheld, a customer’s willingness to recommend to a friend’s results from how well the customer is treated by the front-line employees, which in turn is determined by all the functional areas that contribute to a customer’s experience. In addition to tracking customer value expectations and satisfaction, companies need to monitor their competitor’s performance in these areas. One company was pleased to find that 80 percent of its customers said they were satisfied. Then the CEO found out that its leading competitors had a 90 percent customer satisfaction scores. He was further dismayed when he learned that this competitor was aiming for a 95 percent satisfaction score. 18 | P a g e

A customer-cantered companies, customer satisfaction is both a goal and a marketing tool. Companies need to be especially concerned today with their customer satisfaction level because the internet provides a tool for customer to spread bad word of mouth as good word of mouth to the rest of the world.

Product and Service Quality Satisfaction will also depend on product and service quality. What exactly is quality? Various experts have defined it as “fitness for use” “freedom from variation” and so on. We will use American society for quality control’s definition: Quality: is the totality of features and characteristics of a product or services that bear on its ability to satisfy started or implied needs. This is a customer-centred definition. We can say that the seller has delivered quality whenever the seller’s product meets or exceeds the customer’s expectations. A company that satisfies most of its customer’s needs most of the time is called a quality and performance quality (or grade) Total quality is the key to value creation and customer satisfaction. Total quality is everyone’s job, just as marketing is everyone’s job. Marketers who don’t learn the language of quality improvement, manufacturing, and operations will become as obsolete as buggy whips. The days of functional marketing are gone. We can no longer afford to think of ourselves as market researchers, advertising people, direct marketers, strategists, we have to think of ourselves as customer satisfiers, customer advocates on whole processes. Marketing managers have two responsibilities in quality-cantered company. First, they must participate in formulating strategies and policies to help the company win through total quality excellence. Second, they must deliver marketing quality alongside production quality. Each marketing activity-

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marketing research, sales training, advertising, customer services, and so on must be performed to high standards.

Identifying and Satisfying Customer Needs The company must define customer needs carefully in designing a service support program. Customer have three specific worries  They worry about reliability and failure frequently. A farmer may tolerate a combine that will break down once a year, but not two or three times a year.  They worry about downtime. The longer the downtime, the higher the cost. The customer counts on the seller’s service dependability, the seller’s ability to fix the machine quickly, or at least provide a loaner.  They worry about out-of-pocket costs. How much does the customer have to spend on regular maintenance and repair cost? A buyer takes all these factors into consideration in vendor. The buyer tries to estimate the life-cycle-costs, which is the product’s purchase cost plus the discounted cost of maintenance and repair less the discounted salvage value. Buyers ask for hard data in choosing among venders. The

importance

of

reliability,

service

dependability,

and

maintenance vary. A one computer office will need higher products reliability and faster service than an office where other computer are available if one breaks down. Reliability is an important, manufacturer or service providers can offer guarantees to promote sales. To provide the best support, a manufacturer must identify the service customers value most and their relative importance. In the case of expensive equipment, manufactures offer facilitating services such as installation, staff training, maintenance and repair services, and financing. They may also add

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value-augmenting services. A company must make promises to the buyers to satisfy them not only after purchasing any product but prior to it. These be like  Five-year product warranties  Quality audits after project installation  Guaranteed move-in dates  Trade in allowance on system products. A manufacturer can offer and charge for product support services in different ways. One specialty organic-chemical company provides a standard offering plus a basis level of services. If the customer wants additional services, it can pay extra or increase its annual purchases to higher level, in which case additional services would be included. As another alternative, many companies offer services contracts (also called extended warranties), in which sellers agree to provide free maintenance and repair services for a specified period at a specified contract price. Service contracts often have variable length and different deductibles so that customers can choose the service level they want beyond the basis service package. Company need to plan product design and service-mix dictions in tandem design and quality-assurance managers should be part of the new product development team. Good product design will reduce the amount of subsequent servicing. Companies are adding modularity and disposability to facilitate selfservicing to have total customer satisfaction.

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CHAPTER 3 INDUSTRY PROFILE  OVERVIEW OF THE FOOTWEAR INDUSTRY  EVOLUTION OF FOOTWEAR

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OVERVIEW OF THE FOOTWEAR INDUSTRY The footwear sector is a diverse industry which covers a wide variety of materials ( textile, plastics, rubber or leather) and products from different types of men’s, and women’s and children’s footwear to more specialised product, like snowboard boots and protective footwear. This diversity of end products corresponds to a multitude of industry processes, enterprises or market structures. Indians footwear sector is one of the major revenue earners in country. The footwear industry is a significant segment of the leather and fashion industry in India. Footwear industry is basically labour intensive and is generally seen that is concentrated in the small and cottage sectors. The Indian footwear industry ranks second among the footwear producing countries next to China. Various types of shoes produced and exported from India include dress shoes, casuals, moccasins, sports shoes, horacchis, sandals, ballerinas and booties. Major production centres are Chennai (Madras), Delhi, Agra, Kanpur, Mumbai (Bombay), Calcutta and Jalandhar. Most of the modern footwear manufactures in India are already supplying to well established brands in Europe and USA. The large domestic market and the opportunity to cater to world markets makes India an attractive destination for technology and investments. Equally relevant as it for the footwear components industry, at this juncture, it is posed for real growth and diversification. 23 | P a g e

Globally, the trends towards sourcing to countries with low-cost production continues. Overall, the Far East continues to be the key area for footwear sourcing, but Eastern Europe has become more important as closer proximity helps European retailers to move faster. India and Vietnam are also considered important for sourcing. India is especially strong in the men’s footwear segment though the world’s major production is in ladies’ footwear. This not only limits the scope for footwear exports, but also points to a huge potential in the domestic market.

EVOLUTION OF FOOTWEAR The sandals was the earliest form of shoes made by a “specialist” shoemaker. The early Egyptians made sandals, which consisted of a sole, held by a single piece of a leather. This foot sandal is still popular in certain parts of the world. Through out history , shoes have not only provided protection but also added style and indicated social status. The early shoe design were often taken from nature. By the early 16th century a new fashion emerged in the women’s category called rounded toes. In the middle of 18th century, many changes took place in the shoes naming process, by the use of simple hand tools, people started to make home made shoes and brought about a revolution. Improved sewing machines were developed and thus shoe making became a factor operation. The Indian shoe industry produces about 520 million pairs annually: this production is second only to china, which produces about 685 million pairs annually. The major markets for Indians footwear components are the UK, Germany, Italy and USA, France and Portugal. Nearly 90% of India’s footwear components are to the above countries.

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The major competition for the Indian shoe industry exports is from china. There has also been a move by some international environmental agencies seeking a ban on Indian leather products claiming the unethical slaughter practices were being used In India. The industry faces a challenge on this account.

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CHAPTER 4 COMPANY PROFILE OF BATA INDIA LTD

 ORIGIN OF BATA  INTRODUCTION TO BATA INDIA LTD  BATA GROUP  BATA BRANDS

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ORIGIN OF BATA Foundation, Tomas Bata The company Bata was founded in 1894 in Zlin(today known as Czech Republic) by Tomas whose family had been cobblers for generations. A large order from the army, military shoes and rising demands for them, during World War 1 started rapid growth and small manufactures turned into modern industrial concern, one of the first mass producers of shoes. Tomas Bata was recognized for his social conscience, establishing housing, cinemas and advancement programmes for his employees. The phrase “work collectively, live individually” is one for the sayings. Bata recognized the potential of large-scale production and was often called “Henry Ford of Eastern Europe”. He saw technology as a means of progress and wanted to make the shoes as cheaply as possible so that the greatest number of people could access them. In 1932 Tomas died in a plane crash as the Zlin airport and his half-brother Jan Antonin Bata became head of the company.

At the time of Tomas death, the Bata company employed 16,500 people, maintained 1,645 shops and 25 enterprises. The total international contribution to 27 | P a g e

the Bata organization at the time of Tomas death consisted of 20 international enterprises, 132 shops and 790 employees.

INTRODUCTION TO BATA FOOTWEAR: India is one of the fastest growing and emerging markets in the world. In the footwear marker, India offers major opportunity. The youthful demographics of the population, the increasing exposure to westernized electronic media and growing consumerism has all lead to an increasing demand for branded shoes. The attributes such as image, variety, quality, design, availability, durability, comfort etc play an important role in consumer purchase decision. Therefore, it is quite essential for the companies to understand perception of customers and try to cater to their needs providing them right product and also quality service, thus rendering customer satisfaction. Bata a house hold name in India and is the undisputed leader in the footwear technology. It manufactures and markets footwear for every walk of life. Bata company annually manufactures over 140,000,000 pairs of shoes in 46 production facilities. Bata companies serve almost 1 million customers each day. Bata is the first company to introduce shoes using latest technology under its brand “Brand tech”. Bata companies strive to listen to the customers in their local markets and clearly identify their footwear needs and then to provide products that exceed their customer’s expectation in terms of quality, style and value. The store of Bata India was established at Trade Centre Bunts Hostel Road, Jyothi Mangalore in January 1988.

BATA GROUP Bata has worldwide reach, with operations across 5 continents managed by 4 regional meaningful business units (MBUs). Each unit benefits from synergies 28 | P a g e

specific to their environment, such as product development, sourcing or marketing support. Each MBU is entrepreneurial in nature, and can quickly adapt to changes in the market place and seize potential growth opportunities

BATA TODAY….  Serves 1 million customers per day  Employs more than 40,000 people  Operates 5,000 retail stores  Manages a retail presence in over 50 countries  Runs 33 production facilities across 22 countries Incorporated as Bata Shoe Company Private Limited in 1931 in India, the company went public in 1973 when it changed its name to Bata India Ltd. Our first factory was set up in 1913 which was then shifted to Batanagar. At the five factories- Batanagar, west Bengal (1936);Bataganj, Bihar(1942); Faridabad, Haryana (1951); Peenya, Karnataka(1988); Hosur, Tamil Nadu (1994)- the Company manufactures quality leather, rubber, canvas and PVC shoes in wide-ranging designs and styles at affordable prices, Bata Footwear has a in-house tannery at Mokameh Ghat in Bihar, which is the second largest in Asia.

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Bata Footwear is the largest company for the Bata Shoe Organization in terms of sales pairs and the second largest in terms of revenues. With 1250 stores across the country, it also has the widest retail network within the BSO. By the time Bata had come to India in 1931, it was already recognized as a leading shoe brand. Its manufacturing and marketing operations announced the rise and the development of a modern footwear industry in India. Before Bata, footwear was produced primarily in the handicrafts and small enterprise segments. Bata, over the decades, used the “current knowledge” from its international experience to create adaptive and innovative baseline standards or the shoe businesses in India. Incorporated as Bata Shoe Company Private Limited in 1931, the company was set up initially as a small operation in Konnagar (near Calcutta) in 1932. In January 1934, the foundation stone for the first building of Bata’s operationnow called the Bata. In the years that followed, the overall site was doubled in area. This township is popularly known as Batanagar. It was also the first manufacturing facility in the Indian shoe industry to receive the IS0:9001 certification. The company went public in 1973 when it changed its name to Bata India Limited, Bata Footwear has established itself as one of Asia’s largest footwear retailer. It has cornered around 35 per cent market share in the organized sector (and approx., 8.5% of the total footwear market) Almost 98 percent of the company’s revenue is from the domestic market while the rest is from exports. The company currently sells over 45 million pairs of shoe every year and has an annual sales turnover of more than Rs 8000 million (USD178 million). Over the years, Bata footwear has established a leadership position in the footwear industry and is easily the most trusted name in branded footwear. Its retail network of 1250 stores give it a coverage that no other footwear 30 | P a g e

company can match. The stores are present in good locations and can be found in all the metros, mini-metros and towns. In terms of products, the company has now built a good market-oriented collection that is in line with fashion trends and offer a good quality to price ratio. Its product range now encompasses classic shoes such as Ambassador for Men and comfort shoes such as Comfit for Ladies, as well as a trendier collection for Ladies in the Marie Claire range and a sporty fashion collection for young adults in the North Star range. Bata’s smart looking new stores supported by a range of better quality products are aimed at offering a superior shopping experience to its customers. And the new face of Bata Footwear is now visible to the industry as well as its customers. Today, backed by a brand perception of experience, the company is working towards positioning itself as a vibrant and contemporary young brand. It has significantly transformed its retail formats to become more lifestyle-oriented, which has helped change consumer perception to a large extent. Although Bata operates in a wide variety of markets, climates and buying power, Bata companies share the same leadership points. Two important ones are product concept development and constant improvement of business processes to offer customers great value and the best possible service. The company is currently headquarters in Lausanne, Switzerland with 4 business units  Bata Europe, Lausanne  Bata Emerging Markets, Singapore  Bata Branded Business, Best Holland  Bata North America, Toronto

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BATA BRANDS

PRRMIUM COLLECTION Bata has been delivering handcrafted 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 the most international collection from the Bata and are available at selected Bata stores in Europe and in leading Department stores in Asia and the Middle East. They all incorporate innovative leading design with the application of modern technology. They are our signature shoe for both women and men. 32 | P a g e

BATA INDUSTRIALS Footwear beyond Safety Bata Industrials is a specialized division of the Bata Group producing industrial and work-related footwear, hosiery and accessories. Bata Industrials is present on four continents to efficiently serve industries in Africa from South Africa, in Asia from Australia, in Latin America from Chile and in Europe from Holland.

POWER Power embodies diversity with ranges in running, training, court, basketball, football and outdoor that combine functionality with creativity. International proskaters signature shoes designed to meet the demanding needs of skateboarding are developed under the power-skate line. Power is sold across five continents via Bata retail stores and distributors network.

Marie Claire Marie Claire shoes are for women with an active lifestyle who seek contemporary modern styles. Marie Claire shoe stores successfully opened in Latin America

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and Asia. Bata Brands is the trademark owner of Marie Claire shoes worldwide (except in japan and korea)

HUSH PUPPIES Bata India's premium Brand - Hush Puppies has been expanding in line with the overall retail expansion program and continues to open exclusive stores and shop-in-shop stores in premium departmental stores. At the end of year 2013, Hush Puppies had 34 exclusive stores and 37 shopping-shops.

FOOTIN Bata India's new retail concept - FOOTIN offers a new range of footwear focusing on affordable fashion and trendy styles. In FOOTIN stores, customers can get fashionable, young looking and affordable footwear presented through a high-density display concept. It is one of the new business models with a 34 | P a g e

different approach to improve volume growth of the company. Since 2012, Bata has opened 8 new FOOTIN stores across India, with range of footwear for both men and women focusing on fashionable and trendy styles at an affordable price.

HISTORY of Bata  1894-The T.& A. Bata Shoe Company is registered in Zelin, Czechoslovakia by the siblings Thomas, Anna and Antonio Bata - the eighth generation of shoe-making Batas. 

1895-Antonio leaves the Company to join the army, his sister Anna follows shortly after to get married. Thomas Bata takes over the company leadership alone.

 1897-Thomas introduces the “Batavia”, the first fabric shoe and with it production mechanization.  1905-Production reaches 2,200 pairs per day, produced by 250 employees. Constant innovation of footwear to meet customers’ needs. Thomas Bata’s motto is “Our customer is our Master.”  1909-First export sales and first sales agencies in Germany, in the Balkans and in the Middle East. Bata shoes are of excellent quality and

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are available in more styles than had ever been offered before. Demand grows rapidly.  1917-Sales reach 2 million pairs per year produced by 5000 employees. Advanced production equipment is imported. As the Company prospers so do the communities where it operates. Bata creates stores, builds housing, schools and hospitals near factories.  1922-Following the First World War currencies are devalued and consumer purchasing power is at an all time low. Bata cuts shoe prices by 50%; stores are flooded with customers forcing the industry to follow the lead.  1925-The “Bata system” organizes operations in autonomous workshops with employee profit sharing introduced since 1923. Each one in the company is an entrepreneur. The Bata School of Work founded. It provides rigorous education and practical training to future Bata managers. 

1929-Introduction of customs tariffs. Bata responds by building factories in Swiss, Germany, England, France, Yugoslavia, Poland, Holland, the USA and India By the early 1930s, Bata is the world’s leading footwear exporter.

 1931-Bata India Limited the Company was incorporated at Calcutta. The Company Manufacture and market of all types of footwear, footwear components, leather and products allied to footwear trade. Bata was originally promoted as Bata Shoe Co Pvt Ltd by Leader AG, Switzerland, a member of the Toronto-based multinational, Bata Shoe Organisation (BSO). It became a public limited company in 1973 and the name was changed to Bata India Ltd.  1932-Thomas Bata is killed in a plane crash on the way to visit a factory under construction in Switzerland. Under the leadership of Thomas Bata's uncle, Jan Bata, the company intensifies diversification into the production of tires, aircrafts, bicycles, machineries. Thomas J. Bata, the 36 | P a g e

young son of Thomas Bata, convenes the 1st international congress of young Bata people.  1937-Tanning was introduced at the new factory at Batanagar, along with the introduction of leather products towards the end of the year.  1939-Bata operates 63 companies in various industries but footwear remains the core business with 60 million pairs sold per year in more than 30 countries.  1940-Part of the Company management under the leadership of Thomas J. Bata starts to operate from Bata, near Toronto, Canada.  1942-In addition to the footwear manufacturing plant, a machinery department was set up which produced the first Indian-made major shoe machine. A leather footwear factory was established at Patna, Bihar, which is known today as Bataganj.  1945-All Bata companies in Eastern European countries are nationalized by communist governments. The Company starts rebuilding itself from the remaining entities located outside Eastern Europe.  1960-The Company’s headquarters are officially relocated in Toronto under the leadership of Thomas J. Bata.  1988-Agreement was arrived at with Adidas of West Germany for manufacture and marketing of sports and special application footwear, spots goods and sports wear in India and the products were expected to be launched in December, 1989. Marketing of `Star' clothing’s designed by Murjani International, New York, U.S.A. and sourced through Inmark Brands Pvt. Ltd., was launched. A new brand of shoe, `Tigre' was introduced during the year for sales through wholesalers and independent retailers  1989-With the fall of Communism, Thomas Bata is invited by the new president, Vaclav Havel, to return to the Czech Republic and receives a hero's welcome. A chain of shoe stores is opened with the headquarters in Zelin, and a small shoemaking factory begins operations in Dolman Nancy. 37 | P a g e

 1990-Creativity, product innovation and research for higher quality levels is the core of Bata’s product development policy. The results are the international high standard, Bata premium collection.  1995-Partnership develops in Eastern Europe. Bata stores reopen in Russia, Poland, Croatia and Slovenia.  1999-To adjust to the market evolution Bata undertakes a major reorientation from manufacturing to designing, marketing and distribution.  2001-Thomas G. Bata, the founder’s grandson becomes the Group’s Chairman. A new international structure is implemented around 4 meaningful business units (MBUs) to give more focus to the business and gain synergies within each region, especially in sourcing and product development.  2002-As a part of re-inventing its core competencies, Bata shoe innovation Centres open around the world to focus on the development of shoes with exclusive comfort technology features and design.  2004-New steps into China with the opening of the Bata procurement centre in Guangzhou and a distribution partnership for the opening of Bata retail stores.  2006-Start of the 262 acre, Riverbank Township construction project to modernize the Batanagar factory complex near Kolkata. It is expected to be completed by 2011 with 2500 modern houses for employees, a large hospital, a school, and IT Park, a hostel and residential along the riverside. Launch of the branded business division to consolidate our existing worldwide branded business activities into a leading industrial and professional footwear company.  2008-The Bata emerging markets unit was created in order to maximize the synergies of all operations in Latin America, Africa, Asia and India . 38 | P a g e

 2009-The European shoe innovation centre (SICE) in Padova, Italy launched this year. As well as conducting research into new innovations, materials and design for our shoe technologies, SICE design and sources top quality products from the best worldwide suppliers for all our European stores.  2013 -Bata India gains as parent company hikes stake. -Bata India bagged the award for 'Most Admired Large Format Multi Brand Footwear Retailer of the Year' by the Images Shoes & Accessories Forum - 2013. Bata India Most attractive brand at the 11th position - 2013. Brand Equity recognized Bata into the 'Top Most Trusted Brands' in November 2013  2014 -Udyog Rattan Award - The Institute of Economics Studies honoured Mr. Rajeev Gopalakrishnan and the Company with the Certificate of Excellence and Gold Medal at the "International Global Meet" scheduled on the 23rd January 2014. -The Registered Office of the Company has been shifted from 6A, S.N. Banerjee Road, Kolkata 700 013 to 27B, Camac Street, 1st floor, Kolkata 700016, West Bengal, India. Tel: (033) 39802001 Fax: (033) 2289 5748.  2015-Bata India has splits its face value form Rs. 10 to Rs. 5

ADVERTISING, SALES PROMOTION & SEGMENTATION STRATEGY FOLLOWED by the BATA BATA India has traditionally spent less than 1 percent of its total revenue on advertising. This is far less than their competitors who spend anywhere between 5 and 10% of their revenue on advertising. ―Location location location‖- is a mantra for retail success. BATA has banked on building its retail store presence in middle of bustling bazaars in rural and urban areas and near urban suburban train stations. Coupling the location with VFM (Value for Money) shoes for the entire family has helped Bata sustain itself for three quarters of a century. The target segment for the brand used to be the lower and middle income segment of 39 | P a g e

the population. Like any other retail brand in the business, BATA too holds sales promotions at specific time periods in the year. These sales promotions are advertised through different mediums: Outreach media

Print Media

Electronic Media

Online Media

Bata was the first

Advertisement in

Promotion through

Through Facebook

business to place

magazines and

TV ads

Fan club page of

large advertising

newspaper

Bata India

signs at its own points of sale

SALES PROMOTION STRATEGY: 1. PRICE PROMOTION: - Price promotion refers to price discounting. It is done by two ways, namely a) DISCOUNTS: - A discount on the normal selling price of the product. For example, Bata a family footwear brand with showrooms all over the city, is offering discounts ranging up to 50% on shoes, sandals, chappals, ladies footwear, kid ‘s footwear and men ‘s footwear. This offer is available at all Bata footwear showrooms across the country. b) END OF SEASON SALE: - Bata often has End of Season sale ‘which helps in boosting up the sales figure. 2. SALES at POINT of PURCHASE: - Another feature of their sales promotion strategy is their point of purchase products. Products like Dr Scholl’s foot cream, Knee Pain Relief Orthotic, etc. are displayed over the cash counter so as to encourage customers to make an immediate purchase. 3. CONSUMER PROMOTION: - The tool already in use by BATA India group is ―Bata Gift Vouchers‖. The design of the vouchers need to be complementary to the theme used for advertising so as to reinforce the image of the brand. 40 | P a g e

These gift vouchers have the following features: -  Convenient denominations  6-month validity  Redeemable on all BATA products  Acceptable at over 1500 Bata stores across India. 4. “99’’ MAGIC FORMULA: - The psychological factor of prices ending with 99 gives the consumer a feeling of a good ‗bargain price ‘as against a cheap prize ‘. Bata India have cleverly managed to use this strategy to their advantage.

BATA SUB-BRAND SEGMENTATION BASED ON INDIAN INCOME GROUPS: -

Product Attributes:  Comfortable and Trendy Footwear  Easy to Maintain  Contemporary Styles with International Know-How  High Quality at affordable prices  Versatile products to suit each occasion.

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GROWTH STRATEGY The organization is the world‘s largest manufacturer and marketer of footwear. It has 83 companies spread all over the globe both in developed and developing countries. The organization is the leader in the use of modern technology and the latest management and marketing techniques. Its 73 manufacturing units produce a vastly comprehensive line of footwear from women‘s high fashion shoes to artic boots; men‘s dress shoes to popular sports shoes for the children. It operates 6300 company owned stores all over the world. This includes Bata family Athletes world Bubble gummers, Rizzi, Heyraud and Marie Claire stores. In addition Bata has around 50 thousands retailers the combined production and sales total 270,000,000 pairs of shoes per year. The Bata shoe organization has 67 thousands employees on its roles today. Bata limited; the world headquarters of Bata shoe organization located in Toronto is manned by experts in manufacturing, marketing, finance, product development and personnel. A work force that is available for training and guidance in all operations in the field. Today Bata India has become a legend behind it‘s a sage of determination and pursuit of excellence. A spirit of enterprise that has made Bata India a complex, multidimensional giant ever at the service of millions of people in India. How did it all begin? Today the largest footwear manufacturer is India. The biggest footwear market has wide wingspan-it covers the entire length and breadth of the country. The company prides itself in having your manufacturing units, two tanneries, and a number of ancillary units. Pursuing an active policy of encouraging exports since 1935, Bata India exports the largest number of canvas shoes from the country.

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CHAPTER 5

 DATA ANALYSIS

Table No.1: showing the respondents Gender Particulars

Respondents

Percentage 43 | P a g e

Male Female Total

60 40 100

60 40 100%

Chart No.1: showing the respondents Gender RESPONDENTS 1st Qtr

Female

40%

60%

According to the survey 60% of them were Male and the other 40% were Female.

Table No. 2: Showing the monthly income of the respondents Particular

Respondents

Percentage 44 | P a g e

Below Rs. 5000 23 23 5000-10000 17 17 10000-20000 28 28 Above 20000 32 32 Total 100 100% Chart No. 2: Showing the monthly income of the respondents RESPONDENTS

23% 32%

Below Rs 5000 5000-10000 10000-20000

17%

Above 20000

28%

Those who earn below Rs. 5000 a month is 23% and those who earn between 5000-10000 a month come up to 17%. 28% of the customers earn between 1000020000 a month and those earning more than 20000 a month make 32%.

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Table No. 3: Showing whether the respondents have purchased the Bata product for the first time?

Particular Yes No Total

Respondents 32 68 100

Percentage 32 68 100%

Chart No. 3: Showing whether the respondents have purchased the Bata product for the first time? PERCENTAGE

32%

Yes No

68%

A majority (68%) of the subjects in the survey are regular customer of Bat Footwear whereas the rest 32% of the customers surveyed are first time buyers.

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Table No. 4: Showing awareness about the brand Bata Particular Respondents Percentage Friends 17 17 Family 19 19 Media 38 38 Others 26 26 Total 100 100% Chart No. 4: Showing awareness about the brand Bata RESPONDENTS Friends

Family

Media

Others

17% 26%

19%

38%

Media plays a major role in making brand awareness among customers, both prospective and existing. 38% of the subjects of this survey came to know about Bata through the media, 36% were informed through family and friends and the rest 265 came to know through other promotional activities.

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Table No. 5: showing respondents opinion on the demonstration and selection of display of variety of Bata footwear products Particular Respondents Percentage Poor 18 18 Exceptional 50 50 Good 28 28 Total 100 100% Chart No. 5: showing respondents opinion on the demonstration and selection of display of variety of Bata footwear products RESPONDENTS Poor

Good 29%

Exceptional

Good

Poor 19%

Exceptional 52%

According to study, 50 percent of the surveyed customers find the selection and display of variety of Bata footwear products exceptional, 32 percent find it good and the rest 18 percent find it poor.

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Table No. 6: Showing when do the respondents purchase the product Bata Particulars During Offers Occasions New Design When Needed Total

Respondents 17 20 27 36 100

Percentage 17 20 27 36 100%

Chart No. 6: Showing when do the respondents purchase the product Bata Respondents When Needed

New Design

Occasions

During Offers

0

5

10

15

20

25

30

35

40

Respondents

Customers do not mind spending on footwear the design of which they like. 27% of the customers purchase the product of Bata when new designs arrive. 36% of them buy when needed and 20% for special occasions. The remaining 17% of the customers surveyed buy Bata products during special offer period.

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Table No. 7: Showing which type of footwear the respondents usually purchase? Particulars Respondents Percentage Kid’s wear 15 15 Men’s Wear 32 32 Ladies Wear 25 25 Sandals 28 28 Total 100 100% Chart No. 7: Showing which type of footwear the respondents usually purchase?

Respondents Respondents 35 30 25 20 15 10 5 0 Kid's wear

Men's wear

Ladies wear

Sandals

In this survey, 32% purchase men’s footwear, 25% purchase Ladies footwear, 28% opt for sandals which are suitable for people of all age and sex. 15% of the customers buy Kids wear from this store.

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Table No. 8: Showing respondents opinion on the Bata products with respect to the range of payment options Particulars Respondents Percentage Poor 16 16 Reasonable 46 46 Good 38 38 Total 100 100% Chart No. 8: Showing respondents opinion on the Bata products with respect to the range of payment options

According to the survey, a good 46 percent of the surveyed customers find the range of payment options on Bata products reasonable, 38 percent find payment options good and the rest 16 percent find it poor.

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Table No. 9: Showing how often do the respondents use the Bata products Particulars Respondents Percentage Daily 44 44 Weekly 13 13 Special 17 17 Occasionally 26 26 Total 100 100% Chart No. 9: Showing how often do the respondents use the Bata products Respondents 50 45 40 35 30 25 20 15 10 5 0 Daily

Weekly

Special

Occasionally

Respondents

A majority of 44% of the survey subjects use Bata products on a daily basis which speaks about the impact Bata has on its customers. 17% of them use Bata footwear on a weekly basis as an alternative for their other footwear. 13% buy and use Bata footwear only on special occasions and the rest 26% use it occasionally.

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Table No. 10: Showing the period of use of Bata products Particulars Respondents Percentage Less Than 6 23 23 Month More than 6 month 34 34 More Than A Year 25 25 When needed to 18 18 change Total 100 100% Chart No. 10: Showing the period of use of Bata products RESPONDENTS less than 6 month

more than 6 month

18%

more than a year

when needed to change

23%

25%

34%

23% of the customers in the survey use their footwear less than 6 months. They like to change their footwear often. 34% of them use their footwear for more than 6 months but less than a year. Those who use more than a year come up to 25%. The remaining 18% change their footwear when need arises.

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Table No. 11: Showing the factors considered while purchasing Bata products Particulars Respondents Percentage Price 20 20 Quality 36 36 Comfort 30 30 Style 14 14 Total 100 100% Chart No. 11: Showing the factors considered while purchasing Bata products RESPONDENTS

14

20

30

36

Respondents

PRICE

QUALITY

COMFORT

STYLE

Quality is a major factor while choosing footwear. A major 36% of the customers consider the quality factor while choosing the product of Bata. 30% of them choose Bata because for comfort, 20% for price and the rest 14% like the style offered by Bata.

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Table No. 12: Showing the rate of service provided by Bata footwear Particulars Excellent Good Satisfactory Poor Total

Respondents 28 50 19 03 100

Percentage 28 50 19 03 100%

Chart No. 12: Showing the rate of service provided by Bata footwear

Respondents

1%

19%

29%

Excellent Good Satisfactory Poor

51%

28% of the surveyed customer rate service provided at Bata store as excellent, and a majority 50% rate it good. 19% of them find it satisfactory and only 3 of them find it poor that too on a comparative basis.

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Table No. 13: Showing if the respondents would purchase the Bata products again? Particulars Yes No Total

Respondents 91 09 100

Percentage 91 09 100%

Chart No. 13: Showing if the respondents would purchase the Bata products again? RESPONDENTS Yes

No

9%

91%

A near to whole majority of 91% customers are satisfied with the Brand Bata and said they will purchase Bata footwear again. Only a 9% said they would not choose as they would like to try different brands each time.

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Table No. 14: Showing if the quality of Bata products is up to the mark Particulars Yes No Total

Respondents 67 33 100

Percentage 67 33 100%

Chart No. 14: Showing if the quality of Bata products is up to the mark Respondents

No

Yes

0

10

20

30

40

50

60

70

80

Respondents

Quality is one factor where the customers never compromise. A good 67 percent of the respondents agree that the quality of the Bata products is up to the mark but 33 percent of them feel that the quality is not up to the mark.

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Table No. 15: showing the respondents attraction towards brand Bata Particulars Respondents Percentage Brand Name 12 12 Reasonable 28 28 price Quality 46 46 Offers Given 14 14 Total 100 100% Chart No. 15: showing the respondents attraction towards brand Bata

Respondents Respondents 50 45 40 35 30 25 20 15 10 5 0 Brand Name

Reasonable Price

Quality

Offers Given

Through the years Bata India has worked its way to create a brand name because of which 12% of the surveyed customers opt for Bata. 28% are attracted due to reasonable prices offered by Bata. Because of good quality 46% of the customers are attracted towards Bata. A 14% of them are attracted to Bata due to the various offers given.

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Table No. 16: Showing availability of favourite choice In the nearest Bata showroom

Particulars Yes No Don’t know Total

Respondents 56 28 16 100

Percentage 56 28 16 100%

Chart No. 16: Showing availability of favourite choice In the nearest Bata showroom

Respondents

16%

Yes

No

28%

56%

Don't know

56% of the customers say that their favourite choice of footwear is available in their nearest Bata showroom, 28% say no. the rest 16% says they don’t have a favourite choice and they go with anything comfortable provided.

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Table No. 17: Showing usage of products of any other footwear Brand?

Particulars Respondents Percentage Yes 56 56 No 44 44 Total 100 100% Chart No. 17: Showing usage of products of any other footwear Brand? Respondents

No 44% 1st Qtr 56%

1st Qtr

No

A good 56% of the customers have brand faith towards Bata and 44 % of them occasionally try out other brands too.

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Table No. 18: Showing respondents satisfaction with Bata products with respect to overall quality Particular Respondents Percentage Excellent 24 24 Good 60 60 satisfactory 12 12 Poor 4 4 Total 100 100% Chart No. 18: Showing respondents satisfaction with Bata products with respect to overall quality Respondents 70 60 50 40 30 20 10 0 Excellent

Good

Satisfactory

Poor

Respondents

When satisfaction of customers was gauged on the basis of overall quality of products it was found out that 24% of the customers termed it excellent. 60% of them said it good, 12% of them were satisfied and only 4% of them said its poor.

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Table No. 19: Showing respondents satisfaction with Bata products with respect to Comfort Particular Excellent Good Satisfactory Poor Total

Respondents 16 64 16 04 100

Percentage 16 64 16 04 100%

Chart No. 19: Showing respondents satisfaction with Bata products with respect to Comfort

When satisfaction among the customers was measured on the basis of comfort provided, 16% of the customers said that the comfort provided by Bata footwear is excellent, 64% said its good, 16% of them said its satisfactory and only 4% found or not up to the excepted level.

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Table No.20: Showing respondents satisfaction with Bata product with respect to First Use Experience Particular

Respondents

Percentage

Excellent

18

18

Good

51

51

Satisfactory

23

23

Poor

8

8

Total

100

100%

Chart No.20: Showing respondents satisfaction with Bata product with respect to First Use Experience RESPONDENTS 1st Qtr

Good

Satisfactory

Poor

8% 18%

23%

51%

On the basis of first use experience, 18% of the surveyed customers termed Bara excellent, 51% said its good, 23% said satisfactory and then rest 8% term it poor due to various reasons.

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Table No. 21: Showing Respondents suggestion towards improvement in Bata Particulars Respondents Percentage Design and Style 58 58 Quality 15 15 Better Service 17 17 Price 10 10 Total 100 100% Chart No. 21: Showing Respondents suggestion towards improvement in Bata Respondents

10% Design and Style

17%

Quality

58% 15%

Better Services Price

When asked to suggest some improvement in Bata, 58% said that Bata could introduce new Design and Style from new research and development. 15% of them said that Bata can improve on quality, 17% suggested improvement on services. The rest 10% felt that improvement in prices should be made.

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CHAPTER 6  Finding  Suggestion  conclusion

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Finding The following are my findings after distributing questionnaire and after interacting with concerned customers of Bata outlet in trade centre, at Mangalore.  It is found that the customers are very much satisfied with the products and services given by Bata both when it comes to customer care and footwear.  When it comes to products, more students opt for Bata Footwear products due to reasonable prices and trendy styles.  The Bata footwear has proved to be very comfortable and stylish brand which has an international brand under its wings called “POWER”.  Most of people in and around Mangalore opt for Bata footwear due to various reasons such as well maintained stock at the outlet, overall quality, comfort ability and also that they have products for all generations.  The earlier sandals had a few complaints regarding style and durability but the new products of Bata Footwear under the Brand “POWER” are more durable, stylish, and they use good rubber, rexin and leather which are competent with other brands like Reebok, Adidas and Puma.  As per the customer’s need and suggestion, they are opening new outlets in different in different districts of Karnataka as well as in the upcoming malls and other shopping centres in Mangalore.  In aspect to the overall performances that is durability, comfort, good quality raw materials, new looks and brand name in footwear industry makes Bata stand tall in the market and they are bound to have satisfied customers throughout India while they are at service.  The customers are very happy with the service provided by the Bata Footwear and they say that they provide well checked footwear to its customers.  Through survey I have come across that Bata Footwear products have excellent efficiency and very little need to be maintained.

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SUGGESTIONS The Bata outlet in Trade Centre is doing very well with many customers in an around Mangalore, but yet there are few suggestions that I would like to make for the betterment and improvement of the outlet on regard of my personal assessment and the survey conducted.  Firstly it would be nice if the company would open more sales outlets in different districts of Karnataka soon, as they are yet to open in this region.  With the over whelming growth of footwear industry in India it would be advisable for Bata to introduce more classified products.  Improvement in the R&D to know the customer expectations and needs. Also, they can compete with other internationally known brands like Reebok, Puma etc stand tall in international market with many other brands of their own.  Some of the respondents said that Bata provides only 75 days period of warranty for their products. They say that it would be good if they provide at least 100 days of warranty period to their products.  Bata can also come up with high-end brands of footwear with better quality in the ‘sportsman’ section so that they have a better stand in that sector too.

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CONCLUSION A business that has deserved and won a high degree of customer loyalty is generally among the first to profit from good times and one of the last to be affected by adverse conditions in the Indian footwear industry. Bata Footwear sees to it that it satisfies all its customers keeping in mind their likes and dislikes because they believe in delighting and satisfying the customer, which every business should attain to remain sound, healthy and prosperous. The problems faced are solved very skilfully and quickly and the strategy of the company is to have proper target groups, good quality products, competitive pricing strategy and smooth distribution and successful promotional activities. They also believe in comfort of products, durability and customer satisfaction. As Bata Footwear is a fastest growing footwear company in India is already spreading its wings in International market, begins the move towards the international standards with dedication to excellent and most efficient management staff and also the new market policies of the Govt. of India on a global basis. However, an in-dept conclusion cannot be drawn as consumer mind is ever changing with the changes in the economy. More over the topic is dealt with a subjective, more of conceptual one. This project has given me the first-hand knowledge of one of the leading footwear company in India. I found the study very enlightening experience. I hope my study on this topic has gained valuable information for the company for providing better service in order to satisfy its customers as well as for the completion of my project

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ANNEXURE

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QUESTIONNAIRE I am Kazi Afnan of Final year BBA from SDM college of Business Management, under Mangalore University. As per the requirement of the BBA course. I am conducting a study on CUSTOMER SATISFACTION in Bata India LTD, Mangalore. Hence, I would appreciate your valuable and general response to this questionnaire, which would be sole important to my study and thus help me in completing my project in a successful manner.

1) Gender: a) Male ( )

b) Female

()

2) Monthly income of the respondents: a) Below Rs.5000

()

b) 5000-10000

()

c) 10000-20000

()

d) Above 20000

()

3) Whether the respondents have purchased the Bata product for the first time? a) Yes

()

b) No

()

4) Awareness about the Bata Brand a) Friends

()

b) Family

()

c) Media

()

d) Others

()

5) Respondents opinion on the demonstration and selection of display of variety of Bata footwear products a) Poor

()

b) Exceptional

() 70 | P a g e

c) Good

()

6) When do the respondents purchase the product of Bata? a) During offers

()

b) Occasions

()

c) New design

()

d) When needed

()

7) Which type of footwear the respondents usually purchase? a) Kids wear

()

b) Men’s wear

()

c) Ladies wear

()

d) Sandals

()

8) Respondents opinion on the Bata product with respect to the range of payment option a) Poor

()

b) Reasonable

()

c) Good

()

9)How often do the respondents use Bata products? d) Daily

()

e) Weekly

()

f) Special occasion

()

g) Occasionally

()

10)Period of use of Bata products h) Less than 6 months

()

i) More than 6 months

()

j) More than a year

()

k) When needed to change

()

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11)Factors considered while purchasing Bata products l) Price

()

m) Quantity

()

n) Comfort

()

o) Style

()

12)Rate of service provided by Bata Footwear p) Excellent

()

q) Good

()

r) Satisfactory

()

s) Poor

()

13) If the respondents would purchase the Bata product again? t) Yes

()

u) No

()

14) If the quality of Bata product is up to the mark a. Yes

()

b. No

()

15) Respondents attraction towards Brand Bata a. Brand name

()

b. Reasonable prices

()

c. Quality

()

d. Offers given

()

16) Availability of favourite choice in the nearest Bata showroom a. Yes

()

b. No

()

c. Don’t know ( )

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17) Usage of products of any other footwear brand? a. Yes

()

b. No

()

18) Respondents satisfaction with Bata products with respect to overall quality a. Excellent

()

b. Good

()

c. Satisfactory

()

d. poor

()

19) Respondents satisfaction with Bata products with respect to comfort a. Excellent

()

b. Good

()

c. Satisfactory

()

d. Poor

()

20) Respondents satisfaction with Bata product with respect to After Sales Service a. Excellent

()

b. Good

()

c. Satisfactory

()

d. Poor

()

` 21) Respondents suggestion towards improvement in Bata a. Design and style

()

b. Quality

()

c. Better service

()

d. Price

()

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BIBLIOGRAPHY Books For Reference

 Philip Kotler, “Marketing Management” , Hall Of India, Mumbai, 2000  S.S Sherlekar, “Principle of Marketing”, Sapna Publishers, hyderabad, 1998  C.R.Kothari, “Research Methodology”, Himalaya publishers, Delhi,1999  Gc Beri, “Marketing Research”, Tata Mcgraw Hill Publishing Co Ltd, Bangalore, 2015 Online Sites www.bata.com www.referenceforbusiness.com/history2/39/Bata-Ltd.html http://www.economictimes.indiatimes.com/bata-indialtd/infocompanyhistory/companyid-13974.cms

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