A STUDY ON “CUSTOMER SATISFACTION WITH SPECIAL

REFERENCE TO BATA INDIA LTD”

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
(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
(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 , Lecturer 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: KAZI AFNAN

Place: Mangalore 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., 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. SMITHA for
giving me an opportunity to conduct the study.

I am in debt to Mrs SMITHA, 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 PARTICULARS PAGE

NO. NUMBER

List of tables and charts

1. Introduction 10-14

2. Conceptual Framework 15-27

3. Industry Profile 28-32

4. Company Profile 33-44

5 Data Analysis ,Findings, suggestions and 45-69

conclusion

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 LIST OF TABLES

TABLE PARTICULARS PAGE

NO
NO

1 Table showing the gender of the respondents 46

2 Table showing the monthly income of the respondents 47

Table showing whether the respondents have purchased

3 the Bata Product for the first time 48

Table Showing the awareness about the brand bata.

4 49

Table showing the respondents opinion on the

5 demonstration and selction of display of bata product 50

Table showing when do the respondents purchase the

6 product bata 51
Table showing the type of footwear the respondents
7 usually purchase 52
Table showing the opinion oof respondents on the bata
8 product with respect to the reange of payment options 53
Table showing how often do the respondents use Bata
9 products 54
Table showing period of use of bata products 55
10

Table showing factors considered while purchasing bata

11 products 56
Table showing rate of service provided by bata
12 footwear 57

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13 Table showing if the respondents would purchase the 58
bata product again
Table showing if the quality of bata product is up to the
14 mark 59
Table showing respondents attraction towards brand
15 bata 60
Table showing availability of favourite choice in the
16 nearest bata showroom 61
Table showing usage of products of any other footwear
17 brand 62
Table showing respondents satisfaction with bata
18 product with respect to overall quality 63
Table showing respondents satisfaction with bata
19 products with respect to comfort 64
Table showing respondents suggestion towards
20 improvement in bata 65

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 LIST OF CHARTS

CHART PARTICULARS PAGE

NO
NO

1 Chart showing the gender of the respondents 46

2 Chart showing the monthly income of the respondents 47

Chart showing whether the respondents have purchased

3 the Bata Product for the first time 48

Chart Showing the awareness about the brand bata.

4 49

Chart showing the respondents opinion on the

5 demonstration and selction of display of bata product 50

Chart showing when do the respondents purchase the

6 product bata 51
Chart showing the type of footwear the respondents
7 usually purchase 52
Chart showing the opinion oof respondents on the bata
8 product with respect to the reange of payment options 53
Chart showing how often do the respondents use Bata
9 products 54
Chart showing period of use of bata products 55
10

Chart showing factors considered while purchasing

11 bata products 56
Chart showing rate of service provided by bata
12 footwear 57

8|Page
13 Chart showing if the respondents would purchase the 58
bata product again
Chart showing if the quality of bata product is up to the
14 mark 59
Chart showing respondents attraction towards brand
15 bata 60
Chart showing availability of favourite choice in the
16 nearest bata showroom 61
Chart showing usage of products of any other footwear
17 brand 62
Chart showing respondents satisfaction with bata
18 product with respect to overall quality 63
Chart showing respondents satisfaction with bata
19 products with respect to comfort 64
Chart showing respondents suggestion towards
20 improvement in bata 65

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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.

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OBJECTIVE:
 This study is made to understand the interest, attitude
and preference of the people towards Bata footwear.
 To understand pre-purchase and post-purchase
satisfaction of customers.
 To know the brand image of BATA.
 To know why people, opt for BATA products.
 To know whether customer is satisfied with the product
of BATA FOOTWEAR.
 To know the service and other facilities provided to
customers.

METHODOLOGY:
 In tune with the objective mentioned above study in
carried out to understand the concept of satisfaction
with special reference to BATA FOOTWEAR,
MANGALORE.
 To carry out the study, the information was collected
through primary resources and secondary resources.

RESEARCH DESIGN:
A research 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.

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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.

SECONDARY SOURCE OR DATA:

Secondary data consists of data and
information collected through literatures such as
 Magazine
 Journals
 Brochures
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  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

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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 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
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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:

How do buyers form their 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

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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 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
19 | P a g e
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
pr1eference.

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

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 asked additional questions to 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
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 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.

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.
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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

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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-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

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 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,

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staff training, maintenance and repair services, and financing.
They may also add 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.
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 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 self-servicing 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
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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.

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.

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 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,

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Germany, Italy and USA, France and Portugal. Nearly 90% of
India’s footwear components are to the above countries.

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.

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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 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

35 | P a g e
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.

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BATA GROUP

Bata has worldwide reach, with operations across 5

continents managed by 4 regional meaningful business units
(MBUs). Each unit benefits from synergies 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

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(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.

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

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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 operation-
now 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.

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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
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

40 | P a g e
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

41 | P a g e
 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

42 | P a g e
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.

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 pro-skaters
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.
43 | P a g e
 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 and Asia. Bata Brands is
the trademark owner of Marie Claire shoes worldwide
(except in japan and korea)

44 | P a g e
 CHAPTER 5

 DATA ANALYSIS
 FINDING
 SUGGESTION
 CONCLUSION

45 | P a g e
 Gender
Table No:1
Particulars Respondents Percentage
Male 60 60
Female 40 40
Total 100 100%

Chart No:1

Respondents

1st Qtr Female

According to the survey 60% of them were Male and the

other 40% were Female.

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 Monthly Income of the Respondents
Table No:2
Particular Respondents Percentage
Below Rs. 5000 23 23
5000-10000 17 17
10000-20000 28 28
Above 20000 32 32
Total 100 100%
Char No:2

RESPONDENTS

23%
32%
Below Rs 5000
5000-10000
17%
10000-20000
28% Above 20000

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 10000-20000 a month
and those earning more than 20000 a month make 32%.

47 | P a g e
Whether the respondents have purchased the Bata product
for the first time?

Table No:3
Particular Respondents Percentage
Yes 32 32
No 68 68
Total 100 100%

Chart No:3

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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 Awareness about the Brand Bata

Table No:4
Particular Respondents Percentage
Friends 17 17
Family 19 19
Media 38 38
Others 26 26
Total 100 100%
Chart No:4

RESPONDENTS

Friends Family Media Others

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.

49 | P a g e
Respondents opinion on the demonstration and selection of
display of variety of Bata footwear products
Table No:5
Particular Respondents Percentage
Poor 18 18
Exceptional 50 50
Good 28 28
Total 100 100%

Chart No:5

RESPONDENTS

Poor
Good

Exceptional

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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 When do the respondents purchase the product Bata ?
Table No:6
Particulars Respondents Percentage
During Offers 17 17
Occasions 20 20
New Design 27 27
When Needed 36 36
Total 100 100%

Chart No:6
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.

51 | P a g e
Which type of Footwear the respondents usually purchase?
Table No:7
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
Respondents
35

30

25

20

15

10

0
Kid's wear Men's wear Ladies wear Sandals

Respondents

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.

52 | P a g e
Respondents opinion on the Bata products with respect to
the range of payment options
Table No:8
Particulars Respondents Percentage
Poor 16 16
Reasonable 46 46
Good 38 38
Total 100 100%
Chart No:8

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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 How often do the respondents use Bata products?
Table No:9
Particulars Respondents Percentage
Daily 44 44
Weekly 13 13
Special 17 17
Occasionally 26 26
Total 100 100%
Chart No:9
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.

54 | P a g e
 Period of use of Bata products
Table No:10
Particulars Respondents Percentage
Less Than 6 Month 23 23
More than 6 34 34
month
More Than A Year 25 25
When needed to 18 18
change
Total 100 100%
Chart No:10
RESPONDENTS
less than 6 month more than 6 month more than a year when needed to change

18%
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.

55 | P a g e
 Factors considered while purchasing Bata Products
Table No:11
Particulars Respondents Percentage
Price 20 20
Quality 36 36
Comfort 30 30
Style 14 14
Total 100 100%

Chart No:11
Respondents
40

35

30

25

20

15

10

0
Price Quality Comfort Style

Respondents

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.

56 | P a g e
 Rate of service provided by Bata Footwear
Table No:12
Particulars Respondents Percentage
Excellent 28 28
Good 50 50
Satisfactory 19 19
Poor 03 03
Total 100 100%

Chart No:12

Respondents

1%
19%
29%
Excellent
Good
Satisfactory
51% Poor

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.

57 | P a g e
If the respondents would purchase the Bata products again?
Table No:13
Particulars Respondents Percentage
Yes 91 91
No 09 09
Total 100 100%

Chart No:13
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.

58 | P a g e
 If the quality of Bata products is up to the mark
Table No:14
Particulars Respondents Percentage
Yes 67 67
No 33 33
Total 100 100%

Chart No:14

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.

59 | P a g e
 Respondents attraction towards Brand Bata
Table No:15
Particulars Respondents Percentage
Brand Name 12 12
Reasonable 28 28
price
Quality 46 46
Offers Given 14 14
Total 100 100%
Chart No:15

Respondents
50
45
40
35
30
25
20
15
10
5
0
Brand Name Reasonable Price Quality Offers Given

Respondents

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.

60 | P a g e
Availability of favourite choice I the nearest Bata showroom
Table No:16
Particulars Respondents Percentage
Yes 56 56
No 28 28
Don’t know 16 16
Total 100 100%

Chart No:16

Respondents

16%

Yes
No
56% Don't know
28%

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.

61 | P a g e
 Usage of products of any other footwear Brand?
Table No:17
Particulars Respondents Percentage
Yes 56 56
No 44 44
Total 100 100%
Chart No:17

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.

62 | P a g e
Respondents satisfaction with Bata products with respect to
overall quality
Table No: 18
Particular Respondents Percentage
Excellent 24 24
Good 60 60
satisfactory 12 12
Poor 4 4
Total 100 100%
Chart No:18

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.

63 | P a g e
Respondents satisfaction with Bata products with respect to
Comfort
Table No:19
Particular Respondents Percentage
Excellent 16 16
Good 64 64
Satisfactory 16 16
Poor 04 04
Total 100 100%

Chart No:19

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.

64 | P a g e
 Respondents suggestion towards improvement in Bata
Table No:20
Particulars Respondents Percentage
Design and Style 58 58
Quality 15 15
Better Service 17 17
Price 10 10
Total 100 100%
Chart No:20

Respondents

10%

17%
Design and Style
58% Quality
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.

65 | P a g e
 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

66 | P a g e
 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.

67 | P a g e
 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.

68 | P a g e
 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

69 | P a g e
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 ()

70 | P a g e
 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 ()
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 ()

71 | P a g e
 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 ( )
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 ()

72 | P a g e
 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 ( )
17) Usage of products of any other footwear brand?
a. Yes ()
73 | P a g e
 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 suggestion towards improvement in
Bata
a. Design and style ()
b. Quality ()
c. Better service ()
d. Price ()

74 | P a g e