BATA
-
Upload
mahmud-jamil -
Category
Documents
-
view
61 -
download
4
Transcript of BATA
CHAPTER ONE
1. Introduction of the Organization
1.1 OVERVIEW OF THE STUDY
Bata Brands has been making tracks around the world for more than a century. The company
manufactures and sells shoes under a dozen brands, including the eponymous Bata, Bata
Industrials, Baby Bubbles, Eco Fit, and Marie Claire. Bata runs more than 25 manufacturing
centers in 20 countries, though most facilities are located in India. The firm's retail operations
include some 5,000 Bata stores in 70 countries. Since its founding by Tomas Bata in 1894, the
company has sold more than 14 billion pairs of shoes. It is still owned by the Bata family, one of
the most celebrated in the world.
In 1894, the company was founded by Tomas Bata, for the generations whose family had been
cobbler. During World War I, there found a fast expansion in the business and the company
twisted to moderate manufacturing. It’s actually family based business and headquartered in
Lausanne, Switzerland. Bata Branded Business, Bata Metro Markets and Bata Emerging Markets
are the three business units operated worldwide by Switzerland. Tomas Bata wanted a strategy
by which goods would be sold at very low cost so that maximum people can attain it.
1 | P a g e
1.2 PROFILE OF THE ORGANIZATION
COMPANY PERSPECTIVES
Shoe making is one of the world's oldest crafts--shoes have been works of art and the stuff of
legends. Around the world, the Bata brand is reserved for well-made and well-priced dress and
casual footwear. I've devoted to designing, producing, and providing our customers with the best
in commercial fashion footwear for the whole family.
HISTORY OF BATA LTD.
The business that became the Bata Shoe Organization was established on august 24, 1894 in
Zlin, Czechoslovakia by Tomas Bata, and included his brother antonin and sister Anna. Although
this business was new, the Bata name had been part of a tradition of shoemaking for eight
generations, spanning three hundred years. It was one of the first modern-day shoe
'manufacturers', a team of stitchers and shoemakers creating footwear not just for the local town,
but also for distant retail merchants. This departure from the centuries-old tradition of the one-
man cobbler's workshop was a brand new concept, creating an entirely new industry. The Bata
enterprise revolutionized the treatment of employees and labor conditions. Tomas consistently
maintained a human focus, creating opportunities for development and advancement, and added
compensation for employees based on achievement. As the enterprise prospered, so did the
communities where it operated. Tomas believed that focus on people and public service was
critical for business success. The enterprise built housing, schools and a hospital near the
shoemaking plant in zlin. It provided food and inexpensive rent during very difficult times. Bata
companies later provided rail services, construction, insurance, publishing and a tannery in
Zlin."The Bata System" devised by the Zlin team, and later applied in other bat shoe
Organization companies, organized operations into autonomous workshops and departments
("profit centre"), allowing employees to contribute ideas and stimulate production, and
contributed significant breakthroughs in footwear technology. By 1938 Bata Shoe Organization
had established a unique and widespread presence, designing, producing and marketing footwear
in more than 30 countries. The Bata Shoe Organization regarded itself as a 'Multi-Domestic'
rather than multinational enterprise, making it a priority to contribute to the economy in any new
2 | P a g e
markets it entered. During the 50s, 60s and 70s the Organization redoubled its focus on retailing
excellence, international footwear branding, advanced manufacturing techniques and extensive
employee training, another Bata tradition that dated back to the Organization's earliest years. The
Organization continued to expand its retail operations, production facilities and moved into new
countries of operation. Thomas J. Bata, and son Thomas G. Bata, continued to lead the
organization with the traditional philosophy ensuring that each operation focused on customer
satisfaction. New business strategies have been guided byte founding principles of focusing on
customers, marketing and employees. Branded products, innovative retail store concepts,
lifestyle merchandising, non-footwear products and participative retailing have been introduced.
In 1992, the organization and family were invited to return to the Czech Republic, where Bata
had remained a symbol of national pride and achievement.
BATA TODAY
Bata is one of the world’s widest reaching companies, with operations in 68different countries.
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 customers’ expectations in terms
of quality, style and value. Bata operating companies are grouped into four business units based
on similarities in markets and business issues. Each group benefits from synergies specific to
their requirements, such as product development, sourcing and marketing support. Each business
unit is entrepreneurial in nature, and can quickly adapt to changes in the marketplace and seize
potential growth opportunities.
BATA LEADERSHIP POINTS
Bata operates in many different economic and cultural environments around the world, dictating
very different types of operations. Although Bata does not sell the same shoes nor does it have
identical stores in each country, customers will recognize common elements to the Bata
experience everywhere in the world. These common elements are the Bata Leadership Points.
The best product
Bata companies offer our customers fresh, fashionable footwear and accessories, designed
specifically for the needs of the local market. Our shoes are always well made from quality
materials.
3 | P a g e
The best service
Whether in India or Italy, our sales associates offer consistently first-class service. They are well
trained to ensure a proper fit, and I pledge customer satisfaction.
The best value and quality
Through the efficient sourcing and distribution of Bata products, I can control the cost and
quality at every step to ensure value to our customers.
The best locations
Bata stores are modern, attractive and located conveniently to our customers. Bata companies
utilize innovative promotions and displays to display our products in attractive manner.
BATA BANGLADESH
Bata Shoe Company established by G. Bata in 1874 at Zing in former Czechoslovakia. From a
very modest beginning it has come a long way since, mainly by the vision of its founding father
and sheer commitment of its employee around the world. At first it only made and sold good
high quality shoes in and around Europe but as time goes by it crosses the boundary to Europe
and enter in many countries around the world. At the Pakistan period Bata was first came to this
country. After independence Bata continue their commitment to provide good quality shoes at an
affordable price. Many of the elderly people still remember the “Naughty Boy” shoe of Bata that
was known for its durability among the kids of that time. But since then Bata Bangladesh has
changed a lot. Now they are not only providing durable shoes but have brought new designs too
according to the taste of the people. Bata expands its operation all through the country. It has
now huge number of stores, agencies, dealers and wholesalers around the country. And
undoubtedly it has the biggest shoe manufacturing and marketing organization here in
Bangladesh. There are hardly any places in the country where one will not found Bata store,
which signals its expansion, success and popularity here. Bata Bangladesh is a public limited
company, which has 51- 49% share with the government of Bangladesh. Though it has
established in Czechoslovakia but at present Bata is a Canadian company because of the
migration and mergers of the family and now J. Bata who happens to be the grandson of founder
G. Bata has his operation and headquarter in Canada and operates as a Canadian company. In
Bangladesh it is operating as a Canada-Bangladesh company. Bata has two factories in
Bangladesh from where it produces all kinds of shoes. One of which is at Tongi and other one at
4 | P a g e
Dhamrai. The second factory at Dhamrai has state of the art technology and facility with leather
treatment to leather processing to waste treatment plants, which is the only one of its kind in the
country. Bata Bangladesh produces daily around 80,000 pairs of shoes of various descriptions in
its two manufacturing units located at Tongi and Dhamrai. It has a modern Tannery with the
latest technological facilities to process approximately 19,000 square feet of leather daily, which
comprise wide range of products and finishes. The Tannery is also equipped with a modern
effluent treatment plant to ensure a pollution free environment. The Company’s marketing
network is consolidated through its own retail outlets, distributors, franchises, agencies,
wholesale depots and a large number of registered distributors and dealers.
PRINCIPAL SUBSIDIARIES
Bata International
Serves customers in much of Asia, the Pacific and Africa through its 3,000 stores and many
dealers. It is supervised from Singapore. Bata International operates shoe innovation centers in
several countries as well as 30factories to serve individual markets.
founding anniversary of BATA. Over the years B.S.O.’s operation expanded across the entire
globe and established itself as the world’s largest organization in footwear manufacturing and
marketing Today Bata operates in 68 countries.
Bata Europe
based in Paris and operates 500 stores offering fashionablefootwear. The world-class shoe
innovation center just outside of Venice suppliesmany of the exclusive lines found in Bata stores
throughout Europe.
Bata Latin America
based in Mexico City. Bata is the leading retailer of shoes in Latin America and the leading
marketer of children's branded footwear.
Bata Canada
based in Toronto from where 250 stores serve the Canadianmarket. Its chain of Athletes World’s
and Nike Shops is the leading fashionsource in Canada for young urban customers.
5 | P a g e
KEY PEOPLE
• Chairman: T. George Bata
• CEO: Rino Rizzo
• CFO and President Bata Brands: Jack Clemons
MISSION
Introduction of a strong shoe line targeted to various market segments to maintain leadership
through increased market share.
VISION
To provide good quality shoes at an affordable price by keeping in mind the comfort that needs
to be there and providing new designs with it.
OBJECTIVES
Achievement of 100% estimated business in each category Maintain a shoe line with 700 lines of
which 200, 300, 150 & 50 lines for Men, Women Children & Plastic respectively. Introduction
of a shoe line as per life style as well as fashion trend. Achieve an average 55% margin in each
category Innovate ideas or system for better management of merchandise distribution by
maintaining 4 times stock turn.
STRATEGIES
Penetration to new & targeted market segments through introduction of shoe lines as per life
styles with supportive promotion activities Defined number of lines, assortment & quantity for
each store according to merchandise classification & store profile in order to increase efficiency
in distribution.
• Identification of loopholes in cost structure to increase productionefficiency.Detail analysis of
price points of entire shoe line in order to achieve maximum margin.
• Detail analysis of departmental work flow & bringing necessary changes for efficiency better
coordination with other departments.
6 | P a g e
CHAPTER TWO
2. LITERATURE REVIEW
Before the definition of research problem it is necessary to review the available literature of the
problems knowledge of relevant theories and previous work does should be known before
getting into the field, sufficient time should be devoted in reviewing the literature that has
already been published. This help in finding out the necessary data for operational purpose.
Those data facilitates the operational action and are used for indicating the type of difficulties
that may be encountered in the present study. Thus to conduct the survey, previous survey report,
company record and some standard test book were required to get an insight into market research
and technique. These are listed a follows: “Marketing management”-analysis, planning,
implementation and control.-Philip Kotler, 9th Edition, Marketing management-C.N. Santakki
Second edition. The made-in is considered by Dichter (1962) as the fifth element of the
marketing mix, and is defined as the country where are located the corporate headquarters of the
organization doing the marketing of the product or the brand (Johansson, Douglas and Nonaka,
1985). The country of origin carries a rhetoric that influences consumers’ preconceptions
towards the products of a country. Its meaning can be conceived as an indication serving as a
basis of evaluation (Bilkey and Nes, 1982), when one considers a product as a bundle of
information. Consequently, according to Kaynak and Cavusgil (1983), the images of a foreign
country that are formed by consumers are made of cognitive, affective and behavioral
components. The first one represents the perceived characteristics of the country. The second one
concerns the appreciation or not of those characteristics, and the third one corresponds to the
actions about the country that the consumer feels are appropriate. A tendency to evaluate
positively the local production compared to imported production, and biases in favor of
industrialized countries have been found in previous studies (Bilkey and Nes, 1982; Cordell,
1992). This does not mean the consumer will not buy the product, but rather that he is not
inclined to do so (Schooler, 1971).“When entering foreign markets, sellers often face quotas,
tariffs, and non-tariff barriers. In addition, they may face an intangible barrier in the form of
consumer bias on the basis of product origin” (Schooler, 1971). Most discussion and research on
branding, whether domestic or international, focuses on the equity or value associated with a
brand name and the factors whichcreate or are the underlying source of value (Aaker 1996,
7 | P a g e
Kapferer 1997, Keller 1998). Considerable attention has, for example, been devoted to
examining how the value embodied in a brand and its equity can be extended to other products
without resulting in dilution of value (Aaker and Keller 1990). This interest has been stimulated
in part by the increasing market power and value associated with a strong brand and in part by
the prohibitive costs of launching a successful new brand.
8 | P a g e
CHAPTER THREE
3. INTRODUCTION TO THE STUDY
3.1 Rationale of the Study
The view of this study is to find out the marketing and sales strategies of BATA as it is one of
leading international foot ware brands. Bata is deemed as well-known in terms of shoe brand and
has been in Thai market for over 70 years. Bata's strength lies in its worldwide brand. It is no
doubt that Bata is an international brand. Bata’s product development and merchandising teams
have participated in several regional development meetings organized periodical by the Bata
International Group throughout the year. The Company continued its effort to provide consumers
with upgraded shoe line.
From the study of such a renowned brand like BATA I can be able to understand about the
marketing strategies and branding strategies of BATA, the brand equity dimension, the customer
value dimension, and the buyer’s decision concerning footwear in international brand.
The relevance of this study to me as a student is that, I can learn lots of aspects of marketing
strategies and how to keep the brand images this successfully. In my future career I can apply
these learning and experiences.
3.2 Statement of the Problems
During the study, the main focus will be pointing out the answers of some particular questions.
Mainly focused questions are the followings-
i. What are the main influencing features for BATA consumers to purchase shoes?
ii. What is the perception of BATA brand among consumers?
iii. How BATA can improve the consumer’s perception?
3.3 Scope and Delimitation of the Study
I have to visit Rampura branch of Bata to prepare my report. I went to 50 regular customer of
Bata at Rampura branch who visit at least once in a year, to gather data about our study and
9 | P a g e
producer because of our time limitation. I am human being it is not possible to go all the
customers.
I got chance to communicate with the customer of Rampura branch of Bata
I get chance to know about the image of Rampura branch of Bata according to their
customers.
I got experience to do survey.
LIMITATIONS OF THE STUDY
For my time limitation I can’t go every customer, that’s why I select some of customers
as sample.
They didn’t have enough time to spend with us.
For their privacy, they didn’t give our some questions answer.
They didn’t want to communicate with us in a proper way that’s why I had to go there
several times.
I was not able to contact with every type of customer.
3.4 Objectives of the Study
BROAD OBJECTIVE
Determine the satisfaction level of the customers.
SPECIFIC OBJECTIVE
To identify the customers opinion about Bata’s product quality.
To understand the sales strategies and branding strategies of BATA shoes.
To identify the influence of international brand on customer perception in our country.
To identify the recognition of customer on Bata brand as an international brand.
To describe and discuss how Bata brand the consumer value and buying decisions in our
country.
To determine the customers expectation about the attitude of Bata sales representative.
To identify the customers perception of Bata brand value.
10 | P a g e
To develop the technological facilities and supports in the showroom.
Determine which types of customer come to Bata frequently.
11 | P a g e
CHAPTER FOUR
4. METHODOLOGY OF THE STUDY
I will collect data and information from different sources for the study. The key source of
collecting information will be websites of BATA, personal visit, personal interview. Many types
of questions related to these issues will be asked. Some data will be collected by sampling or in
other ways.
4.1 Research Type
This is an applied research.
I have done a research on satisfaction level of customers of a specific organization which is Bata
and more specifically of Rampura branch. The result I got from this research is only applicable
for the Rampura branch of Bata.
4.2 Type of Business Research
This is a Descriptive research.
This primary step that may help the management for a more rigorous, more conclusive for future
in diction making of the organization that will give them a specific idea and it will also give
specific solution. That will help to increase product quality, develop technological factor, focus
on increasing new customers, retain existing customer and so on. This research will help to select
segment and target market
4.3 Research Design
Mainly my study consists of primary data but there is some information which is taken from the
secondary sources also.
12 | P a g e
4.4 Secondary Source:
The secondary data has collected from the newspapers, Internet. To clarify different conceptual
matters different articles will be collected from: Journals, Internet, Booklets, leaflets, brochures
etc. The secondary data will be scrutinized after compiling from the sources.
4.5 Primary Source
The primary data has gathered through survey from the respondents (who are the regular
customer of Bata Rampura branch.)
4.6 Survey Type
Our survey is the combination of Mall Survey and Door to Door Survey.
I went to Bata Rampura branch showroom and collect information about the random customers
of Rampura Bata from the managers and the employees of Bata Rampura branch which is Under
Door to Door Survey. To get respondent at one place I went to Rampura branch find the valid
customers who visit Bata at least once in a year which is a Mall Survey Type.
4.7 Research approach
For conducting our research, I am using descriptive research approach. And from this approach,
I am following survey and secondary data analysis method. And from survey, I am using
personal interview (door to door).
4.8 Research instrument
As research instrument, I used-
1. questionnaire
2. mechanical tools
3. software
Questionnaire: a questionnaire is a key to obtain a good survey result. Here, in our research I
used structured questions.
13 | P a g e
Software: Here I am using SPSS software for data editing, coding and for data entry.
4.9 Sampling unit
The person who has provided us the proper information is the customers of Bata Rampura
branch. I have chosen those customers who visit Bata at least once in a year. They are our actual
sampling unit.
4.10 Sample Size
Actual number of respondent I selected form the sampling unit are our sampling size. I have
selected 50 customer of Bata Rampura branch and the respondents will select randomly by using
simple random sampling and stratified sampling. For the customers I select quantitative research.
Subjective interpretation and statistical analysis for quantitative research.
4.11 Sampling
Sampling is very important part of any kind of research. Sampling helps the researcher to find
out the relevant respondent. I am going to use random sampling Procedure.
I have Used Probability Sampling in our research because I do not want to do any kind of
compromise in my research. I had enough contribution in selecting representative respondent
randomly. So I do not have any specific biasness.
4.12 Sampling Frame
Manager has provided us information of those customers who visit Bata frequently.
4.13 Technique of Probability Sampling
I have used multi-stage area sampling which is the combination of simple random sampling and
Stratified Sampling.
I have selected simple random sampling technique so that every valid customer has equal chance
to get selected that’s why I select our respondent randomly according to sampling frame.
14 | P a g e
I also used stratified sampling technique. I divided our respondent in some groups according to
the attitude and characteristic. From Businessman I have selected 8 respondents, from Service
holder I have selected 11 respondents, and from housewife I have 15 respondents, from Students
I have selected 10 respondents and from others I have selected 6 respondents.
4.14 Data Collection
I made questioner form and convinced the regular customer of Bata Rampura branch to fill up
the form. Mall survey was easier to us to collect data because it is less costly, collect data from
one place quickly response rate, speed of data collection, no response rate will be low, low
misunderstanding. I had to be careful about the length of the questioner. Because if there are
many question then the customer may loss the interest of giving the whole answer of the form
After completion of making the sampling of the total respondents, the required data have
gathered from the respondents through answers of the questionnaires form.
4.15 Data Analysis
After collecting required data, standard editing and coding were utilized. Frequency distribution,
Descriptive Analysis and cross tabulation that has used for data analysis with the help Software
SPSS to find the statistical tools such as average, percentage, ratio analysis, etc.
15 | P a g e
CHAPTER FIVE
ANALYSIS AND INTERPRETATION OF THE DATA
5.1 Descriptive of customer’s gender
1. Gender: Male Female
We collect 50 people’s data. Among them 35 were male. 15 were female.
2. Age: 0-10 10-20 20-30 30-40 40 above
0
5
10
15
20
25
0-1010 to 2020-3030-40above 40
Figure 2: Bar chart for customer age
We found no customer of 0-10 age. There were 15 people who were between 10-20, 20 between
20-30 and 15 between 30-40 and 5 above 40.
16 | P a g e
Male 70%Female 30%
Figure 1: Pie chart for customer gender
3. Income level: 0-20,000 20,000-40,000 40,000-60,000 60,000-80,000 80,000 above
0-20,000 20,000-40,000
40,000-60,000
60,000-80,000
80,000 above0%
10%
20%
30%
40%
50%
60%
70%
0-20,00020,000-40,000 40,000-60,000 60,000-80,000 80,000 above
Figure 3: Bar chart for customer income level
We found that 10 among 50 customers of Bata earn under 20000 taka per month, 30 between
20-40 thousand taka. 5 of them earn 40000-60000 taka.
4. Profession: Businessman Service holder House-wife Student
Other
Figure 4: Pie chart for customer profession
5. Do you ever use Bata product? (bata use na korle bata shop e ashche ken?)
Yes No
6. Why do you use Bata product?
For Quality For Goodwill For Tradition
17 | P a g e
For Quality 70%For Goodwill 20%For Tradition 10%
Figure 5: Pie chart for reason of Bata usage
7. Do you think product of Bata create brand image?
Yes No Moderate
Yes 60%No 10%Moderate 30%
Figure 6: Pie chart for percentage of brand image
8. What is your comment about the current quality level of Bata Product?
Very Good Good Average Bad Very bad
18 | P a g e
Very Good 20% Good 40%Average 30%Bad 10%Very bad 0%
Figure 7: Pie chart for percentage of quality level
9. What degree of durability do you prefer in your point of view of purchasing product
Lasting more than 1 year Lasting between 6 months to 1 year Lasting less than 1
year
more than 1 year
between 6 months to 1
year
less than 1 year
0%
10%
20%
30%
40%
50%
60%
more than 1 year between 6 months to 1 year less than 1 year
Figure 8: bar chart for preferable durability
10. Do you think Bata product quality is parallel with price?
19 | P a g e
Yes No Moderate
YesNoModerate
Figure 9: Pie chart for quality parallel with price
11. What is your satisfaction level according to the price of Bata product?
Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied
Very satisfied 20% Satisfied 40% Neutral 30%Dissatisfied 10%Very dissatisfied 0%
Figure 10: Pie chart for percentage of satisfaction level
20 | P a g e
CHAPTER SIX
FINDINGS
Most of the customers of Bata are satisfied with the product quality. No customer told
that the product quality is below average. We have found most of their opinion is “Above
GOOD” with the respect of current product quality. So they Give preference to the Bata’s
product before buying a product from somewhere else.
Most of the customers of Bata are not that much satisfied with the price level of the
product. Some of the customers are not satisfied at all specially whose income is low. As
well as some customers do not have any objection at all. We have found that customers
are neutral and not that much happy with the price level of the Bata’s product. And they
also think that product quality is moderate parallel with price.
Customers of Bata think that purchasing the product from Bata create a brand image.
Very few customers do not think this. We have found the that most of the customers feel
proud to buy the product from Bata that’s why they like to buy from Bata and give
preference to Bata before buying a product from somewhere else.
Mid age people are the major customer of total respondent specially house wife. This is
more than 30% of our total respondent. And from male who are service holder are the
mail customer among male. Customers whose age is between 20 to30 both from male and
female come much frequently for shopping to Bata which is 20% of our total respondent.
According to our research we have found that most of the customers think that Bata have
enough collection of almost every type of product. There is no need to add new product
in the product line of Bata. Some customers think that Bata should keep more of formal
shoes.
21 | P a g e
CHAPTER SEVEN
SUGGESTION & RECOMMENDATION
According to our study we find that there are some problems are associated with Bata. If the
problems can be solved Bata will be more renowned, complain free and can gain a higher
amount of profit. We are trying to give some suggestion that can help Bata to improve and
overcome the problems
Bata should decrease its product price. Because Many customer’s opinion is the price is
high specially who are middle income or low income customers. But do not decrease the
quality by decreasing the price
Give more Discounts who come frequently. Specially for the low and middle income
customers.
Some customers are not happy with the long lasting condition of Bata. So they should
give more emphasis on the quality of leather.
Bata should include more designs compare to the international brands like Nike, Addidas,
Gucci e.tc.
22 | P a g e
BIBLIOGRAPHY
1. Aaker, David (1996), “Building Strong Brands”, New York: The Free Press.
Aaker, David and Kevin Keller (1990), "Consumer Evaluations of Brand Extensions,"
Journal of Marketing, 54, 1, 27-33.
2. Chain Store Age. (1985). “Value is a Complex Equation,” (May) 14–15, 18. Court,
David C., Anthony Freeling, Mark C. Lerter and Andrew J. Parsons (1997), "If
Nike Can 'Just Do It' Why Can't We," McKinsey Quarterly, No. 3, 25-34.
3. Cravens, David W., Charles W. Holland, Charles W. Lamb Jr. and William C. Moncrieff
(1988). “Marketing’s Role in Product and Service Quality,” Industrial Marketing
Management, 17(November), 285–304.
4. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests.
Psychometrika, 16, 297-334.
5. Culliton, J. (1948) The management of marketing costs, Graduate School of Business
Administration, Research Division, Harvard University, Boston, 1948.
6. Czellar, Sandor (2002), “Consumer Attitude Towards Brand Extensions: An Integrative
Model and Research Propositions”, Journal of University of Genewa, 46.
7. Douglas, P. Susan (1999), “International Brand Architecture: Development, Drivers and
Design”, Research of University of New York, August.
8. Bolton, Ruth N. and James H. Drew (1991). “A Multistage Model of Customers’
Assessments of Service Quality and Value,” Journal of Consumer Research,
17(March), 375–384.
23 | P a g e
APPENDIX
Type of Scale
To make the questioner we have used 2 type of scale. Question number 1 Gender and 4 gender is
Nominal Scale. Rests of the questions are all Interval Scale.
QUESTIONNAIRE
I am the students of AIUB (American International University of Bangladesh) doing a survey
on Sales Strategy of Bata as a requirement of the course of Marketing Research. If you kindly
answer the following questions, it will be helpful to complete the study. Provided information
will be used for academic purpose only.
Personal Information:
1. Gender: Male Female
2. Age: 0-10 10-20 20-30 30-40 40 above
3. Income level: 0-20,000 20,000-40,000 40,000-60,000 60,000-80,000 80,000 above
4. Profession: Businessman Service holder House-wife Student
Others
Now I would like to ask you some general questions:
5. Do you ever use Bata product?
Yes No
6. Why do you use Bata product?
For Quality For Goodwill For Tradition
7. Do you think product of Bata create brand image?
Yes No Moderate
8. What is your comment about the current quality level of Bata Product?
Very Good Good Average Bad Very bad
24 | P a g e
9. What degree of durability do you prefer in your point of view of purchasing product
Lasting more than 1 year Lasting between 6 months to 1 year Lasting less than 1
year
10. Do you think Bata product quality is parallel with price?
Yes No Moderate
11. What is your satisfaction level according to the price of Bata product?
Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied
25 | P a g e