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.

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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

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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.

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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

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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.

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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.

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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,

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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.

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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

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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.

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To develop the technological facilities and supports in the showroom.

Determine which types of customer come to Bata frequently.

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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.

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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.

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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.

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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.

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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.

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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

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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

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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?

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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

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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.

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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.

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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.

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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

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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

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