Embed Size (px)
Citation preview
MARKETING STRATEGIES OF FOOTWEAR INBANGLADESH: CASE OF BATA BANGLADESH LTD.
by
ABU SHARIF MD. REZAUL KARIM
A PROJECTSub",illed 10 IIIe Depw'lmenl oj1nd",-II'iai and Production Engmcni"K, Banglade.\'h
Univcr,>IIyof Engineering and Technology(B VET), in partial fulfillment of therequircmcl1I.\' fol' ,he degree
of
Mll.~tcror Advanced Ellgillccring Management
DEPARTl\'lENT OF INDUSTRIAL AND I'ROnUCTlO;\' ENGINnmlNGBANGLADESH UNIVEHSlTY 01<'ENGINJo:JmlNG ANI) 'n:CHNOLOGY
UHAKA, llANGLA(mSH
• NOVEMBER 2007
I,;, . 11111111~I~mllllllll~L..-.-•..._..,::..;
ABSTRACT
Marketing, more than any other businesslul1etioll deals with customers, 1he key points
of modern marketing, thinking nrc understanding, erc..ttillg, communicating the customers
and delivering them value "JId satisfaction, Spund marketing is critical to the Slleee~s of
every organi~ation. In this modern, eompditivc wprld, efficient marketing of the product
is always a challellging task fpr any bu~iness organisatioll.
Bata-llangladesh is the largest manllfacturer and retailer of footwear ill Bangladesh,
Though it b the largest mallufaeturer of footwear in Bangladesh, but it captures only 20%
share of the domestic luotwear. The remaining big portion (80%) of the footwear market
i, occupied by the competitors.
In this research work survey among the eon~ulllers of shoes has been carried out to find
out their consumption pattern. their cilOices abo\ll the din'erenl attributes of ,hoes and
demogl'3phie impact on market segmcillalio:c, The gathereJ data wa~ ilnalyzcd and ~hown
gnlphically. Hypothe,i~ testing, T- distr:!",tion hJ\'e hecu performed on consumer
choices anJ product a(tribllte~, their salisl~ction, prke level of shoes and market
responses on new altributes to sec the correlation. At lust upon lhc analysis,
recommendations have been ehalkcd out 1'0,DATA which, according to the researcher,
may bring aboUl a positive ch,mge 10regain its market ~hare.
In short the aim of thi~ pl'Oject was to investigate thc stalus of the marketing mix of
BATA Bangladesh Ltd. in order 10find out how thc markeling efficiency in terms of time
and eo,t can be increased by proper managcmenl of the murketing mix to achieve the
orgunisational goal.
ACKNOWLEDGEMENT
1 acknowledge my utmost respect and express my sincere gratitude to my supervisor DR,
M. Ahsan Akhtar Hasin, Profe,sor & Head, Department of lnJusllial & Production
Engineering, BUET, Dhaka for his continuous guidenee , 8upervisioll and suggestions
towards carrying oUlthis research work.
I extend my sincere thanks ond gratitude to Mr. S,A.M Yousuf, Mauoger. Mcrchandizing
!)cptt, BATA Shoe Factory, Tongi, Dhaka for introducing me to their company ami also
helping me providing necessary update infonnation about BAT A. Without his continuous
help and support this rescarch work could not be carricd out lrllitfully.
I also like t(l c(lnvey my sincere thanks and be8l wishes to Mr. Hafiz Sikander, Chief
Executive Officcr, Shah Cement FactOI)' (Ex Markcting Mallag~r BATA) for inspiring to
do that kind uf research work. His valuable suggestions in preparing the papers will
always be remembered.
finally, I wish to express my hemtiest gratitude to my respected
department of lndustrwl & Production F,ngineering, BUET, and to all
teachers of the
my colleagues,
friends and lamily members who directly or indirectly helped me in this work.
• ••
CERTU"ICATE OF APPROVAL
The thesis lilled "Marketing Strategies of Footwear in Bangladesh: Case of BATABangladesh Ltd" submitted by Abu Sharif Md. Rezaul Karim, RullNo,040308l5I(l'), Session: April,2003 has been accepted as satistaetory in partialfulfilment of the requirements for the degree of Master of AdvancedEngineering Management on November 06, 2007,
BOARD OF EXAMINERS
1.Dr M. Ahsan Akhtar BasinProfessor & HeadDepartment oflndustrial & Production EngineeringBUET,Dhaka
Chairman
Member
Member3.Dr A. K. M. MasudAssociate ProfessorDepartment ofIndustrial & Prmlilctioll EnginccriJlgnUTIT,Dhaka
2.Dr. NikhiJ RalljProfessorDepartment of Industrial & Production EngineeringBUBT,Dhaka
~
'"
~.-
Table of Contents
Title I'ageAbstradAekn ow led gem en I
Certificate of Approval
CHAPTER I !ntroduetiull1.1 Introduction1.2 Problem Statement1.3 Importance of the Study1.4 Objective of the Study1.5 Methodology1.6 Scope of the Study1.7 Limitations of the study
CHAPTER 2. Literature Review2.1 Type of the Study2.2 Basic Research Method2.3 Sampling Plan2.4 Data Collection Procedure2.5 Research Questions2.6 Analysis or Collected Data2.7 Research Budget2.8 Report Prcview
CHAPTER 3. OrganiutiOIlI'f(}fi]c3.1 !:lata Shoe Organization3.2 Missi"n, Visi"n & Oed"3.3 Bata Means Shoes3.4 Bala Store3.5 Bata Shoe Company Bangladesh I.imited3.6 I:lata Bangladesh Vision. Mission & Objective,
3.7 Rata Bangladesh Company Strategy3.8 Production Capacity orBma Banglade,h3.9 [Jala Store Profile Classification in Bangladesh3.1OProcluct Dcvelopment Department3.1 IMarketing Department3,12 Brandings3.13. SWOT Analysis of Bata
CHAPTER 4 Data Analysis & Present"tiun4.1. ilranclofShoes
Page
"iii
11
11,23
3
44445610IIII
131313141516IS19202225
.262933
J7J7
4.2 Nature ofeon,mnptiOll pattern4.3 Parents opinion Onchildrcn ,hoe.,4,4 roduet AUrihute and Marketing Mix
CHAPTER 5 Respondents Profile & Deha\'iour5.1 Respondents Prollie5.2 Income & Buyer spending behaviour5.3 Overall satisractioll
CHAPTER 6 Statistical Analysis6.1 Analysis on customer choice & Product Allributes6.2 Ana!y;is on customcr .,atis/action level6.3 Analysis on income as variable or Mkt. Segmcntation6.4 Analysis On comparison orprice level6.5 Rc;ponses ill (hc markel allcr adding lleW attributes.6,6 Quality Function Deployment
CHAPTER 7 Research Findings & Obscrvations
CHAPTER 8 Conclnsion & ReCOlnmclillatioll8.1 Conclusion8.2 Recommendations
REFERENCES
APPENDIX I SURVEY QUESTIONNAIRE
APPENDIX II RAW DATASHEET
APPENDIX III MATHEMATICAL CALCULATIONS
404450
5858626365656970n7475
78
808080
I
I!
V
XI!
~CHAPTER-l- __~
INTRODUCTION
l.t. INTRODUCTION
!lata Shoc Company Bangladcsh U'nited is thc largest manufaclurer und relailcr of
footwcm in Bangladesh. Bala Bangladesh produccs daily around 100,000 pairs of shoes
in two manufacturing units located at Tongi & Dhamrai. Thc lotal sales pair of the year
2005 wa; apprm.imale 26 million and the totallllmovcr "as Taka 3.10 billion. This year
2006 the sales growth is e1>.peeted10 be 10-20 percentagc,. I:lala Bangladesh captures
only 20% market shares in lhe domestic footwear industry, Bul with respect to its assets
and slrenglh this sales volume is not satist:1etory. Thus the managcment of Uata is in a
posilion (0 rceonsider its slrategy to rind out the way of inerca,ing the market share[l],
1.2. PROBLEM STATEMENT
The population ofBal1gladesh is growing. Bul ,ales of UATA shoes is nol growing at the
same pace. Agai~ in some p~rticular calegory, illste~d of growing. the s~le is remaining
nearly unchanged or Jeclin ing[2 j.
It is evident from the l"ollo"ing lable on next page page that sales in some ,ub-categories
remains nearly unchanged or declines over lhe years.
Therefore it ha, bccomc ncccssary to fLnd oul "(he way; 10 in~reasc the market share 11\
all the categories of [latJ Bangladc,h",
1.3 IMPORTANCE OF THE STUllY
I:lala I:langlade,h is losing ils ~us!Omers Wltll respect 10 olher categoric, of ,l1o~s I:lATA
sl10es share in lhe market are nO! growing_ This has now become a burning i,suc lhal has
to be addressed imluedialely_ Nol only is lhe sales declining, lhe average sale! stock ralio
is also deereasing_ This is affecling lhe company pm fLtabiIity[ I]
The managemcnt of Hata Bangladesh is lrying to overcome lhis situation. As a part of this
initiative this project was donc to 'ludy lhe rca"OJlSbehilld the fact, and to find owl lhe
stmtegies tho,""are to be adoptcd 10 improve the market ,hare and to inerca,e the growlh
of llATA shoes by the management in conncction Wilhthe re~earcher's M. Engineering
in AEM (Advanced Engineering Management) dissertation program of SUET.
Though this is not for the lI"t lime that this type of research being made In RATA
l3anglade~h, but the inherent ,pecially in this research work i~ lhat problems observed
here mOre intimately. Mo,t ofth~ data collectcd b primary, liowever the salcs data and
other past historical facts are taken from the company records.
1.4 OBJECTIVE OF THE STUDY
The specific objectives were us follow,:
.:. Identify marketing mix elelnellLslor b:w,d c~lection i~ differcnt catcgories,
.:. IdentiIy demographic il11pa~t.
-:. Identify consumption pattern .
•:. Stati,tieally analYLerelationships between variablcs .
•:. Analyze validity,
1.5 METHODOLOGY
• Preparation of the work1study proposal, orientation with management structure, product
Iinc and lactory environmcnt at TOligi& Dhamrai factory of lIATA.
• Collected tbe data in the following way.
a. Botb primary and ~eeondary SOurce,have been ",cd.
b. Locational and random ,a"'pling method have beell followed.
c. Intcrviewed with opcn elided and dosed cnded question.
d. Surveyed at sales outlet fo•.prilliaj-Y'dat~,
• 2 •
•
e. Secondary data from mcrchandising, retail, costing. p'oduetion and finance
departmcnt. Other data Iia, becil collected from AGM rcports ~nd actual bllsine.'5
performance report.
1.6 SCOI'E OF THE STIJIlY
The sludy is conducted On three differcnt areas of Dhaka city. I"hosc arc Offici~1s of
Bangladesh T&T lloard, lllAM Laboratory Scbool Cumpus(among tbe guardians) and
Ihe University of Developmcnts i\licrnative (UODA) campus (among the stllden!:;).nle
Ending oflhe research is eonfmed to Ihose areas only.
1.7. UMITATlONS OF THE STUDY
'J here are many piaces in Dhaka cily. Duc to time constraint, researcher has confined Ihe
population from the selected places only. Thus the recommendation and conclusion IS
based on tbe tlndings from the re,ponctcnts information of those three place, .
• 3 -
CHAPTER-2
LITERATURE REVmW
2.1. TYPE OF STUDY
The rese~rch is a quantitative researcli. The study in lhi.' paper is a descriptive study and
not a e~usal one. For idea gelleralion and eOl1~eplScle~ring lhe rc;earcher already
cond\lcted observalion ami pilol study. The reseoreber has already carried OUIobservation
in differenl calegory But" Stol'es-likc Cily Slore, I3Ma 1la7.arund Bata Family Stores.
Also researcher has visilcd differelll competitor's ,(orcs alld talked with thc cu,lomers.
2.2. BASIC RESEARCH METHOD
The basic resc~reh method in this study is descriptive in I\aturc.
2.3 SAMPLING PLAN
The process of s~mpling involved ill tilis research work is a proeed\lre \lsing a small
n\lmbcr of items or parts of lhe whole popul~tio'nto make conclusion regarding thc whole
population. The rese~rchcr has taken the following procedure to define the targelpopulation and sample s;7-e[5].
2.3.1. Defining the Target Populati""
The st\ldy is conducted on three different areas of Dhaka city. Those arc Officials of
Bangladesh T&T Bourd. I3JAM L~hora(tlry School Campus(~mong the guardians) and
the University of Development; Allernativc (UODi\) campus (among lhe st"dents orthe
). The finding of the rc,carch is confilled 10Ihose area.' only.
For lhi, research, the target population is the upper officer> of Bangladesh T&T Board in
Dh~k~city approximate JOt), gU'lrdialis oneil come ill fllAM L~boratory School Campus
- <1 -
approximate 100 and tne.,tudCl\b of thc Pharmacy Dept! of University of Developments
Allcmative (UODi\) approximale SOO So lhe re.,earchcr has taken lhe population size of
900 fOJ"this rcscarch work.
2.3.2 S"mpling Fnme for the Research
A sampling tramc is the list ofciell]cnts frolll whidl thc ,ample is drawn. Thc officer's
li,t of I3TTB, Student's aUcndance registcr of Pharmacy Dep(t and thc Guardians list of
the said ><:hool"cre thc .\ampling lialll~S for tllis rc>carch work,
2.3.3 Selection of S"mpling Methu<J
The research is based on a systematic sampling melhod. The larget populalion is finile
and the populalion list was available to lhe re,earchcr. The researeher used syslcmatic
sampling procedurc in order to get the sample, Since thc population is finite the following
procedure was u,cd to get lhe ;ample size[9] .
2.3.4 S,lmple Size Determination
Population Size ~ 900
The researcher's contlden~e level is ~ 95%.
Estimation is within 7.00% "fthe true value,
z ~ 1.64 at 95% COilfide nee level.
p ~ 0.5, q = (I - 0,5) ~ 0,5 tor gelting maximum ,ample si7.c.
Sample Size n = (Z" p' q' N~I «e'(N. 1)_ Z" p' q) = 116.411
A sample size of 142 respondcnts was laken for this rcseareh work.
2.5 RESEARCH QUESTIONS
The rcsearch objeclive is to identity the markeling strategics of BAT A, Bangladesh Ltd,
drawbacks in lheir stralegies and 10 find oul a "ay to get rid of lhose drawbacks. The
research questions arc sUlTImari~ed below under each of lhe tollowing speei fie objectives.
- 5 -
2.5.l.Braud of SlLoes
Que~tion 1: Which category al1d br~nd of sho~~ d" you buy most for you and your
family.?
Justification of QucstiOll 1: The purpose of tbis que,lion i., 10 identify lhe preferred
brand in different categories choscn by the re.'pOJldents,Peoples generally t choose
different brand in differenl category for lilei,- family ~hoes. Certain calegory shoes are
preferred for a pmlieular brand over tlie olher h'~l1d,>.Througllthis question researcher
tried to identify the market parlieipation of BATA in different categoric, of ,hoes. Also
the market participalion of differenl brand is id~"titied tllrough lhis 'iueslion. Also
rcsearcher tried (0 identify lhc existence of relation,llip belween chosen category of ;hoes
and chosen brand of ,hoc;, However the researcher CGmideredonly the domestic indu~try
in this study.
Question 2: What is the reason for CIl()osingthm particular Brand?
Justificatioll of Qllestion 2: 111reeelli years there are many brands of shoes.like Bala,
Apex, Epsi, lJaily, Pegasus, Rider etc, .i his question will help re;eareher to identify what
is the reason for ch(){)singa particuiar brand of s!loes by the respondents for their family.
Through this question thc I'esearcher al.,o tried to idemify the exbtence of relationship
between ch,,~en brand and Ihe rcasOl,s lor cho()~ingthat particular bmnd,
2.5.2.Natllre of Consum]Jtion Pallern
Questioll 3: How many pair of shoe; do you ha,e~
Through IlIi, que,lion;, lhe rc;c"rcher tries to find out tbe consumplion pattern of the
respondents themselves.
Question 4: How many pairofshoc, do you huy j()r'YOLLrfamily per year 'I
Through lhi, que;!io"s. the researcher tries to lind out lhe eDllSUlllptLonpatlern of the
familie.' of the respondents
Queslion 5: What is your yearly expenditure on shoes for your family?
Through this yuestions, the researcher lries to find out tllc ovemll expenditure of therc'pondents Ovcrshoes,
Justificafion of Qoestioo 3,4 & 5: COl1,u'nplioll dcrcilds on income. Previous three
question, helped researeh~r to know the con,umplion rate and expenditure pattern Oll
family shoes by the rcsrondenl~, Througll this question the researcher abo tried to
identify the cxislcnce of tlie rcbtiOllship b~twcen nlllllb~r of pair eOIl,umption andexpenditure 011shoes per year.
2,5.3,CbiJdren Preferences
Question 6: What are the product attributes that you preter in a ,hoe (for ehiidren only)?
Justification or Question 6: Son,.~ children like bright color some don't, SOme like
fashionable shoes some don't The question intends to identify the children's preferences
on their shoes, But as'there was no child respondent in the survcy W researeh wqas not
possible to know the ehildreo preference, about the ,hoes. Based on the findings
marketer would be able to fine-tune their product design and dcvelopment process.
2.5.4. Parent's COllsideration ou Cbild,"en Shoes
Question 7; What is the most important thing YOlleon,ider when buying your children
shoes (takc allY3 in ordcr of the level of importal1ceand give I, 2 & J)"
.Justification of Questioll 7: This ~ue,ti(ln .intcnds \0 identify the rno,t important
eonsidemtiol1 while buying their children shoes, Parents have many tbing, to conSider
before buying their ehiidren shoc,. For some of1he parent, price is the mOS1important
consideration while for other it is the style of shoes. Through this question researeher also
tried to identifji exi~[cnee "fthe g~p between buyer consideration and u.,ers preferences
here it is the childrcn.
25.S.Produet Attributes or Markctill~ Mix
Question 8; Respondenls were giyc" a li,t of ,tatell1enl about lheir chosen brand for their
family :.hoe, reganjing ,orne prodllet aUriblites and markeling mix? They indicate how
they feci about each statement by indicating their degree of agreement or disagreement
wilh each statement. The respol\se was takel1ill fLvepoinl Likert Scales.
Justification of Qucstion 8; Diffe,ellt kinds of attribute, influence the consllmers for
choosing different brands in differenl category of sh"cs in different ways. Oul of thaI
attributes, ,,,me a!tribute, arc more important IhUlIothers amibutes Oyer the different
b13nds[3]. Tilis question is intended 10 idenlify lhe inlensity of li,eir feeling regarding
dillcrcnt altribulcs of the prodllcls and marketing mix. Through Ihi, question lhe
researcher also tried 10fLndOlltt[;e correlation or the slrength of the relation<;llipbet"een
differenl aUributes or marketing mix With\Ile ovcrall satisfacticlil level. The intent of lhe
researcher is to compare the difierent ~mLld with rc;pee\ 10 the strength of the
rclationship. Same re'p'lIlden\ may be extremely satisfied in Baiiy Bral\d of spOit-shoe;
Same may be in l:lala for the ea,ual ,hoc,. No\ all parents are equaliy satisfLed in all
categaries of shoeB in a parlieular brand. It wiil bc easicr for the management to give
more emphasizcs accord ing to satisfaction level of tbe products aUributes af tbe dilTercnt
ea«:gory shoes by comparing the dim"ent brands.
2.5.6.Protilc of the Respondents.
Demographic de,cribe \hc pOpulaliun in lenns of its size, disll'ibution and structure.
Demographic variables nre lhe most popular bases lor differenlialing eust"mer groups.
Onc reason is that cus\"mer wanls and prefercnces and u>age rates are "ften a>soeia«:d
with dcmographic variable8. fJelllograllliic influcnce consump\ioll behavior both direcUy
and by affecting other auriblltes of individual. such ao lheir personal yalue and decisian
s\yle. Marketer frequen\ly segment markcts on the b:1Sisof dcmographic[ II] . For finding
out the dcmographic profile ofsch()ol childrcn's 1l~l'cntsfoltowillg que;lian.' werCasked.
Question 9; What is your primary occupatio,,'!
Justification or Questiull 9; Occupation is plObably lile lTIostwidely applied ,ingle eue
researchers use \0 initially evalua\e ~L1ddefine indiyiduals they mect. Almost invariably
rcsearchers wanl to know someonc', occupation to make infercnees about his or her
probable lifestyle, consumption palte]1l etc. Occupalion is strongly a~sociated with
education which to some C.,tCtlldClenninc, occupation un,1 incomc which to some extent
is determined by (}ccupation,One', occllpation pmvidcs status and income. In addition,
the type of works one docs and thc typc of iLldividuah one worb wjlh ovcr time also
directly influenee one', values, IiJcslylc "nd all aspeC1Sof the consumption process.
Question 10: JlI,t "pproximaldy, which income calegory best describe your total
monthly household ineome~
Justification of Question 10: A household', ineome le\'e1 combined with its
accumulated wealth determines il~ pmchasing power. Occupation and education directly
influence preferences for products, media and aclivities; income provides thc means to
acquire them. TIlUSincome i,; generally lllore etTectlve a, a segmentation variable when
used in conjunction with other demographic variables. Consumer~ have to send
substantial portion of their disposal income for their family shoes. The purpose of this
que;tion is to analyze the income level of the re'rondents.
Qnestion 11: How much money normally you ;pclld to buy a pair of shoe~?
By this question the researcher tries to t1ndoul the mentality of the respondents that how
much money the respolldent wants to offer to hnve a single pair Df shoe. It does 110t
necessarily depends on his ;nwme. It is a lotul picture of his call1ing, taste & habit and
the society he lives.
Question 12: What is y(}urage group"
.Ju"tifieation of Question 12: Proper age positioning is critical for many products. Age
carries with it culturally defined behavior and attitudes norms, It alfect~ our self-concepts
and life-styles[6]. NOI ,urpri,ingly. age int1uences the consumption of products ranging
from cloths to toilet paper tD vacation to where to live. This question is to know the agc
category of the respondents ofthe ;c1ected places.
2.5.7.0ver-,ll Satisfactioll
QuestioD 13: What is yom overall salis["ctioll le,'ci of your choscn brand of shoes?
Justification of Questioll 13: This question is asked to know the overall satisfaction
level of the parents for choosing a parlicular br~lld of shoes. Ba,ed on the finding
marketer will fine tunc thei r marketing mix and I"Qmotion~1strategy.
2.5.8.Question 14: Gender.
Justification of Question 14: Gender Is an imporrant determinant for market
segmentation. Many consumption patterns are dctermlncd by gender. Men and womcn
tend to have different attitudinal and behavioral orientations, based partly on genetic
makeup and partly on socializatioll practices, Women tend to be more communal-minded
and men tend tll more sclf~exp",",ive and goal-direclCd. Women tends to take in more of
data ;n their immedinte environment, men tend \0 focliSOn the parr of the environment
that helps them nehieve a goal. Due to cultural orientation gcnerally women takes care of
their children and thcy know bc,t abQut their cilildrcn, Woman in this cQuntry are
gcnerally prefer to stay at homc. Tiley arCvery home and family-oricnted. Thcy desire to
please thcir hu~band and children. Seek: satisfaction and meaning from househoid and
family maintenance. Th\ls taking opinion from mothers of the >chool chiidren will be
more concrete in compare to father\ opinion, rh\ls the asking this question isjustifieci.
2.6. ANALYSIS 01<"THE COLLECTF.D DATA
The allaly;is of the data •••u., bused Qn statistical tools and graphical mcthod~ to answer
the rc,carch queslion,. However Excel and SPSS were used extensively in the process of
analysis[IOJ.
2.6.1. Statistical Analysis
In this study the researcher used the following statistical tools for analyzing the dala,
'.' Percentage and Cumulative Perccnlage,_
.:. The Mean, Variance and Standard [)eviation,_
.:. The Standard Error of Mcan and Proportion
- I 0 -
.:. The Standard Error of Estimate,
.:. Correlation and Regressioll Analysis.
2.6.2 Graphical Method,
.:. I~JrChMts, Pic Charts.
2.7. RESEARCH BUf)GET
Items Cost
Stationery Tk. 1200
Report Prep.& Binding I"k, 1200
Misc. R 1000
Total Tk.3400
The Management of Data Shoe Co. (1\1)) Ltd was kind enough to beat all the expenses
involved in this research,
2.8. REPORT 1'lmVmW
The report "Marketin~ Strategies of Foolware in lJllngladesh- A cnse of BATA
Bangladesh Ltd." has been divided in two parts:
Scction Onc: OrganizatLon Part
Section Two: proJcet P~rt.
The Organization Part ofthc report talb about 13"[,,Shoe Organi7.ation (BSO) and Bata
Shoe Co,(Bangladesh) Ltd, In thi, chapler you will get nata rni;;ion, vi,ion and credo,
Bata culture, Bata Reward System and Bata I,istorieal background. Also you will get B~tJ
store profile da>sificati'}Il u,cd ill dltferent eounlries where Bata is operating. In the
section regarding Bata Bangladesh you will gel Bata Ballgladesh mission, vision,
objectives and business strategy. Also you will get Bata store prorde classification use in
Banglade,h. At the begillning of this chapter you will get Bma Bangladesh historical
background, its bu,in~ss pnform~l1~e for last two years, Also III this chapter thcre arc
. I I -
funclions and organogram of varioliS dcparlmc;,t "r !:lata Bangladesh. Al lhc end of the
chapter lhcrc i~" SWUI Atl~lysj>OnB~la Bangladesh.
'I he projecl part oflhe "'porI has bcen divided into:
.;. D31aPre,el1lati(l1l& Analysis .
•;. Findings rrom Data An~ly,;",
.:. Conclusion and Reeommcndation,
In dala presentation analysis scction. the resc~reh"r answcred each qllcslions in thc
questionnaire, Findings of the rcspon,es are sUllIlIlarized under eaeh separale specitlc
objective. AI,;" you will gel the rc>ult or thc hypothesis researcher formulated for lhestudy ba",d 011the pilot ,Iudy.
CHAPTER-3
ORGANIZATION PROFILE
3.1. BATA SHOE ORGANIZATlOl'"
Bata Shoe Organization (USO) i.l the largesl manufacturing and marketer of footwear in
the world. Its global businc", compri.les of sboe faclories, tanneries, engineering plants,
quai ity eontroi laboralories, product deveiopment and research centers. Bata dislributes its
products lhrougb approximately 6400 retail ouliets, 10,000 taetories and thousand of
wholesale depol and dealers. More lhan 50,000 people are employed in producing and
selling over 300 million pairs of shoes eacb year, primariiy for the domestic markels inwbich BSO companies operate.
Approximalely 400,000 addilional people and their families are engaged in the support
services by 1350 operations. Bala Inlernalional Center is located in Toronlo, Canada. Mr.
Tomas l3ata, founder of Bala Shoe Organi7.ation, iniliated this worldwide operalion in
Zlin, Czechoslovakia; now know as the Czech Republic. The year 1994 marked the 100111
founding anniversary of Bata. Over the year BSO operalions expended across me entire
globe and established itself as the ,",orld's iargest organizalion in foolwear manufacturing
and marketing. Today l3a[a "perales in more lhan 68 countries.
3.2. MISSION, VISION & CREDO ...
The Bata Shoe Organization was founded 111 1894 in Zlin, Czechoslovakia by Tomas
Bala, a 9"' generation sh"emaker in his family. He invested his savings in some simple
shoe making machinery, which revollitioniLed shoe manufacluring of thaI day. His
Mission, vision and eredo are given below:
- 13 •
3.2.1. Visil}R
Bata's vision is: "To put ,1I0es on thc feel 'of all pc{Ople,\,ound the world~promulgatcd the credo "Ou, Custnlller_Our Maslel'''.
Missil}n Statement
As the world's large,t ;boc Il1JIl~:::~eturerand markele", Bata Shoe Organization (USO) is
driven by the mission:
"To be su<ccs~ful as the most dYIl"''':~, n~xil!:~ ""d n"lrkd ,'espllllsh'e world wideOI"g"niza(il}llwith footwear a~ its e~re busir.e,"".
3.3 BATAMEANSSHOES
Bata is one of the world's widesl reaching companies, with operations in 68 different
countries. Bata companies strive 10 listen to the cuSlomers in their local markcts, and
clearly identity their footwear needs and then to provide products that exceed their
customers' expectations in terms of quality. style and value.
Bata operating companie:, are grouped into four bU.\inessunits based On similarlties In
markets and business issues and they are as follows:
.;. Bala International.
.;. Bata Europe.
•;. 13alaLatin America .
•:. Bala Canada,
Each group benefit, from syncrgies sr~c:~~ -:.; t~:~ir requirements, such as produel
developmenl, sourcing and malke(illg S~)i'O:: FLo:1 business unit is entrcpreneurial in
nature, and can quickly adapl 10changes ill l!;~ II,Jrkelpla~e and seize potential growthoPPor!unilic;.
Bata luternatiOl13I: [lata internalional serves customers in mueh of Asia, the Pacific and
Africa through its 3,000 ,;tores and mnny dealer:s.lt i:,~upervised from
- 14 -
Singaporc. Bata International operaTes,hoc innovation eenlers in ';everal eounlries as wellas 30 factories to ;erve individual markets.
Bata .':uropc; Bata Europe is based in Paris alld opemte> 500 stores offering fashionable
foolwear. The world-cbss shoe innovaTioncenter j list oulside of Venice ;upplies many of
the exclusive lines found in BaTastores throughout Eumpe,
Bata La!in America: Bala [,atin America is based in Mexico Cily. Bam is the leading
retailer of shoe, in Latin America and lhe leading marketer of children's brandedfootwear.
Bata Canada: Bara Canada is based in Toronlo from where 250 stores serve the
Canadian market. hs chain af Athlelcs World's and Nike Shops is the leading fa,hionsourcc in Canada tor young urban customers.
3.4 BATA OPERATES FOUR CORE FORMATS OF STORES:
.:. Bala Cily Stores.,. Bala Superslores ..:. Family Stores and,. Bata Vaillc Slores.3.4.I.Bata City Stores
Bata operalcs slores in many of the world's fashion capitals. Bata City Stores offer urban
customers the besl in loday's fashion footwear and acce;50ries. These stores arc in prime
locations and provide a high level of customer servke, cxclusive-fashion shoe-lines with
complementary accc,sories and contemporary shopping environments to discerning
shoppers. Air-condilioned slore with panel dispiay and mobile display unit for brand
promotion with new arrivals.
- 15 •
J.4.2.Bata Superstnres
Bata Superstores offer a wide assorlment of fashiOIl,caslial and athlelic footwear for !he
entire family. Located primarily in urban and s"burban shopping malls, these stores offer
high value by providing good quality shoes al grcat prices in an assisted-serviee shopping
environment
J.4.J.Bata Family Slore~
Bata is the world's leading family footwear chain. Whelher in Prague or Singapore,
ellstomers have learned to depend 011Bata for a wide assorlment of comfortablc, durable
and fashionable footwear for the entire f~mily at reasonable priccs. The products are
primarily the Bala brand wilh a carefully selected assortmenl of articles from both local
and intem~lional br~J1ds.Footwear, !.andbags, hosiery, shoe care producls~Bala Family
Slores are the lrusted ,ource around lhe world.
3.4.4.8ata Value Stores
Bala ha, built it> reputalion 011providing high value 10 the consumer wherever Bata
operates. Bata Value Store'>-<.)utietcentres 13ata Bazar Slores and depnls--{lffer an
incredibly wide a"artmenl of very affordable fOOlwear for lhe enlire family. 111e
shopping environmenl is a seIf-service format lor case of shopping. Footwear is attractive
and durable, and specifically ;elected and sourced 10 mcel the needs of the value
conscious consumer.
3.5 DATA SHOI, COMI'ANY BANGLADESH LIMITED
Bata first established ilself in Bangladesh in 1962 and commenced manufacturing shoes
in Tongi factory in 1964, At that time Ibe !lata Shoe Organization was headquartered In
Toronto, Canada,
Operations were expanded throllghout Bangladesh with lhe establ i;hment of factories in
Dhamrai and Ihe rapid growth of the.diSlriblition channels to allow !he Company's
products to reach consumers in every town across Bangladesh. Bata Bangladesh remains
- 16 -
today Bangladesh's biggcsl l1lallllfacllll'crand marketer of footwcar. SlarLingoperalions as
a pri,'ate company. Bata Bangladcsh is today traded on tile Dhaka Stock bchange and
Chitlagong Stock E"changc,
The Bata brand in l3allgbdcsh has comC:1 leng ""y. Whnlll,cd to be a houschold name
10r,cllOol.,hoes with ll1etaglillc Hl<"ll{ST TO Bat" TIII':N TO SchonlH.has
gonc onlo servc ditTcrclit,CglllClltSorthe market. with (l(hcl'brands Mleh30 Marie Claire,
Comfit, Hu,h Puppies, Weinbrenllel, NQr(h Slal",Powcr and i-Imvaianas,Today, Kata is
lhe leading footwear manufacturel' and marketer ill Bang[adesh and operatcs thcrctail
chain with more Ihan 244 .,tores.
Bata Bangladesh produces daily around 80,000 pairs of shoes of variou, d~seriptions in
ils Iwo manllfacturing unib located at Tongi and Dhamrai It has a modem Tannery with
the lalest tcchnology facilities to p",ee~s approximately 19,000 sqllare feet of leather
daily, which comprise a widc range of product~ and finishes. The Tannery is also
equipped with a modern et11ucnt Lrealmenlplant to en5ure a pollution free environment.
Thc company', markeling nclwork is consolidated Lhrough ils own retail oullels,
di,lribulors, franchises, agmcies, whobab depot ~nd a large number of registered
distributo~ and dealers.
TIle total ,ale pair of the ycar 2002 was 25 million and the lolal turnover was Tk,2.64
bi[lion. Thi, yeal' i.e. 2006, lhe ,ales growlli is exp~cted to be 19 percent. Bata-
ilangladc,h captures only 20% ,hare of the domestic foolwear industry. Th~ competitors
occupy the remaining big portion of the footwear market. The di,tribution part of the
marketing mi~ for Bala ,hoes are comidcrcd one of Lhestrength of the Company. All the
good, are ,uprlied to the rcspcctivc channels from Its own Ccnlral Di.,tributiOIlCenter(CDC).
3.5.1. Tongi Factory Complex
The Tongi manufacturing planl was eslablished in 1962 and is located 5 kms norlh oflhc
Zia Inlernational Airport, Dhaka. Wilh lh~ pa.«age of time. thi, plant has been furnished
with modern machinerie, and equipmcnt 10 reinforce it, manufaclliring facilities. There
has be~n a ,ignificant increase ill lhe overall product linc, which includes PVC, Super
Expanded I've and Rubber, Canva, and Sports Footwear for both domestic and export
- 17 -
markel. A p(}rtion (}f plant's ootput is ,I,.cwcd t(}wards manufacturing footwear
components. soling materials, etc. lat' the [)h~ll1rai leather shoe factory. f>roduct
dcvelopmcnt and productl'cscarch ~I'Crcgular aClivitics ofthc Company and mCasurcs in
these I'egal'ds have been takcn 10 clll"ichlhc wholc pl'Oduct Iinc and mcct the changing
needs ofthe customer.
A modcl'l1ecntral distribution ccnlCI'of 40,000 sq. feet hill. been cstabli,hed in Tongi
where 500,000 pail'Sof footwear call be wal'el1ousedand diSll'ibuted.Tile corpol1lte head
oftice ofl3ata l3angladesl1is also located in Tongi, adjacent to the Tongi factory complex.
3.5.2. Dhamrai Factory Complex
A modcm shoe factory and a lannery with cfnuent treatmcnt plant are localed al Dhamrai,
38 kms wesl of Dl1aka City, which began commercial prodUClion in 1987. Tl1is project
was deveioped in as.locialion with liT, an aftiliation of the WOI'ldBank. It has reached an
annual capacily to produce 5.5 miliion pairs of shoes and over 5.0 million squal'c fcct of
finisl1ed ieather. The Comp~ny has been successfully exporting finishcd leathcr to
Canada, USA, France, Italy UK. Japan, Ilong Kong, Thailand; Singaporc, Middle East,
Turkey and India among other countries, Modern facilities in the shoe lactol'Y and rcady
availability of finishcd leathcr of inlernational standard Im,e cnabled the successful
Chport of shoe. Export items inelude men's casual shoes, sports shoes and men's and
ladic>sandals and siipper:. for (he Middie East M~rkcls and various othcr Markets.
3.6. BATA BANGLADESH VISION, MISSION & OBJECTIVES
3.6.1 Bata Bangladesh Objeclivcs
Bata Bangladesh objeclives area a.-;lollows:
(> Tn mainlain a consi~tcnt grov.lh in market ,hme, business and EBIT,
.;. Sales p;lirs fl'Om24,00 million in 2001 to 30.00 million ill 2006 .
•;. Turnovcl'from US $ 46.00 million in 2001 to US $ 60.00 million in 2006.
0:' EI31Tfl'om US $ 4.60 million in 2001 to US $ 6,00 million in 2006.
- 18 -
3.6.2. Bata Bangladesh Vision
Bata Bangladesh Visions arc a" follows:
.:. Sell shocs in counlries whel'e shoes WCI'Cnot available .
•;. Reduce productionlimc 10make shoes and scllthcm fol' less.
•:. Supply pcople all OvCrthe world with aITol'dablcshoc,>.
J.6.J.lIata Mission
Bata Bangladesh Mission Stalement is as:
"To hi' successful as lhe ",,,~tdynamic, flexible & market resJlonsil'e
",,,I'll"" ide "r~anizatioll with fonl" ea I" '" it, eorc husiucs,~".
3.7. BATA BANGLAJn:SII COMPANY STRATEGY
.:. To reslructure manufaclllrlllg operation, 10reduce overhead. goods in process, bcttcr
nexibility and 10produce qURIity shoes .
.;. Tight control on production expenses and manufactures value added shoes.
•:. To implement updated projecls i.e. Supcr Expanded PVC soles/shoes .
.;. To eXlend relail market nelwork by opcnlng 25 ncw stores and elosing non-profitable
stores.
•;. Aggressive plan 10remodeling exisling old Slores.
•:. Numher of dealers will be increased from 900 in 2001 ro 1200 in 2005.
.;. To establish brand loyally through d~vcloping and promoting late,t design, in each
brand.
•:. To develop export channel by introducing new range of shoe-line and promoting the
own tanncry facilities .
.;. To capture the scholll shoe markel by launching a slrong marketing campaign .
.;. Tll strength informatilln technlliogy lhl'()ugil illll'()duction llf Custlllnel' Oriented
Information Systems (COINS), CAD/CAM and pas terminal for Retail/Depots.
- 19 -
3.8. PROllUCTION CAPACITY OF nATA llANGLAD~SH
Production capacity of1'ol1gi Hant ~"" L~ '"~rc,,,,~d ;.,2005 fl'ol11the pl'ev;ou; year. TI,C
actual production ha, increasc<.lby 9,20 lJ~ic~I.:ages ill pairs ;11year 2005 from thc
previous year. On thc olilcr hand pro<.luclioncapucily o~.Dilammi Plalll also has not
increased ;112005 from thc previous year. But here the actual production in Dhamrai
Plant has decreased by 7.6 percentages in pairs in year 2005 from the previous year. The
following table show; the previous two years actual production and production capacity
of1'ongi and Dhamrai Plant.
ACTUAL PRODUCTION
1_-
<500000020000000'5000000100000005000000,
2005
Figure 3.1: Production Capacity 3ud Actual Produclioll of Tongi and Dhamrai Plant
Table 3.1 : Plant Wi.•e Production Capacity
ProduclioD Capacity in "airs Actual Production in Pairs
2005 21104 2005 2004
Tongi PlaRt 23,896,000 23,896,000 19,284,000 17,659,000
Dbamrai Planl 6,808,00 6,808,000 5,075,000 5,492,000
Source:AnnualReporl2005, lIa!aShoeCompany13angl"de,hLimited.
- - 2J-
PROD CAPACITY IN PAIRS
2005 2004
.,r,
I . ,I.GW"~ Ii1.d1I~n""!I', ,
I
Figure 3.2: Production Capacity In Tongi and Dhamrai Plant
The following tablc ,how, the catcgory wise installed and actual capa~ity of Bata Shoe
Company Bangladc,h LinlLted. It shows lhat it, actual c"pacity is below the in,talled
capacity due to the reasons of union and labour inefficiency. demand tlllctuation indomestic market etc.
Table 3.2: Category \vi,. Installed and Actual Product innCapacit},
Category of Shoe, instotlle<!Capacity Actual ProductionShoe-Plot,tie 3,341,000 2,719,000
Shoc-Thong.\ i9,024,000 15.630,000
Siloe-Ruhherand Cam'as 1,531.000 935,000Shoe-Leather 6,SOS.O()0 5,075,000
Total 30,704,000 24,359,000
Source:/InlllmiReport2005, H,lt"SiloeCOIllI'""Y J3,mgladesilLimited,
- 21 •
,-, CAPACITY VS ACTIJAL I'IWD
~""-""-..."0«'"""",,,oo-""""00"""'00"''''''"'"""'"
"
.In'lOlicJ Capacil)
DAcL""1 Pmduotioll
9>0' PI",;, Sho,Tin'''''' ~'"' """"" ~'" L,."h".nd C'O',"
Figure 3.3, Category Wise Installed and Actual Capacity
3.9.11ATA STORE I'HOI'ILE CLASSIl'ICATION IN BANGLADESH
With the ;hr;l1killg of the world into a sm~11global village, Bangladeshi consumers now
aspire for inlernational taste and >lyle. Ami to mnkc [ilings easier for [he consumer Bata
has introduced the concept of ;lol'C classification and sub divided it into the following
manner:
.:. Data City Store
.:. Bata Family SlOrc
{. !Jata !Jazar Sl<)r~Sand
.:. [lata Clcamnc" Store,
Table 3.3: Number of Retail Outlets as OfWeek 52/2004 & Week 52/ 2005
Classification afStorcs WK-52!2004 WK- 52 /2005
City Store 07 09Bala BllLar 40 42Family Store 203 '"Clearance O. 03
Tolal 258 244
- 22 -
3.9.1. Bata City Store
Bata City SlOres arc ovaLiable ill metro, and semi-,ilctnj, arcas, high class commercial
centers, malls and depmtmel1tal ,tore, ill major citic~ with shoe-line catering ta the need.
of fashion..j),iel1tedcustomcr in thc middle and high-income group of consumers. It ha,
neon while Bata logo Wilh red backgwolld, 1"1",,slyle OL con,omer, is primarily
fa,hionable and modern. It has air-condiliOllcd ,lorc witll p~ncl display onil Lorbrand
promotion with ne" UlTivals.
Important Features of Billa City Store:
.:. I'ilshiomble chi ldren'" men', and ladies shoe,>are available
.:. Sports and outdoor shoes accord ing to inlem~\ianal trends and stylc .
•:. High value children shaes focus 011intematianal brands and style.
•:. Price is UptClTaka 5000.00 and mare.
•:. Clear demarCHliollofmcn's, womcn's and children areas.
3.9.2. Bata Family Sture
High Traffic commercial localian ill major di:.lricl and boom ta"rts, Medium la high
priced hasic faot"ear, Nan-air cnl1ditianed ,tore with lalal commercial look, maSSdisplay
and slandard pancl. ilasic shoeline far family focus on best sellers from low medium 10
medium income group. I.il"c'lyle ai' cu,l()mc," i~ primarily lradilional customers. 11has
white Bala lago with red background.
Important Features of Data Family Siore:
.:. It has aUenti()non volumc lines,
.:. Price i., "pt" Taka 1500 maximum.
•:. HigbTraffic commercial locillion in major district and boom tOWIIS,
.:. Nan-air condilioned stare" ilhWlal comllln~ial loak.
3.9.3. Bata Bazar Store
Localed in high traffic Commercial Strecl in major towns, Uleation as deslination Slore
and small existing slores in thickly popubled and saturated markets. Basic and volume
- 23 -
selling lines for lol'v and medium scgmcnts including liquidation and sub-standard
clearance. Volume family store with ,"veral floors. Consumer ~egmellt is mid to high>
ineomc group. Li restyle of customcr, is primal ily nco-trad itional and lrad itiollal. It has
white Bata Bazar logo with red backgruund.
Important I'eaturc, of Huta BaLJI Storc:
.;. Medium priccd family foolweal' willi sclecled fa,hion _,hoes focusing (}nbrands .
•;. ?rice is upt() Taka 2000 .
•;. Pricc cards, banners to emphJsiLC promotion_,_
.:. Brand paske> arc existing_
.:. Clear demarcalion of men's. women', and children areas,
3.9.4. Bata Clearance Store
Selling liquidation. clearance line, fa~tory second shoe, for medium to low mcdium
income group. Localed in b",y streelS.lt has whilC clearance st(}re logo with rcd Bala.
important Features ornata Clearance Sture:
.:. Clearance line, liquidation and fa~tory second" "hoes .
•:. Slow moving articles wilh sub:.!alltial discount.
.;. Focus on highlight 01'price POP's 011sales.
Table 3.4 Numbcr of Itetail Oull<l, as of Week 52 /2004 an~ W•• k 44 /2005
Type (If Stores WK-S2/2004 WK-S2/200S
llata OWII Store ,"0 97
"K" Scheme 10 28A/!;enq'Scheme 128 119
Total Number of Slorc~ 25' 244
Dala Ow" Slorc: Bala 11", 97 numbel' of own rClail outlet; localed all over nangladesh.
All Bata Bazar and Bala Cily ~tore arc 13ata own outlets,
"K" ScI,eme: To increase pru~labillty of ,lhe e),lstin!; low ~olul\l" oullels through
increasing sales and decre~sillg operaliOIl expcnsc,> Bow ~clecls suimble perl-ons who run'"
lhc store. Priorily are given I" Ihe Lll"nag~r of lhat pmlicul~r .'lOl'e wh" I'esigned frum
services and took ovel' lh~ "lorc as an independent e~lrcpreneul' as eommi,sion a!;ent
provided he/she is fully fit to I'UOthe slore. The main objective i, 10 increase lhe overall
protltabilily of relails bu;ioe.". As of we~k 44 or' the )car 2(){)5, Bata ha, 28 number "f
retail oullet'; I'un lInder "](" Srile",,,.
Agene)' Scheme: '[ 0 have market coverage in lhe places where relail Mor" i, not possible
due to low business opportunities and high rental of ,lore, Bata has agencies in lhe
,mailer lown~, Bamrs and ncy, ,hopping cenlres, The ~genl gets commission on the basis
oflhe t"lal sales,
3.10. PRODUCT DlWI£LOPl\IENT DI£PARnmNT
The basic ,lagcs and flillclion, of product developmenl val'y depending on eaeh lIata
Company's structul'C. The basic Junctions and swges uf producl dcvelopmenl in Bala are
as totl"ws'
Identifiealion of Target Market Opporlunitie,' Product dndopmenl is aboul having an
eye for tilc nexl opportUlllty, lhinking ahead inlo the fulllre, Thc objeetivc is to produce
short-Ic,," impact projc~h as wcll ~s long-terlll innovalion and cl'calivc breakthrough
idcas[9].
Definition of thc Tal'l:et Projccl Cbaraetel'i,tic", Oncc sekclCd, cae h project goe, throllgh
a clear and vel'Y dctailcd melhod to denne the CAa~tcharaclel'istics lhat cn,me lhe pl'OdUCI
will have a real competitive adva~l"ge-lising the neweSl leclmical matenals, the latest
shapes and overall fa.,hion effect
Definition of lh. I'roduet Development Calcndar: A wcII-dcfined schedule is developed 10
determine the people, tasks olld tllning for «lell project.
- 25 -
Markellng & ProductSales Development
Manufacturing
-Cu.tomo,lIla,ke'Systom,
Promo<lo
canP,oduel
Spoclllo.'lon
'"'Pcod"o' ~-i.Uooign",<"
Customo,Morko.Sy.tem
P(od"otion Ordo ••
•'igure 3.5; Cyde ufProlluct Develupment Prneess
Sources on New Ideas for Prnducl Ilcyclopment
.:. Organi£ulion employees and ,uiespe"nn_, feedback.
•:. Be,t5e1ler from ,i,ler comranie,_
.:. Markct visit aI homc and abroad.
.;. International shoe fairs and 1cgiona! rlOducl dcvclop'nentmeeting.
',' Sch~dulc mceting with thc pm1icipation from Merehandi,ing, Retail and Wholesale
Depot.
3.11. MARKETING DEPARTMENT
Marketing is not an evenl. It is a prn~c" comi,ling of u ,eric; of carefully planncd SICPS
10create an idea. a product, or ;crvicc (conception), prlec it. promote it, distribute it and
~eli it to the customer; making to enstH"{:thai il meels Ihcir needs as well as the
- 26-
scll it to lhe elL,l"m"" makinr. 10 CIlSll,C11",1it mcct, their lleed~ as well as thecompany's nceds[7].
Marketing toucl1cs cvcry fUnClion"t IJ"ta. 1"'011'the trnditional Marketing functions of:
.:. MJrkcting rcscarcl, .
•:. Advertising Jnd prolllotion.
•:. Packaging and Di.<trilll,ting,
To all other busine" ti.mcliotl8of:
.:. Raw malerial .,elecliOIland Producl development.
.:. Production plallning.
•:. Sample maki~g and PrO(luclcO'ling.
•:. Product approvJI ilnd Production.
•:. Qualily auditing and investigation Clc.
The markcling activities of O~t~Shoc Company lJangladc,11arC divided into broad tw'o
categoric> urrdcr two 8eparalc deportmcnt>.Tho;e arc:
.:. Rctail Markcling [)~parllllellt and Wholesalc.1Mark~lillg Departmcnt.
To mainlail\ and cnhancc pmiliOIl 'lS lcading tlwrkctcr o!"family fOOlweJrin Bangladc,h
~cllicving target business and pront Bala i, doillg lhe followittg aClivili", more or less
regularly:
.:. Company COl\ccntmtc, Ott major seasonal and feslival promotion, highlighting in.
Slorepromotions supporled "ith electronic and press tllcdiil,
.:. In-slore displays arc organized lupporlcd willl eye catching Point of Purchase (POP)
mal~rial8on produCl8.l3rand atld Lifestyle,
.:. Outdoor promoli"n" focusing lhrough parlicip~IIOIlitt sport, 'poJlso"hip, trade !"ai"
and exhibitions,
.:. To communicalc sale, I"fcc, regarding new ""ivul "ilh product fealure regular
Merciland;,ing news hulkl;n, are publi;hed. The Company develops a promotional
calcndar, which would id~nlify the variou.' event., and ,ales aclion necessary to
acb ieve thc company'; onlc , ~",I prof'l objcctivc.
- 27-
Retail MarkeU,:,gM,nager
Ad"ertlslng".Manager
Store layoulOfficer
SloreDevelopmentSuperintend
auslnes.Inlormali
""
Ar.,M.,112)
RetailService.Man'ger
figure 3.6 Organogl'am of Relail Marketing Departmc"t
Wholesales Manager
Wholes.lesService. Mg'.
,-,Manager
WS DepartmenlOfficer
Oirect S.lesSuperlnlond
aepol. Manager
Salesperson. L,
figure 3.7: Organogram of Wltol",,,I,,,, Marketiog DCI",rtmelll
- 28 -
Store Atmosphere Individual Characteristics
Sales PersonnelCam", O~i'CI",e"",",o~ & Socl.1CI",.PC"OIl" S IL'"-'iid~%i~i'~
" 't.r;'~,,*
ConsumerUr'''yl.
,/&hoppl'>lI O<,enl,I,,"~"Re,;on.'S,Luar,an__-<,0F--'
Response
Sales PersonnelMoO" & ~fforlCornrn'imeolAI,tudo,
Con'umarF.njoyrnen! 8 Tim. In SioreIlem, E""m;nodInformallOO Acqurr""
Fig" re J.H: U"t" store l'c,"Soll"lity,mli SI",ppc,' IId'<Iviur
3.12 llRANDINGS:
nranding " an illlPOrlant Feature of marketing It " also u product
attribLLt~ hy which the ell,tomer', buying belloviollr ean be affcctcJ[12],
Bala ,hoc has been developed and marketed vari",," flSO Inlernational
Brnnds like:
.:. Bubble Glimmer,.:. Marie Claire.
.:. Emozionia_• Hush Puppies,'.'.:. Power.:. Norlh Star.
- 29-
.;. Sandak.
•;. WeinbL"enLlercl~,
Which seems 10he success!l,lly ~llrne\, for ,ICW,cgmcili of eustomclS. "nata" is still be
lhe core brand, To f"lfLiIthe need" of the new generation, new group of lifcslyle prodllcls
CPG (Coor<iinntedProducl Group) are introducing illihe mmkcl10 achicve mOrCbll,iness
as well a' to satisfy a more sophislicated eu,lol11cr[13]. Age. income, lifestylc, product
concepls and target markct of SOmCselcctcd brand, arc ,ummarized below:
Concept
Target Market
Age
Incomc
Lifestyle
Conccpt
Target Market
Age
Income
Lifcstyle
Marie CJnire
Stylish ladie~ la.\hiol1 i'lOiwear fur lhe young thinking womcn
using mainly lealher ~nd PU uppcrs and lightweighl ,oles
following the latcsl trcLldsill thc eounlry,
Carrier \Hllllell, oftlce workers, housewife ~nd women who dc;irc,
a youthful cicg,m( and fashionable look in the latesl slyle and
color,
l'it045 Years.
High & Medium income group.
Urban, Upwardly, Mobilc and Slight Conser,alive,
King Slree!
Classic British style of mell's formal shocs for office anJ formal
funclions,
Execulive ,llldoffice going men
35 to 55 Years.
High, Medium to High income group.
Urban Conservative.
-JO-
COllcell!
Turget Murl,et
Ag'
Income
Lifcstylc
Concept
Target Market
Ag'
Income
Ufestyle
Concept
Target Market
Age
Income
Lifestyle
Powu
Value for money athletic footwear with top technological features.
i\~tivc. athletic, minded conSumCrs who valuc pcrformance,
comfort and ~thIClie;,tyle at alTordable prices,
15 t035 Years. ,
Mcdium to High InComeg"OUP,
lJrllan.l'ashiol\able with Athlctlc, Interest.
North Star
Trendy athlete / leisure casual footwear for males and female,
with sport." 'fashionable look il\c1udingabroad range of synthetic
and fabric uppers.
Fashion conscious trendy conswners who are progressive brand
aWarehut not compelled to buy leading international brand,
lOt035 Year;.
Medium income group,
Urban & Fashionahle.
nawaianll~
Fashion~blc, colorful. soft ~nd comfortable EVA, slipper and
thongs for mell, I~die" youth, oltcn-featuring cold molded
footwear and slippers.
Individual seeking the hc"ch looking for everyday lise and or to
make a style statement.
12 to35 Year,.
Mediulll-[o-Medium High income group.
Urban Utility ""d or Fashion.
- 3 I -
Conccp/
Target Market
Ag'
Income
Lifestyle
Concept
Target Market
Ag'
Income
Life~t}'lc
Sandak
Styli.lh plastic I'VC slipper. sand'lts and sh()c~for men, ladic!. and
youth.
Primary:
Consumer who regularly rcquire, b"sic foolwcar for everyday use.
More amuent, ladies and children S<.'<:kingslyIe, color/ill summer,
beach looking foolwear to fit currenl fashion trends.
t to 55 Years
1.0,", 10Medium and or Medium 10 High income group.
Ila,ic Rural. Urban, City f'ashionablc.
Toughcc~
Children sellool ,hoc.' with leather and .'ynthetics uppers
incorporalion /;lSllioll \tylc, durability and comforl and fealuring
prominenl branding.
Roy' and girls, seeking [0 pOllray a mOre stylish image wilh
atlcllJillg >chool.
410 16Year,
Low Medium '''comc group.
lJrhan. Sub-Urban and Rural School going youngsters.
- 32 -
3.13. SWOT ANALYSIS OF DATA SlIOE COMPANY (liD) LTD.
3. 13.I.Str~llgth of lIata Shue Cumpany
Thollgh Gata comnlUnd, only 20% 'na,kct ,hare or'dolllestie markel, it is tile single
iargest company with counlry"iJe emeielll retail & wholesale netwOlk in Bangladesh.
o Br"nd Image
Bala is the leading footwear brand in the eOllnlry. Whcnever we think of shoes we think
ofBata. Bala lrademark is onc of the most valuable aSjelS used by the company.
c Quality ofsho~,
The key corJXlrate issllc of Gata ISquaiity. The battle for global competitivcncss is being
fought Oil the basis ofqllulity. Consistency in qllality is achieved thollgh its ISO _ 9001
ccrtified '1"ality managcmcnt 'ystcln. Gata IS recciving continuous technical assistance
and guidance service, from Bata Limited, Canada and Bata Product Deveiopment Center,
Italy.
() Well positioned Itctail & Wholesale network
No other company in Bangladesh hos such a ,trong sales network. Bata i, offering shoes
at consumer>' d(}orstep lhrough Its ••----- retai I stores, IJ dePOl' and 1000 dealers.
o Mode.n manufactllriug r""ilit~
Bata Bangladesh has two mas;ivc mal1llfacturillg units having the latest technology in
fo(}twear manufaclllring. Approximately 90% of its sales rcqllircment is met througil
these t"o unit,.
o Wide rauge of Shoe line
Bata store, arc equipped to serve the entire family through its 2200 lines of shoe. No
other company in Bangladesh has such a huge rtIl\ning collection.
- 33 -
o Trained & efficient management team
The recruitment procedure j; ,cry 1l1Odemand systematic. The best people are selected to
be bcst lit for thc job. The m"nagClI\ellt ,tulTs llll(lcrgu all extensivc training program,
both in-house and abrOJd. to make Lhemnot only fit for the pm,ent job, but capable to
take higher challenges.
3.1J.2.Weakne.",e, of Bat;, Shoe Cu. (BD) Ltd.
In spite of occupying the leuding role in The Business in Bangladesh, it hus a lot ofweaknesses which i, di"eussed below,
o High Cost Structure
Bala Bangladesh hm; a very high eo,t "tructure. This includes cxpensive ovcrhead und
labor. The ma(crial cost is also high compared 10ils competitor> as Bata has (0 pay all thedulies and taxes which the compctitor; do not nccc,sariiy pay.
o Manufacturing & Marketing ,imultanCOUII)'
Bata Bangladcsh i.1manufacturing & marketing product, simulianeoll;ly. This is creating
problems in invcntory management und faclOry overhead recovery. IIIorder to get the
ccun()my of scaic the operation ha, hecome less f1c>.ihle.It is difficult 10make a varietyof article of small batches..
" AgingWork force
Recruitment of WOrlWL'is suspended l'or the Ia,t many years, The present work force has
become aged and ics~'enicienr. Duc to high labor cost it is dil'ficult to recruit frcsh
p"rmUllentworkers,
o tncreased del'endenq on Associate lJusino••.•U"its
In ()rder to OVerCOmethe high labor cost Bala Bangladesh Manufactur;ng is becoming too
much dependcnt on contracted jobs. This i> result;ng In delayed production and
incon~istent qual ity.
- 34-
,3.13.3.0pportunitics of B"t:t Slloe Co. (Iln) Ltd.
There'are a lot [Ifopportun ille.\ ",hid, Ill"} be cxplojteJ \0 achkvc lhe desired objeclives.
o De\'elopMega Store.,
Mega stores and Super ,lmes arc becoming very ,ueee;sful and lla\'1 can expand ils
bu,inc" by opening Bala B~zars ~nd in all I)isl,;ct Towns.
o Import Components
Bata ean inerca"" its import of qualily shoe compone~ls lhrough its procurement cenlcr
in China "h'ch can be asscmbled in ils local factories.
o SI)Orl-SSponsorship
Bata can improve il; Brand image by sponsoring popular sports ..
o Market Coverage
Bata can improve its markel ,hare by penetrating inlo lhe uncovered rural markets (38%)
througb its Whole sale channel.
3.13.4.Tbrcats of Bat'l Shoe Cu. (BO) Ltd
Bata Ilangladesb is facing a lot of external threats in its bu;iness operations.
o Politiealln,tability
Political unreSI is creating a huge suffering to the business of Bala Bangladesh. Frequent
;lrikes are resulting in a .,ignificant loss of business.
o Imitation & Counterfeit
Bata Brands & Its designs arc beillg regularly copied. '1his is resulting in loss of sales and
faith.
o SmuggledShoes
Sales are being effected by illegal cross boarder trading of smuggled shoes.
- 35 -
Most oFthe local compctitor_, arc nOI paying ta~cs & dutic, to the govcrnment. This is
allowing them to sell their pl'oducts at ~hcaper Pl'lccs.
- 36-
CHAPTER-4
DATA ANALYSIS & PRESENTATION
4.1. BRAND OF SHOES
This part of the report is devoted for the data analysi, and Pl'esentation purpose. Eaeh
question in the questionnaire i, answered under separate specific objeclive,. They arc
pre""nted below und~r each speei fie objective as stated ill the pre fatory part of the report.
The following questions were asked ,mder the objective. "Brant! or Shoes". Through
these questions l'esearcher tried to find oUlthe markel participation of different brand in
different eatcgory .,hoe also to find the bll;ine.'.' of Bata in the domcs[j~ industry.
Analy,is of the l'c,ponse, is given helow:
Ql, Which catq:ol)' and brand ofshocs do you l>uyIllO.,tfor }OUa"d }'our family?
The research fOllnd that out of 690 clio ice, out of which 306 no of choice; wm: for
BATA ,hoes(44J5'Yo) 9,71 % "I' choice was lilr flaily, 9,27% of choi~e was lor Apc:>.,
1 M,te 4, I: Markot Participation of diffc,'elll shllc, in t1ifferetlf Cal"gllry,
Name of Brand Ob.,erved Frequency Pereentllges Cumulative %
lIata Shoes 306 44,35 44.35
Baily Shoes 67 09,71 54.06
Apex Shoes M O'J.27 63.33
l'el:asus Shoes 67 0~.71 73.04
Otllers 135 I~.51i 92.60
Doni know 51 07.40 100.00
Total Choiee 690
9.71% ofehoiee was for Pegasus. 19.56% ofch"ice was fol' other brand, and 7.40% of
choice was for the brand "bieh the respondent Gould 11(}1name. The following exhibit
,how.' '" graphical fOl'm the marhl participation of diffcrel1t ,hoes in diffel'ent
categori~" ..
- 37 -
C,"OICE rN DrFF CArnEGORY
IC"'"."~cY I'I"'''E.<IOI>EG.'SUS II_OTHERS rCDONT"N<)W,
Fil:ure 4.1: M"rkCl I',••ticipalion or diff shoes In diff categories.
ou! of 142 re,pondcl1l., 54 of them (JX%] ello," Hma slloes in 3 or Illore eatellories. We
ealilhem LlATA r"reh~s~r.
Q 2: What is the J{ca",n ror CJlOosing that r"rtieu!ar Brand?
People expre55ed the reason behind ehoo~ing a particular brand of shoe,. The above
que,tion was ",ked !(l the respondcnts to rind "ul Ihc reaSOn, for choosing brands.
Following lable shoe,; Ihe obscl'wd r,cquency 011remon.' for choosing brands.
Tabl" 4.2. Dbse •..•'cd he'lucncy of Reasom for Choosing llr:lOd
Rcasons ror Clloo,ing IIrand Ohs. "requellcy I'crccntagc, Cumulative %
Durahilil)' 47 33.10 33.10
L"w Price 07 04.g0 38.00
lIigher Qualil)' 52 36.60 74.60
Variety 23 16.20 90.80
Aeslhclic, 13 09,2(1 100.00
T"lal Num ber of Rc~p"ndellts 12" 100.00
- 3 8 -
RIOASON TOCHOOS"" BRANO
",OUMB'".LOW P~CE,,"aLly"VA~'fY.~ESTliTCSI
Research fOlmd lhat 36.60 pereenlages oj" lhe respondClllo choo~c brand for higher quality,
On lhe other ha"d 33.10 pcrccnloges of the respondeots ciloo,e br~nds ti" durability or
10l1glasting. 16.20 perccl1lages at thcm choose brands lor getling variety in shoes.
BlIt 111case oflhc re8pondent, "ho choosc mo.lIy Bata ,boes (111previous queslion
who gavc lheir ortlon for BATA .hoe~ ill three or marc category) lhe reason behind lheir
choosing showed a Iink Valialion, In lh is case out oj" 54 respondcnt, 27 (50%) orled for
"Durabillly"' 1'01'ChOOSlllglhal ,hoes.The follo"illg lable depicls lhc comparison belween
overall respondenls and BATA pllrchnscr,
Table 4.3. Re;,,,,n 10d'oose Cllellr~nd
Reasons for OVERALL BATA PURCl-IASERS
Choosing nr~nd FREQlJIo:NCV PERCl';N'I AGE H""QHI:NCY P~;RCE1'iTAGIi:
Durability 47 33.10 n 50.00
Low I'riee 07 04.90 01 01.92
IIiglLer Quality 52 36.60 1(, 31.04
VadeC)-' 23 16,20 05 08.62
Aesthetics 13 09.20 05 08,62
Total Number ofI" 101l.00 " 100.00Respondenls
REASON TO CHOOSE IN CASE OF BATA & OV~:RALL PURCIIASER
- J ') -
COMIW<lSoN BE'" OATH OVer"'LL "URGIIA""
Figurc 4.3 C"mparison betweeR R,,(a & a,'crall
4.2. NATURE OF COr;SUMPTION PATTERN
TMe following questions were ",ked under the objective. "Nature ur ConSllllll)tion
I'aftern". ThruugM the,e queotion, resea~her tried to find out tMe number of pair
cOI1,umptionof different categaries of shoes pEryear by the re~POl1dClltSand his f~mily.
ReseJ~her a[w tried to lind out the rciatiou,hip betwecn expenditure alld numbcr of p~ir
cOllsumptioll of pair of shoc,. 'whether iherc i., ~t all nllY relation,hip exist or flO!.Analy,is oflhc l'espolI~esi, givell below:
Q 3 How many I,air of shoe, do }OUlIa,c?
Thruugh tllis qllestion" the re;earcher tries to lind out the consulllption paltcl'll of th~
respondents themselves.
The an,,,er that w~, given 10this qucstion i, givcll in the rotlOWingtable.
Table 4.4 Ob,erved Frequency on r>;"",bcrof Pairs C"",umption
NOOFI'AIR I'REQllEI\'CY PIORCENTM,r: ClJMUl.l\'llVE %
I PATR OJ 2.11% 2,11
2 PAIR " 28.17% 30.n3 PAIR " 34.40% 64.68
4 PAIR n 15.59% 80.27
5 PAIR n 11.97% 92.24
(,& ABOVE " 7,76% 100.00
TOTAl, '" 100,00%
NATURE OF CONSUMPTION
""~ 40~ 301l 20r:: 10,, , ,
PAIROFSKOES
Fi~ure 4.4 Nature of CO"''''''ption
Ii:] FREQUENCyl
The researcher found thai 80.27 pel'centages of respondents have Ie" than fjv~ pair of
shocs fol' thcl11.. 34 AO percentages ol'l'espondcnts have tilree pail' or shoes tor thcm,
Q 4: H{lw mml}' sImes do )OU huy for }'(lur ['lm;1y pcr ycar'!(lJ6 rcspolldents)
No of pair of8ltoes Ob.<crvcd Frequcney I'crccntagcs
UT05 18 13.24%
6 TO 10 " 54.41%
11 TO 15 3. 27.94%
MOlmTHAN 15 06 04.41%
TOTAL 136 100.00%
. 4 i -
As among [he r~srOl\denl, [he,-~ wei'\: ,Omc ,[udents [hey 'Wl'\: unable to an,Wer this
qll~,[ioll a.' 1l0nllJIly they dO,nt buy their ramily ,hoc,. However some of [hem tried to
give an approximate an,"er when ,,,ked how 1ll""Y .:I,nes normally were hO\lght for their
family ill a ycar. Thc ai;o,c rc,ull i, eXI""s,e<.1in" ch~l'l '" j"llwed.
",0' "'"'" "'." .~,""""
Figure 4.5 I'amil~' Consurnptioll
Questioll 5 : '''hat is your annual expellditure on slloes? (No <Ifrespondents 136)
Table 4.6: Ob,en'ed Frequency on Yearly E)peud iture OnSbo",
Ycarly Expenditure Ob,. Frcquency % of Ohscrvcd Frequellcy
Taka < 2000 '" 14.7i
Tal.., 2001-Taka 4000 15 27.~4
Tal.., 4001-Taka 6000 '" 35.29
Taka 6001 Taka 11000 24 17.65
Taka 8001 T;IIGl10000 05 03.68
Tal<a >10000 01 00.73
Total Num hcr of l~espondCllts 136 100,(10%
"12.
,.5DD1_~OOO
104001.6000
I_ 2001_<000
1i.:J<-lQOO
0,00% 5 00% 1000% '5,00% 2000% 2, O~% 30@% 3500% 4000%
Figure 4.(, Yearly Expellditure un Silo ••.
'1:]>10000 !1'l80Dt_1(1()<:JOI
i
i
The above t~blc and (h~ charl show that mm,imum nUll1ber of rClponJcnts (35.29%) have
an annual cxp~lldilure on shoes orlhe;r family betl'ccn 4000 to (,000 Tk
1"lbl. 4.7: Number of rair Con,nmplion & IC'PCllditurc on ShIH" Cro", Tahulation
No ,,' E~I'cliditurcOnShoes
pair "f Tk. 1'1(. 2001- Tk. 4001- '" 600[- Tk 8001- Above Totalshoes <-2000 4000 6000 SOOO 10000 100000-5 07 06 04 01 00 00 186-10 12 l23 \&*~'+'!.,~~:'25_~~\W;P:M!,i>::""r~ 02 00 74~0"-'~_".md.', !S;~<~-< _,0. " ,r.«,~ '~~1!,M,II IS 01 lO9~fr01V,' ~miLW$V"" '09)H;~!,,~01 01 38i": i"' :".~;;J'';M';,.,i:''''(o,j~ l",,;;'~~iN~,,',.Above
Oil 110 De 03 III 00 "'15Total '" " 48 " "' 01 130
- 43 -
The research found lhat 67.65 pereellt,Lgcs(92 oul of l3G)of the respondent, con,ume
Within 10 pui" of shoc, for thell' I;""il)'. On thc olhe,- hand 80.88% (1IIou\ of 13G)
malnlain their c>'p"lldllure on lamII)' ,hocs wlthi" 1()OI-8000 lk pCI'year. I" thc ubovc
table maximum 69.85% (95 Ollt or u(,) I'e'pOndetllS fall in the ,haded area thm is the
expend;lure lim;t hetween 'i k 2()()0108000 and th~ ~onsLLmptionlimit between G-15pail',
of .,hocs per ycar.
4.3. PARENTS PRJ<:FElUcNCESON CHILDREN SHOES
Question7. What is tile 1lI0~1imllOrtant tiling you ennsider when bUJing Jour
ellildrell shoes? (ClllJose allY Ihree aeco~ding to tlLeir imporlanee & give ~ank 1,2,3)
III lhis qllestion lhe p~renls were givcn R(eight) oplions. Among thesc oplion they were
10choo,e best 3 option which lhey considered 10be Ihe mO,1imporlunt fa~tor 10buy lheir
children shoes and lhey ranked it 1.2,3 ,,~eoldillg [0 their relative imp<:H1allce.Parellts
ha,e many th;llg:' to consider. For somc of lhcm PrJCC i, lhe m""t importanl
consideralion. while for others. localion mny be the mO,1 j"'portanl co~,idemlio~,
Analyses of the responscs arc gLvenbelow:
Location SIJle Priee Dn~llbilit}. Color Softness Fillings Brand
Valid '" 120 '" 120 '" '" '" '"Mi.~.ing 0 0 0 0 0 0 0 0
Thc above lublc shocs lhc SPSS gcnerated ,lati,t;c$ On pacClll'.1 lllo,t important
eonsideralion. The foilo",illg tables sllow the diflc.'Clll fJtlks achieved on the given eight
iJl\port~ntconsiderations,
- 44 •
Table 4.9: 1t,,,,1<Achieved"" "L"cali"" "r lhe Shop"
Location of ShOll Frequency Percentages Cumulative I'ereentages
Null 129 90.~5 90.85, 08 05,63 96.48, 03 02,11 98.59
J 02 01.41 100.00
ToM '" 100.00
Location of stores or shops ,corcd 5.63% as fil"st ronking, 2.11 pcrcentages of
rcspondcnl~ considcr it a, lhe second most impOrlan( thing "hile buying lheir children
shoes On the other hand 90,85 pcrccntage, of lhe JespOlldcn(s don't eunoidcr il a, an
important consideration wlliie buying lheir children ~hoes. This clearly indicate, thut,
shoe StOICSarc convcnicnlly located 1CltIJeirhouse.
Table 4.10: Rank Achie,'edon "SI}'lein Shoes"
Slyle in SlLoes Fre'lnency Percentage. CUllmlativc Percentages
Null 7J 51.41 51.41, 30 21.13 72.54, " 10.56 83.10
J 24 16.~O 100.00
Total '" 100.00
21.13 percentages of the respondents consider slyle nr~t while buying their children
shoes, 10.56 percentage, or'lhe respnndents consider il a, lhe second most Lmportant
consideration, 16.90 pcrccnlage, of (he respondent, con,ider it as lhe lhird most
important consideration whLlebuying their childrcn shoes. On Ihe other hatld ncar about
more than half (51.41%) of the respondents don't consider it as an important
consideralion.
- 45 •
T~ble 4.11: na" k Aehie,'edou "l'ricc or Shoes"
Price of Shoes Frequency l'crccllt~l:eS Cumulative Perccntages
Null " 52.82 52.82, 26 18.31 71.13
2 26 18.31 89.44
3 15 10.56 100.00
Total 142 100.00
18.31 pcreelll"llcS of the ,espondents conSider price lirs! while buying their children
,hoes. Sameamount of the respondenls consider it as lhe second most important
eonsideralion while buying lhc childrell shoe$. 10.36 percentages of the respondent;
consider il as the lhird InO;1;mporlant con,ideralion. Oll the Nhe" hand more lhan half
(52.82%) of the respondents .101\'1 eon~ider il a, an importilnt G"n,ideration.
'1ahle 4.12: Rilnl,Achievedon "Dunlbilitf'
Durabi.it), Frequency Pen;entages Climulative l'ercentages
Null 78 54.93 54.93
1 24 16.90 71.83
2 2. 19.n 91.55
3 12 08.45 100,00
Total 142 100.00
16,<)0percenlages "f (he respondent, consider durabi li(y lir,( wbile buying Iheir cilildren
shoes, I<).n per<;enlages of (he rc'pondent, consider i( a, the M:cond mosl important
consideration, 8.45 percenlages orthe rcsponden(s consider it as the third mosl important
cOllsidcmtion, On tile other hand morc than hall' (54,93%) of the respondents don'!
consider it as an important eOll.,ideralion,
.46 -
Table 4.13: 11,101,Acbie"ed Oil"Variet}' ill Color"
Variety ill O:>lor Freqncncy 1'ereelltages ClIlllulativc Percent'lge,
Null 119 83.XO 83.80, OS. 03.52 87,32, 10 07,04 94,36, "" 05,64 100.00
Tntal '" 100.00
3,52 perccntage~ of the re~polld"nt> comider vanet)' in color fir:sl while buying tl1eir
children siloes, 7,04 pereenlage, of the respondenis consider il as the second most
imporlanl eomidcmtion. 5,64 percentages of the rcspondents eomider It as the third most
importanl consideration w!lile huying their children ,hocs. On the other !land 83,80
percenlages of the respondents don't consider it as an importanl consideration, So the
conclusion can be drawn that the parents do'nl consider color as an important factor to
Cl1'H"" children ,hoes.
Table 4, 14: nani< Achie,'cd 011"Softne,", ill Shoes"
Softness in Shoes Fre,!uelle)' Percentages Cumulative )'ereelltagcs
Nun 65 45,77 45,77, 23 16,20 6i 97
2 28 t9,72 &1.69, 26 28.30 lOO,OO
Total no 100.00
I(,.20 percenlages of the I'espondents consider softness tim wh ilc buying their chi tdrcn
shoes. 19.72 percentage, of the respondents consider It as the second most important
consideration, nJO percentages of the I'espondents consider it as the third most
important consideration "hilc huying their. On the other hand 45.77 percentages ufthe
I'e'pondent, don 'I consider it as an importunt consideration.
- 47-
T"ble 4.15: R""k Ael,ie,ed Oil"1'iUing. of Shoes"
Fitting. of Shoes Fre'luen,,)' Pereen!age", Cumulative Percentage.
Null " 57.04 57.04
I 12 08.45 65.49
2 17 11,97 77.46
3 }l 22,54 100,00
Total 120 100.00
8.45 percentage, of the rcspondenls consider tittings or size f",l while hltying their
children shoes. 11.97 percentages of the resllOndent, con,ider il a, the rn",l important
second consideration. 22.54 percenlage, or the rc'poodent, eon,ider it as the third most
importanl consideratiol1.
Table 4. t6: ltan!. AchiC\'e,1n" "Bn,ud"
Braud of Simes Frequency Percentages Cumulalive Pcreenla~es
Nnll ')() 63.38 63.3R
1 14 ~.86 73.24
2 15 10.56 83.80
3 23 16.20 100.00
TOl,,1 120 100.00
9.86 percentages of lhe respondent, eon;ider brand flr.,l while buying their children
shoes. 10.56 percenlages of the respondent, consider il as tile second mo,l important
eonsideralion. 16,20 perccnlages of the respondents con,ider il as the third Illost
important consideration. On the mher hand 63.38 percentages of the respondenls don'l
eon,ider it n~an importanl consideration.
- <18 -
Table 4.17: 01". Frequency or 1" Itanking Onl'atenl', I\-1o.tImportant Con'ideratioll
l'atamelers to COllsider Obscned Jire(IIICIICY % of R"'JlOlidenlsLOc<Ltiunof Shop D. 05.63Slyle in Shoes 30 21.13Price in SlIoes 2<, 18.31Durability " 16,90Colnt in SlIoes 05 03,52Sofln~",s ill Shoes 'J 16.20~'iUings Or Sj~.cof SILoes 12 08.45Htand of Shoes 14 09.86Total Number of Respoudents 142 100%
The above table shows lin; ,umm"ry of the observeu frequency on first ranking on
parent's most important eOl1,iucration. A graphical p'c,entation is shown below, The
IIgLLreshows [h"l 2 1,13 pereelllage; of the I'e'pondents who are the major pol'tion of the
respondents consider style lir;t while hllying their children shoes. Then come the price of
shoes. About 18.31 percentages of the respondent, consider it a, the most important
consideration wh ilc buying their chi Idrell shoes.
SlYLE COLOH SOFTNESS FnTNGS
~'igllrc 4.7: Fir,t Railkmg on Parem', 1\-1,,,tItIIl'Orta'lt Con,idel'alion
- 49-
4.4 PRODUCT ATTl{IBUTE:~ AI\D MARKI':T1NG MIX
Those who prefer differellt brand 101' Iheir I;mlily ,iloe, were nsl,.cu a oel of quesl;ons.
Rcsponses werC laken in live-point Likcrt Scale, Howner lhe weighl "fthe scale wa, not
t"ld 10 thc re'pondents, Tin; weight 011the five points I,ikert Scale ;, gi~ell below. Oul of
142 respondcnt;. 54 respondcnts opled lor Ll~ln slio~5 in three or more ealegory. A; we
mentioned eml;cr we eall thc.'c respOlldenb HB 13ATA ,hOCBpurehnscr. Under the brand
'BAT A' lhe 13/\T/\ .,hoe pllrchm,cr., were asked a set of que,l;on5 to give Iheir feeling of
agrcement or di,ugreement 011ca~h queslion w;lh respeCllo their chosen brand (BATA)
for lhc;r famity shoes. Analy,e, of lhc respon.,es arc given below.
Table 4.18: Weight orlhe Five Point Li~e.t Scale
Strongly Disagree I
Disagree 2
Neutral 3
Agree ,StrOllgly Agree 5
4.4.1. Bata Calegory' Shoes
Th",e who mostly buy Bula shoes (1lIlhe 'lue,tion 110 I who opted for !lATA ,hoe5 in
three Or more categOries) lor their families were a,kcd how they feci On ccrta;n marketing
mix (4 P'~) of their chosen brand,. I"he responses were laken in five-point Likert Scale.
Anaiy,is of lhe response, i, given below undcr ,cparale statemenlS for Bala shQes.
Rc!>carcher also tried to eorrelatc those Yal'iablcs; here it i., 41"5 ""til overall sali,ra~l;on
on Bula shoes. lIere tile number "I"cspondeills is S4 {3R%} out of 142 respondent5, That
meJns tl1Jl 38% p~recnlagc., oftbe l'espOndenl' mostly buy l3ala ;l1oc, lor lhe;r family.
- 50 -
4.4.1.1 Bata Has a Lol ofVariely ill Category of Shoes
T"blc 4.19 Observed Frc'lueney Oil"Lol of YukI}' ill Baln ill dilTerent Cnlegory Sllnc,"
De~rce of Agreemcnt Frc')uency Pcn.entages Cumulative %
Strongly Oisngree or I)isngrcc 09 16.6% 16.60
Neotral 13 24.1% 40.70
Agree or Strongly Agree 32 59,3% 100.00
Total Nnlll ber of Resl'ondenl~ 54 100.OO'Y.
VARIETY 'N OIFF CATffiORY 01' SHOES '>I ""TA
'",''''0"0'"''
Figur<:4.~Opinion upon varlet}'
59.30 percentages 01"thc rC5pondelilSarc agreed lhat "B"ta lias a Lot of Yaricly iu
diffcrcnt Category Shocs". 24. I0 percentages of tile l'csrolldenls are neither agreed nor
disagreed (neutral) Wilh lhe nh()vc stalcmCll,
4.4.1 2. Bala Shoes are high Priced
Table 4.20: Observed Frequency On "Bata Shoes are High Priced"
Oegrec of AgrcemclIl Frcqucncy I'cl"ccntagcs Cnmulative %
A~ree or Strongly Agrcc 21 38.90 38.90
Neutral 20 37,00 75.90
Disagree or Strongly Disa~l"cc I] 24,10 91.00
Total Number of Respondenl, 5' 100.00
- 51 -
RESPONSES ON TI£ COMMENT "MTA SHOES ARE HIGH PfIlCW'
"PRCENTAGEOFTI£ 20
RESPOt.llENTS
AGREE OR5TRON3lY AGRI:E
OISAGREEOR,~,OI5I\GREE
Figure 4.9: Observed Frequency on "Bata Shoes are High Priced"
38.90 percentage, nf the rt"nondellt< an' agreed th'll "Bal" Shoe, 'lr~ Iligh Priced".
4.4.1.3 Bata Shoes arc Comi'orlahlc
Degree or Agreement Fr"'luellcy Perecnt3ge. Cumulativc %
Ncutral "" 11.11 lLlI
Agree or Strougly Agree 48 88.89 100.00
DiS3grcc or Strongly disagree 00 00,00 100.00
Total Num hel' "r RespOlldClll~ " 100.00
Ile;PONSe; ON THE COMMENT" BATA SHoe; ARE COMFORTABLE"
•i_AGRITORSTRONGlY AGRf'E'
:[J NEliTWIL
I il OISAGReEOR $TRONGLYC1SAGRF.F.
Figure: 4.10 Opinion un !lata Shoes <IreCnmfort;lble
88.89 percentage, or tho responde,,!., ~greed that "nata Shoe, arc Comfortable".
4.4.1.4. Data Has Better Promotion Compare to Other Brands
Table 4.22: Ohs. Freq ueney On"Bata lIas Ileller Promntion CO"'llarc to Otber Ilratlds"
Degree of Agreement Frequency Percentages Cumulative %
Strougly Dj,agree or Dj~:lgn", 23 42,6 42.6
Strou~ly Agree or Agree to 35.2 77.8
Neutral 12 22.2 100.00
Total Number ofRespondellts " HlO,OO
- 53 -
RESPO~ES ON " SATA tlAS A BETTER PROMOTION COMPARED TO ornER BRANDOFSI-lOES"
"," AGREE m STRONG, Y AGREE NBJmAL
Figure 4.11 Opinion on prnm~tio",,1 "divitie, of IlA fA
42.6 percentages of tile r~'pondellts nr~ disagrc~d tnut "Ilata HH~ lIeUer PwmotiOIl
Compare tu Other Brand~", 22.2 p~rcel1tages snow; neulral \Vilh the above statement.
4.4.1.5. Bata Store Atmosphere & DecoratIOn are Appealing
Table 4.23: Ob,cI"\'c<I he. OR"Ilata Store Atmo<pllcrc & l)emratiOR <Ire Appenling"
Degree of Agreement Fro,tuency I'crccntages CUmulative %
Agree ur Stnml!:ly Agree J' 72.20 72.20
Ncutral 12 22,20 94.40
Disagrce or Strungl}' Dj~a~n.., OJ 05.GO 100.00
Tulal Num bcr of Respondents 5' 100.00
- 54-
~... ', .•
THE RE5l'OfClEHTS
•••
l'i!:ure 4.12 Opln!on nn ~tore 8lmo~phel"t' or !lATA
72.20 pcn:enlage~ of lite n:spondenls an: agreed thaI ~nMIl Sh,re Atmo~I,herr ~nd
Ottumllon are AI'IIr:JH0l:~.5.60 pcn:eotnges of lhe respondenls an: 001agrel'd "ilh llle:
aoo\'e stalemenl.
4.4.1.6. Bata Has n Good Selection of Shoes
T~ltle4.14: O~e"ro Frrqu~ocy uo ~1I.to II•• a Good &letlkJn ofSho<s~• •
r..".d of Agreement or I)lsal:reemenl Frequeoe)" I'ereental:n Cumul.ll\"\' ~.
A!:rft or Strongl)' Acree 30 55.60 55.60
Neutral " 25.'}0 81.50
DiUlltee Or Strongl)' Ilisagr"" 10 18.50 [00,00
TOlal Number or Rr'!\poOlknls " 100.00
.55 -
IePONSES ON "A GOOD SELECTION OF SflOES IS PRESINT FOR ALL"
[]AGREE OR STRONGLY AGREE
.NEUTRAL
ODISAGREE OR STRONGLYDISAGREE
Figure 4.13 Opinion "" vHiety of shoes in BATA
55.60 perccn/agcs of the re~rOlldelll, arc ngrccd that "Ibla Ibs a Good Selcction of
Sho",,". 18.50 percentages of lhe re,pondenls are disagreed wilh the above stalement. On
the olher hand 25.90 percentages 01" lhe re~p(}ndellt, me ncither agreed nor disagrccd
(nelllral) with the :.latements.
4.4.1.7. Bata Shoe Display is Attractive
T~ble 4.25: Observed ~'req"eneyon "Bata Shoe I)isplay is AUr~dive"
Degrce of Agrccmenl FrOllllcnc}' I'crcent~gcs Cumulalive %
Agree or Slronglyagree 43 7'-1.63 79.63
Nelltrlll 05 09.26 88.89
Disagrec or strllngl)' Disagree 00 I 1.1 I 100.00
Total Number of Respondcnt, 54 100.00
- 56-
RESPONSES ON "SHOES DISPLAYIS ATTRACTIVE"
"",""0• "0"" """" "•" ""0,"",
'O"EEO' smC«GL' .OAF> DI5AG'lEEOil """"Ol YDIS'GR"
Figure 4.14 Opinion On disJll3}' of shoes iu BAT A
79.63 percentages ofthc rc'pOlldellts are agreed lhat "ll<lta ~hnc Dis]li>l}' is Attr3ctivc~.
4.4.1.8 Summary on Bata Chtldren Category Shoes
45% "flhe respondenlS tii,agree or are neutral on lhe point that Bala ha, a good selection
of ,hoes for all. 76% of lhe respondent; agrec or ,elnain neutral lhal Hata iihcx:s are high
priced. H9% agree thal Rata shocs are comrorlable, 65% tio not agree or show.1 nculrality
lhat Rata has a bCllcr promolion comparcd to other brands. 72% agree that Bata slore
almosphere and decoralioll are appealing.
- 57-
CHAPTER- 5
RESPONDENTS I'ROFILE AND Bf.:HAVIOUR
5.1. RESPONIlENTS PROFILII,
The following qucstiolls wcrc mk~J ullder tlie obj~ctivc, "1~e~JlOlldentsI'rome", Through
these questions rc,earcher tried (0 find out the dcmographic profiles of (he respondcnts.Analysis of (he responses is given below:
Q 8: Your Prima,).' Occupation
Table S.( Observed Fr.quency of Respondenh Occupation
Type of Occnpation Obs. !'rcqucucy Pcrc.ntages Cumulative %Studcnt 40 34.50 34.50
H!luse work 09 06.35 40.85
Businc.~spersons 26 18.30 59.15
Govt.Organlzatiou 35 24.65 83,80
Prlvate Organizatiull 18 [2.68 96.48
Others 05 03.52 100.00
Total Nun.ber of Respondents 142 100.00%
The researcher found that 34.50 percemages of the rc'p()nJ~I1l; are students, 24.65% WCreof
g(wt Olgal1i7ation.On thc othcr hand 12.68 percentages of thcm me doing jobs ill different
privatc organization. The fullowing figure shows (he Ilumher of observed frequcncy of
()ccupa(i,lTIof the respondents,
- 58-
OCCUPATIO>lOF""S RES_OENlS
"oo ro,""ro"o" "o,"', "
Fil!:ure 5.1 Oeu]laliun of the rCS]lundeuts
Q 9: Just approximately, which income catcgory best describe your t"tal montbly
household income?
Tahle 5.2: Ohserved frcquellC}'011Ite'pundcnts Iiousehol<lMonlhly Income l,eve!
Housebold Munthly Income Level Frcquency Pcreentages Cumulative %
Uptu TK 5000 12 08.45 08.45
Taka SOOI-Taka 10000 29 20.42 28.87
Taka 1000l-Taka 15000 30 21.13 50,00
Taka 15001-Taka 20000 35 24,65 74.65
Taka 20001 Taka 25000 24 16.90 91.55
Above Taka 25000 12 08.45 100.00
Total Numhcr of Respondents142 100.00
•
RESPONOENTS INCOME PROFI.E
"
"•o --Figurc 5.l: Obwn't'd Frcqucnc)' on PlIrrnl'l llou.rhold Monthly 1ntumc Lrnl
The survcy explores th31most of the respondents (66%) falls between the incomelcvcl5000 10 20000 lk pcr month.
Q 10: Your AJ:cGroup
Tobl. 5.J, Ob.c •• rd FlTqurnO)OnR"'pondcnt. AgcGroup
AJ:cGroup Fr.qucn")' Pc..,cntnJ:C'5 Cumulnth'c "I.
nclnw20Yc:lrs 10 07.04 07.04. •2(}..J5\'c:lrs 14 52.11 59.15
J6-45 Ycnrs " 28.17 87.32
46-55 Y.nrs " 11.27 98.59
AI"",c 55 YUl'1l 02 01.4 J 100.00Totnl Nun,h.r or RnJMIodcnt. 142. 100.0
.60.
AGE PROALE OF THE REsPONDENTS
eo
m
00
0 00z•,'"~z 00•
'"'"0
Below ;>() 20-35 38-4,
'""0-55 Above55
Q: Gender
Figu..., 5.3: Obscrvcd hcqucncy nf AgeGroup of tho Rcs[Klndents
.hble 5.4: Ob,ened F'"equenq on Gender of the Re.pondenL'
Gender Frequency Percentagc", Cnlllulative %
Male "' 7M.87 78.87
Female 4' 21.13 100.00
Total 142 100.00
,.MALE
181FEMALE
li"igurc5.4: Ob•••.'cd Fl-equcJlcyofGcnder
- 61 -
S.2 INCOMF: ANll]lUyr.n's SI'I:Nlilr;G DEllA "lOUR FOIt A PAIR ()F SHOE..••
QUF-'>'110N NO II. lIow much mom')' nornmll)' )'OU 511<'nd10 bu)' a plliT or5h~~
T~hk SOSMon")- 'prnllo hu)' ~ p31r uf,hl><'S
SPF.N[)IN{; OTtUm. TllAN lIATA (lATA l'lJIIClIASI':H.l,l,\lIT FrcoqUC'n<:yP"r<:mtaltC' Cmnul~.~j: FreqUCllCy PrrccnlaltC' CUnlUlali•."
Pcr<:rnla " I'cn:cnl;w:Tk IOO-SOO " 12.$ 12.$ 09 16.7 16.7
Tk 500-1000 31 36.4 48.9 " $1.9 68.6
Tk 1000.2000 37 42.0 90.9 16 29.6 98.2
Aho"e2000 08 09.1 100.00 01 01.8 100.00
Tolul 8S 100M " 100.00
HOW MUCH YOUWANT TO SPI:!NOTO BUYA PAIR OF SHOl:lS?(COMPARISON BE:TWI:l:lN!lATA" OTHER SHOE PURCHASERS)----
1"-1__
•1--.- t>< , •••.•••
~~'l:ure5.5Mon.)' >""nllo hi')' nI'~lrof.hllt:'
.62 -
T. __
•
.
From the previous table and charl it is obvi()u, that those who want., to buy" ,hoe thal is lesse~pensive always go to I3ATA. So I3ATA has a large market share amol1g the cheapercustomers,
Table 5.6: lIo~seho[d Income & 8oyer,Se'pecled e'pcllditorc on a pair or shoc ern,.-Tab~laljoll
EKpected IncomeTotalspending Upto Tk.5001_
" 10001. " 15001. Tk. 20001_ Above Tk.on a pair 0115000 20000 25000 25000_'00 TK 5000 10000
Tk 100 -500 " " " " " "" '"Tk.500- •• ID " ••"' "' '"1000
Tk.1000-iliI ail III lID"' '" "2000
Tk. AbClve ", " " "' "' " ••2000
Total " " 30 " " " '"rhe above cross table ,hows that ma~ill]um 98 ,-e~pOl1deIllSfall ill the income level TK 5000to 25000 and all average expenditure on a p~irof,hoe from TK 500 to Tk 2000.
5.3. OVERALL SATISFACTION
Q 11: What is }'our O.'crall Satisf"dion Level on your Chosen Brand?
Thi, question was a,ked to the rc,pol1dent to know their overall ",Ii,faction level. The
responses Were taken in fivc-point Likcll Scale, rhe observed frequency of the overalls~tisfaetion ofparenb i, givel1below,
5.3.1. Overnll Satisfaction Level on Choseo Ilrallds
- 63 -
Table 5.7: Ob'",",'ed Frequency UII Ovemll Sati,f"etiu" On Chosen Brand,
Le\'d nf OVERALL RATA rURCIIASF.I{Satisfaction Flequcncy Percelltage Cumulative l""Cqucncy Perccntagc Cumulalive
Pcrcenl"ge PercentagcVery 00 00,0 0,00 00 00.0 00.0DissatisfiedDissatisfied 01 00,7 00.7 01 01.9 01.9Neither 29 20.4 21.1 15 27,8 29.7Satisfied nurDissatidiedSatisfied 73 54.9 76.0 28 51.8 Ml.5V." 34 24.0 100.0 10 18.5 100.0SatisfiedTotal 142 100.0 54 100.0
SATISFACTION LBJElIN CASE OF BATA '" OIIERALL BtNERS
,,,n,,,,,, ••n,,>to "''''A'''"''' ''',-,''',"ID ,~""n."",o,""'~"'
1
1lI0IIERALLI.BATA
Figure 5.7: Ob,e,",'.d Freque119' on a,'erall Salisfaction on Ch",en Brands
Research found llial 78,9 Percentages of tile rC')1undellts me salisfie<.1witb lb.ir chosen
brands in e~se of overall wberc,", 70.3% percentage, are ,ali,lied ill case of BAT A buyers.
- 64-
CHAPTER 6
STATISTICAL ANALYSIS
6.1. TEST OF HVI'OTlmSIS ON CUSTOMER CHOICI~ ~<;,I'ROJ)UCT ATTRlUlrmS
Hypothesis One
Null Hypothesi. Ho; More than 60pcrcenlages of the parent buy~ Bata shoes most for lheir
children,
Alternative Hypothesis H,: Le~s than fiOperc~ntage5 orthe parent buys Data shoes most for their
children,
Slutisticul Technique Used: A onc,tail (lcf\-laileJ) Z Tcsl is used to test (he hypothcsis, In this
casc the proportion mcthod i~ lIsed, With 95% confidence level. a onc"(aii Z test was done (0 test
(he hypotheses,
Significance level, a = 0,05
Sample size N = 142
Obseryed Z "h,,,,,,1 =-0.8926
Critical Z 'rI'ic,1 at 95% confidence interval = _1.04
Accepted RcgOOh
I'
0.4501 Ama n 50 of Area
-I
Z"",,,,," .1.64 Z,o",.", =.0.8925
1"igurc 6.1; Observed & Critical Z V"luc ,,15.00';'. Significance u,vcl for C"o~cn Bralld
Since observed Z oh,<",dVJluc (-0 R92(,) is w)lhin accepted region. the hypothesis is accepted and
alternative hypolhe~is is rcjcded. This mcuns that al 95% confiJence level. (he research
concludes thai more lllUll 60 percentages ofthe parent buys mostly Data shoes for their children.
Hypothesis Two
HypotlLesisH,,: More than 50 percentages of the respondents arc Ji~agreed thai Bat~ has beller
promOlion compare to other brands.
Altcrnali,'c H)"p{ltltcsisH,: Lc~s thall 50 pcrccnt;lgc~ of the rC~]Jolldcntsarc disJgrccd thai Hala
Ims hcllcr promotion COl11p,lrCto otiler hr;llld~,
Stalistical Technique U.c,l: A one-lail (left-tailed) 7. Tes! is used 10 lesl [he hypothesis. In this
case the proportion method i~",cd. At <)5%cOllfidence level. a ollc-tai! Z te,1 was done 10 [cst
the hypothese~,
Significance kveJ. u = 0.05
Sample $i~,cN = 54 (54 rcsponJents buy BATA shoe, LII3 01 more eale[;ory ~o we have Irealed
Ihcm as HATA sboe purchaser,.
Observed 7.~~""«J~ -1.91
Critic!1 Z orlt,,,1 at 95% conlidence intcrv~l = _1.64
Accepted Region
ZOO""," = _1.91
I'
()AS of Area
Z ""'0" = - 1.64
O.5() of Area
Figure 6.2: Oh.'ervetl & Critk~1 Z Vatue "t S'Y.,SI, for "lInta Ibs Better Promotion~
Since obscrved Z ""'''''" valuc (-191) is not withill acceptcd region, the null hypothesis IS
rej~cted and uHernative hypothesis is accepted. This means that al 95% confidcnce level, the
research coocludes that le~s than 50 perccntuge~ of the r~~pondcl\l~ me disagreed that Bala has
better prornolJon COlJlpar~lo other brands.
Hypothesis Three
The following hypolhesis ha~ be~n chos~1l lo ~ec the rc~wn to cliou~~ BATA shues.
HYflothesis II,: More thull 60% or [h~ BATA sho~ pUfchascr~ ~hoosc !lATA shocs for its
durability ..
Altern~tive Hypothesis H,: Less than 60% ofthc BATA shoc rur~hascrs choose BA l"Ashoes for
its durability ....
Stati.,tical Techllique IIsed: A onc-tail (left-tailed) 1. T~~t is lIs~d to lest thc hypolhesis. III this
ease lhe proportion method is uscd. Al 95% confidence level, a onc-lail Z test wa~ don~ 10 test
lhe hypothcscs. Level of"slgnilicancc=O.5
I'rom tllc survey we got thc lollowing daln
BRAND OF TOTAL REASON TO CHOOSl, % OF TilESHORS RI':SPONI)ENl'S RATA IS DURABILITY TOTALBata 54 28 52
- 67 -
S~mplc "i~GN = 54 (54 rcsp0n<lenls buy BATA shoGSill 3 or '''ore category so we have treatedthem a~ RATA shoe purchaser,
Ob>;ervedZ "h"'""d~ -1,17
Critical % ",Lo,."al 95% ~unrtd~ncc inlerval = - 1,64
ZOb","",""= -1.17
Accepted Region
Z ,,'",,' " -1.64
0.45 of Area 0.50 of Arca
-I
Fig"re 6.3: Ob<erwd & Crili<al Z Value nt 5% SL for "I{<asoll 10<hllllse i~Durability"
Since obscrvcd Z "i>,,,,,,J valuc (-1,17) is within accepted lcgion, (he null hypothesis is accepted
nnd allemative hypolhesis is rejected, This means lhal nt 95% conJidenec level, the research
concludes that more [han 60 pcrcenlages Qt' [he BATA shoe purchasers choOSGBATA shoes [or
its durability. Or in othel' word the Ill~in ren.'.Olllor choosing BATA shoe is for ils exceplional
durability ..
6.2. TEST OF IIYI'OTHESIS ON CUSTOMER SATISFACTION LEVEL
Hypothesis Four
The j()l1owing hypothesis has becn choscn JS pel' standard slalisticnl prJctic~.
lIypolhesis Ho: Thcl'e is no si~JlilicaL11 diffelence JI1 sat;~laction levels for LlATA Shoe
purchaser~ and olher purchascl'S.
Allernati.'e Hypothesis II, rherc i~ a ,ignificanl difference in ~'llisfaction level betweenBATA Shoe purchaser>;and other purchasers,
Level ofSignificunee a = 0 5
The following ,bla was takell Ii-omthe surveying:
Brand "fShoes Total rcspondenls Satisfied cust"mcrs Perccntage (%)
BATA 54 38 70Other than BATA 88 74 84
2.,;,1", •• 1.64.
1'''''"1'''" = 2.38 > 1.64
Since the calculated Z value is grater than critical Z value (2.38>1.64). So the null
hypothesis is rejected and the alternative hypothesis is accepted. That means there is
significant JifJerenee in customer satisfaction level.
Accepled Region
Z 0",'''''" eo - 2.38 Z ""',,, = -1.64
Figllrc 6.4: OIJ,cncd & Crilical Z V"I"c al 5% SL f"r "Varia Ii"" in Satisfaclion Level"
6.3 TEST Of' HYPOTHESIS ON INCOME AS VAlUABLE OF SEGMENTATION
Hypothesis 5 :The following hypoth~sis Jw~been chosen ns per stulldnrd ~(atistical
practice.
H~'po(h""is H,,: ln~ome is not a ~;gm(jC~lltvariahle of scgmcntat;on of the markct.
Allernative Hypothesis HI; Incomc i~a ~ignifiealll variable of segmentation of the market.
The following data was collected in the ,<,urvc}ing:
Income Level HATA Other than llA TA Perccntage of BATA
A(under Tk. 5000) 25 35 0.416
ll(Tk 500ll to 1000.) 63 77 0.45
C (Tk 10000 to 15000). 75 75 0.5]) (Tk.15000 to 20000) 72 98 0.423
E (Tk 20000 to 251100) 55 G2 0.47
F (Tk.Above 25000 ) 24 35 0.407
95% contidencc level, a = 0,05 , %: ""k,l = 1,64,
ZI1",knl,,"'= 0.4R54 < 1.64
72)"".1",,= 0,708 < 1,64
ZJ4"k"I""d= 1.0954 < 1.64
7 <,' "1,,,1,,'«1~ 0.669 < 1.64
Z ,,(, "1,,,1"«1= ~ 0.899 < 1.64
- 70-
So io every case Z eakulated is Ic~, than Z C['itical value. So the null hypothesis is
accepted and the critical hypothe~jo i~ rejected So the conclusion can be drawn that income
does not play the significant role in mmkcl ,egmclllatlOn .
6.4. COMPARISONON PRIC~: LEVEL
The following information was derived fj-omlhc survey '-jllestionnairc:
Category of shoes Total No. of respondents Al:ree Pereental:e of theresnond"nh that the ,ho" is hiI'll n~ieed respondents
BATA 54 41 75.9
Other than BATA go 58 65.9
Hypothesis ,ix
The following hypo(he~l~ ha~ been chosen <IS per sl,Uldard statistical pwctice.
NuHHypnthesis 110: People docs not fEel that the tiArA Shoes are high priced with respecl toother sh()es_
Alteruative Hypothe<i< H,; People fedtllal the BAJA Shoes are high priced with re~pect to
olher ~hoes.
level, u = 0,05, Z ",[;,,'= 1.64,
Z',2"'""",,,,~ 1.298 < 1,64
Since the calculated Z value is Jess than the tuhle value (1,64). So the null hypolhesis is
accepted and the alternative hypothesi, i" rejected. So the people docs not feel that BATA Shoe
i, high priced with respeel (0 other Shoe"
- 71 -
6.S. RESPONSES IN THE MARKET AFTER ADDING NEW ATTRIBUTES
SANOAK is II rcnowned band 01 DA'IA Rubbcr Shoes, This Shoes are well kno\VJl to
very customers for low priced rough usc ,l,ocs. Reccntly llA TA obscrved the fall of selling of
this type of shoes. Now aftcr dilTercnt I'c~eal'ch RATA concentratcs on incrcasing its ql~11ilyas
well as appeal to thc cllstomer. and II was done by changing ~ litllc bit by adding thc following 4
features:
i) Extra Soft
ii) Dlo"n Technology (to make illig1Jt)
iii) Extra Finishing
iv) Changing Colour.
The researcher hus pertiJrmed the following statislical ana[y~is as to whether this
technique broughl a positive change in thc customcr Icvel about thc SANDAK Shoes. The
researcher observed following 7 groops of respondents.
Group Number of No. of No. of I" 2"respondents respondents
(dld'Re"poodents that eho,e that choose
SANDAl( SANDAl(six month., now.
~oBTTB_I 20 15 18 ~J 9
BTlB-2 20 18 16 2 ,BTTB-3 20
"13 1 1
BIAM-I 20 13 17 ~4 16BIAM-2 20 9 11 ~2 4
UODA-t 20 13 12 1 1N-6 Ed--G Ld' - 35
Let us lUke the null hypolhesis th~t the new technology ("ken by ilATA ~hout the SANDAK
Shoes h~s not contnbuted a positive changc in thc cuslomers mind.
-72-
v ~6- I ~ 5, For V ~ 5 al 51% level 01 "I;nificance lon' ~ 2.571
ealculaled t = -1.017
Since the computed vahle or l is le~s lhan lhe T~ble value. So lhe null hypnthesis is
accepted, Hencc thc adoption of ncw l~chnology hJS nol conlributed a posilive change in thc
number of customer.
6.6. QUALITY FUNCTION DEPLOYMENT (QFD)
Quailly I'unction Deploymcnt or "QrD"'is a t1cxihle ami comprehensivc group decision making
lcehni~ue uscd in product 01'serviee d~velopmenl, brand nmrkeling and pl'Odll~tlllanagcmenl.
QFD can sll'Ongly help an organi~.alion foclI."On the critical dmraclcristics of a new or exi~lillg
producl or sCl'viee from lhe scparale viewpoint~ of the customcr market scgmenl~, company, or
technology developmcnl nceds. The resuh, orthe lechnique }ield tran,parenl and visIble gr<lphs
<Indmatrices thai can bc rcused I,)r l'utul'e prOdUel/8ervicc dcvelopments.
6.6.1 History
QFD was originally developed by Dr~, Yoji Akao and Shigeru Mizuno in lhe car!y 1960,~. The
llousc of Qualily did llot appcar unlil 1')72 in the de~ign of an oil lanker hy Mitsubi~hi Heavy
Industries, As Akao has reitcr~tcd many lil11~s.a Ho",c of Quality is nol QI'D, It IS JU~1an
example or onc tool. DIller tools cxtend the all~l}sis beyond quality to cos!. tcebnology,
reliability, Jilllction, pam ltl~nHlitctlife and service d~ploYlllcll!s.
6.6.2 About the QFIl Tcchnilluc
QFD lr<lnsfol'lnscuslomcr, Ileelb (V0('-Voice 01"elL,lolller,) inlo cnquiring charaeleristics (,llld
appropriate lcst melhods) of a producl or services, pnorill •.ing each product scrvice
charactcl'isties while ~imult,ll1eously sclling dcvelopmenl 1,lIgcts for producl or serVice
dcvelopment. QI'D is applicd in a wide vuricly of service, consuillcrs product, mililary nceds,
Thc tcchniquc is also ncctl to identify and doeumcnt compclitive markcting stralcgies anti
- 73 -
techniqucs. It is ~Iso implicaku in thc IICwISO 9000,2(lOll .,tandard whi~h fo~uscs on customers
satisfaction.
Acquiring market nceds by h,ting \'oi~e to thc customcrs (VOC). sorting the nceds and
numcrically prioritizing them (Using tc~hniqucs such as the JnJlyti~ hicrJrchy rro~css) are the
emly tasb in QI'D.
Since its early usc in the United Statcs, QFD mct with initial enthusiasm then plummeting
populanty when it was discovered thJt much tinle could hc w<lsled if poor group dccision
making techniqucs were employcd. Organi,atiOIlJI cullurelcorporalc cullure has an dl,,~t on thc
ability to change organi/-utl0nal human ]Jwcess Jnd on the sustainahility of the changes. In
pmlicuiur, in organi/-ution cxibiting slrong cultural n()rms Jnd rich set~ of tacit assumptions that
prcvcnt objective discussion of historical courses of aclions, QFD may be resisted duc to its
Jbility to cxpo~e tacit Jssumptinns and unspok~n rules. I! ha~ h~en suggcstctl that a learning
orgam,lation can morc easily overCOllle lllCSCi"ues dLICto the more transparenl nalUl'c of the
organizutional cult\ll'C and to the readincs, Ofllw membcrship to tl,~~USSre!cvnnt cuilur,l1noJ'llls.
Rcsult of QFD analysis have been upphed in Japan and elsewhcre into deploying the high impact
controllable factors in strategic planning and strategic munagclllellt This tcchniquc some what
resembles Managcment by Ohjective (MI30), hut adds a signilicant clcment in thc goal selling
pl'Ocess, called "catch ball". Usc of thi, le~hniques by IJS compunies such as Hewlett Packard
have been suecc~sful ill focusing an aligning company rc,;ources to follow stated strategic gonls
lhroughoul an orgJnizationnl hicrarcll}.
6.6.3 Product "Iannillg using QI"O in IJATA Ballllltlcsh Ltd.
Fig 6.5 shows the Product Planning diagram of BATA l!Jnglatlcsh Ltd u.,;ng QI'D. The diagram
is madc on tlic b<lsi, ofvi~ws bolb Irom tlw customcr, and m<lnagCl11cnl.From thc diagram it i,
clear that Research & Developmcnl gollhe highest seor.es(J4%). Tliat i~ the management should
focus On R&D m()re than any otber activilies 10 rctain ilS customers. In this diagrmn associatcd
- 74 -
'I
cost to pcrJorm any aClivity is not ,hown In facl the mnnngc1ll~l1tshoul<J priol'iyizc lhat activity
'Whichj, prolitable allhc _,mnetitnc ccollomicnlly viable.
- 75 -
ENTERPRISE PRODUcr DEVELOPMENT CAPABILmES
SYMBOL SCORE R&D MARKETING FACTORY~ OUTLET--;--;-r;- -;; •
0 Strong Relation (9) Q ~ ~ CO 1:' ~• Q ~ 3 $ i 3 ~ ~ :l'~ . . j: • ~.,. 0 ~ 0
='1. < •~ ~ • 0 ~
~ ! "g. < ••• •~! ~ • g. 0~ • !!~
~ ~ f •" Moderate Relation (3) Er .] ! 0 ~~ & ~0 ~ 0 ~ ,.
~:" ~o. ~ " ~ 3 ~0 3 3 8• 0 ~ ~ !!Week Relation (I) 3 g. ~ - "• o. 0 - 8 I" S 8 i ~0 g ~ -- 00 0 0" - -
PRICE Low Cost 0 " 0 " 10 8 9 1.1 1.4 15.4 11:-Marerial -e- O 7 7 8 1.1 1.2 9.2 7-
~ Dumbility " " .-A 0 8 8 9 1.1 1.2 10.6 8p
Fitting 0 0 0 0 " 0-
10 8 9 1.1 1.1 12.1 9'" QUALITYQ Softness " • • • 0 " " 9 7 9 1.3 1.3 152 11~Q Variety " 0 8 7 8 1.1 1.5 13.5 10
~ Style 0 0 " " " " " 8 6 8 1.3 1.4 14.6 11~ AESTHETICS
Colour " 6 7 8 1.1 1.1 7.3 5Q~ Location 0 0 " 0 8 8 9 1.1 1.1 9.7 7~ SALES Display " " 0 7 6 8 1.3 1.3 11.8 90 OUTLET~ Atmospher • " " • 4 7 9 1.3 1.0 5.2 4p ,U RELIABILITY Reliability " " • 9 8 9 1.1 1.1 10.9 8
Score Suml: 208 243 239 123 108 159 125 149 167 171 168 105 108 S= 135.5Percent Score(100) 10 12 12 6 5 8 6 7 8 8 8 5 5
Figure 6.5 Product Planning diagmm for shoe production in RATA
o Most of the respondents (82%) c()n~idcr four ~rilcrias 10 be the most important
faclors when buying (heir children shoes. Those are Stylc(2 1.13%,
Price(18 31%l,Softness( 16.20%)and Durabihly(16.90%).
o Out of 7 statements the resJlondents shown a negative altitude towards BATA shoes
ill case of 3 atlributcs.76% of the respondents ~grccd or remained neutral on the
~talemellt" Bat~ shoes arc high priced" 65% of the respondents did not agree or
remained neutral on the comment" BATA has J bellcr promotion cumpared to other
brand'A5% of the rc»pandems disagreed or shown neulrality on the comment"
llA TA ha' a good SdecliOI] of ~hoes_
o Again on the other hand H9% of the respondents agreed that BAT A shoes Werecomforlable.
o BATA h..., good market shJre in the lower pnee gl'OUPor shoes.68.6% uf the ilA TA
shoe purchascrs buy a pair of shoes within Tk 1000. On the otherhalld this figure is
48.9% in case of other shoes
o Sallsfaetioll level in BAJA shoe purehascrs;s slightly less (70.3%) with respect to
the overall cu~lomer(71L9%).
- 77 -
,
CIIAPTER- 8. "~
CONCLUSION AND RECOMMENDATION
8.1 CONCLUSION
The last Ie" years ha\'e been a period of great revolution in footwear business. Due to
glohalization the markets have become open, Loca] companies are facing tremendous
challenges with International products, coming mainly (i-om China. With the increased paee
in innovation consumers are getting the benefits, a~ the fight i" to provide hetter price, quality
and benefits. To milke the e(lnsumers aware of the offerings in the right time is also all
imporUillt factor in this busitlcs~_
Bata Banglade~h is losing its market share as it is not fast enough to cope up with the rapid
changes in the footwear indu~try. This is e"ident from this market research, Although Bata
still remains the market leader. it is quite uneompClitive in terms of Price and Promotion. The
price benefit ratio uf the cOll\pctllurs' product is Irying 10~alch up with Bata,
8.2 RECOMMENDATIONS
Following are the recommendmions for the management of Ratu Shoe Co, (BD) Lid whieh
ill,!y help 10regain ils market share.
o Have a good understanding of the m'!rkcl competitors and agelll~,
o Sufficient resean;h \'iol'k should be done to milintain a sound knowledge or COllsumer
and j;lshion trends.
o Strive for continuous development for com 1\)11. durability and higher quality.
o IncOl'poratc information technology exten~lvely into manufacluring and m'!rket
research operations.
o De sucecs,ful in promoling market allianees;n the supply chain.
- 78 -
o Penetration t" new and targeted market seglllcnts through introduction of shoe lines
as per life styles as well a8 fashion trend with sufficicnt promotion activitics
particularly at festival time.
o Engagc staff with vision, mission mId cntrcprene\ll'ial skills.
o Tight control OIlproduction expenses and m~lIufaetures value added shoe~.
o To expalld export challnel by illlrodlieillg new range of shoe _ line.
o Expand retail outlets thl'Oughout the country.
o The provision ,,[introducmg ~pecin[ized products and sen'ices nl ~holt notice.
o Provide trnining at home and ahroad and introduce Illodem lllnnagC1l1entpractiee~,
o Inerea~illg capacity and flexibility without investment.
o Provision of opportunities to cxperimellt with new production lines and suppliers
without having to takc l1nullcial rish.
- 79.
REFERENCES
1. "Rata Annual R~rort. 2005," Ral<l~llO~Company (Uanglac..ksh)Lld .. l006
2, Sikander, H ... Marketillg of Children Category ShoeB in !3ang1adesh", A r~~emch
wOl'k,200],
]. Kotler. P & Armstl'Ong,G. "Principle or Marketing" Pl'clltice Hall. USA,2003-04.
4. KotlC!', P, "]1..1urketing Management'". Prcnticc lIalJ. USA,200 1,
5. Mmphy, P.E and Enis.I3.l\1 . "Marketing"- SeOll For~sman alld Company,
J .ondon.19H5
6. Cravens,n.W ,"Stratcgic Iv!,lrkcting" 1rwin.lnc.13oston, ttSA, 1991.
7. Jain, S.C, "Markcti ng Management" Kent Publ i ,hing Company, 13oston, 1984.
8. Bernhardl and Kinncar. "Markcting Managcment", RIchard 0, 1rwin.1ne, 1977
9. Jcrome, E, Jnd CJl'lly, M, "Application in B<lsieMmketing"" 1rwillln~,1991_1992
10. Chas~, R. Il, Aquilano, N ,I and Jm:oh" F. R, .. Proeiucti{)n~&. Operatio,,~
Managemcnt". Tata McGra\v-l.li II 1'Ilbii~hillg Co. l.tei. 1999
I J. Talukdcr, M, and Yeow, P, H. P, "A SlHdy of technical, marketing, arid cultural
dilTerenccs bctwcell \'irlual communities in illdu,;trially devclopmg and devclopcd
countries", Asia Paedic .loul'Jlal uf Marketing and LOglSlics, Vo1.J8, Issue 3, 2006,
pp, 184-200
12. 13evcr1and, M. N"po1i, J and Y~kitno\'a, R" "Branding the business markcling "ffer:
exploring brand altribute5 in bllsiness Jl1a1'kct~",Journal of Businc~s & Ineiustrini
Marketing, Vol.22, JsSll~6, 2007, pp.394-399
13. Glynn, M. S" Motion). alld 13lOdie.R" .• SOllrees of brand bcncrit~ in manufneturcr-
rcscllerB2B rclaliollships", .loul'll,,1of !3usinc.'" & Industrial Marketing, Vol.22, lsslle
6,2007, pp.400-409
14. Ili][, M,E.. Meninll i" .I ~Ild Cmmar\ic, .I" "A marketing pal "do;;", Journal "f
Marketing IntcJlig~ncc & Planlling, VoJ.25,ls'lLC 7, 2007, pp,652-661
APPENDICES
"
Appendix - 1: Survey Questionnaire
BATASHOESURVEYBangladesh University of Engineering & Technology (BUET), Dhaka.
Hello! My name is A. S. M. Rezaul Karim. I um a studenl of Maslcrs in Advanced EnggManagemcnt programme of BUET. roday I am conducting a survcy on differenl level orpeople regmding their attribule Oil the BATA shoes for my Di;\crtation programme. Thl~study will take apprm..imately 15minute,. I wandcr if you wouhJ pleuse takc tl few minlllC' 10anSWer-"'me afmy question,. I a.'Sllre thaI the intonnatlon you 'LLbmilon lhi, sllrvey wiil bekept complelely confidenli~i. I may u;c data gathcred from this ,,,,vel' tor lhc sote purp"""for writing my The,l~ proje~l paper Iwould appreciatc your lime, Your opinion i, veryimport~nllo u" Ptc~sc do not hesit~le 10 providc jOur commcnt, on any particular aspl:cl.
ORAND OF SHOES
Ql: Which eategol)' unll brand of shoe do you buy most for you and for yourchildren? (Allow only one Brand in one category of shoe-Tie only one).
Shoe entegor)' Bat" Baily Apex l'egasus Others llun'tKn{lW
Casu~1u,e 0 0 0 0 0 0Oft1ceiPartyIOccasiona I 0 0 0
"0 0
Sports and E"ercise 1:1 0 0 0 0 0Children Normal 0 0 0 0 0 0Children School 0 'J 0 0 0 0
Q 2; What is the reason for C']J{lo.,ingthat particular Brand? (Allow only one)
A. DurabililyB, Low Price
oo
C. l-lighcrQualityD, Variety
NATURE OF CONSUMPTION PATTERN
Q 3: How many pair (If shoes do )'OUhave? _
Q 4; How many pair of shoes llo you buy for your family per year? _
Q 5: What is your yearly expenditure 011shoes for your family?
CHILDREN PREFERENCES(For only school going children)
Q 6: What arc the product attriblltes that you prefer? (Allow more than one)
"
A. Fashion/.,tylcn. Corntort
oo
C. Variety in ColorD. Od,cr;
oo
PARENT'S CONSIDERATION ON CHILDREN SHOES
Q 7: What is the most import:lIlt thillg )'ou consider when buying your childrenshoes (pick any 3 in order of importance aud give I, 2, 3).
I.ocation of store or 'cllcrsStylePriceHow long il wiliinst
ColorSofl~c,.'Fitlin£\Brand
PRODUCT ATTRIBUTES AND MARKETING MIXQ 8: Below is a list of st<ltcmcnt lIbout your cho~cu Brand for your family shoesregarding thc following product attribute.? Plcase iudieatc how )'ou feel abouteach ~tatement by indicating your dcgrec of llgreement or disagreement witheach stlltement. Tie only lInc in each statement.
Altrihut., or Producl, Strongly Di.'~g••c Ncutr~1 Agrce Stronglyf)j,~'r"" Aeree
I gel a 101of v~ricly in ealcgoryof0 0 0 0 0shoes.
Shoes arc High pri~ed. 0 0 0 0 0Shoe~art: corn i()rtablc. 0 0 0 0 0Chosen Brand ha, betler promotion
0 0 0 0 0compared to other brands,Store almosphere and de~olation
0 '1 0are appealing. 0 0A good sele~tion of shoes Is present
0 0 0 0 0for aiLShoes dl'play is atlmctivc, 0 0 0 0 0
RESPONDENT,S PROfiLE
I have
Q 10: .Iust approximatel}', which incomeeategor}' best describe your total ilion thl}'household income? (Allow only onc).A. UllderTk, 5.00IJ [ln. Tk. 5,001-Tk, 10.IJOO [1C. Tk. 10,001-'Il. 15.000 I.,D, Tk.15.001-Tk.20,OOO iJ
I, Tk. 20.Q01-T1c25,000 0F. AbO\'cTk. 25.000 0
ooo,o
BusinessP<'"ol1'Gov!. OrganizalionPrivate OrganizationOthers. Plea,e Specify ----
Thnnk you for £iving your valuablc limc. Your participation I, highly appreciated.only few more 'lltestions to goQ 9: Your Primm). Occupation(Allo\\- onl)' one).
A. StudenlB. Homemakerc.D.E.F.
"'
Q 11. How much money normally you .~pcnd to huy a pair of shocs?
A.C.
Tk 100-500Tk 1000-2000 "o B. Tk 500-1000
D. AI:w,e Tk 20(10oo
Q 12: Yuur Age Group (Allow onlyune).
A. Bciow 20 Vea,." 0B. 20 to 35 Vea" 0C. 36lo45Vears 0D. 46 to 55 Year, 0
E. Above 55 Yearn 0
Q 14: Gender (I)on't ask, just obscrYc)
A. Malc1:1.Female
Q 13: What is your o,"cnlll Satisfllctionlevcl of your choscn llrllnd?
A. Very Sati,ticd. 0H. Satisfied. 0C Neilher Satisfied nDr Dis..••alisfied. 0D. Dissatbfied. ", Very Di"ati>ficd. 0
Thank you for completing this questionnaire!
IV
Appendix - 2: Field Data Tabulation
Marketing strategies of Footwear inBangladesh-case of BATA Bangladesh Ltd.
Field Data Compilation- - ,QQ Q" lalah s., Q' Q' Q' Q' Q' Q' Q' Q' Q
co 0' " eN I cs A, BCD F.FGHABCD £ F G '" " 1213- - -~ -'- M Ae eA " BA' BA C , " 5000 , , , ,,, , 4 2 4 A , C ,,~ -'- M BA eA eA 0, eA , , '" 6000 , , , , , , , 3 4 4 D C B C C
~ -'- , eA ON ON eA "' , , '" 3000 I 2 3 , , , , 5 4 5 B C , B A
~ -'- , BA 0, 0, eA eA A , " 5000 2 I 3 , , , , 3 3 2 , C B C B
~ -'- , eA 0, ON " "' , -'- -2.. 4500 , , , , , , , ," , C B B I'
~ -'- " eA 0' eA ON B' C -'- -'- 5500 , , , , , , , 3 5 5 D D C o IA
~ -'- M BA m eA eA m 0 -'- -'- 4000 , , , , , , , ," 0 0 B C C
~ -'- , BA ON ON eA "' , -'- -2.. 2500 , , , , , , , ," C B A C B
~ -'- , "' Ae eA 0' eA C -'- -2.. ?OOO , , , , , , , ," C C B 0 B
£.!2 -'- , eA OT I ilL " eA C -'- -'-- 2500 , , , , , , , ," 0 C A D C
~ -'- M eA OT i BA DN eA C -'- -'- 8000 , , , , , , , 2 3 2 0 C C C 0
~ -'- M eA BAI BA BA " A -'- , 7000 , " , , , , ," 0 B C C 0-;,~ -'- M " BA BA " BA A -'- -'" 6500 , , , , , , , ," C c c c c
" , M eA eA eA " " A , , 1500 , " , , , , ," 0 A A C C
l v
SL lolake So, Ql Q2 Q3 Q4 Q5 Q7 QS fQ9 Q Q Q Q
CU OP SP CN CS ABC D EF G H ABC D ~ 10 11 12 13
151M BA DN BA DN BA C 4 14 10,000 1 3 2 2 2 4 4 4 2 2 D D BCD
161M BAOTBABABAA 264000123 3333443DC B CB
17 1 F DN DC'! BA ON BA A 3 8 7000 3 1 2 2 2 4 2 4 4 3 D D --; D Bj~ F OTBABAOTBAA 43200032 I 2344444FBABB
~~ M BABABLflAIlAC 3~5000 3 124344423ACiBB20 I M BA BA BLIOT SA C 2 5 5000 3 1 2 3 4 4 4 244 A A C B A I
~ ~ M DN BA BA DN BA C ~ 8 10000 3 2 1 4 2 5 5 3 5 5 F E ~ D A
~~ F BAIlABABABAA~ 7 ?OOD 123 525444500 B IlA23 IF BABABA8ABAA2 6 2000 1324344443EBACB~ ~ F BA BA BA BA A --;- II 3000 1 23 5 4 5 4 544 B C 8 IJ B
25 I F OTBA BAllA A 79 400D 123 53545448D B BS
26 I F SABA BABA~6 8 3000 132 5353444DC fl CB
27 I M BAOTBA8ABA-.£3 132 4345354AA 8 SS281M BAOTPEBABAC 3 231 3443425AACAC
291 MBA BA BAA2104000 32 12343444DDACB
30 I M BAAP BAPE E 342000 31 2 44434420B B CB
31 I M BA BA PE BA OT D 4 12 3000 1 23 2 3 4 4 4 24 C EBB B
321 f APBABAOTBAE 383300 12 3 4343445EB B CA
33 I M ~BABA8ABAA 212 4500 2132144335£D C DA
34 I ~1 ~ BA SA OT'BA A 2 6 5000 2 I 33244524 A A B B 8
351M BAAP SABA A 24200012 3 44444~40C A DC361 f OTBABABABAC6 4 3000 13225553240EBBB
37 I M BA BA BA BA SA C 3 15 5000 2 1 3 4 4 4 4 3 5 4 DEB D A
VI
-" Intake ,,, Q' Q' Q' Q' Q' Q' Q' Q' Q Q Q QeN I cs " " " "CD 0' " ABCDEFGHA BCDF.FG
-
" , M eA eA ON DN I BA C , • 6000 , ; , ; , , , 3 3 5 A C C U ~;0 , , eA eA "' ON eA C , • 5000 ; , , , • , , ," A 0 C ,'-'" , M '" eA OT I aT eA A , '" 6000 ; , , • ; , , 3 4 4 D C C C ," , M eA SA I BA I D ; , , ; ; • , , 4 3 3 D D C 0 C'-" , M D' '" " eA eA C , " 5000 , , ; • , , , ," c , c 0 ~
" , , eA m ON eA eA A , ; 3200 ; , , • , , , 4 3 4 C , , c ';-" , " eA " OT eA eA A ; , 3100 I 3 2 ; , • ; 4 3 4 0 , , c c
" , U Ae DA 'A DA 'A 0 ; " 5000 ; , , ; ; , ; ," c C D C C
~ -'- M '" DA " DA U,' C ; '" 4000 ; , , ; , ; , ; " c 0 c 0 C-" -'- M Ae eA " " ,. A , " 7000 , , ; , , • • ," A D C A D
'" M BA BA BA IlA BA -" , " 6000 , , ; , , , • 5 3 5 0 C , c A~ -'- D:-I BA BA OT lOT '--'- M -" ; ; 2000 , , ; • , • • ; " 0 D , 0 ~'iO , M BA OT BA BAlSA ~
, '" 6000 , , ; ; , , • ," D , , c ,
"-. IJAIOTIBAIOTIBA,
M ~, '" 10000 , , ; • , , • ," 0 c , ,
'" --'-- '-C" -'- M IlA SA BA I SA SA ~ -'- '" , , ; , , ; ; ." 0 0 c 0 ~
" , , PE SA PE BA SA -'- -'- " 12000 ; , , , ; • ; 5 4 5 A , C A~-;; -. u DT Ae " DA eA -'- -'- '" 3500 1 2 3 , , ; • ," c , , c c
'i' -;-- cM OA Ae " DA eA -" -'- " 4000 , , ; , ; ; ; ; " A , , Ac2 --'-- '--~ -'- M ON BA " DA eA " ~
, 2500 3 2 j , , • • ," A , A ,~" , , DA BA DA 'A DA ~ -'- " 40{lO , , ; , ; , , 5 5 4 B , B c';-'ii -. M OT BA OT m eA ~ -'- " 7000 , , ; • ; ; , ," D 0 C c,,-'ii -;-- M AP IAP DA DN eA A -'- " 6000 , , ; , ; , , ," D D D c~'ii -;-- M OTlsA DT m " A -'- " 7000 , , ; , ; , , ," 0 c C c';-~
VII
- ~ Q. Q Q" ,,, Q' Q' Q' Q' Q' Q' Q' Q QCD 0' " eN Ics ABCUE F G H A • C D E F G '" H 1213
M, '"M 0' " 0' OT I BA , , 6000 , , , , ; , , 4 4 3 0 C C C A-"- --'-- .- c •~ -'-- M A> Ae 0' 0' 'A , ; 4800 , , , , , , , ," c c c
~ -'-- M A> Ae " " " 0 -'- , ?SOO ,, , , , , , , ; , , • A ••~
, > 0' 0' " ON DN , , , 2000 " , , , , ; 5 3 5 A , C ••-,- ,- ,~ > " Ae PE IBl " • ,. 8000 ; , , , ,, ; 4 3 4 A > C ••--'-- -;-~ -'-- M ON ON " "' "' , , 2500 , , , , , ; ; ; 5 5 A 0 , • A-'- • c-'C -'-- M Ae " " " "' c -'- " 3000 , ; , , , ; , ," A C •'" -'-- M ON BA I ilL ON 0' 0 , ; 6000 ; , , , , ; , , H A 0 C • A,- U A'" -'-- M "' 0' " ON UA C • 7000 , " , ; ; ; , H A C C
M " 0' -'- ; 4000 • c2". -'-- "' ON " • -'- , ; , , , , , ," A 0 c2' -'-- M DN " " 0' UA , , , 8000 , , , , , ; ; 2 5 5 C , C C c!2 -'-- M 0' " " " " c , , 4000 , , , ; , ; , 3 4 3 , A " , A
~ -'-- M " 0' I" UA , , '" 7000 3 2 I , , ; ,," 0 , • , 0
;. -'-- M ON 'A " m Ae 0 , , 6500 , , , , , ; , , ; , A D C " A
..2 -'-- M Ae " 0' DNI BA c , • 7000 , , , , ; , , , •• A , C , A
-" -'--M " "plOT ON UA C , • 5000 , , ; , , ; ; , H A 0 C ,, I
2C -'-- , ON ON 0' UA , ; " 8000 , , , , ; ; ; , , ; A A , , c I~
, M ON " " 0' "' 0 , , 4000 , , ; , , , ; ," u " c c ,
" , M m UA " ON UA C , , 8000 ; , , , ; , , , , ; > , , o A
" , > m 0'" 0' UA A , " 6000 ," , ; ; ,," , , , ," , M Ae " m UA UA A ; '" 5000 , " , , ; , ," c , c .," , M UA " 0' 0'" A , " 4700 ; " , , , , ," c 0 c • B
" , M 0' m 0' BA BA C ; , 2000 , ,~; , ; , ; ," ,, 0 B A
VlII
:;:L;:;;;;;; Sex Q1 Qi Q3 Q4 Q5 Q7 Q8 Q9 Q Q Q IQ;,,,eulop sp eN cs ABCDEFGH ABC 0 EFG 101112E::::I: \1 IlA IAP PE IlL BA ~ ~ 13 3000 2 1 3 4 2 5 4 3 2 4 C EBB B
85 I M BA AP PE BL BA C 4 7 1500 1 2 3 4 2 4 5 3 2 4 eBB B B
~ --;- M OT AP PE BL BA ~ ~ 15 5000 3 I 2 4 3 5 5 5 3 4 CEIl B B
~~ M APAPBLPEBL.E..2.. 83000 21 3 4232234£D C BB88 I M OT aT PE 8L BA C 4 14 2000 3 2 I 4 2 4 4 2 2 4 EBB B B
~~ M BAAPOTPEP£7210 5000 12 3 4435534A8 B BC
~~ M OTOTPEBLBA~~ 10 2000 ~ 31 4255224(D B BB
~ ~ M OT AP 8L OT flA ~ ~ 15 4500 3 2 I 2 2 5 4 4 5 3 A B B A ~
92 I M OT D~' ON DN 0,,' A 2 2 1500 I 2 3 2 2 5 3 3 2 2 D Dec C
~7 M OTONPEBLBA~~ 73000 32 I 5 343425AB C Be
E~ M APBAPEAPAPtt 748003 2] 5443445DC C OA95 I M APAPOTDND"C 2 10 20002 31 4455445£C C BB~-T M APOTOTOTBA~~ 76500 I 325453435CD C DBE=:I::: M APBAPEBLBL~~ 12 3 4244224AB B BE
98 1 F OT PE PE C 8 12 4000 I 2 3 5 4 5 4 5 4 5 E CAe B~-T F BLBA BLBL-;--;- 83000 123 5554455BE B cAl
~ ~ M PE AP I PE 81. BA ~ 5 15 6500 I 2 3 3 2 4 5 5 3 3 A B A B B~ =+= M OT 8.•• PE 8L BL ~ 3 12 6000 2 I 3 4 2 5 4 4 4 4 E F D B B102 1 M BA OTlpE 8L PE ~ 2 12 6000 I 2 3 3 I 3 4 435 CDC B B103 1 M OT OT I PE 8L PE 0 3 15 8000 I 2 3 4 4 4 5 5 3 4 E DeB B
104 I M OT BA IPE BL PE C 2 10 5000 I 2 3 3 3 4 3 3 4 4 E A DAB
105 1 M OT OT I PE BL BL ~ 3 15 6000 2 I 3 3 2 4 4 4 3 joe C C B
106 1 M OT BA IBA BA OT ..£.. 5 20 7000 3 2 I 4 4 4 3 3 3 4 A F B B C
IX
QIQ1213,,, A,,A A,,D A,,
-+':'-.J2!~-I-" A-I-" A-f-"A,,,,c c,,, A,,,,A ,,,,,,,
,
" ,
,
,,
,is"
1131 2,
213
~ Q8 Q91QIQDEFGHABCDEFG 1011
21 4443334AFB
2 34444434EA~
1 34344423BB~
U! 13333334EA~324354344AAA
14554345CDC
2344444Efl~4443434AFC
4255354A£C5254244EOC
~555144AOC54454558CB
42442420CB
1544344FEB
2244345C£0
543544BOA
5543545££11.
4444434ACB
13232424ACB
23443334ABA
32342324CBA
3424525ABC
4245224AAB
1 1312
,
, I ,
,
1 I 2 I 3
'-i.'.,2 13
ll~ ,,
,
~ ,,,,
-8'~ ,
Q'
10000
80007000
500045006000
5000
7000
4000
3500
7000
3000
2000
2000
5000
2500
70006000
7000
5000
6000
5900
3500
,
'",,"
""
Q'
'""
,,'"'"w,'"'"",,,,w
QI IQ21Q3
CU OP SP eN CS
OTBABABAOTC5
BAOTBLPEBLD3
BAOTPEBLBLA3
BAOTPEPEBL03
BAOTPEBLPEAJ
AP AP OT AP DN E J
OTOTDNBLBAC 2
AP AP BA BL PE D 4OTOTONOTOT I) 2
PE OT BL DNIBA C j::APAPAPAPBI\.C~OTOTOTBABI\.A7
OTOTBAOTBAAI
BAOT OTBAA~
OT OT DN OTIBI\. D 2OTOT OTBAC4
APDN ArAP~iBA BAIBL BL PE C 4
P£APBLBABAC3
BAAPBLPEBAB2
BABABLBLBLB3
BAAPBAPEPEC2
OT AP OTIBA BA C 3
M,,M
M
M
M
M
M
M
M
M,M
M
M
M,M,
M
M
M
,,,SL Ilnt.ke
107 1108 1
109 1
110 I
111 1
112 I
113 1
114 I
'"116 I
x
" '"toke ,,, Q' Q' Q' Q' Q' Q' Q8 'Q9 Q Q Q QBCD ~ 10 " " "CU 0' " C, C, ABC D EF G H A
130 , M " eA " eA O. 0 , W 2000 , , , , 245525~E D ,131 , M eA O. OT I BL " C , " 3000 , , , , , , , ," 0 0 , ,,m , , eA " " " "' 0 , , 3000 , , , , , , , ," A C , ,,133 , M " eA " " ON 0 , , 1500 ,, , , , , , ," C , A C C
134 , M " Ae " " " C , '" 5000 , , , , , , , ," A 0 , ,A
135 , M " m " BLIBA C , " 10000 , , , , , , , 5 3 5 ", C ,, ,
136 , M A' BA I RL " " D , " 3000 , , , , , , , 5 3 5 A C , ,,m , M " OT IOT O. " C , '" 6000 , , , , , , , 4 3 4 A C -'- ,,138 , M " m " " " A , , ,, , , , , ," A , -'- ,,139 , M PE " 0' " " C , , 6000 , , , , , , , 3 4 5 A , "-
,A
'" , M Ae " eA 0' " C , , 6000 , , , , , , , ," C 0 -'- ,A
'" , M O. O. " 0; O. 0 , " 5000 , , , , , , , ," A C -'- ,,'" , M OT IBA PE I BA " A , , ISOO , , , , , , , ," , 0 -'- ,,I I
I I-
-I
-
-
-
III
xc
APPENDIX -III
MATHEMATICAL CALCULATION
111.1 11yputhcsis-1
Hypothesized value 01'~uceess = 0.60
Hypothesized value offailurc = 0.40
Sample proportion of sueees~. p =80/142= 0.5633 (46 IN BOTH CATEGORY 6~ IN
SINGLE)
Sample proportion of failure. lj = I - 0.5633 = 0.4367
Standard Cl'ror of tile proportion. cr ; ~ -jp~q/N=,0411113
m.2 lIypotl1<'sis-2
Hypothcsizcd value of success = 0,50
Hypothesized value or lailure = 0.50
Sample proporlion of success. p =20/54=0.37
Sample propOl'tion or jailur~. q = I - 0.37 = 0 63
Standard error ol'thc proportion, 0" ; =,ip*qIN= O.06H0414
Ob8crvedZob,,,,,,={ p-p)/O"p= -1.91
XII
lIT.3 Hypothesis-3
Hypo(hesiled vailic of success = 0,(,0
HypOlhe,i/eJ value of lilllllr~ = 0.40
Sample proportion of suc~es.', p ~28/54~0.52
Sample proportion offailurc, q = I ~ 0,52= 0.48
Standard error oj"lhe proportiOIl, (i ; =-'/p*q!N= 0.068
ObserveJl.ob",,;,d~( p-p)!(ip~ -1.17
1Il.4 HYllothesis-4
1'1= 0.84, 1'2= 0.70
Z "I,,,r,,,, = PI-P2
IFl Ip P20 P2)---+--- -n] n2
.84-.70/.84x .16+ .70x:3~~-IOO 100
111.5 Hypothesis-5
1',= 0.416, 1'1= 0.45
= 2.38
X[][
Pj- P2
PIO-PI) P2(l-P2)+--- ..III 112
0.45-0.416
".4~5~,~.5~5+_4_16_<.:.5_'_4'I 100 100
~ 0.4854 < 1.64
1'2 ~ 0.45, p] = 0.5
P -J>, ,P,(1- P,) P,(I- P,)----+ '-
II, 11\
0.5-0.45.5x.5 .45x.55--+---100 100
~ 0.708 < 1.64
p'-l-'.P,(I-P,) P,(I-P,)----+ ------_.
11.1 II"
0.5-0.423
0'~~g.5+ .42~~677= 1,0954 < 1,64
P~= 0.423, P, - 0.47.
P, - P,P,) P,(l P,). +----
II, II,
XIV
,
0.47- 0.423
0.4~~~.53+ .42~~0577
P\~ 0.47. p(,= 0.407,
P, - Pr•
P,(1- P,) + I~.(I - PrJn, n"
0.47-0.407
,1",O.:,47~"~O'c.5~3+ .4_07_~_59_3100 100
111.6HYI",thc~i.~-6
PI = 0.759. P2= 0.659
= 0.669 < 1,64
= (l,S')') < 1.64
_ ']-/>2Z I 2 ~,I<"I,,,"- ). :r (l=-li~.1. ~2~~,~21
nj n20.759-0.659
.759x.241 .659x.341+----100 100
= 1.298 < 1.64
III.7 '1'- di~lribution
dB'0 __S
f
- L"Whered=-oN
-6-=-16
xv
,"
'_ J2:d' - N(d)'N()w S_ "---_N-I
~ S=F5-6X' = l.40S-,6-1
calculated t ~ J.JN,.--S
= -lxJ(, __ l.017lAOS3
XVI
