The basic objective of this report is to analysis customer satisfaction assessment of footwear

industries, here focus on Bata company limited. Bata is one of the leading company in
Bangladesh. Satisfying customers are the only way to stay competitive in todays market place. This
report analysis that how Bata maintain customer satisfaction year by year. Report also contains
some problem findings and finally recommend some sollution.

1.1 The Bata Heritage

Our success is built on our legacy of values and beliefs
"Thomas G. Bata,
Chairman and Grandson of Founder"

Every legacy of success begins somewhere. For the Bata Shoe Company, that place was the
small riverside town of Zlin, Czechoslovakia, where three Bata siblings gathered a small
inheritance from their mother, and officially established the T. & A. Bata Shoe Company. It was
the year 1894 and a remarkable tale of enterprise had begun
Founder Tomas Bata was a visionary dedicated to serving the needs of the people. In 1904, Bata
introduced mechanization and mass production to shoemaking and created the "Batovka" - a
working class shoe remarkable in its simplicity and style, yet lightweight and affordable. The
Bata name quickly became synonymous with quality and value, and in just over two decades
Bata was selling 2 million pairs of shoes a year, and exports skyrocketed.
Throughout the early 1900s, even as world war, the Great Depression and Communism loomed,
Bata continued to prosper. In 1931 it began to build factories, and entire towns, outside of
Czechoslovakia. It wasn't long before Bata was recognized as an international brand known for
its unmatched selection of styles. By the end of the 1930s, Bata operated in over three dozen
countries.

Just as the 20th century progressed, so did Bata's international reach. When Communist
governments nationalized all Bata companies in Eastern Europe, Bata persevered by rebuilding
itself from the remaining entities located outside Eastern Europe.
Further expanding the company's international umbrella, Thomas J. Bata, the founder's son,
moved from Czechoslovakia to Canada with over 100 families and established the Bata Shoe
Company of Canada. Families around the globe relied on Bata to supply them with sensibly
priced shoes that met their needs and exceeded their wishes. By mid-century, Bata's superior
product earned the trust and confidence of millions and Bata was positioned as the world's
leading footwear exporter.
As the 20th century came to a close, Bata had been building relationships with generations of
families for over 100 years. Thomas G. Bata, the founder's grandson, remained committed to that
tradition in the emerging global marketplace. In a bold move, he replaced large, centralized
factories with regional production facilities guided by four "meaningful business units" (MBUs),
each having the flexibility and independence to produce footwear that responds to the unique
needs of its region. As a result, Bata is honored to be a local company in every country it serves.
It is with pride that the Bata Company of today maintains close to 5,000 international retail
locations and services over one million customers per day. From its simple start over 118 years
ago, Bata has grown into a trusted global company that offers fashionable and affordable
footwear to every member of the family.

We will grow through the 21st century by investing our

resources in innovative comfort technology, remaining on the cutting edge of style, and ensuring
quality and affordability. Now as then, we believe our success is a result of our commitment to
our customers, and we'll continue to look to the future by reading our past.

Bata Shoe Company is the market leader in the footwear industry since its operation in
Bangladesh. The name Bata achieved such a position in the customers mind that whenever they
heard the name of Bata, a footwear with high quality comes into their mind. Bata has been
serving its customers with wide assortments of products for about five decades and doing it
successfully. It is very difficult to identify the customers class of Bata Shoe Company. Bata
touches almost every social class possible. Bata meets the footwear demands of the higher class
and lower class simultaneously. However to stay closer to the customers, Bata shoe company
undertakes an assessment of the customers at a regular interval.
Bata desires to fulfill the ever changing customers needs, and to do so the outcome of the
customer assessment plays a significant role. Here the similar study undertaken with a
permission of Bata Shoe Company to get the feedback from regular customers. The
questionnaire is taken from Bata shoe company Bangladesh ltd to conduct the survey among the
regular customers. This study is the analysis of customer satisfaction of Bata Shoe Company
which will help to analyze the customers level of satisfaction with Bata products and stores.
This study will try to compare Bata with other competitors in footwear industry. It will help to
get the knowledge of customers overall shopping experience at Bata shoe stores.

1.2 Footwear industry in Bangladesh

The Footwear Industry in Bangladesh has started since the colonial era, although its
modernization took place only in the late 1980s. During the British period, there was no footwear
manufacturing firm producing on a mass scale in East Bengal. However, a traditional cottage
type footwear industry with limited production facilities existed in a skeleton form in the district
towns during that time. Various types of footwear were imported, mainly from Calcutta. After the
partition of Bengal in 1947, foot wears were imported from West Pakistan.
When Bata Shoe Company established its manufacturing plant at Tongi in 1962, it was the first
manufacturing plant to produce shoes on a large scale in East Pakistan. In 1967, Eastern
Progressive Shoe Industries (EPSI) established its production plant. It began exporting footwear
to USSR, Czechoslovakia and England. Both Bata and EPSI held major shares in the local
footwear market. The footwear industry suffered a major setback during the war of liberation but
was rehabilitated after independence. New footwear manufacturing units have recently been
established. Among them are Apex Footwear, Excelsior Shoes, and Paragon Leather and
Footwear Industries.
Japan and Germany are now the biggest markets for Bangladeshi footwear but US buyers are
increasingly showing interest in sourcing from Bangladesh. Bangladesh could have a billion
dollar footwear export sector by 2013, claim local shoe manufacturers on the basis of both the
current growth in shipments and the increased production capacity in factories under
construction. If their assessment is correct, in a three-year period the level of exports can
increase five-fold from the $205 million worth of shoes that were exported in the last fiscal year
that ended in June 2010.
1.3 Multitude of products
Bangladesh has a host of potential products that can earn substantially large amounts of foreign
exchange, if only the necessary patronage from the overseas buyers is given for the sake of

expanding the countrys export base and thereby reach a sustainable status for the countrys
export trade.
Recently, a new opportunity has opened up to further diversify the range of Bangladeshs export
base by including footwear and other leather goods in the list of exports particularly to the
European Union (EU) market.
However, the country has already been exporting finished leather and different kinds of leather
products to the overseas markets. These products also enjoyed considerable demand because of
their high quality. The main reason for this was the natural advantage of leather that Bangladesh
produces. Despite the high quality of local animal hides both in raw and finished form,
Bangladesh was still trailing behind Vietnam and China in the export of footwear and other
leather products in the European and other markets.
1.4 Manufacturing Hub
Bangladesh is set to emerge as the next manufacturing hub for the global footwear industry. The
cheap labor is prompting top manufacturers to relocate their factories in the country. The good
news is that a number of foreign investors as well as buyers have already shown interest in
Bangladeshs leather and footwear sector.
Recently, the president of the Bangladesh Finished Leather, Leather Goods and Footwear
Exporters Association (BFLLGFEA) informed all concerned that three large investors in the
footwear sector from Taiwan would set up footwear factories in the Dhaka and Chittagong
Exporting zones. The buyers from EU, as well as other very highly developed industrial nations
like Japan have reportedly been showing importance in Bangladeshi leather products. All these
developments look promising for the local footwear industry.
The Export Processing Zones at present have 18 shoe and leather goods factories but there are at
least seven large factories under construction, mostly owned by big manufacturers in the shoe
world. The factories under construction include Korean company Young ones footwear complex
which is said to be the largest in Asia. The company started construction of its mega shoe
complex in Chittagong six months back. The first part of the complex will go into production by
the middle of next year, and the companys executives said they would be able to manufacture
about 30 million pairs of shoes by 2013.
In addition, Taiwanese shoe manufacturer Pau Chen, which employs about 4,00,000 workers in
its factories in China and 50,000 in Vietnam, is also building a large manufacturing facility in
Chittagong. Australian manufacturer Bonbon Shoe, a supplier to Hugo Boss, and Xen Chen and
Genford of Taiwan., are also building footwear factories in Bangladesh. Apex-Adeichi also has a
new factory that will soon start production. With an annual turnover of about $100 million, the
Bangladesh-Italy joint venture is now the largest exporter of footwear. However, with a new joint
venture factory, Blue Ocean Footwear, due to go into production by February 2011, Apex will
get involved with a turnover of nearly $200 million of footwear export by 2013.
1.5 Growth rate
The local footwear industry is experiencing an annual growth rate of 21 percent, according to a
spokesman from another apex organization, Leather Goods and Footwear Manufacturers and
Exporters Association of Bangladesh (LGFMEAB). However, to continue the trend, the present

level of growth has not only to be attained; it also has to be taken to a still higher level, if
Bangladesh is to match the success of its immediate competitor, Vietnam.
According to a newly released statistics from the Export Promotion Bureau of Bangladesh,
footwear exports from the country grew from US$61 million in the period of July-November
2007 to $85 million in the same period of 2008, recording a growth of 39 percent. In the first
four months of the 2010 fiscal year there has been $98 million worth of exports, a 65 per cent
increase from the same period last year. Taking this rate of growth into account, shoe industry
executives estimate that the current fiscal years footwear export is likely to cross $300 million.
Though in the next two years the existing factories are likely to export more shoes, it is the new
capacity that will come on stream from early 2011 that is expected to cause the huge spurt in
growth.
Growth in exports is due to the low production cost in Bangladesh compared to its neighboring
countries: China, India and Vietnam, who also have a very well entrenched leather and footwear
export industry. Orders which earlier used to be given to China or India are now being handed
out to footwear manufacturers in Bangladesh because they are able to produce low-priced but
quality shoes, which have now found its way in to key markets in EU and Japan.
This growth in footwear exports has come as a blessing in disguise at a time when leather
exports have fallen by a massive 18 percent in the period under review. Experts attribute the
growth in footwear exports, thanks to machineries imported from Italy that is trusted for its
quality output. In recessionary trends, high-priced products tend to register a negative growth, as
consumers tend to shy away from them in preference for value for money items. In this scenario,
it is a golden opportunity for the leather and footwear sector to increase its global market share.

2.0 Brief History of Bata Shoe Company

Bata Shoe Company was founded by the famous entrepreneur Mr. Tomas Bata who blew the
wind of change in the footwear industry in 1894. The company was started from Zlin,
Czechoslovakia, now known as the Czech Republic. From that day onwards Bata Shoe Company
has been the largest manufacturer and marketer of footwear in the world. The global business of
Bata comprises of shoe factories, tanneries, engineering plants, quality control laboratories,
product development and research centers.
Bata has developed a strong distribution channel all over the world through the establishment
approximately 6,300 retail outlets, 10,000 franchise and thousands of depots and dealers. More
than 50,000 people are directly involved in the production and selling of over 300 million pairs
of shoes each year. Bata Shoe Company manages a retail presence in 55 countries, and runs 40
production facilities across 26 countries. Bata international headquarter is located in Switzerland
which was previously located at Toronto, in Canada.
Batas website (2010) mentioned in BATA Today:

2.1 Bata Business

Bata Shoe Organization companies are involved in every facet of the business of shoes.
Throughout the world, Bata services customers from the store sales floor to the factory floor.

Retailing

Bata Shoe Organization companies have built successful retail store concepts to satisfy changing
consumer tastes and needs. Each store features merchandise targeted to different lifestyles and
people. The merchandise ranges from footwear to clothing and goods complementing shoe
offerings. Sensitivity to and satisfaction of customer wants and needs has allowed the Bata Shoe
Organization (BSO) to become a world leader in footwear.

Manufacturing

Tomas Batas revolutionary business concept was to industrialize the shoemaking process of that
day. That type of thinking has been the driving force behind the Bata Shoe Organization success.
The Bata Shoe Organization has been an innovator in the manufacturing of shoes over the years.
Bata personnel have made important advances in DVP (Direct Vulcanization Process), PVC,
athletic footwear production and slush-molded footwear production.

Wholesaling

The Bata Shoe Organization [BSO] enjoys a unique position in the wholesale marketplace.
Global economies of scale enable BSO plants to offer quality products at local prices, with many
are operating at ISO standards. Bata Shoe Organization production facilities are world renowned
for their commitment to quality and customers, and have attracted production contracts from
many international footwear brands.

Brands & Product Development

Throughout the world, the Bata brand distinguishes well-made and well-priced footwear.
Many core articles for Bata branded collections are designed in product development centers
in Italy, the Far East and Canada. Designers and merchandisers in Bata Shoe Organization
companies broaden the collections by developing complementary styles to reflect tastes, budgets
and climates within their own market. Strict quality controls govern the selection of materials
and all production stages.
2.2 Business Units of Bata Shoe Company worldwide
Bata is operating business in five business units such as Europe, Asia Pacific, Latin America,
North America, and Africa. Bata announces its worldwide presence through these five business
units.
2.3 Worldwide Coverage of Bata Shoe Company
Red zones have already been entered by Bata Shoe Organization.

Figure 1: Business Units of Bata Shoe Company

Figure 2: Worldwide coverage of Bata

2.4 Bata Shoe Company (Bangladesh) Ltd.

Bata Shoe Organization started its operation in Bangladesh in 1962. The company was
incorporated in 1972. The company is affiliated to the Bata Shoe Company, the largest footwear
manufacturing and marketing organization.
According to Bata Bangladesh website (2010) it is mentioned that currently, Bata Bangladesh
operates 2 manufacturing plants at Tongi and Dhamrai, have production capacity of around
110000 pairs of shoes daily. It has a modem tannery with the latest technological facilities to
process 5 million square feet of leather yearly. The Tannery is equipped with a high-tech effluent
treatment plant ensuring a pollution free environment for both workers and the environment.
Bangladeshs regional headquarter is located in Singapore.
Bata is playing a pivotal role in developing the leather industry of the country. Bata has a firm
commitment to eco-friendly business and a state of the art Effluent Treatment Plant (ETP) has
been set up to provide a pollution free environment for both workers and the locality.

Fashion would never be complete without a well designed pair of shoes. This marketing insight
has prompted Bata to introduce a number of designers collections for men, women and children.
Internationally renowned brands such as Bata Comfit, Marie Claire, Hush Puppies, Scholl, Nike,
Bubblegummers, Sandak, Weinbrenner and Bfirst are a few names that testify to the momentous
change towards branded shoe marketing in Bangladesh. Specialized shoe categories such as
athletic shoes have been targeted through development of the Power brand. Uncompromising
quality with striking designs have put Bata shoes in a key position to appeal to different
segments of consumers.
Another major change in the Bata business policy is the segmentation of retail outlets according
to profiles of different market segments and the introduction of novel concepts such as Bata City
Stores. These selective outlets, in conjunction with other types of outlets such as Bata Bazar and
Bata Family Stores, are adding a new level of consumer satisfaction. The City Stores incorporate
spacious floor space allowing a comfortable shopping experience, modem interior decor enriched
with novel shelving systems, fittings, fixtures and lighting that can be found in the large retail
shops in the Far East and Europe. Bata has a network of 242 retail outlets located strategically in
different parts of the country. These retail outlets are an integral part of our brand marketing.
This extensive retail network is supplemented by an equally extensive network of depots and
dealers. Bata has 13 Wholesale depots covering Bangladesh. Under these depots 390 RWD
(Registered Wholesale Dealers) and 553 DSP (Dealer Support Program) stores are operating.
Bata Bangladesh has already developed its vision up to 2013 showing significant business
growth as well as increased market share.
One of the critical areas associated with external shareholders and the community at large is the
Corporate Social Responsibility Program of the company. From supporting nationwide sports
sponsorships and disabled persons to addressing environmental concerns, scholarship programs,
charity contributions etc Bata has always supported individuals and communities in need.
Partnerships with other voluntary and charitable organizations are another prominent feature of
Batas corporate social responsibility. Bata, in partnership with CARE, extends assistance to over
two thousand rural women in order to become independent entrepreneurs in the Rajshahi,
Comilla and Chittagong division selling shoes from door to door under its Rural Sales Program.
Since its inception, Bata Shoe Company (Bangladesh) Ltd. has strived towards one goal
customer satisfaction. With the vision of building a worldwide family of satisfied customers and
dedicated workers the legacy of Tomas Bata continues strong and unabated to this day the
tradition is safe. Bata Bangladesh has about 1500 regular and efficient employees and workers,
who are highly committed to uplift the companys performance with high productivity and sales
through maintaining the quality. In recent times Bata Bangladesh has launched more than 180
new designs for different brands in their men, women, children and infant categories. Eventually
they have received excellent responses from their various target groups on the new designs.
2.5 Customer service
Personalized service: Qualified and enthusiastic sales associates are engaged who take
customers satisfaction to heart. In many countries customer service goes beyond the
stores with home deliveries, orders made possible via catalogues, the web or even call
centers.

Guaranteed customer satisfaction. In any Bata store in the world they repair, exchange
or refund any products with defects. They also exchange or refund on unworn
merchandise if one changes ones mind. Proof of purchase is required for refunds.
Customer service center. Bata Shoe Company (Bangladesh) Ltd has a customer service
centre and the contact address is: Phone: +8802 9800501-5 Ext: 209

3.0 Mission & Vision

Bata Shoe Company has been successfully running for years with a mission and vision at the
heart of all its operations.
3.1 Mission
Introduction of a strong shoe line targeted to various market segments to maintain leadership
through increased market share.
3.2 Vision
To provide good quality shoes at an affordable price by keeping in mind the comfort that needs
to be there and providing new designs with it.
Figure 3: Factories of Bata Shoe Company (Bangladesh) Ltd.

Dhamrai Factory

Tongi Factory

3.3 Management of Bata Shoe Company (Bangladesh) Ltd.

Table: Management of Bata Shoe Company (Bangladesh) Ltd.
Name
Designation
Muhammad Qayyum
Managing Director
Yee Siew NG
Finance Director
M. Habibur Rahman
Head of Human Resource
Minhaz Ahmed Chowdhury
Production Manager
Qayyum Khan Mahbub
Purchase Manager
Ruhul Amin Molla
Non Retail Sales Manager
Carlos Arturo Zuluaga Sanchez
Product Development Manager
Omar Faisal Chowdhury
Logistic Manager
Bishwajit Roy
Retail Manager
Iraz Hasan Siddiqui
Merchandising Manager

3.4 Organogram of Bata Shoe Company (Bangladesh) Ltd.

3.5 Bata Business Types

Bata business policy is the segmentation of retail outlets according to profiles of different market
segments and the introduction of novel concepts. Bata retail store are categorized into four types:
City Stores
Bata city stores offer the urban customers a wide variety of current fashion footwear and
accessories. There are 25 city stores in Bangladesh, 16 in Dhaka Metropolitan area, others in
Chittagong, Sylhet, and in Mymensingh metropolitan area. These stores are established in prime
locations, and provide a high level of customer service, exclusive shoe lines with complementary
accessories and contemporary shopping environments are to discerning shoppers.

Figure 4: Bashundhara Mall Bata Store (city store)

Family Stores
Bata Shoe Company is undoubtedly the worlds leading family footwear chain. The company
offers a wide assortment of everydays fashion footwear. The products are primarily of the brand
Bata. Nevertheless very carefully selected articles from both local and international brands are
also marketed by the company. There are 60 family stores till date that has been successfully
operated all over the Bangladesh.

Bata Bazar
Bata Bazar is the largest display of Batas products among all others store concepts. It provides
the customers with broadest range of products and accessories possible. This concept was
introduced in 2003. They are ideally located in power centers commercial parks and outlet
centers with easy parking facilities. There are 73 Bata Bazars being operated.

Figure 5: Sadarghat Bata Bazar, Dhaka

Clearance Outlets
There are 3 Clearance outlets of Bata Shoe Company where discounted shoes are sold.

Figure 6: Discounted shoes at clearance outlet

3.6 SWOT Analysis of Bata Shoe Company (Bangladesh) Ltd.

Strengths

Weaknesses

High quality products

High Price

Strong brand image

Extensive product lines

More emphasize on quality rather than

design

Strong and mass distribution

network

Lack of promotional activities

Less effort to attract new customers

Wide range of associated bands

High cost structure

Skilled management employees

High import duties

Modern manufacturing facilities

High administrative cost

Potential target market

Opportunities

Wide assortment of products

offered

Better customer service

Rise in export

Threats

Apex is considered the biggest threats

Potential new brands like Bay Emporium

Counterfeiting of Bata Shoes in

uncontrolled locations

More emphasize on product quality

and design

Consumer perception regarding high

price

Strong retail store network.

High price due to high production cost

Neat & clean retail outlets:

Disruption of consistent supply

Trained salesmen

3.7 Current Marketing Mix

Product
Bata offers a number of product lines to the prospective consumers in the existing market, Bata
has a truly international team whose diversity of ideas to develop new style foot wear, shocks,
sneakers, etc. Bata has introduced huge product line of men footwear- shoes, sandal, sneakers,
shocks, women footwear, kids footwear and many other types of footwear line the company is
operating in the market. About half line of product the company imports and sells under the
franchising. Bata also sell ten international brands footwear at their retail shop.
Premium Collection

4ta has been delivering hand-crafted quality footwear over 100 years to maintain and build on
heritage of creating high quality, comfortable and stylish shoes.
Brands
Bata stores carry following shoe brands:
Ambassador

Bata

BFirst

Babby Bubble

Bata Light and Easy

Hush Puppies

Weinbrenner

Marie Claire

Bata Industrial

Bata and I

Nike

Power

North-Star

Bata Comfit

Sandak

Bubble Gummers

Scholl

Pata Pata

Bata Brands:

Hush Puppies:
Hush Puppies is the international brand, Bata uses the franchising power to supply the product in
the Bangladeshi market. The target customers of this model are rich people. Basically it is an
American brand

Weinbrenner:
The weinbrenner shoe line is made up of leather shoes and boots, style in low, mid, and high cut.
Cuts or design are directly fashion, but can include materials which help to feel comfort in doing
outdoor strong works. The shoes are casual in style closures generally with laces and eyelets,
sometimes supplemented with hooks, D-rings and straps with buckles.

Nike:
Nike is a worldwide famous and popular athletic shoe brand. Bata carries this brand as a
licensing. This brand is for a different segment of customers in Bangladesh. Though it is an
athlete shoe but in Bangladesh young generation wear it as a fashionable product. The target
customer of this product is higher income group people.

Power:
Power is also an athlete shoe which is considered as the alternative of Nike. Power shoes are
cheaper than Nike shoes. The target customer of this shoe is middle class people.

North-Star:
North-Star is a trendy shoe focused to the young customer group. This shoe is cheaper than Nike
and Power. This is considered as a seasonal product as the demand increase in winter.

Bata Comfit:
Comfit has an important feature in design and assembly of all the comfit shoes. This brand is
focused on both comfort and style of shoes. Unit rubber, PVC, PU or TRR sole are commonly
used in this brand. Get comfortable today is a tagline commonly associated with this range of
shoes.

Sandak:

Sandak is plastic made bata product for lower income people to use in every season of the year.
This shoe is also made for rough use for all level of customers.

Bubblegummers:
Bubblegummers is the leading childrens footwear brand in Latin America and has developed an
extensive presence in Asia and in Europe. Bubblegummers offers quality, comfortable, funny and
colorful shoes for the 0 to 9 old that assure the healthy growth of a childs foot.

Bata:
Bata is the old and own brand of Bata Shoe Company. But by the time being this brand is
updated to fulfill the customers demand.

Marie Claire:
Marie Claire shoes are for women with an active lifestyle who seek contemporary modern styles.
Marie Claire shoe stores successfully opened in Latin America and Asia. Bata Brands is the
trademark owner of Marie Claire for shoes worldwide (except in Japan and Korea).

Bata Industrials:
Footwear beyond Safety Bata Industrials is a specialized division of the Bata Group producing
industrial and work-related footwear, hosiery and accessories.

Scholl:
Scholl is a female brand which is focused for the school going girls.
Placement (Location)
Bata has a network of 242 retail outlets located strategically in different parts of the country this
extensive retail network is also supplemented by an equally extensive network of depots and
dealers. The retail outlets are segmented according to the profile of customer and different
market segments. According to the segmentation the three different types of outlets are:
Bata City: The City Stores incorporate spacious floor space allowing a comfortable shopping
experience, modern interior decor enriched with novel shelving systems, fittings, fixtures and
lighting. The city stores are established in prime location of metropolitan city. Among the 25 city
stores 16 are established in Dhaka and others in major business area.
Bata Bazar: Bata Bazar holds the largest display of Batas products consisting wide range of
assortment. It provides the customers with broadest range of products and accessories in a
different price range possible. But exclusive brands and products are not been sold here. This
concept was introduced in 2003.
Bata family: It is more a like a clearance outlet. Most of the products which are been sold here
are in sale.
These three types of stores are serving different segment of target market and adding a new value
in customer satisfaction.

Price
Bata use Price-Quality Leadership approach. They set the price based on value. In some country
they target high quality niche and in some country price sensitive segment. Everywhere they set
the price based on value they delivered.
Bata follow geocentric pricing techniques. According to the demographic features the local
pricing for Bata shoes for men, women and children is given bellow:

Category
Men Dress
Men Summer
Women Dress
Women Summer
Athletic Footwear
Children footwear
Sandak/Sandals

Table: Pricing of Bata Shoes

Highest
[BDT]
6990
4490
5490
2490
1390
290
120

Lowest
[BDT]
990
550
1390
690
12000
1290
90

Promotion:
Bata has put less effort in promoting their products. They think the 242 retail outlet throughout
the country helps Bata to do integral brand marketing. Other than that they are the official
clothing sponsor of Bangladesh Cricket team. However Bangladesh, Bata has done many
promotional activities like:

TVC

Electronic & Print Media.

Fashion show and several contest

Social Media like Face book , Twitter etc

Web based E-flyer , E-mail

Banners, Show cards , X- banners ,

Among all those promotional activities they have emphasized on outdoor advertising in
Bangladesh.

4.0 RESEARCH MECHANISM

4.1 Introduction
Footwear Industry is one of the promising sectors in Bangladesh. However, the country has
already been exporting finished leather and different kinds of leather products to the overseas
markets. These products also enjoyed considerable demand because of their high quality. The
main reason for this was the natural advantage of leather that Bangladesh produces. Recently, a
new opportunity has opened up to further diversify the range of Bangladeshs export base by
including footwear and other leather goods in the list of exports particularly to the European
Union (EU) market. At Present, Bata is dominating in the footwear industry in Bangladesh. Bata
Bangladesh is affiliated to the Bata Shoe Organization, the worlds largest footwear
manufacturing and marketing organization. Bata Shoe Company Started its operation in
Bangladesh in 1962, Incorporation in Bangladesh in 1972. Currently, Bata Bangladesh operates 2
manufacturing plant Tongi and Dhamrai, Bata Bangladesh is producing around 110,000 pairs of
shoes daily.
Batas strength lies in its worldwide presence. While local companies are self-governing, each
one benefits from its link to the international organization for back-office systems, product
innovations and sourcing. Although Bata operates in a wide variety of markets, climates and
buying power Bata companies share the same leadership points. Two important ones are product
concept development and constant improvement of business processes in order to offer
customers great value and the best possible service. Bata strives to supply the right products, at
the right time, at the right price, and in a manner that fulfils its service commitments to both
retail and wholesale customers. Historical strong presence in many developing countries
provides them with a deep understanding of the local cultures and needs. Therefore their position
entices them tackle concerns in priority with local initiatives in close partnership with specialists
on the field. However to stay closer to the customers and to fulfill the ever changing customers
needs, the customer assessment plays a significant role. So, the research is on customer
satisfaction assessment in footwear industry in Bangladesh based on Bata shoe company
Bangladesh ltd.

4.2 Background of the Study

Bata Shoe Company is the market leader in the footwear industry since its operation in
Bangladesh. The name Bata achieved such a position in the customers mind that whenever they
heard the name of Bata, a footwear with high quality comes into their mind. Bata has been
serving its customers with wide assortments of products for about five decades and doing it
successfully. It is very difficult to identify the customers class of Bata Shoe Company. Bata
touches almost every social class possible. Bata meets the footwear demands of the higher class
and lower class simultaneously. However to stay closer to the customers Bata shoe company
undertakes an assessment of the customers at a regular interval. Bata desires to fulfill the ever
changing customers needs, and to do so the outcome of the customer assessment plays a
significant role. Here the similar study undertaken with a permission of Bata Shoe Company to
get the feedback from regular customers. The questionnaire is taken from Bata shoe company
Bangladesh ltd to conduct the survey among the regular customers. This study is the analysis of
customer satisfaction of Bata Shoe Company which will help to analyze the customers level of

satisfaction with Bata products and stores. This study will try to compare Bata with other
competitors in footwear industry. It will help to get the knowledge of customers overall
shopping experience at Bata shoe stores.

4.3 Origin of the Report

Customer satisfaction analysis evaluates customers attitude and perception towards product of a
company. Bata Shoe Company, the largest footwear manufacturer and marketer in Bangladesh
conducts an assessment of customers satisfaction in a regular interval. The purpose of this study
is to measure the satisfaction level of the customers of the company. Due to the entrance of new
competitors, this assessment program has become an important tool to know the market
condition, customers attitude towards competitors products, customer shopping behavior and
experience at Bata store. In this research researcher try to analyze the customer satisfaction level
and give necessary recommendations.

4.4 Management Problem

Satisfying customers are the only way to stay competitive in todays marketplace. The balancing
act between what customers want and what company can provide must be optimized in order to
maximize companys long-term profits. Bata Shoe Company (Bangladesh) Ltd already is in a
good position in the consumer mind but by understanding the customer satisfaction level; it will
help the company to exceed the present level of customer satisfaction. The management
currently wants to have aspiration of knowledge of the customer satisfaction level of Bata
footwear users, and how to improve the level of customer satisfaction. That is why the researcher
is intended to conduct the research on customer satisfaction assessment of footwear industry in
Bangladesh based on Bata Shoe Company (BD) Ltd.

4.5 Research Problem

To stay closer to the customers Bata Shoe Company (BD) Ltd undertakes an assessment of the
customers at a regular interval. Bata desires to fulfill the ever changing customers needs, and to
do so the outcome of the customer satisfaction assessment plays an important part. To analyze
the impact of Batas marketing tactics have on its customers and whether these tactics are
effective or not are the major concerns. To assess what level of customer satisfaction, loyalty and
awareness they have can help to design future strategies to retain existing customers or to attract
and obtain new ones. For this study the research problems are as follows:

To find out the market prospect or potential of Bata Shoe Company (Bangladesh) Ltd.

To determine the customer satisfaction level of Bata Shoes Customers.

To identify the problem and give necessary recommendation to ensure the customer
satisfaction in order to retain existing customer and to attract new customer.

4.6 Problem statements

To survive in an ever growing industry, it is very important for any company to know its
customers level of satisfaction to the products and service provided by the company. The

company can take immediate action if customers needs identify clearly. Though Bata Shoe
Company has been running successfully over the years, as a member of an ever growing
footwear industry, it also has to understand the customers mind to take corrective measures to
improve the satisfaction level toward Bata shoe stores and Bata products. To stay at top in this
competitive market, continually shifting customers needs and requirements are required to
address and the problems related to customer satisfaction is necessary to assess. The statement of
the problem is Customer Satisfaction Assessment of Footwear Industry in Bangladesh: A Study
Based on Bata Shoe Company (Bangladesh) Ltd.

4.7 Research Objectives

The broad objective of the research is to assess the Customer Satisfaction of footwear Industry in
Bangladesh focusing on Bata Shoe Company (Bangladesh) Ltd. This has been broken into
following specific objectives:
4.7.1 Specific Objective

To examine the current state of Bata Shoe Company (Bangladesh) ltd in the market.

To analyze the current state of Bata shoe company (BD) Ltd and Bata Brands in
customers mind (TOM).

To analyze the impact of Convenient Store Location in customers mind.

To analyze the impact of Quality of shoes in customers mind.

To analyze the impact of Comfort of shoes in customers mind.

To analyze the impact of Knowledge of the staff in customers mind.

To analyze the impact of Fashionable style offered by the store in customers mind.

To analyze the impact of Brands of shoe offered by the store in customers mind

To analyze the impact of Selection of colors, style and sizes of shoes and handbags in
customers mind.

To analyze the impact of Advertising in customers mind

To analyze the impact of Layout and design of store in customers mind

To identify customer satisfaction level of Bata and compare Bata with other store.

4.8 Scope
To achieve the objective it is needed to collect data from customers within the country. But for
time, cost, and other limitations only the Dhaka city and is surroundings are considered for

collecting data. For achieving the objectives, the study will be focused on the quality, price,
comfort ability, and other criteria of Bata shoes as well as the competitive position with Apex,
Jennys, Bay and other competitors. While doing so it will also identify the limitations and the
weaknesses of the issue. The researcher will be focusing on the customer satisfaction level for
Bata Shoe Company (to what extent they are satisfied) concentrating Dhaka city.

4.9 Limitations
Adequate efforts have been taken to accomplish the research according to the objectives. But as
the research is both time and cost consuming therefore it was not possible to cover more
additional areas, which would obviously give better result.

The type of the study required a detail interview of consumer at market place. Thereby a
tremendous difficulty was faced in getting access to them as they are very busy. Many
times the respondents were found after answering few questions left the interview, which
resulted in discontinuity in interview and the wastage of time and effort. Also, the
interview was conducted only on the footwear customers of Dhaka city for the time limits
of internship periods.

The respondents lack of understanding of the purpose of the study was a major limitation
when conducting the questionnaire survey. It had to explain the nature of the study and
the purpose of a number of questions several times to a number of customers.

In spite of prior sincerity, some mistakes can be occurred. The responsibilities are admitted for
those inadvertent mistakes, if there will any. Also adequate efforts have been taken to accomplish
the project according to the objectives.

4.10 Benefits of the Study

To survive in an ever growing industry, it is very important for any company to know its
customers level of satisfaction to the products and service provided by the company. This
research will facilitate Bata Shoe Company to know the present market situation and what
customers want from company. It will provide information about customer perception about
Batas quality, price, customer service etc. This study can help Bata understand what level of
consumer satisfaction and awareness they have. This information can help to design future
strategies to retain existing customers or to attract and obtain new ones. Finally, this research
study can be considered a general guideline for other organizations in the industry who hope to
do research on customer satisfaction and factors that affect customer satisfaction.

5.0 Literature Review

Customer Satisfaction
Everyone knows what satisfaction is, until asked to give a definition. Then, it seems, nobody
knows. This quote from Richard L. Oliver (1977), respected expert and long time writer and
researcher on the topic of customer satisfaction, expresses the challenge of defining this most
basic of customer concept. Building from previous definitions, Oliver offers his own formal
definition: Satisfaction is the consumers fulfillment response. It is a judgment that a product or
service feature, or the product or service itself, provides a pleasurable level of consumption
related fulfillment.

The word satisfaction first appeared in English during the thirteenth century. The word
satisfaction itself is derived from the Latin satis (meaning enough) and the Latin ending - faction
(from the Latin facere - to do/make). Early usage centered on satisfaction being some sort of
release from wrong doing. Later citing of the word emphasis satisfaction as a release from
uncertainty (The Oxford Library of Words and Phrases, 1993). Modern usage of the word has
tended to be much broader, and satisfaction is clearly related to other words such as satisfactory
(adequate), satisfy (make pleased or contented) and satiation (enough). The difficulty faced when
trying to define any word is that the meaning often depends on the context in which the word is
used. In a marketing context, satisfaction is used to have a more specific meaning. It appears
that there are two basic approaches adopted in attempting to define the concept of customer
satisfaction. Satisfaction can be viewed as an outcome of a consumption activity or experience;
however, it is also represented as a process.
Currently, the most widely adopted description of customer satisfaction is that of a process; an
evaluation between what was received and what was expected (Oliver, 1977, 1981; Olson and
Dover, 1979; Tse and Wilton, 1988). By looking at satisfaction as a process, these definitions
concentrate on the antecedents to satisfaction rather than satisfaction itself. Consequently, much
research effort has been directed at understanding the cognitive processes involved in satisfaction
evaluations. This strand of theory appears to have origins in discrepancy theory (Porter, 1961)
and a number of authors have, over the years, used some form of comparison to model
satisfaction. Early contributions include Contrast Theory (Cardozo, 1965; Howard and Sheth,
1969), which supposed that consumers would exaggerate any contrasts between expectations and
product evaluations. This was developed into assimilation-contrast theory (Anderson, 1973).
Many studies support the occurrence of assimilation (Olshavsky and Miller, 1972; Olson and
Dover, 1979). Customer satisfaction, a business term, is a measure of how products and services
supplied by a company meets or surpass customer expectation. It is seen as a key performance
indicator within business and is part of the four perspectives of a Balanced Scorecard. In a
competitive marketplace where businesses compete for customers, customer satisfaction is seen
as a key differentiator and increasingly has become a key element of business strategy. There is a
substantial body of empirical literature that establishes the benefits of customer satisfaction for
firms.
A further point concerns expectations that are defined differently in the satisfaction and quality
literature. In the satisfaction literature expectations reflect anticipated performance (Churchill
and Suprenant, 1982, p. 492) made by the customer about the levels of performance during a
transaction. On the other hand, in the service quality literature, expectations are conceptualized
as a normative standard of future wants (Boulding, Kaira, Staelin & Zeithami, 1993). These
normative or ideal standards represent enduring wants and needs that remain unaffected by the
full range of marketing and competitive factors. Normative expectations are therefore more
stable and can be thought of as representing the service the market oriented provider must
constantly strive to offer (ZeIthaml, Berry & Parasurama, 1993).
Assuming that the customer is capable of evaluating the service performance, the result is
compared to expectation prior to purchase or consumption (Oliver, 1980). In the past,
corporation did not pay much attention to customer satisfaction but were focused more on
attracting new customers to expand their market share. Now, due to lower sales resulting from
product maturity, corporations are turning around to stabilizing their existing customers to ensure

their market share (Dhabolkar & Thorpe, 1994). Thus the concept of customer satisfaction is
under further scrutiny. For the current study, the definition put forward by Oliver will be the
construct, as it is the most appropriate for the selected study.
Its not good enough to go to your customer after you have sold them the product and ask them
how satisfied they were. What you need to do is go to your customers before you develop the
product or service and find out what is important to them. (Arnold Weimerskirch, November
1997) As this comment illustrates, satisfying customers begins the moment an organization
decides to market a product, a service, or a product and service bundle. This article describes a
measurement process for assessing and predicting customer reactions to the features included in
the product/service bundle. Efforts to improve customer satisfaction often lead companies to the
conclusion that products or services need to be redesigned, because no lesser action truly
satisfies. Further, companies are motivated to introduce new products and services by changes in
available technology, by competitor initiatives, and by the classic business desire to reap the
profits of an effective differentiation strategy.
Measuring Customer Satisfaction:
Organizations are increasingly interested in retaining existing customers while targeting on new
customers; measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the
state of satisfaction will vary from person to person and product/service to product/service. The
stat of satisfaction depends on a number of both psychological and physical variables which
correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction
can also vary depending on other options the customer may have and other products against
which the customer can compare the organizations products.
Because satisfaction is basically a psychological state, care should be taken in the effort of
quantitative measurement, although a large quantity of research in this area has recently been
developed. Work done by Berry, Brodeur between 1900 and 1998 defined ten Quality Values
which influence satisfaction behavior, further expanded by Berry in 2002 and know as the ten
domains of satisfaction. These ten domains of satisfaction include:

Quality

Value

Timeliness

Efficiency

Ease of Access

Environment

Inter-departmental

Teamwork

Front line Service Behaviors and

Commitment to the Customer and Innovation.

Customer satisfaction survey is a widely used method in footwear industry (Cohen et al. 2008,
Lombarts et al. 2009). Customer satisfaction measurement is fundamental to effective delivery of
services (Atila and Mike, 2009). Bata Shoe Company conducts this assessment package
internationally to ensure the better service to the customers. Basically this assessment package
has been conducting in Bangladesh for the last few years using the same process which is
conducted internationally. Customer assessment package measures the customer satisfaction on
Bata products. The end-user of Bata products are mainly the respondents of this research.

6.0 Research Methodology

6.1 Types of Research
This research is a quantitative exploratory research, as it is an initial research conducted to
clarify and define the nature of a problem. It is qualitative as the results of this research focuses
on words and observations, instead of numbers and mathematical analysis. At first an exploratory
research has been conducted to define the nature of the problem. Then conclusive research
through qualitative methods has been carried out.

6.2 Basic Research Method

This section has described the basic research plan of the study. It has specified all the procedure
necessary to solve the research questions and hypothesis. The basic research method in this
research will be survey method with a formatted online questionnaire provided from Bata
Regional Head office. An observation method will not produce expected result. As experiment
study is costly so it will not be undertaken.

6.3 Conceptual Framework

Customer assessment package is conducted by Bata considering some factors relevant to
customer satisfaction. These are considered as independent variables whereas customer
satisfaction is dependent variable. The independent variables are product price, product quality,
product design, store design, salesmen behavior, advertisement, competitors marketing policy,
seasonal variation, product availability, brand loyalty etc. These factors influence the satisfaction
level of customers at Bata and Bata products. From the comparison of different attributes or
features the customer satisfaction towards Bata will be assessed.

6.4 Model Development

Graphical Model:
Independent Variables

Dependent Variable

6.5 Type of data

This research will not be focusing on any secondary data, as no such preview research has been
conducted in context of Customer Satisfaction Assessment of Bata Shoe Company (Bangladesh)
Ltd. This research will work with only primary data based on exit interview.

6.6 Data Collection Procedure

Data is collected through survey method. For the survey method, personal interview was
conducted. A questionnaire is kept in hand of the interviewer to aid the interview process. A
personal interview is a form of direct communication in which an interviewer asks respondents
questions in a face-to-face situation. Verbal explanations were provided to the respondents who
faced any problems answering the questionnaires. Informal interviews were also held with
Customers. After collecting primary data we uploaded the real time data into the customer
satisfaction assessment software to generate the analysis.

6.7 Sampling Plan for the Research

Sampling is an important component for a research design. It is the process of using a small
number of parts of a larger population to make conclusions about the total population. For this
research the following steps in the sampling design process was followed:

Target population
Sampling frame
Sampling Technique
Sample size and
Execution

6.7.1 Target Population

The target population of this research is Footwear customers of Bata. Population is a collection
of all possible individuals, objects, or measurements of interest. It is a set of entities concerning
which statistical inferences are to be drawn, often based on a random sampling taken from the
population. All consumers in the country are the concern population. But due to time and
resource constraints the consumers in Dhaka city are considered as the population.
6.7.2 Sampling Frame
There is no such sample frame is available for this research. Bata customers of all ages and sexes
were considered.
6.7.3 Sampling Method
The study consists of footwear customers of Dhaka city and its surroundings. Simple random
sampling technique was used for sampling.
6.7.4 Sample Size
The sample size of a statistical sample is the number of observations that constitute it. It is
typically denoted by n, a positive integer (natural number). Typically, all else being equal, a
larger sample size leads to increased precision in estimates of various properties of the
population. Here in this research the sample size is n = 269 but for some limitations (time,
recourses, etc.) and convenience, total number of 269 respondents data was collected. The
survey was conducted from 11 stores of Bata outlets in Dhaka city and its surroundings.
6.7.5 Executions
Questionnaire survey according to sampling plan through personal interviews with randomly
selected sampling units was conducted. However verbal explanations were provided to the
respondents who faced any problems answering some questions from the questionnaires. Later
Data were uploaded into the customer satisfaction assessment software through real time data
uploading. This was connected through real time online connection with regional head office of
Bata Shoe Organization.
6.7.6 Data Analysis and Interpretation
After collection all the primary data, those are analyzed following ways:
Statistical Analysis: The primary data from the questionnaire is placed in the customer
assessment software through real time data inputting. The analysis was produced automatically
through Chi Square test, Correlation analysis, Frequency distribution, pie chart, bar graph are
used to analyze data. All this analysis is done through the use of SPSS for Windows software.
These analysis is done through the customer satisfaction assessment software from the regional
headquarter based on the exit interview. The software is connected with the regional head office
through real time data input from the different city and family stores in Bangladesh.

7.0 Analysis and Data interpretation based on Exit Interview Survey

Location of the surveyed stores:
The research was conducted at several stores of Bata shoe company (Bangladesh) Ltd. Stores are
including 4 city stores and 7 family stores. The following is the list of stores:

Gulshan 2 City Store.

Farmgate Family Store.
Mirpur Family Store (Beside prince plaza).
Bata Factory Gate Family Store.
Rapa plaza city store.
Balaka 1, Family Store, New market.
6/B, B Gulisthan Family Store.
Shawrapara , Family Store .
Uttara south, City Store.

7.1 Gender of the respondents:

The sample size was 269 out of the sample size male are 144 and female are 125 .this signifies
that out of total sample size 53% respondent is male and 47% respondent are female .
7.2 Market positioning of Bata Shoe Company (Bangladesh) Ltd:

The market positioning of Bata shoe company (BD) Ltd. is very much higher according the
graphical findings of the research. The sample size was 269 between the sample size 25
customers chose Bata as established competitor and the rest 244 customers choose Bata as a
market leader. So we can conclude customers consider Bata Shoe Company (BD) as a market
leader in the country.
7.3 Frequency of store refurbishment:

The frequency of store refurbishment is to ensure the level of activity of renovation department
of Bata Shoe Company (BD) ltd. Because renovation contribute to ensure the customer
satisfaction level. If the store is renovated frequently it improves the stores appearance to
customers and customers are attracted to visit and buy the shoes. This pie chart shows that
almost 99% stores are refurbished within 0 to 2 years and the rest 1% stores are refurbished
within 2 to 3 years. This means almost 100 % stores are refurbished every year. So it ensures the
customer satisfaction because customers always want upgration as well as modern designs and
outlook. So it means Bata shoe company (BD) Ltd is concerned about the frequent renovation of
the stores.
7.4 Top of Mind Awareness (TOMA)
Related Question

When you think of footwear store chains, which are the first three that come to mind?

The bar graph have shown the top of mind awareness in a customers mind when a customer
think of a footwear store.
Bata is considered as the 1 preference by the customer because out of 81% customer out of
100% respondent (187 customers out of 230) choose Bata as TOM 1, 13% customer out of the
100% respondent choose Bata as TOM 2 and 4% customer choose Bata as TOM 3.so it means
that customers are intended to consider Bata as the market leader as the higher percentage of
customer mention as TOM 1.
st

Apex is considered as the 2 preference by the respondents18% customer consider apex as TOM
1 (16 customers out of 92 customers) , 76% customer consider apex as TOM 2 ( 70 customers
nd

out of 92 customers ), 7% customer mentioned apex as TOM 3 ( 6 customers out of 92 customers

).
Bay Emporium is considered as the 3 preference by the respondents 11% customer consider Bay
as TOM 2, 70 % customer consider Bay as TOM 3. There is 0% customers response regarding
Bay that it is not in TOM 1 position.
rd

Jennys is considered as the one of the upcoming footwear retail brand in the country. 10%
customer consider jennys as TOM 1, 26% customer consider jennys as TOM 2 , 63% customer
consider jennys as TOM 3 .
Along with these there is also a high percentage of customer willingness to buy from outside
market as well as from unorganized market like elephant road, polwel market, various local
markets in different areas and other foreign imported merchandise etc.
7.5 How did you hear about Bata shoe company (BD) Ltd:

Customer has come to know about Bata shoe company (BD) Ltd through various ways. Bata is
an international brand and it has its own strategies to draw the attention of its customers. This bar
graph shows that 1% customer mention that they hear about Bata brand through its advertising,
34.6% customer mention that they know about Bata from word of mouth like peer influence,
64% customer mention that they know about Bata from their own experience .so we can
conclude that higher percentage of customer use Bata footwear and their experience is positive
about Bata and they are the loyal customer of Bata shoe company (BD) Ltb. This is a good sign
of customer satisfaction level also.
7.6 How many times customers visited the footwear stores in the last 6 months:

How many times customer visited the footwear retail chain stores means that customers visit
stores frequently on the basis of willingness to buy and customers perception and liking towards
the store of a particular brand. This bar graph shows that there is a higher trend of customers to
visit Bata stores rather than other competitors. Customer visit Bata stores more frequently. That
is why we can conclude that customers are satisfied with the stores of Bata Shoe Company (BD)
ltd.
7.7 How many pairs of shoes bought by a customer in the past 6 months:

How many shoes are bought by a customer in the last 6 months signifies that customers buying
pattern as well as their buying behavior in the last six months to assume the customers frequency
to buy. According to this pie chart 8.3% customer did not buy any pair of shoe, 33.5% customer
bought 1 pair of shoe, 26.5% customer bought 2 pairs of shoe in the last six months, 12.2%
customer bought 3 pairs of shoe in the last six months, 6.5% customer bought 4 pairs of shoe in
the last six months , 4.3% customer bought 5 pairs of shoes in the last six months , 1.7%
customer bought 6 pairs of shoe in the last six months ,1.7% customer bought 7 pairs of shoe in
the last six months ,1 % customer bought around 8 to 9 pairs of shoe in the last six months , 3.5%
customer bought 10 pairs of shoe in the last six months . So we can conclude that the higher
percentage in the pie chart meaning that customers buying pattern is positive and better than the
competitors.

7.8 How much customers want to spend on an average:

This bar graph shows the how much customer is willing to buy on an average. This is very
important to know the level of customers intention to spend to buy a pair of shoe. The sample
size is 269 out of the sample size 10 respondents mention they want to spend BDT 500 on an
average for a pair of shoe, 18 respondents mention that they want to spend BDT 600 to 700 on an
average for a pair of shoe, 22 respondents mention they want to spend BDT 800 on an average,
42 respondents mention they want to spend BDT 1000 on an average to buy a pair of shoe, 39
respondents mention they can spend BDT 1200 for a pair of shoe , 36 respondents mention that
they want to spend BDT 1400 to buy a pair of shoe , 29 respondents mention that they want to
spend BDT 1600 on an average for a pair of shoe , 24 respondents mention that they are willing

to buy BDT 1800 for a pair of shoe , 10 respondents mention that they are willing to spend BDT
3000 on an average for a pair of shoe

7.9 Factors to decide which footwear brand to buy:

Factors to decide which footwear to buy because this is one of the most important factors from
where customer should buy. This bar graph determines the factors which a customer want to
judge before buying the footwear from any retail footwear store. According to this bar graph it is
measured by five point scale where 1 is poor , 2 is fair , 3 is average, 4 is good , 5 is excellent .
So long lastingness of footwear, comfort of footwear, value for money, trendy and fashionable

design and international footwear brand these variables are above on the level 4 scales so all of
the variables have passed the level of goodness to excellence.

7.10 Brands customers purchase frequently:

This bar graph signifies which Bata brand is sold at a higher level . which bata brand is the most
desired brands by the customer .This bar graph shows that customer buy bata brand as they first
prefer . The higher the bar means the high range of sales . Then North star , Marie claire, Bata
comfit, Power, Patapata ,B-first, Ambassador , Bata and more ,Sandak , Toughees , Baby

Bubbles etc are also the desired selling brands to the customers .so we can conclude that Bata
shoe company (BD) Ltd should monitor a close concentration to sustain the growth of the brands
that are operated by Bata Shoe company (BD) Ltd.
7.11 Performance of a Bata store :

Performance of a bata store means the layout , design , outlook , in store display, store
decoration, salemen helpfulness, behabior of the store manager, location of the store , abailability
of merchandise , abailability of premium brands etc .in this char all the variabls are measured by
a 5 point scale where 1 is poor and 5 is excellent . above in the graph all most all the variables
are within the range 3 to 4 that means average to good . location covenience , available
merchandise , attractivness of window display these are higher than other variabls . so we can
conclude bata store is maintaing the customer satisfaction through monitoring the important
factors . Here all most all the variables are within the average to good (3 means average, 4 means
good). So we can conclude that Bata should improve the performance of store by improving the
significant services which are the contributing elements to improve the store performance to stay
at top in the footwear industry

Comparison of performance between Bata store and Apex store

7.12 Performance of an apex store:

Performance of an apex store symbolizes that performance is measured by the various variables
like attractiveness of window display , pleasant shopping environment , in store promotion , low
price offered , range of brands, in store assistance , location convenience etc .Performance of an
store is the most important factor which plays the vital role to determine the customer
satisfaction by the competitors of Bata shoe company (BD) Ltd. this Bar graph shows the
important factors are maintained by the competitors that can be improved by Bata to stay at top

in the industry competition . Here all most all the variables are within the of average to good (3
means average, 4 means good). So we can conclude that apex is improving the performance of it
stores to overcome other competitors in the footwear industry.
7.13 Perception about Bata that comes to mind:

This bar graph explains the customers perception regarding Bata shoe company (BD) Ltd. This
graph explains the percentage of the trend which is measured by the customers survey held at
the store. Out of the 100% sample size 29% customer mention Bata is modern, 48% customer
mention Bata is likable, and 16% customer mention Bata is honest and fair, 40% customer

mention Bata is a leader, 39% customer mention Bata is innovative, 23% customer mention Bata
is a part of their life, 3.2% customer mention Bata is ethical, 15% customer mention Bata is a
brand which recommend to others, 4% customer think Bata has a personal touch. So we can
conclude that Bata shoe company (BD) Ltd is likable, is modern, is a leader , is innovative etc
with higher bar in the graph . So it means Bata emphasizes on customer satisfaction to ensure
delivering the best footwear quality.
7.14 Possibility to visit Bata store in future:

This pie chart explains the customers possibility of revisit into a Bata store again by a customer.
This means customer are willing to revisit a Bata store when they are satisfied with the product
quality , assistance of salesman ,convenient store location , premium brand range , pleasant store
location etc . in this chart 1% customer mention that they are not likely at all to revisit at Bata
store, 5% customer mention they are slightly likely to come again, 20% customer mention they

are moderately likely to visit Bata store in future, 51% customer mention that they are very likely
to come again in future at Bata stores, 24% customer mention they are extremely likely to visit
Bata store in the future. So we can conclude 75% customer will be visiting Bata store on a
frequent basis.
8.0 FINDINGS OF THE ANALYSIS, CONCLUSION AND RECCOMENDATIONS

8.1Findings

The name Bata achieved such a position in the customers mind that whenever they heard
the name of Bata, a footwear with high quality comes into their mind. From the survey it
is found that when people are asked about Bata they refer to the quality of shoes those
they are using from childhood.

Why Bata is the first brand that comes to potential customers minds when they think of
purchasing footwear is because of Bata has a huge brand presence in Bangladesh due to
its long time operations and its quality is seemed to be reliable. These combine to form
the reason. This high TOMA level helps to maintain customer loyalty as the customers
prefer to fall back on the brand they know.

Value for Price offered by the store is an important factors to the respondents those was
surveyed. Value for money offered by the store has impact on Customer satisfaction.
Based on the quality of Bata most of the people said Batas price is fair reasonable than
the others. Although there are some shoes which are highly priced by Bata, but those are
of posh quality. To maintain the higher quality prices are little high.

Convenient store location is an important factor to the customer for purchasing shoes and
for this case Bata obtains more remarks than others. From the study it has found that
there is a significant relationship between Store location and Customer Satisfaction. Bata
is the largest retail footwear company in Bangladesh as well as in the world. There is a
strong network of retail outlets in everywhere of the country, which is a positive aspect of
Bata.
Bata is in a leadership position in the footwear industry for providing quality products,
the findings suggest that, Quality of shoes is an important factor to the respondents those
were surveyed. Almost 97% respondents were agreed with the fact that Quality of Shoes
has impact on customer satisfaction and they are more or less satisfied with the quality of
Bata.

The findings suggest that, comfort of shoes is an important factor to the respondents
those were surveyed. Respondents were strongly agreed with the fact that Comfort of
Shoes has impact on customer satisfaction. Bata has a strong team who always work for
the development of the products.

Fashionable Style is an important factors to the respondents those were surveyed. Now a
days people are more fashion concern that is why they agreed with the fact that
Fashionable Style has impact on customer satisfaction. From the comparison it is found
that Bata is lacking in this very criteria than the competitors.

Selection of colors, styles and sizes is an important factors to the respondents those were
surveyed. Respondent were more or less agreed with the fact that Selection of colors,
styles and sizes has impact on customer satisfaction. From the analysis it has found that
Selection of colors, style and sizes and Customer satisfaction are positively related.

Brands of Shoes offered by the Store is an important factors to the respondents those
were surveyed. Respondent were more or less agreed with the fact that availability of
Brand shoes is important to them and has a positive impact on customer satisfaction. Bata
serves to the customers with rich collection of brand shoes.

Advertising is a communication tool used to promote the product to the customers; it has
a positive impact on customer satisfaction. Bata advertises its products through different
media like electronic & print media, television commercials, new arrivals, fashion shows,
social networking facebook, twitter etc. Bata Bangladesh is maintaining modern
strategies to ensure mass marketing as well as huge brand awareness. Bata shoe company
(BD) Ltd is increasing its number of seasonal TVC.

Layout and design of store is an important factors to the respondents those were
surveyed. Layout and design of store has impact on customer satisfaction. Bata
renovation department works to design the stores layout. Customers are satisfied with
Bata stores layout and design. That is admirable. Bata displays posters, pictures, and pop
in the retail outlets.

Finally, from the analysis it has found that Bata provides superior value to the customers
in quality of shoes stores location, comfort ability of shoes, promptness of service from
salespeople, friendliness of service from salespeople, salespeoples product knowledge,
promptness of service at cash register, display of shoes at window/front of the store,
display of shoes in the interior, cleanliness and orderliness of the store, and layout and
design of the store. All of these bring Bata close to the customer with desired satisfaction.

8.2 Conclusion
Here the study tried to find out customers satisfaction of Bata store and other shopping stores.
There are some emerging shoe stores in Bangladesh which have already gained customers
loyalty in footwear products. The study compared the Bata shoe company with other emerging
shoe brands such as Apex, Bay Emporium, Jennys, Pegasas, and many unorganized shoe stores
like at Elephant road. Bata Shoe Company compared with these other shoe stores on some
factors. .The finding of the study is that Bata Shoe Company is in a better position in the market
place than the competitor except serving customers up to date stylish and trendy shoes. Bata has
loyal customers group who buy Bata only for its quality. From the research it can be definitely
surmised that the hypotheses were largely accurate. The results from the questionnaire survey
and the statistical analysis both support the theory that the consumer base of Bata is composed of
customers who are more or less satisfied. However, Bata does need some modifications in its
marketing tactics regarding attracting new customers and service offerings to the older ones.
Bata should not take the brand loyalty for granted and should take specific steps to ensure that
they can hold on to the lucrative customer base they have while focusing on a few informational
tactics to inform potential customers. Bata is in a secure position right now regarding customer

satisfaction, loyalty, and the strategy they follow seems to be effective. They do not need to go
through any major overhauls, but, a few tweaks here and there can improve upon their current
position and secure them as the market leader in times to come.

8.3 Recommendations
From the research it is evident that Bata has a large loyal customer base throughout Dhaka city
who are more or less satisfied with Batas products and services. For now it seems that word of
mouth and brand recognition are in a quite secure position. However Bata can take some steps to
improve their customer relationship and to attract new, potential customers.
Bata fails to reflect up to date fashion shoes for its customers. Customers think that other
competitors always bring fashion shoes for the customers. If Bata can bring up to date
products in the market place, the sales return of the company undoubtedly increase into
double. It is also recommended that Batas market share will increase by up to date
fashion shoes.

Bata can introduce an after sale service program where customers are allowed to provide
feedback on their purchasing and consuming experience. For this Bata can introduce a
claim settlement department where each and every customer can register complains and
frequent customer service monitoring by the Store manager.

Bata should have focused more on customer services. Bata has good brand awareness but
their lack of promotional activity causes many of the new offering unnoticed. To
overcome this difficulty Bata can introduce brochures (direct mail), news paper ad
regarding their new arrivals and price discount scheme.

Bata should initiate their loyalty program where the customer who will join the loyalty
program will get loyalty card and will enjoy certain privileges. Facilities such as advance
online booking, special after sale service and longer guarantee period than the usual one
etc can be included on the loyalty card.