A DISSERTATION REPORT ON “EFFECTIVENESS “EFFECTIVENESS OF MARKETING COMMUNICATION TOOLON CONSUMER DECESION ON FOOT FO OTWEA WEAR R BAT BATA” Submitted by HIMANSHU RANJAN in partial fullment for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Doon Business School Global 122Mi, Behind Pharma City, Selaqui, Dehradun-2481, !ttara"hand
1
#uly 214
CERTIFICATE
"EFFECTIVENS NSS S OF MARKETING MARKETING Certifed Certifed that this Report Report titled titled "EFFECTIVE COMMUNICAITON TOOL ON CONSUMER DECESION ON FOOTWEAR BATA " is the bonafde work o Himanshu Ranjan ( Roll No
)
who
carried out the work under my supervision. Certifed urther that to the best o my knowlede the the work work repor eporte ted d her herein ein does does not not orm orm part part o any any othe otherr thes thesis is or dissertation on the basis o which a deree or award was conerred on an earlier occasion on this or any other candidate.
2
#uly 214
CERTIFICATE
"EFFECTIVENS NSS S OF MARKETING MARKETING Certifed Certifed that this Report Report titled titled "EFFECTIVE COMMUNICAITON TOOL ON CONSUMER DECESION ON FOOTWEAR BATA " is the bonafde work o Himanshu Ranjan ( Roll No
)
who
carried out the work under my supervision. Certifed urther that to the best o my knowlede the the work work repor eporte ted d her herein ein does does not not orm orm part part o any any othe otherr thes thesis is or dissertation on the basis o which a deree or award was conerred on an earlier occasion on this or any other candidate.
2
C$%&'%&S
TOPIC
PAGE
CHAPTER I
NO. 50617
1( )%&*$D!C&)
%$50
1.1 Significance of the stud
57
1.2 Re!ie" of #iterature
58
1.3 O$%ecti!es of the Stud
1&
1.& 'ethodo(og
1/
1.) #i*itations of the stud
17
CHAPTER II
18623
2( *'S'+*C D'S)G%
18
2.1 T+es T+es of research design
18
2.2 ,ata co((ection fro* secondar source
18
2.3 ,ata co((ection fro* +ri*ar source
18
2.& Sca(ing techni-ues
25
2.) uestionnaire de!e(o+*ent and re-uisitions
21
2./ Sa*+(ing techni-ues
23
2.0 ie(d "or
23
CHAPTER III
2&6&5
( D+&+ +%+./S)S
2&
3.1 ,e*ogra+hic +rofi(e of the res+ondent
2&
3.2 ,ata Ana(sis
20
3.3 CH S-uare Ana(sis
30
3.& Corre(ation Ana(sis
38
CHAPTER I4
&1
0)%D)%GS +%D S!MM+*/
&1
3
CHAPTER 4
&26&3
C$%C.!S)
%$&2
B)B.)$G*+P/
&2
C+P&'* 1 )ntroduction
9ata India is a foot"ear *anufacturing co*+an incor+orated in 1831.The Co*+an "as ear(i ear(ier er no" no"n n as 9ata 9ata shoe shoe Co*+ Co*+an an "hich "hich (ater (ater in 1803 1803 change changed d the the na*e na*e to B+&+ )%D)+.
The The co*+ co*+an an *anu *anufa factu cture ress foot foot"e "ear ar for for *en: *en: "o*e "o*en n and and chi( chi(dr dren en.. The The co*+ co*+an an *anufactures shoes of !arious -ua(it such as (eather: ru$$er: can!as and P4C shoes.
Bata Grou3 has orldide 3resence across 5 continents, ser6in7 1 million customers 3er day and o3eratin7 4, retails stores 7lobally(
Prio Priorr to inco incor+ r+or orati ation on of 9ata 9ata foot foot"e "ear ar "ere "ere *anu *anufa factu cture red d $ hand handicr icraf afts ts and and s*a(( s*a(( enter+rise sectors. The co*+an started "ith its s*a(( o+eration unit at ;onnagar
Curre Current nt( ( it has has fi!e fi!e facto factorie riess (ocat (ocated ed at 9ata 9atanag nagar ar <"es <"estt 9eng 9enga(= a(=:: 9ata 9ataga gan% n% <9ih <9ihar ar=: =: arida$ad
9)S)$%
*aret dri!en dri!en *anufac *anufactur turer er and distri distri$ut $utor or:: "ith "ith Gro Gr o as dyna dynami mic, c, inno inno6a 6ati ti6e 6e and *aret foot foot"e "ear ar indu indust str r "hi( "hi(ee *ain *ainta tain inin ing g a commi commitme tment nt to the countr country, y, cultur culturee : and en!iron*ent in "hich the coo+erate.
M)SS)$%
&
&o be success:ul as the most dynamic, :le;ible and mar"et res3onsi6e or7ani
1 S)G%)0)C+%C' $0 &' S&!D/ > •
Gone are the days hen consumers ere least bothered about their :ootear and ore hate6er as o::ered to them . No" the need a strong and sustaina$(e $rand
"hich can offer sound tangi$(e $enefits: foot"ear "hich is dura$(e: co*forta$(e as "e(( as st(ish that can enhance their (oos. •
India is standing on the thresho(d of a retai( re!o(ution and "itnessing fast changing retai( scenario: "ith foot"ear *aret set to e?+erience +heno*ena( gro"th in co*ing ears. 9esides: the entr of nu*erous internationa( +(aers had a significant i*+act on the Indian foot"ear *aret and the de*and for it "i(( continue to gro" in future as "e(( according to the @Indian oot"ear 'aret orecast 251&.
•
Acco Accord rdin ing g to the the (ates (atestt stud stud on the the secto sector: r: Indi Indian an foot foot"e "ear ar indu industr str +osse +ossess ss significant +otentia( "ith o!era(( *aret antici+ated to gro" at a CAGR of around 8B during 25116251&.
Bata )ndia is the (argest co*+an for the 9ata Shoe Organiation in ter*s of sa(es
+airs and second (argest in ter*s of re!enues. =ith 125 stores across the country, it also has the idest retail netor"(
The co*+an en%os the highest *aret share in India and this is e!ident fro* the fact that the tota( retai( +resence of the co*+an current( is *ore than thrice that of its c(osest co*+etitor co*+etitor #i$ert #i$ert.. Bata has o6er 15> mar"et share in the or7ani share in unor7ani
Bata is still the 3ioneer in the or7ani
a("as a("as endea! endea!ors ors to fu(fi(( fu(fi(( the de*and de*and of the consu* consu*ers. ers. The state*e state*ent nt of the
)
co*+arati!e stud of the *aret +otentia(( and consu*er +erce+tion "ith the s+ecia( reference to gents shoes: (adies and ids shoes.
•
$ur research hi7hli7hts the chan7ed consumer?s beha6ior toards Bata . 9ata has
a("as no"n for its Ha"aii cha++a(s targeting u++er *idd(e and *idd(e c(ass. 9ata (ags in ter*s of inno!ation and design +atternsD toda "e can see that the design of the shoes offered $ 9ata is not *atching "ith the acce+tance of the consu*ers. 9ata India #td. )n 1@@ shi:ted its :ocus :rom u33er middle to 3remium se7ment hich brou7ht them into di::iculty . #ater the ca*e u+ "ith ne" $rands under 9ata
as Hush Pu++ies: 'arie C(aire: 9u$$(e gu**er etc.
•
Toda is the "or(d of techno(og: e?tensi!e use of *areting strategies is needed $ the co*+an in order to create its i*age in the *inds of the custo*ers. Ta(ing a$out 9ata: the do not do aggressi!e *areting to (ure the custo*ers. The (ac on6(ine +resence and in such a co*+etiti!e "or(d: E6*areting is *ust to *ae the !isi$i(it of the +roduct s to its custo*ers. Bata has :ocused only the main cities thus i7norin7 their interest in tier cities hich has emer7ed as the main 3roblem for
the co*+an $ecause *ost +o+u(ation of the countr resides in tier 3 cities.
/
1(2 *'9)'= $0 .)&'*+&!*'
Mar"etin7 *esearch @is a sste*atic *ethod of co((ecting: recording and ana(sing of data
"hich is used to so(!e *areting +ro$(e*s. It is a sste*atic +rocess of co((ecting infor*ation a$out *areting +ro$(e*. Then: it co((ects fu(( infor*ation a$out the custo*ers. It finds the needs and e?+ectations of custo*ers. It he(+s the co*+an to *ae its +roduction and *areting +o(icies.
&he 3ur3ose o: mar"etin7 research +ro%ect is to achie!e an increased understanding of the
su$%ect *atter. ith *aret throughout the "or(d $eco*ing increasing( *ore co*+etiti!e: *aret research is no" on the agenda of *an organiations "hether $e it (arge or s*a((.
•
According to +merican Mar"etin7 +ssociation : @'areting Research is the sste*atic gathering: recording and ana(sing of data a$out +ro$(e*s re(ating to the *areting of goods and ser!ices.
•
According to Phili3 Aotler: @*areting research is a sste*atic +ro$(e* ana(sis: *ode( $ui(ding and fact finding for the +ur+ose of i*+ro!ed decision6*aing and contro( in the *areting of goods and ser!ices.
•
According to Da6id .uc", Donald &aylor and u7h =ales : @*areting research is the a++(ication of scientific *ethods in the so(ution of *areting +ro$(e*s.
'areting research is needed $efore a +roduct is introduced to the *aret and on a regu(ar $asis throughout its (ife. Research is not (i*ited to +roductsD it is conducted to ans"er -uestions a$out +otentia( *aret seg*ents: entire stores: $rand na*es: ad!ertising: +rices and e!er other as+ect of *areting.
'areting research consists of a(( the acti!ities that ena$(e an organiation to o$tain the infor*ation it needs to *ae decisions a$out its en!iron*ent: *areting *i?: and +resent or
0
+otentia( custo*ers. It is the de!e(o+*ent: inter+retation: and co**unication of decision6 oriented infor*ation to $e used in a(( +hases of the *areting +rocess. <'ichae( .F... Ete(D *areting 1&th editions=.
)MP$*&+%C' $0 M+*A'&)%G *'S'+*C B/ =+**'% (#(
A''G'%
G.$B+. M+*A'&)%G M+%+G'M'%& & 'D)&)$%
•
&o ma"e mar"etin7 decisions >
'areting research he(+s the *areters to *ae a decision a$out the +roduct or ser!ice. So*eti*es a *areter *ight $e(ie!e that the ne" +roduct or ser!ice is usefu( for the custo*ers. Good *areting research stri!es to +ro!ide o+tions for the successfu( introduction of ne" +roducts and ser!ices. This *aes the *aret entr of a ne" +roduct (ess ris.
•
Sur6i6e the com3etition >
'areting research he(+s in ascertaining and understanding co*+etitor infor*ation such as their identit: *areting net"or: custo*er focus and sca(e of o+erations. ith *aret research one can understand the under6ser!ed consu*er seg*ents and consu*er needs that ha!e not $een *et.
•
el3 to decide tar7et mar"ets >
Research he(+s in +ro!iding custo*ers infor*ation in ter*s of their (ocation: age: $uing $eha!ior etc. this he(+s the *areters ero in on the target *arets and custo*ers for their +roducts.
•
Ma;imi
A+art fro* +rofit *a?i*iing ste+s such as ite* o+ti*iation: custo*er +rofita$i(it ana(sis and +rice e(asticit: *areting research a((o"s one to find out *ethod that can he(+ to *a?i*ie
•
the
)ncreasin7 the sales >
7
+rofits.
Increasing the sa(e he(+s a co*+an in *a?i*iing its +rofits. 9 understanding the custo*ers needs: "ants and attitude to"ards the +roducts and deter*ining "hether the +roduct fit the $i((: *aret can increase their sa(es.
+*&)C.'S
1( Consumer 3erce3tion
It is an i*+ortant as+ect for an industr. Perce+tion is the +rocess $ "hich +eo+(e se(ect: organie and inter+ret infor*ation to for* a *eaningfu( +icture of the "or(d. E!er da +eo+(e are e?+osed to a great a*ount of sti*u(i .not a(( sti*u(i attracts custo*ers. Peo+(e a(so forget "hate!er the ha!e co*e across.
•
•
/o7esh Gaur
Ca(icut. He can $e reached atyo7esh(7aur1Eiimb(ernet(in •
9i"as Aumar <
He can $e reached at6i"as("umar1Eiimb(ernet(in •
Saritha 9(
Shecan $e reached atsaritha(61Eiimb(ernet(in( +ttitude and 3erce3tion lead to creation o: a brand ima7e and its great( affects the
$uing criterion of the custo*er. It is interesting to note ho" +o+u(arit and $rand associations of 9ata in one generation $eca*e detri*enta( to another $rand under its u*$re((a. Issues re(ating to the conf(icting $e(iefs of the +arent categories as "e(( as other issues can $e reso(!ed through a++ro+riate *essage creation and categor associations. Through the artic(e: "e (oo at the "as in "hich a (o" in!o(!e*ent foot"ear $rand can use attitudina( di*ensions to enhance $rand recognition and o!erco*e the inter6 generationa( effects.
8
2( !se o: social netor"in7 to o6ercome inter-7eneration e::ects
Consu*ers ha!e forgotten that 9ata is a foreign $rand due to the (ong histor of the $rand in India and its +ro(iferation across the (ength and $readth of the countr. 9ata shou(d $ui(d a fa!ora$(e i*age $ the source of internet to co*$ine *u(ti+(e *essages targeted at *u(ti+(e staeho(ders through t"o6"a co**unication "hich "i(( increase the in!o(!e*ent (e!e(s. Socia( net"oring "e$sites and $(ogs on s+ort "e$sites : +ro*otion on on(ine ga*ing : ad!ertise*ents on s+orts ne"s aggregator "e$sites etc. "i(( enhance the i*age of the $rand and create a fa!ora$(e attitude to"ards the ad and $rand (eading to +urchase decision.
Peo+(es +erce+tion of so*ething can !ar great( fro* +erson to +erson: "ith each one for*ing an indi!idua( o+inion a$out the sti*u(i $eing recei!ed.
Perce+tion is one of the e +scho(ogica( factors that inf(uence consu*er $eha!ior.
The ro(e of +erce+tion in consu*er $eha!ior is a(( a$out recogniing ho" consu*ers !ie" a co*+ans +roduct. A consu*ers *oti!ation for $uing a +articu(ar +roduct often co*es do"n to i*age. Peo+(e "ish to $e +ercei!ed as ha!ing the a$i(it to *ae the @right choices and +ic the @right +roducts. 'areters use +erce+tion to target +eo+(es need to fit in and $e a +art of a (arger grou+ of consu*ers. 212 by Debbie donner , eho contributor, 5march
212
. Bata )ndia .td 3osted 58(2> 7roth in net 3ro:it in F2 >
This re+ort ta(s a$out the i*+ro!ed sa(es and *argin fro* its shoe (ine through ra+id e?+ansion :higher e?+ansion: higher res+onse to co((ections: $etter custo*er ser!ices and gro"th in custo*er $ase. India s (argest foot"ear *anufacturer and retai(er: 9ata India +osted )7.2B gro"th in net +rofit for the second -uarter ended Fune 35 at rs.&5.87 crore on a 22./B rise in net sa(es at Rs. &28.3/ crore. =ritan"ar Mu"heree, economic times (
15
4( Bata )ndia to o3en :la7shi3 stores this year >
This re+ort ta(s a$out 9atas e?+ansion to reach out to *asses. India s (eading foot"ear retai(er and *anufacturer : 9ata India is going to o+en 05 f(agshi+ stores this ear "hich "i(( $ui(t as +er the g(o$a( for*at. =ritan"ar Mu"heree, economic times(
5( *easons hy Bata shares are risin7 >
This re+orts ta(s a$out reasons for rising 9atas shares. Reasons $eing> •
Shares of foot"ear *aer 9ata India traded near( 0B higher at Rs. 00) on the 9o*$a Stoc E?change.
•
According to the $udget Pro+osa(: E?cise ,ut e?e*+tion on non6(eather foot"ear has $een enhanced fro* Rs. 2)5 to Rs.)55 +er +air. Non J(eather foot"ear a$o!eRs.)55 +er +air "i(( no" attract e?cise dut of 12B fro* 15Bear(ier.
•
35B of 9atas sa(es are fro* can!as and +(astic: hence su$%ect to an e?e*+tion fro* the dut.
•
9ata +as a$out 1.)B of sa(es as E?cise dut.
Pro:it (ndt6(com 4 th march?12(
(
School or 3lay, Bata ins the day>
This re+orts ta(s a$out 9atas ne" co((ection $e it schoo( "ear or casua(: trend "ear. 9ata has un!ei(ed its ne" s+ort co((ection for schoo( chi(dren. ith an ai* to gi!e chi(dren e?tra co*fort and *o$i(it the ne" co((ection $oasts of features and trend st(es that can on( $e
11
used for schoo( $ut a(so to +(a on the fie(d. Riding on its tradition of +ro!iding the $est -ua(it foot"ear to its custo*ers: 9atas research and de!e(o+*ent ce(( constant( inno!ates and i*+ro!es +rocesses to de(i!er shoes that are trend: co*forta$(e to "ear and offers a great fit. +n"it Pandey H (:ibre2:ashion(com
( Bata )ndia restructures its a7reement ith re6ised terms and conditions on Calcutta *i6erside Proect at Bata >
This re+ort ta(s a$out 9atas %oint !enture "ith
'etro+o(itan Grou+ (td. The o$%ecti!e of
the Foint !enture "as to create an integrated to"nshi+ that "i(( ser!e as an econo*ic cata(st for the region. This de!e(o+*ent is intended to $enefit the co**unit "ithin the de!e(o+*ent and to acce(erate the econo*ic de!e(o+*ent in the neigh$ouring areas. economintimes(indiatimes(com(
8( Bata nest :oot :orard
This re+ort ta(s a$out co*+ans gro"th through store e?+ansion: !o(u*e gro"th and higher rea(isation. The co*+an intends to e?tend its reach in tier62 and tier63 cities. A(so: *ost of the stores in future "i(( $e ;6stores <25 +resent of the current net"or=: "herein the co*+an a++oints an agent "ho runs the store and $ears a(( e*+(oee costs associated "ith it "hi(e the co*+an $ears a(( the costs such as store rent: furniture etc. in return: the ;6store agent gets a co**ission of si? to eight +resent de+ending on the turno!er.
@( Bata to in6est 1 crore in =est Ben7al >
9ata is de!e(o+ing ne" s*a(( and *ediu* enter+rises
9enga(
"here the co*+an "i(( act a faci(itator. 9ata is de!e(o+ing ne" s*a(( and *ediu* enter+rises
12
1( *esur7ent Bata )ndia 7ets e;3andin7 at brea" nec" s3eed >
In this artic(e "e read ho" 9ata has resurgent fro* +ast $ut sti(( the (ac $ehind in ter*s of inno!ation and -ua(it as co*+ared to their co*+etitors. hen 'arce(o 4i((agran too charge of 9ata India in ear( 255): he "as handed a to6(ist that "as as ser+entine as Chi(e: the reed6thin nation he hai(s fro* so on the *a+. Shed f(a$: i*+ro!e $rand $ui(ding: $u*+ u+ +roduct *i?: shut redundant stores: strea*(ine *anufacturing: s+ecia(ie sourcing.
By
Binoy Prabha"ar, '& Bureau Se3 11, 211, 11(am )S&(
11( *e3ort on Bata )ndia .imited
This re+ort ta(s a$out the introduction: a!ai(a$i(it of stores in the countr and its e?terna( and interna( factors that ha!e affected the "oring of the co*+an. (slide share(net By students o: Aohinoor business school, "handala(
12( Bata )ndia cut costs to increase its *$' > This re+ort ta(s a$out ho" 9ata has tried to
increase sa(es $ reducing costs $ $ringing do"n e*+(oee cost and other e?+enses: outsourcing *anufacturing of (o" *argin +roducts and increasing co**ission sa(es. 9ata India +osted its highest e!er o+erating *argin in the -uarter ou ,ece*$er 2511 "ith indications that it "i(( continue to rea+ the $enefits of the $usiness restructuring e?ercise it has undergone o!er fe" ears. The co*+ans efforts ha!e $een on increasing the ROE. #alit 9yas, '& Bureau=
1( Bata to ta3 *ural Mar"et >
As +art of its sur!i!a( strateg: 9ata is +(anning to strengthen its retai( net"or in rura( areas: "here it does not ha!e a *a%or +resence. The co*+an is i*+(e*enting a financia( recast under "hich it "i(( uti(ie the funds fro* its recent rights issue to re+a de$ts and reduce interest costs. 'argins are e?+ected to i*+ro!e further "ith chea+ shoe i*+orts ( indu times( 14( Malini *amani desi7ns :or Bata >
13
9ata India has co((a$orated "ith (eading designer 'a(ini Ra*ani for trend and conte*+orar shoes and sanda(s. This is a s*art *o!e $ 9ata to *ae its +roduct reach out there$ targeting +re*iu* seg*ent. The designer *aret is uni-ue and fu(( of inno!ations and 9ata as a $rand too $e(ie!es in constant inno!ations to $ring forth the $est for their custo*ers. industan times( 15( !nderstandin7 :eet?s needs >
9ata (aunched of @9ata Ho*e de(i!er ser!ice in India. ith this ne" ser!ice: 9ata stores can no" *eet a(( custo*ers re-uire*ent $ +(acing orders on the Centra( Custo*er ser!ice he(+ing nu*$er. The order "ou(d $e +(aced on $eha(f of the custo*er and the centra( custo*er ser!ice tea* "i(( ensure that the +roduct is de(i!ered at the custo*ers chosen address an"here: in India. It has a(so (aunched a dedicated ca(( center for $etter custo*er res+onse.
1&
1( $B#'C&)9'S
•
&o e;amine the brand aareness amon7 the 3eo3le >
Here "e see "hether the consu*ers are a"are of the e?istence of the +roduct or not. In todas co*+etiti!e "or(d: creating $rand a"areness is a !er i*+ortant co*+onent. A"areness cou(d $e created $ ado+ting right *areting strateg that "i(( he(+ +roduct reaching to its audience. •
&o analyse hat all :actors are in:luencin7 the buyin7 beha6iour in :ootear
industry > There are !arious factors that inf(uence the $uing $eha!iour of custo*ers. 9ata has a("as
$een no"n for is Ha"aii cha++a(s and this tag "i(( a("as $e attached to it no *atter ho" *uch it tries to *ae changes "ithin the sste*. 9ata focus on u++er *idd(e and *idd(e c(ass.
Other factors $eing cu(ture: fa*i(: +eers: status: occu+ation: econo*ic situation:
(ifest(e etc. •
&o in6esti7ate about the 3erce3tion o: the consumers >
or e!er co*+an: it is !er i*+ortant to no" ho" the custo*ers +ercei!e its $rand. 9ata ha!e $een +ercei!ed as a $rand focusing on *idd(e and u++er *idd(e c(ass. Consu*er +erce+tion is not constant it ee+s on changing.
•
&o analyse com3etitor?s strate7y in the mar"et .iberty, *ela;o >
or e!er co*+an it is i*+ortant to ee+ an ee on "hat the co*+etitors are u+ to. Its a co*+etiti!e "or(d e!er co*+an tries to $ring its +roduct in such a *anner that it gets
1)
-uic( acce+ted $ the audience. 9ata ti(( no" has $een a$(e to secure its +osition fro* the rest. •
&o "no the most e::ecti6e media or source :or the ad6ertisement
9ata has (acing in its +ro*otion. in order to sur!i!e in todas co*+etiti!e "or(d and ee+ing a +ace "ith the* it is i*+ortant for 9ata to co*e u+ "ith $rand ne" ad!ertise*ent $e it ne"s+a+er or te(e!ision. E6 'areting is e-ua(( i*+ortant. •
&o "no the mar"et 3otential o: Gur7aon >
9ata is a "e((6no"n $rand in India. 9ut it is i*+ortant to no" ho" the +eo+(e of Gurgaon +ercei!e it. Is Gurgaon contri$uting to the *aret share of 9ata as a "ho(eK
•
&o "no :uture e;3ectations o: the buyers >
It is i*+ortant to no" "hat custo*ers e?+ect out a $rand. ,o custo*ers +refer 9ata for casua( foot"ear or for*a( foot"earK Either the "ant *ore !ariet for $oth the seg*ents or changes in the e?isting seg*ent. •
&o determine the im3ortance o: 6arious attributes o: the buyers re7ardin7 the choice o: their :ootear >
It is crucia( for the co*+an to no" "hat attri$ute of 9ata attracts consu*ers. Attri$utes are -ua(it: dura$i(it: +rice: etc. •
&o determine the annual e;3enditure a::ordable by maority o: the 3eo3le or customers on their :ootear .
*esearch question • • • •
Are custo*ers concerned a$out the $rand "hi(e +urchasing the shoesK ,o custo*ers thin that there is -ua(it and inno!ation re-uire*ent in 9ataK Are custo*ers $rand (oa( to"ards the 9ata. hat t+es of strategies are o+ted $ the co*+etitors to ca+ture the *a%or *aret shareK
1/
1(4 M'&$D$.$G/
Mar"etin7 *esearch is the +rocess of co((ecting and ana(sing and u(ti*ate( arri!es at
certain conc(usion. Research co*+rises of defining and redefining +ro$(e*s: for*u(ating h+othesis: or suggesting so(utions: co((ecting: organiing: and e!a(uating data: *aing deductions and reaching conc(usions.
The main aim o: the research is to find out the truth "hich is hidden and "hich has not $een disco!ered as et. 'aret ana(sis has $eco*e an integra( too( of $usiness +o(icies these das. Research: thus re+(aces intuiti!e $usiness decisions $ *ore (ogica( and scientific decisions.
Research *ethodo(og is a "a to sste*atica(( so(!e the research +ro$(e*. It *a $e understood as a science of studing ho" research is done scientifica((. In it "e stud !arious ste+s that are ado+ted $ a researcher in studing research +ro$(e* a(ong "ith the (ogic $ehind the*. The researcher shou(d not on( no" ho" to de!e(o+ certain indices or tests: ho" to ca(cu(ate chi6s-uare etc.
10
Process in6ol6in7 the :olloin7 si; mar"et research >
De:inin7 the 3roblem and research obecti6es
De6elo3 the research 3lan
Collect the in:ormation
+naly
Present the :indin7s
Ma"e the decision(
IGRE 1.&.1 &his section o: the sur6ey em3hasis on the 3rocedure that has been :olloed by us durin7 the research study
Through *ethodo(og a reader can understand the +ro%ect "or easi( and c(ear(. The *ethodo(ogies that ha!e $een used in the research stud are as fo((o"s> *esearch desi7n &he sam3lin7 3rocedure Fuestionnaire desi7n Data collection 3rocedure •
*esearch desi7n >
Research design is actua(( a $(ue +rint of the research +ro%ect: and "hen i*+(e*ented: it $rings the re-uired infor*ation for so(!ing the identified *areting +ro$(e*. The research design indicates the *ethod of research
17
uestionnaire *ethod and sur!eed the +eo+(e of Gurgaon $ seg*enting it in 2> o(d Gurgaon and ne" Gurgaon.
•
Sam3lin7 Procedure >
It is not +ossi$(e for a researcher to co((ect data fro* e!er *e*$er of the +o+u(ation for a +articu(ar research due to necessar co*+(ications and *onetar constraints. =e ha6e used %on- 3robability sam3lin7 method because the selection o: the sam3le under this method de3ends u3on the ud7ement rather than on chance so the selected sam3le as more re3resentati6e o: the customers o: Bata than a random sam3le( It assures that "e
"i(( $e a$(e to re+resent not on( the o!era(( +o+u(ation: $ut e su$grou+s of the +o+u(ation.
Sam3lin7 technique
nder non6+ro$a$i(it sa*+(ing "e ha!e chosen @con!enience Sam3lin7: the custo*ers of 9ata Gurgaon "as di!ided into t"o as %e Gur7aon and old Gur7aon( Con!enience sa*+(ing is a t+e of non6+rofita$i(it sa*+(ing techni-ue. Non6 +ro$a$i(it sa*+(ing focuses on sa*+(ing techni-ues that are $ased on the %udge*ent of the researcher. A con!enience sa*+(e is one "here the units are se(ected for inc(usion in the sa*+(e are easiest to access. The su$%ect is chosen in a non6 rando* *anner and so*e *e*$er of the +o+u(ation has no chance of $eing inc(uded. It is used in +i(ot or e?+(orator studies "hen the researcher "ants an ine?+ensi!e and -uic
•
Si
e ha!e taen a sa*+(e of 155 custo*ers. The sur!e "as taen +(ace at ne" and o(d Gurgaon. The age grou+ ranges fro* 15 to /5 a$o!e ear of age. The occu+ation and *onth( househo(d sa(ar is a(so taen into consideration.
•
Fuestionnaire desi7n >
18
uestionsLres+onses can $e rough( c(assified into t"o +rinci+a( grou+s a= c(osed Jended -uestions $= o+en6ended -uestions.
)n closed ended questions, a list o: acce3table res3onses is 3ro6ided to the res3ondent here in o3en ended questions the acce3table res3onses are not 3ro6ided to the res3ondent and the *a ans"er in his or her o"n "ords. e ha!e ased our res+ondents
c(osed Jended -uestions thus gi!ing the* the o+tions to ans"er and *aing it eas for the*.
•
Data collection 3rocedure >
,ata are of t"o t+es> a Secondary data b Primary data
Secondary data
In this: data is co((ected $ referring a(read a!ai(a$(e data fro* the co*+an or co*+an +eo+(e. Secondar data is $asica(( co((ected fro* co*+ans +ersonne(. The secondar data in our sur!e are $asica(( three t+es> Bac"7round I3ro:ile o: the com3any $becti6es o: the com3any
Infor*ation co((ected fro* the +ros+ects and custo*ers and non6custo*ers of 9ata $ ha!ing a "ord direct( "ith the*.
Primary data
Pri*ar data co((ected through the sur!e in the for* of uestionnaire.
1(5
.)M)&+&)$%S •
Ti*e constraint for co*+(eting the "or "ith the sti+u(ated ti*e fra*e. Hence: it "as not +ossi$(e to go for a !er "ide sa*+(e: so the sa*+(e sie "as (i*ited to 155.
25
•
The co((ection of +ri*ar data "as (ength so it too ti*e to tae the co*+(ete the
•
res+onse and "ho(e +rocess. The res+ondent had gi!en so*e $iased and a*$iguous res+onses. Since it is a con!enient stud: so*e sort of discre+ancies *ight $e there in the
•
a!ai(a$(e data.
C+P&'*-2
21
*'+S'+*C D'S)G%
2(1 &/P' $0 *'S'+*C D'S)G%
Fualitati6e research ,irect inter!ie"s "ere taen ,ata is in the for* of "ords: +ictures or
o$%ects. ua(itati!e data is *ore MrichM: ti*e consu*ing: and (ess a$(e to $e genera(ied. ses +artici+ant o$ser!ation: in6de+th inter!ie"s etc.
Fuantitati6e research> The ai* is to c(assif features: count the*: and construct statistica(
*ode(s in an atte*+t to e?+(ain "hat is o$ser!ed. ,ata is in the for* of nu*$ers and statistics. uantitati!e data is *ore efficient: a$(e to test h+otheses: $ut *a *iss conte?tua( detai(.
2(2 D+&+ C$..'C&)$% 0*$M S'C$%D+*/ S$!*C'S
As the *ain "or that "as custo*er feed$ac: "as -uestionaries that "ere fi((ed +ersona(( not on(ine so not so secondar data "as used in it: $ut theoretica( o!er!ie" for re!ie" of (iterature "as co((ected fro* !arious> • • •
'againes ,ifferent "e$ sites and +orta(s Ne"s+a+ers etc.
So this "as the on( co((ection as secondar source in this regard.
2( D+&+ C$..'C&)$% 0*$M P*)M+*/ S$!*C'S
This *areting research "as fie(d sur!e that "as +ersona(( done through -uestionnaires: the research "as $ased on +ri*ar and secondar data $ut first "e "i(( ta( a$out +ri*ar data. or co((ecting +ri*ar data the sur!e "as done through -uestionnaires "hich "as +ersona(( gi!en to custo*ers and genera( +u$(ic and "as fi((ed $ the*.
22
Fuestionnaire It consist of -uestions +resented to res+ondents for their ans"ers due to its
f(e?i$i(it: it is $ far the *ost co**on instru*ents used to co((ect the +ri*ar data hence in our sur!e -uestionnaire "as used to co((ect> Dictomous Multi3le choice
uestions and it *ost( contained c(osed ended -uestions Personal inter6ie > The res+ondents "ere contacted and data "ere co((ected on the $asis of
the +ersona( inter!ie" "hich is the *ost !ersati(e *ethod of contact. ith the he(+ of this *ethod a *ore c(ose face to face inter!ie" and res+onse "ere recorded.
e co((ected the infor*ation $ !isiting se!era( *a(( in Gurgaon (ie> • • •
'G #ifest(e Sahara *a((
Prior to the sur!e the "or "as di!ided a*ong the grou+ *e*$ers and then a(( the "or "as done of +ersona( $asis
2(4 SC+.)%G &'C%)F!'S
Mainly there are to ty3es o: scalin7 techniques
Com3arati6e scales A co*+arati!e sca(e is an ordina( or ran order sca(e that can
a(so $e referred to as a non*etric sca(e. Res+ondents e!a(uate t"o or *ore o$%ects at one ti*e and o$%ects are direct( co*+ared "ith one another as +art of the *easuring
+rocess %on com3arati6e scales Continuous rating sca(e
P*)M+*/ SC+.'S C$%S)S& $0
%ominal scale> No*ina( sca(e is a figurati!e sche*e in "hich the nu*$ers ser!e on(
as (a$e(s or tags for identifing and c(assifing o$%ects.
23
$rdinal scale> a raning sca(e in "hich nu*$ers are assigned to o$%ects to indicate
the re(ati!e e?tent to "hich so*e character is +ossessed. )nter6al scale a sca(e in "hich the nu*$ers are used to rate o$%ects such that nu*erica(( e-ua( distances on the sca(e re+resent e-ua( distances in the
characteristics $eing *easured. *atio> the highest sca(e. It a((o"s the researcher to identif or c(assif o$%ectsD rans order the o$%ects: and co*+are inter!a(s or differences. It is a(so *eaningfu( to co*+ute ratios of sca(e !a(ues.
=e used nominal scale and li"ert 5 3oints in our 3roect &hat consists o: 5 3oints
Strong( disagree: disagree: neutra(: strong( agree: Agree
2(5 F!'S&)$%%+)*' D'9'.$PM'%& +%D P*' &'S&)%G
There are 2 sections in our -uestionnaire>
Sec +> Details o: the res3ondent
This sections ta(s a$out the na*e: se?: and age of the res+ondent a(ong "ith inco*e of the res+ondent.
2&
Sec B> Fuestions re7ardin7 there 3re:erence about the 3roduct
This section consists of -uestions that ta( a$out
a"areness: (oa(t: +reference: and Others factors a$out the +roduct.
2(5(1 C$D' B$$A
9ariable %ames
Age
Codin7 1. 15 to 25
2. 21 to &5 3. &1 to /5 Gender
&. /5 and a$o!e 1. 'a(e
Occu+ation
2. e*a(e 1. Student 2. nsi((ed #a$ourers 3. Senior Officer &. 9usiness*an
Inco*e
1. + to 15:555 2. 15:555 to 25:555 3. 25:555 to )5:555 &. )5:555 to 1:55:555
1. 2.
;ind of Shoes
). A$o!e 1:55:555 1. 9randed
i((ing to $u
2. n$randed 1. Seasona( 2. Occasiona(
3.
Preference
3. Cant sa 1. ua(it 2. Price 3. Range of Products
&.
Product Range
&. ,ura$i(it 1. Casua(
2)
2. or*a( ).
3. S+orts ear 1. 'a((s
P(ace
2. ,e+art*enta( Stores 3. Retai(ers /. 0. 7.
Price conscious
&. Cant Sa 1. es
A"areness
2. No 1. es
Source
2. No 1. riends 2. a*i( 3. Ad!ertise*ent
8. 15.
sage
1. es
ua(it
Price
9rand Na*e
Range
Of
Products
Eas a!ai(a$i(it
11. 12.
Satisfaction Price range
2. No 1.Strong 2.disagr 3.neutr &.agr
).Strong
(
(
ee
Price attraction
ee
disagree 1.Strong
2.disagr 3.neutr &.agr
agree ).Strong
(
ee
(
a(
ee
disagree 1.Strong
2.disagr 3.neutr &.agr
agree ).Strong
(
ee
(
a(
ee
disagree 1.Strong
2.disagr 3.neutr &.agr
agree ).Strong
(
ee
(
a(
ee
disagree 1.Strong
2.disagr 3.neutr &.agr
agree ).Strong
(
ee
(
disagree 1. es 2. No 1. #o" 2. 'ediu*
13.
a(
3. High 1. es
2/
a(
ee
agree
2. No 1&.
O+tions in 9ata
3. Cant Sa 1. or*a( 2. Casua(
1).
A!ai(a$i(it
in
sho"roo* 1/.
4a(ue for *one
10.
Co*+ara$i(it
17.
A"areness
3. S+orts ear 1. es 2. No 3. 1. 2. 3. 1. 2. 3. 1.
Cant Sa es No Cant Sa es No Cant Sa Re(a?o
2. Paragon 3. #ahani &. #i$ert 2( S+MP.)%G &'C%)F!'S
e used %on-3robability technique con6enient sam3lin7 *ode to fi(( the data in -uestionnaire. As the area "e co!ered "as not so !ast that it cou(d $e $roen in to -uota sa*+(ing: so "e di!ided the +(ace into t"o +arts and fo((o"ed the con!enient sa*+(ing to co((ect the data.
2( 0)'.D =$*A
As "e did the co((ection of data on +ersona( $asis: so there "as a (ot fie(d "or that "as done $ us. There "ere / *e*$ers in the grou+ and it "as di!ided into 2 tea*s 3 *e*$ers in each grou+
One tea* "ent to o(d Gurgaon $us station Another tea* "ent to ne" Gurgaon: *ain( to the *a((s: "e !isited Sahara *a((: 'G *a((: (ifest(e *a(( and co*+(eted our fie(d "or "ho(e fie(d "or "as done in three das in 1 hour on dai( $asis: "as sufficient to co*+(ete the "ho(e data entries.
20
C+P&'*- (1 D'M$G*+P)C P*$0).' $0 *'SP$%D'%&
+G'
4a(id
O625 256&5 &56/5 A9O4E /5 Tota(
re-uenc
Percent
4a(id Percent
Cu*u(ati!e Percent
15 0/ 15 & 155
15.5 0/.5 15.5 &.5 155.5
15.5 0/.5 15.5 &.5 155.5
15.5 7/.5 8/.5 155.5
Ta$(e 3.1.1
27
AGE /$.$ $.$ &$.$ -$.$
'0* 1ercent
%$.$
&.$
,$.$ #$.$ +$.$
+$.$
$.$
+$.$
!"#$
#$"%$
%.$
%$"&$
'!* &$
IGRE 3.1.1
As +er chart "e can see that 0/B +eo+(e under the age grou+ of 256&5: 15B +eo+(e of age grou+ 5625: 15B +eo+(e of age grou+ 256&5: &B +eo+(e of a$o!e /5 age ha!e fi((ed our -uestionnaire.
S'J
4a(id
re-uenc
Percent
4a(id Percent
Cu*u(ati!e Percent
31
31.5
31.5
31.5
' Tota(
/8 155
/8.5 155.5
/8.5 155.5
155.5
Ta$(e 3.1.2
28
SEX /$.$ $.$ &$.$ -$.$
5*6 1ercent
%$.$
&4.$
,$.$ #$.$ +$.$
,+.$
$.$ 2
3
IGRE 3.1.2
As +er chart "e can see that /8B *a(e and 31B fe*a(e ha!e fi((ed our -uestionnaire.
)%C$M'
re-uenc 5615555 15555625555 255556)5555 4a(id )55556155555 A9O4E 155555 Tota( Ta$(e 3.1.3
21 15 3) 17 1/ 155
Percent 21.5 15.5 3).5 17.5 1/.5 155.5
35
4a(id Percent 21.5 15.5 3).5 17.5 1/.5 155.5
Cu*u(ati!e Percent 21.5 31.5 //.5 7&.5 155.5
INCOME %$.$ ,-.$ ,$.$ #-.$ #$.$ +-.$ +$.$ -.$ $.$
,-.$
7NC!3* 1ercent
#+.$
+/.$
+&.$
+$.$
IGRE 3.1.3
As +er the chart "e can see that 3) B +eo+(e of inco*e grou+ of 25:5556)5:555: 21B +eo+(e of inco*e grou+ of 5615:555: 17B +eo+(e of inco*e grou+ of )5:55561:55:555: 1/B +eo+(e of inco*e grou+ of a$o!e 1:55:555: 15B +eo+(e of inco*e grou+ of 15:555625:555 ha!e fi((ed our -uestionnaire.
3.2
DATA ANALYSIS
!S+G'
4a(id
re-uenc
Percent
4a(id Percent
Cu*u(ati!e Percent
ES
78
78.5
78.5
78.5
NO Tota(
11 155
11.5 155.5
11.5 155.5
155.5
Ta$(e 3.2.1
31
USAGE ++8 9*5 N!
/48
IGRE 3.2.1
As +er the chart "e can see that 78B +eo+(e ha!e used 9ata Shoe and 11B +eo+(e ha!e ne!er used 9ata Shoe.
F!+.)&/ B+&+
re-uenc STRONG# ,ISAGREE ,ISAGREE NETRA# 4a(id AGREE STRONG# AGREE Tota( Ta$(e 3.2.3
7 3 20 &8 13 155
Percent 7.5 3.5 20.5 &8.5 13.5 155.5
32
4a(id Percent 7.5 3.5 20.5 &8.5 13.5 155.5
Cu*u(ati!e Percent 7.5 11.5 37.5 70.5 155.5
UALITY BATA +,8
/8
,8
5:R!N0;9 <75'0R** <75'0R** #8
N*=:R'; '0R** 5:R!N0;9 '0R**
%48
IGRE 3.2.2
As +er the chart "e can see that &8B +eo+(e agree: 13B +eo+(e strong( agree: 3B disagree: 7B +eo+(e strong( disagree and 20B +eo+(e satisfied "ith -ua(it of 9ata shoe.
P*)C' B+&+
re-uenc STRONG# ,ISAGREE ,ISAGREE NETRA# 4a(id AGREE STRONG# AGREE Tota( Ta$(e 3.2.3
0 11 20 &2 13 155
Percent 0.5 11.5 20.5 &2.5 13.5 155.5
33
4a(id Percent 0.5 11.5 20.5 &2.5 13.5 155.5
Cu*u(ati!e Percent 0.5 17.5 &).5 70.5 155.5
PRICE BATA +,8
8 ++8
5:R!N0;9 <75'0R** <75'0R** N*=:R'; '0R**
#8
%#8
5:R!N0;9 '0R**
IGRE 3.2.3
As +er the chart "e can see that &2B +eo+(e agree: 13B +eo+(e strong( agree: 11B disagree: 0B +eo+(e strong( disagree and 20B +eo+(e satisfied "ith +ricing of 9ata shoe.
B*+%D B+&+
re-uenc STRONG# ,ISAGREE ,ISAGREE NETRA# 4a(id AGREE STRONG# AGREE Tota( Ta$(e 3.2.&
& 7 3) &1 12 155
Percent &.5 7.5 3).5 &1.5 12.5 155.5
3&
4a(id Percent &.5 7.5 3).5 &1.5 12.5 155.5
Cu*u(ati!e Percent &.5 12.5 &0.5 77.5 155.5
BRAND BATA +#8
%8
/8
5:R!N0;9 <75'0R** <75'0R** N*=:R'; ,-8
%+8
'0R** 5:R!N0;9 '0R**
IGRE 3.2.&
As +er the chart "e can see that &1B +eo+(e agree: 12B +eo+(e strong( agree: 7B disagree: &B +eo+(e strong( disagree and 3)B +eo+(e satisfied "ith $rand i*age of 9ata shoe.
P*$D!C& *+%G' B+&+
re-uenc STRONG# ,ISAGREE ,ISAGREE NETRA# 4a(id AGREE STRONG# AGREE Tota( Ta$(e 3.2.)
3 13 38 3/ 8 155
Percent 3.5 13.5 38.5 3/.5 8.5 155.5
3)
4a(id Percent 3.5 13.5 38.5 3/.5 8.5 155.5
Cu*u(ati!e Percent 3.5 1/.5 )).5 81.5 155.5
PRODUCT RANGE BATA 48
,8
+,8
5:R!N0;9 <75'0R** <75'0R** N*=:R';
,&8
'0R** ,48
5:R!N0;9 '0R**
IGRE 3.2.)
As +er the chart "e can see that 3/B +eo+(e agree: 8B +eo+(e strong( agree: 13B disagree: 3B +eo+(e strong( disagree and 38B +eo+(e satisfied "ith +roduct range of 9ata shoe.
+9+).+B).)&/ B+&+
re-uenc
Percent
4a(id Percent
Cu*u(ati!e Percent
STRONG# ,ISAGREE ,ISAGREE 4a(id NETRA# AGREE STRONG# AGREE Tota( Ta$(e 3.2./
&
&.5
&.5
&.5
/ 20 && 18 155
/.5 20.5 &&.5 18.5 155.5
/.5 20.5 &&.5 18.5 155.5
15.5 30.5 71.5 155.5
3/
AVAILABILITY BATA +48
%8 &8
5:R!N0;9 <75'0R** <75'0R** #8
N*=:R'; '0R** 5:R!N0;9 '0R**
%%8
IGRE 3.2./
As +er the chart "e can see that &&B +eo+(e agree: 18B +eo+(e strong( agree: /B disagree: &B +eo+(e strong( disagree and 20B +eo+(e satisfied that 9ata shoe is easi( a!ai(a$(e.
S+&)S0+C&)
%$4a(id
re-uenc
Percent
4a(id Percent
Cu*u(ati!e Percent
ES
37
37.5
37.5
37.5
NO Tota(
/2 155
/2.5 155.5
/2.5 155.5
155.5
Ta$(e 3.2.0
30
SATISFACTION
,/8
9*5 N!
IGRE 3.2.0
As +er the chart "e can see that 37B +eo+(e are satisfied and /2B +eo+(e are unsatisfied "ith this $rand.
$P&)
%$re-uenc
Percent
4a(id Percent
Cu*u(ati!e Percent
OR'A#S CASA#S SPORTSEAR Tota( Ta$(e 3.2.7 4a(id
38
38.5
38.5
38.5
&7 13 155
&7.5 13.5 155.5
&7.5 13.5 155.5
70.5 155.5
37
OPTION +,8 2!R3';5
,48
C'5=';5 51!R:5>*'R %/8
IGRE 3.2.7
As +er the chart "e can see that &7B +eo+(e said that the found casua( shoe: 38B +eo+(e said that the found for*a( shoe and 13B +eo+(e said that the found s+orts"ear shoe in 9ata sho"roo*.
9+.!' 0$* M$%'/
re-uenc
Percent
4a(id Percent
Cu*u(ati!e Percent
ES NO CANMT SA Tota( Ta$(e 3.2.8 4a(id
)0
)0.5
)0.5
)0.5
22 21 155
22.5 21.5 155.5
22.5 21.5 155.5
08.5 155.5
38
VALUE FOR MONEY #+8 9*5 N!
-8
##8
C'N?: 5'9
IGRE 3.2.8
As +er the chart "e can see that )0B +eo+(e said that the got the !a(ue for their *one and 22B +eo+(e said no and 21B +eo+(e said nothing.
C$MP+*+B).)&/
re-uenc
Percent
4a(id Percent
Cu*u(ati!e Percent
ES NO CANMT SA Tota( Ta$(e 3.2.15 4a(id
/0
/0.5
/0.5
/0.5
1& 18 155
1&.5 18.5 155.5
1&.5 18.5 155.5
71.5 155.5
&5
COMPARABILITY +48 9*5 N!
+%8 &8
C'N?: 5'9
IGRE 3.2.15
As +er the chart "e can see that /0B +eo+(e said that the found good -ua(it in others $rand a(so: 1&B +eo+(e said that the did not find such -ua(it in others and 18B +eo+(e said nothing.
( C/ SF!+*' +%+./S)S
!S+G' 9S C$MP+*+B).)&/ C*$SS&+B!.+&)
%$Ho> Peo+(e used 9ata ha!e found good -ua(it in other $rands H1> Peo+(e used 9ata ha!e not found good -ua(it in other $rands
CO'PARA9I#IT
&1
Tota(
Count E?+ected Count Count E?+ected Count Count
ES /3 )8./ & 0.& /0
NO 13 12.) 1 1.) 1&
CANMT SA 13 1/.8 / 2.1 18
78 78.5 11 11.5 155
E?+ected Count
/0.5
1&.5
18.5
155.5
4a(ue
,f
As*+. Sig. <26sided=
Pearson Chi6S-uare #ie(ihood Ratio #inear6$6#inear Association
15.1/3a 7.58/ 7.)12
2 2 1
.55/ .510 .55&
N of 4a(id Cases
155
ES SAGE NO Tota( Ta$(e 3.3.1
Chi-Square &ests
a. 2 ce((s <33.3B= ha!e e?+ected count (ess than ). The *ini*u* e?+ected count is 1.)&. Ta$(e 3.3.2
*esults
As +er the ta$(e 3.3.1 "e can see that the difference of o$ser!ed and e?+ected !a(ue $et"een "ho used 9ata and found good -ua(it in other $rands is *ore so "e can sa that there is no de+endenc $et"een these t"o +ara*eters.
The chi6s-uared test statistic is 15.1/3 "ith an associated +<.55/= 5.5).
The nu(( h+othesis is acce+ted: since + 5.5): and a conc(usion is *ade that the +eo+(e "ho used 9ata found sa*e -ua(it in other $rands a(so.
So "e "i(( acce+t the nu(( h+othesis.
!S+G' 9S S+&)S0+C&)
%$Ho > Peo+(e used 9ata are not satisfied. H1 > Peo+(e used 9ata are satisfied.
&2
C*$SS&+B!.+&)
%$ES SAGE NO Tota(
Count E?+ected Count Count E?+ected Count Count
SATISACTION ES NO 37 )1 33.7 )).2 5 11 &.2 /.7 37 /2
78 78.5 11 11.5 155
E?+ected Count
37.5
155.5
/2.5
Tota(
Ta$(e 3.3.3
Chi-Square &ests
4a(ue Pearson Chi6S-uare Continuit Correction $ #ie(ihood Ratio isherMs E?act Test #inear6$6#inear Association N of 4a(id Cases
0.)0)a ).701 11.337
0.&88
,f
As*+.
1 1 1
<26sided= .55/ .51) .551
1
Sig. E?act Sig. <26 E?act Sig. <16 sided=
sided=
.55/
.55&
.55/
155
a. 1 ce((s <2).5B= ha!e e?+ected count (ess than ). The *ini*u* e?+ected count is &.17. $. Co*+uted on( for a 2?2 ta$(e Ta$(e 3.3.& *esults
As +er the ta$(e 3.3.2 "e can see that the difference of o$ser!ed and e?+ected !a(ue $et"een "ho used 9ata and satisfied "ith this $rand is *ore so "e can sa that there is no de+endenc $et"een these t"o +ara*eters.
The chi6s-uared test statistic is 0.)0) "ith an associated +<.55/= 5.5).
The nu(( h+othesis is acce+ted: since + 5.5): and a conc(usion is *ade that the +eo+(e "ho used 9ata are not satisfied "ith this $rand.
So "e "i(( acce+t the nu(( h+othesis.
&3
(4 C$**'.+&)$%S +%+./S)S
!S+G' +%D S+&)S0+C&)
%$Descri3ti6e Statistics
'ean
Std. ,e!iation
N
SAGE
1.11
.31&
155
SATISACTION
1.27
.&)1
155
Ta$(e 3.&.1
Correlations
SAGE 1
Pearson Corre(ation SAGE Sig. <26tai(ed= N 155 Pearson Corre(ation .3)5 SATISACTION Sig. <26tai(ed= .555 N 155 . Corre(ation is significant at the 5.51 (e!e( <26tai(ed=. Ta$(e 3.&.2
SATISACTION .3)5 .555 155 1 155
9oth the factors are +ositi!e( corre(ated as the !a(ue of r5.3)5 "hich *eans that if *ore +eo+(e "ho ha!e used 9ata are satisfied. !S+G' +%D C$MP+*)B).&/
Descri3ti6e Statistics
&&
'ean
Std. ,e!iation
N
SAGE
1.11
.31&
155
CO'PARA9I#IT
1.)2
.080
155
Ta$(e 3.&.3
Correlations
SAGE
CO'PARA9I#IT
1
.283
Sig. <26tai(ed= N
155
.553 155
Pearson Corre(ation
.283
1
Pearson Corre(ation SAGE
CO'PARA9I#IT
Sig. <26tai(ed= .553 N 155 . Corre(ation is significant at the 5.51 (e!e( <26tai(ed=.
155
Ta$(e 3.&.&
9oth the factors are +ositi!e( corre(ated as the !a(ue of r5.283 "hich *eans that if *ore +eo+(e "ho ha!e used 9ata got the sa*e -ua(it in other $rands a(so.
&)
C+P&'* 4 0)%D)%GS +%D S!MM+*/
1. 9ata foot "ear is one of the (eading foot"ear regarding its -ua(it and +rice. e found that a++ro?i*ate( /5.&B of the res+ondents are satisfied "ith it. And 11.) are unsatisfied. 2. Price co*es the ne?t factor "hich has a strong effect. ro* the custo*ers !ie" +oint )).1B fee( that 9ata +roducts are reasona$( +riced: "hereas 21B fee(s it is of high +rice. It is seen that so*e authoried dea(ers "ant the change in +rice.
3. hi(e ta(ing on the usage of 9ATA +oint of !ie" it "as found that 7/.0 of the custo*ers ha!e f(e?i$(e used 9ata oot"ear "hereas rest has not used 9ata.
&. hi(e doing the sur!e it "as found that "ith the custo*ers "ants 9ata foot"ear to $e *ore St(ish: Econo*ica( and *ore +roduct differentiate.
). On festi!a( ti*e 9ATA has got an inf(uentia( ro(e in affecting the sa(es of 9ata oot"ear.
/. Peo+(e aged $et"een 256&5 consists of 0/.)B usage of 9ATA and after that 8.2B consist of +eo+(e aged $et"een &56/5.
&/
0. 'ost( 9ATA shoes are used $ *an i.e. /7B as co*+ared to "o*en i.e. 31./B.
7. ro* our research "e ca*e to no" that )).1B agree that 9ATA is !a(ue for *one and 21.&B disagrees "ith that +oint.
8. Peo+(e ha!ing inco*e $et"een 255556)5555 are ha!ing *ore B "ho are using 9ATA as co*+ared to other inco*e grou+s.
C+P&'* 5
C$%C.!S)
%$9ata India (i*ited is though a "e((6esta$(ished co*+an $ut it faces so*e of the *a%or constraints "hich affect the co*+anMs de*and. Hence: to carr out its $usiness successfu(( through the o+ti*u* custo*er satisfaction: so*e of the fo((o"ing suggestions are gi!en.
9ata India (i*ited *ust increase their +ro*otiona( acti!ities. Though 9ata goes for dis+(a $oards and hoardings: it *ust increase its ad!ertise*ent in the T.4. as it offers a "ide geogra+hic co!erage and f(e?i$i(it in "hen the *essage can $e s+read.
9ata India (i*ited *ust concentrate on its +ricing +o(ic as its so*e high +rice strateg affects the (o"er inco*e grou+ "hich u(ti*ate( decreases its de*and.
It is seen fro* the sur!e that the de*and for (adies foot"ear is -uite (ess: so the co*+an *ust tae necessar ste+s to i*+ro!e its sa(es in the (adies foot"ear seg*ent.
The de*and of the s+orts sho" in the 9ata oot"ear is -uite (o": so the co*+an *ust tae u+ an i**ediate ste+ so as to get the fo((o"ed in the s+orts"ear.
The oung generation doesnMt go for 9ata foot"ear. So the co*+an *ust tae u+ necessar ste+s to *anufacture is +roduct in such fashion: "hich "i(( ena$(e to
&0
ca+ture the ounger generation *aret.
Thus $ ado+ting the a$o!e +o(icies: it *a he(+ the co*+an to increase its *aret co!erage and thus gaining the target +rofit and desire co*+an o$%ecti!e to the o+ti*u* fu(fi((*ent of the custo*er satisfaction
B)B.)$G*+P/
U! #$ !#%&'( )*+#,-&) *# #/,%#0 &)*,1),'*&#) %*! 2452 67 D66& 8#)), 9 :#+ %#)*,&6;*#,9 4<0',%: 2452= B'*' I)8&' L*8 >#!*8 ,#* &) 2 W,&*')-', M;-:, 9 %#)#0&% *&0! = B'*' I)8&' *# #>) 4 '!:&> !*#,! *:&! 7',
W,&*')-',
M;-:,9 %#)#0&% *&0!= R'!#)! +:7 B'*' !:',! ', ,&!&)
P,#* .)8*/.%#0 *:
0',%:452= S%:##( #, >('79 B'*' +&)! *: 8'7
A)-&* P')87
+++.6,2$'!:&#).%#0= B'*' I)8&' ,!*,;%*;,! &*! ',0)* +&*: ,/&!8 *,0! ')8 %#)8&*&#)!
#)
C'(%;**'
R&/,!&8
P,#%*
'*
B'*'
%#)#0&)*&0!.&)8&'*&0!.%#0= B'*' )!* $##* $#,+',8 P,&7' K')!',' P')87' M;06'& 6;!&)!!1!*')8',8= B'*' *# &)/!* 544 %,#, &) W!* B)'(
6;!&)!! !*')8',8
0''&)= R!;,)* B'*' I)8&' *! >')8&) '* 6,'- )%- !>8 B&)#7 P,'6:'-',9 ET B;,'; S> 559 24559 55.43'0 IST= R>#,* #) B'*' I)8&' L&0&*8 +++.!(&8 !:',.)*= B7 !*;8)*! #$ K#:&)##, 6;!&)!! !%:##(9 -:')8'(' = B'*' I)8&' %;* %#!*! *# &)%,'! &*! ROE J+'(&* V7'!9 ET B;,';= B'*' *# *'> R;,'( M',-* H&)8; *&0!= M'(&)& R'0')& 8!&)! $#, B'*' H&)8;!*') *&0!=
&7
.)S& $0 +%%'J!*'
Section 1 Details o: *es3ondent
Na*e> Se?> Age>
5625 Q
256&5 Q
&56/5 Q
a$o!e /5 Q
Occu+ation> Student Q
nsi((ed #a$orers Q
Senior Officer Q
$usiness Q
hat is our a!erage *onth( househo(d inco*eK + to 15:555
Q
15:555625:555
)5:55561: 55:555
Q
Q
A$o!e1: 55:555
S'C&)$% B C$%S!M'* P'*C'P&)
%$1= hat ind of shoes do ou +referK
&8
25:5556)5:555 Q
Q
1. 9randed Q
2. n$randed Q
2= hen ou are "i((ing to $u shoesK 1. Seasona( Q
2. Occasiona( Q
3. Cant sa Q
3= hat do ou +refer in shoesK 1. ua(it Q
2. Price Q
3. Range of +roducts Q
&.,ura$i(it Q
&= hat +roduct range are ou (ooing forK 1. Casua( Q
2. or*a( Q
3. S+orts"ear Q
)= ro* "here do ou $u shoesK 1. 'a((s Q
2.,e+art*enta( stores Q 3.Retai(ers Q
/= Are ou +ricing consciousK 1. es Q
2. No Q
0= Ha!e ou heard a$out 9ATAK 1. es Q
2. No Q
If no then go to -uestion no 17 7= ro* "here did ou co*e to no"K 1. riends Q
2. a*i( Q
3.Ad!ertise*ent Q
8= Ha!e ou used 9ATAK 1. es Q
2.No Q
)5
&.Cant sa Q
15= hat did ou (ied in 9ATAK< The reasons in a fi!e +oint sca(e in the order of +reference= 4aria$(e
Strong( ,isagree ,isagree
Neutra( Agree
Strong( Agree
ua(it
1. Q
2. Q
3. Q
&. Q
). Q
Price
1. Q
2. Q
3. Q
&. Q
). Q
9rand na*e
1. Q
2. Q
3. Q
&. Q
). Q
2. Q
3. Q
&. Q
). Q
2. Q
3. Q
&. Q
). Q
Range of +roducts 1. Q Eas a!ai(a$i(it 1. Q
11= Are ou satisfied "ith $rand 9ATAK 1. es Q
2.No Q
12= hat +rice range does 9ATA offer ouK 1. #o" Q
2. 'ediu* Q
3.High Q
13= Are the +rices of 9ATA shoes ca+a$(e to attract custo*ersK 1. es Q
2. No Q
3.cant sa Q
1&= hat are the o+tions ou get in 9ATAK 1. or*a(s Q
2.Casua(s Q
3.S+orts"ear Q
1)= Is a(( the +roduct range a!ai(a$(e in one sing(e sho"roo*K 1. es Q
2. No Q
3.Cant sa Q
1/= ,o ou find !a(ue for *one in 9ATAK
)1
