Final

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd
Abstract
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. This assessment program uses a standard questionnaire internationally. Here a same small study conducted by the same questionnaire with the prior permission of Bata shoe company Bangladesh. The study was conducted among the footwear user of this country. The sample of the study was 30 in number. Though the sample size is very small but it provided overall scenario of customers shopping experience and overall shopping behavior. Here the study tried to find out customers shopping experience at Bata store and other shopping stores in Bangladesh. 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. These factors are store's location, reflect up to dare fashion shoes in the stores, selection of merchandise, comfort ability of shoes, quality of shoes, promptness of service from salespeople, friendliness of service from salespeople, salespeople's 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 .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 fashionable shoes. Bata has a loyal customers group who buy Bata only for its quality. Here it can be recommended that if Bata can provide customers a large assortment of stylish and trendy products, the turnover and market share will increase tremendously.
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1.1 Introduction
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 Objective of the Study

To investigate customers needs and demands To investigate the shopping behavior of the customers To investigate the shopping experience of the customers To compare Bata with other stores To evaluate the stores service To identify areas where improvement is necessary To suggest the company to take corrective action To suggest the company to provide better customer service
1.3 Importance 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. 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. 2|Page
1.4 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 international center is located at Toronto, in Canada. 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 Shoe Company celebrated the golden jubilee of its glorious presence in the year 1994. Customer Employs Retail Store Retail Presence Production Facility 1 million(approx.) 50000 6300 Over 55 countries 26 countries
1.5 Mission & Vision

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

Bata exploits its global existence through five Meaningful Business Units (MBUs). Each MBU is entrepreneurial in nature, and can quickly adapt to changes in the market place and seize potential growth opportunities. Batas strength lies in its worldwide presence. While local companies are self-growing, each one benefits from its link to the international organization for back-office systems, product innovations and sourcing. Bata runs 40 production facilities across 26 countries. It serves 1 million customers per day in 4,600 retail stores. It has more than 40,000people as employee.
1.7 Business Units of Bata Shoe Company

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.
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2.1 Bata Shoe Company Bangladesh Ltd

Bata Shoe Company 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. Currently, Bata Bangladesh operates 2 manufacturing plants at Tongi and Dhamrai, have production capacity of around 110000 pairs of shoes daily. It has a modern 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. More than 240 stores are operated in Bangladesh as City, Family, Bata Bazar and Super stores. 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. Bata Shoe Company Bangladesh Ltd is one of the largest tax-paying corporate bodies in Bangladesh. The company contributed Tk. 1.2 billion in 2009 which represents approximately 70 per cent of tax paid by the entire footwear sector in Bangladesh. Bata Shoe Company Bangladesh Ltd is the official clothing sponsor of Bangladesh National Cricket team. The company is conducting tree plantation program in Bangladesh as a Corporate Social Responsibility (CSR) to keep a green and safe environment.
2.2 Bata Business Types

Bata retail store are categorized into three types: City stores Family stores Bata Bazar Clearance outlets
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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 lo0cations, and provide a high level of customer service, exclusive shoe lines with complementary accessories and contemporary shopping environments are to discerning shoppers.
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 till date in Bangladesh.
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2.3 SWOT Analysis of Bata Shoe Company Bangladesh Ltd

Strengths High quality products Strong brand image Extensive product lines Strong and mass distribution network Wide range of associated brands Skilled management team Modern manufacturing facilities Potential target market loyal customers Weaknesses High price More emphasize on quality rather than design Lack of promotional activities less effort to attract new customers High cost structure High import duties High administrative cost VAT & tax barrier
Opportunities
Threats Apex is considered the biggest threats Wide assortment of products offered Potential new brands like Bay Emporium Better customer service Counterfeiting of Bata Shoes in Rise in export uncontrolled locations More emphasize on product quality and Consumer perception regarding high price design High price due to high production cost Strong retail store network Disruption of consistent supply Neat & clean retail outlets Switching new generation to trendy Trained salesmen products
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2.4 Product Category

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
Bata has been delivering hand-crafted quality footwear over 100 years to maintain and build on heritage of creating high quality, comfortable and stylish shoes.
2.5 Bata brands

Bata stores carry following shoe brands: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. Hush Puppies WEINBRENNER Nike Power North-Star Bata Comfit Sandak BUBBLE GUMMERS Marie Claire Scholl Bata Ambassador Bata Industrial B First Island
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Bata Brands:
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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.
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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.
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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 children's 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 child's foot.
Bata
Bata is the old and own brand of Bata Shoe Company. But by the time being this brand is up-dated to fulfill the customers demand.
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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.
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3.1 Literature Review

Customer satisfaction is the extent to which a products perceived performance matches a buyers expectation. Conceptually, satisfaction is an outcome of purchase and use resulting from the buyers comparison of the rewards and cost of the purchase in relation to the anticipated consequences. 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. As well as this package helps the company to know the dissatisfaction of the customers on Bata products. The end-user of Bata products are mainly the respondents of this research. Here the similar study has been conducted to measure customers level of satisfaction and loyalty at Bata Shoe Company, its products and stores service. The purpose of listening to customers perception is to improve quality. Before the actions needed for quality improvement can be taken, the company has to obtain customers perceptions and investigate and interpret the information obtained (Paula, 2010). Because of the changing environment customers are changing in the market place. Successfully being able to judge customers satisfaction levels and to apply that knowledge potentially gives an advantage over competitors. Companies increasingly look to quality, satisfaction, and loyalty as keys to achieving market leadership. Understanding what drives these critical elements, how they are linked and how they contribute to your companys overall equity is fundamental to success.(AC Nielsen, 2000). Bata product quality is an important factor of this study. Product quality is directly related to the customers satisfaction. The study compared Bata stores and products with other stores. The study helps Bata to take corrective action to improve the quality of the products. Quality management conceived many organizations to become highly information driven in managing the operation side of the business. As customer retention and customer relationship building and maintenance take on more priority, customer learning and translation process become a core competency issue. Competing on superior value delivery will force organizations to, in effect, competing on superior customer value learning and translation capabilities (Burns and woodruff 1992; Day 1994; Slater and Narver 1995)
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Customer satisfaction analysis helps to know the shopping behavior of the customers. It also helps to know the shopping experience of the customers at the shoe stores. As shoe is becoming a fashionable part of everydays life day by day, as a result customers behavior change to the shoe stores within a very short period of time. The turnover of the company directly related to the satisfaction of the customers. Even within a short time the turnover of a company can change greatly. The satisfaction analysis and immediate corrective action can improve the turnover of a footwear company (SA Khan). Therefore, customer satisfaction analysis can improve the product quality and overall customer service of a footwear company. Customer satisfaction increase customer willingness to pay or price tolerance and, consequently, decrease price sensitivity. There are many benefits for a company from a high customer satisfaction level. It heightens customer loyalty and prevents customers churn, lowers customers price sensitivity, reduces the cost of failed marketing and of new customers creation, reduces operation costs due to customer number increases, improves the effectiveness of advertising, and enhances business reputation ( Fornell, 1992). The study will try to find out the quality level of Bata Shoe stores as well as the product. Comparison of Bata stores and products on these criteria will be shown in the study. Bata shoe company can heightens customer loyalty through this study by improving customer satisfaction. The main factor determining customer satisfaction is the customers own perception of product quality (Zeithamal & Bitner, 1996). In this study, product quality should be define as the customers satisfaction or dissatisfaction formed by their experience of purchase and use of the product (Parasuraman, Zeithamal, & Berry, 1988). Customer satisfaction affects profitability of a firm. The satisfaction analysis helps the company to know the customers dissatisfaction of a specific product or service. Company can take effective action to increase the turnover of the company. A study was conducted in factory outlet of Bata Shoe Company. Customer assessment helped Bata Shoe Company to increase the turnover of factory outlet (S. A. khan, 2010). As a general rule customer satisfaction and customer loyalty are very closely related. Customer satisfaction functions as an antecedent of customer loyalty. It prevents customer churn and consolidates retention, thereby constituting an important cause of customer loyalty (Formell, 1992; Reichheld, 1996). The overall study will try to identify the problem relevant to product, store, and customer service then suggest the company to take corrective action and provide better service to the customers.
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3.2 Graphical Model:
Product price Product quality Store location Product design, color, & style Store design and layout Salesmen behavior Advertisement Competitors marketing Policy Promptness of service Product availability Brand loyalty
Customer Satisfaction
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4.1 Research Method

Type of Research
A descriptive research has been conducted to analyze customers satisfaction of Bata Shoe Company. Some factors relevant to customers satisfaction have been compared between Bata shoe stores and other stores.
Target Population
The target population was considered each and every customer who buys footwear.
Sample Size
As every customer of footwear is included into the population, therefore it was not possible to collect data from the whole population. Here the sample size for the study was considered 30 footwear customers.
Sampling technique
A non-probability judgmental sampling technique has been followed from all the footwear customers in Bangladesh.
4.2 Measuring Instrument

Questionnaire has been used as the survey instrument and descriptive statistics used for data analysis. Five point likert scales, rank order measurement of variables and dichotomous questions have been used in the questionnaire. The five point likert scale has been assigned into 1 for not important and 5 for very important also 1 for much worse and 5 for much better.
4.3 Statistical Analysis

Descriptive statistics has been used for data analysis. Frequency distribution has been used under which mean, standard deviation, percentage for comparative data analysis. Bar chart has been used for graphical representation of comparative data.
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5.1 Customers Shopping Behavior
Brand awareness
Brand awareness consists of brand recognition and brand recall performance. Bata has strong brand awareness to the mass people of Bangladesh. The survey result has been depicted on the following bar chart. According to the result 70 per cent people can recall the name Bata, 23 percent people recall the name Apex, as a footwear store in this country in first time.
Footwear stores
80
60
40
20
Percent
0 Bata Apex Addidas Others
Footwear stores
Here, Bata has strong brand awareness among the mass people of Bangladesh. It can also be said that Apex is an emerging footwear brand in this country.
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Shoes purchased in last three months

According to the survey result 43.3 per cent people used to buy a pair of shoe in every three months.
Number of pair of shoes
50
40
30
20
Percent
10
0 None One Tw o Three Five or more
Number of pair of shoes
Price paid for everyday non-athlete shoe

This question is related to price paid by every customer for a pair of everyday used non-athlete shoes. According to the survey result 57 percent people pay Tk. 501-1000 for everyday used non-athlete shoe.
Retail price for non athletic shoes
60
50
40
30
20
Percent
10
0 up to 500 501-1000 1001-1500 1500-Above
Retail price for non athletic shoes
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Times visited at a Bata store

Times visited at a Bata store in past three months measure the customers attitude toward Bata products. From the survey result the following bar depicts that both 33.3 percent people used to visit a Bata store at least one-two or three-four times in every three months.
Times visited Bata store in past three months
40
30
20
10
Percent
0 None One-tw o Three-f our Five-six Seven-eight Nine-more
Times visited Bata store in past three months
Here it can be said the every person usually goes to a Bata store at least one time in a month.
Shoes purchased from Bata

According to the survey analysis 40 per cent of people buy a pair of shoe in every three months interval. Here 30 per cent did not buy any shoes from Bata for the last three months. It can be said that they buy shoes from some other stores.
Pair purchased from Bata in past three months
50
40
30
20
Percent
10
0 None One Tw o Three Five on more
Pair purchased from Bata in past three months
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Bata product quality Vs price:

Quality is the most important factor to exchange money for a product or service. A product price is determined by the quality. Customers perceive product price in terms of quality. According to the survey result 40 per cent people think Batas product is expensive based on quality.
Bata's quality vs price
50
40
30
20
Percent
10
0 Expensive f or the qu Fair and reasonable Medium Don't know
Bata's quality vs price
Times visited at other stores

According to the survey result 47 per cent people visit other stores rather than Bata at least one or two times in every three months interval.
Times visited other shoe stores in past three months
50
40
30
20
Percent
10
0 None One-tw o Three-f our Five-six Seven-eight Nine-more
Times visited other shoe stores in past three months
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Pair purchased from other shoe stores

The survey result found that both 33.33 per cent people at least bought a pair of shoe from other competitors stores and did not buy any shoe from competitors store in the last three months. It can be said that customers go through different competitors store to buy products and compare the brands.
40
30
20
10
Percent
0 None One Tw o Three Four Five or more
Competitors brand awareness

According to the survey result 63 per cent customers who bought shoes from other stores can remember the name. It can be said that customers are well known about other stores besides Bata.
Shoes purchased from others
70 60
50
40
30
20
Percent
10 0 yes Don't recall
Name of the competitors stores

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The survey regarding this question concluded that 24 per cent of people can recall the brand Apex as a single brand. Here 26 per cent people can recall other brand existing in the market place.

50
40
30
20
Percent
10
0 Apex Bay emporium Pegasas Others
Competitors store Quality versus price

Here the result shows that 50 per cent of the people think that competitors product price is fair and reasonable for quality of the stores
Quality of the store vs price

60
50
40
30
20
Percent
10
0 Expensive f or the pr Fair and reasonable Medium
Quality of the store vs price
Internet shopping
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Though internet shopping is increasing all over the world, but this survey result shows that 60 per cent people do not interested to buy shoes over internet. People are more interested to go to the stores physically and see the products rather than internet shopping.
Internet shopping
70 60
50
40
30
20
Percent
10 0 Yes No Consider
Internet shopping
Purchase of other products

Customers of Bata shoe store are interested to buy different products besides shoes as the company has been selling accessories. The following figure shows that more than 53 per cent people are interested to buy socks beside shoes. People are also interested to buy belt, shiner, shirt and pant etc. here 16 per cent people do not want to buy any other things except shoes.
Purchased others besides shoe
60
50
40
30
20
Percent
10
0 Socks Belt Bag Shinner Shirt & pant Nothing
Purchased others besides shoe
5.2 Factors affecting footwear buying from stores

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There are some factors which influence the shopping behavior of the customers. Due to the variability of the factors customers shopping behavior differentiate from store to store. These factors influence customers to buy shoes from which store. These factors are analyzed in the following figures:
Location of the store

Location is one of the important factors affecting shopping behavior of customers from which store to buy the shoes. According to the survey result 37 percent people think it as an important and 30 percent people think it as a very important factor.

40
30
20
10
Percent
0 Not at all important Somew hat important important Very important Not important
Quality of shoes
Quality of the product or service is a very important factor of shopping from a store. Here the survey result depicted on the bar chart that 87 per cent people think shoes quality is very important factor to buy shoes from a store.
Quality of shoes
100
80
60
40
Percent
20
0 Somew hat important Important V ery important
Quality of shoes
Comfort ability of shoes

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Shoes comfort ability is also a very important factor to buy the shoe from a store. According to the survey result 57 percent people think comfort ability is a very important factor to buy shoes from a store.
Comport of shoes
60
50
40
30
20
Percent
10 0 Not at all important Somew hat important Important Very important Not important
Comport of shoes
Knowledge of their staff

The survey result shows 40 per cent people think knowledge of the staffs is somewhat important to buy shoes from a store.
knowledge of the staff
50
40
30
20
Percent
10
0 Not at all important Somew hat important Important Very important Not important
knowledge of the staff
Helpfulness of their staff

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Helpfulness of the staffs is one of the factors of shopping from a store. Here 37 people think it somewhat important for buying shoes from a store.
40
30
20
10
Percent
Value for price offered by store

Customers always compare value of a product and price paid for that product value. It is one of the important factors for buying a product from a store. Here the figure depicts that approximately 47 per cent people think it is a very important factor to buy shoes from a store.
value for price offered by store
50
40
30
20
Percent
10
0 Somew hat important Important Very important
value for price offered by store
Fashionable style
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Now a days customers are looking for more fashionable footwear products at the stores. It is considered one of very important factors for buying shoes from a store. The survey result shows that 47 per cent people think it as a very important factor to buy shoes from a store.
Fashionable style
50
40
30
20
Percent
10
0 Not important Somew hat important Important Very important
Fashionable style
Brands of shoe offered

Here the result shows that brands of shoe offered in considered by 33.3 per cent people as important and 30 per cent people as very important. It can be said that people are more brand aware about shoe products and they consider brand image of a product to buy from a store.
40
30
20
10
Percent
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Selection of colors, style and sizes

Besides quality of shoes, footwear customers are also looking for various colorful, stylish, and sizable shoes. The survey result shows that 57 per cent people looking for large assortment of colorful, stylish, and sizable shows.
Selection of colors, style, and sizes
60
50
40
30
20
Percent
10 0 Not at all important Somew hat important Important Very important
Selection of colors, style, and sizes
Advertising
According to the survey result, advertising considered not an important factor of buying shoes from a shoe store. Here 30 per cent people think it somewhat important and more than 50 per cent people think it not even at all not an important factor for buying shoes from a store.
Advertising
40
30
20
10
Percent
Advertising
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Layout and design of store

Here the survey result shows that 30 per cent people think layout and design of stores is somewhat important to buy shoes from a store. But total 50 per cent people think it important and somewhat important for buying shoes from a store.
40
30
20
10
Percent
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Customer attitude toward a store selection:
Descriptive Statistics N Location of the store Quality of shoes Comport of shoes knowledge of the staff Helpfulness of their staff value for price offered by store Fashionable style Brands of shoe offered Selection of colors, style, and sizes Advertising Layout store and design of 30 30 30 30 30 30 30 30 30 30 30 30 Minimum 1.00 3.00 1.00 1.00 1.00 3.00 2.00 1.00 1.00 1.00 1.00 Maximum 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 Mean 3.7667 4.8333 4.2667 3.1667 3.3667 4.3667 4.0667 3.8000 4.3000 2.6000 3.0333 Std. Deviation 1.13512 .46113 1.04826 1.14721 1.06620 .66868 1.04826 1.06350 .98786 1.22051 1.40156
Valid N (list wise)
On the above table, the summary of the factors, affecting footwear shopping behavior is given. Here the mean value is more than 4 of the following factors such as quality of shoes, comfort ability of shoes, value for price offered by store, fashionable style, and selection of various products in terms of color, style and design. These factors are more important to the customers to choose a footwear store to buy shoes. Among the factors, the mean value of quality of shoes is 4.83, which is considered by the customers is the most important factor to buy shoe from a store. Here the result shows that whenever customers think to buy a shoe from a store, they think of the quality of the shoes in that store. Customers think about the price just after the quality of the product in deciding to go a shoe store. Later on customers consider color, style, and size of shoes of a shoe store. Customers also consider comfort ability of shoes, fashionable style offered by a store in choosing the right store. Among the factors, mean value of advertising is 2.6, is considered not an important factor to choose a store to buy shoe.
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5.4 Customers Shopping Experience at Bata Store

Customers visit Bata stores for
Customers visit Bata stores for different reasons such as just walked to see products displayed, to notice promotion, as a planned trip, see/hear advertising, returning product, recommendation, have a discount/gift certificate etc. according to the survey 33.3 per cent people visit Bata stores as a planned trip. Here it can be said that customers visit the store to have a fun.
Why do visit Bata

40
30
20
Percent
10
i /g ed nt ou sc di a e av H dg en dgi eann mh mc x c/oE eg Rn n ni si ur rti et ve ad
aw S
w st Ju
n ip d t ran edby nn d la e Palk s d w an st Ju by
/h
rd ea
Why do visit Bata
Purchase from Bata stores

According to the survey result 70 customers bought at least a product from Bata stores.
A purchase from Bata in last three months
80
d ke al
60
40
20
Percent
0 yes No
A purchase from Bata in last three months
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First time buying

Almost all the people of the country are well known about Bata Shoe Company and at least visit a single time at a Bata shoe store. Here the survey result shows that approximately 97 per cent people visit at a Bata store of the total population.
First time buying
120
100
80
60
40
Percent
20
0 Yes No
First time buying
Why not buy from Bata Stores

According to the survey result, both 20 per cent people think they dont find anything and saw something better in some other store that is why they do not visit a Bata store. A good number of people think that the products at Bata stores are not in their price range.
Why not buy from Bata
40
30
20
10
Percent
0 "Don't f ind anything Not in my price rang Poor service Saw something better Undecided/might retu
Why not buy from Bata
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Staff showed pair of shoes

According to the result both 30 per cent people agreed that the Batas salesmen showed them two and three or more pair of shoes. Here we can say that salesmen at Bata store are interactive and help the customers to choose a shoe.
Staff showed pair of shoes in last time
40
30
20
10
Percent
0 None One Tw o Three or more
Staff showed pair of shoes in last time
Pair of shoes customers try

To purchase a pair of shoe customers used to try few pairs of shoes to get the right product. According to the survey result more than 50 per cent customers try two or three or more time in a store visit.
Pair of shoes you tried in last visit
40
30
20
10
Percent
0 None One Tw o Three or more
Pair of shoes you tried in last visit
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Customers satisfaction of footwear needs

According to the result 53 per cent customers are sometimes satisfied with their footwear needs at Bata stores. So the company has to improve the customers service to fulfill their needs.
does bata satisfy all of footwear needs

60
50
40
30
20
Percent
10
0 Alw ays Often Sometimes Rarely Never
does bata satisfy all of footwear needs
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5.5 Comparison between Bata shoe stores and other shoe stores
The following table summarizes the descriptive statistics of Bata shoe stores and other shoe stores. Here the mean values of different factors are compared between Bata shoe stores and other shoe stores. This comparison is done on a scale of 1 to 5 points where 41 is much worse and 5 is much better. Here Bata shoe store is compared with other shoe stores such as Apex, Bay Emporium, Jennys, Pegasas, Addidas, and other unorganized shoes stores at different location like Elephant road shoe market.
Descriptive statistics Factors

Reflect up to date fashion shoes Comfort ability of shoes Quality of shoes Merchandise style, colors,& sizes Style of shoes that you like Having the right size of shoes you want Promptness of service from salespeople friendliness of service from salespeople Salespeople's product knowledge promptness of service at cash register Shoes worth the price paid Advertising and communication Display of shoes at window/front of the store Display of shoes in the interior Cleanliness and orderliness of the store Layout and design of the store Posters and pictures displayed in the store Store's sales and price discounts Wide assortment of accessories Store's location
Mean ( Bata)
3.0000 4.2333 4.1833 3.2333 3.1167 3.9667 4.0333 4.0333 4.1333 4.3000 3.7667 4.0333 4.2667 4.2667 4.1000 4.3667 3.8667 3.6333 3.7167 4.5333
Mean (others)
4.1667 3.3333 3.3167 3.5667 3.9500 3.6667 3.4667 3.4000 3.1333 3.3000 3.4667 3.1000 3.1333 2.9667 3.3000 3.2000 3.2667 3.4667 3.1667 2.9833
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Reflect up to date fashion shoes

Reflection of up to date fashion shoes is an important criteria for achieving customers buying response. According to the statistical analysis of the survey, the result shows that the mean value of Bata shoe stores on this factor is 3, where mean value of other stores is 4.16. Here it can be concluded that other shoe stores always in a better position to reflect up to date fashion shoes.
Comfort ability of shoes

Comfort ability is an important feature of footwear products. Bata always focuses the comfort ability of shoes. Bata has a strong team who always work for the development of the products. Here the mean value of Bata stores is 4.23 whereas of other stores is 3.33. It can be said that Bata products are more comfortable than other shoes.
Quality of shoes
Quality of a product always gets customer loyalty. Here the mean value of Bata stores for providing the quality products is 4.18 whereas it is 3.31 for other stores. Bata is in a leader position in the footwear industry for providing quality products.
Merchandise style, colors, & sizes

A large assortment of product categories creates immediate response from the customers. Batas mean value for providing stylish, colorful, and sizable shows is 3.23 whereas it is 3.56 for other shoe stores. Bata is not in a good position for providing wide assortment of various products. Rather other stores have an assortment of stylish, colorful, and sizable products.
Style of shoes that customers like

Now-a-days people are trendy in shoes. There are many unorganized shoe stores providing stylish and trendy shoes. Here the survey result shows that the mean value on this factor for Bata is 3.11 whereas the mean value for other stores is 3.95. Other stores are in a better position in providing stylish shoes than Bata.
Having the right size of shoes you want

According to the survey result the mean value of Bata shoe stores for providing right size for the customers is 3.96 whereas the mean value of other stores is 3.66. Bata is still in a better position for providing right size to the customers.
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Promptness of service from salespeople

Bata salesmen are very active in the stores to provide hearty service to the customers. The survey result shows that Bata in a better position for providing prompt service by the salesmen than any other shoe stores. Here the mean of Bata shoe store is 4.03 whereas the mean for other stores is 3.46.
Friendliness of service from salespeople

The mean value of this factor of Bata is 4.03 whereas the mean value of other stores is 3.4. The salesmen of Bata Shoe Company are very caring and friendly to the customers.
Salespeople's product knowledge

The mean value of Bata shoe stores for this factor is 4.13 whereas the value for other stores is 3.13. Bata is in a better position than other stores in salesmen product knowledge. Bata Shoe Company centrally provides training to the salesmen of the retail stores.
Promptness of service at cash register

The mean value of Bata shoe stores for prompt service at cash register is 4.3 whereas the mean of it for other shoe stores is 3.3. Bata is in a better position for providing the service at the cash counter.
Shoes worth the price paid

The mean value of Bata shoe stores for this factor is 3.76 whereas the mean of it for other shoe stores is 3.46. Customers of Bata Shoe Company still think that the price paid for the product is worthy.
Advertising and communication

Advertising is a communication tool used to promote the product to the customers. The mean of Bata stores on this factor 4.03 whereas the mean of it for other shoe stores is 3.10. Bata advertise its products through different media. In Bangladesh the company is the highest payer in advertising and communication.
Display of shoes at window/front of the store

The mean value of Bata shoe stores for displaying shoes at window is 4.26 whereas the mean of it for other shoe stores is 3.13. Bata renovation department works hard to maintain international standard to display products. Bata attract the customers by its store design and display of products.
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Display of shoes in the interior

The mean value of Bata shoe stores for displaying shoes in interior is 4.26 whereas the mean of it for other shoe stores is 2.96. Bata is best for displaying products in the interior store. Other shoe companies follow Bata to improve their interior design. Bata Basundhara city store is the model of attractive interior display of products.
Cleanliness and orderliness of the store

According to the survey result the mean value of Bata shoe stores for cleanliness and orderliness of the store is 4.1 whereas the mean of it for other shoe stores is 3.30. Customers are satisfied with this service of Bata shoe stores. Bata is in a leading position to provide cleanliness and orderliness store service.
Layout and design of the store

The mean value of Bata for layout and design of the stores is 4.36 whereas the mean of it for other shoe stores is 3.2. Bata renovation department works to design the stores layout. Customers are satisfied with Bata stores layout and store design.
Posters and pictures displayed in the store

The mean value of Bata for displaying posters and pictures is 3.86 whereas the mean of it for other shoe stores is 3.26. Bata displays posters and pictures in the retail outlets. It also uses banner and billboard in different places.
Store's sales and price discounts

The mean value of Bata Store's sales and price discounts is 3.63 whereas the mean of it for other shoe stores is 3.46. Bata provides sales and price discounts through its clearance outlets.
Wide assortment of accessories

The mean value of Bata Store's assortment of products and accessories is 3.63 whereas the mean of it for other stores is 3.16. Bata has a large assortment of mens, womens, and childrens product. Besides the shoes Bata has a collection of various accessories such as socks, belt, school bag, trendy womens bag etc.
Store's location
The mean value of Bata Store's location is 4.53 whereas the mean of it for other stores is 2.98. 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. This is an positive aspect of Bata shoe company. 39 | P a g e
6.1 Conclusion
Here the study tried to find out customers shopping experience at Bata store and other shopping stores in Bangladesh. 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. These factors are store's location, reflect up to dare fashion shoes in the stores, selection of merchandise, comfort ability of shoes, quality of shoes, promptness of service from salespeople, friendliness of service from salespeople, salespeople's 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 .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 a loyal customers group who buy Bata only for its quality. Here it can be recommended that if Bata can provide customers a large assortment of stylish and trendy products, the turnover and market share will increase tremendously.
6.2 Recommendations
From the above comparison between the mean value of Bata Shoe Company and other shoe stores, it is recommended that in most of the cases Bata is in a superior position than other shoe stores. Bata provides superior value to the customers in quality of shoes store's location, comfort ability of shoes, promptness of service from salespeople, friendliness of service from salespeople, salespeople's 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. But, 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.
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6.3 Limitations of the Study and Scope of future Research

The respondents were only 30 in number. Due to a small number of respondents the result of the research might not focus the real scenario of the study. A more clear idea could be found if the sample size would bigger. However, there was also a time constraint to do a research in a large extent. This research was conducted on the customer satisfaction analysis. The similar study can be conducted on this issue with a large sample size that would help to find out a deep and accurate outcome. Beside customer satisfaction analysis, the impact of satisfaction and dissatisfaction can be studied. The impact of customer satisfaction on the turnover of the company can also be studied in future. The survey also conducted to the rural area to know the brand awareness of Bata Shoe Company. Above all, for any further similar study, this paper can help in some relevant issues.
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References:
1. A. Yuksel and M. Rimmington,(1998), Customer-Satisfaction Measurement 2. R. T. Ronald and Z.J. Anthony,(1993), Customer Satisfaction, Customer Retention,and market Share 3. C.A. Gilbert,JR, and S. Carol,(1982), An Investigation into the determinants of customer satisfaction 4. J. Joseph C.JR, M.K. Brady, and G.T.M. Hult,(2000),Assessing the effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments 5. A.W. Eugene, F. Claes, and L.R. Donald,(1994), Customer satisfaction, market share, and profitability 6. W.B.Robert(1997),Customer value: The next source for competitive advantage 7. P. Oja(2010), Significance of Customer Feedback 8. Salman, (2010), A Study to improve turnover of Batas factory outlet 9. A. Parasuraman,(1997),Reflections on gaining competive advantage through customer value 10. Kotler. Philip, Armstrong. Gary, (2008), Principles of Marketing, Twelfth edition 11. Malhotra.Naresh.K Marketing Research, (2007-08), Fifth Edition. 12. Annual Report, 2008-2009, Bata Shoe Company Bangladesh Limited. 13. www.bata.com 14. www.batabd.com
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Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

1.2 Objective of the Study

1.3 Importance of the Study

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

1.4 Bata Shoe Company

1.5 Mission & Vision

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

1.6 Bata Shoe Company-Today

1.7 Business Units of Bata Shoe Company

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

2.1 Bata Shoe Company Bangladesh Ltd

2.2 Bata Business Types

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

2.3 SWOT Analysis of Bata Shoe Company Bangladesh Ltd

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

2.4 Product Category

2.5 Bata brands

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

3.1 Literature Review

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

3.2 Graphical Model:

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

4.1 Research Method

4.2 Measuring Instrument

4.3 Statistical Analysis

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

5.1 Customers Shopping Behavior

0 Bata Apex Addidas Others

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

Shoes purchased in last three months

0 None One Tw o Three Five or more

Number of pair of shoes

Price paid for everyday non-athlete shoe

0 up to 500 501-1000 1001-1500 1500-Above

Retail price for non athletic shoes

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

Times visited at a Bata store

0 None One-tw o Three-f our Five-six Seven-eight Nine-more

Times visited Bata store in past three months

Shoes purchased from Bata

0 None One Tw o Three Five on more

Pair purchased from Bata in past three months

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

Bata product quality Vs price:

0 Expensive f or the qu Fair and reasonable Medium Don't know

Bata's quality vs price

Times visited at other stores

0 None One-tw o Three-f our Five-six Seven-eight Nine-more

Times visited other shoe stores in past three months

Customers Satisfaction Analysis of Bata Shoe Company Bangladesh ltd

Pair purchased from other shoe stores

0 None One Tw o Three Four Five or more

Pair purchased from other shoe stores

Competitors brand awareness

10 0 yes Don't recall