Introduction Pavi

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INTRODUCTION

MEANING: Brand awareness is a marketing concept that measures consumers' knowledge of a

brand's existence. At the aggregate (brand) level, it refers to the proportion of consumers who know ofthe brand . It is also the extent to which a brand associated with a particular product is documented by potential andexisting customers either positively or negatively.

DEFINITION:Extent to which a brand is recognized by potential customers and is correctly associated with a particular product.Expressed usually as a percentage of target market , brand awareness is the primary goalof advertising in the earlymonthsor years of a product's introduction.

IMPORTANCE OF BRAND AWARENESS :Creating a strong and effective brand is one of the best ways to promote a business. If you provide ahigh level of service and a good product to your customers your brand will become synonymous withthese traits, creating a conscious and subconscious bonThe consumer associates the brand with positivevalues so there is no need for the company logo to change, in fact this works well for companieslooking to diversify their products as the positive reinforcement of the old brand is carried forwardonto the new product, for example:

Virgin have used the same logo since 1978 when it started as a record store, it has sincediversified into markets including radio production, mobile phones, wines and air travel.Despite many failed business ventures the brand still holds power to promote any new

endeavours.

Tesco supermarkets have created a multi-layered brand by producing different quality levels ofgoods, they have a value range, a mid-range, and an expensive upmarket range. This allowstheir brand to appeal to a wide customer demographic, and also to diversify into other businessfields where a broad customer base is required such as banking.

Coca-Cola has such a strong brand identity it managed to change the recognised colour ofFather Christmas suit from green to red through a highly successful advertising 1. Differentiateyour brand

WAYS TO BUILD BRAND AWARENESS:1. DIFFERENTIATE BRAND:

Branding is all about sending a strong and consistent message. With a strong brand, youwon't have to sell for as long or as hard. Customers will know what you stand for before you give your

pitch or proposal.

You want to be easily identifiable at every customer touch point, from word of mouth to final sale.Whether it;s by visiting your web site or seeing a print add, ensure that every bit and byte of

packaging, presentations, communications, and marketing speaks with your brand-consistent look andfeel.

If your business is in a highly competitive area, it is critical to keep fine-tuning your brand image, thisis what will make you stand out from your competitors.


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The only way to see if you are standing out from the crowd is by performing a competitive analysis. Ifyou have not performed one for a while make time to take this important step in re-aligning your

brand.

Clip all your competitors' ads

Review their PR coverage

Research them online

and buy their products and services

From this you can decide what makes yourproduct or service different. It's this point of differentiationthat allows you to create an image that sticks in customers' minds.

2. PROMISE VALUE:

Now that you have worked out what separates you from your competitors, it is time to redefine yourbrand messageso that your best prospects can relate to what your company stands for. Ask yourself,how well do you know and understand your customers? Create an accurate portrait of your target

prospects. Research them and this will help you focus yourbranding efforts. From doing this it will

help you reach the audience that will be most receptive to the unique qualities of your products andservices.

Do not try and be all things to all people. This will only cause you to end up with a diluted and weakbrand. Concentrate more on what your unique customers want, need and value the most. This willresult in strong branding and sales.

If you are unsure what your customers value the most from your products and services, set-up amessage board on your web site or a printed satisfaction survey to your mailing list - these will helpyou monitor customers' perceptions of your brand and uncover any unmet needs.

3. BECOME A MARKET LEADER.

To become a true leader in your market niche, focus on improving your customers' experiences andinteractions with your company. Honour what your brand symbolises by continuing to deliver to yourhigh value customers. Always make sure you keep your promises and live up to your marketingclaims. In todays world, before making many purchases, customers will:

Look at reviews

Read in-depth information

And pay attention to word of mouth

This is known as "ownership experience" and customers do this in order top feel confident that thepurchase and post-purchase experience will live up to expectations raised bybrand marketing.

4. INTERGRATE YOUR MESSAGE.

How consistent is your brand's message communicated? Do the messages of your various marketingprograms conflict? The same branding should appear uniform on your entire advertising range,marketing channels and promotional options, not just stationary or sales brochures. That includes

press releases

e-mail signatures

trade show displays and booths

store or office signage

banners and billboards

print ads

posters and marketing for sponsored or charity events
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in other words everything.

Audit all your company's current marketing communications, paying particular attention to sales tools- as over time, these tend to become mismatched and disconnected from other marketing efforts. Thiswill ensure that your branding tune-up is successful, and once your sales and marketing tools are re-aligned, will create a stronger brand image

Top of the mind awareness brand equity high

Brand recall vulnerable equity

Brand recognition differentiate eqity

Unaware of brand no equity

INDUSTRY PROFILE :INTRODUCTION:

A shoe is an item of footwear intended to protect and comfort the human foot while doing variousactivities. Shoes are also used as an item of decoration. The design of shoes has varied enormouslythrough time and from culture to culture, with appearance originally being tied to function.Additionally fashion has often dictated many design elements, such as whether shoes have very highheels or flat ones. Contemporary footwear varies widely in style, complexity and cost. Basic sandalsmay consist of only a thin sole and simple strap. High fashion shoes may be made of very expensivematerials in complex construction and sell for thousands of dollars a pair. Other shoes are for veryspecific purposes, such as boots specially designed for mountaineering or skiing.


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Shoes have traditionally been made from leather, wood or canvas, but are increasingly made fromrubber, plastics, and other petrochemical-derived materials.

Until recent years, shoes were not worn by most of the world's populationlargely because they couldnot afford them. Only with the advent of mass production, making shoes available very cheaply, hasshoe-wearing become predominan.

HISTORY:

A History of Shoes

The surprisingly complex world of shoes has dramatically evolved throughout time; like most fashionitems, shoes have gone from being no more than a practicality to a statement of fashion, confidence,and wealth. Whilst the first shoes, dating back to the early B.C. years, were built purely as a form of

protection from rough, uneven ground, today shoes are deemed as one of the most iconicphenomenons in the fashion industry; if Kate Moss was wearing them yesterday, most women will

want to be wearing them tomorrow. The fashion-rules by which so many of us religiously abide are intruth sometimes a little strange Why will some women endure pain as they cram their feet into an illfitting shoe? The answer of course lies in the fashion industrys unequivocal influence on society andculture from every womans lust for a designer stiletto, to every girls dream of owning Cinderellasglass slipper, society has dictated that we simply must have an insatiable desire for shoes. Equallyremarkable is that most of us today are willing to fall into this, yet popular passion and shell out

phenomenal sums of money to satisfy our yearning.

The Shoes of Today

The 1900s unquestionably demonstrated the most radical changes in the shoemaking industry; theSecond World War stripped designers of their artistic licence, and brought consumers back to the bareessentials. Nonetheless, from 1945 post-war morale won over the fashion gurus once more and broughtrevolutionary designs back to the high street. By the 1960s the more radical the design the better;rainbow coloured boots and citrus green platforms were patrolling the streets in their millions, markinga profound change in the world of the shoe industry as well as promoting world peace. Thisoutlandish craze continued, and indeed augmented throughout the seventies until finally society tookhold of the shoe market, with the rise of the career woman in the 1980s came a demand for a moresuitable working womans shoe. Predominantly in the Oxidant, the arrival of equal opportunities meantthat designers had to cater for those adorning the power woman image low-heeled shoes and blandcolours were in popular demand. Some however, opposed this image; celebrities such as Madonnacelebrated the world of neon spandex and luminous blue trainers, and so encouraged the fashion worldto continue startling the public with an enthusiastic use of colour: previously tan coloured Moccasins

were suddenly marched onto the high street in bright reds and blues.

Types

Dress and casual:

Dress shoes are characterized by smooth and supple leather uppers, leather soles, and narrow sleekfigure. Casual shoes are characterized by sturdy leather uppers, non-leather outsoles, and wide profile.

Some designs of dress shoes can be worn by either gender. The majority of dress shoes have an uppercovering, commonly made of leather, enclosing most of the lower foot, but not covering the ankles.This upper part of the shoe is often made without apertures or openings, but may also be made withopenings or even itself consist of a series of straps, e.g. an open toe featured in women's shoes. Shoeswith uppers made high to cover the ankles are also available; a shoe with the upper rising above theankle is usually considered a boot but certain styles may be referred to as high-topped shoes or high-


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tops. Usually, a high-topped shoe is secured by laces or zippers, although some styles have elasticinserts to ease slipping the shoe on.

Men's

This male dress shoe, known as a, is distinguished by its open lacing. Men's shoes can be categorizedby how they are closed:Oxford (also referred as "Balmorals"): the vamp has a V-shaped slit to which the laces are attached;also known as "closed lacing". The word "Oxford" is sometimes used by American clothing companiesto market shoes that are not Balmorals, such as Bluchers.

blucher (American), Derby (British): the laces are tied to two pieces of leather independentlyattached to the vamp; also known as "open lacing" and is a step down in dressiness.

Monk strats a buckle and strap instead of lacing

Slip ons:There are no lacings or fastenings. The popular loafter are part of this category, as wellas less popular styles, such as elastic-sided shoes.

Men's shoes can also be decorated in various ways:

Plain-toes: have a sleek appearance and no extra decorations on the vamp.

Cap-toes: has an extra layer of leather that "caps" the toe. This is possibly the most populardecoration.

Brogues (American: wing-tips): The toe of the shoe is covered with a perforated panel, thewing-tip, which extends down either side of the shoe. Brogues can be found in both balmoraland blucher styles, but are considered slightly less formal.

Men's shoes on display in a shopping outlet.

Formal high-end men's shoes are manufactured by several companies around the world, most notably

in England, France, Italy, and America. Notable British brands include: Church's English Shoes(est.1873), John Lobb Bootmaker(est. 1849), Edward Green Shoes(est. 1890), and Crockett & Jones (est.1879). Both John Lobb and Edward Green offerbespoke products. In between the world wars, men'sfootware received significant innovation and design, led by cobblers and cordwainers in London'sWest End.[11] The most notable French product is made by J.M. Weston. Armani of Italy was a majorinfluence on men's shoe design in the 1960s-1980s until they returned to the larger proportions of itsforebears, the welt-constructed Anglo-American dress shoe originally created inEdwardian England.Another well-known Italian company isSalvatore Ferragamo Italia S.p.A .. The remaining eliteAmerican companies areAllen Edmonds and Alden Shoe Company. Alden, located in New England,specializes in genuine shell cordovan leather from the only remaining horse tannery in America(Chicago)[12] and is completely manufactured in America, whereas Allen Edmonds, of Wisconsin, is alarger company that outsources some of its production.[13]

Women's

Women's shoes on display in a shop window, 2005

There is a large variety of shoes available for women, in addition to most of the men's styles beingmore accepted as unisex. Some broad categories are:

High-heeled footwear is footwear that raises the heels, typically 2 inches (5 cm) or moreabove the toes, commonly worn by women for formal occasions or social outings. Variantsincludekitten heels (typically 1-2 inches high) and stilletto heels (with a very narrow heel

post) and wedge heels (with a wedge-shaped sole rather than a heel post).

Sneaker boot or sneaker pump: a shoe that looks like an athletic shoe, but is equipped with a

heel, making it a kind of novelty dress shoe.

Mules are shoes or slippers with no fitting around the heel (i.e. they are backless)
http://en.wikipedia.org/wiki/Brogueshttp://en.wikipedia.org/wiki/Church'shttp://en.wikipedia.org/wiki/Church'shttp://en.wikipedia.org/wiki/John_Lobb_Bootmakerhttp://en.wikipedia.org/wiki/Edward_Green_Shoeshttp://en.wikipedia.org/wiki/Edward_Green_Shoeshttp://en.wikipedia.org/wiki/Bespokehttp://en.wikipedia.org/wiki/Cobblershttp://en.wikipedia.org/wiki/Cordwainerhttp://en.wikipedia.org/wiki/J.M._Westonhttp://en.wikipedia.org/wiki/Armanihttp://en.wikipedia.org/wiki/Edwardian_Englandhttp://en.wikipedia.org/wiki/Edwardian_Englandhttp://en.wikipedia.org/wiki/Salvatore_Ferragamo_Italia_S.p.A.http://en.wikipedia.org/wiki/Salvatore_Ferragamo_Italia_S.p.A.http://en.wikipedia.org/wiki/Allen_Edmondshttp://en.wikipedia.org/wiki/Allen_Edmondshttp://en.wikipedia.org/wiki/Alden_Shoe_Companyhttp://en.wikipedia.org/wiki/High-heeled_footwearhttp://en.wikipedia.org/wiki/Kitten_heelhttp://en.wikipedia.org/wiki/Kitten_heelhttp://en.wikipedia.org/wiki/Stilletto_heelhttp://en.wikipedia.org/wiki/Sneaker_boothttp://en.wikipedia.org/wiki/Mule_(footwear)http://en.wikipedia.org/wiki/File:Shoeshopping.jpghttp://en.wikipedia.org/wiki/Brogueshttp://en.wikipedia.org/wiki/Church'shttp://en.wikipedia.org/wiki/John_Lobb_Bootmakerhttp://en.wikipedia.org/wiki/Edward_Green_Shoeshttp://en.wikipedia.org/wiki/Bespokehttp://en.wikipedia.org/wiki/Cobblershttp://en.wikipedia.org/wiki/Cordwainerhttp://en.wikipedia.org/wiki/J.M._Westonhttp://en.wikipedia.org/wiki/Armanihttp://en.wikipedia.org/wiki/Edwardian_Englandhttp://en.wikipedia.org/wiki/Salvatore_Ferragamo_Italia_S.p.A.http://en.wikipedia.org/wiki/Allen_Edmondshttp://en.wikipedia.org/wiki/Alden_Shoe_Companyhttp://en.wikipedia.org/wiki/High-heeled_footwearhttp://en.wikipedia.org/wiki/Kitten_heelhttp://en.wikipedia.org/wiki/Stilletto_heelhttp://en.wikipedia.org/wiki/Sneaker_boothttp://en.wikipedia.org/wiki/Mule_(footwear)


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Slingbacks are shoes which are secured by a strap behind the heel, rather than over the top ofthe foot.

Ballet flats, known in the UK as ballerinas, ballet pumps orskimmers, are shoes with a verylow heel and a relatively short vamp, exposing much of the instep. They are popular for warm-weather wear, and may be seen as more comfortable than shoes with a higher heel.

Court shoes, known in the US as pumps, are typically high-heeled, slip-on dress shoes.

COMPANY PROFILE :

Foundation, Tom BaaThe company was founded in 1894 Zln(then Austro-Hungarian Empire, today the Czech Republic)

by Tom Baa (Czech pronunciation:[toma baca ]), whose family had been cobblers for generations.A large order from the army, military shoes and rising demand for them, during World War I startedrapid growth and small manufacture turned into modern industrial concern, one of the first mass

producers of shoes.

Tom Baa was recognized for his social consciousness, establishing housing, cinemas andadvancement programmes for his employees. The phrase "work collectively, live individually" is oneof his sayings. Baa recognized the potential of large-scale production, and was often called the"Henry Ford of Eastern Europe". He saw technology as a means of progress, and wanted to make theshoes as cheaply as possible so that the greatest number of people could access them

In 1932 Tom died in a plane crash at the Zln airport (attempting to take-off under bad weatherconditions) and his half-brotherJan Antonn Baabecame head of the company.

At the time of Tom's death, the Baa company employed 16,560 people, maintained 1,645 shops and25 enterprises. Most of what Tom had built was centralized in Bohemia-Moravia (15,770 employees,1,500 shops, 25 enterprises) and Slovakia (250 employees and 2 enterprises). The total international

contribution to the Baa organization at the time of Tomas's death consisted of 20 internationalenterprises, 132 shops, and 790 employee.

The success of any product in the market depends on the brand. The brand are considered as significant thing in the product market. The study mainly undertaken to identify the brand awareness of the customer. Once brand image identified, it would be possible for the management to take the necessary action

to improve the product in the market. Better brand image will help the organization and product to be rare efficient and increase the

profits.

OBJECTIVES OF THE STUDY:-

PRIMARY OBJECTIVE :

To study level of brand awareness about BATA shoes.
http://en.wikipedia.org/wiki/Slingbackhttp://en.wikipedia.org/wiki/Ballet_flathttp://en.wikipedia.org/wiki/Ballet_flathttp://en.wikipedia.org/wiki/Court_shoehttp://en.wikipedia.org/wiki/Court_shoehttp://en.wikipedia.org/wiki/Zl%C3%ADnhttp://en.wikipedia.org/wiki/Zl%C3%ADnhttp://en.wikipedia.org/wiki/Austro-Hungarian_Empirehttp://en.wikipedia.org/wiki/Czech_Republichttp://en.wikipedia.org/wiki/Tom%C3%A1%C5%A1_Ba%C5%A5ahttp://en.wikipedia.org/wiki/Wikipedia:IPA_for_Czech_and_Slovakhttp://en.wikipedia.org/wiki/Wikipedia:IPA_for_Czech_and_Slovakhttp://en.wikipedia.org/wiki/Wikipedia:IPA_for_Czech_and_Slovakhttp://en.wikipedia.org/wiki/Wikipedia:IPA_for_Czech_and_Slovakhttp://en.wikipedia.org/wiki/Wikipedia:IPA_for_Czech_and_Slovakhttp://en.wikipedia.org/wiki/Wikipedia:IPA_for_Czech_and_Slovakhttp://en.wikipedia.org/wiki/Wikipedia:IPA_for_Czech_and_Slovakhttp://en.wikipedia.org/wiki/Wikipedia:IPA_for_Czech_and_Slovakhttp://en.wikipedia.org/wiki/Wikipedia:IPA_for_Czech_and_Slovakhttp://en.wikipedia.org/wiki/Wikipedia:IPA_for_Czech_and_Slovakhttp://en.wikipedia.org/wiki/Tom%C3%A1%C5%A1_Ba%C5%A5ahttp://en.wikipedia.org/wiki/Henry_Fordhttp://en.wikipedia.org/wiki/Jan_Anton%C3%ADn_Ba%C5%A5ahttp://en.wikipedia.org/wiki/Slingbackhttp://en.wikipedia.org/wiki/Ballet_flathttp://en.wikipedia.org/wiki/Court_shoehttp://en.wikipedia.org/wiki/Zl%C3%ADnhttp://en.wikipedia.org/wiki/Austro-Hungarian_Empirehttp://en.wikipedia.org/wiki/Czech_Republichttp://en.wikipedia.org/wiki/Tom%C3%A1%C5%A1_Ba%C5%A5ahttp://en.wikipedia.org/wiki/Wikipedia:IPA_for_Czech_and_Slovakhttp://en.wikipedia.org/wiki/Tom%C3%A1%C5%A1_Ba%C5%A5ahttp://en.wikipedia.org/wiki/Henry_Fordhttp://en.wikipedia.org/wiki/Jan_Anton%C3%ADn_Ba%C5%A5a


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SECONDARY OBJECTIVES:-

To study on the various competing brands preferred by the customers. To ascertain the sources of selection of products.

To find the ways to promote brand awareness among consumers about BATA shoes.

SCOPE OF THE STUDY:-

This study helps to know about the brand awareness of the customers in BATA products. This research helps to know about the performance of BATA in brand awareness program

implemented. Further through this study the various awareness program that can be implemented by BATA to

improve its awareness.


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LIMITATION OF THE STUDY :-

The result of the study is mainly depends on the information given by respondents, which may bebiased.

The study is limited to Chennai only. So results are not applicable to all areas. Since the attitude of the people frequently changes the result is determined according to current

situation.


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RESEARCH METHODOLOGY :-

RESEARCH:-

Research can be defined as the search forknowledge, or as any systematic investigation, to establishnovel facts, solve new or existing problems, prove new ideas, or develop new theories, usually using ascientific method. The primary purpose forbasic research is discovering,interpreting, and thedevelopmentof methods and systems for the advancement of human knowledge on a wide variety ofscientific matters of our world and the universe.

RESEARCH DESIGN:-

Research designs are concerned with turning theresearch question into a testing project. The bestdesign depends on your research questions. Every design has its positive and negative sides. The

research design has been considered as a "blueprint" for research, dealing with at least four problems:what questions to study, what data are relevant, what data to collect, and how to analyze the results.
http://en.wikipedia.org/wiki/Knowledgehttp://en.wikipedia.org/wiki/Knowledgehttp://en.wikipedia.org/wiki/Scientific_methodhttp://en.wikipedia.org/wiki/Scientific_methodhttp://en.wikipedia.org/wiki/Basic_researchhttp://en.wikipedia.org/wiki/Basic_researchhttp://en.wikipedia.org/wiki/Discovery_(observation)http://en.wikipedia.org/wiki/Discovery_(observation)http://en.wikipedia.org/wiki/Interpretation_(logic)http://en.wikipedia.org/wiki/Interpretation_(logic)http://en.wikipedia.org/wiki/Research_and_developmenthttp://en.wikipedia.org/wiki/Research_and_developmenthttp://en.wikipedia.org/wiki/Knowledgehttp://en.wikipedia.org/wiki/Epistemologyhttp://en.wikipedia.org/wiki/Research_questionhttp://en.wikipedia.org/wiki/Research_questionhttp://en.wikipedia.org/wiki/Knowledgehttp://en.wikipedia.org/wiki/Scientific_methodhttp://en.wikipedia.org/wiki/Basic_researchhttp://en.wikipedia.org/wiki/Discovery_(observation)http://en.wikipedia.org/wiki/Interpretation_(logic)http://en.wikipedia.org/wiki/Research_and_developmenthttp://en.wikipedia.org/wiki/Knowledgehttp://en.wikipedia.org/wiki/Epistemologyhttp://en.wikipedia.org/wiki/Research_question


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DESCRIPTIVE RESEARCH :-

Descriptive research, also known as statistical research, describes data and characteristics about thepopulation or phenomenon being studied. Descriptive research answers the questions who, what,

where, when and how.In short descriptive research deals with everything that can be counted and studied. Descriptiveresearch can be said to have a low requirement forinternal validity.

DATA COLLECTION:-

Data collection is a term used to describe a process of preparing and collecting data- for example aspart of aprocess improvementor similar project. The purpose of data collection is to obtaininformation to keep on record, to make decisions about important issues, to pass information on toothers.

Data can be classified as primary data and secondary data. Primary data is data gathered for the firsttime by the researcher; secondary data is data taken by the researcher from secondary sources, internalor external.

PRIMARY DATA:-

Primary research entails the use of immediate data in determining the survival of the market. Thepopular ways to collect primary data consist of surveys, interviews and focus groups, which shows thatdirect relationship between potential customers and the companies.

SECONDARY DATA :-secondary research is a means to reprocess and reuse collected information as an indication for

betterments of the service or product. Secondary data is obtained from some other organization thanthe one instantaneously interested with current research project. Secondary data was collected andanalyzed by the organization to convene the requirements of various research objectives.

3.1.5 PILOT STUDY

The data gathering exercise was begun with a survey pretest analysis. Samples of 25 were investigated to assess

the suitability of the questionnaire design. Based on the response entertained by them and analysis of the same

questionnaire was found to be suitable for the study.

3.1.6 DIRECT PERSONAL INVESTIGATIONUnder this method, the investigator has to meet the employees personally to get information. The data obtained by

this method are reliable with greater degree of accuracy.

3.1.7 DATA COLLECTION INSTRUMENT

Inthis project, the questionnaire is used for collecting the primary data . The questionnaire consists of a number of

questions typed in a definite order on a form or set of forms relating to certain specific aspects regarding which the

researcher collects the data.

3.1.8 TYPES OF QUESTIONS
http://en.wikipedia.org/wiki/Statisticshttp://en.wikipedia.org/wiki/Statistical_populationhttp://en.wikipedia.org/wiki/Internal_validityhttp://en.wikipedia.org/wiki/Internal_validityhttp://en.wikipedia.org/wiki/Datahttp://en.wikipedia.org/wiki/Datahttp://en.wikipedia.org/wiki/Process_improvementhttp://en.wikipedia.org/wiki/Process_improvementhttp://en.wikipedia.org/wiki/Statisticshttp://en.wikipedia.org/wiki/Statistical_populationhttp://en.wikipedia.org/wiki/Internal_validityhttp://en.wikipedia.org/wiki/Datahttp://en.wikipedia.org/wiki/Process_improvement


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Open-ended questions

Open-ended questions are the type of questions used to get suggestion from the respondent in order to give

feed back to the organization.

Close-ended questions

Close-ended questions are the type of questions with a clear declined set of alternatives that confine the

respondent to choose one of them. It is of two types

a) Multiple-choice questions

In this type of questions, the respondents are given 4-5 choices in which the respondents has to select one. For

this type of questions, we can apply statistical tools like Chi-square and weighted average method.

b) Dichotomous questions

In this type of questions, the respondents are given two choices in which the respondents has to select

one. For this type of questions, we can apply statistical tools like internal estimate method.

c) Ranking

In ranking, questions will have the ranking skill, where the respondents are free to rank them

according to their preference.

3.1.9 SAMPLE SIZE:

A sample size of 113 responses has been considered in order to study the competency level of employees

to do the job effectively.

3.1.10 STATISTICAL TOOLS USED.

3.1.10.1Percentage Analysis

Percentage method helps to find out the most preferred choice of attributes by having 100 as the percentage value.

It is the simplest form of calculation that can be used for comparison of various attributes.

3.1.10.2 Chart

Number of respondents

Percentage = ----------------------------------- * 100

Total respondents


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The tables and charts are used mainly for the multiple choice questions. And these tables and charts are used to

frame the findings. Graphical method is used in order to represent the factor in various graphical methods like pie chart,

column chart, tubes, cone and cylinder.

3.1.10.3 Chi-square:

Chi-square is a test statistic used to test the significant relationship between the observed frequencies ant the

expected frequencies. Chi-square is a non-parametric test developed by Karl Pearson. Goodness of fit implies perfect

tallying of the observed and estimated values. In Chi-square, if the observe data and the estimated data do not have

significant difference, that is, the calculated value of 2 is less than the table value of 2 at a given degree of freedom), then

the estimate is said to be a good fit. If the calculated value of 2 is greater than the table value of 2 at a given degree of

freedom, then the estimate is not considered a good fit.

In this method, we test if two attributes considered are dependent or not.

Null Hypothesis Ho : Attributes are independent

Alternative Hypothesis H1: Attributes are not independent

Degrees of Freedom : (Number of rows 1) (Number of columns-1)

Where,

Oi

= Observed Frequency and

Ei

= Expected Frequency

3.1.10.4 Interval estimation:

An estimation of a population parameter given by two numbers between which the parameter

may be considered to lie is called as interval estimation of the parameter.

Where, p is the sample proportion of success, q is the sample proportion of failure, n is

the sample size & z is the standard variants for a given confidence level.

==n

1i

2

cal ( )

EO

2

ii

pqp

z


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3.1.10.5 Spearman's rank correlation coefficient:

Spearman's rank correlation coefficient is a non-parametric measure ofstatistical dependence between

two variables. It assesses how well the relationship between two variables can be described using amonotonic function. If there are no repeated data values, a perfect Spearman correlation of +1 or 1

occurs when each of the variables is a perfect monotone function of the other.

Where X is the frequency of one variable, X is the summation of X

Y is the frequency of other variable , Y is the summation of Y

3.1.10.6 KolmogorovSmirnov test

In statistics, the KolmogorovSmirnov test (KS test) is a nonparametric test for the equality of

continuous, one-dimensional probability distributions that can be used to compare a sample with a

reference probability distribution (one-sample KS test), or to compare two samples (two-sample KStest).

ANALYSIS AND INTERPRETATION :-
http://en.wikipedia.org/wiki/Non-parametric_statisticshttp://en.wikipedia.org/wiki/Correlation_and_dependencehttp://en.wikipedia.org/wiki/Monotonichttp://en.wikipedia.org/wiki/Statisticshttp://en.wikipedia.org/wiki/Andrey_Kolmogorovhttp://en.wikipedia.org/wiki/Vladimir_Ivanovich_Smirnov_(mathematician)http://en.wikipedia.org/wiki/Nonparametric_statisticshttp://en.wikipedia.org/wiki/Probability_distributionhttp://en.wikipedia.org/wiki/Random_samplehttp://en.wikipedia.org/wiki/Non-parametric_statisticshttp://en.wikipedia.org/wiki/Correlation_and_dependencehttp://en.wikipedia.org/wiki/Monotonichttp://en.wikipedia.org/wiki/Statisticshttp://en.wikipedia.org/wiki/Andrey_Kolmogorovhttp://en.wikipedia.org/wiki/Vladimir_Ivanovich_Smirnov_(mathematician)http://en.wikipedia.org/wiki/Nonparametric_statisticshttp://en.wikipedia.org/wiki/Probability_distributionhttp://en.wikipedia.org/wiki/Random_sample


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GENDER:-

S.NO GENDER NO.OFRESPONDENTS

IN %

1 MALE 70 70%

2 FEMALE 30 30%

FINDINGS:-

The above table shows that 70 respondents are male. The above table shows that 30 respondents are female.

INFERENCE:-

It was found that male respondents are more.

SELECT THE BRAND NAME WHICH COMES TO YOUR MIND :

S.NO OPTIONS NO OFRESPONDENTS

IN %

1 Bata 20 20%

2 Nike 25 25%


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3 Rebook 27 27%

4 Reliance foot print 6 6%

5 Metro 12 12%

6 Mochi 10 10%

INFERENCE:-

The above table shows that 20 respondent has selected Bata. 25 respondents have selected Nike brand. 27 respondents have selected Reebok brand. 6 respondents have selected Reliance foot print brand.

12 respondents have selected Metro brand. 10 respondents have selected Mochi brand.

FINDINGS:-

It was found that Reebok brand comes to mind to most of the respondents.

HOW WELL YOU KNOW ABOUT BATA PRODUCTS:

S. NO OPTIONS NO OFRESPONDENTS

IN %

1 Very well 65 65%


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2 Not much 20 20%

3 Very limited 15 15%

4 No idea - -

INFERENCE:-

The above table shows that 65 respondents know well about BATA products. 20 respondents are not much know about BATA products. 15 respondents have limited idea.

FINDINGS:-

It was found that most of the respondents are know very well about BATA products.

HAVE YOU SAW THE ADVERTISING OF BATA:


IN %

1 Repeatedly 5 5%


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2 Very frequently 15 15%

3 Rare 55 55%

4 Not seen 25 25%

INFERENCE :-

The above table shows that 55 respondents have seen bata advertisements rarely. 25 respondents have not seen advertisement of bata. 15 respondents have seen advertisement of bata very frequently. 5 respondents have seen advertisement repeatedly.

FINDINGS :-

It was found that most of the respondents have rarely seen advertisement of BATA.

WHERE YOU HAVE SEEN THE ADVERSTISEMENT OF BATA:

S.NO OPTION NO ONRESPONDENT

IN %

1 Magazines 9 9%


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2 Newspaper 11 11%

3 Online 25 25%

4 Tv , radio 40 40%

5 showroom 9 9%

6 others 6 6%

FINDINGS :-

The above table shows that 9 respondents have seen BATA advertisement in maganizes. 11 respondents have seen in newspaper. 25 respondents have seen in online. 40 respondents have seen in tv and radio. 9 respondents have seen in showroom.

6 respondents have seen in others.

INFERENCE:-

It is found that most of the respondent have seen BATA advertisement in television and radio.

WHICH OF THE FOLLOWING ATTRIBUIES YOU ASSOCIATE WITH BATA:


IN %

1 Affordable 28 28%


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2 Ease to maintain 10 10%

3 Essential 16 16%

4 Stylish 10 10%

5 Durable 36 36%

INFERENCE:

The above table shows that 28 respondents have associated BATA products with affordability. 10 respondents have associated with ease to maintain. 16 respondents have associated with essential. 10 respondents have associated with stylish. 36 respondents have associated with durable.

FINDINGS :-

It is found that most of the respondent associated BATA products with durability.

CALCULATION OF CHI - SQUARE:

Oi Ei (Oi - Ei) (Oi - Ei)2 (Oi - Ei)2/ Ei

28 20 8 64 3.2

10 20 -10 100 5

16 20 6 36 1.810 20 -10 100 5


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36 20 16 256 12.8

100 27.8

Degrees of freedom:n-1 => 5 -1 = 4, z = 0.95 table value =

Conclusion :-

WHAT IMPACT CREATES ON YOUR MIND WHEN YOU THINK ABOUT BATA:

S.NO OPTION NO OFRESPONDENTS

IN %

1 Shows its durability 42 42%

2 Shows its costeffeciency

26 26%


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3 Shows its stylishmodel

15 15%

4 Shows its flexibility inusage

17 17%

INFERENCE :

The table shows that 42 respondents got impact about BATA for its durability. 26 respondents got impact about BATA for its cost efficiency. 15 respondents got impact about BATA for its stylish model. 17 respondents got impact about BATA for its flexibility in usage.

FINDINGS:-

It is found that most of the respondent got impact about BATA for its durability.

HOW FAR YOU ARE AWARE ABOUT THE OFFERS, NEW ARRIVALS OF BATA PRODUCTS:


IN %

1 Know well 23 23%

2 limited 50 50%

3 No idea 27 27%


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INFERENCE:-

The above table shows that 23 respondents have more awareness about the BATA offers and

arrivals. 50 respondents have limited awareness about the BATA offers and arrivals. 27 respondents have no idea about the BATA offers and arrivals.

FINDINGS :-

From the above table it shows most of the respondent have limited awareness about BATA newarrivals and offers.

CAN YOU GET COMPLETE INFORMATION ABOUT BATA PRODUCTS FROM ITSADVERTISEMENT:


IN %

1 Yes 45 45%

2 No 55 55%


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INFERENCE:

The above table shows that 45 respondents get complete information about BATA products. 55 respondents are not getting complete information about BATA products.

FINDINGS :

It is found that most of the respondents are not getting complete information about BATA productsfrom its advertisement.

CALCULATION OF INTERVAL ESTIMATION :

N = 100

P = 45 / 100 = 0.45

Q = 1- P = 1 - 0.45= 0.55

Z = 1.96 AT 5 %

STANDARD ERROR (S.E) =

NPQ /


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=

100/)55.0)(45.0(

= 0.049ESTIMATION:

P + 1.96 (S.E) = 0.45 + 1.96 (0.049) = 0.118

P - 1.96 (S.E) = 0.45 - 1.96 (0.049) = - 0.049

CONCLUSION :

It is inferred that the respondent lies between 0.118 to -0.049.

IF NO, WHAT SORT OF INFORMATION IS INADEQUATE:


IN %

1 About price 38 38%

2 About offers anddiscounts

34 34%

3 About new arrivals 28 28%


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FINDINGS:

From the above table it shows that 38 respondents are not getting adequate information aboutBATA price.

34respondents are not getting adequate information about BATA offers and discounts. 28 respondents are not getting adequate information about BATA new arrivals.

INFERENCE :

It is found that most of the respondents are not getting adequate information about price for BATAproducts.

WHAT FEATURES YOU LOOK FOR SELECTING SHOES:


IN %

1 models 29 29%

2 Attractive colours 26 26%

3 Quality 17 17%

4 Low price 16 16%

5 others 12 12%


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INFERENCE:-

From the above table it shows 29 respondents look for different models in selecting shoes. 26 respondents look for attractive colours in selecting shoes.

17 respondents look for quality in selecting shoes. 16 respondents look for low price in selecting shoes. 12 respondents look for others in selecting shoes.

FINDINGS :-

It was found that most of the respondents are look for different models in selecting shoes.

Calculation of chi - square:

Oi Ei (Oi - Ei) (Oi - Ei)2 (Oi - Ei)2/ Ei

29 20 9 81 4.05

26 20 6 36 1.8

17 20 -3 9 0.45

16 20 -4 16 0.8

12 20 -8 64 3.2

100 10.3


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Degrees of freedom:n-1 => 5 -1 = 4, z = 0.95 table value =

Conclusion :-

WHAT DO YOU EXPECT FROM OUR PRODUCT:


IN %

1 Efficiency 16 16%

2 Flexible 18 18%

3 More variety 32 32%

4 Designs 22 22%

5 others 12 12%

FINDINGS :


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From the above table it shows 16 respondents expect efficiency in BATA product. 18 respondents expect flexible in BATA product 32 respondents expect more variety in BATA product 22 respondents expect designs in BATA product. 12 respondents expect other features in BATA product.

FINDINGS :-

It was found that most of the respondent expect more varieties from BATA shoes.

DO YOU THINK THERE IS SUFFICIENT BRAND AWARENESS PROGRAMS ARE ADOPTEDBY BATA:


IN %

1 Yes 40 40%

2 No 60 60%

FINDINGS :-

From the above table it shows 40 respondents think there is sufficient brand awareness program isadopted by BATA.

60 respondents think that is no sufficient brand awareness program adopted by BATA.

INFERENCE:-

It was found that most of the respondent think there is no sufficient brand awareness programadopted by BATA.


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CALCULATION OF INTERVAL ESTIMATION :

N = 100

P = 40 / 100 = 0.4

Q = 1- P = 1 - 0.4 = 0.6

Z = 1.96 AT 5 %

STANDARD ERROR (S.E) =

NPQ /

=

100/)6.0)(4.0(

= 0.059.ESTIMATION:

P + 1.96 (S.E) = 0.4 + 1.96 (0.059) = 0.141


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P - 1.96 (S.E) = 0.4 - 1.96 (0.059) = - 0.90

CONCLUSION :

It is inferred that the respondent lies between 0.141 to -0.090.

FINDINGS :- It was found that male respondents are more.

It was found that Reebok brand comes to mind to most of the respondent.

It was found that most of the respondents are know very well about BATA products.

It was found that most of the respondents have rarely seen advertisement of BATA.. It is found that most of the respondent have seen BATA advertisement in television and radio.

It is found that most of the respondent associated BATA products with durability.

It is found that most of the respondent got impact about BATA for its durability.

From the above table it shows most of the respondent have limited awareness about BATA newArrivals and offers.

It is found that most of the respondents are not getting complete information about BATA

products from its advertisement.


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It is found that most of the respondents are not getting adequate information about price forBATA products.

It was found that most of the respondents are look for different models in selecting shoes.

It was found that most of the respondent expect more varieties from BATA shoes.

It was found that most of the respondent think there is no sufficient brand awareness programAdopted by BATA.

SUGGESSTIONS :-

BATA is having sufficient awareness among people because it is company which isoperating more number of years in India. People are more awared about BATA shoes. BATA is one ofthe trusted brand for shoes in India. Though people are aware about the company, they are not awareabout its products, offers , new arrivals. As there are more number of competitiors in this field like

NIKE , REEBOK , MOCHI, METRO, ADIDAS, BATA company is now in maturity stage in industriallife cycle. It has to adopt startegies that should create more awareness about BATA and its products.This can be improved by brand awareness programs like advertisement. The advertisements of BATAis rarely seen by people, so that they are not aware about BATA products. BATA should promote the

advertisement in such a way it should give adequate information to its customers. Customer expectmore varities from BATA. As customers are satisfied about the pricing of BATA this strategy can becontinued by them. BATA can also diversify its product.


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CONCLUSION:


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APPENDIX:

QUESTIONNAIRE:

PERSONAL DETAILS :

1. NAME:

2. GENDER.

Date post:	06-Apr-2018
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