1. Contents:
Sr. No. Topic
1 LIST OF HYPOTHESES TO BE TESTED
2 LIST OF INFORMATION TO BE COLLECTED FROM THE REASERCH
3 INSTRUMENT OF DATA COLLECTION
4 SAMPLING PLAN
5 QUESTIONNAIRE
Submitted by:-
 Siddhartha Roy
 Rajesh Agrawal
 Kiran Thakur
 SushmitaAgrawal
 RakeshGakare
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2. LIST OF HYPOTHESES TO BE TESTED
1. First to BATA then to school: A mother buying school shoes
for her child in India will never give a second thought to any
other brands before visiting a BATA store. “Bata is an
institution here in India,” said Mr. Marcelo Villagran,
Managing Director & CEO, of BATA India Ltd., who recalls
the canvas Bata shoes he was required to whiten each day as a
schoolboy. “It was almost an integral part of our school
uniform in primary school.” Hence, our first justification is to
assess whether BATA has a high brand association or not
especially in the school shoe category.
2. Bata is One Stop Family Store:Bata caters to the needs of all members of a family by providing
footwear for all age groups in the family including grandparents, adults and children.
3. Brand BATA is totally Domesticated in India: People in India thinks that Bata is a pure Indian
brand. Whenever they buy footwear from Bata, they think that are buying an Indian product.
Basically, Bata had become a domestic brand for all Indians.
LIST OF INFORMATION TO BE COLLECTED FROM THE
REASERCH
Brand awareness: How much the customerknows about the brand they use?
Have people accepted Bata as anIndian brand? Are they aware about the origins
of the company?
Consumer type: Does Bata provide footwear for all segments of customers?
Brand preference: Which are the preferred brands for the category; school shoe.
Product categories consumed: What are the various categories of Bata products
accepted by the consumer?
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3. INSTRUMENT OF DATA COLLECTION
The primary instrument of data collection is “Questionnaire”. This questionnaire would be filled
in three different ways:
1) Personal Interview
2) Email Questionnaire
3) Telephonic Interviews
SAMPLING PLAN
Sampling is that part of statistical practice concerned
with the selection of an unbiased or random subset of
individual observations within a population of individuals
intended to yield some knowledge about the population of
concern, especially for the purposes of making predictions
based on statistical inference. Sampling plans should be
designed in such a way that the resulting data will contain a
representative sample of the parameters of interest and allow
for all questions, as stated in the goals, to be answered. A
sampling plan is a detailed outline of which measurements
will be taken at what times, on which material, in what
manner, and by whom.
Taking into account all the basic acts BATA, we believe this brand is not meant for a
particular segment of people, but is a product for the masses. We plan to survey 50 people of all
age having a representative ratio of male and female. We will try to survey all the major parts of
Kolkata including retail stores, school students, house wives and professionals. We will use both
open ended and close ended questions to examine and compare BATA with other brands in a
more open way. We think this will be a realistic and practical plan to judge our hypotheses.
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4. QUESTIONNAIRE
1) Which footwear brand first comes to your mind when you think of India?
2) Which footwear brand do you use the most (tick 1)?
Khadims
Liberty
Bata
Shree Leathers
Elite
Action School time
Woodlands
Reebok
Nike
Adidas
Others
None of the above?
No specific brand?
3) Which brand do you think is the most popular footwear brand in India?
a. Liberty
b. Bata
c. Khadims
d. Shree Leathers
e. Elite
f. Woodlands
g. Reebok
h. Nike
i. Adidas
If none of the above please mention the Brand:--
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5. 4) Given below is a statement about the brand Bata. Express your opinion about the same:
“Bata is an Indian brand”
Agree
Disagree
I am not aware
5) Do you consider Bata to be a one stop family store?
Yes
No
6) Which brand do you recall by “School Shoes”?
1) Khadims
2) Liberty
3) Bata
4) Shree Leathers
5) Elite
7) Which of the above mentioned brand is, or has been your most preferable brand of school
shoes?
8) How many members in your family use BATA footwear?
a. None
b. Just Myself
c. Many
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6. 9) Given below are certain categories of footwear. If your answer to question 8 is „myself‟ or
„Many‟ in the above question, kindly provide the details of the members and the type of
product category they use…
Member Gender Age Group Product Type ( Mention all applicable)
AGE GROUPS:
a) Up to 14 years b) 14 to 60 years c) 60+ years
PRODUCT TYPE:
a) School Shoes b) Sandals c) Formal Shoes d) Sport Shoes e) Slippers
Gender:
Male Female
Member: Name of the members…
10) Rank the following footwear brands in order of preference on a scale of 1- 5 (1 low, 5 high)
BRANDS RANK
BATA
KHADIM‟S
ELITE
SREE LEATHERS
LIBERTY
WOODLANDS
ADIDAS
REEBOK
NIKE
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7. Name:
Age:
Gender:
Occupation:
Methods of data analysis
1. Pie-chart – Because it is an effective way to compare a part with the whole rather than
comparing the parts amongst itself.
2. Histogram – To plot the density of data which we would collect.
3. Hypothesis Testing.
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8. Phase III
Hypotheses to be tested;
1. First to BATA then to school: A mother buying school shoes
for her child in India will never give a second thought to any
other brands before visiting a BATA store. “Bata is an
institution here in India,” said Mr. Marcelo Villagran,
Managing Director & CEO, of BATA India Ltd., who recalls
the canvas Bata shoes he was required to whiten each day as a
schoolboy. “It was almost an integral part of our school
uniform in primary school.” Hence, our first justification is to
assess whether BATA has a high brand association or not
especially in the school shoe category.
2. Bata is One Stop Family Store:Bata caters to the needs of all members of a family by providing
footwear for all age groups in the family including grandparents, adults and children.
3. Brand BATA is totally Domesticated in India: People in India thinks that Bata is a pure Indian
brand. Whenever they buy footwear from Bata, they think that are buying an Indian product.
Basically, Bata had become a domestic brand for all Indians.
Data Analysis Tools:
We will evaluate the data that we have collected from the questionnaire using different statistical and
graphical analysis tools. Each question will be analyzed using specific tools or at times combination of
different tools as specified below…
Question No Tools
1 Pie Chart
2 Graph
3 Pie Chart
4 Pie Chart
5 Pie Chart
6 Graph
7 Graph
8

9. 8 Pie Chart
Pie Chart/Graph/Cumulative Distribution
9
Table/Frequency Distribution Table
10 Graph
Analysis of hypothesis question wise…
Hypothesis 1: To analyze this hypotheses question 6 & 7 are used.This hypothesis will
prove ifBata has successfully positioned itself as the first footwear option for school
shoes.
Analysis of question 6: We tried to measure the extent to which the brand name “Bata” is recalled
in the category of school shoes, as distinct from brand recognition.
Which brand do you recall
by school shoes?
7%
14%
5% Bata
Khadims
74% Liberty
Others
Analysis of question 7:If the person successfully recalls a particular brand name in question 6, in
answer to this particular question he needs to select the brand which he prefers from the list
provided. In this way we‟ll come to know if Bata is the first option when it comes to school shoes,
for most people.
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10. Which of the above
mentioned brand is or has
been your most preferable
brand of school shoes?
72%
Bata
Khadims
Liberty
20%
Others
4%
4%
Hypothesis 2:To analyze this Hypotheses question 2, 5, 8, 9, 10 are used. “Bata” has an
extended product line. So in this Hypotheses our objective is to prove so if Bata has
actually been able to position itself as a one stop family store.
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11. Analysis of question 2:This question will help us to analyze what percentage of our
respondents considers “Bata” to be the most popular footwear brand in India.
Which footwear brand
do you use the most ?
Liberty Adidas
1% 6%
others
25%
Adidas Reebok
1% 16%
Khadims
7%
Bata
16%
Nike
10%
Shree
leathers Woodland
10% 8%
Analysis of question5: The answer to this question will signify the success of our 2nd
Hypotheses as to what percentage of our respondents considers that “Bata” caters to the
need of almost all members of a family.
35
30
25
20
15
Series1
10
5
0
Strongly Agree Neutral Disdgree Strongly
Agree Disagree
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12. Analysis of question 8: This question will help us analyze as to what percentage of
members in family use footwear manufactured by “Bata”.
How many members of
your family use Bata
footwear ?
17%
Just myself
55% 28% Many
None
Analysis of question 9: This particular question comes into the picture when the answer to
question no 8 is either „Myself‟ or „Many‟. This question helps us analyze the preferences
of the members of family regarding different products of “Bata” according to their age and
gender.
Analysis of question 10: This question will help us analyze the preference of our
respondents in footwear brand among all other major brands available in Kolkata.
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13. 4.50 3.85 3.88 3.91
4.00 3.69
3.50 3.18
2.67 2.59 2.77
3.00
2.28
2.50
2.00
1.50
1.00
0.50
0.00
Preferance For Brand
Hypothesis 3: To analyze this Hypotheses question 1, 3, 4 are used.The brand “Bata” is
totally domesticated in India as one of the oldest footwear brand in India.Bata has the
largest market share in India in the organized sector. We are trying to proof if the
domestication of the brand in any way influenced the respondents buying behavior?
Analysis of question 1:This question is an open ended question. The surveyors were not
told about the brand that they were filling and not even a single clue about Bata was
given.We asked this question as we wanted to know as to which brand comes to their
mind when they think of Indiaand if that influenced their buying behavioror not.
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14. Which footwear brand comes
first to your mind when you
think of India ?
Bata
1% nike
4% Reebok
68% 4% shree leathers
5%
Khadims
Liberty
4% Mochi
3% Lakhani
1% puma
3%
1% catwalk
1% 2% 1%
1% CROCS
1%
Analysis of question 3: The respondenthad to choose among the different options, we
wanted to know by this question that when it comes to India, which is the most popular
brand in their perception.
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15. Which brand do you think is
the most popular footwear
Bata
brand in India? Khadims
58% 8%
Liberty
4%
Shree
6%
leathers
1%
4%
11%
3%5%
Analysis of question 4:This question is intrinsically related to our 3rdHypotheses.We
directly asked this question to judge if our respondents are at all aware of the fact that Bata
is a foreign brand or they consider Bata to be pure Indian brand.
" Bata is an Indian brand "
60
40
20
0
Agree Dis Agree I am not
aware
Series1 52 27 4
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16. Hypothesis Testing
1st Hypothesis:First to BATA then to school.
Bata Khadims Liberty Others
58 4 11 5
BATA
P 0.7
Q 0.3
P1 0.74
Q1 0.26
N 78
Alpha 0.1
Standard
Error 0.051887452
Z value 0.770899289
Z Critical
Value -1.28
Accepted
H0: First to BATA then to school-Null Hypothesis
H1: Alternate Hypothesis
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17. Hypothesis 2:Bata is One Stop Family Store.
H0:
P=0.5 Bata
H1:
P<0.5 P 0.7
Q 0.3
P1 0.28
Q1 0.72
n 78
alpha 0.1
Standard
Error 0.051887
Z value -8.09444
Z Critical
Value -1.28
REJECTED
H0:Bata is One Stop Family Store
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18. Hypothesis 3:Brand BATA is totally Domesticated in India.
H0:
P=0.5 VAS
H1:
P<0.5 P 0.6
Q 0.4
P1 0.68
Q1 0.32
n 78
alpha 0.1
Standard Error 0.05547
Z value 1.442221
Z Critical Value -1.28
Accepted
H0: Brand Bata is totally domesticated in
India-Null Hypothesis.
H1: Alternate Hypothesis.
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