Introduction become Bata Pakistan Limited in the year

Bata Pakistan Limited is occupied in manufacturing and
selling of all type of shoes, besides selling goods and accessories. (Bata Pakistan
Ltd (BATA.KA))Since 1942 Bata in Pakistan has been rendering its accommodations
to its valued customers by offering quality products. It was incorporated in
Pakistan as Bata Shoe Company Limited in 1951 and went public to become Bata
Pakistan Limited in the year 1979. (Bata)Bata was a Companion of the Order of Canada. (J.Bata)The global shoemaking giant sells shoes and
accessories through nearly 4900 retail outlets; the company has 25 production
facilities. Bata has three main business divisions namely retail, wholesale,
and export. Bata’s shoe products include school shoes, dress shoes, sandals,
slippers, athletic shoes, casual shoes, etc. The company targets a broad
demographic of men, women and children. Some of its popular shoe brands include
Bata Shoes, Bata Comfit, Marie Claire, Sandak, Bubble gummers, Weinbrenner,
Hush Puppies, Power and North Star.  (Zubari)  Hush Puppies is the international brand, Bata uses the franchising
power to supply the product in the Pakistani market. The target customers
of this model are rich people. 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 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 Pakistan. Though it is an athlete shoe but in
Pakistan young generation wear it as a fashionable product. The target customer
of this product is higher income group people. 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 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. Comfit has an important feature in design
and assembly of all the comfit shoes. This brand is focused on both comfort and
style of shoes. Unit rubber, PVC, PU or TRR sole are commonly used in this
brand. “Get comfortable today” is a tagline commonly associated with this range
of shoes. Sandak 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 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 Shoe Company Ltd, 2008-2009)To cater the middle upper income segment of the
market, 13 city concept stores were opened in Karachi, Peshawar, Rawalpindi,
Mirpur, Gujranwala, Gujrat and Quetta. The company has a strong retail network
comprising of more than 400 retail outlets, 467 registered wholesale dealers,
13 wholesale depots, 28 wholesale distributors and 41 DSP wholesale franchises
across the country. Bata Pakistan does not have its scope limited to the
domestic market, it also exports footwear. Recent performance Bata Pakistan is
among a selected group of local companies that generate over Rs.10 billion in
annual revenue. Bata Pakistan improved its performance during the third quarter
of 2006 with total net sales at Rs.970 million compared to Rs.706.9 million in
the corresponding period of 2007, the strong sales growth trend has continued
to be maintained. On July 10, the stock closed at Rs.3340 per share, with a
volume of mere 20 shares. Such mounting competition has also muted Bata’s
growth in retail outlets – only 27 outlets were added across the nation from
2011 through 2014. In the recently concluded CY15, the company reported sales
of Rs.14.8 billion – 7.5 percent more than the previous period. As of 2016,
Bata had 412 retail outlets and 13 wholesale depots across the country. The
Bata scrip is extremely thinly-traded on the local stock market. In the year
ending June 30, 2017, the stock’s average daily volume stood at just 96 shares
per day. After a lackluster CY16, Bata didn’t have a great start to CY17. In
the first quarter ended March 31, 2017, the firm suffered a top line fall of 5
percent year-on-year. In the end, net profit suffered a bigger decline, of 17
percent year-on-year, due to increases in distribution and administrative
expenses. Going forward, Bata’s challenge will be to reinvigorate its top line.
On one hand, Bata needs to expand its retail stores, especially in rural areas.
On the other hand, it needs to make its urban retail footprint more modern and
customer-friendly. (Zubari)        Literature Review:Customer Satisfaction”Everyone knows what satisfaction is, until asked to give a
definition. Then, it seems, nobody knows.” This quote from Richard L. Oliver
(1977), respected expert and long time writer and researcher on the topic of
customer satisfaction, expresses the challenge of defining this most basic of
customer concept. Building from previous definitions, Oliver offers his own
formal definition: Satisfaction is the consumer’s fulfillment response. It is a
judgment that a product or service feature, or the product or service itself,
provides a pleasurable level of consumption related fulfillment.The word satisfaction first appeared in English during the
thirteenth century. The word satisfaction itself is derived from the Latin
satis (meaning enough) and the Latin ending – faction (from the Latin facere –
to do/make). Early usage centered on satisfaction being some sort of release
from wrong doing. Later citing of the word emphasis satisfaction as a “release
from uncertainty” (The Oxford Library of Words and Phrases, 1993). Modern usage
of the word has tended to be much broader, and satisfaction is clearly related
to other words such as satisfactory (adequate), satisfy (make pleased or
contented) and satiation (enough). The difficulty faced when trying to define
any word is that the meaning often depends on the context in which the word is
used. In a marketing context, satisfaction is used to have a more “specific”
meaning. It appears that there are two basic approaches adopted in attempting
to define the concept of customer satisfaction. Satisfaction can be viewed as
an outcome of a consumption activity or experience; however, it is also
represented as a process.Currently, the most widely adopted description of customer
satisfaction is that of a process; an evaluation between what was received and
what was expected (Oliver, 1977, 1981; Olson and Dover, 1979; Tse and Wilton,
1988). By looking at satisfaction as a process, these definitions concentrate
on the antecedents to satisfaction rather than satisfaction itself.
Consequently, much research effort has been directed at understanding the
cognitive processes involved in satisfaction evaluations. This strand of theory
appears to have origins in discrepancy theory (Porter, 1961) and a number of
authors have, over the years, used some form of comparison to model
satisfaction. Early contributions include Contrast Theory (Cardozo, 1965;
Howard and Sheth, 1969), which supposed that consumers would exaggerate any
contrasts between expectations and product evaluations. This was developed into
assimilation-contrast theory (Anderson, 1973).Many studies support the occurrence of assimilation (Olshavsky and
Miller, 1972; Olson and Dover, 1979). Customer satisfaction, a business term,
is a measure of how products and services supplied by a company meets or
surpass customer expectation. It is seen as a key performance indicator within
business and is part of the four perspectives of a Balanced Scorecard. In a
competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy. There is a substantial body of empirical
literature that establishes the benefits of customer satisfaction for firms.A further point concerns expectations that are defined differently
in the satisfaction and quality literature. In the satisfaction literature
“expectations reflect anticipated performance” (Churchill and Suprenant, 1982,
p. 492) made by the customer about the levels of performance during a
transaction. On the other hand, in the service quality literature, expectations
are conceptualized as a normative standard of future wants (Boulding, Kaira,
Staelin & Zeithami, 1993). These normative or ideal standards represent
enduring wants and needs that remain unaffected by the full range of marketing
and competitive factors. Normative expectations are therefore more stable and
can be thought of as representing the service the market oriented provider must
constantly strive to offer (ZeIthaml, Berry & Parasurama, 1993).Assuming that the customer is capable of evaluating the service
performance, the result is compared to expectation prior to purchase or
consumption (Oliver, 1980). In the past, corporation did not pay much attention
to customer satisfaction but were focused more on attracting new customers to
expand their market share. Now, due to lower sales resulting from product
maturity, corporations are turning around to stabilizing their existing
customers to ensure their market share (Dhabolkar & Thorpe, 1994). Thus the
concept of customer satisfaction is under further scrutiny. For the current study,
the definition put forward by Oliver will be the construct, as it is the most
appropriate for the selected study.”It’s not good enough to go to your customer after you have sold
them the product and ask them how satisfied they were. What you need to do is
go to your customers before you develop the product or service and find out
what is important to them.” (Arnold Weimerskirch, November 1997) As this
comment illustrates, satisfying customers begins the moment an organization
decides to market a product, a service, or a product and service bundle. This
article describes a measurement process for assessing and predicting customer
reactions to the features included in the product/service bundle. Efforts to
improve customer satisfaction often lead companies to the conclusion that
products or services need to be redesigned, because no lesser action truly
satisfies. Further, companies are motivated to introduce new products and
services by changes in available technology, by competitor initiatives, and by
the classic business desire to reap the profits of an effective differentiation
strategy. Objective of the study:
examine the current state of Bata Shoe Company (Pakistan) ltd in the
examine the perception about Bata shoe in consumer mind
To analyze
the impact of Convenient Store Location on customer satisfaction
analyze the impact of Quality of shoes on customer satisfaction
analyze the impact of Comfort of shoes on customer satisfaction
analyze the impact of Knowledge of the staff on customer satisfaction
analyze the impact of Helpfulness of the staffs on customer satisfaction
analyze the impact of Value for price offered by store on customer
analyze the impact of Advertising on customer satisfaction
analyze the impact of Layout and design of store on customer satisfaction
identify customer satisfaction level of Bata and compare Bata with other
analyze the impact of Selection of colors, style and sizes on customer
 Problem statement: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. BATA Shoes
Company is going towards decline in these days. The main problem are high cost
of raw material, less variety of shoes, less number of branches, less
innovation, less advertisement, lack use of latest technology, higher taxes and
low quality. BATA brand is badly affected by the higher taxes and less
investment in R&D (Research and Development). Due to these problems BATA
Company is shifted to other countries like Bangladesh, India.  Significance: This
research would be important for BATA brand owners and also provide suggestion
how to make their performance better. This study might be important provide
guideline to BATA brand owners to focus on independent variables and resolve
their problem like innovation. This research would be beneficial for BATA shoe
brand to again reach on the top. This research would also very fruitful for
researcher and student in future because they will take guideline for write own
articles.      BibliographyBata. (n.d.). Retrieved December 25, 2017, from Pakistan Ltd (BATA.KA). (n.d.). Retrieved December 25, 2017, from Shoe Company Ltd. (2008-2009). Retrieved from Bata Shoe Company Ltd:, T. (n.d.). Wikipedia.
Retrieved Decmeber 25, 2017, from, M. (n.d.). Retrieved from