*MBA Student, Batch 2015–17, Symbiosis Institute of Management Studies (Constituent of Symbiosis International University), Pune
**Teaching Assistant, Symbiosis Institute of Management Studies (Constituent of Symbiosis International University), Pune
***Deputy Director, Symbiosis Institute of Management Studies (Constituent of Symbiosis International University), Pune
Online published on 27 February, 2017.
The focus of the authors in the paper is to study the consumer behaviour towards Bata products and brand preference in the Indian footwear industry. Bata is one of the oldest footwear brands of India. Since many competitors have paved their ways in the Indian footwear market, people started recognizing Bata as a school footwear manufacturer. A primary survey was conducted among 100 respondents in Delhi and NCR region to study consumer behaviour and their preferences towards the Brand. SWOT analysis has also been done using these responses. The study concludes that Bata produces durable, comfortable and quality products, but does not focus on trendy and stylish designs. Bata being an international brand, still holds an Indian image. Bata should rework on a lot of factors like promotions, designs and online present in order to stay in the Indian market and compete with other rising brands like Puma, Catwalk, Adidas, Reebok, etc.
Brand preference, Consumer Behaviour, Bata India, Indian footwear industry, SWOT Analysis
