INDEX

SR NO PARTICULARS PG NO

1 Introduction of Marketing

2 Introduction of Company
 Company Profile
 Historical Background

3 Objective of Study

4 Literature of Review

5 Research Methodology
 Sources of data collection
 Sample Size
 Hypothesis
6 Data analysis & Interpretation

7 Findings of Study

8 Conclusion & Recommendation of the

Study

9 Bibliography

10 Annexure
 Questionnaire
 Copy of Synopsis
 CHAPTER 1
INTRODUCTION OF MARKETING
INTRODUCTION O1F MARKETING
We use a large variety of goods and services in our daily life. These include items like
toothpaste, toothbrush, soap, oil, clothes, food items, telephone, electricity and many more. How
do all these goods and services reach our home? Obviously the business houses who produce the
goods and services have to ensure that these are to be sold, and so they have to make the
consumers/users aware of their products and place them at points convenient to the consumers.
This involves a number of activities such as product planning, pricing, promotion, use of
middlemen (wholesalers, retailer etc.) for sale, warehousing, transportation etc.

Marketing is the study of management of exchange relationship. Marketing is the business

process of creating relationship with and satisfying customer, marketing is one of the premier
components of business management. Marketing is a crucial function in all businesses and
organizations, and is becoming increasingly crucial to success in our modern global economy

Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering and exchanging offerings that have value for customers, clients, partners and society
at large. Also included in the definition are all of the activities that help business reach their
target market effectively.

Definition
1) According to American Marketing Association :-
“The activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at
large.”

2) According to Philip Kotler:-

“The science and art of exploring, creating and delivering value satisfy the needs of the
target market at a profit. Marketing identifies unfulfilled needs and desires. It defines,
measures and quantifies the size of the identifies market and profit potential. It pinpoints
which segments the company is capable of serving best and it designs and promotes the
appropriate products and service.”

3) According to Jay Conrad Levinson:-

Marketing is any contact that your business has with anyone who isn’t a part
of your business. Marketing is also the truth made fascinating. Marketing is the art of
getting people to change their minds. Marketing is an opportunity for earn profits with
your business, a chance to cooperate with other businesses in your community or your
industry and a process of building lasting relationships.”
Marketing Mix – 8 Ps
The marketing mix is a significant tool for creating the right marketing strategy and its
implementation through effective tactics. The assessment of the roles of your product,
promotion, price, people, process, physical evidence and productivity place plays a vital part in
your overall marketing approach.

1. Product
The core of any marketing effort, the product must be something customers desire. The best
marketing in the world will have difficulty selling a product for which there is no demand.
Therefore, the marketing manager must understand how the product helps the customer solve a
problem or achieve a goal. The marketer must also understand the product's relationship in the
market -- how is it superior to the competition?
One of the most helpful tools available at this stage is product testing. There are different types
of product testing. Placing a product into the hands of the customer allows you to gain insights
unavailable any other way.
What does the customer believe the product will do for them? How do they see your product in
relation to the competition? Remember that "the customer is always right" -- what they believe is
what they will use to choose what to buy -- and it's easy to understand how this information is
more valuable than anything said in a meeting or boardroom.
2. Price
Contrary to popular opinion, price is not the main reason customers buy. An inappropriate price
can still cost you a great deal of money, though -- whether it's in lost sales or in "money left on
the table." Therefore, check that prices of products and services are appropriate both to the
reality of the market and the cost of delivering them.
Often, changing the terms of sale or combining products together may create a negligible effect
on the cost while creating a tremendous effect on the perceived value. These "extra bonuses"
may cost next to nothing while making your prices instantly far more attractive.
3. Promotion
Promotion is the heart of what most people think of as "marketing." Promotion encompasses
every aspect of packaging, advertising, sales methodology, and salespeople. Promotions may use
small items or contests to induce the customer to engage with the brand or the product.
Small changes to promotion may produce dramatic changes in your profits. A tiny tweak to your
advertising, for example, can easily double your sales. As you work, keep in mind that no
marketing works forever. Stay prepared to develop new approaches, strategies, and offers on an
ongoing basis in order to keep ahead of the market's changing tastes.
4. Place
Where the customer meets the salesperson is the "place." Direct sales methods put the place in
the customer's home or office, with a salesperson personally going out to talk with the prospect.
Online stores replace the salesperson with a website.
Other companies use retail establishments as their "place." In many instances you'll find that a
combination of these methods produces the best results.
5. People
Selecting, recruiting, hiring, and retaining the people who will do the job that needs to be done is
among the most important parts of business. Remember the people in your organization also
market your business and brand.
6. Process
As tempting as it is to think of process in terms of your needs, to marketer’s process is in fact
what your customer’s experience. The process issues that are most annoying for a customer are
the process elements which put the provider's convenience ahead of the customer's. Therefore,
design your process to maximize the customer's enjoyment throughout.
7. Physical evidence
All the visible and tangible traces of your business that a customer encounters prior to buying are
the physical evidence. Advertising, signage, your reception area, your corporate brochure, even
staff clothing are part of the physical evidence of your business. Use physical evidence to stand
out from the competition and create a strong brand image.
8. Productivity
As with process, this is less about your internal productivity than your ability to deliver to your
customers. Productivity in this regard is always combined with quality - you supply the best
quality every time.

Consumer preference
Consumer preference is defined as the subjective tastes of individual consumers, measured by
their satisfaction with those items after they’ve purchased them. This satisfaction is often
referred to as utility. Consumer value can be determined by how consumer utility compares
between different items.
Consumer preferences can be measured by their satisfaction with a specific item, compared to
the opportunity cost of that item since whenever you buy one item, you forfeit the opportunity to
buy a competing item.
The preferences of individual consumers are not contained within the field of economics. These
preferences are dictated by personal taste, culture, education and many other factors such as
social pressure from friends and neighbors. For example, someone who prefers to own a specific
brand of a smartphone because her friends all have the same brand.
Consumer preference is defined as a set of assumptions that focus on consumer choices that
result in different alternatives such as happiness, satisfaction, or utility. The entire consumer
preference process results in an optimal choice. It is important to understand that consumer
preferences are not dependent upon consumer income or prices. So a consumer's capacity to buy
goods does not reflect a consumer's likes or dislikes. For example, Eddie can have a consumer
preference for Rolex watches over Timex but only have the financial income to purchase a
Timex.

Why consumer preference is important ?

Because consumer preference determines what products people will buy within their budget,
understanding consumer preference will give you an indication of consumer demand. This
information will help to ensure that you have enough product to meet demand and will help you
determine the price for your product.
If, for example, your company makes dresses, knowing what women prefer in a dress will help
you determine which colors and fabrics will sell better than others, as well as whether shorter
hemlines will sell better than longer hemlines. If your products are comparable to more
expensive brands, you may be able to sell them at a higher profit. On the other hand, if your
competitors offer similar dresses for less money that are also preferable to yours, you may need
to reduce production, change the design or reduce your profit to ensure you aren't left with too
much inventory at the end of the season.
As the preference for one product over another increase, one product may outsell the other even
if the price is much higher. However, when the preference is negligible, then price and
availability become the determining factors over which one will sell better.

Consumer Preference Examples

When it comes to consumer products, change is always a constant. Before smartphones arrived
on the market, for example, most people preferred small cellphones that they could put in their
pockets over larger handsets. With the advent of touchscreen keyboards, many people today
prefer larger phones over small ones. In 2018, there are a number of trends being seen across
different product markets that show no signs of slowing in the next couple of years.
Younger Influencers
Years ago, a child's influence on a parent's purchasing decisions was limited to toys and
children's wear. Today, however, parents are asking their children for opinions more than ever,
including what kind of car would best suit the family, where to go to dinner and even what
clothing the parents should buy for themselves. As a result, clothing retailers are putting more
emphasis on their children's departments. Their strategy is that once the children bring the
parents in for the children's clothes, they may see something they think their mother or father
should buy in the adult's section.
A Need for Speed
Regarding the online shopping experience, one-week delivery times are now passé. More
consumers are developing a preference for nearly instant gratification. Supermarkets are now
offering same-day delivery, while Amazon is developing an army of drones that will be able to
deliver online purchases just as quickly. When it comes to the in-store shopping experience,
Amazon is also testing stores without cashiers. Shoppers simply fill their baskets, and when they
leave, the purchases are automatically scanned and billed to the customers' phones.

How to Determine Consumer Preference

To determine what consumers prefer, you have to give them similar products to compare. When
offering them two or more products to evaluate, each product should be complete. Asking them
to compare apples to oranges is fair, but asking them if they would rather have six apples or two
oranges is not. One preference that does not change when evaluating commodities is that
consumers always prefer more to less. As well, if consumers prefer product A over product B,
and they prefer product C to product A, then it is always safe to assume they prefer product C
over product B, too.
A common way to determine consumer preferences is to create a consumer panel. A company
may do this itself or by hiring a market research organization. The panel is typically selected
based on the demographics you hope your product will appeal to. There are four different ways
to determine preferences with a consumer panel.
Preference Tests
Preference testing is useful when you want to compare one product to another. The consumers
are given two or more products and asked which they prefer. Once their preferences, or lack of
preference, are recorded, you can then analyze the results to determine which product is
preferred. You cannot, however, determine how much each product was liked using this method.
Acceptance Tests
Acceptance testing can determine how much a product is liked. Instead of stating which product
is preferred compared to others, the consumers are asked to give a score to each product based on
their like or dislike for it. This test is also called hedonic ranking. Usually, the scoring system is
based on a nine-point scale, ranging from extreme like to extreme dislike, with neither dislike or
like in the middle. Depending on the products being evaluated, you can ask for different scores
for different properties, such as physical appearance, color or other attributes.
Ranking Tests
A third way of determining consumer preferences is to use a ranking test. Ranking tests are
usually best for comparing consumer preference between three or more products, which the
panel ranks according to their preference. A ranking test does not reveal how much more
consumers like one product over another.
Difference Tests
As its name suggests, difference testing measures how well consumers can tell the difference
between two products. For example, if your company has developed a new soda, you could ask
consumers to compare it to a previous version you sold, as well as to similar competitors’ sodas,
for aspects like sweetness. While this test itself doesn’t reveal preferences, it can provide insight
into products when used with any of the other tests.
 CHAPTER 2
INTRODUCTION OF COMPANY
COMPANY PROFILE

Asia largest footwear company strives to maintain its lead with an image of superiority
professionalism and round the clock efficiency. Bata is gearing itself with the latest in
technology and forward looking approach to human resource department. Staggering 16000
people work at various functional areas in Bata India. While another 2, 00,000 are indirectly
employed. Bata India is the largest retailer and leading manufacturer of footwear in India and is a
part of the Bata Shoe Organization.

The world of Bata India; there are four factories at Batanagar near Kolkata, at Faridabad in
Haryana, Bataganj near Patna in Bihar and at peenya in Bangalore. Taking stock of them all
means accounting for thousands of trained men and women, millions of pair of footwear on the
production line.

Incorporated as Bata Shoe Company Private Limited in 1931, the company was set up initially
as a small operation in Konnagar (near Calcutta) in 1932. In January 1934, the foundation stone
for the first building of Bata’s operation - now called the Bata. In the years that followed, the
overall site was doubled in area. This township is popularly known as Batanagar. It was also the
first manufacturing facility in the Indian shoe industry to receive the ISO: 9001 certification. The
Company went public in 1973 when it changed its name to Bata India Limited. Today, Bata
India has established itself as India’s largest footwear retailer. Its retail network of over 1375
stores gives it a reach / coverage that no other footwear company can match. The stores are
present in good locations and can be found in all the metros, mini-metros and towns. Bata’s
smart looking new stores supported by a range of better quality products are aimed at offering a
superior shopping experience to its customers. The Company also operates a large non retail
distribution network through its urban wholesale division and caters to millions of customers
through over 30,000 dealers.

Bata India Limited is engaged in the business of manufacturing and trading of footwear and
accessories through its retail and wholesale network, and development of real estate. The
Company's segments include Footwear & Accessories, and Surplus Property Development. The
Footwear & Accessories segment is engaged in the business of manufacturing and trading of
footwear and accessories items through its retail and wholesale network. The Surplus Property
Development segment is involved in development of surplus property at Batanagar.
COMPANY HISTORY

The Bata Shoe Company was founded on 24 August 1894 in the Moravian town of Zlín, Austria-
Hungary (today the Czech Republic) by Tomas Bata, his brother Antonin and his sister Anna,
whose family had been cobblers for generations. The company employed 10 full-time employees
with a fixed work schedule and a regular weekly wage, a rare find in its time.
In the summer of 1895, Tomas was facing financial difficulties. To overcome these setbacks, he
decided to sew shoes from canvas instead of leather. This type of shoe became very popular and
helped the company grow to 50 employees. Four years later, Bata installed its first steam-driven
machines, beginning a period of rapid modernization. In 1904, Tomas read a newspaper article
about some machines being made in America. Therefore, he took three workers and journeyed
to Lynn, a shoemaking city outside Boston, in order to study and understand the American
system of mass production. After six months he returned to Zlin and he introduced mechanized
production techniques that allowed the Bata Shoe Company to become one of the first mass
producers of shoes in Europe. Its first mass product, the “Batovky” was a leather and textile shoe
for working people that was notable for its simplicity, style, light weight and affordable price. Its
success helped fuel the company’s growth. After Antonin's death in 1908, Tomas brought two of
his younger brothers, Jan and Bohus, into the business. Initial export sales and the first ever sales
agencies began in Germany in 1909, followed by the Balkans and the Middle East. Bata shoes
were considered to be excellent quality, and were available in more styles than had ever been
offered before. By 1912, Bata was employing 600+ full-time workers, plus another several
hundred who worked out of their homes in neighboring villages.

At the time of Tomas death, the Bata Company employed 16,560 people, maintained 1,645 shops
and 25 enterprises. Jan Antonin Bata, following the plans laid down by Tomas Bata before his
death, expanded the company more than six times its original size throughout Czechoslovakia and
the world. Plants in Britain, the Netherlands, Yugoslavia, Brazil, Kenya, Canada and the United
States, followed in the decade. In India, Batanagar was settled near Calcutta and accounted from
the late 1930s nearly 7500 Bata men. The Bata model fitted anywhere, creating, for example,
canteens for vegetarians in India. In exchange, the demands on workers were as strong as in
Europe: "Be courageous. Loyalty gives us prosperity & happiness. Work is a moral necessity!"
Bata India was incorporated as Bata Shoe Company Pvt. Ltd in 1931 and went on to become Bata
India Ltd. in 1973. The Batanagar factory was the first Indian shoe manufacturing unit to receive
the ISO 9001 certification in 1993.

Bata India Ltd. Company History and Annual Growth Details 1931 - Bata India Limited the
Company was incorporated at Calcutta. The Company Manufacture and market of all types of
footwear, footwear components, leather and products allied to footwear trade. - Bata was
originally promoted as Bata Shoe Co Pvt Ltd by Leader AG, Switzerland, a member of the
Toronto-based multinational, Bata Shoe Organization (BSO). It became a public limited
company in 1973 and the name was changed to Bata India Ltd. 1937 - Tanning was introduced at
the new factory at Batanagar, along with the introduction of leather products towards the end of
the year. 1942 - In addition to the footwear manufacturing plant, a machinery department was set
up which produced the first Indian-made major shoe machine. A leather footwear factory was
established at Patna, Bihar, which is known today as Bataganj. Another factory was constructed
at Faridabad. 1973 - With the public issue of capital in June, Leader A.G. St. Moritz, Switzerland
offered for sale 5,00,000 shares out of their holdings at a premium of Rs 20 per share (2,00,000
shares each to LIC and UTI and 1,00,000 shares to the public). 1977 - Leader A.G. St. Moritz,
Switzerland offered for sale 8,00,000 shares at a premium of Rs 8 per share to resident Indian
nationals thereby reducing their holdings to 12,00,000 shares or 40% of the issue capital. -
Another 47,14,000 No. of equity shares of Rs 10 each at a premium of Rs 25 per share were
issued to Bata (BN) B.V., Amsterdam, a wholly owned subsidiary of Leader A.G. St. Moritz,
Switzerland, in order to raise their holding in the Company from 40% to 51%. 1979 - 7, 50,000
bonus shares issued in prop. 1:4. 1984 - 15, 00,000 bonus shares issued in prop. 2:5 in April.
1987 - The Company privately placed with financial institutions (UTI, LIC, GIC & its
subsidiary) 15% debentures worth Rs 5 cores. The Company also allotted debentures worth Rs
1.75 cores to the Army Group Insurance Fund. - The Bata Shoe Organization consists of 96
independently run companies in 90 countries throughout the world. - 52, 50,000 bonus shares
issued in prop. 1:1. 1988 - Agreement was arrived at with Adidas of West Germany for
manufacture and marketing of sports and special application footwear, spots goods and
sportswear in India and the products were expected to be launched in December, 1989. -
Marketing of `Star' clothing’s designed by Murjani International, New York, U.S.A. and sourced
through in mark Brands Pvt. Ltd., was launched. - A new brand of shoe, `Tigre' was introduced
during the year for sales through wholesalers and independent retailers. 1989 - The Company
successfully launched `Adidas' collection of hi-tech sports footwear. 1990 - A highly versatile
sample 18-station bicolor injection molding plant was installed in the Bangalore factory for
production of `State-of-the-art' injection molded shoes with synthetic and textile .
BATA Product
Products- Casual shoes, Formal shoes, Sandals, Sports shoes
Award & Achievement

1) Bata India is the Most Admired Brand of the year 2006-07 in footwear category

2) Won the ‘Consumer Award 2010’ as ‘India’s Most Preferred Retailer’ given by CNBC
Awaaz

3) The Most Trusted Brand (Retail) - Brand Equity recognized Bata into the 'Top Most Trusted
Brands' in November 2013

4) Images Shoes & Accessories Forum Held at Mumbai - Bata India bagged the award for 'Most
Admired Large Format Multi Brand Footwear Retailer of the Year' by the Images Shoes &
Accessories Forum - 2013

5) In its history the Bata has sold more than 14 billion pairs of shoes and was awarded of the
Guinness World Record as the “largest shoe Retailer and manufacture”
Competitor
Below are the 12 main Bata competitors:

1. Nike
2. Reebok
3. New Balance
4. Converse
5. Puma
6. Fila
7. Adidas
8. Liberty Shoes
9. under Armour
10. Metro Shoes
11. Woodland
12. Red Tape
Organization Structure
CHAPTER 3
OBJJECVE
OBJECTIVE
 To find out prefrence of all the customer about quality of product

 To know expectation and requistic of all customer

 To find out satisfaction of the customer about quality of product

 To find out the percentage of people using Bata shoe

 CHAPTER 4
LITERATURE REVIEW
 CHAPTER 5
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Research work is traditionally define as gathering of data to answer to question and finding
solution to problem. The research work may be asked to provide answer to question of
theoretical interest to particular discipline. This may include such question which has no interest
to society.

Research is commonly known as search for knowledge. It can be defined as search for systematic
knowledge. Research is scientific and systematic investigation in relation to specific aspect. It is
moment from known to unknown .therefore research is systemized activity effort to acquire new
knowledge.
Research is now taken by many professional. It is way of thinking. It critically examines various
aspect of the professional work. It is habit of questing, what you do and systematic examination
of observed information to find answers with a view to make appropriate changes for effective
use of information.
In other words, Research effort to achieve the truth. It includes they identification the study area,
the procedure for collecting data, analyzing the data and finding the conclusion or truth baesd
upon the scientific procedure.
Research methodology is a systematic way to solve a problem. It is a science of studying how
research is to be carried out. Essentially, the procedures by which researchers go about their
work of describing, explaining and predicting phenomena are called research methodology. It is
also defined as the study of methods by which knowledge is gained. Its aim is to give the work
plan of research.

Research methodology is the specific procedures or techniques used to identify, select, process,
and analyze information about a topic. In a research paper, the methodology section allows the
reader to critically evaluate a study’s overall validity and reliability. The methodology section
answers two main questions: How was the data collected or generated? How was it analyzed?

Definition
According to Burns “Research is a systematic investigation to find answer to problem.”

“Research methodology defined as a highly intellectual human activity used in the investigation
of nature and matter and deals specifically with the manner in which data is collected, analyzed
and interpreted.”
Sources of data collections:-
There are two sources of data collection techniques. primary and secondary data collection
technique, primary data collection uses surveys, experiment or direct observation secondary data
collection information from a diverse source of document or electronically stored information,
census and market study are examples of common sources of secondary data.

A. Primary data
An advantage of using primary data is that researchers are collecting information for the specific
purposes of their study. In essence, the questions the researchers ask are tailored to elicit the data
that will help them with their study. Researchers collect the data themselves, using surveys,
interviews and direct observations. These are the data which are collected from some primary
sources i.e., a source of origin where the data generate. These are collected for the first time by
an investigator or an agency for any statistical analysis.

Collection of primary data are as follows:

i. Observation Method:
In observation method, the information is sought by way of investigator’s own direct observation
without asking from the respondent. The main advantage of this method is that it is free from
subjective biasness, as it is free from respondent’s willingness. It is, however, an expensive and
time consuming method. Moreover, the information provided by this method is very limited and
some of the more busy people like executives may not be accessible to direct observation.

ii. Interview Method:

Primary data may be collected either through personal interviews or through telephonic
interviews:
(a) In the personal interviews the interviewer asks questions generally in a face to face
contact. Through interview method more and reliable information may be
obtained. Personal information can be obtained easily under this method. It is,
however, a very expensive and time consuming method, especially when large and
widely spread geographical sample is taken. Certain types of respondents, such as
officials, executives or people of high income groups, may not be easily accessible.
(b) In telephonic interviews contact is made with the respondents through telephone.

iii. Questionnaire Method:

In this method a questionnaire is mailed to the person concerned with a request to answer the
questions and return the questionnaire. This method is most extensively applied in various
researches of human and economic geography.
 B. SECONDARY DATA
Secondary data refers to data which is collected by someone who is someone other than the
user Common sources of secondary data for social science include censuses, information
collected by government departments, organizational records and data that was originally
collected for other research purposes.

Secondary data is often readily available by the use of electronic media and research. Books
are secondary data as becomes much easier.

 Books: Books are available today on any topic that we want to research. Books are
secondary sources but most authentic one in secondary sources.
 Magazine/Newspaper: Magazine are also effective but not very reliable. Newspaper
on the other hand are more reliable and in some cases the information can only obtain
from newspaper.
 Customer details, like name, age, contact details, etc.
 Company information
 Reports and feedback from a dealer, retailer, and distributor

Sample
A sample, in the context of scientific research and statistics, is a representative subset of
a population. A sample is a smaller, manageable version of a larger group. It is a subset
containing the characteristics of a larger population. Samples are used in statistical testing when
population sizes are too large for the test to include all possible members or observations.

Sampling method

In a statistical study, sampling methods refer to how we select members from the population to
be in the study. Sampling methods are used to select a sample from within a general population.
Proper sampling methods are important for eliminating bias in the selection process.

The target population is the total group of individuals from which the sample might be drawn
.A sample is the group of people who take part in the investigation. The people who take part are
referred to as “participants”.

Sampling helps a lot in research. It is one of the most important factors which determines the
accuracy of your research/survey result. If anything goes wrong with your sample then it will be
directly reflected in the final result. There are lot of techniques which help us to gather sample
depending upon the need and situation.
There are lot of sampling techniques/ method which are grouped into two categories as

 Probability Sampling

 Non- Probability Sampling

Probability Sampling

This Sampling technique uses randomization to make sure that every element of the population
gets an equal chance to be part of the selected sample. It’s alternatively known as random
sampling.

1. Simple Random Sampling

2. Stratified sampling
3. Systematic sampling
4. Cluster Sampling
5. Multi stage Sampling

1. Simple Random Sampling:

Every element has an equal chance of getting selected to be the part sample. It is used when we
don’t have any kind of prior information about the target population. example: Random selection
of 20 students from class of 50 student. Each student has equal chance of getting selected. Here
probability of selection is 1/50

2. Stratified Sampling

This technique divides the elements of the population into small subgroups (strata) based on the
similarity in such a way that the elements within the group are homogeneous and heterogeneous
among the other subgroups formed. And then the elements are randomly selected from each of
these strata. We need to have prior information about the population to create subgroups.

3. Cluster Sampling

Our entire population is divided into clusters or sections and then the clusters are randomly
selected. All the elements of the cluster are used for sampling. Clusters are identified using details
such as age, sex, location etc.
 4. Systematic Clustering

Here the selection of elements is systematic and not random except the first element. Elements of
a sample are chosen at regular intervals of population. All the elements are put together in a
sequence first where each element has the equal chance of being selected.

5. Multi-Stage Sampling

It is the combination of one or more methods described above.Population is divided into multiple
clusters and then these clusters are further divided and grouped into various sub groups (strata)
based on similarity. One or more clusters can be randomly selected from each stratum. This
process continues until the cluster can’t be divided anymore. For example country can be divided
into states, cities, urban and rural and all the areas with similar characteristics can be merged
together to form a strata.

Non-Probability Sampling

It does not rely on randomization. This technique is more reliant on the researcher’s ability to
select elements for a sample. Outcome of sampling might be biased and makes difficult for all the
elements of population to be part of the sample equally. This type of sampling is also known as
non-random sampling.
1. Convenience Sampling
2. Purposive Sampling
3. Quota Sampling
4. Referral /Snowball Sampling

1. Convenience Sampling

Here the samples are selected based on the availability. This method is used when the availability
of sample is rare and also costly. So based on the convenience samples are selected. For example:
Researchers prefer this during the initial stages of survey research, as it’s quick and easy to
deliver results.
 2. Purposive Sampling

This is based on the intention or the purpose of study. Only those elements will be selected from
the population which suits the best for the purpose of our study. For Example: If we want to
understand the thought process of the people who are interested in pursuing master’s degree then
the selection criteria would be “Are you interested for Masters in..?”

3. Quota Sampling

This type of sampling depends of some pre-set standard. It selects the representative sample from
the population. Proportion of characteristics/ trait in sample should be same as population.
Elements are selected until exact proportions of certain types of data is obtained or sufficient data
in different categories is collected. For example: If our population has 45% females and 55%
males then our sample should reflect the same percentage of males and females.

4. Referral /Snowball Sampling

This technique is used in the situations where the population is completely unknown and rare.
Therefore we will take the help from the first element which we select for the population and ask
him to recommend other elements who will fit the description of the sample needed. For example:
It’s used in situations of highly sensitive topics like HIV Aids where people will not openly
discuss and participate in surveys to share information about HIV Aids.

Sample size:-

50 sample size have been taken by customer of BATA from BATA shop

Hypothesis:-

H1- Being one of the best oldest brands and quality product available, customer are satisfied with
Bata footwear

H0- Low advertisement on digital platform leads to lower brand preference