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OBSERVATION STUDY AT BATA SHOWROOM
This study aims at identifying how young men and women make the purchase decision in footwear purchases by observing young customers at Bata outlets. The store chosen for this particular study is Bata store located at MG Road Ernakulum.
Introduction
Company Profile-Bata India ltd manufactures and markets all type of footwear components, leather and product allied to footwear trade. It is headquartered in Calcutta. Bata India Pvt ltd was originally promoted by Bata Shoe Company Pvt ltd from Switzerland. It became public in 1973 and changed into Bata India Ltd.
Bata store across the country are company owned outlets which is categorized mainly into 3 types 1. Flagship Store 2. Family Store 3. Bazar Store
Flagship store are located in malls, high street with an estimated average purchase per customer of Rs 2250-/. The family store on the other hand are placed in location were an average purchase per customer is estimated around Rs 1000/-, bazar store are generally located in huge markets where a 365 day discounts are provided.
This study was conducted in a Flagship store located at MG Road Ernakulum. This store caters all sub-brands of Bata which ranges from the premium brand of Hush-Pupppies to Bubblegummers for kids.
Bata has wide range of products which caters a large group of customer ranging from kids to old men and women’s. Bata has different sub-brands among itself which caters different set of its customers. Apart from footwear’s it has also expanded its product to leather products which includes bags, belt and other related accessories.
Different Brand of Bata * Angry Birds * Bata * Bubblegummers * Bata Comfit * Hushpuppies * Marie Claire * North Star * Power * Sandak * Scholl * Sparx * Weinbrenner
The observation study done here is presented in the form of

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