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Chapter-1
Introduction










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1.1 Preliminaries

Advertising is an important way for a company or organization to get the word
out about a product or service and grow a customer base, which usually
translates to increased sales and higher profits. The psychology of advertising
includes many different elements such as visual appeal and message, but one of
the major factors to keep in mind while creating an advertisement is perception.
(Bloom and Novelli, 1981). The importance of advertising is constantly growing
in todays world. The media of social message have its great impact all around,
similarly advertising, which use media as its tools, is a persuasive and powerful
force that is shaping behavior and attitude in society. Social advertisements are
continuously trying to convince people for social cause such as leaving the drug,
quit smoking or stop violence etc. Every person in the world is consumer of
social campaigns. Basically social advertisements are developed by different
government or non-government organizations. Intentions behind social
advertisements are to break down the practice of undesired behavior in society
or to stimulate the desirable practices towards environment, people and
surroundings. (Bloom and Novelli, 1981). The target of social marketing
messages often aim to internal behavior influences on the individual (Kotler,
2005).









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1.1.1 Advertising

Advertising is a public announcement to inform and persuade people
to buy a product, a service or an idea.
An advertisement would include any notice, circular, label, wrapper or any other
Document or any announcement made orally, or by means of producing or
Transmitting light, sound or smoke. Advertising is an important component of
your marketing strategy. The aim is to promote your business and communicate
the information you want to send to your intended audience, usually with the
aim of increasing sales or making your audience aware of your products or
services. Until a customer deals with you directly and actually buys your
products or services, your advertising may help to form their first impressions of
your business. Advertising can certainly attract new customers - but only if it's
done properly. Otherwise it can deter potential customers. This guide gives
advice on where and how to advertise, and what advertising can achieve. It also
shows you how to manage the advertising process and ensure you get value for
money. An advertisement is essentially a piece of persuasive communication,
persuasive because it seeks to influence public opinion of coaxing people into
accepting what it has to offer. (Kotler, 1981)
An advertisement is also a paid announcement intended to promote the sale of a
product or service, to advance an idea or bring about some other effect desired
by the advertiser. It is a general message, not forcing anyone to buy anything,
but inviting everyone to identify, understand and adopt the use of goods,
services, and ideas. The advertiser pays the medium to deliver the message. He
chooses the paper, or a number of papers simultaneously, or the issue of a
magazine that will publish his message. If the medium chosen is TV or radio, he
enjoys the freedom to select even the timing of the broadcast. But he has to pay
heavily for exercising his choice. In this sense, newspapers, if not the other
media, owe their existence to advertisers.
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The product advertised may vary from matches and toothpaste to farm houses
and automobiles the services may range from restaurants and laundries to
foreign tours. The ideas may be as simple as personal integrity and love-thy-
neighbor themes, or they may be issue that affects society at large, such as fire
prevention, a forestation, rehabilitation of the old and the disabled, traffic rules,
drug abuse, crime control and universalisation of elementary education.
Whatever the product, service or idea advertised, the advertisement seeks to
point out its qualities so that it becomes attractive to the group of consumers,
whom the advertiser wishes to influence.

Certain businesses choose to advertise when their target audience is most likely
to buy their product or service. Sometimes this can be seasonal - a toy retailer, for
example, will focus much of its advertising efforts around the run-up to
Christmas. If you're selling to other businesses, it's worth identifying when your
customers and potential customers will have the budget to spend. However,
some businesses choose to focus more attention on their quieter times on the
basis that the busier times will naturally see an increase in sales. Advertising
during quieter times might mean you won't have to work as hard to stand out
from other competitors, as they won't be advertising, but there may be fewer
customers to target. Gaining a greater market share during these periods could
not only help during the busier times - as you will have already developed a
bigger customer base - but will improve your cash flow and minimize your
reliance on certain trading periods. (Kotler, 1981)






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1.1.2 Advertising Campaign

An advertising campaign is a series of advertisement messages that share a
single idea and theme which make up an integrated marketing communication
(IMC). Advertising campaigns appear in different media across a specific time
frame. The critical part of making an advertising campaign is determining a
campaign theme as it sets the tone for the individual advertisements and other
forms of marketing communications that will be used. The campaign theme is
the central message that will be communicated in the promotional activities. The
campaign themes are usually developed with the intention of being used for a
substantial period but many of them are short lived due to factors such as being
ineffective or market conditions and/or competition in the marketplace and
marketing mix. (Advertising campaign 2012)
The best advertising campaigns start with a keen understanding of the customer, but
that's not all it takes to create great advertising campaigns. You need a consistent
theme.
An advertising campaign is a specific course of action designed to advertise a
company, cause, or product that employs an intentional and carefully
coordinated series of marketing tools in order to reach the target audience. The
end purpose of any ad campaign is to boost awareness of the subject matter and
generate demand. The exact structure of the advertising campaign will often
depend on the nature of the product or cause and the target audience that the
campaign is designed to reach. In terms of print media used in an advertising
campaign, ads placed in newspapers and magazines are a time-honored method
of reaching the target audience. The ads usually are designed to pique the
interest of readers and entice them to learn more about the topic of the ad. In
order to ensure that the desired consumers are reached, the print advertisements
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will often appear in print media that is geared toward those consumers. For
example, software that is designed to keep track of sales leads and existing
clients may appear in a magazine that caters to sales and marketing
professionals.
Advertising campaigns are the groups of advertising messages which are similar
in nature. They share same messages and themes placed in different types of
medias at some fixed times. The time frames of advertising campaigns are fixed
and specifically defined. For the most part, an advertising campaign will set
specific goals that must be realized in a given period of time. In the event that the
campaign does not quite meet the goals, the overall approach can be reworked
slightly for the remainder of the campaign, or the information gained during the
current campaign can be used to create a more effective follow-up advertising
campaign strategy. Learning from the experience of past campaigns makes it
possible to strengthen upcoming campaigns and move closer to achieving the
goals set by the advertiser. (Advertising campaign 2012)
1.1.3 Customer perception
Consumer perception applies the concept of sensory perception to marketing
and advertising. Just as sensory perception relates to how humans perceive and
process sensory stimuli through their five senses, consumer perception pertains
to how individuals form opinions about companies and the merchandise they
offer through the purchases they make. Consumer Perception is how
information is collected and categorize. Perception is affected by the amount of
contact to a incentive and by individual interpretation. Perception in advertising
relates to a consumer's impression of a particular product or service that may not
be rooted in truth. For example, a soda commercial using a thin movie star
drinking the product may skew consumer perception of the brand and what they
may look like after drinking it. This perception through advertising works to
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encourage more demand for the product. The perception of a product can be
impressionable and more ephemeral. Without perception in advertising,
businesses may find it harder to make their products appeal to consumers.
Advertising often works by appealing to consumer tastes, desires, fantasies and
wants. Perception can be an important tool in advertising to make consumers
feel like they can be a certain person, look a certain way or feel a certain feeling
when using a specific product. One major element of consumer perception
related to advertising is exposure. Exposure consists of how often consumers are
exposed to a product. Perception is often based on how "exposed" people are to
the ads around them. For example, if you aren't shopping for a home, you may
not notice home ads on television, billboards and in magazines. On the other
hand, if you are actively searching for a home, you may "tune in" more when you
see home ads. This affects whether the ad in question will receive your attention,
and allows the next step of perception to take place. (Customer perception, 2012).
Any individual who purchases goods and services from the market for his/her
end-use is called a consumer. In simpler words a consumer is one who consumes
goods and services available in the market.
1.1.4 Customer perception towards advertisement
Consumer perception applies the concept of sensory perception to marketing
and advertising. Just as sensory perception relates to how humans perceive and
process sensory stimuli through their five senses, consumer perception pertains
to how individuals form opinions about companies and the merchandise they
offer through the purchases they make. Merchants apply consumer perception
theory to determine how their customers perceive them. They also use consumer
perception theory to develop marketing and advertising strategies intended to
retain current customers -- and attract new ones. Consumer self perception
theory attempts to explain how individuals develop an understanding of the
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motivations behind their own behavior. Self perception by customers relates to
values and motivations that drive buying behavior -- which is also an important
aspect of consumer perception theory. For instance, a study by researchers at the
University of Massachusetts at Amherst addressed how self perception shaped
consumers' buying behavior. The study considered the question of whether
consumers believed their buying decisions had a real effect on issues such as
environmental impact. The researchers concluded that consumers' self
perception was a driving factor in whether or not they placed a priority on
socially conscious purchase and consumption practices. Consumers who viewed
themselves as socially conscious tended to place more weight on issues such as
environmental impact when making buying decisions than consumers who did
not hold similar views of themselves. (Consumer perception-advertisement
theory 2012).










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1.2 Review of Literature

The term advertising is defined as a paid non-personal communication from
an identified sponsor using mass media to persuade or influence an audience
(Wells, Burnett & Moriarty, 2003). An advertisement should have the potential to
differentiate one product or service from others so as to produce a desired
persuasive effect. If an advertisement does not produce the required impact, it
can be assumed as ineffective and as such the substantial amount of money that
companies spend on advertising their products goes waste. On the other hand,
advertisements producing favorable impact can multiply the effectiveness of
advertising expenditures. Hence, it implies that advertising plays a very crucial
role in the effective functioning of an organization. (Jeong, 2004)

According to Ellis (2000), state the popular culture offers frameworks of
explanation that help us work through major public and private concerns of
society. This intricate set of frameworks is often developed and maintained by a
set group of individuals. Celebrities, models, and athletes often lead the way
when determining basic guidelines for acceptable practices in society. The
influence of these individuals, specifically celebrities, can be seen most often in
younger generations. As young adults mature, they begin to develop a strong
sense of independence. With this new found self-identity, many adolescents
look to media outlets for guidance in establishing social norms and behaviors.

Image advertisements in particular have the power to create a set of frames that
perpetuate ideological hegemony. Ideology is a culmination of social beliefs and
values that are upheld by members of society. Hegemony is the power or
dominance that one social group holds over others (Lull, 1995).

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According to Shields (1997), the persuasive images that are presented in
advertisements have a direct correlation to how social identities are constructed
and maintained in our society.

Kellner (1995), suggested that media images often help shape our view of the
world and provide a foundation for creating values and morals. For example,
mediated sources often influence the acceptance or disapproval of a behavior or
ideology. Themes of right and wrong, moral or evil, are often created and
sustained in media stories or images.

Goff man (1976), conducted research and found magazine advertisements
influenced the creation of cultural values and the distinction in gender roles.

Media Awareness Network (2008), the standard model twenty years ago
weighed 8 percent less than the average woman. Currently, female models
represented in the media weigh 23 percent less than the average woman. This
saddening statistic displays the ideological shift of the definition of beauty over
the decades.

Muller (1998), founds 40% of 6-year-old girls wished that they were thinner. This
can be attributed to societys obsession with beauty and to be categorized as
beautiful, one must be thin. Muller also found that these negative ideologies
were correlated with the act of dieting. The popularity of dieting in our society is
intertwined with the distorted body image presented by the media.

Stern (2004), advertisements geared towards women emphasizes the importance
of physical appearance. These advertisements also urge consumers to buy
specific products and conduct certain behaviors to look as young and thin as the
models represented in the image.
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Murphy and Cunningham (1993), state that linking advertising with sales impact
is not appropriate as other marketing variables such as economic factors, market
factors, etc., affect the company sale.

Kotler and Keller (2009), defined that consumer perception applies the concept of
sensory perception to marketing and advertising. Just as sensory perception
relates to how humans perceive and process sensory stimuli through their five
senses, consumer perception pertains to how individuals form opinions about
companies and the merchandise they offer through the purchases they make.




















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1.3 Rational of the study

The research is carried out to obtain a view amongst Indian Consumers about
perception of consumers towards Bata Company with a new celebrity endorsed
advertisement. Is it as positive as it is assumed to be?

The topic study on the ad campaign planning of Bata professional shoes in
Indore city of Madhya Pradesh in India is heavily documented in academic
literature, but what makes this research interesting is that it enables us to
understand the celebrity endorsement process from an Indian consumers point
of view. Not much work has been seen in the Indian light despite the fact of it
being perceived as a potential market for celebrity endorsed products.

Indian consumer attitudes are changing at a rapid pace and they are becoming
more aware of the products that they use to define their self. Most
advertisements, be it of any form, majorly focuses on the young generation
therefore their perception about the form of new advertisement is of utmost
importance, also getting to know the attitude the youth provides the knowledge
of the most current incidents or attitudes of any country, hence mainly the youth
including college students & professionals has been targeted in this research.

The research undertaken study on the ad campaign planning of Bata
professional shoes in Indore city of Madhya Pradesh in India will be useful on
both academic and professional platform, as it looks into the perception of Indian
consumers on ad campaign analysis, providing theory for scholarly and
directives for managers of the Bata Company and professionals.


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1.4.1 Objective

To identify the customer perception towards the ad campaign of Bata
professional shoes at Indore City of Madhya Pradesh in India.


1.4.2 Scope

The study is helpful to Bata Company for influencing the buying behaviour of
customers for their products by the ads. In the long run, the study with some
little devilments will definitely be a step ahead for thinking on this concept.
Through this study the company can design the effective ads. This study helps to
know which advertisement element influence most to the customers and their
perception towards the print ads of the Bata Company. The study is of immense
help to the researchers because they can use this study as ground work for
further work in this area especially for the Bata Company.













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1.5 Company profile

BATA INDIA LIMITED

1.5.1 General Information

The Company was incorporated as Bata Shoe Company Limited on December 23,
1931 under the Companies Act, 1913 with its registered office in Kolkata, West
Bengal. Subsequently, the Company changed its name to Bata Shoe Company
Private Limited. Vide Certificate of Incorporation dated April 6, 1956 under the
Companies Act, 1913 upon conversion into private company. The Company
changed its name from. Bata Shoe Company Private Limited. to .Bata Shoe
Company Limited upon conversion to a public company on April 18, 1973. The
name was subsequently changed to Bata India Limited on April 23, 1973)
Registered Office: 6A, S. N. Banerjee Road, Kolkata - 700 017, West Bengal
Contact Person: Mr. A. B. Anand (Vice President and Company Secretary)
Tel: (033) 2244 3416-18 Fax: (033) 2227 7418 E-mail: batacal@bataindia.com
Website: www.bataindia.com

1.5.2 INDUSTRY OVERVIEW

The leather Industry in India occupies a place of prominence in the Indian
economy, in view of its massive potential for employment, growth and exports.
Indias abundance of raw materials (10% of the world raw material) in terms of
raw skins and hides and its comparatively low tanning costs makes it the second
among the footwear producing countries next to China. However, India
produces more of gents footwear, while the worlds major production is in
ladies footwear.
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The domestic footwear market is highly fragmented between rural and urban
sectors with large part of the market belonging to the unorganized sector. The
total footwear production in India was estimated at 186 million pairs in 2003-04
by Economic Intelligence Service, Centre for Monitoring Indian Economy Pvt.
Ltd. in their publication titled .Industry Market Size & Shares. Dated February
2005. The value of total sales is estimated to be Rs. 53,000 million with domestic
sales constituting Rs. 27,581 million of these amounts in 2003-04.

In the urban markets, national and international brands are fast emerging
offering the latest in fashion and comfort at competitive prices and the boom is
fueled by the burgeoning retail markets. The rural Market continues to be large
at approximately 70% of the total market but continues to be dominated by the
multiple medium-sized regional players and services through the traditional
independent dealers.

1.5.3 Indian Footwear Industry

The Footwear Industry is a significant segment of the Leather Industry in India.
India ranks second among the footwear producing countries next to China. The
industry is labor intensive and is concentrated in the small and cottage industry
sectors. While leather shoes and uppers are concentrated in large scale units, the
sandals and chappals are produced in the household and cottage sector. India
produces more of gents. Footwear while the worlds major production is in
ladies footwear. In the case of chappals and sandals, use of non-leather material
is prevalent in the domestic market.

The major production centers India are Chennai, Ranipet, Ambur in Tamil Nadu,
Mumbai in Maharastra, Kanpur, Jalandhar, Agra and Delhi. Shoes manufactured
in India wear brand names like Florsheim, Gabor, Clarks, Salamander and St.
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Micheal.s. As part of its effort to play a lead role in the global trade, the Indian
leather industry is focusing on key deliverables of innovative design, consistently
superior quality and unfailing delivery schedules.

The Indian footwear industry is provided with institutional infrastructure
support through premier institutions like Central Leather Research Institute,
Chennai, Footwear Design & Development Institute, Noida, National Institute of
Fashion Technology, New Delhi, etc in the areas of technological development,
design and product development and human resource development.

The availability of abundant raw material base, large domestic market and the
opportunity to cater to world markets makes India an attractive destination for
technology and investments.

1.5.4 Organization of the industry

The Industry both at manufacturing and marketing sides continues to be
fragmented into multiple regions. This is largely because of the large size of the
country resulting in local preferences due to the economic, social and seasonal
factors and absence of a proper distribution network. Almost 70% of the industry
belongs to the rural segment, which is serviced by the unorganized sector. The
urban market is undergoing a large metamorphosis with the advent of new retail
formats and Brands and is serviced by both the organized and unorganized
sector.





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1.5.5 HISTORY AND BUSINESS OF THE COMPANY

The Company was originally incorporated as Bata Shoe Company Limited on
December 23, 1931 under Indian Companies Act, 1913 for the purpose of
manufacturing and marketing of all types of footwear, footwear components,
leather and products allied to the footwear trade. Subsequently, the Company
changed its name to Bata Shoe Company Private Limited on April 6, 1956 upon
conversion into private company. The Company changed its name from Bata
Shoe Company Private Limited to Bata Shoe Company Limited, upon conversion
to a public company on April 18, 1973. The name was once again changed to the
current name, i.e. Bata India Limited, on April 23, 1973.

The company was promoted by Leader A.G., St. Moritz, Switzerland, a member
of the multinational Bata Shoe Organization (BSO) with a 100% Equity
Shareholding, and consequently, the Company too is a member of the BSO. The
BSO consists of independently run companies operating in several countries
across the world. Bata Limited, Toronto, Canada acts as the headquarters of BSO.
Bata Shoe Organization provides an important interchange of new
manufacturing technologies, machine design, factory lay-out plans advertising
market forecasts, fashion trends, modern marketing techniques, new material
testing and also information on the most advanced machinery and technology
for production of shoes are made available to the Bata group of companies,
including Bata India Limited.

On April 23, 1973, the name was changed to Bata India Limited. On June 25,
1973, the Company made its first public issue of shares.



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1.5.6 Main Objects of the Company
The main objects of the Company as detailed in its MoA are:
To carry on business as boots and shoes manufacturers and dealers,
leather merchants and manufacturers, leather dressers, tanners, dealers in
hides and skins and other materials, manufacturers of and dealers in
rubber goods.
To carry on the business of manufacturers and dealers in machinery for
the production of boots and shoes and other leather and rubber goods and
to carry on all business connected therewith.
To establish and maintain shoe-repair shops and/ or orthopedically
departments.

1.5.7 Business of the Company

Bata India Limited manufactures and markets all types of footwear,
footwear components and leather. In addition, the Company markets
products related to footwear, accessories, garments, sports goods and
other merchandise.

The production units of the Company are situated in Batanagar (West
Bengal), Faridabad (Haryana), Bataganj (Bihar), Mokamehghat (Bihar),
Bangalore (Karnataka) and Hosur (Tamil Nadu). The Company owns or
operates number of national brands and international brands which
belong to the global BSO. As per the international marketing principles
and philosophy, the Company markets its footwear and allied products
according to the customer profile and the market segment that it targets.


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1.5.8 Brands

Besides the eight internationally renowned brands, which include Bata,
Hush Puppies, Marie Claire, Bubble Gummers, Power, Sandak, North
Star, Weinbrenner, the Company also offers a wide range of domestic
labels like Quovadis, Jubilee, Featherlite, Ambassador, Signor, Hawai,
Naughty Boy, Tennis, etc.

1.5.9 Marketing Setup

The marketing division of Bata employs around 4,400 persons directly. In
addition to selling footwear manufactured in its factories, the Company
also markets footwear, accessories and other merchandise purchased by it
from contract manufacturers.

The marketing division is divided into two segments:
Retail
Flagship City
Family & Bazaar
Non-Retail
Exports
Wholesale

1.5.10 Advertising and Sales Promotion
The Company has an advertising and sales promotion department to look
after sales promotions, brand management and other marketing tools
engaged by the Company to aid its product marketing efforts. This
department works closely with both the Retail and well as Non Retail
segments of the marketing division of the Company.
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1.5.11 Distribution Channels

Bata India markets its products through three distinct channels.
Company operated retail outlets
Dealer Network
Market Extension programmed

1.5.12 Strategy of the Company

The Companys management has evolved the strategy of the Company
after considering the Companys strengths and weaknesses. The Company
believes that this strategy will enable the Company to build on the
opportunities in the market.

Cost optimization and margin improvement
Logistics and demand based production
Tax-free zone manufacturing base
Rationalizing and re-engineering
Focus on collecting old outstanding dues
Training and restructuring the frontline sales force
Brands and designs








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Chapter-2
Research Methodology











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2.1 Hypothesis

No hypothesis framed so, therefore no tools applied for testing
hypothesis.


























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Chapter-3
Data collection





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3.1 Data collection technique used
The study area was confined to Indore city of Madhya Pradesh in India
and the Judgmental sampling has been conducted. The focus was on the
customer perception towards the Bata Companys advertisements.

Primary data: - The self design questionnaires were distributed to
the ad viewers of the Bata Company. The questionnaire was based
on the existing ads of Bata Company. Primary data were collected
through questionnaire survey.

Secondary data: - website of the company, internet, journals
and books.

3.2 Population
The target population consists of consumers of Bata shoes, who
have brought Bata shoes and seen advertisements in some last year
at Indore.

3.3 Sample size
Study consists of 50 ad viewer respondents, who have brought Bata
shoes and seen advertisements.

3.4 Sampling techniques
Judgmental sampling technique was used to collect the data.





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Chapter-4
Empirical Analysis










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4.1 Data analysis technique
Analysis of the data has been done by SPSS 15.0 software using of
Descriptive statistical technique.

4.2 Results and findings
Graph of the Details of respondent on the basis - Gender
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Male 34 68.0 68.0 68.0
Female 16 32.0 32.0 100.0
Total 50 100.0 100.0




Interpretation:-
From the above it is interpreted that the 68% are male ad viewer of Bata print ads
& 32% are female ad viewer of Bata print ads.

female
male
gender
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Graph of the Details of respondent on the basis - Age
Frequency Percent Valid Percent
Cumulative
Percent
Valid below 20yrs 2 4.0 4.0 4.0
20-30yrs 32 64.0 64.0 68.0
30-40yrs 9 18.0 18.0 86.0
above 40yrs 7 14.0 14.0 100.0
Total 50 100.0 100.0




Interpretation:-
From the above it is interpreted that the age of 64% respondent are in 20 to
30 yrs, 18% are in 30 to 40 yrs, 14% are above 40 yrs and 4% are below 20
yrs.



above 40yrs
30-40yrs
20-30yrs
below 20yrs
age
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Graph of the Details of respondent on the basis - Occupations
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid business people 9 18.0 18.0 18.0
Professional 18 36.0 36.0 54.0
Student 20 40.0 40.0 94.0
Other 3 6.0 6.0 100.0
Total 50 100.0 100.0




Interpretation:-
From the above it is interpreted that the occupation of 40% respondents
are students, 36% are professionals, 18% are business people and 6% are
others.



other
student
professional
business people
occupation
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Graph of the Details of respondent on the basis- Family income
(monthly)
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid below Rs. 10,000 5 10.0 10.0 10.0
Rs. 10000 to 20000 13 26.0 26.0 36.0
Rs. 20000 to 30000 13 26.0 26.0 62.0
above Rs. 30000 19 38.0 38.0 100.0
Total 50 100.0 100.0




Interpretation:-
From the above it is interpreted that the family income of 38% respondents are
above Rs. 30k, 26% are between Rs. 10k to Rs. 30k and 10% are below Rs. 10k.
(k = thousands)



above rs. 30000
rs. 20000 to 30000
rs. 10000 to 20000
below rs. 10,000
family income (monthly)
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Graph of Q2A:- Have you come across any advertisements of Bata
shoes?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 40 80.0 80.0 80.0
No 10 20.0 20.0 100.0
Total 50 100.0 100.0








Interpretation: - From the above it is interpreted that the only 80%- 40
respondents are come across any ads of Bata Company and 20%- 10
respondents are not come across any ads of Bata Company.




no
yes
Have you come across any advertisements of Bata shoes?
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Graph of Q2B- If yes, through which media?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid magazines 8 16.0 20.0 20.0
newspapers 13 26.0 32.5 52.5
hoardings 10 20.0 25.0 77.5
Television 6 12.0 15.0 92.5
Other 3 6.0 7.5 100.0
Total 40 80.0 100.0
Missing System 10 20.0
Total 50 100.0





Interpretation: - From the above it is interpreted that 26% respondents from the
80% are come across any ads of Bata Company through newspapers and 20%
respondents through hoardings and so on.



Missing
other
television
hoardings
newspapers
magazines
If yes, through which media?
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Graph of Q3 - Rank the below print ads of Bata which you like the
most?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Ad A 12 24.0 30.0 30.0
Ad B 6 12.0 15.0 45.0
Ad C 14 28.0 35.0 80.0
Ad D 8 16.0 20.0 100.0
Total 40 80.0 100.0
Missing System 10 20.0
Total 50 100.0








A B C D


Interpretation:- From the above it is interpreted that most ad viewer prefer Ad
C i.e28%, whereas Ad A liked by 24% respondents, Ad B liked by only 12%
respondents, and Ad D liked by only 16% respondents.



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Graph of Q4 - To what extent could you recalls these ads of Bata shoes?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid noticeable 17 34.0 42.5 42.5
attractive 23 46.0 57.5 100.0
Total 40 80.0 100.0
Missing System 10 20.0
Total 50 100.0







Interpretation:- From the above it is interpreted that from the 80% ad viewer
respondents, 46% respondents can recall these ads of Bata Company as attractive
and 34% respondents can recall these ads of Bata Company as noticeable






Missing
attractive
noticeable
To what extent could you recall these ads of Bata shoes?
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Graph of Q5 - Did the Bata ad promote a desire to buy the shoes?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes
28 56.0 70.0 70.0
No
12 24.0 30.0 100.0
Total
40 80.0 100.0
Missing System
10 20.0
Total
50 100.0






Interpretation:- From the above it is interpreted that the from the 80% ad viewer
respondents, 56% respondents did feel that the Bata ad promote a desire to buy
the shoes and 24% respondents did not feel as such.





Missing
no
yes
Did tha Bata ad promote a desire to buy the shoes?
35

Graph of Q6 - Rank the below things which appeal you the most in the
advertisement?



Interpretation:- From the above it is interpreted that from the 80% ad viewer
respondents, 28% respondents feels that the visual presentation, 22%
respondents feels that punch line, 14% respondents feels that celebrity, 12%
respondents feels that attractive/ colorful and 4% respondents feels that
visualization are appeal the most in these Bata advertisements.
Missing
Attractive/ Colorful
Visualization
Punch line
Celebrity
The visual presentation
Rank the below things which appeal you the most in the advertisement?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid The visual presentation
14 28.0 35.0 35.0
Celebrity
7 14.0 17.5 52.5
Punch line
11 22.0 27.5 80.0
Visualization
2 4.0 5.0 85.0
Attractive/ Colorful
6 12.0 15.0 100.0
Total
40 80.0 100.0
Missin
g
System
10 20.0
Total
50 100.0
36

Graph of Q7 - Did you like the celebrity used in the Bata ad?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes
19 38.0 47.5 47.5
No
21 42.0 52.5 100.0
Total
40 80.0 100.0
Missing System
10 20.0
Total
50 100.0







Interpretation: - From the above it is interpreted that from the 80% ad
viewer respondents, 42% respondents didnt like the celebrity used in the
Bata ad and 38% respondents did like the celebrity.


Missing
no
yes
Did you like the celebrity used in the Bata ad?
37

Graph of Q8 Did you like the punch line used in the Bata ad?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes
32 64.0 80.0 80.0
No
8 16.0 20.0 100.0
Total
40 80.0 100.0
Missing System
10 20.0
Total
50 100.0






Interpretation:- from the above it is interpreted that from the 80% ad viewer
respondents, 64% respondents did like the punch line used in the Bata ad and
16% respondents didnt like punch line.



Missing
no
yes
Did you like the punch line used in the Bata ad?
38


Graph of Q9 - Did you like the color used in the Bata ad?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 30 60.0 75.0 75.0
No 10 20.0 25.0 100.0
Total 40 80.0 100.0
Missing System 10 20.0
Total 50 100.0





Interpretation:- From the above it is interpreted that from the 80% ad viewer
respondents, 60% respondents did like the color used in the Bata ad and 20%
respondents didnt like the color.



Missing
no
yes
Did you like the color used in the Bata ad?
39

Graph of Q10 - Did you feel to purchase the shoes after seeing the Bata
ad?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 25 50.0 62.5 62.5
No 15 30.0 37.5 100.0
Total 40 80.0 100.0
Missing System 10 20.0
Total 50 100.0






Interpretation: - From the above it is interpreted that from the 80% ad viewer
respondents, 50% respondents did feel to purchase the shoes after seeing the Bata
ad and 30% respondents didnt feel to purchase the shoes.


Missing
no
yes
Did you feel to purchase the shoes after seeing the Bata ad?
40

Graph of Q11 - In the Bata advertisements which model you want to
see?
Frequency Percent
Valid
Percent
Cumulativ
e Percent
Valid Celebrity 21 42.0 52.5 52.5
Child 2 4.0 5.0 57.5
general public 14 28.0 35.0 92.5
Others 3 6.0 7.5 100.0
Total 40 80.0 100.0
Missing System 10 20.0
Total 50 100.0



Interpretation:- From the above it is interpreted that from the 80% ad viewer
respondents, 42% respondents want to see celebrity in the Bata ads, 28%
respondents want to see general public in the Bata ads, 4% respondents want to
see child in the Bata ads and 6% respondents want to see others in the Bata ads.


Missing
others
general public
child
celebrity
In the Bata advertisements which model you want to see?
41

4.3 Discussion on findings

Study suggests that the 68% are male ad viewer of Bata print ads and 32% are
female ad viewer of Bata print ads. Only 50 respondents are aware from the Bata
Company Shoes among the total 70 respondents. Results from the above that the
only 80% - 40 respondents are come across any ads of Bata Company while 20% -
10 respondents are not come across any ads of Bata Company so the study
remains up to these 40 respondents. Results from the above that the most 26%
respondents are come across any ads of Bata Company through newspapers
while 20% respondents from hoardings, 16% from magazines, 12% from
television and 6% from other media.

Findings from the above study that the first ranked given by 28% respondents to
Ad C, while second ranked given by 24% respondents to Ad A, and third ranked
given by 16% respondents to Ad D and fourth ranked given by 12% respondents
to Ad B. Findings from the above study that the 34% respondents can only recall
these ads of Bata Company as noticeable and 46% respondents can recall these
ads of Bata Company as attractive.

Results from the above study that the among the total 80% ad viewer
respondents, the 56% respondents did feel that these Bata ad promote a desire to
buy the shoes but 24% respondents did not feel that these Bata ad promote a
desire for buy the shoes. Major findings from the above results that the most 28%
respondents feels that the visual presentation is appeal the most in these
advertisements. Whereas 22% respondents feels that punch line, 14%
respondents feels that celebrity, 4% respondents feels that visualization and 12%
respondents feels that attractive/colorful are appeal the most in these
advertisements.
42

Finding suggests that the 80% ad viewer respondents, 42% respondents
didnt like the celebrity used in the Bata ad and 38% respondents did like
the celebrity. Finding suggests that the 64% respondents did like the
punch line used in the Bata ad and 16% respondents didnt like punch
line. Finding suggests that the 60% respondents did like the color used in
the Bata ad and 20% respondents didnt like the color. Finding suggests
that the 50% respondents did feel to purchase the shoes after seeing the
Bata ad and 30% respondents didnt feel to purchase the shoes.

Finding suggests that the 42% respondents want to see celebrity in the Bata ads,
28% respondents want to see general public in the Bata ads, 4% respondents
want to see child in the Bata ads and 6% respondents want to see others in the
Bata ads.

So, overall we can conclude that ad campaign planning of Bata
professional shoes in Indore city of Madhya Pradesh in India have a
significant impact on the customer perception towards the Bata shoes.












43












Chapter 5
Recommendation





44

5.1 Recommendations

Present study supports that ad campaign planning of Bata professional
shoes in Indore city of Madhya Pradesh in India has a significant impact
on customer perceptions but company should require opt more for it,
because advertising is a vital tools to compete, in this ever changing
environment. It benefits the company and the customers/ consumers,
company in terms of sales & advertising and customers in terms of
information and awareness.

Study suggests that the Bata Company should give advertisements more
frequently on T.V., magazines and hoardings because it helps increase the
awareness for those who have no any information and loyalty of the
customers or consumers who are already using Bata Company shoes and
also the consumers who want to buy a Bata Company shoes gets attracted
and becomes confident about his decision.

Study suggests that the visual presentation and punch line is appeal the
most in these advertisements for influencing the customers/consumers for
Bata Company shoes. Therefore it is recommend to the Company that use
of the visual presentation and punch line as large as possible.

Study suggests that the most of the respondents like the color used in the
Bata ad, therefore it is recommend that the company should focused more
on the use of color in Bata ad and the most of the respondents didnt like
the celebrity used in the Bata ad, therefore it is recommend that the
company should take care about the celebrity in the Bata ad.


45

Study suggests that the most of the respondents come across these Bata
advertisements through newspapers; therefore it is recommend that the
company should maintain it in proper system.

Study suggests that the most of the respondents wants to see celebrity
than general public, child and then others. Therefore it is recommended
that the company should consider more on celebrity.

The use of attractive and colorful ad and the hoardings which use with
celebrity and emotional punch line should be encouraged because it is
tendency of human beings to get attracted towards emotional things.
For examples:-
Bata shoes punch line Together we can.

















46

5.2 Limitation

Working on this project was a very much enriching, knowledgeable and
tiring experience. Enriching and knowledgeable, because it gave me a lot
of knowledge relating to what is Ad Campaign and consumer perception
behavior and how ad campaign effects consumers buying behavior. All
the research projects are hindered in their smooth flow by some
unforeseen problems. The problems arise in the form of constraints by
budget, time and scope of the study.

The very first limitation of this project is the limited scope of the
study i.e. the population which is small and restricted to Indore city
of Madhya Pradesh in India.
The sample size, which comprises 50 respondents, is too small.
Difficulty in approaching different types of people who were
different in their nature, thinking, habits, and even more in their
rational and emotional behavior.
The entire study and analysis are based on the responses obtain
from the sample population employing a self designed
questionnaire by judgmental sampling technique.
Due to the lack of time, the study can be covering only the Indore
city, So it can also be cover others cities or states.
In the study only print media is consider, we can studied the other
ads of media.
In addition, some respondents may have given biased information
or response.



47













Chapter 6
Conclusion





48

6. Conclusion

Understanding the perception of customers or consumers is the toughest
task for a marketer, we can identify the factors, which influence the
purchase decision of the customers, but it is next to impossible to know
which factor influence when. We have countless permutation and
combination for it, each individual has different perception and different
influencing factors. My research has looked for general patterns (not a
specific action) that are associated with ad campaign planning of Bata
professional shoes in Indore city of Madhya Pradesh in India that allows
us to draw generalizations about the areas in which company might focus
their search for the appropriate specific activities.

This study explores the questions like awareness about Bata shoes,
advertisements of Bata shoes, desire to buy the Bata shoes, and which
factors appeal the most in the Bata advertisements to the respondents,
like- the visual presentation, celebrity, punch line, visualization, and
attractive/colorful? The data used in this study are derived from
responses of 50 people which reside in Indore city itself. The result
suggests that Ad campaign is effective in perception of the customers and
also influencing the consumers for buy the Bata shoes.

In the first instance my research focused on determining what are the
various types of ad campaign? And as per these types we have designed
the questionnaire. Our second step was to investigate that ad campaign
planning of Bata professional shoes in Indore city of Madhya Pradesh in
India is effective in customers perception. We found that the overall ad
campaign is effective in influencing the consumers for buy the Bata
49

Companys shoes but like nothing can be perfect even the ad campaign
planning of Bata professional shoes could use some refinement.
The scope of improvement in future research could be done by including
few other factors and parameters which I havent included in my research
like segmentation of consumer class, brands building etc.

From the results and findings of the above study most of the respondents
wants new in Bata ad such as new celebrity with punch line, visualization,
attractive and colorful, so I have design a new ad for Bata professional
shoes as per derived from the results and findings.


















50













Chapter 7
Bibliography





51

7.1 Bibliography

Ellis (2000), popular culture offers frameworks of explanation. The True
Meaning behind Image Advertisements: A Closer Look at Calvin Klein.

Shields (1997), the persuasive images that are presented in advertisements. The
True Meaning behind Image Advertisements: A Closer Look at Calvin Klein.

Kellner (1995), The True Meaning behind Image Advertisements: A Closer
Look at Calvin Klein.

Muller (1998), The True Meaning behind Image Advertisements: A Closer
Look at Calvin Klein.

Stern (2004), advertisements geared towards women emphasize the importance
of physical appearance.

Kotler (1981), Advertising and Public Relations
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http://smallbusiness.chron.com/perception-advertising-25438.html
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Last Accessed Wednesday, 26, 2012, 2:22:59 PM
http://www.entrepreneur.com/encyclopedia/term/82444.html
Last Accessed Wednesday, 26, 2012, 2:25:34 PM
http://www.zeepedia.com/read.php?why_advertising_advertising_market_ed
ucation_advertisement_campaigns_advertising_and_promotion&b=34&c=20
Last Accessed Wednesday, 26, 2012, 2:28:40 PM
http://en.wikipedia.org/wiki/Advertising_campaign
Last Accessed Wednesday, 26, 2012, 2:32:47 PM
http://www.managementstudyguide.com/advertising-campaigns.htm
Last Accessed Wednesday, 26, 2012, 2:40:39 PM
http://advertising.about.com/od/guidestoadvertisingpr/a/The-Structure-Of-
An-Advertising-Agency.htm Last Accessed Wednesday, 26, 2012, 2:47:46 PM
52

http://www.managementstudyguide.com/what-is-consumer-behaviour.htm
Last Accessed Wednesday, 26, 2012, 3:10:31 PM
http://en.wikipedia.org/wiki/Consumer_behaviour Last Accessed Wednesday,
26, 2012, 3:20:50 PM
http://www.paisacontrol.com/latest-news/what-is-consumer-perception-or-
consumer-satisfaction Last Accessed Wednesday, 26, 2012, 3:25:39 PM
http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6477
Last Accessed Wednesday, 26, 2012, 3:38:12 PM
http://parkerfinalproject.wordpress.com/literature-review/ Last Accessed
Wednesday, 26, 2012, 3:52:32 PM
DRAFT LETTER OF OFFER (Private and Confidential) For Equity Shareholders
of the Bata Company. Last Accessed Saturday, 01, 2012, 1:01:49 PM
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Advertisement.aspx# Last Accessed Monday, May 07, 2012, 9:13:12 AM

http://download.nos.org/srsec335new/ch17.pdf Last Accessed Monday, May
07, 2012, 9:34:49 AM
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May 07, 2012, 9:20:29 AM
http://www.businesslink.gov.uk/bdotg/action/detail?itemId=1073790762&typ
e=RESOURCES Last Accessed Monday, May 07, 2012, 9:38:45 AM
http://www.saskschools.ca/curr_content/media20/unit_5/aintro.htm Last
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53













Chapter 8
Appendix





54

I. Questionnaire
Dear Respondent,
I Rohit Vagrecha, a student of M.B.A 4
th
Semester of CH Institute of Management
Indore, and presently doing a research project on STUDY ON THE CUSTOMER
PERCEPTION TOWARDS THE AD CAMPAIGN OF BATA CAMPANY IN INDORE
CITY. The purpose of this questionnaire is to collect information for the MRP. I request
you to kindly fill the questionnaire below and assure you that the data generated shall
be kept confidential.

Name :- ..
Gender :- Male Female
Age :- Below 20yrs 20-30yrs 30-40yrs Above 40yrs
Occupation :- Business people Professional Student Other
Family Income (monthly):-
Below Rs.10k Rs.10k to Rs.20k Rs.20k to Rs.30k
AboveRs.30k

1. Do you aware about Bata shoes?
Yes No

2. Have you come across any advertisements of Bata shoes?
Yes No
If yes, through which media:-
Magazines Newspapers
Hoardings Television
Other



55

3. Rank the below print ads of Bata which you like the most? (As 1, 2, 3, & 4)

a. b. c. d.


4. To what extent could you recall these ads for Bata shoes?
Noticeable Attractive cant recall

5. Did the Bata ad promote a desire to buy the shoes?
Yes No

6. Rank the below things which appeal you the most in the advertisement? (As 1, 2,
3, 4, & 5)
The visual presentation
Celebrity
Punch line
Visualization
Attractive/Colorful

7. Did you like the celebrity used in the Bata ad?
Yes No

8. Did you like the punch line used in the Bata ad?
Yes No


56

9. Did you like the color used in the Bata ad?
Yes No

10. Did you feel to purchase the shoes after seeing the Bata ad?
Yes No

11. In the Bata advertisements which model you want to see?
Celebrity Child
General public others




Thanks for your vulnerable time















57

II. New design ad for Bata professional shoes



Be reliable,
feel reliable
With


58

III. SPSS sheet

Gender Age Occupation Income Q2 Q2A Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11
1 2 2 3 1 3 4 1 1 1 1 1 1 1 3
1 2 2 3 1 1 1 2 2 2 2 1 2 1 1
1 2 3 2 2 - - - - - - - - - -
1 2 3 2 1 3 1 1 2 2 2 1 1 2 1
2 2 3 3 1 3 2 1 2 3 1 1 1 2 1
1 2 3 2 1 1 3 2 1 3 1 2 2 1 3
1 3 1 4 1 5 3 1 1 1 2 1 1 2 1
1 4 2 4 1 4 1 1 1 2 2 1 1 1 3
1 3 2 4 1 1 1 2 1 3 1 1 1 1 1
1 3 1 4 1 4 3 1 2 2 2 1 1 2 2
1 3 2 4 1 2 1 2 1 3 2 1 1 1 1
1 4 1 4 1 2 1 1 2 1 2 1 2 1 3
1 4 1 4 2 - - - - - - - - - -
1 4 1 4 1 2 3 2 2 3 2 2 1 1 1
1 4 1 4 2 - - - - - - - - - -
1 3 4 2 1 2 1 2 1 1 1 1 1 1 3
1 2 2 1 1 1 1 2 2 4 1 2 2 2 1
1 2 2 1 1 4 1 2 1 3 2 1 2 2 1
1 2 2 2 1 2 2 2 1 1 1 2 1 1 1
1 2 2 2 2 - - - - - - - - - -
1 2 2 1 1 2 3 2 1 3 1 1 1 2 1
1 2 3 3 1 3 3 1 1 1 1 1 1 1 3
1 4 2 3 1 1 2 1 1 1 1 1 1 2 1
1 2 3 2 1 2 2 2 1 2 2 2 1 1 4
1 2 3 2 1 3 3 2 1 1 1 1 1 1 3
1 3 3 4 2 - - - - - - - - - -
1 2 3 4 1 2 4 1 2 1 2 1 1 2 3
1 2 1 1 1 3 3 1 2 5 2 2 1 1 3
2 2 2 3 1 1 4 2 2 1 2 1 2 2 1
2 2 2 3 1 2 3 2 1 5 2 2 2 2 1
2 2 2 2 1 3 4 2 1 5 2 1 2 1 2
2 4 2 3 1 5 3 2 1 4 2 1 1 1 3
2 2 2 4 1 3 3 1 1 1 2 1 1 1 1
2 3 4 4 1 2 4 1 1 3 1 1 1 1 4
2 3 4 4 2 - - - - - - - - - -
2 2 2 3 1 2 2 2 1 5 1 1 1 1 3
2 2 3 3 1 1 4 2 1 5 1 1 1 1 1
59

2 2 3 3 1 2 4 1 1 1 2 1 1 1 1
2 2 3 3 1 4 3 1 1 5 1 1 2 2 3
2 2 2 4 2 - - - - - - - - - -
2 2 3 3 2 - - - - - - - - - -
2 2 3 4 2 - - - - - - - - - -
2 3 3 4 2 - - - - - - - - - -
1 2 3 2 1 4 3 2 1 1 1 1 1 1 3
1 2 1 4 1 3 3 1 2 3 1 2 1 2 1
1 2 3 1 1 1 4 1 1 2 1 1 1 1 1
1 1 3 2 1 4 2 2 1 1 2 1 2 2 1
1 1 3 2 1 5 1 2 2 3 2 1 1 2 4
1 2 3 2 1 3 1 2 1 2 1 1 1 1 3
1 2 1 4 1 2 1 2 1 3 2 1 1 1 1