National College of Business Administration and

Economics

PROJECT OF MARKETING RESEARCH

SURVEY ON JOB SATISFACTION

OF BATA SALES STAFF
SUBMITTED TO:
SIR BASIT AFZAL

SUBMITTED BY:
MIAN RASIKH AZIZ

REG# 2162114

ABRAR AHMAD

REG# 2141004

SAQIB HUSSAIN

REG# 2132074

TABLE OF CONTENTS
1. Executive Summary
3

1.1
BATA Today
.............

4
1.2
Vision / Mission

1.3
BATA Business
.
1.4
BATA Brands
2 Research Objective
6

4
4

..

2.1
Research Aim

2.2
Objective of Study
..

6
7

3 Research Method

7
3.1
Data Sources
.
7
3.2
Sampling
..
7

4. Analysis of finding
7

..

5. Conclusion
16

Executive Summary
The organization BATA shoe was established in the year of 1894, on August 24 by
Thomas Bata at Zelin Czechoslovakia. BATA Pakistan started the business in Batapur
from 1942; the registered office of BATA Pakistan is in Lahore. There are more than
400 outlets of BATA Pakistan in the whole country. BATA has brand image in Pakistan
but currently they are facing so many problems. BATA is facing problems from their
competitors and new entrants in the market. The strength of BATA Pakistan is that
they have strong brand image because of their maturity, they are financially strong.
But they are also facing certain problems as well like they are charging price more
than the quality they are giving, there is lack of innovation in their product, and lack
of variety as well. Another issue that is very much important to focus is Promotion,
although BATA is promoting well in Digital media but they are lacking in social
media promotion, they have not updated their face book page since 2010-11 in
contrast when we look at their competitors they are promoting heavily on social
media like Service Shoes.
BATA Pakistan is also facing some other issues like Political Instability, High
electricity cost, law and order situation of the country is very bad thats why they
are also facing problems from these areas as well, They are also facing problems
because of changes in the life style of people of Pakistan, they are now preferring
fashionable and trendy products but BATA is providing products with old design.
Thats why other competitors and new entrants are grabbing market share from
BATA Pakistan. As we highlighted the Pricing issue of BATA Pakistan that the Price
they are charging is not compatible with the quality they are providing for that they
should decrease prices or give high quality products at the same price. New designs
of BATA are rarely available in some cities they are available in Metropolitan cities,
so BATA should provide new products in all cities of Pakistan, as customers will get
new designs of BATA and will not get frustrated by seeing same designs every time.
We hope BATA Pakistan will change their strategies and grab the market share again
and will sustain their Brand image as well. This company came into being in year
1894 .The T&A. Bata Shoe Company is registered in Zlin, Czechoslovakia by the

siblings Tomas, Anna and Antonin Bata. Innovative from the beginning it departs
from century old traditions of the one-man cobblers workshop. Bata is one of the
world leading footwear retailer and manufacturer with operations across 5
continents managed by 4 regional meaningful business units (MBUs). The MBU
approach provides quality resources and support in key areas to the companies
operating in similar markets such as product development, sourcing or marketing
support. Each MBU is entrepreneurial in nature, and can quickly adapt to changes in
the market place and seize potential growth opportunities.
Bata's strength lies in its worldwide presence. While local companies are selfgoverning, each one benefits from its link to the international organization for backoffice systems, product innovations and sourcing. Although Bata operates in a wide
variety of markets, climates and buying power Bata companies share the same
leadership points. Two important ones are product concept development and
constant improvement of business processes in order to offer customers great value
and the best possible service.

Bata today

Serves
1 million customers per day
Employs more than
40,000 people
Operates
5000 retail stores
Manages a
Retail presence in over 50 countries
Runs
40 production facilities across 26 countries

VISION
To grow as a dynamic, innovative and market driven domestic manufacturer and
distributor, with footwear as our core business, while maintaining a commitment to
the country, culture and environment in which we operate.

MISSION
To be successful as the most dynamic, flexible and market responsive organization,
with footwear as its core business
BATA BUSINESS

Bata shoe Organization companies are involved in every face of the business of
shoes. Throughout the world, Bata companies service customers from the store
sales floor to the factory floor.

BRAND OF BATA

Marie Claire
Hush Puppies
Power
Bubble Gummers
North Star
Weinbrenner
Bata Comfort

Bata is a multinational company which has various brand lines in order to satisfy the
various segments of market. All the above mentioned brands are devoted to make
best quality of shoes for the particular segments they are assigned. Below is a brief
introduction to the various brands of Bata Pvt Limited.

Marie Claire

shoes are for women with an active lifestyle who seek

contemporary modern styles, Marie Claire shoe stores successfully opened in Latin
America and Asia. Bata Brands is the trademark owner of Marie Claire for shoes
worldwide (except in Japan and Korea).

Bubble gummers

are the leading childrens footwear brand in Pakistan

and have an extensive presence in Latin America, Asia and Europe. Bubble
gummers offer good quality, comfortable, funny and colorful shoes for kids.
Developed to the strictest standards of quality, all shoes are produced with state-ofart technology to ensure healthy foot growth, and parents can be assured that their
children will enjoy these shoes in total comfort and safety. Bubble gummers also
carry a wide range of accessories: - e.g.: Full range of casual bag, school bag,
stationary and others. Also complimented with non BBG BRAND accessories. Namely
featuring latest cartoon theme accessories.

Hush Puppies
In 1958, during the exciting atmosphere of change the Wolwerine Company created
the world's first casual shoe and provided a new alternative in footwear. Hush
Puppies emerged as a soft, breathable and very comfortable shoe. A truly modern
creation that was immediately embraced for its authentic style and casual flair. This
unique invention would not only change the kind of shoes we wear, it would also

herald the beginning of today's relaxed style. Today Hush Puppies continues to
innovate bringing technical excellence in genuine style to over 120 countries by
application of various types of technologies like:

Power

is a Bata International Brand, which continues to spark an emotional

connection with the masses by providing athletic footwear at very affordable prices.
First launched in 1972, it has created a niche for itself in the sports segment. Power
embodies diversity with ranges in running, training, court, basketball, football and
Outdoor that combines function with creativity. To enhance the different categories
there is also a range of young, casual and trendy collection of shoes. The range that
has technical features and functions to boast the Power image is the badminton and
court collections.

Power Slogan: Be Smart

A new terminology replacing Value, The Power customer is a Smart consumer,
not just a value consumer.

The Weinbrenner

line is made up of leather shoes and boots, low, mid

and high cut. Cuts or design are dictated by fashion, but can include Goodyear welt
construction, rugged moccasin and other strongly outdoor associated cuts but
always in casual style. Closure generally with laces and eyelets, sometimes
supplemented with hooks, D-rings and straps with buckles. Colors will be of natural
tones including black, brown, caf and burgundy. Outdoors is yours is a tagline
commonly used.

Comfort will be an important feature in design and assembly of all the comfit
shoes. Many of the Desirable and characteristics such as double stitching molded
and massage insole, latex foam insole, soft textile or cambrelle lining will be used to
emphasize the brand image of both comfort and style. Unit rubber, PVC, PU or TPR
sole are commonly used. Get Comfortable Today is a tagline commonly associated
with these range of shoes.

Products

Research Objective:
The major objective of the research is to identify the various aspects of the
Job satisfaction, to find out that how much employees are satisfied with their
job, for that some questionnaire are were distributed among employees of
BATA Pakistan and
RESEARCH - AIM:
This analytical research is very much focussed on identification of the factors
involved in the various aspects of Job satisfaction of the employees of the
company. The other basic aspects of the research with regard to the
performance of employees and individuals are also analyzed in this
research. Job Satisfaction is an important output that employees work for
Organization. It comprises of extrinsic and intrinsic factors and helps
Maintain an able and willing work forces. It is an interesting and significant

area for conducting research. The study made on the topic of Job Satisfaction
will reveal the factor of feelings of employees

Objectives of the study:

To
To
To
To
To

measure the employees job satisfaction level

study the employees perception towards organization.
study the attitude of the employees towards their Work.
identify the factors that motivates the employees.
give suggestions for the growth & perspective of the company.

Research Method:
Data Sources
Primary Data: The Primary data was collected from the respondents by
administering a structured questionnaire and also through observation,
interview & discussion with management.
Secondary Data: Apart from Primary data collected, the data collected
through text books, the records of BATA, Reports, and Internet.

Sampling
Sample Population: There are totally employees working in the
organization.
Sample Size: Out of the total strength the sample taken amongst workers
.i.e. 50 respondents.
Sample Method: The research was made by the survey in accordance to
the convenience of the employees so the sample type is convenient
sampling.
Sampling Area: The research was conducted in different outlet of bata.

Samnabad branch
MM alam branch
Batapur branch
Iqbal town branch

Analysis of findings
1. What is your gender?
Male
Female

The above analysis shows the gender of the respondents. Above

table and bar chart present that there were total 50 respondents
in which 50 are males and no females.

2. What is
your age?
18-29
30-39
40-55
55+year

The
the

above analysis shows

age of the
respondents. In which
20
respondents are fall in
1829which is 40%, 16
respondents are fall in
3039which is 32%, 11
respondents are fall in 40-55which is 22% and 3 respondents are
fall in above 55 years which is 6%.

3. How long you are working for this company?

Less than 3 months
3months-1 year

1-3+ years
4-6+ years
7-10+years
10+ years

The above
analysis
shows the
working
duration of the respondents. In which no one is working less than 3
months, 4 respondents are working 3 months-1 year, 2 respondents
are working 1-3years,9 respondents are working 4-6 years, 27
respondents are working 7-10 years and 8 respondents are working
above then 10 years.

4. Please indicate your level of agreement with each of the

following:
Satisfied
Salary
Workload

o
o

Physical work load

Job security

Neutral

Dissatisfied

o
o

o
o

o
o

o
o

The above analysis shows level of agreement of each respondent in

which 26 respondent are satisfy which salary and 15 respondent are
satisfy with workload and 12 respondent are satisfy with physical
workload and 45 respondent are satisfy with job security.in which 5
respondent are neutral which salary and 17 respondent are neutral
with workload and 23 respondent are neutral with physical workload
and 5 respondent are neutral with job security in which 19 respondent
are dissatisfy with salary and 18 respondent are dissatisfy with
workload and 15 respondent are dissatisfy with physical workload and
no one respondent are dissatisfy with job security.

5. Overall how
are you
the company?
Satisfied
Neutral
Dissatisfied

satisfied
working for

The above analysis shows respondents overall satisfaction for the

company in which 38 respondents are satisfy, 2 respondents are
neutral and 10 respondents are dissatisfy.

6. To what extent do you agree with the following statement: I

would recommend this company as a good place to work?
Agree
Disagree
Neutral

 The above analysis shows recommendation for the company as a

good place respondents in which 28 respondents are agree, 12
respondents are neutral and 10 respondents are disagree.
7. How satisfied are you with you receive?
Satisfied
Your base pay
Your Bonus

Neutral

o
o

The vacation time

o
o

Dissatisfied
o
o

The above analysis shows satisfaction is you with you receiving. in

which 31 respondent are satisfy with their basic pay and 28 respondent
are satisfy with bonus and 35 respondent are satisfy with vocation
time.11 respondent are neutral with their basic pay and 2 respondent
are neutral with bonus and 7 respondent are neutral with vocation
time.8 respondent are dissatisfy with their basic pay and 10

respondent are dissatisfy with bonus and 8 respondent are dissatisfy

with vocation time.
8. My job makes good use of my skills and abilities
Agree
Disagree
Neutral

The above analysis

and pie chart shows the good skills and abilities of the respondents. In
which 34 respondents are agree which is 68%, 6 are neutral which is
12% and 10 are disagree which is 20%.

9.

How motivated are you to see the company succeed?

Motivated
Not very motivated
Not sure

The above
analysis and pie
chart shows the motivated are you see the company succeed. In which
40 are motivated which id 80%. 4 are not very which is 8% and 6 are
not sure which is 12%.

10.

My work gives me a feeling of personal accomplishment.

Agree
Disagree

The above analysis and pie chart shows the feeling of personal
accomplishment. In which 41 respondents are agree which is 82% and
9 respondents are disagree which is 18%.

11.
On my job, I have clearly defined quality goals
Agree
Disagree

The
and

In
are
94%
are disagree which is 6%.
12.
I am rewarded for the quality of my efforts
Agree
Disagree

above analysis
pie chart
shows the
clearly defined
quality goals.
which 47
respondents
agree which is
and 3
respondents

The above analysis and pie chart shows the quality of my efforts. In
which 50 respondents are agree which is 100% and no one is disagree.

13.
Would you advise a friend to apply for a job at this
company?
Definitely
Probably
Not sure

The above analysis and pie chart shows the advice a friend to apply for
a job at this company. In which 41 respondents are ask defiantly
which 82%, 4 respondents are ask probably which is 8% and 5
respondents are not sure which is 10%.

14.
How satisfied are you with the sort of work you are
doing?
Very satisfied
Very dissatisfied

The above analysis and pie chart shows the satisfied are you with the
sort of work you are doing. In which 47 respondents are very satisfy
which is 94% and 3 are very dissatisfied which is 6%.

15.
How satisfied are you with the type of leadership you
have been getting from your supervisor?
Very satisfied
Very dissatisfied

The above analysis and pie chart shows the satisfied are you with the
types of leadership you have been getting from your supervisor. In
which 27 respondents are very satisfy which is 54% and 23 are very
dissatisfied which is 23%.

16. How satisfied are you with your chances of being

promoted to a better position?
Very satisfied
Very dissatisfied

The above analysis and pie chart shows the satisfied are you your
chances of being promoted to a better position. In which 30
respondents are very satisfy which is 60% and 20 are very dissatisfied
which is 40%.

17. My job requirements are clear

Agree
Disagree

The above analysis and pie chart shows the job requirements are clear.
In which 41 respondents are agree which is 82% and 9 are very
disagree which is 18%.

Conclusion:
The conclusion of this research is that 80% of the employees working in BATA
are satisfied with their job. They are getting handsome amount of salaries
with other benefits. Job tasks are competitive as well as challenging and at
the end their efforts are also rewarded. The satisfaction materialistic
indications showcase that most satisfaction is from job security and salary
which declines to workload and then work satisfaction. To support our

analysis a high referral ratio for jobs at BATA is also seen. Overall we can say
that good HR policies and job clarification cultivates a high level of
satisfaction for employees