A STUDY ON CUSTOMER PERCEPTION TOWARDS USE OF BATA SHOES AMONG COLLEGE STUDENTS IN CHENNAI CITY

This study examines the customer perception towards the use of Bata
shoes among college students in Chennai city. The primary objective is to
analyse the level of brand awareness and identify the factors influencing
purchase decisions and brand loyalty. A descriptive research design was
adopted, and data was collected from 200 respondents using a structured
questionnaire through convenience sampling. Both primary and secondary
data sources were used to support the analysis. The findings reveal that
Bata enjoys a high level of awareness and familiarity among students, with
the majority associating the brand with quality, style, and strong brand
value. Factors such as product quality, brand image, and design
significantly influence purchasing decisions, while pricing plays a
comparatively lesser role. Digital marketing, celebrity endorsements, and
peer influence also strongly shape consumer perception. Although most
respondents expressed satisfaction and strong purchase intention, some
concerns were noted regarding durability, comfort, and pricing. Overall, the
study highlights Bata’s strong emotional and aspirational appeal among
college students, making it a dominant brand in the sportswear market.