i need literature review of the research paper

A Study on Brand Loyality towards Bata India Ltd.


INTRODUCTION

The main purpose of this project is to provide an approach for analyzing market structure in terms of brand loyalty and brand awareness for the purchase of Bata products. Ideally, your brand should be the first one that comes to your mind within specific product categories and associated with key consumer benefits. Consumers should be able to identify which products and services Bata brand offers. They should also be able to identify which benefits are associated with the brand. It is also useful to segment the market, based on brand loyalty and brand awareness and to understand the needs of loyal customers and potential awareness, aswell as their attitude towardskey brand attributes. The goal of this project is to create awareness among the consumers that there are different brandsin the productcategoriesin which the brand operates, and also to measure the consumer's behavior of repeatedly purchasing a specific brand over a certain period of time. It is also useful to segmentthe market, based on brand loyalty and brand awareness and to understand the needs of loyal customers and potential awareness, as well as their attitude towards key brand attributes. A person's attitude toward a brand is relevant to the degree of their brand loyalty. Brand awareness is linked to consumers brand preferences, that salient brands are high in both intentions to buy the brand and brand loyalty. Itis a well known factthat a distinctive brand identity is one of the most influential factors in determining how consumers differentiate between similar products and services. Both tools are separate in practice, but also used in combination with each other. It is the also the key to attracting new customers and retaining existing customers. The intent of this study is to provide insights of the needs of two groups of customers, repeat buyers and operations of the brand, in order to help corporations develop appropriate marketing strategies. This study was carried out in two stages:
(1) segmenting the market into the two consumer groups; and (2) analyzing the differences of the two groups based on the key factors that affect consumption behaviors.
1.2 OBJECTIVES OF THE STUDY:  Primary objectives- To measure the Brand awarenessand Brand loyalty of Bata India Limited, Bangalore.  Secondaryobjectives- To find out the company’s position in the footwear industry in the market. To find how much Bata brandsare awarein the market among the consumers. To find out the loyal customers of Bata. To determine the factors which is affecting Bata’s promotional activities? To find out drawbacksof Bata brand.