A Comparative Study between Younger and Older Subculture on the Basis of their Perceptions Towards BATA

Abstract

This research is focused on the consumers of Bata shoes in Bangladesh. People from the older group and the younger group are included as observations of this study, to find out if there is any similarity in the perceptions of these two groups about Bata brand. First, I have gone through the development of the research fiamework. Secondary datawere collected from Internet, news relea$es, Journals and advertisements. By doing a pilot survey and from the secondary dataanalysis I have found 20 triggeringfaclors in terms of usinglpurchasing shoes. These factors generally influence a customer when helshe buys shoes. A few Depth Interviews were also be conducted ofpeople from different grounds like businessmen, students (both male and female), and housewives etc. to identi$'their views about purchasing shoes. Information about those environmental factors that affect the purchasing behavior of consumers was gathered as well. Finally I have defined the broad and specific objectives to develop research questions, Epe of research to be undertaken and hypotheses in contrast with the findings to provide a conclusion with signifi cant recommendations.