| Author | Khalid, Shahzad |
| Call Number | AIT RSPR no. SM-95-6 |
| Subject(s) | Product management
|
| Note | A research study submitted in partial fulfillment of the requirement for the degree of Master of
Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Consumer behavior lies at the very center of business strategy, especially marketing.
Better strategic marketing decisions can be made, if we recognize why and how individuals make
their consumption decisions.
The objective of this study is to analyze the consumer behavior and usage pattern, and
measure the consumers' attitudes toward specific brands of shoes with a view to identifying the
suitable measures for Service Industries (Servis shoes) to increase its brand share of leather dress
shoes. Ten different attributes have been used for evaluating the overall consumers' attitude
towards different brands, and various elements of marketing strategies of the two leading brands,
"Bata" and "Servis", have been analyzed to find the weaknesses of "Servis shoes ".
The results of the study clearly show that the existing marketing strategy of "Servis" needs
rectification in different areas, especially in case of three product attributes -- design, desired
color availability, and variety. |
| Year | 1995 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Johri, Lalit M.
|
| Examination Committee(s) | Hertzberg, Ellen ;Bumbacher, Urs
|
| Scholarship Donor(s) | NORAD |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1995 |