Brand management has become increasingly important, given the rapid change of the global market and elevation of competition. Effective brand management creates clear product differentiation, consumer preference and loyalty, resulting in broadening market share. The success of a firm depends largely on its capability to draw in shoppers towards its brands. Above all, it’s crucial for the survival of accompany to retain its current customers, and to create them loyal. brand loyalty, according to this definition, brand loyalty is: “The (a) biased, (b) behavioral response, (c) expressed over time, (d) by some decision making unit, (e) with respect to one or more alternativle brands out of set of such brand, and (f) is a function of psychological process. Hence the study has also been conducted on the same topic brand loyalty of the consumers regarding to brand of Bata and Servis Shoes Company.
The purpose of this research was to find out the customers perception regarding band loyalty of Bata and Servis shoes. To know the customers loyalty towards particular brand data has been collected from them by offering them questionnaires having 5-point scales. These questionnaires were purely prepared related to loyalty of the customers. Hence after getting data from the customers it was further proceed on the excel sheet for data analysis and data presenting. Each table is holding both company data in frequency and percentage values manners. So through the help of Percentage analysis, the study has achieved all the objectives which are mentioned in the project.
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