An Analysis of International Brand in increasing customer value A Case Study of Bata

Abstract

The study was undertaken with the objectives: (1) To identify the influence of international brand on customer perception in shoe market in the area of Bankok. (2) To identify the recognition of customer on Bata brand as an international brand. (3) To describe and discuss how brand affect the consumer value and buying decisions in the selected area Bangkok, Thailand. The paper studies three major dimensions: the brand equity dimension, the customer value dimension, and the buyer's decision concerning footwear in international brand, focusing on Bata brand. The research analysis is based on qualified 413 questionnaires that were collected form Bata customers in the area of Bangkok. The Statistical Package for the Social Science (SPSS) was used to analyze the data: i. e. percentage, frequency, means, and factor analysis. The relation was presented though the Chi-square, Cramer' V and Pearson's Correlation. The main objective of factors in the study. The value of factor loadings value of the study above 0.5 are considered, and all factors are significant. All of the factors are appropriated to be used for this research. The main findings of this study are the following: The international brand equity and customer value influences on Thai customers. Also, international brand equity has a relationship with customer value. The researcher found that consumers are more interested in core product benefits, i. e. the quality and design of the shoes. Brand loyalty is also needed in the international footwear market. The researcher suggests that the Bata company needs to communicate more about its product benefits, and then relating the tangible and intangible benefits such as services to the company's core values. This encourages a positive attitude, strong brand loyalty, and finally leads to increased sales revenue. Even though Bata, in the study, has been in Thailand for over 70 years, consumers are still not loyal to the Bata brand. The researcher creates suggestions for marketers to reinforce their brand loyalty thoughout the organisation. Moreover, the company have to do product development via store image by co-ordinating with store managers to create store image together with shoe designs based on customer's needs. Quality is also the factor that customers needs; therefore, the researcher suggests how the inspector or QC manager should perform.