An Empirical Research on Rebooting of Customer Loyalty of Bata Product Through Guerrilla Marketing
Uma Rani Purusothaman1, P. Saravanan2, A. Mohamed Rafic3
1Dr. Uma Rani Purusothaman, Professor & Head, Doms, Saveetha Engineering College (Tamil Nadu), India.
2Mr. P. Saravanan, I Year, MBA Student, Saveetha Engineering College, (Tamil Nadu), India.
3Mr. A. Mohamed Rafic, I Year, Mba Student, Saveetha Engineering College, (Tamil Nadu), India.
Manuscript received on 22 August 2019 | Revised Manuscript received on 11 September 2019 | Manuscript Published on 17 September 2019 | PP: 1528-1531 | Volume-8 Issue-2S8 August 2019 | Retrieval Number: B10970882S819/2019©BEIESP | DOI: 10.35940/ijrte.B1097.0882S819
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: This study is conducted to examine the rebooting of customer loyalty of Bata products through Guerrilla marketing that helps to sustain their customers. In this era of globalization all firms are facing competition. Bata Company is not an exception. Hence this study will reveal how for this guerilla marketing is effective to sustain in the market. Primary data collected through survey method. Questionnaire constructed and data was collected from customers in Chennai city. Multiple regression analysis tools are used that helps to predict the effect of independent variables on dependent variable. Multiple regression analysis determines the fit of the model and the relative contribution of each of the predictors to the total variance. The variation in loyalty of customers of Bata products through Guerilla marketing is explained by change in design, cost effectiveness, variety of products and offers to attract customers. Each independent variable explains the variance.
Keywords: Rebooting Customer Loyalty, Guerrilla Marketing, Cost Effectiveness, Dependant Variables.
Scope of the Article: Marketing and Social Sciences