I hereby declare that the research report entitled “Customer Satisfaction of Titan Watchs in Bilaspur City.” is submitted in partial fulfillment of degree of MBA under CHOUKSEY ENGINEERING COLLEGE under the guidance of Miss. P. Vakula and Mrs. Ankita Juneja I am very much thankful to all concerned faculties of our institution for their timely cooperation and help.

Rani Chamlate Roll No - 50236090 CEC

This is to certify that Rani Chamlate student of second semester, Master of Business administration (MBA) has completed the project report work entitled “Customer Satisfaction of Titan Watchs in Bilaspur City.” based on syllabus and has submitted a satisfactory account of his work in this report.

Lecturer Miss Nita Anand Chouksey Engineering College Bilaspur C.G

The research on “Customer Satisfaction of Titan Watches in Bilaspur City...” has been given to me as part of the curriculum in the completion of 2-Years Master of business Administration. I have tried my best to present this information as clearly as possible using basic terms that I hope will be comprehended by the widest spectrum of researchers, analysts and students for further studies. I have completed this project under the able guidance and supervision of Miss Nita Anand. I will be failed in my duty if I do not acknowledge the esteemed scholarly guidance, assistance and knowledge I have received from them towards fruitful and timely completion of this work.

FROMRani Chamlate


and Lower income group Titan alone holds 70% market share in domestic level whereas 60% in organized market.EXECUTIVE SUMMARY Titan‟s watch segment is the India‟s chief producer of watches and ranks fifth in the world in production of watches. where as the competitor like HMT and Maxima are doing good business by holding market share of 45% where as titan hold the only the 32%. Today the company has model for every prices segment and every market. The competitor are also playing an important role to grab the market share . There the marketer have to focus at first on PRICE. Basically it deals with three target market High income group Middle income group. Company really understands the psyche of consumer and they offered quality products in classical design with superior technology.which basically for The titan is not affordable in the Mid –Segment.We as the Marketer try to increase the market share by grabbing the opportunity from other company. To achieve this the company have to follow the marketing strategies. As our Marketing Objectives is to increases Market Share of the company by 5% in the coming year as well as to increase the profitability of the company by 10%.there fore it is important for the company to reduce price in mid – segment. which basically include the MARKETING MIX. . The marketing strategies basically include the 4 ps.

there is little supplier power in the watch market. The import duties on watches are falling which makes the Indian market look attractive for the global majors like Casio. Buyer Power: SUPPLIER POWER No strong suppliers Lack bargaining power Rise of China. Omega. Supplier Power: HMT has its own fully integrated operation for production of its watches. HMT was the leader in the watch market till the Tatas formed Titan Watches in association with Tamil Nadu Industrial Development Corporation in the year 1987. Rado. Tissot. Indian Watch industry: Porter‟s Five Forces Model 1. Titan has its own production facilities for which it has invested roughly 120 crore rupees over the years. TAG Heuer. which later changed the face of the Indian watch market. Swatch. Swatch and Citizen. Also there has been a rise of low cost producers in China & Taiwan which has provided an opportunity for watch makers to outsource watches at low cost. Due to the large supply of watch movements available. manufacture only quartz watches. the manufacturing capacity of which is 6 million units. They took a major strategy decision.History Of The Watch Market and Titan The Indian watch industry began in the year 1961 with the commissioning of thewatch division of HMT. Taiwan as low cost suppliers BARRIERS TO ENTRY Cluttered Market Lack of Differentiation DEGREE OF RIVALRY . The first watch model manufactured by HMT was the Janata model in the year 1962. just as Titan has done to outsource the components for Dash. Liberalization in 1992 and the removal of quantitative restrictions due to WTO has opened the doors for many foreign brands in the Indian market viz. Rolex and many others.

At the same time there are a segment of people who are willing to pay a premium for watches with good performance and with a recognized brand name. the largest company . 5. Entry Barriers: The Indian watch market in the recent years has shown a dramatic increase in the number of brands available in the market due to removal of quantitative restrictions. So understanding the buyers‟ preferences is very crucial in this industry in order to gain a substantial market share. Also at the lower end of the market it is basically the Value for Money. Buyers‟ Preferences The Indian watch buyers are very price sensitive. Threat of Substitutes: There are no such substitutes to watch as a product. This makes the competition very stiff.Increased number of firms Low switching costs Strategic stakes are high THREAT OF SUBSTITUTES No close substitutes BUYER POWER Price sensitivity . Titan Ltd. So the new entrant has to have an offering. in the current context. This could be either price or functional or emotional appeal. in terms of the companies offering various variations for watches such as pendant watches and jewellery watches. So the prime barrier for entry. which can be positioned and differentiated from the other players in the market. However. for a new entrant is to build a brand image and price competitively. The strategic stakes for the producers are very high. especially in the lower end of the market. 4. 3. There is still a huge untapped market in India with market penetration of only 20 units per thousand people while the world average is more than 100. Rich consumers prefer to purchase watches more as a fashion accessory rather than simply for its typical use. which differentiates the players. some sort of substitution has developed.. the product ranges offered by them are manifold. Degree of Rivalry: There are many companies in the Indian watch market. however.

in terms of market share in the organized sector has faced losses in the quarter ended June 2001 despite increase in the market share due to macroeconomic situation. This along with the low penetration levels represent the untapped market potential for watches in India. especially those from the small towns and rural areas who regard it as cheap and flimsy. . Plastic as such is not acceptable to average Indian consumers. HMT faced a similar situation when Titan was introduced in the 1980s leading to a sharp fall in its market share. Quartz watches form two thirds of the organized sector and the rest is split between mechanical and digital watches.300. They want toughness which translates into a good quality metal model at a reasonable price. which is applicable after 6 years (Source: India market demographics report. Watch is one of the consumer durables whose replacement rate is very high. 1998). outdated models. 3.8%.1000.8%(Source: India market demographics report. Even in the organized sector. The replacement rate of watch is 33. and the shift from the mechanical watches to the quartz watches is causing a very high replacement demand for watches. out which 60% is in the unorganized sector in which the maximum number of watches are sold are below Rs. So due to high scrap rate. This is also due to the fact that the estimated scrap rate of wrist watches is 7. three fourth of the sales by volume comes from watches that are priced below Rs. 1998).3 Present Situation of the Indian Watch Market The Indian watch market is today of 40 million units.

Premium (Rs. Shivaki. Super-premium (Rs. The other players include Westar. Titan has been consolidating its market share over the past decade. Omega.5 Segmentation of Indian Watch industry Based on price Mass (Rs. Tag Heuer and Espirit are also making an inroad into the Indian market. Titan and Timex.600-900). which entered in India with collaboration with Titan.900-1500).4 Major brands in the Indian watch market The major players in the Indian watch market include HMT. Tiffany‟s and Corrum. now independently has also gained substantial market share. Casio. SITCO. Piaget. Timex watches. [19] 3. Popular (Rs. Foreign brands such as Cartier. Longines. Gucci.8000) Based on user category Men‟s watches Women‟s watches Youth watches Kids watches Sports watches .350-600).3. Citizen. Maxima.1500-8000) Connoisseur segments (above Rs.

Leveraging its understanding of different segments in the watch market. The company brought about a paradigm shift in the Indian watch market. The company has now diversified into fashion Eyewear by launching Fastrack EyeGear sunglasses. Tamil Nadu. for capitalizing on the opportunity in small towns and rural India. Dehradun.1 Overview Titan Industries was established in 1984 as a joint venture between the Tata Group and the Tamil Nadu Industrial Development Corporation. Titan and Tanishq are among the most admired brands in their categories. It has manufacturing and assembly operations at Hosur. offering quartz technology with international styling. Its main products are: Watches : Currently manufactures four main watch brands viz. Today Titan Industries is India's leading manufacturer of watches and jewellery employing 3. each of which is a leader in its segment. Fastrack – focused on the youth and trendy fashion space.2 Products The company manufactures over 8 million watches per annum and has a customer base of over 80 million. .Company Profile 4. In 2005. Titan for the premium segment. manufactured in a state-of-the-art factory at Hosur. 4. the company launched its second Jewellery brand. Sonata for the mass market and Xylys for the premium market. the company launched a second independent watch brand-Sonata. while. It has also premium fashion watches by acquiring a license for global brands such as Tommy Hilfiger and Hugo Boss. The Titan brand architecture comprises several sub-brands. as well as Prescription Eyewear. as a value brand to those seeking to buy functionally styled watches at affordable prices. the company diversified into jewellery under the brand – Tanishq to capitalize on a fragmented market operating with no brands in urban cities. In addition it focused on the youth with its third brand – Fastrack. In 1995. Gold Plus. The Company leveraged its manufacturing competencies and branched into Precision Engineering Products and Machine Building from 2003. Roorkee and Baddi in Himachal Pradesh and an ECB plant in Goa. It has also in its portfolio its first Swiss Made watch brand – Xylys.800 people.

Sonata is today India's largest watch selling brand and is priced between Rs 295/. Diva.and Rs 1200/-.Notable among them are: Titan Edge – The world's slimmest watch which stands for the philosophy of "less is more". Zoop. The company has 255 exclusive showrooms christened 'World of Titan'. Heritage. The company's first Swiss Made watch – Xylys is for the hi-end connoisseur and new age achiever. Accessories and Contact Lenses of in-house brands and other premium brands. . It also markets Tommy Hilfiger watches under a licensing arrangement and is introducing Hugo Boss. Today. primarily in the Middle-East and Asia Pacific. Regalia. Lenses. Titan Raga – the feminine and sensuous accessory for today's woman.crafted in solid gold and precious stones and several other collections like Wall Street. Eye wear : Titan Eye+ is currently on a pilot mode with 5 stores in 2 cities and has sunglasses under Fastrack brand and prescription eyewear consisting of Frames. Sunglasses. The jewellery division has its own design studio. „Gold Plus' is the recent retail offering for the mass market with plain gold jewellery selling through 19 stores in 19 towns. Octane. WWF and the Aviator series. all of which form a part of the Titan wardrobe. making it amongst the largest chains in its category. Platinum jewellery is also a part of the product range Tanishq is one of India's largest speciality retailers and is transforming the jewellery market in India 102 boutiques in 72 cities across the country. Its after-sales-service is itself a benchmarked operation with a network of 750 service centres and amongst the world's fastest turnaround times. The company has a world-class design studio for watches and accessories. Titan watches are sold through over 12. Jewellery : Tanishq is India's largest and fastest growing jewellery brand with a premium range of gold jewellery studded with diamonds or coloured gems and a wide range in 22kt pure gold. Orion. the Titan portfolio has about 65% of the domestic market share in the organized watch market. Nebula .500 cities and internationally in over 30 countries.000 outlets in over 2.

Both Titan and Tanishq have been adjudged "Most Admired Brands" as well as "Retailer of the Year" by Images Fashion Forum in consecutive years.4 Awards The company has been awarded the following distinctions: Being named the No. The division also provides fully integrated Automation solutions 4. The team has won 7 accreditations also. It also manufactures dashboard clocks as OEM to car manufacturers in Europe and America. The Time Products Division of the company was awarded the JRD QV Award in 2006.1 Brand in the Consumer Durables category in the "Brand Equity" Survey of The Economic Times. a leading Indian magazine.4. Retail Asia and Media Magazine – Singapore adjudged Titan Industries as amongst the leading Retailing Companies in India. a leading Indian financial daily. . Titan has won the Brand Leadership award at the India Brand Summit.3 Precision Engineering The company's Precision Engineering Division supplies precision components to the avionics and the automotive industry. The Titan Design Team won the Young Design Entrepreneur of the Year award at the design awards instituted by the National Institute of Design and Business World.

packaging and merchandising of this range is young. Power dressing now has a new weapon! As Magic in gold and bicolour look.  User Positioning: Titan caters to several user groups. It follows different positioning strategies. providing high quality products. vibrant and „cool‟ (the ad line says “Cool watches by Titan”)  Benefit Positioning: The Fastrack Digital range offers the customer a functional watch that is also attractive. but definite impression and fusion of function and sophistication. . it was the first to bring quartz watches to the Indian market. Classique has been positioned as elegant corporate wear that leaves a quiet. sportspersons and adventurers (PSI4000 and Fastrack range). sturdy and reliable. the 'Regalia' range represents the essence of dress-wear. The company successfully leveraged this to penetrate the market and gain a market share. The digital watch has a “techno-geek” image. Classique and Regalia come under this strategy. delicate and feminine with each piece being truly unique. The Raga and Silver Raga collection is elegant. Raga.1 Overall strategies Since its introduction. but Titan seeks to differentiate its offering on the basis of superior style and attractiveness. the challenge that Titan faces is to create a strong brand image. With its numerous sub-brands catering to different segments. The Fastrack range is seen as being contemporary. these strategies can also be analyzed as given below:  Attribute Positioning: When the company launched its products.children (the Dash). Raga has been differentiated and positioned as exclusive watches for women.Titan Watches: Brand Positioning Strategies 5. The advertising. Titan has been positioned as a premium brand.‟: reasonably priced (less than Swiss watches and higher than Japanese). Cartier etc. However.2 Men‟s segment: With Titan positioning its range of watches as a life-style.5500. Magical blend of most coveted of metals. especially in Europe where it is competing with Swiss and Japanese watches. Nebula is targeted towards affluent men who consider wearing gold jewellery a symbol of status. Competitor Positioning: With the entry of several foreign watchmakers into the market.  Quality or Price Positioning: In the overseas market. the Indian market started viewing watch more as a complement to dress than just a time showing machine. .Omega. Titan had to counter the threat. Most of the entrants are catering to the upper end of the market. They are also realising that. Regalia and Insignia. Titan already had the Tanishq brand in this segment. attractively styled and of good quality. Watches have joined the list of tie. It is marketed as a “watch for discerning individual” positioned as a gold jewel. it is positioning itself as „value. Nebula: Marketed as the “Jewellery collection from Titan”. unlike other forms of art that are meant to be admired. titan came up with this segment when it was facing heavy competition from lower end segment. Nebula is more of a connoisseur watch with the owest price model at Rs. Sonata is a perfect example of Price positioning.for. 5. Dress Wear Titan has three brands positioned for this segment: Nebula. high-end jewellery watches have that added bonus: practical luxury with a function other than beauty. it has tried to reposition this brand by increasing the price range to encourage more customers. Gold and craftsmanship. deodorant and shoes to represent the occasion and flaunt your status. In Indian market.

‟ The watch with fascinating designs and precision engineering was targeted towards the European markets. positioning this as a costly gift. This is also marketed as a watch for gift “Special Watch for special occasion”. Classique with its looks fits the formal corporate image and is positioned as a watch for corporate employees. this watch is targeted towards affluent businessmen. Piaget and Rado. Royale: Collection of designs that suit everyday wear”. Royale with its gold plated case and golden straps represents a formal every day watch targeted towards the employees who can‟t afford multiple watches for . Though it didn‟t meet with much of a success in Europe. gold-look is associated with status but at the same time. The elegant looks and colours make it a strong competitor to the foreign brands like the Tissot. Classic Watches Watches that are for every-day use and those with less frills and more value are classified as Classic watches. this tag line and keyword “International” are used to position this watch as a world-class watch for international traveller with European tastes. These watches are generic in their simplicity and find no real competitors except HMT. the silver-look is the fashion of the day in international watches. Insignia: The World Watch from Titan. With the combination of both. In India. These watches are normally targeted towards middle and upper middle-income class consumers.” Classique' is marketed as a fusion of function and sophistication. The watch uses the unique combination of gold and bicolour looks representing the essence of dress-wear. magic in gold”.Regalia: Incredibly eye-catching…. Classique: “Power dressing now has a new weapon!” “Timeless elegance captured on the wrist. This also reinforces the importance of watch along with the dress worn. The complexity of this watch is 10 times more than a regular titan watch.

This brand from Titan extends over wide range of prices from 900-7000. The watch includes designs from simple to dressy eveningwear switching between informal and formal looks based on the place and situation. The positioning of the watch is not very clear as it is targeted towards the salary earners with its lower price point models and appealing models for the corporate executives at the higher end. world famous Tag. PSI2000: Titan has introduced a range of contemporary Precision Sports watches. outdoor. Casio.occasions. A sports watch in the mind of an average Indian is a polyamide watch with stopwatch and trendy look. these watches are in direct competition with foreign brands like Swatch Irony. Sports Watches In the Indian scenario the sport awareness is not quite there. But in the available market Timex. . which boasts of combining the sturdiness of steel with richness of gold. and Titan are major players and after the lifting of QR restrictions. It is a classic premium watch with style. adventure brand. And the market is not mature enough that consumers buy special watches for sporting except in the superpremium and segments above that. (Psychographically segmented) Ranging from 800 to 7500.Heur has also entered India but in the Connoisseur segment of sports watches. Spectra: “Designed for those who look beyond the ordinary”. So there is no clear distinction between sports watches and casual watches. The brand is marketed as tough.

energetic. which are unconventional and typically symbolize the attitudes of younger generation.Casual Wear: The segment of watches that has a variety of brands and models to appeal to the youth and mentally young people is casual wear. convenience. who seeks to express his or her individuality by braking free from constraints of formal environment. Technology Watches Wrist Watches have changed a lot from the inception. But the underlying concept remained unchanged. without being a rebel. . a good number of brands have ventured. In to the competitive market with people willing to pay a premium for that advantage. Stretching this concept a bit with the development of technology are the technology watches available in the market. The target audience for this watch. in the 20-35 age group include working adults and postgraduate students of both sexes in metros and mini metros.a time showing convenience machine to a status symbol. This brand is marketed as mergers of classic elegance and technological mastery giving rise to multi-functional chronographs using the solar power. Technology (2350-8200): “Multi-functional watches for the Tech-savvy”. sunglasses and branded informal shoes. status has in the new technology era is looked for convenience of carrying data. in terms of attitude is one who wears an informal dress. Titan Fast Track “Cool watches from Titan”. Watch for time. achievement oriented person. Built around the Cool concept. this watch from Titan has virtually very few competitors because no one offers the feature combination and price but Casio (in digital range) and Espirit and Swatch (in the analog range) can be considered as competitors feature-wise. wears branded jeans. The watches in this segment are mainly sporty watches. This brand is positioned to compete against the Citizen‟s EcoDrive. shirts. The Fast Track personality is that of a young. The Fast Track user.

when the brands were launched. . Keeping in mind Indian women‟s love for jewellery. delicacy and feminine. The Silver Raga has been crafted exclusively for the sophisticated woman who believes in value-for-money and who wears silver jewellery with élan. It is marketed as „a magical blend of most coveted of metals and engineering excellence‟. studded with gems it is targeted at the upper most end of the market in competition with brands such as Rolex and Cartier. A 21 carat gold watch. Regalia is targeted towards middle-aged women who consider watch to be a status symbol and also representing their delicacy.1800 onwards. Nebula (6000-65000)“The Jeweler‟s Collection” Nebula is a precious jewellery watch from Titan.5. Regalia Regalia range is positioned as “Essence of dress wear”. The designs and the bracelets represent traditional Indian ornaments as well as contemporary style. It is marketed as “Incredibly eye catching…magic in gold”. Both the watches are exclusively designed to appeal to women more as an ornamental possession than a watch. Raga and the Silver Raga Raga and the Silver Raga collection are positioned as “Ethnic Indian styling for the sophisticated woman”. It is available in many price points between Rs. With the unique combination of gold and bicolor looks and sleek case. both these brands are repositioned as a perfect accessory that completes a woman's wardrobe.3 Women‟s segment Dress Wear Titan has chiefly three brands in this category. But the proposition was viewed with skepticism and hence didn‟t meet with much success. At the beginning. Each piece is truly unique and represents elegance. they were positioned as “Watches for all dresses” with changeable dials matching the sari color. The Nebula range of watches is positioned as objects of ornamentation.

energetic.495 and are marketed under the ad line: “Wow! Watches from Titan”. who seeks to express her individuality by breaking free from constraints imposed by formal environments. which are positioned using the same appeal that of Dash and are expected to give Dash a tough time at the same competitive prices . These watches are priced Rs.4 Children‟s Segment Titan has a brand called Dash! for kids. aims at building the brand around the „cool „ concept. compass.„Cool watches from Titan‟. Its features such as comic characters also appeal to the frivolous nature of the children.250 onwards to Rs. 5. Velco straps.295. which is trendy and chic. which feature cartoon character Popeye. with changeable bezel rings. So Titan is positioning Dash watches as „Fun‟ watches for kids. Fastrack is targeted at a personality that is young. There are some other watches such as Pop-Swatch from Swatch. priced at Rs. The positioning of Fastrack for men and women is almost the same. The three main collections from Dash include the „Popeye Collection‟. There is also a Digital Range. and his friends. Dash also has a special collection for girls. These are bright. colorful watches targeted at children aged 6-14 years. The ad line : „Fastrack. without being a rebel. which has features like Ellight.Casual Wear Fastrack The woman's collection presents the all-new international 'Frosted' look. achievement-oriented.

„Be born every day‟. of exploring unknown lands. Titan has evolved too. he talks of not making your passport photos last longer than three months – you . Bhat says that that statement is supposed to denote the aspirations of consumers to make more of their lives and be whatever they want to be. has undergone a major repositioning exercise only once before – five years ago. 6.” he says. The ad film opens on a shot of Aamir Khan sitting alone on a roller coaster. Further on. As he crashes his vehicle while go-karting. our core consumer is changing. Next. What followed later was the „What‟s Your Style?‟ campaign. sitting beside a truck driver. Titan Industries. Here. with the intention of making it more youthful and relevant to the changing times. he asks the viewers to try the adventure of getting off at an unknown station. chief operating officer. a watch ought to denote the wearer‟s mood and personality. Titan. while his voiceover explains the importance of making one‟s own mistakes. in the middle of nowhere. And to keep up with them.Titan Watches: Brand Repositioning Strategies Titan Industries decided to revamp its flagship watch brand. Ogilvy India. watches. stating. “With the explosion of options in a person‟s life.1 New logo and tagline .” he says. On the adoption of „Be More‟. The brand. It all started with a logo change a few months ago (the same font in a red and white combination). which tried to increase watch consumption per person. then. he is seen chasing the shadow of an aircraft on a beach. launched more than 24 years ago. Titan‟s agency. when Hindi film actor Aamir Khan was appointed brand ambassador. Titan wants to move from style statements to personality statements. “The watch allows for such imaginative travels.“Be More” Beyond style Now. has devised a campaign featuring Aamir Khan that encourages people to find a new strand of their personality every day. Khan waves to the others around him. with a trail of chassis trucks behind him. According to Harish Bhat. followed by a campaign rolled out now. by suggesting the use of different watches for different occasions.

Ogilvy & Mather Bangalore. “„Be More‟ pushes people to live many lives in one. Kunj Shah (who wrote the script) and N Ajesh of Ogilvy.” she says. Malvika Mehra. with Khan explaining how we aspired to be different people as kids – “let‟s revive that aspiration today”. simply put. says. Khan reiterates. is to live life to the fullest – with Titan being the instrument of such expressive liberation. The film was conceptualised by Mehra along with Amit Akali. “So we showed him doing things that were spontaneous. says Mehra.need to constantly reinvent yourself and adopt a new look every day (cut to shots of Khan‟s varied hairstyles and looks in his movies. We want to trigger people into questioning. “Be it Mangal Pandey or Lagaan or Dil Chahta Hai. . Cut to a shot of children. Every Day. just like Titan!‟” Khan fit the bill as Ogilvy borrowed from his own life and work and his need to constantly experiment and reinvent himself. Be More‟. shown in an ambient way through posters and T-shirts). The next vignette has him practising meditation while slyly checking out a girl walking past („Explore‟). Anil Thomas. as we see him with funny accessories framing his face.” The idea. group creative director. Aamir always manages to look different in every role. “That is the way many categories are moving.” explains Mehra. “Shock your reflection!” says Khan. „Be Born. In a sense. the spontaneity in the ad is an indication of Titan‟s gradual shift from the old to the youthful (from „My Dad‟s Brand‟ to „My Brand‟). „Why should we be single minded and boring? Time to be multi-faceted. Titan. Wearing armour (sword and all). such as exploring places or go-karting.

he quips. while the second film showed him delighting a girl in a mall with a watch.‟ . “Because it was raining in Mumbai then!” Several layers were added to the film. semi-urban and rural India. with both metal and leather straps. Sonata. later in the frame. “We had fast paced shots to spread the look of the film. The collection has watches for both men and women at price s starting at Rs 645.” says Pandey. 6. launched the Super Fibre. the earlier two involved Khan and his assistant. as opposed to one city. “It‟s about bringing a mindset onto the screen with a better celeb-brand marriage. The first film had Khan confused about which watch to match with each outfit he‟s packing before a trip.” shrugs Pandey. a series of colourful watches. The watches have been designed primarily for youth in the 16-30 age group. a young girl was shown staring at an object and. Even the last frame of the ad. When asked why Chennai. played by the late Vihang Nayak. “Kids are freer in their thinking than adults and we hope this has been portrayed. They are available in both casual and formal styles to complement the young. the watch brand from the Tatas. To show the aspirations of children. new look for college or office wear. the film has been shot in a way that suggests that multiple locations were used for the shoot. The tag line for this sub-brand is „Super Strong. which has Khan dressed as a mock warrior (with an impromptu utensil serving as his helmet).3 New Collections and Designs Sonata‟s sub-brands Sonata has launched the Yuva 2008 collection. was made to look like the man had made use of things lying nearby in a spontaneous way.” Shot entirely in Chennai.2 The ad making – Aamir Khan The ad was directed by Prasoon Pandey of Corcoise Films. targeted at the sub-Rs 500 market in urban. this is Pandey‟s third Titan film.6. They are available in both gold and steel looks. Super Style.” Pandey says. and will be available in a price range of Rs 275 to Rs 550. “This third film has a much stronger script than those two. you see the object is a butterfly –the girl wants to fly.

Prices range from Rs 6 lakh to Rs 12 lakhs.500 watches has been fixed as a target for this fina ncial year in the Heritage collection. The range is described as blending style and technology. multifunction and retrograde watches for the urban man. this range comprises five styles with versions in gold. They are crafted in 18k white and yellow gold. prosperity and good luck was unveiled as part of Heritage collection. are available in yellow metal and bi-metal versions. he added. . MrVijesh Rajan. 5.500. The collection has over 35 styles and is priced between Rs.000 and Rs 7.450 and Fairy Dust at Rs 4. launching the watch collection. Venus is priced at Rs 4. Octane Titan has launched the Octane collection of chronograph. A sale of around 7.195 and Rs 4. Regional Sales Manager (South). “in a brand new avatar”. The prices in the collection range between Rs 5. Titan Raga – Hazel Collection Titan Raga has launched the Hazel collection.000. They are available as bracelets and kadas with textured or patterned look and mother-of-pearl dials. inspired by the hues of nature. Nebula Celeste It is a limited edition collection of jewellery timepieces. Raga Crystals Titan Industries Ltd has unveiled its new Raga Crystals collection of watches in Kerala.The company announced 360-degree marketing campaign for the new offerings. Titan‟s Stambha A new ladies Heritage wrist watch „Stambha‟ signifying fame. said that plans are on the anvil to launch one new collection every month.000.750. steel and bi-metal finish.000 and Rs 10. called Venus and Fairy Dust. The two new watches. Priced between Rs 2. reflecting the 3000-year old art and cultural history of the country. It also unveiled its TV commercial featuring Indian ODI captain Mahendra Singh Dhoni.

The watch collection was launched by singer and actor.000.35. 500/. this collection has been rendered in a delightfully contemporary form.and Rs. the limited edition watch (500 pieces) harks back to an older era of luxury and romance. Available in mother of pearl dials in both champagne and white options it is priced between Rs. Priced at Rs. The most premium collection for this wedding season was unveiled by popular actor Gul Panag.000. steel and bi-metal finishes. Raga Diva An exquisite range of watches for women in the Kerala market.Nebula Zeus It is a mechanical automatic watch in solid gold for men. They are now trying to target all adults in socio economic classes A&B. 6.1. Other features include an instant start.495. a second hand stop device for accurate time setting.000 and Rs 10. Titan Nebula – Duet Collection Titan Nebula. It is priced between Rs 4. The Nebula Zeus watch has been crafted using Swiss made mechanical automatic movement with gold finish and a sapphire crystal back cover. Vasundhara Das.30. Titan is also looking at innovative retail strategies and planned to launch ten innovative product collections soon . 42 hours reserve powers and auto wind convenience. today launched the Duet collection – three pairs of specially crafted gold watches for the wedding season. Raga Shimmer It comprises of a collection of exquisitely designed studded watches that complement both Indian-wear as well as Western-wear.10.995 and Rs 4. the premium 18K gold watch brand from Titan. Priced between Rs 2. Inspired by traditional Kundan work.000.4 Other Strategies Titan is also trying to reach new customer segments.1. the new collection comprises watches in gold.

Equally. . 1983. 1983). symbolizing a type of consuming experience. experience. expertise of staff. communication. and credence. Buswell (1983) identified customer satisfaction as a combination of five key attitudes. 1982. willingness to lend and branch design. LaBarbera & Mazursky. (1994) affirmed that satisfaction is a post consumption experience which compares perceived quality with expected quality. or it can be an outcome that occurs without comparing expectations On the other hand. Berry. communications. credibility. access to teller services. Bearden & Tell. Anderson et al. They define if expectations are exceeded by performance. Those are knowledge of staff. Zeithaml. Correspondingly. and Parasuraman (1985) argued that customer satisfaction can be defined as the attributes of search. Consequently. 1998). Yi (1990) believes customer satisfaction should mean evaluation. satisfaction is generated (Churchill & Surprenant. Oliver (1996) defines satisfaction as an emotional post-consumption response that may occur as the result of comparing expected and actual performance (disconfirmation).Customer Satisfaction Customer satisfaction is becoming an increasingly salient topic in many firms and in academic research (Söderlund. some previous researchers have explained customer satisfaction in terms of expectation. Avkiran (1994) recognized customer satisfaction by customer conduct.

customer satisfaction is the term which may lower the chance of customers being driven away due to the poor quality of products or services. alternatively. Oliver (1997) defined satisfaction as the customer's fulfillment response. provides a pleasurable level of consumption. The most common interpretations reflect the notion that satisfaction is a feeling which results from a process of evaluating what was received against that expected. product quality. 1996: Berkowitz. and Olshavsky (1996). or the product or service itself. Anderson and Sullivan (1993) added that satisfied customer would intend to repeat purchase which would enhance organizations‟ profitability. according to Anderson and Fornell (1994). Wong (2000) believes that a customer‟s total satisfaction is an emotional perception. Fornell (1992) noted that the more satisfied customers are the one that are greater in their retention while. 1999). MacKenzie. It is a judgment that a product or service feature. & Rudelius. Evaluation is based on the customer‟s reaction from using the product or service. Customer satisfaction then is a total satisfaction that leaves a good perception. service quality.Simultaneously. the purchase decision itself and the fulfillment to needs or want (Armstrong & Kotler. defined satisfaction as the emotional reaction to a product or service experience. In association with this Jones and Sasser (1995) acknowledged that completely satisfied customers are those who are much more loyal than merely satisfied customer Spreng. The customer value package includes: price. The perception of this wholeness is very similar to the meaning of customer value package brought up by Fredericks and Salter (1995).related fulfillment. Kotler (1999) also noted that satisfaction is a function of perceived performance and expectations which identifies feelings of a person resulting from comparing a products perceived performance in relation to his or her expectations. Kerin. Hartley. .

market share. and corporate image are three facilitating factors in ensuring customer satisfaction. delight. Boselie. Therefore. return on investment. and obviously that tend to help in realizing economic goals like profitability. and relief. Hackl and Scharitzer (2000) have identified customer satisfaction as economic goals and have considered customer satisfaction as a prerequisite for customer retention and loyalty. . pleasure. 1993). influenced by variety of factors. Martensen. Thus they noted customer satisfaction as a dynamic and moving target that may evolve over time. (2002) introduced different approach of customer satisfaction and defined customer satisfaction as multidimensional construct. product quality. and Wiele (2002) defined satisfaction as a positive. This definition purported that satisfaction (understood as affective) can be contrasted with an objective summary assessment of outcomes – thereby forming a target-performance comparison mechanism. Hesselink. affective state resulting from the appraisal of all aspects of a firm‟s working relationship with another firm. and corporate image. The researchers reveal that satisfaction can as well be viewed as contentment. Guenzi and Pelloni (2004) use the following definition of satisfaction in their study: “Overall satisfaction is the consumer‟s dissatisfaction or satisfaction with the organization based on all encounters and experiences with that particular organization” (Bitner & Hubbert. According to Bitner and Zeithaml (2003). and Kristersen (2000) also discovered that expectation. (2002). Grùnholdt. Moreover. Fe and Ikova (2004) added that the perception of the word satisfaction influences the activities which we conduct to achieve customer satisfaction. the appropriate definition of customer satisfaction for this study would be the one by Boselie et al. Sureschandar et al. satisfaction is the customers‟ evaluation of a product or service in terms of whether that product or service has met their needs and expectations.innovation.

in one or more of the forms noted above. lower customer-price sensitivity (Krisnamurthi & Raj. 1969). Loyal customers are less likely to switch because of price and they make more purchases than similar non-loyal customers (Reichheld & Sasser. Loyalty. customer loyalty has been measured as the long term choice probability for a brand or as a minimum differential needed for switching. 1997). Samuelson & Sandvik. Customer loyalty reduces marketing costs and that the relative costs of customer retention are substantially less than those of acquisition (Fornell & . According to Duffy (2003). despite situational influences and marketing efforts having the potential to cause switching behavior. 1991). 1990). 1999. and decreased costs to serve customers familiar with a firm's service delivery system (Reicheld & Sasser. loyalty is the feeling that a customer has about a brand which ultimately generates positive and measurable financial results.Customer Loyalty The importance of loyalty has been widely recognized in the marketing literature (Oliver. Oliver (1997) viewed customer loyalty as a deeply held commitment to rebuy or repatronize a preferred product or service consistently in the future. reduced costs to acquire customers (Sharp & Sharp. 1994). 1990). Customer loyalty represents the repeat purchase and referring the company to other customers (Heskett. Soderlund (1998) drew on the concept of loyalty as the extent to which the customer intends to purchase again from the supplier who has created a certain level of satisfaction. creates increased profit through enhanced revenues. Improvements in retention and increasing in the share of the company are the obvious economic benefit of customer loyalty. According to Feick and Lee (2001). Howard & Sheth. 1997.

Oliver (1999) argues that customer loyalty is a condition of strong involvement in the repurchase.. Zeithaml et al. with respect to one or more alternative brands out of a set of such brands. On the other hand. by some decisionmaking unit (a person or group of persons). In addition to attitude. 1987). affective loyalty (repeated confirmations of his expectations). of a product or brand. customer loyalty is approached as an attitudinal construct. 1996). expressed over time. evaluative). purchase) response. it has been argued that loyalty may also be based on cognition (Lee & Zeiss. 1996). This condition of customer loyalty is reached through four sequential stages: cognitively loyal (direct or indirect knowledge about the brand).Wernerfelt. Hallowel (1996) characterize customer loyalty as the relationship a customer maintains with the seller after the first transaction. Attitude denotes the degree to which a consumer‟s disposition towards a service is favorably inclined (Azjen & Fishbein. behavioural (that is. or reuse. 1980). . 1992. Jacoby and Kyner (1973) elaborated that the definition of loyalty includes six necessary conditions – that loyalty is the biased (that is. In its cognitive sense. This involvement is strong enough to overcome the situational and competitive influences which might drive a variety seekers or a switching behavior. On the contrary. or alternatively price indifference (Fornell. conative loyalty (high involvement that is a motivating force). customer loyalty is frequently operationalised as a conscious evaluation of the price/quality ratio or the willingness to pay a premium price. and action loyalty („desire to overcome‟ every possible obstacle that might come in the way of the decision to buy the brand to which the person is loyal). 1980). nonrandom). and is a function of psychological processes (decision-making. Customer loyalty is often referred to as a purchase behavior (Griffin.

On the word of Gremler and Brown (1996) customer loyalty is noted by the degree to which a customer exhibits repeat purchasing behavior from a service provider. and who continues to recommend or maintains a positive attitude towards the service provider. In relation with this. and considers using only those providers when a need for the service arises. Pong and Yee (2001) is defined as the willingness of customer to consistently re-patronize the same service provider/service company that may be the first choice among alternatives. Loyalty deals with specific behaviors related to repurchasing the service or product (Durvasula. thereby complying with actual behavioral outcomes and attaching with favorable attitude and cognition. Mehta. possesses a positive attitudinal disposition towards the provider. & Tang. resulting in repeat purchasing behavior. Lynoski. 1997) which is concerned with the likelihood of a customer returning. Zeithaml (2000) affirmed that loyalty is repeated transactions (or percentage of total transactions in the category. or total expenditures in the category) and can sometimes be measured quite simply with observational techniques. making business referrals. Kandampully (2000) stated that a loyal customer is a customer who repurchases from the same service provider whenever possible. . Correspondingly. regardless of any situational influences and marketing efforts made to induce switching behavior. Wong (2004) suggested customer loyalty as a key mediating variable in explaining customer retention (Pritchard & Howard. a briefer and more specific definition is provided by Anderson and Srinivasan (2003). who define loyalty in contest of electronic business as the customer‟s favorable attitude toward an electronic business. 2004). Furthermore.

3. Hence. the researchers of the current study will use the definition of Pearson (1996) to define customer loyalty. a business term. Pearson (1996) defines customer loyalty in term of those customers who hold favorable attitudes toward the company. measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. is a measure of how products and services supplied by a company meet or surpass customer expectation. customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. . Customer satisfaction. and recommend the product/service to others. commit to repurchase the product/service.providing strong word-of-mouth.2) Measuring customer satisfaction Organizations are increasingly interested in retaining existing customers while targeting non-customers. 1998). In a competitive marketplace where businesses compete for customers. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms. as well as providing references and publicity (Bowen & Shoemaker. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard.

Work done by Cronin and Taylor propose the "confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman. customer . According to Garbrand.Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. Value. further expanded by Berry in 2002 and known as the ten domains of satisfaction. Environment. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. These factors are emphasized for continuous improvement and organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model. Because satisfaction is basically a psychological state. Zeithaml and Berry as two different measures (perception and expectation of performance) into a single measurement of performance according to expectation. Inter-departmental Teamwork. Brodeur between 1990 and 1998 defined ten 'Quality Values' which influence satisfaction behavior. Work done by Parasuraman. Efficiency. Commitment to the Customer and Innovation. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products. Ease of Access. Front line Service Behaviors. Timeliness. Work done by Berry. This provides the measurer with a satisfaction "gap" which is objective and quantitative in nature. These ten domains of satisfaction include: Quality. care should be taken in the effort of quantitative measurement. although a large quantity of research in this area has recently been developed. Zeithaml and Berry between 1985 and 1988 provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived experience of performance.

The customer is asked to evaluate each statement and in term of their perception and expectation of performance of the organization being measured. . The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Technique or scale.satisfaction equals perception of performance divided by expectation of performance.

To study the different factors responsible for consumer dissatisfaction. H1: Consumers are satisfied.OBJECTIVES The main objectives of the study are: 1. To study factors influencing consumer satisfaction towards Titan Watches 3. To study the level of consumer satisfaction towards Titan Watches 2. HYPOTHESIS Ho: Consumers are not satisfied. .

Magazines’ .RESERCH METHEDOLOGY Universe: Bilaspur Area Sample size: 100 Respondent Sample unit: Titan Watches Consumer Research design: Descriptive Collection of data: - Primary data: Through Questionnaires Secondary data: Internet. Newspaper.

Data Analysis .

of Titan Watches Owned No.No. of Watches Owned * No. of Watches Owned * No. of Watches Owned 1 1 2 3 5 more than 3 Total 0 0 0 0 0 1 0 2 13 3 0 2 20 2 0 1 12 15 1 11 40 3 0 0 0 4 1 3 8 No. of Titan Watches Owned No. of Titan Watches Owned 1 No. of Titan Watches Owned All No. of Watches Owned 1 2 3 5 more than 3 Total 0 0 0 0 0 2 2 Total 1 3 25 22 2 18 71 .

The minimum expected is . 24 cells (80.000 .979a 36.0%) have expected less than 5. .012 Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 95.Chi-Square Tests Asymp.01.863 71 df 20 20 a. Sig. (2sided) .

Duration of Being a User * Like in Titan Watch * Gender Like in Titan Watch Gender Duration of Being a User Total Female Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total Male Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total 9 7 0 0 16 0 2 3 0 5 Like in Titan Watch Gender Duration of Being a User Total Female Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total Male Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total 5 4 2 2 13 0 3 0 0 3 Style Total 1 1 21 23 6 6 56 4 6 3 1 14 7 12 4 4 27 4 1 0 1 6 Brand Name Design .

007 df 6 6 Asymp.0%) have expected less than 5. . 7 cells (58. c.091 b.260 .21.932 56 15.570 14 6 6 . (2sided) .322c 17.3%) have expected less than 5.39.712b 10.018 .Chi-Square Tests Gender Female Pearson Chi-Square Likelihood Ratio N of Valid Cases Male Pearson Chi-Square Likelihood Ratio N of Valid Cases Value 7. Sig. 12 cells (100. The minimum expected is . The minimum expected is 1.


Duration of Being a User * Get Discount on Titan Watch * Gender Get Discount on Titan Watch Gender Female Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total Male Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total Yes 10 11 4 4 29 4 1 2 0 7 No 11 12 2 2 27 0 5 1 1 7 Total 21 23 6 6 56 4 6 3 1 14 .

(2sided) . 8 cells (100.017 df 3 3 Asymp. 4 cells (50.710 a.379 56 8.0%) have expected less than 5.Chi-Square Tests Gender Female Pearson Chi-Square Likelihood Ratio N of Valid Cases Male Pearson Chi-Square Likelihood Ratio N of Valid Cases Value 1.89. b.046 . The minimum expected is 2. .000b 10.355a 1.0%) have expected less than 5. The minimum expected is .716 .50. Sig.182 14 3 3 .


Duration of Being a User * Guaranty on Titan Watches * Gender Guaranty on Titan Watches Gender Female Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total Male Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total 1 Yr 13 12 2 3 30 1 5 1 1 8 2 Yrs 4 7 2 2 15 3 0 0 0 3 Guaranty on Titan Watches Gender Female Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total Male Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total More than 2 Yrs 4 4 2 1 11 0 1 2 0 3 Total 21 23 6 6 56 4 6 3 1 14 .

715 14 6 6 . b.21.190 56 13.18.033 df 6 6 Asymp. 8 cells (66. The minimum expected is 1.901 . The minimum expected is .0%) have expected less than 5.035 . Sig.Chi-Square Tests Gender Female Pearson Chi-Square Likelihood Ratio N of Valid Cases Male Pearson Chi-Square Likelihood Ratio N of Valid Cases Value 2.7%) have expected less than 5. (2sided) .562b 13. .192a 2.901 a. 12 cells (100.


Duration of Being a User * Warranty on Titan Watch * Gender Warranty on Titan Watch Gender Female Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total Male Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total 1 Yr 12 12 1 3 28 2 3 1 1 7 2 Yrs 6 6 3 2 17 2 2 0 0 4 Warranty on Titan Watch Gender Female Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total Male Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total More than 2 Yrs 3 5 2 1 11 0 1 2 0 3 Total 21 23 6 6 56 4 6 3 1 14 .

The minimum expected is 1.7%) have expected less than 5. Sig.740 56 6. 12 cells (100. .500b 7.0%) have expected less than 5. (2sided) .Chi-Square Tests Gender Female Pearson Chi-Square Likelihood Ratio N of Valid Cases Male Pearson Chi-Square Likelihood Ratio N of Valid Cases Value 3.18.748 .712 a.280 df 6 6 Asymp. The minimum expected is . 8 cells (66.370 .468 14 6 6 . b.21.468a 3.


Duration of Being a User * Faced Problem In Guaranty Period * Gender Faced Problem In Guaranty Period Gender Duration of Being a User Total Female Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total Male Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total 1 1 8 9 1 2 20 0 1 2 0 3 13 14 5 4 36 4 5 1 1 11 No Yes Total 1 1 21 23 6 6 56 4 6 3 1 14 .

740 df Asymp.0%) have expected less than 5. No statistics are computed because Duration of Being a User and Faced Problem In Guaranty Period are constants.165 .21.0%) have expected less than 5.253 56 5. The minimum expected is . (2sided) a.Chi-Square Tests Gender Pearson Chi-Square N of Valid Cases Female Pearson Chi-Square Likelihood Ratio N of Valid Cases Male Pearson Chi-Square Likelihood Ratio N of Valid Cases Value . Sig.132b 1. c.091c 5. 8 cells (100.a 1 1.322 14 3 3 .14.150 3 3 . b. . The minimum expected is 2. 4 cells (50.769 .


Duration of Being a User * Replaced or Repaired * Gender Replaced or Repaired Gender Duration of Being a User Total Female Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total Male Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total 1 1 8 9 1 2 20 0 1 2 0 3 4 5 0 2 11 Not Needed Repaired .

Replaced or Repaired Replaced Duration of Being a User Total Female Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total Male Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total 9 9 5 2 25 4 5 1 1 11 Total 1 1 21 23 6 6 56 4 6 3 1 14 .

Sig.091c 5.150 6 6 .165 .455 df Asymp. No statistics are computed because Duration of Being a User and Replaced or Repaired are constants.889b 5. c.322 14 3 3 . 8 cells (66.726 56 5.Chi-Square Tests Gender Pearson Chi-Square N of Valid Cases Female Pearson Chi-Square Likelihood Ratio N of Valid Cases Male Pearson Chi-Square Likelihood Ratio N of Valid Cases Value .7%) have expected less than 5.558 . b. 8 cells (100. The minimum expected is .a 1 4.18. (2sided) a. The minimum expected is 1.0%) have expected less than 5.21. .


Duration of Being a User * Cost of Servicing Reasonable * Gender Cost of Servicing Reasonable Gender Duration of Being a User Total Female Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total Male Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total 1 1 1 4 2 2 9 1 2 2 0 5 20 19 4 4 47 3 4 1 1 9 No Yes Total 1 1 21 23 6 6 56 4 6 3 1 14 ++++ .

187 df Asymp.805 56 2. 4 cells (50. . 8 cells (100.0%) have expected less than 5.514 3 3 .568 . The minimum expected is .197 . The minimum expected is .36.022c 2.a 1 4. (2sided) a.96.0%) have expected less than 5.672b 4. b. No statistics are computed because Duration of Being a User and Cost of Servicing Reasonable are constants.Chi-Square Tests Gender Pearson Chi-Square N of Valid Cases Female Pearson Chi-Square Likelihood Ratio N of Valid Cases Male Pearson Chi-Square Likelihood Ratio N of Valid Cases Value . Sig.293 14 3 3 . c.


Duration of Being a User * Need Servicing of Titan Watch * Gender Need Servicing of Titan Watch Gender Female Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total Male Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total Never 7 5 3 2 17 1 1 2 0 4 Once a Year 4 7 1 2 14 3 0 0 0 3 1-2 Yr 5 9 1 2 17 0 3 1 0 4 Need Servicing of Titan Watch Gender Female Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total Male Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total 2-5 Yr 5 2 1 0 8 0 2 0 1 3 Total 21 23 6 6 56 4 6 3 1 14 .

637 .819b 9 9 . The minimum expected is . b.Chi-Square Tests Gender Female Pearson Chi-Square Value 6. 16 cells (100. . Sig.075 14 9 .002 56 16.86.5%) have expected less than 5.292a df 9 Asymp.21.034 a. The minimum expected is . (2sided) .052 Likelihood Ratio N of Valid Cases 18.0%) have expected less than 5. 10 cells (62.710 Likelihood Ratio N of Valid Cases Male Pearson Chi-Square 7.


Duration of Being a User * Time Taken on Servicing * Gender Time Taken on Servicing Gender Female Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total Male Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total 1 Day 7 4 1 2 14 1 1 1 1 4 2-4 Days 4 9 1 2 16 1 2 0 0 3 2-7 Days 5 6 3 1 15 1 2 2 0 5 Time Taken on Servicing Gender Female Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total Male Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total More Than 7 Days 5 4 1 1 11 1 1 0 0 2 Total 21 23 6 6 56 4 6 3 1 14 .

Chi-Square Tests

Gender Female Pearson Chi-Square Likelihood Ratio N of Valid Cases Male Pearson Chi-Square Likelihood Ratio N of Valid Cases

Value 5.168a 5.013 56 5.619b 6.479 14

df 9 9 9 9

Asymp. Sig. (2sided) .819 .833 .777 .691

a. 10 cells (62.5%) have expected less than 5. The minimum expected is 1.18. b. 16 cells (100.0%) have expected less than 5. The minimum expected is .14.

Duration of Being a User * Service Centres Known of Titan * Gender

Service Centres Known of Titan Gender Duration of Being a User Total Female Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total Male Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total 1 3 0 0 4 2 0 0 0 2 13 10 4 4 31 0 5 3 0 8 4 2 1 1 8 0 0 0 1 1 1 2 3

Service Centres Known of Titan Gender Duration of Being a User Total Female Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total Male Duration of Being a User 1-2yr 2-4 yr Less Than 1yr More Than 4yr Total 3 8 1 1 13 2 1 0 0 3 More Than 3 Total 1 1 21 23 6 6 56 4 6 3 1 14 .

016 a. No statistics are computed because Duration of Being a User and Service Centers Known of Titan are constants. (2sided) 9 9 9 9 . b.635 . . Sig.324b 7.306 14 df Asymp. c.43.707 . The minimum expected is . The minimum expected is .003 .Chi-Square Tests Gender Pearson Chi-Square N of Valid Cases Female Pearson Chi-Square Likelihood Ratio N of Valid Cases Male Pearson Chi-Square Likelihood Ratio N of Valid Cases Value . 16 cells (100.07.016 56 24.986c 20.a 1 6.0%) have expected less than 5.3%) have expected less than 5. 13 cells (81.


Hypothesis Testing Null Hypothesis – Customers of Titan are Satisfied Alternate Hypothesis – Customers‟ of Titan are not satisfied “ON THE BASIS OF INTERPRETATIONS OF THE CHI SQUARE ANALYSIS WE CAN SAY THE CUSTOMERS ARE SATISFIED AND NULL HYPOTHESIS IS ACCEPTED” .

· Improve after sales service. All the responses have been summarized as follows: · Introduce more trendy and innovative designs · Focus on niche markets such as working men and women · Spread awareness about availability of watches in lower segments as most of the consumers feel that Titan brand is synonymous with premium watches. · Take steps to change consumer perception that Titan watches are high priced. .Suggestions Given By the Respondents Varied responses were received for this question.

 Advertisement in mass media such as television.  Only 50% of the respondents have seen the new campaign launched by Titan watches in July 2008. This implies that the reach of the campaign in six months has been to more or less half of the consumers. those who have seen the new campaign consider it to be effective in conveying the message it intended to deliver.  Celebrity endorsement of watches not only increases the visibility of the product but also gives an assurance to the consumers that it is of high quality. However.e. and magazines are best means to spread awareness about brand. to “be more” in lives.. there is a misconception about pricing of Titan products among the consumers.Findings Of The Survey The findings of the consumer awareness survey are listed below:  72% of the respondents in the age group of 20 – 30 years possess fastrack watch.  Titan watches‟ designs are rated as “good” by 78% of the respondents. They perceive them to be high priced.  Logos and taglines are rarely noticed by the watch consumers. This shows that the positioning strategy of these watches has been good.  The after sales service and behavior of sales personnel have been given low ratings compared to other variables mentioned in the questionnaire with respect to Titan‟ exclusive showrooms. newspapers. However.  Most of the consumers prefer Titan watches for their attractive designs and good quality. i. any change in them also goes unnoticed. This indicates that they are looking forward for more innovative designs to be introduced by the company. . Hence.

This can be done by ensuring the spare parts availability and training all sales personnel in Titan showrooms to undertake these tasks. the process of servicing and repairing of watches should be made faster. Titan Company can sponsor events similar to fashion shows in which all latest designs launched are displayed. Majority of the population in India live in rural areas. After sales service has to be improved.Conclusion The suggestions to improve consumer awareness about brand repositioning strategy of Titan is as follows: To increase its visibility. it should focus on introducing more varieties in already existing product collections. Though Titan has got more product collections. Invest more in R&D as customer expectations are changing rapidly. having a limited but more depth in product collections would be more advantageous. So. Introduce cheaper and rough use watches for this segment. This would have multiplier effect as the latest designs launched by the company gets noticed by different segments of the customers in varied ways. That is. Tie –up with FM radio channels for reminder advertisements and informing customers about various sales promotion offers from time-totime. . In other words. Tie up with international watch brands and make them available locally. showrooms should be set up at places nearer to them. Introduce exclusive collection for working women which is more contemporary and complements both traditional and western wear. Make use of internet to spread awareness among consumers about the brand.

R KOTHARI) References .org www.itcportal.BIBLIOGRAPHY 1) 2) Marketing management (PHILIP KOTLAR) RESEARCH METHODOLOGY ( C.

................. The fallowing questionnaire presented to is a part of research project undertaken by me in fulfilment of my educational curriculum of MBA Sem II......................................................... Gender Male Female Address................................................. Contact No.................................... Ph....... II Chouksey Engineering College Bilaspur C............ Mb............. Rani Chamlate MBA Sem................................. The information providided by you by taking part in the survey will be kept confidential and be used for educational purpose only Thanking you......... ................................................................ Occupation: ....................................................................................G............................................................ .................................................................................. ............................... Age: ..................... General Information Name:..Customer Satisfaction of Titan Watches in Bilaspur City Dear Respondent................................

. Do you get any discount on Titan Watch ? 7. For how much Time Do You Own a Titan Watch □ □ □ □ More than 4yr 3..... How many of them are Titan □ 1 □ 2 5. How many Service Centers you know of Titan □ 1 □ 2 □ 3 □ More than 3 . How much Warranty do you get on Titan Watch □ None □ 1yrs □ 2yrs □ More than 2yrs 9.. □ 2 4..... □ 3 □ All □ Brand Name □ Other .... □ No.. What you like in Titan Watch □ Style □ Design □ Yes 6..2 yr □ No 2-4 yr 2.. How much Guaranty do you get on Titan Watch? □ None □ 1yrs □ 2yrs □ More than 2yrs 8... Do You Own a Titan Watch □ Yes Less than 1yr 1 .1...... How many watches do you own □ 1 □ 3 □ More ...

................................... Have you ever face problem in your watch during Guaranty period ? □ Yes □ Replaced Reasonable □ Yes □ No □ No □ Repaired 13............ How of often you need servicing of your Titan Watch □ Once a year □ 1-2 yrs 11.......................... .........................10.................................................. ...... ............................ Do you think the cost of Servicing your Titan Watch is 15............................................................. How much time it took for servicing □ 1 day □ 2-4 days □ 4-7 days □ More than 7 days □ 2-5 yrs □ never 12....................................................................................................................... I Like Titan Watch because .. Is the Watch Replaced or Repaired on such occasions 14......................................................... ..................

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