GROUP MEMBERS: Atul Saboo Saurav Jalan Tarun Daga Uma Balakrishnan

Fishbein Model
Using the Fishbein Model

Focus Group Study

Sample Details
Sample Questions Attitude Towards Titan Attitude Towards Timex Key Observations Comparison Between the Brands Recommendations

MODEL: Ao = (bi*ei) where i = 1 to n

Ao = Attitude towards the object

Bi = extent of belief that object possesses attribute i Ei = evaluation of attribute i

STEPS:
1.

Identify some important attributes in that product category Design questionnaire to measure belief and evaluation and conduct survey

2.

3.

Analyze the data collected to see consumers attitudes towards the brands
Make recommendations for improving the market position of the brand

4.

Conducted two focus group discussions within Praxis of 6 people each Enumerated various attributes of wristwatches which came to light
Clubbed similar attributes into 7 salient attributes Designed questionnaire on the basis of attributes highlighted

Sample Size: 30
Type of Sampling: Convenience & Judgment Technique: Intercept interview Survey Locations:
South City Mall Kalighat Metro Station Merlin Residency

For Belief: How far do you think accuracy is present in Titan and Timex? Low presence High presence 1 2 3 4 5 6 7 8 9 10 For Evaluation: How important do you feel is accuracy as an attribute in a wristwatch? Unimportant Very Important -3 -2 -1 0 +1 +2 +3

ATTRIBUTES
Accuracy Durability Price Style 8.167 8.367 7.733 8.1

Bi
2.133 2.167 0.367 2.6

Ei
17.422 18.127 2.836 21.06

BiEi

Innovation
Variety Trust Overall Attitude

7.8
8.2 8.433

1.967
2.367 2

15.34
19,407 18.667 111.059

ATTRIBUTES
Accuracy Durability Price Style Innovation Variety Trust Overall Attitude 6.733 6.933 6.6 6.167 4.9 5.2 6.133

Bi
2.133 2.167 0.367 2.6 1.967 2.367 2

Ei
14.364 15.022 2.42 16.033 9.636 12.306 12.267 82.05

BiEi

As observed, Titan is perceived as the leader brand in each attribute

Hence Timex, with lower scores, is a follower brand Price is not very important for consumers, showing people are more

willing to spend on the product

Style and variety score higher than accuracy and durability. This shows the move from being just a timepiece to an accessory &

fashion statement

Low durability score shows the attitude of people wanting to change watches frequently

 Most important attributes sought by respondents: Style Variety Durability

TIMEX (Bi*Ei) STYLE VARIETY DURABILITY 16.03 12.31 15.02 TITAN (Bi*Ei) 21.06 19.41 18.13 DIFFERENCE -5.03 -7.1 -3.11

Timex should concentrate on improving style and variety of its watches

Product assortment should cater to different segments and versatility

should be increased
Positioning should portray a diverse array of wrist accessories

Perceived difference between style of Titan & Timex, and variety of Titan & Timex, should be reduced

Durability need not necessarily be worked upon because:

Difference is not very high vis-a-vis the other two attributes Consumers are moving from thinking timepiece to wrist-gear