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Today, a wristwatch is considered as much of a status symbol as a device to tell time. In an age when cell phones and digital pagers display tiny quartz clocks, the mechanical wristwatch has slowly become less of an object of function and more a piece of modern culture. Walk into the boardroom of any Fortune 500 company and you¶re likely to see dozens of prestigious wristwatches, including such names as Rolex, Vacheron Constantine, Frank Muller, Jaeger-LeCoultre and even Patek Philippe. However, this was not always the case. Less than 100 years ago, no self-respecting gentleman would be caught dead wearing a wristwatch. In those days of yore, real men carried pocket watches, with a gold half-hunter being the preferred status symbol of the time²no pun intended. Wristlets, as they were called, were reserved for women, and considered more of a passing fad than a serious timepiece. In fact, they were held in such disdain that many a gentlemen were actually quoted to say they ³would sooner wear a skirt as wear a wristwatch´. The established watch making community looked down on them as well. Because of their size, few believed wristlets could not be made to achieve any level of accuracy, nor could they withstand the basic rigors of human activity. Therefore, very few companies produced them in quantity, with the vast majority of those being small ladies¶ models, with delicate fixed wire or chain-link bracelets. This all started to change in the nineteenth century, when soldiers discovered their usefulness during wartime situations. Pocket watches were clumsy to carry and thus difficult to operate while in combat. Therefore, soldiers fitted them into primitive ³cupped´ leather straps so they could be worn on the wrist, thereby freeing up their hands during battle. It is believed that Girard-Perregaux equipped the German Imperial Naval with similar pieces as early as the 1880s,which they ore on their wrists while synchronizing naval attacks, and firing artillery. In 1906, the evolution of wristlets took an even bigger step with the invention of the expandable flexible bracelet, as well as the introduction of wire loops (or lugs) soldered onto small, openfaced pocket watch cases, allowing leather straps to be more easily attached. This aided their
GMT-Master. when Rolex introduced the Auto Rotor. Over the years. . Royal Canadian Navy and British Royal Marines. These were basically metal grills (often made of silver). frequently called shrapnel guards. This was addressed by utilizing ³pierced metal covers´. by the mid-1930s. While they did offer protection from damage. and finally.adaptation for military use and thus marked a turning point in the development of wristwatches for men. dozens of companies like Omega. including the Submariner. These models. Because of its rugged design. including the British Royal Navy. variations of the Submariner have subsequently been issued to numerous militaries. Another timely issue was the vulnerability of the glass crystal when worn during combat. snapped into place over the watch. It was an uphill battle. by 1931. and thus were primarily seen in the extreme climates of Australia and Africa Over the next decade. . A less common solution was the use of leather covers. as well as the U. placed over the dial of the watch²thereby protecting the glass from damage while still allowing the time to be easily read.S. The success of the wristwatch was born out of necessity. they were cumbersome to use. They were now accurate. Explorer. Benrus and Panerai have also supplied specialty watch models for military duty. Turn-O-Graph. and Milgauss were also designed out of necessity. which is used to this day by watch companies around the world. perpetually self-winding. the classic mechanical wristwatch was came to the market. a revolutionary design. waterproof and. and Rolex continued this tradition by introducing a series of Professional.With the general public now leaning toward high-tech. but the wristwatch had finally arrived. or ³tool watches´ in the early 1950s. as they included features and attributes that were essential for a specific task or profession. Navy Seals. digital gadgets. they accounted for 65 percent of all watches exported by Switzerland. watch companies slowly added additional models to their catalogs.
named as TITAN. 268 services authorized stations.TITAN is banded by common culture and vision is TATAsTrust.reliability.value of money. Service network: 31 Service stations run by the company. Achievements in customer service network: 94% of watches return in 7 days. highly ethical. It operates in Bombay. Calcutta and Delhi. highly quality. Imported to indian. Titan penetrated the market from mechanical type to quartz.Profile of the company TATA started in 1868 by Jamshetji Musser Wangi in textile industry. Chennai. spare parts Setup in Bangalore . Due to the industrial revolution TATA diversified its field one of the fields is to the watch sector. TITAN entered into the watch sector in 1986-87.fair dealings. Kinds of watches available in Titan y y Analog Digital Distribution channels: 1993-94 New retailing network initiated by TITAN using exclusive show room to see in products. .Decentralized of repair activities through training of dealers and appointment of authorized parts distributors. spares are processed with in 48 hours.They concentrated only on Quartz watches. professional management.
The success of failure Of any organization profit making or non-profit making depends on the Marketing. An activity of any type of Business un . What marketing creates is a permanent existence of The entity of customers´. the substance of particular group of customer or the Different group of customers for a company products reduces its business risk and Expands its planning horizon. through planning research and developing."Marketing is the Distinguishing and unique function of the business´ Business decisions should be ³Marketing or customer oriented rather than Product oriented gearing operations primarily to the office satisfaction of Customer wants and needs.Introduction to the study Marketing has assumed much in present day business world. Marketing has special significance in the modem management of Business concept. In the words of peter F Drucker. It serves the business and the business turn serves The market.
SECONDARY OBJECTIVE 1) To study and analyze various factors influence the consumers to purchase the fastrack watches. at SRM University (Kattankulathur campus). 2) To analyze the factors influencing perception and buying decision of consumers.OBJECTIVES OF THE STUDY PRIMARY OBJECTIVE 1) To study the attitude and satisfaction among the consumers for Titan fastback watches. . 3) To find out the effectiveness of advertisements for fastrack watches.
The study also focused on Media through which the product reaches the consumers. The study also identifies the attitudes and preference of the consumers. .SCOPE OF THE STUDY The study attempts to identify the reach of Titan fastrack watches which would help the company in formulating suitable strategies.
The consumer¶s attitude may change in future due to change in their standard of living. 4. So. The sample size is confined to 50. The Respondents were sometimes unable to spend much time for filling up the.LIMITATIONS OF THE STUDY 1. 3. . the chances for bias in the respondents answer were on the higher side. The geographical scope of the study is limited to SRM University kattankulathur campus alone. 2. questionnaire.
SAMPLE SIZE The Sample Size of this study is 50. Area sampling method involves selecting a probability sample of geographic areas and selecting units or individuals within the selected areas for the sample SOURCES OF DATA The Study used both Primary and Secondary data. It shows the consumers satisfaction for fastrack watches. POPULATION The Population of this study is indefinite SAMPLING METHOD The study involves area sampling method.RESEARCH METHODOLOGY RESEARCH DESIGN The Research Design adopted in the study was descriptive in nature because the study aims at describing the situation as it exists at present. . PRIMARY DATA: The primary data was collected from the respondents using questionnaire. SECONDARY DATA: The Secondary data was collected from the company¶s official website.
METHODS OF DATA COLLECTION Data was collected from the customers with the help of a questionnaire. . DATA ANALYSIS METHOD The Data was collected from the main study and was analyzed using Based on the results conclusion were drawn and suggestions were made.
No of users of Fastrack watches (Sample Size-50) TABLE 1 TABLE SHOWING THE USERS OF FASTRACK S. 34% are the users of fastrack and 66% are not using fastrack watches. . 2. at SRM University. YES NO TOTAL PARTICULARS NO.NO 1. OF RESPONDENTS 17 33 50 PERCENTAGE 34% 66% 100% 35 30 25 20 15 10 5 0 using of fastrack not using of fastrack no of person using fastrack INTERPRETATION : It is inferred that from the sample of 50.
2. majority of the respondents i. 88% of them were influenced by the advertisements appearing in media and 12% of the respondents purchased fastrack watches when refereed by their friends. 3.e. PARTICULARS Friends Advertisement Family 0 NO.Influencer for purchase TABLE 3 TABLE SHOWING THE INFLUENCER FOR THE PURCHASE OF FASTRACK S. .NO 1.. OF RESPONDENTS 2 15 PERCENTAGE 12% 88% 0 TOTAL 100% 16 14 12 10 8 6 4 2 0 influence for purchase Column1 Column2 INTERPRETATION: It is understood that.
PARTICULARS Design Use friendly Brand 11 NO. i.. 23% of the respondents preferred it due to its design. 2.TABLE 4 TABLE SHOWING THE PREFERRED ATTRIBUTE OF FASTRACK S.e. OF RESPONDENTS 4 2 PERCENTAGE 23% 12% 65% TOTAL 100% Most preferred attribute design user friendly brand INTERPRETATION: It is understood that. 3. majority of the respondents i. 65% of the respondents preferred fastrack watches due to its brand image and next majority. .NO 1.e.
8 8. 2.2 8 7.6 8.8 7.2 9 8.Gender of the users: TABLE 2 TABLE SHOWING THE USERS ON THE BASIS OF GENDER S. Male Female TOTAL PARTICULARS NO.4 8. .4 male female INTERPRETATION : It is inferred that 53% of the users are male and 47% of the users are female.6 7.NO 1. OF USERS 9 8 17 PERCENTAGE 53% 47% 100% 9. Hence the male users are more than female users.
3. 3. 2.NO 1.TABLE 6 TABLE SHOWING THE SATISFACATION LEVEL OF FASTRACK S. ATTRIBUTES Highly satisfied Satisfied Dissatisfied TOTAL Variety 5 6 6 17 PERCENTAGE 29% 35 % 36% 100% .NO 1. 2. 3.NO 1. ATTRIBUTES Highly satisfied Satisfied Dissatisfied Brand 7 8 2 PERCENTAGE 41% 47% 12% TOTAL 17 100% S. 2. ATTRIBUTES Highly satisfied Satisfied Dissatisfied Price 3 11 3 PERCENTAGE 18% 65 % 17% TOTAL 17 100% S.
14 12 10 8 6 4 2 0 highly satisfied satisfied dissatisfied Interpretation: It is understood that the users of fastrack watches are quite satisfied with the brand image of fastrack and with its pricing strategies. . but dissatisfied with the varieties.
TOOL OF ANALYSIS: Weighted Average RANK DESIGN USER FRIENDLY BRAND 3 2 1 9 4 4 8 7 2 11 2 4 X= REASON DESIGN USER BRAND WEIGHTED AVERAGE 39/6=6.8 RANK 3 2 1 .6 41/6=6.5 40/6=6.
. y The company can adopt new strategies and policies to overcome the competition. y Awareness of the product is less among the people.SUGGESTIONS y TV advertisements can be renewed explaining the product feature and aggressive marketing will help the company. So. the company may take several steps to create such awareness regarding its values to the customers.
CONCLUSION Gaining and maintaining consumer preference is a battle that is never really won. land the product in consumer preference sets. and the main factor forcing the customers to buy fastrack watch is advertisements through the print and electronic media. due to its strong brand image. over time. . Attaining and sustaining preference is an important step on the road to gaining brand loyalty Most of the consumers prefer Fastrack watches in SRM University campus. Continued and consistent branding initiatives that reinforce the consumer¶s purchase decision will.
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