CONSUMER BEHAVIOUR

TITAN WRIST WATCH

INTRODUCTION
DEFINITION OF CONSUMER BEHAVIOUR Actions (that is, behavior) undertaken by people (that is, consumers) that involve the satisfaction of wants and needs. Such actions often, but not always, involve the acquisition (that is, purchase) of goods and services through markets. The study of consumer behavior is fundamental to the understanding of the demand-side of the market. From a marketing perspective, the patterns, actions or steps in the process of decision making by consumers. The decision making process is influenced by various attitudes, motives, and social influences on the purchaser. Buyers tend to behave in certain ways including habits, brand loyalty, and post purchase behavior.

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SRM INSTITUTE OF MANAGEMENT STUDIES

CONSUMER BEHAVIOUR

TITAN WRIST WATCH

CONCEPT
Consumer purchases are influenced strongly by or there are four factors. 01. Cultural Factor 02. Social Factor 03. Personal Factor 04. Psychological Factor. 01. Cultural Factor :•

Cultural factor divided into three sub factors (i) Culture (ii) Sub Culture (iii) Social Class o Culture: The set of basic values perceptions, wants, and behaviours learned by a member of society from family and other important institutions. Culture is the most basic cause of a person’s wants and behaviour. Every group or society has a culture, and cultural influences on buying behaviour may vary greatly from country to country. o Sub Culture : A group of people with shared value systems based on common life experiences and situations.  Each culture contains smaller sub cultures a group of people with shared value system based on common life experiences and situations. Sub culture includes nationalities, religions, racial group and geographic regions. Many sub culture make up important market segments and marketers often design products. o Social Class: Almost every society has some form of social structure, social classes are society’s relatively permanent and
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SRM INSTITUTE OF MANAGEMENT STUDIES

Some are secondary groups. Social Factors :• A consumer’s behaviour also is influenced by social factors. interests and behaviour. in his company. in his family he plays the role of husband. friends. family. Personal Factors :- 3 SRM INSTITUTE OF MANAGEMENT STUDIES .  A person’s behavious is influenced by many small groups.CONSUMER BEHAVIOUR TITAN WRIST WATCH ordered divisions whose members share similar values. The family is the most important consumer buying organization society and it has been researched extensively. o Family: Family members can strongly influence buyer behaviour. which are more formal and have less regular interaction. o Roles and Status : A person belongs to many groups. A Role consists of the activities people are expected to perform according to the persons around them.  For example. he plays the role of manager. neighbours and coworkers. organizations. 03. These includes organizations like religious groups. Marketers are interested in the roles. professional association and trade unions. wife and children on the purchase of different products and services.  Some are primary groups includes family. such as the (i) Groups (ii) Family (iii) Roles and status o Groups : Two or more people who interact to accomplish individual or mutual goals. 02. clubs. and influence of the husband.  The person’s position in each group can be defined in terms of both role and status. etc. Groups that have a direct influence and to which a person belongs are called membership groups. M & “X” plays the role of father.

 i. A Co. and recreation are often age related. i) Motivation (ii) Perception (iii) Learning (iv) Beliefs and attitudes • • Motivation :Motive (drive) a need that is sufficiently pressing to direct the person to seek satisfaction of the need Perception :o 4 SRM INSTITUTE OF MANAGEMENT STUDIES . o Age and Life cycle Stage: People changes the goods and services they buy over their lifetimes. o Economic situation : A person’s economic situation will affect product choice o Life Style : Life Style is a person’s Pattern of living.CONSUMER BEHAVIOUR • • TITAN WRIST WATCH It includes i) Age and life cycle stage (ii) Occupation (iii) Economic situation (iv) Life Style (v) Personality and self concept. Blue collar workers tend to buy more rugged work clothes. Business. engineers. clothes. support etc) interest (Food. fashion. accountants. furniture. family recreation) and opinions (about themselves. o Occupation : A person’s occupation affects the goods and services bought. whereas white-collar workers buy more business suits. shopping. Psychological Factors:- • • It includes these Factors. 04. Thus. lawyers. and doctors. activities (Work.e. computer software companies will design different products for brand managers. Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment. Tastes in food. Buying is also shaped by the stage of the family life cycle. hobbies. Products) o Personality and Self concept : Each person’s distinct personality influence his or her buying behaviour. understanding these forces involves measuring consumer’s major AIO dimensions. can even specialize in making products needed by a given occupational group.

named as TITAN.They concentrated only on Quartz watches. TITAN is banded by common culture and vision is TATAs Trust. TITAN LOGO 5 SRM INSTITUTE OF MANAGEMENT STUDIES . highly ethical. Organize. highly quality. value of money. TITAN entered into the watch sector in 1986-87. and tendencies towards an object or idea Profile of the company TATA started in 1868 by Jamshetji Musser Wangi in textile industry. a Person’s consistently favourable or unfavourable evaluations. reliability. feelings. professional management. Beliefs and attitudes :o Belief is a descriptive thought that a person holds about something o Attitude. Titan penetrated the market from mechanical type to quartz.CONSUMER BEHAVIOUR o • TITAN WRIST WATCH • The process by which people select. Learning:o Changes in an individuals behaviour arising from experience. Due to the industrial revolution TATA diversified its field one of the fields is to the watch sector. Imported to Indian. fair dealings. and interpret information to form a meaningful picture of the world.

CONSUMER BEHAVIOUR TITAN WRIST WATCH FASTTRACK LOGO Kinds of watches available in Titan o Analog o Digital 6 SRM INSTITUTE OF MANAGEMENT STUDIES .

Decentralized of repair activities through training of dealers and appointment of authorized parts distributors. It operates in Bombay. Chennai. Achievements in customer service network 94% of watches return in 7 days. spares is processed within 48 hours. 268 services authorized stations.New retailing network initiated by TITAN using exclusive show room to see in products. spare parts manufacturing units setup in Bangalore. Calcutta and Delhi. Service Network 31 Service stations run by the company. 7 SRM INSTITUTE OF MANAGEMENT STUDIES .CONSUMER BEHAVIOUR TITAN WRIST WATCH Distribution channels In 1993-94 .

CONSUMER BEHAVIOUR TITAN WRIST WATCH Introduction to the study Marketing has assumed much in present day business world. "Marketing is the Distinguishing and unique function of the business” Business decisions should be “Marketing or customer oriented rather than Product oriented gearing operations primarily to the office satisfaction of Customer wants and needs. What marketing creates is a permanent existence of the entity of 8 SRM INSTITUTE OF MANAGEMENT STUDIES . In the words of peter F Drucker. Marketing has special significance in the modem management of Business concept. The success of failure Of any organization profit making or non-profit making depends on the Marketing.

the substance of particular group of customer or the Different group of customers for a company product reduces its business risk and Expands its planning horizon. An activity of any type of Business undertaking makes use collection of data. at SRM University (Kattankulathur campus).CONSUMER BEHAVIOUR TITAN WRIST WATCH customers”. through planning research and developing. SECONDARY OBJECTIVE 9 SRM INSTITUTE OF MANAGEMENT STUDIES . OBJECTIVES OF THE STUDY PRIMARY OBJECTIVE  To study the attitude and satisfaction among the consumers for Titan fastback watches. It serves the business and the business turn serves The market.

The geographical scope of the study is limited to SRM University kattankulathur campus alone. The study also identifies the attitudes and preference of the consumers. The study also focused on Media through which the product reaches the consumers. LIMITATIONS OF THE STUDY 1.CONSUMER BEHAVIOUR TITAN WRIST WATCH 1) To study and analyze various factors influence the consumers to purchase the fast track watches. 10 SRM INSTITUTE OF MANAGEMENT STUDIES . 2) To analyze the factors influencing perception and buying decision of consumers. SCOPE OF THE STUDY The study attempts to identify the reach of Titan fast track watches which would help the company in formulating suitable strategies. 3) To find out the effectiveness of advertisements for fast track watches.

The sample size is confined to 50. It shows the consumers satisfaction for fast track watches. questionnaire. The consumer’s attitude may change in future due to change in their standard of living. TITAN WRIST WATCH 3. 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. So. The Respondents were sometimes unable to spend much time for filling up the. POPULATION The Population of this study is indefinite 11 SRM INSTITUTE OF MANAGEMENT STUDIES . the chances for bias in the respondents answer were on the higher side.CONSUMER BEHAVIOUR 2. 4. 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. Based on the results conclusion were drawn and suggestions were made.CONSUMER BEHAVIOUR TITAN WRIST WATCH SAMPLING METHOD The study involves area sampling method. DATA ANALYSIS METHOD The Data was collected from the main study and using analyzing the study. PRIMARY DATA The primary data was collected from the respondents using questionnaire. No of users of Fast track watches (Sample Size-50) TABLE – 1 TABLE SHOWING THE USERS OF FASTRACK 12 SRM INSTITUTE OF MANAGEMENT STUDIES . 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.

2. OF RESPONDENTS PERCENTAGE 12% 88% 0 10%1 00% Friends Advertisem ents Family Members TOTAL CHART: 02 15 00 17 13 SRM INSTITUTE OF MANAGEMENT STUDIES . 2. 34% are the users of fast track and 66% are not using fast track watches Influencer for purchase TABLE – 2 TABLE SHOWING THE INFLUENCER F O R THE PURCHA SE OF FASTRACK S. at SRM University. PARTICULARS NO. NO 1. PARTICULARS YES NO TOTAL NO.CONSUMER BEHAVIOUR TITAN WRIST WATCH S. OF RESPONDENTS 17 34 50 PERCENTAGE 34% 66% 100% INTERPRETATION It is inferred that from the sample of 50. 3.NO 1.

CONSUMER BEHAVIOUR TITAN WRIST WATCH 10 0% 9% 0 8% 0 7% 0 6% 0 5% 0 4% 0 3% 0 2% 0 1% 0 0 % Fie d . 88% of them were influenced by the advertisements appearing in media and 12% of the respondents purchased fast track watches when refereed by their friends.e. PARTICULARS Desi gn Use friend ly Brand TOTAL NO.0 a ily % INTER PRETATION It is understood that.. 17 CHART: 14 SRM INSTITUTE OF MANAGEMENT STUDIES . 8% 8 F m . majority of the respondents i.NO 1. 1 % r ns 2 Avr e et d e tis m n . 3. OF RESPONDENTS 04 02 11 PERCENTAGE 23% 12% 65 % 100% 2. TABLE – 3 TABLE SHOWING THE PREFERRED ATTRIBUTE O F FASTRACK S.

NO 1. 2. majority of the respondents i. 65% of the respondents preferred fast track watches due to its brand image and next majority. PARTICULARS Male Fem ale TOTAL NO.CONSUMER BEHAVIOUR TITAN WRIST WATCH 10 0% 9% 0 8% 0 7% 0 6% 0 5% 0 4% 0 3% 0 2% 0 1% 0 0 % D s n2 % e ig 3 UeFie d 1 % s r n ly 2 Ba d6 % rn 5 INTERPRETATION It is understood that. OF USERS 09 PERCENTAGE 53% 47 % 100% 08 17 15 SRM INSTITUTE OF MANAGEMENT STUDIES . i. 23% of the respondents preferred it due to its design and 12% of the respondents preferred it due to its use friendly.e..e. Gender of the users TABLE – 4 TABLE SHOWING THE USERS ON THE BASIS OF GENDER S.

TABLE – 5 TABLE SHOWING THE SATISFACATION LEVEL OF FAST TRACK S.CONSUMER BEHAVIOUR CHART: 10 0% 9% 0 8% 0 7% 0 6% 0 5% 0 4% 0 3% 0 2% 0 1% 0 0 % M le5 % a 3 F m le4 % e a 7 TITAN WRIST WATCH INTERPRETATION It is inferred that 53% of the users are male and 47% of the users are female. Hence the male users are more than female users.NO 1. 2. 3. ATTRIBUTES Highly satisfied Satisfied Dissatisfied TOTAL 07 08 02 Brand PERCENTAGE 41% 47% 12% 100% 17 16 SRM INSTITUTE OF MANAGEMENT STUDIES .

2. 3.NO 1.CONSUMER BEHAVIOUR TITAN WRIST WATCH CHART: 10 0% 9% 0 8% 0 7% 0 6% 0 5% 0 4% 0 3% 0 2% 0 1% 0 0 % D s tisie 1 % is a f d 2 H h 4% ig ly 1 S tisie 4 % a f d 7 S. ATTRIBUTES Highly satisfied Satisfie d D issatisfied TOTAL Price 03 PERCENTAGE 18% 65 % 17% 100% 11 03 17 CHART: 17 SRM INSTITUTE OF MANAGEMENT STUDIES .

3.NO 1. 2.CONSUMER BEHAVIOUR TITAN WRIST WATCH 10 0% 9% 0 8% 0 7% 0 6% 0 5% 0 4% 0 3% 0 2% 0 1% 0 0 % H h 1% ig ly 8 D s tisie 1 % is a f d 7 S tisie 6 % a f d 5 S. ATTRIBUTES Highly satisfied Satisfie d Dissatisfied TOTAL Variety PERCENTAGE 2 9% 35 % 36% 100% 05 06 06 17 18 SRM INSTITUTE OF MANAGEMENT STUDIES .

CONSUMER BEHAVIOUR TITAN WRIST WATCH CHART: 10 0% 9% 0 8% 0 7% 0 6% 0 5% 0 4% 0 3% 0 2% 0 1% 0 0 % H h 2% ig ly 9 is a f d 6 S tisie 3 % D s tisie 3 % a f d 5 INTERPRETATION It is understood that the users of fast track watches are quite satisfied with the brand image of fast track and with its pricing strategies. 19 SRM INSTITUTE OF MANAGEMENT STUDIES . but dissatisfied with the varieties.

CONSUMER BEHAVIOUR TITAN WRIST WATCH RANK 3 2 1 DESIGN 9 4 4 USER FRIENDLY 8 7 2 BRAND 11 2 4 TOOL OF ANALYSIS Weighted Average X= REASON DESIGN 3 USER BRAND €wx/€w RANK WEIGHTED AVERAGE 39/6=6.6 41/6=6.8 2 1 SUGGESTIONS 20 SRM INSTITUTE OF MANAGEMENT STUDIES .5 40/6=6.

Awareness of the product is less among the people. So. the company may take several steps to create such awareness regarding its values to the customers.CONSUMER BEHAVIOUR TITAN WRIST WATCH TV advertisements can be renewed explaining the product feature and aggressive marketing will help the company. due to its strong brand image. The company can adopt new strategies and policies to overcome the competition. over time. Continued and consistent branding initiatives that reinforce the consumer’s purchase decision will. BIBLIOGRAPHY 21 SRM INSTITUTE OF MANAGEMENT STUDIES . land the product in consumer preference sets. and the main factor forcing the customers to buy fast track watch is advertisements through the print and electronic media. CONCLUSION Gaining and maintaining consumer preference is a battle that is never really won. Attaining and sustaining preference is an important step on the road to gaining brand loyalty Most of the consumers prefer Fast track watches in SRM University campus.

com ANNEXURE:  Questionnaire QUESTIONNAIRE NAME: AGE: GENDER: MALE FEMALE 22 SRM INSTITUTE OF MANAGEMENT STUDIES .com/images www.google.glossary.com IMAGES www.econguru.CONSUMER BEHAVIOUR TITAN WRIST WATCH WEBSITE: DEFINITION FACTORS www.mbsmynotes.

Are you using TITAN FAST TRACK wrist watch? YES NO 2. What is your feedback about : PARTICULARS BRAND PRICE VARIETY HIGHLY SATISFIED SATISFIED DISSATISFIED 23 SRM INSTITUTE OF MANAGEMENT STUDIES . Who influence to purchase TITAN FAST TRACK wrist watch? Friends Advertisements Family 3. Why you prefer the TITAN FAST TRACK wrist watch? Design Use Friendly Brand 4.CONSUMER BEHAVIOUR TITAN WRIST WATCH QUESTIONS: 1.

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