CONSUMER

BUYING
BEHAVIOUR
OF WRIST
WATCHES
Presented by-
Ankita Srivastava
Sushmita
Jayaswal
Shalini Kumari
Nissi Kumari
Pinky Kumari
Rajan Dasgupta
About WRIST WATCH market in
India..
o Watches are no longer just time-keeping devices.

o Going beyond its generic role, wrist watches now

focuses on performing a voguish role as a fashion
accessory that helps in making a self-expressive
style statement.

oFrom being a “Need”, wrist watch has turned to

became a “Demand”.

oThe Indian watch market has matured over the

years and has seen a paradigm shift, keeping
abreast with international trends.

oDifferent brands with different technology, design

and innovations have entered into the market.

o Indian consumers have evolved considerably with

time and their aspirations are now global.
CONSUMER PREFERENCES
FOR WRIST WATCHES
o There is a lot of personal preference with a watch.
o Consumers reach their final purchase choice, not on a
single attribute but on multi-attribute.
o It is important for companies to determine the most
favourable features for their product that can optimize the
level of satisfaction.
 OBJECTIVE OF STUDY

Analysing the market

leader in wrist watches,
studying how its 4 P's
(Product, Price, Place &
Promotion) influences the
consumer behaviour in
making the buying
CONSUMER BEHAVIOUR
Buying Behaviour is the decision processes
and acts of people involved in buying and
using products.

There are five stages of consumer purchase

behaviour :
• Problem/Need Recognition
• Information search.
• Evaluation of purchases.
• Purchase decision.
• Post purchase behaviour.
FACTORS INFLUENCING CONSUMER BUYING
PROCESS

• Culture • Reference • Age & Life- • Motivation

CULTURAL

PERSONAL

PSYCHOLOGICAL
SOCIAL

Groups Cycle Stage

• Sub- • Perception
Culture • Family • Occupation &
Economic • Learning
• Social • Roles & Situation
Class Status • Belief &
• Lifestyle Attitude
• Personality &
Self-Concept
RANCHI & THE WRIST WATCH
MARKET SURVEY
The study was carried out using the survey
approach. A self-administered questionnaire was
developed and utilized to elicit data from the
sample respondents.

The gross sample size of the survey is 80 people.

The study was conducted in and around
B.I.T.,Mesra (Ranchi).
WRIST WATCHES BRANDS IN
INDIA
 QUESTIONNAIRE CIRCULATED
IN RANCHI (in and around B.I.T.,Mesra)
(opinion survey)
NAME:________________________________________________________ GENDER:______________
AGE: ⃝ Below 18 ⃝ 19-25 ⃝ 26-35 ⃝ 36-50 ⃝ Above 50
Occupation: ⃝ Private ⃝ Buisness ⃝ Govt. Service ⃝ Student ⃝ Housewife ⃝ Retired

Question: Do you use a wrist watch? Which brand(s) If more than one?

Question: Are you satisfied with your wrist watch? ⃝ Yes ⃝ No

Question: Rate the factors,according to your preference that you considered while
making the purchase. Question: Who\What influenced your buying behaviour?
5.Very Important 4.Imporant 3.Neutral 2.Less Important 1.Least Important 4.Highly 3.Modertly 2.Slightly 1.Negligible
1.Self ⃝
1.Price 2.Family ⃝
2.Appearance 3.Friends ⃝
3.Water Resistivity 4.Advertisement ⃝
4.Durability 5.Celebrity Endorsement ⃝
5.Brand Image
6.Long Warranty Period
Question: When did you make the last purchase of a wrist watch?
Question: What is the price range of your wrist watch? 1.Within last year ⃝
1.Less than RS1000 ⃝ 2.Between last 2 to 5 years ⃝
2.Between Rs1000 & Rs5000 ⃝ 3.Before last 5 years ⃝
3.More than Rs5000 ⃝

Question: What is your reason for buying a new wrist watch? Question: If given a chance to swich your wrist watch brand, you have a likelihood to
1.Requirement ⃝ go for which brand?
2.Style statement ⃝ 1.Titan ⃝
3.Better model in market ⃝ 2.Timex ⃝
4.Gifting 3.Rolex ⃝
4.Rado ⃝
5.Gucci ⃝
Question: Where did you buy your wrist watch from? 6.Casio ⃝
1.Company Showroom ⃝ 7.Fossil ⃝
2.Retail Shop ⃝ 8.Others ⃝
3.Online ⃝
SUMMARY OF THE
QUESTIONNAIRE
INFERENC
• As per age Below
ES 18
As per gender
22% 5% 37%
46% 19-25
Buying &
usage of wrist Male
26-35
watch is more
prominent in Femal
20% 36-50 e
7%
•male 63%
customers.

•age group of
As per occupation
19-25 years. 12% Working
37%
•students &
proffesionals. 5% Student

Housewi
46% fe
FACTORS CONSIDERED BY DIFFERENT AGE
GROUPS WHILE BUYING A WRIST WATCH

Above 50

36-50
Brand Image
26-35 Warranty Period
Asethetic Appeal
Price
19-25

Below 18

0 1 2 3 4 5
Priority level
FACTORS CONSIDERED BY DIFFERENT
OCCUPATION GROUPS WHILE BUYING A
WRIST WATCH

Retired

Housewife Brand Image

Warranty Period
Asethetic Appeal
Student
Price

Working

0 1 2 3 4 5
Priority level
INFLUENCE OF PRICE ON THE MODE OF
PAYMENT

13%

ONLINE 29% Less than Rs1000

PAYMENT Rs1000-5000
58%
Above Rs5000

*Online payment covers just 11%

of the total purchase.
REASON FOR BUYING A WRIST WATCH
(AS PER AGE)

Gifting

Better Model Available Above 50

36-50
26-35
Style Statement 19-25
Below 18

Requirement

0 1 2 3 4 5
REASON FOR BUYING A WRIST WATCH
(AS PER OCCUPATION)

Gifting

Better Model Available Retired

Housewife
Student
Style Statement Working

Requirement

0 1 2 3 4 5
 WHAT/WHO INFLUENCES THE BUYING
BEHAVIOR?

INFERENCE

• The buying Celebrity Endrosement

decision is
primarily affected
by friends. Advertisement

• Family & the Friends

celebrity involved
in advertisement
is also an Family
important
influencer. Self

0 1 2 3 4
Priority level
FREQUENCY OF PURCHASE

Duration of last purchase

14%

Within last year

54%
32% 1-2years
2years and above
MOST PREFFERED WRIST WATCH BRAND

Others

Fossil

Casio

Gucci

Rado

Rolex

Timex

Titan

0 2 4 6 8 10
CONCLUSIONS (drawn from the
survey)

 Male watch buyers far outnumber females. Students are

the largest segment of buyers.
 The most important attributes influencing purchase of
watches were its aesthetic appeal, brand (Indian), price
category (Rs.1,000-5,000), outlet (company showroom),
purchase need, mode of payment (cash payment) and
warranty (1-2 years).
 Findings indicate that friends, celebrities associated with
the product effect the self decision and new watch
introduction have little impact.
 Consumers have no preference for internet shopping for
watches priced above Rs. 5,000.
MOST PREFFERED WRIST WATCH IN
RANCHI..
TITAN
The brand Titan is committed to offering
its consumers watches that represent
the compass of their imagination.
•world−class design product and constantly
inventing new trends in wrist watches.
available in different price segments,
•
namely as low priced (under brand
“Sonata”), medium priced(as “Fastrack”)and
high priced watches (as “Nebula”).
• effective philosophies “Be More”, “Less is
More” and applauded celebrity endorsement.
• 247 exclusive showrooms, backed by 700
after−sales−service centres.
THANK
YOU..