CHAPTER 1

INTRODUCTION

The term „marketing‟ has widespread encompassing a wide range of

activities. Marketing plays a pivotal role in the growth and development of a

country.

When people invest in productive industries, enterprises come up and thus

the entrepreneurs get profits, in turn, ploughing back of profits is encouraged.

These activations invite a chain of reactions. More investment more

employment, more output, more income, more savings etc., these economic

growth.The components of economic growth are savings, investment,

production and consumption. All the components are equally important for

economic growth. Marketing as a business function and an economic activity

influences economic development of a country. Marketing plays a dominant

role in every economy.

At the present stage, marketing has gained a wide recognition because of

the increasing pace of production. The great extent, economic growth of a

country depends on the performance of marketing activities which stimulate the

demand for goods and service, and leads to higher production. Marketing is

further widened. Thus production and marketing along with other activities

become vital for economic development. Production many be the door to

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economic deadlock. The modern marketing helps to explore the means of

expanding and supplementing them, but not to accept the limitation of resources

marketing, to a great extent helps in the development of the standard of products

and services and increases the standard of all field.

Marketing in its earlier definition and in legal aspects is said to be the

effort by which the transfer of ownership in goods between the seller and buyer

is effected emphasis ownership transfer.

It limits the scope of marketing to mere transfer of ownership marketing

includes all activities which are concerned with effective change in the

ownership and possession of goods and services.

Marketing is an exchange or a transaction intended to satisfy human needs

for wants. That is marketing is a human activities directed at satisfying needs

and wants through an exchange process.

Marketing is economic point of view, is defined as the exchange function

by maintaining supply and demand is equilibrium. It aims at the creation of

welfare and standard of living to the society as the object of marketing. It is

also defined as “the part of economics which deals with creation of time, place

and possession utilities”. “Thatphase of business activity through which human

Wants are satisfied by the exchange of goods and service for some valuable

consideration”.

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 It covers only few aspects of marketing. Marketing, in its descriptive

definition, explain the function involves in the activities of goods from the

producer to the consumer. “That performance of business activities that direct

the flow of goods and service from the producer to the consumer or user.” This

definition is a traditional one because the earlier view aims movement of goods

and services from the producer to the consumer. In short, it makes marketing

production –oriented rather than consumer – orient.

Marketing is indeed an ancient art; it has been practiced one from or since

the days of Adam and eve. The word, marketing has been defined differently by

authorities in different ways. The traditional objective of marketing had been to

make the goods available at places where they are needed. This idea was later

on changed by shifting the emphasis from “exchange” to “satisfaction of human

wants”.

MODERN CONCEPT OF MARKETING

The modern concept of marketing considers the consumer wants and

needs as the guiding spirit and focuses on the delivery of such goods and

services that can satisfy those need most effectively.

a) The focus of this concept is on consumer orientation. The

marketing activity starts with an assessment of the customers‟

needs and plans the production of items that satisfy these needs

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 effectively. This also applies to all other marketing activities like

pricing, packaging distribution and sales promotion.

b) All marketing activities like product planning, pricing, packaging,

distribution and sales promotion are combined into one as co-

ordinated marketing efforts. This is called integrating marketing.

c) Developing a product that can satisfy the needs of the customer.

d) Taking promotional measures so that consumers come to know

about the products, its features, quality, availability etc.,

e) Pricing the products keeping in mind the target consumer‟s

purchasing power and willingness to pay.

f) Packaging and grading the product to make it more attractive and

undertaking sales promotion measures to motivate consumers to

buy the product, and taking various other measures to motivate

consumers to buy the product, and taking various other reassures

(eg. After sales services) to satisfy the consumer‟s needs.

OBJECTIVE OF MARKETING

Marketing activities is the satisfaction of human wants. Through the

satisfaction of human wants, profits are rewarded to the business and the reward

is inducement for marketing.

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 Intelligent and capable application of modern marketing policies

o To develop the marketing field.

o To develop guiding policies and their implementation for a good

result.

o To suggest solutions by studying the problems relating to

marketing.

o To find sources for further information concerning the market

problems.

o To revise existing marketing function, if short comings are found.

o To take appropriate actions in the course of actions.

IMPORTANCE OF MARKETING

 Manufacturing and marketing have come down. This facility the

fixing of cheaper rates and are been to the society. Thus reduction

in price will result in a higher standard of living.

 Marketing helps to increase the nation‟s income.

 Efficient system of marketing reduces the cost to the minimum, this

in turn lowers the prices and the consumer purchasing power

increases.

 Marketing process increases employment opportunities. For

continuous production, continuous marketing is needed.

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 Continuous marketing invites numerous actives and thus job

opportunities are provided to many people.

 Marketing creates modern cultivators. The poor farmer gets the

new and developed methods of cultivation useful implements tools,

fertilizers etc.,

 Marketing removes the imbalances of supply by transferring the

surplus to deficit areas, through better transport facilities.

 Production is more than demand, the excess goods marketing is a

connecting like between the consumer and producer. Marketing

process brings new and items to retail shops, from where the

consumers can have them.

 Marketing helps in increasing the living standard of people.

Because of mass production cost of cannot be sold at acceptable

price.

 Marketing resulting in fall in price, and depression creeps in

similarly if production is less than demand, price shoot up,

resulting in inflation.

 Marketing includes all activities in the creation of utilities arm

places time and possession.

 A reduction in the cost of marketing is a direct benefit to society.

The man who makes such a contribution renders a service as

important as that of the inventor of a labour saving device.

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  Marketing adds value of goods by changing their time and place of

consumption.

 Scientific marketing has a stabilizing effect on the price level.

 Producers produce what consumers want and consumers have a

wide choice of products, there are no frequents ups and downs in

prices.

 Scientific marketing is the very antithesis of hoarding, profiteering

and black – marketing.

 Marketing helps to create awareness for non – business items for

society‟s benefits like, family – planning, population – control,

child – labour, child – abuse, anti – smoking campaign, polio

immunization programmes and AIDS awareness campaigns etc.,

EVALUATION OF MARKETING

 Evaluation of marketing at the time, human beings were in

nomadic hunter stage. In this primitive period, the human beings

were nothing more than hunters or food gathers.

 Then new Stone Age followed. In the stage of backward economy

human beings were self-sufficient. In such back word economy or

agrarian period, family units were self-sufficient making needed

food, cloths, shelter, tools etc.,

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 As time passed, the division of labour began to play its role and

man started producing more than he needed.

 In the pre-industrial period, the difficulties of barter system were

removed by adopting common medium of exchange like cows,

pigs, slaves, shells etc.,

 In the words of Kottler, “as the size of wealthy class increased,

some goods and shops emerged that cater to the rick, and here

some of the characteristics of consumer-oriented retailing first

appeared.

 But on the whole, early capitalism operated eventually in an

economy of scarcity and this meant there was little reason to study

the needs or wants of consumers or to go out of the way to cater

them.

 Further “the appearance of specialisation in selling expanded the

concept of marketing.

 Marketing was the process of exchange of economic goods and

the set of specialised in selling expanded the concept of

marketing.

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MICRO-MARKETING

Micro-marketing, if a firm formulates and implements such strategies

(viz:product- development, pricing, promoting and distributions, that ensures

flow of need satisfying goods and services at profits.

According to Philip Kotler “ Marketing is a social and managerial

process by which individuals and groups obtain what they and want through

creating, offering and exchanging products of value with others.

In the words of Stanton, “Marketing is a total system of interacting

business activities designed to plan, price, promote and distribute wand

satisfying, products and services to present and potential customers.

Ultimate aim of micro-marketing is satisfaction of human needs and

wants that is, it is consumer-oriented.

Narrower sense or what is known as micro-marketing, marketing is the

process of managing an individual business firm in such a way as to satisfy its

particular customers.

Micro-marketing reveals two aspects. First, marketing must ensure need

satisfying goods and services.

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MACRO-MARKETING

Macro-marketing the broader point of view of macro-marketing is the

complex system of organisations and processes by which a nation resource are

distributed among the people, to satisfy their needs and wants.

Thus here the focus is on the total systems rather than the activities of a

firm. So, it benefits the society as a whole.

This concept keeps the producer informed of the changing needs of the

“consumers” and “supply” of commodities, thereby ensuring price-stability in

the long-run to the benefits of the society in general and buyers and sellers, in

particular.

MODERN FUNCTIONS OF MARKETING

1. Contact Functions

The function involves locating the potential buyer and accessing them.

The activities involved in this function include choice of proper channel of

distribution.

2. Merchanding Function

This function is nothing but product planning. Main aim of this

Function is to equate the merchandise produced or offered for sale to the

customer‟s demand.
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3. Pricing Function

Products produced need to be appropriate priced so that consumers accept

the market prices.

4. Propaganda Function

All those activities under taken by the seller to persuade the buyer to buy

the product come under this head.

5. Physical Distribution

This function comprises transportation and storage of goods. These two

have been detail with in the chapter physical distribution.

6. Negotiation Function

This function point to buyer and seller reaching common ground with

regard to certain term like quantity, quality, delivery, credit, price, payment,

insurance etc.,

ESSENTIALS OF MODERN MARKETING CONCEPT

 Appreciating strategic position of consumers and designing

Marketing Programmes to serve the consumer needs.

 Effective and efficient planning of marketing activities.

Integration and co- ordination of marketing activities.

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  Periodical survey of needs of buyer‟s product innovation and

products up gradation to meet growing needs of consumer.

CONSUMER BEHAVIOUR

The study of consumer behaviour as a distinct field of marketing can be traced

to the last1950‟s and early1960‟s when doing business with consumers be gain

to centre on philosophy know today as the marketing concept with the

widespread acceptance of marketing concept and its consumer orientation came

the need to investigation more fully human behaviour, especially consumer

behaviour.

The wealth of products and services produced in a country make our

economy strong. Almost all the products, which are available to buyers, have a

number of alternative suppliers i.e., substitute product are available to

customers, who make a decision to buy products.

Therefore seller most of his time seeks buyer and tries to place them. In

order to be successful, a seller is concerned with, a buyer makes a purchase of

particular products or a particular brand and this can be termed as “product

buying motives”. More or less, after the Second World War, the seller markets

have disappeared and buyer market have come up. It means that the

manufacturer attention has switched over from the products to the consumers

and specially concentrated on the consumer behaviour.

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DETERMINATION OF CONSUMER BUYING BEHAVIOUR

A marketer is always interest to know how consumers respond to various

marketing stimuli – product, place, price and promotion and other stimuli. i.e.,

Buyers Environment – Economic, Technological, Political and Cultural. The

marketer studies the relationship between marketing stimuli and consumer

response. These stimuli passes through buyer‟s box which produces the buyer‟s

responses as is show below.

BUYER BEHAVIOUR MODEL

OUTSIDE STIMULI BUYER’S BLOCK BOX BUYER’S

RESPONSE

Marketing Others Buyer Buyer Product Choice

Product Economic Characteristics Decision Brand Choice

Price Technological Dealer Choice

Place Political Purchase Timing

Promotion Cultural Purchase Amount

The buyer is considering as a black box, because his mind cannot be

imagined, as to his buying decision. The buying decision depends on his

attitude, preferences, feeling etc.,

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 FACTORS INFLUENCING CONSUMER BEHAVIOUR

Factors influencing the consumer behaviour are internal – needs, motives,

perception and attitude as well as., external – family, social groups, culture,

economics, business influences etc.,

Social
Influences

Perception Family
Influences

Business

Influences Needs Motivation Learning

Cultural
Attitude Influences

Economic

Influences

The study of the buyer behaviour is essential to understand what

marketing is. The success or failure in marketing depends upon the individual‟s

reactions, expressed in the form of buying pattern.

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CONSUMER RIGHTS

THE RIGHTS OF THE CONSUMER

 To choose among products and services.

 To acquire healthy and products information on the basis of which he

buys the products.

 To be beard and registered dissatisfaction when purchase done not come

up to expectation.

 To educate consumers.

 To fair prices linked to quality.

 To provide quality of goods and services to their regular suppliers.

BUYER BEHAVIOUR

Behaviour is a way of action. If is basically goals oriented. In other

words, our behaviour is generally motivated by a desire to attain a goal.

The basic unit of behaviour is an activity, in-fact; all behaviour is a series

of activities. As a human beings, use always do something walking, talking,

sleeping etc., and sometimes we do more than one activity at a time.

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BUYING MOTIVES

Motives refer to the thought, urge, strong feeling emotion, drive etc., they

make a buyer to react in the form of a decision. Motives included a consumer to

purchase a particular product.

The motives may be generally controlled by economic, social,

psychological influence, etc., when a consumer buys a products, his aims are

desire for security, rest comfort, curiosity, self- preservation, fashion etc.,

motive is an inner urge that prompts one to action; it not a mere desire the

stimulated desire is called a motive.

INTRODUCTION

Fastrack was launched in 1998 and became an independent urban youth

brand in 2005. Since then it has carved a niche for itself with watches and

sunglasses that are both fashionable and affordable. Fastrack extended its

footprint into accessories in 2009 with a range of bags, belts and wallets.

Fastrack retails across the nation through 158 exclusive Fastrack stores in

over 79 cities as well as authorized multi-brand has successfully notched up the

title in the country.

Fastrack brand mainly target youth segment. Youth is perhaps the most

difficult demographic group to communicate with not only they have a short

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attention span, they are also elusive in media consumption, fickle in brand

preference, and simply challenging to engaged and entertain.

Marketing spend millions in marketing research every year trying to

predict, or anticipate, changing youth behaviour with the continually

proliferating choices of trendy watches, not only does this group embrace

technology at an early age, it quickly becomes the early adopters of all new

trends and convergent platforms.

One can argue that whatever youth does today foreshadows what older

demographic groups will adopt in the near future. All this makes it extremely

difficult to understand and target their behaviours.

AREA OF THE STUDY

The study is conducted in Kumbakonam Town

SCOPE OF THE STUDY

 Only to the scope of the study is to find out the consumer opinion

about Fastrack watches.

 Kumbakonam town

 The study is about the Fastrack watches.

 The study has been conducted by the means of survey method.

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STATEMENT OF THE PROBLEM

Wrist watches has become an indispensable thing in common man‟s life.

But, in current scenario the increase of technology and innovation most of the

consumer‟s had switched over to the latest updates of innovation. The

consumer‟s now-a-days they use watches, the Fastrack watches has a standard

sales than any other branded watches. Hence the study is do determine and

scrutinize the factors influencing the customers to prefer Fastrack watches even

though there are more innovation and modern technologies.

OBJECTIVES OF THE STUDY

 To identify the consumers behaviour towards Fastrack watches

with special reference to kumbakonam town

 To study the level of satisfaction on Fastrack watch users in the

study area.

 To understand the importance of media in choosing the Fastrack

branded watch.

 To ascertain the general problem faced by the consumers while

using the Fastrack branded watch.

RESEARCH METHODOLOGY

The study has been undertaken by means of survey method. A sample of

75 consumers is selected at random to know their preference to Fastrack

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watches. Primary data and secondary data are used for writing this report and

collected by means of an elaborate direct interview schedule through a well-

designed questionnaire.

RESEARCH DESIGN

It is a plan of the proposed research work. It is a frame work (or) plan for

study that guides the collection and analysis of the data.

METHOD OF DATA COLLECTION

While deciding about the method of data collection for the study the

researcher should keep in mind the two type of data collection.

PRIMARY DATA

The primary data was generating through extensive use of a structured

questionnaire, which had both the open-ended questions they were conducted in

kumbakonam and the data collected was used for purpose of analysis and

interpretation.

SECONDARY DATA

The secondary data was collected from the source of books, magazines,

website, journals etc.

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SAMPLE TECHNIQUE

Random sampling technique was adopted to collect the questionnaire

from 75 respondents.

SAMPLE SIZE

A total of 75 respondents were interviewed during the survey, the input

from these respondent which was collected in kumbakonam formed the primary

data for the study.

LIMITATION OF THE STUDY

 Due to time and cost constraint the study is confined only to 75

samples.

 To questionnaire was collected in kumbakonam.

 So the results may be applicable to other market segments.

 Due to convenience sampling the result arrived upon not be

accurate.

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CHAPTER SCHEME

 The first chapter deals with introduction and conceptual frame

work of the study.

 The second chapter deals with the review of relevant literature.

 The third chapter deals with the profile of the study.

 The fourth chapter deals with analysis and interpretation of

consumer behaviour and attitude of Fastrack watches.

 The final chapter deals with the findings and suggestions of the

study.

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 CHAPTER II

REVIEW OF LITERATURE

The following are composed of several dimensions covering almost all

importance elements that have been deal with many other research works.

Review of this literature also brings to light other research findings and

suggestion on similar customer satisfaction practice. The purpose of this

literature review is to verify whether the selected model is applicable in this

study. Since the research analyse the impact of important contextual factors on

these practice. Several research finding associated with some contextual factors

are also discussed in this chapter.

Terblanche & Boshoff(2001) assessed the influence of certain factors on

customer‟s level of satisfaction in their study. It has been found that service

quality, product quality and product varieties are the dimensions that influence

customer satisfaction.

Ching –chow Yang (2003) stated that customer satisfaction measurement

highlights the strength and the area of improvement in the quality of products.

Continuous improvement is considered one of the important quality activities

for a firm to pursue the best quality for its products. Through the continuous

improvement action, the enterprise can increase customer satisfaction and raise

profits.

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 Revathy (2009) conducted a study on “working capital management at

Titan watches limited in Hosur”. In this the finding of the study are the

management of working capital is concerned with the problem that arises in

attempting to manage current assets, current liability and their interrelationship

between them.

Paulo, Duration and Mario (2010) quoted that several factors contribute

to brand preference, especially those related to brand identity, personality and

image and their congruence with consumer self-image. The main direct effects

on brand preference are the self- image congruence and the identity/ personality

and image of the brand. In addition to those the level of involvement, social

environment, risk perception, demographic profile, and visibility also show a

positive influence on brand preference.

Shanthi Rangasamy (2011) In his study “marketing strategy and brand

awareness of quartz wristwatches with special reference to Titan industries

limited”. The research tries to examine the present marketing strategy of

TITAN and to suggest an improved system for widening the market base and

also to increase the sales volume. The sampling method adopted is non –

probability convenience sampling. To analyse the data and interpret the results,

various statistical tools like simple percentage analysis. chi – square test and

ANOVA one way are applied.

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 Kumar & Gangel (2011) represent the level of customer satisfaction on

new generation banks. Customer‟s 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. The sampling method

was random sampling method in which 100 randomly selected respondents.

The data collection was primary and secondary data.

Belli PK and Dhanya (2012) made a study on “customers satisfaction for

Fastrack watches” the findings of the study reveals that majority of respondents

are aware about the various range of products provided by Fastrack watches

through advertisement and they concluded that on growing influence of

globalization on the Indian watch industry, a number of global manufacturer are

coming into the Indian watch industries.

K. Anitha and DR. M. Umamaheswari (2013) conducted a study on

“customers with reference to Erode District the study help to gain knowledge

about the different type of Titan brands. In this study both primary and

secondary data has been used. The simple percentage analysis, chi –square

analysis and weighted average tools has been used in this study. The finding of

the study reveals that Titan watches are fast moving actors for its quality,

attractiveness, design and latest new models.

Anitha N Halamata (2013)conducted a study on “consumer behaviour

and brand preference of Titan watches an empirical study with reference to

24
Haveri District Karnataka”. In this the analysis says that consumer satisfaction

is necessary to know the opinion of different consumers to implement the most

effective marketing policy of the firm. The findings of the study are that

consumers of Titan brand watches are highly satisfied the customers the most

sophisticated highly reliable and superior performance watch.

Arati Biradar (2014) made a study on “market study of Fastrack and

Casio watches” the findings of the study are that market performance of two

brands of watches namely, Casio and Fastrack are presented in the report. They

concluded that at the end of advertisement of each brand are presented and their

position in the market is determined.

M. Hameed unissa (2015) in his study “A study on customer satisfaction

towards Fastrack watches” the objectives of the study is to know the level of

satisfaction among the customers and to evaluate the customers opinion towards

the Fastrack watches. The findings of the study found that Fastrack is one of the

preferable industry provide watches with better design to both of them.

Praveen Kumar L (2015) conducted “A study on customer satisfaction

of Fastrack watches in Mysore”. The findings of the study say that company

should ensure the availability of all models and outlets of Fastrack the company

must satisfy their loyal customers by providing them special offers finally,

studies conducted to know about the satisfaction level of the customers of

Fastrack watches

25
 Dr. Josephine Lourdes De Rose (2015) made a study on “A review on

the factors contributing to the selection of a wristwatch using conjoint analysis”.

The findings of the study are conjoint analysis displays the key levels under

each of the attributes and they concluded that watches become almost anecessity

for human beings to whichever economic class they belong.

Anujitlanda (2010) made a “study of Indian wristwatch industry and

marketing strategy of Titan watches”. The finding of this research shows that

most of the consumers prefer Titan watches for their attractive design and good

quality. However there is a misconception about pricing of Titan products

among the consumers and they concluded that Titan company can sponsor

events similar to fashion shows in which all latest design launched are

displayed.

Anitha, Dr. M. Uma Maheswari(2013) the focus of the present study is

to gain knowledge about the different types of Titan brand, factors influencing

the consumers to prefer a particulars brand and the problems faced by them on

using such brand. For the purpose of obtaining the data, questionnaire method

is used. Suitable tools have been exploited to obtain scientific evidence and

further suggestions useful for the industry have also been presented.

Turel and Serenko (2010) studied validation of American customer

satisfaction model in mobile telecommunication sector and found that there is a

26
positive association between perceived quality, value and satisfaction and a

negative link between satisfaction and customers complaints.

Dr. J. Malarvizhi, T.Chitra Devi (2018) the objectives is to study on the

level of satisfaction among the customers and to evaluate the customer‟s and to

evaluate the customer opinion towards the Fastrack watches and suggest some

improvement that can be helpful for the development of the organisation. The

research design adopted for this study is descriptive design. Data contains

primary data and secondary data. Analysis done on various perspective such as

customer‟s perception, expectation of the customer‟s opinion regarding the

Fastrack watches.

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 CHAPTER 3

INDUSTRIES PROFILE

TITAN INDUSTRIES

Titan industries is the worth fifth largest wrist watch manufacturer and

Indian‟s leading producer of watches under the Titan, Fastrack ,sonata, nebula,

RAGA, regalia, octane & XYLYS brand names. It is a joint venture between

the Tata groups, and the Tamil Nadu industrial development corporation

(TIDCO). Its product portfolio includes watches, accessories and jewellery, in

both contemporary and traditional designs. It designs. It exports watches to

about 32 countries around the world with manufacturing facilities in hosur,

Dehradun, Goaand manufactures precious jewellery under the Tanishq brand

name, making it India‟s only national jewellery brand. It is a subsidiary of the

Tata groups.

Titan watch division was starts in 1987. At launch it was their watch

company in India after HMT and Allwyn. Titan formed a joint venture with

Timex which lasted until 1994, and setup a strong distribution network across

India. As of 2010, Titan watches account for a 60% shares of the total Indian

market and are also sold in about 40 countries through marketing subsidiaries

based in London, Aden, Dubai and Singapore, Titan watches are sold in India

through retails chains controlled by Titan industries.

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Titan industries has claimed to have manufactured the world‟s slimmest wrist

watch – Titan Edge produced indigenously after four years of research and

development, the Titan Edge has a total slimness of just 3.5mm and a wafer-thin

movement of 1.15mm. Apart from the Titan edge.

As on 31 December 2020, Titan‟s retail chain (including carat lane)

stands at 1,854 stores, with a retail area crossing 2.4 million sq.ft. for all its

brands covering 292 towns.

The company is structured into four verticals namely watches and

wearable, jewellery, Eyewear and others where „others‟ include Accessories,

Fragrances and Indian dress wear. Accordingly, the company has presented its

segment results under these business segments.

FACE OF TITAN

The company also runs a one of a kind contest in the retail industry called

the face of Titan (FOT) contest to identify the most talented sales person,

manager & service personnel technician & cashier. The contest recognizes the

best based on a set of parameters that give a measure of the overall development

of the individual in each of the categories mentioned above and is not solely on

sales.

TITAN Company has good reputation in Indian stock market (NSE).

Sonata reached the Top100 most trusted brads of India in a study. The brand

29
trust report conducted by trust research advisory the same study has also ranked

Titan as10th most trusted brand.

FASTRACK WATCHES

Fastrack is the brand for the young generation which is part of the Titan brand

many brands have vice lines which target a separate segment of population.

This helps to maintain a unique identify for each brand and also helps the

mother company to different brands, thus, in India, Titan is a company which is

part of the renowned Tata groups and it has lunched Fastrack which caters

mostly to the young generation.

When a brand targets the youth, it needs to keep changing and reinventing

itself to stay in tune which the latest trends in the market which attract the urban

youth. Fastrack similarly is one such brand which has been changing its.

Product lines, introducing new elements in accessories as well as in design so

that it attracts the urban youth of India today it is said to be one of the inventive

youth brands. Initially the brand started off with watch designs which were

trendy and youthful. Since then it has moved into eyewear, bags gear, and

thecampaigns for Fastrack are loud and shocking, with tagline open to

interpretation and innovative design in their showrooms.

Fastrack has now chartered into newer categories-bags, belts, wallets and

wrist bands-as part of its vision to become a complete fashion brand for the

30
youth. With enough categories to fill up one cool store, Fastrack has moved on

to open its young consumers. The store is positioned as a complete accessories

destination with all Fastrack plans to have 100 such stores by 2011.

Types Public

Industry Fashion Accessories

Founded 1998

Headquarters Non Delhi, India

Area Served India

Key People SuparnaMitra (CMO)

Chiranewala (Head of Marketing)

Products Fashion accessories, watches, sunglasses,

bags, belts, wallets&perfumes.

Owner Titan company

Website https://www.fastrack.in

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WATCHES

There are various collections which can be found amongst the Fastrack

watches. Each collection signifies a certain style which is present in each of the

models in that collection. The new collection signifies all the latest models

being introduced by Fastrack while there are the grunge, Hip Hop, neon, digital

fashion, aluminium, colour play, bikers, army and other, each with their distinct

range of watches.

The Denim range

The denim collection amongst Fastrack watches are unique and are highly

in demand. These feature mostly square design where the case may be round

but the dial is square shaped. The shapes and case shapes differ in each model

and so do the straps. From leather to metal, there are straps which come in the

denim material, making it perfect for pairing with your favourite pair of jeans.

The Bikers range

If you look at the biker‟s collection you would be taken aback by some of

the sleek designs that overall the designs are sporty and come with round dials,

leather or metal straps and are trendy and sporty in style.

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The Army range

This range probably represents the most elaborate design amongst

Fastrack watches. The straps are wide in which the watch is embedded. The

dial is in the form of a bullet and the glass is designed to camouflage the dial.

The leather straps add an expensive aura to their watches which are made for

true army fans.

SWOT ANALYSIS OF FASTRACK WATCHES

SWOT Analysis of Fastrack analysis the brand/ company with its

strengths, weaknesses, opportunities & threats. In Fastrack SWOT Analysis, the

strengths and weaknesses are the internal factors whereas opportunities and

threats are the external factors.

SWOT Analysis is a proven management framework which enables a

brand like Fastrack to benchmark its business & performance as compared to

the competitors and industry. Fastrack is one of the leading brands in the

lifestyle and retail sector.

33
 FASTRACK SWOT ANALYSIS

Fastrack strengths  Fastrack has a good distribution network-over 100

Fastrack stores across 50 towns with titan service centres
across India
 One of the most trusted brands in India
 Strong backing of parent brand
 Fastrack has a high youth connect
 The Fastrack products are available through stores,
supermarkets and even e-commerce site
 Excellent advertising and brand visibility connecting
with the youth
Fastrack  Intense competition means limited market share of
weaknesses Fastrack products
 Limited global reach despite being a popular brand

Fastrack  Fast growing youth segment presents growth

opportunities opportunities
 Global penetration would help Fastrack brand grow and
target youth worldwide
 Tie-up with fashion houses and special schemes for
youth
Fastrack threats  Youth segment is price sensitive
 Entry of foreign players has led to tough competition for
Fastrack
 With lots of options available brand switching is quite
high

34
 FASTRACK BRAND ANALYSIS

Parent company Titan Industries Limited (Tata Group)

Category Watches and Accessories

Sector Lifestyle and Retail

Tagline/slogan Move on

USP Fastrack offers stylish & trendy sunglasses & watches

for the youth

FASTRACK STP

Fastrack segmentation Trendy and colourful lifestyle accessories

Fastrack target market Mid premium urban youth

Fastrack positioning Fastrack is a youth brand for stylish youth owning

multiple watches, sunglasses etc.,

FASTRACK COMPETITION

Swatch
Casio
Competitors
Timex
Titan
Citizen
Diesel

35
AREA PROFILE

Kumbakonam, also spelt as Coombaconum or Combaconum in the

records of Brithish India, is a town and a special grade municipality in the

Thanjavur district in the southest Indian state of Tamil Nadu. It is located 40

km (25 mi) from Thanjavur and 273 km(170 mi) from Chennai and is the

headquarters of the Kumbakonam taluk of Thanjavur district. The town is

bounded by two rivers, the Kaveri River to the north andArasalar River to the

south. According to the 2011 census, Kumbakonam has a population of

140,156 and has a strong Hindu majority; but it also has sizeable Muslimand

Christian populations. Kumbakonam is known as a “temple town” due to the

prevalence of a number of temples here and is noted for its Mahamaham festival

which attracts people from all over the globe.

Kumbakonam dates back to the Sangam period and was ruled by the

EarlyCholas, Pallavas, Medieval Cholas, Later Cholas, Pandyas, the

Vijayanagar Empire, Madurai Nayaks and the Thanjavur Marathas. It rose to be

a prominent city between the 7th and 9th centuries AD, when it served as a

capital of the Medieval Cholas. The town reached the zenith of its prosperity

during the Brithish Raj when it was a prominent centre of European education

and Hindu culture; and it acquired the cultural name, the “Cambridge of South

India”. In 1866, Kumbakonam was officially constituted as a municipality,

36
which today comprises 45 wards, making it the largest municipality and second

largest local civil body in Thanjavur district.

GEOGRAPHY

Kumbakonam is located at 10.97 N 79.42 E. It is situated 273 km (170

mi) south of Chennai, 96 km (60 mi) east of Tiruchirappalli, and about 40 km

(25 mi) north-east of Thanjavur. It lies in the region called the “Old delta”

which comprises the north-western taluks of Thanjavur district that have been

naturally irrigated “New Delta” comprising the southern taluks that were

brought under irrigation by the construction of the Grand Anict canal and the

Vadavar canal in 1934. It has an average elevation of 26 metres (85 ft). The

town is bounded by two rivers, the Cauvery River on the north and Arasalar

River on the south.

Although the Cauvery delta is usually hot, the climate of Kumbakonam

and other surrounding towns is generally healthy and moderate. Kumbakonam

is cooler than Chennai, the capital of Tamil Nadu. The maximum temperature

in summer is about 40C (104F) while the minimum temperature is about

20C(68 F). Kumbakonam receives an annual rainfall of 114.78 cm (45.19in)

every year. The region is covered with mainly alluvial or black soil which is

conducive for rice cultivation. Other crops grown in kumbakonam include

mulberry, cereals and sugarcane.

37
TEMPLES

Kumbakonam is known for its temples and mathas (monasteries). There

are around 188 Hindu temples within the municipal limits of kumbakonam.

Apart from these, there several thousand temples around the town thereby

giving the town the sobriquets “Temple Town” and “City of temples”

Adikumbeswarar Temple is considered to be the oldesthaiva (the sect of

the god shiva) shrine in the town, believed to be constructed by the Cholas in

the 7th century. The nageswaraswamy Temple has a separate shrine for the sun

godsurya who is believed to have worshipped shiva at this place.

Adikumbakonam temple, nageswaraswamy temple and Kasiviswanathar temple

are shiva temples in the town revered in the Tevaram, a Tamil shaiva canonical

work of the 7th -8th century. Kumbakonam has one of the few temples dedicated

to the god Brahma.

Sarangapani temple is the largest vaishnava (the sect of the god Vishnu)

shrine present in kumbakonam. The present structure of the temple having a

twelve storey high tower was constructed by Nayak kings in the 15 th century. It

is one of the “DivyaDesams”, the 108 temples of Vishnu reserved by the 12

Alvar saint-poets. Ramaswamy temple, which has scenes from the Hindu epic

Ramayana depicted on its walls, was constructed by GovindaDikshitar, the

minister of successive Nayak rulers, Achuthappanayak (1560-1614) and

RaghunathNayak(1600-34). He added a commercial corridor between the

38
temple and the older chakrapani temple, which in modern times is called china

kadaiveethi, a commercial street in the town.

Pilgrims from all part of Indiatake a holy dip once every 12 years during

the Mahamaham festival in the Mahamaham tank. An estimated 2 million

pilgrims participated in the festival during the 2004 events. Govindadikshitar

constructed the sixteen mandapams (shrines) and steps around this tank.

Kumbakonam also has a number of mathas. The srisankaramatha of

kanchipuram was moved to kumbakonam during the region of pratapsingh

(1739- 63) and remained in kumbakonam until the 1960s. there are also two

vellalarmathas in the nearby towns of Dharmapuram and thiruppanandal and a

Raghavendramatha in kumbakonam. There is also a branch of the vaishnava

Ahobila mutt in kumbakonam.

DEMOGRAPHICS

According to 2011 census, kumbakonam had a population of 140,156

with a sex- ratio of 1,021 females for every 1,000 males, much above the

national average of 929. A total of 12,791 were under the age of six,

constituting 6,495 males and 6, 296 females. The average literacy of the city

was 83.21%, comprising 32 cultivators, 83 main agricultural labours, 24

marginal cultivators, 45 marginal agricultural labourers, 212 marginal workers

in household industries and other marginal workers.

39
 Kumbakonam has a strong Hindu majority; but it also has sizeable

Muslim and Christian populations. Among Hindu, Kallares, Vanniyars

Thondaimandala Mudaliares, Brahmins are more numerous and affluent in

kumbakonam than in other parts of Tamil nadu. There are also large

populations of moonpanars, Konars and Nadars. Amongst Muslims, the sunnis

are dominant. However, there is also a significant shia minority.

Most of the Muslims are Marakkayars or Labbays. The majority of

Muslims in kumbakonam are involved in commerce or maritime trade.

Kumbakonam also has a large population of protestant Christians largely due to

the efforts of the German missionary Christian Friedrich Schwarz. The

Catholics in kumbakonam are mainly affiliated to the Roman Catholic Diocese

of kumbakonam which was separated from the Archdiocese of Pondicherry in

1899.

The population of kumbakonam is predominantly Tamil- speaking. The

commonly used dialects are the Central Tamil dialect. There are significant

minorities speaking Thanjavure Marathi, Telugu, Kannada and Saurashtrian as

their mother tongue.

40
MUNICIPAL ADMINISTRATION AND POLITICS

The kumbakonam municipality was officially constituted in the year

1866. Initially, the municipality exercised its jurisdiction over an area of

7.68km (2.97sq mi) and its affairs were administered by a town- level

committee or municipal committee. Later it was constituted special- grade

municipality and currently, exercises its authority over an area of 64.02 km

(24.72sq mi). It comprises 45 wards and is the second biggest municipality in

Thanjavur district.

The functions of the municipality are developed into six departments;

general, Engineering, Revenue, Public Health, Town planning and the computer

Wing. All these departments are under the control of a Municipal

Commissioner who is the supreme executive head. The legislative powers are

vested in a body of 45 members, one each from each of the 45 wards. The

legislative body is headed by an elected Chairperson who is assisted by a

Deputy Chairperson.

Kumbakonam is part of the kumbakonam legislative Assembly

constituency and elects a member to the Tamilnadu Legislative Assembly once

every five years. Despite being a hub of militant communism in the 1950s,

kumbakonam voted for the Indian National Congress in the first five state

elections held between 1952 and 1977.

41
 The Dravida Munnetra Kazhagam won the election in 1977 and between

1977 and 1989, the seat was alternatively held by the Dravida Munnetra

Kazhagam, All India Dravida Munnetra Kazhagam or the Indian National

Congress, Since 1989, barring an interregnum of five years between 1991 and

1996, the seat has been held by Ko. Si.Mani of the Dravida Munnetra

Kazhagam. Kumbakonam was a part of the kumbakonam loksabha

conctituency from 1952 till 1977, when the constituency was disbanded. The

assembly segments in the erstwhile kumbakonam loksabha constituency were

included in the mayiladuthurai loksabha constituency and have remind so ever

since

Law and order in kumbakonam in maintained by the Thanjavur sub

division of the Tamil Nadu police headed by a Deputy Superintendent of police

(DSP). There are four police stations in the town, one of them being an all-

women police station. There are special units like prohibition enforcement,

district crime, social justice and human rights, district crime record and special

branch that operate at the district level police division headed by a

superintendent of police (SP).

ECONOMY

The important products of kumbakonam include brass, bronze, copper

and pewter vessels, silk and cotton cloths, sugar, indigo and pottery.

Kumbakonam is considered to be the chief commercial centre for the

42
Thanjavure region. In 1991, around 30% of the population was engaged in

economic activity. Rice production is an important activity in kumbakonam.

Of 194 industrial units in kumbakonam, 57 are rice and flour mills.

Kumbakonam is also a leading producer of betel leaves and nuts; the betel

leaves produced in kumbakonam are ranked amongst the best in the world in

terms of quality.

Kumbakonam is an important silk- weaving centre and more than 5,000

families were employed either directly or indirectly in silk weaving. Silk

weaved in kumbakonam is regarded as one of the finest in the subcontinent.

They are largely used in the manufacture of Thirubuvanam silk sarees.

Kumbakonam wsa also an important salt- manufacturing area during British

rule. The town lends its names to the kumbakonam Degree Coffee, a blend of

coffee prepared using undiluted pure milk. In recent times, kumbakonam has

emerged as an important manufacturer of fertilizers.

Apart from its manufactures, tourism is also a major source of income for

the town. The Hindu temples and colonial-era buildings have been recognised

for their potential. The 12th-century Airavatesvara Temple in the town of

Darasuram near kumbakonam is an UNESCO World Heritage Site.

Kumbakonam is also frequented by art collectors interested in handloon cloth

and other mercantile Bank, Canara Bank, Indian Bank, Indian Overseas Bank,

ICICI Bank and ING Vysya Bank, KarurVysya Bank, Punjab National Bank,

43
union Bank of India, corporation Bank, Bank of India, syndicate Bank and

Vijaya Bank have their branches in kumbakonam. The City Union Bank Bank

was founded in kumbakonam in 1904 as the kumbakonam Bank Limited and it

is headquartered in the town.

TRANSPORT AND UTILITY SERVICES

Kumbakonam is well- connected by road and rail with the rest of India.

The nearest international airport is at Tiruchirapalli, which is 91 km (57mi) from

kumbakonam. The nearest seaport is located at Nagapattinam which is about 50

km (31mi) away. The town has around 141 km (88mi) of roads, 544 municipal

roads making up 122.29 km (75.99mi). There are also around 18.71 km (11.63

mi) of state highways running through kumbakonam. Over 87% of the

municipal roads are paced. There are regular government and private bus

services to Chennai, Thanjavur, Mannargudi, Tiruchirapalli, Chidambaram,

Mayiladuthurai, Nagapattinam, and Coimbatore, palani, Tiruppur,

THoothukudi, Madurai, puducherry and Tirunelveli.

Kumbakonam is connected by rail with most important towns and cities in

south India. The Mysuru- Mayiladuthurai Express connects kumbakonam with

Mysuru and Bengaluru. There are regular Express trains that connect

kumbakonam with major cities in the state like Chennai,coimbatore, Madurai

and Tiruchirapalli. There are passenger trains that connect kumbakonam with

Thanjavur, Tiruchirapalli, Chidambaram and Mayiladuthurai.

44
 The traditional modes of transportation are bullock carts. It is recorded

that as late as the 1950s landlords and rich farmers travelled mostly by bullock

carts with the exception of rare long journeys which they undertook by buses or

motor vehicles. Kumbakonam has an efficient local bus transportation system.

The mofussil bus stand is located in the south- east of kumbakonam and is

situated just opposite to the Arignar Anna Bus Stand where the long- distance

buses are stationed. There are occasional ferries that transport people and goods

across the Cauvery. Till the beginning of the 20th century, students of the

Government Arts College used to cross the Cauvery ferries in order to attend

college. Since the construction of a bridge in 1944, the practice of transporting

men and goods by coracles has greatly diminished.

Electricity supply to kumbakonam is regulated and distributed by the

kumbakonam circle of Tamil Nadu Electricity Board(TNEB). Water supply is

the distribution is managed through head works located at Valayapettai and

Kudithangi, supplying 3,265 kl (863,000 gal) of water to the town. About 18 t

(40,000lb) of solid waste is collected from the town every day; 53% domestic

wastes and 32% commercial wastes.

The collected wastes are dumped in yards outside the town and segregated

to produce organic manure. Kumbakonam municipality has partial underground

drainage connectivity and the municipality is implementing the underground

drainage to the uncovered areas. The major sewerage for disposal of sullage is

45
through septic tanks and public conveniences. Roadside drains carry untreated

sewage out of the town to let out raw into the sea or accumulate in low-lying

area.

Kumbakonam comes under the Cauvery River Delta Area (CRDA) of the

Bharat Sanchar Nigam Limited (BSNL), India‟s state-owned telecom and

internet services provider. Apart from telecom, BSNL also provides broadband

internetservice. There are two government hospitals, 34 private hospitals &

clinics and numerous medical shops catering to the healthcare need of the town.

EDUCATION

The raja Veda Padasala, established by GovindaDikshitar during 1542 in

kumbakonam, teaches sanakritvedic scriptures in specialised fields of Rig Veda,

Yajur Veda, Sama Veda agamas and Sastras. Kumbakonam emerged as an

important centre of education in the late 19th century and was known as the

“Cambridge” of South India”. The Government Arts College, established in

kumbakonam in 1867, is one of the oldest educational institutions in the Madras

presidency. It began as a provincial school on October 19, 1854, before being

upgraded to a government college in 1867. It was affiliated to the Madras

University in 1877.

One of the early principals of the college was William Archer Porter, a

Cambridge Wrangler, who, along with T. Gobala Rao, was instrumental in its

46
elevation to a government college. He is also credited with framing the

college‟s acclaimed educational policy. In 1881, it became a full-fledged

college and high school courses ceased to be taught. Notable faculty membes

included U.V.SwaminathaIyer (1855-1942) while the Indian mathematician

SrinivasaRamanujan (1887-1942) who studied from 1904 until 1906 when he

dropped out and V.S.SrinivasaSastri (1869-1946), an Indian politician and

administrator, are its notable alumni.

The Government Arts College for women was started in 1963 and had a

total strength of 2,597pupils in February 2006. The college offers various

sunder graduate courses and one post-graduate course and is affiliated to the

Bharathidasan University. Other colleges in kumbakonam included Idhaya

Colleges of Arts and Sciences, Arasu Engineering College, Annai College of

Arts and Science, and Government College of Fine Arts. The Shanmugha Arts,

Science, Technology& Research Academy have a satellite campus based in

kumbakonam where all disciplines of Engineering, arts and sciences are taught.

The Native High School, founded in 1876, and the Town Higher

Secondary School, one of whose students was Srinivasa Ramanujan, were some

of the oldest schools in the Madras presidency. At present, there a total of 36

government and private school in kumbakonam.

47
 CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

Analysis refers to the methodical classification of data gives in the financial

statement. Interpretation means explaining the meaning and significance of the

data so arrange, it is the study of relationship between various factors.

Analysis and Interpretation are closely related. Interpretation is not

possible without analysis and without interpretation analysis has no value.

Hence the term analysis widely used to refer both analysis and interpretation.

Reader‟s satisfaction is an important element of marketing function which

decides the profitability of any concern. In this chapter an attempt is made to

analyse the main refers influencing the purchase decision of the selected sample

respondents in the study area for the purpose of the analysis. Variables are

classified into two important strata viz., dependent variables and independent

variables. The independent variables used in the study are age, sex, educational

status, occupation and income of the respondent, size of the family and

awareness of the sample respondents.

The study uses both primary as well as secondary data. Primary data was

collected through field survey method. For collecting the data questionnaire

was used as a main tool. The data thus collected were tabulated systematically

in an orderly form simple statistical too like percentage age and chi-square test

were employed.

48
 TABLE NO.4.1

GENDER WISE CLASSIFICATION OF RESPONDENTS

S.NO. GENDER RESPONDENTS PERCENTAGE

1. Male 40 53

2. Female 35 47

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.1 indicates that 53% of the respondents are male, 47%

of respondents are female. Majority of the respondents are male.

49
 DIAGRAM NO. 4.1

GENDER WISE CLASSIFICATION OF RESPONDENTS

53
53

52

51

50
percentage

49
48 Male
47
47 Female
46
45
44
Male
Female

50
 TABLE NO. 4.2

AGE WISE CLASSIFICATION OF RESPONDENTS

S.NO. AGE RESPONTENDE PERCENTAGE

1. 10-20 20 27

2. 20-30 28 37

3. 30-40 17 23

4. Above 40 10 13

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.2 indicates that 27% of the respondents are belong to

age group of 10-20 years, 37% of the respondents belong to the age group of 20-

30 years, 23% of the respondents belong to the age group of 30-40 years, 13%

of the respondents belong to the age group of above 40 years. Majority 37% of

the respondents are 20-30 years age group.

51
 DIAGRAM NO. 4.2

AGE WISE CLASSIFICATION OF RESPONDENTS

37
40

35 27
23
30

10-20 years
percentage

25
20-30 years
20
13 30-40 years
15 Above 40
10

0
10-20 years 20-30 years 30-40 years Above 40

52
 TABLE NO.4.3

MARITAL STATUS OF RESPONDENTS

S.NO. MARITAL STATUS RESPONDENTS PERCENTAGE

1. Married 30 40

2. Unmarried 45 60

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.3 indicate that 60% of that respondents are unmarried, 40% of

the respondents are married. Majority of the respondents are unmarried.

53
 DIAGRAM NO. 4.3

MARITAL STATUS OF RESPONDENTS

40%

married
unmarried

60%

54
 TABLE NO.4.4

OCCUPATION WISE OF THE RESPONDENTS

S.NO. OCCUPATION RESPONDENTS PERCENTAGE

1. Students 12 16

2. Private and self-employee 40 53

3. Government employee 18 24

4. Other 5 7

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.4 indicates that 53% of the respondents are private and self

employee and 24% of the respondents are Government employee, 16% of the

respondents are students, 7% of the respondents are others. Majority of the

respondents are private and self employee.

55
 DIAGRAM NO.4.4

OCCUPATION WISE OF THE RESPONDENTS

60

50

40

30

20

10

0
students private and self Government others
employee employee

students private and self employee Government employee others

56
 TABLE NO.4.5

EDUCATIONAL QUALIFICATION OF RESPONDENTS

S.NO. EDUCATION RESPONDENTS PERCENTAGE

QUALIFICATION

1. SSLC 15 20

2. UG 30 40

3. PG 20 27

4. Others 10 13

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.5 indicates that 40% of the respondents are UG degree

holders, 27% of the respondents are PG degree holders, 20% of the respondents

are SSLC,and 13% of the respondents are others. Majority of the respondents

are UG degree holders.

57
 DIAGRAM NO. 4.5

EDUCATIONAL QUALIFICATION OF RESPONDENTS

others
13

PG
27

UG
40

SSLC
20

0 5 10 15 20 25 30 35 40

others PG UG SSLC

58
 TABLE NO. 4.6

INCOME WISE OF RESPONDENTS

S.NO. MONTHLY INCOME RESPONDENTS PERCENTAGE

1. Below -15,000 28 37

2. 15,000-30,000 23 31

3. 30,000-45,000 17 23

4. Above -45,000 7 9

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.6 indicates that 37% of the respondents belong to the Monthly

Income below 15,000, 31% of the respondents income is 15,000- 30,000, 23%

of the respondents income is 30,000-45,000, 9% of the income is above 45,000.

Majority of the respondent‟s income are Below 15,000.

59
 DIAGRAM NO. 4.6

INCOME WISE OF RESPONDENTS

40 37

35
31
30
PERCENTAGE

23
25
Below 15,000
20 15,000-30,000
30,000-45,000
15
Above-45,000
10 9

0
Below 15,000 15,000-30,000 30,000-45,000 Above-45,000

60
 TABLE NO. 4.7

CONSIDERATION ON PURCHASE OF FASTRACK WATCH

S.NO. CONSIDER RESPONDENTS PERCENTAGE

1. Quality 26 35

2. Brand Image 13 17

3. Price 20 27

4. Style / Design 16 21

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.7 indicates that 35% of the respondents consider quality

on their purchase time, 27% of the respondents consider price, 21% of the

respondents consider style/Design, and remaining 17% of the respondents

consider brand image.

61
 DIAGRAM NO.4.7

CONSIDERATION ON PURCHASE OF FASTRACK WATCH

35
35
27 21
30

25 17
Quality
percentage

20
Brand Image
15 price
style/Design
10

0
Quality Brand Image Price style/Design

62
 TABLE NO. 4.8

BRAND PREFERENCE FOR PURCHASE OF FASTRACK

WATCH

S.NO. BRAND PREFERENCE RESPONDENTS PERCENTAGE

1. Yes 45 60

2. No 25 33

3. Can‟t say 5 7

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.8 indicates that 60% of the respondents that they prefer

branded watches to unbranded watches, 33%of the respondents are no, 7% of

the respondents as can‟t say as it would depend upon their mood and specific

conditions prevailing at that point of time.

63
 DIAGRAM NO. 4.8

BRAND PREFERENCE FOR PURCHASE OF FASTRACK

WATCH

60
60

50

40 33
percentage

yes
30 No
can't say
20
7
10

0
Yes No can't say

64
 TABLE NO. 4.9

PLACE PREFERENCE OF FASTRACK WATCH

S.NO. PLACE RESPONDENTS PERCENTAGE

1. Branded stores 15 20

2. Online 30 40

3. Shopping malls 5 7

4. Local stores 25 33

Total 75 100

Source: Primary Data

INTERPRETATION

The above tables 4.9 indicates that 40% of the respondents are prefer to

buy a watch in online, 33% of the respondents are prefer local stores, 20% of the

respondents prefer branded stores and remaining 7% of the respondents are

prefer to buy a watch in shopping malls.

65
 DIAGRAM NO. 4.9

PLACE PREFERENCE OF FASTRACK WATCH

45
40
40

35 33

30
percentage

25 Branded stores
20 online
20
shopping mall
15 Local stores

10
7
5

0
Branded stores online shopping mall Local stores

66
 TABLE NO. 4.10

STRAP PREFERENCE OF FASTRACK WATCH

S.NO. STRAP RESPONDENTS PERCENTAGE

1. Leather strap 30 40

2. Steel strap 17 23

3. Gold plated strap 20 27

4. Others 8 10

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.10 indicates that 40% of respondent to have a leather

strap, 27% of respondent to have gold plated strap and 23% by steel strap,

remaining 10% of them respondent to have other type of straps like plastic,

cloth type, Velcro type material etc.

67
 DIAGRAM NO. 4.10

STRAP PREFERENCE OF FASTRACK WATCH

40
40
35
30 27
23
percentage

25 Leather strap
20 steel strap

15 Gold plated strap

10
others
10
5
0
Leather Steel strap Gold plated others
strap strap

68
 TABLE NO. 4.11

FREQUENCIES OF PURCHASE

S.NO. FREQUENCY RESPONDENTS PERCENTAGE

1. Less than one year 10 13

2. 1-3 years 15 20

3. 3-5 years 45 60

4. Greater than 5 years 5 7

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.11 indicates that 60% of respondent wanted to change

their watches in 3-5 years, 13% of the respondent liked to change their watches

less than one year, 20% liked to change their watch in 1-3 years, lastly a

relatively small percentage 7% of people preferred to change it in more than five

years.

69
 DIAGRAM NO. 4.11

FREQUENCIES OF PURCHASE

60
60

50

40
percentage

less than one year

30 1-3 years
20
3-5 years
20 13 Greater than 5 years
7
10

0
less than 1-3 years 3-5 years Greater
one year than 5 years

70
 TABLE NO. 4.12

ADDITIONAL FUNCTIONS OF FASTRACK WATCH

S.NO. ADDITIONAL RESPONDENTS PERCENTAGE

FUNCTION

1. Night – Glow 20 27

2. Date & year function 43 57

3. Yatch meter 2 3

4. Others 10 13

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.12 indicates that 57% of the respondent that date and

year function as other features they would like to prefer to have their wrist

watch. It followed 27% by night glow feature, thirdly 13% of respondents

preferred to have other features like mp3 player, stop watch, lap time etc. 3% of

respondent to prefer yatch meter in their watch.

71
 DIAGRAM NO. 4.12

ADDITIONAL FUNCTION OF FASTRACK WATCH

57
60

50

40
percentage

Night-Glow
27
30 Date&year function
yatch meter
20
13 others

10
3
0
Night- Date &year Yatch others
Glow function meter

72
 TABLE NO. 4.13

PRICE PREFERENCE OF FASTRACK WATCH

S.NO. PRICE RESPONDENTS PERCENTAGE

1. Less than 1000 40 53

2. 1000-3000 20 27

3. 3000-5000 10 13

4. More than 5000 5 7

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.13 indicates that 53% of respondents that they would

prefer to buy in less than 1000 range. 27% of respondent1000-3000 ranges and

13%of respondents 3000-5000 range and lastly in more than 5000 range7%.

73
 DIAGRAM NO. 4.13

PRICE PREFERENCE OF FASTRACK WATCH

60 53

50

40
percentage

less than 1000

27
30 1000-3,000
3,000-5,000
20 13
more than 5,000
7
10

0
less than 1000-3,000 3,000-5,000 more than
1000 5,000

74
 TABLE NO. 4.14

MOST EFFECTIVE MEDIUM OF ADVERTISEMENT FOR A

FASTRACK WATCH

S.NO. EFFECTIVE RESPONDENTS PERCENTAGE

MEDIUM

1. Print media 14 19

2. Television 37 49

3. Internet 8 11

4. Public display 16 21

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.14 indicates that49% of respondents feel television is the

effective medium of advertisement. 21% of respondents are feel public display,

19% respondents are print media and remaining 11% of respondents feel

internet.

75
 DIAGRAM NO. 4.14

MOST EFFECTIVE MEDIUM OF ADVERTISEMENT FOR A

FASTRACK WATCH

60

49
50

40
percentage

print media
30 Television
21 Internet
20 public Display
19
10
11

0
print media Television Internet public Display

76
 TABLE NO. 4.15

PURCHASE INFLUENCE OF FASTRACK WATCH

S.NO. INFLUENCE RESPONDENTS PERCENTAGE

1. Family 7 9

2. Friends 23 31

3. Advertisement 30 40

4. Others 15 20

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.15 indicates that 40% of respondents were influenced

by their advertisement, 31% are influenced by their friends and then 20% by

other factors such as their personal choice, situational factors etc. lastly they

were 9% influenced by family.

77
 DIAGRAM NO. 4.15

PURCHASE INFLUENCE OF FASTRACK WATCH

40
40
35
31
30
percentage

25
Family
20 20
Frients
15
9 Aavertisment
10 others
5
0
Family
Friends
Advertisment
others

78
 TABLE NO. 4.16

BRAND PREFERENCE OF RESPONDENTS

S.NO. BRAND RESPONDENTS PERCENTAGE

PREFERENCE

1. Fastrack 35 47

2. Titan 13 17

3. Sonata 15 20

4. Others 12 16

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.16 indicates that 47% of the respondents were using

Fastrack watches. 20% of respondents using sonata, 17% of respondents using

titan and 16% by other brands which include Timex, Casio and some local

brands.

79
 DIAGRAM NO. 4.16

BRAND PREFERENCE OF RESPONDENTS

50 47
45
40
35
percentage

30
Fastrack
25 Titan
20
20 Sonata
15 16 others
17
10
5
0
Fastrack Titan Sonata Others

80
 TABLE NO. 4.17

FEATURES OF PERCEIVE FASTRACK WATCH

S.NO. PERCEIVE RESPONDENTS PERCENTAGE

1. Trendy 30 40

2. Affordable 12 16

3. Unaffordable 8 11

4. Value for money 25 33

Total 75 100

Source: Primary Data

INTERPRETATION

The above table indicates that 40% of respondent perceived Fastrack watches as

trendy, it is followed by 33% value for money and then 16% affordable. A

relatively small 11% of people have perceived them as unaffordable.

81
 DIAGRAM NO. 4.17

FEATURES OF PERCEIVE FASTRACK WATCH

45
40
40
35 33
30
percentage

25 Trendy
20 Affordable
16
unaffordable
15
value for money
10 11
5
0
Trendy Affordable Unaffordable value for
mony

82
 TABLE NO. 4.18

USING LEVEL OF RESPONDENTS

S.NO. USES RESPONDENTS PERCENTAGE

1. Yes 63 84

2. No 12 16

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.18 indicates that 84% of respondents have used

Fastrack watches at some point of time, 16% of respondent no using Fastrack

watch.

83
 DIAGRAM NO. 4.18

USING LEVEL OF RESPONDENTS

16%

Yes
NO

84%

84
 TABLE NO. 4.19

PURCHASE OF FASTRACK WATCH IN NEXT BUY

S.NO. PURCHASE OF RESPONDENTS PERCENTAGE

WATCH

1. Strongly 36 48

2. Fairly 24 32

3. Sometime 10 13

4. Never 5 7

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.19 indicates that 48% of respondents to buy a Fastrack

watch in their next buy as strongly. 32% of respondents are fairly and then 13%

of sometime, 7% of them respondent to re- buy it never.

85
 DIAGRAM NO. 4.19

PURCHASE OF FASTRACK WATCH IN NEXT BUY

48
50
45
40
32
35
strongly
percentage

30
fairly
25
sometime
20
13 Never
15
7
10
5
0
strongly Fairly sometime Never

86
 TABLE NO. 4.20

RECOMMENDATION OF FASTRACK WATCH

S.NO. RECOMMENDATION RESPONDENTS PERCENTAGE

1. Strongly 36 48

2. Fairly 20 27

3. Sometime 15 20

4. Never 4 5

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.20 indicates that 48% of respondent to recommend it

strongly to their friends and college, 27% of fair recommendation and then 20%

of recommending sometimes, a relatively small 5% of respondent to prefer it

never.

87
 DIAGRAM NO. 4.20

RECOMMENDATION OF FASTRACK WATCH

48
50
45
40
35
percentage

30 27 strongly
25 fairly
20 20 sometime
15 Never
10
5 5
0
strongly
Fairly
sometime
Never

88
 TABLE NO. 4.21

SATISFACTION LEVEL OF RESPONDENTS

S.NO. SATISFACTION RESPONDENTS PERCENTAGE

LEVEL

1. Yes 67 89

2. No 8 11

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.21 indicates that 89% of the respondents are satisfied

for using Fastrack watch, remaining 11% of respondents are not satisfied.

89
 DIAGRAM NO. 4.21

SATISFACTION LEVEL OF RESPONDENTS

11%

Yes
No

89%

90
 TABLE NO. 4.22

REASON FOR SELECTING FASTRACK WATCH

S.NO. REASON RESPONDENTS PERCENTAGE

1. Brand value 15 20

2. Style 21 28

3. Prestige symbol 11 15

4. Price 28 37

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.22 indicates that 37% of respondents selecting for

price, 28% of the respondents select Fastrack watch for style, 20% of

respondents are selecting for brand value, remaining 15% of the respondents

selecting for prestige symbol.

91
 DIAGRAM NO. 4.22

REASON FOR SELECTING FASTRACK WATCH

37
40
35
28
30
percentage

25 20 Brand value
20 15 style

15 prestige symbol
price
10
5
0
Brand style prestige price
Value symbol

92
 TABLE NO. 4.23

DESIGN PREFERENCE OF FASTRACK WATCH

S.NO. DESIGN RESPONDENTS PERCENTAGE

1. Excellent 30 40

2. Good 25 33

3. Fair 15 20

4. Poor 5 7

Total 75 100

Source: Primary Data

INTERPRETATION

The above table 4.23 indicates that 40% of respondents are feel excellent,

33% of the respondents are feel the design good, 20% of respondents are feel

fair and remaining 7% of respondents feel poor.

93
 DIAGRAM NO. 4.23

DESIGN PREFERENCE OF FASTRACK WATCH

7%

20% 40%

Excellent
Good
Fair
poor

33%

94
CHI-SQUARE TEST

A relationship between marital status of respondents and place prefer to buy a

new watch.

Place prefer to buy a new watch

Marital Branded Online Shopping Local Total

Status stores mall stores

Married 8 10 4 14 36

Unmarried 9 15 7 8 39

Total 17 25 11 22 75

𝑅𝑜𝑤 𝑋 𝐶𝑜𝑙𝑢𝑚 𝑇𝑜𝑡𝑎𝑙

Expected Frequency =
𝑇𝑜𝑡𝑎𝑙 𝑁𝑜 . 𝑅𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡𝑠

CHI-SQUARE TEST

2 (𝑶−𝑬)𝟐
X =
𝑬

H0 = There is no significant relationship between the marital status of

respondents and place prefer to buy a new watch.

H1 = There is significant relationship between the marital status of respondents

and place prefer to buy a new watch.

95
 O E O-E (O-E)2 (O-E)2/E

8 8.16 -0.16 0.0256 3.137

10 12 -2 4 0.333

4 5.28 -1.28 1.6384 0.310

14 10.56 3.44 11.834 1.122

9 8.84 0.16 0.0256 2.896

15 13 2 4 0.308

7 5.72 1.28 1.638 0.286

8 11.44 -3.44 0.0256 2.238

Total 10.63

Degree of Freedom (C-1) (R-1) = (4-1) (2-1) =3

Table Value = 7.81

Calculate Value = 10.63

The calculate value is greater than the table value. So the hypothesis is rejected.

RESULT:

There is no significant relationship between the marital status of

respondents and place prefer to buy a new watch.

96
 FINDINGS

The major findings are:

 Majority (53%) of respondents are male.

 Majority (37%) of respondents is 20-30 years age group.

 Majority (60%) of respondents are unmarried.

 Majority (53%) of respondents are private and self employees.

 Majority (40%) of respondents are UG Degree holders.

 Majority (37%) of respondent‟s incomes are below 15,000.

 Majority (35%) of respondents are considering quality.

 (60%) of respondents that they would prefer branded watches to

unbranded watch.

 (40%) of respondents that they would like to buy their watch from an

online

 (40%) of respondents to have leather strap.

 Majority (60%) of respondents are wanted to change their watches in 3-5

years.

 (57%) of respondents prefer date and year function in their watch.

 (53%) of respondents are spending for purchase of Fastrack watch is less

than 1000.

 Majority (49%) of the respondents feel television is the most effective

medium for the advertisement.

97
 Majority (40%) of the respondents were influenced by advertisement.

 (47%) of the respondents were using Fastrack watches.

 (40%) of the respondents perceived Fastrack watches as trendy.

 Majority (84%) of respondents have used Fastrack watch at some point of

time.

 Majority (48%) of respondents to buy a Fastrack watch in their next buy

as strongly.

 (48%) of respondents to recommend it strongly to their friends and

college agues.

 Majority (89%) of the respondents are satisfied for using Fastrack watch.

 Majority (37%) of the respondents are selecting the Fastrack watch for

price.

 Majority (40%) of respondents feel the design of Fastrack watches is

excellent.

98
 SUGGESTIONS

On the basis of the study the following suggestions are recommended.

 Most of the respondents are satisfied with the Fastrack product with their

wide range of products, quality, and price in an effective way.

 The respondents are interested in the premium products of Fastrack

products.

 Strong competitor and available of subtle products in wide range is big

deal.

 Marketing innovation and innovative, market friendly products can bring

more profits and customer satisfaction.

 Focus on niche markets such as working men and women.

 Spread awareness about availability of watches in lower segments as most

of consumer feel that Titan brand is synonymous with premium watches.

 Introduce more trendy and innovative design.

 Take steps to change consumer perception that Titan watches are high

priced.

 There should be some more attractive festival offers and gifts should be

given on purchase of branded watches.

 The service for wristwatch should be improved.

 The branded watch has to introduce the new models frequently to the

market in order to match with customers buying behaviour.

99
 The customers prefer thin and sleek appearance type of watch that are to

be introduced frequently in the market.

 From the survey it is clear that majority of the consumers were young

people and the advertisements, products offered by Fastrack watches

exactly matches the demand of youth. The makes Fastrack watches ahead

of its competitors.

 In order to improve its sales a promotion should be taken care, excellent

consumer care should reduce be provided also it should its services time.

 Majority of the population in India live in rural areas. So, showrooms

should be set up at places nearer to them. Introduce cheaper and rough

use watches for this segment.

 After sales service to be improved. That is, the process of servicing and

repairing of watches should be made faster. This can be done by ensuring

the spare parts availability and training all sales personnel in titan

showrooms to undertake these tasks.

 Tip up with international watch brands make them available locally.

 Make use of internet to spread awareness among consumers about the

brand.

100
 CONCLUSION

Thus from the study of Fastrack it can be understood that being so large and so

expensive in brands it has allocated equal importance to each of its products and

services. Moreover being so evident in each of its segment which is widely

used by Indian as well as world-wide customers, FASTRACK is not only

focusing on major brands but also on those brands which are not performing

well and new products are brought into market by viewing the importance of

innovation in this changing environment. As bees are treated as social insects,

committed to prioritising the colony‟s needs and working together, such team

work and a passionate commitment to achieve a shared goal is what helps

Fastrack (Titan) create milestones.

On the growing influence of globalization on Indian watch industry, a

number of global manufacturers are coming into the Indian watch industry. In

such a dynamic environment Fastrack need to be more quality conscious since

the products offered are almost similar by all the watch manufacturers in the

industry. Fastrack needs to take serious efforts to make it competitive and

stable in the dynamic market situation by focusing on the service quality

aspects.

101