Sudharshan Project 2222

CHAPTER:1
INTRODUCTION
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1.1.1 HISTORY
Today, a wristwatch is considered as much of a status symbol as a device to tell time. In an age
when cell phones and digital pagers display tiny quartz clocks, the mechanical wristwatch has
slowly become less of an object of function and more a piece of modern culture. Walk into the
boardroom of any Fortune 500 company and you„re likely to see dozens of prestigious
wristwatches, including such names as Rolex, Vacheron Constantine, Frank Muller, Jaeger-
LeCoultre and even Patek Philippe. However, this was not always the case. Less than 100years
ago, no self-respecting gentleman would be caught dead wearing a wristwatch. In those days of
yore, real men carried pocket watches, with a gold half-hunter being the preferred status symbol
of the time²no pun intended. Wrist lets, as they were called, were reserved for women, and
considered more of a passing fad than a serious timepiece. In fact, they were held in such disdain
that many a gentlemen were actually quoted to say they would sooner wear a skirt as wear a
wristwatch´. The established watch making community looked down on them as well. Because of
their size, few believed wristlets could not be made to achieve any level of accuracy, nor could
they withstand the basic rigors of human activity. Therefore, very few companies produced them
in quantity, with the vast majority of those being small ladies models, with delicate fixed wire or
chain-link bracelets.
Watch works were developed when coiled springs were introduced as a source of power. This
type of spring was used in Italy about 1450. About 1500 Peter Henlein, a locksmith in Nürnberg,
Germany, began producing portable timepieces known popularly as Nürnbergeggs. In 1525
another artisan, Jacob Zech of Prague, invented a fusee, or spiral pulley, to equalize the uneven
pull of the spring. Other improvements that increased the accuracy of watches included a spiral
hairspring, invented about 1660 by Robert Hooke, for the balance wheel, and a lever escapement
devised by British inventor Thomas Mudge about 1765. Minute and second hands, and crystals
to protect both the dial and hands, first appeared on 17th-century watches. Jeweled bearings to
reduce friction and prolong the life of watchworks were introduced in the 18th century.
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In the centuries that preceded the introduction of machine-made parts, craftsmanship of a high order
was required to manufacture accurate, durable clocks and watches. Such local craft organizations as
the Paris Guild of Clockmakers (1544) were organized to control the art of clockmaking and its
apprenticeship. A guild known as the Clockmakers Company, founded in London in 1630, is still in
existence. The Netherlands, Germany, and Switzerland also produced many fine artisans whose work
was noted for beauty and a high degree of mechanical perfection. This all started to change in the
nineteenth century, when soldiers discovered their usefulness during wartime situations. Pocket
watches were clumsy to carry and thus difficult to operate while in combat. Therefore, soldiers fitted
them into primitive cupped leather straps so they could be worn on the wrist, thereby freeing up their
hands during battle. It is believed that Girard-Perregaux equipped the German Imperial Naval with
similar pieces as early as the1880s,which they ore on their wrists while synchronizing naval attacks,
and firing artillery. In 1906, the evolution of wristlets took an even bigger step with the invention of
the expandable flexible bracelet, as well as the introduction of wire loops (or lugs) soldered onto
small, open- faced pocket watch cases, allowing leather straps to be more easily attached. This aided
their adaptation for military use and thus marked a turning point in the development of wristwatches
for men.
Another timely issue was the vulnerability of the glass crystal when worn during combat. This was
addressed by utilizing pierced metal covers, frequently called shrapnel guards. These were basically
metal grills (often made of silver), placed over the dial of the watch therebyprotecting the glass from
damage while still allowing the time to be easily read. A less common solution was the use of leather
covers, snapped into place over the watch. While they did offer protection from damage, they were
cumbersome to use, and thus were primarily seen in the extreme climates of Australia and Africa
Over the next decade, watch companies slowly added additional models to their catalogs, and finally,
by the mid-1930s, they accounted for 65 percent of all watches exported by Switzerland. It was an
uphill battle, but the wristwatch had finally arrived. They were now accurate, waterproof and, by
1931, perpetually self-winding, when Rolex introduced the Auto Rotor, a revolutionary design, which
is used to this day by watch companies around the world.
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The success of the wristwatch was born out of necessity, and Rolex continued this tradition by
introducing a series of Professional, or tool watches in the early 1950s. These models, including
the Submariner, Explorer, GMT-Master, Turn-O-Graph, and Milgauss were also designed out of
necessity, as they included features and attributes that were essential for a specific task or
profession. Because of its rugged design, variations of the Submariner have subsequently been
issued to numerous militaries, including the British Royal Navy, Royal Canadian Navy and
British Royal Marines, as well as the U.S. Navy Seals. Over the years, dozens of companies like
Omega, Benrus and Panerai have also supplied specialty watch models for military duty. With
the general public now leaning toward high-tech, digital gadgets, the classic mechanical
wristwatch were come to the market.
Wristwatches were first worn by military men towards the end of the 19th century, when the
importance of synchronizing maneuvers during war, without potentially revealing the plan to the
enemy through signaling, was increasingly recognized. The Garstin Company of London
patented a "Watch Wristlet" design in 1893, but they were probably producing similar designs
from the 1880s. Officers in the British Army began using wristwatches during colonial military
campaigns in the 1880s, such as during the Anglo-Burma War of 1885. During the First Boer
War, the importance of coordinating troop movements and synchronizing attacks against the
highly mobile Boer insurgents became paramount, and the use of wristwatches subsequently
became widespread among the officer class. The company Mappin& Webb began production of
their successful "campaign watch" for soldiers during the campaign at Sudan in 1898 and
accelerated production for the Second Boer War a few years later. In continental Europe Girard-
Perregaux and other Swiss watchmakers began supplying German naval officers with
wristwatches in about 1880.
Early models were essentially standard pocket-watches fitted to a leather strap but, by the early
20th century, manufacturers began producing purpose-built wristwatches. The Swiss company
Dimier Frères &Cie patented a wristwatch design with the now standard wire lugs in 1903. Hans
Wilsdorf moved to London in 1905 and set up his own business, Wilsdorf& Davis, with his
brother-in-law Alfred Davis, providing quality timepieces at affordable prices; the company later
became Rolex Wilsdorf was an early convert to the wristwatch, and contracted the Swiss firm
Aeler to produce a line of wristwatches.
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The impact of the First World War dramatically shifted public perceptions on the propriety of
the man's wristwatch and opened up a mass market in the postwar era. The creeping barrage
artillery tactic, developed during the war, required precise synchronization between the
artillery gunners and the infantry advancing behind the barrage. Service watches produced
during the War were specially designed for the rigours of trench warfare, with luminous dials
and unbreakable glass. The War Office began issuing wristwatches to combatants from 1917.
By the end of the war, almost all enlisted men wore a wristwatch and after they were
demobilized, the fashion soon caught on: the British Horological Journal wrote in 1917 that
"the wristlet watch was little used by the sterner sex before the war, but now is seen on the
wrist of nearly every man in uniform and of many men in civilian attire." By 1930, the ratio
of a wrist to pocket watches was 50 to 1. The first successful self-winding system was
invented by John Harwood in 1923.
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1.2 INTRODUCTION
Clocks and Watches are devices used to measure or indicate the passage of time. A clock,
which is larger than a watch, is usually intended to be kept in one place; a watch is designed
to be carried or worn. Both types of timepieces require a source of power and a means of
transmitting and controlling it, as well as indicators to register the lapse of time units. Wrist
watches were once a need, but now it has become a demand. Different brands with different
technology, design and innovations have entered into the market. Watches progressed in the
17th century from spring-powered clocks, which appeared as early as the 14th century.
During most of its history the watch was a mechanical device, driven by clockwork, powered
by winding a mainspring, and keeping time with an oscillating balanced wheel. These are
called mechanical watches. Historically, this is called the quartz revolution. Developments in
the 2010s include smartwatches, which are elaborate computer-like electronic devices
designed to be worn on a wrist. They generally incorporate timekeeping functions, but these
are only a small subset of the smartwatch's facilities.
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Today, most watches in the market that are inexpensive and medium-priced, used mainly for
timekeeping, have quartz movements. However, expensive collectible watches, valued more
for their elaborate craftsmanship, aesthetic appeal and glamorous design than for simple
timekeeping, often have traditional mechanical movements, even though they are less
accurate and more expensive than electronic ones. As of 2018, the most expensive watch ever
sold at auction is the Patek Philippe Henry Graves Supercomplication, which is the world's
most complicated mechanical watch until 1989, fetching 24 million US dollars (23,237,000
CHF) in Geneva on November 11, 2014.
Fastrack is one of the leading wrist watch brand in India, Fastrack was launched in 1998.
The brand was aimed at the youth segment (15-25 years of age). The brand was promoted
with the slogan “Cool Watches from Titan ”Fastrack has an established brand image for
quality, price and ranges of style it offers. However it is often found that customers have still
certain issues with this brand, one of the issue is that the service after sales is not good.
Customer often find it difficult to repair the watch or change the strap, dial etc. most of the
retail stores doesn„t keep spare parts reason being that Fastrack watches style changes at a
faster rate, hence customers are forced to go with domestic brands straps which doesn’t even
suit the watch. Another issue is that all varieties of the brand is not available in all retail
store, the customers are forced for online shopping to get their desired watches.Fastrack is
India‟s foremost youth accessories brand. It is sporty and coed. It believes that it is all about
range and delivers just that in almost ungodly quick cycles. The brand stays focused on its
audience and delivers what they want before they even know they want it. Fastrack is
accessible and owns the playing field. It is not cheap, just affordable.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 identity for
each brand and also helps the mother company to differentiate between the focus areas for
the different brands. Thus, in India, Titan is a company which is part of the renowned Tata
group and it has launched 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 with
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
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well as in designs 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 the watch is embedded. The dial is in the form of a bullet and the glass is which were
trendy and youthful; since then it has moved onto eyewear, bags which are again marketed in
different eye catching ways. While watches are marketed as wrist gear, sunglasses are
marketed as eye gear. The campaigns for Fastrack are loud and shocking, with taglines open
to interpretation and innovative designs in their showrooms.
DEFINITION
A watch is a time-keeping device that is worn on the wrist, typically consisting of a circular
or rectangular case that contains a mechanism for measuring and displaying the time, such as
a quartz crystal oscillator or a mechanical movement. The display may be analog, with hands
that indicate the hours, minutes, and seconds on a dial, or digital, with a numeric display or
LED lights.
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Watches can also have various additional features, such as a stopwatch, alarm, date display,
or calendar function. Some watches are designed for specific purposes, such as diving,
aviation, or military use, and may have specialized features such as water resistance, shock
resistance, or luminous dials and hands for visibility in low-light conditions.
Watches have been used for centuries as a practical and fashionable accessory, and they
continue to be a popular choice for keeping track of time in daily life, work, and leisure
activities.
Watches can be made from a variety of materials, including precious metals such as gold and
silver, as well as stainless steel, titanium, ceramic, and plastic. The straps or bands can also
be made from various materials, such as leather, rubber, fabric, or metal.
Watches can be powered by different types of energy sources. Mechanical watches rely on
the energy stored in a mainspring that is wound by hand or automatically through the
movement of the wearer's wrist. Quartz watches use a battery to power a quartz crystal
oscillator, which keeps time with a high degree of accuracy. Solar-powered watches use
photovoltaic cells to convert light into electrical energy, which is stored in a rechargeable
battery.
In addition to traditional analog and digital watches, there are also hybrid watches that
combine both types of displays, as well as smartwatches that offer additional features such as
internet connectivity, messaging, health tracking, and mobile payment capabilities.
Watches can range in price from a few dollars for a basic model to tens or even hundreds of
thousands of dollars for luxury and high-end watches. The value of a watch can depend on
factors such as the brand, materials, features, rarity, and age of the watch.
WATCH
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A watch is a portable timepiece intended to be carried or worn by a person. It is designed to
keep a consistent movement despite the motions caused by the person's activities. A
wristwatch is designed to be worn around the wrist, attached by a watch strap or other type of
bracelet, including metal bands, leather straps, or any other kind of bracelet. A pocket watch
is designed for a person to carry in a pocket, often attached to a chain.
Watches were developed in the 17th century from spring-powered clocks, which appeared as
early as the 14th century. During most of its history the watch was a mechanical device, driven
by clockwork, powered by winding a mainspring, and keeping time with an oscillating balance
wheel. These are called mechanical watches.[1][2] In the 1960s the electronic quartz watch was
invented, which was powered by a battery and kept time with a vibrating quartz crystal. By the
1980s the quartz watch had taken over most of the market from the mechanical watch.
Historically, this is called the quartz revolution (also known as quartz crisis in Switzerland).[3][4]
Developments in the 2010s include smartwatches, which are elaborate computer-like electronic
devices designed to
be worn on a wrist. They generally incorporate timekeeping functions, but these are only a
small subset of the smartwatch's facilities.
In general, modern watches often display the day, date, month, and year. For mechanical
watches, various extra features called "complications," such as moon-phase displays and the
different types of tourbillon, are sometimes included.[5] Most electronic quartz watches, on
the other hand, include time-related features such as timers, chronographs and alarm
functions. Furthermore, some modern watches (like smartwatches) even incorporate
calculators, GPS[6] and Bluetooth technology or have heart-rate monitoring capabilities, and
some of them use radio clock technology to regularly correct the time.
Analog Watches:
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These are traditional watches that use hour and minute hands to display the time on a dial.
Some analog watches may also have a seconds hand and additional features such as date
display, stopwatch, or moon phase.
Digital Watches:
These watches use digital displays, usually with LED or LCD screens, to show the time and
other functions. Digital watches can be more accurate than analog watches and often have
additional features such as alarms, timers, and backlighting.
Automatic Watches:
Also known as self-winding watches, these watches use the movement of the wearer's wrist
to wind a mainspring that powers the watch. Automatic watches do not require manual
winding and can continue to function as long as they are worn regularly.
Quartz Watches:
These watches use a battery-powered quartz crystal to keep time with high accuracy. Quartz
watches are widely available and can be more affordable than mechanical watches.
Diving Watches:
These watches are designed for use underwater and are typically water-resistant to a certain
depth. Diving watches often have features such as rotating bezels for measuring elapsed time,
luminescent hands and markers for visibility in low-light conditions, and helium release
valves for deep-sea diving.
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Pilot Watches:
Also known as aviator watches, these watches were originally designed for pilots and feature
large, easy-to-read dials, often with multiple time zones and chronograph functions. Pilot
watches may also have features such as slide rule bezels for calculating fuel consumption and
other flight-related data.
Dress Watches:
These watches are designed to be elegant and understated, with simple dials and minimal
features. Dress watches are often made from precious metals and may have leather or metal
straps.
Smartwatches:
These watches have digital displays and offer additional features such as internet
connectivity, messaging, health tracking, and mobile payment capabilities. Smartwatches can
be paired with smartphones and other devices to provide seamless integration and enhanced
functionality.
The Hip Hop range
The latest collection which is featured is the Hip Hop range. True to the flamboyant style of
the hip hop culture, the watches have distinct styles and surprise elements in their design. The
most stunning piece is the 3049YM01 for guys. This watch comes in gold or white metal and
is to be worn like a pendant on a chain around the neck. The strap is in the form of a chain
and the watch is designed like a pendant representing the male symbol.
Denim range
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The Denim collection amongst Fastrack watches are unique and are highly in demand. These
feature mostly square designs where the case may be round but the dial is square shaped. The
dial 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 Bikers collection, you would be taken aback by some of the sleek designs
that this collection has for young women. Overall, the designs are sporty and come with
round dials, leather or metal straps and are trendy and sporty in style.
The Army range
This range probably represents the most elaborate designs amongst Fastrack watches. The
straps are wide in wdesigned to camouflage the dial. The leather straps add an expensive aura
to these watches which are made for true army fans.
The other collections are all worth a look. The Color Play collection has classy designs which
flaunt square cases with bold patterned dials and have alligator skin pattern leather straps.
The Aluminum range features silvery white watches of different designs while the Basics
collection features watches in plastic and rubber.
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OBJECTIVES OF THE STDUY
 To know the socio-economic profile of the customers.
 To know the preference level and buying behavior of the customers.
 To analyse the key attributes which contribute towards the selection of wristwatch.
RECENT INNOVATION
For about two decades, the system with roots in the 1971 ordinance designed the boundaries
within which Swiss watches could be produced – and no one called the structure into question.
When the early 1990s rolled around, though, some companies and trade associations started to
seek some changes. The high precision of electronic watches made technical control obsolete.51
In this context, the 1971 regulation had lost most of its significance. Controlling the quality of
watches was no longer an issue, as an electronic watch had better precision than any mechanical
watch. Moreover, the production of pin-lever watches completely collapsed after 1975. The
Federation, representing the manufacturers of complete watches, sought the suppression of
technical control and eventually succeeded in 1991.52 The producers of external parts like cases,
however, were unable to wedge their parts into the definition of the ‘Swiss Made’ watch. Since
the mid-1990s, companies across the Swiss watch industry adopted new brand management. With
firms basing their discourse on tradition, excellence and heritage, the brand-management shift
helped recast the nature of Swiss watches in a new image, making them luxury accessories.
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Within this context, mechanical watches gained a renewed importance. Their share of the volume
of the export of watches went from 9.5% in 1990 to 19.8% in 2010, while their share of the value
of watch exports rose from 41.5% to 71.9% over the same period
Smartwatches: Smartwatches are wristwatches that have additional functionality beyond

traditional timekeeping. They often have touchscreens and can connect to the internet, send
messages, make phone calls, and track fitness data.
Hybrid watches: Hybrid watches combine traditional watch design with smartwatch features,
allowing users to track fitness data and receive notifications while maintaining a classic look.
E-ink displays: Some wristwatches are now using E-ink displays, which offer better battery life
and visibility in bright sunlight.
Wearable payment technology: Some watches now have payment technology built in, allowing
users to make contactless payments directly from their wrist.
Health monitoring features: Many new watches are now equipped with health monitoring features
such as heart rate monitoring, blood pressure monitoring, and sleep tracking.
Sustainable materials: Some watch manufacturers are now using sustainable materials such as
recycled plastic and bioplastics in their designs.
Self-winding technology: Some high-end watches are now using self-winding technology, which
uses the movement of the wearer's wrist to automatically wind the watch's mainspring,
eliminating the need for manual winding.
BENEFITS
Accountability
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The whole essence of a wristwatch, the function of it is to tell the time. There are still fields
in our industries where wearing a watch and time are extremely important. Pilots, Airline
Stewardesses, Businessmen and women, Stock Brokers, Military Men, Home Designers,
Caterers. If time is an important function of your life, then a wristwatch is something that you
will definitely need to keep you accountable.
Convenience
Now many of you may say wearing a watch is redundant. I have a smartphone. Why on earth
would I wear a watch when my phone tells me the time. But when you wear a watch and
someone wants to know the time, it’s a simple flip of your wrist. No digging in your pocket
or handbag to find your smartphone. No fingerprint scanner or code to turn your phone on.
Just turn your wrist over and bam! You know the time.
Less distraction
Wearing a watch and knowing the time is just that. Nothing more. When we grab our
smartphones, we not only see the time, but we check updates, play games, check Facebook,
take photos. We become distracted. So much so there are an abundance of articles online
about how our smartphones are actually making us less conversational one on one. Whereas
having the simplicity of a wrist watch is just for the simple function it provides. To know
what time it is and keep you on track throughout your day.
Confidence
It’s amazing how a piece of jewellery or a scarf, a tailored jacket or a fancy pair of dress
shoes help make us feel confident. Well, a wristwatch adds the same to our style. People
notice watches. I mean, I’ll be honest. I have asked people about their watches when I see a
sleek
A watch will make you feel confident and build your confidence. There’s just
something about wearing one that holds a value of importance that cannot be explained.
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It’s more important to be noticed than not noticed, and wearing a watch helps you get
noticed.
Style and build
I remember as a kid growing up my grandfather having a pocket watch. Watches aren’t

something you can just mass produce, at least not the good ones. There is a lot of
craftsmanship that goes into building a good watch. Each one unique in style and
function. Each one with a story to be told. So style and build are important when
choosing the right watch for yourself.
family treasure
This goes hand in hand with number 5 on the list. Having a beautiful wristwatch you take
pride in, even one unique in style is something that means something to everyone. He wears
his watch almost every single day. This is the type of watch he can pass down to his own kids
who may love comic book characters. Just like any family heirloom, a watch is something
that can be treasured for years to come.
STATEMENT OF PROBLEM
A watch is an important thing in our daily life. We are in an age where smart phones can
be used to view the local time as well as world timings and so the mechanical branded
watches have slowly become less of an object of function and is considered more as much
of a status symbol than as a device to tell time. The other factor to be considered the fake
watches which is more attractive with the different styles and colors with the cheap rate.
This shows that the consumer attitude in buying behavior towards brand watches has been
changed from past to the present.
Wrist watches have long been a status symbol and a reflection of personal style, but as
consumer preferences and behaviors change, the market for watches is becoming increasingly
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complex and fragmented. One issue is the rise of online shopping and the need for e-
commerce platforms to offer personalized recommendations and experiences to customers.
Another challenge is the emergence of new distribution channels, such as social media and
influencer marketing, which are disrupting traditional marketing and branding strategies.
Additionally, the demand for customization and personalization is growing, putting pressure
on manufacturers to offer more options and flexibility. Therefore, the problem statement
could be framed as: How can wrist watch manufacturers adapt to the changing consumer
landscape, leverage new technologies and distribution channels, and offer more personalized
and customized products and experiences, while maintaining their brand identity and quality
standards?
Wrist watches have been a staple accessory for generations, but they are facing a new set of
challenges in today's fast-paced and technology-driven world. One major issue is the
increasing demand for sustainable and ethical products, which has led to growing concerns
about the environmental and social impact of watch production. In addition, there is a need
for watches to be more adaptable to changing lifestyles and environments, such as outdoor
activities or professional settings. Moreover, the trend towards minimalist and functional
designs has challenged traditional watchmaking techniques, calling for innovative and
creative solutions. Therefore, the problem statement could be framed as: How can wrist
watch manufacturers balance the demand for sustainable and ethical production, adapt to
changing lifestyles and environments, and meet the expectations of consumers for minimalist
and functional designs, while maintaining the craftsmanship and heritage of traditional
watchmaking?
Despite the growing popularity of using smartphones as time-keeping devices, wrist watches
remain a popular accessory and functional tool for many individuals. However, wrist watches
also present several challenges in terms of design, functionality, and durability. Some of the
key issues include accuracy of timekeeping, water resistance, battery life, ease of use, style
and fashion trends, and affordability. Additionally, with the rise of smart watches and
wearable technology, wrist watch manufacturers face the challenge of keeping up with the
latest technological advancements while maintaining the traditional charm and appeal of
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analog timepieces. Therefore, the problem statement could be framed as: How can wrist
watch manufacturers overcome the challenges of design, functionality, and technological
innovation to meet the evolving needs and preferences of consumers in a competitive market?
LIMITATIONS
The research included primary data collection where respondents gave their opinion based on
their perception and understanding which might be bound to change with increased
knowledge of respondents and changing phase of planned changes
The information provided by respondents might be subject to bias which might influence
reliability of data and shall influence the study results.
The time selected and taken for any research is another critical aspect to bring the real facts
out of it
The results are subject to geographical location and generalization of the result may require
further research
Another obvious and huge limitation with most of the individual researcher is Resource
restriction. Resource restrictions affect both: the research as well the results. It affects the
scale of the research too. Compared to the large-scale researches, this research falls short in
terms of manpower and money involved as well as the tools of analysis are relatively less
Watches tend to be very expensive, depending on the brand. They have short battery life
and needs to be recharged often. They are not always accurate, can be easily damaged, got
out of style quickly, and become obsolete.
The most common reason a watch will stop working or need service is due to the battery.
A good rule of thumb when it comes to watch batteries is to replace them every two years.
Aquartaz watch, however, can last three years or longer because they do not have second
hands.
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Accuracy: While watches are designed to keep time, they may not be as accurate as digital
devices such as smartphones and computers.
Maintenance: Watches require regular maintenance to keep them running accurately,

which can be time-consuming and expensive.
Durability: Watches can be delicate and may not withstand harsh physical activities or
environmental conditions.
Size and weight: Watches can be bulky and heavy, which can be uncomfortable to wear
for long periods of time.
Limited features: While some watches have additional features such as alarms, timers, and
fitness tracking, they may not have as many capabilities as other devices like smartphones.
Cost: Watches can be expensive, especially if they are high-end or luxury brands, which
may not be accessible to everyone.
Style and design: Watches may not appeal to everyone's personal style or taste, which can
make them less desirable to wear.
Battery life: Watches that run on batteries need to have them replaced periodically, which
can be inconvenient and costly.
Limited functionality: Some watches may only have basic timekeeping functions, which
can be limiting for those who need more advanced features such as GPS or internet
connectivity.
Compatibility: Watches may not be compatible with other devices or software, which can
make it difficult to sync data or integrate them into a larger technology ecosystem.
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Accessibility: Watches may not be accessible to everyone, particularly those with visual
impairments or mobility issues.
Security: Watches can be lost or stolen, which can compromise personal data or valuable
timepieces.
Cultural relevance: In some cultures or communities, watches may not be considered

fashionable or relevant, which can impact their overall appeal and use.
It's important to note that while there are limitations associated with watches, they still
serve as an important tool for many individuals in their daily lives, whether for practical or
aesthetic reasons.
CHAPTALIZATION SCHEME
Chapter 1. Introduction.
This chapter covers the history, introduction, definition, objective of the study, scope of the
study, recent innovations, recent trends, benefits, statement of the problem, limitations and
chaptalization schemes.
Chapter 2. Review of literature.
This chapter contains the review of literature of the study which reviews a few study that
have been conducted for similar topics.
Chapter 3. Chapter 3 Research methodology
It includes the methodology implemented, research design, sources of collecting data, types
of data, sampling technique, sample size, and statistical tool used
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Chapter 4. Data analysis and interpretation
It includes the type of data been used and the result from the respondents collected from
google forms
Chapter 5 Findings, suggestions and conclusion
It includes the findings made out of the data and the suggestions made out of the analysis and
conclusion.
"Chaptalization Scheme" more broadly to mean a systematic plan or strategy for improving
the quality or performance of wrist watches, then there are various approaches that can be
taken.
Materials and components: Selecting high-quality materials and components can improve the
accuracy, durability, and overall performance of wrist watches. This includes using materials
such as sapphire crystal for the watch face, high-grade stainless steel or titanium for the case,
and reliable movements from trusted manufacturers.
Design and functionality: Creating a design that is both aesthetically pleasing and functional
can enhance the appeal of wrist watches. This includes features such as water resistance,
scratch resistance, luminous hands and markers, and complications such as chronographs,
moon phases, and tourbillons.
Innovation and technology: Incorporating new technologies and innovations can differentiate
wrist watches from competitors and offer new benefits to consumers. This includes features
such as GPS tracking, Bluetooth connectivity, fitness tracking, and smartwatch capabilities.
Marketing and branding: Developing a strong brand identity and effective marketing strategy
can help wrist watch manufacturers stand out in a crowded market. This includes creating
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compelling brand stories, leveraging social media and influencer marketing, and offering
personalized customer experiences.
Overall, a successful Chaptalization Scheme for wrist watches would involve a

comprehensive approach that considers all aspects of the product, from materials and design
to functionality and marketing.
23
CHAPTER - II
REVIEW OF LITERATURE
24
Ge Chen 2023
Design style may influence time-reading efficiency and user buying preference. To determine
the relationship between wristwatch legibility and user buying preference, we performed an
eye movement experiment on four types of wristwatches. We recorded the total fixation
duration and frequency of incorrect time reports. Participants were invited to tell the precise
time and rank the legibility of each wristwatch and their buying preference. Results showed
the total fixation duration of the four types of wristwatches was significantly different.
Similar results were found for the legibility scores, the error frequency of time reports and the
buying preference scores. We found the legibility score was negatively correlated with total
fixation duration and error frequency but positively with the buying preference score. These
results demonstrated that legibility should be prioritized when designing wristwatches, and
better legibility leads to greater popularity. This research elucidates the importance of watch
design, especially for wristwatch designers.
Monti Saha, Neha Jain 2022
25
The paper taken into concern is a descriptive study of consumers’ and Dealers’ preference
towards branded watches in Upper Assam. This study is an analysis of the availability of
various brands of the wrist watches, preferences of consumers and dealers, their satisfaction
level and also on the profit margin of various brands of watches. The objective of the study is
to bring about an analytical conclusion on the preferences of the Dealers and consumers
based on the above-mentioned factors. Hence the importance of conducting this research has
been realized. Both primary and secondary data has been used for the study. Census sampling
has been used to select the sample from the population of Dealers. The secondary data has
been collected from internet, government websites etc. A structured questionnaire is used to
gauge the relevant information in achieving the proposed objectives of the study. The
questionnaire is administered using Google form as well as face to face interview.
Dr. Yashoda Durge 2022
The wrist watch market in India was valued at INR 94.55 Bn in 2018, and is expected to
reach INR 192.74 Bn by 2024, expanding at a compound annual growth rate (CAGR) of
~13.21%, during the forecast period (2019-2024). This segment accounts for around 80% of
the Indian timepiece market according to the Wrist Watch Market in India 2019 report.
Smartwatches and premium watches have witnessed significant growth in demand and
popularity and have helped grow the wrist watch market. Consumer spending is increasing
and the retail landscape is changing with an increase in ecommerce sales. There is an
increasing demand coming from fitness, sports and health-conscious consumers. Between the
period September through December 2021, an online survey was conducted which consisted
of total of n=2938 respondents with the specific objective of understanding the market
characteristics through customer profiling of the users of the wrist watch product category.
The aim was to determine consumer's preferences, by demographic profiling, towards the
wristwatch product category. Customer profiling i.e., Gender, Age, Pin code, Occupation,
Incomes, Family Size, Type of Wrist Watch, Occasions, Number of Watches Owned, Price,
and Reasons for owning wristwatches were studied.
Dr. Rahela Tabassum, Dr. Shehbaz Ahmed, Mohd Rizwan 2022
26
The Research paper aims to study the Customer’s perception about the attributes of
smartwatch brands and their effect on customer satisfaction using Kano Analysis. It uses the
KANO Model to find out the product attribute of a smartwatch that attains a high level of
customer satisfaction. The study aims to find out whether there is any difference in customer
satisfaction towards Noise, Boat and Fire-Boltt smartwatch brands. The paper opted for an
exploratory and descriptive study. The primary data were collected through two
questionnaires. The first questionnaire was used to find out the level of satisfaction of
customers for different features of smart watches.The data were collected from 150
respondents.The first part of the questionnaire comprises questions pertaining to demographic
characteristics of customers and the second part of the questionnaire consists of questions in
pairs related to Kano Model. The second questionnaire was used for studying the difference
in customer satisfaction towards the three brands of smartwatches (Noise, Boat, Fire-Boltt).
The paper provides insight into the customer satisfaction for different attributes of
smartwatches. Attributes such as Water resistance, Magnetic charging, Battery life, Screen
size, Voice controller facility, and Heart rate monitor make up the “Attractive category”. The
presence of this will increase the level of satisfaction and its absence will lead to an increase
in the level of dissatisfaction. In order to have a competitive edge the marketers need to give
importance to customers preference and their level of satisfaction.The research paper
provides some insights as to how the customers’ satisfaction can be measured and the
preferred choice of customer can be identified. The above two aspects are important in
product designing, so that the R&D can come with attributes that are interesting to
customers.The level of satisfaction depends on the various product attributes.The present
paper provides a deep understanding to the marketers about customer delight and customer
dissatisfaction. The research has been conducted to study the consumer's perception about the
attributes of smartwatch brands and their effect on customer satisfaction. The Kano model
has been used to find out the right desirable and necessary features in a Smartwatch.
Additionally, the kano model has not been used for understanding the growing Indian
smartwatch market.
Dr. S. Gokula Krishnan 2021
27
Buying behavior and spending pattern are highly influenced by mood of the customer in
general. Mood shapes person’s attention, choices of the product and purchasing decision
though the life span of mood is short. Organizations must find out means and measures to
trigger customers’ mood into positive that in turn will induce them to buy the product. This
article focuses on gender-based mood analysis on purchase of wrist watches. The researcher
has adopted structured questionnaire to get the primary responses from the respondent to
study how far mood varies among the genders on purchase of wrist watches and researcher
has made framework to highlight the order of the measures / attributes to be followed to
trigger the customers’ mood. The researcher has applied descriptive statistics to present the
key aspects of mood of the respondents and applied ranking method to identify the attribute
that trigger the mood of the potential customers. It is concluded that the attribute of
demonstration of wrist watches features in specific to men and women, building a community
group and attribute of need, elite and self-esteem, sense of accomplishment, aspiration, and
marketing communication tactics are some of the significant attributes that trigger the
customers to buy wrist watches from highest order to lowest orde
Mark W. Burris b, Samuel Labi a, Kumares C. Sinha a 2020
Given many known and unknown uncertainties, it is hard to forecast reliably the mode
choices, expected to prevail with autonomous vehicle (AV) technology; however, the key to
getting some idea lies in understanding the preferences of end users. In this vein, a random
parameters logit model is employed to study the consumers’ preferences in small- and
medium-sized metropolitan areas, based on their travel behavior and household
characteristics, socio-demographic features, awareness about AV technology and new travel
choices, psychological factors, and built environment features. Most of the past studies
hypothesize that due to a wide range of anticipated benefits, there would be increased use of
AVs especially as a shared service where multiple travelers use the same AV concomitantly.
However, the results from this study do not support the hypothesis that vehicle ownership
28
will be an obsolete model at least during the early phase of transitioning to the self-driving
era (when roads are expected to contain vehicles with and without human drivers). The
findings of this study reveal key factors influencing consumer preferences and offer
important insights to technology developers and service providers in understanding the ways
consumers would like to use this technology and hence, defining the business model.
Dr. A. Meenakshi 2020
Consumers nowadays are looking for convenience. Apps have made it easier for individuals
to seek for their favorite movies and music since it is all only a few clicks. They prefer to
watch movies on their mobile phones rather than together as a family, and this trend is
spreading. Online video streaming service providers like Netflix, Amazon Prime, etc., are
able to meet these types of personal requirements. As for online streaming services, Amazon
Prime is the most popular in India. In the wake of Netflix's entry into the market, Amazon
Prime has grown to over 40 million customers globally. To better understand how people in
Chennai feel about the Amazon Prime platform, we have conducted this survey. The research
also aims to determine the elements that influence customers' choice of Amazon Prime
platform and their degree of satisfaction with the services of Amazon Prime platform.
Tariq Usman Saeed 2020
Given many known and unknown uncertainties, it is hard to forecast reliably the mode
choices, expected to prevail with autonomous vehicle (AV) technology; however, the key to
getting some idea lies in understanding the preferences of end users. In this vein, a random
parameters logit model is employed to study the consumers’ preferences in small- and
medium-sized metropolitan areas, based on their travel behavior and household
characteristics, socio-demographic features, awareness about AV technology and new travel
choices, psychological factors, and built environment features. Most of the past studies
hypothesize that due to a wide range of anticipated benefits, there would be increased use of
AVs especially as a shared service where multiple travelers use the same AV concomitantly.
However, the results from this study do not support the hypothesis that vehicle ownership
29
will be an obsolete model at least during the early phase of transitioning to the self-driving
era (when roads are expected to contain vehicles with and without human drivers). The
findings of this study reveal key factors influencing consumer preferences and offer
important insights to technology developers and service providers in understanding the ways
consumers would like to use this technology and hence, defining the business model.
Gülçin Büyüközkan 2020
Many organizations use wearable devices to increase their operational efficiency and
strengthen their competitive advantage. In such decisions, managers can find it difficult to
select the right device for their company. To address the Smart Watch (SW) selection
problem, this article introduces an assessment framework established on a Hesitant Fuzzy
Linguistic (HFL) Multi-Criteria Decision-Making technique to collectively consider
parameters affecting the eventual decision. Hesitant Fuzzy Linguistic Term Sets (HFLTS) are
utilized to integrate choices of decision makers into the decision-making procedure, where
their thoughts and ideas about a decision problem can be of an uncertain nature, making it
hard to express their assessments with crisp numbers. The proposed method handles the
partiality in decision-making processes with a Group Decision Making (GDM) approach.
This paper first showcases an integrated HFL Simple Additive Weighting (SAW)-HFL
Additive Ratio ASsessment (ARAS) method. The framework’s functionality is then
illustrated in a case study about SW assessment. The originality of the paper is based on its
evaluation framework using an integrated SAW-ARAS approach in the hesitant fuzzy
environment, its research method and case application in the logistics sector. This approach
can guide managers and practitioners for an effective SW selection process.
Joachim Globisch 2019
30
The lack of public charging infrastructure is often referred to as an important barrier to the
diffusion of electric vehicles. As the construction of charging stations is a costly endeavour,
the question arises as to how maximum benefit for potential users can be achieved with
limited resources. Therefore, our analysis deals with the factors that influence the
attractiveness of public charging infrastructure from the perspective of potential users. Our
analysis is based on the assessments of 1003 German car drivers on possible future charging
infrastructure systems with different configurations regarding spatial coverage, charging
duration and usage costs. We examined the preferences with regard to these features using a
rating-based conjoint analysis. We also looked into the question of whether groups of car
drivers can be identified that are characterised by specific preference constellations with
regard to these features. Our key finding is that the majority of car drivers are unwilling to
pay a basic fee for the possibility of using public charging infrastructure. Nevertheless, there
are subgroups that value the public charging infrastructure more than other car drivers. In
addition to implications for possible business models, this result indicates that public
charging infrastructure could be important for attracting other target groups to electromobility
besides classic early adopters of electric vehicles. Furthermore, our analysis shows that the
charging duration at charging stations in cities and along the highway has a strong influence
on the evaluation of the public charging infrastructure. The spatial coverage with charging
stations in cities and along the highway, on the other hand, has a weaker influence. A central
conclusion from this is that the existence of fast-charging stations should be prioritized over a
close-meshed coverage with charging points when the charging infrastructure is expanded.
Wei Shao, Debra Grace, Mitchell Ross 2019
Despite the growth of luxury markets during the last decade, luxury brand management is
facing tremendous changes and challenges. In previous research, the focus has largely been
on the appeal of luxury brands to represent status and prestige. However, this study argues
that luxury consumption is highly individualistic and is a means through which consumers
pursue personal goals.
31
Belinda Wheaton 2019
The ageing demographics of Olympic viewers is a key concern for the International Olympic
Committee. The inclusion of action sports into the Olympic programmes has been a key
strategy to try and connect with youth consumers, most recently through the inclusion of
skateboarding, surfing, and sport climbing into the Tokyo 2020 summer games. Drawing on a
questionnaire distributed online in nine languages, and contextualized with analysis of the
action sport media, our research explores international and multigenerational action sport
consumers’ sport viewing preferences and attitudes to the Olympic inclusion of action sports.
Our findings suggest that action sport participants across different countries, ages, and
genders are avid consumers of action sport media but also keen consumers of the Olympics.
The majority of survey participants were enthusiastic about the inclusion of action sports (and
particularly skateboarding) into the Olympic Games, although there were important trends
across nationalities and ages. Nonetheless, reflecting debates in the subcultural media,
participants also have concerns about the processes and politics of action sports inclusion.
Action sports may well provide the International Olympic Committee with new lucrative
markets, but to maximise the engagement of complex intergenerational audiences, their
viewing preferences will need continued attention and understanding.
Manasi Prasad Kabade 2019
the focus of the present study is to gain knowledge about the different types of smartwatches
with the help detailed mind and mood analysis of the consumers based on the factors
influencing the consumers to prefer the Apple brand including the social and cultural factors
and the problems faced by them on using other brands. Mind and mood analysis of the
consumers included the understanding of social and cultural complexities during the process
of buying the product and the post-purchase behavior. The process of buying a smartwatch
started form exposure to a stimulus depending on the need and wants of the consumers and
the attention was drawn. The learning process of the consumers about the brand or the
product which later creating a perception in their minds, developing positive or negative
attitude, resulting in a conative behavior, eventually resulting in the purchase of the product
32
and may also result in the repeat purchase, leading to a habit formation, which later reinforce
in brand preference, resulting in brand loyalty.
Richie L. Liu 2018
Previous research on self-brand connections has not considered the inclusion of brand
categories (e.g., national and private brands). The current work examines consumers’
preference for national and private brands and their tendency to include brands as part of their
self-concept (measured by the brand engagement in the self-concept (BESC) scale and
manipulated using a tagline). Study 1 revealed higher BESC consumers to prefer national (vs.
private) brands. Study 2 identified a boundary condition for our initial study by
demonstrating consumers higher in BESC to prefer national brands (relative to private
brands) less when presented a self-concept threat. Additionally, results showed lower BESC
consumers deferring to national (vs. private) brands when facing a self-concept threat.
Finally, Study 3 results were consistent with Study 2 findings when brand engagement was
manipulated (vs. measured). Our work suggests that when a self-concept threat unrelated to
the branded self is presented, the central importance of brands, for those consumers more
highly engaged with brands, will decrease to the point of impacting preferences.
Gunmala Suri 2018
With over a 210 million registered mobile phone users, India is one of the fastest growing
mobile phone markets in India with almost 6.5 million users are being per month. According
to TRAI statistics, almost 40% of India's population will be mobile savvy by the end of 2010.
Nokia dominates this market thanks to an early first mover advantage, with a presence in over
79000 retail outlets (both organized & unorganized).On the other hand, the Watch industry
especially in the "wrist watch" category has reached the early stage of maturity in the product
life cycle. The Indian watch market is estimated at 25 million units annually with 12 million
falling in the organized sector, valued at approximately Rs 1,000 crore. Since 2001, there has
been a 5% decline in the sales of wrist watches every year where as the mobile phones
33
market has been on a considerable rise.With the proliferation of mobile phones in different
consumer segments, a major challenge facing the watch industry is to identify and tackle the
key drivers that are causing mobile phones to be looked at as substitutes for watches.The
objective of this study lies in understanding the usage patterns for watches and cell phones
among youth in the Chandigarh smart city. The study is done on a sample of200 young
residents of Chandigarh and a self administered questionnaire is distributed and findings are
sought.
Z. G. Tian 2018
Affective design has received more and more attention. Kansei engineering is widely used to
transform consumers’ affective needs into product design. Yet many previous studies used
questionnaire survey to obtain consumers’ affective responses, which is usually in a small
scale, not updated, time-consuming and labour-intensive. The life cycle of a product is
getting shorter and shorter, social trends are changing unconsciously, which results in the
change of consumers’ affective responses as well. Therefore, it’s necessary to develop an
approach for collecting consumers’ affective responses extensively, dynamically and
automatically. In this paper, a machine learning-based affective design dynamic mapping
approach (MLADM) is proposed to overcome those challenges. It collects consumers’
affective responses extensively. Besides, the collection process is continuous because new
users can express their affective responses through online questionnaire. The products
information is captured from online shopping websites and the products’ features and images
are extracted to generate questionnaire automatically. The data obtained are utilised to
establish the relationship between design elements and consumers’ affective responses. Four
machine learning algorithms are used to model the relationship between design elements and
consumers’ affective responses. A case study of smart watch is conducted to illustrate the
proposed approach and validate its effectiveness.
John T. Brookes and Martin K. Purvis (2017)
34
This literature review explores the history and evolution of wristwatches, from their origins
as a practical tool for soldiers and explorers to their current status as a fashion accessory and
collector's item. The authors examine the cultural and social significance of watches, as well
as the technological innovations that have contributed to their development, such as the
quartz movement, digital displays, and smartwatch capabilities.
Economic Times, (10 march 2012)
Titan's play in the lifestyle category is similar to what US watch and accessory brand Fossil
did diversifying into eyewear, handbags, jewellery, shoes and apparel (in some geographies).
TitanIndustries, which started as a watch brand in 1984, is taking a fresh gambleto turn into a
fullscale lifestyle company. The firm's youth brand Fastrack will drive this transformation, an
effort partly to ensure that the parent brand Titan is shielded from any risk. Fastrack is
already into watches and eyewear, and now it is looking at categories like bicycles, helmets,
shoes and apparel.
Beneke.J, Hayworth.C, Hobson, R and Mia, Z (2012)
Examining the effect of retail service quality dimensions on customer satisfaction and
loyalty: The case of the supermarket shopper. School of Management Studies, Faculty of
Commerce, University of Cape Town, Act Commerce.
Miles, G., & Cannon. (2011)
Linking servicesape to customer satisfaction: exploring the role of competitive strategy,

International journal of operation and production management.
Angelova.B (2011)
Measuring customer satisfaction with service quality using American customer satisfaction
model (ACSI Model International Journal of Academic Research in Business and Social
Sciences.
35
Lin, G. T. R., and Sun, C. C. (2009).
Factors influencing satisfaction and loyalty in online shopping: an integrated model.
Gobiraj, V(2008).
(Customer Satisfaction and Customer Loyalty: A case study of retail super markets in United
Kingdom (UK).
Vecchio Del Devonetal (2006)
Report the results of the study,which examined the effect of sales promotion on brand
preference through Meta analysis. Results of 51 studies had been integrated. As per the study
sales promotions do not affect post promotion brand preferences in general. But depending
upon characteristics of sales promotion and the promoted product, promotion can either
increase or decrease preference for a brand.
Laroche Micheletal (2005)
Studied the effect of coupons on consumer's brand categorisation and choice process using
fast-food restaurants in China. Results suggest that there are both direct and crossadvertising
effects i.e., the presence of a coupon for a focal brand has an impact on consumer's attitudes
and intentions towards that brand.
Kumar V and Swaminathan Srinivasan (2005)
Studied the impact of coupons on brand sale and how that impact decays over the life of the
coupon. The authors use an econometric model to demonstrate the coupon effect in terms of
36
equivalent price reduction, account for coupon effect over time, allow inference of coupon
effects when retailers decide to double or triple the coupon value and provide both self-
coupon and cross-coupon elasticities at different levels of aggregation. Results indicate that
the effect of doubling the face value of coupon result in more than a proportionate increase in
elasticity and both self and cross- coupon elasticities are much smaller in magnitude than the
average self-cross price elasticity.
Ndubisi Oly Nelson and Moi Tung Chiew (2005)
In their study evaluated the impact of sales promotional tools, namely coupon, price discount,
free sample, bonus pack, and in-store display, on product trial and repurchase behaviour of
consumers. The moderation role of fear of losing face on the relationship between the sales
promotional tools and product trial was also examined. The results of study show that price
discounts, fiee samples, bonus packs, and in-store display are associated with product trial.
Coupon does not have any significant effect on product trial. Trial determines repurchase
behaviour and also mediates in the relationship between sales promotions and repurchase.
Fear of losing face significantly moderates the relationship between in-store display and
product trial.
David S Landes; Revolution in time, (2004)
.World of time keeping in general and mechanical watches in particular is a fascinating and
complex field. Highly complex micro-mechanical systems, the history of development of
movements and design trends and political and personal intrigues of industry provide for
interesting reading and endless opportunity for research.
Peter Bron; (2004)
37
Wrist watch annual, Every year hundreds of wrist watches are introduced. Some features
innovative designs or mechanical improvements and others available only in limited editions,
keeping the field interesting for collectors.
Turel and Serenko (2004)
studied validation of American Customer Satisfaction Model in mobile telecommunication

sector and found that there is a positive association between perceived customer expectations,
perceived quality, value and satisfaction and a negative link between satisfaction and
customer complaints.
Ching-chow Yang (2003)
Started that customer satisfaction measurement highlights the strength and the area of
improvement in the quality of product. 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 actions, the enterprise can increase customer satisfaction and raise
profit.
Times magazine, (March 2001)Extraordinarily innovative technology coupled with a fresh

sense of style in the Titan Fastrack watches became an instant rage especially with youths. In
the Titan portfolio it is believed to contribute a 4% value. Significant rise in Titan Fastrack
watches sales has subsequently compelled Titan to establish it as a separate brand. More than
a need, wristwatch has now become a fashion statement among the youth. They don„t
consider the Fastrack brand as cheap but affordable. Titan has made a mark in television
promotions, too, where its advertisementshave been noticed for the music tracks used in
them. In 1991, Titan created three promotional flims to develop the gifting„ marketWatches
had always been a great gift favourite, but Titan was convinced that much of the segments
potentially untapped.
Terblanche&Boshoff (2001) assessed the influence of certain factors on custom‟esr level of

satisfaction in their study. It has been found that service quality, product quality and product
varieties are the three dimensions that influence customer satisfaction.
38
Pothas et al (2001) proposed an unconventional way of monitoring customer satisfaction
based upon promoting the expressing of customer perceptions from the frame of reference of
the customers, not from the frame of reference of the investigator.
CHAPTER 3
RESEARCH METHODOLODY
39
METHODOLODY IMPLEMENTED: Once the problem has been carefully defined, the
researcher needs to establish the plan that will outline the investigation to be carried out. The
research design indicates the steps that have been taken and in what sequence they occurred.
It is a systematic and purposive Investigation of facts with an objective of understanding the
customer satisfaction for Fastrack watches. The methodology that will be applied by the
study has been chosen in order to acquire information and deduce conclusions about the
“Customer satisfaction for Fastrack watches”. The mainpurposes of this study is to obtain an
insight into the problems faced by the Fastrack watches customers in order to propose further
recommendations for better customer satisfaction.
RESEARCH DESIGN:
40
Research design is the arrangement of conditions for collection and analyze of data in a
systematic manner that aims to combine relevance to research purpose with economy in
procedure. The research study applied here is purely descriptive.
TYPES OF DATA
PRIMARY DATA
These are the data that are collected for the first time by an investigator for a specific
purpose. Primary data are often referred as pure in the sense that no statistical operations have
been performed on them and they are original. The data used for the purpose of this research
was collected for the first time from the respondents using online questionnaire. The
participants took part on a voluntary participation in filling the questionnaires.
SECONDARY DATA
Secondary data means data collected by someone else earlier. Surveys, observations,
experiments, questionaries, personal interview etc. Government publications, websites,
books, journal articles, internal records etc. Always specific to the researcher’s needs. For the
purpose of briefly explaining the details of the total sample population under the study census
data from various sources were used.
SAMPLING TECHNIQUE:
The simple random sampling method was used for the primary data collection. Simple
random sampling is the basic sampling technique where we select a group of subjects (a
sample) for study from a larger group (a population). Each individual is chosen entirely by
chance and each member of the population has an equal chance of being included in the
sample. Every possible sample of a given size has the same chance of selection; i.e. each
member of the population is equally to be chosen stage in the sampling process
SOURCES OF COLLECTING DATA

The data have been grouped into two main categories - primary and secondary data. The
secondary data have been compiled from newspaper, journals, magazines, and web links and
41
also research papers. The primary data have been collected through exploratory research –
Questionnaire with user and non-user of mobile banking basically Businessmen, servicemen,
professionals, students, etc.
STATISTICAL TOOLS
After the collection of the relevant data through questionnaires and secondary sources,
different types of statistical techniques have been used to analyze the data in this study. The
data has been analyzed using Statistical Package of Social Sciences. The data has been
presented and analyzed in the form of tables, charts, using the following statistical tools:
Percentage analysis:
Percentage analysis is used normally in all the study as a basic tool. This tool is very simple
and one of the best tool foe research study. It is used for making comparison between two or
more series of data. It also guides know the relationship at the same time it helps in knowing
the relative difference in distribution of two or more of data.
Percentage= (number of response / total number of respodents)
SAMPLING TECHNIQUES
Sampling is the selection of a subset of the population of interest in a research study. In the
vast majority of research endeavors, the participation of an entire population of interest is not
possible, so a smaller group is ruled upon for data collection. For reliable analysis the
sampling technique that was adopted was convenience sampling which is categorized under
non-probability sampling methods.
NON-PROBABILITY SAMPLING
Non-probability sampling is a method of selecting units from a population using a subjective
method. Since non-probability sampling does not require a complete survey frame, it is a fast
and inexpensive way of obtaining data.
As the research is based on the to the consumer awareness and usage of E-Banking of Indian
bank that more specifically deals with the southern region of Chennai district where the target
42
population is vast in general, the non-probability sampling method was adopted to justify the
objectives of the study.
CONVENIENCE SAMPLING
Convenience sampling is a non-probability sampling method where units are selected for
inclusion in the sample because they are the easiest for the researcher to access. This can be
due to geographical proximity, availability at a given time, or willingness to participate in the
research.
The target population of the study was found to be extensive and hence the method of
convenience sampling was used by the researcher.
SAMPLE SIZE
110 respondents are chosen as a sample size for the study
STATISTICAL TOOLS
PERCENTAGE ANALYSIS
A percentile is the value in a data distribution below which a given percentage of values falls.
There are a number of different ways to calculate percentiles in SPSS, and also a number of
different formulae. This research used the Frequencies option, which calculates percentiles
using a weighted average formula. consumer awareness and usage of e-banking
CHI-SQUARED TEST
A chi-squared test is a statistical hypothesis test used in the analysis of contingency tables
when the sample sizes are large. In simpler terms, this test is primarily used to examine
whether two categorical variables are independent in influencing the test statistic. The
research uses consumer awareness and usage of e-banking as variables for the te
43
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
44
GENDER
Frequenc Valid Cumulative
y Percent Percent Percent
Valid male 42 38.5 38.5 38.5
female 67 61.5 61.5 100.0
Total 109 100.0 100.0
INTERPRETATION:
 Out of 109 respondent
 61.5% are female
 38.5% are male.
45
AGE
Valid 15-20 33 30.3 30.3 30.3
21-25 37 33.9 33.9 64.2
26-30 39 35.8 35.8 100.0
Total 109 100.0 100.0
INTERPRETATION:
Out of 109 respondent
30.3% are from 15-20 years,
33.9% are from 21-25 years
35.8% are from 26-30 years.
46
MARTIAL STATUS
Valid single 53 48.6 48.6 48.6
married 56 51.4 51.4 100.0
Total 109 100.0 100.0
INTERPRETATION:
51.4% of them are married
48.6% of them are single.
47
OCCUPATION
Valid government 21 19.3 19.3 19.3
employee
private employee 36 33.0 33.0 52.3
self employee 23 21.1 21.1 73.4
student 29 26.6 26.6 100.0
Total 109 100.0 100.0
INTERPRETATION: Out of 109 respondent

33.0 private employee,
26.6 are student
21.1are self employee
19.3 government employe
48
INCOME
Valid BELOW 28 25.7 25.7 25.7
10000
11000-20000 26 23.9 23.9 49.5
21000-30000 32 29.4 29.4 78.9
ABOVE 23 21.1 21.1 100.0
31000
Total 109 100.0 100.0
INTERPRETATION:
25.7% gets below 10000 and
23.9% gets 11000-20000
29.4% gets 21000-30000
21% are gets above 31000
49
WHAT KIND OF STRAPS DO YOU PREFER
Valid LEATHE 30 27.5 27.5 27.5
R
PLASTIC 41 37.6 37.6 65.1
METAL 38 34.9 34.9 100.0
Total 109 100.0 100.0
INTERPRETATION:
27.5% chose leather
37.6% chose plastic
34.9% chose me
50
THE KIND OF WARRENTY YOU EXPECT
Cumulative
Frequency Percent Valid Percent Percent
Valid 1 YEAR 21 19.3 19.3 19.3
2 YEAR 23 21.1 21.1 40.4
3 YEAR 11 10.1 10.1 50.5
4 YEAR 19 17.4 17.4 67.9
5 YEAR 35 32.1 32.1 100.0
Total 109 100.0 100.0
INTERPRETATION:
 19.3% have chose 1year
 21.1% have chose 2years
 10.1% have chose3years
51
WHAT IS YOUR OPTION ABOUT THE WATCH YOU OWN
Valid DIGITAL 58 53.2 53.2 53.2
ANALO 51 46.8 46.8 100.0
G
Total 109 100.0 100.0
INTERPRETATION:
 53.2% have chose digital
 46.8% have chose analog
52
WHAT IS THE PRICE RANGE YOU WOULD PREFER
Valid BELOW 500 15 13.8 13.8 13.8
501-1000 20 18.3 18.3 32.1
1001-1500 32 29.4 29.4 61.5
1501-2500 23 21.1 21.1 82.6
ABOVE- 19 17.4 17.4 100.0
2500
Total 109 100.0 100.0
INTERPRETATION:
 13.8% chose below 500
 18.3% are chose 501-1000
 29.4% chose1001-15002
 1.1% achose1501-2500
 17.4 chose above 2500.
53
REASON YOU WERE THE WATCH
Valid STATUS 26 23.9 23.9 23.9
SYMBOL
FASHION 22 20.2 20.2 44.0
CASUAL 15 13.8 13.8 57.8
FOR SPORTS 30 27.5 27.5 85.3
OTHERS 16 14.7 14.7 100.0
Total 109 100.0 100.0
INTERPRETATION: Out of 109 respondent 23.9% wear the watch for status symbol 20.2%
wear the watch for fashion and 13.8% wear for casual
27.5 wear for sports and 14.7 choose others.
54
TITAN BRANDS LIKE RADO,SONATA ETC ONLY DIFFER IN A
PRICE RANGE
Valid STRONGLY AGREE 29 26.6 26.6 26.6
AGREE 17 15.6 15.6 42.2
DISAGREE 30 27.5 27.5 69.7
STRONGLY 33 30.3 30.3 100.0
DISAGREE
Total 109 100.0 100.0
INTERPRETATION:
 26.6% of respondents strongly agree
 15.6 agree behalf off other brand
 27.5 respondents are disagree
 30.3% strongly disagree
55
WHAT SYSTEM OF NUMERICALS DO YOU PREFER IN WATCH
Valid ROMAN 51 46.8 46.8 46.8
NUMERALS
ARABIC 58 53.2 53.2 100.0
NUMERALS
Total 109 100.0 100.0
INTERPRETATION:
 Out of 109respondent 46.8% have chose the roman numerals
 53.2% have chose the Arabic numerals.
56
WILL YOU SUGGEST YOUR FRIENDS TO BUY
FASTRACK WATCH
Valid yes 40 36.7 36.7 36.7
no 36 33.0 33.0 69.7
maybe 33 30.3 30.3 100.0
Total 109 100.0 100.0
INTERPRETATION:
 36.7% have said Yes
 33.0% said No
 30.3% said Maybe.
DO YOU OWN FAST TRACT WATCHES

Valid yes 55 50.5 50.5 50.5
no 54 49.5 49.5 100.0
Total 109 100.0 100.0
57
INTERPRETATION:
 49.5% chose No
 50.5% chose YES
58
REASON FOR SELECTING FASTRACK WATCHES
Valid BRAND VALUE 35 32.1 32.1 32.1
STYLE 31 28.4 28.4 60.6
PRESTIGE 43 39.4 39.4 100.0
SYMBOL
Total 109 100.0 100.0
INTERPRETATION:
 28.4% have chose style, 32.1% have choosed brand value
 39.4% have chose prestige symbol
59
HOW DO YOU COME TO KNOW ABOUT THE BRAND
Valid ADS 31 28.4 28.4 28.4
SOCIAL 31 28.4 28.4 56.9
NETWORK
FAMILY 47 43.1 43.1 100.0
Total 109 100.0 100.0
INTERPRETATION:
 28.4% said social network
 28.4% and 43.1% said family
60
HOW LONG HAVE YOU BEEN USING FASTRACK WATCHES
Valid 0-6 MONTHS 40 36.7 36.7 36.7
6-12 MONTHS 38 34.9 34.9 71.6
12-18 31 28.4 28.4 100.0
MONTHS
Total 109 100.0 100.0
INTERPRETATION:
 34.9% used it for a time span of 6-12 months
 36.7% used them for a time span of 0-6months
 28.4% used them for a time span of 12-18months.
61
IS FASTRACK WATCHES AFFORDABLE
Valid AGREE 31 28.4 28.4 28.4
NEUTRAL 37 33.9 33.9 62.4
DISAGRE 41 37.6 37.6 100.0
E
Total 109 100.0 100.0
INTERPRETATION:
 33.9% chose neutral
 28.4% chose agree,
 37.6% chose disagree.
62
HOW MANY TIMES YOU WENT TO REPAIR THE
WATCHES
Valid NEVER 52 47.7 47.7 47.7
ONE 57 52.3 52.3 100.0
TIME
Total 109 100.0 100.0
INTERPRETATION:
 52.3% chose one time
 47.7% chose two time, 23.75%.
63
copmared to other brand fastrack is
Valid MUCH BETTER 51 46.8 46.8 46.8
SOMEWHAT 58 53.2 53.2 100.0
BETTER
Total 109 100.0 100.0
INTERPRETATION:
 53.2% chose somewhat better
 46.8% chose much better.
64
CHAPTER 5
FINDINGS AND SUGGESTION
65
FINDINGS AND SUGGESTION
1. Majority of respondents are aware about the various range of products provided by
Fastrack watches through advertisements„.
2. Majority of the respondents agreed Fastrack watches and other Titan brands only differ
in price range
3. Majority of the respondents felt that Fastrack watches are good than its competitors
4. Majority of the respondents used the Fastrack watches for more than 1 year.
5. Majority of the respondents agreed that Fastrack watches are affordable.
6. Most of the customers felt that customer service personnel has good knowledge about
the product.
7. Majority of customers are not satisfied with general behavior of customer service
personnel because the product range of Fastrack is vast and it is difficult for the service
personnel to give proper service aids to Fastrack watches.
8. Majority of customers use Fastrack watches only, this shows that loyalty of customers
enjoyed by company. This strong customer loyalty is laying an effective foundation for
Fastrack watches.
9. Most of customers are not satisfied with Fastrack„s customers„ enquiry, so Fastrack
should give proper knowledge & awareness to their staff regarding their products &
services so they can give sufficient clarification for all queries that arise from
customers.
10. Most of respondents are demanded that Fastrack should better its customer care with
more pleasing nature, willing to help them etc in order to attain the customer
satisfaction.
66
11. Majority of customers are satisfied with product range of bank. It will help the brand to
establish new leads & to have new customers with reference to their existing
customers.
12. Majority of customers disagree the fact that they will purchase rival brand, it show the
Fastrack providing excellent service and products to their customers to keep its
customer & to survive in competitive environment.
13. Study shows that Fastrack watches website have excellent rating and it can be further
improved again by including detailed information of various vouchers, offers &
promotions related to their products
CONCLUSION
On the growing influence of globalization on the 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 itself competitive and stable in the dynamic market
situation by focusing on the service quality aspects.
Gaining and maintaining consumer preference is a battle that is never really won.
Continued and consistent branding initiatives that reinforce the consumer„s purchase
decision will, over time, land the product in consumer preference sets. Attaining and
sustaining preference is an important step on the road to gaining brand loyalty. Most
of the consumers prefer Fastrack watches due to its strong brand image, and the main
factor forcing the customers to buy Fastrack watch is advertisements through the print
and electronic media.
67
APPENDIX
68
1. GENDER
o MALE
o FEMALE
2.AGE
o 15-20
o 21-25
o 26-30
3. MARITAL STATUS
o SINGLE
o MARRIED
4. OCCUPATION
o GOVERNMENT EMPLOYEE
o PRIVATE EMPLOYEE
o SELF EMPLOYEE
o STUDENT
5. INCOME
o BELOW 10000
o 11000-20000
o 21000-30000
o ABOVE 31000
69
6. WHAT KIND OF STRAPS DO YOU PREFER?
o LEATHER
o PLASTIC
o METAL
7. THE KIND OF WARRANTY YOU EXPECT?
o 1 YEAR
o 2 YEAR
o 3 YEAR
o 4 YEAR
o 5 YEAR
8. WHAT IS YOUR OPINION ABOUT THE WATCH YOU OWN?
o DIGITAL
o ANALOG
9. WHAT IS THE PRICE RANGE YOU WOULD PREFER?
o BELOW 500
o 501-1000
o 1001-1500
o 1501-2500
o ABOVE-2500
42
10. REASON YOU WEAR A WATCH?
70
o STATUS SYMBOL
o FASHION
o CASUAL
o FOR SPORTS
o OTHERS
11. TITAN BRANDS LIKE RAGA,SONATA ETC ONLYDIFFER IN PRICE

RANGE?
o STRONGLY AGREE
o AGREE
o DISAGREE
o STRONGLY DISAGREE
12. WHAT SYSTEM OF NUMERALS DO YOU PREFERIN A WATCH?
o ROMAN NUMERALS
o ARABIC NUMERALS
13. WILL YOU SUGGEST YOUR FRIENDS TO BUY FASTRACK WATCH?
o YES
o NO
o MAYBE
14. DO YOU OWN FASTRACK WATCHES?
o YES
o NO
15. REASON FOR SELECTING FASTRACK WATCHES.

71
o BRAND VALUE
o STYLE
o PRESTIGE SYMBOL
43
16. HOW DID YOU COME TO KNOW ABOUT THE BRAND?
o ADS
o SOCIAL NETWORK
o FAMILY
17. HOW LONG HAVE YOU BEEN USING FASTRACK WATCHES?
o 0-6 MONTHS
o 6-12 MONTHS
o 12-18 MONTHS
18. IS FASTRACK WATCHES AFFORDABLE.
o AGREE
o NEUTRAL
o DISAGREE
19. HOW MANY TIMES YOU WENT TO REPAIR THE WATCHES?
o NEVER
o ONE TIME
o TWO TIME
o MORE THAN TWO TIME
72
20. COMPARED TO OTHER BRANDS FASTRACK IS
o MUCH BETTER
o SOMEWHAT BETTER
o ABOUT THE SAME
oMUCHWORSE
73
BIBLIOGRAPHY
Bibliography
74
1. Philip Kotler (2006) ,―Marketing management, 10th edition
2. Kothari. C.R.(2005), ―Research Methodology Methods and Techniques‖, 4th

edition
3. L R Potty (2011), ―Research Methodology
4. Barry, Ann Marie Seward. (1997). Visual Intelligence: Perception, Image and
Manipulation in visual communication.
5. Kotler & Keller (2008), Marketing management, 8th edition
75

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CHAPTER:1

The Hip Hop range

The Bikers range

The Army range

 To know the socio-economic profile of the customers.

 To know the preference level and buying behavior of the customers.

Smartwatches: Smartwatches are wristwatches that have additional functionality beyond

Style and build

I remember as a kid growing up my grandfather having a pocket watch. Watches aren’t

Maintenance: Watches require regular maintenance to keep them running accurately,

Cultural relevance: In some cultures or communities, watches may not be considered

Chapter 2. Review of literature.

Chapter 3. Chapter 3 Research methodology

Chapter 5 Findings, suggestions and conclusion

Overall, a successful Chaptalization Scheme for wrist watches would involve a

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Dr. S. Gokula Krishnan 2021

Mark W. Burris b, Samuel Labi a, Kumares C. Sinha a 2020

Dr. A. Meenakshi 2020

Tariq Usman Saeed 2020

Gülçin Büyüközkan 2020

Joachim Globisch 2019

Wei Shao, Debra Grace, Mitchell Ross 2019

Manasi Prasad Kabade 2019

Richie L. Liu 2018

Gunmala Suri 2018

John T. Brookes and Martin K. Purvis (2017)

Economic Times, (10 march 2012)

Beneke.J, Hayworth.C, Hobson, R and Mia, Z (2012)

Miles, G., & Cannon. (2011)

Linking servicesape to customer satisfaction: exploring the role of competitive strategy,

Factors influencing satisfaction and loyalty in online shopping: an integrated model.

Vecchio Del Devonetal (2006)

Laroche Micheletal (2005)

Kumar V and Swaminathan Srinivasan (2005)

Ndubisi Oly Nelson and Moi Tung Chiew (2005)

David S Landes; Revolution in time, (2004)

Peter Bron; (2004)

Turel and Serenko (2004)

studied validation of American Customer Satisfaction Model in mobile telecommunication

Ching-chow Yang (2003)

Times magazine, (March 2001)Extraordinarily innovative technology coupled with a fresh

Terblanche&Boshoff (2001) assessed the influence of certain factors on custom‟esr level of

SOURCES OF COLLECTING DATA

INTERPRETATION: Out of 109 respondent

2 YEAR 23 21.1 21.1 40.4

3 YEAR 11 10.1 10.1 50.5

4 YEAR 19 17.4 17.4 67.9

5 YEAR 35 32.1 32.1 100.0

Total 109 100.0 100.0

DO YOU OWN FAST TRACT WATCHES

FINDINGS AND SUGGESTION

5. Majority of the respondents agreed that Fastrack watches are affordable.

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

7. THE KIND OF WARRANTY YOU EXPECT?

8. WHAT IS YOUR OPINION ABOUT THE WATCH YOU OWN?

9. WHAT IS THE PRICE RANGE YOU WOULD PREFER?

10. REASON YOU WEAR A WATCH?

11. TITAN BRANDS LIKE RAGA,SONATA ETC ONLYDIFFER IN PRICE

12. WHAT SYSTEM OF NUMERALS DO YOU PREFERIN A WATCH?

13. WILL YOU SUGGEST YOUR FRIENDS TO BUY FASTRACK WATCH?