“A STUDY ON CONSUMER SATISFACTION TOWARDS

TITAN WATCHES WITH SPECIAL REFERENCE TO

KRISHNAGIRI DISTRICT”

A Project submitted in partial fulfillment of the requirements for the award of

the degree of

BACHELOR OF COMMERCE WITH COMPUTER APPLICATION

To
PERIYAR UNIVERSITY

By
INDHU V (C21UG151CCA088)
HUSNIYA ANJUM A (C21UG151CCA087)
KANIMOZHI V (C21UG151CCA090)
KANIZ FATHIMA SHAIKH K (C21UG151CCA091)
KAVIYA K (C21UG151CCA092)
MAHALAKSMI R (C21UG151CCA097)
NERISAIVITHAGI N (C21UG151CCA098)

Under the Guidance of

Mr.P THAMBIDURAI M.Com,.M.Phil..,B.Ed.,

PG & Research Department of Commerce [CA]

Arignar Anna College (Arts & Science)
Krishnagiri - 635 115
November - 2023

1
 ARIGNAR ANNA COLLEGE (ARTS & SCIENCE)
(AFFILIATED TO PERIYAR UNIVERSITY, SALEM - 11)
KRISHNAGIRI - 635 1115

“A STUDY ON CONSUMER SATISFACTION TOWARDS TITAN

WATCHES
WITH SPECIAL REFERENCE TO KRISHNAGIR DISTRICTI”
Bonafide work done by

INDHU V (C21UG151CCA088)
HUSNIYA ANJUM A (C21UG151CCA087)
KANIMOZHI V (C21UG151CCA090)
KANIZ FATHIMA SHAIKH K (C21UG151CCA091)
KAVIYA K (C21UG151CCA092)
MAHALAKSMI R (C21UG151CCA097)
NERISAIVITHAGI N (C21UG151CCA098)

Under the Guidance of

Mr. P. THAMBIDURAI, M.Com,. M.Phil..,B.Ed,.,

A Project submitted in partial fulfillment of the requirements for the award of the degree of

BACHELOR OF COMMERCE WITH COMPUTER APPLICATION

To the
PERIYAR UNIVERSITY, SALEM – 11

Internal Guide Head of the Department Principal

Submitted for the Viva – Voce Examination held on ………………………….

2
INTERNAL EXAMINER EXTERNAL EXAMINER

3
 CERTIFICATE

This is an accredit that the dissertation entitled “A STUDY ON CONSUMER

SATISFACTION TOWARDS TITAN WATCHES WITH SPECIAL

REFERENCE TO KRISHNAGIRI” is a record with an enterprising work

done by INDHU V has been originally carried out by her under the guidance

and supervision of Mr.P.THAMBIDURAI M.COM,.M.Phil,B.Ed..PG&

Research Department of Commerce, Arignar Anna College (Arts & Science),

Krishnagiri – 635 001, and capitulate in partial fulfillment, of the requirements

for the award of degree of Bachelor of commerce.

Place: Guide
Date:

4
 DECLARATION

I hereby declare that the dissertation work entitled “A STUDY ON CONSUMER

SATISFACTION TOWARDS TITAN WATCHES WITH SPECIAL

REFERENCE TO KRISHNAGIRI DISTRICT” has been originally carried out

by me under the guidance and supervision of Mr P THAMBIDURAI M.COM,.

M.Phil..B.Ed.,, P.G. & Research Department of Commerce Arignar Anna College

(Arts & Science), Krishnagiri – 635 001 and submitted in partial fulfillment, of the

requirements for the award of the degree of Bachelor of commerce, and it had been

not been formed in any other form.

Signature of the student

Place:
Date:

ACKNOWLEDGEMENT

5
 I love to dedicate my humble attempt to those who really struggle to survive in this
world and thanks to God. Life for them is not easy it seems smooth and straight for many.

I express sense of thankful and gratitude to or Principal Dr. S. DHANAPAL,

M.sc.,M.Phil., PhD., Arignar Anna College (Arts & Science), Krishnagiri, for his
profound scholarship and insightful guidance that helped me develop and shape this research
work in the present form. His perceptive guidance is not less than a debt that I cannot afford
to pay back. Working with him had been a thrilling academic experience and will be a joy
forever.

I am very indebtedness to Head of the Department Dr.M JEGAN M.Com.,

M.Phil, MBA., Ph.D., Arignar Anna College (Arts & Science), Krishnagiri for his
constant support and guidance to complete this dissertation work successfully. Words are
deficient to express the sense of gratitude that feels my heart for his beneficial suggestions,
motivation, patience, an empowering me to finished my work successfully

First of all, I am extremely and vey sincerely grateful to my respected guide Mr P

THAMBIDURAI M.COM,.M.Phil..,B.Ed.,, Arignar Anna College (Arts & Science),
Krishnagiri for his extraordinary academic career and very careful and highly valuable
guidance helped me a lot in completing my research work. He has been a sound source of
encouragement at the every stage of my research dissertation. I express y deepest sense of
thankful and gratitude to the successful completion of the dissertation.

I expand my special thanks to my other faculty members of Commerce Department

for their persistent support and encouragement.

I express my special thanks to my family members for their continuous support in this
research. I keep in mind the help rendered by my parents and my friends.

LIST OF CONTENTS

C.NO CONTENT PAGE

NO.

6
 CERTIFICATE

ACKNOWLEDGEMENT

DECLARATION

LIST OF TABLE

LIST OF CHART

I INTRODUCTION 10 to 23

24 to 30
II REVIEW OF LITERATURE

III RESEARCH METHODOLOGY 31 to 35

IV DATA ANALYSIS & INTERPRETATION 36 to 76

V FINDINGS, SUGGESTION & CONCLUSION 77 to 82

LIST OF CHART

TAB TITLE PAGE

LE NO.
NO.

7
 26

4.1 Classification of the Respondents Based on gender

28

4.2 Classification of the Respondents Based on marital status

30

4.3 Classification of the Respondents Based on age

32

4.4 Classification of the Respondents Based on occupation

34

4.5 Classification of the Respondents Based on monthly income

36

4.6 Classification of the Respondents Based on Qualification

38

4.7 Classification of the Respondents Based on wearing a wrist watch

40

4.8 Classification of the Respondents Based on influenced to buy watch

42

4.9 Classification of the Respondents Based on purpose of purchasing

titan watch

44

4.10 Classification of the Respondents Based on types watches consumer

prefer to wear

46

4.11 Classification of the Respondents Based on awareness of titan

watches

48

4.12 Classification of the Respondents Based on difference between titan

and other brands

8
 50

4.13 Rank the reason to purchase titan watches

52

4.14 Classification of based on publicity of watches by celebrity

54

4.15 Rank the factors before purchasing a new titan watches

56

4.16 Level of satisfaction of the consumer towards titan watches

58

4.17 Classification of respondents based on favorite watches

60

4.18 Classification of respondents based on purchase of watches

62

4.19 Classification based on willingness to spend on watches

64

4.20 Classifications of respondents based on titan watches are affordable

66

4.21 Classification of respondents based on recommending for using titan

watches

9
 CHAPTER I

INTRODUCTION

Today human begins work with the time. The various activities to be performed on

generally prescribed on the basis of time factor. Thus time is considered to be a fresher factor

in every walk of life. Now-dayswe find no person without a wrist watch and a home without

10
a clock. Thus the watches have become almost a necessity for human begins; to whichever

economic class they belong.In the 18th and 19th century watch industry has flourished in

western world only, specifically Switzerland but the second half of the 20th century has seen

India emerging an important manufacturer of watches. Titan Industries a TATA group

company as created history in the Indian watch industry by manufacturing and marketing

different brands of watches not only in Indian market but also in the international

Market. This project work titled “Consumer Satisfaction towards Titan Watches” is a effort to

study the market response to Titan brand of watches.Consumer purchasing behavior can be

explained as the analysis of how, when, what and why people buy. Understanding the

purchasing behavior of consumer is a key to the success of business organizations. Today

Marketing executives are constantly analyzing the changes in consumer purchasing behavior

to predict the future trends. The knowledge of consumer purchasing behavior helps the

marketer to understand how consumers think, feel and select from alternatives like products,

brands etc. Now-a-days consumers are becoming more socially conscious in their purchasing

behaviors and for some it is becoming a more important aspect of purchasing criteria

In fact, buyers are extremely choosy about the brand and type of wrist watches they wear.

Being extremely brand conscious, their tastes have advanced throughout the years and have

gone beyond the domains of durability to pick in terms of aesthetics and classy. Subsequently

it is a buyers’ market with large number of designs that have entered and overwhelmed the

market place.

The watch industry in the current scenario is booming and attaining a rapid growth in

India. Different brands with different technology and designs have entered into the market

which raised the competitiveness in the industry. With the advent of new technology, a

revolutionary change is occurred in the watch market of India. The brand watch market has

11
been emerged with global competitors with their style and fashion watches in India. The

various activities that is to be performed are prescribed on the basis of time factor in the

present scenario. With the arrival of new technology, a radical change has occurred in the

watch market in India. Watches have become almost a necessity for human beings, to

whichever economic class they belong. While purchasing a watch the price is consider to be

the most important factor as well as appearance also become the important factor to be

considered.

Marketing is getting more and more customer centric with all the big brands focusing

on what customer needs and what satisfies their customers more. In such a customer focused

business world, studying the customer satisfaction has become necessary for all the

businesses and industries. Surveying the customers regularly and in a variety of ways is a

critical part of running a successful business, regardless of your industry, product or service.

"Customer satisfaction provides a leading indicator of consumer purchase intentions and

loyalty." "Customer satisfaction data are among the most frequently collected indicators of

market perceptions. Their principal use is twofold:" 1. "Within organizations, the collection,

analysis and dissemination of these data send a message about the importance of tending to

customers and ensuring that they have a positive experience with the company's goods and

services." 2. "Although sales or market share can indicate how well a firm is performing

currently, satisfaction is perhaps the best indicator of how likely it is that the firm’s customers

will make further purchases in the future. Much research has focused on the relationship

between customer satisfaction and retention. Studies indicate that the ramifications of

satisfaction are most strongly realized at the extremes." On a five-point scale, "individuals

who rate their satisfaction level as '5' are likely to become return customers and might even

evangelize for the firm. A second important metric related to satisfaction is willingness to

recommend. This metric is defined as "The percentage of surveyed customers who indicate

12
that they would recommend a brand to friends." When a customer is satisfied with a product,

he or she might recommend it to friends, relatives and colleagues. This can be a powerful

marketing advantage."Individuals who rate their satisfaction level as '1,' by contrast, are

unlikely to return. Further, they can hurt the firm by making negative comments about it to

prospective customers. Willingness to recommend is a key metric relating to customer

satisfaction."

IMPORTANCE OF CUSTOMER SATISFACTION

1. It’s a leading indicator of consumer repurchase intentions and loyalty Customer

satisfaction is the best indicator of how likely a customer will make a purchase in the future.

Asking customers to rate their satisfaction on a scale of 1-10 is a good way to see if they will

become repeat customers or even advocates. Any customers that give you a rating of 7 and

above, can be considered satisfied, and you can safely expect them to come back and make

repeat purchases. Customers who give you a rating of 9 or 10 are your potential customer

advocates who you can leverage to become evangelists for your company. Scores of 6 and

below are warning signs that a customer is unhappy and at risk of leaving. These customers

need to be put on a customer watch list and followed up so you can determine why their

satisfaction is low. That’s why it’s one of the leading metrics businesses use to measure

consumer repurchase and customer loyalty.

2. It’s a point of differentiation In a competitive marketplace where businesses compete for

customers; customer satisfaction is seen as a key differentiator. Businesses who succeed in

these cut-throat environments are the ones that make customer satisfaction a key element of

their business strategy.

Picture two businesses that offer the exact same product. If you had a recommendation for

one business would that sway your opinion? Probably. So how does that recommendation

originally start? More than likely it’s on the back of a good customer experience. Companies

13
who offer amazing customer experiences create environments where satisfaction is high and

customer advocates are plenty. This is an example of where customer satisfaction goes full

circle. Not only can customer satisfaction help you keep a finger on the pulse of your existing

customers, it can also act as a point of differentiation for new customers.

3. It reduces customer churn An Accenture global customer satisfaction report (2008) found

that price is not the main reason for customer churn; it is actually due to the overall poor

quality of customer service. Customer satisfaction is the metric you can use to reduce

customer churn. By measuring and tracking customer satisfaction you can put new processes

in place to increase the overall quality of your customer service. I recommend you put an

emphasis on exceeding customer expectations and ‘wowing’ customers at every opportunity.

Do that for six months, than measure customer satisfaction again. See whether your new

initiatives have had a positive or negative impact on satisfaction.

COMPANY PROFILE

Titan is the largest watch company in India and the sixth largest in the world.

Background.

Titan Industries was established in 1984 as a joint venture between the Tata Group and Tamil

Nadu Industrial Development Corporation (TIDCO). The company set up its corporate office

in Bangalore (Karnataka) and its watch manufacturing facility in Hosur (Tamil Nadu).In two

decades the company has built an impressive watch business to become India’s largest

manufacturer and the world's sixth largest manufacturer of watches. This has mainly been

achieved by developing a formidable distribution network. The company has amongst the

world's largest retail chain of exclusive retail showrooms for watches called ‘The World of

Titan’ spread over 100 towns.

It also has multi-brand outlets named ‘Time Zone’, service centers and dealer outlets.

Globally Titan has a presence in over thirty countries through its marketing subsidiaries.

14
Titan has also entered the jeweler business in 1995.Jewellery is sold in India through an

exclusive company controlled retail chain, comprising of owned and franchised outlets. It is

also exported to Singapore and the Middle East.

The company has watch assembly plants at Defraud (Uttar Pradesh) and Baddi (Himachal

Pradesh) and a plant manufacturing electronic circuit boards in Goa.

The majority stake in the company is held by the promoters, with TIDCO having 28 per cent

of the shares and Tata Group companies owning 25 per cent of the shares. Public holding in

the company is around 28 per cent. The rest of the stake is held by foreign institutions, on-

resident Indians, mutual funds and other institutions.

PRODUCTS AND BRANDS

In watches, the company has two flagship brands – Sonata and Titan. Sonata is positioned in

the lowed segment in the market with a price band of Rs 250 to Rs 1250,thus addressing the

affordability

COMPANY PRODUCTS ESTABLISHED FOUNDER DISTRIBUTION PRODUCTIN

PLANTS

Titan Watches& 1984 Tatagroups India, India

&TIDCO MiddleEast,
jeweler
Africa,

Asia,pacific&

Europe

The watches division comprises brands sonata, fastrack, raga, octane and xylems. In

2011,the company secured license for marketing and distribution of Tommy Hilfiger and

15
Hugo Bosswatches. Favre leuba was incorporated in 2012. In 2018, the division accounted

for Rs.2, 126cores in revenue which was 10% of the total of the company.

SONATA

FASTRACK

16
 RAGA

17
OCTANE

TOMMY

18
XYLEMS

19
HUGO BOSS

Subsidiary/ associate company Role

Titan Time Products Limited (TTPL) Set up initially as a joint venture between

Titan and Economic Development

Corporation of Goa,Daman& Diu (EDC) to

manufacture Electronic Circuit Boards;later

became a wholly-owned subsidiary,following

disinvestment by EDC in favour of Titan

Titan International Holdings BV,Amsterdam Oversees global operations

(TIHBV)

Titan International Middle East (TIME) Associate company that markets the Titan as

well as Tanishq brands in Middle East and

Africa

Titan International Marketing Limited Associate company that carries out marketing

(TIML),UK of Titan brand in Europe

Titan Watches &Jewellery International Deemed subsidiary that carries out marketing

(Asia-Pacific) PteLtd.,Singapore (TAPL) in Asia Pacific region

Titan Brand Holdings NV (TBHNV) Marketing activities

20
issue of Indian consumers.The brand Titan is positioned in the middle and upper segment and

has a range of sub-brands like Edge,Fastrack, Nebula,Raga,Steel,Regalia,Bandhan and Flip.

The jewellery business selling under the brand name ‘Tarnish’ has a share of slightly over 50

per cent in the total revenues of the company while watches have about 45%.The balance is

accounted for by the new businesses viz.Precision Engineering, Accessories & Licensed

Products.Injewellery,gemstuddedjewellery,which has higher margins as compared to plain

gold jewellery,has seen its share rise steadily to 30 per cent.

The company is involved in retailing of accessories like sunglasses (brand Fastback) and

manufacturingof precision engineering products, mainly in automotive and aerospace.

Watches under the license of designer wear brand Tommy Hilfiger have also been launched.

In the international markets Titan has also introduced a perfume under the brand name

Evolve.

TITAN’S CONTRIBUTION IN MAKING “MADE IN INDIA” GLOBAL

Titan’s first foray into international markets was through the export of watch movements in

1989.This was a result of an arrangement with France Ebauches from whom Titan had

sourced its movement technology to buy back a part of Titan’s production of watch

movements. This led the company to get keen on selling the value-added watch in the

international markets instead of selling the movements. The company first launched its watch

range in the Middle East in 1991.The Middle East emerged as the best choice as it had a

sizeable non-resident Indian population that was familiar with the brand. With the availability

of Indian newspapers and television channels, thespillover of domestic advertising was

another influential factor.

21
The first global footprint was placed in the United Arab Emirates — the largest market in the

Middle East. This was followed by an entry into Kuwait, Oman, SaudiArabia, Egypt and a

few key markets in Africa. Despite competition from global majors, Titan achieved sales of

over 100,000 watches within a year of its launch. With the success of the Middle East

venture, the company was eager to advance its geographic presence. The neighboring

countries of Sri Lanka, Bangladesh, Nepal and Maldives were identified as ideal locations.

The company also moved into the Asia-Pacific markets of Singapore, Vietnam, Malaysia,

Thailand, Fiji and Philippines.

After covering these markets, the company set its sights on Europe. The company decided

against the soft option of driving its globalizationthrough private label exports. It launched its

watches under its own brand name in the UK market in 1993.The direct sales route was

employed in the UK and the distributor-led route in other markets

After an extensive survey of the European market, Titan found that with brands jostling for

shelf space, retailers needed good reasons to stock the brand.The need of the hour was also to

create strong consumer demand.So the company unleashed a massive advertising campaign

to create brand awareness

The Titan has a initial designs had to be augmented with a new collection.So the company

went back to the drawing board and created a completely new collection for the European

market..The company’s presence was focused on four key European markets,Spain,Portugal,

Greece and UK,in which it had a fairly large presence. All sales and marketing efforts were

only on these markets. This move halved the advertising spend in the European market.

22
The globalization efforts of the company rested with this division with a sharp focus on

country prioritization,market positioning and identification of profitable business

opportunities across the globe.

Titan watches are sold internationally through a network of approximately 2500 dealers

across the world with increasing presence in jeweler.

FACTORS FUELLING TITAN’S GLOBAL INITIATIVES

The watch industry historically was a licensed industry in India with the only major player

having the license to manufacture watches being HMT. However, HMT was strong only in

the mechanical watches segment. It only made a handful of ordinary looking quartz watches

and neglected styling altogether. In the late 1970s the Government of India as a part of its

efforts to step up watch production in the country had granted TIDCO the license to

manufacture watches, theother recipients of the license being small-scale units.TIDCO was

seeking an Indian partner to collaborate with and was aware of the Tata Group’s intention to

enter into watch production. The Tata Group saw this as an opportunity and formed a joint

venture with TIDCO to venture into watch production.

The company made aggressive efforts to ramp up its position in the domestic market. Besides

heavy advertising and publicity to build up a brand name, the company also concentrated on

the design element. At the time of Titan’s entry, the consumer had a total of 400 models to

choose from across various brands and companies. Titan entered with 200 models of its own

and rapidly expanded its product range to over 850 models. Its product development cell

focused on encouraging consumers to own multiple watches in order to expand the market.

Titan also revolutionized the retail market with its innovations in enhancing the customer’s

in-shop experience through fashionable out

23
 CHAPTER-II

REVIEW OF LITERATURE
Joseph N. Fry and Fredrick H. Siller (1970) 1, in the study titled "A comparison of
Housewife Decision making in Two Social Classes" compared elements of the purchase
decision processes of working women and middleclass housewives under the relatively

24
controlled condition of a simulated purchasing behaviour. Comparison of brand preference
and deal sensitivity measures for the two social classes uncovered a genuinely high degree of
similarity in observed behaviour during the purchasing simulation

Jeffrey (1971)2in his studies stated that one among the key variables in studying the
role of risk is handling in the consumer decision process is self-confidence. When taking problem
solving purchase choice decisions, low self-confidence customers would be defensive or
indecisive.

Farquhar (1989)3 considers that building a strong brand within consumers’ minds
means creating a positive brand evaluation, an accessible brand attitude, and a consistent
brand image, the accessible brand attitude actually referring to what the others term as
awareness.

Aaker,( 1991)4An important dimension of brand equity is brand awareness, very

often an undervalued component. Not only that awareness is almost a prerequisite for a brand
to be included in the consideration set (the brands that receive consideration for purchase),
but it also influences perceptions and attitudes, and can be a driver for brand loyalty

Keller, 19935Brand awareness is the first and prerequisite dimension of the entire
brand knowledge system in consumers’ minds, reflecting their ability to identify the brand
under different conditions: the likelihood that a brand name will come to mind and the ease
with which it does so

Chang and Wildt (1994) 6in their study found that the price influence on the quality
perception became less because of the increase in the number of the intrinsic attributes

Other authors (Laurent, Kapferer and Roussel, 1995) 7 suggest three classical
measures of brand awareness in a given product category: spontaneous (unaided) awareness
(consumers are asked, without any prompting, to name the brands they know in the product
category – in this case the unaided awareness of a brand is the percentage of interviewees
indicating they know that brand), top of mind awareness (using the same question, the
percentage of interviewees who name the brand first is considered) and, respectively, aided

25
awareness (brand names are presented to interviewees – in this case the aided awareness of a
brand is the percentage of interviewees who indicate they know that brand).

Barry, Anna Marie Seward: Visual intelligence,1997 8 In educated societies, the human
brain has been trained to analyze text in a way that a reader is able to interpret writing as
whatever he or she sees in the meaning of the words by analyzing the context in which the
text was written. Through teaching people to read and analyze literature, the educated society
has become more accustomed to picking apart the words they are reading. That same process,
however, does not hold true for the human perception of images. Through societal norms, we
have grown accustomed to accept images as truth without using the same analytical process
to pick apart images in the way we do text. The human perception of “truth in images” plays
a major role in the modern day trend of manipulating photographs, in this increasingly digital
age, photographs can be manipulated to portray an illusion of whatever the manipulator wants
the picture to be. This can be especially prevalent in print advertising, where the main goal is
to influence the needs or desire of a consumer with persuasive images

Keller, 19989 Brand awareness is essential in buying decision-making as it is

important that consumers recall the brand in the context of a given specific product category,
awareness increasing the probability that the brand will be a member of the consideration set.
Awareness also affects decisions about brands in the consideration set, even in the absence of
any brand associations in consumers’ minds. In low involvement decision settings, a
minimum level of brand awareness may be sufficient for the choice to be final. Awareness
can also influence consumer decision making by affecting brand associations that form the
brand image.

Chapman and Wahlers, (1999)10, in their study had found that consumers have a
belief “the higher the cost, the higher the quality” and “the lower the cost, the lower the
quality’’
Hoyer and MacInnis, (2001)11had said that an individual’s attitude will affect his/her
behaviour or not depends on several variables such as: level of involvement or elaboration,
knowledge and experience, accessibility of attitudes, situational factors and also personality
variables

26
 David SLandes; Revolution in time ,(2004) 12World of keeping in general and
mechanical watches in particular is a fascinating and complex field .Highly complex micro-
mechanical system , the history of development of movement and design trends and political
and personal intrigues of industry provide for interesting reading and endless opportunity for
research

Venkoba Rao (Apr-Jun 2008)13 in their study reveal that consumers prefer branded
watches that are of Indian make in round or square shape offering 1.2 years or above
warranty in the price ranges below Rs. 1000 and Rs. 1000-3000. 'Need-based' purchases are
made from company showrooms/authorized outlets on cash payment. The preferences of
male and female consumers do not differ much. The young consumers are more conscious
about their preferences compared to the middle-aged and older consumers. Though widely
exposed to international trends, consumers are price conscious and prefer to buy only
affordable branded watches through extensive search

Revathy (2009)14 Review of literature is necessary as it familiarizes the researcher

with concept and conclusions already evolved by earlier analysisconducted a study on
“Working capital management at Titan watches limited in Hosur”. In this, the findings 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.

Husic and Cicic, (2009)15, believed that monthly salary may moderate the consumer
behaviour in consumption of luxury branded goods

AnujHanda(2010)16 made a “Study of Indian wristwatch industry and marketing

strategy of titan watches”. The findings of this research shows that most of the consumers
prefer Titan watches for their attractive designs 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 designs
launched are displayed

27
 Kunal Bhattacharya ,(2011)17 attempts to study this changing perception and
preferences of the Indian consumer towards wrist watches as the market readies to offer a
plethora of opportunity to domestic and international marketers. It outlines consumer likings
and purchase patterns as watch vendors evolve product and promotion strategy in dynamic
market conditions.

ShanthiRangasamy(2011)18 in his study “Marketing strategy and brand awareness of

quartz wristwatches-with special reference to Titan industries limited”. This research tries to
examine the present marketing strategy of TITAN and to suggest an improved system
AnithaRevathy (2009) “Working capital management at titan watches limited in Hosur”. for
widening the market base and also to increase the sales volume. The sampling method
adopted is non-probability convenience sampling. To analyze the data and interpret the
results, various statistical tools like simple percentage analysis, chi-square test and ANOVA-
one way are applied

Karbasivar and Yarahmadi (2011)19, more apparel impulse purchasing and cash
discounts promotion usage between in sample also in store display has major part to
encourage consumers to do impulse purchases Sellers can also gift complementary products
to encourage consumer to do impulse purchases. Likewise, sealers can increase apparel
impulse purchase with decorating their stores in modern style and use attractive lights and
colours. The result of the study demonstrates that there is a critical relationship between
window display, credit card, promotional activities (discount, free product) and consumer
impulse purchasing behaviour.

Anita N. Halamata (Jan- Feb.2013)20studied the market response to Titan brand of

watches. The study covers the market share of Titan watches, covers the reasons of buying
the Titan watches, analyses the consumer attitude towards the price of the Titan watches and
identifies the various marketing channels of Titan watches. The sample consumers were
selected on stratified random sampling method. A structured question was used to collect
information from the sample consumer contacted. Even personal interviews were held with
the respondents to gather unbiased information. Observation method also made used to
understand the real feelings of the respondents so that study become more realistic in nature.

28
 K. Anitha and DR.M.UmaMaheswari(2013)21 conducted a study on “Customer
satisfaction towards titan watches with reference to Erode District”. The study helps to gain
knowledge about the different types 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 findings of the study reveals that
Titan watches are a fast moving product and the important factors for its quality,
attractiveness, designs and latest new models.
AratiBiradar (2014)22 made a study on “Market study of titan watches”. The
findings of the study are that market performance of two brands of watches namely, titan
watches 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.

Rizwan Raheem Ahmed (2014)23research study, it has been observed that the
packaging is the most vital factor. It is further inferred that the bundling components like its
Color, packaging material, Design of Wrapper and development are more important factors
when consumers making any buying decision. Finally, it has also been concluded that the
Packaging is one of the most important and effective factor, which influences consumer’s
purchase decision.

M.HameedUnissa(2015)24 in his study “A study on customer satisfaction towards

titan watches”. The objective of the study is to know the level of satisfaction among the
customers and to evaluate the customer opinion towards the titan watches. The findings of the
study found that titan is one of the preferable brand among both the genders as the industry
provide watches with better design to both of them

Praveen Kumar L(2015)25 Conducted “A study on customer satisfaction of titan

watches in Mysore”. The findings of the study say that company should ensure the
availability of all models and outlets of titan. The company must satisfy their loyal customers
by providing them special offers. Finally, a study conducted to know about the satisfaction
level of the customers of titan watches.

29
 Dr.Josephine Lourdes De Rose(2015)26made 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 a necessity for human beings to whichever economic
class they belong.

30
 CHAPTER III

RESEARCH METHODOLODY

Research Methodology is defined as “a systematic effort to gain knowledge”. It is the way of

systematically solving the research problem. It may be understood as a science of studying how
research is done scientifically. My research will focus on consumer satisfaction towards titan watches.
Research methodology is an important phase in research study.

31
RESEARCH OBJECTIVE
1. To know about the demographic and social – economic characteristics of the
respondents.
2. To rank the attributes level in the order in which they contributes towards the
selection of a wrist watches.
3. To find out the respondents level of satisfaction towards titan watches.
4. To give valuable suggestion to improve the quality and services of titan watches in to
the study area.

NATURE OF STUDY

The study is a quantitative as well as qualitative one which has used structured questionnaire
to collect details from respondents

RESEARCH DESIGN

Research design is a logical and systematically plan prepared for directing a research study. A
research design is a arrangement of condition for collection and analysis of data in a manner that aims
to combine relevance to the research purpose with economy in procedure. It is the program that guides
the investigator in the process of collecting, analyzing and interpreting data. It is used to find the
opinion about consumer behavior towards e-marketing. Descriptive research and exploratory design is
adopted in this design.

POPULATION

The population selected from the people who are visiting titan showroom in Krishnagiri.

SAMPLE SIZE

The sample size selected for this research is 75 respondents.

SAMPLING TECHNIQUE

32
 The research was conducted by administering questionnaire which investigated a consumer
satisfaction towards titan watches in krishnagiri. A total of 75 questionnaires were distributed to
people who visited in titan showroom sampling method; Accidental sampling method.

STUDY PERIOD

The study was conducted for a period of July 2019-september 2019.

DATA COLLECTION METHODS

In this research two methods are adopted for collecting the data. They are primary and
secondary data.

 Primary Data
 Secondary Data.

PRIMARY DATA

Primary data was collected with an aid of a Questionnaire. The questionnaire contains a series of
questions arranged in a proper order. The data collection was done using a questionnaire of 22
questions, which consisted Rank method and liker 5 point scale. The questionnaire was designed to
collect data about the consumer satisfaction towards titan watches.

SECONDARY DATA

Secondary data was collected from the internet, articles from scholarly journals and books.

STATISTICAL TOOLS USED FOR ANALYSIS

 Simple percentage Analysis

 Pie chart , column chart
 Garret ranking method

33
34
 CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

TABLE.4.1

GENDER NO.OF. RESPONDENTS PERCENTAGE

35
 Male 36 48

Female 39 52

TOTAL 75 100

CLASSIFICATION OF RESPONDENTS BASED ON GENDER.

(Source: primary data)

INTERPRETATION:
The above table 4.1 explains that out of 75 respondents, 39(52%) respondents are
from female and remaining 36(48%) respondents are from male.
Most of the respondents are female.

36
37
TABLE 4.2

CLASSIFICATION OF RESPONDENTS BASED ON MARITAL STATUS.

MARITAL STATUS NO.OF PERSON PERCENTAGE

Married 29 38.667

Unmarried 46 61.333

TOTAL 75 100

(Source: primary data)

INTERPRETATON:
The above table 4.2 explains that out of 75 respondents, 46(61.333%)
respondents are unmarried and remaining 29(38.667%) respondents are married.
Most of the respondents are from the marital status are unmarried

38
 TABLE 4.3

CLASSIFICATION OF RESPONDENTS BASED ON AGE.

AGE NO.OF.RESPONDENTS PERCENTAGE

10-20 25 33.333

39
 20-30 36 48

30-40 6 8

Above 40 8 10.67

TOTAL 75

100

(Source: primary data)

INTERPRETATION:
The above table 4.3 explains that out of 75 respondents , that majority of
the respondents 36(48%)belongs to age group of 20 to 30 years,25(33.333%) respondents
belongs to age group of 10 to 20 years, 8(10.67%) respondents belongs to age group of
Above 40 years and 6(8%) respondents belongs of group 30 to 40.
Most of the respondents are from age group are 20-30 years.

40
TABLE 4.4

CLASSIFICATION OF RESPONDENTS BASED ON OCCUPATION.

OCCUPATION NO.OF RESOPONDENTS PERCENTAGE

Students 32 42.6670

Business/profession 14

18.667

Government employee 9

12

41
 Others 20

26.667

TOTAL 75

100

(source: primary data)

INTERPRETATION:
The above table 4.4 explain that out of 75 respondents ,out of total
respondents 32(42.667%) are students ,20(26.667%) are others[housewives ,retried people
etc.],14(18.667%) are business person /profession and remaining 9(12%)respondents are
government employees.
Most of the respondents are students.

42
TABLE 4.5

CLASSIFICATION OF RESPONDENTS BASED ON MONTHLY INCOME.

MONTHLY INCOME NO.OF. RESPONDENTS PERCENTAGE

43
 Below 5000 27

36

5000-10000 8

10.667

10000-15000 13

17.333

Above 15000 27

36

TOTAL 75

100

(Source: primary data)

INTERPRETATION:
The above table 4.5 explains that out of 75 respondents, 27(36%)
respondents are belongs to the income group of below Rs 5000 and above Rs15000 ,
13(17.333%) respondents are belongs to income group Rs 10000-Rs 15000 and 8 (10.667%)
respondents are belongs to income group Rs 5000-Rs 10000.
Most of the respondents monthly income is below Rs5000 and above Rs
15000.

44
TABLE 4.6

CLASSIFICATION OF RESPONDENTS BASED ON QUALIFICATION.

QUALIFICATION NO.OF RESPONDENTS PERCENTAGE

45
 S.S.L.C 11 14.667

Graduate 36

48

Post graduate 15

20

Others 13

17.333

TOTAL 75 100

(Source: primary data)

INTERPRETATON:
The table 4.6 explains out of 75 respondents ,36(48%) respondents are
graduated , 15(20%) respondents are post graduated , 13(17.333) are respondents are others
(like PUC,Engineering) and remaining 11(14.667%) respondents are studied S.S.L.C .
Most of the respondents are graduated.

46
TABLE 4.7

CLASSIFICATION OF RESPONDENTS BASED ON WEARING A WRIST

WATCHES.

WEARING A WATCH NO.OF.RESPONDENTS PERCENTAGE

Regular 60 80

Few days or a week 15 20

TOTAL 75 100

(Source: primary data)

INTERPRETATION:
The tables 4.7explains out of 75 respondents, 60(80%) respondents
arewearing wrist watches regularly and 15(20%) respondents wearing wrist watches few
days or a week.

47
Most of the respondents are wearing a wrist watches regularly.

48
 TABLE4.8

CLASSIFICATION OF RESPONDENTS BASED ON INFLUENCED TO BUY

TITAN WATCHES.

INFLUNCED BY NO.OF .RSPONDENTS PERCENTAGE

Internet 23 30.667

Social media 16 21.333

Public hoarding 8 10.667

Advertisement 28 31.333

49
TOTAL 75 100

(Source: primary data)

INTERPRETATION:
The above table 4.8 explains out of 75 respondents ,28(31.333%) respondents are
influenced from advertisement ,23(30.667%) respondents are influenced from
internet .16(21.333%) respondents are influenced from social media and remaining
8(10.667%) respondents are influenced from public hoarding .
Most of the respondents are influenced from advertisement.

50
TABLE .4.9

CLASSIFICATION BASED ON PURCHASING TITAN WATCHES.

PURPOSE NO.OF.RESPONDENTS PERCENTAGE

Own use 56 74.667

51
 Gift to others 19

25.333

TOTAL 75

100

(source: primary data)

INTERPRETATION:
The table 4.9 explains that out of 75 respondents,56(74.667%) are
purchasing for own purpose and remaining 19(25%) are purchasing for gift to others.
Most of the respondents are purchasing watches for own use.

52
TABLE 4.10

CLASSIFICATION OF RESPONDENTS BASED ON PREFERENCE ON TITAN

WATCHES.

53
 PREFERENCE NO.OF RESPONDENTS PERCENTAGE

Straps 12 16

Gold frames 26 35

Metallic frames 24 32

Plastics 13 17

TOTAL 75

100

(Source: primary data)

INTERPRETATION:
The table 4.10 explains out of 75 respondents, 26(35%) respondents are
prefer to gold frames watches, 24 (32%) respondents are prefer to metallic watches, 13(17%)
respondents are prefer to plastic watches and remaining 12(16%) respondents are prefer to
straps watches.
Most of the respondents prefer to gold frames watches.

54
TABLE: 4.11

CLASSIFICATION BASED ON AWARENESS OF TITAN WATCHES.

55
 AWARENESS NO.OF RESPONDENTS PERCENTAGE

Yes 50 67

No 25 33

TOTAL 75 100

(Source: primary data)

INTERPRETATION:
The table 4.11 explains out of 75 respondents, 50(67%) respondents have
awareness of titan watches, and remaining 25(33%) respondents has no awareness of titan
watches.
Most of the respondents have awareness of titan watches.

56
57
 TABLE:4.12

CLASSIFICATION BASED ON DIFFERENCE BETWEEN TITAN AND

OTHER BRANDS.

Difference No. Of respondents Percentage

Quality 53 71

Value of money 5 7

After sales service 5 7

Attractive exchange value 12 16

Total 75 100

(source: primary data)

INTERPRETATION:
The above table 4.12explains that out of 75 respondents,53(71%) respondents are from
quality,12(16%) respondents are from attractive exchange value and 5(7%) respondents are
from both value of money and after sales service.
There is a huge difference in quality between titan watches and other brands.

58
59
Garrett’s Ranking Technique

Garrett’s Ranking Techniques was used to rank the preference indicated by the
respondents on different factors. As per this method, respondents have been asked on assign
the rank for all factors and the outcomes of such ranking have been converted into score
value with the help of the following formula:

Percent Position = 100 ( Rij – 0.5 )

Nj

Where Rji = Rank given for the ith variable by jth respondents.
Nj = Number of variable Ranked by jth respondents.

With the help of Garrett’s Table, the percent position estimated is converted into
scores. Then for each factor, the score of each individual are added and then total value of
score and mean value of score is calculated. The factors having highest mean value is
considered to be the most important factor.

60
Objective:
To identify the reason for purchasing titan watches.

The following sources are considered most important reasons for purchasing titan
watches based on Garret ranking.

1) Quality
2) Design
3) Price
4)Attractiveness
5) Company reputation

61
TABLE 4.14

CLASSIFICATION OF BASED ON PUBLICITY OF WATCHES BY CELEBRITY.

PUBLICITY NO.OF RESPONDENTS PERCENTAGE

45 60

Yes

30 40

No

75 100

TOTAL

(Source: primary data)

INTERPRETATION:
The table 4.15 explains that out of 75 respondents,45(60%) respondents are
has accepted that publicity of watches by celebrity affects their buying decision and
remaining 30(40%) respondents replied saying no that the publicity of celebrity does not
affects their buying decision .
Mostly the respondents accepted that the publicity of watches by celebrity
affects their buying decision.

62
63
OBJECTIVES:
To identify the factors before purchasing a new titan watch.
The following sources are considered most important factors before
purchasing a new titan watch.
1) Color

2) Brand
3) Price
4)comfort
5) Size and Shape
6)Water Resistance
7)Special Features
8) Straps and Bracelets
9)Packaging
10)Quality

T-TEST ANALYSIS.
NULL HYPOTHESIS.
There is no significant difference in satisfaction level of consumers of
various product features. Assume the respondents are atleast neutral to the statement.
µ =3

ALTERNATIVE HYPOTHESIS:
There is a significate difference in satisfaction level of consumers in product
features.
µ ≠3

LEVEL OF SIGNIFICANCE

TABLE 4.16
DESCRIPTIVE STATISTICS

ONE-SAMPLE STATISTICS

64
 FEATURES N Mean Std. Deviation Std. Error Mean
DESIGN 75 1.9600 .19728 .02278
PRICE 75 1.9200 .27312 .03154
QUALITY 75 1.8533 .35616 .04113
ATTRACTIVE 75 1.8267 .38108 .04400
COMPANY REPUTATION 75 1.8400 .36907 .04262
STATUS 75 1.7333 .44519 .05141
AFTER SALE SERVICE 75 1.7067 .45836 .05293
BATTERY WORKING 75 1.7333 .44519 .05141
OFFERS 75 1.6667 .47458 .05480
COLLECTIONS 75 1.7200 .45202 .05220

ONE-SAMPLE TEST

Test Value = 0
FEATURES 95% Confidence
Interval of the
Sig. (2- Mean Difference
T Df tailed) Difference Lower Upper
DESIGN 86.041 74 .000 1.96000 1.9146 2.0054
PRICE 60.880 74 .000 1.92000 1.8572 1.9828
QUALITY 45.066 74 .000 1.85333 1.7714 1.9353
ATTACTIVE 41.512 74 .000 1.82667 1.7390 1.9143
COMPANY
43.175 74 .000 1.84000 1.7551 1.9249
REPUTATION
STATUS 33.718 74 .000 1.73333 1.6309 1.8358
AFTER SALE SERVICE 32.246 74 .000 1.70667 1.6012 1.8121
BATTERY WORKING 33.718 74 .000 1.73333 1.6309 1.8358
OFFERS 30.414 74 .000 1.66667 1.5575 1.7759
COLLECTIONS 32.953 74 .000 1.72000 1.6160 1.8240

65
CONCLUSION:
The computed P value (0.000) is lesser than the critical value at
5%(0.05),hence we reject the null hypothesis.
DECISION:
There is a significant difference in satisfaction level of consumer on their
various product features.

TABLE 4.17

CLASSIFICATION OF RESPONDENTS BASED ON FAVORITE WATCHES.

FAVOURITE WATCHES NO.OF RESPONDENTS PERCENTAGE

Alligator 6

Leather 26

35

Steal 13

17

Titanium 20

27

66
 Rubber 10

13

TOTAL 75

100

(Source: primary data)

INTERPRETATION:
The above table 4.17 explains out of 75 respondents,26(35%) respondent’s
favorite watch is leather,20(27%) respondent’s favorite watch is titanium,13(17%)
respondent’s favorite watch is steal,10(13%) respondent’s favorite watch is rubber and
6(8%) respondent’s least favorite watch is alligator.
The leather watches are most favorite to respondents.

67
TABLE 4.18

CLASSIFICATION OF RESPONDENTS BASED ON PURCHASE OF WATCHES.

PURCHASED NO.OF RESPONDENTS

68
 PERCENTAGE

Online 25 33.333

Watches shops 40

53.333

Branded watch 10
shop/jewellery
13.333

TOTAL 75

100

(source: primary data)

INTERPRETATION:
The above table 4.18 explains that out of 75 respondents, 40(53.333%)
respondents are purchasing from watch shops,25(33.333%)respondents are purchasing
watches from online and 10(13.333%) respondents are purchasing watches from branded
watch shops /jewellery shops.
Most of the respondents are purchasing watches from watches shops.

69
TABLE 4.19

CLASSIFICATION BASED ON WILLINGNESS TO SPEND ON WATCHES.

70
 AMOUNT NO.OF.RESPONDENTS

PERCENTAGE

Less than 1500 20 27

1500-2000 27

36

More than 2000 28

37

TOTAL 75

100

(Source: primary data)

INTERPRETATION:
The table 4.19 explains out of 75 sample respondents, 28(37%) respondents
are willing to spend on watches more than Rs2000,27(36%) respondents are willingness to
spend at Rs1500-2000 and 20(27%) respondents are willing to spend at less than Rs 1500.
Most of the respondents willing to spend on watch at rupees more than 2000.

71
TABLE 4.20

CLASSIFICATIONS OF RESPONDENTS BASED ON TITAN WATCHES ARE

AFFORDABLE.

72
 AFFORDABLE LEVEL NO.OF RESPONDENTS

PERCENTAGE

Strongly agree 21 28

Agree 38

51

Disagree 2

Neutral 14

19

TOTAL 75

100

(Source: primary data)

INTERPRETATION:
The above table4.20explains that out of 75 respondents,38(51%) respondents
are agreed that titan watches are affordable,21(28%) respondents are strongly agree that titan
watches are affordable,14(19%) respondents are neutral and 2(3%) respondents are disagreed
that titan watches are affordable.
Most of the respondents are agreed titan watches are affordable.

73
/TABLE 4.21

CLASSIFICATION OF RESPONDENTS BASED ON RECOMMENDING FOR

USING TITAN WATCHES.

74
 RECOMMENDATION NO.OF RESPONDENTS

PERCENTAGE

Yes 46 61

No 29

39

TOTAL 75

100

(Source: primary data)

INTERPRETATION:
The above table explains that out of 75 sample respondents,46(61%)
respondents are recommending titan watches to others and 29(39%) respondents are not
recommending titan watches to others.
Major respondents are recommending titan watches to others.

75
76
 CHAPTER V

FINDINGS, SUGGESTION AND CONCLUSION.

 Most of the respondents are female.

 Most of the respondents are from the marital status are unmarried.

 Most of the respondents are from age group are 20-30 years.

 Most of the respondents are students.

 Most of the respondent’s monthly income is below Rs5000 and above Rs 15000.

77
  Most of the respondents are graduated.

 Most of the respondents are wearing a wrist watches regularly.

 Most of the respondents are influenced from advertisement.

 Most of the respondents are from purpose of purchasing for own use.

 Most of the respondents prefer to gold frames watches

 Most of the respondents have awareness of titan watches.

 There is a huge difference in quality between titan watches and other brands.

 Mostly the respondents accepted that the publicity of watches by celebrity affects

their buying decision.

 The leather watches are most favorite to respondents.

 Most of the respondents are purchasing watches from watches shops.

 Most of the respondents willing to spend on watch at rupees more than 2000.

 Most of the respondents are agreed titan watches are affordable.

 Major respondents are recommending titan watches to others.

SUGGESTION

The survey of consumers has revealed the like and dislikes and taste regarding wrist

watches and Satisfaction level in relation to Titan industries Ltd. The consumers have

forwarded the following suggestions for the consideration of the company and dealers.

 The respondents feel that the price of Titan watches is too high. They anticipate a

reduction in the price, which can be affordable to all common class of people.

78
  The service for the new watches should be improved.

 One service mechanic must be provided by the company at every showroom to ensure

consumers good service and advice.

 Some respondents feel that the price of spares of Titan watches is high and suggest

for a reduction in prices.

 Some more attractive festival offers and gifts should be given on purchases.

 All varieties of watches should be made available in show room, which cater to the

taste of different income group customers.

 Quality of the leather straps (belt) of watches should be improved.

 Advertisements in local media should be increased. This may cover rural areas also.

 Guarantees should be given for costly interior parts of watch.

 Some respondents suggested that Titan industries Ltd., should manufacture separate

kids and sports watches.

 The dealer has to improve after sales service to satisfy the customers.

CONCLUSION

The Titan brand of watches coming from the Titan industries is known for quality and

performance in the domestic and international markets. The consumer of Titan brand watches

are highly satisfied customers having pride in owning and wearing the most sophisticated,

highly reliable and superior performance watch.

Titan brand watches are in great demand not only in India but also abroad. It is owing

to a fact that they come from a Tata group company.

79
The turnover of titan brand of watches has shown uptrend from year to year. Titan watches

enjoy a lion’s share in the domestic watch market.

Though, there, is increasing demand for all varieties of Titan a watch, a few

suggestions given by the respondents is to be considered by Titan industries. The company

has to put its efforts in improving quality of its watches, introduce new varieties with

changing out look to appeal and attract potential customers for its products. Again the

company can also consider for a reduction in the prices which may make it market leader in

the years to come.

Finally it can be said that the performance of Titan watches is not only amazing but

also highly satisfactory. The company can achieve further success by improvement the

suggestions of the consumers.

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Product Information, and Purchase Intention: An Empirical Study’, Academy of Marketing
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11. Hoyer, W. D., &MacInnis, D. J. (2001). Consumer Behavior. 2nd ed., Boston: Houghton
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Marketing and Management Vol. 13 No. 2, pp. 231-245.
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Impulse Buying Behavior", Asian Journal of Business Management Studies 2 (4): 174-181
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Consumer in a Developing Market and its Manifestations on Buying
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22.AratiBiradar (2014) “Market study of titan watches”. International Journal of Scientific
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Behavior", European Journal of Scientific Research 120 (2): 145-157, March 2014
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Indian Journal of Applied Research, volume 5, Issue 7, pp: 390-391.
25. Praveen Kumar L (2015) Conducted “A study on customer satisfaction of titan watches in
Mysore
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in Computer science and Management studies, volume 3, Issue 6

82
 APPENDIX

“A STUDY ON CONSUMER SATIAFACTION TOWARDS TITAN

WATCHES WITH SPECIAL REFERENCE TO KRISHNAGIRI”

QUESTIONNAIRES
1. NAME:

2. Gender:

a) Male [ ] b) Female [ ]

3. Marital status:

a) Married [ ] b) Unmarried [ ]

4. Age:

a) 10 to 20 [ ] b) 20 to 30 [ ]

83
 c) 30 to 40 [ ] d) Above 40 [ ]

5. Occupation:
a) Student [ ] b) Business person/profession [ ]

c) Government employers [ ] d) others [ ]

6. Monthly income:

a) Below 5000 [ ] b) 5000-10000 [ ]

c) 10000-15000 [ ] d) Above 15000 [ ]

7. Qualification:

a) S.S.L.C [ ] b) Graduate [ ]

c) Post graduate [ ] d) others [ ]

8. How often you wear a wrist watches?

a) Regular [ ] b) Few days or a week [ ]

9. Who influenced you to buy the above stated brands?

a) Internet [ ] b) Social media [ ]

c) Public hoarding [ ] d) Advertisement [ ]

10. What is the purpose of purchasing titan watches?

a) Own use [ ] b) Gift to others [ ]

11. What type of watches would you like to prefer?

a) Straps [ ] b) Gold frames [ ]

c) Metallic frames [ ] d) Plastic [ ]

12. Do you have awareness of titan advertisement?

a) Yes [ ] b) No [ ]

13. What way is titan watches different from others brands?

a) Quality [ ] b) Value of money [ ]

c) After sales service [ ] d) Attractive exchange value [ ]

14. Rank the reason to purchase titan watches.

S.NO PARTICULARS RANKS

1. Design

84
 2. Price
3. Quality
4. Company reputation
5. Attractiveness

15. Does publicity of watches by celebrity affects you buying decision?

a) Yes [ ] b) No [ ]

16. Rank the factors before purchasing a new titan watch.

S.N PARTICULARS RANKS

O
1. Color
2. Brand
3. Quality
4. Price
5. Comfort
6. Water resistance
7. Packaging
8. Size and shape
9. Special features
10. Straps/Bracelets material

17. Level of satisfaction of the consumer towards titan watches.

S.NO FACTORS HIGHLY SATISFIE NEUTRA DIS- HIGHLY

SATISFIE D L SATISFIE DIS-
D D SATISFIE
D
1 Design
2 Price
3 Quality
4 Attractive
5 Company
reputation
6 Status
7 After sale
service
8 Battery

85
 working
9 Offers
10 Collections

18. Which of the following is your favorite strap/bracelet material?

a) Alligators [ ] b) Leather [ ] c) Steal [ ]

d) Titanium [ ] e) Rubber [ ]

19. Where do you usually purchase the watches?

a) Online [ ] b) Watch shops [ ] c) Branded watch shop/jewelry [ ]

20. How much you are willing to spend on watches?

a) Less than 1500 [ ] b) 1500 to 2000 [ ] c) More than 2000 [ ]

21. Titan watches are affordable?

a) Strongly agree [ ] b) Agree [ ] c) Disagree [ ] d) Neutral [ ]

22. Are you recommending using titan watches to others?

a) Yes [ ] b) No [ ]

86