Journal of Indian School of Political Economy

ISSN : 0971-0396
Volume: 35, No: 09, July – December : 2023
A STUDY ON STUDENT’S PREFERENCE AND SATISFACTION TOWARDS DIFFERENT
BRANDS OF SMART WATCHES (With special reference to Erode)

Dr.K.V.Shanmugavadivu, Ms.N.Kowsalya, Ms.R.Akalya Assistant Professor, Department of

Business Administration, Kongu Arts and Science College (Autonomous), Erode. E-mail:
vadivuanand77@gmail.com

ABSTRACT
The development and advance of technology are enormous this time. The most emerging technology
by now is the Internet of Thing (IoT) which allow many technological devices to be connected
through the internet. One of the implementations is wearable devices, the wireless sensor attached in
the body that open new experiences to the daily life activities. Although experiments on wearables
have been conducted since the early 1980s, wearables have only recently come into general users.
Today's smartwatches run mobile operating system and function as a portable media player, FM
radio player, audio, and video files through a Bluetooth or Wi-Fi connection. Smartwatch also has the
ability as the extension of its pairing smartphone in providing phone call and texting features.
KEY WORDS: Smartwatch, Customer satisfaction, Customer preference.

I. INTRODUCTION
In April 2014, few smart watches were equipped with digital camera. It has a resolution of two
megapixels and can record video in 720p. At this time large number of smart watches were released
from various watches were released (Razer Inc, Archos).
Students are keen to make use of new technologies to enhance their learning. At the latest, the launch
of the smart watch has made the general public aware of the smart watch and the possibilities, at least
according to the marketing hype, that these wearable computers offer. The sales of smart watches are
predicted to increase rapidly in the next years and many of the adopters of this technology will
undoubtedly be students. Smartphones have become embedded everyone’s life. However, smart
watch as an extension of Smartphone’s has experienced a different thing. The sales of smartwatches
are predicted to increase rapidly in the next years and many of the adopters of this technology will
undoubtedly be students. Smartphones have become embedded in everyone’s life. However,
smartwatch as an extension of smartphones have experienced a different thing.

II. REVIEW OF LITERATURE

Shweta A. Panchbudhe, NandkishorBankar, SanikaKalambe, UjwallaGawande, 2021, It is based
on a Questionnaire Study about the Experiences of Smart Watches of Different Brands. Smart
watches are becoming increasingly common because they allow users to access and communicate
online information while on the move. Smart watches also offer the user spatial and temporal
information and show a map on the screen. It's a modern device that came out a few years ago. A smart
watch is a modern technology that incorporates smart phone functionality with continuous data
monitoring to encourage fitness, such as step tracking, heart rate monitoring, energy consumption,
and physical activity levels. It also provides users with input to help them control their health. The
study's findings indicate that smart watches are becoming more common and useful for people in their
daily lives, as they allow users to access information about their environment and body-related
conditions.
Mark M. Afrouz and Tobias Wahl, 2019, The rapid growth and increased competition in today’s
technology industry leads to a growth in consumers’ expectations on new presented products. The
results of this study provide empirical evidence that the attitude towards using was the strongest
predictor for the intention to purchase smartwatches. The outcomes further show that the attitude is
influenced by the two hedonic factors perceived enjoyment and design aesthetics as well as by the
utilitarian factor perceived usefulness. Out of those three factors perceived enjoyment was found to
exert the strongest influence on attitude.

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Journal of Indian School of Political Economy
ISSN : 0971-0396
Volume: 35, No: 09, July – December : 2023
III. OBJECTIVES:
1. To study the students’ preference towards different brands of smartwatches.
2.
o identify the factors influencing the respondent’s to prefer the different brand towards smartwatches.
3. To measure the level of satisfaction and respondent’s towards different brands of
smartwatches.
4. To find out the problems faced by the respondent’s towards different brands of smartwatches.
5. To offer suggestion to overcome the problems in different brands of smartwatches.

IV. SCOPE OF THE STUDY

The study was conducted in Erode region using a questionnaire to find the preference and level of
satisfaction with respect to the branch of smartwatches (APPLE, NOISE, FIREBOLTT, OTHERS).
The data was collected from the both male and females. Respondent’s’ of different educational
qualification were included in the study.

V. LIMITATIONS OF THE STUDY

The following are the limitations of the study:
• A sample size of 200 respondent’s was only chosen due to the time constraint for the study.
• The area of study is restricted to Erode only. So, the result may not be generalized to other
places.
• The accuracy of the figures and data depends on the respondent’s’ view.

VI. RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of the data in a manner
that aims to combine relevance to the research purpose with economy in preceding the research is
descriptive in nature.
Descriptive Research
Descriptive research includes surveys and fact finding enquiries of different kinds. The major purpose
of descriptive research is description of the state of affairs as it exists at present. In social science and
business research we quite often use the term Ex Post Facto Research for descriptive research studies.
Sample Design
Sampling may be defined as the selection of some part of an aggregate or totality on the basis of which
a judgment or inference about the aggregate or totality is made. In other words, it is a process of
obtaining information about an entire population by examining only a part of it.
Simple Random Sampling
Simple random sampling is the method of sample selection which gives each possible sample
combination an equal chance of being included in the same.
Sampling Frame
The sources of information are only students. The sampling frame includes following which are as
follows:
Sampling Unit
Sampling unit of this study was students from various college at Erode who are using smartwatches.
Sampling Size
Sampling size is 200 students from Erode.
Sampling Technique
Sampling Technique used in this study is Non-Probability Convenience Sampling. It is that type of
sampling where the researcher selects the sample according to his convenience.
Data Collection
A) Primary Data
The primary data are those which are collected afresh and for first time, and thus happen to be original
in character. The primary data for the research study is called using a structured questionnaire. A
questionnaire consists of a no. of questions printed or type in a definite order on a frame or forms.
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Journal of Indian School of Political Economy
ISSN : 0971-0396
Volume: 35, No: 09, July – December : 2023
B) Secondary Data
Secondary data means data that are already i.e., they refer to the data which have already been
collected and analyzed by someone else. The secondary data for this study purpose was collected
through various courses such as company internal records, journals, websites, books, magazine, etc.
TOOLS USED IN THE STUDY
The collected data were analyzed with the help of tools. They are:
Percentage Analysis
Chi-Square Analysis
During the analysis stage, the other statistical tools like tabulation was used to tabulate the data
collected.
Percentage analysis:
Percentage analysis is done to find out the percentage of the response from the respondent. The
percentage method is used for comparing certain features and the collected data represented in the
form of percentage in order to give effective understanding of comparisons made.
Chi-Square Analysis
A chi- square statistic is a measurement of how expectations compare to result. The data used in
calculating a chi- square must be random, raw, mutually exclusive drawn from independent variables,
and drawn from a large enough sample.

VII RESULT AND DISCUSSION:

Table:1.1 Demographic profile
Demographic profile Classification No. of Respondents Percentage
Gender Male 130 65
Female 70 35
15-17 Years 52 26
Age Group 18-21 Years 90 45
22-25 Years 58 29
Place of Residence Rural 32 16
Semi rural 30 15
Semi Urban 66 33
Urban 62 31
School 28 14
Under Graduate 90 45
Educational Qualification Post Graduate 58 29
Diploma 24 12
Monthly Income Up to 10,000 82 54.7%
10,001 - 20,000 32 21.3%
20,001 - 30,000 12 8%
Above 30,000 24 16%
3-4 84 42
Family Size 5-6 68 34
Above 6 48 24
Agriculture 7 3.5%
1 48 24
Usage of smartwatch by2 24 12
respondents family members 3 88 44
Above 4 40 20
Interpretation:-
The above table shows that, 65% of the respondent’s are male and 35% of the respondents are female
respondent’s. 45% of the respondent’s where belongs to the age group between 18- 21 years ,29% of
the respondent’s age group between 22-25 years, 26% of the respondent’s age group between 15-
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Journal of Indian School of Political Economy
ISSN : 0971-0396
Volume: 35, No: 09, July – December : 2023
17years. 31% of the respondent’s residence is urban, 33% of the respondent’s residence is semi
urban, 16% of the respondent’s residence is rural. 45% of the respondents are Under Graduates, 29%
of the respondent’s are Post Graduate students, 14% of the respondent’s are school students, 12% of
the respondent’s are Diploma. 42% of the respondent’s family are 3-4 members, 34% of the
respondent’s family are 5-6 members, 24% of the respondent’s family are above 6 members. 44% of
the respondent’s family members (3) using smartwatch,
Table: 1.2 Students Preference towards different brands of Smartwatches
Internet 68 34
Advertisement 62 31
Source of Information Relatives 20 10
Friends 50 25
Internet 68 34
Apple 66 33
Brand preference Noise 48 24
Fire Bolt 42 21
Others 44 22
Features 48 24
Factors to prefer Price 24 12
smartwatch brand Quality 88 44
Privacy 40 20
Price and features 1 0.5%
Under 1000 26 13
Amount spent for buying1000-1500 58 29
smartwatch 1500-2500 64 32
Above 2500 52 26
Usage of smartwatch inSometimes 84 42
study environment Rarely 60 30
Always 40 20
Never 16 8
Sometimes 70 35
Usage of smartwatch inRarely 28 14
outdoor place Always 96 48
Never 6 3
Time & Date 55 27
Purpose of usingHealth Tracker 30 15
smartwatch Calling 100 50
Others 16 8
Time & Date 55 27
Warranty period of6 Months 34 17
smartwatch 1 Year 90 45
1-2 Year 60 30
Above 2 Year 16 8
Occasion for buyingRegular Time 22 11
smartwatch Offers/Discount 88 44
Festival Time 68 34
Others 22 11
Payment mode of buyingDebit / Credit Card 64 32
smartwatch Cash 86 43
UPI 50 25

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Journal of Indian School of Political Economy
ISSN : 0971-0396
Volume: 35, No: 09, July – December : 2023
Interpretation:-
From the above table it is found that, 44% of the respondent’s (3) family members using
smartwatch, 34% of the respondent’s get awareness about the smartwatch through internet, 33% of
the respondent’s were prefer Apple brand of smartwatch, 44% of the respondent prefer quality of the
smartwatch, 32% of the respondent’s spent Rs.1500-2500 to buy smartwatch, 42% of the
respondent’s sometimes use the smartwatch in study environment, 48%) of the respondent’s always
use the smartwatch in outdoor place, 50% of the respondent’s uses calling function in the
smartwatch, 45% of the respondent’s smartwatch warranty period is 1 year, 44% of the respondent’s
make purchase on the offers and discount occasion, 43% of the respondent’s were prefer cash
payment.
Table:1.3 Satisfaction level towards smartwatch
Description HS % S % N % DS % HDS %
Price 54 27 62 31 38 19 26 13 26 10
Quality 58 29 46 23 40 20 32 16 24 12
Privacy 55 26 60 30 37 15 25 12 12 4
Design 42 21 88 44 34 17 14 7 22 11
Size 60 30 37 15 25 15 25 12 12 4
Speakers 54 27 46 23 40 20 32 16 24 12
Notification 62 31 38 19 46 23 26 13 26 10
Waterproof 42 21 88 44 34 17 32 16 24 12
Health tracking 54 27 62 31 38 19 26 13 26 10
Learning 53 26 38 19 46 23 26 13 26 10
Interpretation:-
From the above table it is found that, 31% of the respondent’s are satisfied with price, 29%
of the respondent’s are highly satisfied with Quality, 30% of the respondent’s are satisfied with
privacy, 42% of the respondent’s are highly satisfied with waterproof. 31% of the respondent’s are
satisfied with health tracking, 26% of the respondent’s are highly satisfied with learning.
CHI-SQUARE ANALYSIS
TABLE 1.4
RELATIONSHIP BETWEEN GENDER AND FACTORS INFLUENCED TO BUY
SMARTWATCH
Null hypothesis (HO): There is no significant relationship between gender and
factors influenced to buying smartwatch.
Alternate Hypothesis(H1): There is significant relationship between gender and factors
influenced to buying smartwatch.
GENDER AND FACTORS INFLUENCED TO BUYING SMARTWATCH
CROSS TABULATION
Factors influenced to buying smartwatch
Gender Total
Price Quality Features Design Others
Male 52 32 30 38 2 154
Female 12 10 8 16 0 46
Total 64 42 38 54 2 200
CHI- SQUARE TEST
5% level of
Factor Calculated value Table value Degree of freedom
significant
Gender 2.644 9.49 4 Not significant

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Journal of Indian School of Political Economy
ISSN : 0971-0396
Volume: 35, No: 09, July – December : 2023
Interpretation:-
From the above table it is found that, It could be observed from the above table that the calculated
value of chi square is less than the table value. Hence the null hypothesis is accepted and it is concluded
that there is no significant relationship between gender and factors influenced in smartwatch.
TABLE 1.5
RELATIONSHIP BETWEEN AGE GROUP AND LEVEL OF SATISFACTION IN
SMARTWATCH
Null Hypothesis (HO): There is no significant Relationship between age group and
preference towards smartwatch.
Alternative Hypothesis (H1): There is a Significant Relationship between age group and preference
towards smartwatch.
AGE GROUP AND LEVEL OF SATISFACTION IN SMARTWATCH
CROSS TABULATION
Age Price Quality Waterproof Others Total
15-17 30 36 10 12 88
18-21 27 55 3 17 102
22-25 3 6 1 - 10
Total 60 97 14 29 200
CHI-SQUARE TEST
Factor Calculated Value Table Value Difference Level Of
Value Significance
Age Group 12.9732 16.919 9 5%
Interpretation:-
From the above table it is found that, It could be observed from the above table that the calculated
value of chi-square is less than table value. Hence, the null hypothesis is accepted and it is concluded
that there is a significant relationship age group and preference towards smartwatch.

SUGGESTIONS:
Many respondent’s suggested that voice control of the smart watch must be improved.
Some of the devices stop responding at times, this problem must be sorted out.
Many respondent’s suggested that touch screen also must be improved.
Display in these watches are not comfortable for the vision so the display must be altered with
other type of screen.
Body built is not so much strong so it is very danger to use smartwatch while playing games,
so the body must be built strong.

CONCLUSION:
Smartwatches are changing the world as we live in. Not so much right now but in the near future the
smartwatch will be the best thing around. The old generation faces a lot of social discrimination
especially in the modern societies. Old age seems to be a bother to the young generation bearing in
mind that old people often experience higher levels of dependency than the young generation.
However, there are ways through which modern technology can be adopted in order to combat the
negative. The study concluded that many students were highly interested to buy smartwatches. As a
result of that many companies were started to infuse more technology in smartwatches. The wearable
world is constantly changing. Every year, new products and brands are introduced, offering better
metrics and user experience, while other brands fade away from the consumer market for different
reasons. Improvements in product quality provide new research opportunities. It is clear that
smartwatches of all brands are readily available, and students like them because they can be used
anywhere and include all updates, as well as a health status at the gym, calling option, or in GPS.

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Journal of Indian School of Political Economy
ISSN : 0971-0396
Volume: 35, No: 09, July – December : 2023
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Web Resources:
1.https://www.researchgate.net
2. https://ww w.academia.edu

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