CONSUMER PERCEPTIONS

ABOUT DIFFERENT BRANDS

OF WATCHES…

GROUP - 3
 INTRODUCTION
• The association reflect the fact products are used to express

lifestyles whereas other associations reflect social positions, and

professional roles.

• Marketers use brand associations to differentiate, position, and

extend brands, to create positive attitudes and feelings towards

brands, and to suggest attributes or benefits of purchasing or using

a specific brand.

• Brands help consumers judge the value of a product. Consumer

perceptions play a very important role for brand equity and brand

loyalty.
 OBJECTIVE
• Why buy me?

• The objective of this research is to find out why consumers

choose a particular brand of watch and how they perceive the
different brands of watches.

• It is conducted also to find out how loyal they’re to the

particular brand.
 RESEARCH DESIGN
• A research design is a framework or blueprint for conducting

the marketing research report.

• Descriptive Research where consumers and retailers will be

studied about the perceptions of different brands.

• A comparison of the different brands will also be brought about.

• POPULATION:
The survey is proposed to be conducted on a group of
consumers within the age group of 20 - 30 years and above.

• SAMPLE SIZE:
We’re planning to reach out to 100 consumers and retailers
for our study.
• SAMPLING TECHNIQUE:

We’re following the Random Sampling technique

where consumers and retailers will be interviewed on a
random basis.
 QUESTIONNAIRE

The questionnaire consists of an

approximate mix of open-ended and closed

ended questions.
 RETAILER
1. What is the average number of customers who walk into your shop in a day?
Below 50
50-100
Above 100
 
2. How well are the consumers aware of the different brands of watches?
Good knowledge
Medium knowledge
Poor knowledge
 
3. Which is the most commonly purchased watch for men?
Titan
Omega
Citizen
Guess
Others, specify
 
4. Which is the most commonly purchased watch for women?
Titan
Omega
Citizen
Guess
Others, specify

5. Rank the attributes the customers look for while purchasing.

Price
Quality
Size
Colour
Brand
Others, specify
 
6. What according to you is the role of promotional offers in promoting a brand?
Very important
Important
Neutral
Not very important
Not required
7. What kind of watch strap is preferred by consumers?
Plastic
Leather
Metal
Textile

8. What other information do the consumers enquire about

before purchasing a watch?
 CONSUMER
1. Where do you usually shop?
Malls
Branded showrooms
Others, specify
 
2. Which brand of watch do you prefer?
Titan
Omega
Citizen
Guess
Others, specify
 
3. On what basis do you make your purchase?
Price
Quality
Size
Colour
Brand
All
Others, specify

4. How loyal are you to this particular brand?

Very loyal
Loyal
Neutral
Not very loyal
Not loyal
 
5. How long have you been loyal to this brand?
Below 1 year
1 year - 4years
Above 4years
6. What are the reasons for your brand loyalty?
Attractiveness
Design
Quality
Brand Image
 
7. How did you come to know about this brand?
Advertisements
Friends
Relatives
Others, specify

8. How good is the after sales service of your brand?

Good
Average
Above Average
Excellent
Poor
9. What kind of watch strap do you prefer?
Plastic
Leather

Metal
Textile

 
10. Any other quality or feature that made you loyal to this
brand?