(1) Introduction

"Marketing is the set of human activities directed at facilitating and consummating

exchanges."
- Philip Kotler:
The societal marketing concept holds that the organisation's task is to determine
the needs, wants, and interests of target markets and to deliver the desired
satisfactions more effectively and efficiently than competitors, in a way that
preserves or enhances the consumer's and the society's well-eing.!
-Philip Kotler:
"ossily the most challenging concept in marketing deals with understanding why
uyers do what they do #or don$t do%. &ut such knowledge is critical for marketers
since having a strong understanding of uyer ehavior will help shed light on what
is important to the customer and also suggest the important influences on customer
decision making. 'sing this information marketer$s can create marketing programs
that they elieve will e of interest to customer.
(s you might guess factor affecting how customer make decision are extremely
complex. &uy (s you might guess factor affecting how customer make decision are
ehavior is deeply in psychology with dashes of sociology thrown in )ust to make
things more interesting. *ince every person in the world is different, it is impossile
to have simple rules that explain how uying decision are made ut those who have
spent many years analy+ing customer activity have presented us with useful
,-uidelines$ in how some one decides whether or not to make a purchase.
.nowing the consumer ehavior of a product has always helped in understanding
the customers etter. /t serves as a feedack for the producers, gives them
knowledge aout there competitors etc. The feedack is usually taken y doing a
survey on the consumers who own the product and also those who don$t have the
product.
0
/f a marketer can understands consumer uyer ehaviour, they will e in a etter
position to target products and services to them. &uyer ehaviour focused upon
the needs of individual, groups and organi+ation. /t is important to understand the
relevance of human needs to uyer ehaviour. To understand consumer ehaviour
is to understand how the person interacts with the marketing mix. The psychology
of each individual considers the product or service on offer in relation to their own
culture, attitude and previous learning and perception. The consumer than decides
whether or not to purchased and were to purchased. 1ompetition analysis is to
plan effective competitive marketing strategies2 the company needs to find out all
it can aout its competitor. /t must constantly compare its products, price,
channels and promotion with those of close competitor in this way the company
can find areas of potential competitive advantage and disadvantage. The company
might define competitors as all firms making the same product or class of
products.
The pro)ect was undertaken for sai (gency (hmednagar. (uthorised dealer of
Titan wrist 3atch 1ompany 4ne of the leading (gency in (hmednagar market
dealing with selling of wrist watches.
The research deals with consumers uying ehaviour with respect to wrist watch.
(nd consumer satisfaction with respect to Titan company wrist watch. This
research will help wrist watch companies in identifying factors which affects the
uying ehaviour of the consumers. 3hile purchasing a wrist watch there is so
many factors in the uying ehaviour of consumers. The uying ehaviour is
different in different consumers. Thus this factor can e studied y the wrist watch
company for marketing the products and services.
5
(2) COMPANY PROFILE
Titan /ndustries is the world$s sixth largest wrist watch manufacturer and
/ndia$s leading producer of watches under the Titan, 6ast-track, *onata,
7eula 8ylys rand names. /t is a )oint venture etween one of /ndia$s most
respected usiness organi+ations, the Tata -roup, and the Tamil 7adu
/ndustrial 9evelopment 1orporation #T/914%. /ts product portfolio includes
watches, accessories and )ewellery, in oth contemporary and traditional
designs. /t exports watches to aout :5 countries around the world with
manufacturing facilities in ;osur, 9ehradun, -oa and manufactures precious
)ewellery under the Tanish< rand name, making it /ndia$s only national
)ewellery rand.
Titan watch division was started in 0=>?. (t launch it was the third watch
company in /ndia after ;MT and (llwyn. Titan formed a )oint venture with
Timex, which lasted until 0==>, and setup a strong distriution network across
/ndia. (s of 5@@A, Titan watches account for a 5AB share of the total /ndian
market and are also sold in aout C@ countries through marketing susidiaries
ased in Dondon, (den, 9uai and *ingapore. Titan watches are sold in /ndia
through retail chains controlled y Titan /ndustries.
Titan /ndustries has claimed to have manufactured the world$s slimmest wrist
watch - Titan Edge. "roduced indigenously after four years of research and
development, the Titan Edge has a total slimness of )ust :.A mm and a wafer
thin movement of 0.0A mm. (part from the Titan Edge, Titan also offers *teel,
Fegalia, Faga, 6ast-track, Technology, 7eula, &andhan, *onata, 4ctane,
special F;osur, Tamilnadu.
Early 5@@0, when /ndian consumers rated Titan ahead of all other rands as
the Most (dmired &rand in /ndia across all product categories #the first ever
such survey done y &rand E<uity%, it did not surprise people that a 0: year-
old had managed to upstage many older and more well-known randsG it was
expected of Titan to achieve such things, it was so natural.
/t was also a fitting triute to a rand, which had not only revolutionised the
/ndian watch industry, ut also rought in world-class enchmarks in product
design, <uality and retailing into /ndia.
&ack in the early eighties, the Tata -roup had identified the watch category as
a potential consumer market for the Tata to enter. 8erxes 9esai, a Tata veteran
and the then M9 of Tata "ress, was chosen to lead that venture.
:
/n those days of pre-lieralisation the watch market, like most consumer
markets in /ndia, was way ehind the rest of the world. The technology in
vogue was the reliale, ut outdated "Mechanical" technology, which used the
unwinding of a mechanical spring to tell time. 7ot only was the accuracy of
time-keeping not good enough, ut the ulky mechanical movement did not
permit the creation of sleek products. The industry was dominated y the
pulic sector which had rought in watch manufacturing into /ndia, en)oyed
tremendous goodwill in the market, ut had not really invested in evolving
itself and its consumersG styling still remained asic, choice was limited.
The watch shops were narrow, dingy and typically located in the older,
traditional markets of the city. Hou went there only to uy a watch, never to
rowse, never to simply check out. Iisual merchandising was very much at
the stage of "decoration" if any, and neither the rands nor the retailers saw it
as important. The companies themselves did not have much contact with
retailers, preferring to sell through wholesalers, doing well that way. There
was hardly any need for consumer contact or research. /t was a sellers' market.
(ll this affected the consumers. 3atches remained a time-keeping device, so
one watch was enough, thank you. *ince the <uality of the watch was <uite
good, it lasted <uite a while, and the consumers did not change it for 0@, 0A, 5@
years. (nd when they did change it, they did not pay a high price for the new
piece ecause, what the hell, they were uying another time-keeping device.
8erxes 9esai's vision was to dramatically alter this perception of consumers,
and make Titan a fashion accessory. ;e knew that that was the only way that
this new rand would explode the market and wrest control from the dominant
;MT. *o he and his team went aout reaking all the rules in the categoryG
Mechanical technology was the norm - Juart+ had not really taken off in
/ndia. Titan would go against that and uild its line ased on <uart+. (ccuracy
would ecome a selling-plank.
*tyling was asic - This was a constraint imposed y the technology as well
the outlook of the manufacturers. Titan decided to make style a tale-stake.
1hoice was limited - Hou had 5@@ models to pick from, that was it. Titan
decided to inundate consumers with a wide choice in style, functions and
price. The initial range was :A@ models.
*hops were dark, dingy and uninteresting - There was no importance given to
presentation, and therefore no attempt made at it. Titan rought in the concept
of retailing into the watch market, estalished a network of fine showrooms
which would later ecome the world's largest network of exclusive watch
stores. These stores not only helped Titan to gain leadership sustantially, ut
also irrevocaly altered the retail landscape of the watch market through a
demonstration effect on the traditional dealers.
(dvertising was expenditure - Titan saw this as a vital investment. Fight from
9ay 0, Titan invested significantly in advertising and in that process created a
set of memorale and effective properties over the years.
*o Titan, acked y world-class <uality created at a world-class plant located
)ust off &angalore, acked y the Tata name, was launched into the /ndian
market on the ack of these new rules. /t created waves right in the early days,
C
mesmerised consumers, demolished competition and rode into the sunset with
panache.
Today, in early 50st century /ndia, it is taken for granted that a watch is a
fashion accessory. Titan dominates the market, with a K@B share of the
organised sector market #the total market, including the unorganised sector, is
estimated at around C5 million units%. Titan's <uality record is impressive, its
sales and service network is wide and deep, and its network of exclusive
showrooms, The 3orld of Titan, is one of the most prestigious and visile
retail rands in the country, offering world-class levels of shopping comfort
and customer service.
3hat is truly ama+ing aout Titan is the sheer scale of its offering and the
conse<uent choice it offers to multiple segments across taste, age and
economic ackground. Titan saw this approach as the foundation of its
leadership strategy in the early days. Even the early range had distinct
offerings for different re<uirementsG formal watches #gold plated cases with
fine leather straps% for the executive, dress watch #gold plated cases with
ornamental gold plated racelets% for those with a preference for )ewellery,
rugged watches #all steel watches with a skew to functionality% for those
whose usage demanded a certain duraility.
Titan has uilt on this principle over the last 0A years, almost year after yearG
Titan Hitor!
/n 0=>=, it was (<ura, the trendy range for the youth, colourful, smart
and affordale plastic watches for the youthG The other side of Titan for
the other side of you.
/n 0==5, it was Faga, the ethnic range, with striking symolism from
ethnic /ndia, for the sophisticated /ndia woman who appreciated such
things.
/n 0==:, it was /nsignia, very distinctive and international-looking top-
end watches, for those seeking exclusivity and status.
/n 0==C, it was psi 5@@@, rugged, sporty and very masculine watches
with serious sports features #5@@-m mater resistance, high precision
chronographs% for those with the penchant for adventure.
/n 0==K, it was 9ash, the cute and colourful range for kids.
/n 0==?, it was *onata, the affordale, good <uality range for the
udget-conscious.
/n 0==>, it was 6ast-track, the cool, trendy, funky range for the young
and young-at-heart.
/n 0===, it was 7eula, the sold gold and diamond-studded range of
luxury watches for those affluent people to whom gold is a precious
ac<uisition.
/n 5@@0, it was *teel, the smart and contemporary collection for the
young 50st century executive.
A
(nd in 5@@>, the rand has collections like the 4ctane, 9iva, 336
and Loop - each of them uni<ue and fascinating.
The underpinning of this entire market development and segmentation is
/nnovation. Titan has kept innovation core to its strategy, realising fully that
the only way to sustain the fashion accessory perception is y continuously
coming out with collections that make the current ones somewhat dated,
therey creating a certain discomfort in the consumers' mind, which leads to
another purchase. This impact has shown up in every one of the collections
spoken of earlier. They were fresh and distinctive, unlike what consumers had
seen efore, and thus created curiosity, walk-ins and sales.
( stellar example of Titan's /nnovation is Edge, the slimmest watch in the
universe. Titan's F M 9 talent created a wafer-thin <uart+ movement, a mere
0.0Amm thin, over C years of development work. The immensely talented
9esign team collaorated with the Manufacturing group to create Edge, a :.A-
mm watch, a gem of elegance, with water-resistance to ootN Edge was
launched in /ndia early 5@@5 to tremendous market acclaim and sales success.
/t is a design and technological marvel, which )ustly received the &est 9esign
(ward in the Difestyle "roduct 1ategory in the first annual design contest
organised y &usiness 3orld and 7/9.
Titan also chose to invest heavily into showcasing all this innovation to the
consumer through advertising. 6rom 9ay 0, the 'catalogue" advertising of
Titan ecame its trademark as it was used regularly and effectively to
merchandise new models. The catalogue ads also helped customers to shop off
the page and almost decide which model they wanted to pick. Fetailers also
ecame used to seeing customers walking into shops with newspaper
"cuttings", asking for the models shown there. This approach continues to this
day, with mostly the same effect.
/n the early nineties, Titan chose to develop the "-ifting" market. 3atches had
always een favourite things to gift, and Titan had enefited from that. Titan
was convinced that there lay a greater potential in that segment. ( set of :
films were developed in 0==0 around : relationships, where the gifting of a
Titan culminated in a moving personal moment and a strengthening of the
ond etween the protagonists. These films ecame a ig hit and created a
genre of advertising films which lasted a good > years. 9uring those years, a
series of films involving a variety of characters #father, daughter, teacher,
oyfriend, ex-oyfriend, and thiefN% and with local flavour #for 4nam in
.erala, "u)a in &engal% were created and released. These not only helped uild
a good-si+ed gift segment for Titan, ut also ecame Titan's Theme 1ampaign,
uilding strong emotional values for the rand. 4ne of the films in the series,
where a man and his younger daughter conspire to give his older daughter a
Titan as a surprise gift at her wedding, released around 0==C, went on to
ecome the most popular Titan film ever, even voted y the viewers of Lee
Television as the second most liked TI commercial on the channel.
K
The most enduring part of the Titan advertising has een the music track.
1hosen y 8erxes 9esai and the creative head of 4 M M in 0=>? for its class
and western vies, the segment from Mo+art's 5Ath *ymphony has argualy
ecome /ndian (dvertising's most memorale track #incidentally, and perhaps
not coincidentally, this was the most liked advertising track in the same Lee
TI survey%. *tarting in 0=>? in its pure classical versions, with a single violin
playing the melody, this piece has een rendered in countless innovative
versions over the yearsG /ndian 1lassical, /ndian 6olk, 4peratic, Fock, 6unk,.
(nd has ecome such a powerful audio mnemonic for the rand.
(nother successful customer-facing aspect aout Titan has een its stores.
4rganised retailing did not exist in the late eighties. The concept of exclusive
rand stores was almost non-existent. /n a pioneering effort that dramatically
altered industry standards, the 3orld of Titan was orn. Docated in the newer
parts of a city, with a good frontage and layout, the showroom immediately
stood out on the street and attracted walk-ins. 4nce inside, you were totally
impressed with the presentation. Hou walked along the wall, where recessed
"mood windows" showcased specific collections in the appropriate context
with the help of visuals, decorative props and word #the place looked almost
like an art gallery%. Hou could get a etter idea aout that collection through
such a contextual presentation and could make up your mind which collection
was right for your re<uirement. Then you would walk along to the selling area,
where the entire range was displayed in style. *mart and helpful salespeople
waited on you there and helped you choose the est piece y giving you
information and suggestions. Hou walked away overwhelmed.
This experience now has over 5AA ranches and has penetrated the width and
readth of /ndia. ;elping the rand increase sales, increase price premium, sell
the more expensive watches, improve image, keep competition at ay and
keep the rand name salient on the high streets of the country. Fefurished
with a contemporary look in 5@@0, this chain has ecome even more integral
to the rand's destiny today.
9oing all this in style has earned Titan enormous goodwill and respect. Titan
was voted the Most (dmired &rand #across categories% in /ndia y consumers,
in the first such study y &rand E<uity done in 5@@0. Titan was voted the Most
(dmired 1onsumer 9urales Marketer y industry professionals, > out of =
times #the ninth time it was 7o 5%, in ( M M's annual survey done etween
0==5 and 0===. Titan was voted the Most Fespected 1onsumer 9urales
1ompany in a &usiness 3orld *urvey in 5@@:. 1onsumers and professionals
alike have resonated e<ually to Titan's successful efforts in ringing
international standards to /ndia. (nd in 5@@>, it emerges as the 5Cth Most
(dmired &rand in the ET Most (dmired &rands survey done annually, it was
also the most admired 1onsumer 9urale rand.
?
Titan has also done the seemingly impossile reverse thingG taking /ndian
<uality to international markets. *ince starting export operations in a small
scale to the Middle East in the early nineties to exploit the resident 7F/
population, Titan has come a long way. Moving into the European market in
the mid-nineties and (sia "acific in the late nineties, Titan today sells in the
'., *pain, "ortugal, -reece, *ingapore, 9uai, Malaysia, 4man, "hilippines
and many more countries. The customers are no longer only 7F/s. They are
the Thais, the -reeks, the (ras, the 6ilipinos - through a comination of
1ontemporary *tyle, -reat Juality and -reat "rices, Titan has put together an
irresistile proposition for the people of these countries. 3ith over 0@@ million
satisfied consumers and a track record of reaking the rules, Team Titan faces
the 50st 1entury with a mix of passion, excitement and energy.
HO" #I# THE TITAN M$%IC ORI&INATE'
The idea of using the flamoyant third movement from Mo+art's 5Ath
*ymphony in - minor, written when Mo+art was only 0? years old, came from
*uresh Mullick who was 4 M M's creative head in 0=>K when Titan's first TI
campaign was eing planned. Mo+art's symphony had already een
immortalised for contemporary non-cognoscenti in one of the greatest movies
of our time, (M(9E'*, which was released in 0=>C.
The music was such a resounding success that it was never ever dropped, and
no thoughts were ever entertained of making a change.
&ut the original score did go through numerous metamorphoses as it was
rendered with musical instruments that Mo+art could not have even heard of,
leave alone heard. "erhaps it is in the nature of great and enduring music that
it can e adapted to such a variety of powerful visual images united only y a
single mood and message.
The music was singularly appropriateG it exuded enthusiasm and energy,
flamoyance and power, tenacity and triumph. /t was young and full of +est,
typical of the composer himself. Het it was classy and elegant. (nd, of course,
it was very European. &oth the music and the man who wrote it perhaps the
greatest musical genius of all time had all the right connotations and fitted so
very well with the character of the rand and of the organi+ation that we were
seeking to create.
>
(() Pro)*+t Pro,ile
This pro)ect is carried out for *ai (gency authori+ed dealer of Titan wrist 3atch 1ompany.

Titan -ran)
Sonata
(ssociated with the /ndian working class, the Titan *onata watches collection
comprises of oth analog and digital watches. The metal strap of the *onata watches
is a ig hit with the /ndian working class men. Today, *onata is Titan's rand for the
economy market and is the largest watch rand in /ndia in terms of volume sales. The
Titan *onata watches come in over KA@ models across various looks and designs in
plain gold, steel and dual tone watches that are suitale for various occasions, styles
and personalities. Fecently, Titan *onata watches have forayed into the plastic watch
arena as well. ;ere are some of the Titan *onata watches availale in /ndiaG

1 Sonata
2 Fast-track
3 Classique
4 Regalia
5 Raga-diva
6 Octane
7 Nebula
!dge
" #eritage
1$ Orion
11 %oo&
12 'itan )uto*atic
13 ++F
14 ,aris-*a
15 Ro.ale
16 Retrograde
=
SF Watches
The Titan *onata *6 #*uper 6ier% watches have een introduced at the watch market
in /ndia to counter the threat of cheap 1hinese watches and others of spurious <uality.
( perfect comination of analogue and digital watches, the Titan *onata *6 3atches
are priced in the and Fs. 5?A-Fs. AA@ and targets the youth segment in the age group
up of 0K-5@ years.

Titan Sonata Delightful Duo Watches
Titan has come up with two wonderful watches that come in a pair - one for man and
the other for woman. 9ued as *onata 9elightful 9uo the watches have refreshingly
new design. The Titan *onata watches for men have large rectangular dials which a
delicate finish and golden chain like ands. The watches for women have a similar
make with a personification of feminine grace. The *onata 9elightful 9uo is a
wonderful gift item.
Titan Sonata Yuva Collection
The *onata Huva collection consists of a series of young, trendy and colorful watches
targeted for the younger generation of /ndia. This is also captured in the tag line that
says '7aya Oosh, 7aya Iishwas'. The watches in the Huva collection are availale for
oth ladies and gents at an extremely affordale price. The Huva collection watches
are availale in oth gold and steel look, with oth metal and leather straps therey
offering a reat variety to the consumer. The Titan *onata "Huva" watches are availale
at all 3orld of Titan stores and exclusive *onata showrooms and more than 0@,@@@
authori+ed *onata dealers across /ndia
0@
Titan Sonata Solid Steel Collection
The Titan *onata *olid *teel collection of watches has een designed for the
consumers in the age group of 5@-:@ years across all uran classes. *teel look watches
are a growing trend among the young, trendy and style conscious uyer. The overall
watch market in /ndia is estimated to e around :K million and steel look watches
comprise aout :@ percent of the market.
This "solid style" collection comprises 5C models and is expected to redefine the
style <uotient of the growing steel watch category. 3hile steel has always stood for
eing durale and strong, it is now eing increasingly seen as stylish and sporty.


Titan Sonata Gold Plated Watches
The Titan *onata gold plated watches are popular with specially the /ndian middle
class. The collection starts at Fs. :=A in a leather strap #gold plated case% and Fs. AA@
with a gold plated metal strap #gold plated case%. There are C@ models in this
collection.
*onata is the 'Ialue for Money' watch rand from Titan /ndustries Dtd. /t is targeted at
consumers seeking duraility and value, with a clear positioning of "7o compromise
watch". *onata comes with the acking of eing a Tata product with five clear
functional attriutes - (ffordaility, Dooks, 0 Hear -uarantee, 3aterproof #up to :@m
water resistant% and 9uraility. /t is therefore known as "A -hadi ke araar" an
e<uivalent for no-compromise watch. /t is /ndia's largest selling watch rand with a
wide range of watches in different traditional designs for gents and ladies

00
Fat-tra+.
3ith the Titan 6ast rack 1ampus watches collection, the leading youth fashion rand,
has set a uni<ue fashion trend. This uni<ue collection has the following interesting
features and styles that include washale Ielcro straps with inuilt analogue compass.
The collection consists of a caraineer-watch designed to change the definition of a
watch as a wrist accessory.
The Titan 6ast rack 1ampus watches have een inspired from mountaineering and
rock climing gear. This watch hangs from the elt loop with caraineer clasp. The
crystal guard on the men's watches protects the glass and the case. (nd last ut not the
least, the dials have patterned luminescent ink fill on the dials allowing you to see the
time even in the dark. This collection has ? cases #0C variants% in virant colors,
asymmetrical shapes and old features. "rice ranges from Fs.0@=A to Fs.0?A@.
Titan Fast rack XY Watches
The Titan 6ast rack 8H watches collection, as the name suggests has een designed
for the youths. 3ith this collection, 6ast rack, the definite youth rand of fashion
accessories presents an opportunity to consumers to sport a funky look.
The 6ast rack 8H 1ollection of watches, with its range of trendy designs for guys and
girls makes for a distinctive style statement in itself. The watches also make excellent
gifts. "riced etween Fs. A@@ and Fs. 0==A the watches are availale at 3orld of Titan
showrooms and multi-rand outlets across the country.
05
Titan Fast rack Neon Disc Watches
The Titan 6ast rack 7eon disc range of watches has een inspired y night cluing
and discothe<ues. /t gives existing technology of Electro-Duminescence #ED%, an
interesting twist2 making it the first analog watches collection sans ;(79*N
The collection is uni<ue in that it uses 74 ;(79* to show the timeN /nstead, two
concentric aluminum discs, representing the hour and the minute, show the time with
the help of markers cut out on the discs. Time telling is aided with a 7E47 PElectro-
Duminescent #ED%Q sheet that lights up through the cutouts, on the push of a utton.
This design innovation is the first of its kind in /ndia. The collection, featuring
exciting options for oth guys and girls, has over 5@ styles. "rices range from Fs.00=A
to Fs 50=A. The Titan 6ast rack collection of watches with contemporary styles is
definitely for the young and the trendy generation. The designs go from the relaxed
and informal to the definitely sporty. The woman's collection presents the all new
international '6rosted' look, which is trendy and chic. The 6ast rack collection has
elements like cool mesh straps and features that include ED ack-light and dual time.
Regalia
( very sophisticated men$s wrist watch from ,Titan Fegalia$ designed to perfection
for the true gentleman. The white dial and the attractively crafted gold polish metal
chain along with complimenting hands. /t is provided with a date feature also Fegalia,
a collection of premium watches for men, characteri+ed y luxurious designs
emellished with stones and plated in gold, steel and two-tone. "riced etween Fs.K,
5A@ and Fs. ?,A@@

0:
Titan A*to/ati+
The power to call an engineering feat to life. To send a driving force coursing through
veins of steel, gear and crystal. (nd see each living detail wait on your every little
move. This is the uni<ue connection shared y each Titan (utomatic and the wrist that
ears it.
The intricate watch mechanism recogni+es your slightest turn of wrist to power its
own precision movements. Mechani+ed craftsmanship completes the circle with a
range of functions that keep time on your side. 6unctions that make you and your
Titan (utomatic inseparale from world-class timekeeping
E)0e
(ll good things are packaged small. 4r should we say, they are packaged slim.
"resenting the latest range of Titan edge watches the slimmest in the world. 1lean cut,
elegant designs that speak of you are. -o ahead2 choose a style that says so much with
so little. (nd see it add an edge to your persona.
0C
Ne1*la
*ince the first yellow nugget was discovered, this rare metal has driven
con<uerors and explorers to the rink of madness. *educed the senses of <ueens,
inspired poets and even forced alchemists to turn aser metals in to gold.

/nspired y the nole metal, Titan presents a classic collection of stunning
)ewelry watches- neula. 1rafted superly from 0> karat of solid gold and inlaid with
precious stones. Each piece comes with a life time guarantee.

Herita0e
*hah Oahans intense and legendery love was for ever emedded in a living
monument the Ta) Mahal. ( few precious stones from this wonder of the world are
now incased in the Ta). The white marle, the delicate floral inlay, the designer hands,
all stands testimony to undying love. Ta) we elive, is at its radiant ased on a full
moon night.
/ns&ired t-e biggest and 0iercest battle in t-e /ndian *.t-olog. o0
1a-ab-arata2
0A
Ra0a)i2a
The magic of ornate motifs and lushing enamel casts a spell on you. 6rom
intricate dials glowing with inner radiance, to delicate racelets that flow around you
in familiar emrace. The essence of woman, revealed at last.
The essence of woman comes alive in flowing enamel motifs, captured in a
swirling dial. ( striking statement of elegance eyond the ordinary. (vailale in
yellow gold, steel and rose gold finish on metal.
O+tane
( range of high 4ctane sports watches personifying speed and power with
multi-functions Fetrograde and Rdigi and chronograph.
0K
Orion
4rion, a uni<ue range of watches inspired y the astral wonders of the
universe. The collation celerates the intelligence and masculinity of today$s men.
( collection that has een inspirited y astronomy. 4rion the name derived
from one of the >> constellations.
3oop
Titan presents Loop- timepieces for young stars. Take your pick from floral,
&utterfly, 9uckling, and &aseall Themed watches or go digital with features such as
dual time, countdown timer. A@ yrs calendar, compass, stop watch, alaram, ED
acklight and more, and there is more. *elected pieces come with a pair of inoculars
and whistle asolutely free.
(vailale in Fed, &lue, -rey and golden sheenS ploypropelene case with a
Ielcro strap.
WWF
Titan and 336 have )oined hands to celerate the eauty and ehaviour of
six endangered species with the launch of six new animal themed watches. ( part of
the proceeds from every watch sale is contriuted to 336 towards the preservation
of this animal.

0?
(4) O15e+ti2e 6 %+ope
O15e+ti2e-:
6ollowing are the o)ectives of studyG
To study the consumer uying ehaviour with respect to wrist watches.
To study the consumer satisfaction with respect to titan wrist watches.

%+ope-:
3e know that, time is money. *o wrist watches are very important for day
to day activity of human life. 3ithout wrist watch many of things are not
possile to complete. 6or purchasing different types of wrist watches the wrist
watch industry is having growing demand today.

;ence scope of wrist watch industry is very vast. The pro)ect has een
undertaken to study consumers uying ehaviour with respect to wrist watches
and consumers satisfaction with respect to titan watches. The research is carried
out for (hmednagar city only.

0>
(7) Reear+h #ei0n
TYPE OF #ATA $%E#-
&oth primary and secondary data was used for Fesearch purpose
a% "rimary 9ata
% *econdary 9ata
%O$RE% OF #ATA
"F/M(FH 9(T(
The primary data was collected from consumers of wrist watches y using a
<uestionnaire. 1onsumers of wrist watches in (hmednagar city only.

*E1479(FH 9(T(
The *econdary 9ata was taken from 3esites and &rochures of various company
of wrist watch.
#ATA COLLECTION METHO#-
( *urvey method was used for collecting the primary data.
RE%EARCH IN%TR$MENT-
J'E*T/477(/FE! was the research instrument used to gather information.
The <uestionnaire includes multiple choice <uestion and open end <uestion. 4ut of
5K <uestions, 0> <uestions are multiple choice <uestions and > <uestions are open end
<uestion.
%AMPLIN& PLAN-
"4"'D(T/47
1onsumers of wrist watch in (hmednagar city.
*(M"DE */LE-
The sample si+e is 00@.
*(M"D/7- MET;49-
1onvenience sampling method is used.
RE%EARCH TERRITORY-
(;ME97(-(F 1/TH
#$RATION-
5 M47T;*
0=
(6) Limitations

*ample si+e is very small it might not cover the whole targeted market.
The information given y the respondents may not correct as some were
rarely interested and gave some rough ideas for the sake of answering.
9ue to paucity of time, it was impossile to know the interest of the large
numer of respondents.
5@
(7) Data Analysis & Interpretation
J.0% 3hich company of wrist watch you are aware ofT
Co/pan! Na/e Fre8*en+! Per+enta0e
Titan 00@ 0@@B
Maxima =@ >0B
;MT 0@@ =@B
1iti+en 0@? =?B
Timex >C ?KB

/nterpretation
#0@@ B% consumers are aware of Titan wrist 3atch 1ompany.
There is also high awareness for other wrist watch companies, #=?B% for
1iti+en 3rist watch company, #=@B% for ;MT wrist watch company and
#>0B% for maxima wrist watch company.
There is comparatively low awareness #?KB% for Timex wrist watch 1ompany.
50

J.5% 3hich company of wrist watch you prefer the mostT



Interpretation
Ma)ority of consumers #:0B% have given there preferences for Titan wrist
watch
#5KB% of consumers have preferred 1iti+en 3rist 3atch 1ompany.
#5CB% of consumers have preferred ;MT wrist 3atch 1ompany.
#0=B% of consumers have preferred Maxima wrist 3atch 1ompany.
1ompany name "reference "ercentage
Titan :C :@.=0 B
1iti+en 5= 5K.:K B
;MT 5K 5:.KC B
Maxima 50 0=.@= B
Total 00@ 0@@ B
55
J.:% 3hich rand of wrist watch you are aware ofT
Interpretation
Ma)ority of consumers are aware of *onata #:0.>0B% 6ast-track #:@.@@B% Tag-
heur #5?.5?B% M Fegalia #5@.@@B% rands of Titan wrist watches.
Dess consumers are aware of ;eritage #>.0>B%, 4ctane #=.@=B% rands of
Titan wrist watches.
Titan &rands 6re<uency "ercentage
*onata :A :0.>0
6ast-track :: :@.@@
Tag-heur :@ 5?.5?
Fagadiva 0> 0K.:K
;eritage @= @>.0>
.arishma 50 0=.@=
1lassi<ue 5> 5A.CA
Foyale 0> 0K.:K
Fegalia 55 5@.@@
Edge 0A 0:.K:
4ctane 0@ @=.@=
Fetrograde 0= 0?.5?
5:
Interpretation
Ma)ority consumers of ;MT wrist watch user are aware of .ohinoor
#0>.0>B%, Ii)ay #0A.CAB%, Fa)acht #0C.ACB%, Fohit #0:.K:B%, Moriya
#05.?5B% rands of wrist watches.
Dess consumers of ;MT wrist watch user are aware of *hilpa #=.@=B%,
.anchan deluxe #>.0>B%, "riya #?.5?B% rands of wrist watches.
;MT &rands 6re<uency "ercentage
*aura 05 0@.=@
Fa)acht 0K 0C.AC
.ohinoor 5@ 0>.0>
Ii)ay 0? 0A.CA
Fohit 0A 0:.K:
Moria 0C 05.?5
.apil 05 0@.=@
.anchan deluxe @= @>.0>
"riya @> @?.5?
(smita 00 0@.@@
*hilpa 0@ @=.@=
5C
Interpretation
Ma)ority consumers of citi+en wrist watch user are aware of stiletto #0>.0>B%,
(<uamount #0K.:KB%. rands of wrist watch.
Dess consumers of 1iti+en wrist watch user are aware of (<uland #=.@=B%,
7avihawk #K.:KB% rands of wrist watch.
1iti+en &rands 6re<uency "ercentage
*tiletto 5@ 0>.0>
(<ua mount 0> 0K.:K
7avihawk @? @K.:K
(<ua land 0@ @=.@=
5A
Interpretation
Ma)ority consumers of Maxima wrist watch user are aware of (<ua #0:.K:B%,
*cua #0@.=@B% rands of wrist watch.
Dess consumers of maxima wrist watch user are aware of *ensation
#?.5?B%, 9olphin #A.CAB% rands of wrist watch.
Maxima &rands 6re<uency "ercentage
(<ua 0A 0:.K:
*ensation @> @?.5?
*cua 05 0@.=@
9olphin @K @A.CA
5K
Interpretation
Ma)ority consumers of Timex wrist watch user are aware of /ndiglo #0C.ACB%,
Empera #0:.K:B%, and Expedition #0@.=@B% rands of wrist watches.
Dess consumers of Timex wrist watch user are aware of men$s formal #=.@=B%,
Iista #>.0>B%, /ronman #A.CAB% rands of wrist watches.
Timex &rands 6re<uency "ercentage
/ndiglo 0K 0C.AC
Empera 0A 0:.K:
Expedition 05 0@.=@
Iista @= @>.0>
Man$s formal 0@ @=.@=
/ronman @K @A.CA
5?
J.C% 3hen had you started using wrist watchT


Interpretation
Ma)ority consumers #A=.@=B% of wrist watch started using wrist watch in the
age group of 0K to 0>.
(verage consumers#5?.5?B% of wrist watch started using wrist watch in the
age group of 0: to 0K M #0:.KCB% of consumers of wrist watch started using
wrist watch in the age group of 0> M aove.
(ge 6re<uency "ercentage
0: to 0K :@ 5?.5? B
0K to 0> KA A=.@= B
0> M aove 0A 0:.KC B
Total 00@ 0@@ B
5>
J.A% 3hich company of wrist watch you were having efore the present oneT


1ategory 6re<uency "ercentage
1onsumers not having wrist
watch efore
5A 55.?:B
1onsumers having wrist
watch efore
>A ??.5?B
Total 00@ 0@@ B
1ompany &efore &rand "ercentage &efore "resent &rand "ercentage "resent
Titan @5 @5.:A B :A :0.>5 B
Maxima 5K :@.A> B 0A 0:.KC B
;MT C5 C=.C0 B 5@ 0>.0> B
1iti+en @A @A.>= B 5C 50.>5 B
Timex 0@ 00.?? B 0K 0C.AC B
Total >A 0@@B 00@ 0@@B
5=
Interpretation
#55.?:B% consumers have surved have purchased wrist watch for first time.
#??.5?B% respondent surved were having wrist watch efore the present one.
Earlier #5.:AB% of consumers was having Titan 1ompany wrist watch, now
#:0.>0B% is having Titan company wrist watch.
Earlier #:@.A>B% of consumers was having Maxima 1ompany wrist watch,
now #0:.K:B% is having Maxima company wrist watch.
Earlier #C=.C0B% of consumers was having ;MT 1ompany wrist watch, now
#0>.0>B% is having ;MT 1ompany wrist watch.
Earlier #@A.>>B% of consumers was having 1iti+en 1ompany wrist watch, now
#50.>0B% is having 1iti+en company wrist watch.
Earlier #00.?KB% of consumers was having Timex 1ompany wrist watch, now
#0C.ACB% is having Timex company wrist watch.
:@
J.K% 3hich company of wrist watch you have purchased and whyT
1ompany
7ame
Juality &rand
Feputation
*tyle 9uraility "rice (fter *ales
*ervice
Titan :A :5 0@ 5? 0? 0A
Maxima @K @C @K 0C 0@ @A
;MT 05 @A @? 0K 05 @C
1iti+en 5C 0> 50 05 @K 0C
Timex @? @A @= 00 0A @K
Interpretation
Ma)ority of consumers of Titan wrist watch have purchased it ecause of its
Juality, &rand Feputation M 9uraility.
Ma)ority of consumers of Maxima wrist watch have purchased it ecause of
its 9uraility.
Ma)ority of consumers of ;MT wrist watch have purchased it ecause of its
Juality, "rice M 9uraility.
Ma)ority of consumers of 1iti+en 3rist watch have purchased it ecause of
its Juality M *tyle.
Ma)ority of consumers of Timex wrist watch have purchased it ecause of its
"rice.
1ompany 7ame 3atch "urchased
6re<uency
Titan :A
Maxima 0A
;MT 5@
1iti+en 5C
Timex 0K
:0
J.?% 3hich rand of wrist watch you have purchasedT














Interpretation
Ma)ority of consumers #0@.=@B% using Titan company wrist watch have
purchased *onata rand of wrist watch M #=.@=B% have purchased fast
track rand of wrist watch.
Dess numer of consumers #A.CAB% using Titan company wrist watch have
purchased 1lassi<ue rand of wrist watch. #:.K:B% have purchased
Fegalia rand of wrist watch M #5.?5B% have purchased Fagadiva rand
of wrist watch.
Titan &rand 6re<uency "ercentage
*onata 05 0@.=@ B
6ast-track 0@ @=.@=B
1lassi<ue @K @A.CA B
Fegalia @C @:.K: B
Faga-diva @: @5.?5 B
:5
Interpretation
Ma)ority of consumers #C.ACB% using ;MT company wrist watch have
purchased .ohinoor rand of wrist watch M :.K:B have purchased Dalit rand
of wrist watch.
Dess numer of consumers #5.?5B% using ;MT company wrist watch have
purchased Ii)ay rand of wrist watch. #5.?5B% have purchased Ii)ay rand of
wrist watch. #5.?5B% have purchased "riya rand of wrist watch M #0.>0B%
have purchased (smita rand of wrist watch.
;MT &rand 6re<uency "ercentage
.ohinoor @A @C.AC B
Moria @C @:.K: B
Ii)ay @: @5.?5 B
Fohit @: @5.?5 B
"riya @: @5.?5 B
(smita @5 @0.>0 B
::
Interpretation
Ma)ority of consumers #C.ACB% using Timex company wrist watch have
purchased /ndiglo rand of wrist watch.
Dess numer of consumers #:.K:B% using Timex company wrist watch have
purchased Expedition rand of wrist watch. #:.K:B% have purchased
Fetrograde rand of wrist watch. #5.?5B% have purchased Empera rand of
wrist watch.
Timex &rand 6re<uency "ercentage
/ndiglo @A @C.AC B
Empera @: @5.?5 B
Expedition @C @:.K: B
Fetrograde @C @:.K: B
:C
Interpretation
Ma)ority of consumers #K.:KB% using 1iti+en 1ompany wrist watch have
purchased *tiletto rand of wrist watch.
(verage numer of consumers #A.ACB% using 1iti+en 1ompany wrist watch
have purchased (<uamount rand of wrist watch. #A.CAB% have purchased
7avihawk rand of wrist watch M #C.ACB% have purchased (<uland rand of
wrist watch.
1iti+en &rand 6re<uency "ercentage
*tiletto @? @K.:K B
(<uamount @K @A.CA B
7avihawk @K @A.CA B
(<ualand @A @C.AC B
:A
Interpretation
(verage numer of consumers #:.K:B% using Maxima company wrist
watch have purchased (<ua rand of wrist watch. #:.K:B% have purchased
*ensation rand of wrist watch. #:.K:B% have purchased *cua rand of
wrist watch M #5.?5B% have purchased 9olphin rand of wrist watch.
J.>% 3hich category of wrist watch you preferT
Maxima &rand 6re<uency "ercentage
(<ua @C @:.K: B
*ensation @C @:.K: B
*cua @C @:.K: B
9olphin @: @5.?5 B
:K



Interpretation
Ma)ority of consumers #KAB% prefer 1asual category of wrist watch.
Dess numer of consumers #5KB% prefer 6ashion category of wrist watch. M
#=B% of consumers prefer Duxury category of wrist watch
J.=% 3hich type of strap of the wrist watch you prefer the mostT
Para/eter Fre8*en+! Per+enta0e
1asual ?0 KC.AC B
Duxury 0@ @=.0@ B
6ashion 5= 5K.:K B
Total 00@ 0@@ B
:?




Interpretation
The ma)ority of consumers prefer Deather M *teel *trap for there wrist
watch. The prefer percentage for Deather strap is #:0B% M for *teel strap is
#5AB%.
(verage numer of consumer prefer 6ier, 6aric M 1eramic strap for there
wrist watch the prefer percentage for 6ier is #0?B%, for 6aric is #0AB% M
for 1eramic is #05B%.
J.0@% 3hich colour of dial you prefer the mostT
%trap Fre8*en+! Per+enta0e
1eramic 0: 00.>5 B
6aric 0K 0C.AA B
6ier 0= 0?.5? B
Deather :C :@.=0 B
*teel 5> 5A.CA B
Total 00@ 0@@ B
:>




Interpretation
3hite colour dial M &lack colour 9ial is prefer more y the consumers of
wrist watch. The prefer percentage for white colour 9ial is #5=B% M for
&lack colour 9ial is #50B%.
(verage numer of consumers #0>B% prefer -olden colour 9ial M #0@B% of
consumers prefer *ilver colour dial for there wrist watch.
Dess numer of consumers #=B% prefer &lue colour dial M #?B% consumers
prefer -reen colour dial for there wrist watch.
J.00% 3hich colour of strap you prefer the mostT
#ial Colo*r Fre8*en+! Per+enta0e
3hite :0 5>.0> B
&lack 5: 5@.=0 B
*ilver 00 0@.@@ B
-reen @> @?.5? B
&lue 0@ @=.0@ B
-olden 5@ 0>.0> B
&rown @? @K.:K B
Total 00@ 0@@ B
:=







Interpretation
Ma)ority of consumers prefer &lack colour strap the percentage is #5?B% M
*ilver colour strap the percentage is #5:B%. 6or there wrist watch.
(verage numer of consumers prefer -olden colour M &rown colour strap
the percentage is #0CB% for &rown colour strap #0AB% for -olden colour
strap. 6or there wrist watch.
Dess numer of consumers prefer &lue, -reen, M 3hite colour of strap for
there wrist watch.
%trap Colo*r Fre8*en+! Per+enta0e
3hite @? @K.:? B
&lack 5= 5K.:K B
*ilver 5A 55.?5 B
-reen @K @A.CK B
&lue 00 0@.@@ B
-olden 0? 0A.CA B
&rown 0A 0:.KC B
Total 00@ 0@@ B
C@
J.05% 3hich factor you consider while purchasing a wrist watch. Fate the
performance of factors on scale 0 to A.
Fa+tor
E9tre/el!
I/portant
(7)
:er!
I/portant
(4 )
I/portant
(()
%o/e
"hat
I/portant
(2)
Not
I/portant
(;)
"ei0hte)
A2era0e
&rand
reputation
:@ :0 0@ 5@ 0= :.:
*tyle 0> 5@ 0A :C 5: 5.?
9uraility := 5A 5? 0? @5 :.A
Juality A5 :C 0A @C @A :.=
"rice 0= 55 0C :5 5: 5.>
(fter
sales
service
:@ 5K 0> 0A 50 :.:

Interpretation
Ma)ority of the consumers consider 9uraility, Juality, &rand Feputation M
(fter *ales *ervice. Iery important while purchasing the wrist watch.
Dess numer of consumers considers *tyle M "rice *ome what important
while purchasing the wrist watch.
C0
J.0:% Fate the performance of various companies of wrist watch on following
parameter. Fate the performance of factor on scale of 0 to A.

-ran) rep*tation

Interpretation
1onsumers have rated Titan wrist 3atch 1ompany as Excellent! with respect
to its &rand Feputation. 3hich indicates the consumers is very satisfied.
1onsumers have rated ;MTM 1iti+en wrist 3atch 1ompany as -ood! with
respect to its &rand Feputation. This indicates the consumer is satisfied.
1onsumers have rated Maxima wrist 3atch 1ompany as *ome what
important! with respect to its &rand Feputation. 3hich indicates the
consumers is some what satisfied.
Co/pan!
Na/e
E9+ellent :er!
&oo)
&oo) A2era0e Poor "ei0hte)
A2era0e
Titan A0 :> 0> : @ C.5
Maxima 0@ 05 5= :5 @? 5.>
;MT 55 5@ 5A 5: 0@ :.5
1iti+en :0 :@ 55 0> @K :.A
C5
%t!le
Co/pan!
Na/e
E9+ellent :er!
&oo)
&oo) A2era0e Poor "ei0hte)
A2era0e
Titan C@ 5A 0K 5: K :.K
Maxima 0@ 0: 50 5? 0= 5.K
;MT 5= 5: 55 0C 05 :.C
1iti+en A5 :K 0= @ @ C.:

Interpretation
1onsumers have rated 1iti+en wrist watch company Excellent! for its *tyle.
This indicates the consumer is very satisfied.
1onsumers have rated Titan M ;MT wrist watch company Iery good! for
its *tyle. This indicates the consumer is satisfied.
1onsumers have rated Maxima wrist watch company good! for its *tyle. This
indicates the consumer is satisfied.
C:

<*alit!
Interpretation
1onsumers have rated Titan M1iti+en wrist watch company Excellent! for
its Juality. This indicates the consumer is very satisfied.
1onsumers have rated ;MT M Maxima wrist watch company -ood! for its
Juality. This indicates the consumer is satisfied.

1ompany
7ame
Excellent Iery
-ood
-ood (verage "oor 3eighted
(verage
Titan KK :K A : @ C.A
Maxima 50 0C 55 5? K :.0
;MT C@ 5@ 0K 0> K :.?
1iti+en KC 5> @= K @ C.C
CC

#*ra1ilit!

Interpretation
1onsumers have rated ;MT M Maxima wrist watch company Excellent! for
its 9uraility. This indicates the consumer is very satisfied.
1onsumers have rated Titan M citi+en wrist watch company -ood! for its
9uraility. This indicates the consumer is satisfied.
Co/pan!
Na/e
E9+ellent :er!
&oo)
&oo) A2era0e Poor "ei0hte)
A2era0e
Titan C> 5A 0A 0> C :.>
Maxima K@ 5@ 0@ @ @ C.A
;MT KA 5C 00 @ @ C.A
1iti+en A@ 5? 00 0C A :.=
CA
A,ter ale er2i+e

Interpretation
1onsumers rated Titan, Maxima, ;MT M 1iti+en wrist 3atch
1ompany -ood! for its (fter *ales *ervice. This indicates the
consumer is satisfied.
Co/pan!
Na/e
E9+ellent :er!
&oo)
&oo) A2era0e Poor "ei0hte)
A2era0e
Titan A0 5A 0@ 0> K :.>
Maxima :@ 5@ 0? 0A > :.A
;MT C> 55 00 = 0@ :.>
1iti+en C= 00 5K 0K A :.?
CK
J.0C% ;ow fre<uently you change watchT
Interpretation
Ma)ority of consumers #:CB% change there watch as M when watch is
damaged. #5AB% of consumers change there watch after = M aove years.
Year Fre8*en+! Per+enta0e
Dess than :yrs 00 0@.@@ B
:-Kyrs 0C 05.?: B
K-=yrs 5@ 0>.0> B
=-aove 5> 5A.CA B
3hen 3atch is
damaged
:? ::.KC B
Total 00@ 0@@ B
C?
(verage numer of consumers change there wrist watch after K to = years
the percentage is #0>B% M : to K years the percentage is #0:B%.
Dess numer of consumers change there wrist watch in less than : years the
percentage is #0@B%
J.0A% 3hat is your opinion aout prices of various companies of wrist watchesT
1ompany 7ame ;igh Feasonale Dow 3eighted (verage
Titan 0A >> @? 5.@
Maxima @C CK C@ 0.K
;MT 0@ AA :A 0.?
1iti+en A5 A@ @A 5.C
Timex @A CC :A 0.K

Interpretation
Ma)ority of consumers says that the prices of Titan, ;MT, Maxima M
Timex wrist watch company is Feasonale.
Ma)ority of consumers says that the price of 1iti+en wrist 3atch 1ompany
is ;igh.
C>
J.0K% (re you aware of *ai (gencyT



Interpretation
Ma)ority consumers of wrist watch #K@B% are aware of sai agency.
(verage numer of consumers #C@B% is not aware of sai agency.
"arameter 6re<uency "ercentage
Hes KK K@ B
7o CC C@ B
Total 00@ 0@@ B
C=
J.0?% ;ave you ever visited *ai agencyT



Interpretation
Ma)ority of consumers #K0B% who are aware of sai agency have visited *ai
(gency.
(verage numers of consumers #:=B% who are aware of sai agency have not
visited *ai (gency.
"arameter 6re<uency "ercentage
Hes C@ K@.K0 B
7o 5K :=.:= B
Total KK 0@@ B
A@
J.0>% Fate the performance of sai agency on following parameter.

A0
"arameter
Excellent Iery
-ood
-ood (verage "oor 3eighted
(verage
"roduct
availaility
0= 00 @> @5 @ C.0
Iarity 0@ 0A 00 @C @ :.?
"roduct display 05 0K @= @: @ :.=
/nternal design @A @? @> 5@ @ 5.=
*ales staff @K 00 0: 0@ @ :.5


Interpretation
1onsumers have rated the performance of *ai agency as Excellent! with
respect to its product availaility. This indicates the consumer is very
satisfied.
1onsumers have rated the performance of *ai agency as Iery good! with
respect to its product 9isplay, Iariety M *ales *taff. 3eighted average is
#:.=%, #:.?% and #:.5%. This indicates the consumer is very satisfied.
1onsumers have rated the performance of *ai agency as -ood! with
respect to its /nternal 9esign. 3eighted average is #5.=%. This indicates the
consumer is satisfied.
J.0=% ;ave you purchased wrist watch from sai agencyT
A5

Interpretation
Ma)ority of consumers #?AB% who have visited sai agency have purchased
watch from sai agency.
Dess numer of consumer #5AB% who have visited sai agency have not
purchased watch from sai agency.
J.5@% ;ave you faced any prolem with wrist watchT
"arameter 6re<uency "ercentage
Hes :@ ?A B
7o 0@ 5A B
Total C@ 0@@ B
A:




Interpretation
Ma)ority of consumers #?:B% who have purchased wrist watch from sai
agency have not faced prolem with there wrist watch.
Dess numer of consumers #5?B% have faced prolem with the wrist
watch.
J.50% /f yes, you approached sai agency for after sales serviceT
"arameter 6re<uency "ercentage
Hes > 5K.K? B
7o 55 ?:.:: B
Total :@ 0@@ B
AC


Interpretation
Ma)ority of consumers #?AB% who have faced prolem with wrist watch
has approached sai agency for after sales service.
Dess numer of consumers #5AB% has not approached sai agency for after
sales service.
J.55% Fate the performance of *ai (gency (fter *ales *erviceT
"arameter 6re<uency "ercentage
Hes K ?A B
7o 5 5A B
Total > 0@@ B
AA
Interpretation
1onsumers have rated the performance of *ai (gency with respect to after
sales service as Excellent! for availaility of spare part. The weighted
average is #A% this indicates the consumer is very satisfied.
1onsumers have rated the performance of *ai (gency with respect to after
sales service as very good! for Timeliness of service and availaility of spare
part. The weighted average is #C.>:% M #C.KK% this indicates the consumer is
very satisfied.

J.5:% 3hat is your opinion aout the prices with respect to after sales serviceT

"arameter ;igh
#:%
Feasonale
#5%
Dow
#0%
3eighted
(verage
"rice of after sales
service
0 A @ 5.0
"erformance Excellent Iery
-ood
-ood (verage "oor 3eighted
(verage
(vailaility of
spare part
K @ @ @ @ A
.nowledge of
sales person
C 5 @ @ @ C.KK
Timeliness of
service
A 0 @ @ @ C.>:
AK



Interpretation
Ma)ority of 1onsumers weighted average #5.0% says that "rices of *ai
(gency with respect to after sales service is reasonale.

J.5C% (re you planning to change your watch in coming one yearT
Para/eter Fre8*en+! Per+enta0e
Hes :0 5>.0> B
7o ?= ?0.>5 B
Total 00@ 0@@ B
A?
Interpretation
#5>B% of consumers are planning to change there watch in coming one
year.
#?5B% of consumers are not planning to change there watch in coming one
year.
J.5A% /f yes, which company you will preferT
Co/pan! Na/e Fre8*en+! Per+enta0e
Titan 0C CA.0? B
Maxima @5 @K.CA B
;MT @A 0K.05 B
1iti+en @? 55.A> B
Timex @: @=.K> B
A>


Interpretation
Ma)ority of consumers #CA.0?B% who are planning to change there wrist
watch are going to prefer Titan company wrist watch.
(verage numer of consumers #55.A>B% is going to prefer 1iti+en 1ompany
wrist watch.
Dess numer of consumers #0K.05B% prefers ;MT company wrist watch.
#=.K>B% prefer Timex company wrist watch M #K.CAB% prefer Maxima
company wrist watch.
J.5K% ;ave you recommended the present rand to other personT
1ompany
7ame
&rand "urchased
6re<uency
&rand Fecommended
6re<uency
"ercentage
Titan :A :5 =0.C5 B
Maxima 0A @C 5K.KK B
;MT 5@ @> C@.@@ B
A=
1iti+en 5C 0> ?A.@@ B
Timex 0K @K :?.@A B


Interpretation
Ma)ority of consumers #=0.C5B% using Titan rand have recommended there
present rand to other person and #?AB% using 1iti+en &rand have
recommended there present rand to other person.
(verage numer of consumers #C@B% using ;MT rand have recommended
there present rand to other person. #:?.@AB% using Timex rand have
recommended there present rand to other person M #5K.KKB% using Maxima
rand have recommended there present rand to other person.

(=) RE%EARCH FIN#IN&%
Con*/er -eha2io*r
K@
#0@@ B% consumers are aware of Titan wrist 3atch 1ompany. There is also
high awareness for other wrist watch companies, #=?B% for 1iti+en 3rist
watch company, #=@B% for ;MT wrist watch company and #>0B% for maxima
wrist watch company. There is comparatively low awareness #?KB% for Timex
wrist watch 1ompany.
Ma)ority of consumers #:0B% have given there preferences for Titan wrist
watch #5KB% of consumers have preferred 1iti+en wrist 3atch 1ompany.
#5CB% of consumers have preferred ;MT wrist 3atch 1ompany.#0=B% of
consumers have preferred Maxima wrist 3atch 1ompany.
Ma)ority of consumers are aware of *onata #:0.>0B% fast-track #:@.@@B% Tag-
heur #5?.5?B% M Fegalia #5@.@@B% rands of Titan wrist watches. Dess
consumers are aware of ;eritage #>.0>B%, 4ctane #=.@=B% rands of Titan
wrist watches.
Ma)ority consumers of ;MT wrist watch user are aware of .ohinoor
#0>.0>B%, Ii)ay #0A.CAB%, Fa)acht #0C.ACB%, Fohit #0:.K:B%, Moria
#05.?5B% rands of wrist watches. Dess consumers of ;MT wrist watch user
are aware of *hilpa #=.@=B%, .anchan deluxe #>.0>B%, "riya #?.5?B% rands
of wrist watches.
Ma)ority consumers of citi+en wrist watch user are aware of stiletto #0>.0>B%,
(<uamount #0K.:KB%. rands of wrist watch. Dess consumers of 1iti+en 3rist
watch user are aware of (<uland #=.@=B%, 7avihawk #K.:KB% rands of wrist
watch.
Ma)ority consumers of Maxima wrist watch user are aware of (<ua #0:.K:B%,
*cua #0@.=@B% rands of wrist watch. Dess consumers of maxima wrist
watch user are aware of *ensation #?.5?B%, 9olphin #A.CAB% rands of wrist
watch.
Ma)ority consumers of Timex wrist watch user are aware of /ndiglo #0C.ACB%,
Empera #0:.K:B%, and Expedition #0@.=@B% rands of wrist watches. Dess
consumers of Timex wrist watch user are aware of men$s formal #=.@=B%,
Iista #>.0>B%, /ronman #A.CAB% rands of wrist watches.
Ma)ority consumers #A=.@=B% of wrist watch started using wrist watch in the
age group of 0K to 0>.(verage consumers#5?.5?B% of wrist watch started
using wrist watch in the age group of 0: to 0K M #0:.KCB% of consumers of
wrist watch started using wrist watch in the age group of 0> M aove.
Earlier #5.:AB% of consumers was having Titan 1ompany wrist watch, now
#:0.>0B% is having Titan company wrist watch. Earlier #:@.A>B% of consumers
was having Maxima 1ompany wrist watch, now #0:.K:B% is having Maxima
company wrist watch. Earlier #C=.C0B% of consumers was having ;MT
1ompany wrist watch, now #0>.0>B% is having ;MT company wrist watch.
Earlier #@A.>>B% of consumers was having 1iti+en 1ompany wrist watch, now
#50.>0B% is having 1iti+en company wrist watch. Earlier #00.?KB% of
K0
consumers was having Timex 1ompany wrist watch, now #0C.ACB% is having
Timex company wrist watch.
Ma)ority of consumers have purchased Titan company wrist watch ecause of
its Juality, &rand reputation M 9uraility. Ma)ority of consumers have
purchased Maxima 1ompany wrist watch ecause of its 9uraility. Ma)ority
of consumers have purchased ;MT 1ompany wrist watch ecause of its
Juality M "rice. Ma)ority of consumers have purchased 1iti+en 1ompany
wrist watch ecause of its Juality M *tyle. Ma)ority of consumers have
purchased Timex 1ompany wrist watch ecause of its price.
Ma)ority of consumers #0@.=@B% using Titan company wrist watch have
purchased *onata rand of wrist watch M #=.@=B% have purchased fast track
rand of wrist watch. Dess numer of consumers #A.CAB% using Titan
company wrist watch have purchased 1lassi<ue rand of wrist watch# :.K:B%
have purchased Fegalia rand of wrist watch M# 5.?5B% have purchased
Fagadiva rand of wrist watch.
Ma)ority of consumers #C.ACB% using ;MT company wrist watch have
purchased .ohinoor rand of wrist watch M :.K:B have purchased Dalit rand
of wrist watch. Dess numer of consumers #5.?5B% using ;MT company wrist
watch have purchased Ii)ay rand of wrist watch. #5.?5B% have purchased
shreyas rand of wrist watch. #5.?5B% have purchased *warna rand of wrist
watch M #0.>0B% have purchased (smita rand of wrist watch.
Ma)ority of consumers #C.ACB% using Timex company wrist watch have
purchased /ndiglo rand of wrist watch. Dess numer of consumers #:.K:B%
using Timex company wrist watch have purchased Expedition rand of wrist
watch. #:.K:B% have purchased retrograde rand of wrist watch. #5.?5B% have
purchased Empera rand of wrist watch.
Ma)ority of consumers #K.:KB% using 1iti+en 1ompany wrist watch have
purchased *tiletto rand of wrist watch. (verage numer of consumers
#A.ACB% using 1iti+en 1ompany wrist watch have purchased (<uamount
rand of wrist watch. #A.CAB% have purchased 7avihawk rand of wrist watch
M #C.ACB% have purchased (<uland rand of wrist watch.
(verage numer of consumers #:.K:B% using Maxima company wrist watch
have purchased (<ua rand of wrist watch. #:.K:B% have purchased *ensation
rand of wrist watch. #:.K:B% have purchased *cua rand of wrist watch M
#5.?5B% have purchased 9olphin rand of wrist watch.
Ma)ority of consumers #KAB% prefer 1asual category of wrist watch. Iery less
numer of consumers #5KB% prefer 6ashion category of wrist watch. M #=B%
of consumers prefer Duxury category of wrist watch
The ma)ority of consumers prefer Deather M *teel *trap for there wrist watch.
The prefer percentage for Deather strap is #:0B% M for *teel strap is
#5AB%.(verage numer of consumer prefer 6ier, 6aric M 1eramic strap for
K5
there wrist watch the prefer percentage for 6ier is #0?B%, for 6aric is #0AB%
M for 1eramic is #05B%.
3hite colour dial M &lack colour 9ial is prefer more y the consumers of
wrist watch. The prefer percentage for white colour 9ial is #5=B% M for &lack
colour 9ial is #50B%.(verage numer of consumers #0>B% prefer -olden
colour 9ial M #0@B% of consumers prefer *ilver colour dial for there wrist
watch. Dess numer of consumers #=B% prefer &lue colour dial M #?B%
consumers prefer -reen colour dial for there wrist watch.
Ma)ority of consumers prefer &lack colour strap the percentage is #5?B% M
*ilver colour strap the percentage is #5:B%.6or there wrist watch. (verage
numer of consumers prefer -olden colour M &rown colour strap the
percentage is #0CB% for &rown colour strap #0AB% for -olden colour strap.
6or there wrist watch. Dess numer of consumers prefer &lue, -reen, M 3hite
colour of strap for there wrist watch.
Ma)ority of the consumers consider 9uraility, Juality, &rand Feputation M
(fter *ales *ervice. Iery important while purchasing the wrist watch. Dess
numer of consumers considers *tyle M "rice *ome what important while
purchasing the wrist watch.
Ma)ority of consumers says that the prices of Titan, ;MT, Maxima M Timex
wrist watch company is Feasonale. Ma)ority of consumers says that the price
of 1iti+en wrist 3atch 1ompany is ;igh.
Ma)ority consumers of wrist watch #K@B% are aware of sai agency. (verage
numer of consumers #C@B% is not aware of sai agency.
Ma)ority of consumers #K0B% who are aware of sai agency have visited *ai
(gency. (verage numers of consumers #:=B% who are aware of sai agency
have not visited *ai (gency.
Ma)ority of consumers #?AB% who have visited sai agency have purchased
watch from sai agency. Dess numer of consumer #5AB% who have visited sai
agency have not purchased watch from sai agency.
#5>B% of consumers are planning to change there watch in coming one year.
#?5B% of consumers are not planning to change there watch in coming
4ne year.
Ma)ority of consumers #CA.0?B% who are planning to change there wrist watch
are going to prefer Titan company wrist watch. (verage numer of consumers
#55.A>B% is going to prefer 1iti+en 1ompany wrist watch. Dess numer of
consumers #0K.05B% prefers ;MT company wrist watch. #=.K>B% prefer
Timex company wrist watch M #K.CAB% prefer Maxima company wrist watch.
K:
Con*/er %ati,a+tion
1onsumers have rated Titan wrist 3atch 1ompany as Excellent! with respect
to its &rand Feputation. 1onsumers have rated ;MTM 1iti+en wrist 3atch
1ompany as -ood! with respect to its &rand Feputation. 1onsumers have
rated Maxima wrist 3atch 1ompany as *ome what important with respect to
its &rand Feputation.
Ma)ority of consumers have rated 1iti+en 3rist watch company Excellent!
for its *tyle. This indicates the consumer is very satisfied. (verage numer of
consumers has rated Titan M Maxima wrist watch company -ood! for its
*tyle. This indicates the consumer is satisfied.
Ma)ority of consumers have rated Titan M 1iti+en wrist watch company
Excellent! for its Juality. This indicates the consumer is very satisfied.
(verage numer of consumers has rated ;MT M Maxima wrist watch
company -ood! for its Juality. This indicates the consumer is satisfied.
Ma)ority of consumers have rated ;MT M Maxima wrist watch company
Excellent! for its 9uraility. This indicates the consumer is very satisfied.
(verage numer of consumers has rated Titan M citi+en wrist watch company
-ood! for its 9uraility. This indicates the consumer is satisfied.
(verage numer of consumers rated Titan, Maxima, ;MT M 1iti+en wrist
3atch 1ompany -ood! for its (fter *ales *ervice. This indicates the
consumer is satisfied.
Ma)ority of consumers #:CB% change there watch as M when watch is
damaged. #5AB% of consumers change there watch after = M aove years.
(verage numer of consumers change there wrist watch after K to = years the
percentage is #0>B% M : to K years the percentage is #0:B%.Dess numer of
consumers change there wrist watch in less than : years the percentage is
#0@B%.
1onsumers have rated the performance of *ai agency as Excellent! with
respect to its product availaility. 3eighted average is #C.0%.1onsumers have
rated the performance of *ai agency as Iery good! with respect to its product
9isplay, Iariety M *ales *taff. 3eighted average is #:.=%, #:.?% and
#:.5%.1onsumers have rated the performance of *ai agency as (verage! with
respect to its product availaility. 3eighted average is #5.=%.
Ma)ority of consumers #?:B% who have purchased wrist watch from sai
agency have not faced prolem with there wrist watch. Dess numer of
consumers #5?B% have faced prolem with the wrist watch.
Ma)ority of consumers #?AB% who have faced prolem with wrist watch has
approached sai agency for after sales service. Dess numer of consumers
#5AB% has not approached sai agency for after sales service.
KC
1onsumers have rated the performance of *ai (gency with respect to after
sales service as Excellent! for availaility of spare part. 1onsumers have
rated the performance of *ai (gency with respect to after sales service as
very good! for Timeliness of service and availaility of spare part.
Ma)ority of 1onsumers weighted average #:% says that "rices of *ai (gency
with respect to after sales service is reasonale.
Ma)ority of consumers #=0.C5B% using Titan rand have recommended there
present rand to other person and #?AB% using 1iti+en &rand have
recommended there present rand to other person. (verage numer of
consumers #C@B% using ;MT rand have recommended there present rand to
other person. #:?.@AB% using Timex rand have recommended there present
rand to other person M #5K.KKB% using Maxima rand have recommended
there present rand to other person.
(>) %*00etion
More awareness and promotion programmes should e carried out y *ai
(gency for awareness of wrist watch rands.
KA
*ai (gency should conduct training programmes to improve the efficiency of
*ales *taff.
1onsumers are not very price sensitive as far as Juality is concerned.
(1) !onclusion
The research deals with consumers uying ehaviour with respect to wrist watch.
(nd consumer satisfaction with respect to Titan company wrist watch. This
research will help wrist watch companies in identifying factors which affects the
uying ehaviour of the consumers. 3hile purchasing a wrist watch there is so
many factors in the uying ehaviour of consumers. The uying ehaviour is
KK
different in different consumers. Thus this factor can e studied y the wrist watch
company for marketing the products and services.
This research was restricted to (hmednagar city only. To study the consumers
uying ehaviour. &oth primary and secondary data was used. The primary data
was collected from the consumers of wrist watch using a <uestionnaire. The
secondary data was taken from wesite and rouchers of various company of wrist
watch. The sample si+e is 00@.1onvenience sampling method is used. The
<uestionnaire design for survey includes multiple choice <uestion and open end
<uestion. 4ut of 5K <uestions, 0> <uestions are multiple choice <uestions and >
<uestions are open end <uestions.
/t was found that #0@@ B% consumers are aware of Titan wrist 3atch 1ompany.
There is also high awareness for other wrist watch companies, #=?B% for 1iti+en
3rist watch company, #=@B% for ;MT wrist watch company and #>0B% for
maxima wrist watch company. There is comparatively low awareness #?KB% for
Timex wrist watch 1ompany Ma)ority of consumers #:0B% have given there
preferences for Titan wrist watch #5KB% of consumers have preferred 1iti+en wrist
3atch 1ompany.#5CB% of consumers have preferred ;MT wrist 3atch 1ompany.
#0=B% of consumers have preferred Maxima wrist 3atch 1ompany. Ma)ority
consumers #A=.@=B% of wrist watch started using wrist watch in the age group of
0K to 0>.(verage consumers#5?.5?B% of wrist watch started using wrist watch in
the age group of 0: to 0K M #0:.KCB% of consumers of wrist watch started using
wrist watch in the age group of 0> M aove. Ma)ority of consumers have
purchased Titan company wrist watch ecause of its Juality, &rand reputation M
9uraility. Ma)ority of consumers have purchased Maxima 1ompany wrist watch
ecause of its 9uraility. Ma)ority of consumers have purchased ;MT 1ompany
wrist watch ecause of its Juality M "rice. Ma)ority of consumers have purchased
1iti+en 1ompany wrist watch ecause of its Juality M *tyle. Ma)ority of
consumers have purchased Timex 1ompany wrist watch ecause of its price.
Ma)ority of consumers #KAB% prefer 1asual category of wrist watch. Iery less
numer of consumers #5KB% prefer 6ashion category of wrist watch. M #=B% of
consumers prefer Duxury category of wrist watch. The ma)ority of consumers
prefer Deather M *teel *trap for there wrist watch. The prefer percentage for
Deather strap is #:0B% M for *teel strap is #5AB%.(verage numer of consumer
prefer 6ier, 6aric M 1eramic strap for there wrist watch the prefer percentage
for 6ier is #0?B%, for 6aric is #0AB% M for 1eramic is #05B%.3hite colour dial
M &lack colour 9ial is prefer more y the consumers of wrist watch. The prefer
percentage for white colour 9ial is #5=B% M for &lack colour 9ial is
#50B%.(verage numer of consumers #0>B% prefer -olden colour 9ial M #0@B%
of consumers prefer *ilver colour dial for there wrist watch. Dess numer of
consumers #=B% prefer &lue colour dial M #?B% consumers prefer -reen colour
dial for there wrist watch. Ma)ority of consumers prefer &lack colour strap the
percentage is #5?B% M *ilver colour strap the percentage is #5:B%.6or there wrist
watch. (verage numer of consumers prefer -olden colour M &rown colour strap
the percentage is #0CB% for &rown colour strap #0AB% for -olden colour strap. 6or
there wrist watch. Dess numer of consumers prefer &lue, -reen, M 3hite colour
of strap for there wrist watch. Ma)ority of the consumers consider 9uraility,
Juality, &rand Feputation M (fter *ales *ervice. Iery important while purchasing
K?
the wrist watch. Dess numer of consumers considers *tyle M "rice *ome what
important while purchasing the wrist watch. Ma)ority of consumers says that the
prices of Titan, ;MT, Maxima M Timex wrist watch company is Feasonale.
Ma)ority of consumers says that the price of 1iti+en wrist 3atch 1ompany is
;igh. The ma)ority consumers are aware of *ai (gency M have purchased wrist
watch from *ai (gency. 1onsumers have rated Titan wrist 3atch 1ompany as
Excellent! with respect to its &rand Feputation. This indicates the consumer is
very satisfied. Ma)ority of consumers have rated ;MT M Maxima wrist watch
company Excellent! for its 9uraility. This indicates the consumer is very
satisfied. Ma)ority of consumers have rated Titan M 1iti+en wrist watch company
Excellent! for its Juality. This indicates the consumer is very satisfied. Ma)ority
of consumers have rated 1iti+en 3rist watch company Excellent! for its *tyle.
This indicates the consumers is very satisfied. 1onsumers have rated Titan wrist
3atch 1ompany as Excellent! with respect to its &rand Feputation This
indicates the consumers is very satisfied. (verage numer of consumers rated
Titan, Maxima, ;MT M 1iti+en wrist 3atch 1ompany -ood! for its (fter *ales
*ervice. This indicates the consumer is satisfied.
6rom the survey and information in the report, it can e concluded that there are
so many factors which affects the uying ehaviour of the consumers. The
affecting factors changes from person to person. These factors must e studied for
marketing the products and services.
-i1lio0raph!
0. Fesearch methodology
-1.F. .othari
5. Marketing management
K>
-"hilip .otler
"e1lio0raph!
www.titanworld.com
www.-oogle.com
K=