PSG Institute of Advanced Studies

Applied Business Statistics

Mini Project

“CONSUMER SATISFACTION ON TITAN WATCHES”

Mentor- Ms. Ramya

Team Members-
Abhishek .P
Dinesh

Parvadavardini.S

Sakthivel.P
Uday
Kumar
 TABLE OF CONTENTS
Introduction
About the product
Summary
Tables
Charts
Research Methodology
Objectives
Research Design
Data Collection Method
Sources of Data
Sample Space
Statistical Tools Used
Analysis and Interpretation
Percentage Analysis
Cross Tabulation
Chi Square Test
Independent Sample t Test
One Way ANNOVA
Correlation
Multivariate Analysis
Inference
Findings
Suggestions
Conclusions
Appendix
Questionnaire
 1. INTRODUCTION

ABOUT THE PRODUCT

Titan Industries was established in 1984 as a joint
venture between the Tata Group and the Tamil Nadu
Industrial Development Corporation. The company brought
about a paradigm shift in the Indian watch market, offering
quartz technology with international styling, manufactured in
a state-of-the-art factory at Hosur, Tamil Nadu. Leveraging
its understanding of different segments in the watch market,
the company launched a second independent watch brand-
Sonata, as a value brand to those seeking to buy functionally
styled watches at affordable prices. In addition it focused on
the youth with its third brand –Fastrack. It has also premium
fashion watches by acquiring a license for global brands
such as Tommy Hilfiger and Hugo Boss, while. It has also in
its portfolio its first Swiss Made watch brand – Xylys.
In 1995, the company diversified into jewellery under
the brand Tanishq to capitalize on a fragmented market
operating with no brands in urban cities. In 2005, the
company launched its second Jewellery brand, Gold Plus, for
capitalizing on the opportunity in small towns and rural India.
The company has now diversified into fashion Eyewear
by launching Fastrack Eye-Gear sunglasses, as well as
Prescription Eyewear. The Company leveraged its
manufacturing competencies and branched into Precision
Engineering Products and Machine Building from 2003.
 Today Titan Industries is India's leading manufacturer
of watches and jewellery employing 3,800 people. Titan and
Tanishq are among the most admired brands in their
categories.
Titan Currently manufactures four main watch brands
viz. Titan for the premium segment,
Fastrack- focused on the youth and trendy fashion space.
Sonata- for the mass market.
Xylys- for the premium market.
Titan Raga- the feminine and sensuous accessory for
today's woman.
Nebula- crafted in solid gold and precious stones.
Xylys- is for the hi-end connoisseur and new age achiever
(Swiss Made).
It also markets Tommy Hilfiger watches under a
licensing arrangement and is introducing Hugo Boss.
Today, the Titan portfolio has about 65% of the domestic
market share in the organized watch market.
The company has 255 exclusive showrooms christened
'World of Titan', making it amongst the largest chains in its
category. Titan watches are sold through over 12,000 outlets
in over 2,500 cities and internationally in over 30 countries,
primarily in the Middle-East and Asia Pacific. Its after-sales-
service is itself a benchmarked operation with a network of
750 service centres and amongst the world's fastest
turnaround times. The company has a world-class design
studio for watches and accessories.
Eye wear: Titan Eye+ is currently on a pilot mode with 5
stores in 2 cities and has sun glasses under Fastrack brand
and prescription eyewear consisting of Frames, Lenses,
Sunglasses, Accessories and Contact Lenses of in-house
brands and other premium brands.

2. SUMMARY OF THE PROJECT

The relevant data was collected from both primary

sources and secondary sources.

Primary Data Collection:

The data was collected in the form of Questionnaire with
a sample size of 30. The questionnaire consisted of both
open ended and closed ended questions. The schedule
covered parameters like reasons for consumers’ brand
preference, advertisements and new designs and so on.

Secondary Data Collection:

We made a study of the brand positioning of Titan
watches through secondary sources such as internet,
insurance magazines, and journals and so on. Then we
conducted a consumer satisfaction survey on Titan Watches.
 3. TABLES
a. Age of the respondent

Age of the Respondent

Cumulati
Freque Perce Valid ve
ncy nt Percent Percent
<20
9 29.0 30.0 30.0
years
20-35
9 29.0 30.0 60.0
years
36-50
9 29.0 30.0 90.0
years
>50
3 9.7 10.0 100.0
years
Total 30 100.0 100.0
b. Which media influenced to buy titan watch?

Which media influenced to buy Titan Watch?

Cumulati
Freque Perce Valid ve
ncy nt Percent Percent
TV 13 41.9 43.3 43.3
Newspaper 2 6.5 6.7 50.0
Magazines 4 12.9 13.3 63.3
Hoardings 2 6.5 6.7 70.0
Radio 1 3.2 3.3 73.3
Friends and
8 25.8 26.7 100.0
Relatives
Total 30 100.0 100.0
c. What are the features that made you prefer titan
brand?
What are the features that made you prefer
Titan brand?
Cumulati
Freque Perce Valid ve
ncy nt Percent Percent
Attractive
7 22.6 23.3 23.3
designs
Reasonabl
3 9.7 10.0 33.3
e price
Brand
9 29.0 30.0 63.3
image
Good
11 35.5 36.7 100.0
Quality
Total 30 100.0 100.0
d. Which sub brand of titan watches do you
possess?
Which sub brand of titan watches do you
possess?
Cumulati
Freque Perce Valid ve
ncy nt Percent Percent
Fastra
12 38.7 40.0 40.0
ck
Sonat
3 9.7 10.0 50.0
a
Raga 4 12.9 13.3 63.3
Nebul
1 3.2 3.3 66.7
a
Titan 10 32.3 33.3 100.0
Total 30 100.0 100.0
e. How well are you satisfied with the quality and
durability of the titan watch?
How well are you satisfied with the quality and
durability of the Titan watch?
Cumulati
Freque Perce Valid ve
ncy nt Percent Percent
Highly Satisfied 7 22.6 23.3 23.3
Satisfied 17 54.8 56.7 80.0
Neither Satisfied
4 12.9 13.3 93.3
nor Dissatisfied
Dissatisfied 1 3.2 3.3 96.7
Highly
1 3.2 3.3 100.0
Dissatisfied
Total 1
30 100.0
00.0
f. Ambience in the titan showroom
Ambience in the Titan showroom
Cumulati
Freque Perce Valid ve
ncy nt Percent Percent
Above
9 29.0 30.0 30.0
Average
Good 14 45.2 46.7 76.7
Excellent 7 22.6 23.3 100.0
Total 30 100.0 100.0
 g. Display of watches in the titan showroom
Display of Watches in the Titan Showroom
Cumulati
Freque Perce Valid ve
ncy nt Percent Percent
Good 18 58.1 60.0 60.0
Excell
12 38.7 40.0 100.0
ent
Total 30 100.0 100.0
h. Sales personnel in titan showroom
Sales Personnel in Titan showroom
Cumulati
Freque Perce Valid ve
ncy nt Percent Percent
Poor 1 3.2 3.3 3.3
Average 13 41.9 43.3 46.7
Above
7 22.6 23.3 70.0
Average
Good 6 19.4 20.0 90.0
Excellent 3 9.7 10.0 100.0
Total 30 100.0 100.0
i. After sales service of titan
After Sales Service of Titan
Cumulati
Freque Perce Valid ve
ncy nt Percent Percent
Poor 2 6.5 6.7 6.7
Average 3 9.7 10.0 16.7
Above
13 41.9 43.3 60.0
Average
Good 10 32.3 33.3 93.3
Excellent 2 6.5 6.7 100.0
Total 30 100.0 100.0
j. How do you feel the price level of titan watch?
How do you feel the price levels of the
Titan watch?
Cumulati
Freque Perce Valid ve
ncy nt Percent Percent
High 16 51.6 53.3 53.3
Norm
13 41.9 43.3 96.7
al
Low 1 3.2 3.3 100.0
Total 30 100.0 100.0
 4. RESEARCH METHODOLOGY
OBJECTIVES OF THE STUDY

Primary objective:

 The primary objective of the report is to analyze

about the consumer satisfaction on Titan Watches.

Secondary objective:

 To study and analyze the factors which influenced

consumers to purchase Titan watch.
 To know whether the product is economical to the
consumers and also to improve the product
efficiency by getting suggestions from the
respondents.
 To know the brand positioning strategies of Titan
watches.
 To recommend suitable measures to be taken by
the Titan Company to further improve its brand
perception and loyalty among its customers.
Research design:

The nature of the study is descriptive as the study describes the

consumer satisfaction on Titan watches.

Sampling design:

Population:
 The consumers of Titan watches in Coimbatore are the

population considered for the study.

Sample:

30 consumers were taken as the sample for the study.

Sampling technique:

The sampling technique used here is convenient sampling.

Tools for analysis:

Simple percentage analysis:

This technique is used to study and arrive at the percentages of

the different opinions of the respondents.

Cross tabulation:

It is a statistical tool that describes two or more variables

simultaneously and results in tables that reflect the joint

distribution of two or more variables.

Chi-Square test:

It is a statistical tool used to test whether there is any

association between two variables or not.

Independent Sample t-test:

It is a statistical tool used to test whether the population means

and sample means are equal.

1-Way ANOVA:

It is a statistical tool used to test the homogeneity of several

means.

Correlation:
 It is a statistical analysis which measures and analyses the

degree or extent to which two variables fluctuate with reference

to each other. The correlation measures the closeness of

relationship between the variables. Thus the association of any

two variables is known as correlation.

Multivariate analysis:

It is a statistical technique in which we use observed data to

relate a variable of interest which is called the dependent

variable (also called as response variable) to one or more

independent variable (also called as predictor variable).

5. ANALYSIS AND INTERPRETATION

Percentage analysis

Brands of titan

Brand Cumulati
s of Freque Valid ve
titan ncy Percent Percent
Fastr
12 40.0 40.0
ack
Sonat
3 10.0 50.0
a
Raga 4 13.3 63.3
Nebul
1 3.3 66.7
a
Titan 10 33.3 100.0
Total 30 100.0
Inference
From the table we can interpret that about 40% of the
respondents use fastracks brand because of the name and
the quality. Next is titan which has 34%. Raga brand has
about 13% share and 10% occupied by sonata brand.

Cross tabulation
Since how many years have you been using Titan watches? *
How well are you satisfied with the quality and durability of
the Titan watch?

How well are you satisfied with the quality and

durability of the Titan watch?
Neither
Satisfied
nor Highly
Highly Satisfi Dissatisf Dissati Dissatisf
Satisfied ed ied sfied ied Total
Since how <1
0 6 1 0 0 7
many years year
have you 1-3
been using 3 6 2 0 0 11
years
Titan
>3
watches? 4 5 1 1 1 12
years
Total 7 17 4 1 1 30

Inference
Most of the respondents have used the titan watch for
1- 3 yrs and they are satisfied. Totally 12 respondents have
used the watch for more than 3 yrs and their response was
that they are satisfied. Only a few are neither satisfied nor
dissatisfied.
 Chi square test

Age of the Respondent * Which media influenced

to buy Titan Watch?

Which media influenced to buy Titan Watch?

Friends
and
Newsp Magaz Hoard Rad Relativ
TV aper ines ings io es Total
Age <2
of 0
1 2 1 2 0 3 9
the yea
Resp rs
onde 20-
nt 35
5 0 1 0 0 3 9
yea
rs
36-
50
6 0 1 0 1 1 9
yea
rs
>5
0
1 0 1 0 0 1 3
yea
rs
Tot
13 2 4 2 1 8 30
al
 Chi-Square Tests
Value df Asymp.
Sig. (2-
Independent sided)
samples testPearson Chi- 17.50 15 .290
a
Square 0 Sig. (2-
Likelihood 18.55 15t df
.234 tailed)
How well areRatio
you Equal 9
Linear-by-
satisfied with the variances 1.098 1
1.061 .29513 .308
quality andLinear assumed
durability ofAssociation
the Equal variances
Titan watch?N of Valid 1.584 6.849 .158
not assumed 30
Cases

H0- There is no association between age of the respondent

and which media influenced to buy the titan watch.
H1- There is association between age of the respondent and
which media influenced to buy the titan watch.
Level of significance- α= 0.05
Test statistics- χ2 = 17.50
Inference- Since the significant value is 0.290 which is
greater than 0.05 therefore we accept the null hypothesis
that is there is no association between age of the respondent
and which media influenced to buy the titan watch.
Independent sample t test.

H0- There is no significant difference between the quality and

durability of sub brand fastrack and sonata.
H1- There is significant difference between the quality and
durability of sub brand fastrack and sonata.
Level of significance- 0.05
Test statistics- t= 1.061
Inference- since the significant value is 0.308 which is higher
than 0.05 we accept the null hypothesis which implies that
there is no significant difference between the quality and
durability of sub brand fastrack and sonata.

One way ANOVA

 How well are you satisfied with the
quality and durability of the Titan
watch?

Sum of Mean
Squares df Square F Sig.
Between
4.516 3 1.505 2.023 .135
Groups
Within
19.351 26 .744
Groups
Total 23.867 29

H0- There is no significant difference between quality and

durability of titan watch with features of the watch.
H1- There is significant difference between quality and
durability of titan watch with features of the watch.
Level of significance- 0.05
Test statistics- F= 2.023
Inference- Since the significant value is 0.135 which is
greater than 0.05 we accept the null hypothesis which
implies that there is no significant difference between the
quality and durability of titan with features of the watch.

Correlation
 Display of
Ambienc Watches
e in the in the
Titan Titan
showroo Showroo
m m
Ambience in the Pearson
1.000 .214
Titan showroom Correlation
Sig. (2-
.257
tailed)
N 30.000 30
Display of Pearson
.214 1.000
Watches in the Correlation
Titan Showroom Sig. (2-
.257
tailed)
N 30 30.000

H0- There is no significant relationship between ambience of

the showroom and the display of watches in the showroom.
H1- there is significant relationship between the ambience of
the showroom and the display of watches in the showroom.
Level of significance- 0.05
Test statistics- R= 0.214
Inference- since the significant value is 0.257 which is
greater than 0.05 which means that we accept the null
hypothesis that is there is no significant relationship
between ambience of the showroom and the display of
watches in the showroom.
 Multivariate analysis

Std. Error
Mod R Adjusted of the
el R Square R Square Estimate
a
1 .533 .285 .170 .97713

ANOVAb
Sum of Mean
Model Squares df Square F Sig.
1 Regressi
9.497 4 2.374 2.487 .069a
on
Residual 23.870 25 .955
Total 33.367 29

Coefficientsa
Standardi
zed
Unstandardized Coefficien
Coefficients ts
Std.
Model B Error Beta t Sig.
1 (Constant) 2.868 1.358 2.112 .045
Ambience in
-
the Titan -.225 .203 -.253 .279
1.107
showroom
Sales
Personnel in
.428 .185 .436 2.308 .030
Titan
showroom
After Sales .358 .201 .324 1.780 .087
Service of
Titan
 Std. Error
Mod R Adjusted of the
el R Square R Square Estimate
1 .533a .285 .170 .97713

ANOVAb
Sum of Mean
Model Squares df Square F Sig.
1 Regressi
9.497 4 2.374 2.487 .069a
on
Residual 23.870 25 .955
Total 33.367 29

Coefficientsa
Standardi
zed
Unstandardized Coefficien
Coefficients ts
Std.
Model B Error Beta t Sig.
1 (Constant) 2.868 1.358 2.112 .045
Ambience in
-
the Titan -.225 .203 -.253 .279
1.107
showroom
Sales
Personnel in
.428 .185 .436 2.308 .030
Titan
showroom
How do you
feel the price
-.358 .375 -.191 -.954 .349
levels of the
Titan watch?

H0- there is no significant impact of Ambience in the titan

showroom, Sales personnel in titan showroom, After sales
service of titan, Price levels of titan watch on Overall
showroom experience.
H1- there is significant impact of Ambience in the titan
showroom, Sales personnel in titan showroom, After sales
service of titan, Price levels of titan watch on Overall
showroom experience.
Level of significance- 0.05
Findings- Adjusted R2 = 0.170 which is less than 0.5 hence
the model is not fit.
Inference- Since the model is not fit we accept the null
hypothesis that is there is no significant impact of ambience
in the titan showroom, sales personnel in titan showroom,
after sales service of titan, price levels of titan watch on
overall showroom experience.

5. FINDINGS
 7. SUGGESSIONS

 To increase its visibility, Titan Company can sponsor

events similar to fashion shows in which all latest
designs launched are displayed. This would have
multiplier effect as the latest designs launched by the
 company get noticed by different segments of the
customers in varied ways.
 Tie –up with FM radio channels for reminder
advertisements and informing customers about various
sales promotion offers from time-to-time.
 Invest more in R&D as customer expectations are
changing rapidly. Though Titan has got more product
collections, it should focus on introducing more
varieties in already existing product collections. In other
words, having a limited but more depth in product
collections would be more advantageous.
 Introduce exclusive collection for working women which
is more contemporary and complements both
traditional and western wear.
 Majority of the population in India live in rural areas. So,
showrooms should be set up at places nearer to them.
Introduce cheaper and rough use watches for this
segment.
 After sales service has to be improved. That is, the
process of servicing and repairing of watches should be
made faster. This can be done by ensuring the spare
parts availability and training all sales personnel in
Titan showrooms to undertake these tasks.

 Tie up with international watch brands and make them

available locally.
 Spread awareness about availability of watches in
lower segments as most of the consumers feel that
Titan brand is synonymous with premium watches.
 Take steps to change consumer perception that
Titan watches are high priced.

8. CONCLUSION
9. APPENDIX
 10. ANNEXURE
CONSUMER SATISFACTION ON TITAN WATCHES
1. Name: ___________________________________________

2. Age: <20 20-35 36-50 >50

3. Gender: Male Female

4. Which sub-brand of Titan watches do you possess?

Fastrack
Sonata
Raga
Nebula
If others, please specify ______________________

5. Since how many years have you been using Titan watch?
< 1 Year 1-3 years > 3 years

6. What are the features that made you prefer Titan brand?
Attractive designs
Reasonable price
Brand image
Good quality

7. Which media influenced to buy Titan watch?

TV
Newspaper
Magazines
Hoardings
Radio
Friends & Relatives

8. How do you rate the new designs of Titan?

Poor
Average
Above Average
Good
Excellent

9. Do you think the new advertisement is effective in

inspiring consumers to have a new look everyday and be
more in lives?
Highly effective
 Effective
Not at all effective

10. How well are you satisfied with the quality and durability
of the Titan watch?
Highly Satisfied
Satisfied
Neither Satisfied nor dissatisfied
Dissatisfied
Highly Dissatisfied

11. How do you rate Titan’s exclusive showrooms with

respect to the following? (Please Tick )

FEATURES Po Avera Above Goo Excell

or ge Average d ent
a) Ambience
b) Sales
personnel
c) After sales
Service
d) Display of
Watches
e) Showroom
Experience

12. Do you want more retail Titan outlets in and around the
city?
Yes No

13. How do you feel the price levels of the Titan watches?
Very High
High
Normal
Low
Very Low

14. How is the battery life of Titan Watch?

Best Battery Life
Good Battery Life
Average Battery Life
Poor Battery Life
 Worst Battery Life

15. Are you satisfied with the warranty period given for the
Titan watch?
Yes No

16. Please give your suggestions to improve Titan’s brand

image among
Customers?

_____________________________________________________________
________

_____________________________________________________________
________