INTRODUCTION OF THE STUDY

INTRODUCTION

In this present century we can visualize sea changes in the global econom y. Day by day the purchasing power of people is increasing at tremendous pace. The choice of purchase is innumerable as thousands of companies are introducing newer products day by day. To cope with this situation people keep on acquiring knowledge regarding the products prices and substitutes. All this means that old business roadmaps cannot be trusted. Companies are learning that it is hard to build a reputation and easy to loose it companies that focus inward become blind to seismic changes in market competition distribution media and technology that are occurring outside mass markets are fragmenting in a m icro markets multiple channels of distribution are replacing single channels. Customers are buyi ng directl y through catalogues telemarketing and internet price discounting and sales promotions are eroding brand loyalt y. These and other changes make the co mpany to re examine and sometimes reverse the very premises on which they built their business. In order to alive in the market companies have started to consider various ways and means like developing new market either for a new product or for an old product, developing new product for existing or for a new market, segmenting the total market and targeting the untouched or most profitable segment encouraging consumers to consume more in one occasion converting non user in to user. The problem of to days b usiness is no more on production area but onl y in marketing area. Marketing of products involves so many aspects including study of consumers their choice and preference and good will for their products in the market. Any attempt to persuade consumers will be full y useful to business. So as to make them to buy the products. However it is true that these are number of influences affecting the purchases and number of individuals may be involved in exerting these
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influences on the basis of the above the resear cher wanted to make a study the consumers preference for Watch manufacturing Industry with

particular reference to Titan Watches. The study was aimed at anal yzing various factors affecting their purchase their opinion and preference for Watches etc. So as to know the market for Titan Watches. 1.1 Consumer Behavior and Marketing Strategy The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how

The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;

How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

Understanding these issues helps us adapt our strategies by taking the consumer into consideration. For example, by understanding that a number of different messages compete for our potential customers attention, we learn that to be effective, advertisements must usually be repeated extensively. We also learn that consumers will sometimes be persuaded more by logical arguments, but at other times will be persuaded more by emotional or symbolic appeals. By understanding the consumer, we will be able to make a more informed decision as to which strategy to employ. One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have

on the consumer and society." Although it is not necessary to memorize this definition, it brings up some useful points:

Behavior occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use).

Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, how it can encourage increased consumption. Since many environmental

problems result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest.

Consumer behavior involves services and ideas as well as tangible products. The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.

1.2

There are four main applications of consumer behavior:

1.2.1 The most obvious is for marketing strategyi.e., for making better marketing campaigns. By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that (1) companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and (2) it is important to please initial customers, since they will in turn influence many subsequent customers brand choices.

1.2.2 A second application is public policy. In the 1980s, Accutane, a near miracle cure for acne, was introduced. Unfortunately, To get consumers attention, the Federal Drug Administration (FDA) took the step of requiring that very graphic pictures of deformed babies be shown on the medicine containers. 1.2.3 Social marketing involves getting ideas across to consumers rather than selling something. Marty Fishbein, a marketing professor, went on sabbatical to work for

the Centers for Disease Control trying to reduce the incidence of transmission of diseases through illegal drug use. It was also determined that the practice of sharing needles was too ingrained in the drug culture to be stopped. As a result, using knowledge of consumer attitudes, Dr. Fishbein created a campaign that encouraged the cleaning of needles in bleach before sharing them, a goal that was believed to be more realistic. 1.2.4 As a final benefit, studying consumer behavior should make us better consumers. Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In practice, however, you often pay a size premium by buying the larger quantity. In other words, in this case, knowing this fact will sensitize you to the need to check the unit cost labels to determine if you are really getting a bargain. There are several units in the market that can be analyzed. Our main thrust in this course is the consumer. However, we will also need to analyze our own firms strengths and weaknesses and those of competing firms. Suppose, for example, that we make a product aimed at older consumers, a growing segment. A competing firm that targets babies, a shrinking market, is likely to consider repositioning toward our market. To assess a competing firms potential threat, we need to examine its assets (e.g., technology, patents, market knowledge, awareness of its brands) against pressures it faces from the market. Finally, we need to assess conditions (the marketing environment). For example, although it may have developed a product that offers great appeal for consumers, a recession may cut demand dramatically. The Management of PROCTER & GAMBLE once stated : Our business is based on understanding the consumer and providing the kind of products that the consumer wants. We place enormous emphasis on our product development area and our marketing area, and on our people knowing the consumer. The human mind is the most complex entity in the whole universe as it is very unpredictable how a person would behave in or react in a particular situation.

A persons behavior changes from place to place and situation to situation or, say it is very inconsistent. The person when has a need, is willing and able to satisfy the need is
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called a consumer. The consumer would go different ways to satisfy its needs depending on his social, cultural, family, economic and educational background. Consumer is the principle a priori of business. The efficiency with which a free market system of enterprise operates, depends upon the extent of consumer understanding possessed by the business community. A business community that is ignorant of consumer preferences cannot possibly fulfill its obligations in a meaningful and responsive manner. So here comes the need to prepare project report on consumer behavior. Consumer Behavior is broadly defined as the behavior the consumer displays in searching for, purchasing, using and evaluating products, services, and ideas which they expect will satisfy their needs. Consumer Behavior is not only the study of what people consume, but is also the study of who the consumers are, why they consume, how often they consume, and under what conditions they consume. consumer behavior refers to the buying behavior of ultimate consumers, those persons who purchase products for personal or household use, not for business purpose. There are Psychological Theories that help us to understand and predict the effect of all external and internal factors on a consumer. External factors include Culture, Society, Reference group and family etc. Internal factors comprise in a consumer mind and how consumers learning, memory, attitude, personality, lifestyle and motivation levels effect consumer behavior. What would initiate a buying process and how a buying decision would end is all covered under the study of consumer behavior. This all further helps relate product / service, price and promotion etc. with consumer behavior. Thus organisation can place marketing mix so as to propagate their product/services. The present study on Watches is also trying to find Consumer Perception about different features of Watches and how Price, Environment, Packaging, Quantity, Easy Availability and Variety are affecting the sale of Watches.

1.3 STATEMENT OF PROBLEM

This Research is mainly dealt with knowing purchase and post purchase behavior. This Research is focuses on product output which customer get from the product. This Research is also focus on changing preference of customers because in todays time there are so many best option for customer for every electronic product. This Research also studies that product are reaching up to the expectation of customer or not. A Watch Manufacturing company differentiate its product on different grounds. So I am study that, for which qualities company is advertising, those features that product have or not.

1.4 SCOPE OF THE STUDY

The scope of the study covers almost all categories of watches. The whole appraisal of watch has been done from the angle of customer satisfaction. Also watches locally made by the unorganized sector and which are not branded have not been considered.

This Report will help to understand the consumer behavior towards purchasing a new Titan watch. It also opens the various factor which can effect the purchase decision. This Report provides a frame of mind of people, what are the exceptions of consumer and up to how much level these expectation met. This Report will be helpful for Retailers and Companies so that they can understand the consumer behavior and can satisfy the consumer on more better manner. To know whether they recommend to other or not.

1.5 OBJECTIVES OF THE STUDY

The major objective of the study is to analyze the position of Titan Watches to identify weak areas and provide recommendations for the sales. The consumer durable market has grown considerably in last few years in India. With the growth, the level of competition has grown as well. Literally every day companies come up with new attractive offers to grab the better share of the market. The challenge is not only to get the new customer but also to continue with the existing customers. 1. Find out factors affecting the Titan watch users 2. The problem faced by Titan watch users.

3. Findings, Suggestions & Conclusion of the study.

1.6 LIMITATIONS OF THE STUDY

The probable limitations of this study are as under : The first and foremost limitations was time constraint which was only one months, but still efforts have been made to put the picture as clear and candid as possible. Watches were randomly selected as per convenience so error is bound to creep in the observation. The conservative attitude of the respondents was a limiting factor in gaining information. The sample size taken is small to make a universal statement.

1.7 RESEARCH METHODOLOGY

Research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific situation or problem. The objective of this section is to describe the research procedure and methods that have been adopted for the achievement of the project objectives. There are two main categories of research methods. Secondary research uses research that has already been done by someone else. For example, marketers often find information compiled by the U.S. Census very useful. However, in some cases, information specific enough to satisfy a firms needs is not publicly available. For example, a firm will have to run its own research to find out whether consumers would prefer that more vanilla taste be added to its soft drink brand. Original research that a firm does for itself is known as primary research.

1.7.1 Research Design:

A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. My research is comparative in nature.

1.7.2

Method of Data collection:

In order to study the consumer perception

regarding the uses of

Titan watches Products with respect to other companies in

Chandigarh both primary and secondary data will be collected. The study proposed to collect Primary data through questionnaire using survey method. So as to give a precise, accurate, realistic and relevant data. The secondary data as it has always been important for the completion of any report provides a reliable, suitable, equate and specific knowledge. The data will collect from various magazines, fact sheets newspapers and websites published by the company.

1.7.3 Sampling Technique: The study proposed to use convenience sampling.

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1.7.4 Sample Area: In order to make a comparative analysis study the consumer
perception as well as dealer & retailers perception of Titan watches products with respect to its competitor, the data for the study has been collected through a survey of Dealers/Retailers of Chandigarh and surroundings.

SAMPLE SIZE
A sample size of 100 consumers was chosen, but due to incompletely filled questionnaires and unwillingness and carelessness on the part of the respondents, This sample size was based upon time and affordability approach.

Sampling Unit
This answer the questio n who is to be surveyor?. The sampling unit for this study is household who deal with various brands of Watch Manufacturing industry with special reference to Titen watches .

1.8 Area covered by the study

They are of this study covered four villages of gobichettipalayam Taulk, Erode district.viz., 1. Pudukaripudur, 2. Vellalapalayam, 3. Kugalur, 4. Mevani ,

1.9 Period of survey

The survey is conducted during the period of months from Janvary2012 to March 2012.

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1.10 METHODOLOGY OF THE STUDY

They are of this study covered four villages of gobichettipalayam Taulk, Erode district.viz., 1. Pudukaripudur, 2. Vellalapalayam, 3. Kugalur, 4. Mevani , Gobichettipalayam taulk are purposivel y selected as having maximum Titan watch user. Data required for this study his primary data. 1.10.1 For the present study 100 Titan watch user were selected as sample \respondents from four villages. For each villages 25 sample respondents Were selected by using judgement sampling Techn ique. 1.10.2. For the present study, primary data were used. Primary data were Collected 100 sample respondents by using even structure interview study.

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1.11 Statistical tools applied To analyse the data and interpret the results by using percentages analysis. Percentage analysis: Percentages to a special kind of ratio percentage are used in marketing comparison between two or more series of data percentages are used to describe relationshi p. Percentages can also be used to compare the relative terms the distribution of two or more series of data.

No of respondents Percentage of respondents = ----------------------- X 100 Total respondents

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CHAPTER II

COMPANY PROFILE
INTRODUCTION :
In 4 continents, 40 countries and 1500 cities around the world, there is a new brand to reckon Titan , the new world watch. Established in 1987, titan is a part of the $8 billion Tata group, a diversified business conglomerate with interest in automobiles, steel, information technology, telecommunications, energy, chemicals, hotels, consumer products and tea. In a short span of 13 years, Titan has clocked global sales of over 38 million watches and emerged as a worlds 6th largest manufacturer brand with sales last year touching 6 million watches. Currently Titan enjoys a nearly 40% share of the domestic quartz market (more tan three times the size of its nearest competitor) and close to a 50% share among the nationally recognized brands. Titan represents a unique blend of highend Japanese technology, legendary European design and renowned Indian

craftsmanship. It is a product of an extraordinary cooperation between designers, toolmakers and marketers continents. The Titan watch plant is a US $70 million state of the art integrated facility, set in 40000 square meters of floor space, and employs over 2500 professionals. A fierce commitment to excellence coupled with some of the most sophisticated manufacturing technologies in the world helps Titan deliver world class products in an incredible variety of designs and styles. Every Titan is powered by robust movement, tried and tested in the hot and humid conditions of Asia and sold with confidence of a unique one year guarantee and an unmatched two year guarantee on the watch. Titans renowned design skills have helped create an exclusive range of jewelers watchesTANISHQ. In India, 35 world-class boutiques exclusively sell Tanishq brand jeweler made by Titan. Product styling, which is truly contemporary matched by superior finish and assured cartage, have helped tanishq establish a leadership position.

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Offices in London, Dubai and Singapore and a significant distribution and service base in Europe, Africa, the Middle East, Asia and the Australian drives the companys business across four continent and forty countries.

It is watches; however that have been Titans mainstay and that are perhaps singularly responsible for building Titan industries in to a professionally recognized corporate leader. Titan has been consistently ranked as Indias leading consumer durables marketing company for the past seven years (1993-99) by the countries leading advertising and marketing publication A&M. Between the years 1994 and 1998, it was also ranked in Asias top 200 companies and Indias top 10 by The Far Eastern Economic Review. Finally, and perhaps most importantly, the readers of the Economic Times also recently voted Titan Indias most admired brand. All of this has of course only been possible through the use of extensive (and needless to say, effective) brand building techniques. In his book Beyond Branding, Joe Marconi defines a brand simply as a name, and brand equity as the value of that name. He thus defines brand building as the process of creating, managing and marketing brand equity by building brand identification, recognition and loyalty.

In order to truly gauge the extent to which Titan has built itself into a nationally recognized brand, we need only refer to marketing guru Al Ries definition of the word, which is a brand is a proper noun that can be used in place of a common word. By this he means such as Heineken, Rolex and Mercedes, which can be used in place of words such as beer, watch and car respectively. Can Titan be used in place of the word

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watch? we think it can ( in the Indian context ). This is what marks the difference between a mere name of a product, and a brand.

2.1.The laws of branding :

Perhaps one of the most highly regarding works on brand building is the now classic 22 Immutable laws of Branding by the father and daughter team of Al and Laura Ries. This can be used as reliable base while measuring the efficiency of a companys brand building techniques. While a run-down of all 22 laws would be rather impractical, not to mention unnecessary, we have, however identified those laws most relevant to

the case in point. In order to facilitate proper comprehension, we have chosen to illustrate this point as follows :

2.2.1 The Law of Contraction : A brand becomes stronger when its focus is
narrowed. This does not imply carrying a limited product line, but rather limiting and focusing a brand on only one type of core product, which in Titans case happens to be watches. Titans thought possessed of a wide product and stuck them with the Titan name, which would have only gone on to cannibalize the value of the core brand. As a result of this, Titan has developed for itself on image of being time keeping experts in the minds of the consumers.

2.2.2 The Law of Advertising: Once born, a brand needs to actively advertise in order
to stay healthy and maintain market share. If done right, advertising is more of an investment than an expense. Titan has implemented this by always maintaining a high degree of visibility when it comes to its advertising. In addition, it possesses one of the most recognizable ad-jingles in the history of Indian advertising.

2.2.3 The Law of the word : Any brand worth its salt should strive to own a word
or words in the mind of the consumer. Examples of such brands are Volvo, who owns the word safety, Mercedes, who own the word prestige and Coca Cola, who owns the word cola. Titan, at least when viewed in the context of the Indian watch market, seems to own quality. Though unsubstantiated b any formal market research, in an informal survey that I conducted among a sample of 30 people we know (including friends, family,
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neighbors and acquaintances), 19 of them, when asked what one word came to mind when they heard Titan Watches answered quality. A further 8 answered Indian, another word that would do Titan absolutely no harm to own in the minds of their prospects.

2.2.4 The Law of Quality : Though quality is essential to the survival and growth of
any brand, the facts remains that brands are not built by quality alone. The perception of the brand is as, if not more significant than mere quality. It is here Titan scores. As mentioned previously Titan more or less owns the word quality in the minds of the consumers, thereby implying that it is perceived as a quality product combine to work towards building the strength of Titan brand.

2.2.5 The law of the Name : In the long run, a brand is nothing more than a name. The
difference between products is thus not so much between the products, as it is between their names, or perceptions of the names. Seeing as how its name is perhaps the most important element of a brand, we feel that point warrants a slightly more in-depth discussion. Let us see to what extent Titan satisfies these conditions. First of all, the name Titan itself comes from Greek mythology, and symbolizes greatness, grandeur and power. Remember the Titanic? It is easy to pronounce, as well as to remember. One only has to compare its name to that of its biggest competitor, HMT to see how well though out the name Titan is. HMT, while being an acronym, expands out to Hindustan Machine Tools, a generic name if we ever heard one. Asides from all these differences, the question of perception arises. A watch is a product, the purchase of which is perhaps driven more by perception than anything else.

2.2.6 The Law of the Company : Brands and brands, and companies are companies.
There is a difference. Titan is owned by the Tata Group, who though highly regarded in Indian Industry are associated more with heavy industries such as steel and truck building, than with watch making. Chances are that no one would buy a Tata watch (its name involving the same, if not greater reaction than an HMT). People would, however buy a Titan.

2.2.7 The Law of Siblings : There is always a time and a place to launch a second
brand, but when this is done it should be ensured that both brands have separate and
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distinct identities. Each brand should be kept unique and special. When Titan decided to diversify in to the jewellery segment, they did not call their new brand Titan Jewellery, inspite of the high standing of the Titan name in the minds of the Indian consumers. To do so would be to undermine the power of the Titan brand, which is that of being watch experts? Hence, the jewellery was called Tanishq.

2.2.8 The Law of Shape : A brands logotype should be well designed in order to fit
the eyes. Visual symbols (again with the possible exceptions of Nikes swoosh or Mercedes 3 pointed star) are highly overrated. The meaning lies in the words, not the symbol. The Titan logo, through well recognizable (please refer to the rare event that you do, in fact actually NOT recognize it) is always accompanied by the words Titan in a clear, crisp typeface denoting power (through the use of capital letters) and class at the same time.

2.2.9 The Law of Colour: A brand should use a colour and typeface that is the
opposite of its major competitor. For example, while Coca-Cola stands for red and appears in running handwriting, Pepsi stands for blue and appears in capital, modern looking letters. Similarly while HMT appears in small silver lettering, titan appears in capital letters, and is usually in black.

2.2.10 The Law of Borders : finally, a brand should know no borders or boundaries.
With a name that stands for Hindustan Machine Tools, HMT would be hard-pressed to sell a single watch outside Indian Territory. Such is not the case with the more globally oriented name, Titan. As mentioned previously, Titan is sold in over 40 countries through marketing subsidiaries in London ,Singapore and Dubai. Thus far, we have restricted ourselves to issues exclusively concerned with the role of the brand in building brand equity. The fact however remains that brand building is an exercise that requires effort in a number of ways, many of them unrelated to the actual brand as such. These could be related to the products image, the companys image, public perception of the parent company, and efficiency of promotional measures, to name but a few.

The various types of Titan watches sub brand was follows:

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SUB- BRANDS OF TITAN

Sonata:
This is Titans most basic range, offered reliable, everyday working watches reasonably priced between Rs 350 Rs 900, a case of socio-economic segmentation and this brand is perhaps HMTs most direct competitor, offering more or less similar attributes to those offered by HMTs watches.

Edges:
These ultra-slim watches are marketed as being Truly World Class. This offering from Titan is more sophisticated and elegant looking watches for the urban class of people who are more image and status conscious .Titan has used psychographic segmentation to identify the market for EDGE. Ultra-slim watches are a growing trend in the international watch market today, with quite a few brands such as Swatch, Citizen and Rado offering their variations of the concept. Titan is no less.

Nebula :
Originally part of the Tanishq line, Nebula became part of the Titan line when Tanishq was made exclusively a jewellery line. One of the Titans most expensive range of watches, they are still marketed as solid golden watches under the ad-line, The Jewelers Collection, a case of Geo-clustering technique of segmentation. Priced between Rs. 6000- Rs 13,500 these watches are rather obviously targeted at upper-most end of the market, in competition with brand such as Rolex and Cartier.

Dash ! :
These are bright, colorful watches aimed at children aged 6-14 years, offering the advantage of a recognized, high quality brand, economically priced at Rs. 250 onwards. These watches are marketed under the ad-line Wow watches from Titan thereby making them instantly appealing to their target audience. Dash! Has created an entirely new market segment in the watch industry and dominated it. Recently however, with the entry of Swatch, with their child- oriented Pop-Swatch watches, Dash! Finally has some competition. Dash! Is still likely to dominate this segment however, as no other brand is quite ready to offer such competitive prices.

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 Fastrack:
These are Titans youth oriented, Style watches, priced between Rs. 550-Rs. 1500. incorporating the all new international frosted look, these watches offer contemporary styles that are fresh and vibrant, for both men and women ( Geo-clustering segmentation). The all-steel body comes in variety of frosted finishes-steel, gold ion plated and black ion plated with PVC, leather and cool metal straps. All watches are highly water resistant, ranging form 50m to 100m. their ad-line, Cool Watches from Titan speaks volumes about the segment it is targeted at. Fastrack recently launched its digital range as well, and now counts among its main competitors Sitco and Casio (in digital range) and Espirit and Swatch (in the analog range).

Classique:
These watches are targeted at the older male segment of the market, and profess timeless elegance through a combination of fine leather straps, clean classic dials and sleek cases, thus making it, A perfect fit for formal wear. Classique is the embodiment of everything that is everlasting yet contemporary. These watches tend to be generic in their simplicity, and find no real competitors, save for perhaps HMT. These watches are priced between Rs. 550 to Rs. 3000.

Insignia:
This World Watch priced between Rs. 4000 Rs. 7500, is an eloquent fusion of design, craftsmanship, and precision engineering. An Insignia is 10 times more complex than a regular Titan watch, incorporating the best of materials, high graded anti-allergic steel, scratch resistant sapphire crystal and special hard gold plating. Individually numbered, each Insignia comes with a two-year international guarantee.

Psi 2000:
A range of contemporary sports watches aimed and marketed as a tough, outdoor, adventure brand (Psychographics segmentation). Made from non-allergic stainless steel, these watches have such authentic sports features as luminous dial marking, rotating timer rings, upto 100m water resistance, and screw in crowns to withstand pressure while swimming. As is evident from their advertising, Psi 2000 is positioned in direct competition with similar foreign brands such as the Swatch Irony. These watches are priced between Rs. 800 to Rs. 7500.

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 Raga:
These are exclusive watches for women, with design elements that are first of their kind. An exciting collection that incorporates traditional Indian motifs, with such innovation as interchangeable straps and a unique three in one watch. Designed exclusively for use with Indian womens formal wear one of a kind and has no competitors in its segment. These watches are priced between Rs 1400 to Rs 4000.

Royale:
This stunning collection comprises of alluring gold plated cases matched with exquisite gold plated straps, and including designs to suit everything from simple to dressy evening wear. These watches are priced between Rs 960 to Rs 3000.

Regalia:
Priced at Rs 5000 upwards, and marketed as Incredibly eye catching magic in gold, these finely crafted watches combine sleek cases and pattered dials with special appliqus flowing in to intricately designed bracelets. This is Regalia a special watch for a special occasion. With a unique combination of all gold and bicolor looks, this range represents the essence of dress wear Competitors include foreign Dress Watch brands such as Tissot, Piaget and Rado.

Spectra:
A truly unique collection of watches, which combines the sturdiness of steel with the richness of gold. International in its styling, this range is for those who look beyond the ordinary. These watches are priced between Rs 650 to Rs 1900.

Technology:
These watches merge classic elegance with technology mastery. This unusual combination gives rise to multifunctional chronographs using space age technology and the timeless essence of the sun in order to produce contemporary solar powered machine in competition with brands such as Citizens Eco Drive. These watches are priced between Rs 2350 to Rs 8170.

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Titan has also slightly diversified beyond its core product of wrist watches by entering the clock market. It has done so in the form of the two following brands;

Synchrony:
These are analog table clocks, offered in over a 100 different models, and available in both plastic as well as steel. They are marketed under the ad-line Center of Attention and are priced at Rs 425 upwards. This line finds itself in combination with predominantly Indian brands such as Ajanta, Jayco and Prestige.

Cyber:
One of Titans newest brands, cyber offers small digital alarm clocks priced between Rs 400 to Rs 600.

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CHAPTER III
CONSUMER BEHAVIOR 3.1 Meaning of consumer behavior
Glenn Wilters, human behavior refers to the total process which individuals with their environment. by

3.2 Brand
A brand is a name, term, symbol or design or a combination them that is intended to identify the goods or services of seller or a group of sellers and to differentiate them from those of competitors.

Advantages of brand name

The advantages of using brand names could be easil y recognized for each group of participants in the marketing viz., manufacturer ,

consumer and distributor as follows. To the manufacturer It identified the product competing products. These and distinguishes it from the other it protects the interest of the

manufacturer. It saves advertising cost if the brand name is popular. A brand name instills confidence and good will for t he products in consumers. It will market for the products.

To the consumer
It affords an easy purchase by easil y identifying a product. The brand name indirectl y assures certain qualit y by identifying the manufacturer behind the product. The brand names assures fixed prices. Even the distributors cannot unjustl y vary prices.
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To the Distributors
It helps is advertising and sales promotion programmes. The distributors can easil y find out the quick moving products. Branding reduces prices Flexibilit y this in turn reduces the risk in business. Special selling efforts are need not be undertaken this in turn reduces the cost of distribution and the final price.

3.3 Determinants of consumer buying behavior

A marketer is always interested to know how consumer respo nd to various marketing stimuli product, price, place and promotion and other stimuli I e., buyers environment economic, technological, political and cultural.

3.4 Factors influencing consumer behavior 1. Cultural factors

Cultural factors hav e the broad cast and depots influence on consumer behavior we will look at the role played by the buyers culture subculture

(i) Culture
Culture is the most fundamental determinant of persons want and behavior.

(ii) Sub culture:

Each culture contains smaller groups of subculture that provides more specific identification and socialization of its members. There are four t ypes of subculture viz national groups, Religious groups and groups depending on geographical are as. groups social

2. Social factors

It includes reference group, Family and social class.

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a. Reference group
Reference group refer to all the groups that have an influence whether direct or indiect on the persons behavior. People are influenced by a many groups.

(b) Membership groups

Membership group are those groups to which the person belongs and interacts. These groups have a direct in fluence on its members behavior.

c. Primary groups
Primary groups include groups of friends famil y members,

neighbours, co staff, etc.. Here there is a fairl y continuous interaction.

(d) Secondary groups

Here there is onl y a less continuous interaction and include religious groups professional groups etc .

(e) Inspirational groups

There are the groups to which a person would like to become its member people are also influenced by such group.

(f) Dissociative group

These are the groups whose values an individual rejects.

Family
Famil y can influence a persons buying behavior because most consumers belong to a famil y. Marketers should study the role and the relative influence of the husband wife and children in the purchase of products or services. For products like grocery articles provisions etc the house wife is the deciding authorit y. In the case of purchase which involves heavy amount the decision is normall y made by both the husband and wife. Hence members of a famil y play an important role in shaping a buyers behavior.

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Social class
Social classes are relativel y homogenous and enduring division in societ y which are hierarchicall y ordered and whose members share

similar values interest and behavior social classes show distinct product and brand preference in such as clothing homefurnishing lesisure activities and automobiles.

3. Personal Factors
A buyers behavior is also infl uenced by personal factors which normall y include age oc cupation income, lifest yle etc.,

Age
People buy different products at their different life stage. Their taste preference etc also change with change in life stage for instance taste ingress materials, recreation etc ., are age related.

Occupation
A persons buyer behavior is also influenced by his

occupation. For certain occupations the purchase of certain t ype of products is necessary. For examples a sales representative will buy fa ncy dress, shoes, suitcase, etc.,

Income
Income level of the people is an another Factor which can exert influence in shaping the consumption pattern. Income is the main source of purchasing power. So buying pattern of people differs with different levels of income.

Life Style
A persons life st yle or his pattern of living in this world as expressed in his activities interest and Opinions. Like st yle attempts to profile and whole persons pattern of acting in the world.

26

4. Psychological factor
A persons buyer behavior is also influenced by the following ps ychological factors.

Motivation
Motivation can be described as the driving force with in individual. That impels them to action. This driving force is produced by a stage of tension that exists as the result of unfulfilled needs.

Perception
Perception can be defined as the process by which an individual selects, organize and interprets stimuli into a meaningful and coherent picture of the world. Example of stimuli includes products packages, brand names. Commercial and advertisements. Form a marketing perceptive consumer, leaving is the process by which individual acquire the purchase and consumption knowledge and experience they apply to future related behavior.

Learning
People learn when they act lear ning may be defined as all changes in an individuals behavior arising from past experience. Most human behavior is of learned onl y.

Attitudes
An attitude is a state of mind or feeling. It may be described as a persons emotional feeling, action, tendencies towards same idea or object people have attitudes towards each and everything i.e., clothes, Religion, communit y etc., food,

27

TABLE 1
THE TABLE SHOWING THE PRECENTAGE OF DIFFERENT AGE GROUP OF THE RESPONDENTS. Age Group Below 15 16 - 25 26 35 36 and above Total Inference:
The above Table shows that out of 100 sample respondents, 44 percent of the sample respondents have 16 to 25 and 24 percent of the sample respondents have 26 to 35 , 20 percent of the sample respondents have 36 and above and 12 percent of the sample respondents have below 15. Hence it can be concluded that majorit y of the sample respondents have 16 to 25.

No. of respondents 12 44 24 20 100

% of respondents 12 44 24 20 100

28

PERCENTAGE OF DIFFERENT AGE GROUP

45 40 Percentage 35

30 25
20 15 10 5 0
Below 15 16-25 26-35 36and above

Age

29

TABLE 2 THE TABLE SHOWING THE PERCENTAGE OF MALE AND FEMALE RESPONDENTS.
GENDER Male Female Total NO OF RESPONDENTS 42 58 100 PERCENTAGE 42 58 100

Inference
The above Table shows that o ut of 100 sample respondents, 42 percent of the sample respondents have male and 58 percent of the sample respondents have Female . Hence it can be concluded that majorit y of the sample respondents have Female .

30

CHART 2 CHART SHOWS THAT GENDER OF RESPONDENTS

Male 42%

Female 58%

31

TABLE 3 THE TABLE SHOWING PERCENTAGE OF MARITAL STATUS:

MARITAL STATUS Married Unmarried Total

NO. OF RESPONDS 60 40 100

PERCENTAGE 60 40 100

Inference
The above Table shows that o ut of 100 sample respondents, 60 percent of the sample respondents have Married and 40 percent of the sample respondents have Unmarried . Hence it can be concluded that majorit y of the sample respondents have Married .

32

CHART-3 CHART SHOWS THAT MARITAL STATUS OF THE RESPONDS

0% 0%

Unmarried 40% Married 60%

33

TABLE 4 THE TABLE SHOWING THE PERCENTAGE OF DIFFERENT OCCUPATION OF THE RESPONDENTS
TABLE SHOW THAT OCCUPATION OF RESPONDENTS OCCUPATION Employee Business Professional people Agricultural House wife others Total NO OF RESPONDENTS 40 30 16 4 10 100 PERCENTAGE 40 30 16 4 10 100

Inference

The above Table shows that out of 100 sample respondents, 40percent of the sample respondents have Employee and 30 percent of the sample respondents have Business Professional people , 16 percent of the sample respondents have Agricultural and 4 percent of the sample respondents have House wife . 10 percent of the sample respondents have others. Hence it can be concluded that majorit y of the sample respondents have Employee .

34

CHART 4 CHART SHOW THAT OCCUPATION OF RESPONDENTS

40 40 35 30 30 25 20 15 10 10 4 5 0 Employee business professional people agricultural house wife others

16

35

TABLE 5 THE TABLE SHOWING THE PERCENTAGE OF EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

EDUCATION QUALIFICATION Illiterate school level College level Professional degree Others Total

NO OF RESPONDENTDS 14 4 52 14 6 100

PERCENTAGE 14 14 52 14 6 100

Inference
The above Table shows that out of 100 sample respondents, 14 percent of the sample respondents have Illiterate and 14 percent of the sample respondents have school level , 52percent of the sample respondents have

College

level and 14 percent of the sample

respondents have Professional degree . 6 percent of the sample respondents have others. Hence it can be concluded that majorit y of the sample respondents have College level .

36

CHART-5 CHART SHOWS THAT EDUCATION QUALIFICATION OF RESPONDENTS

60

50

40

30

20

10

0 Illiterate Series 1 14 school level 14 college level 52

professional degree 14

others 6

37

TABLE - 6
THE TABLE SHOWING THE NUMBER OF MEMBERS IN THE RESPONDENTS FAMILY
NUMBER OF MEMBERS Up to 2 members 3 to 4 members Above 6 members total NO OF RESPONDENTS 66 26 8 100 PERCENTAGE 66 26 8 100

Inference
The above Table shows that out of 100 sample respondents, 66percent of the sample respondents have Up to 2 members and 26 percent of the sample respondents have 3 to 4 members 8 percent of the sample respondents have Above 6 members.

Hence it can be concluded that majorit y of the sample respondents have 66t Up to 2 members.

38

CHART 6 CHART SHOWS THAT NUMBER OF FAMILY OF THE RESPONDENTS

above 4 members 8%

3to 4 members 26%

up to 2 members 66%

39

TABLE 7
THE TABLE SHOWING THE PERCENTAGE OF DIFFERENT LEVEL OF INCOME OF THE RESPONDENTS Income level Below 15,000 15,001 25,000 25,001 30,000 30,000 and above Total Inference
The above Table shows that out of 100 sample respondents, 5percent of the sample respondents have Below 15,000 and 20 percent of the sample respondents have 15,001

No. of respondents 5 20 30 45 100

% of respondents 5 20 30 45 100

to25,000, 30 percent of the sample respondents have 25,001 30,000, 45percent of the
sample respondents have 30,000 and above.

Hence it can be concluded that majorit y of the sample respondents have 45

30,000 and above .

40

TABLE 8
THE TABLE SHOWING THE BRAND AWARENESS RESPONDENTS Brand Awareness HMT Timex citizen Titan Ajanta Prestige Inference
The table reveals that Titan occupies first place in ranking. Boost comes second, HMT comes third,citizen comes Fourth, Timex Ajanta comes last. fifth and

Rank II IV III I V VI

41

THE BRAND AWARENESS RESPONDENT

6 5

Rank

4 3 2 1 0
HMT Timex Citizen Prestige Ajanta Titan

Brand Awarness

42

TABLE 9 THE TABLE SHOWING THE USER OF TITAN

Using Titan Watches Yes No Total Inference:

No. of respondents 78 22 100

% of respondents 78 22 100

The above Table shows that o ut of 100 sample respondents, 78 percent of the sample respondents have Yes and 22 percent of the sample respondents have No . Hence it can be concluded that majorit y of the sample respondents have Yes .

43

SHOWING THE USER OF TITAN

80 70 60 percentage 50 40 30 20 10 0 Yes

Using Titan Watches

No

44

TABLE 10 THE TABLE SHOWING THE PERCENTAGE OF THE FACTOR WHICH MAKES RESPONDENTS LIKE TITAN Factor Technique Style Fashion Color All the above Total Inference
The above Table shows that out of 100 sample respondents, 10 percent of the sample respondents have Technique and 29 percent of the sample respondents have Style, 31 percent of the sample respondents have Fashion, 15percent of the sample respondents have Color. 15percent of the sample respondents have All the above r. Hence it can be concluded that majority of the sample respondents have 31 Fashion. .

No. of respondents 10 29 31 15 15 100

% of respondents 10 29 31 15 15 100

45

THE PERCENTAGE OF THE FACTOR WHICH MAKES RESPONDENTS LIKE TITAN

35 30 25 20 15 10 5 0
Techniqu Style Fashion Color

percentage

All The Above

Factor

46

TABLE 11 THE TABLE SHOWING THE BUYING DECISION OF THE RESPONDENT Buying decision through Friends Relatives Advertisement Total 15 35 50 100 15 35 50 100 No. of respondents % of respondents

Inference
The above Table shows that out of 100 sample respondents, 15 percent of the sample respondents have Friends and 35 percent of the sample respondents have Style, 31 percent of the sample respondents have Relatives, 50 percent of the sample respondents have Advertisement.. Hence it can be concluded that majority of the sample respondents have 50

Advertisement.

47

TABLE 12 THE TABLE SHOWING THE FREQUENTLY OF USAGE OF TITAN: Time of using Daily Weekly once Weekly twice Monthly once Total Inference
The above Table shows that out of 100 sample respondents, 78 percent of the sample respondents have Daily and 7 percent of the sample respondents have Weekly once, 10 percent of the sample respondents have Weekly twice, 5 percent of the sample respondents have Monthly once.. Hence it can be concluded that majority of the sample respondents have 78 Daily.

No. of respondents 78 7 10 5 100

% of respondents 78 7 10 5 100

48

THE FREQUENTLY OF USAGE OF TITAN

100

percentage

80 60 40 20 0
Daily Weekly Once Weekly Twice

Time of Using

Monthly Once

49

TABLE 13
THE TABLE SHOWING THE PERCENTAGE OF THE FACTORS WHICH INFLUENCED TO RESPONDENTS TO PURCHASES OF TITAN Factors No. of respondents % of respondents Price Quality Quantity Brand name Availability Package Others Total
Inference The above Table shows that out of 100 sample respondents, 6 percent of the sample respondents have Price and 38 percent of the sample respondents have Quality, 8 percent of the sample respondents have Quantity, 13 percent of the sample respondents have Brand name. 29 percent of the sample respondents have Availability, 3 percent of the sample respondents have Package. 3 percent of the sample respondents have

6 38 8 13 29 3 3 100

6 38 8 13 29 3 3 100

Others.
Hence it can be concluded that majority of the sample respondents have 38 Quality.

50

THE PERCENTAGE OF THE FACTORS WHICH INFLUENCED TO RESPONDENTS TO PURCHASES OF TITAN

Others Package

Factors

Availability Brand Name Quantity Quality Price

10

20

30

40

percentage

51

TABLE 14 THE TABLE SHOWING THE PERCENTAGE OF THE HOW MANY YEARS USE TITAN Years No. of respondents % of respondents 1 to 2 3 to 4 5 to 6 6 and above Total Inference
The above Table shows that out of 100 sample respondents, 21 percent of the sample respondents have 1 to 2and 44 percent of the sample respondents have 3 to 4,

21 44 15 20 100

21 44 15 20 100

15percent of the sample respondents have 5 to 6, 20 percent of the sample respondents

have 6 and above Hence it can be concluded that majority of the sample respondents have 44 3 to 4.

52

TABLE - 15 THE TABLE SHOWING THE SATISFACTION OF RESPONDENTS TOWARDS QUANTITY

Quantity

No. of respondents

% of respondents

High Moderate Low No idea Total Inference

40 32 10 18 100

40 32 10 18 100

The above Table shows that out of 100 sample respondents, 40 percent of the sample respondents have High and 32 percent of the sample respondents have Moderate, 10 percent of the sample respondents have Low, 18 percent of the sample respondents have

No idea
Hence it can be concluded that majority of the sample respondents have 40 in High.

53

TABLE - 16 THE TABLE SHOWING THE OPINION ABOUT TITAN Opinion about Titan
Satisfied Dissatisfied Highly Satisfied Highly dissatisfied Total

No. of respondents
56 18 26 0 100

% of respondents
56 18 26 0 100

Inference
The above Table shows that out of 100 sample respondents, 56 percent of the sample respondents have Satisfied and 18 percent of the sample respondents have Dissatisfied,

26 percent of the sample respondents have Highly Satisfied, 0 percent of the sample
respondents have Highly dissatisfied Hence it can be concluded that majority of the sample respondents have 56 in Satisfied.

54

CHART 16 CHART SHOWS THAT FEEL ABOUT PRICE OF THE PRODUCT

26

Satisfied 56 Dissatisfied Highly Satisfied Highly dissatisfied 18

55

TABLE - 17 THE TABLE SHOWING THE OPINION ABOUT QUALITY Opinion about Quality Good Satisfactory Average Bad Total Inference
The above Table shows that out of 100 sample respondents, 30 percent of the sample respondents have Good and 38 percent of the sample respondents have Satisfactory,

No. of respondents 30 38 22 10 100

% of respondents 30 38 22 10 100

22 percent of the sample respondents have Average, 10percent of the sample

respondents have Bad Hence it can be concluded that majority of the sample respondents have 38 in

Satisfactory.

56

TABLE - 18 THE TABLE SHOWING THE OPINION ABOUT PRICE Opinion about Price Economical Normal High Low Total Inference
The above Table shows that out of 100 sample respondents, 20 percent of the sample respondents have Economical and 33percent of the sample respondents have Normal,

No. of respondents 20 33 43 4 100

% of respondents 20 33 43 4 100

43 percent of the sample respondents have High, 4percent of the sample respondents
have Low Hence it can be concluded that majority of the sample respondents have 43 in High.

57

SHOWING THE OPINION ABOUT PRICE

percentage

50 40 30 20 10 0
Economical Normal High Low

Opinion about price

58

TABLE 19 THE TABLE SHOWING THE FACTOR WHICH INFLUENCES THE GENERAL PURCHASING DECISION Influence of purchase Free gifts Price off Coupon Others Total Inference
The above Table shows that out of 100 sample respondents, 28 percent of the sample respondents have Free gifts and 43 percent of the sample respondents have Price off ,

No. of respondents 28 43 16 13 100

% of respondents 28 43 16 13 100

16 percent of the sample respondents have Coupon, 13 percent of the sample

respondents have Others Hence it can be concluded that majority of the sample respondents have 43 in Price off.

59

SHOWING THE FACTOR WHICH INFLUENCES THE GENERAL PURCHASING DECISION

45 40 35 30 25 20 15 10 5 0
Free gifts Price off Coupon Others

percentage

Influence of purchase

60

TABLE 20 THE TABLE SHOWING THE SATISFACTION FOR PACKAGING OF PRODUCT Satisfied for packaging Good Attractive Normal Poor No idea Total Inference
The above Table shows that out of 100 sample respondents, 21 percent of the sample respondents have Good and 28 percent of the sample respondents have Attractive,

No. of respondents 21 28 39 1 11 100

% of respondents 21 28 39 1 11 100

39percent of the sample respondents have Normal, 1 percent of the sample respondents
have Poor, 1 percent of the sample respondents have No idea, Hence it can be concluded that majority of the sample respondents have 39 in Normal.

61

TABLE 21 THE TABLE SHOWING THE NEXT CHOICE OF OTHER BRAND

Non availability of brand then Next choice

Timex HMT citizen Ajanta Zeetex

No. of respondents

% of respondents

20 45 15 12 8 Total 100

20 45 15 12 8 100

Inference
The above Table shows that out of 100 sample respondents, 20 percent of the sample respondents have Timex and 45 percent of the sample respondents have HMT, 15 percent of the sample respondents have citizen , 12 percent of the sample respondents have Ajanta, 8percent of the sample respondents have Zeetex, Hence it can be concluded that majority of the sample respondents have45in HMT.

62

45 40 35 30 25 20 15 10 5 0
Ajanta HMT Timex Citizen

percentage

Non availability of brand

63

FINDINGS 1. 44% of the respondents were under the age group is 16 25 2. 58% of the respondents use for watch is women 3. 60% of the respondents for married person 4. 40% of the respondents were under the category for employee. 5. 52% of the respondents were under the category for college level. 6. 66% of the respondents under the category of family size. 7. 45% of the respondents under the category of income is 30,000 and above 8. I rank to given the Titan watch company. 9. 78% of the using for the Titan watches. 10. 31% of the under the category for like fashion 11. 50% of the awareness of advertising for media. 12. 78% of the watch users in daily. 13. 38% of the quality likers in watches. 14. 44% of under the category of 3 to 4 years. 15. 40% of high satisfaction of the product. 16. 56% of respondents like to other company watches in HMT. 17. 38% of respondents for like to quality. 18. 43% of respondents for satisfied to price. 19.43% of the respondents like to general pricing. 20. 39% of the respondents normal satisfaction of packaging.
64

Suggestions The following are the suggestions based on the outcome of the study and improvement desired by the respondents. 1. Most of the respondents feel that the price of Titan is very high. So the producers should consider to revise the price, so as to attract the lower and middle group. 2. Majority of the respondents i.e about 84 percent feels that the television is the right media to advertise the product to attract even the illiterate effectively. 3. Most of the respondents i.e.38 percent of the respondents are satisfied with the quality of Titan. So the manufacturer maintain the same. 4. The respondents also expressed that packaging of Titan is normal. Hence it is suggested to manufacturers of Titan to go in good packaging not only to make it attractive but also convenient with adequate quantity

65

Conclusion
Though being voted Indias company is an honor any company would cherish, we feel that with the surge of foreign entrants into Indias watch market, Titan cannot afford to rest on its laurels. Titan should prepare for a war .A MARKETING WAR. Before elaborating upon the strategies Titan can adopt in the future, it is important to understand that the best strategy for a market leader is to play defense. However, a defensive strategy should by no means be confused for a passive one. In their famous book Marketing Warfare, by Al Ries and Jack Trout Identify 2 major principles of defensive is marketing warfare.

66

APPENDIX
A STUDY ON CONSUMER SATISFACTION WITH A SPECIAL PREFERENCE TO TITAN WATCHES, AT GOBICHETTIPALAYAM TOWN QUESTIONNAIRE CUM SCHEDULE 1. Respondent Name: 2. Age: a) Below 10 3. Gender: a) Male b) Female b) 10 to 20 c) 20 to 30 d) 30 to 40

4. Marital Status: a) Married b) Unmarried 5. Occupation Status: a) Business Man b) Profession c) Agriculture people d) Employee 6. Educational Qualification: a) School level b) Illiterate c) College level 7. Nature of Family: a) Joint b) Individual 8. Number of Members in your family: a) Up to 2 b) 3 to 4 c) 5 to 6 9. Family Income (Annual): a) Below 15,000 b) 15,001 to 25,000 c) 25,001 to 30,000 d) Above 30,000 10. Using of Titan watches: a) Yes b) No

10. If you which factors makes you like Titan watch: a) Fashion b) Tesuque c) Color d) Style 11. Buying Decision through: a) Friends b) Relatives c) Advertisement 12. How often do use this Titan : a) Daily b) Weekly once c) Weekly twice d) Monthly one 13. How Many years do you use Titan: a) 1 b) 3 c)5 d) 6 and Above 14. What is tour opinion about Titan: a) High Satisfied b) Satisfied c) Neutral d) Dissatisfied 15. Opinion about Price: a) Economical b) Normal c) High d) Low 16. Which kind of medial do you think as the cost effective media for advertising Watches: a) Newspaper b) Magazine c) Radio d) Shows 17. Which of the special offer influence your purchase decision : a) Free gifts b) Price off c) Coupon d) Others 18. Whether you are satisfied for packaging of product: a) Good b) Attractive c) Normal d) Poor e) No idea 19. Which of the following packs of Titan you prefer: a) Regular b) Glass box 20. In case of non- availability of your next choice: a) HMT b) AJANTHA c) ZEETEX d) TIMEX

21. The following factor affections are Titan watch : S.NO 1. 2. 3. 4. 5. 6. Price Color Quality Style Warranty Technique FACTORS RANK

22. The problems faced by the Titan watch users: S.NO 1. 2. 3. 4. 5. Quality Weight Modal Battery capacity Mirror Glass PROBLEMS RANK

23. Would you like to give any suggestion to improve product being used by you

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