Navnirman Institute of Management

PREFACE
We students of Bachelor of Business Administration (BBA) of Navnirman institute of Management, Surat having experienced the survey project on Influence of branding on consumer behavior in surat city on Branded Watches. Our project not only includes the branding effect on consumers but also their buying behaviors and which also considers their income, preference ,liking, Need, Fashion Trend & others. The Whole Project is to be submitted with achievement of our objective of survey knowledge & great experience of each member of project with different people through interactions. Thanks to our Prof Baxis Patel Sir (faculty) who Co-operated to us through out to our project by guiding us with their valuable advices. We are sure that this project will feed us the different dimensions of further studies in future. We have collected all required information related to our project to our level best. It was a great experience to prepare the Research Methodology Survey project at Surat city.

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Executive Summary

The main aim of our project is to study the influence of brands in surat city. There are various brands of watches like Titan, Fastrack, sonata, reebock, titan, rado, maxima, etc we have taken the product of watches as our survey of influence of branding on consumer behavior. Our main focus was to understand which type , quality, income, age group and others effect to the consumer behavior of Surat city. In our project we found maximum respondent giving response to our questions. Through research with our survey we got to know the preferences, choices, income group, attitude towards brands etc. In this project we not only worked influence on branding but also we got to know about 100% people use to wear watch and many of them use to buy higher brands Hence it can be said that overall response shows that there is a positive impact of of branding on watch in the Surat city.

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ACKNOWLEDGEMENT

We are highly obliged with the experience which we gain at the time of hours survey. We have a successful journey of our survey which was a worthy experience. It was an immense pleasure to undertake survey under such skilled and dedicated faculty member. So we highly thankful for the support of our survey to Mr. Baxis Patel, the Vice-Principal of Navnirman Institute of Management who motivated us in throughout this survey. The success of our survey lies in the hard work of our lecturer as well as the respondents who supported us in completing the survey by spending their valuable time in filling up our questionnaires.

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Ch-1 Introduction to Wrist Watch Industry:Introduction to Wrist Watch Industry. A watch is a small timepiece, typically worn either on the wrist or attached on a chain and carried in a pocket, with wristwatches being the most common type of watch used today. They evolved in the 17th century from spring powered clocks, which appeared in the 15th century. The first watches were strictly mechanical. As technology progressed, the mechanisms used to measure time have, in some cases, been replaced by use of quartz vibrations or electromagnetic pulses and are called quartz movements. The first digital electronic watch was developed in 1970. Before wristwatches became popular in the 1920s, most watches were pocket watches, which often had covers and were carried in a pocket and attached to a watch chain or watch fob. In early 1900s, the wristwatch, originally called a Wristlet, was reserved for women and considered more of a passing fad than a serious timepiece. Real gentlemen, who carried pocket watches, were actually quoted as saying they would sooner wear a skirt as wear a wristwatch. Th is all changed in World War I when soldiers on the battlefield found using a pocket watch to be impractical, so they attached the pocket watch to their wrist by a cupped leather strap. It is also believed that Girard-Perregaux equipped the German Imperial Navy in a similar fashion as early as the 1880s, which were used while synchronizing naval attacks and firing artillery. Most inexpensive and medium-priced watches used mainly for timekeeping are electronic watches with quartz movements. Expensive, collectible watches valued more for their workmanship and aesthetic appeal than for simple timekeeping, often have purely mechanical movements and are powered by springs, even though mechanical movements are less accurate than more affordable quartz movements. In addition to the time, modern watches often

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display the day, date, month and year, and electronic watches may have many other functions. Watches that provide additional time-related features such as timers, chronographs and alarm functions are not uncommon. Some modern designs even go as far as using GPS technology or heart-rate monitoring capabilities. (1.1) Recent Trends in Wrist Watch Industry. The watch industry's most successful and most coveted timepiecesthe classics like Patek Philippe's Calatrava, Jaeger-LeCoultre'sReverso and myriad Rolexesare continually refined designs that pre-date 1960. And yet the watch-making community feels compelledyear in and year outto introduce new models. Because of the recent boom in quality wristwatches and the increased appreciation of them, there has been feverish activity on every level of the industry over the past 20 years. Companies are falling over themselves to deliver what they call "novelties." Consumers have been inundated with oversized watches, rubber straps, updated retro, revisions to blue-chip classics, black-coated watches, diving watches, anniversary models and other limited editions, multiple time zone models, diamond-encrusted bling, outr complications, radical materials such as silica or titanium, gold-and-rubber sandwich construction and dozens of other inducements. What's so refreshing, though, is the way the watch industry handles trends. In direct contrast to the world of haute couture, once watch trends are established, they don't fade away after a season or two. As a result, nearly every one of the above watch types is now standard fare in most catalogues. Brave is the house that, for example, lacks a high-priced diving watch on a rubber strap.

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What is the concept of Luxury Collections? Luxury Collections is a unique concept, we would be bringing a number of international brands across the world under one roof. These brands particularly would have majorly all limited editions which would be unique. We are the first of its kind where you would be able to see a collection of limited editions, made to order pieces from various international brands across the world personally showcased for you. What are the latest trends in watches? Trends keep changing according to fashion and the likes of an individual. Heavy dials, studded watches, rubber straps are in vogue today which come under the unisex bracket. Formal trend is taking over the casual trend. Women's models now dominating men's models and the concept of Unisex watches are more in fashion. Hublot Big Bang watches are very popular in woman's segment. I believe watches are an important accessory in fashion and a status quotient for the luxury conscious. What is the most significant change in the watch trends in the last decade? The changes have been significant. As earlier people were focusing on Sports watches such as chronographs, simple dials, simple leather straps now dials are more innovative and bold, bigger in size. Earlier there were only square or circular dials now you can find an array of designs like bold dials, rectangle dials, diamond dials, hexagon dials. In the past there were only four colours to choose brown, black, silver and gold, but today one can find an ample of colors to choose from.

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What is the technology of the future as far as watches are concerned? As Technology leads to innovation and innovation leads to design its obvious that the technology would play a very important role in the coming years. You might get to see air light watches, transparent watches, touch screen watches, 3D watches and many more in future. With number of foreign brands plying in the country what future do you foresee of RitmoMvndo in India? As I mentioned our concept is of bringing limited edition, so therefore, the future seems substantial and growth oriented. The collection which we have brought to India is unique and made to order. I believe it would be able to conquer a niche position in the market. (1.2) Major Companies in Wrist watch Industries: The World Of Titan:-

Titan Industries is the world's fifth largest wrist watch manufacturer and India's leading producer of watches under the Titan, Fastrack, Sonata, Nebula, RAGA, Regalia, Octane &Xylys brand names. It is a joint venture between the Tata Group, and the Tamil Nadu Industrial Development Corporation (TIDCO).[3] Its product portfolio includes watches, accessories and jewellery, in both contemporary and traditional designs. It exports watches to about 32 countries around the world with in Hosur, Dehradun, Goa and manufactures manufacturing facilities jewellery under

precious

the Tanishq brand name, making it India's only national jewellery brand. It is a subsidiary of the Tata Group. Titan watch division was started in 1987. At launch it was the third watch company in India after HMT and Allwyn.
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Titan

formed

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venture with Timex, which lasted until 1998, and setup a strong distribution network across India. As of 2010, Titan watches account for a 60% share of the total Indian market and are also sold in about 40 countries through marketing subsidiaries based in London, Aden, Dubai andSingapore. Titan watches are sold in India through retail chains controlled by Titan Industries. Titan Industries has claimed to have manufactured the world's slimmest wrist watch - Titan Edge. Produced indigenously after four years of research and development, the Titan Edge has a total slimness of just 3.5 mm and a wafer thin movement of 1.15 mm. Apart from the Titan Edge, Titan also offers Steel, Regalia, Raga, Fastrack, Technology, Nebula, Bandhan, Sonata, Octane, special RHosur, Tamil Nadu. Fastrack is a popular brand among youth in India. Fastrack watches come in a variety of styles, shapes and colors. But there's no result rather than Titan Industries claiming it,since Swatch Skin is world's thinnest watch according to Guinness book of records. On 4 March 2010, Titan Industries Announced the launch of its very first Titan flagship store is located at Opposite Shoppers Stop, Bandra Linking Road, Mumbai, India. Store is spread over a spacious 2,500 sq ft (230 m2) and houses more than 1500 watches on display from Titan like Purple, Automatics, Orion, Raga, Edge, Nebula, and many more. Maxima Watches:P.A Time Industries In1996 was the year which saw the birth of Maxima, The brand which was born out of the vision to serve the need of masses. Until then, the vast majority of people had the option of buying either an expensive wristwatch at above Rs 500 or be fleeced by the smuggled or duplicate watches selling at throwaway prices but with no assurances of quality or service.

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Maxima was the result of a vision to serve this vast majority through a product that was accurate, reliable, guaranteed for quality, backed by after sales service with a trusted brand assurance but more importantly priced at Rs 350. The success of Brands single point communication of "India's first guaranteed waterproof watch at Rs 350" has created history of sorts in establishing high brand awareness and recall amongst the mass for the brand. Brand has seen massive acceptability in the mind of consumers due to its high product standards and surprisingly affordable pricing. Maxima is a product of the masses and it has always been our endeavor to ensure that our product reaches the nooks and corners of the country. We today have a strong support of over 80 distributors, covering all parts of the country and we are proud to say that we have over 6000 loyal retailers across the country. In order to ensure that our consumers get the best of after sales service, we have opened a series of service centers at all distributor outlets in the country. We have also opened our Company service centers at Delhi and franchise service center at Mumbai, Kolkata and Patna.

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Ch-2 Theoretical Framework:What is brand effect?

What is brand effect? Literally, it is the continuation of commercial value. Brand is the products of commercial economy which can prompt to a certain highlight phase. To establish the enterprises brand, it requires the capacity of integrations of resources. Made in china websites is the platform for enterprises to build up and exhibit their enterprise brand. Here we should say that, products made in china are the brand per se. underneath this abstract concept had been put in practice, avant-garde business trade model, made in china brand effect, had been brought the enterprises the greatest economy effects and social effects. You have provided a more or less correct, brief answer to the question you have asked. When a brand is created and established (or get created or get established), the product is sold more and more in numbers and develops a loyalty among the consumers as the people believe in one or more of the following: best value for money, among the best / fashionable in the market, reliability over quality and safety, most ethical and environmentally friendly,and similar factors about the product. Brand may not be merely for products but also for producing companies, colleges, schools, sports and other clubs, religious institutions, social/ philanthropic organisations and even individuals celebrities. When a brand is developed the product or entity concerned gets loyalty among consumers, command a better price or better image or respect from fans/ supporters.

Sometimes brands may have negative connotation: some products have a brand of being low quality and low price: some countries develop brand of being a free country while some others enjoy the status of a one party

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oppressive regime country.

A brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the concrete symbols such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to a company, product or service. A brand serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo, fonts, colour schemes, symbols, sound which may be developed to represent implicit values, ideas, and even personality.

The brand, and "branding" and brand equity have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies".

Some marketers distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.

Marketers engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand image may be developed by attributing a

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"personality" to or associating an "image" with a product or service, whereby the personality or image is "branded" into the consciousness of consumers. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. This approach works not only for consumer goods B2C (Business-to-Consumer), but also for B2B (Business-to-Business), see Philip

Kotler&WaldemarPfoertsch.

A brand which is widely known in the marketplace acquires brand recognition. Where brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo), which it used in the logo for go.com.

Brand equity measures the total value of the brand to the brand owner, and
reflects the extent of brand franchise. The term brand name is often used interchangeably with "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of a brand. In this context a "brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration

Brand energy is a concept that links together the ideas that the brand is

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experiential, that it is not just about the experiences of customers/potential customers but all stakeholders and the idea that businesses are essentially more about creating value through creating meaningful experiences than generating profit. Economic value comes from businesses transactions between people whether they be with customers, employees, suppliers or other stakeholders. But for such value to be created people first have to have positive associations with the business and/or its products and services and be energised to behave positively towards them hence brand energy.

It has been defined as: The energy that flows throughout the system that links businesses and all their stakeholders and which is manifested in the way these stakeholders think, feel and behave towards the business and its products or services

The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity, from common table salt to designer clothes. In non-commercial contexts, the marketing of entities which supply ideas or promises rather than product and services (e.g. political parties or religious organizations) may also be known as "branding".

Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic. From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner.

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Advertising spokespersons have also become part of some brands, for example: Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Kelloggs. Brand Identity How you want the consumer to perceive your product or your brand. Brand Promise This is what the company says it will do for the customer.

Brand monopolyIn economic terms the "brand" is, in effect, a device to

create a "monopoly" or at least some form of "imperfect competition" so that the brand owner can obtain some of the benefits which accrue to a monopoly, particularly those related to decreased price competition. In this context, most "branding" is established by promotional means. However, there is also a legal dimension, for it is essential that the brand names and trademarks are protected by all means available. The monopoly may also be extended, or even created, by patent, copyright, trade secret (e.g. secret recipe), and other sui generis intellectual property regimes (e.g.: Plant Varieties Act, Design Act).

In all these contexts, retailers' "own label" brands can be just as powerful. The "brand", whatever its derivation, is a very important investment for any organization. RHM (Rank Hovis McDougall), for example, have valued their international brands at anything up to twenty times their annual earnings. Branding policies. In this case a very strong brand name (or company name) is made the vehicle for a range of products (for example, Mercedes or Black & Decker) or even a range of subsidiary brands (such as Cadbury Dairy Milk, Cadbury Flake or Cadbury Fingers in the United States).

Individual branding.

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Main article: Individual brand in Each brand has a separate name (such as Seven-Up or Nivea Sun (Beiersdorf)), which may even compete against other brands from the same company (for example, Persil, Omo, Surf and Lynx are all owned by Unilever).

In this case the supplier of a key component, used by a number of suppliers of the end-product, may wish to guarantee its own position by promoting that component as a brand in its own right. The most frequently quoted example is Intel (in the PC market, with the slogan 'Intel Inside'), but the sweetener Aspartame used much the same approach (to lock in the soft drinks manufacturers who represented a major market for the product).

In terms of existing products, brands may be developed in a number of ways: Brand extensionThe existing strong brand name can be used as a vehicle for new or modified products; for example, many fashion and designer companies extended brands into fragrances, shoes and accessories, home textile, home decor, luaggage, (sun-) glasses, furniture, hotels, etc. Mars extended its brand to ice cream, Caterpillar to shoes and watches, Michelin to a restaurant guide, Adidas and Puma to personal hygiene.

There is a difference between brand extension and line extension. When Coca-Cola launched "Diet Coke" and "Cherry Coke" they stayed within the originating product category: non-alcoholic carbonated beverages. Procter & Gamble (P&G) did likewise extending its strong lines (such as Fair

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Ch-3 Research Methodology:(3.1)Main Objective:Our main objective was to study the Influence of Branding on Consumer Behaviour in Surat city. (3.2)Sub Objective:1. To find out the number of people wearing wrist watch in Surat city. Question 1: Do you wear wrist Watch? Options Yes No Response 100 0 Percentage 100% 0%

2. To find the how much money is spend by peoples of surat city on wrist watchs. Question 8: How much you usually spend on a wrist watch?

Options 500-1500 1500-2500 2500-3500 More than 3500

Response 42 31 19 8

Percentage 42% 31% 19% 8%

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(3.3)Nature of research:The nature of this research is BASIC RESEARCH. (3.4)Scope of Research:1. To provide useful information for the upcoming research or survey. This data can be useful as the secondary data for the junior students. 2. It proves beneficial to the one who wants to launch new product in Wrist Watch Industry. (3.5) Data collection:The source of data collection is Primary. (3.6) Data collection Time Period:The time of data collection is from July ending to mid of September. (3.7)Sampling:1. Sample size The sample size of the project is 100 respondents. 2. Sampling frame The sampling frame is Surat city. 3. Sample Element The sample elements are users of Branded Watches. 4. Sampling Method

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The sampling method is Personal Interview Method. 5. Sampling tool & Method The sampling tool is structured questionnaire and the Sampling Method is Convenient Sampling of Non probability method. (3.8) Response Rate:The response rate of our survey is 100% as among 100 questionnaire, all respondents wear wrist watches. (3.9) Pilot Survey:There were 5 questionnaire as a part of pilot survey through which we dont any errors from the respondents in the questionnaire. (3.10) Limitations of study:The accuracy of survey is not reliable to a high extent as the respondent did not fill the questionnaire with their 100% concentration.

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Ch-4An analysis and Interpretation of Data:Question 1: Do you wear wrist Watch? Options Yes No Response 100 0 [Table no 4.1] Chart: Percentage 100% 0%

100 90 80 70 60 50 40 30 20 10 0 Yes No Series1

[Chart no 4.1] Conclusion: From this question, we can interpret that majority of the person from SURAT, Wrist Watch.

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Question 2: What type of wrist watch you prefer to wear? Options Formal Watches Sports/Digital Watch Casual watch Funky Stylish Watch Response 36 Percentage 36%

22 28 14 [Table no. 4.2]

22% 28% 14%

Chart:
40 30 20 10 0 Series1

[Chart no 4.2] Conclusion: From this question, we can say that majority people of SURAT, wear Formal wrist watches and it is 36%. And Funky Style Wrist Watches are least among all and it is 14%

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Question 3: How many pairs of wrist watch you have? Response 1-3 3-5 5-7 7 or more [Table no 4.3] Chart: 52 33 6 9 Percentage 52% 33% 6% 9%

60 50 40 30 20 10 0 1-3. 3-5. 5-7. 7 or more Series1

[Chart no 4.3] Conclusion: From the above question, we can interpret that, there are very few people who are having more than 5-7 pairs of wrist watches. But the majority people are having either 1-3 or 3-5 watches.

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Question 4: Which brand of watch you prefer the most? Options Titan Rado Sonata citizen Reebok Maxima Fastrack Other [Table no 4.4] Chart: Responses 34 9 5 7 20 7 44 8 Percentage 25.3% 6.7% 3.7% 5.2% 14.9% 5.2% 32.8% 5.9%

Responses
45 40 35 30 25 20 15 10 5 0

Responses

[Chart no 4.4] Conclusion: From this question, we can say that many of the people prefer watches of Fastrack brand and then Titan.

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Question 5:Why do you wear wrist watch? Options Hobby Time Accessory Other [Table no 4.5] Chart: Response 32 39 29 3 Percentage 31% 37.8% 28.1% 2.9%

40 35 30 25 20 15 10 5 0 Hobby Time Accessory Other Series1

[Chart no 4.5] Conclusion: From this we can interpret that majority of the people wear wrist watch to know time. And some of them wear it as an accessory and a hobby.

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Question 6:What does attract you while purchasing a wrist watch? Options Brand Model Colour Looks Fashion Price Need of Buying Comfort [Table no 4.6] Chart: Response 354 425 478 382 427 449 532 522 Percentage 3.5 4.2 4.7 3.8 4.2 4.4 5.3 5.2

600 500 400 300 200 100 0 Series1

[Chart no 4.6] Conclusion: From this it can be interpreted that most of the people are attracted towards their need of buying and comfort while making purchase decision for wrist watches.
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Question 7: Frequently do you purchase a wrist watch? Options Within 3 months Within 6 Months Once in a Year Depends on liking Chart: Response 15 Percentage 15% 10% 31% 44%

10 31 44 [Table no 4.7]

45 40 35 30 25 20 15 10 5 0 Within 3 months Within 6 months Once in a year Depends on liking Series1

[Chart no 4.7] Conclusion: From this it can be interpreted that the people usually buy wrist watches once in a year or in 6 month.

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Cross Tabulation of Question 7 with Occupation:within 3 moths Government Employee Private Employee Self Employee Business Man Student House Hold [Table no 4.7.1] Chart: 0 0 3 2 9 0 Within 6 months 0 2 0 2 8 0 Once in a year 0 2 2 3 24 0 Depends on likings 0 3 2 4 32 2

35 30 25 20 15 10 5 0 within 3 moths Within 6 months Once in a year Depends on likings

[Chart no 4.7.1] Conclusion: From the above data we can say that those with income are more than 8 Lakh buys branded watches within 3 months and that those with income between 5-8 Lakh buys branded watches within 6 months and that those with income between 5-8 Lakh buys branded watches within a year also and those with income more than 8 Lakh buys branded watches Depending on their choice.
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Question 8: How much money do you usually spend on a wrist watch ? (In terms of )

Options 500-1500 1500-2500 2500-3500 More than 3500

Response 42 31 19 8 [Table no 4.8]

Percentage 42% 31% 19% 8%

Chart:

45 40 35 30 25 20 15 10 5 0 500-1500 1500-2500 2500-3500 More than 3500 Series1

[Chart no 4.8] Conclusion: From this it can be said that generally majority of spend 500-1500 hundred rupees on wrist watch.

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Cross Tabulation of Question 8 with Income:500-1500 1.5-3 Lakh 3-5 Lakh 5-8 More than 8 Chart: 30 11 6 1 1500-2500 2500-3500 3 6 7 1 More than 3500 1 3 1 8

8 11 5 2 [Table no 4.8.1]

30 25 20 15 10 5 0 500-1500 1500-2500 2500-3500 More than 3500 1.5-3 Lakh 3-5 Lakh 8-May More than 8

[Chart no 4.8.1] Conclusion: From the above data we can interpret that those with income between 1.5-3 Lakh spends 500-1500 on their wrist watches and those with income between 35 Lakh spends 1500-2500 on their wrist watches and with income between 5-8 Lakh spends 2500-3500 on their wrist watches and those with income more than 8 Lakh spends more than 3500 on their wrist watches.

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Question 9: How do you come to know about your Brand of watch? Options Newspaper Advertisement Friend Reference Hoarding Other [Table no 4.9] Chart: Response 18 69 27 11 5 2 Percentage 13.6% 52.2% 20.4% 8.3% 3.7% 1.5%

70 60 50 40 30 20 10 0 Series1

[Chart no 4.9] Conclusion: From this it can be said that people come to know about the Brand of watches through advertisement.
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Question 10: When you are going to purchase the watch will you buy the same brand again? Options Strongly Agree Agree Neutral Disagree Strongly Disagree [Table no 4.10] Chart: Responses 18 41 30 7 4 Percentage 18% 41% 30% 7% 4%

45 40 35 30 25 20 15 10 5 0 Strongly Agree Agree Neutral Disagree Strongly Disagree Series1

[Chart no 4.10] Conclusion: From this it can be interpreted that people generally Agree to purchase the same Brand of wrist watch they are using.

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Question 11: Will you take chance to switch to other brand on what bases? Options Low Price Celebrity Promotion Other Discounts Free Gift Lucky Draw [Table no 4.11] Chart: Response 23 19 11 11 33 16 0 Percentage 20.3% 16.8% 9.7% 9.7% 29.2% 14.1% 0%

35 30 25 20 15 10 5 0 Series1

[Chart no 4.11]

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Conclusion: From this it can be interpreted that most of the people will switch to other brand if they are getting more Discounts offer.

Question 12: How will you rate your current brand of wrist watch on following parameters? Options Look Style Quality Comfort Price [Table no 4.12] Response 253 271 236 305 363 Percentage 2.5% 2.7% 2.3% 3% 3.6%

Chart:
400 350 300 250 200 150 100 50 0 Look Style Quality Comfort Price Series1

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Conclusion: From this we can say that majority of people are comfortable with their current Watch because of price.

Question 13: Who influence you most while making purchase decision? Options Family Colleges Friend Others [Table no 4.13] Chart: Responses 33 19 41 10 Percentage 32% 18.4% 39.8% 9.7%

45 40 35 30 25 20 15 10 5 0 Family Colleges Friend Others Series1

[Chart no 4.13] Conclusion: From this it can be interpreted that Friends and Family members influences the most while making purchase decision.

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Question 14: Wearing a branded watch is stylist to you? Options Strongly Agree Agree Neutral Disagree Strongly [Table no 4.14] Response 30 Percentage 30%

49 20 0 1

49% 20% 0% 1%

Chart:
50 45 40 35 30 25 20 15 10 5 0 Strongly Agree Agree Neutral Disagree Strongly Series1

[Chart no 3.14] Conclusion: From the above figure it can be said that most of the people finds Branded watches more stylish .

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Question 15: Trying something new in each season as a fashion? Options Strongly Agree Agree Neutral Disagree Strongly Disagree [Table no 4.15] Response 15 Percentage 15%

48 30 5 2

48% 30% 5% 2%

Chart:

50 45 40 35 30 25 20 15 10 5 0 Strongly Agree Agree Neutral Disagree Strongly Disagree Series1

[Chart no 4.15] Conclusion: From this it can be said that many people agree to try something new in each season as a fashion.
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Question 16: Give rank according to you to these brands watches ? Options Titan Rado Sonata Citizen Reebok Maxima Fastrack Other [Table no 4.16] Chart: Response 287 401 425 471 388 493 156 88 Percentage 2.8% 4.0% 4.2% 4.7% 3.8% 4.9% 1.5% 0.88%

500 450 400 350 300 250 200 150 100 50 0

Series1

[Chart no 4.16]
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Conclusion: From the above graph it can be said that most of the people have given the highest rank to fastrack watches and least to other Brand.

Question 17: Give rank according to the type of watch ? Options Metal belt Rubber Strap Leather Strap Round Face Response 246 359 270 332 [Table no 4.17] Chart:
400 350 300 250 200 150 100 50 0 Metal belt Rubber Strap Leather Strap Round Face Series1

Percentage 2.4% 3.5% 2.7 3.3

[Chart no 4.17] Conclusion: From the above graph it can be said that most of the people prefer rubber strap belt and Round Face watches to wear.
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Ch-5Findings:By undertaking the survey it was found that most of the people of surat are aware about the brand of various wrist watch companies. Due to their higher standard of living people use to buy branded watches like Fastrack, Tommy Hilfigure& rebook to produce as stylish look mostly used by youths. The other watch like Ragga, Rado, Titan are mostly used on occasions & watches like Titan, sonata, maxima etc are used for daily & formal pupose. Influence of Brand shows the Brand Loyalty, Brand awareness & Brand Equity in mind of people. Here the influence of Branded Wrist Watches were seen on the people of Surat city. The overall conclusion that can be drawn from the survey is that as customer is the king of market who make his choice ,preference which are based on brand.

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Ch-6 Recommendations:By looking to the various responses given by the respondents, it can be said that in recent times due to large variety and looks lure the people to purchase branded watches. Hence it is advisable to those companies which going to enter in watch Industry have enough profit in Surat City due to more influence of the brands & quality in public. Due to second fast developing city in India & increase in Standard of Living people of surat prefer higher & international brands not only in watch but in other consumer goods. It is found that people of surat give more preference to the brand instead of the price. So from our survey report it is cleared that brand really makes difference while purchasing goods.

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Annexure:QUESTIONNAIRE
Dear Respondent, We are students of Navnirman Institute of Management, Surat conducting survey for our project preparation as the requirement of partial fulfillment of Research Methodology subject of Sem-5 on Study on Influence of Branding on consumer behavior in surat city. we assure you that information given by you are strictly used for academic purpose only. We request to help us in gathering required information by filling up the following information. We are greatly thankful for your co-operation. Sandeep Mishra. ZaheerSaya. Ravin Patel. Mitul Mehta.

Instruction:- Use tick mark () for your favorable answer.

1) Do you wear wrist Watch? Yes. No.

2) What type of wrist watch you prefer to wear? Formal watches. Sports/Digital watches.

Casual Watches.Funky stylish watches. 3) How many pairs of wrist watch you have? 1-3. 5-7. 7 or more. 3-5.

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4) Which brand of watch you prefer the most? Titan. Rado. Sonata. Citizen. Reebok. Maxima. Fastrack. Others ,Specify .

5) Why do you wear wrist watch? Hobby. As a accessory. 6) To know timing. Others, Specify .

What does attract you while purchasing a wrist watch? (Give Rank between 1 to 8) Brand.Fashion. Models.Price. Color. Looks. Need of buying. Comfort.

7) How frequently do you purchase a wrist watch? Within 3 month. Within 6 month. Once in year. Depends on your liking.

8) How much money do you usually spend on a wrist watch ? (In terms of ) 2500-3500 more than 3500

500-1500 1500-2500

9) How do you come to know about your Brand of watch? Newspaper .Reference.

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Advertisement.Hoarding. Friends.Others, Specify__________. 10) When you are going to purchase the watch will you buy the same brand again?. Strongly Agree. Agree. Neutral. Strongly Disagree. Disagree. 11) Will you take chance to switch to other brand on what bases? Low price.Discounts. Celebrity.Free gifts. Promotion.Lucky draw. Other, please specify_____________. 12) How will you rate your current brand of wrist watch on following parameters? (1 for high, 5 for low) Looks.Comfort. Style / fashion.Price. Quality. 13) Who influence you most while making purchase decision? Family.Friends. Colleagues.Other, Specify____________.

14) Wearing a branded watch is stylist to you? Strongly Agree. Agree. Neutral.

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Strongly Disagree. Disagree. 15) Trying something new in each seasons as a fashion? Strongly Agree. Agree. Neutral . Strongly Disagree. Disagree. 16) Give rank according to you to these brands watch ?(Between 1 to 7) Titan.Reebok. Rado.Maxima. Sonata.Fastrack. Citizen.Others, Specify_____________. 17) Give rank according to the type of watch ?(Between 1 to 5) Metal belt. Rubber Strap. Leather Strap. Round Face. Square Face. PERSONAL DETAILS Name Address : ________________________________________________. : ________________________________________________.

Contact no : ________________________________________________. E-mail Id Age group Education : : ________________________________________________. 15-20 20-30 30-40 Graduate. 40 and above. Others.

Higher Secondary.

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Annual income

1.5-3 lack.

3-5 lack.

5-8

8 andabove.

Occupation

Government Employee. Private Employee.

Self Employee. Business Man. Student. House Hold. No of family members: _____________________________________________.

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Bibliography:Books: Marketing Management -PHILIP KOTLER Marketing Research -G.C. Berry. Websites:http://en.wikipedia.org/wiki/Environmentalism http://en.wikipedia.org/wiki/Trademark http://www.tolmol.com/bp/wristwatches/wristwatch---changing-fashion-trends.htm http://trendwatchindia.com/ http://indiaindustrystatistics.blogspot.com/2010/04/indian-wrist-watch-market.html http://wristfashion.com/ http://www.watchestrends.com/

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