WINTER TRAINING PROJECT

Project Report On Study of the Consumer

of Titan Wrist Watches in Ranchi Region

UNDER THE GUIDANCE OF

RESP. Mr. S.MITTAL SIR
FACULTY, IPM MEERUT.
INSTITUTE OF PRODUCTIVITY AND MANAGEMENT

Acknowledgement

Every work accomplished is a pleasure – a sense of

satisfaction. However a number of people always stimulate,
criticize and appreciate a work with there objective ideas and
opinions, hence I would like to use this opportunity to thank
all, who have directly or indirectly helped me to accomplish this
project.

Firstly I would like to thank Mr. Sushant Mittal Sir and

Mr.Vee.S.Solanki Sir without whose support this project could
not be completed. Next I would like to thank all the people who
gave their valuable time and feedback to this project. I would
also like to thank my college for supporting us with
possessions, which beyond any doubt have helped me.

Let us also use this opportunity to thank our team members

who have contributed to this project with their invaluable
opinions and suggestions, which have gone a long way in
soothing our rough edges as a teammate.
Also thanks to all our fellow friends and seniors who have
always been there to help and support me.

2
 PREFACE

For the fulfillment of the PGDM program, winter training has

been incorporated in the curriculum. Whatever management
student learns in the first semester theoretically is applied by
him in this project. Which results in the inculcation of thus
gained knowledge through practical application?

In brief we can say that this project gives a chance to apply

what we have learnt till now and to apply this knowledge in
real life situation.

Our classroom teaching and text books give us through

theoretical background of the different functional areas devoid
of practical experience on how these areas administrated and
managed respectively. This project assignment gives an
opportunity to understand the applications of classroom
learning. This training helps me to develop various skills for
problem analysis and the decision making ability.

Place: Meerut
Pratik Kr.Jain

3
 CONTENTS
Page No.
1. Company Profile 5
2. Product Profile 6
3. Title and Objective 14
4. Research methodology 15
5. Sources of data 16
6. Sample Unit of analysis 17
7. Demographic profile of respondent 18
8. Data analysis 22
9. Findings 32
10. Limitations 33
11. Recommendation and suggestions 34
12. Bibliography 35
13. Questionnaire 36

4
 Company Profile

Titan Industries is the world's sixth largest wrist

watch manufacturer and India's leading producer of watches
under the Titan, Fastrack, Sonata, Nebula, Octane & Xylys
brand names. It is a joint venture between one of India's most
respected business organizations, the Tata Group, and
the Tamil Nadu Industrial Development Corporation (TIDCO).
It exports watches to about 32 countries around the world with
manufacturing facilities in Hosur,Dehradun, Goa. Titan watch
division was started in 1987. At launch it was the third watch
company in India after HMT and Allwyn. Titan formed
a venture with Timex, which lasted until 1998, and setup a
strong distribution network across India.
The headquator of titan watches is in Hosur(India).Besides
India Titan also serves in 4continents and 32 other countries
specially Middle East, Asia Pacific and Africa. It gives
employement to about 3500 people and the parent company of
Titan is TATA.
In India, Titan markets its products through its 222 exclusive
showrooms named "The World of Titan", and over 12,000
outlets in over 2,500 cities in the country. The company
manufactures over 8 million watches per annum and has a
customer base of over 80 million.
Indian Watch industry is estimated to be around 1600 crores
and Titan is riding on top of it with a market share of over
50%.
Titan has carefully created a market for itself through careful
segmentation and branding strategies.It is a brand that
showed
the world that Indians are good in Branding.

5
Titan offers watches for every occasion. The main collections
under it include:

 Formal - a perfect fusion between sophistication and

function, the watches are available in haute fashion of
leather and metal combinations.
 Dresswear - another fusion, this time between ethnic
and contemporary. These designer watches come in all-
gold and bicolor look with intricately designed bracelets
and patterned dials.
 Fashion - the steel-gold, steel-leather and all-steel
perfectly suit the hands of young professionals and range
from highly fashionable to simple looks.
 Sporty/Casual - the collection features wrist-gears with
groovy colors and funky styles; bold, broad straps and
trendy metal bracelets for girls and sports watches in
leather and metal straps for the boys.
 Luxury - these are crafted from 18 karat solid gold and
inlaid with precious stones, pure leather straps, sapphire
crystal for resistance against scratch, customized
message engraving and a lifetime guarantee.
 Economy - designed for the largest set of customers, the
watches in this category are stylish yet affordable.
 Technology - in keeping with the demands of changing
times, the watches have features like stopwatch, timer,
and magnetic compass, to name a few.

6
 PRODUCT PROFILE

1.Titan Fastrack:Fasactrack is a sub brand of titan

commenced in 1998.Fastrack provides variety of new
products to satisfy the needs of youth due to changing
fashion like bags, belts, wallets and wrist bands. Fastrack
watches are very popular because of their striking design and
style. The price of watches starts from Rs. 595 onwards.

7
2.Titan Octane: The Octane collection is present in over
35 different styles and is priced between Rs 5,000 and
Rs 7,500. These watches are available at all World of
Titan showrooms, leading multi-brand outlets and
departmental stores across the country .

8
3.Titan Sonata: Associated with the Indian working class,
the Sonata range comprises of both analog and digital
watches. The metal strap watches by Sonata was a big hit
with the Indian working class men. Sonata has forayed into
the plastic watch arena as well. Though the watches are of
good quality they are reasonably priced. Today, Sonata
is Titan's brand for the economy market and is the largest
watch brand in India in terms of volume sales.

9
 .

4.Titan Edge: Manufactured using a unique combination of

style and technology Titan Edge watches are ultra slim and
exceptionally elegant. They have the slimmest quartz
movement measuring 1.15mm and is the only one of its kind in
the world. Currently Titan Edge has 13 variants, 8 in stainless
steel and 5 in the plated version.

10
5.Titan Raga: Exquisite, elegant and regal the Titan
Raga is a classy feminine brand of watch from Titan. This is the
only brand in India which is designed exclusively
for women. Amrita Rao, the actress of bollywood has been
appointed as the brand ambassador of Titan Raga.

11
Corporate Social Responsibility

Titan has holistically integrated the CSR process and has

programs covering the following:
»» Employing the physically challenged.
»» Women's empowerment. Partnering with self help groups
amongst rural women for outsourcing components, bracelets -
the Meadow Project with Myrada.
»» The Titan school and the Titan Foundation for Education - a
primary school currently enrolling 300 students.
»» The Titan Scholarship - meant for students in Dharmapuri
and Krishnagiri based on the criteria of academic performance
and socio-economic background.
»» The Titan Township -building a sustainable community in
Hosur providing a home to 1300 residents.
»» Community Development Forums - Eye care camps, Eye
donation initiatives - Aids Awareness- Programs for the
differently abled - No tobacco drive, Children's programs.
»» Volunteering in Hosur, Corporate Office as wells as Regions.
»» Partnering with NGOs like CRY, Concern India and Ashraya.
»» Improving the quality of life for children - the TATA -TCCI -
TITAN Bal Bhavan Children's park project
at Cubbon Park ,Bangalore .

12
 Recognition

The company has been awarded the following distinctions:

»» The Government of Tamil Nadu's award for being the

"Largest Employer of the handicapped". This award was
conferred on us in the years 1993 and 1996.
»» The Mother Teresa award for the best Corporate Citizen in
1998.
»» The Helen Keller Award in 1999.
»» FICCI-SEDF award in 2001-02 for Social Responsibility.
»» The Rotary Club of Bangalore Award for the Corporate
Citizenship.
»» The Mother Teresa, Helen Keller and the Rotary Awards for
Corporate Citizenship.
»» The PHDCII Award for Good Corporate Citizenship.

13
Title of the Project: -
To study the consumer perception and the segmentation of
Titan Wrist Watches.

RESEARCH OBJECTIVE
1. To study the demographic profile of the consumers who
buy wrist Watches.

2. To Study the factors which influences the decision of

consumer while Purchasing wrist watches.

3. To identify the market leader in wrist watches in that

Region.

14
 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the

research problem. The methodology plays a dominant role in
any research work. The effectiveness of any research work
depends upon the correctness and effectiveness of the
research methodology. Characteristic of Research Methodology
are that research is directed towards a solution of a problem. It
may attempt to answer questions. Research involves gathering
new data from primary data or if some secondary data is
available there then analyzing can be done on the basis of
secondary data. Research is based on observable experience.
Research strives to be objective and logical in applying every
possible test validates the data processed.

It consists of the following steps.

 Formulating the objectives of the study
 Designing the methods of data collection
 Selecting sample plan
 Collecting the data
 Processing and analyzing the data
 Reporting the findings

15
SOURCES OF DATA

In this research I have used both primary data as well as

secondary data,

PRIMARY DATA
Questionnaire seeking information from buyers and potential
customers regarding wrist watches.

SECONDERY DATA
The SECONDARY DATA was also, collected through
(a) Newspaper
(b) Magazines
(c) Internet

DATA COLLECTION METHOD: Survey Method

16
Sample Unit of analysis
SAMPLE STUDY

As population of Ranchi is very large and to cover each and

every one in this study and within a limited time is very
difficult, so I decided to go for sample study.

People of different zones taken in account

** Ashok Nagar

** Lalpur

** Hinoo

TIME AND SPACE BOUNDARIES

** November 2009

SAMPLING POPULATION

My sampling population comprises of the individuals using the

wrist watches.

SAMPLE SIZE

My sample size is 60, which comprises of respondents from

different fields.

RESEARCH TYPE :- I have followed a descriptive research

methodology.

17
DEMOGRAPHIC PROFILE OF RESPONDENT

AGE GROUP

40
35
30
25
20
15 percent
10
5
0
21-30 31-40 41-50 more than
50
age group

Interpretation: - After analyzing the data, it has been found

that 40% of respondent are of age between 31-40 years.

18
OCCUPATION

35

30

25

20

15 Percent

10

0
Business Service Housewife Student
occupation

Interpretation: - After analyzing the data, it has been found

that 35 % of respondents are Businessman.

19
Gender

80
70
60
50
40
Percent
30
20
10
0
Male Female
Gender

Interpretation: - After analyzing the data, it has been found

that 80 % of respondents are male and rest 20% are female.

20
Annual Income

45
40
35
30
25
20
Percent
15
10
5
0
0-20000 20000- 30000- More than
3000 40000 40000
Income

Interpretation: - After analyzing the data, its been found that

41% of respondents are of Income group 0-1,00,00 and 27%
of respondents are of income group 1,00,00 – 2,00,00.

21
 DATA ANALYSIS

1. Which type of watch do you to like to wear?

40
35

30
25
20
Percent
15

10
5
0
Sports Formal Fashion Economy
Type

Interpretation: - After analyzing the data it was found that

36% respondents liked to wear Formal Watches while 32%of
the people like to wear Economy watches.

22
2. Which brand you consider number 1 in wrist watches?

45
40
35
30
25
20 Percent
15
10
5
0
Titan Hmt Timex Other
Brand

Interpretation
After analyzing the data it has been found that 42%of the
respondents use Titan watches while 28%of them use
HMT watch.

23
3.Which brand do you wear?

60

50

40

30
Percent
20

10

0
Titan Hmt Timex Other
Brand

Interpretation: As per the above graph majority of the

people wear Titan watch which supports the interpretation
that Titan is No1. Brand.

24
4.If you wear Titan then which brand do you prefer?

60

50

40

30
Percent
20

10

0
Sonata Fastrack Edge Octane
Brand

Interpretation:
As per the above graph Sonata is the leader with respect to
Other Brands of Titan with 58% of respondents using it.

25
 5.Who influence you or suggests to buy your wrist watch?

Percent

40
35
30
25
20
15
Percent
10
5
0
Family Advertisement
Members
Inlflunce

Interpretation:
As per the above graph Most of the people Influenced by
friends and Family members..

26
6.Which Factor you consider while purchasing a wrist watch?

Percent

50
45
40
35
30
25
20 Percent
15
10
5
0
Price Quality Brand Style
Factor

Interpretation: As per the above graph Price is the biggest

factor which influence a customer in buying a wrist watch.

27
 7.What is the range in which you buy wrist watch?

Percent

60

50
40

30
20 Percent
10

0
0-1000 1000-2000 2000-3000 More than
3000
Range

Interpretation:
As per the above graph most of the customers buy watches in
the range of Rs.0-1000.

28
8.Are you satisfied with your brand?

Percent

50
45
40
35
30
25
20 Percent
15
10
5
0
Partly Moderately Not satiafied
Satisfaction

Interpretation : As per the above graph 48% of the

customers are partly satisfied with the brand they have
and 27%of them are highly satisfied with their brand.

29
9.What you perceive about Titan after purchase?

Percent

60
50
40
30
20 Percent

10
0
Status symbol Commonly Other
used
Feeling

Interpretation: As per the above graph 57% of the

customers consider Titan watches as a Status Symbol.

30
10.Do you think that Titan is an expensive brand?

Percent

50
45
40
35
30
25
20 Percent
15
10
5
0
Highly Slightly Normal
Feeling

Interpretation :Most of the customers think that Titan is a

slightly expensive brand and 46%of the customers are in
favour of this.

31
 FINDINGS

1) Titan is the number one brand in Ranchi.

2) Most of the customers wear Titan watches.

3) Titan Sonata is the most fovourable brand.

4) Maximum customers consider Price as the most important

factor while buying wrist watches.

5) Most of the customers are influenced by their friends in

purchasing wrist watches.

32
 LIMITATIONS

1. The first limitation is time. Only few weeks of time was

allocated for research work which is quiet inadequate.

2. My sample size is very small.

3. Some respondents were not ready to share their views.

4. Some respondents were not educated thus getting the

data from them was a very tough job.

33
 RECOMMENDATION AND SUGGESTIONS

1.Titan Sonata is used by maximum customers so the company

should position its other brands also.

2.Most of the persons are price conscious while purchasing

their watches so the company should maintain its cost
leadership.

3.Most of the customers feel Titan as a Status symbol so the

company should maintain its level and launch the new products
in accordance with this statement.

34
 BIBLIOGRAPHY

For completing this project I have taken help from various

sources and one of them is internet. The name of various sites
from where we have collected information and data are as
follows.

1.www.titanindustries.in

2. www.worldtitan.com

Besides these websites we have also collected the data and

information regarding our project from some business
newspapers like Business standard and The Economic Times. I
have also taken help from the following book to complete my
report.
-Research methodology- By C.R kothari.

35
 QUESTIONNAIRE

Dear Sir/Madam,
I am a student of “Institute of Productivity and Management doing my PGDM course
from there. As a part of my studies I m doing my “Winter Training” on Titan Watches. I
need to collect some data for this project and I request you to please cooperate me in
completing my project by giving your valuable time and some feedback which is
required in this questionnaire. For your this kind cooperation I will be thankful to you.

1.Which type of watch do you to like to wear?

a. Sports [ ] b. Formal [ ]
c.Fashion [ ] d. Economy [ ]

2.Which brand you consider is number one in wrist watches?

a. Titan [ ] b. HMT [ ]
c. Maxima [ ] d. Any Other [ ]

If any other please Specify ____________________________

3.Which brand do you wear?

a. Titan [ ] b. HMT [ ]
c. Maxima [ ] d. Any Other [ ]
If any other please Specify ____________________________

4.If you wear Titan then which Brand you Prefer?

a.Sonata [ ] b. Fastrack [ ]
c.Edge [ ] d. Octane [ ]

5.Who influence you or suggest you to buy your watch?

a.Family member [ ] b. Friend [ ]
c. Advertisement [ ] d. Yourself [ ]

6.Which factor you consider most while purchasing your watch?

a Price [ ] b. Quality [ ]
c.Brand [ ] d. Style [ ]

7.What is the range in which you buy wrist watch?

a. Up to 1000 [ ] b. 1000-2000 [ ]
c. 2000-3000 [ ] d. 3000& Above [ ]

36
8.Are you satisfied with your brand?

a..Partly [ ] b.Highly [ ]
c. Not satisfied [ ]

9.What you perceive about Titan after purchase?

a.Status symbol [ ] b. Commonly used [ ]

c. Any other [ ]
If any other please Specify ____________________________

10.Do you think that titan is an expensive brand?

a. Highly [ ] b. slightly [ ]
c normal [ ]

PERSONAL DETAILS:

1. NAME : ______________________________

2. ADDRESS:
…………………………………………………………………………………………………………….

3. AGE GROUP:

a. 21-30 years [ ] b.31-40 years [ ]

c. 41-50 years [ ] d. ABOVE 50 years [ ]

4. OCCUPATION:

a. HOUSEWIFE [ ] b. STUDENT [ ]
c. SERVICE [ ] d. BUSINESS [ ]

5. GENDER:
a. MALE [ ] b. FEMALE [ ]

6. ANNUAL INCOME

a.0- 2,00,00 [ ] b. 2,00,00 – 3,00,00 [ ]

c. 30000-40000 [ ] d. Above 4,00,000 [ ]

37