watch marketing

7/29/2019 watch marketing

1/76

CHAPTER I

INTRODUCTION AND DESIGN OF THE STUDY

1.1 INTRODUCTION

A consumer is exposed to many and varied sources of information

in the process of making a decision to purchase. The perception of the

consumer about the appropriateness and reliability of these sources

contribute to the sources effectiveness and help him to make the final

choice. Information search is therefore, a vital pre-purchase activity in

any purchase decision.

The consumer has to face many complex sets of alternatives in

many purchase situations. He may have to choose among a great variety

of commodities and commodity classes with his rupee. From each

product category, he may make selection from different sizes, colours,styles, models and brands. The consumer has also to make decisions

about when and where to buy a certain product, how much he wants to

spend on it, or how much he can afford and how he will pay for it.

Some purchase decisions are routine and may not require little

more than the blink of an eye. Other purchase situations may be more

complex. Some products may require more cash outlays. In some

others, considerations like safety and health may also have to be

examined. Many product purchases may require the evaluation of

variety of economic, social and psychological factors.

1


2/76

When the consumer evaluates the consequences of his purchase

decision, he may perceive some degree of what Bauer called 'perceived

risk'. If the perceived risk factor is light, it may not impede the purchasedecision to any large extent.

If the degree of risk is greater, the purchase may be cancelled or

postponed. In such cases the consumer may have the option to reduce

his perceived risk through search acquisition of more information prior

to purchase.

The need and significance of pre-purchase information in

consumer evaluations of products and brands is well documented in the

literature of the past. As far as the durable goods are concerned studies

have been conducted to determine the amount of search by consumers

prior to purchase as well as to the identity of the major influence on

such search.

This study aims to out answers to some questions in respect of

buyers of Television. Some of the questions are as below.

How many sources of information do consumers consult before

they buy?

Do the sources vary in number in terms of product?

Which source of information is perceived by the consumer to be

important?

What factors the consumer considers at the time of making his

choice?

2


3/76

Search process precedes the purchase. A consumer with high

information requirements may presumably invest more effort into his

search. If information is not readily available to the consumer, his effortmight be directed at finding more. If such information is accessible to

that consumer, his search effort may consist in sorting out those clues

that are relevant to him. Either way, the procured information may not

fully satisfy the consumer's requirements. So, consumers with high

search effort tend to express greater purchase satisfaction than those win

low effort, even when the product evaluation falls below satisfaction.

Some consumers, who are acquisition minded and anxious to

finalize the purchase, may lack the patience and interest to engage

themselves in extended search procedures. They are consumers with low

information requirement who spend less effort in their search. Some

may lack knowledge of appropriate information sources.

Inspite of many devices, measures and laws, which bring

protection to consumers, consumerism in India is not successful. But

steps have been taken in recent years to support consumerism and

upgrade consumer protection. Rising incomes and the range of new

products have multiplied the number, value and variety of consumer

market transactions. Therefore, there are far more opportunities for

consumer deception than ever. The movement towards the consumer's

welfare and protection is called 'Consumerism'.

A consumer needs guidelines and product data and information so

as to be provided with market transparency. Consumer is lacking that

information and as a result he is ill-equipped to make intelligent choices.

It is the fault of the business community, which is either unable or

3


4/76

unwilling to provide the information, which consumers require for

intelligent decision-making.

After acquiring the needed product information through proper

search, the consumer has to evaluate the competing alternatives to arrive

at a purchase decision. This involves the interaction of different factors

like price, brand popularity, technical performance, service and

availability of spare parts, size, colour, design, warranty, discounts and

gifts, etc. Based on the evaluation of important factors, the consumer

makes a purchase decision.

INDIAN MARKETING ENVIRONMENT

India is the second largest market in the world if people constitute

markets. The needs of 750 million people of the country are of

enormous magnitude. Geographically, the Indian market is scattered

over six lakhs villages and five thousand small and big towns. The

Indian market is not only vast and scattered but is extremely complex.

The vast population of the land with their extreme diversities in terms of

religion, customs and language present the most bizarre market of the

world. There are six religions and hundreds of sects and sub sects. The

people speak seventeen different languages and hundred of local

dialects. There is no common life style and consumption habit.

In India, the state plays a regulatory role. While

analyzing the Indian market environment, it has to be noted that it is

the by-product of an economy characterized by licensing, tariff

protections and restrictions over corporate investment. Not only in

4


5/76

the matter of investment decisions, but also even in the case of pricing,

distribution and competitive aspects of various sectors, the state plays a

key role. The control over the economy might have impairedthe rate of growth of certain business. But it has not eliminated the

opportunities for employing innovative marketing strategies. Indian

economy is a mixed economy. More and more investment areas are

throwing open to the private sector. India today is nearer to a free

market economy.

Seller's market conditions do prevail in certain sectors of the

Indian Economy. At the same time, the seller's market conditions are not

true of all sectors of the Indian economy. In any sector, there is vibrant

competition. Even in those sectors where demand is more and supply is

less, competition is present and a choice is available to the customer.

The existing manufacturing capacities are being enhanced in

almost all sectors of the Indian business. New investment, new

manufacturing units, and new business houses are giving a new

dimension to the Indian marketing profile. This means that the

production will not just get sold unless every producer promotes his

product or brand. Brand competition has become a striking feature of

the marketing scene in India in both consumer goods and Industrial

goods.

This is evident from the level of advertising and sales promotion

activities that is going on in India.

Another notable feature of the Indian marketing environment is the

predominance of the urban market. A major chunk of the consumer

5


6/76

goods produced is consumed by the urban market. The producers of

consumer goods and services have mostly been concentrating on this

urban market consumer, having a highly discretionary income at theirdisposal. But of late, this preoccupation with the urban market is giving

place to steady exploitation of the hidden potential of India's rural

market. There is a good demand base for several new products and

services in the fast developing rural India.

Marketing is used to create the customer, to keep the customer

and to satisfy the customer. With the customer as the focus of its

activities, it can be concluded that marketing management is one of the

major components of business management. The evolution of marketing

was caused due to mature markets and overcapacities in the last

decades. Companies then shifted the focus from production more to the

customer in order to stay profitable.

The term marketing concept holds that achieving organizational

goals depends on knowing the needs and wants of target markets and

delivering the desired satisfactions. It proposes that in order to satisfy its

organizational objectives, an organization should anticipate the needs

and wants of consumers and satisfy these more effectively than

competitors.

Marketing is a comprehensive term and it includes all resources

and a set of activities necessary to direct and facilitate the flow of goods

and services form producer to consumer in the process of distribution.

6


7/76

The topic of brand preference has drawn substantial attention in

recent years as a field of study and it is fair to say that much has been

learned. It is a dynamic field and many discoveries are still to be made.

Marketing is a process of planning and executing the conception,

pricing, promotion and distribution of ideas, goods and services to

create exchanges that will satisfy individual and organizational

objectives.

- American Management Association

1.2 CONSUMER BEHAVIOUR

The study to brand exposes important problems for both

marketers and consumers durable is largely influenced by a number of

factors such as advertisement, price, quality, performance. These factors

play a vital role in the decision making process and in the brand

preference.

Consumer behaviour is the study of why, how, what, where and

how often do consumption is taking place for a particulars product.

Customer is very often referred to as a King. Customers are

value maximisers websterss Dictionary says Fulfilment of a need or a

want is customer satisfaction. Satisfaction is a persons feeling of

pleasure or disappointment resulting from composition of a products

perceived and actual performance in relation to his or her expectations.

7


8/76

So consumers satisfaction is a function of a products perceived

performance and the customers expectations.

Over the years marketing has undergone substantial changes both

in nature role and functions. Modern concept of marketing is different

from the traditional concept. Market for most commodities may be

through of not geographical meeting place but as getting together of

buyer & seller in person, by mail, telegraph or any other means.

Consumers behaviour can be said as the activities people engage

in when selecting purchasing and using products so as to satisfy need

and desires.

Buying behaviour

A marketing firm, in the course of its operations, must ascertain

the nature of buying behaviour, if it is to market properly its product. In

order to entice and persuade a consumer to buy a product, the

psychological/behavioural process of how a given product is purchased.

Buying behaviour consists of two prime strands, namely being

consumer (B2C) behaviour and organisational/industrial behavior

(B2B).

B2C buying behaviour

This mode of behaviour concerns consumers, in the purchase of a

given product. The B2C buying process is as thus:

Need/want recognition

Information search

8


9/76

Search for alternatives (to satisfy need/want)

Purchase decision

Post-purchase evaluation

As an example, if one pictures a pair of sneakers, the desire for a

pair of sneakers would be followed by an information search on

available types/brands. This may include perusing media outlets, but

most commonly consists of information gathered from family and

friends.

If the information search is insufficient, the consumer may search

for alternative means to satisfy the need/want. In this case, this may be

buying leather shoes, sandals, etc. The purchase decision is then made,

in which the consumer actually buys the product.

Following this stage, a post-purchase evaluation is oftenconducted, comprising an appraisal of the value/utility brought by the

purchase of the sneakers. If the value/utility is high, then a repeat

purchase may be bought. This could then develop into consumer loyalty,

for the firm producing the pair of sneakers.

B2B buying behaviour

B2B buying behaviour relates to organisational/industrial buying

behaviour. B2C and B2B behaviour are not exact, as similarities and

differences exist. Some of the key differences are listed below:

Consumer behaviour

Low in monetary value

Low in volume/mass

9


10/76

Swift purchase

Transaction marketing-based

Single buying instances Number of consumer is higher

Individual/market-based demand

Organisational behaviour

High in monetary value

High in volume/mass

Lengthy purchase process

Relationship marketing-based

Multiple buying instances

Number of consumers is lesser

Demand is consumer derived (in that firms purchase goods to

ultimately meet consumer demand)

The organisational buying process is thus:

Problem recognition

Need description

Product specification

Supplier search

Proposal solicitation

Supplier selection

Order routine specification

Supplier performance review

In a straight rebuy, the fourth, fifth and sixth stages are omitted.

In a modified rebuy scenario, the fifth and sixth stages are precluded. In

a new buy, all aforementioned stages are conducted.

10


11/76

The Decision Making Unit (DMU)

The DMU, in other terms, can be labelled as the Purchasing or

Procurement departments of an organisation. Accordingly, it isresponsible for the purchasing of organisational items and assets.

1.3 HISTORY OF WATCH

Watches evolved from portable spring driven clocks, which first

appeared in the 15th century. Portable timepieces were made possible by

the invention of the mainspring. Although some sources erroneously

credit Nrnberg clockmaker Peter Henlein (or Henle or Hele) with

inventing the mainspring around 1511, many references to 'clocks

without weights' and two surviving examples show that spring powered

clocks appeared in the 1400s. Henlein is also often credited with

constructing the first pocketwatches, mostly because of a passage by

Johann Cochlus in 1511:

Peter Hele, still a young man, fashions works which even the

most learned mathematicians admire. He shapes many-wheeled clocks

out of small bits of iron, which run and chime the hours without weights

for forty hours, whether carried at the breast or in a handbag and

because he was popularized in a 19th century novel. However, many

German clockmakers were creating miniature timepieces during this

period, and there is no evidence Henlein was the first. Also, watches

weren't widely worn in pockets until the 1600s.

1.4 SCOPE OF THE STUDY

11


12/76

The study on Titan watches with respect to consumer satisfaction

aims at finding out the protectoral and expectation of Titan in market.This enables to know about the strength and weakness of the victory

product available in the market.

This project has the importance of additional features in the

watches, finally the study attempts to find out the opinion about the

sales, price and quality of product with regard to Titan watches.

The study by ascertaining the factors that motivates and end-user

to purchase Titan watches enables the company to channels its service,

Advertisement companys accordingly. Consumers expectations are

also gauged to help the company in proactive strategy formulations.

1.5 OBJECTIVES OF THE STUDY

To find out the customer satisfaction of Titan watches.

To find out the advertisements effectiveness of Titan watches.

To find out the market position of Titan watches.

To find out the brand preference of the customers.

To find out the buying attitude of the respondents.

12


13/76

1.6 NEED OF THE STUDY

The term consumer behaviour refers to the behaviour thatconsumer display in searching for, purchasing, using, evaluating and

disposing of products and services that they expect will satisfy needs

consumers are highly complex individuals. Subject to a variety of

psychology and sociology needs. Needs and priorities of different

consumers segment differ drastically in this comprehensive era a large

no. of toothbrush brands are available in the market with different

models and price level choices for the consumer is available. The study

of examine

How they prefer it buy from the quantum

How the needs changes

How the marketing trends changes

13


14/76

1.7 METHODOLOGY

The validity of research mainly depends on the proper methoddata collection and suitable technique of analysis. Data interpretation

is used for the statistical analysis. Any estimate in the study is

generalized only when the design of the study is properly executed.

Primary data

The study is mainly based on primary data. First hand information

is collected by well structured questionnaire. Convenient sampling

method is adopted in the selection of respondents. Information is

obtained from the sample of 100 respondents.

Secondary data

Secondary data include various, journal, newspapers and

management which provide valuable information relating to the topic.

The data collected is tabulated further.

14


15/76

1.8 RESEARCH DESIGN

The research design is the arrangement of condition for collectionand analysis of data in a manner that assists to combine relevance to the

research purpose with economy in procedure.

The design used in the project is study is descriptive type. It

contains surveys and fact findings, enquiries. The major purpose of this

research is description of the state of affairs, as it exits at present.

Sampling technique

Sampling is the process of obtaining information about entire

population by examining only a part of it. Random sampling technique

is used in this study from the population samples are picking up

randomly.

1.9 TOOLS OF ANALYSIS

Simple statistical tools like percentage analysis and advance

statistical tool like chi-square test were used for analysis. Null

hypothesis were set based on the data inference were drawn accordingly.

To establish relationship between opinion about the price and

personal factors influencing chi-square to be applied.

15


16/76

The 2 test (pronounced as chi-square test) is one of the simplest

and most widely used non parametric test in statistical work. The

symbol x2

is the Greek letters chi. The 2

test was first used by karl

pearson in the year 1990. The quantity 2 describes the magnitude of the

discrepancy between theory and observation.

The procedure followed

1. Formulate the null hypothesis2. Fix the level of significance

3. Calculate the test statistic

2 = (O-E)2

E

Degrees of freedom = (R-1) (C-1)

Where

O = Observed frequency

E = Expected frequency

R = No. of rows

C = No. of columns

The expected frequency is calculated by using the following formula

E =

16

Row Total x Column Total

Grand Total


17/76

1.10 LIMITATIONS OF THE STUDY

The study is limited to Salem District only and therefore the

findings of the study cannot be extended to other areas.

The time duration for the study was short period.

The restricted sample size was one of the major limitations.

Detailed study was not possible due to the limit.

Since the survey has been conducted of Titan Watches

respondents only.

1.11 CHAPTER SCHEME

This study has been presented in five chapters.

Chapter I

This chapter deals with the introduction and research design.

Chapter II

This chapter concerned with the profile of the company.

Chapter III

This chapter is focusing on theoretical issues of consumer

satisfaction.

Chapter IV

This chapter explained the Analysis and interpretation of data.

Chapter V

This chapter presents the findings, suggestions and conclusion of

the study.

17


18/76

CHAPTER II

PROFILE OF THE STUDY

2.1 COMPANY PROFILE

Titan

Titan is one of India's leading watch brands that brought about a

paradigm shift in the Indian watch market, offering quartz technology

with international styling. The Titan portfolio owns over 60% of the

domestic market share in the organised watch market.

The brand Titan is committed to offering its consumers watches

that represent the compass of their imagination. The brand regularly

introduces exciting new collections, which connect with the various

facets of deep-rooted human yearnings for self-expression. The new

brand philosophy of Titan, encapsulated in the catchphrase Be More,

touches this as well as all other aspects of the brand.

The Titan brand architecture comprises several collections and

sub-brands, each of which is a leader in own space. Notable among

them are: Titan Edge - world's slimmest watch based on the philosophy

less is more, Titan Raga - feminine and sensuous accessory for today's

woman, Nebula - crafted with solid 18k gold and precious stones.

Several other popular collections like Heritage, Aviator, Regalia, also

form a part of the Titan portfolio.

The watch division boasts of 275 exclusive showrooms christened

World of Titan', placing the brand amongst the largest chains in its

category backed by 700 after-sales-service centres. The division has a

18


19/76

world-class design studio that constantly invents new trends in wrist

watches.

Titan International

Titan Industries entered the international watch market with their

business endeavour in the Middle East in 1991. This launched the Titan

brand of watches in the UAE, Oman, Qatar and Bahrain. Saudi Arabia

and Kuwait were added in 1994.

Titan Industries has distributors in every country it operates in.

The distributors set up exclusive and multi brand stores to sell Titan

products. Apart from this arrangement, retail also takes place via high

street retailers, power retailers and department stores.

To remain a successful global player, Titan has further reinforced

its thrust in the international markets by evolving products to suit the

tastes of the local consumer as well as being contemporary keeping the

current international trends in mind.

Being the fifth largest integrated watch manufacturer in the world,

Titan emphasizes world-class quality supported by excellent after-sales

service policy that goes beyond the international norms. At the

international level, Titan operates in the mid-premium price segment

category. With innovative technology-driven products like Titan Edge -

the slimmest watch in the world - Titan is presently the market leader in

its category in Oman and Bahrain, and at No. 2 position in the Middle

East.

19


20/76

Titan expanded to Asia Pacific in the late nineties. Singapore,

Dubai, Malaysia, Oman, and Vietnam are some of the major countries

where the brand is offered. The customers include non-residentialIndians as well as Thais, Arabs and Filipinos. Through a combination of

contemporary style, excellent quality and affordable prices, Titan has

put together an exceptionally appealing proposition for the people of

these countries.

With over a hundred million satisfied consumers world over,

Titan has successfully established the brand value internationally.

History

Titan Industries was established in 1984 as a joint venture

between the Tata Group and the Tamil Nadu Industrial Development

Corporation. The company brought about a paradigm shift in the Indian

watch market, offering quartz technology under Titan brand with

international styling, manufactured in a state-of-the-art factory at Hosur,

Tamil Nadu. Leveraging its understanding of different segments in the

watch market, the company launched a second independent watch brand

Titan, as a value brand to those seeking to buy functionally styled

watches at affordable prices. In addition it focused on the youth with its

third brand Fastrack. It has also acquired a license for premium

fashion watches of global brands such as Tommy Hilfiger and Hugo

Boss, while it has also in its portfolio its first Swiss Made watch brand

Xylys.

Titan Industries is the organisation that brought about a paradigm

shift in the Indian watch market when it introduced its futuristic quartz

20


21/76

technology, complemented by international styling. With India's two

most recognised and loved brands Titan and Tanishq to its credit, Titan

Industries is the fifth largest integrated watch manufacturer in the world.The success story began in 1984 with a joint venture between the Tata

Group and the Tamil Nadu Industrial Development Corporation.

Presenting Titan quartz watches that sported an international look, Titan

Industries transformed the Indian watch market. After Titan, a value

brand of functionally styled watches at affordable prices, Titan

Industries reached out to the youth segment with Fastrack, its third

brand, trendy and chic. The company has sold 100 million watches

world over and manufactures 11 million watches every year.

With a license for premium fashion watches of global brands,

Titan Industries repeated its pioneering act and brought international

brands into Indian market. Tommy Hilfiger and Hugo Boss, as well as

the Swiss made watch Xylys owe their presence in Indian market to

Titan Industries.

Entering the largely fragmented Indian jewellery market with no

known brands in 1995, Titan Industries launched Tanishq, Indias most

trusted and fastest growing jewellery brand. Gold Plus, the later

addition, focuses on the preferences of semi-urban and rural India.

Completing the jewellery portfolio is Zoya, the latest retail chain in the

luxury segment. Titan Industries has also made its foray into eyewear,

launching Fastrack eyewear and sunglasses, as well as prescription

eyewear. The organisation has leveraged its manufacturing

competencies and branched into precision engineering products and

machine building.

21


22/76

With over 500 retail stores across a carpet area of 6,40,000 sq. ft,

Titan Industries has emerged as Indias largest retail network. Thecompany has over 270 exclusive World of Titan' showrooms and 745

after-sales-service centres. Titan Industries is also the largest jewellery

retailer in India with 115 Tanishq boutiques, 2 Zoya boutiques and 30

Gold Plus stores. Backed by 4,200 employees, two exclusive design

studios for watches and jewellery, over five manufacturing units, and

innumerable admirers world over, Titan Industries continues to grow

and sets new standards for innovation and quality. The organization is

all geared to repeat the Titan and Tanishq success story with each new

offering.

Ladies' Titan

With attractive traditional and ethnic designs and with its qualities

of durability and affordability, Titan for Ladies is a name to reckon

with. Gift to your beloved in India a watch that epitomises beauty and

grace.

Vision:

To be a world-class, innovative and progressive organisation and

to build Indias most desirable brands.

Mission:

To create wealth for all our stakeholders by building highly

successful businesses based on a customer-centric approach, and to

contribute to the community.

22


23/76

2.2 PROFILE TE STUDY AREA

HISTORYSalem is a Geologists paradise, surrounded by hills and the

landscape dotted with hillocks. Salem has a vibrant culture dating back

to the ancient Kongu Nadu. As a district, Salem has its significance in

various aspects.

What is Salem noted for: There are many things in Salem that are

noteworthy by virtue of its location and social set-up.

a) The Stanley Reservoir: An architectural marvel and important

land mark in the Mettur Division of Salem, it is the heart that pumps

the life giving water to the farmers of the Cauvery basin who suffer the

vagaries of Indian monsoons.

The sixteen Gates is an Engineering master-piece and regulates

the flow of water released from the Mettur Dam to the lower reaches

covering the paddy fields in the eight districts of Salem, Erode,

Namakkal, Karur, Tiruchirapalli, Thanjavur, Thiruvarur and

Nagapattinam.

b) The Salem Steel Plant: This was an ambitious project started

with a view to utilise the locally available iron-ore from Kanchamalai to

produce steel. Now it is a public sector company engaged in rolling out

cast steel blacks into sheets of required dimensions by cold and hot

extrusion methods.

c) Mineral Deposits: The district is rich in mineral deposits like

Magnesite, Bauxite, Granite, Limestone, Quartz and Iron ore. Allied

23


24/76

industries like Magnesite mining, cement manufacture, refractory bricks

manufacture, Aluminium smelting etc thrive well.

d) Agriculture produces: Many agricultural products from Salem

have a wide spread market throughout the country.

Mango fruits from Salem are enjoyed and much sought after,

specially the variety Malgoa-which is the pride of Salem besides a

number of other newly introduced hybrid varieties.

Tapioca locally known as Maravalli (or) Kuchi Kilangu is

extensively cultivated by the farmers of Salem. Salem holds a monopoly

in Tapioca production. The tubers are used primarily to produce starch.

A variety of food items like chips, fryums, papads, Noodles and

vermicelli are also produced from tapioca. Tapioca and castor Research

centre functioning in Salem is engaged in Research and Development

activities to produce high yielding and disease resistant varieties

Sago-serve is run by the Government, to provide a competitive

market where farmers gain a broader profit margin without to hassle of

the middle-men dealings.

Coffee The slopes of Yercaud hills are covered with vast

plantations of coffee, shaded by silver Oak trees, Narasus coffee a

popular brand has its origin in Salem.

e) Sandal wood: Santalum album species of Sandal wood grows

in the forests of Salem. They fetch high prices as their heart woods yield

24


25/76

high oil content about 6% (average). The Mysore Sandal soap company

is a noted buyer of Sandal woods from Salem.

f) Animal Husbandry: The Sheep Research station located atMecheri in Mettur, developed and introduced the popular Mecheri

Breed. The breed is popular among the farmers and is reared mainly for

meat purposes.

g) Dairy: Salem Diary has an impressive milk production and

the district stands first in milk production. A variety of milk products

have been introduced by the Diary recently and are effectively

marketed.

h) Cottage Industries:

Production of un-bleached sugar-vellam or Nattu Sarkarai is a

major cottage industry among the sugarcane cultivators of Salem.

Rope making is another major cottage industry. Ropes are made

by people out of the fibres of coconut, Aloe vera, Cotton, Jute. Salem

has a sizeable weaver population and weaving is an important house

hold industry here. Both silk and cotton fabrics woven in Salem find

popular market throughout the State.

The Ammapet weavers co-operative society has a turnover of

2.40 crores and its main products are cotton sarees, bed sheets, towels,

silk sarees and dhotis.

Silver works: Making of Silver ornaments and artifacts by hand

work is an important cottage industry in Salem. Silver anklets made in

Salem are popular throughout the country.

25


26/76

i) Cinema Theatres: Salem was once a popular Tinsel town

where the earlier Tamil movies were created in the Modern Theatres.

The people of Salem are great movie viewers and the popularityof cinema is evident from the fact that there are nearly a hundred and

odd Theatres in the district-perhaps the largest in any district.

j) Temples: Many temples with intricate sculptures and imposing

towers are found in the district of Salem, built by indigenous rulers

centuries before the British era. Some of the popular temples are the

Taramangalam Shivan Temple in Omalur and the Sukavaneswarar

temple, Kottai Mariamman temple, Parsanna Venkatesha Perumal

temple in Salem.

k) Forts: Forts had existed in Salem town and Omalur said to

have been visited by Tipu Sultan. Uncared for, not even the ruins of

these monuments remain to be seen today. However at Sankagiri an

impressive fort is seen on a hillock, with its elaborate and massive

ramparts running all the way up the hill. This fort is said to have been

the holding of Theeran Chinnamalai an indigenous warrior who

fought against British oppression.

l) Tourism: Yercaud is a popular summer resort in Salem, quite

inexpensive yet exquisitely picturesque. The cool and mild climate

prevailing here makes it an ideal summer retreat.

The Shervarayan temple deep inside a narrow cavern with a

rivulet rippling behind the idols is one of th main spots of tourist

attraction. The flowering of Kurunji once in twelve years also attracts

tourists. Coffee, spices like cardomom, pepper, fruits like "Kamala"

26


27/76

Orange, butter fruit, Jack fruit are grown in Yercaud and find good

market.

Yercaud houses many colonial buildings and churches. The

prestigious residential school The Montfort School is at Yercaud.

BACKGROUND

The Department of Environment (DOE) is the nodal agency

concerned with Environmental Management in the State of Tamilnadu.

Though different Government departments / agencies are responsible for

management of resources under their jurisdiction, information relating

to environmental matters lie fragmented.

With the objective of collecting the data from different

Government departments / agencies at the district level, compile the

data, and prepare an environmental profile of the district, the

Department is engaging Consultancy agencies / Research bodies /

educational institutions, etc. Accordingly, Industrial and Technical

Consultancy Organisation of Tamilnadu have been engaged to prepare

the environmental profile of Salem District.

27


28/76

CHAPTER III

CONSUMER SATISFACTION -THEORETICAL ISSUES

INTRODUCTION

In marketing, customer is very often referred to as a King.

Customers are value maximizers. Consumer satisfaction is defined by

Websters dictionary as Fulfillment of a need or want. Satisfaction

is a persons feelings of pleasure or disappointment, resulting from

comparison of a products perceived and actual performance in relation

to his or her expectations. So, consumers satisfaction is a function of

the products perceived performance and the consumers expectation.

Satisfaction is often a subjective phenomenon and depends on the

consumers state of mind both at the time of purchase and more

importantly at the time of consumption. It is important because in a

large number of cases, some degree of past purchase dissonance is

evident among consumers.

Many companies are aiming at high satisfaction becausecustomers who are just satisfied find it easy to switch when a better

offer comes along. Those who are highly satisfied are much less ready

to switch. In fact, emphasis has shifted from more satisfaction to delight

of customers. High satisfaction or delight creates an emotional affinity

with the brand and the supplier not just a rational preference. The result

is high customer loyalty.

28


29/76

Some of todays most successful companies are raising

expectations and delivering performances to match. These companiesare aiming for Total Customer Satisfaction. [TCS].

Products should have the ability to deliver value satisfaction to

consumers for whom these are intended. This satisfaction may be both

real and / or psychological. For example, when a housewife buys a

Lack me lipstick she not only buys beauty. The former may deliver a

real value but the psychological value is delivered by the latter. It is for

this reason that a product is often referred to as a bundle of utilities or

a bunch of value satisfactions.

The pay off of a higher consumer satisfaction level is

tremendous for a company and is invariably reflected in higher sales

volume and higher profits.

CONSUMER

Consumer has been extended to include consumers who use

goods exclusively for earning their livelihoods through self-

employment, persons purchasing goods for commercial purchases were

excluded from the benefits.

Consumer is defined as social force designed to protect consumer

interest in the market place by organizing consumer pressures on

business. Consumer organizations could provide united state and

organized efforts to fight against unfair marketing practices and to

29


30/76

secure consumer protection. The balance of the power in the market

place usually lies with the seller. Consumer is societys attempt to

redress this imbalance in the exchange transaction between seller andbuyers.

3.1 CONSUMER SATISFACTION

Consumer satisfaction form the core of any marketing strategy in

todays competitive context. Satisfaction (fulfillment of a need) is a

relative term and many differ from one product situation to another.

Feeling, a key element in determining customer satisfaction may be mix

of perceptions, expectations and actual experiences. Thus consumer

satisfaction is an outcome of the entire efforts of the organization.

Every consumer has certain wants and needs and a strong desire

to satisfy them. To satisfy his wants, the consumer purchases certain

goods under the impression that the goods would satisfy his wants. If

the product satisfied his wants, the consumer shall become the customer

of the firm and also tell about the product to his friends and others.

3.2 CONSUMER BEHAVIOUR

It is the customer who determines what a business is what a

customer thinks what a business is what a customer thinks he is buying,

what he considers value decisive determines what a business is, what

it produces and whether it proper.

- PETER .F. DRUGGER

30


31/76

3.3 DETERMINANTS OF CONSUMER BEHAVIOUR

The following chart is represents the consumer behaviour.

31

CULTURAL

FACTORS

SOCIAL

FACTORS

PERSONAL

FACTORSPSYCHOLOGICAL

FACTORS

CULTUREREFERENCE

GROUPAGE & STAGES OF

LIFE CYCLEMOTIVATION

SUB-CULTUREFAMILY OCCUPATION PERCEPTION

SOCIAL CULTURE ROLE AND

STATUS

ECONOMIC

CIRCUMSTANCE

S

LEARNING

LIFE STYLE BELIEFS AND

ATTITUDE

PERSONALITY AND

SELF - CONCEPT

CONSUMER BEHAVIOUR


32/76

I. CULTURAL FACTORS

The following points are including in the cultural factors:-

1.Culture

Culture is the most basic fundamental determinant of a persons

wants and behaviour. Right from the time of this birth, a child grows up

in a society learning a certain set of values, perceptions, preferences,

behaviour and customs through a process of socialization involving the

family and the other key institutions.

2.Sub - Culture

Each culture will contain smaller groups of subculture that

provide more specific identification and socialization for its members.

In other words, to segment larger societies into smaller sub groups (sub

cultures) that is homogeneous in relation to certain customs and ways of

behaviour. These sub cultural divisions are certain socio cultural and

demographic variables like nationality religion geographic locality,

caste, age, sex etc., Each subculture may have certain distinct tastes,

preferences and even life styles.

3.Social Culture

Social class may take the form of a caste system where the

members of different castes are reared for certain roles and cannot

change their caste membership. Social class also influences buying

behaviour. Social classes show distinct product and brand preferences in

32


33/76

purchase decisions related to clothing and jewellers, leisure activity and

automobiles.

II.SOCIAL FACTORS

The following points are including in the social factors:-

1.Reference Group

A persons reference groups are those groups that have a direct

(face to face) or indirect influence on the persons attitudes or

behavioural. Groups having direct influence on a person could comprise

of people with whom the person interacts on a continuous basics, such

as family, friends neighbours and colleagues. Sometimes a person may

also be directly influenced by some social organizations such as

religious organizations, professional associations and trade unions.

And, sometimes consumers are also influenced by groups to which they

do not belong (asprational group) or a dissociative group whose values

or behaviour and individual rejects.

2.Family

Members of the buyers family can exercise a strong influenced

on the buyer behaviour. Marketers are interested in the roles and

relative influence of the husband, wife, children and parents on the

purchase of a large variety of products and services.

33


34/76

3.Role and Status

A person is a member of many groups family, clubs,organizations etc., and the persons position in each group can be

defined in terms of role and status.

III. PERSONAL FACTORS

A consumers purchase decisions are also influenced by personal

characteristics namely the buyers age and stage of life cycle, occupation,

economic circumstances, life style, personality and self concept.

1.Age and Stage of Life Cycle

Peoples choice of goods and services changes over their life

time. This change can be observed right from childhood to maturity

especially in the taste and preferences related clothes, furniture

recreation activities.

2.Occupation

A persons occupation has a direct effect on his choice of goods

and services. A clerk will purchase products which are economical and

not burn his pocket. Where as a top executive will purchase expensive

goods and services. Marketers will have to identify which occupational

group will be interested in their products and work out marketing

strategies to communicate about their products and service to the

34


35/76

relevant occupational group and induce a positive buying motive in the

particular consumer.

3.Economic Circumstances

A persons economic circumstances consist of his/her spend able

income (amount, stability and time pattern) savings and assets (liquid,

movable and immovable) ability to borrow and attitude towards

spending versus saving.

4.Life style

A persons life style refers to the persons pattern of living

expressed through his/her activities, interest and opinions (Also referred

to an AIOS). Life style of a person conveys more than the persons

social class or personality alone.

5.Personality and Self Concept

Each persons has got a distinctive personality which will

influence his/her buying behaviour. Personality may be defined as The

persons distinguishing psychological characteristics that lead to

relatively consistent and enduring responses to his / her own

environment.

35


36/76

IV. PSYCHOLOGICAL FACTORS

For the purpose of understanding consumers buying behaviour,four major psychological determinants motivation, perception,

learning and beliefs and attitudes.

1.Motivation

Can be said to be the inner drive that is sufficiently pressing the

directs the person to seek satisfaction of the need. Satisfaction of the

need reduces the felt tension. It can be pictorially represented as

follows,

36

Self actualization needs

Esteem needs

Social needs

Safety needs

Physiological needs


37/76

2.Perception

Perception is the process of selecting, organizing and interpreting

or attaching meaning to events happening in environment.

How a motivated persons acts will be dependent on how he/she

perceives the situation. For example Mrs.Mehta might consider a fast

talking microwave oven salesmen as an insincere and aggressive

person, whereas another microwave oven purchaser might perceive the

same as salesman as being helpful and a knowledgeable person.

3.Learning

When people act, they learn, learning describes changes in an

individuals behaviour arising from experience. Most human behaviour

is learned. Learning theorists say that a persons learning is produced

through the interplay of drives, stimuli cues responses and

reinforcement.

Continuing with the above mentioned example Mrs. Mehtas

drive towards self actualization becomes a motive when it is directed

towards a particular drive reducing stimulus object here a microwave

oven.

4.Beliefs and Attitudes

An attitude can be said to be a persons enduring favourable or

unfavourable congnitive evaluation, emotional feelings and action

tendencies towards some object or idea.

37


38/76

Attitudes make people to behave in a fairly consistent way

towards similar objects. People do not interpret and react to everything

in a fresh way. A persons various attitudes settle into a coherentpattern and to change, one may require difficult adjustment in many

other attitudes.

3.3 CONSUMER BUYING DECISION

Nothing is more difficult and therefore more precious, than to be

able to decide, is a quoted to be the words of Napolean. This is true in

the case of consumer to it is for this reason that the marketers are

beyond to have a full knowledge of the consumer buying decision

process.

As we have seen earlier, the objective of marketing effort is to

make the exchange process complete. In essence, it is the matching oftwo decision process: the decision of the marketer (as reflected through

4 Ps) and the decision of customer (acceptance of the market elements).

The buying process is composed of a number of stages and is

influence by an individuals psychological framework composed of the

individuals personality, motivations, perception and attitudes. Buying

process begins when a person begins to feel that a certain need or desire

has arisen and it has to be satisfied.

The buyer or consumer takes his buying decision for some

commodities immediately without much consideration such as items of

daily use while for some other commodities mainly luxury durable

items, he thinks much before taking a decision to purchase it.

38


39/76

3.4 MARKETING CONCEPT

The marketing concept holds that the main task as company is to

determine what the chosen set of consumer needs wants and preferences

and to adopt a channel to deliver the satisfaction.

3.5 PRODUCT CONCEPT

In a simple way product can be defined as Everything a

purchaser gets in an exchange for his money.

A product is anything that can be offered in a market for

attention, acquisition, use of consumption that might stratify a want or

need.

3.6 BRAND MARK CONCEPT

According to William J. Stanton A brand mark is that part of

brand which appears on the form of a symbol or design or distinctive

colouring or lettering.

39


40/76

3.7 TRADE MARK CONCEPT

When a brand name or brand mark is registered and legalized itbecomes a trade mark.

According to American Marketing Association trade mark is

defined as A brand or part of a brand that is given legal protection

because it is capable of exclusive appropriation.

3.8 SELLING CONCEPT

The selling concept holds that consumers will not buy enough of

the companys products unless they are stimulated through a substantial

selling and promotional effort.

40


41/76

CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

INTRODUCTION

This chapter deals with analysis and interpretation of the various

results from the study. The analysis of this study is based wholly on

primary data collected by means of questionnaire method.

The data, after collection, has to be processed and analyzed in

accordance with the outline laid down for the purpose of developing the

research plan. This is essential for a specific study and for ensuring that

we have all relevant data for making contemplated comparisons and

analysis.

ANALYSIS

Analyses and interpretation are giving meaning to the collected

information by comparing them with the existing information. Analysis

is placing the collected data in some order or format so that the data

acquire a meaning. The collected data have to be analyzed fully.

INTERPRETATION

Interpretation means drawing inferences from the collected facts

after the analytical study. According to C.William Emory interpretation

has two major aspects namely establishing continuity in research

through linking the results of a given study with the those of another and

the establishment of some relationship with the collected data.

Interpretation helps the researcher to understand the abstract

principle that works beneath his findings.

41


42/76

TABLE - 4.1

GENDER WISE RESPONDENTS

Gender No. of respondents Percentage

Male 58 58%

Female 42 42%

Total 100 100%

Source : Primary data

Inference

From the above table we can know that the 58% of the

respondents are male and 42% of the respondents are female.

42


43/76

TABLE - 4.2

AGE WISE CLASSIFICATIONS

Age No. of Respondents Percentage

Below 20 years 7 7%

21 25 years 66 66%

26 30 years 24 24%

Above 30 years 3 3%

TOTAL 100 100%

Source : Primary Data

Inference

From the above table 7% of the respondents age is below 20.

Then another 66% of the respondents age was 21-25. Then 24%

respondents age was 25-30 and remaining 3 % of the respondents age

is above 30.

43


44/76

CHART -4.1

AGE WISE CLASSIFICATIONS

7%

66%

24%

3%

0%

10%

20%

30%

40%

50%

60%

70%

Percentage

Below 20 years 21 25 years 26 30 years Above 30 years

Age level

44


45/76

TABLE - 4.3

EDUCATION QUALIFICATION WISE CLASSIFICATIONS

Education

QualificationNo. of Respondents Percentage

Illiterate 9 9%

School level 27 27%

Under Graduate 43 43%

Post Graduate 21 21%

TOTAL 100 100%

Source : Primary Data

Inference

The above table shows 9% of the respondents are illiterate level

education. 27% of the respondents are school level. 43% respondents

are under graduate level and remaining 21 % of the respondents are in

post graduate level of education.

45


46/76

CHART - 4.2

EDUCATION QUALIFICATION WISE CLASSIFICATIONS

9%

27%

43%

21%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Percentage

Illiterate School level Under Graduate Post Graduate

Educational Level

46


47/76

TABLE - 4.4

MARITAL STATUS WISE RESPONDENTS

Gender No. of respondents Percentage

Married 39 39%

Unmarried 61 61%

Total 100 100%


Inference

From the above table we can know that the 39% of the

respondents are married and 61% of the respondents are unmarried.

47


48/76

TABLE 4.5

OCCUPATION WISE CLASSIFICATIONS

Occupations No. of Respondents Percentage

Student 36 36%

Employee 18 18%

Business / Profession 46 46%

Total 100 100%


Inference

From the above table 36% of the respondents are students and

18% of the respondents are employees and 46% respondents are

Business / Professions out of 100 respondents.

48


49/76

CHART 4.3

OCCUPATION WISE CLASSIFICATIONS

36%

18%

46%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Percentage

Student Employee Business / Profession

Occupation Level

49


50/76

TABLE 4.6

INCOME LEVEL WISE CLASSIFICATIONS

Income Level

per MonthNo. of Respondents Percentage

Upto Rs.5000/- 11 11%

Rs.5,000/- to Rs.10,000/- 48 48%

Rs.10,000/- to Rs.15,000/- 26 26%

Above Rs.15,000/- 15 15%

Total 100 100%


Inference

From the above table 11% of the respondents are earning upto

Rs.5000 per month, 48% of the respondents are earning Rs.5000-

Rs.10000 per month, 26% of the respondents are earning Rs.10000

Rs.15000 per month and remaining 15% of the respondents are earning

above Rs.15000 per month out of 100 respondents.

50


51/76

CHART 4.4

INCOME LEVEL WISE CLASSIFICATIONS

11%15%

26%

48%

Upto Rs.5000/- Rs.5,000/- to Rs.10,000/- Rs.10,000/- to Rs.15,000/- Above Rs.15,000/-

51


52/76

TABLE 4.7

PURCHASE MODEL WISE CLASSIFICATIONS

Income Level

per MonthNo. of Respondents Percentage

Raga 36 16%

Purple 33 23%

Oiran 19 19%

Others 12 42%

Total 100 100%


Inference

From the above table 36% of the respondents are purchase Raga

model, 33% of the respondents are purchase Purple model, 19% of the

respondents are purchase other model and remaining 12% of the

respondents are purchase Officer Wear model out of 100 respondents.

52


53/76

CHART 4.5

PURCHASE MODEL WISE CLASSIFICATIONS

16%

23%

19%

42%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Percentage

Sona Sitara Yuva Super Fibre Office Wear

Income Level

53


54/76

TABLE 4.8

PERIOD WISE CLASSIFICATION

Periods No. of Respondents Percentage

Below 1 year 11 11%

1 2 years 37 37%

2 5 years 27 27%

Above 5 years 25 25%

Total 100 100%


Inference

From the above table 11% of the respondents using the product

is below 1 year. 37% of the respondents using the products periods are

1-2 years. Then 27% respondents using product is 2-5 years. 25% of

the respondents using the product is above 5 years.

54


55/76

CHART 4.6

PERIOD WISE CLASSIFICATION

11%

37%

27%25%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Percentage

Below 1 year 1 2 years 2 5 years Above 5 years

Periods

55


56/76

TABLE 4.9

OPINION ABOUT THE MODELS

Opinion No. of Respondents Percentage

Good 46 46%

Excellent 27 27%

Comfortable 17 17%

Not bad 10 10%

Total 100 100%


Inference

From the above table 46% of the respondents are giving their

opinion as good, 27% of the respondents are giving their opinion as

excellent, 17% of the respondents are giving their opinion as

comfortable and remaining 10% of the respondents are says not bad out

of 100% of the respondents.

56


57/76

CHART 4.7

OPINION ABOUT THE MODELS

Good

46%

Excellent

27%

Comfortable

17%

Not bad

10%

Good Excellent Comfortable Not bad

57


58/76

Table No. 4.10

FACTORS AFFECTING THE PURCHASE OF TITAN BECAUSEOF

Options No. of respondents Percentage

Reasonable price 16 16%

Attractive models 35 35%

Quality 28 28%

Warranty 21 21%

Total 100 100%


Inference

The above table shows that 16% of the respondents are purchase

Titan for their reasonable price, 35% of the respondents are purchase for

attractive models, 28% of the respondents are says quality of productand remaining 21% of the respondents are say the warranty of the

product is attract for purchase this brand.

58


59/76

TABLE 4.11

MAKE DECISION TO PURCHASE

Options No. of Respondents Percentage

By Friends 32 32%

By TV advertisement 36 36%

By Relatives 24 24%

By Own Desire 8 8%

Total 100 100%


Inference

The above table reveals that 32% of the respondents are purchase

Titan by friends advice, 36% of the respondents are purchase by

attractive advertisement in TV. 24% of the respondents are motivated by

relatives and remaining 8% of the respondents are pursing Titan by own

desire.

59


60/76

TABLE 4.8

MAKE DECISION TO PURCHASE

32%

36%

24%

8%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Percentage

By Friends By TV

advertisement

By Relatives By Own Desire

Factors

60


61/76

TABLE 4.12

OPINION ABOUT ADVERTISEMENT

Opinion No. of Respondents Percentage

Good 27 27%

Attractive 46 46%

Fair 18 18%

Poor 9 9%

Total 100 100%


Inference

From the above table we came to know 27% of the respondents

are giving their opinion as good about advertisement of Titan watch,

46% of the respondents are giving their opinion as attractive, 18% of the

respondents are giving their opinion as fair and remaining 9% of the

respondents are says poor about advertisement of Titan watch out of

100% of the respondents.

61


62/76

TABLE 4.13

GET WARRANTY FROM RETAILER

Options No. of Respondents Percentage

Yes 100 100%

No 0 0%

Total 100 100%


Inference

From the above table we came to know 100% of the respondents

are says they get warranty from the retailers.

62


63/76

TABLE 4.14

LEVEL OF SATISFACTION ABOUT WARRANTY

Level of

SatisfactionNo. of Respondents Percentage

Highly satisfied 33 33%

Satisfied 43 43%

Partially satisfied 20 20%

Dissatisfied 6 6%

Total 100 100%


Inference

From the above table 33% of the respondents are highly satisfied

with warranty of product, 43% of the respondents are satisfied 20% of

the respondents are partially satisfied and remaining 6% of the

respondents are dissatisfied with warranty of Titan Watch.

63


64/76

CHART 4. 9

LEVEL OF SATISFACTION ABOUT WARRANTY

33%

43%

20%

6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Highly satisfied Satisfied Partially satisfied Dissatisfied

Level of Satisfaction

Percentage

64


65/76

Table No. 4.15

ATTITUDE ABOUT THE PRICE OF THE TITAN


Reasonable 35 35%

Fair 30 30%

Too costly 16 16%

Not reasonable 19 19%

Total 100 100%


Inference

The above table shows that 35% of the respondents are says Titan

watches have reasonable price, 30% of the respondents are says fair,

16% of the respondents are says too costly and remaining 19% of the

respondents are say not reasonable price of the Titan watch out of 100%respondents.

65


66/76

Table No. 4.16

DISTRIBUTION OF RESPONDENTS BY SWITCH TO

ANOTHER BRAND


Yes 19 19%

No 81 81%

Total 100 100%


Inference

From the above table it inferred that 19% respondents are gives

their opinion to switch to another brand. 81% of the respondents are

says no.

66


67/76

Table No. 4.17

DISTRIBUTION OF RESPONDENTS BY OPINION OF NEXT

BRAND NAME

Brand Name No. of respondents Percentage

HMT 28 28%

Citizen 20 20%

Timex 35 35%

Wrist 17 17%

Total 100 100%


Inference :

From the above table it inferred that 28% of the respondents are

prefer HMT, 20% of the respondents are prefer Citizen, 35% of the

respondents are prefer Timex, and 17% of the respondents are prefer

Wrist.

67


68/76

Table No. 4.18

DISTRIBUTION OF RESPONDENTS BY THINK INNOVATIVE

MODEL ARE BETTER THAN THE EXISTING MODEL


Yes 32 32%

No 68 68%

Total 100 100%


Inference :

From the above table it inferred that 32% respondents are gives

their opinion to innovative model are better than the existing model

remaining 68% of the respondents are say no.

68


69/76

CHI SQUARE TEST

The chi-square statistic is calculated by finding the differencebetween each observed and theoretical frequency for each possible

outcome, squaring them, dividing each by the theoretical frequency, and

taking the sum of the results. A second important part of determining the

test statistic is to define the degrees of freedom of the test: this is

essentially the number of observed frequencies adjusted for the effect of

using some of those observations to define the "theoretical frequencies".

4.19 SEX AND AGE LIMIT OF THE RESPONDENTS

HYPOTHESIS :

There is any relation between sex and educational qualifications

of the respondents.

H0 :

Null Hypothesis : There is no relationship between the sex and age

limit of the respondents.

H1 :

Alternative Hypothesis : There is a relationship between the sex and

age limit of the respondents.

69


70/76

Table 4.19

SEX AND AGE LIMIT OF THE RESPONDENTS

ParticularsBelow 20

years

21 25

years

26 30

years

Above

30 yearsTotal

Male 3(4 )

42(38)

11(14)

2(2)

58

Female 4

(3)

24

(28)

13

(10)

1

(1)

42

Total 7 66 24 3 100

Sources : Primary data

(Figures shown in the bracket value in the above table are expected

frequency)

Degree of freedom At the 5 per cent level

(r - 1) (c - 1) Table value = 7.815

(2 - 1) (4 - 1) Calculated value = 21.5

1 x 3 = 3

FactorCalculated Chi-

Square value

Table

value @ 5

level

Degree of

freedomRemarks

Sex and age limit

of the respondents.

21.5 7.815 3H0

Rejected

Inference :

The calculated value is greater than table value. So, null

hypothesis is rejected. There is no relationship between the sex and

educational qualifications of the respondents.

70


71/76

4.20 INCOME LEVEL AND EDUCATIONAL QUALIFICATION

OF THE RESPONDENTS

HYPOTHESIS :

There is any relation between income level and educational

qualification of the respondents.

H0 :

Null Hypothesis : There is no relationship between the income level

and educational qualification of the respondents.

H1 :

Alternative Hypothesis : There is a relationship between the income

level and educational qualification of the respondents.

Table 4.20

AGE LEVEL AND EDUCATIONAL QUALIFICATION

OF THE RESPONDENTS

Particulars Illiterate School levelUnder

Graduate

Post

GraduateTotal

Upto

Rs.5000/-3

(1)6

(3)1

(5)1

(2)11

Rs.5,000/- to

Rs.10,000/- 2

(4)

12

(13)

23

(21)

11

(11)

48

Rs.10,000/- to

Rs.15,000/-1

(2)5

(7)14

(11)6

(5)26

Above

Rs.15,000/-3

(2)4

(4)5

(6)3

(3)15

Total 9 27 43 21 100

Sources : Primary data

71


72/76

(Figures shown in the bracket value in the above table are expected

frequency)

Degree of freedom At the 5 per cent level

(r - 1) (c - 1) Table value = 16.919

(4 - 1) (4 - 1) Calculated value = 28.00

3 x 3 = 9

Factor

Calculated

Chi-Squarevalue

Table

value @5 level

Degree of

freedom Remarks

Income level and

educational qualification of

the respondents

28.00 16.919 9H0

Rejected

Inference :

The calculated value is greater than the table value. So, null

hypothesis is rejected. There is no relationship between the income level

and educational qualification of the respondents.

72


73/76

CHAPTER V

SUMMARY OF FINDINGS, SUGGESTION AND

CONCLUSION

FINDINGS

The following findings are extracted from the percentage

analysis.

The majority of the respondents are male respondents of 58 per

cent.

The majority of the respondents are in the age level of 21-25 years

of 66 per cent.

The majority of the respondents are in under graduate level of 43

per cent.

The majority of the respondents using Titan watches are unmarried

of 61 per cent.

The majority of the respondents using Titan watches are doing

business / profession of 46 per cent.

The majority of the respondents are in the income level of up to

Rs.5,000/- to Rs.10,000/- per month of 48 per cent.

The majority of the respondents prefer Chain Watches of 64%.

The majority of the respondents prefer Office wears models of

42%.

The majority of the respondents using a toothbrush 1 2 years of

37%.

73


74/76

The majority of the respondents are says Good about models of

Titan Watch of 46%.

The majority of the respondents are purchase Titan Watch becauseof attractive models of 35%.

The majority of the respondents are attracting to buying Titan

Watch by advertisement of 36%.

The majority of the respondents are says Attractive about

advertisement of Titan Watch of 46%.

100% of the respondents are says yes to they are getting warranty

from the retailers.

The majority of the respondents are satisfied towards warranty

given by retailers of 43%.

The majority of the respondents are says Titan Watch have

reasonable price of 35%.

The majority of the respondents are says no switch to another brand

of the toothbrush of 81%.

The majority of the respondents prefer Timex of 35%.

The majority of the respondents are gives their opinion to

innovative model are better than the existing models of 68%.

The following findings are extracted from the Chi-Square test analysis

There is no relationship between the sex and age limit of the

respondents.

There is no relationship between the income level and educational

qualification of the respondents.

74


75/76

SUGGESTIONS :

Depending upon the findings, the following suggestions arecustomized. These suggestions are given according to the results

executed from the primary data and statistical methods. These

suggestions are given to the betterment of the brand in various

departments of the marketing like, sales promotion.

The manufacturers must see that the qualities of the

watches are superior.

Additional facilities offered must be competing with each

other.

Prices must be fixed at a nominal rate so that people of all

classes are benefited.

More offers should be given to the consumers in order to

complete with the rival products.

In the recent days there are some controversies, that continuous

usage is creating health disorder. So to detect this problem

awareness program should be conducted for certain duration.

Regarding the TV commercials the company should accept

sponsorship for the sports. This will help in reachability of

product in remote areas also. The circulation of the product and

sales will be improved.

The price level of the product is too expensive for the low budget

people so reducing price level is increase to sales intensity.

75


76/76

CONCLUSION :

In conclusion it can be said that the behaviour of consumers is not

confined to a particular brand in case of watches. There is a common

feeling that the prices charged by the retailers are more than the original

price. Brand loyalty is strong in the purchase of durable goods. There

are many factors like advertisements, friends, family members, andprice of products, sales promotional techniques, which influence the

consumers to make a purchase of a particular commodity or service.

Documents

watch marketing