a project for mba marketing

7/28/2019 A project for MBA marketing

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A Study of Consumer awareness & its impact on sales

of fast track watches

P R Patil college of Engineering & Technology, Amravati Page 1

CHAPTER 1

INTRODUCTION

1.1) INTRODUCTION:-The study is intended to know about consumer awareness and its

impact on the sales of Fast track watches in Amravati city. Fast track brand mainly

target youth segment. Youth is perhaps the most difficult demographic group to

communicate with. Not only they have a short attention span, they are also elusive in

media consumption, fickle in brand preference, and simply challenging to engage andentertain. Marketers spend millions in marketing research every year trying to predict,

or anticipate, changing youth behaviours. With the continually proliferating choices

of trendy watches, not only does this group embrace technology at an early age, it

quickly becomes the early adopters of all new trends and convergent platforms. One

can argue that whatever youth does today foreshadows what older demographic

groups will adopt in the near future. All this makes it extremely difficult to

understand and target their behaviours. Fast track was launched in 1998 as a sub-

brand of Titan. The brand entered the market saturated with International designer

labels and has carved a niche for itself in the youth accessories market (watches and

sunglasses),with designs that are refreshingly different, casual, eclectic & fun with

prices that dont burn a hole through the pocket. Targeted at Generation Next, the

brand captures the essence and philosophy of todays fun loving, free spirited youth

through the new positioning encapsulated in a tongue in cheek colloquial phrase -

How many you have? Fast track is positioned as the ultimate fashion accessory for

the youth variety, multiplicity and constant excitement being the order of the day.

Fast track has, over the years, introduced watches with different themes and designs,

like the Army collection, which had innovations such as a dog-tag watch. Similarly,

for sunglasses, Fast track was the first national eyewear brand to use a brand

ambassador in a multi-media campaign.


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1.2) CONSUMER AWARENESS:The process of development along with the expanding

globalization and liberalization process has increased the number ofconsumer related issues. Consumer protection has earned an important

place in the political, economic and social agendas of many nations. In

India, the Government has taken many steps including legislative, to

protect consumers. However, this is largely unknown to many citizens

irrespective of whether they are educated or uneducated. With an

enormous population along with high levels of poverty, unemployment

and poor literacy levels, consumer awareness continues to remain low.

Education is a lifelong process of constantly acquiring relevant

information, knowledge and skills. Consumer education is animportant part of this process and is a basic consumer right that must

be introduced at the school level.

Consumers by definition include all citizens who are, by and

large the biggest group, who are affected by almost all government,

public or private decisions. The most important step in consumer

education is awareness of consumer rights. However, consumer

education is incomplete without the responsibilities and duties of

consumers, and this influences individual behaviour to a great extent.

With the increasing changes in economic conditions, the children

especially are becoming young consumers at an early age. Children

must learn to obtain information about goods and services, understand

the psychology of selling and advertising, learn to shop wisely and

distinguish between wants and needs. They must also understand the

alternatives of conserving and saving rather than buying and

consuming. Children are spending more of their leisure time watching

television at the cost of other pursuits such as reading or sports.

With the introduction of a number of specialised satellitechannels, television enjoys a large viewership base consisting of

children. Exposure to the marketplace as young shoppers has made

most children aware of the different kinds of products that are

available. Advertisements are no doubt an important source of

information as they help to inform consumers about the availability of

different products before making their choice. A majority of the

advertisements are aimed at young children today, especially those

covering food products, beverages and cosmetics (especially

toothpaste/fairness creams). Advertising influences the food

preferences and eating habits of children to a large extent.


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Unfortunately, many advertisements make false promises, are highly

exaggerated and give incomplete descriptions of products. The media,

schools and parents along with consumer groups need to help children

develop the ability to understand the purpose of advertising.There is so much more information available to children that

they must perceive the importance of distinguishing between different

sources of information. The consumption patterns are changing fast

and children today are very clear on their choices regarding food,

clothing, cosmetics or accessories. Parents are increasingly permitting

their children to take decisions when shopping. It then becomes very

important for children to check details (for example, labels) before

buying products.

Children can be taught to shop wisely and a few simple

precautions will ensure that they choose the right product at the right

price. It is but natural that parents wish the best for their children, and

strive hard to fulfil their demands. But this is not always a good idea as

it affects both the parents and children in a negative way in the long

run. Consumer education also involves environmental education as it

deals with the importance of conserving (natural resources) and

sustaining (recycling and reusing) the environment, including the

direct health effects of environmental pollution and toxic products on

consumers. Schools must incorporate consumer education into schoolcurricula as it is important to impart the practical skills and critical

ability needed to cope with social and economic changes. Anyone who

consumes goods is a consumer. Consumers get exploited in the market.

They respond to advertisements and buy goods. Generally

advertisements do not give all the information that a consumer needs

knows or wants to know about a product.

DEFINITION

Consumer awareness is making the consumer aware of His/her

rights Consumer awareness it a marketing term. It means that

consumers note or are aware of products or services, its characteristics

and the other marketing P's (place to buy, price, and

promotion).Usually commercials and ads increase consumer

awareness, as well as "word of mouth"(a comment from someone you

know about a product or service).


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1 Need:

We need it so we will not be misled by producers, it explains if

what we buy is worth tour money. And not harmful to us and toenvironment .Many people are ignorant of their rights to get protected

against the exploitation by so many others. So when there is a forum

for such redress of grievances there seems to be no such exploitation

by many; and becomes a rare one. So in order to get a clear picture of

the level of exploitation of consumers, the awareness is required.

2. Role of producers

Proper labelling, full information, health warnings, handling

information, expiration data set. keep to requirements, norms,

standards label products according requirements, providing true facts

They have to produce and deliver the goods/services of right quality at

right price at right time at right place at right quantity with right face If

they are providing a service they should carry it out with due skill and

care. They must also make sure that any materials they provide as part

of this service are fit for the purpose. It is also illegal for a supplier to

cut off, or threaten to cut off, supply to are seller (wholesale or retail)because they have been discounting goods or advertising discounts

below prices set by the supplier.

Some of the common methods of exploitation are

1. Under weight and under measurements not measured or

weighed correctly

2. Substandard Quality defective home appliances and

medicines beyond expiry date

3. High pricescharging above the retail price.

4. Duplicate Articlesselling fake items in the name of the

original

5. Adulteration and Impurityis done to get higher profits


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6. Lack of safety Devicesabsence of inbuilt safe guards in

appliances

7. Artificial Scarcityhoarding and black marketing

8. False and Incomplete Informationmisleading information

on quality, durability, and safety.

9. Unsatisfactory after sales Servicehigh cost items like

electronics and cars require constant and regular service.

10. Rough behaviour and Undue conditionsharassment in

getting LPG connection or a telephone connection.

Factors causing exploitation of Consumers

1. Limited Informationproviding full and correct information

will help in the choice

2. Limited Supplieswhen goods and services are in short

supply then price shoots up

3. Limited Competition.single producer may manipulate the

market in terms of price and stocks.

4. Low Literacy.illiteracy leads to exploitation. Hence

Consumer Awareness is essential.

RISE OF CONSUMER AWARENESS

Kautilya was one of the earliest to write in his Arthashastra

about the need for Consumer awareness and protection. With the

growth of private sector there is a greater need for discipline and

regulation of the market. Consumers must be aware of the sale and

purchase of goods, the health and security aspects also. Ensuring the

safety of food items sold in the market is essential these days. Legal

measures for consumer safety and consumer awareness must be

uniform, and transparent in terms of prices, quality of goods, and

stocks. Consumers must have the tools to combat malpractices and

protect their rights.


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RIGHTS AND DUTIES OF CONSUMERS

As codified under the Indian Laws the Consumers have the following

Rights

1. Right to Safetyto protect against hazardous goods2. Right to be informedabout price, quality, purity3. Right to chooseaccess to a variety of goods andservices at competitive prices.4. Right to be Heardconsumers interest and welfare

must be taken care of

5. Right to seek Redressedprotection against unfairtrade practices and settling genuine grievances.

6. Right to Consumer Education.Knowledge aboutgoods and issues related to consumers.

Duties

1. Get a bill for every important purchase and also the Warranty

card

2. Check the ISI mark or Agar on the goods

3. Form consumer awareness groups

4. Make a complaint on genuine grievances.

5. Consumers must know to exercise their rights.


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1.3) CONSUMER PROTECTION MEASURE1. Legislation concerning Consumer Rights.

The Consumer Protection Act 1986 provides for consumer

disputes redressed at the stateand national level. With the help of this

law the agencies can solve grievances in a speedy, simple and

inexpensive manner. A separate department of consumer affairs was

set up at the state and central government. A three tier system of

consumer courts at the National, State and District levels were set up.

These agencies have done good work by handling lakhs of cases.

2. Public Distribution System

To protect the poor from price rise and black marketing the

government food security to the poor by supplying essentials through

the ration or Fair price shops.

3. Standardisation of Products

This is done to assure the quality of products. The ISI stamp on

goods is placed by the Bureau of Indian standards. This caters to

industrial and consumer goods. These goods can be trusted to confirm

to specific standards. Agar is meant for Agricultural products. At the

International level the International Organization for Standardization

(ISO) located in Geneva sets common standards. The FAO and WHO

provide food standards.

4. Legal formalities for filing a complaint

The complaint can be written on plain paper. The supporting

documents like the warranty card must be attached. A lawyer is not

required. We can argue our case.


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1.4) RELATED LITERATURES:Following papers such as Berry et al. (1995), the literature on

aggregate discrete choice models of demand typically assumes that

consumers are aware of all products in the market and maximize theirutility by choosing among them. However, an extensive marketing

literature acknowledges the lack of realism of this assumption.

Consumers face a restricted number of alternatives (Hoyer (1984),

Mitra and Lynch (1995)) that may vary over time and react the

marketing strategy of the rm (Allenby and Ginter(1995), Siddarth et al.

(1995)). Furthermore, by not accounting properly for the restricted

number of alternatives that a consumer faces, researchers may

underestimate the impact of marketing strategies (Bruno and Vilcassim

(2008), Draganska and Klapper (2011)).A growing strand of the literature has focused on the

determinants of the consumer choice set or the subset of products from

which the consumer selects the one to purchase. Many papers have

tried to infer how these choice sets come about using survey data.

Bronnenberg and Vanhonacker (1996) model choice sets as arising

from the salience of a product (or brand). Consumers are more likely to

incorporate a product in their choice set if they have purchased it in the

past or if it becomes more visible, such as, through price promotions or

a more prominent shelf placement. Roberts and Lattin (1991)

distinguish between awareness sets and choice sets. Whereas an

awareness set might arise as a result of rms' strategies, for example

through advertising expenditures, the choice set is shaped by consumer

decisions. In their model, consumers simultaneously choose, among

products they are aware of, to invest in learning about the ones that ex

ante are expected to lead to the highest expected utility. Kim et al.

(2010) understand the choice set as the result of a process of sequential

search. We choose to abstract away from the role of consumers in

actively determining choice sets and, instead mimicGoeree (2008) or

Draganska and Klapper (2011), who regard the choice set as a result ofrms' advertising decisions.

Advertising expenditures a ect not only the consumers' choice

set but also the utility that they may obtain from purchasing a product.

However, it is seldom the case that choice sets are available to

researchers as in Draganska and Klapper (2011). Without this

information, separating the two e ects of advertising is challenging

from an econometric 5point of view. Several strategies attempt to

resolve the challenge. One of them, used in papers such as Ackerberg

(2001) or Narayanan and Manchanda (2009), is to use a proxy for the

choice set such as the previous purchasing decisions, mainly of


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frequently bought experience goods. Functional form assumptions

have also proved useful in some situations (Bronnenberg and

Vanhonacker (1996),Siddarth et al. (1995), Van Nierop et al. (2010)).

We have access only to aggregate sales data and therefore rely mainlyon this last alternative.

In their study of the mature German coffee market, Draganska

and Klapper (2011) regard the e ect of advertising over the choice set

of a consumer to be essentially static. To separate the two e ects of

advertising they rely on a combination of aggregate information and

data on individual choice sets from consumer surveys. In our model,

instead, identification is based on the analysis of the dynamic eects of

advertising that operate over the choice set of consumers after a

product is rst introduced in the market. To the best of our knowledge,

we are the first evaluation of the dynamic effect of advertising that

comes from variations in the choice set in the context of aggregate

discrete choice models of demand.

Goeree (2008) estimates a model for the personal computer

market that considers the supply side of the market in order to deal

with the endogeneity problem. As in our case, she does not observe

individual choice sets. As a result, introducing variation in the

consumers' choice set creates a dimensionality problem in the model,

arising from the high number of possible choice sets.4 One of her

contributions is to provide a strategy to overcome these problems andmeasure the effect of advertising on the inclusion of a product in a

choice set. Whereas she focuses on the static effect of advertising and

abstracts from the effect that it might have on consumer utility, we

consider both effects of advertising, study the dynamic implications for

awareness, and provide an identification strategy to disentangle the

different effects. To also accommodate the dynamic dimension of

advertising necessary for this identification, we propose a

generalization of Goeree's estimation strategy.


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CHAPTER 2

ORGANIZATIONAL PROFILE

2.1) INTRODUCTION:

Titan Industries Limited is the world's fifth largest wrist watch

manufacturer and India's leading producer of watches under the Titan, Fast

track, 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). 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 manufacturing

facilities in Hosur, Dehradun, Goa and manufactures precious jewellery under

the Tanishq brand name, making it India's only national jewelry brand.

2.2) COMPANY PROFILE:

Titan Industries Limited Titan Industries

Type : Public

Industry : Luxury goods

Founded : 1987

Headquarters : Bengaluru, India

Area served : Global

Key people : VikramKapur (Chairman)

BhaskarBhat (MD)

Products : Watches/accessories, jewellery, precision

Engineering and Eyewear

Revenue : INR8,942crore (US$1.63 billion) (2012)

Net income : INR601 crore (US$109.38 million) (2012)

Employees : 6,000

Parent : Tata Group

Tamil Nadu Industrial Development Corporation

Website :www.titan.co.in
http://www.titan.co.in/http://www.titan.co.in/http://www.titan.co.in/http://www.titan.co.in/


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2.3) WATCH DIVISION:

Titan Watch division was started in 1987. At launch it was the third

watch company in India after HMT and Allwyn. Titan formed a joint venturewith Timex, which lasted until 1998, and set up a 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 and Singapore. In October 2012, Titan

partnered up with Zee Watch Group, becoming the sole distributors of Titan

watches in the Americas. 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 branded as Titan Edge.[5] Produced indigenously after

four years of research and development, the Titan Edge has a total thickness of

3.5 mm and a movement of 1.15 mm. Apart from the Titan Edge, Titan also

offers Steel, Regalia, Raga, Fast track, Technology, Nebula, Bandhan, Sonata,

Octane, specialR. Fast track is a popular brand among youth in India. Fast

track watches come in a variety of styles, shapes and colors. On 4 March

2010, Titan Industries announced the launch of its first Titan flagship store,

located at Opposite Shoppers Stop, Bandra Linking Road, Mumbai, India. The

store is spread over 2,500 sqft (230 m2) and houses more than 1500 watches

on display from Titan like Purple, Automatics, Orion, Raga, Edge, Nebula,

and many more.On November 16, 2011, Titan Industries acquired Swiss

watch maker Favre-Leuba for Euro 2 million.

HTSE TECHNOLOGY

In July 2011, Titan launched the HTSE (High Tech Self Energized)

collection of watches which run on light. According to Titan, these watchescan be charged with as low as 200 lux of light, which makes them chargeable

with light even from a candle. In its press release, the company said that

"HTSE draws its design inspiration from the most complex self-energising

bodies built by mankind space stations, satellites and spaceships. Targeted

at the tech-savvy, young urban male, this ultra-modern assortment is truly an

epitome of style and technology." These watches are at current available at

select outlets in select cities throughout the world.


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2.4) PRECISION ENGINEERING DEVISION:

Precision Engineering Division of Titan was started in 2002. It has

become one of the leading manufacturers of Precision Parts for Automotive

and Aerospace Industries.

The Diverse Product range includes pointers, dashboard clusters like

Fuel Gauge, Temperature Gauge, Gear Shift Indicators, Clocks for

Automobiles and any kind of Injection moulded Plastic parts,

Electromechanical Assemblies for automobiles, all kinds of pressed and turned

parts for automobiles. The Tooling Sector of Precision Engineering Divisionmanufactures all kinds of Press Tool, Molds, Jigs, Fixtures for various

industries.

Titan Automation Solution, a part of Precision Engineering Division is

a leading Automation Solution Provider for all kind of industries. They made

significant contributions to add value during the product development stages

of the low-cost water purifier, Tata swatch, developed by Tata Chemicals. The

Automation Solution applied its precision engineering capabilities to supplyautomation solutions for the development of special assembly presses that

enabled mass production of Tata swatch.

2.5) JEWELLARY DEVISION:

Tanishq is currently the most prominent jewellery brand of India, and

it pioneered the concept of branded jewellery and ornaments in India. The

name Tanishq has been formed by combining "Ta" (the first two letters ofTata) and "Nishk or Nishkh" (meaning gold coin or necklace in Sanskrit).

Tanishq is India's largest jewelry brand with a wide range of jewelry in

22Kt pure gold studded with diamonds or colored gems. It is the fastest

growing jewelry brand in India.[citation needed] Tanishq, established in 1995,

challenged the established family jeweler and introduced new rules in precious

jewelry; a category as old as civilization. Tanishq challenged the age-old

jeweler's word with Tata's guaranteed purity. Tanishq's initial foray into the

jewelry business was a failure though. Tanishq at first introduced 18 Kt gold

jewelry advertising 18 Kt as the 'international standard.' This less pure goldwas completely rejected by the market dominated by (purported) 22 Kt gold.


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Later on, it exploded the market with facts about rampant impurity across

India. It introduced technology-backed challenge in a category completely

governed by blind individual trust. Tanishq introduced innovations like Karat

meter, the only non-destructive means to check the purity of gold; machinemade jewellery, which offers superior finish and value to the customer and

handcrafted jewellery which is influenced by various jewellery traditions of

India.

Tanishq has set up production and sourcing bases with thorough

research of the jewelry crafts of India. The 135,000 sqft (12,500 m2).factory is

equipped with the latest and most modern machinery and equipment. The

factory complies with all labor and environmental standards, located at Hosur,

Tamil Nadu. The brand brings together the work of karigars, who specialize in

different styles of making jewelry. Karigars, who continue to be an exploitedlot with other jewelers, are paid fair remuneration and work under good

working conditions in Tanishq.

2.6) PRESCRIPTION EYEWEAR DIVISION (PEW)

The PEW business is Titan's latest retailing venture. Titan Eye +, thethird major line of consumer business from Titan Industries Ltd, ventured into

the eyewear segment in March 2007. The move was an initiative to re-definethe industry and straddle the marketplace with exacting quality standards,unparalleled in Indias eyewear industry.

Titan Eye+ offers wide range of stylish and contemporary eyewearthrough 211 exclusive optical stores across the country. Benchmarked againstthe best in the world, Titan Eye+ will herald standardization Titan Eye +, insync with Tata s principles of quality and trust, offers international quality

standards and practices coupled with various aspects such as transparency in

prices, style and contemporary design in the eyewear segment and newpractices in the highly fragmented and undifferentiated Indian optical retailsegment


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2.7) PRODUCTS:

Fast track-black-leather-strap- Fast track-steel-strap-analougeanalouge-watch-for-girls-6048sl01 -watch-for-girls-2405sm05

Fast track-steel-strap-analouge Fast track-steel-strap-analouge-watch-for-girls-2405sm07 -watch-for-girls-6062sm03


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CHAPTER NO 3

RESEARCH METHODOLOGY

3.1) RESEARCH DESIGN:

To collect data needed to address the above mentioned objectives the

exploratory research design was used.


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Exploratory research was design to describe something. It includes

surveys and facts finding enquiries of different kind. The research study is

based on collection of data and analysis to draw the conclusion.

3.2) METHODOLOGY:

The completion of research involved three phases:

First phase: Collection of Secondary and Primary data. Secondary datawere collected from books, magazines and websites, etc. And Primary

data was collected from the structured questionnaire and interview

schedule.

Second phase: Pilot study, Actual primary data collection, Editing andtabulation of data.

Third phase: Data analysis using statistical tools. Inferences,conclusions, suggestions based on data collected.

3.3) DEFINITION OF THE PROBLEM:

As we know that todays market is very competitive and full of

challenges, to expansion, company should search the market potential of

product. The size of a market in terms of revenue, number of buyers, or other

factors Estimated maximum total sales revenue of all suppliers of a product in

market during certain period. More competitors are attracted to the market as

they see the market potential to provide high profits. Competitors selling

products customers previously purchased to satisfy needs now addressed by

the new product form may be extremely aggressive ( may be entering the

maturity stage of their industries PLC) resulting in major price reduction. This

may delay the adoption of the new product form by some early majority to

know the best consumer buying behavior and demand into the minds of

consumers because always consumer says something and does something.

There are many companies manufacturing the Fast track watches into the

market, at the same time as there are many companies manufacturing idea

about thinking of consumer on whether, what, how and for whom to purchase


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Fast track watches. Therefore, research is required to measure present

consumer buying behavior at the purchase of Fast track watches. So the

researcher problem is to identify what are the criteria that prospective

customer takes into consideration before buying the Fast track watches.

3.4) OBJECTIVES OF RESEARCH STUDY:-

1) To study the awareness of Fast track watches among consumers .2) To study consumer perceptions regarding various schemes in this

category and responses towards them.

3) To study the impact of awareness on sales of Fast track Watches.

3.5) SCOPE OF STUDY:The scope of study can be as follows:

1. To study the oral care segment in Amravati region.2. To know about the various watches brands popular among

consumers in Amravati.

3. To study the customer satisfaction level for Fast track brand andtheir loyalty for the brand.

4. The study is based upon the viewpoint of consumers.

3.6) DATA COLLECTION:Data means information required in the research. There are two types of

data sources, which have been helpful to carry out the research these are as

follows:

Primary data


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Primary data are those, which are collected a fresh and for the first time.

Primary data was collected through questionnaires & Interview schedule.

Secondary data

Secondary data are those, which have already been collected by

publication of Governments, Periodicals of organization, newspaper, books, &

internet etc.

Questionnaire

The questionnaire is one of the many ways through which data can be

collected. Questionnaire is widely used by researcher to collect information on

related study. Questionnaire is a method of getting data about respondent by

asking them than by observing and sampling their behavior. Questionnaire

should be standardized, its anonymity can be assured and questionnaire should

be design to meet the simple and native language to allow the use of large

sample.

Sampling Universe

The first step in devolving any sample design is to clearly define the set

of objects, technically called the universe.

Sample universe includes users of Fast track watches.

Sample Technique

Sampling technique used for selection of sample non-probability,

Convenience sampling technique.

A convenience sample is that where the sample is selected, in part or

only a limited attempt, to ensure that this sample is an accurate representation

of some larger group of population. The classic example of convenience

sample is standing at shopping mall and selecting shoppers as they walk by to

fill out a survey. A convenience sample chooses the individuals that are easiest

to reach or sampling that is done easy. Hence, convenience sampling was usedfor the research.


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Sample Size

This refers to the number of item to be selected from the universe to

constitute a sample. The sample size is 100 users of Fast track watches. These

users are the families.

3.7) Limitation:The limitation of this study is that sometimes the male or female

respondents may not give the proper and correct information regarding the

price and used brands of Fast track watches in their daily diets.

1) The study was limited to Amravati city2) Due to limited time & money, it was not peruse to come whole entire,

hence the sample size was 100 respondents.

3)

The study was limited to one brand.

CHAPTER NO 4

DATA INTERPRETATION

The data so collected is scrutinized, tabulated and analyzed by the help of

some statistical tools and techniques and finally used for the study purpose.

Following are the major conclusions are drawn by the researchers.

Table No. 4.1 AGEWISE CLASSIFICATION OF RESPONDENTS


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Sr. No Age(in Years) Number of

respondents

1 14-19 10

2 20-25 60

3 25 & above 30

TOTAL 100

Fig. no. 4.1AGEWISE CLASSIFICATIONS OF RESPONDENTS

Interpretation

From above data it can be interpreted that, 60% of the respondent are

from the age group of 20-25, 30% are from the 25 & above and only 10%

respondents are from group 14-19.

Table No. 4.2 GENDER WISE CLASSIFICATION OF RESPONDENTS

Sr. No Gender Number of

respondents

1 Male 60

2 Female 40

10%

60%

30%

Number of respondents

14-19

20-25

25 & above


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TOTAL 100

Fig. no. 4.2GENDER WISE CLASSIFICATION OF RESPONDENTS

Interpretation

From above data it can interpret that, 60% from respondent are males.

40% are females in research process.

Table No. 4.3 QUALIFICATIION WISE CLASSIFICATION OF THE

RESPONDENTS

Sr. No Qualification Number of

respondents

1 12th

10

2 Graduation 40

60%

40%


Male Female


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3 Post-Graduation 40

4 Others 10

TOTAL 100

Fig. no. 4.3QUALIFICATIION WISE CLASSIFICATIONS OF THE

RESPONDENTS

Interpretation

From the above data conclusion was drawn that, most graduates and post-

graduates are 80% parts of whole respondents, and 10%, 10% the 12 th and

other qualified.

Table No. 4.4 AWARENESS OF FAST TRACK WATCHES AMONG

RESPONDENTS

Sr. No Aware Number of

respondents

1 Yes 60

2 No 40

TOTAL 100

0

5

10

15

20

25

30

3540

45




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Fig. no. 4.4 FACTORS AFFECTING ON BRAND DECISION MAKING

Interpretation

From the above data it can be conclude that, 60% respondents are aware about

Fast track watches and 40% respondets are unaware of Fast track watches.

Table No. 4.5 SATISFACTION OF THE RESPONDENTS

Sr. No Satisfied Number of

respondents

1 Yes 64

2 No 36

Total 100

Yes

60%

No40%



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Fig. no. 4.5SATISFACTION OF THE RESPONDENTS

Interpretati

From the above data it can interpreted that 64% user are satisfied with Fast

track watches and 36% respondeents are unsatisfied with watch.

Table No. 4.6 USE OF FAST TRACK WATCH BY RESPONDENT

Sr. No Satisfied Number of

respondents

1 Yes 40

2 No 60

Total 100

Yes, 64

No, 36

0

10

20

30

40

50

60

70

Yes No



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Fig. no. 4.6 USE OF FAST TRACK WATCH BY RESPONDENT

Interpretation

From the above data it can interpret that 60% respondent not uses Fast track

watches and 40% respondents are uses Fast track watch.

Table No. 4.7 PERCEPTION ABOUT QUALITY OF FAST TRACK

WATCHES

Sr. No Perception Respondent

1 Fully Satisfied 40

2 Satisfied 20

3 Partially Satisfied 20

4 Unsatisfied 20

Yes, 60

No, 40

0

10

20

30

40

50

60

70

Yes No



26/40




Fig. no. 4.7 PERCEPTION ABOUT QUALITY OF FAST TRACK

WATCHES

Interpretation

From the above data it can be conclude that, The perception about the quality

satisfaction in more to fully satisfied i.e. 40%, then secondly is satisfied,

Partial satisfied & Unsatisfied is holding 20% each respondents.

Table No. 4.8 SOURCES OF INFORMATION OF FAST TRACK

WATCHES

Sr. No Sources Respondent

1 Advertising 30

2 Print Media 30

3 Pomplates 20

40%

20%

20%

20%

Respondent

Fully Satisfied Satisfied Partially Satisfied Unsatisfied


27/40




4 Compaiging 20

Total 100

Fig. no. 4.8 SOURCES OF INFORMATION OF FAST TRACK

WATCHES

Interpretation

From the above data conclusion was drawn that,the respondent get mostly

from advertising & Print media, i.e. 30% each, and 20%, 20% respondents

gets information from pomplates, complaining.

Table No. 4.9 PERCEPTION ABOUT PRICE OF FAST TRACK

WATCHES


1 Expensive 50

2 Affordable 10

3 Sensitive 20

0 5 10 15 20 25 30

Advertising

Print Media

Pomplates

Compaiging

Respondent

Respondent


28/40




4 Low expensive 20

Total 100

Fig. no. 4.9 PERCEPTION ABOUT PRICE OF FAST TRACK

WATCHES

Interpretation

From the above data conclusion was drawn that, the respondents perception

about the price is more to expensive, i.e. 50%, 20% respondents says that the

price of Fast track watches is sensitive and also same percentage respondents

says Low expensive and only 10% respondents are says affordable price.

Table No. 4.10 FACTORS OF INFLUENCING OF SELECTING FAST

TRACK WATCHES

Sr. No Factors Number of

respondents

1 Best Quality 60

0 10 20 30 40 50

Expensive

Affordable

Sensitive

Low expensive

Respondent

Respondent


29/40




2 Convenience 20

3 Low price 10

4 Avilability 10

Total 100

Fig. no. 4.10 FACTORS OF INFLUENCING OF SELECTING FAST

TRACK WATCHES

Interpretation

From the above data it can be conclude that, Quality factor play major role in

selecting watches, i.e. 60% respondents see quality while purchasing the

watches, and 20%, 10%, 10% respondents see convenience, Price &

availability resp.

Table No. 4.11 RESPONDENTS INTERESTS IN USE OF FAST TRACK

WATCHES

Sr. No. Interested No. of

respondent

1 Yes 70

0

10

20

30

40

50

60




30/40




2 No 30

Fig. no. 4.11 RESPONDENTS INTERESTS IN USE OF FAST TRACK

WATCHES

Interpretation

From the above data it can be interpreted that 70% respondents are

interested to use of Fast track watches and 30% respondents are not interested

to use that.

Table No. 4.12 RESPONDENTS GIVE SUGGESTION TO ANYONE

Sr. No. Suggestion No. of

respondent

1 Yes 60

2 No 40

0 20 40 60 80

Yes

No

No. of respondent

No. of respondent


31/40




Fig. no. 4.12 RESPONDENTS GIVE SUGGESTION TO ANYONE

Interpretation

From the above data it can be conclude that, 60% respondents give suggestion

to anyone to purchase Fast track watches, and 40% respondents did not give

suggestion to anyone.

Table No. 4.13 SATISFACTION OF THE RESPONDENTS ABOUT

SERVICE OF FAST TRACK WATCHES

Sr. No. Satisfaction of

service

No. of

respondent

1 Yes 80

2 No 20

0

10

20

30

40

50

60

Yes No

No. of respondent

No. of respondent


32/40




Fig. no. 4.13 SATISFACTION OF THE RESPONDENTS ABOUT

SERVICE OF FAST TRACK WATCHES

Interpretation

From the above data it can be conclude that,80% respondents are satisfied

with the service of Fast trackWathces, and only 20% respondents are not

satisfied.

Table No. 4.14 RESPONDENTS MOTIVATED BECAUSE OF

SATISFACTION

Sr. No. Satisfaction of

service

No. of

respondent

1 Yes 80

2 No 20

Yes

80%

No

20%

No. of respondent


33/40




Fig. no. 4.14 RESPONDENTS MOTIVATED BECAUSE OF

SATISFACTION

Interpretation

From the above data it can be conclude that,80% respondents are motivated

because of satisfaction, and only 20% respondents are not satisfied.

Table No. 4.15 AMBASSADOR EFFECTS ON SALES FAST TRACK

WATCHES

Sr. No effect Respondent

1 Yes 50

2 No 50

Total 100

0

10

20

30

40

50

60

70

80

Yes

No

Yes, 80

No, 20

No. of respondent


34/40




Fig. no. 4.15 AMBASSADOR EFFECTS ON SALES FAST TRACK

WATCHES

Interpretation

From the above data conclusion was drawn that, 50% respondents think that

the ambassador effects the sales of Fast track watches, 50% respondents are

not think so.Table No. 4.16 FACTOR INFLUENCING PURCHASING FAST

TRACK WATCHES


1 Advertising 30

2 Company Image 30

3 Brand Image 30

0 10 20 30 40 50

Yes

No

Respondent

Respondent


35/40




4 Other 10

Total 100

Fig. no. 4.16 FACTOR INFLUENCING PURCHASING FAST TRACK

WATCHES

Interpretation

From the above data conclusion was drawn that, the respondent purchase Fast

track watches mostly from advertising, company image & Brand Image, i.e.

30% each, and 10% respondents purchase influence from other factor.

Table No. 4.17 APPROPRIATE AGE TO USE OF FAST TRACK

WATCHES

Sr. No Age(in Years) Number of

respondents

1 12-18 10

2 18-25 50

0 5 10 15 20 25 30

Advertising

Company Image

Brand Image

Other

Respondent

Respondent


36/40




3 25-40 20

4 40- ABOVE 20

TOTAL 100

Fig. no. 4.17 APPROPRIATE AGE TO USE OF FAST TRACK

WATCHES

Interpretation

From above data it can be concluded that, 50% respondents are says to

appropriate age uses to Fast track watches is 18-25 years, and 20%respondents are says to 25-40, and only 10% respondents says 12-18 years age

group.

Table No. 4.18 USE OF FAST TRACK WATCHES BY THE USER

Sr. No Reason Respondent

1 Status 30

2 Feel Good 30

10%

50%

20%

20%


12-18

18-25

25-40

40- ABOVE


37/40




3 Quality 20

4 Reputation 20

Total 100

Fig. no. 4.18 USES OF FAST TRACK WATCHES BY THE USER

Interpretation

From the above data conclusion was drawn that, 30% of the respondent uses

this watch because of status and feelinggood, and 20% respondents use

because of quality & reputation.

CHAPTER 5

FINDINGS, SUGGETIONS & LIMITATIONS

5.1) FINDINGS:

0 5 10 15 20 25 30

Status

Feel Good

Quality

Reputation

Respondent

Respondent


38/40




1) After conducting the research the researcher found that, In case ofbuying of Fast track watches by the consumer, the consumer see the

quality of the watch mostly.

2) Mainly men are involved in purchasing of Fast track watches.

3) Advertising is major source to get the information for buying.Advertising effects on consumer awareness than other promotional

tools.

4) 70% of the respondents use Fast track watches.

5) Researcher found that, best quality factor influencing sales of Fasttrack watches.

6)

Researcher found that, 80% respondents satisfied with uses of Fasttrack watches.

7) Researcher found that, Majority of the respondents are from the agegroup of 20-25 years.

8) From this research process, it can conclude that respondent take verymuch care status of self while purchasing Fast track watches.

9) Fast track is most popular brand preference factor of the respondent.10)Mostly respondent are satisfied with Fast track watches.

11)60% respondents give suggestion to anyone to purchase Fast trackwatch.


39/40




12)80% respondents are satisfied with the services of Fast track watchs.

13)80% respondents are wear Fast track watches to reflect their lifestyles.

14)50% respondents are says to prices of Fast track watches expensive.

15)In this research process, appropriate age to wear Fast track watches, is18-25 age groups.

16)Perception to purchasing Fast track watches advertising, companyimage, brand image is comparatively same, i.e. 30%.

17)70% respondents uses Fast track watches to reflect the lifestyle.

5.2) SUGGESTIONS & RECOMMONDATIONS:

1. Company should try to decrease the cost because more consumersbelong to the middle class.


40/40



2. Company should give more emphasize on ambassador.

3. Company should produce more models.

4. Company should try to make effective advertisement.

5.3) LIMITATIONS:

The limitation of this study is that sometimes the male or female

respondents may not give the proper and correct information regarding the

price and used brands of Fast track watches in their daily diets.

4) The study was limited to Amravati city

5) Due to limited time & money, it was not peruse to come whole entire,hence the sample size was 100 respondents.

6) The study was limited to one brand.

a project for mba marketing

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