consumer buying behaviour on titan

Group Members

Name Roll Nos.Dilraaj Singh

A – 10

Angad Singh

A – 34

Tanveer Singh

A – 40

Karan Thapar

A – 56

Zeeshan Khan

B – 24

Introduction• Consumer buying behaviour refers to

the behavior of consumers in deciding to buy or not to buy or use or not to use or dispose of or not to dispose of the products which satisfy their needs.

• CBB is what influences consumers to purchase a particular product.

• It focuses upon the need of individual, group or an organisation.

• Fifth largest wrist watch manufacturer.• Founded by JRD Tata in 1987.• Subsidiary of Tata group.• Joint venture of Tata group and Tamil Nadu Industrial Development Corporation.

• About 311 showrooms and 650 after sales service centres.

Nebula – Zeus Gold Watch

Market PositioningBRAND PURCHASING POWER (PRICE) RS. CATEGORY

FAST TRACK 550-1,430 YOUTH

EXCTA 595-1,430LOWER MIDDLE CLASS (Office wear)

SPECTRA 650-1,830 COMMON CLASS

ROYAL 960-2,830 UPPER- MIDDLE CLASS

TITAN 2000-4000LOWER MIDDLE CLASS & UPPER CLASS

SONATA 350-900LOWER MIDDLE CLASS - UPPER MIDDLE CLASS

RAGA 1,420-4,000 UPPER CLASS

BANDHAN 1,675-8,085 COUPLES

REGALIA 1,725-7770UPPER MIDDLE CLASS-UPPER CLASS

EDGE 4,500-5,200 BUSINESS CLASS

NUBULA 10,000-45,000 UPPER CLASS

CONSUMER BUYING DECISION PROCESS

Problem recognition

Information seeking

Evaluation of alternatives

Buying decision

Post purchase evaluation

Problem Recognition • Dissatisfaction with a current product or

service• Outdated • Lifestyle

Information Seeking

• Personal Sources: Friends, neighbours

• Commercial Sources: Advertising Eg: 20% off on exchange

Evaluation of alternatives• Durability:

Eg: Japanese- Citizen, Casio, Timex• Features:

Eg: Swiss- Rolex, Omega, Swatch, etc• Price:

Eg: Chinese watches, Unorganized sector/ Grey market

Buying Decision

Personal Factors• Age• Occupation• Economic Situation• PersonalityPsychological Factors• Perception• Beliefs and AttitudesAvailability & Accessibility

Other factors

• Brand name

• Price

• Appearance

• Warranty

• Technical specifications

• After sale service

Post Purchase Evaluation

• After Sales Service

• Loyalty Cards – Signet– Exclusive Offers on Watches and eye gear at The World

of Titan , Titan Watch Care Centres as well as on other premium brands

– Being the first to know about new product launches & Invites to previews

– Free Gift Delivery Service through The World of Titan– Priority Service at the Titan Watch Care Centres