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CUSTOMER PERCEPTION TOWARDS TITAN PRODUCTS
INTRODUCTION
Marketing:-
Marketing is as old as human civilization. Many people see marketing only as

advertising or selling. In reality, true marketing doesn’t involve the art of selling what you
make but knowing what to make. Modern organizations gain market leadership by
understanding consumer needs and finding solutions that delight customers. If customer value
and satisfaction are absent, no amount of advertising or selling can compensate.
The aim of marketing is to build and manage profitable customer relationship and that
is the need of the hour. Marketers around the globe must study the consumer needs and
wants, select target market they can serve best, and design product, services and
programmers’ to serve this market. They attract new customers by promising superior value,
they keep and grow current customers by delivering superior satisfaction. Marketing has gone
beyond business function, it is considered and adjudged has a distinct philosophy, in that it
guides the entire organization towards sensing, serving and satisfying consumer needs.
Marketing encompasses not only manufacturing companies, wholesalers and retailers

but also covers all kinds of individuals, organizations, lawyers, accountants and doctors. They
use marketing to manage the demand for their services. Even politicians in our country use
marketing strategy to get rates.
The organizations in this competitive era need to know how to define and segment
markets, develop attractive value propositions and build strong equity. They must also know
how to price their products or services to make them attractive and affordable. In addition
they should know how to choose and mange intermediaries to make their products available
to customers
Technological advancements, rapid globalization, and paradigm shift in economic

system that is moving away from socialism to capitalism, cross-cultural relationship and
other environmental developments are causing profound changes in the market place. The
Institute of Management Studies (Autonomous) pg. 1

marketers cannot be mute speculators in the face of rapidly changing marketing environment.
These new development and horizons signify a brand new world of opportunities for pro-
active and forward thinking marketers.
Today marketers must build and manage profitable customer relationships from the
view point of customer orientation. They should also build and manage strong brands;
harness new marketing technologies in this digital age owing to explosion of the internet
resultant business, business to consumer, consumer to consumer and business to consumer
are having dramatic on both buyers and marketers who serve them. Today marketers must
know how to leverage new compute, information, communication and transportation
technologies to connect more efficiently and effectively with the customers and marketing
partners in this new digital age.
As technological development makes the world an increasingly smaller place,

marketers must know and market their brands globally and in socially responsible ways. The
best practices in marketing of products or services will ensure the global success.

Market:-
The term market is used to mean “an aggregate of potential demand for a commodity
or service”.
“Market is a set of actual and potential buyers of a product.”
-PHILIP KOTLER
Philip Kotler also defines market as “an area of atmosphere for a potential exchange”.
Market is one which makes possible the exchange of goods or services for a consideration.
Relevance of Marketing:-
 Marketing is consumer oriented process: A business exists to satisfy human needs.
Therefore, it is essential that the organization must first find out the customer needs.
Only such goods should be produced which best satisfy consumer needs. In the words
of Levitt, instead of trying to market what is easiest for us to make, we must find out
much more about what the consumer is willing to buy.
 Market starts and ends with the customers [c2c]: Marketing starts even before
production starts under consumer oriented marketing, it is essential to understand
what customers really want, understanding of customers wants is possible only when
the information is collected from the customer regarding their taste, fashions, buying
habit, etc. therefore, establishment of proper information system is essential for the
success of marketing function. Marketing research helps the organization to
understand customer wants; reliable information helps the organization to produce
right type of goods that are needed by the customer.
 Marketing is the guiding element of business: In the past marketing was considered
as a function concerned with getting goods and services into the hands of the
customer. Today marketing is much more than this, modern marketing is a function
directed towards economic development of the country and in raising the standard of
living of the people. Modern marketing involves the integration of various activities

involved in marketing process. The responsibility of modern marketing is to research

customers at a maximum speed with minimum cost.
 Marketing is a system: Marketing has been viewed as an ongoing or dynamic

process involving a set of interacting and interrelated activities to reach customers. It
receives inputs from the environment in the form of valuable in formation. Using this
valuable information, organization supply the desired products and services to satisfy
the customers’ needs and thereby earn profit.
 Marketing is a goal oriented process: Marketing seeks to achieve some useful goals
like any other business activity. The very basic aim of marketing is to generate a
considerable amount of profit through customer satisfaction. Increase in volume of
sales, increase in profit and increase in growth are the three objectives of marketing.
While attaining this objective, organizations should assume social responsibility to a
great extent.
 Marketing is a process of exchange: Marketing is essentially a process of exchange

of goods and services or exchanges between the buyers and sellers. Goods and
services are handed over to the buyers by the organization and the customers in turn
give the money to the organization. One more important exchange observed in
marketing is information, marketing information is exchanged between the buyers and
the sellers. Information is power. Information is the foundation of which the
organizations success depends.
 Marketing is a process: marketing involves various functions to be performed in an

order. Various activities should be properly related. This process should be flexible.
Any changes in social and environmental factors influence the marketing process.
Relevance of Marketing
Consumer Starts and Guiding It's a goal

Process of
Oriented ends with Element of It's a System oriented
Exchange
Process Customers Business process

Approaches to the study of Marketing:-
Five basic approaches are commonly used to describe the marketing system. Commodity
approach, functional approach, institutional approach, managerial approach, and system
approach.
1. Commodity approach: Under the commodity approach we study the flow of a

certain commodity and its journey from the original producer right up to the final
consumers.
2. Functional approach: We concentrate our attention on the specialized services or

functions or activities performed by marketers.
3. Institutional approach: Under the institutional approach, main interest center round
the marketing information or agencies such as wholesalers, retailers, transport
undertakings, banks, insurance company, etc.
4. Managerial approach: Combines certain features of commodity, institutional and

functional approach.
5. System approach: A system is set of interaction or interdependent groups

coordinated to form a unified whole and organized to accomplish a set of objectives.
In the model of system approaches we have objectives, input, processor, output,
feedback. The objectives direct the process
Commodity
System Functional
Approaches
Institutional Managerial

Consumer Behavior:-
Consumer behavior is defined as the behavior that consumers display in searching for
purchasing, using, evaluating and disposing of products and services that they expect will
satisfy their needs. Consumer behavior focuses on how individual make decisions to spend
their available resources on consumption related items. That includes what they buy, why
they buy it, when they buy it, where they buy it, how often they use it, how they use evaluate
it after the purchase and the impact of such evaluations on future purchases and how they
dispose of it.
As individuals all differ in many ways in likes, dislikes, attitudes, cultural
background, income level, etc. Despite such differences, there is a common factor among all
of us. We buy, use or consume regularly food, shelter, clothing, transportation, education,
equipment, necessities, luxuries, services and even ideas. As consumers, we all play an
important role in the overall health of the economy. The buying decisions we make affect the
demand for basic raw materials, for transportation, for production, for banking, etc. They also
effect the employment of workers and the deployment of resources, the success of some
industries and the failures of others.
Buyer behavior model:-
Consumer behavior is a very complex subject because the needs, wants and demands of
human beings are innumerable. The buyers are also influenced by various internal and
external factors. Consumer behavior studies, therefore depends on all major social sciences
like economics, psychology, sociology and anthropology. The influence of this social science
has prompted marketing experts to propound certain consumer behavior models for
explaining model behavior. They are:-
1. The Economic model: The economics of consumer behavior views the buyer as a
rational man and his buying decisions will only be concerned with utility. Deriving
maximum utility from products using his resources will be the economic man’s sole
objective.
2. The Learning model: The learning model takes its cue from the Pavalovian stimulus-
response theory. According to this model, buyer behavior can be influenced by
manipulating the drives, stimuli and response of the buyer. This model is based on

man’s ability to learn, forget and discriminate.
3. The Psycho-Analytical model: This model is founded on Freudian psychology.

According to this model, the individual consumer has a complex set of deep seeded
motives that drive him towards certain buying decisions.
4. The Sociological model: According to the sociological model, the individual model
buyer is influenced by society. He is influenced by intimate groups and social classes.
5. The Howard-Sheth model: This is a model of buyer behavior totally different from
the marketing view point. The buyer is analyzed here as a system with stimuli has the
input into the system and behavior has the output of the system. In between the inputs
and the outputs, there are variables affecting perception and learning.
Economic
Model
Buyer
Howard- Learning
Sheth Model Model
Behavior
Model
Psycho-
Sociological
Analytical
Model
Model

Factor influencing Consumer Behavior:-
Consumer Behavior is influenced by cultural, social, personal and psychological

characteristics.
1. Cultural characteristics:
 Culture: Cultural factors like the buyer’s culture, sub culture and social class
exert the broadest and seep set influence on consumer behavior. Culture is the
most fundamental determinant of person’s wants and behavior. As a person
grow up in society, he learns a basic set of values, perceptions, preferences
and behavior through a process of socialization involving the family and other
key institutions. Marketing people look for cultural shift to find out new
products that may be demanded concerned about health and fitness.
 Sub-Culture: The main culture includes smaller groups of sub-cultures within
its fold that provide more specific identification and socialization for its
member sub-culture like nationality, groups, religious groups, racial groups,
communities and geographical various have distinct characteristic life styles.
 Social classes: Social classes are homogenous social stratifications in society

whose member share similar values, interest and behavior. Upper class,
middle class, lower middleclass, and lower class are such social classes. Social
class is determent by occupation, income, education, etc. consumers within a
social class may have similar buyer behavior and product and brand
performance.
2. Social characteristics: Social factors like consumers reference groups, family, social
roles, status also influence buyer behavior.
 Reference groups: Reference group influence buyer behavior very strongly.

Membership groups can be primarily groups which have direct influence like
family, friends, neighbor and coworkers. Secondary groups can be religious
organizations and trade union. Marketers identify opinion leaders and make
direct marketing efforts towards them. Members of groups watch their leader’s
style and behavior and try to emulate them.
 Family: Members of the buyer’s family can exercise a strong influence on the
buyer’s behavior. The family consist of parents, spouse and children.
Marketing people are interested in the roles and influence of the husband, wife

and children on buying decision. Decision makers, in case of some goods and
services, will be husband oriented, wife dominant and equal.
 Roles and status: A buyer may belong to many groups at the same time, like
family, clubs, and associations. His position in each group will be specified by
his role and status. Such roles and status will also influence some of his
buying decisions.
3. Personal characteristics: : Buyer behavior is also influenced by the buyer’s personal

characteristics, notably his or her age and life-cycle stage, occupation, economic
circumstances, life style, personality and self-concept.
 Age and Life-Cycle stage: The needs, wants and demands for goods and
services change in the buyer’s life time. Buyers taste in food, clothes, furniture
is related and likely to change. Family lifestyle consists of stages like young
singles, newly married, married with children, elderly couple living alone or
single parents consumptions is shaped by the stage in which the buyers
present.
 Occupation: Buyers consumption pattern is also influenced by his occupation.

A factory worker may buy work clothes, work shoes, lunch box, while a
company executive may buy expensive suits, watches, travel accessories,
tickets for air travel, luxury cars, etc.
 Economic Circumstances: Economic circumstances of the buyer will affect

his protect choice. This consists of his spendable income, savings and assets,
borrowing power and attitude towards spending and saving.
 Lifestyle: Lifestyle is an individual way of living, which is reflected in his

activities, interests and opinions. Consumers with the same cultural, sub
cultural, occupational and social class background could have varying
lifestyles. This is a factor that has to be thoroughly studied by marketing
people.
 Personality and self-concept: Personality is the persons distinguishing

psychological characteristics that lead to relatively consistent enduring
responds to his or her own environment. It is described in terms of such traits
like self-confidence, dominance, autonomy, sociability, defensiveness and
adaptability.

4. Psychological characteristics: Motivation, perception, learning, beliefs and attitudes

also influence buyer behavior.
 Motivation: Boyer’s needs are normally biogenic and psychogenic. When

they are aroused to a sufficient level of intensity they become motives, urging
the buyer to seek satisfaction. Abraham Maslow explained the driving force of
people’s needs as consisting of a need hierarchy. This included physiological
needs, safety needs, social needs, esteem needs and self-actualization needs.
 Perception: Once motivated, how the motivated buyer acts is influenced by

his or her perception of the situation. That is, how the buyer receives, selects,
organized and interprets information. Buyers can emerge with different
perception of the same stimulus object because of three perceptual processes –
selective exposure, selective distortion and selective retention.
 Learning: Buyers learn through their action. Learning involves changes in the
buyer’s behavior as a result of his experiences. The buyers learning is
produced through his interplay of drives, stimuli, responses and reinforcement.
 Beliefs and attitudes: People beliefs and attitudes also influence the buyer
behavior. Beliefs may be found on knowledge, opinion. Attitudes reveal the
judgments, feeling and tendencies of the buyer towards an objects or an idea.
Marketers should try to fit their product offerings into the buyers existing
attitudes rather than trying to change attitudes, which is a difficult task.

Consumer Perception:-
Introduction:-
As we are being different individuals tend to see the world in our own special ways.
Individual act and react on the basis of their thinking, nature and philosophy of life not on the
basis of reality. For understanding consumer behavior, one must try to understand his
perception.
 Every individual perceives the world through his own perception. “Because individual
make decision and take action based on what they perceive to be reality, it is
important that marketers should understand the whole implication of perception and
its related concepts. So that can more readily determine what factors influence
consumers to buy.
 The world as we see is different than what it is in reality. Once year as per ones
perception, not what really set?
 People working in an organization differ in their action due to difference of opinion.
 It is a source of one’s knowledge about the world.
 Every individual perceives the world through his senses like hearing, touch, smell,
and sight, awareness of heat, cold, pain and pleasure.
People working in an organization differ in terms of physical feature like age and sex,
background characteristics like training and education and one’s personality traits like
aggressiveness, submissions, optimistic. All these factors helps in the formation of one’s
perception.
Meaning of Perception:
“Perception includes all those process by which an individual receives information about his
environment – seeing, hearing, tasting, feeling and smelling”.
-JOSEPH REITZ.

Nature of Perception:-
In fact perception refers to the manner in which an individual experiences the world
as every individual approaches the life differently.
One hears, as per ones perception, not what really said. People buy what is best to
them, not what is best. It is due to perception that a particular job may appear good to one and
bad to another.
An individual’s own needs, objectives, problems, interests and background controls his
perception in each situation. Every individual has a perceptual world that he’s selective and
partially concentrating on his interest and likings.
o Understanding the difference between the perpetual world and real world is important
to the study of consumer behavior as well as human relations.
o People’s perception is determined by their needs as for instance mirrors at amusement
park distort the world in relation to their tension.
o In fact perception is more important for the manager who wants to avoid making
errors. While dealing with people and events in the work policies. In order to deal
subordinates effectively, a manager must understand their perceptions properly.
o There is difference between perception and sensation. Sensation is the response of a
physical sensory organ but perception is more than just a sensation.
Factors affecting Perception:-
1) INTERNAL FACTOR:
a. Need and desire: Prof. Maslow has given needs hierarchy what effects
individual perception like basic need, safety and security needs, love and
affection needs, ego and esteem needs and finally self-fulfillment needs.
b. Personality: One’s personality has got deep impact on one’s perception like:-
 Individuals who have strong and secure personality perceive others as
warm and secure.
 Individual weak in certain aspects tends to find faults in others.
 Self-accepting individuals perceive themselves as liked, wanted and
accepted by others.
 Person having confidence and faith in their individuality perceive
things favorably.

2) EXTERNAL FACTOR:
a. Size: Size takes that larger the object, the more likely it will be perceived.
Bigger machine, larger building and pictures get more attention than smaller
ones.
b. Intensity: Intensity, normally attracts to increase selective perception. Strong

and high intensity likes leads to high perception while doing “neon signs
advertisements”.
c. Motion: The principle of motion states that people will pay more attention to
moving objectives in the field of vision.
d. Repetition: Generally repeated external stimulus attracts more attention than a

single time.
e. Status: It is seen that one’s perception is also influenced by the status of

perceiver.
f. Contrast: The contrast principle states that external stimuli which stand out
against the background will attract more attention.
3) STIMULUS FACTOR:
a. Similarity: The principle of similarity states that the greater the similarity of
the stimuli, the greater tendency to perceive them as a common group.
b. Proximity: Things being equal, things near to each other tend to be perceived
as belonging together.
c. Principal of Continuity: The principle of closure and continuity emphasis

that an individual tends to fill gaps in complete pattern of stimuli in ways that
make them meaningful.
d. Principle of Context: In the perception the principle of context is of immense

importance. Different words, symbols, gestures, pose, etc. have got different
meaning in different context.

Perceptual Process:-
Perceptual process is a complex concept through which people process information

into decisions and attention. It is a way of impression about oneself, other people and daily
life experience.
It is process through which people receive, organize and interpret information from their
surroundings and environment. The perceptual process has got mainly 4 stages. They are:-
1. Input stage
2. Processing stage
3. Output stage
4. Behavior stage
1) INPUT STAGE: There are many things in the environment through which perceiver
are effected like information, objects, events and people and this is known as input.
2) PROCESSING STAGE: It involves:

a) Confrontation
b) Registration
c) Interpretation
d) Feedback
e) Reaction
In fact perception starts when an individual is confronted with a stimulus
situation.
Under second stage of registration there is involvement of physiological
mechanism. To sensory physiological ability is to see and hear which effect
one’s perception
In third stage of perceptual interpretation deal which interference has drawn
observed meaning from perceived events or objects?
Then the fourth stage of feedback is important for interpreting the perceptual
data. Psychological feedback like facial expressions, change in tone of voice
and rose eyebrow is likely to effect and individual behavior at work.
Finally perception ends in reaction which may be positive and negative.
3) OUTPUT STAGE: Due to perceptual input and processing mechanism there is

perceptual output which an individual gets in the form of changes in one’s attitude,
opinion, beliefs, feelings, etc.

4) BEHAVIOR STAGE: The perceiver behavior is shaped by the perceived outputs i.e.
change in attitude, behavior, opinions, belief and approach.
Characteristics of the Perceiver:-
 One’s needs and motives: Perceiver’s needs and motives effect his perception. A
need is a feeling of tension when one thinks he is missing something.
 One’s beliefs: An individual’s beliefs have got a deep effect on one’s perception.
A fact is conceived not on what it is but what a person believes it to be.
 One’s past experience: One’s past experience good or bad, effects the one’s
perception.
 One’s expectations: It is the expectations which effect the perception of a person.

In an organization technical, non-technical, financial and non-financial people
have got different expectations and perception.
 Current psychological state: An individual psychological and emotional and

mental setup may influence how he perceives the things.
 One’s Self-concept: In fact one’s self concept plays an important role in

perceptual selectivity.
 Situation: The situation in which an individual sees the objects deeply effects
one’s perception.
Dynamics of Perception:-
 Sensation – Immediate and direct response of the sensory organs to the stimuli.
 Stimulus – Any unit of input to any of the senses.
 Sensory Receptors – Eyes, Ears, Nose, Tongue and Skin.
 The Absolute Threshold:-
o The lowest level at which an individual can experience a sensation. [Detecting
difference between “Something” and “Nothing”.
 Sensory Adaption:-
o Getting used to Senses.

 The Differential Threshold:-

o Minimal difference detected between two similar stimuli.
o Ernest Weber 19th Century.
 Marketing Applications:-
o Negative changes are not readily seen (price rise, reduce in quantity).
o Positive changes are clearly seen.
Elements of Perception:-
 Perceptual Selection
 Perceptual Organization
 Perceptual Interpretation
Perception Selection:-
Consumer are by nature selective, they unconsciously exercise a great deal of

selectivity as regards different stimuli present in the environment. There are a number of
stimuli in the environment and the individual cannot perceive all of this.
Factors affecting Perceptual Selection:-
1. Nature of Stimuli: There are numerous marketing related stimuli that effect
consumer’s perception. Such as type of product, physical feature, packaging, color,
brand name and advertisement.
2. Motives: In fact a motive perceives things. The stronger the need, the greater the
tendency to receive related stimuli and ignore the unrelated stimuli in the
environment.
3. Expectations: It is generally seen that people see what they expect to see and they
expect to see what they used to see based on their past experience.

Selective Perception:-
 Selective Exposure – People look for pleasant and sympathetic messages and avoid
painful or threatening ones.
 Selective Attention – People look into ads which will satisfy their need.
 Perceptual Defense – People avoid Psychologically threatening ones. Hence
constantly change the ad nature. [Smoking – warning with words, and now images]
 Perceptual Blocking – People block stimuli which is bombarded.
Perceptual Organization:-
 People see everything as a whole.

 Gestalt Psychology.
 Figure and Ground
 Grouping
 Closure
Figure and Ground:-

Grouping:-
Closure:-

Perceptual Interpretation:-
 Stimulus are often highly ambiguous or weak.

 Stereotypes.
 Physical Appearances.
 Descriptive terms.
 First Impression.
 Halo Effect.
Stereotypes:-
 People carrying biased pictures in their minds of the meanings of various stimuli.
 People hold meaning related to stimuli.
 Stereotypes influence how stimuli are perceived.
Problematic Ad of United Colors of Benetton:-

Physical Appearances:-
 People associate quality with people in the ads.

 Attractive models have positive influence.
 Colors of Juices.
 Shape of the Package.
For example: Which one is orange juice?
Descriptive Terms:-
 Stereotypes are reflected in Verbal Messages.

o Accenture – High Performance, Delivered.
o KFC – Finger licking’ good!
o Mc Donald’s – Happy Meal! (targeting Indians who are price conscious)
First Impressions:-
 First impressions are lasting.

 The perceiver is trying to determine which stimuli are relevant, important or
predictive.

Halo Effect:-
 Consumers perceive and evaluate product or service or even product line based on
just one dimension.
 Important with spokesperson choice.
 Tampering the Halo Effect is detrimental to the organization.
 For Example:-
o Toyota – Quality.
o Ford – Safety.
o Sony – Music.
o Samsung – Android.
The Halo Effect helps Adidas break into new Product Categories!!!
Consumer Imagery:-
 Consumers perceived images about the product, services, prices, product quality,
retail stores and manufacturers.
 People buy the product to enhance their self-image (relating themselves to the
product).

Positioning:-
 Image of the product in the minds of the customer is also called as POSITIONING.
 Image of your product gear up your sales, but the product should also deliver its
performance or quality.
 Product Benefits should be focused more than its physical attributes.
Umbrella Positioning:-
 Nicolo Pome, UK marketing director for Nivea’s parent Company Beiersdorf, said
“We wanted to find a more relevant role for the Nivea brand in our target
markets’ minds”. The awareness of the Nivea brand is vast but we needed to find a
way to engage with the audience to a greater degree.
 An umbrella strategy is Marketing practice that involves selling many related
products under a single brand name.
 For Example: LION.
Positioning Products and Services:-
Model of Strategic positioning:

Typology of Strategic Positioning:-
 Top of Range – Upper Class – Rolls Royce

 Service – Impressive Service – Pizza Hut – 30 Mins
 Value for Money – Affordability – Megamart
 Reliability – Durability – Lakshmi Grinders – 7 years Warranty
 Attractive – Cool – Elegant – Mercedes, Bournville
 Country of Origin – Patriotism – Amul – The Taste of India
 The Brand Name – Leaders in the Market – Apple, Sony
 Selectivity – Discriminatory – Nano, Mac Book Air
Perceptual Mapping:-
Positioning of Services:-
 It’s difficult to position a service because it’s intangible.

 Only image differentiation helps to position better among their competitors.
 Examples: - Flipkart.com – Reliable, Pizza Hut – Fast in Delivery.

Perceived Price:-
 Perceived price should reflect the value that the customer receives from purchase.
 Perceived price reflect on Purchase intentions and Purchase Satisfaction.
 Reference Price:-
 Internal – From Customers Memory
 External – From Companies and Environment.
Perceived Quality:-
 Intrinsic Cues – People actually experience the product here. Physical Attributes of
the product. E.g.: Shape, Size, and Color.
 Extrinsic Cues – Absence of Actual Experience with a product.
 Consumer often “evaluate” quality on the basis of factors quite external to the
product itself, such as its price, the image of the store(s) that carries it, or the
image (that is, the reputation) of the manufacturer that produces it.
Price/Quality Relationship:-
 Most consumers rely on price as an indicator of product quality.

 Consumers use price as a surrogate indicator of quality when they have less
information of the product. E.g.:- Purchase of apparels of a new brand.
 When consumers are familiar with the product or have used it before price declines as
a determining factor in evaluation.
Perceived Risk:-
The uncertainty that consumers face when they cannot foresee the consequences of their
purchase decisions.
Types of Risk:-
1. Functional
2. Physical
3. Financial
4. Social
5. Psychological
6. Time

Handling Risk:-
 Consumers seek information.

 Consumers are brand loyal.
 Consumers select by brand image,
 Consumers rely on store image.
 Consumers buy most expensive model/
 Consumer seeks reassurance.

RESEARCH DESIGN
“Research Design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to search purpose with economic in procedure”.
-CLAIRE SELITZ.
Title of the Study:-
“CUSTOMER PERCEPTION TOWARDS TITAN PRODUCTS BY TITAN

INDUSTRIES”.
Statement of the Problem:-
This study is to analyze the customer perception towards Titan Products by Titan
Industries. The study not only helped find the perception of the consumers but also helped to
obtain suggestions for improvement of the products which will help the Company in
maximizing their profits and expansion of their Company and even create brand awareness.
Scope of the Study:-
The study is conducted for consumers of Titan Products who are dispersed in different
areas of Bangalore. Because of the variation in consumer’s needs preference and purchase
actions, the scope of the study was wide and large but the number was limited.
Objectives of the Study:-
 To analyze consumer perception towards Titan Industries.

 To identify the sources of awareness of Titan Industries.
 To know the parameter influencing the purchase decision of Titan products.
 To identify the marketing strength of Titan Industries.
 To obtain suggestion for the improvement of the product and services of Titan
Industries.

Purpose of the Study:-
 The study helps the company to understand the consumer’s perception of Titan
Industries.
 The study also helps the management to obtain suggestion regarding product
improvement and services.
 The study helps to understand the consumer’s attitude towards Titan industries.
 It also studies Titan Industry’s position in the market over its competitors.
Research Methodology:-
The main strength of the study depended on the study on the process of collecting,
synthesizing and analyzing information, which had a bearing on the defined problem. The
method employed in the investigation depends on the purpose and scope of enquiry.
The research procedure covers the following:-
1. Primary Data: Primary data were generated in an investigation with the help
of questionnaire.
2. Secondary Data: Secondary data collected from internet, articles, journals,
websites and magazines.
Sources of Data Collection:-
The study dwelled upon the primary information collected from the responders i.e.
consumers.
Secondary information in relation to theoretical aspects and concepts derived from

publication has been used to strengthen the Analysis.
Sampling Design:-
 Sample Size: The number of samples chosen was 100.
 Sample Frame: It includes variety of products of Titan Industries.
 Sample Techniques: Simple random sampling method was adopted.
Plan of Analysis:
 Data collected through questionnaire were tabulated and each question was dealt
separately.
 Graphs and Charts were made to make it easier to understand.

Operational Definitions:-
 Marketing: Marketing is the process of planning and executing the conception,

pricing, promotion, and distribution of ideas, goods, services to create exchanges that
satisfy individual and organizational goals.
 Market Research/Survey: It is a key to the evolution of successfully marketing

strategies and programs and an important tool to study buyer behavior, changes in
consumer life styles, brand loyalty, research objectives, research design, source of
data, data collection, data analysis and final report and presentation.
 Distribution: It is an element of the marketing mix involving all aspects of getting

products to the consumers in the right location at the right time.
 Positioning: It means planning the market position that wishes to occupy.
 Brand: A brand is a name, sign, term, symbol or logo or a combination of them all
intended to identify the goods or services of one seller or group of sellers to
differentiate them from those of other similar products.
 Brand Awareness: Brand Awareness is the consciousness by the public of a brand

existence and qualities. In other words, brand awareness is the ability of a potential
buyer to recognize or recall that a brand is a member of certain product category.
 Pricing: Pricing is equivalent to the total product offering. This offering includes a
brand name, package, product of benefit, services after sale, selling credit and so on.
 Packaging: It may be defined as the general group of activities in the planning of a

product. This activity concentrates on formulating a design of the package and
producing an appropriate and attractive container or wrapper for a product.
 Consumer: Consumer is a person who has utility for a particular product, which he or
she pays for it.
 Perception: The process by which individual organize and interpret their sensory
impressions in order to give meaning to their environment.

Tools and Techniques:
 Graphs
 Questionnaires
 Pie Chart
 Bar Chart
Limitation of the Study:
1. The sample size is limited to 100 due to time limit.

2. The results are based on the assumptions of the information provided by the
respondent is correct.
3. Due to time constraints depth analysis was not possible.
4. The data for the project was conducted from the opinion of the customer in market.

COMPANY PROFILE
Titan Company is the organization that brought about a paradigm shift in the Indian Watch
Market when it introduced its Futuristic Quartz Technology, complemented by international
styling. With India’s two most recognized and loved brands Titan and Tanishq to its credit,
Titan Company is the fifth largest integrated own brand 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 Company transformed the Indian Watch Market. After Sonata, a
value brand of functionally styled watches at affordable prices, Titan Company reached out to
the Youth Segment with Fastrack, it’s this brand, trendy and chic. The Company has sold 150
million watches world over and manufactures over 15 million watches every year.
With a license for premium fashion watches of global brands, Titan Company repeated its
pioneering act and brought international brands into the Indian market. Tommy Hilfiger,
FCUK, Timberland & Police as well as the Swiss made watch – Xylys owe their presence in
the Indian market to Titan Company.
Entering the largely fragmented Indian jewellery market with no known brands in 1995,
Titan Company launched Tanishq, India's 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 Company has also made its foray into eyewear, offering a variety of differentiated
products to the end consumer consisting of frames, lenses, contact lenses and accessories.
Frames are available in both international brands (Levis, Esprit, Hugo Boss etc.) and in-house
brands – Titan, Eye+ and Dash which is an offering for children. The company has leveraged
its manufacturing competencies and branched into precision engineering components & sub-
assemblies, machine building & automation solutions, tooling solutions and electronic sub-

assemblies. With over 984 retail stores across a carpet area of over 1.3 million sq. ft.
Titan Company has India’s largest retail network spanning over 218 towns. The company has
over 367 exclusive ‘World of Titan' showrooms and over 147 Fastrack stores. It also has a
large network of over 748 after-sales-service centers.
Titan Company is also the largest jewellery retailer in India with over 157 Tanishq boutiques
and 2 Zoya stores, over 33 Gold Plus stores. It also sports over 248 Titan Eye+ stores. In
addition the company retails personal accessories such as bags, belts, wallets and most
recently perfumes under Skinn Brand.
Backed by over 7,000 employees, two exclusive design studios for watches and jewellery, 10
manufacturing units, and innumerable admirers’ world over, Titan Company continues to
grow and set new standards for innovation and quality. The organization is all geared to
repeat the Titan and Tanishq success story with each new offering.
Heritage:-
Flashback
Turning back the hands of time to pre-1980s, Tata Press conceived an idea to conquer the
Watch Industry. Initial negated pioneering efforts aside, perseverance won the day. Titan
Watches sprang into being with the signing of a joint venture of Tata Industries with the
Tamil Nadu Industrial Development Corporation (TIDCO) in June of 1984. From that point
on, it has been full steam ahead.
First Milestone
Titan commenced production end 1986 and hit the market in March 1987 with its brand
‘Titan’. The analogue electronic Quartz range met instant acclaim, appeasing a hungry watch-
starved consumer market. This spurred encouragement and manufacture extended to
bracelets, cases, electronic circuitry and step motors.

Along The Way
Spanning 25-years of growth, the Titan Watch Project became Titan Watches, Titan
Industries and ultimately Titan Company Limited. Production kept an impressive pace,
topping the 15 million plus mark per year. Three years down the trail produced a dividend of
15% – today, 2012, sees a declaration of 175%!
Numerous technologies and sources came into play during this period. Progress was swift,
steady and stamped with characteristic Titan Company aplomb. This led to innumerable
achievements and accolades. Audaciously challenging the Swiss, Titan now is the world's
largest integrated own brand manufacturer of watches. A major brand player, Titan stakes
claim to 60% of the organized watch market, with over 150 million pieces sold across 32
countries collectively.
In successive events the 'World of Titan' exclusive showrooms mushroomed nation-wide,

currently totaling 367 plus. The main manufacture facility is situated at Hosur in Tamil Nadu
with assembly units in Dehradun, Pantnagar and Roorkee and an electronic sub assembly
plant in Goa in India.
Titan Company notably left its footprint in Europe in 1993; then came a major one in the
Middle East and the Asia-Pacific regions. Titan now happily ticks its way across 32 countries
around the globe.
A brief joint venture with the American brand, Timex, between 1992 and 1998, focusing on
market mass, prospered. The brand Timex jumped to 2nd place next to Titan, in popularity.
On dissolution of the partnership, Titan reclaimed market share by launching Sonata, an
absolute winner, followed by an astute array of wrist wear - Titan, Fastrack, and Xylys
brands, luxury watches and designer timescapes - a range of outdoor clocks - defining
spectacular landmarks in several cities. Pacing on, the Swiss and Japanese watch fraternity
were justifiably astounded, not only with the state-of-art Production facility established by
Titan, but also with its highly trained, dedicated, youthful workforce.
Endorsing the Tata spirit, Charles Correa, a world-renowned architect, was commissioned
and fashioned a complete modern township at Mathigiri in Tamil Nadu, India to
accommodate over 2000 Titanians, complete with an excellent school that doubles as a
learning facility for neighboring district schools.

Venturing on
Diversification accelerates progress. Titan’s expansion plans in 1993 turned to jewellery,
with a brand launch ‘Tanishq’ in 1996. Then a spate of new ventures followed suit, Fastrack
– the youth watch and accessories line in 2003; Precision Engineering in 2005, Goldplus the
standardized mass marketing of jewellery in 2006 and the Titan Eyewear Division in 2007 - a
project of prescription eyewear, complete with specialized outlets, catering to customers’
every need.
Catering primarily to a country which views gold as a prime investment, believes that it is
auspicious, and finds it an irresistible adornment, Titan Company literally struck it rich by its
entry into the world of traditional and designer jewellery. The concept of entering the glitter
field, in order to forge a way out of a foreign exchange crunch of the early 1990s, appealed to
Titan Company considerably. And yet again, though early steps were far from expected, the
innovative Titan spirit came to the fore, turning adversaries into achievement, and how!!
Foreign Exchange being no consequence subsequently caused Titan Company to focus

exclusively on the home market. Tanishq offers a stunning world of exquisite, precious
designer ware through over 157 stores in 89 cities across the nation. Goldplus has a proud
market share of around 40% in the semi-urban and rural scenario, whilst still in its infancy.
These two ventures are a pride to India and to Titan Company, for they certainly keep value
conscious customers happy and contented.
Products:-
Titan Company, best known as India's pioneering manufacturer of quartz watches, has also
etched a niche for itself in some of the most competitive spaces in the fashion industry such
as jewellery and eyewear. Precision engineering is another area of specialization that
Titan Company is proud of.
Watches: Being the world's fifth largest integrated own brand watch manufacturer,
Titan Company has created and sold more than a 150 million pieces the world over.
With a production rate of over 15 million watches per annum and a customer base of over
135 million globally, Titan Company owns manufacturing and assembly operation centres in
Hosur in Tamil Nadu , Dehradun, Roorkee, Pantnagar in Uttaranchal and an Electronic
Circuit Boards (ECB) plant in Goa, all in India.

Capturing the important market segments and the changing fashion trends, Titan Company
has brought forth four core watch brands:
• Titan which is designed for the mid-premium segment.

• Fastrack which is crafted to fit the trendy fashion space with a focus on the youth.
• Sonata which is created for the mass market and has emerged as India’s largest selling
watch brand.
• Xylys which is fashioned for the premium market, aiming at the connoisseur and new-age
achiever.
The Titan brand architecture comprises several sub-brands, each of which is a market leader
in its own space. Notable among them are: Titan Edge, Titan Raga, Nebula and several other
collections like Zoop, Orion, Purple, Obaku, Automatic, Tycoon, Bandhan, Octane and the
HTSE series. The Titan brand portfolio owns over 60% of the domestic market share in the
organized watch market.
Titan Company's pride possession, a world-class design studio for watches and accessories, is
the place where some of the most coveted creations have been conceptualized.
Exclusive World of Titan and Fastrack showrooms and over 11,000 outlets in more than
2,500 cities in India make these much-sought-after watches available to the buyers. The
watches are also offered internationally in 32 countries, with a special focus on the Middle
East and Asia Pacific regions.
Helios, India's multibrand watch retailer offers an unmatched range of the latest designs
across 30 international brands in addition to Titan brands. The after-sales service, a
benchmarked operation with a large network of exclusive service centres spread across the
country, is one of the operation units with one of the fastest turnaround time in the world.

Jewellery: Following the suit of time products, Tanishq has been India’s largest, fastest
growing and most popular jewellery brand.
Tanishq offers a premium range of gold jewellery studded with diamonds and precious, semi-
precious stones in various hues in 18 kt and a wide range of plain gold jewellery in 22 kt pure
gold. Platinum jewellery also forms part of the product range. Gold Plus retails plain gold
jewellery offerings with designs specifically created for the semi urban and rural Indian
market and offers unique designs crafted with diamonds, American diamonds and other
precious stones. Zoya offers premium studded jewellery catering to the needs of the elite. The
enchanting jewellery patterns originate in the well-equipped exclusive jewellery design studio
of Titan Company.
Eye Wear: Titan Eye+ offers a variety of differentiated products to the end consumer
consisting of frames, lenses, contact lenses and accessories. Frames are available in both
international brands (Levis, Esprit, Hugo Boss etc.) and in-house brands – Titan, Eye+ and
Dash. Customers are offered a unique browse-select-buy format where all products are
accessible, using world class equipment for zero-error eye testing by qualified optometrists
trained at Sankara Netralaya, a renowned eye hospital in South India and style consultants to
help buyers make the right choice of frames and lenses.

Precision Engineering: The division’s products span precision engineering components &
sub-assemblies, machine building & automation solutions, tooling solutions and electronic
sub-assemblies. The division is ISO 9001:2000 and ISO 14001:2004 certified. Additionally,
the unit catering to the aerospace segment is AS 9100B certified and the unit catering to
automotive segment is TS 16949 certified. The unit has recently been selected for the
National Aerospace and Defense Contractors’ Accreditation Programme for its non-
destructive testing capabilities.
Vision & Mission:-
Our Vision:
We create elevating experiences for the people we touch and significantly impact the
world we work in.
Our Mission:
We will do this through a pioneering spirit and a caring, value-driven culture that
fosters innovation, drives performance and ensures the highest global standards in
everything we do.
Our Values & Standards:
Total customer orientation: Customers take precedence over all else, always.
Employee appreciation: We value and respect Titanians and endeavor to fulfil their needs
and aspirations.
Performance culture and teamwork: At Titan Company, high performance is a way of life
and is nurtured by teamwork.
Creativity and Innovation: Driven by innovation and creativity, we focus on smarter

approaches and newer technologies.
Passion for excellence: In all our pursuits, we ceaselessly strive for excellence.
Corporate Citizenship: We ensure that a part of our resources is invested in environment

and community betterment.

Celebrating Titan:-
After two decades of building relationships with our customers, and learning from all the
successes and failures that came our way, it is time to pause, reflect and celebrate.
It is time to honor the indispensable role of our people, our business associates and suppliers,
who have enriched the fabric of Titan Company, as we know it today. We are proud to have
withstood the test of time and maintained our dedication to the values upon which
Titan Company was founded.
People are at the heart of our success

Over the years, we have built our operations, nationwide and worldwide, leveraging the
expertise of our most talented, dedicated and hardworking people with the vision, integrity,
innovation and leadership qualities that our business demands. We have continued to
emphasize its’ people first policy, making it possible for the Company to report one of the
industry's lowest attrition rate (9.5%) in India.
Titan rejuvenates competence through training and personal development on one hand and
lateral movements across functions and divisions on the other, which translated into high
engagement and expose to new opportunities. For over two decades, our core values of
commitment to safety, health and environment, high ethical standards and respect for people
has been the cornerstone of our identity.
Relationships are a sacred bond of trust for us

At Titan Company, we have built relationships and forged lasting bonds with our customers,
employees, shareholders, network of business associates, and suppliers.
With our futuristic designs, we created a desire in the minds of our customers and offered
them accessories for every occasion. In a small way, we have been a part of all their
celebrations. ‘Customer First’ - an initiative driven by the company is an embodiment of the
customer-focused culture that we imbibed from the very beginning. We continue to foster
greater customer commitment by making our product lines more comprehensive.
Growth depicts many milestones

We have been able to remain the undisputed leaders in the market. Taking the prognosis of
brand fatigue seriously, we reinvented ourselves with the impeccably styled Euro watches
collection. Triumphs like this were interspersed with tribulations that spurred us to accept
new challenges and overcome them with a resolve and commitment. With over 984 exclusive
showrooms and 11,000 dealer-outlets, we are the largest retail network in India.

Innovation at Titan:-
Innovation is a way of thinking at Titan Company Limited
Titan Company began its operations with an innovative offering - quartz watches - that
changed the face of the Indian watch industry. Innovative ideas at Titan Company have led to
significant achievements such as Single Point Solutions to every Original Equipment
Manufacturer customer. Titan Edge, world’s slimmest watch, is probably the best example of
the spirit of innovation in the organization – a feat achieved in less than five years of our
existence.
“Innovation School of Management” (ISCM) has been started to address the objective of
creating the ability to innovate and making it a culture among the employees.
At ISCM, students are trained on various tools and techniques to develop innovative thinking
capability, and the Head of Departments are trained as a Mentor to use the innovation
outcomes. Tools and techniques enable students to think out of the box and beyond the
obvious. The graduates from ISCM deploy this learning to resolve problems at work, as well
as in their personal lives.
Titan Innovation Council (TIC):
TIC is a cross functional team of Senior & Middle Management to create ideas to spread the
innovation culture across Titan Company. They have created and drive the following:
1. Interweave: This is an initiative that provides an opportunity for different businesses

to present and cross learn the innovative ideas that have been implemented in other
businesses across retail and manufacturing.
2. Tata Innoverse: This is a web 2 based social networking platform, to enable

employees of Titan Company as well as other Tata Companies to provide innovative
ideas to challenges posted by Senior leaders. Employees can also comment and vote
on ideas submitted by other employees. We have also extended Tata Innoverse to our
supplier fraternity.

3. Innovation Centre: Innovation Centre is a space to generate great ideas and provides
a free, creative Innovation Centre space, where interchange of ideas and unhindered
experimentation has a home. It consists of two spaces. The first hall is the Xerxes
Desai Hall of Creativity, which harbors the Exploration Laboratory, Reference library
and Study Area. The second hall is the Bhaskar Bhat Hall of Tranquillity, is the hall
where prospective innovators can meditate, introspect, listen to lectures or practice
yoga.
4. Titan Innovation HUB: Set up at IIT- Madras Research Park, Chennai, it enables
Titan to leverage the specialized expertise of the faculty and students and to utilize
their facilities, labs in creating a collaborative environment between industry and
academia through joint research projects and consulting assignments and in creating a
self-sustaining and technologically fertile environment.
Our contemporary store designs are a great example of innovation. They have
redefined the retailing standards in India since the time when the concept of modern
retailing had not evolved.
The Jewellery Division changed the dynamics of gold market by introducing the
Karameter, an industry first in checking the purity of gold through a non-destructive
test.
5. Innovation Bazaar: This is an initiative to cross learn the innovative ideas among the
company and showcase the ideas of all the divisional improvement / innovation in
four categories: a) Process, b) Services, c) Design / Product and d) Marketing / Retail
/ Customer service through “Innovation Bazaar” to all the employees of the Company
to understand the happening in the other divisions / functions and to improve their
process.
Awards & Accolades:-
Over the years Titan Company has received several prestigious awards and distinctions.
Some of the recent and most noteworthy recognition's are:
Corporate:
Titan continues to be in Forbes Asia’s FAB 50 companies list for 2013 • Gold Award (the
best in India) and Best-of-the-Best Award (among the top 5 in Asia Pacific) at the Retail
Asia-Pacific Top 500 Awards 2013 • “Transformational Leader of the Year” Award for

Mr Bhaskar Bhat, MD at Managing India Awards 2013 by AIMA • Best Governed Company
Award 2012 from Asian Centre For Corporate Governance & Sustainability.
Watches:
CII award for Excellence in Energy management for the Watch Manufacturing Division,
Hosur • Sonata received recognition at the ABP Pitch Brands 50 Awards 2013 • Fastrack is
placed 4th and Titan is placed 16th in the list of most exciting brands in India in the survey
conducted by A C Nielsen and the Economic Times (Brand Equity) • Silver Effie award for
an effective 360 degree campaign for Titan HTSE.
Jewellery:
IIFT Fashion & Lifestyle Award 2013 for Tanishq • IJ Jewellers Choice Award in the
‘Diamond Jewellery under 5L’ category for a necklace from ‘Ganga’ collection •
Designomics award for Mia product design and CII’s Best product design (Lifestyle
category) award for Mia.
Community Initiative:-
Community Development and CSR Policy:-

Titan Company has a clearly defined policy for Corporate Social Responsibility (CSR). As
part of the company's CSR initiative, the manufacturing units of Watch and Jewellery
Divisions at Hosur have acquired the certifications 'ISO 9001: 2000 Quality Management
System Standards' and 'ISO 14001:2000 Environment System Standard' emphasising the
efforts to be an ecologically responsible organisation.
The company's diverse CSR initiatives include:

• Children's education
• Enabling the disabled
• Artisan parks
• Women's empowerment
• Environment management programmes.
Miscellaneous Community Initiatives:-

Titan Company's community initiatives are committed to build partnership for social
development, focus on sustainable initiatives and improve the quality of life of the
communities where the initiatives operate. With a dedicated force of 250 enthusiastic
employee volunteers, the company has formed a Community Development Forum. This
forum works towards mobilising society and volunteers to make the community initiatives a
success. The company's miscellaneous community development activities include orphanage

support, HIV/Aids awareness, village adoption, vision improvement program, a program to

provide work to rural unemployed women, community rehabilitation, tsunami relief work,
eradication of child labour and environment protection, to name a few. The company has
made a positive change in the lives of over 2000 people.
Corporate Responsibility Begins at Home:-

Titan Company believes that corporate responsibility begins with the employees. The
company ensures that the harmony, peace and inclusive approach at work place are
maintained. Efforts are made to engage the employees in programs designed to fulfil our
ecological and social responsibility. Various work-place initiatives are conducted to achieve
this: War on Waste - an initiative that reduced the impact of manufacturing operations on the
environment. At Titan Company, Corporate Social Responsibility is more than philanthropy -
it is an internal process that reflects the soul of the company.
Successful CSR Programs:-

Titan Company has embarked on and completed several community development
programmes as part of its CSR initiative. A few among these successful projects are:
Titan Scholarship: Have been awarded to students in Dharmapuri and Krishnagiri districts
(Tamil Nadu), based on academic performance and socio-economic background for over 550
students form the economically backward section.
Titan Company has embarked on and completed several community development

programmes as part of its CSR initiative. A few among these successful projects are:
Titan Township: A sustainable community in Hosur (Tamilnadu), that provides housing to

1300 residents collaborating with NGOs MCA and Ashraya.
Employment: To over 120 physically challenged people.
Karigar Park: A social entrepreneurship project with six parks, benefiting over 400 artisans.
Titan School and Titan Foundation for Education: A primary school with over 550
students, expanding to classes IX and X with a provision to accommodate 160 more students.
Meadow Project (Myrada): A collaborated effort with self-help groups of rural women to
provide gainful employment to more than 510 rural women in and around Hosur (Tamil
Nadu).
Recognition of CSR: As an appreciation of its significant contribution to the community

welfare, Titan Company has received the 'President of India's Award' for employing the

disabled. Titan Company, a signatory to the Global Compact, is a recipient of the prestigious
'Helen Keller Award' and the 'Mother Teresa Award'. The company has also been ranked as
one of the top four, top ten and Top eleven companies in the 'Karmayog CSR Rating of
India's Top 500 Companies' in December 2007, 2008 and 2009 respectively.
Other noteworthy awards for CSR include:

- FICCI-SEDF Award for Social Responsibility
- The Rotary Club of Bangalore Award for Corporate Citizenship
- The PHDCII Award for Good Corporate Citizenship
Ranked among the nation's best corporate citizens, Titan Industries is committed to take on
the social responsibility and fulfil it with dedication.
All the Titan Products Logos:-

Senior Management:-
Mr. Bhaskar Bhat

Managing Director
Bhaskar Bhat assumed the position of Managing Director of Titan Company Limited on 1st
April 2002.
He is a, B.Tech (Mechanical Engineering) degree holder o(IIT - Madras, and a post graduate
diploma holder In Management from 11M- Ahmedabad, India.
Most of Bhaskar's working experience has been in Sales & Marketing. Having started hi's
career as a management Trainee with Godrej & Boyce Manufacturing Co. In 1983 he moved
on after 5 years and joined the Tata Watch Project (initiated at Tata Press Ltd.)
Since 1983 Bhaskar has been associated with the Tata Watch Project, later to become Titan
Watches Ltd., and now Titan Company Ltd. At Titan, Bhaskar dealt with Sales & Marketing,
HR, International business and various general managerial assignments.
Bhaskar is a member of the Governing Council at the T.A. Pai Management Institute,
Manipal and the SDM
Institute of Management and Development, Mysore.
He was awarded the Distinguished Alumnus Award-of lIT Madras In 2008.

Mr. C K Venkataraman
Chief Executive Officer – Jewellery
Venkataraman has headed the Jewellery Division since January 2005. He is a post graduate
diploma holder in Management from IIM-Ahmedabad. Venkataraman joined Titan Company
Limited in 1990, and worked in the Advertising and Marketing functions before becoming
the Head of Sales & Marketing for the Titan brand in 2003.

Mr. S Ravi Kant

Chief Executive Officer – Eyewear Division & Executive Vice President
Corporate Communications and Unified Loyalty
Ravi has a Masters in Business Management from FMS Delhi and joined HCL in 1982. After
6 years at HCL, handling different sales and marketing responsibilities he joined Titan in
1988 as Head- Direct Marketing. He moved on to head Retailing, followed by Exports and
also set up the watch assembly plant in Dehradun as Project Leader. Till 2005 Ravi managed
the Middle East and Africa operations for watches, jewellery and fragrances as M.D. of Titan
International (ME), Dubai. He subsequently moved back to the Company headquarters at
Bangalore and took over the International Business Division - managing both businesses -
watches and jewellery in over 25 countries.
Currently Ravi heads the Eyewear Business of the Company as its CEO·and Executive Vice
President.
He also handles the additional responsibility of leading Corporate communications and

Unified Customer Loyalty functions for the Company.

Mr. H G Raghunath
Chief Executive Officer – Watches and Accessories
H G Raghunath has been involved in the watch industry for over 30 years. He joined Titan
Company Limited in June 1986, and helped set up and establish the After-Sales Service
network both, in India and ·overseas. He has been involved in the customer-service function
for 17 years and for nine years in ISCM. He holds degrees in science and Engineering
(Electronics & communication) and is a.coveted speaker on SCM in many forums.

Mr. L R Natarajan
Chief Executive Officer – New Businesses
Natarajan is an Automobile Engineer' from the Madras Institute of Technology. He has been
with Titan Company Limited since 2003. He has around 30 years of experience in various
capacities. His innovative concepts were also instrumental in securing National and
International acclaim for Supply Chain and Goldplus. He has been instrumental in setting up
the Innovation School of Management, Innovation Centre and Innovations and drives the
innovation initiatives within the company.

Mr. S Subramaniam
Chief Financial Officer – Head of IT Function
Subraniam is the Chiel Financial Officer for Titan Company Limited. He heads the Finance,
Accounts and Commercial Functions for the Company, ACA and ICWA by profession, he
has over 25 years of experience in Finance and Business Roles. Subraniam has been driving
strategic finance and has been a part of the top management teams for the past 10 years.
Prior to joining the Titan Company, he was the CFO for the Telecom vertical of Essar Group,
responsible for Finance Strategy, working on M&A’s and on improving operational
performance of the Group Companies. He has also held senior positions with ITC, BPL
Mobile, Mannai Corporation, Doha, etc.
Mr. Rajnarayan
Chief Human Resource Officer
Raj is a graduate in Economics from Madras Christian College, Chennai and a post graduate
in Personnel Management from XLRI, Jamshedpur. He has 29 years of experience in Human

Resources Management, Training, Leadership Development and Talent Management. He has

worked with HCL, TNT< SHV Gas and Metro Cash & Carry before joining Titan Company.
Mr. C Srinivasan
Vice President – Chief Sales and Retail Officer
Srinivasan is a Management Graduate from IIM – Ahmedabad. For the past 10 years he has
been heading the Sonata Business Unit, responsible for the Sonata Institutional, Armed
Forces and the Customer Service Businesses and played a major role in the setting up and
nurturing of the sales infrastructure for the Watch Business.
Mr. Ronnie Talati

Senior Vice President
Ronnie is a B.Com, LLB from the Bombay University. He is a sports and fitness enthuasist
and joined Tata Press in 1976. Ten years later with Titan Industries, Ronnie as GM Finance
was largely responsible for the setting up the Finance Department. In 2005 he headed the new
business units to target youth. Thus “Fastrack” came into existence.
Mr. Sandeep Kulhalli

Senior Vice President – Retail and Marketing, Tanishq
Sandeep is currently the Senior Vice President of Retail and Marketing, Tanishq. He is a
B.Sc, Chemistry graduate from Fergusson College, Pune. He joined Titan Company Limited
in 1988 as Area Sales Manager, West Bengal and North East. With the launch of Times, he
moved north as Regional Manager in 1994.
He currently also looks after the E-Commerce initiatives in the Company.
Mr. Ajoy Chawla

Chief Strategy Officer
Ajoy is a Mechanical Engineer from VJTI Mumbai and a post graduate from IIM – Calcutta.
He joined Tata Administrative Services in 1990 and has been with Titan Industries since
1991. He has over 20 years of experience with Titan Company, across geographies and
businesses, covering Sales, Distribution, Retail and Business. He has held many senior
portfolios in the company business and now is the Chief Strategy Officer of the Company.

Mr. A R Rajaram
Head Legal and Company Secretary
Mr. Rajaram, is Secretary of the Company and holds charge of the Legal Function. A Law
Graduate from Bangalore University, Mr. Rajaram is a Fellow Member of The Institute of
Company Secretaries of India.
In his previous assignment with Bangalore International Airport Limited (BIAL), he has
worked as Head – Legal and Company Secretary for four years. Prior to BIAL he has worked
with Jet Airways (India) Ltd and BPL Limited. He has over 30 years of experience in the
fields of Corporate Laws, Securities Laws, FEMA, IPO’s, M&A, Litigation matters and
Legal Documentation.
Business Divisions:-
Watches and Accessories Division:-
The Watch Products Division is where the Titan Story began. Today, this division has placed
Titan Company among the world’s largest retail networks and earned the company the place
of fifth largest integrated watch manufacturer in the world. With over 4000 employees spread
over 3 business units in Bangalore, India, a manufacturing unit at Hosur and 3 assembly
plants located in the north of India, the division continues to add world-class brands to the
Company’s Portfolio.
Outstanding Brands:-
Our customers have been at the core of this growth and the division offers a slew of products
that cater to their inherent needs. Some of the most notable brands in the division’s portfolio
are:
Titan Edge: The World’s Slimmest Watch (at 3.45mm) that epitomized the philosophy less
is more.
Titan Raga: A feminine and opulent accessory for today’s affluent women.
Nebula: Watches crafted with solid 18K gold and precious stones.
Sonata: India’s Largest selling watch brand to suit the common man’s wallet.
Xylys: A Swiss-made, impeccably designed watch for the connoisseur and new age achiever.

Fastrack: Watches created to accessorise the trendy youth of today.

The watch collection also boasts of collections such as Automatic, Heritage,
Nebula, Orion, Raga, Zoop and series like Aviator, Octane and WWF.
Retail: The watches and accessories division also markets some well-known international
brands such as Tommy Hilfiger, Timberland, Police, and FCUK under a licensed
agreement, giving the new generation customers an access to premium brands with
their well-equipped retail chain.
The Division has sold over a million watches through the unique format of “World of
Titan” – where both in-house brands and licensed brands are offered – and thorough
a vast network of dealers and lifestyle stores in India and in 32 countries worldwide.
The division offers after-sales service network that has been considered benchmarked
operation in the Industry.
The division constantly endeavours to understand and predict the customers’ needs
and strives to launch newer and trendier products regularly.
Helios: India’s multi-brand watch retailer offers an unmatched range of the latest designs
across 30 international brands in addition to in-house brands. These stores are
specially designed for the well-travelled connoisseur with a discerning taste in
watches and a brand conscious outlook
Spread over a spacious area of 2650 sq ft, the high-end multi-brand watch store
houses more than 2200 watches and over 35 premium international watch brands
including Versace, Seiko, Movado, Hugo Boss, Citizen, Fossil, Titan, Xylys, DKNY,
Roberto Cavalli, Esprit, Tommy Hilfiger, Raymond Weil, Baume & Mercier, and
Victorinox, amongst others.

Fragrances:-
Skinn:-
Titan Company Limited widened its footprint in the personal lifestyle segment with the
launch of the SKINN Titan range of fine French perfumes. With the combination of the best
international fragrance expertise and one of India’s most trusted brands; SKINN Titan
redefines the Indian fragrance Industry with its product offering. Assuring of the highest
quality and bearing the hallmark of Titan, SKINN range is specially crafted by blending
exotic yet contemporary notes that are native to rarest and finest of ingredients sourced from
myriad locations across the world.
Designed in-house and created by six world renowned Master Perfumes including Harry
Fermont, Michel Girard, Fabrice Pellegrin, Nadege Le Garlantezec and the celebrated
Alberto Morillas and Olivier Pescheux, these French-made perfumes are the international
interpretation of HIM and HER. They array of fragrances portrays a young Woman’s
sensuality in SKINN IMERA; her warm seduction in SKINN NUDE; her charms and
complexities in SKINN CELESTE, SKINN EXTREME celebrates the sporty vitality of a
man whilst SKINN RAW defines masculinity and SKINN STEELE is a power trip of
complex spices.
The current portfolio of SKINN includes these 6 exciting variants in the EDP (Eau De
Parfum) format and crafted to last longer with notes that endure and grow pronounced with
time. They are devoid of any dyes and have been Dermatologically Tested.
The Mens perfumes are for discerning, confident Indian man, who personifies elegance,
power and sophistication. Vanilla has been sourced from Madagascar, Patchouli from
Indonesia, Cedarwood from Virginia, Orris root from France and Orange flowers from
Tunisia. These ingredients embody the spirit of the man wearing the perfume. The men’s
range has ingredients ranging from delicate pink peppers to leather to addictive Tonka beans,
musk and sandalwood.
The Indian woman is an enigma, very hard to decipher and she offered the master perfumers
a challenging task to develop a distillation that she would love to wear. A mix of delicate and
exotic ingredients was chosen to entice her. Cedarwood from Texas, White wineyard peach,
Bulgarian rose essence, Bergamot and Lemon from Italy comprise the unique fragrances that
suit every mood and every occasion.

International Brands:-
Tommy Hilfiger Watches:-
Tommy Hilfiger, one of the best-known American fashion brands, has its roots in Elmore,
New York. The brand is recognized world over for Watches, Jeans, and Fragrances etc.
The Tommy Hilfiger Watches are crafted with precision and care and finished with unique
signature details for unmistakable style. The look on these Watches represents is cool and
classic, spirited, fun and always fashionable. These watches strike a chord with people who
espouse the brand attitude of being optimistic, hip, natural, confident, relaxed and
spontaneous. The designer styles with an unmistakable ‘Tommy Twist’ are offered with
collections to suit different tastes, moods and occasions of wear.
Titan Company Limited has made Tommy Hilfiger watches available in India at most ‘World
of Titan’ stores, leading multi-brand watch outlets, and department stores like Shoppers Stop,
Central and Lifestyle.
French Connection Watches:-
Founded in 1972 by Stephen Marks, French Connection set out to create well-designed
fashionable clothing that appealed to a broad market. FCUK is a short, sharp acronym for
French Connection United Kingdom. It is now one of the strongest brands in Britain and
operated in over 25 countries. Having established a strong core clothing business, through
unique design and a true sense of style the Company has, over recent years expanded its
portfolio into exciting new areas including Men’s and Women’s Toiletries, Shoes, Jewellery,
Watches, and Eyewear.
FCUK has been launched in select Large Format Stores and multi-brand outlets across the
country by Titan Company Limited.
Timberland Watches:-
Titan Company Limited, under its licensed brands division, adds another in its cap by
bringing the Timberland Collection of watches to India. The time pieces are highly durable
and bring out one’s rugged individualism, energy and strength, combined with a refined style.
The Outdoor inspired watches, as part of their Spring-Summer collection, captures

Timberland’s strong brand essence, inspiring the people to escape the city and discover what
the world has to offer in the great outdoors.

Police Watches:-
Police is a dynamic and edgy lifestyle brand that appeals to urban, fashion-conscious
consumers, making a bold statement about individuality with every product. The brand
remains true to its Italian roots and is a leader in the production of distinct and glamorous
products.
The Police timepiece collection enhances the brand message in a bold and urban manner. The
watches set market-wide trends: from retro to modern, glamorous and sporty, Police watches
appeal to individuals with unique personalities.

Design Studio:-
Titan Company’s design studio is where India’s most popular watches and eyewear are
conceptualised. The studio is truly a testimonial to the creative and innovative spirit of the
company.
A blend of young and experienced designers – dynamic and original – from India’s most
prestigious fashion and design institutes creates award-winning pieces year after year. The
studio boasts of a cross-disciplinary amalgam of some of the most imaginative and innovative
designers across the country.
The Design Studio serves as a one-stop shop for the design needs of the brands: Titan,
Fastrack, Sonata and Xylys. With design and execution of the Timescapes range of outdoor
clock to its credit, the studio also designs and manufactures trophies for in-house
requirements as well as for various clients such as Standard Chartered, Taj Group, the
Government of India, among others. These trophies, created under the brand name Titan
Trophy are as much joy to present, as they are to receive.
The Visual Merchandising team that ensures impeccable implementation of ideas enhances
the product design. A robust in-house process, based on special constraints of various
creative activities, is in place to manage design projects. Seamless synchronization of cutting-
edge technology and appealing designs spells the expertise of the design team. Marketing
requirements are translated into attractive accessories with effortless spontaneity. The studio
focuses on user-centric designs that bring global trends to the discerning Indian customer.
Titan Global Design is a new multidisciplinary design studio known for its innovative and
refreshing approach towards design. It aims to explore design opportunities in the external
world and expand its design expertise to newer horizons.
Our holistic (3i) approach involves Immersion, Ideation and implementation as the three
main pillars of the design process. This goes hand in hand with design research which is
conducted to spot, interact and analyse trends in social behaviour. At design studio our
passion is to create user centric design.
With many prestigious awards to pride itself on, the design studio shares the adventurous
spirit of the Titan Company and looks into the future with a will to conquer.

Integrated Supply Chain Management:-

Titan Company changed the way watches were designed, manufactured and marketed and
revolutionized the Indian Watch Industry. Today, watches are considered as a fashion
accessory, rather than a time keeping device.
Titan watches, the most trusted and popular watches in India are manufactured at Hosur, an
Industrial suburb of Tamil Nadu, India. Set up in 1985, with initially planned annual capacity
of 2 million, today the unit produces components for over 11 million quartz analog wrist
watches, thanks to the state-of-art manufacturing facilities at the unit.
Titan Company’s movement manufacturing set-up was established in technical collaboration

with France Ebauches, a leading quartz analog movement manufacturer in France. In 1989,
watch case manufacturing technology was obtained from Citizen Watch Co. of Japan and in
mid 90’s, the technology for complicated watch cases and solid link bracelets manufacture
was obtained from a Swiss Company. State of the art physical vapour coating facilities have
been established with the help of technology frim German and Swiss coating expert
companies.
A Watch Assembly unit was established at Dehradun in 1990 and since then, two more
assembly units are functional: Roorkee and the latest one at Pantnagar, Uttarachal (2010).
Today, Titan Company’s watch assembly capacity is about 15 million watches per annum.
Titan Company is one of the very few manufacturers in the world that manufactures watch
movements, watch cases and watch assembly under one roof. It is the fifth largest, integrated
watch own brand manufacturer and retailer in the world. From the initial offering of 150
models in 1987, today the supply chain and manufacturing set-up has the capability to handle
over 3000 watch variants every year, the fact that depicts the product mix complexity. In-
house watch case plant has unique capability to produce range of product that varies from
cost effective value for money products to complex designs that adore the wrists of different
brands customers like Titan, Fastrack, and Sonata. In-house movement plant produces the
world’s slimmest movement ‘Edge’ with pride.

Titan Customer Service:-

Spread across India, with 748 service contact points in more than 265 towns, Titan
Company’s Service Centre network is committed to deliver a satisfying port-sales experience
to all the customers.
The Watch Care Centres are attached to the World of Titan and Authorised Service Centres
are attaches to multi-brand outlets, both offer quick and high-quality repairs for all types of
watches currently sold by Titan with a six-month service guarantee. At the Titan Watch Care
Centres, all repair activities follow a strict and systematic process that is controlled and
measured through an ISO audit system. To ensure good quality, faster turnaround time and
customer satisfaction, Titan Industries has various schemes in place. A post service follow-up
(for major repair activity) is mandatory to complete the cycle of customer satisfaction. Titan’s
loyalty Signet program – where customers can redeem their points is a part of Titan’s effort
to retain and value its loyal customers.
Titan Customer Service also markets spares and accessories, such as batteries, leather and
metal bracelets to all outlets that sell Titan, Sonata and Fastrack watches. The staff actively
encourages customers to use only original spares in order to ensure quality and satisfaction.
Titan Customer Service, with the ISO 9001 & 14004 certification, focuses on the best post-
sale experience and complete customer contentment.

Titan International:-
Titan Company went global in 1991, with the launch of Titan Watches in the UAE, Oman,
Bahrain and Qatar. Operations in Kuwait and Kingdom of Saudi Arabia were launches in
1995-96.
Titan Company further expanded into South East Asia, offering products in Singapore,
Malaysia, Thailand, Vietnam and recently, in the Philippines and Indonesia. The African
footprint, having started with distribution in Kenya and Mauritius in the mid-nineties, is also
steadily growing, with operations in South Africa launched in 2012. Titan watches are also
available in the adjoining countries of Djibouti, Uganda, Ethiopia, Nigeria and Ghana.
Today, more than 2 decades after the first international foray, Titan Company’s presence
spans across more than 2000 stores, in 32 countries. With a customer base of 135 Million
globally, it’s no wonder that there is a Titan watch being owned, somewhere in the world –
every 3 seconds!
• 12,000 Dealers
All Over India • 2300 Towns
• 317 Showrooms
Titan World • 113 Towns
• 135 Multi-Brand
Time Zones • 73 Towns
• 348 Towns
Service Centers • 650 Service Centers
• 6 Helios Stores
Premium Stores • 4 Towns

Jewellery Division:-
Tanishq Titan’s flagship line of jewellery is today a resounding success with discerning
customers. Tanishq has performed exceedingly well and has set standards, in what could be
described as a largely unorganised and unscrupulous Indian Jewellery Market.
The growth of the brand has once again been a testament to our customer focus. Tanishq is
today a hallmark of trust, an island of purity. It is a certified division under the ISO
9001:2008 Quality Management System Standards and the current version of Environment
Management System Standard is ISO 14001:2004.
Tanishq is India’s fastest growing jewellery brand with a premium range of jewellery,
studded with diamonds and coloured gems in 18kt gold, 22kt pure gold and platinum
jewellery. We are now one of India’s largest speciality retailers and are transforming India’s
Jewellery market with a pan – India presence. Titan felt a need and created a means to offer
elegant gold jewellery to smaller towns and rural markets. The recent launch of a retail
initiative – Goldplus caters to the need.
Both brands contribute to over Rs.1450 million USD. And are still flourishing. Truly a
phenomenon in itself, Tanishq is our pioneering Indian brand storming a market of over
400,000 independent jewellers. The brand is evolving faster than the market and is either
leading or closing gaps between competitors in urban markets where we have a presence.
The trust connotations that the Tata – Titan association evokes, never fails to attract
increasing numbers of jewellery seekers to the fledging designer brand. Titan ensures that
they are spoilt for choice, transparency and a great shopping experience with Tanishq, the
jewel of its crown.
Tanishq is a trustworthy, popular jewellery brand from India’s largest integrated jewellery
manufacturer.
Zoya, by Tanishq is a chain of luxury jewellery boutiques which target elite, discerning ladies
seeking designer wear of international standards. Zoya is a best-in-class shopping experience.
Stores offer exquisite, artistically styled masterpieces, studded in diamonds, apart from
traditional, fusion polka and kundan jewellery. There are magnificent designs to choose from,
all in ultra-premium luxury, these outlets showcase luxury unsurpassed.
Zoya creations are world-class in terms of quality and have been crafted in India and abroad.
It boasts the finest quality in India and is on par with the best in the world. Zoya stores are
located in GK I, M Block – Delhi and Warden Road – Mumbai in India.

Eyewear Division:-
Titan Eye+, the third major venture of consumer business by Titan Company, was launched
into the organized eyewear segment in March 2007.
Titan Eye+ offers Indian consumers a world class optical retail experience through products
which showcase the best in contemporary design and style, coupled with optical expertise
guaranteed thanks to the technical collaboration with Sankara Nethralaya, India’s premier eye
care institute.
Benchmarked against the best in the world, Titan Eye+ has redefined the way the organized
optical retail market in India operates through pioneering concepts such as the open touch-
feel-browse format, complete transparency in pricing, style, free insurance on spectacles, etc.
All of this is backed by the high levels of quality and trust that customers have come to
expect from the House of Tata and Titan Industries Limited in particular. It has recently
introduced the remote online eye testing facility.
Titan Eye+:-
Titan Eye+ offers a wide range of optical products from stylish and contemporary frames and
sunglasses to the latest lenses and contact lenses. Titan Eye+ also provides an array of
optometric services. The friendly environment at the stores along with the specially trained
retail and clinical staff make the customers experience pleasant and productive
Frames: The store displays in-house frames such as Titan, Titan Eye+ and Dash for children.
Titan Eye+ stores also sell a host of International Brands that conform to the
rigorous quality standards at Titan Industries.
Lenses: Lenses available at Titan Eye+ cater to the entire spectrum of vision correction
needs. In addition to the in-house Titan brand, lenses from Essilor, Nikon, and
Kodak are also available.
Contact Lenses: Titan Eye+ offers contact lenses from world-class brands such as Bausch &
Lomb, Johnson & Johnson and CIBA Vision.
Sunglasses: Titan Eye+ stocks various International Brands of sunglasses including the in-
house brand Fastrack.
Services:
 Zero-error eye testing in state-of-the-art optometry clinics

 Style consultancy to select right frames
 Browse, Select and Buy format
 Free insurance for prescription spectacles
 Remote online eye testing facility
 Gift cards

International Brands:-
Titan Eye+ stocks a selection of fashion and prescription frames as well as sunglasses from
internationally renowned apparel brands such as Esprit, Tommy Hilfiger, Hugo Boss,
Versace and Armani.
The Titan Eye+ stores also offer high-end lifestyle brands such as Mont Blanc, Swarovski
and Bulgari all of which cater to the premium segment of Titan’s clientele.
These international brands enhance every look, be it trendy, sporty, casual or formal. With
prices ranging between Rs.3,000 and Rs.30,000, the brands suit every wallet.
New offerings from the brands mirror the international fashion seasons, with collection
launches coinciding with the Spring-Summer and Autumn-Winter sequences.
Precision Engineering Division:-

Leveraging precision engineering core competencies from watch making, Titan initiated a
PRECISION ENGINEERING DIVISION in 2005, catering to global majors across industry
verticals like aerospace, automotive, oil and gas, engineering, hydraulics, solar and medical
instruments.
With an investment of over $10 million, the setup has four main business units:-
 Precision Engineering Components and Sub-Assemblies (PESCA)

 Machine Building and Automation Solutions
 Tooling Solutions
 Electronic Sub-Assemblies
Precision Engineering Division in ISO 9001:2000 and ISO 14001:2004 certified.

Additionally the unit catering to Aerospace segment is AS 9100B certified and the unit
catering to automotive segment is TS 16949 certified.
The Division has demonstrated consistent quality and delivery performance through several
customer accolades like the Ford Q1 award and the Continuous improvement award received
from the CEO of UTC, Louis Chenevert.

Depicting a significant and progressive growth drive, listed below are some of the Division’s
top customers:
3M ARVIN MERITOR BEHR BOSCH
DELPHI DELPHI-TVS ENDURANCE ISRO
HONEYWELL IFB KNORR BREMSE HAL
RICO AUTO SIEMENS SONA KOYO VISTEON
TIMKEN UMESH PENCILS VALEO MINDA
ADA STANADYNE TATA MOTORS
LEGRAND TURBO ENERGY L&T
ASTON MARTIN (UK) GOODRICH (USA)
EATON (USA) FORD (USA)
BCR PLASTICS (SWITZERLAND)
Products
Precision
Time Products Eyewear Jewellery
Engineering
Fastrack Frames Tanishq PESCA
Machiene
Raga Lenses Gold Plus
Building
Contact Automation
Sonata Zoya
Lenses Solution
Zoop Sun Glasses Tooling

Solution
Electronic
Bandhan Sub-
Assemblies
Purple
Octane

Subsidiaries:-
Titan Time Products Limited
Titan Time Products (a 100% subsidiary of Titan Company) specialises in manufacture of
electronic-board assemblies for industries such as automotive, industrial electronics,
telecommunication, consumer, goods, medical, and defence.
The state-of-art manufacturing facility, located at Verna, Goa, supports 150 people and boasts
of a clean-room facility matching a class 10,000.
Titan Time Products, capabilities include Surface Mount Technology for fine-pitch
assemblies, Ball Grid Array placements, Chip-on-board Assemblies / Wire Bonding, and
Through-Hole Assemblies. The testing facilities we offer include In-Circuit testers,
Automatic Online Inspection Equipment (AOI), Solder-thickness measuring systems, and
various other functional test set-ups.
Titan Time Products, quality systems are accredited to ISO 9000 and TS 16949 standards and
all processes are Restriction on Hazardous Substances compliant.
This centre is seamlessly aligned with our group facilities in Bangalore and Hosur, providing
customers box-build capabilities with plastics and sheet-metal integration.
We enjoy an elaborate network of concept suppliers and manufacturers in India and abroad,
and have sourcing set-up in Hong Kong and the UK.
Titan Time Products, value chain processes run on SAP, and the manufacturing systems are
calibrated to process multiple products simultaneously, with batches varying from Proto lots
to larger volumes.
The impressive array of awards bestowed on the company, such as the Award for Excellence
in Total Productive Maintenance the IMEA Frost and Sullivan Award, the CII Excellence
Award and the ELCINA Dun and Bradstreet Award are confidently illustrative of Titan Time
Products strong and world-class manufacturing practices.
Favre Leuba AG (FLAG)

Favre Leuba AG (FLAG) is a 100% subsidiary of Titan Company Limited. The company is
head quartered in Zug, Switzerland and owns the Favre Leuba brands, one of the oldest Swiss
watch brands.
The first (pocket) watch was manufactured by Favre Leuba in the year 1718 and the brand
was registered as a trademark in 1737. The brand has had a continuous involvement with 8
generations of the family, making it amongst the most well-known family owned brands in
the Swiss Watch Industry.

Being amongst the oldest watch brand, Favre Leuba has won many, awards and recognition
for its various innovations and distinctions.
FLAG was incorporated in 2012 by Titan Company Limited and the Favre Leuba brand is
now being revived, in a contemporary form that brings alive the rich heritage in a manner,
relevant for the global watch connoisseur of today.
Working in Titan Industries:-

Titan Company offers critical and challenging roles in a wide range of areas and
responsibilities.
The talent management at Titan Company aims at creating a large pool of potential leaders.
Robust leadership-development systems that accelerate the growth of current and future
leaders, the performance culture that is calibrated through rigorous processes, and the
innovative reward mechanisms at Titan Company are some of the best customs in the
corporate universe.
Managers with a high potential often feel the need to move to new areas of work this
recharges their faculties, strengthens their own abilities and realizes their aspirations. The
company encourages internal mobility as a means of building expertise, generating synergy,
and promoting self-improvement. Internal mobility reinforces the professionalism, diversity,
and competitive spirit at the Company, in addition to providing satisfaction and choice to
every individual.
With a strong philosophy of ‘people first’, Titan Company recognises the strength and
contribution of people in the company’s success and growth. The work-culture at Titan
Company encourages the employees to learn, innovate, experiment and grow.
Titan Company has been rated highly by the Gallup engagement survey – with scores for
satisfaction, loyalty and advocacy far higher than the average scores of Gallup India. The
company has also been rated No.1 in Retail Category and 24th overall by Great Places to
Work (2009), an institutional study, in the Economic Times.
To be a part of the Tata Group can lead to a voyage of discovery for professionals’ discovery
of industries, business cultures, people and places.

ANALYSIS AND INTERPRETATION
1. TABLE SHOWING THE AGE PROFILE:
SCALE NO. OF PERCENTAGE

RESPONDENTS
16-25 YEARS 70 70%
26-35 YEARS 14 14%
36-45 YEARS 8 8%
46 YEARS AND 8 8%
ABOVE
TOTAL 100 100%
ANALYSIS:
From the above table it was noted that 16-25 Years of age group constituted 70% of the total
respondents, 26-35 Years of age group constituted to 14% of the total respondents, 36-45
Years of age group constituted only 8% of the total respondents, and 46 years and above age
groups also constituted on 8% of the total respondents.

1. GRAPH SHOWING THE AGE GROUP:
PERCENTAGE
8%
8%
14%
70%
16-25 YEARS 26-35 YEARS 36-45 YEARS 46 YEARS AND ABOVE
INTERPRETATION:
It can be inferred that 70% of the respondents belong to the age group of 16-25 Years age
group, which shows that they are the products main purchaser.

2. TABLE SHOWING GENDER PROFILE:
GENDER NO. OF PERCENTAGE

RESPONDENTS
MALE 60 60%
FEMALE 40 40%
TOTAL 100 100%
ANALYSIS:
From the above table it was noted that 60% of the respondents fall in to the category of Male
and 40% of the respondents fall into the category of Female.

2. GRAPH SHOWING GENDER PROFILE:
PERCENTAGE
FEMALE MALE
60%
40% 60%
INTERPRETATION:
It can be inferred that 60% of respondents belong to the Male Category, which shows that
they are the Titan Industries products main purchaser.

3. TABLE SHOWING OCCUPATION PROFILE:
OCCUPATION NO. OF PERCENTAGE

RESPONDENTS
STUDENT 56 56%
SALARIED 24 24%
EMPLOYEE
PROFESSIONAL 10 10%
BUSINESS 6 6%
OTHERS 4 4%
TOTAL 100 100%
ANALYSIS:
From the table it was noted that 56% of the respondents fall in Student Category, 24% of the
respondents fall in Salaried Employee, 10% of the respondents fall in Professional, 6% of the
respondents fall in Business category and the remaining 4% fall in the category of Others.

3. GRAPH SHOWING OCCUPATION PROFILE:
60%
50%
40%
30%
20%
10%
0%
Student Salaried Professional Business Others
Employee
INTERPRETATION:
It can be inferred that 56% of the respondents belong to Students category, which shows that
they are the main purchasers/buyers of Titan Industries products.

4. TABLE SHOWING NO. OF RESPONDENTS WHO HAVE

VISITED TITAN SHOWROOM
VISIT NO. OF PERCENTAGE

RESPONDENTS
YES 90 90%
NO 10 10%
TOTAL 100 100%
ANALYSIS:
From the above table we can understand that 90% of respondents have visited Titan
Showroom, and only 10% fall under who have not visited Titan Showroom ever.

4. GRAPH SHOWING NO. OF RESPONDENTS WHO HAVE

VISITED TITAN SHOWROOM
PERCENTAGE
10%
YES
NO
90%
INTERPRETATION:
It can be inferred that 90% of the respondents have visited or visit Titan Showrooms
regularly.

5. TABLE SHOWING NO. OF RESPONDENTS WHO VISIT TITAN

SHOWROOM BASED ON QUARTERLY, HALF-YEARLY, ONCE
IN A YEAR, ONCE IN 2 YEARS AND OTHERS BASIS

RESPONDENTS
QUARTERLY 16 16%
HALF-YEARLY 18 18%
ONCE IN A YEAR 30 30%
ONCE IN 2 YEARS 26 26%
OTHERS 10 10%
TOTAL 100 100%
ANALYSIS:
From the above table we can notice that 28% of the respondents come under Once in a Year
who visit Titan Showroom, 16% come under Quarterly, 18% come under people who visit
Titan Showroom Half-Yearly, 24% who visit Titan Showroom once in 2 years and lastly 14%
who come in others category who visit rarely or regularly or may have never visited.

5. GRAPH SHOWING NO. OF RESPONDENTS WHO VISIT TITAN

SHOWROOM BASED ON QUARTERLY, HALF-YEARLY, ONCE IN
A YEAR, ONCE IN 2 YEARS AND OTHERS BASIS:
PERCENTAGE
35
30
25
20
15
10
0
Quarterly Half-Yearly Once in a Year Once in 2 years Others
Percentage
INTERPRETATION:
It can be inferred that 30% of respondents belong to the people who visit Titan Showroom at
least once in a Year.

6. TABLE SHOWING THE RESPONDENTS OPINION ON

PROMOTIONAL STRATEGY OF TITAN INDUSTRIES:

RESPONDENTS
HIGHLY 32 32%
SATISFIED
SATISFIED 52 52%
AVERAGE 16 16%
DISSATISFIED 0 0%
HIGHLY 0 0%
DISSATISFIED
TOTAL 100 100%
ANALYSIS:
From the table we can notice that 52% of respondents are satisfied with Titan’s Promotional
Strategy, 32% of respondents are highly satisfied, and 16% of respondents think their
promotional strategy is average, and there are 0% of respondents who are dissatisfied or
highly dissatisfied with the promotional strategy of Titan.

6. GRAPH SHOWING THE RESPONDENTS OPINION ON

PROMOTIONAL STRATEGY OF TITAN INDUSTRIES:
PERCENTAGE
Percentage
H I G H L Y D I S S AT I S F I E D 0
D I S S AT I S F I E D 0
AV E R AG E 16
S AT I S F I E D
52
H I G H L Y S AT I S F I E D
32
INTERPRETATION:
It can be inferred that 52% of the respondents are of the opinion that they are satisfied with
the promotional strategy of the Titan Industries.

7. TABLE SHOWING THE SATISFACTION LEVEL OF THE

PRODUCTS MANUFACTURED BY TITAN INDUSTRIES:

RESPONDENTS
HIGHLY 22 22%
SATISFIED
SATISFIED 52 52%
AVERAGE 25 25%
DISSATISFIED 1 1%
HIGHLY 0 0%
DISSATISFIED
TOTAL 100 100%
ANALYSIS:
From the table we can notice that 52% of respondents are satisfied with products
manufactured by Titan Industries, 22% of respondents are highly satisfied, and 26% of
respondents think their products are average, and there are 0% of respondents who are
dissatisfied or highly dissatisfied with the products manufactured by Titan Industries.

7. GRAPH SHOWING THE SATISFACTION LEVEL OF THE

PERCENTAGE
10%
25% 22%
Highly Satisfied
Satisfied
Average
Dissatisfied
52%
Highly Dissatisfied
INTERPRETATION:
It can be inferred that 52% of the respondents are of the opinion that they are satisfied with
the products manufactured by Titan Industries.

8. TABLE SHOWING THE SOURCES OF AWARENESS ABOUT THE

PRODUCTS OF TITAN INDUSTRIES:
SOURCE NO. OF PERCENTAGE

RESPONDENTS
NEWSPAPER 19 19%
ADVERTISEMENTS 25 25%
WORD OF MOUTH 19 19%
LEAFLETS 3 3%
HOARDINGS 9 9%
TELEVISION 25 25%
TOTAL 100 100%
ANALYSIS:
From the above table it can be noted that 25% of the respondents come to know about the
products of Titan Industries through Advertisements and Television, 19% of the respondents
come to know about the products of Titan Industries through Newspaper and Word of Mouth,
9% come to know about the products of Titan Industries through Hoardings, and 3% come to
know about the products of Titan Industries through Leaflets.

8. GRAPH SHOWING THE SOURCES OF AWARENESS ABOUT THE

PRODUCTS OF TITAN INDUSTRIES:
PERCENTAGE
25% 25%
19% 19%
9%
3%
PERCENTAGE
INTERPRETATION:
It can be inferred that 25% of the respondents came to know about the products of Titan
Industries through Advertisements as well as Television.

9. TABLE SHOWING WHICH NEWSPAPER GAVE THEM

AWARENESS ABOUT THE PRODUCTS OF TITAN INDUSTRIES:
NEWSPAPER NO. OF PERCENTAGE

RESPONDENTS
TIMES OF INDIA 35 35%
BANGALORE 30 30%
MIRROR
DECCAN HERALD 10 10%
THE HINDU 25 25%
TOTAL 100 100%
ANALYSIS:
From the above table it can be noted that 35% of the respondents came to know about the
products of Titan Industries through the newspaper Times Of India, 30% of the respondents
came to know about the products of Titan Industries through the newspaper Bangalore
Mirror, 10% of the respondents came to know about the products of Titan Industries through
the newspaper Deccan Herald, and 25% of the respondents came to know about the products
of Titan Industries through the newspaper The Hindu.

9. GRAPH SHOWING WHICH NEWSPAPER GAVE THEM

AWARENESS ABOUT THE PRODUCTS OF TITAN INDUSTRIES:
PERCENTAGE
35%
30%
25%
20%
15%
10%
5%
0%
TIMES OF
INDIA BANGALORE
MIRROR DECCAN
HERALD THE HINDU
PERCENTAGE
INTERPRETATION:
It can be inferred that 35% of the respondents came to know about the products of Titan
Industries through the newspaper Times Of India.

10. TABLE SHOWING THE SATISFACTION LEVEL OF SERVICES IN

TITAN SHOWROOMS:
SATISFACTION NO. OF PERCENTAGE

LEVEL RESPONDENTS
HIGHLY 20 20%
SATISFIED
SATISFIED 40 40%
AVERAGE 24 24%
DISSATISFIED 12 12%
HIGHLY 4 4%
DISSATISFIED
TOTAL 100 100%
ANALYSIS:
From the above table it can be noted that 40% of the respondents are Satisfied with the
services provided in Titan Showrooms, 20% of the respondents are Highly Satisfied with the
services provided in Titan Showrooms, 24% of the respondents are satisfied by Average level
with the services provided in Titan Showroom, 12% of respondents are Dissatisfied with the
services provided in Titan Showrooms, and 4% of the respondents are Highly Dissatisfied
with the services provided in Titan Showrooms.

10. GRAPH SHOWING THE SATISFACTION LEVEL OF SERVICES

IN TITAN SHOWROOM:
PERCENTAGE
24%
12%
16%
40%
4%
20%
HIGHLY SATISFIED SATISFIED AVERAGE DISSATISFIED HIGHLY DISSATISFIED
INTERPRETATION:
It can be inferred that 40% of the respondents are satisfied with the services provided in Titan
Showrooms.

11. TABLE SHOWING RECOMMENDATION ABOUT PRODUCTS OF

TITAN INDUSTRIES TO OTHERS:
RECOMMEND TO NO. OF PERCENTAGE

OTHERS RESPONDENTS
YES 88 88%
NO 12 12%
TOTAL 100 100%
ANALYSIS:
From the above table we can analyse that 88% of the respondents will prefer to recommend
about the products of Titan Industries to others and 12% of the respondents will not prefer to
recommend about the products of Titan Industries to others.

11. GRAPH SHOWING RECOMMENDATION ABOUT PRODUCTS OF

TITAN INDUSTRIES TO OTHERS:
PERCENTAGE
12%
Yes
No
88%
INTERPRETATION:
It can be inferred that majority of the respondents i.e. 88% of the respondents prefer to
recommend others about the products of Titan Industries.

12. TABLE SHOWING WHEN THE RESPONDENTS WISH TO BUY A

PRODUCT OF TITAN INDUSTRIES:

RESPONDENTS
BIRTHDAY 8 8%
SPECIAL 14 14%
OCCASION
ANYTIME 39 39%
DURING OFFERS 35 35%

AND DISCOUNTS
OTHERS 4 4%
TOTAL 100 100%
ANALYSIS:
From the above table we can analyse that 39% of the respondents wish to purchase the
product of Titan Industries Anytime, 8% of the respondents wish to purchase the product of
Titan Industries for Birthday, 14% of the respondents wish to purchase the product of Titan
Industries for Special Occasion. 35% of the respondents wish to purchase the product of
Titan Industries During Offers and Discounts, and 4% of the respondents wish to purchase
the product of Titan Industries for Other Occasions.

12. GRAPH SHOWING WHEN THE RESPONDENTS WISH TO BUY A

PRODUCT OF TITAN INDUSTRIES:
PERCENTAGE
OTHERS BIRTHDAY
4% 8%
SPECIAL
OCCASION
DURING OFFERS 14%
AND DISCOUNTS
35%
ANYTIME
39%
INTERPRETATION:
It can be inferred that 39% of the respondents prefer to purchase the product of Titan
Industries Anytime.

13. TABLE SHOWING IF RESPONDENTS THINK TITAN

INDUSTRIES OFFERS ENOUGH VARIETY OF PRODUCTS:
PRODUCT NO. OF PERCENTAGE

VARIETY RESPONDENTS
YES 76 76%
NO 24 24%
TOTAL 100 100%
ANALYSIS:
From the above table it was noted that 76% of the respondents think that Titan Industries
offers enough variety of products and 24% think that Titan Industries doesn’t offer enough
variety of products.

13. GRAPH SHOWING IF RESPONDENTS THINK TITAN

INDUSTRIES OFFERS ENOUGH VARIETY OF PRODUCTS:
PERCENTAGE
NO
24%
YES
76%
YES NO
INTERPRETATION:
It can be inferred that majority of the respondents think that Titan Industries offers enough
variety of products i.e. 76%.

14. TABLE SHOWING IF RESPONDENTS WOULD LIKE TITAN

INDUSTRIES TO OFFER OR COME UP WITH NEW PRODUCTS:
PRODUCT NO. OF PERCENTAGE

VARIETY RESPONDENTS
YES 75 75%
NO 25 25%
TOTAL 100 100%
ANALYSIS:
From the above table it was noted that 75% of the respondents would like Titan Industries to
offer or come up with New Products and 25% of the respondents already think that Titan
Industries offer enough variety of products.

14. GRAPH SHOWING IF RESPONDENTS WOULD LIKE TITAN

INDUSTRIES TO OFFER OR COME UP WITH NEW PRODUCTS:
PERCENTAGE
NO
25%
YES
75%
YES NO
INTERPRETATION:
It can be inferred that majority of the respondents i.e. 75% of the respondents would like
Titan Industries to offer or come up with New Products.

15. TABLE SHOWING THE SATISFACTION WITH QUALITY OF

QUALITY NO. OF PERCENTAGE

RESPONDENTS
HIGHLY 30 30%
SATISFIED
SATISFIED 41 41%
AVERAGE 25 25%
DISSATISFIED 4 4%
HIGHLY 0 0%
DISSATISFIED
TOTAL 100 100%
ANALYSIS:
From the above table we will come to know that 41% of the respondents are Satisfied with
the quality of the products manufactured by Titan Industries, 30% of the respondents are
Highly Satisfied with the quality of the products manufactured by Titan Industries, 25% of
the respondents feel the quality of the products manufactured by Titan Industries are
Average, 4% of the respondents are Dissatisfied with the quality of the products
manufactured by Titan Industries, and none are Highly Dissatisfied.

15. GRAPH SHOWING THE SATISFACTION WITH QUALITY OF

PERCENTAGE
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
HIGHLY SATISFIED AVERAGE DISSATISFIE HIGHLY
SATISFIED D DISSATISFIE
D
PERCENTAGE 30% 41% 25% 4% 0%
INTERPRETATION:
From the above graph it can be inferred that 41% of the respondents are Satisfied with the
quality of products manufactured by Titan Industries.

16. TABLE SHOWING RESPONDENTS PREFERENCE WITH

REGARD TO WATCHES:
WATCHES NO. OF PERCENTAGE

RESPONDENTS
TITAN 29 29%
CASIO 20 20%
POLICE 7 7%
TAG HEUER 22 22%
FASTRACK 22 22%
OTHER 0 0%
TOTAL 100 100%
ANALYSIS:
From the above table we can understand that 29% of the respondents prefer only Titan, 20%
of the respondents prefer Casio, 7% of the respondents prefer Police, and 22% of the
respondents prefer Tag Heuer and Fastrack for Watches.

16. GRAPH SHOWING RESPONDENTS PREFERENCE WITH

REGARD TO WATCHES:
29%
30%
25%
20% 22%
20% 22%
15%
10%
7%
5%
0%
TITAN 0%
CASIO
POLICE
TAG HEUER
FASTRACK
OTHER
PERCENTAGE
INTERPRETATION:
It can be inferred that majority of the respondents prefer to buy Watches at Titan. Hence they
don’t like to or prefer to buy watches from other competitors.


REGARD TO EYE GLASSES:
EYE GLASSES NO. OF PERCENTAGE

RESPONDENTS
TITAN EYE+ 41 41%
RAY-BAN 53 53%
CALVIN KLEIN 2 2%
GUCCI 4 4%
OTHERS 0 0%
TOTAL 100 100%
ANALYSIS:
From the above table we can understand that 53% of the respondents prefer only Ray-Ban,
41% of the respondents prefer Titan Eye+, 2% of the respondents prefer Calvin Klein, 4% of
the respondents prefer Gucci with regard to Eye Glasses.


REGARD TO EYE GLASSES:
PERCENTAGE
60% 53%
50% 41%
40%
30%
20%
10%
0% 2% 4%
TITAN EYE+ 0%
RAY-BAN PERCENTAGE
CALVIN
KLEIN GUCCI
OTHERS
PERCENTAGE
INTERPRETATION:
It can be inferred that majority of the respondents prefer to buy glasses from Ray-Ban i.e.
53% of them.


REGARD TO BACKPACKS:
BACKPACKS NO. OF PERCENTAGE

RESPONDENTS
FASTRACK 41 41%
WILDCRAFT 37 37%
PUMA 16 16%
REEBOK 4 4%
OTHERS 2 2%
TOTAL 100 100%
ANALYSIS:
From the above table we can understand that 41% of the respondents prefer only Fastrack – a
product of Titan Industries, 37% of the respondents prefer Wildcraft, 16% prefer Puma, 4%
prefer Reebok, and 2% prefer Other brands with regard to Backpacks.


REGARD TO BACKPACKS:
PERCENTAGE
50% 41%
40% 37%
30%
20%
16%
10%
0% 4%
2%
FASTRACK
WILDCRAFT PERCENTAGE
PUMA
REEBOK
OTHERS
PERCENTAGE
INTERPRETATION:
It can be inferred that majority of the respondents prefer to buy backpacks at Fastrack – a
product of Titan Industries i.e. 41%.


REGARD TO PERFUME:
PERFUMES NO. OF PERCENTAGE

RESPONDENTS
SKINN 16 16%
FOGG 20 20%
AXE 29 29%
CHANEL 18 18%
OTHERS 17 17%
TOTAL 100 100%
ANALYSIS:
From the above table we can understand that 29% of the respondents prefer Axe, 16% of the
respondents prefer Skinn – a product of Titan Industries, 20% of the respondents prefer Fogg,
18% of the respondents prefer Chanel, and 17% of the respondents prefer other brands with
regard to Perfumes.


REGARD TO PERFUME:
PERCENTAGE
30% 29%
25%
20%
20% 16%
18%
15% 17%
10%
5%
0%
SKINN
FOGG PERCENTAGE
AXE
CNAHEL
OTHERS
PERCENTAGE
INTERPRETATION:
It can be inferred that majority of the respondents prefer to buy perfumes of Axe i.e. 29% of
the respondents.


REGARD TO JEWELLERY:
JEWELLERY NO. OF PERCENTAGE

RESPONDENTS
TANISHQ 84 84%
NAVARATHAN 6 6%
AABHARAN 8 8%
OTHERS 2 2%
TOTAL 100 100%
ANALYSIS:
From the above table we can understand that majority of the respondents i.e. 84% of the
respondents prefer Tanishq – a product of Titan Industries, 6% prefer Navarathan, 8% prefer
Aabharan, and 2% prefer Other brands with regard to Jewellery.


REGARD TO JEWELLERY:
PERCENTAGE
100% 84%
80%
60%
40%
20% 6%
8%
0%
2%
TANISHQ PERCENTAGE
NAVARATHAN
AABHARAN
OTHERS
PERCENTAGE
INTERPRETATION:
It can be inferred that majority of the respondents prefer to buy Jewellery from Tanishq – a
product of Titan Industries i.e. 84% of the respondents.

21. TABLE SHOWING WHEN THE RESPONDENTS PREFER TO BUY

A PRODUCT OF TITAN INDUSTRIES:

RESPONDENTS
ONLY DURING 63 63%

OFFERS
ANYTIME 37 37%
TOTAL 100 100%
ANALYSIS:
From the above table we come to know that 63% of the respondents like to buy the products
of Titan Industries Only During Offers, and 37% of the respondents like to buy the products
of Titan Industries Anytime.

21. GRAPH SHOWING WHEN THE RESPONDENTS PREFER TO BUY

A PRODUCT OF TITAN INDUSTRIES:
PERCENTAGE
37%
ONLY DURING OFFERS

63%
ANYTIME
INTERPRETATION:
It can be inferred that 63% of the respondents prefer to buy the products of Titan Industries
Only During Offers.

22. TABLE SHOWING THE AREA OF IMPROVEMENT:
IMPROVEMENT NO. OF PERCENTAGE

RESPONDENTS
PRODUCT 23 23%
VARIETY
PRICE 24 24%
OFFERS 19 19%
QUALITY 15 15%
OUTLETS 11 11%
ADVERTISING 5 5%
OTHER 3 3%
TOTAL 100 100%
ANALYSIS:
From the above table we can analyse that 23% of the respondents would prefer to improve
the area of Product Variety, 24% of the respondents would prefer to improve the area of
Price, 19% of the respondents would prefer to improve the area of Offers, 15% of the
respondents would prefer to improve the area of Quality, 11% of the respondents would
prefer to improve the area of Outlets, 5% of the respondents would prefer to improve the area
of Advertising, and 3% of the respondents would prefer to improve the Other areas.

22. GRAPH SHOWING THE AREA OF IMPROVEMENT:
PERCENTAGE
OTHER
ADVERTISING
OUTLES
QUALITY
OFFERS
PRICE
PRODUCT VARIETY
0%
5%
10%
15%
20%
25%
INTERPRETATION:
From the above graph we can infer that 24% of the respondents would prefer to improve in
the area of Price.

FINDINGS, SUGGESTIONS
AND CONCLUSION
FINDINGS:-
 The project revealed that 84% of the respondents fall under the age group of 16-25
and 26-35 years. One of the reasons for this could be that most of the sales of Titan
Industries happens due to the very well-known brand “Fastrack”.
 The project revealed that 56% of the respondents are Students and 24% of the
respondents are Salaried Employees. This could be because most of the Students and
Salaried Employees fall under the category of Youth, and almost all of them prefer
the brand “Fastrack”.
 The project revealed that 30% of the respondents visit Titan Showroom Once in a
year and 26% of the respondents visit Titan Showroom Once in 2 years. One of the
reasons for this could be because most of the respondents said that the service in the
showroom is not so good, and that the salespersons should be friendlier rather than
being intuitive.
 The project revealed that 52% of the respondents are Satisfied with the Promotional
Strategy of Titan Industries. Titan Industries have an amazing way of approaching the
customers, their advertisements and promotional strategies are very appealing so most
of the respondents are satisfied with it.
 The project revealed that 25% of the respondents came to know about products of
Titan Industries through Advertisements and Television. Titan have a great way of
advertising in the television by creating an emotional attachment between the people
so all the people will be drawn towards the advertisements.
 The project revealed that 40% of the respondents are Satisfied with the services of
Titan Showroom. Only 40% of the respondents are satisfied with the services which
means a majority of them are not, so Titan has to work on it.

 The project revealed that 88% of the respondents would recommend about the
products of Titan Industries to Others. Most of the respondents were really happy with
the quality of the products manufactured by Titan and their premium finish, they even
loved that they are long lasting.
 The project revealed that 39% of the respondents would like to purchase a product of
Titan Industries Anytime rather than a Special Occasion or Birthday, etc. So this is a
very good thing for the Company because if people are ready to buy anytime and
there’s a decrease in sales then it means that people are not satisfied with something –
maybe variety, price, options, etc.
 The project revealed that 41% of the respondents are Satisfied with the quality of
products manufactured by Titan Industries. This shows that they’re not so happy with
it, which means they’ll have to increase their quality a bit to make the customers
highly satisfied and gain their loyalty.
 The project revealed that 63% of the respondents prefer to buy the product of Titan
Industries Only During Offers. So if they give people more offers or more discounts
then many people will be willing to buy their products, maybe they lack an incentive
to buy their products and providing offers and discounts might just be enough to
attract them to buy the products.
 The project revealed that 24% of the respondents would prefer to improve the area of
Prices of products offered by Titan Industries. Most of the respondents feel that the
products of Titan are highly priced, it could be because of the lack of variety, or a
drop in the quality or it can even be due to the lack of Premium feel in a few of the
products.

SUGGESTIONS:
After the survey and the analysis the following recommendations are suggested:-
 Titan Industries should come up with more variety of products as the variety offered
at present is just limited.
 Most of the respondents said that the show rooms are very hi-fi no doubt but the sales
person should be more convincing as well as friendly with the customers. Hence they
should make them feel more comfortable while buying.
 Most of the respondent would like the price of the products of Titan Industries
decreased.
 Most of the respondents are ready to buy the products of Titan Industries anytime, so
they can come up with more varieties of products.
 Most of the respondents suggested that Titan Industries could come up with Smart
Watch, or a modern version of Pocket Watch as they’re very interested in buying
them.
 Most of the respondents are only Satisfied with the quality of products manufactured
by Titan Industries but not Highly Satisfied, and since Titan is an International Brand
they can increase the quality of the product by making it more Premium but at a less
price.
 Most of the respondents said that they would like to purchase the products of Titan
Industries only during offers, so they can come up with more offers to increase their
sales and maximize their profits.
 Personal communication with the head of the outlet should be implemented to find
out about the customers and their demands and making changes to increase the
customer experience and the sales.

CONCLUSION:
The project study was selected to analyse the customer perception towards Titan Products by
Titan Industries which have showed a steady growth and huge turnovers in recent years. The
study was conducted to evaluate the performance and market standing of the company with
the analysis of satisfaction of the customers. The study helped to obtain suggestions for the
improvement of the products and services of Titan Industries and also helped in finding out
the satisfaction level of the consumers.
The world is becoming more and more Modern and the people are also becoming more and
more interested in gadgets and people love to have a lot of options and variety. There are a lot
of competitors for Titan Industries in the world market and they have to start changing and
adapting to the modern world, or else they’ll become like HMT, lost in the past because they
didn’t adapt to the change that has occurred in the world. As technology is evolving at a very
high rate, they’ll have to get on with it. There are a lot of companies that have come up with
Smart Watches and wearable tech, and most of them have at least gone for digital analogues
rather than the normal analogues. Most of Titan Industries competitors have gone for digital
analogues, companies like Police, Casio, etc. Most of the watch companies are even coming
up with smart watches, companies like Pebble, Casio, etc. and if Titan Industries doesn’t
adapt to this change and come up with something modern then they’re going to loose a lot of
customers. And it’ll decline as the world gets more and more evolved with technology. They
could even come up with a modern version of Pocket Watch with modern technology, this
could keep a lot of customers interested in this brand.
Most of the consumers are not happy with the services in Titan Showrooms, most of them
suggest that the employees at the showrooms must be more friendly and appealing rather than
grumpy, if Titan Industries works on this, it’ll really help them in gaining a lot of new
customers and develop a more customer relationship and loyalty.
Though Titan Industries has found a prominent place in the world market, it can have a better
market share if they redefine their strategies. They could, for instance, give more offers and
discounts and make the customer experience in the showrooms better which seems to be the
preference of most of the customers. They could also add more variety to their products and
give the customer some extended warranty and guarantee along with better quality with less
and affordable price as most of the customers of Titan Industries are aged between 16-25
years and are youth, the could also throw in some sales promotion activity which would help
in creating more awareness among the people and help in increase of sales and profit
worldwide.

QUESTIONNAIRE
Topic: A study on “Customer Perception towards Titan Products”
Dear Sir/Madam,
I S.P. Aditya Gupta, 6th sem BBM student of CMR Institute of

Management Studies, I am doing a short term project work on “CONSUMER
PERCEPTION” towards Titan Industries as a part of my course curriculum.
Thus, I request you to help me by filling up this Questionnaire.

1. Name:
2. Age Group:
1) 16-25 years
2) 26-35 years
3) 36-45 years
4) 46 years & above
3. Gender
1) Male
2) Female
4. Occupation:
1) Business
2) Salaried Employee
3) Student
4) Professional
5) Others (please specify)
5. Have you ever visited Titan Showroom?

1) YES
2) NO
6. How often do you visit Titan Showroom?

1) Quarterly
2) Half-Yearly
3) Once in a year
4) Once in 2 years
7. Indicate your opinion on promotional strategy of Titan Industries.
1) Highly Satisfied
2) Satisfied
3) Average
4) Dissatisfied
5) Highly Dissatisfied
8. What is the satisfaction level of the Products of Titan Industries?

1) Highly Satisfied
2) Satisfied
3) Average
4) Dissatisfied
9. Which of these sources give you awareness about the products of Titan Industries?
1) Newspaper (please specify which one)
2) Advertisements
3) Word of Mouth
4) Leaflets
5) Hoarding
6) Television
10. The services at Titan Showrooms are:

1) Highly Satisfied
2) Satisfied
3) Average
4) Dissatisfied
11. Indicate your response about the pricing strategy of Titan Industries:
1) Very High
2) High
3) Reasonable
4) Low
12. Would you like to recommend about Titan products to others?

1) YES (please specify why)
2) NO (please specify why)
13. When do you wish to purchase a product of Titan Industries?

1) Birthday
2) Special Occasion
3) Any time
4) During Offers or Discounts
14. Do you think Titan Industries offer enough variety of Product Lines?
1) YES
2) NO
15. Would you like them to offer or come up with new products?
1) YES
2) NO
16. Are you satisfied with the quality of the products manufactured by Titan Industries?
1) Highly Satisfied
2) Satisfied
3) Average
4) Dissatisfied
17. Indicate your preference with regard to watches.

1) Titan
2) Casio
3) Police
4) Tag-Huer
5) Fastrack
18. Indicate your preference with regard to Eye Glasses.

1) Titan Eye+
2) Ray-Ban
3) Calvin Klein
4) Gucci
5) Other (please specify)
19. Indicate your preference with regard to Backpacks.

1) Fastrack (Titan)
2) Wildcraft
3) Puma
4) Reebok
20. Indicate your order of preference with regard to perfume.

1) Skinn (Titan)
2) Fogg
3) Axe
4) Chanel
5) Other (please specify)
21. Indicate your preference with regard to Jewellery.
1) Tanishq (Titan)
2) Navaratan
3) Abharan
22. When do you prefer to purchase at Titan outlets?

1) Only during offers
2) Any time
23. Which area do you think needs the most improvement?

1) Product Variety
2) Prices
3) Offers
4) Quality
5) Accessibility of outlets
6) Advertising
Please specify any more suggestions………………

BIBLIOGRAPHY
BOOK NAME AUTHOR NAME PUBLICATIONS
MARKETING Dr. K. HIMALAYA

MANAGEMENT RAMACHANDRA PUBLICATIONS
CONSUMER Mrs. SUJA R. NAIR HIMALAYA

BEHAVIOR PUBLICATIONS
REFERENCES:
www.titan.co.in
www.drive.google.com
www.google.com

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CUSTOMER PERCEPTION TOWARDS TITAN PRODUCTS

Marketing is as old as human civilization. Many people see marketing only as

Marketing encompasses not only manufacturing companies, wholesalers and retailers

Technological advancements, rapid globalization, and paradigm shift in economic

Institute of Management Studies (Autonomous) pg. 1

As technological development makes the world an increasingly smaller place,

Institute of Management Studies (Autonomous) pg. 2

“Market is a set of actual and potential buyers of a product.”

Institute of Management Studies (Autonomous) pg. 3

involved in marketing process. The responsibility of modern marketing is to research

 Marketing is a system: Marketing has been viewed as an ongoing or dynamic

 Marketing is a process of exchange: Marketing is essentially a process of exchange

 Marketing is a process: marketing involves various functions to be performed in an

Consumer Starts and Guiding It's a goal

Institute of Management Studies (Autonomous) pg. 4

Approaches to the study of Marketing:-

1. Commodity approach: Under the commodity approach we study the flow of a

2. Functional approach: We concentrate our attention on the specialized services or

4. Managerial approach: Combines certain features of commodity, institutional and

5. System approach: A system is set of interaction or interdependent groups

Institute of Management Studies (Autonomous) pg. 5

Buyer behavior model:-

Institute of Management Studies (Autonomous) pg. 6

man’s ability to learn, forget and discriminate.

3. The Psycho-Analytical model: This model is founded on Freudian psychology.

Institute of Management Studies (Autonomous) pg. 7

Factor influencing Consumer Behavior:-

Consumer Behavior is influenced by cultural, social, personal and psychological

 Social classes: Social classes are homogenous social stratifications in society

 Reference groups: Reference group influence buyer behavior very strongly.

Institute of Management Studies (Autonomous) pg. 8

3. Personal characteristics: : Buyer behavior is also influenced by the buyer’s personal

 Occupation: Buyers consumption pattern is also influenced by his occupation.

 Economic Circumstances: Economic circumstances of the buyer will affect

 Lifestyle: Lifestyle is an individual way of living, which is reflected in his

 Personality and self-concept: Personality is the persons distinguishing

Institute of Management Studies (Autonomous) pg. 9

4. Psychological characteristics: Motivation, perception, learning, beliefs and attitudes

 Motivation: Boyer’s needs are normally biogenic and psychogenic. When

 Perception: Once motivated, how the motivated buyer acts is influenced by

Institute of Management Studies (Autonomous) pg. 10

Institute of Management Studies (Autonomous) pg. 11

Factors affecting Perception:-

Institute of Management Studies (Autonomous) pg. 12

b. Intensity: Intensity, normally attracts to increase selective perception. Strong

d. Repetition: Generally repeated external stimulus attracts more attention than a

e. Status: It is seen that one’s perception is also influenced by the status of

c. Principal of Continuity: The principle of closure and continuity emphasis

d. Principle of Context: In the perception the principle of context is of immense

Institute of Management Studies (Autonomous) pg. 13

Perceptual process is a complex concept through which people process information

2) PROCESSING STAGE: It involves:

3) OUTPUT STAGE: Due to perceptual input and processing mechanism there is

Institute of Management Studies (Autonomous) pg. 14

Characteristics of the Perceiver:-

 One’s expectations: It is the expectations which effect the perception of a person.

 Current psychological state: An individual psychological and emotional and

 One’s Self-concept: In fact one’s self concept plays an important role in

Institute of Management Studies (Autonomous) pg. 15

 The Differential Threshold:-

Consumer are by nature selective, they unconsciously exercise a great deal of

Factors affecting Perceptual Selection:-

Institute of Management Studies (Autonomous) pg. 16