A STUDY ON

A RESEARCH REPORT ON TITAN WATCH

PROJECT SUBMITTED BY
TANVI MEHTA
ROLL NO. 27

SUBJECT: BUSINESS RESEARCH METHODS

BACHELOR OF MANAGEMENT STUDIES

JEEVAN JYOT EDUCATIONAL CHARITABLE

TRUST

REENA MEHTA COLLEGE OF ARTS,

SCIENCE, COMMERCE AND MANAGEMENT
STUDIES
BHAYANDAR WEST
MARCH 2019
 DECLARATION

I, Tanvi Mehta the student of Second Year Semester IV Year 2018-

19 hereby declare that I have completed the project on Research
Methodology on Titan Watch.

The information submitted is true and original to the best of my

knowledge.

___________________
TANVI MEHTA
 CERTIFICATE

This is to certify that Ms. Tanvi Mehta, Roll no. 27 of Second Year
Semester IV Year 2018-19 has successfully completed the project
on Business Research Methods under guidance of Prof. Aniket
Gawade.

______________________ ______________
PROF. ANIKET GAWADE TANVI MEHTA
 INDEX

SR NO. PARTICULAR PAGE NO.

1 INTRODUCTION 1-2
2 OBJECTIVES OF THE STUDY 3
3 SCOPE OF THE STUDY 3
4 LIMITATIONS OF THE STUDY 4
5 HYPOTHESIS 4
6 RESEARCH METHODOLOGY 5
7 SIGNIFICANCE OF THE STUDY 5
8 TENTATIVE CONCLUSION OF 6
THE STUDY
9 GIST OF THE STUDY 7
10 DATA ANALYSIS 8-17
11 HYPOTHESIS TESTING 18
12 RECOMMENDATION BY THE 19
RESEARCHERS
13 BIBLIOGRAPHY 20
INTRODUCTION

TITAN INDUSTRIES LIMITED

Titan Industries Ltd was incorporated in the year 1984 and commenced their business in
the year 1986.Titan Company Ltd is the world's fifth largest wrist watch manufacturer and
India's leading producer of watches. The company is engaged in manufacturing of watches
jewelry precision engineering and Eyewear. They produce watches under the brand name
Titan Fastrack, Sonata, Nebula, RAGA, Regalia, Octane and Xylys. They export watches
to about 32 countries around the world. Titan Industries Ltd is a joint venture between the
Tata Group and the Tamil Nadu Industrial Development Corporation (TIDCO).As on 31
December 2017 Titan's retail chain comprised of 1439 stores with total retail area crossing
1.87 million sq.ft nationally for all its brands.

Titan diversified into jewellery with Tanishq and subsequently into eyewear with Titan
Eyeplus. In 2013, Titan entered the fragrances segment with the brand Skin and, later that
year, it ventured into the helmets category under its brand Fastrack Also, Titan announced
recently (during the last quarter of 2016) about launching a series of affordable Smart
watches under its brands like Sonata and Fastrack soon.

Today, Titan Company is Tata Group's largest consumer company. The company has
amongst the world's largest retail chain of exclusive retail showrooms for watches called
‘The World of Titan’ spread over 100 towns. In 2013, the company's name was changed
from Titan Industries Ltd. to Titan Company Ltd. On 16 December 2013, Titan Company
announced the opening its 1000th retail store in Bangalore. With this, Titan became the
first Indian specialty retailer to open 1,000 stores in seven varied formats under watches,
jewellery and eyewear categories.

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INTRODUCTION
Sonata, India’s largest selling watch brand, offers stylish and contemporary watches for
everyone. This brand offers a look that suits all types of personality and style. Sonata has a
collection of both digital and analog watches. It comes in over 600 models with superb
designs and styles, in gold, silver, plain, dual tone which suits needs for all occasions.
Sonata offers different collections ranging from studded gold collection to smart steel and
sporty and young Super Fibre, with more than 600 models with the price range of Rs.400
to Rs.3600.Sonata, the watch brand from the Tata’s, launched superfibre, targeted at the
sub- Rs.500 market urban, semi urban.

Sonata is the value for money watch brand. Sonata has it all: affordability, looks,
guarantee, waterproof and durability. Sonata continues to evoke pride and confidence in
the customers with exquisite appearance and world-class quality. All these Sonata watches
are available across Titan Company’s 11,000+ authorized watch outlets and the exclusive
World of Titan stores chain. Sonata is available across various e-commerce platforms
including the titan website. From 2001, Sonata was communicated as Tata product rather
than as a Titan product. This was because Titan wanted to promote itself as a mid-
premium segment brand and Sonata was a mass segment brand. Mahendra Singh Dhoni
was signed as brand ambassador of Sonata in 2006 and Sonata positioned itself as the
brand for unconventional achievers- for those who want to make a unique impression.

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OBJECTIVES OF THE STUDY

 To find out the conclusions about something by gathering facts or by making

measurement
 To achieve new insights or gain familiarity of a phenomenon.
 To find out accurately the characteristics of a particulars individuals, situations or a
group.
 To test a hypothesis of a casual relationship between variables.
 To carry work for the betterment or upliftment of the society.

SCOPE OF THE STUDY

 To Study the aims at identifying the extend to which the quality of the product of a
watch affects its competitiveness.
 To Study the current perception about the watches rooted in the minds of the
customers, which could be useful in formulating the strategies in future operations
of the company
 It helps to gain knowledge about the different types of titan brand, and problems
faced by them on using such brands.
 It will help to frame certain strategies to improve their products
 It also helps to understand the awareness level among respondents

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LIMITATIONS OF THE STUDY
 Researchers faced a very big issue of communication gap.
 A lot of areas were inaccessible to the researchers.
 Researchers faced time constraints.
 The respondents were not ready to respond to the researchers
 The sources of information’s were very limitations

HYPOTHESIS
A hypothesis is a tentative statement about the relationship between two or more variables.

There are two types of hypothesis:

1) Null Hypothesis [H0]

2) Alternate Hypothesis [H1]

NULL HYPOTHESIS [H0]

It does not justifies the quality

ALTERNATE HYPOTHESIS [H1]

Price justifies the quality

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RESEARCH METHODOLOGY OF THE STUDY
1) Sample Universe
The sample universe of out project is Mira road Bhayandar, in which my sampling area
will be Bhayandar west near MC Donald, in which my sampling unit is in Reena Mehta
College.
2) Types of Research
The Type of Research the researcher wishes to adopt is the Empirical Research.
3) Type of Sampling
The Type of Sampling the researcher wishes to adopt is the Non- Probability method of
convenient sampling.

SIGNIFICANCE OF THE STUDY

 The research study entitled “Market Survey of Wrist watch” will help you to
understand the awareness level of Titan watches among the respondents.

 It also helps to understand the buying influences, brand preferences and brand
switching.

 The research findings of the study will help you the Titan Watch Industries Ltd. To
frame certain strategies to improve their products.

 To obtain some practical knowledge and information.

 It helps to study the position in the market over its competitors

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TENTATIVE CONCLUSIONS OF THE STUDY
The researchers has conducted the research amongst 10 respondents in which the sample
universe were in Mira road- Bhayandar were the sample area was Bhayandar near MC
Donald and sampling unit was Reena Mehta College were in there is a rough draft assume
by the researchers that Empirical research is to be correct. There is a minute opportunity
that Alternate hypothesis may go wrong and Null hypothesis may go right but that is to be
left for the further research carries out by the researchers. Whatever the conclusion will be
tested with the hypothesis in hypothesis testing and the research will get the solution with
which the researchers may also give some recommendations and suggestions.

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GIST OF ANALYSIS
The researchers has conducted the research amongst 10 respondents in which the sample
universe were in Mira road- Bhayandar were the sample area was Bhayandar near MC
Donald and sampling unit was Reena Mehta College.

In the research the respondents belong to the 18-22 years of age and were mentally sound.
The outcome of the research is to be carries out by sampling. The researchers have been
chosen is Empirical research and Non- Probability method of convenient sampling.

The researchers in the questionnaire have asked 10 questions in which the researcher seeks
for a solution.

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 DATA ANALYSIS
QUESTION NO. 1

Do you Own titan Watch?

 Yes
 No

Table no. 1.1

Particular Frequency Percentage %
Yes 10 100%
No 0 0
Fig. 1.1

15

10

5 Frequency

0
Yes No

Fig1.2

yes
no

Research was conducted amongst 10 respondents out of that 10 answer with Yes and with
sum up to 100% respectively.

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QUESTION NO. 2

What is the reason for selecting this brand?

 Price
 Availability of Spare parts
 Choice
 Brand Value

Table no. 1.1

Particular Frequency Percentage %
Price 2 20%
Availability of Spare parts 0 0
Choice 8 80%
Brand Value 0 0
Fig 2.1

10
8
6
4
2
0 Frequency

Fig. 2.1

Price

Availability of
Spare parts
Choice

Research was conducted amongst 10 respondents out of which 2 respondent answered

with Price and 8 respondent answered with Choice which means 20% responded towards
price and 80% responded towards choice respectively

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QUESTION NO. 3

Which series do you own?

 Sonata
 Raga
 Octane
 Fastrack

Table no. 3.1

Particular Frequency Percentage
Sonata 6 60%
Raga 1 10%
Octane 0 0
Fastrack 3 30%
Fig. 3.1

4
Frequency
2

0
Sonata Raga Octane Fastrack

Fig. 3.2

Sonata
Raga
Octane
Fastrack

Research was conducted amongst 10 respondents out of which 6 respondent answered

with Sonata, 1 respondent answered with Raga and 3 respondent answered with fastrack
which means 60% respondent answered with Sonata, 1% respondent answered with Raga
and 3 respondent answered with fastrack respectively.

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QUESTION NO. 4

Which age group do you belong?

 15-25
 25-35
 35-45
 45-55
 60 & Above

Table no. 4.1

Particular Frequency Percentage %
15-25 9 90%
25-35 0 0%
35-45 1 10%
45-55 0 0%
60 & Above 0 0%

Fig. 4.1
10

5
Frequency
0
15-25 25-35 35-45 45-55 60 &
Above

Fig. 4.2
15-25
25-35
35-45
45-55

Research was conducted amongst 10 respondents out of which 9 respondents answered

with 15-25 age group, 1 respondent answered with 35-45age group which means 90%
respondent answered with 15-25, 10% respondent answered with 35-45 respectively.

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QUESTION NO. 5

What you feel about quality of the product?

 Excellent
 Good
 Neutral
 Poor
 Very Poor

Table no. 5.1

Particular Frequency Percentage %
Excellent 4 40%
Good 6 60%
Neutral 0 0
Poor 0 0
Very Poor 0 0

Fig. 5.1

8
6
4
Frequency
2
0
Excellent Good Neutral Poor Very Poor

Fig. 5.2

Excellent
Good
Neutral
Poor

Research was conducted amongst 10 respondents out of which 4 respondents answered

with Excellent and 6 respondents answered with Good which means 40% respondent
answered with Excellent and 60% respondent answered with Good respectively.

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QUESTION NO. 6

How long have you been using this product?

 Less than 1 year

 1-2 year
 3-4 year
 5 year and above

Table No. 6.1

Particular Frequency Percentage %
Less than 1 year 2 20%
1-2 year 5 50%
3-4 year 2 20%
5 year and above 1 10%
Fig. 6.1
6
5
4
3
2 Frequency
1
0
Less than 1 1-2 year 3-4 year 5 year and
year above

Fig 6.2

Less than 1 year

1-2 year
3-4 year
5 year and above

Research was conducted amongst 10 respondents out of which 2 respondent answered

with Less than one year, 5 respondent answered with 1-2 year, 2 respondent answered
with 3-4 year and 1 respondent answered with 5 year and above which means 20%
respondent answered with Less than one year, 50% respondent answered with 1-2 year,
20% respondent answered with 3-4 year and 10% respondent answered with 5 year and
above respectively.

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QUESTION NO. 7

What do you think about price of the product?

 Extremely Affordable
 Affordable
 Expensive
 Very Expensive

Table No. 7.1

Particular Frequency Percentage %
Extremely Affordable 2 20%
Affordable 8 80%
Expensive 0 0
Very Expensive 0 0
Fig. 7.1
10
8
6
4 Frequency
2
0
Extremely Affordable Expensive Very
Affordable Expensive

Fig. 7.1

Extremely
Affordable
Affordable

Expensive

Very Expensive

Research was conducted amongst 10 respondents out of which 2 respondents answered

with Extremely Affordable and 8 respondents answered with Affordable which means
20% respondent answered with Extremely Affordable and 80% respondent answered with
Affordable respectively.

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QUESTION NO. 8

How well does the Price justify the Quality?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

Table No.8.1

Particular Frequency Percentage %

Strongly Agree 4 40%
Agree 6 60%
Neutral 0 0
Disagree 0 0
Strongly Disagree 0 0

Fig. 8.1
8

4
Frequency
2

0
Strongly Agree Neutral Disagree Strongly
Agree Disagree

Fig. 8.2

Strongly Agree
Agree
Neutral
Disagree

Research was conducted amongst 10 respondents out of which 4 respondents answered

with Strongly Agree and 6 respondents answered with Agree which means 40%
respondent answered with Strongly Agree and 60% respondent answered with Agree
respectively. The researcher proves the Alternate hypothesis that Price Justifies the quality
is accepted and correct.

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QUESTION NO. 9

How satisfied are you as a customer?

 Highly Satisfied
 Satisfied
 Neutral
 Unsatisfied
 Highly unsatisfied

Table No. 9.1

Particular Frequency Percentage %

Highly Satisfied 5 50%
Satisfied 5 50%
Neutral 0 0
Unsatisfied 0 0
Highly unsatisfied 0 0

Fig. 9.1
6
5
4
3
2 Frequency
1
0
Highly Satisfied Neutral Unsatisfied Highly
Satisfied unsatisfied

Fig. 9.2

Highly Satisfied
Satisfied
Neutral
Unsatisfied

Research was conducted amongst 10 respondents out of which 5 respondents answered

with Highly Satisfied and respondents 5 answered with Satisfied which means 50%
respondent answered with Highly Satisfied and 50% respondent answered with Satisfied
respectively.

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QUESTION NO. 10

Will you refer it to your friend?

 Yes
 No

Table No. 10.1

Table no. 10.1

Particular Frequency Percentage %
Yes 10 100%
No 0 0

Fig.10.1

15

10

5 Frequency

0
Yes No

Fig.1.2

yes
no

Research was conducted amongst 10 respondents out of that 10 answer with Yes and
which means 100% with Yes respectively.

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HYPOTHESIS TESTING
The researcher choosed the sample universe to be Mira road Bhayandar in which the
sample are was Bhayandar west near Mc Donald and the sample unit was in Reena Mehta
College.

Where, the hypothesis to be tested is

 Alternate hypothesis [H1]

 Null hypothesis [H0]

Where, the researcher adopted Empirical Research and Non-Probability Convenient

Method of sampling in which the researcher has proved alternative hypothesis in Question
No. 8 from which it is to be understood that the researcher has not accepted the null
hypothesis and no errors or no errors of Type I and Type II has occurred.

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 RECOMMENDATIONS BY THE RESEARCHER
 Titan watch should come up with more variety of products as variety offered at
present is just limited.
 The services for new watches should be improved.
 Most of the customers feel Titan as Status symbol so the company should maintain
its Level and launch the new products in accordance with this statement.
 Most of the persons are price conscious while purchasing their watches so the
company should maintain its cost leadership.
 Titan industry should aims at attracting middle and old respondents as well.
 Quality of the leather straps (belt) of watches should be improved.
 Advertisements in local media should be increased. This may cover the rural areas
also.
 The dealer has to improve after sale service to satisfy the customers.

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BIBLIOGRAPHY/ WEBLIOGRAPHY
 www.titan.com
 www.titanworld.com
 www.capitalmarket.com
 www.business-standard.com
 www.google.com

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