Abstract:

This study has been written and order to understand the consumer buying behavior
towards Titan wrist watches in Annamayya district .The objectives of this research are to
study the factors affecting choice of type of Titan wrist watches, to measure the customer
satisfaction towards Titan wrist watches, to find out the desired platform for buying of
watches and to find out the type of strap material preferred for wrist watches. Descriptive
research design and non-probability (convenience) sampling technique has been used in
order to conduct this research. In order to collect the primary data, questionnaire is used
and telephonic interview is conducted. Data is analyzed using SPSS. The results of the
study revealed useful information about the consumers buying behavior which might be
of great value to the marketers and the manufacturers of Titan wrist watches. Titan
company commenced operations in 1984 under the name Titan Watches Limited. In 1994,
Titan diversified into jewelry with Tanishq and subsequently into eyewear with Titan Eyeplus.
In 2005, it launched its youth fashion accessories brand In 2007, Titan Industries forayed
into the fashion accessories industry with the launch of sunglasses. It introduced Titan Eye
Plus that makes frames, contact lenses, prescription eyewear, and sunglasses. The division
accounted for ₹415 crore in FY 2016-17 maintaining a stable growth of 8%. In 2015, Titan
entered a joint venture to sell products of Swiss luxury brand Montblanc through its retail
outlets. Titan's equity share in Montblanc India Retail Private Limited is 49% and Montblanc
Services B.V. holds 51%.

1
 CHAPTER- 1

Introduction

Watches have turn out to be nearly a need for human beings, irrespective of the
economic class they belong to. The watch industry in the modern state of affairs is
booming and achieving a rapid growth in India. With the advent of latest technology, a
revolutionary change has occurred in the watch market of India. Many new brands with
latest technology have entered the market leading to rising.

competitiveness in the industry. Titan Company Ltd. (earlier referred to as Titan

Industries Ltd.)is an Indian consumer good company that manufactures fashion add-ons
which include watches, jewellery, eyewear, etc. It is a joint venture of Tata Group and
TIDCO (Tamil Nadu Industrial Development Corporation) & is taken into
consideration Tata group’s largest consumer company. Later it kept on launching more
variety of products and started touching more segments. Titan is also having its city
specific edition for Mumbai
and Kolkata.

2
 Literature Review:

AUTHOR CONCLUSION YEAR

(Natasa Slak Valek,2016) In their study the main agenda 2016

is to consider the self-
determination theory (SDT) to
examine the perceived impact
of events on happiness and
well-being based on event

(Moon, Jae ko, & Danial, 2017) The main purpose of this study 2017
is to determine the relationship
between the theoretical
knowledge and event quality
perceptions of an international
sport event and the host city’s
destination image.

(Gwinner, 2016) In his research he found that the 2016

events sponsorship will bring
more value for the sponsorship
companies because so many
people will get to know that the
brand of respective companies
so it’s a kind of best
advertisement to the
companies.

3
Elisa Gobbi, academic student’s high
Enrico performance. risk of social
Bignotti, media addiction
Ivano Bison of achieving
(2020) distinctive
academic
performance.
Sulaiman Impact of Social Correlation, There is a
Ainin, M. Facebook usage acceptance, Descriptive positive
Muzammil on student’s Academic statistics, relationship
Naqshbandi, academic performance Regression between
Sedigheh performance and analysis using student’s
Mogavvemi, Acculturation SPSS academic
Noor Ismawati performance
Jaafar (2021) and Facebook
usage.
Tabassum To inspect a Student Descriptive There is a
Rashid , Hanan path model with engagement, statistics using positive
Muhammad technology use, Self-directed SPSS. relationship of
Asghar (2020) student learning and the students’
engagement, academic technology use
self-directed performance. with student
learning and engagement,
academic self-directed
performance learning and
academic
performance.

4
(2019) media on Facebook mean statistics protecting their
student’s usage. using by SPSS social identity
behavior as their
Facebook shares
are not public.
That Facebook
is used for
communication
entertainment
and sharing
news, pictures
and songs
Huseyin To study Internet usage SPSS is used to They found out
Bicena, Nadire internet usage and network analyze data. that Live Spaces
Cavus (2020) of students and used to access Frequency, and Facebook
also to check their social Crosstabs and social network
which social media and percentage sites are
network sites social methods were preferred by the
are preferred by networking used during students.
students. sites. analysis
process.

5
Statement of the problem:

To study consumer attitude towards titan watches, study the consumer attitude towards
company’s promotional activities.

Objective:

● To know the extend of satisfaction among Titan watch users.

● To find the extend of brand loyalty among consumers.

● To analyze statistically responded opinion.

● To study buyer reaction to after sales service.

6
 CHAPTER-2

RESERCH METHODOLOGY

Research Methodology:

Data Collection and Sample Design:

For my research the data collection method I have used is survey based method and the
data collection tool I have used is structured questionnaire with five-point Likert scale.
The sample size for my research I collected is 107 respondents .The sampling technique I
used for my research is convenience sampling technique and software I used for my
research is Statistical Package for Social Sciences (SPSS) and the measurement
techniques used for my research is descriptive statistics, crosstabs, reliability analysis and
factor analysis.

Data Analysis and Interpretation:

Respondents:107

Table:

Age
Cumulative
Frequency Percent Valid Percent Percent
Valid 17-20 years 38 35.5 35.50 35.50
21-25 years 64 59.81 59.81 95.31
26-30 years 4 3.73 3.73 100

7
 Above 30 years 1 1.0 1.0 100.0
Total 107 107.0 100.0

Chart:

Interpretation:
From the above table we observed that the majority of the people are at the age of 21-25
years with 59.81% and after that with 39.5% of students are between the age of 17-20
years and next 3.73% of students are between age of 26-30 years and finally age above
are 30 are with the percentage with 1%.
Gender of Respondents:
Table:

Gender
Frequency Percent Valid Percent Cumulative
Percent
Valid Female 44 41.1 41.1 41.1
Male 63 58.9 58.9 100.0

8
Total 107 100.0 100.0

9
Interpretation:
From the above table we observed that 58.9% of respondents are of male and the
remaining 41.1% are of female respondents.

Education Qualification of Respondents:

Table:

Education

Frequency Percent Valid Percent Cumulative

Percent

Valid 1 .9 .9 .9

Intermediate 10 9.3 9.3 10.3

Others 3 2.8 2.8 13.1

10
 PG 69 64.5 64.5 77.6

SSC 1 .9 .9 78.5

UG 23 21.5 21.5 100.0

Total 107 100.0 100.0

Interpretation:
From the above table we observed that the high numbers of respondents are having the
education of PG with 64.5% and next following are doing Intermediate with the
percentage of 9.3%.
Table:
Which type of watch you bought?

Frequency Percent Valid Percent Cumulative

Percent

Valid 2 1.9 1.9 1.9

Analog 49 45.8 45.8 47.7

11
 Digital 56 52.3 52.3 100.0

Total 107 100.0 100.0

Interpretation:
From the above table we observed that 52% of respondents are using digital watches
and the remaining 45.8% are using analog watches.
Table:
What kind of Strap material you had bought ?

Frequency Percent Valid Percent Cumulative

Percent

Valid 4 3.7 3.7 3.7

Belt 1 .9 .9 4.7

Leather 57 53.3 53.3 57.9

Metal 44 41.1 41.1 99.1

12
 Titanium 1 .9 .9 100.0

Total 107 100.0 100.0

Interpretation:
From the above table we observed that 53.3% respondents are using their leather watches
and the next 44.1% respondents are using metal watches.
Which brand of watch You had previously?
Frequency Percent Valid Percent Cumulative
Percent

Valid 3 2.8 2.8 2.8

Fastrack 28 26.2 26.2 29.0

Rolex 37 34.6 34.6 63.6

Titan 38 35.5 35.5 99.1

Wrongn 1 .9 .9 100.0

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 Total 107 100.0 100.0

Interpretation:
From the above table we observed that 35.5% respondents are using titan watches, 34.6%
respondents are using Rolex watches, 26.2% respondents are using fastrack watches, and
remaining watches of 0.9%

Are you aware of the Titan new arrival work where watch ?

Frequency Percent Valid Percent Cumulative

Percent

2 1.9 1.9 1.9

No 19 17.8 17.8 19.6

Valid
Yes 86 80.4 80.4 100.0

Total 107 100.0 100.0

Chart:

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Interpretation:
From the above table and chart we observed that the high numbers of respondents are
aware of that new arrival of Titan watches with 80.4% and the next following with 17.8%
respondents.
Are you aware of the Titan new arrival smart watch JUXT

Frequency Percent Valid Percent Cumulative

Percent

4 3.7 3.7 3.7

No 29 27.1 27.1 30.8

Valid
Yes 74 69.2 69.2 100.0

Total 107 100.0 100.0

15
Interpretation:
From the above table we observed that 69.2% are of the new arrival smart watch JUXT
and remaining of the 27.1% are not aware of that

16
 CHAPTER-3

RESULTS, FINDINGS AND CONCLUSION

Results:

i. There is a significant relationship between various

demographic factors (income, age, gender) and the selection of type of Titan wrist watch.
ii. From the research it was found that 13-24 age group is the major contributor towards Titan
wrist watch followed by 35-44 age group.
iii. Out of 107 respondents, it was found that majority (45.3%) of respondents prefer to buy Titan
wrist watch from its outlet followed by its website.
iv. This research also reveals that majority of respondents prefer metal as a strap material followed
by leather. It has also been found out that females mostly prefer metal as a strap material because of
its ornamental thing and it is unlikely to break or stretch while males mostly prefer leather strap
material because of its light weight and can be worn out in any occasion.
v. 45.8% i.e., 85 respondents prefer analogue watches over other type of watches followed by
Hybrid, Digital and Touch screen.
vi. C-sat score reveals that 96.66% of the respondents are satisfied with the quality of Titan wrist
watches while there are 76% people who are satisfied with their return & Exchange policy.
vii. 50% of the respondents are found to be brand loyal and are not thinking of switching to
another brand.
viii. There is a significant difference between the satisfaction levels of customers of various
occupation with respect to various aspects (quality, design, warranty period) of
Titan wrist watches

Future Scope of the Study:

The present study is based on only limited number of factors. There are many more
factors which impact customers based on titan watches and also the future study can be
focused upon large geographical areas with more number of responses. And future study
can focus impact of buying behavior on customers in some specific aspect like buying
behavior, attitude.

17
 Conclusion:

This study was conducted in order to find out the consumer’s buying behaviour towards Titan
wrist watches. Study reveals that metal is the most preferred strap material. Apart from this, Analog
watches are considered to be most demanded by the consumers. The study also brings out that most
majority of people prefer to shop for Titan watches from its outlet. This study concludes that
there is a difference between the satisfaction level of various customers with respect to various
aspects quality, design, warranty period, of Titan wrist watches. With the growth of watch industry
and more competitors entering this market, it is necessary for Titan to focus on its return & exchange
policy and the warranty period of watches.

18
 References:

[1] Dhevika, V. P. T., Lathasri, O. T. V. and Karthik, M. (2014) ‘Brand Loyalty of Wrist Watches
among College Students’, International Journal of Research Instinct, 1(1), pp. 186–198.
[2] Shanmugapriya, S. and Kavya, D. (2018) ‘A Study On Customer Preference And
Buying Behaviour Towards Branded Watches In Coimbatore District’, Suraj Punj Journal For
Multidisciplinary Research, 8(12), pp. 285–297.
[3] Gurusamy, M. et al. (2018) ‘A Study On Consumers’ Behaviour Towards Wrist
Watches In Paavai Educational Institutions At Namakkal’, International Journal of Advance
Research and Innovative Ideas in Education, 4(2), pp. 509–517. Available at: www.ijariie.com509
(Accessed: 20 June 2021).
[4] Kumaravel, V. and Poornima, N. (2015) ‘Eco-Friendly Technologies of Titan Company
with special reference to Brand Equity and Preference of Titan Watches in Salem
City’,Shanlax International Journal of Management, 2(4), p. 90.
[5] Halamata, A. N. (2013) ‘Consumer Behaviour and Brand Preference of Titan Watches-
An empirical study with reference to Haveri District, Karnataka’, IOSR Journal of Business
and Management (IOSR-JBM, 7(1), pp. 1–07. Available
at:www.iosrjournals.orgwww.iosrjournals.org (Accessed: 20 June 2021).
[6] Mini Tejaswi (2019) ‘“Time” is up for watches, they are more of a style statement - The
Hindu’, The Hindu. Available at: https://www.thehindu.com/business/time-is-up-for-watches-they-
are-more-of-a-style-statement/article28977817.ece (Accessed: 20 June 2021)

19
Questionnaire:

1) Name:

2) Gender:

a) Male

b) Female
3) Age:

a) 17-20

b) 21-25
c) 26-30
d) above 30
4) Education:

a) B.Tech

b) B.Com

c) BBA

d) MBA
e) MCA
f) Intermediate/PUC
5) Are you member of social networking site?

a) Yes

b) NO
6) How many social networking sites are you member of?

a) 1-10

b) 11-20

c) 21-50
d) none
7) How do you access your social network site?

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a) PC

b) Laptop

c) Smartphone

21
 8) How long have you been using social networking site?

a) Less than one month

b) 1-6 months

c) 7 months to a year

d) More than a year

9) Mostly used social networking sites?

a) Facebook

b) Whatsapp

c) Twitter

d) YouTube

e) LinkedIn

f) Instagram
g) Snapchat
h) Other
10) On an average how much time do you spend daily on a social networking site?

a) Less than an hour

b) 1-2hrs/day

c) 3-5hrs/day

d) More than 6hrs/day

11) Why do you use a social media?

a) To find and share information

b) To play games and entertainment

c) To make professionals and business contacts

d) To keep in touch with family and friends

Answer the following questions ranging from Strongly Disagree to Strongly Agree:

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11) Do you think social media is important?

12) Should the social networking technology used for e-learning by colleges?

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13) Do you think privacy policies are effective in social media?

14) Use of social media affects physical activities of students?

15) Social media facilitator to create awareness among students to develop global
culture?
16) Social media is a latest form which is connecting families especially students?

17) Social media is a facilitator to advertise and search business students?

18) Social media is playing a key role to create political awareness among students?

19) Social media is essential for students to get learning and skills?

20) Social media is the source for students to get knowledge and information?

21) Social media is useful to connect the people all over the world?

22) Social media is creating awareness among students for new trends?

23) Social media deteriorate social norms and ethics among students?

24) Social media have positive impact on students?

25) Social media becoming a hobby for students to kill time?

26) Social media promotes unethical pictures, video clips among students?

27) Social media is affecting negatively in students?

28) Social media is necessary for students now a day?

29) Upon social media chatting, calling, links, liking links is the wastage of time for
students?
30) Social media is beneficial for students in the field of education?

31) Unwanted information creates confusion in the minds of students?

32) Do you think the students made through social media are trustworthy?

33) Does use of social media spoil our social benchmark?

34) Is social media activities are waste of time for students?

35) Social media helps students to find employment?

36) Social media is causing psychological problems in students?

37) Does social media causing imbalance in student’s emotional quotient?

38) Do you consider yourself addicted to social media?

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39) Social media has affected the relationship of students with friends and family?

25
40) Social media is provoking students for wrong consumerism pattern of buying?

41) Social media deviating students from basics of life and deviating to in organic
learning?

26