77449910 modified titan ppt on consumer behaviour 1

7/29/2019 77449910 Modified Titan Ppt on Consumer Behaviour 1

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GROUP MEMBERS:

AVINASH CHOTHAVE 510

OWES INAMDAR 517


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INTRODUCTION

Titan is the largest watch company in India and the fifth largest in theworld.

Titan manufactures over 90 million watches across 30 countries.

Titan Industries was established in 1984 as a joint venture betweenthe Tata Group and Tamil Nadu Industrial Development Corporation(TIDCO).

Its corporate office is in Bangalore (Karnataka) and its watchmanufacturing facility is inHosur (Tamil Nadu).

The majority stake in the company is held by the promoters, with

TIDCO having 28 per cent of the shares and Tata Group companiesowning 25 percent of the shares.

Public holding in the company is around 28 per cent. The rest of thestake is held by foreign institutions, non-resident Indians, mutualfunds and other institutions.


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TITAN: Watches

Titan Eye+: Eye Wear Tanishq: Jewelry

Precision Engineering Division

CORE PRODUCTS


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Sonata Dash! Fastrack

Steel Edge Raga

Nebula XYLYS

HTSE


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Market map

SonataHmt

maxima Titan Citizen

Raymond weil,

Tissot

Omega,

Rado

Nebula

xylys

FastrackEsprit, Swatch,

Fossil, Giordano,

DKNY, Carrera

Tag huer,

Hugo boss,

C.dior

Rs.500 1000 2000 4000 5000 10000

30000+


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PROMOTION

Advertising media:

Television

Print

Internet

Titan brand ambassador:

Titan Brand: Aamir Khan

Sonata: Mahendra Singh Dhoni

Raga: Gul Panag, Rani Mukherjee

Xylys: Rahul Bose.

Titan tagline: Be more

Fast track tagline: How many you have?

Public relation

Promotion On Occasions

Sales promotion

Sponsorship

Seasonality

Promotion through Contests


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SWOT Analysis on titan

Strength Style

Models

Exclusive products

Other than these there have few more strength like-

Contribution of owned brands and retail. The profit is accounted by being in the retail space which is booming.

Watches are available with popular functions like dates, multifunction .

Guarantee/warranty

Weaknesses

Pricing of high end products

Globalization Threat from new entrant

Opportunities

Seasonality

Gifting concept

Exchanging offer

D. Threats

Competitor

Premium segment

Mobile Phones


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Consumer Market

Consists of all the individuals andhouseholds who buy goods and

services for personal

consumption.


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Consumer Buying Decision Process.

Problem

Recognition

Information

Search

Evaluation of

Alternatives

PurchaseDecision

Post-PurchaseEvaluation


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13

Factors Influencing

Consumer Behavior.

Social

Referencegroups

Family

Rolesand

status

Personal

Age andlife-cycle

Occupation

Economicsituation

LifestylePersonality

andself-concept

Psycho-logical

Motivation

Perception

Learning

Beliefs andattitudes

Buy

Culture

Sub-culture

Socialclass

Cultural


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Research Objectives

To study the buying behavior of Titan customers.

To know awareness level about Titan Watches.

To find out satisfaction level of Titan Watches.

To study the various factors affecting buying behavior for a

watch customer like

Quality

Price

Promotion media.

Preferred buying places.


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Research Design:

A descriptive research design has been followed for the study.Sampling type:

Non-Probability

Sampling method

Judgmental Sampling- as only people using Titan have been approached for

the survey.

Volume of data

Total sample size 50 People using Titan Watches (Judgmental Sampling)

Type of Data Sources

a)Primary data collection tool- Structured Questionnaire (onlinequestionnaire to be sent via mail to the respondents).

b)Secondary data sources- previous projects from library, internet resources.


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DATA ANALYSIS


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Gender No of

respondents

% of

sample

Male 29 58%

Female 21 42%

GENDER DISTRIBUTION


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AGE DISTRIBUTION

Age No of

respondents

% of

sample

15-25 18 36%26-35 28 56%

36 and

above

4 8%


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Student, 15, 30%

Employed, 21, 42%

Businessman, 8,

16%

Self Employed,

3, 6%

Housewife, 3, 6%

OCCUPATION


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INCOME DISTRIBUTION

Income

Group

No of

respondents

% of

sample

less than100,000

1 2%

100,001 -

300,000

10 20%

300,001 -

500,000

28 56%

500,001 and

above

11 22%


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1. Are you Aware of brand Titan?

Awareness No of

respondents

% of

sampleYes 50 100%

No 0 0%

Inference- This can be clearly concluded that Titan has got an extra ordinary

awareness level.


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2.Through which of the following media you came to know about Titan?

Media No of

respondent

% of

sample

TVadvertisements

44 88%

Newspaper and

magazines

6 12%

Events 0 0%

Online adds 0 0%

Inference- Maximum No of respondents came to know about Titan from TV adds.


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3. How many TITAN watches do you possess?

No of

watches

No of

respondents

% of

sample

1 20 40%

2 21 42%3 6 12%

More than 3 3 6%

Inference- 80% of respondents have 1 to 2 watches, which can be increased.


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5. How do you rate Titan in terms of following attributes?

RATINGATTRIBUTE

S

Excellent Very good Good Satisfactory poor

Durability 28(56%) 17(34%) 4(8%) 1(%) 0

Style 13(26%) 18(36%) 19(38%) 0 0

After sale

service

7(14%) 14(28%) 25(50%) 3(6%) 1(2%)

Brand Image 35(70%) 8(16%) 7(14%) 0 0

Price 16(32%) 15(30%) 13(26%) 6(12%) 0

Inference- Titan has got good credits in all attributes except after sale service.


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6. Who influences your buying decision most?

Family, 24, 48%

Friends and

colleagues, 24,

48%

Social Groups,

2, 4%

Brand

ambassadors, 0,

0%

Inference- Still family and friends & colleagues play the most dominating

role in decision making process.


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8. Where would you like to purchase Titan watches?

Place No of

respondents

% of sample

Exclusive Titan Showroom 36 72%

Multi branded Watch showroom 5 10%

Departmental Stores(like Pantaloons,

Shoppers Stop, Lifestyle)

9 18%

Online 0 0

Inference- Exclusive outlets are most preferred shopping destination to

purchase watches followed by departmental stores and online purchase in nil

in case of Titan.


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9. Does the brand ambassador Amir Khan or Rani Mukharjee

influenced you in the purchase of Titan watches?

Influence No of respondents % of

sample

Yes 33 66%

No 17 34%

Inference- Brand ambassadors also have a significant impact

on purchase decision of buyers.


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10. Will you recommend the brand Titan to others?

Recommendati

on

No of

respondents

% of sample

Yes 50 100%

No 0 0%

Inference- 100% recommendation clearly reflects satisfactionderived by users is up to expectation.


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11. Are you satisfied with the Titan watch you possess?

Satisfied No of

respondents

% of

sample

Yes 49 98%

No 1 2%

Inference- Almost respondents are satisfied with Titan product they are using


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12.If not TITAN which brand would you like to go for?

Citizen, 8, 23%

Casio, 5, 15%

Timex, 15, 44%

Others, 6, 18% Brand No of

respondent

% of

sample

Citizen 8 23%

Casio 5 15%

Timex 15 44%

Others 6 18%

Inference- Timex can be considered as second most preferable brand after Titan.


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SUGGESTIONS

Internet presence- The Company should try to increase its presence in internet space

and try to create a good e-portal for its products to promote e buying.

Increased usage- As we can see that 80% of users have just one or two watches, so

company should try to increase usage by promoting various ranges for various

occasion, situation and time.

After Sale service- It is the single factor where company is lacking and needs to make

effort. After sales service has to be improved. That is, the process of servicing and

repairing of watches should be made faster. This can be done by ensuring the spare

parts availability and training all sales personnel in Titan showrooms to undertake thesetasks


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Event sponsorship- To increase its visibility, Titan Company can sponsor eventssimilar to fashion shows in which all latest designs launched are displayed. This would

have multiplier effect as the latest design launched by the company gets noticed by

different segments of the customers in varied ways.

Radio adds- Tie up with FM radio channels for reminder advertisements and

informing customers about various sales promotion offers from time-to-time.

Product Diversification - Titan can also look into diversifying watch business to

wall clocks,

table clocks

Business digital clocks


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BIBLIOGRAPHY

Books Referred-

Consumer Behavior by Schiffman and Kanuk .

Websites visited-

www.titanwold.comwww.tata.com/titan

www.thehindu.com

www.economictimes.com

www.insightory.com


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THANK YOU !!!

77449910 modified titan ppt on consumer behaviour 1

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