31780075 titan ppt on consumer behaviour

8/7/2019 31780075 Titan Ppt on Consumer Behaviour

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PRESENTED BY

PRAMOD KUMAR

MFM 2009-11



INTRODUCTION

� Titan is the largest watch company in India and the fifth largest in the world.

� Titan manufactures over 90 million watches across 30 countries andcumulative.

� Titan Industries was established in 1984 as a joint venture between the TataGroup and Tamil Nadu Industrial Development Corporation (TIDCO).

� The company set up its corporate office in Bangalore (Karnataka) and itswatch manufacturing facility in Hosur (Tamil Nadu).

� The majority stake in the company is held by the promoters, with TIDCOhaving 28 per cent of the shares and Tata Group companies owning 25percent of the shares.

� Public holding in the company is around 28 per cent. The rest of the stake isheld by foreign institutions, non-resident Indians, mutual funds and otherinstitutions.



TITAN: Watches

Titan Eye+: Eye Wear Tanishq: Jewelry

Precision Engineering Division

CORE PRODUCTS



Sonata Dash! Fastrack

Steel Edge Raga

Nebula XYLYS



Market map

Sonata

Hmt

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+



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

Gift concept

Promotion On Occasions

Sales promotion

Sponsorship

Seasonality

Promotion through Contests



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 and chronographic.

� 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



Purchasing power of consumers

BRAND PURCHASING POWER (PRICE) RS. CATEGORY

FAST TRACK 550-1,430 YOUTH

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

SPECTRA 650-1,830 COMMON CLASS

ROYAL 960-2,830 UPPER- MIDDLE CLASS

TITAN 2000-4000LOWER MIDDLE CLASS & UPPER

CLASS

SONATA 350-900LOWER MIDDLE CLASS - UPPER MIDDLE

CLASS

RAGA 1,420-4,000 UPPER CLASS

BANDHAN 1,675-8,085 COUPLES

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

EDGE 4,500-5,200 BUSINESS CLASS

NUBULA 10,000-45,000 UPPER CLASS

Market Positioning



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.



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 will be approached for thesurvey.

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.



DATA ANALYSIS



Gender No of

respondents

% of

sample

Male 29 58%

Female 21 42%

GENDER DISTRIBUTION



AGE DISTRIBUTION

Age No of

respondents

% of

sample

15-25 18 36%

26-35 28 56%

36 and

above

4 8%



Student

15

30%

Employed

21

42%

Businessman

8

16%

Self Employed

3

6%

Housewife

3

6%

OCCUPATIO N



INCOME DISTRIBUTION

Income

Group

No of

respondents

% of

sample

less than

100,000

1 2%

100,001 -

300,000

10 20%

300,001 -

500,000

28 56%

500,001 and

above

11 22%



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.



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

Media No of

respondent

% of

sample

TV

advertisements

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.



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.



4.Which of the following attributes you consider while purchasing the watches?

R ATING

ATTR IBUTE

S

1(least

important)

2 3 4 5 (most

important)

Durability 1(2%) 1(2%) 8(16%) 9(18%) 31(61%)

Style 2(4%) 3(6%) 0 11(22%) 34(64%)

After sale

service

1(2%) 2(4%) 23(46%) 16(32%) 8(16%)

Brand Image 2(4%) 1(2%) 7(14%) 11(22%) 29(58%)

Price 4(8%) 5(10%) 13(26%) 10(20%) 18(36%)

Inference- Durability and style are to main attribute which respondents keep

in mind while deciding about their purchase.



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

R ATING

ATTR IBUTE

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.



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.



7. Which price range would you prefer ?

Price range in

R s

No of

respondents

% of sample

500 ± 1000 2 4%

1001 ± 2000 19 38%

2001 ± 5000 22 44%

5001 and

above

7 14%

Inference- 80% of respondents are using watches of price

range Rs 1000-5000.



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.



9. Does the brand ambassador Amir Khan or Rani Mukharjee

influenced you in the purchase of Titan watches?

Influence No of respondents % of

sampleYes 33 66%

No 17 34%

Inference- Brand ambassadors also have a significant impact

on purchase decision of buyers.



10. Will you recommend the brand Titan to others?

R ecommendati

on

No of

respondents

% of sample

Yes 50 100%

No 0 0%

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



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



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.



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 variousoccasion, 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



�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



BIBLIOGRAPHY

Books R eferred-

Consumer Behavior by Schiffman and Kanuk .

Websites visited-

�www.titanwold.com�www.tata.com/titan

�www.thehindu.com

�www.economictimes.com

�www.insightory.com



THANK YOU !!!THANK YOU !!!

31780075 titan ppt on consumer behaviour

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