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8/7/2019 31780075 Titan Ppt on Consumer Behaviour
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PRESENTED BY
PRAMOD KUMAR
MFM 2009-11
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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.
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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
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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+
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PROMOTION
Advertising media:
Television
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
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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 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
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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
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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 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.
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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%
OCCUPATIO N
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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%
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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
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.
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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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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.
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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.
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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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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.
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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
sampleYes 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?
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.
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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 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
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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 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
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THANK YOU !!!THANK YOU !!!