CHAPTER - I

INTRODUCTION AND DESIGN OF THE STUDY

1.1 INTRODUCTION

This study is an attempt to know and analyze the satisfaction level of

customer with reference to Titan Watches. Customer is the individual or organization unit

that consumes a product. A customer is a king of a market. Customer behavior is the

determining factor for the purchase of a product. Customer behavior may be defined as

the decision process and physical activity of individual.

When a customer prefers a particular product among a number of varieties,

it is known as customer preference. The attributes of a product should attract the attitude

of the customer, for having customer preference. The customer preference may change

from time to time, due to changes in fashion and because of faster development of

science technology. In the same scene, customer satisfaction is also one of the main

factors which determine the reputation of a manufacturing concern. Customer

satisfaction in nothing but the satisfaction level of the customer subsequent to the

purchase or consumption of a product.

This study analyses the buying habits of the customers, their income level,

awareness regarding wristwatches, the preference for various brands, their satisfaction

with their wristwatches etc. It further reveals the facts connected with the customer

satisfaction.

1
CUSTOMER SATISFACTION:
CUSTOMER
As per the customer protection act 1986, U/s. 2(1)(d) customer means any person

who buys any goods or services for personal use for a consideration.

SATISFACTION
Satisfaction is a persons feeling of pleasure or disappointment resulting from

comparing a product is perceived performance (or outcome) in relation to his or her

expectations. Satisfaction is the level of a person’s felt state resulting from the

comparison between products perceived performance and the person’s expectations.

Thus the satisfaction level is a function of the difference between perceived

performance and expectations. A customer could experience one of the three broad

levels of satisfaction, if the performance falls short of expectations, the customers is

dissatisfied. If the performance exceeds expectations, the customer is highly

satisfied.

Many companies are aiming for high satisfaction because customers who are just

satisfied still find it easy to switch when a better offer comes along. Those who are highly

satisfied are much less ready to switch. High satisfaction or delight creates an emotional

attaint with the brand hot just a rational preference. The result is high customer loyalty.

Every purchase invites results into either satisfaction or dissatisfaction

Satisfaction is the expected outcome. It signifies, “A confirmation that performance of

the chosen alternatives is consistent with its prior beliefs and expectations”.

Dissatisfaction on the other hand signifies an absence of such confirmation with reference

2
to the outcome.

1.2 OBJECTIVES OF THE STUDY

 To find out the customer satisfaction with Titan Watches.

 To know the reason for purchase of Titan Watches.

 To find out the customer satisfaction with sales promotional activities of Titan.

 To find out the effective media for advertisement.

 To find out the problem faced by the customer.

3
1.3 RESEARCH METHODOLOGY

Research is an out of scientific investigation and research methodology is a way to

systematically solve the research problem.

Research Design

A research design is the arrangement of conditions for collection and analysis of

data in a manner that aims to combine relevance to the research purpose with economy in

preceding the research design is descriptive in nature.

Descriptive Research Design

Descriptive research includes surveys and fact findings enquiries of different

kinds. The major purpose of descriptive research is description of the state of affairs as it

exists at present.

Nature of Data

The data can be collected in the form of primary and secondary data.

Primary Data

The primary data which are collected freshly for the first time and they are

collected through questionnaire.

Secondary Data

The secondary data which have been already collected by some one else. The data

was collected from the files of the company, document, records and books.

4
Sampling

The sampling means a definite plan for obtaining a sample from or given

population.

Sample Size

The sample size for this survey is 300 questionnaire as taken as sample from

various customers.

Sample Design

Convenient sampling method was used in this research.

Tabulation and Analysis

With the help of filled questionnaire a master table is prepared with all the data of

the respondents, then it is converted is to necessary tables based on different factors of

Titan Watches. Because the findings, suggestion and conclusions are based on analysis.

Tools for Analysis

For this research the following tool was used:

 Simple Percentage Analysis

Simple Percentage

The various factors of Titan Watches are analysed on the basis of the percentage,

which satisfied among the sample size.

5
1.4 LIMITATIONS OF THE STUDY

 This study able to contact only a limited number of customers.

 Time given for the study was not sufficient.

 The entire study is based on the information collected from the respondents of

Erode Town. So, the findings of this report are applicable to Erode Town Only.

6
 CHAPTER - II
PROFILE OF THE COMPANY

Titan Industries Limited is a Joint venture of the Tata Group and the Tamil

Nadu Industrial Development Corporation (TIDCO). Its business activities cover

watches, clocks and jewelry. In a short span of time, the company has built an enviable

reputation for its corporate practices, products and services. In 1980 TIDCO invited

TATA to participate in a joint venture to manufacture wristwatches.

In August 1982 the Government of India accorded approval to TIDCO for

the project. In Feb 1983 TATA’s floated a new investment company Quester Investment

Limited, Specifically for the project. In July 1984 TITAN WATCHES LIMITED was

incorporated. In March 1985 approval received by TITAN to implement the project. In

March 1988 J.R.D.RATAN TATA inaugurated manufacturing facilities of TITAN

WATCHES LIMITED.

FRANCE EBAUCHES who own leading European Manufactures of watch

movement provided the technical know – how for TITAN during the initial period. Their

product range includes quarts and mechanical movements for both gents and ladies

watches with and without calendar. In 1984 franche Ibaches signed an agreement for the

transfer of technical know how to TITAN WATCHES LIMITED

ROLE OF FRANCE EBUACHES IN TITAN WATCHES LIMITED

1. Transfer of technical know-how.

2. Training of manufacturing personnel in their factories at France.
3. Supply of Modules components in the project stage.

7
 4. Investment in TITAN WATCHES LIMITED
5. Directorship in the board of TITAL WATCHES LIMITED
The first watch of TITAN was assembled on 6 th Feb. 1987 and the millionth

watch was released on 10th April 1989. Every year the target rate and production level are

being increased by 2 million. Often proper steps have been taken to increase the

production capacity. In September 1984 TITAN WATCHES LIMITED CHANGED into

“TITAN INDUSTRIES LIMITED”.

OBJECTIVE OF THE COMPANY

It is Titan’s Corporate objective to be a significant and respected global

watch, clock and jewellery brand aim the middle to upper market segments and also be

the market leader in India, including being the premier in these products. Titan will use

its marketing sales and retailing strengths for the sale, principally in India, of select

watch, clock and jewelry brands. Titan will use manufacturing strengths to produce a

variety of micro precision engineering and electronic products unrelated to watches and

clocks.

Titan will use its more competencies in the areas of design, marketing,

retailing, sourcing and manufacturing, as appropriate, to extend its business activities to

other prestigious personal use products and luxury goods. In the pursuit of these

objectives, efficiency will always be a high corporate goal so as to always deliver the best

value for money to the customer. In doing so, Titan expects to put India on the world

map for high quality goods and service as also add value to the prestigious TATA name

on which its draws.

8
 In all its endeavors, Titan will seek to win global professional recognition

only for the achievement. High business ethics is an end in itself. In the pursuit of their

business objectives, they expect to ensure a high degree of satisfaction to all those with

whom they interact including share holders, suppliers, customers, employees the

community in which they function, the state of Tamil Nadu and society at larger.

Titan believes in creating organization where all those working in the

Company are encouraged and enabled to achieve high standards both at work and in their

personal lives. They believe in a work culture, which is cerebral yet passionate, analytical

yet creative, demanding yet democratic, intense yet relaxed. They believe in leading by

affection and consensus and not by authority and autocracy. They give equal importance

to individual brilliance and team work.

They believe in creating a psychological environment characterized by

pride and excitement and a physical work environment which is not only comfortable but

also congenial. Titan expects also to make significant contribution to the community in

which it operates and work for a betterment of the environment. Titan will communicate

frequently and effectively with the general public on the achievements of the company

and all those who work in it.

AREAS OF BUSINESS

Titan Industries is India’s Leading Manufacturer of watches, which it

markets under the Titan and Sonata brand names. It enjoys a 25% share of the total

domestic market – more than three times the size of this nearest competitor – and close to

a 50% share among nationally recognized brands.

9
 Titan Industries will make and market over 7 million watches this year,

making it the sixth largest global player in the category of “manufacturer brands”, i.e.

watch companies that manufacture the components that go into the branded products they

market. It has a very wide range of products in terms of looks, function and price points,

all noted for their workmanship and reliability. A significant proportion is sold through

two Titan controlled retail chains. The company’s watches are presently sold in about 40

countries of the world through marketing subsidiaries based in London, Dubai and

Singapore. The enjoy a reputation for being excellent value for money. Titan Industries

also makes watches for international labels.

After entering the watch segment in 1987, Titan Industries entered the

precious jewelry segment in 1995 under the brand name Tanishq. It is India’s only fine

jewelry brand with a national presence and is an acknowledged business leader in the

country’s US $ 10 billion jewelry market. Tanishq jewelry is sold exclusively through a

company controlled retail chain which now has 40 outlets and is still expanding. Tanishq

jewelry is also exported to Europe, the USA, the Middle East and Australia.

Titan Industries also makes and markets a very attractive range of

decorative table clocks incorporating both classical and contemporary designs, including

some ethnic styles.

The company employs around 3700 personnel. Its manufacturing facilities

occupy a built-up area of 33,000 square meters. The main manufacturing plants are

located at Hosur in the Southern State of Tamil Nadu. In addition there is an assembly

unit at Dehra Dun in the Northern State of Uttar Pradesh and a unit that produces

10
electronic circuitry for quartz watches in the state of Goa. Headquarters offices are in

Bangalore, the Information Technology capital of India.

ACHIEVEMENTS:

Titan Industries limited is recognized as a corporate leader by its

professional peers. It has been ranked as India’s leading customer durables marketing

company for the past seven years (1993-99) in polls conducted by the country’s leading

advertising and marketing publication A&M. It was rated as one of Asia’s top 200

companies and India top 10 in each of the years 1994 to 1998 in surveys conducted by

the Far Eastern Economic Review. In another survey conducted by the Economic Times

in the year 2000, Titan was voted India’s most admired brand. Recognition for the

company’s engineering capabilities, innovative products, advertising excellence and

services to the community has come in the form of several prestigious Indian and

International awards.

11
 CHAPTER - III

DATA ANALYSIS AND INTREPRATION

TABLE - 1

AGE GROUP OF THE RESPONDENTS

No. of Percentage
S. No Age Group
Respondents %

1 Below 20 101 33.6

2 21 – 30 100 33.4

3 31 – 40 53 17.6

4 Above 41 46 15.4

Total 300 100

Source: Primary Data

Sample Size: 300

INFERENCE:

The respondents belong to different age groups 33.6% of respondents are

below 20 years. 33.4% of respondents belong to 21-30 years category. The respondents

belonging to 31-40 years category are 17.6% and 15.4% of the respondents are above 41

years.

12
 CHART - 1

AGE GROUPS OF THE RESPONDENTS

13
 TABLE - 2

OCCUPATION OF THE RESPONDENTS

No. of Percentage
S. No Occupation
Respondents %

1 Agriculture 19 6

2 Govt. Employee 102 34

3 Private Employee 114 38

4 Professional 42 14

5 Others 23 8

Total 300 100

Source: Primary Data
Sample Size: 300

INFERENCE:

From the above table show that, 6% of the respondents are Agriculture, 34% of the

respondents are Govt. Employee, 38% of the respondents are Private Employee,

14% of the respondents are professional and 8% of the respondents are other

occupation.

14
 CHART - 2

OCCUPATION OF THE RESPONDENTS

15
 TABLE - 3

GENDER OF THE RESPONDENTS

No. of Percentage
S. No Gender
Respondents %

1 Male 228 76

2 Female 72 24

Total 300 100

Source: Primary Data

Sample Size: 300

INFERENCE:

The above table shoes that the 76% of the respondents are male and 24% of the

respondents are female.

16
 CHART - 3

GENDER OF THE RESPONDENTS

17
 TABLE - 4

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

Educational No. of Percentage

S. No
Qualifications Respondents %

1 School level 76 25.3

2 College level 174 58

3 Professional 19 6.4

4 Other qualification 31 10.3

Total 300 100

Source: Primary Data
Sample Size: 300

INFERENCE:

From the above table shows that, 25.3% of the respondents are school level,

58% of the respondents are college level, 6.4% of the respondents are professional and

10.3% of the respondents are other educational qualifications.

18
 CHART - 4

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

19
 TABLE - 5

INCOME LEVEL OF THE RESPONDENTS

No. of Percentage
S. No Income level
Respondents %

1 Below 3000 110 36.6

2 3001 – 5000 107 35.7

3 5001-10000 59 19.7

4 Above 10001 24 8

Total 300 100

Source: Primary Data

Sample Size: 300

INFERENCE:

The above table shows that the income level of the respondents also varies.

Majority of the respondents i.e., 36.6% of them belong to lower income group. Their

earning are below Rs. 3000 per month. 35.7% of the respondents earn Rs. 3001 to 5000

per month. 19.7% of respondents earn Rs.5001 to 10,000 per month. Only a few persons

among the respondents (24 persons) belong to higher income group. Their income is

above Rs.10, 001 per month.

20
 CHART - 5

INCOME LEVEL OF THE RESPONDENTS

21
 TABLE - 6

REASON FOR PURCHASING TITAN WATCHES - RANKING

S. No Factor Total Score Rank

1 Price 1007 VI

2 Brand 1173 I

3 Attractive Design 1136 II

4 Offer & Discount 1019 V

5 Guarantee/ Warrantee 1049 IV

6 Availability 1072 III

Source: Primary Data

INFERENCE:

The above table reveals that among the respondents brand stands first position

with the total score of 1173, attractive design stands second position with the total score

of 1136, followed by availability stands third position with the total score of 1072,

guarantee / warrantee stands fourth position with the score of 1049, offer & discount

stands fifth position with the total score of 1019 and price stands for sixth position with

the total score 1007.

22
 CHART - 6

REASON FOR PURCHASING TITAN WATCHES - RANKING

23
 TABLE - 7

BRAND AWARENESS OF THE RESPONDENTS

Percentage
S. No Particulars No. of Respondents
%
1 Titan 300 100

2 H.M.T 300 100

3 Rolex 34 11.3

4 Citizen 160 53.3

5 Classic 65 21.6

6 Timex 150 50

7 Western 37 12.3
Source: Primary Data
Sample Size: 300

INFERENCE:

The above table shows that, all the respondents (100%) are aware of Titan

and H.M.T. brands. Most of the respondents are aware of Citizen and Timex brands. But

only a few among the respondents are aware of other brands like Rolex, Classic and

Western.

24
 CHART - 7

BRAND AWARENESS OF THE RESPONDENTS

25
 TABLE - 8

VARIOUS SOURCES TO KNOW ABOUT THE TITAN WATCHES

No. of Percentage
S. No Particulars
Respondents %

1 T.V. Advertisement 152 50.6

2 Print Media 47 15.6

3 Wall Display 40 13.4

4 Friends/Relatives 61 20.4

Total 300 100

Source: Primary Data

Sample Size: 300

INFERENCE:

The above table shows that, 50.6% of the respondents came to know about

the Titan watches through advertisement on T.V., 15.6% of the respondents got to know

about the Titan watches through print media, 13.4% of the respondents came to know

about the Titan watch through wall display and 20.4% of the respondents came to know

about the Titan watches through friends and relatives.

26
 CHART - 8

VARIOUS SOURCES TO KNOW ABOUT THE TITAN WATCHES

27
 TABLE - 9

DURATION OF THE USE OF THE TITAN WATCH BY THE RESPONDENTS

No. of Percentage
S. No Particulars
Respondents %

1 Below 1 year 65 21.6

2 1 to 3 Years 100 33.4

3 3 to 5 Years 73 24.4

4 Above 5 Years 62 20.6

Total 300 100

Source: Primary Data

Sample Size: 300

INFERENCE:

The above table that, 21.6% of the respondents have been using the Titan

watches for less than 1 year, 33.4% of the respondents have been using the Titan watches

for 1 to 3 years. 24.4% of the respondents have been using the Titan watches for 3 to 5

years only. 20.6% of the respondents have been using for Titan watches above 5 years.

28
 CHART - 9

DURATION OF THE USE OF THE TITAN WATCH BY THE RESPONDENT

29
 TABLE - 10

THE RESPONDENTS WHO USED OTHER BRANDS OF WATCHES BEFORE

USING THE TITAN WATCHES

No. of Percentage
S. No Particulars
Respondents %

I – Person who previously

1 219 73
used other brand watches

II – Person who did not Use

2 81 27
other brand watches

Total 300 100%

Source: Primary Data
Sample Size: 300

INFERENCE:

From the above table we home to know that majority of the respondents

(219 persons) who previously used other brand watches have now started using Titan

Watches. This shows their trust in on Titan Watches 27% of the respondents (81) have

always used only Titan watches.

30
 CHART - 10

THE RESPONDENTS WHO USED OTHER BRANDS OF WATCHES BEFORE

USING THE TITAN WATCHES

31
 TABLE - 11

REASON FOR CHANGING THE PREVIOUS BRAND

No. of Percentage
S. No Particulars
Respondents %
1
Poor Performance 46 21
2
Dissatisfaction 62 28.4
3
Non availability of Spare Parts 28 12.8

4
Fashion 83 37.8
Total
219 100
Source: Primary Data
Sample Size: 219

INFERENCE:

The above table shows that, 21% of the respondents changed their old

brands due to poor performance, 28.4% of the respondents changed due to dissatisfaction

with their old brands, 12.8% due to non-availability of spare parts and 37.8% of the

respondents changed due to fashion.

32
 CHART - 11

REASON FOR CHANGING THE PREVIOUS BRAND

33
 TABLE - 12

OPINION OF THE RESPONDENTS ABOUT THE TITAN WATCHES

No. of Percentage
S. No Particulars
Respondents %

1 Highly satisfied 76 25.3

2 Satisfied 118 39.3

3 Neutral 59 19.7

4 Dissatisfied 30 10

5 Highly dissatisfied 17 5.7

Total 300 100

Source: Primary Data
Sample Size: 300

INFERENCE:

From the table shows that, 25.3% of the respondents are highly satisfied,

39.3% of the respondents are satisfied, 19.7% of the respondents are neutral, 10% of the

respondents are dissatisfied and 5.7% of the respondents are highly dissatisfied with

opinion about Titan watches.

34
 CHART - 12

OPINION OF THE RESPONDENTS ABOUT THE TITAN WATCHES

35
 TABLE - 13

LEVEL OF SATISFACTION WITH DESIGN AND SHAPE

No. of Percentage
S. No Particulars
Respondents %
1 Highly satisfied 69 23

2 Satisfied 113 37.7

3 Neutral 16 5.3

4 Dissatisfied 54 18

5 Highly dissatisfied 48 16

Total 300 100

Source: Primary Data
Sample Size: 300

INFERENCE:

The above table shows that, 23% of the respondents are highly satisfied

with design and shape, 37.7% of the respondents are satisfied with design and shape,

5.3% of the respondents are neutral with design and shape, 18% of the respondents are

dissatisfied with design and shape and 16% of the respondents are highly dissatisfied

with design and shape.

36
 CHART - 13

LEVEL OF SATISFACTION WITH DESIGN AND SHAPE

37
 TABLE - 14

LEVEL OF SATISFACTION WITH AFTER SALES AND SERVICE

No. of Percentage
S. No Particulars
Respondents %
1 Highly satisfied 44 14.7

2 Satisfied 78 26

3 Neutral 56 18.7

4 Dissatisfied 89 29.6

5 Highly dissatisfied 33 11

Total 300 100

Source: Primary Data
Sample Size: 300

INFERENCE:

The above table shows that, 14.7% of the respondents are highly satisfied

with after sales and service, 26% of the respondents are satisfied with after sales and

service, 18.7% of the respondents are neutral with after sales and service, 29.6% of the

respondents are dissatisfied with after sales and service and 11% of the respondents are

highly dissatisfied with after sales and service.

CHART - 14

38
LEVEL OF SATISFACTION WITH FOR AFTER SALES SERVICE

TABLE - 15

LEVEL OF SATISFACTION WITH QUALITY

39
 No. of Percentage
S. No Particulars
Respondents %
1 Highly satisfied 89 29.7

2 Satisfied 96 32

3 Neutral 48 16

4 Dissatisfied 35 11.7

5 Highly dissatisfied 32 10.6

Total 300 100

Source: Primary Data
Sample Size: 300

INFERENCE:

The above table shows that, 29.7% of the respondents are highly satisfied

with quality and service, 32% of the respondents are satisfied with after quality, 16% of

the respondents are neutral with quality, 11.7% of the respondents are dissatisfied with

quality and 10.6% of the respondents are highly dissatisfied with quality.

40
 CHART - 15

LEVEL OF SATISFACTION WITH QUALITY

TABLE - 16

LEVEL OF SATISFACTION WITH REPAIR AND SERVICE CHARGES

41
 No. of Percentage
S. No Particulars
Respondents %
1 Highly satisfied 46 15.3

2 Satisfied 63 21

3 Neutral 72 24

4 Dissatisfied 68 22.7

5 Highly dissatisfied 51 17

Total 300 100

Source: Primary Data
Sample Size: 300

INFERENCE:

The above table shows that, 15.3% of the respondents are highly satisfied

with repair and service charges, 21% of the respondents are satisfied with repair and

service charges, 24% of the respondents are neutral with repair and service charges,

22.7% of the respondents are dissatisfied with repair and service charges and 17% of the

respondents are highly dissatisfied with repair and service charges.

CHART - 16

42
LEVEL OF SATISFACTION WITH REPAIR AND SERVICE CHARGES

TABLE - 17

LEVEL OF SATISFACTION WITH DURABILITY

43
 No. of Percentage
S. No Particulars
Respondents %
1 Highly satisfied 74 24.7

2 Satisfied 88 29.3

3 Neutral 63 21

4 Dissatisfied 40 13.3

5 Highly dissatisfied 35 11.7

Total 300 100

Source: Primary Data
Sample Size: 300

INFERENCE:

The above table shows that, 24.7% of the respondents are highly satisfied

with durability, 29.3% of the respondents are satisfied with durability, 18.7% of the

respondents are neutral with durability, 29.6% of the respondents are dissatisfied with

durability and 11% of the respondents are highly dissatisfied with durability.

CHART - 17

44
LEVEL OF SATISFACTION WITH DURABILITY

TABLE NO – 18

LEVEL OF SATISFACTION WITH BRAND NAME

45
 No. of Percentage
S. No Particulars
Respondents %
1 Highly satisfied 80 26.7

2 Satisfied 76 25.3

3 Neutral 59 19.7

4 Dissatisfied 45 15

5 Highly dissatisfied 40 13.3

Total 300 100

Source: Primary Data
Sample Size: 300

INFERENCE:

The above table shows that, 26.7% of the respondents are highly satisfied

with brand name, 25.3% of the respondents are satisfied with brand name, 19.7% of the

respondents are neutral with brand name, 15% of the respondents are dissatisfied with

brand name and 13.3% of the respondents are highly dissatisfied with brand name.

CHART - 18

46
LEVEL OF SATISFACTION WITH BRAND NAME

TABLE - 19

LEVEL OF SATISFACTION WITH PRICE

47
 No. of Percentage
S. No Particulars
Respondents %
1 Highly satisfied 45 15

2 Satisfied 60 20

3 Neutral 62 20.7

4 Dissatisfied 78 26

5 Highly dissatisfied 55 18.3

Total 300 100

Source: Primary Data
Sample Size: 300

INFERENCE:

The above table shows that, 15% of the respondents are highly satisfied

with price, 20% of the respondents are satisfied with price, 20.7% of the respondents are

neutral with price, 26% of the respondents are dissatisfied with price and 18.3% of the

respondents are highly dissatisfied with price.

CHART - 19

48
 LEVEL OF SATISFACTION WITH PRICE

TABLE - 20

LEVEL OF SATISFACTION WITH BATTERY LIFE

49
 No. of Percentage
S. No Particulars
Respondents %
1 Highly satisfied 79 26.3

2 Satisfied 103 34.3

3 Neutral 16 5.4

4 Dissatisfied 48 16

5 Highly dissatisfied 54 18

Total 300 100

Source: Primary Data
Sample Size: 300

INFERENCE:

The above table shows that, 26.3% of the respondents are highly satisfied

with battery life, 34.3% of the respondents are satisfied with battery life, 5.4% of the

respondents are neutral with battery life, 16% of the respondents are dissatisfied with

battery life and 18% of the respondents are highly dissatisfied with battery life.

CHART - 20

LEVEL OF SATISFACTION WITH BATTERY LIFE

50
 TABLE - 21

LEVEL OF SATISFACTION WITH GUARANTEE

51
 No. of Percentage
S. No Particulars
Respondents %
1 Highly satisfied 89 29.7

2 Satisfied 96 32

3 Neutral 48 16

4 Dissatisfied 35 11.7

5 Highly dissatisfied 32 10.6

Total 300 100

Source: Primary Data
Sample Size: 300

INFERENCE:

The above table shows that, 29.7% of the respondents are highly satisfied

with guarantee, 32% of the respondents are satisfied with guarantee, 16% of the

respondents are neutral with guarantee, 11.7% of the respondents are dissatisfied with

guarantee and 10.6% of the respondents are highly dissatisfied with guarantee.

CHART - 21

LEVEL OF SATISFACTION WITH GUARANTEE

52
 TABLE - 22

OPINION ABOUT THE PRICE OF TITAN WATCHES

53
 No. of Percentage
S. No Particulars
Respondents %

1 Cheap 17 5.7

2 Reasonable 122 40.6

3 Expensive 161 53.7

Total 300 100

Source: Primary Data

Sample Size: 300

INFERENCE:

From the above table shows that 5.7% of the respondents are feel that the

Titan Products are cheap, 40.6% of the respondents are feel Titan Products are cheap and

53.7% of the respondents are feel Titan Products are expensive.

54
 CHART - 22

OPINION ABOUT THE PRICE OF TITAN WATCHES

TABLE - 23

55
 CUSTOMERS ACTION TOWARDS THE DEFECTS THEY HAD COME

ACROSS

No. of Percentage
S. No Particulars
Respondents %

1 Frequent repair 31 10.4

2 Faults in Rod and Button 45 15

3 Colour Fading 64 21.3

4 Frequent Strap Change 60 20

5 No Defects 100 33.3

Total 300 100

Source: Primary Data
Sample Size: 300

INFERENCE:

The above table shows that 10.4% of the respondents are said frequent repair, 15%

of the respondent are said faults in rod and button, 21.3% of the respondent are

said colour fading, 20 % of the respondents are said frequent strap change and

33.3% of the respondents are said no defects about titan products.

56
 CHART - 23

CUSTOMERS ACTION TOWARDS THE DEFECTS THEY HAD COME

ACROSS

TABLE - 24

57
 LEVEL OF SATISFACTION WITH SALES PROMOTIONAL ACTIVITY

No. of Percentage
S. No Particulars
Respondents %
1 Highly satisfied 50 16.7

2 Satisfied 99 33

3 Neutral 91 30.3

4 Dissatisfied 32 10.7

5 Highly dissatisfied 28 9.3

Total 300 100

Source: Primary Data
Sample Size: 300

INFERENCE:

The above table shows that, 16.7% of the respondents are highly satisfied

with sales promotional activity, 33% of the respondents are satisfied with sales

promotional activity, 30.3% of the respondents are neutral with sales promotional

activity, 10.7% of the respondents are dissatisfied with sales promotional activity and

9.3% of the respondents are highly dissatisfied with sales promotional activity.

58
 CHART - 24

LEVEL OF SATISFACTION WITH SALES PROMOTIONAL ACTIVITY

59
 TABLE - 25
OPINION ABOUT THE EFFECTIVE MEDIA OF ADVERTISEMENT

S. No Particulars No. of Percentage

60
 Respondents %

1 Newspaper 70 23.4

2 Television 145 48.4

3 Window Banners 18 6

4 Magazine 18 6

5 Radio 17 5.6

6 Wall Display 16 5.3

7 Posters 16 5.3

Total 300 100

Source: Primary Data

Sample Size: 300

INFERENCE:
The above table shows that, 23.4% of the respondents a feel that newspaper

is a better media, 48.4% of the respondents feel that Television is the best, 6% of the

respondents feel that window banners are useful, 6% of the respondents feel that

magazines are better, 5.6% of the respondents feel that wall display is better and 5.3% of

the respondents feel that posters are better media for advertisement of Titan Watches.

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 CHART - 25

OPINION ABOUT THE EFFECTIVE MEDIA OF ADVERTISEMENT

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 TABLE - 26

LEVEL OF SATISFACTION WITH ADVERTISEMENT

No. of Percentage
S. No Particulars
Respondents %
1 Highly satisfied 60 20

2 Satisfied 115 38.3

3 Neutral 75 25

4 Dissatisfied 22 7.3

5 Highly dissatisfied 28 9.4

Total 300 100

Source: Primary Data
Sample Size: 300

INFERENCE:

The above table shows that, 20% of the respondents are highly satisfied

with advertisement, 38.3% of the respondents are satisfied with advertisement, 25% of

the respondents are neutral with advertisement, 7.3% of the respondents are dissatisfied

with advertisement and 9.4% of the respondents are highly dissatisfied with

advertisement.

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 CHART - 26

LEVEL OF SATISFACTION WITH ADVERTISEMENT

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 TABLE - 27

PROBLEMS FACED USING TITAN WATCHES - RANKING

S. No Factor Total Score Rank

1 High Price 882 I

2 Battery Life 799 III

3 Colour 813 II

4 Quality 780 IV
Source: Primary Data

INFERENCE:

The above table reveals that among the respondents high price first position with

the total score of 882, colour stands second position with the total score of 813, followed

by battery life sands third position with the total score of 799 and quality stands fourth

position with the score of 780 for problem faced by the respondents while suing a titan

products.

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 CHART - 27

PROBLEMS FACED USING TITAN WATCHES - RANKING

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 TABLE NO – 28

TITAN WATCHES ARE BETTER THAN OTHER BRAND WATCHES

No. of Percentage
S. No Particulars
Respondents %

1 Better Quality 137 45.6

2 Innovating New Model 77 25.6

3 Advanced Technology 66 22

4 Price & Offers 20 6.8

Total 300 100

Source: Primary Data

Sample Size: 300

INFERENCE:

The above table shows that, 45.6% of the respondents are like to purchase

Titan Watches for better quality than other brand watches, 25.6% of the respondents for

innovating new models, 22% of the respondents are advanced technology, 6.8% of the

respondents are purchase Titan Watches for price & offers than other brand watches.

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 CHART - 28

TITAN WATCHES ARE BETTER THAN OTHER BRAND WATCHES

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 TABLE - 29

LEVEL OF SATISFACTION WITH OVERALL PERFORMANCE

No. of Percentage
S. No Particulars
Respondents %
1 Highly satisfied 96 32

2 Satisfied 102 34

3 Neutral 39 13

4 Dissatisfied 41 13.7

5 Highly dissatisfied 22 7.3

Total 300 100

Source: Primary Data
Sample Size: 300

INFERENCE:

The above table shows that, 32% of the respondents are highly satisfied,

34% of the respondents are satisfied, 13% of the respondents are neutral, 13.7% of the

respondents are dissatisfied and 7.3% of the respondents are highly dissatisfied with

overall functioning and all the features of Titan products

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 CHART - 29

LEVEL OF SATISFACTION WITH OVERALL PERFORMANCE

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 TABLE - 30

CHANGING THE PRESENT BRAND OF TITAN WATCHES

No. of Percentage
S. No Particulars
Respondents %

1 Yes 14 4.6

2 No 286 95.4

Total 300 100

Source: Primary Data

Sample Size: 300

INFERENCE:

The above table shows that only 4.6% of the respondents are would like to

change their watch and 95.4% of the respondents are no idea to change their watch.

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 CHART - 30

CHANGING THE PRESENT BRAND OF TITAN WATCHES

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 TABLE - 31

RECOMMEND TO PURCHASE TITAN WATCHES

No. of Percentage
S. No Particulars
Respondents %

1 Yes 212 70.7

2 No 88 29.3

Total 300 100

Source: Primary Data

Sample Size: 300

INFERENCE:

The above table shows that 70.7% of the respondents are recommend to

purchase titan watches and 29.3% of the respondents are not recommend to purchase titan

watches.

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 TABLE - 31

RECOMMEND TO PURCHASE TITAN WATCHES

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 CHAPTER – IV

FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

 Most (33.6%) of the respondents are having under the age group of below 20 years

of age.

 Most (38%) of the respondents are private employee.

 Most (76%) of the respondents are male.

 Most (58%) of the respondent’s qualification is college level education.

 It is found that 36.6% of the respondents are getting less than Rs.3000 income per

month.

 Majority of respondents are purchasing the watch reason for Brand.

 It is inferred that 100% of the respondents are aware Titan and HMT watches.

 The study reveals that 50.6% of the respondents known the product through TV

advertisement.

 33.4% of the respondents are used the product 1 to 3 years.

 Out of total respondents 73% are used branded watches previously.

 It is concluded that 37.8% are changes their previous brand for fashion.

 Most (39.3%) of the respondents are satisfied with TITAN watches.

 It is found that 37.7% are satisfied with design and shape.

 Out of total respondents 29.6% are dissatisfied with after sales and service.

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 It is inferred that 32% are satisfied with quality.

 It is observed that 24% are neutral with service charges.

 29.3% of the respondents are satisfied with durability.

 26.7% of the respondents are highly satisfied with the brand name.

 26% are respondents dissatisfied with the price.

 Most of the (34.3%) of the respondents are satisfied with battery life.

 Out of total respondents 32% are satisfied with guarantee.

 53.7% of the respondents are felt very expensive price.

 Out of total respondents, 33.3% are said no defects.

 33% of the respondents are satisfied with the promotional activity.

 The study reveals that 48.4% are said television advertisement is very effective

media.

 38.3% of the respondents are satisfied with the advertisement.

 45.6% of the respondents are said better quality.

 34% of the respondents are satisfied with overall performance.

 95.4% of the respondents are not an idea to change the present watch.

 70.7% of the respondents are recommended the watch.

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 SUGGESTIONS

 The company should take all possible steps to satisfy its customers, in the

matter of service charges and also after sales services.

 The company should reduce the price. Because most of the respondents are feel

price is very high.

 The company should maintain the quality of watches forever, which will

enable it to gain higher reputation in the future decades.

 The company should try to offer the watches in different models and designs.

The designs may be modified periodically according to the changes in fashions

and tastes of the customers.

 The company will have to spend a lot on advertisement, to overcome the

competition. So, it is suggested to formulate latest and advanced advertisement

strategies and techniques.

 As some of the customers feel that there is frequent need for repairing, the

company should immediately look into the matter and remove the defects. If

any, in its parts.

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 CONCLUSION

In this competitive world, every company has to make valuable decision for profit

maximization through sales maximization. Every organization should strive to make

consumer satisfaction its work culture. In order to ensure development who, by their

thinking, direction and action, should convey clear message down the line without any

ambiguity. It should not happen that the organization. Keeps this lofty objective only for

publicity and lip service and actual actions are oriented in some other direction. The

management should ensure that the staffs are trained to service the customer in a way that

leaves a lasting impression on him.

After the careful analysis of all the facts and findings of the study, the

researcher comes to the conclusion that Titan occupies majority of the market share and

the customers are highly satisfied with Titan watches.

If the company implements all the recommendations mentioned in this

report it can attract and retain more and more number of buyers in future.

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