A Project For MBA Marketing

A Study of Consumer awareness & its impact on sales of fast track watches CHAPTER 1 INTRODUCTION
1.1) INTRODUCTION:The study is intended to know about consumer awareness and its impact on the sales of Fast track watches in Amravati city. Fast track brand mainly target youth segment. Youth is perhaps the most difficult demographic group to communicate with. Not only they have a short attention span, they are also elusive in media consumption, fickle in brand preference, and simply challenging to engage and entertain. Marketers spend millions in marketing research every year trying to predict, or anticipate, changing youth behaviours. With the continually proliferating choices of trendy watches, not only does this group embrace technology at an early age, it quickly becomes the early adopters of all new trends and convergent platforms. One can argue that whatever youth does today foreshadows what older demographic groups will adopt in the near future. All this makes it extremely difficult to understand and target their behaviours. Fast track was launched in 1998 as a subbrand of Titan. The brand entered the market saturated with International designer labels and has carved a niche for itself in the youth accessories market (watches and sunglasses),with designs that are refreshingly different, casual, eclectic & fun with prices that dont burn a hole through the pocket. Targeted at Generation Next, the brand captures the essence and philosophy of todays fun loving, free spirited youth through the new positioning encapsulated in a tongue in cheek colloquial phrase How many you have? Fast track is positioned as the ultimate fashion accessory for the youth variety, multiplicity and constant excitement being the order of the day. Fast track has, over the years, introduced watches with different themes and designs, like the Army collection, which had innovations such as a dog-tag watch. Similarly, for sunglasses, Fast track was the first national eyewear brand to use a brand ambassador in a multi-media campaign.
P R Patil college of Engineering & Technology, Amravati
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A Study of Consumer awareness & its impact on sales of fast track watches
1.2) CONSUMER AWARENESS:
The process of development along with the expanding globalization and liberalization process has increased the number of consumer related issues. Consumer protection has earned an important place in the political, economic and social agendas of many nations. In India, the Government has taken many steps including legislative, to protect consumers. However, this is largely unknown to many citizens irrespective of whether they are educated or uneducated. With an enormous population along with high levels of poverty, unemployment and poor literacy levels, consumer awareness continues to remain low. Education is a lifelong process of constantly acquiring relevant information, knowledge and skills. Consumer education is an important part of this process and is a basic consumer right that must be introduced at the school level. Consumers by definition include all citizens who are, by and large the biggest group, who are affected by almost all government, public or private decisions. The most important step in consumer education is awareness of consumer rights. However, consumer education is incomplete without the responsibilities and duties of consumers, and this influences individual behaviour to a great extent. With the increasing changes in economic conditions, the children especially are becoming young consumers at an early age. Children must learn to obtain information about goods and services, understand the psychology of selling and advertising, learn to shop wisely and distinguish between wants and needs. They must also understand the alternatives of conserving and saving rather than buying and consuming. Children are spending more of their leisure time watching television at the cost of other pursuits such as reading or sports. With the introduction of a number of specialised satellite channels, television enjoys a large viewership base consisting of children. Exposure to the marketplace as young shoppers has made most children aware of the different kinds of products that are available. Advertisements are no doubt an important source of information as they help to inform consumers about the availability of different products before making their choice. A majority of the advertisements are aimed at young children today, especially those covering food products, beverages and cosmetics (especially toothpaste/fairness creams). Advertising influences the food preferences and eating habits of children to a large extent.
P R Patil college of Engineering & Technology, Amravati Page 2
Unfortunately, many advertisements make false promises, are highly exaggerated and give incomplete descriptions of products. The media, schools and parents along with consumer groups need to help children develop the ability to understand the purpose of advertising. There is so much more information available to children that they must perceive the importance of distinguishing between different sources of information. The consumption patterns are changing fast and children today are very clear on their choices regarding food, clothing, cosmetics or accessories. Parents are increasingly permitting their children to take decisions when shopping. It then becomes very important for children to check details (for example, labels) before buying products. Children can be taught to shop wisely and a few simple precautions will ensure that they choose the right product at the right price. It is but natural that parents wish the best for their children, and strive hard to fulfil their demands. But this is not always a good idea as it affects both the parents and children in a negative way in the long run. Consumer education also involves environmental education as it deals with the importance of conserving (natural resources) and sustaining (recycling and reusing) the environment, including the direct health effects of environmental pollution and toxic products on consumers. Schools must incorporate consumer education into school curricula as it is important to impart the practical skills and critical ability needed to cope with social and economic changes. Anyone who consumes goods is a consumer. Consumers get exploited in the market. They respond to advertisements and buy goods. Generally advertisements do not give all the information that a consumer needs knows or wants to know about a product.
DEFINITION
Consumer awareness is making the consumer aware of His/her rights Consumer awareness it a marketing term. It means that consumers note or are aware of products or services, its characteristics and the other marketing P's (place to buy, price, and promotion).Usually commercials and ads increase consumer awareness, as well as "word of mouth"(a comment from someone you know about a product or service).
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1 Need: We need it so we will not be misled by producers, it explains if what we buy is worth tour money. And not harmful to us and to environment .Many people are ignorant of their rights to get protected against the exploitation by so many others. So when there is a forum for such redress of grievances there seems to be no such exploitation by many; and becomes a rare one. So in order to get a clear picture of the level of exploitation of consumers, the awareness is required.
2. Role of producers Proper labelling, full information, health warnings, handling information, expiration data set. keep to requirements, norms, standards label products according requirements, providing true facts They have to produce and deliver the goods/services of right quality at right price at right time at right place at right quantity with right face If they are providing a service they should carry it out with due skill and care. They must also make sure that any materials they provide as part of this service are fit for the purpose. It is also illegal for a supplier to cut off, or threaten to cut off, supply to are seller (wholesale or retail) because they have been discounting goods or advertising discounts below prices set by the supplier.
Some of the common methods of exploitation are 1. Under weight and under measurements not measured or weighed correctly 2. Substandard Quality defective home appliances and medicines beyond expiry date 3. High pricescharging above the retail price. 4. Duplicate Articlesselling fake items in the name of the original 5. Adulteration and Impurityis done to get higher profits
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6. Lack of safety Devicesabsence of inbuilt safe guards in appliances 7. Artificial Scarcityhoarding and black marketing 8. False and Incomplete Informationmisleading information on quality, durability, and safety. 9. Unsatisfactory after sales Servicehigh cost items like electronics and cars require constant and regular service. 10. Rough behaviour and Undue conditionsharassment in getting LPG connection or a telephone connection.
Factors causing exploitation of Consumers 1. Limited Informationproviding full and correct information will help in the choice 2. Limited Supplieswhen goods and services are in short supply then price shoots up 3. Limited Competition.single producer may manipulate the market in terms of price and stocks. 4. Low Literacy.illiteracy leads to exploitation. Hence Consumer Awareness is essential.
RISE OF CONSUMER AWARENESS

Kautilya was one of the earliest to write in his Arthashastra about the need for Consumer awareness and protection. With the growth of private sector there is a greater need for discipline and regulation of the market. Consumers must be aware of the sale and purchase of goods, the health and security aspects also. Ensuring the safety of food items sold in the market is essential these days. Legal measures for consumer safety and consumer awareness must be uniform, and transparent in terms of prices, quality of goods, and stocks. Consumers must have the tools to combat malpractices and protect their rights.
RIGHTS AND DUTIES OF CONSUMERS
As codified under the Indian Laws the Consumers have the following
Rights 1. Right to Safetyto protect against hazardous goods 2. Right to be informedabout price, quality, purity 3. Right to chooseaccess to a variety of goods and services at competitive prices. 4. Right to be Heardconsumers interest and welfare must be taken care of 5. Right to seek Redressedprotection against unfair trade practices and settling genuine grievances. 6. Right to Consumer Education.Knowledge about goods and issues related to consumers. Duties 1. Get a bill for every important purchase and also the Warranty card 2. Check the ISI mark or Agar on the goods 3. Form consumer awareness groups 4. Make a complaint on genuine grievances. 5. Consumers must know to exercise their rights.
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1.3) CONSUMER PROTECTION MEASURE
1. Legislation concerning Consumer Rights. The Consumer Protection Act 1986 provides for consumer disputes redressed at the stateand national level. With the help of this law the agencies can solve grievances in a speedy, simple and inexpensive manner. A separate department of consumer affairs was set up at the state and central government. A three tier system of consumer courts at the National, State and District levels were set up. These agencies have done good work by handling lakhs of cases.
2. Public Distribution System To protect the poor from price rise and black marketing the government food security to the poor by supplying essentials through the ration or Fair price shops.
3. Standardisation of Products This is done to assure the quality of products. The ISI stamp on goods is placed by the Bureau of Indian standards. This caters to industrial and consumer goods. These goods can be trusted to confirm to specific standards. Agar is meant for Agricultural products. At the International level the International Organization for Standardization (ISO) located in Geneva sets common standards. The FAO and WHO provide food standards. 4. Legal formalities for filing a complaint The complaint can be written on plain paper. The supporting documents like the warranty card must be attached. A lawyer is not required. We can argue our case.
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1.4)
RELATED LITERATURES:
Following papers such as Berry et al. (1995), the literature on aggregate discrete choice models of demand typically assumes that consumers are aware of all products in the market and maximize their utility by choosing among them. However, an extensive marketing literature acknowledges the lack of realism of this assumption. Consumers face a restricted number of alternatives (Hoyer (1984), Mitra and Lynch (1995)) that may vary over time and react the marketing strategy of the rm (Allenby and Ginter(1995), Siddarth et al. (1995)). Furthermore, by not accounting properly for the restricted number of alternatives that a consumer faces, researchers may underestimate the impact of marketing strategies (Bruno and Vilcassim (2008), Draganska and Klapper (2011)). A growing strand of the literature has focused on the determinants of the consumer choice set or the subset of products from which the consumer selects the one to purchase. Many papers have tried to infer how these choice sets come about using survey data. Bronnenberg and Vanhonacker (1996) model choice sets as arising from the salience of a product (or brand). Consumers are more likely to incorporate a product in their choice set if they have purchased it in the past or if it becomes more visible, such as, through price promotions or a more prominent shelf placement. Roberts and Lattin (1991) distinguish between awareness sets and choice sets. Whereas an awareness set might arise as a result of rms' strategies, for example through advertising expenditures, the choice set is shaped by consumer decisions. In their model, consumers simultaneously choose, among products they are aware of, to invest in learning about the ones that ex ante are expected to lead to the highest expected utility. Kim et al. (2010) understand the choice set as the result of a process of sequential search. We choose to abstract away from the role of consumers in actively determining choice sets and, instead mimicGoeree (2008) or Draganska and Klapper (2011), who regard the choice set as a result of rms' advertising decisions. Advertising expenditures a ect not only the consumers' choice set but also the utility that they may obtain from purchasing a product. However, it is seldom the case that choice sets are available to researchers as in Draganska and Klapper (2011). Without this information, separating the two e ects of advertising is challenging from an econometric 5point of view. Several strategies attempt to resolve the challenge. One of them, used in papers such as Ackerberg (2001) or Narayanan and Manchanda (2009), is to use a proxy for the choice set such as the previous purchasing decisions, mainly of
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frequently bought experience goods. Functional form assumptions have also proved useful in some situations (Bronnenberg and Vanhonacker (1996),Siddarth et al. (1995), Van Nierop et al. (2010)). We have access only to aggregate sales data and therefore rely mainly on this last alternative. In their study of the mature German coffee market, Draganska and Klapper (2011) regard the e ect of advertising over the choice set of a consumer to be essentially static. To separate the two e ects of advertising they rely on a combination of aggregate information and data on individual choice sets from consumer surveys. In our model, instead, identification is based on the analysis of the dynamic eects of advertising that operate over the choice set of consumers after a product is rst introduced in the market. To the best of our knowledge, we are the first evaluation of the dynamic effect of advertising that comes from variations in the choice set in the context of aggregate discrete choice models of demand. Goeree (2008) estimates a model for the personal computer market that considers the supply side of the market in order to deal with the endogeneity problem. As in our case, she does not observe individual choice sets. As a result, introducing variation in the consumers' choice set creates a dimensionality problem in the model, arising from the high number of possible choice sets.4 One of her contributions is to provide a strategy to overcome these problems and measure the effect of advertising on the inclusion of a product in a choice set. Whereas she focuses on the static effect of advertising and abstracts from the effect that it might have on consumer utility, we consider both effects of advertising, study the dynamic implications for awareness, and provide an identification strategy to disentangle the different effects. To also accommodate the dynamic dimension of advertising necessary for this identification, we propose a generalization of Goeree's estimation strategy.
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A Study of Consumer awareness & its impact on sales of fast track watches CHAPTER 2 ORGANIZATIONAL PROFILE
2.1) INTRODUCTION:
Titan Industries Limited is the world's fifth largest wrist watch manufacturer and India's leading producer of watches under the Titan, Fast track, Sonata, Nebula, RAGA, Regalia, Octane & Xylys brand names. It is a joint venture between the Tata Group, and the Tamil Nadu Industrial Development Corporation (TIDCO). Its product portfolio includes watches, accessories and jewellery, in both contemporary and traditional designs. It exports watches to about 32 countries around the world with manufacturing facilities in Hosur, Dehradun, Goa and manufactures precious jewellery under the Tanishq brand name, making it India's only national jewelry brand.
2.2) COMPANY PROFILE:

Titan Industries Limited Titan Industries Type Industry Founded Headquarters Area served Key people : Public : Luxury goods : 1987 : Bengaluru, India : Global : VikramKapur (Chairman) BhaskarBhat (MD) Products : Watches/accessories, jewellery, precision Engineering and Eyewear Revenue Net income Employees Parent : INR8,942crore (US$1.63 billion) (2012) : INR601 crore (US$109.38 million) (2012) : 6,000 : Tata Group Tamil Nadu Industrial Development Corporation Website : www.titan.co.in
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2.3) WATCH DIVISION:
Titan Watch division was started in 1987. At launch it was the third watch company in India after HMT and Allwyn. Titan formed a joint venture with Timex, which lasted until 1998, and set up a distribution network across India. As of 2010, Titan watches account for a 60% share of the total Indian market and are also sold in about 40 countries through marketing subsidiaries based in London, Aden, Dubai and Singapore. In October 2012, Titan partnered up with Zee Watch Group, becoming the sole distributors of Titan watches in the Americas. Titan watches are sold in India through retail chains controlled by Titan Industries.
Titan Industries has claimed to have manufactured the world's slimmest wrist watch branded as Titan Edge.[5] Produced indigenously after four years of research and development, the Titan Edge has a total thickness of 3.5 mm and a movement of 1.15 mm. Apart from the Titan Edge, Titan also offers Steel, Regalia, Raga, Fast track, Technology, Nebula, Bandhan, Sonata, Octane, specialR. Fast track is a popular brand among youth in India. Fast track watches come in a variety of styles, shapes and colors. On 4 March 2010, Titan Industries announced the launch of its first Titan flagship store, located at Opposite Shoppers Stop, Bandra Linking Road, Mumbai, India. The store is spread over 2,500 sqft (230 m2) and houses more than 1500 watches on display from Titan like Purple, Automatics, Orion, Raga, Edge, Nebula, and many more.On November 16, 2011, Titan Industries acquired Swiss watch maker Favre-Leuba for Euro 2 million.
HTSE TECHNOLOGY In July 2011, Titan launched the HTSE (High Tech Self Energized) collection of watches which run on light. According to Titan, these watches can be charged with as low as 200 lux of light, which makes them chargeable with light even from a candle. In its press release, the company said that "HTSE draws its design inspiration from the most complex self-energising bodies built by mankind space stations, satellites and spaceships. Targeted at the tech-savvy, young urban male, this ultra-modern assortment is truly an epitome of style and technology." These watches are at current available at select outlets in select cities throughout the world.
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2.4) PRECISION ENGINEERING DEVISION:
Precision Engineering Division of Titan was started in 2002. It has become one of the leading manufacturers of Precision Parts for Automotive and Aerospace Industries.
The Diverse Product range includes pointers, dashboard clusters like Fuel Gauge, Temperature Gauge, Gear Shift Indicators, Clocks for Automobiles and any kind of Injection moulded Plastic parts, Electromechanical Assemblies for automobiles, all kinds of pressed and turned parts for automobiles. The Tooling Sector of Precision Engineering Division manufactures all kinds of Press Tool, Molds, Jigs, Fixtures for various industries.
Titan Automation Solution, a part of Precision Engineering Division is a leading Automation Solution Provider for all kind of industries. They made significant contributions to add value during the product development stages of the low-cost water purifier, Tata swatch, developed by Tata Chemicals. The Automation Solution applied its precision engineering capabilities to supply automation solutions for the development of special assembly presses that enabled mass production of Tata swatch.
2.5) JEWELLARY DEVISION:

Tanishq is currently the most prominent jewellery brand of India, and it pioneered the concept of branded jewellery and ornaments in India. The name Tanishq has been formed by combining "Ta" (the first two letters of Tata) and "Nishk or Nishkh" (meaning gold coin or necklace in Sanskrit). Tanishq is India's largest jewelry brand with a wide range of jewelry in 22Kt pure gold studded with diamonds or colored gems. It is the fastest growing jewelry brand in India.[citation needed] Tanishq, established in 1995, challenged the established family jeweler and introduced new rules in precious jewelry; a category as old as civilization. Tanishq challenged the age-old jeweler's word with Tata's guaranteed purity. Tanishq's initial foray into the jewelry business was a failure though. Tanishq at first introduced 18 Kt gold jewelry advertising 18 Kt as the 'international standard.' This less pure gold was completely rejected by the market dominated by (purported) 22 Kt gold.
Later on, it exploded the market with facts about rampant impurity across India. It introduced technology-backed challenge in a category completely governed by blind individual trust. Tanishq introduced innovations like Karat meter, the only non-destructive means to check the purity of gold; machine made jewellery, which offers superior finish and value to the customer and handcrafted jewellery which is influenced by various jewellery traditions of India. Tanishq has set up production and sourcing bases with thorough research of the jewelry crafts of India. The 135,000 sqft (12,500 m2).factory is equipped with the latest and most modern machinery and equipment. The factory complies with all labor and environmental standards, located at Hosur, Tamil Nadu. The brand brings together the work of karigars, who specialize in different styles of making jewelry. Karigars, who continue to be an exploited lot with other jewelers, are paid fair remuneration and work under good working conditions in Tanishq.
2.6) PRESCRIPTION EYEWEAR DIVISION (PEW)

The PEW business is Titan's latest retailing venture. Titan Eye +, the third major line of consumer business from Titan Industries Ltd, ventured into the eyewear segment in March 2007. The move was an initiative to re-define the industry and straddle the marketplace with exacting quality standards, unparalleled in Indias eyewear industry.
Titan Eye+ offers wide range of stylish and contemporary eyewear through 211 exclusive optical stores across the country. Benchmarked against the best in the world, Titan Eye+ will herald standardization Titan Eye +, in sync with Tata s principles of quality and trust, offers international quality standards and practices coupled with various aspects such as transparency in prices, style and contemporary design in the eyewear segment and new practices in the highly fragmented and undifferentiated Indian optical retail segment
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2.7) PRODUCTS:
Fast track-black-leather-strapanalouge-watch-for-girls-6048sl01
Fast track-steel-strap-analouge -watch-for-girls-2405sm05
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CHAPTER NO 3 RESEARCH METHODOLOGY

3.1) RESEARCH DESIGN: To collect data needed to address the above mentioned objectives the exploratory research design was used.
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Exploratory research was design to describe something. It includes surveys and facts finding enquiries of different kind. The research study is based on collection of data and analysis to draw the conclusion. 3.2) METHODOLOGY: The completion of research involved three phases: First phase: Collection of Secondary and Primary data. Secondary data were collected from books, magazines and websites, etc. And Primary data was collected from the structured questionnaire and interview schedule. Second phase: Pilot study, Actual primary data collection, Editing and tabulation of data. Third phase: Data analysis using statistical tools. Inferences, conclusions, suggestions based on data collected.
3.3) DEFINITION OF THE PROBLEM:

As we know that todays market is very competitive and full of challenges, to expansion, company should search the market potential of product. The size of a market in terms of revenue, number of buyers, or other factors Estimated maximum total sales revenue of all suppliers of a product in market during certain period. More competitors are attracted to the market as they see the market potential to provide high profits. Competitors selling products customers previously purchased to satisfy needs now addressed by the new product form may be extremely aggressive ( may be entering the maturity stage of their industries PLC) resulting in major price reduction. This may delay the adoption of the new product form by some early majority to know the best consumer buying behavior and demand into the minds of consumers because always consumer says something and does something. There are many companies manufacturing the Fast track watches into the market, at the same time as there are many companies manufacturing idea about thinking of consumer on whether, what, how and for whom to purchase
Fast track watches. Therefore, research is required to measure present consumer buying behavior at the purchase of Fast track watches. So the researcher problem is to identify what are the criteria that prospective customer takes into consideration before buying the Fast track watches.
3.4) OBJECTIVES OF RESEARCH STUDY:-
1) To study the awareness of Fast track watches among consumers . 2) To study consumer perceptions regarding various schemes in this category and responses towards them. 3) To study the impact of awareness on sales of Fast track Watches.
3.5) SCOPE OF STUDY:

The scope of study can be as follows: 1. To study the oral care segment in Amravati region. 2. To know about the various watches brands popular among consumers in Amravati. 3. To study the customer satisfaction level for Fast track brand and their loyalty for the brand. 4. The study is based upon the viewpoint of consumers.
3.6) DATA COLLECTION:

Data means information required in the research. There are two types of data sources, which have been helpful to carry out the research these are as follows: Primary data
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Primary data are those, which are collected a fresh and for the first time. Primary data was collected through questionnaires & Interview schedule. Secondary data Secondary data are those, which have already been collected by publication of Governments, Periodicals of organization, newspaper, books, & internet etc. Questionnaire The questionnaire is one of the many ways through which data can be collected. Questionnaire is widely used by researcher to collect information on related study. Questionnaire is a method of getting data about respondent by asking them than by observing and sampling their behavior. Questionnaire should be standardized, its anonymity can be assured and questionnaire should be design to meet the simple and native language to allow the use of large sample. Sampling Universe The first step in devolving any sample design is to clearly define the set of objects, technically called the universe. Sample universe includes users of Fast track watches. Sample Technique Sampling technique used for selection of sample non-probability, Convenience sampling technique. A convenience sample is that where the sample is selected, in part or only a limited attempt, to ensure that this sample is an accurate representation of some larger group of population. The classic example of convenience sample is standing at shopping mall and selecting shoppers as they walk by to fill out a survey. A convenience sample chooses the individuals that are easiest to reach or sampling that is done easy. Hence, convenience sampling was used for the research.
Sample Size This refers to the number of item to be selected from the universe to constitute a sample. The sample size is 100 users of Fast track watches. These users are the families.
3.7) Limitation:
The limitation of this study is that sometimes the male or female respondents may not give the proper and correct information regarding the price and used brands of Fast track watches in their daily diets.
1) The study was limited to Amravati city 2) Due to limited time & money, it was not peruse to come whole entire, hence the sample size was 100 respondents. 3) The study was limited to one brand.
CHAPTER NO 4 DATA INTERPRETATION

The data so collected is scrutinized, tabulated and analyzed by the help of some statistical tools and techniques and finally used for the study purpose. Following are the major conclusions are drawn by the researchers. Table No. 4.1 AGEWISE CLASSIFICATION OF RESPONDENTS
Sr. No
Age(in Years)
Number of respondents
1 2 3
14-19 20-25 25 & above TOTAL
10 60 30 100
Fig. no. 4.1AGEWISE CLASSIFICATIONS OF RESPONDENTS
10% 30% 14-19 20-25 60% 25 & above
Interpretation From above data it can be interpreted that, 60% of the respondent are from the age group of 20-25, 30% are from the 25 & above and only 10% respondents are from group 14-19. Table No. 4.2 GENDER WISE CLASSIFICATION OF RESPONDENTS
Sr. No
Gender
1 2
Male Female
60 40
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TOTAL 100
Fig. no. 4.2GENDER WISE CLASSIFICATION OF RESPONDENTS
Male Female
40%
60%
Interpretation From above data it can interpret that, 60% from respondent are males. 40% are females in research process.
Table No. 4.3 QUALIFICATIION WISE CLASSIFICATION OF THE RESPONDENTS
Sr. No
Qualification 12th Graduation
1 2
10 40
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3 4 Post-Graduation Others TOTAL 40 10 100
Fig. no. 4.3QUALIFICATIION WISE CLASSIFICATIONS OF THE RESPONDENTS
45 40 35 30 25 20 15 10 5 0
Interpretation From the above data conclusion was drawn that, most graduates and postgraduates are 80% parts of whole respondents, and 10%, 10% the 12th and other qualified. Table No. 4.4 AWARENESS OF FAST TRACK WATCHES AMONG RESPONDENTS
Sr. No
Aware
1 2
Yes No TOTAL
60 40 100
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Fig. no. 4.4 FACTORS AFFECTING ON BRAND DECISION MAKING
No 40%
Yes 60%
Interpretation From the above data it can be conclude that, 60% respondents are aware about Fast track watches and 40% respondets are unaware of Fast track watches. Table No. 4.5 SATISFACTION OF THE RESPONDENTS
Sr. No
Satisfied
1 2
Yes No Total
64 36 100
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Fig. no. 4.5SATISFACTION OF THE RESPONDENTS
70 Yes, 64 60
50
40 No, 36 30
20
10
0 Yes No
Interpretati From the above data it can interpreted that 64% user are satisfied with Fast track watches and 36% respondeents are unsatisfied with watch.
Table No. 4.6 USE OF FAST TRACK WATCH BY RESPONDENT
Sr. No
Satisfied
1 2
Yes No Total
40 60 100
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Fig. no. 4.6 USE OF FAST TRACK WATCH BY RESPONDENT
70
60
Yes, 60
50
40
No, 40
30
20
10
0 Yes No
Interpretation From the above data it can interpret that 60% respondent not uses Fast track watches and 40% respondents are uses Fast track watch. Table No. 4.7 PERCEPTION ABOUT QUALITY OF FAST TRACK WATCHES
Sr. No 1 2 3 4
Perception Fully Satisfied Satisfied Partially Satisfied Unsatisfied
Respondent 40 20 20 20
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Fig. no. 4.7 PERCEPTION ABOUT QUALITY OF FAST TRACK WATCHES
Respondent
Fully Satisfied Satisfied Partially Satisfied Unsatisfied
20% 40%
20%
20%
Interpretation
From the above data it can be conclude that, The perception about the quality satisfaction in more to fully satisfied i.e. 40%, then secondly is satisfied, Partial satisfied & Unsatisfied is holding 20% each respondents.
Table No. 4.8 SOURCES OF INFORMATION OF FAST TRACK WATCHES
Sr. No 1 2 3
Sources Advertising Print Media Pomplates
Respondent 30 30 20
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4 Compaiging Total 20 100
Fig. no. 4.8 SOURCES OF INFORMATION OF FAST TRACK WATCHES
Respondent
Compaiging
Pomplates Respondent Print Media
Advertising
10
15
20
25
30
Interpretation
From the above data conclusion was drawn that,the respondent get mostly from advertising & Print media, i.e. 30% each, and 20%, 20% respondents gets information from pomplates, complaining. Table No. 4.9 PERCEPTION ABOUT PRICE OF FAST TRACK WATCHES
Sr. No 1 2 3
Sources Expensive Affordable Sensitive
Respondent 50 10 20
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4 Low expensive Total 20 100
Fig. no. 4.9 PERCEPTION ABOUT PRICE OF FAST TRACK WATCHES
Respondent
Low expensive
Sensitive Respondent Affordable
Expensive 0 10 20 30 40 50
Interpretation
From the above data conclusion was drawn that, the respondents perception about the price is more to expensive, i.e. 50%, 20% respondents says that the price of Fast track watches is sensitive and also same percentage respondents says Low expensive and only 10% respondents are says affordable price. Table No. 4.10 FACTORS OF INFLUENCING OF SELECTING FAST TRACK WATCHES
Sr. No
Factors
Best Quality
60
Page 28
2 3 4 Convenience Low price Avilability Total 20 10 10 100
Fig. no. 4.10 FACTORS OF INFLUENCING OF SELECTING FAST TRACK WATCHES
60 50 40 30 20 10 0 Number of respondents
Interpretation
From the above data it can be conclude that, Quality factor play major role in selecting watches, i.e. 60% respondents see quality while purchasing the watches, and 20%, 10%, 10% respondents see convenience, Price & availability resp.
Table No. 4.11 RESPONDENTS INTERESTS IN USE OF FAST TRACK WATCHES
Sr. No.
Interested
No. of respondent
Yes
70
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2 No 30
Fig. no. 4.11 RESPONDENTS INTERESTS IN USE OF FAST TRACK WATCHES
No. of respondent
No
No. of respondent
Yes
20
40
60
80
Interpretation From the above data it can be interpreted that 70% respondents are interested to use of Fast track watches and 30% respondents are not interested to use that. Table No. 4.12 RESPONDENTS GIVE SUGGESTION TO ANYONE
Sr. No.
Suggestion
No. of respondent
1 2
Yes No
60 40
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Fig. no. 4.12 RESPONDENTS GIVE SUGGESTION TO ANYONE
No. of respondent
60
50
40 No. of respondent
30
20
10
0 Yes No
Interpretation From the above data it can be conclude that, 60% respondents give suggestion to anyone to purchase Fast track watches, and 40% respondents did not give suggestion to anyone. Table No. 4.13 SATISFACTION OF THE RESPONDENTS ABOUT SERVICE OF FAST TRACK WATCHES
Sr. No.
Satisfaction of service
No. of respondent 80 20
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1 2
Yes No
Fig. no. 4.13 SATISFACTION OF THE RESPONDENTS ABOUT SERVICE OF FAST TRACK WATCHES
No. of respondent
No 20%
Yes 80%
Interpretation From the above data it can be conclude that,80% respondents are satisfied with the service of Fast trackWathces, and only 20% respondents are not satisfied.
Table No. 4.14 RESPONDENTS MOTIVATED BECAUSE OF SATISFACTION
Sr. No.
Satisfaction of service
No. of respondent 80 20
1 2
Yes No
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Fig. no. 4.14 RESPONDENTS MOTIVATED BECAUSE OF SATISFACTION
No. of respondent
Yes, 80 80 70 60 50 40 30 20 10 0 Yes No No, 20
Interpretation From the above data it can be conclude that,80% respondents are motivated because of satisfaction, and only 20% respondents are not satisfied.
Table No. 4.15 AMBASSADOR EFFECTS ON SALES FAST TRACK WATCHES
Sr. No 1 2
effect Yes No Total
Respondent 50 50 100
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Fig. no. 4.15 AMBASSADOR EFFECTS ON SALES FAST TRACK WATCHES
Respondent
No
Respondent
Yes
10
20
30
40
50
Interpretation
From the above data conclusion was drawn that, 50% respondents think that the ambassador effects the sales of Fast track watches, 50% respondents are not think so. Table No. 4.16 FACTOR INFLUENCING PURCHASING FAST TRACK WATCHES
Sr. No 1 2 3
Sources Advertising Company Image Brand Image
Respondent 30 30 30
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4 Other Total 10 100
Fig. no. 4.16 FACTOR INFLUENCING PURCHASING FAST TRACK WATCHES
Respondent
Other
Brand Image Respondent Company Image
Advertising 0 5 10 15 20 25 30
Interpretation
From the above data conclusion was drawn that, the respondent purchase Fast track watches mostly from advertising, company image & Brand Image, i.e. 30% each, and 10% respondents purchase influence from other factor. Table No. 4.17 APPROPRIATE AGE TO USE OF FAST TRACK WATCHES
Sr. No
Age(in Years)
1 2
12-18 18-25
10 50
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3 4 25-40 40- ABOVE TOTAL 20 20 100
Fig. no. 4.17 APPROPRIATE AGE TO USE OF FAST TRACK WATCHES
20%
10%
12-18 20% 50% 18-25 25-40 40- ABOVE
Interpretation From above data it can be concluded that, 50% respondents are says to appropriate age uses to Fast track watches is 18-25 years, and 20% respondents are says to 25-40, and only 10% respondents says 12-18 years age group. Table No. 4.18 USE OF FAST TRACK WATCHES BY THE USER
Sr. No 1 2
Reason Status Feel Good
Respondent 30 30
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3 4 Quality Reputation Total 20 20 100
Fig. no. 4.18 USES OF FAST TRACK WATCHES BY THE USER
Respondent
Reputation
Quality Respondent Feel Good
Status
10
15
20
25
30
Interpretation From the above data conclusion was drawn that, 30% of the respondent uses this watch because of status and feelinggood, and 20% respondents use because of quality & reputation.
CHAPTER 5 FINDINGS, SUGGETIONS & LIMITATIONS

5.1) FINDINGS:
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1) After conducting the research the researcher found that, In case of buying of Fast track watches by the consumer, the consumer see the quality of the watch mostly.
2) Mainly men are involved in purchasing of Fast track watches.
3) Advertising is major source to get the information for buying. Advertising effects on consumer awareness than other promotional tools.
4) 70% of the respondents use Fast track watches.
5) Researcher found that, best quality factor influencing sales of Fast track watches.
6) Researcher found that, 80% respondents satisfied with uses of Fast track watches.
7) Researcher found that, Majority of the respondents are from the age group of 20-25 years.
8) From this research process, it can conclude that respondent take very much care status of self while purchasing Fast track watches.
9) Fast track is most popular brand preference factor of the respondent. 10) Mostly respondent are satisfied with Fast track watches.
11) 60% respondents give suggestion to anyone to purchase Fast track watch.
12) 80% respondents are satisfied with the services of Fast track watchs.
13) 80% respondents are wear Fast track watches to reflect their lifestyles.
14) 50% respondents are says to prices of Fast track watches expensive.
15) In this research process, appropriate age to wear Fast track watches, is 18-25 age groups.
16) Perception to purchasing Fast track watches advertising, company image, brand image is comparatively same, i.e. 30%.
17) 70% respondents uses Fast track watches to reflect the lifestyle.
5.2) SUGGESTIONS & RECOMMONDATIONS: 1. Company should try to decrease the cost because more consumers belong to the middle class.
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2. Company should give more emphasize on ambassador.
3. Company should produce more models.
4. Company should try to make effective advertisement.
5.3) LIMITATIONS: The limitation of this study is that sometimes the male or female respondents may not give the proper and correct information regarding the price and used brands of Fast track watches in their daily diets.
4) The study was limited to Amravati city
5) Due to limited time & money, it was not peruse to come whole entire, hence the sample size was 100 respondents.
6) The study was limited to one brand.
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A Study of Consumer awareness & its impact on sales of fast track watches CHAPTER 1 INTRODUCTION

P R Patil college of Engineering & Technology, Amravati

P R Patil college of Engineering & Technology, Amravati

P R Patil college of Engineering & Technology, Amravati

RISE OF CONSUMER AWARENESS

P R Patil college of Engineering & Technology, Amravati

P R Patil college of Engineering & Technology, Amravati

P R Patil college of Engineering & Technology, Amravati

P R Patil college of Engineering & Technology, Amravati

2.2) COMPANY PROFILE:

P R Patil college of Engineering & Technology, Amravati

P R Patil college of Engineering & Technology, Amravati

2.5) JEWELLARY DEVISION:

2.6) PRESCRIPTION EYEWEAR DIVISION (PEW)

P R Patil college of Engineering & Technology, Amravati

Fast track-steel-strap-analouge -watch-for-girls-2405sm05

Fast track-steel-strap-analouge -watch-for-girls-2405sm07

Fast track-steel-strap-analouge -watch-for-girls-6062sm03

P R Patil college of Engineering & Technology, Amravati

CHAPTER NO 3 RESEARCH METHODOLOGY

P R Patil college of Engineering & Technology, Amravati

3.3) DEFINITION OF THE PROBLEM:

3.4) OBJECTIVES OF RESEARCH STUDY:-

3.5) SCOPE OF STUDY:

3.6) DATA COLLECTION:

P R Patil college of Engineering & Technology, Amravati

CHAPTER NO 4 DATA INTERPRETATION

14-19 20-25 25 & above TOTAL

Fig. no. 4.1AGEWISE CLASSIFICATIONS OF RESPONDENTS

P R Patil college of Engineering & Technology, Amravati

Fig. no. 4.2GENDER WISE CLASSIFICATION OF RESPONDENTS

Table No. 4.3 QUALIFICATIION WISE CLASSIFICATION OF THE RESPONDENTS

Qualification 12th Graduation

P R Patil college of Engineering & Technology, Amravati

Fig. no. 4.3QUALIFICATIION WISE CLASSIFICATIONS OF THE RESPONDENTS

P R Patil college of Engineering & Technology, Amravati

Fig. no. 4.4 FACTORS AFFECTING ON BRAND DECISION MAKING

P R Patil college of Engineering & Technology, Amravati

Table No. 4.6 USE OF FAST TRACK WATCH BY RESPONDENT

P R Patil college of Engineering & Technology, Amravati

Perception Fully Satisfied Satisfied Partially Satisfied Unsatisfied

P R Patil college of Engineering & Technology, Amravati

Fig. no. 4.7 PERCEPTION ABOUT QUALITY OF FAST TRACK WATCHES

Table No. 4.8 SOURCES OF INFORMATION OF FAST TRACK WATCHES

Sources Advertising Print Media Pomplates

P R Patil college of Engineering & Technology, Amravati

Fig. no. 4.8 SOURCES OF INFORMATION OF FAST TRACK WATCHES

Pomplates Respondent Print Media

Sources Expensive Affordable Sensitive

P R Patil college of Engineering & Technology, Amravati

Fig. no. 4.9 PERCEPTION ABOUT PRICE OF FAST TRACK WATCHES

Sensitive Respondent Affordable

P R Patil college of Engineering & Technology, Amravati

Fig. no. 4.10 FACTORS OF INFLUENCING OF SELECTING FAST TRACK WATCHES

Table No. 4.11 RESPONDENTS INTERESTS IN USE OF FAST TRACK WATCHES

P R Patil college of Engineering & Technology, Amravati

Fig. no. 4.11 RESPONDENTS INTERESTS IN USE OF FAST TRACK WATCHES

P R Patil college of Engineering & Technology, Amravati

Fig. no. 4.12 RESPONDENTS GIVE SUGGESTION TO ANYONE

P R Patil college of Engineering & Technology, Amravati

Table No. 4.14 RESPONDENTS MOTIVATED BECAUSE OF SATISFACTION

P R Patil college of Engineering & Technology, Amravati

Fig. no. 4.14 RESPONDENTS MOTIVATED BECAUSE OF SATISFACTION