8. Purchasing power of consumers Market Positioning 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 2000-4000 LOWER MIDDLE CLASS & UPPER CLASS SONATA 350-900 LOWER 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
12. 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%
13. 1. Are you Aware of brand Titan? Inference - This can be clearly concluded that Titan has got an extra ordinary awareness level. Awareness No of respondents % of sample Yes 50 100% No 0 0%
14. 4.Which of the following attributes you consider while purchasing the watches? Inference - Durability and style are to main attribute which respondents keep in mind while deciding about their purchase. RATING ATTRIBUTES 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%)
15. 5. How do you rate Titan in terms of following attributes? Inference- Titan has got good credits in all attributes except after sale service. RATING ATTRIBUTES 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
16. 6. Who influences your buying decision most? Inference - Still family and friends & colleagues play the most dominating role in decision making process.
17. 7. Which price range would you prefer ? Inference - 80% of respondents are using watches of price range Rs 1000-5000. Price range in Rs No of respondents % of sample 500 – 1000 2 4% 1001 – 2000 19 38% 2001 – 5000 22 44% 5001 and above 7 14%
18. 10. Will you recommend the brand Titan to others? Inference- 100% recommendation clearly reflects satisfaction derived by users is up to expectation. Recommendation No of respondents % of sample Yes 50 100% No 0 0%
19. 11. Are you satisfied with the Titan watch you possess? Inference - Almost respondents are satisfied with Titan product they are using Satisfied No of respondents % of sample Yes 49 98% No 1 2%
20. 12.If not TITAN which brand would you like to go for? Inference- Timex can be considered as second most preferable brand after Titan. Brand No of respondent % of sample Citizen 8 23% Casio 5 15% Timex 15 44% Others 6 18%