Ankita Jain

Ashish Sharma
Hitali Makkar
Disha Mahajan
Ambesh Srivastava
Indranil Bhawmick
Group no. 5
How this project was
successful?
Questionnaire, design & Survey:
Ankita Jain, Disha jain, Ashish Sharma
Analysis:
Hitali, Indranil, Ambesh
Though all members were involved during the
whole process
Introduction
 Time is money
 With the fast pace of economic growth,
the Indian watch market has also changed
 From “Need”, it became “Demand”
 Different brands with different technology,
design and innovations have entered into
the market.
Purpose of The Report
This report is to give a slight insight about what
customers really wants
Marketing research is done collect data from
consumers to arrive at a conclusion
We had tried to find out……………………..
Do various features of a watch like quality, price,
design, brand image, warranty affect a customer?
What should be the future trend
Is there any threat to the industry
On the basis of survey conducted various findings
and conclusion have been explained after
analysis.
 Research plan
Data source:
Primary data

Research approaches:
Survey has been conducted to gather the
primary data.

Research instrument:
Questionnaire
 
•Design of questionnaire:
Designed in a structured manner keeping in
mind all the basic steps for construction of a
questionnaire and considering all the scales.
Sample Plan
Sampling unit:
Students
Self employed people
Professionals
Businessmen
Housewives
 
Sample size: 100 customers from the following areas:
College (Ram Lal Anand College,DU)
Restaurants(Evergreen, McDonalds, Pizza Hut)
Shopping malls( Ansal Plaza)
Apartments(Like in Mehrauli, Safdarjung Enclave etc.)
•BJECTIVES

To classify the users of watches on the basis of three categories

- lower income group, middle income group, and higher
income group.
To study the consumer preferences including discussions of
specific brand.
The Consumer who’s buying what, and where.
To analyze latest Trends and Opportunities.
To Discover what the luxury watch consumer considers to
be the most important features of watch, enabling you to tailor
your offering accordingly.
Gain insight into future trends
Develop an idea in the watch market
To find the market leader in the industry.
To find out the recent threat to the watch market
Q1. Which type of wrist watch do you
like to wear?

Perce
No.
ntage
of
Types users
20
Sports watch 20
6
Digital watch 6
18
Single Strap 18
32
Chain watch 32
16
Bracelet watch 16
8
Others 8
100
Total 100
Q2. You prefer your watch as?
Q3. Do you prefer a cell phone over
your watch for referring time?
Q4. What features do you consider
while purchasing a watch?
Q5. For what level does the warranty of a
watch affect you while making a purchase?
Q6. Which brand of watch you are
currently using?
Q7. What motivated you to make
your purchase?
Q8. Does the publicity of watches by
celebrities affect your buying decision?
Q.11 What additional features would you like to go for?

40% people want alarm

38% would like to have the
temperature feature to be added
32% needs day, month and date
26% wants stop watch

Objectives met:-
Insight into future trends
 Q.12 How often you switch off the brands?

50% says they change their

brand depending on their mood
28% people are brand loyal
and does not prefer to switch off
16% look for affordability
before switching
6% people change their brand
very often
This depicts the brand loyalty of
the consumers.
Q.13 If given a chance to change your watch, you would go for?
Q.14 How would you rate your watch on the basis of following
features?
Only 16% from lower income
group participated in the survey
30% of the people are from the
lower middle income 26% from
higher middle income group
28% from higher income group

Objectives met:-
To classify the users of watches
on the basis of three categories -
lower income group, middle
income group, and higher income
group
SWOT ANALYSIS OF THE
INDUSTRY
STRENGTHS
Watch industry is growing at the rate of 30% every
year.
As population is rising, the watch market is also
expanding.
Customers are not very price sensitive as far as quality
watch is concerned.
WEAKNESS
Not much advertising is done by the watch industry.
No product innovation.
Few numbers of exclusive showrooms reduces the
consumer’s accessibility to the product.
There are few marketers, who are concentrated only
upon a particular niche segment (Tag Heuer).
 OPPORTUNITIES
The young, independent individuals are the
“trendsetters” that the fashionable luxury watch and
fine luxury watch brands can target. (Fast Track).
In India the market is huge and demand is unlikely to
change.
People are using it as a fashion accessory which
means more demand for the product.
Youth of India are far more brand conscious than
their predecessors. That can lead to the expansion of
the market for branded watches.
THREATS
Many foreign players entering in the race.
Too many players will dilute the market & the profit
margin.
Mobile phones acting as substitutes of the watches.
Increasing the price of the raw material like steel
may increase the price of the product. 
 LIMITATIONS
Cannot be taken as a representative of
whole.
Sample size being small, cannot give a
generalize statement.
Primary data is limited to questionnaire.
Data might be constrained by the
availability and approachability.
Some of the respondents being rarely
interested gave some rough ideas just for
the sake of answering.
 Due to paucity of time it was impossible to
know the interest of large number.
 CONCLUSION
Titan is the most commonly used brand by
all the watch users.
 Timex is the second and best priority for
higher middle income group.
Fast Track being not so demanded remains
on an average position.
This survey also gives information about the
existing features and some added features
desired by customers that are to be
introduced by the companies.
Chain watch is most commonly used by
all customers.
Design and quality are two important
factors even helpful in the purchase
decision of a watch.
QUERY
•BJECTIVES MET

To classify the users of watches on the basis of three categories

- lower income group, middle income group, and higher
income group(Q.15-demographics).
To study the consumer preferences including discussions of
specific brand(Q. 6).
The Consumer who’s buying what, and where(Q. 1,4,6).
To analyze latest Trends and Opportunities(Q. 1,5,13,14).
To Discover what the luxury watch consumer considers to
be the most important features of watch, enabling you to tailor
your offering accordingly(Q. 4,9).
Gain insight into future trends (Q. 2, 11)
Develop an idea in the watch market(Q. 3)
To find the market leader in the industry(Q. 6).
To find out the recent threat to the watch market(Q.3)