CHAPTER-1

INTRODUCTION TO THE PROJECT

Study of Consumer Purchase Behaviour Towards Indian & Foreign
Branded Wrist Watches


WATCH



A watch is defined as a spring driven timekeeper, small enough to carry on a
person. Generally, this group would contain early watches worn on a chain
around the neck, pocket watches, and then wrist watches The oldest extant
sun-dials can be found in Egypt and dates back to 1500




1.2 HISTORY OF WATCHES
For thousands of years, devices have been used to measure and keep track of
time. The current sexagesimal system of time measurement dates to
approximately 2000 BC, in Sumer. The Ancient Egyptians divided the day
into two 12-hour periods, and used large obelisks to track the movement of
the Sun. They also developed water clocks, which were probably first used
in the Precinct of Amun-Re, and later outside Egypt as well; they were
employed frequently by the Ancient Greeks, who called them clepsydrae.
The Shang Dynasty is believed to have used the outflow water clock around
the same time, devices which were introduced from Mesopotamia as early as
2000 BC. Other ancient timekeeping devices include the candle clock, used
in China, Japan, England and Iraq; the timestick, widely used in India and
Tibet, as well as some parts of Europe; and the hourglass, which functioned
similarly to a water clock.
The earliest clocks relied on shadows cast by the sun, and hence were not
useful in cloudy weather or at night and required recalibration as the seasons
changed (if the gnomon was not aligned with the Earth's axis). The earliest
known clock with a water-powered escapement mechanism, which
transferred rotational energy into intermittent motions, dates back to 3rd
century BC ancient Greece; Chinese engineers later invented clocks
incorporating mercury-powered escapement mechanisms in the 10th century,
followed by Arabic engineers inventing water clocks driven by gears and
weights in the 11th century.
Mechanical clocks employing the verge escapement mechanism were
invented in Europe at around the start of the 14th century, and became the
standard timekeeping device until the spring-powered clock and pocket
watch in the 16th century, followed by the pendulum clock in the 17th
century. During the 20th century, quartz oscillators were invented, followed
by atomic clocks. Although first used in laboratories, quartz oscillators were
both easy to produce and accurate, leading to their use in wristwatches.
Atomic clocks are far more accurate than any previous timekeeping device,
and are used to calibrate other clocks and to calculate the proper time on
Earth; a standardized civil system, Coordinated Universal Time, is based on
atomic time.




Many ancient civilizations observed astronomical bodies, often the Sun and
Moon, to determine times, dates, and seasons. Methods of sexagesimal
timekeeping, now common in Western society, first originated nearly
4,000 years ago in Mesopotamia and Egypt; a similar system was developed
later in Mesoamerica. The first calendars may have been created during the
last glacial period, by hunter-gatherers who employed tools such as sticks
and bones to track the phases of the moon or the seasons. Stone circles, such
as England's Stonehenge, were built in various parts of the world, especially
in Prehistoric Europe, and are thought to have been used to time and predict
seasonal and annual events such as equinoxes or solstices. As those
megalithic civilizations left no recorded history, little is known of their
calendars or timekeeping methods.
3500 BC 500 BC
Sundials have their origin in shadow clocks, which were the first devices
used for measuring the parts of a day. The oldest known shadow clock is
from Egypt, and was made from green schist. Ancient Egyptian obelisks,
constructed about 3500 BC, are also among the earliest shadow clocks.








The Luxor Obelisk in Place de la Concorde, Paris, France
Egyptian shadow clocks divided daytime into 10 parts, with an additional
four "twilight hours"two in the morning, and two in the evening. One type
of shadow clock consisted of a long stem with five variable marks and an
elevated crossbar which cast a shadow over those marks. It was positioned
eastward in the morning, and was turned west at noon. Obelisks functioned
in much the same manner: the shadow cast on the markers around it allowed
the Egyptians to calculate the time. The obelisk also indicated whether it was
morning or afternoon, as well as the summer and winter solstices. A third
shadow clock, developed c. 1500 BC, was similar in shape to a bent T-
square. It measured the passage of time by the shadow cast by its crossbar on
a non-linear rule. The T was oriented eastward in the mornings, and turned
around at noon, so that it could cast its shadow in the opposite direction.
Although accurate, shadow clocks relied on the sun, and so were useless at
night and in cloudy weather. The Egyptians therefore developed a number of
alternative timekeeping instruments, including water clocks, hourglasses,
and a system for tracking star movements. The oldest description of a water
clock is from the tomb inscription of the 16th-century BC Egyptian court
official Amenemhet, identifying him as its inventor. There were several
types of water clocks, some more elaborate than others. One type consisted
of a bowl with small holes in its bottom, which was floated on water and
allowed to fill at a near-constant rate; markings on the side of the bowl
indicated elapsed time, as the surface of the water reached them. The oldest-
known waterclock was found in the tomb of pharaoh Amenhotep I (1525
1504 BC), suggesting that they were first used in ancient Egypt. The ancient
Egyptians are also believed to be the inventors of the hourglass, which
consisted of two vertically aligned glass chambers connected by a small
opening. When the hourglass was turned over, grains of sand fell at a
constant rate from one chamber to the other. Another Egyptian method of
determining the time during the night was using plumb-lines called
merkhets. In use since at least 600 BC, two of these instruments were
aligned with Polaris, the north pole star, to create a northsouth meridian.
The time was accurately measured by observing certain stars as they crossed
the line created with the merkhets.




500 BC 1 BC

Ctesibius's clepsydra from the 3rd century BC. Clepsydra, literally water
thief, is the Greek word for water clock.
Water clocks, or clepsydrae, were commonly used in Ancient Greece
following their introduction by Plato, who also invented a water-based alarm
clock. One account of Plato's alarm clock describes it as depending on the
nightly overflow of a vessel containing lead balls, which floated in a
columnar vat. The vat held a steadily increasing amount of water, supplied
by a cistern. By morning, the vessel would have floated high enough to tip
over, causing the lead balls to cascade onto a copper platter. The resultant
clangor would then awaken Plato's students at the Academy. Another
possibility is that it comprised two jars, connected by a siphon. Water
emptied until it reached the siphon, which transported the water to the other
jar. There, the rising water would force air through a whistle, sounding an
alarm. The Greeks and Chaldeans regularly maintained timekeeping records
as an essential part of their astronomical observations.
Greek astronomer, Andronicus of Cyrrhus, supervised the construction of the
Tower of the Winds in Athens in the 1st century BC.
In Greek tradition, clepsydrae were used in court; later, the Romans adopted
this practice, as well. There are several mentions of this in historical records
and literature of the era; for example, in Theaetetus, Plato says that "Those
men, on the other hand, always speak in haste, for the flowing water urges
them on". Another mention occurs in Lucius Apuleius' The Golden Ass:
"The Clerk of the Court began bawling again, this time summoning the chief
witness for the prosecution to appear. Up stepped an old man, whom I did
not know. He was invited to speak for as long as there was water in the
clock; this was a hollow globe into which water was poured through a funnel
in the neck, and from which it gradually escaped through fine perforations at
the base". The clock in Apuleius' account was one of several types of water
clock used. Another consisted of a bowl with a hole in its centre, which was
floated on water. Time was kept by observing how long the bowl took to fill
with water.




Although clepsydrae were more useful than sundialsthey could be used
indoors, during the night, and also when the sky was cloudythey were not
as accurate; the Greeks, therefore, sought a way to improve their water
clocks. Although still not as accurate as sundials, Greek water clocks became
more accurate around 325 BC, and they were adapted to have a face with an
hour hand, making the reading of the clock more precise and convenient.
One of the more common problems in most types of clepsydrae was caused
by water pressure: when the container holding the water was full, the
increased pressure caused the water to flow more rapidly. This problem was
addressed by Greek and Roman horologists beginning in 100 BC, and
improvements continued to be made in the following centuries. To
counteract the increased water flow, the clock's water containersusually
bowls or jugswere given a conical shape; positioned with the wide end up,
a greater amount of water had to flow out in order to drop the same distance
as when the water was lower in the cone. Along with this improvement,
clocks were constructed more elegantly in this period, with hours marked by
gongs, doors opening to miniature figurines, bells, or moving mechanisms.
There were some remaining problems, however, which were never solved,
such as the effect of temperature. Water flows more slowly when cold, or
may even freeze.
Although the Greeks and Romans did much to advance water clock
technology, they still continued to use shadow clocks. The mathematician
and astronomer Theodosius of Bithynia, for example, is said to have
invented a universal sundial that was accurate anywhere on Earth, though
little is known about it. Others wrote of the sundial in the mathematics and
literature of the period. Marcus Vitruvius Pollio, the Roman author of De
Architectura, wrote on the mathematics of gnomons, or sundial blades.
During the reign of Emperor Augustus, the Romans constructed the largest
sundial ever built, the Solarium Augusti. Its gnomon was an obelisk from
Heliopolis. Similarly, the obelisk from Campus Martius was used as the
gnomon for Augustus' zodiacal sundial. Pliny the Elder records that the first
sundial in Rome arrived in 264 BC, looted from Catania, Sicily; according to
him, it gave the incorrect time until the markings and angle appropriate for
Rome's latitude were useda century later.




Persia

Reconstruction of the scene of a water clock manager (MirAab), Iran
According to Callisthenes, the Persians were using water clocks in 328 BC
to ensure a just and exact distribution of water from qanats to their
shareholders for agricultural irrigation. The use of water clocks in Iran,
especially in Zeebad, dates back to 500BC. Later they were also used to
determine the exact holy days of pre-Islamic religions, such as the Nowruz,
Chelah, or Yald - the shortest, longest, and equal-length days and nights of
the years. The water clocks used in Iran were one of the most practical
ancient tools for timing the yearly calendar.
Water clocks, or Fenjaan, in Persia reached a level of accuracy comparable
to today's standards of timekeeping. The fenjaan was the most accurate and
commonly used timekeeping device for calculating the amount or the time
that a farmer must take water from a qanat or well for irrigation of the farms,
until it was replaced by more accurate current clock. Persian water clocks
were a practical and useful tool for the qanat's shareholders to calculate the
length of time they could divert water to their farm. The qanat was the only
water source for agriculture and irrigation so a just and fair water distribution
was very important. Therefore a very fair and clever old person was elected
to be the manager of the water clock, and at least two full-time managers
were needed to control and observe the number of fenjaans and announce the
exact time during the days and nights.
The fenjaan was a big pot full of water and a bowl with small hole in the
center. When the bowl become full of water, it would sink into the pot, and
the manager would empty the bowl and again put it on the top of the water in
the pot. He would record the number of times the bowl sank by putting small
stones into a jar.
The place where the clock was situated, and its managers, were collectively
known as khaneh fenjaan. Usually this would be the top floor of a public-
house, with west- and east-facing windows to show the time of sunset and
sunrise. There was also another time-keeping tool named a staryab or




astrolabe, but it was mostly used for superstitious beliefs and was not
practical for use as a farmers' calendar. The Zeebad Gonabad water clock
was in used until 1965 when it was substituted by modern clocks.
AD 1 AD 1500

The water-powered elephant clock by Al-Jazari, 1206.
Joseph Needham speculated that the introduction of the outflow clepsydra to
China, perhaps from Mesopotamia, occurred as far back as the 2nd
millennium BC, during the Shang Dynasty, and at the latest by the 1st
millennium BC. By the beginning of the Han Dynasty, in 202 BC, the
outflow clepsydra was gradually replaced by the inflow clepsydra, which
featured an indicator rod on a float. To compensate for the falling pressure
head in the reservoir, which slowed timekeeping as the vessel filled, Zhang
Heng added an extra tank between the reservoir and the inflow vessel.
Around 550 AD, Yin Gui was the first in China to write of the overflow or
constant-level tank added to the series, which was later described in detail by
the inventor Shen Kuo. Around 610, this design was trumped by two Sui
Dynasty inventors, Geng Xun and Yuwen Kai, who were the first to create
the balance clepsydra, with standard positions for the steelyard balance.
Joseph Needham states that:
... [the balance clepsydra] permitted the seasonal adjustment of the pressure
head in the compensating tank by having standard positions for the
counterweight graduated on the beam, and hence it could control the rate of
flow for different lengths of day and night. With this arrangement no
overflow tank was required, and the two attendants were warned when the
clepsydra needed refilling.
Between 270 BC and 500 AD, Hellenistic (Ctesibius, Hero of Alexandria,
Archimedes) and Roman horologists and astronomers were developing more
elaborate mechanized water clocks. The added complexity was aimed at
regulating the flow and at providing fancier displays of the passage of time.
For example, some water clocks rang bells and gongs, while others opened
doors and windows to show figurines of people, or moved pointers, and
dials. Some even displayed astrological models of the universe.




Some of the most elaborate water clocks were designed by Muslim
engineers. In particular, the water clocks by Al-Jazari in 1206 are credited
for going "well beyond anything" that had preceded them. In his treatise, he
describes one of his water clocks, the elephant clock. The clock recorded the
passage of temporal hours, which meant that the rate of flow had to be
changed daily to match the uneven length of days throughout the year. To
accomplish this, the clock had two tanks: the top tank was connected to the
time indicating mechanisms and the bottom was connected to the flow
control regulator. At daybreak the tap was opened and water flowed from the
top tank to the bottom tank via a float regulator that maintained a constant
pressure in the receiving tank.
Candle clocks

A candle clock
It is not known specifically where and when candle clocks were first used;
however, their earliest mention comes from a Chinese poem, written in 520
by You Jianfu. According to the poem, the graduated candle was a means of
determining time at night. Similar candles were used in Japan until the early
10th century.
The candle clock most commonly mentioned and written of is attributed to
King Alfred the Great. It consisted of six candles made from
72 pennyweights of wax, each 12 inches (30 cm) high, and of uniform
thickness, marked every inch (2.5 cm). As these candles burned for about
four hours, each mark represented 20 minutes. Once lit, the candles were
placed in wooden framed glass boxes, to prevent the flame from
extinguishing.
The most sophisticated candle clocks of their time were those of Al-Jazari in
1206. One of his candle clocks included a dial to display the time and, for
the first time, employed a bayonet fitting, a fastening mechanism still used in
modern times. Donald Routledge Hill described Al-Jazari's candle clocks as
follows:




The candle, whose rate of burning was known, bore against the underside of
the cap, and its wick passed through the hole. Wax collected in the
indentation and could be removed periodically so that it did not interfere
with steady burning. The bottom of the candle rested in a shallow dish that
had a ring on its side connected through pulleys to a counterweight. As the
candle burned away, the weight pushed it upward at a constant speed. The
automata were operated from the dish at the bottom of the candle. No other
candle clocks of this sophistication are known.
An oil-lamp clock
A variation on this theme were oil-lamp clocks. These early timekeeping
devices consisted of a graduated glass reservoir to hold oil usually whale
oil, which burned cleanly and evenly supplying the fuel for a built-in
lamp. As the level in the reservoir dropped, it provided a rough measure of
the passage of time.
Incense clocks
In addition to water, mechanical, and candle clocks, incense clocks were
used in the Far East, and were fashioned in several different forms. Incense
clocks were first used in China around the 6th century; in Japan, one still
exists in the Shsin, although its characters are not Chinese, but
Devanagari. Due to their frequent use of Devanagari characters, suggestive
of their use in Buddhist ceremonies, Edward H. Schafer speculated that
incense clocks were invented in India. Although similar to the candle clock,
incense clocks burned evenly and without a flame; therefore, they were more
accurate and safer for indoor use.
Several types of incense clock have been found, the most common forms
include the incense stick and incense seal. An incense stick clock was an
incense stick with calibrations; most were elaborate, sometimes having
threads, with weights attached, at even intervals. The weights would drop
onto a platter or gong below, signifying that a certain amount of time had
elapsed. Some incense clocks were held in elegant trays; open-bottomed
trays were also used, to allow the weights to be used together with the
decorative tray. Sticks of incense with different scents were also used, so that
the hours were marked by a change in fragrance. The incense sticks could be




straight or spiraled; the spiraled ones were longer, and were therefore
intended for long periods of use, and often hung from the roofs of homes and
temples.
In Japan, a geisha was paid for the number of senkodokei (incense sticks)
that had been consumed while she was present, a practice which continued
until 1924. Incense seal clocks were used for similar occasions and events as
the stick clock; while religious purposes were of primary importance, these
clocks were also popular at social gatherings, and were used by Chinese
scholars and intellectuals. The seal was a wooden or stone disk with one or
more grooves etched in it into which incense was placed. These clocks were
common in China, but were produced in fewer numbers in Japan. To signal
the passage of a specific amount of time, small pieces of fragrant woods,
resins, or different scented incenses could be placed on the incense powder
trails. Different powdered incense clocks used different formulations of
incense, depending on how the clock was laid out. The length of the trail of
incense, directly related to the size of the seal, was the primary factor in
determining how long the clock would last; all burned for long periods of
time, ranging between 12 hours and a month.
While early incense seals were made of wood or stone, the Chinese
gradually introduced disks made of metal, most likely beginning during the
Song dynasty. This allowed craftsmen to more easily create both large and
small seals, as well as design and decorate them more aesthetically. Another
advantage was the ability to vary the paths of the grooves, to allow for the
changing length of the days in the year. As smaller seals became more
readily available, the clocks grew in popularity among the Chinese, and were
often given as gifts. Incense seal clocks are often sought by modern-day
clock collectors; however, few remain that have not already been purchased
or been placed on display at museums or temples.







Clocks with gears and escapements

Greek washstand automaton working with the earliest escapement. The
mechanism was also used in Greek water clocks.
The earliest instance of a liquid-driven escapement was described by the
Greek engineer Philo of Byzantium (fl. 3rd century BC) in his technical
treatise Pneumatics (chapter 31) where he likens the escapement mechanism
of a washstand automaton with those as employed in (water) clocks. Another
early clock to use escapements was built during the 7th century in Chang'an,
by Tantric monk and mathematician, Yi Xing, and government official Liang
Lingzan. An astronomical instrument that served as a clock, it was discussed
in a contemporary text as follows:
[It] was made in the image of the round heavens and on it were shown the
lunar mansions in their order, the equator and the degrees of the heavenly
circumference. Water, flowing into scoops, turned a wheel automatically,
rotating it one complete revolution in one day and night. Besides this, there
were two rings fitted around the celestial sphere outside, having the sun and
moon threaded on them, and these were made to move in circling orbit ...
And they made a wooden casing the surface of which represented the
horizon, since the instrument was half sunk in it. It permitted the exact
determinations of the time of dawns and dusks, full and new moons, tarrying
and hurrying. Moreover, there were two wooden jacks standing on the
horizon surface, having one a bell and the other a drum in front of it, the bell
being struck automatically to indicate the hours, and the drum being beaten
automatically to indicate the quarters. All these motions were brought about
by machinery within the casing, each depending on wheels and shafts,
hooks, pins and interlocking rods, stopping devices and locks checking
mutually.





The original diagram of Su Song's book showing the inner workings of
his clock tower
Since Yi Xing's clock was a water clock, it was affected by temperature
variations. That problem was solved in 976 by Zhang Sixun by replacing the
water with mercury, which remains liquid down to 39 C (38 F). Zhang
implemented the changes into his clock tower, which was about 10 metres
(33 ft) tall, with escapements to keep the clock turning and bells to signal
every quarter-hour. Another noteworthy clock, the elaborate Cosmic Engine,
was built by Su Song, in 1088. It was about the size of Zhang's tower, but
had an automatically rotating armillary spherealso called a celestial
globefrom which the positions of the stars could be observed. It also
featured five panels with mannequins ringing gongs or bells, and tablets
showing the time of day, or other special times. Furthermore, it featured the
first known endless power-transmitting chain drive in horology. Originally
built in the capital of Kaifeng, it was dismantled by the Jin army and sent to
the capital of Yanjing (now Beijing), where they were unable to put it back
together. As a result, Su Song's son Su Xie was ordered to build a replica.

Drawing of the Jayrun Water Clock in Damascus from the treatise On
the Construction of Clocks and their Use (1203)
The clock towers built by Zhang Sixun and Su Song, in the 10th and 11th
centuries, respectively, also incorporated a striking clock mechanism, the use
of clock jacks to sound the hours. A striking clock outside of China was the
Jayrun Water Clock, at the Umayyad Mosque in Damascus, Syria, which
struck once every hour. It was constructed by Muhammad al-Sa'ati in the
12th century, and later described by his son Ridwan ibn al-Sa'ati, in his On
the Construction of Clocks and their Use (1203), when repairing the clock.
In 1235, an early monumental water-powered alarm clock that "announced
the appointed hours of prayer and the time both by day and by night" was
completed in the entrance hall of the Mustansiriya Madrasah in Baghdad.
The first geared clock was invented in the 11th century by the Arab engineer
Ibn Khalaf al-Muradi in Islamic Iberia; it was a water clock that employed a




complex gear train mechanism, including both segmental and epicyclic
gearing, capable of transmitting high torque. The clock was unrivalled in its
use of sophisticated complex gearing, until the mechanical clocks of the mid-
14th century. Al-Muradi's clock also employed the use of mercury in its
hydraulic linkages, which could function mechanical automata. Al-Muradi's
work was known to scholars working under Alfonso X of Castile, hence the
mechanism may have played a role in the development of the European
mechanical clocks. Other monumental water clocks constructed by medieval
Muslim engineers also employed complex gear trains and arrays of
automata. Like the earlier Greeks and Chinese, Arab engineers at the time
also developed a liquid-driven escapement mechanism which they employed
in some of their water clocks. Heavy floats were used as weights and a
constant-head system was used as an escapement mechanism, which was
present in the hydraulic controls they used to make heavy floats descend at a
slow and steady rate.
A mercury clock, described in the Libros del saber de Astronomia, a Spanish
work from 1277 consisting of translations and paraphrases of Arabic works,
is sometimes quoted as evidence for Muslim knowledge of a mechanical
clock. However, the device was actually a compartmented cylindrical water
clock. which the Jewish author of the relevant section, Rabbi Isaac,
constructed using principles described by a philosopher named "Iran",
identified with Heron of Alexandria (fl. 1st century AD), on how heavy
objects may be lifted.

Astronomical clocks

Astrolabes were used as astronomical clocks by Muslim astronomers at
mosques and observatories.
During the 11th century in the Song Dynasty, the Chinese astronomer,
horologist and mechanical engineer Su Song created a water-driven
astronomical clock for his clock tower of Kaifeng City. It incorporated an




escapement mechanism as well as the earliest known endless power-
transmitting chain drive, which drove the armillary sphere.
Contemporary Muslim astronomers also constructed a variety of highly
accurate astronomical clocks for use in their mosques and observatories,
such as the water-powered astronomical clock by Al-Jazari in 1206, and the
astrolabic clock by Ibn al-Shatir in the early 14th century. The most
sophisticated timekeeping astrolabes were the geared astrolabe mechanisms
designed by Ab Rayhn Brn in the 11th century and by Muhammad ibn
Abi Bakr in the 13th century. These devices functioned as timekeeping
devices and also as calendars.

Castle clock by Al-Jazari, 14th century copy
A sophisticated water-powered astronomical clock was built by Al-Jazari in
1206. This castle clock was a complex device that was about 11 feet (3.4 m)
high, and had multiple functions alongside timekeeping. It included a display
of the zodiac and the solar and lunar paths, and a pointer in the shape of the
crescent moon which travelled across the top of a gateway, moved by a
hidden cart and causing doors to open, each revealing a mannequin, every
hour. It was possible to reset the length of day and night in order to account
for the changing lengths of day and night throughout the year. This clock
also featured a number of automata including falcons and musicians who
automatically played music when moved by levers operated by a hidden
camshaft attached to a water wheel.

Modern devices of ancient origin

A 20th-century sundial in Seville, Andalusia, Spain
Sundials were further developed by Muslim astronomers. As the ancient
dials were nodus-based with straight hour-lines, they indicated unequal
hoursalso called temporary hoursthat varied with the seasons. Every day
was divided into 12 equal segments regardless of the time of year; thus,




hours were shorter in winter and longer in summer. The idea of using hours
of equal length throughout the year was the innovation of Abu'l-Hasan Ibn
al-Shatir in 1371, based on earlier developments in trigonometry by
Muhammad ibn Jbir al-Harrn al-Battn (Albategni). Ibn al-Shatir was
aware that "using a gnomon that is parallel to the Earth's axis will produce
sundials whose hour lines indicate equal hours on any day of the year". His
sundial is the oldest polar-axis sundial still in existence. The concept
appeared in Western sundials starting in 1446.
Following the acceptance of heliocentrism and equal hours, as well as
advances in trigonometry, sundials appeared in their present form during the
Renaissance, when they were built in large numbers. In 1524, the French
astronomer Oronce Fin constructed an ivory sundial, which still exists;
later, in 1570, the Italian astronomer Giovanni Padovani published a treatise
including instructions for the manufacture and laying out of mural (vertical)
and horizontal sundials. Similarly, Giuseppe Biancani's Constructio
instrumenti ad horologia solaria (c. 1620) discusses how to construct
sundials.
The Portuguese navigator Ferdinand Magellan used 18 hourglasses on each
ship during his circumnavigation of the globe in 1522. Since the hourglass
was one of the few reliable methods of measuring time at sea, it is speculated
that it had been used on board ships as far back as the 11th century, when it
would have complemented the magnetic compass as an aid to navigation.
However, the earliest evidence of their use appears in the painting Allegory
of Good Government, by Ambrogio Lorenzetti, from 1338. From the 15th
century onwards, hourglasses were used in a wide range of applications at
sea, in churches, in industry, and in cooking; they were the first dependable,
reusable, reasonably accurate, and easily constructed time-measurement
devices. The hourglass also took on symbolic meanings, such as that of
death, temperance, opportunity, and Father Time, usually represented as a
bearded, old man. Though also used in China, the hourglass's history there is
unknown.









Clocks

The astronomical clock of St Albans Abbey, built by its abbot, Richard
of Wallingford
Clocks encompass a wide spectrum of devices, ranging from wristwatches to
the Clock of the Long Now. The English word clock is said to derive from
the Middle English clokke, Old North French cloque, or Middle Dutch
clocke, all of which mean bell, and are derived from the Medieval Latin
clocca, also meaning bell. Indeed, bells were used to mark the passage of
time; they marked the passage of the hours at sea and in abbeys.
Throughout history, clocks have had a variety of power sources, including
gravity, springs, and electricity. The invention of mechanical clockwork
itself is usually credited to the Chinese official Liang Lingzan and monk Yi
Xing. However, mechanical clocks were not widely used in the West until
the 14th century. Clocks were used in medieval monasteries to keep the
regulated schedule of prayers. The clock continued to be improved, with the
first pendulum clock being designed and built in the 17th century by
Christiaan Huygens, a Dutch scientist.
Early Western mechanical clocks
The earliest medieval European clockmakers were Christian monks.
Medieval religious institutions required clocks because daily prayer and
work schedules were strictly regulated. This was done by various types of
time-telling and recording devices, such as water clocks, sundials and
marked candles, probably used in combination. When mechanical clocks
were used, they were often wound at least twice a day to ensure accuracy.
Important times and durations were broadcast by bells, rung either by hand
or by a mechanical device, such as a falling weight or rotating beater.
As early as 850, Pacificus, archdeacon of Verona, constructed a water
clock (horologium nocturnum).




The religious necessities and technical skill of the medieval monks were
crucial factors in the development of clocks, as the historian Thomas Woods
writes:
The monks also counted skillful clock-makers among them. The first
recorded clock was built by the future Pope Sylvester II for the German town
of Magdeburg, around the year 996. Much more sophisticated clocks were
built by later monks. Peter Lightfoot, a 14th-century monk of Glastonbury,
built one of the oldest clocks still in existence, which now sits in excellent
condition in London's Science Museum.
The appearance of clocks in writings of the 11th century implies that they
were well known in Europe in that period. In the early 14th century, the
Florentine poet Dante Alighieri referred to a clock in his Paradiso;
considered to be the first literary reference to a clock that struck the hours.
The earliest detailed description of clockwork was presented by Giovanni da
Dondi, Professor of Astronomy at Padua, in his 1364 treatise Il Tractatus
Astrarii. This has inspired several modern replicas, including some in
London's Science Museum and the Smithsonian Institution. Other notable
examples from this period were built in Milan (1335), Strasbourg (1354),
Lund (1380), Rouen (1389), and Prague (1462).
Salisbury cathedral clock, dating from about 1386, is the oldest working
clock in the world, still with most of its original parts. It has no dial, as its
purpose was to strike a bell at precise times. The wheels and gears are
mounted in an open, box-like iron frame, measuring about 1.2 metres (3.9 ft)
square. The framework is held together with metal dowels and pegs, and the
escapement is the verge and foliot type, standard for clocks of this age. The
power is supplied by two large stones, hanging from pulleys. As the weights
fall, ropes unwind from the wooden barrels. One barrel drives the main
wheel, which is regulated by the escapement, and the other drives the
striking mechanism and the air brake.
Peter Lightfoot's Wells Cathedral clock, constructed c. 1390, is also of note.
The dial represents a geocentric view of the universe, with the Sun and
Moon revolving around a centrally fixed Earth. It is unique in having its
original medieval face, showing a philosophical model of the pre-Copernican




universe. Above the clock is a set of figures, which hit the bells, and a set of
jousting knights who revolve around a track every 15 minutes. The clock
was converted to pendulum and anchor escapement in the 17th century, and
was installed in London's Science Museum in 1884, where it continues to
operate. Similar astronomical clocks, or horologes, can be seen at Exeter,
Ottery St Mary, and Wimborne Minster.
The face of the Prague Astronomical Clock (1462)
One clock that has not survived to the present-day is that of the Abbey of St
Albans, built by the 14th-century abbot Richard of Wallingford. It may have
been destroyed during Henry VIII's Dissolution of the Monasteries, but the
abbot's notes on its design have allowed a full-scale reconstruction. As well
as keeping time, the astronomical clock could accurately predict lunar
eclipses, and may have shown the Sun, Moon (age, phase, and node), stars
and planets, as well as a wheel of fortune, and an indicator of the state of the
tide at London Bridge. According to Thomas Woods, "a clock that equaled it
in technological sophistication did not appear for at least two centuries".
Giovanni de Dondi was another early mechanical clockmaker, whose clock
did not survive, but has been replicated based on the designs. De Dondi's
clock was a seven-faced construction with 107 moving parts, showing the
positions of the Sun, Moon, and five planets, as well as religious feast
days.Around this period, mechanical clocks were introduced into abbeys and
monasteries to mark important events and times, gradually replacing water
clocks which had served the same purpose.
During the Middle Ages, clocks were primarily used for religious purposes;
the first employed for secular timekeeping emerged around the 15th century.
In Dublin, the official measurement of time became a local custom, and by
1466 a public clock stood on top of the Tholsel (the city court and council
chamber). It was probably the first of its kind in Ireland, and would only
have had an hour hand. The increasing lavishness of castles led to the
introduction of turret clocks. A 1435 example survives from Leeds castle; its
face is decorated with the images of the Crucifixion of Jesus, Mary and St
George.




Clock towers in Western Europe in the Middle Ages were also sometimes
striking clocks. The most famous original still standing is possibly St Mark's
Clock on the top of St Mark's Clocktower in St Mark's Square, Venice,
assembled in 1493, by the clockmaker Gian Carlo Rainieri from Reggio
Emilia. In 1497, Simone Campanato moulded the great bell that every
definite time-lapse is beaten by two mechanical bronze statues (h. 2,60 m.)
called Due Mori (Two Moors), handling a hammer. Possibly earlier (1490 by
clockmaster Jan Re also called Hanu) is the Prague Astronomical Clock,
that according to another source was assembled as early as 1410 by
clockmaker Mikul of Kada and mathematician Jan indel. The allegorical
parade of animated sculptures rings on the hour every day.
Early clock dials did not use minutes and seconds. A clock with a minutes
dial is mentioned in a 1475 manuscript, and clocks indicating minutes and
seconds existed in Germany in the 15th century. Timepieces which indicated
minutes and seconds were occasionally made from this time on, but this was
not common until the increase in accuracy made possible by the pendulum
clock and, in watches, the spiral balance spring. The 16th-century
astronomer Tycho Brahe used clocks with minutes and seconds to observe
stellar positions.
Ottoman mechanical clocks
The Ottoman engineer Taqi al-Din described a weight-driven clock with a
verge-and-foliot escapement, a striking train of gears, an alarm, and a
representation of the moon's phases in his book The Brightest Stars for the
Construction of Mechanical Clocks (Al-Kawkib al-durriyya f wadh' al-
bankmat al-dawriyya), written around 1556. Similarly to earlier 15th-
century European mechanical alarm clocks, the alarm was set by placing a
peg on the dial wheel at the appropriate time. The clock had three dials
reading in hours, degrees and minutes. Taqi al-Din later constructed a clock
for the Istanbul Observatory, where he used it to make observations of right
ascensions, stating: "We constructed a mechanical clock with three dials
which show the hours, the minutes, and the seconds. We divided each
minute into five seconds." This was an important innovation in 16th-century
practical astronomy, as at the start of the 20th century clocks were not
accurate enough to be used for astronomical purposes.




An example of a watch which measured time in minutes was created by an
Ottoman watchmaker, Meshur Sheyh Dede, in 1702.
Pendulum clocks
Innovations to the mechanical clock continued, with miniaturization leading
to domestic clocks in the 15th century, and personal watches in the 16th. In
the 1580s, the Italian polymath Galileo Galilei investigated the regular swing
of the pendulum, and discovered that it could be used to regulate a clock.
Although Galileo studied the pendulum as early as 1582, he never actually
constructed a clock based on that design. The first pendulum clock was
designed and built by Dutch scientist Christiaan Huygens, in 1656. Early
versions erred by less than one minute per day, and later ones only by
10 seconds, very accurate for their time.
The Jesuits were another major contributor to the development of pendulum
clocks in the 17th and 18th centuries, having had an "unusually keen
appreciation of the importance of precision". In measuring an accurate one-
second pendulum, for example, the Italian astronomer Father Giovanni
Battista Riccioli persuaded nine fellow Jesuits "to count nearly 87,000
oscillations in a single day".They served a crucial role in spreading and
testing the scientific ideas of the period, and collaborated with contemporary
scientists, such as Huygens.
The modern longcase clock, also known as the grandfather clock, has its
origins in the invention of the anchor escapement mechanism in about 1670.
Before then, pendulum clocks had used the older verge escapement
mechanism, which required very wide pendulum swings of about 100. To
avoid the need for a very large case, most clocks using the verge escapement
had a short pendulum. The anchor mechanism, however, reduced the
pendulum's necessary swing to between 4 to 6, allowing clockmakers to
use longer pendulums with consequently slower beats. These required less
power to move, caused less friction and wear, and were more accurate than
their shorter predecessors. Most longcase clocks use a pendulum about a
metre (39 inches) long to the center of the bob, with each swing taking one
second. This requirement for height, along with the need for a long drop
space for the weights that power the clock, gave rise to the tall, narrow case.




In 1675, 18 years after inventing the pendulum clock, Huygens devised the
spiral balance spring for the balance wheel of pocket watches, an
improvement on the straight spring invented by English natural philosopher
Robert Hooke. This resulted in a great advance in accuracy of pocket
watches, from perhaps several hours per day to 10 minutes per day, similar
to the effect of the pendulum upon mechanical clocks.
Clockmakers
A pocket watch
The first professional clockmakers came from the guilds of locksmiths and
jewellers. Clockmaking developed from a specialized craft into a mass
production industry over many years. Paris and Blois were the early centers
of clockmaking in France. French clockmakers such as Julien Le Roy,
clockmaker of Versailles, were leaders in case design and ornamental clocks.
Le Roy belonged to the fifth generation of a family of clockmakers, and was
described by his contemporaries as "the most skillful clockmaker in France,
possibly in Europe". He invented a special repeating mechanism which
improved the precision of clocks and watches, a face that could be opened to
view the inside clockwork, and made or supervised over 3,500 watches. The
competition and scientific rivalry resulting from his discoveries further
encouraged researchers to seek new methods of measuring time more
accurately.

An antique pocket watch movement, from an 1891 encyclopedia.
Between 1794 and 1795, in the aftermath of the French Revolution, the
French government briefly mandated decimal clocks, with a day divided into
10 hours of 100 minutes each. The astronomer and mathematician Pierre-
Simon Laplace, among other individuals, modified the dial of his pocket
watch to decimal time. A clock in the Palais des Tuileries kept decimal time
as late as 1801, but the cost of replacing all the nation's clocks prevented
decimal clocks from becoming widespread. Because decimalized clocks only
helped astronomers rather than ordinary citizens, it was one of the most
unpopular changes associated with the metric system, and it was abandoned.




In Germany, Nuremberg and Augsburg were the early clockmaking centers,
and the Black Forest came to specialize in wooden cuckoo clocks. The
English became the predominant clockmakers of the 17th and 18th centuries.
In 1802, British Philosopher, William Paley, applied the analogy of a watch's
design to the idea that creation is designed, and therefore must have a
designer. Switzerland established itself as a clockmaking center following
the influx of Huguenot craftsmen, and in the 19th century, the Swiss industry
"gained worldwide supremacy in high-quality machine-made watches". The
leading firm of the day was Patek Philippe, founded by Antoni Patek of
Warsaw and Adrien Philippe of Berne.
Wristwatches
In 1904, Alberto Santos-Dumont, an early aviator, asked his friend, a French
watchmaker called Louis Cartier, to design a watch that could be useful
during his flights. The wristwatch had already been invented by Patek
Philippe, in 1868, but only as a "lady's bracelet watch", intended as jewelry.
As pocket watches were unsuitable, Louis Cartier created the Santos
wristwatch, the first man's wristwatch and the first designed for practical use.
Wristwatches gained in popularity during World War I, when officers found
them to be more convenient than pocket watches in battle. Also, because the
pocket watch was mainly a middle class item, the enlisted men usually
owned wristwatches, which they brought with them. Artillery and infantry
officers depended on their watches as battles became more complicated and
coordinated attacks became necessary. Wristwatches were found to be
needed in the air as much as on the ground: military pilots found them more
convenient than pocket watches for the same reasons as Santos-Dumont had.
Eventually, army contractors manufactured watches en masse, for both
infantry and pilots. In World War II, the A-11 was a popular watch among
American airmen, with its simple black face and clear white numbers for
easy readability.






A twin-barrel box chronometer.
Marine chronometers
Marine chronometers are clocks used at sea as time standards, to determine
longitude by celestial navigation. They were first developed by Yorkshire
carpenter John Harrison, who won the British government's Longitude Prize
in 1759. Marine chronometers keep the time of a fixed locationusually
Greenwich Mean Timeallowing seafarers to determine longitude by
comparing the local high noon to the clock.
Chronometers

A modern quartz watch and chronograph
A chronometer is a portable timekeeper that meets certain precision
standards. Initially, the term was used to refer to the marine chronometer, a
timepiece used to determine longitude by means of celestial navigation.
More recently, the term has also been applied to the chronometer watch, a
wristwatch that meets certain precision standards set by the Swiss agency
COSC. Over 1,000,000 "Officially Certified Chronometer" certificates,
mostly for mechanical wrist-chronometerswristwatcheswith sprung
balance oscillators, are delivered each year, after passing the COSC's most
severe tests, and being singly identified by an officially recorded individual
serial number. According to COSC, a chronometer is a high-precision watch,
capable of displaying the seconds and housing a movement that has been
tested over several days, in different positions, and at different temperatures,
by an official, neutral body. To meet this requirement, each movement is
individually tested for several consecutive days, in five positions, and at
three temperatures. Any watch with the designation chronometer has a
certified movement.








Quartz oscillators
Internal construction of a modern high performance HC-49 package
quartz crystal.
The piezoelectric properties of crystalline quartz were discovered by Jacques
and Pierre Curie in 1880. The first quartz crystal oscillator was built by
Walter G. Cady in 1921, and in 1927 the first quartz clock was built by
Warren Marrison and J. W. Horton at Bell Telephone Laboratories in
Canada. The following decades saw the development of quartz clocks as
precision time measurement devices in laboratory settingsthe bulky and
delicate counting electronics, built with vacuum tubes, limited their practical
use elsewhere. In 1932, a quartz clock able to measure small weekly
variations in the rotation rate of the Earth was developed. The National
Bureau of Standards (now NIST) based the time standard of the United
States on quartz clocks from late 1929 until the 1960s, when it changed to
atomic clocks. In 1969, Seiko produced the world's first quartz wristwatch,
the Astron. Their inherent accuracy and low cost of production has resulted
in the subsequent proliferation of quartz clocks and watches.
Atomic clocks
Atomic clocks are the most accurate timekeeping devices known to date.
Accurate to within a few seconds over many thousands of years, they are
used to calibrate other clocks and timekeeping instruments. The first atomic
clock, invented in 1949, is on display at the Smithsonian Institution. It was
based on the absorption line in the ammonia molecule, but most are now
based on the spin property of the cesium atom. The International System of
Units standardized its unit of time, the second, on the properties of cesium in
1967. SI defines the second as 9,192,631,770 cycles of the radiation which
corresponds to the transition between two electron spin energy levels of the
ground state of the Cs atom. The cesium atomic clock, maintained by the
National Institute of Standards and Technology, is accurate to 30 billionths
of a second per year. Atomic clocks have employed other elements, such as
hydrogen and rubidium vapor, offering greater stabilityin the case of
hydrogen clocksand smaller size, lower power consumption, and thus
lower cost (in the case of rubidium clocks).




Time is considered one of our most valuable assets.
Evolution of Watch
The keeping of time goes all the way to the beginning of the civilization.
Both historians and archaeologists believe that stationary and portable sun-
dials were probably developed in Egypt and Mesopotamia.

BCE. We know that the early Egyptians used the pyramids as well as the
obelisks as a fore runner to the sundial

It is said that one of the first watches was created in
Italy around 1524 CE. The main problem for portable time keeping before
the 1600s was the lack of driving power. Timepieces of that era were
typically driven by weights making it very difficult for portable use. The
inaccuracy of timepieces in this era was very common and most watches
only had one hand that had to be wound at least twice a day.

It was not until 1675 CE that the implementation of a spiral balance spring
changed timekeeping forever by taking timekeeping accuracy from fractions
of an hour to fractions of a minute. It was then a second hand was added to
the watch. At this time Roman numerals were added to mark the minutes.
Eventually, due to rapid development, a watch would only have to be wound
once a day instead of every twelve hours.
With respect to mechanical improvements, the main milestone of watch
evolution can be stated as:
Prior to 1600 The Earliest Watches
1675-1700 The Balance Spring.
1700-1775 Steady progress
1775-1830 The First Chronometers
1900 on Metallurgy to the Rescue





Prior to 1600: The Earliest Watches
1485: Leonardo da Vinci sketches a fusee for a clock.
1500s: Germany: Peter Henlein creates the first pocket watch
1600-1675: The Age of Decoration
Early 1600s: Form watches becoming popular. Cases are shaped like animals
and objects. Religious themes are popular.
1635: Around this time that the fusee was adapted from clocks to watches.
1659 - 1675: Christian Huygens invents the "Remointor.
1675-1700: The Balance Spring
1687: Daniel Quare patents the repeating mechanism that uses bells to sound
quarter hours and the hours.
1700-1775: Steady Progress
1704: Peter and Jacob Debaufre, Nicolas Facio, are the first to use rubies in
watch movements.
1750: Watch makers began using enamel on watch.
1775: Abraham Louis Breguet sets up his own watch making shop in Paris,
France.
1775-1830: The First Chronometers
1780: Abraham Louis Perrelet invents the self winding movement.
1786: Breguet is the first to use guilloche on watch dials.
1807: Thomas Young invents the recording chronograph.
1809: Luther Goddard of Shrewsbury, Massachusetts is the first watch
manufacturer in America.




1830: Thomas Prest registers a patent for the self winding watch.
1830-1900: The Era of Complications
1833: Antoine LeCoultre starts his own watch making business which later
becomes Jaeger-LeCoultre.
1837: First Tiffany store opens.
1843: Adrien Philippe develops a watch with winding and setting through
the crown.
1844: The start, stop, and reset chronograph is invented by Adolph Nicole.
1844: Antoine LeCoultre invents the million metres.
1848: Louis Brandt opens his own workshop in La Chaux-de-Fonds which
eventually became the Omega Watch Company.
1853: Tissot makes the first dual time zone watch.
1858: Minerva is founded.
1860: Heuer is founded.
1865: Zenith founded.
1881: Movado founded.
1884: Greenwich, England is officially named the zero meridians and used
as the world wide recognized basis of time zones.
1886: Geneva Seal established.
1894: Universal Geneva established.
1900 Onwards Metallurgy to the Rescue
1905: Hans Wilsdorf starts the Rolex Watch Company.




1914: Eterna introduces the first wristwatch with an alarm.
1918: Japan: Shakosha Watch Company opened. This would become Citizen
in 1931.
1923: John Harwood is the first to mass produce a self winding wristwatch.
1924: Tokyo: Seiko brand name is launched by Kinttaro Hattori.
1926: Rolex introduces the first waterproof case called the "Oyster".
1929: First anti magnetic watch created by Tissot.
1933: Ingersoll introduces the "Mickey Mouse" watch.
1956: Rolex introduces their first model that displays the day and date.
1957: Hamilton introduces the world's first battery driven watch.
1962: Rado produces the world's first scratch proof watch called the "Diastar
1".
1962: ETA of Switzerland develops the first quartz battery operated watch.
1970: Hamilton releases the "Pulsar", the first electronic digital watch.
1972: Longines and Seiko introduce the LCD, (Liquid Crystal Display).
1980: Hublot founded.
1983: SMH of Switzerland launches the Swatch brand.
1985: Swiss Heuer Company merges with TAG to form TAG Heuer.
1986: Audemars Piguet introduces the first self winding tour billon.
1991: Franck Muller founded.
1999: Casio innovates with the first wristwatch with a built-in Global
Positioning System (GPS).












1.3 BRANDS
Brands were originally developed as labels of ownership: name, term,
design, and symbol. However, today it is what they do for people that
matters much more, how they reflect and engage them, how they define their
aspiration and enable them to do more. Powerful brands can drive success in
competitive and financial markets, and indeed become the organization's
most valuable assets.











1.4 THE EMERGENCE OF BRANDS

In the field of marketing, brands originated in the nineteenth century with the
advent of packaged goods. The first registered brand was the red triangle
registered by Bass beer, as the British were the first to introduce a law for
trade mark registration.
Industrialization moved the production of household items, such as soap,
from local communities to centralized factories. When shipping their items,
the factories would brand their logotype insignia on the shipping barrels.
These factories, generating mass-produced goods, needed to sell their
products to a wider range of customers, to a customer base familiar only with
local goods, and it turned out that a generic package of soap had difficulty
competing with familiar, local products.
The fortunes of many of that era's brands, such as Uncle Ben's rice and
Kellogg's breakfast cereal, illustrate the problem. The packaged goods
manufacturers needed to convince buyers that they could trust in the non-
local, factory product. Campbell soup, Coca-Cola, Juicy Fruit gum, Aunt
Jemima, and Quaker Oats, were the first American products to be branded to
increase the customer's familiarity with the products.
Around 1900, James Walter Thompson published a house advert explaining
trademark advertising, in an early commercial description of what now is
known as 'branding'. Soon, companies adopted slogans, mascots, and jingles
that were heard on radio and seen in early television. By the 1940s, Mildred
Pierce manufacturers recognized how customers were developing
relationships with their brands in the social, psychological, and
anthropological senses. From that, manufacturers quickly learned to
associate other kinds of brand values, such as youthfulness, fun, and luxury,
with their products. Thus began the practice of 'branding', wherein the
customer buys the brand rather than the product.






1.5 What Is Branding?



Branding is the foundation of marketing and is inseparable from business
strategy. It is therefore more than putting a label on a fancy product.
Nowadays, a corporation, law firm, country, university, museum, hospital,
celebrity, and even you in your career can be considered as a brand. As
branding is deeply anchored in psycho-sociology, it takes into account both
tangible and intangible attributes, e.g., functional and emotional benefits.
Therefore, those attributes compose the beliefs that the brand's audience
recalls when they think about the brand in its context.
The value of a brand resides, for the audience, in the promise that the
product or service will deliver. Clearly, a brand can recall memories of a bad
experience. The value for the audience then would be to avoid purchasing
that brand.
From the perspective of the brand's owner, the value of the brand often lies
in the security of higher future earnings, but may also be assessed in terms of




votes for a politician, career for an executive, foreign direct investment
(FDI) for a country, etc.

In conclusion branding is blend of art and science that manages associations
between a brand and memories in the mind of the brand's audience. It
involves focusing resources on selected tangible and intangible attributes to
differentiate the brand in an attractive, meaningful and compelling way for
the targeted audience.



















LIMITATIONS
Consumer buying behavior is a psychological process that is important to
businesses and marketing professionals. Consumer buying behavior relates
to the identification of consistent stages of decision making used in every
purchase situation. The process begins with need recognition, followed by
information gathering, a purchase and finally, post-purchase evaluation.
Marketers rely on an understanding of buyer behavior to effectively position
products and services. However, consumer buying behavior does have
limitations.
Inconsistency
One of the biggest drawbacks of relying too heavily on consumer
buying behavior is that consumers rarely apply the same steps in the
same way for every product and service purchase. This makes it more
difficult for marketers trying to stimulate a need or to offer messages
that enhance the likelihood of a purchase for their brand. Thus, most
companies have to perform more research into their particular market
segments and how they approach their brand.
Limited Buyer Interest
Another primary limitation for marketers using the consumer buying
behavior model is that consumers sometimes are much less involved
in a purchase decision. For instance, someone buying laundry
detergent is generally less involved in the purchase than someone
buying a car or washer and dryer. Thus, the ability of marketers to
affect consumers by analyzing buyer behavior is limited. Consumers
that are less involved spend less time seeking or viewing information
about the purchase.
Social and Cultural Influences
Marketers spend significant time trying to interpret consumer buying
behavior related to their products, but they must also understand how
each given customer is influenced externally by social relationships
and culture. Selling barbecue to Americans for the Fourth of July is
fairly predictable. However, knowing how a given customer is
influenced by family, friends and their community for purchases of
appliances, food and household items is significantly more complex.




Applying Stimuli
In its "Buyer Behavior" overview, MMC Learning points out that
marketing tries to respond to consumer buying behavior by
communicating with stimuli expected to elicit the desired consumer
response. For instance, a fast food restaurant may promote its late
night drive through window to inspire a desire from the market for a
late night meal. Unfortunately, MMC Learning notes that buying
behavior involves a number of complicated psychological variables
related to consumer perception, motivation, learning, memory, attitude
and personality. Accurately predicting response to a given message
often demands significant marketing research and focus group studies.






1.6 CHARACTERISTICS OF A GOOD BRAND NAME

# Short, sweet and easily pronounced
The ideal name for customers to remember, and for you to use to cut through
the industry noise, is probably short and sweet and easily pronounced. This
means it will have two or three syllables (or even one), and it will work on
the phone or internet even if people have never seen or heard it before. If
they have to be told how to spell it once, that is OK (and may even help with
recall). But if they have to be told a second time, that is a problem.

# Unique with in its industry
Your name doesn't need to be weird or clunky, but it does need to not sound
like all the rest of your direct competitors. HotJobs.com, BAJobs.com,
Careers.com, CareerJunction.com, LocalJobs.com are all easily lost in the
crowd. But Monster.com stands out dramatically - even though it does not
describe what they do! In practice, it has become brand shorthand for job
searches, just like Starbucks has become shorthand for coffee.

# Legally available and defensive
Your lawyers think this should be item one of course. Regardless, what is the
point of starting any company or marketing campaign if you cannot have full
rights in the name? Your best defence is always a magic - which only can
be issued by the USPTO (or equivalent agency in other countries). If the
USPTO won't issue a registration certificate because they judge it to be
generic, then you have problem (2) above anyway. Common law trademark
searches are also critically important.






# Good alliteration, especially if a longer name
Sometimes a longer name does have a place in marketing. After all, the most
famous brand in the world, Coca Cola, is four syllables. But notice how
smoothly it rolls off the tongue. Linguists will tell you it has good
alliteration.
# Does not lend itself to abbreviations
If you have a long descriptive name, people will abbreviate it quickly. OK,
we know it worked for IBM, AT&T, CBS etc., but how many years and how
many branding dollars do you have? For a small company, this means you
quickly become YASI (Yet another Set of Initials) and drown in the initial
bit bucket. At least make sure the trademark part (brand part) of your trade
name is a name and not initials. E.g. Ford is the trademark for Ford Motor
Car Company. Leave FMCC etc. to the legal documents only. But who or
what are AMA, CCI, etc.?
# Flexible and expandable
Too many people try to describe their company rather than name it. Copy
land,
Copy data, Copy shop, Quick Copy all define what they do - and are barely
distinguishable from one another. But Kinkos stands out dramatically and
did not pigeonhole them into only copy services.
# Will not age quickly
Is your name hip and topical? If you are in the fashion trend business this
might be fine. But otherwise, be very careful of "in" words or expressions.
They will be superseded sooner or later. They may also not play well across
all demographics. Many markets have their own "industry-speak" and slang.
The worst of these are in "geekdom"! Names with classical roots tend to
endure more easily.






# Embraces company personality
Two competitors, entering the same market at the same time with directly
competing products, will pick different names because every company and
management team has its own personality. This means the executives must
be involved in the decision making process. Your agency can tell you if the
name fits, not if you are comfortable with it.

# Linguistically clean
What are the root origins of the name? How is it pronounced by a Spanish,
Italian, Japanese, Portuguese or French native speaker? What does it mean in
these languages? You need to support these languages just to do business in
North America nowadays, especially in the populous areas of California,
New York, Texas, Illinois, Florida and Canada.
# Fits within companys brand portfolio
The company name, division names and product names are all part of your
brand portfolio. Do these sounds like they all come from the same family?
While this is a specific problem with merged companies, everyone's naming
architecture needs to be properly managed to maximize your brand power
and intellectual property portfolio.











1.7 SOME FAMOUS BRANDS OF WATCHES

There are some big brands of wrist watches that are worth mentioning. They
are:
Titan, Maxima, Timex, Rado, TAG Heuer, Omega, Cartier, Rolex, Mont
Blanc, etc.


TITAN








Titan, a name that is synonymous with watches today. The company was
established in 1984 as a joint venture between the Tata Group and Tamil
Nadu Industrial Development Corporation. Titan was launched at a time
when cheap watches were flooding the Indian market. It has grown to
become the largest watch manufacturer in India and the sixth largest in the
world. The company manufactures more than nine million watches every
year, has a customer base of over 80 million, and accounts for 60 per cent of
India's organised watch market.
A Titan pretty much stands for reliability, durability and to a great extant
style. The brand is not focused on a single segment either. Titan has
launched its Titan Ultra Slim which is virtually invisible. With an incredibly
slim movement of 1.15 mm, the Titan Ultra Slim is the slimmest watch in
the universe, a mere 3.6 mm. and now Titan has launched its brand new
watch Octane.


















MAXIMA





Maxima was born in 1996 out of the vision to serve the economically weak
segments of the society. Until then, the vast majority of people had the
option of buying either an expensive wristwatch at above Rs 500 or be
fleeced by the smuggled or duplicate watches selling at throwaway prices
but with no assurances of quality or service. Maxima was the result of a
vision to serve this vast majority through a product that was accurate,
reliable, guaranteed for quality, backed by after sales service, a national
brand but more importantly honestly priced at Rs 350. The success of their
single point communication of "India's first guaranteed waterproof watch at
Rs 350" has created history of sorts in establishing high brand awareness and
recall amongst our target audience.




G-SHOCK




G-Shock is a brand of watches manufactured by Casio, known for its
resistance to shocks (e.g. hard knocks and strong vibrations). They are
designed primarily for sports, military and outdoor adventure oriented
activity; practically all G-Shocks have some kind of stopwatch feature,
countdown timer, light and water resistance.
This line of watches has expanded considerably since then and now includes
atomic clock synchronization and Tough Solar functionality in the latest
models. The Cockpit Series G-Shock is the official timekeeper of Nismo
Racing. Many newer G-Shocks feature metal (steel or titanium) banding and
ornate analogue timekeeping.
Twice a year (Spring/Summer and Fall/Winter collection) the basic models
are updated. New limited models are introduced more frequently through the
year. As with Swatch watches, G-Shocks have become collectors items.
Arguably, the most sought after line is the Frogman. Limited edition
Frogmans such as the Brazilian, Men in Yellow, Black Helios and Black
Spots are some of the most desirable Frogmans.




Casio also produces collaboration models, often with popular fashion brands,
like A Bathing Ape (Bape), Stussy,
[3]
Xlarge, KIKS TYO, Nano Universe,
Levi's, Lifted Research Group, as well as Coca Cola, Pulp68 Skateshop,
Lucky Strike and Marlboro.
G-Shock is popular with mountaineers, firemen, paramedics, police officers,
astronauts, film directors (Tony Scott was often pictured wearing a GW-
3000B, as is Ron Howard and Francis Ford Coppola) and soldiers. Ex-
Special Forces soldier Andy McNab mentions in several of his novels how
his fictional character Nick Stone relies on a G-Shock watch. According to
Mark Bowden's book Blackhawk Down, the DELTA Operators wore G-
Shock watches during the combat events of 3rd & 4th October 1993. Since
then, G-Shocks watches have become very popular with Special Forces
groups in both American and other NATO nation units, due to their being
"battle tested".
Both the Casio G-Shock DW-5600C and 5600E are Flight-Qualified for
NASA space travel.
[4]

In 2012, Casio released GB-6900, a Bluetooth-capable model of G-Shock.
As of June 2012, it was only available in Japan. Casio claimed the battery
life of 2 years on a single CR2032 battery.






TIMEX



The Timex Corporation is a privately owned company headquartered in
Middlebury, Connecticut, USA with affiliate offices located throughout
North America, South America, Europe, and Asia. For over 150 years,
Timex has been providing innovative, well-designed, affordable, and reliable
timepieces. With hundreds of styles among its Fashion, Sports, Outdoor and
Youth lines, Timex is the largest selling watch brand in America and has
sold more than one-billion watches worldwide. In addition to its flagship
Timex brand, the Timex Group also manufactures, markets and distributes
internationally several other owned / licensee brands like Guess, FCUK,
Opex Paris,
Nautica, Timberland, and the luxury major Versace.
Brand Timex is well-known in India for its sporty, techie and fashionable
watches.






RADO




Formed in 1917, Rado initially produced watch movements only. In 1957 the
company launched its first collection of watches under the Rado brand. In
1962 the Rado Diastar Original, the world's first scratch-proof watch, was
launched. It has been in production ever since. Rado differs from some of the
more traditional Swiss watchmakers in that it often uses unconventional
materials and designs. Rado watches vary in pricing according to model, age
and materials but generally a Rado will range from about US $400 to about
US $28,000 for a watch made from the more precious materials.








TAGHeuer




TAG Heuer watches are recognizable for its authentic style a unique
combination for performance, elegance and sportsmanship. Conventional
and avant grade materials are used with intelligence to create simple yet
distinctive lines of TAG Heuer watches. TAG Heuer watches are also known
for their firmly modern design.




The list can go endless. From spilt-second chronographs to moon phase
calendars, musical chimes to minute repeaters, ultra slim cases to stylish
power- reserve indicators, theres virtually no end to the complexities
watchmakers can crowd onto a dial.
The expensive watches are seen to be worn by prestigious people and
nowadays it is also found common in some rich and upper middle class
families. There can be an array to the list of expensive watches.

1.8 NEED OF THE STUDY
Branded watches as fashion accessory is still small portion, but is growing at
a tremendous pace. The project has been undertaken to study the consumer
buying behaviour towards Indian and Foreign branded watches and what all
factors do they consider while purchasing watches.















CHAPTER-2
OBJECTIVES OF THE STUDY

OBJECTIVES
2.1 DEFINITION: - Objectives are specific, measurable, short-term, and
observable. Objectives are not the sum of education, but pre-requisites, or
foundations, for the higher goal of conversancy with the field. Objectives
provide an organized pathway that will make it possible to meet the higher
goals. Objectives are usually specific statements (they are actually a
particular kind of goal) that contribute to the achievement of "bigger" goals.
In other words they are actually goals, but they are more specific. Another
term for objectives within a strategic planning framework is to call these
"enabling goals", since, if you hit all your objectives, they will contribute to
the achievement of the larger strategic goal(s), they enable.

2.2 OBJECTIVES OF THE STUDY

To study variety of watches available.
To study what utility does a watch offer.
To study the preference of consumer while purchasing a watch.
To study impact of additional benefits offered on decision to purchase.
To study factors motivating a consumer to buy.
To study the satisfaction level in the consumer regarding the watch they are
using.
To study brand loyalty.





CHAPTER-3
RESEARCH METHODOLOGY

3.1 DEFINITION: - The research methodology explains the methods
followed in carrying out the research, methods of collecting information,
population, research instruments used as well as the limitations of the present
study. It is the way of systematically solve the research problem. The main
process of research methodology is given below:

3.2 NATURE OF RESEARCH / RESEARCH DESIGN
A research design specifies the methods & procedures for conducting a
particular study. This is an Exploratory Research.

3.3 DATA COLLECTION
The data to be collected is the composition of the primary data and
secondary data. Primary data is collected through structured questionnaire in
Ludhiana. Secondary data is collected from various, journals, reports,
magazines, and websites.
3.4 POPULATION / UNIVERSE

Keeping in view the time and resources constraints the population was
restricted in following areas:
All the adults who are residents of Ludhiana with age group 15-30 years





3.5 SAMPLING PLAN
Sample unit an adult who is a resident of Ludhiana.
Sample size consisted of 50 respondents.
Sample technique convenience sampling is used to collect the sample.

3.6 STATISTICAL TOOLS
Data Analysis & Interpretation Classification & tabulation transforms
the raw data collected through questionnaire in to useful information by
organizing and compiling the bits of data contained in each questionnaire
i.e., observation and responses are converted in to understandable and
orderly statistics are used to organise and analyse the data:
Simple tabulation of data using tally marks.
Calculating the percentage of the responses.
Formula used = (name of responses / total responses) * 50
Graphical analysis by means of pie charts, bar graphs etc.

3.7 LIMITATIONS OF THE STUDY
The size of sample is restricted to 50 respondents only.
The results of the study are based upon the survey of the people living in
Ludhiana.
A general limitation of study relates to inadequacy and incompleteness of
secondary data about the wrist watch market.Some of the respondents were
not willing to give information, so some of the data may be biased.





CHAPTER-4
DATA ANALYSIS & INTRPRETATION

Q1. Which type of wrist watch do you like to wear?

TYPES NO.OF
RESPONDENTS
PERCENTAGE
SPORTS WATCH 10 20
DIGITAL WATCH 3 6
SINGLE WATCH 9 18
CHAIN WATCH 16 32
BRACELET WATCH 8 16
OTHERS 4 8
TOTAL 50 100







Fig1.Preferance for various types of watches

Analysis: Out of 50 respondents 20% prefer Sports watch, 6% prefer
Digital watches,6%prefer single strap, 16% prefer Bracelet watch and
32% prefer Chain watch whereas 8% prefer other watches.
Interpretation: Most of the respondents prefer chain watch to wear.

20%
6%
18%
32%
16%
8%
Sports watch Digital watch Single strap
Chain watch Bracelet watch Others




Q2. You prefer your watch as?

S.no. Preferance No. of respondents Percentage
(a) A necessity 27 54%
(b) An Accessory 23 46%
(c) Any other 0 0%



Fig2.Preferance of customer
Analysis: Out of 50 respondents, 54% prefer watch as a necessity and
46% prefer watch as an accessory.
Interpretation: Most of the respondents prefer watch as a necessity.




Q.3. Do you prefer a cell phone over your watch for referring to time?

S.No. Options No.of respondents Percentage
(a) Yes 21 42%
(b) No 29 58%
Fig3.Preferance for having cellphone over the watch


Analysis: Out of 50 respondents, 42% prefer cell phone over their watch
and 58% don't prefer the same.
Interpretation: Most of the respondents prefer watch for referring time.



42%
58%
Yes
No




Q.4. What features do you consider while purchasing a watch?
S.No.

Features

No. of respondents

Percentage

(a) Quality 13 26%
(b) Brand Image 9 18%
(c) Price 6 12%
(d) Style 17 34%
(e) Design 5 10%

Fig 4.Features while buying watches
0%
5%
10%
15%
20%
25%
30%
35%
Quality Brand Image Price Style Design
25%
19%
12%
34%
10%




Analysis:Out of 50 respondents, 25% considered quality as a first
preference 19% prefer brand image, 12% prefer price, 34% prefer style
and 10% prefer Design.
Interpretation: Most of the respondents consider style while purchasing
a watch.

Q.5. Does warranty impact your purchase decision of a watch?
S.No. Purchase
decision
No. of respondents Percentage
(a) Priority with me 11 22%
(b) Often 19 38%
(c) Rarely 8 16%
(d) Does not affect 12 24%









Analysis: Out of 50 respondents, 22% prefer priority with me, 16%
prefer rarely, 38% prefer often and 24% does not affect.
Interpretation: There are very often respondents for whom warranty
matters during purchase decision of a watch.
22%
38%
16%
24%
Priority with me
Often
Rarely
Does not affect




Q.6. Which brand of watch you are currently using?

s.no. Brands No .of
respondents
Percentage
(a) Titan 12 44%
(b) Timex 8 16%
(c) Tag heuer 6 12%
(d) Fast Track 8 16%
(e) Others 6 12%









Fig 6.Brand preferance
Analysis: Out of 50 respondents, 44% prefer titan, 16% prefer timex,
13% prefer tag huer, 15% prefer fast track and 12% prefer others
watches.
Interpretation: Most of the respondents are currently using titan brand.
44%
16%
13%
15%
12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Titan Timex Tag heuer Fast
Track
Others




Q.7. Do the following offers impact your purchase?

S.No. Offers No. of respondents Percentage
(a) Discount 19 38%
(b) Buy one get one
free
9 18%
(c) Free gift 11 22%
(d) Scratch card 6 12%
(e) Any other 5 10%







Fig7.Various offers effecting the buying decision.

Analysis: Out of 50 respondents, 38% are those for whom discount
impact their purchase, 19% are those who prefer buy one get one free
offer, 22% prefer free gift, 11% prefer scratch cards and 10% are those
prefer other offers.
Interpretation: Most of the respondents are those for whom discount
offers impact their purchase.



38%
19%
22%
11%
10%
Discount Buy one get one free Free gift
Scratch card Any other




Q.8. Does the publicity of watches affect your buying decision?
S.No. Preferance

No. of respondents

Percentage

(a) Yes 32 65%
(b) No 18 35%
(c) Any other 0 0%



Fig 8.Publicity effectiveness
Analysis: Out of 50 respondents 65% are those for whom publicity of
watches affect their buying decision and 35% are those for whom
publicity doesn't affect.
65%
35%
0%
Yes No Any other




Interpretation: Most of the respondents are those for whom publicity of
watches affect their buying decision.
Q.9. What motivated you to make your purchase?
S.No. Buying factors No.of
respondents
Percentage
(a) Sell Decision 18 56%
(b) Friends/ Family 10 20%
(c) Hoardings/ Banners 1 2%
(d) Electronic Media 6 12%
(e) Newspaper/Magazines 5 10%
(f) Any other 0 0%

Fig9.Motivational factors affecting purchase
Analysis: Out of 50 respondents, 55% are those for whom self decision
motivate them for their purchase, 20% are for Friends and Family, 2%
are for hoardings and banners, 12% are for electronic media, 10% are
55%
20%
2%
12%
10%
1%
0%
10%
20%
30%
40%
50%
60%
Sell Decision Friends/
Family
Hoardings/
Banners
Electronic
Media
Newspaper/
Magazines
Any other




for newspaper and magazines and 1% are for other factors.
Interpretation: Most of the respondents are those for whom self
decision motivate them for their purchase.
Q.10. Are you satisfied with the brand you are using?

S.No.

Preferance No. of
respondents
Percentage

(a) Yes 48 96%
(b) No 2 4%


Fig10.Satisfaction level of the customers

Analysis: Out of 50 respondents, 96% are satisfied with the brand they
are using and 4% are not satisfied for the same.
Interpretation: Most of the respondents are satisfied with the brand
they are using.
96%
4%
Yes No




Q.11. If no, then what more is needed to make your watch suitable
according to you?

S.No. Features No.of
respondents
Percentage
(a) Add more features 14 28%
(b) Change design 6 12%
(c) Change price 8 16%
(d) More Distribution
outlets

7
14%
(e) More
advertisements
6 12%
(f) Any other 9 18%








Fig11.Features affecting purchase

Analysis: Out of 50 respondents, 28% want to add more features, 12%
want to change design, 15% to change price, 15% want more
distribution outlet, 12% want more advertisements and 18% need other
features to make their watch suitable.
Interpretation: Most of the respondents want to add more features to
make their watch suitable.
28%
12%
15% 15%
12%
18%
0%
5%
10%
15%
20%
25%
30%
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Q.12. If no, then what more is needed to make your watch suitable
according to you?
S.No. Features No. of
respondents
Percentage
(a) Temperature 7 14%
(b) Alarm 11 22%
(c) Stop watch 14 28%
(d) Day, month and date 5 10%
(e) Direction 4 8%
(f) Any other 4 7%






Fig12.Addition of more features

Analysis: Out of 50 respondents, 8% want direction, 14% want
temperature, 22% want alarm, 28% want stop watch, 11% want day
month and date and 7% who want other features.
Interpretation: Most of the respondents want stop watch to make their
watch suitable for them



14%
22%
28%
11%
8%
7%
Temperature Alarm Stop watch
Day, month and date Direction Any other




Q.13. How often do you switch brand?

S.No. Period No. of
respondents
Percentage
(a) Monthly 25 50%
(b) Half yearly 14 28%
(c) Yearly 8 16%
(d) Longer than
year
3 6%






Fig13.Switching to the same brand

Analysis: Out of 50 respondents, 50% switch monthly, 28% switch half
yearly, 16% yearly and 6% switch to their brand longer than year.
Interpretation: Most of the respondents switch their brand monthly.
50%
28%
16%
6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Monthly Half yearly Yearly Longer than
year




Q.14. If you given a chance to change your brand, you would go for?




S.no. Brands No. of respondents Percentage
(a) Swatch 12 24%
(b) Rolex 3 6%
(c) Rado 6 12%
(d) Timex 8 16%
(e) Any Other 21 42%





Fig14. Different brands of watches

Analysis: Out of 50 respondents, 24% prefer Swatch, 6% prefer Rolex,
12% prefer Rado, 16% prefer Timex and 42% prefer other brands.
Interpretation: Most of the respondents prefer any other brand.








CHAPTER-5
RESULTS AND FINDINGS
Most of the respondents prefer chain watch to wear.
Most of the respondents prefer watch as a necessity.
Most of the respondents prefer watch for referring time.
Most of the respondents consider style while purchasing a watch.
There are very often respondents for whom warranty matters during
purchase decision of a watch.
Most of the respondents are currently using titan brand.
Most of the respondents are those for whom discount offers impact
their purchase.
Most of the respondents are those for whom publicity of watches
affect their buying decision.
Most of the respondents are those for whom self decision motivate
them for their purchase.
Most of the respondents are satisfied with the brand they are using.
Most of the respondents want to add more features to make their
watch suitable.
Most of the respondents want stop watch to make their watch suitable
for them.








CHAPTER-6
SUGGESTIONS & RECOMMENDATIONS

It is suggested that most brands should make chain watches as most
respondents like to wear.
It is suggested that most of the emphasis should be on the style of the
watch while making it.
It is suggested that the companies should give good warranty with the
watches.
Titan is a brand which most of the respondents are currently using,so
it is suggested for the same to give new styles and good services.
By the passing time,the companies should give discounts so that
customers should get attracted to the same brand.
It is suggested that the companies should do good publicities so that
the customers should stick to their choices as publicity affects their
buying decision.
It is suggested that more features should be added to the watches as
respondents require this.










CHAPTER-7
BIBLIOGRAPHY


Websites:-
http://en.wikipedia.org/wiki/Brand
http://en.wikipedia.org/wiki/Rado_(watch)
http://en.wikipedia.org/wiki/TAG_Heuer
http://www.galawatches.com/Rado
Magazines
Cosmopolitan, 12 Jan,2013
g shock watches
Books
Research methodology by C.R Kothari










CHAPTER-8
APPENDIX
Questionnaire
Dear Respondent ,
I SAJAL GOYAL , student of BBA conducting a survey regarding
Consumer Preference on Branded Watches . Please help me In filling
the questionnaire.
Name : _________________________________
Age : _________________________________
Gender : Male
Female
Occupation : Self employed
Businessman
Housewife
Student
Other
Income : 1 Lac
2 Lac
or above
Q1 . Which type of wrist watch do u like to wear?
Digital Watch
Strap watch
Chain watch
Bracelet watch.
Any other




Q2. You prefer your watch as?
A Necessity
An Accessory
Any other.
Q3 . Do you prefer a cell phone over your watch for referring to time?
Yes
No
Q4 . What features do you consider while purchasing a watch?
Rank in order of preference
Quality
Brand Image
Price
Brand
Warranty
Q5. Does warranty impact your purchase decision of a watch ?
Priority with me
Often
Rarely
Does not affect
Q6. Which brand of watch you are currently using?
Titan
Timex
Tag heuer
Fast Track




Others
Q7. Do the following offers impact your purchase?
Rank in order of preference
Discount
Buy one get one fre
Free gift
Scratch card
Any other
Q8 . Does the publicity of watches affect your buying decision?

Yes
No
Any other
Q9. What motivated you to make your purchase?
Self Decision
Friends / Family
Hoardings / Banners
Electronic Media
Newspaper / Magazines
Any other
Q10. Are you satisfied with the brand you are using?
Yes
No






Q11. If no, then what more is needed to make your watch suitable
according to you?

Add more features
change design
change price
More distribution outlets
More advertisement
Any other
Q12. What additional feature will you like to go for?
Temperature
Alarm
Stop watch
Day , month and date.
Direction
Any other
13. How often do you switch brand?
Monthly
Half yearly
Yearly
Longer than year
Q14. If given a chance to change your watch, you would go for?
Swatch
Rolex




Rado
Timex
Other

Q15. How would you rate your watch on
the basis of following features?

Sr. Very
unsatisfied

unsatisfied neutral satisfied Very
satisfied
Colour
Warranty
Quality
Price
Design







Under The Guidance of: Prof. Rajinder Bhandari


ARYA COLLEGE, LUDHIANA


A
PROJECT REPORT
ON

CONSUMER BUYING BEHAVIOR TOWARDS INDIAN AND
FOREIGN BRANDS




Submitted in the partial fulfillment of the requirement for the award of
degree of Bachelor of Business Administration,
Panjab University,Chandigarh.
( 2012 -2013 )







Submitted By:
Name- Sajal Goyal
Roll Number-2460
Uni. Reg. No.-14110000273






DECLARATION

I declare that the project entitled Consumer Buying
Behaviour towards Indian and Foreign Branded Watches is a
record of independent research work carried out by me under
the supervision and guidance of prof. Rajinder bhandari.This
has not been previously submitted for the award of any other
diploma,degree or other similar title.






Name :Sajal Goyal
Rollno:2460





CERTIFICATE

Certified that the project report entitled Consumer Buying Behaviour
towards Indian and Foreign Branded Watches submitted to the
Panjab University,Chandigarh for the award of degree of bachelor of
business administration is a record of independent research work
carried out by SAJAL GOYAL,under my supervision and
guidance.This has not been previously submitted for the award of any
diploma,degree or other similar title.







(Prof.Rajinder Bhandari)




To Study the Consumer Buying Behaviour towards
Indian and Foreign Branded Watches










TABLE OF CONTENTS

ch.No. Title Page No.
1.1 INTRODUCTION- DEFINATION OF WATCH 1
1.2 HISTORY OF WATCH 2-30
1.3 DEFINATION OF BRANDS 31
1.4 EMERGENCE OF BRANDS 32-34
1.5 LIMITATIONS 35-36
1.4 CHARACTERISTICS OF A GOOD BRAND NAME 37-39
1.5 SOME FAMOUS BRANDS OF WATCHES 40-47
1.6 NEED OF THE STUDY 48
2 OBJECTIVE OF THE STUDY 49
3 RESEARCH METHODOLOGY 50-51
4 DATA ANALYSIS & INTERPRETATION 52-73
5 RESULTS AND FINDINGS 74
6 SUGGESTIONS & RECOMMENDATIONS 75
7 BIBLIOGRAPHY 76
8 APPENDIX (QUESTIONNAIRE) 77-81