1. CONSUMER
BUYING
BEHAVIOUR
OF WRIST
WATCHES
Presented by-
Ankita Srivastava
Sushmita
Jayaswal
Shalini Kumari
Nissi Kumari
Pinky Kumari
Rajan Dasgupta

2. About WRIST WATCH market in
India..
o Watches are no longer just time-keeping devices.
o Going beyond its generic role, wrist watches now
focuses on performing a voguish role as a fashion
accessory that helps in making a self-expressive
style statement.
oFrom being a “Need”, wrist watch has turned to
became a “Demand”.
oThe Indian watch market has matured over the
years and has seen a paradigm shift, keeping
abreast with international trends.
oDifferent brands with different technology, design
and innovations have entered into the market.
o Indian consumers have evolved considerably with
time and their aspirations are now global.

3. CONSUMER PREFERENCES
FOR WRIST WATCHES
o There is a lot of personal preference with a watch.
o Consumers reach their final purchase choice, not on a
single attribute but on multi-attribute.
o It is important for companies to determine the most
favourable features for their product that can optimize the
level of satisfaction.

4. OBJECTIVE OF STUDY
Analysing the market
leader in wrist
watches, studying how its
4 P's
(Product, Price, Place &
Promotion) influences the
consumer behaviour in

5. CONSUMER BEHAVIOUR
Buying Behaviour is the decision processes
and acts of people involved in buying and
using products.
There are five stages of consumer purchase
behaviour :
• Problem/Need Recognition
• Information search.
• Evaluation of purchases.
• Purchase decision.
• Post purchase behaviour.

6. FACTORS INFLUENCING CONSUMER BUYING
PROCESS
• Culture • Reference • Age & Life- • Motivation
PSYCHOLOGICAL
CULTURAL
PERSONAL
SOCIAL
Groups Cycle Stage
• Sub- • Perception
Culture • Family • Occupation &
Economic • Learning
• Social • Roles & Situation
Class Status • Belief &
• Lifestyle Attitude
• Personality &
Self-Concept

7. RANCHI & THE WRIST WATCH
MARKET SURVEY
The study was carried out using the survey
approach. A self-administered questionnaire was
developed and utilized to elicit data from the
sample respondents.
The gross sample size of the survey is 80 people.
The study was conducted in and around
B.I.T.,Mesra (Ranchi).

8. WRIST WATCHES BRANDS IN
INDIA

9. QUESTIONNAIRE CIRCULATED
IN RANCHI (in and around B.I.T.,Mesra)
(opinion survey)
NAME:________________________________________________________ GENDER:______________
AGE: ⃝ Below 18 ⃝ 19-25 ⃝ 26-35 ⃝ 36-50 ⃝ Above 50
Occupation: ⃝ Private ⃝ Buisness ⃝ Govt. Service ⃝ Student ⃝ Housewife ⃝ Retired
Question: Do you use a wrist watch? Which brand(s) If more than one?
Question: Are you satisfied with your wrist watch? ⃝ Yes ⃝ No
Question: Rate the factors,according to your preference that you considered while
making the purchase. Question: WhoWhat influenced your buying behaviour?
5.Very Important 4.Imporant 3.Neutral 2.Less Important 1.Least Important 4.Highly 3.Modertly 2.Slightly 1.Negligible
1.Self ⃝
1.Price 2.Family ⃝
2.Appearance 3.Friends ⃝
3.Water Resistivity 4.Advertisement ⃝
4.Durability 5.Celebrity Endorsement ⃝
5.Brand Image
6.Long Warranty Period
Question: When did you make the last purchase of a wrist watch?
Question: What is the price range of your wrist watch? 1.Within last year ⃝
1.Less than RS1000 ⃝ 2.Between last 2 to 5 years ⃝
2.Between Rs1000 & Rs5000 ⃝ 3.Before last 5 years ⃝
3.More than Rs5000 ⃝
Question: What is your reason for buying a new wrist watch? Question: If given a chance to swich your wrist watch brand, you have a likelihood to
1.Requirement ⃝ go for which brand?
2.Style statement ⃝ 1.Titan ⃝
3.Better model in market ⃝ 2.Timex ⃝
4.Gifting 3.Rolex ⃝
4.Rado ⃝
5.Gucci ⃝
Question: Where did you buy your wrist watch from? 6.Casio ⃝
1.Company Showroom ⃝ 7.Fossil ⃝
2.Retail Shop ⃝ 8.Others ⃝
3.Online ⃝

10. SUMMARY OF THE
QUESTIONNAIRE
INFERENC
• As per age Below
ES As per gender
22% 5% 18
37%
46% 19-25
Buying &
usage of wrist Male
watch is more
26-35
prominent in Femal
20% 36-50 e
7%
•male 63%
customers.
•age group of
As per occupation
19-25 years. 12% Working
37%
•students &
proffesionals. 5% Student
Housewi
46% fe

11. FACTORS CONSIDERED BY DIFFERENT AGE
GROUPS WHILE BUYING A WRIST WATCH
Above 50
36-50
Brand Image
26-35 Warranty Period
Asethetic Appeal
19-25 Price
Below 18
0 1 2 3 4 5
Priority level

12. FACTORS CONSIDERED BY DIFFERENT
OCCUPATION GROUPS WHILE BUYING A
WRIST WATCH
Retired
Housewife
Brand Image
Warranty Period
Asethetic Appeal
Student
Price
Working
0 1 2 3 4 5
Priority level

13. INFLUENCE OF PRICE ON THE MODE OF
PAYMENT
13%
ONLINE 29% Less than Rs1000
PAYMENT Rs1000-5000
58%
Above Rs5000
*Online payment covers just 11%
of the total purchase.

14. REASON FOR BUYING A WRIST WATCH
(AS PER AGE)
Gifting
Better Model Available Above 50
36-50
26-35
Style Statement 19-25
Below 18
Requirement
0 1 2 3 4 5

15. REASON FOR BUYING A WRIST WATCH
(AS PER OCCUPATION)
Gifting
Better Model Available Retired
Housewife
Student
Style Statement Working
Requirement
0 1 2 3 4 5

16. WHAT/WHO INFLUENCES THE BUYING
BEHAVIOR?
INFERENCE
Celebrity Endrosement
• The buying
decision is
primarily affected Advertisement
by friends.
• Family & the Friends
celebrity involved
in advertisement Family
is also an
important
influencer. Self
0 1 2 3 4
Priority level

17. FREQUENCY OF PURCHASE
Duration of last purchase
14%
Within last year
54%
32% 1-2years
2years and above

18. MOST PREFFERED WRIST WATCH BRAND
Others
Fossil
Casio
Gucci
Rado
Rolex
Timex
Titan
0 2 4 6 8 10

19. CONCLUSIONS (drawn from the
survey)
 Male watch buyers far outnumber females. Students are
the largest segment of buyers.
 The most important attributes influencing purchase of
watches were its aesthetic appeal, brand (Indian), price
category (Rs.1,000-5,000), outlet (company
showroom), purchase need, mode of payment (cash
payment) and warranty (1-2 years).
 Findings indicate that friends, celebrities associated with
the product effect the self decision and new watch
introduction have little impact.
 Consumers have no preference for internet shopping for
watches priced above Rs. 5,000.

20. MOST PREFFERED WRIST WATCH IN
RANCHI..
TITAN
The brand Titan is committed to offering
its consumers watches that represent
the compass of their imagination.
•world−class design product and constantly
inventing new trends in wrist watches.
available in different price
•
segments, namely as low priced (under
brand “Sonata”), medium priced(as
“Fastrack”)and high priced watches (as
“Nebula”).
• effective philosophies “Be More”, “Less is
More” and applauded celebrity endorsement.
• 247 exclusive showrooms, backed by 700
after−sales−service centres.

21. THANK
YOU..