Market Analysis of Wrist Watches

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A MARKET STUDY ON WRIST WATCHES AMONG CUSTOMERS WITH REFERENCE TO TITAN WATCHES By THOMACHAN BABU (Reg. No. 35103315) A PROJECT REPORT Submitted to the Department of MASTER OF BUSINESS ADMINISTRATION in the FACULTY OF ENGINEERING & TECHNOLOGY in partial fulfillment of the requirement for the award of the degree of MASTER OF BUSINESS ADMINISTRATION IN SCHOOL OF MANAGEMENT S.R.M. ENGINEERING COLLEGE S.R.M. INSTITUTE OF SCIENCE AND TECHNOLOGY (DEEMED UNIVERSITY) MAY 2005

BONAFIED CERTIFICATE Certified that this project report titled “A MARKET STUDY ON WRIST WATCHES AMONG CUSTOMERS WITH REFERENCE TO TIAN WATCHES” is the bonafide work of THOMACHAN BAU (Reg. No. 35103315) who carried out the research under my supervision. Cerfified furher, that to the best of my knowledge the work report herein does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

Signature of Internal Guide

Signature of HOD

M.U. Subrahmanian

Dr. Jayashree Suresh

Signature of External Guide:

Name of External Guide:

ACKNOWLEDGEMENT

I wish to express my profound gratitude to Mr. B. Santhosh Jayakrishnan, Area Sales Manager of Titan Watches, Ernakulam, for allowing me to conduct this study in his esteemed organization and for his timely and valuable assistance during the period of my study. I gratefully acknowledge the help and guidance rendered by Mrs. Jayasree Suresh (Deen) (HOD) MBA, Dept. SRM School of Management Studies, Chennai. I am indebted to Mr. M.U. Subrahmanian, MBA faculty guide for his profound interest, guidance and encouragement in conducting this study. I sincerely acknowledge the help extended by my internal guide Mr. Sony Santy for his valuable help and guidance in the beginning of the project. My sincere thanks also due to the respondents of the survey who have co-operated in the study by providing valuable information. I would like to thank all those who have extended their valuable time and cooperation directly or indirectly to enable me to submit this project report in time. Above all I am grateful to God Almighty for his consideration and help given to me.

CONTENTS Ch. No. 1 Acknowledgement List of Tables Declaration Executive Summary 1. Introduction of the study 1.1 Industry Profile 1.2. Objectives 1.3. Scope of the study 1.4. Limitations 2. 3. 4. 5. 6. 7. 8. 9. 10 Research Methodology Review of Literature Company Profile Analysis and Interpretation Findings of the Study Suggestions Conclusion Bibliograpy Appendix 1 2 3 4 5 6 10 32 35 48 51 53 54 55 Title Page No.

LIST OF TABLES Sl. No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Age of the respondents Education of the respondents Mothly income of the respondents Chi-Square Table No. of watches owned by the respondents Familiar brands of watches Currently using brand of watches Type of material used by the Respondents Occasion of buying Watches Factors Influencing Purchase Title Page No. 36 38 39 40 41 42 43 44 46 47

DECLARATION

I THOMACHAN BABU, here by declare that this project report titled “Market Survey of Wrist Watches” is an orginal work of mine and I completed my work under the guidence of Mr. P. Subramanyam, faculty member SRM School of Management Studies, SRM Deemed University, Chennai. The impirical findings in this report are based on the data collected by myself and it has not formed on the basis of any other report.

Executive Summary The study was done for Titan Watches, Ernakulam. Today Titan is the market leader of watch industry in India. The project was undertaken to study the market analysis of Titan Watches and it’s co brand Sonata, in the Kottayam district of Kerala through customer survey. It includes market share analysis of a Titan Watches, and brand

awareness and brand preference. A dealer survey was also conducted for studying the competition in watch market. For the study of above topic a sample survey has been...
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