Consumer Behaviour Group

8/4/2019 Consumer Behaviour Group

http://slidepdf.com/reader/full/consumer-behaviour-group 1/20

Project Report

On

Study of Customer Perception towards Branded Sports Watches-A Special

Reference to Gurgaon City

Submitted To: - Submitted By: -

Mrs. Deepti Wadera Ashish Shukla

bhishek Singh

Deepika

Himanshu Kanaujia

Isha Jain

Rohit Singh

Yuvraj

Utkarsh Mishra



ACKNOWLEDGEMENT

First and foremost, we would express our whole hearted thanks to our college IILM, Institute

for Higher Education, Gurgaon, which gave us the chance to study in such an enlightened

institute, which is a center of excellence.

Then, we would thank Mrs. Deepti Wadera that she gave a golden opportunity to work on thisproject under their aegis so that to get a real exposure of consumer behavior.

We would like to express our immense gratitude to all our respondents for giving us their

precious time out of their busy schedule.

And finally, it is all about our friends and batch mates with whom we have discussed everything,and without whom the project would have remained another unaccomplished dream.

Ashish Shukla

Abhishek Singh

Deepika

Himanshu Kanaujia

Isha Jain

Rohit Singh

Yuvraj

Utkarsh Mishra



CONTENTS

ContentsACKNOWLEDGEMENT ........................................................................................................................ 2

CONTENTS .............................................................................................................................................. 3

OBJECTIVE OF THE STUDY ................................................................................................................ 4

LIMITATIONS OF THE STUDY ............................................................................................................ 4

APPROACH TO THE PROBLEM .......................................................................................................... 4

RESEARCH DESIGN .............................................................................................................................. 5

SOURCE OF DATA ................................................................................................................................. 6

INTRODUCTION .................................................................................................................................... 7

STP ............................................................................................................................................................ 7

FINDINGS ................................................................................................................................................ 8

ANALYSIS ............................................................................................................................................... 9

RECOMMENDATION .......................................................................................................................... 20

REFERENCES ....................................................................................................................................... 20



OBJECTIVE OF THE STUDY

To analyze the individual behavior towards sports watches

To understand the consumer’s perception against the sports watches

To identify the factor which influences on consumer decision

Study is aimed at understanding how the variables practically works

LIMITATIONS OF THE STUDY

Time limit is the major constraint

Difficult to find the respondents who filled the questionnaire Personal biasness towards a particular brand

APPROACH TO THE PROBLEM

The research will be done with the help of analytical models, research questions, and the

specification of the information necessary. The attributes which will be foundation for this

research are:

Price -

Reliability -

Sporty -

Quality -

Stylishness -

Comfortability -

The research will be in multiple phases.

Phase I - Descriptive

First we plan to explore the consumers.

1. Visual Observational techniques.

2. Interviews with the individuals who wear sports watches to:

a. Understand their perception towards their brand

b. Check the critical factor for their purchase



c. Understand their income.

3. Collection of primary data in terms of questionnaires.

Phase II - Initial Conclusive research - descriptive in nature

1. Review the data collected in Phase 1

2. Define the problem in a more accurate manner

3. Conduct surveys in through - using questionnaires, interviews, visual observation etc.

Phase III

1. Analyze the findings

2. Consult with the group members for the analysis

Review the research questions to find out if the results satisfactorily answer the research

questions posed earlier.

RESEARCH DESIGN

The research design consists of questionnaires, differentiating the categories, pie charts and

analysis.

Product - Sports watches

Companies - Reebok, Adidas, Puma and Fastrack

Target Group - Gurgaon City

Sample Size - 24

Sampling Method - Judgmental sampling(non-probability sampling)

Primary Data - Questionnaire

Methods of data collation - Convenient

Methods of data analysis - SPSS



SOURCE OF DATA

Primary data Secondary data

PRIMARY DATA: - Primary data is collected on the basis of our observation. On the basis of

interviewing the respondents we get the answers of our questionnaires, we prepared.

SECONDARY DATA: - This data is collected through the secondary sources – companies’

website, news, through regular users of the product etc.



INTRODUCTION

Thousands of years before, some mechanics were invented which keep the track of time.

People are addressed to see the time on their watches. With the basic features people were

satisfied with their usage. The various devices were invented by time Minute Hand, Pendulum,Wrist Watch, Quartz, Alarm Clocks etc.

Nowadays trend has been changed watches came up with multi-functioning, Like sports

watches they are with the following features:

Sports watches can measure speed and distance using pedometers, foot pods and GPS

tracking devices

Most advanced running sports watches provide a heart rate monitor device

A countdown timer features

Session and lap storage Clear display of the running stop watch

STP

Segmentation- according to our research the segmentation variables which most of the sportswatch companies are focusing are:

1- Demographic variable- they used demographic variable like age, gender etc. for e.g.male user are more than the female users.

2- Behavioral variable- they are using behavioral variable also like usage rate for e.g. How

many people wear the sports watch daily, how many in once a week and so on?

3- Psychographic variable- they are using psychographic variable also like on the basis of

life style for example a life style of student will be different from a life style of executive.

Targeting- There main target consumer are generation y, and the people with age group of 15-

35.

Positioning- all the sports watch companies are trying to portrait their self as a sporty and

fashionable accessories, because every respondent were associating those brands with some

sports person or with actor or model.



FINDINGS

1- Fastrack came as the most preferred brand in that 25 respondent.

2- Quality and reliability are the most affecting factor in purchasing of sports watches.

3- Usage rate is also high, like most of the respondent are using daily, and most of them are

student.

4- Nowaday’s people do not affected by the endorser but they consider other factor asthere parameter in purchasing of sports watches.

4- Price does not play an important role in sports watch selection.

5- Internet is the major source of information for the today’s generation, and then TV is also

a big source of information.

6- Most of the respondent said that they decide their self that which brand they should buy,

it means for the sports watches people does not affected by any peer group influence.

7- There is a strong relationship between age and sports watch selection. The age group of

21-26 is more inclined towards sports watch.



ANALYSIS

BFR

Frequency Percent Valid Percent

Cumulative

Percent

Valid MF 2 8.0 8.0 8.0

NMF 11 44.0 44.0 52.0

TMF 6 24.0 24.0 76.0

LF 6 24.0 24.0 100.0

Total 25 100.0 100.0

Brand preference of Reebok – out of 25 respondent 8% considered Reebok as their most preferred brand

and 76 considered it as a third most preferred brand.

BRAND PREFERENCE OF ADDIDAS


Cumulative

Percent

Valid MF 1 4.0 4.0 4.0

NMF 6 24.0 24.0 28.0

TMF 12 48.0 48.0 76.0

LF 6 24.0 24.0 100.0

Total 25 100.0 100.0



Brand preference of Adidas – out 25 respondent 4% considered it as a most preferred brand, and

48% considered it as a third most preferred brand.


Cumulative

Percent

Valid MF 5 20.0 20.0 20.0

NMF 5 20.0 20.0 40.0

TMF 4 16.0 16.0 56.0

LF 11 44.0 44.0 100.0

Total 25 100.0 100.0

Brand preference of puma- out of 25 respondent 20% considered it as a most preferred brand and

44 considered it as least preferred brand.



BRAND PREFERENCE OF FASTRACK


Cumulative

Percent

Valid MF 17 68.0 68.0 68.0

NMF 3 12.0 12.0 80.0

TMF 3 12.0 12.0 92.0

LF 2 8.0 8.0 100.0

Total 25 100.0 100.0

Brand preference of Fastrack- out of 25 respondent 68% people considered it as a most preferred,

which is highest, and 8% considered it as least preferred it, which is least out of all the brands.




Cumulative

Percent

Valid SA 13 52.0 52.0 52.0

A 9 36.0 36.0 88.0

N 2 8.0 8.0 96.0

D 1 4.0 4.0 100.0

Total 25 100.0 100.0

Effect of reliability- there are 52% of people who are strongly agree with the reliability, it means

reliability has an important role in the selection of sports watch.



EFFECT OF SPORTY


Cumulative

Percent

Valid SA 10 40.0 40.0 40.0

A 12 48.0 48.0 88.0

N 2 8.0 8.0 96.0

D 1 4.0 4.0 100.0

Total 25 100.0 100.0

Effect of sporty- there are 40% people who are strongly agree and 48% people who are agree with the

sportiness, it means it has big impact on the purchasing of sports watch.



EFFECT OF QUALITY


Cumulative

Percent

Valid SA 18 72.0 72.0 72.0

A 6 24.0 24.0 96.0

N 1 4.0 4.0 100.0

Total 25 100.0 100.0

Effect of quality- there are 72% people out of 25 who are strongly agree with the quality, it means quality

is the major affecting factor in sport watch selection.

EFFECT OF STYLISHNESS


Cumulative

Percent

Valid SA 14 56.0 56.0 56.0

A 7 28.0 28.0 84.0

N 4 16.0 16.0 100.0

Total 25 100.0 100.0

Effect of stylishness- there are 56% people who are strongly agree that stylishness is the major factor in

sport watch selection.



EFFECT OF COMFORTABILTY

Frequency Percent Valid PercentCumulative

Percent

Valid SA 14 56.0 56.0 56.0

A 7 28.0 28.0 84.0

N 4 16.0 16.0 100.0

Total 25 100.0 100.0

Effect of comfortabiltiy- there are 56% people who are strongly agree that comfort ability is the major

factor in sport watch selection.



EFFECT OF PRICE


Cumulative

Percent

Valid SA 7 28.0 28.0 28.0

A 5 20.0 20.0 48.0

N 12 48.0 48.0 96.0

D 1 4.0 4.0 100.0

Total 25 100.0 100.0

Effect of price- there are 48% people who are neutral about price , so price does not affect so

much to the purchasing behavior of watches.

USAGE FREQUENCY



Frequency Percent Valid Percent Cumulative Percent

Valid FTM 6 24.0 24.0 24.0

1 IN WEEK 2 8.0 8.0 32.0

2-3 IN WEEK 3 12.0 12.0 44.0

DAILY 14 56.0 56.0 100.0

Total 25 100.0 100.0

Usage frequency- there are 56% people who are using sports watch daily, who are mostly student, it

means usage rate is high in students.

ENDORSER INFLUENCE


Cumulative

Percent

Valid Y 10 40.0 40.0 40.0

N 15 60.0 60.0 100.0

Total 25 100.0 100.0

Endorser influence- there 40% people who are affected by the endorser, and there 60% people who are

not affected by endorser, it means now a day’s customer do not much effected by the endorser, but it take

other factors in the consideration.



DECISION MAKER


Cumulative

Percent

Valid YOURSELF 14 56.0 56.0 56.0

S OR P 2 8.0 8.0 64.0

JD 8 32.0 32.0 96.0

OTHER 1 4.0 4.0 100.0

Total 25 100.0 100.0

Decision maker- there are 56% people who takes decision by their self and 32% people who takes the

decision on the basis of joint decision with their spouse or partner.



PRODUCT INFORMATION


Cumulative

Percent

Valid INTERNET 15 60.0 60.0 60.0

TV 9 36.0 36.0 96.0

MAGAZINES (SR) 1 4.0 4.0 100.0

Total 25 100.0 100.0

Product information- out of 25 respondent there 60% people who are getting the information about the

product through internet, and 365 through TV, so now a days the major source of information is internet.



RECOMMENDATION

Through our findings we can recommend the industry to more focus on quality and reliability as

this is the most affecting factor for purchasing

Their targets should be schooling going children Rather than going for celebrity endorsement they should go for social media.

They should keep inventing new features, design etc

REFERENCES

http://ezinearticles.com/?The-3-Best-Sports-Watch-Features-For-Runners&id=2074330

http://en.wikipedia.org/wiki/Watch

http://inventors.about.com/od/cstartinventions/a/clock.htm










Date post:	07-Apr-2018
Category:	Documents
Upload:	abhishek-wolverene-singh
View:	220 times
Download:	0 times

Consumer Behaviour Group

Documents