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Preferences and Behaviour of the consumers towards Timex Wrist watches - A

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 Research Paper
Preferences and Behaviour of the
Consumers towards Timex Wrist Watches
– A study with reference to
Durgapur City, West Bengal.

(In the 2-Day National Conference organized by the

Dept. of Commerce & Management, West Bengal
State University, Barasat on 17-18 March, 2016)

Authored & Presented By:

MAYUKH THAKUR
Research Scholar
Ph.D. in Management
JIS University
Kolkata
Research Paper Title:

Preferences and Behaviour of the Consumers towards Timex Wrist Watches –

A study with reference to Durgapur City, West Bengal.

Author’s Particulars:

Name : MAYUKH THAKUR

Affiliation : Research Scholar, Ph.D. in Management, JIS University, Kolkata

Email : mayukh30@gmail.com

Phone No. : +91 9831658206

Abstract:

‘Consumer is king’–the statement carries profound truth in it. Today the success of
any firm depends upon the satisfaction of consumers. For satisfying the consumers the firm
should know about the behavior of the consumers. In these circumstances understanding
consumer is a very difficult task because of the changing technology, innovation, and changes
in life style. Researchers conducted many research in this area, and they give only few
suggestions, but there is no final conclusion. As per the ideas given by the researchers, there
are two factors influencing the consumers such as intrinsic and extrinsic factors. It is difficult
to classify consumers by conventional demographic factors and unless their thought process
and buying behavior are fully understood, decisions on product designs and packaging,
branding and distribution channels are likely to be misplaced. With the inevitability of change
looming large over the horizon, Indian companies must learn from their western counterparts;
not only to identify the sources, timing and direction of the changes likely to affect India, but
also the new competencies and perspective that will enable them to respond to these changes,
comprehensively and effectively. Today human begins work with the time. The various
activities to be performed are generally prescribed on the basis of time factor. Thus time is
considered to be an important factor in every walk of life. Now-a-days we find no person
without a wrist watch and a home without a clock. Thus the watches have become almost a
necessity for human being, to whichever economic class they belong. This paper contains the
consumer behaviour and brand preference while selecting the watches special reference to
TIMEX Wrist Watches.

Key words:

Consumer Behaviour, Brand Preference, Customer Satisfaction.

 1

Preferences and Behaviour of the Consumers towards Timex Wrist Watches –

A study with reference to Durgapur City, West Bengal.
MAYUKH THAKUR
Research Scholar, Ph.D. in Management, JIS University, Kolkata
1.Introduction
Consumer behavior is stated as the behavior that consumer display in searching for,
purchasing, using, evaluating, and disposing of products, services and ideas that they expect will
satisfy their needs. The study of consumer behavior is concerned not only with what consumers
buy, but also with why they buy it, when and how they buy it, and how often they buy it. It is
concerned with learning the specific meanings that products hold for consumers. Consumer
research takes place at every phase of consumption process, before the purchase, during the
purchase and after the purchase. According to Philip Kotler, consumer behavior is “all
psychological customers as they become aware of evaluate, purchase, consume and tell
other about products and services”. The scope of consumer behavior includes not only the
actual buyer and his act of buying but also various roles played by different individuals and the
influence they exert on the final purchase decision. Individual consumer behavior is influenced
by economic, social, cultural, psychological, and personal factors.
Growing economy and rising consumerism endorses itself in the Indian Watch Market
also. The market more than mirrors the radical transformation of consumer markets in India as
well as the promising future held by the strong fundamentals of a robust economy.
“The Indian Watch Industry”, a white paper, prepared by the apex time-wear industry
association in India, the All India Federation of Horological Industries (AIFHI) along with
Technopak-Advisor, released in January this year, reveals that factors like growing economy,
increasing consumerism and favorable demographics hold phenomenal prospects for time-wear
products in the Indian consumer markets.
The watch and clock industry has been a market with great longevity throughout the
years, as these timepieces have always been needed and in demand by consumers. Though
Switzerland is often touted as the leader in the watch and clock industry globally, many other
countries also produce these sorts. Several Indian watch manufacturers have global ambition in
todays’ globalized, modernized and economically stable and strong country.
In the 18th and 19th century watch industry has flourished in western world only,
 2

specifically Switzerland but the second half of the 20th century has seen India emerging an
important manufacturer of watches. Timex, a TATA group brand has created history in the
Indian watch industry by manufacturing and marketing different brands of watches not only in
Indian market but also in the international market.
This research study attempts to study this changing perception and preferences of the
consumer towards wrist watches as the market readies to offer a plethora of opportunity to
domestic and international marketers. It outlines consumer likings and purchase patterns as
watch vendors evolve product and promotion strategy in dynamic market conditions.
The research work is based in Durgapur city which is one of the most vibrant markets in
Eastern India, it stands out as extremely attractive for any goods and services provider.
2.Literature Review
Consumer behavior has always been of great interest to marketers. The knowledge of
consumer behavior helps the marketer to understand how consumers think, feel and select from
alternatives like products, brands and the like and how the consumers are influenced by their
environment, the reference groups, family, and salespersons and so on Consumer’s personal and
psychological factors. Most of these factors are uncontrollable and beyond the hands of
marketers but they have to be considered while trying to understand the complex behavior of the
consumers. In this study, the researcher emphasizes the importance of lifestyle and its impact on
the buyer behavior.
There are two factors mainly influencing the consumers for decision making: Risk
aversion and innovativeness. Risk aversion is a measure of how much consumers need to be
certain and sure of what they are purchasing (Donthu and Gilliland, 1996).Highly risk adverse
consumers need to be very certain about what they are buying. Whereas less risk adverse
consumers can tolerate some risk and uncertainty in their purchases. The second variable,
innovativeness, is a global measure which captures the degree to which consumers are willing to
take chances and experiment with new ways of doing things (Donthu and Gilliand, 1996).The
shopping motivation literature is abound with various measures of individual characteristics
(e.g., innovative, venturesome, cosmopolitan, variety seeking), therefore, innovativeness and risk
aversion were included in this study to capture several of these traits. Measures by Donthu and
Gilliland (1996) were used to measure innovativeness and risk aversion. Perception is a mental
process, whereby an individual selects data or information from the environment, organizes it
 3

and then draws significance or meaning from it.

Product class knowledge is a measure of consumers perceptions of how much they know
about a specific class of products (e.g., cars)This type of measure is consistent with what Brucks
(1985) called subjective knowledge, that is, consumers self -perceptions of knowledge levels.
This is often contrasted with objective knowledge, which is what consumers actually know.
Park and Lessing (1981) proposed that subjective knowledge provides a better understanding of
consumers decision making processes because consumers level of confidence in their search and
decision making behavior, independent of their objective knowledge. Past research indicates that
consumers purchase and channel decisions might be influenced by the type of product being
investigated (Cox and Rich 1964; Lumpkin and Hawes 1985; Morrison and Roberts 1998;
Papadopoulos 1980; Prasad 1975; Sheth 1983; Thompson 1971). In particular, these authors
state that certain products might be more appropriate for one channel or another, which
ultimately influences consumers channel preference and choice. Packaging establishes a direct
link with the consumers at the point of purchase as it can very well change the perceptions they
have for a particular brand. A product has to draw the attention of the consumers through an
outstanding packaging design. Earlier packaging was considered only a container to put a
product in, but today, research in to the right packaging is beginning at the product development
stage itself. Packaging innovation has been at the heart spends large sums annually on packaging
research. – “We have been laying emphasis appeal and convenience for consumer” says
Deepak M., a senior market analyst. The greatest challenge faced by companies today is
holding and increasing their market share and value. This is always a strenuous exercise and one
of the tools for the same is marketing. There is no specific game rule available for using these
marketing tools .The reason is: each promotional tool has its own characteristics. Consumer’s
familiarity with a channel is a measure of products through specific channels (i.e. catalogue,
internet, and bricks-and-mortar retailer). Through frequent use consumers should become
accustomed to using the channel, which reduces their apprehension and anxiety in purchasing
products through the channel. According to Rossiter and Prey (1987), brand awareness
precedes all other steps in the buying process. A brand attitude cannot be performed, unless a
consumer is aware of the brand. In memory theory, brand awareness is positioned as a vital first
step in building the bundle of associations which are attached to the brand in memory (Stokes,
1985).
 4

A family exerts a complex influence on the behaviors of its members. Prior family
influence research has focused on inter-generational rather than intra-generational influence in
consumer generationalization. As has been compellingly demonstrated, parents influence
children (Moore, Wilkie, and Lutz2002; Moschis 1987).Yet, consumption domains clearly
exist where sibling efforts may also be exerted. Shopping motives are defined as consumer’s
wants and needs as they relate to outlets at which to shop. Two groups of motives, functional and
nonfunctional, have been proposed by Sheth (1983). Functional motives are associated with
time, place, and possession needs and refer to rational aspects of channel choice. Whereas, non-
functional motives related to social and emotional factors are reasons for patronage. The
functional motives included: convenience, price comparison, merchandise assortment.
3.Objectives Of The Study:
1. To know the market share of Timex wrist watches.
2. To know the extent of satisfaction among Timex wrist watch users.
3. To find the extent of brand loyalty among consumers.
4. To study the factor affecting the buyers behavior.
5. To study consumer attitude towards pricing policies of Timex wrist watches.
6. To study the consumer attitude towards company’s promotional activities.
7. To study buyer reaction to after sales service.
8. To study the marketing strategy adopted in the dealers.
9. To analyze statistically responded opinion.
10. To determine consumer demographics.

4.Scope Of The Study:

This study covers the following:
1. Study covers the awareness of the consumer towards Timex wrist watches.
2. Study covers the market share of Timex wrist watches.
3. Study covers the reasons of buying the Timex wrist watches.
4. Study covers the consumer attitude towards price of the Timex wrist watches.
5. Study covers the various marketing channels of Timex wrist watches.
6. Study covers the various problems faced by the company and the dealer.
7. Study is restricted to Durgapur City only.
 5

3.Research Methodology
Research methodology is the process of solving the problem systematically by research using
available data. Research design is a detailed blue print used to guide the research study towards
its objectives. Descriptive research can be either quantitative or qualitative. It can involve
collections of quantitative information that can be tabulated along a continuum in numerical
form, such as scores on a test or the number of times a person chooses to use a-certain feature of
a multimedia program, or it can describe categories of information such as gender or patterns of
interaction when using technology in a group situation. Descriptive research involves gathering
data that describe events and then organizes, tabulates, depicts, and describes the data collection
(Glass & Hopkins, 1984). It often uses visual aids such as graphs and charts to aid the reader in
understanding the data distribution. Because the human mind cannot extract the full import of a
large mass of raw data, descriptive statistics are very important in reducing the data to
manageable form. When in-depth, narrative descriptions of small numbers of cases are involved,
the research uses description as a tool to organize data into patterns that emerge during analysis.
Those patterns aid the mind in comprehending a qualitative study and its implications.
4.Data Collection
In the study both primary and secondary data have been used for the purpose of
collecting data. The primary data have been collected through the consumer survey and
discussions were carried out with the consumer personally by the help of proper questionnaire.
The secondary data has been collected from various published literature (like text books,
magazines, newspapers) and internet. The information regarding the organization has been
collected from report and record provided by the dealers of Timex wrist watches.
5.Sampling
In order to collect the primary data 200 consumers were selected on stratified random
sampling method. A structured question was used to collect information from the sample
consumer contacted. Even personal interviews were held with the respondents to gather unbiased
information. Observation method also made used to understand the real feelings of the
respondents so that study become more realistic and viable.
6. Data Analysis & Data Interpretation
Consumer survey is necessary in any form of market as the behaviour changes day by
day. Selection of products by the consumer reflects the faith in the products. The buyer’s
 6

behavior changes accordingly the purchasing always depends on the quality and price. The study
of consumer satisfaction is necessary to know the opinion of different consumers to implement
the most effective marketing policy of the firm.
To conduct the consumer survey, questionnaire method was used. Questionnaire is the
most common research instrument. A questionnaire is a set of questions with or without space
for recording answer. The question can secure relevant facts or opinions from informed and
interested respondents included in the sample survey.
In the following subsequent section, the data obtained from the respondent are analyzed
statistically. A convenient sampling technique was made use for this survey and the number of
respondents chosen was 200 from Durgapur city.
The demographic factors pertaining to consumers are mainly age, education, occupation
and income.
Table-1: Showing Gender Wise Classification Of Respondents
Sex No. of respondents Percentage
Male 160 80
Female 40 20
TOTAL 200 100

As per the table, of the respondents 80% are male and 20% are female.
Table –2: Showing Classification Of Respondents On The Basis Of Age Group
Age group (in years) No. of respondents Percentage
10-20 40 20
20-30 120 60
30-40 20 10
Above 40 20 10
Total 200 100

The above table indicates that majority of the respondents (60%) belongs to the age group
of 20 to 30 years, 20% belong to age group of 10 to 20 years and 10% each belongs to the age
groups of 30 to 40 years and above 40 years.
Table-3: Showing Classification Of Respondents Based On Occupation
Occupation No. of respondents Percentage
Student 120 60
Businessmen /
Professional 36 18
Government employee 16 8
Others 28 14
Total 200 100

The above table reveals the occupation of the respondents. Out of the total respondents
 7

60% are student, 18% are businessmen/ professionals, 8% are government employees and
remaining 14% are other (like housewives, retired people etc.)
Table-4: Classification Of Respondents On The Basis Of Monthly Income Of Family
Monthly income (in No. of
Rs.) respondents Percentage
Below
5000 80 40
5000 –
10000 28 14
10000 –15000 72 36
Above
15000 20 10
Total 200 100

This table classifies the respondents based on monthly income. Of the respondents 40%
belong to the income group of below Rs. 5000, 36% to the income group of Rs. 10000 to Rs.
15000, 14% to the income group of Rs.5000 to Rs. 10000 and 10% to above Rs. 15000 group.
Table –5: Classification Of Respondents Based On Qualification
Qualification No. of respondents Percentage
Madhyamik/H.S. 20 10
Graduate 120 60
Post-graduate 8 4
Others 52 26
Total 200 100

From the above table it can be seen that of the respondents, 10% have studied up to
Madhyamik or H.S. level, 60% are graduates, 4% are post graduate and remaining 26% are
others (like P.U.C., Engineering).
Table –6: Showing Classification Of Respondents On The Brand Of Watches Owned
Brand of watches No. of respondents Percentage
Timex 80 40
Titan 48 24
Sonata 32 16
Fastrack 12 6
Others 28 14
Total 200 100

The table shows that 40% of respondents owned Timex brand watches, 24% Titan brand
of watches, 16% Sonata brand of watches, 6% Fast track brand of watches and remaining 14%
owned other brand like HMT, Citizen, and Maxima etc.
Table –7: Classification Of Respondents Based On Source Of Information About Timex
Watch.
 8

Source of information No. of respondents Percentage

Advertisement 70 35
Relatives 70 35
Friends 60 30
Total 200 100

The above table indicates the sources of information about Timex wrist watches. Of the
200 respondents, 35% each came to know about the Timex brand of wrist watches through
advertisement and relatives and 30% through their friends.
Table8-: Classification Of Respondents On The Basis Of Plan To Change Watch
Period (in years) No. of respondents Percentage
Less than year 40 20
1 to 3 72 34
3 to 5 56 28
Above 5 years 36 18
Total 200 100

As per the above table, 34% of the respondents want to change the watch in a period of 3
years, 28% in 3 to 5 years, 20% in less than a year and 18% after 5 years.
Table-9: Showing Classification Of Respondent On The Basis Of Opinion About The
Performance Of Timex wrist watches.
No. of
Opinion respondents Percentage
Excellent 70 35
Good 80 40
Satisfied 30 15
Unsatisfied 20 10
Total 200 100

The above table indicates the opinion of the respondents regarding the performance of
Timex wrist watches. Of the 200 respondents, 35% consider the performance as excellent, 40%
as good, 15% as satisfied and remaining 10% are not satisfied with the performance of Timex
wrist watches.
7.Feedback of the Respondents Regarding After Sales Service Of Timex
Of the respondents 90% of the satisfied of the after sales service of the dealer and remaining 10%
feel dis-satisfied with the after sales service of the dealer.
8.Findings:
1. Majority of the respondents are male.
2. Most of the respondents belong to the age group of 20-30 years.
 9

3. Most of the respondent belongs to the occupation of student.

4. Most of the respondents belong to the qualification of graduates.
5. The majority of respondents owned timex brand wrist watches.
6. The majority of respondents have come to know about the timex brand wrist watches through
advertisement and relatives.
7. Most of the respondents belong to the plan to change watch in a period of 3 years.
8. Most of the respondents belong to the wish price range of Rs.500-1500.
9. The majority of respondents feel that the price of the timex wrist watches as high.
10. Most of the respondents belong to the mode of owning watches which are bought.
11. The majority of respondents received watch on the occasion of birthday.
12. The majority of respondents have watches bought on the birthday.
13. Most of respondents belong to the opinion about the performance of timex wrist watch as
good.
14. The majority of respondents feel satisfied about the after sales service.
9.Recommendations & Discussion:
The survey of consumers has revealed the likes and dislikes and taste regarding wrist
watch and satisfaction level in relation to Timex. The consumers have forwarded the following
suggestions and recommendations for the consideration of the company and dealers.

1. The respondents feel that the price of Timex wrist watches is too high. They anticipate a
reduction in the price, which can be affordable to the common class of people.
2. The service for the new watches should be improved.
3. One service mechanic must be provided by the company at every showroom to ensure
consumers good service and advice.
4. Some respondents feel that the price of spares of Timex watches is high and suggest for a
reduction in prices.
5. Some more attractive festival offers and gifts should be given on purchases.
6. All varieties of watches should be made available in show room, which cater to the taste of
different income group customers.
7. Quality of the straps (belt) of watches should be improved.
8. Advertisements in local media should be increased. This may cover rural areas also.
 10

9. Guarantees should be given for costly interior parts of watch.

10. The dealer has to improve after sales service to some extent to satisfy the customers.

10.Conclusion:
The Timex brand of wrist watches is known for quality and performance in the domestic
and international markets. The consumer of Timex brand wrist watches are highly satisfied
customers having pride in owning and wearing the most sophisticated, highly reliable and
superior performance watch. Timex brand wrist watches are in great demand not only in India
but also abroad. It is owing to the fact that they come from a Tata group company.
The turnover of Timex brand of wrist watches has shown uptrend from year to year.
Timex wrist watches enjoy a lion’s share in the domestic watch market. Though there is
increasing demand for all varieties of Timex wrist watch, a few suggestions given by the
respondents is to be considered by the manufacturers of Timex. The company has to put its
efforts in improving quality of its watches, introduce new varieties with changing outlook to
appeal and attract potential customers for its products. Again the company can also consider for
a reduction in the prices which may make it market leader in the years to come.
Finally it can be said that the performance of Timex wrist watches is not only amazing
but also highly satisfactory. The company can achieve further success by improvement from the
suggestions of the consumers.
11.Limitations:
1. The study has been restricted to the users of Timex wrist watches only.
2. The data and opinion collected are assumed to be objective.
3. The survey is restricted to 200 respondents.
4. Lack of consumer awareness about different watches.
5. Time constraint.
6. The sample size is supposed to be representative of the views of the consumers.
7. The study has been restricted to Durgapur city only.

__________________________
 11

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