Consumer buying behaviour on Titan
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Transcript of Consumer buying behaviour on Titan
Group Members
Name Roll Nos.Dilraaj Singh
A – 10
Angad Singh
A – 34
Tanveer Singh
A – 40
Karan Thapar
A – 56
Zeeshan Khan
B – 24
Introduction• Consumer buying behaviour refers to
the behavior of consumers in deciding to buy or not to buy or use or not to use or dispose of or not to dispose of the products which satisfy their needs.
• CBB is what influences consumers to purchase a particular product.
• It focuses upon the need of individual, group or an organisation.
• Fifth largest wrist watch manufacturer.• Founded by JRD Tata in 1987.• Subsidiary of Tata group.• Joint venture of Tata group and Tamil Nadu Industrial Development Corporation.
• About 311 showrooms and 650 after sales service centres.
Nebula – Zeus Gold Watch
Market PositioningBRAND PURCHASING POWER (PRICE) RS. CATEGORY
FAST TRACK 550-1,430 YOUTH
EXCTA 595-1,430LOWER MIDDLE CLASS (Office wear)
SPECTRA 650-1,830 COMMON CLASS
ROYAL 960-2,830 UPPER- MIDDLE CLASS
TITAN 2000-4000LOWER MIDDLE CLASS & UPPER CLASS
SONATA 350-900LOWER MIDDLE CLASS - UPPER MIDDLE CLASS
RAGA 1,420-4,000 UPPER CLASS
BANDHAN 1,675-8,085 COUPLES
REGALIA 1,725-7770UPPER MIDDLE CLASS-UPPER CLASS
EDGE 4,500-5,200 BUSINESS CLASS
NUBULA 10,000-45,000 UPPER CLASS
CONSUMER BUYING DECISION PROCESS
Problem recognition
Information seeking
Evaluation of alternatives
Buying decision
Post purchase evaluation
Problem Recognition • Dissatisfaction with a current product or
service• Outdated • Lifestyle
Information Seeking
• Personal Sources: Friends, neighbours
• Commercial Sources: Advertising Eg: 20% off on exchange
Evaluation of alternatives• Durability:
Eg: Japanese- Citizen, Casio, Timex• Features:
Eg: Swiss- Rolex, Omega, Swatch, etc• Price:
Eg: Chinese watches, Unorganized sector/ Grey market
Buying Decision
Personal Factors• Age• Occupation• Economic Situation• PersonalityPsychological Factors• Perception• Beliefs and AttitudesAvailability & Accessibility
Other factors
• Brand name
• Price
• Appearance
• Warranty
• Technical specifications
• After sale service
Post Purchase Evaluation
• After Sales Service
• Loyalty Cards – Signet– Exclusive Offers on Watches and eye gear at The World
of Titan , Titan Watch Care Centres as well as on other premium brands
– Being the first to know about new product launches & Invites to previews
– Free Gift Delivery Service through The World of Titan– Priority Service at the Titan Watch Care Centres