A Study On Consumer Satisfaction For Fastrack Watches

A study on consumer
satisfaction for fastrack

watches
Submitted by: submitted to:

Ayush manav Mrs. Sheela narang
(13215101721)
INTRODUCTION
 Fastrack is one of the leading wrist watch brand in India, Fastrack
was launched in 1998. The brand was aimed at the youth segment
(15-25 years of age). The brand was promoted with the slogan
"Cool Watches from Titan‖ Fastrack has an established brand image
for quality, price and ranges of style it offers. However it is often
found that customers have still certain issues with this brand, one of
the issue is that the service after sales is not good. Customer often
find it difficult to repair the watch or change the strap, dial etc.
most of the retail stores doesn‘t keep spare parts reason being that
Fastrack watches style changes at a faster rate, hence customers are
forced to go with domestic brands straps which doesn‘t even suit
the watch. Another issue is that all varieties of the brand is not
available in all retail store, the customers are forced for online
shopping to get their desired watches.
OBJECTIVE
 To understand the existing product quality in Fastrack watches.
 To investigate whether the product quality of Fastrack watches is
capable of addressing all demands made by customer.
 To identify the difference between Expectation & Perception of
customers in product quality offered by Fastrack watches.
 To understand about the customer satisfaction for Fastrack watches.
LITERATURE REVIEW
In educated societies, the human brain has been trained to analyze text
in a way that a reader is able to interpret writing as whatever he or she
sees in the meaning of the words by analyzing the context in which the
text was written. Titan's play in the lifestyle category is similar to what
US watch and accessory brand Fossil did - diversifying into eyewear,
handbags, jewellery, shoes and apparel (in some geographies). Titan
Industries, which started as a watch brand in 1984, is taking a fresh
gamble--to turn into a fullscale lifestyle company.
Extraordinarily innovative technology coupled with a fresh sense of

style in the Titan Fastrack watches became an instant rage especially
with youths. In the Titan portfolio it is believed to contribute a 4%
value. Significant rise in Titan Fastrack watches sales has
subsequently compelled Titan to establish it as a separate brand.
RESEARCH METHODOLOGY
The methodology that will be applied by the study has been chosen in
order to acquire information and deduce conclusions about the
‗Customer satisfaction for Fastrack watches‘. The main purposes of
this study is to obtain an insight into the problems faced by the
Fastrack watches customers in order to propose further
recommendations for better customer satisfaction.
RESEARCH DESIGN
Research design is the arrangement of conditions for collection and
analyze of data in a systematic manner that aims to combine relevance
to research purpose with economy in procedure. The research study
applied here is purely descriptive.
LIMITATIONS OF STUDY
The following are the limitations of the study

• Mobile phone has become the most necessary
commodity/service, so it was difficult to define the population in a
particular place.
• 50 respondents cannot represent the population, as a whole. So
the findings may be biased.
• Time plays a havoc role in data collection. So, the sample is
restricted to 50. Chances of biased responses from the customers
DATA ANALYSIS AND
INTERORETATION
 For evaluating the quality of customer satisfaction of Fastrack
watches, a number of critical variables are selected for conducting
an in depth analysis. The results of the analysis are presented in the
following sections.
OCCUPATION OF THE RESPONDENTS
TABLE 1.1
S.NO OCCUPATION PERCENTAGE

1 Professional 14
2 Business 30
3 Employee 34
4 Student 22
total 100
INTREPRETATION
From the above table, it shows that, 34% of the
respondents were employee, 30% of the respondents were
Business People, 22% of the respondents were students
and 14% of the respondents were professional. It inferred
that Majority (34%) of the respondents were employees.
 PRODUCT RANGE OF FASTRACK WATCHES
Interpretation
The above table shows that 37% of the respondents strongly agrees that the
product range provided by Fastrack is satisfying. 25% of the respondents
somewhat agrees to this. While 16% disagree this, 11% strongly disagree and
remaining 3% neutral this. Majority of customers are satisfied with product
range of bank. It will help the brand to establish new leads & to have new
customers with reference to their existing customers.
 OCCUPATION OF THE RESPONDENTS
 EDUCATIONAL QUALIFICATION OF THE
RESPONDENTS
INTREPRETATION
From the above table, it shows that, 50% of the respondents were under
graduates, 34% of the respondents studied up to school level, 14% of the
respondents were post graduates and 2% were included in others. It
inferred that majority (50%) of the respondents were under graduates.
RESULT
1. Majority of respondents are aware about the various range of products
provided by Fastrack watches through advertisements‘.
2. Majority of the respondents agreed Fastrack watches and other Titan brands
only differ in price range
3. Majority of the respondents felt that Fastrack watches are good than its
competitors
4. Majority of the respondents used the Fastrack watches for more than 1 year.
5. Majority of the respondents agreed that Fastrack watches are affordable.
6. Most of the customers felt that customer service personnel has good
knowledge about the product.
7. Majority of customers are not satisfied with general behavior of customer
service personnel because the product range of Fastrack is vast and it is difficult
for the service personnel to give proper service aids to Fastrack watches.
8. Majority of customers use Fastrack watches only, this shows that loyalty of
customers enjoyed by company. This strong customer loyalty is laying an
effective foundation for Fastrack watches.
CONCLUSION
On the growing influence of globalization on the Indian watch industry, a
number of global manufacturers are coming into the Indian watch industry.
In such a dynamic environment Fastrack need to be more quality conscious
since the products offered are almost similar by all the watch manufacturers
in the industry. Fastrack needs to take serious efforts to make itself
competitive and stable in the dynamic market situation by focusing on the
service quality aspects.
Gaining and maintaining consumer preference is a battle that is never really

won. Continued and consistent branding initiatives that reinforce the
consumer‘s purchase decision will, over time, land the product in consumer
preference sets. Attaining and sustaining preference is an important step on
the road to gaining brand loyalty. Most of the consumers prefer Fastrack
watches due to its strong brand image, and the main factor forcing the
customers to buy Fastrack watch is advertisements through the print and
electronic media.
BIBLIOGRAPHY
 Philip Kotler (2006) ,―Marketing management‖, 10th edition
 Kothari. C.R.(2005), ―Research Methodology Methods and
Techniques‖, 4th edition
 L R Potty (2011), ―Research Methodology‖
 Barry, Ann Marie Seward. (1997). Visual Intelligence: Perception,
Image and Manipulation in Visual Communication.
 Kotler & Keller (2008), Marketing management, 8th edition
WEBLIOGRAPHY
 http://encartaupdate.msn.com/wristwatches.aspx
 http://realestate.msn.com/branding/titanindustries.aspx?cpdocumen
 http://watches.about.com/od/history/a/Deontological.htm
 http://productquality.about.com/b/2003/12/31/product

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A Study On Consumer Satisfaction For Fastrack Watches

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A study on consumer

satisfaction for fastrack

Submitted by: submitted to:

Extraordinarily innovative technology coupled with a fresh sense of

The following are the limitations of the study

S.NO OCCUPATION PERCENTAGE

Gaining and maintaining consumer preference is a battle that is never really

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