A STUDY ON WHY HMT WATCHES ARE NOT BEING PREFERRED BY

YOUNGER GENERATION

SUMMER PROJECT

Submitted to

RAJAGIRI SCHOOL OF MANAGEMENT

In partial fulfillment of the requirement for the award of

Masters Degree in Business Administration

(2010-12)

By

BIPIN KISHORE KERKETTA

Register No.21780

Rajagiri School of Management

Rajagiri College of Social Science

Rajagiri Valley P.O

Kochi – 682039

ACKNOWLEDGEMENT

This study would not have been possible without the sincere

cooperation of a lot of individuals. I would like to thank

them on the onset itself for this whole hearted support and

blessings.

At the very outset, I would like to thank Lord Almighty for

his guidance for conducting this study. I take this

opportunity to express my heartfelt thanks to my project

guide at HMT Watches Limited , Mrs,Vijay Jyoti Dant , Deputy

General Manager HR for giving me this opportunity to do the

project.

Further I would like to thank Dr.Joseph I Injodey, Principal,

Rajagiri School Of Social Sciences , and the faculty guide

Prof.Saji George for the guidance and advice throughout the

study.

I also take this opportunity to thank my family and all my

friends who have cooperated with me in making this effort a

success.

Above all I would like to thank all respondents who helped me

with the valuable information I needed for the project.

Thank You,

BIPIN KISHORE KERKETTA

DECLARATION

I, BIPIN KISHORE KERKETTA hereby declare that the summer

project report titled

“A Study on why HMT watches are not being preferred by

younger generation” is a bonafide record of the project work

done by me for HMT WATCHES LIMITED during the period 1st June-

31st July 2012.

This study was undertaken in the partial fulfillment of the

requirement of the degree in Masters in Business

Administration at Rajagiri College of Social Sciences,

Kakkanad, Cochin, affiliated to Mahatma Gandhi University,

Kottyam, Kerala.

I also declare that this report has not been submitted in

full or part thereof, to any university or institutions for

the award of any degree or diploma.

Place: Cochin

BIPIN KISHORE KERKETTA

Date: 26/08/ 2012

Reg. no:21780

TABLE OF CONTENTS

CHAPTER NO. CONTENTS PAGE NO.

CHAPTER 1 Introduction 5-15Industry profileCompany profile

Executive Summary 16Problem centered study 16

CHAPTER2 Problem Formulation 17Title of the studyBackground of the study

Statement of the problemRelevance of the studyObjectives of the study 17-18Scope of the studyResearch DesignTools for data collectionMethods of data collectionMethods of data collectionSampling and sample sizePresentation and analysis of data 18-39

Interpretation and conclusion 41-42

Suggestions and Recommendations 43

Bibliography

CHAPTER 1

INTRODUCTION

INDUSTRY PROFILE

The Great Indian Watch Market

Wrist Watches form an integral part of the personality of

individuals in the present era. Earlier seen as a luxury

item, they are now witnessing a fundamental change in

perception, and are now gaining respect as an essential

utility item. For the watch industry, time seems in its

favour what with the liberalization of the Indian market

coupled with the rising purchasing power of the young and

consumerist Indians.

Indian watches market was for long dominated by public sector

organisations like Hindustan Machine Tools Ltd. (HMT) and

Allwyn (also famous for its refrigerators once upon a time!),

and has now left the pioneers far behind or nowhere in market

by private sector enterprises like Titan, Sonata, Ajanta and

Timex along with foreign entities jostling for display space

in the smallest of shops selling these products.

Before the establishment of HMT as the dominant player in the

Indian markets initially, the country was solely dependent on

imports to meet the internal demand. However, establishment

of HMT as the leading player in the wrist watch segment in

the 1960’s, changed the scenario.

In post liberalization India, the market stood to witness

intensive competition between foreign and Indian

manufacturers like Timex, Titan, Movado, Longines, Rado,

Rolex, Fréderique Constant, Mont Blanc, Swatch, and many

others. Many watch makers have made significant inroads in

the industry and others are in the process of establishing

themselves, currently.

Besides this, buyers are extremely choosy about the brand and

type of wrist watches they wear. Being extremely brand

conscious, their tastes have evolved over the years and have

gone beyond the realms of durability to choose in terms of

aesthetics and elegance. Thus it is a buyers market with

multitude of designs that have entered and flooded the market

place.

The size of the watch market currently is estimated to be

around 40 to 45 million pieces annually. The organized sector

alone contributes up to 30 percent of this figure, and the

rest of the demand is being met by the unorganised grey

sector. This data is significant indeed in view of the socio

economic distribution of the Indian populace. More than 58

percent of the population is under twenty five and more than

80 percent of the population is below 45 years of age.

In dollar terms, the estimated annual market size is around

USD 195 million, despite the fact that the penetration of

watches is the lowest, compared globally. Looking into this

fact and the long standing Indian tradition of comparing

watches with jewellery and other traditional items, many

watch companies are interested in setting up base in India.

The average growth in the size of the market is slated to be

around 10 -15 percent per year.

A casual study of the watch market reveals that it is

segmented on basis of multiple proportions such as price,

benefits and types of watches. The price of the watches is a

major motive in the minds of the customer. Accordingly, three

segments can be identified here, namely low priced, medium

priced, and high priced watches.

The lower priced segment consists of watches priced less than

INR 500; the medium price range consists of watches in the

INR 500-1500 range and the high priced watches come in the

INR 1500 upwards range. There are other higher categories as

well such as the premium and luxury range, but they appeal to

only a small category of the watch market in India.

According to a recent study, more than 90 percent of the

watches were from the lower price ranges with international

costs being less than 20 euros. Moreover, around 20 to 25

watches are being sold for every 1000 citizens. Thus there is

enormous potential for growth of the industry in this

untapped segment. Some customers look out for features like

fashion appeal, technology, sophistication and status. Others

go for durability, economy and precision.

Many customers prefer mechanical and automatic watches, while

others prefer quartz watches. Newer segments are also on rise

such as ladies watches, children’s watches and gent’s

watches. Customers usually base their preferences and buying

decisions on a variety of factors like price, durability,

utility, aesthetic appeal and brand name. A combination of

all these points ultimately forms the customer’s buying

decision that translates into the purchase of a watch.

The retail sector has just begun to boom in India. Since the

early 1990’s, Indian customers are relying more on

departmental stores and shopping malls to purchase their

wants and needs. This has come as a boon for watch

manufacturers and dealers, who are now looking forward to

utilise these new outlets to reach out to the Indian masses.

Watch manufacturers are looking at a suitable mix to market

their products ranging from exclusive retail outlets to

display sections in malls and large departmental stores.

In the end, though India is still considered to be a

difficult market to penetrate, due to reasons like price

sensitiveness and its largely unorganised sector. However,

with the right planning and the right partners and

experienced collaborators, it is expected that both

international and domestic watch manufacturers will do well

in the Indian markets.

COMPANY PROFILE

It was in the early post-independence era that, HMT began in

a small way to meet a big commitment;

“To manufacture mother machines to build modern industrial

India’.

HMT was conceived by the Government of India in 1949, and

was incorporated in 1953,with the objective of producing a

limited range of machine tools, required for building an

industrial edifice for the country.

THE 1960’s:

With the success achieved in the initial years in absorbing

the technology and in attaining production competence far

ahead of the original plans, the Company launched a bold plan

of diversification and expansion which resulted in the

duplication of the Bangalore Unit and the setting up of new

units at Pinjore, Kalamassery and Hyderabad.

In 1967, recession struck the Indian Engineering Industry

and the consumption of machine tools dipped drastically. The

traumatic years of recession did indeed serve to bring to the

fore two latent strengths of HMT, namely,the urge to survive

and the confidence to innovate. With these strengths at fully

play, the Company emerged from the recession:

With the world’s widest range of machine tools and

associated services under a single corporate entity.

With action plans firmly launched for diversification

into Tractors, Presses and Press Brakes, Printing

Machines, Die Casting and Plastic Injection Moulding

Machines, Horological Machinery ,etc.,which were

considered to have economic cycles that are different

from those of machine tools.

With a Watch Factory already established in 1961-62,

additional capacities for watch production were

contemplated to provide a greater cushion against

cyclical fluctuations in capital goods markets and also

to meet the burgeoning demand for watches.

THE 1970’s:

With export markets of enormous potential under active

development.

HMT set up the 70s witnessed the fructification of all

the diversification plans as envisaged.

HMT International Limited as a subsidiary company to

channel HMT’s products and technical services abroad.

Two more units for manufacture of Watches, one at

Srinagar and one at Tumkur

HMT took over Machine Tool Corporation at Ajmer as its sixth

machine tool unit.

THE 1980’s:

In the 80s, HMT as a part of vertical integration efforts,

launched units to manufacture

Watches at Ranibagh

Watch Cases at Bangalore

Stepper Motors at Tumkur

CNC Systems at Bangalore etc;

HMT took over Indo-Nippon Precision Bearings Ltd, a

state owned unit as a subsidiary, which was renamed

HMT-Bearings Ltd.

HMT took over Praga Tools Ltd as another subsidiary

THE 1990’s:

The company restructured itself into five Business Groups

viz; Machine Tools, Watches, Tractors, Industrial Machinery

and Engineering Components as part of Business

Reorganization.

The New Millennium

HMT is now restructured with addition of three more

subsidiaries to those already existing.HMT now comprises of

six subsidiaries under the ambit of the Holding Company which

also manages the Tractors business directly.

HMT Machine Tools Limited, Bangalore

HMT Watches Limited, Bangalore

HMT Chinar Watches Limited, Jammu

HMT Bearings Limited, Hyderabad

Praga Tools Limited, Hyderabad

HMT(International) Limited,Bangalore

The strategic plan of the HMT group is coordinated by

the holding company at Bangalore.

To navigate through the challenges of the new

millennium, HMT seeks strategic alliances from global

leaders to synergies its own strengths with symbiotic

inputs from the partners.

For us, the whole world of opportunities is ahead to

emerge as a global engineering conglomerate.

HMT Limited- Holding Company

HMT Limited , with a diverse range of products, over 18

manufacturing units and a countrywide well established

marketing network restructured its various businesses

into different subsidiaries under the ambit of a holdingcompany. The constituent subsidiaries of HMT Limited

are as below while the holding company retains the

Tractors Business Group.

Sl.No. Name of Subsidiary

% Holding

1 HMT Machine Tools Limited 100

2 HMT Watches Limited

100

3 HMT Chinar Watches Limited 100

4 HMT International Limited

100

5 HMT Bearings Limited

97.25

6 Praga Tools Limited

51.00

The Holding Company with its Corporate Head Quarters at

Bangalore forms the hub for the activities of different

subsidiaries. The Holding Company while ensuring good

corporate governance also pursues strategies such as

Creation of Strategic alliances ,

Developement of brand equity,

Provision of strategic planning inputs,

Interface with regulatory agencies,

Creation and maintenance of data warehouse with

suitable corporate informational data for the use of

all subsidiaries.

HMT’s Products

Business Domain

Organization Chart

Board of Directors

Organisation Of Subsidiaries of HMT Limited

HMT Limited (Subsidiaries)

Vision and Mission

Our Corporate Vision Our Corporate Mission

To establish ourselves as

one of the world’s premier

companies in the engineering

field having strong

international competitiveness

To achieve market leadership

in India through ensuring

customer satisfaction by

supplying internationally

competitive products and

services

To achieve sustained growth

in the earnings of the group

on behalf of shareholders

Our Corporate Objectives & Goals

To encourage the modernisation of Indian Industry

through the supply of engineering goods and services of

world class excellence

To maintain technological leadership through continuous

efforts to update product technology and manufacturing

methods

To globalise our operations by developing a mix of

international markets and businesses

To ensure a satisfactory return on capital employed, to

meet the growth needs and the aspirations of our

stakeholders

To present an active, pleasant and productive working

environment

Corporate Strengths

Customer Services:

Sales & Service network manned by trained personnel

spread across the country

Retail outlets even in rural areas for customers’

convenience.

Company Showrooms located all over India cater to needs

of spares.

TECHNOLOGY and R&D

HMT has imbibed a wide range of technologies as a result of

its diversification strategies , to be a true technologies:

High Speed Machining

Precision Machining

Computer Numeric Controls

Computer Integrated Manufacture

Flexible Manufacturing Systems/Modules/Cells

Metal Forming including Die casting &plastic

processing

Horology

Farm Mechanisation (Tractors & Implements)

R&D efforts in the above technology areas are a

continous and ongoing process at the Design &

Developement domain , well- established research

&testing facilities with experienced engineers to man

them are in position.

The R&D efforts include the design and development of

Over a 100 new types/ variants of machine tools

Over a 1000 new watch models

Several variants of tractors to suit farmers’

needs

HMT’s R&D is committed to provide the best to the customer in

terms

Of contemporary technology.

INFRASTRUCTURE

In the Manufacture of Watches

Integrated Manufacturing Facilities for

Mechanical & Quartz Watches comprising

manufacture of appearance parts such as Cases,

Dials , Hands ,Indices ,Inserts, Solid Link

Straps , Crowns etc

Excellent manufacturing facilities for precision

tooling including all types of Diesets &

elements, Precision Drills & End Mills, Jigs &

fixtures etc.

Integrated Treatment , Plating and Finishing

facilities including Gold & Ion Plating.

PCB manufacturing facilities

Precision Measuring & Inspection Facilities

Facilities for calibration of Measuring &

Testing equipments

WATCHES

The Mechanical Range

Hand wound Gents & Ladies - Desh Ki Dhadkan

Automatic Day-date- The Watch that lasts & lasts

Series of Quartz Watches

Elegance   - Its all about YOU

Roman   - ONLY For MEN

Utsav   - The Well Dressed Watch

Sangam   - Absolutely Modern, Absolutely India

Lalit   - Value for Money, For those who value Money

Pace   - For cute face

Special Clocks

Tower Clock Solar ClockPopulation

ClockDisplay Clock

Floral ClockInternational

ClockMaster slave Clock

COMPETITORS

Sonata Limited

Fast Track Limited

Titan Limited

SWOT Analysis:

STRENGTHS

Strong marketing presence and distribution in

selected regions.

Located in a strategic position.

Low skilled labour.

They produce the good quality threads.

Good communication network.

Due to simple structure decision making is very

fast.

WEAKNESS

Over reliance on the production concept of

marketing and hence ignoring the marketing

concept.

Weak organisational culture.

Restricted product development to quality

development only.

OPPORTUNITIES

The company has the opportunities to expand its

market network.

To develop Research & Development Department

Due to liberalisation , the company is expanding

day-by- day.

To develop e-business to communicate with world.

THREATS

Competiton in domestic market.

Need to consumer consciousness.

Fluctuations in the prices of products.

EXECUTIVE SUMMARY

HMT watches forms the important component in the watch

market. The brand enjoys

a very brand equity in the Indian market. The brand has

consecutively been adjudged as one of the best Indian brands

in surveys by leading agencies in the country.HMT brand

continues to be the main stream brand among major watch

dealers in the domestic market. The Quality and Reliability

of HMT watches has been the major selling feature and

attraction of the consumer .It has been facing tough

competition with other brands of watches like Titan,

Fastrack, Movado. The younger generation is having

different tastes and perceptions towards watches. The

customers tastes and preference changes day by day. New

competitors are entering into the market. The Indian watch

market is facing tough competition with other brands of

watches. This has forced HMT watches to change their

strategy. The whole market has been changed and many more

foreign brands are coming into the market. Watches are no

more purchased for the purposes of core function. The kinds

of watches we wear exhibit our personality.HMT dominated the

Indian watch market in 1980’s.It wants to dominate the market

again. The product range of HMT watches limited, includes

more than 1500 models to choose from catering to all

segments of the market, from Economy to premium and Young to

old. Some watches have marked their presence in the industry,

but others are trying to established themselves. Watches are

typically segmented into specialist and fashion watches. The

international watch brands have a clear position as to where

they belong. Not withstanding the presence of global players

and the opening up of the market, the Indian market has

always been dominated by a single player. Many customers

prefer mechanical and automatic watches, while others prefer

quartz watches. Newer segments are also on rise such as

ladies watches, children’s watches and gent’s watches.

Customers usually base their preferences and buying decisions

on a variety of factors like price durability, utility,

aesthetic appeal and brand name. A combination of all these

points ultimately forms the customer’s buying decision that

translates into purchase of a watch. Besides this , buyers

are extremely choosy about the brand and type of wrist

watches they wear. Being extremely brand conscious, their

tastes have evolved over the years and have gone beyond the

realms of durability to choose in terms of aesthetics and

elegance. Thus it is a buyers market with multitude of

designs that have entered and flooded the market place. A

casual study of the watch market reveals that

it is segmented on basis of multiple proportions such as

price, benefits and types of watches. The price of the

watches is major motive in the minds of the customer.

Accordingly, three

segments can be identified here, namely low priced, medium

priced, and high priced watches. In dollar terms, the

estimated annual market size is around USD 195 million,

despite the fact that the penetration of watches is the

lowest, compared globally. Looking into this fact and the

long standing Indian tradition of comparing watches with

jewellery and other traditional items, many watch companies

are interested in setting up base in India. The average

growth in the size of the market is slated to be around 10-15

year. Moreover around 20 to 25 watches are being sold for

every 1000 citizens. Thus there is enormous potential for

growth of the industry in this untapped segment. Some customs

look out for features like fashion appeal, technology,

sophistication and status. Others go for durability, economy

and precision. Before the establishment of HMT as the

dominant player in the Indian markets initially, the country

was solely dependent on imports to meet the internal demand.

However establishment of HMT as the leading player in the

wrist watch segment in the 1960’s changed the scenario.

PROBLEM CENTRED STUDY

CHAPTER_-1

RESEARCH METHODOLOGY

TITLE OF THE STUDY

The title of the study is why HMT watches are not being

preferred by younger generation with special reference to

Bangalore city.

BACKGROUND OF THE STUDY

The study revolves around the reasons for not preferring

HMT watches by youngsters. The youngsters look at various

things while purchasing watches like brand , design, style

Trust. This has to be taken into consideration regarding the

preference of particular product.

STATEMENT OF THE PROBLEM

The research problem selected for the analysis is entitled

“To study why HMT watches are not being preferred by younger

generation.”This is taken to study the preferences and

thereby analyzing the reasons for low preferences . After

that making necessary changes is made in the product.

RELEVANCE OF THE STUDY

The relevance of the study is the youngsters who are having

low preference of HMT watches. Generally it describes the

attitude of youngsters towards a particular product. Their

changing needs and patterns describe their preferences

towards a particular product. It helps to understand the

demand and various other features to be put inside the watch.

In the

present scenario, youngsters are exposed to new technology

and chronological watches which other companies are making

and selling in the market which attracts them. Mostly

youngsters prefer use and throw type of watches . This survey

describes how younger generation reacts to HMT watches which

is a leading player in the watch market. Watches are now

being described as a fashion for youngsters.HMT watches had

to change its strategies in order to survive in the market.

This study focuses on the area on which HMT watches are

lacking and need to concentrate on it and introduce new

products in the market.

RESEARCH DESIGN

The research design used here is exploratory.

TOOLS FOR DATA COLLECTION

Questionnaire is used for data collection.

METHODS OF DATA COLLECTION

PRIMARY DATA

Primary data is collected through questionnaires.

SECONDARY DATA

Secondary data is collected through company reports, websites

and journals.

SAMPLING AND SAMPLE SIZE

Sampling Method

The sampling method used in this study is convenience

sampling, a category of non- probability sampling.

Sample size

The sample size is 50. The respondents are from Bangalore city.

Limitations

The study is conducted to Bangalore city.

Language was the main problem .

The duration of the survey was less.

PRESENTATION AND ANALYSIS OF DATA

3) Table showing age group of respondents

18-25 1426-35 236-45 1446&above 18

Inference: 14% of the respondents are of the age between

18-25,2% of the respondents are of the age between 26-

35, 14% of the respondents are of the age between 36-45

and 18% of the respondents are of the age between 46& above.

4) Table showing number of male and female respondents

Male 36Female 13

Inference: 36% of the respondents are male and 13% of the

respondents are female.

5)Table showing education level of respondents

Primary 8Higher Secondary 3Graduate 15Post Graduate 24

Inference: 8% of the respondents are primary, 3% of the

respondents are higher secondary, 15% are graduate and 15%

of the respondents are post-graduate.

6) Table showing income group of respondents

Inference:18% of the respondents have income between 5000-

10000, 1% of the respondent has income between 10001-15000,

11% of the respondents are having income between 15001-250000

and 20% of the respondents are having income between 25000&

above.

5000-10000 1810001-15000 11 5001-25000 1125000 and above 20

7) Table showing working group of respondents

Inference:17% of the respondents are students.3% of the

respondents are government employee, 16% of the respondents

Student 17Government employee 3Private sector 16Business 11

are belong to private sector and 11% of the respondents

are from business.

8) Table showing number of respondents who are using wrist

watches

HMT 22Sonata 3Titan 18Timex 6

Inference: 22% of the respondents said HMT, 3% of the

respondents said Sonata,18% of the respondents are using

Titan and 6% of the respondents said Timex regarding using of

wrist watches.

9) Table showing awareness of respondents with regard to HMT

watches

Yes 41No 10

Inference: 41% of the respondents were positive and 10% of

the respondents were negative regarding awareness of HMT

watches.

10) Table showing opinion of respondents regarding other

products of HMT Limited

Inference: 20% of the respondents said tractors , 19% of the

respondents said machineries and 10% of the respondents said

any other product regarding opinion on other products of

HMT Limited.

Tractors 20Machineries 19Any other product 10

11) Table showing number of respondents who have seen the

advertisements of HMT watches

Yes 25No 26

Inference: 25% of the respondents were positive and 26% of

the respondents were negative regarding seeing the

advertisements of HMT watches.

12) Table showing opinion of respondents regarding

effectiveness of media in advertising HMT watches

TV 15Newspapers 5Hoardings 18Wallprintings 11

Inference:15% of the respondents said TV, 5% of the

respondents said newspapers ,18% of the respondents said

hoardings and 11% of the respondents said wall printings

regarding the most effective media for advertising watches.

13) Table showing respondents having said HMT Limited designs

watches for different age groups

Yes 30No 20

Inference:30% of the respondents said yes and 20% of the

respondents said no regarding HMT Limited designs watches for

different age groups.

14) Table showing opinion of respondents on the quality of

HMT watches

Inference:13% of the respondents said excellent , 4% of the

respondents said very good ,15% of the respondents said good

and18% of the respondents said poor regarding opinion on the

quality of HMT watches.

Excellent 13very good 4Good 15Poor 18

15) Table showing opinion of respondents about pricing of

HMT watches

High Price 20Average price 4Affordable 12Low Price 14

Inference: 20% of the respondents said high price ,4% said

average price ,12% of the respondents said affordable and 14%

of the respondents said low price about pricing of HMT

watches.

16) Table showing satisfaction level of respondents with

reference to HMT watches

Delightful 8Satisfied 18Not satisfied 19

Inference: 8% of the respondents were delightful , 18% of

the respondents were satisfied and 19% of the respondents

were not satisfied with reference to satisfaction level with

HMT watches.

17) Table showing respondents opinion about number of HMT

showrooms

Inference: 25% of the respondents have opinion and 24% of the

respondents didn’t have any opinion about number of HMT

showrooms located in Bangalore city.

Yes 25No 24

18) Table showing opinion of respondents regarding customer

service satisfaction level with HMT watches

Inference: 6% of the respondents said excellent ,5% of the

respondents said very good , 8% of the respondents said good

Excellent 6Very good 5Good 8Average 9Poor 22

and 9% of the respondents said average about customer

satisfaction level with respect to HMT watches.

19) Table showing opinion of respondents regarding

knowledge of sales staff

Very High 11High 5Neutral 13Low 21

Inference:11% of the respondents said very high , 5% of the

respondents said high ,13% of the respondents said neutral

and 21% of the respondents said low with reference to

knowledge of sales staff.

20) Table showing opinion of respondents about the range of

HMT watches.

Excellent 8Very Good 3Good 16Poor 23

Inference: 8% of the respondents said excellent, 3% of the

respondents said very good ,16% said good and 23% of the

respondents said poor about the range of HMT watches.

21)Table showing opinion of respondents regarding awareness

of different models of HMT watches

Yes 29No 21

Inference: 29% of the respondents were positive and 21% of

the respondents were negative regarding awareness of

different models of HMT watches.

22) Table showing opinion of respondents regarding awareness

of different recent innovative (emerging) retail outlets of

HMT watches

Inference: 23% of the respondents were positive and 27% of

the respondents were negative regarding awareness of

different recent innovative (emerging) outlets of HMT

watches.

Yes 23No 27

23) Table showing opinion of respondents regarding awareness

of different consumer offers provided by HMT watches

Yes 23No 27

Inference:23 % of the respondents were positive regarding

awareness of different consumer offers provided by HMT

watches and 27% of the respondents were negative regarding

awareness of different consumer offers provided by HMT

watches.

24) Table showing opinion of respondents regarding area of

improvement for HMT watches as compared to others

Quality 16Style 6Pricing 20Use of Technology 9

Inference:16% of the respondents said quality , 6% of the

respondents said style ,20% of the respondents said pricing

and 9% of the respondents said use of technology as an

improvement of HMT watches.

CHAPTER-4

INTERPRETATION AND CONCLUSION

1) 14% of the respondents are of the age between 18-25. 2%

of the respondents are of the age between 26-35. 14%

of the respondents are of the age between 36-45 and 18%

of the respondents are of the age between 46& above.

2) 36% of the respondents are male , 13% of the respondents

are female.

3) 8% of the respondents are primary, 3% of the respondents

are higher secondary, 15% are graduate and 15% of the

respondents are post-graduate.

4) 18% of the respondents are having income between 5000-

10000, 1% of the respondent have income between 10001-

15000, 11% of the respondents are having income between

15001-250000 and 20% of the respondents are having income

25000& above.

5) 17% of the respondents are students.3% of the respondents

are government employee, 16% of the respondents are from

private sector and 11% of the respondents are from

business.

6) 22% of the respondents are using HMT. 3% of the

respondents are using Sonata.18% of the respondents use

Titan. and 6% of the respondents use Timex.

7) : 41% of the respondents were positive regarding awareness

of HMT watches. 10% of the respondents were negative .

8) 20% of the respondents said tractors regarding other

products of HMT. 19% of the respondents said machineries

and 10% of the respondents said any other product .

9) 25% of the respondents said yes regarding seeing the

advertisements of HMT watches and 26% of the respondents

said no.

10)15% of the respondents said the TV is the most effective

media in advertising of watches. 5% of the respondents said

newspapers.18% of the respondents said hoardings and 11% of

the respondents said wall printings .

11)30% of the respondents said yes regarding HMT watches

company designed watches for different age groups and 20% of

the respondents said no .

12)13% of the respondents said excellent regarding

opinion on the quality of HMT watches. 4% of the respondents

said very good .15% of the respondents said good and 18% of

the respondents said poor .

13)20% of the respondents rated high price about pricing of

HMT watches.4% of the respondents rated average price .12%

of the respondents rated affordable and 14% of the

respondents rated low price .

14)8% of the respondents are delightful with reference to

satisfaction with HMT watches. 18% of the respondents are

satisfied and 19% of the respondents are not satisfied .

15)5% of the respondents have opinion about HMT showrooms

located in Bangalore city and 24% of the respondents didn’t

have opinion about HMT showrooms .

16)6% of the respondents said excellent about customer

satisfaction level with respect to HMT watches. 5% of the

respondents said very good . 8% of the respondents said good

and 9% of the respondents said average.

17)11% of the respondents rated very high with reference to

knowledge of sales staff. 5% of the respondents rated

high .13% of the respondents rated neutral and 21% of the

respondents rated low.

18)8% of the respondents rated excellent about the range of

HMT watches. 3% of the respondents rated very good .16% of

the respondents rated good and 23% of the respondents rated

poor .

19)29% of the respondents said yes regarding awareness of

different models of HMT watches and 21% of the respondents

said no.

20)23% of the respondents said yes regarding awareness of

different recent innovative (emerging) retail outlets of HMT

watches and 27% of the respondents said no .

21)23 % of the respondents were positive regarding awareness

of different consumer offers provided by HMT watches and 27%

of the respondents said no.

22)16% of the respondents said quality as an area of

improvement of HMT watches. 6% of the respondents said style

.20% of the respondents said pricing and 9% of the

respondents said use of technology .

CHAPTER-5

SUGGESTIONS AND RECOMMENDATIONS

1) HMT Watches have to take new promotional activities like

entering back to media (television) and it should

advertise in FM radio channels as now a days most of the

people hear FM radio channel and bill boards across the

street and hoardings in front of watch shops.

2) Communicating with customers frequently is required to

update them about different offers which will be provided

by HMT, this could help increase the sales. Since maximum

of Indians are price sensitive offers like discount sale,

buy 1 get 1,exchange the old for new,etc. will attract

customers.

3) Apart from the quality of HMT watches, there should be

other features like product design, use of new

technology, etc.

4) It is recommended that sales staff should attend the

queries of the customer immediately once they get so as to

increase the customer satisfaction level.

5) New stylish, less weight, funky colours, technical

watches should be included in the range of HMT watches.

6) HMT watches should be promoted to malls and other places

which can attract huge crowd in that area through popular

showrooms.

7) Window displaying should be done colourfully using

attractive watches which could meet the expectations of

the customers.

8) Customers should be made aware of the HMT show rooms

through mails, messages, calls, etc. Other way is to make

people aware is through banners, billboards, etc.

9) HMT watches have to change its strategies in order to

retain its customers .

10) New models of HMT watches should be promoted through

banners, holdings, media to get more customers.

Bibliography

www.hmt.com

HMT watches-Fabulous Range

HMT watches-Maximum Retail Price List

Annexure

I am Bipin Kishore Kerketta ,a final year student of MBA

from Rajagiri Centre for Business Studies, Kakkanad , Kochi..

As a part of my curriculum activity, I am doing a research

study on “Why HMT watches are not being preferred by younger

generation”. I need your valuable contribution by answering

the following questions to complete my research study. Thank

you. Have a nice day.

1)Name:

2)Address:

3) Age:

a) 18-25 b) 26-35

c) 36-45 d) 46 & above

4 ) Gender:

a) Male b) Female

5) Education Level:

a) Primary b) Higher secondary

c ) Graduate d) Post Graduate

6) Income Group:

a) 5000-10000 b) 10001-15000

c) 15001-250000 d) 25000 &

above

7) Occupation:

a) Student b) Government

Employee

c) Private Sector d) Business

8) Do you use wrist watch if yes which make?

a) HMT b) Sonata

c) Titan d)

Timex

9) Are you aware of HMT watches?

a) Yes b) No

10) What are the other products of HMT that you know?

a) Tractors b)

Machineries c) Any other product

11 ) Have you seen the advertisements of HMT watches?

a) Yes b) No

12) Which media is more effective for advertising HMT

watches?

a) TV b)

Newspapers

c) Hoardings d) Wall

printings

13) Have the HMT watches company designed watches for

different age groups ?

a) Yes b) No

14) What is your opinion on the quality of HMT

watches?

a) Excellent b) Very

good

c) Good

d) Poor

15) What is your opinion about the pricing of HMT

watches?

a) High Price b)

Average price

c) Affordable d)

Low price

16) How satisfied are you with the HMT watches?

a) Delightful b)

Satisfied c) Not satisfied

17) Do you know where & how many HMT showrooms are

located in Bangalore city?

a) Yes

b) No

18) Rate the customer service satisfaction level

a) Excellent

b) Good

c) Average

d)Poor

19) Rate the knowledge of sales staff

a) Very high

b) High

c) Neutral

d) Low

20) What do you feel about the range of HMT watches?

a) Excellent

b) Very good

c) Good

d) Poor

21) Are you aware of different models of HMT watches ?

a) Yes

b) No

22) Are you aware of different recent innovative outlets

of HMT watches ?

a) Yes

b) No

23) Are you aware of different consumer offers provided

by HMT watches ?

a) Yes

b) No

24 ) What should be the area of improvement for HMT watches

as compared to others ?

a) Quality

b) Style

c) Pricing

d) Use of technology