Customer satisfaction for Fastrack watches- a mini project taken during the academic year 2012.

1. Researcher:
Belli P K
S2 MBA
Under the guidance of:
Asst Prof Dhanya J S
Department of business administration

2.  Olden
days watches were a need, but now it
has become an icon for style.
 From need it became a demand
 So the customer satisfaction plays an
important role in the watch industry also
 Timex, citizen and Titan are the leading
brands in India
 Fastrack is a sub brand of Titan
 Fastrack has become a fashion statement
since its inception

3. Titan is a joint venture between the Tata Group,
and the Tamil Nadu Industrial Development
Corporation (TIDCO). Titan Watch division was
started in 1987.
 Its product portfolio includes watches,
accessories and jewellery, in both contemporary
and traditional designs.
 Fastrack is the brand for the young generation
which is part of the Titan brand.
 Fastrack was launched in 1998
 promoted with the slogan "Cool Watches from
Titan”
 Fastrack has an established brand image for
quality, price and ranges of style it offers.


4.  Barry,
Ann Marie Seward: Visual intelligence,
1997.
 David S Landes; Revolution in time, 2004
 Peter Bron; Wrist watch annual, 2004
 Philip Kotler (2006) ,“Marketing
management”, 10th edition

5.  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.

6.  The
study aims at identifying the extend to
which the product quality of a watch affects
its competitiveness
 The outcome of the study reveals the current
perception about the watches rooted in the
minds of the customers which could be
useful in formulating the strategies in future
operations of the company, for the
attainment of its goals in this competitive
scenario.

7.  adopted
Non-probability sampling.
 SAMPLE SIZE
50 respondents are chosen as a sample size
for the study.
 DATA COLLECTION
Target Audience: Fastrack watches customers
in CET campus, Sreekaryam, Trivandrum
Area of Study: CET campus, Sreekaryam
region.
 Statistical tools applied: Chi square,
percentage analysis

8. 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.

9. 56
60
PERCENTAGE OF THE RESPONDENT
50
40
30
22
20
20
10
2
0
Strongly Agree
Agree
Disagree
Strongly Disagree

10. 46
50
PERCENTAGE OF THE RESPONDENT
45
40
35
30
30
20
25
20
15
10
4
5
0
Excellent
Good
Satisfactory
Poor

13. Fastrack watches are good than its competitors
 Fastrack watches and other Titan brands only
differ in price range
 Fastrack watches are affordable.
 Fastrack should better its customer care with
more pleasing nature, willing to help them etc in
order to attain the customer satisfaction.
 Majority of customers are satisfied with product
range of brand.
 Fastrack watches website have excellent rating
and it can be further improved again by
including detailed information of various
vouchers, offers & promotions related to their
products


14.  Website
of Fastrack can be improved again
 implement online ordering and selling.
 service personnel should be given proper
training
 Fastrack should improve its customer service
quality to retain and satisfy customers

15. 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.

16. 
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