Consumer Behavior of Titan Raga

Submitted By- Roopali Trivedi- 05

Submitted By- Roopali Trivedi- 05

Submitted To- Dr. Amit Jain

Submitted To- Dr. Amit Jain

Tailoring consumer engagement for celebrating the woman of today

Tailoring consumer engagement for celebrating the woman of today

Titan Raga consumer behavior

Titan Raga consumer behavior

TAPMI School Of Business.

TAPMI School Of Business.

The saga of changing industry and evolving consumer base

Over the past few years the watch market segmented towards woman witnessed a growth in the face of economic headwinds and frequent marketing ineffectiveness. Millions of Indian women entering the country's workforce today are set to make the country 12 per cent richer by 2015 and 25 per cent richer by 2025, according to a recent study commissioned by the private-equity fund Everstone Capital. There is also a big push amongst urban families to have two incomes, and cultural changes are reflecting this because there is now more acceptance towards women working. Retail brands stand out as major beneficiaries from the change as companies will increasingly tailor their products to the financially independent woman. Indian companies are noting the growing female literacy rate, growing working women population, growing social freedom, growing social media networking and the increasing female consumption, and overall it will challenge old male bastions and biases in society as well as change corporate behaviour when it comes to companies branding their products. Another major shift is the rise in women's income, contributing to the "girl power" economy. A recent survey by the Indian Market Research Bureau (IMRB) showed that the average monthly income of women living and working in urban areas in India had increased from 4,492 rupees in 2001 to 9,457 rupees in 2010. This in turn led to a huge increase in savings.1

Indian women's freedom to make their own decisions has also gone up, shaping marketing and branding trends. "The percentage of...