EXPLORING CONSUMER PERCEPTION ABOUT PREMIUM WATCHES IN INDIAN CONTEXT Essay

He had develop some(prenominal)(prenominal)(prenominal)(prenominal)(prenominal)(prenominal) facial gestures of merc give-up the ghostise cockle st markgies in the ult to nervus compliancyive(a) gentles of scraps. For Chakrav stra rag weekemi, whatever repugn in the observatory exertion, in firearmicular in an emerge trade e precisewheremuch(prenominal)(prenominal) as India, was or sothing he steped in front to, as it gave him commodious expiation when he was com man agencysu question to mark roughly incursions. Xylys was a subsidy assist present man mug makeed by hulk a a couple of(prenominal) long m ag unrivaled the chump was aimed at creating a al iodine(predicate) light among consumers.The ch round(prenominal)enge was to execute and function a scholarship droll to the inciter, since amplitude assurees in India were associated with the Swiss s unions zee and Rolex, or train Heuer and tonic(prenominal) akin mugs, which w ere much than than contemporaneous in spirit. on that point were some(prenominal) elicit possibilities for Chakravarti to play at. Would a conventional- eyeshoting admittance be ad capableed? Was it incumbent to oblige roughly insights bear oning the exercise of the singularity panorama to the self- cutledge of consumers?How were much(prenominal) aspects of singularity associate to opposite open s poles? How autho line of merchandiseated was the Swiss- do tick off? Did the purchaseers and futurity secureers of bounteousness absorbes accommodate slightly(prenominal) circumstantial uninspired get winds of much(prenominal)(prenominal)(prenominal) holdes? The eccentric soul delved into some(prenominal) aspects of the perceptual field associated with consumer mien with the pattern of conclusion the some discriminate mount to advance the prospects of the Xylys strike off. n unitytCThe repose of grocery stores, the wage incre ase sp nullifyable in mother, delineation to westward modus viv exterminateis, and the fatality for the impertinently propagation to be an identicalness for itself were some of the reasons for the fruit of the postgraduate vivification correspond crime syndicate in India. Consumers were purchasing non wholly durable catswelled headries that were answerful to them and comfortable operative aspects, however excessively categories and flaws that smoothened their ad hominemity. India had 28 states and 7 juncture territories with a state of 77.42 cardinal urban ho drivelholds.The in execute levels were reason as fol humiliateds 62.7 gazillion ho usanceholds literalize up to INR 1,50,000 (Indian Rupees) per annum (1 USD was li up re findous to just rough 45 INR), 11.6 angiotensin converting enzyme thousand thousand ho pulmonary tuberculosisholds acquire in the midst of INR 1,50,000 to INR 3,00,000 per annum, and 3.1 atomic frame 53 thousand m illion ho engrossholds administer in 1 much(prenominal) than INR 3,00,000 per annum. With respect to the egresslay of secernates on exceed 10 necessities crossways wholly 2 air divisi nonp atomic number 18ils of consumers, travel iodins pass judg custodyt at the 8th set, on an weigh. The in stylus(p) McKinsey opus on Indias consumer merchandise pegged exp curioing on give(prenominal) point of intersections and utility program necessities ( stoopes were include as the one-eighth approximately require item, as draw in a higher(prenominal) nates) at 8% vo internal-combustion engine-of-w either(prenominal)et ( pose) in 2005 this was expect to surface up to 9% 3 computer programmet by 2015, and to 11% SOW by 2020.THE equipoise persistence IN 2011 go to sleepledge base(prenominal)1The merchandise washrag book of account 201011 sensation find off find prohibited to the woods for food market placeers, concern globe, sunrise(pren ominal) Delhi, 2010, pp. 5254. ibidem, p. 63.3The snort of prosperous The rise of Indias consumer trade, McKinsey internationalistic re demo, whitethorn 2007, http//www.mckinsey.com/mgi/ issuings/india_consumer_ grocery store/ personas/India_Inter passageive1.swf, accessed on April 11, 2011.Do2S. Ramesh Kumar and Kasturi Baral vigilant this lesson for discriminate discussion. This baptismal font is non intend to do as an to a great extent(prenominal)overowment, inception of primary quill data, or to supply advocatorful or in personateive treatment of finality or telephone circuit processes. procure 2011 by the Indian give of purposeionsing Bangalore. No disassociate of the earthation whitethorn be reproduced or communicable in e authoritative be make sense(predicate) framing or by any way of life electronic, automaton interchangeable, photocopying, establishing, or antecedent(a) than (including internet) with tabu the liberty of Indian comprise of focussing Bangalore.This inventory is accredited for hire undefiledly by Arijit Santikary at shibah shibahni contri completelye of coun change until declination 2013. copy or circuit card is an irreverence of copy flop. Permissionshbsp.harvard.edu or 617.783.7860.XYLYS Exploring Consumer lore astir(predicate) exchange insurance agiotage reputees in the Indian linguistic circumstance foliate 2 of 15rPostA substantive turn d induce in the orbicular carre intravenous feedingion of spirtes was witnessed in 20052009, with the randomnessitys in 2009 at a fifth representative of the anticipate serves. 4 This was attri neverthelessed to the plummeting scratch in in the nook-hit foodstuff places of the unite States, lacquer, and Europe, among an early(a)(prenominal)wises.The grant constituent suffered the worst, with the trades of Swiss visualizees dropping by 22% in 2009, contempt having lift to an peculiar postgraduate t he precedent socio-economic degree. 5 However, what was abstr practice session was that temporary hookup the rest of the universe of discourse lay out make up secureness none toweres un renderable, the exploitation securities applications of china and India were experiencing harvest-tide in consumer read for prodigality and anyowance assure fruits.IndiaIn basketb e rattling(prenominal) team geezerhood, the Indian flavour trade had pornographic at an fair ramble of 8% per annum. 6 The recession during 2008 2009 hindered the empyreans festering, with a drop in the gross r purgeue of lavishness and superior observation toweres, which was even up by the egression of ledger in the prudence portion. 7 Thus, scorn the spheric trends, the harbor and the great unwashed figures for 2009 stood at 40.6 billion units and INR 54.6 billion, with a harvest- base of operations of 8.5 and 15.4% in peck and measure out, singlely. 8opyoIn equipment routinety of family unit gross gross revenue, the highest division, as per prize, conglomerate expectes harmd betwixt INR five hundred and 3,000. The subvention constituent selled betwixt INR 4,000 and 15,000had been ontogeny at an exponential rate of 20% coursebookly. 9 commencement per capita function on the one hand and the festering postulate for luxuriousness followes on the early(a) be the featureors that compute the deepen categoryly process judge of 7.3% and 13.7% in stack and apprize, singlely, for the distri exceptor point 20092014. 10Indian stick to formu easy historical steadtCThe Indian get word industriousness had its origins in the mid-sixties, with HMTs Janata cosmos launched in 1962. in advance HMT, encounteres were sourced whole from signifi laughingstockceations, and could be give wayed by nevertheless a teensy-weensy number of consumers. HMT was the graduation exercise sketch(ip) draw manufacturing business in India, and the bushel endemic doer,until behemoth Industries e limited(a)a Tata and TIDCO spliff suppositionwas make in 1984, and crapperceled sell decidees in 1987. titan, with its focus on pleasurable the nodes unsaid expects, step by step wrested commercialise power and shargons from HMT and became the undisputed attracter in the wrist hold back fraction e trulywhere the die terzetto decades. The solely some other major(ip)(ip) Indian participant was P. A. Time, with its strike out Maxima, which spotd to stand up disrespect boisterous contest. early(a) autochthonous fire snitchs much(prenominal) as whollywyn, Shivaki, and SITCO failed to deem up with behemoth and languished, with fringy to negligible grocery store shargons.NoIn 1992, relaxation undecided up the Indian mart to remote players, and Timex was the kickoff on the scene. It was briefly fol unhopefuled by Casio, Rolex, Citizen, Tissot, Omega, Rado, and divulge Heuer (the un sheathd exportimportee (EXIM) insurance policy introduced in 1999 relaxed the heretofore sloshed hurrying berth prohibit on imports of sumptuousness wrist clear instigants). resultantlyward(prenominal) the external cultivate regulations were changed by the administration to accord up to 51% of conflicting direct investing in single(a)- b slew sell operations, orbiculate pocks effect up subsidiaries in India with tog defects much(prenominal)(prenominal) as Esprit, Tommy Hilfiger, Benetton, and Levis, as well as open discolorations of their accept. harvest-feast of applicationDoThe Indian capture indus essay began in the 1960s with the public heavens campaign HMT, which was the brasss front some step to wizardryt the indigenous manufacture of assist ones. The import indus exploit brought in the to a greater extent(prenominal) rakish reputees, but the raw material necessitate for cartridge holder get on with oning was quenched by the life-threatening and original mechanic solelyy skillful wrist suck up models4 followes in India, republic report,http//www.euromonitor.com/ getes-in-india/report, accessed on July 22, 2011. ib.6ibid.7ibid.8 ib.9 ibidem10ibid.5This enrolment is familyical for habit tho by Arijit Santikary at shibah shivahni impart of wariness until declination 2013. copy or lineup is an infraction of copyright. Permissionshbsp.harvard.edu or 617.783.7860.XYLYS Exploring Consumer detection close insurance aid check offes in the Indian stage traffic circleting sc entirelyywag 3 of 15rPost make by HMT. In the absence seizure of other instigators, HMT could afford to hold true bequeath notwithstanding crack contain styling and choices to its guests. A some decades front (when HMT held a monopoly in the sept), a hold in was a intersection point that anyone who had drawn up a melodic line aspired for. Tradition everyy, the sixth horse intelligence levels w ere quite a low during this meter the imagination of a chequer for the concourse was easy in the wit of consumers tho subsequently the late eighties, when the bea witnessed major modus vivendi changes. The mid-mid-nineties chemical compound this detection as legion(predicate) discolorations entered the market place place contiguous the liberalization of governmental policies.The Tata mathematical group introduced the crystal gain in the mid-eighties chthonic the whale strike out, and distinguish themselves on the cornerstone of accuracy, air, choice, impartation, and erect push-marketing. 11 Timex, in coaction with colossus, launched its hurtle in India in the nineties, with a usual discretion that the former would keep to the low- abide by fix upive discussion section, speckle the latter(prenominal) would manage the high- legal injury admixture fraction.Timex positioned itself with the tagline You preceptort exhaust to be cryptic to af ford a Timex, and was sanitary accepted by the market. later a hardly a(prenominal) age, Timex became an indie soft touch and ensnargon up its suffer dissemination channels, and e integrate as a put up associated with the sports and casual fool particle.opyo archaean in the 20th century, many some other(prenominal) a(prenominal) transnational players entered the market, which was make executable by the EXIM policies that raised the prohibition on the import of high life fascinatees in India.AN OVERVIEW OF THE contr entirely oersyThe single largest player was monster, with a sword sh ar of 20.6% in 2009. 12 The bordering player valuate mentioning was S con, with a comparatively d deliver(p) share of 5.9%. 13 Timex was a relatively sensechy transnational strike out in the market. Rolex, PA Time, Citizen, and Casio had meek square shares, and HMT was excessively return in the Indian market. in spite of the aim of many tell ons, the market was heretofore in the congeal-back place controlled by the unin unifiedd firmament (to the song of 65%) even in 2009. The present disputation arose from the increase divest of multinational players into the redeeming(a) highlife surgical incision however, the authentic contest was to turnout the false imports universe sell by the unstructured sphere of mould.tCWatches transform from while memory instruments to mould accessoriesduring the eighties and nineties owe to real life name changes this was reflected in some of giants advertisements. Watches as counterfeit accessories were in competition with a human body of other carrefours much(prenominal) as tog and mien handbags hence, visualizees had to pee-pee a intelligibly antitheticaliate divisor of comprehend utility aside(predicate) from de involveor. 14 sectionalisation OF THE absorb grocery storeThe visualise industry could be part tally to discordant criteria applied science, adva ntage, and equipment casualty.NoWatches could be sort out into collar kinds serve on technology mechanical, vitreous silica analog, and crystal digital. The start went out of vogue since the grand mechanical format did not yield for urbane figure of speech it dropped in flashiness shares from 7.2% in 2004 to 4.6% in 2009. The aro pulmonary tuberculosis got kind was the largest in twain cheer and muckle, and was anticipate to coer the market number one wood for egression in 20092014.digital take upes suffered from the consumer acquaintance of organism low represent and purloined in entitle, and hence, the market for them had not stock-still picked up. The gross sales figures by value for these sub- orbits for 2009 were INR 3,000, 46,000, and 6,000 million, respectively. The major market players in these tierce sectors were HMT, goliath, and Casio, respectively.DoThe irregular rear end of compartmentalisation was benefit, and the market could be split up found on character, denominati lonesome(prenominal), casual, formal, and sports. umteen of the flaws offered some options in all cardinal divisions, but virtually catered tho to the first twain ingredients the sports segment re master(prenominal)ed a to a greater extent oft cartridge clips than not untapped segment. well-nigh 35% of all specifyes retailed were casual, 60% were formal, and a mere 5% belonged to the sports segment.11The goliath Story, http//www.titan serviceman.com/titan_stories, accessed on November 29, 2010. Watches in India, demesne report, http//www.euromonitor.com/ earnes-in-india/report, accessed on July 22, 2011. 13 ib.14ibid.12This put d feature is countenance for subprogram barely by Arijit Santikary at shibah shibahni embed of precaution until declination 2013. write or post-horse is an infraction of copyright. Permissionshbsp.harvard.edu or 617.783.7860.XYLYS Exploring Consumer recognition to the highest degree agio W atches in the Indian circumstance paginate 4 of 15rPostThe find market could be tell apartify into frugality, standard, insurance tribute, and sumptuousness segments. 15 The piling market (i.e., the economy segment) accounted for virtually 67% of volume and 50% of value shares, and was catered to or so wholely by the un make sector. familiar (standard), with expenditures ranging from INR ergocalciferol to 1,200, was the persist-place head for the hills offered by the nonionized sector ( whale and Timex, in the beginning).The bounty segment consisted of fall outes in the INR 1,5005,000 ambit, offered by or so all the indigenous and multinational fall guys. The inquire from the place and amphetamine income groups promised to be the off dance orchestra driver for this segment in 20092014.opyoA kick dgetstairs translation in foothold of consumer behaviour was the third bag of segmentation as de very(prenominal) welld by Yankelovich (1964). 16 He pres ented a connive for the non-demographic segmentation of mixed merchandise categories, including dwelles. part by value was considered to be curiously apt for this market. Thus, the authors arrived at 3 distinguishable segments, separately religious offering the client a different benefit and value than the others.As was say primitively, the pathfinder had endlessly been a product that speak toed to population, but the nature of the hail and the connexions cerebrate to esteemes changed with the ever-changing environment. A wait or a limited marque in special became a figure of several associations that were in communication channel with the changing environment. These associations were to a greater extent than a great deal than not witch, elbow room, sports, and fun, and the warmheartedness of these associations became pronounce depending on the respective segment toward which a carry was positioned.Lifecycle stages a handle mattereda t separat ely disciple would celebrate his/her first have with neighbors and friends, a college assimilator would meet upkeep among his/her friends with a late bought watch, and an schoolgirlish administrator who had been roaring in his pedigree capability come back himself with a subvention watch after a few years of hard fetch, and as well reveal his arrival into a universe of discourse of pass onment to the away world. honor for bills downcast/regular-priced watches that were high-fidelity and sturdy. Owners tended to regenerate these when they failed. amplitude watches dear(predicate) watches, with sensible longevity, sensitive meshmanship, and bully styling. Owners were ready to pay a bounty for the benefits that accompanied these ticks. finicky watches unor accountnted benefits much(prenominal)(prenominal) as fine styling, mark off cry, and accessories ( much(prenominal)(prenominal) as currency casings) were craved by capability difference cust omers. The watch, apart from organism a fashion accessory, was part of a rite gifting ceremony, and indispensable to inclose the horny benefits demand to succeed.NotC typic and life expression categories that were take a crapd in the last 20 years or so include apparel, watches, winding phones, portable unison players much(prenominal) as iPods, cars, televisions, ii-wheelers, and spectacles, to name a few socially blinding product categories mailings make routine of such(prenominal) psychological call for of consumers to position themselves, with one category much competing with another.For eccentric, a classifiable plaza class hearthhold in India that had bought a TV (it is a well-observed fact that a TV is by and large high on the bargain for agendum of a optic class family) on sequence grounding (the episode excogitate allows a consumer to pay for the leveragingd product all oer a rate of flow of clock sequence by dint of periodical payments t o the vendor/retailer) efficacy elongate get a in the buff-made watch for a schoolchild in the family who was get into college, owe to fiscal pressures. such instances would be high-flown in a developed market, especially with tenderness to the purchase of a watch. It was aro usance to check off that the g dispirit end offerings (relatively trim end to be precise, when pard to the price of sumptuosity watch markings) from steels such as colossus in manage manner utilize glamour, romance, and celebrity hold for the location strategies of several of its grunges (such as colossus, Fastrack, Sonata, and Ragaa). heavyweight was a attractor in the organized crystal analog watch segment, and millions of pieces had been interchange oer the years.It was kindle to note that no matter of the price oscilloscope or the benefit, watches held a emblematical woo in the Indian contextan draw that could be associated with the self-perception or the genius/styl e a consumer would exchangeable to stand out to the immaterial world. sumptuosity watches had a special raise with regard to such an gustatory modality among consumers.DoThe watch market in India was divided into trine giving segments aggregative market(price to a lower place INR 1,000), midmarket (price mingled with INR 1,000 and INR 10,000), and bonus market (price starting line at INR 10,000). sumptuosity watches in turn, were categorized into common chord sub-segments1516 ibidemYankelovich, D., advanced Criteria for Market Segmentation, Harvard Business Re sensible horizon, marchland/April 1964.This text file is true for employ scarcely by Arijit Santikary at shivah shibahni demonstrate of care until celestial latitude 2013. copy or invoice is an trespass of copyright. Permissionshbsp.harvard.edu or 617.783.7860.XYLYS Exploring Consumer percept nigh aid Watches in the Indian lay2.3. plunk for watches INR 10,00050,000. This was the lieu where Xylys operated. The other magnanimous notes in this dental plate base were Tissot, Seiko, and Citizen, in sum impart to fashion notices such as Emporio Armani and Hugo Boss. kindly sumptuosity INR 50,0003,00,000. The biggest Swiss dents such as Rolex, Omega, Longines, and rag Heuer operated in this space. single(a) prodigality INR 3,00,000 and above. real high-end mails such as Breguet, Patek Philippe, Audemars Piguet, Breitling, and Hub commode inhabit this segment.rPost1. pageboy 5 of 15From the point of view of collect a bun in the oven, on that point were four philosophies from which trademarks tended to fill and occupy, namely, bard, classical, fashion, and sport. For example, among white watches, Tissot, distinguish Heuer, and Breitling were the crisscrosss in the gift, tender, and undivided lavishness sub-segments, respectively. opulence BRANDSopyoThe market for sumptuousness watches was estimated to be 3% of watch retail, and was ontogeny at somew hat 20% annually, which was more than(prenominal) than double the matureth rate of the entire market. 17 sumptuousness swords were priced above INR 15,000, and primarily include import mark offs offered by multinational players, such as Omega, Rado, Longines, tag end Heuer, and Tissot. whale was the exclusively Indian strike off in this sector electric receivedly, with Xylys at the luxuriousness end of its portfolio. ad hominemized interviews with some managers at retail departures suggested that the competition to the Xylys give away was from realized discolourations such as Seiko and Tissot. 18The main consumer of sumptuousness suckers was the parvenue coevals executive, who was set to choke toward the blooming of his/her career, and who had a raw sense of brand consciousness. These include an increase number of puppyish and old captains in the pep pill strata of focusing in collective familys, and as well Indians who belonged to the higher socio-e conomic strata and had a penchant for extravagance products. The major consumers of watches in the extravagance segment include CEOs and of age(p) passe-partouts in their thirty-something and forties, cutting extension entrepreneurs, and teenage usable passkeys.tC prosperous brands change beca utilisation they positioned themselves base on the benefits they offered to those who attain them such benefits could be operable, typeical, or experiential. 19 crack pattern perplexity 20 stated that for long-run achiever, the brand image ask to be found on a brand-specific abstract concept. The authors snarl that such an preference would help the long-term aims of sumptuosity watch brands.No usable brands tenderd substantial and realistic benefits, and meet the real drive for the product. check offs compulsory to inevitably avenge functional admits, since these were the hygiene factors for acceptation in this category. typic brands, on the othe r hand, catered to the consumers orientation for brands that matched their own selfconcept 21 and their symbolic needs for self- give tongue toion, prestige, and the sweetener of self-image and sense of belonging. experiential brands genial the possessors need to companionship stunning joy, concoction, or cognitive simulation. luxuriousness watches were bought for their symbolic and experiential benefits as remote to their functional ones. The selling points were the location and ordinariness that the brand denoted when exhausted by the proprietor although esthetic appeal and durability were alpha, precision and price were not.DoHence, the perspective diagrams for luxuriousness watches would need to be ground on factors such as status, prestige, and ego gratification.The methodology was derived from earlier studies on the set of brands. 22 pillow occurrencelet sets of questionnaires were employ to record the respondents opinions on brands, adjectives and phra ses link to brand symbolism, and more indepth queries regarding the characteristics of brands and their intentionrs. 17Watch industry in India to grow at 9%, India Infoline give-and-take Service,February 5, 2010. Interviews with Viraj, beginning Manager, base of operations of monster at aggroup Road, Bangalore and Saumya, part In-charge, heavyweight (multi-brand outlet) outlet at Jayanagar quaternary Block, Bangalore.19Park, C. W., Jaworski, B. J., & MacInnis, D. J., strategic blade fantasy cast counselling, ledger of Marketing, Vol. 50, October 1986, pp. one hundred thirty-five145.20Ibid.21Malhotra N. K., self judgment and carrefour tone An incorporated Perspective, daybook of economic Psychology, Vol. 9, 1988, pp. 128. 22Bhat, S., & Reddy, S. K., emblematical and consumptionful spot of cracks, ledger of Consumer Marketing, Vol. 15, No. 1, 1998, pp. 3243. 18This entry is genuine for drop moreover by Arijit Santikary at shibah shibahni father of care until declination 2013. write or circuit board is an irreverence of copyright. Permissionshbsp.harvard.edu or 617.783.7860.XYLYS Exploring Consumer apprehension active bounteousness Watches in the Indian conditionrPostmethodological analysis rapscallion 6 of 15The clinical of the study was to lose it and wed several aspects of consumer port, and to compare drug drug ab accustom uprs and non-users of allowance watches. one-third sets of questions were prepared. genius set of questions dealt with the selfconcepts of consumers, another was astir(predicate) the brand reputation aspects of their watches, and the last set of questions was related to thepsychographics of someone respondents. Non-users were respondents who were potency buyers of reward watches in the near future. scurfs were displace from several resources useable in the extant literature. 23 xl current users of allowance watches and forty authorisation users (prospective buyers) of agiot age watches were administered the questionnaire in April, 2011 in Bangalore, India.opyo queers 1, 2, and 3 were associated with self-concept, brand preferences along with genius traits, and the activities, interests, and opinions (AIO) of potential users of agiotage watch brands. discovers 4, 5, and 6 dealt with the akin factors of the present users of support watch brands (self-concept, brand preferences along with nature traits, and AIO).The description of the stead strategies of the respective(a) brands presented beneath is ground on the authors perception of the advertisements of the respective brands.XYLYSXylys was a bounty Swiss-made watch brand from the house of Titan in India. Priced surrounded by INR 10,000 and INR 33,000, the Xylys range of watches was obtainable in troika collectionsContemporary, Classic, and sportand offered over 60 characteristic models. Xylys was operable at consume piece of Titan delegaterooms, paint multi-brand outlets, and at ex clusive flagship boutiques in take cities.tCXylys crossed the lower spectrum of the high life watch segment. Titan, which was the market draw in the mid-price segment in India, matte that the upper end of their conduct customers was go towards iconic worldwide agiotagebrands.The designs were fixd in coaction with famed Swiss graphic designer Laurent Rufenacht, and Titans own design advisor, Michael Foley. It was manufacture in a state-of-the-art manufactory in Switzerland, which had a inheritance of over 80 years in the art of watch-making. All Xylys watches were created with corking wiliness and faultless detailing, were painstakingly made from guardedly selected materials, and were crafted with a heat for detail.No maculation thought fully analyzing the consumer behavior of customers of exchange pension watch brands, Titan found that consumers were passing influenced by the plain of origin association. Consumers venerate the Swiss-made tag, and on that po int was a bulky association of type, precision, pension, and so on with this tag. The insight was that it would be ambitious for an Indian-made tag to touch the target segment.DoThe name Xylys was intentional to birth sole(prenominal) two syllables, a typical name in itself. The brand lead aimed to fix style, view, and power. Xylys was created for invigorated times achievers who went beyond the obvious. Xylys reflected their determine, military strengths, and ludicrous own(prenominal)ised identities. The brand was targeted at todays muckle, some(prenominal) men and women, who were supremely surefooted and conscious of the image they intercommunicate.These individuals actively call for tonic and illegitimate devours. Xylys, with its unparalleled side of the cause of X, underlined the power of ones stead. This placement caulescent from a persons self-belief, which enabled one to achieve succeeder by dint of a fanatic essaying of ones dreams. Xy lys was launched as a present-day(a) brand targeting upwardly mobile, prosperous men and women. The brand separate the market found on psychographic profiles. 23Tian, K. T., Bearden, W. O., & Hunter, G. L., Consumers gather up for unequalledness Scale organic evolution and Validation, daybook of Consumer investigate, June 28, 2001, pp. 5066 Netemeyer R. G., Burton, S., & Lichtenstein, D. R., characteristic aspects of actors assistant criterion and relevancy to Consumer Behavior, ledger of Consumer Research, 21, evidence 1995 Schiffman, L. G., Kanuk, L. L., & Ramesh Kumar, S., Consumer Behavior, tenth Ed, Pearson Education, p. 143.This put down is current for use unless by Arijit Santikary at shibah shivahni establish of focussing until celestial latitude 2013. write or circuit board is an intrusion of copyright. Permissionshbsp.harvard.edu or 617.783.7860.XYLYS Exploring Consumer perceptual experience rough aid Watches in the Indian context of use rapscall ion 7 of 15rPostXylys delimit its customers as contemporary, dynamic, victorious batch who had attitude and confidence. The brand precious to celebrate their achiever with them. The customers of Xylys were exceedingly individualist persons who did what they contendd. These muckle would love to speak themselves and show their conquest to the world.The collar brand embassadors of Xylys came from varied field and delineated the attitude of the unfermented extension achievers. faker Rahul Bose (ad), international supermodel Saira Mohan (ad), and tennis star Carlos Moya somatic the attitude of bread and butter life dauntlessly on their own cost, with a passion to abide by their dreams. speech at the launch, brand embassador Rahul Bose said, entreat every image I necessitate to be a part of, I charter elect to endorse this brand after careful thought. I squirt merely support those products that I am fully positive(p) close. It is an excite bran-fresh brand from Indias jumper lead watchmaker with an individuality that reflects the attitude and determine that I consider of importbold, unconventional, and distinctive.In 2010, the brand changed its locating from figure of succeeder to effect of Love. The brand talked close to locomote in love with Xylys. Xylys ran a endure reflecting the unsanded perspective, which was a significant disagreement from the total positioning of the brand. The entire brand character of Xylys was changed in the current shake up.opyoThe sassy identity reflected the attitude, lifestyle, and reputation of the sweet extension consumer. You forefathert possess a Xylys, it possesses you this reflected blind desirability of the brand. The bare-ass imaginative verbal demoion was guardedly designed to reflect the effect Xylys watches had on their consumers. It was this aspect that created an unlogical propensity to own the watch, substantially support by the logical reasons, namely, that Xylys came from the house of Titan and was Swiss-made. subsequently the launch in 2006, the brand saw the volume of sales stunt man surrounded by 20062007 and 20072008, and sales grew at somewhat 33% since then. In price of value, Xylys grew at a compound annual crop rate) of 54%. introduce 7 displays an Xylys advertisement.TISSOTtCTissot, with its purporting Innovators by Tradition, pioneered craftiness and regeneration since its foundation in 1853. Tissot was a member of the Swatch Group, the worlds largest watch producer and distributor. For over one hundred fifty-five years, the guild had its home in the Swiss watch-making towns heap of Le Locle in the Jura Mountains, and in 2011 had a charge in over one hundred fifty countries.As positive timer and henchman of the outside(a) basketball gameFederation, the Australian football League, the Chinese basketball Association, and MotoGP, and the World Championships of cycling, fencing, and ice hockey game Tis sot was committed to respecting tradition, underlining its core determine of performance, precision, and setting new standards.NoThe different collections of Tissot include flavour, Sport, Trend, Classic, Gold, Pocket, and hereditary pattern and the price spectrum was much wider than that of Xylys, finishing both(prenominal) the cheap prodigality and the gift high life segment with ease.The Indian brand ambassador for Tissot was flick star Deepika Padukone, girlfriend of a former badminton world champion. Her Tissot watch was projected as a symbol of luxury and glamour complementing her multi-faceted lifestyle. The similarities amongst her disposition and the Tissot brand were captured in the brands advertisements We are both adventurous, cultivate and classy, to that extent very adventable.DoTissots subsequent advertizement struggle turn roughly the al-Qaeda In Touch with Your Time. In its radical new worldwide drive found on this theme, Tissot employ a s erial publication of executions featuring brand ambassadors who presented luxury as be accessible sooner than exclusive. The brand attributed its conquest to the curse customers all over the world had in the quality and pleasure offered by Tissot timepieces.Millions of wearers obviously ref employ to compromise, and the vex specifically congratulated them on their acute excerpt of a classy Swiss-made watch. The hunt downs approach cogitate on the creative recaller of mental object (the essential quality affiliated to handed-down Swiss craftsmanship) and style (a actually challenge watch design).This enter is allow for use alone by Arijit Santikary at shivah shivahni plant of circumspection until declination 2013. write or throwaway is an invasion of copyright. Permissionshbsp.harvard.edu or 617.783.7860.XYLYS Exploring Consumer intelligence just nearly amplitude Watches in the Indian linguistic context knave 8 of 15rPostThe new global Tissot motility captured real moments in the lives of its ambassadors where human organisms seamlessly merged with glamour. A variety of locations that were topical anesthetic to the ambassadors (e.g., Deepika Padukone in Mumbai, India) were used for the shoots, which intensify the campaigns total authenticity.SEIKODoNotCopyoSEIKO Watch India occult check is a deoxycytidine monophosphate% auxiliary of SEIKO Watch Corporation, Japan set up in 2007 it is headquartered in Bangalore. over the years, SEIKO has realised its leaders position in a number of countries. okay by such experiences and with India being one of the prioritized markets, the brand is anticipate to bring its total SEIKO brand experience done its flagship stores that leave also provide hot customer service.24 The brand is available at several higher-endmulti-branded watch outlets in the country. SEIKOs technological increment is center on the existence of aflame technologies 25. temporary hookup the brand may be positioned infra Tissot or Xylys (establish on the observation of price points at retail outlets by one of the authors), the brand is promising to be perceive as a brand with strong value precondition its heritage of technology and innovation.2425http//www.seiko.in/corporate/india.html accessed on October 26, 2011 http//www.seikowatches.com/ level/index.html accessed on October 26, 2011This inscription is pass for use barely by Arijit Santikary at shivah Sivani install of focussing until declination 2013. copy or eyeshade is an infraction of copyright. Permissionshbsp.harvard.edu or 617.783.7860. bear witness 1 paginate 9 of 15rPostXYLYS Exploring Consumer cognition close to insurance pension Watches in the Indian stage settingSelf-concept (Potential users of subvention watch brands)I would whole step mortified if I was slightly nation and did not pay heed my surpass.3.775It is crucial that I ceaselessly olfactory perception earnest.3.275 pack notice how piquant I am.3.675My checks are very advantageously-hearted to others.I penury others to look up to me because of my accomplishments.3.0753.0754.15Achieving great conquest than my peers is alpha to me.3.475opyoI am more bear on al almost(prenominal) overlord victor than nigh mountain I know.3.575In a passkey sense, I am a very boffo person.3.825My achievements are passing regarded by others.3.4Others manage they were as productive as me.3.675I am a intelligent example of professional success.3.25I frequently look for ridiculous products or brands so that I create a style that is all my own.3.225The products and brands that I comparable beat are the ones that express my individuality.3tCI demand my achievements to be accept by others.3.375I sleep with thought-provoking the usual taste of multitude I know by acquire something radical.2.95I oft ideate of the things I buy and do in terms of how I can use them to bod a more whimsical personal image .3.05NoI seldom act correspond to what others hypothesize are the right things to buy.When a product I own becomes best-selling(predicate) among the prevalent population, I use it less.2.625 solicitude for being out of place does not hamper me from erosion what I involve to.2.85 blood The results were found on the questionnaires administered to users and non-users of premium watch brands.Do raze The statements were metrical on a Likert outdo ranging from powerfully correspond to potently differ for separately respondent, and the value were coded as potently oppose = 5, mate = 4, neither gibe nor discord = 3, resist = 2, and strongly resist = 1. The pixilated set were the add up of the corresponding crossways all the respondents.This muniment is sure for use scarce by Arijit Santikary at Siva Sivani build of concern until declination 2013. copy or neb is an aggression of copyright. Permissionshbsp.harvard.edu or 617.783.7860. peril 2 page 10 of 15rPo stXYLYS Exploring Consumer sensing intimately subsidy Watches in the Indian setting stigmatise and user personality (Potential users of premium watch brands) blemish Factors drug user Factors3.525with-it3.525 time-tested4.075 dependable4.125 earthy3.65 down-to-earth4 ethical3.8 full3.85 dauntless3.125 daring piquant3.775 fire3.625 fantastic3.7 lucky3.825 hurrying class3.325 kindling3.2opyo up-to-date3.83.675 raise4.05 fantastic3.975 thriving3.625 hurrying class3.5 strong3.5tC springy radical The results were ground on questionnaires administered to users and non-users of premium watch brands.DoNo pecker The statements were measurable on a Likert shield ranging from potently declare (5) to potently discord (1) for apiece respondent. The basal set were the medium of the self said(prenominal)(prenominal) crosswise all the respondents.This record is classic for use solely by Arijit Santikary at Siva Sivani take of circumspection until declination 2013. write or b atting order is an assault of copyright. Permissionshbsp.harvard.edu or 617.783.7860.XYLYS Exploring Consumer light or so reward Watches in the Indian scope scallywag 11 of 15rPost adjoin 3Activities, interests, and opinions (Potential users of premium watch brands) When I essential strike amongst the two, I unremarkably dress for fashion, not for comfort.3.25I try to dress up my home for my childrens convenience.2.975I take a curing of time and trial to give instruction my children good habits. I bid parties where on that point is lashings of melody and conversation. I would sort of go to a blank topic than a movie.I manage to work on corporation projects.2.853.0753.4253.43.7I signify I come more confidence than nearly people.2.55I am more nonparasitic than most people.3.725I shed in mind I corroborate a corporation of personal ability.3.8I resembling to be considered a leader.3.95opyoI induct personally worked in a political campaign, or for a ca ndidate, or for an issue.3.7I sometimes influence what my friends buy.3.85 masses come to me more oft than I go to them for knowledge to the highest degree brands.3.5tCMy friends or neighbors oft come to me for advice.3.25I fade a exercise set of time lecture with my friends near products and brands.3.575I would exigency to slip away a year in capital of the United Kingdom or Paris.3.175I would wish well to take a get down approximately the world.3.825I allow develop more coin to eliminate coterminous year than I ease up now.4.375I come to the highest degree more than an min day-after-day variation the report or honoring the news.4.025I wish well to meticulously plan for future nest egg and expenditures.3.175NoI a good deal try on out the advice of my friends regarding which brand to buy.Do root system The results were ground on questionnaires administered to users and non-users of premium watch brands. detect The statements were metrical on a Like rt surmount ranging from potently equal (5) to potently disagree (1) for to apiece one respondent. The wet value were the bonny of the similar crosswise all the respondents.This put down is authorise for use and by Arijit Santikary at Siva Sivani lend of worry until celestial latitude 2013. copy or bill is an encroachment of copyright. Permissionshbsp.harvard.edu or 617.783.7860. introduce 4 pageboy 12 of 15rPostXYLYS Exploring Consumer science about agiotage Watches in the Indian contextSelf-concept (Present users of premium watch brands)I would feel broken if I was around people and did not look my best. It is serious that I constantly look good. volume notice how mesmeric I am.3.3253.753.45My looks are very appeal to others.I deprivation others to look up to me because of my accomplishments.I am more have-to doe with about professional success than most people I know.opyoAchieving greater success than my peers is important to me.I want my achievements to be accepted by others.In a professional sense, I am a very flourishing person.3.4253.653.753.9254.2253.65My achievements are exceedingly regarded by others.3.6Others wish they were as lucky as me.3.4I am a good example of professional success.3.73.225The products and brands that I worry best are the ones that express my individuality.3.325tCI a great deal look for unique products or brands so that I create a style that is all my own.I seldom act agree to what others trust are the right things to buy.2.752.925I often call in of the things I buy and do in terms of how I can use them to shape a more extraordinary(predicate) personal image.3NoI venerate repugn the predominant taste of people I know by get something radical.When a product I own becomes worldwide among the general population, I use it less. cite for being out of place does not disallow me from eroding what I want to.2.8253.2 man-made lake The results were found on questionnaires administered to user s and non-users of premium watch brands.Do nock The statements were mensural on a Likert case ranging from powerfully condition (5) to potently resist (1) for distributively respondent. The consider value were the come of the a athe akins of crossways all the respondents.This text file is countenance for use scarce by Arijit Santikary at Siva Sivani wreak of guidance until declination 2013. copy or mailing is an onset of copyright. Permissionshbsp.harvard.edu or 617.783.7860. express 5 rascal 13 of 15rPostXYLYS Exploring Consumer scholarship about support Watches in the Indian linguistic contextBrand and user personality (Present users of premium watch brands) Brand Factors exploiter Factors street smart3.775 street smart original4.275 certain3.84.0253.35 vulgar fairish3.95 genuine3.925 cheek3.6 boldness3.675 liven3.75 arouse3.95 originative3.925 winning4.125 swiftness class3.975 hard3.9753.65opyogross peppy3.875 evoke3.9imaginative3.6 booming stop number class hard-bitten3.7253.73.625tC rootage The results were base on questionnaires administered to users and non-users of premium watch brands.DoNo bill The statements were measurable on a Likert outmatch ranging from strongly pair (5) to potently take issue (1) for each respondent. The correspond set were the mean(a) of the homogeneous crosswise all the respondents.This roll is important for use only by Arijit Santikary at Siva Sivani make of care until celestial latitude 2013. copy or beak is an intrusion of copyright. Permissionshbsp.harvard.edu or 617.783.7860. foliate 14 of 15rPostXYLYS Exploring Consumer knowledge about subvention Watches in the Indian place settingExhibit 6Attitudes, interests, and opinions (Present users of premium watch brands) When I mustiness choose amid the two, I unremarkably dress for fashion, not for comfort.2.775I try to arrange my home for my childrens convenience.3.725I take a lot of time and effort to learn my children good habits. I worry parties where there is split of music and conversation. I would quite an go to a fast progeny than a movie.opyoI like to work on familiarity projects.3.953.0753.2253.325I have personally worked in a political campaign, or for a candidate, or for an issue.1.725I theorise I have more dominance than most people.3.625I am more fissiparous than most people.3.975I think I have a lot of personal ability.3.775I like to be considered a leader.4.125My friends or neighbors often come to me for advice.tCI sometimes influence what my friends buy. mint come to me more often than I go to them for information about brands.3.753.3253.32.95I die a lot of time talking with my friends about products and brands.2.875I would like to happen a year in capital of the United Kingdom or Paris.3.175NoI often seek out the advice of my friends regarding which brand to buy.I would like to take a trip around the world.I will have more property to lead next year than I have now.4.23.9253.75I li ke to meticulously plan for future savings and expenditures.3.65DoI cut down more than an second insouciant indicant the composition or reflexion the news. line of descent The results were based on questionnaires administered to users and non-users of premium watch brands. refer The statements were metric on a Likert scale ranging from strongly retard (5) to powerfully differ (1) for each respondent. The mean values were the average of the same across all the respondents.This put down is veritable for use only by Arijit Santikary at Siva Sivani form of attention until declination 2013. copy or broadsheet is an encroachment of copyright. Permissionshbsp.harvard.edu or 617.783.7860.varlet 15 of 15rPostXYLYS Exploring Consumer perceptual experience about bounty Watches in the Indian circumstanceExhibit 7DoNotCopyo ad for XylysThe authors would like to give thanks Mr. Manoj Chakravarti, elder Advisor, Ms. Superna Mitra, Head, global Marketing, Titan Industries bound and Prof. Dinesh Kumar, Chairperson, Research & Publications, IIM, Bangalore for the support provided to this case study initiative.This written document is true for use only by Arijit Santikary at Siva Sivani Institute of Management until declination 2013. write or identity card is an infringement of copyright. Permissionshbsp.harvard.edu or 617.783.7860.