Category perception: Wrist watches in India

Abstract

Consumer behavior towards various products and especially consumer durables is changing at a very fast pace due to changes in the economic and social statuses of consumers. Things which were in vogue a few years back are no longer fashionable now. One such category which has seen many ups and downs over the last few years is the Wrist watch category. In this context, the purpose of this project is to study the consumer behavior towards Wrist watches in a detailed manner. To do this, an extensive research was done for mining the various consumer behavior dimensions relevant to this category. Some of them include country of origin, symbolic consumption, conspicuous consumption, status consumption, reference groups etc. The reason for choosing Wrist watch category for the project is because of the diversity of research which can be accomplished in this category.