Titan Case Study

6 RECOMMENDATIONS AND CONCLUSION

6.1 Conclusion

The research study focussed on analysing the customer perception of Titan SKINN. The research gives us an insight into what the customer percieves of the new brand, based on this the company can formulate strategies that can be adopted by them to build higher brand loyalty.There were various dimensions that were analysed,brand satisfaction and brand image, when have a relationships amongst each other within the minds of the customers form either a positive or a negative perception for the brand. The correlation was conducted between these dimensions for Titan SKINN. It was found out that there is a positive correlation between the dimensions. Each of the 2 dimension, is positively correlated

79 out of 100 people believe Titan SKINN to be adequately priced.

10. You will recommend Titan SKINN to your peers

Table 4.1.10: Word of mouth referrals Bangalore

[25] Delhi

[25] Kolkata

[25] Mumbai

[25] Total

Strongly Agree 5 4 3 7 19

Agree 10 11 8 14 43

Neutral 7 8 12 1 28

Disagree 1 1 2 1 5

Strongly Disagree 2 1 - 2 5 Analysis & Interpretation:

43 out of 100 customers said that they would recommend it to their peers. Word of mouth is the best form of marketing, hence recommendations are bound to increase the sale of Titan SKINN.

11. You will purchase SKINN again?

Table 4.1.11: Repeat purchase Bangalore

[25] Delhi

[25] Kolkata

[25] Mumbai

[25] Total

Strongly Agree 5 4 3 7 19

Agree 10 11 8 14 43

Neutral 7 8 12 1 28

Disagree 1 1 2 1 5

Strongly Disagree 2 1 - 2 5 Analysis & Interpretation:

43 out of 100 customers said that they would purchase SKINN again, hence this shows a level of loyalty towards the product already. 28 out of 100 were unsure whether they would make a repeat purchase or not, as buying SKINN was an impulse decision for a lot of these customers.

If disagree, then

14. Is there anything particular that can be improved with SKINN?

70% customers said no, and the product is good . Others responded ;

The most frequent responses were

• More variety in fragrances

• The product should be more long-lasting, lasts for maximum 2-3 hours

• Price should be little lower as it’s at a nascent stage in the market.

Other suggestions and complaints by customers:

Kolkata

• Packaging can be improved, a customer complained that his spray nozzle broke both the times he bought the product.

• A gift box consisting of all 6 perfumes for gift purpose.

Bangalore

• The product is placed at a lower level in the stores, hence does not catch the eye at first, display can be improved.

• Citrus fragrance should be added

Mumbai:

• Complimentary gifts for loyal customers, as this customer has purchased 25 bottles.

• More availability in the retail sector, product is hard to find.