RESEARCH PROJECT

TOPIC: - (A Study on Consumer Buying

Behaviour
with Reference to Smartwatch in Varanasi)

A survey project report submitted to Mahatma Gandhi Kashi

Vidyapith, in partial fulfillment for the award of the bachelor of
commerce degree in sixth semester
SURVEY RESEARCH REPORT
SESSION- 2023-2024

Submitted to : Submitted by :
Mr . Anjani Rai ARYAN SINGH
Assistant Professor B.com 6 th
semester

Department of commerce
Enrollment No.
 KA2K22/1178400

CERTIFICATE

This is certify that “A Study on Consumer Buying Behaviour with

Reference to Smartwatch in Varanasi “ submitted by ARYAN SINGH
has been prepared under the guidance and supervision of Mr. Anjani Rai.
This project is a bonafide work done by ARYAN SINGH and submitted to
institute of computer science & Technology, SHEPA Varanasi, affiliated
collage to MAHATMA GANDHI KASHI VIDYAPITH Varanasi, in
partial fulfillment for the award of B.COM degree.

SUPERVISOR HEAD OF
DEPARTMENT

MR. ANJANI RAI DR. MADHU BHARTIA

Assistant professor
Department of commerce
ICST, SHEPA
Principal
DR. ANUPAM
SHUKLA

1
 DECLARATION

I the undersigned MR. ARYAN SINGH hereby declare that the

work embodied in the project work titled “A Study on
Consumer Buying Behaviour with Reference to Smartwatch
in Varanasi” forms my own contribution to the research work
carried out under the guidance of MR. ANJANI RAI is a result
of my own result of my own research work and has not been
previously submitted to any other university for any other
university for any other Degree / Diploma to this or any other
university. Wherever reference has been made to previous works
of other, it has been clearly indicated as such and included in a
bibliography. I, here by further declare that all information of this
document has been obtained and presented in accordance with
academic rules and ethical conduct.

Certified by ARYAN
SINGH
MR . ANJANI RAI
Assistant professor
Department of commerce
ICST, SHEPA

2
 ACKNOWLEDGEMENT

I would like to acknowledge the following as being idealistic

channel and fresh dimensions in the completion of this project.
I take this opportunity to thank the ICST, SHEPA Varanasi for
giving me chance to do this project. I would like to thank our
principle, DR. ANUPAM SHUKLA for providing the necessary
facilities required for completion
of this project. I take this opportunity to thank our head
DR. MADHU BHARTIA, for her moral support and guidance.
I would also like to express my sincere gratitude towards my
project guide MR. ANJANI RAI whose guidance and care made
the project made the project successful. I would like to
thank my institute’s library for having provided various reference
book magazines related my project. Lastly, I would like to
thank each and every person who directly or indirectly helped
me in the completion of the project especially My parents and
peers who supported me throughout my project.

3
 TABLE OF CONTENTS
SR No. TITLE Page No.

i. Introduction 2

ii. Literature Review 6

iii. Research Objective 8

iv. Research Methodology 9

v. Data Analysis and Interpretation 11

vi. t-Test 86

vii. Anova 89

viii. Findings 94

ix. Conclusion 97

x. Recommendation & Suggestion 98

xi. Limitation 100

xii. Bibliography 101

xiii. Annexure 102

v
4
 Chapter-1

INTRODUTION
Technology breakthroughs have completely changed how we live, work, and interact with
the world around us in today's fast-paced society. The smartwatch, a multipurpose device
that combines the functionality of a classic watch with cutting-edge features like fitness
monitoring, smartphone integration, and app accessibility, is one such innovation that has
grown significantly in popularity. Understanding consumer purchasing trends unique to this
product category is crucial as the demand for smartwatches rises steadily.

Insights about customer purchasing trends for smartwatches in Varanasi are sought for by
this report. The fascinating setting for this study is the city of Varanasi, which is renowned
for its deep cultural legacy and historical significance. Businesses participating in this
market must comprehend the preferences, motivations, and decision-making procedures of
Varanasi people as technology becomes more and more embedded into their daily lives.

5
This study's objective is to examine the nuances of consumer behaviour and discover the
variables influencing consumers' decisions when it comes to purchasing smartwatches in
Varanasi. This study intends to help marketers, producers, and retailers better understand
the requirements and expectations of Varanasi's smartwatch buyers by gathering insights
into the demographic, psychographic, and sociocultural facets of the target consumer
sector.

A thorough research technique has been used to accomplish these goals. In order to provide
a comprehensive picture of the smartwatch market and consumer behaviour trends, primary
data was gathered through surveys given to a representative sample of smartwatch buyers
in Varanasi.

The results of this study will add to the body of information on consumer purchasing
patterns for smartwatches, particularly in the context of Varanasi's distinctive cultural
environment. Businesses may customise their marketing strategy, product offers, and
branding efforts to successfully reach and interact with their target audience by knowing
the specific elements that influence customer choices in this market.

6
It is significant to highlight that the focus of this study is restricted to Varanasi's smartwatch
consumer purchasing behaviour. The conclusions and suggestions offered in this research
should be understood in this context and might not immediately apply to other geographical
areas or product categories.

This study seeks to give useful insights for marketers, researchers, and industry experts
looking to understand and meet the particular demands and preferences of smartwatch users
in this vibrant city by examining consumer purchase behaviour with regard to smartwatches
in Varanasi.

7
 Chapter-2

LITERATURE REVIEW

With an emphasis on the smartwatch industry, this literature review intends to examine the
amount of knowledge already available on the purchasing habits of customers in Varanasi.
This review attempts to offer insights into the variables impacting customers' purchase
decisions and their attitudes towards smartwatches by analysing pertinent studies and
research publications.

Singh, R., & Verma, P. (2019). A Study on Consumer Buying Behaviour towards
Smartwatches. International Journal of Research in Business Studies and Management,
6(3), 21-34.

This study looks into the variables affecting customer purchasing decisions for
smartwatches in an Indian setting. It looks at how features, price, brand reputation, and
perceived usefulness affect purchasing decisions. The results show a strong correlation
between these variables and customer propensity to purchase smartwatches.

Gupta, S., & Sharma, A. (2020). Factors Influencing Consumer Buying behaviour of
Smartwatches: A Study in Varanasi. Journal of Business and Retail Management Research,
14(2), 158-167.
8
This study investigates the variables influencing customers' smartwatch purchase behaviour
with a particular focus on Varanasi. It looks into how product attributes, costs, brands, and
societal pressure affect customers' decisions to buy. The findings imply that consumer
opinions about smartwatches are significantly influenced by product attributes and brand
reputation.

Tiwari, S., & Srivastava, M. (2021). Exploring Consumer Perception and Buying behaviour
towards Smartwatches: A Study in Varanasi. International Journal of Research in
Management and Social Science, 9(2), 132-143.

This study investigates how Varanasi consumers perceive and purchase smartwatches. It
looks into things like product quality, cost, brand perception, and value. The research
shows that when consumers decide to buy smartwatches, product quality and perceived
value are important considerations.

Pandey, A., & Mishra, S. (2022). Understanding Consumer Preferences and Buying
behaviour towards Smartwatches: A Study in Varanasi. Journal of Marketing and
Consumer Research, 56(1), 45-60.

This study tries to comprehend Varanasi consumers' preferences and purchasing patterns
for smartwatches. It looks at how decisions made by consumers are influenced by elements
including design, brand image, price, and individual innovation. The findings show that
brand perception and design aesthetics have a big impact on consumer choices and
purchases.

Verma, N., & Chandra, A. (2023). Smartwatch Adoption and Buying behaviour: A Study in
Varanasi. International Journal of Consumer Studies, 47(3), 328-343.

This study examines the factors influencing customers' decisions to adopt smartwatches in
Varanasi, with a focus on adoption and purchasing behaviour. It investigates how customer
adoption intentions are affected by product features, social influence, and perceived risk.
The results imply that perceived risk and social influence play a substantial role in
influencing customers' adoption choices.

9
 Research Objective

1. To understand the concept of consumer behaviour and the parameter/Factor that

influence consumer decision.

2. To identify the factor that impact the consumer buying behaviour with reference to
smart watches in Varanasi.

3. To access the factor critical to enhance customer buying behaviour.

10
 Research Methodology

Types of Research Descriptive Research

Sample Unit Smartwatch user of Varanasi

Sample Size 110

Sampling Technique Non- Probability-Convenience

sampling

Data Collection Method Sample Survey

Data Collection Tool Questionnaire

Design of questionnaire Structured

Data Type Primary Data

Data Analysis Tools MS Excel

Data Representation Tools Bar Diagram, Pie Chart

Area of study Varanasi

Duration of study Feb 2023 – May 2023

11
 Chapter-3

DATA ANALYSIS AND INTERPRETATION

Descriptive Statistics Analysis

Age

Mean 2.463636364
Standard
Error 0.100604738
Median 2
Mode 2
Standard
Deviation 1.055151389

Sample 1.113344454
12
Age: Variance
Kurtosis -0.169522729
Age Count of Your Age
Skewness 0.646233143
20-28 years 50 Range 4
Minimum 1
28-36 years 23
Maximum 5
36-44 years 15
Sum 271
above 44 years 5
Count 110
Less than 20 years 17

Grand Total 110

Less than TOTAL

20 years
15%
above 44
years
5% 20-28
years
36-44 45%
years
14%

28-36
years
21%

Interpretation

Out of 110 respondents

 15 % respondents are less than 20 years.

 45% respondents are 20-28 years.
 21% respondents are 28-36 years.
 14% respondents are 36-44 years.

Gender:  5% respondents Descriptive Statistics

are above 44
years.
Analysis

13
 Your
Gender
Count of Your Mean 1.43636364
Female Standard
Gender Gender
47 Error 0.04922633
Median 1
Male Mode 1
63
Standard
Deviation
Grand Total 110 0.5162901
Sample
Variance
0.26655546
Total Kurtosis -1.32381828

Skewness 0.46341661
Female Range 2
43%
57%
Male Minimum 1

Maximum 3
Sum 158
Count 110

Interpretation

Out of 110 respondents

 57% respondents are male.

 43% respondent are female.

Occupation: Descriptive Statistics Analysis

14
Occupation Count of Your Occupation

Business 19
Your Occupation
Other 10

Professional 21 Mean 2.381818182

Salaried 17
Standard Error 0.131064684
Student 43 Median 2
Mode 1
Grand
Total 110
Standard
Deviation
1.374618

Sample Variance 1.889574646

Kurtosis -1.057158818

Skewness 0.510678028
Range 4

Minimum 1

Maximum 5
Sum 262
Count 110

Interpretation

Out of 110 respondents

 39% respondent are students.

 17% respondents are business.

15
  16% respondents are salaried persons.
 19% respondents are professional.
 9% respondents are others.

Annual income Descriptive Statistics Analysis

Annual income Count of Your annual

Your
Income
annual
Income
12 lakhs and above

3 - 6 lakhs
Mean 1.772727
6 - 9 lakhs
Standard Error 0.107794
9 - 12 lakhs
Median 1
Up to 3 lakhs
Mode 1
Grand Total
Standard
Deviation
Total 1.130552

Sample Variance 1.278148

12 lakhs and
Kurtosis
above 1.100244
5% 3 - 6 lakhs
15% Skewness 1.392118
6 - 9 lakhs
16%
Range 4
60%
4% 9 - 12 lakhs
Minimum 1
Upto 3 lakhs
Maximum 5

Sum 195

Count 110

Interpretation

Out of 110 respondents

 60% respondents earn annual income up to 3 lakhs.

 15% respondents earn 3 to 6 lakhs annually.
 16% respondents earn 6 to 9 lakhs annually.

16
  4% respondents earn 9 to 12 lakhs annually.
 5% respondents earn annual income 12 lakhs and above.
Reason to purchase smart watch:

Reason to purchase smartwatch Count of reason

Other 5

Comfort 39

Fitness tracking 47

Usefulness 40

Fashion 46

Grand total 177

Count of reason

3%

26% 22%

23% 26%

other Comfort Fitness tracking Usefulness Fashion

Interpretation

Out of 110 respondents

 26% respondents purchase smart watch because of their interest in fashion and fitness
tracking.
 23% respondents purchase smart watch because of their interest in usefulness.
 22% respondents purchase smart watch because of their interest in comfort.
17
  5% respondent purchase smart watch because of other reason.
From where would you prefer to purchase Descriptive Statistics Analysis
Count of From where would you smart watch?
prefer to purchase smartwatch
from?

where
Anywhere (No
would you prefer
Preference)
33 to
purchase
Offline Retail Store smartwatch from?
15

Online Store
62
Grand Total 110
From
Error 0.085356
Median
Mean 1.7363641
Mode 1
Standard

Standard
Deviation 0.895219
Sample
Variance 0.801418
Kurtosis -1.53827

Skewness 0.548389
Range 2

Minimum 1

Maximum 3
Sum 191
Count 110

Interpretation
Out of 110
respondents
 56.4%
respondents
prefer to

18
 purchase from
anywhere.
 13.6%
respondents
prefer to
purchase from
offline retail
store.
 30%
respondents
have no
preference,
they purchase
from
anywhere.
Which of the brands of smartwatches would you prefer for purchasing a smart
watch? (You can select Multiple Brands)

Brand you prefer Count of which brand smart watches you prefer
Apple 35

Boat 50

Bolt 15

Fasttrack 37

Fitbit 8

Honor 13

Mi 12

Noise 40

Titan 24

Samsung 33

Grand Total 267

Count of which brand smart watches you prefer
13%

19%

6%
19
14%
 12%

9%

15%

4% 3%
5%

Apple Boat Bolt Fasttrack Fitbit

Honor Mi Noise Titan Samsung

Interpretation

Out of 110 respondents

 19% respondents prefer to purchase Boat company smart watch.

 13% respondents prefer to purchase Apple company smart watch.
 12% respondents prefer to purchase Samsung company smart watch.
 9% respondents prefer to purchase Titan company smart watch.
 15% respondents prefer to purchase Noise company smart watch.
 4% respondents prefer to purchase Mi company smart watch.
 5% respondents prefer to purchase Honor company smart watch.
 3% respondents prefer to purchase Fitbit company smart watch.
 14% respondents prefer to purchase Fasttrack company smart watch.
 6% respondents prefer to purchase Bolt company smart watch.

20
 Descriptive Statistics Analysis

Most
preferred Count of Which is your most preferred
brand
brand of smartwatch?
Which is your
Which is your most preferred brand of smartwatch? most
preferred
brand of
smartwatch?
Apple 19
Boat 31 Mean
4.363636
Bolt 4
Standard Error 0.197028
Fasttrack 15
Median 4
Fitbit 1
Mode 4
Honor 2
Mi 4
Standard
Noise 16 Deviation 2.066452
Samsung 7 Sample
Variance 4.270225
Kurtosis 0.566501

Skewness 0.661768
Range 9

Minimum 1

Maximum 10
Sum 480
Count 110

21
 Titan 11
Grand
110

Total

Apple
10%
17% Boat
6%
Bolt
Fasttrack
Fitbit
14%
Honour

28% Mi
4% Noise
1%
2%
Samsung
14% Titan
4%

Total

Interpretation

Out of 110 respondents

 28% respondents were mostly preferred to purchase Boat company smart watch.
 17% respondents were mostly preferred to purchase Apple company smart watch.
 10% respondents were mostly preferred to purchase Titan company smart watch.
 6% respondents were mostly preferred to purchase Samsung company smart watch.
 14% respondents were mostly preferred to purchase Noise company smart watch.
 4% respondents were mostly preferred to purchase Mi company smart watch.
 2% respondents were mostly preferred to purchase Honor company smart watch.
 1% respondents were mostly preferred to purchase Fitbit company smart watch.
 14% respondents were mostly preferred to purchase Fasttrack company smart watch.
 4% respondents were mostly preferred to purchase Bolt company smart watch.

22
 Your preference for smartwatch device is primarily due to interest in fitness & health.
Descriptive Statistics Analysis

Count of Your preference for smartwatch device is

Row primarily due to interest in fitness &

Labels health.

Agree
44 5
Disagree
42
Neutral
Strongly 11
agree
Strongly
disagree 8
Grand
Total 110

23
 Your preference
for
smartwatch device
is
primarily due
to
interest in fitness &

health.

Mean 2.590909
Standard
Error 0.094287
Median 2.5
Interpretation Mode 2

Standard
Out of 110 respondents
Deviation 0.988887
 40 Sample
Variance 0.977898
to interest in fitness & health. Kurtosis 0.627496
21
Skewness 0.728062
Range 4

Minimum 1

Maximum 5
Sum 285 Count 110

% population was agreed, there preference for smartwatch device is

primarily due
 38.2% population was neutral, there preference for smartwatch device is primarily
due to interest in fitness & health.
 4.5% population was disagreed, there preference for smartwatch device is primarily
due to interest in fitness & health.
 7.3% population was strongly disagreed, there preference for smartwatch device is
primarily due to interest in fitness & health.
 10% population was strongly agreed, there preference for smartwatch device is
primarily due to interest in fitness & health.

25
 Your brand preference for the smartwatch influences your purchase
decision. Descriptive Statistics Analysis

Count of Your brand preference for the Your brand

preference for
Row smartwatch influences your purchase
the
Labels decision. smartwatch
influences your
Agree 58 Disagree 2
purchase decision.
Neutral 35
Strongly
Agree 9 Mean 2.436364
Strongly Standard
disagree 6 Error 0.084225
Median 2
Grand
Mode 2
Total 110
Standard
Deviation 0.883355
Sample
Variance 0.780317
Kurtosis 1.931426

Skewness 1.132155
Range 4

Minimum 1

Maximum 5 Sum 268

Count 110
 Strongly Total
Strongly disagree
Agree 5%
8%

Agree

Disagree
Agree Neutral
53%
Neutral
32% Strongly Agree

Strongly
disagree
Disagree
2%

Interpretation

Out of 110 respondents

23

 53% population were agree that there brand preference for the smartwatch
influences there purchase decision.
 8% population were strongly agree that there brand preference for the smartwatch
influences there purchase decision.
 32% population were neutral that there brand preference for the smartwatch
influences there purchase decision.
 2% population were disagree that there brand preference for the smartwatch
influences there purchase decision.
 5% population were strongly disagree that there brand preference for the
smartwatch influences there purchase decision.

27
 How important are the following factors for making purchase decision of
an smartwatch?( Rate 1 for least important and 5 for most important)

Interpretation

In response of 110 respondents

 Features are the most important factors for making purchase decision of a
smartwatch.  Performance are the neutral factors for making purchase decision of
a smartwatch.
 Aesthetic are the slightly important factors for making purchase decision of a
smartwatch.
 Price are the neutral factors for making purchase decision of a smartwatch.
 Availability are the neutral factors for making purchase decision of a smartwatch.
 Warranty & Repairs are the neutral factors for making purchase decision of a
smartwatch.
 Battery life are the most important factors for making purchase decision of a
smartwatch.

28
  Advertisements are the neutral factors for making purchase decision of a
smartwatch.
You are willing to buy a smartwatch even though the price is higher.
Count of You are willing to buy a smartwatch even though the price is
Row Labels higher.
Agree 36

Disagree 16

Neutral 44

Strongly agree 5
Strongly disagree 9

Grand Total 110

Total

8%
5%
Agree
33%
Disagree
Neutral
Strongly agree
40%
Strongly disagree
14%

Interpretation

Out of 110 respondents

 33% respondents are Agree that they willing to buy smartwatch even through the
price is higher.
 14% respondents are Disagree that they willing to buy smartwatch even through the
price is higher.
 40% respondents are Neutral that they willing to buy smartwatch even through the
price is higher.
 5% respondents are Strongly agreed that they willing to buy smartwatch even
through the price is higher.

29
  8% respondents are Strongly disagreed that they willing to buy smartwatch even
through the price is higher.
What are the factors that you consider most before purchase of an
smartwatch?
Count of Factor that you considered most before
Row Labels
purchase
Aesthetic 21

Availability 16

Performance 59

Price 40
Feature 59

Grand
195
Total

Count of Factor that you considered most before

purchase

11%

30% 8%

30%

21%

Aesthetic Availability Performance Price Feature

Interpretation

Out of 110 respondents

 30% respondents consider Features and Performance factor before purchase of a

smartwatch.
 21% respondents consider Price factor before purchase of a smartwatch.
 11% respondents consider Aesthetic factor before purchase of a smartwatch.

30
  8% respondents consider Availability factor before purchase of a smartwatch.
How much money are you willing to pay in order to purchase your preferred
smartwatch?

Count of How much money are you

Descriptive Statistics Analysis
Row willing to pay in order to purchase your
Labels preferred smartwatch

1500-2500 44
How much money
2500-3500 29 are
you willing to
3500-4500 7 pay in order
Above to purchase your
preferred
4500 15
smart
Below watch

Grand Mean 2.663636

Total 110
Standard Error 0.114995
Median 2
Total Mode 2

Standard
14%
Deviation 1.20608
Sample
1500-2500 Variance 1.454629
14% 40%
2500-3500 Kurtosis -0.36738
3500-4500
Skewness 0.677392
Above 4500 Range 4
6%
Below 1500
Minimum 1

26% Maximum 5
Sum 293
Count 110
1500 15

31
Interpretation

Out of 110 respondents

 14% respondents are willing to pay below RS 1500 in order to purchase his/her
preferred smartwatch.
 40% respondents are willing to pay RS 1500-2500 in order to purchase his/her
preferred smartwatch.
 26% respondents are willing to pay RS 2500-3500 in order to purchase his/her
preferred smartwatch.
 6% respondents are willing to pay RS 3500-4500 in order to purchase his/her
preferred smartwatch.
 14% respondents are willing to pay above RS 4500 in order to purchase his/her
preferred smartwatch.

32
 The opinion of my family and friends affects my buying decision.

Row Count of the opinion of my family and

Labels friends affects my buying decision.

Agree 48

Disagree 9
Descriptive Statistics
Analysis
Neutral 40

Strongly The opinion

agree 7 of my family
and friends
Strongly
affects my
disagree 6 buying decision.
Grand
Total 110 Mean 2.627273
Standard
Error 0.08841
Median 2.5
Strongly TOTAL Mode 2
Strongly disagree
agree 6%
6% Standard
Deviation 0.927254
Sample
Agree Variance 0.8598
Agree Kurtosis 0.579476
44% Disagree
Skewness 0.744134
Neutral Neutral
Range 4
36%
Strongly agree
Minimum 1
Strongly disagree
Disagree Maximum 5
8%
Sum 289
Count 110

Interpretation

Out of 110 respondents

33
 44% respondents were Agree that opinion of their family and friends affects their
buying decision.
 8% respondents were Disagree that opinion of there family and friends affects their
buying decision.
 36% respondents were Neutral that opinion of there family and friends affects their
buying decision.
 6% respondents were Strongly agreed & Strongly disagree that opinion of there
family and friends affects their buying decision.

34
I feel that more expensive smart watches is better in quality

35
 Row Count of I feel that more expensive
Labels smartwatches is better in quality. Descriptive Statistics Analysis
Agree 45
Disagree 19
Neutral 35
Strongly I feel that more
agree expensive
6
smart watches are
Strongly better in quality.
disagree 5
Grand Mean 2.745455
Total 110
Standard Error 0.091723
Median 3
Total Mode 2

Standard
Deviation 0.961997
Sample
5% Variance 0.925438
5%
Kurtosis -0.30023
Agree

41% Disagree
Skewness 0.470683
Neutral
32% Range 4
Strongly agree
Strongly disagree Minimum 1

17%
Maximum 5
Sum 302
Count 110

Interpretation

36
Out of 110 respondents
 5% respondents are Strongly agreed that expensive smart watches are better in
quality.
 41% respondents are Agree that expensive smart watches are better in quality.
 17% respondents are Disagree that expensive smart watches are better in quality.
 32% respondents are Neutral that expensive smart watches are better in quality.
 5% respondents are Strongly disagreed that expensive smart watches are better in
quality.
 41% respondents feels that expensive smart watches are better in quality.

37
In your opinion what attributes do you consider while searching for a smart-
watch?
Row Labels Count of Attributes
Battery life 26

Communication 21

NFC (Near Field Communication for wireless payments) 15

Battery life 42

Communication 6

NFC (Near Field Communication for wireless payments) 13

OS and App selection 49

Grand Total 172

Count of Attributes

28%
40%

16%
16%

Battery life

Communication

Interpretation

Out of 110 respondents

 40% respondents were considered Battery life while searching for a smart watch.
 28% respondents were considered OS and App selection while searching for a smart
watch.
 16% respondents were considered NFC (Near Field Communication for wireless
payments) and Communication while searching for a smart watch.

I would rather choose a smartwatch brand that has a better Bluetooth and GPS
map.

38
 Descriptive Statistics Analysis

R Count of I would
o rather choose a
w
Agree smartwatch brand

L that has a better

a Bluetooth and
b GPS map
e
l
s

I would
Grand rather
choose a
Total 110 smartwatch
brand that
has a
better
Strongly Bluetooth
Strongly disagree TOTAL
and GPS
agree 7%
map
7%

Mean 2.527273
Standard
Error 0.092873
Agree Median 2
Neutral 53%
27% Mode 2

Standard
Disagree Deviation 0.974059
6% Sample
Variance 0.948791
Kurtosis 0.973264

Skewness 1.074643
Range 4

Minimum 1

Maximum 5
Sum 278
Count 110
58

Disagree 6

39
Neutral 30
Strongly

agree 8
Strongly disagree 8

Interpretation

Out of 110 respondents

 53% respondents were Agree that they choose a smartwatch that has a better
Bluetooth and GPS.

 7% respondents were Strongly agreed that they choose a smartwatch that has a
better Bluetooth and GPS.
 27% respondents were Neutral that they choose a smartwatch that has a better
Bluetooth and GPS.
 6% respondents were Disagree that they choose a smartwatch that has a better
Bluetooth and GPS.
 7% respondents were Strongly disagreed that they choose a smartwatch that has a
better Bluetooth and GPS.

40
Cross Analysis
Reason to purchase smart watch (Select all the option that apply)
Count of Reason to
purchase Column Labels

Fitness Grand
AGE Comfort tracking Usefulness Fashion
Total
20-28 years 16 24 15 24 79

28-36 years 11 5 8 9 33

36-44 years 13 8 7 8 30

above 44 years 1 4 2 1 8

Less than 20
years 4 6 8 4 22

Grand Total 39 47 40 46 172

Reason to purchase smart watch

90
NUMBER OF PERSONS 79
80
70
60
50 20-28 years

40 28-36 years
33
30
30 24 24 36-44 years
22
20 16 15 above 44 years
11 13 9 8
8 8 7 8 8 Less than 20 years
10 4 5 4 6 2 4
1 1
0
Comfort Fitness tracking Usefulness Fashion Grand Total
Column Labels
AGE

Interpretation

41
  The highest count for comfort as a reason to purchase is in the "20-28 years" age
group, with a count of 16.
 The highest count for fitness tracking as a reason to purchase is in the "20-28 years"
age group, with a count of 24.
 The highest count for usefulness as a reason to purchase is in the "20-28 years" age
group, with a count of 15.
 The highest count for fashion as a reason to purchase is in the "20-28 years" age
group, with a count of 24.

From this analysis, we can observe that the importance of factors varies among different
age groups. Comfort and fashion appear to be more significant for younger age groups (20-
28 years), while fitness tracking and usefulness are comparatively less important. On the
other hand, the older age groups (above 44 years) generally have lower counts for all
factors, suggesting that they may prioritize other factors or have different purchasing
considerations.

42
Reason to purchase smart watch (Select all the option that apply)

Count of Reason to
purchase Column Labels

Fitness Grand
Gender Comfort Usefulness Fashion
tracking Total
Female 18 19 20 19 76

Male 21 28 20 27 96

Grand Total 39 47 40 46 172

REASON TO PURCHASE SMART WATCH

30 28
27

25
NUMBER OF PRSONS
21
20 20
19 19
20 18

15
Female

10 Male

0
C OMF ORT F IT NES S TRAC KING USE FU LNES S F ASHI ON
COLUMN LABELS
GENDER

Interpretation

 Male population purchase smartwatch because of their interest in Fitness tracking.

 Female population purchase smartwatch because of usefulness in their daily life.
 Overall population purchase smartwatch because of fashion and interest in fitness
tracking.
Reason to purchase smart watch (Select all the option that apply)

43
 Count of Reason to
purchase Column Labels

Fitness Grand
Occupation Comfort tracking Usefulness Fashion
Total
Business 11 9 7 9 36

Other 2 1 3 5 11

Professional 9 10 7 10 36

Salaried 6 10 5 7 28

Student 11 17 18 15 61
Number of persons

Grand Total 39 47 40 46 172

Reason to purchase smart watch

20
18
16
14
12
10 8
6
4
2
0 Occupation

Comfort Fitness tracking Usefulness Fashion

Interpretation

 Among all the reasons to purchase, the most common reason across all groups
(Business, Other, Professional, Salaried, and Student) is "Fashion" with a total count
of 46.
 The most popular reason among the "Reason to purchase" for the entire dataset is
"Fitness tracking" with a total count of 47.
 The least popular reason among the "Reason to purchase" for the entire dataset is
"Comfort" with a total count of 39.
 When considering the individual groups, the students have the highest count for all
the reasons, indicating that they prioritize all the given factors more than the other

44
 groups.

Reason to purchase smart watch (Select all the option that apply)

Count of Reason to
purchase Column Labels

Fitness Grand
Annual income Comfort tracking Usefulness Fashion
Total
12 lakhs and above 4 2 1 1 8

3 - 6 lakhs 6 4 3 10 23

6 - 9 lakhs 7 9 7 5 28

9 - 12 lakhs 2 2 2 2 8

Interpretation

45
  Comfort: The most common reason for purchase across all annual income
categories is comfort, with a total count of 39.
 Fitness tracking: Fitness tracking is the second most common reason for purchase,
with a total count of 47.

 Usefulness: Usefulness ranks third in terms of reasons for purchase, with a total
count of 40.
 Fashion: Fashion is the least common reason for purchase, with a total count of 46.
 Annual Income: Among the different annual income categories, the "Up to 3 lakhs"
category has the highest count for all reasons, indicating that purchases within this
income range are more prevalent. This category has a total count of 105.

Overall, based on the given data, it seems that comfort, fitness tracking, and usefulness are
the primary reasons for making a purchase across different annual income categories.
Fashion, while still considered, appears to be a slightly less influential factor. Additionally,
the data suggests that purchases among individuals with an annual income of up to 3 lakhs
are the most common.

46
 Offline Retail Online Grand
Age Anywhere (No Preference) Store Store Total
20-28 years 13 2 35 50

28-36 years 8 4 11 23 36-44 years 2 4 9 15 above 44 years 2 2 1 5

Less than 20 years 8 3 6 17

Grand Total 33 15 62 110

From where would you prefer to purchase smartwatch from ?

40
35
35

30
Nnumber of persons

25

20

15 13
11
10 8 9 8
6
5 4 4
2 2 2 2 1 3

0
20-28 years 28-36 years 36-44 years above 44 Less than 20
years years
Age
Anywhere (No Preference)
Offline Retail Store
Online Store

Interpretation

1. Age Groups: The table presents data on different age groups, namely "20-28 years,"
"28-36 years," "36-44 years," "above 44 years," and "Less than 20 years."
2. Purchase Locations: The table categorizes the preferred purchase locations into three
options: "Anywhere (No Preference)," "Offline Retail Store," and "Online Store."
3. Count of Responses: The numbers in the table represent the count of respondents
within each age group and their preferred purchase location. For example, in the

47
From where would you prefer to purchase smartwatch from?

"2028 years" age group, there were 13 respondents who preferred "Anywhere (No
Preference)" as their purchase location, 2 respondents preferred "Offline Retail
Store," and 35 respondents preferred "Online Store." The grand total count for this
age group is 50.
4. Grand Total: The last row and column provide the overall total count for each
preferred purchase location and age group. The grand total represents the sum of all
the counts in the table, which is 110.

Analyze the data further:

 Preferred Purchase Location: Among the three options, the "Online Store" is the
most popular choice across all age groups, with a total count of 62. This is followed
by "Anywhere (No Preference)" with a count of 33 and "Offline Retail Store" with a
count of 15.
 Age Groups: The age group with the highest count of respondents is "20-28 years,"
with a total count of 50. This group also shows the highest preference for "Online
Store" as the purchase location. The "28-36 years" age group follows with a total
count of 23, while the other age groups have lower counts.
 Purchase Preference by Age: Within each age group, there are variations in the
preferred purchase location. For example, in the "20-28 years" age group, 13
respondents prefer "Anywhere (No Preference)" while 35 prefer "Online Store." In
the "28-36 years" age group, 8 respondents prefer "Anywhere (No Preference)" and
11 prefer "Online Store." These patterns suggest that the younger age groups show a
higher inclination towards online shopping.

Overall, based on the given data, it can be concluded that online stores are the preferred
purchase location across all age groups. However, there is a notable preference for
"Anywhere (No Preference)" among respondents in the younger age groups. This data
highlights the growing trend of online shopping and the flexibility desired by consumers in
terms of their purchase locations.

48
Count of from where would you
prefer to purchase smartwatch
from? Column Labels
Anywhere (No Offline Retail Online Grand

Gender Preference) Store Store Total

Female 9 5 33 47

Male 24 10 29 63

Grand Total 33 15 62 110

From where would you prefer to purchase smartwatch from ?

35 of persons
Number 33
29
30
24
25 Anywhere (No
20 Preference)
15 Offline Retail Store
9 10
10
5 Online Store
5
0
Female Male
Gender

Interpretation

 The majority of respondents (62 out of 110) prefer to purchase smartwatches online,
indicating a shift towards e-commerce and digital purchasing habits.
 Both genders exhibit a higher inclination towards online stores, with females
showing a slightly higher preference for online purchases.
 Offline retail stores are the least favored option among the respondents, with only
15
individuals indicating a preference for this channel.

49
From where would you prefer to purchase smartwatch from?

Count of from where would you

prefer to purchase smartwatch
from?
Column Labels
Anywhere (No Offline Retail Online Grand

Annual income Preference) Store Store Total

12 lakhs and above 2 2 1 5

3 - 6 lakhs 3 6 8 17

6 - 9 lakhs 3 4 11 18

9 - 12 lakhs 1 3 4

Up to 3 lakhs 24 3 39 66
Grand Total 33 15 62 110

From where would you prefer to purchase smartwatch from

Numbers of persons ?
50
39
40
30 24
20 Anywhere (No Preference)
11
6 8 Offline Retail Store
10 3 3 4 3 3
2 2 1 1 Online Store
0
12 lakhs and3 - 6 lakhs 6 - 9 lakhs 9 - 12 lakhs Upto 3 lakhs
above
Annual Income

Interpretation

1. The majority of people across all income categories prefer to purchase smartwatches
from online stores.
2. For the lowest income category (Up to 3 lakhs), there is a significant preference for
purchasing smartwatches from online stores compared to offline retail stores.
3. The "Anywhere" category indicates that a sizable portion of respondents does not have
a specific preference and may choose to purchase from either online or offline stores.

Overall, the data suggests that online stores are the most preferred option for purchasing
smartwatches, regardless of income level.

50
Count of from where would you prefer
to purchase smartwatch
from? Column Labels
Anywhere (No Offline Retail Online Grand

Occupation Preference) Store Store Total

Business 6 2 11 19

Other 5 5 10
Professional 3 6 12 21

Salaried 5 5 7 17

Student 14 2 27 43
Grand Total 33 15 62 110
From where would you prefer to purchase smartwatchAnywhere
from (No
Preference)
?
30 Offline Retail Store
27

25
Numbers of persons

Online Store
20

15 14
12
11
10
7
6 6
5 5 5 5
5 3
2 2

0
Business Other Professional Salaried Student
Occupation

Interpretation

Based on the above responses, it can be observed that a majority of respondents prefer
purchasing smartwatches from online stores, with 62 out of 110 individuals choosing this
option. Offline retail stores are preferred by 15 individuals, and 33 respondents have no
specific preference and are open to purchasing from anywhere. The distribution of
preferences varies among different occupations, with students showing a higher inclination
towards online stores

51
 From where would you prefer to purchase smartwatch from?

Which is your most preferred brand of smartwatch?

Count of
Which is
your most
preferred brand
of smartwatch?
Column
Labels
Grand

Age Apple Boat Bolt Fasttrack Fitbit Honor Mi Noise Samsung Titan Total
20-28 years 6 10 3 9 1 3 9 4 5 50

28-36 years 3 7 2 1 1 3 2 4 23

36-44 years 3 6 2 1 1 2 15

above 44
years 1 3 1 5

Less than 20
years 6 5 1 1 3 1 17

Grand Total 19 31 4 15 1 2 4 16 7 11 110

Interpretation

52
To analyze the given table, we can examine the counts of preferred smartwatch brands across
different age groups. Here are some observations:

53
1. Among the age groups, the highest count for Apple is in the "Less than 20 years"
category, with 6 respondents selecting Apple as their preferred brand.

2. Boat, with a count of 31, has the highest overall preference among all the brands.

3. For the age group "20-28 years," Boat is the most preferred brand with a count of
10.

4. Apple is the second most preferred brand overall, with a count of 19.

5. Fasttrack, Titan and Noise have moderate counts.

6. Fitbit, Mi, Honor, and Bolt have lower preference counts compared to other brands.

54
Which is your most preferred brand of smartwatch?

Count of Which is your most preferred brand of

smartwatch? Column Labels
Grand

Brands Female Male Total

Apple 6 13 19
Boat 17 14 31
Bolt 4 4

Fasttrack 7 8 15
Fitbit 1 1

Honor 2 2

Mi 2 2 4
Noise 7 9 16
Samsung 2 5 7

Interpretation

55
 Apple: 6 females and 13 males prefer Apple smartwatches, with a total count of 19.
 Boat: 17 females and 14 males prefer Boat smartwatches, resulting in a total count
of
31.
 Bolt: 4 males prefer Bolt smartwatches.
 Fasttrack: 7 females and 8 males prefer Fasttrack smartwatches, making a total of
15.
 Fitbit: 1 female prefers Fitbit smartwatches.
 Honor: 2 females prefer Honor smartwatches.
 Mi: 2 females and 2 males prefer Mi smartwatches, totaling 4.
 Noise: 7 females and 9 males prefer Noise smartwatches, resulting in a total count
of
16.
 Samsung: 2 females and 5 males prefer Samsung smartwatches, making a total of 7.
 Titan: 5 females and 6 males prefer Titan smartwatches, with a total count of 11.

56
 Which is your most preferred brand of smartwatch?

Count of
Which is your most
preferred
brand of Column
smartwatch? Labels

Grand
Occupation Apple Boat Bolt Fasttrack Fitbit Honor Mi Noise Samsung Titan Total

Business 5 6 1 1 1 2 3 19

Other 1 3 1 1 2 1 1 10

Professional 1 8 4 1 1 1 1 2 2 21

Salaried 3 6 3 1 1 3 17

Student 9 8 3 7 1 10 3
2 43
Grand Total 19 31 4 15 1 2 4 16 7 11 110
 52

Interpretation

• Students show diverse brand preferences: Students demonstrated a wide range of

brand preferences, with significant counts for Boat (8), Apple (9), Noise (10), and
Fasttrack (7). This suggests that students have a diverse set of preferences when it
comes to smartwatch brands, possibly driven by factors such as affordability,
functionality, or fashion appeal.

• Boat is the most preferred brand overall: Boat smartwatches had the highest total
count of 31, indicating that it is the most preferred brand among the respondents
across all occupations. Boat smartwatches received notable preference across
multiple occupation types, including Business, Other, Professional, Salaried, and
Student. This suggests that Boat has a broad customer base and appeals to
individuals from diverse occupational backgrounds.

• Apple is a popular choice across various occupations: Apple smartwatches were

preferred by a total of 19 individuals across different occupations. The highest
preference came from the Business occupation, with 5 individuals selecting Apple

58
 as their preferred brand. This suggests that Apple smartwatches have a significant
appeal among professionals in the business sector.

• Brand preferences vary across occupations: The analysis reveals that different
occupations exhibit varying preferences for smartwatch brands. For example, Honor
smartwatches were exclusively preferred by individuals in the Business occupation,
while Fitbit smartwatches had only one preference from the Salaried occupation.
This indicates that brand perception and preferences may differ based on the nature
of the occupation and the needs/preferences of individuals within those occupations.

• The analysis highlights the popularity of brands such as Apple and Boat, the varied
preferences across different occupations, and the significance of brand appeal in the
student demographic.

Which is your most preferred brand of smartwatch?

Count of Which is
your most
preferred brand of Column
smartwatch? Labels
Grand

Annual income Apple Boat Bolt Fasttrack Fitbit Honor Mi Noise Samsung Titan Total
12 lakhs and
above 2 1 1 1

3 - 6 lakhs 2 5 5

6 - 9 lakhs 4 3 3 1 1

9 - 12 lakhs 1

Up to 3 lakhs 11 21 4 6

59
 5

1 2 17

2 3 18

3 4

4 3 66
• The income group of 12 lakh and above mostly preferred Apple brand of
smartwatch.
• The income group of 3-6 lakh mostly preferred Boat brand of smartwatch.
• The income group of 6-9 lakh mostly preferred Apple brand of smartwatch.
• The income group of 9-12 lakh mostly preferred Titan brand of smartwatch.
• The income group of up to 3 lakh mostly preferred Boat brand of smartwatch.

What are the factors that you consider most before purchase of a smartwatch?
Count of Column
Factor Labels
Grand
Age Aesthetic Availability Performance Price Feature
Total
20-28 years 10 9 26 24 30 99
60
 28-36 years 5 1 16 6 10 38 36-44 years 5 2 9 6 8 30
above 44 years 4 1 2 7

Less than 20

Interpretation

• Performance and Feature have the highest count with 59 each, followed by Price
with 40. Aesthetic and Availability have relatively lower counts with 21 and 16,
respectively.
• The Age group of 20-28 years consider Performance and Feature before purchase of
a
smartwatch.
• All age group consider Performance as an important factor before purchase of a
smartwatch.

What are the factors that you consider most before purchase of a smartwatch?
Count of
Column Labels
Factor
Grand
Gender Aesthetic Availability Performance Price Feature
Total
Female 7 4 25 16 28 80

61
 Interpretation

 Overall, males have higher counts in each factor compared to females. This suggests
that males might prioritize these factors more or have different preferences.
 Performance and feature seem to be the most significant factors for both genders,
with the highest counts overall. This indicates that performance and feature are
crucial considerations for both males and females.

 Aesthetic and availability have relatively lower counts compared to other factors,
indicating that they might be considered less important or have less influence on
purchasing decisions.

 Price has a moderate count, indicating that it is still a significant factor but not as
high
as performance and feature.
What are the factors that you consider most before purchase of a smartwatch?

Count of Factor
Grand
Occupation Aesthetic Availability Performance Price Feature
Total
Business 5 3 12 9 11 40

Other 2 2 6 2 5 17
62
Professional 5 2 14 8 11 40

Salaried 3 1 8 7 8 27

Student 6 8 19 14 24 71

Grand Total 21 16 59 40 59 195

Interpretation

• Business man consider Performance as an important factor before purchase of a

smart watch.

63
64


Professional consider Performance as an important factor before purchase of a smart watch.


Salaried person considers Performance & Feature as an important factor before purchase of
a smart watch.

Student consider Feature as an important factor before purchase of a smart watch.

Others consider Performance as an important factor before purchase of a smart

watch. Students generally prioritize performance, price, and features, possibly due
to their need for cost-effective and feature-rich products or services. Business and
professional occupations also value aesthetic, suggesting that appearance plays a
role in these fields. Availability appears to be relatively less important across all
occupations.

58
What are the factors that you consider most before purchase of a smartwatch?
Count of Factor

Grand
Annual Income Aesthetic
Availability Performance Price Feature Total
12 lakhs and above 2 2 1 7
2

3 - 6 lakhs 8 6 9 26 2 1

6 - 9 lakhs 5 13 6 7 31

9 - 12 lakhs 2 2 4

Interpretation

• Overall population (different income level) consider Feature & Performance as an

important factor before purchase of a smartwatch.

66

Annual income of 12 lakhs and above consider Feature & Performance as an important
factor before purchase of a smartwatch.

Annual income of 3-6 lakhs considers Feature as an important factor before purchase
of a smartwatch.

Annual income of 6-9 lakhs considers Performance as an important factor before purchase
of a smartwatch.

Annual income of 9-12 lakhs considers Feature & Performance as an important factor
before purchase of a smartwatch.

Annual income of up to 3 lakhs considers Feature as an important factor before purchase of
a smartwatch.

60
How much money are you willing to pay in order to purchase your preferred
smartwatch
Count of How much
money are you willing to
pay in order to purchase
your preferred
smartwatch

Above Below Grand

2500350
Age 1500-2500 0 35004500 4500 1500 Total

20-28 years 21 17 3 5 4 50

28-36 years 9 5 2 3 4 23

36-44 years 5 3 1 4 2 15

above 44 years 3 1 1 5

Interpretation

• It can be observed that the majority of the individuals surveyed are interested in
purchasing a smartwatch within the lower price ranges of 1500-2500.

68



The most popular price range among the respondents is 1500-2500, with 44 individuals

 willing to pay within this range.

The next preferred price range is 2500-3500, with 29 individuals willing to pay within

 this range.
A smaller number of individuals, 7 in total, are willing to pay within the 3500-4500 price

 range.
There are 15 individuals who are willing to pay above 4500 for their preferred smartwatch.
Similarly, 15 individuals are interested in purchasing a smartwatch below 1500.

70

62
 How much money are you willing to pay in order to purchase your
preferred smartwatch

Count of How much money

are you willing to pay in
order to purchase your
preferred smartwatch

Column Labels
2500- 3500- Above Below Grand

Gender 1500-2500 3500 4500 4500 1500 Total

Female 25 9 3 6 4 47

Male 19 20 4 9 11 63

Grand Total 44 29 7 15 15 110

Interpretation
1. Among the female respondents:
 25 preferred smartwatches priced between 1500-2500.
 9 preferred smartwatches priced between 2500-3500.
 3 preferred smartwatches priced between 3500-4500.
 6 preferred smartwatches priced above 4500.
 4 preferred smartwatches priced below 1500.
 Among the male respondents:
2. 19 preferred smartwatches priced between 1500-2500.
 20 preferred smartwatches priced between 2500-3500.
 4 preferred smartwatches priced between 3500-4500.
 9 preferred smartwatches priced above 4500.
 11 preferred smartwatches priced below 1500.
3. The majority of respondents preferred smartwatches priced between 1500-2500
regardless of gender.
4. The male population preferred smartwatches priced between 2500-3500.
5. The female population preferred smartwatches priced between 1500 2500.

72
 How much money are you willing to pay in order to purchase your
preferred smartwatch
Count of How much money
are you willing to pay in
order to purchase your
preferred smartwatch

Column Labels
2500-
35004500 Above Below Grand
3500
Occupation 1500-2500 4500 1500 Total
Business 8 5 3 3 1
9
Other 4 1 1 1 3 1
0
Professional 6 8 3 3 1 2
1
Salaried 6 4 2 2 3 1
7
Student 20 11 1 6 5 4
3
Grand Total 44 29 7 15 15 110

Interpretation

• Overall population willing to pay Rs 1500-2500 in order to purchase their preferred

smartwatch.

73
 • Professional are willing to pay Rs 2500-3500 in order to purchase their preferred
smartwatch.

How much money are you willing to pay in order to purchase your preferred
smartwatch
Count of How much
money are you willing to
pay in order to purchase
your preferred
smartwatch Column Labels
3500450 Above Below Grand
Annual income 1500-2500 25003500 0 4500 1500 Total
12 lakhs and above 1 2 2 5

3 - 6 lakhs 4 8 2 1 2 17

6 - 9 lakhs 5 7 4 1 1 18

9 - 12 lakhs 2 2 4

Up to 3 lakhs 34 12 1 9 10 66

Grand Total 44 29 7 15 15 110

Interpretation

74
• 12 lakhs and above income group are willing to pay above Rs 4500 in order to
purchase their preferred smartwatch.

75
In your opinion what attributes do you consider while searching for a
3-6 lakhs income group are willing to pay Rs 2500-3500 in order to purchase their preferred
 smartwatch.
6-9 lakhs income group are also willing to pay Rs 2500-3500 in order to purchase their
 preferred smartwatch.
9-12 lakhs income group are willing to pay above Rs 4500 in order to purchase their
 preferred smartwatch.
Up to 3 lakhs income group are willing to pay Rs 1500-2500 in order to purchase their
 preferred smartwatch.

77

67
 In your opinion what attributes do you consider while searching for a smart-watch?
smart-watch?

Count of
Attributes
OS and
Battery
Age Communication NFC (Near Field Communication App Grand
life
for wireless payments) selection Total
20-28

32 11 11 24 78

years

28-36

13 7 6 10 36

years

36-44

11 4 6 6 27

years

above 44

3 1 1 3 8

years

Less than

9 4 4 6 23

20 years

Grand
68 27 28 49 172
Total

WHAT ATTRIBUTES DO YOU CONSIDER

Battery life

Communication

NFC (Near Field Communication for wireless

payments)

78
 In your opinion what attributes do you consider while searching for a

24
32
NUMBER OF

11
11

13

11
PERSONS

10

9
1
1

6
6
6
7

4
4
6

4
20 -28 YE ARS 28 -36 Y EARS 3 6-44 Y EARS ABOVE 44 YE ARS LE SS T HAN 2 0
Y EARS
AGE
Interpretation

• Battery life is an important attribute for all age group i.e., it was searched by all age
group member while searching for a smartwatch.
• It shows that battery life & OS and App selection is an important factor.

Count of Column
Attributes
Labels

Battery NFC (Near Field Communication for OS and App Grand

Gender Communication selection
wireless payments) Total
life
Female 28 10 10 20 68

Male 40 17 18 29 104

Grand Total 68 27 28 49 172

WHAT ATTRIBUTES DO YOU CONSIDER

40

29
28
NUMBER OF

20
PERSONS

18
17

10
10

BATT ERY LI FE COMMU NICAT ION NFC (NEAR F IELD OS AND AP P SE LE CTI ON
COMMU NICAT ION F OR
W IRE LE SS P AYME NT S)
COLU MN LABELS

GENDER

79
In your opinion what attributes do you consider while searching for a smart-watch?
Interpretation

• Male and female both consider battery life as an important attribute while searching for
a smartwatch.
• The second most important attribute was OS & App selection.

80
 In your opinion what attributes do you consider while searching for a smart-
watch?

Count of Column
Attributes
Labels
OS and
Battery NFC (Near Field Communication Grand
Occupation Communication App
life for wireless payments) selection Total

Business 13 5 4 8 3
0
1
Other 4 3 4 6
7
3
Professional 15 4 7 9
5
2
Salaried 11 4 4 7
6
6
Student 25 11 9 19 4
Grand Total 68 27 28 49 172

WHAT ATTRIBUTES DO YOU CONSIDER

30
Number of persons 25 Column Labels Battery life
25
19
20
15 Column Labels Communication
15 13
11 11
9 9
10 8 Column Labels NFC (Near Field
6 7 7
5 Communication for wireless
4 4 3 4 4 4 4
5 payments)
Column Labels OS and App selection
0
Business Other Professional Salaried Student
occupation

Interpretation

• Student, Salaried, Professional, Business considers battery life as an important

attribute while searching for a smartwatch.
• Others consider OS & App selection as an important attribute while searching for a
smartwatch.

81
 In your opinion what attributes do you consider while searching for a smart-
watch?

Count of Column
Attributes
Labels
NFC (Near Field
Annual Battery Communication for OS and App
Communication wireless payments) Grand Total
income life selection

12 lakhs
5 1 6
and above

3 - 6 lakhs 12 2 3 4 21 6 - 9 lakhs 10 4 5 8
27
9 - 12 lakhs 2 1 2 2 7
Up to 3
39 20 18 34 111
lakhs
Grand
68 27 28 49 172
Total

Interpretation

 Every income group consider battery life as an important attribute while searching
for a smartwatch.
 Second important attribute was OS & App selection for every income group.

82
 You are willing to buy a smartwatch even though the price is higher?

Count of You are

willing to buy a
smartwatch even
though the price is Column
higher.
Labels
Strongly Strongly Grand
agree disagree Total
Age Agree Disagree Neutral
20-28 years 21 5 20 1 3 50

28-36 years 10 4 6 1 2 23

36-44 years 3 1 9 2 15

above 44 years 2 2 1 5

Less than 20 years 2 4 7 1 3 17

Grand Total 36 16 44 5 9 110

Interpretation

 20-28 years: Out of the 50 respondents, 21 agree, 5 disagree, 20 are neutral, 1 strongly
agrees, and 3 strongly disagree.

83
  28-36 years: Out of the 23 respondents, 10 agree, 4 disagree, 6 are neutral, 1 strongly
agrees, and 2 strongly disagree.
 36-44 years: Out of the 15 respondents, 3 agree, 1 disagrees, 9 are neutral, and 2 strongly
agree.
 Above 44 years: Out of the 5 respondents, 2 disagree, 2 are neutral, and 1 strongly
disagrees.
 Less than 20 years: Out of the 17 respondents, 2 agree, 4 disagree, 7 are neutral, 1
strongly agrees, and 3 strongly disagree.

Based on this analysis, we can see that the willingness to buy a smartwatch even though the
price is higher is highest among the 20-28 years age group, with 21 out of 50 respondents
agreeing. The next highest group is the 28-36 years age group, with 10 out of 23
respondents agreeing. The willingness to buy decreases for the older age groups, with fewer
respondents showing agreement. The above 44 years age group has the lowest willingness,
with only 2 respondents disagreeing. The age group of less than 20 years are neutral to
purchase smartwatch when price of smartwatch are high in market.

84
 You are willing to buy a smartwatch even though the price is higher?

Count of You are

willing to buy a
smartwatch even
though the price is
higher.
Column Labels

Strongly Grand
Strongly agree
disagree Total
Gender Agree Disagree Neutral
Female 17 7 19 2 2 47

Male 19 9 25 3 7 63

Grand Total 36 16 44 5 9 110

You are willing to buy a smartwatch even though the price is higher.

85
30
25

Number of persons

19

9
7

3
2 2

25

20
Agree
15Disagree
Neutral
10
Strongly agree
5
Strongly disagree
0

86
You are willing to buy a smartwatch even though the price is higher?

Female Male
Gender
Interpretation

1. Females:
 Agree: (17 / 47) * 100 ≈ 36.17%
 Disagree: (7 / 47) * 100 ≈ 14.89%
 Neutral: (19 / 47) * 100 ≈ 40.43%
 Strongly agree: (2 / 47) * 100 ≈ 4.26%  Strongly disagree: (2 / 47) * 100 ≈
4.26%
2. Males:
 Agree: (19 / 63) * 100 ≈ 30.16%
 Disagree: (9 / 63) * 100 ≈ 14.29%
 Neutral: (25 / 63) * 100 ≈ 39.68%
 Strongly agree: (3 / 63) * 100 ≈ 4.76%
 Strongly disagree: (7 / 63) * 100 ≈ 11.11% Observations:

In terms of gender, more males (63) participated in the survey compared to females (47).

In the "Agree" category, females (36.17%) have a slightly higher percentage than males
(30.16%).

In the "Disagree" category, females (14.89%) and males (14.29%) have similar percentages.

In the "Neutral" category, females (40.43%) have a slightly higher percentage than males
(39.68%).

In the "Strongly agree" category, females (4.26%) and males (4.76%) have similar percentages.

In the "Strongly disagree" category, females (4.26%) and males (11.11%) have different
percentages, with males having a higher percentage.

Overall, based on the data provided, both males and females are willing to buy a
smartwatch even though the price is higher. However, the percentage distribution varies
slightly between the genders for each category.

87
Count of You are
willing to buy a
smartwatch even
though the price is Column
higher. Labels
Strongly agree Strongly Grand
disagree Total
Occupation Agree Disagree Neutral
Business 9 2 5 1 2 19

Other 4 1 5 10

Professional 7 3 8 2 1 21

Salaried 4 3 7 1 2 17

Student 12 7 19 1 4 43

Grand Total 36 16 44 5 9 110

Interpretation

1. Business:
 Agree: (9 / 19) * 100 = 47.4%
 Disagree: (2 / 19) * 100 = 10.5%
 Neutral: (5 / 19) * 100 = 26.3%

88
You are willing to buy a smartwatch even though the price is higher?

 Strongly Agree: (1 / 19) * 100 = 5.3%  Strongly Disagree: (2 / 19) * 100 =

10.5%
2. Other:
 Agree: (4 / 10) * 100 = 40%
 Disagree: (1 / 10) * 100 = 10%
 Neutral: (5 / 10) * 100 = 50%
3. Professional:
 Agree: (7 / 21) * 100 = 33.3%
 Disagree: (3 / 21) * 100 = 14.3%
 Neutral: (8 / 21) * 100 = 38.1%
 Strongly Agree: (2 / 21) * 100 = 9.5%  Strongly Disagree: (1 / 21) * 100 =
4.8%
4. Salaried:
 Agree: (4 / 17) * 100 = 23.5%
 Disagree: (3 / 17) * 100 = 17.6%
 Neutral: (7 / 17) * 100
Count of You are
willing to buy a
smartwatch even
though the price is
higher.
Column Labels

Strongly agree Strongly Grand

disagree
Annual income Agree Disagree Neutral Total
12 lakhs and above 2 2 1 5

3 - 6 lakhs 4 3 8 1 1 17

6 - 9 lakhs 10 3 5 18

9 - 12 lakhs 1 1 1 1 4

Up to 3 lakhs 19 10 28 3 6 66
Grand Total 36 16 44 5 9 110

89
 30 28

25

20 19
Agree
Disagree
15
Neutral
10 10
10 8 Strongly agree
6 Strongly disagree
5
5 4
3 3 3
2 2
1 1 1 1 1 1 1
0 0 0 0 0
0
12 lakhs and 3 - 6 lakhs 6 - 9 lakhs 9 - 12 lakhs Upto 3 lakhs
above

Interpretation

 The majority of respondents with an annual income up to 3 lakhs (lowest income

range) are willing to buy a smartwatch even if the price is higher.
 Among respondents in the "Up to 3 lakhs" income range, the highest count of
responses is in the "Agree" category, with 19 respondents.
 The second highest count of responses is in the "Neutral" category, with 28
respondents.
 Overall, the "Agree" and "Neutral" categories have the highest counts across all
income ranges, suggesting that a significant portion of respondents are open to buying
a smartwatch despite the higher price.

 The "Strongly disagree" category has the lowest count of responses across all income
ranges, indicating that a small number of respondents strongly oppose buying a
smartwatch at a higher price.

90
I feel that more expensive smartwatches are better in quality.

Count of I feel that more

expensive
smartwatches are better Column
in quality.
Labels

Strongly Strongly Grand

agree disagree
Age Agree Disagree Neutral Total
20-28 years 23 11 13 3 50

28-36 years 10 1 9 2 1 23
36-44 years 5 1 7 2 15

above 44 years 1 3 1 5

Less than 20 years 6 3 5 2 1 17

Grand Total 45 19 35 6 5 110

The younger age groups (20-28 years and Less than 20 years) have a higher tendency to
strongly disagree or strongly agree with the statement about expensive smartwatches and
quality. The age group above 44 years has a higher tendency to disagree. The highest count
of respondents who agree is in the age group 20-28 years. The age group 28-36 years has
the highest count of respondents who are neutral.

91
 I feel that more expensive smartwatches are better in quality.

Count of I feel
that more
expensive
smartwatches are
better in quality.
Column Labels
Strongly Grand
Row Labels Agree Disagree Neutral Strongly agree disagree Total
Female 19 8 19 1 47

Male 26 11 16 5 5 63

Grand Total 45 19 35 6 5 110

 Both Male and Female are agree that, more expensive smartwatch are better in
quality.

Count of I feel that Column

more Labels
expensive

92
I feel that more expensive smartwatches are better in quality.

smartwatches are
better in quality.
Strongly agree Strongly Grand
disagree Total
Row Labels Agree Disagree Neutral
Business 10 6 2 1 19

Other 3 1 4 2 10

Professional 9 3 9 21

Salaried 6 4 6 1 17

Student 17 11 10 2 3 43

Grand Total 45 19 35 6 5 110

Interpretation

 The majority of respondents agree or strongly agree with the statement, as

indicated by the highest counts in the "Agree" and "Strongly agree" columns.

93
  The "Disagree" and "Strongly disagree" columns have lower counts, suggesting that a
smaller portion of respondents disagree with the statement.

 The "Neutral" column indicates a moderate number of neutral responses, meaning that
some respondents neither agree nor disagree with the statement.

 Among the different groups, the Student category has the highest number of responses,
with 43 students providing their opinions on the statement.

 The Professional group has the second-highest number of responses, followed by the
Business, Salaried, and Other groups.

 Overall, the table suggests that a significant portion of the respondents (especially
students) agree or strongly agree with the idea that more expensive smartwatches are
better in quality.

I feel that more expensive smartwatches are better in quality.

Count of I feel that

more expensive
smartwatches is
better in quality. Column Labels
Strongly agree Strongly Grand
Annual income Agree Disagree Neutral disagree Total
12 lakhs and above 3 1 1 5

3 - 6 lakhs 5 2 8 2 17

6 - 9 lakhs 10 3 4 1 18

9 - 12 lakhs 1 1 1 1 4

Up to 3 lakhs 26 13 21 4 2 66

Grand Total 45 19 35 6 5 110

94
 Interpretation

Across all income groups, the majority of individuals agree or strongly agree that more
expensive smartwatches are better in quality. The highest count of agreement is in the income
group "Up to 3 lakhs" with 26 individuals agreeing, followed by "12 lakhs and above" with 3
individuals agreeing.

The income group "3 - 6 lakhs" has the highest count of strong disagreement, with 17
individuals strongly disagreeing with the statement.

Overall, the highest count of disagreement and neutral responses is in the income group "Up
to 3 lakhs."

95
How important are the following factors for making purchase decision of a
smartwatch? (Rate 1 for least important and 5 for most important)

t -Test

t-Test: Two-Sample Assuming Unequal

Variances
Male Female

Mean 3.070565 2.958333

Variance 1.401957 1.259233

Observations 62 45

Hypothesized
Mean
Difference 0

df 98

t Stat 0.498952

P(T<=t) one-tail 0.309466

t Critical one-
tail 1.660551

P(T<=t) two-tail 0.618931

t Critical two-
tail
1.984467

96
 H0- There is no significance difference

between male and female population.

H1- There is significance difference

between both the population.

T calculated < T tabulated

Null hypothesis is failed to reject.

 There is no significance difference

between male and female

population.
 Overall population was Neutral on
the importance of the following
factor, for making purchase decision
of a smartwatch.

97
How much money are you willing to pay in
order to purchase your preferred smartwatch

t -Test

t-Test: Two-
Sample Assuming
Unequal
Variances

How much
money How much money are you H0- There is no significance difference

willing to are you willing to pay in between male and female population.

order to H1- There is significance difference

pay in order to purchase your between both the population.
purchase your preferred
T calculated < T tabulated
preferred smartwatch
Null hypothesis is failed to reject.
smartwatch male female
There is no significance difference
Mean 2.698413 2.652174
between male and female population to
Variance 1.568868 1.298551 pay the price in order to purchase
smartwatch.
Observations 63 46
Average population are willing to pay Rs
Hypothesized
2500-3500
to purchase smartwatch.
Mean Difference 0

df 102

t Stat 0.200599

P(T<=t) one-tail 0.420706

t Critical one-tail 1.65993

P(T<=t) two-tail 0.841412

t Critical two-tail 1.983495

98
99
100
101
Interpretation

From the above Anova: Single factor table shows the

 H0- There is no significance difference between different age group of population.

 H1-There is significance different between different age group of population.
 P>0.05 i.e. 0.43>0.05 means that Null hypothesis failed to reject.
 Calculated < Critical i.e. 0.95<2.45 means that there is no significant difference
between different age group of population.
 Overall population was neutral on various factor. (Likert scale question)

102
 ANOVA with Likert scale question (All Likert scale question with
Occupation group)

Anova: Single Factor

SUMMARY
Occupation Count Sum Average Variance

student 43 113.3333 2.635659 0.241079

Business 19 50.83333 2.675439 0.726771

Professional 21 53.83333 2.563492 0.273545

Salaried 17 45.16667 2.656863 0.296773

other 10 26.83333 2.683333 0.336111

ANOVA

Source of
Variation SS df MS F P-value F crit

Between Groups 0.169752 4 0.042438 0.122245 0.97423 2.45821

Within Groups 36.45146 105 0.347157

Total 36.62121 109

Interpretation

From the above Anova: Single factor table shows the

 H0- There is no significance difference between different Occupational group of

population.
103
 H1- There is significance difference between different Occupational group of
population.
 P>0.05 i.e. 0.97>0.05 means that Null hypothesis failed to reject.
 Calculated < Critical i.e. 0.122<2.45 means that there is no significant difference
between different Occupational group of population.
 Overall population was neutral on various factor. (Likert scale question)

104
Chapter-4

105
 FINDINGS

Out of 110 respondents: 15 % respondents are less than 20 years,45% respondents
are 20-28 years, 21% respondents are 28-36 years, 14% respondents are 36-44
years, 5% respondents are above 44 years.

Out of 110 respondents: 57% respondents are male, 43% respondent are female.

Out of 110 respondents: 39% respondent are students, 17% respondents are
business,16% respondents are salaried persons, 19% respondents are professional,
9% respondents are others.

Out of 110 respondents: 60% respondents earn annual income up to 3 lakhs, 15%
respondents earn 3 to 6 lakhs annually, 16% respondents earn 6 to 9 lakhs annually,
4% respondents earn 9 to 12 lakhs annually, 5% respondents earn annual income 12
lakhs and above.

Out of 110 respondents: 26% respondents purchase smart watch because of their
interest in fashion and fitness tracking, 23% respondents purchase smart watch
because of their interest in usefulness, 22% respondents purchase smart watch
because of their interest in comfort, 5% respondent purchase smart watch because of
other reason.

Out of 110 respondents: 56.4% respondents prefer to purchase from anywhere,
13.6% respondents prefer to purchase from offline retail store, 30% respondents
have no preference, they purchase from anywhere.

Out of 110 respondents: 19% respondents prefer to purchase Boat company smart
watch, 13% respondents prefer to purchase Apple company smart watch, 12%
respondents prefer to purchase Samsung company smart watch, 9% respondents
prefer to purchase Titan company smart watch, 15% respondents prefer to purchase
Noise company smart watch, 4% respondents prefer to purchase Mi company smart
watch, 5% respondents prefer to purchase Honor company smart watch, 3%
respondents prefer to purchase Fitbit company smart watch, 14% respondents prefer
to purchase Fasttrack company smart watch, 6% respondents prefer to purchase Bolt
company smart watch.

Out of 110 respondents: 28% respondents were mostly preferred to purchase Boat
company smart watch, 17% respondents were mostly preferred to purchase Apple
company smart watch, 10% respondents were mostly preferred to purchase Titan
 company smart watch, 6% respondents were mostly preferred to purchase Samsung
company smart watch, 14% respondents were mostly preferred to purchase Noise
company smart watch, 4% respondents were mostly preferred to purchase Mi
company smart watch, 2% respondents were mostly preferred to purchase Honor
company smart watch, 1% respondents were mostly preferred to purchase Fitbit
company smart watch, 14% respondents were mostly preferred to purchase
Fasttrack company smart watch, 4% respondents were mostly preferred to purchase
Bolt company smart watch.

Out of 110 respondents: 40% population was agreed, 38.2% population was neutral,
4.5% population was disagreed, 7.3% population was strongly disagreed, 10%
population was strongly agreed, there preference for smartwatch device is primarily
due to interest in fitness & health.

Out of 110 respondents: 53% population were agree, 8% population were strongly
agree, 32% population were neutral, 2% population were disagree, 5% population
were strongly disagree that there brand preference for the smartwatch influences
there purchase decision.

Out of 110 respondents: Features are the most important factors, Performance are
the neutral factors, Aesthetic are the slightly important factors, Price are the neutral
factors, Availability are the neutral factors, Warranty & Repairs are the neutral
factors, Battery life are the most important factors, Advertisements are the neutral
factors for making purchase decision of a smartwatch.

Out of 110 respondents: 33% respondents are Agree, 14% respondents are Disagree,
40% respondents are Neutral, 5% respondents are Strongly agreed, 8% respondents
are Strongly disagreed that they willing to buy smartwatch even through the price is
higher.

Out of 110 respondents: 30% respondents consider Features and Performance, 21%
respondents consider Price, 11% respondents consider Aesthetic, 8% respondents
consider Availability factor before purchase of a smartwatch.

Out of 110 respondents: 14% respondents are willing to pay below RS 1500, 40%
respondents are willing to pay RS 1500-2500, 26% respondents are willing to pay
RS 2500-3500, 6% respondents are willing to pay RS 3500-4500, 14% respondents
are willing to pay above RS 4500 in order to purchase his/her preferred smartwatch.
 Out of 110 respondents: 44% respondents were Agree, 8% respondents were

Disagree, 36% respondents were Neutral, 6% respondents were Strongly agreed &
strongly disagree that opinion of their family and friends affects their buying
decision.

Out of 110 respondents: 5% respondents are Strongly agreed, 41% respondents are
Agree, 17% respondents are Disagree, 32% respondents are Neutral, 5%
respondents are Strongly disagreed, 41% respondents feels that expensive smart
watches are better in quality.

Out of 110 respondents: 40% respondents were considered Battery life, 28%
respondents were considered OS and App selection, 16% respondents were
considered NFC (Near Field Communication for wireless payments) and
Communication while searching for a smart watch.

Out of 110 respondents: 53% respondents were Agree, 7% respondents were
Strongly agreed, 27% respondents were Neutral, 6% respondents were Disagree,
7% respondents were Strongly disagreed that they choose a smartwatch that has a
better Bluetooth and GPS.

96
 CONCLUSION

Smartwatch is an electronic device with multiple features. It combines the functionality of a

classic watch with cutting edge feature like fitness monitoring, smartphone integration and
App accessibility. This research has emphasised on consumer behaviour and factor that
influence consumer decision. Study identifies the factor that impact the consumer buying
behaviour with reference to smart watches in Varanasi. In my study I found fitness tracking
is the most genuine reason as well as fashion for which people wants to purchase the
smartwatch and they prefer online store. Boat and noise brands of smartwatch is the first
choice of most of the population.

Based on above study we may conclude that:

Objective Conclusion

Factors that impact the consumer buying Based on above study factors that impacts
behaviour with reference to smartwatch in the consumer buying behaviour with reference
Varanasi.
to smartwatch in Varanasi are Features,
Performance, Aesthetic, Price, Availability,
Battery life, advertisement and Warranty and
Repair

Access critical factors to enhance customer Based on above study Features and
buying behaviour. performance are the critical factor to enhance
the customer buying behaviour.

97
 Recommendation & Suggestion

Based on the findings provided, here are some recommendations and suggestions:

• Targeted Marketing: The data shows that individuals in various age groups and
occupations have distinct preferences for smartwatches. Businesses should
customise their marketing plans to properly target and appeal to various
demographic groups. For instance, while professionals could be interested in
cutting-edge capabilities for productivity and fitness tracking, targeting students
with aspects relating to price and ease.
• Focus on Fashion and Fitness: A sizable portion of respondents (26%) bought
smartwatches because they were interested in tracking their fashion and fitness. In
order to appeal to the fashion-conscious market, manufacturers should place a
strong emphasis on the design and aesthetics of their smartwatches. Additionally,
highlighting the health advantages of fitness features and promoting them can draw
in new clients.
• Offline Retail Presence: Despite the fact that the majority of respondents (56.4%)
prefer making purchases from any location, a sizable percentage (13.6%) still
prefers visiting physical stores. In order to serve customers who, prefer in-person
shopping experiences, businesses need continue to be present in physical retail
locations.
• Brand Preferences: According to respondents, the top three brands they favoured
were Samsung, Apple, and Boat. To capitalise on their popularity, businesses like
Boat should keep putting quality into their products and marketing. Other
companies should study the characteristics that influence consumer preference for
these brands and implement them into their own strategy.
• Importance of Features: The data suggests that features, battery life, and price play
crucial roles in customers' purchase decisions. Manufacturers should prioritize these
aspects and ensure that their smartwatches offer compelling features, sufficient
battery life, and competitive pricing.
• Respondents' willingness to pay for smartwatches across a range of price points was
segmented by price. With the use of this data, manufacturers may respond to a
variety of budgetary tastes by offering a wide selection of smartwatches at different
price points.

98

Influence of Opinions: A sizable majority of respondents (44%), had some influence
on their purchasing decisions based on the opinions of family and friends.
Companies can take advantage of this by putting influencer marketing or referral
programmes in place to promote good word-of-mouth recommendations.

Connectivity and GPS: It was noted that Bluetooth and GPS features were crucial
while selecting a smartwatch. To improve the overall user experience,
manufacturers should concentrate on enhancing these functionalities.

99
 LIMITATIONS

The findings of the study are specific to Varanasi and not applicable to other
cities or regions. Varanasi’s unique socio-culture context, economic factors, and
consumer behaviour pattern may limit the generalizability of the research
findings.

The study was purely confined to 110 sample. A small sample size may not accurately
represent the entire population of Varanasi consumer.

The willingness of respondent to participate in the study may be concern.
Participant may provide inaccurate or socially acceptable answer instead of their
true opinion or behaviour.

Restricted time period available for study.

100
 BIBLIOGRAPHY

 https://www.researchgate.net/publication/329245974_Attitude_and_

Purchase_Intention_Towards_Smartwatches_An_Empirical_Researc

h_on_the_Innovative_Wearable_Technology_Field

 https://repository.iimb.ac.in/handle/2074/19567

 https://www.sciencedirect.com/science/article/pii/S1877050919319532

 Verma, N., & Chandra, A. (2023). Smartwatch Adoption and Buying behaviour: A

Study in Varanasi. International Journal of Consumer Studies, 47(3), 328-343.

 Tiwari, S., & Srivastava, M. (2021). Exploring Consumer Perception and Buying

behaviour towards Smartwatches: A Study in Varanasi. International Journal of

Research in Management and Social Science, 9(2), 132-143.

ANNEXURE

1. Name
2. Your Age
 Less than 20 years
 20-28

120
  28-36
 36-44
 Above 44 years
3. Your Gender  Male
 Female
 Prefer not to say
4. Your Occupation  Student
 Business
 Professional
 Salaried
 Other
5. Your annual Income  Up to 3 lakhs
 3-6 lakhs
 6-9 lakhs
 9-12 lakhs
 12 lakh and above
6. Reason to purchase smart watch (Select all the option
that apply)
 Fashion
 Fitness tracking
 Comfort
 Usefulness
 Other

7. From where would you prefer to purchase smartwatch from?

 Online store
 Offline store
 Anywhere (No Preference)
8. Which of the brands of smartwatches would you prefer for purchasing a smartwatch?
(You can select Multiple Brands)
 Samsung

121
  Noise
 Titan
 Boat
 Fasttrack
 Apple
 Honor
 Mi
 Fitbit
 Bolt
9. Which is your most preferred brand of smartwatch?
 Samsung
 Noise
 Titan
 Boat
 Fasttrack
 Apple
 Honor
 Mi
 Fitbit
 Bolt

10. Your preference for smartwatch device is primarily due to interest in fitness & health.
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
11. Your brand preference for the smartwatch influences your purchase decision.
 Strongly disagree
 Disagree
 Neutral

122
  Agree
 Strongly agree
12. How important are the following factors for making purchase decision of a smartwatch?
(Rate 1 for least important and 5 for most important)
1 2 3 4 5
FEATURES     
PERFORMANCE     
AESTHETIC     
PRICE     
AVAILABILITY     
WARRANTY &     
REPAIRS
BATTERY LIFE     
ADVERTISEMENTS     

13. You are willing to buy a smartwatch even though the price is higher.
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

14. What are the factors that you consider most before purchase of a smartwatch?
 Feature
 Performance
 Aesthetic
 Price
 Availability
15. How much money are you willing to pay in order to purchase your preferred
smartwatch.
 Below 1500
 1500-2500

123
  2500-3500
 3500-4500
 Above 4500
16. The opinion of my family and friends affects my buying decision.
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
17. I feel that more expensive smartwatches is better in quality.
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
18. In your opinion what attributes do you consider while searching for a smartwatch?
 OS and App selection
 NFC (Near field communication for wireless payments)
 Battery life
 Communication

19. I would rather choose a smartwatch brand that has a better Bluetooth and GPS map.
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

124