A STUDY ON CONSUMER AWARENESS AND PERCEPTION TOWARDS BRAND REPOSITIONING STRATEGIES OF TITAN COMPANY LIMITED WATCHES
Hariharan.R
, Dr J Deepak Kumar
Consumer awareness, Brand repositioning, Consumer perception
This analytical study examines consumer awareness and perception towards the brand repositioning strategies of Titan Company Limited watches. In today’s competitive market environment, brand repositioning has become essential for sustaining market relevance and attracting new customer segments. Titan, traditionally known for reliability and affordability, has repositioned itself as a premium lifestyle and smart wearable brand. The study aims to assess the level of awareness regarding Titan’s repositioning strategies, analyse consumer perception before and after repositioning, and evaluate its impact on brand image, trust, satisfaction, and purchase intention. Primary data was collected through a structured questionnaire from 120 respondents. Statistical tools such as Chi-square test, ANOVA, and Ranking method were used for analysis. The findings reveal that Titan’s repositioning strategies have positively influenced younger and middle-income consumers while maintaining brand trust. However, certain challenges in understanding repositioning strategies were also identified.
"A STUDY ON CONSUMER AWARENESS AND PERCEPTION TOWARDS BRAND REPOSITIONING STRATEGIES OF TITAN COMPANY LIMITED WATCHES", JETNR - JOURNAL OF EMERGING TRENDS AND NOVEL RESEARCH (www.JETNR.org), ISSN:2984-9276, Vol.4, Issue 4, page no.d241-d245, April-2026, Available :https://rjpn.org/JETNR/papers/JETNR2604427.pdf
Volume 4
Issue 4,
April-2026
Pages : d241-d245
Paper Reg. ID: JETNR_234088
Published Paper Id: JETNR2604427
Downloads: 00027
Research Area: Commerce All
Country: Dindugul, Tamil Nadu, India
ISSN: 2984-9276 | IMPACT FACTOR: 9.87 Calculated By Google Scholar | ESTD YEAR: 2023
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.87 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: RJPN (IJPublication) Janvi Wave
