Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Consumers Insights to Purchase G-Shock Wristwatch

Author(s): Gunjan Malhotra

The purpose of this paper is to determine people's perception of the wristwatch brand 'GSHOCK' and the image of the brand as perceived by the consumer. The study incorporated qualitative and quantitative techniques, which consist of interviews and a survey approach. The study used the theory of planned behavior. The study found low brand recall, less awareness, and product knowledge of G-SHOCK wristwatches among the consumers. The consumers often recognized G-shock watches as a performance brand with a rugged brand personality rather than a fashion brand and complements its design more and less for the high-end technology inbuilt in it. There is a significant difference in the perception of wristwatches between young and old consumers. Consumers are unaware of the creatives and promotion campaign carried by the company. This study has attempted to contribute towards wrist watches companies and the industry as a whole.