Abstract

The Indian watch market presents a unique blend of luxury and mid-tier consumer preferences, where per ceptions of brand quality, awareness, and equity vary across demographic segments. This study compares three prominent watch brands, Casio, Tissot, and Rolex, to assess the influence of gender, household income, and city type on consumer evaluations. Data were collected from 86 respondents and analyzed using one way ANOVA and independent t-tests. Results indicate that Rolex consistently outperforms Casio and Tissot in perceived quality, brand awareness, and brand equity, driven by its heritage, exclusivity, and strong brand culture. Casio and Tissot were perceived similarly, highlighting competition within the mid-tier segment. Gen der-based analysis revealed that males consistently rated all constructs higher than females, while lower-in come respondents viewed Casio and Tissot more favorably than higher-income respondents. No significant differences emerged across city tiers. These findings suggest that luxury brands should continue leveraging heritage and exclusivity to maintain equity, while mid-tier brands should emphasize value and aspiration al appeal. Additionally, opportunities exist for targeting underrepresented consumer segments, particularly women, to expand market reach.

DOI: doi.org/10.63721/26JESD0116

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