Consumer Behavior & Wearable Technology

This assignment delves into the intersection of consumer behavior and wearable technology. It requires an analysis of market trends driving the growth of wearable devices, particularly among millennials. The influence of factors like personal self-development and technological acceptance on consumer adoption is also examined. Furthermore, the impact of satisfaction levels on repeat purchases and brand loyalty within this sector is investigated.

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Marketing Intelligence

Marketing Intelligence 1
Contents
Task 1-A
Introduction.............................................................................................................................................1
Definition of B2B....................................................................................................................................1
Definition B2C........................................................................................................................................2
Comparison Chart of B2B and B2C for purchase of Wearable technology.............................................3
Conclusion...............................................................................................................................................5
Task 1-B
Buyer Motives and Adoption of Wearable Technology...............................................................................6
Basic needs..........................................................................................................................................6
Psychological needs.............................................................................................................................7
Self-fulfillment needs..........................................................................................................................7
Primary motives:.....................................................................................................................................7
Secondary buying motives.......................................................................................................................7
Adoption of wearable technology............................................................................................................7
Stimuli.....................................................................................................................................................8
External Influences..............................................................................................................................8
Internal influences...............................................................................................................................8
Perceived usefulness............................................................................................................................9
Perceived ease of use...........................................................................................................................9
Attitude................................................................................................................................................9
Behavioral intention............................................................................................................................9
Cultural Factors.................................................................................................................................10
Personal Factors.................................................................................................................................10
Psychological Factors........................................................................................................................10
Conclusion.............................................................................................................................................11
Task 2A
Introduction...........................................................................................................................................12
Segments of wearable technology market..............................................................................................12
Regional Analysis..................................................................................................................................13
Conclusion:............................................................................................................................................14
Task 2 B

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Market of Wearable Technology...........................................................................................................15
SWOT Analysis of Wearable Technology:............................................................................................15
Competitive Analysis............................................................................................................................16
Porter’s Five forces analysis:.................................................................................................................17
Threat of new entrants.......................................................................................................................17
Rivalry among Existing firms............................................................................................................18
Threat of substitute............................................................................................................................18
Bargaining power of Buyers..............................................................................................................18
Bargaining power of Supplier............................................................................................................18
Conclusion.........................................................................................................................................18
Task 3 Research Plan
Abstract.................................................................................................................................................20
Background of the study:.......................................................................................................................20
Review of literature...............................................................................................................................21
Research gap..........................................................................................................................................22
Objectives of the study..........................................................................................................................22
Research Frame work............................................................................................................................22
Hypothesis of the study.........................................................................................................................23
Research Design....................................................................................................................................23
Descriptive research..........................................................................................................................23
Exploratory research..........................................................................................................................23
Questionnaire Development..............................................................................................................23
Sampling Design:..................................................................................................................................24
Sampling Technique..........................................................................................................................24
Sample Size.......................................................................................................................................24
Data Interpretation and Data Analysis...................................................................................................24
Data Interpretation.............................................................................................................................24
Data Analysis....................................................................................................................................24
Analysis of Measurement Model...........................................................................................................25
Task 3 BCustomer Survey……………………………………………………………………………………................................25
Task 3 C PilotSurvey………………………………………………………………………………………………………………………….27
References.................................................................................................................................................28

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Task 1
Comparison of B2B & B2C Purchasing situation of Wearable
Technology
The consumer wearable is emerging technology and several IT giants such as Google, Apple and
Sony are conducting research and development in this technology due to the its extensive
potential. It is the next big thing in IT, although wearable is an emerging industry. Today, a large
number of people are aware of the wearable technology and the products. However, only a few
are using wearable technology or have adopted it. The purchase decision regarding the wearable
devices is dependent on several factors such as the perceived benefits and ease of use. In the B2C
section, the customers who are health conscious and want to monitor their health are using
wearable devices. The major purchase criteria are durability, functionality and comfort. The
fitness band is the most popular device and its selection is dependent upon durability, accuracy
and the battery life (IMT Digital Health, 2014).
Consumer decision making process in B2B products: The buying process in B2B and B2C
product purchase are similar to an extent. The major phases in the purchase decision in B2B
business model are:
a). Recognition of need: In this stage, the need of the potential buyers is recognized. The product
manufacturer recognizes that an organization has a need which can be solved by buying a
specific product.
b). Quantification of Need: In the next stage, a specific group of people who can make a
purchase decision set some parameters regarding the product characteristics. They describe what
needs to be purchased, features of the product and the quantity of the product. If the product is
technical, technical specification of the product also needs to be determined.
c). Search for Potential Suppliers: In this stage, the potential customers search for the
information for the products which can address their business issues. In the purchase decision
process, most of the potential buyers seek out information on the internet for the products which
they intend to buy. In B2B setting, the buyers also attend industry trade shows, conventions and
obtaining market intelligence from the competitors (Doole & Lowe, 2007). The purchase agents
also consider other factors such as which vendor are most qualified, are they reliable and
financially stable.
d). Requesting for Proposals: Each vendor who can supply the product is asked to send a request
for proposal for the good or service. They submit a proposal to supply the goods or services at a

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specific rate and a specific quantity. The proposal contains several product characteristics such as
quality, price, finances, delivery and after-sales services. The vendors also provide samples
which can be inspected and tested later. The satisfied customers can also make testimonials
which can increase the credibility of the product.
Purchase Decision Making Process for B2C Customers
There are five steps in the consumer-decision making process for making a product or
service purchase. These steps or stages are discussed in the above section.
a). Problem identification: The intent for purchase decision initiates with the identification of a
problem. The consumers identify a need which needs to be satisfied.
b). Search Process: The search process initiates with the researching about the products or
services which can satisfy the needs and requirements of the individual. The search engines or
the internet is the primary source of information in most of the cases. It provides immediate
access and is an easy method to research about the products.
c). Evaluation of Alternatives: Once the consumer has compiled all the relevant information
about a specific product, they began to evaluate different alternatives. The consumers will look
for the best deal and the decision can be based on price, quality and other factors which are
essential for making the purchase decision. The customers evaluate the product based on
different factors and ultimately choose the product which satisfies most of their parameters.
d). Selection stage: It is the next stage in the purchase decision of the customer. After evaluating
different choices and the product available for the purchase, the customers decide for the product
and its availability.
e). Evaluation of Purchase: After making purchase, the customers evaluate the product based on
their satisfaction and the set parameters for the product. It is important to deliver a product with
supreme quality and optimal price. It ensures that the organization does not gain one-time
customer but a lifetime or repeat customer (Doole & Lowe, 2012). A good customer can also
increase the customer base by word-of-mouth.
Wearable technologies are now gaining importance in the workplace with its advanced
features as with these wearable technologies work of employees can be simplified and can help
in enhancing the real business value (The wearable future, 2017). The purchasing journey of
B2B and B2C is nearly same but have some difference at each stage as the emotional concept
and motive of buying the wearable technology is different. As in B2C, consumer is buying for
himself whereas in B2B purchasing is done for the organization. In this case, wearable
technology purchase for the staff need to cross various steps of buying which includes.

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Under B2B business model, sale purchase operations is done between two business entities and
is known as business to business purchase or sell like supplier and manufacturer, manufacturer to
wholesaler and wholesaler to retailer. Under B2B decision making is challenging as aims for
bulk purchasing.
Figure 1.1: B2B
Source:http://keydifferences.com/difference-between-b2b-and-b2c.html
Definition B2C: Under B2C sales model, selling and purchasing operations is done between
business and final consumer. In this model, purchase motive is based on the need of the
individual and this selling of goods and value added services are given directly to the customers.

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Figure 1.2: B2C model
Source: http://keydifferences.com/wp-content/uploads/2015/06/b2c.jpg
Comparison Chart of B2B and B2C for purchase of Wearable technology
Basis for comparison B2B B2C
Meaning Purchase of wearable
technology for the
organizational purpose direct
from the company, for
example purchase of
wearable technology for the
employees of the organization
to increase the productivity
and loyalty.
Under B2B transaction is
between business and
business
Purchase of wearable
technology for self-use, as a
lifestyle accessory, for fitness
under B2C transaction is
between business and
consumer
Customer Organization is the customer
for purchase of wearable
technology for organization
End user or its closed one is
only customer for the
purchase of wearable
technology under B2C

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Focus on Under B2B focus in purchase
of item for organizational use
is to maintain long-term
relationship between both the
enterprise
Main focus under B2C
purchase of a product is its
feature, price quality and after
sale service.
Quantity of Merchandise Under B2B, quantity of
purchase is bulk, as
organization aims to give
wearable technology to its
employee in order to increase
loyalty and productivity
Quantity of purchase under
B2C is small, as end user
purchase it for its personal
use or for gifting purpose for
loved one
Relationship Length Length of relationship under
B2B is long as organization
purchase the product in bulk
quantity and for this it crosses
long sale cycle and in turn
helps in creating long term
relationship
Relationship length is short as
under B2C customer just
contact the retailer check
feature if like purchase it.
Buying and selling cycle Buying and selling cycle is
lengthy because under B2B
for the purchase of wearable
technology organization will
ask for tender then select the
supplier if supplier crossed all
the requirement guidelines
bulk order is made after
payment order is delivered
Buying and selling cycle is
short because under B2C if
the need arise customer reach
to the retailer check the
feature if liked will finalize
the product and will purchase.
Buying Decision Under B2B buying decision
is will planned based
organizational goals, and it is
logical with aim of increasing
the growth of the
organization
Under B2C purchase of
wearable technology is
emotional based i.e it is based
on the need hierarchy of the
individual
Creation of brand value Brand value is created
through the trust and mutual
relationship created und the
buying process of wearable
technology
Brand value is created
through advertising and
promotion and type of value
added service given by the
retailer

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Conclusion: purchase of wearable technology under B2B and B2C is process with different
motive one is for organizational enhancement or growth and later is for customer itself to fulfill
the need aroused.
Task 1-B
Buyer Motives and Adoption of Wearable Technology
There are several theories which try to describe the buyer behavior of individual customers and
the business organizations. The business organizations are constantly trying to figure out ways to
persuade the customers to buy the products or services offered by them. Before making the
purchase, the consumer undergoes several buying or purchase stages. In the following section,
several consumer behavior theories have been discussed which can shed light on the consumer
behavior regarding purchase decision of wearable technology:
Generic theory of buying behavior: In order to make a purchase, the consumers can follow a
generic model of decision-making in which the buyers will recognize a need and conduct
research on the price and quality of the product. The consumer will investigate product, evaluate
its features, benefits and pricing. The response of the consumer after making the purchase is also
crucial for the future reputation of the organization (Wardlow, 2014). For example, a consumer
observes that he is out of toothpaste and might go to buy it.
The cultural theory of buying behavior states that the culture influences the buying behavior of a
person. The culture refers to the values and beliefs of the customers. The culture refers to
different values and beliefs which can influence the perception of an individual. The perception
of the customer impacts the buying behavior of a person. The social class of an individual is

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dependent upon the occupation, income and the education of a person. There are also several
opinion leaders who can influence the perception of the customers. In cultural groups, there are
different opinion leaders who can influence the buying behavior of other members. It can be due
to specialized knowledge and the personality influence (Close, 2012). For example, the people in
the USA are conscious about their fitness which has increased the demand for the consumer
wearable. However, in other countries the consumers might not be that aware of their health and
fitness and consider such items as unnecessary expenditure.
Environmental theory of consumer behavior
This theory states that an individual buyer can exhibit different kind of buying pattern at
different instances (Parsons, Maclaran & Chatzidakis, 2017). For example, if a person is in ardent
need of a product, he can buy the product at a comparatively high price; however, if the product
is not urgent, he will search for the product at lower price.
Motives are reasons which influence the consumers to buy a product. It is actually the
thought or urge which forces buyer to react and make purchasing decision. There are two types
of motives, namely, primary and secondary buying motives and these motives are based on the
different kinds of needs of a common man. A marketer should always focus on the basic needs of
the man which and the knowledge of these motives are very essential for the producer and
supplier and producer.
Motives are based on the Maslow’s hierarchical theory according to this theory, human beings
have certain needs which needs to be full filled as per their priorities, he has divided the needs of
human being into three types of needs self-fulfillment need, psychological needs and basic needs

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Figure 2.1: Maslow’s hierarchical need (Gimhae, 2013, pp. 106)
Basic needs: They are the most important needs for survival of the human being as it includes the
food, water, shelter etc.
Psychological needs: After fulfillment of basic needs there arises the need to satisfy
psychological needs which includes safety, love and esteem needs.
Self-fulfillment needs: After fulfillment of psychological needs there arises the need of
fulfillment self-actualization which includes spiritual needs.
Based on the Maslow’s hierarchy needs, marketers develop the concept of motives in consumer
behavior and motives are dived into two categories namely primary motives and secondary
motives (Gimhae, 2013)
Primary Motives:
Primary motives are based on the basic needs of man like hunger thirst, love, affection, sleep sex
etc these basic needs of the human being influence him or her to purchase products based on
these needs.

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Secondary Buying Motives
These needs are influenced by the society and are created after fulfillment of the basic needs,
example of secondary needs are:
Adoption of Wearable Technology: As per the research, by the year 2020, approximately 80
million purchase for wearable will be done in the workplace, and it is estimated that by 2018
approximately 1.9 million employees will be required to wear health and fitness tracking device
as per the condition of the employment.
These data proves that adoption cycle of wearable technology is in initial stage and; thus, the
organization planning to purchase wearable technology is in early adopter’s category, because
now organizations are seeking opportunity to use wearable technology in order to track
employee’s daily detail of their working hours employees will be able to manage the
performance of the employees in an easy manner. Thus the purchase of wearable technology is in
initial stage but for the purchase of the product, individual goes through various phases and are
influenced by many factors and it can be truly explained by the black box model of consumer
behavior (Kim, & Shin, 2015)

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Figure 2: Black Box Mode by Kotler (Oliver, 2014, pp. 158)
This black model explains that purchasing is the three steps process which includes stimuli,
transformer and response
Stimuli: There are two types of stimuli internal and external stimuli
External Influences: It deals with the influence of external environment, including marketing mix
and other influences such as economic situation and social factors which can impact the
operations of an organization.
Internal influences: These are those influence on which organization can work and it can
influence purchaser’s personal beliefs and thoughts.
To understand the adoption of wearable technology it is very essential to discuss the famous
The technological acceptance model given by (Weng, 2017)
Figure 4 Technological Acceptance Model of Davis, 1989 (Park, 2009 pp. 151)

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In the above figure, Technology Acceptance Model explains that behavioral intention to use is
influenced by the two factors of attitude:
Perceived Usefulness: It means that product is having usefulness in its life and it is helping in
making life easier.
Perceived Ease of Use: It means that the product is user friendly and the end user can
conveniently operate the product
Attitude: The customer forms an attitude for particular product by both perceived ease of use and
perceived usefulness.
Behavioral Intention: behavioral intention is influenced by many factors like social, cultural,
personal and psychological.

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Figure 4: Factors influencing behavior (Personal Self-Development, 2010)
Source: http://www.personalselfdevelopment.co.uk/Consumer-Behaviour.php
Cultural Factors: These are the perception or the thought process learned by the society from
family, office, college etc. In wearable technology, people with high social class prefer buying
the wearable technology.
Personal Factors: In this category, lifestyle and age influence the buying decision as per the
research millennial generation prefer to purchase wearable technology. As the millennial
population are more techno-savvy and are more demanding they prefer innovation and creativity
to be part of their life.
Psychological Factors: These factors actually influence the motive i.e. need and psychological
factors can influence the selection of wearable technology. It can be need of fitness and health
monitoring or increase in organizational efficiency. Another psychological factor which
influence buyer behavior is perception and as per the market report perception of people about
wearable technology is that it is very costly and has fear of privacy loss.
Conclusion: As wearable technology is new in market its adoption process by any individual
includes various thought process. As per research of Weng (2016) approximately 90% of
respondents use smartphone in daily life so perceived ease of use is not much which affects the
adoption of wearable technology in the market. So the main factor which influence the behavior
of the consumer is perceived usefulness of wearable technology, social influences and age
factors (Weng, 2016).

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Task 2A
Trend of Wearable technology in the market
Introduction
The newspaper article by Forbes (2017) has discussed the current trends in the wearable
technology. The author has discussed that the wearable technology market will double by 2021.
The wearable device market is growing. The marketers have been successful in increasing the
awareness and the popularity of the wearable technology device. The people are trying to get the
experience right which can increase the interest of the customers towards the technology. There
are several types of wearable technology devices which includes smart clothing, health devices
and connectivity devices and they have immense benefits for the present generation.
It can be critiqued that the newspaper article of Forbes is authentic and genuine source. Forbes is
one of the most prominent media company headquartered in the USA. It has several original
articles published on finance, investment and marketing. The newspaper article has cited the
information from the market research report, “Worldwide Quarterly Wearable Device Tracker”,
which has collected the latest trend on wearable technology from the primary sources.
The wearable technology market is one of the emerging market for consumer goods and now the
market is entering from its inception stage to the next stage and aims to increase awareness and
huge sales in different categories. According to Forbes Report, wearable technology market is
going to almost double by 2021, in 2016 shipment of wearable technology was 104.3 million
which is going to increase by 125.5 million in 2017 and by 2021 it is going to cross the figure of

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240.1 million. Wearable technology market is segmented on the basis of product, components
application and geography.
Segment Category
Product Wristwear (Smartwatch, fitness tracker)
Headwear and Eyewear
Neckwear
Smart Clothing
Wearable cameras
Technology Computing
Display
Networking
Sensor
Components Control
Memory
Battery
Sensing
Connectivity
Applications Fitness and wellness
Consumer electronics
Healthcare
Defense
Enterprise and industrial application
Table 2.1 source https://:www.marketresearchfuture.com/reports/wearable-technology-market-2336

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Another secondary source selected for the present report is a newspaper article by Industry
Today (2017). It is based on the report published by Marker Research Future. The report sheds
light on the importance of the wearable products for the humans. There has been an increase in
the popularity of various devices such as smart phone, mobile applications and broadband
connectivity has increased the demand for the wearable products. Other factors such as niche
market, less number of competitors and less number of barriers can also boost the demand for the
technology device. At the present, the USA has high demand for the wearable technology
devices. It is an authentic source as the article is based on the report generated by the industry
experts.
Presence of wearable technology in the regional market depicts the story, presently it leads
region such as Asia Pacific, North America, Europe and rest of the world. There is huge future
growth prospects in Asia pacific region in countries such as China and India due to high use of
smartphones in these countries, it will lead to fast adaption of wearable technology in these
countries. Presently, North America dominates the market as the population of this region is
more aware and is more health conscious, and the research report shows that market of Europe is
rising slowly in use of wearable technology (Industry Today, 2017).
The newspaper articles have been selected for the secondary research as they discusses the latest
developments in the industry of wearable technology. The newspaper articles have been selected
through the prominent magazines and industrial magazines to increase their credibility and
validity.
Conclusion
Trend of wearable technology shows that this innovation is going to be next step for every
smartphone user as consumers nowadays are looking for more ease and are moving to health
consciousness. Thus, the market demand for the wearable technology is truly going to be
twofold.

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Task 2 B
Market Size &Competitive analysis
Market of Wearable Technology: market of wearable technology is growing at the CAGR of
16.2% and is estimated to reach at $57,654 million by the year 2022, as the market is in its initial
stage is only early adopters category people tasted the product but there is huge hope that due to
ease of use and flexibility and is going to create the success story. Wearable technology will
bring more health consciousness in the individual and will help organization to keep real time
data monitoring and will able to increase the operational efficiency. (Forbes, 2017)
SWOT Analysis of Wearable Technology:
Strength
 Increasing technological up gradation
in the market everyday has prepared
population to accept the up gradation
at fast pace.
 Enables individual to use hands free
device with real time data monitoring
helps in increasing operational
efficiency (John, 2016)
 As 92% of the population is using
smartphone, they have ease of using
wearable technology so the adoption is
bit easy (Stanley, 2014)
 Wearable technology provides
innovative solution for everyone be it
sports, fitness, official efficiency,
entrainment etc.(wearable
Weakness
 Biggest weakness of wearable
technology is its high price as per the
survey and repots people have fear of
getting value worth money spend
(Marr, 2016)
 Another major weakness is data
privacy , people have fear of getting
its private information leaked
(Gartner, 2017)

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technologies, 2017)
Opportunities
 Millennial population is the biggest
opportunity, as the people of this
generation are first adopt this
technology(Schooler, 2014)
Threats
 Due to over technological up
gradation, people may feel itself
bounded in the data jungle and so
people can think of not entering into
technological dystopia (Odyssey,
2017)
 Security attacks is the major threat on
werable technology through various
viruses (John, 2016)
Competitive Analysis: the electronic accessories that can be worn on the body and can connect to
device is the wearable technology the major contributors of wearable technology are smart
phone, mobile applications, internet connectivity it is actually the big innovation from the IOT.
Survey in wearable technology depicts that adoption of wearable technology is quite smooth by
the early adopter in the population due to ease of its use, as wearable technology is in its nascent
stage number of competitors in the wearable technology market is very low sop it come under
the niche market due to its differential features (Mouser electronics, 2017)
Key Players: key players in the market of wearable technology are Adidas, Xiaomi, Google, Fit -
bit, Jawbone, Samsung, Nike, Sony, Qualcomm, Apple and Misfit (Industry today, 2017).

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Porter’s five forces analysis: Five forces analysis model is very essential part to conduct
competitive analysis it gives clear picture of the industry weather its competitors,
supplier, customer or some substitute. It is actually 360 degree analysis of the industry
which help the industry to focus more strategically in the competitive scenario as the
wearable technology is entering into the next stage of its product life cycle that is from
infancy to introduction phase industry needs to be more cautious about all these five
forces (Elsevier, 2017)
Threat of new entrants: as the wearable technology is entering into next phase of product life
cycle competition is going to increase the threat of new entrants in the wearable technologies is
high as company with money and idea can come and compete for the pie of market share. In the
present stage there are many companies in the market from Nike, adidas, Fitbit to the startup
company like pebble. According to the ABI Research, 2013 as wearable technology are user
Rivalary
among
existing
competitors
Potential
new
entrants
Power of
buyers
Threat of
new
substitute
Power of
Supplier

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friendly due to over penetration of smartphones in the market wearable technology market is will
reach to 485 million annual device shipment by 2018 (ABI, 2013)
Rivalry among Existing firms: rivalry among the existing firm is high as in the era of ever
increasing technological up gradation every company through its innovative ides brining
innovation in the market and raising the competition in order to earn large chunk of market share
at present Apple is the market leader in wearable technology but other companies are also giving
tough competition to be the leader or innovator.
Threat of substitute: is low as the wearable technology is new in market at present the threat of
substitute for this technology is low, and normally technologies are substituted less they get
upgraded or innovated in much better form to bring in more comfort and ease.
Bargaining power of Buyers: Bargaining power of buyer is going to increase as the wearable
technology is entering into the next stage and the next strategic move of the companies will be to
penetrate in the market, and in order to reach to more and more customers companies need to be
more customized and would need to lower down the price.
Bargaining power of Supplier: With the increasing competition in the market bargaining power
of supplier is going to decrease slowly, as more and more companies will enter the market,
number of suppliers will also increase, and thus the companies will have more and more supplier
choice so their power will reduces
Conclusion: wearable technology market is growing and estimated grow with high speed due to
its ease of use, presently millennial population is encouraging the wearable technology market
although people have fear of data loss and a perception of over pricing but gradually companies
are going to work on this and definitely will penetrate in market rapidly .

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In order to develop an effective marketing plan, the companies need to conduct a thorough
market research. The market research is essential in identifying the market potential and the
potential target markets of the organization. The market research also identifies the potential area
of growth which is important in developing the marketing plan.
In this regard, the present section has discussed the research timeline and the resource plan of the
organization:
Activity Time
Consultation 15 days
Deciding marketing goals and budgets 1 months
Conducting primary market research 2 months
Creative development of the marketing plan 3 months
Campaign launch 15 days
Campaign Evaluation After six months of the plan launch
Resource Plan
In the present section, a resource plan is developed which discusses different resources
required for the implementation of marketing plan. The present section discusses the resources
required for the marketing plan. The marketing budget of the organization will be 30,000 USD.
Other than that, various personnel and employees will be required to participate in the
development of the marketing strategy.
Skills Role Summary
Administration Social Media Executive Responsible for the daily
operations, media channels
and reporting
Content Marketing Marketing Executive Aligning media and
marketing channels so that
the content is fit for purpose
and customized for the
audience
Marketing strategies Social media manager Aligning social media with
the business strategy and
goals
Assistance to customers Customer service agent Providing response to the

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customer enquiries
In the marketing strategy, the post-purchase experience is also important as it has a direct
relationship with the brand loyalty and the repeat purchase. In the technology device, the
corporate image is important in the customer loyalty. Providing effective services to the
customers is essential as can be perceived from the example of Apple iPhones. The loyal
customers of the company wait for six months for every new model of phone. With effective
services and product quality, the wearable technology company can also develop an effective
loyal customer following. Usually, the customers do not stick to their parent companies a d new
features and technology drive them towards change.
Task 3 Research Plan
Abstract:
Wearable technologies is the next big thing in the market it is actually the electronic accessory
which can be connected to the network and can enable data exchange between network and
device example of wearable technologies are Google glass wrist band, electronic clothing
accessory it helps individual to connect to virtual world hands free, with the increasing
technological development life of people now a days is easing day by day but every technology
have its pros and cons wearable technology has questioned the privacy of the individual and it is
raising debate now a days that wearable technology has questioned the privacy of individual this
mixed emotions of individual has motivated to study the customer perception and satisfaction
level of the customer for the wearable technology, this research plan aims to study the customer
satisfaction loyalty and perception level of the customers for the wearable technologies.
Keywords: [Wearable technology, customer satisfaction, customer loyalty, repeat purchase]

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Background of the study:
Wearable technology by report (wristband, eyewear, headwear, footwear, neckwear and body
wear), type smart textile, non-textile applications (consumer electronics, healthcare, enterprise
and industrial) market of wearable technology is expected to rise USD 15.74billion in 2015 to
reach USD 51.60 billion by 2022 at a CAGR of 15.51% between 2016 and 2022 and the future
growth of the wearable technology depend upon the consumer preference (Rohan, 2017)
wearable technologies has made the life of common human being more simple as by wearable
technology individual get the choice of hands free device connectivity get solution for health and
fitness, sports, entertainment and lifestyle accessories.
With the increasing customer base of wearable technologies now a days the importance of doing
customer behavior study rises.
Review of literature:
Zain & Saidu, 2016 in his research paper aimed to study the customer acceptance for retailer
brands and also aim to identify the factors which influence the customer satisfaction under the
study factors analyzed were product quality, product price, product promotion and perceived risk
with help of statistical analysis it was revealed that all the factors are significantly related to the
customer satisfaction (Zain& Saidu, 2016).
Kim & Lee, 2010 in his research paper aimed to study the relationship among corporate image,
brand awareness, service price, service quality, customer support services and customer loyalty
and tries to finds out the factors which influence the brand loyalty and study revealed that
corporate image is positively related in maintaining the brand loyalty (Kim & Lee, 2010)

Marketing Intelligence 25
Di, Chao & Panpan, 2009 in his thesis aimed to study the weather the brand identity influence
the customer loyalty and the study was done on the Sony Ericson with both qualitative and
quantitative research methods and the study concluded that there is positive relationship between
brand identity and customer loyalty.(Di, Chao & Panpan, 2009)
Research gap:
Various researches in terms of customer loyalty corporate image and repeat purchase and on
wearable technologies but none of the study is been done on brand loyalty for wearable
technology.
Objectives of the study:
 To study the relation between brand loyalty of wearable technology and corporate image.
 To study the relation between brand loyalty of wearable technology and repeat purchase.
Research Frame work
Figure 4 Research Framework
Hypothesis of the study.
Customer
Satisfaction
Repeat Purchase
Brand Loyalty

Marketing Intelligence 26
 H01 There is no significant influence of brand loyalty of wearable technology and
corporate image of wearable technology.
 Ha1 There is significant relationship between brand loyalty of wearable technology and
corporate image of wearable technology.
 H02Tthere is no significant relationship between Brand loyalty of wearable technology
and repeat purchase of wearable technology.
 Ha2 There is significant relationship between brand loyalty of wearable technology and
repeat purchase of wearable technology.
Research Design:
This study is both exploratory and descriptive as it aims to find out the relationship between
brand loyalty and brand image and repeat purchase of wearable technology in Hong Kong
Descriptive research: this is both descriptive and exploratory aimed to study brand loyalty in
relationship with brand image and repeat purchase of wearable technology with research
question do brand loyalty of wearable technology have relationship with repeat purchase and
brand image of the wearable technology. The study aims to find out the relationship between
dependent and independent variable through four hypothesis. (Stevens, 2006)
Exploratory research: research is exploratory as it aims to get the depth knowledge about
researched done and current situation of wearable technology while the study is under process
Questionnaire Development:
For data collection self-made questionnaire will be used in order to understand the customer
satisfaction level, customer loyalty, repeat purchase and demographic detail questionnaire is

Marketing Intelligence 27
made of two parts first part is based on the demographic details and other parts deals with the
measuring variables.
Sampling Design:
Sampling Technique: There are so many sampling method for selection of the respondents i.e.
person going to participate in the survey like probability sampling method and Non- probability
sampling method which can be further divided into various other methods like simple random
sampling method, systematic sampling method due to lack of time convenient sampling method
will be used i.e. survey will be floated on social sites people will be invited to give their feedback
for the same based on that data analysis will be done,
Sample Size: is total number of respondents selected for the survey participation for the current
study, due to time constraint sample size taken will be low i.e. survey will be done on 100
respondents.
Data Interpretation and Data Analysis:
A customer satisfaction survey has been designed and the responses of the samples has
been collected and presented in the section. In total, 100 respondents are selected to participate in
the survey. The survey result has shed light that total 60 males and 40 females participated in the
survey. Majority of the respondents (45%) were from the age group 30-35, whereas (25%) were
from the age group 35 and more. The remaining 15% were from the age group 20-25 and (15%)
from the group 15-20. The participants were asked the question whether they use any kind of
wearable technology such as Google Glass. About 40% of the customers agree that they use
wearable technology and rest 60% of the respondents have stated that they do not use any kind of

Marketing Intelligence 28
wearable technology. The respondents who have agreed that they are using wearable technology
have stated that they are using it for various reasons such as for health and fitness (20%),
lifestyle accessory (30%) and organization recommendation (50%). Most of the respondents
(30%) were very satisfied with the wearable technology device. Other than that, about 20% of
the respondents have stated that the wearable technology is satisfying in experience. Other 20%
of the respondents have stated that they are not satisfied with the experience of Google Glass or
wearable technology. About 10% of the respondents have stated that they are not satisfied with
the experience of the Google pair or wearable technology. When the respondents were asked
how they will describe Google Glass, about 25% respondents stated that it is high quality
product, about 20% stated that it is an effective product and 30% stated that the product is
reliable. However, about 25% of the respondents stated that the product is overpriced.
Extremely well Very well somewhat well Not so well
0
0.05
0.1
0.15
0.2
0.25
Does the Product Satisfies your Requirements
Series1 Series2 Series3

Marketing Intelligence 29
Extremely well Very well somewhat well Not so well
0
0.05
0.1
0.15
0.2
0.25
Series1 Series2 Series3
When it is asked that Google Glass or wearable technology addresses your health and other
requirements related to wearable technology, then about 24% respondents stated that it satisfies
the requirements, other 22% stated that Google Glass somewhat satisfies the requirements of the
product and other 18% stated that not using wearable technology device is not satisfying the
requirements of the product. Accordingly, it is stated by 30% respondents that value for money
for the product is average. It can be perceived that the value for money is low and the product is
costlier in accordance to its perceived usefulness. About 15% of the respondents stated that the
value of money is excellent for the product. Other than that, about 25% of the respondents stated
that the product has the value for the money.
The survey also asked the respondents about the perceived usefulness of the product. It is
analyzed through the survey responses that the about 60% of the users are the first time users.
The about 20% of the respondents are using the product from the past six months to one year.
Other than that, about 15% of the respondents have stated that they are using the product from

Marketing Intelligence 30
the past one-two years. Rest 5% of the respondents have stated that they are using the product
from the past 3 years. It can be critiqued that it is a latest technology and recently adopted by the
public.

Marketing Intelligence 31
Task 3 Customer Survey
Q1 Gender
 Male
 Female
Q2 Age Range
 15-20
 20 – 25
 25 – 30
 30 – 35
 35 or more
Q3 Are you using Google Glass or any other kind of wearable technology
 Yes
 No
Q4If you are using it what is the reason of using
 Lifestyle accessory
 For health or fitness
 Organization Recommendation
Q5 How satisfied are you with your Google glass pairs or other wearable technology you are
using?
 Extremely Satisfied
 Very Satisfied
 Satisfied
 Not Satisfied
 Not at all Satisfied
Q6. Which of the following words you will use to describe Google glass
 Over Priced or Good Value for Money
 Reliable or Unreliable
 High quality or Poor
 Effective or Ineffective
Q7 Do Google glass or the wearable technology you are using meet your requirements?
 Extremely well

Marketing Intelligence 32
 Very well
 Somewhat well
 Not So well
 Not at all well
Q8 How would you rate the value for money of the product
 Excellent
 Above Average
 Average
 Below Average
 Poor
Q9How long have you been using Google glass or other wearable technology you are using?
 This is my first purchase
 Six month – 1 year
 1-2 years
 3 years or more
Q10 Will you be able to recommend Google glass or any other wearable technology to your
friend, colleagues and relatives
 Extremely likely
 Very likely
 Somewhat likely
 Not so likely
 Not at all likely
Q11 Do you prefer to purchase wearable technology of the same brand u have your smartphone
of?
 Yes
 No

Marketing Intelligence 33
Task 3C
Introduction: In order to design an effective marketing and research plan, the companies need to
implement different techniques to evaluate the effectiveness of the marketing plan.
In order to increase the reliability of the research plan, it is important that that there is voluntary
participation of the research participants. The research participants will be given choice to
participate in the survey. They can also withdraw from the survey any time they want. The
research participants will also be informed about the purpose and intent of the survey. The
secondary information will be collected from reliable sources such as books and journal articles.
A random sample will be selected for the survey. The survey participants will be randomly
selected so that their responses can be generalized. A market research will be conducted after six
months of the implementation of marketing plan. The company can also use interview method to
collect relevant information from the experienced marketing professionals.

Marketing Intelligence 34
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