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1. A Marketing Research on the Value Perception of Smartwatch Submitted to: Prof Satyam Business Research Methods Project Work by   Group 2

2. Group 2 Name Roll Code Email ID Rakesh Ranjan Kumar Roy X040-22 [email protected] Avanish Divya X012-22 [email protected] Adithya Radhakrishna X002-22 [email protected] Balaji T. X049-22 [email protected] Neetish Kumar X031-22 [email protected] Kaushiki X022-22 [email protected]

3. Content Problem Statement Project Brief Why is this research essential Literature Overview Research Methodology Survey Analysis: Solutioning Limitations Conclusions

4. Problem Statement How do most people realize the value of the investment they have made in their smartwatches with fitness-tracking abilities? Do people prefer to use smartwatches as another mobile device to stay connected to the world and only use its Smart features such as calls/messages/ Apps/ notifications/ camera/ music etc., or are people more focused on health and fitness tracking features the device offers and are using it to improve upon their health?

5. Project Brief There are many reasons why people wear smartwatches. However, some of the more popular ones are as follows: Stay Connected: Instead of needing to take out their phones, smartwatch users may receive notifications, messages, and phone calls on their wrists. Monitoring Health : Smartwatches are used by people to track their physical activity, including steps walked, calories burned, and distance travelled. Style Statement: Smart wearables come in various shapes and sizes and may be personalized with various bands and faces to suit a person's style. Productivity & Efficiency: Some people use smartwatches, which have features like calendars, reminders, and voice assistants like Siri or Google Assistant, to be organized and productive. What is not known is what features of the smartwatches are more critical to a group of users, whether it’s the “Smart” features that are offered by the device or is it the health tracking features that attract most buyers.

6. Why Is This Research Essential! There are several different offerings in the smartwatch segment available from different brands, and we have limited information on what type of smartwatches are suited and preferred for different age groups. This research is aimed at helping the ever-evolving Smartwatch industry understand the preferences and requirements of consumers. It will help them understand what the consumers are looking for and what areas the companies should invest their time and money to develop better products. Research Problem: With the immense competition across brands to offer more features in their product groups(Smartwatches) there are often times when the brands are looking for areas where they need to prioritize the research. As of now, we have limited data and information available that distinguishes the users’ preferences in terms of product features encompassing different age groups and gender Scope of the project : The research will be limited to the users/wearers of smartwatches across different age groups. The research survey will consist of a questionnaire that will ask the users to prioritize the value that they perceive from their smartwatch as per the usability and if they would recommend the product to others.

7. Literature Review Choi, J. and Kim, S., 2016. Is the smartwatch an IT product or a fashion product? A study on factors affecting the intention to use smartwatches. Nascimento, Bruno, Tiago Oliveira, and Carlos Tam. "Wearable technology: What explains continuance intention in smartwatches?." Chun et al: qualitative point of view for smartwatch usability and usage Dehghani M, Kim KJ, Dangelico RM. Will smartwatches last? Factors contributing to intention to keep using smart wearable technology Milad Dehghani (2018) Exploring the motivational factors on continuous usage intention of smartwatches among actual users, Behaviour & Information Technology, Kim, K.J. and Shin, D.-H. (2015), "An acceptance model for smart watches: Implications for the adoption of future wearable technology",

8. Research Methodology Hypothesis Formulation- H1= Wearer’s Perception of Smartwatch as a Health Product H2= Wearer’s Perception of Smartwatch as a Smart IT Product H3= Wearer’s Perception of Smartwatch as a Fashion Product In this study we are trying to identify if there is a relationship between the wearer’s perception about the smartwatch as a Health Product, Smart Product or Fashion Product based on the gender and age group of the wearer. We have used the TAM (Technical Acceptance Model) in th is research project.

9. Research Methodology: Procedure Survey Population: Holds experience with IT and computer technology and have also used Smartwatches in the past or are currently using one Survey Method: O nline using Google forms Questionnaire : 20 Questions including 11 on Likert Scale Analysis : The survey data was analyzed using IBM SPSS 29 using T tests and ANOVA

10. Survey Analysis: Solutioning Factors : Age Group and Gender Factors : Age Group and Gender Testing Hypothesis H1 Statement : Value perception of a smartwatch as a health device is dependent on the gender of wearer Q1. H1"On a scale from 1 (Strongly Disagree) to 5 (Strongly Agree), how much do you agree with the following statement? 'I believe a smartwatch is an effective tool for monitoring personal health.'" Q2. H1"On a scale from 1 (Not at all important) to 5 (Extremely important), how important is the health tracking feature in influencing your decision to purchase a smartwatch?" Q3. H1"On a scale from 1 (Strongly Disagree) to 5 (Strongly Agree), how much do you agree with the statement? 'The health tracking features on a smartwatch have positively impacted my lifestyle.'" Since the P Value is more than 0.05 hence we can establish that there is no relationship between gender and the perception of smartwatch as a health tracking device.

11. Survey Analysis: Solutioning Factors : Age Group and Gender Factors : Age Group and Gender Testing Hypothesis H2 Statement : Value perception of a smartwatch as a Smart device is dependent on the gender of wearer Q1. H2"On a scale from 1 (Very Ineffective) to 5 (Very Effective), how effective do you consider the smart IT features (such as email access, calendar management, etc.) provided by your smartwatch?" Q2. H2"On a scale from 1 (Not at all likely) to 5 (Extremely likely), how likely are you to recommend a smartwatch as an IT tool to your colleagues or friends?" Q3. H2"On a scale from 1 (Strongly Disagree) to 5 (Strongly Agree), how much do you agree with the statement? 'My smartwatch has greatly enhanced my work productivity with its features .'" Since the P Value is more than 0.05 hence we can establish that there is no relationship between gender and the perception of smartwatch as a smart device.

12. Survey Analysis: Solutioning Factors : Age Group and Gender Factors : Age Group and Gender Testing Hypothesis H3 Statement : Value perception of a smartwatch as a Fashion Product is dependent on the gender of wearer Q1. H3"On a scale from 1 (Strongly Disagree) to 5 (Strongly Agree), how much do you agree with the statement? 'Wearing a smartwatch enhances my personal style.' Q2. H3"On a scale from 1 (Strongly Disagree) to 5 (Strongly Agree), how much do you agree with the statement? 'I see smartwatches as a key element of modern fashion.'" Q3. H3"On a scale from 1 (Not at all important) to 5 (Extremely important), how vital is the aesthetic design of a smartwatch in influencing your purchasing decision?" Since the P Value is more than 0.05 hence we can establish that there is no relationship between gender and the perception of smartwatch as a smart device.

13. ANOVA Tests for Hypothesis H1 Based on Age Groups: Hypothesis : Value perception of a smartwatch as a health device is dependent on the age group of the wearer Conclusion : All significance values are greater than 0.05 hence, we can conclude that the hypothesis is valid. Q1. H1"On a scale from 1 (Strongly Disagree) to 5 (Strongly Agree), how much do you agree with the following statement? 'I believe a smartwatch is an effective tool for monitoring personal health.'" Q2. H1"On a scale from 1 (Not at all important) to 5 (Extremely important), how important is the health tracking feature in influencing your decision to purchase a smartwatch?" Q3. H1"On a scale from 1 (Strongly Disagree) to 5 (Strongly Agree), how much do you agree with the statement? 'The health tracking features on a smartwatch have positively impacted my lifestyle.'"

14. ANOVA Tests for Hypothesis H2 Based on Age Groups: Hypothesis: Value perception of a smartwatch as a Smart product is dependent on the age group of the wearer. Conclusion : All significance values are greater than 0.05 hence, we can conclude that the hypothesis is valid. Q1. H2"On a scale from 1 (Very Ineffective) to 5 (Very Effective), how effective do you consider the smart IT features (such as email access, calendar management, etc.) provided by your smartwatch?" Q2. H2"On a scale from 1 (Not at all likely) to 5 (Extremely likely), how likely are you to recommend a smartwatch as an IT tool to your colleagues or friends?" Q3. H2"On a scale from 1 (Strongly Disagree) to 5 (Strongly Agree), how much do you agree with the statement? 'My smartwatch has greatly enhanced my work productivity with its features .'"

15. ANOVA Tests for Hypothesis H3 Based on Age Groups: Hypothesis: Value perception of a smartwatch as a Fashion product is dependent on the age group of the wearer . Conclusion : All significance values are greater than 0.05 hence, we can conclude that the hypothesis is valid. Q1. H3"On a scale from 1 (Strongly Disagree) to 5 (Strongly Agree), how much do you agree with the statement? 'Wearing a smartwatch enhances my personal style.' Q2. H3"On a scale from 1 (Strongly Disagree) to 5 (Strongly Agree), how much do you agree with the statement? 'I see smartwatches as a key element of modern fashion.'" Q3. H3"On a scale from 1 (Not at all important) to 5 (Extremely important), how vital is the aesthetic design of a smartwatch in influencing your purchasing decision?"

16. Limitations

17. Conclusions With the limited set of information and analysis we have concluded that our hypothesis H1, H2 and H3 do not have any correlation with gender but they do show a relationship with the wearer’s age group. Although this analysis is not sufficient for an industry to develop its strategy but it does provide a good starting point to be used as a direction for future researches.