The paper “ Citizen Eco-Drive Watch - Assessment of Consumer Motivation and Perception” is a worthy example of a case study on marketing. This paper aims to investigate and analyze the influence of consumer motivation and perceptions concerning the selection and purchase of a case study product. The study has explored a detailed description of the features of the product, consumer motivation, and perception regarding the product. The study has gone further to offer recommendations on how social media could be utilized to promote the product. The study has established that consumer perception and motivation are a significant and positive influence on buying decisions of the Citizen Eco-Drive watch.
The findings of this study can be utilized as information to strive to improve sales volume through consumer behavior. Introduction: The development of modern business has been typified by a broad array of competition in all areas. Due to these prevailing conditions business need to get an effective strategy to attain their sales targets. Mathieson and Wall (2011) argue that in growing competition every business needs to triumph the competition by offering the best products which can satisfy the tastes of consumers are they change and evolve. Motivation can influence a consumer in making purchasing decisions since it is anchored on the impulse possessed for instance on the assessment of the prices, quality, usage convenience of the required product (Hughes and. Naert, 2000).
On the same breath, consumer perception also affects the buying decision; however this might be so because every individual has a unique perception of a product, hence the buying decision would be accomplished quickly if there are positive perceptions concerning the product to be purchased. At the moment, there are several emerging brands of watches with a variety of designs, models, offering superb quality at competitive prices.
For companies operating in the watch or accessory industry, this must be market share opportunity. The one brand that most people favor since it was launched is Citizen Eco-Drive watch. To compete, the company products are always developing new inventions that suit the evolving times and the public desire to keep their sales up. The paper investigates and analyzes the influence of consumer motivation and perceptions concerning the selection and purchase of case study product (Citizen Eco-Drive watch- Men’ s CC1054-56E). Features and characteristics of Citizen Eco-Drive watch- Men’ s CC1054-56E. (www. citizenwatch. com) According to their website (www. citizenwatch. com), Citizen Eco-Drive watches- Men’ s CC1054-56E is produced and marketed by the company known as Citizen Watch Co based in Japan and was founded in 1924.
This watch is primarily powered by either artificial or natural light. The technology in this watch eliminates the cost and need for battery replacement, and better still the disposal of battery (view this on environmental perspective). The product was introduced in the U. S in April 1996 and a year earlier in Europe, Latin America and Asia.
It has an attractive, sleek design with many high-tech functionalities. It is a nighthawk that thrusts the limitations of timepiece technology. The Eco-Drive is durable because it is hardened with non-reflective crystal mineral that protects the dialing.
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