A Study on Factors Affecting the Purchase Intention and Sales of Smartwatches among the Indian Youth

Abstract

Smartwatches segment has seen tremendous growth over the years. People have
realised the potential benefits of wearable technology. It can be both a style statement as well a personal
assistant in helping one manage their day to day tasks, monitoring their health etc. This study aims to
identify the factors that drives purchase intentions of smartwatches among Youth in India. Primary
data collection was employed for this study through a questionnaire. Marketing mix of smartwatches
were explored for the study. The study found out which factors were important to customer for
purchasing a smartwatch. This can help smartwatches identify key parameters that they should focus
to improve the sales of their products in India.