Published Online:September 2025
Product Name:The IUP Journal of Brand Management
Product Type:Article
Product Code:IJBRM030925
DOI:10.71329/IUPJBRM/2025.22.3.38-58
Author Name:J Lilly, M Jayanthi, J Nancy Sebastina, P Devi amd Blessy Florence Joseph
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:38-58
The study was undertaken with the objective of examining how social, cultural, personal, and psychological factors shape consumer brand adoption behavior, and to determine how leading smart watch brands are positioned perceptually in the market using multidimensional scaling (MDS) techniques. A sample of 500 smart watch users was selected through purposive sampling, and primary data were gathered using a structured questionnaire. The analytical methods employed included simple percentage analysis, t-test, ANOVA and MDS. The findings revealed that with regard to the relationship between demographic variables and brands adopted, sex and occupational factors have a significant relationship with different brands of smart watches. The personality traits of the respondents, i.e., venturesome, respect, deliberate, skeptical and traditional, have significant effects on their brand adoption behavior. MDS was applied to comprehensively understand and visually represent how consumers perceive differences and similarities among major smart watch brands. The technique helped identify key perceptual dimensions emerging from consumer judgments: (i) value for money, (ii) after-sales service, and (iii) current brand image. These dimensions demonstrate how consumers mentally classify brand strengths and competitive advantages. The results indicated that Apple Watch Series 7 and Fire Boltt Atom were positioned closely, suggesting strong similarity in perceived value and utility. Samsung Galaxy Watch 4 and Realme Watch 3 Pro were located in proximity within a secondary cluster, reflecting comparative technological perception. Garmin Fenix 7X Solar and other lesser-known brands appeared distinctly separated, highlighting niche positioning with specialized brand appeal.
Brand adoption refers to a state where a consumer/customer becomes loyal to a brand when they accept and actively use a brand, while brand positioning can be described as the uniqueness of a product which differentiates it from its competitors and how it is