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Dissertation Ankur Synopsis

Dissertation Ankur Synopsis

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Published by: gullybaba on Feb 17, 2010
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SYNOPSIS FOR DISSERTATION SUBMITTED TOWARDS THEPARTIAL FULFILLMENT OF POST GRADUATE DEGREE ININTERNATIONAL BUSINESS
CONSUMER PREFERENCE OVER BRANDED JEWELLERY AND NON-BRANDED JWELLERY
SUBMITTED BY:
ANKUR VARMA
MBA-IB (2008-2010)Roll No. : A-06
AMITY INTERNATIONAL BUSINESS SCHOOL,NOIDA
AMITY UNIVERSITY – UTTAR PRADESH
1
 
TABLE OF CONTENTS
Chapter No.
SubjectPage No.Ch.# 1.0Introduction..Ch.# 2.0Research Methodology2.1 Primary Objective(s)…………. ………2.2 Hypothesis…………………………….2.3 Research Design……………………....2.4 Sample design………………………...2.5 Data ………………………..................Ch.# 3.0Critical Review of Literature...Ch.# 4.0Sector Profile ..........Ch # 5.0 Conclusion………………………………Ch.# 6.0Recommendations.Ch.# 7.0Bibliography..Ch.# 8.0References
2
 
INTRODUCTIONIndia has a historic relationship with Jewellery.
Many kings, emperors and dynasties featuring countless wars, conquests and politicalupheavals have ruled the Indian sub-continent. Different dynasties ruled different parts of India with different monetary systems. Jewellery acted as a common medium oexchange or store of value across the monetary systems of different kingdoms across thesub-continent especially gold. Hence wealth could still be preserved in spite of wars and political turbulence. Gold also helped preserve wealth through natural calamities anddisasters and for centuries was the only means of saving in rural India, land being theother main asset of economic value. This has largely helped formulate, or evolve, theIndian sentiment and fanatical passion for gold, which holds true even today. India isestimated to hold more than 11,000 tonnes of gold.Apart from its historical religious significance, Jewellery is valued as an importantsavings and investment vehicle in India. Even in present times, Jewellery remains theIndian bride’s `Streedhan’, the wealth she takes with her when she marries and whichremains hers. Gold jewellery is the preferred jewellery worn by women in Indiairrespective of their religious beliefs. In marriages, gold jewellery is the gift preferred bythe near relatives of the bride and the groom. Gold jewellery is very popular amongfarmers, with an upsurge in gold sales after a good agricultural season. Buying of gold isan important part of every stage of an Indian citizen’s life— at birth, marriage,construction of home, festivals, religious ceremonies, setting up of new business, anddeath.As India makes rapid progress in the retail arena, the Indian Jewellery market isundergoing a gradual metamorphosis from unorganised to organised formats. The jewellery business in India is estimated to be at Rs 50,000 crore. According to theindependent estimation studies conducted by World Gold Council and McKinsey, out of the overall market share, the share of organised jewellery market is less than Rs 1,0003

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