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Project on consumer behaviour in dimand

Project on consumer behaviour in dimand

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PROJECT ON

CONSUMPTION PATTERN OF CUSTOMER
IN DIAMONDS

MASTER OF MARKETING MANAGEMENT

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR AWARD OF MASTER OF MARKETING MANAGEMENT OF UNIVERSITY OF PUNE

SUBMITTED BY:

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RAMAWATAR YADAV 2008-2010

PRN NO: - 2060800978 OF (MATRIX BUSINESS SCHOOL PUNE-4)

GUIDED BY PROF:- Dr.

Manoj Gadre

MATRIX BUSINESS SCHOOL PUNE-4

CERTIFICATE
This is to certify that the FIELD WORK titled “CONSUMPTION PATTERN OF CUSTOMER IN DIAMONDS” Is a Bona fide work carried out by Mr. RAMAWATAR YADAV student of Master of MARKETING MANAGEMENT Semester 2nd P.R.NO.: 2060800978 of MATRIX BUSINESS SCHOOL, PUNE under University of Pune in the Year 2009.
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Internal guide

Director

Dr. Manoj Gadre

Dr. J.N. Pol

Date: Place:Pune College Seal

DECLARATION

I RAMAWATAR YADAV student of the Master of Marketing Management hereby declare that all information, facts and figures in this report are as my own findings and experience in the Pune city. I also hereby declare that all the facts, figures and information given in this report is absolutely correct.

This information has been used for purely academic purpose.
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RAMAWATAR YADAV MMM Roll. No. 44

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ACKNOWLEDGMENT
The research on “CONSUMPTION PATTERN OF CUSTOMER IN DIAMONDS” has been given to me as part of the field study in 2-Years Masters Degree in Marketing Management. I have tried my best to present this information as clearly as possible using basic terms that I hope will be comprehended by the widest spectrum of researchers, analysts and students for further studies. The successful completion of any project requires guidance and help from number of people.

This project report could not have been completed without the guidance of Dr. Manoj Gadre .

In the end, I would also like to thank all faculty member , jewelers and all those whose names are not mentioned above and who have indirectly helped me in various ways in successfully carrying out the project.

RAMAWATAR YADAV

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INDEX

S.NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15.

PARTICULARS Title Page Certificate of College Declaration Acknowledgment Index 1.) Executive summary 2.)Objective 3.)An Overview of Indian Diamond Industry 4.)Diamonds an Overview 5.)Research Methodology 6.)Data Interpretation and Analysis 7.) Observation & Findings 8.) Conclusion & Recommendations 9.)Annexure 10.)Bibliography

PAGE NO. 1 2 3 4 5 6 7 8-11 12-18 19-20 21-37 38 39 40-44 45

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1. EXECUTIVE SUMMARY

This field work is carried out to study the Consumption pattern of consumer in diamonds in Pune city. This field work will help to get knowledge about an overview of Indian diamonds industry as well as consumer perception regarding to diamonds. This field work is carried in the supervision of Dr. Manoj Gadre of MATRIX BUSINESS SCHOOL. This is research is done on exploratory research. In this research random sampling method is taken. Secondary data is collected from Internet and primary data is collected by Questionnaire & Personal Interview.
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For the analysis of primary data is done on the basis graphical & statistical method.

2. OBJECTIVES
2.1 To know the market share of diamonds in export and in GDP.

2.2 To know the perception of customers regarding diamonds.

2.3 To determine the customers satisfaction regarding diamond.

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2.4

To determine the factors influencing the choice of buying of customers regarding diamonds.

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3.

An Overview of Indian Diamonds industry

3.1 Diamonds
• •

World's largest cutting and polishing industry for diamonds. Export potential for polished diamonds / finished diamond jewellery.

• Well supported by the banking sector and government policies.

3.2 Exports
The net exports of gems and jewellery stood at Rs 44086.41 crores for the period April-September 2008. The gems & Jewellery sector witnessed a growth of 18.41 per cent during this period of the financial year, with a total gem and jewellery exports of Rs 46010.69 crores as against Rs 38856.53 crores in the corresponding period of the previous year(i.e. April-September 2007).

Table 3.2.1 : Composition of Exports
ITEMS April-September- April-September-07 % Growth / decline 08 (Provisional) over previous Year Rs. In US $ in Rs. In Crores Million Crores 33518.77 8041.93 27174.55 228.34 203.73 1025.82 5157.85 1254.53 4422.07 2280.35 9579.93 149.91 105.16 461.68 530.40 491.50 1080.16
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Cut & Pol Diamonds (Quantity in Lakh Carats)

US $ in Million 6613.42

Rs. 23.35 12.08

US $ 21.60

Gold Jewellery 4275.64 5228.87 SEZ / EPZ Total Colored Gemstones Others Exports of 9504.51 624.82 438.31 1924.28

1255.26 1076.19 2331.45 129.08 119.62 262.88

-17.10 18.24 -0.79 17.80 -10.82 78.15

-18.28 16.57 -2.19 16.14 -12.09 75.62

Rough Diamonds (Quantity in Lakh Carats) Net Exports 191.18 121.29 9193.57 57.63 16.70 15.05

44086.41 10577.3 37776.37 5

(Source: www.indiainbusiness.nic.in ) NOTE : 1) Data of Cut & Polished Diamonds include export of CPD (Bonded W.H) also. 2). Figures for April / September '2008 are provisional and subject to revision. 3) Figures doesn't included from Bangalore August & September 2008, Coimbatore, Mumbai FPO, Chennai Hyderabad, Cochin, MEPZ & SEZ Kolkata month of Sept 2008 4). Above figures does not include data for Costume/ Fashion Jewellery, and Sales to foreign tourists. 5) Top Export Destination are United States, Hong Kong, UAE, Singapore , and Belgium .

3.3 Advantages for the diamonds industry in India

Diamonds and Jewellery hub

• Rich tradition / heritage of craftsmanship with high level of skills • Low production costs • Effective worldwide distribution network for promotion and marketing. • Diamond polishing capital of the world. Manufacturing excellence 3.4 Investment Opportunities

• Gemstone Processing (Cutting and Polishing) • Jewellery manufacturing and retailing • Jewellery certification • Branded jewellery 3.5 Policy Initiatives provided by the government
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The gem and jewellery industry has responded well to the duty reductions made last year. In order to encourage value addition and exports Government exempted following from duty rough cubic zirconia and to reduce the duty on polished cubic zirconia from 10 per cent to 5 per cent. Similarly, the duty on rough coral will be reduced from 10 per cent to 5 per cent. Reduction in net profit rate from 8% to 6% for all assesses engaged in diamond manufacturing and trading sector under Benign Assessment Procedure. • Import duty exemption on Rough Cubic Zirconia. • Reduction of import duty on cut • Reduction of import duty on Cut and Polished Cubic Zirconia and Rough Coral from 10 per cent to 5 per cent. 3.6 Recent Developments • Shri Jairam Ramesh, Hon'ble Minister of State for Commerce led a delegation to Angola and Namibia. • A Joint Working Group was formed between Namibia and India to prepare a detailed plan for long term partnership in the diamond sector. The focus would be on direct sourcing of roughs from Namibia and on setting up of factories and training Institutes. • The delegation in Angola, discussed that ENDIAMA, Diamond mining company would shortly open an office in India. Angola has invited Indian diamond companies to set up factories and training institutes in Angola. The Council has invited the President of Angola as the "Chief Guest for Mines to Market 2009". 3.6.1 Gem and Jewellery Export Promotion Council (GJEPC) The Gem and Jewellery Export Promotion Council is a representative body of trade. The following initiatives have been taken by the council in order to enhance competitiveness such as: • Preparation of a medium term exports strategy for various sectors including gems and jewellery by the Ministry of Commerce. • Exploring the possibility of direct procurement of rough diamonds from mining countries.
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• Promotion of Indian diamonds and jewellery abroad through advertisements, publicity and participation in international fairs, buyer-seller meets and direct approach to market retailers. • Market study through experts in the field to identify new markets.

Promotion of export of 'hallmark' jewellery from India to assure foreign customers of quality and purity of jewellery made in India.

4. Diamonds an overview
Jewellery has been an integral part of the Indian culture and civilization since ancient history. They were in demand and fashion since ancient civilizations as Harappa and Mohanjodaro. Made out of variety of materials, jewelry can be adorned to highlight almost any part of body. After India became independent in 1947, for several years, the several years, the nation’s economy was in the depression. Several views for business and commerce opened up as new policies came into place, journey towards progress and development also began for the diamond industry.

Currently, India is the world’s largest diamond processing (cutting and polishing) country with around 1 million processors treating over 57 % of the world’s rough diamonds by worth. According to recent reports, 11 out of 12 diamond (stones) set
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in jewelry are cut and polished in India. Processing is done on rough diamonds in a complete range of sizes and qualities, including stones larger than 10 carats. In terms of carat, India's contribution in this sector is about 80% of the global market. Employing over 90% of the global diamond industry workforce, the country also accounts for about 90 % of the volume of diamonds processed in the world.
Table 4.1 Types of Diamonds

Precious Ruby Pearl Red Coral Emerald Yellow Sapphire Diamond Blue Sapphire Gomed Cat’s Eye

Semi Precious Tiger Eye’s Opel Tarquoise Moon Stone Red Garnet Aquamarine Green tourmaline Pink tourmaline Lapiz lazuli Piles Stone White Coral Yellow Topaz Kidney Stone Amethyst ( source:www.rudraksh.info )

4.1 RUBY

Color Occurrence

Ruby Any shade of red, from light pinkish red to dark purplish red. In ancient times, pinkish red rubies were called Padmaraga (red as the lotus) or Feminine rubies, while dark red rubies were considered Masculine stones. Burma- Burmese rubies historically comes from the Mogok stone tract. The history of mining in Burma is long, complex and turbulent and date back thousands of years. Gems occur in a
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gravel layer called Byon at a depth of 20 to 100 feet, and are recovered by rudimental washing and screening and then handpicking of encouraging-looking pebbles. Today, the Mong Hsu tract is also producing gem quality stones. Very fine Burmese stones over 5 carats are today extremely rare and can command ten times as much the price of a 5 carats diamond. Other producers of fine rubies are Thailand, Pakistan, Vietnam, Ceylon, and East Africa. Astrological-Healing Properties Signs of a well-placed Venus Creative, vital, resistant, determined and decisive. Successful activity, authority. Royalty, high position in administration. Cheerful outlook, good fortune, ambition to achieve great heights, brilliance, optimism, success in worldly affairs. Heart diseases, eye inflammation, low or high blood pressure,Hemorrhage, cardiac thrombosis, Prevention of the following heated and bilious constitution diseases Cerebral meningitis, eruption of the face, typhoid, polypus, epilepsy, bile complaints, sunstroke, scorches, diseases of the head Element Fire Sign Leo Manikya, Ruby, Padmaraga, Red-lotus color Sanskrit Names gem, Shona-Ratna, Red jewel, Ravi-Ratna, Gem of the sun. 4.2 PEARL Color Gemological Properties The color of a pearl is the result of a body color and an overtone color (known as orient) present (due to surface effects) as a lustrous sheen. White, light cream, light rose, light yellow, blue and green overtones on a white body, black and colored pearls. Saltwater pearls are the most important on the market place. These come principally from the Persian gulf (coasts of Iran, Oman, Saudi Arabia and Bahrain State), Gulf of Manaar ( an
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Occurrence

arm of the Indian Ocean between India and Ceylon), Australia, South Seas, Japan, and Venezuela. Freshwater pearls come from rivers throughout the world.

Astrological-Healing Properties Planet Moon Signs of a wellThe native will have good affluence, good fortune, recognition placed Venus and fame. Emotions under control. Good memory. Balanced emotional life. Success, happiness and comfortable life . Sicknesses during childhood. Indecisions, lack of mental balance. Desire to lie and spread false rumors. Mukta, Pearl, Sasi-ratna, Gem of the moon, Taraka, Falling star, Sanskrit Names Jiva-ratna, Gem of the intellect.

4.3RED CORAL Color Gemological Properties Flesh pink, pale to deep rose red, salmon pink, red to dark ox-blood red (this one being the most rare and priced). Throughout the Mediterranean Sea and Red Sea areas, Spain, Morocco, Malaysia, Japan. The most important center for the fishing and manufacturing of the finest red coral is Torre Del Greco (Italy).

Occurrence

Planet Signs of an afflicted Mars Prevention of the

Astrological-Healing Properties Mars Aggressiveness, temper, arguments, fights, accidents, violence, rebellions, fire. Constant surgical operations. War or family arguments. Eruptions of the face and body Cuts, burns, bruises
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following diseases Sign Sanskrit Names

General diseases of the blood, muscular system, bone marrow. Aries & Scorpio Munga,red coral, Bhauma-ratna,Gem of Mars, Vidruma, The coral tree, Abdhijantu, Being of the ocean.

4.4 YELLOW SAPPHIRE (Pukhraj) Color Occurrence Gemological Properties Any shade of yellow, from pale yellow color to dark orangish golden to greenish yellow. Sri Lanka, Burma, Thailand, Cambodia, Australia, East Africa, USA.

Astrological-Healing Properties Day Thursday Signs of a well-placed Happiness Good children and grandchildren Jupiter Wealth, name, fame, success and honor. Wisdom, longevity Prevention of the following Liver complaints, jaundice, dropsy, flatulence, diseases dyspepsia, abscess, disorders of pancreas, tumors, skin troubles, cerebral congestion, catarrh, circulation of blood in the arteries and fat in the body. Sanskrit Names Pusparaga, Yellow sapphire, Guru-Ratna, Gem of Guru, Puspa-Raja, King of flowers, Vascapati vallabha, Beloved of Jupiter.

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Color Occurrence

4.5 GOMED (Hessonite Garnet) Gemological Properties From light yellowish orange to dark brownish orange and dark orange - red Sri Lanka, Canada, Brazil, East Africa, Madagascar.

Astrological-Healing Properties Signs of an afflicted Jupiter * Rahu is a spiritual inclined planet. When it is wellplaced, the native usually has very strong spiritual tendencies, desire to do goodness to others and detachment to material goals. He is very influential and respected in society. * Power, fame, political success, money * Obsessive and convulsive influences * Inertia, dullness, grossness, insensitivity, ignorance. Prevention of the following Cancer, fears, phobias, undiagnosable illnesses, diseases poisons Sanskrit Names Gomeda, cow's urine colored gem, Rahu-ratna, Rahu's gem, Pita rakta mani, Orange gem, Tamomani, Rahu's jewel.

4.6 Emerald
Gemological Properties From light yellowish green to dark bluish green and everything in between. The finest emeralds are from Colombia at Chivor, Muzo, Gachala and Coscuez mines. Other fine emeralds come from Brazil, Zambia, Pakistan, Russia, Tanzania (Lake Manyara). Colombian emeralds from Muzo and Coscuez can be
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Color Occurrence

distinguished in a general way because Muzo material is blue-green, whereas that from Coscuez is yellowish green.

4.7 DIAMOND

Gemological Properties Colorless to hues of brown, yellow, pink, chartreuse, blue, etc. The most priced Color diamond are those classified as colorless and "fancy" South Africa, Angola, Botswana, Australia, Occurrence Russia, India, Brazil, Venezuela.

Astrological-Healing Properties Planet Venus Sign: Taurus & Libra Signs of a well- Element: Water placed Venus Day: Friday Time: Sunrise Vajra, Lightning bolt, Sanskrit Hiraka, Diamond, Names Bhargava-priya, Beloved of Venus.

4.8 CAT'S EYE Gemological Properties Color Light greenish yellow, green, brownish green, brownish yellow, brown Occurrence Sri Lanka, Tanzania, Brazil, China, Russia Astrological-Healing Properties Planet Ketu Sign Pisces Sanskrit Ketu-ratna, Ketu's gem, Names Vaidurya, Cat's eye, Sutra-mani.

4.9 BLUE SAPPHIRE (NEELAM)

Color

Gemological Properties Light blue to dark blue,

Astrological-Healing Properties Signs of a Wisdom, integrity,
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violetish-blue, greenish-blue, well-placed steely-blue, color change Jupiter from blue or greenish blue to violet-purple. Occurrence Sri Lanka, Thailand (Kanchanaburi), Cambodia (Pailin), Burma, Kashmir, Australia (Anakie), Sanskrit Tanzania, Madagascar, USA (Montana, Yogo Gulch). Names

discipline, spiritual achievement patience, dedication and nonattachment. Saturn also govern leadership and perfection, highest human qualities, long life Nilam, Blue sapphire, Nila-mani, Blue jewel, Indra-nilam, Royal blue gem, Sani-ratna,

4.10 RASHI & GEMS

SUN - SIGN Aries Taurus Gemini Cancer Leo Virgo Libra Scorpio Sagittarius Capricorn Aquarius Pisces

STONE'S NAME White Pearl, Ruby, Rosser Reeves Ruby, Star - Cabochon, Cat's Eye Diamond, White Pearl Red Coral Emerald Green (Panna), Blue Lapiz Lazuli Diamond, White Pearl Pearl, Blue Sapphire Topaz, Yellow Sapphire Emerald Green (Panna), Blue Lapiz Lazuli Neelam, Blue Lapiz Lazuli Pearl, Blue Sapphire Topaz, Yellow Sapphire Emerald Green (Panna), Blue Lapiz Lazuli
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5. RESEARCH METHODOLOGY
It is well known fact that the most important step in marketing research process is to define the problem. Choose for investigation because a problem well defined is half solved. That was the reason that at most care was taken while defining various parameters of the problem. After giving through brain storming session, objectives were selected and the set on the base of these objectives. A questionnaire was designed major emphasis of which was gathering new ideas or insight so as to determine and bind out solution to the problems. Research included gathering both Primary and Secondary data.

5.1Market size
Market size or population for a project is consider as the geographic area. For this field work market size is Pune city of Maharashtra state.
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5.2Sample size
It gives the target population that will be sampled. This field work was carried in Pune. As a sample size 50 customer respondents and 15 organizational respondents is selected base on convent sampling method.

5.3

Secondary Data

Secondary data are those data which has been collected by someone else and which already have been passed through statistical process. For this field work secondary data has been taken from internet, and company’s web sites. 5.4Primary data Primary data is the first hand data, which are selected a fresh and thus happen to be original in character. Primary Data was crucial to know various customers and past consumer views about consumption and buying in diamonds. The method for collection of primary data is used as questionnaire and interview.

5.5ANALYSIS
The analysis is carried out in two part:(A) For the owner of shops. (B) For customer. After the data has been collected, it was tabulated, presented in chart and findings of the project were presented followed by analysis and interpretation to reach certain conclusions.
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5.6Time Frame
Time frame for this field work is 1 week.

5.7SCOPE
This project is based on the CONSUMPTION PATTERN OF CUSTOMER IN DIMONDS and for the conclusion of primary data the scope is restricted to Pune city only.

5.8LIMITATIONS
5.8.1 Research work was carried out in one part of PUNE city, only the finding may not be applicable to the other parts of the country because of social and cultural differences. 5.8.2 The sample was collected using connivance-sampling techniques. As such result may not give an exact representation of the population. 5.8.3 Shortage of time is also reason for incomprehensiveness. 5.8.4 The views of the people are biased therefore it doesn’t reflect true picture.

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DATA ANALYSIS AND INTERPRETATION
6.

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6.1GRAPHICAL REPERSENTION OF VARIOUS SEGMENT

6.1.1 AGE GROUP: TABLE6.1.1 Age of Buyer 20-30 30-40 40-50 50-60 Total No of Buyer 12 21 14 3 50 % of Respond 24% 42% 28% 6% 100%

Chart6.1.1

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6.1.2. ANNUAL INCOME:

TABLE 6.1.2 Annual income Below 2 lakh 2-3 lakh 3-4 lakh 4-5 lakh 5-6 lakh above 6 lakh Total No of Buyer 0 7 13 17 9 4 50 Chart 6.1.2 % of Buyer 0 14% 26% 34% 18% 8% 100%

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6.1.3. EDUCATION QUALIFICATION:

TABLE 6.1.3 Educational qualification below 10th standard no of buyer 10
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% of Buyer 20%

10+2 standard graduate post graduate Total

18 8 14 50 Chart 6.1.3

36% 16% 28% 100%

6.2.2 GRAPHICAL REPERSENTION OF VARIOUS QUESTION:
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Q. 1 : How frequently do you buy? TABLE 6.2.1 Buying pattern Quarterly Half yearly Yearly Occasionally Total No. of Buyer 0 2 15 43 60 Chart 6.2.1 % of Buyer 0% 3% 25% 72% 100%

Q. 2: Why do buy? TABLE 6.2.2 Purpose to buy Self use Gift purpose no of buyer 40 3 % of Buyer 73.20% 5.50%
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Investment Status symbol Total

11 0 54

11.30% 0% 100% Chart 6.2.2

Q. 3: When do you purchases? TABLE 6.2.3 Buying habit When price goes down When price goes up No. of Buyer 21 0
30

% of Buyer 42% 0%

When get extra money Marriage season on festival Total

5 17 7 50 Chart 6.2.3

10% 34% 14% 100%

Q. 4 : Which diamonds do you prefer? TABLE 6.2.4 Diamonds name sapphire Emerald Topaz Ruby Coral Pearl Diamond No. of Buyer 16 4 13 19 11 25 31
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% of Buyer 13.10% 3.20% 10.66% 15.57% 9.20% 20.50% 25.40%

Opal Total

3 122 Chart 6.2.4

2.45% 100%

Q. 5 : Why do you select this particular?

TABLE 6.2.5 Purpose to select particular diamonds Suggested by astrologist Suggested by friend Self motive Other Total No. of Buyer 38 13 16 11 78 Chart 6.2.5 % of Buyer 49% 17% 20.00% 14.00% 100%

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Q. 6 : Which factor do you consider while buying? TABLE 6.2.6 Factor consider while buying Price Quality Brand Choice Total no of buyer 37 24 28 6 95 Chart 6.2.6 % of Buyer 39% 25% 30% 6% 100%

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Q. 7 : If price then which range do like? TABLE 6.2.7 Price range preferred 1000-3000 3000-6000 6000-9000 9000-12000 12000-15000 More than 15000 Total No. of buyer 11 14 10 8 5 2 50 Chart 6.2.7
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% of Buyer 22% 28% 20% 16% 10% 4% 100%

Q. 8 : Which specific place do you prefer for purchase? TABLE 6.2.8 Place prefer to buying Mall Branded shop Traditional jeweler Total No. of customer 3 8 39 50 Chart 6.2.8 % of Buyer 6% 16% 78% 100%

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Q. 9 : Why this particular place? TABLE 6.2.9 Reason to select particular place Quality Customer relation Convent location Brand loyalty Price Total No. of customer 43 4 8 2 0 57 % of Buyer 75.40% 7% 14% 3.60% 0% 100%

Chart 6.2.9
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Q. 10 : Do you believe in any myths related to diamonds?

TABLE 6.2.10 Believe in myths Yes No Total No. of buyer 39 11 50 Chart 6.2.10 % of Buyer 78% 22% 100%

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11.Which types of diamonds do you sale to your customer?

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TABLE 6.2.11 Name of diamond Sapphire Emerald Topaz Ruby Coral Pearl Diamond Opel Tarquoise Gomed No. of Respondents 13 14 12 15 11 15 15 9 6 3 113 % of Respondents 11.5 % 12.4 % 10.6 % 13.3 % 9.7% 13.3 % 13.3 % 7.9% 5.3% 2.7% 100 %

Total

Chart 6.2.11

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12. Which price range of diamonds mostly sold? TABLE 6.2.12 Name of Diamonds
Sapphire Emerald Topaz Ruby Coral Pearl Diamond Opel Tarquoise Gomed

Price Range
500-20,000 750-25,000 200-10,500 1000-25,000 600-80,000 900-10,000 500-80,000 750-17,000 1500-30,000 400-20,000

Chart 6.2.12.1

Chart 6.2.12.2
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7. OBSERVATIONS AND FINDINGS
7.1 ) 42% People those who buy maximum diamonds comes in the

age group of 30-50.
7.2 ) Income group 3 to 5 lakh purchase maximum 34% of diamonds.

7.3 ) Below graduate person purchase more diamonds than the above graduate

person.

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7.4 ) 72%Diamonds are mostly purchase occasionally and customer do not

purchase regular.

7.5 ) 73% Customer buys diamonds mostly for self use.

7.6 ) They mostly when price goes down and on marriage season .

7.7 ) 49% people purchase diamonds those who are suggested by astrologist.

7.8 ) Price range at which diamonds mostly purchase is 3000 to 9000.

7.9 ) Till now 78% people purchase diamond from traditional jewelers

CONCLUSIONS RECOMANDITIONS
8.
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AND

1. Indian diamonds industry gives 80% contribution in global market and 90% contribution in employment in this industry. 2. In diamond those who purchase maximum diamond, is age group 30-50 but age group of 50-60 purchases less even have more disposable income and less responsibility so they should promoted to buy. Maximum buyer believe in myths and suggested by astrologist so when any sales promotion tool or advertisement given then organization should consider these factor. 4. In present time when retail sector is well organized • Even though customer buy less from mall and branded shop ,they should create loyalty and good customer relation to increase market share • Second reason is staff have less knowledge about in the comparison of traditional shop.
3.

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44

9.1 QUESTIONNAIRE
CONSUMPTION PATTERN OF CUSTOMER IN DIAMONDS

ORGANIZATION…………………………………………………. Name and Designation of respondent.............................................

1. Which types of diamonds do you sale to your customer? Sapphire □ Coral □ Emerald□ Pearl □ Topaz □ Diamond □ ruby□

If other then specify…………………………………………………….
2. Please mention the price Range you sale?

Sapphire………… Ruby…………… Diamond…………. Sapphire………… Ruby…………… Diamond………….

Emerald…………… Topaz …………………. …. Coral ……………... Pearl ………………………. If any other ……………………………………….. Emerald…………… Coral ……………... Topaz ………………… Pearl …………………….

3. Which price range of diamonds get mostly sold?

If any other …………………………………….. When price goes down□ when price

4. In which season maximum sale of diamonds occurs ?

Festival □ Marriage□ goes up□

5. Does this happen that the customer changes his mind after visiting your shop

as regarding his preference of ranges? ……………………………………………………………………………
6. Which of the following sales promotion technique you use? (A) Release of advertisement (C) Offering quantity discount 45

□ □ □

(B) Discount scheme at the time of festival

(D) Any other

□ No □

7. Have you notice any increase sales volume as well as profit?

Yes □

8. How do you train your staff to deal with customer?

(a) How to handle customer when comes first time (b) By providing appropriate training of behavior (c) Technical and product knowledge
9. Which mode of payment is generally used by customer?

Cash payment □

Debit card □

Credit card □

10. Which types of after-sale-service do you provide? pl. mention.

……………………………………………………………………………. 11.What is your strategy to increase market share? …………………………………………………………………………….

9.2 QUESTIONNAIRE
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CONSUMPTION PATTERN OF CUSTOMER IN DIMONDS

NAME-…………………………………… GENDER(i) MALE □ AGE GROUP (i) 20-30 year (iii) 40-50 year □ □ (ii) 30-40 year (iv) 50-60 year □ □ (ii) FEMALE □

ANNUAL INCOME(i)Below 2 lake □ (iv) 4-5 lake □ (ii) 2-3 lake (v) 5-6 lake □ □ (iii) 3-4 lake □

(vi) Above 6 lake □

EDUCATIONAL QUALIFICATION-

(i) Below 10thstandard (ii) 10+2 Standard

□ □

(iii)Graduate □ (v) Post Graduate □

-----------------------------------------------------------------------------------1. Are you regular buyer of diamonds?

Yes □ Quarterly □ Self use □ symbols □

No□ Half yearly □ Gift purpose □ Yearly □ Occasionally □ As status

2. How frequently do you buy?
3. Why do you buy?

Investment purpose □

4. When do you generally purchase?

When price goes down □

When price goes up □

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When get extra money □ □

Marriage season □

On festival

5. If you buying with an investment motive how much return you expect?

……………………………….. 6. Which diamonds do you prefer? Sapphire □ Coral □ Emerald□ Pearl □ Topaz □ Diamond □ ruby□

If other then specify……………………….
7. Why do you select this particular type ?

Suggested by astrologist □ motive□ If other ……………..

Suggested by friend□

Self

8. Which factor do you consider while buying? Price□ Quality □ Brand □ Choice □ Configuration like cent□
9. If it is price then which is your preferred range ?

1000-3000 □ □ 12000-15000□ Mall□ Quality □

3000-6000 □ More than 15000□

6000-9000□

9000-12000

10.Which specific place do you prefer for purchase? Branded shop □ Customer relation□ Price□ Traditional jeweler□ Convent location□ 11.Why this particular place? Brand loyalty □

12.Do you believe in any myths related to diamonds? ……………………………………… 13.Do you use it all alone or with gold? ……………………………………….
14. How many times do you come for polishing and servicing of diamonds? 48

………………………………………..
15. How much a single visit costs you?

……………………………………….. Thank you for sparing few moments of your valuable time.

10. BIBLIOGRAPHY
Research methodology by C.M. Kothari 2nd Edition th 10.2 Marketing Research by G C Bari 4 Edition 10.3 Internet
10.1

www.google.com 10.3.2www.indiainbusiness.nic.in 10.3.3www.SuratDiamond.com 10.3.4www.rudraksh.info 10.3.5http://en.wikipedia.org 10.3.6http://timesofindia.indiatimes.com 10.3.7 http://www.rediff.com
10.3.1

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