1.

Age group

Responses

No. of

Percentage

Respondent

distribution

s
18-24
25-34
35-50
Above
Total

34
28
32
6
100

34%
28%
32%
6%
100%

Table 5.1 Age Distribution

Age
18-24

6%
34%

32%

25-34
35-50
above

28%

Fig.5.1 Age distribution

Interpretation
Majority of the respondents i.e. 34% belongs to the age group 18-24; 32% of the
respondents belong to the age group of 35-50; 28% of the respondents belong to the age
group of 25-34 and 6% belong to the age group of above 50.
2. Gender

33

Response
s

No. of

Percentag

respondent e
s

Table 5.2 Gender

male
female
Total

distributio

distribution

n
34%
66%
100%

34
66
100

Gender
male

female

34%
66%

Fig.5.2 Gender distribution

Interpretation
Majority of the respondents are female i.e.66% and 34% of the respondents are male,

3. Family income
Responses

No. of

Percentag

respondent e
34

s
upto 20000 per month
20000-40000 per

month
40000-60000 per

14

month
60000-80000 per

25

distributio
n
2%
14%
25%
18%

month
18
80000 & Above per

41%

month
Total

10%

41
100

Table 5.3 family income distribution

Family income
upto 20000

20000-40000

60000-80000

80000 & abov

40000-60000

2% 14%
41%
24%
18%

Fig.5.3 family income

Interpretation
2% of the respondents belong to the income group up to 20000; 14% of the respondents
belong to the income group of 20000-40000; 25% of the respondents belong to the

35

income group of 40000-60000; 18% of the respondents belong to the family income
60000-80000; and 41% of the respondents belong to income group of 80000 & above.

36

4. Are you aware about imitation jewellery

Respo
nses

No. of

respond age
ents

Yes
No
Total

Percent

94
6
100

distribu
tion
94%
6%
100%

Table 5.4 Awareness of imitation jewellery

Awarness of imitation jewellery

yes

no

6%

94%

Fig.5.4 Awareness of imitation jewellery

Interpretation
Majority of the respondents i.e. 94% are aware about imitation jewellery and 6% of the
respondents are not aware of imitation jewellery.
5. Source of awareness

37

No. of
Responses

responde
nts

Television
Newspaper
Friends &

23
14

family
Total

62
99

Percenta
ge
distributi
on
23%
14%
63%
100%

Table5.5 Source distribution

source
Television

Newspaper

Frinds and family

23%
14%

63%

Fig.5.5 source of awareness

Interpretation
Majority of the respondents i.e. 63% source is friends and family; 23% respondents source is
television and 14% of respondents source is newspaper.

6. Frequency of purchase

38

No. of

Responses

Percentage

respondents distribution
whenever needed
frequently
occasionally
never
Total

32%
30%
34%
4%
100%

32
30
34
4
100

Table 5.6 frequency of purchase

frequency of purchase
whenever needed

frequently

occasionally

never

4%
32%

34%

30%

Fig.5.6 frequency of purchase

Interpretation
Majority of the respondents i.e.34% purchase imitation jewellery occasionally, 32% of
the respondents purchase it whenever needed, 30% of the respondents purchase
frequently and there are only 4% of the respondents who does not buy imitation
jewellery.
7. Spending on imitation jewellery

No. of
Responses

Percentag

respondent e
s

distributio
n

39

upto 3000
3000-5000
5000-10000
10000+
Total

31%
36%
27%
6%
100%

30
34
26
6
96

Table 5.7 spending distribution

Spending on imitation jewellery

upto 3000

3000-5000

5000-10000

6%

10000+

31%

27%
35%

Fig.5.7 spending on imitation jewellery

Interpretation
Majority of the respondents i.e. 36% of them prefer spending 3000-5000 on imitation jewellery,
31% of the respondents prefer to spend upto 3000, 27% of the respondents prefer spending 500010000 and only 6% of the respondents prefer spending more than 10000.
8. Factors of consideration
(Note: Multiple answers can be selected)

No. of
respondent

Responses

40

Quality
Availability
Durability
Style/design
After sales services
All of the above

42
6
28
46
18
42

Table.5.8 Factor of Consideration

Factors of consideration
46

42

42

28
18
ab
ov
e

Al
lo
th
e

se
rv
ic
es
al
es

Af
te
rs

of
de
si
gn

St
yl
e

D
ur
ab
ilit
y

6
Av
ai
la
bi
lit
y

Q
ua
lit
y

50
45
40
35
30
25
20
15
10
5
0

Fig.5.8 factor of consideration

Interpretation
Respondents consider style as the most important factor while purchasing imitation jewllery,
quality and all the above are considered equally important, durability is considered next
important factor followed by after sales services and the least considered one is availability.

41

9. Satisfaction of quality

Respon

Percent

No. of
respond

ses

age
distribu

ents

tion
Yes
No
Total

76%
24%
100%

74
24
98

Table 5.9 satisfaction level distribution

Satisfaction of quality
Yes

No

24%

76%

Fig.5.9 satisfaction of quality

Interpretation
Majority of the respondents i.e. 76% are satisfied with quality at preferred price and 24%
of the respondents are not satisfied.

10. Important criteria when considering jewellery purchase

42

(Note: Please rate on scale of 1 to 5, 1 being the lowest and 5 being the highest)

No. of
responden

Rating

ts
1
2
3
4
5
Total

2
8
18
14
58
100

Table 5.10 style 45factor

Style factor
70

58

60
50
40
30

18

20
10

14

0
1

Fig.5.10 style factor

Interpretation
58 respondents have gave 5 ratings to style; 18 respondents have gave rating of 3 to style;
14 respondents have gave 4 as the rating to style and 8 respondents have gave rating of 2
to style.
10(b).Price
Ratings

No. of
43

respondents
1
2
3
4
5
Total

6
10
20
42
22
100

Table 5.11 price factor

Price factor
45
40
35
30
25
20
15
10
5
0

42

22

20
10

6
1

Fig.
5.11 Price factor

Interpretation
42 of the respondents have gave rating of 4 to price factor; 22 of the respondents have rated 5
to the price factor; 20 of the respondents have rated 3 to price factor; 10 respondents have
rated 2 to price factor and 6 respondents have rated 1 to price.
10(c).Goodwill of dealer
Ratin

No. of
44

responde

gs

nts
1
2
3
4
5
Total

0
8
46
36
10
100

Table 5.12 Goodwill of dealer factor

Goodwill of dealer factor

50
45
40
35
30
25
20
15
10
5
0

46
36

10

0
1

Fig.5.12 Goodwill of dealer factor

Interpretation
46 of the respondents have gave rating of 3 to goodwill factor; 36 of the respondents have rated 4
to goodwill factor; 10 of respondents have rated 5 to goodwill factor and 8 respondents have
rated 2 to goodwill factor.
10(d).Speed of delivery
Ratings

No. of
45

responde
nts
1
2
3
4
5
Total

0
18
28
38
16
100

Table 5.13 Speed of delivery factor

Speed of delivery factor

40
38

35
30
28

25
20
18

15

16

10
5
0

0
1

Fig.5.13 speed of delivery factor

Interpretation
Majority of the respondents i.e.38 have rated 4 to speed of delivery factor; 28 of the respondents
have rated 3; 18 of the respondents have rated 5; 16 of the respondents have rated 2 to speed of
delivery factor.
No. of

11. Channel of purchase

Ratings

responde
nts

Percenta
ge
distributi
on

Local
dealer
Online
Total

46
72
28
100

72%
28%
100%

Table 5.14 channel of purchasing

Channel of purchase
Local dealer

Online

28%

72%

Fig.5.14 channel of purchasing

Interpretation
Majority of the respondents i.e. 72% prefer purchasing from local dealer and 28% of the
respondents prefer to purchase from online.

12. Factor considered when purchasing from local dealer

(Note: Multiple answers can be selected)
Responses
Goodwill
Discounts
Style/Design
Price
Availability

No. of respondents
22
52
72
64
20

Table.5.15 Factor considered while purchasing from Local dealer distribution

47

Factors considered while purcahsing from local dealer

80
70

72

60

64

50

52

40
30
20

22

20

10
0

Goodwill

Discounts Style/Design

Price

Availability

Fig 5.15 Factors considered while purchasing from Local dealer

Interpretation
72 of the respondents have selected style/design as most important factor when purchasing from
local dealer; 22 of the respondents have selected goodwill as factor when purchasing; 52 of the
respondents have selected discounts as factor when purchasing; 64 of the respondents have
selected price as factor when purchasing and 20 of the respondents have selected availability as a
factor when purchasing from local dealer.
13. Factors considered when purchasing online
(Note: Multiple answers can be selected)

No. of
responde

Responses

nts
Reliability
Quick delivery
Discounts
Price
Style/Design
After sales
48

40
70
50
56
62
58

services

Table.5.16 Factor to be considered while purchasing from online

Factor considered while purchasing online

70

al
es

se
rv
ic
es

ig
n

58

Af
te
rs

St
yl
e/
D
es

Pr
ic
e

D
is
co
un
ts

de
liv
er
y

Q
ui
ck

62

56

50

40

Re
lia
bi
lit
y

80
70
60
50
40
30
20
10
0

Fig. 5.16 Factor to be considered while purchasing from online

Interpretation:
40 of the respondents have selected reliability as the factor of consideration while purchasing
online; 70 of the respondents have selected quick delivery as the factor of consideration while
purchasing online; 50 of the respondents have selected discounts as the factor of consideration
while purchasing online; 56 of the respondents have selected price as the factor of consideration
while purchasing online;62 of the respondents have selected style/design while purchasing
online;58 of the respondents have selected after sales services as the factor of consideration
while purchasing online.

49

14. Scope of imitation jewellery

Respo
nses

No. of
respond
ents

Percenta
ge
Distribu
tion

Yes
NO
Total

85%
15%
100%

82
14
96

Table 5.17 Scope of imitation jewellery

Yes

NO

15%

85%

Fig.5.17 Scope of imitation jewellery

Interpretation
Majority i.e.85% of the respondents have considered imitation jewellery market a hot cake of
jewellery industry and 15% of the respondents do not consider imitation jewellery market a hot
cake of jewellery industry.

50

15. More diversified

No. of
responde

Responses

Percenta
ge
distributi

nts

on
Imitation jewellery
Gold jewellery
Both
Total

46%
12%
42%
100%

46
12
42
100

Table 5.18 Diversity of options

More diversified
Imitation jewellery

Gold jweellery

42%

Both

46%
12%

Fig.5.18 Diversity of options

Interpretation
Majority i.e. 46% of the respondents have selected imitation jewellery as more diversified
options; 12% of the respondents have selected gold jewellery as more diversified options
and 42% of the respondents have selected.
16. Impact of imitation jewellery market on gold jewellery market

51

Percenta

No. of
Responses

ge

responde

distributi

nts

on
Yes
No
Total

82%
18%
100%

82
18
100

Table 5.19 Impact of imitation jewellery on gold jewellery

Impact of imitation jewellery on gold jewellery market

Yes

No

18%

82%

Fig.5.19 Impact of imitation jewellery on gold jewellery

Interpretation
Majority i.e.82% of the respondents believes that imitation jewellery market has made
impact on gold jewellery market while 18% of the respondents believe vice-versa.

52

17. On scale of 1-5 how do you rate the following attributes of the imitation jewellery
(Note: 1 being the lowest and 5 being the highest)
No. of
responden

Rating

ts
1
2
3
4
5
Total

2
4
42
30
22
100

Table.5.20 Price factor

Price factor
45
40

42

35
30

30

25
20

22

15
10
5
0

4
1

Fig.5.20 Price factor

Interpretation:
2 respondent have rated 1 to price factor;4 respondent have rated 2 to price factor;42 of
the respondent have rated 3 to price factor;30 of the respondent have rated 4 to price
factor and 22 respondent have rated 5 to price factor.
17(b).Quality
53

No. of
responde

Rating

nts
1
2
3
4
5
Total

0
20
36
38
6
100

Table 5.21 Quality Factor

Quality factor
40
35

38

36

30
25
20

20

15
10
5
0

0
1

Fig.5.21 Quality factor

Interpretation:
20 of the respondent have rated 2 to quality factor; 36 respondent have rated 3 to quality
factor; 38 of the respondent have rated 4 to quality factor and 6 of the respondent have
rated 5 to quality factor.
17(c).Design
Ratin

No. of
54

responde
nts

1
2
3
4
5
Total

2
6
16
34
42
100

Table 5.22 Design factor

Design factor
45
40

42

35
34

30
25
20
15

16

10
5
0

6
2

Fig.5.22 Design Factor

Interpretation
2 of the respondent have rated 1 to design factor; 6 of the respondent have rated 2 to
design factor;16 of the respondent have rated 3 to design factor; 34 of the respondent
have rated 4 to design factor and 42 of the respondent have rated 5 to design factor.

55

17(d) variety
No. of
responde

Rating

nts
1
2
3
4
5
Total

0
4
22
30
44
100

Table 5.23 Variety Factor

Variety factor
50
44

40
30

30

20

22

10
0

0
1

Fig.5.23 Variety Factor

Interpretation:
4 of the respondents have rated 2 to variety factor; 22 of the respondent have rated to 3 to
variety factor; 30 of the respondents have rated 4 to the variety and 44 of the respondents
have rated 5 to variety factor.
17(e) After sales services
56

Rating
1
2
3
4
5
Total

Responses
12
14
30
24
20
100

Table 5.24 after sales services factor

After sales services

35
30

30

25

24

20

20

15
10

12

14

5
0

Fig.5.24 After sales services factor

Interpretation
12 of the respondents have rated 1 to after sales services; 14 of the respondents have rated
2; 30 of the respondent have rated 3;24 of the respondent have rated 4 and 20 of the
respondent have rated 5 to after sales services.

57

18. Advertisement of imitation jewellery

No. of

Percentage

respondent

distributio

Response
s

s
Yes
No
Total

66%
34%
100%

66
34
100

Table 5.25 Advertisements

Advertisments
Yes

No

34%
66%

Fig.5.25 Advertisements
Interpretation:
Majority i.e.66% of the respondents think imitation jewellery requires more advertisements and
34% of the respondents think vice-versa.

58

19. Reasons for growth of imitation jewellery

(Note: Multiple options can be selected).
No. of

Responses

respondents
Gold being
expensive
Theft
Easy availability

68
70
42

Table 5.26 Reasons for growth of imitation jewellery

Reason for growth of imitation jewellery

80
70
68

60

70

50
40

42

30
20
10
0

Gold being expensive

Theft

Easy availability

Fig.5.26 Reasons for growth of imitation jewellery

Interpretation:
68 respondents thinks that high rate of gold is reason for the growth of the imitation jewellery;70
respondents thinks theft is the reason for growth of imitation jewellery market and 42 of the
respondents think easy availability as the reason for the growth of the imitation jewellery market

59

20. Suggestion for purchase of imitation jewellery

Respon
ses

No. of
respond
ents

Percent
age
distribu
tion

Yes
No
Total

84%
16%
100%

84
16
100

Table 5.27 Suggestion for purchase of imitation jewellery

suggestion for purchse of imitation jewellery

Yes

No

16%

84%

Fig.5.27 Suggestion for purchase of imitation jewellery

Interpretation:
Majority i.e.84 % of the respondents is willing to suggest imitation jewellery to others while
16% of the respondents are not willing to suggest it to others.

60