A

Research Report On

“A COMPARATIVE STUDY ON THE CONSUMER’S PREFERENCE

TOWARDS BRANDED JEWELLERY & NON-BRANDED
JEWELLERY IN BIKANER”

Submitted to the RNBGU for partial fulfilment of the Bachelor of Business

Administration

Submitted To: Submitted By:

Prof. Sanjay Diddee Gautam Chopra
(SOCM) ENR: RNBGU201500049

RNB Global University, Bikaner

APRIL 2018
 CERTIFICATE OF ORIGINALITY

This is to certify that the project titled “A COMPARATIVE STUDY ON THE

CONSUMER’S PREFERENCE TOWARDS BRANDED JEWELLERY & NON-
BRANDED JEWELLERY IN BIKANER” is an original work of the Student and is being
submitted in partial fulfilment for the award of the “BBA (Finance & Accounts)” of RNB
Global University. This report has not been submitted earlier either to this University or to
any other University/Institution for the fulfilment of the course of study.

Signature of Student Signature of Supervisor

………………………. ……………………….....

ii
 CERTIFICATE OF INTERNAL (UNIVERSITY) RESEARCH GUIDE

Enrolment No: RNBGU201500049

This is to certify that Mr. --------------------------------------------student of BBA VI Semester has successfully

completed his project report entitled “-----------------------------------------------------------------------------------
---------“for the partial fulfillment of the Bachelor of Business Administration degree.

(Name of the Dean) (Name of Project Guide)

Dean Project Guide

PLACE: RNB GLOBAL UNIVERSITY, BIKANER

DATE:

iii
 PREFACE

As a part of BBA Curriculum and in order to gain practical knowledge in the field
of management it was required to make a report. For this project work I decided
to research on “A comparative study on the consumer’s preference towards
branded jewellery & non-branded jewellery in Bikaner”. The Basic objective
behind doing this project report is to get knowledge about consumers
perception and mindset while buying Jewellery either from Branded Jewellery
Showrooms or from other jewellers.

In this project report I have included various concepts, effects & implications
regarding Jewellery industry.

Doing this project report helped me to enhance my knowledge regarding the

work in to the attitude of consumer towards jewellery industry.

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 ACKNOWLEDGEMENT

I hereby convey my deep acknowledgement to all those who made it possible

for me to complete this project, by extending their support and continuous cooperation.

I extend my sincere gratitude towards RNBGU, Bikaner for providing practical ways
of learning. I would also like to acknowledge the consistent encouragement to Prof.
Sanjay Diddee, Dr. Nitin Pathak & Dr. Ajoy Kumar Mitra (Professor) RNB Global
University whose constant guidance, heartfelt support, suggestion and consideration
helped me in the successful completion of this project.

Finally, I would like to thank my friends Pranjal Chaturvedi, Renu Sharma, Mahendra
Singh Chahuan students of RNB Global University without whom this discretion work
would not have been successfully completed.

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 EXECUTIVE SUMMARY

Society is a diversified in all aspects. We see this among consumers, marketers, producers and
even among consumer behaviour from theoretical aspects. The study of consumer behaviour
enables marketer to predict a consumer behaviour in the market; it also produces understanding
of the role that consumption has in the lives of individuals. Consumer behaviour is defined as
a behaviour that consumers display while searching for purchase, using, evaluation and
disposal of products, services and ideas that they to satisfy their needs. The study of consumer
behaviour is concerned not only with what consumers buy, but also with what they buy it,
when, from where and how they buy it and how often they buy it. It is concerned with learning
the specific meanings that products hold for consumers. Consumer research takes place at every
phase of the consumption process; before the purchase, during the purchase and after
purchases. Consumer behaviour is the study of how people buy, what they buy, when they buy
and why they buy. It attempts to understand the buyer decision processes/buyer decision
making process, both individually and in groups. It studies characteristics of individual
consumers such as demographics, psychographics, and behavioural variables in an attempt to
understand people wants. It also tries to assess influences on the consumer from groups such
as family, friends, reference groups, and society in general. What we buy, how we buy, where
and when we buy, in how much quantity we buy depends on our perception, self-conception,
social and cultural background and our age and family cycle, our attitudes, beliefs, values
motivation, personality, social class and many other factors that are both internal and external
to us. Consumer behaviour is interdisciplinary; i.e. it is based on concepts and theories about
people that have been developed by scientist in such diverse disciplines as psychology,
sociology, social psychology, cultural anthropology and economics. Consumer research is the
methodology used to study consumer behaviour.

The study of consumer behaviour is the study of how individuals make decision to spend their
available resources on consumption elated items. It includes the study of what, why, when and
form where they buy etc. Consumer behaviour is a relatively new field of study emerged in late
1960s with no history or body of research of its own unlike branches of economics. Many early
theories concerning consumer behaviour were based on economic theory on the notion that
individuals act to maximize their benefits in the purchase of goods and services. There are

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number of reasons why the study of consumer behaviour developed as a separate marketing
discipline. As sum as the marketing researchers began to study the buying behaviour of
customers, they realized that, despite a something “me too” approach to fashions, many
consumers rebelled at using the identical products everyone else used. The primary purpose or
studying as part of a management curriculum is to understand why and how consumers make
their purchase decisions. These insights enable marketer to design more effective marketing
strategies. Consumer behaviour has become an integral part of strategic market planning. The
belief that ethics and responsibility should also be integral components of every marketing
concept, which calls on marketer to fulfil the needs of their target market in ways that improves
society as a whole.

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viii
 LIST OF FIGURES

Fig. No. TITLE Pg. No.

Fig. 1. Gender 19
Fig. 2. Wear ability of Jewellery in people of different occupation 20
Fig. 3. Frequency of purchase of jewellery 21
Fig. 4. Reach of brand Awareness 22
Fig. 5. Mindset behind purchase of jewellery in Bikaner 23
Fig. 6. In-depth of reason behind purchase of jewellery 24
Fig. 7. Overall Market Share or Branded and Family Jewellers in Bikaner 25
Fig. 8. Market Share Composition 25
Fig. 9. Brand names about which people are aware 26
Fig. 10. Attraction point of branded jewellers 27
Fig. 11. Attraction point of family jeweller 28
Fig. 12. Preference in case of gifting 29
Effect of ambience and services on females while purchasing
Fig. 13. 30
jewellery
If it’s compulsory to buy branded Jewellery then customer will
Fig. 14. prefer jewellery of which class (Based on Price) 31

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LIST OF TABLES

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 I. INTRODUCTION

i. Basic Introduction
Fashion is and has always been an in-demand industry, with consumers calling
for new trendy styles and at prices that are affordable. In the accessories industry,
manufacturers and retailers provide consumers with various items like jewellery, wrist
watches, hats, sunglasses, necklaces, bracelets, rings, belts, ties, scarves, headbands and
more.

One of the biggest contribution to fashion industry comes from jewellery sector. This is the
sector of luxury fashion.

Till the early 1990s, the average Indian bought jewellery for investment rather than for
adornment. Jewellery made of 18-karat gold was not favoured as it was considered a poor
investment.

Trust in the local jeweller was the hallmark of the gold jewellery trade in our country. A
jeweller or goldsmith in a local area had a fixed and loyal clientele. The buyer had implicit
faith in his jeweller. As an addition to that, the local jeweller catered to the local taste for
traditional jewellery. At that time Jewellery purchase was seen as an investment.

ii. History
However, since the late 1990s, there was a shift in consumer tastes: women were increasingly
opting for fashionable and lightweight jewellery instead of traditional chunky jewellery. There
was a rise in demand for lightweight jewellery, especially from consumers in the 16 to 25 age
group, who regarded jewellery as an accessory and not an investment. The new millennium
witnessed a definite change in consumer preferences.

Branded jewellery also gained acceptance forcing traditional jewellers to go in for branding.
Given the opportunities the branded jewellery market offered; the number of gold retailers in
the country increased sharply. Branded players such as Tanishq, TBZ, Kalyan, Gitanjali, Kisna
and Carbon opened outlets in various parts of the country. Traditional jewellers also began to
bring out lightweight jewellery, and some of them even launched their in-house brands.
However, the share of branded jewellery in the total jewellery market was still small (about Rs.
10 billion of the Rs. 400 billion per annum jewellery market in 2002), though growing at a pace
of 20 to 30 percent annually. The branded jewellery segment occupied only a small share of

2
the total jewellery market because of the mindset of the average Indian buyer who still regarded
jewellery as an investment. Moreover, consumers trusted only their family jewellers when
buying jewellery. Consequently, the branded jewellery players tried to change the mindset of
people and woo customers with attractive designs at affordable prices.

However branded jewellery players will continue to face lot of competition from local
jewellers. In order to gain market share, they will have to come up with designs that customers
want and win the trust and confidence of consumers by hallmarking and demonstrating the
purity of the gold used by them.

To compete with traditional players, branded players must also find some way to differentiate
themselves. While the success of a particular brand will depend on differentiation, affordability
and quality will be a key element in sustaining a brand.

In addition, branded players require focused advertising and astute salesmanship to compete
with traditional jewellers. Besides the major brands- Tanishq, TBZ, Carbon, Kisna, Gitanjali -
several regional players have opened branches to leverage the trust and reputation that they
have built up over the years

As India makes rapid progress in the retail arena, the Indian Jewellery market is undergoing a
gradual metamorphosis from unorganized to organized format. The jewellery business in India is
estimated to beat Rs. 50,000 crores. According to independent estimation studies conducted by World
Gold Council & Mckinsey, out of the overall market share, the share of organized jewellery
market is less than Rs. 1,000 crores. These accounts to about 2-3 % of the total market share.
But given that this is a relatively new segment of the market, it is poised to grow. Jewellery
retailing is moving from a storehouse of value to a Precious fashion accessory. Plain gold is
gradually easing its stranglehold on the Indian consumer psyche to give way to diamonds, platinum and
coloured gemstones. The way jewellery was worn before is undergoing a tremendous change.
Traditional designs are yielding to modern jewellery, heavy gold is giving way to light and simple designs.
Consumers are more quality conscious than ever before. The jewellery market is one of the largest
consumer sectors in the country larger than telecom, automobiles, and apparel and perhaps
second only to the foods sector. Interestingly, organized retailers have attempted to understand the market,
anticipate social change and strategies appropriately. They have ceaselessly endeavoured to
derive the formulae of “What the consumer wants?”
The young Indian woman who is the prime market for the organized retailers differs from the
traditional jewellery customer in many ways as enumerated below-

3
 - She is well educated and more in tune with international trends
- Increase in working women with high disposable incomes
- Greater mobility
- Less constrained by traditions
All these reasons and more ensure that the modern Indian woman is looking for jewellery from a perspective
different from the past. In addition, organized retailing offers quality products, follows standardized practices
&uniform pricing strategy. Organized retail formats work on transparent policies that are not necessarily
available at the traditional jewellery shops. Today, goods and services offered by any retailer are
strongly driven by their identified Target Group. There are several examples of retailers who are
drawing in consumers either across a wide swath or a segment of socio-economic
classification, clearly defined by them. This has been the first step towards organized
jewellery retailing in India. In a short span of time, organized retailers have successfully
implemented a change in the buying pattern of the Indian consumers.

iii. SECTOR PROFILE

Branded vs. Non-Branded Jewellery

BRANDED NON - BRANDED

Customers can tailor make jewellery according

Name & reputation gives confidence to
to their preference.
consumers

It comes with a written lifetime guarantee,

No written lifetime guarantee, trust is purely
considering the emotional quotient of the
based on consumer
consumer
Excellent qualities, good selling policies and Minimum Effort in packaging, finishing, sales
backup services for jewellery and low marketing
Has a more contemporary stylish and classic
outlook, which easily segments itself among the Is usually bulky & traditional
traditional ones.
Same jewellery will be available at different
Available only in traditional jewellery outlets
outlets

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Now-a-days organized retailers have started taking care of the different aspects in the
marketing and sales value chain, on the other hand those in traditional retail are also changing
or adapting to the needs of the modern customer in the areas of service and customer care. They
are also trying to improve their style of presenting and dealing with customers. “In the past,
jewellers didn’t have much modern education. Today, there are a number of MBAs’ in these
families and amongst key personnel employed by them.

iv. Customer
A customer (also known as a client, buyer, or purchaser) is the recipient of a
good, service, product, or idea, obtained from a seller, vendor, or supplier for a
monetary or other valuable consideration. Customers are generally categorized into two
types:

An intermediate customer or trade customer who is a dealer that purchases goods for resale an
ultimate customer who does not in turn re-sell the things bought but either passes them to the
consumer or actually is the consumer.

A customer may or may not also be a consumer, but the two notions are distinct, even though
the terms are commonly confused. A customer purchases goods; a consumer uses them. An
ultimate customer may be a consumer as well, but just as equally may have purchased items
for someone else to consume. An intermediate customer is not a consumer at all

Geoff Tennant, a Six Sigma consultant from the United Kingdom, uses the following analogy
to explain the difference: a supermarket’s customer is the person buying milk at that
supermarket, a non-customer is buying milk from a competing supermarket, whereas a non-
customer doesn’t buy milk from supermarkets at all but rather “has milk delivered to the door
in the traditional British way”.

v. Perception
Perception (from the Latin perception, percipio) is the organization,
identification, and interpretation of sensory information in order to fabricate a mental
representation through the process of transduction, which sensors in the body
transforms signals from the environment into encoded neural signals.

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Perception is not the passive receipt of these signals, but can be shaped by learning, memory
and expectation.

Perception involves these “top-down” effects as well as the “bottom-up” process of processing
sensory input. The “bottom-up” processing is basically low-level information that’s used to
build up higher-level information (i.e.- shapes for objects recognition). The “top-down”
processing refers to a person’s concept and expectations (knowledge) that influence perception.
Perception depends on complex functions of the nervous system; it subjectively seems mostly
effortless because this processing happens outside conscious awareness

Since the rise of experimental psychology in the late 19th century, psychology’s understanding
of perception has progressed by combining a variety of techniques. Psychophysics measures
the effects on perception of varying the physical qualities of the input. Sensory neuroscience
studies the brains mechanisms underlying perception. Perceptual systems can also be studied
computationally, in terms of the information they process.

The perceptual systems of the brain enable individuals to see the world around them as stable,
even though the sensory information may be incomplete and rapidly varying. Human and
animal’s brains are structured in a modular way, with different areas processing different.

vi. Brands
A brand is a “Name, term, design, symbol, or any other feature that identifies one
seller’s good or service as distinct from those of other seller.” Branding began as a way to tell
one person’s cattle from another by means of a hot iron stamp.

The word “brand” is derived from the Old Norse brands meaning “to burn” it refers to the
practice of producers burning their mark (or brand) onto their product

Brand is the personality that identifies a product, service, or company (name, term, sign,
symbol, or design, or combination of them) and how it relates to key constituencies: customers,
staff, partners, investors etc.

The experiential aspect consists of the sum of all points of contacts with the brand and is known
as the brand experience. The brand experience is a brand’s action perceived by a person. The
psychological aspects, sometimes referred to as the brand image, is a symbolic construct
created within the minds of people, consisting of all the information and expectations
associated with a product, service or the companies providing them.

6
The oldest generic brand, which is in continuous use in India, since Vedic period, 9000-10000
years ago, is known as ‘chyawanprash’. It is widely used in India and many other countries and
is an herbal paste of 45 herbs made for reversed rishi named chyawan. This brand was
developed at doshi hill in north India, on an extinct volcanic hill.

The Italian was among the first to use brands, in the form of watermarks on paper in the 1200s.

vii. Branded Jewellery

Branded Jewellery provides Name & reputation and gives a confidence to the
consumers. It comes with a written lifetime guarantee, considering the emotional quotient of
the consumer Excellent quality, good selling policies and backup services for jewellery Has a
more contemporary stylish and classic outlook, which easily segments itself among the
traditional ones Available at multiple outlets.

viii. Non- Branded Jewellery

Non-branded jewellery is the jewelleries wherein Customer can tailor make jewellery
according to their preferences. Non- branded jewellery has No written lifetime guarantee,
trust is purely based on consumer. Minimum efforts in packaging, finishing, sales & low
advertising Is usually bulky & traditional. Available only in traditional jewellery outlets.

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 II. TOP JEWELLERY BRANDS IN INDIA

The Indian consumer is changing. More aware, more discerning and wanting the
wanting the best of brands, this consumer wants it all and is ready to experiment. It is no
surprise then that diamonds as a category has grown tremendously. The past decade has
seen a gradual shift towards diamonds. Diamonds are being perceived as being fashionable
trendy and modern. India as a country has always been jewelers-centric. Here is a list of
the topmost diamond jewellery brands in India today which women choose to wear.

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TANISHQ:
Tanishq is India’s largest most, desirable and fastest growing jewellery brand in India, started
in 1995, Tanishq is the jewellery business group of titan industries ltd, promoted by the TATA
group. India’s most respected and widely diversified business conglomerate. The name was
formed by combining the first two letters from Tata and “Nishk” (meaning gold coin or
necklace in Sanskrit) Having embarked on the retail journey a decade ago, tanishq is the largest
jewellery retailer In India. With a strong presence in 70 cities across India, unmatched
collections and assured purity, tanishq has quickly become the first choice of discerning
customers. Although there are several small scale unorganized jewellery markets, tanishq is
the first and only jewellery brand to have organized mass jewellery retail chains across the
country.

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KALYAN JEWELLERS:

Kalyan Jewellers, which was once upon a time a sole showroom seller has hundreds of branches
across India. The big names that vouch for the brand’s quality also act as brand ambassadors.
The highest purity levels of gold jewellery sold in Kalyan make it a preferred choice for
customers. Kalyan Jewels also display and sells absolutely stunning gold jewellery in all its
outlets. The many choices available across its showrooms has earned it a consolidated customer
base.

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TBZ:

TBZ represents Tribhuvandas Bhimji Zaveri the founder of the jewellery

brand. TBZ has been highly conservative when it comes to branding
and advertising. The solid customer base the brand has comes with
them for many decades now. The superior quality gold used for making
jewels has instilled high levels of faith in customers who never go in for
any other brand of gold jewellery.

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RIVAAJ JEWELLERY:

Rivaaz Jewellery is considered as one of the best jewellery when it comes to Diamond
Jewellery. The wide range of diamond jewels available in exquisite designs makes it a famous
brand among the other jewels in the arena. Despite the range of designs, the diamond jewellery
is highly affordable by all sects of people. The diamond jewellery from Rivaaz is preferred by
women for many occasions that are unique to India’s culture.

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NAKSHATRA:

Endorsed by the Bollywood heartthrob, Nakshatra is a reputed, renowned and highly in

demand jewellery brand in India. It stands second among top 10 jewellery brands in india. By
means of the delicate work, flawless design, and innumerable options to select from, this
brand has attracted many customers. It was established in 2000 with its headquarters located
in Mumbai, India. Its brand ambassador is Katrina Kaif. The jewellery range includes rings,
earrings, nose pins, neck sets and bracelets in novel designs

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 III. NEED FOR THE STUDY

The Jewellery industry holds a very significant role in Indian Economy and is one of the fastest
growing industry in the country.

Hence research conducted would help me

1. Understand the consumers preference while purchasing jewellery

2. How much impact does a brand have on their purchase decision
3. Does price play an important role in guiding their purchase decision in Bikaner
city.

The study would also help to find out the consumer preference and their buying behaviour
towards branded and non-branded jewellery & this would help both the retailers and Jewellery
Brands to know what the consumer preference and what strategies they should adapt to grab
the market.

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 IV. OBJECTIVES OF STUDY

The purpose of conducting this research is to identify the factors influencing the buying
behaviour of people towards Jewellery (Branded or Non-Branded) in Bikaner & the primary
objective of this research is
• To study the consumer buying behaviour towards Jewellery.
• To study the reach of Retail Jewellery Brands in Bikaner city.
• To study the composition of branded and non-branded Jewellers in terms of
Market share in Bikaner.

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 V. RESEARCH METHODOLOGY

i. Research Design
a. Research strategy: To conduct any research, various strategies are available based on
different requirements of the study. Different types of research strategies available
are:

• Case studies

• Focus group

• Experiment

• Survey: It is the most common used strategy for conducting any research where real-
time data is collected through mediums like questionnaires, interviews etc.

The data for this research project would be collected through questionnaire. A structured
questionnaire would be framed as it is less time consuming, generates specific and to the point
information, easier to tabulate and interpret. Moreover, respondents prefer to give direct
answers. Both type of questions i.e. Open ended and closed ended, would be used.

b. Data Collection and analysis: To carry out research, it is obvious to collect data for
analysis, normally, two common form of data collection are:

• Quantitative: This kind of data is numerical in nature which is better to understand

and evaluate for better understanding. No assumptions are made during this kind of
data.

• Qualitative: This kind of data is normally based on human behaviour and their
personal opinion which are not measured numerically. Researcher has to make certain
assumption while evaluating such form of data.

I would like to opt for quantitative data structure as they talked about survey method
to carry out research.

I will collect data from primary as well as secondary data both. Primary data will be
collected from respondents through questionnaires and secondary data will be
collected through various website, articles, newspapers, etc.

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 c. Sampling or Source of data
This is crucial part of any research which defines the sampling portion in brief with context to
research.

Research will have both, primary data and secondary data. For primary data, research would
collect data samples from various respondents in the form of questionnaires. Respondents
would be contacted through help of friends, personal approach. I will collect this primary data
from the public of Bikaner. In number near to 50 respondents as it is for Jewellery, I will use
Systematic random & Judgmental method of sampling, where I’ll approach to different kind
of respondents.

And as research also carries secondary data, it will be collected through various website useful
for research.

ii. Materials and equipment/resources

To carry out a particular research, it requires various materials and equipment. In this research,
it will require materials for both, primary and secondary collection of data.

For primary data, it will require questionnaire tool to conduct survey. Questionnaire will be
framed with the help of literature review by keeping in mind, all the factors mentioned there
related with research topic. And after questionnaire, it will require approx. 50 people, who will
give their opinion about questions been asked. Questionnaire will be circulated through the
researcher himself by face to face interaction with the respondents.

These all are resources and equipment’s that will be required by researcher to carry out his
research.

iii. Geographical Boundaries

The research will be conducted within India. The place of research will be Bikaner.

iv. Research procedure

Procedure, in short is the entire recipe, how research part will be done by researcher. As stated
above, it will consist of both, primary as well as secondary data.

Procedure for primary research will be first to read thoroughly the literature review of this
research. After understanding the thoughts put under literature review part, researcher will form
a questionnaire on the basis of literature review only. The questionnaire will carry all the
relevant doubts that came under review part. I will keep all the questions close ended for
feasibility I’ll prepare questionnaire. Questionnaire will help me to carry out research in more

17
feasible manner and result will be more reliable. After completion of questionnaire, researcher
will seek to get the questionnaire filled by estimated respondents. For this, researcher will use
systematic random sampling. Once respondents have filled up questionnaire, it will be
converted into graphical manner for pictorial representation and for better analysis. The
analysis will be done accordingly as per the charts and graph.

VI. Time Plan

The research will be conducted and completed within the period of 2 months (Approx.) which
would be February and March (2017).

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 V. DATA PRESENTATION AND ANALYSIS

The objectives of the study were to understand the consumer’s buying preferences, the reach
of branded jeweller’s, & composition of branded and non-branded Jewellers in terms of
Market share in Bikaner.
Hence at first this is important to disclose that the data was collected from 80 respondents.
Which included both male and female respondents, yet the selection of the respondents was
done on convenience and judgmental basis.
So before starting with findings the classification of respondents based on gender is provided
below.
TABLE 1: GENDER

GENDER NO. OF RESPONDENTS

MALE 49
FEMALE 31
TOTAL 80

FIG 1. GENDER

39% MALE
61% FEMALE

INTERPRETATION:
The total population consist of 80 respondents out which 61% i.e. 49 were male and 39% i.e.
31 people were female.

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 1. Do you wear Jewellery?

TABLE 2 : Wear ability of Jewellery in people of different occupation

STUDENTS SERVICE BUSINESS PROFESSION HOUSEWIFE
YES 10 6 28 9 16
NO 3 5 3

FIG 2. WEARABILITY OF JEWELLERY IN PEOPLE OF DIFFERENT

OCCUPATION

80

70

60 16

50 9
40

30 28

20
6
10 3
10 5
0 3
YES NO

STUDENTS SERVICE BUSINESS PROFESSION HOUSEWIFE

INTERPRETATION

People in various sector has started wearing jewellery and there is almost full acceptance in
service class people and housewives residing in Bikaner. But Still there is negligence of
approx. 23% - 25% in professionals and students respectively. On the approx. 85% of people
wear jewellery. Which is good news for Branded as well as Family jewellers (Local
Jewellers).

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 2. How frequently do you make jewellery purchase?

TABLE 3 : FREQUENCY OF JEWLLERY PURCHASE

FREQUENCY OF BUSINESS STUDENTS SERVICE PROFESSION HOUSEWIFE TOTAL
JEWELLERY PURCHASE
ONCE IN A LONG TIME 2 3 0 2 2 9
WHEN OCCASION COMES 24 5 6 9 8 52
DEPENDS ON MOOD 7 5 0 1 6 19

FIG 3. FREQUENCY OF PURCHASE OF JEWELLERY

24
25

20

15
9 8
10 7
5 6 5 6
5 2 3 2 2
0 0 1
0
ONCE IN A LONG TIME WHEN OCCASION DEPENDS ON MOOD
COMES

BUSINESS STUDENTS SERVICE PROFESSION HOUSEWIFE

INTERPRETATION:

The frequency of purchase of jewellery in Business class people is more confined to occasions
as they prefer to purchase jewellery more when there is any kind of occasion. But if we talk
about students the purchase of jewellery is very frequent as it depends on mood and the
occasion more. Service class people as well as professionals highly prefer to purchase jewellery
on some occasions. But there is a dilemma for housewives it can be any occasion or also the
mood which defines the purchase of jewellery by housewives.

In short Frequency of purchase of people in Bikaner is a subject to occasion i.e. some local
festivals, anniversary, birthday or any other specific occasion.

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 3. Market reach and awareness of brands in Bikaner

TABLE 4 : Awareness among people about various jewellery Brands available in the market

REACH OF BRAND AWARENESS

AWARE 78
UNAWARE 2

FIG 4. REACH OF BRAND AWARENESS

3%

AWARE

UNAWARE

97%

INTERPRETATION:

From the above figure we could Interpret that there is almost full awareness about the big
jewellery brands that are available in this Industry. Which shows high effectiveness of the
marketing & advertisement strategy of these giant companies.

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 4. YOU BUY JEWELLERY FOR…...

TABLE 5: Reason for purchase of jewellery in Bikaner

MINDSET BEHIND PURCHASE OF JEWELLERY IN BIKANER
INVESTMENT 14
FASHION 28
OCCASION 36
FESTIVAL 6

FIG. 5. MINDSET BEHIND PURCHASE OF JEWELLERY IN

BIKANER

FESTIVAL
7%
INVESTMENT
17%
INVESTMENT

FASHION
OCCASION OCCASION
43% FASHION
33% FESTIVAL

INTERPRETATION:

As per the figure shown above we can interpret that 43% of population purchase jewellery for
some specific occasion (Birthday, Anniversary, Important Event) while 33% of population
purchase jewellery for fashion. Followed by 17% of population purchase jewellery for
investment purpose and rest 7% purchase on some festival like Holi, Diwali, etc.

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 TABLE 6: Classification of reason behind purchase of jewellery

INVESTMENT FASHION OCASSION FESTIVAL

BUSINESS 6.25% 50% 37.5% 6.25%
PROFESSION 16.20% 38.40% 38.40% 7%
STUDENT 35.70% 21.50% 42.80% 0%
SERVICE 12.50% 12.50% 62.50% 12.50%
HOUSEWIFE 23.50% 17.60% 47.20% 11.70%

FIG 6. INDEPTH OF REASON BEHIND PURCHASE OF JEWELLERY

SERVICE 23.50% 17.60% 47.20% 11.70%

STUDENT 12.50% 12.50% 62.50% 12.50%

PROFESSION 35.70% 21.50% 42.80% 0%

BUSINESS 16.20% 38.40% 38.40% 7%

0% 20% 40% 60% 80% 100%

INVESTMENT FASHION OCASSION FESTIVAL

INTERPRETATION:

As per the diagrams shown above in fig 6. We can interpret that no matter which occupation
of person belongs to, but majority of people buy jewellery on certain specific occasions. Then
The second preference of almost each sector i.e. service students, profession & business is to
purchase jewellery for investment purpose. Whereas we can see that purchase of jewellery
specifically for any festival has a very low preference in comparison to other reasons.

24
 5. Market Share of Branded and Family Jewellers in Bikaner
The Question which was asked here was “From where you prefer purchasing
jewellery?” either from branded jewellers or from Family Jewellers.

TABLE 7: Overall Market Share or Branded

and Family Jewellers in Bikaner TABLE 8: Market Share Composition

MARKET SHARES
BRANDED 77
FAMILY JEWELLERS 35

FIG. 8. MARKET SHARE COMPOSITION

FIG. 7. OVERALL MARKET SHARE IN
BIKANER CITY 35
30
FAMILY 8
JEWELLER 25
S
31% 20
15
24 9
10 8
9
5 4
5 7
4 2
0
BRANDED BUSINESS STUDENT PROFESSION SERVICE HOUSEWIFE
69%
BRANDED FAMILY JEWELLERS

INTERPRETATION:
The above Pie Chart (Fig. 7.) interprets that even in a tier 2 city like Bikaner people have
started trusting branded jewellers like Tanishq which shows a slightly downfall in terms of
trust towards Family jewellers as only 31% of population prefer purchasing jewellery from
family jewellers whereas 69% of population is purchasing jewellery from brands like Tanishq,
Evara, etc.
Most of Business Class people prefer branded jewellers to buy jewellery. Whereas all other
occupation people i.e. students professional, service class & housewives too prefer family
Jeweller more than branded jeweller.

25
Here is an in-depth classification of brands market share in terms of awareness shown above.

TABLE 9: Brand names about which people are aware

NO. OF RESPONSES
TANISHQ 69
KALYAAN 48
TBZ 25
PCJ 48
OTHERS 33

FIG. 9. BRAND NAMES ON MOUTH

80
TANISHQ, 69
70
60
KALYAAN, 48 PCJ, 48
50 TANISHQ

KALYAAN
40 OTHERS, 33 TBZ
30 TBZ, 25 PCJ

OTHERS
20
10
0
TANISHQ KALYAAN TBZ PCJ OTHERS

INTERPRETATION:
This above diagram shows that among these top brands of jewellery Industry, Tanishq
is more known to people in Bikaner as 69 people out of 77 people knows Tanishq.
Whereas the popularity of Kalyan Jewellers and PC Jewellers is same followed by TBZ
and then several other brands like Gitanjali, Diva, etc.

26
 6. Attraction points of Branded Jewellers

TABLE 10: Attraction points of branded jewellers

ATTRACTION POINT OF BRANDED JEWELLERS

WIDE VARIETY 48%
GOOD EXCHANGE OFFER 14.50%
CERTIFIED JEWELLERY 40.50%

FIG. 10. ATTRACTION POINT OF BRANDED JEWELLERS

CERTIFIED
JEWELLERY
WIDE VARIETY
39%
47%

GOOD EXCHANGE
OFFER
14%

INTERPRETATION:

From this diagram we can say that people who are attracted towards branded jewellery
showrooms are because of the wide variety the provide followed by certified jewellery.

Good Exchange offers provided by them don’t have that much significance for customers.

27
7. Attraction towards Family Jewellers

TABLE 11: Reason of attraction point towards Family Jewellers

ATTRACTION POINT OF FAMILY JEWELLER
CREDIT FACILITY 23.80%
NEGOTIATION 5.90%
COMPARITIVELY LOW 7.40%
PRICE
TRUST ON FAMILY 62.90%
JEWELLER

FIG. 11. ATTRACTION POINT OF FAMILY JEWELLER

CREDIT FACILITY
24%

NEGOTIATION
6%

TRUST ON FAMILY
JEWELLER
63% COMPARITIVELY
LOW PRICE
7%

INTERPRETATION:

The main reason why people prefer to buy jewellery from family jewellers is the familiar
trust and relationship of the family with that jeweller, and after this second reason is that
the credit facility is only provided by family jeweller which attracts people to buy
jewellery from family jeweller. Other reasons could be negotiations and comparatively
low price.

28
 8. Consumers attitude and preference while gifting Jewellery

TABLE 12: Preference in case of gifting

BRANDED FAMILY JEWELLER
BUSINESS 12 20
STUDENT 5 8
SERVICE 2 4
PROFESSION 7 6
HOUSEWIFES 11 5

FIG. 12. PREFERENCE IN CASE OF GIFTING

BRANDED FAMILY JEWELLER

20

5
8 6
12 11
5
4 7
2

BUSINESS STUDENT SERVICE PROFESSION HOUSEWIFES

INTERPRETATION:

This figure shows that when it comes to gifting of any jewellery then people of any occupation
whether a Businessmen, student, servicemen, prefer branded jewellery to be gifted. But
professionals and housewife are preferring Branded jewellery for gifting.

29
 9. Effect of Ambience on female while purchasing jewellery
To collect this data, whole responses were segregated on the basis of gender and
then data was collected from responses of female respondents.

TABLE 13: Effect of ambience and services on females while purchasing jewellery
EFFECT OF AMBIENCE AND SERVICES ON FEMALES WHILE PURCHASING JEWELLERY
VERY SIGNIFICANT 5
SIGNIFICANT 11
NEUTRAL 10
NOT AT ALL 5

FIG. 13. EFFECT OF AMBIENCE AND SERVICES ON FEMALES

WHILE PURCHASING JEWELLERY

NOT AT ALL 5

NEUTRAL 10

SIGNIFICANT 11

VERY SIGNIFICANT 5

0 2 4 6 8 10 12
VERY SIGNIFICANT SIGNIFICANT NEUTRAL NOT AT ALL

INTERPRETATION:

Ambience of the showroom plays a significant role in purchase and preference of female
consumers in case of jewellery. As Significant is opted by most of majority of women.

30
 10. If it’s compulsory to buy branded Jewellery then customer will prefer jewellery
of which class (Based on Price).

This question was asked to know consumers perception and mindset about branded
jewellery.
TABLE 14: If it’s compulsory to buy branded Jewellery then customer will prefer jewellery
of which class (Based on Price)
TOTAL FEMALE MALE
EXPENSIVE 28 13 15
AVERAGE 39 15 24
LOW COST 9 1 8
LEAVE THAT 4 2 2
OPTION

FIG. 14. If it’s compulsory to buy branded Jewellery then customer will prefer
jewellery of which class (Based on Price)

40

35

30

25

20 39

15 28

10

5 9
4
0
Expensive ( Above Average (Rs. 50,000 low cost ( Below Rs. leave that option
Rs. 2,50,000) - Rs. 2,50,000) 50,000)
Expensive ( Above Rs. 2,50,000) Average (Rs. 50,000 - Rs. 2,50,000) low cost ( Below Rs. 50,000) leave that option

INTERPRETATION:
The above data shows that most of the people will prefer to buy jewellery pricing in between
Rs. 50,000 to Rs. 2,50,000 as 39 out of 80 choose to buy an average jewellery. And 28 out 80
choose to purchase expensive jewellery from branded jewellery showrooms which are priced
above Rs. 2,50,000. But still there are a few people who are such a loyal customer that they
will leave that option to buy jewellery from, branded stores.

31
 VI. FINDINGS OF THE STUDY

The data analysis part has covered each and every aspect of objectives of the study by the help
of questionnaires. The finding generated from this research has been done on an assumption
that all other factors remain constant.

i. FINDINGS AS PER OBJECTIVE

1. Consumer Buying Behaviour

• More than 60% of population wear jewellery

• People of Bikaner prefer to buy jewellery when occasion comes or on some

special occasions like Anniversary, Function, Party or any important event.

• While purchasing branded jewellery most of people purchases jewellery in

range of Rs. 50,000 – Rs. 2,50,000 or above.

• Ambience of jewellery stores somehow attracts and influences females in

buying jewellery.

• People of Bikaner prefer more to buy jewellery from branded jewellery stores
but still in case of gifting jewellery people prefer family jewellers instead of
branded jewellery. The reason could be trust and familiar relationship. But yes,
there are always some exception in this case professionals and housewives give
more preference to branded jewellery for gifting purpose also. This might be
because of wide variety of choices available in branded jewellery stores along
with certification of jewellery.

• Earlier in North Indian culture people used to purchase jewellery for the purpose
of investment while occasion and fashion used to be secondary reason at that
time, but now-a-days purchase of jewellery has become confined to occasion
and fashion, on the other hand Investment has become tertiary reason.

32
2. To study the reach of retail jewellery brands in Bikaner City

• Till now in Bikaner there is only one branded outlet of jewellery which is
“Tanishq”. Which has got a good brand name in whole industry as TANISHQ
is a part of TATA GROUP.

• Among the branded jewellery players in the Indian market, Tanishq is

considered to be a trendsetter. Tanishq began with 18-carat jewellery. Realizing
that such jewellery did not sell well in the domestic market, the 18-carat
jewellery range was expanded to include 22 and 24-carat ornaments as well.
When Tanishq was launched, it sold most of its products through multi brand
stores. In 1998, Tanishq decided to set up its own chain of retail showrooms to
create a distinctive brand image. As the jewellery market was highly
fragmented, lacked branding, and allowed many unethical practices to flourish,
Tanishq worked hard on a two-pronged brand-building strategy: cultivate trust
by educating customers about the unethical practices in the business and change
the perception of jewellery as a high-priced purchase. Tanishq’s strategy was to
create differentiation and build trust. Differentiation plays the role of primary
attraction; trust takes care of lifelong loyalty. The differentiation was created
through designs. The emphasis had to be on design because local jewellers could
offer to design any pattern according to the customer's specifications. For a
national brand a generic design concept with regional variations had to be
evolved.

• Retail Jewellery brands have got almost 100% awareness among the people of
Bikaner. Even when there is only one branded jewellery outlet but the good
marketing and advertising strategies of these top brands like Tanishq, Kalyaan
Jewellers, TBZ, PCJ have shown their successful results and got a good
awareness about them amongst the country.

• Even when 31% of population is not buying branded jewellery but they are
aware of branded jewellery.

33
3. To study the composition of branded and non-branded Jewellers in terms of
Market share in Bikaner.

• Where there is only one branded jewellery showroom in whole city and
hundreds of local jewellers are available but 69% of population is preferring
branded jewellery, which shows a high brand value and attraction of brand.

• Most of Business Class people prefer branded jewellers to buy jewellery.

Whereas all other occupation people i.e. students professional, service class &
housewives too prefer family Jeweller more than branded jeweller.

• Among these top brands of jewellery Industry, Tanishq is more known to people
in Bikaner as 69 people out of 77 people knows Tanishq which means popularity
of Tanishq is almost 90% in Bikaner City. Whereas the popularity of Kalyan
Jewellers and PC Jewellers is same followed by TBZ and then several other
brands like Gitanjali, Diva, etc.

4. The level of satisfaction that the population has for branded jewellery is higher
than that for non-branded jewellery making branded jewellery more popular.

34
 VII. LIMITATIONS

The limitations faced during the research and after the data collection were

1) Time Constraint - Since the time span for the thesis was only three months an in-depth
study and analysis became a little difficult.

2) Sample Size - The sample size of the study is only 80 which do not give a comprehensive
result. The conclusion of the study may not have resulted to an accurate outcome due to the
sample size being small.

3) Bound to Bikaner- The other limitation of the study was it was limited to only the Bikaner
city which constitutes of a different set of samples. The buying behaviour of an individual
varies from place to place.

4) Questions left blank- Certain question have been left blank which does not allow an
accurate analysis.

5) Biasness- Among the 80 respondents few of them were brand loyal and few of them were
the ones who had still stuck to their traditional jewellers hence to an extent there was biasness
involved in the study.

35
 VIII. CONCLUSION

1. Branded jewellery is extremely popular since it has approx. 100% awareness. This may
be due to the wide spread publicity taken up by the various brands. Brands like Tanishq,
Kalyaan Jewellers, TBZ, PCJ are again the most popular brands.

2. Branded jewellery is bought by more than 3/5th of the population. Hence it can be said
that the population is aware and has also tried these brands.

3. When jewellery is bought for gifting purpose the population still wants to buy it from
their family jewellers

4. The consumers prefer buying branded jewellery over non-branded jewellery. This has
also been proved by using the Questionnaires.

Hence to conclude branded jewellery is preferred over non-branded

jewellery

36
 IX. BIBLIOGRAPHY

Secondary data collected from the internet. The web sites are:

1) http://www.icmrindia.org/free%20resources/casestudies/branded-gold-jewellery1.htm
2) http://www.flonnet.com/fl2223/stories/20051118003809800.htm
3) Source: http://www.rncos.com/Report/IM148.htm
4) http://www.pressabout.com/indian-customers-showing-internet-in-branded-
jewellery24860/
5) http://www.scribd.com/doc/19901085/Jewellery-Companies-Comparison
6) http://www.commodityonline.com/news/Branded-gold-jewellery-shops-lure-
Indians23837-3-1.html
7) http://www.gulf-daily-news.com/NewsDetails.aspx?storyid=266902
8) http://www.diamondworld.net/contentview.aspx?item=2465
9) http://travelersindia.com/archive/v5n2/v5n2-indian_jewelry.html 10)
10) http://www.rncos.com/Market-Analysis-Reports/Indian-Gems-and-Jewellery-
MarketFuture-Prospects-to-2011-IM148.htm
11) http://www.allheadlinenews.com/articles/7017272531
12) https://www.scribd.com/doc/44280293/30808546-Consumer-Preference-of-Branded-
Jewelery-Over-Non-Branded-Jewelery
13) http://www.ijstm.com/images/short_pdf/1457965926_787I.pdf
14) https://www.scribd.com/doc/100615521/A-study-on-the-consumer-buying-behaviour-
of-branded-and-non-branded-jewellery-in-India
15) https://www.ibef.org/industry/gems-jewellery-india.aspx
16) https://www.scribd.com/document/244724983/EXECUTIVE-SUMMARY-docx
17) https://www.slideshare.net/hemanthcrpatna/a-project-report-on-consumers-
preference-among-the-branded-and-non-branded-jewellery
18) https://www.google.co.in/search?rlz=1C1CHZL_enIN755IN755&ei=ptalWvr0BYWe
vQTP-
YTICQ&q=annual+turnover+of+jewelry+industry+in+india&oq=annual+turnover+of
+jewelry+industry+&gs_l=psy-
ab.3.0.33i160k1.131542.143875.0.145640.29.28.0.0.0.0.289.3686.0j3j14.17.0....0...1.
1.64.psy-ab..12.17.3683...0j0i67k1j0i131k1j0i22i30k1j33i22i29i30k1.0.jqsxcuYPB5I

37
 X. APPENDIX
QUESTIONNAIRE
“A COMPARATIVE STUDY ON THE CONSUMER’S PREFERENCE TOWARDS
BRANDED JEWELLERY & NON-BRANDED JEWELLERY IN BIKANER”

Hello, I am Gautam Chopra. I am final year student of management perusing my BBA from RNB Global
University. As a part of my curriculum I have to undertake a survey on the given topic. All the information
that we collect is strictly for study purpose and will be dealt with at most confidentiality. This survey would
undertake only 10 min. of your time.

Name: Age:
Occupation:
Student Serviceman Businessman Professional

Annual Income:
Below Rs. 5,00,000 Rs. 5,00,000– Rs. Rs. 8,50,000 - Rs. Above Rs.10,00,000
8,50,000 10,00,000

1. Do you Wear Jewellery?

 YES
 NO

2. How frequently do you make jewellery purchase?

 Once in a long time
 When occasions come
 Depends on Mood

3. Are you aware of various jewellery Brands available in the market?

 YES
 NO

4. Name any three brands that you are aware about in the jewellery market.
 ________________________
 ________________________
 ________________________

5. You buy jewellery for…

 Investment
 Fashion
 Occasion
 Festivals

38
6. From where do you prefer purchasing jewellery?
 Branded
 Family Jeweller

7. If branded what are the factors responsible for this choice?

 I can choose from wide variety of designs o Stores are easily accessible
 Good exchange offer
 Jewellery is certified

8. If Family Jeweller what factors affect decision?

 I can buy products on credit
 Prices are negotiable
 The products are comparatively price low
 Trust or Familiar Relationship
9. Your preference to purchase Branded Jewellery (based on price).
 Expensive (Above Rs. 2,50,000)
 Average (Rs. 50,000 – Rs. 2,50,000)
 Low Cost (Below Rs. 50,000)
 Leave that option
10. How satisfied are you with your current jeweller?
 Very satisfied
 Satisfied
 Neither satisfied
 dissatisfied

11. Does ambiance and service affect?

 Very significant
 Significant
 Neutral
 Not at all

12. Where do you prefer to buy jewellery from (for gifting)?

 Branded
 Family Jewellers

--THANK YOU VERY MUCH FOR GIVING ME YOUR VALUABLE TIME--

39
TABLE 1: GENDER ................................................................................................................................ 19
TABLE 2 : Wear ability of Jewellery in people of different occupation ............................................... 20
TABLE 3 : FREQUENCY OF JEWLLERY PURCHASE................................................................................. 21
TABLE 4 : Awareness among people about various jewellery Brands available in the market ............ 22
TABLE 5: Reason for purchase of jewellery in Bikaner ........................................................................ 23
TABLE 6: Classification of reason behind purchase of jewellery ......................................................... 24
TABLE 7: Overall Market Share or Branded ........................................................................................ 25
and Family Jewellers in Bikaner TABLE 8: Market Share Composition ............ 25
TABLE 9: Brand names about which people are aware ....................................................................... 26
TABLE 10: Attraction points of branded jewellers .............................................................................. 27
TABLE 11: Reason of attraction point towards Family Jewellers ......................................................... 28
TABLE 12: Preference in case of gifting ............................................................................................... 29
TABLE 13: Effect of ambience and services on females while purchasing jewellery ........................... 30
TABLE 14: If it’s compulsory to buy branded Jewellery then customer will prefer jewellery of which
class (Based on Price) .......................................................................................................................... 31

40