A STUDY ON, “CONSUMER’S BEHAVIOUR TOWARDS BRANDED AND NON-BRANDED JEWELS”, PUBLIC

IN CHENNAI CITY.

A Project Report submitted to the SRM Institute of Science and Technology in partial
fulfilment of the requirements for the award of the Degree of

BACHELOR OF COMMERCE

Submitted by

RAM PRASAD A T

(Reg. No. RA1831201020234)

Under the guidance of

Mr. Ganesh MBA, PG-Pmir (MSSW), (Ph.d)

Assistant Professor
Department of Commerce

SRM Institute of Science and Technology – Ramapuram

Campus

Faculty of Science and Humanities

Department of Commerce
APRIL 2021
Certificate

1
This is to certify that the Project Report entitled “A Study on Consumer’s behavior towards
branded and non-branded jewels in Chennai city”, in partial fulfilment of the requirements
for the award of the Degree of Bachelor of Commerce is a record of Project Work
undergone by Mr.RAM PRASAD A T (Reg.No. RA18312010201020234) during the year
2020 - 21 of his study in the Department of Commerce, SRM Institute of Science and
Technology, Ramapuram Campus under my supervision and the report has not formed the
basis for the award of any Degree/Fellowship or other similar title to any candidate of any
University. Place: Chennai – 89

Signature of the Guide

Date: Mr. Ganesh MBA, PG-Pmir (MSSW),

(Ph.d)

NET
Assistant Professor (O.G.)
Department of Commerce
SRM Institute of Science and Technology
Ramapuram Campus

Countersigned

Head of the Department

Dr. T. Jeyachanadran , M.Com., M.A.(Pub.Admn.),M.B.A., Ph.D.,

Professor & Head

Submitted to the Department of Commerce, SRM Institute of Science and Technology

(Ramapuram Campus) for the examination held on

INTERNAL EXAMINER EXTERNAL EXAMINER

DECLARATION

2
 I ,RAM PRASAD A T, hereby declare that the Project Report, entitled “A Study Consumer’s
behavior towards branded and non-branded jewels in Chennai city”, submitted to the
SRM Institute of Science and Technology in partial fulfilment of the requirements for the
award of the Degree of Bachelor of Commerce is a record of Project Work undergone by me
during the period 2020 -21 under the supervision and guidance of Mr. Ganesh MBA, PG-Pmir
(MSSW), (Ph.d), Assistant Professor (O.G.), Department of Commerce, SRM Institute of Science
and Technology, Ramapuram Campus and it has not formed the basis for the award of any
Degree/Fellowship or other similar title to any candidate of any Uni versity.

Place: Chennai – 89 Signature of the Student Date:

3
 ACKNOWLEDGEMENT

First and foremost, I offer my sincerest gratitude to our Chancellor, SRM Institute of
Science and Technology, for his academic support and the facilities provided to carry out the
project work at the Institute. His wide Vision and concern for students have been
inspirational.
I wish to express my profound gratitude to my Venerable Chairman, SRM Group of
Institutions- Ramapuram & Trichy Campuses, who offered me such a huge opportunity,
incredible Infrastructure and other support which made the project work quite smooth.
I express my heartfelt thanks to our Dean, Vice Principal (Academic) and Vice Principal
(Admin), of Science and Humanities, SRM Institute of Science and Technology,
Ramapuram Campus who provided all facilities for carrying out this project.
I immensely thank to our Head of the Department Dr. T. Jayachandran,
M.Com., M.A. (Pub.Admn.), M.B.A., Ph.D., Professor & Head, for his cordial support,
Valuable information and guidance, which helped me in completing this task through
Various stages. The blessing, help and guidance given by him time to time shall carry
me a long way in the journey of life on which I am about to embark.
I take this opportunity to express my profound gratitude and deep regards to my guide
Mr. P. Ganesh, MBA, PG-pmir(MSSW), (Phd) Assistant Professor (O.G.), for her
exemplary guidance, monitoring and constant encouragement throughout the course of this
project.
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I thank God Almighty for showering his perennial blessing on me for giVing me the
courage to pursue this project work successfully. I owe a lot to my parents, who encouraged
and helped me at every stage of my personal and academic life, and longed to see
this achievement come true.

Place: Chennai – 89.

Date:
RAM PRASAD A T

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 Table of Content
S.No Content Page No.
1. Chapter 1- Introduction 6

2. Chapter 2- Literature Review 23

3. Chapter 3- Analysis & 28

Interpretation of data
4. Chapter 4- Summary 50
Findings &
Conclusion

5. Chapter 5- Bibliography & 59

Annexure

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 CHAPTER-1

INTRODUCTION

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S.No Topic Page.No
1.1 Structure of jewels in India 14

1.2 Consumers buying behavior while buying jewels 15

1.3 Customers interest in Branded jewels 15

1.4 Tanishq 17

1.5 Gili 18

1.6 Nakshatra 19

1.7 Research Methodology 20

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 EXECUTIVE SUMMARY

Society is diversified in all aspect. We see this among consumer, marketers,

producers and even consumer behavior from theoretical aspects.

The study of consumer behavior enables marketers to predict consumer behavior

in the market and also produces understanding of the role that consumption have
in the life of an individual.

Consumer behavior is defined as that consumer displays while searching for

purchase using evaluation and disposal of product services and idea that they
satisfy their needs. The study of consumer behavior is about what consumer buy
where they buy it, when they buy it and how often they buy it. It is concerned
with the specific meaning that products hold for consumers. Consumer research
takes place at every phase of the consumption process.

It attempts to understand the buyers decision making process, both individual

and in group. It studies characteristics of individual consumers such as
demographic, physiographic, psychographic and behavioral variables in an
attempt to understand people’s want. It also tries to assess influences on the
consumer from group such as family, friends and reference groups

What we buy, When we buy, Where we buy and How we by depends on our
perception, self-concept, social and cultural background and our age and family
cycle, our attitude and belief and many other factors that are external to us.

Consumer behavior is interdisciplinary, i.e. It is based on concepts and theories

about people that have been developed by scientists in such diverse discipline
such as psychology, cultural and economics. Consumer research is the
methodology used to study consumer behavior.

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The study of consumer behavior is the study of the individual decision to spend
their available resources on consumption related items. It includes the study of
what, Why, When and from where they buy and etc.

Consumer behavior is the related new field. This study emerged in late 1960’s
with more history and body of research of its own unlike branches of economics.
Many early theories concerning consumer behavior were based on economic
theory on that motion that individuals have to maximize their benefits in the
purchases of goods and services.

There are no. of reasons why the study of consumer behavior develop as a
separate marketing discipline. As soon as the marketing research began to study
the buying behavior of the consumer, they realize that, despite the something
“me too” approach to fashions many revealed at using the identical products
others used. The primary purpose of studying as a part of the marketing
curriculum is to understand why and how consumer make their purchases
decision. This insight enable marketer to design more effective marketing
strategies.

Consumer behavior has become the integral part of strategic market planning the
belief that ethics and responsibilities should as be integral components of every
marketing concept, Which call on marketers to fulfill the need of their target
market in way that improves society.

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 INTRODUCTION

India has a Historical relationship with Jewels

Many Kings, emperors and dynasties featuring countless wars, consequent and
political upheavals have ruled the Indian sub-continent. Different dynasties ruled
different parts of India with different monetary system. Jewels acted as a
common medium of exchange or store of value across the monetary systems of
different kingdoms across the sub-continent especially Gold.

Hence wealth could still be preserved in spite of war and political turbulences.
Gold also helped preserve wealth through natural calamities and disasters and for
centuries, was the only way to preserve rural India, land being the other main
asset of economic value. This has largely helped formulate, or evolve the India
sentiment and fanatical passion for gold, which holds true even today. India is
estimated to hold over 11,000 tons of gold.

Apart from its historical religious significance, Jewels is valued as important

savings and investment in India. Even in present times, Jewels remains the Indian
bride’s “Stridhana”, the wealth she takes with her when she’s married. Gold
Jewels is the gift preferred by the near relatives of the bride and groom. Jewels
are worn by women in India irrespective of their religious beliefs. In marriages,
and gold Jewels is the gift preferred by the near relatives of the bride and groom.
Jewels are very popular among farmer, with an upsurge in gold sales after a good
agricultural season. Buying of gold is an important part of very stage of an indian
citizen’s life- at birth, marriage construction of home, festivals, religious
ceremonies, setting up of a new business and death.

Indian market is lavish with varied designs and offerings. Brand management
holds the key in the contemporary markets, particularly in Indian markets
because Indians are very traditional. Customers are now want value for money as
gold’s worth is up-rising. Gold still is a small time safe investment for rural India.
Indians buy heavy Jewels during marriage seasons. But nowadays, thet look for
trendy, genuine and branded jewels. This is evident in their offerings, collection
and Merchandising campaigns

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The Indian Jewels market is undergoing gradual changes from traditional to
branded formats. Customers are more quality conscious than ever before. One of
the largest user sectors in the country is the Jewels market, than
telecommunication and possibly second only to the food sector.

Gems and Jewels industry is one of the fast emerging and foreign exchange profit
earner in the Indian economy. Jewel has been used by the Indians for both its
aesthetics as well as investment purposes. There are just about 450000
goldsmiths throughout the country. And there are 15000 players across the
country in the industry.

There are some big names in the industry such as Gitanjali group (Asmi,
Nakshatra, and Gilli), Tata (Tanishq), Peacock jewelers Private Ltd (carbon) etc.
Multi-national Jewels brands like Tiffany, Bvlgari, Christian Dior, Harry Winston
and Zales are said to be interested in approaching India following India’s decision
to permit FDI up to 51 percent.

There are no. of factors that attracts a customer namely attractive & innovative,
design, better quality, purity, variety, durability, lightness, trust, comfortable and
so on.

Due to rapid progress in the retail arena, the Indian Jewels market is undergoing a
gradual transformation from unorganized to organized formats. Till the early
1990s, the average Indian bought jewellerey for investment rather than for
adornment. Jewels that are made out of 18-karat gold were not the favorite as it
was considered a poor investment. Jewels retailing is moving from a ‘storehouse
of value’ to a precious fashion accessory. However, since the late 1990s, there
was a shift in consumer tastes.

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Women were increasingly opting for fashionable and lightweight Jewels instead
of traditional chunky Jewels. There was a rise in demand for lightweight Jewels,
especially from consumers in the 16 to25 age group, who regarded Jewels as an
accessory and not an investment. The new millennium witnessed a definite
change in consumer preferences. Branded Jewels also gained acceptance forcing
traditional Jewels to go in for branding.

Plain gold is gradually easing its stranglehold on the Indian consumer psyche to
give way diamonds, platinum and colored gemstones. The way Jewels was worn
before is undergoing a tremendous change. In addition, branded players require
focused advertising to compete with traditional jewelers. Besides the major
brands- Tanishq, Diamonds, Gitanjali jewels, Nirwana - several regional players
have opened branches to gain the trust and reputation that they have built up
over the years. Ornaments are made practically for every part of the body nose
rings, bangles, necklaces and special Jewels for the head, ankles, waistbands, and
so on.

Plain gold Jewels is fabricated mainly in 22-karat gold and even 18-karat is not
favoured, as the mindset does not accept low purity gold Jewels. The logic is that
the Jewels is primarily bought as an investment in gold, and investing in a low
purity product does not appeal to the Indian consumers. However for the studded
gold Jewels, 18 karat has become acceptable.

As Indian makes rapid progress in the retail arena, the Indian Jewels market is
undergoing a gradual metamorphosis from unorganized to organized format. The
Jewels business in India is estimated to beat Rs.50000crore. According to the
independent estimated studies conducted by world Gold council & Mckinsey, out
of the overall market shares, the shares of organized Jewels market Is less than
Rs.100crore. This accounts to about 2-3 % of the total market shares. But given
that this is a relatively new segment of the market, it is poised to grow. Jewels
retailing is moving from a “Storehouse of value” to a “Precious fashion accessory".

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Traditional designs are yielding to modern Jewels, heavy gold is giving way to light
and simple designs. Consumers are more quality conscious than ever before. The
Jewels 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
endeavored to derive the formulae for the “consumer wants"

The young Indian woman who is the prime market for the organized retailers
differs from the traditional Jewels customer in many ways as enumerated below

 She is well educated and more in tune with international trends.

 Increase in working women with high disposable inomes

 Greater mobility

 Less constrained by traditions

All these reasons and more ensure that the modern Indian woman is looking for
Jewels 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 Jewels 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 Jewels retailing in India. In a short span of time,
organized retailer shave successfully implemented a change in the buying pattern
of the Indian consumers. This is evident from the shift from the traditional jeweler
to the jeweler with an identity. This shift clearly indicates a change in viewpoint of
Jewels as a commodity to brand identification.

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1.1 Structure of Jewels in India

 Plain old Jewels

 Studded Jewels

 Silver Jewels

 Costume jewelry

India is the largest consumer of gold in the world with annual demand to 800
tons. It is believed that 90% of this demand towards manufacturing of Jewels. The
bunk of the Indian Jewels buying is still rooted in traditional and Jewels is sold in
traditional design. Jewel design vary in different region of India, making the style
unique to each region. In south India the design are inspired by nature-paisley
motif, rice grains, melon and cucumber seeds etc. In western and northern India,
the Mughal influences can be seen in the meenakri (enameling) and kundan work.
Jewels are crafted not just for human but also for the deities, ceremonial
elephant, and horses. Hence the variety of gold Jewels in India is truly mind-
bogging and bears testimony to the excellent skill of Indian Jewels of today,
Ornaments are made practically for every part of the body nose ring, bangles,
necklaces and special Jewels for the head, ankles, waist band and so on.

Plain gold Jewels a fabricated mainly in 22-karat gold and even 18 karat is not
favoured as the mindset does not accept low purity gold Jewels, The logic is that
the Jewels is primarily bought as an investment in gold, and investing in a low
purity product does not appeal to the Indian consumer. However for the studded
gold Jewels, 18 karat has become acceptable.

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1.2 Consumer Buying Behavior While Buying Jewels

While buying a product consumer displays different kinds of behaviors towards

different kinds of products from small rings to a big necklace. A huge variety in
them makes it persuading for the customers resulting in increased buying. While
buying an expensive product for Jewels, which satisfies a consumer's self-esteem
needs, a consumer displays complex buying behavior. Consumers undertake
complex buying behavior when they are highly involved in a purchase and
perceive significant differences among brands. Consumers may be highly involved
when the product is expensive, risky, purchased in frequently, and highly self-
expressive. This buyer will pass through a learning process, first developing belief
about the product, then attitudes, and then making a thoughtful purchase choice
Marketers of high involvement products must understand the information
gathering and evaluation behavior of high-involvement consumer they need to
help buyers learn about the product- class attributes and their relative
importance.

1.3 Customer’s Interest in Branded Jewels

Branded Jewels has found a position for itself in the tough Indian market. Since
the branded Jewels are the new black in the market, it has fixed its spot over the
past few years especially in the hearts of the customers. One of the major reasons
branded Jewels has made other kinds of Jewels to stand out is that presently
anyone can walk into the stores, window shop and can decide on their own what
they would like to prefer. Shopping has changed with attentive and helpful
attendants and well-displayed products. Everyone is a potential customer in the
new market. Yet the most important part of branded Jewels is that as branded is
equated with quality, you are assured of a good product. "Suddenly Jewels has
become accessible and affordable for all income brackets. Now even the
customers have become more clever and knowledgeable and hereby the
shopping has gone to a different level not only in perspective but also in
approach. Gems and Jewels sales and marketing received a face lift with the
advent of the supermarket culture. The young generation today has more
disposable income and they are willing to spend it mostly on luxuries of choice.

15
The level of satisfaction that the population has for branded Jewels is higher than
that for non-branded Jewels making branded Jewels more popular. The price of
Jewels plays a significant role in the purchasing procedure.

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 Branded Jewels

Tanishq

1.4. TANISHQ is a Jewels brand of India. It is a division of Titan Company a

company promoted by the Tata Group in collaboration with the Tamil Nadu
Industrial Development Corporation (TIDCO). The name was formed by combining
the first two letters from Tata and "NISHK" (meaning gold coin or necklace in
Sanskrit). Though it has been modified into a Tanishq's headquarters is at
Bengaluru (Bangalore) in Karnataka.

Tanishq started in 1994 and challenged the established family Jewels system
prevalent in India. They have set up production and sourcing bases with thorough
research of the Jewels crafts of India. Their factory located at Hosur, Tamil Nadu
(India) spreads over 135,000 sq. Ft. (12,500 m). Tanishq was launched as a range
of Jewels and Jewels watches meant for the European & American markets, but
later on shifted focus on Indian markets to tap the domestic opportunity too.
They spread awareness to the public about alleged impurity in Gold Tanishq
introduced innovations like Karat meter, the only non-destructive means to check
the purity of gold and machine made Jewels.

In India, Tanishq has country wide presence. In November 2012, Tanishq reached
a landmark when it opened its 150th showroom in India Tanishq is one of the
major Tata brands with a strong appeal for women. Tanishq brand has recently
been promoted inside popular Hindi movies also like in Race 2 The Golden
Harvest Scheme (GHS) offered by Tanishq is one of the most sought after Jewels

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purchase schemes. It allows customers to plan their big Jewels purchases. Under
this scheme, customers pay fixed installments for a period of 10 month.

Gili

1.5. GILI launched a collection of traditional Indian ornaments made of 18-carat

gold. In 1999, the Gili Gold range was introduced. This range included rings,
pendants, earrings, necklaces and bangles made of 24-carat gold. All Gili products
came with a guarantee of diamond and gold quality. Gili distributed its Jewels
priced between Rs. 500 and Rs. 40,000 through lifestyle and department stores
across the country to increase accessibility among its target segment, the 15 to 30
age group. Gili distributed its Jewels priced between Rs. 500 and Rs.40, 000
through lifestyle and department stores across the country to increase
accessibility among its target segment, the 15 to 30 age group. The collection was
promoted at college campuses with banners, pamphlets and a few
advertisements targeted at teens. Gili soon realized that just pushing its product
was not enough it also had to customize its products for special occasions.
Following this, it launched a Diamond Heart Collection specially designed for
Valentine's Day. This collection consisting of tiny, heart-shaped diamond Jewels
was well received by teens. Special packaging, catchy advertising and extensive
press coverage contributed to the success of the collection. Gili also made special
promotional offers during festive seasons like Christmas and Diwali. Having
captured the low price point market of Rs.2000 to Rs. 10, 000, the company is
focused on penetrating the premium market of customized Jewels, For this
Gitanjali jewels opened a Jewels salon, Gianti, to provide customized Jewels to
clients in India.

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 Nakshathra

1.7. NAKSHATRA diamond is a symbol of power and beauty - creation that

captures the essence of nature's magical process through millions of years. The
Indian Jewels market has been transformed in much the same way by Nakshatra.
In less than a decade after launch, the brand has appropriated the physical values
of the diamond - its quality, brilliance and clarity - and made a deep impact on the
Indian psyche. So stunning has this impact been that within one year of its debut
Nakshatra had registered a 93% top-of mind recall - surpassing every other
diamond Jewels brand by a long margin(Source: Global Tracking Study conducted
by Research International, January 2003). This recall has also been reflected in the
volumes Nakshatra had achieved. Between 2005 and 2007 the brand grew eleven
times. It has impacted the Jewels trade in other ways, too. More than 70% of
Jewels retail outlets have reported that Nakshatra has not only played a key role
in generating overall diamond Jewels sales it has also helped them increase their
own sales of floral Jewels to people who had come asking for Nakshatra. The
effort to promote Nakshatra has gained recognition from more than just the retail
trade. In 2003, the Nakshatra Utsav won the Best Trade Promotions award at the
McDowell's Signature All India Promo Awards. In 2007 the brand was given the
Retail Jeweller Award for the Best TV Campaign of the Year. The in-house design
team at Nakshatra with its wide repertoire of innovative designs, fresh ideas and
novel concepts also won multiple honours including the CK- New Delhi Gold Souk
Design Award in 2006, the IIGJ Award in 2007 and the Tahitian Pearl Awards in
2005 and 2007.

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 1.8. Research Methodology

Research is initiated by examining the secondary data to gain insight into the
problem. The primary data is evaluated on the basis of the analysis of the
secondary data.

Developing the Research Plan

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.

Significances of the Study

The gem and Jewels industry occupies an important position in the Indian
economy and is one of the fastest growing industries in the country.

Research conducted would help us to:

 Understand the consumer preferences while purchasing jewels

 How much impact does a Brand has on their purchase decision

 Does price play an important role in guiding purchasing decision

 Are the various promotion strategies adopted to combat

competetition

Objective of Study

The objective to study the "a comparative study on the consumers preference
among the branded and non-branded Jewels"

 To compare between consumer’s preference among the branded and

non- branded jewels

 To know the consumer’s perception on jewels

20
  Brand awareness of various brand in the Jewels

 To have an idea about the parameter the consumer consider while

buying Jewels

Pre Questionnaire Test

Table no 1.1 showing reliability Statistics

Crounbach’s Alpha N of Item

.789 14

The above reliability table shows that Cronbach's alpha as 0.789. Which show that
the questionnaire and data collected can be relied. It portrays that date are based
on all variables in the procedure.

Collection of Data

1. Secondary Data: It was collected from internal sources. The

secondary data was collected from the articles, newspaper etc..,.

2. Primary Data: Questionnaire was the main source of primary data.

The method of collection of primary data is through a structured
questionnaire.

Sampling Plan

Since it is not possible to study whole population, it is necessary to obtain

representative samples from the population to understand its characteristics.

1. Sampling units: Would comprise of men and women

2. Research Instrument: Structured Questionnaire.

Sample Size

100 Respondents

The primary data would be collected from:

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  The population of Chennai

The secondary data would be collected through:

• Books

• Magazine / Project report

• Internet

• Articles

The questionnaire's response format for the population would be close ended
questions. The attitude of the respondents would be measured by itemized
category scales, pictorial scale.

Limitations of Study

• Since it is sampling survey it does not cover entire population

• The data analysis is prone to statistical error

• The parameters for studying consumer behavior are variable and only
certain factors have been considered.

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 Chapter- 2

Literature Review

S.No Topic Page. No

2.1 Literature Review 24

23
 2.1. Literature Review

Namitha cherubia sanjula (2017) "consumer perception of branded Jewels in

India " it highlights consumer's perceptions, expectations and evaluations which
determine the awareness of branded jewelry among. It proves that in future,
branded jewelry will corner a significant portion of the market.

Dr.Arthi Deveshwari Ms.Rajesh Kumari (2016) " a study on customer preference

towards branded Jewels" the preference level of the customer towards branded
Jewels and to suggest the various measures to the Jewels for increasing the
preference level of the customer towards branded Jewels. Jewels industry uses a
number of techniques for escalating their profit and market shares. They try to
win the trust and confidence of the customer. The study found that the
preference levels of the customer are increasing day by day.

Berad, N. R. et al. (2015) in their study "A comparative study on the consumer's
preference towards branded Jewels over non-branded Jewels in Nasik city"
identified the factor that directs a customer while purchasing Jewels are design,
price, purity, image, variety, display, service, promotion & offers, family & friends.
It was observed that 100% of the respondents were aware about branded Jewels.

Gomathy, C. & Devi, Y. (2015) in their paper, "A study on consumers awareness
and perception about branded Jewels" examined that maximum number of
customers are aware of branded Jewels, Tanishq brand is the most preferred
brand by the customers.

R. Kaveri & A. John William (2015) in their study "consumer perception towards
gold Jewels on select retailers in Coimbatore District" clarify that Consumer
processes a strong attitude on buying gold jewels because the value they pay on
the purchase is comparatively higher than the products they buy on a regular
basis further the study it was portrayed that the price, purity and design which
scores the maximum from the analysis as a whole the study highlights that the
consumer perceptions are highly influences by the retailers schemes and the
services offered by them.

24
Mulky, A. G. et al. (2015) in their study, "Market entry strategy in platinum
Jewels category explored the 4 p’s of marketing" found that the Jewels market in
India is booming, with many players placed at different points on the spectrum of
price, quality, innovation and design.

Rawal, K. R. (2015) in their research. "A study of consumer buying Behavior for
purchasing of diamond Jewels from branded retailers" determined the factors
influencing consumer buying Behavior to select Jewels products from branded
outlets. This study helps to get an idea about the customer's expectation,
perception and attitudes of consumer towards branded Jewels.

Ramachandran, K. K. & Karthick, K. K. (2014) in their paper, "A study on the

perception of customers towards branded Jewels" found that branded Jewels
products have formed a sort of revolution in the field of Jewels market. The main
attraction of branded Jewels is that it has a unique style of their own that
differentiates them from unbranded Jewels.

Jyothi, M. B. & K. V. S. N. Babu (2014) in their study, "An empirical study on

consumer preferences towards branded jewelry in Tirupati." discovered that the
varieties, purity of the gold, brand image and its positioning in the market, service
provided, advertisement, brand familiarity, offers, promotional schemes, celebrity
endorsement, are the major factors which affect the Behavior of the consumers.

Asha, K. & Christopher, S. E. (2014) in their research, "A study on buying

Behavior of customers towards branded and non-branded gold Jewels with
reference to Kanyakumari district" found that most of the people buy gold
Jewels for the marriages in their family, wedding ceremony, anniversaries, baby
birth, birthdays, festivals, financial gain.

Vadra,R. & Malhotra. (2014) in their study, "Customer perception towards

branded Jewels in India” investigated that the consumers buying Behavior also
shows a shift from content to design in Jewels i.e. fashionable Jewels.

Raju, K. V. & Kumar, D. P.(2013) in their work, "A study on consumer preference
on branded Jewels in Hyderabad" found that the guiding factor behind buying
25
Jewels is price, purity, design, variety, the brand image; influence of family and
friends

Walia, K. et al. (2013) in their study, "Customer perception regarding branded

Jewels" investigated that consumer is becoming aware to branded Jewels and
there are more than 50 brands in the market. The behavior of the consumer
shows a shift from content to design in Jewels i.e. fashionable Jewels. The factors
as status, quality, certification of gold, buy back schemes and zero interest
schemes which inspire the consumer to buy branded Jewels.

Jain (2013) in their research, "A comparative study of Indian women's

perception towards branded & non-branded Jewels in Jaipur city" found that
female customers are becoming more aware about branded Jewels and their
perception towards branded Jewels is increasing day by day.

Kumar, A. (2012) in their study, "The changing buying behavior of customers in

organized retail sectors of Pune city" found that there is huge change in buying
behavior of customers in terms of their purchasing decision. These changes are
due to household income, literacy rate, working women, nuclear family, changes
in lifestyle, western influences, desire for luxury, better quality etc.

Batra, A. (2011) in their paper, "Scintillating gems and jewelry under global
meltdown. A study on Indian gems and jewelry industry" clarify how Indian
gems and Jewels market sparkling even under global meltdown. What strategies
are adopted by the Indian Jewels industry? Growth of organized trade, expansion
of successful brands, availability of certified Jewels, building brand image and
customer driven approach are only some of them.

26
Priya, M. L. & Suganya, S. (2009) in their study, "A study on customer preference
and satisfaction toward gold Jewels" examined that Indian Jewels sector should
focus on mounting brands that stand for quality and lucidity as brands are gaining
more popularity and customers are expecting more and more transparency.

27
 Chapter-3

Analysis and Interpretation of Data

28
Table No. Topic Page No.
3.1 Demographic Factors 30

3.2 Gender 31

3.3 Occupation 32

3.4 Monthly Income 33

3.5 Frequency of Purchase 34

3.6 Preference of Purchase 35

3.7 Factors influencing Local Dealers 36

3.8 Sample awareness of Brands 37

3.9 Awareness of particular Brands 38

3.10 Factors influencing Branded jewels 39

3.11 Knowledge level of various brands/Local dealers 40

3.12 Period of purchase 41

3.13 Comparison of design with brand/store 42

3.14 Preference to shift Brands 43

29
 Analysis and Interpretation of Data

Demographics factors:

Table no. 3.1 showing age group:

Age Frequency Percent

Below 18 9 9.0
18-25 74 74.0
25-40 11 11.0
Above 40 6 6.0
Total 100 100.0

Chart no. 3.1 Age

Age

Above 40

25-40
Age

18-25

Below 18

0 10 20 30 40 50 60 70 80

Inferences:

The above table shows that the preference level is high for the age group of 18-25
(74%). Then age group of 25-40 gives (11%) preference. The age group of above
50 gives less preference (9%).

30
Table no. 3.2 showing Gender:

Gender Frequency Percent

Male 8 8.0
Female 92 92.0
Total 100 100.0

Chart no. 3.3 Gender:

Gender

Female

Gender

Male

0 10 20 30 40 50 60 70 80 90 100

Inferences:

The above chart and table shows that higher level of Jewels is preferred by
Females at 92% and lower level of Jewels is preferred by Males at 8%.

31
Table no. 3.3 showing Occupation:

Occupation Percent Frequency

Student 59.0 59
Business 3.0 3
Employed 24.0 24
House Wife 8.0 8
Others 6.0 6
Total 100.0 100

Chart no. 3.3 Occupation:

Occupation

Student

Business

Occupation
Employed

House Wife

Others

0 10 20 30 40 50 60 70

Inferences:

The above chart and table shows that majority of responses are given by students
at 59%, Employed at 24%, business at 3%, House wife at 8%, and Others at 6%.

32
Table no. 3.4 Showing Monthly Income:

Monthly Income Frequency Percent

Below 20000 66 66.0
20000-40000 20 20.0
40000-90000 5 5.0
Above 90000 2 2.0
Total 100 100.0

Chart no. 3.4 Monthly Income:

Monthly Income

Above 90000

40000-90000
Monthly Income

20000-40000

Below 20000

0 10 20 30 40 50 60 70

Inferences:

The above table shows that the preference level of the people having income
category of below 20000 is high (60%), category of 20000-40000(20%), category
40000-90000(5%) and above 90000(2%).

33
Table no. 3.5 showing frequency of Purchase:

Frequency of Purchase Frequency Percent

Once in a long time 23 27.1
Once in a year 28 32.9
Whenever any 34 40
occasion comes
Total 85 100

Chart no. 3.5 showing frequency of purchase:

23

34

Once in a long time

Once in a year
Whenever any occasion comes

28

Inferences:

Since 40% majority of respondents purchase jewels whenever any occasion

comes, 32.9% purchases once in a year and 27.1% prefer once in a long time.

34
Table no. 3.6 Preferences of Purchases:

Preference of Purchase Frequency Percent

Local Dealer 25 29.4
Brand 60 70.5
Total 85 85

Chart no. 3.6 preferences of purchase:

Preference of Purchase

Local dealer
Branded

Inferences:

From the above analysis we came to know that 29.4% of people prefer purchasing
jewels from the local dealer and majority of 70.5% of people prefer purchase
from brands.

35
Table no.3.7 showing the factors influencing the local dealers:

Statement Strongly Agree Neutral Disagree Strongly

Agree Disagree
Can buy the product 6 7 10 0 2
On credit
The store is located 10 9 5 1 0
near my house so
easily approachable
The prices are 8 14 2 1 0
negotiable
The products are 8 8 8 1 0
comparatively priced
low
Retailer is very 10 10 4 1 0
reliable as I have been
dealing with him since
a long time

Chart no.3.7 showing factors influencing the local dealer

16
14
12
10
8
6 Strongly agree
4 Agree
2 Neutral
Disagree
0
Strongly Disagree
it se le lo
a
bl
e
ed ou ab le ia
cr h ti d
n y eg
o r ice r
uyo r m
e n ep er
y
b ea r ar r v
n n sa ts ile
Ca te
d ci e c ta
ca pr o du Re
el
o pr
or
St

Chart no. 3.8 Showing sample awareness of brands in market:

36
 Awareness Frequency Percent
Yes 55 91.6
No 5 8.3
Total 60 100

Chart no. 3.8:

Awareness

Yes
No

Inferences:

When asked about brand awareness, a majority of 91.6% were aware of various
brands in the market, while the rest weren’t aware of brands.

37
Table no. 3.9 showing Majority of awareness in specified Brand:

Brand Name Frequency Percent

Tanishq 25 41.5
Gili 3 5
Nakshatra 18 30
Others 14 23.3
Total 60 100

Chart no. 3.9 showing majority awareness on a particular Brand:

Brand name

Gili

Nakshatra
Brand name

Tanishq

Others

0 5 10 15 20 25 30

Inferences:

From the above table and chart the majority of 41.6% people prefer Tanishq, 30%
of people prefer Nashatra, 23.3% of people prefer other brands and least 5%
prefers Gili.

38
Table 3.10 showing the factors influencing branded Jewels:

Statement Strongly Agree Neutral Disagree Strongly

Agree Disagree
I can choose 40 21 3 0 1
from a wide
variety of design
Quality of the 33 22 7 1 2
product is
Excellent
The stores are 25 26 12 2 0
easily accessible
as they have
their outlet at
many places
They provide 15 22 23 5 0
good exchange
offer
The jewels are 42 16 5 1 1
certified

Chart no. 3.10 showing factors influencing branded jewels:

45
40
35
30
25
20 Strongly Agree
15 Agree
10 Neutral
5 Disagree
Strongly Disagree
0

39
Table no. 3.11 showing Knowledge level of various brand/dealer:

Showing Knowledge Frequency Percentage

Level
Schemes launched by 15 17.6
the stores
Recommendation from 44 51.76
Friends or family
Word of mouth 8 9.4
Through social media 18 21.1
Total 85 100

Chart no.3.11 showing knowledge level of various brand/ local dealer:

Knowledge level

15
18

Schemes by store
Recommendation
Word of mouth
8 Through social media

44

Inferences:

When interrogated about the knowledge of particular store and brand, 51.7% of
respondents got to know through recommendations, 21.1% through social media,
17.6% through schemes by stores and 9.4% through word of mouth.

40
Table no. 3.12 showing period of purchase:

Period of purchase Frequency Percentage

I recently started 30 35.2
visiting the brand
From past 5 to 10 years 22 25.8
Since a long time 33 38.8
Total 85 100

Chart no. 3.12 showing period of purchase:

Period of purchase

Recently started visiting the

brand
Past 5 to 10 years
Long time

Inferences:

From the above table and chart most of 38.8% respondents purchase since a long
time, 35.2% have recently started visiting the brand and 28.8% have been making
purchases from past 5 to 10 years.

41
Table no. 3.13 showing comparison of design with brand/stores:

Compare the design Frequency Percentage

Never 7 8.2
Barely 8 9.4
Sometimes 22 25.8
Often 26 30.5
Always 22 25.8
Total 85 100

Chart no. 3.13 showing comparison of design with brand/store:

Compare the design

7
8 22 Never
Barely
Sometimes
Often
Always
22

26

Inferences:

From the above chart it can be clearly understand that 30.5% of respondents
often compare the design with other brand, 26.8% of respondents always and
sometimes compare the design, 8.2% never compare the design and 9.4% of
respondents rarely compare the design and price between the branded and local
showroom.

Table no. 3.14 showing preferences for shift of brand:

42
 Plan to shift Frequency Percentage
Yes 14 16.4
No 23 27.14
Maybe 48 56.4
Total 85 100

Chart no. 3.14 showing the preferences for shift of brand:

Plan to shift

Maybe

Plan to shift
No

Yes

0 10 20 30 40 50 60

Inferences:

From the above data we can conclude that 56.4% of respondents may or may not
change their brand, 23.14% doesn’t want to prefer other brands, and 16.4%
would like to change their brand.

43
Analysis of objectives:

Table no. 3.1.1 showing factors affecting local retailers

S.No Factors Weighted mean Rank

1 Buy on credit 6 5
2 Locality 6.87 3
3 Negotiable 6.93 1
4 Priced low 6.53 4
5 Very reliable 6.91 2

Inferences:

The above table showing that among buy on credit, locality, negotiability, priced
low and reliability, negotiability with weighted mean of 6.93 is the factors
affecting the local dealer more than any other factors, followed by reliability,
locality, priced low and buy on credit.

Table 3.1.2 showing factors affecting brands:

S. No Factors Weighted Mean Rank

1 Variety 19.6 1
2 Quality 18.53 3
3 Easily accessible 17.4 4
4 Exchange offer 16.13 5
5 Certified 19.4 2

Inferences:

Above table shows that among variety, quality, easily accessible, exchange offer
and certified, variety with weighted mean value of 19.6 is the factor that
influences brand stores more than any other factors, followed by certified,
quality, easily accessible and exchange offer.

44
Opinion Regarding Consumer Preference between the Branded and Non-
Branded Jewels

The individual consumer has a set of preferences and values whose

determinations are outside the realm of economics. They are no doubt
dependent upon culture, education, income, and individual tastes, among a
plethora of other factors.

Table no.3.1.3 showing anova between monthly income and preference of

buying jewel

Hypothesis:

HO: There is no significant different between monthly income and preference of

purchasing jewel

HI: There is a significant difference between monthly income and preferences of

purchasing jewel

Sum of Df Mean F Sig.

squares Square
Between 3404 1 3404 4719 .031
Groups
Within 59677 84 .710
Groups
Total 63081 85

Inferences:

One way analysis of variances was conducted to test the null hypothesis which
states that there is no significant difference between the monthly income and
preferences of buying jewels. From the above table it is inferred that F is
significant at 5% level of confidences indicating that there is significances
differences among monthly income and preferences of purchasing jewels.
Therefore, null hypothesis is rejected and alternative hypothesis is accepted.

45
Table 3.1.4 showing Correlation between monthly income and Frequency of
purchases:

Monthly Frequently
income Purchase
Monthly income Pearson 1 .62
Correlation
Sig (2-tailed) .73
N 100 85
Frequently
purchased Pearson .62 1
Correlation
Sig(2-tailed) .573
N 85 85

Inferences:

The above table shows the relationship between monthly income and frequency
of purchases. Monthly income is positively correlated towards the frequency of
purchases. The correlated value is 062 at 1% level of significances. This shows that
monthly income and frequency of purchase is though significant but not highly
related. This tells that monthly income and frequency of purchases are directly
related.

46
Table no.3.1.5 showing Chi square between occupation and knowledge

H0: There is no significant association between occupation and knowledge of the

brand local store

HI: There is a significant association between occupation and knowledge of the

brand local store

Value df Asymp.sig
(2-sided)
Pearson chi square 6.826* 12 .869
Likelihood ratio 9.096 12 .695
Linear-by-linear 191 1 .662
Association
N of valid cases 86

a. 15 cells (75.0%) have expected count less than 5. The minimum expected count
is 31.

Inferences:

The chi square table clearly mentions that the significance level of occupation on
knowledge is greater than 0.05.which significances that there is a association
between occupation and knowledge of the brand. Thus HO null hypothesis is
rejected. Thus students and employed are aware of the knowledge by
recommendation from friend and family and through social media.

47
Table no. 3.1.6 showing Chi square between preferences of purchase and
satisfaction, advertisement, services and brand loyalty

HO: There is no significant association between preferences of purchases and

satisfaction, advertisement services provide and brand loyalty

HI: There is a significant association between preferences of purchases and

satisfaction, advertisement, services provide and brand loyalty

Statement Value Degree of Significance

freedom level
Satisfaction 2.507 4 .643
Advertisement 5.074 4 .280
Ambience and 4.135 4 .388
service
Brand loyalty 3.351 4 .501

Inferences:

The chi square table clearly mentions that the significance level of preference of
purchase on satisfaction, advertisement, ambiance services and brand loyalty is
greater than 0.05 at 5%. This means that there is a higher level influences
between these two factors. However among the various factors, preferences of
purchases have higher level of significance with satisfaction level of the
consumer.

48
Table no. 3.1.7 showing Chi square between incomes spent on Jewels and
quality of jewels

HO: There is no significant association between income spent on jewels and

quality of jewels

HI: There is a significant association between income spent on jewels and quality
of jewels.

Value df Asymp.sig(2-
sided)
Pearson chi-square 9.298* 12 .677
Likelihood Ratio 9.962 12 .619
Linear by Linear .346 1 .556
Association
N of Valid cases 66

Inferences

The chi square table clearly mentions that the significance level on income spent
on jewels and quality is greater than 0.05. This means that there was a
significances association between income and quality of jewels. Thus HO null
hypothesis is rejected. Which means with more income spend on jewels people
seek high quality in the product.

49
 Chapter-4

Summary, Findings and Conclusion

50
S No. Content Page No.

4.1 Summary 52

4.2 Findings of the Study 55

4.3 Conclusion 58

51
 4.1. Summary

India’s historic relationship with Jewels:

Many kings, emperors and dynasties featuring countless wars, consequent and
political upheavals have ruled the India sub-continent. Different dynasties ruled
different part of India with different monetary system. Jewels acted as a common
medium of exchange or store of value across the monetary system of different
kingdoms across the sub-continent especially gold.

Hence wealth could still be preserved in spite of war and political turbulences.
Gold also helped preserve wealth through natural calamities and disasters and for
centuries was the only means of saving in rural India, land being the other main
asset of economic value. This has largely helped formulate, or evolve the India
sentiment and fanatical passion for gold, which holds true even today. India is
estimated to hold more than 11,000 tons of gold.

Structure of Jewels:

 Plain gold Jewels.

 Studded Jewels.

 Silver Jewels

 Costume Jewels

India is the largest consumer of gold in the world with annual demand to 800
tons. It is believed that 90% of this demand towards manufacturing of Jewels.
The bunk of the Indian Jewels buying is still rooted in traditional and Jewels is
sold in traditional design. Jewels design vary in different region of India, making
the style unique to each region. In south India the design are inspired by nature-
paisley motif, rice grains, melon and cucumber seeds etc. In western and
northern India, the Mughal influences can be seen in the meenakri (enameling)
and kundan work.

Plain gold Jewels a fabricated mainly in 22-karat gold and even 18- karat is not
favoured as the mindset does not accept low purity gold Jewels. The
52
logic is that the Jewels is primarily bought as an investment in gold, and investing
in a low purity product does not appeal to the Indian consumer. However for the
studded gold Jewels, 18 karat has become acceptable.

Consumer buying Behavior while buying Jewels

While buying a product, consumer displays different kinds of behaviors towards
different kinds of products from small rings to a big necklace. A huge variety in
them makes it persuading for the customers resulting in increased buying. While
buying an expensive product for Jewels, which satisfies a consumer's self- esteem
needs, a consumer displays complex buying behavior. Consumers undertake
complex buying Behavior when they are highly involved in a purchase and
perceive significant differences among brands. Consumers may be highly involved
when the product is expensive, risky, purchased in frequently, and highly self-
expressive.

Customers interest in branded jewels

Branded Jewels has found a position for itself in the tough Indian market. Since
the branded Jewels are the new black in the market, it has fixed its spot over the
past few years especially in the hearts of the customers. One of the major reasons
branded Jewels has made other kinds of Jewels to stand out is that presently
anyone can walk into the stores, window shop and can decide on their own what
they would like to prefer. Shopping has changed with attentive and helpful
attendants and well-displayed products. Yet the most important part of branded
Jewels is that as branded is equated with quality. You are assured of a good
product. "Suddenly Jewels has become accessible and affordable for all income
brackets." Now even the customers have become more clever and knowledgeable
and hereby the shopping has gone to a different level not only in perspective but
also in approach.

Significance of Study:

 Understand the consumer preference while purchasing jewels.

53
  How much impact does a brand/retailer has on their purchase
decision.

 Does price matter in guiding their purchase decision

 Are the various promotion strategies adopted to combat competition

Objective of Study:

 To compare between the consumer preference among the branded

and non-branded jewels.

 To know consumer perception towards jewels.

 Brand awareness of various brands in the jewels.

 To have an idea about the parameter, the consumer consider while

buying jewels.

Data collection:

For this study the data is collected through primary data by questionnaires.
The questionnaire was given to 100 respondents in the age group of below 18
to above 40 years residing in Chennai city. The respondents were asked to fill
the questionnaire and I weeks' time was taken to conduct the pilot study.
Based on their response, repetitive statements and irrelevant statements were
excluded from the final questionnaire. By application of correlation, one way
ANOVA, chi-square and percentage analysis, the data are analyzed.

Limitations of study:

 Since it is sampling survey, it does not cover entire population.

 The data analysis is prone to statistical error.

 The parameter for studying consumer’s behavior is varied and

only certain factors have been considered in the study.

54
 4.2. Findings of the study

Demographic Factor:

In the pilot study conducted on branded jewels majority of 74% of respondent are
from age group 18-25. 92% of respondent were female since it can be interpreted
that women prefers more towards jewels, 59% of respondent are student. From
this we can state that now a day students are impulse towards wearing jewels.
Majority of 66% respondent having income spent on jewels below 20,000.

85% of respondent prefers buying jewels and 15% of respondent doesn't prefer
wearing jewels, Income spent on jewels below 10,000 has a majority of 61.2%.

Preferences of purchasing Jewels

70.5% of respondent prefers branded jewels while 29.4% are interested in local
dealer. 40% of respondent buy jewels whenever any occasion comes and 32.9%
prefer once in a year.

Factors responsible for purchase of brand/local dealer

70.5% of the respondent opts for branded jewels due to major variety of design
and easily accessible to the store. 29.4% of respondent opt for purchasing jewels
from local dealer because of the factor price negotiability and the retailers are
very reliable.

It is understood from the study that the respondents are highly satisfied with the
goodwill Factors of the branded jewels such as wide product range, finishing and
designs etc..,.

Promotional factors also make the respondents to buy from branded outlets, such
as shop appearance, discounts on special occasions, advertisements etc. Purity
factor of the branded jewels makes the people to buy from branded jewels.

55
Anova for monthly income and preferences of purchase:

One way analysis of variances was conducted to examine whether there exist
any significance differences between monthly income and preferences of
purchase.
The above analysis it is inferred that f was significant at 5% level of confidences
indicating that there is statistical differences between monthly income and
preferences of purchase. Therefore alternative hypothesis is accepted. So the
monthly income of an individual affects the preferences of purchase of jewels.

Correlation

There is a positive correlation between monthly income and frequency of

purchase. It was inferred that they have significances value. Though they live a
significances value they are not highly related.

Chi Square

Chi square test was conducted to examine whether there exists any significances
association between two factors.

 Occupation and knowledge:

From the above analysis it is inferred that there is a significance association

between occupation and knowledge. Therefore the alternative hypothesis
is accepted. So students and employed are aware of the knowledge by
recommendation from friend and family and through social media

 Preferences of purchase and satisfaction, advertisement, services

and brand loyalty:

From the analysis it is inferred that there is a high level of significances

associate between preferences of purchase and satisfaction,
advertisement, services and brand loyalty. However among various factors
preferences of purchase and satisfaction have a highest significance
association value.
56
  Income spent on jewels and quality of jewels:

It is found out from the analysis

that there is an association relationship between the income spent on the
jewels and quality, which says people are more conscious about the quality of
the jewels. They see to that income spent on jewels worth it.

57
 4.3. Conclusion

We have concluded from the above study that the individuals are moving towards
brand rather than local retailers. Most of the population buys jewels frequently
and the reason why people going for more of branded jewels is the variety and
easily accessible of the jewels. It is not that people are ignoring local retailer's
large number of population still demand local jewels and reason is negotiability
and reliability of the local dealer.

People generally don't compare the price between the branded jewels and the
local dealer, almost half of the population is satisfied with the jewels they buy.
From the study it is evident that most of the respondents are aware about the
brand Tanishq. Advertisement campaign, ambiances and services plays a very
important role.

Local jewels or non-branded jewels do not provide any guarantee of the purity,
but brands such as Tanishq introduced karatmeter in their outlets which help the
consumer to test the purity of the jewels. As jewel sector is changing, consumers
is also changing today they are more aware, have greater disposal income and
want to be more secure. That is why then preferences between branded and non-
branded jewels most respondent choose branded jewels.

58
 Chapter- 5

Bibliography

59
 5.1. Bibliography:

Dr. Aarti Deveshwari I. Ms. Rajesh Kumari “A study on customer's

preferencestowards branded jewellery

kAsha (2014) a study on “Buying behaviour of customer towards branded and

non-branded jewellery with references to Kanyakumari district

Berad, N. R. et al. (2015) in their study "A comparative study on the consumer's
preference towards branded jewellery over non-branded jewellery in Nasik city

Dr. R. Ganpathi "customer preferences and satisfaction towards jewellery shops

with special reference to Coimbatore city"

Gomathy, C. & Devi, Y. (2015) in their paper. "A study on consumers' awareness
and perception about branded jewellery"

R.Kaveri & A. John William (2015) in their study consumer perception towards
gold jewellery on select retailers in Coimbatore District

Md. Mazedul Islam (2014) "customer perceptions in buying decision towards

branded Bangladesh local apparel products"

Mulky. A. G. et al. (2015) in their study, "Market entry strategy in platinum

jewellery category explored the 4's p of marketing

Namitha cherubia sanjula (2017) "consumer perception of branded jewellery in

India"

Ms poddar kavita (2013) in their ”study consumer buying behaviour for branded
and non-branded jewellery"

Dr. Priyanka Gautam and Ms. Urmila Thakur (2015) "a study on customer
preferences-among branded and non-branded jewellery."

Ramachandran, K. K. & Karthick, K. K. (2014) in their paper, "A study perception

of customers towards branded jewellery"

60
Rawal, K. R. (2015) in their research, "A study of consumer buying behaviour for
purchasing of diamond jewellery from branded retailers"

K venkateswara rajul & D.prasanna Kumar (2013) "a study on consumer

preference on branded jewellery” in Hyderabad

Walia, K. et al. (2013) in their study, "Customer perception regarding branded

jewellery"

61
 Annexure

Questionnaire
1. Name

2. Age

 Below 18

 18- 25

 25-40

 Above 40

3. Gender

 Male

 Female

4. Occupation

 Student

 Business

 Employed

 House wife

 Others

5. Monthly salary
62
  Below 20000

 20000 - 40000

 40000 – 90000

 Above 90000

6. Do you wear jewel

 Yes

 No

7. Income spent on jewels purchases nominal

 Below 10000

 10000-20000

 20000-50000

 Above 50000

8. How frequently do you make jewels purchases?

 Once in a long time

 Once in a year

 Whenever any occasion comes

9. From where do you prefer buying jewel

 Local dealer

 Brand

10. If local dealer what are the factors Responsible

Statement Strongly Agree Neutral Disagree Strongly

63
 Agree Disagree
Can buy the product
on credit
The store is located
near my house. So is
easily approachable
The price is negotiable

The product is
comparatively priced
low
Retailer is very reliable
as I have been dealing
with him since a long
time

11. If Brand, are you aware of various jewel brand available in the market?

 Yes

 No

12. Tick against the brand that you are aware

 Tanishq

 Gilli

 Nakshatra

 Others

13. If branded jewel what are the factors responsible?

Statement Strongly Agree Neutral Disagree Strongly

Agree Disagree
64
I can choose from a wide
variety of design
Quality of the product is
excellent
The stores are easily
accessible as they have
their outlet at many
place
They provide good
exchange offer
The jewels are certified

14. From where did you get the knowledge of this Local store / Brand

 Schemes launched by the store

 Recommendation from friend/relative

 Word of mouth

 Through social media

15. How long have been making your purchase of jewels from this brand/store

 I Recently started visiting this brand

 From past 5 to 10 year

 Since along time almost always

16. You are satisfied with the jewels you buy

 Strongly Agree

 Agree

65
  Neutral

 Disagree

 Strongly Disagree

17. Advertisement campaign is very important

 Strongly Agree

 Agree

 Neutral

 Disagree

 Strongly Disagree

18. The ambience and the service provided in the store affect your purchases

 Strongly Agree

 Agree

 Neutral

 Disagree

 Strongly Disagree

19. Before making any jewel purchases you compare the design and price of the
same between the branded showroom and the local dealer

 Never

 Rarely

 Sometimes

66
  Often

 Always

20. I am loyal towards the brand

 Strongly Agree

 Agree

 Neutral

 Disagree

 Strongly disagree

21. Do you have a plan to shift or change the source of purchasing

jewels

 Yes

 No

 Maybe

67