14 - Chapter 4

CHAPTER 4
DATA ANALYSIS, DATA INTERPRETATION &

HYPOTHESIS TESTING
4.1 Demographic Analysis

4.1.1 Age wise Classification of Respondents
Table No. 4.1.1 Age wise Classification of Respondents
Age Frequency Percentage

21 to 30 30 4.3
31 to 40 564 80.6
41 to 50 73 10.4
51 & above 33 4.7
Total 700 100
(Source: SPSS Output)
Graph No. 4.1.1 Age wise Classification of Respondents
Age
4.7 4.3
10.4 21 to 30
31 to 40
41 to 50
51 & above
80.6
(Source: Generated by researcher using SPSS output)
Interpretation
It is observed that most of the customers (80.6%) of Gems and Jewellery belong to the
age category of 31-40 followed by 41-50 (10.4%), 21-30 (4.7%) and 51 & above
(4.3%).
110
4.1.2 Gender wise Classification of Respondents
Table No. 4.1.2 Gender wise Classification of Respondents
Gender Frequency Percentage
Male 213 30.4
Female 487 69.6
Total 700 100

Graph No. 4.1.2 Gender wise Classification of Respondents
Gender
30%
Male
Female
70%
Interpretation
While conducting survey it is identified that, some women were reluctant to provide
the required information so in gender category the researcher received maximum
responses from male (30.4%) as compared to female (69.6%). It also means that
customers prefer to purchase jewellery along with family members.
111
4.1.3 Marital Status of Respondents
Table No. 4.1.3 Marital Status of Respondents
Frequency Percentage
Marital Status
668 95.4
Married
32 4.6
Unmarried
700 100
Total
Graph No. 4.1.3 Marital Status of Respondents
Marital Status
4.6
Married
Unmarried
95.4
Interpretation
95.4% customers purchasing Gems and Jewellery are married while only 4.6%
customers belong to unmarried category.
112
4.1.4 Education of Respondents
Table No. 4.1.4 Education of Respondents
Education Frequency Percentage
<SSC 36 5.1
SSC 98 14
HSC 25 3.6
Graduate 541 77.3
Total 700 100
(Source: SPSS output)
Graph No. 4.1.4 Education of Respondents
Education
5.1
14
< SSC
3.6
SSC
HSC
Graduate
77.3
(Source: Generated by researcher using SPSS Output)
Interpretation
It is observed that maximum no. customers (77.3%) are well educated as their minimum
qualification is graduation followed by SSC (14%), below SSC (5.1%) HSC (3.6%).
113
4.1.5 Family Income of Respondents
Table No. 4.1.5 Family Income of Respondents
FAMILY INCOME Frequency Percentage

Below Rs. 3,00,000 111 15.9
Rs. 3,00,000 to Rs. 6,00,000 65 9.3
Rs. 6,00,000 to Rs. 9,00,000 431 61.6
Above Rs.9,00,000 93 13.3
Total 700 100
Graph No.4.1.5 Family Income of Respondents
Family Income
13.3 15.9
Below Rs. 3,00,000
9.3 Rs. 3,00,000 to Rs.

6,00,000
Rs. 6,00,000 to Rs.
9,00,000
Above Rs.9,00,000
61.6
Interpretation
It is observed that, based on the annual family income majority of customers (61.6%)
belong to the category of 6 to 9 lakhs followed by income group of below 3 lakhs
(15.9%), income group above 9 lakhs (13.3%) and income group between 3 to 6 lakhs
(9.3%).
114
4.1.6 Profession of Respondents
Table No. 4.1.6 Profession of Respondents
Profession Frequency Percentage

Service 620 88.6
Business 36 5.1
Professional 9 1.3
Other Please Specify 35 5
Total 700 100
Graph No. 4.1.6 Profession of Respondents
Profession
1.3
5
5.1
Service
Business
Professional
Other Please Specify
88.6
Interpretation
88.6% customers purchasing Gems and Jewellery is are from working class (service),
followed by businessman (5.1%), other than mentioned professions (5%) and
professional (1.3%).
115
4.2 Expenditure on Gems and Jewellery
Table No.4.2 Percentage of annual family income on expenditure of Gems and

Jewellery
% of expenditure Frequency Percentage
0-5 496 70.9
5-10 197 28.1
10-15 4 0.6
15-20 3 0.4
Total 700 100

Graph No. 4.2 Percentage of annual family income on expenditure of Gems and
Jewellery
Percentage of annual family income on

expenditure of Gems and Jewellery
0.6 0.4
28.1 0-5
5_10
10_15
70.9 15-20
Interpretation
It is observed that maximum no. of customers (70.9%) spends 0-5% of their annual
family income on Gems and Jewellery, 28.1%. customers spends in between 5-10%
and only 1 % customers spends more than 10 % of their annual family income on Gems
and Jewellery.
116
4.3 Ranking for the expenditure on Gems and Jewellery
Measurement tool: Ranking preference 1 to 4
Table No. 4.3 Ranking for the expenditure on Gems and Jewellery
Type of Jewellery Mean Rank
Silver 2.41 2
Gold 1 1
Diamond 3.12 3
4
Platinum 3.85
Graph No. 4.3 Ranking for the expenditure on Gems and Jewellery
Ranking for the expenditure on

Gems and Jewellery
4.5
4 3.85
3.5 3.12
3
2.41
2.5
2
1.5
1
1
0.5
0
Silver Gold Diamonds Platinum
Interpretation
From the above table and graph it is observed that all customers have given first rank
to Gold jewellery (Mean 1) for expenditure in Gems and Jewellery category followed
by Silver jewellery (Mean 2.42), Diamonds jewellery (Mean 3.12) and Platinum
jewellery (Mean 3.85)
117
OBJECTIVE: 1
 To Study the historical evolution of Gems & Jewellery Retailers in

Pune city.
 In ancient and medieval era the various forms of Gems & Jewellery were
popular in the city.
 In modern era after independence jewellery business started to grow in the city.
 In last 5 years, some major jewellery retailers entered into the city like Kalyan
Jewelers, Joy Alukkas, and Goodwin Jewellers etc.
 After LPG in 1991, organized retail business spread its wings in the country in
all sectors including Gems and Jewellery sector.
 Unorganized retailers/Sarafs also opened their new outlets in the city. The
maximum no. of these outlets belongs to Sarafs who are traditionally running
their business from some years.
OBJECTIVE: 2
 To analyze the development of Pune city for potential business of

Gems & Jewellery Retailers.
 Pune is the cultural capital of Maharashtra. It is the second largest city in

population in the state, after Mumbai. As per 2011 census the city’s population
is 31,24,458. The city has highest large number of Govt. organizations & public-
sector undertakings in India. The city has the largest number of IT companies
in India, after Hyderabad & Bangalore.
 In 2016 Prime Minister Modi also declared to make Pune as a smart city in
upcoming years and also started to take some initiatives in this regard. Under
the smart city project Government of India have already launched more than 14
projects in Pune city in last one year.
118
4.4 Organized Retailers opinion about Gems and Jewellery business in
Pune city
4.4.1 Retailers opinion about Pune cities potential for the growth of
Gems and Jewellery business
Table No. 4.4.1 Retailers opinion about Pune cities potential for the growth of Gems
and Jewellery business
Mean
Measurement tool: Five point scale method (1-Strongly disagree,

4.8
2-Disagree, 3- Neutral, 4-Agree, 5- Strongly Agree)
Interpretation
The researcher has asked Gems and Jewellery retailers about Pune cities potential for
the growth of their business on the basis of five point scale method. As we have received
the mean 4.8, it can be said that all retailers are strongly agree that Pune city has huge
potential for the growth of Gems and Jewellery business.
4.4.2 Ranking for factors important for the growth of Gems and
Jewellery business
Measurement tool: Ranking preference (1 high…..4 low)
Table No. 4.4.2 Ranking for factors important for the growth of Gems and Jewellery
business
Factors Mean Rank
Changing life style of people 1.24 1
Increasing higher level income group 1.76 2
Developing infrastructure 3.12 3
Increasing overall retail business 3.88 4
119
Graph No. 4.4 Ranking for factors important for the growth of Gems and Jewellery business
Ranking for factors important for the growth of

Gems and Jewellery business
4.5
3.88
4
3.5 3.12
3
2.5
2 1.76
1.5 1.24
1
0.5
0
Changing life Increasing higher Developing Increasing
style of people level income infrastructure overall retail
group business
Interpretation
The above table shows Gems and Jewellery retailers ranking for the factors important
for the growth of their business. It can be seen that most of the retailers are saying that
changing life style of the people in the city is the major factor for the growth of their
business as the mean observed is 1.24, followed by increasing higher level income
group (Mean-1.76), developing infrastructure (Mean-3.12) and increasing overall retail
business (Mean-3.88).
120
4.4.3 Plan for expansion of business by adding any new product
categories
Measurement tool: Yes/No
Table No. 4.4.3 Plan for expansion of business by adding any new
product categories
25 100
Yes
0 0
No
Total 25 100
Interpretation
The above frequency table shows that all 25 Gems and Jewellery retailers have plans
to add new product categories in their product portfolio to expand their business.
4.4.4 Plan for expansion of business by opening new branches in the

city

Table No. 4.4.4 Plan for expansion of business by opening new branches in the city
Yes 25 100
No 0 0
Total 25 100
Interpretation
The above frequency table shows that, all 25 Gems and Jewellery retailers have plans
to open their new branches/outlets in the city to expand their business.
121
4.5 Unorganized Retailers opinion about Gems and Jewellery business
in Pune City
Table No. 4.5 Unorganized Retailers opinion about Pune cities Potential for the growth
of Gems and Jewellery business
Mean
Measurement tool: Five point scale method (1-Strongly disagree, 2-

Disagree, 3- Neutral, 4-Agree, 5- Strongly Agree) 4.4
Interpretation
Like organized retailers all 52 unorganized retailers/Sarafs strongly feels that Pune city
has huge potential for their business as the mean observed is 4.4 when the researcher
asked them about it on five point scale method.
122
OBJECTIVE:3
 To examine the Marketing Strategies of Gems and Jewellery

retailers in Pune city for business development.
4.6 Organized Retailers opinion about Marketing Strategies

4.6.1 Available Product Categories
Table No. 4.6.1 Available Product Categories
YES NO
N % N %
Silver 25 100 0 0
Gold 25 100 0 0
Diamond 25 100 0 0
Platinum 25 100 0 0
Interpretation
All 25 (100%) organized Gems and Jewellery retailers keeps all of the above mentioned
product categories in their retail outlets.
123
4.6.2 Budget fixed for expenditure related to various marketing
practices
Table No.4.6.2 Budget fixed for expenditure related to various marketing practices
% of Expenditure Frequency Percentage
0-10% 16 64
10-20% 9 36
20-30% 0 0
More than 30% 0 0
Total 25 100
Graph No. 4.5 Budget fixed for expenditure related to various marketing practices
Budget fixed for expenditure related to various

marketing practices
0
36
0-10%
10-20%
20-30%
64
(
(Sour(So(Source: Generated by researcher using SPSS output)
Interpretation
It is observed from the above table and graph that 16 (64%) Gems and Jewellery
retailers fix the budget in between 0 to 10% and 9 (36%) Gems and Jewellery retailers
fix the budget in between 10 to 20% for the expenditure related to various marketing
practices.
124
4.6.3 Environmental factors considered while designing marketing
strategies
Measurement tool:
Five point scale method: (1-Not at all important, 2- Least Important, 3- Moderately
Important, 4-Important, 5-Most Important)
Table No. 4.6.3 Environmental factors considered while designing marketing strategies
Environmental Factors Mean
Company Policies 4.72
Competitors 4.64
Suppliers 2.44
Political Factors 3.4
Economical Factors 3.68
Social-cultural factors 4.08
Technological factors 2.4
Legal Factors 3.32
Demographic Factors 4.32
Government Policies 4.24
Graph No. 4.6 Factors considered while designing marketing strategies
Factors considered while designing

marketing strategies
4.72 4.64 4.32
5 4.08 4.24
3.4 3.68 3.32
4
3 2.44 2.4
2
1
cultural…
0
Company
Competitors
Political
Suppliers
Economical
Government
Demographi
Technologic
Factors
Social-
Factors
Legal
Policies
al factors
c Factors
Policies
Factors
125
Interpretation
The above table and graph shows the factors considered by organized Gems and
Jewellery retailers while designing marketing strategies. It is observed that Company
policies (Mean 4.72) is the most important factor followed by Competitors (Mean 4.64),
Demographic factors (Mean 4.32), Government policies (Mean 4.24), Social & Cultural
factors (Mean 4.08), Economical factors (Mean 3.68), Political factors (Mean 3.4),
Legal factors (Mean 3.32), Suppliers (Mean 2.44) and Technological factors (Mean
2.4).
126
4.6.4 Customization of the products (design of the Jewellery)
according to customer requirement
Measurement tool: Three point scale method
Table No. 4.6.4 Customization of the products (design of the Jewellry) according to
customer requirement
Never 0 0
Sometimes 19 76
Always 6 24
Total 25 100
Graph No. 4.7 Customization of the products according to customer requirement
Customization of the products according

to customer requirement
24
Never
Sometimes
76 Always
Interpretation
From the table and graph we can say that, only 6 (24%) Gems and Jewellery retailers
always customize the products as per customer requirement and 19 (76%) do
customization sometimes. (Mean 2.24)
127
4.6.5 Ranking for factors influencing retailers to introduce new-
schemes/ products
Measurement tool: Ranking preference (1High….. to 5 Low)
Table No. 4.6.5 Ranking for factors influencing retailers to introduce new-schemes/
products
Factors Mean Rank

To increase market share 3.64 4
To earn profitability 3.48 3
To improve company image 4.36 5
To attract customers 2.04 2
To increase sales 1.48 1
Graph No. 4.8 Ranking for factors influencing retailers to introduce new-
schemes/ products
Ranking for factors influencing retailers to

introduce new-schemes/ products
5 4.36
4 3.64 3.48
3 2.04
2 1.48
1
0
To increase To earn To improve To attract To increase
market share profitability company customers sales
image
Interpretation
The above table and graph shows the organized retailers ranking for the factors
influencing to introduce new schemes/products. It can be seen that, the organized
retailers introduces new schemes/products specially to increase sales as the mean comes
for it is 1.48. The second most important factor is to attract customers (Mean-2.04),
third factor is to earn profitability (Mean-3.48), fourth factor is to increase market share
(Mean-3.64) and the fifth factor is to improve company image (Mean-4.36).
128
4.6.6 Importance of Product Strategies for Revenue Generation
Availability/Usage: Yes/No
Measurement tool: Five point scale method (1-Not at all important, 2- Least Important,
3- Moderately Important, 4-Important, 5-Most Important)
Table No. 4.6.6Importance of Product Strategies for Revenue Generation

Product Strategies Yes No
N % N % Mean
Do you have your in-house product
4.84
designs of Gems and Jewellery? 25 100 0 0
Do you provide guarantee for purity of
4.88
products? (Hallmark, KDM) 25 100 0 0
Do you have product exchange facility? 25 100 0 0 4.28
Average Mean 4.58

Graph No. 4.9 Influence of Product Stretegies on Revenue Generation
Influence of Product Stretegies on

Revenue Generation
5 4.84 4.88
4.8
4.6
4.4 4.28
4.2
4
3.8
Do you have your in- Do you provide Do you have product
house product designs of guarantee for purity of exchange facility?
Gems and Jewellery? products?
(Hallmark,KDM)

Interpretaion
It is observed that, product strategies are most important for organized retailers in
revenue generation as the mean observed is 4.58. In product strategies gurantee for
purity of products (Mean 4.88) plays vital role in generating revenue for the retailers
followed by inhouse product designs (Mean 4.84) and product exchange facility (Mean
4.28).
129
4.6.7 Importance of Pricing Strategies for Revenue Generation
Table No. 4.6.7Importance of Pricing Strategies for Revenue Generation
Pricing Strategies Yes No
N % N % Mean
Do you provide discounts to customers, if they buy in
2.68
bulk (larger quantity)? 16 64 9 36
Do you have jewellery purchasing plans? (e.g.
4.64
installment purchasing schemes) 25 100 0 0
Do you use price tags for the products to provide
1.8
information to the customer and to save time? 25 100 0 0
Do you provide discount vouchers to the customers? 16 64 9 36 1.84
Average Mean 2.74
Graph No. 4.10 Influence of Pricing Strategies on Revenue Generation
Influence of Pricing Strategies on

Revenue Generation
5
4.64
4
2.68
3 1.8 1.84
2
1
0
Do you provide Do you have Do you use price tags Do you provide
discounts to jewellery purchasing for the products to discount vouchers to
customers, if they plans?(e.g. provide information the customers?
buy in bulk (larger installment to the customer and
quantity)? purchasing schemes) to save time?

Interpretaion
It is observed that pricing strategies are of moderate importance to the organized
retailers as the mean identified is 2.74. In pricing strategies jewellery purchasing plans
(Mean 4.64) of retailers are most important for generating revenue followed by bulk
discount (Mean 2.68), discount vouchers (Mean 1.84) and price tags (Mean 1.8).
130
4.6.8 Importance of Distribution Strategies for Revenue Generation
Table No. 4.6.8Importance of Distribution Strategies for Revenue Generation

Place/Distribution Strategies
Yes No
N % N % Mean
Offline Distribution
 Exclusive Outlet 25 100 0 0 4.56
 Outlet within malls 8 32 17 68 4.2
Online Distribution
 On own Web portals 25 100 0 0 1.2
 Through other portals 1.2

12 48 13 52
Home Delivery Service 1.4
4 18 21 82
Average Mean 2.51
Graph No. 4.11 Influence of Distribution Strategies on Revenue Generation
Influence of Distribution Strategies on

Revenue Generation
5 4.56
4.2
4
3
2 1.2 1.2 1.4
1
0
Exclusive Outlet On own Through Home
Outlet within malls Web portals other portals Delivery
Service
131
Interpretation
It is observed that distribution strategies are of moderate importance to the organized
retailers in generating revenue as the mean identified is 2.51. In distribution strategies
exclusive outlets (Mean 4.56) of retailers helps more in revenue generation than outlets
within malls (Mean 4.2). Home delivery service (Mean 1.4), distribution through
company web portals (Mean 1.2), and other portals (Mean 1.2) are least important for
retailers in generating revenue.
4.6.9 Importance of Promotional Strategies for Revenue Generation

Table No. 4.6.9Importance of Promotional Strategies for Revenue Generation
Promotional Strategies Yes No
N % N % Mean
Do you have reward point schemes for

3.48
customers?
22 88 3 12
Do you organize events/concerts for
2.8
customers? 21 84 4 16
Have you ever used lucky draw contest? 22 88 3 12 2.96
Do you celebrate auspicious days in you retail

3.68
outlets? 25 100 0 0
Do you call celebrities on auspicious days? 25 100 0 0 4.64
Do you provide gift vouchers to customers? 2.56

25 100 0 0
Do you have association with Tv programs? 25 100 0 0 2.32
Have you ever sponsored for movies? 25 100 0 0 2.32
Average Mean 3.09
132
Graph No. 4.12 Influence of Promotional tools in Revenue Generation
Influence of Promotional tools in

Revenue Generation
2.32
Have you ever sponsored for movies?
Do you have association with Tv 2.32
programs?
Do you provide gift vouchers to 2.56
customers?
4.64
Do you call celebrities on auspicious days?
Do you celebrate auspicious days in you 3.68
retail outlets?
2.96
Have you ever used lucky draw contest?
Do you organize events/concerts for 2.8
customers?
Do you have reward point schemes for 3.48
customers?
0 1 2 3 4 5
Interpretation
It is observed that promotional strategies are of moderate importance to the organized
retailers in generating revenue as the mean identified is 3.09. In promotional strategies
calling celebrity on auspicious days (Mean 4.64) is most important in revenue
generation followed by celebrating auspicious days (Mean 3.68), reward point scheme
(Mean 3.48), contests (Mean 2.96),
133
4.6.10 Importance of Service Mix Strategies for Revenue Generation
Table No. 4.6.10Importance of Service Mix Strategies for Revenue Generation

Service Mix Strategies Yes No Mean
N % N %
People -Are your employees well trained to
4.84
provide quality service to the customers? 25 100 0 0
Process-Are all the services provided by you
4.6
easily accessible to the customer? 25 100 0 0
Physical Evidence-Do you maintain interior and
4.6
exterior facilities on regular basis? 25 100 0 0
Other Facilities
Do you provide Life time maintenance facility to
0
customers? 0 0 25 100
Do you provide free insurance coverage on
0
Gems and Jewellery? 0 0 25 100
Graph No. 4.13 Influence of Service Mix Strategies on Revenue Generation
Influence of Service Mix Strategies on

Revenue Generation
4.9 4.84
4.85
4.8
4.75
4.7
4.65 4.6 4.6
4.6
4.55
4.5
4.45
People -Are your Process-Are all the Physical Evidence-Do
employees well trained services provided by you maintain interior
to provide quality you easily accessible to and exterior facilities on
service to the the customer? regular basis?
customers?
134
Interpretation
It is observed that, service mix strategies are most important for organized retailers in
revenue generation as the mean observed are; for People-4.84, for Process -4.6 and for
Physical evidence 4.6.
4.6.11 Retailers Ranking for positioning strategies of products/services

Measurement tool: Ranking (1 high….6 low)
Table No.4.6.11 Retailers Ranking for positioning strategies of products/services

Positioning Strategies Mean Rank
Positioning by product attributes 3.2 3
Positioning by price 3.8 4
Positioning by quality 1 1
Positioning with respect to product class 2 2
Positioning with respect to competitors 5.6 6
Positioning with respect to service quality 5.4 5
Graph No.4.14 Retailers Ranking for positioning strategies of products/services
Ranking for Positioning strategies of

products/services
6 5.6 5.4
5
4 3.8
3.2
3
2
2
1
1
0
Positioning by Positioning by Positioning by Positioning Positioning Positioning
Product price quality with respect to with respect to with respect to
Attributes product class competitors service quality
135
Interpretation
Gems and Jewellery retailers have given ranking for positioning of their
products/service in that, they have given first rank to Positioning by quality (Mean 1),
second rank to Positioning with respect to product class (Mean 2), third rank to
Positioning by product attributes (Mean 3.2), fourth rank to Positioning by price (Mean
3.8), fifth rank to Positioning with service quality (Mean 5.4) and sixth rank to
positioning with respect to competitors (Mean 5.6).
4. 6.12 Pricing Strategies of Organized Gems and Jewellery Retailers

Table No. 4. 6.12 Pricing Strategies of Organized Gems & Jewellery Retailers
Pricing Strategies Frequency Percentage
Consumer Oriented pricing 0 0
Competitive Pricing 0 0
Cost Plus Pricing 25 100

Interpretation
From the above table we can say that all 25 (100%) Gems and Jewellery retailers give
first preference to/ follow cost plus pricing strategy.
4.6.13 Importance of location in the establishment of outlet

Table No. 4.6.13 Importance of location in the establishment of outlet
Mean
Measurement tool: Five point scale method (1- Strongly Disagree, 2-
4.24
Disagree, 3-Neither agree nor disagree, 4-Agree, 5-Strongly Agree)
Interpretation
It is observed from the above table that, Gems and Jewellery retailers agree that location
plays an important role in the establishment of retail outlet (Mean 4.24).
136
4.6.14 Ranking for retailers focus on Service Quality
Measurement tool: Ranking preference (1 high….5 low)
Table No. 4.6.14 Ranking for retailers focus on Service Quality

Service Quality Mean Rank
Reliability ( To provide promised services) 1.76 2
Assurance (To convey trust & confidence) 3.88 4
Tangibility (Physical evidence) 5 5
Empathy (Attention towards customers) 3.12 3
Responsiveness ( Prompt Service and willing to help) 1.24 1
Graph No.4.15 Ranking for retailers focus on Service Quality
Ranking for retailers focus on

Service Quality
6
5
5
3.88
4
3.12
3
2 1.76
1.24
1
0
Reliability ( To Assurance (To Tangibility Empathy Responsiveness (
provide promised convey trust & (Physical (Attention Prompt Service
services) confidence) evidence) towards and willing to
customers) help)
Interpretation
The above table and graph gives us details about Gems and Jewellery retailers ranking
for various service quality factors. It is observed that they have given first ranking to
Responsiveness (Mean 1.24), second to Reliability (Mean 1.76), third to Empathy
(Mean 3.12), fourth to Assurance (Mean 3.88) and fifth to Tangibility (Mean 5).
137
4.6.15 Use of internet for marketing of products and services
Table No. 4.6.15 Use of internet for marketing of products and services
Yes 25 100
No 0 0
Total 25 100

Interpretation
All 25 (100%) Gems and Jewellery retailers’ use internet for marketing of products and
services.
4.6.16 Brand ambassador for organization

Table No. 4.6.16 Brand ambassador for organization
Yes 19 76
No 6 24
Total 25 100
Graph 4.16 Brand ambassadors
Brand ambassadors
24%
Yes
No
76%
(Source: Generated by researcher using SPSS output

Interpretation
It is observed that 19 (76%) Gems and Jewellery retailers have brand ambassadors for
their organization.
138
4.6.17 Celebrity Influence on customers purchase decision
Table No. 4.6.17 Celebrity Influence on customers purchase decision
Mean
Measurement tool: Five point scale method (1-Strongly
disagree, 2-Disagree, 3- Neutral, 4-Agree, 5- Strongly Agree) 4.08
Interpretation
Gems and Jewellery retailers’ are also agree that celebrity have influence on customers’
purchase decision as the mean identified is 4.08.
4.6.18 Following initial communication/promises made while selling

the product
Table No. 4.6.18 Following initial communication/promises made while selling the
product
Yes 25 100
No 0 0
Total 25 100
Interpretation
All 25 (100%) Gems and Jewellery retailers’ follows the initial
communication/promises made while selling the product.
139
4.6.19 Providing online purchasing facility to customers
Table No. 4.6.19 Providing online purchasing facility to customers

25 100
Yes
No 0 0
Total 25 100
Interpretation
All 25 (100%) Gems and Jewellery retailers provide online purchase facility to the
customers.
4.6.20 Conducting Consumer Satisfaction Survey

Table No. 4.6.20 Conducting Consumer Satisfaction Survey

Yes 25 100
No 0 0
Total 25 100
Interpretation
All 25 (100%) Gems and Jewellery retailers’ conduct customer satisfaction survey.
140
4.6.21 Percentage of dissatisfied customers who actually file
complaints
Table No. 4.6.21 Percentage of dissatisfied customers who actually file complaints
0-20% 25 100
20-40% 0 0
40-60% 0 0
More than 60% 0 0
Total 25 100
Interpretation
All 25 (100%) Gems and Jewellery retailers’ have informed that only 0-20%
dissatisfied customers actually file the complaints.
4.6.22 Facility of Customer Service Department

Table No. 4.6.22 Facility of Customer Service Department
Yes 25 100
No 0 0
Total 25 100
Interpretation
All 25 (100%) Gems and Jewellery retailers have the facility of Customer Service
Department.
141
4.6.23 Contribution in CSR activities
Table No. 4.6.23 Contribution in CSR activities

Yes 25 100
No 0 0
Total 25 100
Interpretation
All 25 (100%) Gems and Jewellery retailers contribute in CSR activities.
4.6.24 Tie-up with banks for providing loans to the customer

Table No. 4.6.24 Tie-up with banks for providing loans to the customer
Yes 0 0
No 25 100
Total 25 100
Interpretation
None of the Gems and Jewellery retailer have a tie-up with banks for providing loans
to the customers.
142
4.6.25 Branches of retail outlet outside the country
Table No. 4.6.25 Branches of retail outlet outside the country

Yes 13 52
No 12 48
Total 25 100
Graph No. 4.17 Branches of retail outlet outside the country
Branches of Retail outlet outside the country
48% Yes
52% No
Interpretation
13 (52%) Gems and Jewellery retailers have their branches outside the country also.
143
4.6.26 Importance of providing incentives to employees on Sales
generation
Table No. 4.6.26 Importance of providing incentives to employees on Sales generation

Mean
Disagree, 3- Neutral, 4-Agree, 5- Strongly Agree) 4.64
Interpretation
Gems and Jewellery retailers strongly agree that, providing incentives to employees
helps in increasing sales.
4.6.27 Opinion about small enterprises (Goldsmith/Sarafs) as a

competitor
Table No. 4.6.27 Opinion about small enterprises (Goldsmith/Sarafs) as a competitor

Mean
Disagree, 3- Neutral, 4-Agree, 5- Strongly Agree) 2
Interpretation
Organized Gems and Jewellery retailers disagree with the statement that,
Goldsmiths/Sarafs are their competitors (Mean 2).
144
4.6.28 Opinion about influence of investors meet in promotion &
marketing of business
Table No. 4.6.28 Opinion about influence of investors meet in promotion & marketing
of business
Mean
2-Disagree, 3- Neutral, 4-Agree, 5- Strongly Agree) 2.36
Interpretation
It is observed that, as per the opinion of Gems and Jewellery retailers investors meet
have very less influence on promotion and marketing of business as the mean identified
is 2.36.
4.6.29 Effectiveness of sponsorship to events/programs/institutes etc.

as a part of promotional activity
Measurement tool: Three point scale method (1-Not at all effective, 2- Moderate
effect, 3- Highly effective)
Table No. 4.6.29 Effectiveness of sponsorship to events/programs/institutes
Not at all effective 0 0
Moderate effect 17 68
Highly effective 8 32
Total 25 100
145
Graph No. 4.18 Effectiveness of sponsorship to events/programs/institutes etc. as a
part of promotional activity
Effectiveness of sponsorship to
events/programs/institutes
0
32
Not at all effective
Moderate effect
68
Highly effective
Interpretation
From the above table, we come to know that there is a moderate effect of sponsorships
given by Gems and Jewellery retailers to events/programs/institutes as the mean comes
to 2.32 on three point scaling method.
4.6.30 Tie-up with organizations for Marketing
Table No. 4.6.30 Tie-up with organizations for Marketing

13 52
Yes
12 48
No
25 100
Total
146
Graph 4.19 Tie-up with organizations for Marketing
Tie -up with organizations

for marketing
48% Yes
52% No
Interpretation
The above frequency table shows that, 48% organized retailers have tie-up with other
organizations for marketing of their business. 52% of Gems and Jewellery retailers
don’t have tie –up with any organization for marketing of their business.
4.7 Unorganized Gems & Jewellery Retailers/Sarafs opinion

4.7.1 Customization of products according to Customer Requirement
Table No.4.7.1 Customization of products according to Customer Requirement

Mean
Measurement too: 3 point scale method (1-Never, 2- Sometimes,
2.1
3- Always)
Interpretation
From the above table it is observed that, unorganized retailers never/sometimes do
product customization as per customer requirement as the mean identified on three
point scale method is 2.1.
147
4.7.2 Importance of Location in the establishment of the outlet
Table No. 4.7.2 Importance of Location in the establishment of the outlet
Mean

4.27
2-Disagree, 3- Neutral, 4-Agree, 5- Strongly Agree)
Interpretation
From the above table we can conclude that, unorganized retailers agree that location is
an important factor in the establishment of outlet as the average mean identified on five
point scale method is 4.27.
4.7.3 Organized Retailers as Competitors
Table No. 4.7.3 Organized Retailers as Competitors

Mean

Disagree, 3- Neutral, 4-Agree, 5- Strongly Agree)
3.94
Interpretation
The above table shows that, unorganized retailers agreed on the statement that
organized retailers are their competitors as the mean identified on five point scale
method is 3.94.
148
4.7.4 Importance of Product Strategies for Revenue Generation
Table No. 4.7.4 Importance of Product Strategies for Revenue Generation
Product Strategies Yes No
Mea
N % N % n
Do you have your in house product designs of Gems 3 63. 1 36.
and Jewellery? 3 5 9 5 2.75
Do you provide guarantee for purity of products? 5
2 100 0 0 4.48
Do you have product exchange facility? 4 78. 1 21.
1 8 1 2 2.87
Average Mean 3.36
Graph No. 4.20.1Influence of Product Strategies on Revenue Generation
Influence of Product Strategies on

Revenue Generation
5 4.48
4.5
4
3.5 2.87
3 2.75
2.5
2
1.5
1
0.5
0
Do you have your in Do you provide Do you have product
house product designs of guarantee for purity of exchange facility?
Gems and Jewellery? products?
Interpretation
It is observed that, product strategies are important for unorganized retailes in revenue
generation as the mean observed is 3.36. In product strategies gurantee for purity of
products (Mean 4.48) plays vital role in generating revenue for the retailers followed
by product exchange facility (Mean 2.87) and inhouse product designs (Mean 2.75).
149
4.7.5 Importance of Pricing Strategies for Revenue Generation
Table No. 4.7.5 Importance of Pricing Strategies for Revenue Generation
Pricing Strategies Yes No Mean
N % N %
Do you provide discounts to
customers, if they buy in bulk (larger
quantity)? 46 88.5 6 11.5 3.38
Do you have jewellery purchasing
plans? (e.g. installment purchasing
schemes) 0 0 52 100 0
Do you use price tags for the products
to provide information to the
customer and to save time? 24 46.2 28 53.8 1.21
Average Mean 1.53
Graph No. 4.21 Influence of Pricing Strategies on Revenue Generation
Influence of Pricing Strategies on

Revenue Generation
4
3.38
3.5
3
2.5
2
1.5 1.21
1
0.5
0
Do you provide discounts to customers, Do you use price tags for the products to
if they buy in bulk (larger quantity)? provide information to the customer and
to save time?
Interpretation
It is observed that pricing strategies are least important to unorganized retailers in
revenue generation as the mean identified is 1.53. Only bulk purchase discounts help
them in generating revenue (Mean 3.38).
150
4.7.6 Importance of Distribution Strategies for Revenue Generation
Table No. 4.7.6 Importance of Distribution Strategies for Revenue Generation

Place/Distribution Strategies Yes No Mean
N % N %
Exclusive Outlet 52 100 0 0 4.56
Outlet within malls 0 0 52 100 NA
Online Distribution
On own Web portals 10 100 42 0 1.2
Through other portals 5 0 47 100 1.2
Home Delivery Service 15 29 37 71 1.4
Average Mean 2.38
Graph 4.22 Influence of Distribution Strategies for Revenue Generation
Influence of Distribution Strategies on

Revenue Generation
5 4.56
2 1.4
1.2 1.2
1
0
Exclusive Outlet On own Web Through other Home Delivery
portals portals Service

Interpretation
It is observed that, distribution strategies are least important to unorganized retailers in
revenue generation as the mean identified is 2.38. Only exclusive outlets (4.56) are the
most important distribution medium to generate revenue.
151
4.7.7 Importance of Promotional Strategies for Revenue Generation
Table No. 4.7.7 Importance of Promotional Strategies for Revenue Generation
Promotional Strategies Yes No

N % N % Mean
Do you provide discount vouchers to the
customers? 0 0 52 100 0
Do you have reward point schemes for
customers? 0 0 52 100 0
Do you organize events/contest for
customers? 0 0 52 100 0
Have you ever used lucky draw contest? 9 17.3 43 82.7 0.88
Do you celebrate auspicious days in you
retail outlets? 11 21.2 41 78.8 0.81
Do you call celebrities on auspicious days?
10 19.2 42 80.8 0.79
Do you provide gift vouchers to
customers? 0 0 52 100 0
Have you ever sponsored for movies? 0 0 52 100 0
Average Mean 0.31
(Graph is not computed as all the means are below 1)
Interpretation
It is identified that, very few unorganized retailers offer promotional schemes and
promotional strategies are also not at all important for unorganized retailers in
generating revenue as the mean identified is 0.31.
152
4.7.8 Importance of Service Mix Strategies for Revenue Generation
Table No.4.7.8 Importance of Service Mix Strategies for Revenue Generation

Service Mix Strategies Yes No
N % N % Mean
People -Are your employees well trained to
provide quality service to the customers? 52 100 0 0 4.5
Process-Are all the services provided by you
easily accessible to the customer? 52 100 0 0 4.4
Physical Evidence-Do you maintain interior
and exterior facilities on regular basis? 38 73 14 27 3.5
Average Mean 4.13
Graph 4.23 Influences of Service Mix Strategies for Revenue Generation
Influence of Service Mix Strategies on

Revenue Generation
5 4.5 4.4
4.5
4 3.5
3.5
3
2.5
2
1.5
1
0.5
0
People -Are your employees Process-Are all the services Physical Evidence-Do you
well trained to provide quality provided by you easily maintain interior and exterior
service to the customers? accessible to the customer? facilities on regular basis?
Interpretation
All service mix strategies are important for unorganized retailers as the mean identified
is 4.13. (People-4.5, Process-4.4 and Physical Evidence 3.5)
153
4.8 Comparative Study of Organized and Unorganized Gems and
Jewellery Retailers
4.8.1 Ranking for Marketing Mix Elements
Measurement tool: Ranking preference (1High….. to 7 Low)
Table No. 4.8.1 Ranking for Marketing Mix Elements

Marketing Mix Organized Unorganized
Elements Retailers Retailers
Mean Rank Mean Rank
Product 1.72 2 0.4 4
Price 5.08 4 0.63 2
Place/Distribution 6.68 6 0 0
Promotion 1.28 1 0.67 1
People 6.88 7 0 0
Process 6.52 5 0 0
Physical Evidence 3.88 3 0.02 5
Graph No. 4.24 Ranking for Marketing Mix Elements
Ranking for marketing mix elements

8
6.68 6.88
7 6.52
6 5.08
5
3.88
4
3
1.72
2 1.28
1 0.4 0.63 0.67
0 0 0 0.02
0
Organized Retailers Mean Unorganized retailers Mean
154
Interpretation
The above table and graph shows that, while designing marketing mix strategies
organized retailers gives first preference to promotion as the mean comes to 1.28
followed by product (Mean-1.72), physical evidence (Mean-3.88), price (Mean-5.08),
process (Mean-6.52), place (Mean-6.68) and people (Mean-6.88). It is also observed
that very few unorganized retailers adopt marketing mix strategies as for all marketing
mix elements mean is below 1.
4.8.2 Customer Segments ranking preference

Measurement tool: (1High….. to 7 Low)
Table No. 4.8.2 Customer Segments Ranking preference
Organized Unorganized
Customer Segments Retailers Retailers
Rank Mean Rank
Mean
Household 2 1
1.68 1.33
Consumer(Family)
Professionals’ 4.44 4 0 0
Young Generation 3.08 3 0.98 5
Gender Factor Male 6.88 7 1.8 4
Gender Factor Female 1.36 1 1.67 3
Retired Persons 6.12 6 0 0
High Net Worth 5 2
4.56 1.34
Individuals
155
Graph No. 4.25 Ranking for Customer for Marketing Practices
Ranking for Customer segments for

marketing practices
8 6.88
7 6.12
6
5 4.44 4.56
4 3.08
3
1.681.33 1.8
2 0.98 1.361.67 1.34
1 0 0
0
Organized Retailers Unorganized retailers
Interpretation
The above table and graph shows that, Gender factor female (Mean 1.36) is the first
preference of customer segments for marketing practices of organized Gems and
Jewellery retailers followed by second rank to household consumer (Mean-1.68), third
rank to young generation (Mean-3.08), fourth rank to professionals (Mean-4.44), fifth
rank to high net worth individuals (Mean-4.56) sixth rank to retired persons (Mean-
6.12) and seventh rank to gender factor male (Mean-6.88).
While for unorganized retailers household consumer (Family) (Mean 1.33) is the first
preference followed by second rank to high net worth individuals (Mean-1.34), third
rank to gender factor female (Mean-1.67), fourth rank to gender factor male (Mean-1.8)
.It is also observed that for young generation ranking is (Mean-0.98), and none of the
unorganized retailer has special marketing practices for two customer segments i.e.
professionals and retired persons. Organized and unorganized retailers have not given
same ranking preference even for a single customer segment.
156
4.8.3 Requirement of Marketing Strategies for launching of different
types of schemes/products
Table No.4.8.3 Requirement of Marketing Strategies for launching of different types

of schemes/products
Requirement of Marketing Strategies for Unorganized
Organized
launching of different types of Retailers
Retailers
schemes/products
Mean Mean
Measurement tool: Five point scale method (1-
Strongly disagree, 2-Disagree, 3- Neutral, 4- 4.44 2.08
Agree, 5- Strongly Agree)
Interpretation
In this research study, when the researcher has asked Gems and Jewellery retailers
about the requirement of marketing strategies for their business on 5 point scale method
then he observed that, organized retailers are strongly agree that there is need of
marketing strategies as the mean comes 4.44 but contradictory to this unorganized
retailers disagree about the requirement of marketing strategies for their business as the
mean comes 2.08.
157
4.8.4 Different schemes for different target markets
Table No. 4.8.4 Different schemes for different target markets

Unorganized retailers
Organized Retailers
Frequency Percentage Frequency Percentage
Yes 25 100 9 18
No 0 0 43 82
Total 25 100 52 100
Graph No. 4.26 Different schemes for different target markets
Different Schemes for different

target markets
120
100
100
82
80
60 Yes
No
40
18
20
0
0
Organized Retailers Unorganized Retailers
Interpretation
The above table and graph shows that, all organized Gems and Jewellery retailers have
different schemes for different target markets but only 18% unorganized retailers
provides different schemes for different target markets and 82% unorganized retailers
are not providing different schemes for different target markets.
158
4.8.5 Importance of Product Strategies for the Successful Marketing
Measurement tool: Five point scale method (1-Not at all important, 2- Least
Important, 3- Moderately Important, 4-Important, 5-Most Important)
Table No. 4.8.5 Importance of Product Strategies for the Successful Marketing
Unorganized
Organized Retailers
Product Strategies retailers
Mean Mean
Product designing 4.72 4.42
Product variation 4.52 3.65
Product/Service delivery 4.04 3.79
Product Packaging 3.6 3.38
Average Mean 4.22 3.81
Graph No. 4.27 Importance of Product Strategies for the Successful Marketing
Importance of Product Strategies for

Successful Marketing
5 4.72
4.42 4.52
4.5 4.04
4 3.65 3.79
3.6
3.38
3.5
3
2.5
2
1.5
1
0.5
0
Product designing Product variation Product/Service Product
delivery Packaging
Organized Retailers Mean Unorganized retailers Mean

Interpretation
From the above table and graph it is observed that, product designing is the most
important product strategy for successful marketing of both organized and unorganized
Gems and Jewellery retailers as the mean identified is 4.72 and 4.42 respectively which
is higher as compared to other product strategies on five point scale method. For
organized retailers second important product strategy is product variation (Mean-4.52),
third strategy is product/service delivery (Mean-4.04) and the fourth strategy is product
159
packaging (Mean-3.6). While for unorganized retailers second, third and fourth
important product strategies for successful marketing are product/service delivery
(Mean-3.79), product variation (Mean-3.65) and product packaging (Mean-3.38)
respectively.
Effectiveness of Promotional Strategies to increase Brand Awareness

and Brand Image
Measurement tool:
Five point scale method (1-Not at all effective, 2- Somehow effective, 3- Moderate
effect, 4-Highly effective, 5-Extremely effective)
To know the effectiveness of promotional strategies on brand awareness and brand
image the researcher has studied organized and unorganized retailers opinion about
Advertising, Sales promotion, Public relations, Direct selling and Direct marketing
based on five point scale method.
4.8.6 Effectiveness of Advertising on Brand Awareness and Brand
Image
Table No. 4.8.6 Effectiveness of Advertising on Brand Awareness and Brand Image
Retailers Retailers
Mean Mean
Advertising
Advertising on national T.V. 4.2 0
Advertising on local T.V. 0 1.52
Advertising on radio 4.08 0.54
Advertising on the Internet 3.44 0.23
Advertising in newspapers 3.52 1.54
Advertising on intercity billboards and 0.4
4.04
posters
Advertising on brochures and booklets 3.12 NA
Participating in trade fairs/exhibitions 2.48 NA
Advertising in movies 3.88 NA
Transit Advertising (moving) 3.4 0.46
160
Graph No. 4.28 Effectiveness of Advertising on Brand Awareness and Brand Image
Effectiveness of Advertising on Brand Awareness

and Brand Image
4.5 4.2 4.08 4.04 3.88
4 3.44 3.52 3.4
3.5 3.12
3 2.48
2.5
2 1.52 1.54
1.5
1 0.54 0.46
0.23 0.4
0.5 0 0 0 0 0
0
Organized Retailers Sarafs
Interpretation
The above graph shows the effectiveness of advertising on brand awareness and brand
image. It is observed that, advertising on national TV have maximum effectiveness
(Mean 4.2) as compared to any other advertising tool (advertising on radio –Mean-
4.08,advertising on intercity billboards (Mean-4.04) advertising in movies (Mean-
3.88), advertising in newspaper (Mean-3.52), transit/moving advertising (Mean-3.4),
advertising on the internet (Mean-3.44), advertising on brochures and booklets (Mean-
3.12), and participating in trade fairs and exhibitions (Mean-2.48). Organized retailers
never prefer to do advertising on local TV. The average mean of advertising for
organized retailers is 3.51 which mean it is effective in creating their brand awareness
and brand image. Advertising is not at all effective for unorganized retailers in creating
their brand awareness and brand image as the average mean is 0.46.
161
4.8.7 Effectiveness of Sales Promotion on Brand Image
Table No. 4.8.7 Effectiveness of Sales Promotion on Brand Image

Sales Promotion Retailers Retailers
Mean Mean
Presenting promotional items/gifts 3.8 2.17

Providing special discounts 3.76 1.31
Providing opportunity for exchange of goods 3.92 2.8
Selling on special long term installment plans 3.68 1.2

Graph No. 4.29 Effectiveness of Sales Promotion on Brand Image
Effectiveness of Sales Promotion on Brand Image

4.5
3.92
4 3.8 3.76 3.68
3.5
3 2.8
2.5
2.17
2
1.5 1.31
1.2
1
0.5
0
Presenting Providing special Providing Selling on special
promotional discounts opportunity for long term
items/gifts exchange of installment plans
goods
162
Interpretation
The above graph shows the effectiveness of sales promotion on brand image. It is
observed that providing opportunity for exchange of goods with discounts (Mean-3.92)
has maximum effectiveness in creating brand image followed by presenting
promotional items/gifts (Mean-3.8), providing special discounts (Mean-3.76), and
Selling on special long term installments plans (Mean-3.68). The average mean of sales
promotion is 3.8, it means sales promotional activities of organized retailers are
effective in creating their brand image. For unorganized retailers providing opportunity
for exchange of goods with discounts (Mean-2.8) and presenting items and gifts (Mean
2.1) to customers have some impact on creating brand image. Sales promotion is not
effective for unorganized retailers in creating their brand image as the average mean
identified is 1.87.
163
4.8.8 Effectiveness of Public Relation on Brand Image
Table No. 4.8.8 Effectiveness of Public Relation on Brand Image

Public Relations Retailers Retailers
Mean Mean
Active participation in seminars/forums 3.68 NA
Giving interviews to newspapers and mass NA
3.44
media
Taking part in charities and making NA
3.44
donations
Publishing weekly or monthly newsletters NA
3.08
about products
Average Mean NA
3.41
Graph No. 4.30 Effectiveness of Public Relation on Brand Image
Effectiveness of Public Relation tools on

Brand Image
4
3.68
3.44 3.44
3.5
3.08
3
2.5
1.5
0.5
0
Seminars/forums Newspapers and Charities and Newsletters about
mass media making donations products
164
Interpretation
The above table & graph shows the effectiveness of public relation tools on brand
image. It is observed that active participation in seminars/forums (Mean-3.68) has
maximum influence in creating good brand image of organized Gems and jewellery
retailers followed by giving interviews to newspapers and mass media (Mean-3.44) and
taking part in charities and making donations (Mean-3.44), publishing weekly or
monthly newsletters about products (Mean-3.08). The average mean identified is 3.41,
it means public relation activities of organized retailers are effective in creating their
brand image. Unorganized retailers are not doing any of the above mentioned activity
to maintain public relation.
4.8.9 Effectiveness of Direct Marketing on Brand Awareness and

Brand Image
Table No. 4.8.9 Effectiveness of Direct Marketing on Brand Awareness and Brand
Image
Direct Marketing Organized Unorganized
Retailers Retailers
Mean Mean
Marketing through e-mail NA

1.84
Tele-marketing through SMS NA
3.08
Telecalling NA
2.5
Introducing company through existing 3.9
customers to others 3.6
Average Mean 1.3

2.75
165
Graph No. 4.31 Effectiveness of Direct Marketing on Brand Awareness and Brand
Image
Effectiveness of Direct Marketing on Brand

Awareness and Brand Image
4.5
4 3.6
3.5 3.08
3
2.5
2.5
2 1.84
1.5
1
0.5
0
Marketing through Tele-marketing Telecalling Introducing
e-mail through SMS company through
existing customers
to others
Interpretation
The above graph shows that, introducing own brand through existing customers have
maximum effectiveness in creating good brand image for both organized and
unorganized Gems and jewellery retailers as the mean identified is 3.6 and 3.9
respectively. In organized retailers it is followed by telemarketing through SMS (Mean-
3.08), telecalling (Mean-2.5) and marketing through e-mail (Mean-1.84). As the
average mean identified for organized retailers is 2.75 it means, direct marketing tools
are somehow effective in creating brand awareness and brand image. Direct marketing
tools are not effective for unorganized retailers as the average mean identified is 1.3
(excluding introducing own brand through existing customers).
166
4.8.10 Overall Effectiveness of Promotional strategies on brand
awareness and brand image
Table No. 4.8.10 Overall Effectiveness of Promotional strategies on brand awareness

and brand image
Promotional Strategies Organized Unorganized

Retailers Retailers
Mean Mean
Advertising 3.51 0.469
Sales Promotion 3.8 1.87
Public Relations 3.41 0
Direct Marketing 2.75 1.3
Graph No. 4.32 Effectiveness of Promotional strategies on brand awareness and

brand image
Effectiveness of marketing (Promotional) Stratgies on

Brand Awarness & Brand Image
4 3.8
3.51 3.41
3.5
3 2.75
2.5
1.87
2
1.5 1.3
1
0.469
0.5
0
0
Advertising Sales Promotion Public Relations Direct Marketing
Organied Retailers Unorganized Retailer
(Source: Generated by researcher using SPSS output
167
Interpretation
The above table and graph shows the effectiveness of marketing (promotional)
strategies to increase brand awareness and brand image. It has been observed that, for
organized retailers all promotional strategies are effective in creating brand awareness
and brand image as the average mean identified is 3.38 (sales promotion mean 3.8,
advertising mean 3.51, public relations mean 3.41 and direct marketing mean 2.75
respectively). But for unorganized retailers none of the promotional strategies are
effective in creating brand awareness and brand image as the average mean identified
is only 0.71.
168
4.8.11 Overall Influence of Marketing Strategies on Revenue
Generation
Table No.4.8.11 Overall Influence of Marketing Strategies on Revenue Generation
Marketing Strategies Organized Retailers Unorganized Retailers
Mean Mean
Product Strategies 4.58 3.36
Pricing Strategies 2.74 1.53
Place Strategies 2.51 2.38
Promotional Strategies 3.09 0.31
People 4.84 4.5
Process 4.6 4.4
Physical Evidence 4.6 3.5
Graph No. 4.33 Marketing Strategies and its Influence on Revenue Generation
Marketing Strategies and its Influence on

Revenue Generation
4.5 4.4
3.36 3.5
1.53 2.38
0.31
4.58 4.84 4.6 4.6
2.74 2.51 3.09
Product Pricing Place Promotional People Process Physical

Strategies Strategies Strategies Strategies Evidence
169
Interpretation
The above table and graph shows that, for organized retailers 3 extended Ps People
(Mean 4.84), Process (Mean 4.6), Physical evidence (Mean 4.6) have good influence
on revenue generation followed by Product strategies (Mean 4.58), Promotional
strategies (Mean 3.09) , Pricing strategies (Mean 2.74) and distribution strategies (Mean
2.51) . For unorganized retailers 3 extended Ps People (Mean 4.5), Process (Mean 4.4),
Physical evidence (Mean 3.5) have good influence on revenue generation followed by
Product strategies (Mean 3.36) but distribution strategies (Mean 2.38), Promotional
strategies (Mean 1.53) and Pricing strategies (Mean 0.31) are least important.
170
4.9 Organized Retailers and Customers opinion about influence of
Table No. 4.9 Organized Retailers and Customers opinion about influence of
Marketing Strategies Retailers Customer Difference
Opinion Opinion
Mean Mean Mean
Product Strategies 4.58 3.58 1
Pricing Strategies 2.74 3.5 -0.76
Place Strategies 2.51 2.76 -0.25
Promotional Strategies 3.09 3.07 0.02
People 4.84 3.48 1.36
Process 4.6 3.31 1.29
Physical Evidence 4.6 3.12 1.48
Graph No. 4.34 Retailers and Customers opinion about influence of marketing
strategies
Retailers and Customers opinion about Influence of

Marketing Strategies
6
4.84
5 4.58 4.6 4.6
4 3.58 3.5 3.48 3.31 3.12

3.09 3.07
3 2.74 2.76
2.51
0
Product Pricing Place Promotional People Process Physical
Strategies Strategies Strategies Strategies Evidence
Retailers Opinion Customer Opinion

171
Interpretation
The above table and graph gives explanation about what organized retailers thinks
about influence of various marketing strategies on customers purchase decision and
what customers actually thinks about influence of marketing strategies on their
purchase decision.
It is observed that retailers have given more importance to product strategies (difference
1), people (difference 1.36), process (difference 1.29) and physical evidence (difference
1.48) as factors influencing customers purchase decision and less importance to pricing
(difference 0.76) and distribution strategies (difference 0.25) as compared to customers
opinion.
It is also observed there is a similarity in the opinion of both retailers and customers
about influence of promotional strategies on customers purchase decision (difference
0.02).
172
OBJECTIVE: 4
 To study the factors influencing on consumer buying decision with
reference to Gems & Jewellery.
4.10 Ranking for the Purpose of purchasing Gems & Jewellery

Measurement tool: Ranking preference (1 high….5 low)
Table No. 4.10 Ranking for the Purpose of purchasing Gems & Jewellery
Mean Rank
Investment 1.60 1
Fashion 3.91 5
Festival 2.74 2
Gifting 3.79 4
Occasions 2.91 3
Graph No. 4. 35 Ranking for the Purpose of purchasing Gems & Jewellery
Ranking for the Purpose of Purchasing

Gems & Jewellery
5
3.91 3.79
4
2.74 2.91
3
2 1.6
1
0
Investment Fashion Festival Gifting Occasions
Interpretation
The above table and graph shows the customers ranking for the purpose of purchase of
Gems and Jewellery. It is observed that, most of the people purchase Gems and
Jewellery for investment purpose as the identified mean is 1.60 followed by festivals
(Mean 2.74), occasions (Mean 2.91), gifting (Mean 3.79) and fashion (Mean 3.91).
173
4.11 Cross tabulation for Ranking for the Purpose of purchasing Gems
& Jewellery
Table No. 4.11 Cross tabulation for Ranking for the Purpose of purchasing Gems & Jewellery
Investment Fashion Festivals Gifting Occasions
21- 30 Mean 1.53 3.5 3.13 4.2 2.43

N 30 30 30 30 30
31-40 Mean 1.60 3.97 2.74 3.73 2.92
N 564 564 564 564 564
Age
41-50 Mean 1.61 3.65 2.56 3.95 3.17
N 73 73 73 73 73
>51 Mean 1.51 3.78 2.90 4.09 2.69
N 33 33 33 33 33
Female Mean 1.60 3.95 2.72 3.77 2.89
N 487 487 487 487 487
Male Mean 1.59 3.81 2.79 3.82 2.97
Gender N 213 213 213 213 213
Married Mean 1.59 3.92 2.73 3.77 2.95
N 668 668 668 668 668
Marital Unmarried Mean 1.75 3.68 3.06 4.21 2.06
Status N 32 32 32 32 32
<3 Mean 1.29 4.57 2.20 4.04 2.84
N 111 111 111 111 111
3-6 Mean 1.33 4.18 2.73 4.2 2.49
N 65 65 65 65 65
6-9 Mean 1.71 3.64 2.96 3.66 2.94
Income N 431 431 431 431 431
in >9 Mean 1.63 3.92 2.40 3.79 3.18
Lakhs N 93 93 93 93 93
Interpretation
The above table gives the details about customers ranking for the purpose of purchasing of
Gems and Jewellery (Investment, Fashion, Festivals, Gifting and Occasions) based on
customers Age, Gender, Marital status and Income.
174
4.12 Influence of family & friends (WOM) on customers purchase
decision
Table No. 4.12 Influence of family & friends (WOM) on customers purchase
decision
Strongly Disagree 0 0
Disagree 0 0
Neutral 35 5
Agree 350 50
Strongly Agree 315 45
Total 700 100
Graph No. 4.36 Influence of family & friends (WOM) on customers purchase
decision
Influence of family and friends (WOM) on

customers purchase decision
0% 0% 5%
Strongly Disagree
Disagree
45%
Neutral
50% Agree
Strongly Agree
Interpretation
It is observed that 665 (95%) customers agree that, they have influence of family and
friends (WOM) on their purchase decision of Gems and Jewellery.
175
4.13 Influence of Promotional Strategies on Awareness and Consumer
Buying Decision
4.13.1 Source of Information (Advertisement) and its influence on

Consumer Buying Decision
Measurement tools: For Source of information/Awareness: Yes/No
For Influence on customer purchase decision: Five point scale method
(1-Never, 2-Rarely, 3-Sometimes, 4- Most of the times, 5-Always)
Table No. 4.13.1 Source of Information (Advertisement) and its influence on Consumer
Buying Decision
Advertisement Influence on Purchase Decision
Yes No
N % N % Mean
700 100 0 0 3.58

Advertisement on national T.V.
Advertisement on local T.V. 539 77 161 23 2.49
Advertisement on Radio 617 88.1 83 11.8 3.40
Advertisement on the Internet 564 80.6 136 19.4 2.82
Advertisement in newspapers 693 98.9 7 1 4.08
Advertisement on intercity billboards and

3.38
posters 658 94 42 5.9
Advertisement on brochures and booklets 549 78.2 151 21.6 2.91
Advertisement in movies 642 91.7 58 8.3 2.55
Average Mean 3.15
176
Graph No. 4.37 Advertisement – source of Information
Advertisement -Source of Information
8.3
Advertisement in movies
91.7
21.6
Advertisement on brochures and booklets
78.2
Advertisement on intercity billboards and 5.9

posters 94
1
Advertisement in newspapers
98.9
19.4
Advertisement on the Internet
80.6
11.8
Advertisement on Radio
88.1
23
Advertisement on local T.V.
77
0
Advertisement on national T.V.
100
0 20 40 60 80 100 120
Interpretation
The above table and graph shows that, advertisement on national Tv (100%) is the
major source of information for customers about Gems and Jewellery which is closely
followed by newspapers (98.9%), advertisement on intercity billboards & poster (94%)
and advertisement in movies (91.7%).
177
Graph No. 4.38 Influence of Advertisement on Customers Purchase Decision
Influence of Advertisement on Customers

Purchase Decision
Advertisement in movies 2.55
Advertisement on brochures and

2.91
booklets
Advertisement on intercity
3.38
billboards and posters
Advertisement in newspapers 4.08
Advertisement on the Internet 2.82
Advertisement on Radio 3.4
Advertisement on local T.V. 2.49
Advertisement on national T.V. 3.58
0 1 2 3 4 5
Interpretation
The above table and graph shows that, advertisement in newspapers (Mean 4.08) have
highest influence on customers purchase decision of Gems and Jewellery which is
closely followed by advertisement on national Tv (Mean 3.58), advertisement on radio
(Mean 3.4), advertisement on intercity billboards (Mean 3.38), advertisement on
brochures and pamphlets (Mean 2.91), advertisement on the internet (Mean 2.82),
advertisement in movies (Mean 2.55) and advertisement on local Tv (Mean 2.49).
178
4.13.2 Source of Information (Direct Marketing) and its influence on
Measurement tools: For Source of information/Awareness: Yes/No
For influence on customer purchase decision: Five point scale method (1-Never, 2-
Rarely, 3-Sometimes, 4- Most of the times, 5-Always)
Table No. 4.13.2 Source of Information (Direct Marketing) and its influence on
Influence on
Source of Information Purchase Decision
Yes No
N % N % Mean
Marketing through e-mail 35 5 665 95 2.25
Marketing through SMS 284 41 416 59.4 3.46
Marketing through Social Media 308 44 392 56 3.11
Telecalling 70 10 630 90 3.13
Average Mean 2.99
Graph No. 4.39 Direct marketing – Sources of Information
Direct marketing-source of information

50 44
40.5
40
30
20
10
10 5
0
Marketing Marketing Marketing Telecalling
through e-mail through SMS through Social
Media

Interpretation
It is observed from the above table and graph that, direct marketing through social
media (44%) and direct marketing through SMS (41%) are the major source of
information for customers about Gems and Jewellery.
179
Graph No. 4.40 Influence of Direct Marketing on Customers Purchase Decision
Influence of Direct Marketing on Customers

Purchasae Decision
4
3.46
3.5 3.11 3.13
3
2.5 2.25
2
1.5
1
0.5
0
Marketing Marketing Marketing Telecalling
through e-mail through SMS through Social
Media
Interpretation
The above table and graph shows that, direct marketing through SMS (3.46) have
highest influence on customers purchase decision of Gems and Jewellery which is
closely followed by tele calling (Mean 3.13), marketing through social media (Mean
3.11), and marketing through email (Mean 2.25).
180
4.13.3 Influence of Sales Promotional tools on Consumer Buying
Decision
Measurement tool: For usage: Yes/No
For influence on customers purchase decision: Five point scale method (1-Never, 2-
Table No. 4.41 Influence of Sales Promotional tools on Consumer Buying Decision
Influence
on
Purchase
Sales Promotional tools and its usage Decision
Yes No
N % N % Mean
Contests 45 6.42 655 93.58 2.54
Coupons 154 22 546 78 2.96
Prizes 15 2.14 685 97.86 2.89
Gifts 40 8.57 660 91.43 3.48
Offers 190 27 510 93 3.56
Average Mean 3.09
Graph No. 4.41 Sales Promotional tools and its usage
Sales promotional tools and its usage

30 27
25 22
20
15
10 8.57
6.42
5 2.14
0
Contests Coupons Prizes Gifts Offers
181
Interpretation
It is observed from the above table and graph that, maximum customers (27%) take
benefits of various Offers launched by Gems and Jewellery retailers as a sales
promotional tool followed by Coupons (22%), Gifts (8.57%), Contents (6.42%), and
Prizes (2.14%).
Graph No. 4.42 Influence of sales promotion on customers purchase decision
Influence of sales promotion on customers

purchase decision
4
3.48 3.56
3.5
2.96 2.89
3
2.54
2.5
1.5
0.5
0
Contests Coupons Prizes Gifts Offers
Interpretation
From the above table and graph it is observed that, sales promotion through various
Offers (Mean 3.56) have maximum influence on customers purchase decision followed
by Gifts (Mean 3.48), Coupons (Mean 2.96), Prizes (Mean 2.89) and Contests (Mean
2.54).
182
4.13.4 Other Promotional Schemes and its usage
Table No. 4.13.4Other Promotional Schemes and its usage

Influence on
Purchase
Other Promotional Schemes and its usage Decision
Yes No
N % N % Mean
Reward point schemes 87 12.42 613 87.58 3.30
Events/Programmes/Concert 98 14 602 86 3.05
Celebration on auspicious days 110 15.71 590 84.29 3.08
Graph No.4.43 Other Promotional Tools and its usage
Other Promotional Tools and Its Usage

18
15.71
16
14
14 12.42
12
10
8
6
4
2
0
Reward point schemes Events/Programmes/Concert Celebration on auspicious
days
Interpretation
The above table and graph shows that, 87 respondents (12.42%) are using the facility
of reward point schemes, 98 respondents (14%) have attended various
events/Programmes /concerts organized by Gems and Jewellery retailers 110
respondents (15.71%) have participated in retailer’s celebration on auspicious days.
183
Graph No. 4.44 Influence of other promotional schemes on consumers purchase
decision
Influence of other promotional schemes on

consumers purchase decision
3.35
3.3
3.3
3.25
3.2
3.15
3.1 3.08
3.05
3.05
2.95
2.9
Reward point schemes Events/Programmes/Concert Celebration on auspicious
days
Interpretation
The above table and graph shows that, reward point schemes (Mean3.3) have good
influence on customers purchase decision as compared to celebration on auspicious
days (Mean3.08) and events/programmes/concerts (Mean 3.05).
184
4.13.5 Overall Influence of Promotional tools on Consumer Buying
Decision
Table No. 4.13.5 Overall Influence of Promotional tools on Consumer Buying Decision
Mean
Promotional tools
Advertisement 3.15
Direct Marketing 2.99
Sales Promotion 3.09
Average Mean
3.07
Graph No. 4.45 Influence of Promotional tools on Consumer Buying Decision
Influence of promotional tools on consumers

buying decision
3.2
3.15
3.15
3.09
3.1
3.05
2.99
3
2.95
2.9
Advertisement Direct Marketing Sales Promotion
Interpretation
It is observed from the above table and graph that, Advertisement (Mean 3.15) has
maximum influence on consumers buying decision followed by Sales promotion (Mean
3.09) and Direct Marketing (Mean 2.99).
185
4.14 Influence of Marketing Mix Strategies on Consumer Buying
Decision
Measurement tool: For usage: Yes/No
For Influence on customer purchase decision: Five point scale method (1-Never, 2-
4.14.1 Product Strategies
Table No. 4.14.1 Product Strategies
Product Strategies Respondents Mean

Product designs 658 3.46
Guarantee for purity of products 608 3.66
Product exchange facility 403 3.61
Product Packaging 700 2.58
Average Mean 3.58
Graph No. 4.46 Influence of Product Strategies on Consumer Buying Decision
Influence of Product Strategies on Consumer

Buying Decision
4 3.66 3.61
3.46
3.5
3 2.58
2.5
2
1.5
1
0.5
0
Product designs Guarantee for Product exchange Product Packaging
available purity of products facility
Interpretation
It can be said from the above table and graph, while purchasing Gems and Jewellery
when it comes to product strategies, customers get influenced more by Guarantee for
purity of products (Mean 3.66) followed by Product exchange facility (Mean 3.61),
Product designs available (Mean 3.46).
186
4.14.2 Pricing Strategies
Table No. 4.14.2 Pricing Strategies

Pricing Strategies Respondents Mean
Discounts provided by the retailers 141 3.57
Jewellery purchasing plans? (e.g. installment
purchasing schemes) 221 3.59
Price tags for the products to provide
information 142 3.24
Discount vouchers 199 3.59
Average Mean 3.50
Graph No. 4.47 Influence of Pricing Strategies on Consumer Buying Decision
Influence of Pricing Stratgies on Consumer

Buying Decision
3.7 3.59 3.59
3.57
3.6
3.5
3.4
3.3 3.24
3.2
3.1
3
Discounts Jewellery Price tags for the Discount
provided by the purchasing products to vouchers
retailers plans(e.g. provide
installment information
purchasing
schemes)
Interpretation
It can be said from the above table and graph that, when it comes to pricing strategies
customers get influenced more by Jewellery purchasing plans (Mean 3.59) and
Discount vouchers (Mean 3.59) followed by Discounts (Mean 3.57) and Price tags
(Mean 3.24).
187
4.14.3 Place/Distribution Strategies
Table No. 4.14.3 Place/Distribution Strategies

Place/Distribution Strategies Respondents Mean
 Exclusive Outlet 700 3.8
 Outlet within malls 160 1.5
Online Distribution
 On retailers own Web portals 73 2.3
 Through other portals 40 3.3
Home Delivery Service 12 2.9

Average Mean 2.76
Graph No. 4.48 Influence of distribution strategies on consumer buying decision
Influence of distribution strategies on consumer

buying decision
4 3.8
3.5 3.3
2.9
3
2.5 2.3
2 1.5
1.5
1
0.5
0
Exclusive Outlet Outlet within On retailers own Through other Home Delivery
malls Web portals portals Service
Interpretation
It can be said from the above table and graph that, customers get influenced to purchase
jewellery from retailer’s exclusive outlets (Mean 3.8) as compared to outlet within
malls (Mean 1.5). Customers also prefer to purchase it from other companies’ portals
(Mean 3.3) as compared to retailers own portals (Mean 2.3). Customers are also
influenced to purchase jewellery if home delivery is provided by the retailer (Mean2.9)
188
4.14.4 Influence of Marketing Mix (4Ps) Strategies on Consumer
Buying Decision
Table No. 4.14.4 Influence of Marketing Mix (4Ps) Strategies on Consumer Buying
Decision
Influence on Consumer
Marketing Mix Strategies (4P’s) Buying Decision
Product Strategies 3.58
Pricing Strategies 3.5
Place/Distribution Strategies 2.76
Promotional Strategies 3.07
Graph No. 4.49 Influence of marketing mix strategies on consumers buying decision
Influence of marketing mix strategies on

consumers buying decision
4
3.58 3.5
3.5
3.07
3 2.76
2.5
1.5
0.5
0
Product Strategies Pricing Strategies Place/Distribution Promotional
Strategies Strategies
Interpretation
It is observed from the above table and graph that Product strategies (Mean 3.58) has
maximum influence on consumer buying decision closely followed by Pricing
strategies (Mean 3.5), Promotional strategies (Mean 3.07) and distribution strategies
(Mean 3.07)
189
4.14.5 Influence of Marketing Mix Strategies (3Ps) on Consumer
Buying Decision
Table No. 4.14.5 Influence of Marketing Mix Strategies (3Ps) on Consumer Buying
Decision
Influence on Consumer
Marketing Mix Strategies (3 P’s) Buying Decision
People (Employee service) 3.48
Process 3.31
Physical Evidence (Interior and exterior
facilities) 3.12
Graph No. 4.50 Influence of 3Ps on Consumer Buying Decision
Influence of 3Ps on Consumer Buying Decision

3.6
3.48
3.5
3.4
3.31
3.3
3.2
3.12
3.1
2.9
People-Employee service Process Physical Evidence-
Interior and exterior
facilities
Interpretation
It can be said from the above table and graph that in 3 extended Ps People has more
influence on consumer buying decision as the mean identified is 3.48 followed by
Process (Mean 3.31) and Physical evidence (Mean 3.12).
190
4.15 Influence of Celebrity on Consumer Buying Decision
Measurement tool: Five point scale method (1-Strongly disagree, 2-Disagree, 3-
Neutral, 4-Agree, 5- Strongly Agree)
4.15.1 Age wise influence of Celebrity on Consumer Buying Decision

Table No. 4.15.1 Age wise influence of Celebrity on Consumer Buying Decision
21- 30 N 30
Mean 3.28
31-40 N 564
Mean 3.15
Age
41-50 N 73
Mean 3.45
>51 N 33
Mean 3.24
Graph No. 4.51 Celebrity influence on consumer buying decision-AGE
Celebrity Influence on Consumer Buying

Decision - Age
3.5
3.45
3.45
3.4
3.35
3.3 3.28
3.24
3.25
3.2
3.15
3.15
3.1
3.05
3
21 - 30 31 - 40 41 - 50 >51
Interpretation
The above table and graph shows that influence of celebrity is slightly higher in the age
group 41-50 (Mean-3.45) as compared to other age groups.
191
4.15.2 Income wise influence of Celebrity on Consumer Buying
Decision
Table No. 4.15.2 Income wise influence of Celebrity on Consumer Buying Decision
<3 N 111
Mean 3.33
3-6 N 65
Mean 3.25
Income in Lakhs
6-9 N 431
Mean 3.21
>9 N 93
Mean 3.22
Graph No. 4.52 Celebrity Influence on Consumer Buying Decision- Income
Celebrity influence on consumer buying

decision-INCOME
3.36 3.33
3.34
3.32
3.3
3.28 3.25
3.26
3.24 3.22
3.21
3.22
3.2
3.18
3.16
3.14
<3 3_6 6_9 >9
Income in Lakhs
Interpretation
The above table and graph shows that, influence of celebrity is slightly higher in the
income group <3 lakhs (Mean-3.33) as compared to other income groups.
192
4.15.3 Gender wise influence of Celebrity on Consumer Buying
Decision
Table No. 4.15.3 Gender wise influence of Celebrity on Consumer Buying Decision
Female N 487
Mean 3.31
Gender
Male N 213
Mean 3.28
Graph No. 4.53 Celebrity influence on consumer buying decision-GENDER
Celebrity Influence on Consumer Buying

Decision-Gender
3.315
3.31
3.31
3.305
3.3
3.295
3.29
3.285
3.28
3.28
3.275
3.27
3.265
Male Female
Interpretation
The above table and graph shows that, influence of celebrity is slightly higher in Female
category (Mean-3.31) as compared to male category (Mean-3.28)
193
4.15.4 Marital Status wise influence of Celebrity on Consumer Buying
Decision
Table No. 4.15.4 Marital Status wise influence of Celebrity on Consumer Buying
Decision
Married N 668
Mean 2.96
Marital Status
Unmarried N 32
Mean 3.32
Graph No. 4.54 Celebrity influence on consumer buying decision-Marital Status
Celebrity influence on consumer buying

decision-Marital Status
3.4 3.32
3.3
3.2
3.1
3 2.96
2.9
2.8
2.7
MARRIED UNMARRIED
Marital Status
Interpretation
The above table and graph shows that, influence of celebrity is slightly higher in
unmarried people (Mean-3.32) as compared to married people (Mean-2.96).
194
4.16 Brand Loyalty
4.16.1 Brand Loyalty- Brand Switching
Table No. 4.16.1 Brand Loyalty- Brand Switching
Never 31 4.4
Sometimes 600 85.7
Always 69 9.9
Total 700 100

4.16.2 Brand loyalty- Brand Switching Behaviour
Table No. 4.16.2Brand loyalty- Brand Switching Behaviour
Brand loyalty- Brand Switching Behaviour
Mean
Measurement too: 3 point scale method (1-Never, 2- Sometimes,

3- Always) 2.05
Graph No. 4.55 Brand loyalty- Brand Switching Behaviour
Brand Loyalty- Brand Switching Behaviour

100
85.7
80
60
40
20 9.9
4.4
0
Never Sometimes Always

Interpretation
It is observed from the above table and graph that, only 31 (4.4%) customers have not
changed their Gems and Jewellery retailer’s brand, 600 (85.7%) customers are changing
their Gems and Jewellery retailers brand sometimes and 69 (9.9%) are always changing
Gems and Jewellery retailers brand.
195
4.17 Customers prefer to see products in different retail outlets before
purchase
Table No. 4.17 Customers prefer to see products in different retail outlets before
purchase decision
Yes 432 61.7
No 268 38.3
Total 700 100

Graph No. 4.56 Customers prefer to see products before purchase in different outlets
Customers prefer to see products before

purchase in different outlets
38%
Yes
No
62%
Interpretation
It is observed from the above table and graph that, 432 (61.7%) customers prefer to see
Gems and Jewellery products in different retail outlets before purchase decision and
268 (38.3%) customers directly purchase the jewellery from specific outlet.
196
4.18 Online Purchase
4.18.1 Customers purchasing online jewellery
Table No. 4.18.1 Online Purchase
Yes 42 6
No 658 94
Total 700 100
Graph No. 4.57 Online Purchase
Online Purchase
6%
Yes
No
94%

Interpretation
It is observed from the above table and graph that, only 42 (6%) customers preferred to
purchase Gems and Jewellery products online.
4.18.2 Satisfaction level of online purchase

Table No. 4.18.2 Satisfaction level of online purchase
Mean
Measurement tool: Five point scale method (1-Highly
dissatisfied, 2- Dissatisfied, 3- Neutral, 4- Satisfied, 5- Highly 0.74
satisfied)
Interpretation
From the above table we can say that, customers are highly dissatisfied (Mean 0.74)
from their online purchase of Gems and Jewellery.
197
4.19 Customers reading Gems and Jewellery Magazines
Table No. 4.19 Customers reading Gems and Jewellery Magazines

Yes 35 5
No 665 95
Total 700 100

Graph 4.58 Customers reading Gems and Jewellery Magazines
Customers Reading Gems and Jewellery

Magzines
5%
Yes
No
95%
Interpretation
From the above table and graph it is observed that, only 35 (5%) customers prefer to
read Gems and Jewellery magazines.
198
4.20 Customers Referring Gems and Jewellery websites
Table No. 4.20Customers referring Gems and Jewellery websites

Yes 73 10.42
No 627 89.57
Total 700 100

Graph No. 4.59 Customer referring Gems and Jewellery websites
Customers refering Gems and Jewellery

Websites
10%
Yes
No
90%
Interpretation
From the above table and graph it is observed that, only 73 (10.42 %) customers refer
websites of Gems and Jewellery retailers.
199
4.21 Customer’s opinion about Gems and Jewellery Purchase
Measurement tool: Five point scale method (1- Strongly Disagree, 2-Disagree,
3-Neither agree nor disagree,4-disagree,4-Agree, 5-Strongly Agree)
Table No. 4.21 Customer’s opinion about Gems and Jewellery Purchase
Customers Opinion Mean

Increase in price doesn’t affects my jewellery purchase decision 3.48
Jewellery gives good returns on investment 3.07
High priced jewellery means high quality 3.20
Location of the shop is more important than products. 1.98
Price comparison is essential while purchasing jewellry 3.29
I also buys jewellery from unknown shops 2.18
I purchase only hallmark certified jewellery 4.26
Graph No. 4.60 Customers opinion about Gems & Jewellery
Customers opinion about Gems & Jewellery

4.5 4.26
4
3.48
3.5 3.2 3.29
3.07
3
2.5 2.18
1.98
2
1.5
1
0.5
0
Increase in Jewellery High priced Location of Price I also buys I purchase
price gives good jewellery the shop is comparison jewellery only
doesn’t returns on means high more is essential from hallmark
affects my investment quality important while unknown certified
jewellery than purchasing shops jewellery
purchase products. jewellery
decision
200
Interpretation
From the above table and graph we can say that, customers prefer to buy jewellery even
there is an increase in price (Mean 3.48). Customers strongly prefer to purchase only
hallmark certified ornaments (4.26).Customers don’t take a chance of purchasing
jewellery from unfamiliar shop (Mean 2.18). Locations of the shop have least priority
to customers than products (Mean 1.98). Some customers feel that high price means
high quality (Mean 3.2). Customers also do price comparison when they go for
shopping (Mean 3.29). Some customers also purchase jewellery because they believes
that it gives good returns (Mean 3.07)
201
4.22 Customers preferring purchasing Gems and Jewellery also from
Unorganized Gems and Jewellery retailers
Table No. 4.22 Customers preferring purchasing Gems and Jewellery also from
Yes 580 82.6

No 120 17.4
Total 700 100
Graph No. 4.61 Customers preferring Purchasing Gems and Jewellery also
from Sarafs (Unorganized retailers’)
Customers preferring Gems and Jewellery

also from unorganized retailers (Sarafs)
17%
Yes
No
83%
Interpretation
From the above table and graph it is observed that, most of the customers (82.6%) area
purchasing Gems and Jewellery from unorganized retailers/Sarafs .It also means that,
120 (17.4%) customers prefer to purchase Gems and Jewellery only from organized
retailers.
202
4.23 Ranking for the reasons of purchasing Gems and Jewellery from
Measurement tool: Ranking preference 1 to 4
Table No. 4.23 Ranking for the reasons of purchasing Gems and Jewellery from
Unorganized Retailers
Mean Rank
Easily available 2.02 2
More trustworthy 1.99 1
Saves tax on purchase 2.16 4
Traditional family Goldsmiths 2.08 3
Graph No. 4.62 Ranking for the reasons of purchasing Gems and Jewellery from
Ranking for the reasons of purchasing Gems and

Jewellery from unorganized retailers
2.2 2.16
2.15
2.08
2.1
2.05 2.02
1.99
2
1.95
1.9
Easily available More trustworthy Saves tax on Traditional
purchase family
Goldsmiths
Interpretation
In the above table and graph customers has given their ranking for the reasons of
purchasing Gems and Jewellery from unorganized retailers/Sarafs. It is identified that
customers prefer to purchase Gems and Jewellery from unorganized retailers because
they feel that, unorganized retailers are more trustworthy (Mean 1.99) followed by they
are easily available (Mean 2.02), they are traditional family goldsmiths (Mean 2.08)
and purchasing jewellery from unorganized retailers saves tax. (Mean 2.16).
203
4.24 Top 5 Gems and Jewellery Retailers in Pune city
Table No. 4.24 Top 5 Gems and Jewellery Retailers in Pune city
Gems and Jewellery Respondents Percentage
Retailers
P.N. Gadgil 686 98
Ranka Jewellers 628 90
Tanishq 596 85
Kalyan Jewellers 550 79
Gitanjali jewellers 395 56
Graph No. 4.63 Top 5 Gems and Jewellery Retailers in Pune city
Top 5 Gems and Jewellery retailers in

Pune city
120
98
100 90
85
79
80
56
60
40
20
0
P.N. Gadgil Ranka Tanishq Kalyan Gitanjali
Jewellers Jewellers jewellers
Interpretation
The above table and graph clearly denotes the top five Gems and Jewellery retailers in
Pune city. 98% customers said that P.N.Gadgil is amongst the top 5 Gems and jewellery
retailers in the city followed by Ranka Jewellers (90%), Tanishq (85%), Kalyan
Jewellers (79%) and Gitanjali Jewellers (56%).
204
OBJECTIVE: 5
 To identify service gaps in customer expectations and customer
experience

4. 25 Service gaps in customer expectations and customer experience
Measurement tool: Five point scale method
For Customer Expectations- (1-Never, 2- Rarely, 3-Sometimes, 4- Most of the times,
5-Always)
For Customer Experience- (1-Highly dissatisfied, 2- Dissatisfied, 3- Neutral, 4-
Satisfied, 5- Highly satisfied)
Table No. 4. 25 Service gaps in customer expectations and customer experience

Expected Experienced GAP
Mean Mean
Service Quality Parameters
Right Quality 4.65 3.98 0.67
Attractive physical Aspects 4.51 3.69 0.82
Reliability 4.41 3.98 0.44
Customer care service 4.39 4.08 0.31
Credit/Debit card facility 4.38 3.64 0.75
Parking facility 4.37 3.71 0.66
Trained service people 4.17 4.01 0.17
Average Mean 4.41 3.87 0.54
Other Gaps
Availability of wider choice / selection
of merchandise 4.62 4.27 0.35
Convenient location 4.45 3.69 0.76
205
Graph No. 4.64 Service gap in Customers Expectations and Customers Experience
Service Gap in Customers Expectations and

Customers Experience
5 4.65
4.51 4.41 4.39 4.38 4.37
4.5 4.08 4.17
3.98 3.98 4.01
4 3.69 3.64 3.71
3.5
2.5
1.5
0.82 0.75
1 0.67 0.66
0.44
0.31
0.5 0.17
0
Right Quality Attractive Reliability Customer Credit/Debit Parking Trained
physical and care service card facility facility service
Aspects Transparency people
in service
Expected Mean Experienced Mean GAP
Graph No. 4.65 Average Service Gap in Customer Expectation and Customer Experience
Service Gap in Customer Expectation and

Customer Experience
5
4.41
4.5
3.87
4
3.5
3
2.5
2
1.5
1
0.54
0.5
0
Expected Mean Experienced Mean GAP
206
Interpretation
The above table and graph shows service gaps in customer expectations and customer
experience. The researcher has asked customers about their expectations and experience
on five point scale method. It is observed that, there is very little gap between what
customer expects from Gems and Jewellery retailers and what he actually perceived
(Gap- 0.54).
The service gap is highest in physical aspects (Gap-0.82), followed by credit/debit card
facility (Gap-0.75), right quality (Gap-0.67), parking facility (Gap-0.66), reliability and
transparency in service (Gap-0.44), customer care service (Gap-0.31) and lowest in
trained service people (Gap-0.17).
Gaps for availability of wider choice of products (Gap-0.35) and convenient location
(Gap-0.76) are also identified.
207
OBJECTIVE:7
 To analyze the importance of Customer Relationship
Management in Gems and Jewellery retailing.
4.26 Customer Relationship Management

4.26.1 Requirement of CRM practices in Gems and Jewellery Sector
Table No. 4.26.1 Requirement of CRM practices in Gems and Jewellery Sector
Requirement of CRM practices in Gems and Organized Unorganized
Jewellery Sector Retailers Retailers
Five point scale method (1-Strongly disagree, 2-
Disagree, 3- Neutral, 4-Agree, 5- Strongly 4.72 4.23
Agree)
Graph No. 4.66Requirement of CRM practices in Gems and Jewellery Sector
Retailers opinion about requirement of

CRM practices
4.8 4.72
4.7
4.6
4.5
4.4
4.3 4.23
4.2
4.1
4
3.9
Interpretation
It is observed that, both organized and unorganized retailers strongly feels that CRM
practices are necessary in Gems and Jewellery sector as the mean comes 4.72 and 4.23
respectively on five point scaling method.
208
4.26.2 Retailers Ranking for CRM tools
Measurement tool: Ranking (1 high….6 low)
Table No. 4.26.2 Retailers Ranking for CRM tools

CRM tools 0 1 2 3 4 5 6
N % N % N % N % N
% N % N %
Coupons 4 16 7 28 7 28 7 28
Membership
12 48 13 52
Cards
Festival Offers 8 32 1 4 3 12 7 28 6 24
After Sale
1 4 3 12 14 56 7 28
Service
Gifts 1 4 10 40 7 28 7 28
Regular follow-
up through
5 20 9 36 11 44
SMS,Telecalling
etc.
Interpretation
The above table shows the Gems and Jewellery retailers ranking for CRM tools. It is
observed that, most of the retailers (48%) have given first rank to membership cards
as a preferable Customer Relationship Management tool, 325 for festival offers, 28%
for coupons & 20 % for regular following through SMS & Telephone conservations.
209
4.26.3 Retailer’s opinion about need of CRM
Table No 4.26.3 Retailer’s opinion about need of CRM
Retailers Retailers
CRM helps to build customer loyalty
4.72 4.08
CRM attract new customers

3.76 1.29
Graph No. 4.67 Retailer’s opinion about need of CRM
Retailers opininon about need of CRM

5 4.72
4.08
4 3.76
2
1.29
1
0
CRM helps to build customer loyalty
CRM attract new customers
Interpretation
The above table and graph shows the Gems and Jewellery retailer’s opinion about need
of CRM based on customer loyalty and customer attraction. It is observed that both
organized retailers (Mean 4.72) and unorganized retailers (Mean 4.08) do agree that
CRM helps to build customer loyalty, & attract new customer. Organized retailers also
agree on the statement that, CRM helps to attract new customers (Mean 3.76), but
unorganized retailers don’t think that CRM helps in attracting new customers (Mean
1.29).
210
4.26.4 Customers opinion about CRM tools used by Gems and
Jewellery retailers to be get connected with them
Measurement tool: Yes, No
Table No. 4.26.4 Customers opinion about CRM tools used by Gems and
Jewellery retailers
CRM Respondents Percentage
E-mail 15 2.14
SMS 140 20
Social Media 14 2
Telecalling 42 6
Total 211 30.14
Graph No. 4. 68 Customers opinion about CRM tools used by Gems and
Jewellery retailers
Customers opinion about CRM tools used by

Gems and Jewellery retailers
160
140
140
120
100
80
60 42
40
15 14
20
0
E-mail SMS Social Media Telecalling
Interpretation
The above table and graph shows that, only 30.14% customers had communications by
Gems and Jewellery retailers specially for them. Most of them (20%) received
communications through SMS, followed by Telecalling (6%), Email (2.14), and Social
Media (2%).
211
4.26.5 Customers opinion about frequency of CRM tools used by Gems
& Jewellery retailers
Measurement tool: 1-Rarely, 2-Most of the times, 3- Always
Table No. 4.26.5 Customers opinion about frequency of CRM tools used by Gems
&Jewellery retailers
CRM Mean
E-mail 1.2
SMS 2.1
Social Media 1.1
Telecalling 1.6
Graph No. 4.69 Customers opinion about frequency of CRM tools used by Gems &
Jewellery retailers
Customers opinion about frequency of CRM

tools used by Gems & Jewellery retailers
2.5
2.1
2
1.6
1.5 1.2 1.1
1
0.5
0
E-mail SMS Social Media Telecalling
Interpretation
The above table and graph shows that, the frequency of SMS (2.1) as a CRM tool used
to be get connected with customers is higher as compared to other tools, Telecalling
(1.6), Email (1.2) and Social Media (1.1).
212
4.26.6 CRM facilities used by Customers
Table No. 4.26.6 CRM facilities used by Customers
Respondents Percentage
Coupons 14 2
Membership cards 33 4.71
Festival offers 11 1.6
After sales service 54 7.71
Gifts 19 2.71
Other 3 .43
Total 134 19.16
Graph No. 4.70 CRM facilities used by Customers
CRM facilities used by Customers

60 54
50
40
33
30
19
20 14
11
10
3
0
Coupons Membership Festival offers After sales Gifts Other
cards service
Interpretation
The above table and graph shows CRM facilities used by customers. It is observed that
only 134 (19.16%) customers out of total sample size 700 (100%) used CRM facilities
provided by Gems and Jewellery retailers. Out of this maximum customers (20%) used
after sales services.
213
4.26.7 Customers Ranking for CRM Practices
Table No. 4.26.7 Customers Ranking for CRM Practices

Rank
CRM Practices Mean
Coupons 3.60 5
Membership cards 2.54 1
Festival offers 2.55 2
After sales service 2.98 3
Gifts 3 4
Graph No. 4.71 Customers Ranking for CRM Practices
Customers Ranking for CRM Practices

4
3.6
3.5
2.98 3
3
2.54 2.55
2.5
1.5
0.5
0
Coupons Membership Festival offers After sales Gifts
cards service
Interpretation
The above table and graph gives customers preference of ranking for CRM practices of
Gems and Jewellery retailers. It can be seen that, membership cards provided by
retailers is the first preferable CRM tool of customers as the mean comes 2.54 followed
by festival offers (Mean 2.55), after sales service (Mean 2.98), gifts (Mean 3) and
coupons (Mean 3.6)
214
Objective: 8
 To develop framework of Marketing Strategies which will be
effective for the retailers.
The researcher has developed two frameworks of marketing strategies based on primary
and secondary data studied in the present research. These frameworks will help Gems
and Jewellery retailers in revenue generation.
Figure No. 4.1 Framework of Marketing Strategies Model-1
(Source – Generated by Researcher)
The above marketing strategy model shows the relationship between marketing
strategies, consumer buying process and brand equity.
215
Figure No. 4.2 Framework of Marketing Strategies Model-2
(Source – Generated by Researcher)
The above marketing strategy model explains that Gems and Jewellery retailers needs
to develop new marketing strategies with the help of research and then they have to
implement the same in their business.
216
HYPOTHESIS TESTING
HYPOTHESIS: 1
Null Hypothesis (Ho): Marketing strategies don’t have influence on consumer

buying decision of Gems & Jewellery.
Alternative Hypothesis (Ha): Marketing strategies have influence on consumer
buying decision of Gems & Jewellery.
The researcher has applied Z test to check influence of Marketing Strategies on
consumer buying decision of Gems & Jewellery.
4.27 Influence of Marketing Strategies on Consumer Buying Decision

4.27.1 Influence of Marketing Strategies on Consumer Buying Decision
Statistical Test- Z Test
Table No. 4.27.1 Influence of Marketing Strategies on Consumer Buying Decision
N Mea Std. Z Test df P
Marketing n Devi Value Value Null
Strategies ation Hypothesis
Product Strategies
Product designs Rejected
available 658 3.46 1.304 9.146 657 0
Guarantee for Rejected
purity of products 608 3.66 1.159 14.231 607 0
Product exchange
facility 403 3.61 1.087 11.312 402 0 Rejected
Pricing Strategies
Discounts provided Rejected
by the retailers 141 3.57 1.493 4.566 140 0
Jewellery Rejected
purchasing plans
221 3.59 1.419 6.207 220 0
Price tags for the Rejected
products to provide
information 142 3.24 1.180 2.489 141 0.014
217
Discount vouchers 199 3.59 1.150 7.271 198 0 Rejected
Place/Distribution
Strategies
Exclusive Outlet 700 3.8 1.208 12.43 699 0 Rejected
Outlet within Rejected

malls 160 1.5 1.415 4.230 159 0
On retailers own Rejected
Web portals 73 2.3 1.186 3.008 72 0
Through other Rejected
portals 40 3.3 1.364 4.361 39 0.017
Home Delivery Rejected
Service 12 2.9 1.254 7.152 11 0.013
Promotional
Strategies
Advertisement 700 3.15 0.96 12.13 699 0 Rejected
Direct Marketing 693 2.99 1.1 8.70 692 0 Rejected
Sales Promotion 376 3.09 1.40 9.86 375 0 Rejected
People Employee
service 700 3.48 1.17 9.75 699 0 Rejected
Process 700 3.31 1.10 9.23 699 0 Rejected
Physical Evidence
Interior and exterior
facilities 700 3.12 0.95 9.10 699 0 Rejected
Facilities Life time
maintenance
facility on Cannot be computed because the sum of case weights is
purchased products less than or equal 1
Free insurance
coverage on Cannot be computed because the sum of case weights is
purchased products less than or equal 1
218
4.27.2 Influence of Other Promotional tools on Consumer Buying Decision
Statistical Test- Z Test
Table No. 4.27.2 Influence of Other Promotional tools on Consumer Buying Decision
Other N Mean Std. Z Test df P

Promotional Devia Value Valu Null
tools tion e Hypothesis
Reward point
schemes 136 3.308 1.092 3.298 135 0.001 Rejected
Events/progra
mmers/Concert 98 3.051 1.187 0.425 97 0.671 Accepted
Lucky draw
contest 87 2.781 1.10 1.845 86 0.069 Accepted
Celebration on
auspicious days 110 3.081 1.15 0.741 109 0.46 Accepted
Conclusion:
 The researcher has checked influence of marketing strategies on consumer

buying decision of Gems & Jewellery based on Product strategies, Pricing
strategies, Promotional strategies, People, Process, Physical evidence and other
facilities.
 Since the P value is less than 0.05 for almost all the practices, the Null
hypothesis, ‘Marketing Strategies don’t have influence on consumer buying
decision of Gems & Jewellery’ is rejected at 5% level of significance.
 Therefore the alternative hypothesis ‘Marketing strategies have strong influence
on consumer buying decision of Gems & Jewellery’ is accepted at 5% level of
significance.
 But it is also observed that the null hypothesis that
Events/Programmes/Concerts, Lucky draw contest and celebration on
auspicious days don’t have influence on consumer buying decision is accepted
as the P value is more than 0.05 at 5% level of significance.
219
HYPOTHESIS: 2
Null Hypothesis (Ho): There is no relation between marketing strategies and

revenue generated by Gems and Jewellery retailers.
Alternative Hypothesis (Ha): Marketing strategies & revenue generated by Gems
&Jewellery Retailers are positively co-related.
The researcher applied t Test to check relationship between marketing strategies and
revenue generated by Gems and Jewellery retailers.
4.28 Relationship between Marketing Strategies and Revenue

Generation
Statistical test: t Test
Table No. 4.28 Relationship between Marketing Strategies and Revenue Generation
N Mean Std. t Test df P
Devia Value Value
Null
Marketing Strategies tion
Hypothesis
Product Strategies
Do you have your in-
24.58
house product designs of 25 4.84 0.374 24 0
8
Gems and Jewellery? Rejected
Do you use hallmark
certified ornaments to 28.34
25 4.88 0.332 24 0
improve your product 2
quality? Rejected
Do you provide
22.04
guarantee for purity of 25 4.8 0.408 24 0
5
products? Rejected
Do you have product
25 4.28 0.891 7.185 24 0
exchange facility? Rejected
Pricing Strategies
Do you provide 11.78
16 4.19 0.403 15 0
discounts to customers, 3 Rejected
220
if they buy in bulk
(larger quantity)?
Do you have jewellery
purchasing plans?(e.g. 16.73
25 4.64 0.49 24 0
installment purchasing 8
schemes) Rejected
Do you use price tags for
the products to provide
information to the 25 1.8 0.764 7.856 24 0
customer and to save
time? Rejected
Do you provide discount
vouchers to the 16 2.88 1.31 0.382 15 0.708
customers? Accepted
Place/Distribution
Strategies
Exclusive Outlet 16.24
25 4.56 0.47 24 0
8 Rejected
Outlet within malls 11.85
8 4.2 0.41 7 0
0 Rejected
On retailers own Web
25 1.2 0.814 7.450 24 0
portals Rejected
Through other portals 12 1.2 0.741 8.651 11 0 Rejected
Home Delivery Service 4 1.4 1.482 0.415 3 0.895 Accepted
Promotional Strategies
Do you have reward
point schemes for 22 3.95 1.09 4.107 21 0.001
customers? Rejected
Have you ever used
22 3.36 1.177 1.449 21 0.162
lucky draw contest? Accepted
Do you celebrate
auspicious days in you 25 3.68 0.852 3.989 24 0.001
retail outlets? Rejected
221
Do you call celebrities 14.42
25 4.64 0.569 24 0
on auspicious days? 1 Rejected
Do you provide gift
25 2.56 0.917 2.4 24 0.024
vouchers to customers? Rejected
Do you have association
25 2.32 0.852 3.989 24 0.001
with Tv programs? Rejected
Have you ever sponsored
25 2.32 0.852 3.989 24 0.001
for movies? Rejected
People- Are your
employees well trained
24.58
to provide quality 25 4.84 0.374 24 0
8
service to the
customers? Rejected
Process-Are all the
services provided by
25 4.6 0.5 16 24 0
you easily accessible to
the customer? Rejected
Physical Evidence-Do
you maintain interior
25 4.6 0.5 16 24 0
and exterior facilities on
regular basis? Rejected
Other Facilities-Do you
provide Life time Cannot be computed because the sum of case weights is
maintenance facility to less than or equal 1
customers?
Do you provide free
Cannot be computed because the sum of case weights is
insurance coverage on
less than or equal 1
Gems and Jewellery?
222
Conclusion:
 The researcher has checked relationship between marketing strategies and

revenue generated by of Gems & Jewellery retailers based on Product strategies,
Pricing strategies, Promotional strategies, People, Process, Physical evidence
and other facilities.
 Since the P value is less than 0.05 for almost all the practices, the Null
hypothesis, ‘There is no relation between marketing strategies and revenue
generated by Gems and Jewellery retailers’ is rejected at 5% level of
significance.
 Therefore the alternative hypothesis ‘Marketing strategies & revenue generated
by Gems & Jewellery Retailers are positively co-related’ is accepted at 5% level
of significance.
 But it is also observed that, the null hypothesis that there is no relationship
between marketing strategies and revenue generation w.r.t. providing discount
vouchers to customers, home delivery service and organizing lucky draw
contest is accepted as the P value is more than 0.05 at 5% level of significance.
223
HYPOTHESIS:3
Null Hypothesis (H0): There is no relationship between marketing strategies &

brand equity.
Alternative Hypothesis (Ha): There is a positive relationship between marketing
strategies & brand equity.
The researcher has applied Binomial test, t Test and Chi square test to check the
relationship between marketing strategies and brand equity.
4.29 Relationship between Marketing Strategies & Brand Equity

4.29.1 Advertising Strategies and Brand Awareness
Statistical Test: Binomial Test
Table No.4.29.1 Advertising Strategies and Brand Awareness
Catego N Observ Test P Null

Advertising ry ed Prop. Value Hypothesis
Strategies Prop.
Advertisement on Rejected
national T.V. Yes 1 700 1 0.5 0
Advertisement on Yes 1 539 0.77 Rejected
local T.V. No 0 161 0.23 0.5 0
Radio No 0 82 0.12 0.5 0
the Internet No 0 135 0.19 0.5 0
Advertisement in Rejected
Yes 1 693 0.99
newspapers and
magazines
No 0 7 0.01 0.5 0
intercity Yes 1 660 0.94
billboards and
posters No 0 40 0.06 0.5 0
224
Yes 1 549 0.78
brochures and
booklets No 0 151 0.22 0.5 0
Advertisement in Yes 1 642 0.92 Rejected
movies No 0 58 0.08 0.5 0
4.29.2 Direct Marketing Strategies and Brand Awareness

Statistical Test: Binomial Test
Table No. 4.29.2 Direct Marketing Strategies and Brand Awareness
Direct Cate N Observ Test P Null

Marketing gory ed Pro Valu Hypothesis
Strategies Prop. p. e
Marketing Ye Rejected
through e-mail s 1 597 0.85
No 0 103 0.15 0.5 0
through SMS s 0 416 0.59
No 1 284 0.41 0.5 0

through Social s 0 392 0.56
Media No 1 308 0.44 0.5 0
Telecalling Ye Rejected
s 0 392 0.56
No 1 308 0.44 0.5 0
225
4.29.3 Public Relation and Brand Image
Statistical Test: t Test
Table No. 4.29.3 Public Relation and Brand Image
N Mean Std. t Test df P Null

Public Relation Deviation Value Value Hypothesis
Seminars/forums 700 3.3886 1.33 7.705 699 0 Rejected
Giving Rejected
interviews to
700 2.3743 1.28 12.862 699 0
newspapers and
mass media
Taking part in Rejected
charities and
700 2.7586 1.26 5.041 699 0
making
donations
Publishing Rejected
weekly/ monthly
700 3.6471 1.29 13.19 699 0
newsletters
about products
4.29.4 Brand Loyalty

Statistical Test: Chi Square Test
Table No. 4.29.4 Brand Loyalty
Brand Observed Expected Null
Loyalty N N Chi- Hypothesi
Square df P Value s
Never 29 233.3 Rejected
Sometimes 600 233.3
1.389 3 0
Always 71 233.3
Total 700 700
226
4.29.5 Importance of Brand Equity Elements
Statistical Test: t –Test
Table No. 4.29.5 Importance of Brand Equity Elements
N Mea Std. t Test df P Null

Brand Equity n Devi Value Value Hypothesi
Elements ation s
It helps in creating Rejected

brand awareness 700 4.06 0.842 33.53 699 0
brand image 700 4.28 0.620 54.59 699 0
IT helps in Rejected
maintaining brand
loyalty 700 4.46 0.553 70.17 699 0
brand association 700 4.21 0.685 46.92 699 0
Conclusion:
 The researcher has studied the relationship between marketing strategies and
brand equity w.r.t. advertising strategies and brand awareness, direct marketing
strategies and brand awareness, public relations and brand image, brand loyalty,
importance of brand equity elements.
 Since the P value is less than 0.05 for all the relationships, the Null hypothesis
‘There is no relationship between marketing strategies & brand equity’ is
rejected at 5% level of significance. Therefore the alternative hypothesis ‘There
is a positive relationship between marketing strategies & brand equity’ is
accepted at 5% level of significance.
227
HYPOTHESIS: 4
Null Hypothesis (Ho): All promotional tools have equal influence on consumer
purchase decision.
Alternative Hypothesis (Ha): Advertisement has more influence on consumers
purchase decision as compared to other promotional tools.
The researcher has applied one way ANOVA test to check the influence of promotional
tools on consumers purchase decision.
4.30 Promotional tools and its Influence on Consumer Buying Decision

Statistical Test: One Way ANOVA
Table No. 4.30.1 Promotional tools and its influence on consumer buying decision
N Mean Std. Std. Error
Promotional tools Deviation
Advertisement 700 3.15 0.96 0.04

Direct Marketing 693 2.99 1.1 0.04
Sales Promotion 376 3.09 1.40 0.07
Total 1769 3.07 1.13 0.03
Table No. 4.30.2 Promotional tools and its influence on consumer buying decision
One way ANOVA

Sum of df Mean F S Null
Average Squares Square Hypothesis
Between Groups 8.051549 2 4.025775 Rejected
3.188113
Within Groups 2230.008 1766 1.262745 0.041
Total 2238.06 1768
228
Conclusion:
 Here the researcher has studied major three promotional tools Advertisement,
Sales Promotion and Direct Marketing.
 Since the P value is 0.041 (less than 0.05) the Null hypothesis, ‘All promotional
tools have equal influence on consumer purchase decision’ is rejected at 5%
level of significance.
 Therefore the alternative hypothesis , ‘Advertisement have more influence on
consumer purchase decision as compared to other promotional tools’ is accepted
at 5% level of significance.
229
HYPOTHESIS: 5
Null Hypothesis (Ho): There is no gap between actual & expected levels of
customers in service quality.
Alternative Hypothesis (Ha): There is a gap between actual & expected levels of
customers in service quality.
The researcher has applied Z test to check the gap between existing and expected levels
of customers.
4.31 Gap between Actual & Expected levels of Customers in Service

Quality
Table No. 4.31 Gap between actual & expected levels of customers in service quality.
Mean Std. Z test df P
Null
Deviation Value Value
Hypothesis
Right Quality
Expected 4.65 0.479

Perceived
3.98 0.734 21.677 699 0 Rejected
Attractive
Physical Aspects
Expected 4.5 0.5
Perceived 3.68 0.66 26.437 699 0 Rejected
Reliability and
Transparency in
service
Expected 4.41 0.492
Customer Care
Service
Expected 4.38 0.487
230
Credit/Debit card
facility
Expected 4.39 0.488
Parking facility
Expected 4.37 0.512

Trained service
people
Expected 4.17 0.3796
Perceived 4 0.7235 5.673 699 0 Rejected
Convenient
location
Expected 4.44 0.5
Conclusion:
 Here the researcher has studied the gap for right quality, physical aspects,
reliability, customer care service, parking facility, credit/debit card facility,
employee service etc.
 Since the P value is less than 0.05 for all services, the Null hypothesis ‘There is
no gap between & expected levels of customers in service quality’ is rejected
at 5% level of significance.
 Therefore the alternative hypothesis ‘There is a gap between actual & expected
levels of customers in service quality’ is accepted at 5% level of significance.
231
HYPOTHESIS: 6
Null Hypothesis (Ho): There is no association between product launch by Gems

and Jewellery retailers and customers purchase decision.
Alternative Hypothesis (Ha): There is an association between product launch by
Gems and Jewellery retailers and customers purchase decision.
The researcher has applied chi square test to check the association between first
preferable occasion of product launch by Gems and Jewellery retailers and first
preferable occasion for customers purchase decision.
4.32 Association between product launch and customers purchase

decision
4.32.1 Association between product launch of silver coins and customers purchase
decision
Table No. 4.32.1 Association between product launch of silver coins and customers
purchase decision
Retailer Customer Chi-
P Null
Occasions/ Square df
Value Hypothesis
Festivals Value
Diwali 19 210
76.00% 51.10%
Silver Dasara 6 63
Coins 24.00% 15.30%
AkshayTritiya 0 133
12.297 3 0.006 Rejected
0.00% 32.40%
Other
Occasions 0 5
0.00% 1.20%
Total 25 411
232
4.32.2 Association between product launch of silver pendent and customers
purchase decision
Table No. 4.32.2 Association between product launch of silver pendent and customers
purchase decision

P Null
Value Hypothesis
Festivals Value
Diwali 19 78
76.00% 20.80%
Dasara 6 74
24.00% 19.70%
Akshay
Tritiya 0 46
Silver 0.00% 12.30%
Pendent Gudipadawa 0 45
0.00% 12.00%
44.529 6 0 Rejected
New Year 0 93
0.00% 24.80%
Wedding
Season 0 21
0.00% 5.60%
Other
Occasions 0 18
0.00% 4.80%
Total 25 375
233
4.32.3 Association between product launch of other silver jewellery and customers
purchase decision
Table No. 4.32.3 Association between product launch of other silver jewellery and

P Null
Value Hypothesis
Festivals Value
Diwali 15 21
60.00% 13.30%
Dasara 2 20
8.00% 12.70%
Akshay
Tritiya 0 23
Other 0.00% 14.60%
Silver Gudipadawa 0 6
Jewellery
0.00% 3.80%
34.295 6 0 Rejected
New Year 0 15
0.00% 9.50%
Wedding
Season 4 56
16.00% 35.40%
Other
Occasions 4 17
16.00% 10.80%
Total 25 158
234
4.32.4 Association between product launch of gold coins and customers purchase
decision
Table No. 4.32.4 Association between product launch of gold coins and customers
purchase decision

P Null
Value Hypothesis
Festivals Value
Diwali 19 4
76.00% 4.40%
Dasara 6 19
24.00% 20.90%
Gold Gudipadawa 0 19
Coins 0.00% 20.90%
New Year 0 34
0.00% 37.40% 69.485 5 0 Rejected
Wedding
Season 0 6
0.00% 6.60%
Other
Occasions 0 9
0.00% 9.90%
Total 25 91
235
4.32.5 Association between product launch of gold biscuits and customers purchase
decision
Table No. 4.32.5 Association between product launch of gold biscuits and customers
purchase decision
Retaile Custome Chi-

P Null
r r Squar d
Valu Hypothesi
e f
e s
Value
Gold Diwali 19 8
Biscuit 76.00% 56.20%
s Dasara 6 2
24.00% 1.60%
19.461 2 0 Rejected
Gudipadaw
a 0 4
0.00% 43.20%
Total 25 14
236
4.32.6 Association between product launch of gold rings and customers purchase
decision
Table No. 4.32.6 Association between product launch of gold rings and customers
purchase decision

P Null
Value Hypothesis
Festivals Value
Diwali 11 64
44.00% 9.90%
Dasara 0 29
0.00% 4.50%
AkshayTritiya 0 39
0.00% 6.00%
Gold
Gudipadawa 0 34
Rings
0.00% 5.20%
New Year 0 13 31.485 6 0 Rejected
0.00% 2.00%
Wedding
Season 14 433
56.00% 66.70%
Other
Occasions 0 37
0.00% 5.70%
Total 25 649
237
4.32.7 Association between product launch of gold earrings and customers
purchase decision
Table No. 4.32.7 Association between product launch of gold earrings and customers
purchase decision

P Null
Value Hypothesis
Festivals Value
Diwali 9 54
36.00% 7.20%
Dasara 0 26
0.00% 3.90%
AkshayTritiya 0 38
0.00% 5.70%
Gudipadawa 0 24
Gold 0.00% 3.60%
Earrings New Year 0 11 30.957 7 0 Rejected
0.00% 1.60%
Wedding
Season 16 448
64.00% 66.90%
Other
Occasions 0 69
0.00% 10.30%
Total 25 670
238
4.32.8 Association between product launch of gold pendent and customers
purchase decision
Table No. 4.32.8 Association between product launch of gold pendent and customers
purchase decision

P Null
Value Hypothesis
Festivals Value
Diwali 9 88
36.00% 13.20%
Dasara 0 33
0.00% 5.40%
Akshay
Tritiya 0 39
Gold 0.00% 6.40%
Pendent Gudipadawa 0 22
0.00% 3.60%
15.033 7 0.036 Rejected
New Year 0 13
0.00% 2.10%
Wedding
Season 16 382
64.00% 62.20%
Other
Occasions 0 37
0.00% 6.00%
Total 25 614
239
4.32.9 Association between product launch of diamonds and customers purchase
decision
Table No. 4.32.9 Association between product launch of diamonds and customers
purchase decision

P Null
Value Hypothesis
Festivals Value
Diwali 12 7
48.00% 7.60%
Dasara 0 19
0.00% 20.70%
Gudipadawa 0 9
Diamonds 0.00% 20.70%

New Year 0 13
0.00% 15.90% 69.195 5 0 Rejected
Wedding
Season 13 5
52.00% 5.40%
Other
Occasions 0 9
0.00% 9.80%
Total 25 62
240
4.32.10 Association between product launch of diamond rings and customers
purchase decision
Table No. 4.32.10 Association between product launch of diamond rings and customers
purchase decision

P Null
Value Hypothesis
Festivals Value
Diwali 12 8
48.00% 8.70%
Dasara 0 19
0.00% 20.70%
Gudipadawa 0 19
Diamond
0.00% 20.70%
Rings
New Year 0 32
0.00% 34.80% 66.939 5 0 Rejected
Wedding
Season 13 5
52.00% 5.40%
Other
Occasions 0 9
0.00% 9.80%
Total 25 92
241
4.32.11 Association between product launch of diamond earrings and customers
purchase decision
Table No. 4.32.11 Association between product launch of diamond earrings and

P Null
Occasions Square df
Value Hypothesis
/ Festivals Value
Diwali 12 6
48.00% 6.50%
Dasara 0 19
0.00% 20.70%
Gudipada
Diamond wa 0 19
Earrings 0.00% 20.70%
New Year 0 33
68.76 5 0 Rejected
0.00% 35.90%
Wedding
Season 13 6
52.00% 6.50%
Other
Occasions 0 9
0.00% 9.80%
Total 25 92
242
4.32.12 Association between product launch of diamond pendent and customers
purchase decision
Table No. 4.32.12 Association between product launch of diamond pendent and

P Null
Value Hypothesis
Festivals Value
Diwali 11 6
44.00% 6.60%
Dasara 0 19
0.00% 20.90%
Gudipadawa 0 19
Diamond
0.00% 20.90%
Pendent
New Year 0 33
0.00% 36.30% 71.246 5 0 Rejected
Wedding
Season 14 5
56.00% 5.50%
Other
Occasions 0 9
0.00% 9.90%
Total 25 91
243
4.32.13 Association between product launch of other diamond jewellery and
Table No. 4.32.13 Association between product launch of other diamond jewellery and

P Null
Value Hypothesis
Festivals Value
Diwali 12 24
48.00% 26.40%
Dasara 0 5
0.00% 5.50%
Akshay
Tritiya 0 9
Other 0.00% 9.90%
Diamond
Gudipadawa 0 9
Jewellery
0.00% 9.90%
24.036 6 0.001 Rejected
New Year 0 2
0.00% 2.20%
Wedding
Season 13 18
52.00% 19.80%
Other
Occasions 0 24
0.00% 26.40%
Total 25 91
244
4.32.14 Association between product launch of platinum jewellery and customers
purchase decision
Table No. 4.32.14 Association between product launch of platinum jewellery and
P Null
Value Hypothesis
Festivals Value
Diwali 17 0
68.00% 0.00%
Akshay
Platinum Tritiya 0 1
Jewellery 0.00% 3.80%

Wedding
38.688 3 0 Rejected
Season 8 5
32.00% 19.20%
Other
Occasions 0 20
0.00% 76.90%
Total 25 26
Conclusion:
 The researcher did the study of association between product launch by Gems
and Jewellery retailers and customers purchase decision based on various
product categories.
 Since the P value is less than 0.05 for association between product launch by
Gems and Jewellery retailers for all product categories (excluding other gold
jewellery category) and customers buying decision, the Null hypothesis ‘There
is no association between product launch by Gems and Jewellery retailers and
customers purchase decision’ is rejected at 5% level of significance.
 Therefore the alternative hypothesis ‘There is an association between product
launch by Gems and Jewellery retailers and customers purchase decision’ is
accepted at 5% level of significance.
245
HYPOTHESIS: 7
Null Hypothesis (Ho): Organized Gems and Jewellery retailers and Unorganized
Gems and Jewellery retailers use equal marketing practices.
Alternative Hypothesis (Ha): Organized Gems and Jewellery retailers use more
marketing practices than Unorganized Gems and Jewellery retailers.
The Researcher applied Chi Square test to check marketing practices used by organized
and unorganized retailers.
4.33 Comparison of Marketing Practices of Organized and
Unorganized Gems and Jewellery Retailers
4.33.1 Comparison of Product Strategies
Table No. 4.33.1 Comparison of Product Strategies
In house product designs of Gems and Jewellery
Yes No Chi
P Null
Square df
Value Hypothesis
Total Value
Organized
Retailer 25 0 25
100% 0 100%
12.127a 1 0 Rejected
Unorganized
Retailer 33 19 52
1 0 1
Use of hallmark certified ornaments to improve product quality
Yes No Chi
P Null
Square df
Value Hypothesis
Total Value
Organized
Retailer 25 0 25
100% 0.00% 100%
9.710a 1 0.002 Rejected
Unorganized
Retailer 36 16 52
69.20% 30.80% 100%
246
Providing guarantee for purity of products
Yes Total
Organized
Retailer 25 25
100% 100%
Unorganized
Retailer 52 52
100% 100%
Providing Product exchange facility
Yes No Chi
P Null
Square df
Value Hypothesis
Total Value
Organized
Retailer 25 0 25
100% 0.00% 100%
4.563 1 0.033 Rejected
Unorganized
Retailer 41 11 52
78.80% 21.20% 100%
4.33.2 Comparison of Pricing Strategies

Table No. 4.33.2 Comparison of Pricing Strategies
Providing Discounts to customers, if they buy in bulk
Yes No Chi
P Null
Square df
Value Hypothesis
Total Value
Organized
Retailer 16 9 25
4.975 1 0.026 Rejected
64.00 36.00
% % 100%
247
Unorganized
Retailer 46 6 52
88.50 11.50
% % 100%
Providing Jewellery purchasing plans (e.g. installment purchasing schemes)
Yes No Chi
P Null
Square df
Value Hypothesis
Total Value
Organized
Retailer 25 0 25
100% 0.00% 100%
77.000 1 0 Rejected
Unorganized
Retailer 0 52 52
0.00% 100% 100%
Using price tags on the products to provide Information
Yes No Chi
P Null
Square df
Value Hypothesis
Total Value
Organized
Retailer 25 0 25
100.00 100.0
% 0.00% 0%
21.154 1 0 Rejected
Unorganized
Retailer 24 28 52
53.80 100.0
46.20% % 0%
Providing discount vouchers to the customers
Yes No Chi
P Null
Square df
Value Hypothesis
Total Value
Organized
42.009 1 0 Rejected
Retailer 16 9 25
248
36.00
64.00% % 100%
Unorganized
Retailer 0 52 52
0.00% 100% 100%
4.33.3 Comparison of Promotional Strategies
Table No. 4.33.3 Comparison of Promotional Strategies

Providing reward point schemes for customers
Yes No Total Chi df P Null
Square Value Hypothesis
Value
Organized 22 3 25 64.064 1 0 Rejected
Retailer
88.00% 12.00% 100%
Unorganized 0 52 52
Retailer
0.00% 100% 100%
Organizing events/concert for customers
Value
Retailer
84.00% 16.00% 100%
Unorganized 0 52 52
Retailer
0.00% 100% 100%
Organizing lucky draw contest
Value
Retailer
88.00% 12.00% 100%
Unorganized 9 43 52
Retailer
17.30% 82.70% 100%
249
Celebrate auspicious days
Value
Retailer
100% 0.00% 100%
Unorganized 11 41 52
Retailer
21.20% 78.80% 100%
Calling celebrities on auspicious days
Value
Retailer
100% 0.00% 100%
Unorganized 10 42 52
Retailer
19.20% 80.80% 100%
Providing gift vouchers to customers
Value
Retailer
100% 0.00% 100%
Unorganized 0 52 52
Retailer
0.00% 100% 100%
Association with Tv programs
Value
Retailer
100% 0.00% 100%
Unorganized 0 52 52
Retailer
0.00% 100% 100%
250
4.33.4 Comparison of Advertising Strategies
Table No. 4.33.4 Comparison of Advertising Strategies
Advertising on national T.V.
Yes No Chi
P Null
Square df
Value Hypothesis
Total Value
Organized
Retailer 25 0 25
100.% 0% 100%
77 1 0 Rejected
Unorganized
Retailer 0 52 52
0% 100.% 100.%
Advertising on local T.V.
Yes No Chi
P Null
Square df
Value Hypothesis
Total Value
Organized
Retailer 0 25 25
0% 100% 100%
Unorganized 11.294 1 0.001 Rejected
Retailer 18 34 52
34.60
% 65.40% 100%
Advertising on Radio
Yes No Chi
P Null
Square df
Value Hypothesis
Total Value
Organized
Retailer 25 0 25
100% 0% 100% 52.058 1 0 Rejected
Unorganized
Retailer 7 45 52
251
13.50
% 86.50% 100%
Advertising on the Internet
Yes No Chi
P Null
Square df
Value Hypothesis
Total Value
Organized
Retailer 25 0 25
100
% 0% 100%
57.997 1 0 Rejected
Unorganized
Retailer 5 47 52
9.60
% 90.40% 100%
Advertising in newspapers and magazines
Yes No Chi
P Null
Square df
Value Hypothesis
Value
Organized
Retailer 25 0 25
100
% 0.00% 100%
27.764 1 0 Rejected
Unorganized
Retailer 19 33 52
36.50
% 63.50% 100%
Advertising on intercity billboards and posters
Yes No Chi
P Null
Square df
Value Hypothesis
Value
Organized
57.997 1 0 Rejected
Retailer 25 0 25
252
100
% 0.00% 100%
Unorganized
Retailer 5 47 52
9.60
% 90.40% 100%
Advertising on brochures and booklets
Yes No Chi
P Null
Square df
Value Hypothesis
Value
Organized
Retailer 25 0 25
100
% 0.00% 100%
Unorganized
77 1 0 Rejected
Retailer 0 52 52
0% 100% 100%
25 52 77
32.50
% 67.50% 100%
Advertising in movies
Yes No Chi
P Null
Square df
Value Hypothesis
Total Value
Organized
Retailer 25 0 25
100% 0% 100%
Unorganized 19.990 1 0 Rejected
Retailer 25 27 52
48.10
% 51.90% 100%
Transit Advertising (moving)
253
Yes No Chi
P Null
Square df
Value Hypothesis
Total Value
Organized
Retailer 25 0 25
100
% 0% 100%
32.505 1 0 Rejected
Unorganized
Retailer 16 36 52
30.8
0% 69.20% 100%
4.33.5 Comparison of Sales Promotion Strategies

Table No. 4.33.5 Comparison of Sales Promotion Strategies
Presenting promotional items/gifts
Yes No Chi
Square P Null
Total Value df Value Hypothesis
Organized
Retailer 25 0 25
100% 0% 100%
Unorganized
Retailer 0 52 52
0% 100% 100% 77.000 1 0 Rejected
Providing special discounts
Yes No Chi
Square P Null
Organized
Retailer 25 0 25
100% 0.00% 100%
Unorganized
Retailer 0 52 52 77.000 1 0 Rejected
254
0.00
% 100% 100%
Providing opportunity for exchange of goods along with discounts
Yes No Chi
Square P Null
Organized
Retailer 25 0 25
100% 0.00% 100%
Unorganized
Retailer 24 28 52
46.20 53.80
% % 100%
49 28 77
63.60 36.40 100.00
% % % 21.154 1 0 Rejected
Conclusion:
 The researcher did the comparative study of marketing practices followed by

Organized and Unorganized (Sarafs) Gems and Jewellery retailers based on
Product strategies, Pricing strategies, Promotional strategies, Advertising
strategies, and Sales Promotional strategies.
 Since the P value is less than 0.05 for all the practices, the Null hypothesis
‘Organized Gems and Jewellery retailers and Unorganized/Sarafs Gems and
Jewellery retailers use equal marketing practices’ is rejected at 5% level of
significance.
 Therefore, the alternative hypothesis ‘Organized Gems and Jewellery retailers
use more marketing practices than Unorganized/Sarafs Gems and Jewellery
retailers’ is accepted at 5% level of significance..
255

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CHAPTER 4

DATA ANALYSIS, DATA INTERPRETATION &

4.1 Demographic Analysis

Table No. 4.1.1 Age wise Classification of Respondents

Age Frequency Percentage

(Source: SPSS Output)

Graph No. 4.1.1 Age wise Classification of Respondents

(Source: Generated by researcher using SPSS output)

Table No. 4.1.2 Gender wise Classification of Respondents

Gender Frequency Percentage

Male 213 30.4

Female 487 69.6

Total 700 100

Graph No. 4.1.2 Gender wise Classification of Respondents

(Source: Generated by researcher using SPSS output)

Table No. 4.1.3 Marital Status of Respondents

(Source: SPSS Output)

Graph No. 4.1.3 Marital Status of Respondents

(Source: Generated by researcher using SPSS output)

Table No. 4.1.4 Education of Respondents

Education Frequency Percentage

(Source: SPSS output)

Graph No. 4.1.4 Education of Respondents

(Source: Generated by researcher using SPSS Output)

Table No. 4.1.5 Family Income of Respondents

FAMILY INCOME Frequency Percentage

Total 700 100

(Source: SPSS Output)

Graph No.4.1.5 Family Income of Respondents

9.3 Rs. 3,00,000 to Rs.

(Source: Generated by researcher using SPSS output)

Table No. 4.1.6 Profession of Respondents

Profession Frequency Percentage

(Source: SPSS Output)

Graph No. 4.1.6 Profession of Respondents

(Source: Generated by researcher using SPSS output)

Table No.4.2 Percentage of annual family income on expenditure of Gems and

% of expenditure Frequency Percentage

0-5 496 70.9

5-10 197 28.1

Total 700 100

Percentage of annual family income on

(Source: Generated by researcher using SPSS output)

Type of Jewellery Mean Rank

(Source: SPSS Output)

Ranking for the expenditure on

(Source: Generated by researcher using SPSS output)

 To Study the historical evolution of Gems & Jewellery Retailers in

 To analyze the development of Pune city for potential business of

 Pune is the cultural capital of Maharashtra. It is the second largest city in

Measurement tool: Five point scale method (1-Strongly disagree,

Changing life style of people 1.24 1

Increasing higher level income group 1.76 2

Developing infrastructure 3.12 3

Increasing overall retail business 3.88 4

(Source: SPSS Output)

Ranking for factors important for the growth of

(Source: Generated by researcher using SPSS output)

4.4.4 Plan for expansion of business by opening new branches in the

Measurement tool: Yes/No

Measurement tool: Five point scale method (1-Strongly disagree, 2-

(Source: SPSS Output)