LIST OF TABLES

Table Title of the Table Page

No. No.
1.2.1 Jewellery Purchasing Plans 14
1.2.2 Events sponsored by Gems & Jewellery Retailers 22
1.2.3 Brand ambassadors of Gems & Jewellery Organizations 23
1.2.4 CSR activities of Gems and Jewellery retailers 30
1.3.1 Scientific Information 39
1.3.2 Gold Purity and the Karat System 40
1.3.3 Important Organizations related with Gems and Jewellery 54
Sector
1.3.4 Clusters in Gems and Jewellery Industry in India 61
1.3.5 SWOT Analysis of Gems and Jewellery Retail Sector 63
1.3.6 Jewellery demand and Investment of India 64
1.3.7 Organized Gems and Jewellery retailers in Pune city 66
Unorganized Gems and Jewellery retailers in Pune city 67
1.3.8
2.1 Literature Review 69
3.1 Determining Sample Size for a Finite Population 94
3.2 Reliability Measure 103
3.3 Decision Rule 105
3.4 Research Design 109
4.1.1 Age wise Classification of Respondents 110
4.1.2 Gender wise Classification of Respondents 111
4.1.3 Marital Status of Respondents 112
4.1.4 Education of Respondents 113
4.1.5 Family Income of Respondents 114
4.1.6 Profession of Respondents 115
4.2 Percentage of annual family income on expenditure of Gems 116
and Jewellery
4.3 Ranking for the expenditure on Gems and Jewellery 117
4.4.1 Retailers opinion about Pune cities potential for the growth of 119
Gems and Jewellery business

4.4.2 Ranking for factors important for the growth of Gems and 119
Jewellery business

V
Table Title of the Table Page
No. No.
4.4.3 Plan for expansion of business by adding any new product 121
categories
4.4.4 Plan for expansion of business by opening new branches in 121
the city
4.5 Unorganized Retailers opinion about Pune cities Potential for 122
the growth of Gems and Jewellery business
4.6.1 Available Product Categories 123
4.6.2 Budget fixed for expenditure related to various marketing 124
practices
4.6.3 Environmental factors considered while designing marketing 125
strategies
4.6.4 Customization of the products (design the Jewellry) 127
according to customer requirement
4.6.5 Ranking for factors influencing retailers to introduce new- 128
schemes/ products
4.6.6 Importance of Product Strategies for Revenue Generation 129
4.6.7 Importance of Pricing Strategies for Revenue Generation 130
4.6.8 Importance of Distribution Strategies for Revenue Generation 131
4.6.9 Importance of Promotional Strategies for Revenue 132
Generation
4.6.10 Importance of Service Mix Strategies for Revenue 134
Generation
4.6.11 Retailers Ranking for Positioning Strategies of 135
Products/Services
4.6.12 Pricing Strategies of Organized Gems & Jewellery Retailers 136
4.6.13 Importance of location in the establishment of outlet 136
4.6.14 Ranking for retailers focus on Service Quality 137
4.6.15 Use of internet for marketing of products and services 138
4.6.16 Brand ambassador for organization 138
4.6.17 Celebrity Influence on customers purchase decision 139
4.6.18 Following initial communication/promises made while 139
selling the product

4.6.19 Providing Online purchasing facility to customers 140

4.6.20 Conducting Consumer Satisfaction Survey 140
4.6.21 Percentage of dissatisfied customers who actually file complaints 141

VI
Table Title of the Table Page
No. No.
4.8.10 Overall Effectiveness of Promotional strategies to increase 167
4.8.11 Overall Influence of Marketing Strategies on Revenue 169
Generation
4.9 Organized Retailers and Customers opinion about influence 171
of marketing strategies
4.10 Ranking for the Purpose of purchasing Gems &Jewellery 173
4.11 Cross tabulation for Ranking for the Purpose of purchasing 174
Gems &Jewellery
4.12 Influence of family & friends (WOM) on customers purchase 175
decision
4.13.1 Source of Information (Advertisement) and its influence on 176
Consumer Buying Decision
4.13.2 Source of Information (Direct Marketing) and its influence 179
on Consumer Buying Decision
4.13.3 Influence of Sales Promotional tools on Consumer Buying 181
Decision
4.13.4 Other Promotional Schemes and its usage 183
4.13.5 Overall Influence of Promotional tools on Consumer Buying 185
Decision
4.14.1 Product Strategies 186
4.14.2 Pricing Strategies 187
4.14.3 Place/Distribution Strategies 188
4.14.4 Influence of Marketing Mix (4Ps) Strategies on Consumer 189
Buying Decision
4.14.5 Influence of Marketing Mix Strategies (3Ps) on Consumer 190
Buying Decision
4.15.1 Age wise Influence of Celebrity on Consumer Buying 191
Decision

4.15.2 Income wise Influence of Celebrity on Consumer Buying 192

Decision

4.15.3 Gender wise Influence of Celebrity on Consumer Buying 193

Decision
4.15.4 Marital Status wise Influence of Celebrity on Consumer 194
Buying Decision
4.16.1 Brand Loyalty- Brand Switching 195

4.16.2 Brand loyalty- Brand Switching Behaviour 195

VII
Table Title of the Table Page
No. No.
4.17 Customer Prefer to see products in different retail outlets 196
before purchase decision
4.18.1 Online Purchase 197
4.18.2 Satisfaction level of Online purchase 197
4.19 Customers reading Gems and Jewellery Magazines 198
4.20 Customers Referring Gems and Jewellery websites 199
4.21 Customers opinion about Gems and Jewellery Purchase 200
4.22 Customers preferring purchasing Gems and Jewellery also 202
from unorganized retailers
4.23 Ranking for the reasons of purchasing Gems and Jewellery 203
from unorganized retailers
4.24 Top 5 Gems and Jewellery Retailers in Pune city 204
4. 25 Service Gaps in Customer Expectations and Customer 205
Experience
4.26.1 Requirement of CRM practices in Gems and Jewellery Sector 208
4.26.2 Retailers Ranking for CRM tools 209
4.26.3 Retailer’s opinion about need of CRM 210
4.26.4 Customers opinion about CRM tools used by Gems and 211
Jewellery retailers
4.26.5 Customers opinion about frequency of CRM tools used by 212
Gems & Jewellry retailers
4.26.6 CRM facilities used by Customers 213
4.26.7 Customers Ranking for CRM Practices 214
4.27.1 Influence of Marketing Strategies on Consumer Buying 217
Decision
4.27.2 Influence of Other Promotional tools on Consumer Buying 219
Decision
4.28 Relationship between Marketing Strategies and Revenue 220
Generation
4.29.1 Advertising Strategies and Brand Awareness 224

4.29.2 Direct Marketing Strategies and Brand Awareness 225

4.29.3 Public Relation and Brand Image 226

4.29.4 Brand Loyalty 226

VIII
Table Title of the Table Page
No. No.
4.29.5 Importance of Brand Equity Elements 227

4.30.1 Promotional tools and its influence on consumer buying 228

decision
4.30.2 Promotional tools and its influence on consumer buying 228
decision

4.31 Gap between actual & expected levels of customers in service 230
quality

4.32.1 Association between product launch of silver coins and 232

customers purchase decision
4.32.2 Association between product launch of silver pendent and 233
customers purchase decision
4.32.3 Association between product launch of other silver jewellery 234
and customers purchase decision
4.32.4 Association between product launch of gold coins and 235
customers purchase decision
4.32.5 Association between product launch of gold biscuits and 236
customers purchase decision
4.32.6 Association between product launch of gold rings and 237
customers purchase decision

4.32.7 Association between product launch of gold earrings and 238

customers purchase decision
4.32.8 Association between product launch of gold pendent and 239
customers purchase decision
4.32.9 Association between product launch of diamonds and 240
customers purchase decision
4.32.10 Association between product launch of diamond rings and 241
customers purchase decision

4.32.11 Association between product launch of diamond earrings and 242

customers purchase decision
4.32.12 Association between product launch of diamond pendent and 243
customers purchase decision

4.32.13 Association between product launch of other diamond 244

jewellery and customers purchase decision

IX
Table Title of the Table Page
No. No.
4.32.14 Association between product launch of platinum jewellery 245
and customers purchase decision
4.33.1 Comparison of Product Strategies 246
4.33.2 Comparison of Pricing Strategies 247
4.33.3 Comparison of Promotional Strategies 249