Sip Harshil

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jwellry sip project
MBA (Gujarat Technological University)
Studocu is not sponsored or endorsed by any college or university

Downloaded by Param Dhrangadhariya (paramdhrangadhariya1436@gmail.com)
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Summer internship project report

On
“consumer buying behaviour of diamond jewelry”
At
“jay bhavani jewelers”
Submitted to
Institute code: (736)
N.r.vekariya institute of business management studies, junagadh
Under the guidance of
(name of faculty )
(designation)
In partial fulfilment of the requirement of the award of the degree of
Master of business administration integrated (mba integrated)
Offered by
Gujarat technological university
Ahmedabad
Prepared by:
Ravliya pallavi
197360571049
Mba integrated (semester – vii)
Month & year:
(september ,2022)

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Student’s Declaration
I hereby declare that the Summer Internship Project Report “consumer buying
behaviour towards gold diamond jewelry ” in “ jay bhavani jewelers ” is a result of
my own work and my ebtedness to other work publications, references, if any, have
been duly Acknowledged. If I am found guilty of copying from any other report or
published Information and showing as my original work, or extending plagiarism
limit, I Understand that I shall be liable and punishable by the university, which may
Include Failing me in examination or any other punishment that university may Deem
fit.
Enrollment number Name Signature

197360571049 Ravliya pallavi
Place : Junagadh. Date : ……

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Institute certificate

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Plagiarism report

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Preface
The MBA Integrated curriculum is designed in such a way that student can get
extra knowledge and can get practical exposure to the corporate world in minimum
possible time. Business schools of today realize the importance knowledge over the
theoretical base.
The summer internship project report is necessary for fulfillment of MBA

Integrated and it provides an opportunity to the student in understanding the industry
with special emphasis on the development of skills in analyzing and interpreting
practical problem through the application of management theories and techniques. It
is new platform of learning through practical experience, which incorporates survey
and comparative analysis. It gives the learner an opportunity to relate the theory with
the practice, to test the validity and applicability of his/her classroom learning against
real life business situations.

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Acknowledgement
I sincerely thanks Professor …………..and Assistant Professor…….. and

professor………….Head of the Department of NRVIBMS for giving me this
wonderful opportunity of practical studies in the form of summer internship project
report.
My sincere thanks to Mr. Abhay Dholakiya and Mr. Nikunj Dholakiya, for
taking part in useful decision and giving necessary advices and guidance and arranged
all the facilities to make task casier.
I would like to thanks all the employees and of Jay Bhavani Jewelers who
supported me and guided me during the period of my project.

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Index
Sr Particular Page
no. no.
1 Declaration 2
2 Institute certificate 3
3 Preface 5
4 Acknowledgement 6
5 Industry overview 9
 Growth of industry 10
 Measure players of industry 12
6 Company overview 16
 History of company 17
 Vision, mision, objective 19
 Organization Structure 20
 Company profile 18
 Company location 18
 SWOT analysis 21
 Product of the company 22
7 Function department 23
 Personal department 23
 Finance department 23
 Production and operation 23
department
8 Review of literature 24
9 Research methodology 29
 Introduction of research 29
 Scope of limitations of study 30-31

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 Hypotheses 32
 Research design 34
 Data collection 36
 Sampling design 37
 Population 37
 Sample size 37
10 Data interpretation and analysis 38
11 Finding and suggestions 50-51
12 Conclusion 52
13 Bibliography 53
14 Annexure 54

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Industry overview
Growth of Jewelry industry

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The global jewelry market size was valued at USD 249.02 billion in 2021 and is
expected to expand at a compound annual growth rate (CAGR) of 8.5% from 2022 to 2030.
Increasing disposable income and innovative jewelry designs offered by manufacturers are
expected to drive the demand. Changing lifestyles and perceptions of jewelry as a status symbol
are expected to boost the growth of this market. COVID-19 has had a positive effect on jewelry
sales, with 30% of consumers in a recent poll reporting they purchased more jewelry during the
pandemic, according to a study from the supplier group, the Plumb Club. The survey entitled
“The Plumb Club Industry & Market Insights 2021” also noticed that 49% of consumers
bought as much jewelry as they always did, while 21% purchased less.
The increasing acceptance of jewelry among men is also propelling the growth
of the market. Products such as cufflinks, plain gold chains, tie bars, cartography
necklaces, and signet rings are some of the products commonly in demand among
men. A vast client base makes it possible for manufacturers to cater to a large market
and earn profits. The introduction of new designs and emerging fashion trends are
attracting customers and manufacturers are leveraging this frequent change in fashion
to design unique products to attract customers.
Bridal jewelry also plays a significant role in driving the market. In countries
like India, high expenditure on wedding ceremonies and celebrations is expected to
positively impact the market growth. Women are focusing on the latest trends when it
comes to jewelry and accessories. The availability of customization for such products
is an important factor among consumers and is likely to bode well for the market.
Additionally, rising awareness regarding the authenticity of the metals and gems used
in the jewelry pieces is driving the market. Manufacturers are not only adhering to
authenticity and quality standards but also educating consumers through advertising
campaigns.
Diamonds are becoming increasingly popular due to an increase in consumer

disposable income and spending capacity. Diamonds are considered to be one of the
earth’s most impressive natural materials due to their stunning attributes and are
perceived as a reflection of one’s financial status. The market for jewelry is also
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expected to witness significant growth via the online channel as major players are
focusing on using their websites to announce product launches, sales, and other
relevant information. However, rising e-commerce frauds and a lack of knowledge
about hallmarks on jewelry are expected to hinder the market growth.
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Major players of jewelry industry
Titan Company Ltd (Tanishq)
One of the top jewellery brands in India, Tanishq is a brand of Titan Company
which comes under the famous TATA Group. Tanishq is a subsidiary of the Titan
Company and it was founded in the year 1994. The company is headquartered in
Bangalore, Karnataka. Tanishq is known as India’s most trusted jewellery brand. The
company has 150+ retail outlets across the country. The company is the pioneer of
diamond, gold and platinum jewellery to a large extent widely.
Hari Krishna Exports Pvt Ltd
Hari Krishna Exports Pvt Ltd was founded in the year 1992. It is headquartered in
Bandra Kurla Complex, Mumbai India. It is offering a range of diamond and jewelry products.
It was established in 1992 by Savji Dholakia and his three brothers. It is one of the top 10
jewellers in India. It was started as a small-time diamond cutting and polishing unit in Surat
with a few employees and machines.
The company has launched Its own jewellery brand-KISNA. It is one of the best-
distributed jewellery brands in India. It is offering a range of pendants, bangles, nose pins,
necklaces, rings, earrings etc.
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Kalyan Jewellers India Ltd
Kalyan Jewelers was founded in the year 1993. It is headquartered in Thrissur,

Kerala. It was founded by T. S. Kalyanaraman. The company is owned by the famous
Kalyan Group. It is one of the largest jewellery store chain in India. The company has
made reputation of authentic Gold Jewellers and sells 100% Hallmarked Gold only.
They are also known for their mini-stores named as “My Kalyan Mini Stores”, which
sells affordable diamond jewellery with finest quality of diamonds. Their retail outlets
are present in 10 states in India and 1 in Kuwait and 3 in UAE. The company has
around 100 showrooms in India.
Kiran Gems Pvt Ltd
Kiran Gems Pvt Ltd is the world’s largest manufacturer of Diamonds. The
company was founded in 1985 and is headquartered in Mumbai, India. It is one of the
top 10 Jewellery companies in India. The company provides variety of diamonds and
precious stones.
Kiran Gems Ltd is India’s Premier Diamantaire with International reach and
reputation. The company supplies natural polished diamonds. The company has been
receiving top performance awards for 10 consecutive years from Gems and Jewellery
Export Promotion Council of India (GJEPC).
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Malabar Gold Pvt Ltd
Malabar Group was founded in 1993 by a team of enterprising entrepreneurs,

led by the visionary genius of Mr. M P Ahammed when he explored beyond his
immediate circle in the agri-corp industry to establish a jewellery trading company in
a historical city called Kozhikode. Since then, keeping alive the golden spirit of the
Brand, the Group has remained constant, in its successful forays nurtured by
expertise, vision and guidance, into a formidable business conglomerate. The HQ
(headquarters) of Malabar Group located in Kozhikode shines brightly as a beacon of
success for an empire built on Trust, Teamwork, and Goodwill.
PC Jeweller Ltd
PC Jeweller Ltd was founded in the year 2005. It is headquartered in New

Delhi, India. It has various showrooms across India. The company is offering gold
and diamond Jewelry. It has won various awards such as Best Showroom award for
Diamond Season by the B2C consultants, and brand architects in the year 2006. The
company stands tall in Jewellery market with 56 showrooms in 47 cities and 17 states.
Asian Star Company Ltd
Asian Star Company Ltd was established in 1971. It is one of the top 10
jewellery companies in India. The company deals with diamond manufacturing,
jewellery manufacturing and retailing, gold & platinum, and diamond studded
jewellery. Asian Star Company is an integrated diamond company. The company is
also engaged in cutting and polishing diamonds and studded jewellery. The company
offers jewellery design consultation to the customers at the company’s boutique to
cater to their specific requirements for special occasions.
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Rajesh Exports Ltd
Rajesh Exports Ltd was founded in the year 1995 and has its headquarters
located in Bangalore, India. It one of the top 10 jewellery companies in India which
refines, designs and sells gold and jewellery. The company is engaged in
manufacturing and marketing jewellery to consumers across the world. The company
offers gold medallions and gold buillon. It is also engaged in producing handmade
jewellery, casting jewellery, machines chains, stamped jewellery, studded jewellery,
tube jewellery and electro formed jewellery. The company sells gold & diamond
jewellery in retail through its branded retail jewelry chain stores under the brand name
of Shubh Jewellers.
Tribhovandas Bhimji Zaveri Ltd
Tribhovandas Bhimji Zaveri Ltd was founded in the year 1864 in Mumbai,
India. The company is known as one of the leading jewellery companies in India. The
company has about 37 showrooms in 23 cities across 11 states including Mumbai,
Delhi, Hyderabad, Kolkata and Rajkot.
Vaibhav Global Ltd
Vaibhav Global Ltd was founded in the year 1994. It is headquartered in

Jaipur, India. The company is a multi-national electronic retailer, wholesaler and
manufacturer of fashion jewellery and lifestyle accessories. The company operates
through wholesale business as a downstream manufacturing facility segment. The
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company offers a range of jewellery and non-jewellery products. The company has its
plants located in Jaipur and Mumbai.
Company overview
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History of company
“JAY BHAVANI JEWELERS”, a leading manufacturer and retailer situated in

India, has been established in the field of gold jewelry in the year 1948. The products
of the company are accepted in the domestic markets.
It Is very well located in Saurashtra region in Junagadh, Gujarat. It is one of

the Leading manufacturers, wholesaler and retailer possessing years of experience in
Fabricating authentic hallmarked jewelry including gold bangles, diamond necklace,
gold Mangal sutra, diamond bracelet and antique necklace that are artistic and elegant
in design.
“JAY BHAVANI JEWELERS” started manufacturing of antique gold jewelry

in the year 2003 and was first to bring the karigars from outside Gujarat in Junagadh
to start Manufacturing of antique gold jewelry.
“JAY BHAVANI JEWELERS”, is second highest manufacturer of gold

jewelry manufacturing plant. They have well designer persons hired for making
unique design for jewelry. They are only manufacturing hallmarked jewelry of 22k
gold and have very well reputation for their quality in the market.
They only focus on their goal towards achieving all the targets by providing
and Maintaining their quality, providing unique or masterpiece design and providing
all the Jewelry of hallmark only.
They have very well equipment’s for making some design of jewelry. They
have very experienced employees who is finishing the gold jewelry work called
“Karigars” for giving shapes of gold to make the piece of jewelry fully complete.
They are very expert in maintaining the finishing of the jewelry and fixing the
diamonds in the jewelry.
The prime agenda of "JAY BHAVANI JEWELERS" Is to provide highest

quality of products with finest purity and the aim of company is that “CUSTOMERS
SATISFACTION IS OUR PRIME MOTIVE”.
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Company information
Name Jay bhavani jewelers
Location Jay bhavani jewelers, Choksi bazar, near circle chowk

Junagadh – 362001
Phone no 0285 – 2623932 , 2650128
E-mail address Jaybhavani108@YAHOO.COM
Pan no AAHFJ9600L
GST no 24AAHFJ9600L1Z7
Year of establishment 1948
Firm type Partnership
Key persons Mr.Abhay Dholakiya
Mr.Nikunj Dholakiya
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Objective
The primary objective is to study and analyze various criteria is trend of the
diamond jewelry market for JAY BHAVANI JEWELERS, Junagadh,
 Objective of the studies
a. Primary Objective:
The primary objective of the study is “Trends of Diamond Jewelry”

because in today’s world there is much trend and day to day change in the design of
Jewelry and Jay Bhavani Jewelers would to enter into diamond jewelry market. So, by
this way we can find market of diamond jewelry and give the suggestions to the firm.
b. Secondary Objective:
 To study the consumer’s attitude, expectations and behavior patterns in

purchasing gold jewelry.
 To reveal the various factors influencing the purchase decision.
 To study the reasons for preferences towards jewelry as an investment.
 To analyze the level of brand awareness, brand preferences and brand loyalty
and how it correlates among the respondents
 To offer suggestions for the consumer purchasing behavior on jewelry in the

study area.
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Organization Structure
Ownership and management are the two main aspects on the basis of
which business Enterprise. Ownership can be gained by participating. In the process
of rising of capital different business organization can be mainly classified on the
basis of ownership.
“JAY BHAVANI JEWELLERS” is the partnership firm.
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SWOT analysis
Strength
 They have wide product range by increasing in focus in diamond
 Small and expert employee strength in the manufacturing units to focus on
producing new Jewellery products
Weakness
 Uncertainty in financial market fluctuations

 Tough competition in the market mean limited market share
Opportunities
 India has well established capabilities in manufacturing handmade jewellery

and traditional as well as modern designs because of low cost skilled labor
Threats
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 To enter into a new market, they have competition from local competitors,
retailers ,new demographics. Since these already established have a niche
understand of the customer preferences and choices.
Product of the Company
Jay Bhavani Jewelers is a manufacturing unit of antique gold jewelry and gold
jewelry and retailing showroom of gold and silver both. The products that is exporting
in all over India by Jay Bhavani Jewelers are Nose Pin, Ladies Ring. Jents Ring.
Earrings, Jumkha, Chain, Ladies Bracelet, Jents Bracelet, Bangles, Pendant Set, Short
Necklace, Long Necklace, Choker Sets, etc. We are purchasing gold bars from
reputed and well settled firm. All the products making charges and gold rates are
available with us at market leading prices.
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Functional department
 Personal department
The department in an organization dealing with matters involving

employees, as hiring, training, labor relations, and benefits.
 Finance department
Finance Department is the part of an organization that is responsible for

acquiring funds for the firm, managing funds within the organization and planning for
the expenditure of funds on various assets. It is the part of an organization that ensures
efficient financial management and financial control necessary to support all business
activities.
 Production and operation department
An operations department ensures that the production process is

completed from start to finish. These production processes need to line up
with the goals and functions of other departments within a company.
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Review of literature
A Study on Buying Behavior of Customers Towards Branded and

Non Branded Gold Jewelry with Reference to Kanyakumari
District
K.Asba.and Dr.S. Edound Christopher in their studies gold is

considered as a glamorous metal and as a symbol of status among people. In
this study research worker seeks to look into which factors that determinant
the behavior of consumers towards branded and non-branded jewelry
products. The objective of study is to get response about various factors
affecting buying behavior of jewelry products. Now a days there seen larger
brands witnessing an upward activity mainly due to factor such as increasing
consumer false belief, decreasing investment compulsive purchases,
fascinating retail channels and competition from other expensiveness products.
The analyses showed that consumers are reasonably aware of the branded
peoples who have forayed into the jewelry market and would like to purchase
branded jewelry in the near future.
Indian market is lavish with varied designs and offerings. Brand

management holds the key in the contemporary markets, particularly in Indian
markets because Indians are very traditional Customers are now want worth
for money as gold rates are heading north Gold was just a safe investment for
small-town people.
“International Journal of Management (IJM), Volume 5, Issue 10,

October (2014)”. ISSN 0976-6502.
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Av.Empirical Study of changing Ushavior in the Jewelry

Market
KumaraLMand Kumar. NT contributes to a deeper understanding of

the impact of different factors such as age, education and income on consumer
buying behavior in jewelry market with respect to Vijayawada city. It analyses
the relationship between age, education, income and consumer behavior
related to store preference in the jewelry market The data employed to analyze
the factors were obtain through a questionnaire that was conducted in April
2015 in Vijayawada a city in India. The prime reasons for the growth of
organized retailing are increase in the rate of literacy, growing middle class
penetration, highly disposable income, changing lifestyles of Indian
consumers. The success of the market or its failure depends on the purchase
behavior of customers. Hence in the present study an analysis of the changing
purchase behavior of consumers is undertaken in the Vijayawada city with
respect to jewelry market. The major findings of the study indicated that store
preference, age, education and annual income were associated with consumer
buying behavior.
“Journal of Accounting and Marketing, Volume 5, Issue 1, October

(2016).” ISSN 2168-9601.
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Understanding Consumer Buying Behavior of Jewelry: An

Exploratory Factor Analysis Study
Bhanwar Singh says that consumer buying decision making is dynamic

process which is not static in nature. Every individual contains different
psychology and family and social structure. It is very difficult to predict and
understand the behavior of individual in dynamic environment. Therefore, the
purpose of this research is to understand the consumer buying behavior of
jewelry. This research has conducted in Rohtak, Haryana from January to June
2018. A structure questionnaire has developed to collect the responses of
buyers of jewelry. Nineteen statements have been included in questionnaire
which is measured on five-point Likert scale. In this research, exploratory
factor analysis technique is used to extract the factors. This research
contributes four factors which can be help to understand in decision making
process of buyer of jewelry. These four factors are Perceived Quality,
Promotion and Payment Options, Locality of Shop/Outlet and
Recommendations.
“Research Review International Journal of Multidisciplinary, Volume

3, Issue 10, October (2018).”ISSN 2455 – 3085 (online).
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Other Review of Literature
BERAD. N.B. EL AL 2015) in their study “A comparative study on the

consumer’s preference towards jewelry in Nasik city identified that the factors
affecting directly to the customers are design, price, purity, image, variety,
display, service promotion & offers, family & friends. It was observed that
100% of the responded were aware about branded jewelry.
GOMATILY.C&DEVLY. (2015) says that, “A study on consumers

awarenin And perception about branded jewelry” examined that maximum
number of customers are aware of branded jewelry
MULKY AGELAL CIUS) in their study “Market entry strategy in

platinum jewelry category explored the 4’s p of marketing” found that the
jewelry market in India is booming with many peoples placed at different
points on the spectrum of price, quality, innovation and design.
RAWAL KR. (2015) in their research. “A study of consumer buying

behavior for purchasing of diamond jewelry from branded retailers determined
the factors influencing consumer buying behavior to select branded jewelry
products from branded outlets. This study helps to get an idea about the
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customer’s expectations, perceptions and attitudes of consumer towards

branded jewelry.
RAMACHANDRAN.K.K&KARTHICK.K.K.(20141 in their study.

“A study on the perception of customers towards branded jewelry found that
branded jewelry products have formed a sort of revolution in the field of
jewelry market. The main attraction of branded jewelry is that it has a unique
style of their own that differentiates them from unbranded jewelry
JYOTHI M.B.&KY.S.NBARU (2014) in their study, “An empirical

study on consumer preferences towards branded jewelry discovered that the
varieties, purity of the gold, brand image and its positioning in the market,
service provided, advertisement, brand familiarity, offers, promotional
schemes, celebrity endorsement, are the major factors which affect the
behavior of the consumers
ASUALK.&CURISTOPHER, S.E. (2014) in their research, “A study

on buying behavior of customers towards branded and non-branded gold
jewelry” found that most of the people buy gold jewelries for the marriages in
their family, wedding ceremony, anniversaries, baby birth, birthdays, festivals
and financial gains
VADEA.R&MALUOTRA. G.G. 2014) in their study, “customer

perception towards branded jewelry in India” investigated that the consumers
buying behavior also shows a shift from content to design in jewelry.
RAJIL KY & KUMAR, D.P. (2013) in their work. A study on

consumer preference on branded jewelry” found that the guiding factor behind
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buying jewelry is price, purity, design, variety, the brand image and influence
of family and friends.
“International Journal of Applied Research, Volume 3, Issue 1,

January – 2017.” ISSN 2394 – 7500.
Research methodology
 Introduction of research
Research is the pursuit of the truth wills the help of the study
observation. Experiment, comparison.
Research means defining and redefining the problems, formulating, the

hypothesis or Suggestion the solution, and also collecting, organizing and
evaluating the data.
 Research methodology
Research methodology is the specific procedure and techniques used to

identify, process, select and analyses the information of the topic. In the
research paper, the methodology section allows the readers to critically
evaluate a study overall validity and reliability. Research methodology is the
research procedure. It concern with following series.
(1) Research Design
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(2) Types of Research
(3) Collection of the data
(4) Sampling Techniques
(5) Sample Size
Scope of the study
 Scope of the study means the study that is carried out which
will become helpful in future.
 It will helpful to understand the awareness of various branded

jewelry among
 Consumers in the retail market of jewelry.
 To know the impact of branded jewelry towards consumer’s

purchase decision
 The price plays an important role in guiding consumer’s

purchase decision. Understanding retailers as a best medium of
selling branded jewelry.
 To study the need of education for consumers in reference to

branded jewelry
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Limitations of study
 The survey was conducted within the limited time period; so,
few limitations may be expected.
 The respondents personal bias may be another factor, which is

uncontrollable.
 The finding of the survey is strictly based on the responses of

the respondents. It is difficult to find the euthenics be true, so
we are assuming them to be true.
 Some of the customers were not at all interested in responding
 Accessibility was limited as the customers were not respondent

at a time.
 It was very difficult to explain the respondents about how to fill

the questionnaire and it took time for data.
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Hypotheses
A hypothesis, in a scientific context, is a testable statement about the

relationship between two or more variables or a proposed explanation for
some observed phenomenon. In a scientific experiment or study, the
hypothesis is a brief summation of the researcher’s prediction of the study
findings, which may be supported or not by the outcome. Hypothesis testing is
the core of the scientific method.
The researcher's prediction Is usually referred to as the alternative

hypothesis and any other outcome as the null hypothesis – basically, the
opposite outcome to what is predicted. A simple hypothesis might predict a
causal relationship between two variables, meaning that one has an effect on
the other.
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A complex hypothesis is similar to a simple one but includes two or

more independent variables or two or more dependent variables. The
hypothesis is what the researchers predict the relationship between two or
more variables, but it involves more than a guess. Most of the time, the
hypothesis begins with a question which is then explored through background
research. It is only at this point that researchers begin to develop a testable
hypothesis.
A Null hypothesis Is a hypothesis that says there is no statistical

significance between the two variables in the hypothesis. It is the hypothesis
that the researcher is trying to disprove.
An Alternative hypothesis simply is the inverse, or opposite, of the null

hypothesis. In an Alternative hypothesis that says there is statistical
significance between the two variables in the hypothesis. It is the hypothesis
that the researcher is trying to prove.
When the null hypothesis is true and you reject it, you make a type I
error. The probability of making a type I error is a, which is the level of
significance set for hypoiliesis test. An a of 0.05 indicates that you are willing
to accept a 5% chance that you are wrong when you reject the null hypothesis.
When the null hypothesis is false and you fail to reject it, you make a type II
error. The probability of making a type II error is B, which depends on the
power of the test.
Here, calculation of hypothesis of”the Jay Bhavani Jewelers

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1. Ho: Consumer Buying Behavior of jewelry items towards “Jay

Bhavani Jewelers” depends on various attributes not uniformly.
2. HI: Consumer Buying Behavior of jewelry items towards “Jay

Bhavani Jewelers” depends on various attributes uniformly.
Research design
Research design is defined as a framework of methods and techniques

chosen by a researcher to combine various components of research in a
reasonably logical manner so that research problem is efficiently handled. It
provides insights about “how” to conduct research using a particular
methodology.
The design of a research topic is used to explain the type of research

(experimental, survey, correlation, semi-experimental, review) and also its
sub-type (experimental design, research problem, descriptive case-study).
There are three main sections of research design: Data collection.
Measurement and analysis,
A research design Is all about the methods and the sequence which is
used gathering the information needed to solve the problems. It is overall
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frame, work of the project. The research design can be divided into five types
as under: -
1) Descriptive Research Design

2) Experimental Research Design
3) Correlational Research Design
4) Diagnostic Research Design
5) Explanatory Research Design
The research design should be free from bias and neutral so that the
opinions about the final evaluated scores and conclusion from multiple
individuals and consider those who agree with the derived results. It should
also be reliable so that the research conducted on regular basis, the researcher
involved expects similar results to be calculated every time. There are multiple
measuring tools available for research design but valid measuring tools are
those which help a researcher in results according to the objective of research.
The type of research is Descriptive Research Design.
In a descriptive research design, a researcher is solely interested in

describing the situation or case under his/her research study. It is theory-based
research design which is created by gather, analyze and presents collected
data. By implementing an in-depth research design such as this, a researcher
can provide insights into the why and how of research.
The survey report on “JAY BHAVANI JEWELERS Entering into

Diamond Jewelry Market” is prepared by getting the questionnaire filled by
the sample of 100 people. We have prepared questionnaire related to Diamond
Jewelry Market and been filled by 100 people to know their preference.
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Data collection
The data collection starts when a researcher problem has been
defined properly. There are mainly 2 types of data.
 Primary Data :
Primary data are those data, which is collected for the first time
and this happen to be original in character. Here primary data are
gathered by filling up questionnaires from customers.
A primary data source is an original data source, that is on

which the data are collected firsthand by the researcher for a specific
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research purpose or project. Primary data can be collected in a number

of ways. However, the most common techniques are self administered
surveys, interviews, field observation and experiments. Primary data
collection is quite expensive and time consuming compared to
secondary data collection. Primary data collection may be only suitable
method for some types of research.
 Secondary Data :
When the data are collected by someone else for a purpose

other than the researcher’s current project and has already undergone
the statistical analysis is called as secondary data.
The secondary data are readily available from other sources and
as such, there are no specific collection methods. The researcher can
obtain data from the sources both internal and external to the firm. The
secondary data can be both qualitative and quantitative. The qualitative
data can be obtained through newspaper, TV, interviews, transcripts,
etc. while the quantitative data can be obtained through a survey,
financial statements and statistics.
Sampling design
Simple random Sampling Method has been used for this study.
Sample Size
The market size of the JAY BHAVANI JEWELLERS is widely spread

in three states. So, it is not possible to get the preference of each and every
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customer. As it was a cross sectional survey sample size 50 are considered

adequate to allow the use of statistical tests:
Population
In the various fields of healthcare, a Population study is a study of a

group of individuals taken from the general population who share common
features, such as age, sex, of health condition. This group may be studied for
different reasons, such as their response to drug or risk of getting a disease.
All customers are of the “Jay Bhavani Jewelleres”.
Data interpretation and analysis
Here there is calculation of the sum with the help of Chi –Square test :
1. H⁰ : Consumer Buying Behaviour of jewelry items towards “

Jay Bhavani Jewelers ” depends on various attributes not
uniformly.
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2. H¹ : Consumer Buying Behaviour of jewelry items towards “

Jay Bhavani Jewelers ” depends on various attributes
uniformly.
3. Calculation of Test Statistic:-
Observe Expected
(O (O
Category frequency frequency (O -E)²/E
-E) -E)²
‘O’ ‘E’
Price,purity&
43 25 18 324 12.96
Quality of Gold
Good Image 21 25 -4 16 0.64
Patterns &Easy
25 25 0 0 0
Availability
Service Offered 11 25 -14 196 7.84
£((O-
Total 100 - - -
E)²/E)21.44
4. Level of SigniUcause:
At 5% level two tail test at 0.05 %.
Degree of Freedom: -
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Df = (k-1)
= (4-1)
Test= 3
X²æ = (3,0.05)
=7.815
5. Conclusion:
= X² > X²æ
= 21.44> 7.815
Therefore, Hi is selected and H. is rejected. It means that the Consumer

Buying Behavior towards “Jay Bhavani Jewelers” depends on various attributes is
uniformly means that there are different attributes affects to Jay Bhavani Jewelers
customer like Price, Purity & Quality of Gold, Good Image in the market, many New
Patterns and Easy Availability of the products and Service Offered to customers.
Q-1 Are you buy jewelry for ?
Investment = 12% Fashion = 16% Occasion = 44% Festival = 28%
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Here, chart represents that 12% people are buying jewelry for investment,
16% people are buying jewelry for fashion, 44% people are buying jewelry for
occasions and 28% people are buying jewelry in festivals because many people think
that purchasing of gold in some festivals like Diwali is good.
Q -2 Are you aware of the various jewelry brands available in the market ?
Yes = 86% No = 14%
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Here in this chart 86% of the customers are aware about various
jewelry brands available in the market and 14% customers are not aware about
the various jewelry brands. Today there is many brands available in the market
who is giving best offers and prices to the customers and also gives
advertisement in newspaper and tv and hoardings.
Q – 3 where do you prefer to buy jewelry ?
Branded Store = Traditional Family Jewelers = 78%
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22%
Here in this chart it shows that there is 22% of people who are buying
the jewelry from branded stores and 78% of people are buying jewelry from
their traditional family jewelers because in olden period people think to buy
gold from there relatively family shopkeepers is much better.
Q – 4 which attributes do attract you to purchase branded products ? Rank these

attributes in order of their importance to you.
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Brand name = Transparent = Price = Easy Availablity = Design =

13% 22% 12% 19% 34%
The chart represents that the customers attraction towards to purchase branded
products is design which contains 34% and it is the most important attribute because
if design is not attracted towards customers than they will not purchase, transparent
22%, Easy availability 19% and brand name 13%.
Q – 5 Have you bought any branded jewelry ?
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Yes = 26% No =
74%
This chart represents that 26% of customers have bought branded jewelry
from branded stores and 74% of customers have not yet bought the branded jewelry
because many peoples are believing to purchase the gold and silvers from their
traditional family jewelers.
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Q – 6 Are you familiar with “ Jay bhavani jewelers ” in junagadh?
No =
Yes = 83%
17%
This chart represents that in Junagadh district 83% of people are familiar with
Jay Bhavani Jewelers and 17% of people are not familiar with Jay Bhavani Jewelers
because they are not giving much advertisement and not offering offers to the
customers also.
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Q – 7 Do you prefer to buy jewelry from Jay Bhavani jewelers for Gifting
purpose?
Yes = 71% No =
29%
Here, in some occasions people buy jewelry as a gift purposes like baby born.
Relative’s marriages and birthday In this chart it represents that 71% of people are
also buying jewelry for gifting purposes and 29% of people are not buying jewelry for
any other reasons.
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Q – 8 How often do you purchase jewelry?
More than once a Monthly = Once every 6 Only on special Never =

month= 9% 12% months = 13% occasions = 64 % 2%
Here, in this chart it represents that most of the customers are buying jewelry
in some special occasions and its percentage is 64%, 9% people are buying jewelry
more than once a month, 12% of people are buying jewelry in every month and 13%
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of people are buying jewelry in every 6 months and 2% of people are not buying
jewelry means they can’t have decided when to buy jewelry.
Q – 9 Which of the following types of jewelry you buy from Jay Bhavani
jewelers?
Gold = Silver = Gold Diamond = Gold and Silver Plated =

34% 21% 37% 8%
According to survey in Junagadh district 34% customers prefer to buy only

plain gold jewelry, 21% customers prefer to buy silver ornaments, 37% cultomers
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prefer to buy gold diamonds jewelry and 8% only customers prefer to buy gold and
silver plated jewelry.
Q – 10 Do you get your jewelry with “ Hall Mark ”?
Yes = 92 % No = 8
%
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This chart represents that 92% of people are preferring to buy only hall
marked jewelry that BIS 91.6 government approved which states the standardization
of gold jewelry and 8% of people are not buying hall marked jewelry.
Findings
On the basis of the survey conducted by me about to entering into the

Diamond Jewelry Market for JAY BHAVANI JEWELER, I found that it is beneficial
for the company to enter in diamond jewelry market because the data which is
collected through the questionnaires is in favor of the company.
The factors which are affecting and which were significant in the research &
affects the buying behavior are:
o There is main competitor coming in Junagadh in short period in

Diamond and Gold Jewelry market for Jay Bhavani Jewelers is
Tanishq.
o Because of high labor charges people are not visiting Jay Bhavani
Jewelers.
o People are happy with the quality of Jay Bhavani Jewelers and they go
to Jay Bhavani Jewelers only because the purity & Quality of Gold.
o The people also visit Jay Bhavani Jewelers because they provide better
services then other retailers.
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o The pattern is also major factor because of which people does not
prefer Jay Bhavani Jewelers.
o There is relationship between consumer preference for types of jewelry

products and educational qualification of the consumers.
o Majority of the people buy gold jewelry for the marriages in their
family. It is traditional attitude among the people and gold jewels have
different suggestions attached to it.
Suggestions
o Jay Bhavani Jewelers should give such discounts and offers on some special
occasions such as Marriage days and other festival season. The offers and
discounts can also be provided in the traditional jewelry shops to get more
customers towards them.
o Customers feels that the wastage charges must not be levied. This is because
they are of the attitude that when making jewelry the wastage is again being
utilized by the jewelers themselves. Also, they convey that a large amount is
being taken for making charges and this must be reduced to gain the customer
loyalty by Jay Bhavani Jewelers.
o Most of the customers expect good customer services from the jewelry shops.
They feel that their thoughts and ideas must be given importance at the time of
purchase. The Jay Bhavani Jewelers can improve their service by providing
adequate information to their customers relating to their purchase.
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o Due to increase in the usage of fashion jewelry which is in mind-driving

designs, customers are in need of such new and trendy designs in gold jewelry
too. Though now a days light weighted gold jewelry comes in eye-catching
designs, still more new varieties are expected by the buyers. So, Jay Bhavani
Jewelers should focus on new designs and light weighted jewelry to figlit
competitions.
o Jay Bhavani Jewelers should also make website or should also promote their
company by doing advertisement in hoardings and online pop-up
advertisement. They could also sell their products on amazon and flip kart.
Conclusion
After going through all the process of this unit, I am concluding that Jay
Bhavani Jewelers is one of the best well-organized and well-managed company. It is
progressive company also. This company is continuously trying to improve its
productivity by adopting latest and modern designs. On the basis of the survey which
was conducted by me on Jay Bhavani Jewelers for entering into Gold Diamond
Jewelry market.
I found that most of the people gave positive response to the company. On the
basis of the survey data, I can say that if Jay Bhavani Jewelers enter into Gold
Diamond Jewelry market, they will surely get extremely good response. It also
beneficial for the company. Its employees and also for the public because people will
also get unique and different designs in gold diamond jewelry.
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At last but not least I would like to thank to all the staff of Jay Bhavani
Jewelers who have given me full co-operation to complete this report and also without
the support and guidance of our college professors it was not possible for me to
complete this report successfully I am also thankful to them.
Bibliography
 Book Reference:
1. Kotler Philip (2008), 13th edition, Marketing Management, Pearson India.

2. Dash Satya Bhushan, Malhotra Naresh (2010), 6 edition, Marketing Research,
Pearson India.
3. Havaldar Krishna (2010), 3 edition, Business Marketing, Tata McGraw Hill
Education.
 Website & Online Resources:
 www.jewelxy.com
 http://iraj.in
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 www.academia.edu
 www.slideshare.net/hemantherpatna
 www.researchgate.net
Annexure
 Personal details
Name of the Respondents

Contact Details of Respondents
Gender
Age
Native Place
Qualification
Q1 Are you buy jewelry for?
o Investment
o Fashion
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o Occasions
o Festivals
Q2 Are you aware of the various Jewelry brands available in the market?
o Yes
o No
Q3 Where do you prefer to buy jewelry?
o Traditional Family Jewelers

o Branded Store
Q4 Which attributes do attract you to purchase branded products? Rank these

attributes in order of their importance to you.
o BrandName
o Transparent
o Price
o Easy
o Design
o Availability
Q5 Have you bought any branded jewelry?
o Yes
o No
Q6 Are you familiar with Jay Bhavani Jewelers in Junagadh?
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o Yes
o No
Q7 Do you prefer to buy Jewelry from Jay Bhavani Jewelers for Gifting
Purpose”?
o No
o Yes
Q8 How often do you purchase jewelry?
o More than once a month

o Monthly
o Once every 6 months
o Special Occasions
o Never
Q9 Which of the following types of jewelry you buy from Jay Bhavani Jewelers?
o Gold
o Silver
o Gold Diamond
o Gold and silver plated
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Q10 Do you get your jewelry with “Hall Mark”?
o Yes
o No
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jwellry sip project

MBA (Gujarat Technological University)

Studocu is not sponsored or endorsed by any college or university

Summer internship project report

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Enrollment number Name Signature

Place : Junagadh. Date : ……

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The summer internship project report is necessary for fulfillment of MBA

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I sincerely thanks Professor …………..and Assistant Professor…….. and

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Growth of Jewelry industry

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Diamonds are becoming increasingly popular due to an increase in consumer

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Major players of jewelry industry

Titan Company Ltd (Tanishq)

Hari Krishna Exports Pvt Ltd

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Kalyan Jewellers India Ltd

Kalyan Jewelers was founded in the year 1993. It is headquartered in Thrissur,

Kiran Gems Pvt Ltd

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Malabar Gold Pvt Ltd

Malabar Group was founded in 1993 by a team of enterprising entrepreneurs,

PC Jeweller Ltd was founded in the year 2005. It is headquartered in New

Asian Star Company Ltd

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Rajesh Exports Ltd

Tribhovandas Bhimji Zaveri Ltd

Vaibhav Global Ltd

Vaibhav Global Ltd was founded in the year 1994. It is headquartered in

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“JAY BHAVANI JEWELERS”, a leading manufacturer and retailer situated in

It Is very well located in Saurashtra region in Junagadh, Gujarat. It is one of

“JAY BHAVANI JEWELERS” started manufacturing of antique gold jewelry

“JAY BHAVANI JEWELERS”, is second highest manufacturer of gold

The prime agenda of "JAY BHAVANI JEWELERS" Is to provide highest

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Name Jay bhavani jewelers

Location Jay bhavani jewelers, Choksi bazar, near circle chowk

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 Objective of the studies

The primary objective of the study is “Trends of Diamond Jewelry”

 To study the consumer’s attitude, expectations and behavior patterns in

 To reveal the various factors influencing the purchase decision.

 To study the reasons for preferences towards jewelry as an investment.

 To offer suggestions for the consumer purchasing behavior on jewelry in the

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“JAY BHAVANI JEWELLERS” is the partnership firm.

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 Uncertainty in financial market fluctuations

 India has well established capabilities in manufacturing handmade jewellery

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Product of the Company