Chapter : 1

Introduction And Identifications

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1.1 What is Market::

The market actually refers to a set up where potential buyers and sellers can meet to exchange
goods or services. It is basically a medium that facilitates these transactions in an economy. It
allows for the exchange of goods, services, information under the protection of the law and
generally in exchange for consideration.

Market is the point of interaction between buyers and sellers. Traditionally a market is a
physical location or place, like a bazaar or a shopping mall. The kind of market it is will
depend on a lot of factors. Some of the ways in which we can characterise markets are,
● According to the products being sold. Example: cotton market, iron market, share
market
● Based on geographical locations, like a local market or international market
● By the types of buyers involved, example: consumer market, industrial market etc
● The quantity of goods transacted between parties like a wholesale market or a retail
market

However, in the modern world, we currently live in a somewhat wider definition of a market.
In the world of e-commerce and start-ups, a market is no more just a meeting point for buyers
and sellers. It actually represents a set of all the potential buyers in an environment.

So if you are launching a new product, your market will be every potential buyer of the said
product, wherever they are. It is not restricted to a geographical location, or to the meeting of
buyers and sellers.

1.2 what is marketing:

Marketing is the social process by which human needs are identified and eventually satisfied.
Market can be of many types based on the goods traded, quantity traded, geographical

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location etc. Marketing refers to activities accompanying undertakings to promote the buying
or selling of a product or service. Marketing includes advertising, selling, and delivering
products to customers or other businesses.

Its main function is to determine the price of the commodity, with the help of demand and
supply factors.
The term marketing is derived from the term market, and implies a process that involves
some activities which creates value for customers, clients and society as a whole.

Marketing is a very wide term. It includes all the activities involved right from the production
of the goods, until their consumption. Every activity in between, like designing, pricing,
promotion, distribution, transportation, warehousing etc are activities of marketing.
Marketing is often taken to be a post-production activity, which is incorrect. Some activities
of marketing start even before the production begins. One of its main aims is to satisfy
customer needs, which requires understanding of these needs. And the product design will
follow the leads of this study.

In modern terms, economists such as Philip Kotler have termed marketing as a“social
process”. Here the wants and needs of the consumer are heard, and accordingly, products and
services are offered to them. People interact with each other to exchange goods and services
they require in exchange for money. There is
no force or coercion, people will choose these products.

1.3 Important Features of Marketing :

● Satisfy Needs and Wants: The main focus of all marketing activities is consumer
satisfaction. When a group of individuals (potential customers) express their needs,
the companies strive to satisfy these needs via marketing activities.
● Creating a Market Offering: Then the companies must dedicate their efforts to create
an ideal market offering based on their study of potential customers. This Product/
service offered must try to fulfil all of the requirements of the potential customer in a
given market.

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 ● Customer Value: The customers buying decisions will be greatly dependant on the
price of the product. It must satisfy their needs at the cost that they think is fair. So the
sellers must add value to the product and price it accordingly, so the customer is
willing and gets value for his price,
● Exchange Mechanism: Marketing is not a one-way process. The seller must satisfy
the needs of the buyer. And the buyer in an exchange must provide consideration for
the goods/services, which can be money or something else. It must be an exchange
mechanism.

1.4 What is Marketing Strategy:

A marketing strategy refers to a business’s overall game plan for reaching prospective
consumers and turning them into customers of their products or services. A marketing
strategy contains the company’s value proposition, key brand messaging, data on target
customer demographics, and other high-level elements. A marketing strategy is a business’s
game plan for reaching prospective consumers and turning them into customers of their
products or services.

Marketing strategies should revolve around a company’s value proposition. The ultimate goal
of a marketing strategy is to achieve and communicate a sustainable competitive advantage
over rival companies.

A clear marketing strategy should revolve around the company’s value proposition, which
communicates to consumers what the company stands for, how it operates, and why it
deserves their business.

This provides marketing teams with a template that should inform their initiatives across all
of the company’s products and services. For example, Wal-Mart is widely known as a
discount retailer with “everyday low prices,” whose business operations and marketing
efforts are rooted in that idea. A marketing strategy is a plan designed to achieve a defined
marketing goal, generally to reach a particular audience of consumers and convert them into
customers .

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A Marketing Strategy is all of a company’s marketing goals and objectives combined into a
single comprehensive plan. Business executives draw a successful marketing strategy from
market research. They also focus on the right product mix so that they can get the most profit.

In other words, a marketing strategy is a strategy designed to promote a good or service and
make a profit. In this context, the word ‘good‘ means the same as ‘product.’

A good marketing strategy helps companies identify their best customers. It also helps them
understand consumers’ needs. With a good strategy, it is possible to implement the most
effective marketing methods.

A good real estate marketing plan, for example, requires extensive community engagement
and personal
networking

1.5 How to create Marketing Strategy:

Creating a marketing strategy requires a few steps. HubSpot, a digital marketing resource,
offers insight into how to create your strategy.

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 ● Identify your goals: While sales are the ultimate goal for every company, you should
have more short-term goals such as establishing authority, increasing customer
engagement, or generating leads. These smaller goals offer measurable benchmarks
for the progress of your marketing plan. Think of strategy as the high-level ideology
and planning as how you accomplish your goals.
● Know your clients: Every product or service has an ideal customer, and you should
know who they are and where they hang out. If you sell power tools, you’ll choose
marketing channels where general contractors may see your messaging. Establish who
your client is and how your product will improve their lives.
● Create your message: Now that you know your goals and who you’re pitching to, it’s
time to create your messaging. This is your opportunity to show your potential clients
how your product or service will benefit them and why you’re the only company that
can provide it.
● Define your budget: How you disperse your messaging may depend on how much
you can afford. Will you be purchasing advertising? Hoping for a viral moment on
social media organically? Sending out press releases to the media to try to gain
coverage? Your budget will dictate what you can afford to do.
● Determine your channels: Even the best message needs the appropriate venue. Some
companies may find more value in creating blog posts for their website. Others may
find success with paid ads on social media channels. Find the most appropriate venue
for your content.
● Measure your success: To target your marketing, you need to know whether it is
reaching its audience. Determine your metrics and how you’ll judge the success of
your marketing efforts.

1.6 Why does The Company need a Marketing Strategy:

A marketing strategy helps a company direct its advertising dollars to where it will have the
most impact. Compared with the data from 2018, the correlation between organization and
success in marketers jumped from being almost four times more likely to almost seven times
more likely in 2022.

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Creating – and following – a marketing strategy is essential to setting the direction not just
for your marketing-related activities but also for your entire business. Your marketing
strategy helps you stay in sync with your customer base, develop the right products for them
and determine how you communicate information about those products.

Without a defined strategy you won't know who your customers are, you won't develop the
right products, and you'll waste money promoting them.

1.7 What do the four Ps mean in a marketing strategy?

The four Ps are product, price, promotion, and place. These are the key factors that are
involved in the marketing of a good or service. The four Ps can be used when planning a new
business venture, evaluating an existing offer, or trying to optimise sales with a target
audience. It also can be used to test a current marketing strategy on a new audience.

The four Ps

The four Ps form a dynamic relationship with one another. Rather than one taking priority
over the other, each is considered equally important in crafting a strategic marketing plan.

Product

The product is the good or service being marketed to the target audience.
Generally, successful products fill a need not currently being met in the marketplace or
provide a novel customer experience that creates demand. For example, the original iPhone
filled a need in the market for a simplified device that paired a phone with an iPod, and the
chia pet provided a humorous experience for consumers that was utterly unique.
As you are working on your product, it is essential to consider potential customers in your
target audience and their unique needs. Some questions to consider when working on a
product include:

• What is your product?

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• What does your product do? Does the product meet an unfilled need or provide a novel
experience?
• Who is your product's target audience?
• How is your product different from what others offer?

Price

Price is the cost of a product or service.

When marketing a product or service, it is important to pick a price that is simultaneously
accessible to the target market and meets business goals. Different pricing models can have a
significant impact on the overall success of a product. For example, if you price your product
too high for your targeted audience, then very few of them will likely purchase it. Similarly, if
you price your product too low, then some might pass it up simply because they are
concerned it might be of inferior quality and cut into your potential profit margins.
To identify a successful price, you will want to thoroughly understand your target audience
and their willingness to pay for your product. Some questions you might ask yourself as you
are considering your product's price include:

• What is the price range of your product's competitors?

• What is the price range of your target audience?
• What price is too high for your audience? What price is too low?
• What price best fits your target market?

Place

Place is where you sell your product and the distribution channels you use to get it to your
customer.
Much like price, finding the right place to market and sell your product is a key factor in
reaching your target audience. If you put your product in a place that your target customer
doesn't visit- whether on or offline- then you will likely not meet your sales target. The right
place, meanwhile, can help you connect with your target audience and set you up for success.

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For example, imagine you are selling an athletic shoe you designed. Your target market is
athletes in their early twenties to late thirties, so you decide to market your product in sports
publications and sell it at specialty athletics stores. By focusing on sports stores over shoe
stores in general, you are targeting your efforts to a specific place that best fits your
marketing mix.
To decide the best place to market and sell your product, you should consider researching the
physical places or digital channels that your target audience shops and consumes information.
Some questions to consider include:
• Where will you sell your product?
• Where does your target audience shop?
• What distribution channels are best to reach your target market?

Promotion

Promotion is how you advertise your product or service. Through promotional activities, you
will get the word out about your product with an effective marketing campaign that resonates
with your target audience.
There are many different ways to promote your product. Some traditional methods include
word of mouth, print advertisements, and television commercials. In the digital age, though,
you can create online marketing campaigns to promote your product, using such channels as
content marketing, email marketing, display. ads, and social media marketing.

Some questions to consider as you are working on your product promotion include:

• What is the best time to reach your target audience?

• What marketing channels are most effective for your target audience?
• What marketing messages would most resonate with your target audience?

1.8 Benefits of a Marketing Strategy:

The ultimate goal of a marketing strategy is to achieve and communicate a sustainable

competitive advantage over rival companies by understanding the needs and wants of its

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consumers. Whether it’s a print ad design, mass customization, or a social media campaign, a
marketing asset can be judged based on how effectively it communicates a company’s core
value proposition.
Market research can help chart the efficacy of a given campaign and can help identify
untapped audiences to achieve bottom-line goals and increase sales.

The following benefits of marketing are mentioned:

Promotes Your Business to a Target Audience:

You can't sell your products or services without appealing to the people most likely to buy
those products and services. That group is known as your target audience, and a marketing
strategy is the most effective way to reach that all- important group. If you have targeted this
group correctly, you know their habits, behaviours, wants, and needs, and you also know
where they like to hang out on social media. This information shapes the methods you will
use to promote your business. For example, if you own a comic book store, online marketing
can be more beneficial than traditional advertising to help you reach your audience on social
media platforms.

Helps You Understand Your Customers:

You have to do market research before you develop a marketing strategy, and that research
can provide you with reams of data that you can use over and over to help refine your product
development and to keep up with trends and shifts in your target audience's behaviour. With
the evolution of digital information, even small businesses have access to hyper-detailed
information about prospective customers.

This is known in the digital world as "big data," large data sets that give you a deep analysis
into customer behaviour based on factors such as online activity, buying activity, mobile
activity, and interactions at stores and shops.

Helps Brand Your Business:

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Your marketing strategy isn't just about boosting leads and converting them into buyers, it's
also about expressing the culture, values, and purpose of your business. The process of
communicating that vision to your audience is the essence of branding. For example, Apple's
marketing strategy is all about simplicity, elegance, design, and function. Their products are
sleek, simple, beautiful, and offer multiple functionalities. When people think of Apple, they
think of a company whose products are always on the cutting- edge of technology, design,
and physical attractiveness.

1.9 General Introduction of Kalyan Jewellers :

Introduction

Kalyan Jewellers India Ltd is a Jewellery company. The business activities of the company is
to design, manufacture, and sell a variety of gold, studded and other jewellery products for
various occasions such as wedding, festivals and others. It operates in a single segment
namely the jewellery business.
Kalyan Jewellers is an Indian jewellery store chain that started their first jewellery shop in
1993 in Thrissur, Kerala, India and has since grown to become the largest jewellery store

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chain in India. With approximately 8000 employees, the chain has 100 showrooms across
India.

Challenge:

As Kalyan scales its operations, it is essential to ensure that service provided to all our clients
is exceptional. This would mean all our store staff having remarkable product knowledge.
Kalyan jewellers has stores across the country which means ensuring consistency in training
would be a challenge. The aim was to ensure consistent delivery of training across stores as
well as being able to measure the effectiveness of this training. Additionally, we also needed
to make sure that learner progress could be reviewed across the management hierarchy.

The Solution:

SeekLMS allows for training content to be accessed by store staff across all locations. The
in-built feature of quiz and assignments allows learners to check their understanding and
revise course content if needed. It helps learners access the course as per their convenience as
well as have the content at hand if need be.The reporting structure also allows every store
manager to view course progress of their store staff.

1.10 History of Kalyan Jewellers :

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Kalyan Jewellers was founded by T. S. Kalyanaraman, who opened the first jewellery
showroom in 1993 in Thrissur, Kerala, India with an initial capital of ₹75 lakh
(US$94,000).The company also has roots in the textile trading, distribution and wholesale
business.

Initially, Kalyan Jewellers strengthened their presence in the South Indian states of Kerala,
Tamil Nadu, Karnataka, Andhra Pradesh and Telangana. In 2012, they expanded outside
South India by opening a showroom in Ahmedabad, Gujarat and signed Amitabh Bachchan
as their first National Brand Ambassador.

In 2013, Kalyan Jewellers entered International markets by opening six showrooms on the
same day in UAE. Since then it has grown to operate 30 showrooms in the Middle East
across UAE, Qatar, Kuwait and Oman. As of February, 2020 Kalyan Jewellers has a wide
presence of over 137 showrooms, of which 107 are in India and the remaining 30 on the
Middle East.

The company has also set up ‘My Kalyan’, a customer service centre, offering advance
booking for wedding purchases, Kalyan Gold Purchase Advance Scheme, Gold Insurance for
gold ornaments, etc. Currently there are over 761 ‘My Kalyan’ outlets in India.

1.11 Brand Ambassadors:

In 2012, Kalyan Jewellers signed Amitabh Bachchan as its first National brand ambassador.
Amitabh Bachchan and Jaya Bachchan are the Global brand ambassadors, while their
daughter Shweta Bachchan Nanda is the celebrity influencer. Later, Katrina Kaif was also
hired to endorse the brand globally in April 2018.

Kalyan Jewellers has also partnered with several leading celebrities to be regional brand
ambassadors, including Manju Warrier and Kalyani Priyadarshan in Kerala, Nagarjuna
Akkineni in Andhra Pradesh and Telangana, Shiva Rajkumar in Karnataka, Prabhu Ganesan
in Tamil Nadu.

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In 2023, actress Rashmika Mandanna was announced as the brand ambassador of Kalyan
jewellers to endorse it in south India.

In the past, Kalyan Jewellers has been represented by Bollywood

celebritieslikeSushmitaSen,Aishwarya Rai, and Sonam Kapoor.While Shah Rukh Khan
represented them in the Middle East.

Aishwarya Rai Bachchan was paid ₹10 crore (US$1.3 million) per year for a two-year deal
with Kalyan Jewellers to be a nationwide brand ambassador, which was formerly Sushmita
Sen. The advertising and marketing budget of Kalyan is around ₹90 crore (US$11 million)

Later they also signed several regional brand ambassadors like Pooja Sawant in Maharashtra,
Kinjal Rajpriya in Gujarat, Wamiqa Gabbi in Punjab, and Ritabhari Chakraborty in West
Bengal.

1.12 Product lines:

Over the years, Kalyan Jewellers has launched various product lines. Some of their jewellery
collections are:

Muhurat – Wedding jewellery

Mudra – Handcrafted antique jewellery
Nimah – Timeless heritage jewellery
Anokhi – Uncut diamond jewellery
Rang – Precious stones jewellery
Tejasvi – Polki diamonds jewellery
Ziah – Diamond jewellery collection
Laya – Contemporary gold & diamond jewellery
Glo – Dancing diamond jewellery
Vedha – Heritage jewellery with Uncut diamonds
Apoorva – Diamonds

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Hera – Daily wear diamonds

1.13 Product Profile

This paper explores imitative competition in a vertically differentiated market, focusing on

the role of the innovator and rival firms in determining their product strategy. The innovator
has the advantage of lower costs as it closely copies the innovator's product, while the rival
firm has the disadvantage of intense price competition. The trade-off between and
differentiation is affected by consumer heterogeneity, with income differences affecting the
welfare effects of different policy responses.

Men's and women's jewellery markets are segmented by product type. Bracelets, made of
leather, cloth, beads, and plastic, are popular among men due to their trendy look. Earrings,
both traditional and contemporary, are popular among the youth in urban areas due to social
stigma and changing attire. Rings, kadas, and cufflinks are popular among men, with metallic
kadas made of glazed rhodium and cufflinks adding a formal touch to suits.

Women's jewellery includes earrings, including long drop, danglers, studs, tassels, Jhumkas,
crystal, and kundan earrings. Plastic and handmade earrings are popular, with ethnic designs
being more popular in the Konkan region.

The Konkan market offers a variety of necklaces and sets, with traditional designs being
popular due to the region's ethnicity. These designs are worn by youth during festivals and
religious occasions, and are popular among women aged 30+. However, younger generations
prefer contemporary designs over traditional ones.

1.14 Vision :

To understand and delight the world, translating everyone’s dream and personality into fine
Indian jewellery, and spreading happiness from it to all.

1.15 Mission:

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To give every customer much more than what he/she asks for in terms of quality, selection,
value for money and customer service, by understanding local tastes and preferences and
innovating constantly to eventually provide an unmatched experience in Indian jewellery
shopping.

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 ● Reference

1. https://www.managementstudyguide.com/marketing-strategy.htm
2. https://coschedule.com/marketing-strategy
3. https://www.coursera.org/articles/4-ps-of-marketing
4. https://www.scribd.com/document/452618285/KALYAN-JEWELLERY-PROJECT
5. https://digitalscholar.in/kalyan-jewellers-digital-marketing-strategies/

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Chapter 2
Literature review

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2.1 What is a literature review ?

● A literature review is a survey of scholarly sources on a specific topic.

● It provides an overview of current knowledge, allowing you to identify relevant theories,
methods, and gaps in the existing research that you can later apply to your paper, thesis, or
dissertation topic.
● A good literature review doesn’t just summarise sources—it analyses, synthesises, and
critically evaluates to give a clear picture of the state of knowledge on the subject.
● “A literature review is both a process and a product. As a process, it involves searching for
information related to your topic, to familiarise yourself with the relevant research and to
identify issues and gaps in the research. In most cases you're seeking to identify the key
authors and key arguments that are relevant to your topic, not to exhaustively read everything
written on the subject.”

There are several reasons to review the literature:

● Identify the developments in the field of study

● Learn about the information sources and the research methodologies
● Find gaps in the literature that can become research questions
● Validate the originality of a research project
● Evaluate the methods
● Identify errors to avoid
● Highlight the strengths, weaknesses and controversies in the field of study
● Identify the subject experts

2.2 purpose of a literature review:

When you write a thesis, dissertation, or research paper, you will likely have to conduct a literature
review to situate your research within existing knowledge. The literature review gives you a chance
to:

● Demonstrate your familiarity with the topic and its scholarly context.
● Develop a theoretical framework and methodology for your research.
● Position your work in relation to other researchers and theorists.
● Show how your research addresses a gap or contributes to a debate.
● Evaluate the current state of research and demonstrate your knowledge of the scholarly
debates around your topic.

2.3 literature review:

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 1) S Kumar & Dr S.varadraj:
A Study on Buying Behaviour of Women Customer’s towards Jewellery Products with
Special Reference to Tirupur City.The consumer's perspective fashion designs and trends are
always changeable in search of new innovation that can be reflected in the changed demand
and buying preference. Kumer & Varadaraj (2013) in their study entitled "A study on buying
behaviour of woman customer's towards jewellery products with special reference to tirupur
city" the objective of study is to get the feedback about various factors affecting buying
behaviour of jewellery products evaluate the brand awareness and buying attitude of the
woman customers in purchasing of gold he various jewellery stores. The primary data is
collected through 200 questionnaires issued to customers.

2) V.vijay Durga Prasad:

The gold market in India is predominantly a market for buying and selling physical gold and
gold in the form of ornaments. In the physical gold front, in the wholesale segment,
nominated agencies are the bulk importers. Price uniformity is also generally observable in
areas with identical incidence of duties and tax. However in the market for ornaments and
jewellery, consumer protection is still not assured, although it has received much policy
attention in the last few years. It is a well-known fact that cheating on caratage is widespread.
In April 2000, the Government of India introduced voluntary hallmarking of gold jewellery
through the Bureau of Indian Standards.

3) T.V. Manjusha & Dr V.Segar

This Article focuses on evaluating the impact of celebrity endorsements on the purchase
intention of these viewers and how this directly or indirectly has an overall impact on the
brand/product. A research methodology has been structured so as to carry out the research in
an effective manner. This paper is trying to throw the light of the various factors focus on
Impact of Celebrity Endorsements on Consumers‟ Purchase Intentions andOverall Brand and
the present study collected through a sample of 100 respondents selected randomly, this study
has disclosed impressive insights into the topic which examines differences between
endorsements with celebrities. The extent to which the media recognizes the risks
encountered by celebrity advertising has been discussed.

4) Maria De Silva:

This research investigates the development of an industrial cluster in early beginnings as 1920
at the start of the twentieth century, to the end of 2003 period. illustrating the major haning
points in the industry cluster and the respemes of the sector to those occurrences of jewellery
industry in South Africa. Data was collected from historical documentary evidence, Gold
Fields Mineral Services (GFMS) annual gold surveys and few people who lived during this
period. Industrial clusters were formed with small and medium firmu. Chster development
and support have undergone restructuring with the help of the government recently.

5) Anu Singh Lather and Puja Khatri

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 This paper is a deliberate effort from the board members of the Titan Industries, Bangalore to
research the potential of semi-urban and rural markets for their brand "Kalyan jewellers”
which was considered as "Not for Me” Brand from seumuaban and rural markets. The
outcome was "GoldPlus”, a concept presented in one of the Future Shocks in 2004-05 "Future
Shock”, in which middle and senior management of the Titan Industries present future
business opportunities to a jury. Based on the recommendations of the jury and evaluation by
the board, the company evaluates the opportunities.

6) Dr.Bushan D. Sudhakar And Arun Kumar Parise

This study investigates Indian consumer migration towards Luxury brands from vahe middle
tiet brands. Descriptive research method is used to explore different dimension factors which
affect consumer preference for brands. Face to face Interviews were conducted with a sample
of 100 respondents with help of a structured questionnaire in Chennai city. Analysis was
done by using both descriptive as well as factor analyses and multivariate analysis. The
findings that there is a significant difference with the gender difference, social status, price,
quality to purchase a luxury good.

7) Ganesan kannabiran, saumen bhaumik

This paper aims to examine how creative industries can adopt supply chain runagenuen
(SCM) approaches to achieve business excellence. It is based on case sesanch of supply chain
(SC) integration in a jewellery-manufacturing organisation Organisations in the creative
industries such as jewellery can achieve superb performance through systematic supply chain
planning and implementation Integrating SC planning with business planning, persistent
commitment of the top management and making ase of cross-functional teams for
implementation are some of the kay demummants of SCM. The paper presents a basis for
understanding the scope for adopting SCM approaches in creative industries.

8) Hari Chauhan

The Author attempts to explore the love for jewellery by the Indian woman. The sesearch
highlights bow jewellery serves as adornment as well as financial security. The Indian woman
has always been very creative in her expression of jewellery and design in keeping with
ledar's rich heritage of diversity, jewellery abo tikes a regimal mances. It is the ultimate and
most-personal expression of region specific culture and art of lifestyles and heritage. It draws
inspiration from architecture, dance and even religious customs. The paper describes the
traditional jewellery worn by the woman.

9) Raian Raghavjee

Different people from different regions of the world have different reasons for purchasing
different types of products. This paper explores how India, Asian markets, haly. Turkey
behaves towards gold jewellery consumption. Rian explains how Turkish people like to invest
in gold jewellery nather than gold. Furthermore, the Turkish market in Italy has remained at
the forefront of the gold jewellery industry.

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 10) Richard Michaud ,Rohet Michaud,Katharine Pulvermacher

The objective of the paper was to examine the importance of gold in contemporary
institutional strategic asset allocation. The appropriate allocation of gold is dependent on the
risk level of the portfolio. Empirical findings show that a small allocation of gold, in the under
1 to 2%, is a significant and useful component of low risk portfolios. Gold is a long-term or
strategic investment for the US. institutional investors The role of gold in asset management
is currently very topical. The research who uses the Lodoit extenuate in all but the first curse
to improve the reliability of the conulation estitutes and optimisation results.

11) Amit sahdev and Priyanka Gautama

A test was conducted focusing on various gender, nationality and materialism 10 understand
brand value by consumers. The study explored whether materialistic tendencies differ
between males and females, between Indians and Non-Indians, brand perceptions of high
priced fashion clothing between nates and females, India and Non-Indans. It niso explores an
association between consumers' materialien and has her perception of brand image and
personal satisfaction.

12) Padma Srinivasan, & Subramaniam

This research paper explored the risk factors that influence the goms and jewellery business in
Bangalore and the practices of family-based jewellers and branded retailers. The sample
consisted of 190 family hasad jewellers and 10 retailers were observed for a period of three
years from 2004-07. Various risks like Geographic Concentration Risk, Raw Materials Rok
Gem and Gold, Ethers Risk, Seasonality Risk, Labor Risk, Wastage Risk, Financial Risk arv
studied with Risk Management Practices. It concludes with SWOT analysis and suggestions
for jewellers with help of collaboration and technology

13) Heather A. Weir

This research examines the information content of historical cost and fair value reporting
using a sample of gold firms. Completion of these shady required data to be band-collected
from firm annual reports from Canadian firms in a single industry belonging to "precious
metals industry A sample of 164 firm-year observations for 29 firms with up to eight years of
data, from 1996 up to and including 2003 data comprised a pooled cross-sectional time-series
sample of fam-year observations.

14) G. Srinivasan

This article reveals the industry when there was an increase in duties and levies en Gold in the
budget. In the Badges, the Finance Minister levied the baric customs боту по 1 рет сети
excise on branded jewellery to unbranded jewellery too and platinum bars for 2 per cent to 4
per cent and an non-standard gold dhoom 5 percent to 10 percent. The customs duty on gold
ore/concentrate and ote bars for refining was inctoned from 1 per cent to 2 per cent. Ballion

22
 trade bodies across the country protested by downing shutters continuously for three weeks
incurring an estimated kms of Rs. 20,000 crone so business and she caming a revenue loss to
the exchequer for Rs.700 crore. Representatives of jewellers and bullion traders met the
Finance Minister to press for a rollback of the excise duty on unbranded jewellery.

15) K. Balanaga Gurunathun and S.muniraj

This research investigates Impact of Customer awareness and buyer Behaviour on Buying
Jewellery Products Special Reference to Tamil Nadu State 100 responden were interviewed
with help of a questionnaire. Various factors were identified under two categories like:
Customer Awareness Variables and Consumer Behaviour Variables and Reliability test was
conducted and validated Hypotheses developed were tested by correlation test. Findings
showed that there was a significant relationship between customer awammese and behaviour
in TamilNadu.

16) Mary Shustack

The other narrates how signature jewels are designed by designers. Designers are evolving
with classic and feminine but contemporary fresh designs. There is a segment in markat who
look for mach aspects. These designers sell their designs online, at trade shows, street fairs,
arts festivals and charity events. The designer innovates signature designs by uavelling most
of the places and are aware of various cultural as well as loral ethnic influences on jewellery.

23
 ● Reference
1.
https://www.google.com/search?q=what+is+literature+review&oq=what+is+lit&gs_lcrp=EgZjaHJvb
WUqBwgDEAAYgAQyDwgAEEUYORiDARixAxiABDINCAEQABiDARixAxiABDIHCAIQABi
ABDIHCAMQABiABDIHCAQQABiABDIKCAUQABixAxiABDIKCAYQABixAxiABDIKCAcQ
ABixAxiABDIHCAgQABiABDIHCAkQABiABDIHCAoQABiABDIHCAsQABiABDIHCAwQABi
ABDIKCA0QABixAxiABDIKCA4QABixAxiABNIBCTYwODNqMGoxOagCALACAA&client=m
s-android-xiaomi-rev1&sourceid=chrome-mobile&ie=UTF-8#vhid=948DpKJR28OMuM&vssid=
2.
https://www.google.com/search?client=ms-android-xiaomi-rev1&sca_esv=592703979&sxsrf=AM9H
kKllRdQTStYPdli_j91U-zuDoa-6uA:1703131530184&q=tools+of+literature+review&tbm=isch&sou
rce=lnms&prmd=ivsnbmtz&sa=X&ved=2ahUKEwiL3PKu05-DAxX_-TgGHTT8DooQ0pQJegQICB
AB&biw=360&bih=677&dpr=2#imgrc=2UxN2CMbVTTjuM&imgdii=lzuyF76ddx_trM

24
Chapter: 3
Research methodology

25
3.1 Introduction:

Research methodology is a structured and scientific approach used to collect, analyse, and
interpret quantitative or qualitative data to answer research questions or test hypotheses. A
research methodology is like a plan for carrying out research and helps keep researchers on
track by limiting the scope of the research. Several aspects must be considered before
selecting an appropriate research methodology, such as research limitations and ethical
concerns that may affect your research.

3.2 What is the research methodology?

A research methodology describes the techniques and procedures used to identify and analyse
information regarding a specific research topic. It is a process by which researchers design
their study so that they can achieve their objectives using the selected research instruments. It
includes all the important aspects of research, including research design, data collection
methods, data analysis methods, and the overall framework within which the research is
conducted. While these points can help you understand what research methodology is, you
also need to know why it is important to pick the right methodology.

Research methodology is a way of explaining how a researcher intends to carry out their
research. It's a logical, systematic plan to resolve a research problem. A methodology details
a researcher's approach to the research to ensure reliable, valid results that address their aims
and objectives. It encompasses what data they're going to collect and where from, as well as
how it's being collected and analysed.

3.3 Why is a research methodology important?

A research methodology gives research legitimacy and provides scientifically sound findings.
It also provides a detailed plan that helps to keep researchers on track, making the process
smooth, effective and manageable. A researcher's methodology allows the reader to
understand the approach and methods used to reach conclusions.

26
Having a sound research methodology in place provides the following benefits:
● Other researchers who want to replicate the research have enough information to do
so.
● Researchers who receive criticism can refer to the methodology and explain their
approach.
● It can help provide researchers with a specific plan to follow throughout their
research.
● The methodology design process helps researchers select the correct methods for the
objectives.
● It allows researchers to document what they intend to achieve with the research from
the outset.

3.4 introduction to the study:

● This study was conducted purely based on primary and secondary data collection.
● The primary data collected through questionnaires to the customer of the Kalyan
jewellers in anand
● The secondary data collected through online information and case study's.
● Through this we can analyse the marketing strategy and customer satisfaction
provided by the Kalyan jewellers And easily find out the strength and weakness of
Kalyan jewellers.

3.5 Scope of the study:

● The scope of the study is based on the product of Kalyan jewellers.

● It deals with the marketing strategy and customer satisfaction of the product of
Kalyan jewellers.

3.6 time of period:

● The period of data collection is December 2023 to February 2024.

27
3.7 Research Objectives :

● To study the impact of the marketing strategy of Kalyan jewellers on its image.
● To study the impact of the marketing strategy of Kalyan jewellers on other
unorganised gold merchants.
● To study the impact of marketing strategy of Kalyan jewellers on buying behaviour of
people.
● To study what motivates consumers to purchase the product of Kalyan jewellers.
● To study what role is played by the marketing strategy of Kalyan jewellers to form
brand preference.

3.8 Method of Data collection:

The choice of data collection method depends on the research question being addressed, the
type of data needed, and the resources and time available. You can categorise data collection
methods into primary methods of data collection and secondary methods of data collection.

3.9 Source of data

There are two types of source of data indicates first is primary data collection and second one
is secondary data collection:

3.9.1 Primary Data Collection Methods:

Primary data is collected from first-hand experience and is not used in the past. The data
gathered by primary data collection methods are specific to the research’s motive and highly
accurate.
For example surveys, questionnaires, interviews, experiments, and observations.

● Here I conducted a sampling survey by questionnaire technique and took

approximately 50 respondents.

28
3.9.2 Secondary Data Collection Methods:

Secondary data is the data that has been used in the past. The researcher can obtain data from
the data sources, both internal and external, to the organisational data.
For example literature review, government database, commercial database.

● Here I conducted information about Kalyan jewellers on the internet.

3.10 Analysis of data:

This collected data is suitably presented in table, graphs, diagram, charts, percentage, and
then proper interpretation is drawn from it and suggestions are given from it.

3.11 Limitation of the study:

● The findings are based on the research in anand city only thus the conclusion may not
be true for other cities.
● The study can't give accurate results because the reports of the questionnaires are very
small.
● Times and costs were always a constraint.
● The information of the Kalyan jewellers is not enough on the internet so it is not more
but quite hard to get secondary data.

3.12 conclusion:

This chapter include complete details of the research plan such as introduction to the study,
scope of the study, time of period, research objectives, method of data collection, sources of
data, analysis of data, and limitations of the study to find out the reason and way of collecting
information and making report on the marketing strategy of Kalyan jewellers.

29
 CHAPTER: 4

Data Analysis and Interpretation

30
4.1 Gender

Particulars Numbers Ratio

Male 21 41.20%
Female 30 58.80%
Total 51 100%

Graph 4.1

Interpretation:- The above figure indicates the gender of respondents, in which 41.2% are
male respondents and 58.8% are female respondents.

31
4.2 Marital status

Particulars Numbers Ratio

Married 14 27.50%
Unmarried 37 72.50%
Total 51 100%

Graph 4.2

Interpretation:- The above figure consists of the marital status of the respondents including
this survey. In the above figure 72.5% are married people or respondents and 27.5% are
unmarried people or respondents.

32
4.3 Education

Particulars Number Ratio

School level 9 17.60%
Graduate 25 49%
Post Graduate 8 15.70%
Diploma 3 5.90%
Others 6 11.80%
Total 51 100%

Graph 4.3

Interpretation:- The education level of the respondents is conducted in this survey in which
17.6% respondents are school level educated, 49% respondents are graduated,15.7%
respondents are post graduated,5.9% respondents completed their diploma, 11.8%
respondents consist of other education levels.

33
4.4 Occupation

Particulars Numbers Ratio

Business 8 15.70%
Employee 1 2%
Sevice 3 5.90%
House Wife 4 7.80%
Student 30 58.80%
Worker 1 2%
Others 4 7.80%
Total 51 100%

Graph 4.4

Interpretation:- The Occupation of respondents is conducted for the survey. The above figure
indicates that the 15.7% people's occupation are business, 2% people's occupation are
employee, 5.9% of people's occupation are services, 7.8% people's occupation are housewife,
58.8% people's occupation are students, 2% people's occupation are workers, 7.8% people's
occupation are other options.

34
4.5 Family Annual Income

Particulars Numbers Ratio

50,000 to 70,000 14 27.50%
75,000 to 100,000 21 41.20%
100,000 to
125,000 9 17.60%
125,000 and
above 7 13.70%
Total 51 100%

Graph 4.5

Interpretation:- The above figure indicates that the family annual income of the respondents
in which 27.5%
has 50,000 to 70,000 family annual income, 41.2% has 75,000 to 1,00,000 family annual
income, 17.6% has 1,00,000 to 1,25,000 family annual income, 13.7% has 1,25,000 and
above family annual income.

35
4.6 Do you like jewellery products?

Particulars Numbers Ratio

Yes 43 84.30%
No 8 15.70%
Total 51 100%

Graph 4.6

Interpretation:- The survey on Kalyan jewellers includes some questions. For the survey, the
question do you like Jewellery products is included, in which 84.3% of respondents are like
and interested in jewellery products and 15.7% of respondents are not like and not interested
in jewellery products.

36
4.7 How frequently do you purchase jewellery?

Particulars Numbers Ratio

Once a month 5 9.80%
Every six months 8 15.70%
Once a year 11 21.60%
Only on special 27
occasions 52.90%
Total 51 100%

Graph 4.7

Interpretation:- For the survey the question how frequently do you purchase jewellery is
important and the above figure indicates that. In which 52.9% respondents are purchased
jewellery once a month,15.7% respondents are purchased jewellery every six months,21.6%
respondents purchase jewellery once a year, 52.9% respondents purchase jewellery only on
special occasions.

37
4.8 Are you aware of Kalyan jewelers?

Particulars Numbers Ratio

Yes 44 86.30%
No 7 13.70%
Total 51 100%
Graph 4.8

Interpretation:- For the question are you aware of Kalyan jewellers the above figure include
two options and no. 86.3% respondents are aware about the Kalyan jewellers and 13.7%
respondents are not aware about the Kalyan jewellers products.

38
4.9 What material do you prefer most?

Particulars Numbers Ratio

Gold 28 54.90%
Platinum 7 13.70%
Diamond 10 19.60%
Others 6 11.80%
Total 51 100%
Graph 4.9

Interpretation:- In the above figure the material preferred most by the respondents are
indicated in which,
54.9% respondents are preferred gold, 13.7% respondents are preferred platinum, 19.6%
respondents are preferred diamond, 11.8% respondents are preferred other materials.

39
4.10 What jewellery item do you generally purchase?

Particulars Numbers Ratio

Ring 26 51%
Necklace 7 13.70%
Bracelet 12 23.50%
Others 6 11.80%
Total 51 100%
Graph 4.10

Interpretation:- In the above figure the jewellery items generally purchased by the
respondents are indicated
in which, 51% respondents preferred rings, 13.7% respondents preferred necklaces, 23.5%
respondents preferred bracelets, and 11.8% preferred other items.

40
4.11 Which design of Kalyan jewelers do you like?

Particulars Numbers Ratio

Tradintional 14 27.50%
Morden 10 19.60%
Stylish 22 43.10%
Decorative 5 9.80%
Total 51 100%
Graph 4.11

Interpretation:- The survey on marketing strategy of Kalyan jewellers considered the question
which design of the Kalyan jewellers liked by the respondents. In which 27.5% people's liked
traditional products, 19.6% people's liked morden products, 43.1% of people liked stylish
products,9.8% people's liked decorative products.

41
4.12 Where do you mostly wear Kalyan jewelers products?

Particulars Numbers Ratio

Home 9 17.60%
Festival 8 15.70%
Function 27 52.90%
Celebration 7 13.70%
Total 51 100%
Graph 4.12

Interpretation:- The above figure indicates that the 17.6% respondents are wear Kalyan
jewellers products in home, 15.7% respondents are wear Kalyan jewellers products in
festival, 52.9% respondents wear Kalyan jewellers products in function, 13.7% respondents
wear Kalyan jewellers products in celebration.

42
4.13 Purpose of purchase

Particulars Numbers Ratio

Wedding 20 39.20%
Festival 7 13.70%
Gift 5 9.80%
Investment 8 15.70%
Others 11 21.60%
Total 51 100%
Graph 4.13

Interpretation:- For the survey on marketing strategy of Kalyan jewellers the question of the
purpose of purchase is important . The above figure indicates the respondents' purpose of
purchasing Kalyan jewellers products. 39.2% respondents are purchased Kalyan jewellers
products for the purpose of wedding, 13.7% respondents are purchased Kalyan jewellers
products for the purpose of festival, 9.8% respondents are purchased Kalyan jewellers
products for the purpose of gift, 39.2% respondents are purchased Kalyan jewellers products
for the purpose of wedding, 21.6% respondents are purchased Kalyan jewellers products for
the other purpose.

43
4.14 Price of Kalyan jewelers products

Particulars Numbers Ratio

Low 3 5.90%
Normal 26 51%
High 13 25.50%
Very High 9 17.60%
Total 51 100%
Graph 4.14

Interpretation:- For the survey on marketing strategy of Kalyan jewellers the question of the
price of Kalyan
jewellers products is included. For this the above figure indicates the price of Kalyan
jewellers products. 5.9% respondents are believed that the price of Kalyan jewellers is low,
51% respondents are believed that the price of Kalyan jewellers is normal, 25.5%
respondents are believed that the price of Kalyan jewellers is high,17.6% respondents are
believed that the price of Kalyan jewellers is very high.

44
4.15 Mode of payment

Particulars Numbers Ratio

Cash 27 52.90%
Credit 12 23.50%
Online Payment 12 23.50%
Total 51 100%
Graph 4.15

Interpretation:- The above figure indicates which mode is preferred by the respondents for the
payment.
52.9% of respondents preferred cash for payment,23.5% of respondents preferred credit for
payment, 23.5% of respondents preferred online for payment.

45
4.16 Quality of the Kalyan jewelers products

Particulars Numbers Ratio

Bad - 0%
Normal 8 15.70%
Excellent 33 64.70%
Good 10 19.60%
Total 51 100%
Graph 4.16

Interpretation:- In above figure no one can believe that the Kalyan jewellers products is bad,
15.7% respondents are believed that the Kalyan jewellers products has normal quality, 64.7%

46
respondents are believed that the Kalyan jewellers products has good quality, 19.6%
respondents believe that the Kalyan jewellers products have excellent quality.

4.17 Do you attach importance to special offers?

Particulars Numbers Ratio

Yes 41 80.40%
No 10 19.60%
Total 51 100%
Graph 4.17

Interpretation:- For the survey on marketing strategy of Kalyan jewellers products the
question is whether the Kalyan jewellers give any special offers to the customer. The above
figure indicates that 80.4% of respondents believed that and answering Yes 19.6%
respondents did not believe that and answering No.

47
4.18 If yes, mention offers influence you

Particulars Numbers Ratio

Price offer 18 35.30%
Free offer 9 17.60%
Service offer 13 25.50%
Other offers 11 21.60%
Total 51 100%
Graph 4.18

Interpretation:- If the respondents are answering Yes, then the Next questions arise which
offer is influenced by the respondents in which, 35.3% respondents are believed that the price
offer of Kalyan jewellers products, 35.3% respondents are believed that the price offer of

48
Kalyan jewellers products, 17.6% respondents are believed that the Free offer of Kalyan
jewellers products, 25.5% respondents are believed that the service offer of Kalyan jewellers
products, 21.6% respondents are believed that the other offers of Kalyan jewellers products.

4.19 Which media influence you to buy Kalyan jewllers products?

Particulars Numbers Ratio

TV 17 33.30%
Newspaper 6 11.80%
Online 15 29.40%
Others 13 25.50%
Total 51 100%
Graph 4.19

Interpretation:- In the above figure 33.3% respondents buy Kalyan Jewellers product on TV
media influence. 11.8% respondents buy Kalyan Jewellers product on Newspaper media
influence. 29.40% respondents buy Kalyan Jewellers product on Online media influence.
25.5% respondents buy Kalyan Jewellers product on Other media influence.

49
4.20 In the market Kalyan jewelers products are easily available?

Particulars Numbers Ratio

Yes 44 86.30%
No 7 13.70%
Total 51 100%
Graph 4.20

50
Interpretation:- In the above figure 86.3% respondents believe that the Kalyan jewellers
products are easily available in the market and 13.7% respondents do not believe that the
Kalyan jewelers products are in the market.
4.21 Where do you buy Kalyan jewelers ornaments?

Particulars Numbers Ratio

Kalyan Jewellers Shop 27 52.90%
Family Jewellers 8 15.70%
Onilne 9 17.60%
Others 7 13.70%
Total 51 100%
Graph 4.21

51
Interpretation:- The above figure indicates that the 52.9% respondents are buy the Kalyan
jewellers products to the Kalyan jewellers shop, 15.7% respondents are buy the Kalyan
jewellers products to the family jewellers shop, 17.6% respondents are buy the Kalyan
jewellers products to the online application, 13.7% respondents are buy the Kalyan jewellers
products to the other medium.
4.22 Location of the shop

Particulars Numbers Ratio

Near 23 45.10%
Away 28 54.90%
Total 51 100%
Graph 4.22

Interpretation:- The above figure consists of the location of the shop of Kalyan jewellers in
which 45.1% respondents believe that the shop is near and 54.9% respondents believe that the
shop is away.

52
4.23 What kind of change do you expect in Kalyan jewelers product?

Particulars Numbers Ratio

Facilities 7 13.70%
Desgin 16 31.40%
Add Stone 13 25.50%
Colours 5 9.80%
Others 10 19.60%
Total 51 100%
Graph 4.23

Interpretation:- The survey on marketing strategy of Kalyan jewellers products includes the
question which is important for the survey : what kind of change respondents are expecting

53
for Kalyan jewelers products. 13.7% respondents are expected to change the facilities, 31.4%
respondents are expected to change the design, 25.5% respondents are expected to change the
add stone, 9.8% respondents are expected to change the colour,19.6% respondents are
expected to change the other things.
4.24 Opinion on service

Particulars Numbers Ratio

Bad 3 5.90%
Better 14 27.50%
Good 29 56.90%
Excellent 5 9.80%
Total 51 100%
Graph 4.24

Interpretation:- In the above figure we can see the response on the service of Kalyan
jewellers. 5.9% respondents believe that the service is bad, 27.5% respondents believe that
the service is better, 56.9% respondents believe that the service is good, and 9.8%
respondents believe that the service is excellent.

54
4.25 Behaviour of owner and workers

Particulars Numbers Ratio

Friendly 44 86.30%
Unfrieandly 7 13.70%
Total 51 100%
Graph 4.25

Interpretation:- The above figure indicates the behaviour of the owner and workers of the
Kalyan jewellers in which 86.3% respondents are believed that the behaviour of the owner
and workers is friendly and 13.7% respondents are believed that the behaviour of the owner
and workers of the Kalyan jewellers is unfriendly.

55
4.26 According to you which are the following reasons for the success of Kalyan jewelers
product?

Particulars Numbers Ratio

Design 7 13.70%
Quality 21 41.20%
Price 10 19.60%
Service 7 13.70%
Others 6 11.80%
Total 51 100%
Graph 4.26

Interpretation:- The above figure indicates that the according to 13.7% Respondents design is
the reason for the success of Kalyan jewellers, according to 41.2% respondents quality is the
reason for the success of Kalyan jewellers, according to 19.6% respondents price is the
reason for the success of Kalyan jewellers, according to 13.7% respondents service is the
reason for the success of Kalyan jewellers, according to 11.8% respondents other things are
the reason for the success of Kalyan jewellers.

56
4.27 Do you like offer any suggestions?

Particulars Numbers Ratio

Yes 30 58.80%
No 21 41.20%
Total 51 100%
Graph 4.27

Interpretation:- The above figure indicates that the 58.8% respondents would like giving
suggestions and 41.2% respondents would not like giving any suggestions.

57