A

PROJECT REPORT
ON

“CUSTOMER PREFERENCE AND SATISFACTION LEVELS

TOWARDS JEWELLERY IN HAMIRPUR DISTRICT (H.P.)”

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION

(SESSION 2022-2024)

SUBMITTED TO- SUBMITTED BY: -

Himachal Pradesh Technical University Hamirpur MANISH KUMAR
M.B.A (4th SEM)
UNI. ROLL NO 22014426027

Gautam Institute Of Management And Technology Hamirpur

Affiliated To
Himachal Pradesh Technical Universitry Hamirpur

1
 DECLARATION

I Am a Student OF M.B.A 4TH SEM OF GIMT HAMIRPUR

hereby, declare that project report title “CUSTOMER PREFERENCE AND
SATISFACTION LEVELS TOWARDS JEWELLERY IN HAMIRPUR
DISTRICT (H.P.)” submitted in partial fulfilment of the requirement for the degree
of Master of Business Administration in Himachal Pradesh Technical University
Hamirpur. Is record of critical and independent work carried out by as a team work
under supervisor and guidance of Miss Savita

The feasibility suggestion has been duly incorporated in the consultation with
the supervisor. The assistance and help that received during the course of this
investigation has been duly acknowledged. It is further that it has an original
piece of work and it is worthy of the consideration for the degree of M.B.A.

Manish kumar
M.B.A (4TH SEM)
UNI ROLL No. 22014426027

2
 CERTIFICATE

It is a certificate that Mr. Manish Kumar is a student of MBA 4 th Sem. (Roll No.
22014426027) of GGC Hamirpur. He has completed his project in marketing
entitled “CUSTOMER PREFERENCE AND SATISFACTION LEVELS
TOWARDS JEWELLERY IN HAMIRPUR DISTRICT (H.P.)” Under the
success guidance of Miss Savita. We wish him good luck for the future.

Place:Hamirpur
DATE: Signature

Miss SAVITA

3
 ACKNOWLEDGEMENT

This humble endeavor bears the imprint of many persons who are in one way or
the other helpful in the completion of the study. I tale opportunity to express my
sincere gratitude and thanks to all those who helped me in various ways in the
completion of my project.
It is a privilege to her able and mature guidance and whole hearted cooperation. I
wish to thank her for her consistent moral support and the assistance she regularly
provided me.
Last but not least I express my sense of gratitude to my family members and
friends for their cooperation.

Manish Kumar
M.B.A (4Th SEM)
UNI. ROLL NO. 22014426027

4
 PREFACE

The present era is undoubtedly a management era. Management is an important

function in any organization. A management is one of the most important fields
which are widely used in every stage of life. The effective management can be
achieved only by the effective management training and developing skills to
understand the organizational level this project work is part of the course of MBA.
This project is prepared on the basis of analytical study of Jewellery.
This project helps the market. Now I am feeling great pleasure in delivering this
project because of better skills of handling the situation and marketing strategies.

5
 TABLE OF CONTENTS

PARTICULARS PAGE NO.

DECLARATION 2

CERTIFICATE 3

ACKNOWLEDGEMENT 4

PEREFACE 5

TABLE OF CONTENT 6

CHAPTER 1 INTRODUCTION 7-17

CHAPTER 2 REVIEW OF LETRATURE 18-20

CHAPTER 3 RESEARCH METHODOLOGY 21-23

CHAPTER 4 DATA ANALYSIS 24-38

ANDINTERPRETATION
CHAPTER 5 FINDING, SUGGESTIONS AND 39-40
CONCLUSION
ANNEXURE-1 BIBLOGRAPHY 41-42

ANNEXURE-2 QUESTIONNAIRE 43-47

6
 CHAPTER-1
INTRODUCTION

7
Customer Satisfaction- Customer satisfaction is a term frequently used in
marketing. It is a measure of how products and services supplied by a company meet or surpass
customer expectation. Customer satisfaction is defined as “the number of customer or percentage
of total customers whose reported experience with a firm its products or its services exceeds
specified satisfaction goals.

Importance of Customer Satisfaction: -

A loyal customer is a treasure you should keep and hide from the world. They are worth up to 10
times as much as their first purchase.
Customer satisfaction is a factor that helps you stand out of the competition.
Great customer experience can take your brand places. Satisfied customer are more likely to
share your context across social media.
Customer Preference: - Customer preference is defined as the subjective tastes of individual
consumers, measured by their satisfaction with those item after they are purchased them. This
satisfaction is often referred to as utility. Customer value can be determined by how customer
utility compare between different items.

Customer preference can be measured by their satisfaction with a specific item compared to the
opportunity cost of that item since whenever you buy one item.

Importance of Customer Preference: -

Customer preference determine what products people with busy within their budget,
understanding consumer preference will give you an indication of consumer preference demand.
This will also help to determine the price.

8
JEWELLERY

Talking about the significance of jewellery in the life of women in India, they are gifted jewellery in
different phases of life such as, at birth, at coming of age, in marriage, on becoming a mother, etc.
Certain ornaments, such as mangalsutra, nath (nose ring) and toe rings, quintessential for married
Indian women. From the practice of generations, these gifts are still continuing without any abruption.
Jewellery gifted to women at the time of her marriage is called 'stridhan' i.e. wealth of women, which
in short is symbol of wealth, power and femininity. Jewellery which are used for the enhancement of
gold and silver jewellery. Gold jewellery is the most popular among South Indian women. In southern
part of India, gold is considered auspicious and a status symbol. Talking about the art on gold
jewellery, there are different brands that comes into our mind. It is a Mughal-inspired art of setting
precious stones like diamonds, rubies, and emeralds in gold and silver jewellery. In Meenakari,
enameling is done to protect gold and floral pattern colored in red, blue and green attracts the attention.
Silver jewellery is not far behind in popularity, particularly because of its affordability, making it
popular among low income group people. Jhumka, hansli, chokar, nath and bracelets made of silver are
quite popular among women in India. In short, the range of jewellery in India is wide as well as varied.
Society is a diversified in all aspects. We see this among consumers, marketers, producers and even
among consumer behavior from theoretical aspects. Jewellery is one of the oldest types of archaeology
artefact– with 100,000-year-old beads made from Nassarius shells thought to be the oldest known
jewellery. The basic forms of jewellery vary between cultures but are often extremely long-lived. India
has been, over the ages, the home of pearls and gems. The nation was the main wellspring of precious
stones for more than 2000 years, until stores were found in brazil in 1760. The study of gemmology
was all around created in India as ahead of schedule as the start of the main century. The book
"Ratnapariksha" by Buddha Bhatt composed around then depicts the showing syllabi for testing and
valuation of valuable stones and precious stones. The Ramayana and Mahabharata possess large
amounts of portrayals of decorations and the obligations of the goldsmiths were characterized in the
code of Manu. The rajas and maharajas jumped at the chance to have the most wonderful and the most
brilliant bits of gems. Sanctuaries and edifices up held a wide range of styles of adornments scented
sandalwood dot accessories, the supplication dab of the rudraksh (Berry of the elaocarpuscanitrus)
accessories, multi-shaded silk and gold string pieces of jewellery.

According to Hindu belief, gold and silver are considered as sacred metals. Gold is symbolic of the
warm sun, while silver suggests the cool moon. Both are the quintessential metals of Indian jewellery.
Pure gold does not oxidise or corrode with time, which is why Hindu tradition associates gold with
immortality. Gold imagery occurs frequently in ancient Indian literature. In the Vedic Hindu belief of
cosmological creation, the source of physical and spiritual human life originated in and evolved from a
golden womb (Hiranyagarbha) or egg (hiranyanda), a metaphor of the sun, whose light rises from the
primordial waters.

9
Talking about the art on gold jewellery, there are different brands that comes into our mind. There are
many different companies and brands which are famous for Jewellery. Different companies and brand
include Tanishq, PC Jewellers, Joyalukkas Jewellery, Malabar Gold and Diamonds, D’damas/Gitanjali
etc.

TANISHQ

Tanishq is an Indian jewellery brand and a division of TITAN

COMPANY. Founded in 1994, Tanishq is headquartered
in Bangalore, Karnataka, India. Tanishq is a brand of
jewellery retail stores in India. The brand is the property of titan
company, which is back by Tata group and TIDCO.
The name Tanishq was chosen by Titan's first managing
director Xerxes Desai. According to sources, the name is formed
with the two words Tan (body) and Nishk (gold ornament) in the
Sanskrit language, a name synonymous to superior craftsmen or Tanishq Showroom
absolute design. In October 2020, Tanishq was at the centre of a
controversial commercial that sparked backlash on social media over the depiction of Hindu and
Muslim community in matrimonial setting. After heavy negative reactions on social media, the
company withdrew the ad. NDTV reported that there was mob attack at Tanishq showroom in Kutch
district however, it was rejected as false claim by Gujarat police. In a press release the company
expressed they had withdrawn the ad as it hurt the sentiments of the Hindu community and safety
concerns of their employees and stake holders. Another controversy was filed on 9th Nov when the
company stopped its ad of celebrating Diwali without crackers. In 2017, Tanishq launched a sub-brand
called Rivaah targeting the wedding segment. In January 2017, the Titan group merged its Gold
Plus stores with the larger Tanishq retail brand. In April 2017, Tanishq launched the sub-brand
Mirayah to cater to women under their 40s. In December 2017, Tanishq launched the Aveer line, its
first line of products for men.

Malabar Gold and Diamonds

Malabar Gold and Diamonds is a BIS certified Indian jewellery group headquartered
in Kozhikode, Kerala, India. It was founded by M. P. Ahammed in the year 1993 The company has
more than 250 showrooms across 10 countries at present which makes it one of the largest chain of
jewellery stores in the world. The company also owns a network of luxury watch boutiques
across India, which operates under the name Malabar Watches.

10
Malabar Gold and Diamonds deals in a variety of gold,
diamonds, silver, and lifestyle articles.[ The brand’s
exclusive collection of jewellery is named:

 Mine: Diamond Jewelry

 Era: Uncut Diamond Jewelry
 Divine: Indian Heritage Jewelry
 Ethnix: Handcrafted Designer Jewelry
 Starlet: Kid’s Jewelry
 Precia: Precious Gem Jewelry
Malabar Gold & Diamonds showroom

Malabar Gold & Diamonds has showrooms located

throughout India in all the major cities such
as Delhi, Gujarat, Andhra Pradesh, Haryana, Karnataka,
Kerala, Tamil Nadu, Telangana, Andhra Pradesh, Uttar Pradesh, West Bengal, and Punjab. Besides
India, it also has showrooms in Bahrain, Kuwait, Malaysia, Oman, Qatar, Saudi Arabia, Singapore,
and UAE. It entered into the U.S market in 2018.

PC Jewellers

PC Jeweller Limited is a jeweller based in New Delhi, India.

It started operations in April 2005 with one showroom
at Karol Bagh Delhi and 84 showrooms in India. It is a first
generation business promoted by two brothers- Padam
Chand Gupta and Balram Garg. It presently has 84 stores in
70 cities and 19 states.
PC Jeweller engages in the manufacture, export, wholesale
and retail of gold and diamond jewelry in India. The
company's business model consists of opening large format,
standalone stores at high street locations. The company sells
only hall marked jewellery and certified diamond jewellery.
he company procures a large portion of its gold under the Reserve Bank of India's Metal (Gold) Loan
11
policy. PC Jeweller had its initial public offering in December 2012. As of 2012 the company planned
to open 20 stores each year and start opening franchise stores as well.

Kalyan Jewellers

Kalyan Jewellers is an Indian chain of jewellery showrooms. It has presence across major cities in the
country and in West Asia with a workforce strength of over 8,000 employees.
The company open its initial public offering on 16 March 2021, and
was publicly listed on 26 March 2021.
Kalyan Jewellers was founded by T. S. Kalyanaraman, who opened
the first jewellery showroom in 1993 in Thrissur, Kerala, India with Kalyan Jewellers Showroom
an initial capital of ₹7.5 million.

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 center, 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.

12
D’damas/Gitanjali

Gitanjali Group was one of the largest branded jewellery

retailers in the world. It was headquartered in Mumbai,
India.[5] Gitanjali used to sell its jewellery through over
4,000 Points of Sale and enjoys a market share of over 50
per cent of the overall organized jewellery market in India.
Prominent brands housed by the group included
Nakshatra, D'damas, Gili, Asmi, Sangini, Maya, Giantti,
World of Solitaire and Shuddhi. The company was listed
on Bombay Stock Exchange with script code
532715, National Stock Exchange of India script
name Gitanjali
Gitanjali Showroom

These are some of the famous companies/brands of jewellery in India. Gold is a symbol of prosperity
and appeals to both younger and older generations across social strata within the country. The fashion-
wear segment that currently has 8 to 10 percent share but has gained importance with the increase in
demand for jewellery. The growth in this segment is being driven by rising income levels and the
adoption and promotion of western concepts such as solitaire engagement rings.
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. They used to buy heavy jewellery during the marriage season. But now they also
look for genuine, trendy and designer jewellery. This is evident in their offerings, collection and
merchandising campaigns. The Indian Jewellery market is undergoing a gradual change from
Traditional to Branded formats. Consumers are more quality conscious than ever before. One of the
largest user sectors in the country is the jewellery market, then telecommunication and possibly second
only to the foods sector.

Like other tribal communities in India, the traditional style of clothes as well as dressing in Himachal
Pradesh includes ornaments for all parts of the body. Himachal Pradesh used to be ruled by Rajput’s
and therefore the jewellery designs often include the traditional Rajasthan style of Meenakari
13
(enameling done on gold and silver). The jewellery of Himachal Pradesh is quite unique. Elliptical
anklets, solid iron-headed bangles, hair ornaments, peepal-leaf-shaped forehead ornaments, and
pendants with motifs of the mother goddess are some of the exquisite pieces Himachal Pradesh is
famous for. These are some of the famous companies/brands of jewellery in India. All over the state
ornaments are made by silversmiths locally called sunairs who work in both gold and silver. Himachal
jewellery is both artistic and elaborate. Both gold and silver ornaments are believed to have magical
and religious properties that protect the wearer, though silver is more commonly used in some regions.
Some regions of Himachal Pradesh use to follow their older trend of Jewellery. Kinnaur, Reckongpio,
Spiti, Sarahan and other towns (mainly the upper himachal) are some of the regions where silver
jewellery is commonly used. During weddings they follow
their trend of wearing jewellery. Bride is gifted with silver
jewellery.
The traditional names of silver jewellery of Himachal Pradesh

Necklace

 Dodmala – Beaded necklace

 Champakali
 Chandanhaar
 Sabi – lockets, inset with a painted miniature icon
 Chandrahaar – necklace of silver coins with an enamelled pendant

 Gal pattu – choker Dodmal

 Jaumala – silver beaded necklace
a
 Coral necklace

Earrings

 Karanphool
 Jhumku

Nose-rings

 Laung – large stud

 Balu – large nose rings

Champakali
 Bulak – circular nose rings

Bangles

 Kangnu – bangles with elephant head knob endings

 Silver bracelets
 Bajuband – arm bands
14
 Paijeb – anklets
 Kamarbandh – waist bands

Karanphool

15
Silver jewellery is named by different names. Some regions of Himachal follow their old trend. The
Chandrahaar or coin necklace is one of the most cherished pieces of ornaments which consists of
several silver chains linked together by a pendant and plaques that are usually enameled in blue and
green.

Kinnaur Bride

The jewellery of Himachal Pradesh is quite unique. Elliptical anklets, solid

iron-headed bangles, hair ornaments, peepal-leaf-shaped forehead
16
ornaments, and pendants with motifs of the mother goddess
are some of the exquisite pieces Himachal Pradesh is
famous for.

Shringar-patti is worn on forehead and it includes a fringe

worn on either side of the face, consisting of a star or geometrical shaped Shringar-patti
pieces linking to each other. Hung from it are pipal leaves or stars or
drops. There are also moon or crescent shaped plaques sometimes
enamelled, suspended on to the middle forehead.

An interesting ornament is worn by married women of Kinnaur. It is called khul-kantaie and consists of
several, often a couple of dozen, large earrings worn hanging down from the hair over the ears mounted
on a strap of cloth. Another special ornament here is digra, a decorated shawl pin consisting of a silver
plaque with fine carving
on it and a silver chain
to connect the two
opposite corners of the
digra. Anothe r amazing
ornament is mulmentho,
multi-joined chains with
numerous pipal leaf
shaped penda

Khul-kantaie Mulmentho

17
Silver Jewellery are mainly used in some of the regions. Other than silver jewellery, gold jewellery is
used. Some regions of Himachal mainly use gold jewelries for weeding’s. Necklace, ring, Mangalsutra,
etc., are made of gold. Many gold jewellery brands are there, yet hamirpur has its own individuality.
Hamirpur is acclaimed for its own handmade jewellery designs. Gold is a symbol of prosperity and
appeals to both younger and older generations across social strata within the country. There are no
jewellery companies or brands like Tanishq, Kalyan Jewellers, PC Jewellers, (many other brands). But
Jewellery is special not just by their brands or designs but also because of the history it has of its own
like hamirpur having their own history of jewellery. With the passing generations the hamirpur
jewellery that each bride wear might not have changed, but the design surely modernized with age. In
India or in Himachal or it may be in hamirpur Jewelries plays a symbolic role.
People having some significant roles of jewelries in their life. That is fulfil by hamirpur jeweler’s by
giving satisfaction to their customer's. In hamirpur traditional marriage the pieces of jewelries worn by
the bride signifies that she is to become a part of her husband' s extender family. In every function it
may be marriage, birth of child, anniversary etc. jewellery plays most important role.
We all know that our planning should always be dynamic, changes must necessary time to time and
this planning strategy is adopted by hamirpur jeweler’s. They consider customers demand what they
want or what they are willing to buy.
In hamirpur handmade jewelry is made by an artist without the use of mass-manufacturing machines.
The western influences are not yet prominent but has become visible in the young generations but
Ethnic jewelry is preferred rituals and ceremonies. And this brilliant creativity by handmade has now
turned into a prospering handmade business.
Now, in hamirpur large scale of jewellery shops are available from this consumer having many options.
They can buy whatever or from wherever they can be willing to buy. Basically, Jewelry is considered
in monopolistic competition which involves many buyers and many sellers The sellers in these markers
sell product that are closely related, but not identical like in hamirpur consumer are to buy jewelry from
any shop but work done that they are needed is selected themselves.

18
 CHAPTER 2

REVIEW OF LITERATURE

19
Review of literature

Review of literature is necessary as it familiarizes the researcher with the concept and conclusion
already evolved by earlier analysis. It also enables the present researches to measure the scope for
future study and to frame appropriate objectives for the proposed evaluation. Since the proposed study
is to analyse the gap between expectation and perception in service quality the previous studies made in
this area of research the briefly reviewed. It also includes the opinion expressed by various authors in
leading articles, journals and notebook.

Ekanayake, Shynmalie and Dhamika Abeysinghe (2010) observed that at the gems and jewellery
industry in Sri Lanka has been capable enough to develop a competitive product base but has been
positioned to experience a reduction in market value. This reduction has resulted in the disintegration
of the industry value system, forcing the firms to work in isolation. They stated that the industry value
system is handled by private sector entrepreneurship without state interference.

Kala, Alok (2010) Reported that jewellery industry has registered a 16 per cent increase in the total jewellery
exports in 2009-10. The industry contributes 13 percent to India’s total goods exports. The figure stated that
India’s shape shares in world market witnessed an increase from 60 to 70 per cent in value terms. The USA
remained India’s largest consumer of jewellery. (Kala, "'Gems Stone and Jewellery in Jaipur''., 2010)

Urvashi Soni Sinha (2011)

The paper is an ethnographic study examining the gendering of jewellery production in the villages of
Medinipur, West Bengal, India. The jewellery (primarily hand woven silver chains) is marketed
nationally and internationally and the villages are linked to the domestic and the global markets
through a series of subcontractors. The paper is a critical analysis and deconstruction of the gendered
division of labor where women's work in chain-weaving is constructed as ‗leisure activity, requiring
little training and carried out at home. The women are rendered invisible as workers through the
discursive practices of control over their sexuality, restricting their mobility geographically and in the
job hierarchy, and earn a low average wage of INR 1.35/hour for chain-weaving. Men engage in the
soldering and finishing of chains, which is constructed as ‗tough ‘, requiring long training, carried out
in the visible spaces of the workshops and are paid an average wage of INR 5/hour. The discourses
feed into the subjective identities of men as bread-winners and constitute women as housewives.
However, women challenge the construction of chain-weaving as ‗leisure ‘. In their affirmation of
chain-weaving as ‗work’ they present a fragmentation to their subjective identities as housewives and
navigate their paradoxical situation; an ambivalence created by what they do, how they view what they
do and how they are viewed in doing it. In addition, some women cross the gendered division of
laborand engaged in soldering, thus challenging its construction as particularly ‗tough ‘for women.
Although how this disruption is currently negotiated mutes its resistive effect, the fact of it has created

20
new discursive practices by which the crossing of the gendered divide is achieved.

According to Kearney, (2013) Gold is a symbol of prosperity and appeals to both younger and older
generations across social strata within the country. The fashion-wear segment that currently has 8 to 10
per cent share but has gained importance with the increase in demand for Gold jewellery. The growth
in this segment is being driven by rising income levels and the adoption and promotion of western
concepts such as solitaire engagement rings. Who is influencing the buying decision? It can be for
family, friends, and needs. This survey explored that none of the women were influenced by their
female friends hence they infer that women play minor role, when it comes to influencing her friend in
buying of Jewellery.

Study conducted by Siegel, Dina (2009) Highlighted the presence of Indian dealers, community and
Indian market in Antwerp. In his study, Siegel stated that most of the families involved in the diamond
sector in Antwerp came from the region of Gujarat, a region with a longstanding tradition of
resettlement all over the world. As per GJEPC (2008) Highlighted that the current global financial
render down has hit the Indian jewellery industry. Update on the jewellery industry and reduction in the
value addition norms for jewellery industry has also been discussed. Export and import data of
jewellery products have also been displayed in this newsletter.

Another article Shweta B.H. ‘How to invest in gold’ states different view investing, she suggests
protecting wealth rather than creating wealth and states that gold is one such investment. The article
also states that gold is an asset which has long term intrinsic value which helps to shield from inflation,
currency debasement and equity market bears. It also helps to save countries purchasing power and is
not much affected by countries economic condition. They recommended to have 10-20% gold in
investment portfolio.

Untracht, Oppi (1997): Mr. Oppi explained that only display of wealth is not very important as the
life of people is very simple in India he also took up an opportunity in the integral element of the life
within India. The Indian gem and jewelry council explains and identifies many Indian jewelry firms
who explores the Indian business of gem and jewelry in this that he observes major Indian jewelry
firms possess very high significance from their cultural opinion.

Sevdermish, Menahem, Alan R. Miciak and Levinson6 (1998): in this paper submitted he studied
that there is a rising trend in this industry. The diamond cutting industry has a great impact on the
jewelry industry. They examined that the modern diamond grew at a remarkable rate of about 85 % in
the polished weight and by about 250 % in the value of polished diamonds. Today India has controlled
over more than 90% of polished diamonds and about 10 %as a share of its wastage.
21
 CHAPTER -3

RESEARCH
METHODOLOGY

22
RESEARCH MTHODOLOGY

The present study is carried out to analyse the customer satisfaction level with the Jewellery. For this
purpose, descriptive research approach followed and for the same, surreys, are undertaken to learn
about people knowledge, benefit, preference, satisfaction/dissatisfaction etc. and to measure these
magnitudes in the general public. Accordingly, data after collection have been processed and analyzed
using percentages and ratios. Data obtained during the study was systematically tabulated and
interpreted with the help of tables or charts.

OBJECTIVES OF THE STUDY

I have prepared this report with some specific objectives
1). To measure the level of satisfaction of customers of jewellery
2). To find out satisfaction level of customers.
3). Know the buying behavior of the customers towards jewellery.

Sample Size

The sample size of 100 customers of the Jewellery was taken from HAMIRPUR District HIMACHAL
PRADESH.

DATA COLLECTION

A) Primary Data- The primary data collected through questionnaire administered to a sample of 100
customers selected from Hamirpur city (H.P.) the questionnaire was pre-designed and pretested before
it was administered.

B) SECONDARY DATA-Secondary data was collected through various publication of newspaper,

magazines, books and websites of Jewellery websites.

23
TOOLS AND TECHNIQUES
The questionnaire contained numerous parameters covering various aspects of customer’s satisfaction.
A five-point Likert scale used to qualify responses to the question. The weighted average score was
calculated for each Likert type statement to measure level of satisfaction. A frequency table comprising
of five kinds of responses prepared for each mean score for each variable calculated.

SCOPE OF THE PRESENT STUDY

Every organization is depending upon of their customers because the customer is also known as the
assets of an organization. The customer’s satisfaction is directly influenced by the services quality of
the organization; hence the customer should be properly satisfied because high satisfaction among
customers reflects service and efficiency of the organization in all respects. An organization should
find all factors which lead dissatisfied among customers and try to correct discrepancies leading to
dissatisfaction. A customer also directly and indirectly helps to advertisement of an organization, so the
customer happiness is very important tool to attract new customers.

Limitation of the study:

The study report consists of some limitations: -
• The report has been conducted with in a limited time frame.
• The study was limited to the customer of Hamirpur.
• Sample were selected conveniently.
• The sample of size was limited to 100 only and the sample size may not represent whole market.
• Only selected areas have been considered for the study.
• The accuracy of the finding so study depends upon the correctness of the responses provided by the
respondents.
• Unwillingness of some respondents to provide information is another limitation.

24
 CHAPTER - 4

ANALYSIS
AND
INTERPREATATION

25
EXPLORATORY STATISTICS

Exploratory statistics examination is a way to deal with investigation informational collections to

abridge their principle attributes, regularly with visual strategies. In this section exploratory statistics is
used to analyses the frequency trends observed in different demographic and other variable under
study.

SECTION-1

In this section an attempt has been made to know respondent’s decision while purchasing and about
finance facility provided by companies.

SECTION-2

In this section an attempt has been made to check comfort and action toward complaints lodged.

26
How often do you buy jewellery (for yourself or as a gift)?

Table 4.1

Gender No. of Response Percentage

Male 25 25%

Female 74 74%

Prefer not to say 1 1%

Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
74% of the jewellery customers are females while purchasing the jewellery and 25% are males and 1%
prefer not to say.

27
 Are you likely to buy jewelry for yourself or as a gift?

Table 4.2

Status of person No. of responses Percentage

Married 19 19%

Unmarried 81 81%

Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
The question was to know the status of person where 81% of people are unmarried and 19% people are
married.

28
 How often do you wear jewellery?

Table 4.3

Purchase of jewellery No. of responses Percentage

More than once a month 3 3%

Monthly 8 8%

Once every 6 months 8 8%

Yearly 19 19%

Rarely 50 50%

Never 12 12%

Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
The question was to know how often do you buy jewellery where 50% people buy jewellery rarely –
only on special occasions, 19% of people prefer to buy jewellery once a year, 8% of people buy once
every 6 months, 8% people buy jewellery monthly, 3% people buy jewellery monthly and 12% of
people never buy jewellery.
29
30
When you buy jewellery, what criteria do you normally look for
Table 4.4

Gift or Yourself No. of responses Percentage

For Myself 55 55%

As a Gift 22 22%
Both 23 23%
Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
The question was to know does people like to buy jewellery as a gift or themselves where 55% people
buy jewellery for themselves, 22% of people prefer to buy jewellery as a gift and 23% people buy
jewellery for both (for themselves or as a gift).

31
Do you agree to buy jewellery online

Table 4.5
Buy jewellery online No. of responses Percentage

Yes 12 12%

No 73 73%

Neutral 15 15%

Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
The question was to know that people agree to buy jewellery online where 75% of people say no for
online purchase where 13.3% people say yes and 11.7% people are neutral for purchase.

How do you buy your jewellery

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 Table 4.6

Money spend on purchase No. of responses Percentage

<10000 37 37%

10000-50000 42 42%

50000-100000 15 15%
>100000 6 6%
Total 100 100%

Source: Data complied through questionnaire.

How much do you generally spend on each purchase made?

100 responses

6%

15%

37%

42%

Interpretation:
The question was to know how much do you generally spend on each purchase made where the
responses were like 31.7% people use to buy jewellery less than 10000, 48.7% people prefer to buy
between 10000 to 50000, 16.7% of people prefer to buy between 50000 to 100000 and 3.3% of people
buy jewellery above 100000.
How much do you generally spend on each purchase made
33
 Table 4.7

Who influence your decision No. of responses Percentage

Family 75 75%

Friends 7 7%

Advertisements 10 10%

Others 8 8%

Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
74.1% of the jewellery customer’s decision are influenced by family while purchasing the jewellery.
The major reason that influences the customer’s decision is family. 7.1% by friends, 10.1% by
advertisements, and 8.1% by other (like magazines).

When you buy a piece of jewellery is it usually

34
 Table 4.8

Satisfied with jewellery No. of responses Percentage

Very Satisfied 37 37%

Satisfied 46 46%

Neither satisfied nor dissatisfied 11 11%

Dissatisfied 4 4%

Very Dissatisfied 2 2%

Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
Above question was to know the satisfaction for jewellery purchases by customers where 37% people
are very satisfied with the jewellery the buy. 46% of people are just satisfied with the jewellery they
buy whereas 11% of people are neither satisfied nor dissatisfied and 4% of people are dissatisfied with
35
the jewellery they buy and 2% of people are very dissatisfied.

What style/type of jewellery do you like to wear

Table 4.9

Jewellery wear No. of responses Percentage

Everyday 15 15%

Weekends only 5 5%

Only on special occasions 80 80%

Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
80% of people use to wear jewellery only on special occasions. It means majority people use to wear
jewellery only on special occasions. 15% of people wear jewellery everyday whereas only 5% of
people wear jewellery in weekends only.

36
What material/ metal do you prefer most

Table 4.10

Buying jewellery is usually No. of responses Percentage

Planned 76 76%

Impulsive 24 24%

Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
76% of people make plans before buying jewellery. They buy jewellery by making plan or discussing
before purchase whereas 24% of people buy jewellery impulsive.

37
What jewellery items/pieces do you generally buy or get bought for you

Table 4.11

Material/Metal No. of responses Percentage

Gold 62 62%

Silver 20 20%

Platinum 18 18%

Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
Above question was to know what material/metal do you prefer most where 62% of people prefer gold,
20% of people prefer silver whereas 18% of people prefer platinum.

38
Do you prefer to buy gold items from particular shops

Table 4.12

Buy gold items No. of responses Percentage

Yes 79 79%

No 21 21%

Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
Above question was to know does people prefer to buy jewellery from particular shops where 79%
people prefer to buy from particular shop and 21% people does not prefer to buy.

39
Who influence your decision most while purchasing jewellery

Table 4.13

Compare design and prices No. of responses Percentage

Always 17 20%

Often 14 16.7%

Sometimes 28 21.7%

Rarely 21 21.7%

Never 20 20%

Total 100 100%

Source: Data complied through questionnaire

Interpretation:
Above question was to know do people compare the designs and prices of the same between the
branded showroom and local dealers while purchasing jewellery where 20% of people always compare,
16.7% of people often compare, 21.7% of people compare sometimes, 21.7% of people compare rarely
40
and 20% of people never compare.

CHAPTER-5

FINDINGS,
SUGGESTIONS
AND CONCLUSION

41
FINDINGS OF THE STUDY

1. The major reason that influence the customer’s decision while purchasing is
family.
2. Most of people rarely buy jewellery.
3. Most of the customers are satisfied with the jewellery they buy.
4. Many customers wear simple and understated.
5. Most of the customer love to buy rings and earrings.
6. Customers prefer to buy jewellery from the particular shop.
7. People buy jewellery for both, as a gift or for themselves.
8. Most of customers jewellery is made of gold, in comparison to silver and
platinum.

SUGGESTIONS

Finally, some suggestions for Jewellery: -

Following activities of advertisement should be done through

1. Understand your customers

2. Mobile Advertising
3. Timely Promotions
4. Ask for feedback
5. Do a content Audit
6. Other facility must be providing the customer.

42
ANNEXURE-1

BIBLOGRAPHY

43
See F. Rogers and A. Beard, 5,000 Years of Gems and Jewelry (1940);
J. Evans, A History of Jewelry: 1100–1870 (2d ed. 1970);
A. Mason, An Illustrated Dictionary of Jewellery (1974);
P. Dormer and R. Turner, The New Jewelry (1986);
H. Tait, ed., Jewelry: Seven Thousand Years (1987);
G. Egger, Generations of Jewelry: 15th–20th Centuries (1988);
G. Daniels, Folk Jewelry of the World (1989).

44
QUESTIONNAIER
ANNEXURE – 2

45
 A
PROJECT REPORT
ON
CUSTOMER PREFERENCE AND SATISFACTION
LEVELS TOWARDS JEWELLERY IN DIST. HAMIRPUR,
HIMACHAL PRADESH

Dear Respondent,
I Am perusing MBA project from GGC
HAMIRPUR on topic Customer Preference and Satisfaction
levels towards jwellery in this questionnaire. We attempt to
study on customer preference and satisfaction levels towards
jewellery. As a case study please abolished by giving critical
comments and suppling correct information. The information
supplied by you strictly utilized for completing the project work
you kindly requested to fill up schedule by giving free and
frank opinion.

PROJECT
SURVEYER
Manish Kumar

46
 NAME: - …………….
AGE: -……………….
ADDRESS: -…………………
OCCUPATION: -…………………
E-mail id: -…………………………
Q1: - How often do you buy jewellery (for yourself or as a gift)? *

1.More than once a month

2.Monthly
3.Once every 6 months
4.Once a year
5.Rarely on a special occasion
6.Never

Q2: - Are you likely to buy jewelry for yourself or as a gift? *

1. For my self
2. As a gift
3. Both

Q3.: - How often do you wear jewellery? *

1. Every day
2. Weekend Only
3. Only on special occasions

Q4: - When you buy jewellery, what criteria do you normally look for? (Please tick any
2 that apply) *
1. Something Different
2. The Price
3. That the price in hand made
4. How the items look
5. How unique the design is
Q5: - Do you agree to buy jewellery online? *
1. Yes
47
 2. No
3. Neutral
Q6: - How do you buy your jewellery? *
1. Online
2. Shops
3. A bit of both

Q7: - How much do you generally spend on each purchase made?

1. <10000
2. 10000-50000
3. 50000-100000
4. >100000

Q8: - When you buy a piece of jewellery is it usually...

1. Planned
2. Impulsive
Q9: - What style/type of jewellery do you like to wear?
1. Delicate
2. High end
3. Simple
4. Set with diamond
5. Costume
Q10: - What material/ metal do you prefer most?
1. Gold
2. Platinum
3. Silver

Q11: - What jewellery items/pieces do you generally buy or get bought for you?(please
tick that apply)
1. Ring
2. Chain
3. Necklace
48
 4. Bangles
5. Earring
6. Others

Q12: - Do you prefer to buy gold items from particular shops?

1. Yes
2. No

Q13: - Who influence your decision most while purchasing jewellery?

1. Family
2. Friends
3. Advertisement
4. Others
Q14: - What material is your jewellery mostly made from?
1. Gold
2. Silver
3. Costume
Q15: - How satisfied you are with the jewellery you buy?
1. Very satisfied
2. Satisfied
3. Neither satisfied nor dissatisfied
4. Dissatisfied
5. Very Dissatisfied

Q16: - Before making a jewellery purchase ,do you compare the designs and prices of
the same between the branded showrooms and local dealers?
1. Sometimes
2. Rarely
3. Often
4. Always
5. Never

49