DECLARATION BY THE STUDENT

I the undersigned solemnly declare that the report of the research work entitled consumer intention to purchase Tanishq Diamond Jewellery is based on my own work carried out during the course of my study under the supervision of Mr. Rabindra Kumar Soni ( Astt. Professor). I assert that the statements made and conclusions drawn are an outcome of my research work. I further declare that to the best of my knowledge and belief the report does not contain any part of any work which has been submitted for the award of MBA degree or any other degree/diploma/certificate in this University or any other University of India or abroad.

________ __Swati Jain Enrollme nt No: AG8783

CERTIFICATE FROM THE SUPERVISOR

This is to certify that the work incorporated in the report CONSUMER INTENTION TO PURCHASE TANISHQ DIAMOND JEWELLERY is a record of research work carried out by Swati Jain bearing Enrollment No.:AG8783 under my guidance and supervision for the part fulfillment for the award of MBA Degree of Chhattisgarh Swami Vivekanand Technical University, Bhilai (C.G.), India. To the best of my knowledge and belief the Report i) Embodies the work of the candidate him/herself, ii) Has duly been completed, iii) Is up to the desired standard both in respect of contents and language for external viva. _____________ ___ Mr. Rabindra Soni Astt. Professor

ACKNOWLEDGEMENT

I would like to express my gratitude to: 1. Prof. Rabindra Soni, for giving me a chance to learn things in a practical and innovative way, and gain some experience for the same. I would also like to thank him for all his support and to encourage me and motivate me to learn new things and in different ways. 2. Prof. Shweta Agrawal, for her support. I am greatly thankful to all the advisors who helped me Knowingly and for giving information and interest in report. I would also thank my Institution and my faculty without whom this project would have been a distant reality. I also extend my heartfelt thanks to my family and well wishers

INTRODUCTION
3

This research has been done to study the consumers intention to purchase Tanishq diamond jewellery. Consumer behavior is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. Indian Jewellery Market:-The Indian gems and jewellery sector is expected to grow at a compound annual growth rate (CAGR) of around 14 per cent from 2009 to 2012. The Indian gem and jewellery industry posted 16 percent growth in exports in fiscal year 2009-2010 compared with the previous year, according to the Gem and Jewellery Export Promotion Council (GJEPC). The Indian gem and jewellery market is dominated by the unorganized sector. At present, the domestic diamond market is pegged at Rs 12,000 crore and the total jewellery market in the country is worth Rs 70,000 crore. According to the CARE report on the Indian gems and jewellery industry, India dominates the diamond processing trade with 11 out of 12 diamonds being cut and polished in India. India also dominates the gold and silver consumption globally with consumption of about 800 tonnes per annum. The industry provides employment to 1.3 million people. In the global Diamond market, Indian Diamonds account for 55 percent share in value terms, 80 percent share in caratege(weight) terms and 90 percent share in volume terms. Today there is an entire range of Diamond in nearly every size, quality and cut. Tanishq is the market leader in the branded Diamond jewellery followed by Gitanjali Gems Ltd. and Rosy Blue Group. Gem & Jewellery Council has launch brand Anant which is a part of its ongoing India Diamond Jewellery Promotion (IDJP) campaign, whose sole mission is to promote Diamond jewellery trade in India. This apex body of the gem & jewellery industry has played a significant role in the evolution of the Indian gem and jewellery industry to its present stature. 4

There are different segment in Diamond jewellery i.e Diamond perfectly blends with Ruby, Tahitian, Pearl and Gold. This study gives an overview about the different segment where Diamond jewellery market in India is concentrated and also helps in understanding the 4Cs i.e Cut, Colour, Carat, Clarity of the Diamond jewellery.

COMPANY PROFILE

Tanishq Type Industry Founded Headquarters Website Subsidiary of Titan Industries Ltd Jewelers 1995 Hosur, Tamil Nadu Tanishq official website

Titan Industries is India's leading manufacturer of watches and jewellery and the world's sixth largest manufacturer brand of watches. Established in 1984 as a joint venture between theTata Group and the TamilNadu Industrial Development Corporation, the company transformed the Indian watch market, offering quartz technology with international styling, manufactured at its stateof-the-art factory at Hosur, Tamil Nadu.In 1995, the company diversified into jewellery under the brand Tanishq. Tanishq is a prominent jewellery brand of India. It pioneered the concept of branded jewellery and ornaments in India. It is a division of Titan Industries Limited, a company promoted by the Tata Group, one of India's largest conglomerates. The name Tanishq has been formed by combining "Ta" (the first two letters of Tata) and "Nishk or Nishkh" (meaning gold coin or necklace in Sanskrit). Tanishq has an exquisite range of gold, gems and diamonds jewelery. It is Indias largest and fastest growing jewellery brand in India. Tanishq started in 1995 and challenged the established family jeweller system prevalent in India. Tanishq has set up production and sourcing bases with thorough research of the jewellery crafts of India. The Tanishq factory located at Hosur, Tamil Nadu (India) spreads over 135,000 sq ft (12,500 m2) and complies with all labor and environmental standards. Product line of Tanishq:Tanishq diamonds:- Finding your perfect piece of diamond jewelry is an exhilarating and unique experience. As with any significant purchase, it is important that you make an educated decision. Cut and crafted with utmost care, Tanishq diamonds come with a certificate of authenticity, stating the caratage, colour and clarity of the stone, to enable you to know exactly what you are paying for. No gemstone expresses human emotions more powerfully than a diamond and Tanishq transforms these precious stones into breathtaking masterpieces, each unique and splendid in design. When it 6

comes to diamonds at Tanishq you will be spoilt for choice from many collections we have to offer. Tanishq gold:- Tanishq offers you a wide range of gold jewelry in pure 22k. Our range of gold jewelry has been designed to suit all occasions from wedding to everyday wear.From the traditional harams, mangalsutras and thalis to the more fashionable earrings, chains, bracelets and rings, there is a lot to choose from at Tanishq. Tanishq propagates ethical practices not only by assuring the customer purity and selling policies, but also fair policies to the karigars who craft the jewelry Tanishq's designs in Pure 22k gold are not only unique, expressing the wearer's individuality but each piece is subject to the intricate process of design, crafting and stone setting with stringent quality standards at every point. At Tanishq, we cater to every occasion. Our collections in gold abound from the grandiose wedding collection to exotic kundan and polki, from the stunning Aarka collections to the exclusive Nakashi work. We ensure that we have something for everyone with our baby range, 9 to 5 for the working woman and high fashion, men's wear, teen's collection and regional specific designs. Tanishq platinum:- Tanishq India Limited offers a wide variety of platinum jewellery. Platinums purity endows it with a brilliant white luster. This helps to reflect the true radiance of diamonds. Platinum is generally 95 pure. They offer from the traditional harams, mangalsutras and thalis to the more fashionable earrings, chains, bracelets and rings. Platinum are the most rare, enduring, beautiful, luxurious, classic, and eternal element, which is the perfect host for diamonds. Tanishqs diamonds are cut and crafted with utmost care; they come with a certificate of authenticity, stating the caratage, colour and clarity of the stone

LITREATURE REVIEW
Who are consumers:- consumers are individuals or households that "consume" goods and services generated within the economy. Since this includes just about everyone, the term is a political term as much as an economic term when it is used in everyday speech. Typically when businesspeople and economists talk of "consumers" they are talking about person-as-consumer, an aggregated commodity item with little individuality other than that expressed in the buy/not buy decision. However there is a trend in marketing to individualize the concept. Instead of generating broad demographic and psychographic profiles of market segments, marketers are engaging in personalized marketing, permission marketing, and mass customization. Consumer Buying Behavior:-Possibly the most challenging concept in marketing deals with understanding why buyers do what they do (or dont do). But such knowledge is critical for marketers since having a strong 7

understanding of buyer behavior will help shed light on what is important to the customer and also suggest the important influences on customer decisionmaking. Using this information, marketers can create marketing programs that they believe will be of interest to customers. As you might guess, factors affecting how customers make decisions are extremely complex. Buyer behavior is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made. But those who have spent many years analyzing customer activity have presented us with useful guidelines in how someone decides whether or not to make a purchase. Black Box Model
ENVIRONMENTAL FACTORS BUYER'S BLACK BOX

Marketing Environmental Buyer Decision Process RESPONSE Stimuli Stimuli Characteristics Product Problem choice recognition. Economic Attitudes Brand Information search. Product Technological Motivation choice Alternative Price Political Perceptions Dealer evaluation. Place Cultural Personality choice Purchase decision. Promotion Demographic Lifestyle Purchase purchase Natural Knowledge timing Post-purchase Purchase behaviour amount The black box model shows the interaction of stimuli, consumer characteristics, decision process and consumer responses.[1] It can be distinguished between interpersonal stimuli (between people) or intrapersonal stimuli (within people).[2] The black box model is related to the black box theory of behaviorisms, where the focus is not set on the processes inside a consumer, but the relation between the stimuli and the response of the consumer. The marketing stimuli are planned and processed by the companies, whereas the environmental stimulus are given by social factors, based on the economical, political and cultural circumstances of a society. The buyers black box contains the buyer characteristics and the decision process, which determines the buyers response. The black box model considers the buyers response as a result of a conscious, rational decision process, in which it is assumed that the buyer has recognized the problem. However, in reality many decisions are not made in awareness of a determined problem by the consumer.

BUYER'S

Problem Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Post-Purchase Evaluation

Purchase

Fig:-Consumer Buying Decision Process

1. Problem Recognition(awareness of need)-difference between the desired state and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates your need to eat. Can be stimulated by the marketer through product information--did not know you were deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes. 2. Information searcho Internal search, memory. o External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources; comparison shopping; public sources etc. A successful information search leaves a buyer with possible alternatives, the evoked set. Hungry, want to go out and eat, evoked set is Chinese food Indian food burger king Klondike kates etc 3. Evaluation of Alternatives-need to establish criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, indian gets highest rank etc. If not satisfied with your choice then return to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treated differently. Marketers try to influence by "framing" alternatives. 4. Purchase decision-Choose buying alternative, includes product, package, store, method of purchase etc. 5. Purchase-May differ from decision, time lapse between 4 & 5, product availability.
o o o o

6. Post-Purchase Evaluation-outcome: Satisfaction or Dissatisfaction. Cognitive Dissonance, have you made the right decision. This can be reduced by warranties, after sales communication etc. After eating an indian meal, may think that really you wanted a chinese meal instead.

Types of Consumer Buying Behavior Types of consumer buying behavior are determined by:

Level of Involvement in purchase decision. Importance and intensity of interest in a product in a particular situation. Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others.

High involvement purchases--Honda Motorbike, high priced goods, products visible to others, and the higher the risk the higher the involvement. Types of risk:

Personal risk Social risk Economic risk

The four type of consumer buying behavior are:

Routine Response/Programmed Behavior--buying low involvement frequently purchased low cost items; need very little search and decision effort; purchased almost automatically. Examples include soft drinks, snack foods, milk etc. Limited Decision Making--buying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of time for information gathering. Examples include Clothes--know product class but not the brand. Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or infrequently bought products. High degree of economic/performance/psychological risk. Examples include cars, homes, computers, education. Spend alot of time seeking information and deciding. Information from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the buying process. Impulse buying, no conscious planning.

The purchase of the same product does not always elicit the same Buying Behavior. Product can shift from one category to the next. For example: Going out for dinner for one person may be extensive decision making (for 10

someone that does not go out often at all), but limited decision making for someone else. The reason for the dinner, whether it is an anniversary celebration, or a meal with a couple of friends will also determine the extent of the decision making.

Consumer Buying Behavior is the behavior that a consumer display while buying the product or a service. Each and every consumer has his/her own buying behavior that he displays it during purchase of different products. This behavior displayed by the consumer is the result of a number of influences which he/she receives from the environment. These influences can be categorized into four factors viz. Cultural factors, Social factors, Personal factors and Psychological factors.

Cultural Factors Culture, subculture and social classes are particularly important in buying behavior. Culture is the fundamental determinant of a persons wants and behavior. Each culture consists of smaller subcultures that provide more specific identification and socialization of its members. Subculture includes nationalities, religions, racial groups and geographic regions. Social Factors In addition to cultural factors a consumers behavior is influenced by such social factors as reference groups, family and social roles and statuses. A persons reference group consists of all the groups that have a direct (face to face) or indirect influence on the persons attitudes or behavior. Groups that have direct influence on a person is called as membership groups. Some membership groups are also called as primary groups, such as family, friends, neighbors and coworkers with whom the person interacts fairly continuously and informally. People also belong to secondary groups such as religious, professional and trade union groups which tend to be more formal and require 11

less continuous interaction. Aspirational groups are those a person hopes to join; dissociative groups are those whose values and behavior an individual rejects. The family is the most important consumer buying organization in society, and family members constitute the most influential primary reference group. A person participates in many groups-families, clubs, organizations. The persons position in each group can be defined in terms of role and status. A role consists of the activities a person is expected to perform. Each role carries a status. Personal Factors A buyers decisions are also influenced by personal characteristics. These include the buyers age in the life cycle, occupation, economic circumstances, lifestyle and personality and self concept. People buy different goods and services over a lifetime. They eat baby food in the early years, most foods in the growing matured years and special diet in the later years. Occupation also influences consumption patterns. A blue collar worker may buy work clothes, work shoes and lunch boxes. A company president may buy expensive suits, air travel and country club membership. People from same subculture, social classes and occupation may lead quite different lifestyles. A lifestyle is a persons pattern of living in the world expressed in activities, interest and opinions. Psychological Factors A persons buying choices are influenced by four major factors viz. motivation, perception, learning, believes and attitudes.

Important Attribute of Consumer Buying Behavior effecting Diamond Jewellery Industry

Location of purchase of Diamond jewellery Combination of Diamond jewellery with other metals/stones 12

Carat Colour Cut Price Popularity of Brand Trust in the Brand Size Any occasions/festivals Certifications Celebrity Endorsement Promotion Wide variety of design Brand Name Exhibitions New collection

Top Reason why consumer purchase Diamonds are listed below: Sentimental value To feel good about self Express individuality Be modern & up-to-date Be cool and trendy Make a good first impression Look professional at work Be admired and respected Display wealth & status

13

Research Model

14

H1

H2

H3

H5

H4

Fig:- Model for factors influencing customer intention to purchase a product.

Explanation of model Design of Product , Price , Brand Name , Promotion are independent factor that generates Relative Attractiveness, i.e. Relative Attractiveness is dependent variable which is dependent on Product , Price , Brand Name , Promotion and Intention to purchase is dependent on Relative Attractiveness. Design of Product , Brand Name , Price , Promotion are majorly dependent on the following :15

Design of Product is independent factor but the other factors which generate relative attractiveness for product are as follows:1. I feel cuttings of Tanishq jewellery is good 2. I feel color of Tanishq jewellery is good 3. I feel Tanishq is having wide variety of jewelleries 4. I feel combination of a particular metal/stone jewellery with other metals. Brand Name is independent factor but the other factors which generate relative attractiveness for brand are as follows: 1. I feel of jewelleries of Tanishq are good 2. I am having faith in Tanishq jewelleries. 3. I feel jwelleries made by Tanishq are more popular. 4. Jwelleries made by Tanishq are more popular than other branded jwelleries.

16

Promotion is independent factor but the other factors which generate relative attractiveness for promotion are as follows on:I feel exhibitions of Tanishq jewelleries good I feel launch of new collection are good I feel the Celebrities who endorsed Tanishq jwelleries are good.

Price is independent factor but the other factors which generate relative attractiveness for price are as follows on:It is possible to get better discount on purchasing Tanishq jewelleries It is cheaper to buy Tnishq jewelleries I will save more money by purchasing Tanishq jewelleries Relative Attractiveness is dependent on:Compare to other jewelleries Tanishq jewelleries are of good quality Compare to other jewelleries Tnishq jewelleries offer value for money Compare to other jewelleries Tanishq jewelleries are more appealing to me Compare to other jewelleries Tanishq jewelleries offers good combination of a particular metal/stone jewellery with other metals Intention to Purchase is dependent on:I am planning to purchase Tanishq jewelleries within 3 months My intention is to purchase Tanishq jewelleries for my routine usage within next 3 months I would like to discontinue using gold jewelleries

17

RESEARCH METHODOLOGY

Research methodology consist of three sections.

1.Objectives of research plan 1. To study the impact of DESIGN on RELATIVE ATTACTIVENESS of Tanishq diamond Jewellery. 2. To study the impact of BRAND NAME ATTACTIVENESS of Tanishq diamond Jewellery. on RELATIVE

3. To study the impact of PRICE on RELATIVE ATTACTIVENESS of Tanishq diamond Jewellery. 4. To study the impact of PROMOTION on RELATIVE ATTACTIVENESS of Tanishq diamond Jewellery. 5. To study the impact of RELATIVE ATTACTIVENESS on INTENTION TO PURCHASE Tanishq diamond Jewellery.

Hypothesis Test

Hypothesis Test 1 H1:There is significant relationship between DESIGN and RELATIVE ATTACTIVENESS. It is assumed that Design is having positive relationship with Relative attractiveness because if the design is good its relative attractiveness increases. 18

Hypothesis Test 2 H2: There is significant relationship between BRAND NAME and RELATIVE ATTACTIVENESS. It is assumed that Brand name is having positive relationship with Relative attractiveness because if the design is popular and good its relative attractiveness increases. Hypothesis Test 3 H3: There is significant relationship between PRICE and RELATIVE ATTACTIVENESS. It is assumed that Price is having negative relationship with Relative attractiveness because if the price increases relative attractiveness decreases and if price decreases relative attractiveness increases. Hypothesis Test 4 H4: There is significant relationship between PROMOTION and RELATIVE ATTACTIVENESS. It is assumed that Promotion is having positive relationship with Relative attractiveness because if the Promotion is good its relative attractiveness increases. Hypothesis Test 5 H5: There is significant relationship between RELATIVE ATTRACTIVENESS and INTENTION TO PURCHASE. It is assumed that Relative attractiveness is having direct relationship with Intention to purchase because if the Relative attractiveness is positive it intend to purchase Tanishq diamond jewellery. 2. Research Plan and Sample RESEARCH PLAN Research Design Research Method Used Measurement Scale Research Technique Used Data Collected Sampling Plan No. of Samples Collected Causal Survey Likert Questionnaire From Bhilai,Durg,Raipur Convenience 60 19

The research plan includes the various questions like Design by Tanishq, price by Tanishq, promotion made by Tanishq? The research design used in the study is Causal Research. Causal Research explores the effect of one thing on another and more specifically, the effect of one variable on another. The research is used to measure what impact a specific change will have on existing norms and allows market researchers to predict hypothetical scenarios upon which a company can base its business plan. .DATA COLLECTION TECHNIQUE The data collection is being collected with the help of Questionnaire. In this technique a Questionnaire consist of number of questions printed or typed in a definite order on a form or set of forms. The Questionnaire contains question both of open and close ended. Data has been collected from Bhilai, Durg, Raipur. Objectives Of Questionnaire

Translate the information needed into set of specific questions that the respondents can and will answer. Encourage the respondent to be involved in the interview. Minimize response error.

MEASURMENT SCALE Assigning number or other symbols to characteristics of objects according to certain pre-specified rules. The attitude, perception and preferences of the respondents are measured and analyzed with the help of different scales.

SCALE USED: Scale used for the measurement of the respondent`s preferences towards Tanishq diamond jewellery is Five-point Likert Scale. In this scale the five points are given for each preference 1-Strongly Disagree 2-Disagree 3-Neutral 4-Agree 20

5-Strongly Agree SAMPLING The group you wish to generalize to , is often called the population. Sampling is that part of statistical practice concerned with the selection of a subset of individual observations within a population of individuals intended to yield some knowledge about the population of concern, especially for the purposes of making predictions based on statistical inference. BENEFITS OF SAMPLING

Better Supervision Lower cost Greater speed of data collection Greater accuracy of results.

SAMPLE SIZE Sample is the smaller collection of the units selected from the population. From the sample population the sample taken for the study is 100 out of which 60 are selected and analysis is done on the same. SAMPLING PLAN The Sampling plan technique used in the research is Convenience Sampling. Reason to Choose Convenience Sampling are:More flexible Less costly Less time-consuming The data is collected from the respondents in Bhilai, Durg, and Raipur.

DATA TABULATION AND RESULT

REGRESSION ANALYSIS In statistics, regression analysis includes any techniques for modelling and analyzing several variables, when the focus is on the relationship between a dependent variable and one or more independent variables. More specifically, regression analysis helps one understand how the typical value of the dependent variable changes when any one of the independent variables is varied, while the other independent variables are held fixed. Most commonly, regression analysis estimates the conditional expectation of the dependent 21

variable given the independent variables that is, the average value of the dependent variable when the independent variables are held fixed. Less commonly, the focus is on a quantile, or other location parameter of the conditional distribution of the dependent variable given the independent variables. In all cases, the estimation target is a function of the independent variables called the regression function. In regression analysis, it is also of interest to characterize the variation of the dependent variable around the regression function, which can be described by a probability distribution. Regression analysis is widely used for prediction and forecasting, where its use has substantial overlap with the field of machine learning. Regression analysis is also used to understand which among the independent variables are related to the dependent variable, and to explore the forms of these relationships. In restricted circumstances, regression analysis can be used to infer causal relationships between the independent and dependent variables. A large body of techniques for carrying out regression analysis has been developed. Familiar methods such as linear regression and ordinary least squares regression are parametric, in that the regression function is defined in terms of a finite number of unknown parameters that are estimated from the data. Nonparametric regression refers to techniques that allow the regression function to lie in a specified set of functions, which may be infinitedimensional. The performance of regression analysis methods in practice depends on the form of the data-generating process, and how it relates to the regression approach being used. Since the true form of the data-generating process is in general not known, regression analysis often depends to some extent on making assumptions about this process. These assumptions are sometimes (but not always) testable if a large amount of data is available. Regression models for prediction are often useful even when the assumptions are moderately violated, although they may not perform optimally.

SPSS SPSS is a computer program used for statistical analysis. Between 2009 and 2010 the premier vendor for SPSS was called PASW (Predictive Analytics Software) Statistics, while copyright issues for the name were settled. The company announced July 28, 2009 that it was being acquired by IBM for US$1.2 billion. As of January 2010, it became "SPSS: An IBM Company". SPSS (originally, Statistical Package for the Social Sciences) was released in its first version in 1968 after being developed by Norman H. Nie and C. Hadlai Hull. Norman Nie was then a political science postgraduate at Stanford University, and now Research Professor in the Department of Political Science at Stanford and Professor Emeritus of Political Science at the University of Chicago.[3] SPSS is among the most widely used programs for statistical analysis in social science. It is used by market researchers, health 22

researchers, survey companies, marketing organizations and others. DATA ENCODING

government,

education

researchers,

Strongly Disagree Disagree Neutral Agree Strongly Agree Male Female Age <20 20-29 30-39 40 Annual income <1 Lakh 1-2.99 Lakhs 3-4.99 Lakhs 5 Lakhs Profession Student Housewife Employed Self- Employed Other

1 2 3 4 5 1 2 1 2 3 4 1 2 3 4 1 2 3 4 5 23 Questions Decoding Des-1 -I feel cuttings of Tanishq jewellery is good Des-2- I feel color of Tanishq jewellery is good Des-3- I feel Tanishq is having wide variety of jewelleries Des-4- I feel combination of particular metal/stone jewellery with other metals.

BRAND-1- I feel jewelleries of Tanishq are good. BRAND-2- I am having faith in Tanishq jewelleries. BRAND-3- I feel jewelleries made by Tanishq are more popular. BRAND-4- Jewelleries made by Tanishq are more popular than other branded jewelleries. BRAND-5- I feel the Celebrities who endorsed Tanishq jewelleries are good. Prom-1- I feel exhibitions of Tanishq jewelleries good. Prom-2- I feel launch of new collection of Tanishq jewelleries are good. Prom-3- I feel the promotions made during festive seasons are good.. Price-1- It is possible to get better discount on purchasing Tanishq jewelleries. Price-2- It is cheaper to buy Tanishq jewelleries. Price-3- I will save more money by purchasing Tanishq jewelleries. Price-4- I need to pay less amount on purchasing Tanishq jewelleries than any other jewelleries. Atrct-1 Compare to other jewelleries Tanishq jewelleries are of good quality. Atrct-2 Compare to other jewelleries Tanishq jewelleries offer value for money. Atrct-3 Compare to other jewelleries Tanishq jewelleries are more appealing to me. Atrct-4 Compare to other jewelleries Tanishq jewelleries offers good combination of a particular metal/stone jewellery with other metals. Pur-1 I am planning to purchase Tanishq jewelleries within 3 months. Pur-2 My intention is to purchase Tanishq jewelleries within next 3 months. Pur-3 I would like to discontinue using Tanishq diamond jewelleries. Demographic Characterstics Measure Item Number of respondents 37 23 24

Male Gender Female

<20 20-29 Age 30-39 40 Student Housewife Profession Employed Self- Employed Other

0 24 17 19 10 12 17 20 1

25

S.No . 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29

Des1 5 4 3 4 3 4 3 5 3 1 1 4 4 3 2 4 4 3 3 4 4 5 2 3 2 4 2 4 5

Des2 5 4 4 3 4 5 4 4 3 5 2 4 4 3 3 3 4 5 3 5 3 4 2 4 3 4 3 5 4

Des3 5 4 5 3 4 5 2 3 4 1 1 4 4 5 2 4 5 5 3 3 4 5 4 5 3 5 2 5 2

Des4 4 3 3 2 3 3 2 3 3 2 4 4 3 4 3 3 4 4 1 2 3 3 2 3 3 3 4 5 4

Brand1 4 4 4 4 4 3 5 4 2 4 1 4 4 5 1 4 4 5 3 3 3 5 2 3 3 3 3 4 1

Brand2 5 4 4 3 5 4 5 4 3 4 3 4 3 4 3 3 3 5 3 3 4 5 1 4 3 2 3 4 5

Brand3 4 3 5 4 4 4 2 4 1 2 1 4 3 5 2 3 4 4 3 4 4 5 3 4 3 3 2 5 5

Brand4 4 3 4 3 3 4 1 4 1 1 3 4 4 5 4 2 3 3 3 3 3 5 2 5 3 2 2 3 4

Brand5 3 4 3 3 4 2 2 4 2 2 2 4 4 3 2 4 3 4 3 5 3 3 2 3 3 2 3 3 4

Prom1 4 4 4 3 4 3 2 4 3 2 1 4 4 4 2 4 3 5 3 4 3 3 3 4 3 2 5 4 4

Prom2 5 4 3 4 4 4 4 4 3 5 1 4 3 5 3 4 4 3 3 5 4 4 3 3 3 3 2 3 5

Prom3 5 3 4 4 2 4 4 4 2 4 2 4 5 5 4 4 4 4 3 4 4 4 3 5 3 3 4 4 2

Price1 4 3 3 2 2 3 2 4 3 5 1 2 2 3 4 2 3 3 3 2 2 3 2 3 3 2 2 3 5

Price2 4 3 3 2 1 2 1 4 2 2 2 2 2 3 1 2 2 2 2 2 2 2 2 3 3 1 2 3 4

Price3 5 3 2 2 1 3 1 4 2 1 3 2 2 2 3 2 2 2 1 2 2 2 1 3 3 1 1 2 2

Price4 4 3 2 1 1 2 1 4 1 2 2 1 2 2 2 2 2 4 2 2 2 1 1 2 3 1 1 3 1

Atrct1 4 4 4 4 3 4 5 4 2 5 1 4 3 4 2 3 3 4 3 3 4 4 2 3 3 2 3 4 5

26

Result:- In this test Relative Attractiveness is taken as Dependent Variable and Design, Brand name, price and promotion is taken as Independent variable. ANOVAb Model 1 Regressio n Residual Total Sum of Squares 16.518 8.857 25.375 df 4 55 59 Mean Square 4.129 .161 F 25.642 Sig. .000a

a. Predictors: (Constant), Brandname, price, design, promotion b. Dependent Variable: relative attractiveness

27

Coefficientsa Unstandardized Coefficients Model 1 (Constant ) design Promotio n Price Brandna me a. Dependent Variable: relative attractiveness Interpretation:- By testing in SPSS by regression analysis promotion (.000), Brand name(.016), is significant with relative attractiveness, where as Design(.257),Price(..231) is not significant with relative attractiveness. B .079 .122 .480 .084 .218 Std. Error .339 .106 .107 .069 .087 .121 .476 .115 .261 Standardize d Coefficients Beta t .233 1.146 4.479 1.210 2.491 Sig. .816 .257 .000 .231 .016

Result:- in this test Intention to purchase is taken as dependent Variable and Relative Attractiveness is taken as Independent Variable.

ANOVAb Model 1 Regressio n Residual Total Sum of Squares 3.811 18.817 22.628 df 1 58 59 Mean Square 3.811 .324 F 11.745 Sig. .001a

a. Predictors: (Constant), relative attractiveness b. Dependent Variable: intention to purchase

28

Coefficientsa Unstandardized Coefficients Model 1 (Constant ) Relative attractive ness a. Dependent Variable intention to purchase B 1.357 Std. Error .375 Standardize d Coefficients Beta t 3.621 Sig. .001

.388

.113

.410

3.427

.001

Interpretation:-By testing in SPSS by regression analysis Relative attractiveness(.001)is significant with intention to purchase Tanishq Diamond Jewellery.

ANALYSIS MODEL

29

Design Of Product

H1: 0.257 Non Significant

Brand
H2:.016

Name

Significant

H3: 0.231
Non Significant

Relative Attractivenes s

H5(.001)
Significant

Intention To Purchase

Price

H4(.000)

Promotion

Significant

FINDINGS OF THE STUDY

1.

Design of product is not having significant relationship with relative attractiveness to Tanishq Diamond Jewellery. Brand Name of product is having significant relationship with relative attractiveness to Tanishq Diamond Jewellery. Price of product is not having significant relationship with relative attractiveness to Tanishq Diamond Jewellery. Promotion of product is having significant relationship with relative attractiveness to Tanishq Diamond Jewellery. Relative attractiveness is having significant relationship with Intention to Purchase Tanishq Diamond Jewellery.

2.

3.

4.

5.

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RECOMMENDATIONS

1.

The company should focus to increase its market share as brand name of the company has a positive impact on relative attractiveness of the customers. The company should also focus to increase the promotional activities because promotion also gives a positive impact on relative attractiveness. The company should also focus on the pricing strategies of their products because major chunk of the customers could not able to purchase Tanishq jewelleries because of its high price and customers of small pockets prefer to purchase non-branded jewelleries. The company can also focus on some local promotional activities in local market so that it also creates a relative attractiveness into the minds of the customers.

2.

3.

4.

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LIMITATIONS

1.

Shortage of time period:- The time period of study was limited. It is very difficult to have in detail study in project work due to limited time period. Cost Factor:-it was not possible to conduct extensive research due to paucity of funds. Sample Size: The sample taken may not represent the whole population.

2.

3.

4.

Research does not always give us clear answers. 32

5.

Biasness of respondents: The answers provided by the respondents suffer from biasness.

CONCLUSION

Tanishq is a successful brand in the national market as a result of best understandings of the customers fells that usage of Tanishq jwelleries provides satisfaction to their status. Tanisq provides customized products as it has a wide range of products through wich customers are attracted to purchase their products. The objective of the study is to study the factors influencing customers intention to purchase Tanisq diamond jewelleries. The research was exploratory in nature. The survey was carried out on 60 respondents. Majority of the respondents were aware of the Tanishq and they are the customers of Tanishq jewelleries.

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REFRENCES

BOOKS:C.R.Kothari - research methodology Philip Kotler Marketing Management

Citation from Website: www.tanishq.co.in/history http://www.marketresearchworld.net/index.php? option=com_content&task=view

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