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Project Report On “Buying behaviour

of gold with regards to

Tanisq ”
SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT OF P.G.D.M. PROGRAM Submitted To: Professor Devang Desai Submitted By: Jay Desai (28) Grishma Tandel (20) Jairaj Tailor (27) Rohan Shahi (49)

2nd Year P.G.D.M. (3rd Semester) G.I.D.C. Rofel Business School, Vapi.

Academic Year: 2009-2010

Buying behaviour of Gold
Submission On: 20th November, 2009

DECLARAT ION

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D. Rofel Business School. Vapi in partial fulfilment of P.Buying behaviour of Gold This project report entitled study of customer’s perception has been submitted to G. Place: Vapi Date: 20th November.I. This Project Report is not submitted either in part or whole to any other institute for any other degree.D. Degree. Here by we. G.M. undersign that this project report has been completed by us under the guidance of Professor Devang Desai (Faculty: Marketing Research. Vapi) Study of this Project Report is entirely result of our own efforts and research is original in nature.I. 2009 Grishma Tandel Jairaj tailor Marketing Research GIDC ROFEL Business School Page 3 .D.C Rofel Business School.G.C.

Buying behaviour of Gold Jay Desai Rohan Shahi Marketing Research GIDC ROFEL Business School .

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We are greatly thankful to all the advisors who helped us knowingly and for giving information and interest in report. for giving us a chance to learn things in a practical and innovative way. Marketing Research GIDC ROFEL Business School Page 5 . and gain some experience for the same. We would also like to thank her for all her support and to encourage us and motivate us to learn new things and in different ways.Buying behaviour of Gold ACKNOWLEDGEMENT We would like to express our gratitude to: i) Professor Devang Desai. ii) The group members for showing their co-ordination for the project.

Grishma Tandel Jairaj tailor Jay Desai Rohan Shahi Marketing Research GIDC ROFEL Business School Page 6 .Buying behaviour of Gold Thanking You.

Buying behaviour of Gold ITENARY FExecutive Summary FIntroduction i) i) Tanishq profile Purpose Of The Research GIDC Page 7 FAbout The Research Marketing Research ROFEL Business School .

Buying behaviour of Gold ii) Problem Of The Research iii) Objective Of The Research iv)Limitations Of The Research v)Significance Of The Research FSample i) Sampling Frame ii) Sampling Unit iii)Sample Size iv)Sample Size Selection F Research Methodology i) Research Tools a) Exploratory Research · Questio nnaire Survey a) Descriptive Research FDetailed Findings FConclusion FRecommendation .

& Conclusion FBibliography Marketing Research GIDC ROFEL Business School Page 8 .

Buying behaviour of Gold EXECUTIVE SUMMARY Marketing Research .

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Buying behaviour of Gold INTRODUCTI ON Marketing Research .

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only the Metal and Mineral Trading Corporation and the State Bank of India were allowed to import gold. 400 million-jewellery plant in Hosur. Titan's commitment to the jewellery business increased. the jewellery industry in India valued at Rs 40. Titan started manufacturing jewellery watches and jewellery in 1994. Titan was renamed Titan Industries Ltd. To change its image from a watch manufacturer to a fashion accessories manufacturer. in 1995. In 1992. was coined by Xerxes Desai. Before 1992. the Vice-Chairman and Managing Director of Titan. Titan launched these products under the brand name of Tanishq. in 1995. when the Tata Group joined hands with the Tamil Nadu Industrial Development Corporation (TIDCO) to make a foray into the watch industry. as part of economic liberalization. a blend of two words.000 crore was mostly unorganized. It set up its fully integrated Rs. From the late 1990s. The name Tanishq. the government abolished the Gold Control Act Marketing Research GIDC ROFEL Business School Page 11 . with around 3. When Titan launched Tanishq in 1995.5 lakh players. 'tan' (body) and 'ishq' (love). The plant had the capacity to manufacture four tonnes of gold in a year.18 million units in 1996 to meet the domestic and international demand.Buying behaviour of Gold TANISHQ PROFILE Evolution of Tanishq Titan came into existence in July 1984. Titan scaled the capacity of its Hosur plant to 4.

Foreign investors were allowed to hold up to 50% equity in mining ventures. private companies were allowed to enter the hitherto restricted gold and diamond mining industry. allowing free import of gold. In 1993. Marketing Research GIDC ROFEL Business School Page 12 .Buying behaviour of Gold of 1962.

Buying behaviour of Gold Growth of Tanishq Revenue in million Rupees Marketing Research ROFEL Business School GIDC Page 13 .

jewellery Award winning designs i Diversity n jewellery gold/diamond/platinum Competitive prices WEAKNESS Capture Rs 70. (Luxury is needed).000-crore Escalated gold margins costs lower Marketing Research GIDC ROFEL Business School Page 14 .Buying behaviour of Gold SWOT ANALYSIS STRENGTH Purity (karat meter) Distribution retailing store network and OPPORTUNITIES Global markets Low cost jewellery Customized designs Concentrate on Gen-X by having trendy jewellery Expand retail stores THREATS Competition Lack of Skilled workers Gold not seen as s source of investment.

Escalated gold costs has caused lower margins is to push sales as much as possible. Marketing Research GIDC ROFEL Business School Page 15 . • Weaknesses Capture Rs 70. Diversity in jewellery gold/diamond/platinum enhances the product range of the company. Tanishq comprises a small share of the overall Rs 70.000-crore Indian jewellery market and hence it needs to increase its market share in this huge industry. We also have competitive prices for the entire product ranges as compared to the competitors. Distribution network and retailing store are in place for the company with 130 stores countrywide. Mind boggling/award winning designs have come for the company.000-crore Indian jewellery market.Buying behaviour of Gold Purity of jwellrey through karat meter is still the sign of total purity.

Marketing Research GIDC ROFEL Business School Page 16 . Concentrate on Gen-X by having trendy jewellery. Lack of Skilled workers in jewellery industry. Expand retail stores in India to further increase reach. Customized jewellery designs should provided to the customers. Gold is no longer seen as source of investment.Buying behaviour of Gold • Opportunities Global markets like USA needs to be looked at. Low cost and easy to wear jewellery should be further promoted. • Threats Competition from local jewellers all over India. People are more concerned about design and luxury.

Buying behaviour of Gold Three Major Products Of Tanishq In GOLD Zoya Secrets of the Egyptian pharaohs masked with the mystery of the comos. Oriental art embellished with occidental architecture  Fashion Earrings The Fashion earring collection. has a ranged of over 300 exclusive designs  Wedding Collection The bride blushes Marketing Research School GIDC ROFEL Business Page .

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Buying behaviour of Gold Marketing Research GIDC ROFEL Business School .

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Buying behaviour of Gold ABOUT THE RESEARCH THE PURPOSE OF THE RESEARCH The basic purpose of this research is to find the buying behaviour of people of vapi toward gold. Marketing Research GIDC ROFEL Business School Page 19 .

Buying behaviour of Gold PROBLEM Marketing Research ROFEL Business School GIDC Page 20 .

services tanishq provides why do still prefer buying gold from local retailers. Marketing Research GIDC ROFEL Business School Page 21 . “A problem well defined is half – solved.” Tanishq is one of the store who provides branded gold & have brand name. .Buying behaviour of Gold To find out problem is the first stage of the research process. It is right said. It represents translating the management problem into research problem. Inspite of product quality .

3) On the basis of in depth interview we got 6 criteria in which we could measure the attitude of people towards Tanishq.Buying behaviour of Gold OBJECTIVES The objectives of the study are as follows: 1) The objective of study was to find the actual reason why people are not going to Tanishq 2) To find what they like & dislike about Tanishq. Marketing Research GIDC ROFEL Business School Page 22 .

 The finding of the survey is strictly based on the responses of the respondents.  The respondent’s personal bias may be another factor.  It was very difficult to explain the respondents about how to fill the questionnaire & it took time for data collection. so we are assuming them to be true. Hypothesis Marketing Research GIDC ROFEL Business School Page 23 . so few shortcoming may be expected.Buying behaviour of Gold Limitations  The survey was conducted within the limited time frame. It is difficult to find the euthenics be true. which is uncontrollable.

b) Quality of gold does not effect the buying of gold c) Service does not effect the buying of gold d) Pattern does not effect buying of gold e) Location of store does not effect buying behavior of gold. f) Ambiance of store effect buying behavior of gold. .Buying behaviour of Gold a) Price doesnot affect the buying of gold.

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Buying behaviour of Gold VIEW ABOUT THE TOPIC SAMPLE Sampling Frame: Marketing Research .

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Sampling Unit: A decision has to be taken concerning a sampling unit before selecting sample sampling unit may be a geographical one. The sample frame for this research constitutes all the customers who have visited Tanishq store for purchasing gold. a social unit or it may be an individual. The sample unit for this research constitutes the organization that is Tanishq only dealer in vapi Sample Size: Marketing Research GIDC ROFEL Business School Page 26 .Buying behaviour of Gold A Sampling frame consists of a list of item from which the sample is to be drawn. a construction unit.

Buying behaviour of Gold The sample size of our research was 150 but only 121 people have visited tanishq store. Sample Size Selection: sample size was selected on the basis of the 3 factors. b) The respondents were not much educated so it was difficult to make them understand about the questionnaire. c)People were not easily available outside Tanishq. a) It was difficult to locate the customer who have visited to tanishq. Marketing Research GIDC ROFEL Business School Page 27 .

Buying behaviour of Gold RESEARCH METHODOL OGY Research Tools: .

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Buying behaviour of Gold The research tool used for this research is PRIMARY DATA In primary data the following research design is being followed: i) Exploratory Research: Questionnaire Survey (Sample Size – 150) ii) Descriptive Research: On the basis of the questionnaire survey. the analysis is done in order to find out the reason why people are not visiting Tanishq We have used 2 types of reaserch design they are a) Exploratory research b) Descriptive research Marketing Research GIDC ROFEL Business School Page 29 .

he also told us the major reason why people are coming to tanishq is the quality of gold & services provided by them. He also said that people who loves the ambiance of store may affect the buying decision. Bhaskar. We found that a) Major people who buy gold from there are their regular customers from long time b) The people have trust on the purity of gold c) He also said that people are having bad experience of going to tanishq as the price of gold is more than what they are paying to normal retailers. In the interview we asked him diifrent question regarding the sales & their way of operation & different aspects about tanishq From the answers given by Mr Bhaskar we found that major reason why people are not turning out towards Tanishq is because of Price a bit higher & pattern availability in tanishq . Marketing Research GIDC ROFEL Business School Page 30 .Buying behaviour of Gold Exploratary research because we were not knowing the actual problem faced by tanishq. Then we interviewed Mr Azad the owner of Payal jwellers of vapi town & we asked him the same questions what we asked Mr. We did Interview of a) Mr Bhaskar who is the senior sales manger of tanishq of south Gujarat region. So for that we did an Indepth interview of 3 person to find what are the major findings & difficulties are faced by them.

Buying behaviour of Gold
sai tha d) He also d t people of vapi are more price councius & not quality concius. e) He also said that patterns which are available with them are the same or much more compared to tanishq people. From the detailed interview of these 2 people we thaught that major reasons which can effect the purchase decision of people buying gold are 1) Price 2) Quality 3) Service 4) Availability of pattern 5) Proximity to market 6) Ambiance of store

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Buying behaviour of Gold

DETAILED FINDINGS

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Buying behaviour of Gold Over All Sample size

The sample was 150 but out of which 29 people dint went to Tanishq for buying of gold. So our sample size came to 121.

Segmentation According to Gender

Out of 121 there were 65 female that constitute 54% of total sample & rest are male they are 56 which contributes 46% of total sample.

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Buying behaviour of Gold Annual income of Respondents The respondents average income lies from 5000 to 30000 & above so respondents were a)5000 – 10000 = 6 b)10000 – 20000 = 11 c) 20000 – 30000 = 18 d)30000 & above = 86 People who said they visit Tanishq & again goes for repurchase Marketing Research GIDC ROFEL Business School Page 34 .

Buying behaviour of Gold The above charts gives us the detail of people who visits Tanishq for repurchase. Hypothesis Testing Marketing Research GIDC ROFEL Business School Page 35 .

Price Particular 1 2 3 4 5 Total Marketing Research School GIDC ROFEL Business Page .Buying behaviour of Gold X2 = ∑ (o-e)2/ e 1) Price does not affect the buying of gold.

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6084 16.69 12.81 2(o-e) 0.0801 1.7921 0.19 1.0009 28.39 0.89 1.63 4.98 0.19 0.39 0.225055 2.21 0.31 -1.01 7. .6569 19.19493 4.21 0.01 0.21 0.8149 So when compared to tabulated value of the number that is (r1)*(c-1) gives us the tabulated value so for my question (51)*(5-1) = 16 is the degree of freedom.8194 The hypothesis of these question is that the price does not effect the buying behavior of consumer that is Ho.28 4.29 0.635378 0.29 0.1521 3.71 1.61 0.2761 2(o-e)/e 0.29 -0.231118 0.1316 0.28 3.4356 1.18 1.005326 0.61 0.000303 4.81 -0.879389 0.14 6.1521 0.97 6.03 5.341798 4.29 2.14 -2.2996 4.28 3.01 -1.8961 0.0324 3.9204 2.917547 6.249344 17.214664 0.36 0.0784 23.4641 0.3721 0.89 0.26 0.8 -1.0096 0.2 13.19 o-e 0.6384 10.89 -0.0841 0.36 -0.04 2.66 1.74 -0.61 0.039512 11.78 -4.39 1.98 1.19 -1.8241 7.7961 3.0276 0.64462 0.82 0. So from the calculation we got the value of H0 as 59.36 1.24263 59.774814 1.78 4.325933 0.63 -4.72 26.66 1.46 0.107051 0.98 6.54 14.66 -1.39 -0.1961 1.Buying behaviour of Gold Observed 3 12 11 4 0 8 15 31 12 0 1 0 6 7 4 0 0 1 1 2 0 0 0 1 2 Total expected 2.

2) Quality of gold does not effect the buying of gold Quality 1 Particular 1 2 3 4 5 Total 3 1 2 6 0 12 2 2 4 10 9 2 27 3 2 5 20 18 4 49 4 0 2 11 8 4 25 5 tota l 0 7 0 12 3 46 5 46 0 10 8 121 Marketing Research School GIDC ROFEL Business .3 So Ho>H1 so hypothesis is rejected.Buying behaviour of Gold The value for the 16 is 26.

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69 1.6889 2.000526 0.124103 0.0016 3.99311 So when compared to tabulated value of the number that is (r1)*(c-1) gives us the tabulated value so for my question (51)*(5-1) = 16 is the degree of freedom.33 0.04 2.0529 0.5 -0.96 -0.23 4.5 3.99 0.1936 0.9801 0.5 3.79 4.99 -0.Buying behaviour of Gold Observed 3 2 2 0 0 1 4 5 2 0 2 10 20 11 3 6 9 18 8 5 0 2 4 4 0 Total expected 0.023722 0.46 -0.5536 0.030336 0.56 -0.19 1.454737 0. The value for the 16 is 26.82699 0.733478 0.000396 1.19 2.6241 6.26 1.99311 The hypothesis of these question is that the Quality does not effect the buying behavior of consumer that is Ho.004639 0.437193 0.3 .44 0. So from the calculation we got the value of H0 as 18.089433 0.0736 0.79 -2.31 0.154737 0.66 18.44 -0.0016 2.83 -1.62 9.85 2.0225 0.3844 2.56 10.67 4.44 -0.7636 0.9044 2.243428 1.47 -0.26 -0.83 1.0361 1.5 1.46 1.46 0.26 18.020644 0.25 0.2209 0.04 1.99 2.662509 0.06 0.79 1.44 -1.26 18.7689 0.25 3.4356 2(o-e)/e 7.56 10.23 -0.3361 0.38 1.04 0.0676 1.56 2.47 0.66 o-e 2.62 -1.2116 0.94 -0.62 9.04 1.236842 1.006589 0.8416 0.15 -0.66 2(o-e) 5.236842 0.5876 0.263684 0.04 4.0736 1.102277 0.44 0.

Buying behaviour of Gold So Ho<H1 so hypothesis is accepted. Particula 1 r 1 2 3 4 5 Total 2 3 4 5 tota l 1 1 21 70 28 121 0 1 1 6 4 12 0 0 6 15 6 27 1 0 5 33 10 49 0 0 8 10 7 25 0 0 1 6 1 8 Service Observed expected o-e 2(o-e) 2(o-e)/e Marketing Research GIDC ROFEL Business School . So Quality does matter in buying gold. 3) Service does not affect buying behavior of consumer.

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85 -0.2 0.06 0.01 0.8916 1.158342 0.06 9.0813 So when compared to tabulated value of the number that is (r1)*(c-1) gives us the tabulated value so for my question (51)*(5-1) = 16 is the degree of freedom.46 4.22 0.09 -0.85 0.4689 0.4 0.46 1.04 0.560769 0.6 -0.33 1.0036 1.34 5.024609 11.9 0.22 0.0036 0.2 -0.62 14.4884 0.5 3.2 0.3 6.441176 3.04 0.25 -1.5 4.06 0.0081 0.8769 1.4 0.375629 0.06 -1.65 -4.68 8.2 0.7424 12.62 18.09 0.32 -3.252867 0.91 -0.0625 1.8836 0.4 -0.21 -0.4641 0.069231 0.09 0.4 0.22 -0.08 4.Buying behaviour of Gold 0 0 1 0 0 1 0 0 0 0 1 6 5 8 1 6 15 33 10 6 4 6 10 7 1 0.94 -0.7956 1. So from the calculation we got the value of H0 as 32.78 6.3844 214.22 -0.94 15.67 -0.09 0.2 0.25 13.22 0.08 1.22 0.2 -0.12732 0.390541 32.79 1.3 .22 0.0484 0.37 1.372308 1.08133 The hypothesis of these question is that the service does not effect the buying behavior of consumer that is Ho.7225 0.8281 0.09 0.69605 1.16 0.06 2.535396 0.201111 0.405378 0.63 2.3 -0.35 14.36 0.06 0. The value for the 16 is 26.25 11.34 1.0484 0.6225 19.1106 0.1664 1.

65 1.325075 .4356 2(o-e)/e 0.65 0.4225 0. So service does matter in buying gold.Buying behaviour of Gold So Ho>H1 so hypothesis is rejected. 4 ) Pattern does not effect effect buying behavior of consumers.65 0. 1 Particular 1 2 3 4 5 Total 2 3 4 5 tota l 6 39 39 20 17 121 0 5 3 3 1 13 2 7 11 6 1 27 4 16 16 4 9 49 0 8 7 6 4 25 0 3 2 1 1 7 PATTERN Observed 0 2 expected 0.66 2(o-e) 0.34 o-e -0.

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19 2.0256 0.74 0.7225 2.608046 59.26 2.332184 59.51 0.35 4.3716 6.337971 0.531749 4.1 -0.61 0.015792 2.053852 47. .4161 5.06 2.2401 0.4969 0.6561 2.7 13.13 1.25 0.74 -1.29 171.0289 7.7841 59.6025 1.15 4.06 0.85 1.98 3.49 4.3001 3.81 -1.7 2.0004 28.17586 0.06 2.3 So Ho>H1 so hypothesis is rejected.49 0.000447 0.5625 0.9 8.02 12.139404 0.000408 206. The hypothesis of these question is that the pattern does not effect the buying behavior of consumer that is Ho.022069 0.Buying behaviour of Gold 4 0 0 5 7 16 8 3 3 11 16 7 2 3 6 4 6 1 2 1 9 4 1 0.0036 0.0676 0.3 13.00556 1.89 171.51 1.19 8.029912 0.5476 1.55 -1.26 4.19 8.9 8.54571 0.1236 0.336047 0.25 0.9076 0.17586 0.26 3.54 2.156587 0.06 -0.17 -2.83 3.1 -1.26 0.61 1.16 0.846707 0.46 1.068405 0.79 7.79 1.35 0. The value for the 16 is 26.242301 0.1225 0.87 -0.4282 4) Pattern does not effect buying behavior of gold.45 1.25 -0.35 0.16 1.228255 0. So from the calculation we got the value of H0 206.4282 So when compared to tabulated value of the number that is (r1)*(c-1) gives us the tabulated value so for my question (51)*(5-1) = 16 is the degree of freedom.7 2.

853291 .67 0.88 2.12 -0.23 2.23 3.9729 4.79 o-e 1.67 1.0049 0.21 2(o-e) 1.07 -0.002367 0.23 1.67 1.99 2.Buying behaviour of Gold So it has been analyzed that Tanishq has good variety of pattern.030404 2.0201 4.4489 1. 5) Proximity does not affect buying of gold. Particul 1 ar 1 2 3 4 5 Total 2 2 4 3 1 12 2 0 2 6 7 12 27 3 6 3 18 14 8 49 4 2 0 8 9 6 25 5 0 1 4 1 2 8 tota l 10 8 40 34 29 121 Proximity Observed 2 0 6 2 0 2 expected 0.4641 2(o-e)/e 1.158351 0.4944 0.07 0.01 -2.

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2209 0.0729 1.003891 1.0064 1.27 1.99 1.08 1.943837 1.008815 0.47 11.6276 1E-04 0.37 7.93 15.02 2.46 -0.65 0.000227 0.25 -1.27 2.92 1.5625 3.227222 4.53 -3.9204 1.Buying behaviour of Gold 2 3 0 1 4 6 18 8 4 3 7 14 9 1 1 12 8 6 2 Total 0.416792 0.389421 0.67E-05 0.700606 0.97 8.11 -1.88 5.37 -0.961355 0.047245 0.0121 2.8496 0.853291 0.26 5.21 -0.88 6.0009 8.1369 0.0516 0. .045863 0.26 0.21642 The hypothesis of these question is that the proximity does not effect the buying behavior of consumer that is Ho.64 3.59 0.53 3.5344 30.59 13.4641 0.6241 3.25 2.5849 6.5809 10.54 8.558462 0.03 -2.003333 21.21 So when compared to tabulated value of the number that is (r1)*(c-1) gives us the tabulated value so for my question (51)*(5-1) = 16 is the degree of freedom.3481 0.21 7.726569 0.79 3.93 2.040623 0.3 So Ho<H1 so hypothesis is accepted.65 0.694444 1.98 -1.65 0.7225 0.47 0.11 1.79 1.01 0.36 -0. So from the calculation we got the value of H0 as 21. The value for the 16 is 26.

3136 7.46 1.45 0.07 -0.97 2.002367 .25 -0.484483 0.23 3.78 4.55 0.07 o-e 0.07 2(o-e) 0.2916 1.54 -1.78 2.03 -0.0049 2(o-e)/e 0.201026 2.07 0.0625 0.75 1. Particular 1 2 3 4 5 Total 1 2 3 4 5 1 0 5 3 4 13 1 2 6 9 9 27 0 6 11 17 14 48 4 2 6 8 5 25 1 0 2 11 4 8 total 7 10 30 38 36 121 Observed 1 1 0 4 1 0 2 6 2 Expected 0.56 2.023722 1.23 2.633913 1.07 2.083333 0.78 1.Buying behaviour of Gold 6) Ambiance does not affect buying behavior of gold.1209 0.7284 6.1449 0.56 -2.0529 4.03801 0.5025 0.

004367 0.002866 0.97 -0.071166 0.28 -2.93 0.102689 15.66 3.15 -1.62 0.908406 0.3 So Ho<H1 so hypothesis is accepted.9 6.66 1.4761 0.247173 0.9 -0.52 1.Buying behaviour of Gold 0 5 6 11 6 2 3 9 17 8 1 4 9 14 5 4 Total 0.068067 0.51 0.07 7.6244 0.2 0.000202 0.61 So when compared to tabulated value of the number that is (r1)*(c-1) gives us the tabulated value so for my question (51)*(5-1) = 16 is the degree of freedom.61287 The hypothesis of these question is that the proximity does not effect the buying behavior of consumer that is Ho.0784 5.38 -0.13 0.2801 0.1684 0.66 0.44 1.51 3.0169 0.44 2.800215 1.69 11.1664 0.117173 0.87 8.03 14.78 -0.006452 0.00549 0.08 0.04 0.983975 0. So from the calculation we got the value of H0 as 15.9536 2.285882 0.2704 3.4356 3.22 6.02 -1.0004 1.7249 0.85 2. .69 -0.9409 0.2 1.0225 2.28 7. The value for the 16 is 26.48 15.98 4.08 8.031887 0.81 0.

Guidelines for filling the form:1) Please check the box wherever required. As a part of our research study we are conducting a survey regarding the perception of people regarding the purchase of gold from different organized & Un organized Retailers. 2) Only 1 check per question. Q 1 ) Name:________________________________________________________ Marketing Research GIDC ROFEL Business School Page 48 .Buying behaviour of Gold Questionnaire GIDC ROFEL BUSINESS SCHOOL Dear Sir/Madam We are the students of 2nd Year PGDM Course of GIDC ROFEL BUSINESS SCHOOL (VAPI).

male female Q 3) Age :.Buying behaviour of Gold Q 2) Gender .Service Business Others Others:-__________________________ Q 5) Monthly average INCOME? 5000-10000 30000 & above 10000 20000 -30000 Q 6) how often you visit jewellery store? Once a month On Occasion once a year Q 7) You Buy jewellery from Place Vapi Store Name ___________________ ___________________ Valsad Surat ___________________ ___________________ ._________________ Q 4) Occupation: .

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Buying behaviour of Gold Others ___________________ Q 8) do you buy jewellery from same store every time ? Yes No Why? If Yes/No ___________________________________________________________ Q 9 ) Rate your jewellery store from 1 to 5 where 1 is the WORST & 5 is the BEST a) Product are worth price you b) Purity & quality of gold ? c) The service you get in the store ? Number of patterns available d) The e) Proximity to market ? f) Ambiance of Store ? Q 10) Are You aware about tanishq showroom opened in vapi? Yes N o Q 11) How did you come to know about Tanishq? Marketing Research GIDC ROFEL Business School Page 50 .

ba d Q 14) During Re-Purchase you often go to Tanishq? Yes N o Q 15) Would you recommend others GIDC ROFEL Business School Page 51 .Buying behaviour of Gold TV Pamphlet s News Paper H o a r d in g s Friends/relatives Q 12) Have you visited Tanishq Store? Yes No Q 13) Rate Tanishq On flowing Criteria Given below Particular a) Price b) Purity & Quality of Gold c) Service Offered d) Patterns Available e) Location of Store f) Ambiance of store V.Go Good od Avera ge Ba d V.

for Buying Tanishq Products? Yes Q 16) Rate tanishq on over all basis? Marketing Research No .

Buying behaviour of Gold Particular V.Go od Tanishq As a Store Good Avera ge Ba d V.ba d Thank You Marketing Research GIDC ROFEL Business School Page 52 .

Buying behaviour of Gold FINDINGS On the basis of chi-square test the relation between the variables are significant & few are not significant. Variables which were significant in the research & which affects the buying behavior of gold are a) Because of price people are not visiting Tanishq. b) People are happy with the quality of Tanishq & they go to Tanishq only because the purity & quality of gold. Marketing Research GIDC ROFEL Business School Page 53 .

f) People are not affected by the ambiance of store From these we can conclude that people are more sencisitve towards price . For people of vapi ambiance . proximity to market & service are less important. d) The pattern are also major factor because of which people does not prefer Tanishq.Buying behaviour of Gold c) The people also visit Tanishq because they provide better services then the other retailers. Quality & availability of pattern. Marketing Research GIDC ROFEL Business School Page 54 . If they find these 3 things ok & they fill that this is what they wanted they will buy from there only. e) The people says that the location of store is not affecting them to visit Tanishq.

They also feel that the quality they get is much higher than the quality what the normal retailers give. They also found that the patterns available are lesser than what they get in the normal retail store. They also are service oriented so they are more Marketing Research GIDC ROFEL Business School Page 55 .Buying behaviour of Gold Recommendation & Conclusion Conclusion People are more price conscious & they feel that the price in Tanishq are more than what the normal retailers have.

c) People are more service conscious so they can target young business man & young professional as they are now more in investing money in gold. Recommendation We would recommend Tanishq following things a) The making charge is affecting their sales so they should cut down their prices. b) The patterns are comparative less so they should provide more number increase their market of patterns & also should share by bringing more innovative scheme & loyalty programs. People are not affected with the ambiance of the shop.Buying behaviour of Gold attracted because of service they get. Marketing Research GIDC ROFEL Business School Page 56 . d) Gold price are increasing day by day so they should increase their sales by selling biscuits of gold rather than selling more of ornaments.

Buying behaviour of Gold Bibliography Tanishq Website Tanishq Outlet Marketing Research TextBook Marketing Research .

GIDC ROFEL Business School Page 57 .

Buying behaviour of Gold THANK YOU .

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