Chapter 1

INTRODUCTION

1
 INTRODUCTION

Gold is rare among metals. But it can be seen everywhere, from jewellery to technology. Unlike
any other metals sometimes gold, the shiny precious yellow metal creates some emotional
attachments among people. Gold also plays a huge position in the economy of a country .The
year 2013 fired up discussions on Gold, the yellow metal or rather a costly non essential item
for many in India. Golds unique demand and supply dynamics ensures its role as a true
diversifier for investors. The gold demand is widely dispersed across the world.

The Indian jewellery for investment rather than for adornment. Jewellery made of 18-karat gold
was not favored as it was considered a poor investment. Branded jewellery also gained
acceptance forcing traditional jewelers to go in for branding. Given the opportunities the branded
jewellery market offered; the number of gold retailers in the country increased sharply. Branded
players such as Tanishq opened outlets in various parts of the country. Traditional jewelers also
began to bring out lightweight jewellery, and some of them even launched their in-house brands.
However, the share of branded jewellery in the total jewellery market was still small (about Rs.
10 billion of the Rs. 400 billion per annum jewellery market in 2002), though growing at a pace
of 20 to 30percent annually. Moreover, consumers trusted only their family jewelers when
buying jewellery. Consequently, the branded jewellery players tried to change the mindset of the
people and woo customers with attractive designs at affordable prices. However branded
jewellery players will continue to face lot of competition from local jewelers. In order to gain
market share, they will have to come up with designs that customers want and win the trust and
confidence of consumers by hallmarking and demonstrating the purity of the gold used by them.

2
Introduction to Jewellery:

Jewellery is a type of accessory that includes necklaces, rings, bracelets, watches, and earrings,
etc. Jewellery is being designed for men, women, and children and can be made from a variety of
different categories. Jewelry started about 1,00,000 years ago Began with materials made from
bone, teeth, and shell. The first known jewelry pieces were worn by the Cro-Magnons about
40,000 years ago, These pieces were made of bone and teeth and were worn as necklaces and
earrings to show tribal membership. Later on incorporated beads, stone & gems .Egyptians were
first to use gold and metals for creating Jewellery, it were considered a symbol of power and
wealth. The brands were recognized in nineteenth century, and most antique brands such as i.e.
cattier, Tiffany, Boucher on, lalique, etc. are still very famous.

Gold is a highly cherished and valued commodity. Even in jewellery products branding exists.
Many factors may be influencing the consumers towards branded jewellery products. What
makes the consumers to purchase branded jewellery products forms part of the present study. In
the market there are largely fragmented and unbranded jewellery shops. In spite of product
quality and services, people are still buying gold jewels form local retailers. The income level of
the buyers has important contact on the type of jewellery purchased by them. The choice of
jeweler has significant relation with the geographical site of buyer. The knowledge about the
branded jewelers is due to the advertisements floating on air or there are other sources of
information also. Jewellery has been an integral part of the Indian culture and civilization since
ancient history. They were in demand and fashion since ancient civilization as Harappa and
Mohanjadora. In India gold jewellery is not only used as an adornment, but it is also used as an
investment which acts as a security in times of contingency. Gold jewellery is the second
preferred investment next to bank deposits. Gold jewellery can be purchased either from
goldsmiths or from jewellery marts. Goldsmiths make ornaments, especially traditional
jewellery.

3
Indians have traditionally considered the purchase of jewellery as symbol of savings and wealth.
Rising disposable incomes has led to an increase in domestic consumption. Increasing
penetration of organized players provides variety in terms of products and designs. These players
are also offering financing schemes to consumers to further boost sales. Consumer of gold
jewellery is getting younger. Need for aesthetically rich design to attract this young consumer.
Time has gone when consumers use to buy only bridal jewellery, sales increased in purchase on
personal occasions such as birthdays, anniversaries and karvachauth, etc. The current era of
consumer buying decision is having a great deal of difference from past especially before
liberalization in India. In past two decades, things have changed drastically in terms of individual
income, life-style, and literacy rate to a different approach of evaluation and purchase decision.
The influence is also seen due to availability of numerous brands in the market which in their
own ways are luring consumers Companies also concentrate much on image differentiation to
convince feel that they have chosen right brand and help them reduce the complexity in buying
decision process of buying behavior. Most women enjoy shopping according to their social class.
Reasons for enjoyment differ all classes enjoy the recreational and social aspects of shopping as
well as being exposed to new things, bargain hunting and comparing merchandise. However,
lower classes found acquiring new clothes or household items more enjoyable, while upper
middles and above more frequently specified a pleasant store atmosphere, display and
excitement. Middle and upper class women shopped more frequently than those in the lower
class.

Jewellery consumption behavior in India also varies across geographical differences in terms of
gold type, diamond quality, jewellery type and key decision makers. For example- in the east and
south, gold jewellery has a high association with culture and traditions, making them better
markets for traditional designs. The North and West have higher demand for white gold and
diamond jewellery with class, status and modern aesthetics as major demand drivers, making
them better suited to modern jewellery designs. The difference in consumption behavior leads to
dominance of local and regional suppliers.

4
Consumer behavior essentially refers to how and why people make the purchase decisions they
do. Marketers strive to understand this behavior so they can better formulate appropriate
marketing stimulus that will result in increased sales and brand loyalty. There are a vast number
of goods available for purchase, but consumers tend to attribute this volume to the industrial
worlds massive production capacity. Marketing profession is responsible for the variety of
goods on the markets. The skill of evaluating and influencing consumer behavior is foremost in
determining which marketing efforts will be used and when. The study of consumer behavior
focuses on how individuals make their decisions to spend their available resources (time, money,
effort) on consumption related items or consumption related aspects (What they buy? When they
buy? How they buy?).It also study of individuals, or organizations and the processes consumers
use to search, select, use and dispose of products, services, experience, or ideas to satisfy needs
and its impact on the consumer and society. Consumer buying behavior in jewellery industry
can be calculated on the internal parameters such as Popularity of the brand, Trust in the brand,
Impact of any occasions such as Festivals, Birthday, Anniversary, Marriage, Engagement etc..

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 diamond 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.

5
 CHAPTER 2

LITERATURE REVIEW

6
 LITERATURE REVIEW

Zaveri Samrat (2003) In his study entitled Branded & Gold jewellery market in India found
that since the late 1990s, there was a shift in consumer demand and as a result women were
increasingly opting for fashionable and lightweight jewellery instead of traditional chunky
jewellery. There was a rise in demand for lightweight jewellery, especially for consumers in the
16 to 25 age group, who regarded jewellery as an accessory and not an investment. Jewellers
should understand the shifting needs, motivations and aspirations of consumers in the jewellery
market, and to identify new trends and opportunities. C. & Devi, Y. (2015)In their paper, A
study on consumers awareness and perception about branded jewellery examined that
maximum number of customers are aware of branded jewellery. Tanishq brand is the most
preferred brand by the customers
Mathur, Asha Rani (2007) Identified the fabulous wealth of India. For centuries, her gold
brought to her land both merchants and invaders. She told about the tradition, ranges, varieties,
best known techniques and manifestations and an overview of up to date jewellery. Mathurs
study is a sight of Indian jewellery in its totality. Berad, N. R. et al. (2015) in their study A
comparative study on the consumers preference towards branded jewellery over non branded
jewellery in Rewa city identified the factors that direct a customer while purchasing jewellery
are design, price, purity, image, variety, display, service, promotion & offers, family & friends. It
was observed that 80% of the respondents were aware about branded jewellery. 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.

7
Gidwani Devika (2002) She explained in her research that market for branded jewellery
especially if something is aimed at the younger generation, which wants to buy fashionable real
jewellery. This is the right time to get into the market, as it has just started to take off." The
Indian market was witnessing a rapid shift of screening jewellery from investment to artistic
appealing ornaments. The focus had shifted to design. The Indian consumer was willing to
experiment with new designs. Vivienne (2003) In his research he explained that a type of
accessory that includes necklaces, rings, bracelets, watches, and earrings, etc. Jewellery is
designed for men, women, and children and can be made from a variety of different categories.
Jewelry started about 1,00,000 years ago, Began with materials made from bone, teeth, and
shell,. The first known jewelry pieces were worn by the Cro-Magnons about 40,000 years ago,
These pieces were made of bone and teeth and were worn as necklaces and earrings to show
tribal membership. Later on incorporated beads, stone & gems. Egyptians were first to use gold
and metals for creating jewellry, Jewellery were considered a symbol of power and wealth.
Brands have pumped jewellery with many values - not only glamour, but sexiness, excitement
and fashion. As the number of customers who want to be affiliated with these values rises, it's
clear that the only way is up for branded jewellery. Book contains complete study of past to
present. (seventeenth century to twentieth century). it will helpful in understanding of various
material, design, taste and brands of jewellery, As they changed through the years. Craig
Symons (2004)
He observed that the wholesaler of Breuning and Steel & Gold jewellery, mentioned in his paper
Branding gives customers more confidence in their purchasing decision as they can identify with
the brand and therefore feel theyve made a good purchase which they can show their friends and
family This brand recognition gets retailers half the way through making a sale before a
customer even walks into their store. Therefore, perhaps not surprisingly, the jewellery industry
has finally seen the branding light and begun to harness its power to sell jewellery Mckinsey
(2005)
In his research he argued that he branded jewellery industry is still in its infancy, but increasing
growth rates show that in a short time it will corner a significant chunk of the market. The best
compliment to the branded segment is that traditional jewelers have also begun to design
jewellery lines under a brand name.
Paul Noronha (2005)

8
In her study of research work she explained that the Branded jewellery has carved a niche for
itself in the tough Indian market and Its increasing growth rates show that before long it will
corner a significant share of the jewellery market. DTC's Supplier aims to grow consumer
demand for diamond jewellery in the context of the growing competitive luxury goods sector.
Bhandari Vandana (2005)
She observed that the branded jewellery segment occupied only a small share of the total
jewellery market because of the mindset of the average Indian buyer who still regarded jewellery
as an investment. Furthermore, consumers have faith on only their family jewelers while buying
jewellery. Consequently, the branded jewellery players tried to change the mindset of the people
and woo customers with attractive designs at affordable prices. Shikha Saroj (2008)
She observed that more than even before the Indian consumer is lining up to buy branded
IRACST International Journal of Commerce, Business and Management (IJCBM), ISSN:
23192828 Vol. 5, No.2, Mar-Apr 2016 298 jewellery that makes a fashion statement or
expresses her individuality. Jewellery has become a passion. People yearn for the contemporary
designs at great prices. The concept of branded jewellery has therefore taken a full swing in
India. The competition of innovating something new keeps on, flooding the marketplace with
fine and fresh designs. Here there are a few Premium lifestyle brands that promise to offer high
quality at great prices .Rncos (2006)
In his study entitled Indian Customers Showing Interest in Branded Jewellery found that gems
and jewellery market in India possess tremendous potential for future growth. It has an added
advantage of low production cost and highly skilled labor that separate it from its competitors. It
is projected that the overall gems and jewellery market will grow at a CAGR (Compound Annual
Growth Rate) of around 14% during 2009-2012.Asha, K. and Edmund Christopher, S. (2014)
In their research article stated that gold is considered as a glamorous metal and as a symbol of
status among people. This study seeks which factors that determinant the behavior of consumers
towards branded and non-branded jewellery products. There seen larger brands witnessing an
upward activity mainly due to factors such as increasing consumer false belief, decreasing
investment compulsive purchases, fascinating retail channels and competition from other
expensiveness products. The analyses showed that consumers are reasonably aware of the
branded players who have forayed into the jewellery market .Deepa, S. and Natarajan, M.
(2013)

9
Pointed out that people use gold for coins, jewellery, ornaments and many industrial purposes.
Women's are passionate about jewellery as it represented a symbol of feminity and even social
status. This research paper analyzes about the customer's attitude and behavior on jewellery
purchase. The results were compared and analyzed by using descriptive analysis, average score
analysis, chi-square analysis, analysis of variance and multiple regression Steiger and A. Muller
(2010)
Focused on the characteristics of compulsive buying by the senseless and uncontrollable
acquisition of items. The main focus is on the act of buying and the purchased items are
afterwards hardly used or not even at all. The repeated excessive behavior leads to psychological,
social and financial problems. In addition to their buying behavior most individuals with
compulsive buying also suffer from other mental disorders, especially depression, anxiety
disorders, personality disorders and impulse control disorders. M.lakshmi and Suganya.S
(2009)
In their study explores that Indian jewellery sector should focus on developing brands that stand
for quality and transparency. The brands are gaining more popularity and customers are
expecting more and more transparency apart from the choice to choose from various varieties of
designs.

10
 CHAPTER 3

RESEARCH OBJECTIVES

RESARCH DESIGN

RESEARCH METHODOLOGY

11
 RESEARCH OBJECTIVES

1. To study the consumer buying behavior towards gold jewellery.

2. To know the Consumers buying decision of gold jewellery.

3. To analyze the preference of women towards traditional Vs modern jewellery.

12
 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically. In it we study
the various steps are generally adopted by a researcher in studying his research problem
along with the logic being them.

A research method is a systematic plan for conducting research. Sociologists draw on a variety of
both qualitative and quantitative research methods, including experiments, survey research,
participant observation, and secondary data. Quantitative methods aim to classify features, count
them, and create statistical models to test hypotheses and explain observations. Qualitative
methods aim for a complete, detailed description of observations, including the context of events
and circumstances.

13
 RESEARCH DESIGN

The research design is the conceptual structure within with the research is conducted, it
constitutes the blueprint for the collection, measurement and analysis of data.

The research design used here is descriptive design. Descriptive research studies are those
studies which are concerned with describing the characteristics of a particular individual, or of a
group.

The studies concerned with specific predictions, with narration of facts and characteristics
concerning individual, group or situation are all examples of descriptive research studies. Most
of the social research comes under this category.

SOURCES OF DATA COLLECTION

PRIMARY DATA: The data which is collected from its source of origin is called primary data.
The primary data for this study has been collected from consumer through structured
questionnaire.

SECONDARY DATA: Secondary data means data that are already available means they refer
to the data which have already been collected and analyzed by someone else.

The secondary data for the study has been collected from various journals, newspapers,
magazines, websites and research papers etc.

14
SAMPLING DESIGN

A sampling design is a definite plan for obtaining a sample from a given population. It refers to
the technique or the procedure the researcher would adopt in selecting items for the sample.

The population includes the females who have filled the questionnaire.

The sampling design is descriptive

SAMPLE SIZE:

The sample size of a data is 70 .which includes only females.

DATA COLLECTION METHOD AND INSTRUMENT

Appropriately designed questionnaire to facilitate self-administered surveys with

simple standard questions were used to collect data.

TYPES OF QUESTIONS ASKED

Multiple choice questions

Many choices of responses are given and the respondent chooses one response .

The advantage of this type is easy tabulation and quick response by respondent.

15
 CHAPTER 4

DATA PRESENTATION AND INTERPRETATION

16
Q I. Age

Table no 4.1 Table showing percentage of respondents by age groups

Particulars No. of respondents Percentage

25-30 years 22 31.42%
30-35 years 12 17.14%
35-40 years 28 40%
40& above 8 11.43%
Total 70 100%

Age

11%
32% 25-30
30-35
35-40
40% 40&ABOVE
17%

Figure: 4.1 Figure showing age of respondents.

Interpretation: The above table and pie diagram shows that 31.42%of the respondents are from
age group between 25-30, 17.14% are from 30-35, 40% are from 35-40, and 11.43% are from 40
& above.

17
Q II. Marital Status

Table no 4.2 Table showing percentage of marital status of respondents

Particulars No.of respondents Percentage

Married 44 62.86%
Unmarried 17 24.29%
Single 9 12.86%
Total 70 100%

Martial status

13%

Married

24% Unmarried
Single
63%

Figure 4.2: Figure showing marital status of respondents

Interpretation: The above table and pie diagram shows that the 62.86% of the respondents are
married, 24.29% are unmarried and 12.86% are single.

18
QIII. Educational Qualification:

Table: 4.3 Table Showing percentage of qualification of respondents

Particulars No.of respondents Percentage

Graduate 34 48.57%
Post graduate 34 48.57%
Intermediate 2 2.85%
Total 70 100%

Educational qualification
3%

Post graduate
48%
Graduate
49% Intermediate

Figure: 4.3: Figure showing educational qualification of the respondents

Interpretation: The above table and pie diagram shows that the 49% of the respondents are
graduate and 49% are post graduate and rest 3% are intermediate.

19
QIV. Family type:

Table: 4.4 Table showing percentage of family type of respondents

Particulars No.of respondents Percentage

Joint family 27 39%
Nuclear family 43 61%
Total 70 100%

Family type

39%
joint family
nuclear family
61%

Figure: 4.4:- Figure showing family type of the respondents

Interpretation :The above table and pie diagram shows that 39% of the respondent are from joint
family whereas, 61% are from nuclear family.

20
QV. Annual household income

Table: 4.5 Table Showing percentage of income of respondents.

Particulars No.of respondents Percentage

20,000-30,000 6 8.57%
30,000-40,000 3 4.29%
40,000-50,000 10 14.29%
50,000 & above 23 32.86%
None 28 40%
Total 70 100%

Annual household income

9%
4% 20,000-30,000

40% 14% 30,000-40,000

40,000-50,000
50,000&above
none
33%

Figure :4.5: Figure showing annual household income of the respondents

Interpretation: The above table and pie diagram shows that 8.57%respondents are under the
category of 20,000-30,000 , 4.29% between 30,000-40,000, 14.29% lies between 40,000-50,000
and 32..86% between 50,000& above and 40% are in none category.

21
QVI. Occupation:

Table: 4.6 Table showing percentage of occupation of respondent

Particulars No. of respondents Percentage

Professor 14 20%
Lecturer 8 11.43%
Service 19 27.14%
Both 1 1.43%
None 28 40%
Total 70 100%

Occupation

20%
Professor
40% Lecturer

11% Service
Both
None

27%
2%

Figure: 4.6 : Figure showing occupation of the respondents

Interpretation :The above table and pie chart shows that 20% of respondents are from professor,
11.43% are from lecturer , 27.14% are from service , 1.43% are from both , 40% of them are
none.

22
QVII. Religion:

Table: 4.7 Table Showing percentage of religion of respondents.

Particulars No. of respondents Percentage

Hindu 60 85.71%
Muslim 7 10%
Sikh 3 4.28%
Total 70 100%

Religion

4%
10%
Hindu
Muslim
Sikh

86%

Figure: 4.7:- Figure showing religion of the respondents

Interpretation: The above table and pie diagram shows that 86% of the respondents are Hindu
and 10% are Muslims and rest remaining are Sikh .

23
Q1. Do you buy jewellery?

Table:4.8 Table Showing percentage of buying jewellery among respondents.

Particulars No.of respondents Percentage

Yes 66 94.28
No, reasons? 4 5.71
Total 70 100%

Buy Jewellery

6%

Yes
No

94%

Figure no 4.8:- Figure showing buying behavior of the respondents

Interpretation: The above table and the pie chart shows that 94% of the respondents buy
jewellery and 2% of the respondents do not buy jewellery.

24
Q2. Why do you buy jewellery?

Table: 4.9 Showing the reason of buying jewellery of respondents.

Particular No. of respondent Percentage

Fashion statement 31 22.28%
Status symbol 12 17.14%
Security 21 30
Investment 2 2.85%
Gift 3 4.285
Other 1 1.42%
Total 70 100%

Why do you buy jewellery

4%
3% 2%

Fashion statement
Status symbol

44% Security
30%
Investement
Gift
17% Any other

Figure: 4.9:- Figure showing reason of buying jewellery of the respondents

Interpretation: The above table and pie diagram shows that 44% of the respondents buy jewellery
for fashion statement and 30% buy for security and 17% buy as a status symbol and 4& buy for
gift purpose and 3% buy for investment and remaining 2% buy for other purposes.

25
Q3.When do you generally buy gold jewellery?

Table: 4.10 Showing percentage of time of buying jewellery of respondents

Particular No. of respondent Percentage

Occasion 37 53%
Discount offer 12 17%
Festival 19 27%
Any other, specify 1 1%
Need 1 2%
Total 70 100%

Generally buy gold jewellery

2%

1%
Oscassions
27% Disount offer
Festivals
53%
Any other
17% Need

Figure: 4.10:- Figure showing time of buying jewellery of the respondents

Interpretation: The above table and pie diagram shows that 535 of the respondents generally buy
jewellery on occasions and 27% on festivals and 17% buy on discount offers and 25 on their
need and remaining 1% on any other.

26
Q4. How frequently do you buy made jewellery purchase?

Table :4.11 Showing percentage of duration of time of gold jewellery of respondents

Particular No. of respondent Percentage

Once in a long time 17 24%
Once in a year 15 21%
Whenever any occasion 37 53%
Other reason 1 2%
Total 70 100%

Jewellery purchase

2%
24% Once in a long time
Once in a year
53% Whenever any oscassion
21% Other reason

Figure: 4.11:- Figure showing the duration of time of gold jewellery of respondents.

Interpretation: The above table and pie diagram shows that 53%of the respondents make
jewellery purchase whenever any oscassion and 24% make jewllery purchase once in a long time
and 21% make jewellery purchase once in a year and remaining 2% of the respondents make
jewellery purchase on other reasons.

27
Q5.What type of jewellery is preferred most?

Table:4.12 Showing percentage of type of jewellery purchased of respondents.

Particular No. of respondent Percentage

Branded more than non branded 43 62%
Non branded more than branded 10 14%
Branded equal to non branded 17 24%
Total 70 100%

Type of jewellery

24% Branded more than non

branded
Non branded more than
branded
14% 62%
Branded equal to non
branded

Figure: 4.12 Figure showing the type of jewellery purchased

Interpretation: The above table and pie diagram shows that 62% of the respondents buy branded
jewellery more than the non branded jewellery and 24% of the respondents buy non branded
more than branded jewellery and rest remaining 145 buy branded equal to non branded.

28
Q6. Tick against the brand that you are aware about in the jewellery market?

Table: 4.13 Table Showing the brand awareness of the respondents..

Particular No. of respondent Percentage

Asmi 7 10%
Ddamas 5 7.14%
Tanishq 44 62.85%
Sagini 10 14.28%
Nakshtra 4 5.71%
Total 70 100%

Brand awareness

6% 10%
Asmi
14% 7%
D'damas
Tanshiq
sagini
nakshtra
63%

Figure: 4.13:- Figure showing the brand awareness of the respondents..

Interpretation: The above table and pie diagram shows that 63% of the respondents are
aware of Tanishq and 14% are aware of Sagini and 10% are aware of Asmi and 7% are aware of
Ddamas and 6% are aware of Nakshtra.

29
Q7.What kind of jewellery do you mostly buy if necessary tick more than one?

Table: 4.14 Showing percentage of type of jewellery of respondents.

Types Rings Bangles Earrings Necklace Other

Ethnic 31 25 27 26 1
Contemporary 14 10 12 9 2
Bridal 15 17 14 13 1
Fashion 31 22 25 18 1
Antique 22 17 11 18 3
Custom 18 14 17 20 18

Type of jewellery preferred

35
31 31
30 27
25 26 25
25 22 22
20
20 17 18 17 18 18 17
14 15 14 14
15 12 13
10 9 11
10

5 2 3
1 1 1
0
ETHNIC CONTEMPORARY BRIDAL FASHION ANTIQUE CUSTOM

RINGS BANGLES EARINGS NECKLACE OTHER

Figure: 4.14 Figure showing variety of jewellery of respondents

Interpretation: As per the bar diagram shown above it is shown that in ethnic form of jewellery
people prefer more of rings and in cont. form people prefer more of rings and in bridal prefer
more of bangles therefore in fashion form they prefer more of rings and in antique form they
prefer more of rings and in custom form they prefer more of necklaces.

30
Q8.From where do you prefer buying gold jewellery?

Table: 4.15 Table Showing percentage of source of buying jewellery of respondents.

Particular No. of respondent Percentage

Local dealers 14 20%
Branded jewellery 24 34.28%
Multi branded showrooms 15 21.42%
Company showrooms 17 24.28%
Total 70 100%

Source of buying

24% 20%
Local dealers
Branded jewellery
Multi-branded showrooms
22% 34%
Company showrooms

Figure: 4.15 Figure showing of source of buying jewellery of respondents

Interpretation: The above table and pie diagram shows that 34% of the respondents prefer
buying gold jewellery from branded jewellery and 24% of respondents buy from the company
showrooms and 22% buy from the multi-branded showrooms and remaining 20% from local
dealers.

31
Q9.Does the ambience and the services provided in the store effects your purchase?

Table:4.16 Table Showing percentage of ambience effectiveness of respondents.

Particular No. of respondent Percentage

Very significantly 12 17.14%
Significantly 20 28.57%
Partially 22 31.42%
Not at all 16 22.85%
Total 70 100%

Ambience effectiveness

17%
23%
Very signicantly
Signicantly
Partially
29% Not at all
31%

Figure: 4.16 Figure showing ambience effectiveness of respondents

Interpretation: The above table and pie diagram shows that 31% of the respondents has the
effect of ambience on their purchase partially 29% have effect significantly and 23% does not
have effect at all and the remaining 17% have more signicificant effect on their purchase.

32
Q10.How do you make payment while purchasing gold jewellery?

Table :4.17 Table Showing percentage of payment mode of respondents

Particular No. of respondent %

Online payment 17 24.28%
Debit card 22 31.42%
Emi 7 10
On credit 15 21.42%
Cash 9 12.85%
Total 70 100%

Payment mode

13% Online payment

24%
Debit card
21% Emi
On credit
10% 32% Cash

Figure: 4.17 Figure showing ambience effectiveness of respondents.

Interpretation: The above table and pie diagram shows that 32% of the respondents make
payment by debit cards and 24% of the respondents make online payment and 21% make credit
payment and 13% make payment by cash and remaining 10% on emi.

33
Q11. From where do you get knowledge of the gold jewellery?

Table: 4.18 Showing percentage the source awareness of respondents

Particular No. of respondent Percentage

Recommendations from friends 22 31.42%
Pamphlets distribution 17 24.28%
Internet 29 41.42%
E-mail 2 2.85%
Total 70 100%

Source of awareness

3%
recommendations from
31% friends
42% pamphlets distribution

internet

e mail
24%

Figure: 4.18 Figure showing the source of awareness of respondents.

Interpretation: The above table and pie diagram shows that 42% of the respondent get knowledge
of jewellery from the internet and 31% get from recommendation from friends and 24% get from
pamphlet distribution and remaining 3% from e-mail.

34
Q12.Before making any jewellery purchase, do you compare the design and prices of the
same between the branded showroom and the local dealers?

Table: 4.19 Table showing percentage of comparison of designs and prices of the respondents.

Particular No. of respondent Percentage

Always 19 27.14%
Often 12 17.14%
Sometime 28 40%
Rarely 8 11.42%
Never 3 4.28%
Total 70 100%

Comparsion of prices and designs

4%
12%
27% always
often
sometimes
rarely
40% 17% never

Figure:4.19:- Figure showing of comparison of branded showrooms and local dealers of the
respondents.

Interpretation: The above table and pie diagram shows that 40% of the respondent always
compare the designs and prices of branded showrooms and the local dealers and 27% always
compare and 17% often compare the design and prices and 12% sometime compare and the
remaining 4% never compare the design and prices of the branded and local dealers.

35
Q13.What things do you keep in mind while purchasing gold jewellery rate them from(1-7)

Table:4.20 Showing percentage of things in mind while purchasing jewellery from 1 to 7 of

respondents

Making Discount
Ranks Price Quality charges Brand Design offers Investment
Rank 1 30 20 0 23 20 3 4
Rank 2 17 26 4 30 14 7 1
Rank 3 21 23 6 13 24 7 6
Rank 4 20 16 10 11 19 16 9
Rank 5 6 3 26 9 16 26 16
Rank 6 1 9 20 9 4 30 27
Rank 7 4 4 34 6 3 11 37
Factors kept in mind
40 37
34
35
30 30 30
30 RANK 1
27
26 26 26
24 RANK 2
25 23 23
21
20 20 20 20
19 RANK 3
20 17
16 16 16 16
14 RANK 4
15 13
11 11
10 RANK 5
10 9 99 9
77
6 6 6 6
4 4 4 4 4 RANK 6
5 3 3 3
1 1
0 RANK 7
0
PRICE QUALITY MAKING BRAND DESIGN DISCOUNT INVESTMENT
CHARGES OFFER

Figure:4.20:- Figure showing of things in mind while purchasing jewellery from 1 to 7 of

respondents.

Interpretation: As per the study the factors kept in mind while purchasing gold jewellery is that
30 people focused on price and gave rank 1 to price and 26 people give rank 2 to quality
therefore, 24 people gave design the rank 3 and 20 people again gave price the rank 4 and rank 5
were given by 26 people to making charges and discount offers and rank 6 were given by 30
people on discount offers and rank 7 were given by 34 to making charges.

36
 RESEARCH FINDINGS

REASEARCH FINDINGS 1 :

Table: 4.21 Table showing the preference of jewellery items

Type Rings Bangles Earrings Necklace Other

Ethnic 31 25 27 26 1
Contemporary 14 10 12 9 2
Bridal 15 17 14 13 1
Fashion 31 22 25 18 1
Antique 22 17 11 18 3
Custom 18 14 17 20 18

Type of jewellery preferred

35
31 31
30
27
26
25 25
25
22 22
20
20 18 18 18
17 17 17
15
14 14 14
15 13
12
11
10
10
9

5 3
2
1 1 1
0
ETHNIC CONTEMPORARY BRIDAL FASHION ANTIQUE CUSTOM

RINGS BANGLES EARINGS NECKLACE OTHER

Figure: 4.21:- Figure showing the preference towards jewellery items.

Interpretation: As per the study on kind of jewellery purchase behavior among the females is
that mostly rings are purchased in ethnic form and in contemporary also the rings are purchased
more as compared to other and in bridal more of bangles is preferred and in fashion more of
rings are purchased and of antique the rings are purchased and the necklaces of the custom form
as shown in the above Figure.
37
RESEARCH FINDINGS 2:

Table:4.22 Table showing source of buying of the respondents

Particular No. of respondent Percentage

Local dealers 14 20%
Branded jewellery 24 34.28%
Multi branded showrooms 15 21.42%
Company showrooms 17 24.28%
Total 70 100%

Source of buying

20%
24%
Local dealers
Branded jewellery
Multi-branded showrooms
Company showrooms
22%
34%

Figure:4.22:- Figure showing the source of buying of the respondents

Interpretation:

As per the study 34%of the respondents buy from the branded jewellery showrooms and after
that 24% respondents prefer buying from the company showrooms and 22% of the respondents
buy from multi-branded showrooms and 20% of the respondents buy from the local dealers as
shown in the above Figure.

38
RESEARCH FINDING 3:

Table: 4.23 Table showing the source of awareness of the respondents

Particular No. of respondent Percentage

Recommendations from friends 22 31.42%

Pamphlets distribution 17 24.28%
Internet 29 41.42%
E-mail 2 2.85%
Total 70 100%

Source of awareness

3%
recommendations from
31% friends
42% pamphlets distribution

internet

e mail
24%

Figure: 4.23:- Figure showing the source of awareness of the respondents

Interpretation: From the above data analysis that the maximum percentage of respondents get
knowledge of gold jewellery from their the internet 42% and then after from recommendations
from their friends 31% and 24% pamphlets distribution and the least is from e mails 3% as
shown in the above Figure.

39
RESEARCH FINDINGS 4:

Table: 4.24 Table showing the comparison of designs and prices

Particular No. of respondent Percentage

Always 19 27.14%
Often 12 17.14%
Sometime 28 40%
Rarely 8 11.42%
Never 3 4.28%
Total 70 100%

Comparsion of designs and prices

4%
12%
27% always
often
sometimes

40% rarely
never
17%

Figure: 4.24:- Figure showing the comparison of designs and price of the respondents

Interpretation: As per the data analysis it is been shown that 40% of the respondents sometimes
compare the designs and prices of the same between local and branded jewellery purchase and
then 27% always compare and after that 17% often compare the designs and prices and 12% of
the respondents rarely compare and the least no the respondents always compare the designs and
prices of the branded and local dealers as shown in the above Figure.

40
Hypothesis Findings:

Ho- There is no significant relationship between the marital status and the category of jewellery
(preference).

1 - There is a relationship between the marital status and the category of jewellery
(preference).

Observed Frequency
Marital status Ethnic Contemporary Bridal Total
Married (44) 40 25 31 96
Unmarried (26) 21 11 14 46
Total 61 36 45 142

Table:4.25 Frequency distribution of observed frequency distribution table for hypothesis:1

Expected Frequency

Marital status Ethnic Contemporary Bridal Total

Married (44) 41 24 30 96
Unmarried (26) 20 12 15 46
Total 61 36 45 142

Table: 4.26 Frequency distribution of expected frequency distribution table for hypothesis 1

Research findings 1 :

Since the P value - 0.009735 is less than 0.05 so we reject the null hypothesis. i.e. There is a
relationship between the marital status and the category of jewellery (preference).

41
Ho- There is no significant relationship between the monthly household income and the type of
jewellery preferred.
1 - There is a significant relationship between the monthly household income and the type of
jewellery preferred.

Observed Frequency
Income B>NB NB>B B=NB TOTAL
20,000-30,000 4 2 0 6
30,000-40,000 2 0 1 3
40,000-50,000 30 6 2 38
50,000&above 7 2 14 23
Total 43 10 17 70

Table: 4.27 Frequency distribution of observed frequency distribution table for hypothesis:1

Expected Frequency

Monthly Income B>NB NB>B B=NB Total

20,000-30,000 3.685714 1.842857 23.34286 28.87143
30,000-40,000 1.842857 0.428571 0.728571 3
40,000-50,000 23.34286 5.428571 9.228571 38
50,000 &above 14.12857 3.285714 5.585714 23
Total 43 10.98571 38.88571 92.87143

Table: 4.28 Frequency distribution of expected frequency distribution table for hypothesis1

Research finding 2 :

Since the ;P value is - 0.00000001019 is less than 0.05 so, we reject the null hypothesis i.e.
There is a relationship between the monthly household income and the type of jewellery
preferred.
42
 CONCLUSION

The buying consumer preference of jewellery and the behind purchasing jewellery shops is price,
purity and design which score the maximum. Other factors are variety, the brand ,influence of
family and friends. The least guiding factor for purchasing jewellery is the service and the
ambience. Hence when a customer goes to buy jewellery they do keep the price in mind followed
by the quality and the design. Factors like service given the shop or by the jeweler and the
display do not have a very big impact on the customers. Branded jewellery is extremely popular
since it has 100% awareness. This may be due to the wide spread publicity taken up by the
various brands. Brands like Tashiq, Nakshtra, Ddamas.

43
 LIMITATIONS

It was time consuming.

Consumers who did not buy jewellery also filled the questionnaire
Consumers were not aware of some brands.
The Respondents took much time to fill the questionnaire.
The Respondents were not willing to fill the questionnaire. and it was difficult to conduct
the survey as it was a field survey.

44
 SUGGESTIONS

The brands like Ddamas, Asmi, and Sagini should more focus on advertisement
techniques as people are not much aware about these brands.
Pamphlets distribution have a great impact on the buying decision of the consumers .
The company should promote attractive gold investment schemes especially for the youth
because this category may not have enough funds to buy gold ornaments at a time.

The spending power of the consumer may vary from one to one based on demographic
and psychological factors in order to create buying behavior the shoppers have to provide
schemes as per the spending power of the consumers.

The local dealers shops should try to improve their promotional activities by conducting
more exhibitions.

45
 BIBLOGRAPHY

References

Asha, K. and S. Edmund Christopher. A Study on Buying Behavior of

Customers towards Branded and Non-Branded Gold Jewellery with reference to
Kanyakumari District. International Journal of Management, Vol. 5, Issue 10,
October 2014, pp.105-114
Deepa, S. and Natarajan, M. A Study of Customers Attitude and Behavior on
Jewellery Purchase in Salem, International Journal of Research in Commerce
and Management, Vol.4, Issue 2, February 2013, pp.137-142
Gomathy, C., & Devi, Y. (2015). "A study on consumers' awareness and
perception about branded jewellery". Indian Journal of Applied Research, 5(3), ,
PP. 71-72.
Rncos (2006) Indian Customers Showing Interest in Branded Jewellery, Journal
Of Gems & Jewellery,, Vol.10 (1), pp.12-16.
Rncos reported in his article indian customers showing interest in branded
jewellery that indian gems and jewellery market future prospects to, gems and
jewellery market in india possess tremendous potential for future growth.
Shah Vipul, (2012) Change in Leadership of Gem and Jewellery, Journal Of
Gem & Jewellery., Vol 50 (5), pp 22-23
Zaveri, Samrat (2003) Branded & Gold Jewellery Market In India , The jewellers
, Vol 5/6 , pp 17-21

46
ANNEXURE

47
 Questionnaire on consumer buying behavior of gold jewellery.

Name:

Age group:

a) 25 -30 years b) 30-35 years c) 35-40 years d)40 and above

Marital Status:

a) Married b) Unmarried c) Single

Educational Qualification:

a) Post graduate b) Graduate c) Intermediate d) Below Intermediate

Family type:

a) Joint family b) Nuclear family

Annual Household Income:

a)20,000-30,000 b) 30,000-40,000 c) 40,000-50,000 d)50,000 and above e)None

Occupation:

a) Professor b) Lecturer c) Service d) Both e)None

Religion:

a) Hindu b) Muslim c) Sikh

Q1. Do you buy gold jewellery?

a) Yes b) If no, What are the possible reasons?

48
Q2. Why do you buy jewellery?

a) Fashion Statement b) Status symbol c)Security/ investment d)Gift e)Any

other

Q3.When do you generally buy gold jewellery?

a)Occasions b) Discount offer c) Festivals d) Any other, specify

Q4. How frequently do you buy make jewellery purchase?

a) Once in a long time b) Once a year c) Whenever any oscassion

Q5.What type of jewellery is preferred most?

a) Branded more than non- branded b) Non-branded more than branded c)

Branded equal to non branded

Q6.Tick against the brand that you are aware about in the jewellery market?

a)Asmi b) Ddamas c)Tanishq d) Sagini d)Nakshtra e)Any other

Q7.What kind of jewellery do you buy mostly buy? If necessary, Tick more than one?

a) Traditiona Rings Bangles Earnings Necklace Other

l
Ethnic
Contemporary
Bridal
b) Western
Fashion
Antique
Custom

49
Q8.From where do you prefer buying gold jewellery?

a)Local dealers b) Branded jewellery c) Multi-branded showrooms d) Company

showrooms

Q9.Does the ambience and the services provided in the store affects your purchase?

a)Very significantly b) Significantly c) Partially d) Not at all

Q10. How do you make payment while buying gold jewellery?

a)Online payment b) Debit card c)EMI d)On Credit e)Cash

Q11.From where do you get knowledge of the gold jewellery?

a)Recommendations from friends b)pamphlets distribution c) Internet d) E-mail

Q12. Before making any jewellery purchase, do you compare the designs and prices of the
same between the branded showrooms and the local dealers?

Always
Often
Sometimes
Rarely
Never

Q13. What things do you keep in mind while purchasing gold jewellery ? Rate them from
(1 to 7) : 1: Highest & 7: Lowest

Price Quality Making Brand Design Discount Investment

charges offers

50