“A STUDY ON CONSUMER BEHAVIOR WITH

SPECIAL REFERENCE TO SULTHAN DIAMONDS AND

GOLD, KASARAGOD”

A Project Report

Submitted by

ZAINABATH SAHNA PM

Reg. No: GK17BS0377

Under the Supervision of

Ms SAUMYA M

Lecturer, Dept of Commerce, Dhakheerath Women’s College

Submitted to Kannur University in the partial fulfillment of requirements

for the award of

Bachelor of Commerce (Co-operation)

SCHOOL OF DISTANCE EDUCATION

KANNUR UNIVERSITY

MARCH 2020
 BONAFIDE CERTIFICATE
This is to certify that the project entitled “A STUDY ON CONSUMER
BEHAVIOR WITH SPECIAL REFERENCE TO SULTHAN DIAMONDS AND
GOLD, KASARAGOD” is a bonafide work of ZAINABATH SAHNA PM , Enrl.
No: GK17BS0377” who carried out the project work under my supervision.

Ms SAUMYA M

SUPERVISOR

Lecturer in Commerce

Dhakheerath Women’sCollege

Kasaragod
 DECLARATION

I, ZAINABATH SAHNA PM, hereby declare that the project Work

entitled “A STUDY ON CONSUMER BEHAVIOR WITH SPECIAL
REFERENCE TO SULTHAN DIAMONDS AND GOLD,
KASARAGOD”has been prepared by me and submitted to Kannur
University in the partial fulfillment of requirements for the award of
Degree of Bachelor of Commerce, is a record of original work done by
me under the supervision of Ms. SAUMYA M, Dept. of commerce,
Dhakheerath Women’s College.

I also declare that this project work has not been submitted by me fully or
partially for the award of any degree, diploma, title or recognition before.

Countersigned

ZAINABATH SAHNA PM

Reg. No: GK17BS0377

Place: Kasaragod

Date:
 ACKNOWLEDGEMENT

In my endeavor to write this report on “A STUDY ON CONSUMER

BEHAVIOR WITH SPECIAL REFERENCE TO SULTHAN
DIAMONDS AND GOLD, KASARAGOD” I have fortunate enough to
receive whole hearted support and inspiration from many people.

First of all am greatly indebted to our principal Mrs RAJITHA T V, who

has provided me valuable guidance.

I am immensely grateful to my guide Ms SAUMYA M, Lecturer of

department of commerce, for providing me with scholarly advices and
full-fledged support.

In preparing this report, I am also thankful to the respondents and so

many other people who helped me in many stages of this project work.

Above all I am grateful to my parents and almighty god for the immense
wishing and blessing that gave motivation and confidence to complete
this Project work.
 LIST OF CONTENTS
CHAPTER DETAILS PAGE

NUMBER NUMBER

1 1. INTRODUCTION
1.1. INTRODUCTION TO THE STUDY
1.2. STATEMENT OF THE PROBLEM
1.3. OBJECTIVES OF THE STUDY
1.4. SCOPE OF THE STUDY 1–4
1.5. METHODOLOGY OF THE
STUDY
1.6. PERIOD OF THE STUDY
1.7. LIMITATIONS OF THE STUDY
1.8. CHAPTER SCHEME

2 THEORETICAL FRAMEWORK 5 - 11

3 INDUSTRY PROFILE 12 - 19

4 COMPANY PROFILE 20 – 28

5 DATA ANALYSIS AND 29 - 47

INTERPRETATIONS

6 FINDINGS, SUGGESTIONS AND

CONCLUSIONS

6.1 FINDINGS 48 -51

6.2 SUGGESTIONS

6.3 CONCLUSIONS

7 BIBLIOGRAPHY 52

APENDIX – QUESTIONNAIRE 53 - 55
 LIST OF TABLES

TABLE PAGE
DETAILS
NUMBER NUMBER
GENDER BASED CLASSIFICATION OF
5.1 29
RESPONDENTS
INCOME BASED CLASSIFICATION OF
5.2 30
RESPONDENTS
MARITAL STATUS BASED CLASSIFICATION OF
5.3 31
THE RESPONDENTS
AGE GROUP BASED CLASSIFICATION OF THE
5.4 32
RESPONDENTS
PRODUCT BASED CLASSIFICATION OF THE
5.5 33
RESPONDENTS
CUSTOMER AWARENESS ABOUT PRODUCTS
5.6 34
OTHER THAN GOLD

5.7 SATISFACTION IN MAKING CHARGES 35

DISTRIBUTION OF THE RESPONDENTS WITH

5.8 REGARD TO THE AMOUNT OF GOLD THEY 36
OWN
MEDIA THROUGH WHICH CUSTOMERSCAME
5.9 37
TOKNOW ABOUT THE PRODUCTS
CUSTOMERS RATING ON THE DESIGNOF THE
5.10 38
ORNAMENTS
IMMEDIATE REDRASSEL ON CUSTOMER
5.11 39
GRIEVANCES
CUSTOMERS RATING ON SALESMAN
5.12 40
RELATIONSHIP
5.13 CUSTOMERS RATING ON SERVICE FACILITY 41
 AVAILABLE

RATING OF ADVERTISEMENT OF SULTHAN

5.14 42
DIAMONDS AND GOLD
5.15 DECISION FORMED DUE TO ADVERTISEMENT 43
RECOLLECTION SLOGAN USED BY SULTHAN
5.16 44
DIAMONDS AND GOLD
CUSTOMER RATING ON OVERALL SERVICES
5.17 45
OF SULTHAN DIAMONDS AND GOLD
CUSTOMER RATING ON LEVEL OF
5.18 46
SATISFACTION
WHETHERTHE RESPONDENTS INSIST THEIR
FRIENDS, RELATIVES AND WELL WISHERS TO
5.19 47
PURCHASE FROM SULTHAN DIAMONDS AND
GOLD
 LIST OF CHARTS
CHART PAGE
DETAILS
NUMBER NUMBER
GENDER BASED CLASSIFICATION OF
5.1 29
RESPONDENTS
INCOME BASED CLASSIFICATION OF
5.2 30
RESPONDENTS
MARITAL STATUS BASED CLASSIFICATION OF
5.3 31
THE RESPONDENTS
AGE GROUP BASED CLASSIFICATION OF THE
5.4 32
RESPONDENTS
PRODUCT BASED CLASSIFICATION OF THE
5.5 33
RESPONDENTS
CUSTOMER AWARENESS ABOUT PRODUCTS
5.6 34
OTHER THAN GOLD

5.7 SATISFACTION IN MAKING CHARGES 35

DISTRIBUTION OF THE RESPONDENTS WITH

5.8 36
REGARD TO THE AMOUNT OF GOLD THEY OWN
MEDIA THROUGH WHICH CUSTOMERSCAME
5.9 37
TOKNOW ABOUT THE PRODUCTS
CUSTOMERS RATING ON THE DESIGNOF THE
5.10 38
ORNAMENTS
IMMEDIATE REDRASSEL ON CUSTOMER
5.11 39
GRIEVANCES
CUSTOMERS RATING ON SALESMAN
5.12 40
RELATIONSHIP
CUSTOMERS RATING ON SERVICE FACILITY
5.13 AVAILABLE 41
 RATING OF ADVERTISEMENT OF SULTHAN
5.14 42
DIAMONDS AND GOLD
5.15 DECISION FORMED DUE TO ADVERTISEMENT 43
RECOLLECTION SLOGAN USED BY SULTHAN
5.16 44
DIAMONDS AND GOLD
CUSTOMER RATING ON OVERALL SERVICES OF
5.17 45
SULTHAN DIAMONDS AND GOLD

5.18 LEVEL OF SATISFACTIONOFCUSTOMERS 46

WHETHERTHE RESPONDENTS INSIST THEIR

FRIENDS, RELATIVES AND WELL WISHERS TO
5.19 47
PURCHASE FROM SULTHAN DIAMONDS AND
GOLD
 CHAPTER-1

INTRODUCTION
 CHAPTER-3

INDUSTRY PROFILE
 CHAPTER-4

COMPANY PROFILE
 CHAPTER-5

DATA ANALYSIS AND

INTERPRETATION
 CHAPTER-6

FINDINGS, SUGGESTIONS &

CONCLUSION
APPENDIX
 CHAPTER - 7

BIBLIOGRAPHY
CHAPTER – 2

THEORETICAL
FRAMEWORK