SYNOPSIS ON

“BRAND AWARENESS AND PERCEPTION TOWARDS BRANDED

JEWELLERY AT MALABAR GOLD AND DIAMOND JEWELLERY”

Submitted to Bengaluru North University

In partial Fulfilment of requirements for the degree of

MASTER OF BUSINESS ADMINISTRATION

By
PRIYANKA ARORA
Reg. No. 18B6CMA58
Under the Guidance of
PROF. RAMALAKSHMI V

Associate Professor

KRUPANIDHI GROUP OF INSTITUTIONS

#12/1, Chikkabellandur, Carmelaram Post, Gunjur Village, Varthur Hobli,
Bangalore-560 035

2020
 1. TITLE OF THE STUDY
A Study on “Brand awareness and perception towards branded jewellery with specific
reference to Malabar Gold and Diamonds”

2. INTRODUCTION

The gems and jewellery industry occupy an important position in the Indian economy and is
one of the fastest growing industries in the country. In the late 1990s, the Indian jewellery
market witnessed a shift in consumer perceptions of jewellery. Apart from its historical
religious significance, Jewellery is valued as an important savings and investment vehicle in
India. Even in present times, Jewellery remains the Indian bride's `Streedhan', the wealth she
takes with her when she marries and which remains hers. Gold jewellery is the preferred
jewellery worn by women in India irrespective of their religious beliefs. In marriages, gold
jewellery is the gift preferred by the near relatives of the bride and the groom. Jewellery is
very popular among farmers, with an upsurge in gold sales after a good agricultural season.
Buying of gold is an important part of every stage of an Indian citizen's life— at birth,
marriage, construction of home, festivals, religious ceremonies, setting up of new business,
and death. Instead of being regarded as only an investment option, jewellery was being prized
for its aesthetic appeal. In other words, the focus seemed to have shifted from content to
design. Trendy, affordable and lightweight jewellery soon gained familiarity. Branded
jewellery also gained acceptance forcing traditional Jewellers to go in for branding.

As India makes rapid progress in the retail arena, the Indian Jewellery market is undergoing a
gradual metamorphosis from unorganised to organised formats. Jewellery retailing is moving
from a ‘storehouse of value' to a precious fashion accessory. Plain gold is gradually easing its
stranglehold on the Indian consumer psyche to give way to diamonds, platinum and coloured
gemstones. The way jewellery was worn before is undergoing a tremendous change.
However branded jewellery players will continue to face lot of competition from local
jewellers. 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. To compete with traditional players,
branded players must also find some way to differentiate themselves. While the success of a
particular brand will depend on differentiation, affordability and quality will be a key element
in sustaining a brand. The present study will help us to understand the brand awareness and
perception of the customers towards MALABAR GOLD jewellery in Bangalore.

3. STATEMENT OF THE PROBLEM

In the emerging knowledge-based economy it has become necessary to know how
much market power lies with the brand name. Awareness and Perception are the two
key metrics that any company would use to measure their brand strength. The study of
brand awareness and perception is essential in marketing planning. Customer
needs and preferences keep changing where brands ultimately command
customer’s loyalty. Without brand awareness occurring, no other communication effects
can occur. For a consumer to buy a brand they must first be made aware of it. Brand attitude
cannot be formed, and intention to buy cannot occur unless brand awareness has occurred.
Brand perception is created by consumer experience with the brand’s product or service. In
other words, perception is the values consumers attach to a brand.

After the purchase of specialty goods or shopping goods, the customer exhibits post purchase
behaviour. It may be either cognitive consonance or cognitive dissonance. The consonance
leads to dissatisfaction. But when it comes to customers going in high value premium
segment goods such as gold, diamond and platinum ornaments, in a highly competitive with
too many players in the market, then the customer surely has a wide range of choice to
choose from and carefully evaluates the different showrooms before making a purchase
decision. In such a situation, any purchase dissonance will lead to very high degree of
dissatisfaction, which may also lead to spreading negative opinion to the prospective buyer of
jeweller’s outlet. Hence a research is undertaken to understand the brand awareness
and perception towards branded jewellery with specific reference to Malabar
Gold and Diamonds, Bangalore.

4. OBJECTIVES OF STUDY

Primary objective
The main objective of the study is to determine the level of brand awareness and brand
perception of Malabar Gold Jewellery, and the use of it as a measure to increase the
marketing effectiveness of Malabar Brand Jewellery.
Secondary objectives

i. To compare the customer preference between the branded and non-branded jewellery
ii. To understand the parameters the customers, consider while buying jewellery
iii. To know how brand preference is formed in purchasing Malabar Gold jewellery
among customers
iv. To measure the level of satisfaction of customers of Malabar Gold
v. To analyse the marketing strategies of Malabar Gold with regard to brand awareness
and perception
5. RESEARCH DESIGN

TYPE OF RESEARCH
The study will be descriptive in nature

POPULATION
Customers buying gold in Bangalore City
SAMPLE SIZE
The sample for the study would be limited to 105 respondents.
SAMPLING UNIT
For this study the respondents will be the customers buying gold and diamond
jewellery

TYPE OF SAMPLING
Simple random sampling method will be used for the study.
TOOLS OF DATA COLLECTION
Primary data:

Primary data will be collected using a structured questionnaire as well as personal

interview method.

Secondary data:
 The secondary data for this work will be obtained from company magazines and
brochures, website, newspapers, internet, text books, reports and other promotional
materials.

HYPOTHESES STATED FOR THE STUDY:

Hypothesis 1
Null Hypothesis (H0): Gender of customers and preference for branded and non-branded
jewellery is independent.

Alternative Hypothesis (H1): Gender of customers and preference for branded and non-
branded jewellery is independent.

Hypothesis 2

Null Hypothesis (H0): Marital Status of customers and purchase of jewellery is independent.

Alternative Hypothesis (H1): Marital Status of customers and purchase of jewellery is

dependent.

PLAN OF ANALYSIS

The data collected from various sources will be tabulated and represented using the
percentage and ranking method. Graphical tools like bar diagrams, pie charts etc., will
be used to illustrate the tabulated data pictorially. Inferences and interpretation of the
data will be done on the basis of tabulated data.

In both Hypotheses 1 and 2, the null hypotheses will be tested using Chi-Square test
for independence of attributes at 5% level of significance.

6. PROPOSED CHAPTER SCHEME:

1. Introduction
2. Review of Literature & Research Design
3. Profile of the /Business/Selected Organization/ Respondents
4. Data Analysis and Interpretation
5. Summary of Findings, Conclusions and Recommendations.
6. Bibliography
7. Annexures