A

PROJECT REPORT
ON

CUSTOMER RELATIONSHIP MANAGEMENT OF TANISHQ

JEWELERS
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF
MBA III SEMESTER
TO
PEOPLE’S INSTITUTE OF MANAGEMENT & RESEARCH

PEOPLES UNIVERSITY, BHOPAL

Submitted By:- JASMEEN ANJUM

PU-019141907B
HR & MM

Year :- 2020
 DECLARATION

I hereby declare that this project report titled “CUSTOMER

RELATIONSHIP MANAGEMENT OF TANISHQ JEWELERS"
being submitted in partial fulfillment of MBA programmer is
an authentic record of my own work and it has not been
submitted to any other institute or university for any other
degree, diploma or certificate.

…………………………..

(Signature)

JASMEEN ANJUM
 Index

Chapter Page No

Chapter I : Introduction of the company 02-07

Chapter II: Introduction of the topic 08-17

Chapter III: Research Methodology

a) Objectives Of The study

b) Data collection

c) Sample Size 18-20

Chapter IV: Findings and Observation 21-23

Chapter V: Conclusion 24-43

Chapter VI: Suggestions 44-46

Bibliography 47

Annexure 48-51

1|Page
 Chapter I:
Introduction of the company

2|Page
 CHAPTER I :
INTRODUCTION OF THE COMPANY
Tanishq
Tanishq Jewelry Brands belonging to the House of Tata, is one of the most successful
jewellery brands in India. Tata has always followed the policy of business diversification and
Tanishq is just one more step in that direction. Tanishq came into existence from Titan, the
watch company owned by Tata.
Tanishq Brand of Jewellery is not only a successful jewellery company but has also made the
jewelry market in India more organized than it ever was. There are a total of 84 stores in 61
Indian cities at present. Apart from buying jewellery, customers can also exchange them and
avail from special discount offers. One can choose from exclusive jewellery like diamond
studded gold jewellery with lots of innovative designs.
Tanishq Brand is all about the aspirations of the modern Indian woman who follow traditions
but at the same time does not loose her individuality.
Tanishq Jewelry Brands gives one a wide range of jewellery to choose from, necklaces,
bracelets, rings, earrings when one step into a Tanishq showroom in India. One can choose
from contemporary designs, which highlight the modern thoughts and desires. The traditional
jewellery focusing on the various aspects of the Indian history are also popular with the
customers.
Platinum jewellery and silverware designed by trained people are also a part of Tanishq
Jewellery Brand. The brand includes the following collections:

 The Paheli Collection

 Aria
 Hoopla
 Lightweights
 Aamra
 Aarka
 Collection G
 Solo
 Daytimes
 Lightweight diamonds
 Daisy
3|Page
  Aqua
 Ivy
 Mystique
 Nuvo
 Noor
 Ebony

ABOUT TANISHQ

Tanishq located in India provides: Body Piercing Jewelry, Costume Jewelry, Costume
Jewelry Manufacturers, Costume Jewelry Manufacturing Services, Costume Jewelry Stores,
Costume Jewelry Wholesalers, Diamond Wholesalers, Diamonds, Gold, Gold Jewelry,
Industrial Diamonds, Jewelry, Women's Fashion Accessories Stores

Tanishq, India's leading jewellery brand has announced celebrations on the auspicious
occasion of Pushyanakshatra across Tanishq stores. Customers will have more reasons to
experience the pure joy of Saatwic wealth with pure 22k gold jewellery from Tanishq.
According to Hindu belief the favourable alignment of the stars on this day begets eternal
happiness, prosperity and well being.

Pushyanakshatra is ruled by the lord of divine wisdom and signifies growth (Pushya)
nourishment, fulfillment and the blossoming of utmost wealth. Pushyanakshatra is considered
the most auspicious day to make valuable investments and purchases. It is a customary
practice for people to purchase gold, gems and jewellery that are believed to have divine
qualities that absorb and reflect positivity.

Tanishq jewellery for Pushyanakshatra consists of designs that have a timeless allure where
tradition and modernity beautifully combine to appeal to a woman's desire. The designs also
symbolise and celebrate the prosperity and good fortune assured by pure gold from Tanishq.

"At Tanishq, we always strive to participate in the many events and occasions of our
customers, traditional or otherwise, with jewellery that suits the many Indian hues and
moods. This Pushyanakshatra, we wish to be a part of the celebrations by offering a range of

4|Page
jewellery aptly designed to match the spirit and magnificence of the occasion," said Rupal
Sheth, assistant brand manager, Tanishq.
Tanishq has over the years become an integral part of millions of Indian households and this
Pushyanakshatra Tanishq will present women an opportunity to take home a memorable
experience with jewellery designs that represent purity and Indian beauty.
PRODUCT CATALOG FOR TANISHQ

5|Page
 Body Piercing Jewelry
 Costume Jewelry
 Costume Jewelry Manufacturers
 Costume Jewelry Manufacturing Services
 Costume Jewelry Stores
 Costume Jewelry Wholesalers
 Diamond Wholesalers
 Diamonds
 Gold
 Gold Jewelry
 Industrial Diamonds
 Jewelry
 Women's Fashion Accessories Stores

Gold Diamonds

Kundan

6|Page
 Designer Silver Polki

Gems Stone

Wedding jewellery Gift Items

Gold Loan

7|Page
 Chapter II:
Introduction of the topic

8|Page
 INTRODUCTION OF THE TOPIC
Customer relationship management (CRM) consists of the processes a company uses to
track and organize its contacts with its current and prospective customers. CRM is used to
support these processes; information about customers and customer interactions can be
entered, stored and accessed by employees in different company departments. Typical CRM
goals are to improve services provided to customers, and to use customer contact information
for targeted marketing.

While the term CRM generally refers to a software-based approach to handling customer
relationships, most CRM software vendors stress that a successful CRM effort requires a
holistic approach. CRM initiatives often fail because implementation was limited to software
installation, without providing the context, support and understanding for employees to learn,
and take full advantage of the information systems. CRM tools should be implemented "only
after a well-devised strategy and operational plan are put in place". CRM can be implemented
without major investments in software, but software is often necessary to explore the full
benefits of a CRM strategy.

Other problems occur] when failing to think of sales as the output of a process that itself
needs to be studied and taken into account when planning automationFrom the outside,
customers interacting with a company perceive the business as a single entity, despite often
interacting with a number of employees in different roles and departments. CRM is a
combination of policies, processes, and strategies implemented by an organization to unify its
customer interactions and provide a means to track customer information. It involves the use
of technology in attracting new and profitable customers, while forming tighter bonds with
existing ones.

CRM includes many aspects which relate directly to one another:

 Front office operations — Direct interaction with customers, e.g. face to face
meetings, phone calls, e-mail, online services etc.
 Back office operations — Operations that ultimately affect the activities of the front
office (e.g., billing, maintenance, planning, marketing, advertising, finance, manufacturing,
etc.)

9|Page
 Business relationships — Interaction with other companies and partners, such as
suppliers/vendors and retail outlets/distributors, industry networks (lobbying groups, trade
associations). This external network supports front and back office activities.
 Analysis — Key CRM data can be analyzed in order to plan target-marketing
campaigns, conceive business strategies, and judge the success of CRM activities (e.g.,
market share, number and types of customers, revenue, profitability).

Perhaps it is important to note that while most consumers of CRM view it as a software
"solution", there is a growing realization in the corporate world that CRM is really a
customer-centric strategy for doing business; supported by software. Along these lines, CRM
thought leaders like Dick Lee of High Yield Methods define CRM as "CRM adds value to
customers in ways that add value back to the company"

JUSTIFICATION OF THE STUDY

Although faced with the limitations mentioned a sincere effort was made to minimize
these limitations. I have tried my best to accomplish the primary objective as well as the
secondary objective of my study. My project remained within the framework of scientific
study as I opted sample method for my project. I made use of two scientific tools that are
questionnaire and interviews for collecting the data. Field investigation and interviews were
done personally.

As regards to the study the questionnaire was formulated systematically and in

scientific manner so as to cover all aspects of the subject and to obtain accurate data from the
respondents.

The analysis were made on the data given by the customer whom when contacted
were ready to give their response and other valuable information. Thus the
interpretation and analysis of the data will fully justify the report prepared and the
same can be considered as a genuine one.

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INTRODUCTION TO GOLD INDUSTRY
Gold has long been considered the most desirable of precious metals, and its value has been
used as the standard for many currencies in history. Gold has been used as a symbol for
purity, value, royalty. One of the salient features about the gold is that a single gram of
weight is not at all wasted since its exploration. It has been rounding in different hands in one
or the other way.
The history of gold starts from 2600BC. A huge description is available in the Egyptian
Hieroglyphs. It may be the first metal used by humans and was valued for ornamentation and
rituals. Important locations famous in the name of gold are Red sea in Saudi Arabia, Lydia,
Romania, Las medullas, in Spain, Rosia Montana in Transylvania, Central America, Peru and
Columbia.
Today, gold has emerged as an important mean for investments also. Volatile markets and
unstable economic conditions have also added to it. China is largest producer followed by
South Africa. But India is the largest consumer of gold, where it is largely used for jewelry
together with investment. India’s diversified religious customs and rituals have helped to the
high demand for gold.

HISTORY
The symbol for the Sun has been used since ancient times to represent gold. The Turin
mining papyrus Gold has been known and highly-valued since prehistoric times. It may have
been the first metal used by humans and was valued for ornamentation and rituals. Egyptian
hieroglyphs from as early as 2600 BC describe gold, which king Tushratta of the Mitanni
claimed was "more plentiful than dirt" in Egypt.
The south-east corner of the Black Sea was famed for its gold. Exploitation is said to date
from the time of Midas, and this gold was important in the establishment of what is
probably the world's earliest coinage in Lydia between 643 and 630 BC.
The Romans developed new methods for extracting gold on a large scale using hydraulic
mining methods, especially in Spain from 25 BC onwards and in Romania from 150 AD
onwards.
The Mali Empire in Africa was famed throughout the old world for its large amounts of
gold. Mansa Musa, ruler of the empire (1312–1337) became famous throughout the old
world for his great hajj to Mecca in 1324. When he passed through Cairo in July of 1324,
he was reportedly accompanied by a camel train that included thousands of people and

11 | P a g e
nearly a hundred camels. He gave away so much gold that it took over a decade for the
economy across North Africa to recover, due to the rapid inflation that it initiated.
During the 19th century, gold rushes occurred whenever large gold deposits were
discovered. The first documented discovery of gold in the United States was at the Reed
Gold Mine near George Ville, North Carolina in 1803. The first major gold strike in the
United States occurred in a small north Georgia town called Dahlonega. Further gold
rushes occurred in California, Colorado, Otago, Australia, Witwatersrand, Black Hills,
and Klondike.
Because of its historically high value, much of the gold mined throughout history is still
in circulation in one form or another.

2.3 APPLICATIONS

In various countries, gold is used as a standard for monetary exchange, in coinage and in
jewelry. Pure gold is too soft for ordinary use and is typically hardened by alloying with
copper or other base metals. The gold content of gold alloys is measured in carats (k),
pure gold being designated as 24k.

2.3.1 As a medium of monetary exchange

Gold coins intended for circulation from 1526 into the 1930s were typically a standard
22k alloy called crown gold, for hardness. Modern collector/investment bullion coins are
typically 24k, although the American Gold Eagle and British gold sovereign continue to
be made at 22k, on historical tradition. The world wide used coins are American Gold
Eagle, British Gold Sovereign, Canadian Gold Maple Leaf, Gold Kangaroos, Australian
Gold Nugget, Australian Lunar Calendar Series, Austrian Philharmonic and American
Buffalo.

2.3.2 Jewelry
Because of the softness of pure (24k) gold, it is usually alloyed with base metals for use
in jewelry, altering its hardness and ductility, melting point, color and other properties.
Alloys with lower cartage, typically 22k, 18k, 14k or 10k, contain higher percentages of
copper, or other base metals or silver or palladium in the alloy. Copper is the most
commonly used base metal, yielding a redder color. 18k gold containing 25% copper is
found in antique and Russian jewellery and has a distinct, though not dominant, copper

12 | P a g e
cast, creating rose gold. Fourteen carat gold-copper alloy is nearly identical in color to
certain bronze alloys, and both may be used to produce police and other badges. Blue
gold can be made by alloying with iron and purple gold can be made by alloying with
aluminum, although rarely done except in specialize jewelry. Blue gold is more brittle
and therefore more difficult to work with when making jewelry. Fourteen and eighteen
carat gold alloys with silver alone appear greenish-yellow and are referred to as green
gold. White gold alloys can be made with palladium or nickel. White 18 carat gold
containing 17.3% nickel, 5.5% zinc and 2.2% copper is silver in appearance
2.3.3 Other uses
 Salts and radio scopes of gold are used in pharmacology.
 Gold leaf, flakes or dust is used in some gourmet foodstuffs, sweets and drinks as
decorative ingredient.
 Gold is used in dentistry as crowns and permanent bridges.
 Gold threads are used in embroidery
 Gold has been used for electrical wiring in some high energy applications, atomic
experiment and other electrical equipments.
 Olympics, Nobel Prize and other competitions and honors award a gold medal to the
winner.

2.4 OCCURRENCE
In nature, gold most often occurs in its native state (that is, as a metal), though usually
alloyed with silver. Native gold contains usually eight to ten percent silver, but often
much more - alloys with a silver content over 20% are called electrum. As the amount of
silver increases, the color becomes whiter and the specific gravity becomes lower.
Ores bearing native gold consist of grains or microscopic particles of metallic gold
embedded in rock, often in association with veins of quartz or sulfide minerals like pyrite.
These are called "lode" deposits. Native gold is also found in the form of free flakes,
grains or larger nuggets that have been eroded from rocks and end up in alluvial deposits
(called placer deposits). Such free gold is always richer at the surface of gold-bearing
veins owing to the oxidation of accompanying minerals followed by weathering, and
washing of the dust into streams and rivers, where it collects and can be welded by water
action to form nuggets.

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2.4.1 Gold minerals
Gold usually occurs in nature as the native element or as the gold silver alloy electrum.
Gold does occur combined with tellurium as the minerals calaverite, krennerite,
nagyagite, petzite and sylvanite. Gold also occurs as the rare bismuthide maldonite
(Au2Bi) and the antimonide aurostibite (AuSb2). Gold also occurs as rare alloys with
copper, lead, and mercury: the minerals auricupride (Cu3Au), novodneprite (AuPb3) and
weishanite (AuAg) 3 Hg2).
2.5 PRODUCTION
Since the 1880s, South Africa has been the source for a large proportion of the world’s
gold supply, with about 50% of all gold ever produced having come from South Africa.
Production in 1970 accounted for 79% of the world supply, producing about 1,000 tones.
However by 2007 production was just 272 tones. This sharp decline was due to the
increasing difficulty of extraction, changing economic factors affecting the industry, and
tightened safety auditing. In 2007 China (with 276 tones) overtook South Africa as the
world's largest gold producer, the first time since 1905 that South Africa has not been the
largest.
Other major producers are United States, Australia, China, Russia and Peru. Mines in
South Dakota and Nevada supply two-thirds of gold used in the United States. In South
America, the controversial project Pascua Lama aims at exploitation of rich fields in the
high mountains of Atacama Desert, at the border between Chile and Argentina. Today
about one-quarter of the world gold output is estimated to originate from artisanal or
small scale mining.
After initial production, gold is often subsequently refined industrially by the Wohlwill
process or the Miller process. Other methods of assaying and purifying smaller amounts
of gold include parting and inquartation as well as cupellation, or refining methods based
on the dissolution of gold in aqua regia.
The world's oceans hold a vast amount of gold, but in very low concentrations (perhaps
1–2 parts per 10 billion).
2.6 PRICE
Like other precious metals, gold is measured by troy weight and by grams. When it is
alloyed with other metals the term carat or karat is used to indicate the amount of gold
present, with 24 karats being pure gold and lower ratings proportionally less. The purity

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of a gold bar can also be expressed as a decimal figure ranging from 0 to 1, known as the
millesimal fineness, such as 0.995 being very pure.
The price of gold is determined on the open market, but a procedure known as the Gold
Fixing in London, originating in September 1919, provides a daily benchmark figure to
the industry. The afternoon fixing appeared in 1968 to fix a price when US markets are
open.

2.6.1 Price records

Since 1968 the price of gold on the open market has ranged widely, from a high of
$850/oz ($27,300/kg) on January 21, 1980, to a low of $252.90/oz ($8,131/kg) on June
21, 1999 (London Gold Fixing). The 1980 high was not overtaken until January 3, 2008
when a new maximum of $865.35 per troy ounce was set (a.m. London Gold Fixing). The
current record price was set on March 17, 2008 at $1023.50 (am. London Gold Fixing).
2.7 CURRENT SUPPLY AND DEMAND STATISTICS
GOLD SUPPLY AND DEMAND- Q2 2008
At US$21.2bn, global dollar demand for gold reached new heights in the second quarter
of 2008, rising 9% on year earlier levels. Global investment demand for gold showed the
strongest surge, reaching $3.5 billion in Q2 2008, 29% higher than Q2 2007, with
particular strength in the US, China, Egypt and Vietnam.
Despite a number of markets turning to gold due to its investment attributes as a safe
haven in times of rising inflation and unstable equity markets, identifiable global
investment demand in tonnage terms was down by 4% over Q2 2007 to 119.8, as some
investors took profits. This decline represents a 9% decrease in net retail investment,
which was partly offset by a move to positive net investment in Exchange Traded Funds
(ETFs) and similar products.
2.8 FACTORS INFLUENCING GOLD PRICE
Today, like all investments and commodities, the price of gold is ultimately driven by
supply and demand, including hoarding and disposal. Unlike most other commodities, the
hoarding and disposal plays a much bigger role in affecting the price, because most of the
gold ever mined still exists and is potentially able to come on to the market for the right
price.
2.8.1 Bank failures

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 When dollars were fully convertible into gold, both were regarded as money. However,
most people preferred to carry around paper banknotes rather than the somewhat heavier
and less divisible gold coins.
2.8.2 Low or negative real interest rates
If the return on bonds, equities and real estate is not adequately compensating for risk and
inflation then the demand for gold and other alternative investments such as commodities
increases.
2.8.3 War, invasion, looting, crisis
In times of national crisis, people fear that their assets may be seized and that the
currency may become worthless. They see gold as a solid asset which will always buy
food or transportation. Thus in times of great uncertainty, particularly when war is feared,
the demand for gold rises.

2.9 INDIAN JEMS JEWELERY INDUSTRY

The exports of gems and jewelry registered an upbeat growth of percent in dollar terms
during April-September 2007-2008. In 2007-2008 the exports of this sector increased by
16.8% and crossed a level of US$10.5. This is a particularly interesting industry from an
Indian stand point, since it involves imported raw materials, domestic value added and
global markets and provides skilled employment. Indian gems firms are tightly integrated
into global production chains. In order to give a boost to exports of gems and jewelry,
Government took major policy initiative during the same year.

2.10 OVERVIEW OF GOLD INDUSTRY IN INDIA

 India is the largest consumer of gold in the world followed by China and Japan.
 India is emerging as world’s largest trading centre of gold with a target of US$16 bn set
for 2010.
 India dominates the world’s cut and polished diamonds (CPD) market. In value terms,
the country accounts for approximately 55% of global polished diamond market and
nearly 9% of the jewelry market.
 Surat contributes 90% of India’s total diamond exports.
 India’s domestics branded jewelry market is estimated at Rs 600-700 crores.
 There are 13 bullion importing bank in India.

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 India’s gem and Jewelry Exports Promotion Council (GJEPC) is aiming at turning
India into an international diamond trading centre.
 Since India is already enjoying 80-85% of the world CPD market, scope for further
growth in diamond exports is limited. Hence, if India’s gems and jewelry sector is to
substantially increase exports, the best lies in the jeweler sub sector.
 India’s imports an average of 18000 bars a day, about 70% of the total demand and the
balance is being sourced to indigenous output and metal recycled from old jewelries.

The main reason why India has not made a dent in jeweler exports market is
the existence of government restrictions in their domestic jewelry industry in the pre-
economic liberalization era. If the gold jewelry exports are to be encouraged, it would be
necessary to allow bulk imports of gold which would have to be converted to jewelry and
then exported.

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 Chapter III:
Research Methodology

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 CHAPTER II:
RESEARCH METHODOLOGY
Source of data:
There are broadly two types of data available to a researcher. They are;
(a) Primary data
(b) Secondary data
Primary data:
It refers to the first hand information collected by the researcher, specific to the
research problem. It includes using different primary data collection tools such as
personal interview using questionnaires, telephone surveys, mail surveys etc.
For the present study, primary data was collected by survey method using
questionnaires.
Secondary data:
It is the information that already exists for another purpose. This refers to all those
data which are collected for some earlier research work. The secondary data for this work
was obtained form company profile, company magazines, website, newspapers, internet,
text books, reports and form company brochures and other promotional materials.
2. Sampling:
In the consumer market research, there is a problem of selecting a sample of few
hundred respondents from a vast population. The reason for sampling is that it is not
possible to cover the entire population in the field of research.

SAMPLING DESIGN
Type of sample : Simple random
Sampling : For this study the respondents were customer of
Tanishq Jewelers only were selected.
Research instruments : Structured closed ended questionnaire.
Method : The respondents were contacted personally and
interviewed.

1.6 LIMITATIONS OF THE STUDY

The main limitations are:-
 Time limitation for compelling the project.

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 The data obtained in some cases may be biased.
 Difficulty in communication within the city while conducting the survey.
 The information obtained from the consumers based on questionnaires was
assumed to be factual.
 Since the survey is based on sampling method, it does not discloses the character
of the entire customers.

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 Chapter IV:
Objectives Of The study

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 OBJECTIVES OF THE STUDY
 To analyze the CRM of Tanishq Jewelers.
 To know the motivating factors of consumers in purchasing products of Tanishq Jewelers.
 To know how brand preference is formed in purchasing Tanishq Jewelers’s ornaments
among consumers.
 To analyze marketing strategies of Tanishq Jewelers.
 To ascertain the level of brand loyalty and brand image associated by consumer with a
brand name ‘Tanishq Jewelers’ and the reason for this.
 To measure the level of satisfaction of customers of Tanishq Jewelers.
 To study the consumer perception towards Tanishq Jewelers.

STATEMENT OF THE PROBLEM

After the purchase of specialty goods or shopping goods, the customer exhibits a post
purchase behavior. 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 high
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 of purchase dissonance will lead to
very high degree of dissatisfaction, which may also lead to spreading negative option to
the prospective buyer of jewelers outlet.

SCOPE OF THE STUDY

This study of under standing the behavior of the customers on jewelry brand, namely
TANISHQ JEWELERS, apart from helping to acquire a better insight and understanding
into the vital, but trivial aspects of the jewelry market, it also helps in assessing the
companies strength and weakness against the competing jewelry brands. Thus helping in
finding the loop holes in the company’s products on in finding logical solutions to the
problems.
This study helps in finding out:
 How the customers rate the various attributes in Tanishq Jewelers as against other
competitors.

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 How effective has been the company in positioning Tanishq Jewelers as a reputed
jewelry showroom.
 How effective has the company’s marketing strategy of low making charge, with
offering a whole lot of unique features provided in the market.

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 Chapter V:
Findings and Observation

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 CHAPTER V:
FINDINGS AND OBSERVATION
5.3 ANALYSIS OF DATA

Table No. 1
Showing the no. of customers in sex classes.

Category No. of Respondents Percentage

Male 5 10%
Female 45 90%
Total 50 100%

Chart No. 1
Sex wise classification of the respondents

Male: 10%

Female: 90%

Out of the 50 respondents surveyed:-

 5 were male.
 45 were female.

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 Table No. 2
Showing the no. of respondents belonging to different income level
Income Group (in Rs) No. of respondents Percentage
Below 12000 5 10%
12000-16000 15 30%
16000-20000 20 40%
Above 20000 10 20%
TOTAL 50 100%

Chart No. 2
Different income groups of respondents

0.45
16000-20000, 40%
0.4

0.35
12000-16000, 30%
Percentage

0.3

0.25
Above 20000, 20%
0.2

0.15
Below 12000, 10%
0.1

0.05

Income

Out of the 50 respondents surveyed:-

 5 respondents were in the group below 12000.
 15 respondents were in the group 12000-16000.
 20 respondents were in the group 16000-20000.
 10 respondents were in the group above 20000.

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 Table No. 3
Showing the marital status of the customers

Status No. of Respondents Percentage

Unmarried 6 12%
Married 44 88%
Total 50 100%

Chart No. 3
Marital status of the respondents.

Unmarried: 12%

Married: 88%

Out of the 50 respondents surveyed:-

 6 respondents are unmarried.
 44 respondents are married.

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 Table No. 4
Showing the no. of respondents belonging to different age groups.
Age No. of Respondents Percentage
Below 18 08 16%
18-28 22 44%
29-38 14 28%
Above 38 06 12%
Total 50 100%

Chart No. 4
Different age group of the respondents

50%
18-28, 44%
45%
40%
35%
Percentage

30% 29-38, 28%

25%
20% Below 18, 16%
15% Above 38, 12%
10%
5%
0%
Age group (in yrs)

Out of the 50 respondents surveyed:-

 8 respondents were in the group below 18 yrs.
 22 respondents were in the group 18-28 yrs.
 14 respondents were in the group 29-38yrs.
 6 respondents were in the group above 38 yrs.

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 Table No. 5
Showing the no. of customers under different product they consumed.
Product No. of respondents Percentage
Gold 35 70%
Watch 05 10%
Platinum 05 10%
Diamond 05 10%
TOTAL 50 100%

Chart No. 5
Product wise classification of customers.

40
gold , 35
35

30
No.of respondents

25

20

15

10
watch, 5 platinum , 5 diamond , 5
5

0
Product

Out of the 50 respondents surveyed:-

 35 respondents bought gold ornaments.
 5 respondents bought watch.
 5 respondents bought diamond ornaments.
 5 respondents bought platinum ornaments.

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 Table No. 6
Showing no. of customers aware of products other than gold available in
Tanishq Jewelers.
Status No. of Respondents Percentage
Yes 44 88%
No 06 12%
Total 50 100%

Chart No. 6
Awareness of customers about products other than gold.

no
12%

yes 88%

Out of 50 respondents surveyed:-

 6 respondents are not aware about the products other than gold available
in Tanishq Jewelers.
 44 respondents are aware about the products other than gold available in
Tanishq Jewelers.

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 Table No. 7
Showing the no. of respondents belonging to different groups of the amount
of gold they own.
Amount of gold (in grams) No. of Percentage
respondents
Below 56 04 11.43%
56-120 11 31.43%
120-200 13 37.14%
Above 200 07 20%
TOTAL 35 100%
Chart No. 7
Classification based on the amount of gold available with customers.
40.00% 120-200, 37.14%

35.00%
56-120, 31.43%
30.00%
Percentage

25.00%
Above 200, 20%
20.00%

15.00%
Below 56, 11.43%

10.00%

5.00%

0.00%

Amount (in grams)

Out of the 50 respondents surveyed, 35 were gold ornaments customers.

Among them:-
 4 respondents were in the group below 56.
 11 respondents were in the group 56-120.
 13 respondents were in the group 120-200.
 7 respondents were in the group above 200.

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 Table No. 8
Showing no. of customers satisfied with making charges of ornaments in
Tanishq Jewelers.
Status No. of Respondents Percentage
Yes 40 88.88%
No 05 12.12%
Total 45 100%

Chart No. 8
Satisfaction on making charges.

No: 11.12%

Yes: 88.88%

Out of the 50 respondents surveyed, 45 respondents were ornaments

customer. Among them:-
 5 respondents were unsatisfied with the making charges.
 40 respondents were satisfied with making charges.

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 Table No. 9
Showing the media through which the customers came to know about
Tanishq Jewelers.
Media No. of respondents Percentage
Newspaper 10 20%
Television 20 40%
Yellow pages 5 10%
Friend & relatives 15 30%
TOTAL 50 100%
Chart No. 9
Advertisement of Tanishq Jewelers.

45%
Television, 40%
40%

35% Friend & relatives,

30%
30%
Percentage

25% Series1
Newspaper, 20%
20%

15% Yellow pages,

10%
10%

5%

0%
Media

Out of 50 respondents surveyed;-

 10 respondents came to know through newspaper.
 20 respondents came to know through television.
 5 respondents came to know through yellow pages.
 15 respondents came to know through friends & relatives.

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 Table No. 10
Showing the factors which influenced the customers in purchasing from
Tanishq Jewelers.
Factors No. of respondents Percentage
Company image 11 22%
Quality 14 28%
Advertisement 12 24%
Collections 13 26%
TOTAL 50 100%
Chart No. 10
Factors influencing purchase.

30% Quality, 28%

Collections, 26%
Company image, Advertisement, 24%
25%
22%
Percentage

20%

15%

10%

5%

0%

Factors

Out of the 50 respondents surveyed:-

 11 respondents were influenced by company image.
 14 respondents were influenced by quality.
 12 respondents were influenced by advertisement.
 13 respondents were influenced by collections.

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 Table No.11
Showing the no. of customers satisfied with showroom facility.

Status No. of Respondents Percentage

Yes 43 86%
No 07 14%
Total 50 100%

Chart No. 11
Satisfaction with showroom facility.

No: 14%

Yes: 86%

Out of the 50 respondents surveyed:-

 43 respondents were satisfied with showroom facility.
 7 respondents were satisfied with showroom facility.

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 Table No. 12
Showing how the customers rate the designs of ornaments.
Rating No. of respondents Percentage
Excellent 06 12%
Good 29 58%
Average 15 30%
Poor 0 0%
TOTAL 50 100%

Chart No. 12
Rating of designs available.

70%

Good, 58%
60%

50%
Percentage

40%
Average, 30%
30%

20%
Excellent, 12%
10%
poor, 0%
0%

Rating

Out of the 50 respondents surveyed;-

 6 respondents rates as excellent.
 29 respondents rates as good.
 15 respondents rates as average.
 No respondents rates as poor.

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 Table No. 13
Showing the no. of customers who got immediate response on complaints
registered.
Status No. of Respondents Percentage
Yes 46 92%
No 04 8%
Total 50 100%

Chart No. 13
Immediate response on complaints registered.

Yes: 92%

No:8%

Out of the 50 respondents surveyed;-

 46 respondents got immediate response for complaints registered.
 4 respondents did not got immediate response for complaints registered.

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 Table No. 14
Showing the customers rating on the salesman relationship.
Rating No. of respondents Percentage
Excellent 05 10%
Good 23 46%
Average 22 44%
Poor 0 0%
TOTAL 50 100%
Chart No. 14
Salesman responsiveness.
50%
Good, 46%
Average, 44%
45%

40%

35%
Percentage

30%

25%

20%

15%
Excellent, 10%
10%

5%
poor, 0%
0%

Rating

Out of the 50 respondents surveyed:-

 5 respondents rates as excellent.
 23 respondents rates as good.
 22 respondents rates as average.
 No respondents rates as poor.

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 Table No. 15
Showing the customers rating on the service facility available.
Rating No. of respondents Percentage
Excellent 06 12%
Good 24 48%
Average 20 40%
Poor 0 0%
TOTAL 50 100%
Chart No. 15
Rating on service facility.

60%

50% Good, 48%

Average, 40%
Percentage

40%

30%

20%
Excellent, 12%
10%

poor, 0%
0%

Rating

Out of the 50 respondents surveyed:-

 6 respondents rates as excellent.
 24 respondents rates as good.
 20 respondents rates as average.
 No respondents rates as poor.

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 Table No. 16
Showing the customers rating on overall service of Tanishq Jewelers with
respect to other jewelers in town.
Rating No. of respondents Percentage
Excellent 07 14%
Good 24 48%
Average 19 38%
Poor 0 0%
TOTAL 50 100%
Chart No. 16
Rating on overall service.

60%

50% Good, 48%

40% Average, 38%

Percentage

30%

20%
Excellent, 14%

10%

poor, 0%
0%
Rating

Out of the 50 customers surveyed:-

 7 respondents rates as excellent.
 24 respondents rates as good.
 19 respondents rates as average.
 No respondents rates as poor.

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 Table No. 17
Showing the customers rating on their level of satisfaction.
Rating No. of respondents Percentage
Excellent 06 12%
Good 26 52%
Average 18 36%
Poor 0 0%
TOTAL 50 100%
Chart No. 17
Level of satisfaction.

60%

Good, 52%

50%

40%
Average, 36%
Percentage

30%

20%

Excellent, 12%

10%

poor, 0%
0%
Rating

Out of the 50 respondents surveyed:-

 6 respondents rates as excellent.
 26 respondents rates as good.
 18 respondents rates as average.
 No respondents rates as poor.

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 Table No. 18
Showing whether the respondents will insist their well wishers, friends and
relatives to buy from Tanishq Jewelers.
Status No. of respondents Percentage
Yes 33 66%
No 0 0%
No answer 17 34%
TOTAL 50 100%

Chart No. 18
Insistence on well wishers to buy from Tanishq Jewelers.
70% Yes, 66%

60%

50%
Percentage

40%
No answer, 34%

30%

20%

10%
No, 0%
0%
Status

Out of the 50 respondents surveyed:-

 33 respondents will insist their well wishers to buy from Tanishq
Jewelers.
 17 respondents have no answer.
 No will against their well wishers to buy from Tanishq Jewelers.

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2 FINDINGS
 Most of the respondents are females.
 Customers of Tanishq Jewelers are mainly from upper class and upper middle class
families.
 Most of the purchasers of Tanishq Jewelers are mainly youngsters.
 Tanishq Jewelers has got large no. of gold ornaments customers.
 Only a few customers are not aware of products other then gold available in Tanishq
Jewelers.
 The making charges of Tanishq Jewelers are satisfactory according to the
respondents.
 Television is the advertising media through which large no. of customers came to
know about Tanishq Jewelers.
 Factors like company image, quality, advertisement, collections have equally
influenced the purchase.
 Major no. of respondents is satisfied with the showroom facility.
 Designs of ornaments are rated as good.
 Respondents got immediate response for the complaints registered.
 Salesman responsiveness is rated as somewhat good and average.
 Tanishq Jewelers provides good service facility.
 The overall performance of Tanishq Jewelers is good.
 Level of satisfaction of customers is good.
 Respondents are ready to insist their well wishers to purchase from Tanishq Jewelers.
 The consumer behavior of Tanishq Jewelers is good.

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 Chapter VI:
Summary and Conclusion

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 SUMMARY AND CONCLUSION
To conclude the overall responses of the customers of Tanishq Jewelers is good. The
overall performances in all areas are satisfactory.
During the study it was found that the following factors such as making charges,
salesman responsiveness, ornaments designs, price etc has satisfactorily influenced
consumer behavior.
Further, there is some kind of promotion activities required to hold the present
customers and make new customers.

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 SUGGESTIONS

6.3 SUGGESTIONS
1. Tanishq Jewelers customers are business people and have high income, so it should be
better to frame promotion programs targeting the lower class people.
2. With regard to advertising, the company should focus on persuasive advertising
highlighting the unique feature and benefits of their products.
3. Only a few customers had purchased watch, diamonds and platinum ornaments, so a
special attention should be paid in these areas.
4. Among the service facilities, respondents suggest to improve parking facility.
5. More advertisement should be made in media other than television.
6. Steps should be taken to attract more male customers.

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 BIBLIOGRAPHY

 Consumer Behavior.
- Matin Khan
 Marketing Management
- A. Vinod
 Company profile and company magazines.
 www.wikipedia.com
 www.google.com
 www.malabargoldindia.com

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 ANNEXURE

QUESTIONNAIRE
1. Name : ________________________________
Address : ________________________________
Ph. No : ________________________________

2. Sex : Male [ ] Female [ ]

3. Income group (Rs /Month): Below 12000 [ ]

12000-16000 [ ]
16000-20000 [ ]
Above 20000 [ ]

4. Marital status : Married [ ] Unmarried [ ]

5. Age (in years) : Below 18 [ ]

19 - 28 [ ]
29 - 38 [ ]
Above 38 [ ]

6. What product did you buy from Tanishq Jewelers?

Gold ornaments [ ]
Watch [ ]
Platinum [ ]
Diamond [ ]

7. Are you aware of products other than gold available in Tanishq Jewelers?
(Like diamond, watch, platinum etc.)

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 Yes [ ] No [ ]

8. Amount of gold you own( in grams ): Below 56 [ ]

56 - 120 [ ]
120 - 200 [ ]
Above 200 [ ]

9. Are you satisfied with making charges of Tanishq Jewelers?

Yes [ ] No [ ]

10.Media through which you came to know about Tanishq Jewelers?

Newspaper [ ]
Television [ ]
Yellow pages [ ]
Friends and relatives [ ]

11.Which factor influenced your purchase?

Company image [ ]
Quality [ ]
Advertisement [ ]
Selection available [ ]

12.Are you satisfied with the showroom facility of Tanishq Jewelers?

Yes [ ] No [ ]

13.How would you rate the designs of gold ornaments available in Tanishq
Jewelers?
Excellent [ ]
Good [ ]

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 Average [ ]
Poor [ ]

14.Are you able to get immediate response for the complaints registered?
Yes [ ] No [ ]

15.How would you rate the salesman responsiveness of Tanishq Jewelers?

Excellent [ ]
Good [ ]
Average [ ]
Poor [ ]

16.How would you rate the service facilities available in Tanishq Jewelers?
Excellent [ ]
Good [ ]
Average [ ]
Poor [ ]

17.How would you rate overall performance of Tanishq Jewelers with

respect to other jewelers?
Excellent [ ]
Good [ ]
Average [ ]
Poor [ ]
18.What is your level of satisfaction?
Excellent [ ]
Good [ ]
Average [ ]

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 Poor [ ]

19.Will you insist your well wishers, friends and relatives to purchase from
Tanishq Jewelers?
Yes [ ] No [ ]

20. Suggestions, if any:

______________________________________________
______________________________________________
______________________________________________

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