ABOUT THE TOPIC

AND COMPANY INFORMATION

 About The Topic
“To Study the preference and satisfaction level of customers towards YAMUNA ENTERPRISE”

What is customer Preference at Yamuna Enterprise?

➢ What is customer preference? Customer preference is what type of product an individual customer
likes and dislikes.
➢ Yamuna Enterprise has a Strong brand name in the market, that’s why consumers prefer Yamuna
enterprise. To buy any type of diamonds and diamond product.
➢ In Diamond market Yamuna enterprise has low price in diamonds, diamond product and good for
service, so consumer prefer that.
➢ Yamuna enterprise meet customer demand on time so people prefer Yamuna enterprise.
➢ Yamuna enterprise is the biggest name in natural fancy color diamond and Company has N number of
diamond stock so customers first prefer Yamuna enterprise in fancy color diamond.

What is customer Satisfaction level at Yamuna Enterprise?

➢ Yamuna enterprise have full fill the desire & needs of our each & every customer with value added
services.
➢ Company guarantees customers a regular and consistent depth and quality of inventory, to meet
every need.
➢ Yamuna enterprise gives to make our customers in long business relation with wealthy future.
➢ Yamuna enterprise gives good quality of product.
➢ Time issues, such as product availability of sales assistance, time waiting at checkout, and delivery
time.
What is Diamond?

➢ Diamond Product is a solid form of the element carbon with its atoms arranged in a crystal structure
called diamond cubic. At room temperature and pressure, another solid form of carbon known as
graphite is the chemically stable form, but diamond almost never converts to it. Diamond has the
highest hardness and thermal conductivity of any natural material, properties that are utilized in major
industrial applications such as cutting and polishing tools. They are also the reason that diamond anvil
cells can subject materials to pressures found deep in the Earth.

What is natural fancy color diamond.

➢ Diamonds are found in almost every color of the spectrum, but the majority of diamonds will have tints
of yellow or brown. Typically, the term Diamond Color refers to the absence of color, which is a
marker of quality along with the other 4C’s of Diamond Clarity, Diamond Carat Weight, and Diamond
Cut. This tutorial focuses on fancy color diamonds. Brown and yellow diamonds that exhibit more
color than the Z grade within the D-Z color scale is known as fancy colors. Since most diamonds have
a bit of yellow or brown, any other colors outside of those hues are called fancy colors. This includes
pink, blue, green, black, red, and orange diamonds.
➢ Fancy-colored diamonds are found in nearly every color of the rainbow. Red, green, purple, and orange
are the rarest colors, followed by pink and blue. Yellow and brown are the most common fancy colors;
therefore, they are the most affordable.

Diamond Cut

➢ The Cut is the factor that determines the brilliance of a diamond. A classic round brilliant cut diamond
has 58 facets: 33 on the top, 24 on the bottom, and the culet (1 point at the bottom). Each of the
diamond's facets must be placed in exact geometric relation to one another when the stone is being cut.
Quality diamonds must be properly cut and not "spread", which means that the proper proportions are
compromised to make the diamond weigh more.

Diamond Clarity

➢ The Clarity of a diamond is based on the number, location, size, and type of inclusions found in the
stone. An inclusion is an imperfection or trace mineral in the stone that is visible under the
magnification of a jeweler's loupe. The fewer inclusions the diamond has, the clearer, more brilliant
and more expensive the diamond will be. A "Flawless" diamond is one that has no inclusions and is
extremely rare and valuable.
Diamond Carat (Weight)

➢ The weight of a diamond is measured in carats (ct.). Each carat is divided into 100 points. For example:
1ct. = 100 points, 1/2 ct. = 50 points, etc. The carat weight alone is almost meaningless unless you also
consider the cut, clarity and color of the diamond. A large diamond is not very valuable if it lacks
brilliance, purity and high-grade color. However, since larger stones are rarer than smaller ones,
diamond value rises exponentially with carat weight. Therefore, a diamond weighing 3.0 carats, will
always be worth more than three 1.0 carat stones of the same quality. No two diamonds are exactly
alike, and you must weigh all of the factors - color, cut, clarity and carat weight - when making your
diamond jewelry buying decision.

Fancy diamond color and price?

➢ Color, shape and saturation along with rarity and popularity of color affect fancy color diamond
pricing. Pure red diamonds command the highest prices per carat worldwide. Fine yellow, pink, blue
and green diamonds garner high prices depending on quality and size. Brown diamonds are generally
the least expensive of natural fancy colors. As with colored stones in general, color is paramount for
fancy color diamond pricing. Other quality factors like clarity and cut do not affect prices as much as
with colorless diamonds. All factors equal, higher clarity and more attractive cuts may command higher
prices.

How does diamond cut affect fancy color?

➢ Unlike their colorless counterparts, fancy color diamonds are cut to maximize color. Certain shapes
will intensify fancy color, and typically, the deeper the pavilion (bottom half of a diamond) the more
color is returned to the eye. It is not uncommon to see yellow diamonds fashioned into radiant cuts, as
the mixed cut enhances the yellow hue. As with most diamonds, the finished cut is also largely
dependent on the shape of the rough and what the cutter can achieve in terms of color grade.

Where are fancy color diamonds found?

➢ Fancy color diamonds are found in Australia, Canada, Brazil, and throughout Africa. Pink diamonds
are most commonly found at the Argyle mine in Australia, but pink, yellow, blue, and even green
diamonds have also been found in the alluvial deposits of Northwest Africa.
 General Information About Company

Organization name YAMUNA ENTERPRISE

Organization address 1, Shrikrupa Society, Opposite Sadhana School, Minibazar,

Surat - 395006
Founder Mr. Mansukhbhai Vekariya

Firm Type Partnership

Type of business Diamond Manufacturer, Exporter & Importer

Company started in 2000

No. of department in Buying, Planning, Manufacturing, Assortment, Selling,

Organization
Website yamunaenterprise.co

Email address Yamuna232@yahoo.com

Contact Person Name Mr. Milan Vekariya

Contact number +91 99780 94881

 Background of Yamuna Enterprise

➢ Established in the year 2000, with 2 partners Mr. Mansukhbhai Vekariya (Founder)and Mr. Ashvinbhai
Sudani (Managing Director). Then after in the year 2008, Mr. Saileshbhai Vekariya (Director) and Mr.
Ratilal Sudani (Co- Founder) became the other two partners.
➢ Now “YAMUNA ENTERPRISE” are instrumental in manufacturing, supplying, Importing and
exporting a wide range of Diamonds.
➢ Our diamond is highly demanded by the customers for Jewellery’s.
➢ Our efficient supply network allows us to promptly deliver products as and when required. “YAMUNA
ENTERPRISE” has 90% of Fancy Cut Diamond 10% of Round shape Diamond currently.
➢ Our main motto is providing more diamond to the world.
➢ We established our head office in Surat in the year 2000.
➢ Our company branches are located at Mumbai. It has its sister consults in Hong Kong, named
as Diamond Rays HK Ltd and in Belgium, named as Star Jewel BVBA and in USA
named Lavish Color Diam.
➢ It is one of the largest manufacturers of Natural Fancy Color Diamonds.
➢ Yamuna Enterprise has a range of products which includes carat down GIA and Non -GIA as
well as carat up GIA certified diamonds. It mainly focuses on yellow, green, pink and blue
diamonds.
➢ Yamuna Enterprise success can be accredited to its fair-trading practices as well fulfilling the
customers’ requirements based on their demand.
➢ Yamuna Enterprise is a Partnership Firm registered in India in August, 2009 with its
headquarter in Mumbai and manufacturing hub in Surat.
➢ Yamuna Enterprise is one of the world’s largest fancy color diamonds suppliers, due as much to our
integrity as to the exceptional quality of our product.
➢ We guarantee customers a regular and consistent depth and quality of inventory, to meet every need.
➢ We add shared value throughout the supply chain, enrich communities in which we work, and act as
responsible stewards of society and environment.
➢ Yamuna Enterprise has an office in Surat, one of the largest Diamond cutting center in world, Have
full range of rough & polished diamonds.
➢ "To make our customers in long business relation with wealthy future"
➢ "To full fill the desire & needs of our each & every customer with value added services"
➢ The Success of “YAMUNA ENTERPRISE” can be attributed to our customer centric philosophy, our
quality standard and fair-trading practices which we actualize throughout the world, this al in
combination with our core family principals & values ensures to earn loyal customer base around globe.
Vision

➢ To strengthen our position as the world’s most trusted supplier of premium, certified, high
quality, ethically sourced and meticulously/perfectly manufactured diamonds.

Mission

➢ To commit wholeheartedly to the pursuit of excellence while being mindful of the environmental and
societal impact of our business.
➢ Our main future plan is providing more quality products to the customers.

Manufacturing

Our manufacturing capabilities are among the best in the world. Not only are we credited with having the
best infrastructure in the industry, but we are also hailed as the innovators of several sophisticated systems
within the diamond manufacturing sphere.

The state-of-the-art facility in Surat houses technologically advanced equipment and complex systems with
an annual production capacity of 720,000 carats. Our talented and highly trained team that is more than 5000
strong, manages and operates the equipment including the path-breaking Sarin Planner Machines and a
customized in-house grading system the SGS with great efficiency and superior results.

Manufacturing Process

1. Rough Assortment

A gemstone’s journey to becoming a diamond begins from this

stage. After rough diamonds are received at our facility, every stone
is sorted or categorized according to its unique characteristics of
colour, clarity, and carat. Our expert sorters assess the potential of
each rough and separate potentially flawless diamonds from lesser
gems.

2. Planning

Planning is one of the key processes in analysing how the

diamond would exactly look like as the end product. Our
diamond planners technically visualize all the
possibilities before marking the final shape, size, and
weight of each gemstone. Natural facets like minor
inclusions are creatively planned to enhance or add value
to the diamond’s beauty. In the next step–cleaving–rough
is divided into pieces to be finished as separate gems.
 3. Blade Sawing & Laser (Cutting)

Gemstone marked by the planners is then cut into 2 pieces

with either Blade or Laser Sawing. Both the processes are
widely used demanding a specific skill. Evolving with the
technological advancements, Yamuna Enterprise has
incorporated Laser, making the process of sawing extremely
precise and efficient.

4. Grading | Assortment Polish

Polished diamonds are then sent for grading and segregation. As

per the size, colour, clarity, and value, diamonds are segregated
into certified and non-certified. Our expert graders apply set of
proven processes with microscopic examination and evaluate 4C’s
of each diamond before dispatching them to diamond certification
agencies. During scrutiny, if any diamond doesn’t meet the
benchmarks, then it is returned for cutting and polishing. From
rough to the finished product, our aim is to overwhelm each
customer with an absolute excellence.

Manufacturing Product

1. Fancy Cut and color Diamond

Shape

➢ Cushion
➢ Heart
➢ Pear
➢ Oval
➢ Emerald
➢ Radiant
➢ Marquise
 2. Round Diamond
3. Diamond Ring

List of Regular Customer (Company Name)

1. Sheetal Group
2. Laxmi Diamond
3. Kiran Diamond
4. Angel Diamond
5. Dharmanandan Diamond Pvt. Ltd.
6. Radheshyam Diamond
7. Shivam Jewels
8. Pansuriya Impex
9. Shree Diamond
10. Nikita Gems
11. Meera Gems
12. Falguni Gems
13. 4G Gems
REVIEW OF
LITERATURE
Mrs. N. Janki and Dr. L. Manivannan (2016)

“Indian jewels and jewellery products are highly popular and has a strong reputation and good will among the
consumers throughout the world” It is well known fact that Indian design and craftsmanship is duly recognized
and hence there is a huge demand not only in the domestic market, but also in the world market as well. In the
recent times, China is closely competing with India and started to put lot of pressure and thrust on the Chinese.
The growth is mainly due to socio-cultural and religious aspect and of course, Indians have the habit of buying
larger quantity as a customary practice. But still per capita gold is deemed too low in India. India heavily
depends on countries like Australia, South Africa and Russia for all its needs. This paper highlights the
customer's preferences and satisfaction jewellery products made out of gold.

Dr. Ketan R Rawal (2015)

“A study of consumer buying behavior for purchasing of diamond jewellery from branded retailers” The
purpose was to study about consumers purchasing behaviors towards diamond jewellery and also to identify
the buying motives of consumer while selecting branded diamond jewellery products. He starts surveying on
consumer preference towards branded diamond jewelleru by collecting primary data The data was been
collected directly from the respondents through a structured questionnaire. He took only 100 responses
including male and female in Bombay city and after analyses all the response. He found that consumer by the
diamond product as per quality requirement and middle-class people prefer to buy the diamond jewellery from
their relatives. the study shows that the Indian consumer was emerging as a very big consumer market for
diamond jewellery and offering a very lucrative opportunity for major brands to establish presence in Indian
market.

Purani Keyoor (2000)

A SWOT analysis of the diamond industry in Surat in his research report entitled “Gujarat Model of
Entrepreneurial Innovation: A Study of Surat Diamond Industry”.

He identified the following strength, weaknesses, opportunities and threats for diamond industry in India:

1. Strengths: One million craftsmen’s skills, abundance of cheap and skilled labour, excellent marketing
network spread across the world and supportive government policy.
2. Weaknesses: High domestic interest rates, small firms lacking technological/ export expertise, low
productivity compared to labour in China, Thailand and Sri Lanka.
3. Opportunities: New markets in Europe and Latin America, growing demand in South Asian and Far
East countries and the removal of Gold Control Act.
4. Threats: China, Sri Lanka and Thailand’s entry in small diamond segment, infrastructural bottlenecks,
frequent changes in EXIM policies, irregular supply of gold.
Purushothaman, Nair C. N. (1992)

Mr. Nair highlighted the potential exports and the potential problems of diamond industry. He informed that
the diamond industry is considered to be a traditional industry group diamond industry in India has made larger
contributions to our export earnings year after year in value terms was Rs. 44.80 crores in the year 1970-1971
which rose to 618.40 crores in the year 1980-1981. He further continued that neither India is having a source
of diamond nor thus India has the consumption balance. India is only famous for the processing of diamonds.
With special reference to Kerala, he discussed various problems faced by the diamond industry such as supply
of poor-quality stones, poor bank facilities, labour problem and arbitrary pricing etc. In the end he offered
some suitable policy implications to get rid of various problems that have been faced by the diamond industry.

Alexandra (2007)

Told that, Diamonds have been treasured for centuries not only for their intrinsic value but also for their
undeniable beauty. Modern manufacturing methods can however artificially create diamonds - often at a much
lower cost than the real thing and with some truly stunning results. The following guide will give you an
overview of the synthetic and simulant alternatives to natural diamonds. In addition to often being cheaper
than their natural counterparts, the fact is that the structural purity of synthetic diamonds can be superior in
terms of having zero flaws. Natural diamonds in contrast invariably have flaws or inclusions, except for in
very rare cases. Synthetic diamonds are not fakes or imitations. They are as real as natural diamonds, with the
same chemical, physical and optical properties. The only difference is that the synthetic version is made in a
laboratory. Nevertheless, man-made synthetic diamonds have distinctive growth features which prevent them
from being identical to natural mined diamonds. They can be identified using scientific instruments found in
gem testing laboratories, however to the naked eye, the difference is generally unnoticeable. Most synthetic
diamonds are yellow in colour due to nitrogen impurities that are a side effect of the HPHT method (high
pressure high temperature) used to create them.

During the final processing stage, jewelry creators can make it the traditional white that most people associate
with natural diamonds through various techniques. One such method is to use enhancements these are coatings
that can be used on both natural and synthetic diamonds to improve their appearance to give it that dazzling
diamond look. In addition, synthetic diamonds can be given varying colours, such as blue green or pink, by
the introduction of boron or from the technique of irradiation after synthesis. Laboratories producing synthetic
diamonds now even issue their own certification certificates to highlight the grade. In addition, the synthetic
diamond industry received a welcome boost when the Gemological Institute of America (GIA), which is the
innovator of colour diamond standards, began using a similar rating for the quality of synthetic diamonds.
Synthetic gemstones need to be clearly distinguished from simulants. The latter are imitations, made from a
non-diamond material to produce a stone that is similar in appearance to a natural diamond. A diamond
simulant does not possess the same atomic structure, chemical composition and physical properties that the
real thing is known to have, they merely approximate the genuine stones in appearance. Nevertheless,
stimulants need to be created with diamond-like properties to be considered an acceptable substitute for real
gemstones. These properties include colour, durability, hardness, lustre and refractive index (the measurement
of how light bends when it enters the stone). Simulant diamonds are usually created for the jewellery making
industry, while man-made or synthetic diamonds are largely used for the industrial purpose of cutting tools.

S. Clark McEvwen (2008)

Has twenty plus year career in the diamond industry. He points out that the diamond Industry is going through
monumental changes. He has found that the number of processing units has decreased. The traditional guarding
of the Industry is losing its grip over the once tightly controlled world supply of rough diamonds. Mines are
getting into retailing and retailers are getting into mining. Internet is successfully competing with the
traditional means of selling to the consumer. Canada has emerged as the third largest diamond producing
country in the World. The Indian and Chinese markets are rapidly growing and predicted to rival that of the
United States. He explained that it is a misconception that Laboratory Grown diamonds are something other
than diamonds. He clarifies that the Laboratory Grown diamonds are physically, optically and chemically the
same as Earth grown diamonds, having the same brilliance. This misconception should be done away with to
augment the decreasing supply of rough diamonds.

Diamond cut and polished in India has global recognition and India has emerged as a largest diamond cutting
centre in the world. India is the world's largest diamond processing (cutting and polishing) country with around
1 million processors treating over 57 % of the world's rough diamonds by worth. Diamonds processed in India
account for 57% share in terms of value, 80% in terms of caratage and 90% in volume, of the total world
market. 94% of global workers involved in diamond industry are in India.

Processing is done on rough diamonds in a complete range of sizes and qualities, including stones larger than
10 carats. In terms of carat, India's contribution in this sector is about 80 % of the global market. The main
diamond cutting and polishing centres in India are located at Mumbai, Surat, Ahmedabad, Bhavnagar and
some small towns in Gujarat.

Ken Grassman (2008)

Points out that global polished diamond prices continued to surge during last few years. According to IDEX
Online polished Diamond price Index, on a year-over-year basis overall diamond prices rose by just over 16
percent. All major size diamonds one carat and larger posted double digit priced increase for the same period.
In the prior months, prices of diamonds two carats and under had been lagging. Half carat diamonds posted a
5% price increase year over year. Thus, it appears that diamond price inflation has finally reached virtually all
diamond sizes across the board. Historically polished diamond prices have increased at a rate of 3 to 4%
annually. The writer identifies six key factors that have been driving diamond prices sharply higher over the
past six months:
 1. Solid demand from most markets except the US and Japan.
2. Rising costs throughout the diamond pipeline.
3. A weakening US Dollar – the international currency for the diamond market.
4. A global rise in the price of virtually all commodities which has spilled over into the diamond market.
5. Stock market volatility which caused some traders to move their wealth into diamonds precious metals
and other assets that may hold their value until the financial market recover.
6. Some confusion over the actual trading prices of polished diamonds based on artificial volatility
reflected in some diamond price lists in the industry.

The writer concluded that polished diamond prices are poised to rise at a record level. In spite of economic
weakness in the US and demand weakness in Japan, most of the World’s economies are growing at a suitable
pace. This offers an opportunity for Indian diamond trade.

Diamond industry is purely a raw material-oriented industry which is sourced internationally and thus, the
growth and development of this industry depends purely on regular and adequate supply of raw materials.
India’s major imports of rough diamonds are managed through a single channel distribution system, operated
by Diamond Trading Company (DTC). DTC is a subsidiar company of DeBeers (mining review Africa, 2005).
Besides this, diamond imports are currently routed through Antwerp (Belgium), which makes imports more
costly. Considering this, the then Commerce Minister.

Batra, A. (2011)

“Scintillating gems and jewelry under global meltdown. A study on Indian gems and jewelry industry” clarify
how Indian gems and jewellery market sparkling even under global meltdown. What strategies are adopted by
the Indian jewellery industry? Growth of organized trade, expansion of successful brands, availability of
certified jewellery, building brand image and customer driven approach are only some of them.

Sindy Yurezka Amelia and Herry Hudrasyah. (2016)

“Consumers Purchase Buying Behavouer towards Diamond Jewelry in Indonesia” This research focused on
diamond jewelry industry in Indonesia that was keep increasing every year and also had analyzed about factors
in consumer’s behavior towards diamond jewelry. The methodology was in-depth interview taken from 7
respondents. The major common reply of respondents for diamond jawellery wanted to buy for showing status
in society and for investment. So, it can be resell and can be trade for the new one. The price was found to be
the most frequent barrier when they make decisions to purchase or not. According to me this data was collected
and analysis, consumer motivations towards purchase and price, quality and design was most important
motivators when intending to purchase diamond jewelry.
Ramachandran, K. K. & Karthick, K. K. (2014)

“A study on the perception of customers towards branded diamond jewellery” found that branded diamond
jewellery products have formed a sort of revolution in the field of diamond market. The main attraction of
branded diamond jewellery is that it has a unique style of their own that differentiates them from unbranded
diamond.

Priya, M. L. & Suganya, S. (2009)

In their study, “A study on customer preference and satisfaction toward Indian Diamond industry” examined
that Indian Diamond industry should focus on mounting brands that stand for quality and lucidity as brands
are gaining more popularity and customers are expecting more and more transparency.

Shahana Parveen& Dr. Deepa Saxena (2017)

“A study on buying behaviour of woman towards Diamond jewellery in Hyderabad”. This research purpose
is to study the various factor affecting buying behaviour of women towards Diamond jewellery. In this sample
size is total 50 respondents. Its conclusion is Diamond has resale value and this creates Diamond of great profit
and of great asset value to buy and in the maximum parts of the world, diamond a very essential value in
several cultures since it is a symbol of achievement, power and wealth. In India this research work is basically
descriptive as well as analytical in nature.

Jyothi, M. B. & K. V. S. N. Babu (2014)

In their study, “An empirical study on consumer preferences towards Diamond in Tirupati.” discovered that
the varieties, purity of the Diamond, brand image and its positioning in the market, service provided,
advertisement, brand familiarity, offers, promotional schemes, celebrity endorsement, are the major factors
which affect the behaviour of the consumers.

Dr. Ravi Kumar Goriparthi and Dr. Bersisa Kacho. (2012)

“A Consumer Perceptions and Behavior on Diamonds in India”. The objective of this study was to find out
what affects the purchasing decision of the customer in diamonds and customer behavior in diamonds. He
starts researching on consumer baying behavior towards diamond jewellery by feeding questioner from
customer. He finds that this study was limited mainly in the time-frame for in which the survey was planned
and conducted, nevertheless, as the subject is vast, the questionnaire served its purpose well and revealed many
key characteristics of Diamonds buying consumers. I pen down that there are three main factors that affect
consumer behavior:- design, price, and trust.
Kala, Alok (2010)

“Indian Diamond Industry Out of Recession” reported that gems and jewellery industry has registered a 16
per cent increase in the total gems and jewellery exports in 2009-10, The industry contributes 13 per cent to
India’s total merchandise exports. The figure stated that India’s diamond share in world market witnessed an
increase from 60 to 70 per cent in value terms. The USA remained India’s largest consumer of jewellery. He
stated that Indian diamond industry has now come out of recession.

Verma, Manohar Lall (1983)

Studied that the diamond exporters and the diamond industry faced various problems of which one of the
major problem was import of rough diamonds (raw materials) he analyzed that the import cost of rough
diamond was very much on a higher side and this industry was faced many problems as the cost of raw
materials was very high the cost of finished goods was also on a higher side. Further he analyzed that this
industry was based on labour incentive and the use of modern machines and modern technology was atthe
least. He also analyzed that there was always a shortage of skilled man power as in India there are no
professional institutes or training institutes which train people for this industry he also stated that diamonds
are one of the largest exporter in the country which gives a lot of foreign exchange by way of foreign remittance
from abroad. In his study of the theses he reported that, during the period of five years from 1979 to 1983,
diamond imported by USA from India rose from 33 per cent to 48 per cent and diamonds imported by Japan
from India increased from 36 per cent to 50 per cent.

Sivadas and Baker‐Prewitt (2000)

“A study to find out the relationship between service quality, customer satisfaction, and store attributes for a
retail department store”. Service quality was found out as an important factor that influences consumer
satisfaction; however, no evidence on consumer loyalty was established in their study. Also, service quality
should be seen from the perspective of customers.

Manish Panvala (2017)

Has done research on “Consumer buying behavior of diamond jewellery- A study for Surat”. The purpose of
this research is to identify consumer preference while purchasing diamond jewellery online. Sample size of
this research is 100. Data collected from content analysis to study the response of the individual towards them.
The response is analysed using Microsoft excel software. A study concludes that effective online purchasing
will increase jewellery buying. In this research suggest that respondents have clearly shown that they are yet
not completely ready for buying braded diamond jewellery products from online retailers.
Dr. N.Yesodha Devi, Mrs. C.Gomathy, Mrs.R.Krishnakumari (Oct 2013)

"Consumer Preference and Satisfaction towards Sedan Cars in Coimbatore City" using primary data and found
from survey that the present study made an attempt to understand car purchase satisfaction and influential
factors affecting purchase decision. Most of the buyers are satisfied with the services provided by the dealers
and they preferred fiesta brand because of its comfortability. They also find there is no significant difference
between the Age,Sex, Marital status, Occupation, Monthly income, Number of members in the family and
satisfaction level of cars.

Sevdermish, Menahem, Alan R. Miciak and Levinson6 (1998)

In this paper submitted he studied that there is a rising trend in this industry. The diamond cutting industry has
a great impact on the jewelry industry. They examined that the modern diamond grew at a remarkable rate of
about 85 % in the polished weight and by about 250 % in the value of polished diamonds. Today India has
controlled over more than 90% of polished diamonds and about 10 %as a share of its wastage.

Miss Neelam Gordhandas Monga (1989)

Pointed out the problems and prospects of diamond export from India. She found that diamond cutting and
polishing industry occupied an important place in the national economy both from the point of view of foreign
exchange earnings and generation of employment. The sector contributed about 12% of the exports of the
country. She concluded that Mumbai and Surat are the hubs for diamond cutting and polishing but the industry
had also spread to Navsari, Bhavnagar, Visangar, Palanpur and other cities in Gujarat. She found that since
purchasing power in the hands of women had steadily increased, demand for diamonds all over the world is
increasing. She also concluded that the Indian diamond industry rests on three fundamental factors:

1. Plenty of cheap labour is available in India which can be used for cutting and polishing rough
diamonds.
2. Sharp business acumens of Indian trades also contributed strongly to the Indian diamond industry.
3. As the diamond industry is based on trust feeling of strong family ties and pattern of kinship is very
important.

Pan, Albert (2008)

He presented a full view of Chinese markets in gems and jewelry industry and made valuable suggestions for
sales of diamond and jewelry products in China. The China marketis the most competitive market based on
the market size, sales channel the characters sketch of the clients imports and export trends andmainly the
forecast of this industry in case of recession. He has also provided for reliable data and analyzed the same
based on the market situation and has introduced step by step procedure to deal with different market
situations.
Messinger Ruth W. (1992)

A study under the title “Diamond and Jewellery Industries Study” in which he has given the following eight
recommendations for the development of diamond and jewellery industry:

1. Establish partnership with global buyers.

2. Create identity in the world market.
3. Emphasis on security of areas where such units are located.
4. Encouragement to market training programmes.
5. Promotion of exports.
6. Improving image through quality improvement.
7. Facilitate succession to prevent industry from ageing.
8. Promote new technology.

Neeru Jain (2011)

“A Consumer Buying Behaviour with Regard to Branded Diamond with Special Reference in Jaipur” to Jaipur
diamond Market. The study will help to understand, the consumer preferences over branded diamond and also
it will help to explore the various required strategies to uplift economy of diamond market. To know the
Consumer ‘s buying decision whether it is based on convenience or brand preference. This research will
accomplish chiefly through qualitative approach that is based on the secondary information as well as
quantitative studies like surveys etc. are also considered and taken into account. Primary data will be basically
collected by conducting survey through a questionnaire (Sample size=150) and area of conducting survey will
be Jaipur. The research design will be exploratory and descriptive. The statistical tools like arithmetic mean,
standard deviation, coefficient of variation, etc. will be used to analysis the data. Moreover, data will be
presented in a diagrammatic form using histogram, etc. From the consumer ‘s perspective fashion designs and
trends are always changeable in search of new innovation that can be reflected in the changed demand and
buying preference.

Namita Cherubia Sanjula, (2017)

“Consumer Perception and buying behaviour of Branded diamond Jewelry in India”. This research paper
focuses on consumer perception towards branded diamond jewelry. He highlights consumer’s perceptions,
expectations and evaluations which determine the awareness of diamond jewelry. He surveys on questions
such as what is the occasion of purchase, how often, reasons for buying, criteria for buying diamond jewelry,
factors helping them to select the particular brand whether it is purity, display, design, variety, service,
promotion and offer, brand image, price, family and friends influence and the cause for selecting that a
particular branded jewelry store either for shopping experience. After analyses the date he found that the study
proves that good customer service, advertisement, wide range of products under one roof, improvement in
quality get the highest ratings for the selected branded store. He concludes that Indian consumer’s behaviour
are affected by a number of factors as quality, durability, design, variety, purity, reliability, uniqueness, price,
discounts, credit facility, advertising special gifts and special offers, warranty period, resale value, after sales
services, popularity of retail outlets.
RESEARCH OBJECTIVE

➢ To find out the satisfaction level of customer towards Yamuna Enterprise.

➢ To identify the reason for preferring the diamonds of Yamuna Enterprise.
➢ To determine the preference level of customer toward Yamuna Enterprise.
 RESEARCH
METHODOLOGY
Problem statement

“To Study the preference and satisfaction level of customers towards YAMUNA ENTERPRISE”

Objective of the study

➢ To study on customer preference at Yamuna Enterprise.

➢ To analyses the customer satisfaction level of purchasing diamond and diamond product.
➢ To know the opinion and satisfaction level of customer about Yamuna Enterprise.

Research design

➢ In this research I have use descriptive research for my study this design is used so as it describes
the characteristics of same population. Descriptive research includes surveys and inquires of
different kind. it closely associated with observational studies.

Source of Data

➢ Data is derived from Latin word datum. It is unorganized raw form of collection of figures,
responses and so on. It is the first level of field inquiry. In this research I have used structured
questionnaire to meet the requirement of the study and the main source is questionnaire by which
data is collected.
➢ There are mainly two types of sources of data.
1. Primary sources
2. Secondary sources

Sources of Information

1. Primary Sources
➢ Any data which has never collected before and is collected at first hand, specifically for the
purpose of current research project is known as primary data. I also got data by this method
through questionnaire. This is one type of collecting primary sources. In this method the
questionnaire is sent to the persons concerned and data is collected from this.
2. Secondary Sources
➢ Any data which have been gathered earlier for some other purposes are secondary data in the
hands of the researcher. I have used journals, books, research papers, articles for my study
purpose. I also got information from websites.
➢ So, I have used both the sources of data primary as well as secondary sources in my research.

Population

➢ The population which is to be targeted for the survey is 150 samples.

Sampling Method

Sampling Frame:

Surat city.

Sampling technique:

➢ Sampling is the process of taking a few units from the targeted population, analysing them and
making conclusion.
➢ There are two types of sampling methods:
1. Probability Sampling Method.
2. Non-Probability sampling Method.
1. Probability Sampling Method.
➢ Probability sampling refers to the sampling method in which all the members of the population
have a pre-specified and an equal chance to be a part of sample. This technique is based on the
randomization principle, where the procedure is so designed, which guarantees that each and
every individual of the population has an equal selection opportunity. But it was not possible to
use this method as in our targeted population is so big.
2. Non-Probability sampling Method.
➢ When in sampling method, the entire universe is not given an equal opportunity of becoming a
part of the sample, the method is said to be non-probability sampling. I have used this method. In
this method also there are many types. From them I have used the convenience sampling as it is
perfect for the survey of this topic.

Sampling Size:

➢ For this project, the sample size taken for the survey purpose is of 50 people from Surat city.

Data Collection Method

1. Primary Data:
➢ Primary data are original observation collected by the researcher or his agents for the first time
for any investigation and used by them in the statistical analysis. I have collected primary data
through questionnaire
2. Secondary data:
➢ Any data which has gathered earlier by some other people are secondary data. Secondary data are
collected by others and used by others. I have also taken data through different websites, journals
and Research Paper.

Limitations of Study

➢ This study is only applicable to the Surat city.

 ➢ This study is done on the basis of data provided by the respondents.

Scope of Study

➢ From this study the research has covered Surat city. The study would help the future researcher to
cover more area and to take more respondents from population.

Research plan:

➢ The research has researched with the objective of the “To Study the preference and satisfaction
level of customers towards YAMUNA ENTERPRISE”. For fulfilling the objective researcher has
collected primary data source. For that structured questionnaire was used. For collecting the data
population size was 50, the majority of the respondents taken are the customers who purchase
diamond and diamond product. After collecting the data that were coded and interpreted
accordingly.
DATA ANALYSIS
Q-1 Interested in buying a Diamond.

Frequency Percent Valid Percent Cumulative

Percent
Yes 39 78 78 78

No 11 22 22 22

Total 50 100 100 100

➢ This table shows that out of total 50 respondents 39 respondents are purchased the Diamond,
and 11 respondents are not purchased the Diamond.

Chart no: 1 Interested in buying Diamond.

Interested in buying a Diamond

22%

Yes

No

78%
Q-2 How do you come to know about Yamuna Enterprise?

Frequency Percent

Friends

Agent / Broker

Employees

Online Platform

Other

Total 100

➢ The above table contains data of the sources from where the respondent got aware about the
company Yamuna Enterprise. The table shows that of the 50 respondents. The Majority of
people is 24(48%) respondents who know through the supplier about the company, 10(20%)
respondents know from their Friends about the company, 5(10%) respondents know from the
professional/agent/broker about the company, 4(8%) respondents know from online platform
and sales representative about the company, 2(4%) respondents know from their employees
about the company, and at last 1(2%) respondents know from others about company
respectively.

Chart no: 2 How do you come to know about Yamuna Enterprise?

Q-3 Motive to buy diamond.

Responses
Motive to buy Respondents Percent
diamond Number
Investment 18 36
Fashion 7 14
Status 12 24
Festivals 8 16
Others 5 10
Total 50 100

➢ The above table shows that peoples are motive to buying diamond for investment 36%. 24%
of people buying diamonds for status. 16% people buy diamonds at the festival. 14% and
10% people motive to buy diamond only fashion and other purpose.

Chart no: 3 Motive to buy Diamond.

Motive to buy Diamond

Others
10%

Festivals Investment
16% 36%
Investment
Fashion
Status
Festivals
Others

Status
24%
Fashion
14%
Q-4 Prefer to buy diamond jewellery for gifting.

Prefer to buy diamond jewellery for gifting

Type of jewellers Frequency Percent Valid Percent Cumulative

Percent

Branded diamond 37 74 74 74
jewellers

Traditional jewellers 13 26 26 26

Total 50 100 100 100

➢ Above table shows that out of total respondents 74% respondents are prefer branded diamond
jewellers for gifting. And 26% respondents are prefer traditional jewellers for gifting.

Chart no: 4 Prefer to buy diamond jewellery for gifting

Prefer to buy diamond jewellery for gifting

Traditional jewellers
26%

Branded diamond jewellers

Traditional jewellers

Branded diamond
jewellers
74%
Q-5 Where would you choose to buy a diamond

Prefer to buy diamond Responses

Number Percent

Yamuna Enterprise 33 66

Online Retailers 10 20

Any Other Diamond Company 7 14

Total 50 100

➢ Here, Out of total 50 respondents, 20% respondents are prefer Online retailers for buying a
Diamond, 14% respondents are prefer any other diamond company and 66% respondents are
prefer Yamuna Enterprise for purchasing a Diamond.

Chart no: 5 Prefer to buy diamond.

Prefer to buy diamond

Any Other diamond
Company
14%

Online Retailers
20%

Yamuna Enterprise
66%

Yamuna Enterprise
Online Retailers
Any Other diamond Company
Q-6 Important factor creating satisfaction towards Product.

Important factor creating satisfaction towards Product.

Frequency Percent Valid Cumulative

Percent Percent

Reliability of the products 5 10 10 10

Products feature 13 26 26 26

Social images 7 14 14 14

Promotion of the products 6 12 12 12

Quality of the product 19 38 38 38

Total 50 100 100 100

➢ The above graph show the customer preferences towards Yamuna Enterprise products. Where
it can be say that 10% respondent like reliability of the products, 26% respondent like
Products feature, 14% respondent like Social images, 12% respondent like Promotion of the
product and 38% respondent like Quality of the product.

Chart no: 6 Important factor creating satisfaction towards Product.

Important factor creating satisfaction towards Product

Reliability of the products
10%

Quality of the product

38%
Reliability of the products
Products feature Products feature
26%
Social images
Promotion of the products
Quality of the product

Promotion of the Social images

products 14%
12%
Q-7 The Diamond Colors choices according to customer preference.

Diamond Colors choices according to customer preference.

Diamond Shape Cushion Pear Oval Heart Radiant Emerald

Diamond Color
(Fancy color)
D color 8 6 1 7 2 1
(Yellow)

K-M color 2 5 3 4 1 __
(Faint)

N-R color 2 2 __ 2 __ 1
(Very Light)

S-Z color 1 1 1 1 __ __
(Light)

➢ As show in table it can be say that in Cushion Diamond, Heart Diamond and Pear Diamond
many of respondent have only prefer D (Yellow) which is the pure fancy color. Oval
Diamond, Radiant Diamond and Emerald Diamond this all product have buying ratio in both
colors K-M (Faint) and N-R (Very Light).

Chart no: 7 Diamond Colors choices according to customer preference.

Diamond Colors choices according to customer preference

9

4
Cushion

3 Pear
Oval
2 Heart
Radiant
1
Emerald
0 Column1
D color (Yellow) K-M color (Faint) N-R color (Very Light) S-Z color (Light)
Q-8 Highly satisfied with the Services provided by Yamuna Enterprise.

Highly satisfied with the Services provided by Yamuna Enterprise

Excellent Very Good Bad Very Bad

Good

Quality __

Delivery Services __

Payment Policy __

Credit policy __

Services __

Clear __
Communication

Response to Enquiry __

➢ From the analysis for one sample T-Test the test value of Quality and Clear Communication
is greater than 0.05 which means the null hypothesis is accepted thus the Quality and Clear
Communication does create effect while delivering product. Delivery Services, Payment
Policy, Credit policy, Services, and Response to Enquiry is less than 0.05 which means the
null hypothesis is rejected, thus, Delivery Services, Payment Policy, Credit policy, Services,
and Response to Enquiry does not create effect while delivering product.
Q-9 Will you recommended others to buy from Yamuna Enterprise?

Frequency Percent

Yes 43 86

No 7 14

Total 50 100

➢ The above table contains data of respondent's recommending others to buy from Yamuna
Enterprise. The Majority of people yes to others to buy from Yamuna Enterprise with 43
people(86%). Whereas 7 people(14 %) says no to recommending others to buy from Yamuna
Enterprise.

Chart no: 9 Will you recommended others to buy from Yamuna Enterprise?

Will you recommended others to buy from Yamuna Enterprise?

No
14%

Yes
No

Yes
86%
Q-10 Which Factors are mostly affecting to purchase of the products?

Frequeny Percent

Brand 17 34

Quality 18 36

Price 15 30

Total 50 100

➢ Above table shows that 36% respondent choose or purchase product through quality. Where
most of people select their product according to brand, price. Out of 50 respondent 30% and
34% respondent say they are selecting their product via price and brand.

Chart no: 10 Which Factors are mostly affecting to purchase of the products?

Factors are mostly affecting to purchase of the products

Price
30% Brand
34%

Brand
Quality
Price

Quality
36%