A study on the effectiveness of Malabar Gold &

Diamond Fair price promise initiative

Malabar Group was founded in 1993 in Kozhikode. Now has more than 350+ stores across
India and operations in 10+ countries. One of the biggest gold retailing brand in the world. Here
the objective of the study is following
- People have a perspective that buying gold is only possible for the expert or have some
experience in gold purchase
-They are very concerned about making charge
-Bargaining should do to get some discount
-Or we should have some relative or connection to get some discount
-If it is a big retail group like Malabar group, The prices will also become higher
Malabar start a new initiative to overcome all these issue by starting Fair price promise. Here we
are doing a research to understand how much people are aware about this inititiative.

Questionnaire

1) Name :..................................................................

2) Gender :

⚪ Male
⚪ Female
⚪ Prefer not to say

3) Age group :

⚪ 20-30
⚪ 30-40
⚪ 40-50
⚪ 50-60
⚪ Age more than 60

4) City :.........................................................................

5) Annual income group:

⚪ 3 lakh-5 lakh
⚪ 5 lakh-10 lakh
⚪ 10 lakh-15 lakh
 ⚪ 15 lakh-20 lakh
⚪ More than 20 lakh

6) Phone number :...........................................................

7) How often do you purchase gold/gold ornaments?

⚪ Once in every 3 months

⚪ Once in every 6 months
⚪ Once in every year
⚪ Once in every 2 year
⚪ Once in every 5 year

8) From which jewelry brands do you usually purchase?

⬜ Kalyan jewelers
⬜ Malabar Gold & Diamond
⬜ Joyalukkas
⬜ Josco jewelers
⬜ Chungath jewelry
⬜ Other Local jewelry groups

9) Do you ever feel that purchasing gold needs expertise or experience?

⚪ Yes
⚪ No
⚪ Maybe

10) Do you believe that in order to obtain a discount on your gold purchase, you
should bargain with the store manager?

⚪ Yes
⚪ No
⚪ Maybe

11) Do you believe that in order to receive a decent discount on large purchases of
jewelry, We must have a relative or connection in jewelry?

⚪ Yes
⚪ No
⚪ Maybe
12) Do you agree with the statement, cheaper price is what we need regardless of the

Strongly 1 2 3 4
5
Strongly
Disagree
Agree

transparency and authenticity of the gold purchase.

13) Do you have this perception, The prices will be higher compared to other smaller
enterprises if the jewelry company is a large retail chain like Malabar Gold &
Diamond and Tanishq?

⚪Very low
⚪ Low
⚪ Neutral
⚪ High
⚪ Very high

14) Have you heard about the Malabar Fair Price Promise?

⚪ Yes
⚪ No
⚪ Yes, I did forget about it

15) Do you think Malabar is charging only Fair prices from its customers?

⚪Strongly disagree
⚪ Disagree
⚪ Neutral
⚪ Agree
⚪ Strongly Agree

16) How much are you satisfied with the Malabar fair price promise?
17) In the Following list, Please tick the aspects that you are familiar of the Malabar
fair price promise

⬜ Don't need to be an expert to purchase jewelry

⬜ Best Jewelry at the affordable price
⬜ High Transparency
⬜ Best gold rate in India
⬜ Zero deduction gold exchange
⬜ No need of a close connection to get the best deal
⬜ No need of bargaining to get the maximum benefits

18) In the following areas, How much are you satisfied with the Malabar gold &
diamond offerings

19) What has to be changed at Malabar gold and diamond in order to satisfy the
customers?

⬜ Rate reduction
⬜ Improve and modernize collection
⬜ Increase the transparency in pricing billing
 ⬜ Improve service
⬜ New campaigns/ Mass discounts
⬜ Other

20) How much is the possibility that you will recommend Malabar gold and diamond
to your relatives and friends?

21) Are you aware of the fact that Malabar gold and diamond is offering the best rate
in the country?

⚪ Yes
⚪ No
⚪ Yes, I don’t believe it

22) Do you know we provide our customers the best pricing possible without the need
of bargaining?

⚪ Yes
⚪ No
⚪ Yes, I don’t believe it

23) Please provide us the feedbacks for improvement :

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