1

A STUDY OF CUSTOMER BUYING

BEHAVIOUR

A PROJECT REPORT

Submitted by

MUHAMMED MUHZIN VK

(Reg. No.: 17339030)

In partial fulfillment for the award of the Degree of

BACHELOR OF BUSINESS
ADMINISTRATION

SCHOOL OF MANAGEMENT
HINDUSTAN INSTITUTE OF SCIENCE AND TECHNOLOGY
CHENNAI 603 103

MAY 2020
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BONAFIDE CERTIFICATE

Certified that this project report “A STUDY OF CUSTOMER BUYING

BEHAVIOUR IN AURA GOLD AND DIAMONDS .” is the bonafide work of
“MUHAMMED MUHZIN VK” who carried out the project work under my
supervision.

Certified further, that to the best of my knowledge the work reported herein does
not form part of any other project or dissertation on the basis of which a degree or
award was conferred on an earlier occasion on this or any other candidate.

HEAD OF THE DEPARTMENT SUPERVISOR

DR. M.K. BADRINARAYANAN DR. CHITRA DEVI

Hindustan Institute of Technology Hindustan Institute of Technology

& Science, Padur. & Science, Padur.

Submitted to Summer Internship report and Viva Voce Examination held

on
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 DECLARATION

I, MUHAMMED MUHZIN VK (Reg. No:17339030) a bonafide student of School of

Management, Hindustan Institute of Technology and Science, Chennai would like to declare

that the internship entitled, “AN ORGANISATIONAL STUDY IN AURA GOLD AND

DIAMONDS.” in partial fulfillment of Bachelor of Business Administration course of the

Hindustan Institute of Technology and Science (Deemed to be University) is my original

work.

SIGNATURE

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 ACKNOWLEDGEMENT

I express my deep sense of gratitude to our honorable Chancellor Dr. Elizabeth Verghese
and Pro-Chancellor Dr. Anand Jacob Verghese for giving an opportunity to do our
Summer Internship.

I would like to thank our Director Mr. Ashok Verghese and Vice Chancellor Prof. Dr.
Kuncheria P. Isaac for giving a moral support to complete this Summer Internship.

I would like to express my grateful to our Registrar Dr. Pon Ramalingam and Dean
(Academics) Dr. N. Vasadevan for inspiring and motivating to complete this Summer
Internship.

I wish to express my heartfelt gratitude to Dr. G. SREEKUMAR Dean, School of

Management for much of his valuable support and encouragement in carrying out this work

I wish to express my heartfelt gratitude to Dr. M.K. Badrinarayanan Head, School of

Management for much of his valuable support and encouragement in carrying out this
work.

I would like to thank my internal guide Dr. M. Rajeswari for her continuous guidance in
my project, giving valuable suggestions to complete the Summer Internship on time.

I would like to thank my organization guide M. Sukumar, Assistant Manager (HR) for
support and appreciated knowledge sharing that helped me to excel in everything I did in the
company.

I would like to thank all the technical and teaching staff of the School of Management, who
extended directly and indirectly all support.

Last, but not the least, I am deeply indebted to my parents and my friends who had been
the greatest support while I worked day and night for the summer internship to make it a
success.

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 TABLE OF CONTENTS

CHAPTER DESCRIPTION PAGE

NO. NO.

1 INTRODUCTION 7

1.1 OBJECTIVE

1.2 NEED OF STUDY

1.3 METHODOLOGY

1.4 LIMITATION

2 PROFILE STUDY 13

2.1 INDUSTRY PROFILE

2.2 COMPANY PROFILE

3 DEPARTMENTS 20

3.1 PRODUCTION

3.2 HUMAN RESOURCE

3.3 FINANCE

3.4 MARKETING

4 CONCLUSION 56

BIBLIOGRAPHY

APPENDIX

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 INTRODUCTION

Customer buying behaviour signifies more than just the approach of customer
towards buying a product. Marketing efforts therefore also emphasize on consumer’s
consumption of services, ideas and activities. The manner in which consumer buys a product
is extremely important to marketers. It involves understanding a set of decisions (what, why,
when, how much and how often) that the consumer makes over the time. This research
scrutinizes customer behaviour in a wider perspective and highlights its dependency on the
most popular jewellery segments.

In general terms “Consumer is a person who consumes”, especially an individual belonging

to a particular gender, age, sex, religion etc. and who acquires goods or services for direct use
or ownership rather than for resale or use in production and manufacturing. In other words, it
can be said that the Consumer is an individual who buys products or services for personal use
and not for resale or reproduce. A consumer is an important person who can make the
decision to purchase an item from a particular store, and can be swayed by marketing and
advertisements.

People usually consume things of daily use and also consume and buy these products
according to their personal needs, priorities and buying power. These can be consumable
goods, durable goods, Special goods or industrial goods. Consumer buying behaviour means
more than just how an individual buys products. Marketing efforts therefore also focus on
consumer’s consumption of services, his activities and ideas. It explains the set of decisions
that a consumer makes while buying. It is important to know consumer reaction towards
different products, their features, price, and advertisement pattern, in order to ensure strong
competitive advantage.

Consumer buying behaviour is the process involved when individuals or groups select, use,
or dispose products, services, ideas or experiences (exchange) to satisfy needs and desires.
Consumer behaviour is the scientific learning of how people buy, what they prefer to buy,
when they need to buy and why they buy i.e. the reason to buy. It mingles elements from
psychology, anthropology, sociology, and economics. It makes an effort to understand the
buyer decision processes or the buyer decision making process, both individually and in

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groups. It examines special characteristics of individual consumers such as demographics,
psychographics, and behavioural variables in an attempt to understand the needs of the
people. It also tries to assess influences on the consumer with the help of groups such as
family, friends, reference groups, and society as a whole.

The four P's, Product, Price, Place and Promotion are all part of consumer incentives. Other
important factors in the consumer environment are changes in the economy, technology,
politics, and culture which affect their buying incentives. All of these different stimuli are put
together in “the buyers black box” and will probably observable results in buyer responses, as
choice of product, amount and purchase timing. Consumer Behaviour is also explained as the
process and activities people carry on while selecting, searching for, buying, using,
evaluating and disposing of products or services which results in satisfying their needs and
desires.

The marketing era began in the mid 1950’s. companies , for the first time identified the
importance of customers needs and wants in the exchange process between the buyer and the
seller. Thus a period of customer orientation bean. At this stage companies focused on
marketing, rather than on selling: they also embraced the c6ncept of co-ordinated marketing
management, which was directed towards the twin goals to customer orientation and

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production. The American marketing association defines marketing as 3, the process of
planning and executing the conception, pricing, promotion and distribution of ideas, goods
and services to create exchanges that satisfy individual and organizational goals. In a business
organization, the marketing division generates the revenues essential for the survival and the
growth of the firm.

ADVANTAGES OF STUDY OF CONSUMER BEHAVIOUR:

The consumer science is largely used by marketer to find-out whether a particular product
will be purchased by consumers or not. The failure of a large number of products after II
World War compelled the producers and marketer to undertake consumer studies to market
test the products.

Some of the advantages of study of consumer behaviour are as under:

 Saves from Disaster:

The failure rate of new products is surprisingly high not only in highly competitive
economies of USA, Europe and Japan etc. but even in India. For instance, Roohafza of
Hamdard succeeded well but when other companies tried like Dabur to produce similar
products they could not succeed. Dabur had to stop production of Sharbat, because
consumers did not like its taste. Meghee became very popular with consumers but when other
companies tried they failed, some of them have become sick. There are many more such
examples. If one tests the market before launching a new product this type of disaster can be
avoided or minimized.

 Helps in Formulating Right Marketing Strategy:

If one studies well what factors will influence demand of a product accordingly production
and marketing strategies can be framed. Nirma in initial stages succeeded in its washing
powder only on account of its price. It gave tough competition to Hindustan Lever, Surf the
market leader and today Nirma has become a big producer.

In food items it is taste which decides whether consumer will buy it or not. Besides big names
even small producers have succeeded because of proper product. For instance, a small

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producer of Sikanji (cold drink prepared by mixing syrup and lemon) at Modinagar has
become a name in the region and now he provides franchise to others. From a small pan shop
he has become a well known name in the area of Delhi-Modinagar and made huge profits.
Helps in Sales Promotion

If through the study of consumer behaviour one is able to know correctly the factors which
influence buying decisions of the consumer one can promote sales of existing or new product.
The scheme of buying back old items has helped a lot LML in pushing sales.

This strategy was followed, by Akai T.V. and number of other companies like Bajaj Auto
Akai. T.V. Manufacturers of diesel generator sets, refrigerators, electric iron, pressure
cookers etc. also adopted the strategy and benefited.

Similarly, introduction of small packs of shampoos, washing powder and pan masala etc has
helped the companies to expand their market. “When producers found that even a poor
person does not mind trying a new costly product if it is available in affordable price pack
many companies introduced such packaging and when the product was liked they became
regular customers.

 Segmentation of Market is Helped:

The study of consumer behaviour suggested that everyone does not buy on price
consideration or utility consideration only. For high income group’s high priced cloth, cars,
etc have been produced. In certain cases the price of such cloth is three to eight times of
normal suiting price but some section still buy it for prestige or show.

The producers of such items make heavy profits which would not have been possible without
study of consumer behaviour because it is against basic economic theory. Even some
producers to cater different segments produce varieties of products such as soaps, creams,
toothpastes etc.

 Helps in Development of New Products:

Before launching a new product proper study of consumer tastes i.e. behaviour avoids later
failure and loss. This is particularly true for food items and daily consumption products. It is

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equally true for fashion goods like garments, cosmetics, cigarettes and new flavours of
existing products. In certain cases if a product is reintroduced after a long gap this type of
study helps.

For instance, Coca-Cola was banned in India in 1977 and consumers by and large forget its
taste and liking. Thumps up and other drinks took its place. When Coca-Cola was
reintroduced in 90’s it could as yet not reach the same supremacy. Life Bouy re-oriented its
product and produced different items like Life Bouy Gold, Life Bouy Plus to meet demand of
different consumers.

 Helps in Product Orientation:

The study of consumer behaviour helps to find-out why consumers are drifting away from a
product or why they are not liking it. For instance, some of Indian toothpastes are being
produced for long like Neem but it could not capture the market. There are many other
instances when a new product has been developed or reoriented to again capture its old
glorious position.

Those who do it scientifically succeed and others who do not study consumer behaviour
properly or do not orient loose the market, merely by pretty faces or fancy claims he wants to
be assured that what is claimed is really true.

Therefore, based on consumer research new techniques are used Hindustan Lever and Procter
& Gamble for Surf Ultra and Ariel has brought in producers of cloth Bombay Dyeing and
Reliance to testify claims of producers of these washing powders. This is not an isolated case
but this type of study had paid good results to others also.

 Helps in Reorientation of Packaging:

A great deal of importance is being given to packaging for quite some time by marketing
department and market research. But whether a particular packaging is liked by consumers or
not is a recent phenomenon. Consumer if likes a packing helps in pushing sales.

Producers of Vanaspati (hydrogenated oil), milk, drinks items, etc. have developed utility
packaging so that once container becomes empty they can be used for refilling. In certain

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cases this fact is advertised also. But in many cases this has been done without study of
consumer behaviour and his attraction or disliking of a particular packaging. The fact
however remains that proper study can help in pushing sales.

 Helps Consumers to Study their Behaviour:

The consumers often are guided by their income, emotions, opinion of others and they do not
undertake study of their behaviour whether it is scientific or not. The science, however, can
help them to study cost benefit of their buying decisions. The study can reveal them whether
buying an expansive item is rational, or not.

Whether they should buy Rs. 2 ball pen or fancy pen costing Rs. 100 or more. Whether they
should decide in favour of expensive cloth, car, consumer durables and other fashion goods
or should they buy on utility consideration. If there are competitive goods it can help them to
make consumer preference chart and then decide what to buy immediately and what to
postpone and what should be rejected.

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 INDUSTRY PROFILE

The word “jewelry” is derived is derived from the Latin word jocale, meaning
“plaything”, and the word jewel, which was anglicized during the 13 th century from the gold
French word “joule”. The word “jewelry” (spelled jwellery in European English) is used to
describe any piece of precious material (gemstones, noble materials, etc.) used to adorn one’s
self. The jwellery making gold industry has today come to occupy an important place in the
national economy; as one of the few export oriented and labour intensive industries with
vast potential growth.

India is one of the largest consumers of the gold in the world. Until just a few years
ago, the gold business India was severely restricted under a system the government called
gold control implemented in 1963. This restriction was removed by 1991. Gold control
means total ban of imports of gold to the country and also restriction of private ownership of
gold.

The two major segments of the sector in India are gold jewellery and diamonds. Gold
jewellery forms around 80 per cent of the Indian jewellery market, with the balance
comprising fabricated studded jewellery that includes diamond and gemstone studded
jewellery. Besides, India is world's largest cutting and polishing Industry for diamonds, well
supported by government policies and the banking sector with around 50 banks providing
nearly $3 billion of credit to the
Indian diamond industry. A predominant portion of the gold jewellery manufactured in India
is consumed in the domestic market. However, a major portion of the rough, uncut diamonds
processed in India is exported, either in the form of polished diamonds or finished diamond
jewellery. The largest consumer of gold worldwide, India is also the leading diamond cutting
nation. Gold and precious gems have played a pivotal role in the Indian social fabric and
economy. Precious gems and jewellery are a part and parcel of Indian traditions and customs.
Gold has traditionally been valued in India as a savings-and investment vehicle and even
today, continues to be the second most popular instrument after bank deposits.

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GOLD

Gold is thought to be one of the first known metals. The word gold came from an
gold English word GEOL meaning YELLOW. Gold is a rate metallic element that is found
natural setting mostly in veins of quartz and in certain other alluvial deposits.

During the 19th century many discoveries of gold deposits were made and gold rushes
occurred in California, Colorado, Otego, Australia etc from ancient times, gold has been
connected with the religion and spirituality. It always associated with the sun. There are so
many temples and statues made from gold. Kings and queens longed to wear the golden
crown. The sincerity and sanctity of poor gold created a tradition for wedding rings since it
is long lasting and unelected by the passage of time. Today great achievements are sometimes
rewarded with gold in form of medals. Also, decoration like Olympic medals, Nobel prizes
and various awards for excellence in different fields are awarded with medals and statues.
There is no other metal in the world, which possesses so many benefits. To say a few;

INTERNATIONAL STANDARD OF GOLD:

The gold standard is monetary system in which a regions common medium of

exchange is paper notes that normally freely convertible into preset, fixed quantities of gold.
The gold standard is not currently used by any government, having been replaced completely
by fiat currency. The use of paper money, convertible into gold to replace gold coins,
originated in China in the 9th century. In an international gold standard system (which is
necessarily based on an internal gold standard in the countries concerned) gold or a currency
that is convertible into gold at a fixed price is used as a means of making international
payments. Under such a system, when exchange rates rise above or fall below the fixed rate
by more than the cost of shipping gold from one country to another, large inflows or outflows
occur until the rates return to the official level. International gold standards often limit which
entities have the right to redeem currency for gold.

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BUREAU IN INDIAN STANDARD (BIS):

In many countries the law requires that every gold jewellery be clearly stamped its
cartages. This is often Hall in the 14th century. Today it is compulsory in many countries. But
in India and many don’t follow the standard. The government of India is planning to make
BIS Hallmarking mandatory from January 2008. Since Hallmarking involves time, cost and
lesser profits many are very apprehensive. Today the competition in retailing is so high that
the jewelers are compelled to sell at low mark up of only 8%-15% for the gold price of the
day. So to many jewelers, small and big, Hallmarking is a cause of concern of bureau of
Indian standard (BIS)

Government of India has identified BIS as a sole agency in India to operate this
scheme.BIS Hallmarking scheme has been elegant with international criteria on hallmarking
(Vienna convention-1992).As per this scheme, the license is granted to the jewelers by BIS
under product certification scheme. The certified jewelers could get their jewellery
hallmarked from any of the BIS recognized assaying and hallmarking centers. A sample is
drawn from the retailer for independent testing. Based on the satisfactory preliminary
inspection report and test report of the sample is drawn during the inspection, license is
granted to the jewelers. BIS maintains surveillance on the certified jewelers at a defined
periodicity. Deviations in the degree of purity of the fine metal and observance of operations
not in conformance to the system may result in cancellation of BIS license and invoke legal
proceedings.

WORLD GOLD COUNCIL

The world gold council is a nonprofit of the world’s leading gold producers,
established to promote gold. With headquarters in Geneva, it achieves through the world to
improved gold products and its distribution systems. They provide specialist gold information
and economic services to large hgolders of the gold. Its primary focus in recent years has
been on facilities the removal of structural impediments to the free flow gold, thereby
encouraging it’s more widespread and acquisitions and intention.

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GOLD PRICES ON UPWARD GROWTH

Gold prices are rising. Analysts predict that the price of gold will continue to climb.
India is world’s biggest market for gold. So the consumption in India is much higher than any
other countries. In 1922 a gram (22 carat) of gold was sgold for rupees 2. These prices rose to
rupees 264in 1931 resulting in just 32% increase in 9 years. But in next 16 years, gold was
showing an increase in 49%.in 2005 it was hovering around Rs 600. Later it just doubled
around Rs 1250. In 2010, 8 grams of gold crossed Rs 21000. In 2013 gold price was Rs…
and now it became …and still growing day by day.

INDIA – GOLD

The Indian sub-continent has the longest continuous legacy of jewelry Making. By
western traditions were heavily influenced by waxing and empires India enjoyed a continuous
development of art forms for some 5000 years. One of the first to start jewelry making was
the people of Indus valley were creating gold earrings and necklaces and metallic bangles.
Before 2100 BC; prior beads were often painted with designs. This art form was often passed
on through family. Although women were jeweled the most, some of men Indus valley wore
beads. Increasingly, India was the first country to mine diamond with some mine dating back
to 296 BC.

At the time of wedding as well as numerous other occasions, a woman is gifted jewelry by
her parents and relatives. Although the gift is meant to give her a security in contingency,
ornamentation is an obvious purpose.

Generally anything under sun can be transformed into breathtaking ornamental items
but most widely used metals are gold, silver, copper, ivory, wood, precious gemstones as
diamonds and pearl, beads, shells, glass and bones. They help to define varied intricately
designed shapes adding on to the beauty of these adorning items. Jewelry designs can vary
from vintage and antique designs to ethnic designs to very flashy and chunky jewelry. Often
stone studded, engraved, electroplated and designed using various colors for creating an eye
catching effect, these jewelry items are designed for different occasions including bridal
jewelry, formal and informal jewelry.

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KERALA - GOLD

Kerala has the largest number of gold jewelers in India. Kerala accounts for more than
20% of India’s gold consumption annually. There are more than 5000 gold and gold jeweler
retailers in Kerala in addition to nearly 40000 artisans engaged in the industry. According to
the Kerala jewelry manufactures association, the state is these days turning out to be one of
the hottest destination in the country for retail jewelry trade thanks the ever increasing
demand and overall economic growth. Thrissur continuous to be one of the hubs of jewelry
manufacturing in south India and it accounts for 3000 large and medium sized manufactures.

Kerala is the first of all popular for the high quality of gold used in jewellery. Kerala
values nothing more than gold, and it is confronting for the people of the state to know that
their erstwhile rulers too had a fascination for the yellow metal, which they stored in the
temple as an offering and as an insurance against famine. The innumerable jewelry shops
around the temple and elsewhere in Kerala may be handling as much gold as accumulated.
“God’s own country” is fast becoming “gold’s own country”. the love of gold in Kerala that
there may be no househgold without some gold, tucked away as savings, either to be given
away as wedding gifts for daughters or to raise cash by the way of gold loans or outright sale.
Forget the word ‘recession’ when it comes to the sale of gold in southern India state of
Kerala. Gold continues to be the most traded commodity in Kerala.

FUTURE OF GOLD INDUSTRY IN INDIA

The government fixed GST on gold at 3 per cent, replacing more than a dozen domestic
levies. That will make it easier to track the flow of gold and harder to evade taxes, benefitting
larger players like Tata Group’s Titan, Credit Suisse Group AG said in June.

The nation imports almost all the gold it consumes and demand last year was about 666
tonne, according to the World Gold Council. That’s more than the entire gold reserve of the
European Central Bank.

In 2015, national chains, including Tanishq, owned by Titan, and regional players accounted
for about 30 per cent of the market. That could rise to 40 per cent within four years, the WGC
said in January. Assuming GST is implemented uniformly, the shift may happen even faster,
said PR Somasundaram, the council’s managing director for India.

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The new tax will increase paperwork and costs for smaller jewellers as they try to conform,
said Sheth. Jewellers will now have to file as many as 37 returns, he said. For the big players,
the reorganisation of the industry will improve their credit profile, according to Icra, the local
unit of Moody’s Investors Service, which predicts a round of consolidation, where “organised
players may acquire smaller entities or enter into franchise agreements.”

Over the medium term, revenues of those retailers would grow at 5 per cent to 6 per cent,
almost double the overall industry rate, according to a June report from Crisil, the Indian
subsidiary of S&P Global Inc.

Lack of transparency in the sector made it difficult for domestic banks to lend to jewellers
looking to develop workshops and hire more workers, the WGC said. But the current
optimism over the industry has seen overseas investors pumping in money to bigger
jewellers. In April, Warburg Pincus raised its investment in Kerala-based Kalyan Jewellers to
Rs 1,700 crore. Kalyan and fellow southern retailer Malabar Gold & Diamonds plan an initial
public offering within the next two years.

For many smaller players, this is the time to expand or die, said Saurabh Gadgil, the sixth
generation of one of the oldest jewellery outlets, which owns about 20 stores across three
states. “The next few years will be very good for the industry as the current ecosystem will
bring more jewelers into the formal economy,” said Gadgil, 40, an MBA, who took the reins
at PN Gadgil Jewellers in 1999.

For those who survive the upheaval, the potential rewards are large. India is the world’s
second-biggest buyer of gold and consumption is recovering after slumping to a seven-year
low in 2016. Demand is projected to reach to 850-950 tonne by 2020, the WGC estimates.

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 COMPANY PROFILE

Aura gold and diamonds pvt ltd, formerly named as Aprsara gold supermarket was
established in 2006 by Abdul Nasar M., who is the current managing director, So as to ensure
the people of their place to get jewellery products for a reasonable rate. Aura gold captured
the attention of new customers with the signature look and feel. Today, by the cornerstone of
trust and expertise and pillars of transparency and honesty, they became one of the top
competitors in Vadakara.

ADDRESS
APSARA TOWER,
MARKET ROAD, VADAKARA
PH: 0496 2517916
EMAIL: info@auragoldanddiamonds.com
WEBSITE: www.auragoldanddiamonds.com

AREA OF OPERATION
Aura gold and diamonds has opened its showroom at the heart of Vadakara, Kozhikode
district. They are also planning to extend their business in all over the State.

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MANAGEMENT AND STAFF
Management is concerned with the accomplishment of objectives by utilizing physical and
financial recourses through the effort of manpower. Staffs refers to the human resources
within an organization. The showroom is lead by a very good team headed by Mr. Abdul
Nasar M. who is the general Manager. Although it has 20 employees. Persons with
destinations are listed below:

SALES MANAGER: Mr. Sunil Kumar

PURCHASE MANAGER: Mr. Rajinas M K
ACCOUNTANT: Mr. Vishnu
MARKETING MANAGER: Mr. Jouhar K M
PACKING MANAGER: Mr. Shamseer C V

SPECIAL FEATURES OF AURA GOLD

 Exclusive showroom for 100% BIS hallmarked 916 gold collections.

 A vast array of modern designer collections from India, Singapore, Europe, etc.
 Pure value for money guaranteed while buying and selling.
 Lifelong guarantee and free maintenance for gold ornaments.
 German made gold check carat analyser to check the purity of gold while buying and
selling gold.
 Exclusive collection of KISNA diamonds.
 Buy back guarantee for diamond ornaments.
 Special counter for kids ornaments.
 Availability of well trained professional sales executives.
 Certain percentage of profit is reserved for charity.

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MISSION OF THE ORGANISATION

Vision of the organization is as follows:

 To provide good quality products at reasonable price.
 To ive customers the best value for their money.
 To provide employment to persons from rural area.
 To provide good working conditions.
 To earn reasonable profit.

SOCIAL RESPONSIBILITY OF AURA GOLD

Social responsibility means the obliation of a business to act in manner, which will serve the
best interest of the society.

TOWARDS THE EMPLOYEES

Workers are, indeed the pillars of the organization. They are the important part of the
organization. It is therefore very necessary to keep them satisfied and ive them in due.
According to modern philosophy, labour is a human being and worker next.
AURA gold has to ensure job security for their workers and has to pay reasonable salaries for
their effort. It also creates good working conditions like good lighting, ventilation, air
condition
etc. to its employees. They are also provided with accommodation and uniforms to the staff.
The firm also ensures selection and recruitment is being done without any discrimination like
caste, colour and religion
.
TOWARDS THE CUSTOMERS

The satisfaction of the customers should be the primary concern of every business concern.
Aura gold ensures marketing of such goods which are demanded by the customers based on
their taste and preferences. It also ensures adequate supply of good quality products at
reasonable price. After all their punch line is “Time to sparkle”.

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TOWARDS THE SOCIETY

Every organization has responsibility not only towards employees and customers but also
towards society. Aura gold ensures maximum utilization of nation’s rich recourses. They try
to dispose less wastage. Together with this they also create more employment opportunities.
It also maintains good relation with the local area

ORANISATIONAL STRUCTURE

An organizational structure explains how the authority and responsibility flows from one
head to other. In Aura gold Managing Director is at the top level. He sets the plans and
policies. He controls each and every corner of the showroom. Aura old follows the
centralized form of structure. It means that all powers are vested with the top level
management. The organization mainly has 4 departments (Sales, Purchase, Accounts,
Package) and each department has its own heads and trainees.

SOURCE OF FUND

The main sources of the funds are bank loans and from other financial institutions. Almost
half of the capital are owned fund.

DETAILS OF AURA GOLD COLLECTIONS

The exclusive collections of Aura old includes:

 World class designer jewellery from Italy, Turkey and Singapore.
 Traditional jewelleries from Karnataka and Kerala.
 Antique collections.
 Karachi bangles.
 Calcutta collections.
 Rajkot collections.

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 Bombay and Bombay special collection.
 Signity studded jewellery.
 Daily wear bangles and chains
 Special Kids collection.
 Light weight jewellery
 Navarathna, birthstones, lucky stones studded with old.
 Varied collection of KISNA diamonds.

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 OBJECTIEVES OF STUDY

Primary objectives

 To know the customer buying behaviour in Calicut district.

 To find out the attribute which are consider by consumer while purchasing
jewellery.

Secondary objectives

 To know the image of AURA gold and diamonds in the mind of customer.
 To know the attitude of customers of AURA gold and diamonds

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 RESEARCH METHODOLOGY

The process used to collect information and data for the purpose of making business
decisions. The methodology may include publication research, interviews, surveys and other
research techniques, and could include both present and historical information. The research
methodology enabled the team to organize their efforts into one cohesive and conceptual
product idea generation task for us.

A research method is a systematic plan for conducting research. Sociologists draw on a

variety of both qualitative and quantitative research methods, including experiments, survey
research, participant observation, and secondary data. Quantitative methods aim to classify
features, count them, and create statistical models to test hypotheses and explain
observations. Qualitative methods aim for a complete, detailed description of observations,
including the context of events and circumstances.

A survey is a research method in which subjects respond to a series of statements or questions

in a questionnaire or an interview. Surveys target some population, which are the people who
are the focus of research. Because populations are usually quite large, the researcher will
target a sample, which is a part of a population that represents the whole.

Once our sample is selected, we need a plan for asking questions and recording answers. The
most common types of surveys are questionnaires and interviews. A questionnaire is series of
written statements or questions. With an interview, the researcher personally asks subjects a
series of questions and gives participants the freedom to respond as they wish.

25
SOURCE OF DATA

The data was collected from two sources namely primary and secondary source.

 PRIMARY DATA

Primary data are those which are collected for the first time, which is original in
character. They are collected directly and are reliable. The primary data are collected
through personnel interview and questionnaire.

 SECONDARY DATA

The secondary data for the study are collected from different sources such internet,
newspapers, Textbooks, journals, project report etc.

SAMPLING UNIT

Sample unit of my study is Kozhikode district.

SAMPLING DESIGN

Sampling technique is the method used to select the sample required for research. Sampling
technique is of two types, Random sampling and Non-Random sampling techniques. Here,
researcher adopted purposive sampling to collect samples for the study. Sample is a part of
the population selected for the study.

26
SAMPLE SIZE

Sample size refers to the number of item to be selected from the universe. This researcher
has selected 30 sample, from the sample unit.

PERIOD OF STUDY

The period of the study was 12 days

DATA ANALYSIS TOOLS

Personal interview is the major tool for data collection. Interview technique is to be made at
the company. The personal interview is done by the questionnaire. For determining
descriptive characteristics, percentage analysis method was used for nominal scale data. Also
used different charts and diagrams like pie diagram, bar diagrams , line Graph etc..

PRCENTAGE ANALYSIS

In this analysis the various kinds of research was summed separately and different the
respondent in that category is found out by divid6ing the summed value by the total
respondents.

𝑃𝑒𝑟𝑐𝑒𝑛𝑡𝑎𝑔𝑒 𝑜𝑓 𝑟𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡 = 𝑁𝑜. 𝑜𝑓 𝑟𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡𝑠/𝑇𝑜𝑡𝑎𝑙 𝑛𝑜. 𝑜𝑓 𝑟𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡𝑠 ∗ 100

27
LIMITATIONS OF RESEARCH

 The survey work was conducted in Vadakara only so, it cannot cover the preference of
other area’s consumer.
 The sample size taken for the survey work was 30 because of the limited time period.
 There is a chance of mistake in the answer because of the limited knowledge of the
respondent.
 This project work is prepared as per my limited under standing of subject.
 Probability sampling was not used due to time and cost constraints and therefore the
results cannot be generalized to the population

28
 REVIEW OF LITERATURE

It is worth noting that consumer buying behaviour is studied as a part of the marketing and
its main objective it to learn the way how the individuals, groups or organizations choose,
buy use and dispose the goods and the factors such as their previous experience, taste, price
and branding on which the consumers base their purchasing decisions (Kotler and Keller,
2012). One of such studies of consumer buying behaviour has been conducted by Acebron et
al (2000). The aim of the study was to analyze the impact of previous experience on buying
behaviour of fresh foods, particularly mussels. In their studies the authors used structural
equation model in order to identify the relationship between the habits and previous
experience on the consumer buying decision. Their findings show that personal habits and
previous experience on of the consumers have a direct impact on the consumers’ purchase
decision in the example of purchasing fresh mussels. They also found that the image of the
product has a crucial impact on the purchasing decision of the consumer and further
recommended that the product image should continuously be improved in order to encourage
the consumers towards purchasing
.
Another study conducted by Variawa (2010) analyzed the influence of packaging on
consumer decision making process for Fast Moving Consumer Goods. The aim of the
research was to analyze the impact of packaging for decision making processes of low-
income consumers in retail shopping. A survey method has been used in order to reach the
research objectives. In a survey conducted in Star Hyper in the town of Canterville 250
respondents participated. The findings of the research indicate that low-income consumers
have more preferences towards
premium packaging as this can also be re-used after the product has been consumed.
Although the findings indicate that there is a weak relationship between the product
packaging and brand experience. However, it has been proven by the findings of the research
that low-income consumers have greater brand experience from the purchase of ‘premium’
products when compared to their experience from purchasing ‘cheap’ brand products.
Lee (2005) carried out study to learn the five stages of consumer decision making process in
the example of China. The researcher focuses on the facts that affect the consumer decision
making process on purchasing imported health food products, in particular demographic

29
effects such as gender, education, income and marital status. The author employed
questionnaire method in order to reach the objectives of the research. Analysis of five stages
of consumer decision making process indicate that impact of family members on the
consumer decision making process of purchasing imported health food products was
significant. The author further explains this by the fact Chinese tradition of taking care of
young and gold family members have long been developed and marriage is considered to be
extremely important in Chinese tradition. This reflects in the findings of the study that the
purchase of imported health food products made by a person for the people outside the family
is declined significantly by both male and female Chinese after they get married.
Five Stages Model of consumer decision making process has also been studied by a number
of other researchers. Although different researchers offer various tendencies towards the
definitions of five stages, all of them have common views as they describe the stages in
similar ways. One of the common models of consumer decision making process has been
offered by Blackwell et al (2006). According to him, the five stages of consumer decision
making process are followings: problem/need recognition, information search, evaluation of
alternatives, purchase decision made and post-purchase evaluation. Each stage is then defined
by a number of researchers varying slightly but leading to a common view about what each
stage involves. For example, according to Bruner (1993) first stage, need recognition occurs
when an individual recognizes the difference between what they have and what they
want/need to have. This view is also supported by Neal and Questel (2006) stating that need
recognition occurs due to several factors and circumstances such as personal, professional
and lifestyle which in turn lead to formation of
idea of purchasing.
In the next stage, consumer searches information related to desired product or service
(Schiffman and Kanuk, 2007). Information search process can be internal and external. While
internal search refers to the process where consumers rely on their personal experiences and
believes, external search involves wide search of information which includes addressing the
media and advertising or feedbacks from other people (Rose and Samouel, 2009).
Once the relevant information about the product or service is obtained the next stage involves
analyzing the alternatives. Kotler and Keller (2005) consider this stage as one of
the important stages as the consumer considers all the types and alternatives taking into
account the factors such as size, quality and also price. Backhaus et al (2007) suggested that
purchase decision is one of the important stages as this stage refers to occurrence of
transaction. In other words, once the consumer recognized the need, searched for relevant
30
information and considered the alternatives he/she makes decision whether or not to make the
decision. Purchasing decision can further be divided into planned purchase, partially purchase
or impulse purchase as stated by Kacen (2002) which will be discussed further in detail in the
next chapters. Finally, post-purchase decision involves experience of the consumer about
their purchase. Although the importance of this stage is not highlighted by many authors Neal
et al (2004) argues that this is perhaps one of the most important stages in the consumer
decision making process as it directly affects the consumers’ purchases of the same product
or service from the same supplier in the future. The most noteworthy writers that serve as
academic advocates of The Five Stage Model of consumer decision making include Tyagi
(2004), Kahle and Close (2006) Blackwell
et al. (2006), and others.

CUSTOMER DECISION STYLES

A number of theorists have argued that certain fundamental decision-making styles can be
identified. A decision-making style is defined as a "mental orientation characterising a
consumer's approach to making choices." Sproles and Kendall (1986) developed a consumer
style inventory (CSI) consisting of eight factors, such as price-sensitivity, quality-
consciousness, brand-consciousness, novelty-seeking, fashion-consciousness and habit.
Based on these factors, the authors developed a typology of eight distinct decision-making
styles:

 Quality conscious/Perfectionist: Quality-consciousness is characterised by a

consumer’s search for the very best quality in products; quality conscious consumers
tend to shop systematically making more comparisons and shopping around to
compare quality and value.

 Brand-conscious: Brand-consciousness is characterised by a tendency to buy

expensive, well-known brands or designer labels. Those who score high on brand-
consciousness tend to believe that the higher prices are an indicator of quality and
exhibit a preference for department stores or top-tier retail outlets.

31
 Recreation-conscious: Hedonistic: Recreational shopping is characterised by the
consumer’s engagement in the purchase process. Those who score high on recreation-
consciousness regard shopping itself as a form of enjoyment.
 Price-conscious: A consumer who exhibits price-and-value consciousness. Price-
conscious shoppers carefully shop around seeking lower prices, sales or discounts and
are motivated by obtaining the best value for money
 Novelty/fashion-conscious: characterised by a consumer’s tendency to seek out new
products or new experiences for the sake of excitement; who gain excitement from
seeking new things; they like to keep up-to-date with fashions and trends, variety-
seeking is associated with this dimension.
 Impulsive: Impulsive consumers are somewhat careless in making purchase
decisions, buy on the spur of the moment and are not overly concerned with
expenditure levels or obtaining value. Those who score high on impulsive dimensions
tend not to be engaged with the object at either a cognitive or emotional level.
 Confused (by over-choice): characterised by a consumer’s confusion caused by too
many product choices, too many stores or an overload of product information; tend to
experience information overload.
 Habitual / brand loyal: characterised by a consumer’s tendency to follow a routine
purchase pattern on each purchase occasion; consumers have favourite brands or
stores and have formed habits in choosing, the purchase decision does not involve
much evaluation or shopping around.

The Consumer Styles Inventory (CSI) has been extensively tested and retested in a wide
variety of countries and purchasing contexts. Many empirical studies have observed
cross-cultural variations in decisions styles, leading to numerous adaptations or
modifications of the CSI scale for use in specific countries. Consumer decision styles are
important for marketers because they describe behaviours that are relatively stable over
time and for this reason, they are useful for market segmentation.

32
NATURE OF CONSUMER BEHAVIOUR:

 It is complex as each customer has a unique set of needs

 It is dynamic in nature, human behaviour is constantly altered by its environment
 It varies from consumer to consumer, product to product and from country to
country
 It is influenced by various cultural, social, personal and psychological factors
 The buying behaviour and pattern of an individual reflects his/her status in the
society.

ELEMENTS/ ASPECTS OF CONSUMER BEHAVIOUR

The core of consumer behaviour is to answer the questions related to the following
aspects:

• Who buys? i.e. Who makes the purchase decision? Who does the actual buying? What
does he actually buy?

• When does a consumer buy? Season, festival, event, holidays, Day of the week, Time of
the day, Buying frequency?

• How does a consumer buy? Buying habits of the consumer, Level of Involvement,
Selection criteria, market trends

• Where does he buy from? Buying Convenience? Buying experience? Situational factors
affecting purchase decision

• Why does he buy? Buying motives of the Customer, Customer needs and expectations,
User taste and preferences

33
SCOPE OF CONSUMER BEHAVIOUR

The scope of Consumer behaviour lies in:

 Demand Forecasting – Estimating the demand for products and services

 Marketing – Understanding the needs, expectations, problems of consumers,
Formulating Marketing Mix Strategies
 Advertising – Understanding human behaviour towards different advertising
appeals and message, selecting the type of media
 Human Behaviour – Understanding the various motives that influence behavior of
a consumer
 Operations – Formulating production, pricing and distribution policies

IMPORTANCE OF CONSUMER BEHAVIOUR

 It helps to understand human behavior and various internal and external motives that
influence human behavior.
 It helps marketers to determine customer needs, expectations, problems, preferences
etc. which help them to estimate demand for a product or service.
 It helps marketers to understand what a customer buys, why he buys it, when and
from who he buys which helps them to formulate an effective marketing mix (4P`s).
 It helps advertisers to understand how consumers react to different advertising
appeals, thereby helping them to select the appropriate media and advertising message
for a particular target audience.
 It helps organizations to analyze market opportunities and develop competitive
strategies accordingly.
 It helps in rapid introduction of new products.
 It helps the government to understand the social and economic trends in the country
and formulate policies regarding price controls, subsidization, consumer protection
etc.

34
APPLICATIONS OF CUSTOMER BEHAVIOUR :

1. ANALYSING MARKET OPPORTUNITY :

Customer behaviour study helps in identifying the unfulfilled needs and wants of customers.
This requires examining the trends and conditions operating in the marketplace, customers'
lifestyles, income levels and emerging influences.
The trend towards increasing number of dual income households and greater emphasis on
convenience and leisure have led to emerging needs for household gadgets such as washing
machine, mixer grinder, vacuum cleaner and childcare centres etc.
Mosquito repellents have been marketed in response to a genuine and unfulfilled consumer
need.
2. SELECTING TARGET MARKET :
A review of market opportunities often helps in identifying distinct consumer segments with
very distinct and unique wants and need.
Identifying these groups, learning how they behave and how they make purchase decisions
enables the marketer to design and market products or services particularly suited to their
wants and needs.
For example, consumer studies revealed that many existing and potential shampoo users did
not want to buy shampoo packs priced at Rs. 60 or more and would rather prefer a low
priced sachet containing enough quantity for one or two washes. The finding led companies
to introduce the shampoo sachet which became a good seller.
3. MARKETING MIX :
Once unsatisfied needs and wants are identified, the marketer has to determine the right mix
of product, price, distribution and promotion. Here too, consumer behaviour study is very
helpful in finding answers to many perplexing questions.
4. USE IN SOCIAL AND NON-PROFITS MARKETING :
Consumer behaviour studies are useful to design marketing strategies by social, governmental
an not-for-profit organisations to make their programmes such as family planning, awareness
about AIDS, crime against women, safe driving, environmental concerns and other more
effective.
UNICEF (greeting cards), Red Cross and CRY etc. make use of consumer behaviour
understanding to sell their services and products and also try to motivate people to support
these institutions.

35
DISADVANTAGES OF STUDY OF CONSUMER BEHAVIOUR:

The marketers study the behaviour of consumer to mold it in favour of their product and
sometimes make fancy claims and use objectionable techniques. They also take the help to
produce and market such products which have no utility. In many cases consumers are
exploited by sexy or otherwise attractive advertisements through the media.

They take full advantage of weaknesses of consumers to mold it in their favour whether it is
scheme of exchange, gifts, lotteries or otherwise. All over the world consumers have been
exploited by sales promotion schemes and campaigns. For instance producers certain
producers claim that use of their tooth paste will guard against germs and cavity.

Producers of medicines claim cure of certain diseases. Producers of hair oils claim that it will
stop falling of hairs and/or new hairs will start growing. Slim centres claim to reduce weight
in magic speedy manner. Someone claims that baldness can be cured by replanting of new
hairs in short period. Someone claims regeneration of vitality even in old person.

Any number of examples can be given but such claims sometimes even by big companies are
only partially true. High priced products are introduced to take advantage of consumers
weakness just by changing shape, packing etc. Customers are attracted by gifts, lotteries,
exchange schemes, etc.

In such cases often claims are exaggerated and benefits in the form of sales promotion
scheme is only to seller and not to buyer. The government in most of the countries has found
that though consumer is the king he is exploited. Hence most of countries have framed and
enacted many acts and regulations to safe guard the interest of consumers.

In India also there are a large number of laws in this direction like Monopoly and Restrictive
Trade Practices Act (MRTP)., Essential Commodities Act., Consumer Protection Act,
compulsory printing of maximum retail price on each packing, weights and Measures Act and
Code of Advertising.

36
 TABLE 1

 Showing customers influence to choose Aura Gold And Diamonds

No. Of Respondents Percentage

Advertisement 4 13
Word of mouth 5 17
Social media 0 0
Others 21 70
Total 30 100

CHART 1
80

70

60

50
Advertisement

40 Word of mouth
Social media
30
Others
20

10

0
Percentage

INTERPRETATION
About 70 percentage of the customers comes to AURA gold as they have long time
relation with the company.

37
 TABLE 2

 Showing the customer’s frequency of visiting jewellery store

No. Of Respondents Percentage
Once a month 2 7
Once a year 11 37
On occasions 17 56
Total 30 100

CHART 2

60

50

40 Once a month
Once a year
30
On occasions

20

10

0
Percentage

INTERPRETATION
The majority of the customers says that they purchase jewellery on occations

38
 TABLE 3

 Showing the customer’s attraction about the organization

No. Of Respondents Percentage

After sales service 6 20
Offers 7 23
Schemes 5 17
Making charge 12 40
Total 30 100

CHART 3

40
35
30 After sales service
25 Offers
20 Schemes
Making charge
15 Making charge
Schemes
10
Offers
5
0 After sales service

Percentage

INTERPRETATION
From the estimation we can see that 40% of the customers are attracted to the less
making charge and 23% of them are by the offers offered by the company. 20% of the
need after sales service and 17% of them likes the schemes available.

39
 TABLE 4

 Showing the jewellery preference of the customer

No. Of Respondents Percentage
Gold 21 70
Silver 0 0
Diamond 9 30
Platinum 0 0
Total 30 100

CHART 4

Percentage
80

70

60

50

40
Percentage
30

20

10

0
Gold Silver Diamond Platinum

INTERPRETATION
From the above diaram, the study reveals that 70% of the customers of AURA gold
prefer gold ornaments whereas 30% of them needs diamond.

40
 TABLE 5

 Showing the purpose of the purchase for the customer

No. Of Respondents Percentage
Fashion 5 16.67
Occasion 10 33.33
Festival 0 0
investment 15 50
Total 30 100

CHART 5

50

50
45
40
33.33
Fashion
35
Occasion
30
Festival
25
16.67 investment
20
15
10
5 0

INTERPRETATION

50% of the customers buy the jewellery as an investment. Nearly 33.3% purchase
jewellery for their occasions and 16,67% of the customers purchase jewellery as it is a
fashion.

41
 TABLE 6

 Showing the influence of customer’s purchase decision

No. Of Respondents Percentage
Offer 3 10
Design 17 56.67
Making charge 8 26.67
Others 2 6.67
Total 30 100

CHART 6

Percentage
60

50

40

30
56.67 Percentage

20

26.67
10
10
6.67
0
Offer Design Making charge Others

INTERPRETATION
As the customers were questioned by the influence their purchasing decision,
56.67%of the customers purchase jewellery buy just by its design, 26.67% customers
decide it by the making charge of the ornament, 10% of the customers like to buy
with an offer and 6.67% of the customers couldn’t decide their option.

42
 TABLE 7

 Showing the influence of price variations in purchase decision

No. Of Respondents Percentage
Strongly agree 8 26.67
Agree 16 53.333
Disagree 6 20
Strongly disagree 0 0
Total 30 100

CHART 7

Percentage
60

53.33
50

40

30
26.67 Percentage

20 20

10

0 0
Strongly agree Agree Disagree Strongly disagree

INTERPRETATION
It shows that 26.67% of the customers strongly agree that there is strong influence
when
The price of gold varies. 53.33% of them agree that they might be influenced and the
other 20% says that they are not influenced by the price variations.

43
 TABLE 8

 Showing the influence of advertisement on purchase decision

No. Of Respondents Percentage
Strongly agree 0 0
Agree 7 23.33
Disagree 22 73.33
Strongly disagree 1 3.33
Total 30 100

CHART 8

Percentage
3.33 0

23.33

Strongly agree
Agree
Disagree
Strongly disagree

73.33

INTERPRETATION
It shows that about 73.3% of the customers answered disagree and 3.33% of them has
strongly disagreed about the influence of advertisement on their purchasing decision.
Only 23.3% of the customers agreed that they are influenced by the advertisements.

44
 TABLE 9

 Showing the customers rating in the product quality and pricing

No. Of Respondents Percentage
4 11 36.67
3 19 63.33
2 0 0
1 0 0
Total 30 100

CHART 9

Percentage

36.67

4
3
63.33
2
1

INTERPRETATION
36.67% of the customers are very happy with the product quality and pricing offered
by the company, and the remaining 63.33% of them are satisfied with it.

45
 TABLE 10

 Showing the customers opinion about the organization which is to be made better
No. Of Respondents Percentage
Product quality 2 8.33
Pricing 4 16.67
Infrastructure facility 12 50
Customer service 6 25
Total 24 100

CHART 10

Product quality
Pricing
Infrastructure facility
Customer service

INTERPRETATION
About 50% of the customers had an opinion that the infrastructure facility should be made
better. 25% of them need a better customer service, 16.67% of them need some more price
negotiations and 8.3% customers says that product quality should made better.

46
 TABLE 11

 Showing the customers favourite jewellery

No. Of Respondents Percentage
Ring 11 36.67
Bangles 6 20
Necklace 11 36.67
Earring 2 6.67
Total 30 100

CHART 11

Earring

Necklace

Series1
Bangles

Ring

0 2 4 6 8 10 12

INTERPRETATION
As per the customers answered, both the rin and necklace is the favourite ornaments
for them with a percentage of 36.67 for both of them. There are 20% banle lovers and
6.6% only had the first choice with earring.

47
 TABLE 12

 Showing the customer rating on showroom display

No. Of Respondents Percentage
4 7 23.33
3 18 60
2 5 16.67
1 0 0
Total 30 100

CHART 12

20
18
16
14
12
10
8 Series2

6
4
2
0
1 2 3 4

INTERPRETATION
83.33% of the customers have ot a good impression on the showroom display. A
16.67% says that it should be made little bit better.

48
 TABLE 13

 Showing the customers rating on service offered

No. Of Respondents Percentage
Very Good 9 30
Good 12 40
Bad 9 30
Very bad 0 0
Total 30 100

CHART 13

30 30
Very Good
Good
Bad
Very bad

40

INTERPRETATION
From the above fiures we can see that 30% of the customers ave very good and 40%
of the customers answered good for the service offered to them. But 30% of the
customers had got a bad impression on the customer service.

49
 TABLE 14

 Showing the customers rating on location of the showroom

No. Of Respondents Percentage
Very Good 11 36.67
Good 13 43.33
bad 6 20
Very bad 0 0
Total 30 100

CHART 14

50
40 43.33
36.67
30
20
20
10
0
Very Good 0 Series1
Good
Bad
Very bad

INTERPRETATION
36.6% of the customers gave full rating to the location facility, 43.3% of them are
satisfied and the other 20% of the customers have got a bad impression on the
showroom location.

50
 TABLE 15

 Showing the customers rating on ambience of the showroom

No. Of Respondents Percentage
Very Good 10 33.33
Good 20 66.67
Bad 0 0
Very bad 0 0
Total 30 100

CHART 15

00

33.33
Very Good
Good
Bad
Very bad
66.67

INTERPRETATION
33.3% of the customers are very happy with the showroom ambience and the other
66.6% of the customers are satisfied.

51
 TABLE 16

 Showing whether the customers are happy with the showroom facility or not
No. of Respondents Percentage
YES 30 100
NO 0 0
Total 30 100

CHART 16

NO
Percentage YES
100

0 20 40 60 80 100

INTERPRETATION
The above statistics shows that each and every customers are happy with the
showroom facility available at Aura gold and diamonds.

52
 TABLE 17

 Showing the customers reply for the question “Would you like to prefer jewellery from Aura
Gold and Diamonds when you purchase gold again?”

No. of Respondents Percentage

YES 30 100
NO 0 0
Total 30 100

CHART 17

100
90
80
70 YES
60
NO
50
40
30
20
10
0
Percentage

INTERPRETATION
It shows that 100% of the customers like to purchase again from Aura gold and
diamond.

53
FINDINGS
 Customers says that long relationship with the company is the major factor
that influence customers purchase decision in Aura gold.
 Customers visit gold showrooms mainly on occasions.
 More attracted attribute by the customers of Aura gold in making charge.
 Among different types of jewellery, majority of the customers prefer Gold.
 There are mainly two main purpose for customers to purchase gold. ie, as an
investment and for various occasions.
 Price variation in gold affect customers in purchase of jewellery.
 Customer rating compared with other competitors of Aura gold and diamonds
was showing a good result. Favouring rating was given by customers
 Some customers were showing a dissatisfaction towards less parking facility.
 Most purchased jewellery by customers were Ring and Necklace.
 Comparatively showroom display is good.
 Some of the customers have are not satisfied with the showroom location.
 Majority of the customers believe that gold is a good investment option.

54
SUGGESTIONS
 Find a better parking area for customer satisfaction.
 The organization should provide more human resource training so as to improve the
customer relationship.
 Provide their products according to the price


55
CONCLUSION

The project work titled “customer buying behaviour” have made an attempt to find out the
factors that affect the buying decision of the customers in case of jewellery products. From
this it is clear that various factors like jewellery design, making charge, price variations has
more influenced in the customers buying decision.

56