CHAPTER - 1

INTRODUCTION

1
 A STUDY ON BUYER'S BEHAVIOUR TOWARD'S GOLD
JEWELLERY AND SATISFACTION ON BRANDED GOLD
JEWELLERY AMONG WOMEN'S WITH SPECIAL REFERENCE TO
COIMBATORE CITY

CHAPTER - 1

1.1. INTRODUCTION

India is the largest customer of gold in the world, followed by China and Japan. Indian Gold
Market looks poised to achieve greater heights given the fascination for gold in the country.
India consumes about 800 MT of gold which accounts to about 20% consumption of gold
globally. More than 50% of this is used for making gold jewelry. In India, gold jewelry is a
store of value, a symbol of wealth and status and a fundamental part of many rituals. In the
last decade, 75 per cent of gold demand in India has taken the form of jewelry. More than
two-thirds of that demand comes from the country ‘s rural population, where a deep affinity
for gold goes hand in hand with practical considerations of the portability and security of
jewelry as an investment.This article is intended to study the buying intentions of the
consumer on various aspects of Gold Purchase in the City of Coimbatore.

In India, the gold market is mostly for buying and selling actual gold and gold in the form of
jewelry. It's regarded as a symbol. Because of the high demand for gold in the country, the
current economic trend is to restrict consumption by hiking import duties and restricting the
import of gold coins and medallions. However, marketing has raised consumer knowledge of
metal purity, the value of hallmarking, and quality assurance, among other things. Digital
media has transformed the way people interact with brands and form opinions.

The jewelry market in India is anticipated to nurture at a Compound Annual Growth Rate
(CAGR) of 15.95 per cent over the period of 2014-2019, according to the findings of
“Research and Markets”.

The Gold market in India is predominantly a market for buying and selling physical gold and
gold in the form of ornaments. It is considered as a symbol. In the current economic trend, the
consumption is curbed by raising the import duty and prohibiting the import of gold coins

2
and medallions, because of the drastic demand for gold in the country. Marketing, though,
has also led to more awareness about purity of the metal, the importance of hallmarking and
guarantee of quality among others in consumers. The digital media has changed how public
experience brands and put together their perceptions. Customers in India are becoming extra
aware and quality conscious. Even in present times, Jeweler remains the India bride Streedha
the wealth she takes with her which she marries and which remains hers

While buying the jewelry product seeking for service. It depends on the advertisement and
displaying magnesium. Consumer behavior is concerned with what they buy it, when, from
where and own they buy it and how often they buy it. Taking into account the inevitable
position of gold industry in our nations „economy and culture. In few years consumer’s
buying behavior of gold jewelry increased. Jewelers are very popular among farmers, with an
upsurge in gold sales after a good agricultural season. Various benefits to health and well-
being were ascribed to jewelry. There were numerous beliefs concerning the efforts of
specific types of jewelry on the health, and it was used to guard against specific diseases such
as smallpox. It is valued in India as a savings and investment vehicle and is the second
preferred investment option after deposits and mutual funds. Its consumption is much higher
in India than in other countries.

Jewelry has been significant adornment for Indian women since ages. Its significance in
Indian woman’s life can be judged from the number of jewelry gifts she receives on a variety
of auspicious occasions in her life irrespective of her economic status. Indian women’s
decorate themselves with ornaments is not just customary but has lot of values attached to it.
Jewelry in India is not just considered as status but it is also considered as great security in
time of financial crisis due to its value.

3
1.2. STATEMENT OF THE PROBLEM

One of the most important developments in jewelry market has been the enormous growth of
the industry over the past two decades. The benefits of jewelry sector can be seen in the form
of large-scale industrial development, increased employment opportunities, higher turnover
as well as revenue generation to the government etc... It has been analyzed in this article is
the intentions of the consumer towards purchase of gold specifically from Coimbatore city to
understand their feedback about the value added to the products for which the consumers are
willing to opt each and every time of purchase from a specific jewelry outlet of Coimbatore
City. The prime function of this sector is “the creation and delivery of consumer needed
services in a consumer satisfying manner”.

Therefore, it becomes necessary to understand whether the consumers are satisfied with the
price of the product, purity, reputation, reliability of the store and variety, design,
workmanship, etc. which are prime factors makes the consumers walk-in frequently into the
same jewelry outlet on every purchase. Also, whether the attributes such as range of
collection, economy of wastage and making charges, discounts, offers and reasonable
exchanges, sales personnel hospitality from which the consumers are satisfied to buy the
jewelry from the same store. Problem in any of these aspects shall lead the consumers to look
out for options on their subsequent purchases.

1.3. SCOPE OF STUDY

 The study focuses on the current trend in branded jewelry sales and is limited to
the current year. It is based on the views of respondents, making the results may
not be universally applicable.
 The conclusions are applicable only to the area studied and cannot be generalized
to other similar situations. The sample size is small and drawn from Coimbatore,
making it difficult to generalize the findings.

4
1.4. OBJECTIVES

Though the main objective of the present study is to identify the women perception towards
branded gold, the following specific objectives have been framed:

 To study the consumers intentions to purchase branded gold selected jewelers in

Coimbatore city.
 To measure female customers‟ intension of branded Jewelry purchase.
 To study understand and analyze the branded Jewelry market.
 To investigate how female consumers behave while purchasing gold jewelry
 To comprehend the purpose, spending limit, and frequency of jewelry purchases.
 To ascertain the knowledge and inclination of female consumers regarding branded
jewelry.
 To ascertain and evaluate the degree of pleasure that female consumers have while
purchasing gold jewelry from reputable retailers

1.5. LIMITATION OF STUDY

Only about 100 female responders in total were included in the research.

 The study was focused only in the Coimbatore city. Finding of the study purely
depends upon the responses given by respondents.
 The conclusions drawn from the study are applicable only to the area studied. Any
other similar situation and wide generalization o other dissimilar areas are not
desirable.
 The information and data supplied by the respondents served as the foundation for
the study's conclusions. Because the research only included the perspectives of 100
participants, its conclusions might not apply to everyone.

5
1.4. RESEARCH METHODOLOGY

This chapter describes the methods applied for the study in details. Research methodology is
the process or strategies used to identify, pick, techniques, and examine statistics about a
topic. The research adopted random sampling method to conduct the study. The data
inclusive of measurable and qualitative data as well together from various sources including
like various books, research articles, newspapers, and websites is used for the purpose of
study.

1.7. AREA OF STUDY

The study is conducted among the students, private employees, government employees,
businessmen and professionals with in the city of Coimbatore

6
 CHAPTER - 2
REVIEW OF LITERATURE

7
 CHAPTER - 2

2.1. REVIWE OF LITERATURE

This section includes a review of past research that is pertinent to the current topic that has
been done both inside and outside the subject area.

1. According to S. Praveenkumar's research from 2019, gold is heavily marketed in India

for physical purchases and sales as well as for use in decorations. It is valued as a savings and
investment option that is suggested in India. Consumer awareness is the process through
which consumers analyze a particular product and reach their own conclusions. The success
of a business depends on its ability to draw in and keep consumers eager to buy products at
prices that are lucrative for the company. The goal of the study is to comprehend how
consumers in the Coimbatore area choose to purchase gold jewelry.

Therefore, it's crucial to examine people's distinctive purchasing patterns and accept
modifications based on what today's stylish consumers want. Consequently, the researcher
has made this study to understand the buying behavior of consumers towards gold jewelers in
Coimbatore district, Tamil Nadu.

2. According to Dr. C. Palanichamy study from 2019. India uses gold for a variety of
purposes, and wearing it has a number of consequences. It is said to be a status sign. India is
thought to have the world's fastest-growing gold jewelry market. It is regarded as a valuable
savings and investment vehicle in India and is the second most popular investment choice
after mutual funds and deposits.

3.Shikha Pareek Joshi and Dr. Harsh Dwivedi (2016). Sales will rise on important events
like weddings and birthdays. Businesses choose the right brand. We'll go over the purchasing
power of the lower, middle, and upper classes. There will be more revenue and marketing in
the fashion wear industry.

Three factors will influence consumer behavior: price, quality, and variety. Gold imports
would be made possible by MMTC and SBI, and international banks will give India billions.

The spectrum of designs is defined by NIFT and IIGJ Pearl Academy. In every jewelry store,
there are several marketplaces.

8
4. A. Joseph Xavier and G. Kamalam (2015) state that consumers took into consideration
their level of interest in the manufacturing of jewelry. Customers are interested in buying a
product, and the business consequence is favorable. Jewelry is ornamental items composed of
gemstones and precious metals like gold and silver. Calculate the investment of an average
Indian jeweler between 1980 and 1990. A diamond weighing eighteen carats was created
early on, but it was unpopular, therefore it was preferable to give up on the project. Across
the nation, retailers such as Tanishq, Oyzterbay, Gili, and Carbon have started up shop.

Customers only trusted them and their family. Jewelers use attractive designs and affordable
costs to try to change people's perceptions.

There is fierce rivalry among branded and local jewelers. At last, gold is significant in
everyone's life.

5. Berad, N. R. et al. (2015) found that the following factors affect a customer's decision to
buy jewelry: design, price, purity, image, variety, display, service, promotion & offers, family
& friends. This was found in their study "A comparative study on the consumer's preference
towards branded jewelry over non-branded jewelry in Nasik city."

6.According to Devi, Y. (2015) in their article "A study on consumers’ awareness and
perception about branded jewelry." Customers choose the Tanishq brand over all others.

7.Ramachandran, K. K., and Karthick, K. K. (2014) expressed the opinion that branded
jewelry items have brought about a kind of revolution in the jewelry sector. The primary
allure of branded jewelry is that it has a distinct style that sets it apart from unbranded
jewelry.

8.In their researchVadra, R. & Malhotra, G., G. (2014) examined how customers'
purchasing habits are shifting from content to design in jewelry, or trendy jewelry.

9.Raju, K. V. & Kumar, D. P. (2013) said that factors such as price, purity, design, variety,
brand image, and influence from friends and family are what motivate people to purchase
jewels.

10. Anderson Katherine and Sharp Byron (2011) investigated in their study how various
age groups perceive brands differently. Even men and women have differing opinions when it
comes to selecting a brand of gold.

9
11. Priya M. Lakshmi and Suganya S. (2009) investigate in "A Study on Customer
Preference and Satisfaction toward Gold Jewelry" the idea that the Indian jewelry industry
ought to concentrate on creating brands that are synonymous with excellence and openness.

Thus, the topic of this study is jewelry purchasers' shopping habits in Coimbatore. The
study's findings demonstrate that customers have bought gold jewelry as an investment.
Design has been seen as a significant influence affecting the consumers purchase decision
followed by purity.

12. V. Vijay Durga Prasad (2010) carried out a study on “A Study on Luxury Products
ofJewelry” This research paper examines the role of Hallmarking in curbing the cheating on
cartage of gold jewelry. A study was carried out to understand the perception of customers
purchasing gold ornaments and their awareness levels on the concept of hallmarking. Though
Government of India in April 2000 introduced voluntary hallmarking of gold jewelry through
Bureau of Indian Standards most of the jewelers are selling partial of stock with hallmark.
Questionnaire was administered to a random sample of 285 respondents from in Vijayawada
city in Andra Pradesh. Cross Tabulation, Chi-Square Test for testing of Independence
between two attributes. Suggestions were offered to create more awareness among customers
as findings revealed that few were aware about BIS Hallmarking.

13.Rekha G &Vishnupriya R, (2019), studied the awareness about investment avenues, the
investment pattern of working women and factors influencing their investment decision using
both primary and secondary data among 148 respondents at Coimbatore city found that
investment for ‘Children education’ was the most influential factor. It was also found that
there was significant difference in the factors influencing investment among employees
belonging to various occupations.

14.Amsaveni M &Nithyadevi M, (2018), studied to identify the investment pattern among

working women and to study the level of attitude among them towards investment avenues
among 100 working women in Trippur district found that the most influencing factor was
profitability and the second factor was safety followed by liquidity, prestige, stability,
transferability and speculation.

15.AJAY KIRSHANA.G& M. NANDHINI (2017), “entitled as “brand preference and

purchase intention towards gold jewelry with special reference to school teacher to Kottayam
district.” “The study attempts to calculate the customer purchase intention and brand

10
preference towards gold jewelry. The study makes use of primary and secondary data. The
result explain that teacher are motivated to purchase gold jewelry because of the social status,
variety brand name, word of mouth publicity, advertisement, price etc.…also found that.

16.Jojo K Joseph (2014), in his study, „Consumer behavior in the gold jewelry market of
Kerala‟, identifies that though advertisements given by gold jewelers are obliging in
positioning the retailer in the market, the advertisements do not have a noteworthy positive
power on any of the respondent categories in deciding their purchase behavior. Also, the
respondents who are occupied in agriculture and business have adopted an unconstructive
stand about the power of advertisement on their gold purchase.

17.Mimnun Sultana, Parag Jafar Siddique and Saiful Islam (2015), in their study, „Factor
Analysis of Consumer Behavior in Jewelry Business: An Empirical Study on Bangladesh‟,
identifies three major factors drive the customers when they purchase gold jewelry are
operational and marketing, perceived quality, and service ability and conformance. Also, the
customers prefer to buy plain gold instead of other fancy jewelry items.

18.C Gomathy and N Yesodha Devi (2015), in their study, „Consumer behavior in purchase
of Gold Jewelry –An analytical study‟, reveals that Consumers have purchased gold jewelry
for the purpose of investment and most of the consumers purchase gold jewelry because it
helps them at the time of emergency.

19.Priyanka Gautam and Urmila Thakur (2015), in their study, „A study on consumer
preferences among branded and non-branded jewelry‟, reveals that brand image is a
significant factor which influences the consumers buying behavior, so jewelers should
maintain their good image in market. Also, the level of contentment that the population has
for branded jewelry is superior to the non-branded jewelry so making branded jewelry is
more popular.

20.K Prabha Kumari and M Anitha (2016), in their study, „A study on consumer
preference towards gold jewelry shop in Erode city‟, reveals that the spending power of the
consumer may diverge from one to one based on demographic and psychological factors in
order to generate buying behavior the shoppers have to offer schemes as per the spending
power of the consumers.

11
CHAPTER - 3
HISTORY

12
 CHAPTER – 3

3.1. HISTORY OF COMPANY

TANISHQ

Tanishq is an Indian jewelry brand and a division of Titan Company. Founded in

1994, Tanishq is headquartered in Bangalore, and has 410 retail stores across more than 240
cities in India, UAE, the US, Singapore and Qatar.

13
PROFILE
Tanishq (India) Limited is a non-govt company, incorporated on 14 Aug, 1996. It's a public
unlisted company and is classified as ‘company limited by shares.

Company's authorized capital stands at Rs 300.0 lakhs and has 64.377304% paid-up capital
which is Rs 193.13 lakhs. Tanishq (India) Limited last annual general meet (AGM) happened
on 18 Jul, 2011. The company last updated its financials on 31 Mar, 2011 as per Ministry of
Corporate Affairs (MCA).

Company is registered in Bangalore (Karnataka) Registrar Office. Tanishq (India) Limited

registered address is GOLDEN ENCLAVE, TITAN TOWERAIRPORT ROAD,
BANGALORE KA 560017 IN.

HISTORY

By the end of the 1980s, Titan launched Tanishq, which focused largely on exports to
European and American markets, in an attempt to increase its foreign exchange reserves. In
the early 1990s, India's exchange crisis was resolved, and Titan Company shifted the focus of
the brand to the Indian market. A pilot plant was set up in August 1992 and the production
began in 1994, and Tanishq's first store opened in 1996. Tanishq was the first jewelry retail
chain in India.

The first years of Tanishq recorded consistent losses. In 2000, Managing Director Xerxes
Desai chose Bhaskar Bhat to succeed him. Starting in 2000, its net worth started to grow, and
by 2003, Tanishq was among the top 5 retailers in India, and made up 40% of the Titan
Company's revenue.

Tanishq made the beauty pageant crowns for the Femina Miss India 2007. By 2008, Tanishq
had 105 stores in 71 cities in India. In 2011, the Tanishq group launched the sub-brand called
Mia for working women. In November 2012, Tanishq opened its 150th showroom in India.

14
SREE KUMARAN THANGAMALIAGAI

PROFILE

Sree Kumaran Thangamaligai as we have been part and parcel of “The Chennai Silks group”
since 1962, we uphold the visionary values of our founder Shri. A Kulandaivel Mudaliar,
who envisioned a bright future, one that would transcend time and for generations to come. It
was his vision that revolutionized a humble weaving unit into a conglomerate with diverse
business interests as what we are today. His extraordinary spirit continues to inspire us to
scale greater heights of success in all our endeavors…

15
HISTORY

Sree Kumaran Thangamaligai (GajaanandaJewellery Mart India Private Limited) is a

shopper’s paradise for exquisitely crafted & imported jewelry. SKTM is a fast-emerging
preferred destination for quality jewelry showcasing fine creations from classic designs that
reflect the convergence of traditional collections to modern artistic Jewelry in gold, diamond,
platinum, silver, and other precious stone ornaments with low labor charges & affordable low
wastage cost. We are familiar with our attractive lightweight jewel design collections. You
can even get the jewel customized by placing an order according to specifications for those of
your special occasions in life.

At current, we have 51+ world-class reputed showrooms across Tamil Nadu located at
Tirupur, Avinashi, Coimbatore, Coimbatore Airport, Udumalpet, Erode, Bhavani, Sathya
Mangalam, Gobichetipalayam, Trichy, Chennai, T.Nagar, Velachery, Chrompet, Tiruvallur,
Karur, Tirunelveli, Namakkal, Madurai, Ooty, Salem, Vellore, Villupuram, Hosur, Krishna
Giri, Kumbakonam, Tuticorin, Thanjavur, Mettupalayam, Rajapalayam, Virudhachalam,
Pudukkottai, Sivakasi, Puducherry,
Tiruvannamalai, Harur, Nagercoil, Cumbum, Theni, Tenkasi, Palani, Aruppukottai,
Hyderabad-(kukatpaly&Mehadipatanam), and also with our Sree Kumaran connect
showroom with our eternal valuable customer support.

16
GRT

PROFILE

GRT Jewelers (India) Private Limited is a non-govt company, incorporated on 14 Jul, 1992.
It's a private unlisted company and is classified as ‘company limited by shares'.

Company's authorized capital stands at Rs 475.0 lakhs and has 98.94737% paid-up capital
which is Rs 470.0 lakhs. GRT Jewelers (India) Private Limited last annual general meet
(AGM) happened on 28 Sep, 2017. The company last updated its financials on 31 Mar, 2017
as per Ministry of Corporate Affairs (MCA).

GRT Jewelers (India) Private Limited is majorly in Manufacturing (Metals & Chemicals, and
products thereof) business from last 32 years and currently, company operations are active.

Company is registered in Chennai (Tamil Nadu) Registrar Office. GRT Jewelers (India)
Private Limited registered address is NO. 138, USMAN ROAD, T.NAGAR CHENNAI TN
600017 IN.

17
HISTORY

Southern India’s fascination for gold is evidenced long before the Sangam period. Along with
the cultural awakening during the Sangam days, the three prosperous dynasties, Pandya,
Chola and Chera played their parts in making gold jewelry an integral part of celebrations
and auspicious occasions.

Derived from ancient Tamil literature, and as depicted in the sculptures, there are detailed
records of the different types of jewelry worn by women during those years. Apart from gold,
ornaments were also made of silver, copper and brass and were worn on the head, nose, ears,
neck, waist and feet. The jewelry was designed with intricate filigree and laid with diamonds
and precious gems (Navaratnam), prompting a new category in the field of jewelry design.

Inspired by traditions

GRT – a family-run jeweler that is today, a household name in South India, are among the
top Jewelers that struck the perfect balance between traditional favorites and modern must-
haves … earning the loyalty of jewelry connoisseurs.

When G. Rajendran founded GRT in 1964 in Chennai (formerly Madras), a legacy was born.
In the subsequent years, GRT adorned its reputation with trust and credibility with the purity
of ornaments, and the dedication of generations.

The brand’s rich lineage and superior craftsmanship elevated GRT into a household name
over the years. Every individual milestone and auspicious family occasion was graced by a
GRT-crafted piece as a token of appreciation, an expression of love or as a mark of respect

Growing confidence Stringing together a set

of national and global awards and accolades for quality and service, GRT today stands proud
with 48 stores across India, each offering customers the widest collection and choicest
designs in gold, silver, platinum and diamond jewelry.

18
JOYALUKKAS

PROFILE

Joy Alukkas is an Indian businessman from Kerala. He is the chairman and managing
director of Joyalukkas Group. According to a 2023 Forbes report, he has a net worth of $3.1
billion.

In February 2023, the Income Tax Department confiscated assets worth ₹305 crore of Joy
Alukkas group as part of the raid on alleged black money transfers.

ED has successfully resolved the case of financial transfer via Hawala Channels from India to
Dubai, Joy Alukkas, the Chairman of Joy Alukkas India Pvt Ltd, had assets valued at
₹305.84 crore attached by the Directorate of Enforcement in February 2023.

19
HISTORY

In 2001, Alukkas founded Joy Alukkas Jewelry. The group is based

in Thrissur, Kerala and Dubai.

In 2007, he opened a gold & diamond jewelry showroom, and a "Diamond Cave" in Chennai,
India.

In 2012, Joyalukkas was authorized to sell Forever mark branded diamonds from De Beers.

In 2018, Income Tax DepartmentKochicarried out an IT raid on over 130 showrooms and
premises related to the group, and found tax evasion and unaccounted sales of gold jewelry to
the tune of ₹500 crore.

Other businesses headed by Joy Alukkas include Mall of Joy, a shopping retail destination,
Jolly Silks, a silk fashion label, Joyalukkas Exchange, a money exchange platform, and
Joyalukkas Lifestyle Developers, a real estate company.

As part of an investigation into suspected black money transfers, the Income Tax
Departmentseized Joy Alukkas Group assets valued at ₹305 crore in February 2023.

20
MALABAR GOLD AND DIAMONDS

PROFILE

Malabar Gold & Diamonds is an Indian jewelry group headquartered in Kozhikode, Kerala.
The company was founded by M. P. Ahammed in 1993. As of May 2023, it owns more than
330 showrooms across 11 countries, making it one of the largest chains of jewelry retailer in
the world. The company also owns Malabar Watches, a network of luxury watches boutiques
operating across India.

HISTORY

The Malabar Gold & Diamonds was established in 1993 by M. P. Ahammed. Since 2000, the
company has been on an expansion and was reported to be a group worth ₹500 crore in
2005. The company claims that they are the first brand to offer only 100% BIS hallmark

21
gold. Though the company is mainly committed to India, they are also present across the Gulf
and Far East markets. In 2012, the company had a turnover of ₹12,000 crore and by the end
of 2013, it posted a turnover of ₹22,000 crore. By 2017, the group had opened 27 stores
across nations.

On 12 January 2018, the company opened 11 outlets in a single day across the globe setting a
new record. The number of outlets reached 208 with this launch. Out of the 11 outlets
opened, 8 were located in the Gulf region. The new showrooms were established in AL-
Hazana Lulu, Al-Khail Mall, Al- Buhaira Lulu, Ajman City Center and Sahara Centre in
the UAE, Lagoona Mall and Mall of Qatar in QATAR, AMK Hub in Singapore, Muscat City
Centre in Oman, Warangal in Telangana, and in Ampang Mall in Malaysia.

By 2018, the company had 215 stores across 9 countries with the highest number of stores in
India. The Indian market also accounts for about a third of the company’s revenue. The same
year, Malabar Gold & Diamonds opened their first showroom in the U.S market. This outlet
in Chicago which was also group’s 250th outlet was inaugurated by Neeta Bhushan, Counsel
General of India. Later, the company legally converted its UAE operations covering Saudi
Arabia, Bahrain and Oman into 100% ownership.

In January 2023, the company launched its 300th global showroom in Dallas, Texas, United
States. With the opening of this showroom, Malabar Gold & Diamonds became the 6th
largest jewelry retailer in the world.

22
LALITHA

HISTORY

Headed by Dr.M. Kiran Kumar, a dynamic personality with a vision to change the face of
jewelry trade in the country, LalithaaJewelry today runs fifty-two large format showrooms
across South India including one of the world’s largest showrooms measuring 130000 sq.ft.
located in Hyderabad. His vision to bring in transparency in gold pricing thereby negating the
need to bargain has been a laudable effort. Having gone through the hardships in life at a very
young age, he is very sensitive and respects the value of every rupee of the hard-earned
money that customers spend on jewelry. One of the high points of his illustrious career has
been to innovatively bring down the wastage charges of jewelry, making gold that much

23
more affordable for buyers. LalithaaJewelry in fact offers the lowest wastage charges in
India.

A pioneer of sorts, Lalithaa Jewelry has several firsts to its credit. The company was among
the first to introduce Hallmarking of jewels to establish the authenticity of gold used; was the
first to waive making charges on jewels; and is the only company to offer Gold jewels at
manufacturing prices for the lowest V.A.Charges in the market.

PROFILE

Lalithaa Jewelry, South India’s largest jewelry chain. Founded in 1985, the journey over the
years has been inspiring and has garnered the trust of innumerable customers. Lalithaa
Jewelry draws inspiration from the fact that customers are empowered to make educated
decisions when it comes to buying something that has a sentimental value; namely gold.

The novel initiative of ‘click and compare’ which gives customers the choice of clicking the
picture of their dream jewel on their mobile to check for the best price across different
showrooms is a game changer in the jewelry trade.

24
 CHAPTER - 4
ANALYSIS AND INTERPRETATION

25
 DATA ANALYSIS AND INTERPRETATION

4.1.PERCENTAGE ANALYSIS

4.1.1.TABLE SHOWING AGE OF THE RESPONDENTS.

Options Respondents Percentage

19-30 years 72 72.0
31-50 years 21 21.0
Below 18
7 7.0
years
Total 100 100.0

INTERPRETATION

The above table is observed as 7% of respondents are below 18, 72% of respondents are
between 19 – 30 years, 21% of respondents are between 31 – 50 years and 0% of respondent
are above 51 years.

4.1.1. CHART SHOWING AGE OF THE RESPONDENTS.

26
4.1.2. TABLE SHOWING MARTIAL STATUS OF THE RESPONDENTS

Options Respondents Percentage

Married 32 32.0
Un – Married 68 68.0
Total 100 100.0

INTERPRETATION

The above table is observed as the Martial Status of respondents, 32% of respondents are
Married, 68% of the respondents are Unmarried.

4.1.2. CHART SHOWING MARTIAL STATUS OF THE RESPONDENTS

27
4.1.3. TABLE SHOWING EDUCATION OF THE RESPONDENTS

Options Respondents Percentage

Diploma/ Others 1 1.0
Illiterate 1 1.0
PG 26 26.0
SSLC/ HSC 12 12.0
UG 60 60.0
Total 100 100.0

INTERPRETATION

The above table is observed as the Qualification level of respondents, 1% of respondent are
Illiterate level, 12% of the respondents are SSLC/HSC, 60% of respondents are UG, 26% of
respondents are PG, 1% of the respondent are Diploma/Other.

4.1.3.CHART SHOWING QUALIFICATION OF THE RESPONDENTS

28
4.1.4. TABLE SHOWING PROFESSION OF THE RESPONDENTS

Options Respondents Percentage

Business 16 16.0
Government Employee 14 14.0
Others 23 23.0
Student 47 47.0
Total 100 100.0

INTERPRETATION

The above table is observed as Profession of the respondents, 47% of respondents are
Students, 16% of the respondents are Business, 14% of respondents are Government
Employee, 23% of respondents are Others.

4.1.4. CHART SHOWING OCCUPATION OF THE RESPONDENTS

29
4.1.5.TABLE SHOWING NO. OF FAMILY MEMBERS OF THE
RESPONDENTS

Options Respondents Percentage

4-6 38 38.0
Above 28 28.0
Up to 4 34 34.0
Total 100 100.0

INTERPRETATION

The above table is observed as No of Family Members of the respondents, 34% of

respondents are up to 4, 38% of the respondents are 4-6, 28% of respondents are Above 6.

4.1.5. CHART SHOWING NO. OF FAMILY MEMBERS OF THE

RESPONDENTS

30
4.1.6. TABLE SHOWING THE INCOME LEVEL OF RESPONDENTS.

Options Respondents Percentage

11000- 20000 13 13.0
21000- 30000 18 18.0
31000- 40000 23 23.0
Above 40000 37 37.0
Below 10000 9 9.0
Total 100 100.0

INTERPRETATION

The above table is observed as the income level of 9% of respondents are below 10000, 13%
of respondents are between 11000 – 20000, 18% of respondents are between 21000 – 30000,
23% of respondents are between 31000 – 40000 and 37% of respondents are Above 40000.

4.1.6. CHART SHOWING THE INCOME LEVEL OF RESPONDENTS

31
4.1.7. TABLE SHOWING HOW OFTEN DO YOU PURCHASE GOLD
JEWELERY

Options Respondents Percentage

Monthly 5 5.0
Occasionally 29 29.0
Whenever required 41 41.0
Yearly 25 25.0
Total 100 100.0

INTERPRETATION

The above table is observed as the how often do you purchase gold jewelry of 5% of
respondents are monthly, 25% of respondents are yearly, 29% of respondents are
occasionally, 41% of respondents are whenever required.

4.1.7. CHART SHOWING HOW OFTEN DO YOU PURCHASE GOLD

JEWELERY

32
4.1.8. TABLE SHOWING WHICH SHOP DO YOU PREFER TO
PURCHASE GOLD JEWELRY

Options Respondents Percentage

GRT 16 16.0
Joyalukkas 14 14.0
Lalitha 12 12.0
Malabar gold & diamonds 20 20.0
Others 6 6.0
Sree Kumaran 21 21.0
Tanishq 11 11.0
Total 100 100.0

INTERPRETATION

The above table is observed as the Which shop do you prefer to purchase gold jewelry of
20% of respondents prefer for Malabar gold & diamonds, 21% of respondents prefer for Sree
kumaran, 11% of respondents prefer for Tanishq, 16% of respondents prefer for GRT, 12%
of respondents prefer for Lalitha, 14% of respondents prefer for Joyalukkas, 6% of
respondents prefer for Others.

4.1.8. CHART SHOWING WHICH SHOP DO YOU PREFER TO

PURCHASE GOLD JEWELRY

33
4.1.9. TABLE SHOWING STATE THE REASON FOR CHOOSING GOLD
JEWELRY IN A PARTICULAR SHOP

Options Respondents Percentage

Antique value 9 9.0
Comfort of wearing 18 18.0
Others 2 2.0
Price 12 12.0
Quality of gold 19 19.0
Trendy 21 21.0
Workmanship 19 19.0
Total 100 100.0

INTERPRETATION

The above table is observed as the State the reason for choosing gold jewelry in a particular
shop of 19% of respondents prefer for Quality of Gold, 19% of respondents prefer for
Workmanship, 18% of respondents prefer for Comfort of Wearing, 23% of respondents
prefer for trendy, 12% of respondents prefer for Price, 9% of respondents prefer for Antique
Value, 2% of respondents prefer for Others.

4.1.9. CHART SHOWING STATE THE REASON FOR CHOOSING GOLD

JEWELRY IN A PARTICULAR SHOP

34
4.1.10. TABLE SHOWING TO WHOM YOU PURCHASE GOLD
JEWELRY THE MOST

Options Respondents Percentage

As a gift 6 6.0
Children's 15 15.0
For own purpose 68 68.0
Other 11 11.0
Total 100 100.0

INTERPRETATION

The above table is observed as the to whom you purchase gold jewelry the most of 6% of
respondents purchase as a gift, 68% of respondents purchase for own purpose, 15% of
respondents purchase for Children’s, 11% of respondents purchase for otherspurpose.

4.1.10. CHART SHOWING TO WHOM YOU PURCHASE GOLD

JEWELRY THE MOST

35
4.1.11. TABLE SHOWING WHAT TYPE OF GOLD JEWELRY
PURCHASED

Options Respondents Percentage

Bangles/Bracelet 23 23.0
Necklace/Chain 35 35.0
Other 6 6.0
Rings 25 25.0
Stud/Earrings 11 11.0
Total 100 100.0

INTERPRETATION

The above table is observed as the What type of gold jewelry purchased of 11% of
respondents purchase Stud/Earrings, 23% of respondents purchase Bangles/Bracelet, 25% of
respondents purchase Rings, 35% of respondents purchase Necklace/Chain, 6% of
respondents purchase Others.

4.1.11. CHART SHOWING WHAT TYPE OF GOLD JEWELRY

PURCHASED

36
4.1.12. TABLE SHOWING STATE THE PURPOSE FOR PURCHASING
GOLD JEWELRY IN PARTICULAR SHOP

Options Respondents Percentage

Gift 10 10.0
Investment 35 35.0
Marriage 14 14.0
Other 6 6.0
Personal aspiration 35 35.0
Total 100 100.0

INTERPRETATION

The above table is observed as the State the purpose for purchasing gold jewelry in particular
shop of 14% of respondents purchase for Marriage, 10% of respondents purchase as Gift,
35% of respondents purchase as Investment, 35% of respondents purchase for Personal
Aspiration, 6% of respondents purchase for others purposes.

4.1.12. CHART SHOWING STATE THE PURPOSE FOR PURCHASING

GOLD JEWELRY IN PARTICULAR SHOP

37
4.1.13.TABLE SHOWING REASON FOR PURCHASING GOLD FROM
PARTICULAR SHOP

Options Respondents Percentage

Advertisement 24 24.0
Brand image 4 4.0
Competitive price 9 9.0
Goodwill 19 19.0
Other 4 4.0
Reasonable wastage and
21 21.0
making charges
Reliability 8 8.0
Wide range of collection 11 11.0
Total 100 100.0

INTERPRETATION

The above table is observed as the Reason for purchasing gold from particular jewelry shop
of 8% of respondents for Reliability, 9% of respondents for Competitive price, 19% of
respondents for Goodwill, 24% of respondents for Advertisement, 21% of respondents for
Reasonable wastage and making charges, 11% of respondents for Wide range of collection,
4% of respondents for Brand image, 4% of respondents for Others.

38
4.1.13.CHART SHOWING REASON FOR PURCHASING GOLD FROM
PARTICULAR SHOP

39
4.1.14. TABLE SHOWING THROUGH WHICH SOURCE OF
INFORMATION YOU KNOW TO COME ABOUT THE PARTICULAR
SHOP

Options Respondents Percentage

Advertisement 18 18.0
Bill board 17 17.0
Cultural heritage 17 17.0
Government 13 13.0
Newspaper 8 8.0
Other 8 8.0
Relatives 19 19.0
Total 100 100.0

INTERPRETATION

The above table is observed as the Through which source of information you know too came
about the particular shop of 18% of respondents by Advertisement, 17% of respondents by
Cultural heritage, 17% of respondents by Bill board, 13% of respondents by Government,
19% of respondents by Relatives, 8% of respondents by Newspaper, 8% of respondents by
Other.

40
4.1.14. CHART SHOWING THROUGH WHICH SOURCE OF
INFORMATION YOU KNOW TO COME ABOUT THE PARTICULAR
SHOP

41
4.1.15. TABLE SHOWING HOW YOU PREFER TO BUY GOLD IN FORM
OF

Options Respondents Percentage

Coins/Bar 20 20.0
Ornaments 71 71.0
Utensils 9 9.0
Total 100 100.0

INTERPRETATION

The above table is observed as the How you prefer to buy gold in the form of, of 71% of
respondent’s purchase Ornaments, 20% of respondents purchase Coins/Bar, 9% of
respondents purchase Utensils

4.1.15. CHART SHOWING HOW YOU PREFER TO BUY GOLD IN

FORM OF

42
4.1.16. TABLE SHOWING HOW LONG HAVE YOU BEEN MAKING
YOUR PURCHASE OF JEWELERY FROM PARTICULAR SHOP

Options Respondents Percentage

0-1 years 14 14.0
2-4 years 44 44.0
5-9 years 32 32.0
Above 10 years 10 10.0
Total 100 100.0

INTERPRETATION

The above table is observed as How long have you been making your purchase of jewelry
from particular shop, 14% of respondents are 0-1 years, 44% of the respondents are 2-4 years,
32% of respondents are 5-9 years, 10% % of respondents are Above 10 years.

4.1.16. CHART SHOWING HOW LONG HAVE YOU BEEN MAKING

YOUR PURCHASE OF JEWELERY FROM PARTICULAR SHOP

43
4.1.17. TABLE SHOWING DO YOU HAVE ANY GOLD SCHEME IN
ANY PARTICULAR SHOP

Options Respondents Percentage

No 36 36.0
Yes 64 64.0
Total 100 100.0

INTREPRETATION

The above table shows Do you have any gold scheme in any particular shop by the
respondents, 64% of the respondents said Yes and 36% of the respondents said No.

4.1.17. CHART SHOWING DO YOU HAVE ANY GOLD SCHEME IN

ANY PARTICULAR SHOP

44
4.1.18. TABLE SHOWING IF YOU HAVE, HOW MUCH WOULD YOU
LIKE TO INVEST PER MONTH

Options Respondents Percentage

Rs 10,000 - Above 14 14.0
Rs 1000-2000 17 17.0
Rs 3000-5000 33 33.0
Rs 6000-9000 36 36.0
Total 100 100.0

INTERPRETATION

The above table is observed If you have, how much would you like to invest per month, 17%
of respondents are Rs 1000-2000, 33% of the respondents are Rs 3000-5000, 36% of
respondents are Rs 6000-9000, 14% of respondents are Rs 10,000 – Above.

4.1.18. CHART SHOWING IF YOU HAVE, HOW MUCH WOULD YOU

LIKE TO INVEST PER MONTH

45
4.1.19. TABLE SHOWING DOES GOLD SCHEME INCREASE YOU’RE
PURCHASING HABIT OF GOLD JEWELRY

Options Respondents Percentage

No 33 33.0
Yes 67 67.0
Total 100 100.0

INTREPRETATION

The above table shows Does gold scheme increase your purchasing habit of gold jewelry by
the respondents, 67% of the respondents said Yes and 33% of the respondents said No.

4.1.19. CHART SHOWING DOES GOLD SCHEME INCREASE YOU’RE

PURCHASING HABIT OF GOLD JEWELRY

46
4.1.20. TABLE SHOWING IN WHAT WAY YOU GET SATISFIED
WHILE PURCHASING GOLD JEWELRY

Options Respondents Percentage

Advertisement 2 2.0
Discount and free gifts 13 13.0
Exchange offers 21 21.0
Price 8 8.0
Purity and quality of gold 10 10.0
Salesman responsiveness 5 5.0
Service 4 4.0
Store atmosphere 20 20.0
Wastage and making charges 11 11.0
Wide range of collection 6 6.0
Total 100 100.0

INTERPRETATION

The above table is observed In what way you get satisfied while purchasing gold jewelry of,
6% of respondents for Wide range of collection, 11% of respondents for Wastage and making
charges, 20% of respondents for Store atmosphere, 21% of respondents for Exchange offers,
13% of respondents for Discount and free gifts, 5% of respondents for Salesman
responsiveness, 10% of respondents for Purity and quality of gold, 8% of respondents for
Price, 4% of respondents for Service, 2% of respondents for Advertisement.

47
4.1.20. CHART SHOWING IN WHAT WAY YOU GET SATISFIED
WHILE PURCHASING GOLD JEWELRY

48
4.1.21. TABEL SHOWING LEVEL OF SATISFACTION ON GOLD
JEWELRY

Options Respondents Percentage

Dis – satisfied 12 12.0
Highly dis – satisfied 4 4.0
Highly satisfied 19 19.0
Neutral 27 27.0
Satisfied 38 38.0
Total 100 100.0

INTERPRETATION

The above table is observed with Level of satisfaction on gold jewelry of the respondent,
19% of respondents for Highly satisfied, 38% of respondents for Satisfied, 27% of
respondents for Neutral, 4% of respondents for Dis – satisfied, 12% of respondents for
Highly dis – satisfied.

4.1.21. CHART SHOWING LEVEL OF SATISFACTION ON GOLD

JEWELRY

49
4.1.22. TABLE SHOWING IN WHICH CARAT OF GOLD WOULF YOU
PREFER

Options Respondents Percentage

18 carats 2 2.0
22 carats 11 11.0
24 carats 87 87.0
Total 100 100.0

INTERPRETATION

The above table is observed in which carat of gold you would prefer of the respondent, 87%
of respondents for 24 carats, 11% of respondents for 22 carats, 2% of respondents for 18
carats.

4.1.22. CHART SHOWING IN WHICH CARAT OF GOLD WOULF YOU PREFER

50
4.1.23. TABLE SHOWING PERCEPTIVE TOWRDS MUST HAVE IDEA
ABOUT THE TAX RATE CHARGED

Options Respondents Percentage

Agree 24 24.0
Dis – agree 8 8.0
Neutral 24 24.0
Strongly agree 42 42.0
Strongly dis – agree 2 2.0
Total 100 100.0

INTERPRETATION

The above table is observed with Perceptive towards must have idea about the tax rate
charged of the respondent, 24% of respondents for Agree, 42% of respondents for Strongly
agree, 24% of respondents for Neutral, 8% of respondents for Dis – agree, 2% of respondents
for Strongly dis – agree.

4.1.23. CHART SHOWING PERCEPTIVE TOWRDS MUST HAVE IDEA

ABOUT THE TAX RATE CHARGED

51
4.1.24. TABLE SHOWING RATE OF GST ON GOLD JEWELRY

Options Respondents Percentage

Excessive 49 49.0
Reasonable 17 17.0
Standard 34 34.0
Total 100 100.0

INTERPRETATION

The above table is observed Rate of GST on gold jewelry of the respondent, 17% of
respondents for Reasonable, 34% of respondents for Standard, 49% of respondents for
Excessive.

4.1.24. CHART SHOWING RATE OF GST ON GOLD JEWELRY

52
 4.2 RANK ANALYSIS

A Ranking is a relationship between a set of items such that, for any two interns, the first is
either ranked higher than, ranked lower than' or 'ranked equal to, the second. In mathematics,
this is known as a weak order or total pre order of objects. It is not necessarily a total order of
objects because two different objects can have the same ranking. The rankings themselves are
totally ordered. For example, materials are totally preordered by hardness, while degrees of
hardness are totally ordered. Analysis of data obtained by ranking commonly requires
nonparametric statistics.

53
4.2.1. TABLE SHOWING THE RATING OF THE RESPONDENTS
SATISFICATION

OUTLET DIS - HIGHLY TOTA RAN

HIGHLY
SERVICE SATISFI NETUR SATISFI DIS – L K
SATISFI
ED AL ED SATISFI
ED
ED
5 4 3 2 1

VARIETY 36 26 21 16 1 380 2
OF
DESIGN
PRICE 17 37 31 11 4 352 4

AMBIENC 20 41 31 8 _ 373 3
E
SERVICE 15 40 30 11 4 351 5
TO
CUSTOM
ER
EXCHAN 8 34 32 17 9 315 6
GE AND
DISCOUN
T
PURITY 34 42 16 7 1 401 1
OF GOLD

INTERPRETATION

The respondents ranked Purity of Gold as 1st followed by Variety of Design, Ambience,
Price, Service to Customer, Exchange and Discount.

54
 4.3. CHI SQUARE

4.3.1 TABLE

AGE GROUP * WHICH SHOP DO YOU PREFER TO PURCHASE GOLD JEWELRY

NULL HYPOTHESIS: There is no significant relationship between age of the respondents

and Does respondents have any gold scheme

ALTERNATIVE HYPOTHESIS: There is significant relationship between ages of the

respondents and Does respondents have any gold scheme

AGE * WHICH SHOP DO YOU PREFER TO PURCHASE GOLD JEWELRY

Cross tabulation

Count

WHICH SHOP DO YOU PREFER TO PURCHASE

GOLD JEWELRY

Malabar
gold

& Sree
GRT Joyalukkas Lalitha diamonds Others Kumaran Tanishq TOTAL

AGE 19-30 years 15 12 8 15 4 12 6 72

31-50 years 0 1 3 4 1 9 3 21

Below 18 years 1 1 1 1 1 0 2 7

Total 16 14 12 20 6 21 11 100

55
 Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-
117.962a 21 .000
Square
Likelihood Ratio 31.311 21 .069
N of Valid Cases 100
a. 26 cells (81.3%) have expected count less than 5. The
minimum expected count is .01.

INTERPRETATION

• The p-value for the Pearson Chi-Square test is extremely low (p = .000),
indicating a significant association between age group and preferred gold
jewelry shop.

• However, the p-value for the Likelihood Ratio test is .069, which is
greater than the commonly used significance level of .05. This suggests
that there might not be enough evidence to reject the null hypothesis of
no association between age group and preferred gold jewelry shop.

56
 CHAPTER - 5
FINDINGS, SUGGESTIONS AND CONCLUSION

57
 FINDINGS, SUGGESTIONS AND CONCLUSION
5.1 FINDINGS

5.1.1. PERCENTAGE ANALYSIS

• Majority (72%) of the respondents of the age group 19 – 30 years

• Majority (68%) of the respondents are unmarried
• Majority (60%) of the respondents of the education in UG
• Majority (47%) of the respondent’s profession are belongs to students
• Majority (38%) of the respondent’s family member 4-6
• Majority (37%) of the respondent’s income level above 40000
• Majority (41%) of the respondents purchase gold jewelry whenever required
• Majority (21%) of the respondents prefer SreeKumaran gold jewelry
• Majority (23%) of the respondents for choosing gold jewelry in a particular shop is
trendy
• Majority (68%) of the respondents purchase gold jewelry for own purpose
• Majority (35%) of the respondents purchase Necklace/Chain
• Majority (35%) of the respondents purchase gold jewelry from particular shop for
investment and personal aspiration
• Majority (24%) of the respondents choose shop by advertisement
• Majority (71%) of the respondents purchase gold in the form of ornaments
• Majority (44%) of the respondents purchase gold jewelry from particular shop for 2 –
4 years
• Majority (64%) of the respondents have gold scheme
• Majority (36%) of the respondents invest Rs 6000 – 9000 in gold scheme
• Majority (67%) of the respondents says yes for gold scheme increases purchasing
habit
• Majority (21%) of the respondents gets satisfied over exchange offers
• Majority (38%) of the respondents are satisfied on gold jewelry
• Majority (87%) of the respondents would prefer 24 carats
• Majority (42%) of the respondents strongly have idea about the tax rate charged
• Majority (49%) of the respondent’s say’s gst rate on gold is excessive.

58
5.2. CONCLUSION

The present study was conducted on the consumer purchasing behavior towards Gold Jewelry
Coimbatore City. Today the market is consumer oriented and the importance is given to the
consumers. The preference of consumer is continuously shifted according to the needs,
desires, choices and fashion etc. In jewelry purchasing the consumer have more expectations.
Hence the jewelry should improve the quality, designs, wastage and making charges, and
customer service. Nowadays, the jewelry products are facing an uptrend on these days, so the
jewelry should take aspects into consideration and keep up its values of trust, authenticity,
credibility, objectivity of the respondents and serve them in a better manner. Purchasing of
Gold Jewelry holds a very imperative value in several cultures since it is a symbol of
achievement, power and wealth. Based on the above, customer approach and behavior on
jewelry purchase in Coimbatore City have played a significant role.

In order to better serve the respondents, jewelry should take these things into account and
preserve its values of trust, authenticity, reliability, and objectivity. In many cultures, gold
jewelry is a symbol of success, power, and wealth, thus obtaining it is crucial. Client behavior
and approach to jewelry purchases in Coimbatore City have played a significant influence,
based on the following.

59
5.3. SUGGESTIONS

• The study has been done in Coimbatore city. Similarly, can be done for other cities
and comparative studies can also be done.
• Safe and reliable investment for the common man.
• The consumers prefer to reduce the wastage of gold jewelry. The respondents are
interest to purchase the different design.
• The consumer’s tax burden will not increase on par with the market rate of gold. So,
the gold purchase gets increased.
• The government needs to construct a proper monitoring system to evaluate the impact
of implementation of GST.
• Currently the population of our country is 142.8 crore from which 50 to 400 million
of people belongs to middle and lower class, hence if GST rate is reduced on gold,
they would tend to purchase it.
• Gold jewelry has resale cost and this makes great benefit and asset for the buyer.
• Most of the respondents look forwarded to good customer’s service from the jewelry
shops.
• Introducing more sales promotion measures depending upon changing taste
preference of customers.
• More concentration can be given towards the quality of gold, offers, and discount to
attract more consumers towards them.
• The respondents are suggested to reduce the wastage of gold jewelry.
• The respondents are interest to purchase the different design.
• The consumers consider gold as a supreme asset and the most trustable source for
investment.
• The respondents think purchasing gold and product related gold make their resale
value higher.
• Gold help at the most emergency situation for the middle class.
• Respondents prefer to buy gold without any unadulterated.
• Customers often emphasize the importance of quality when purchasing gold jewelry.
They might appreciate clear markings indicating the purity of the gold (e.g., 24K,
18K) and assurances of authenticity from reputable sellers.

60
• The respondents seek perceived value in their purchases, balancing quality and
craftsmanship with price. Feedback may include considerations for competitive
pricing, transparent pricing policies, and occasional promotions or discounts.
• Excellent customer service can significantly impact the overall satisfaction of
customers. Feedback may include positive experiences with knowledgeable and
attentive staff, hassle-free returns or exchanges, and prompt resolution of any issues
or concerns.
• Many customers rely on reviews and recommendations from other shoppers when
making purchasing decisions. Providing a platform for customers to share their
experiences and read reviews can build trust and confidence in the brand.

61
5.4. REFERENCE

• S.Praveenkumar, (2019) “Buying Behavior of Consumers towards Gold Jewelry in

Madurai District, Tamil Nadu” Volume -7, ISSN-2347- 4564. 2.
• Dr.C. Palanichamy, (2019) “Buying Behavior of Women Towards Gold Jewelry in
Erode City, Tamil Nadu” A Journal of Composition Theory, Volume -12, ISSN:
0731-6755.
• SHAHANA PARVEEN and Dr. DEEPA SAXENA (2016), “A study on buying
behavior of woman towards gold jewelry in Rewa city.” Volume6, issue-6 June 2017,
ISSN (online)-2394-1537, ISSN (print) - 2394-1529.
• A.Joshep Xavier and G.Kamalam 2015 “Buying Behavior of Consumers towards
Gold Jewelry in Madurai District, Tamil Nadu”.
• ShikhaPareek Joshi and Dr.Harsh Dwivedi 2016 “Buying Behavior of Women
Towards Gold Jewelry in Erode City, Tamil Nadu: A Journal of Composition Theory.
• Mrs. K. Pavithra, Dr.P. Venugopal 2022, “A Study on Consumer Buying Behavior
towards Gold Jewelry - Special Reference to Coimbatore City.” www.ijrpr.com ISSN
2582-7421.
• M. Nambu Gayathiri and Dr. S. Suguna 2020,” A STUDY ON CUSTOMER
PREFERNCE TOWARDS GOLD JEWELLERY WITH SPECIAL REFERENCE
TO COIMBATORE CITY.” Volume: 5, Issue: 11, ISSN: 2455-7838(Online).
• Mrs. K. Pavithra, and Dr. P. Venugopal 2022, “COMPARATIVE STUDY OF
CONSUMER BUYING BEHAVIOR OF GOLD & GOLD JEWELLERY
BETWEEN RURAL & URBAN AREA OF COIMBATORE DISTRICT.” Volume
10, Issue 5 May 2022, ISSN: 2320-2882.
• Dr.K.Singaravelu and K.M.Subhashini 2017,” A STUDY ON CONSUMER’S
BUYING INTENTION TOWARDS GOLD JEWELLERY-WITH SPECIAL
REFERENCE TO COIMBATORE CITY.” Volume - 5, Issue- 10, p- ISSN: 2349 –
0187.
• Dr. M. Kalimuthu, and Ms. K. Madhu Shree 2021,” CONSUMER BUYING
BEHAVIOUR TOWARDS GOLD JEWELLERY (WITH SPECIAL REFERENCE
TO COIMBATORE CITY).” Volume: 7, Issue: 8, ISSN (Online): 2455-3662.
• Ajai Krishnan G and Dr. M. Nandhini 2017,” A STUDY ON THE FACTORS
WHICH LEADINGCUSTOMERS TO PURCHASE GOLD JEWELLERY WITH

62
 SPECIAL REFERENCE TO WORKING WOMEN.” Volume 8, Issue 12, ISSN
Print: 0976-6340 and ISSN Online: 0976-6359.
• Dr. M. Kalimuthu and S.Dinesh Kumar 2023,” CONSUMER BUYING
BEHAVIOUR AFTER IMPLEMENTATION OF GST ON GOLD WITH SPECIAL
REFERENCE TO COIMBATORE CITY.” Volume:05, Issue:05, e-ISSN: 2582-5208.

63
ANNEXURE

64
 ANNEXURE

1. Name*

---------------------------------------------------

2. Age*

A. Below 18 years
B. 19-30 years
C. 31-50 years
D. Above 51 years

3. Marital Status *

A. Married
B. Un - Married

4. Education *

A. Illiterate
B. SSLC/ HSC
C. UG
D. PG
E. Diploma/ Others

5. Profession *

A. Student
B. Business
C. Government Employee
D. others

6. No of family members *

A. Up to 4
B. 4-6
C. Above

65
7. Monthly income of your family *

A. Below 10000
B. 11000- 20000
C. 21000- 30000
D. 31000- 40000
E. Above 40000

8. How often do you purchase gold jewelry? *

A. Monthly
B. Yearly
C. Occasionally
D. Whenever required

9. Which shop do you prefer to purchase gold jewelry? *

A. Malabar gold & diamonds

B. Sree Kumaran
C. Tanishq
D. GRT
E. Lalitha
F. Joyalukkas
G. Others

10. State the reason for choosing gold jewelry in a particular shop? *

A. Quality of gold
B. Workmanship
C. Comfort of wearing
D. Trendy
E. Price
F. Antique value
G. Others

66
11. To whom you purchase gold jewelry the most? *

A. As a gift
B. For own purpose
C. Children's
D. Other

12. What type of gold jewelry purchased? *

A. Stud/Earrings
B. Bangles/Bracelet
C. Rings
D. Necklace/Chain
E. Other

13. State the purpose for purchasing gold jewelry in particular shop? *

A. Marriage
B. Gift
C. Investment
D. Personal aspiration
E. Other

14. Reason for purchasing gold from particular jewelry shop? *

A. Reliability
B. Competitive price
C. Goodwill
D. Advertisement
E. Reasonable wastage and making charges
F. Wide range of collection
G. Brand image
H. Other

67
15. Through which source of information you know too came about the particular shop? *

A. Advertisement
B. Cultural heritage
C. Bill board
D. Government
E. Relatives
F. Newspaper
G. Other

16. How do you prefer to buy gold in the form of? *

A. Ornaments
B. Coins/Bar
C. Utensils

17. How long have you been making your purchase of jewelry from particular shop? *

A. 0-1 years
B. 2-4 years
C. 5-9 years
D. Above 10 years

18. Do you have any gold scheme in any particular shop? *

A. Yes
B. No

19. If you have, how much would you like to invest per month? *

A. Rs 1000-2000
B. Rs 3000-5000
C. Rs 6000-9000
D. Rs 10,000 - Above

20. Does gold scheme increase your purchasing habit of gold jewelry? *

A. Yes
B. No

68
21. In what way you get satisfied while purchasing gold jewelry? *

A. Wide range of collection

B. Wastage and making charges
C. Store atmosphere
D. Exchange offers
E. Discount and free gifts
F. Salesman responsiveness
G. Purity and quality of gold
H. Price
I. Service
J. Advertisement

22. Level of satisfaction on gold jewelry? *

A. Highly satisfied
B. Satisfied
C. Neutral
D. Dis - satisfied
E. Highly dis - satisfied

23. Suggest your rating for your particular shop? *

Highly Satisfied Neutral Dis - Highly dis -

satisfied satisfied satisfied
Variety of
design
Price
Ambience
Service to
customer
Exchange
and discount
Purity of
gold

69
24. In which carat of gold would you prefer? *

A. 24 carats
B. 22 carats
C. 18 carats

25. Perceptive towards must have idea about the tax rate charged? *

A. Agree
B. Strongly agree
C. Neutral
D. Dis - agree
E. Strongly dis - agree

26. Rate of GST on gold jewelry? *

A. Reasonable
B. Standard
C. Excessive

27. Say your opinion about gold? *

---------------------------------------------------

70