DIAMOND JEWELLERIES

Deepika Misal 63
Akshay Phadnis 83
Ajay Tahilramani - 109
Akshay Tiwary 114
Sushil kute - 141

ABOUT DIAMOND JEWELLERIES

India -one ofthe best markets in the world inthe polished diamonds
Provides world-class quality of diamonds as well as exquisite cutting skills.
Over 83 per cent of India's Gems & Jewellery cut and polished diamonds
account for exports.
Jaipur and Surat are famous as world class polishing and designing centers

WHY CONDUCT A RESEARCH

Declining sales of diamond
Unclear reasons behind low sales

BASIS FOR RESEARCH

Conducted on
working men and women
Age demographic : greater than 30 years
Earning income : greater than 3 lakhs

QUESTIONNAIRE (SECTION-1)
1.Gender
Male
female
2.Do you wear jewellery?
Yes
No
3.Which type of jewellery do you prefer?
Gold
Silver
Diamond
Platinum
Other:

QUESTIONNAIRE (SECTION-2)
4.How frequently do you wear jewellery?
Once in long time(more than a year)
Once in a year
Whenever any special occasion arises
Other:
5.What factors affect your buying decision regarding jewellery?
Special events
Occasional buying
Gifts
Investment purposes
Others
6.In future would you buy any type of jewellery other than your preferred type?

QUESTIONNAIRE(SECTION-2)
1.Have you ever purchased diamond jewellery before ?
Yes
No
2.Have you ever wore diamond jewellery before?
Yes
No
3.why do you prefer your preferred choice of jewellery over diamond?
Diamonds are highly priced
Low re-sale vaue
Better investment options
Personal dislike regarding its looks, appearance etc
Other

QUESTIONNAIRE(SECTION-2)
4.Do you know there are different diamonds of different shapes,sizes,color
available in the market at various prices(even cheaper than gold/silver)?
Yes
No
5.Does diamond proof to be of higher prestige value(as compared to gold/silver) to
you?
Yes
No
6.If price of gold/silver were to go up in future, then would you like to consider
diamond as purchasing option?
Yes
No

FINDINGS
Which type of jewellery do you prefer?

How frequently do you wear jewellery

5%

4%
30%
52%
9%

Gold
Silver
Platinum
Diamond
other

18%

9%

4%
68%

once in long time

once in a year
whenever any special
occasion arises
other

FINDINGS
22

10
8
6

2
What factors affect your buying decision regarding jewellery?
special events

occasional buying

gifts

investment purpose

other

FINDINGS
Have you ever purchased diamond jewellery before ?

Chart Title
1
6

Yes
No

34%

why do you prefer your preferred choice of jewellery over diamond?

8
4

66%

13
0
Diamonds are highly priced
Better investment options
Other

low re-sale value

personal dislike

8 10 12 14

FINDINGS
If price of gold/silver were to go up in future, then would you like to consider diamond as purchasing option?

Does diamond proof to be of higher prestige value(as compared to gold/silver) to you?

33%
47%

Yes
No

Yes
No

53%
67%

ANALYSIS OF STUDY
Diamond sales are lower as compared to other jewelleries because
Diamonds are highly priced (price range for 1 carat diamonds between
$3,080 and $26,950per carat)
40% of respondents felt good quality diamonds are expensive
Better investment in the form of gold/silver

CONCLUSION
More than 50% of respondents wore jewellery during special occasions
Many of them preferred to wear gold instead of diamonds during these occasions
21 respondents considered diamond as of higher prestige value
Surprisingly 24 respondents already knew of availability of different varieties of
diamond at lower prices
more than half of people considered diamond as option if price of gold went up
indicating price sensitivity
Acceptance of higher prestige value