consumer

Behavior
While buying imitation
jewllery embedded with
gemstones in India
Jewellery!
Jewellery is ornaments that people wear,
for example rings, bracelets, and
necklaces. It is often made of
a valuable metal such as gold, and
sometimes decorated with 
precious stones.
 Table of contents

01 Introduction 03 Understanding

02 Abstract 04 Generalization
 Introduction
Humans to perceive things around us on the way it is
presented. This why high-end brands invest in their
packaging, store layouts, and even the models they
employ on the advertisement to communicate that their
products are made from the finest materials made
explicitly for their exclusive ritzy customers. 
Your pieces of jewellry also speak
Of your personality even without you
Knowing it. The way you pair your
Earrings with your hairstyle or your
Necklaces with a dress. It all boils
To your individuality and
Personality.
Different forms of jewellery in precious and
semi-precious stones spread in India

Gemstones and Myth

Literature Review
Scope of the study
Research Objectives
Limitations Of The Study
Research Methodology
 02
Abstract
• In a person's life, color and waves are very important. Precious stone also has an imp act on
Color and waves. One person's seven circles accept these color's . the use of p precious
Stones alters the mental state of the person. Subsequently , it begins to have an imp act on the
Body . precious stone has an imp act on work after the body and mind. The advantage of the
Gem starts later, but the losses are immediate.
Imitation jewels have been part of our culture for almost 300 years. The precious stones are sold
based on the weight.

• Due to the hike in prices of gold people who p refer to buy jewellery with gemstones
Hesitate to purchase and so they opt to buy imitation jewellery
Embedded with gemstones where the price becomes reasonable for them to purchase. Th
Imitation jewels have gained great potential and prosperity . fashion-conscious Indian women
With higher available incomes are the driving force behind the fashion and jewellery market in
India. This study was therefore undertaken to explore the various aspects of the knowledge,
attitudes, and consumer buying behavior of the gemstone imitation jewellery
 03
UNDERSTANDING
UNDERSTANDING THE HUMAN
PSYCHOLOGY OF JEWELRY
 UNDERSTANDING THE HUMAN
PSYCHOLOGY OF JEWELRY
Why do people wear jewellery in the first place? It is uncomfortable, unnecessary and expensive, so what is the
reason why in 2019, the global jewellery market reached 21 billion euros of sales?

● Jewellery is one of the earliest forms of body decoration.

● It is a form of expression of status like how a high-ranking person used to wear a torque necklace to
convey his position.
● It was initially worn as amulets or charms to protect them for the evils spirits as those were times when
people were highly superstitious.
At present, most of our jewellery is made with a metal or alloy base ornamented with various selection of
natural or manmade ornamental pieces. It evolved from a symbol of one's character to a figure wealth and
style. Though even without us realizing it, the pieces of jewellery we choose still speaks of our nature and
gives a peek of our personality.
 Why?
Studies show that ninety-five per cent of the jewellery sold are made women, while the remaining five per cent
are for men.
We look fabulous, what is there to understand?

● Wearing a piece of jewellery is a means of expressing our character.

● Research shows that there is an increase in self-confidence when a person wears a piece of jewellery.
● It is only natural that a boost in self-esteem is observed for the primary purpose of an accessory is to
enhance ones beauty and handsomeness.
This can be seen from all ages, comparable to how a little girl brightens when she wears a tiara on her
birthday, an adult woman wearing a diamond wedding ring shows a sophisticated allure.
It is part of our instinct to want to stand out from the mass whether we choose to admit it or not. Jewellery
makes that possible. Each piece also becomes attached to us, particularly the crystals that represent various
strengths and nature that we can identify with.
 04
GENERALIZATION
 Brief Explanation
A gem, or gem, is a type of material that can be cut and polished for use in jewelry or other ornamental
applications. Gems are often made of minerals. As you may already know, minerals are crystalline,
inorganic and natural solids of defined chemical composition. There are also some " gems" that are actually
rocks or fossils, not minerals..
Precious stones are the soul of fantasy jewels. They have been used since ancient times to embellish jewels.
Their color, shine, cutting style and rarity are what distinguish them from other mineral crystals and define
their
value. Moreover, their extraordinary healing powers are not hidden from the world.
Synthetic and simulated gemstones are available in all shapes, including cabochons and brilliant cut, and
are usually set in sterling silver, vermeil or costume jewelry . Some created gems and CZs are even
embedded in precious metals, such as 14kt-18kt gold or platinum, especially those found in jewellery
collection.
 Origin Of Gemstones
Gemstones  form  beneath  the  surface  of  the  Earth  and  can  sometimes  show  traces 
of  other minerals,  called   inclusions. Precious  stones  are  a  product  of  the  earth. 
Some,  like  diamond and zircon, formed deep  in the  earth and were brought to the surface
by  explosions of molten rock.  Many ,  like  topaz, tourmaline  and  aquamarine,  slowly  
crystallized  from  hot  fluids  and gasses  as they  cooled  and solidified  away  from the
earth's surface.  Others consisted of liquids filtered into cracks and  rock pockets, such as
the Australian opal.  Some, like  garnet and  jade, were formed  when the rocks were
heated  and pressurized by  the movements of the earth and recombined to form new
different minerals
 History Of Gemstones In
India
Several pieces  of  hand carved gemstone jewelry have been discovered in the remnants of
ancient civilizations, highlighting the fact that gemstone jewelry was popular at that time. In
addition, several Indian writings such as the Mahabharata and Ramayana Document the
mystical healing powers of gems and the way they are adorned with kings and queens to
enhance their process. Furthermore, it is said that they are the rich gemological reserves of
India that have fascinated the Mughals to establish their empire in India. In the Mughal era,
stone crafts flourished in all parts of India. Many new forms of precious stones and semi
precious stones have been used to create beautiful jewels that will complete the daily life of
the royal family .
 03
PERSONALITY
Meyers Briggs Personality
 Meyers Briggs Personality
Developed by Isabel Myers and Catherine Briggs. These are based on the psychological
preferences of humans that contribute to how each perceives the world and make decisions
highlighting each unique personality. This does not represent the totality but only a facet of
one's personality.
The first letter categorizes one's extraversion with either a letter "E" for an extrovert or a letter
"I" for introverts. The second letter corresponds to the letter "S" for sensing and the letter "I"
for intuition. The third letter focuses on either you are a mind over the heart or a heart over
mind kind of person. This is represented by the letter "T" for thinking and the letter "F" for
feeling. The last letter speaks if you are judging, symbolized by a letter "j," or a perceiving type
represented by the letter "P."
 ENFP

Persons who fall in the Champion personality

group exhibits a highly extrovert personality.
Much like any extroverts, you seek attention for
validation and appreciation. Free-spirited and
renegade in a way for you tend to be good at
improvising, which serves as your strength.
Artistic, adventurous, and equipped with a sharp
mind. You always welcome new opportunities, and
approaches life in a flexible way of thinking, able
to adjust to any changes that happen in life. 
Jewellery and style :-

Statement and unique: You tend to choose

grand or extraordinary pieces like statement
pieces of jewellery. It shouts I am here and
look at me. This root from your extrovert
and creative nature that you cannot help but
pick and wear accessories that calls for
attention: large hoop or chandelier earring,
frilly necklaces and a halo set ring. 
 ENFJ
Folks who belong in this cluster are known
as a caregiver or a teacher. You aim to be an
inspiration towards others. You exhibit a
highly empathic nature in which you
naturally recognize and identify the needs of
the people around you. Your loyalty and
sensitivity in what others feel make your
excellent leader where your presence brings
comfort to others, making them trusting and
cooperative.
 Jewellery and
style:
Romantic and classically styled: You tend to
choose jewellery with charms like heart-
shaped studs or drop earring. You exude
understated class and loves colourful
accessories without being over the top. It is
quality, not quantity, so you go for high-
quality pieces with timeless elegance more
than the hip and trendiest fashion style, a
marquise-cut ring is suitable for your
wedding ring.
 ENTJ
People who embody the commander
personality are born leaders. Like a true leader,
you exhibit an authoritarian and intimidating
demeanour. Highly efficient and loves to be in
charge. You create and strictly implement
policies and guideline within your
organization. You realistically see the world
making you an excellent decision-maker. Your
hardheadedness is your strength and maybe
your weakness for you stand by your decision
and have a tendency to force your belief on
others.
Jewellery and style:
Strong and bold: You go for plain pieces of jewellery
but are unique and impactful. You love big and bold
accessories but are practical to use as a pair of
diamond earrings instead of hoops and dangling
ones. You like bangles and cuffs more than charm
bracelets. However, plain and practical does not
translate to a reasonably priced accessory for you to
go for expensive pieces that match your status. It
may be a one stone ring but the carat and of the
highest grade of quality. A side-stone set ring would
be perfect for as your wedding ring.
 ENTP
People with a visionary personality are daring and sharp-
minded. You see the big picture and are always looking
at the future more than the present. Intellectual and
ingenious that you tend to rely on your wits. You
welcome the challenges in life and your love for new
adventure and excitement makes you uninterested,
leaving things unfinished. Full of vim and vigour, both
considered your strength and weakness for you tend to
jump from one element to another.
 Jewellery and
style:
Fun and jazzy: You like all sorts of trendy and hip new
things. You are up to date with the latest fashion trend—
the more eccentric and bold, the better. You love art deco
style of accessories, which are colourful and fashioned in
a remarkable form. You like fashion-forward accessories
like a mismatched pair of earrings a stack bracelet or
anything that can set you apart from the masses. An
emerald-cut would be perfect for as your wedding ring.
 ESFJ

If you belong in this class, you are a

dubbed as a provider. Individuals under
this class are friendly, sociable and love to
be the centre of attention.  As an extrovert,
you popular within your circle of friends
and considered the life of the party. Aside
from your charming persona, you are
always available to provide a helping hand.
You valued loyalty and found a valuable
team member for you are highly focused
and a fast worker, and open to assist
anyone leading to harmonious relationship
and success.
 Jewellery and style:

Whimsical and playful: You love fashion,

and the one thing that always catches your
eyes are cute and adorable things. You are a
child at heart when it comes to pieces of
jewellery. Earring fashioned with cute
animals, or a chain bracelet embellished
with various charms in pastel light pastel
colors. Plain is not your thing as well as
extravagance. Your style is fresh with class.
A rose gold ring would be perfect for as
your wedding ring.
 ESFP
This type of personality exhibits an
entertainer personality. You embrace
being the centre of attention and being
the life of the party. You can have a
diverse cluster of friends and act as a
glue. Your highly sociable personality is
your strength and weakness for you
always seek out the company of others
and may feel lonely when left on your
own—adventurous and talented making
this type of personality suitable in the
entertainment industry.
 Jewellery and
style:
Artistic and one-of-a-kind: You
have an affinity with coloured
jewellery. Your motto is to shock
and be memorable making you
choose grand and loud pieces—
chunky pieces like a chandelier set
of dangling earrings, a choker or a
torque necklace. A Colored
Diamond would be perfect for as
your wedding ring.
 ESTJ
The director personality is somewhat
comparable to a commander. You are a born
leader that loves to lead and take charge of
tasks and people. Passionate in life, whether
with love or work. The only difference is
that you listen to suggestions and always
consider your core principles in guiding you
in anything that you partake.
 Jewellery and style:
Sultry and romantic: You love all sorts of
design and style. It all comes down to how
you wear to and where you wear it. You
know when to use a pair of hoop earrings,
and you wear them with an aura of
elegance. It is as if fashion is second in your
nature that you can pull off any look you
desire. A solitaire diamond would be perfect
for as your wedding ring.
 ESTP

You are a dynamo! You are an extrovert

with a fresh and exhilarating vibe. Energetic
with an air of confidence and poise. You are
a present person where you focus on the
now rather than seeing the bigger picture.
Friendly and sociable and knows how to
enjoy life.
 Jewellery and style:
Laidback and hip: You like it simple yet chic. You
have an affinity with gemstones for you love their
beautiful shades and the relaxing effect they
produce. You work hard, and you play hard, which
makes you appreciate the natural soothing effects
of these natural crystals. A princess-cut gem
would be perfect for as your wedding ring.
 INFJ
 Counsellors exhibit a down to earth and
sophisticated persona. Yo have an idealistic
point of view that aims to be an excellent
example for others. Motivated, focused and
highly organized that thrive on the shadows
rather than being on the spotlight.
 Jewellery and style:

Stylish and chic:  

You look for class and elegance more than
anything else. The design is not essential but what
you look for is the totality of jewellery, not the
trendiness or the price. A Pear-shaped diamond
would be perfect for as your wedding ring.
 INFP
Individuals that belong to the mediator group
are compassionate and kind. They see the world
with positive eyes and always believe in the
goodness of people, an idealist in a sense,
guided by personal beliefs and values. Having a
compassionate heart makes them an excellent
guidance counsellor and mediator for their
propensity to want help and create a peaceful
environment.
Jewellery and style:
Classic and modest: You tend to choose
small and minimally decorated jewellery
pieces like a little gold huggie or a stud
earring with a crystal at most. You are not a
necklace person, but when you have to, you
choose a delicate-looking princess necklace
with a small pendant. Pearl rings suit your
delicate persona, and you are definitely not
an anklet person.
 INTJ
You are known as the mastermind and the
problem solver. You are an intelligent geek.
Brainy, strategic, and goal drove. You can
see things clearly and able to practice a
strategic way of thinking that is
advantageous in reaching for your goals.
However, due to your high self-esteem, you
do not listen to the opinion of others, which
gives an arrogant and obnoxious personality.
 Jewellery and style:
Classic and extravagant:
You know your worth, and this leads you to
choose extravagant and expensive pieces of
jewellery. However, you still stick to the
classically styled jewellery, but again it has
to exhibit that glam and outshines other
forms of jewellery. A multi-row would be
perfect for as your wedding ring.
 INTP
People with an architect type of
personality are in the same category as the
mastermind but without the attitude. Smart
and has an appetite for new information.
Your favourite subject is science, and you
base your conclusion in logic and theories.
You believe that science has the answer to
everything and you aim to search for the
answer with anything thas is dubbed as
unexplainable.
 Jewellery and style:
Simple: You do not have the time
and the patience to worry about
how you look so you go for the
most minimal and plain jewellery.
Plain studs or huggie, it is either the
simplest pieces or nothing at all.
Gold would be perfect for as your
wedding ring.
 ISFJ
This personality is known as the protector.
Dependable, and trustworthy, much like
any introverts, you are quiet, loyal and
thrive in a peaceful environment. You
value your family above anything, which
serves as your motivation in anything you
do. The downside of this personality is you
tend to forget your worth and value and has
the tendency to be taken advantage of.
 Jewellery and
style:
Traditional: You never like any
attention that you usually look for a
classic and traditionally set jewellery.
You have a meek character and trust
timeless pieces more than the hip and
the trendy. A traditional would be
perfect for as your wedding ring.
 ISFP
As you belong in the composer cluster,
you are described to be in between an
extrovert and an introvert persona.
This means that you have the artistry
of an introvert and a flexible way of
thinking as that of an extrovert. You
appreciate spending time with your
friends and your alone time.
 Jewellery and style:
Naturally artistic: You stick to simply
styled jewellery with a twist. Classic
rings with modern adornment, a hoop
earring with a polygonal shape. Opal
would be perfect for as your wedding
ring.
 ISTJ
If you belong to the inspector group,
you are known for your righteousness
and integrity. You value tradition and
treat others with respect. You have a
severe demeanour hardworking and a
driven. The only concern for this type
of character is its inability to enjoy the
present.
 Jewellery and style:
Vintage and timeless: Your sombre and
serious outlook in life makes you more
attuned with a piece of vintage jewellery.
Heirlooms that have been passed through
generations bring a smile on your face. You
are definitely not a fashion-forward kind of
person. A vintage set would be perfect for
as your wedding ring.
 ISTP
A naturally born artisan, equipped with
a creative and artistic mind, with a lot of
patience for people and situations, you
are more of an observer but acts quickly
when needed. Well-organized and
focused with a brilliant mind that can
logically and strategically analyze
problematic situations and solve them.
 Jewellery and style:
Bling and artsy: Understated glam is your
style. You like extraordinary yet
straightforward pieces like a coloured crystal
set on a unique and artistic way. A tension-set
would be perfect for as your wedding ring.
Now that we have conversed about the general
idea on how your jewellery speaks of your
personality, it is time for you to go to your
jewellery box and pick your most beloved
piece or pieces of jewellery.
 Jewellery and style:
Now, try to remember when the last time
you have worn it was. Can you tell why
you chose it and how it reflects your
character in that specific moment?
Anyways, again this is just a common
concept on what jewellery can convey.
The important thing is you, your
preference and not how people may think
about your style.
Thanks!
Do you have any questions?