Jewellery Buying Behaviour

By Group 5
Introduction
India is a country which is rich in culture and heritage and it has played an important part in Indian
culture and continues to play an integral part in our lives. It can be clearly said that Indians love for
gold is almost a religion. Besidesbeing a symbol of wealth and status, gold is also used for worship
and culture. Indianjewellery varies from region to region catering to local tastes. In India we have the
traditionaland modern methods of making gold. In India, jewellery design has been greatly inspired
bynature: paisley motif of the mango, rice grains, melon and cucumber seeds, etc. The
modernmethods have new process which are used in designing ornaments and are far more
popularthan the traditional ones.In the past 20 years India's economy is growing at a rapid rate and the
purchasing capacity ofan Indian has increased to a great extent. For Indians, gold is wealth,
financialsecurity and also a fashion statement. These factors make India the largest consumer of
goldin the world .In India, gold is promoted largely for purchasing and selling physically or in the
type of ornaments. It is appreciatedas a savings and investment which is a preferred investment in
India. Consumer awareness refers to how customer’s analysisa certain product on their own
conclusions. Business depends on how it attracts and retains the customers who willing toprocure
goods at the cost that are profitable to the business.
Rising middle class population and increasing income levels are the key drivers for the demand of
gold and other jewellery in India. India’s demand for gold jewellery reached 372 tonnes in H1FY19.
India’s gold jewellery exports stood at US$ 6.11 billion and imports stood at US$ 150.51 billion in
FY20P (April-Sep’19). Gold demand in India rose 11 per cent year-on-year to 760.40 tonnes during
January-December 2018. Also, the Government of India has permitted 100 per cent Foreign Direct
Investment (FDI) in the sector under the automatic route. The Rs 250,000 crore (US$ 35.77 billion)
household jewellery industry is probably going to get a major lift through the government’s decision
for foreign direct investment (FDI) in retail. As of January 2018, the Reserve Bank of India (RBI) has
increased the scope of the gold-monetisation scheme by allowing charitable institutions and
government entities to deposit gold, which is expected to boost deposits over the coming months. The
Bureau of Indian Standards (BIS) has revised the standard on gold hallmarking in India from January
2018, to include a BIS mark, purity in carat and fitness as well as the unit’s identification and the
jeweller’s identification mark on gold jewellery. The move is aimed at ensuring a quality check on
gold jewellery.As per Union Budget 2019-20, the GST rate has been reduced from 18 per cent to 5
per cent (*5 per cent without Input Tax Credit (ITC)) for services by way of job work in relation to
gems and jewellery, leather goods, textiles etc.
Historical Perspective
The history of gold began in remote antiquity. According to archaeological evidence, man'sfirst
encounter with gold was supposed to be in the 40,000 B.C when experts found traces ofgold in
Spanish caves used by the Palaeolithic man. Initially gold was used as a decorativeitem in several
cultures around the world. Egyptian cultures was specifically known to bepatrons of the yellow metal
and it reflected in their culture immensely. From India'sperspective, Indians from per-historic times
had a penchant for adorning themselves withjewellery made from gold. Ever since time immemorial
people used to adorn themselves witha variety of jewels like necklace,anklets,earrings etc. With the
passage of time, people soonlearned the art of polishing gold and silver and to extract semi-precious
gems and stones fromthe mines. In ancient times gold was used for various purposes like, jewellery-
making, bartersystem, decoration, coin minting etc.

Gems and Jewellery Market in India

India’s gems and jewellery sector contributes about 7 per cent to India’s Gross Domestic Product
(GDP) and 16 per cent to India’s total merchandise exports. The sector employs over 4.64 million
employees and is expected to employ 8.23 million by 2022. India processes 1 billion pieces of
diamonds which is US$ 23 billion in value. India is the world’s largest centre for cut and polished
diamonds in the world and exports 75 per cent of the world’s polished diamonds. The export of cut
and polished diamonds in FY19 stood at US$ 23.82 billion. Today, 14 out of every 15 diamonds sold
in the world are processed in India.India’s domestic jewellery market is expected to grow at a CAGR
of 5.6 per cent over FY18-23E.India is the world’s largest centre for cut and polished diamonds in the
world and exports 75 per cent of the world’s polished diamonds.In FY19, India exported US$ 23.81
billion worth of cut and polished diamonds, at a CAGR of 5.56 per cent. India exported US$ 10.29
billion worth of cut and polished diamonds in FY20P (as of September 2019 Provisional). It
contributed 73.42 per cent of the total gems and jewellery exports.India is a major importer of gems
and jewellery as well. India’s total gems and jewellery imports rose from US$ 11.63 billion in FY05
to US$ 26.56 billion in FY19, thereby registering a compound annual growth rate (CAGR) of 5.93 per
cent. India’s imports of gems and jewellery stood at US$ 12.16 billion in FY20 (April to Sept’19
Provisional).

Source: GJEPC
Share of various segments of gems and jewellery in total exports
India exports of gems and jewellery are composed of a
variety of items like cut and polished diamonds, gold and
silver jewellery, gold medallions and coins, coloured
gemstones, pearls and synthetic stones, rough diamonds etc.
Cut and polished diamonds account for the highest share of
76.93 per cent in total gems and jewellery exports as India
exports 75 per cent of the world’s polished diamonds. Gold
jewellery accounts for the second highest share of 38.85 per
cent followed by others with a share of 27.70 per cent and
silver jewellery with a share of 2.71 per cent. Rough
diamonds account for 4.37 per cent of the total gems and
jewellery exports.

Consumer Perception towards Local Branded Jewellery

Till the early 1990s, the average Indian bought jewellery for investment rather than for adornment.
Jewellery made of 18-karat gold was not favoured as it was considered a poor investment.Confidence
in the local jeweller was the hallmark of the gold jewellery trade in India. A jeweller or goldsmith in a
local area had a fixed and loyal clientele. The buyer had implicit faith in his jeweller. Additionally,
the local jeweller catered to the local taste for traditional jewellery.
However, since the late 1990s, there was a shift in consumer tastes: women were increasingly opting
for fashionable and lightweight jewellery instead of traditional chunky jewellery. There was a rise in
demand for lightweight jewellery, especially from consumers in the 16 to 25 age group, who regarded
jewellery as an accessory and not an investment. The new millennium witnessed a definite change in
consumer preferences. Branded jewellery also gained acceptance forcing traditional jewellers to go in
for branding. Given the opportunities the branded jewellery market offered; the number of gold
retailers in the country increased sharply. Branded players such as Tanishq, Oyzterbay, Gili and
Carbon opened outlets in various parts of the country. Traditional jewellers also began to bring out
lightweight jewellery, and some of them even launched their in-house brands. However, the share of
branded jewellery in the total jewellery market was still small (about Rs. 10 billion of the Rs. 400
billion per annum jewellery market in 2002), though growing at a pace of 20 to 30 percent annually.
The branded jewellery segment occupied only a small share of the total jewellery market because of
the mind-set of the average Indian buyer who still regarded jewellery as an investment. Moreover,
consumers trusted only their family jewellers when buying jewellery. Consequently, the branded
jewellery players tried to change the mind-set of the people and woo customers with attractive designs
at affordable prices.
However branded jewellery players will continue to face lot of competition from local jewellers. In
order to gain market share, they will have to come up with designs that customers want and win the
trust and confidence of consumers by hallmarking and demonstrating the purity of the gold used by
them.To compete with traditional players, branded players must also find some way to differentiate
themselves. While the success of a particular brand will depend on differentiation, affordability and
quality will be a key element in sustaining a brand.In addition, branded players require focused
advertising and astute salesmanship to compete with traditional jewellers. Besides the major brands-
Tanishq, Carbon, Oyzterbay, Gili and Trendsmith – several regional players have opened branches to
leverage the trust and reputation that they have built up over the years.
Famous Indian Jewellery Brands:
Readymade and branded jewellery are becoming increasingly popular, especially among the
young. But there are also some who continue to trust only the good goldsmith. Buying jewellery is
about trusting people with: dreams and hard-earned money. So, the choice of the jewellery is not a
non- issue.
But there has been a marked change in the tradition of jewellery-making and buying trends in the last
two decades, with readymade jewellery becoming increasingly popular. The past few years have also
seen the arrival of branded pure gold, and platinum jewellery at the market. While the recently
introduced brands project their quality and designer value, the older jewellers fall back on their
experience and trust built up over the years.
Many manufacturers have launched jewellery brands in the past 4-5 years but are all of them clearly
identified and focused? This could generally speaking go well for the industry as this kind of a thrust
on branding gives a momentum to the product segmentand the promotions and advertising that goes
with it invariably expands the market. Though in the long run there could be a shake out and a few of
the brands may fold over,the market expansion may stop or even shrink a little but is always far more
than the market size before the branding thrust.
It is the DTC brand strategies for site holders to start new brands and also regional players that are
increasingly looking at launching their own brands, expanding into new markets,adopting new retail
formats and hiring jewellery designers to improve their productrange. However, one of the reasons
behind indigenous brand launches could be the desire to get ready for the foreign brands that could
flood the market.
To woo the consumer further, the local players are now setting aside promotional budgets to entice the
brand and quality conscious consumers looking for products backed by hallmark and guarantee
certifications. Freebies and loyalty clubs are the order of the day.These could range from chauffeur-
driven car service to free airline tickets in lieu of certain spend. Local brands are also tying up with
fashion houses to appeal to a wider,discerning audience. Just like darzis disappeared once the ready-
to-wear garments marketmatured, smaller jewellery players will close shop and what can we say.
..may the fittestsurvive! The demand for branded jewellery is growing in India following
theinternational trends.
Nakshatra - Powerful Floral Designs:
Nakshatra was among the first diamond jewellery brands to be launched in India by DTCand
has today become an iconic brand. The brand has a halo effect on the whole category.The growth of
Nakshatra diamond jewellery over the years has been in line with theannual growth in the diamond
jewellery market i.e. about 15%.Nakshatra has become a benchmark and a point of reference for all
other brands enteringthe market today and has been instrumental in the growth of branded diamond
jewelleryin India. The floral design is a very powerful design concept and has worked well to givethe
brand a distinct identity. The consumers can identify e brand very easily and thismakes them more
confident of their purchase. Besides this Nakshatra offers a uniquebrand experience to the consumer
at the point of purchase.
Asmi - For the Modern Indian Woman:
DTCs other brand Asmi on the other hand is an offering for the modem Indian Woman.
Launched in the year 2002, the Asmi woman is between the age group of 25 to 40. Asmi is a
collection of diamond designs, inspired by the fusion of the East and the West, and is characterized by
an elegant curve studded with tiny diamonds highlighting a single diamond as its core.
Sangini - For Special Milestones:
DTCs brand Sangini is an offering for the married segment of the market. It has
beenpositioned as the ultimate gift on special milestones and occasions like anniversaries,birthdays
etc. The brand derives its design from the concept of being the special one tothe spouse. The centre
stone of every piece of Sangini Diamond Jewellery is of slightlylarger size than the other diamonds
within the piece. This centre stone is also setdifferently; its unique Bezel Setting clearly makes it
stand out from the other stones setwithin the same piece.
Arisia - Diamond Solitaires:
Arisia, the niche brand of Diamond Solitaires was launched in 2001. This brand targetsthe
huge segment of the super elites in India, which incidentally, is also the segment withthe highest rate
of diamond acquisition. Arisia comprises diamondsolitaires, from I carat and above in round, princess
and emerald cut withIGI certification
Tanishq - Purity Personified:
Tanishq is market leader in Indias nascent but rapidly growing market for brandedjewellery.
Within eight years of its launch in 1996, Tanishq has built a nationwidenetwork of 67 exclusive
jewellery boutiques in 52 cities and towns across India. Over thepast four years, Tanishq has also
grown rapidly, and is today Indias largest retailer ofjewellery in the organised branded sector. Tanishq
awarded the coveted IFA-Images"Most admire brand" award for two years consecutively. Last World
chose to featurethree Indian brands, transformed the branded space for a woman in Iru was one of
thesethree chosen brands. Karatmeter stores offer consumers the most reliable non-destructiveway of
determining the purity of gold.
Gili – Superbrand:
Gitanjali Group is one of the earliest diamond houses in India and today is one of thelargest
diamond exporting companies in India. Along with this they also have facet-shopsbased on shop
concepts. Their collection is doing extremely well with over 1000 outletsall over India. They believe
in creating brands for everyone, through all the ranges.Recently Gili, was awarded the status of a
"Superbrand for its long-standing tradition ofcustomer service and constant focus on quality and
innovation in design. Each brand hasbeen introduced keeping in mind the target clientele that it caters
to. One of their USPs istheir commitment level with respect to consumers.
Intergold & ORRA:
Intergold is part of the Rosyblue Group- the worlds largest diamond manufacturingcompany
with a presence across fifteen countries headquartered in New York. It is thelargest sight holder of
DTC. The Group has been the largest jewellery exporter for twelveyears consecutively. Intergold is
the only jewellery company in India which has tie ups with the three leading jewellery organizations
namely, DTC, PGI & WGC. Currently Intergold has 24 stand-alone stores across 15 cities. Intergold
showrooms are spread across the country from Mumbai, Delhi, Chandigarh, Hyderabad, Chennai,
Coimbatore, Rajkot, Baroda, Surat, Ahmedabad, Mumbal, Goa, Pondicherry, Pune, Bangalore,
andKolkata. Recently InterGold ran campaigns of changing its brand name to Orra after which they
realized that this was a wrong step on their part so they planned to keep thetwo as separate brand
identities.
Ddamas -Adding a Hint of Glamour:
D,damas is one of the major brands from the Gitanjali group. On the lines of
internationaltrends, where brand ambassadors are roped in to help design the product itself,
jewelleryfirm, Ddamas, roped in Hollywood stars to help design jewellery under the name
‘IIFAGlitterati collection,’ with the different lines being named after the stars themselves.Their
designers spent ample time with the stars in order to design the jewellery in linewith their personality.
The signatures of the stars is laser inscribed in each piece ofjewellery , which has used both white and
yellow gold, and the entry-level pricing is Rs15,000. The company is a joint venture between
Gemplus Jewellery and Damas, whichclaims to be the largest retailing jewellery brand chain in the
West Asia.
Adora -Affordable Diamonds:
Adora was born on July 3, 2003 with a big event in Mumbai. Within a month of thelaunch,
Adora created 3 world records, which was duly endorsed by Limca Books ofRecords namely. The 3
records were Biggest Rakhi, Expensive Rakhi & AdoraInteractive Kiosk with an onboard computer
with touch screen and Internet to deliver multiple marketing, sales and promotional functions. The
brand was launched in phasemanners. Phase I was Mumbai launch, Phase II was National launch in 9
cities, Phase IIIwhich is currently going on is launch in semi metros and towns of India & Phase
IVwould be International launch. The USP of Adora is easy availability, choice &affordability.
Kiah - From a Beautiful Place:
A sight holder with DTC, Sheetal Manufactunng Co (SMC) has the status of being theworlds
largest volume manufacturer of polished diamonds with an annual turnover of 1.5million carats. The
company has recently bagged the outstanding export performanceaward in the DTC category and has
also become a Star Trading House, a recognitionawarded to them by the Government of India. The
first retail brand will be "KIAH anAustralian aboriginal term, which means “from a beautiful place.
Oyzterbay - Jewellery for the Living:
Oyzterbay is in retailing apart from running signature stores that showcase preciousmetals,
gemstones and crafted jewellery designs. It is a young brand at the forefront ofchange in the jewellery
industry. It was the first to launch a brand catering to the youngnew woman of today, with
contemporary wearable designs. Oyzterbays byline,"Jewellery for the Living”, epitomizes the ethos of
the brand. With 29 stylish andexclusive stores across the country, and another 20 outlets in
department stores, it is thefastest growing jewellery brand in the country. To date, Oyzterbay, in just
over threeyears has sold close to 300,000 pieces of jewellery, indicating tremendous acceptabilityof
the product and the brand.
Carbon - Stylish Designs:
Carbon has been an important factor in initiating and bringing about excitement into this
personal domain. Established in 1996, Carbon launched its first fashion accessory collection ‘Venus’
at the first Carbon outlet in Shoppers Stop, Bangalore and recently opened its exclusiveboutique in
Bangalore. Exploring with accessories that nudged jewellery out of the vaultand into the wardrobe,
collections examined the world of fashion, emotion, lifestyle andhelped consumers elevate their
personal sense of style.Design is the sole factor that led to the birth of Carbon, the brand. The Carbon
designstudio regards material and technology as a tool or means of expressing the intangiblefashion
and lifestyle needs of consumers.
Agni :
Agni is a brainchild of the House of Shoors, nationally renowned jewellers, originallyfrom
Jalandhar, Punjab and presently based in Mumbai. Over a decade and a half ofexcellence in creating a
range of exclusive gold jewellery gave them a clear insight intothe heart and mind of the Indian
customer. As pioneers of the branded gold jewellery segment with Agni, the Shoors intend to
drivetheir head start across the country to make a beginning towards creating a product thatfocuses
solely on the customers benefit and interest.For the first time in India Agni makes gold jewellery
available with MRP regulation.
Kerala’s obsession with gold:
Malayalees’ penchant for gold, bordering on obsession, has an undeniable cultural and historical
backdrop.
Express tries to put in perspective the ‘shimmering’ passion that the yellow metal arouses among
Keralites, besides taking a look into the aspects that make bullion a preferred option for investment.
Kerala on top: Kerala is the biggest consumer of gold -- both in urban and rural areas -- in India, as
per the National Sample Survey Organisation statistics.
Spice for gold: The history of Kerala’s association with gold dates back to the time when global
trade in pepper and other spices began over 5,000 years ago. During those days, pepper was so
valuable that the spice was traded for gold.
The gold connect: Starting with the birth of a child, when gold ornaments are gifted to the newborn,
and all through life, the yellow metal is an indispensable part of Malayalees’ existence. However,
the practice of gifting gold on special occasions is a pan-India practice. As per conservative
estimates, India’s households own anywhere between 20,000 to 25,000 tonnes of gold, which is
equivalent to two-thirds of the country’s Gross Domestic Product (GDP). Nonetheless, barely 10%
of this bullion stock is monetised.
A marriage made in gold: An average upper-middle-class Kerala bride wears 320 grams of gold, the
highest among brides in the country. A Tamilian or Andhra bride, who wears 300 grams of gold
jewellery, comes second, followed by the Mangaluru bride, who wears 280 grams gold jewellery.
Most jewellery handmade. Nearly 65% of jewellery manufactured in India is handmade and the vast
majority of the sector is still characterised by small workshops, each typically employing two to
four goldsmiths.
A temple of riches: Another fascinating story of Kerala’s links with the precious metal is the gold in
the possession of the centuries-old Sree Padmanabhaswamy Temple in Thiruvananthapuram, the
richest temple in the world. When six of its secret vaults were opened on the instructions of the SC,
a treasure worth $22 billion in golden idols, 18-ft long diamond necklaces and several bags full of
gold coins from around the world were found. It is estimated that all the vaults, including the
unopened ones, have gold worth $1 trillion.
Factors Affecting Buying behaviour of Customer:
Indian gems and jewellery industry has undergone major structural changes. The consumer today
demands along with best service terms the best value offers and expects the retailer to be honest
enough through transparent business activities.
The factor that affect the consumer buying behaviour:
The eight factors identified are – Place Dimension (Shopping Convenience) as Factor1 comprises of
three variables viz., Reliability of jeweler, Location of the jewellery outlet and Pleasing store
environment.
Individual Dimension is identified as the factor2 and has two component variables – Esteem and
Hedonic value. Esteem value is liked to lifestyle and personality while hedonic value refers to
emotional satisfaction.
Product Dimension is identified as the Factor 3, including variables like usability and durability of
jewellery and investment purpose.
Quality Assurance (factor 4) includes three variables accuracy of weight and purity of precious metal
and certification.
Financial Dimension, explaining three component variables of price of metal, resale or buyback
guarantee and flexible payment terms.
Promotional Dimension explains advertisements, promotional schemes and word of mouth.
Design is a single component factor of uniqueness of design.
Social Dimension includes conspicuous value and prestige value.
Celebrity endorsed jewllery advertisement:
The study conducted by Friedman and Friedman, (1979) shows that celebrity is the most effective tool
for endorsing jewellery products. To this effect almost all the world famous jewellery brands use
celebrity endorser to endorse their products. For example, Kim Kardashian endorses Belle Noel brand
of jewellery products, Olivia Palermo endorses for Piaget jewellery, Lady Gaga for Tiffany & Co.
The use of celebrity for endorsing jewellery product is well known worldwide. According to
Friedman and Friedman, (1979) jewellery represents a luxury which is considered as high in
physiological and social risk. It represents prominently the products that are considered as a symbol of
status and the representation of latest fashion. Celebrity endorsement literature also suggests jewellery
as an attractiveness enhancing product. It is these characteristics of jewellery product as the
attractiveness enhancing and fashion product that attracts advertisers to use celebrity endorsement
advertisement.
Celebrity endorsed jewellery advertisement in India:
According to Biswas, Hussain, and O’Donnell,(2009), India represents a culture with high context
and high power distance. Accordingly, he suggests that the influence of celebrity in Indian culture will
be higher. According to Choi, Lee, and Kim, (2005) Asian countries use celebrity endorsement more
than the Western countries. It is attributed to the individuality- collectivistic cultures prevailing in
these countries. The use of celebrity in Indian jewellery advertisement is very high. According to
Adex report in 2008 branded jewellery has become the fourth highest category to use celebrity for
endorsing the product.
Rank Top categories
1 Social advertisement
2 Cellular phone service
3 Toilet soaps
4 Branded Jewellery
5 Internet services- general
Table showing top categories of advertisements based on number of celebrities endorsing the product.
Source:- “AdEx News Letter,” (2008).
Celebrities used for jewellery endorsement:
All the types’ celebrities are actively used by the Jewellers for endorsing their brand. Based on gender
celebrities can be classified as male and female celebrities. Even though jewellery in India is mostly
related to female the jewellery endorsement is done by both male and female celebrities. For example,
DeepikaPadukone endorses jewellery brand Tanishq, Salman Khan endorsing PNG Jewellers.,
Katrina Kaif endorses Nakshatra Diamond Jewellery, and Hrithik Roshan endorsing Joy Allukkas
Jewellery. In addition to this, Jewellers use celebrity family for endorsing their product. This type of
endorsement provides a family background for endorsements which increase the trustworthiness of
the advertisements. For example, Akshay Kumar and his wife Twinkle Khanna endorses PC
Jewellery. Celebrity Endorsement in Jewellery Advertisement 41 Source :-Adman, (2017).
DeepikaPadukone endorsing jewellery brand Tanishq. Indian jewellery advertisers use national
regional and international celebrity to endorse their product. For instance, Chemmanur jewellery uses
Maradona for endorsing their brand, Kalyan Jewellery uses Amitabh Bachchan for endorsing their
brand, and Jayaram endorsing Francis Allukkas are excellent examples of an international, national
and local celebrity endorsing jewellery products. Most of the jewellery endorsement in India is done
by ‘film stars’ followed by ‘Sports Stars’. For example, Amala Paul endorses Millenium Gold, A R
Rahman endorses Sultan Gold, Sania Mirza endorses Malabar Gold. Even though celebrity
endorsements remains one of the most highly used marketing technique among jewellery advertisers
of Kerala no research has been conducted evaluating its effectiveness in jewellery endorsement. The
marketing researchers throughout the world have developed a different model explaining the
effectiveness of celebrity endorser but they fail to answer the important questions pertaining to
celebrity endorsed jewellery advertisement i.e what are the important celebrity characteristics that
influence purchase intention for jewellery product and how a celebrity endorser induces purchase
intention. This study aims to provide answers to this pressing question among the marketing
researcher by evaluating the impact of celebrity endorsement on purchase intention of jewellery
product among Kerala population.
Reasons for Buying:
Majority of Indians seeks dual benefit of buying Jewllery, an investment coupled with a functional
addoment.Theyougsters though go for low priced, light items to be used as regularly jewellery items.
Reasons For Addictive Shopping Shopping addictive women as they enter malls, shops,
departmental stores etc. they do excessive shopping, and the reasons for that could be: There is
continuous change in India’s environment, these growing changes bring social and economic
variations on different aspects of our daily life and hence contribute to addictive shopping behaviour
of women. Now women are independent and educated. They are more aware and informed. As they
work and they do have money. When one has money then it is easy to spend. But that spending is not
wiser, hence it causes regrets. The other reasons could be increase in family income, availability of
variety of goods, discounts and offers on sales, multiple shopping channels etc. Indian women also get
influenced by others be it their friends, relatives, peer groups, neighbours; or even they compare
themselves with different celebrities. All these reason tend towards addictive shopping. Women
consider shopping as mood buster. When they are not able to stand negative feelings, pain, loneliness,
boredom, depression, fear, anger they go for shopping and this is how they boost up their mood.
Addictive shoppers live in a virtual world of their own; they forget what they are, what is their income
level etc. They just become who they would like to be. This is again a reason for addictive shopping
When any of these reasons crop up, then addictive shopper crave for shopping
Results and Findings:
Based on a survey from the people in and around Tiruchirappalli regarding consumer buying
behaviour towards jewellery, the following findings were obtained. Out of the people who were
surveyed, around 290 people were influenced by advertisements for buying jewellery and most of
them bought jewellery as an investment. Based on the hypothesis, the following results were obtained:
i) there is a significant relationship between consumer preference for type of jewellery and the gender
of the consumers; ii) there is significant relationship between consumer preference for type of
jewellery Products and age of the consumers; iii) there is no significant relationship between
consumer preference for type of jewellery Products and marital status of the consumers; iv) there is a
significant relationship between consumer preference for type of jewellery Products and monthly
family income of the consumers.
Another study found that there is a significant relationship between the gender and the level of brand
image created through celebrity advertisement. There is a significant relationship between the
occupation and the level of brand image created through celebrity advertisement. There is a
significant relationship between the income of the respondents and the level of brand image created
through celebrity advertisement.
According to yet another study, more than 60% of the respondents have good opinion towards brand
image created through celebrity advertisements. Sports persons have very less influence over the
brand image created through them.
The family income, quality of the jewellery, lifestyle, savings schemes, compliments, promotional
schemes, price, credit facilities and social status were found to act as influencing factors in buying
jewellery.
Perceived quality was found to be the most important factor in the consumer buying decision as far as
jewellery is concerned. This is followed by promotions and payment options, locality of the shop and
the last factor being the recommendations from others.
The preference and buying behaviour is mainly influenced by their own needs, desires, and peer group
influence. Customer mainly considers durability of the design, quality of jewellery, gram and weight,
purity of gold, and price charged in gold purchase. The results indicated that the co-efficient of age,
educational qualification, occupation, family monthly income level, marital status, family style,
average value of purchase, mode of purchase, frequency of visit and purchase place are positively
associated with the level of influence.
A study about diamond jewellery found the following results: Diamond jewelleries are very precious
and regarded as luxury to women and Indian women are turning up towards Diamond from traditional
Gold ornaments and younger age groups as well as working women are showing great interest
towards this rare natural gift. Also study shows there is 12% growth in CAGR in Diamond Jewelleries
segments.

New report details how to sell jewellery to Gen Z

CIBJO has released a new report into the buying habits and behaviour of Gen Z,
called Deconstructing The Next Great Jewellery-Buying Generation. The report, authored by Jonathan
Kendall, president CIBJO Marketing & Education Commission and president De Beers Group
Industry Services, notes that Gen Z are predicted to spend $US143 billion in 2019 and therefore are a
crucial market for the jewellery industry. Defined in the report as those aged 15 to 25, Gen Z are
noted for their love of social media – specifically Instagram, WeChat, and WhatsApp – which they
use to create a “global community”.They compare products, experiences and opinions continuously.
On a daily basis Instagram users alone publish over 95 million posts, and its users click more than 4.2
billion likes.As a generation, these consumers love to travel and be spontaneous, seeking “local
experiences, authenticity” and “unique things”. Kendall writes that Gen Z also “want to change the
world” and are “sustainability-minded” when it comes to what they buy, embracing resale/second-
hand services as well as eco-friendly products.The report suggests the industry offer support for
young entrepreneurs and craftspeople, emphasise ‘green’ credentials and recycling by reworking old
jewellery or incorporating second-hand elements, and keep authenticity at the heart of marketing
messages.
New trends and evolution of Indian Consumer
In a world like never before, brands have evolved to match the changing palette of the millennial
consumer. Digital revolution has not only transformed the way we shop, but also impacted what we
shop for.The consumer is evolving. While the millennial feel like an entirely different league when
compared to the simpleton consumer of the good old days, the journey of tracing this seismic shift in
consumer mind-set is sure to be an immersive one. The spotlight is on the millennial stage where
everything from the way you eat to the way you travel seems to be under a hysteria of change. As the
first decade of this millennium culminates, let’s take a minute’s breather and reimagine the world as it
was not so long ago.While shopping has been a forte for women, over this past decade they too have
learnt the art of spending in style. While the beginning of this millennium saw women moving away
from gold jewellery and towards cheaper alternatives, the birth of lightweight gold jewellery is
changing the way they accessorize altogether. Innovative gold jewellery brand Melorra is
transforming fashion by designing gold in ways that can be worn every day, even with contemporary
outfits and formal wear. And to take things to a whole new dimension, the jewellery house is carving
out gold taking inspiration from international fashion trends. With an aim to #unbore gold and
#untraditionfestivals,Melorra’s new-age design trends include everyday fashion inspirations like
Polka, checks, neons, feathers and frills.
Conclusion:
Gold has not remained just a status symbol but is being looked at as an investment avenue. People
from different age groups are interested in investing in gold because it gives financial security. The
market in the current scenario is customer oriented and importance is being given to consumers. But
the preference of customers is continuously changing according to the needs, desires, choice, fashion,
etc. More efforts could be made to improve the brand image through celebrity endorsement. The
shops should also update the trends of fashion jewellery suitable for fashion and gorgeous appearance.
Branded jewellery is facing an uptrend recently, therefore marketers should take these aspects into
consideration.
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