A

Summer Training Report

On
“A COMPARATIVE STUDY OF CONSUMER ATTITUDES TOWARDS BRANDED JEWELLERY
AND IMITATION JEWELLERY.”

Submitted for partial fulfillment of requirement for the award of degree

Master of Business Administration

of

CHHATTISGARH SWAMI VIVEKANAND TECHNICAL UNIVERSITY, BHILAI (C.G.)

Submitted By:

Tanishq Pomal

MBA Semester - III

Subject Code: 576322(76)

Session Nov. – Dec. 2022

Approved By: Supervised By:

Prof.Jayesh Karia Dr. Sujit Dey

Director Designation

FACULTY OF Management

RAIPUR INSTITUTE OF TECHNOLOGY

(Under the aegis of Mahanadi Education Society)

Approved By AICTE, New Delhi & Affiliated to CSVTU, Bhilai

 DECLARATION

I the undersigned solemnly declare that the report of the project work titled “A COMPARATIVE
STUDY OF CONSUMER ATTITUDES TOWARDS BRANDED JEWELLERY AND IMITATION JEWELLERY. is
based on my own work carried out during the course of my study under the supervision of Dr. Sujit
Dey

I assert that the statements made and conclusions drawn are an outcome of the project work. I further
declare that to the best of my knowledge and belief that the project report does not contain any part of
work which has been submitted for the award of any other degree/diploma/certificate in this University
or any other University/Institution.

(Signature of the Student)

Name: Tanishq Pomal

Enrollment No.CB3450

Roll No.501207621065
CERTIFICATE OF THE COMPANY/ORGANIZATION
 CERTIFICATE BY THE SUPERVISOR

“A
This is to certify that the report of the project submitted is the outcome of the project work
COMPARATIVE STUDY OF CONSUMER ATTITUDES TOWARDS BRANDED JEWELLERY AND
IMITATION JEWELLERY . carried out by Tanishq Pomal bearing Roll No. :501207621047&
Enrollment No. CB3413.under my supervision for the award of Degree in Master of Business
Administration (MBA) of Chhattisgarh Swami Vivekananda Technical University, Bhilai (C.G), India.

To the best of my knowledge the report

i. Embodies the work of the candidate him/herself,

ii. Has been duly completed,
iii. Is up to the desired standard for the purpose of which is submitted.

(Signature of the Supervisor)

Name: Dr. Sujit Dey

Designation:
 CERTIFICATE BY THE EXAMINERS

This is to certify that the project titled “A COMPARATIVE STUDY OF CONSUMER ATTITUDES

TOWARDS BRANDED JEWELLERY AND IMITATION JEWELLERY Submitted by Tanishq Pomal,

Roll No501207621065 Enrollment No.CB 3450has been examined by the undersigned as a part of the
examination for the award of Master of Business Administration (MBA) of Chhattisgarh Swami
Vivekananda Technical University, Bhilai (C.G), India.

(Signature of Internal Examiner) (Signature of External Examiner)

Name: Name:

University ID: University ID:

Designation: Designation:

Institution: Institution:

Date:
 ACKNOWLEDGEMENT

I wish to express my sincere gratitude to Mr. AJAY POMAL , owner of “ANJALI JEWELLERS” for

providing me an opportunity to my project work.

I sincerely thanks to Dr. Sujit Dey for their guidance and encouragement in carrying out this project

work. I also wish to express my gratitude to the official and other teachers and staff members who rendered

their help during the period of my project work and opportunity to embark on this project.

I am also thankful to my friends and family members that they supported me every time at my falls during

this project period.

 Table of content

Contents Page No

Declaration by the student (i)

Certificate of the Company/Organization (ii)

Certificate by the Supervisor (Internal Guide) (iii)

Certificate by the Examiners (iv)

Acknowledgement (v)

Chapter 1. Introduction to the study 1

1. Research Background -
2. Contributions
-

Chapter 2. Company Profile -

1. About the company -

2. The relation of work done in your
-
study to the company

Chapter 3. Literature Review -

1. Related to the work done in your -

study
Chapter 4. Research Methodology -

1. Objective of the Study -

2. Research Plan
-
1. Research Design
2. Sampling Technique
-
3. Sample Size
4. Sampling Area -
3. Data Collection
-

Chapter 5. Data Tabulation, Analysis -

and Results

1. Type of Analysis Applied -

2. Results of the Analysis

Chapter 6. Findings of the Study -

Chapter 7. Recommendations -

Chapter 8. Limitations -

Chapter 9. Conclusions -

References -

Appendices: -
I Questionnaire Used -

II Any other appendix -

 Chapter- 1

Introduction to the study

1.1 Research Background
2 In India, gold is considered as a glamorous metal and as a status symbol
among the people. It tends to have religious as well as cultural
significance. India is deemed to be the hub of the global jewelry market.
The Jewelry sector in India plays a significant role in the economy
which contributes around 7 percent in the GDP and 15.71 percent in
India’s total merchandise exports. It is also providing employment to
over 4.64 million workers. This sector is contributing in a big way to the
country’s foreign exchange earnings. The average annual consumption
of gold in India is between 700 and 800 tones.
3 The jewelry sector in India is highly unorganized having only 4-5
percent share as organized. So, it provides an opportunity to organized
gold jewelers can to enter into the Indian market. Now there are more
than 15,000 players across the country in this sector. There are about
4,50,000 goldsmiths spread throughout the country. There are numerous
of national players who are engaged in organized sector such as Tata
(Tanishq), Peacock Jewelers Private Ltd., Joy Aluklas, etc. Multi-
national jewelry brands such as Tiffany, Christian Dior, Bvlgari, Harry
Winston and Zales are to be entered after the approval the Government.
There are numerous factors which motivates the customers to buy
branded jewelry over unbranded jewelry. These factors include
attractive and innovative designs, better quality, purity, variety,
durability, lightweight, comfortability to wear, uniqueness, trust,
specific product benefits or shopping experience, status symbol, etc.
Hence, these factors are affecting the behavior of the customers in
purchasing jewelry.
4 This same Indian gem as well as jewelry industry is among India's
fastest- growing business activities (Ketan 2009) And in Indian
 economy, the jewelry sector plays an important role. Over past months,
that presence of the coordinated sector is increasing quite regularly.
5 It could also be due to an increased knowledge with branded jewelry.
Branded gems are also the industry leaders mostly on acquisition but
valuation ranking. This has an essential importance in various societies
with in highest parts of the globe, as it is a sign for achievement,
strength or prosperity.
6 The Analysis investigates various aspects and variables shaping branded
jewelry market tastes. Attention often affects the behavior with
consumers as seen when buying branded jewelry. They use the
resources that are available, including such energy, money and
commitment. Cultural, physical, type of psychological influences affects
the purchasing behavior.
7 India's gem or jewelry market has tremendous potential for
improvement, because it has an actual advantage with low production
cost but highly competent labor which distinguishes it in its competitors.
Due to India’s least dynamic jewelry & gems industry, due to low cost
of manufacture or educated worker’s supply.
8 That industry often plays a critical role in the national economy as this
is a significant source of foreign exchange and accounted for further
than 12 per cent of total sales from India. And although Indian market
remains incredibly decentralized, it does really quickly will become an
integrated market. There are indeed various reasons for supporting
branded jewelry. People want to live a high quality of life of good taste,
people who've been glamorous but wasting money, persons that choose
to reflect social money and status, people who choose to be trendy and
people who get it, buy branded gold jewelry.
 1.2 Contribution

➢Consumer Buying Behavior While Buying Jewelry:

Thus, buying the product, the consumer shows various forms in actions
against various types of objects, from either a toothpaste tube to a new
vehicle. The most complex decisions often include so much buying
participants and therefore more deliberations with buyers. When
purchasing a costly jewelry commodity that maintains the self-esteem of a
customer, a consumer shows dynamic purchase behavior.

Consumers to engage through complicated purchasing behavior once they

are intimately invested in such a purchase as well as perceive distinct
changes between brands. Consumers could be heavily involved because
when price is high, risky, rarely purchased as well as highly self-
expressive.

Such customer goes by a cycle of learning, eventually gaining interest in

the quality, and after those behaviors but finally making a careful buying
decision. Marketers with highly engaged products should comprehend this
same information search and analysis behavior with highly engaged
consumers; those who must cause consumers learn about both the
characteristics of both the product class as well as its relative value.
➢ Awareness Of Consumer About Branded Jewelry:
Branded jewelry is in roads into another Indian market, to businesses
including Titan or Kalyan Jewelers seeing buyers moving to or from
mainstream retailers. Consumers are becoming more aware of performance
than those of previously.
India would have the world's biggest price of gold in 2001; it's using 855
tons per year, 95 % from which is being used for jewelry. The majority of
a costume jewelry bought in India was modeled in the typical Indian style.
Jewelry had been mainly made from 18, 22 and 24-carat gold.

That being said, as a whole jewelry segment is likely to grow at a CAGR to

about 14 percent during 2009-2012. Upwards of 3/4th of the Indian
population buys branded jewelry. It can all be said that the community is
aware of both the branded products but has used them.

➢ Brand Appeal:
Branded jewelry has carved out a niche and in tough Indian market for
itself, and also its growing able to generate suggest that even a large
portion of both the jewelry industry would soon become cornering. Despite
India's retail sector booming, many firms also made their place into another
mainstream jewelry business, marketing their commodity that has never
been "marketed" through various ways.

Even more so since branded jewelry is really the chief concern on the
market, having obtained a niche quickly during the last few years. Many of
the firms that much played skillfully masterfully Indian culture and
traditions culture and traditions promote as well as create one’s brands.

Jewelry was on the market with every occasion; sometimes Valentine's

Day calls towards "special [diamond] stuff for such a particular
individual." Thirty brands are introduced in 2004; amid that pessimism
about either the marketability for jewelry in such a country entrenched in
purchasing conventional goldsmith decorations.
➢ Consumer Perception in jewelry industry:
Runco’s (2006) Throughout they study entitled "Indian Customers
Showing Interest in Branded Jewelry," he discovered that India's gems but
also jewelry market has tremendous potential besides development in the
years. This has an added benefit of low production costs as well as highly
competent labor, which separates itself from its competing companies.
That global demand for gems including jewelry was expected to rise at
even a “CAGR (Compound Annual Growth Rate) of around 14% during
2009-2012”.

Alok Kala (2010) By its research "Diamond World" it was reported which
Jaipur offers tremendous potential mostly in diamond industry diamond
market. In India and worldwide these gems but also jewelry will be in great
demand. Jaipur export market a great assortment with jewelry from gold,
platinum as well as studded. This same analyst also said Sitapur's jewelry
industry already accounted to “retention of Rs 450 crore, which includes
Rs 300 crore of the exports”.

Shah Vipul (2012) Within another research entitled "Trend in Gem

Leadership and Jewelry," he noted that the majority of gold retailers rose
rapidly as when the branded jewelry industry trended. Branded players like
“Tanishq, Oyzterbay, D'Damas, Gili as well as Carbon opened sales outlets
through different areas of the state. Traditional jewelers” have now begun
producing manufacture lightweight expensive jewelry; several of them
would have the in-house labels introduced.
However, “this same share of branded jewelry in the total jewelry market
remains small (about Rs. 10 billion of the Rs. 400 billion per annum
jewelry market in 2002), although it is growing at a rate of 20 to 30% per
annum”.

Zaveri Samrat (2003) In this study entitled "Branded & Gold Jewelry
Market in India" these were did find there has been a change in consumer
demand that since late 1990s, resulting in women progressively opting
besides fashionable but also lightweight jewelry rather than traditional
chunky jewelry. There's been an increase in wages besides lightweight
jewelry, particularly besides customers between both the ages of 16 as well
as 25 that considered jewelry to be accessories, and therefore not
investments. Jewelers could also recognize consumers ' changing needs,
motivations as well as expectations and in jewelry system and make latest
needs and developments.

Ekanayake, et.al., (2010) According another report entitled 'Entrepreneurial

Strategic Growth Framework for Achievement of Premium Price also for
“Sri Lankan Gem and Jewelry Industry,' they observed that perhaps the Sri
Lankan gems and jewelry industry” was capable of producing a profitable
product base and was poised to face a decline in sales price. Such decline
therefore contributed to just the dissolution of both the belief structure
throughout the sector, causing many companies to grow in isolation. The
reported which private enterprise innovation controls the industry value
structure beyond state intervention.

Paul Noronha (2005) Mentioned through her report whether branded

jewelry have built its niche for itself in challenging Indian market as well
as its rising growth levels show that a large proportion of both the jewelry
industry would soon come to an end.

Osjag (2009) branding was "an inevitable habit. “This offers consumers a
certain degree of trust that they have been buying a legitimate commodity.
Branded jewelry also arrived but has won a spot on the store shelves of
world jewelry. Through reality, every customer should pay closer attention
to what brand individuals will purchase, rather than thought "branded or
unbranded”.

Anderson Katherine and Sharp Byron (2011) Find in another analysis

because individuals from different age classes had different views
regarding brand choices. Also, women and men provide conflicting views
about than a brand's preference.

Bian Qin and Forsythe Sandra (2011) Within the research "Purchase
intention with luxury goods: a cross- cultural analysis," the report discusses
the impact of human personalities, environmental influences, cultural and
cross-cultural influences and eventually that dimension correlated with
both the goods in customer purchasing intention or actions.

Geiger-Oneto, Gelb, Walker and Hess (2013) Investigate that preference

between premium brands versus non-luxury brands including counterfeits
which customers produce. That research is also exploring that how
consumer's mind constructs that decision.
Along with everyone’s study (2012) “Mukherjee, Satija, Goyal and
MantralaeZou state consumers ' buying behaviour, brand perception of
foreign brands”.
“Mckinsey (2005) It is with the view that perhaps the branded jewelry
industry is still very much in the adolescence”, but rising changing
demographics suggest that perhaps a large portion including its market
would be cornered in either a short time. That greatest point to both the
marketed market is whether conventional jewelry often began creating
jewelry collections behind a branded product.

Shah, Ashwin (2008) It emphasizes which responsible shoppers who've

been searching towards high-value gifts of occasions such as concerts will
choose to schedule the jewelry shopping but ultimately buy through
credible jewelry.

“Iftikhar, Hussian, Khan and Liyas (2013)” Investigate the concept with
social class throughout consumer purchase intention. This same study
explored the connection among status, income, education and jobs that
also, in switch, does have an influence on the development class and shows
buying behaviour of consumers. Jain (2012) reiterates also that architecture
of Jewelry must also be as per the specifications of both the customer.

Indu Rao (2009) Considers that Indian diamond industry is thriving during
an atmosphere with confidentiality but instead informality which really
encompasses diamond trade but has lengthy become labeled as just a
disorganized economy sector.
An in-depth industry analysis showed how, in reality, and this so-called
service
industry becomes extremely structured but has tremendous opportunity to
deliver some important insights into to the management area throughout
introduction of available aspects.
Chapter – 2

Company profile
2.1 About the company
Since time immemorial diamonds have fascinated humankind. No wonder then,
they have been tagged as miniature stars, tears of God and fortune changers.
Estrella Jewels, through its innovative designs, impeccable workmanship and
stunning finish has added yet another tag to this long list - divine beauties.

Our confidence stems from our reservoir of creativity, from our spirit of artistic
adventure and yearning for perfection. We are fearless when it comes to
customized designs, and therefore tread the path which has never been travelled
before. It simply means we create trends instead of following one.

Our inspiration has always been “nature” and its stunning elements while the
hunger for flawless detailing keeps the creative juices of our design team
flowing, in perpetuity. Even our mass produced diamond jewelry reflects class
and unique character. As for our signature diamond jewellery, our customers
will vouch for our craftsmanship.

We consider diamond jewelry designing an art. It is this belief which allows us

to walk that extra mile along the creative path to produce designs which at
times are a fusion of classic and contemporary fervour and at times reflection of
a compelling emotion.

All this is possible because of our dedicated craftsmen, unrelenting pursuit for
excellence, fine machinery and a development team which has never
encountered the word “Impossible”. Our artisans understand just one language -
the language of perfection. Therefore, Estrella Jewels offers not just rings,
pendants, earrings and bracelets; it offers a legacy which can be left behind
with great pride.

Custom design is our forte. It pumps up our adrenalin and brings out the best in
us. Get in touch, and we promise to sow the same seeds of excitement around
your customers too. We don't just export diamond jewelry, we build metaphors
of beauty.
2.2 the relation of work done in your study to the company.

 VISION
Every enterprise builds a virtual mirror, an artificial horizon for that
perceptual experience of seeing their business down a definite timeline. Even
we have built that "Mirror" which reminds everyone associated with Estrella
Jewels of the following nonnegotiable and unshakable goals

 To establish greater trust and enhance the brand value of Estrella Jewels.
 Embrace changes wholeheartedly. At Estrella Jewels we'd want to become
pioneers of changes, bring in paradigm shift and thereby increase market
leadership.
 Build and execute newer business strategies for greater operational
excellence which in turn will allow us to exceed in our objectives.
 Create excellent knowledge hub that will allow us to optimize resources.

MISSION

Like vision, every business has its own set of objectives too. At Estrella Jewels
we are committed to excellence; while creating superlative designs has been
our motto. Mentioned below are not just our mission statements - it reflects our
love for designing and manufacturing jewellery

 To develop radical designs that will evolve into symbols of fashion statement,
elegance, impeccable workmanship and absolute quality.
 To learn and imbibe newer designing and development techniques which will
help us offer our customers unprecedented range of fine jewellery.
 Unwavering commitment to high designing and manufacturing standards.
 Spread love and happiness through aesthetically pleasing and one of a kind
product/s.
 We aim to redefine industry standard designs and quality score through path
breaking strategies.
 Chapter-3

LITERATURE REVIEW
3.1 Related to the work done in your study

Indian consumers prefer gold and diamonds

According to Investopedia, India is the top consumer for gold jewelry,
with 136.6 tonnes, in Q4 of 2019.
In Indian culture, gold symbolizes prosperity, as well as long term
commitment. This is why it is the preferred precious material, especially for
wedding traditions, while more modern brides also choose silver and platinum.

Gold is also associated with the Hindu Goddess Lakshmi and with festivals like
Dhanteras and Akshaya Tritiya. In these times, people who buy the precious
metal are doing it to attract good fortune.
Still, Indian consumers also appreciate diamonds. As figures show, India
processes 1 billion pieces of diamonds annually, out of which 25% is for
internal consumption, which means that domestic sales of diamonds are
somewhere around $5.75 billion.
Manufacturers and designers point out that, since 2013, consumers’ have been
more interested in diamonds. In 2018, retail representatives emphasized that the
demand, in terms of gold versus diamond studded jewellery, was between 90-
95% for gold and 5-10% for diamonds.
Even India’s most wealthy consumers still pay attention to materials, more than
branding
By 2025, India’s ultra-high-net-worth individuals (UHNWIs) - people with
wealth of over $30 million -, will grow by 63%, reaching 11,198, according
to Knight Frank India. The percentge is extremely important, taking into
account that it is significantly higher than the global rate of 27%. Moreover, the
country’s number of billionaires is now at 113, showcasing that there is much
wealth accumulated in the country.
Given India’s rich culture and passion for heirloom jewelry, precious gems and
metals are the main preference for consumers. As the De Beer’s report shows,
in the 2020 holiday season, over 4 out of 5 men in higher income groups were
interested in purchasing diamond jewelry for their significant others.
Heirloom jewellery as wedding gifts. Image credit : Times of India
What is extremely interesting is that even high income jewelry consumers place
much importance on the actual materials than on the brands themselves. The
reason is that it is in the people’s culture to perceive jewelry as investment and,
thus, assess it taking into account the type and weight of gold, as well as
the diamonds’ carats.
Still, international companies have managed to penetrate the Indian market.
Their objective is to get consumers accustomed to their luxury standards, so
that they also consider aspects like heritage, brand, associations etc.
5 trends that are shaping the Indian market
1. Online shopping and product discovery are developing
E-commerce is gaining ground in India, where, according to the 2021
Digital report, 76.7% of Internet users between 16 and 64 years’ old purchased
a product online, in the past month. In total, over 548 million
consumers purchased 46 billion worth of goods online, in 2020.
According to the Online Gold Market in India report, issued by the World Gold
Council, consumers aged 18 to 45 represent about 70-80% of online shoppers.
The average bill is somewhere around RS 25,000-30,000.
As the same report shows, a mere 1-2% of gold jewelry purchases are made
online, as 17% of urban and 3% of rural gold jewelry purchases are made using
an e-channel.
Still, the trend is an ascending one. The Indian market for jewelry was assessed
at $850 million, in 2019, and is projected to reach $3.7 billion, by 2025.
 Chapter – 4

Research methodology

3.1 Research Methodology

Research methodology is the systematic method or process dealing with identifying problem, collecting
facts or data, analysing these data and reaching at certain conclusion neither in the form of solutions
towards the problem concerned or certain generalization for some theoretical formulation. Moreover,
research methodology describes the methods used to collect the data and analysed it by following the
research design, sampling technique, measurement and instrumentation, data collection, conceptual
framework and data analysis.

This research study analyses the psychological influential factors that impacts the decision of students to
choose Online mode over Offline Mode of learning or Offline mode over Online mode of learning in
Raipur Region.
4.2 RESEARCH PLAN

RESEARCH DESIGN EXPLORATORY METHOD

RESEARCH METHOD USED SURVEY METHOD

RESEARCH TECHNIQUE USED (PRIMARY QUESTIONNAIRE

DATA)

SOURCE OF DATA COLLECTION RAIPUR, CHHATTISGARH

SAMPLING METHOD CONVINIENCE SAMPLING

SAMPLE SIZE 100

4.2.1RESEARCH DESIGN

Research design is a master plan specifying the methods and procedures guiding researcher to collect their
data and analysis for their research. The most common research designs that the researchers always use is
exploratory, descriptive and causal. In the present study, exploratory and descriptive is used as purpose of
the study to obtain and analyse the data.

The researchers have followed the following steps for conducting our survey:

1. In our first step, we researchers decided the topic for our research.
2. In our second step, we searched the secondary data and information for the project and decided to
conduct the survey.

3. Then we identified our target population and decided our sampling procedure, i.e., non- probability
sampling.

4. We researchers decided our data collection method as ‘Questionnaire method’.

5. In our sixth step, we collected the primary and secondary data for our project.

6. In our next step, we analysed our questionnaires.

7. In the last step, we drew interpretations and generalizations and reached onto the ultimate
conclusions.

SAMPLING TECHNIQUE

Sampling is a method wherein some elements of population are selected to draw a conclusion about
the entire population.

The researcher has used convenience sampling technique. Convenience sampling technique is the least
reliable design but normally the cheapest and easiest to conduct. The researchers have the freedom to
choose whomever they find, thus this convenience.

Example – family, friends, neighbours, employees, teachers, etc.

SAMPLING SIZE

 Area: Raipur

 Sampling Frame: Student/ business class

 Sampling Size: 100

 Sampling Method: Convenience Sampling

 DATA COLLECTION

Data collection is a term used to describe a process of preparing and collecting data – for example as part
of a process improvement or similar project. The purpose of data collection is to obtain information to
keep on record, to make decisions about important issues, to pass information on to others. Primary data is
collected to provide information regarding a specific topic.

The researcher has collected the data required for research project through two ways: -

 PRIMARY DATA -

Primary data are those which are collected afresh and for the first time and this happen to be
original in character. Primary data consist of surveys through questionnaires, observation,
interviews and focus groups, which shows that direct relationship between Online Mode of
Learning and Offline Mode of Learning― In our study we have used questionnaire for collecting
data.

The observation method is the most commonly used method specially in study related to
behavioral sciences. Observation becomes a specific tool and the method of data collection for
the researcher, when it is formulated several purposes.

 SECONDARY DATA –

These are those data which have already been collected by someone else and which have been
already used as per requirement. It is the data collected by someone other than the user. Common
sources of secondary data for social science include censuses, surveys, organizational records
and the data collected through qualitative research.

It refers to those data which were gathered for some other purpose and are already available in
the firm’s initial records and commercial, trade or government publication. It is done through
Published survey of market, and report, specialized libraries, general library research sources.
SAMPLING AREA

We have target 100 common people for the purpose of this research. The targeted population represents
the bhilai Region. Peoples are from different treatment and from different others reasons to come shop.

It is a description of the characteristics of that group of people from whom a people is intended. It
attempts to describe them as they are rather than as the describer would like them to be. Also called the
audience the audience to be served by our project includes key demographic information (i.e.; age, sex
etc.) The specific population intended as beneficiaries of a program. A population to be reached through
some action or intervention; may refer to groups with specific demographic or geographic characteristics.
The group of people one is trying to reach with a particular strategy or activity. The target population is
the population we wanted to use in order to conclude with, the sampling frames to matches the target
population. A specific resource set that is the object or target of investigation. The audience was given
course of instruction is intended.
 Chapter – 5

Method tabulation,

analysis and result

Count of Gender:

5.1Types of Analysis Applied

DEMOGRAPHIC DISTRIBUTION
It is very important to categorize the respondent's demographic profile because
it gives broad picture and helps bankers to analyse the demographic factors which
influence and are associated with the satisfaction levels.

I. Gender of the Customer: -

Sr. No. Gender Frequency Percentage (%)

1 Male 97 69
 2 Female 41 29
3 OTHER 1 1
PREFER NOT
4 1 1
TO SAY
TOTAL 140 100

Female
Male
Other

Prefer not tosay

 Interpretation:

In the gender wise distribution, most of the respondents were male

members. And female members were in minority under study. Male member
consist of 97(69%) & female member consist of 41(29%)& other member
consist of 1(1%) & Prefer not to say member consist of 1(1%) of the total
respondents.
II. Age of the Customer:-

Sr. No Age Frequency Percentage (%)

1 18 years to 25 years 88 63
2 25 years to 30 years 31 22
3 30 year above 6 4
4 18 years below 15 11
Total 140 100

15, 11%
6, 4%
18-25
25-30
30 above
31, 22% below 18
88, 63%

 Interpretation:

In the age wise distribution of respondents, 88(63.%) were in the age

group of 18 years to 25 years; 31(22%) were in age group of 25years to 30
years; (6) 4% were in age group of 30 year above 15(11%) were of 18 years
below. So, in age wise distribution majority is of 18 years to 25 years.
III. Marital of the Customer:-
Sr. No. Gender Percentage (%)
1 unmarried 68

2 married 32
TOTAL 100

Count of Marital Status.

Married 32%

Unmarried 68%
Married
Unmarried

 Interpretation:

In theMarital status wise distribution, most of the respondents were

Unmarried members. And Married members were in minority under study.
Unmarried member consist of 68% & Married member consist of 32% of the
total respondents.

\
IV. Education of the Customer:-
Sr. No Education Frequency Percentage (%)
1 Diploma 1 1
Diploma in civil
2 1 1
engineering
Graduate 1 1
3 PG And above 42 30
4 Professional 16 11
Secondary To
5 53 38
Graduation
6 Sy Bcom 1 1
Up To
7 24 17
Matriculation
8 Blank 0 0
Total 140 100
Countof What is your Educational Qualification?
24, 171%1,, 111%
1, 1%42, 30%
Diploma

53, 38%16, 11% Diploma in civil engineering.

Graduate
PG & Above Professional

 Interpretation:
In the study, education wise distribution was done in which 1(1%) customers were
found Diplom,1 (1%) were Diploma Civil Engineering, 1 (1%) were graduate & 42(30%) were
PG and Above,16(11%) customers were found Professional,53 (38%) were secondary to
Graduation, 1 (1%) were Sy Bcom & 24(17%) were Up To Matriculation.
IV. Month Family Income of the Customer
Sr. No Type Of Income Frequency Percentage (%)
Less Then
1 49 35
25,000
2 75,000-1,00,000 15 11
3 50,001-75,000 17 17
4 25,001-50,000 41 29
1,00,000 and
5 above 18 18
Total 140 100

Count of What is your Monthly Family-Income?

60
5049
41
40

30

Total

20 18 17
15

10

0
1,00,000 & Above25,001 - 50,00050,001 - 75,00075,000-1,00,000 Less then 25,000

 Interpretation:
In the study, education wise distribution was done in which 49(35%) Less then
25,000 were found Income,15(11%) were Income 75,000-1,00,000, 17(17%) were Income
50,001-75,000,41(29%) were Income 25,001-50,000,18(18%) were Income 1,00,000 and

above.
V. Count of Which kind of preference to buy?

Type of
Sr. No Frequency Percentage(%)
Preference
1 Fashion 36 26
2 Festival 16 11
3 Gift 10 7
4 Investment 54 39
5 Occasion 24 17
Total 140 100

COUNT OFWHICHKINDOFPREFERENCE TO BUY?

Festival 11%
Gift 7% Occasion 17%
Fashion 26%

Investment 39%

 Interpretation:
In the study, Type of Preference was done in which 36(26%) Fashion,16(11%) were
Preference of festival, 10(7%) were Preference of Gift,54(39%) were Preference of
Investment,24(17%) were Preference of Occasion.
1. Count of Which kind of products in jewelrypreferred?

Sr. No products Frequency Percentage (%)

1 Bangles 21 15
2 Bracelets 11 8
3 Chains 39 28
4 Earrings 28 20
5 Neckless 23 16
6 Rings 18 13
Total 140 100

Countof Whichkindofproductsinjewelrypreferred?

100%
80%
60%
Total
40% 21 11 39 28 23 18
20%
0%

BanglesBraceletsChainsEarringsNecklessRings

 Interpretation:

Majority of the respondents i.e. 21(15%) were Product is Bangles, 11(8%)

were Product is Bracelets,39(28%) were Product is Chain4,28(20%) were
Product is Earrings,23(16%) were Product is Necckless,18(13%) were Product
is Rings.
2) Count of Which kind of attributes attract to purchase?

Sr. No attributes Frequency Percentage (%)

1 Designs 29 21
Gram and
2 33 24
weight
Making and
3 3 2
wastage charges
4 Price 16 11
Product Quality
5 47 33
Purity
6 12 9
Total 140 100

Count ofWhichkindofattributes attracttopurchase?

Purity 12

Product Quality 47

Price 16

Total
Making and wastage charges 3

Gram andweight 33

Designs 29

05101520253035404550

 Interpretation:
Majority of the attributes i.e. 29(21%) were attributes Design,33(24%) were
attributes Gram and Weight,3(2) were attributes Making and wastage charges,16(11%) were
attributes Price,47(33%) were attributes Product Quality,12(9%) were attributes Purity.
3) Count of Which kind of factors influence to buy?

Sr. No influence to buy Frequency Percentage (%)

1 Designs 22 15
2 Gram and weight 18 13
Making and
3 11 8
wastage charges
4 Price 25 18
Product Quality
5 43 31
Purity
6 21 15
Total 140 100

COUNT OF WHICH KIND OF FACTORS INFLUENCE TO

Designs
21, 15%22, 15% Gram andweight
Making and wastage charges Price
Product Quality
18, 13% Purity
43, 31% 11, 8%
25, 18%

 Interpretation:
Majority of the respondents 22(15%) were influence to buy from Designs, 18(13%)
were influence to buy from Gram and weight, 11(8%) were influence to buy from Making
and wastage charges, 25(18%) were influence to buy from Price, 43(31%) were influence
to buy from Product Quality, 21(15%) were influence to buy from Purity.
4 Count of Which method is prefer for payment?

Sr. No payment Frequency Percentage (%)

1 Cash 62 44
Debit/Credit
2 48 34
Card
Net-banking
3 30 22
and UPI
Total 140 100

COUNT OF WHICH METHOD IS PREFER FOR PAYMENT?

62

48

30
Total

CASH DEBIT/CREDIT CARD NET- BANKING AND UPI

 Interpretation:

Majority of the respondents 62(44%) were prefer payment method is cash, 48(34%)
were prefer payment method is Debit/Credit card, 30(22%) were prefer payment method is
Net-banking and upi.
5 Count of Do you have any bank account?

Sr. No bank account Frequency Percentage (%)

1 Yes 27 19
3 no 113 81
Total 140 100

Count of Do you have any bank account?

27, 19%

No
113, 81% Yes

 Interpretation:

From the above table it is clear that 27(19%) Customers are have there
bank account and 113(81%) Customers are have not there bank account.
6 The bank provides ATM services in multiple locations.

ATM
Sr. No services by Frequency Percentage (%)
bank
1 Bank Of Baroda 43 34
2 Boi 1 1
3 HDFC Bank 22 18
4 ICICI Bank 24 19
Kotak Mahindra
5 17 14
Bank
Paytm
6 Payments Bank 8 6
Royal Bank of
7 1 1
Canada
8 SBI 3 2
9 Sutex Bank 6 5
140
Total 100

Count of Enter your bank and branch name..

Sutex… Royal… Kotak…

6 HDFC…
Bank Of… 3
1
0 8
17
24 Total
1 22
43
10 20 30 40 50
Kotak Paytm Royal
Bank Of HDFC ICICI Sutex
Boi Mahindr Payment Bank of SBI (blank)
Baroda Bank Bank Bank
a Bank s Bank Canada
Total 43 1 22 24 17 8 1 3 6

 Interpretation:

From the above table it is clear that ATM Service by banks.43(34%)

provide by Bank of Baroda, 1(1%) provide by Boi, 22(18%) provide by HDFC,
24(19%) provide by Icici, 17(14%) provide by Kotak Mahindra, 8(6%) provide
by Paytm Payments, 1(1%) provide by Royal Bank of Canada, 3(2%) provide
by SBI, 6(5%) provide by Sutex Bank.
7 Count of Which Frequency of Jewelry Purchase?
Sr. No Purchase Percentage (%)
1 Once in 3 months 34.21
2 Once in 6 month 25.18
3 Once in a year 81.58
Total 100

Count ofWhichFrequency of Jewelry Purchase?

34, 24% Once in 3 months Once in 6 months

Once in a year

81, 58%
25, 18%

 Interpretation:

From the above table it is clear that 34.21% Customers are purchase a
jewelry once in 3 month, 25.18% Customers are purchase a jewelry once in 6
month, and 81.58% Customers are purchase a jewelry once in a year.
8 Count of Which Reason for purchasing jewelry in branded
showroom? [Shopping experience]

Sr. No Purchasing from Frequency Percentage (%)

showeoom %
1 Strongly Agree 35 25
2 Agree 54 38
3 Neutral 26 19
4 Disagree 18 13
5 Strongly Disagree 7 5
Total 140 100

Count of Which Reason for purchasing jewelry in branded showroom? [Shop

60 54

50

40 35

30 26

18
20

10 7

0
Agree Disagree Neutral Strongly AgreeStrongly Disagree

 Interpretation:
From the above table it is clear that purchasing jewelry from
branded showroom strongly agree customers are 35(25%), agree
customers are 54(38%), Neutral customers are 26(19%), Disagree
customers are 18(13%), strongly disagree customers are 7(5%).
9 Count of Which Reason for purchasing jewelry in branded
showroom? [Trendy and fashionable jewelry]

Sr. No Reason of Frequency Percentage (%)

purchasing
1 Strongly Agree 44 31
2 Agree 47 34
3 Neutral 26 19
4 Disagree 13 9
5 Strongly Disagree 10 7
Total 140 100
Count of Which Reason for purchasing jewelry in branded
showroom? [Trendy and fashionable jewelry]

50 47
44
45
40
35 26
30
25
20 13 10
15
10
5
0
Agree Disagree Neutral Strongly Agree Strongly Disagree

 Interpretation:

From the above table it is clear that Reason for purchasing jewelry
in branded showroom Trendy and fashionable jewelry strongly
agree customers are 44(31%), agree customers are 47(34%),
Neutral customers are 26(19%), Disagree customers are 13(9%),
strongly disagree customers are 10(7%).
10 Count of Which Reason for purchasing jewelry in branded
showroom? [Wide range of products under one]
Sr. No Frequency Percentage (%)
1 Strongly Agree 48 34
2 Agree 38 27
3 Neutral 34 24
4 Disagree 18 13
5 Strongly 2 2
Disagree
Total 140 100

Count of Which Reason for purchasing jewelry in branded showroom? [Wide

60

48
50
38
40 34

30

18
20

10
2
0
Agree Disagree Neutral Strongly Agree Strongly Disagree

 Interpretation:

From the above table it is clear that Reason for purchasing jewelry
in branded showroom Wide range of products under one strongly
agree customers are 48(34%), agree customers are 38(27%),
Neutral customers are 34(24%), Disagree customers are 18(13%),
strongly disagree customers are 2(2%).
11 Count of Which Reason for purchasing jewelry in branded
showroom? [Reliability]

Sr. No Reliability Frequency Percentage (%)

1 Strongly Agree 39 28
2 Agree 54 39
3 Neutral 23 16
4 Disagree 21 15
5 Strongly Disagree 3 2
Total 140 100

Count of Which Reason for purchasing jewelry in branded showroom? [Relia

60 54

50
39
40

30
23
21
20

10
3
0
Agree Disagree Neutral Strongly AgreeStrongly Disagree

 Interpretation:
From the above table it is clear that Reason for purchasing jewelry in
branded showroom Reliability strongly agree customers are
39(28%), agree customers are 54(39%), Neutral customers are
23(16%), Disagree customers are 21(15%), strongly disagree
customers are 3(2%).
12 Count of Which Reason for purchasing jewelry in branded
showroom? [Price]
Sr. No Price reason Frequency Percentage (%)
1 Strongly Agree 40 28
2 Agree 43 31
3 Neutral 36 26
4 Disagree 17 12
5 Strongly Disagree 4 3
Total 140 100

Count of Which Reason for purchasing jewelry in branded showroom?[Price]

50 43
45 40
40 36
35
30
25 17
20
15
10 4
5
0
AgreeDisagreeNeutralStrongly AgreeStrongly Disagree

 Interpretation:
From the above table it is clear that Reason for purchasing jewelry in
branded showroom Price strongly agree customers are 40(28%),
agree customers are 43(31%), Neutral customers are 36(26%),
Disagree customers are 17(12%), strongly disagree customers are
4(3%).
 13 Count of Which Reason for purchasing jewelry in branded
showroom? [Exchange]
Sr. No Exchange Frequency Percentage (%)
reason
1 Strongly Agree 34 24
2 Agree 49 35
3 Neutral 34 24
4 Disagree 14 10
5 Strongly Disagree 9 7
Total 140 100
Count of Which Reason for purchasing jewelry in
branded showroom? [Exchange]
60
49
50

40 34 34

30

20 14
9
10

0
Agree Disagree Neutral Strongly Agree Strongly Disagree

 Interpretation:
From the above table it is clear that Reason for purchasing jewelry in
branded showroom Exchange strongly agree customers are 34(24%), agree
customers are 49(35%), Neutral customers are 34(24%), Disagree
customers are 14(10%), strongly disagree customers are 9(7%).
14 Count of Choices Diamond Colors? [D-F (Colorless)]
Sr. No D-F (Colorless) Frequency Percentage (%)
1 Emerald 8 6
2 Marquise 16 12
3 Oval 17 12
4 Pear 24 19
5 Princess 9 6
6 Round 63 45
Total 140 100

Count of Choices Diamond Colors? [D-F (Colorless)]

70
63
60

50

40
27
30
20 1617
8
9
10

0
Emerald Marquise Oval Pear Princess Round

 Interpretation:

From the above table it is clear that D-F (Colorless) which have 8(6%)
Emerald colour, 16(12%) Marquise colour, 17(12%) Oval colour, 24(19%) Pear
colour, 9(6%) Princess colour, 63(45%) Round colour.
15 Count of Choices Diamond Colors? [G-J (Near colorless)]

Sr. No G-J (Near Frequency Percentage (%)

colorless)
1 Emerald 11 8
2 Marquise 23 16
3 Oval 25 18
4 Pear 49 35
5 Princess 5 4
6 Round 27 19
Total 140 100

Count of Choices Diamond Colors? [G-J (Near colorless)]

60
5049

40

30

27
25
23
20
11
10 5

0
Emerald Marquise Oval Pear Princess Round

 Interpretation:

From the above table it is clear that G-J (Near colorless)which have
11(8%) Emerald colour, 23(16%) Marquise colour, 25(18%) Oval colour,

49(35%) Pear colour, 5(4%) Princess colour, 27(19%) Round colour.

 16 Count of Choices Diamond Colors? [K-M (Faint)]
Sr. No K-M (Faint) Frequency Percentage (%)
1 Emerald 24 17
2 Marquise 12 9
3 Oval 37 26
4 Pear 31 22
5 Princess 5 4
6 Round 31 22
Total 140 100

Count of Choices Diamond Colors?[K-M (Faint)]

40 37

35
31 31
30

24
25

20

15 12

10 5

Emerald Marquise Oval Pear Princess Round

 Interpretation:
From the above table it is clear that K-M (Faint) which have 24(17%)
Emerald colour, 12(9%) Marquise colour, 37(26%) Oval colour, 31(22%) Pear
colour, 5(4%) Princess colour, 31(22%) Round colour.
17 Count of Choices Diamond Colors? [N-R (Very Light)]

Sr. No N-R (Very Light) Frequency Percentage (%)

1 Emerald 30 21
2 Marquise 16 12
3 Oval 27 19
4 Pear 36 26
5 Princess 4 3
6 Round 27 19
Total 140 100

Count of Choices Diamond Colors?[N-R (VeryLight)]

40
36
35
30
30 27 27
25
20
16
15
10

5 4

0
Emerald Marquise Oval Pear Princess Round

 Interpretation:
From the above table it is clear that N-R (Very Light) which have 30(21%)
Emerald colour, 16(12%) Marquise colour, 27(19%) Oval colour, 36(26%) Pear colour,
4(3%) Princess colour, 27(19%) Round colour.
18 Count of Choices Diamond Colors? [S-Z (Light)]

Sr. No Frequency Percentage (%)

1 Emerald 18 13
2 Marquise 18 13
3 Oval 22 16
4 Pear 34 24
5 Princess 11 8
6 Round 37 26
Total 140 100

Count of Choices Diamond Colors? [S-Z (Light)]

40 37
34
35

30
25
22
20 1818

15
11
10
5

0
Emerald Marquise Oval Pear Princess Round

 Interpretation:
From the above table it is clear that S-Z (Light) which have 18(13%)
Emerald colour, 18(13%) Marquise colour, 22(16%) Oval colour, 34(24%) Pear
colour, 11(8%) Princess colour, 37(26%) Round colour.
19 Count of Rate Product replicants. [Product Rating ]

Sr. No Product Rating Frequency Percentage (%)

1 Best 41 29
2 Good 44 31
3 Normal 28 20
4 Not-Satisficed 8 6
5 Poor 11 8
6 Princess 8 6
Total 140 100

COUNT OF RATE PRODUCT

REPLICANTS. [ PRODUCT RATING
]

Best Good Normal

11, 8%, 6% Not-Satisficed
8, 6% 41, 29% Poor Princess

28, 20%

44, 31%

 Interpretation:

From the above table it is clear that 41(29%) of the product have best
ratings, 44(31%) of the product have good ratings, 28(20%) of the product have
normal ratings, 8(6%) of the product have not-satisfied ratings, 11(8%) of the
product have poor ratings, 8(6%) of the product have princess ratings.
20 Count of Which type of gold jewelry you can purchased? [Stud
/Earrings]

Sr. No Frequency Percentage (%)

1 Always 55 39
2 Never 8 6
3 Sometimes 77 55
Total 140 100

Count of Which typeofgoldjewelryyou can purchased?[Stu

55, 39%
77, 55%

8, 6%

Always
Never Sometimes

 Interpretation:

From the above table it is clear that in a gold jewelry Stud or Earrings
customers can purchased 55(39%) Always purchased, 8(6%) Never
purchased, 77(55%) Sometime purchased.
21 Count of Which type of gold jewelry you can purchased? [Bangles / Bracelets]
Sr. No Frequency Percentage (%)
1 Always 42 30
2 Never 12 9
3 Sometimes 86 61
Total 140 100

Count of Whichtypeofgoldjewelryyou can purchased?[B

42, 30%
Always
Never Sometimes
86, 61%
12, 9%

 Interpretation:
From the above table it is clear that in a gold jewelry Bangles /
Bracelets customers can purchased 42(30%) Always purchased,
12(9%) Never purchased, 86(61%) Sometime purchased.
22 Count of Which type of gold jewelry you can purchased? [Finger rings]

Sr. No Frequency Percentage (%)

1 Always 48 34
2 Never 21 15
3 Sometimes 71 51
Total 140 100

Count of Which typeofgoldjewelryyou can purchased?[Fing

48, 34%
71, 51%

21, 15%

Always
Never Sometimes

 Interpretation:
From the above table it is clear that in a gold jewelry Finger rings
customers can purchased 48(34%) Always purchased, 21(15%) Never
purchased, 71(51%) Sometime purchased.
23 Count of Which type of gold jewelry you can purchased? [Necklace
/ Chains]

Sr. No Frequency Percentage (%)

1 Always 50 36
2 Never 21 15
3 Sometimes 69 49
Total 140 100

Count of Whichtypeofgoldjewelryyou can purchased? [Neck

50, 36%
69, 49%

21, 15%

Always
Never Sometimes

 Interpretation:
From the above table it is clear that in a gold jewelry Necklace / Chains
customers can purchased 50(36%) Always purchased, 21(15%) Never
purchased, 69(49%) Sometime purchased.
24 Count of Which type of gold jewelry you can purchased? [Coins]
Sr. No Frequency Percentage (%)
1 Always 40 29
2 Never 56 40
3 Sometimes 44 31
Total 140 100

Count of Whichtypeofgoldjewelryyou can purchased?

44, 31% 40, 29%

Always
Never Sometimes

56, 40%

 Interpretation:
From the above table it is clear that in a gold jewelry Coins customers
can purchased 40(29%) Always purchased, 56(40%) Never
purchased, 44(31%) Sometime purchased.
25 Count of How many Amount Invested in Gold?
Sr. No Frequency Percentage (%)
1 1,00,001-2,00,000 46 33
2 2,00,001- 3,00,000 21 15
3 Above 3,00,000 16 11
4 Below 1,00,000 57 41
Total 140 100

Count of How many Amount Invested in Gold?

57
60

50 46

40

30
21
20 16

10

0
₹1,00,001-2,00,000 ₹2,00,001- 3,00,000 Above ₹3,00,000 Below ₹1,00,000

 Interpretation:

From the above table it is clear that Investment in gold 46(33%)

1,00,001-2,00,000, 21(15%) 2,00,001-3,00,000, 16(11%) Above 3,00,000,
57(41%) Below 1,00,000
26 Count of Frequency of Purchasing Gold?
Sr. No Frequency Percentage (%)
1 Monthly 20 14
2 Occasionally 67 48
3 Yearly 53 38
Total 140 100

CountofFrequency of PurchasingGold?
80

70 67

60 53
50
40

30
20
20
10

0
Monthly Occasionally Yearly

 Interpretation:

From the above table it is clear that Frequency of Purchasing

Gold Monthly 20(14%),Occasionally 67(48%),Yearly 53(38).
27 Count of Preferred Gold Jeweler's and Level of Satisfaction with Preferred
Gold Jeweler. [Branded]
Sr. No Frequency Percentage (%)
1 High 58 36
2 Low 32 23
3 Medium 50 36
Total 140 100

Count of Preferred Gold Jeweler's and Level of Satisfaction with Preferred Gold Jeweler
70
6058
50
50

40
32
30

20

10

0 High Low Medium

 Interpretation:

From the above table it is clear that Level of Satisfaction with

Preferred Gold Jeweler Branded High 58(36%),Low 32(23%),Medium
50(36%).
28 Count of Preferred Gold Jeweler's and Level of Satisfaction with
Preferred Gold Jeweler. [Non-Branded]

Sr. No Frequency Percentage (%)

1 High 45 32
2 Low 41 29
3 Medium 54 39
Total 140 100

Count of Preferred Gold Jeweler's and Level of Satisfaction with Preferred Gold Jew
54

60

50 45
41
40

30

20

10

0
High Low Medium

 Interpretation:

From the above table it is clear that Level of Satisfaction

with Preferred Gold Jeweler Non-Branded High
45(32%),Low 41(29%),Medium 54(39%).

Page
66
 Chapter – 6

Findings Of Study

Page
67
 Finding
 Most of the respondents were male members. And female members
were in minority under study. Male member consist of 69% of
the total respondent.
 Most of the respondent was in theagegroup of 18 to 25 years.
This agegroup consists of 63
% of total respondents.
 Most of the respondents were unmarried members. And married
members were in minority under study. Unmarried member
consist of 68% of the total respondent.
 Qualification level of existing customer most of them graduate
and higher secondary.
 Among the 140 respondents, 35 % of respondents currently month
Family income Less Then 25,000, 11 % of respondents currently
month Family income 75,000-1,00,000. 17 % of respondents
currently month Family income 50,001, -75,000. 29 % of
respondents currently month Family income 25,001-50,000. 18 % of
respondents currently month Family income 1,00,000 and above.
 Respondent having 85% Preference to buy jewellery for investment.
And 26% Preference to buy jewellery ForFashion.
 Respondent having 28% Preference jewellery for wearing chains.
20% Preference jewellery for wearing Earrings. 16% Preference
jewellery for wearing Neckless. 15% Preference jewellery for
wearing Bangles. 13% Preference jewellery for wearing Rings. 8%
Preference jewellery for wearing Bracelets.
 Product Quality is most kind of attributes attract to purchase
almost 33% And factor influence to buy 33%.
 Most of member has no bank account so they Prefer Case for

Page
68
 Payment.
 81.58% of member buy jewellery once in year.
 Most of customers were agreed to Reason for purchasing jewellery in
branded showroom of their Shopping experience, Trendy and
fashionable jewellery, Wide range of products under one,
Reliability, Price, Exchange etc...
 Emerald - 6 %, Marquise- 12 %, Oval- 12 %, Pear- 19%, Princess-
6 %, Round 45% customer choices for D-F (Colourless) in
Diamond.
 Pear is most command prefer by customer for G-J (Near Colourless)
and [N-R (Very Light)] in Diamond.
 In Dimond Colours [K-M (Faint)] is most of choices by
Customer in oval.
 Round is only preferred for S-Z (Light) Dimond colour.
 Some Time member prefer to Purchased Stud /Earrings, Bangles /
Bracelets, Finger rings and Never Prefer to Purchased Coin.
 Most of Customer Invest below 1,00,000 in gold.
 Most Commonly Occasionally Costumer Prefer to buy Gold.
 Count of Preferred Gold Jeweller’s and Level of Satisfaction
with Preferred Gold Jeweller. Branded and Non-Branded are
respectively high and Medium.

Page
69
 Chapter – 7
Recommendation

Page
70
Chapter – 8

Limitations

Page
71
 Less number of data
 Customer behavior
 Area for research
 Less number of preferences
 High working load
 Rate fluctuation
 Expiry dates

Page
72
Chapter – 9
Conclusion

Page
73
 Conclusion
There are plenty economic advantages to buying gold jewellery.
Gold seems to have resale value, creating gold and it is of great benefit
to the buyer but of good benefit for assets.

Gold is indeed a leader throughout the value as well as investment

list. Gold holds a really indispensable value in several cultures and in
maximum areas of the world, because it is a symbol with achievement,
power and money. Gold, throughout India, tends to get both traditional
and ethnic meaning.

The above is just one of many causes why gold jewellery in India
has become a gentle art. Based on that, the strategy but also behavior of
customer’s behavior of consumers buy jewellery throughout Sivakasi
played an important role.

Page
74
References

Page
75
 (Source: https://www.ibef.org/industry/gems-jewelry-india.aspx)
 (Source: https://blog.utsavfashion.com/accessories/imitation-jewelry)

 (Source: https://timesofindia.indiatimes.com/business/india-
business/gems-and- jewelry-sector-problems-possibilities-and-
potential/articleshow/77278376.cms)
 (Source: https://www.indiaonline.in/about/culture/indian-jewelry)

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76