INTERVIEW SCHEDULE

Name: Age: Address: Sex: Income: Occupation: Qualification: Q1 have you heard of branded jewellery Q! L"#$ $he brand# you are aware of 1) _______ 1) _______ 1) _______ 1) _______ Q% wha$ $y&e of jewellary do you &refer $o &ur'ha#e 1) (a) randed (!) "n!randed if !randed t#en list t#e !rand____________ $) (a) %old (!) &iamond (c) 'earl (d) Sil(er (e) Artificial Q( Who) do you 'on#ul$ wh"le &ur'ha#"n* jewellery +++++++++++++++++++++++++++++++++++++++++++ Q, Wha$ "# $he *eneral &ur&o#e beh"nd &ur'ha#e of jewellery 1) %ift purpose $)O)n use please specif* t#e occasion for !ot# of t#e a!o(e (a) +arriage (a) ,esti(al (a) Special occasion (a) Ot#ers Q- Who de'"de# abou$ $he de#"*n 1) Spouse 1) 'arents 1) -#ildren 1) Self 1) Ot#ers

Yes/no

Q. Who de'"de# abou$ $he bud*e$ 1) Spouse 1) Self 1) ot# 1) 'arents 1) An* ot#er Q/ 0ro) where do you )a1e &ur'ha#e# 1) ,amil* goldsmit# 1) .eputed S#o)rooms 1) /xclusi(e S#o)rooms Q2 Wha$ are $he )o#$ ")&or$an$ fa'$or# "nfluen'"n* &ur'ha#e 1) 'rice 1) &esign 1) 'urit* 1) .epurc#ase guarantee 1) +one* !ac0 offer 1) ,inis#ing 1) An* ot#er Q13 Wha$ "# your o&"n"on abou$ $he follow"n* fa'$or# of branded jewellary a# 'o)&ared $o unbranded 1) 4r"'e (a) 1er* #ig# (a) 2ig# (a) Same (a) 3o) (a) 1er* lo) $) De#"*n (a) 1er* good (a) %ood (a) Simple 4) 4ur"$y (a) 2ig#l* trust)ort#* (a) 5rust)ort#* (a) Not trust)ort#* Q11 In fu$ure wh"'h $y&e of jewellery you would be &ur'ha#"n* (1) randed ($) "n!randed if !randed t#en list t#e !rand name6______________ Q1! Have you #een any adver$"#e)en$ of jewellery If *es t#en name t#e !rand ____________ *es/no

Q1% wh"'h )ed"a #hould be u#ed $o adver$"#e $he branded jewellery 1) 5616 1) Ne)s paper 1) +aga7ines 1) .adio 1) An* ot#er

INTR5DUCTI5N
"The most important thing in marketing is to forecast where customers are moving and in front of them." The aim of marketing is to meet and satisfy target customer's needs and wants. The field of individuals, groups and consumer behavior studies use how and

organizations select, buy ,

dispose off goods, services , ideas or experiences to satisfy their needs and desires6 Understanding consumer's behavior and "knowing customers" is never simple. do ustomers may say one thing but

another. They may not be in touch with their deeper motivations. They may respond to influences that changes their minds at the last minute. Therefore it is must for each and every organization to be aware of the consumer behavior and their perception about its products.

The primary ob!ective of modern marketing is the satisfaction of needs of

the

consumers.

Thus

marketing

originates

with

the

identification and

even creation of needs of the consumers and terminates with satisfaction

of that need by the delivery of a product at the right time, at right

place and at an acceptable price.

The perception of consumer plays a vital role , as it is the only factor

influencing the choice of the customer. "f consumer perceives a product

to be of good #uality that could he will

satisfy his needs , only then

purchase that product.

The present study deals with "Analyses of consumer buying behavior

for jewellery and future prospects of branded jewellery".

567ECTIVES
5#e mar0et researc# is !ased on some o!8ecti(es: 9: 4RI89R: 567ECTIVES; 5o stud* t#e consumer !e#a(ior un!randed 8e)eller*6 1: SEC5ND9R: 567ECTIVES; $: 5o 0no) t#e future prospects regarding !randed 8e)eller*6 4: A)areness a!out !rands a(aila!le and ser(ices6 ;: -onsumers attitude and !elief to)ards !randed and un!randed 8e)eller*6 regarding !randed and

<: -onsumer !u*ing !e#a(ior related to 8e)eller*6 =: /xploring t#e pro!a!ilit* of launc#ing t#e !randed 8e)eller* in sonepat cit*6

C5NCE4TU9LI<9TI5N
5#e concept !e#ind t#e present stud* )as to anal*se t#e consumer !u*ing !e#a(ior for sur(e* )as conducted 8e)eller* in sonepat mar0et6 5#erefore a researc# and 199 respondents )ere inter(ie)ed t#roug#

structured >uestionnaries to collect t#e desired information6

4RELI8IN9R: INVESTI=9TI5N
5#e 'reliminar* In(estigation for p#ases6 1#$ 4ha#e An In?dept# Inter(ie) )as conducted )it# 19 customers@ 19 retailers@ to 0no) t#e (arious parameters of t#e 8e)eller* mar0et6 On t#e !asis of t#e information collected in t#is p#ase@ a >uestionnaire )as prepared6 !nd 4ha#e t#e stud* )as conducted in t)o

$9 customers )ere sur(e*ed to c#ec0 t#e (alidit* of t#e >uestionnaire and on t#e !asis of t#is sur(e* re>uired c#anges )ere found out in t#e >uestionnaire6 After ma0ing >uestionnaire )as prepared6 t#e necessar* c#anges t#e final

9N9L:SES 50 THE STUD:

As a result of t#e stud* it can !e esta!lis#ed 9warene## level ABC of t#e respondents are a)are of t#e !randed 8e)eller* in t#e mar0et6 rands suc# as tanis#>ue @ dee!ers @ !entex )ere en8o*ing top of t#e mind a)areness6 Ty&e of jewellery 'on#u)ed t#at

A;C respondent purc#ases

un!randed t*pe of 8e)eller*6

%old 8e)eller* is purc#ased more !* t#e consumers as compared to sil(er @ diamond @ pearl @ artificial6 The buyer > $he de'"der 5#e ultimate !u*er is female 6 S#e decides a!out as )ell some of t#em participates in deciding t#e designs a!out t#e

!udget )it# t#eir #us!and6 4ur&o#e <1C of t#e consumers !u*s t#e 8e)eller* for t#eir o)n +ost of t#e marriage -onsumers 8e)eller*6 0a'$or# 'on#"dered )o#$ <=C of t#e consumers prefer design and finis#ing t#e most and purc#ases are made for use6

marriage part* and

anni(ersar*6 rel* more on t#eir famil* goldsmit# for !u*ing

)#ile doing purc#ases as compared to price @ purit*(carat) an* ot#er factor6 o&"n"on abou$ $he follow"n* fa'$or# of $he jewellery branded

4RICE; =BC of t#e respondent said t#at !randed 8e)eller* #a(e a #ig# price6 DESI=N; <DC of t#e respondent said t#at t#e designs are

(er* good E are uni>ue in t#emsel(es6

4URIT:; <<C of t#e respondent said in itself6 0u$ure buy"n* A1C of t#e consumers )ill

t#e purit* is

trust)ort#*

!u* !randed

8e)eller* in t#e

coming future6 <1C of t#em )ill go for tanis#>6

RESE9RCH 8ETH5D5L5=:
$) RESE9RCH DESI=N .esearc# design is a !lue print or o(erall pla* for collection and anal*ses of data in t#e mar0eting researc#6 .esearc# design #as !roadl* !een classified as: 16/xplorator* $6&escripti(e

46-asual ,or t#e stud* li0e t#is descripti(e researc# designs are found more suita!le 6 Fit# t#e #elp of descripti(e researc# consumer !u*ing !e#a(ior can !e easil* descri!ed6 design@

efore ta0ing up t#e actual assignment @ efforts )ere made to collect pre?pu!lis#ed literature on t#is product !ut )e )ere

not a!le to trace it in stipulated time period6 2o)e(er t#is #andicap )as o(ercome !* consulting (arious !oo0s and articles on

management pu!lis#ed from time to time6 5o start )it# t#e pro8ect @retailers and consumers )ere (isited for getting t#e feel of t#e mar0et6 5#e o!8ecti(e )as to understand t#e t*pe of information re>uired for drafting t#e sc#edule6 4) S984LE DESI=N A sample design not onl* see0s to determine t#e si7e of t#e sample !ut also t#e sampling unit 6 5#e sample for t#e purpose of stud* )as females ( married E unmarried ) 6 5#e researc# is !ased on sonepat cit* onl*6 ;) S984LE SI<E 5#e sample si7e for stud* )as 1996 <) S984LIN= TECHNIQUE 5#ere are t)o !road categories of sampling tec#ni>ues: 16'ro!a!ilit* sampling $6Non pro!a!ilit* sampling

In consumer researc# stud* li0e t#is @)#en )e select indi(iduals (females) as t#e sampling unit @ it is difficult to prepare a sampling frame as it is practicall* not possi!le to get list of t#e indi(iduals6 So t#is pro!a!ilit* sampling is not possi!le in t#is researc# stud*6 ,or t#is non?pro!a!ilit* sampling is done6 =) S5URCES 50 D9T9 C5LLECTI5N -ollection of data is t#e next step after t#e sample #as !een c#osen6It is (er* (ital step6 &ata can !e of t)o t*pes: 16'rimar* data $6Secondar* data 'rimar* data is t#e source of information for t#is researc#6

'rimar* data is c#osen @ as t#e source to get t#e accurate and current information @ moreo(er is a(aila!le6 no relia!le secondar* data

A)

RESE9RCH INSTRU8ENT 'rimar* instrument contacted conducted data is collected t#roug# a sur(e* researc# 6 5#e for and t#e researc# is >uestionnaire 6 5#e* )ere stud* )as ma0ing

inter(ie)ed personall* 6 A pilot 6 After

to pre ? test t#e >uestionaire in t#e

impro(ements

>uestionnaires @ t#ese )ere finalised for

collecting t#e data 6 5#e >uestionnaires prepared )ere structured and non disguised 6 5#e data collected during t#e sur(e* )as

ta!ulated @ anal*sed and interpreted )it# a (ie) to !ring out meaning from it6

METHO O!O"#
In prepration of t#is report a con(entional met#odolog* is used@ )#ic# is as follo)s:

C5LLECTI5N 50 D9T9

5R=9NIS9TI5N 50 D9T9

4RESENT9TI5N 50 D9T9

9N9L:SIS 50 D9T9 INTER4RET9TI5N 50 D9T9

6rea1 u& of $he re#&onden$# "n$erv"ewed

A:

9''ord"n* $o $he a*e '/.-/N5A%/ ;BC $=C $=C

A%/ $9?49 41?;9 ;1?<9

(1?,3 $+*

%1?(3 $+*

$%&'% ()*

$%&'% ',&(% (1?,3

B:

9''ord"n* $o Qual"f"'a$"on '/.-/N5A%/

Q"A3I,I-A5ION

G
GII % '%

$C
=C ;9C <$C

-.. '*

0" 1%*

-.. " 0"

" (/*

9warene## of branded jewellery ABC of t#e respondents are a)are of t#e !randed 8e)eller* in t#e mar0et $$C of t#e respondents are una)are of it

45A2A3 E $$*

A2A3E 45A2A3E

A2A3E /)*

Out of t#is ABC of t#e respondents a)are 9''ord"n* $o 9*e *rou& ;$C are from $9?49 4=C are from 41?;9 $$C are from ;1?<9

(,&1% $$* $%&'% ($* ',&(% '+* $%&'% ',&(% (,&1%

9''ord"n* $o "n'o)e @"n $hou#andA $9C are from 19?1< 49C are from 1=?$9 4;C are from $1?$< 1=C are from H$<

( ,+*

, $%* , $ ' (

' '(*

$ '%*

9''ord"n* $o )ar"$al #$a$u# ;9C are married =9C are unmarried

, (%* $ +%*

, $

9''ord"n* $o Bual"f"'a$"on $C are G =C are GII ;9C are % <$C are '%

, $ $* +*

( 1$*

' (%*

, $ ' (

6rand# enjoy"n* $o& of $he )"nd awarene## ;DC 5anis#> 4=C entex $4C &e!eers 1BC %ili DC Ot#ers(/nc#antae@ Oester)etc

1%* (1* (%* '1* '%* $1* $%* ,1* ,%* 1* %*

series ,

'

Ty&e of jewellery &ur'ha#ed A;C of t#e 8e)eller* purc#ased is un!randed $=C of t#e 8e)eller* is !randed

$ $+* , $ , /(*

Out of t#e A;C ;1C is gold 8e)eller* 41C is diamond 8e)eller* $9C is artificial 8e)eller* 11C is sil(er 8e)eller* DC is pearl 8e)eller*

(1* (%* '1* '%* $1* $%* ,1* ,%* 1* %*

series ,

'

Out of ;1C of gold 8e)eller* 9''ord"n* $o "n'o)e @"n $hou#andA $=C are from 19?1< 1=C are from 1=?$9 41C are from $1?$< $AC are from H $<

( $/*

, $+* , $ ' (

' ',*

$ ,+*

9''ord"n* $o )ar"$al #$a$u# <=C are married ;;C are unmarried

$ ((* , 1+* , $

Out of 41C of diamond 8e)eller* 9''ord"n* $o "n'o)e @"n $hou#andA $$C are from 19?1< $1C are from 1=?$9 $=C are from $1?$< 41C are from H$<

( ',*

, $$* , $ ' (

' $+*

$ $,*

9''ord"n* $o )ar"$al #$a$u# ==C are married 4;C are unmarried

$ '(* , $ , ++*

Out of t#e $=C of t#e !randed 8e)eller* ;4C is of !entex 4<C is of tanis#> $$C is of de!eers <C is of ot#ers

(1* (%* '1* '%* $1* $%* ,1* ,%* 1* %* , $ ' ( series ,

Who) $hey 'on#ul$ ;=C of t#em consults t#eir spouses (males) 41C of t#em do not consult an*!od* else expect t#emsel(es $1C of t#em consult parents 11C of t#em consult friends DC consults t#eir c#ildren

1%* (1* (%* '1* '%* $1* $%* ,1* ,%* 1* %* , $ ' ( 1 series ,

Out of t#is ;=C 9''ord"n* $o a*e ;;C are from $9?49

41C are from 41?;9 $<C are from ;1?<9

' $1* , ((* , $ '

$ ',*

9''ord"n* $o o''u&a$"on <<C are #ouse)i(es ;<C are doing ser(ice

$ (1* , 11*

, $

De'"d"n* $he bud*e$ Out of 199 respondents <1C said t#at t#e !udget is decided !* !ot# (#us!and E )ife) $9C said t#at s#e decides t#e !udget onl* 1DC said t#at #er #us!and decides 19C said t#at t#e parents decides

( ,%* ' ,6* , $ ' (

, 1,*

$ $%*

De'"d"n* $he de#"*n Out of 199 respondents A<C said t#at t#e designs are decided !* t#em onl* $<C said t#at t#e designs are decided !* ot#ers (#us!and@ c#ildren@ parents)

$ $1*

, /1*

4ur&o#e of &ur'ha#e Out of 199 respondents sur(e*ed <1C of t#em purc#ased for t#eir o)n use ;DC of t#em purc#ased for gift purpose

$ (6*

, 1,*

, $

Out of t#is <1C 9''ord"n* $o o''a#"on ;1C ma0es purc#ases on marriage parties 41C ma0es purc#ases on marriage anni(ersar* $1C ma0es purc#ases on festi(als AC ma0es purc#ases li0e t#is onl*

( /* ' $,* , (,* , $ ' (

$ ',*

0ro) where $hey buy Out of 199 respondents sur(e*ed <4C of t#em !u* from famil* goldsmit# 4<C of t#em !u* from reputed s#o)room 1$C of t#em !u* from exclusi(e s#o)room

+%* 1%* (%* '%* $%* ,%* %* , $ ' series ,

0a'$or 'on#"dered )o#$ wh"le &ur'ha#"n* Out of 199 respondents sur(e*ed <=C of t#em consider design E finis#ing t#e most 44C of t#em consider purit* t#e most $4C of t#em consider price t#e most =C of t#em consider ot#er factors suc# as mone* !ac0 offer@ repurc#ase guarantee

+%* 1%* (%* '%* $%* ,%* %* , $ ' ( series ,

6el"ef# abou$ $he follow"n* fa'$or# of branded jewellery a# 'o)&ared $o un'o)&ared jewellery 4r"'e Out of 199 respondents sur(e*ed $DC of t#em said t#e price is (er* #ig# =BC of t#em said t#e price is #ig# 4C of t#em said t#e price of !ot# t#e t*pes of 8e)eller* is same

' '* , $6*

, $ '

$ +)*

DESI=N <DC of t#em said t#e designs are (er* good E uni>ue 4=C of t#em said t#e designs are good <C of t#em said@ t#e designs are simple

' 1*

$ '+* , 16*

, $ '

&ur"$y 4DC of t#em said t#e purit* is #ig#l* trust)ort#* <<C of t#em said t#e purit* is trust)ort#* =C of t#em said t#e purit* is not trust)ort#*

' +* , '6*

, $ '

$ 11*

0u$ure &ro#&e'$# Out of t#e 199 respondents sur(e*ed A1C of t#em )ill purc#ase !randed 8e)eller* in future $DC of t#em )ill purc#ase un!randed 8e)eller*

$ $6* , $ , /,*

6rand# 4AC of t#em )ill go for tanis#> 41C for !entex 41C for de!eers =C for ot#ers suc# as gili etc

(%* '1* '%* $1* $%* ,1* ,%* 1* %* , $ ' ( series ,

9&&eal l"1ed Out of 199 respondents ;1C of t#em #a(e seen ad(ertisement of tanis#> ;$C of t#em #a(e seen ad(ertisement of de!eers 1AC of t#em #a(e seen ad(ertisement of gili

' ,/* , (,*

, $ '

$ ($*

LI8IT9TI5NS
5#e limitations are t#e constraints )it# )#ic# t#e researc#er #as to )or06 As no )or0 is perfect@ so is true )it# t#e present stud*6 Inspite of t#e care )it# )#ic# t#e pro8ect )as executed t#e follo)ing limitations can not !e ruled out:
D: As t#e sample si7e )as ta0en to !e 199 and t#at onl* from

panc#0ula @t#ere is possi!ilit* of inaccurac* of results6 +ore accurate results )ould #a(e !een possi!le if more respondents )ould #a(e !een included in t#e stud* and t#e stud* )as not confined onl* to

panc#0ula region6
19:

+erel* as0ing >uestions and recording ma* not al)a*s elicit t#e re>uired and desired information6 -ollected information no dou!t )as compiled t#roug# primar* data !ut t#e accurac* of t#is information largl* depends on t#e sa*ings of t#e respondents6 some of t#e respondents )#om I contacted #ad little time to ans)er t#e >uestions6

11: +ost of t#e customers are not a)are of t#e !randed 8e)eller* and

)ere not a!le to differentiate !et)een !randed and un!randed 8e)eller* and )ere ta0ing t#e !randed 8e)eller* as t#e artificial 8e)eller*6

C5NCLUSI5N
Out of 199 respondents sur(e*ed
1$:

A!out t#ree fourt# of t#e respondents are a)are of !randed 8e)eller* in t#e mar0et6 5#e !rand #a(ing top of t#e mind a)areness are 5anis#>@ !entex@ de!eers@ gili etc A!out t#ree fourt# of t#e consumers !u* un!randed 8e)eller*@ most of 8e)eller* purc#ased is gold @ diamond etc In !randed 8e)eller* tanis#> and !entex is most purc#ased 8e)eller* +ost of )omen consult t#eir #us!ands6

14:

1;:

1<:

1=:

1A:

In maximum cases@ t#e !udget is decided !* !ot# #us!and and )ife6 &esigns are c#osen and selected !* females onl*6 +ore t#an #alf of respondents !u* 8e)eller* for o)n use speciall* on t#e occasion of marriage parties@ anni(ersaries6 +ost of t#e purc#ases are made from famil* gold smit#6 &esign@ finis#ing and purit* are t#e ma8or factors considered !* t#e customers )#ile ma0ing purc#ases6 According to respondents t#e price of !randed 8e)eller* is #ig#@ designs are (er* good@ and purit* is trust )ort#* as compared to un!randed 8e)eller*6

1B: 1D:

$9: $1:

$$:

$4:

In future t#e* )ill purc#ase !randed 8e)eller*@ !rands preffered are tanis#> for gold@ de!eers for diamond and !entex for artificial 8e)eller*6

$;:

+edia t#at )ill !est suit to ad(ertise t#e 8e)eller* is found to !e tele(ision6

REC588END9TI5NS
$<:

'rice of !randed 8e)eller* are found #ig# as compared to un!randed 8e)eller* due to )#ic# most of t#e customers are not !u*ing t#e !randed 8e)eller*6so companies must lo)er t#eir rates6

$=:

+ost of respondents )ere not a!le to differentiate !et)een !randed and un!randed 8e)eller* so companies must ta0e effecti(e steps in t#is direction6

$A:

+an* respondents )ere una)are of t#e !randed 8e)eller* so suita!le media s#ould !e used !* companies to ma0e t#em a)are6

$B:

+ore (ariet* s#ould !e gi(en so t#at one can c#oose t#e design of its o)n c#oice6