CONTENTS

Chapter 1 2-11

Introduction of the study

Need for the study
Scope
Objectives
Methodology
Limitations

Chapter 2 12-29

Industrial Profile

Chapter 3 31-50

Company Profile

Chapter 4 49-69

Data analysis and Interpretation

Chapter 5 70-75

Findings
Suggestions
Conclusions
Questionnaires
Bibliography

1
 CHAPTER-1

INTRODUCTION

2
 INTRODUCTION OF THE STUDY

Customer Relationship Man 5agement (CRM), is a number of strategies and

technologies that are used to build stronger relationships between companies and their
customers. A company will store information that is related to their customers, and they
will spend time analysing it so that it can be used for this purpose.

Some of the methods connected with CRM are automated, and the purpose of this is to
create marketing strategies which are targeted towards specific customers. The strategies
used will be dependent on the information that is contained within the system. Customer
relationship management is commonly used by competitors, and they will focus on
maintaining a strong relationship with their customers.

Competition in the global market has become highly competitive, and it has become easier
for customers to switch competitors if they are not happy with the service they receive.
One of the primary goals of CRM is to maintain customers. When it is used effectively, a
company will be able to build a relationship with their customers that can last a lifetime.
Customer relationship management tools will generally come in the form of software. Each
software program may vary in the way it approaches CRM. It is important to realize that
CRM is more than just a technology.
Customer relationship management could be better defined as being a methodology, an
approach that a company will use to achieve their goals. It should be directly connected to
the philosophy of the company.
It must guide all of its policies, and it must be an important part of customer
service and marketing. If this is-"not done, the CRM system will become a failure. There
are a number of things the ideal CRM system should have. It should allow the company to
find the factors that interest their customers the most. A company must realize that it is
impossible for them to succeed if they do not cater to the desires and needs of their
customers. Customer relationship management is a powerful system that will allow them to
do this.
It is also important for the CRM system to foster a philosophy that is oriented
towards the customers. While this may sound like common sense, there are a sizeable
number of companies that have failed to do it, and their businesses suffered as a result.
With CRM, the customer is always right, and they are the most important factor in the
success of the company. It is also important for the company to use measures that are

3
dependent on their customers. This will greatly tip the odds of success in their favor. While
CRM should not be viewed as a technology, it is important to realize that there are end to
end processes that must be created so that customers can be properly served. In many
cases, these processes will use computers and software.

Customer support is directly connected to CRM. If a company fails to provide quality

customer support, they have also failed with their CRM system. When a customer makes
complaints, they must be handled quickly and efficiently. The company should also seek to
make sure those mistakes are not repeated. When sales are made, they should be tracked so
that the company can analyze them from various aspects. It is also important to understand
the architecture of Customer relationship management. The architecture of CRM can be
broken down into three categories, and these are collaborative, operational, and analytical.
The collaborative aspect of CRM deals with communication between companies and their
customers.

The retail market, in the last few years, has seen incredible Technological advancement,
which has fueled massive customer adoption and brutal competition driven by
commoditization.

4
 NEED FOR THE STUDY

The study is conducted on customers of TANISHQ Retail store. The study is confined to
the area of GUNTUR. The size of the sample was 200.This research is based on primary
and secondary data. Due to time constraint only limited of persons contacted. This study
only focuses on urban buying behaviour of customers because the research conducted in
Guntur. The study does not say anything about rural buying behaviour of customer because
rural norms /status/attitude and acceptance of the rural customers differ with urban
customers. It aims to understand the skill of the company in the area like technological
advancement, competition in management.

SCOPE
Customer Relationship Management is one of hottest and most talked about topics in the
industry today and for good reason. CRM (customer relationship management) is an
information industry term for methodologies, software, and usually Internet capabilities
that help an enterprise manage customer relationships in an organized way. Simply stated,
Customer Relationship Management(CRM) is about finding, getting, and retaining
customers. CRM is at the core of any customer- focused business strategy and includes the
people, processes, and technology questions associated with marketing, sales, and service.
In todays hyper-competitive world, organizations looking to implement successful CRM
strategies need to focus on a common view of the customer using integrated information
systems and contact center implementations that allow the customer to communicate via
any desired communication channel.
CRM is all about building long term business relationships with your customers. It is best
described as the blending of internal business processes: Sales, Marketing and Customer
support with technology. CRM is to meet and exceed customer expectations, create a
positive customer experience and build customer loyalty. Solutions empower businesses to
more efficiently and effectively manage the activities that affect their relationship with
their customers. The ultimate goal of

CRM changes all of this and represents a continuing evolution in managing front office
operations. With CRM, traditional departmental applications for sales, marketing and
customer service are consolidated into a single unified system capable of managing the
entire customer life cycle. This approach allows employees throughout an organization to
have immediate access to a complete profile of important customer information.
Organizations who are implementing CRM solutions feel confident that providing access
5
 to this level of information will assist their sales and support staff in better understanding
the needs and buying patterns of their customers.

OBJECTIVES OF THE STUDY

To study customer references towards shopping in Tanishq Store.

To study socio-economic profile of customers.
To know the satisfaction levels of customers regarding Customer Relationship Management
(CRM) initiatives of Tanishq.
To know customer perception towards Tanishq store. To offer recommendation for effective
Customer Relationship Management (CRM) practices and thereby improving sales and
customer base.
To study about the services provided by the Tanishq.
To Identify the loyalty programs implemented by Tanishq.
To know, what methods Tanishq using to maintain CRM.
To understand the frequency of purchasing at Tanishq.
To find out the overall experience of customers visiting the Tanishq.

To gain knowledge about the company.

To learn the organizational activities.

6
METHODOLOGY

Methodology is the branch of logic concerned with the applications of the principles of
reasoning to scientific and philosophical enquiry. The method that is to be followed to
proceed with research is called methodology.
The methodology of the study of collecting data and analyzing the problem with
data collection. For the study the data has been collected from the customers.

MARKETING RESEARCH
Definition of marketing research is approved by the board of the American Marketing
Association (AMA) is: "Marketing research is the functions which links the customer and
public To marketer through information used to identity and define marketing
Opportunities and problems; generate define and evaluate, marketing Actions, monitor
marketing performance, and improve understanding of Marketing as a process. Simply,
marketing research is the systematic design, collection, analysis and Reporting of the data
findings relevant to a specific marketing situation facing the company. Careful planning
through all stages of the research is a necessity. Objectivity in research is all important. The
heart of the scientific method is the objective gathering and analysis of the information.
The function of marketing research within a company is to provide the Information and
analytical inputs necessary for effective-Planning of future marketing activity. Control of
marketing operations in the present. Evaluation of marketing results.

BASIC RESEARCH:
It is also known as the pure fundamental research which refers to those studies, sole
purpose of which is the discovery of new information. It is conducted to extend the horizon
in given area of knowledge with no immediate application to existing problem.

APPLIED RESEARCH
It is an attempt to apply the various marketing techniques, which have been developed as
research, first and later on they become applied research techniques. It is an attempt to
apply the basic principles and existing knowledge for the purpose of solving the
operational problems.

7
 DESIGNATED FACT GATHERING
It refers to a research where the investigator attempts nearly to gather some predetermined
data.
Steps in Marketing Research Process
Marketing Research Process can be carried out through the following steps:
Define the problem and research
Objectives develop the research plan
Collect the information
Analysis and interpretations
Present the findings
DEFINE THE PROBLEM AND RESEARCH OBJECTIVE
In a very sense, this is the heart of the research process. This is the first step,
which calls for the marketing manage and marketing research.

RESEARCH PLAN DEVELOPMENT

The second calls for developing the most efficient plan for gathering the
needed
information. Not to forget the cost or values of research the Marketing manager must
estimate process its approval, Research plan calls for decision on
a) Data source
1. Research Approaches: Data can be collected in four ways:

1. Observational research
2. Focus group research
3. Survey research
4. Experimental research
2. Research Instruments: Marketing researchers can use a questionnaire in collecting of
primary data, because of its flexibility, questionnaires are by far the most common
instrument used to collect primary data.
3. Sampling Plan: This plan calls for the three aspects: -
a) Define the sampling unit.
b) Decide the sample size.
c) Decide the sampling procedure whether to use probability or non-
probability
sampling methods.

8
4. Contract method: once the sampling plan has been determined, this has to decide how
the subject should be contacted. The choices are mail, telephone or research interviews.

COLLECTION OF INFORMATION
Data collection phase is generally the most expensive and the most phase to error. Carry
out the field Work, collect data using the instruments, refusal to co-operate, biased or
dishonest answers.

ANALYSIS AND INTERPRETATIONS

The next to last step is to extract pertinent findings from the collected data. The researcher
edits, code, tabulate the collected data.

PRESENTATION OF FINDINGS
As the last step in marketing research the researchers present the findings. The
researchers have to arrange the researched result according to an approved reporting
format, get the report typed and bound, present the copies of the report to the concerned
authorities.

RESEARCH METHODOLOGY/ DESIGN

The methodology adopted for eliciting the data required for the study was
survey
method. It is the overall pattern or framework of the project that will dictate as to what
information is to be collected, from which sources and by what procedures.

RESEARCH METHOD
Research methodology must be classified on the basis of the major purpose of
the investigation. In this problem, description studies have been under- taken, as the
objective of the project is to conduct the market share study to determine the share of the
market received by both the company and its competitors.

DATA COLLECTION
Generating or bringing information that has been systematically observed, recorded,
organized, categorized or defined, in such a way that logical processing and inferences may
occur.

9
SAMPLING SIZE
Sample size is 200 respondents.

METHODS OF COLLECTING DATA

The requisite data been gathered through two important sources
1.Primary data
2.Secondary data
PRIMARY DATA
The primary data are those, which are collected fresh and for the first time, and thus
happen to be original in character.
There are several methods of collecting primary data
1. Observation method
2. Interview method
3. Through Questionnaires
4. Through Schedules

SECONDARY DATA
The secondary data, on the other hand, are those which have already been collected by
someone else and which have already been passed through the statistical process. Usually
secondary data available in various publications of the central, state is local governments,
technical and trade journals, reports and historical documents and other sources of
published information.

RESEARCH METHODOLOGY
The respondents are the customers of more. Retail store. The survey was carried in more.
Retail store at Gudivada with the sample size of 300. The survey was carried out with the
help of a structured questionnaire, which helps in accomplishing the research objectives.
The respondents by means of personal interview administer this structured ended
questionnaire.

10
 LIMITATIONS

The present study is subjected to following LIMITATIONS.

1) Method of data collection was through personal interview and therefore
bias becomes a major limitation.
2) Due to the time constraints, all the customers were not covered.
3) The sample was restricted to 200 customers, which may restrict the
scope and completion of study.
4) The scope of study is restricted only to the Guntur.
5) Owing to their pre-occupation some customers were unable to answer
the complete questionnaire.

11
 CHAPTER 2

INDUSTRY PROFILE

12
 INDIAN JEWELRY INDUSTRY

The gems and jewelry industry occupies an important position in the Indian Economy. It is
a leading foreign exchange earner, as well as one of the fastest Growing industries in the
country. The two major segments of the sector in India are gold jewelry and diamonds.
Gold jewelry forms around 80 per cent of the Indian jewelry market, with the Balance
comprising fabricated studded jewelry that includes diamond and Gemstone studded
jewelry. Besides, India is world's largest cutting and Polishing Industry for diamonds, well
supported by government policies and the banking sector with around 50 banks providing
nearly $3 billion of credit to the Indian diamond industry.

A predominant portion of the gold jewelry manufactured in India is consumed in the

domestic market. However, a major portion of the rough, uncut diamonds processed in
India is exported, either in the form of polished diamonds or finished diamond jewelry. The
largest consumer of gold worldwide, India is also the leading diamond cutting nation.

Gold and precious gems have played a pivotal role in the Indian social fabric and economy.
Precious gems and jewelry are a part and parcel of Indian traditions and customs. Gold has
traditionally been valued in India as a savings-and investment vehicle and even today,
continues to be the second most popular instrument after bank deposits. Gems and jewelry
is one of the fastest growing sectors in the Indian economy with an annual growth rate of
approximately 15 per cent. The gems and jewelry industry accounts for nearly 20 per cent
of the total Indian exports and employs over 1.3 million people, directly or indirectly. The
Gems and Jewelry (G&J) market essentially comprises of sourcing, processing,
manufacturing and selling of precious metals and gemstones, such as, Gold, Platinum,
Silver, Diamond, Ruby, and Sapphire etc. The G&J market is a significant contributor to
the Indian economy, based on the size of the domestic market and through its contribution
to the countrys exports. India is the largest consumer of gold (around 20 percent of global
consumption) and also the largest.

13
Brief History:

Before the liberalization of the Indian economy in 1991, only the Minerals and Metals
Trading Corporation of India (MMTC) and the State Bank of India (SBI) were allowed to
import gold.

The abolition of the Gold Control Act in 1992, allowed large export houses to import gold
freely. Exporters in export processing zones were allowed to sell 10 percent of their
produce in the domestic market. In 1993, gold and diamond mining were opened up for
private investors and foreign investors were allowed to own half the equity in mining
ventures. In 1997, overseas banks and bullion suppliers were also allowed to import gold
into India.
These measures led to the entry of foreign players like DeBeers, Tiffany and Cartiers into
the Indian market. In the 1990s, the number of retail jewelry outlets in India increased
greatly due to the abolition of the Gold Control Act.

This led to a highly fragmented and unorganized jewelry market with an estimated 100,000
workshops supplying over 350,000 retailers, mostly family owned, single shop operations.

In 2001, India had the highest demand for gold in the world; 855 tons were consumed a
year, 95% of which was used for jewelry.

Structure of the Industry:

Indias G&J industry is highly unorganized and fragmented with 96 percent of the total
players being family owned businesses. The gold processing industry has around 15,000
players, with only 80 having revenues over USD 5 million. India is also home to around
450,000 goldsmiths, 100,000 gold jewelers along with 6,000 diamond processing players
and 8,000 diamond jewelers. The value chain of the industry starts from sourcing and
mining of the metals and extends to jewelry retail. While India is not a major miner of
previous metals and stones, the countrys inexpensive and well skilled workforce makes it
a world leader in processing of diamonds. The countrys jewelry retail sector is also
expected to evolve with a shift among consumers towards branded jewelry, driven by
greater quality consciousness.

14
India was one of the first countries to start making fine jewelry from minerals and metals
and even today, most of the jewelry made in India is hand made. The industry is dominated
by family jewelers, who constitute nearly 96 per cent of the market. The country at present
has a small but growing organized sector. Organized players such as Tata with its Tanishq
brand, have, however, bee growing steadily to carve a 4 per cent market share.

India was the first country to introduce diamonds to the world, the first to mine, cut and
polish them as well as trade them. The cutting and polishing of diamonds and other
precious stones is one of the oldest traditions in India and the country has earned a
considerable reputation both in the domestic and international markets for its skills and
creativity. In the global diamond market, today, Indian diamonds account for 55 per cent
share in value terms, 80 per cent share in cartage (weight) terms and 90 percent share in
volume terms. Today there is a ready availability of an entire range of diamonds in nearly
every size, quality and cut. India offers the twin advantages of skilled labor and low cost in
the area of gemstone processing. India's significance in the global gems and jewelry
industry can be largely attributed to its strength in diamond processing. The export industry
mainly comprises of small-to-large units based in various special economic zones (SEZs),
export processing zones (EPZs) and in Electronics Exports Processing Zone (SEEPZ).

Gems and Jewelry Industry

Gems and jewelry industry has the top ten highest export value that incurred employment
and continuous industries such as mining, designing, making and assembling of body,
producing in gem-cutting machinery, and packaging, etc. Therefore, gems and jewelry
industry is an important industry of national economic development. In 2003, there are
attentive policies and issues related to this industry as follows. Thailand has participated in
the unpolished diamond import-export certification project under the agreement of
Kimberley Process since January 1, 2003 which has confirmed that Thailand would not
polish diamond from the countries that support terrorism.

The Revenue Department has announced the VAT exemption for jewel, white gold,
platinum, silver, and palladium on April 10, 2003, resulting in the increased
competitiveness. The Ministry of Industry has been approved for Bangkok: Fashion City
Project by the Cabinet on July 8, 2003 with Baht 1,824 million budget and 18 months
operating period Board of Investment (BOI) has increased the privileges to the

15
entrepreneurs who have invested in Gem Polis Industrial Estates with exemption of
corporate tax for 8 years to the relocating and new factories, and import duty for
machinery. The promoting zones have been classified as exempted 5 years for zone 1, 7
years for zone 2, and 8 years for zone 3. Research and Development Institute of Gems and
Jewelry in cooperation with Asian Science and Technology University have succeeded in
standardization for color comparing of 7 gems, namely emerald, topaz, garnet, topaz,
tanzanite and pink sapphire. Since the colors of gems are important to pricing especially in
U.S. and European markets. Such research is a part of gems and jewelry development
project under the second phase of industrial restructuring plan (fiscal year 2001 2004) of
the Ministry of Industry.

Introduction:

The Gems and Jewelry sector plays a significant role in the Indian economy, contributing
around 6-7 per cent of the countrys GDP. One of the fastest growing sectors, it is
extremely export oriented and labour intensive.

Based on its potential for growth and value addition, the Government of India has declared
the Gems and Jewelry sector as a focus area for export promotion. The Government has
recently undertaken various measures to promote investments and to upgrade technology
and skills to promote Brand India in the international market.

India is deemed to be the hub of the global jewelry market because of its low costs and
availability of high-skilled labour. India is the worlds largest cutting and polishing center
for diamonds, with the cutting and polishing industry being well supported by government
policies. Moreover, India exports 95 per cent of the worlds diamonds, as per statistics from
the Gems and Jewelry Export promotion Council (GJEPC). The industry has generated
US$ 38.6 billion of revenue from exports in 2015-16, making it the second largest exporter
after petrochemicals.

India's Gems and Jewelry sector has been contributing in a big way to the country's foreign
exchange earnings (FEEs). The Government of India has viewed the sector as a thrust area
for export promotion. The Indian government presently allows 100 per cent Foreign Direct
Investment (FDI) in the sector through the automatic route.

Market size:

The gems and jewelry market in India is home to more than 500,000 players, with the
majority being small players.
16
India is one of the largest exporters of gems and jewelry and the industry is considered to
play a vital role in the Indian economy as it contributes a major chunk to the total foreign
reserves of the country. UAE, US, Russia, Singapore, Hong Kong, Latin America and
China are the biggest importers of Indian jewelry.

The overall gross exports of Gems & Jewelry in April 2016 stood at US$ 3.23 billion,
whereas exports of cut and polished diamonds stood at US$ 1.78 billion. Exports of gold
coins and medallions stood at US$ 302.67 million and silver jewelry export stood at US$
299.69 million in April 2016. The overall gross imports of Gems & Jewelry in April 2016
stood at US$ 2.90 billion.

According to a report by Research and Markets, the jewelry market in India is expected to
grow at a Compound Annual Growth Rate (CAGR) of 15.95 per cent over the period
20142019.

The cumulative Foreign Direct Investment (FDI) inflows in diamond and gold ornaments
in the period April 2000-March 2016 were US$ 772.05 million, according to Department
of Industrial Policy and Promotion (DIPP).

During April-December 2015, India imported US$ 17.33 billion worth of raw material for
gems and jewelry. With an 8 per cent share in polished diamonds, India has become the
world's third largest diamond consumer.

Investments/Developments:

The Gems and Jewelry sector is witnessing changes in consumer preferences due to
adoption of western lifestyle. Consumers are demanding new designs and varieties in
jewelry, and branded jewelrs are able to fulfil their changing demands better than the local
unorganized players. Moreover, increase in per capita income has led to an increase in sales
of jewelry, as jewelry is a status symbol in India.

Rajesh Exports Limited (REL), a jewelry exporter and retailer, has won an export order
contract worth Rs 1,045 crore (US$ 154.85 million) of designer range of gold and
diamondstudded jewelry and medallions from Singapore.

KSS Limited, a digital and entertainment major, has forayed into the jewelry retailing
business under the franchise model and is looking to open 500 stores under brand 'Bjewelz'
which is owned by Birla Jewels Limited, a wholly owned subsidiary of KSS Limited.

17
De Beers Group, stated that India is one of the world's major markets for consumer sales of
diamond jewelry and it has perhaps more growth opportunity than anywhere else in the
world@.

Kerala-based Kalyan Jewelrs plan to invest Rs 900 crore (US$ 133.55 million) over the
next three years to expand its presence in the international markets like Sri Lanka,
Singapore and Malaysia.

Melorra, a Bengaluru-based online jewelry start-up, has raised US$ 5 million funding from
venture capital firm Lightbox Ventures, to build its brand, enhance its technology platform,
and talent acquisition.

Major mining companies such as Rio Tinto, De Beers and Alrosa have decided to
participate in the Indian Diamond Trading Centre (IDTC) which has been set up to
eliminate the middlemen in diamond trade and allow Indian manufacturers to deal directly
with miners.

India Bullion and Jewelrs Association (IBJA) has signed an pact with the Bombay Stock
Exchange (BSE) for setting up Indias first bullion exchange through a Special Purpose
Vehicle (SPV), wherein IBJA and its constituents will hold 70 per cent and BSE will hold
30 per cent stake.

Global luxury brand Montblanc International has entered into a joint venture with Indias
largest watch maker Titan Co Ltd and plans to start the retail operations in India by
opening five Montblanc boutiques in Mumbai, Delhi, Hyderabad and Pune.

Jewelry major Joyalukkas plans to invest Rs 1,500 crore (US$ 220.08 million) on setting
up 20 stores in India and 10 overseas. The new stores, which will come up almost in a
years time, will add to the Thrissur-headquartered company's existing 95 outlets.

London-headquartered Gemfields, a multi-national firm specializing in colour gemstones

mining and marketing, is planning to acquire colour gemstone mines in Odisha and
Jharkhand, and participate in the exploration of the Kashmir sapphire mines in Jammu &
Kashmir.

The India arm of US private equity (PE) firm Warburg Pincus picked up a minority stake in
Kerala-based Kalyan Jewelrs for Rs 1,200 crore (US$ 176 million). The jewelr plans to use
the proceeds to fund its retail and manufacturing expansion plans.

18
Creador, a PE firm focused on long-term investments in growth-oriented businesses in
Indonesia, India, Malaysia and Singapore, invested Rs 135 crore (US$ 20.28 million) for a
minority stake in PC Jewelr Limited.

Indian exports will now receive concessional duty treatment in the US as it has renewed the
Generalised System of Preferences retrospectively from August 1, 2013 December 31,
2017.

Government Initiatives:

The Reserve Bank of India has announced norms for gold monetisation scheme, which
allows individuals, trusts and mutual funds to deposit gold with banks in return for interest,
to help reduce gold imports and alleviate pressure on trade balance.

The Reserve Bank of India (RBI) has liberalised gold import norms. With this, star and
premier export houses can import the commodity, while banks and nominated agencies can
offer gold for domestic use as loans to bullion traders and jewelrs. Also, India has signed a
Memorandum of Understanding (MoU) with Russia to source data on diamond trade
between the two countries. India is the top global processor of diamonds, while Russia is
the largest rough diamond producer. The Government of India is planning to establish a
special zone with tax benefits for diamond import and trading in Mumbai, in an effort to
develop the city as a rival to Antwerp and Dubai, which are currently the top trading hubs
for diamond.

Due to shortage of skilled manpower, the Gems and Jewelry Skill Council of India is
planning to train over four million people till 2022. The council aims to train, skill and
enhance 4.07 million people by 2022. The council plans to tie-up with the existing training
institutes including Gemmological Institute of America (GIA) and Indian Gemmological
Institute (IGI), along with setting up of new institutes in major diamond cutting and
processing centres, Gems & Jewelry Export Promotion Council (GJEPC) said in a
statement here. The GJEPC has also proposed to develop a jewelry park on Thane-Belapur
Road which is around five kilometers from Mumbai with a view to boost the Mumbai-
based jewelry industry by providing modern facilities and services.

Indian Institute of Gems & Jewelry (IIGJ) Mumbai, a project of the Gem & Jewelry Export
Promotion Council of India (GJEPC), has come-up with three-year Graduate Program in
Jewelry Design & Manufacturing Techniques with an introduction to Management studies
in collaboration with Welingkar Institute of Management.
19
In September 2015, the Government of India approved the gold monetisation plan in the
form of revamped Gold Deposit Scheme (GDS) and the Gold Metal Loan (GML) Scheme
to mobilise tonnes of gold stored in households and temples across the country. The Union
Cabinet also approved the introduction of Sovereign Gold Bond Scheme, under which gold
bonds denominated in grams of gold will be issued to individuals by the Reserve Bank of
India (RBI), in consultation with Ministry of Finance.

Road Ahead:

In the coming years, growth in Gems and Jewelry sector would be largely contributed by
the development of large retailers/brands. Established brands are guiding the organized
market and are opening opportunities to grow. Increasing penetration of organized players
provides variety in terms of products and designs. Also, the relaxation of restrictions of
gold import is likely to provide a fillip to the industry. The improvement in availability
along with the reintroduction of low cost gold metal loans and likely stabilization of gold
prices at lower levels is expected to drive volume growth for jewelry over short to medium
term. The demand for jewelry is expected to be significantly supported by the recent
positive developments in the industry.

Industrial Structure:

The gems and jewelry industry has comprised with 2 main industries that are polishing and
producing. In 2003, 849 factories have registered to the Department of Industrial Works,
which over 80% of them is the small and medium industry with 58,906 employed persons.
These labors are expected to be over 1 million persons from household level nationwide.
The gems and jewelry industry has required many labors with skills and high expertise.

Gems and Jewelry

Industry

Gems Polis
hing Industry Jewelry roduction
P

Genuine Artificial
s
Diamond Gems
Jewelry Jewelry

20
Types of gems:

Ruby: Ruby is a gemstone of rare and expensive, which ranked first in terms of
importance.
For the color, red and shiny and dark, and subjected to high temperature reduces the color.

Diamonds: Diamond is ranked second after the sapphire in terms of importance. A pure
white or yellow... And subject to high temperatures in order to make.

Emeralds: Is a type of mineral Beryl and is composed of silicate of beryllium and

aluminum, is found in the mines between the rigid rocks and marble unlike most gems. To
a deep dark green color, transparent, and ranks third in importance.

21
Sapphire: Is a type of metal Alchorondaum blue color, consisting of underground heat
and intense pressure is known as sapphire. Have all the colors except Red. The risk to the
fetus and raise him the deep blue transparent. And ranked fourth in importance.

Star sapphire: A species Ambassador may be transparent or semi-transparent or white

lines.

Carnelian: Carnelian dark metal and non-pure and amorphous, color, often red, sometimes
yellow or green or blue or gray. A type of quartz known as jade.

Onyx: Semi-transparent metal is chemically composed of silica hidden shape containing

impurities of iron compounds... Those fitting the bug appear Garnet different colors red,
yellow, and structure.

Amethyst: Popularly known as: Sapphire east. The color is always purple or light or dark
purple or between a metal transparent. Violet in color because of the effects of

22
manganese in the composition of two types of it. And the original type of amethyst quartz
composed of silicon dioxide.

Turquoise: Turquoise is known since ancient times, the color blue or greenish-gray
greenish and sometimes turns into a green light. It is very rare and its presence in the case
of amorphous and composed of aluminum phosphate, which contains the copper water.

Topaz: Known as yellow sapphire... a metal transparent golden yellow color mainly but
there are types blue or brown or yellow... Crystals formed within cavities of stones, granite,
schist, where there is always cruel.

Lapis lazuli: Known as an old Alaohq... A stone half cream and non-transparent. A dark
blue deep. This stone is extracted from Iran. Chemical composition of the double silicate,
sodium aluminum mixed with iron and sulfur.

23
OPAL: Is one of the types of gemstone translucent colors. From blue

and white, black, red and green Portuguese and yellow. His meanings. A type of amorphous
silica that contain water in their composition.

Cat Eyes: Known as Black Opal (cat's eye), where by a single line of white ..

Beryl: Known as the Emerald Egyptian. Are extracted from old mines. From different
types and colors of the most important of bluish green and blue light, a transparent stone
and installed a double silicate of beryllium and aluminum, hexagonal crystals.

24
Aquamarine: Gemstone like the Emerald, which is of many colors the most famous
Egyptian green, yellow and Cyprus It is a ray of Luster and not tainted by blackness, and
yellowness.

Jade: Is one of the kinds of gemstone like aquamarines, but it is more transparency and
clarity of it, and the finest.

Tourmaline: Tourmaline is characterized by unique colors .. It combines all the colors of

the rainbow. So he called the name of the rainbow.

Rubellite Tourmaline: Is one of the kinds of gemstone beautiful wonderful form of a

colored tourmaline. glowing colors and beauty and magnificence, ranging from red to pink.

25
Green Tourmaline: There is a wide range of tourmaline. Some of its light and the other
dark. Where the color green shine among the other stones in the dark. it is yellowish-green
colors and green olive. bluish-green and dark green. The stones are very rare.

Yellow Tourmaline: These different stones for the rest of the tourmaline group is very
noticeable. And Asfrarh caused by the effects of high magnesium. In order to show the
color yellow wonderful to be treated in a very high temperature.

Blue Tourmaline: The Blue Altermalin of the treasures of precious stones and rare. In
net for the blue color makes him a legend. It is like emeralds and Sapphire.

Kunzite: Kunzite types of gemstones a solid, which is susceptible, so must be protected

from heat and constant exposure to strong light as it works to remove the purple color
gradually.

26
Morganite: Morganite is gemstone that belongs to the group of multi-colored pearl is the
best.

Bloodstone: Blood stone, stone colored non-transparent, is called by that name for the
popular belief that the benefit to the imprisonment of blood.

Rose quartz: Rose quartz crystals are more regular and larger than the quartz.

Pearl: Jewel of the most precious gems and is a pearl large masterly form of precious
gemstone in terms of value and different pearls for the rest of the gems the other is the
most gem minerals extracted from mines under the surface of the earth, but pearls made
within the shells Maharmen Sand congeal inside the oyster and the gem mineral solid and
usually reflect light, while Pearl Lin and absorbs some kind of light that is reflected also.

27
Red Agate: Transfer from Aristotle to the finest agate is intensified its red color and the
weakness of the color yellow and unanimously most Arab sources, the ancient preference
to other species and has been the people until this day on his Balemni though its origin
other and release the sources of modern species of red and orange name CARNELIAN The
red gold and red structure are called SARD.

Yellow agate is one of the types of agate

White Agate

Blue Agate: The product, which is known as BLUE CALSIDONY which is usually
injected with faint.

28
Green Agate: Overlooked the most ancient sources said may be due to the rarity of known
species are classified pale green in the science of gemstones of modern varieties
Alcalsidoni bright green color is due to the effects of nickel.

GOLD: Gold was first discovered as shining, yellow nuggets. "Gold is where you find it,"
so the saying goes, and gold was first discovered in its natural state, in streams all over the
world. No doubt it was the first metal known to early hominids. Gold became a part of
every human culture. Its brilliance, natural beauty, and luster, and its great malleability and
resistance to tarnish made it enjoyable to work and play with. Because gold is dispersed
widely throughout the geologic world, its discovery occurred to many different groups in
many different locales. Gold was the first metal widely known to our species. When
thinking about the historical progress of technology, we consider the development of iron
and copperworking as the greatest contributions to our species' economic and cultural
progress - but gold came first. Gold is the easiest of the metals to work. It occurs in a
virtually pure and workable state, whereas most other metals tend to be found in ore-bodies
that pose some difficulty in melting. Gold early uses were no doubt ornamental, and its
brilliance and permanence (it neither corrodes nor tarnishes) linked it to deities and royalty
in early civilizations.

29
Silver: Silver is known by the mankind since Pre-History, and its discovery is estimated
happened to shortly after that of copper and gold. The oldest reference to the element
appears in the book of Genesis. The Egyptians considered gold to be a perfect metal, and
gave it the symbol of a circle. Since silver was the closest to gold in perfection, it was
given the symbol of a semi-circle. The Romans called silver argentum, keeping this as the
international name of the element, from where its chemical symbol derives. Its malleability
and ductility make it ideal for ornamental purposes. It was also used for paying debts, in
personal and religious places decoration and in utensils of the wealthiest houses.

30
 CHAPTER 3

COMPANY PROFILE

31
 COMPANY PROFILE

Tanishq was coined from a combination of Tata/Tamil Nadu and Nishq (meaning a
necklace of gold coins) and, again, from Tan, meaning body and Ishq, meaning love.

It was launched in 1994 as a range of jewelry and jewelry watches meant for the European
& American markets. But things began to change globally around this time, and the West
entered a protracted period of slow economic growth followed by recession. Supplying
jewelry to the Americans & Europeans suddenly no longer seemed an attractive
proposition.

Initially, the criticism for Titans foray into jewelry was loud and often bitter. Eventually,
however, the critics were silenced. Tanishq, today, is perhaps the only major Tata brand
with a strong appeal for women. Very importantly, Tanishq has brought to the market a
whole new standard of business ethics and product reliability, in the process bringing about
a transformation in the manner in which jewelry is bought and sold in India.

It has created a revolution in the Indian jewelry trade and in jewelry buying behavior, and
continues to set new parameters of excellence for others to follow.

The Indian market, on the other hand, opened its doors to the world, and was now flooded
with foreign currency. By the time Tanishq established its manufacturing facility and
entered the market, the premises on which the project was based had altered substantially.

Foreign currency was no longer an issue, import licenses were easy to obtain and the global
demand-supply equation for jewelry had shifted in favors of buyers. Tanishq, therefore,
switched tracks and shifted its focus to the Indian market and develop a somewhat
grandiose vision of the brand as a composite avatar of Cartier, Tiffany, Esprit, and Ernest
Jones all rolled in one.

32
Tanishq is India's largest, most desirable and fastest growing jewelry brand in India. Started
in 1995, Tanishq is the jewelry business group of Titan Industries Ltd - promoted by the
TATA group, India's most respected and widely diversified business conglomerate. It is
located in Hosur (spicot).

This year marks a decade of successful innings for Tanishq. With retail sales of 1200 crore
last years and gunning for 2000 crores this year, Tanishq has arrived in the Indian jewelry
market. It is a story of a successful Indian enterprise, which has delivered value to its
customers and shareholders in a complex category, marked by its completely localized
front end as well as back end.

Tanishq has set up production and sourcing bases with through research of the jewelry
crafts of India. Jewellry at Tanishq is crafted in one of the world's most modern factories.
The factory complies with all labour and environmental standards. Located at Hosur, Tamil
Nadu, the 1, 35,000 sq. ft. factory is equipped with the latest and most modern machinery
and equipment. Every product at Tanishq is painstakingly crafted to perfection. Diligent
care and quality processes ensure that the Tanishq finish is unmatched by any other jewelr
in the country.

Tanishq challenged the age-old jewelr's word with TATA's guaranteed purity. It exploded
the market with facts about rampant impurity across India. It introduced technology-backed
challenge in a category completely governed by individual trust. Tanishq introduced
innovations like Karat meter, the only nondestructive means to check the purity of gold.

Tanishq also introduced professional retailing in the dis-organized Indian jewelry bazaar,
where women can shop with comfort and peace, without worrying about the purity of the
jewelry they are buying, as well as, select from the best jewelry collections available in the
Indian market.

Tanishq today is India's most aspirational fine jewelry brand with 91 stores in 64 cities,
with an exquisite range of gold jewelry studded with diamonds or coloured gems and a
wide range of equally spectacular jewelry in 22Kt pure gold. Exquisite platinum jewelry is
also part of the product range.

33
Jewelry is one of the last great commodity frontiers in India; it has
remained so because this market is very fragmented, very
unorganized. Tanishq has successfully taken on the challenges of
transforming this frontier into a reliable consumer space by bringing
to it all the virtues and benefits that branding offers".

- Harish Baht, CEO, Tanishq.

Jewels of India

In the branded jewelry segment, Tanishq has established its leadership position and built a
persona which is premium, stylish, exquisite and pure

"Diamonds are a girl's best friend!" sang Marilyn Monroe, seductively, in the 1953 hit
movie Gentlemen Prefer Blondes. The conviction has not changed since then. Think
birthdays, anniversaries, special moments and what is it that will bring a sparkle to a
woman's eyes?
The flash of diamonds! The glitter of gold! The glorious glint of jewels!

An Indian woman's penchant for jewelry is perhaps

greater than that of women elsewhere. The love affair
starts from the cradle. As a baby, bangles dangle from
her wrist and anklets tinkle as she moves. By the time,
she is a toddler, she has added earrings and probably
nose rings to her jewelry casket.

34
And when she gets married, she receives as gifts streedhan wealth in the form of jewelry-
from her parents.Adorning
herself with jewelry is an everyday affair,not restricted to occasions and festivals. No
wonder jewelry has always been big business in India. In June 1995, when Tanishq entered
the segment, the market was dominated by the neighborhood sonars (goldsmiths) who
would craft designs in gold for women. Sometimes the finesse would be missing; often the
gold would not be pure. Tanishq, as the first brand of jewelry in the Indian market, changed
all that. It promised pure gold and offered elegant designs at transparent prices.

Since then, Tanishq has built on its first mover advantage and remained the market leader
through the years, despite many new entrants to the business. The company has been
growing at the rate of 40 per cent per year for the past five years and has registered a
turnover of over Rs 750 crore in 2005-06. The target now is to achieve a turnover of Rs
1,000 crore in the current fiscal.

Innovation mantra:

The most important factors spurring Tanishq's

success

are innovation in the business model, in design and in promotions and the
trust the Tata name evokes

. Tanishq is no longer the only brand wooing the Indian woman; Nakshatra, Sangini, Asmi,
Damas at all are also in the race. The difference is that most of these are predominately
product brands, while Tanishq is a retail brand, giving customers a unique shopping
experience. Govindraj, VP retail and marketing, explains, "Tanishq is available only at
exclusive outlets and this was the company's first innovation. Today we have 80
showrooms in 60 cities."

This was not the only weapon in Tanishq's arsenal. It won the trust of its customers by
installing karat meters in its outlets to check the purity of gold. Tired of not being sure of
the quality of gold they had bought, women were delighted. The karat meter uses the
principle of spectroscopy to test the purity of gold without damage to the ornament or loss
of any of the gold.

35
Tanishq's unique designs are created with the Indian woman in mind. Aware that a woman
plays different roles at work and at home, and dresses differently for every occasion,
Tanishq has created specific collections that have set a new fashion in jewelry. "We are
aligning ourselves by contemporizing traditional jewelry and making it relevant for them,"
says Venkataraman.

Marketing moves

Tanishq's marketing and promotional strategies have been equally trendsetting. It uses a
360o approach in creating brand equity and a persona of purity, style and exquisiteness. Be
it the talking billboards in their storefronts enticing customers to walk in, or the crowns it
has been designing for the Ponds-Femina Miss India contest, Tanishq's marketing moves
have panache. Their new campaign 'the emerging Indian woman' gracefully blends the
traditional and the modern.

Another first was the special collection designed for

the movie, Paheli. It was a huge promotional initiative
and a bigger than ever canvas to display and promote
its high-end designs. "It was the ideal vehicle to
position Tanishq in the serious jewelry space as well as
bring it closer to the consumer," says Venkataraman.
"Indian fashion actually is actually led a lot by films. As a medium it influences
customers significantly," adds Govindraj. The movie, a tale of eternal love set in Rajasthan,
proved to be perfect for showcasing the vibrancy and beauty of kundan, meenakari and
jadau jewelry.

No less enticing was their "19 = 22" offer in which customers could buy gold jewelry
giving their 19-carat gold which was valued at 22-carat prices. "The exchange offer helped
customers to get rid of the inferior gold and helped Tanishq acquire new customers.

Learning the ropes

Today, Tanishq enjoys a dominant position in the jewelry industry and its customer
retention is at 85-90 per cent. It wasn't so always. When Tanishq was launched, its portfolio

36
comprised diamond-studded jewelry in western designs. The company soon realized that to
succeed it required a mix of traditional jewelry and contemporary designs.

Next, they learned to value regional preferences. Designs were customized depending on
the regions and markets: the seven-diamond floral motif collection was contemporized but
the traditional designs of the mangalsutras remained unchanged. Jewelry showcased in
stores in south India was different from designs available in eastern India. Tanishq was
spreading its glitter, and fast.

Changing lifestyles

Meanwhile, the business environment had also swung in Tanishq's favour. Changing
consumer demographics due to rising incomes, dual incomes and exposure to foreign
designs brought about a change in the way people looked at jewelry. If jewelry was once
bought as an investment or as part of a daughter's dowry, it was no longer the case.

With the rise in number of working women and disposal

incomes, people have begun visiting the jewelry shop more
often. Weddings still remain and will remain the time when
maximum money is spent on jewelry, but now impulse
buying is becoming increasingly common.

Just 10-15 years back, jewelry was synonymous with gold.

Semi-precious stones were popular but not diamonds. Happily, for Tanishq, that has
changed. The share of diamond sales in total jewelry sales is an indicator of the trend.
"Tanishq has a share close to 30 per cent compared to the industry's share of 12-14 per
cent. It is another indicator of Tanishq's first mover status," explains Venkataraman.

Designs on women:

The Rs 80,000-crore jewelry business in India is fragmented and ruled by traditional local
players. For Tanishq to be able to break the stranglehold, it had to find a way to connect
with the need for finely crafted jewelry at affordable prices. Previously, Tanishq was
positioned as an international jewelry brand for the Indian elite. This meant it catered to a
niche market; the masses were ignored. Moreover, its Italian designs in 18-carat, mostly

37
studded jewelry did not go down well with the traditional Indian woman, used as she was
to 22-carat jewelry.

Given this reality, design was back in focus at Tanishq but with a difference.
Abandoning its westernized look from the past, head designer Elizabeth Mathan and her
team chose to work on a fusion of contemporary and traditional Indian motifs. Says
Mathan, "Our primary customer is the young Indian woman, who has a modern,
contemporary outlook towards life but is still firmly rooted in her traditional Indian
values." Tanishq Aria was the first line to be launched with the new concept. It gave a fresh
perspective to the traditional seven stone setting. It was a great success. Then, came Diva,
which combined the brilliance of diamonds with the soft luminosity of pearls. Another
success.

Looking back, Bhaskar Bhat, managing director, Titan says, "Our biggest change was
targeting the mainstream Indian customer. The introduction of 22-carat plain jewelry was
the first step in getting us where we are today." The range was strikingly different from the
standard fare available in the market, yet it was traditional. The lightweight collection
looked heavy, but felt light, just under 25 gm. This met the working womans growing need
for great-looking and beautiful jewelry that was affordable and extremely comfortable to
wear.

Innovative collections:
The production process was made more flexible. New Japanese manufacturing machines
were introduced at Tanishqs Hosur plant. The emphasis turned to customer demands
across all segments and surveys were conducted to tweak business strategies.

"We have to meet a relevant consumer need," explains Saroja Y. L., the divisions group
manager, "so when we develop strategies for any marketing program our core philosophy
is to link it with a particular consumer need, felt or otherwise, and then bring it to light in
the most evocative way possible." Collection G and Tanishq Solo are examples of this
doctrine.

38
Surveys showed work-wear jewelry to be a dilemma for the working woman. Tanishqs
Collection G 9 to 5 range, with its modern, innovative designs, marked the first-ever
collection custom-made to suit their requirements. Unique finishes and different textures,
as well as a contemporary touch gave a distinctive look to the jewelry crafted in pure 22-
carat gold. Moreover, it also addressed the homemakers need for everyday-wear jewelry.
The entry points for the collection was just Rs 595, with more than 90 unique designs,
including earring-pendant sets, neckwear, bangles, bracelets, chains and rings. The concept
took the market by storm.

Likewise, solitaires were a womans dream. But solitaires were perceived to be the sole
preserve of the upper middle class, as only diamonds above 40 cents were considered
solitaires. Tanishq debunked the myth and launched an exclusive brand of solitaire
diamonds Solo, priced at Rs 7,500 and upwards.

"Taking a fresh look at our brand exercise meant challenging the existing order in the
marketplace and taking bold, if risky, business decisions. Today we have successfully
democratized luxury and fashion in jewelry and by making the best of designs accessible to
a wide segment of Indian women. In 2002 more than 1 million Indian women shopped at
Tanishq, a fact thats testimony to the brands broad appeal, and an indicator of its success
in enabling consumers to access higher levels of quality," reveals Mr. Harish Bhat.

Market mantra:
Customer acquisition meant employing innovative marketing initiatives. Like some players
in the apparel industry, it decided to launch an innovative collection in every quarter of the
year to encourage customers to frequent the stores. The path-breaking 'impure to pure
exchange' enabled customers to exchange impure gold for 22-carat gold.

During the offer period, customers could go to the Tanishq showroom and get a free gold
purity check done on a 'Karatmeter' (an internationally acclaimed device for purity
checking). Even if they find their jewelry to be less than 22c (up 19 carat pure), they could
exchange it for Tanishqs certified jewelry.

39
 Customer Policy of Tanishq

The response was tremendous. Most of our strategy has revolved around breaking the bond
of customers with their jewelr by building on the weakness of the jewelr and on our
strengths, which explains why Tanishq is now synonymous with trust and purity, and is
perceived as a leader in jewelry design in India?

Over the last three years it has worked overtime to make its boutiques far more productive
and responsive to consumer needs; they were made the center stage of all marketing
activity. Tanishq is the only national jewelr in India with an unmatched consumer reach
through 62 exclusive boutiques in 47 cities.

In India, gold buying is still to mark special occasions like festivals, anniversaries and
auspicious days like akshaya tritiya. So, whether it was Varalakshmi Puja in Andhra
Pradesh, Durga Puja in Bengal, Onam in Kerala or Karva Chauth in the north, the company
celebrated it with its customers in the right cultural spirit.

Tanishq is today perceived as a design leader in jewelry; as a distinct, fashionable brand

which defines trends in jewelry; as a retail brand, which offers an elegant, clearly
differentiated shopping experience which is quite unique in this category. The whole
discussion is figured below:

40
Thus in purchasing jewelry by the customers, they are driven by both external and internal
influences. External influences include, Marketing efforts by the company as the Input,
Consumer Decision Making as the Process and the Purchase as the Output.

Here we can take the input to external influences as socio cultural environment also which
include information from family, social groups, informal sources etc. The decision making,
which is the process, is purely psychological as the customer internally analyses about the
product and its pricing. If required, they take the help of old customers of Tanishq to judge
their satisfaction level with the product. The output deals in purchase and post purchase
evaluation, where they mentally analyze whether the jewelry set which they bought, worth
their hard earned money? Whether they got the best piece compared to the other jewelry
shops? Etc

41
Swot analysis:

Strength Weakness

Capture Rs 70,000 crore.

Purity.
Escalated gold cost lower
Distribution network and margin.
retailing stores.
Award winning deposit.
Diversity in jewelry / gold /
diamond / platinum.
Competitive price.

Opportunities Threats

Global market. Competition.

Low cost jewelry. Lack of skilled workers.
Customized jewelry design. Gold are not seen as a
Concentrate on gen-x by source of investment.
having trendy jewelry.
Expand retail store.

Vision Statement:

Vision:

To be innovative world class, contemporary and build Indias most desirable brands .
Customer focus:

Titan passionate about understanding customer needs and expectation delighting a

customer is therefore a nature outcome.

Creativity and innovation:

They were ideas company creativity and innovations are lifeblood.

42
Performance culture and team work:

They dare to dream big and work together to realize it. High performance is a way of life
with them.

Quality:

They will attain and maintain excellence in all that they do.

Wealth creation:

They ensure creation of value in all that they do for stake holders.

Respect and care for the individual:

They value every Titanium and strive to fulfill his/her needs and aspiration.

Corporate citizenship:

They care about the environment and the community; they live in and will invest a part
of their resources in improving them.

Mission Statement:
Titan seeks to achieve these value goals through a focused pursuit of outstanding quality in both the
ends that we target and the means that we adopt. Titan encourages and enables individuals and
groups to realize their fullest potential through rationality and creativity, cerebration and passion,
transparency and informality, pride in the past and excitement about the future.

43
PRODUCT LINE AND COLLECTION

Tanishq Diamonds

The sparkle of diamonds has always attracted the human eye.

Finding your perfect piece of diamond jewelry is an exhilarating and unique experience. As with
any significant purchase, it is important that you make an educated decision.

Cut and crafted with utmost care, Tanishq diamonds come with a certificate of authenticity, stating
the caratage, colour and clarity of the stone, to enable you to know exactly what you are paying for.

No gemstone expresses human emotions more powerfully than a diamond and Tanishq transforms
these precious stones into breathtaking masterpieces, each unique and splendid in design. When it
comes to diamonds at Tanishq you will be spoilt for choice from many collections we have to offer.

Tanishq Gold
From the traditional harams, Mangalsutras and thalis to the more fashionable earrings,
chains, bracelets and rings, there is a lot to choose from at Tanishq.

In India Gold, has always been associated with security and is the most valuable form of
investment. However, it has been observed that consumer is an easy target to several
malpractices like under karatage, under valuation of the gold sold and unfair buy back
policies due to the lack of awareness about these issues.

Tanishq propagates ethical practices not only by assuring the customer purity and selling
policies, but also fair policies to the karigars who craft the jewelry

Tanishq's designs in Pure 22k gold are not only unique, expressing the wearer's
individuality but each piece is subject to the intricate process of design, crafting and stone
setting with stringent quality standards at every point. At Tanishq, we cater to every
occasion. Our collections in gold abound from the grandiose wedding collection to exotic
kundan and polki, from the stunning Aarka collections to the exclusive Nakashi work. We
ensure that we have something for everyone with our baby range, 9 to 5 for the working
woman and high fashion, men's wear, teen's collection and regional specific designs.

44
Tanishq Platinum:
Metal at its best.

Pure:
Platinum's purity endows it with a brilliant white luster. This helps to reflect the true
radiance of diamonds. Because it is generally 95% pure (18 karat gold is 75% pure),
platinum jewelry does not fade or tarnish and keeps its looks for a lifetime.

Rare:
Platinum is rare, the coveted treasure of discerning individuals. There is very little platinum
on this earth and it is found in very few places around the world. This exquisite metal is 30
times rarer than gold. Platinum's rarity makes it exclusive and distinctive - a celebration of
your individuality.

Eternal:
Platinum jewelry is the perfect choice for a lifetime of everyday wear. Platinum does not
wear away and holds precious stones firmly and securely. All precious metals can scratch,
and platinum is no exception. However, the scratch on a platinum piece is merely a
displacement of the metal and none of its volume is lost.

Some of the world's most famous gems are set in platinum, such as the Kohinoor diamond,
part of the British crown jewels.

Platinum and White Gold are distinctly different materials and must not be confused.
Platinum is a metallic element while White Gold is a Gold alloy, which gets its white
colour due to palladium or nickel.

Tanishq's Platinum represents excellent value for money. The price may be higher than a
similar item in gold but platinum is pure, rare, enduring, beautiful, luxurious, classic, and
the perfect host for diamonds; precious qualities that make it worth paying that little bit
extra for.

45
 THE COLLECTIONS

The Diamond Collection:

No gemstone expresses human emotions more powerfully than a diamond After all, a
diamond is timeless and finding your perfect piece of diamond jewelry is an exhilarating
and unique experience. Cut and crafted with utmost care the diamond collection renders
each piece eternal.

The Wedding Collection:

The bride blushes; everyone around smiles; the shenai announces festivity; the priests
chant auspicious promises; She walks demurely; A vision of beauty; her jewels are
exquisite; Crafted by the best in the land; as pure as the blessings bestowed on here.

46
The Zoya Collection:
Intricacy coupled with the simplicity; The magnificence of history interwoven with linear
contemporary; Secrets of the pharaohs masked with the mystery of the cosmos; oriental art
embellished with occidental architecture; nature's bounty matched with man's ingenuity.

The Fashion Earring Collection:

The Fashion earring collection', has a range of over 300 exclusive designs. Keeping in tune
with the raging popularity that earrings currently enjoy, the Tanishq design team has
created the Fashion earring collection, inspired by the evergreen Jhumkas or Karnaphools
and the trendy Chandelier and delicate Stiletto designs.

The Kundan and Polki Collection:

Influenced by the mughal era Kundan work requires special craftsmanship and a myriad of
stages, each crafted by a different set of highly skilled karigars.

Tanishq as a revitalize of tradition brings to life techniques and motifs of the period
through our exquisite collections of Kundan and Polki (uncut diamonds).

47
It is difficult for jewelers to ensure the purity and correct grammage of the product since it
involves so many stages. However, Tanishq ensures the karatage and net wt of the product.

The Colors of Royalty Collection:

Colors of Royalty a range of exquisite studded jewelry, reminiscent of the magical

Victorian era. The collection is inspired by the classic design essence and sensibilities
found in the architecture, fashion, design, drapes and patterns of the Victorian period.
Tanishq has incorporated the timelessness of these styles into exquisite jewelry designs to
present a collection where fashion and tradition converge.

This line of precious stones and diamond jewelry in 18k from Tanishq comprises more than
200 pieces and is by far the largest studded collection launched by us.

This exclusive collection was launched at the Ponds Femina Miss India 2006, where the 25
finalists wore it. The Colors of Royalty is a line of exclusive gems and stone studded
jewelry that reflects the grandeur of India's rich past represented through the varied
meanings associated with colors in our lives.

48
The Moham Collection:
The collection comprises designs, motifs inspired by nature that have been beautifully
crafted to make them the most desirable possession this season.

Moham is a range of exclusive ruby studded jewelry that embodies the auspiciousness the
color red has in our lives. Rubies have been associated with prosperity, passion and have
been the most coveted gemstone for many years. It is a must have for a Indian women.
This range attempts to strike a balance between convention and fashion by creating designs
suitable for the progressive Indian woman, rooted in her tradition.

This line of Ruby studded jewelry from Tanishq is available in both 18k and 22k. This
launch reiterates Tanishq's focus on catering to region specific tastes and preferences. India
offers great potential for the Moham collection where Ruby studded jewelry enjoys great
popularity and acceptance. Consumer survey indicates that women attach great
inspirational value to rubies, second only to diamonds.

The Aria Collection:

Aria is a collection of variety of everyday jewelry which depicts various moods and
feelings.

49
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

50
AGE GROUP WISE CLASSIFICATION OF RESPONDENTS
This classification helps us to understand the age group of respondents. Therefore, based
on the observations reasonable proportion of respondents were covered in the study. The
sample coverage is given in table 4.1

TABLE-4.1 AGE GROUP WISE CLASSIFICATION OF REPONDENTS

Age group No of respondents Percentage

17-25 15 8%

25-35 38 19%

35-45 59 29%

Above 45 88 44%

Total 200 100%

FIGURE-4.1: AGE GROUP WISE CLASSIFICATION OF RESPONDENTS

50
45
40
35
30
25
20
15
10
5
0
BELOW 25 BELOW 35 BELOW 45 ABOVE 45

Interpretation:
From the above analysis, 8% respondents are in 17-25 age group, 19% respondents are in
25-35 age group, 29% respondents are in 35-45 age group, 44% respondents are in above
45 age group.

51
GENDER WISE CLASSIFICATION OF
RESPONDENTS
This classification helps us to understand the respondents gender. Therefore, based on the
observations reasonable proportion of respondents were covered in the study. The sample
coverage is given in table 4.2

TABLE-4.2 GENDER WISE CLASSIFICATION OF RESPONDENTS

Gender No of respondents Percentage

Male 65 32%

Female 135 68%

Total 200 100%

FIGURE-4.2: GENDER WISE CLASSIFICATION OF RESPONDENTS

PERCENTAGE
80

70

60

50

40

30

20

10

0
MALE FEMALE

PERCENTAGE

Interpretation:

From the above analysis, 32% are male and 68% are female. By this analysis, we can
observe that mostly female consumers are availing Tanishq services.

52
OCCUPATION WISE CLASSIFICATON OF RESPONDENTS
This classification helps us to understand the respondents occupation Therefore based on
the observations reasonable proportion of respondents were covered in the study. The
sample in the study. The sample coverage is given in table 4.3

TABLE -4.3 OCCUPATION WISE CLASSIFICATION OF RESPONDENTS

Occupation No of respondents Percentage

Student 15 8%

Business 40 20%

Job Holders 56 28%

House Holders 89 44%

Total 200 100%

FIGURE -4.3: OCCUPATION WISE CLASSIFICATION OF

RESPONDENTS

Percentage
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Student Business Job Holders House Holders

Percentage

Interpretation:
From the above analysis, 8% respondents are students, 20% respondents of business
people, 28% respondents are job holders and 44% respondents are households.

53
FACTORS ATTARACTING RESPONDENTS TO VISIT
TANISHQ
This classification helps us to understand the factors attracting respondents. Therefore,
based on the observations reasonable proportion of respondents were covered in the study.
The sample coverage is given in table 4.4

TABLE -4.4 FACTORS ATTRACTING RESPONDENTS TO VISIT

TANISHQ
Factors No of respondents Percentage

Low price 14 7%

Good quality 84 42%

Services 44 22%

Offer 22 11%

Discount 36 18%

Total 200% 100%

FIGURE-4.4 FACTORS ATTARACTING RESPONDENTS TO VISIT

TANISHQ

50%
40%
30%
20%
10%
0%
Low price Good quality Services Offer Discount

Percentage

Interpretation:

From the above analysis, 7% respondents are attracted for low price, %42 respondents are
interested for good quality, 22% respondents are interested for services, %11 respondents
are interested for offers, 18% respondents are interested for discounts.

54
RESPONDENTS AVAILING THE TANISHQ SERVICES
This classification helps us to understand the respondents availing Tanishq services.
Therefore, based on the observations reasonable proportion of respondents were covered in
the study. The sample coverage is given in table 4.5

TABLE -4.5: RESPONDENTS AVAILING THE TANISHQ SERVICES

How Long No of respondents Percentage

Less than 1 year 32 16%

1-2 years 56 28%

2-3 years 42 21%

Above 3 years 70 35%

Total 200 100%

FIGURE -4.5: RESPONDENTS AVAILING TANISHQ SERVICES

Percentage
40%

30%

20%

10%

0%
Less than 1 year 1-2years 2-3years Above 3 years

Percentage

Interpretation:

From the above analysis, 16% respondents are availing the big bazar services less than 1
year, 28% respondents are availing the Tanishq services 1-2 years,21% respondents are
availing the Tanishq services 2-3 years,35% respondents are availing the Tanishq services
above3 years

55
RESPONDENTS MONTHLY EXPENDITURE SPENDING AT
TANISHQ
This classification helps us to understand respondents monthly expenditure spending at
Tanishq based on the observations reasonable proportion of respondents were covered in
the study. The sample coverage is given in table 4.6

TABLE-4.6: RESPONDENTS MONTHELY EXPENDITURE SPENDING

AT TANISHQ
Expenditure No of respondents Percentage

Less than 10000 26 13%

Less than 25000 54 27%

Less than 50000 42 21%

Above 50000 26 13%

Total 200 100%

FIGURE -4.6: RESPONDENTS MONTHLY EXPENDITURE SPENDING

AT TANISHQ
Percentage
30%
25%
20%
15%
10%
5%
0%
Less than 10000 Less than 25000 Less than 50000 Above 50000
Percentage

Interpretation:

From the above analysis, 13% respondents monthly expenditure is less than 10000, 27%
respondents monthly expenditure is less than 25000, 21% respondents monthly
expenditure is less than 50000, 13% respondents monthly expenditure is above 50000.

56
RESPONDENTS SOURCE OF AWARENESS ON TANISHQ
This classification helps us to understand the respondents source of awareness on Tanishq
spending at Tanishq Therefore, based on the observations reasonable proportion of
respondents were covered in the study. The sample coverage is given table 4.7

TABLE-4.7: RESPONDENT SOURCE OF AWARENESS ON TANISHQ

Source No of respondents Percentage
TV advertising 83 41%
Hoardings 11 5%
News papers 33 17%
Suggestions 42 21%
Pamphlet 25 13%
Others 6 3%
Total 200 100%

FIGURE-4.7: RESPONDENTS SOURCE OF AWARENESS ON TANISHQ

Percentage
50%
40%
30%
20%
10%
0%
TV advertising HoardingsNews papers
SuggestionsPamphlet Others

Percentage

Interpretation:

From the above analysis, 41% respondents are attracted by TV advertisings, 5%

respondents are attracted by hoardings, 17% respondents are attracted by Newspapers,
21% respondents are attracted by family/friends suggestions, 13% are attracted by
pamphlets and 3% are attracted by others.

57
RESPONDENTS RATING OF STORE ASSISTANTS
This classification helps us to understand the respondents rating of store assistants
therefore, based on the observations reasonable proportion of respondents were covered in
the study. The sample coverage is given in table 4.8

TABLE-4.8: RESPONDENTS RATING OF STORE ASSISTANTS

Rating of store assistants No of respondents Percentage

Excellent 37 18%

Good 89 45%

Average 34 17%

Satisfied 32 16%

Unsatisfied 8 9%

Total 200 100%

FIGURE-4.8: RESPONDENTS OF STORE ASSISTANTS

Percentage
50%
40%
30%
20%
10%
0%
Excellent Good Average Satisfied Unsatisfied
Percentage

Interpretation:

From the above analysis, 18% respondents are excellent, 45% respondents are good, 17%
respondents are average, 16% respondents are satisfied and 9% respondents are unsatisfied
for the store assistants service.

RECEIVING MESSAGE FOR THE OFFERS BY THE

RESPONDENTS
This classification helps us to understand the message received by the respondents for the
offers therefore, based on the observations reasonable proportion of respondents were
covered in the study. The sample coverage is given in the table 4.9
58
TABLE-4.9 RECEIVING MESSAGES FOR THE OFFERS BY THE
RESPONDENTS
Receiving Messages No of respondents Percentage

Yes 132 66%

No 20 10%

Sometimes 48 24%

Total 200 100%

FIGURE-4.9: RECEIVING MESSAGE FOR THE OFFERS BY THE

RESPONDENTS
PERCENTAGE
70
60
50
40
30
20
10
0
Yes No Sometimes
PERCENTAGE

Interpretation:

From the above analysis, 66% respondents are receiving message, 10% respondents are not
receiving messages and 24% respondents are receiving messages sometimes.

RESPONDENTS AWARENESS OF GOLDEN HARVEST

This classification helps us to understands awareness of golden harvest scheme. Therefore,
based on the observations reasonable proportion of respondents were covered in the study.
The sample coverage is given in the table 4.10

TABLE-4.10 RESPONDENTS AWARENESS OF GOLDEN HARVEST

SCHEME
Aware of CSD No of respondents Percentage

59
Yes 166 83%

No 34 17%

Total 200 100%

FIGURE-4.10: RESPONDENTS AWARENESS OF GOLDEN HARVEST

SCHEME

Percentage
90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
Yes No

Percentage

Interpretation:

From the above analysis, 83% respondents are aware of golden harvest scheme and 17%
are not aware of golden harvest scheme.

RESPONDENTS RATING FOR GOLDEN HARVEST

SCHEME
This classification helps us to understand respondents rating for golden harvest scheme.
Therefore, based on the observations proportions of respondents were covered in the study
is given in the table 4.11

TABLE-4.11: RESPONDENTS RATING FOR GOLDEN HARVEST

SCHEME
60
Rating of GHS No of respondents Percentage
Excellent 28 14%
Good 66 33%
Average 34 17%
Satisfied 57 28%
Unsatisfied 15 8%
Total 200 100%

FIGURE-4.11: RESPONDENTS RATING FOR GOLDEN HARVEST

SCHEME

Percentage
35%
30%
25%
20%
15%
10%
5%
0%
Excellent Good Average Satisfied Unsatisfied

Percentage

Interpretation:

From the above analysis, 14% respondents are excellent, 33% respondents are good, 17%
respondents are average, 28% respondents are satisfied and 8% respondents are unsatisfied
for the GHS.

COMPLAINTS FREQUENTLY FACED BY RESPONDENTS

This classification helps us to understand complaints frequently faced by the respondents.
Therefore, based on the observations reasonable proportion of respondents were covered in
the study. The sample coverage is given in the table 4.12

TABLE -4.12: COMPLAINTS FREQUENTLY FACED BY RESPONDENTS

Complaints No of respondents Percentage

Size problem of products 38 19%

61
Lack of designs 35 17%

Billing 43 22%

Value additions/Pricing 78 39%

Cost variation 6 3%

Total 200 100%

FIGURE-4.12: COMPLAINTS FREQUENTLY FACED BY

RESPONDENTS
Percentage
50%
40%
30%
20%
10%
0%
Size problem of Lack of designs Billing Value Cost variation
products additions/Pricing
Percentage

Interpretation:

From the above analysis, 19% respondents are complaint on size problem on products,
17% respondents are complaints on lack of designs in finger rings and other neck wares
and others, 22% respondents are complaints on the billing problem, 39% respondents are
complaints on the value additions of the products, 3% respondents are complaints on the
cost variation when compared to other competitors.

RESPONCE FOR THE COMPLAINTS BY TANISHQ

MANAGEMENT
This classification helps us to understand the response for the complaints by the Tanishq
management. Therefore, based on the observation reasonable proportion of respondents
were covered in the study. The sample coverage is given in the table 4.13

TABLE-4.13: RESPONSE FOR THE COMPLAINTS BY TANISHQ

MANAGEMENT
Response on complaints No of respondents Percentage

Excellent 36 18%

62
Good 66 33%

Average 54 27%

Satisfied 36 18%

Unsatisfied 8 4%

Total 200 100%

FIGURE-4.13: RESPONDENTS FOR THE COMPLAINTS BY TANISHQ

MANAGEMENT
Percentage
35%
30%
25%
20%
15%
10%
5%
0%
Excellent Good Average Satisfied Unsatisfied
Percentage

Interpretation:

From the above analysis, 18% respondents are excellent, 33% respondents are good, 27%
respondents are average, 18% respondents are satisfied and 4% respondents and unsatisfied
with the Tanishq management.

RESONDENTS AWARENESS OF PAYBACK REWARD

POINTS
This classification helps us to understand the respondents awareness of payback reward
points. Therefore, based on the observations reasonable proportion of respondents were
covered in the study. The sample coverage is given in the table 4.14

TABLE-4.14 RESPONDENTS AWARENESS OF PAYBACK REWARD

POINTS

63
Aware of payback No of respondents Percentage
RPs

Yes 116 58%

No 84 42%

Total 200 100%

FIGURE-4.14 RESPONDENTS AWARENESS OF PAYBACK REWARD

POINTS
Percentage
70%
60%
50%
40%
30%
20%
10%
0%
Yes No
Percentage

Interpretation:

From the above analysis, 58% respondents are aware of payback reward points and 42%
respondents are not aware of payback reward points.

RESPONDENTS RATING OF PAYBACK REWARD POINTS

This classification helps us to understand the respondents rating of payback reward points.
Therefore, based on the observations reasonable proportion of respondents were covered in
the study. The sample coverage is given in table 4.15

TABLE -4.15: RESPONDENTS RATING OF PAYBACK REWARD

POINTS
Rating for payback No of respondents Percentage
RPs

Excellent 36 18%
Good 60 30%

64
Average 70 35%
Satisfied 34 17%
Unsatisfied 0 0%

Total 200 100%

FIGURE-4.15: RESPONDENTS RATING OF PAYBACK REWARD

POINTS
80

70

60

50

40

30

20

10

0
Excellent Good Average Satisfied

No of respondents Percentage

Interpretation:
From the above analysis, 18% respondents are excellent, 30% respondents are good, 35%
respondents are average, 17% respondents are satisfied and 0% respondents are unsatisfied.

RESPONDENTS RECOMMENDS TO OTHERS

This classification helps us to understand the respondents recommends to others.
Therefore, based on the observations reasonable proportion of respondents were covered in
the study. The sample coverage is given in table 4.16

TABLE-4.16: RESPONDENTS RECOMMENDS TO OTHERS

Recommend No of respondents Percentage

Yes 85 42%

No 5 3%

Sometimes 110 55%

Total 200 100%

65
FIGURE-4.16: RESPONDENTS RECOMMEND TO OTHERS

Percentage
60%
50%
40%
30%
20%
10%
0%
Yes No Sometimes

Percentage

Interpretation:

From above analysis, 42% respondents are recommending to others, 3% respondents are
not recommended to others and 55% respondents are recommended to others sometimes.

RESPONDENTS LEVEL OF SATISFACTION ON TANISHQ

This classification helps us to understand the respondents level of satisfaction on Tanishq
Therefore, based on the observations reasonable proportion of respondents were covered in
the study. The sample coverage is given in table 4.17

TABLE 4.17: RESPONDENTS LEVEL OF SATISFACTION ON TANISHQ

Level of satisfaction No of respondents Percentage

Extremely satisfied 65 33%

Satisfied 97 49%

Dissatisfied 48 24%

Extremely dissatisfied 0 0%

66
Total 200 100%

FIGURE-4.17: RESPONDENTS LEVEL OF SATISFACTION ON

TANISHQ

Percentage
60%

50%

40%

30%

20%

10%

0%
Extremely satisfied Satisfied Dissatisfied Extremely dissatisfied

Percentage

Interpretation:

From the above analysis, 33% respondents are extremely satisfied, 49% respondents are
satisfied, 24% respondents are dissatisfied and 0% respondents extremely dissatisfied and
9% respondents are unsatisfied for the overall satisfaction level of Tanishq.

Rate your Tanishq Store on the following parameters

Parameters Results

Store Ambience Good

Offers and Schemes Good

Range and Variety of Products Good

Products Quality Excellent

Price of the Products High

67
Parking Facility Ok

Near to Home/Easy to Reach Yes

Brand Name Good

Exchange Policy Yes

Loyalty Points Yes

Services Good

The results of each parameters are based on majority of the response given by
the respondents.

General Feedback on overall performance of Tanishq

store, Brodipet, Guntur.

Parameter No of Respondents

Excellent 8

Good 43

Average 34

Satisfied 13

Poor 2

68
Total 100

Pie Chart:

No of Respondents
2% 8%
13%

43%
34%

Excellent Good Average Satisfied Poor

CHAPTER-5

FINDINGS AND SUGGESTIONS

CONCLSION
QUESTIONARRIE
69
 BIBLIOGRAPHY

FINDINGS

83% are satisfied with Golden harvest scheme.

36% of customers satisfied with payback reward points.
42% of customers are satisfied with the response towards
complaints.
52% of customers are satisfied with the pre-booking orders.
68% customers are satisfied with the available products of Tanishq.
From the data analysis, it is found that maximum respondents are
purchasing neck ware items in the store.
From the data analysis, it is found that when compared to other
stores, more number of respondents mostly agreed that product
quality is comparatively high in the store.
From the data analysis, it is found that maximum of respondents
agreed about offers in the store.

70
 From the data analysis, it is found that maximum of respondents is
satisfied with the services in the store.

SUGGESTIONS:
Providing the service in time and fulfil the customer need.
Make the Finger ring and Bracelet products available for the customers.
Make the platinum products available for the customers.
Providing more information about Golden harvest scheme.
Provide more staff to assist the customers.
Tanishq management should provide training to the employees to improve their
skills for purpose of attracting the customers to the store.

71
 CONCLUSION

Tanishq has clearly realized that the Indian woman is changing. And how! She is far
better-educated, is working, lives in a nuclear family in a structure that is far more liberal
and leads a high wattage life. She has legitimate space for herself.

Perhaps the most significant shift in Tanishq's marketing strategy has been in its product
line. From what was essentially `western wear it moved to `party wears' and then to
`jewellery watches' and now has progressed to more serious, traditional stuff. Because of
the realization that when it comes to jewellery, the Indian woman, despite all her modernity
is pretty traditional. She prefers gold and will buy it, like her mother did before her. But
unlike her mother who might have bought it as an investment, she buys it as an adornment.
She knows the value of festivals such as Dhan Teras and the importance of weddings in the
Indian milieu. She will know that she is going to be watched and evaluated. She cannot
afford to be seen as flippant. This is the subtle change in Tanishq's product offering. It's a
lot more traditional - like the line created for the movie Paheli. Tanishq also realized that
India buys heavily during the wedding season. And its collections and range are gearing up
for this great, big opportunity in the Indian market.

72
Tanishq knows its limitations. It is easier to have an overview of broad consumer trends
and capitalize on opportunities that present themselves rather than worry about a small
group of customers, as valuable as they may be, as they are reasonably loyal too. And yet
the pot of gold could be in the young `double income and no kids' Indian family which
doesn't think twice about buying expensive designer jewellery for Rs 20,000. Advertising
and imagery helps, though a contemporary product line doesn't hurt either.

And one suspects that while Tanishq may currently be scoring in the smaller towns where
its competition is not so well entrenched, it must win share and customers from the big
traditional jewelers in Mumbai, Delhi and Chennai. Yes, people will continue to buy
jewellery and with increased affluence - lots of it. Tanishq, a decade after its founding, is
poised to do even better. And the pampered Indian consumer is just waiting, wallet open, to
be served.

QUESTIONNAIRE

Respected sir/madam,

Please spare some time to this survey. The survey will help us to gather more information
to make our project.

Name: ___________________ Gender: ______________________

Age: _____________________ Occupation: ___________________

1.What made you to be aware of Tanishq?

a) Print Media b) Electronic Media c) Friends d) Others

2.How would you rate the available products in Tanishq?

a) Excellent b) Good c) Average d) Poor

3.Why did you prefer the Tanishq?

a) Quality b) Customer Service c) Price d) Available of products

73
4.State the level of help line facilities provided by customer service desk in
Tanishq?

a) Excellent b) Good c) Average d) Poor

5.How is the response towards the complaints?

a) Excellent b) Good c) Average d) Poor

6.State the level of performance and experience of the service provided by Tanishq?

a) Excellent b) Good c) Average d) Poor

7.What is your opinion about GHS?

a) Excellent b) Good c) Average d) Poor

8.Do you have GHS, is it useful to you?

a) Yes, it is beneficial b) Yes, it is not good c) No

9.Are you satisfied with the fallowing services provided by Tanishq?

Services Yes No

Free gift vouchers

Parking area

Exchange Policy

10.What is your overall experience in Tanishq?

a) Highly satisfied b) Satisfied c) Dissatisfied

74
 BIBILOGRAPHY

BOOKS

Philip Kotler, 2011, Marketing management, Prentice Hall, Pearson.

Swpana Pradhan, 2011, Retail Management, New Delhi, Tata McGraw Hill.

Kothari, C.R, Research Methodology, Vishwa Publication.

WEBSITES

www.titan.co.in

www.tanishq.co.in/

75
 www.scribd.com

www.learnmarketing.net/consumer.html

www.managementstudyguide.com

www.slideshare.net

www.retailindia.com

www.google.com

76