INTRODUCTION

1.1 INTRODUCTION OF THE STUDY

Promotion is the business of communicating with customers. It will provide information that will
assist them in making a decision to purchase a product or service. Promotion is the business of
communicating with customers. It will provide information that will assist them in making a
decision to purchase a product or service. The following are two types of Promotion:

 Above the line promotion: Promotion in the median which the advertiser pays an
advertising agency to place the ad
 Below the line promotion: All other promotion. Much of this is intended to be subtle
enough for the consumer to be unaware that promotion is taking place. E.g. sponsorship,
product placement, , sales promotion, merchandising, direct mail, personal selling, public
relations, trade shows.

Sales promotion tends to be thought of as being all promotions apart from advertising,
personal selling, and public relations. For example:: the BOGOF promotion, or Buy One Get One
Free. Others include couponing, money-off promotions, competitions, free accessories (such as
free blades with a new razor), introductory offers (such as buy digital TV and get free installation),
and so on. Each sales promotion should be carefully coasted and compared with the next best
alternative.

Personal Selling is an effective way to manage personal customer relationships. The sales person
acts on behalf of the organization. They tend to be well trained in the approaches and techniques
of personal selling. However sales people are very expensive and should only be used where there
is a genuine return on investment. For example: salesmen are often used to sell cars or home
improvements where the margin is high.

Public Relations are defined as 'the deliberate, planned and sustained effort to establish and
maintain mutual understanding between an organization and its publics' (Institute of Public
Relations). It is relatively cheap, but certainly not cheap. Successful strategies tend to be long-term
and plan for all eventualities. All airlines exploit PR; just watch what happens when there is a
disaster. The pre-planned PR machine clicks in very quickly with a very effective rehearsed plan.

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 Direct mail is very highly focused upon targeting consumers based upon a database. As
with all marketing, the potential consumer is 'defined' based upon a series of attributes and
similarities. Creative agencies work with marketers to design a highly focused communication in
the form of a mailing. The mail is sent out to the potential consumers and responses are carefully
monitored. For example: if you are marketing medical text books, you would use a database of
doctors' surgeries as the basis of your mail shot.

Such approaches are very good for making new contacts and renewing old ones.
Companies will seldom sell much at such events. The purpose is to increase awareness and to
encourage trial. They offer the opportunity for companies to meet with both the trade and the
consumer. Expo has recently finish in Germany with the next one planned for Japan in 2005,
despite a recent decline in interest in such events.

Advertising is a 'paid for' communication. It is used to develop attitudes, create awareness,

and transmit information in order to gain a response from the target market. There are many
advertising media' such as newspapers, magazines and journals, television, cinema, outdoor
advertising.

A promotional mix is the result of a conscious effort to select promotional methods that reinforce
a marketing strategy. Advertising will not attract enough customers. Sales promotion alone will
not be effective. Publicity may be important but it will not sufficiently inform the public. Personal
selling links buyers and sellers but the sales persons need support systems or other promotional
means to grab customers.

The goal of promotion program is to generate sales. In order to achieve this goal, organization
adopts various methods like informing, persuading and reminding its target customers about their
existence and their products and\ or services.

Promotional mix element

1. Advertising
2. Public relations or publicity
3. Sales promotion
4. Direct marketing

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 5. Personal selling

Advertising

Advertising is a form of communication intended to persuade an audience (viewers, readers or

listeners) to purchase or take some action upon products, ideals, or services. It includes the name
of a product or service and how that product or service could benefit the consumer, to persuade a
target market to purchase or to consume that particular brand. These brands are usually paid for or
identified through sponsors and viewed via various media. Advertising can also serve to
communicate an idea to a large number of people in an attempt to convince them to take a certain
action.

Personnel Selling

Personnel selling bring humanness to selling. Sales representatives do what advertisement: inform,
persuade or remind. But they do it in person and can thus give your company a distinct personality.

There are two types of salespeople, older getters and order takers. Older getters engage in creative
selling by finding and winning over customers. Older takers are more passive: they wait for
customers to find them. The biggest factor in determining whether personnel selling should
become part of your mix is whether staffing a proactive sales force applies to your business model.
Personnel selling is most often used by companies that sell expensive, technical or highly.

Public relations

Public relations are a field concerned with maintaining public image for business, non-profit
organization or high- profit people, such as celebrities and politicians.

Others defined it as the practice of managing communication between an organization and its
publics. Public relations provide an organization or individual exposure to their audiences’ using
topics of public interest and news item that’s provide a third-party endorsement and do not direct
payment. Once common activities include speaking at conferences working with the media, crisis
communications and social media engagement, and employee communication the European view
of public relation notes that besides a relational o\form of interactivity there is also a reflective
paradigm that is concerned with public sphere; not only with relational, which can in principle in

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private but also with public consequences of organizational behavior a much broader view of neo-
ubiquitous interactive communication using the internet

Direct Marketing

Direct marketing enables you to communicate with your customers in a more personalized way
than advertising, such as greeting them with a letter or telephoning them directly. Telemarketing,
direct mail, catalogues and coupon mailers are all examples of direct-marketing techniques.

Successful direct marketing depends on whether you can accrue and maintain a data base of your
target market.

Sales promotions

Sales promotions are marketing activities that provide extra value or incentives to your sales force,
distributers or consumers. Consumer-oriented sales promotion targets individual customers. It
engages and motivates potential buyers. Examples include free samples, coupons, contests,
rebates, premiums, retailers, visual merchandising is especially important. Attractive window and
interior displays and eye-catching exterior signs can lure shoppers and reinforce the unique theme
or character of your store.

1.2 PROFILE OF THE INDUSTRY

THE GOLD INDUSTRIES

The jeweler making gold industry has today come to occupy an important place in the national
economy; as one of the few exports oriented and labor-intensive industries with vast potential
growth.

India is one of the largest consumers of gold in the world. Until just a few years ago the gold
business in India was severely restricted under a system the government called Gold Control,
implemented in 1963. This restriction was removed by 1991. Gold Control means total ban on
imports of gold to the country and also restriction of private ownership of gold.

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 Even before the change that took place in 1991, annual gold consumption in India was between
200 to 250 tons a year. This figure clearly showed that there was great potential for increasing gold
consumption in India if only legislative environment could be improved.

India began to export is gold market just a few years ago and the council has played a number
of important roles in the process. The council as a part of liberalization gave many opportunities
for the authorities to learn from the experience of other countries that have already progressed
well.

GOLD PRICES ON UPWARD GROWTH

India is world biggest market for gold. Gold is valued in India as saving and investment proposal.
The consumption is much higher in India than in any other countries.

In 1922 a gram (22 carat) of gold was sold for Rs.2. this price rose to Rs.2.64 inn 1931,
resulting in just 32% increase in 9 years. But in next 16 years, gold touched Rs.13 showing an
increase of 49 % the price went down to Rs.11 in 1952 and then steadily rose to Rs. 16 in 1972.
Suddenly in one year, the price doubled and it was Rs.34 in 1973. In 1986 the price was Rs.206
and in 1990, it rose to Rs.345. in 2005 it was hovering around Rs.600. Later it just doubled around
Rs.1250. As of now, in 2009 8 grams of gold have crossed Rs. 10000 and is still growing steadily
expensive day by day.

Very wide fluctuations have been noticed in the gold market. It’s mainly the demand and supply
that determines the price of gold at the international level. Although all goods undergo price rise,
the proportional rise between gold and other goods varies significantly. Unlike other goods the
supply of gold cannot be increased as and when demand goes up because in all gold excavating
countries, production has been consistently stable over the year. Within last 85 years price of gold
have risen to its ss5000 times. No other metal had such a price growth.

HALLMARKING OF GOLD

There is insatiable demand for gold ornaments within the country. While the volumes of exports
have also been growing at an average of 10% rate yearly. And it is amazing that the consumers
have exhibited such deep faith in the honesty of the traders.

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 There was no sure way of judging our gold jewelry purity. But recently developed hall marking
and fire assay testing has changed all that. It helps in accurate determination of the proportionate
content of various precious metals in gold ware.

Currently bureau on Indian standard (BIS) have recognized only 24 gold hallmarking centers. BIS
had a plan to execute gold hall marking centers in all districts by the end of 2008

Gold jewelry is an investment which almost family in our country makes to get command in the
hours of distress. Much family incurs huge losses because of some dishonest jewelers. Therefore,
there we need to expedite this scheme in national interest.

INDIA AND GOLD

Jewelry has been an integral part of the Indian culture and civilization since ancient history.
They were in demand and fashion since ancient civilizations as Harappa and Mohenjo-Daro. Gold
jewelry can be adorned to highlight almost any part of body.

In 1992 India allowed Indians returning from aboard to bring in five kilograms of gold. This
was further liberalized to ten kilograms of gold.

In October 2007, import license were scrapped and for the first time, a group of state rum agencies
and banks were allowed to make unlimited gold imports.

India is the world’s largest consumer of gold. Thus, when someone thinks of gold they think of
India. The official estimate of gold imports into India not only includes gold Jewelry import after
foreign travel. A major portion is through smuggling. It shows the Indians insatiable hunger for
gold.

India considers gold as so precious because from the ancient times gold and its jewelry has
enjoyed safe and heavenly status. Gold is the only way to protect depreciation of Indian rupee
against us dollar.

Another reason for considering the gold so heartfelt is that the predominant Hindu population
finds mention of gold as a commodity of immense values in their religious books.

AN OVER VIEW OF INDIAN GOLD INDUSTRY

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The ‘India Shining’ factor, is, possibly, best reflected in the surge in India’s gold and jewelry
exports, which have been making considerable contributions to the country’s foreign exchange
earnings. And driving this growth in gold and jewelry (GJ) exports is the special economic zone
in Mumbai that accounts for about 50 % of the country’s gem and gold industry.

With negligible domestic production of gold and diamonds, the Indian jewelry industry has to
depend entirely on imported raw materials. The bulk of the domestic gem and jewelry industry is
concentrated in the unorganized sector that employees an estimate of 2 million workers serving
over 0.1 million gold jewelers and 8,000 diamond jewelers.

The hub of India’s jewelry industry is Mumbai that receives majority of the country’s gold and
rough diamond imports. However, most of the diamond processing is undertaken in the
neighboring state of Gujarat, primarily in Surat, Bhavnagar, Ahmadabad and Bhuj. But Mumbai
does have a considerable number of modern semi- automatic factories and laser- cutting units,
majority of which are located in the special economic zone.

INDIAS GEMS and JEWELRY EXPORTS

India has a respectful place of gems and jewelry exports. The gems and jewelry exports promotion
council (GJEPC) sees huge opportunities for business.

The labor for converting diamond into jewelry is expensive in western world, but India has
comparatively cheap techniques with special skills. Cutting fine quality diamonds reduces profit
margin. Hence the western countries want to take the advantage of Indian skills. India has over
two million people in the jewelry sector, of which nearly one million exclusively engaged in export
production.

Exports from the industry yield 17.1 billion in 2007-08 against US$ 16.64 billion in 2006-07,
reflecting a growth of 26 %. While the diamonds accounted for 64 % of the total exports, gold
jewelry accounted for 30.47 %, colored gem stones and others accounted for 1.44 % and 1.04 %
respectively last year. The export of cut and polished diamond segment US$ 10.90 billion. While
the export of gold jewelry yielded US$ 5.21 billion last year. Colored gemstone exports fetched
US$ 246.48 million last fiscal, against US$ 232.35 million in the previous year.

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 Future growth in the gem and jewelry business is likely to be driven by increased exports to the
US and other markets, apart from a surge in domestic consumption.

KERALA AND GOLD

While south India is the jewelry hub, Kerala is especially noteworthy for its fondness for gold and
gold jewelry. The state has the distinction of consuming 20 % of India’s gold and gold jewelry.
Over 500 kg of gold jewelry is manufacturing every day in the state, and a third of this is sold to
jewelers outside Kerala. There are more than 5000 retailers in Kerala. Trissur is one of the largest
jewelry manufacturing hubs in south India and has around 3000 large and medium size jewelry
manufacturers; besides, around 40,000 artisans are employed in Kerala. That apart, the trade
provides direct and indirect employment to 2 lakh people.

The Keralites prefer gold jewelry to the white jewelry as the glimmer of ‘yellow’ gold blends
well the Indian skin tones. Gold jewelry is considered a ‘safe investment’ by most Keralites. The
traditional Kerala Jewelry are now getting a north Indian touch as the intricate Kundan work of
Rajasthan or the filigree work characteristic of Kolkata are making their way into new versions of
traditional ornaments such as Maangamala (with mango motifs) and Kaasumala (with coin motifs)

Preference differs from region. In Kochi, the customers seem to prefer chic western designs in
‘yellow’ (gold and copper), ‘white’ (gold and nickel) and ‘pink’ (gold with Rhodium polish) gold,
in Thiruvananthapuram, however, conventional jewelry with a contemporary twist rules supreme.

The designers too are working on variations of traditional Kerala Jewelry. The younger generation
is quite happy with the updated versions of traditional motifs. Platinum is yet to caught on in
Kerala.

Despite the entry of national and international brands in the jewelry sector, the middle-class
customers vouch for local brands. Most of the people prefer ornaments that are much cheaper and
light in weight while giving an appearance of plenty. The Palakka mala, usually crafted in about
eight to 10 sovereigns of gold, is now available in less than two sovereigns.

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1.3 PROFILE OF THE COMPANY

MALABAR GROUP

Malabar Group of companies is an established business group centralized at Calicut. Malabar

Group of Companies is a reputed group who has a wide range of customers and a wide range of
share holders. Malabar Group of Companies opened its first showroom of Malabar Gold at Calicut
th
on 17 of September, 1992. Now it has spread widely among all the important cities in Kerala,
Tamil Nadu, Andhra Pradesh and Karnataka. Lately it has gone international by the opening of
Malabar Gold showrooms in U.A.E. Malabar group of companies have proved their ability in many
other divisions other than Malabar gold. It is the first and foremost business concern among the
Malabar group of companies. It is also one of the most established firms among the business group.

The following are the business firms under Malabar group.

Jewelry showrooms

Malabar group is having manufacturing divisions for gold ornaments at Calicut, namely, Malabar
gold ornaments makers and fortune ornament makers. It’s having diamond manufacturing
divisions at Bangalore namely Malabar diamond gallery. It is also having Malabar designs and
interiors India at Koratty..

Property and infrastructure development division

Malabar group is having property infrastructures at various cities in Kerala. They are;
Malabar Hi-lite builders India, Malabar realtors’ private limited, and Queen City realtors private
limited at Calicut. Then Malabar castle and Malabar commercial plaza at Trivandrum, Malabar
business centre at Palakkad, Malabar towers private limited at Kodugallur and Malabar shoppers
centre at Kollam are the other divisions.

Hospitality division

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The hospitality division of Malabar group at Calicut which is a reputed firm as an ideal gate way
to all segments of discerning travelers. It is namely Malabar gate hotel at the centre of Calicut city.

Trading division

Malabar equipments and general traders at Calicut is the trading division of Malabar
group, where it shows its shining presence.

Other subsidiaries

Malabar group also presence other subsidiaries at Calicut. They present Malabar watches for
exclusive collection of watches, Gazzaz global Ad Vision private limited for creative and
innovative ads, and Malabar man style for exclusive men’s garment collections.

Charitable trust

Malabar group also have a charitable division which provide medical facilities, house
constructions, treatment system etc. for poor and downtrodden families of the society. They work
under two divisions namely Malabar charitable trust and Malabar housing charitable trust both
working and around Calicut city. A fixed percentage of each year sales are allotted for Malabar
charitable division.

MALABAR GOLD

“Beauty meets quality”

Gold – a language more powerful than words, speaks eloquently of love, joy and
friendship. Each piece of gold is a heirloom. The leadership is creating fine jewelry that will be
treasured for generations makes Malabar gold an ever memorable name in the hearts of jewelry
lovers! The intrinsic beauty, warmth and sensuality of gold have inspired master craftsmen to
create objects of beauty that attune to customers emotions. Malabar gold presents the latest
innovative design with limitless vitality, richly detailed and crafted gold and diamond jewelry for
the customers to choose. Malabar gold provides a fine array of gold, platinum and diamond jewelry
crated to sculptural quality by traditional craftsmen from Kolkata, Rajkot, Delhi, Mumbai,
Coimbatore and Kerala.

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Malabar gold, the flagship of the Rs.500 core Malabar Group of companies, is all set to rise up to
the challenges of international gold trade. 100 % purity in gold ensured as certified by the BIS
with the internationally approved hallmarking technologies and fire assay test. Malabar gold also
offers 100 % buy back guarantee to customers with facility for self assessment of purity of
ornaments, with the help of German made gold check carat analyzer with self operating system
provided in Malabar gold showroom. As a PGI authorized retail store Malabar gold offers the
customers, bur back on every piece of platinum jewelry.

MALABAR GOLD CUSTOMERS RIGHTS

Malabar gold is always ready to serve the customers in anyways they could. They have
Pros and customers relations officers to serve the customers and to meet their needs. Malabar gold
presents many unique to serve their best to customers. They provide one year insurance for all the
ornaments and gets 100 % buy back charges. The customers can enjoy highly qualified
professional to serve the customers. Malabar gold consider highly qualified professional to serve
the customers. Malabar gold consider each sale as a life long relation between the company and
the customer, they try the maximum to consider all the rights of the Malabar gold customers. The
customers can at any time convey their suggestions and opinion to improve the service through
the following email address; chairman @malabargroup.com or in the mail address; the chairman,
Malabar Group of companies, corporate office, Malabar gate, Ram Mohan road, Calicut.

UNIQUE FEATURES OF MALABAR GOLD

 Exclusive showrooms for 100 % BIS hallmarked 916 gold collections

 A vast array of modern designer collections from India, Italy, Singapore, Europe, Middle
East etc.
 Pure value for money guaranteed while buying and selling
 Life long guarantee and free maintenance for gold ornaments
 Insurance protections for gold ornaments
 German made gold check carat analyzer to check the purity of gold while buying and
selling gold.
 MG, Nakshatra collections in diamond.
 IGI certificate of authenticity and buy back guarantee for diamond ornaments.

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  Special counters for world Omega, Rado, Tissot, Espirit, continental, De for Swiss, Citizen.
 Two years international warranty and after sale service for Swiss made watches
 Well experienced counter staff for service.
 Extensive parking area at the disposal beside each showroom

THE TRUST IN MALABAR GOLD

The trust bestowed by millions of customers and a very professional outlook in business
has made Malabar gold a cut above the rest. Mohanlal, the versatile hero of millions, vouches for
the purity of Malabar Gold, Hema Malini, the dream girl of Indian cinema, is also an icon of
Malabar Gold purity.

SHOWROOMS:

Once inside, you will find an extensive display of Malabar gold collections as well as the
long area especially for privileged customers. The showrooms are designed on neo classical lines
and the interiors façade are elegance personified. Parking is provided near the showrooms. The
management and the staff of Malabar gold ensure that customers every requirement in met and
nothing is left to chance. State –of-the-art computer systems and software have been implemented
for billingandinventorycontrolsystem. Every conceivable kind of jewelry –diamonds,

Platinum, gold , gemstone amazing variety of designs, styles, prices and sizes are displayed in
beautiful settings, Malabar gold also brings together a selection of brand watches at its watch
counters.

Malabar Gold International Operations

Malabar Gold has always been ahead of the game when it comes to rising up to the challenges of
international gold trade. Our international operations were started with the opening of the first
wholesale outlet, Malabar Jewelry LLC ,at Dubai Gold Souk, the world's gold destination,in
2007 August under the leadership of Mr.Shamlal Ahmed.M.P, (MD- Malabar Gold International
Operations and Executive Director-Malabar Group of Companies). After 4 months, the group's

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international presence was further strengthened by the inception of the offshore investment
company, Malabar Investments Ltd.

Malabar Gold Collections

It is where tradition meets modernity and elegance meets grandeur. It is where beauty
meets quality.

The exclusive collections of Malabar Gold include:

 World class designer jewelry from Italy, Turkey, Korea, Bahrain and Singapore
 Traditional jewelry from Karnataka ,Kerala
 Karachi Bangles
 Signity Studded jewelry
 Ethnic Coorg jewelry
 Daily wear Bangles and Chains
 Formal /Work wear jewelry

Mission

Malabar group of companies are committed to honesty and fairness to achieve a leadership
position in all other business groups through utilizations of the best and most and appropriate
technologies, applying the finest manufacturing disciplines and most efficiently marketing high
quality products and to consistently give its customers the best value for their money.

Vision

 Open 500 branches across the world

 Be the global leader in Gold and Diamond jewelers retailing
 Redefine Gold and Diamond industry according to the changing trends
 Generate a lot of employment opportunities for the youth of India and uplift their living
standard

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  Provide the common man a golden opportunity to associate with an internationally
renowned brand.

Awards and Recognitions

ISO 9001:2000

The first jeweler to be honored with ISO 9001:2000 for Quality and services. ISO 9000
and ISO 9001 is a set of standards for quality management systems that is accepted around the
world. When you purchase a product or service from an organization that is registered to the
appropriate ISO 9000 or ISO 9001 standard, you have important assurances that the quality of
what you receive will be as per the standards prescribed.

Bureau of Indian Standards Certified 916 jewelers

In order to protect consumers from victimization of irregular gold quality, Hallmarking of

gold jewelers was launched under BIS Act, 1986. The product certification scheme aims at
providing quality, safety and dependability to the ultimate customer.

Customer can avail free quality checking in 4 ways

 Govt. Lab testing

 Fire Testing
 We provide valid purity certificate along with jewelers for quality assurance

REVIEW OF LITERATURE

Numerous recent studies emanating from academic circles show that there is a strong influence
of brand factors on consumer perceptions during gold jewelry purchase. A vast amount of
literature is derived to understand the link between Gold jewelry, Luxury products, and purchase
decision behavior. These studies had focused on various aspects of perceptions influencing
buying behavior.

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Kemp, Simon ( 1998)

This study determines the rate of various products on the luxury scale. Types of goods which
were perceived to be luxurious and how consumers interpret information collected by them about
brands, models, features , benefits and then make intelligent and careful decisions while buying a
new luxury good. The study also explores how new-luxury purchases are driven by women as an
impact of their raise in income, change in lifestyle, new requirements of working women. The
findings of the study revealed that Independent women spend more on luxury products.

Stephen Harmston (1998 )

A very long period is considered for study of the return on gold in isolation compared with other
assets in different countries like United States during 1796 – 1997, Britain during 1596 – 1997,
France during 1820 – 1997 , Germany during 1873 – 1997 and Japan during 1880 – 1997. The
level of volatility for a US investor trading in gold is similar to that which would be experienced
by a British or French investor buying gold with their own currency. The findings state that the
real returns from holding gold were not positively correlated with those on other assets, gold
would have had a useful place in a diversified portfolio. Buying and selling out of an equity
portfolio that contained gold would have afforded, on average, a higher return with decreased
risk. Please purchase PDF Split-Merge on www.verypdf.com to remove this watermark.

47 Craddock PT, Ramage A (2000)

This study examines how gold is extracted from mines auriferous quartz or direct panning in
alluvial deposits provided powder, pellets and nuggets and how goldwork is carried on melted
and refined raw material to produce goldwork. Refining techniques changed over time.
Separation of precious metals from other elements present in native gold was achieved by
cupellation and parting. Documents dating mostly from the Middle Ages reveal very mystified
processes of refining and processing that several authors have been trying to decipher and
experiment.

Ahmad Jamal; Mark M H Goode (2001)

This research indicates that the self-image product image congruity (commonly known as self-
image congruence) can affect consumers' product preferences and their purchase intentions. Self-

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image congruence can also facilitate positive behavior and attitudes toward products. It further
explores that brand preference and satisfaction in the precious jewelry market in the UK. A
sample of 500 consumers of precious jewelry in five major cities of the UK were studied through
questionnaire. Results indicate that self-image congruity was a very strong predictor of
consumers brand preferences and a good predictor of consumer satisfaction. Respondents with
higher levels of self-image congruity were more likely to prefer the brand and enjoy higher
levels of satisfaction with the brand as compared to those with lower levels of selfimage
congruity. The results of the study show the implications for brand managers so that they can
position their brands in an effective way.

Ekant Veer and Karen Fernandez (2001)

This paper examines what jewelry means to Indian consumers living in New Zealand and Pakeha
New Zealanders, who acquire jewelry as gifts and are unlikely to sell them because of the
personal, private meanings attached to the gift. It narrates how value dimensions of jewelry differ
across cultures and ethnic groups. It also reviews how Indians are a particularly interesting
comparison group when studying the relationship of self and possessions because the Western
concept of possessive individualism is notably absent in India. Depth interviews were conducted
with a Please purchase PDF Split-Merge on www.verypdf.com to remove this watermark. 48
small sample of 10 respondents with their partners and data collected was analysed on various
aspects like disposal, value, quality, content . It highlights that gold jewelry is preferred in its
pure form preferably 18 karats.

Ganesan Kannabiran, Saumen Bhaumik (2005)

This paper aims to examine how creative industries can adopt supply chain management (SCM)
approaches to achieve business excellence. It is based on case research of supply chain (SC)
integration in a jewelry-manufacturing organisation. Organisations in the creative industries such
as jewelry can achieve superior performance through systematic supply chain planning and
implementation. Integrating SC planning with business planning, persistent commitment of the

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top management and making use of cross-functional teams for implementation are some of the
key determinants of SCM. The paper presents a basis for understanding the scope for adopting
SCM approaches in creative industries. The research has the generic limitation of
generalisability. However, it provides an insight into understanding the issues of SCM adoption
in a developing country context.

Hari Chauhan (2005)

The Author attempts to explore the love for jewelry by the Indian woman. The research
highlights how jewelry serves as adornment as well as financial security. The Indian woman has
always been very creative in her expression of jewelry and design. In keeping with India's rich
heritage of diversity, jewelry also takes on regional nuances. It is the ultimate and most-personal
expression of region specific culture and art of lifestyles and heritage. It draws inspiration from
architecture, dance and even religious customs. The paper describes the traditional jewelry worn
by the women of Pabbar valley of Himachal Pradesh, one of the northern states of India.

Rian Raghavjee (2005)

Different people from different regions of word have different reasons for purchasing different
types of product. This paper explores how India, Asian markets, Italy, Turkey behave towards
gold jewelry consumption. Rian explains how Turkish people like to invest in gold jewelry rather
than gold. Further Turkish market is also the tourist market . Italy has remained at the forefront
of the gold jewelry industry. Please purchase PDF Split-Merge on www.verypdf.com to remove
this watermark. 49 The Italian Renaissance coincided with the discoveries of the New World
sources of gold, and wealthy Italian patrons encouraged goldsmiths as they did painters and
sculptors. Italian designs are the most sought in US market. The author observes how in India
festival campaigns created 30 tonnes of fine gold demand in a single day in the month of April.
Markets are segmented based on priority to link the consumer proposition with a product or
brand image.

Richard Michaud, Robert Michaud, Katharine Pulvermacher (2006)

The objective of this paper was to examine the importance of gold in contemporary institutional
strategic asset allocation. The appropriate allocation to gold is dependent on the risk level of the

17
portfolio. Empirical findings show that a small allocation to gold, in the order of 1 to 2%, is a
significant and useful component of low risk portfolios. Gold is a long-term or strategic
investment for U.S. institutional investors. The role of gold in asset management is currently
very topical . The research also uses the Ledoit estimator in all but the first case to improve the
reliability of the correlation estimates and optimisation results. The evidence indicates that gold
is a statistically significant strategic asset at the 10% level of significance for most strategic asset
allocations for the last thirty-two years of inflation adjusted historical risk-return data.

Amit Sahdev, Priyanka Gautama (2007)

A test was conducted focusing on various gender, nationality and materialism to understand
brand value by consumer. The study explored whether materialistic tendencies difference
between: males and females, between Indians and Non-Indians, brand perceptions of high priced
fashion clothing between males and females, Indians and Non-Indians. It also explores an
association between consumers’ materialism and his/her perception of brand image and personal
satisfaction. The methodology was based on the development and administration of a self-
administered questionnaire using a convenience sample of 211students under the age of 26 at
various B-Schools in Mumbai. Materialism was measured using the Richins and Dawson (1992)
18-item measure focusing on happiness, centrality and success. From this study, it has been
Please purchase PDF Split-Merge on www.verypdf.com to remove this watermark. 50 observed
that there is a difference in the materialistic tendencies of males and females where as there is no
difference between Indians and Non-Indians in this aspect.

Jayne Wallace (2007)

This research explores the possible integration of digital technologies and contemporary jewelry
towards the development of digital jewelry; jewelry objects embedded with electronic
components. The relationship between an individual and a piece of jewelry can therefore be
personally meaningful. Wearable digital objects are providing comfort in communication and
information. These digital objects when finely crafted and designed in form of jewelry attracts a

18
segment of customers who are continuously using digital objects. These objects are supported by
computing technology for their intended purpose. Companies like IBM, Philips, IDEO, Nokia,
Nike are designing such devices. The motivations behind contemporary jewelry objects and
gadgets are poles apart. The findings demonstrated that the jewelry objects to be intensely
personal.

Kevin J. Clancy , Samuel Rabino ( 2007)

The research study was designed to explore the reliability and validity of attribute/benefit
desirability and brand perception measures among a cross-sectional sample of 700 adults. It
discovered how the choice of stimulus had little effect on desirability and brand perception
ratings, even for intangible, emotional product characteristics. The data from this study were
analyzed in two ways: on the individual respondent level using repeated measures analysis of
variance and on the aggregate level using test-retest (pairwise) correlations that the use of visual
stimuli in marking research studies, in conjunction with verbal statements, does not enhance the
desirability or brand perceptions for tangible and intangible attributes and benefits.

Lisa De Propris, Luciana Lazzeretti (2007)

An historical analysis which intends to demonstrate Birmingham Jewelry Quarter , a

Marshallian industrial district at the turn of the twentieth century over the period 1880–1920.
This historical analysis is based on (a) historical records and information Please purchase PDF
Split-Merge on www.verypdf.com to remove this watermark. 51 from 1750 to 1920 a unique
database constructed by the authors containing historical data (1880–1920). Most of the jewelry
trade was dependant on hand labour and craft which later underwent through production
technology driven by mechanization with the introduction of gas-powered machinery. This lead
to a process of diversification in production activities. Many Jewelry school were also opened
like : School of Art, Jewelry School, Victoria School of Jewelry and Silversmiths. In 1908–1909
the University of Birmingham began to organize a course on jewelry management. All this
resulted in employment creation. World War I and II had its impact on jewelry industry then.
World war II hit jewelry industry so badly that it was very difficult for recovery. Marshallian
industrial district later had manufacturing activities increasingly becoming intertwined with
design, innovation, marketing and retailing activities.

19
Maria De Silva(2007)

This research investigates the development of an industrial cluster from its early beginnings as
1920 at the start of the twentieth century, to the end of 2003 period, illustrating the major turning
points in the industry cluster and the responses of the sector to those occurrences of jewelry
industry in South Africa. Data was collected from historical documentary evidence, Gold Fields
Mineral Services (GFMS) annual gold surveys and few people who lived during this period.
Industrial clusters were formed with small and medium firms. Cluster development and support
have undergone restructuring with the help of government recently.

Maria Filomena Guerra (2008)

This paper reveals the role of scientific technology like x-ray based techniques of gold alloys.
X-ray based techniques have always played an important role in the study of cultural heritage
and, in particular, of gold work. Two applications illustrate both the potential of examination
techniques to identify the authenticity of gold jewelry and the importance of combining
examination techniques and elemental analysis to describe the fabrication stages of gold work.
Elemental analysis gives further Please purchase PDF Split-Merge on www.verypdf.com to
remove this watermark. 52 information on certain manufacturing techniques composition of a
soldering or of a gilding foil, Gold work consists of various stages like hammering or casting and
afterwards decorated by chasing, engraving, stamping or by addition of other materials— gems
setting, gilding, niello inlaying, etc. X-ray radiography and SEMEDS are main tools for jewelry
studies.

Padma Srinivasan, R Subramaniam(2008)

This research paper explored the risk factors that influence the gems and jewelry business in
Bangalore and the practices of family-based jewellers and branded retailers. The sample
consisted 190 family based jewelers and 10 retailers were observed for a period of three years
from 2004-07. Various risks like Geographic Concentration Risk, Raw Materials Risk–Gems and
Gold, Debtors’ Risk, Seasonality Risk, Labor Risk, Wastage Risk, Financial Risk are studied

20
with Risk Management Practices. It concludes with SWOR analysis and suggestions for jewelers
with help of collaboration and technology.

Heather A. Wier (2009)

This research examines the information content of historical cost and fair value reporting using a
sample of gold firms. Completion of this study required data to be hand-collected from firm
annual reports from Canadian firms in a single industry belonging to "precious metals" industry .
A sample of 164 firm-year observations for 29 firms with up to eight years of data, from 1996 up
to and including 2003 data comprised a pooled cross-sectional time-series sample of firm-year
observations. It examined trade-offs between mark-to-market accounting and historical cost
accounting. This result conforms well to the intuition that for a commodity such as gold, where
the price is set in well-established markets, firm value should be more related to the selling price
of the commodity than to its cost. Findings revealed the balance sheet amount of finished goods
inventory of gold is more value-relevant for firms using the production method of revenue
recognition, which involves marking inventory to market, than is the gold inventory of firms
using the historical cost-based sales method. Please purchase PDF Split-Merge on
www.verypdf.com to remove this watermark.

53 Henrik Hagtvedt, Vanessa M. Patrick (2009)

This research proposes a feelings-based account of brand extension evaluation and demonstrates
that the promise of pleasure (hedonic potential) associated with luxury brands is a key driver of
brand extendibility. They compare luxury brand with a value brand. Both brand concepts lead to
equally favorable brand evaluations, but the luxury brand concept results in more favorable
brand extension evaluations due to the hedonic potential inherent in this concept. However, the
luxury brand is shown to be sensitive to inconsistent brand cues, leading to diminished hedonic
potential and consequently decreased brand and brand extension evaluations

John R. Bryson and Michael Taylor(2009)

Manufacturing firms located in high-cost production locations have developed a series of

complex inimitability strategies in response to intensive competition from low-cost producers.
This paper draws upon the resource-based view of the firm to explore inimitability, as a strategy

21
firms deploy in response to imitation. The analysis is based upon in-depth interviews with lock,
jewelry and whistle manufacturers located in the West Midlands, UK. Many of these firms have
been transformed into niche manufacturers whose competitiveness is based around a process of
customisation through a co-production relationship with customers, the delivery of service
experiences and a continual process of design-intensive innovation.

Anandkumar G Patil (2010)

This paper reviews how fashion jewelry is changing in modern times. The practice of soft tissue
piercings like nose, ear, eyebrows with ornaments and body tattooing are ages old started in
Egypt, china and medieval around 5000 years back. Oral jewelry, which consists of soft tissue
piercings and/or objects attached to teeth. Oral jewelry makes teeth glamorous, unique, and
fashionable, tantalize the persons teeth. It is painless and has no risk of infection, and adds
sparkle to a smile. It is also solution for tooth fracture and gum recession and gives confidence to
the person. Today it is regaining momentum as fashion and style statement among youth and
celebrities.

RESEARCH METHODOLOGY

Research methodology is a way to solve the research problems. It may understand as a science of
studying, how research is done scientifically. When we talk about research methodology we not
only talk of the methods were in the content of our research study.

Research: -

22
 Research refers to a search of knowledge. Marketing research is defined as systematic
gathering, recording and analyzing of the data about problems relating to the service rendered by
the Jewelry .this study gives emphasis to the customers satisfaction towards Malabar gold.

Sampling methods:-

Conveniences sampling method. The samples are primarily chosen on the basis of
convenience of the researcher.

Sample size:-

The sample size was 150 respondents.

Research Design:-

The type of research carried out was descriptive in nature. It was made in order to get
accurate result from the survey to analyses the customer a questionnaire was prepared.

3.1 STATEMENT OF PROBLEM

The Indian branded jewelry industry is growing at rate of 40 percent and recently many diamond
traders have entered the domestic branded market as part of value addition.

The problem of study is to find out the effectiveness of promotion techniques of Malabar gold.
The main aim of the study is to know effectiveness is promotion techniques among customers .In
this study have lot of limitations mainly time and resources.

The study was conducted at Malabar gold which is reputed jewelry show room in Calicut.

3.2 OBJECTIVES OF THE STUDY

 Primary objective:

 To find out the effectiveness of promotion techniques among customers

 To find out the advertisements influence among customer

23
  Secondary objectives:

 To find out the factor which influencing the buying decision on gold
 To find out the reason for selecting particular brand
 To find out the awareness level of customers towards gold ornaments
 To know the awareness level of quality of gold.
 To ascertain the brand loyalty
 To find out the effective source of information
 To identify motivating factor for their purchase of gold

3.3 SCOPE OF THE STUDY

The study is expected to make an analysis of effectiveness of promotion techniques of Malabar
gold, Calicut. The scope of the study covers a wide range. Because all the functions of every
business depend upon their customers. This study helps to find out the effectiveness of promotion
techniques and to analyze the level of customer awareness . And also it helps to make improvement
in various promotion techniques to attract more customers.

This study aims basically to inquire in to the promotion techniques of Malabar gold Calicut. A
traditional argument for holding gold in your portfolio has been that it has allow correlation or is
negatively correlated to most other financial assets, such as stocks bonds and treasury bills.
Therefore, even if the stock and the bonds market fall in one by one, one can still be sure that their
holdings of the precious metal will lend stability to their portfolio. In the recent month, gold has
made a global comeback as a “safe heaven” investment. A weakening US economy, the
depreciating greenback, tumbling interest rates and fears of a spike in oil prices have sent investors
scurrying to gold. The resurgence in gold prices has revived some of the age – old arguments in
favor of investment in gold.

So the scope of the study is wide and this study has more importance.

3.4 DATA COLLECTION METHOD

Data Collection:-

24
 Source of data; the materials necessary for this study have collected on the basis of primary
and secondary data.

Primary Data:-

Questionnaire has been used as the tool for primary data collection from customers.

Secondary Data:

Secondary data are obtained from magazine and websites.

3.5 TOOLS FOR ANALYSIS

To analysis the data obtained through primary data, the study itself used the major
mathematical and statistical tools.

 Percentage
 Tables
 Bar diagrams
 Chi-Square

3.6 LIMITATION OF THE STUDY

 The sample population was limited to 100 respondents.
 The study is limited to Calicut branch and hence the result cannot be generalized and
applied to any other place.
 The analysis was based on the idea collected with the help of questionnaire and this might
have its own limitation.

25
  Sample is taken by using non probability sampling.
 The duration of study is limited to short period so the extensive and deep study could not
be possible.
 Some of them refuse to fill the questionnaire because they think it might affect their
personal life.
 Despite of these limitations, it has been ensured that quality of the report was not
deteriorated at any circumstance.

ANALYSIS AND INTERPRETATION

ANALYSIS

The term analysis refers to closely related operations that are performed with the purpose of
summarizing the collected data and organizing in such manner yielding answer to the question .It
means studying the tabulated material in order to determine inherent facts and meanings. In the
word of shelitiz and Hahoda, the term analysis refers to such process facilitating the data for the
26
operation designed to draw conclusion or hypothesis explaining the figures what they mean in the
contact of the theory on which the study is based is often termed as “interpretation”.

Analysis involves organizing the data in manner and interpretation that explain facts or figure.
Thus interpretation proceeds to knowledge and the analysis is hardly complete without
interpretation coming into play. The problem of analysis and interpretation vary from one study to
another.

The collected data was analysis by using percentage analysis method, and factor analysis
.Percentage was calculated by taking the number of respondent for a particular parameter against
the total number of respondents.

INTERPRETATION

Interpretation refers to the task of drawing inferences from the collected facts after analytical and
or experimental study. In fact it is search for broader meaning of research findings.

C. Williams Emorry “In one sense, interpretation is concerned with relationship within the
collected data practically overlapping analysis. Interpretation extends beyond the data of the study
to include the result of other research, theory and hypothesis.”

NEED FOR INTERPRETATION

Interpretation is essential for the simple reason that the usefulness and utility of research findings
lie in the proper interpretation. It is being considered a basic component of research process
because of the following reason,

27
  It is through interpretation that the researcher can well understand the abstract principle the
work beneath his finding.
 Interpretation leads to the establishment of explanatory concept that can serve as a guide
for future research studies. It opens new avenues of intellectual adventure and stimulates
the quest for more knowledge.
 Research can better appreciate only through interpretation why his findings are? What they
are? And can make others to understand the real significance of his research findings.
 The interpretation of the finding of exploratory research study often results into hypothesis
for experimental research and as such interpretation is involved in the transaction from
exploratory to experimental research. Since an exploratory study does not have a
hypothesis to start with the finding of such a study have to be interpreted on a post-factum
basis in which case the interpretation is technically described as post factum interpretation.

4.1Age of respondents

4.1Table showing Age of respondents

Age No. of respondent Percentage

Below 20 8 5.3

28
 21-30 32 21.3
31-40 50 33.4
41 and above 60 40
Total 150 100
Source; Primary data

Interpretation

The above table depicts that 5.3% of the respondents were in the group of below 20 years,
21.3%of the respondents are 21-30 , 33.4 % of the respondents are 31-40 an the remaining 40%
are 41 and above.

4.1Chart showing Age of respondents

70

60

50

40

30

20

10

0
Below 20 21-30 31-40 above 41
Percentage

4.2 Educational qualification of respondents

2.2 Table showing Educational qualification

Source; Primary Data

29
Interpretation

Total respondents are grouped under four categories on the basis of their educational

Education qualification No. of respondent Percentage

UP to SSLC 12 8
Plus –two 50 33.3
Graduate 74 49.4
Post graduate and above 14 9.3
Total 150 100
qualification. The above table represents that 8 (8%) fall under the category of SSLC level.
33.3% respondent fall under the category of Plus two.49.4% respondent fall under the category
of graduate and 9.3% respondent fall under the category of post graduate and above.

4.2 Chart showing Educational qualification

80
70
60
50
40
30
20
10
0
Up to SSLC Plus-Two Graduate Post graduate & above

Respondents

4.3 Marital status of respondents

4.3 Table showing Marital status

Marital status No of Percentage

respondents

30
 Single 55 36.7
Married 95 63.3
Total 150 100

Source; Primary Data

Interpretation:The above table depicts that 36.7% of the respondents were in single, 63.3% of
the respondents are married.

4.3Charts showing Marital status

100 Martial Status

90
80
70
60
50
40
30
20
10
0
Single Married

4.4 Awareness level of Malabar Gold

4.4 Table showing awareness

31
 NUMBER OF
OPINION PERCENTAGE
RESPONDENT

Yes 136 90.7

No 14 9.3

Total 150 100

Source; Primary Data

Interpretation

The above table shows that out of 100%. 90.7% of the respondents are aware and.

9.3% are not aware about Malabar Gold

4.4 Charts showing awareness

160
140
120
100
80
60
40
20
0
YES NO

4.5 Malabar Gold Opinion

4.5 Table showing Opinion about Malabar Gold

32
 NUMBER OF
OPINION RESPONDENT PERCENTAGE
Very good 100 66.7
Good 23 15.3
Average 13 8.6
Poor 3 2
Very poor 1 0.4
Total 150 100
Source: primary data

Interpretation
The table depict that 66.7 %of the respondent have very good opinion about malabar gold
product, and the respondent have a good opinion are 15.3%and 8.6% have average and poor
opinion are 2% and very poor is 0.4%.

4.5Charts showing Opinion about Malabar Gold

120

100

80

60
Respondents

40

20

0
Very good Good Average Poor Very poor

4.6Advertisement popularity of Malabar gold

4.6 Table showing OpinionAdvertisement popularity of Malabar gold

33
 OPINION NUMBER OF PERCENTAGE
RESPONDENT
Strongly agree 93 62
Agree 32 21.3
Disagree 20 13.3
Strongly disagree 5 3.3
Total 150 100
Source: primary data

Interpretation

The diagram shows that 62 % of respondent agree that the advertisement of malabar gold
product are very popular and 21.3% agree and 6.7% disagree and 10% strongly disagree in the
popularity of Malabar gold advertisement.

4.6 Charts showing Advertisement popularity of Malabar gold

Popularity of advertisement

62

21.3
13.3
3.3
strongly agree agree disagree strongly disagree

34
4.7Advertisement convincing of Malabar gold

4.7 Table showing Advertisement convincing

Source: primary data

Advertisement convincing NUMBER OF PERCENTAGE
RESPONDENT
Strongly agree 101 68
Agree 21 14
Disagree 15 10
Strongly disagree 12 8
Total 150 100
Interpretation

The figure shows that 68% out of 100% strongly agree, 14% agreewith the convincing of
advertisement of Malabar gold, 10% disagree and 8% strongly disagree with the convincing of
advertisement of Malabar gold

4.7 Chart showing Convincing of advertisement

Respondents
120
100
80
60
Respondents
40
20
0
Strongly agree Agree Disagree Strongly
disagree

35
4.8 Sources of information

4.8 Table showing Sources of information

Source: Primary Data

SOURCES OF INFORMATION NUMBER OF PERCENTAGE

RESPONDENT
Friends 20 13.3
Relatives 24 16
Advertisement 72 48
Executives 22 14.7
Exhibition 12 8
Total 150 100
4.8 Chart showing Sources of information

Respondents
80
70
60
50
40
30
20 Respondents
10
0

Interpretation
The study depict that 48% of respondent get information from advertisement and from relatives
is 16% and 14.7% from executives.and from friends and exhibition are13.3% and 8%.

4.9 Competitive brands of Malabar Gold

36
4.9 Table showing Competitive brandsof Malabar Gold

COMPETITIVE BRANDS NUMBER OF PERCENTAGE

RESPONDENT
Malabar gold 47 31.3
Avathar 19 12.7
Alukkas 48 32
Kalyan 36 24
Total 150 100
Source; Primary Data

Interpretation

31.3% of the respondent agrees that Malabar gold comes in their mind if they are going to
purchase. And 12.7% choose Avatar and 32% Alukkas and 24% Kalyan jewellers.

4.9 Chart showing Competitive brand of Malabar Gold

Respondents
60

50

40

30
Respondents
20

10

0
Malabar Gold Avathar Alukkas Kalyan

4.10 Productions satisfaction level

37
4.10 Table showing Productions satisfaction level

SATISFACTION LEVEL HIGHLY SATISFIED NOT TOTAL

SATISFIED TO SOME SATISFIED
EXTEND

Number of respondent 94 35 21 150

Percentage 62.6 23.4 14 100

Source; Primary Data

Interpretation

Highly satisfiedrespondents with the product are 94% and satisfied are 35% and not satisfied
with the productare21%.

4.10 Chart showing Productions satisfaction level

Respondents
100
90
80
70
60
50
40 Respondents
30
20
10
0
HIGLY SATISFIED SATISFIED TO SOME NOT SATISFIED
EXTEND

4.11 Publicity campaign’s awareness

38
4.11Table sowing Productions satisfaction level

OPINION NUMBER OF PERCENTAGE

RESPONDENT
Very well aware 99 66
Aware to some extend 36 24
Not aware 15 10

Total 150 100

Source; Primary Data

Interpretation

The study depict that very well aware about the publicity campaign conducted by the company
are 66%and 24% are aware to some extend and 10% are not aware about the publicity campaign
conducted by the company.

4.11 Chart showing Productions satisfaction level

120

100

80

60

40

20

0
Very well aware Aware to some extent Not aware

4.12 Promotion mix Influence in purchase decision

39
4.12 Table showing Promotion mix Influence in purchase decision

NUMBER OF
OPINION RESPONDENT PERCENTAGE

Strongly agree 86 57.3

Agree 34 22.7

Disagree 16 10.7

Strongly disagree 14 9.3

Total 150 100

Source; Primary Data

Interpretation

The diagram mention that 57.3% of the respondent strongly agree and 22.7% agree , 10.7%
disagree and 9.3% strongly disagreethat the promotional activities will give all the information
for purchase decision.

4.12 Chart showing Influence of promotion mix

100
90
80
70
60
50
40
30
20
10
0
Strongly agree Agree Disagree Strongly disagree

4.13
Awareness about information of the promotional activities

40
4.13 Table showing Promotional activities

OPINION NUMBER OF PERCENTAGE

RESPONDENT
Very well aware 105 70
Aware to some extent 40 26.7
Not aware 5 3.3
Total 150 100

Source: primary data

Interpretation

The responses shows that 70%respondent are very well aware about the promotional activities
conducted by the company and 26.7% respondents aware to some extend and 3.3% of respondent
are not aware about the promotional activities

4.13 Charts showing Promotional activities

120 80

70
100
60
80
50

60 40 Number of respondent

30 Percentage
40
20
20
10

0 0
Very well Aware to some Not aware
aware extend

4.14 Satisfaction Level about discount and offer

41
4.14 Table showing Satisfaction Level about discount and offer

NUMBER OF
OPINION RESPONDENT PERCENTAGE

Highly influence 88 58.7

Influence to some 22 14.6

extent
Not influence 40 26.7

Total 150 100

Source; Primary Data

Interpretation

The figure depicts that out of 100% only 58.7% of therespondents highly satisfied with the
discount and offers and 14.6% are satisfied to some extend and 26.7% are not satisfied.

4.14 Chart showing Satisfaction Level about discount and offer

100
90
80
70
60
50
40
30
20
10
0
Highly satisfied satisfied to some extent Not satisfied

4.15 Personal selling and influence their in purchase decision

42
4.15 Table showing Influence of Personal selling

NUMBER OF
OPINION RESPONDENT PERCENTAGE

Highly influence 92 61.3

Influence to some 39 26
extent
Not influence 19 12.7

Total 150 100

Source; Primary Data

Interpretation

Out of the total respondent only 61.3% of respondents reveal that personal selling has high
influence in the purchase decision and 26% to some extend and 12.7% agree that personal selling
will not influence.

4.15 Chart showing Influence of Personal selling

Personal selling
100

80

60
number of respondent
40

20

4.16 Recommendation of the product

4.16 Table showing Recommendation of the products

43
 RECOMMENDATION NUMBER OF PERCENTAGE
RESPONDENT
Very often 78 52
Often 43 28.6
Rarely 16 10.6
Very rarely 13 8.6
Total 150 100

Source; Primary Data

Interpretation

52% of the respondent reveals that they advise the product to others very and 28.6% will often
advise and 10.6% rarely and 8.6 % very rarely advise the product to others.

4.16 Chart showing Recommendationof the products

90
80
70
60
50
40 Series 1
30
20
10
0
Very often Often Rarely Very rarely

4.17 Influence of social welfare in purchase decision

4.17 Table showing Influence of Social welfare

44
 OPINION NUMBER OF PERCENTAGE
RESPONDENT
Strongly agree 92 61.3
Agree 32 21.3
Disagree 14 9.4
Strongly disagree 12 8
Total 150 100

Source: Primary Data

Interpretation

61.3% of the respondent are strongly agrees and 21.3% are agree, 9.4% disagree and 8% strongly
disagreethat the social welfare activities will influence in their purchase decision.

4.17 Chart showing Social welfare activities

Influence of social welfare

100
90
80
70
60
50
40
30
20
10
0
Strongly agree Agree Disagree Strongly disagree

4.18 Opinions About Promotional Items

4.18 Table showing Promotional items

45
 PARTICULARS NO OF RESPONDENTS PERCENTAGE
Highly satisfied 60 40
Satisfied 70 46.6
Dissatisfied 20 13.3
Highly dissatisfied 0 0
Total 150 100
Source:Primary Data

Interpretation:

From the above table data it is understood that about 40 % of the respondents were highly
satisfied. 46.6% of the respondents are satisfied and 13.3% of the respondents are dissatisfied
about the promotional items

4.18Chart showing Opinions About Promotional Items

80
70
60
50
40
30
20
10
0
Highly Satisfied Satisfied Dissatisfied Highly Dissatisfied

Promotion Items

CHI- SQUARE TEST

TEXTUAL DISCUSSION:

46
The researcher needs to measure that, whether there is any significant relationship between Age
and advertisement popularity. For this purpose, data are to be analyzed and presented in the
calculation with CHI-SQUARE test methods.

TABLE 4.19

TABLE SHOWING AGE CATEGORY AND ADVERTISEMENT POPULARITY USING

CHI- SQUARE TEST:

Age/Advertisement Strongly Agree Disagree Strongly Total

popularity agree disagree
Below 20 3 2 2 1 8
21-30 16 10 5 1 32
31-40 33 10 6 1 50
41and above 241 10 7 2 60
Total 93 32 20 5 150

SOLUTION:

Null hypothesis (H0): There is no significant relationship between age and advertisement
popularity

Alternative hypothesis (H1): There is a significant relationship between age and advertisement
popularity

CALCULATION OF CHI-SQUARE:

47
 O E (O-E) (O-E)2 (O-E)2/E
3 4.96 -1.96 3.84 0.77
16 19.84 -3.48 14.74 0.74
33 31 -2 4 0.12
41 37.2 3.8 14.44 0.38
2 1.70 0.3 0.09 0.05
10 6.82 0.18 10.11 1.48
10 10.66 -0.66 0.43 0.04
10 12.8 -2.8 7.84 0.61
2 1.06 0.94 0.88 0.83
5 4.26 0.74 0.54 0.12
6 6.66 -0.66 0.43 0.06
7 8 -1 1 0.12
1 0.26 0.74 0.54 2.07
1 1.06 -0.06 0.36 0.33
1 1.66 -0.66 0.43 0.25
2 2 0 0 0
CACULATED VALUE 7.97

FORMULA:

O= observed frequency

E= expected frequency

R= row total

C= column total

DEGREE OF FREEDOM:

= (R-1) (C-1)

48
 = (4-1) (4-1)

= (3) (3)

= 9.

Level of significance = 9%

TABULATED VALUE: 16.919

CACULATED VALUE: 7.97

INTERPRETATION:

Hence, CALCULATED VALUE > TABULATED VALUE.

So Ho is accepted.There is no significant relationship between age and advertising popularity.

FINDINGS

 Most of the respondents are female

49
  The overall performance of Malabar gold is good .
 There is no significant relationship between age and advertisement popularity
 Customers of Malabar Gold are mainly from upper class and upper middle class families
 Most of the purchasers of Malabar Gold are mainly youngsters.
 Malabar Gold has got large no. of gold ornaments customers.
 Only a few customers are not aware of products other then gold available in Malabar Gold.
 The making charges of Malabar Gold are satisfactory according to the respondents.
 Television is the advertising media through which large no. of customers came to know
about Malabar Gold.
 Factors like company image, quality, advertisement, collections have equally influenced
the purchase.
 Malabar Gold provides good service facility.

SUGGESTION

 Malabar gold customers are business people and have high income , so it should be better
to frame promotion programs targeting the lower class people.

50
  With regards to advertising the company should focus on persuasive advertising
highlighting the unique feature and benefits of their products.
 Only a few customers had purchased watch, diamonds and platinum ornaments, so a special
attention should be paid in these area.
 Among the service facility, respondents suggest to improve parking facility
 More advertisement should made in media other than television.
 Steps should be taken to attract more male customers.
 The company must highlights their strength like quality, timely supply etc. So that the
company can increase their market shares.

CONCLUSION

This study concludes that “the effective promotion techniques ”should not only for gold ornament
but also for every products available in the showroom. Promotion is one of the four elements of
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marketing mix (product, price, promotion, distribution). It is the communication link between
sellers and buyers for the purpose of influencing informing, or persuading a potential buyer's
purchasing decision.So every marketing based firm should concentrate on the effective promotion
techniquesThe study has proven that company has got wide acceptance in the market.

Scope for future study

Now a day’sbusiness firms are more concentrate on a promotional aspect. So it is always important
for a firm to know the influence of promotion mix in the purchase decision of the customers. This
information will help them to concentrate more about the promotional strategies. Promotion mix
includes advertisement, sales promotion, direct mail, exhibition, personal selling, etc so further
research can be done on the impact or influence of each factor and their role in the purchase
decision of customers or how it helps for the sales of the company.

Further research can be done in the relationship between promotion mix and positioning of the
product.

Now a day Malabar Gold are take sponsorship of many TV program me and shows so further
research can be done about influence of these strategies.

BIBLIOGRAPHY

BOOKS;

1. Kothari C.R (2003) “Research Methodology”.Wishwa Prakashan Publication

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 2. Ravi Shankar (1999) ”Service Marketing” Excel books, New Delhi
3. Kotler Philip, MARKETING MANAGEMENT prentice-hall of India
Pvt.Ltd.New Delhi 11th edition 2000

WEBSITE;

1. www.goldmine.com
2. www.ashroad.com
3. www.keralafasion.com
4. www.fraftfiles.com

QUESTIONNAIRE
Sir/madam

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I am Anup Kumar doing my MBA from Paavai College of Engineering. As part of my MBA I
am doing a project in marketing on the topic “A Study on Effectiveness of Promotion
Techniques of Malabar gold, Calicut.”

I request you to fill the questionnaire and I assure that this data will be used only for study
and it will be kept confidential.

Name :

Address :

1. Age : below 25 26-40 above 41

2. Gender : Male Female
3. Marital status : Single Married
4. Educational qualification: SSLC plus 2 degree and above
5. Did you aware about Malabar gold

Yes No

6. Did you agree that the advertisement of Malabar gold are very popular

Strongly agree Agree Disagree Strongly disagree

7. Did you agree that the information mentioned in the advertisement are convincing

Strongly agree Agree Disagree Strongly disagree

8. From where did you know about Malabar gold

Friends Relatives Advertisement Exhibition

9. Which company will come in your mind when you decide to purchase gold ornaments

Malabar gold Alukkas Bhima Atlas

10. Did you satisfied with the product

Highly satisfied Satisfied to some extend Not satisfied

11. Did you aware about the publicity campaign conducted by the company
a. Very well Aware to some extend Not aware

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12. Did you agree that the promotional activities will give all the information required for
making a particular decision

Strongly agree Agree Disagree Strongly disagree

13. Are you aware about various promotional activities provided by Malabar gold
Very well aware Aware to some extent Not aware
14. Did you satisfied with the discount and offers of Malabar gold
15. Highly satisfied Satisfied to some extend Not satisfied
16. Did you think personal selling will influence you in the purchase decision

Highly influence Influence to some extent Not influence

17. Did you recommend the product for others

Very often Often Rarely Very rarely

18. Did you agree that the social welfare activities conducted by the company will influence
your purchase decision

Strongly agree Agree Disagree Strongly disagree

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