86034708 brand awareness of diamond jewellery products in solapur

Study on Awareness of Diamond jewellery products in Solapur

A REPORTStudy on

‘Awareness of Diamond Jewellery Products in Solapur’,

With reference to Tata Gold plus, Solapur.

By

Kazi Rizwan Rafiyoddin

ORGANIZATION

TATA GOLDPLUS, SOLAPUR


A REPORT ON

A Study On, “Awareness of Diamond Jewellery Products in Solapur”,

With reference to Tata Gold plus, Solapur.

By

Kazi Rizwan Rafiyoddin

( 10AM63803)

ORGANIZATION

TATA GOLDPLUS, SOLAPUR


The report is submitted as partial fulfillment of the

Requirement of MBA Program of

Everonn’s-IIPS


CERTIFICATE

This is to certify that the Management Thesis-I titled, Study

on’ Awareness of Diamond Jewellery Products in Solapur’ ,With

reference to Tata Gold plus, Solapur. Is bona fide work of

KAZI RIZWAN RAFIYODDIN, Enrollment No. 10AM63803

Of IIPS Solapur is original and has been made under my

supervision in partial fulfillment of the requirement for the MBA

Program (2010-12) in SEM-II.

I am pleased to say that his performance during this period was

excellent.

Faculty Guide Campus Head

Mr. Shrinivas Gundeti Gp.Capt. (Retd) S.H.Kulkarni


ACKNOWLEDGEMENT

Preparing good project is not a easy task. Considering the reality the idea was conceived nearly before making project but it has come to its fulfillment just now.

My first and foremost thanks go to my Faculty guide Mr. Shrinivas Gundeti sir and Company guide Mr. Jahir Mujawar sir, who has help me and provide guidance to me for the completion of this project report.

I am also thankfully to IIPS College and my Faculty guide and Company guide for giving opportunity and kind help to complete this work.

I also express my sincere gratitude to the entire faculty for providing help in preparation of this Project Report.

Mr. Kazi Rizwan Rafiyoddin

MBA (2010-12

IIPS Solapur


TABLE OF CONTENTS

S. No Subject Page No.

1 Introduction 12 About Diamond 23 About Industry 34 About Tata Gold plus 45 SWOT Analysis 56 Objective of study 67 Limitation of study 78 Research methodology 89 Data Analysis and Interpretation 1010 Findings 1711 Key Learning’s 1712 Conclusion 1813 References 1814 Questionnaire 19


INRODUCTION

The project work is focused on understanding the awareness level amongst the High income level investors. This project work will help the organization in launching of different type of Diamond Jewellery Products according to the needs of customers in Solapur.

There are various investment tools like Bank deposits, Post office savings, Provident Fund, Gold, silver, real estate, Land, shares, debentures and bonds etc, all these investment tools are used by the investors in Solapur City. But, diamond is still not considered as an investment tool by the investors.

Diamond purchase is generally not considered as an investment. This study will show what exactly investors think about Diamond Products.

1

ABOUT DIAMOND


Diamond is a carbon, where the carbon atoms are arranged in a variation of the face-centred cubic crystal structure called a diamond lattice.

Diamond is less stable than graphite, but the conversion rate from diamond to graphite is negligible at conditions. In particular, diamond has the highest hardness and thermal conductivity of any bulk material. Those properties determine the major industrial application of diamond in cutting and polishing tools.

TYPES OF DIAMONDS

1. Pink DiamondsThe pink diamond is the worlds most rare and valuable diamond. The Argyle mine is the world's foremost source of unrivalled intense pink diamond.

2. White DiamondsWhite diamonds are produced by mines all over the world in a wide variety of shapes and sizes.

3. Champagne DiamondsChampagne diamonds are naturally coloured diamonds that are produced in a wide range of colours from light straw to rich cognac.

2

http://en.wikipedia.org/wiki/Thermal_conductivity

http://en.wikipedia.org/wiki/Thermal_conductivity

http://en.wikipedia.org/wiki/Scratch_hardness

http://en.wikipedia.org/wiki/Graphite

http://en.wikipedia.org/wiki/Chemical_stability

http://en.wikipedia.org/wiki/Diamond_lattice

http://en.wikipedia.org/wiki/Face-centered_cubic

http://en.wikipedia.org/wiki/Atoms

http://en.wikipedia.org/wiki/Allotropes_of_carbon


4. Yellow DiamondsFancy yellow diamonds come in a broad range of shades ranging from light yellow to a rich canary colour.

5. Blue DiamondFancy blue diamonds are available in a wide range of shades, from the blue of the sky to a more "steely" colour than sapphire.

6. Green Diamonds Fancy green diamonds are also available. Usually, penetration of the colour is not very deep and is often removed during the fashioning of the stone.

ABOUT INDUSTRYThe rise in diamond jewellery demand is largely attributed to

the rise of gold prices worldwide, making diamonds a suitable fancy alternative.

The overall Indian jewellery market sales' are about $16 billion a year, including diamond and gold jewellery. The diamond jewellery market in India is all set to touch US $ 6 billion in financial year 2010- 11.

With the retail industry in India increasing its foothold in different segments diamond is also introduced by various companies, which in turn increasing the awareness among the customers about Diamonds.

Several companies have made inroads into the traditional jewellery industry and selling the product that was never really "marketed" in "brand" new ways.

3


ABOUT TATA GOLDPLUS

Titan Industries Gold plus is designed for the jewellery preferences of the semi-urban and rural Indian customer. With a presence in 29 towns spread across 6 states, Gold plus is the largest jewellery retail chain in Tamil Nadu.

In addition to gold jewellery, the brand also offers impressive designs embellished with Diamonds, American Diamonds (Cubic Zirconia) and other precious stones. The Gold plus jewellery comes with the assurance of purest 22-karat (91.65%) and 18-karat (75%) gold and premium craftsmanship.

Every Gold plus product is endorsed by a certificate that states the purity of the gold and the quality of diamonds used in the article.

The elaborate and intense quality checks during the manufacturing process ensure the purity of gold and a perfect finish. The gold is purchased in the form of bars from only those banks that are certified by Reserve Bank of India (RBI). Using this gold, jewellery is crafted in Titan Industries’ manufacturing units in Hosur, Tamil Nadu where highly skilled artisans create traditional and modern designs.

4


SWOT ANALYSIS

1. StrengthIn jewellery business trust is more important than other attributes. Tata is a trusted name in India. Customers look for purity in gold and the policy of offering 99.99% pure gold gives Tata an advantage.

2. WeaknessesCompetition from local dealers, poor customer knowledge about the product and quality.

3. OpportunitiesUse of modern marketing practices will give an advantage against rival. Offering more varieties and designs will also give more opportunities.

4. ThreatsThis jewellery showroom is not at the jewellery market then customers are less than any jewellery showroom.

5


OBJECTIVE OF STUDY

1. To know knowledge of respondents about diamond jewellery.

2. To know product offerings of Tata Gold plus.

3. To know customer income levels.

4. To know about customers’ interest in diamond jewellery products offered by Tata Gold plus.

5. To know about how many Tata Gold customers actually bought Diamond Jewellery

6


LIMITATION OF STUDY

The limitations of the study are as follows:

1. It is based on sample size of 180 respondents.

2. Sample size is based on assumptions.

3. Purchasing power deviates from sample to sample

4. Time constraint

7


RESEARCH METHODOLOGY

Methodology is guideline which helps to me for determining the process in which the research work has been done.

Questionnaire designThe questionnaire is needed for collecting of Primary data. It is designed for the market research with the help of faculty guide.

Sources of data Collection

1. Primary DataPrimary data is directly collected from the respondents for

the purpose of research for completing research objective. A questionnaire is designed for the collection of primary data. Data is collected respondents by the use of survey method.Sources of Primary Data:

Structured interview Observation

8


For this project the primary data collected through the structured and well designed questionnaire. Collected data is related with the project research.

Sample Size180 respondents from different customer class have been selected for the study. Secondary data

Secondary data is based on second hand information. This data is collected from various sources like newspapers, magazines, journals, internet websites etc. It is useful for project referring purpose.

9


DATA ANALYSIS AND INTERPRETATION.For this project research data collected from respondents with the help of questionnaire. After collected data analysis with diagram with respective questions information. Data is analyzing for understanding purposes of project easily.

Diagram and data analysis

1. Occupation of Respondents.

Salaried 8 4.44%Business 174 96.66%Total 180 100.00%

4.44%

96.66%

Occupation of Respondents

SalariedBusiness

In above diagram it is shows that 4.44% respondents are salaried persons and 96.66% respondents are doing business. I completed survey on businessman then salaried persons are very less than businessman.

10


2. Respondents who purchase jewellery

I completed 180 respondents they are purchase jewellery.

Yes 180 100%No -- --Total 180 100%

In above diagram shows those 100% respondents are purchase jewellery. I am completed all respondents who is doing business.

11

100%

Respondents who purchase jewellery

YesNo


3. Respondents who knows to Tata gold plus

53.33%46.66%

Respondents who knows to Tata gold plus

Yes

No

In above diagram it is shows that 53.33% respondents know about Tata Gold plus and 46.66% respondents are not know about Tata gold plus.

12

Yes 96 53.33%No 84 46.66%Total 180 100.00%


4. Respondents who purchase diamond.

Yes 26 14.45%No 154 85.55%Total 180 100.00%

14.45%

85.55%

Respondentswho purchase diamond

YesNo

It is shows that 14.45% respondents purchased diamond jewellery and 85.55% respondents are yet purchased any diamond jewellery.

13


5. Respondents who knows offering of Tata Gold plus

Yes 38 21.11%No 142 78.89%Total 180 100.00%

21.11%

78.89%

Respondents who knows offerings of Tata Gold plus

Yes No

It is shows that 21.11% respondents are knows offering of Tata Gold plus and 78.89% respondents are not aware offering of Tata Gold plus.

14


6. Respondents who has knowledge of diamond jewellery

Yes 44 24.44%No 136 75.56%Total 140 100.00%

24.44%

75.56%

Respondents who has knowledge of diamond jewellery

Yes

No

It is shows that 24.44% respondents are have knowledge of diamond jewellery and 75.56% respondents do not have any knowledge about diamond jewellery.

15

7. Respondents interested to buy diamond jewellery


It is shows that 30.00% respondents are interested to buy diamond jewellery and 70.00% respondents are not interested to buy diamond jewellery.

16

30.00%

70.00%

Respondents interested to buy diamond jewellery

Yes No

Yes 54 30.00%No 126 70.00%Total 180 100.00%


FINDINGS

1. Many people are not have proper knowledge of diamond products and about Tata Gold plus.

2. Some people are not giving response.3. Some people not have knowledge about diamond jewellery.4. Some people are not have knowledge of product offering of

Tata Gold plus.

KEY LEARNING’S

About jewellery company. Their management. Practical experience of marketing. Problems of Business Environment. Marketing strategies against competitor.

17


CONCLUSION

I conclude that project report saying that many people not have knowledge of Diamond jewellery in Solapur. And in limited period of time it is not possible to understand the problem of respondents.

References

www.tatagoldplus.comwww.google.co.in

18

QUESTIONNAIRE

http://www.tatagoldplus.com/


SURVEY TOPIC: AWARENESS OF DIAMOND JEWELLERY PRODUCTS IN SOLAPUR, WITH REFERENCE TO TATA GOLD PLUS

1. Name of the Respondent :2. Contact Details :

3. Address : _____________________________________________________________

4. Occupation : Salaried Business

5. Do you purchase jewellery? : Yes NoIf yes, from_____________________________________________

6. Do you know Tata Gold Plus? Yes No

If Yes, What purchases you made…………………………………………………………………

7. Have you ever purchased Diamonds?Yes No

8. Do you know product offerings of Tata Gold Plus?Yes No

9. Do you have any knowledge of Diamond Jewellery?Yes No

10. Are you interested to buy Diamond Jewellery from Tata Gold plus?Yes No

If yes, What types of Diamond Jewellery you would like to from Tata Goldplus?

11. Remarks, If any________________________________________________

19

86034708 brand awareness of diamond jewellery products in solapur

Documents

kazi rizwan

buy diamond

diamond jewellery

faculty guide

organization

tata gold

diamond products

diamond jewellery