bheema thesis

7/31/2019 Bheema Thesis

1/65

Page | 1

THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT

HYDERABAD

A THESIS ON

Submitted in Partial Fulfillment of the requirement for the Award of the degree of

Masters in Business Administration

SUBMITTED TO:

KANCHAN YADAV

UNDER THE GUIDANCE OF:

Debapriyo

SUBMITTED BY:

NAME: - Y BHEEMA REDDY

ALUMNI ID:

BATCH:-PGP/SS/09-11


2/65

Page | 2

Report On


3/65

Page | 3

DECLARATION

I here by declare that the project report titledFactors affecting the choice of retail diamond

jewellery in Indore is carried out by me for the partial fulfillment of MBA and is submitted to IIPM,

HYDERABAD and not submitted this to any other University/ Institute for any degree.


4/65

Page | 4


5/65

Page | 5

THESIS TOPIC APPROVAL LETTER

This is to inform that the thesis topic " Factors affecting the choice of retail diamond jewellery inIndore ".as proposed by you,has been approved. This email is an official confirmation that youwould bedoing your thesis work under the guidance of Mr.Kapil Jaseja. Make it acomprehensiveand complete work;the primary objective of a thesis should be value additiontothe existing knowledge base.Please ensure that the objectives as stated byyou in your synopsisare met using the appropriate research design and methodology.

Remember to register yourself with Mrs Kanchan Yadav,attheacademicsdepartment by giving details about your specialization and batch details andget for

yourself an Alumni ID Number. If you are visiting the campus, you canas well take a print out ofthis mail and produce it in front of the librarianfor easier registration. Alternatively, you can co-ordinate with him overemail. You must always use the thesis title and id number as approvedandregistered with us. Do not forget to attach this letter including the signatureof anydepartmental member or any other internal guide for eventualauthentication of the final thesis.

You are required to correspond with us by sending at least six response [email protected](format attached along with this mail) at regular intervals,before the lastdate for thesis submission). Fine for late submission will be applicable inyour case,as per the institutional norm.

Lastly, also please do remember to communicate with the thesis department andany and all otherthesis related affairs at [email protected] disregard the earlieremail ids that you have corresponded with.

Best

Prof Debapriyo

The Department of Academics

IIPM, IIPM Tower

6-3-252/2, Erramanjil

Banjara Hills
mailto:[email protected]%3E,atmailto:[email protected]%3E,atmailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]%3E,at


6/65

Page | 6

CERTIFICATE

This is certify that the thesisFactors affecting the choice of retail diamond jewellery in Hyderabad

submitted by Y BHEEMA REDDY for the award of master of business administration degree by the IIPM,

INDORE, is his original work and it has not previously formed the basis for the award of any degree

diploma associate ship, fellowship or any other similar title and it represents wholly his independent

work.

Signature of the Faculty Supervisor

Name: Kapil jaseja

Designation: Director

Center: Indore

Signature of the Center head


7/65

Page | 7

ACKNOWLEDGEMENT

The credit of completion of the Management Thesis I report Factors affecting the choice of retail

diamond jewellery in Indore not only relies on me, the credit goes to all the persons who stood behind

me to do this project. The project will be incomplete if I wont convey my regards to all those people.

I express my deepest gratefulness to Mr Debapriyo, Faculty guide

The support he gave me at various stages of the project was invaluable.

I thankMr. Kapil Jaseja, for his continuous support to the students.

I sincerely thank all my friends, and also the employees who are working at Tanishq outlet

the information shared by them was very valuable in putting up this report.


8/65

Page | 8

1. Introduction .1

2. Objectives..5

3. Scope of the study.....5

4. Research and methodology ..6

5. Limitation..7

6. Investing India..8

7. Indian Jewellery Retail..14

8. Organized Retailer.21

9. Review Of Literature.....24

10.Analysis & Interpretation...31

11.Findings.............42

12.Suggestion.43

13.Conclusion.46

14.Appendix

15.Bibliography


9/65

Page | 9

Introduction

The Indian gems and jewellery industry is one of the fastest growing segments in the Indian

economy with an annual growth rate of approximately 15 per cent. The domestic market is

estimated to be around US$ 16.1 billion and the All India Gems and Jewellery Trade Federation,

a nodal agency representing 300,000 jewellers across the country, expects it to grow to US$ 25.2

billion in two to three years. The country is also the largest consumer of gold in the world. It

consumes nearly 800 tonnes of gold that accounts for 20 per cent of world gold consumption, of

which nearly 600 tonnes go into making jewellery. India is also emerging as the world's largest

trading centre for gold targeting US$ 16 billion by 2010. The industry has the best skilled

manpower for designing and producing high volumes of exquisite jewellery at low labour costs.

Let us at first take a look at the evolution of the Indian Gold Market. India was never in dearth of

Gold Reserves. History had been a witness of the fact that India was always self sufficient in all

its natural resources and more so in case of gold. It was this abundance in availability of such

precious metals that lured foreign invaders from all parts of the globe as well as from time to

time to come to India and plunder as much of it as was possible for them to do. However there

were a significant number of such intruders who, after entering the country, fell for the land and

its cultural heritage which eventually led them to settle and establish their

empire in India .


10/65

Page | 10

As a inevitable consequence of the lavish livelihood exhibited by the Indian rulers, the Gold

reserves in India gradually diminished. The arrival of the British in the hierarchy in the middle of

the eighteenth century announced the decline of India's Gold Reserves even further. The colonial

status given to India by the British crippled the economy which once boasted of its wealth in

gold. Huge quantities of the precious metal was carried to England right after their extraction. As

a result a major proportion of India's Gold Reserves was 'vanishing' without even entering into

the economy.

By the time India gained independence, a huge vacuum had already been created as far as Gold

Reserves in India was concerned. Slowly, after several decades have gone by India has finally

started to fill up the vacuum in a big way. After reaching a new height in the form of 8 % growth

in Gross Domestic Product (GDP) for the year 2005-06, India is being recognized as one of the

fastest emerging economies of the world. India's growing prospects can also be noticed in the

gold market as well. India is viewed as the largest consumer of gold in recent times. According

to the figures presented by the estimates of the World Gold Council (WGC), India's total demand

for gold in the year 2001 was 243.2 tonnes which comprised 26.2 % of the total world demand.

India, the largest democracy in the world, with its consistent growth/performance and

abundant skilled manpower provides enormous opportunities for investment, both domestic and

foreign. India is the fourth largest economy in terms of Purchase Power Parity and the tenth most

industrialized country in the world. Major initiatives such as industrial decontrol, simplification


11/65

Page | 11

of investment procedures, enactment of competition law, liberalization of trade policy, full

commitment to safeguarding intellectual property rights, financial sector reforms, liberalization

of exchange regulations etc., have been taken, which provide a liberal, attractive, and investor

friendly investment climate.

The Government of India reviews the foreign direct investment (FDI) policy on an ongoing

basis. Important policy initiatives taken in the recent past include raising FDI equity limit in

domestic airlines sector to 49 per cent and placing it under the automatic route; allowing FDI up

to 100 per cent under the automatic route for the development of townships, housing, built-up

infrastructure and construction development projects; procedural simplification for approval of

proposals for new joint ventures, technology collaborations with existing joint ventures,

technology transfer/trade marks agreement in India and transfer of shares from existing Indian

companies. The manual, 'India: FDI Policy and Procedures', is aimed at providing investors up-

to-date information on the policies and procedures relating to FDI.

The growing rate of internet users in India Provides a developing market prospects to the

retailers to concentrate on Internet retailing. Internet retailing is the one of the critical issues of

Retiling sector in India. Because customers love Internet retailing for so many reasons,

comparison shopping, saving time, eases of purchase.

Today, India is having highest growing population of youth segment in the world and the

users of Internet tremendously increased. Customers have created an attitude of getting anything

on the table. So they are interested in online retailing.


12/65

Page | 12

For Indian people jewellery is one of the major sources of investment. The attitudes of

Indian consumers Jewellery purchasing are interconnected with culture. But now organized

retailers wants to break the concept of trust based purchasing in jewellery. The next stage of this

retailing is to be an online retailing.

Normally Indian people are not much aware of internet retailing especially in jewelry

retailing because Indian people strongly believe in human touch and Trust among the retailers.

At present online jewellery retailing have grown so strong in India but its having highest

compounded growth rate because of growing population and increasing individual level of

income and technology growth of the country.

So in this study we are focusing on online purchasing behavior of customers, factors

influencing consumers while purchase jewelry on internet and Online retailers perceptions about

consumers expectations, consumers expectations. As in the final result of this study would help

to get a clear idea about consumers expectations, evaluations and management perceptions

about consumers expectations and develop right strategy to enhance online jewellery retailing.


13/65

Page | 13

Research Design

Objective of the Study:

To identify the buying motivation and concerned factors while consumers to

select jewellery retailers.

To study about consumers purchasing behaviors.

Scope of the Study:

The gems and jewellery industry occupies an important position in the

Indian economy. It is a leading foreign exchange earner and also one of the fastest

growing industries in the country.

The two major segments of the sector in India are gold jewellery and

diamonds

This study is about find out the most influencing factors while consumers to

select jewellery retailers and create suitable plan based on results obtained from research.


14/65

Page | 14

Research methodology:

Research Design:

The research is carried out by the method of description of various problem. So

the research was taken as descriptive method.

Sources of data collection:

Secondary data:

The secondary data for this study has been collected from the internet. The data collected

includes identification of online services offered by major jewellery brands in India.

Primary data

The data has been collected from the respondents through the personal interview

Method of data collection

Personal interviews with the retailer service providers of respective jewellery brands. And

Personal interviews with the jewelry consumer purchasers.

Sampling unit:

The consumers of internet retailing offered by major jewellery brands in Indore.


15/65

Page | 15

Sampling Technique

Here the Judgmental sampling method has been adopted under the non-probability sampling

technique.

Sampling size

The number of qualified respondents of this study is 100.

Limitations of this Study:

It cant be assured that this study is applicable for all other cities.

The no of respondents were limited to 100

The respondents are only jewellery consumers.


16/65

Page | 16

Tanishq: a sparkling journey

The Tanishq saga began in the early 1990s, primarily fuelled by the fabled Tata

entrepreneurial spirit and partly forced by circumstance.

The splendid Titan watches success story was already up and running, and happened to need

more foreign exchange to purchase the imported components and machines required to keep up

with the burgeoning watch production. But with India going through a foreign exchange crisis,

there was no help coming in, forcing Titan to search for a business that would earn them the

required foreign currency.

The first precision engineered watch, Tanishq created with 103 diamonds and pure 18 carat gold.

Indian-made jewellery was already a big foreign currency earner and being strongly supported

by the central government, and also happened to be a very good fit with the watch business as

articles of adornment.The best known brand names in both Europe and America had watches and

jewellery together, offering further proof that the two industries are intrinsically linked.

It was a business with a huge wealth potential and it added a very feminine offering to Tatas

long line of products that appealed mostly to the opposite gender. It also called for an

organization that inspired trust and had high order design, manufacturing, marketing and

retailing skills, and Tata fit the bill on all accounts.


17/65

Page | 17

A revolution in Gold Purity Standards across the country.

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 jewellery and jewellery 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 jewellery to the

Americans & Europeans suddenly no longer seemed an attractive proposition.

Initially, the criticism for Titans foray into jewellery 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 jewellery is bought and sold in India.

It has created a revolution in the Indian jewellery trade and in jewellery buying behaviour, and

continues to set new parameters of excellence for others to follow.


18/65

Page | 18

The recent, 22000 sqft showroom at Usman Road, Chennai.

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 licences were easy to obtain and the global

demand-supply equation for jewellery had shifted in favour 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.

Tanishq Diamond

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.


19/65

Page | 19

Cut, Color, Carat & Clarity

The 4Cs are used throughout the world to classify the rarity of diamonds. Diamonds with the

combination of the highest 4Cs ratings are more rare, and consequently more expensive. Light is

the element that ignites a diamond's brilliance and fire. Its interplay with each of the 4Cs will

help explain why one diamond can appear more beautiful than another. The good news is that

you don't need to buy the rarest diamond to find one whose beauty speaks to you.

Cut is the only one of the 4Cs of diamonds that is influenced by the human hand. The rest (color,

clarity and carat) are created naturally as diamonds form in the earth. At Tanishq we ensure that

the most ideal cut diamonds are used, so that the facets when arranged in precise proportions

maximize brilliance and sparkle.

Tanishq diamonds are certified by its own team of skilled gemologists or diamond graders,

experts trained at GIA. The authenticity of each diamond is based on the GIA(Gemological

Institute of America) standard, the highest measure for diamond grading in the world. When

exchanged Tanishq provides you with the current value of diamonds, hence giving you the

benefit of appreciation over a period of time.


20/65

Page | 20


21/65

Page | 21

Investing India

The gold market is undergoing radical change with investments in Europe and US taking

a lead over the traditional market Jewelry in India. While Indian Jewelry is still the worlds

biggest consumer, the market seems more diverse now. The Gold ETF (GLD) has become the

biggest market mover and there has been heavy demand for coins and bars. If this fundamental

change in consumer/investor choices continues, Gold could see a significant upward movement

in price in the short to medium term, and even a $1200/ounce is likely. It remains to be seen how

this change in behavior would continue after the end of this crisis (in 3-5 years). If it is a

permanent change, it is good for the gold industry as it gives a far wider/diverse base and

removes the quirkiness associated with Indian marriage seasons and domestic economy.

Indian consumption is the only bright aspect in the Jewelry scene, as Jewelry consumption of rest

of the world has gone down the toilet. This is most likely due to the fact that the world recession

has not come to India so far. However, Jewelry consumption could significantly tank once the

reality sinks in and Indian market goes faces economic winds.

In October 2008, when gold was below 700, I claimed that the metal will significantly go up.

And it has significantly gone up. But, I am moving to a neutral territory now. My personal

opinion is that $1000 is a good price for gold in the current scenario, but if there are new

surprises from financial markets, then we should cross $1200. Once the crisis is over and when

people start getting out of gold to stocks and homes, gold could fall to the sub-700 range. In

short, it is still a good investment for short to medium investors, and long term investors might

want to book profits now at around $950-1000.


22/65

Page | 22

1. One of the biggest Individual gainer is the Gold ETF GLD. It has more than 1000

tonnes of gold in its management and has become a great market mover of the

underlying (it is now the tail wagging the dog).

Since the start of Jan 2008, GLD has had a more substantial lead in gold

holdings than similar ETFs.

Gold Investment in Europe has skyrocketed (by over 10 times) in the 2008.

Europe is now the biggest net retail investor in gold, while Vietnam and US

were leading this space till 2006.

In the US, gold investments declined in 2007 from 2006 and then strongly

rebounded in 2008. Now, over 75 tons are consumed for investment purposes

in the US

More people are buying gold for investment purposes than for other

consumption.

Bar and coin sales have grown more than twofold since last year, while sales

of Jewelry (biggest consumer) went down 6%

Consumption:

While Gold prices were choppy in 2008, measured in Dollars, gold prices

were more stable and smooth than measured in Euros.

1. India is still the worlds biggest consumer at 147 tons in Q4, followed by China, Europe

and the US (Figure 6). It had briefly ceded its lead to the US last year and now got it back

with a bang. It consumes 21% of world gold.


23/65

Page | 23

Indian Jewelry consumption more than doubled in Q4 2008 compared to Q4

2007, while for Turkey it went down by 57%.

The US exports far more gold than it imports.

While Gold prices were choppy in 2008, measured in Dollars, gold prices

were more stable and smooth than measured in Euros (Figure 0).

1. India is still the worlds biggest consumer at 147 tons in Q4, followed by

China, Europe and the US. It had briefly ceded its lead to the US last year and

now got it back with a bang. It consumes 21% of world gold.

The US exports far more gold than it imports.


24/65

Page | 24

The central banks have dramatically reduced their sales (-27%) and bar and coin sales have

grown by 247%. Mine production is almost unchanged at ~630 tons/year, while there is a

significant bump in old gold scrap. It is pretty likely that people are bringing up junk and cashing

in on the bullish markets.

World Gold Supply and Demand Statistics:

Demand Characteristic:

It is interesting to note that electronics and industrial usage has come down. Either they have

made significant technological progress to reduce the need for gold in their manufacturing

processes, or it is an indicator for a fundamental demand collapse in world markets for those

products. It is bad for the global economy, but for gold it is not that much of a problem given that

they consume a small portion of annual consumption. World mints are running out of coin

supply as consumers and investors are pounding them to get a hand at the most secure thing in


25/65

Page | 25

the world. Jewelry sales have come down a bit, and are more of an indicator that consumers are

tightening their belts in US, and there are some fundamental alterations in consumer trends in

India, where many girls prefer platinum these days. It has not impacted gold sales in India that

much, but is of concern over the long term.

Gold Holdings in the ETF-GLD

The worlds biggest Gold ETF fund (to keep it simple, assume that it buys gold for its

warehouses and sells shares on its store) has been seeing a huge increase in their assets. Holding

gold as an ETF is the most cost effective thing, as trading costs are very minimal and you dont

need to worry about assaying and value estimation, security, etc. While the end of the world

pessimists might be reluctant to use an ETF for their most secure investment, for most practical

investors this is the way to go. It might make some sense to have gold in bars and coin for

emergency situations. GLD is the most heavily traded ETF and it has been buying gold in

gobbles and now hold more than a 1000 tonnes of gold (worth about 30 billion USD). GLDs

asset increase has coincided exactly with the increase in gold price and thus it is reasonable to


26/65

Page | 26

assume that Gold is mainly moved by this .


27/65

Page | 27

Indian Jewellery Retail:

India and diamonds are the best known combination throughout the diamond industry. Though

India was known to have diamond mines many centuries ago - the fabulous Kohinoor is an

Indian diamond - it has virtually no mines today. However, India has continued to maintain its

tradition of diamond cutting and thousands of people are involved in this skilled occupation.

Today, with its cut and polished diamonds, colored gemstones, gold jewellery, pearls, non-gold

jewellery and fashion jewellery, India accounts for almost 50% of the international market. The

gems and jewellery sector contributes nearly 55% of the worlds net exports of cut and polished

diamonds in value, 90% in terms of pieces and 80% in terms of carats. Every 11 of 12 diamonds

sold around the globe are processed in India, irrespective of where these are mined. With the

right policy and regulatory framework, India could establish itself as a brand in the international

Gems & Jewellery market, increase employment and create new breed of entrepreneurship.


28/65

Page | 28

Apart form being the worlds largest diamond processing (cutting and polishing) country with an

80 per cent share in world market Indias favorable trade policies have made India the hub for

gems and jewellery. The burgeoning retail industry in India is instrumental in innovatively

marketing and branding diamonds and traditional jewellery, making inroads in this sector and

contributing to the nations economy.

The Indian consumer has lately become the focus of every retailer's eye, proof being the

international brands flocking in to set up franchises in India. Economic boom coupled with retail

sales explosion has made a smooth pathway for all those who understand the art of retail in India.

Due to the Economic boom in the country, India is emerging as a very big Consumer Market for

jewellery and other luxury products and offering a very lucrative opportunity for major brands to

establish presence in the Indian market. The booming domestic market along with export

advantage of the industry and the Government's decision to allow foreign direct investment of up

to 51 per cent in single brand retail stores has attracted a large number of players to the sector.

Players like Reliance, pantaloons, Wal-Mart, etc have already set up shops in India. The Reliance

group plans to spend $5 billion in new retail formats including malls and combined service and

retail formats along the evolving Indian highway system. Global behemoth Wal-Mart has also

officially entered India with a strategic tie-up with the Bharti group. Wal-Mart will provide the

back-end services such as sourcing and supply-chain management for the Bharti groups planned

retail formats across the country as well as an initiative to supply the countless small,

convenience stores that dot the countryside all across India- reaching out directly to the

consumer.


29/65

Page | 29

Branded jewellery is the new mantra in the market, having rapidly acquired a niche over the past

few years. Increasing purchasing power and disposable incomes of Indias middle class has

resulted in consumption growth of this industry by about 11 per cent in the five-year period

preceding 2006-07. Add to that the insatiable Indian craving for gems and jewellery, and the

demand will skyrocket to US$ 20 billion by 2010 and US$ 30 billion in 2015, according to

industry experts. Focused marketing creating awareness and demand for the products, innovative

product range creating excitement and expanding the category as well as transparency and

adherence to best practices will help build consumer confidence.

The surprising thing about retail investment is that about 20 per cent of retail effort in a

planned manneris targeted at rural areas, which is defined as towns with a population of less

than a million. India has seen a significant growth in disposable incomes as a result of the

economic growth that it has been enjoying. This income is spread in the rural areas also.

According to the Tata Statistical Outline of India 2005-06, around 60 per cent of the rural

income is from north and east. Depending on the size of the market, retailers work with multiple

formatscurrently they are partnering with local jewellers and these jewellers retail their brands,

commonly known as the shop in shop. These stores would carry a merchandise mix and are in

the range from 600- to 1,000 square feet.

Retailers are also looking at mobile store concepts and thinking of innovative ways to connect to

the consumer. Brand building, and creating brand identity is the focus of every retailer in India at

present. Indian retailers see a huge jewellery consumer market in India but there is a slight

speculation that they might soon face stiff competition from within as well as from international

brands who are rapidly setting up chain stores.


30/65

Page | 30

India consumes nearly 800 tonnes of gold accounting for about 20 per cent of the world gold

consumption. Out of which nearly 600 tonnes goes into making jewellery. According to The

World Gold Council (WGC) total gold supply in the second quarter this year stood (Q2FY08) at

840 tonnes, whereas the demand was 944 tonnes. A study by KPMG reveals the Indian jewellery

market to be US$ 13.5 billion in fiscal 2006-07, accounting for 8.3 per cent of world jewellery

sales. However the export of diamond-studded jewellery from India is merely 4 per cent of the

total export of gems and jewellery worth US$ 18.06 billion. Since the demand of diamond-

studded jewellery among Indian consumers has risen sharply, the industry should focus on the

domestic market. Diamantaires, in Surat's US$ 11.29 billion diamond industry, are eyeing

jewellery manufacturing in a major way, after DTC has decided to prune supply of rough

diamonds to India. If India becomes a manufacturing hub for jewellery as well as a consumption

market it will just prove Indias strength in both sectors.

The government has offered some concession to the industry by lowering import duty on

platinum from US$ 13.82 per 10 gms to US$ 5.03 exempting rough colored precious gems

stones from customs duty at the first stage itself, instead of claiming reimbursements later.

Rough, semi-precious stones are already exempt, a move aimed at further promoting the exports

of studded jewellery and platinum jewellery. Duty-free import of consumables for metals other

than gold and platinum up to 2 per cent of f.o.b. value of exports and duty-free import

entitlement for rejected jewellery up to 2 per cent of f.o.b. value of exports. There is increased

duty-free import of commercial samples of jewellery to US$ 2.50 and import of gold of 18 carat

and above under the replenishment scheme.


31/65

Page | 31

The Indian retail scene is set to flourish and there is no looking back for those who know how to

sell jewellery to a Indian women, since jewellery is a part of Indian tradition and customs.

Indian organized retail market is growing at a fast pace due to the boom in the India retail

industry. In 2005, the retail industry in India amounted to Rs 10,000 billion accounting for about

10% to the country's GDP. The organized retail market in India out of this total market

accounted for Rs 350 billion which is about 3.5% of the total revenues.

Retail market in the Indian organized sector is expected to cross Rs 1000 billion by 2010.

Traditionally the retail industry in India was largely unorganized, comprising of drug stores,

medium, and small grocery stores. Most of the organized retailing in India have started recently

and is concentrating mainly in metropolitan cities.

The growth in the Indian organized retail market is mainly due to the change in the consumers

behavior. This change has come in the consumer due to increased income, changing lifestyles,

and patterns of demography which are favorable. Now the consumer wants to shop at a place

where he can get food, entertainment, and shopping all under one roof.

Retail market in the organized sector in India is growing can be seen from the fact that 1500

supermarkets, 325 departmental stores, and 300 new malls are being built. Many Indian

companies are entering the Indian retail market which is giving Indian organized retail market

a boost. One such company is the Reliance Industries Limited. It plans to invest US$ 6 billion in

the Indian retail market by opening 1000 hypermarkets and 1500 supermarkets.


32/65

Page | 32

Pantaloons is another Indian company which plans to increase its retail space to 30 million

square feet with an investment of US$ 1 billion. Bharti Telecoms an Indian company is in talks

with Tesco a global giant for a 750 million joint venture. A number of global retail giants such

as Wal-Mart, Carrefour, and Metro AG are also planning to set up shop in India. Indian

organized retail market will definitely grow as a result of all this investments.

Gems & Jewellery

Gems and Jewellery sales and marketing received a facelift with theadvent of the supermarket

culture. As organized retail in India progresses to the next lap, Sad anand Subramanian checks

for Diamond World with some precious Industry players about their preparedness and strategy to

achieve maximum mileage.

As India reacts to a retail revolution, the hitherto sober gems and jewellery industry seems to

have jumped on the bandwagon with a clear plan of action. The industry has already made a

mark by capturing 3 per cent of the organized retail space thanks to the leadership shown by a

handful of companies prepared to dazzle the world. While organized retail under this segment

impressively grows at over 50 per cent annually, deliberations are on to arrive at what the

industry in general must do to keep the customer perennially delighted. The gems and jewellery

market in India is estimated to be about Rs.80,000 crore and the topmost agenda is to adopt the

right strategy to accelerate its growth keeping in mind current global dynamics. For now the


33/65

Page | 33

industry faces keen competition from other luxury goods such as electronic innovations and

other personal accessories

The Indian gems and jewellery industry is one of the fastest growing segments in the Indian

economy with an annual growth rate of approximately 15 per cent.

The domestic market is estimated to be around US$ 16.1 billion and the All India Gems and

Jewellery Trade Federation, a nodal agency representing 300,000 jewellers across the country,

expects it to grow to US$ 25.2 billion in two to three years.

The country is also the largest consumer of gold in the world. It consumes nearly 800 tonnes of

gold that accounts for 20 per cent of world gold consumption, of which nearly 600 tonnes go into

making jewellery.

India is also emerging as the world's largest trading centre for gold targeting US$ 16 billion by

2010. The industry has the best skilled manpower for designing and producing high volumes of

exquisite jewellery at low labour costs.

Diamonds

India is the largest diamond cutting and polishing centre in the worldthe industry enjoys 60 per

cent value share, 82 per cent carat share and 95 per cent share of the world market in terms of

number of pieces. In other words, nearly 9 out of 10 diamonds sold worldwide are cut and

polished in India. India exported cut and polished diamonds worth US$ 14.18 billion in 2007-08.


34/65

Page | 34

Due to the Indian consumers attraction for diamond for its high aspirational store value, Rio

Tinto has launched pink diamond for the first time in India on the occasion of its 20th

anniversary in the country.

Organized Retailers

Branded Jewellery:-

The journey of branded jewellery in India has been full of trials and tribulations. Branded

jewelers have had to coax consumers out of buying jewellery from their family jewelers to

trusting a product bought off the shelves. Furthermore, Indian consumers gravitate towards 22K

gold and have little tolerance to gold below 22K. Almost all branded jewellery is made from 18k

gold, which is an international standard. Finally, Indians purchase jewellery as an investment

option and hence are not overly concerned by designs, which is the USP

of branded jewellery.

Riding the Indian economic wave is a class of Nouveau Riche Indians.

Apart from possessing greater purchasing power, the Nouveau Riche

Indians are more adventurous and willing to try newer and trendier

products. Suddenly demand for branded jewellery in India is picking up

pace, driven predominantly by the Nouveau Riche Indians

The branded jewellery industry in India is poised for a period of sustained growth. A number of

individual players in the branded jewellery sector are recording close to 80 percent growth rate.


35/65

Page | 35

Growth prospects for the Indian economy are extremely bright which would translate to greater

sales of branded jewellery.

The retail boom has spawned a large number of brands in the jewellery segment over the past

year with many more to come. These players have been aggressively and extensively focusing on

developing strong brands and large retail operations. Gitanjali Gems Ltd is one of India's leading

fully integrated jewellery groups. Gitanjali itself boasts of around 25 jewellery brands.

Organized Jewellery Retail in India:

India along with China is one of the fastest

growing economies of the world. In addition to

high GDP growth, India is the second most

populous nation in the world. Both these factors

work in favor of retail. Understandably, the AT

Kearney Global Retail Development Index

2008 (GRDI) placed India on top of its emerging retail destination chart. The GRDI analyzes

various parameters that are conducive to organized retail and ranks new markets to help retailers

make strategic investments.

About, 96% of Indian Jewellery Market is unorganized. The unorganized sector represents

300,000 traditional retailers or Family jewelers who are present only in one town. The

organized sector accounts to only 4 percent. However, Reliance, Tanishq and other Luxury

goods companies are exceptions to an otherwise unorganized sector. They represent the future of

jewellery retail in India


36/65

Page | 36

Reliance is set to compete with Tatas jewellery arm Tanishq. Tanishq with 100 stores in over 53

cities is currently Indias first and largest jewellery retail store. According to analysts at

Technopak Advisors Indian jewellery market is poised to grow at 15 percent annually, while

branded jewellery is pegged to grow at 30 percent.

Luxury goods companies, which until recently had a very limited presence in India, are eagerly

seizing the opportunity to sell exclusive jewellery to rich Indians. Tiffany, Dolce Vita, Bvlgari,

Chopard, Cartier and Harry Winston have a presence in India. Other international players such as

Thailand-based Pranda Jewelry and Christian Dior are said to be foraying into the Indian

jewellery retail sector soon.

Malls and Online Shopping:

Organized retail, branded jewellery and online

shopping are going to be the biggest growth areas

for jewellery retail. Jewellery retailers have taken

notice of this opportunity and more retailers are

taking the organized retail approach, introducing

brands and creating a channel for online shopping.

According to ASSOCHAM, the current size of the retail jewellery trade in India is worth Rs

1,12,000 crore. The jewellery market has been undergoing a gradual metamorphosis and plain

gold is giving way to diamonds, platinum and colored gemstones. The current trend also reveals

a shift in the buying pattern where the family jeweler is being replaced by branded jewellery

makers


37/65

Page | 37

This literature on consumer online purchasing decisions has mainly concentrated on identifying

the factors which affect the willingness of consumers purchase jewellery on internet this study

A study on internet retailing of major jewellery brands in India is focus on online jewellery

retailing and consumers perceptions & Experience about online jewellery retailing.

The classic consumer purchasing decision-making theory can be characterized as a continuum

extending from routine problem-solving behaviors, through to limited problem-solving behaviors

and then towards extensive problem-solving behaviors

[Journal of Electronic Commerce Research, VOL. 6, NO.2, 2005].

In traditionally consumer select the jewellery retailer based on the trust before services offered

by the online service providers.

The traditional framework for analysis of the buyer decision process is a five-step model. Given

the model, the consumer progresses firstly from a state of felt deprivation (problem recognition),


38/65

Page | 38

to the search for information on problem solutions. The information gathered provides the basis

for the evaluation of alternatives. The development and comparison of purchasing evaluation

criteria result in the actual decision to buy. Finally, post-purchase behavior is critical in the

marketing perspective, as it eventually affects consumers perception of

satisfaction/dissatisfaction with the product/service. This classic five stage model comprises the

essence of consumer behavior under most contexts.

(Journal of Electronic Commerce Research, VOL. 6, NO.2, 2005)

New product development (NPD) and planning has assumed a heightened level of importance in the

modern world as organizations recognize the need to improve the NPD process and its outcomes (Allen

1993, Power 1993). In this part of the paper, the new product development literature will be reviewed

specifically that relating to the actual process of NPD. The section begins by exploring the nature of

innovation and what innovation is considered to be. The section then discusses what constitutes a new

product and the role extensions play. Next, the benefits & opportunities and the costs & risks of NPD for

organizations are presented. This is followed by a review of the evolution of generations of NPD

modelsthe generic (sequential) and various extension NPD models (stage-gate, fuzzy-gate, rugby,

activity blocks, multiple convergent processing, continuous learning, QFD, return maps, chaos approach)

that appear in the literature. Key NPD success factors are then profiled. The section concludes with a

summary and evaluation of the NPD models, including a table indicating the usefulness of each model

for NRCD.

As a myriad of uses and applications of retail meat price data exist, the quantification of the

shortcomings in the collection and reporting of the historical retail meat price data becomes an all-

encompassing task. Detecting the shortcomings in the current retail price data and making

suggestions for improvements begins with an examination of some of the applications of retail


39/65

Page | 39

meat price data. To limit the scope of this study, only those applications of retail meat price data

as they apply to the process of academic research and policy analysis were considered. Past and

present research efforts will, therefore, provide the basis for a critical evaluation of the usability,

efficiency, and accuracy of retail meat price data.

Over the last 30 years, problems within the beef industry have necessitated changing the focus of

research efforts. As the research focus has changed, so have the data needed to conduct the

research. Table 2.1 is a summary of the main policy issues that have received attention over the

last three decades within the beef industry as well as the data needs associated with these issues.

During the 1980s and into the early 1990s, emphasis was placed on understanding the dramatic

changes and shifts in the demand for beef. Much of the literature focused on modeling demand

and developing econometric models of demand shifts to better identify and explain all the

factors that effect demand. (Brester and Wohlgenant, 1991; Capps and Nayga, 1990; Lusk, Fox,

Schroeder, Mintert and Koohmaraie, 1999; Purcell, 1998). Many of these research efforts

examined demand shifts in terms of price changes, demand elasticities, and other measures of

price. These research efforts served to focus attention on the effect of retail demand changes on

the farm-to-retail price spread for beef and the derived demand for beef cattle at the farm level.

Wohlgenant and Mullen (1987) and Bessler and Akleman (1998) focused on issues of price spreads in an

attempt to quantify the effects of various shifts in the demand and supply on, the retail-to-farm price

ratio, derived demand elasticities, and ultimately, the farmers share of retail food expenditures.

Researchers also started examining the issues of simultaneity and structural change, particularly as the

latter emerged as a driver of the U.S. demand for meat (Eales and Unnevehr, 1993). With this research,

researchers tried to account for apparent shifts in demand due to structural changes in supply. An


40/65

Page | 40

example of such changes in supply that shifted the supply curves for meat steadily outward are increased

pork and broiler feed efficiency, higher beef carcass dressed weights, and the beef herd liquidation

following feed price escalations in the early 1970s. Such factors would have contributed to a false

appearance of demand growth, when the converse was true in some meat industries, particularly in the

beef sector.

Another prominent issue that came to light in the 1990s is price asymmetry (Goodwin and Holt, 1999 ;

Assam, 1999; Paul, 1998). That farm level prices have not kept up with changing prices at the retail level

led to research into this area as observers questioned the extent to which retail-level shocks are realized at

the farm level. An overall concern in this area is whether pricing patterns in food markets are cost or

demand driven. Since both prices and costs are involved, understanding both these aspects is

critical. In all aspects of the research topics and policy issues receiving prominence in the beef industry

over the last couple of decades, meat price data are an important input in the research process (Table 2.1).

The price data requirements may vary, but often the data needs include the price of beef at the farm,

wholesale, or retail level, or the price of substitute meats at the retail level. Weekly beef prices

producer prices, wholesale prices for boxed beef cutouts, retail beef prices are typically favored.


41/65

Page | 41

Competitive advantage of Indian jewellery industry:

The factors leading to the Indian jewellery industrys growth are many. A near

dominance in diamonds and colored stones, manufacturing excellence, forward looking

entrepreneurs, liberalized government policies and an extensive international marketing network

has helped India establish itself as one of the leading jewellery centers in the world. Moreover,

its high consumption of gold, steady inflow of silver and growing interest in platinum enable

India to develop the entire range of jewellery, in plain metal and studded, that caters to the

desires of every market

The Indian jewellery industry is having competitive advantage in the world market due to its low

cost of production and availability of skilled labor. The Indian diamond industry has acquired

leadership position in cutting and polishing of rough diamonds. India has the worlds largest

cutting and polishing industry, employing around 8,00,000 people (constituting 94 per cent of

global workers) with more than 500 hi-tech laser machines. The industry is well supported by

government policies and the banking sector - around 50 banks provide nearly US$ 3 billion

credit to Indian diamond industry.

(Numerical source from ibef.com)


42/65

Page | 42

Precious Metals are used in Indian jewellery market:

Gold

The current consumption of gold in India is estimated at over 900 tones, used mostly in 20 / 22

carat jewellery. Nearly 95 per cent of gold is used to manufacture gold jewellery in the domestic

markets and the remaining 5 percent is exported. Gold consumption in India is primarily aimed

at investment.


43/65

Page | 43

Silver

India annually consumes around 4,000 tones of silver. Silver jewellery and other articles for

personal use, especially in the rural areas, account for the bulk of the sales. India is also the third

largest industrial user of silver in the world, after the US and Japan.

Platinum

Platinum or white gold, targeted at the premium jewellery segment, is gaining preference of

designers and consumers globally. While Indias share in the global platinum jewellery market is

growing by 19 per cent annually, it continues to be is less than one per cent in the global

platinum jewellery market. Given the global growth and the maturing of the Indian market to

international trends, this represents an area for potential growth in India.

Gemstones

Indias gemstone industry has been growing due to the popularity Of gemstone-studded

jewellery across the globe, with an estimated turnover at US$ 0.220.26 billion. Jewellery

The Indian jewellery market is one of the largest in the world. The Indian market size at US$ 13

billion is second only to the US market of US$ 40 billion and is followed by China at US$ 11

billion.

(Source: Indian brand Equity foundation, ibef.com)


44/65

Page | 44

Analysis and Interpretation

Confirmable Analysis

An analysis is made for a sample based on the processes followed for indenting at World of

Titan, the factors involved, the area in which the store is located, etc are also analyzed. The

Survey was conducted for Store managers, Store officers and Franchisee owners.

The sample is collected for 12 respondents (12 WOT Stores in Indore) and the analysis is drawn

for the questions. The Responses were varied from store to store as some were managed by the

franchisee themselves, few are flagship stores of TITAN, and others are being headed by the

store managers. The indenting followed by each store is varied based on experience. To avoid

biased answers, a Questionnaire has been drafted with close ended Questions and given to the

respondents to fill up.

As each stores response is important, and to understand the positioning of these stores in terms

of the indenting processes, SPSS Statistics 17.0 software has been used to draw up analysis. MS

Excel has also been used for summing up the solution for each question and draw up a chart.

Certain marks provided for each preferences and choices.

Results were ranked based on maximum marks obtained.


45/65

Page | 45

Usual Purchase Place:

SL Particulars Total No.Of.Respodent

1Traditional Jewellery

Purchaser100 57

2Retail Store

purchaser100 43

Interpertation:

The most of the people buying the product Traditional Gold smith and 43% people are buying

retail show room

Traditional

Gold Smith

Purchaser

57%

Retail store

Purchaser

43%

Internet

Purchaser0%

Usual Purchase

Place


46/65

Page | 46

Important Factors:


1 Design 100 17

2 Price 100 93 Purity 100 9

4 Brand Image 100 14

5 Ambience 100 6

6Promotionalactivities

100 14

7 variety 100 8

8 Display 100 8

9 Service 100 9

10family and friendsinfluence

100 6

Interpertation:

Consumer are given to mostly imporatant factors for buying, in this analysis find out the result

Design,Brand image, family and friends

02

468

1012141618

Important Factors


47/65

Page | 47

What is that you purchase the most?

Interpretation:

The people mostly buying the product 22k Gold and Hall mark gold

22K gold

33%

hall mark gold

27%

Platinum

4%

Silver

14%

Diamond

9%

Pearl

10%

Others

3%

Product


1 22K gold 100 33

2hall markgold

100 27

3 Platinum 100 4

4 Silver 100 14

5 Diamond 100 9

6 Pearl 100 10

7 Others 100 3


48/65

Page | 48

What are the most frequently purchased product?


1 Ring 100 23

2 Earring 100 173 chain 100 16

4 Necklace/Pendent 100 19

5 Bracelet 100 10

6 Matching sets 100 8

7 others 100 7

Interpretation:

Mostly and regularly buying ring and chain, earring.

Ring

23%

Earring

17%chain

16%Necklace/Pende

nt

19%

Bracelet

10%

Matching sets

8%

others

7%

FrequentlyPurchase


49/65

Page | 49

What are your design preferences?


1 Basic 100 26

2 Classical 100 223 Modern 100 28

4UltraModern

100 24

Interpretation:

All Jewellery consumer now a days prefer modern and ultra modern.

Basic

26%

Classical

22%Modern

28%

Ultra Modern

24%

Design


50/65

Page | 50

What are the main occasions you buy?


1 Birthday 100 27

2 Festival/New Year 100 20

3 Self-gratification 100 17

4 Wedding/engagement 100 33

5 Others 100 3

Interpretation:

People are buying gold now a days for only wedding and birthday occasions.

Birthday

27%

Festival/New

Year

20%

Self-

gratification

17%

Wedding/engag

ement

33%

Others

3%

Main occasions


51/65

Page | 51

How many times you purchase in a year?


1 Zero 100 0

2 once 100 63 Twice 100 8

4 Three 100 12

5 Four 100 21

6 Five 100 25

7more thanfive timesa year

100 28

Interpretation:

They are buying gold more than five times in one year and middle class people buying four

times

Zero

0%

once6%

Twice

8%

Three

12%

Four

21%Five

25%

more than five

times a year

28%

Purchase


52/65

Page | 52

What is the range you are mostly concerned when purchasing?


1High price &high quality 100 23

2High price &low quality 100 0

3Medium price& high quality 100 42

4Medium price& low quality 100 13

5Low price &high quality 100 16

6Low price &low quality 100 6

Interpretation:

People wanted in medium price high quality mostly prefer and like them also our self

High price &

high quality

23%

High price &

low quality

0%

Medium price &

high quality

42%

Medium price &

low quality

13%

Low price &

high quality

16%

Low price & low

quality

6%

Price


53/65

Page | 53

What promotional activities influence your purchase?


1 Magazines 100 20

2 Newspaper 100 14

3 Radio 100 17

4 TV 100 28

5 Internet 100 3

6Word ofmouth

100 15

7 others 100 3

Interpretation:

In jewellery retailers for increase our sales some promotional activity. According to people

mostly heard TV, Radio, Newspaper

Magazines

20%

Newspaper

14%

Radio

17%

TV

28%

Internet

3%

Word of mouth

15%

others

3% Promotional


54/65

Page | 54

What range of products do you like to purchase?


1 Rs.25,000 100 17

Interpretation:

People are buying Rs.10, 000 to Rs.25, 000 in this rate

Rs.25,000

17%

Range Of Products


55/65

Page | 55

Findings

Most of the consumers to select jewellery shop based on the quality assurance of

product given by retailers.

Only higher- end consumers are purchasing jewellery in jewellery specialty and

organized retailers.

Most of the middle class and upper middle class people purchase jewellery from

family retailers.

The most important promotional tool for jewellery retailers are T.V media &

newspapers.

Word of mouth concept followed by traditional families and some of the

youngsters influenced by their friends.

The main motivating factor of Madurai consumers are purchase jewellery for

wedding/engagement.

Most frequently purchased product is ring.

The most people choose traditional gold smith because the retail show room now

only entire the market so people are would like traditional gold smith.


56/65

Page | 56

Suggestion and Conclusion

Based on our research we divided consumers in to Floating people of Madurai, Madurai natives,

Female office workers and teenage girls, Business class people.

Designed different 4ps of different consumers.

Place:

Mainly at the Exhibition Hall that provides an interesting environment for

visitors and customers. The customers should be served with free food and drinks to encourage

them to stay longer and purchase more merchandise.

Price:

Make available products of all price ranges.

Product:

Make available products and services according to customer needs. Some jewellery should be

designed with Madurai traditional manner.

Promotion:

Distribute cash coupons to stimulate customer visits and spending, and to encourage repeat

purchases.


57/65

Page | 57

Indore Natives:

Place: retail shop should be in specialty areas and bazaar areas.

Price: Make available products of all price ranges.

Product: Make available products of all designs and varieties.

Promotion: Advertise in all local T.V channels and radio. Create positive impression and

believes about the shop among Madurai people by utilize word of mouth concept.

Female office workers and teenage girls:

Place: Organized and jewellery specialty stores should have a simple decoration that gives

customers a sense of freedom to shop.

Price: Range from hundreds to thousands rupees .

Product: Emphasize on innovative and fashionable designs. Diamond and gemstones

merchandise should be as trendy as possible.

Promotion: Distribute membership cards to enhance brand loyalty and stimulate repeat

purchases; other promotional activities; advertisement in ladies magazines with coupons;

partnership with other merchants such as cosmetics retail shops and fitnesscentres.


58/65

Page | 58

Business class people:

Place: Retail shops should be close to hotels or exhibition venues.

Price: High starting from thousands of rupees.

Product: Top ten sales products; small size and easy to carry

Promotion: Partnership with hotels or service departments; advertising on the magazines, leaflets

and intranets of hotels.


59/65

Page | 59

Conclusion

Jewellery is also one of the investment avenues.

It is easily converted in to money.

Retailer should focuses on quality assurance of their product.

Consumers attitude towards jewellery slightly deviate, investment into fashion and

trends

Because most of female office workers and teenage girls taking decisions

independently.

So retailers should focuses on the new fashions and use advanced technology while

manufacturing products.


60/65

Page | 60

RESPONSE SHEET - I

Name: Y BHEEMA REDDY

Thesis ID: HYD/MKT/7080

The Topic of the study: Factors affecting the choice of retail diamond jewellery in Indore

Date when the Guide was consulted:

The outcome of the discussion:

The guide discussed the company profile in detail.

The Progress of the Thesis:

The introductory chapter was formulated.


61/65

Page | 61

RESPONSE SHEET - II






Guide threw a light on the retail diamond jwellery segment in Indore,


Online Jewel purchasing pattern of the Indore consumers was also discussed in the next session

the methodology for doing the research would be sketched out.


62/65

Page | 62

RESPONSE SHEET - III






Research methodology was formulated


The questionnaire of the thesis is being prepared and will be shown to the guide to collect data.


63/65

Page | 63

RESPONSE SHEET - IV



The Topic of the study: Factors affecting the choice of retail diamond jewellery in

Hyderabad



The external guide has suggested me to collect the information about the jwelley market in indre

and their buying behavior towards the diamond jwellery.


What are the outcomes of Investing in jwellery market in jwellery market in india was discussed

in detail with the guide also threw a light on the demand for diamond jwellery in india


64/65

Page | 64

RESPONSE SHEET -V


Thesis ID: HYD/MKT/PGP7080The Topic of the study: Factors affecting the choice of retail diamond jewellery in Indore



The guide is very much satisfied with the result and has suggested a few changes which have

been included in the thesis


The Primary research required for the topic has been completed and now the next step is to

prepare a rough draft and present to the guide for final review


65/65

RESPONSE SHEET - VI



The Topic of the study: Factors affecting the choice of retail diamond jewellery in

Hyderabad



The thesis has been approved by the guide .


bheema thesis

Documents