1-A project report on consumer’s preference among the branded and non branded jewellery

2 -. Marketing Management Project Jewellery buying Preference3-CONTENT-a) acknowledgment b) objective of studyc) What is an internship?d) description probleme) introductionf) research methodology g) visionh) mission i) data analysisj) literary reviewk) conclusionl) recommendationm) summaryn) questionnaire

 

ACKNOWLEDGEMENT

I hereby express deep gratitude to all those who have helped directly or

indirectly in completing this work and who have encouraged and inspired all

through the project. Words are inadequate to express deep sentiments and gratitude

towards my project mentor and guide, for her zeal and scholarly guidance during

this pursuit in spite of her multifarious responsibilities. The word of

acknowledgement is an expression of heart-felt thankfulness for her inspiration.

Finally, we would like to thank the people who have taken time off from their busy

schedule to help by providing us with their valuable inputs.

OBJECTIVE OF STUDY :

The objective to study the :

“A comparative study on the consumer’s preference among Branded

and non branded jewellery ” is to find out:

1) To compare between the consumer preference among the branded and non

branded jewellery.

2) To know consumer perception towards jewellery.

3) Brand awareness of various brands in the jewelry market.

4) To have an idea about the parameters the consumers consider while buying

jewellery.

WHAT IS AN INTERNSHIP?

An internship is job training for white-collar and professional careers.

Internships for professional careers are similar in some ways to apprenticeships for

trade and vocational jobs, but the lack of standardization and oversight leaves the

term open to broad interpretation. Interns may be college or university students,

high school students, or post-graduate adults. These positions may be paid or

unpaid and are usually temporary.

Generally, an internship consists of an exchange of services for experience between

the student and an organization. Students can also use an internship to determine if

they have an interest in a particular career, create a network of contacts or gain

school credit. Some interns find permanent, paid employment with the

organizations for which they worked.

This can be a significant benefit to the employer as experienced interns often need

little or no training when they begin regular employment. Unlike a trainee program,

employment at the completion of an internship is not guaranteed.

Internship experience plays a vital role for every student to implement their

theoretical knowledge and get a practical knowledge from any organization. For

completing my BBA degree internship report is one of the parts at the final

semester of Department of Business Administration, jagran lakecity university

(JLU) , BHOPAL .AKRITI JEWELLERS gives me the opportunity for gathering

practical experience and preparation of the report. JLU assigns me to find a

company for my internee and I also get opportunity to akriti jewellers.

DESCRIPTION PROBLEM

The scope of study is limited due to the following reasons:

1) Time constraint - since the time span for the study was only one month, an in

depth study and analysis will become a little difficult

2) Sample size - the sample size of the study is only 100 which would not give

a comprehensive result. Many important samples may not be considered at

all.

3) The conclusion of the study may not result to an accurate outcome due to the

sample size being small.

4) Awareness - the sample taken and the conclusion drawn can be led to only

one side if there is lack of awareness about branded jewellery.

SIGNIFICANCE OF THE STUDY

The gems and jewellery industry occupies an important position in the

Indian economy and is one of the fastest growing industries in the country. Hence

the research conducted would help us to:

1) Understand the consumers preference while purchasing jewellery.

2) How much impact does a brand/ retailer has on their purchase decision.

3) Does price play an important role in guiding their purchase decision.

4) Are the various promotional strategies adopted to combat competition.

INTRODUCTION :

India has a historic relationship with Jewellery.Many kings, emperors and

dynasties featuring countless wars, conquests and politicalupheavals have ruled the

Indian sub-continent. Different dynasties ruled different partsof India with different

monetary systems. Jeweler acted as a common medium of exchange or store of

value across the monetary systems of different kingdoms acrossthe sub-continent

especially gold. Hence wealth could still be preserved in spite of warsand political

turbulence.

Gold also helped preserve wealth through natural calamitiesand disasters and for

centuries was the only means of saving in rural India, land being the other main

asset of economic value. This has largely helped formulate, or evolve, the Indian

sentiment and fanatical passion for gold, which holds true even today. India is

estimated to hold more than 11,000 tones of gold. Apart from its historical religious

significance, Jewellery is valued as an important savings and investment vehicle in

India. Even in present times, Jewellery remains the Indian bride’s `Streedhan’, the

wealth she takes with her when she marries and which remains hers.

Gold jewellery is the preferred jewellery worn by women in India irrespective of

their religious beliefs. In marriages, gold jewellery is the gift preferred by the near

relatives of the bride and the groom. Jewellery is very popular among farmers, with

an upsurge in gold sales after a good agricultural season. Buying of gold is an

important part of every stage of an Indian citizen’s life— at birth, marriage,

construction of home, festivals, religious ceremonies, setting up of new business,

and death .As India makes rapid progress in the retail arena, the Indian Jewellery

market is undergoing a gradual metamorphosis from un organized to organized

formats.

The jewellery business in India is estimated to be at Rs 50,000 crore . According to

the independent estimation studies conducted by World Gold Council and

McKinsey, out of the overall market share, the share of organized jewellery market

is less than Rs 1,000crore. This accounts to about 2-3 per cent of the total market

share. But given that this is a relatively new segment of the market, it is poised to

grow.

Jewellery retailing is moving from a ‘storehouse of value’ to a precious fashion

accessory. Plain gold is gradually easing its stranglehold on the Indian consumer

psyche to give way to diamonds, platinum and colored gemstones. The way

jewellery was worn before is undergoing a tremendous change .

The young Indian woman who is the prime market for the organized retailers differ

from the traditional jewellery customer in many ways as enumerated below :

• She is well educated and more in tune with international trends

• Increase in working women with high disposable incomes

• Greater mobility

• Less constrained by traditions.

All these reasons and more ensure that the modern Indian woman is looking for

jewellery from a perspective different from the past. In addition, organized retailing

offers quality products, follows standardized practices and uniform pricing strategy.

Organized retail formats work on transparent policies that are not necessarily

available at the traditional jewellery shops.

Today, goods and services offered by any retailer are strongly driven by their

identified Target Group . There are several examples of retailers who are drawing

in consumers either across a wide swath or a segment of socio-economic

classification, clearly defined by them. This has been the first step towards.

Organized jewellery retailing in India. In a short span of time, organized retailers

have successfully implemented a change in the buying pattern of the Indian

consumer. In addition, branded players require focused advertising and astute

salesmanship to compete with traditional jewelers.

Besides the major brands- Tanishq , Carbon ,Oyzterbay , Gili and Trendsmith -

several regional players have opened branches to leverage the trust and reputation

that they have built up over the years.

STRUCTURE OF JEWELLERY IN INDIA

• Plain gold Jewellery

• Studded Jewellery

• Silver Jewellery

• Costumer jewellery

India is the largest consumer of Gold in the world with annual demand close to

800tons. It is believed that 90% of this demand is directed towards manufacturing

of jewellery. The bulk of the Indian jewellery buying is still rooted in tradition and

jewellery is sold in traditional designs.

Jewellery designs vary in different regions of India, making the style unique to

each region. In South India the designs are inspired by nature -paisley motif of the

mango, rice grains, melon and cucumber seeds, etc. In Western and Northern India,

the Mughal influence can be seen in the meenakari (enamelling) and kundan work.

Jewellery is crafted not just for humans but also for the deities, ceremonial

elephants, and horses. Hence the variety of gold jewellery in India is truly mind-

boggling and bears testimony to the excellent skills of Indian jewellers of

today .Ornaments are made practically for every part of the body - nose rings,

bangles, necklaces and special jewellery for the head, ankles, waistbands, and so

on.

Plain gold jewellery is fabricated mainly in 22-karat gold and even 18-karat

is not favored, as the mindset does not accept low purity gold jewellery. The logic

is that the jewellery is primarily bought as an investment in gold, and investing in a

low purity product does not appeal to the Indian consumers. However for the

studded gold jewellery, 18 karat has become acceptable.

CONSUMER BUYING BEHAVIOUR WHILE BUYING JEWELLERY

While buying a product, consumer displays different kinds of behaviors towards

different kinds of products from a tube of toothpaste to a new car. More complex

decisions usually involve more buying participants and more buyer deliberation.

While buying an expensive product for jewellery, which satisfies a consumer’s

self-esteem needs( according to the Maslow’s hierarchy of needs) a consumer

displays complex buying behavior.

Consumers undertake complex buying behavior when they are highly involved in a

purchase and perceive significant differences among brands. Consumers may be

highly involved when the product is expensive, risky, purchased infrequently, and

highly self expressive.

This buyer will pass through a learning process, first developing belief about the

product, then attitudes, and then making a thoughtful purchase choice.

Marketers of high involvement products must understand the information gathering

and evaluation behavior high involvement consumer, they need to help buyers

learn about the product- class attributes and their relative importance.

GOLD JEWELLERY MARKET IN INDIA.

Before the liberalization of the Indian economy in 1991, only the Minerals and

Metals Trading Corporation of India (MMTC) and the State Bank of India (SBI)

were allowed to import gold.

The abolition of the Gold Control Act in 1992, allowed large export houses to

import gold freely Exporters in export processing zones were allowed to sell 10

percent of their produce in the domestic market.

In 1993, gold and diamond mining were opened up for private investors and

foreign investors were allowed to own half the equity in mining ventures. In 1997,

overseas banks and bullion suppliers were also allowed to import gold into India.

These measures led to the entry of foreign players like DeBeers, Tiffany and

Cartiers into the Indian market. In the 1990s, the number of retail jewellery outlets

in India increased greatly due to the abolition of the Gold Control Act.

This led to a highly fragmented and unorganized jewellery market with an

estimated 100,000 workshops supplying over 350,000retailers, mostly family-

owned, single shop operations. In 2001, India had the high esteemed for gold in the

world; 855 tons were consumed a year, 95% of which was used for jewellery.

The bulk of the jewellery purchased in India was designed in the traditional Indian

style. Jewellery was fabricated mainly in 18, 22 and 24- carat gold. As Hallmarking

was not very common in India, under-carat age was prevalent.

According to a survey done by the Bureau of Indian Standards (BIS), most gold

jewellery advertised in India as 22-carat was of a lesser quality. Over 80% of the

jewelers sold gold jewellery ranging from 13.5 carats to 18 carats as 22-carat gold

jewellery.

The late 1990s saw a number of branded jewellery players entering the Indian

market. Titan sold gold jewellery under the brand name Tanishq, while Gitanjali

Jewels, a Mumbai-based jewellery exporter, sold 18-carat gold jewellery under the

brand name Gili.

Gitanjali Jewels also started selling 24-carat gold jewellery in association with a

Thai company, Pranda. Su- Raj (India) Ltd. launched its collection of diamond and

22 –carat gold jewellery in 1997.The Mumbai-based group, Beautiful, which

marketed the Tiffany range of products in India, launched its own range of studded

18-carat jewellery, Dagina. Cartiers entered India in 1997 in a franchise agreement

with Revisit. Other players who entered the Indian branded gold jewellery market

during the 1990s and 2000-01 included IntergoldGem Ltd., Oyzterbay, Carbon and

Tribhovandas Bhimji Zaveri (TBZ).

 BRANDED DEALERS TANISHQ

In 1984, Quested Investments Limited (a Tata group company) and the

Tamil Nadu Industrial Development Corporation Limited (TIDCO) jointly

promoted Titan Watches Limited (Titan). Initially involved in the watches and

clocks business, Titan later ventured into the jewellery businesses. In 1995, Titan

changed its name from Titan Watches Ltd .to Titan Industries Ltd. in order to

change its image from that of a watch manufacturer to that of a fashion accessories

manufacturer. In the same year, it also started its jewellery division under the

Tanishq brand. Among the branded jewellery players in the Indian market, Tanishq

is considered to be atrend setter. When it was launched in 1995, Tanishq began

with 18-carat jewellery. Realizing that such jewellery did not sell well in the

domestic market, the 18-caratjewellery range was expanded to include 22 and 24-

carat ornaments as well. When Tanishq was launched, it sold most of its products

through multiband stores. In 1998,Tanishq decided to set up its own chain of retail

showrooms to create a distinctive brand image.

 By 2002, Tanishq retailed its jewellery through 53 exclusive stores across

41 cities. Tomeet increasing demand, Tanishq planned to open 70 stores by the end

of 2003 and offer a range of wearable products with prices starting at Rs. 400. With

sales of Rs. 2.66billion in 2000-01, Tanishq had a 0.66 percent share of the total

jewellery market and a27 percent share of the branded jewellery market. The

market of tanishq jewellery is growing since long time.

GILLi launched a collection of traditional Indian ornaments made of 18-carat gold.

In1999, the Gili Gold range was introduced. This range included rings, pendants,

earrings, necklaces and bangles made of 24-carat gold.

All Gili products came with a guarantee of diamond and gold quality Gili

distributed its jewellery priced between Rs. 500 and Rs. 40,000 through lifestyle

and department stores across the country to increase accessibility among its target

segment ,the 15 to 30 age group.

Gili distributed its jewellery priced between Rs. 500 and Rs.40,000 through

lifestyle and department stores across the country to increase accessibility among

its target segment, the 15 to 30 age group.

The collection was promoted at college campuses with banners, pamphlets and a

few advertise men stargeted at teens. Gili soon realized that just pushing its product

was not enough; it also had to customize its products for special occasions.

Following this, it launched a Diamond Heart Collection specially designed for

Valentines Day.

This collection consisting of tiny, heart-shaped diamond jewellery was well

received by teens. Special packaging, catchy advertising and extensive press

coverage contributed to the success of the collection.

NAKSHATRA

A diamond is a symbol of power and beauty –a creation that captures the essence of

nature’s magical process through millions of years. The Indian jewellery market

has been transformed in much the same way by Nakshatra.

In less than a decade after launch, the brand has appropriated the physical values

of the diamond – its quality, brilliance and clarity – and made a deep impact on the

Indian psyche.

So stunning has this impact been that within one year of its debut Nakshatra had

registered a 93% top-of mind recall – surpassing every other diamond jewellery

brand by a long margin(Source: Global Tracking Study conducted by Research

International, January 2003).

This recall has also been reflected in the volumes Nakshatra had achieved.

Between2005and 2007 the brand grew eleven times. It has impacted the jewellery

trade in otherways, too.

More than 70% of jewellery retail outlets have reported that Nakshatra hasnot only

played a key role in generating overall diamond jewellery sales it has also helped

them increase their own sales of floral jewellery to people who had come asking for

Nakshatra.

The effort to promote Nakshatra has gained recognition from more thanjust the

retail trade.In 2003, the Nakshatra Utsav won the Best Trade Promotions award at

the McDowell’s Signature All India Promo Awards.

In 2007 the brand was given the Retail Jeweller Award for the Best TV Campaign

of the Year. The in-house design team at Nakshatra with its wide repertoire of

innovative designs, fresh ideas and novel concepts also won multiple honours

including the CK– New Delhi Gold Souk Design Award in 2006, the IIGJAward in

2007 and the Tahitian Pearl Awards in 2005 and 2007.

 

LOCAL DEALERS

Aastha JEWELLERS name that evokes history, quality and commitment. A

name that evokes exquisite fires that gold and diamond inspire the heart. The asttha

JEWELLERS have been providing with gold and diamond jewels for more than 5

decades. The Late Shri Tasrem Lal Talwar established a presence in Bhopal from

the year the city was founded in 1954. The showroom was first and the oldest.Their

fame for quality and being on the leading edge of fashion in 22 carat gold and

diamonds from all over India have been built on dedication to their clients

expectations.Their commitment and dedication towards their customers have made

them one of theleading jewelers in northern region.

 Shri JEWELLERS was founded in 1953 by Late Shri Wazir Chand

Khannaand his three sons. Their first showroom opened its doors to customers .

Now companies has, over the years, diversified intoseveral new areas. Khanna

jewelers India has been adding the magical sparkle ofdiamond, gold and platinum

jewellery to the lives of the jewellery connoisseur for over50 years. OTHERSThere

are many other local dealers for jewellery such as Champalal jewelers,

Mahaveerjewelers, Chawla jewelers etc. who are earning a good name in jewellery

market.Although they sell their own produced jewellery yet they have many

consumers whoprefer buying jewellery only from them. These dealers are preferred

by consumersbecause of their good quality products and strong personal relations

with consumers.

SECTOR PROFILE BRANDED VS. NON BRANDED

JEWELLERYBRANDED JEWELLERY NON BRANDED JEWELLERY

Name and reputation give a confidence to Customers can tailor make

jewellerythe consumer. according to their preferences.It comes with a written

lifetime gurantee, No written lifetime guarantee, trust is purely based on the

consumer.considering the emotional quotient of theconsumer.Excellent quality,

good selling policies andd Minimum efforts in packaging, finishing,backup

services for jewellery. sales and low advertising.Has a more contemporary, stylish

and Is usually bulky and traditional.classicoutlook, which easily segments

itselfamongthe traditional ones Available in multiple outlets Available only in

traditional jewellery outlets.

RESEARCH METHODOLOGY

Research is initiated by examining the secondary data to gain insight into the

problem.The primary data is evaluated on the basis of the analysis of the secondary

data.

TYPE OF RESEARCH:

Exploratory Research

Developing The Research Plan

The data for this research project would be collected through questionnaire. A

structured questionnaire would be framed as it is less time consuming, generates

specific and to the point information, easier to tabulate and interpret. More over

respondents prefer to give direct answers.

COLLECTION OF DATA

a) Secondary Data: It was collected from internal sources. The secondary data

was collected from the articles, newspapers, journals and internet.

b) Primary data: They were the main source of Primary data. The method of

collection of primary data would be direct personal interview through a

structured questionnaire.

SAMPLING PLAN :

Since it is not possible to study whole population, it is necessary to obtain

representative samples from the population to understand its characteristics.

VISION :

To be the most desirable jewellery brand for Indian customers specially

women’s.

MISSION :

We will continuously create wealth for all our stakeholders by transforming the

jewellery business and by being the gold standard design, shopping experience,

and ethical practices.

CONCLUSION :

We have concluded from the above study that the individuals are moving

towards brands rather than local retailers. Most of the population buys jewellery

frequently and the reason why people going for more of branded jewellery is the

certification of the jewellery. It is not that people are ignoring local retailers large

number of total population still demands local jewelers and the reason is the

reliability of the retailers. People generally don’t compare the prices between the

branded showroom and the local dealers. From the about the data we have

concluded that almost half of the population is satisfiedwith their retailers and

doesn’t want to change.

RECOMMENDATION :

From the above analysis we have come to the conclusion that the local

retailers should adopt the certification for the jewellery they are offering to the

consumers. They should also provide wide range of the product they are offering so

that they can capture larger share in the market. Branded retailers should focus on

reducing the cost and try to develop the trust factor with the consumers so that it

will help them to increase there sales.

LITERATURE REVIEW OF GEMS AND JEWELLERY

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

India, The growth in the purchasing parity of the middle class and surging income

levels have resulted in consumption growth of gems and jewellery by about 11

percent in the five years proceeding 2006-2007. it also contributes over 15 percent

of India’s total exports and provides employment to 1.3 million people directly and

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

diamonds. Gold jewellery forms around 80 per cent of the Indian jewellery market,

with the balance comprising fabricated studded jewellery that includes diamonds as

well as gemstone studded jewellery. India consumes nearly 800 tonnes of gold

accounting for about 20 per cent of the world gold consumption, of which nearly

600 tonnes goes into making jewellery. The Indian jewellery market, estimated to

be US$ 13.5 billion in fiscal 2006-07, accounts for 8.3 percent of world jewellery

sales, according to a study by KPMG. The industry is well supported by

Government policies and the banking sector --around50 banks provide nearly US$

3 billion credit to the Indian diamond industry. Inaddition, India is expected to have

a diamond bourse soon. India Advantage India is the world’s largest diamond

processing (cutting and polishing) country with an estimated 1 million processors

handling over 57 per cent of the world’s rough diamonds by value. According to

industry estimates, 11 out of 12 stones (diamonds) set in jewellery are cut and

polished in India. Processing is done on rough diamonds in full range of size sand

qualities, including stones larger than 10 carats.

In terms of carat, Indian share in this sector is about 80 per cent of the world

market. Employing over 90 per cent of the global diamond industry workforce,

India also accounts for 90 per cent of the volume of diamonds processed in the

world. Exports after making its mark in the world diamond processing Industry,

India is well on its way to becoming the leading global gems and jewellery hub.

India’s gems and jewellery industry is now on a high growth trajectory. Exports

from the industry fetched US$ 17.1 billion in 2006-07 against US$ 16.64

billionin2005-06, showing a growth of 26 per cent. While diamonds accounted for

64 percent of the total exports, gold jewellery accounted for 30.47 per cent, colored

gem stones and others accounted for 1.44 per cent and 1.04 per cent respectively

last year. Cut and polished diamond segment exports were US$ 10.90 billion, while

gold jewellery exports fetched US$ 5.21 billion last year. Coloured gemstone

exports yielded US$246.48 million last fiscal, against US$ 232.35 million in 2005-

06.The growth momentum has continued into the current fiscal. The gems and

jewellery export industry grew by a robust 27 per cent export during the first half of

the current fiscal at US$ 9.4 billion, as compared to US$ 7.4 billion in the

corresponding period of2006, according to the Gems and Jewellery Export

Promotion Council (GJEPC).The growth in diamond exports was 28 per cent, in

jewellery it was 21 per cent and in coloured gemstones, it was 22 per cent. The

major destinations for exports have been the US, UAE, Hong Kong, Belgium and

Israel. In fact, the US, UAE and Hong Kong together accounted for over 70 per

cent of the total exports in the previous fiscal year. Consumption The increasing

levels of disposable household income have resulted in record consumption levels

in the domestic market.

Percent during the first half of 2007 compared with the same period last year.

Jewellery demand increased to 387 tonnes from 227 tonnes during the period. Also,

gold consumption during the first six months of 2007 grew by 70 per cent to

528tonnes compared to 307 tonnes in the same period last year. India’s total gold

consumption in 2006 was slightly over 700 tonnes. While jewellery accounted

foraround73 per cent of gold demand, investments in the forms of coins and bars

accounted for the rest. According to the World Gold Council (WGC), India’s gold

consumption this year could infact cross the 1,000-tonne mark for the first time.

The booming domestic market along with export advantage of the industry and the

Governments 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.•

Swarovski, the global crystal goods manufacturer and marketer, is on an expansion

spree in India and hopes to achieve 5 to 10 per cent of its global turnover from the

country in the next 10 years. The company plans to set up 30stores by 2009, from

the current 13.•D’Damas India, part of one of the largest jewellery retail outlets in

the world, is adding 16 new stores to its present dozen stores in India.• Morgan

Stanley, Citigroup, Goldman Sachs and BSMA Ltd. collectively purchased a 7 per

cent stake in Gitanjali Gems for around US$ 27.8 million.• Goldman Sachs and

UBS Securities have acquired 6.28 per cent in Shrenuj & Coat around US$ 2.07

million and US$ 2 million, respectively.• Gemology Headquarters International

(GHI), a US-based gemological gradingand research laboratory, has opened its first

Indian branch at Opera House,Mumbai.

Reliance Retail is planning an aggressive entry into the jewellery retail

market throughits 400 to 500 jewellery retail outlets in the country. Looking Ahead

The booming economy along with the rapid increase in income levels is estimated

tofurther accelerate the growth of this industry. According to a KPMG study,

India’sgrowing importance in the global jewellery market is only expected to

increase in thefuture with total estimated jewellery sales of US$ 21 billion by 2010

and US$ 37 billionby 2015. Diamond jewellery consumption in India is also

estimated to jump by 78 percent in 2010.

BIBLIOGRAPHY :

The magazines and journals referred:

Solitaire International Web sources:

www.google.com

www.indiandata.com

www.valuenotes.com

QUESTIONNAIRE

NAME: ____________________________________________________________

ADDRESS:_________________________________________________________

PROFESSION: ______________________________________________________

MONTHLY INCOME: - □ 3 FIGURES □ 4FIGURES □ 5 FIGURES

Jewellery buying preference :

Local retailers or Brands

1. Do you wear jewellery?

□ Yes

□ No

2. How frequently do you make jewellery purchases?

□ Once in a long time

□ Once in a year

□ Whenever any occasion comes up

3. From where do you prefer purchasing jewellery ?

□ Local Dealers

□ Brands (Tanishq, D’d amas, etc.)

4. If brands, what are the factors responsible for this choice (one or

more)?

□ I can choose from a wide variety of designs

□ The quality of the products is excellent

□The stores are easily accessible as they have their outlets at many

places.

□ They provide good exchange offers.

□ the jewellery is certified.

5. If local retailers, what factors affect this decision (one or more)?

□ I can buy the products on credit .

□ The store is located near my house, and so is easily approachable.

□ The prices are negotiable, I do not have to buy at the M.R.P.

□ The products are comparatively priced low .

□ The retailer is very reliable as I have been dealing with him since a

long time.

6. From where did you get the knowledge of this store/ brand?

□ Schemes launched by the store.

□ Recommendations from Friends / Relatives.

□ Pamphlets distributed.

7. How long have you been making your purchases of jewellery from

this store/ brand?

□ I recently started visiting this store / brand.

□ From past 5 to 10 years

□ Since a very long time, almost always

.8. How satisfied are you with the jewellery you buy?

□ Very satisfied

□ Satisfied

□ neither satisfied nor dissatisfied

 □ Dissatisfied

□ Very dissatisfied

9. How important is the advertisement campaign followed by the

store to make you opt for it

□ Extremely important □ Very important

□ Somewhat important □ Not very important

□ Non at all important

10. Does the ambience and the services provided in the store affect

your purchase?

□ Very Significantly

□ Significantly

□ Partially

□ Neutral

□ Not At All Significant

11. Before making any jewellery purchases, do you compare

the designs and prices of the same between the branded showrooms

and the local dealers?

□ Always

□ Often

□ Sometimes

□ Rarely

. □ Never 12.

12. Do you plan to shift or change the source of purchasing

jewellery?

□ Yes

□ No

□ Maybe