List of the table</li></li></ul><li>Design of the study<br /><ul><li>Introduction to the study: Society is a diversified in all aspects. We see this among consumers, marketers, producers and even among consumer behaviour from theoretical aspects.
The study of consumer behaviour enables marketer to predict consumer behaviour in the market; it also produces under standing of the role that consumption has in the lives of individualss</li></li></ul><li>ContD……………<br /><ul><li>Consumer behaviour has become an integral part of strategic market planning. The belief that ethics and responsibility should also be integral components of every marketing concept, which calls on marketer to fulfil the needs of their target market in ways that improve society as a whole.
Consumer research is the methodology used to study consumer behaviour.</li></li></ul><li>objective<br /><ul><li>To analyze the bheviour of customer malabar gold.
To know the motivating factors of consumers in purchasing products of Malabar Gold.
To know how brand preference is formed in purchasing Malabar Gold’s ornaments among consumers.
To analyse marketing strategies of Malabar Gold.</li></li></ul><li><ul><li>To analyse marketing strategies of Malabar Gold.
To ascertain the level of brand loyalty and brand image associated by consumer with a brand name ‘Malabar Gold’ and the reason for this.
To measure the level of satisfaction of customers of Malabar Gold.
To study the consumer perception towards Malabar Gold.</li></li></ul><li>Statement of problem<br /><ul><li>Launched new outlets
How effective has the company’s marketing strategy of low making charge, with offering a whole lot of unique features provided in the market.</li></li></ul><li>Methodology for data collection<br /><ul><li>Source of data:
There are broadly two types of data available to a researcher. They are;
sampling </li></li></ul><li>Limitation of the study<br /><ul><li>Time limitation for compelling the project.
The data obtained in some cases may be biased.
Difficulty in communication within the city while conducting the surve
The information obtained from the consumers based on questionnaires was assumed to be factual.</li></ul> <br /><ul><li>Since the survey is based on sampling method, it does not disclose the character of the entire customers.
Factor influencess</li></li></ul><li>Gold industry in india<br /><ul><li>India is the largest consumer of gold in the world followed by China and Japan.
India is emerging as world’s largest trading centre of gold with a target of US$18 bn set for 2011.
India dominates the world’s cut and polished diamonds (CPD) market.</li></li></ul><li>ContD………<br /><ul><li>In value terms, the country accounts for approximately 55% of global polished diamond market and nearly 9% of the jewellery market.
Surat contributes 90% of India’s total diamond exports.
India’s domestics branded jewellery market is estimated at Rs 600-700 crores.
There are 13 bullion importing bank in India.</li></li></ul><li>Malabar gold<br /><ul><li>Introduction
Availability of well trained professional sales executive.</li></li></ul><li>Mission of the organization<br /><ul><li>To provide employment opportunity to educated people.</li></ul> <br /><ul><li>To training to unskilled persons.
To provide employment to persons from rural area.</li></ul> <br /><ul><li>To provide good quality products at reasonable price.
To give customers the best value for their money.
To provide good working conditions.</li></li></ul><li>Details of malabar collection<br /><ul><li>The exclusive collection Malabar gold include:
World class designer jewellery from Italy, Turkey, Korea, Bahrain and Singapore.
Traditional jewelleries from Karnataka and Kerala.
Findings and suggestions<br /><ul><li>Most of the respondents are females.
Customers of Malabar Gold are mainly from upper class and upper middle class families.
Most of the purchasers of Malabar Gold are mainly youngsters.
Malabar Gold has got large no. of gold ornaments customers.
Only a few customers are not aware of products other then gold available in Malabar Gold.
The making charges of Malabar Gold are satisfactory according to the respondents.
Television is the advertising media through which large no. of customers came to know about Malabar Gold.
Factors like company image, quality, advertisement, collections have equally influenced the purchase.</li></li></ul><li>suggestion<br /><ul><li>Malabar Gold customers are business people and have high income, so it should be better to frame promotion programs targeting the lower class people.
With regard to advertising, the company should focus on persuasive advertising highlighting the unique feature and benefits of their products.
Only a few customers had purchased watch, diamonds and platinum ornaments, so a special attention should be paid in these areas.
Among the service facilities, respondents suggest to improve parking facility.
More advertisement should be made in media other than television.
Steps should be taken to attract more male customers.</li></li></ul><li>conclusion<br /><ul><li>To conclude the overall responses of the customers of Malabar Gold is good. The overall performances in all areas are satisfactory.</li></ul> <br /><ul><li>During the study it was found that the following factors such as making charges, salesman responsiveness, ornaments designs, price etc. has satisfactorily influenced consumer behaviour.</li></ul> <br /><ul><li>Further, there is some kind of promotion activities required to hold the present customers and make new customers.</li></li></ul><li>references<br /><ul><li>Marketing Management – Kotler & Keller