Source: CBI Market Information Database – www.cbi.eu • Contact marketinfo@cbi.eu
• Publication date 30.11.2011
Performing ...
Performing a competitor analysis for jewellery
Source: CBI Market Information Database – www.cbi.eu • Contact marketinfo@c...
Performing a competitor analysis for jewellery
Source: CBI Market Information Database – www.cbi.eu • Contact marketinfo@c...
Performing a competitor analysis for jewellery
Source: CBI Market Information Database – www.cbi.eu • Contact marketinfo@c...
Performing a competitor analysis for jewellery
Source: CBI Market Information Database – www.cbi.eu • Contact marketinfo@c...
Volume : 3 | Issue : 4 | April 2014 ISSN - 2250-1991
29 | PARIPEX - INDIAN JOURNAL OF RESEARCH
Research Paper
A Study on C...
Volume : 3 | Issue : 4 | April 2014 ISSN - 2250-1991
30 | PARIPEX - INDIAN JOURNAL OF RESEARCH
buying jewellery or not. Ba...
Volume : 3 | Issue : 4 | April 2014 ISSN - 2250-1991
31 | PARIPEX - INDIAN JOURNAL OF RESEARCH
REFERENCES
1. ATkearney (20...
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© Euromonitor International
List of Contents and Tables
PERSONAL G...
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© Euromonitor International
Competitive Positioning..................
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Table 18  Sales of Jewellery by Distri...
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PERSONAL GOODS IN SWEDEN
EXECUTIVE SUM...
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was There A Global Economic Crisis?
Cu...
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Outlook
Future impact
Swedish Personal...
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Future impact
Modern Technology Affect...
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Fashion Causes Rapid Changes
Current i...
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Table 2 Sales of Personal Goods by Cat...
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Total 100.0 100.0 100.0 100.0
Source: ...
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© Euromonitor International
Source: Official statistics, trade ass...
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JEWELLERY IN SWEDEN
HEADLINES
 Over t...
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Rings and earrings appear to be gainin...
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Jewellery , , , , , ,
Source: Official...
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© Euromonitor International
Total 100.0 100.0 100.0 100.0
Source: ...
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© Euromonitor International
Table 17 Real Jewellery Brand Shares 2...
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Table 20 Forecast Sales of Jewellery b...
1 Julie Boadilla
JEWELLERY
INDUSTRY GUIDE
Updated January 2014
Small Business Help
Craft and Art (Small Business Help) [(B...
2 Julie Boadilla
Jewellery – BOP106 (Cobra, 2012) [available onsite via electronic sources]
Provides information about sta...
3 Julie Boadilla
Global Airport Retailing: Market Size, Retailer Strategies and Competitor Performance
(Verdict, 2012) [av...
4 Julie Boadilla
grocery outlets or the Internet. UK report includes new product launches and company and brand
share by s...
5 Julie Boadilla
Trade magazine for retailers, wholesalers and importers. Includes company and retailer profiles,
bestsell...
6 Julie Boadilla
The Crafts Council
Glossy review of important contemporary crafts people, reviews of exhibitions, details...
CONSUMER MARKETS
The global gems and jewellery industry
Vision 2015: Transforming for Growth
A GJEPC–KPMG report
The gems and jewellery industry is extremely global in nature-given
the geographic dispersion of the value chain - from mi...
Industry size, segments, and historical growth
The size of the global gems and jewellery industry is estimated at 146 bill...
3
Sale of jewellery is concentrated in eight key world markets, which corner more
than three fourth of the world’s sales. ...
4
• Jewellery retail: Increasing consumer sophistication, dwindling investment-
driven purchases, and competition from oth...
5
KPMG used the scenario analysis method for forecasting and modelling the
impact of each of these trends on the future of...
6
China and India together will emerge as a market equivalent to the U.S.market by
2015. The Middle East will surface as a...
7
• Mass jewellery fabricators
• Niche jewellery fabricators
• Several retail formats
The structure of the diamond-process...
8
Demand-supply trends will also exert a downward pressure on rough prices,
which would fall by 15-20 per cent to ensure t...
9
Aspirational view of the future
While a modelling of the realistic case showcases the most likely turn of events,
histor...
10
Develop demand for jewellery as a category
The biggest threat that the jewellery industry faces is from other luxury go...
11
Re-establish value proposition in developed markets: Stagnation in
developed markets must be dealt with through aggress...
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The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
The ultimate project on Jewellery all the data ever you wanted
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The ultimate project on Jewellery all the data ever you wanted

  1. 1. Source: CBI Market Information Database – www.cbi.eu • Contact marketinfo@cbi.eu • Publication date 30.11.2011 Performing a competitor analysis for jewellery Look at your competition and learn from them. Your competitors are the existing suppliers of your potential consumers. Try to identify your main competitors in your priority countries. What are their strengths and weaknesses? Which strategic moves are they likely to make in response to the opportunities and threats presented by the market? Why conduct a competitor analysis? Understanding your competitors is an essential pre-requisite to exporting. Understanding the strengths and weaknesses of your current and potential competitors helps you to appreciate your own strengths and weaknesses, as well as your own best opportunities and greatest threats. Many companies only undertake this analysis on an ad hoc or unstructured basis. It is recommended that a proper systematic competitor analysis is carried out, rather than relying on informal assumptions, impressions and instincts. A competitor analysis can provide an understanding of your competitors’ current strategies, but more importantly provide an insight into their likely future strategy. It will also help you develop your own strategy that gives you a competitive advantage. You can also estimate how competitors will respond to your future new product or pricing activity. How do you conduct a competitor analysis? Where are they from? Remember that competitors can come from anywhere. They not only include those domestic companies in your selected countries, but also those from other developing countries, including your own country, and from other (Eastern) EU countries. How many competitors? You may think that having many competitors may make your task more difficult. That would depend. The quality of your competition (how well established are they with customers, how close are their relationships with key trade customers etc) is more important than the number of competitors. Who are they? A list of names and addresses is not sufficient. You need to find out whether they are owned by another parent company and a whole list of other information on each actual and potential competitor including: • What is their profile and marketing strategy? For example, what are the company’s size, turnover, organisational structure, consumer profiles, jewellery collection (USP), brand strategy, market share, are they generalists or specialists, their price level, profitability, distribution channels used and promotion strategy. • What threats do they pose? For example, do they possess technical skills, special styling or design ability, can they offer jewellery at low price levels? Do they have advantages in production capacity, (natural) resources or use of particular (recycled) materials?
  2. 2. Performing a competitor analysis for jewellery Source: CBI Market Information Database – www.cbi.eu • Contact marketinfo@cbi.eu • Publication date 30.11.2011 • What are their company objectives? For example, in case of a developing country, are they helping producers in their country in a sustainable way? What is their vision or philosophy? • What are their export marketing objectives? Are they likely to diversify into other markets or other product groups, or are they likely to be thinking about taking over other competitors to increase their market presence? • What strategies are they pursuing and how successful are they? For example, are they pursuing long-term or short-term goals? Are they more interested in market share or technological leadership, or just short-term financial gain? • What are their strengths and weaknesses? • How is each competitor likely to respond to your own business actions? How do you find the information? There are many ways to find information on competitors. The most thorough investigation will consist of using a combination of sources. • Published data includes information you can find through the trade directories, company’s annual report and brochures, trade press releases and articles or analyst reports. • Field data includes information on the competitor company that requires more investigation, such as looking for their price lists, catalogues, advertising campaigns or promotional activity. • Opportunistic data requires most planning and organisation, much of which is 'anecdotal', coming from discussions with suppliers, customers or previous management of competitors. This will include discussions at trade shows, sales meetings, conferences, discussions with shared distributors, previous employees and social contacts with competitors. An example of a competitor analysis in the jewellery sector This is an illustration of how to carry out a competitor analysis, using an imaginary company called Beads Eye Concepts BEC wants to target pre-teens and teens in the Spanish and Portuguese markets as offering good prospects for lucky charm jewellery. They primarily would target those girls and boys who are attracted to ‘adventure’ or to ‘wildlife in Africa’ but still want to be ‘protected’. Beads eye bracelets are a popular gift items and are meant to ward off all evil eyes from its wearer. Some people believe that it protects against negative energies, such as anger, hatred, fear, jealousy and other such evil energies. BEC found out that celebrities such as Cameron Diaz, Brad Pitt, Sharon Stone, Richard Gere, Madonna, Britney Spears and Demi Moore wear evil eye bracelets or an evil eye necklace. Beads Eye Concepts (BEC) specialises in jewellery with eye beads and is based in Angola. They have 2 own workshops for silver and copper jewellery and source most of their eye beads from Mauretania. They have one designer who creates jewellery collections that use different combinations of eye beads, silver (charms), copper, terracotta beads, shelves and recycled material. Most of their jewellery consists of neckwear, bracelets and hair accessories that are assembled by women in 20 villages in the area of the Kongo people (meaning ‘hunter’). An important objective of BEC is to create sustainable opportunities for women in the Atlantic Coast area of Angola. Now that their production capacity and export marketing know-how has improved, they look for an expansion into the EU market.
  3. 3. Performing a competitor analysis for jewellery Source: CBI Market Information Database – www.cbi.eu • Contact marketinfo@cbi.eu • Publication date 30.11.2011 The competitor analysis process would take the following steps: Determine your research objective. This would be to find out who your main competitors are in the Spanish market, what their market share is and how they operate. Classify your competitors. Each competitor is different. Your competitors will not only be manufacturers or exporters of silver jewellery from Angola, they will also be exporters of silver jewellery from other developing countries, other EU countries or domestic Spanish producers. You may already be aware that many eye beads are made in Mauretania and Mali as well as in Greece and Turkey that have a long-established reputation in eye bead production and are closer to the EU market. Your competitors could also be manufacturers or exporters targeting Spanish teens with jewellery collections made of silver, titanium, copper or plain metal with glass beads, ‘troll beads’ (replaceable beads from Denmark), Swarovski crystals or with semi-precious stones. Find the information. BEC needs to carry out a combination of desk and field research. CBI market research reports on jewellery may show the leading supplying countries, names of leading manufacturers in Spain and leading retailers. • Using Eurostat statistics, analysis of leading importers shows that 25-30% of all silver jewellery imports are intra-EU, and the majority come from Thailand, India and China. While Mexico, Indonesia, Turkey, Mauritius, Sri Lanka and Nepal were other important developing country suppliers. Spain also imported some silver jewellery from Niger. While the majority of imitation jewellery with parts of glass comes from Austria with China, India, Thailand being the main developing country suppliers, and to a lesser extent, Morocco, Philippines, Tunisia and Indonesia. • Analysis of Spanish production shows a considerable amount of production of silver jewellery with (semi-) precious stones and costume jewellery. However, as Spain was badly affected by the recession, there is a trend towards production of innovative silver jewellery with lower cost alternatives for stones such as colourful beads. • After identifying the source countries, further investigation is required to find out the names of the leading competitor manufacturers from those countries. Approach the leading sources. As you are interested in the Spanish market, you need to identify the main players on the market. Key sources include: • The leading trade shows are the Iberjoya and Bisutex – http://www.iberjoya.es and http://www.ifema.es – which take place twice a year in January and September. Both shows produce a catalogue that identifies exhibitors by type of product. • The leading Spanish manufacturers offering jewellery at an affordable price: Luxenter (http://www.luxenter.com) that makes jewellery with stones using material from Africa. Or, Majorica (http://www.majorica.com) being a leading manufacturer of costume jewellery. Other important Spanish brands are Tous, Belen Bajo and Lola Casademunt. • Other useful links to potential competitors are Fashion from Spain - http://www.fashionfromspain.com – which includes a directory of jewellery companies. This site also gives examples of joint developments of jewellery collections with stones between Spanish fashion designers e.g. Angel Schlesser and jewellers e.g. Le Cado. • The Association of Spanish Jewellers and Watchmakers at http://www.iberjoya.es or the Spanish jewellery exporters Association at http://www.joyex.com, which features good links to other organisations. • The main Spanish jewellery trade press – http://www.grupoduplex.com – with the magazines ‘Arte y Joya’ and ‘Jewellery Duplex’, which for example includes an article about the latest colours in stones and beads. • Look at websites of the main Spanish retailer El Corte Inglés, International accessory
  4. 4. Performing a competitor analysis for jewellery Source: CBI Market Information Database – www.cbi.eu • Contact marketinfo@cbi.eu • Publication date 30.11.2011 chains such as Claire’s, Accessorize, Bijoux Brigitte, Swarovski, Agatha as well as online sellers Joyeria Virtual (http://www.joyeriavirtual.net), Bolsos y Accesorios (http://lilianaesquivia.com/bolsos/index.html) and Equipaje BCN (http://www.equipajebcn.com). • You may be interested in niche competitors. For example, in the fair trade segment, Alternativa3 – http://www.alternativa3.com – is an organisation that imports and distributes several products, including jewellery, within Spain from groups of artisans and producers in developing countries. It features a list of its suppliers. • Look at Spanish consumer magazines (jewellery, fashion, glamour, leisure, music) targeted at teens and try to identify competitors. Also check the most important fashion magazines such as Punt&Moda, Elle Espagna, Cosmopolitan, Marie Claire Espagna, Revista Atelier etc.. Analyse your list of competitors. Being an exporter from Beads Eyes Concepts you have contacted the main sources. Next, try to make a shortlist of your main competitors and compile as much relevant information about them as possible. See CBI’s manual Your guide to market research - Your Research Practice (Part 2) and Export Marketing Planner for more information. You can do this by: • Looking at their websites, sending off for their brochures. • Finding out about them from industry sources (industry associations ) or via trade fairs. • What other material do they use in their bracelets or neckwear (e.g. silver, copper, fibres, leather etc...), which design, patterns, symbols or style do they use? • Who is their main target group? • Trying to work out their sales plans by analysing beaded bracelets ranges, pricing and distribution strategy (via importer, direct to e.g. El Corte Inglés, or via online clothing sellers). How do they compare with your own plans? • Think about how to differentiate with your eye-bead bracelet designs from the competition: evoking sympathy, ethic patterns from Angola or funky design? • How are bead-eye bracelets promoted to Spanish consumers, for example is it related to a special event? How often promotions are done for jewellery in general? Any seasonal pattern? • Trying to anticipate how they might react to your market entry (would they decrease their prices? Would they increase their range? Would they broaden their distribution? A possible result for Beads Eye Concepts could be that the Spanish beaded jewellery market is dominated by companies from China, Turkey, North African countries or EU countries (e.g. Denmark) offering wide ranges of colourful beaded printed jewellery at retail prices between € 10 and € 50. Main channels are the accessory chains and El Corte Inglés. Internet sales of jewellery is growing fast. Competitors mainly target younger consumers who regard price, design and fashion colours most important. There are a few other Angolan companies operating in Spain but they sell also fashion accessories. So, Beads Eye Concepts could focus on middle-aged people in Spain or travellers who still regard the ‘protection’ element to be more important than price. They can be reached direct by Internet sellers. Partnership For many exporters managing partnerships has been essential to successfully entering export markets. Individual producers and exporters often lack the economies of scale to sell products directly to retailers in the EU in order to compete with well-established competitors that have already established networks.
  5. 5. Performing a competitor analysis for jewellery Source: CBI Market Information Database – www.cbi.eu • Contact marketinfo@cbi.eu • Publication date 30.11.2011 Within many DCs there are agencies promoting export cooperation between different producers and/or exporters. As a producer wishing to export to the EU it is important to evaluate possible cooperation, seek new partners and to use existing support organisations, for example joining forces with other Angolan jewellery or fashion accessory makers. The importance of partnerships. • To improve your potential transaction size • To improve your bargaining power • To extend your product range • To minimise risk and improve service • To reduce costs for shipping, storage, quality control, presence in foreign markets via shared endeavours • To benefit from shared promotion, product development and other innovation • To share knowledge on issues such as certification of special legislation (see example above). This survey was compiled by Searce in cooperation with Mart Krijger Disclaimer CBI market information tool: http://www.cbi.eu/disclaimer
  6. 6. Volume : 3 | Issue : 4 | April 2014 ISSN - 2250-1991 29 | PARIPEX - INDIAN JOURNAL OF RESEARCH Research Paper A Study on Consumer Awareness About Gold Jewellery in Tamil Nadu Commerce P. ANBUMANI Ph.D Research Scholar, Department of Commerce, Annamalai University, Annamalai Nagar -608002, Chidambaram, Tamil Nadu. DR.V.SUNDAR Associate Professor, Department of Commerce, Annamalai Uni- versity, Annamalai Nagar – 608002, Chidambaram, Tamil Nadu. KEYWORDS Gold jewellery, Consumer Awareness, Karat, Karat Meter, Hallmark, Branded Jewellery, BIS ABSTRACT Indian Jewellery market is the largest market in the world next to China. Indian consumers are buying gold jewellery mainly for the wedding ceremony. Indian wedding generates 50 percent of the world annual gold demand. Over the next two decades, 15million weddings to be arranged. Therefore, there is a high demand for gold jewellery in India. Consumers are buying gold jewellery for all occasion. But, it is important to know whether, they are fully aware about gold purity/ fineness, market price of gold, making charges, wastages charges, and fineness/ hallmark certificate issued by Bureau of Indian Standards. Many buyers are still buying gold jewellery from non-branded stores, and not insisting purchase bill for their transactions. Many gold jewellers are not ready to buy back the gold jewellery sold buy them. This shows a lack of awareness among the consumers of gold jewellery in India. Hence, the purpose of the article is to analyze the consumers awareness about gold jewellery in the select districts of Tamil Nadu. Introduction China and India is the largest market for gold jewellery in the world. Approximately 3000 tones of gold produced in the world, of which approximately 750-800 tonnes of gold have been imported by India every year. However, the government of India has been taking steps to reduce the current account deficit and control the import the gold, but current account deficit and import of gold are not reducing. In the gold mar- ket, around 80 percent of the gold import, used for gold jewellery fabrication, and 15 percent for investment demand, barely 5 percent is for industrial use. Jewellery industry is a great industry; it is giving directly em- ployment to 2.5 million and contributed to INR 99,000 crore as value addition to the economy. The gems and jewellery industry is one of the highest contributors to Indian econo- my, highest contributor to export(INR 227,000 crore – 2012- 2013).[1] Further, many branded and non- branded jewellery stores are targeting the jewellery consumers and selling jewel- lery worth crores and crores of Indian rupee every year. Indians are fond of gold jewellery from the ancient period. Out of the total sales every year 20 percent have been pur- chased by northern states, 15 percent by eastern states, 30 percent by western states, and the maximum 35 percent by Kerala, Karnataka, Andhra Pradesh and Tamil Nadu, states which are actively buying gold jewellery every day. Major con- tribution in sales by southern states of India. Consumers are buying gold jewellery mainly for wedding. Apart from this, across the country regional festivals are celebrated with gold: in south Akshaya Trithiya, Pongal, Onam and Ugadi, in the east Durga Puja, in the west Gudi Pavda, in the north(1) Baisa- ki and Karva Chauth. Gifting gold is deeply ingrained part of marriage rituals in Indian society. Weddings in India generate approximately 50 percent of annual gold demand, and over the next two decades 15 million marriages are to be celebrat- ed. There are many jewellery stores in India. The jewellery stores are selling gold jewellery in different karat. Karat means, noti- fying the purity/ fineness of gold.( not – carat: carat is relating to diamond as measuring of weight). Pure is gold is 100 per- cent gold and is called as 24 karat gold or 24k gold. This 24K gold is so soft, and it cannot be used for any jewellery making purpose. Hence making it bit hard some other metals such as, copper, silver or cadmium etc., to be added to it. Based on adding other metals of gold purity of gold changes from 24K , 22K,18K, or 14K. Below table shows the details of the same. Table 1: Purity/ fineness of Gold 24K gold 100% pure + 0% other metals 23K gold 95.8% pure +4.2 % other metals 22K gold 91.6% pure + 8.4% other metals 21K gold 87.5%pure +12.5% other metals 18K gold 75% pure + 25% other metals 17K gold 70.8%pure +29.2% other metals 14K gold 58.5% pure+ 41.5% other metals 12K gold 50% pure+50% other metals 9K gold 37.5% pure +62.5% other metals Source: www.bis.org.in Further, the purity of gold is certified by Bureau of Indian Standards(BIS). This is called hallmark of BIS. If the jewellery bears the hallmark symbol over it, it shows the purity of gold. Hence, purity of gold is important for the buyers of gold jew- ellery when they buy. Further, fineness/ purity is a major de- terminant in the price fixation of gold. The price of the gold jewellery is fixed in the following manner. Actual weight of gold and its purity(K) ……..Rs.XXX Add: Wastage charges (8% to 25%)………....Rs.XXX Add: Making charges (labour charge)……….Rs.XXX Add: Value Added Tax………………………Rs.XXX …………………………………… Selling price of gold Ornament Rs.XXXX …………………………………… The above details show the cost of making and selling price. However, in practice, not all jewellery stores, but many stores not following ethics in their business. The purpose of the re- search article is to analyze the awareness of the buyers about gold jewellery, whether they aware of all these this before
  7. 7. Volume : 3 | Issue : 4 | April 2014 ISSN - 2250-1991 30 | PARIPEX - INDIAN JOURNAL OF RESEARCH buying jewellery or not. Based on the above the researcher decided to undertake the study. Statement of the Problem The Consumer movement is as old as commerce and trade in India. But consumer awareness is not improved even after many years. According to the report prepared by CUTS, inter- national, only 20 percent of the consumers know about the Consumer Protection Act, and who has heard about consumer rights is just 42 percent only. Right to information is one of the rights of the consumers according to the law. Therefore, all necessary information to be given to the consumer about the goods and services they acquire. All necessary information to be provided for all products hence, jewellery has exception. The necessary information like, right purity of gold, hallmark symbol, correct weight, correct color, the correct percentage of wastage, and making charges. But many of the buyers are unaware of karat, wastage, making charges, whether it is branded or non-branded. It is not an excuse, hence; it is the responsibility of the buyers of gold jewellery, to make neces- sary enquiry about the purity of the gold, right weight, mak- ing charges, wastage, color of gold, hallmark, makers mark, either stone value has been deducted while buying stone studded gold jewellery from the original gold value or not. Further, some jewelers are not ready to buy the jewellery sold by them to the consumers. All these are the subject matter warranting enquiry, and this has prompted the researcher to carry out a micro level study on awareness about gold jewel- lery in Tamil Nadu. Objective of the Study The objective of the present research paper is to examine the consumer awareness about gold jewellery in the select districts of Tamil Nadu. Data Source The data source for the study is primarily based on the pri- mary data collected from 600 respondents from the select dis- tricts of Tamil Nadu. Sampling technique and Methodology Simple random sampling method has been adopted for the study. Since the population universe is very large, this meth- od has been used. In the first stage twelve districts of Tamil Nadu, viz., Chennai, Coimbatore, Erode, Madurai, Nagapa- ttinam, Ramanathapuram, Salem, Thanjavur, Tiruchirappalli, Dindigul, Tirunelveli and Thiruvarur districts have been select- ed at random. Out of these 12 districts, fifty respondents have been chosen at random from each district, (12´50=600) and a pre-tested interview schedule has been administered to the respondents, and their responses recorded. Analysis and Discussion The main aim of the study is to ascertain the awareness of consumer towards gold jewellery in the study area. The re- searcher used both optional and bipolar type of questions to ascertain the awareness level of gold jewellery buyers. In this context, the researcher used simple percentage analysis to de- scribe and measure the awareness level of gold jewellery buy- ers. Table 2 Factors responsible for buying gold jewellery S.No Particulars Variables Frequency Percentage 1 Type of gold jewellery wish to buy Man – made Machine made 399 201 66.5 33.5 2 Awareness on man - made gold jewellery More weight Limited design Price comparatively less Luck of hand 131 96 65 107 32.8 24.1 16.3 26.8 3 Awareness on machine made gold jewellery Less weight Confirm pure quality More design Status 41 57 94 09 20.4 28.4 46.8 4.5 4 Frequency of advertisement watched Once Twice Thrice Many times 57 37 31 475 9.5 6.2 5.2 79.2 5 Commercial advertisement in gold jewellery shops Lalitha jewellery Kalyan jewellery Jos – alukkas Joy – alukkas Thangamayil Khazana jewellery 63 300 144 29 20 44 10.5 50.0 24.0 4.8 3.3 7.3 Source: Primary Data The above table shows the factors responsible