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  • 1. Project Report On “Buying behaviour of gold with regards to Tanisq ”SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT OF P.G.D.M. PROGRAM Submitted To: Professor Devang Desai Submitted By: Jay Desai (28) Grishma Tandel (20) Jairaj Tailor (27) Rohan Shahi (49) 2nd Year P.G.D.M. (3rd Semester) G.I.D.C. Rofel Business School, Vapi. Academic Year: 2009-2010
  • 2. Buying behaviour of Gold Submission On: 20th November, 2009 DECLARATIONMarketing Research GIDC ROFEL Business School Page 2
  • 3. Buying behaviour of GoldThis project report entitled study of customer’s perception hasbeen submitted to G.I.D.C Rofel Business School, Vapi inpartial fulfilment of P.G.D.M. Degree. Here by we, undersignthat this project report has been completed by us under theguidance of Professor Devang Desai (Faculty: MarketingResearch, G.I.D.C. Rofel Business School, Vapi)Study of this Project Report is entirely result of our own effortsand research is original in nature. This Project Report is notsubmitted either in part or whole to any other institute for anyother degree.Place: VapiDate: 20th November, 2009 Grishma Tandel Jairaj tailorMarketing Research GIDC ROFEL Business School Page 3
  • 4. Buying behaviour of Gold Jay Desai Rohan ShahiMarketing Research GIDC ROFEL Business School Page 4
  • 5. Buying behaviour of Gold ACKNOWLEDGEMENTWe would like to express our gratitude to: (i) Professor Devang Desai, for giving us a chance to learn things in a practical and innovative way, and gain some experience for the same. We would also like to thank her for all her support and to encourage us and motivate us to learn new things and in different ways. (ii) The group members for showing their co-ordination for the project.We are greatly thankful to all the advisors who helped usknowingly and for giving information and interest in report.Marketing Research GIDC ROFEL Business School Page 5
  • 6. Buying behaviour of Gold Thanking You, Grishma Tandel Jairaj tailor Jay Desai Rohan ShahiMarketing Research GIDC ROFEL Business School Page 6
  • 7. Buying behaviour of Gold ITENARY FExecutive Summary FIntroduction i) Tanishq profile FAbout The Research i) Purpose Of The ResearchMarketing Research GIDC ROFEL Business School Page 7
  • 8. Buying behaviour of Gold ii) Problem Of The Research iii) Objective Of The Research iv) Limitations Of The Research v) Significance Of The Research FSample i) Sampling Frame ii) Sampling Unit iii) Sample Size iv) Sample Size Selection F Research Methodology i) Research Tools a) Exploratory Research • Questionnaire Survey a) Descriptive Research FDetailed Findings FConclusion FRecommendation & Conclusion FBibliographyMarketing Research GIDC ROFEL Business School Page 8
  • 9. Buying behaviour of Gold EXECUTIVE SUMMARYMarketing Research GIDC ROFEL Business School Page 9
  • 10. Buying behaviour of Gold INTRODUCTIONMarketing Research GIDC ROFEL Business School Page 10
  • 11. Buying behaviour of GoldTANISHQ PROFILEEvolution of TanishqTitan came into existence in July 1984, when the Tata Groupjoined hands with the Tamil Nadu Industrial DevelopmentCorporation (TIDCO) to make a foray into the watch industry.Titan started manufacturing jewellery watches and jewellery in1994. It set up its fully integrated Rs. 400 million-jewelleryplant in Hosur. The plant had the capacity to manufacture fourtonnes of gold in a year. Titan launched these products underthe brand name of Tanishq, in 1995. The name Tanishq, ablend of two words, tan (body) and ishq (love), was coinedby Xerxes Desai, the Vice-Chairman and Managing Director ofTitan.To change its image from a watch manufacturer to a fashionaccessories manufacturer, Titan was renamed Titan IndustriesLtd. in 1995. Titan scaled the capacity of its Hosur plant to4.18 million units in 1996 to meet the domestic andinternational demand. From the late 1990s, Titanscommitment to the jewellery business increased.When Titan launched Tanishq in 1995, the jewellery industry inIndia valued at Rs 40,000 crore was mostly unorganized, witharound 3.5 lakh players. Before 1992, only the Metal andMineral Trading Corporation and the State Bank of India wereallowed to import gold. In 1992, as part of economicliberalization, the government abolished the Gold Control ActMarketing Research GIDC ROFEL Business School Page 11
  • 12. Buying behaviour of Goldof 1962, allowing free import of gold. In 1993, privatecompanies were allowed to enter the hitherto restrictedgold and diamond mining industry. Foreign investors wereallowed to hold up to 50% equity in mining ventures.Marketing Research GIDC ROFEL Business School Page 12
  • 13. Buying behaviour of Gold Growth of TanishqRevenue in million RupeesMarketing Research GIDC ROFEL Business School Page 13
  • 14. Buying behaviour of Gold SWOT ANALYSISSTRENGTH OPPORTUNITIES Purity (karat meter) Global markets Distribution network and Low cost jewellery retailing store Customized jewellery Award winning designs designs Diversity in jewellery Concentrate on Gen-X by gold/diamond/platinum having trendy jewellery Competitive prices Expand retail storesWEAKNESS THREATS Capture Rs 70,000-crore Competition Escalated gold costs lower Lack of Skilled workers margins Gold not seen as s source of investment. (Luxury is needed).Marketing Research GIDC ROFEL Business School Page 14
  • 15. Buying behaviour of GoldPurity of jwellrey through karat meter is still the sign of totalpurity.Distribution network and retailing store are in place for thecompany with130 stores countrywide. Mind boggling/award winning designshave comefor the company. Diversity in jewellery gold/diamond/platinumenhancesthe product range of the company. We also have competitiveprices forthe entire product ranges as compared to the competitors.• WeaknessesCapture Rs 70,000-crore Indian jewellery market. Tanishqcomprises asmall share of the overall Rs 70,000-crore Indian jewellerymarket andhence it needs to increase its market share in this hugeindustry. Escalatedgold costs has caused lower margins is to push sales as muchas possible.Marketing Research GIDC ROFEL Business School Page 15
  • 16. Buying behaviour of Gold• OpportunitiesGlobal markets like USA needs to be looked at. Low cost andeasy towear jewellery should be further promoted. Customizedjewellery designsshould provided to the customers. Concentrate on Gen-X byhavingtrendy jewellery. Expand retail stores in India to furtherincrease reach.• ThreatsCompetition from local jewellers all over India. Lack of Skilledworkersin jewellery industry. Gold is no longer seen as source ofinvestment.People are more concerned about design and luxury.Marketing Research GIDC ROFEL Business School Page 16
  • 17. Buying behaviour of Gold Three Major Products Of Tanishq In GOLD  Zoya Secrets of the Egyptian pharaohs masked with the mystery of the comos; Oriental art embellished with occidental architecture  Fashion Earrings  The Fashion earring collection; has a ranged of over 300 exclusive designs  Wedding Collection  The bride blushesMarketing Research GIDC ROFEL Business School Page 17
  • 18. Buying behaviour of GoldMarketing Research GIDC ROFEL Business School Page 18
  • 19. Buying behaviour of Gold ABOUT THE RESEARCHTHE PURPOSE OF THE RESEARCHThe basic purpose of this research is to find the buyingbehaviour of people of vapi toward gold.Marketing Research GIDC ROFEL Business School Page 19
  • 20. Buying behaviour of GoldPROBLEMMarketing Research GIDC ROFEL Business School Page 20
  • 21. Buying behaviour of GoldTo find out problem is the first stage of the research process.It represents translating the management problem intoresearch problem. It is right said, “A problem well defined ishalf – solved.”Tanishq is one of the store who provides branded gold & havebrand name.Inspite of product quality , services tanishq provides why dostill prefer buying gold from local retailers..Marketing Research GIDC ROFEL Business School Page 21
  • 22. Buying behaviour of GoldOBJECTIVESThe objectives of the study are as follows: 1) The objective of study was to find the actual reason why people are not going to Tanishq 2) To find what they like & dislike about Tanishq. 3) On the basis of in depth interview we got 6 criteria in which we could measure the attitude of people towards Tanishq.Marketing Research GIDC ROFEL Business School Page 22
  • 23. Buying behaviour of GoldLimitations  The survey was conducted within the limited time frame; so few shortcoming may be expected.  The respondent’s personal bias may be another factor, which is uncontrollable.  The finding of the survey is strictly based on the responses of the respondents. It is difficult to find the euthenics be true, so we are assuming them to be true.  It was very difficult to explain the respondents about how to fill the questionnaire & it took time for data collection.HypothesisMarketing Research GIDC ROFEL Business School Page 23
  • 24. Buying behaviour of Gold a) Price doesnot affect the buying of gold. b) Quality of gold does not effect the buying of gold c) Service does not effect the buying of gold d) Pattern does not effect buying of gold e) Location of store does not effect buying behavior of gold. f) Ambiance of store effect buying behavior of gold.Marketing Research GIDC ROFEL Business School Page 24
  • 25. Buying behaviour of GoldVIEW ABOUT THE TOPICSAMPLESampling Frame:Marketing Research GIDC ROFEL Business School Page 25
  • 26. Buying behaviour of Gold A Sampling frame consists of a list of item from which the sample is to be drawn. The sample frame for this research constitutes all the customers who have visited Tanishq store for purchasing gold.Sampling Unit: A decision has to be taken concerning a sampling unit before selecting sample sampling unit may be a geographical one, a construction unit, a social unit or it may be an individual. The sample unit for this research constitutes the organization that is Tanishq only dealer in vapiSample Size:Marketing Research GIDC ROFEL Business School Page 26
  • 27. Buying behaviour of Gold The sample size of our research was 150 butonly 121 people have visited tanishq store.Sample Size Selection: sample size was selected on thebasis of the 3 factors. a) It was difficult to locate the customer who have visited to tanishq. b) The respondents were not much educated so it was difficult to make them understand about the questionnaire. c) People were not easily available outside Tanishq.Marketing Research GIDC ROFEL Business School Page 27
  • 28. Buying behaviour of Gold RESEARCH METHODOLOGYResearch Tools:Marketing Research GIDC ROFEL Business School Page 28
  • 29. Buying behaviour of Gold The research tool used for this research isPRIMARY DATA In primary data the following research designis being followed: i) Exploratory Research: Questionnaire Survey (Sample Size – 150) ii) Descriptive Research: On the basis of the questionnaire survey, the analysis is done in order to find out the reason why people are not visiting TanishqWe have used 2 types of reaserch design they are a) Exploratory research b) Descriptive researchMarketing Research GIDC ROFEL Business School Page 29
  • 30. Buying behaviour of GoldExploratary research because we were not knowing the actualproblem faced by tanishq. So for that we did an Indepthinterview of 3 person to find what are the major findings &difficulties are faced by them.We did Interview of a) Mr Bhaskar who is the senior sales manger of tanishq of south Gujarat region.In the interview we asked him diifrent question regarding thesales & their way of operation & different aspects abouttanishqFrom the answers given by Mr Bhaskar we found that majorreason why people are not turning out towards Tanishq isbecause of Price a bit higher & pattern availability in tanishq .he also told us the major reason why people are coming totanishq is the quality of gold & services provided by them. Healso said that people who loves the ambiance of store mayaffect the buying decision.Then we interviewed Mr Azad the owner of Payal jwellers ofvapi town & we asked him the same questions what we askedMr. Bhaskar.We found that a) Major people who buy gold from there are their regular customers from long time b) The people have trust on the purity of gold c) He also said that people are having bad experience of going to tanishq as the price of gold is more than what they are paying to normal retailers.Marketing Research GIDC ROFEL Business School Page 30
  • 31. Buying behaviour of Gold d) He also said that people of vapi are more price councius & not quality concius. e) He also said that patterns which are available with them are the same or much more compared to tanishq people.From the detailed interview of these 2 people we thaught thatmajor reasons which can effect the purchase decision of peoplebuying gold are 1) Price 2) Quality 3) Service 4) Availability of pattern 5) Proximity to market 6) Ambiance of storeMarketing Research GIDC ROFEL Business School Page 31
  • 32. Buying behaviour of GoldDETAILED FINDINGSMarketing Research GIDC ROFEL Business School Page 32
  • 33. Buying behaviour of GoldOver All Sample sizeThe sample was 150 but out of which 29 people dintwent to Tanishq for buying of gold. So our sample sizecame to 121.Segmentation According to GenderOut of 121 there were 65 female that constitute 54%of total sample & rest are male they are 56 whichcontributes 46% of total sample.Marketing Research GIDC ROFEL Business School Page 33
  • 34. Buying behaviour of GoldAnnual income of RespondentsThe respondents average income lies from 5000 to30000 & above so respondents were a) 5000 – 10000 =6 b) 10000 – 20000 = 11 c) 20000 – 30000 = 18 d) 30000 & above = 86People who said they visit Tanishq & again goes forrepurchaseMarketing Research GIDC ROFEL Business School Page 34
  • 35. Buying behaviour of GoldThe above charts gives us the detail of people whovisits Tanishq for repurchase. Hypothesis TestingMarketing Research GIDC ROFEL Business School Page 35
  • 36. Buying behaviour of Gold 2 2X = ∑ (o-e) / e 1)Price does not affect the buying of gold.PriceParticular 1 2 3 4 5 Total1 3 12 11 4 0 302 8 15 31 12 0 663 1 0 6 7 4 184 0 0 1 1 2 45 0 0 0 1 2 3Total 12 27 49 25 8 121Marketing Research GIDC ROFEL Business School Page 36
  • 37. Buying behaviour of GoldObserved expected o-e 2(o-e) 2(o-e)/e3 2.97 0.03 0.0009 0.00030312 6.69 5.31 28.1961 4.21466411 12.14 -1.14 1.2996 0.1070514 6.19 -2.19 4.7961 0.7748140 1.98 -1.98 3.9204 1.988 6.54 1.46 2.1316 0.32593315 14.72 0.28 0.0784 0.00532631 26.2 4.8 23.04 0.87938912 13.63 -1.63 2.6569 0.194930 4.36 -4.36 19.0096 4.361 1.78 -0.78 0.6084 0.3417980 4.01 -4.01 16.0801 4.016 7.28 -1.28 1.6384 0.2250557 3.71 3.29 10.8241 2.9175474 1.19 2.81 7.8961 6.6353780 0.39 -0.39 0.1521 0.390 0.89 -0.89 0.7921 0.891 1.61 -0.61 0.3721 0.2311181 0.82 0.18 0.0324 0.0395122 0.26 1.74 3.0276 11.644620 0.29 -0.29 0.0841 0.290 0.66 -0.66 0.4356 0.660 1.21 -1.21 1.4641 1.211 0.61 0.39 0.1521 0.2493442 0.19 1.81 3.2761 17.24263Total 59.8194The hypothesis of these question is that the price does noteffect the buying behavior of consumer that is Ho.So from the calculation we got the value of H0 as 59.8149So when compared to tabulated value of the number that is (r-1)*(c-1) gives us the tabulated value so for my question (5-1)*(5-1) = 16 is the degree of freedom.Marketing Research GIDC ROFEL Business School Page 37
  • 38. Buying behaviour of GoldThe value for the 16 is 26.3So Ho>H1 so hypothesis is rejected. 2) Quality of gold does not effect the buying of goldQualityParticular 1 2 3 4 5 total1 3 2 2 0 0 72 1 4 5 2 0 123 2 10 20 11 3 464 6 9 18 8 5 465 0 2 4 4 0 10Total 12 27 49 25 8 121Marketing Research GIDC ROFEL Business School Page 38
  • 39. Buying behaviour of GoldObserved expected o-e 2(o-e) 2(o-e)/e3 0.69 2.31 5.3361 7.7334782 1.56 0.44 0.1936 0.1241032 2.83 -0.83 0.6889 0.2434280 1.44 -1.44 2.0736 1.440 0.46 -0.46 0.2116 0.461 1.19 -0.19 0.0361 0.0303364 2.67 1.33 1.7689 0.6625095 4.85 0.15 0.0225 0.0046392 2.47 -0.47 0.2209 0.0894330 0.79 -0.79 0.6241 0.792 4.56 -2.56 6.5536 1.43719310 10.26 -0.26 0.0676 0.00658920 18.62 1.38 1.9044 0.10227711 9.5 1.5 2.25 0.2368423 3.04 -0.04 0.0016 0.0005266 4.56 1.44 2.0736 0.4547379 10.26 -1.26 1.5876 0.15473718 18.62 -0.62 0.3844 0.0206448 9.5 -1.5 2.25 0.2368425 3.04 1.96 3.8416 1.2636840 0.99 -0.99 0.9801 0.992 2.23 -0.23 0.0529 0.0237224 4.04 -0.04 0.0016 0.0003964 2.06 1.94 3.7636 1.826990 0.66 -0.66 0.4356 0.66Total 18.99311The hypothesis of these question is that the Quality does noteffect the buying behavior of consumer that is Ho.So from the calculation we got the value of H0 as 18.99311So when compared to tabulated value of the number that is (r-1)*(c-1) gives us the tabulated value so for my question (5-1)*(5-1) = 16 is the degree of freedom.The value for the 16 is 26.3Marketing Research GIDC ROFEL Business School Page 39
  • 40. Buying behaviour of GoldSo Ho<H1 so hypothesis is accepted.So Quality does matter in buying gold. 3) Service does not affect buying behavior of consumer.Particular 1 2 3 4 5 total1 0 0 1 0 0 12 1 0 0 0 0 13 1 6 5 8 1 214 6 15 33 10 6 705 4 6 10 7 1 28Total 12 27 49 25 8 121ServiceObserved expected o-e 2(o-e) 2(o-e)/eMarketing Research GIDC ROFEL Business School Page 40
  • 41. Buying behaviour of Gold0 0.09 -0.09 0.0081 0.090 0.22 -0.22 0.0484 0.221 0.4 0.6 0.36 0.90 0.2 -0.2 0.04 0.20 0.06 -0.06 0.0036 0.061 0.09 0.91 0.8281 9.2011110 0.22 -0.22 0.0484 0.220 0.4 -0.4 0.16 0.40 0.2 -0.2 0.04 0.20 0.06 -0.06 0.0036 0.061 2.08 -1.08 1.1664 0.5607696 4.68 1.32 1.7424 0.3723085 8.5 -3.5 12.25 1.4411768 4.33 3.67 13.4689 3.11061 1.3 -0.3 0.09 0.0692316 6.94 -0.94 0.8836 0.1273215 15.62 -0.62 0.3844 0.02460933 18.35 14.65 214.6225 11.6960510 14.46 -4.46 19.8916 1.3756296 4.63 1.37 1.8769 0.4053784 2.78 1.22 1.4884 0.5353966 6.25 -0.25 0.0625 0.0110 11.34 -1.34 1.7956 0.1583427 5.79 1.21 1.4641 0.2528671 1.85 -0.85 0.7225 0.390541 32.08133The hypothesis of these question is that the service does noteffect the buying behavior of consumer that is Ho.So from the calculation we got the value of H0 as 32.0813So when compared to tabulated value of the number that is (r-1)*(c-1) gives us the tabulated value so for my question (5-1)*(5-1) = 16 is the degree of freedom.The value for the 16 is 26.3Marketing Research GIDC ROFEL Business School Page 41
  • 42. Buying behaviour of GoldSo Ho>H1 so hypothesis is rejected.So service does matter in buying gold.4 ) Pattern does not effect effect buying behaviorof consumers.Particular 1 2 3 4 5 total1 0 2 4 0 0 62 5 7 16 8 3 393 3 11 16 7 2 394 3 6 4 6 1 205 1 1 9 4 1 17Total 13 27 49 25 7 121PATTERNObserved expected o-e 2(o-e) 2(o-e)/e0 0.65 -0.65 0.4225 0.652 1.34 0.66 0.4356 0.325075Marketing Research GIDC ROFEL Business School Page 42
  • 43. Buying behaviour of Gold4 0.45 3.55 12.6025 28.005560 1.25 -1.25 1.5625 1.250 0.35 -0.35 0.1225 0.355 4.19 0.81 0.6561 0.1565877 8.7 -1.7 2.89 0.33218416 2.9 13.1 171.61 59.175868 8.06 -0.06 0.0036 0.0004473 2.26 0.74 0.5476 0.2423013 4.19 -1.19 1.4161 0.33797111 8.7 2.3 5.29 0.60804616 2.9 13.1 171.61 59.175867 8.06 -1.06 1.1236 0.1394042 2.26 -0.26 0.0676 0.0299123 2.15 0.85 0.7225 0.3360476 4.46 1.54 2.3716 0.5317494 1.49 2.51 6.3001 4.2282556 4.13 1.87 3.4969 0.8467071 1.16 -0.16 0.0256 0.0220692 1.83 0.17 0.0289 0.0157921 3.79 -2.79 7.7841 2.0538529 1.26 7.74 59.9076 47.545714 3.51 0.49 0.2401 0.0684051 0.98 0.02 0.0004 0.000408 206.4282 4) Pattern does not effect buying behavior of gold.The hypothesis of these question is that the pattern does noteffect the buying behavior of consumer that is Ho.So from the calculation we got the value of H0 206.4282So when compared to tabulated value of the number that is (r-1)*(c-1) gives us the tabulated value so for my question (5-1)*(5-1) = 16 is the degree of freedom.The value for the 16 is 26.3So Ho>H1 so hypothesis is rejected.Marketing Research GIDC ROFEL Business School Page 43
  • 44. Buying behaviour of GoldSo it has been analyzed that Tanishq has good variety ofpattern. 5) Proximity does not affect buying of gold.Particular 1 2 3 4 5 total1 2 0 6 2 0 102 2 2 3 0 1 83 4 6 18 8 4 404 3 7 14 9 1 345 1 12 8 6 2 29Total 12 27 49 25 8 121ProximityObserved expected o-e 2(o-e) 2(o-e)/e2 0.99 1.01 1.0201 1.0304040 2.23 -2.23 4.9729 2.236 3.88 2.12 4.4944 1.1583512 2.07 -0.07 0.0049 0.0023670 0.67 -0.67 0.4489 0.672 0.79 1.21 1.4641 1.853291Marketing Research GIDC ROFEL Business School Page 44
  • 45. Buying behaviour of Gold2 0.79 1.21 1.4641 1.8532913 3.11 -0.11 0.0121 0.0038910 1.65 -1.65 2.7225 1.651 0.53 0.47 0.2209 0.4167924 3.97 0.03 0.0009 0.0002276 8.93 -2.93 8.5849 0.96135518 15.54 2.46 6.0516 0.3894218 8.27 -0.27 0.0729 0.0088154 2.64 1.36 1.8496 0.7006063 3.37 -0.37 0.1369 0.0406237 7.59 -0.59 0.3481 0.04586314 13.21 0.79 0.6241 0.0472459 7.02 1.98 3.9204 0.5584621 2.25 -1.25 1.5625 0.6944441 2.88 -1.88 3.5344 1.22722212 6.47 5.53 30.5809 4.7265698 11.26 -3.26 10.6276 0.9438376 5.99 0.01 1E-04 1.67E-052 1.92 0.08 0.0064 0.003333Total 21.21642The hypothesis of these question is that the proximity does noteffect the buying behavior of consumer that is Ho.So from the calculation we got the value of H0 as 21.21So when compared to tabulated value of the number that is (r-1)*(c-1) gives us the tabulated value so for my question (5-1)*(5-1) = 16 is the degree of freedom.The value for the 16 is 26.3So Ho<H1 so hypothesis is accepted.Marketing Research GIDC ROFEL Business School Page 45
  • 46. Buying behaviour of Gold 6) Ambiance does not affect buying behavior of gold.Particular 1 2 3 4 5 total1 1 1 0 4 1 72 0 2 6 2 0 103 5 6 11 6 2 304 3 9 17 8 11 385 4 9 14 5 4 36Total 13 27 48 25 8 121Observed Expected o-e 2(o-e) 2(o-e)/e1 0.75 0.25 0.0625 0.0833331 1.56 -0.56 0.3136 0.2010260 2.78 -2.78 7.7284 2.784 1.45 2.55 6.5025 4.4844831 0.46 0.54 0.2916 0.6339130 1.07 -1.07 1.1449 1.072 2.23 -0.23 0.0529 0.0237226 3.97 2.03 4.1209 1.038012 2.07 -0.07 0.0049 0.002367Marketing Research GIDC ROFEL Business School Page 46
  • 47. Buying behaviour of Gold0 0.66 -0.66 0.4356 0.665 3.22 1.78 3.1684 0.9839756 6.69 -0.69 0.4761 0.07116611 11.9 -0.9 0.81 0.0680676 6.2 -0.2 0.04 0.0064522 1.98 0.02 0.0004 0.0002023 4.08 -1.08 1.1664 0.2858829 8.48 0.52 0.2704 0.03188717 15.07 1.93 3.7249 0.2471738 7.85 0.15 0.0225 0.0028661 2.51 -1.51 2.2801 0.9084064 3.87 0.13 0.0169 0.0043679 8.03 0.97 0.9409 0.11717314 14.28 -0.28 0.0784 0.005495 7.44 -2.44 5.9536 0.8002154 2.38 1.62 2.6244 1.102689Total 15.61287The hypothesis of these question is that the proximity does noteffect the buying behavior of consumer that is Ho.So from the calculation we got the value of H0 as 15.61So when compared to tabulated value of the number that is (r-1)*(c-1) gives us the tabulated value so for my question (5-1)*(5-1) = 16 is the degree of freedom.The value for the 16 is 26.3So Ho<H1 so hypothesis is accepted.Marketing Research GIDC ROFEL Business School Page 47
  • 48. Buying behaviour of GoldQuestionnaireGIDC ROFEL BUSINESS SCHOOLDear Sir/MadamWe are the students of 2nd Year PGDM Course of GIDC ROFELBUSINESS SCHOOL (VAPI). As a part of our research study we areconducting a survey regarding the perception of peopleregarding the purchase of gold from different organized & Unorganized Retailers.Guidelines for filling the form:- 1) Please check the box wherever required. 2) Only 1 check per question.Q 1 ) Name:-________________________________________________________Marketing Research GIDC ROFEL Business School Page 48
  • 49. Buying behaviour of GoldQ 2) Gender - male femaleQ 3) Age :- _________________Q 4) Occupation: - Service Business Others Others:-__________________________Q 5) Monthly average INCOME? 5000-10000 10000-20000 20000-30000 30000 & aboveQ 6) how often you visit jewellery store? Once a month once a year On OccasionQ 7) You Buy jewellery from Place Store Name Vapi ___________________ Valsad ___________________ Surat ___________________ Bombay ___________________Marketing Research GIDC ROFEL Business School Page 49
  • 50. Buying behaviour of Gold Others ___________________Q 8) do you buy jewellery from same store every time ?Yes No If Yes/No Why?___________________________________________________________Q 9 ) Rate your jewellery store from 1 to 5where 1 is the WORST & 5 is the BEST a) Product are worth price you pay ? b) Purity & quality of gold ? c) The service you get in the store ? d) The Number of patterns available ? e) Proximity to market ? f) Ambiance of Store ?Q 10) Are You aware about tanishq showroom opened in vapi?Yes NoQ 11) How did you come to know about Tanishq?Marketing Research GIDC ROFEL Business School Page 50
  • 51. Buying behaviour of Gold TV News Paper Hoardings Pamphlets Friends/relatives OthersQ 12) Have you visited Tanishq Store? Yes NoQ 13) Rate Tanishq On flowing Criteria Given belowParticular V.Go Good Avera Ba V.ba od ge d d a) Price b) Purity & Quality of Gold c) Service Offered d) Patterns Available e) Location of Store f) Ambiance of storeQ 14) During Re-Purchase you often go to Tanishq? Yes NoQ 15) Would you recommend others for Buying Tanishq Products? Yes NoQ 16) Rate tanishq on over all basis?Marketing Research GIDC ROFEL Business School Page 51
  • 52. Buying behaviour of GoldParticular V.Go Good Avera Ba V.ba od ge d dTanishq As a StoreThank YouMarketing Research GIDC ROFEL Business School Page 52
  • 53. Buying behaviour of Gold FINDINGSOn the basis of chi-square test the relation between thevariables are significant & few are not significant.Variables which were significant in the research & which affectsthe buying behavior of gold are a) Because of price people are not visiting Tanishq. b) People are happy with the quality of Tanishq & they go to Tanishq only because the purity & quality of gold.Marketing Research GIDC ROFEL Business School Page 53
  • 54. Buying behaviour of Gold c) The people also visit Tanishq because they provide better services then the other retailers. d) The pattern are also major factor because of which people does not prefer Tanishq. e) The people says that the location of store is not affecting them to visit Tanishq. f) People are not affected by the ambiance of storeFrom these we can conclude that people are more sencisitvetowards price , Quality & availability of pattern. If they findthese 3 things ok & they fill that this is what they wanted theywill buy from there only.For people of vapi ambiance , proximity to market & serviceare less important.Marketing Research GIDC ROFEL Business School Page 54
  • 55. Buying behaviour of Gold Recommendation & ConclusionConclusionPeople are more price conscious & they feel that the price inTanishq are more than what the normal retailers have. Theyalso feel that the quality they get is much higher than thequality what the normal retailers give. They also found that thepatterns available are lesser than what they get in the normalretail store. They also are service oriented so they are moreMarketing Research GIDC ROFEL Business School Page 55
  • 56. Buying behaviour of Goldattracted because of service they get. People are not affectedwith the ambiance of the shop.RecommendationWe would recommend Tanishq following things a) The making charge is affecting their sales so they should cut down their prices. b) The patterns are comparative less so they should provide more number of patterns & also should increase their market share by bringing more innovative scheme & loyalty programs. c) People are more service conscious so they can target young business man & young professional as they are now more in investing money in gold. d) Gold price are increasing day by day so they should increase their sales by selling biscuits of gold rather than selling more of ornaments.Marketing Research GIDC ROFEL Business School Page 56
  • 57. Buying behaviour of Gold Bibliography Tanishq Website Tanishq Outlet Marketing Research TextBookMarketing Research GIDC ROFEL Business School Page 57
  • 58. Buying behaviour of Gold THANK YOUMarketing Research GIDC ROFEL Business School Page 58