Research on Consumer behaviour towards Gold Jewelry

1. PREPARED BY-
MANVI
THANAI
(170234)
PAYAL JAIN
Guided By:
Ms. Kanika Garg
(Asst. Prof.)

2. INTRODUCTION
AS India makes rapid progress in the retail area, the Indian jewellery market is
undergoing a gradual metamorphosis from unorganised to organised formats.
Jewellery retailing is moving from a ‘Storehouse of value’ to a ‘Precious fashion
accessory’.
Consumers are more quality conscious than ever before.
The jewellery market is one of the largest consumer sectors in the country-larger
than telecom, automobiles, and apparel and perhaps second only to the foods
sector.
Sample size – 145
Population – residents of SAFIDON city
Sampling design- Random Sampling

3. OBJECTIVES
The overall objective of the study is to analyze the consumer behaviour towards
the gold jewellery.
To study and understand the buying behaviour of consumers for branded and non
branded jewellery.
 To study the purpose of consumer while purchasing gold jewellery.
To evaluate the selection of shops by the consumer, while purchase the gold
jewellery.
 To identify the perception & opinion for branded and non branded jewellery by the
buyers.
To know the knowledge level of consumers regarding the jewellery brands available
in the market.

4. REVIEW OF LITERATURE
Title Author Objective Findings
A Study on Perception of
Consumers towards Gold
Jewellery in Sivakasi
A.Joseph Xavier &
G.Kamalam
To analyse perception of
the respondents towards
Gold
Jewellery
Consumer
perception is important
to businesses since it can
influence
consumer behavior,
which ultimately affects
the profitability of
a business.
A STUDY ON
CONSUMER
PREFERENCE
TOWARDS GOLD
JEWELLERY SHOP IN
ERODE CITY
K.PRABHA KUMARI &
M.ANITHA
To study the consumer
preference of gold
jewellery shops in Erode
city.
In the critical analysis it
was found that the
factors
like advertisement,
quality are satisfied by
respondents

5. CONTD….
Title Author Objective Findings
A STUDY ON BUYING
BEHAVIOUR OF WOMEN
TOWARDS GOLD
JEWELLERY IN REWA CITY
Shahana Parveen & Dr.
Deepa Saxena
The objective of the study is to get near
about the consumer buying behaviour
and factor influencing it such as cultural,
social, economic factors and brand
awareness etc. while purchasing of gold
jewellery at various jewellery retail stores
at Rewa city
Customer preferences for gold
ornaments, the end-user looks for
unique designs, promotional
activities of corporate show rooms
etc.
CONSUMER BEHAVIOUR IN
THE GOLD JEWELLERY
MARKET OF KERALA
Dr. Jojo K Joseph The primary objective of the study is to
make an evaluation of the consumer
behaviour in gold market of Kerala
The study indicates
that consumers have a significant
positive inclination towards the
branded jewellers as compared to
the small
dealers of gold. The behaviour of
the customers are influenced by
the name, reputation and shop
ambiance of the
sellers, the purity of gold etc.

6. CONTD….
Title Author Objective Findings
Consumer Buying
Behaviour relating to
gold in Kollahpur City
Dr. C. S. Dalvi To study the opinion of
consumer about purchase of
gold/gold ornaents.
In the critical analysis it
was found that the
factors
like advertisement,
quality are satisfied by
respondents
A STUDY ON BUYING
BEHAVIOUR OF
WOMEN CUSTOMERS
TOWARDS ONE GRAM
GOLD JEWELLERY IN
ERODE CITY
Dr. K.
Gunasundari
To evaluate the buying
behaviour of the women
customers purchasing of one
gram gold jewellery
Consumer behaviour
towards purchasing of
one gram gold jewellery
ever changes according
to the change in latest
fashion.

7. DECISION PROBLEM
Why the behaviour of consumers
towards branded jewellery still not
inclined in a proper way as
compared to non branded
jewellery?

8. RESEARCH PROBLEMS
1) What is the awareness and purchase intention of consumers while buying
jewellery?
2) What kind of designs are preferred by the consumers, traditional or branded?
3) What are the branded jewellers doing to create awareness about their products?
4) Does buying behaviour change as per the occasion?
5) How brand conscious are people when they buy jewellery for outhers?

10. PURPOSE FOR BUYING JEWELLERY
0
10
20
30
40
50
60
INVESTMENT FASHION OCCASIONS FESTIVALS
NO.OFRESPONDENTS

11. POPULAR BRANDS
TANISHQ D'DAMAS
PC JEWELLERS KALYAN JEWELLERS
Others

12. ATTRIBUTES ATTRACT TO
PURCHASE BRANDED
PRODUCTS
23%
8%
16%
12%
41% BRAND NAME
TRANSPARENT
PRICE
EASY AVAILABILITY
DESIGNS

13. Preference to buy
Jewellery
29%
71%
BRANDED STORE TRADITIONAL FAMILY JEWELLERS

14. Sr. No. Factors Strongly
Disagree
Disagree Neutral Agree Strongly
Agree
1 BRAND 5 8 32 62 38
2 QUALITY 1 1 14 66 63
3 PRICE 3 4 37 46 55
4 DESIGN 0 8 33 47 57
5 PEER GROUP 5 22 51 52 15
6 ADVERTISING 8 28 46 48 15
7 PROMOTION 3 23 27 56 36
8 BETTER BRANDED PRODUCT 21 10 30 44 40

15. REASONFOR THE DELAY BETWEENTHE PURCHASE
DECISONAND ACTUAL PURCHASE
44%
37%
19%
FINANCIAL
CONSTRAINTS
WAITING FOR MORE
INNOVATIVE PRODUCTS
WAITING FOR MARKET
RESPONSE

16. Conclusion
Gold has a greater importance in jewellery market.
Mainly the gold is purchased for investment purpose
and after this for fashionable purpose. Customers
are aware about various jewellery brands available in
the market, they attract towards the brand because
of their unique designs and brand name. But they
will prefer to buy gold from their traditional family
jeweler. After analyzing the data study found that
brand name, quality, price, product features,
advertising and promotional schemes are the various
factors which affect the consumers decision while
purchasing the gold

18. THANKYOU