The document is a study on consumer preferences for branded versus non-branded jewelry in Ahmedabad, India. It finds that when purchasing jewelry, customers prioritize price, purity, and design over other factors. It also finds that branded jewelry has near 100% awareness, possibly due to extensive advertising. Most respondents indicated purchasing jewelry for fashion reasons rather than investment. Over three-fourths of respondents had purchased branded jewelry and expressed higher satisfaction with branded compared to non-branded jewelry.

1. “A comparative study on the consumer’s preference towards branded
jewellery over non branded jewellery and the promotional strategies
adopted by each in Ahmedabad”
Prepared by:
Dhaval Raninga

2.  The consumer’s buying preferences
 The reach of branded jeweler’s
 Brand awareness of various brands in the
jeweler’s market
 The type of promotional strategy adopted to
attract their customer’s
 When do they plan their promotional
strategies, implement them and the
effectiveness of the same.

3. 1. Factors that guide you while purchasing jewellery?
0
10
20
30
40
50
60
70
80
90
100
Service Display Promotion and
Offers
Family and
Friends
Image Variety Design Purity Price
2
5
10
12
65
67
85
87
92

4.  Yes - 100
 No - 0

5. Gili Tanishq Ddamas Oyzterbay Trendsmith Nakshtra Asmi Orra Sangini Kiah
100 100 100
84
45
85
80
84
55
20
Brand Awareness
No of Respondents’

6. 34%
39%
11%
16%
No of Respondents
Investment Fashion Occasions Festivals

7. 69%
31%
No of Respondents
Branded Jewellery Family Jeweler

8. 78%
22%
No of Respondents
Bought Not bought

9. 30%
70%
No of Respondents
Yes No

10. 47%
53%
No of Respondents
Branded Family jeweler

11. Characterist
ics of Family
Jeweler’s
Convenient Trustworthy
Good
Investment
Price
Traditional
design
Number of
points
660 895 775 870 745

12. Characteristics
of branded
jewellery
Wide range of
products
under one roof
Shopping
experience
Trendy and
fashionable
jewellery
Price
Number of
points
663 590 727 673

13. Family jeweler Level of satisfaction
No of respondents 765

14. Branded jewellery Level of satisfaction
No of respondents 693

15. 1. Are you aware about jewellery being sold
through brands?
Ans. 100% yes
No. of traditional jewelers are 30.

16. Effect on Business Yes No
No of respondents 17 13

17. Strategies adopted Yes No
No of respondents 25 5

18. 0 5 10 15 20 25
Discounts
Cash back
Zero making charges
Gifts
Others
19
6
22
23
5
Strategies adopted by Family jewelers
No of respondents

19. 44%
12%
44%
Percentage of respondents
Festivals Wedding season Off season

20. Yes
84%
No
16%
Percentage of Respondents

21.  When a customer goes to buy jewellery they do keep the
price in mind followed by the purity and the design. Factors
like service given the shop or by the jeweler and the display
do not have a very big impact on the customers.
 Branded jewellery is extremely popular since it has 100%
awareness.This may be due to the wide spread publicity
taken up by the various brands.
 Research as respondents have selected fashion over
investment while purchasing jewellery. Now jewellery is
regarded as more of an accessory and less of an investment.
 Branded jewellery is bought by more than 3/4th of the
population. Hence it can be said that the population is aware
and has also tried these brands

22.  The level of satisfaction that the population has towards
branded jewellery is a little higher than 8.These branded
jewelers have become popular for latest and trendy
 The level of satisfaction that the population has for branded
jewellery is higher than that for non branded jewellery
making branded jewellery more popular.
 Hence to conclude branded jewellery is preferred over non
branded jewellery.

23.  Time constraint
 Sample size
 Bound to only Ahmedabad