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
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.