The document discusses the history and growth of the branded jewellery market in India. It notes that traditionally, jewellery was seen as an investment rather than just ornamentation. However, branded jewellery gained acceptance in India, leading traditional jewellers to also adopt branding. While the share of branded jewellery in the overall market was still small in 2002, it was growing rapidly at 20-30% annually. The document also provides background on jewellery materials and designs through history.

1. INTRODUCTION
The Indianjewelleryforinvestmentratherthanforadornment.Jewellerymade of 18-karatgoldwas
not favoredasit wasconsideredapoorinvestment.Brandedjewelleryalsogainedacceptance
forcingtraditional jewelerstogoinfor branding.Giventhe opportunitiesthe brandedjewellery
marketoffered;the numberof goldretailersinthe countryincreasedsharply.Brandedplayerssuch
as Tanishqopenedoutletsinvariouspartsof the country.Traditional jewelersalsobegantobring
out lightweightjewellery,andsome of themevenlaunchedtheirin-house brands.However,the
share of brandedjewelleryinthe total
jewellerymarketwasstillsmall (aboutRs.10 billionof the Rs.400 billionperannumjewellery
marketin2002), thoughgrowingata pace of 20 to 30percent annually. Moreover,consumers
trustedonlytheirfamilyjewelerswhenbuyingjewellery.Consequently,the brandedjewellery
playerstriedtochange the mindsetof the people andwoocustomerswithattractive designsat
affordable prices.Howeverbrandedjewelleryplayerswillcontinuetoface lotof competitionfrom
local jewelers.Inordertogainmarket share,theywill have tocome upwithdesignsthatcustomers
wantand winthe trust and confidence of consumersbyhallmarkinganddemonstratingthe purityof
the goldusedby them.
Introduction to Jewellery
Jewelleryisatype of accessorythat includesnecklaces,rings,bracelets,watches,andearrings,etc.
Jewelleryisbeingdesignedformen,women,andchildrenandcanbe made from a varietyof
differentcategories.Jewelrystartedabout1,00,000 yearsago Began withmaterialsmade from
bone,teeth,andshell.The firstknownjewelrypieceswerewornbythe Cro-Magnonsabout40,000
yearsago, These pieceswere made of bone andteeth andwere wornasnecklacesandearringsto
showtribal membership.Lateronincorporatedbeads,stone &gems.Egyptianswere firsttouse
goldand metalsforcreatingJewellery,itwere consideredasymbol of powerandwealth.The brands
were recognizedinnineteenthcentury,andmostantique brandssuchas i.e.cattier,Tiffany,
Boucheron,lalique,etc.are still veryfamous.

2. OBJECTIVES
1. To determine the preference levelof customertowardbrandedjewellery.
2. To suggestthe variousmeasuresforincreasingthe preference level of customertowardsbranded
Jewellery.
3. To analyze the impactof advertisementwhile purchasinggoldjewells
4. To knowthe Consumer’sbuyingdecisiongoldjewelleryshops
Review of literature
Gidwani Devika (2002) 1, she explained inherresearchthatmarketfor brandedjewellery
especiallyif somethingisaimedatthe youngergeneration,whichwantstobuyfashionable real
jewellery.Thisisthe righttime toget intothe market,as ithas juststartedto take off."The Indian
marketwas witnessingarapidshiftof screeningjewelleryfrominvestmenttoartisticappealing
ornaments.The focushadshiftedtodesign.The Indianconsumerwaswillingtoexperimentwith
newdesigns.
Vivienne (2003)2, inhis researchhe explainedthatatype of accessory thatincludesnecklaces,rings,
bracelets,watches,andearrings,etc.Jewelleryisdesignedformen,women,andchildrenandcanbe
made froma varietyof differentcategories.Jewelrystartedabout1,00,000 yearsago, Beganwith
materialsmade frombone,teeth,andshell,.The firstknownjewelrypieceswerewornbythe Cro-
Magnons about40,000 yearsago, These pieceswere made of bone andteethandwere wornas
necklacesandearringstoshowtribal membership.Lateronincorporatedbeads,stone &gems.
Egyptianswere firsttouse goldand metalsforcreatingjewellry,Jewellerywere consideredasymbol
of powerandwealth.Brandshave pumpedjewellerywithmanyvalues - notonlyglamour,but
sexiness,excitementand fashion.Asthe numberof customerswhowanttobe affiliatedwiththese
valuesrises,it'sclearthatthe onlyway isup forbrandedjewellery.Bookcontainscompletestudyof
past to present.(seventeenthcenturytotwentiethcentury).itwillhelpful in understandingof
variousmaterial,design,taste andbrandsof jewellery,Astheychangedthroughthe years.Itshows
the kindof jewelleryandmost antique brandssuchas cattier,Tiffany,Boucheron,lalique,etc.These
brandswere recognizedinnineteenthcenturyandstill veryfamous.
Mckinsey(2005)3,in his researchhe arguedthat he brandedjewelleryindustryisstill initsinfancy,
but increasinggrowthratesshowthatina shorttime itwill cornera significantchunkof the market.
The bestcomplimenttothe brandedsegmentisthattraditional jewellershave alsobeguntodesign
jewellerylinesunderabrandname.

3. Paul Noronha (2005)4,in her studyof researchworkshe explainedthatthe Brandedjewelleryhas
carveda niche foritself inthe toughIndianmarketandItsincreasinggrowthratesshow that before
longit will cornerasignificantshare of the jewellerymarket.DTC'sSupplieraimstogrow consumer
demandfordiamondjewelleryinthe contextof the growingcompetitive luxurygoodssector.
Bhandari Vandana(2005)6,she observedthatthe brandedjewellerysegmentoccupiedonlyasmall
share of the total jewellerymarketbecauseof the mindsetof the average Indianbuyerwhostill
regardedjewelleryasaninvestment.Furthermore,consumers have faithononlytheirfamily
jewellerswhilebuyingjewellery.Consequently,the brandedjewelleryplayerstriedtochange the
mindsetof the people andwoocustomerswithattractive designsataffordablepricess.
Questionnaire
2. How did you first hear about Just Gold Jewellery?
Walked past the store
Word-of-mouth referral from family/friend
Online search (e.g., Just Gold's Websites, Google, Yahoo)
Online forum/discussion board
Social media (e.g., Facebook, Twitter)
Other (please specify)
3. Based on product quality and compared to our competitors, how do you feel
our products are priced?
Much less expensive
Less expensive
Priced about the same
More expensive
Much More expensive
4. How eager to help you were the customer service representatives at our
company?
Extremely eager
Very eager
Moderately eager

4. Slightly eager
Not at all eager
5. How knowledgeable were the customer service representatives at our
company?
Extremely knowledgeable
Very knowledgeable
Moderately knowledgeable
Slightly knowledgeable
Not at all knowledgeable
6. If you ordered a product, please rate the timeliness of delivery and handling.
5 (Excellent)
4
3
2
1 (Poor)
Not Applicable
7. Overall, how would you rate your overall experience at Just Gold
Jewellery??
Excellent
Very good
Fairly good
Mildly good
Not good at all
8. Would you recommend Just Gold Jewellery to your family and friends?
Yes
No
9. Have you ever or would you consider using the Internet to give you ideas for
a jewellery purchase?
Yes, I have already used the Internet to find ideas
No, I haven’t used the Internet to find ideas but I would consider it
No, I would never use the Internet to find ideas

5. 10. Have you ever or would you consider ordering a piece of jewellery over the
Internet?
Yes, I have already ordered a piece of jewellery over the Internet
No, I haven’t ordered a piece of jewellery over the Internet but I would consider it
No, I would never use the Internet to order a piece of jewellery
11. Would you need to see a piece of jewellery in a retail store before making
the final decision to purchase it?
Yes
No
12. What are the most important criterion when considering a jewellery
purchase?
(Please rank from 1 to 5: 1 being the most important criteria)
Style/design
Price
Brand
Reputation of where you are buying it from
Speed of delivery
Other, please specify:
13. How would you prefer to acquire jewellery?
I prefer to choose jewellery myself
I prefer it when someone else selects the jewellery for me as a gift
I don’t have any preference, I like both choosing and receiving jewellery

6. 14. On average how frequently do you purchase jewellery (for yourself or as a
gift)?
More than once a month
Once a month
Once every six months
Once a year
Less often, only on special occasions
15. When do you wear jewellery (i.e. on what occasions)?
Everyday
On weekends only
Only for special occasions
Other, please specify:
16. Do you have any preference for any specific jewellery designer?
I only buy from local jewellers known or recommended to me
I only buy internationally branded jewellery
I do not have any preferred brand of jewellery

7. 17. What is your preference of stones in jewellery you purchase or have
purchased for you?
(Please rank from 1 to 5: 1 being your most preferred stone)
Diamonds
Ruby
Emerald
Pearl
Sapphire
Other, please specify:
18. What material / metal do you prefer the most?
Gold
Platinum
Silver
Other, please specify:
19. How much do you generally spend on each purchase made?
(per purchase)
Up to 10000

8. 10000-30000
30000-50000
50000-100000
More than 100000