The document is a project report on consumer buying behavior towards branded and non-branded jewelry. It outlines the objectives of understanding differences in perceptions and behaviors between buyers of branded and non-branded jewelry. It also aims to identify factors consumers consider when purchasing jewelry and their awareness of jewelry brands. The report presents research problems such as discerning purchase intentions and preferred designs. It hypothesizes that income levels and expectations are the same for all buyers.
introduction,Vision and mission statement CEO of Tanishq Logo and their punch line Segmentation Positioning SWOT Analysis Ansoff’s Model 7ps PLC Questionnare
Introduction
The Gems and Jewellery sector plays a significant role in the Indian economy, contributing around 6-7 per cent of the country’s GDP. One of the fastest growing sectors, it is extremely export oriented and labour intensive.
Malabar Gold and Diamonds - Case Study - Marketing StrategiesYashaswini Agarwal
Malabar Gold and Diamond and their marketing strategies for the Indian and Middle East market.
A CASE STUDY ON MARKETING STRATEGIES OF A CONSUMER DURABLE COMPANY.
introduction,Vision and mission statement CEO of Tanishq Logo and their punch line Segmentation Positioning SWOT Analysis Ansoff’s Model 7ps PLC Questionnare
Introduction
The Gems and Jewellery sector plays a significant role in the Indian economy, contributing around 6-7 per cent of the country’s GDP. One of the fastest growing sectors, it is extremely export oriented and labour intensive.
Malabar Gold and Diamonds - Case Study - Marketing StrategiesYashaswini Agarwal
Malabar Gold and Diamond and their marketing strategies for the Indian and Middle East market.
A CASE STUDY ON MARKETING STRATEGIES OF A CONSUMER DURABLE COMPANY.
Powerpoint used in the "Beyond Powerpoint" workshop in Brisbane Australia 29 April 2011
Beyond PowerPoint by Shamblesguru is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.
The primary objective of this paper is to study gold and consumer behavior. The respondents were consumers from various selected gold jewellery outlets in Cochin and Delhi. During the course of this study, the researcher tries to find the various incentives that encourage people to invest in general, and also the level of awareness and the general attitude of consumers towards gold as an investment. It also studies the consumer behavior of how people choose to buy gold, when they do and the various reasons for it. From the study it is found out that the demand for gold as an investment is gaining momentum among consumers, especially in Cochin and Delhi. The study also makes it clear that gold is price sensitive at low prices but it is insensitive to price increase, especially in Kerala. This finding has a lot of implications when Authorities formulate policies to curb consumption of gold.
Consumer Buying Behaviour towards the Gold Jwellery specilly in Jaipur Cityprofessionalpanorama
The main purpose of conducting this research is to study the preference to the buying
jewellery with special reference to Jaipur city. The objective of the study is to get
insight 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 Jaipur city. The primary data was collected through
questionnaire and personal contact from around 200 customers mainly from the top
jewellery retail stores like Birdichand Ghanshyamdas Jewellers, Tanisq, Kalaji, Surana
Jewellers, JKJ Jewellers. Data collected and analysed using simple percentage
method,Chi-square and ranking method. The study was restricted only to Jaipur city
and some of the customer were not serious in their responses therefore result can
not be generalised. The study helps jewellery retail stores to understand about the
buying behaviour of customer towards jewellery.
keywords: Buying Behaviour, Branded, Jewellery.
Consumer buying behaviour towards the gold jewellery speciall in jaipur cityTapasya123
The main purpose of conducting this research is to study the preference to the buying
jewellery with special reference to Jaipur city. The objective of the study is to get
insight 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 Jaipur city. The primary data was collected through
questionnaire and personal contact from around 200 customers mainly from the top
jewellery retail stores like Birdichand Ghanshyamdas Jewellers, Tanisq, Kalaji, Surana
Jewellers, JKJ Jewellers. Data collected and analysed using simple percentage
method,Chi-square and ranking method. The study was restricted only to Jaipur city
and some of the customer were not serious in their responses therefore result can
not be generalised. The study helps jewellery retail stores to understand about the
buying behaviour of customer towards jewellery.
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consumer buying behaviour of branded and non branded jewellery
1. Project report on
consumer buying behavior
towards branded and non
branded jewellery Presented by-
Group 7
Gaurav Khatri
Devendran S.P
Pushpam Shree
Vandana Madhuri Singh
Siddharth Tripathi
Timsi Luthra
2. INTRODUCTION
As India makes rapid progress in the retail arena, the Indian
Jewellery market is undergoing a gradual metamorphosis from
unorganized to organized 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.
4. OBJECTIVES
To study and understand the buying behavior of
consumers for branded and non branded jewellery
To find the difference b/w perceptions, opinion and
behavior of branded and non- branded jewellery
buyers.
To have an idea about parameters consumer consider
while buying jewellery
To know the knowledge level of customers regarding
the jewellery brands available in the market
5. DECISION PROBLEM
Why the behavior of consumers towards
branded jewellery still not inclined in a
proper way as compared to non branded
jewellery?
6. 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 jewelers doing to create awareness
about their products?
4) Does buying behavior change as per the occasion?
5) Is there any difference in the buying patterns of working
women and housewives?
6) How brand conscious are people when they buy jewellery for
others?
7. HYPOTHESIS
The income level of the buyers is same.
The expectations of the buyers from the jewelers
remain the same in every situation.
Buyers make purchases only during some occasion
like marriages, gifts, etc.
More of female buyers are inclined towards the new
designs introduced by the branded jewelers.
8. Continued..
The selection of jeweler also depends upon
the geographical location of buyer.
The knowledge about the branded jewelers is
due to the advertisements floating on air.
The price of gold and other precious stones
also play a significant role in the purchasing
procedure.
11. BRANDED JEWELLERY
Name & reputation gives a confidence to the consumer
It comes with a written lifetime guarantee, considering the
emotional quotient of the consumer
Excellent quality, good selling policies and backup services for
jewellery
Has a more contemporary stylish and classic outlook, which
easily segments itself among the traditional ones.
Available at multiple outlets
12. NON-BRANDED JEWELLERY
Customer can tailor make jewellery according to their
preferences
No written lifetime guarantee, trust is purely based on
consumer
Minimum efforts in packaging, finishing, sales & low
advertising
Is usually bulky & traditional
Available only in traditional jewellery outlets