This document summarizes research conducted for an advertising agency and jewellery brand in Palakkad, India. The research aimed to understand consumer perceptions, preferences, and levels of awareness of gold jewellery brands. A survey was administered to females in Palakkad urban areas. Key findings included that family and children were most significant to respondents, and quality was the main reason for preferring certain jewellery brands. Most purchases occurred during weddings. The document provides suggestions for the client's advertising campaign, such as targeting younger consumers and using customer testimonials.

1. PERCEPTIONS AND PREFERENCES OF
BUYER OF GOLD JEWELLERY
-A project done for Akshaya Gold & Diamonds, Palakkad
-Bassem Abdul Rashid
-85211009

2. PROFILE OF THE AD AGENCY AND THE CLIENT
 Ad Agency – The Local Network, Ernakulam.
Established in March 2012.
Major clients include Jayalakshmi Silks,
Radio Mango, Hawalker Chappals, Prince
Group etc.
 The Client – Akshaya Gold & Diamonds,
Palakkad. Owned by Prince Group.
Established in October 2012.

3. RESEARCH OBJECTIVE
 To aid the communication agency in its work
for the client’s advertising campaign.
 To evaluate the levels of awareness and
acceptance among people towards the new
jewellery brand.
 To evaluate consumer preferences to brands,
jewellery type etc.

4. LIMITATIONS TO THE STUDY
 The place of study was restricted to
Palakkad urban market.
 The study was restricted only among females
in their households.

5. RESEARCH METHODOLOGY

6. QUESTIONNAIRE INCLUDED
 Most valuable thing in their life.
 Significance of gold.
 Preferred jewellery in Palakkad and why?
 Key reason towards buying jewellery.
 Their perception about major brands.
 Purchase occasions.
 Preferred jewellery type.
 Purity looked for and effect of price rise on gold
purchase.

7. 0
10
20
30
40
50
60
70
80
Married Unmarried
0
5
10
15
20
25
30
Age…
0
5
10
15
20
25
30
35
40
Post
Graduate
Graduate Pre Degree SSLC
Educational…
PROFILE OF THE RESPONDENTS

8. DATA ANALYSIS
 40% of the respondents opined family as their
most significant thing in their life, followed by
22% opining for their children.
 About 40% and 30% of the respondents chose
Malabar and Kalyan respectively as their
preferred jewellery store with majority stating
that quality of gold as their reason for
preference.
 Source of awareness of the stores is mainly
through TV commercials and word of mouth
publicity.

9.  40% of the respondents see gold as an
investment while another 40% see it both as
an investment and adornment.
 A huge majority of the respondents purchase
gold during wedding occasion.
 About 32% of the respondents prefer plain
gold jewellery.
 Half of the respondents said there is an effect
in their purchase of gold due to price rise.

10. FINDINGS AND SUGGESTIONS
 Family and children are the most significant
things in respondents’ life which can be
generalized to everybody.
 Majority look for quality of gold as reason for
preference.
 Young consumers look for variety of designs.
 Most of them are aware about the stores
through TV commercials and word of mouth by
relatives.
 Consumers prefer to buy plain gold jewellery for
its high resale value and they are affected by
rising prices.

11.  Even though Akshaya Gold & Diamonds has
advertised extensively their reach towards
the common man is wide.
 The store seems to be that of elite class.
 Advertisements from the consumer’s view
point has to be done. Testimonial of the
customer about the store is suggested as an
advertising tool.

12. THANK YOU