research on consumer preferences(branded and non branded jewellery)

1. Presentation On
Research Project
Submitted to: Submitted By:
Ms.Shailja Vasisht Aanchal Jain
PGDM 2014-16

2. TITLE AND OBJECTIVES
• A STUDY ON INDIAN WOMEN’S PERCEPTION TOWARDS
BRANDED &NON BRANDED JEWELLERY IN LUDHIANA
CITY
• OBJECTIVES :
 Gauging perception towards branded, non branded jewellery.
 Mapping of the variables that influence the customers towards
branded jewellery.

3. RESEARCH DESIGN
• Type Of Research Design :
 Descriptive
• Reasons For Descriptive Research Design :
 The research would be used to describe and measure usage
phenomenon of Indian women’s perception towards branded and
non branded jewellery (Ludhiana city )
 The researcher, i.e. me, would not be able to manipulate and alter the
consumers’ response, which would be governed by their own
perception.

4. DATA COLLECTION SOURCESS
• Primary Source :
 Structured Questionnaire
• Secondary Source :
 Journals , magazines , newspapers , online websites

5. SAMPLING PLAN
• POPULATION :
 Female Population of Ludhiana City
• SAMPLING FRAME :
 All the female of Ludhiana city.
• SAMPLING UNIT :
 A young adult of Ludhiana city owning a smartphone.

6. • SAMPLING SIZE :
 50 sample units from Ludhiana city
• SAMPLING TECHNIQUE :
 Simple Random Sampling and Convenience Sampling.
• REASON :
 Sampling is a non-probability sampling technique where subjects
are selected because of their convenient accessibility and data can be
collected in short span of time while spending less amount of
money.

7. CRUCIAL FINDINGS
 India is growing at a very fast pace and jewellery sector is the one
which would achieve 65% of the international market by 2016 .
 60% buy as an investment whereas 40% buy for the sake of
adornment which is still a positive sign.
 The branded jewellery sector is only 2-3 percent of the total
jewellery market in India.

8. CRUCIAL FINDINGS
 The guiding factor behind purchasing jewellery is price, quality ,
purity and design which score the maximum.
 Other factors are variety , brand image ,family and friends influence
 The least guiding factor for purchasing jewellery is service and
display.

9.  Branded jewellery is more reliable than non branded jewellery.
 The present generation gives more important to the branded
jewellery.
 The marketing stragegies adopted by the marketing executives along
with aggressive advertisements by focussing on all segments is
playing a major role in shifting demand of the consumers towards
branded jewellery.

10. QUESTIONNAIRE