Assignment of Business Research Presentation

8/9/2019 Assignment of Business Research Presentation

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Consumer Behavior on Branded

and Non Branded Jewelry

Assignment ofBusiness

Research


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• Ravindra Kumar MBA/15004/13

• Srishti MBA/15008/13

• Nitika MBA/15009/13

• Nidhi Jain MBA/15011/13

GrouM!m"!rs#


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$ntrodu%tion#

• As India makes rapid progress in the retail arena, the IndianJeweler market is undergoing a gradual development from

unorganized to organized formats.

• he !ewelry "usiness in India is estimated to "eat#s. $%,%%% &rores.

• A&&ording to the independent estimation studies &ondu&ted

"y 'orld (old Coun&il ) *&kinsey, out of the overallmarket share, the share of organized !ewelry market is less

than #s.+,%%% &rores.


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$ntrodu%tion#

he young Indian woman who is the prime market for theorganized retailers differs from the traditional !ewelry

&ustomer in many ways as enumerated "elow

• -he is well edu&ated and more in tune with internationaltrends

• In&rease in working women with high disposa"le in&omes

• (reater mo"ility• ess &onstrained "y traditions


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• o study and understand the "uying

"ehavior of &onsumers for "randed and

non"randed !ewelry

• o find the differen&e of per&eptions,

opinion and "ehavior of "randed and

non "randed !ewelry "uyers.

&"'!%tiv!#


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• o know the ma!or players of !ewelry

industry.

• o have an idea a"out parameters,

whi&h &onsumer &onsider while "uying

!ewelry.

&"'!%tiv!#


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• o have knowledge a"out demographi&

segments

• o know the knowledge level of

&ustomers regarding the !ewelry

"rands availa"le in the market.

&"'!%tiv!#

Research Problem

What kind of

jewelry are

preferred by the

consumers, Non- branded or

Branded?


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()oth!sis#

• he in&ome level of the "uyers has signifi&ant impa&t on

the type of !ewelry pur&hased "y them.

• Buyers make pur&hases only during some o&&asion likemarriages, gifts, et&.

• *ore of female "uyers are in&lined towards the newdesigns introdu&ed "y the "randed !ewelers.


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()oth!sis#

• he knowledge a"out the "randed !ewelers is dueto the advertisements floating on air or there are

other sour&es of information also.

• he pri&e of gold and other pre&ious stones also

play a signifi&ant role in the pur&hasing pro&edure.


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Sample size

• n/$%

Type of research

• 01ploratory

• 2ualitative

Sampling frame

• 3atna

• Busy market streets in 3atna like Boring #oad,

4ak"anglow and Bailey #oad.


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M!thodo*o+)#

• As a part of the study, we rea&hed out to the people at

various lo&ations like shopping malls, "azaars and side"y

side approa&hed family mem"ers, relatives and friends for

the smooth running of data &olle&tion.• 3rimary data has "een the first and foremost method of

data &olle&tion and it has "een done through a

5uestionnaire.• A sample of $% respondents was randomly sele&ted

in&luding students, housewives, working women and men.


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M!thodo*o+)#

• he raw data &olle&ted "y 5uestionnaire will "e then

transferred to -3-- whi&h will help in easily analyzing the

&olle&ted data and &oming to a &on&lusion a"out the "uying

"ehavior of &onsumers.

• he &entral tenden&y te&hni5ues like mean, median and

mode will "e helpful in finding the &ommon per&eption andgeneral liking of respondents towards "randed or non

"randed !ewelry.


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M!thodo*o+)#

• he signifi&an&e level has "een kept at $ per&entto avoid various errors &han&es.

• 6arious tools and te&hni5ues of -3-- will "e used

to analyze or esta"lish relationship "etween

various statements and to prove the hypothesisformulated earlier.


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,it!ratur! R!vi!-#

• he Indian market was witnessing an a&&elerated shift from

viewing !ewelry as an investment to regarding it as "eautifully

appealing ornaments. he fo&us had shifted from &ontent to

design.

• he younger generation was looking at trendy,

&ontemporary !ewelry and &learly avoiding heavy, traditionalgold !ewelry.


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,it!ratur! R!vi!-#

• he &onsumer wanted a wider sele&tion at a single

&onvenient lo&ation and e1pe&ted an international

shopping e1perien&e.

• he Indian &onsumer was willing to e1periment withnew designs.


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Analysis of iterature #eview

• o draw a &on&lusion from the a"ove literaturereview, one &an o"serve that there is immense

s&ope for the growth of "randed !ewelry.

• In spite of the e&onomi& slowdown, e1perts "elieve

that it will grow at a CA(# 7Compound Annual(rowth #ate8 of 9$:.


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Analysis of iterature #eview

• here are also statements like the industry doesnot &over the entire population, making a s&ope for

further growth.

• he review also "rings light to the fa&t that the

Indian &onsumers are pri&e sensitive and hen&ethe "randed !ewelers &annot &harge e1u"erant

pri&es for the same.


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Analysis of Colle&ted 4ata;


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2uestion 9; 'hy they do !ewelry pur&hase<

Analysis;


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2uestion =; 'hat kind of !ewelry do they "uy<

Analysis;


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2uestion >; ?rom where they prefer to pur&hase !ewelry<

Analysis;


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Question 15: Do you plan to shift the source of

purchasing jewelry?

#esult;


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2uestion +=; Brand preferen&e of #espondent

Analysis; 'e put the availa"le information in -3-- softwareand we go to

Analyze

Compare eans

!ne "ample #est

"elect the $ariables


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• After analysis of the collected data in "%"", we ha$ecome to the conclusion that the jewelry market in &ndia

is chan'in' rapidly and the buyin' beha$ior of people

is chan'in' accordin'ly(

• #he respondents under the study were hi'hly co-

operati$e and we came out with wonderful results

about their perception and the beha$ior(

Conclusion)


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• he results show that the pri&e of gold plays an important

role in the pur&hasing pro&edure. he rising pri&es of gold

are one of the main fa&tors that affe&t the pur&hase for a

middle &lass family.

• @n the &ontrary, it is not a pro"lem for the "usiness &lass

they are indifferent in "uying !ewelry irrespe&tive of the

pri&es, designs and the "rand.

• he &onsumers "uying "ehavior shows a shift from &ontent

to design in !ewelry i.e. fashiona"le !ewelry is the rage

nowadays and a&5uires a status sym"ol in their minds.

Conclusion)


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• 3eople also look for the &onvenien&e while

visiting the store and this is the reason why some

people today also visit non"randed !ewelry

shops for making pur&hases as they are easily

approa&ha"le, relia"le, pri&es are negotia"le and

also they have a long term relationship with them.

Conclusion)


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• @ne of the findings of the study also indi&ates theseasonal "uying "ehavior of the !ewelry.

• #espondents stated that they make most of thepur&hases when there is any spe&ial o&&asion like

marriage, anniversaries, festivals, "irthday gifts, et&.

• ?all in the pri&es of gold and silver also affe&t the

seasonal "uying "ehavior of the &onsumers.

Conclusion)


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'orld (old Coun&il 'e"site

*&kinsey 'e"site

Customer per&eption towards "randed !ewelry in India 4r. #atna

6adra ?a&ulty, I*, (hazia"ad ) 4r. (un!an *alhotra, ?a&ulty,I*,

(hazia"ad

Journal of gem industry

www."usinessstandard.&om

Bhatt, arish C@@ anish5, (rowing the "randed !ewelry market; An

Indian 01perien&e

www.gold.org D value D market intelligen&e D supply ) demand D !ewelry

*eferences)


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.hats A** .hanks ou

Assignment of Business Research Presentation

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