1.

0 INTRODUCTION TO TOPIC[1]

1.1 Who is customer?

In the 21st century customers are generally categorised into two types:

1. AN ENTREPRENEUR OR TRADER: A dealer who purchases goods for

resale.
2. An end user or ultimate customer who does not re-sell the things bought
but is the actual consumer or an agent such as purchasing officer for the
consumer.[1]

1.2 What is preference?

A preference is a technical term in psychology,economics and philosophy

usually used in relation to choosing between alternatives, someone has a
preference of A over B if they would choose A rather than B.

In psychology,preference could be conceived of as an individual attitude

towards a set of objects,typically reflected in an explicit decision making
process.

In economics and other social sciences,preference refers to the set of

assumptions related to ordering some alternatives based on degree of
happiness,satisfaction,gratification,enjoyment or utility they provide a process
which results in an optimal choice.[2]

1.3Customer preference

Customer preferences are expectations ,likes ,dislikes ,motivation ,and

inclinations that drive customers purchasing decisions.They complement needs
in explaining customer behaviour. For example: A customer needs shoes and
they had prefer a particular brand, style, and color. Appealing to

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thepreferencesof customer is a basic marketing technique that is useful for
branding, product development, distribution and customer experience.[3]

2.0 Introduction to Tata

2.1 About Tata Company

Type:Public

Industry:Conglomerate

Founded:1868;1489 years ago

Founder:Jamshedji Tata

Headquarter:Bombayhouse,Mumbai, Maharashtra

Area served:Worldwide

Key people:NatarajaChandrasekaran(chairman)

Saurabh Agarwal (C.F.O)

Products:Airlines,automotive,consumergoods,chemicals,defence and
aerospace,electricaldistribution,engineeringservices,financialservices,healthcare,
informationtechnology,locomotives,realestate,steel,telecommunications

Revenue:US$100 billion (2017)

Total assets:US$126 billion(2017)

Owner:Tata sons

No. of employees:695699(2017)

Website:www.tata.com

Chairman:JamshedjiNusserwanjiTata(1868-190 Sir DorabTata(1904-1932)

2
NowrojiSaklatwala(1932-1938)

JRD Tata(1938-1991)

RatanTata(1991-2012)

Cyrus PallonjiMistry(2012-2016)

Ratantata(2016-2017)

Nataranjanchandrasekarn(2017)

Tata group is an Indian conglomerate holding company headquartered at

Mumbai, Maharashtra, India. It was founded in 1868 by Jamsetji Tata and
gained international recognition after purchasing several global companies. It is
one of the India’s largest conglomerate and is owned by“Tata sons”, a charity
commissioner in India. Each Tata company or enterprise operates independently
under the guidance and supervision of its own BOD and shareholders. There are
30 publicaly listed Tata enterprise with a combined market capitalisation of
about$130 billion as of march 2017. Tatacompanieswith significant scale
include Tata steel, Tata motors, Tata consultancy services, Tata power, Tata
chemicals, Tata global beverages, Tata services, titan, Tata communications and
taj group.[4]

2.2 Introduction to Tanishq

In a market that has traditionally been dominated by family jewellers, it took the
entry of Tanishq, India’s most desirable and fastest growing jeweller brand from
the house of titan in 1995, to give Indian’s access to a product whose promise
was truly as good as gold.

3
Tanishq appeal lies in the wealth of its designs and purityof gold. It has won the
trust and admiration of customers and created a unique position for itself in the
market place.

The association with Bollywood blockbusters likes Paheli and Jodha Akbar and
the 2003 miss India beauty Pagent have enhanced the brands appeal, lending it
an aura of elegance and grandeur.

Tanishq stands out as a brand that abides by value of trust worthiness,

credibility and respect. The power of brand was further enhanced with the
introduction of KARAMETERS-A tool that helped customers gauge the quality
of their gauge the quality of their gold-in every Tanishq outlet.

By introducing revolutionary, innovative designs in a market that Workship

tradition the brand created its own tradition of retail success.YetTanishq is more
than jewellery retailer it stands for reassurance of quality and ethics. The fact
that it belongs to a tat family assures the customer that with tanishq, all glitters
is certainly pure Gold.

2.3 Launching of Tanishq

Titan launched tanish in the year 1995, India’s largest, most desireable and
fastest growing jewellery brand in india. Diligent care and quality
processesensures that the tanisq finish is unmatched by the other jewellery in
the country.

Tanishq challenged the age old jewellers word with TATA’S guaranteed purity.
It exploded the market with facts about rampant impurity across India.it
introduced technology backed challenge in a category completely governed by

4
individual trust.Tanishq introduced innovations like karat meter,only non-
destructive means to check the purity of gold

In its early days,Tanishq was positioned as an international jewellery brand for

the Indian elite.Moreover, it is Italian designs in 18 carat jewellery abandoning
its western look, Tanishq’s designers choose to work on a fusion of
contemporary and traditional Indian motifs.

2.4Tanishq in India

Tanishq is India’s most desirable and fastest growing jewellery brand in India
started in 1995, Tanishq is the jewellery business group of titan industries ltd.-
promoted the TATA group, India’s most respected and diversified business
conglomerate. This year marks a decade of successful innings for Tanishq with
a retain sales of 1200 crore last year and running for 200 crores this year. It is a
story of a successful Indian enterprise, which has delivered value to its
customers and shareholders in a complex category, market by its completely
front end as well as back end.Tanishq has set up production and sourcing bases
with tough research of the jewellery crafts ofIndia.Jewellery at Tanishq is
crafted in one of the most modern factories. The factory complies with all the
labour and environmental standards located at Hosur, Tamil Nadu, the 135000
Sq ft. factory is equipped with the latest and most modern machinery and
equipment. Every product at Tanishq is painstakingly crafted to perfection.
Diligent care and quality processes ensure that the Tanishq finish is unmatched
by another jeweller in the country.

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3.0 Present state affairs of tanishq

1. CEO: Jacob Kurian

2. BOD: Mr. Bhaskar Bhatt(MD)
a. Mr. NN Tata(director)
b. Mr. Harish bhatt(director)
c. Mr. T.K Balaji(independent director)
d. Ms. Vinita Bali(independent director)
e. Mrs. HemaRavichandar(independent director)
f. Prof. Das Narayandas(independent director)
g. Mr. T.K arun(director)
h. Mrs. Ireenavital(independent director)
i. Mr. Ashwanipuri(independent director)

3.Tanishq brand has retained its 15% revenue growth forecast in the
segment despite adipin the previous fiscal.

4.Tanishq has launched a new brand campaign to spread awareness about

various parameters of buying jewellery.

5.The new brand campaign, launched in April 2017, was avid on most of
the news and entertainment channels.

6.Tanishq has also reduced making charges for plain gold jewellery to make
tanishqaccessible to larger customer base.

7.Tanishq has currently 174 stores exclusively for jewellery sales and it
plans to add 30 more stores.

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4.0 Plans and policies of Tanishq

4.1Tanishq Swarnanidhi Scheme

The TanishqSwarnanidhi Scheme is a gold booking scheme which entitles the

individual to book grams of gold and redeem them against gold purchases from
Tanishq. Under the scheme, the individual is required to make a
deposit/deposits every month for 8 months, with the amount converted into gold
grams based on the prevailing gold rate at the time of the deposit being made.

The total amount at the end of the 8-month period can then be used to buy
jewellery against the value of a gram of gold at the time of purchase.

For example, if the individual has booked a total of 200 grams over the term of
the scheme and the prevailing gold rate at the time of redemption is Rs. 3,000
per gram, the individual can buy gold worth Rs.6,00,000.

4.2Tanishq Golden Harvest Scheme

Tanishq has constantly been aiming for excellence in its product quality and
delivery and optimising the customer experience. As part of this, it has launched
the Tanishq Golden Harvest, which is a jewellery purchase scheme that allows
individuals to deposit a sum of money every month, which can be used to make
a jewellery purchase at a subsidized rate.

This scheme allows individuals to set aside money for a purchase at a later date
and also avail of a discount on the purchase. Tanishq has a 10 month as well as
a 6 month scheme, allowing individuals to select one based on their needs.

7
5.0 SWOT analysis ofTanishq

5.1 Strength

1. One of the most trusted jewellery brand in India

2. Strong backing of the titan industries of the Tata group
3. Award winning designs
4. Has its presence in over 100 Indiancities.
5. Excellent branding and advertising through TV and print of campaigns
6. Association with celebrities as brand ambassadors to reach out to the
customers

5.2 Weakness

1. Limited global presence as compared to few other international brands.

2. While Tanishq offers wedding jewellery for various regions,there is
acommon misconception that the brand is more suited for north Indians
and does not have a wide collection of traditional wedding jewellery for
other community.
3. Tough competition from other jewellery brands means limited scopes of
growth

5.3 Opportunities:

1. Tie ups with corporate and business partners1.TATA support

2. Global penetration in other countries
3. Acquisition of smaller business to increase brand position
4. Gold demand usually keeps increasing as the population increases,
demand increases thus value increases

5.4 Threats:

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1.Local jewellers.

2.Government regulations.

3.Economic fluctuations mean people decreasing their spending

4.Government policies, taxes etc. also affect the premium jewellery

segments.

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 6.0 Objectives of study

The objectives of the study the “customer preference towards Tanishq

jewellery” is to find out:
1. To compare between customer preference among the branded and non-
branded jewellery.
2. To know customer perception towards jewellery
3. Brand awareness of various brands in the Jewellery Market
4. To have an idea about the parameters the Customer consider while buying
jewellery

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 7.0 RESEARCH METHODOLOGY

1. Research type- the researcher study is descriptive and depicted that all the
interpretation and data is in descriptive form.
2. Sample region area Bareilly-the sample area chosen for research was
Bareilly.
3. Sample size 80- A total of 100 questionnaires were filled out of which 20
were rejected. Sample size thus taken was 80.
4. Type of data-primary and secondary
5. Questionnaires and interpretation were the result of direct efforts made by
the researcher while information regarding the company is collected
through secondary data. Thus the data collection is primary and
secondary data.
6. Method of data collection-Questionnaire
a. The researcher took the help of questionnaire to complete the
research evaluating marketing strategies adopted by Tanishq
Jewellery.
7. Sampling technique-convenience non-random technique
a. The researcher took help of convenience sampling to collect data.
The respondents who were willing to conveniently participate in
the study were approached first.
8. Type of questionnaire-open ended
a. The research is based on the close ended questionnaire in which the
researcher has given the limited choices to respondents and
respondents had only chosen from those choice.

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8.0.ANALYSIS AND INTERPRETATION OF COLLECTED DATA

Q1.WHAT ARE THE MOST IMPORTANT CRITERIA WHILE

CONSIDERING A JEWELLERY PURCHASE?

Total
STYLE, 21, 26% BRAND, 24, BRAND
30%
DESIGN
DESIGN, 24,
30%
REPUTATION OF THE
STORE
REPUTATION
STYLE
OF THE STORE,
11, 14%

INTERPRETATION:

Researcher depicted in the above pie chart that out of 100%(N=80) responses
(N=24)30% prefers brand,(N=24)30% respondents prefer design,(N=11)14%
prefers reputation of the store,(N=21)26% respondents prefer style.

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Q2.ON AN AVERAGE HOW FREQUENTLY DO YOU PURCHASE
JEWELLERY?

ONLY ON ONCE A
SPECIAL MONTH, 6, Total ONCE ONCE A
OCCASIONS, 7% EVERY 6
39, 49% MONTH
MONTHS,
18, 23% ONCE EVERY 6
MONTHS

ONCE EVERY 6
MONTHS,ONCE
ONCE EVERYEVERY YEAR
6
MONTHS,O
ONCE EVERY NCE EVERY
YEAR, 16, YEAR, 1, 1%
20%
INTERPRETATION:

Researcher depicted in above pie-chart that out of 100% (N=80) responses

(N=6)7% respondents prefer once a month, (N=18)23%respondents prefer once

every 6 months,1%(N=1) respondents prefer once 6 month,20%(N=16) 0nce

every year,49%(N=39)respondents prefer only on special occasions.

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Q3.WHEN DO YOU WEAR JEWELLERY?

Total
EVERY DAY
EVERY DAY,
15, 19%
ON
WEEKENDS
ON WEEKENDS
ONLY, 6, 7% ONLY

ONLY ON
SPECIAL
ONLY ON
OCAASIONS
SPECIAL
OCAASIONS
, 59, 74%

INTERPRETATION3:

Researcher depicted in the above pie-chart that out of 100%(N=80)responses

19%(N=15) prefers everyday,7%(N=6) prefers on weekends only,74%(N=59)
prefers only on special occasions.

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Q4.DO YOU PREFER TO BUY JEWELLERY FROM A PARTICULAR
SHOP?

Total

NO, 16, 20%

NO
YES, 64, 80%
YES

INTERPRETATION4:

Researcher depicted in the above pie chart that out of 100%(N=80) responses
20%(N=16) prefers no,80%(N=64) prefers yes.

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Q5.HAVE YOU HEARD ABOUT TANISHQ JEWELLERY?

Total
NO, 1, 1%

NO
YES
YES, 79, 99%

INTERPRETATION5:

Researcher depicted in the above pie chart that out of 100%(N=80) responses
1%(N=1) prefers no,99%(N=64) prefers yes.

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Q6.ARE YOU AWARE OF DIFFERENT CATEGORIES OF TANISHQ?

Total

NO, 16, 20%

NO
YES, 64, 80% YES

INTERPRETATION6.

Researcher depicted in the above pie chart that out of 100%(N=80) responses
20%(N=16) prefers no,80%(N=64)pefers yes.

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Q7. CUSTOMER PREFERENCE TOWARDS PRICE OF TANISHQ
JEWELLERY?

Total

VERY GOOD, AVERAGE, 20,

21, 26% 25%
AVERAGE
GOOD
GOOD, 39, 49% VERY GOOD

INTERPRETATION7.

Researcher depicted in the above pie chart that out of 100%(N=80), 25%(N=20)
respondents prefer average,49%(N=39)respondents prefer good,26%(N=21)
respondents prefer very good.

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Q8. CUSTOMER PREFERENCE TOWARD PURITY AND QUANTITY OF
GOLD OF TANISHQ JEWELLERY?

Total
AVERAGE, 2,
2%

GOOD, 34,
AVERAGE
VERY GOOD, 43%
44, 55% GOOD
VERY GOOD

INTERPRETATION8.

Researcher depicted in the above pie chart that out of 100%(N=80),2%(N=2)

respondents prefer average,43%(N=34)respondents prefer good,55%(N=44)
respondents prefer very good.

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Q9. CUSTOMER PREFERENCE TOWARDS SERVICES OFFERED BY
TANISHQ JEWELLERY?

Total
AVERAGE,
VERY GOOD, 17, 21%
34, 43%
AVERAGE
GOOD
VERY GOOD
GOOD, 29,
36%

INTERPRETATION 9:

Researcher depicted in the above pie chart thatout of 100%(N=80),21%

(N=17)respondents prefer average,36%(N=29)respondents prefer
good,43%(N=34)respondents prefer very good

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Q10. CUSTOMER PREFERNCE TOWARDS PATTERNS AVAILABLE OF
TANISHQ JEWELLERY?

AVERAGE,
Total 11, 14%

BAD, 1, 1% AVERAGE
VERY GOOD, BAD
39, 49%
GOOD
GOOD, 29,
36% VERY GOOD

INTERPRETATION:

Researcher depicted in the above pie chart that out of 100%(N=80),14%(N=11)

respondents prefer average,1%(N=1)respondents prefer
bad,36%(N=29)respondents prefer good,49%(N=39)respondents prefer very
good.

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Q11.CUSTOMER PREFERENCE TOWARDS LOCATION OF STORE OF
TANISHQ JEWELLERY?

VERY Total AVERAGE

, 10, 12% BAD, 12,
GOOD, 23,
29% 15%
AVERAGE
BAD
GOOD, 34, GOOD
VERY 43%
BAD, 1, VERY BAD
1% VERY GOOD

INTERPRETATION:

Researcher depicted in the above pie chart that out of

100%(N=80),12%(N=10)respondents prefer average,15%(N=12)respondents
prefer bad,43%(N=34)respondents prefer good,1%(N=1)respondents prefer
very bad,29%(N=23)respondents prefer very good.

22
Q12.CUSTOMER PREFERENCE TOWARDS TANISHQ AS STORE OF
TANISHQ JEWELLERY?

Total
AVERAGE, 6, BAD, 1, 1%
8%
VERY AVERAGE
GOOD, 33,
41% GOOD, 40, BAD
50% GOOD
VERY GOOD

INTERPRETATION12:

Researcher depicted in the above pie chart that out of 100%(N=80),8%(N=6)

respondents prefer average,1%(N=1)respondents refers
bad,50%(N=40)respondents prefer good,41%(N=33)respondents prefer very
good.

23
Q 13.WOULD YO U RECOMMEND OTHERS TO BUY TANISHQ
JEWELLERY?

Total NO, 8, 10%

NO
YES, 72,
90% YES

INTERPRETATION:

Researcher depicted in the above pie chart that out of 100%(N=80) responses
10%(N=8) prefers no,90%(N=72) pefer yes.

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Q14.WHICH BRAND DO YOU PREFER IN THE ABSENCE OF TANISHQ?

KAPISH
RAM Total JEWELLERS,
KUMAR 18, 22%
JEWELLERS,
KAPISH JEWELLERS
23, 29%

MODERN
OTHERS, 18,
JEWELLERS
23%
MODERN OTHERS
JEWELLERS,
21, 26%

INTERPRETATION14:

Researcher depited in the above pie chart that out of 100%(N=80),22%(N=18)

respondents prefers kapish jewellers,26%(N=21)respondents prefer modern
jewellers,23%(N=18)respondents prefer others,29%(N=23)respondents prefer
ram kumar jewellers.

25
Q15.YOU BUY JEWELLERY FOR?

Total
FASHION,
OCCASIONS, FASHION
21, 26%
30, 38%
FESTIVALS
INVESTMENT

FESTIVAL OCCASIONS
INVESTMEN
T, 23, 29% S, 6, 7%

INTERPRETATION:

Researcher depicted in the above pie chart that out of

100%(N=80),26%(N=21)respondents prefer fashion,7%(N=6)respondents
prefer festivals,29%(N=23)respondents prefer
investment,38%(N=30)respondents prefer occasions.

26
9.0FINDINGS

1. Researcher depicted that out of 100%(N=80) responses (N=24)30%

prefers brand,(N=24)30% respondents prefer design,(N=11)14% prefers
reputation of the store,(N=21)26% respondents prefer style.
2. Researcher depicted in above pie-chart that out of 100% (N=80)
responses (N=6)7% respondents prefer once a month,
(N=18)23%respondents prefer once every 6 months,1%(N=1)
respondents prefer once 6 month,20%(N=16) 0nce every
year,49%(N=39)respondents prefer only on special occasions.
3. Researcher depicted in the above pie-chart that out of
100%(N=80)responses 19%(N=15) prefers everyday,7%(N=6) prefers on
weekends only,74%(N=59) prefers only on special occasions.
4. Researcher depicted in the above pie chart that out of 100%(N=80)
responses 20%(N=16) prefers no,80%(N=64) prefers yes.
5. Researcher depicted in t9he above pie chart that out of 100%(N=80)
responses 1%(N=1) prefers no,99%(N=79) prefers yes.
6. Researcher depicted in the above pie chart that out of 100%(N=80)
responses 20%(N=16) prefers no,80%(N=64)pefers yes.
7. Researcher depicted in the above pie chart that out of
100%(N=80),25%(N=20)respondents prefer
average,49%(N=39)respondents prefer good,26%(N=21) respondents
prefer very good.
8. Researcher depicted in the above pie chart that out of
100%(N=80),2%(N=2) respondents prefer
average,43%(N=34)respondents prefer good,55%(N=44) respondents
prefer very good.
9. Researcher depicted in the above pie chart thatout of 100%(N=80),21%
(N=17)respondents prefer average,36%(N=29)respondents prefer
good,43%(N=34)respondents prefer very good
10.Researcher depicted in the above pie chart that out of
100%(N=80),14%(N=11) respondents prefer
average,1%(N=1)respondents prefer bad,36%(N=29)respondents prefer
good,49%(N=39)respondents prefer very good.
11.Researcher depicted in the above pie chart that out of
100%(N=80),12%(N=10)respondents prefer

27
 average,15%(N=12)respondents prefer bad,43%(N=34)respondents
prefer good,1%(N=1)respondents prefer very bad,29%(N=23)respondents
prefer very good.
12.Researcher depicted in the above pie chart that out of
100%(N=80),8%(N=6) respondents prefer average,1%(N=1)respondents
refers bad,50%(N=40)respondents prefer good,41%(N=33)respondents
prefer very good.
13.Researcher depicted in the above pie chart that out of 100%(N=80)
responses 10%(N=8) prefers no,90%(N=72) pefer yes.
14.Researcher depited in the above pie chart that out of
100%(N=80),22%(N=18) respondents prefers kapish
jewellers,26%(N=21)respondents prefer modern
jewellers,23%(N=18)respondents prefer others,29%(N=23)respondents
prefer ram kumar jewellers.
15.Researcher depicted in the above pie chart that out of
100%(N=80),26%(N=21)respondents prefer
fashion,7%(N=6)respondents prefer festivals,29%(N=23)respondents
prefer investment,38%(N=30)respondents prefer occasions.

28
10.0 LIMITATIONS

1. The area of the study was confined to Bareilly region only.Therefore the
results cannot be universally accepted.

2. The study was limited to the sample size of 80 respondents only,so this
cannot be a full proof.

3. The time given for research study was limited.

4. The researcher has collected data by convenient sampling using questionnaire

so there may be a possibility of certain deviations

29
11.0 CONCLUSION

We have concluded from the above study that the individuals are moving
towards brand rather than local retailers most of the population buy frequently
and the reason why people going for more of is the certification of branded
jewellery .

It is not that people are ignoring local retailers large number of total populations
still demands local jewellers and the reason is the reliability of the retailers.
People generally don’t compare the prices between the branded showrooms and
the local retailers.

From the above data I have concluded that, average percentage % of population
is still bends towards local retailers and more than half of the population is
satisfied with the prices, designs and services provided by them.

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 12.)QUESTIONNAIRE
Customer preference towardsTata jewellery(Tanishq)
(With special reference to Bareilly region)

Name of the researcher- HarshitaSaxena

Research centre-K.C.M.T
Please provide the following information before filling in futher
details:
Name:_________________________________
Gender:__________________
Age:____________class:_________________qualification:______________
__
Postal
address:____________________________________________________
________________PIN:______________District:______________________
___ mobile number:___________________
e-
mail:__________________________________________________________

1. Are you aware of Tanishq?

a. Yes b.No

2. How do you come to know about Tanishq jewellery?

a. Tv d. Newspaper
b. Hordings e. Pamphlets
c. Friends/relatives f. Other

3. Have you visited Tanishq store?

a. Yes b. No
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4.Are you aware of different categories of Tanishq?
a. Yes b. No
5. Have you ever bought anything from there?
a. Yes b. No
6.If yes, then rate Tanishq on following criteria given below:

particulars Very good Good Average Bad Very bad

Price

Purity and
qt. of gold
Services
offered
Patterns
available
Location of
store
Tanishq as a
store

7.During re purchase, do you go to Tanishq?

Yes No

8.Would you recommend others for buying tanishq products?

Yes No

Thank you for your time and valuable cooperation

Please return the questionnaire to the researcher ,in a separate

Envelope
Or
e-mail if you prefer filling in soft copy to
harshitasaxena023@gmail.com

32
13.0 BIBLIOGRAPHY
1. https://en.wikipedia.org/wiki/Customer
2. https://en.wikipedia.org/wiki/Preference
3. https://en.wikipedia.org/wiki/Tata_Group
4. www.tatawestside.com/article/inside/sAT6oMLKmcA=/TLYVr3YPk
MU=
5. https://www.titan.co.in/Corporate/Board-of-Directors
6. http://www.mbaskool.com/brandguide/lifestyle-and-retail/2680-
tanishq.html
7. http://www.mbaskool.com/brandguide/lifestyle-and-retail/2680-
tanishq.html
8. https://www.google.co.in/search?q=plans+and+policies+of+tanishq
&client=opera&hs=6DZ&tbm=isch&tbo=u&source=univ&sa=X&ved
=0ahUKEwiu-
P6fgrnXAhXJO48KHYaJDg0QsAQIPA&biw=1320&bih=658#imgrc
=O-mdrYd-osOC-M:
9. https://www.google.co.in/search?q=objectives+of+tanishq&client=o
pera&hs=Nid&tbm=isch&tbo=u&source=univ&sa=X&ved=0ahUKE
wjS4_vCwrnXAhUIqI8KHbVfBy4QsAQIPQ&biw=1320&bih=658#i
mgrc=VXSPpWk_v0sNpM:

10.https://www.bankbazaar.com/gold-rate/tanishq-gold-schemes.html

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