Assignment of

Business
Research

Consumer Behavior on Branded

and Non Branded Jewelry

Group
Members:

Ravindra Kumar
MBA/15004/13
Srishti
MBA/15008/13
Nitika
MBA/15009/13
Nidhi Jain
MBA/15011/13

Introduction:
As India makes rapid progress in the retail arena, the Indian
Jeweler market is undergoing a gradual development from
unorganized to organized formats.
The jewelry business in India is estimated to beat
Rs. 50,000 crores.
According to the independent estimation studies conducted
by World Gold Council & Mckinsey, out of the overall
market share, the share of organized jewelry market is less
than Rs.1,000 crores.

Introduction:
The young Indian woman who is the prime market for the
organized retailers differs from the traditional jewelry
customer in many ways as enumerated below She is well educated and more in tune with international
trends
Increase in working women with high disposable incomes
Greater mobility
Less constrained by traditions

Objective:

To study and understand the buying

behavior of consumers for branded and
non-branded jewelry
To find the difference of perceptions,
opinion and behavior of branded and
non- branded jewelry buyers.

Objective:

To know the major players of jewelry

industry.
To have an idea about parameters,
which consumer consider while buying
jewelry.

Objective:

To have knowledge about demographic

segments
To know the knowledge level of
customers regarding the jewelry
brands available in the market.

Research Problem
What kind of
jewelry are
preferred by the
consumers, Nonbranded or
Branded?

Hypothesis:
The income level of the buyers has significant impact on
the type of jewelry purchased by them.
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.

Hypothesis:
The knowledge about the branded jewelers is due
to the advertisements floating on air or there are
other sources of information also.
The price of gold and other precious stones also
play a significant role in the purchasing procedure.

 Samplesize

n=50

Typeofresearch
Exploratory
Qualitative
Samplingframe
Patna
Busy market streets in Patna like Boring Road,
Dakbanglow and Bailey Road.

Methodology:
As a part of the study, we reached out to the people at
various locations like shopping malls, bazaars and side-byside approached family members, relatives and friends for
the smooth running of data collection.
Primary data has been the first and foremost method of
data collection and it has been done through a
questionnaire.
A sample of 50 respondents was randomly selected
including students, housewives, working women and men.

Methodology:
The raw data collected by questionnaire will be then
transferred to SPSS which will help in easily analyzing the
collected data and coming to a conclusion about the buying
behavior of consumers.
The central tendency techniques like mean, median and
mode will be helpful in finding the common perception and
general liking of respondents towards branded or nonbranded jewelry.

Methodology:
The significance level has been kept at 5 percent
to avoid various errors chances.
Various tools and techniques of SPSS will be used
to analyze or establish relationship between
various statements and to prove the hypothesis
formulated earlier.

Literature Review:
The Indian market was witnessing an accelerated shift from
viewing jewelry as an investment to regarding it as beautifully
appealing ornaments. The focus had shifted from content to
design.
The younger generation was looking at trendy,
contemporary jewelry and clearly avoiding heavy, traditional
gold jewelry.

Literature Review:
The consumer wanted a wider selection at a single
convenient location and expected an international
shopping experience.
The Indian consumer was willing to experiment with
new designs.

Analysis of Literature Review

To draw a conclusion from the above literature
review, one can observe that there is immense
scope for the growth of branded jewelry.
In spite of the economic slowdown, experts believe
that it will grow at a CAGR (Compound Annual
Growth Rate) of 25%.

Analysis of Literature Review

There are also statements like the industry does
not cover the entire population, making a scope for
further growth.
The review also brings light to the fact that the
Indian consumers are price sensitive and hence
the branded jewelers cannot charge exuberant
prices for the same.

Analysis of Collected Data:

Question 2: Why they do jewelry purchase?

Analysis:

Question 3: What kind of jewelry do they buy?

Analysis:

Question 6: From where they prefer to purchase jewelry?

Analysis:

Question15:Doyouplantoshiftthesourceof
purchasingjewelry?
Result:

Question 13: Brand preference of Respondent

Analysis: We put the available information in SPSS software
and we go to

Analyze
Compare Means
One Sample Test
Select the variables

Conclusion:
After analysis of the collected data in SPSS, we have
come to the conclusion that the jewelry market in India
is changing rapidly and the buying behavior of people
is changing accordingly.

The respondents under the study were highly cooperative and we came out with wonderful results
about their perception and the behavior.

Conclusion:
The results show that the price of gold plays an important
role in the purchasing procedure. The rising prices of gold
are one of the main factors that affect the purchase for a
middle class family.
On the contrary, it is not a problem for the business class;
they are indifferent in buying jewelry irrespective of the
prices, designs and the brand.
The consumers buying behavior shows a shift from content
to design in jewelry i.e. fashionable jewelry is the rage
nowadays and acquires a status symbol in their minds.

Conclusion:
People also look for the convenience while
visiting the store and this is the reason why some
people today also visit non-branded jewelry
shops for making purchases as they are easily
approachable, reliable, prices are negotiable and
also they have a long term relationship with them.

Conclusion:

One of the findings of the study also indicates the

seasonal buying behavior of the jewelry.

Respondents stated that they make most of the

purchases when there is any special occasion like
marriage, anniversaries, festivals, birthday gifts, etc.

Fall in the prices of gold and silver also affect the

seasonal buying behavior of the consumers.

References:
World Gold Council Website
Mckinsey Website
Customer perception towards branded jewelry in India- Dr. Ratna
Vadra Faculty, IMT, Ghaziabad & Dr. Gunjan Malhotra, Faculty,IMT,
Ghaziabad
Journal of gem industry
www.business-standard.com
Bhatt, Harish COO Tanishq, Growing the branded jewelry market: An
Indian Experience
www.gold.org / value / market intelligence / supply & demand / jewelry

Thats All
Thanks You