Beruflich Dokumente
Kultur Dokumente
On
“Buying behaviour
of gold
with regards to
Tanisq ”
SUBMITTED IN PARTIAL FULFILMENT OF THE
Submitted To:
Submitted By:
Academic Year:
2009-2010
Buying behaviour of Gold
DECLARATION
Place: Vapi
Grishma Tandel
Jairaj tailor
Jay Desai
Rohan Shahi
ACKNOWLEDGEMENT
Thanking You,
Grishma Tandel
Jairaj tailor
Jay Desai
Rohan Shahi
ITENARY
FExecutive Summary
FIntroduction
i) Tanishq profile
FAbout The Research
i) Purpose Of The Research
Marketing Research GIDC ROFEL Business School
Page 7
Buying behaviour of Gold
EXECUTIVE SUMMARY
INTRODUCTION
TANISHQ PROFILE
Evolution of Tanishq
Titan came into existence in July 1984, when the Tata Group
joined hands with the Tamil Nadu Industrial Development
Corporation (TIDCO) to make a foray into the watch industry.
Titan started manufacturing jewellery watches and jewellery in
1994. It set up its fully integrated Rs. 400 million-jewellery
plant in Hosur. The plant had the capacity to manufacture four
tonnes of gold in a year. Titan launched these products under
the brand name of Tanishq, in 1995. The name Tanishq, a
blend of two words, 'tan' (body) and 'ishq' (love), was coined
by Xerxes Desai, the Vice-Chairman and Managing Director of
Titan.
To change its image from a watch manufacturer to a fashion
accessories manufacturer, Titan was renamed Titan Industries
Ltd. in 1995. Titan scaled the capacity of its Hosur plant to
4.18 million units in 1996 to meet the domestic and
international demand. From the late 1990s, Titan's
commitment to the jewellery business increased.
When Titan launched Tanishq in 1995, the jewellery industry in
India valued at Rs 40,000 crore was mostly unorganized, with
around 3.5 lakh players. Before 1992, only the Metal and
Mineral Trading Corporation and the State Bank of India were
allowed to import gold. In 1992, as part of economic
liberalization, the government abolished the Gold Control Act
Marketing Research GIDC ROFEL Business School
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Buying behaviour of Gold
Growth of Tanishq
SWOT ANALYSIS
STRENGTH OPPORTUNITIES
Purity (karat meter) Global markets
Distribution network and Low cost jewellery
retailing store Customized jewellery
Award winning designs designs
Diversity in jewellery Concentrate on Gen-X by
gold/diamond/platinum having trendy jewellery
Competitive prices Expand retail stores
WEAKNESS THREATS
Capture Rs 70,000-crore Competition
Escalated gold costs lower Lack of Skilled workers
margins Gold not seen as s source
of investment. (Luxury is
needed).
• Weaknesses
Capture Rs 70,000-crore Indian jewellery market. Tanishq
comprises a
small share of the overall Rs 70,000-crore Indian jewellery
market and
hence it needs to increase its market share in this huge
industry. Escalated
gold costs has caused lower margins is to push sales as much
as possible.
• Opportunities
Global markets like USA needs to be looked at. Low cost and
easy to
wear jewellery should be further promoted. Customized
jewellery designs
should provided to the customers. Concentrate on Gen-X by
having
trendy jewellery. Expand retail stores in India to further
increase reach.
• Threats
Competition from local jewellers all over India. Lack of Skilled
workers
in jewellery industry. Gold is no longer seen as source of
investment.
People are more concerned about design and luxury.
Zoya
Secrets of the Egyptian pharaohs masked with the mystery of the comos;
Oriental art embellished with occidental architecture
Fashion Earrings
Wedding Collection
PROBLEM
Tanishq is one of the store who provides branded gold & have
brand name.
OBJECTIVES
Limitations
Hypothesis
Marketing Research GIDC ROFEL Business School
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Buying behaviour of Gold
SAMPLE
Sampling Frame:
Sampling Unit:
Sample Size:
RESEARCH METHODOLOGY
Research Tools:
Marketing Research GIDC ROFEL Business School
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Buying behaviour of Gold
i) Exploratory Research:
a) Exploratory research
b) Descriptive research
We did Interview of
We found that
a) Major people who buy gold from there are their regular
customers from long time
b) The people have trust on the purity of gold
c) He also said that people are having bad experience of
going to tanishq as the price of gold is more than what
they are paying to normal retailers.
1) Price
2) Quality
3) Service
4) Availability of pattern
5) Proximity to market
6) Ambiance of store
DETAILED FINDINGS
a) 5000 – 10000 =6
b) 10000 – 20000 = 11
c) 20000 – 30000 = 18
People who said they visit Tanishq & again goes for
repurchase
Hypothesis Testing
2 2
X = ∑ (o-e) / e
Price
Particular 1 2 3 4 5 Total
1 3 12 11 4 0 30
2 8 15 31 12 0 66
3 1 0 6 7 4 18
4 0 0 1 1 2 4
5 0 0 0 1 2 3
Total 12 27 49 25 8 121
Quality
Particular 1 2 3 4 5 total
1 3 2 2 0 0 7
2 1 4 5 2 0 12
3 2 10 20 11 3 46
4 6 9 18 8 5 46
5 0 2 4 4 0 10
Total 12 27 49 25 8 121
Particula
r 1 2 3 4 5 total
1 0 0 1 0 0 1
2 1 0 0 0 0 1
3 1 6 5 8 1 21
4 6 15 33 10 6 70
5 4 6 10 7 1 28
Total 12 27 49 25 8 121
Service
Observed expected o-e 2(o-e) 2(o-e)/e
PATTERN
Observed expected o-e 2(o-e) 2(o-e)/e
0 0.65 -0.65 0.4225 0.65
2 1.34 0.66 0.4356 0.325075
Particul
ar 1 2 3 4 5 total
1 2 0 6 2 0 10
2 2 2 3 0 1 8
3 4 6 18 8 4 40
4 3 7 14 9 1 34
5 1 12 8 6 2 29
Total 12 27 49 25 8 121
Proximity
Observed expected o-e 2(o-e) 2(o-e)/e
2 0.99 1.01 1.0201 1.030404
0 2.23 -2.23 4.9729 2.23
6 3.88 2.12 4.4944 1.158351
2 2.07 -0.07 0.0049 0.002367
0 0.67 -0.67 0.4489 0.67
2 0.79 1.21 1.4641 1.853291
Marketing Research GIDC ROFEL Business School
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Buying behaviour of Gold
Particular 1 2 3 4 5 total
1 1 1 0 4 1 7
2 0 2 6 2 0 10
3 5 6 11 6 2 30
4 3 9 17 8 11 38
5 4 9 14 5 4 36
Total 13 27 48 25 8 121
Questionnaire
Dear Sir/Madam
Q 1 ) Name:-________________________________________________________
Q 3) Age :- _________________
Others:-__________________________
On Occasion
Vapi ___________________
Valsad ___________________
Surat ___________________
Bombay ___________________
Others ___________________
Yes No
If Yes/No Why?
___________________________________________________________
e) Proximity to market ?
f) Ambiance of Store ?
Yes No
Yes No
a) Price
c) Service Offered
d) Patterns Available
e) Location of Store
f) Ambiance of store
Yes No
Yes No
Tanishq As a Store
Thank You
FINDINGS
Recommendation
&
Conclusion
Conclusion
People are more price conscious & they feel that the price in
Tanishq are more than what the normal retailers have. They
also feel that the quality they get is much higher than the
quality what the normal retailers give. They also found that the
patterns available are lesser than what they get in the normal
retail store. They also are service oriented so they are more
Recommendation
Bibliography
Tanishq Website
Tanishq Outlet
THANK YOU