Gold Jeweler industry in Bangladesh is a highly labor intensive industry which employs about 2-3 lakhs of artisans.

and a large number of' labour for carrying out the retail trade in the local markets. he industry's investment-employment ratio is the lowest compared with many other industries. he !ewelery industry of Bangladesh has dropped down due to rise in price of ".#.$ dollars% less consumption as purchase ability has also decreased. #pecially% Gold !ewellery sales dropped by more than &' percent in the past 3 years. his huge fluctuation of prices has been occurred due to sudden rise in ".#.$ dollars which has also increased prices in international markets of gold !ewellery. (owadays% without any marriage ceremony% any special occasions customers don)t purchase Gold% especially the middle class. *hereas% other !ewelleries such as% mainly #ilver and Gold-+lated materials sales are increasing for customers alternatives demand. #mall Gold Jewellery makers and traders are now more emphasi,ing to produce !ewelleries of other materials as demands pushing them. #ome of them are importing !ewelleries from other countries also. -./ rends of Bangladeshi !ewelleries are moving from gold to gold-plated !ewelleries mainly because of rise in price. (ow% the international market of price has increase% which has influenced the local !ewelers to increase the price. he market researcher has found the price increased such as% in 2''3 the price was k 2'%0.1 per bhari 2...00 grams3 and mow it has become k 24%2''. 5d. Julficker 6ossain the !ewel owner of Gayna Ghar% a !ewellery shop in 7hanmondi market said that 8customer)s satisfaction is very important to me. 9ur aim is to make a client look beautiful with beautiful ornament. :very customers is e;ual to me% < visuali,e her face% elegance% look while designing !ewellery for her.= <t has been figure out that average sale of the branded gold !ewellery shops per month is about minimum 3 crores. he gold !ewellery have slumped more than &' percent in the past 3 years as demand for ornaments declined in line with soaring prices of the precious metal on the local market. <t has been assumed by the shop owner that Bangladeshi customers are very choosy% but this kind of materials have huge market for them if the !ewellers% create new designs% change trends often to satisfy them. he gold plated !ewelleries are available at most cosmetics shops and the large shopping centres mainly in >hadni >hawk and Gausia. (owadays% the trend of gold-plated silver !ewellery is helping the woman looks beautiful at low cost. <t is asserted that in future Bangladesh would e?port Gold !ewellery to middle east mainly #audi $rabia because of their hand made !ewelleries

The jewellery industry of Bangladesh has opportunities in future of being unique at the international market because of manufacturing jewelleries of different types of materials such as soil, wood, fiber, plastic, cheaper stones etc. The market of gold has dropped down due to economic recession with the increase in demand for other materials such as silver, gold-plated and diamond. The demand for handmade gold jewellery has increased internationally for unique design and labor cost is also less in Bangladesh. W !" - #n Bangladesh, there are different types of religion among which mostly $uslim and indu community people wear jewelleries during the festival time such as !id, %uja, etc. "ot only that, at the time of Bengali cultural program such as %ahela Baishakh, %ahela &algun, 'ictory (ay and )*st &ebruary, both woman and teenagers wears ornaments. The other community people, +hristian and Buddhist they usually don,t spend too much on buying these heavy jewelleries, they like to wear simple, unique, types of jewelleries. W - - $ostly women are interested to buy traditional kinds of jewelleries whereas youth are attracted to jewelleries made of other materials. #t is traditional in marriage ceremony for us to buy gold jewelleries and indu communist use gold jewelleries to decorate their #dols. Both women and youth people love to wear jewelleries made of soil, wood, plastic and other types of materials, even we have jewelleries made from flowers which are used in time of marriage ceremony, which are unique and makes women look more beautiful. .W / #n two ways people buy these products which is cash 0 credit purchase. "ot all shop allows the credit purchase. .ther than these, some banks provide loan for marriage ceremony which people can use to buy gold jewelleries.

The 1elationship between the %urchaser and 1ecipient - The relationship between the purchaser and recipient of jewellery is usually formal. +ustomers buy gold 0 diamond jewelleries from any brand shop but for other types of materials like, silver, gold-plated, metal, etc there is no such brand, only for stone materials there is a shop name 2ems+ollection. "owadays due to increase in price of gold, customers are moving their ways to these kinds of materials more and they are making ornaments matching with their dresses. 3ometimes the difference of the

shop comes with its e4tra offers for the customers such as, warranty 0 guarantee, available of credit purchase, e4change offers, quality of gold etc which pulls customers again and again.

Motivation Factors
3ocial-+ultural - 5s we belong to Bengali culture, both youth 0 women wear dresses like mainly 3aree 0 3alwar 6amee7 which looks really beautiful and we adorn ourselves with jewelleries to enrich our beauty. The purchasing power varies for some social factors such as, income level, education, occupation, etc. #n case of buying gold 0 diamond, we mostly depend on brand name shop but for other types there are no such specific brands. %eer %ressures - Women get influenced by their family members, friends, and colleagues to spend on gold 0 diamond jewelleries mostly those who are professional and housewives. 3ometimes it changes to competition among the peers or friends to buy gold with unique design more and more. %re-%ost $arriage - Women those are in pre-marriage category are the most user compare to post-marriage one. -outh or Teenagers are not that much encouraged to buy gold whereas they have the attraction towards unique and different types of stylish jewelleries made of stones, wood, plastic, silver, gold-plated, soil, etc.

Role of Consumer Advertising & The Retailer and Branding

5dvertising is major elements for both e4isting and potential customers. #t is represented through newspaper, television, maga7ines etc. ere, it is divided within the retailer and branding and direct consumer advertising.

Direct Consumer Advertising:

Both the Traditional 0 &ashion jewelleries8 The advertising here plays role with the help of consumer such as, a woman who has brought jewelleries from any shop, would market herself to her family members, colleagues, etc. ere, the satisfactory levels will play important role for that particular shop. Therefore, it is direct advertising to other people who are interested to buy jewelleries both for traditional and fashion jewelleries.

The Retailer and Branding:

Traditional 9ewellery8 5dvertising plays important role for both nonbrand and brand products. 1etailer can,t persuade consumers that much because of they are already known to them and they mainly depends on brand products. 5dvertising is carried through television, maga7ines and newspaper. &ashion 9ewellery8 5dvertising is not important for fashion jewelleries as it does not offer any e4tra benefits and there is no re-sale value. But retailer needs to convince customers on their own. 5dvertising is not effective for the consumers as it depends on theirs choices. #t is difficult for the organi7ation to survive in the competitors market as because of less e4pensive which are varieties of choices is more. +ustomers need changes frequently also they are much more attracted to the unique products. Traditional jewelleries are e4pensive so it has a great impact on unique design which can grab customers demand more. Whereas, fashion jewelleries already has lot of varieties and customers usually buy these products by matching with their dresses and which is also cheap. Women are choosy and they like to purchase more jewellery which comes with new design or has unique features.
The jewelry industry in Bangladesh has been flourishing unabated. 3maller shops are e4panding in si7e. &ashionable new showrooms are being opened in posh shopping malls. +ustomers are being entertained lavishly in showrooms. This is happening in spite of the fact that the price of gold has been rising steadily. ow is it possible: #f you ask a jeweler, he will tell you with a smile of satisfaction that some people in our country have plenty of money and they buy gold irrespective of its price. #t is also said that some people are stockpiling gold as an investment because of the steady rise in price. # am surprised to observe that the trading of gold in Bangladesh is guided by rules made by the jewelers themselves. The government has no control either on the quality of the ornaments or on the rules of the business. #t is obvious that when the rules are made by the jewelers they always gain, no matter whether they buy or sell gold. $ost of the buyers of gold jewelry have no idea about the weights, quality or costing methods of the gold ornaments. 5s a result, the customers can be easily deceived. When # check the memos in jewelry shops, occasionally # detect ;mistakes; which, unfortunately, always favour the shop owners. 9ewelry shops in Bangladesh now sell what they call 6($ gold. This is different from old or sanatan gold. The term 6($ is a misnomer. 5t one time, gold jewelry was soldered with cadmium, also called kadium in some places. +admium soldered jewelry was known as 6($ gold. <se of cadmium has now been banned in most countries as the fume of molten cadmium is to4ic and harmful to people engaged in jewelry making. 9ewelers in most parts of the world, including Bangladesh, now use gold for soldering jewelry but still call it 6($ gold. The quality of gold is e4pressed in karat. )= karat gold is the purest form of the metal available in the market. #t is supposed to be >>.>? pure. This gold is relatively soft and easily malleable. )) karat gold is less pure than )= karat gold. The measure of )) karat means that out of )= parts, )) parts are >>.>? pure and the remaining ) parts are other metals or impurities mi4ed with it to make it harder. )) karat gold is therefore >>.>4 ))@)=A>*.BCB? pure. 3imilarly, )* karat gold is DC.=*? pure. .ne should not confuse karat with carat, which is a measure for precious stones and gems.

The trading of gold jewelry is regulated entirely by the Bangladesh 9ewelersE 5ssociation formed by the owners of jewelry shops. They fi4 the price of gold and frame the rules of business. "either the government nor the consumers have any say in this matter. They are very prompt in increasing the price of gold when it rises in the international market but very slow in decreasing the price when it falls. Why: #t is advantageous to them. #f you e4change an old )) karat 6($ gold jewelry for a new one, the shop will deduct *F? from the value as loss if it was purchased from the same shop and )F? if purchased from any other shop. ad there been any control on quality, 6($ gold would have the same quality no matter from where you buy it. The difference in the calculation losses indicates that there is no control in quality. # e4changed old gold in 3audi 5rabia, where the market is governed by state regulations. # e4changed )) karat gold in 9eddah at the full market value without any deduction as losses, and paid only the making charge for the new ornament. #f gold ornaments could be e4changed in 3audi 5rabia without any deductions, why canEt we do so in Bangladesh: The reduction in value due to the so-called loss is a net profit to the shop owner. The situation is worse if we e4change old or sanatan gold. The price of )* karat old gold is GB? less than the current price of 6($ gold and, in addition, *F? is deducted as loss. This means we get =)? less price compared with the current 6($ value. Why: The jeweler will argue that the old ornament has about HB? pure gold and GB? other metals as impurities. #n other words, what we bought as )* karat gold was, in fact, *= karat goldI This means that we were cheated when we bought the old jewelry and now we are paying the price for it. Why should the customers be penalised for the unethical business done by the jewelers: This e4plains why the jewelry shops in Bangladesh are thriving in spite of the rising price of gold. #t is interesting to note that they are now spreading a news or rumour that they will soon stop buying old gold from customers. 3ome people are, therefore, rushing to sell old gold at a loss of more than =F?. #t is obvious that the customers in Bangladesh are being deceived by the jewelers in absence of any government regulations or control. 3urprisingly, the +onsumers 5ssociation of Bangladesh is also silent on this matter. #s it not time to stop this shady business and bring some discipline to gold trading through legislation in order to protect the interest of the consumers: 3uch regulations should ensure that all jewelers must guarantee the quality of gold and they must buy back the same at the e4isting market price without any deductions, like in 3audi 5rabia. The jewelers should also be obliged to buy back their old gold ornaments, sold as )* or )) karat gold, at the current market price of )* or )) karat gold without any deductions as they made undue profits by selling *= karat gold at the price of )* or )) karat gold.

Market size and trends of je elers industries:

#n Bangladesh gold plated and silver jewellery market is growing day by day. 5nd the gold has losing its market for its high price. 5nd the ornaments made by it are getting popularity day by day in the city for insecurity in the street. 3ilver and semi precious stones jewellery market is also increasing day by day. Because people use these for their desire fashion, style and they can match their colure with their wearing. There are also huge market jewellery made by wood, plastic, soil in the rural area and tribal areas. 1eports indicate that gold jewellery sales have slumped more than BF percent in the past three years as demand for ornaments declined in line with soaring prices of the precious metal on the local market, said industry people. -./ The number customers of gold jewellery is decreasing and other jewellery such as silver, gold plated, stone, wood, semi precious stone is increasing. 5nd the number of gold customer is decreasing because the price of gold is increasing. 5nd the others is increasing because customer can buy it within their affordable price and can mass with their style.

Market segmentation of the jewellery industries:

5arket segmentation is dividing the buyers in various groups or category depends on their different types of needs% wants% characteristics% and behaviors.

Market segmentation is important because:

here are different types of buyer Buyers have various wants and needs @ocation is not same $ttitudes of all buyers are not same Aarious categories income level

#ometimes buying behavior is different among group. Bor the !ewellery market buyer are divided into two types) man and woman. Basically women are the main buyer but only a few buyers from 6indu community for !ewellery have in Bangladesh. he woman buyers) segmentation is given as followsC

Occupation
#tudent #ervice holder 6ousewife .&-2& years

****** **
2&-3& years

****** ***** *****

3&-1& years

****** ******
1&-0' years

******
$ge BigC 5arket segmentation of Jewellery industries.

(b)
+atterns of competition within the marketC he biggest !ewellery market in or country is Baitul 5ukarram gold and watch market. $ll the famous importers and makers of !ewellery such as $min !ewelers% $pan Jewelers% $purba Jewelers% >hadni Jewelers% Boishakhi Jewelers% Grmeen Jewelers% #hanonda Jewelers% and Aenus Jewelers have show room in the market. here are more than .&' !ewellery shops in the market. hey also compete with each others in various ways.

Some important factors of their competition:

#ome of them offer change facilities.

#ome offers free servicing. +rovide warranty. +rovide accurate weight for gold. Brand name also an important factor of competition. #ome are provide some uni;ue features. $dvertisement on media. he role of distributor and retailerC <n our country most of the !ewellery shop make and sale their product in the market. he biggest and famous !ewellery shops have their own show room in many locations in the country. Brom the show room they sale their product. $nd most of the !ewelers take order first and then make for customers. But for the fashion !ewellery it sold by both through wholesaler and retailers. >halk Ba,ar in 7haka is the biggest *holesale market for !ewellery. Businessman import and

make the !ewellery by themselves Bactory in the market. 5ost of the time owner of the retail shop come in the market and buy !ewelleries for sale they come from different parts of our country. #ometimes many wholesale businessman sale their product through appointed representative.

(c)
>ompetition pattern between traditional and fashion !ewelleryC here are some difference between traditional and fashion !ewelry for some cases. $nd the competition will arise for the differences. 7ifference among traditional and fashion !ewelry are given below.

Factors of competition raditional Fashion

"se of Gold

5ost of the time use (ot necessary "se of #ilver Aery rare use 5ost of the time use "se of others 2stone% gold plated3 Aery few Aery much +rice <s always high

within affordable for all Desale value Good resale value (o resale value "sers $ged% professional Eoung generation *arranty 6ave need 5ost of the time not need $ccording to all above discussion it is clear that !ewellery have a good market in Bangladesh. he owner of the industries should have to play their activities more carefully for developing the market.

ask!"
<t is ancient tradition in Bangladesh of adorning oneself by !ewellery. he tradition has still now and more vigorous from earlier in Bangladesh. (ow a day)s !ewellery is divided into two basic category such as traditional and fashion !ewellery. he art of !ewellery has been developed throughout time. here is various types) !ewellery for all parts of body. +rice also differs among them. he buying behavior is also different among customer to buy the !ewellery. $nd some factors also motivate the customer to buy the !ewellery.

(a)
*hen !ewellery is purchasedC $s there are various types and forms of !ewellery so there are vario4us types of customer also. #o the customers buying behavior is also different. $s Bangladesh is multicultural country=. $ll the community has many festivals and the festivals are the main season for both buyers and sellers to buy and sale the !ewellery. he biggest festival in our country is :id

and 7urga +u,a. he sale of !ewellery is highest on the two festivals. he sale of traditional and fashion !ewellery stays same on that time.

$nd in wedding ceremony customer buy much !ewellery in our country. he use of !ewellery in wedding ceremony is our tradition. Gold and 7iamond !ewellery is common for its. *e purchased !ewellery becauseC he women of our country wear !ewellery for their personal adornments. his is for our culture. <t has also a social value. . Jewellery is not purchased only for personal adornments but also purchased for dedicated to G97. he purchase wayC <n general customers are buying !ewellery by going to the !ewellery shop. 5ost of the time customers buy !ewellery by cash. (owadays some private bank in Bangladesh also provide loan to purchase !ewellery in some famous !ewellery shop. #o customers also allow purchasing !eweler in credit.

(b)
he relationship between the purchaser and the recipient of the !ewelleryC Delation between purchaser and the recipient can be divided into two ways such as formal and informalC Bormal relationC 5ost of the time formal relation will make with the traditional !ewellery customer. Delationship make with some causes such as businessman provide many opportunities to the customers. hey provide warranty% guaranty after sale service% resale opportunity. #ometimes businessmen keep many gift options to their customers on different occasions. (owadays many !ewellery businessmen decorated their showroom% appointed professional sales people to attract their customers. <nformal relationC <nformal relation is made with the fashion !ewellery customers and it fluctuates very much because customers taste change very much for these types of !ewellery customers. #o it)s making when they businessmen offer new and innovatory products.

(c)

he moti#ation for purchase and the role of social$ cultural$ and peer pressures:
#ocialC here are various types of social class on a society. $nd these classes are creating for difference in occupation% education% income level% wealth among the people live in a society. #o the upper classes people have to maintain their class. *hen they are buying anything they look the brand name of the product. $nd the social value of that. $nd lower classes people stay close at home when they buy !ewelers. >ulturalC *hat is an acceptable product for a group of people they learn it from their own culture. $nd the culture is transmitted to generation to generation. $s Bangladeshi we have own culture. *e buy and wear that kind of !ewelers that is acceptable in our culture. But nowadays some western culture also influenced our young generation. +eer pressureC <t is another vital factor of motivation when people buy !ewellery product. $nybody can see an ornament wearing her friends. hen she asked her friend where from buy% how much the price is etc. sometimes friend also give many information and influenced another to buy the !ewellery from a particular shop. +re marriage and post marriageC <t)s also another important motivation factor for the !ewellery customers. Before marriage women are buy fashion !ewellery most of the time. But after marriage they buy traditional !ewellery most of the time. Because of most of the woman in our country are house wife. $nd their life style is change after marriage. here is also another reason they also see it their savings for future. *hen they buy traditional !ewellery by e?pend a big amounts of money. #o the people of our country buy lots of !ewellery in different occasion and festival. 5any motivational factor has been working such as culture% peer pressure% social class etc.

ask!% (a)
he role of direct consumer advertisingC $dvertisement is the simple way to let the people know about a business. he purpose of advertising is not only increasing very ;uick sale but also noticed the people. Bor the !ewellery business direct consumer advertising is most important for all kind of !eweler especially for traditional !ewellery. *hen a woman purchase !ewellery and use it then she can convince other customers in various waysC BamilyC *hen customers purchase a !ewellery product and get benefits or feel better then she tell her other family members to purchase the !ewellery. $nd when customers know about a product from their family member then they will very much influence to buy the product. Bor the traditional !ewellery family member role is very important because when customers buy traditional !ewellery they always try to find information about the product from believable or nearest person. Briends and colleaguesC Bor the fashion !ewellery business friends and colleagues also play very important role as part of direct consumer advertising. 5ost of the customers of fashion !ewellery are younger women. #o most of the time they will be influenced by their friends and colleagues such as if one friend sees another friend or colleague looks beautiful by wearing a !ewellery product then she asked her friend where she get the productF 9r where she can buyF #o these types of customers will be influenced very easily from her friends or colleagues

&d#antages:
<t increase the sale

:stablish the brand name :ncourage the e?isting customer $ttract the new customer >ompany reputation also increase

he role of retailerC 5ost of the time for traditional !ewellery retailer do not play important role in our country. Because every famous and popular !ewellery shop have own showroom and they run their business through it. Bor fashion !ewellery retailer play good role. Because they always trying to attract new customer and built a good relationship with them. >ustomers also find out them as they provide according to their re;uirements. he role of brandingC he brand name is very important factor for traditional !ewellery because before buy a traditional !ewellery customer thinks some e?tra facilities rather than fashion !ewellery. *hen they buy they think about it resale value% weight% social value. >ustomer also thought about warranty% guaranty% and sometimes !ewellery shop e?istence. But for fashion !ewellery customers only think the !ewellery will be uni;ue and cheap. Branding is not an important factor for fashion !ewellery.

(b)
6ow important is differenceGinnovatory design in purchaseC 7ifference or innovatory design is most important for both traditional and fashion !ewellery. here are different types of customer and their choice taste needs are always different. $n innovative design for fashion !ewellery always takes customer attraction very ;uickly. he same design is a cause of boring. (owadays people always know about new and innovative things for globali,ation. hey have more willing to break the old custom. he innovative design only for product cannot make success alone. <nnovative design for sales style% decoration is also important. he number of competitor is increasing day by day in the market. he entire competitors are aware of customer satisfaction. >ustomer satisfaction is keys of success. *ithout creating new and innovative product satisfaction ever come. #o to survive in this world competitive market making difference from other is very important.

(c)
5echanisms of risk reductionC o run !ewellery business there need a big financial investment. $nd when customer buys !ewelry they e?pend a big amount of money. $s both have to investment is big so both are face some risk.

'usinessman risk:
he ma!or risk for this business is insecurity. hey should apply both physical and technological security system. +hysical securityC here are many security guard provider companies. hey provide well trained guard. >ompanies can take help from them or recruit guard and give them training for their need. echnological securityC <n this modern world there are various types of technological security system. Jewellery businessman should apply some of these such as web camera% figure print% foot print etc. Binancial riskC $nd for their financial security they should do insurance for their company.

(ustomer risk:
>ustomers also face some uncertainty to purchase !ewellery such as weight% product stability% !ewellery shop stability% physical security etc. Businessmen should provide the right weight by the proper e;uipment and should keep the promise with customers. Government should take necessary step to reduce both side risks by creating and implementing law properly. $nd encourage the businessmen by giving various facilities such as ta? reducing. #o it can say that if business can attract the customer through advertising or using brand name and government can ensure both party safety this will more favorable business in our country.

ask!)
5arketing research is very important because it help the management to take the decision to achieve their business goal. $nd a well planned research can help to be successful. Bor this success the methodology of research select is most important and tough !ob. Because the methodology is define the way how the research will be done.

(a)
o reaching the new customer and increase the attractiveness primary market research is most appropriate for the James porteous >ollection. here are different types of primary research methodology. +rimary Desearch Hualitative Desearch Huantita-tive Desearch <n depth interview Desearch Bocus group Desearch +ro!ective techni;ues Desearch 9bserva-tion Desearch :?perimen-tation research #urvey Desearch BigureC primary research methodologies. $ccording to our country survey research is most appropriate for fashion !ewellery and this research should be done through focused customers group because focused group has many advantages such asC <nteraction among the group members is possible. #o they can give their opinion more correctly and more detailed. *hen they talk in a crowd they talk very spontaneously. <t is very stimulating techni;ue.

5ore meaningful comment can come. Dich data can get for the direct interaction of researcher and respondent. #econdary researchC #econdary research is also important to research the market for James +roteous >ollection. Aery recent information about customer needs% want will very helpful. <t also helps to select the way of research methodology and predict the cost for the research and other re;uirements.

(b)
<n our country most of the !ewellery customer are women and the .&-2& years women are the main targeted customers. #o we can take a sample frame by dividing the location into urban and rural. $nd then the research should be done on the targeted customers.

he *uestion should be asked:

Huestion $nswer <s the James +orteous >ollection well known to themF Ees (o *hich material they prefer mostF #ilver #tone wood soil others <s the price level satisfactoryF Ees

(o 7o you think their need more verificationF Ees (o 7o you satisfy with this kind of productF Ees (o 7o you think they should establish their own showroom in different locationF Ees (o 7o you think they should have own brand signF Ees (o *hat is your professionF student #ervice provider housewife

(c)
<n-depth interviewC it is a motivational research techni;ue where respondents are interviewed one by one for long time. <t is called the heart of motivational research. <f the focus group member fell shy or do not fell comfort to respond in crowd of people the indepth interviewed should placed in focus group.

he process of use in!depth and participati#e research techni*ues:

$t first e?perienced and well trained interviewer should select. Because in the time of interview they have to understand the respondent emotion% understanding. $nd there needs to create an environment where the respondent can talk freely. *hat types of information is need for the research should be determined. #uch as about the James +roteous >ollection acceptance in the customer. $bout the satisfaction of the customers. $ list of the respondents should make. he ;uestion pattern should be open- ended not close ended. #uch as instead of asking do you satisfy by using our productF 6ave to ask please say something about our product.

$ll information from the respondent should take by carefully interviewed her feeling% emotion% lecture etc. #o if all of these research methodologies can be done properly. hen it will be very easy to identify the customer need% wants and what are the causes of their satisfactions and dissatisfactions. <f the product can be develop according to the customer)s information then they receive the product more and the company)s aim will be success.

ask!+ (a)
Before start a business everybody should have to see for the prospective market. Because of without good planning about the market situation every strategy may fall. Bangladesh is very viable market for these types of !ewellery. Because $s most of the customer are women in our country. #o it has a huge amount of customers. $ccording to our businessman say the number of customer are increasing day by day for the fashion !ewellery. +rofit can earn more sassily within short period of time. Business man also interested because risky of return after investment is very few.

(b)
he specific benefits for the purchaserC <f the market is competitive obviously the market will be smarter and the competitors are more concern about their customer. #o the purchaser when buy any product from the competitive market they must get some e?tra advantages such asC Businessmen always want that their customer will loyal for the company so they try to give the service at their best level. #o customers get the best services.

hey always try to make their product better than their competitors because if they fall for that they must lose their customers as well as their market share. #o they always concern about it and customers always have the chance of getting the new% innovatory% and best product. o be more advanced than competitors every company always provide some opportunities for their product to the customer such as they provide warranty% guaranty% resale% change facility etc sometime s they provide price off though it is little in amount but benefit for customers. #ometimes many companies do some kinds of social work that is good for customers as well as whole society.

(c)
$s the main customer of this types of !ewellery are in the age of .&-2&. #o these types of fashion !ewellery companies should segment the market according to their customer)s lifestyle and their lifestyle. Because of in this age they are more stylish in their life style. hey are more ambitious in their personality. #o they always accept new and innovatory things and try to make them update always.

,romoting tools for the customers:

$dvertisingC $dvertising on television would be more effective because a ma?imum number of audiences of A program are women in our country. $dvertising on others

media also effective such as newspaper% online search engine% billboard. he company would also advertise on the buses or ta?is which are travel from city to city. +ersonal sellingC <t helps to building customer relationship and increase the number of customers. 5any customers are also promoting to buy the product by influencing from others such as friends% colleagues% family members etc. so it will very much effective for this segment.

#ales promotionC <f the company arranges some system to sell such as coupons% contest% premium it helps to get more customer attention and uni;ue ;uality. +ublic relationsC he >ompany can be cosponsor for some special types or events such as sports% cultural programmers or different kinds of social welfare activities. 7irect marketingC 5arketing by direct mail% catalogs% telephone call is called direct marketing. <t is also effective for the !ewellery customers. <t helps to make strong relationship with consumers. (ot only these tool help to attract these customers packaging and distribution is also very important to promote them. $nd the push promotion mi? strategy will be appropriate for this marketing. Because of this strategy producer push the product through marketing channel to final customers. $nd it)s marketing activities towards channel members to induce them to carry the product to promote to final customers. -1/ +ricing strategyC 9ne of the four ma!or elements of the marketing mi? is price. +ricing is an important strategic issue because it is related to product positioning. Burthermore% pricing affects other marketing mi? elements such as product features% channel decisions% and promotion. -&/ Before pricing there need to follow some steps such asC 7evelop market strategy and make marketing decision

:stimate the demand >alculate actual cost "nderstand competitor)s action and environmental constrains.

#et the ob!ective of pricing Binally determine the price

he objecti#e of pricing:
o ma?imi,e the company revenue and profit #ell the ma?imum number of product in the market @ong time survive in the market be market leader by use the price recovery the partial cost and stable level of profit he fashion !ewellery company has to follow the market penetration strategy which helps to increase the number customers as well as increase the sell for its low price. here are also some reasons such asC he market of these types of product is very much price sensitive. so low cost can help to market growth <f price is increase the ;uantity demand will decrease very significantly. #ome specific cost such as production and distribution cost will decrease because of number of sale will increase. >reate a better position from the competitors. 7istribution strategyC here are also some factors to deciding distribution strategy 5arket factorsC >onsumer behaviors% preference from where they buy etc +roducer factorsC >apability for establishing the customer)s re;uirements +roduct factorsC +roduct categories comple?% perishable% long time or short time uses etc. $mong the selective and e?clusive strategy of distribution selective strategy is most appropriate for the James +roteous >ollection company. #elective distributionC 7istribution of products only to those wholesalers or retailers whoC 2.3 agree to sell the product for no less than a certain priceI 223 patroni,e the distributor

on a regular basis or for at least a certain dollar amount annuallyI or 233 meet specific re;uirements established by the distributor as outlined by the manufacturer. -0/ <t allows number of moderate outlets which enhance the product image. <t increases the better service level control% inventory and merchandising control <t enhances the dealer)s loyalty and brand image. +romotes for better forecasting 5anufacturer can control price level f dame product among sellers. #o customer loyalty can achieve. $nd the product is not e?pensive $fter above all discussion we see that% from the ancient period our populations are familiar with !ewellery. hough there are some risks of this business and the market research says that traditional !ewellery market is fall last few years but the market for the fashion !ewellery is most viable. <f all of these research will be done and strategies will follow properly businessman will be successful in these types of !ewellery business.

3elective distribution8 (istribution of products only to those wholesalers or retailers who8 J*K agree to sell the product for no less than a certain priceL J)K patroni7e the distributor on a regular basis or for at least a certain dollar amount annuallyL or JGK meet specific requirements established by the distributor as outlined by the manufacturer. -0/ #t allows number of moderate outlets which enhance the product image. #t increases the better service level control, inventory and merchandising control #t enhances the dealer,s loyalty and brand image. %romotes for better forecasting $anufacturer can control price level f dame product among sellers. 3o customer loyalty can achieve. 5nd the product is not e4pensive 5fter above all discussion we see that, from the ancient period our populations are familiar with jewellery. Though there are some risks of this business and the market research says that traditional jewellery market is fall last few years but the market for the fashion jewellery is most viable. #f all of these research will be done and strategies will

follow properly businessman will be successful in these types of jewellery business.