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ISSN : 2249-8346
ABSTRACT
This study deals with the female consumer buying perception towards branded
jewellery in Jaipur city. Focus of the study is on: consumers awareness of existing brands of
jewellery, their inclination and interest in purchasing branded jewellery in comparison to
non branded once. The study also focuses on evaluating the jewellery industry, its prospects
and the growth in Jaipur.
Neha Jain
Mapping of the variables that influence the customers towards branded jewellery.
Exploring the Demographic factors that impacts customers choice towards branded
jewellery.
RESARCH METHODOLOGY
( Against objective 1)
H2- Consumer specific variables have a positive relation with consumer preference
towards branded jewellery.(Against objective 2)
H3-Brand specific variables have a positive relation with consumer specific variables.
(Against objective 3)
RESEARCH
It s purpose is to find answers to questions through the application of the scientific method
DATA COLLECTION
In this research primary data was collected by survey based on Questionnaires Schedule
The questionnaire was based on specific components of demographic, consumer variable,
brand specific variable.
The Secondary data information collected from Magazines, Management Journals, and
Annual Reports & Internet. Utmost care must be exercised in collecting data because they
form the foundation of the analysis.
SAMPLING UNIT
Female consumer is sample unit.
SAMPLE SIZE
Total sample size was of 90 respondent.
PROCEDURE
The samples are taken by the method of Convience Sampling in order to study the branded
jewellery.
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Neha Jain
AREA OF SAMPLING
Jaipur city.
DATA ANALYSIS, RESULT AND INTERPRETATION
Q1. Are you aware of branded jewellery?
Q2 Do you prefer buying branded
jewellery over the non branded one?
4
4%
23
26%
Yes
No
67
74%
86
96%
Yes
No
Q3 . Occupation?
Q 4 . Age ?
33
37%
34
38%
24
27%
11
12%
Salaried
Below20
Business
20-30
Housewife
30-40
35
39%
Student
13
15%
40 Above
20
22%
9
10%
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Neha Jain
Q7
1
2
3
4
5
6
7
8
70
Consumer Variable
Design
Quality of material
Comfort of wearing
Price
Variety
Certification
Durability
Resale value
63
60
49
50
49
28
30
20
42
3737
40
16
10
10
14
12
12
02
21
21
17
31
3030
24
22
39
25
21
17
13
28
32
Strongly Agree
Agree
16
22
87
Disagree
Strongly Disagree
Q8
1
2
3
4
5
45
40
35
30
25
20
15
10
5
0
Neutral
40
3133
28
22
19
2 1
40
37
30
19
17
2 1
32
27
20
2 4
13
10
Strongly Agree
6 5
Agree
Neutral
Disagree
Strongly Disagree
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Neha Jain
STRENGTH
1. Brand familiarity
2. Customer satisfaction
3. Offers
4. Promotion
5. Certification
6. Hallmarking
7. Technological advancement
8. Participation of women in the
workforce Education level
OPPORTUNITY
1. Employment
2. Under maturity period so can improve
wherever required.
WEAKNESS
Transformation from family owned business
to professionally managed businesses.
THREAT
1. Transformation from family owned
business to professionally managed
businesses.
2. Limited standardization.
LIMITATION
The tenure given for the research was short so only cross sectional study was
conducted.
The sample size was of 90 respondents which might not be a true representative of
entire population.
RECOMMENDATION
For branded jewellery retailers introduce membership cards to make female customers
loyal to the brand.
Branded showroom should put in efforts to make people feel its presence.
Branded Showroom should also do some campaign to make people feel its presence.
CONCLUSION
Marketing is a very important aspect in business since it contributes greatly to the
success of the organization. In present scenario female consumer buying perception towards
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Neha Jain
branded jewellery in Jaipur city it is increase day by day. The growth of Branded jewellery
is increasing. Consumers now become more brand familiar, they attracts towards offers,
promotion, certification, Hallmarking technological advancement. Consumers Variables Design, Quality of Material, comfort of wearing, price, variety, certification, durability resale
value. Brand specific variable - service provided, brand familiarity, offer, promotion celebrity
endorsement, brand consciousness. Women consumer aware about branded jewellery
preference shifted non branded to branded one. Mostly students & salaried house wife
purchasing branded jewellery majority of age lies between 20 to 30 for purchasing branded
jewellery. Parents by self influence done while deciding for purchasing jewellery.
Consumer posses a strong positive attitude towards branded jewellery. Consumer
specific Variable & brand specific variable both having a positive relation with consumer
preference towards branded jewellery. Brand awareness towards Tanishq, Nakshatra, Asmi,
Sangini, Gili its more & and carbon brand takes time for awareness.
REFERENCES
1) Books: Marketing Management by Philip Kotler.
2) Consumer behavior by Schiff man & Kanuk.
3) Retail management by Swapna Pradhan.
4) Advertising and Sales promotion by Chunawala.
5) Customer relationship management by Shahnaz.
6) Websites: www.retailbiz.com
7) www.business-standard.com
8) www.valuenotes.com
9) www.indiandata.com
10) www.google.com
11) www.proquest.com
12) www.jewellery.indianetzone.com
13) www.scribd.com
14) www.allbusiness.com
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