A

SUMMER INTERNSHIP PROJECT REPORT

ON

“CUSTOMER SATISFACTION”

ON
JAY BHAVANI JEWELLERS

SUBMITTED TO

N.R.VEKRIYA INSTITUTE OF BUSINESS

MANAGEMENT STUDIES,

JUNAGADH.

UNDER THE GUIDANCE OF

DR. S. A. MUNSHI
ASSISANT PROF. NIKITA GAJJAR

IN A PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE AWARD FOR

THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION OFFERED BY

GUJARAT TECHNOLOGICAL UNIVERSITY

AHMEDABAD - 382424.

PREPARED BY

DUDHAT NIRALI D.

ENROLLMENT NO:

187360592019

MONTH& YEAR

JULY 2019

1
 DECLARATION

I am the undersigned hereby declare that the project report entitled “CUSTOMER
SATISFACTION” with special reference to “Jay Bhavani Jewellers”, Junagadh written and
submitted by me to Gujarat Technological University in partial fulfilment of requirements for
the award degree of Master of Business Administration under the guidance of
Dr.S.A.Munshi is my original work and interpretation drawn therein are based on material
collected by my self.

Enrolment no. Name

187360592019 Dudhat Nirali D.

Place: - Junagadh Date: -

2
 COLLEGE CERTIFICATE
Date:-

J.J.C.E. TRUST SANCHALIT

N.R. VEKRIYA INSTITUTE OF BUSINESS MANAGEMENT STUDIES
BILKHA ROAD, JUNAGADH- 362001.
This is certifying that this summer Internship Project report titles “CUSTOMER
SATISFACTION” is the bonafide work of NIRALI D. DUDHAT. - Enrolment No.
187360592019, who has carried out her project under my supervision. I also certify further,
that to the best of my knowledge the work reported herein does not form part of any other
project or dissertation on the basis of which a degree or award was conferred on an earlier
occasion on this or any other candidate. I have also checked the plagiarism extent of this
report which is % and it is below the prescribed limit of 30%. The separate
plagiarism report in the form of html/pdf file is enclosed with this.

Rating of project report [A/B/C/D]

(A= Excellent; B= Good; C= Average; D= Poor; E=Worst)

(By faculty Guide)

Signature of the faculty guide’s

(Name and Designation of Guide’s)

Signature of Principal/ Director with stamp of institute

(Name of Principal/ Director)

3
 PREFACE

Management is the field. In which require both managerial and practical

knowledge. Practical knowledge helps students to develop the managerial skill and provide
experience.
According to the syllabus of MBA framed by GTU, student must attend
the 45 days training in industry and prepare the report.
So, I have prepared the report of “JAY BHAVANI JEWELEERS” Which is situated at
junagadh.
I have presented this report, which reflects all types of information,
which I have studied during my training period. I am very much happy to present my report.

4
 ACKNOWLEDGEMENT

This project requires many things. I am using this opportunity to express

my gratitude to everyone who supported me throughout the course of this project. I am
thankful for their aspiring guidance, constructive criticism and friendly advice during the
project work.

I am highly indebted to our guide Prof. Nikita Gajjar for their guidance
and constant supervision as well as for providing necessary information regarding the project
and also for their support in completing the project.

And last but not list I am thankful to the industry person for giving me
such attention and time. I also thank to all my faculty members for providing subjective
knowledge for my research work. Once again I am thankful to all those who have directly or
indirectly helped me in completing my research project work.

Thanking You.

Signature

(NIRALI D. DUDHAT)

5
 INDEX

SR NO. PARTICULARS PAGE NO.

 Declaration 2
 College certificate 3
 Preface 4
 Acknowledgement 5
PART-1 INTRODUCTION
 Introduction of industry 8-9
 Introduction of Company 10-20
 Introduction of Department 21-22
 Introduction of Topic with Company 23-33
PART -2 REVIEW OF LITERATURE 35-37
PART -3 DETAIL ABOUT THE STUDY
 Problem of study 39
 Objective of study 40
 Setting of Hypothesis 41
 Scope of study 42
 Rationale of study 43
PART -4 RESEARCH METHODOLOGY
 Research design 46-47
 Types of Research 48
 Data collection 49-50
 Tools & Techniques 51
 Sample size 52
PART -5 ANALYSIS AND INTERPRETATION OF DATA 54-74
PART -6 FINDINGS,SUGGESTION,CONCLUSION 78-80
PART -7 BIBLIOGRAPHY 82
PART -8 ANNEXURE 84-87

6
7
 INDUSTRY OVERVIEW OF GOLD AND DIAMOND JEWELLERY

Gold has long been considered the most desirable of precious metals, and its value has been
used as the standard for much currency in history. Gold has been used as a symbol for purity,
value, royalty. One of the salient features about the gold is that a single gram of weight is not
at all wasted since its exploration. It has been rounding in different hands in one or the other
way.

The history of the gold starts from 2600BC. A huge description is available in the Egyptian
Hieroglyphs. It may be the first metal used by humans and was valued for ornaments and
rituals. Important locations famous in the name of gold are red Sea in Saudi Arabia, Lydia,
Romania, Las medullas, in Spain.

Today’s gold has emerged as an important mean for investment also. Volatile market and
unstable economic conditions have also added to it. China is largest producer followed by
South Africa. But India is the largest consumer of gold, where it is largely used for jewellery
together with investment. India’s diversified religious customs and rituals have helped to the
high demand for gold.

The south east corner of the black Sea was famed for its gold. Exploitation is Sais to date
from the time of Midas, and this gold was important in the establishment of what is probably
the world’s earliest coinage in Lydia between 643 and 630 BC.

During the 19th century, gold rushes occurred whenever large gold deposits were discovered.
The first documented discovery of gold in the United States was at the reed gold mine near
George Ville, North Carolina in 1803.

The weight of gold is measured in troy ounces (1 troy ounce = 31.10347687 grams), however
its purity is measured in ‘Carats’. 24 carats are pure gold with no other metals. Lower
cartages contain less gold; 22 carat gold contains 91.70 percent gold, 55 silver, 2% copper,
1.30% Zinc.

8
18 carat gold contains 75 % gold, 15 % silver and 10% copper.
TYPES OF GOLD

There are mainly four types of gold which is below:-

Yellow
Gold

White Rose
Gold Gold

Vermeil

9
COMPANY

OVERVIEW

10
 INTRODUCTION OF COMPANY

“JAY BHAVANI JEWELLWERS” established in the year 1948 in the

field of gold jewellery. The product of the company is accepted in the domestic market.
“JAY BHAVANI JWELLERS” leading manufacturer and retailer situated in India.

It is very well located in Saurashtra region in Junagadh, Gujarat. It is one

of the leading manufacturers, wholesaler and retailer possessing years of experience in
fabricating authentic hallmarked jewellery including Gold bangles, Diamond necklace, gold
mangle sutra, Diamond bracelet and Antique necklace that are artistic and elegant in
design.

“JAY BHAVANI JEWELLERS” started manufacturing of antique gold

jewellery in the year 2003 and was first to bring the workman from outside Gujarat in
junagadh start manufacturing of antique gold jewellery.

“JAY BHAVANI JEWELLERS” is second highest manufacturer of gold

jewellery manufacturing plant. They have well designer persons hired for making unique
design for jewellery. They are only manufacturing hallmarked jewellery of 22K gold and
have very well reputation for their quality in the market.

They are focus on their goals towards achieving all the targets by
providing and maintaining their quality, providing unique or masterpiece design and
providing all the jewellery of hallmarked only.

The prime agenda of “JAY BHAVANI JEWELLERS” is to provide

highest quality of product with finest purity and the aim of company is that “CUSTOMER
SATISFACTION”.

11
LOGO OF JAYBHAVANI JEWELLERS

12
OVERVIEW OF THE COMPANY

13
NAME “JAY BHAVANI JEWELLERY”

LOCATION Choksi bazaar, Near Kaman circle chowk Junagadh-362001

PHONE NO. 0285-2623932,0285-2650128

EMAIL ADDRESS Jaybhavani108@yahoo.com

PAN NO. AAHFJ9600L

GST NO. 24AAHFJ9600LIZ7

YEAR OF 1948
ESTABLISHMENT

KEY PERSON MR. ABHAY DHOLAKIYA

MR.NIKUNJ DHOLAKIYA

FIRM TYPE PARTNERSHIP

14
 FORMATION OF THE COMPANY

SIZE OF THE UNIT:-

There are mainly 3 types of size of unit given by the government as per the definition of
industry. The size of the unit is measured by amount invested in fixed assets or by employee.

(1) Small Scale units

(2) Medium Scale units
(3) Large Scale units

Small Scale units:-

The investment of any industry in fixed assets does not excess 5 crore is known as a Small
scale industry.

Medium Scale units:-

The investment of any industry in its fixed assets more then 5 crore but does not excess 10
crore are known as medium scale units.

Large Scale units:-

The investment of any industry in its fixed assets more then 10 crore is known as the Large
Scale units.

“JAY BHAVANI JEWELLERS” is considered as medium scale industry as it has all

the features of a Medium Scale unit like:-
 Investment up to 10 crores

15
 FORMS OF ORGANIZATION

FORMS OF ORGANIZATION
KJK

Partnership Joint stock Sole- Co-

proprietorship Operative
societies

Ownership and management are the two main aspects on the basis of which business
enterprise. Ownership can be gained by participating in the process of rising of capital.
Different business organization can be mainly classified on the basis of ownership.

“JAY BHAVANI JEWELLERS” is the Partnership firm.

16
 PRODUCTS OF THE COMPANY

Jay Bhavani Jewellers is the manufacturing units of antique gold jewellery and gold
jewellery and retailing showroom of gold and silver both. The products that are exporting in
all over India by Jay Bhavani Jewellers are exporting Nose Pin, Ladies Ring, Jents ring,
Earrings, Jumkha, Chain, Ladies Bracelet, Jents Bracelet, Bangles, Pendant Set, Short
Necklace, Long Necklace, and Choker Sets etc. Jay Bhavani Jewellers purchasing gold bars
from reputed and well settled firm.

Casting Diamond Pendant Set Ring Chain Bracelet

Gents Chain Gents Bracelet

17
 Gents Pendant Antique Gold Short set

Casting Diamond Earrings Antique choker Set

Gold long Set Sterling Silver

18
 PRODUCT PROFILE OF JAY BHAVANI JEWELLERS

ITEMS MAKING CHARGES

Nose Pin 250 Rs.

Simple gold Design 350 Rs.

Diamond Gold Design 350-500 Rs.

Antique Gold Design 375-700 Rs.

Casting Gold Design 375-475 Rs.

Silver 10-30 Rs.

Gold and Silver Plated Gift Items 350-5000 Rs.

19
 PROCESS OF MAKING GOLD

Ores

Mining and Concentrating

Extraction and Refining

Cyanidation

Extraction from refractory ores

Refining

Refining from Scrap

Assaying

20
 INTRODUCTION OF DEPARTMENT

 Human resources department:-

Human Resource is the concerned with issue of managing people in the organization. The
Human Resources department is responsible for many people related issues in an
organization.
The effective utilization of human resources is a complex task. It requires greater foresight
and strategic consideration on the management.
Human resources are a whole consisting of interrelated, interdependent and interacting
physiological, psychological, sociological and ethical components.

Under the HR department’s remit are the following roles:

 The process of recruiting suitable candidate for the organization.
 Identifying and meeting the training needs of existing staff.
 Ensuring the employee welfare and employee relations is positive.
 Ensure the working environment is safe for employee.
 Raising awareness of current workplace legislation.

 Production Department:-

Production is the functional area responsible for turning inputs into finished outputs through a
series of production processes. The production Manager is responsible for making sure that
raw material are provided and made into finished goods effectively. He or She must make
sure that work is carried out smoothly, and must supervise procedure for making work more
efficient and more enjoyable.

21
  Marketing Department:-

A marketing department promotes your business and drives sales of its product or service. It
provides the necessary research to identify your targets customers and audience. Depending
on the company hierarchical organization, a marketing director, manager of marketing might
be at the helm. It’s important to keep a strong marketing department intact of the company of
the economy so you remain visible and keep sales strong. In the some business, a vice
president of sales and marketing oversees both the marketing and sales department with a
strong manager leading each department.

 Financial Department:-

The part of an organization that manages its money. Finance is the life blood of the money.
The business functions of a finance department typically include planning, organizing, and
accounting, auditing for and controlling its company’s finances. The finance department also
usually produces the company’s financial statement.

22
 CUSTOMER SATISFACTION TOWARDS DIAMOND JEWELLERY

“CUSTOMER SATISFACTION”

INTRODUCTION

Society is a diversified in all aspects. We see this among

consumers, marketers, producers and even among CUSTOMER SATISFACTION from
theoretical aspects.

The study of customer satisfaction enables marketer to predict a

customer satisfaction in the market; it is also produce under standing of the role that
consumption has in the lives of individual.

Customer satisfaction is the defined as a behaviour that

consumers display while searching for purchasing, using, evaluation and disposal of products,
service and ideas that they to satisfy their needs. The study of CUSTOMER
SATISFACTION is concerned not only with that consumers buy, but also with what they
buy it. It is concerned process; before the purchase, during the purchase and after purchases.

Customer satisfaction is the study of how people buy, what they

buy, when they buy and why they buy. If attempts to understand the buyer decision
processes/buyers decision making process, both individual consumers such as demographics,
psychographics, and behavioural variables in attempts to understand people’s wants. It also
tries to assess influence on the consumer from group such as family, friends, reference
groups, and society in the general.

23
 What we buy, how we buy, where and when we buy, in how much
quantity we buy depends on our perception, self concept, social and the culture background
and our the age and the family cycle, our attitudes, beliefs values motivation, personality,
social class and many other factors that are both internal and external.

Customer satisfaction is the interdisciplinary; i.e. it is based on

concepts and theory about the people that have been developed by the scientist in such
diverse discipline as psychology, sociology, social psychology, culture anthropology and
economics. Consumer research is the methodology used to the study of customer satisfaction.
The study of the customer satisfaction is the study of the individual makes decision to spend
their available resource son consumption elated items. It includes the study of what, why,
when and from where they buy etc.

There are number of reasons why the study of customer satisfaction

developed as a separate marketing discipline. As sum as the marketing researcher began to
study the buying behaviour of customers, they realized that, despite a something “me too”
approach to fashion, many consumer rebelled at using the identical products everyone else
used. The primary purpose or studying as part of a marketing curriculum is to understand
why and how consumer makes their purchase the decision. These insights enable marketers to
design more effective marketing strategies.

In addition to studying consumer uses and purchase and post purchase

evaluation of the product they buy, consumer’s researchers are also interested in how
individual dispose the one’s new purchase.

24
 What is customer Satisfaction?

 The most important assets of any company is its customer. Satisfied customers pay
their bills quickly which greatly improves cash flow:- the life blood of any company.
 Customer expectation is the needs, wants, and ideas of a customer about a product or
a service.
 Customer experience of a product or a service is so multifaceted so it hard to
determine.
 Customer satisfaction should not be viewed in vacuum.
 For Example:-
A customer may be satisfied with a product or service and therefore rate
the product or a service is highly in a survey $ yet same customer may buy another product.

 Similarly customers view about a product and service are useless if customers view
about competitors products are not understood.

25
SURVEY ON ENTERING OF JAY BHAVANI JEWELLERS INTO
DIAMOND JEWELLERY MARKET

26
 INTRODUCTION OF DIAMOND JEWELLERY MARKET

Jewellery is valued as an important savings and investment in India. Even in present

times, jewellery remains India bride’s ‘Streedhan’, the wealth she takes with her when she
married and which remain her.

Gold and Diamond jewellery is the preferred jewellery worn by women in India
irrespective of their religious beliefs. In marriages, jewellery is the gift preferred by the near
relatives of the brides and grooms. Jewellery is the very popular among farmers, with an
upsurge in gold sales after a good agricultural season.

The Gems and Jewellery sector plays an important role in Indian economy,
contributing around 7% of the country’s GDP and 15 % to India’s total merchandise exports.
It also employees over 4.64 millions workers is expected to employee 8.23 million by 2002.

India is deemed to be hub of the global jewellery market because of its low costs and
availability of high skilled labour. India is the world largest cutting and polishing centre for
diamonds, with the cutting and polishing industry being well supported by government
policies.

India exports 75 percent of the world’s polished diamonds, as per statistics from the
GEMS and JEWELLERY EXPORT PROMOTION COUNCIL. India’s Gem and
Jewellery sector has been contributing in a big way to the countries FOREIGN
EXCHANGE EARNINGS.

The government of India has viewed the sector as a thrust area for export promotion.
The Indian government presently allows 100 % (FDI) in these sectors.

27
 TYPES OF CUSTOMER

There are mainly two types of customers.

(1) External Customer
(2) Internal Customer

External Customer: are people, departments, units, and groups, within an organization
served by what we do?

Internal Customer: are end users of the organization’s product or service depositors,
borrowers, investors etc.

WHY CUSTOMER SATISFACTION IS IMPORTANT

 Customer is the boss of the market.

 Customer dictates market trend and direction.
 The satisfied customers will be help in bringing the new customers by the “Word of
Mouth”.
 The most of the organization is depend on the customer and not the any other way
round.

28
 FACTOR AFFECTING OF CUSTOMER SATISFACTION

The factors that influence customer satisfaction can be classified into internal factors and
external environment factors. External factors do not affect the decision process directly, but
percolate or filter through the individual determinants, to influence the decision process.
The individual determinants that affect customer’s satisfaction are:-

Motivation and involvement

Attitudes
Personality and self concept
Information processes
Learning and memory

The external influence or factors are:-

Cultural influence
Sub-cultural Influence
Social class influence
Personal influence
Family influence

29
 TOOLS TO STUDY CUSTOMER SATISFACTION

It is important to marketer to regularly study buyer behaviour. The different tools available to
him of her are:-

(1) Surveys:-

This is the most common technique used in studding customer satisfaction. It involves the use
of questionnaires. Different scaling techniques like Lakers and Thurston are used to measure
consumer attitudes. The problem with survey methodology is that it gives to marketer only
conscious response of the customer.

(2) Projective Techniques:-

To throw the customer off his or her conscious level and to get know sub- conscious-level
responses, projective techniques like word association, picture association and thematic
appreciation tests have been used. This provides valuable information on his of=r her product
or brand and about the customer’s lifestyle and self concept.

(3) Focus Group Discussions:-

This is another qualitative techniques used to assess how the customers perceive the product
and use situations. It also provides the marketer with valuable information on the target
market.

30
 LEVELS OF CUSTOMER SATISFACTION

There are mainly three levels of customer’s satisfaction.

 Basic Needs ( Dissatisfies)

 Performance Needs (Satisfies)
 Excitement Needs ( Delighters)

Basic Needs:-
o A service that the customer takes for granted. He expects it to be present in the
product.
o Absence of this need will lead to dissatisfaction for the customer but the presence of it
will not lead to any satisfaction as such.
Performance Needs:-
o It is need and wants of the customer which he specifically asks for.
o This factor becomes the benchmarks in the competitive markets.
o Better the performance more will be the satisfaction of the customer.

Excitement Needs:-
o It leads to very high level of satisfaction or customer delight.
o A delighter is an unexpected requirement of a customer.

31
 MARKET SIZE

Gold and Diamond jewellery in India rise to 523.93 tones between January to
September 2018. India’s gems and Jewellery export stood at US$ 28.52 billion between April
2018- February 2019.

During same period, exports of cut and polished diamonds stood US$ 21.95 billion,
there by contributing about 76.96 % of the total gems and jewellery export in value terms.

India is one of the largest exporters of Gems and Jewellers and these industries is
considered to play a vital role in the Indian economy as it contributes the major chunk to the
total foreign reserves of the country.

The Goods and Services Tax (GST) and monsoon will steer India’s gold demands
going forward. The market size about US$ 75 billion as of 2017 and is expected to reach US$
100 billion by 2025. It contributes 29% of the global jewellery consumptions.

32
 COMPETITORS OF JAY BHAVANI JEWELLERS

There are many competitors of the “JAY BHAVANI JEWELLERS”.

Competitors:-

 K.D.BHINDI JEWELLERS

 BARIKI JEWELS

 CHOKSI KARSANJI MEGHJI

 AKSHAR JEWELERS

 CVM JEWELS

33
 REVIEW

OF

LITERATURE

34
Customer’s Satisfaction towards Jewellery Marts in southern District of Tamilnadu

K.CHITRA CHELLAM in their study Indian jewellery market is the largest market world
next it china. Tamilnadu is India’s largest gold jewellery retail market and home to some of
the biggest names in the country’s gold jewellery trade.

The jewellery retail business is unorganized and expanding rapidly in Tamilnadu, with even
single- outlet, neighbourhood jewel- type’s store opening branches in other localities and
towns. This study describes the demographics factors of the consumers and focuses on their
preferences and satisfaction towards jewellery marts in Southern districts of Tamilnadu.

(“Indian Journal of Research, Paripex, Volume: - 4, Issues:-9, September: - 2015.”

ISSN-2250-1991)

35
 Customer Preference and Satisfaction of Jewellery Products

Mrs. N. JANAKI and Dr. L. MANIVANNAN says that, Indian jewels and jewellery
products are highly popular and has a strong reputation and good will among the consumers
throughout the world. It is well known fact that Indian design and craftsmanship is duly
recognized and hence there is a huge demand not only in the domestic market, but also in the
world market as well. In the recent times, China is closely competing with India and started
to put lot of pressure and thrust on the Chinese. The growth is mainly due to socio-cultural
and religious aspect and of course, Indians have the habit of buying larger quantity as a
customary practice. But still per capita gold is deemed to low in India. India heavily depends
on countries like Australia, South Africa and Russia for all its needs. This paper highlights
the customer’s preferences and satisfaction jewellery products made out of gold.

(“Namex International Journal of Management Research, Volume 6, Issue No. 1,

January – June 2016.”)

36
 Other Review of Literature

PINAK MEHTA (2002) has stated that,” Gold to Indians is that ultimate love object not
only does it adorn our bodies; it also acts as a good investment. Gold is ancestral. From
mother to daughter, (father to son to grandson) gold has a tendency of getting passed down
from generation to generation, so for Indians at least, gold will never lose its sheen”.

SHIVANGI MISHRA (2007) in their research, 80 percent of jewellery is bought for

investment purposes, 90% of the customers make their traditional jeweller, 5-6 % of
merchandize is branded jewellery, and 85% of sales take place during Diwali and Akshaya
Tritiya. They also further state that the traditional family jewellers are selling jewellery under
their own brand names. They do not stock other brands and if they do, it is not more than 5-6
percent.

AKSHAY VERMA (2010) has stated that, “The introduction of universally accepted quality
standards like hallmarking and diamond certificate has overvalued buyer’s perception
towards jewellery. Customers are of late becoming quality conscious rather than discount-
conscious. Therefore, quality is becoming the key criterion for purchasing jewellery, and not
discount”.

RESEARCH ON INDIAN JEWELLERY GEMS AND JEWELLERY SECTOR BY

CARE7 (2011) reveals that family owned business will move towards greater degree of
professionalism and trust on the neighbourhood jewellery will be replaced by the hallmarking
and certification of jewellery.

RUTAM VORA (2010) has pointed out that jewellery companies have now recognized the
true buying power of precious jewellery in rural and semi-urban areas and have started
targeting them with caution of trust and mutual relationship. However, it would probably take
generations for rural community to change their priority from the local, traditional jeweller to
the national organized corporate.

(“Indian Journal Of Research, Paripax, Volume: - 4, Issue: - 9, September:-2015.”

ISSN: - 1991)

37
DETAILS

ABOUT

THE STUDY

38
 PROBLEM OF THE STUDY

 To know the customers requirements towards launching the new products in Diamond
Jewellery.

 To evaluate the customer’s reactions towards the Jay Bhavani Jewellery did they like
the Designs?

 Is it beneficial for Jay Bhavani Jewellers to enter in Diamond Jewellery market?

 To know whether customers will responds or not to Jay Bhavani Jewellers after
launching the new diamond jewellery designs.

 To get the details regarding to the diamond jewellery design and different colour of
stones and diamond suitable in the design.

39
 RESEARCH OBJECTIVES

There are mainly two types of objective of the research.

Primary Objective
Secondary Objective

(1) Primary Objective

 The primary objective of the study is “Trends of the Diamond Jewellery”
because in the today’s era world there is much trend and day to day change in
the design of the jewellery and Jay Bhavani Jewellers would to enter into the
Diamond Jewellery market. So, by this way we can find market of diamond
jewellery and give the suggestions to firm.

(2) Secondary Objective

In the Secondary objectives included following things:

 To know the motivating factor of the consumers in purchasing product of the

“Jay Bhavani Jewellers”.

 To analyse marketing strategies of the “Jay Bhavani Jewellers”.

 To measure the level of customer satisfaction.

 To offer suggestions for the customer satisfaction on jewellery in the study

area.

40
 HYPOTHESIS

The word hypothesis is derived from Greek word. It means “To Suppose”.
Hypothesis is a explaining a scientific problem that can be tested by further observation,
Investigation and experimentation.

Meaning of Hypothesis

“The hypothesis in statistics is simply quantitative statement about population”.

The researcher’s prediction is usually referred to as the alternative hypothesis and any
other outcomes as the null hypothesis. Basically the opposite outcomes to what is predicted.
A simple hypothesis might predict causal relationship between two variables, meaning that
one has an effect on the other.

A Null Hypothesis is the hypothesis that says there is no statistical significance

between two variables in the hypothesis. It is the hypothesis that the researchers is trying to
disprove.

An Alternative Hypothesis is true and you reject it, you make a type I Error. The
probability to making type II Error is, which is the level of significance set for hypothesis
test. An  of 0.05 indicates that you are willing to accept 5% chance that you are wrong when
you reject the null hypothesis. When the null hypothesis is false and you fail to reject it, you
make a type II error. The probability of making a type II error is, which depends on the
power of the test.

Here, calculation of the hypothesis of the Jay Bhavani Jewellers.

H0: 50% customers are not satisfied.

H1: 50% Customer’s are satisfied.

41
 SCOPE OF THE STUDY

 Scope of the study means the study that is a carried out which will become a helpful
in the future.

 Scope of the study is mainly to know the current level of customer satisfaction.

 It helps to give the suggestion about the improvement of performance standard of the
“JAY BHAVANI JEWELLERS”.

 It helps also inform the management about current level.

 On the basis of the study company can take corrective actions.

 The study will also help for the future strategy.

 To find out the prospective customers.

 It helps in finding the competitors strength as well as its weakness.

 It helps to perceive the customers.

 It helps to analyse and understand factors that influence the customers.

 The project is carried out for the period of only 45 days.

42
 RATIONALE OF THE STUDIES

 Rationale of the study is depends on the person who is going to do research as why to
choose that particular topic.

 Study will be helpful to the company to get customers taste and preference regarding
the Gold.

 It is significant for the company to enter into new segment.

 Study gives the proper way to the work for organization for the launching new
product.

 Study is very important for the good implement of pre-launching programmers.

 This study will be also beneficial to the employees of the “Jay Bhavani Jewellers”
because the market share will expand if they will enter into gold market.

43
 RESEARCH

METHODOLOGY

44
WHAT IS RESEARCH?

Research is the pursuit of the truth wills the help of the study observation, Experiment,
comparison.
Research means defining and redefining the problems, Formulating the hypothesis or
suggestion the solution, and also collecting, organizing and evaluating the data.

RESEARCH METHODOLOGY

Research methodology is the specific procedure and techniques used to identify, process,
select and analyse the information of the topic. In the research papers, the methodology
sections allows the readers to critically evaluate a study overall validity and reliability.
Research methodology is describes the research procedure. It concern with following series.

(1) Research Design

(2) Types of Research

(3) Collections of the data

(4) Sampling Techniques

(5) Sample Size

45
 (1) RESEARCH DESIGN

Research design is the one type of the framework of the research topic. A design identifies
Problems and solutions. In a research design there are series of prior decisions that together
provide a master plan for completing a research project. Research design is prove to be a
bridge between what has been established and what is to done in conduct of the studies.

Research design can be grouped in three categories.

Exploratory
research
design

Three
categories of
research
design
Descriptive
research Causal
design research
design

46
  Descriptive research design:-

The descriptive study is undertaken when the researcher’s wants to know the features of
certain based wise like users area.
 It provides the relevant data.
 It is applicable in many areas.
 It is designed for investigator together information about present existing condition.

In this research I have used Descriptive research design.

 Exploratory research design:-

Exploratory research is the research conducted for problems that has not been studies more
clearly, intended to established priorities, develop operational definitions and improve the
final research design. Exploratory research helps determine the best research design data
collection method and selection subject.

 Causal research design:-

Causal research also called explanatory research is the investigation of cause-and-effect

relationship. To determine causality, it is important to observe variation in the variable
assumed to cause the change in the other variable, and then measures the changes in the other
variable.

47
 (2) TYPES OF RESEARCH

Qualitative
Method
Quantitative
Method

Quantitative Research Method

Quantitative Research is most of used to quantify the problem by way of generating

numerical data of data that can be transformed into usable statistics. It is used to quantify
attitudes, behaviour, opinions, and other defined the variables and generalizes result from
large sample population. Quantitative methods are much more structured than qualitative
method.

Qualitative Research Method

Qualitative Research Method is used to gain an understanding reasons, opinion and

motivations. It proved insight into the problem of helps to develop ideas or hypothesis for
potential qualitative research. Qualitative Research is also used to uncover trends in though
and opinions, and dive deeper into the problem. This research is used the unstructured or
semi-structured techniques.

“Jay Bhavani Jewellers” for their customer satisfaction follows the Qualitative research
Method.

48
 (3) COLLECTION OF DATA

The data collection starts when research problems have been defined property. There are
mainly 2 types of data.

Primary Data:-
Primary data are those data, which collected for the first time and this
happen to be the original in character.
Particularly in case of big inquiries, primary data are collected either
through experience of survey. I have collected data from the questionnaire method.
The main purpose of the questionnaire is to read and understand the questionnaire and
write-down reply. The questionnaire is considered as the heart of survey option but it
can be only used when the respondent is well educated and knowledgeable. In our
survey the tools for the data collection was the questionnaire.

49
 Secondary Data :-

Secondary data means those data which have already been collected
and used by someone else and which have already been passed through the statistical process.
The researcher has also collected the secondary data by means of the documentary sources
such as:
A. Company records
B. Website
C. Magazine
D. Journals
For this research work I have used questionnaire method. In this method questionnaire is
send to the person concerned with a request to the person to answer the question and
return the questionnaire. This method is widely used in various economic and business
surveys.

50
 SAMPLING TECHNIQUES
The market of “Jay Bhavani Jewellers” is widely spread in Gujarat, Maharashtra and Tamil
Nadu. All of the products are available in all of the above states. Here, our survey is based
on customers of Saurashtra region. We have taken the sample size of 50 people and choose
randomly. And filling up of each questionnaire took around 7 to 10 days as per availability
of the customers. The process of selecting sample is known as the sampling. Number of
element in the sample is the sample size.

Data collection techniques:-

Quality of data depends on method and techniques used for data collection. Therefore,
a researcher should be select appropriate data collection techniques or method.
Selection of any data collection techniques depends on various factor such as
objectives of study, type of the problem, types of information needed, times, costs,
sources of data etc. There are four techniques for collecting primary data like:-

From the above method techniques, survey method is used in my study.

Survey means a systematic gathering of data from respondent through questionnaires.
Therefore it is also known as questionnaire method. It is the most popular and widely used
method. It is also serves as the most common type of quantitative research. Generally, the
techniques used in survey contains, interview, schedule and questionnaire.
-

51
 SAMPLE SIZE

Sample size determination is the act of choosing the number of observation or

replicates to include in a statistical sample. The sample size is an important feature of any
empirical study which in goal is to make the inferences about the population from a sample.

Sample size measures the number of individual samples measured and observations
used in the survey and experiment. To determine the sample size needed for an experiments
and survey, researchers take the number of desired factors into accounts.

Through large sample give more reliable results than small samples but increase the
cost, time and non-sampling error. Keeping in the way, these constraints 50 respondents
were chosen.

The market of “Jay Bhavani Jewellers” is widely spread in India. So it is not possible
to get the preference of each and every customer. So we have taken sample 50 people for our
survey and achieved the great extent.

52
 ANALYSIS

AND

INTERPRETATION

OF

DATA

53
AGE:-

Particulars No. of Respondents

25-35 10
35-45 25
45-55 15

30

25

20

15
No.of Respondents
25
10
15
5 10

0
25-35 35-45 45-55

INTERPRETATION:-

During the survey it was observed that 10 respondent are between the age of group 25-35.
While 25 of the between the ages of group 35-45. And remaining 15 respondents are between
the ages of group 45-55.

54
Q1. Have you purchase jewellery?
Particular No. of Respondents

Yes 43

No 07

No.of Respondents

14%

yes
no

86%

INTERPRETATION:-

From the above chart we can say that 86% people are purchase the jewellery and 14% people
are not purchase the jewellery.

55
Q2. From the following which brands of jewellery are you aware of?

Particular No. of Respondents

Jay Bhavani 12
Tanisque 21
Kalyan 8
K.D. Bhindi 9

No. of Respondents

25
21
20

15 12

10 No.of Respondents
8 9
5

0
Kalyan
Tanisque
Jay Bhavani
K.D. Bhindi

INTERPRETATION:-

From the above chart we can interpret that 8 people are aware of “Jay Bhavani Jewellers” and
21 respondents are aware of Tanisque jewellery, 12 respondents are Kalyan Jewellers and
remaining 9 respondents are aware of K.D. Bhindi Jewellers. So here, more number of people
is aware of Jay Bhavani Jewellers.

56
Q3. Where do you prefer to buy jewellery?

Particulars No. of Respondents

Branded Shop/ Jewellers 15
Family Jewellers 35

No.of Respondents

35

30

25

20
35
No.of Respondents
15

10
15
5

0
Branded shop Family
Jewellers

INTERPRETATION:-

From the above chart 30% people are prefer to buy the jewellery from branded shop and
remaining 70% people are prefer to buy jewellery from the family jewellers

57
Q4. Are you familiar with “Jay Bhavani Jewellers”?

Particulars No. of Respondents

Yes 40
No 10

No. Of Respondents

20%

Yes
No
80%

INTERPRETATION:-

Here, 80% respondents are familiar with the “Jay Bhavani Jewellers” and remaining 20%
respondent are not familiar with “Jay Bhavani Jewellers”.

58
Q5. Where have you seen advertisement for “Jay Bhavani Jewellers”?

Particulars No. of Respondents

T.V. 10
Newspapers 20
Hoardings 15
Reference group 5

20
20

15 15
10
10

5
5
0
T.V.
Newspapers
Hoardings
Reference group

INTERPRETATION:-

From the above chart we can interpret that 20%people are seen advertisement on T.V, 40%
people are seen advertisement on Newspapers, 30% people are seen advertisement on
Hoardings and remaining 10% people are seen advertisement on Reference group.

59
Q6. Which of the following attributes do you associate with “Jay Bhavani Jewellers”?

Particulars No. of Respondents

Price 12
Purity& Quality of gold 28
Good Image 5
Fast and easy availability 5

No.of Respondents

10%
24%
10%
Price
Purity&Quality of gold
Good images
Fast and easy availability

56%

INTERPRETATION:-

Here, the 10% people are associated with the fast and easy availability, 24% people are
associated with the price, and then 10% people are associated with the good image and after
that 56% people are associated with the purity and quality of gold because of the “Jay
Bhavani Jewellers” are provided the good quality product to the customers.

60
Q7. Which jewellery items do you generally purchase from “Jay Bhavani Jewellers”?

Particulars No. of Respondents

Gold 40
Silver 7
Diamond 2
Platinum 1

40
40
35
30
25
20
15
10 7
5
0 2
1
Gold
Silver
Diamond
Platinum

INTERPRETATION:-

From the above chart 80% people are purchase the Gold from “Jay Bhavani Jewellers”, 14%
people are purchase the silver items, 4% people are purchase the diamond items and
remaining 2% people are purchase the platinum items.

61
Q8. What is the purpose of purchase Gold jewellery from “Jay Bhavani Jewellers”?

Particulars No. of Respondents

Daily use 7
Investment 30
Gift 1
Marriage function 12

No.of Respondents

30
30

20
7
10 12
No.of Respondents
0 1

Daily use
Investment
Gift
Marriage
function

INTERPRETATION:-

From the above chart now a days most of people are purchase the jewellery for their
investment. Here, 14% people are purchase the jewellery for the daily use, 2% people are
purchase the jewellery for gift, 24% people are purchase the jewellery for the purpose of
marriage function and remaining 60% people are purchase the jewellery for the purpose of
their Investment.

62
Q9. Do you get your jewellery with “Hallmark”?

Particulars No. of Respondents

Yes 44
No 6

No.of Respondents

Yes

44 No

INTERPRETATION:-

Here we can interpret that 88% people are get the jewellery items with hallmark and
remaining 12% people are not get the jewellery items with hallmark.

63
Q10. Are you preferable labour charges from “Jay Bhavani Jewellers”?

Particulars No. of Respondents

Yes 40
No 10

No.of Respondents

10

Yes
40
No

INTERPRETATION:-

From the above chart 80 % people are preferable labour charges from the Jay Bhavani
Jewellers and then 20% people are not preferable labour charges from the Jay Bhavani
Jewellers.

64
Q11. Which of the following categories best describes your last experience purchasing
jewellery from “Jay Bhavani Jewellers”?

Particulars No. of Respondents

Pleasant 35
Somewhat 10
Unpleasant 5

35
35
30
25
20
15
10
10
5 5

0
Pleasant
somewhat
Unpleasant

INTERPRETATION:-

Here, we can interpret that 70% people are pleasant for buying the jewellery items and
remaining the 20%and 10% are somewhat and unpleasant for buying the jewellery items
respectively.

65
Q12. Have you received any extra benefits from “Jay Bhavani Jewellers?

Particulars No. Of Respondents

Credit facility 7
Discount 10
Equated monthly instalment 32
Others 1

No.of Respondents

35 32
30
25
20
15
7 10
10 No.of Respondents
5
0
1
Credit
facility Discount
Equated
monthly Others
instalment

INTERPRETATION:-

From the above chart we can say that the 64 people are received the extra benefits like: pay
the equated monthly instalment from the Jay Bhavani Jewellers, 14% people are received the
credit facility, 20%people are received the discount and remaining 2%.

66
Q13. Would you like recommended to other people for “Jay Bhavani Jewellers”?

Particulars No. of Respondents

Definitely 46
Probably 3
Not sure 1

No.of Respondents

3 1

Definitely

46 Probably
Not sure

INTERPRETATION:-

Here, the 46 respondent are definitely like recommended to other people for the Jay Bhavani
Jewellers, 3 respondents are probably like recommended to other people and remaining
1respondent are not sure to like recommended to other people.

67
Q14. Are you assured of a good service after purchase?

Particulars No. of Respondents

Yes 47
No 03

No. Of Respondents

50
45
40
35
30
25 47 No. Of Respondents
20
15
10
5
3
0
Yes No

INTERPRETATION

From the above chart we can interpret that 47 respondents are assured of a good service after
purchase. And remaining 3 respondents are not assured of a good service after purchase.

68
Q15. Will you like to switch your brand preference if get some promotional scheme with
another brand?

Particulars No. of Respondents

Yes 48
No 02

No. of Respondents
60

50

40

30
No. Of Respondents
48
20

10

0 2
Yes No

INTERPRETATION

Here the 48 respondents are like to switch the brand preference if get some promotional
scheme with another brands. And 2 respondents are not like to switch the brand preference if
get some promotional scheme with another brands.

69
Q16. Did you get prompt services from the sales staff?

Particulars No. of Respondents

Wow 35
Good 10
Could be better 05

No.of Respondents

10%

20% Wow
good
Could be better

70%

INTERPRETATION

Here above the chart,

35 respondents say “wow”.
10 respondents say “Good”.
05 respondents say “Could be better”.

70
Q17. Does the Promotional offer informed in the Jewellery shop attract you?

Particulars No. of Respondents

Yes 42
No 08

No. Of Respondents

16%

Yes
No
84%

INTERPRETATION

Here the 84% respondents are attracting to the promotional offers informed in Jay Bhavani
Jewellers. And 16% respondents are not attracting the promotional offers informed in Jay
Bhavani Jewellers.

71
Q18. Does the sales promotion activities of Jay Bhavani Jewellers made you to visit
again?

Particulars No. of Respondents

Yes 45
No 05

No. of Respondents

45 No. Of resondents

Yes No

INTERPRETATION

From the above chart we can interpret that 45 respondents are visit again of jay bhavani
jewellers and remaining 5 respondents are not agree for visit again.

72
Q19. Your overall shopping experience due to offers and discounts in Jay Bhavani
Jewellers?

Particulars No. of Respondents

Good 40
Average 05
Poor 05

No. of Respondents
45

40

35

30

25

20 40 No. Of respondents

15

10

5
5 5
0
Good Average Poor

INTERPRETATION

Here,
40 respondents say “Good”.
5 respondents say “Average”.
5 respondents say “Poor”.

73
Q20. Are you satisfied with making charges of “Jay Bhavani Jewellers”?

Particulars No. of Respondents

Yes 41
No 09

No. Of respondents

18%

Yes
No
82%

INTERPRETATION

From the above chart we can interpret that 41 respondents are satisfied with making the
charge of Jay Bhavani Jewellers. And 9 respondent are not satisfied with making charge of
Jay Bhavani Jewellers.

74
 TESTING OF HYPOTHESIS

Z- Test Single Proportion

(1) Setting the Hypothesis:-

H0: 50% Customer’s are not satisfied.

H0: P= 0.5

H1: 50% Customer’s are satisfied.

H1: P>0.5

(2) Level of Significance:-

The level of significance at 5% Z=1.64

(3) Calculation of Test Statistics:-

P = 09
50
= 0.18

Q=1-P
= 1 - 0.18
= 0.82

p = 41 = 0.82
50

75
Z = p–P
PQ
n

= 0.82 - 018
0.18× 0.82
50

= 0.64
0.05

= 12.8

(4) Conclusion:-

Z > 1.64

12.8>1.64

So, H1 is accepted and H0 is rejected. There is 50% customer’s are satisfied.

76
 FINDINGS

SUGGESTIONS

COCLUSION

77
 FINDINGS

On the basis of the survey conducted by me about the entering into the Diamond Jewellery
market for the “Jay Bhavani Jewellers”, I found that it is beneficial for the company to entre
in Gold market because the data which is collected through the questionnaire in favour of the
company.

There are many competitors in junagadh Gold and Jewellery market for “Jay Bhavani
Jewellers” which is K.D. BHINDI, Shree Krishna, Navrang jewellers.
From our survey data, we can say that customers will give positive response to the
“Jay Bhavani Jewellers” and they will like it.
Overall it was found that there is a significant effect of customer satisfaction provided
by the “Jay Bhavani Jewellers”.
People are also visit Jay Bhavani Jewellers because they provide better services then
other retailer.
There is relationship between consumer preference for types of Jewellery products
and educational qualification of the consumers.
The pattern is also major factor because of which people does not prefer Jay Bhavani
Jewellers.
The most of people buy the Jewellery for the Marriage in their family. The gold
jewellers have different suggestions attached to it.

78
 SUGGESTIONS

 Jay Bhavani Jewellers should give the some promotions and discounts and also give
the offers on some special occasion such as Marriage days and other festivals season.
The offers and discount can also be provided in the traditional jewellery shops to get
more customers towards them.

 Most of the customers expect good customer service from the jewellery shop. They
feel that their thoughts and ideas must be given importance at the time of purchase.
The Jay Bhavani Jewellers can improve their service by providing adequate
information’s to their customers relating to their purchase.

 Customers feel that the wastage charges must not to be levied. This is because they
are of the attitude that when making jewellery the wastage is again being utilized by
the jewellery themselves.

 Jay Bhavani Jewellers should also make website or should also promote their
company by doing advertisements in hoardings and online pop-up advertisement.
They could also sale their products on Amazon and flip kart.

 Though now days light weighted gold jewellery comes in eye- catching design, still
more new varieties are expected by the buyers. So, Jay Bhavani jewellers should
focus on new design and light weighted jewellery to fight competitions.

79
 CONCLUSION

 After going to the all process of this survey, I am concluding that the “Jay Bhavani
Jewellers” is one of the best well-Organized and managed the company.

 “Jay Bhavani Jewellers” is ideally located and easily fulfils its requirements.

 “Jay Bhavani Jewellers” has a clear focus on having well-motivated and trained force.
The Jewellers needs to have motivated and confident staff who have up-to-date skills
in order to remain competitive. In addition, well-trained staff is an assets to the
business and help to retain customers.

 By the research work it was found that the employees were very satisfy by the
strongly aggress.

 Customer satisfaction helps growth of the business.

 This study was a learning experience for me and I came to know the customer
satisfaction in “Jay Bhavani Jewellers” was positive in response but skill more
customer satisfaction is needed in “Jay Bhavani Jewellers”. So, that the employees are
motivated time to time and they should know there strength and weakness so that they
can work on it and improve their knowledge and skill for the betterment of their
organization.

 On the basis of survey data, I can say that if “Jay Bhavani Jewellers” enter into Gold
market they will surely get the extremely good response.

 At last but not at least I would like to thank to all staff of “Jay Bhavani Jewellers”
who have given to me a full co-operation to complete this report and also without the
support and guidance of our college professor it was not possible for me to complete
this report successfully I am also thankful to them.

80
BIBLIOGRAPHY

81
 BIBLIOGRAPHY

 Book Reference:-

 K Aswathappa (2017July). Human Resource Management (Vol.8 th Edition, Ed).

Mcgraw Higher Ed.
 R. Kothari, Reserach Methodology (Vol.2nd Revised Edition, Ed). Bookboon 2013.
 Manmohan Joshi, Human Resource Management (Vol.1st Revised Edition, Ed). Sage
Publishing.
 Ranjit Kumar (2014) Research Methodology (Vol.4th Revised Edition, Ed). Sage
Publishing.
 Nicholas walliman, Research Project (Vol.3rd Revised Edition, Ed). Sage Publishing.

 Websites Referred:-

 Jaybhavani108@yahoo.com
 www.yahoo.com
 www.searchindia.com
 https://www.managementstudyguide.com/factors-affecting-customer-
satisfaction.htm

82
ANNEXTURE

83
NAME:-

AGE:-
25-35

35-45

45-55

GENDER:-
MALE

FEMALE

Q1. Have you purchase jewellery?

Yes No

Q2. From the following which brands of Jewellery are you aware?
K.D. BHINDI Kalyan Tanishq Radhika

Q3. Where do you prefer to buy jewellery?

Branded shop Family jewellers

84
Q4. Are you familiar with “Jay Bhavani Jewellers”?
Yes No

Q5. Where have you advertisement for “Jay Bhavani Jewellers”?

T.V. Newspapers Hoardings Reference group

Q6. Which of the following attributes do you associate with Jay Bhavani Jewellers?
Price Good image Fast & Easy Purity & Quality of gold
Availability

Q7. Which jewellery items do you generally purchase from “JAY BHAVANI
JEWELLERS”?
Gold Silver Diamond Platinum

Q8. What is the purpose of purchase gold jewellery from “JAY BHAVANI
JEWELLERS”?
Daily use Investment Gift Marriage function

Q9. Do you get your jewellery with “Hallmark”?

Yes No

85
Q10. Are you preferable labour charge from “JAY BHAVANI JEWELLERS”?
Yes No

Q11. Which of the following categories best describes your last experience purchasing
jewellery from “JAY BHAVANI JEWELLERS”?
Pleasant Some what Unpleasant

Q12. Have you received any extra benefits from “JAY BHAVANI JEWELLERS”?
Credit facility Discount Equated monthly instalment Others

Q13. Would you like recommended do other people for “Jay Bhavani Jewellers”?
Definitely Probably Not sure

Q14. Are you assured of a good service after purchase?

Yes No

Q15. Will you like to switch your brand preference if get some promotional scheme with
another brand?

Yes No

Q16. Did you get prompt services from the sales staff?

Wow Good Could be better

86
Q17. Does the Promotional offer informed in the Jewellery shop attract you?

Yes No

Q18. Does the sales promotion activities of Jay Bhavani Jewellers made you to visit
again?

Yes No

Q19. Your overall shopping experience due to offers and discounts in Jay Bhavani
Jewellers?
Good Average Poor

Q20. Are you satisfied with making charges of “Jay Bhavani Jewellers”?

Yes No

87