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Project Report

On
“Buying behaviour
of gold
with regards to
Tanisq ”
SUBMITTED IN PARTIAL FULFILMENT OF THE

REQUIREMENT OF P.G.D.M. PROGRAM

Submitted To:

Professor Devang Desai

Submitted By:

Jay Desai (28)

Grishma Tandel (20)

Jairaj Tailor (27)

Rohan Shahi (49)

2nd Year P.G.D.M. (3rd Semester)

G.I.D.C. Rofel Business School, Vapi.

Academic Year:

2009-2010

Submission On: 20th November, 2009


Buying behaviour of Gold

DECLARATION

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Buying behaviour of Gold

This project report entitled study of customer’s perception has


been submitted to G.I.D.C Rofel Business School, Vapi in partial
fulfilment of P.G.D.M. Degree. Here by we, undersign that this
project report has been completed by us under the guidance of
Professor Devang Desai (Faculty: Marketing Research, G.I.D.C.
Rofel Business School, Vapi)

Study of this Project Report is entirely result of our own efforts


and research is original in nature. This Project Report is not
submitted either in part or whole to any other institute for any
other degree.

Place: Vapi

Date: 20th November, 2009

Grishma Tandel

Jairaj tailor

Jay Desai

Rohan Shahi

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Buying behaviour of Gold

ACKNOWLEDGEMENT

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Buying behaviour of Gold

We would like to express our gratitude to:

(i) Professor Devang Desai, for giving us a chance to learn


things in a practical and innovative way, and gain some
experience for the same. We would also like to thank
her for all her support and to encourage us and
motivate us to learn new things and in different ways.

(ii) The group members for showing their co-ordination for


the project.

We are greatly thankful to all the advisors who helped us


knowingly and for giving information and interest in report.

Thanking You,

Grishma Tandel

Jairaj tailor

Jay Desai

Rohan Shahi

Marketing Research GIDC ROFEL Business School


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Buying behaviour of Gold

ITENARY

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Buying behaviour of Gold

F Executive Summary
F Introduction
i) Tanishq profile

F About The Research


i) Purpose Of The Research

ii) Problem Of The Research

iii) Objective Of The Research

iv) Limitations Of The Research

v) Significance Of The Research

F Sample
i) Sampling Frame

ii) Sampling Unit

iii) Sample Size

iv) Sample Size Selection

F Research Methodology
i) Research Tools
a) Exploratory Research

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Buying behaviour of Gold

• Questionnaire Survey

b) Descriptive Research

F Detailed Findings
F Conclusion
F Recommendation & Conclusion
F Bibliography

EXECUTIVE SUMMARY

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INTRODUCTION
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Buying behaviour of Gold

TANISHQ PROFILE

Evolution of Tanishq
Titan came into existence in July 1984, when the Tata Group
joined hands with the Tamil Nadu Industrial Development
Corporation (TIDCO) to make a foray into the watch industry.
Titan started manufacturing jewellery watches and jewellery in
1994. It set up its fully integrated Rs. 400 million-jewellery
plant in Hosur. The plant had the capacity to manufacture four
tonnes of gold in a year. Titan launched these products under
the brand name of Tanishq, in 1995. The name Tanishq, a
blend of two words, 'tan' (body) and 'ishq' (love), was coined
by Xerxes Desai, the Vice-Chairman and Managing Director of
Titan.
To change its image from a watch manufacturer to a fashion
accessories manufacturer, Titan was renamed Titan Industries
Ltd. in 1995. Titan scaled the capacity of its Hosur plant to 4.18
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Buying behaviour of Gold

million units in 1996 to meet the domestic and international


demand. From the late 1990s, Titan's commitment to the
jewellery business increased.
When Titan launched Tanishq in 1995, the jewellery industry in
India valued at Rs 40,000 crore was mostly unorganized, with
around 3.5 lakh players. Before 1992, only the Metal and
Mineral Trading Corporation and the State Bank of India were
allowed to import gold. In 1992, as part of economic
liberalization, the government abolished the Gold Control Act of
1962, allowing free import of gold. In 1993, private
companies were allowed to enter the hitherto restricted
gold and diamond mining industry. Foreign investors were
allowed to hold up to 50% equity in mining ventures.

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Buying behaviour of Gold

Growth of Tanishq

Revenue in million Rupees

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STRENGTH OPPORTUNITIES
• Purity (karat meter) • Global markets
• Distribution network and • Low cost jewellery
retailing store • Customized jewellery
• Award winning designs designs
• Diversity in jewellery • Concentrate on Gen-X by
gold/diamond/platinum having trendy jewellery
• Competitive prices • Expand retail stores

WEAKNESS THREATS
• Capture Rs 70,000-crore • Competition
• Escalated gold costs lower • Lack of Skilled workers
margins • Gold not seen as s source
of investment. (Luxury is
needed).

SWOT ANALYSIS

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Buying behaviour of Gold

Purity of jwellrey through karat meter is still the sign of total


purity.
Distribution network and retailing store are in place for the
company with
130 stores countrywide. Mind boggling/award winning designs
have come
for the company. Diversity in jewellery gold/diamond/platinum
enhances
the product range of the company. We also have competitive
prices for
the entire product ranges as compared to the competitors.

Weaknesses
Capture Rs 70,000-crore Indian jewellery market. Tanishq
comprises a
small share of the overall Rs 70,000-crore Indian jewellery
market and
hence it needs to increase its market share in this huge
industry. Escalated
gold costs has caused lower margins is to push sales as much
as possible.

Opportunities
Global markets like USA needs to be looked at. Low cost and
easy to
wear jewellery should be further promoted. Customized
jewellery designs
should provided to the customers. Concentrate on Gen-X by
having
trendy jewellery. Expand retail stores in India to further
increase reach.
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Buying behaviour of Gold

Threats
Competition from local jewellers all over India. Lack of Skilled
workers
in jewellery industry. Gold is no longer seen as source of
investment.
People are more concerned about design and luxury.

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Buying behaviour of Gold

Three Major Products Of Tanishq In


GOLD

 Zoya
Secrets of the Egyptian pharaohs masked with the mystery of the comos; Oriental
art embellished with occidental architecture

 Fashion Earrings
 The Fashion earring collection; has a ranged of over 300 exclusive
designs

 Wedding Collection
 The bride blushes

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Buying behaviour of Gold

ABOUT THE RESEARCH

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Buying behaviour of Gold

THE PURPOSE OF THE RESEARCH

The basic purpose of this research is to find the buying


behaviour of people of vapi toward gold.

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PROBLEM

To find out problem is the first stage of the research process. It


represents translating the management problem into research
problem. It is right said, “A problem well defined is half –
solved.”

Tanishq is one of the store who provides branded gold & have
brand name.

Inspite of product quality , services tanishq provides why do


still prefer buying gold from local retailers.

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OBJECTIVES

The objectives of the study are as follows:


1) The objective of study was to find the actual reason why people are
not going to Tanishq

2) To find what they like & dislike about Tanishq.

3) On the basis of in depth interview we got 6 criteria in which we


could measure the attitude of people towards Tanishq.

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Limitations

 The survey was conducted within the limited time


frame; so few shortcoming may be expected.

 The respondent’s personal bias may be another


factor, which is uncontrollable.

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 The finding of the survey is strictly based on the


responses of the respondents. It is difficult to find the
euthenics be true, so we are assuming them to be true.

 It was very difficult to explain the respondents about


how to fill the questionnaire & it took time for data
collection.

Hypothesis
a) Price doesnot affect the buying of gold.
b) Quality of gold does not effect the buying of gold
c) Service does not effect the buying of gold
d) Pattern does not effect buying of gold
e) Location of store does not effect buying behavior of
gold.
f) Ambiance of store effect buying behavior of gold.

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Buying behaviour of Gold

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VIEW ABOUT THE TOPIC

SAMPLE

Sampling Frame:

A Sampling frame consists of a list of item


from which the sample is to be drawn.

The sample frame for this research constitutes


all the customers who have visited Tanishq store for
purchasing gold.

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Sampling Unit:

A decision has to be taken concerning a


sampling unit before selecting sample sampling unit
may be a geographical one, a construction unit, a
social unit or it may be an individual.

The sample unit for this research constitutes


the organization that is Tanishq only dealer in vapi

Sample Size:

The sample size of our research was 150 but


only 121 people have visited tanishq store.

Sample Size Selection:

sample size was selected on the basis


of the 3 factors.

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a) It was difficult to locate the customer


who have visited to tanishq.
b) The respondents were not much
educated so it was difficult to make them
understand about the questionnaire.
c) People were not easily available outside
Tanishq.

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RESEARCH METHODOLOGY

Research Tools:

The research tool used for this research is


PRIMARY DATA

In primary data the following research design


is being followed:

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i) Exploratory Research:

Questionnaire Survey (Sample Size –


150)

ii) Descriptive Research:

On the basis of the questionnaire


survey, the analysis is done in order to
find out the reason why people are not
visiting Tanishq

We have used 2 types of reaserch design they are

a) Exploratory research

b) Descriptive research

Exploratary research because we were not knowing the actual


problem faced by tanishq. So for that we did an Indepth
interview of 3 person to find what are the major findings &
difficulties are faced by them.

We did Interview of

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Buying behaviour of Gold

a) Mr Bhaskar who is the senior sales manger of tanishq of


south Gujarat region.

In the interview we asked him diifrent question regarding the


sales & their way of operation & different aspects about tanishq

From the answers given by Mr Bhaskar we found that major


reason why people are not turning out towards Tanishq is
because of Price a bit higher & pattern availability in tanishq .
he also told us the major reason why people are coming to
tanishq is the quality of gold & services provided by them. He
also said that people who loves the ambiance of store may
affect the buying decision.

Then we interviewed Mr Azad the owner of Payal jwellers of


vapi town & we asked him the same questions what we asked
Mr. Bhaskar.

We found that

a) Major people who buy gold from there are their regular
customers from long time

b) The people have trust on the purity of gold

c) He also said that people are having bad experience of


going to tanishq as the price of gold is more than what
they are paying to normal retailers.

d) He also said that people of vapi are more price councius


& not quality concius.

e) He also said that patterns which are available with them


are the same or much more compared to tanishq
people.

From the detailed interview of these 2 people we thaught that


major reasons which can effect the purchase decision of people
buying gold are

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Buying behaviour of Gold

1) Price

2) Quality

3) Service

4) Availability of pattern

5) Proximity to market

6) Ambiance of store

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Buying behaviour of Gold

DETAILED FINDINGS

Over All Sample size

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The sample was 150 but out of which 29 people dint


went to Tanishq for buying of gold. So our sample size
came to 121.

Segmentation According to Gender

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Out of 121 there were 65 female that constitute 54% of


total sample & rest are male they are 56 which
contributes 46% of total sample.

Annual income of Respondents

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Buying behaviour of Gold

The respondents average income lies from 5000 to


30000 & above so respondents were

a) 5000 – 10000 =6
b) 10000 – 20000 = 11
c) 20000 – 30000 = 18
d) 30000 & above = 86

People who said they visit Tanishq & again goes for
repurchase

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The above charts gives us the detail of people who


visits Tanishq for repurchase.

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Buying behaviour of Gold

Hypothesis Testing

2 2
X = ∑ (o-e) / e

1)Price does not affect the buying of gold.

Price

Particular 1 2 3 4 5 Total

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1 3 12 11 4 0 30

2 8 15 31 12 0 66

3 1 0 6 7 4 18

4 0 0 1 1 2 4

5 0 0 0 1 2 3

Total 12 27 49 25 8 121

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Observed expected o-e 2(o-e) 2(o-e)/e


3 2.97 0.03 0.0009 0.000303
12 6.69 5.31 28.1961 4.214664
11 12.14 -1.14 1.2996 0.107051
4 6.19 -2.19 4.7961 0.774814
0 1.98 -1.98 3.9204 1.98
8 6.54 1.46 2.1316 0.325933
15 14.72 0.28 0.0784 0.005326
31 26.2 4.8 23.04 0.879389
12 13.63 -1.63 2.6569 0.19493
0 4.36 -4.36 19.0096 4.36
1 1.78 -0.78 0.6084 0.341798
0 4.01 -4.01 16.0801 4.01
6 7.28 -1.28 1.6384 0.225055
7 3.71 3.29 10.8241 2.917547
4 1.19 2.81 7.8961 6.635378
0 0.39 -0.39 0.1521 0.39
0 0.89 -0.89 0.7921 0.89
1 1.61 -0.61 0.3721 0.231118
1 0.82 0.18 0.0324 0.039512
2 0.26 1.74 3.0276 11.64462
0 0.29 -0.29 0.0841 0.29
0 0.66 -0.66 0.4356 0.66
0 1.21 -1.21 1.4641 1.21
1 0.61 0.39 0.1521 0.249344
2 0.19 1.81 3.2761 17.24263
Total 59.8194

The hypothesis of these question is that the price does not


effect the buying behavior of consumer that is Ho.

So from the calculation we got the value of H0 as 59.8149

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So when compared to tabulated value of the number that is (r-


1)*(c-1) gives us the tabulated value so for my question (5-
1)*(5-1) = 16 is the degree of freedom.

The value for the 16 is 26.3

So Ho>H1 so hypothesis is rejected.

2) Quality of gold does not effect the buying of gold

Quality
Particular 1 2 3 4 5 total

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1 3 2 2 0 0 7
2 1 4 5 2 0 12
3 2 10 20 11 3 46
4 6 9 18 8 5 46
5 0 2 4 4 0 10
Total 12 27 49 25 8 121

Observed expected o-e 2(o-e) 2(o-e)/e


3 0.69 2.31 5.3361 7.733478
2 1.56 0.44 0.1936 0.124103
2 2.83 -0.83 0.6889 0.243428
0 1.44 -1.44 2.0736 1.44
0 0.46 -0.46 0.2116 0.46
1 1.19 -0.19 0.0361 0.030336
4 2.67 1.33 1.7689 0.662509
5 4.85 0.15 0.0225 0.004639
2 2.47 -0.47 0.2209 0.089433
0 0.79 -0.79 0.6241 0.79
2 4.56 -2.56 6.5536 1.437193
10 10.26 -0.26 0.0676 0.006589
20 18.62 1.38 1.9044 0.102277
11 9.5 1.5 2.25 0.236842
3 3.04 -0.04 0.0016 0.000526
6 4.56 1.44 2.0736 0.454737
9 10.26 -1.26 1.5876 0.154737
18 18.62 -0.62 0.3844 0.020644
8 9.5 -1.5 2.25 0.236842
5 3.04 1.96 3.8416 1.263684
0 0.99 -0.99 0.9801 0.99
2 2.23 -0.23 0.0529 0.023722
4 4.04 -0.04 0.0016 0.000396
4 2.06 1.94 3.7636 1.82699
0 0.66 -0.66 0.4356 0.66
Total 18.99311

The hypothesis of these question is that the Quality does not


effect the buying behavior of consumer that is Ho.

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Buying behaviour of Gold

So from the calculation we got the value of H0 as 18.99311

So when compared to tabulated value of the number that is (r-


1)*(c-1) gives us the tabulated value so for my question (5-
1)*(5-1) = 16 is the degree of freedom.

The value for the 16 is 26.3

So Ho<H1 so hypothesis is accepted.

So Quality does matter in buying gold.

3) Service does not affect buying behavior of consumer.

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Particula
r 1 2 3 4 5 total
1 0 0 1 0 0 1
2 1 0 0 0 0 1
3 1 6 5 8 1 21
4 6 15 33 10 6 70
5 4 6 10 7 1 28
Total 12 27 49 25 8 121

Service
Observed expected o-e 2(o-e) 2(o-e)/e
0 0.09 -0.09 0.0081 0.09
0 0.22 -0.22 0.0484 0.22
1 0.4 0.6 0.36 0.9
0 0.2 -0.2 0.04 0.2
0 0.06 -0.06 0.0036 0.06
1 0.09 0.91 0.8281 9.201111
0 0.22 -0.22 0.0484 0.22
0 0.4 -0.4 0.16 0.4
0 0.2 -0.2 0.04 0.2
0 0.06 -0.06 0.0036 0.06
1 2.08 -1.08 1.1664 0.560769
6 4.68 1.32 1.7424 0.372308
5 8.5 -3.5 12.25 1.441176
8 4.33 3.67 13.4689 3.1106
1 1.3 -0.3 0.09 0.069231
6 6.94 -0.94 0.8836 0.12732
15 15.62 -0.62 0.3844 0.024609
33 18.35 14.65 214.6225 11.69605
10 14.46 -4.46 19.8916 1.375629
6 4.63 1.37 1.8769 0.405378
4 2.78 1.22 1.4884 0.535396
6 6.25 -0.25 0.0625 0.01
10 11.34 -1.34 1.7956 0.158342
7 5.79 1.21 1.4641 0.252867
1 1.85 -0.85 0.7225 0.390541
32.08133

The hypothesis of these question is that the service does not


effect the buying behavior of consumer that is Ho.
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Buying behaviour of Gold

So from the calculation we got the value of H0 as 32.0813

So when compared to tabulated value of the number that is (r-


1)*(c-1) gives us the tabulated value so for my question (5-
1)*(5-1) = 16 is the degree of freedom.

The value for the 16 is 26.3

So Ho>H1 so hypothesis is rejected.

So service does matter in buying gold.

4 ) Pattern does not effect effect buying behavior


of consumers.

Particular 1 2 3 4 5 total

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Buying behaviour of Gold

1 0 2 4 0 0 6
2 5 7 16 8 3 39
3 3 11 16 7 2 39
4 3 6 4 6 1 20
5 1 1 9 4 1 17
Total 13 27 49 25 7 121

PATTERN
Observed expected o-e 2(o-e) 2(o-e)/e
0 0.65 -0.65 0.4225 0.65
2 1.34 0.66 0.4356 0.325075
4 0.45 3.55 12.6025 28.00556
0 1.25 -1.25 1.5625 1.25
0 0.35 -0.35 0.1225 0.35
5 4.19 0.81 0.6561 0.156587
7 8.7 -1.7 2.89 0.332184
16 2.9 13.1 171.61 59.17586
8 8.06 -0.06 0.0036 0.000447
3 2.26 0.74 0.5476 0.242301
3 4.19 -1.19 1.4161 0.337971
11 8.7 2.3 5.29 0.608046
16 2.9 13.1 171.61 59.17586
7 8.06 -1.06 1.1236 0.139404
2 2.26 -0.26 0.0676 0.029912
3 2.15 0.85 0.7225 0.336047
6 4.46 1.54 2.3716 0.531749
4 1.49 2.51 6.3001 4.228255
6 4.13 1.87 3.4969 0.846707
1 1.16 -0.16 0.0256 0.022069
2 1.83 0.17 0.0289 0.015792
1 3.79 -2.79 7.7841 2.053852
9 1.26 7.74 59.9076 47.54571
4 3.51 0.49 0.2401 0.068405
1 0.98 0.02 0.0004 0.000408
206.4282

4) Pattern does not effect buying behavior of gold.

The hypothesis of these question is that the pattern does not


effect the buying behavior of consumer that is Ho.

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So from the calculation we got the value of H0 206.4282

So when compared to tabulated value of the number that is (r-


1)*(c-1) gives us the tabulated value so for my question (5-
1)*(5-1) = 16 is the degree of freedom.

The value for the 16 is 26.3

So Ho>H1 so hypothesis is rejected.

So it has been analyzed that Tanishq has good variety of


pattern.

5) Proximity does not affect buying of gold.

Particul
ar 1 2 3 4 5 total
1 2 0 6 2 0 10
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2 2 2 3 0 1 8
3 4 6 18 8 4 40
4 3 7 14 9 1 34
5 1 12 8 6 2 29
Total 12 27 49 25 8 121

Proximity
Observed expected o-e 2(o-e) 2(o-e)/e
2 0.99 1.01 1.0201 1.030404
0 2.23 -2.23 4.9729 2.23
6 3.88 2.12 4.4944 1.158351
2 2.07 -0.07 0.0049 0.002367
0 0.67 -0.67 0.4489 0.67
2 0.79 1.21 1.4641 1.853291
2 0.79 1.21 1.4641 1.853291
3 3.11 -0.11 0.0121 0.003891
0 1.65 -1.65 2.7225 1.65
1 0.53 0.47 0.2209 0.416792
4 3.97 0.03 0.0009 0.000227
6 8.93 -2.93 8.5849 0.961355
18 15.54 2.46 6.0516 0.389421
8 8.27 -0.27 0.0729 0.008815
4 2.64 1.36 1.8496 0.700606
3 3.37 -0.37 0.1369 0.040623
7 7.59 -0.59 0.3481 0.045863
14 13.21 0.79 0.6241 0.047245
9 7.02 1.98 3.9204 0.558462
1 2.25 -1.25 1.5625 0.694444
1 2.88 -1.88 3.5344 1.227222
12 6.47 5.53 30.5809 4.726569
8 11.26 -3.26 10.6276 0.943837
6 5.99 0.01 1E-04 1.67E-05
2 1.92 0.08 0.0064 0.003333
Total 21.21642

The hypothesis of these question is that the proximity does not


effect the buying behavior of consumer that is Ho.

So from the calculation we got the value of H0 as 21.21


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So when compared to tabulated value of the number that is (r-


1)*(c-1) gives us the tabulated value so for my question (5-
1)*(5-1) = 16 is the degree of freedom.

The value for the 16 is 26.3

So Ho<H1 so hypothesis is accepted.

6) Ambiance does not affect buying behavior of gold.

Particular 1 2 3 4 5 total
1 1 1 0 4 1 7

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2 0 2 6 2 0 10
3 5 6 11 6 2 30
4 3 9 17 8 11 38
5 4 9 14 5 4 36
Total 13 27 48 25 8 121

Observed Expected o-e 2(o-e) 2(o-e)/e


1 0.75 0.25 0.0625 0.083333
1 1.56 -0.56 0.3136 0.201026
0 2.78 -2.78 7.7284 2.78
4 1.45 2.55 6.5025 4.484483
1 0.46 0.54 0.2916 0.633913
0 1.07 -1.07 1.1449 1.07
2 2.23 -0.23 0.0529 0.023722
6 3.97 2.03 4.1209 1.03801
2 2.07 -0.07 0.0049 0.002367
0 0.66 -0.66 0.4356 0.66
5 3.22 1.78 3.1684 0.983975
6 6.69 -0.69 0.4761 0.071166
11 11.9 -0.9 0.81 0.068067
6 6.2 -0.2 0.04 0.006452
2 1.98 0.02 0.0004 0.000202
3 4.08 -1.08 1.1664 0.285882
9 8.48 0.52 0.2704 0.031887
17 15.07 1.93 3.7249 0.247173
8 7.85 0.15 0.0225 0.002866
1 2.51 -1.51 2.2801 0.908406
4 3.87 0.13 0.0169 0.004367
9 8.03 0.97 0.9409 0.117173
14 14.28 -0.28 0.0784 0.00549
5 7.44 -2.44 5.9536 0.800215
4 2.38 1.62 2.6244 1.102689
Total 15.61287

The hypothesis of these question is that the proximity does not


effect the buying behavior of consumer that is Ho.

So from the calculation we got the value of H0 as 15.61


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Buying behaviour of Gold

So when compared to tabulated value of the number that is (r-


1)*(c-1) gives us the tabulated value so for my question (5-
1)*(5-1) = 16 is the degree of freedom.

The value for the 16 is 26.3

So Ho<H1 so hypothesis is accepted.

Questionnaire

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Buying behaviour of Gold

GIDC ROFEL BUSINESS SCHOOL

Dear Sir/Madam

We are the students of 2nd Year PGDM Course of GIDC ROFEL


BUSINESS SCHOOL (VAPI). As a part of our research study we are
conducting a survey regarding the perception of people regarding
the purchase of gold from different organized & Un organized
Retailers.

Guidelines for filling the form:-

1) Please check the box wherever required.

2) Only 1 check per question.

Q 1 ) Name:-________________________________________________________

Q 2) Gender - male female

Q 3) Age :- _________________

Q 4) Occupation: - Service Business Others

Others:-__________________________

Q 5) Monthly average INCOME?

5000-10000 10000-20000 20000-30000


30000 & above

Q 6) how often you visit jewellery store?

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Buying behaviour of Gold

Once a month once a year

On Occasion

Q 7) You Buy jewellery from

Place Store Name

Vapi ___________________

Valsad ___________________

Surat ___________________

Bombay ___________________

Others ___________________

Q 8) do you buy jewellery from same store every time ?

Yes No

If Yes/No Why?
___________________________________________________________

Q 9 ) Rate your jewellery store from 1 to 5

where 1 is the WORST & 5 is the BEST

a) Product are worth price you pay ?

b) Purity & quality of gold ?

c) The service you get in the store ?

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Buying behaviour of Gold

d) The Number of patterns available ?

e) Proximity to market ?

f) Ambiance of Store ?

Q 10) Are You aware about tanishq showroom opened in vapi?

Yes No

Q 11) How did you come to know about Tanishq?

TV News Paper Hoardings

Pamphlets Friends/relatives Others

Q 12) Have you visited Tanishq Store?

Yes No

Q 13) Rate Tanishq On flowing Criteria Given below

Particular V.Go Good Avera Ba V.ba


od ge d d
a) Price
b) Purity & Quality of Gold
c) Service Offered
d) Patterns Available
e) Location of Store
f) Ambiance of store

Q 14) During Re-Purchase you often go to Tanishq?

Yes No

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Buying behaviour of Gold

Q 15) Would you recommend others for Buying Tanishq Products?

Yes No

Q 16) Rate tanishq on over all basis?

Particular V.Go Good Avera Ba V.ba


od ge d d
Tanishq As a Store

Thank You

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Buying behaviour of Gold

FINDINGS

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Buying behaviour of Gold

On the basis of chi-square test the relation between the


variables are significant & few are not significant.

Variables which were significant in the research & which affects


the buying behavior of gold are

a) Because of price people are not visiting Tanishq.


b) People are happy with the quality of Tanishq & they go

to Tanishq only because the purity & quality of gold.


c) The people also visit Tanishq because they provide
better services then the other retailers.
d) The pattern are also major factor because of which
people does not prefer Tanishq.
e) The people says that the location of store is not
affecting them to visit Tanishq.
f) People are not affected by the ambiance of store

From these we can conclude that people are more sencisitve


towards price , Quality & availability of pattern. If they find
these 3 things ok & they fill that this is what they wanted they
will buy from there only.

For people of vapi ambiance , proximity to market & service are


less important.

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Buying behaviour of Gold

Recommendation

&

Conclusion

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Buying behaviour of Gold

Conclusion

People are more price conscious & they feel that the price in
Tanishq are more than what the normal retailers have. They
also feel that the quality they get is much higher than the
quality what the normal retailers give. They also found that the
patterns available are lesser than what they get in the normal
retail store. They also are service oriented so they are more
attracted because of service they get. People are not affected
with the ambiance of the shop.

Recommendation

We would recommend Tanishq following things

a) The making charge is affecting their sales so they

should cut down their prices.


b) The patterns are comparative less so they should
provide more number of patterns & also should increase
their market share by bringing more innovative scheme
& loyalty programs.

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Buying behaviour of Gold

c) People are more service conscious so they can target

young business man & young professional as they are


now more in investing money in gold.
d) Gold price are increasing day by day so they should
increase their sales by selling biscuits of gold rather
than selling more of ornaments.

Bibliography

Tanishq Website

Tanishq Outlet

Marketing Research TextBook

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Buying behaviour of Gold

THANK YOU

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