CHAPTER 4 ANALYSIS OF DATA AND...

86

CHAPTER 4

ANALYSIS OF DATA AND INTERPRETATION

The data collected was analyzed and interpreted with Percentage, Mean, Standard

Deviation, Graphs, ANOVA, Factor Analysis, Correlation and Regression.

Demographics

Table 4-a: Demographic Details

Age

<25 yrs 234 59

26-35 yrs 145 36

36 - 45 yrs 21 5

Total 400 100

Qualification

Below Graduation 23 6

Under Graduate 164 40

Post Graduate 203 51

Others 10 3

Total 400 100

Occupation

Housewife 68 17

Working 261 65

Business 23 6

Others 48 12

Total 400 100

Religion

Hindu 331 83

Muslim 25 6

Christian 40 10

Others 4 1

Total 400 100

Income

Below 15000 92 23

16000 – 25000 140 35

26000 – 35000 88 22

Above 35000 80 20

Total 400 100

The Demographic data collected for the study comprised of Age, Qualification,

Occupation, Religion and Income. This served as basis to further analysis. The break

up details and the interpretation of the same is followed in the next pages.

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87

Table 4-1: Age Group

Age Group Frequency Percentage

<25 yrs 234 59

26-35 yrs 145 36

36 - 45 yrs 21 5

Total 400 100

Graph 4-1: Age Group

Interpretation:

Majority i.e., 59% of the respondents for this study were aged less than 25 years.

About 36% were aged between 26-35 years while the remaining 5% were aged

between 36-45 years.

59%

36%

5%

<25 yrs

26-35 yrs

36 - 45 yrs


88

Table 4-2: Education

Education Frequency Percentage

Below Graduation 23 6

Under Graduate 164 40

Post Graduate 203 51

Others 10 3

Total 400 100

Graph 4-2: Education

Interpretation:

Majority of the respondents were Post graduates with 51% of the sample. Under

graduates and below gradates constituted 40% and 6%, respectively, of the sample.

Others constituted the remaining 3% of the sample.

6%

40%

51%

3%

0%

10%

20%

30%

40%

50%

60%

Below Graduation Under Graduate Post Graduate Others


89

Table 4-3: Occupation

Occupation Frequency Percentage

Housewife 68 17

Working 261 65

Business 23 6

Others 48 12

Total 400 100

Graph 4-3: Occupation

Interpretation:

The vast majority i.e., 65% of the respondents were working professionals.

Housewives constituted 17% of the sample while those having business constituted

6% of the sample. Others constituted the remaining 12% of the sample.

17%

65%

6%

12%

0%

20%

40%

60%

80%

100%

Housewife Working Business Others


90

Table 4- 4: Religion

Religion Frequency Percentage

Hindu 331 83

Muslim 25 6

Christian 40 10

Others 4 1

Total 400 100

Graph 4-4: Religion

Interpretation:

The vast majority i.e., 83% of the respondents were Hindus. Christians constituted

10% of the sample while Muslims constituted 6% of the sample. Others constituted

the remaining 1% of the sample.

83%

6%

10% 1%

Hindu

Muslim

Christian

Others


91

Table 4-5: Income

Income Frequency Percentage

Below 15000 92 23

16000 – 25000 140 35

26000 – 35000 88 22

Above 35000 80 20

Total 400 100

Graph 4-5: Income

Interpretation:

Of the respondents surveyed, the largest category (constituting 35% of the sample)

had their income between Rs. 16000 to Rs. 25000. About 22% of the respondents had

their income between Rs. 26000 and Rs. 35000. Respondents earning less than Rs.

15000 and above Rs. 35000 constituted 23% and 20% of the sample respectively.

23%

35%

22% 20%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Below 15000 16000 – 25000 26000 – 35000 Above 35000


92

Table 4-6: Buying Preference of Gold Jewellery

Type of Jewellery Frequency Percentage

Branded Gold Jewellery 331 83

General Jewellery Shop (unbranded) 69 17

Total 400 100

Graph 4-6: Buying Preference of Gold Jewellery

Interpretation:

Of the surveyed respondents, the vast majority i.e., 83% stated that they have a

preference to buy branded gold jewellery. The remaining 17% had a preference to buy

unbranded gold jewellery.

This shows that majority of the customers are inclining towards branded gold

jewellery in present situation. Various reasons for preferring gold jewellery are their

love, passion, security, investment and a habit of collecting jewellery over a period of

time. Branded gold jewellery is preferred more over general jewellery shop.

83%

17%

Branded Gold Jewellery General Jewellery Shop (unbranded)


93

Table 4-7: Preference of Purchase of Branded Gold Jewellery

Purchase Source Frequency Percentage

Speciality Store 138 35

Exclusive Outlet 191 48

General Jewellers 71 17

Total 400 100

Graph 4-7: Preference of Purchase of Branded Gold Jewellery

Interpretation:

Of the respondents surveyed, the largest category constituting 48% of the respondents

stated that they buy jewellery from an exclusive outlet. Those buying it from a

speciality store constituted 35% of the sample while those buying it from general

jewellers constituted the remaining 17% of the sample.

When discussed with the respondents the main reason that emerged to choose

exclusive outlets was the service experience. Respondents felt factors like quality,

resale value, price are guaranteed or assured at these outlets.

35%

48%

17%

0%

10%

20%

30%

40%

50%

60%

Speciality Store Exclusive Outlet General Jewellers


94

Table 4-8: Frequency of purchasing Branded Gold Jewellery

Purchase Frequency Frequency Percentage

Less than Once in a year 54 14

More than Once in a year 66 16

Once in year 68 17

As needed 212 53

Total 400 100

Graph 4-8: Frequency of purchasing Branded Gold Jewellery

Interpretation:

The majority constituting 53% of the respondents stated that they buy branded gold

jewellery as and when needed. Those stating ‘once in a year’ and ‘more than once in a

year’ constituted 17% and 16% of the sample respectively. The respondents

purchasing branded gold jewellery less than once in a year constituted the remaining

14% of the sample.

Respondents purchase branded gold jewellery as per their needs. The needs can be an

occasion, investment plan, offers or schemes, festivals, etc.,

14% 16% 17%

53%

0%

10%

20%

30%

40%

50%

60%

Less than Once in a year

More than Once in a year

Once in year As needed


95

Table 4-9: Influencers on Purchase Decision of gold jewellery

Purchase Decision Frequency Percentage

Parents 203 51

Spouse 76 19

Friends 7 2

Alone 114 28

Total 400 100

Graph4-9: Influencers on Purchase Decision of gold jewellery

Interpretation:

Half the sample i.e., 51%, the purchase decision is made by the parents. While 28% of

the sample decided themselves it was 19% of sample where spouse made the purchase

decision. Very less that is only 2% of sample’s friends influenced the purchase

decision while buying gold jewellery.

Parents are involved while buying gold jewellery as it is parents who buy majority of

gold as gifts to their children during wedding. Women today are independent both in

terms of finance and decision making. So they make purchase decision all by

themselves.


96

Table 4-10: Amount spent on purchase of Gold jewellery per annum

Purchase Amount Frequency Percentage

Rs. 10000 66 16

Rs. 11000 – Rs. 50000 182 45

Rs. 50001 - 1 Lakh 102 26

Above Rs. 1 Lakh 50 13

Total 400 100

Graph 4-10: Amount spent on purchase of Gold jewellery per annum

Interpretation:

The single largest category constituting 45% of the respondents stated that their

purchase amount for jewellery is between Rs. 11000 and Rs. 50000. Those stating it

to be between Rs. 50000 and Rs. 1 lakh constituted 26% of the sample. The

respondents with a purchase amount of Rs. 10000 constituted 16% of the sample

while those with a purchase amount of more than Rs. 1 lakh constituted the remaining

13% of the sample.

Whenever a respondent wants to buy jewels the cost per gram is anywhere between

Rs2500 to Rs3000. The minimum ornaments like earring, finger ring, pendants would

cost around Rs 15000 to Rs 50000 for about 5gms to 15gms of gold and which also

includes wastage, making charges and other charges.

16%

45%

26%

13%

0% 10% 20% 30% 40% 50%

Rs. 10000

Rs. 11000 – Rs. 50000

Rs. 50001 - 1 Lakh

Above Rs. 1 Lakh


97

Cross Tabulations

Table 4-11: Age Group by Income per month

Particulars Income (Rs)

Below 15000

16000 – 25000 26000 – 35000 Above 35000

Age Group

<25 yrs 71% 71% 49% 30%

26-35 yrs 27% 25% 49% 60%

36 - 45 yrs 3% 4% 3% 10%

Total Respondents 92 140 88 80

Graph 4-11: Age Group by Income

Interpretation:

As stated in Table 4-11 above, of the respondents surveyed, the largest category

constituting 35% ie., 140 of the sample has their monthly income between Rs. 16000

to Rs. 25000. About 22% (88) of the respondents had their monthly income between

Rs. 26000 and Rs. 35000. Respondents earning less than Rs. 15000 and above Rs.

35000 constituted 23%(92) and 20%(80) each of the samples. In relation to age within

the income categories the following facts were found:

71% 71%

49%

30% 27% 25%

49%

60%

3% 4% 3%

10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Below 15000 16000-25000 26000-35000 Above 35000

<25 yrs 26-35 yrs 36-45 yrs


98

Below Rs15000: Under this, the majority (constituting 71% of the sample) were aged

less than 25 years. This was followed by respondents who were aged between 26 to

35 years and 36 to 45 years, constituting 27% and 3%, respectively, of the sample.

Rs 16000 - Rs 25000: Under this also, the majority (constituting 71% of the sample)

were aged less than 25 years. This was followed by respondents who were aged

between 26 to 35 years and 36 to 45 years, constituting 25% and 4%, respectively, of

the sample.

Rs 26000 - Rs 35000: Under this, the respondents aged less than 25 years and aged

between 26 to 35 years constituted 49% each of the sample. Those aged between 36 to

45 years constituted the remaining 3% of the sample.

Above Rs 35000: Under this, the majority (constituting 60% of the sample) were

aged between 26 and 35 years. This was followed by respondents who were aged

between less than 25 years and between 36 to 45 years, constituting 30% and 10%,

respectively, of the sample.


99

Table 4-12: Age Group by Purchase Branded Gold Jewellery

Particulars Source of purchase of Branded Gold Jewellery

Specialty Store

Exclusive Outlet

General Jewellers

Age Group

<25 yrs 64% 56% 55%

26-35 yrs 33% 38% 38%

36 - 45 yrs

3% 6% 7%

Total 138 191 71

Graph 4-12: Age Group by Purchase Branded Gold Jewellery

Interpretation:


constituting 48% (191) of the sample stated that they buy the jewellery from an

exclusive outlet. Those buying it from a speciality store constituted 35% (138) of the

sample while those buying it from general jewellers constituted the remaining 18%

(71) of the sample. In relation to age:

Speciality Stores: Under this, the majority (constituting 64% of the sample) were

aged less than 25 years. This was followed by respondents who were aged between 26

to 35 years and 36 to 45 years, constituting 33% and 3%, respectively, of the sample.

64% 56% 55%

33% 38% 38%

3% 6% 7%

0%

10%

20%

30%

40%

50%

60%

70%


<25 yrs 26-35 yrs 36 - 45 yrs


100

Exclusive Outlets: Under this, the majority (constituting 56% of the sample) were



General Jewellers: Under this, the majority (constituting 55% of the sample) were



Majority of respondents in age group less than 25 years prefer specialty store,

exclusive store and general jewellers.


101

Table 4-13: Occupation by Purchase Branded Gold Jewellery

Particulars Source of purchase of Branded Gold Jewellery?

Speciality Store

Exclusive Outlet

General Jewellers

Total

Occupation

Housewife 17% 17% 15% 17%

Working 70% 64% 59% 65%

Business 2% 7% 8% 6%

Others 10% 12% 17% 12%

Total 138 191 71 400

Graph 4-13: Occupation by Purchase Branded Gold Jewellery

Interpretation:


constituting 48%(191) of the sample stated that they buy the jewellery from an

exclusive outlet. Those buying it from a speciality store constituted 35%(138) of the

sample while those buying it from general jewellers constituted the remaining

18%(71) of the sample. In relation to occupation:

Speciality Stores: Under this, the majority (constituting 70% of the sample) were

working professionals. This was followed by housewives who constituted 17% of the

sample. Business people constituted 2% of the sample while others constituted the

remaining 10% of the sample.

17% 17% 15% 17%

70% 64%

59% 65%

2% 7% 8% 6%

10% 12% 17%

12%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Speciality Store Exclusive Outlet General Jewellers Total

Where would you like to purchase Branded Gold Jewellery?

Housewife Working Business Others


102

Exclusive Outlets: Under this, the majority (constituting 64% of the sample) were




General Jewellers: Under this, the majority (constituting 59% of the sample) were




Working women prefer specialty stores, women who are in business prefer general

jewelers. An interesting fact revealed during discussion was working women wanted

more of light weight, modern and fancy trendy jewels which was offered by specialty

stores.

Women whose occupation was business preferred general jewelers as they would get

benefit of resale or pledging facility in times of financial crisis or when money was

needed.


103

Table 4-14: Income by Purchase of Branded Gold Jewellery

Particulars Source of purchase of Branded Gold Jewellery

Speciality Store

Exclusive Outlet

General Jewellers

Income

Below 15000

20% 19% 30%

16000 to 25000

35% 37% 35%

26000 to 35000

29% 21% 13%

Above 35000

16% 23% 22%

Total 138 191 71

Graph 4-14: Income by Purchase of Branded Gold Jewellery

Interpretation:


constituting 48% (191) of the sample stated that they buy the jewellery from an

exclusive outlet. Those buying it from a speciality store constituted 35% (138) of the

20% 19%

30%

35% 37%

35%

29%

21%

13% 16%

23% 22%

0%

5%

10%

15%

20%

25%

30%

35%

40%


Below 15000 16000 to 25000 26000 to 35000 Above 35000


104


18%(71) of the sample. In relation to income levels:

Speciality Stores: Under this, the single largest category (at 35%) of the respondents

were earning between Rs. 16000 and Rs. 25000. Those earning between Rs. 26000

and Rs. 35000 and less than Rs. 15000 constituted 29% and 20%, respectively, of the

sample. Those earning above Rs. 35000 constituted the remaining 16% of the sample.

Exclusive Outlets: Under this, the single largest category (at 37%) of the respondents

were earning between Rs. 16000 and Rs. 25000. Those earning above Rs. 35000 and

between Rs. 26000 and Rs. 35000 constituted 23% and 21%, respectively, of the

sample. Those earning less than Rs. 15000 constituted the remaining 19% of the

sample.

General Jewellers: Under this, the single largest category (at 35%) of the

respondents were earning less than Rs. 15000 constituted 30% of the sample. Those

earning above Rs. 35000 and between Rs. 26000 and Rs. 35000 constituted 22% and

13%, respectively, of the sample.


105

Table 4-15: Buying Preference by Income

Particulars

Income

Below 15000

16000 to

25000

26000 to

35000

Above 35000

Buying Preference

Branded Gold Jewellery

76% 82% 88% 86%

General Jewellery Shop (unbranded)

24% 18% 12% 14%

Total 92 140 88 80

Graph 4-15: Buying Preference by Income

Interpretation:


constituting 35%(140) of the sample has their income between Rs. 16000 to Rs.

25000. About 22%(88) of the respondents had their income between Rs. 26000 and

Rs. 35000. Respondents earning less than Rs. 15000 and above Rs. 35000 constituted

23%(92) and 20%(80) respectively. In relation to buying preferences:

Below Rs. 15000: Under this, the majority (at 76%) preferred Branded Gold

Jewellery while the remaining 24% preferred unbranded gold jewellery.

76% 82%

88% 86%

24% 18%

12% 14%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Below 15000 16000 to 25000 26000 to 35000 Above 35000

Income



106

Rs. 16000 to Rs. 25000: Under this, the majority (at 82%) preferred Branded Gold


Rs. 26000 to Rs. 35000: Under this, the majority (at 88%) preferred Branded Gold


Above Rs. 35000: Under this, the majority (at 86%) preferred branded gold jewellery

while the remaining 14% preferred unbranded gold jewellery.


107

Table 4-16: Buying Preference by Religion

Particulars Religion

Hindu Muslim Christian Others Total

Buying Preference

Branded Gold Jewellery 81% 96% 88% 75% 83%


19% 4% 13% 25% 17%

Total 331 25 40 4 400

Graph 4-16: Buying Preference by Religion

Interpretation:

As stated in Table 4-16 above, the vast majority at 83% (331) of the respondents were

Hindus. Christians constituted 10%(40) of the sample while Muslims constituted

6%(25) of the sample. Others constituted the remaining 1%(4) of the sample. In

relation to buying preferences:

Hindus: Under this, the majority (at 81%) preferred branded gold jewellery while the

remaining 19% preferred unbranded gold jewellery.

Muslims: Under this, the majority (at 96%) preferred branded gold jewellery while

the remaining 4% preferred unbranded gold jewellery.

81%

96% 88%

75% 83%

19%

4% 13%

25% 17%

0%

20%

40%

60%

80%

100%

120%


Religion



108

Christians: Under this, the majority (at 88%) preferred branded gold jewellery while

the remaining 13% preferred unbranded gold jewellery.

Others: Under this, the majority (at 75%) preferred branded gold jewellery while the

remaining 25% preferred unbranded gold jewellery.


109

Table 4-17: Buying Preference by Purchase of Branded Jewellery

Particulars

Source of purchase of Branded Gold Jewellery

Speciality Store

Exclusive Outlet

General Jewellers

Buying Preference

Branded Gold Jewellery 91% 91% 44%


9% 9% 56%

Total 138 191 71

Graph 4-17: Buying Preference by Purchase of Branded Jewellery

Interpretation:


constituting 48%(191) of the sample stated that they buy the jewellery from an

exclusive outlet. Those buying it from a speciality store constituted 35%(138) of the


18%(71) of the sample. In relation to buying preferences:

Speciality Stores: Under this, the majority (at 91%) preferred branded gold jewellery

while the remaining 9% preferred unbranded gold jewellery.

Exclusive Outlets: Under this, the majority (at 91%) preferred branded gold

jewellery while the remaining 9% preferred unbranded gold jewellery.

91% 91%

44%

9% 9%

56%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%




110

General Jewellers: Under this, the majority (at 44%) preferred unbranded gold

jewellery while the remaining 44% preferred branded gold jewellery.

When it comes to buying Branded Gold Jewellery majority of respondents preferred

to buy it from specialty stores and exclusive outlets.


111

Table 4-18: Purchase of Gold Jewellery by Income

Particulars Income

Below 15000

16000 – 25000

26000 – 35000

Above 35000

Purchase From

Specialty Store

33% 34% 45% 27%

Exclusive Outlet

43% 70% 45% 55%

General Jewellers

24% 23% 10% 18%

Total 92 140 88 80

Graph 4-18: Purchase of Gold Jewellery by Income

Interpretation:





23%(92) and 20%(80)of the sample respectively. In relation to purchasing point of

gold jewellery:

33% 34%

45%

27%

43%

70%

45%

55%

24% 23%

10%

18%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Below 15000 16000 – 25000 26000 – 35000 Above 35000



112

Below Rs. 15000: Under this, the single largest category (at 43%) purchased gold

jewellery from exclusive outlets. This was followed by those purchasing it from

speciality stores and general jewellers (constituting 33% and 24%, respectively) of the

sample.

Rs. 16000 to Rs. 25000: Under this, 50% of the respondents purchased gold jewellery

from exclusive outlets. This was followed by those purchasing it from speciality

stores and general jewellers (constituting 34% and 17%, respectively) of the sample.

Rs. 26000 to Rs. 35000: Under this, 45% each of the respondents purchased gold

jewellery from speciality stores and exclusive outlets. Those buying it from general

jewllers constituted the remaining 10% of the sample.

Above Rs. 35000: Under this, the majority (at 55%) purchased gold jewellery from

exclusive outlets. This was followed by those purchasing it from speciality stores and

general jewellers (constituting 27% and 18%, respectively) of the sample.


113

Table 4-19: Purchase of Gold Jewellery by Religion

Particulars Religion


Purchase From

Speciality Store

34% 52% 35% 0% 35%

Exclusive Outlet

48% 44% 48% 75% 48%

General Jewellers

19% 4% 18% 25% 18%

Total 331 25 40 4 400

Graph 4-19: Purchase of Gold Jewellery by Religion

Interpretation:

As stated in Table 4-19 above, the vast majority (at 83%) of the respondents were

Hindus. Christians constituted 10% of the sample while Muslims constituted 6% of

the sample. Others constituted the remaining 1% of the sample. In relation to

purchasing point of gold jewellery:

Hindus: Under this, the single largest category (at 48%) purchased gold jewellery



34%

52%

35%

0%

35%

48% 44%

48%

75%

48%

19%

4%

18%

25%

18%

0%

10%

20%

30%

40%

50%

60%

70%

80%


Religion



114

Muslims: Under this, the majority (at 52%) purchased gold jewellery from speciality

stores. This was followed by those purchasing it from exclusive outlets and general

jewellers (constituting 44% and 4%, respectively) of the sample.

Christians: Under this, the single largest category (at 48%) purchased gold jewellery



Others: Under this, the majority (at 75%) purchased gold jewellery from exclusive

outlets. The remaining 25% purchase it from general jewellers.


115

Table 4-20: Frequency of Branded Gold Jewellery Purchase by Income

Particulars

Income

Below 15000

16000 to

25000

26000 to

35000

Above 35000

Frequency of

Branded Gold

Jewlery Purchase

Less than Once in a year

13% 11% 14% 15%

More than Once in a year

15% 17% 21% 12%

Once in year 17% 19% 18% 18%

As needed 55% 53% 48% 55%

Total 92 140 88 80

Graph 4-20: Frequency of Branded Gold Jewellery Purchase by Income

Interpretation:





13% 11% 14%

15% 15% 17% 21%

12%

17% 19%

18% 18%

55% 53% 48%

55%

0%

10%

20%

30%

40%

50%

60%

Below 15000 16000 to 25000 26000 to 35000 Above 35000

Income

Less than Once in a year More than Once in a year

Once in year As needed


116

23%(92) and 20%(80)of the sample respectively. In relation to frequency of branded

gold jewellers purchase:

Below Rs. 15,000: Under this, the majority (at 55%) purchased gold jewellery as

needed. While 17% purchased once in a year, 15% purchased more than once in a

year. Those who purchased branded gold jewellery less than once in a year constituted


Rs. 16,000 to Rs. 25000: Under this, the majority (at 53%) purchased gold jewellery

as needed. While 19% purchased once in a year, 17% purchased more than once in a

year. Those who purchased branded gold jewellery less than once in a year constituted


Rs. 26,000 to Rs. 35000: Under this, the single largest category (at 48%) purchased

gold jewellery as needed. While 21% purchased more than once in a year, 18%

purchased once in a year. Those who purchased branded gold jewellery less than once

in a year constituted the remaining 14% of the sample.

More than Rs. 35000: Under this, the majority (at 55%) purchased gold jewellery as

needed. While 18% purchased once in a year, 15% purchased less than once in a year.

Those who purchased branded gold jewellery more than once in a year constituted the



117

Table 4-21: Amount spent on purchase of Branded Gold Jewellery per annum by Income

Particulars

Income

Below 15000

16000 To

25000

26000 To

35000

Above 35000

Amount spent on purchase

of Branded

Gold Jewellery

per annum

Rs. 10000

20% 15% 11% 14%

Rs 11000 to Rs 50000

52% 45% 49% 41%

Rs 50001 to 1 Lakh

23% 29% 24% 22%

Above Rs 1 Lakh

5% 11% 16% 23%

Total 92 140 88 80

Graph 4-21: Amount spent on purchase of Branded Gold Jewellery per annum by Income

Interpretation:

As stated in Table 4-21, above, of the respondents surveyed, the largest category



20%

15% 11%

14%

52%

45% 49%

41%

23%

29%

24% 22%

5%

11%

16%

23%

0%

10%

20%

30%

40%

50%

60%

Below 15000 16000 to 25000 25000 to 35000 Above 35000

Rs. 10000 Rs 11000 to Rs 50000 Rs 50001 to 1 Lakh Above Rs 1 Lakh


118


23%(92) and 20%(80)of the sample respectively. In relation to amount spent on

purchase of branded gold jewellery per annum:

Below Rs. 15000: The majority (at 52%) of the respondents spend between Rs. 11000

and Rs. 50000 per annum on branded gold jewellery. Those spending between Rs.

50001 and Rs. 1 lakh and those spending Rs. 10000 constituted 23% and 20%,

respectively, of the sample. The respondents spending above Rs. 1 lakh on branded

gold jewellery per annum constituted the remaining 5% of the sample.

Rs. 16000 to Rs. 25000: The single largest category (at 45%) of the respondents

spend between Rs. 11000 and Rs. 50000 per annum on branded gold jewellery. Those

spending between Rs. 50001 and Rs. 1 lakh and those spending Rs. 10000 constituted

29% and 15%, respectively, of the sample. The respondents spending above Rs. 1

lakh on branded gold jewellery per annum constituted the remaining 11% of the

sample.

Rs. 26000 to Rs. 35000: The single largest category (at 49%) of the respondents

spend between Rs. 11000 and Rs. 50000 per annum on branded gold jewellery. Those

spending between Rs. 50001 and Rs. 1 lakh and those spending more than Rs. 1 lakh

constituted 24% and 16%, respectively, of the sample. The respondents spending Rs.

10000 on branded gold jewellery per annum constituted the remaining 11% of the

sample.

Above Rs. 35000: The single largest category (at 41%) of the respondents spend

between Rs. 11000 and Rs. 50000 per annum on branded gold jewellery. Those

spending above Rs. 1 lakh and those spending between Rs. 50001 and Rs. 1 lakh

constituted 23% and 22%, respectively, of the sample. The respondents spending Rs.

10000 on branded gold jewellery per annum constituted the remaining 14% of the

sample.


119

Table 4-22: Amount spent on purchase of Branded Gold Jewellery per annum by Purchase

Brand Jewellery

Particulars


Speciality Store

Exclusive Outlet

General Jewellers

Amount spent on purchase

of Branded

Gold Jewellery

per annum

Rs. 10000

10% 15% 34%

Rs 11000 – Rs 50000

50% 42% 45%

Rs 50001 - 1 Lakh

28% 27% 15%

Above Rs 1 Lakh

12% 16% 6%

Total 138 191 71

Graph 4-22: Amount spent on purchase of Branded Gold Jewellery per annum by Purchase

Brand Jewellery

Interpretation:

As stated in Table 4-22, of the respondents surveyed, the largest category constituting

48%(191) of the sample stated that they buy the jewellery from an exclusive outlet.

Those buying it from a speciality store constituted 35%(138) of the sample while

those buying it from general jewellers constituted the remaining 18%(71) of the

sample. In relation to amount spent on purchase of branded gold jewellery per annum:

10%

15%

34%

50%

42% 45%

28% 27%

15% 12%

16%

6%

0%

10%

20%

30%

40%

50%

60%


Rs. 10000 Rs 11000 – Rs 50000 Rs 50001 - 1 Lakh Above Rs 1 Lakh


120

Speciality Stores: Half of the respondents spend between Rs. 11000 and Rs. 50000

per annum on branded gold jewellery. Those spending between Rs. 50001 and Rs.1

lakh and those spending above Rs. 1 lakh constituted 28% and 12%, respectively, of

the sample. The respondents spending Rs. 10000 on branded gold jewellery per

annum constituted the remaining 10% of the sample.

Exclusive Outlets: The single largest category (at 42%) of the respondents spend

between Rs. 11000 and Rs. 50000 per annum. Those spending between Rs. 50001 and

Rs. 1 lakh and those spending above Rs. 1 lakh constituted 27% and 16%,

respectively, of the sample. Those spending Rs. 10000 constituted 15% of the sample.

General Jewellers: The single largest category (at 45%) of the respondents spend

between Rs. 11000 and Rs. 50000 per annum on branded gold jewellery. Those

spending Rs. 10000 and between Rs. 50000 and Rs. 1 lakh constituted 34% and 15%,

respectively, of the sample. The respondents spending above Rs. l lakh on branded

gold jewellery per annum constituted the remaining 6% of the sample.


121

Table 4-23: Awareness of Branded Jewellery by Purchase of Branded Jewellery

Particulars


Speciality Store

Exclusive Outlet

General Jewellers

Awareness of Branded Jewellery

Tanishq 95% 92% 92%

C Krishnaiah Chetty 31% 46% 44%

Abarana 33% 41% 62%

Graph 4-23: Awareness of Branded Jewellery by Purchase of Branded Jewellery

Interpretation:

For respondents purchasing jewellery from speciality stores, awareness about

Tanishq was highest (at 95%). The awareness levels of Abarna and C

Krishnaiah Chetty were found to be 33% and 31%, respectively.

For respondents purchasing jewellery from exclusive outlets, awareness about

Tanishq was highest (at 92%). The awareness levels of C Krishnaiah Chetty

and Abarna were found to be 46% and 41%, respectively.

95% 92% 92%

31%

46% 44%

33% 41%

62%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Tanishq C Krishnaiah Chetty Abarana


122

For respondents purchasing jewellery from general jewellers, awareness about

Tanishq was highest (at 92%). The awareness levels of Abarna and C

Krishnaiah Chetty were found to be 62% and 44%, respectively.


123

Table 4-24: Observation of advertisement on various media

Particulars Count

Magazines 187

Mailers 35

Newspaper 275

Radio 88

TV 350

Telephone 30

Table 4-24: Observation of advertisement on various media

Interpretation:

The largest category constituting 350 of the sample of the respondents stated that they

get more information on television about branded gold jewellery. Those stating

newspapers and magazines for this constituted 275 and 187 of the sample. The

respondents stating that they get more information on radio about branded gold

jewellery constituted 88 of the sample while those selecting mailers and telephone for

this constituted 35 and 30, respectively of the sample.

187

35

275

88

350

30

0 50 100 150 200 250 300 350 400

Magazines

Mailers

Newspaper

Radio

TV

Telephone


124

Table 4-25: Reason for Selecting Branded Gold Jewellery

Particulars Count

Design 285

Choice 118

Brand Image 72

Guarantee on Gold Content 151

Assurance on Gold Quality 194

Graph 4-25: Reason for Selecting Branded Gold Jewellery

Interpretation:

Design was the reason stated by maximum at 285 respondents for selecting branded

gold jewellery. Those selecting assurance on gold quantity and guarantee of gold

content constituted 194 and 151, respectively, of the sample. The respondents who

stated choice and brand image as the reasons for selecting branded gold jewellery

constituted 118 and 72, respectively, of the sample.

285

118

72

151

194

0 50 100 150 200 250 300

Design

Choice

Brand Image

Guarantee on Gold Content

Assurance on Gold Quality


125

Table 4-26: Ornament Purchased Most

Ornaments Count

Neck Ornaments 186

Ear Rings 287

Finger Rings 191

Full Set 102

Bangles 129

Graph 4-26: Ornament Purchased Most

Interpretation:

The respondents stating that they purchase ear rings most constituted 287 of the

sample while those quoting finger rings and neck ornaments constituted 191 and 186,

respectively, of the sample. The respondents stating bangles and full set as their

preferred choice of purchase constituted 129 and 102, respectively, of the sample.

When discussed with respondents they revealed that earrings and finger rings would

require lesser investment and women prefer to match it with their make-up.

186

287

191

102

129

0 50 100 150 200 250 300 350

Neck Ornaments

Ear Rings

Finger Rings

Full Set

Bangles


126

Table 4-27: Awareness of Branded Jewellery

Brand Awareness Count

Tanishq 317

Abarana 141

C Krishnaiah Chetty 139

Graph 4-27: Awareness of Branded Jewellery

Interpretation:

On an overall basis, Tanishq was found to be the most aware brand for gold jewellery

with 317 respondents. The awareness levels of Abarna and C Krishnaiah Chetty were

second and third with 141 and 139 respondents.

317

141

139

0 50 100 150 200 250 300 350

Tanishq

Abarana

C Krishnaiah Chetty


127

Table 4-28: Source of Outlets for gold purchase

Outlets Count

Tanishq 191

Bhima 151

Davanam 62

C Krishnaiah Chetty 42

Abarana 28

Malabar Gold 14

GRT 8

Kalyan 8

Shubh 6

Laxmi Gold Palace 5

Graph 4-28: Source of Outlets for gold purchase

Interpretation:

Tanisq and Bhima jewellers topped the source of branded outlets to be shopped by

respondents with 191 and 151 respondents opting the same.

191

151

62

42

28

14

8

8

6

5

0 50 100 150 200 250

Tanishq

Bhima

Davanam

C Krishnaiah Chetty

Abarana

Malabar Gold

GRT

Kalyan

Shubh

Laxmi Gold Palace


128

Table 4-29: Most preferred branded gold jewellery outlet

Brand Preferred Count

Tanishq 151

Bhima 110

C Krishnaiah Chetty

38

Davanam 37

Abarana 25

Malabar Gold 11

Kalyan 7

GRT 6

Shubh 5

Joy Allukas 3

Graph 4-29: Most preferred branded gold jewellery outlet

Interpretation:

Tanisq and Bhima jewellers topped the most preferred branded outlets to purchase

branded gold jewellery by respondents with 191 and 151 respondents opting the same.

37 and 38 respondents preferred Davanam and Krishnaiah Chetty respectively

followed by Abarana with 25 respondents. Others outlets were preferred in less

numbers.

151

110

38

37

25

11

7

6

5

3

0 20 40 60 80 100 120 140 160

Tanishq

Bhima

C Krishnaiah Chetty

Davanam

Abarana

Malabar Gold

Kalyan

GRT

Shubh

Joy Allukas


129

Table 4-30: Deciders of purchase of gold jewellery

Deciders Count Percentage

Parents Deciding 240 60

Spouse Deciding 80 20

Friends Deciding 44 11

Alone Deciding 36 9

Total 400 100

Graph 4-30: Deciders of purchase of gold jewellery

Interpretation:

In majority (constituting 72% of the sample), the purchase decision is made by the

parents. The cases in which decision to purchase jewellery is made by the

respondents’ spouses constituted 32% of the sample while the cases in which

respondents' friends made the decision constituted 16% of the sample. The cases in

which respondents themselves made the purchase decision constituted the 12% of the

sample.

The reason of parents accompanying for purchase of gold jewellery is because

decisions are mostly made by parents as they gift to their daughters as ‘streedan’.

60%

20%

11%

9%

0% 10% 20% 30% 40% 50% 60% 70%

Parents Deciding

Spouse Deciding

Friends Deciding

Alone Deciding


130

ANOVA

Objective: To know significant differences in various value dimensions across age

levels.

Ho: The perception of various value dimensions is same across the age levels of

respondents.

HA: The perception of various value dimensions differs across the age levels of

respondents.

Table 4-31: Perceptions of Value Dimensions across Age Group

Value Dimensions Age N Mean Std.

Deviation F Sig.

Price influences purchasing decision of Branded Gold jewellery

<25 yrs 234 4.04 0.99

1.55 0.21 26-35 yrs 145 3.86 1.15

36 - 45 yrs 21 3.81 1.25

Total 400 3.96 1.07

Buy-back assurance Should be there from the

outlet while buying Branded Gold jewellery

<25 yrs 234 4.17 0.89

0.52 0.60 26-35 yrs 145 4.15 1.02

36 - 45 yrs 21 3.95 0.97

Total 400 4.15 0.94

Resale value is assured in Branded Gold jewellery

<25 yrs 234 4.09 0.85

4.25 0.01* 26-35 yrs 145 3.83 1.10

36 - 45 yrs 21 3.71 1.19

Total 400 3.98 0.97

Wearing Branded Gold jewellery during

functions enhances your status

<25 yrs 234 3.59 1.10

0.70 0.50 26-35 yrs 145 3.73 1.17

36 - 45 yrs 21 3.67 1.20

Total 400 3.65 1.13

While purchasing branded gold jewellery I

surely check for karat content

<25 yrs 234 4.29 0.91

0.13 0.88 26-35 yrs 145 4.25 0.91

36 - 45 yrs 21 4.24 0.77

Total 400 4.28 0.90

I feel distinct among friends when I wear

Branded Gold jewellery

<25 yrs 234 3.40 1.16

0.12 0.89 26-35 yrs 145 3.46 1.26

36 - 45 yrs 21 3.48 1.25

Total 400 3.43 1.20

Content Assurance [ BIS

916] is reliable in Branded Gold jewellery

<25 yrs 234 4.10 0.89

0.55 0.58 26-35 yrs 145 4.02 0.91

36 - 45 yrs 21 4.19 0.68

Total 400 4.08 0.89


131

Branded Gold jewellery can be passed from one

generation to other generation

<25 yrs 234 3.97 1.00

3.88 0.06 26-35 yrs 145 3.88 1.15

36 - 45 yrs 21 3.29 1.42

Total 400 3.90 1.09

Branded Gold jewellery assures the weight and value of components [ stones, pearls, gems

etc.,]

<25 yrs 234 4.03 0.94

1.42 0.24 26-35 yrs 145 3.99 0.92

36 - 45 yrs 21 3.67 1.20

Total 400 3.99 0.95

Wearing Branded Gold Jewellery gives you higher satisfaction

<25 yrs 234 3.70 1.00

1.14 0.32 26-35 yrs 145 3.81 1.13

36 - 45 yrs 21 3.48 1.25

Total 400 3.73 1.06

I Prefer to possess more Branded Gold jewellery

than unbranded

<25 yrs 234 3.66 1.10

5.10 0.01* 26-35 yrs 145 3.68 1.17

36 - 45 yrs 21 2.86 1.24

Total 400 3.63 1.15

Type of Branded Gold Jewellery signifies the

Social status of the person wearing it.

<25 yrs 234 3.51 1.11

1.16 0.32 26-35 yrs 145 3.54 1.17

36 - 45 yrs 21 3.14 1.24

Total 400 3.51 1.14

Branded Gold Jewellery makes you more

fashionable or modern

<25 yrs 234 3.64 1.11

1.30 0.27 26-35 yrs 145 3.70 1.08

36 - 45 yrs 21 3.29 1.23

Total 400 3.64 1.11

Quality oriented value

<25 yrs 234 4.11 0.59

2.15 0.12 26-35 yrs 145 4.02 0.74

36 - 45 yrs 21 3.84 0.69

Total 400 4.06 0.66

Social Status

<25 yrs 234 3.54 0.91

0.56 0.57 26-35 yrs 145 3.60 0.99

36 - 45 yrs 21 3.39 1.02

Total 400 3.55 0.94

Branded Gold Jewellery Decision Making

<25 yrs 234 3.80 0.73

2.75 0.07 26-35 yrs 145 3.79 0.86

36 - 45 yrs 21 3.38 0.87

Total 400 3.77 0.79 *: Significant at 5% level

An analysis of the above table brings out that

Price influences purchasing decision of Branded Gold jewellery: The

respondents aged less than 25 years gave this value dimension a mean score of


132

4.04 while those aged between 26 and 35 years gave a mean score of 3.86. The

respondents in the age group of 36 to 45 years gave this value dimension a mean

score of 3.81. The ANOVA output shows that the F value is 1.55 and significance

is 0.21. Since the significance value is more than 0.05, the mean differences

across the various age levels for this value dimension are not significant at 5%

level. Hence null hypothesis is accepted.

Buy-back assurance should be there from the outlet while buying Branded

Gold jewellery: The respondents aged less than 25 years gave this value

dimension a mean score of 4.17 while those aged between 26 and 35 years gave a

mean score of 4.15. The respondents in the age group of 36 to 45 years gave this

value dimension a mean score of 3.95. The ANOVA output shows that the F value

is 0.52 and significance is 0.60. Since the significance value is more than 0.05, the

mean differences across the various age levels for this value dimension are not

significant at 5% level. Hence null hypothesis is accepted.

Resale value is assured in Branded Gold jewellery: The respondents aged less

than 25 years gave this value dimension a mean score of 4.09 while those aged

between 26 and 35 years gave a mean score of 3.83. The respondents in the age

group of 36 to 45 years gave this value dimension a mean score of 3.71. The

ANOVA output shows that the F value is 4.25 and significance is 0.01. Since the

significance value is less than 0.05, the mean differences across the various age

levels for this value dimension are significant at 5% level. Hence null hypothesis

is rejected and alternate hypothesis is accepted.

Wearing Branded Gold jewellery during functions enhances your status: The









133

While purchasing branded gold jewellery I surely check for karat content:

The respondents aged less than 25 years gave this value dimension a mean score

of 4.29 while those aged between 26 and 35 years gave a mean score of 4.25. The






I feel distinct among friends when I wear Branded Gold jewellery: The








Content Assurance [ BIS 916] is reliable in Branded Gold jewellery: The








Branded Gold jewellery can be passed from one generation to other

generation: The respondents aged less than 25 years gave this value dimension a

mean score of 3.97 while those aged between 26 and 35 years gave a mean score

of 3.88. The respondents in the age group of 36 to 45 years gave this value

dimension a mean score of 3.29. The ANOVA output shows that the F value is

3.88 and significance is 0.06. Since the significance value is more than 0.05, the


134



Branded Gold jewellery assures the weight and value of components [stones,

pearls, gems etc.,]: The respondents aged less than 25 years gave this value







Wearing Branded Gold Jewellery gives you higher satisfaction: The








I prefer to possess more Branded Gold jewellery than unbranded: The





is 0.01. Since the significance value is less than 0.05, the mean differences across

the various age levels for this value dimension are significant at 5% level. Hence

null hypothesis is rejected and alternate hypothesis is accepted.

Type of Branded Gold Jewellery signifies the Social status of the person

wearing it: The respondents aged less than 25 years gave this value dimension a

mean score of 3.51 while those aged between 26 and 35 years gave a mean score

of 3.54. The respondents in the age group of 36 to 45 years gave this value


135

dimension a mean score of 3.14. The ANOVA output shows that the F value is




Branded Gold Jewellery makes you more fashionable or modern: The








Quality oriented value: The respondents aged less than 25 years gave this value







Quality oriented value: The respondents aged less than 25 years gave this value







Branded Gold Jewellery Decision Making: The respondents aged less than 25

years gave this value dimension a mean score of 3.80 while those aged between

26 and 35 years gave a mean score of 3.79. The respondents in the age group of

36 to 45 years gave this value dimension a mean score of 3.38. The ANOVA


136

output shows that the F value is 2.75 and significance is 0.07. Since the

significance value is more than 0.05, the mean differences across the various age

levels for this value dimension are not significant at 5% level. Hence null

hypothesis is accepted.

There is a difference between age groups only in two value dimensions i.e.,

Assurance of resale value and preference of possession of Branded Gold Jewellery


137

Objective: To know significant differences in various value dimensions across

education levels.

Ho: The perception of various value dimensions is same across the education levels

of respondents.

HA: The perception of various value dimensions differs across the education levels of

respondents.

Table 4-32: Perceptions of Value Dimensions across Education

N Mean

Std. Deviation

F Sig.

Price influences purchasing decision

of Branded Gold jewellery

Below Graduation 23 4.26 0.75

0.92 0.43

Under Graduate 164 3.89 1.14

Post Graduate 203 3.98 1.05

Others 10 4.10 0.88

Total 400 3.96 1.07

Buy-back assurance Should be there from

the outlet while buying Branded Gold

jewellery


0.86 0.46



Others 10 4.00 0.94

Total 400 4.15 0.94

Resale value is assured in Branded

Gold jewellery


0.49 0.69



Others 10 4.20 0.42

Total 400 3.98 0.97

Wearing Branded Gold jewellery during functions enhances

your status


1.43 0.23



Others 10 4.00 0.94

Total 400 3.65 1.13

While purchasing branded gold

jewellery I surely check for karat

content


0.32 0.81



Others 10 4.30 0.67

Total 400 4.28 0.90




1.54 0.20



Others 10 3.70 1.42

Total 400 3.43 1.20


138

Content Assurance [ BIS 916] is reliable in



0.33 0.81



Others 10 3.90 0.99

Total 400 4.08 0.89




0.12 0.95



Others 10 3.80 1.14

Total 400 3.90 1.09

Branded Gold jewellery assures the weight and value of

components [ stones, pearls, gems etc.,]


0.89 0.45



Others 10 3.90 0.88

Total 400 3.99 0.95

Wearing Branded Gold Jewellery gives

you higher satisfaction


0.96 0.41



Others 10 3.60 1.17

Total 400 3.73 1.06

I Prefer to possess more Branded Gold

jewellery than unbranded


0.25 0.86



Others 10 3.50 1.43

Total 400 3.63 1.15




0.07 0.98



Others 10 3.50 1.18

Total 400 3.51 1.14

Branded Gold Jewellery makes you more fashionable or

modern


0.34 0.79



Others 10 3.80 1.23

Total 400 3.64 1.11



0.52 0.67



Others 10 4.02 0.61

Total 400 4.06 0.66

Social Status


0.95 0.42



Others 10 3.75 0.99

Total 400 3.55 0.94


139

Branded Gold Jewellery Decision

Making


0.78 0.50



Others 10 3.73 0.80


An analysis of the above table brings out that:

Price influences purchasing decision of Branded Gold jewellery: The

respondents with education of below graduation gave this value dimension a mean

score of 4.26. Undergraduates and Post graduates gave this value dimension mean

scores of 3.89 and 3.98, respectively. The respondents with other education levels

gave this value dimension a mean score of 4.10. The ANOVA output shows that

F-value is 0.92 and significance is 0.43. Since the significance value is more than

0.05, the mean differences across the various education levels for this value

dimension are not significant at 5% level. Hence null hypothesis is accepted.


Gold jewellery: The respondents with education of below graduation gave this

value dimension a mean score of 4.35. Undergraduates and Post graduates gave

this value dimension mean scores of 4.21 and 4.09, respectively. The respondents

with other education levels gave this value dimension a mean score of 4.00. The

ANOVA output shows that F-value is 0.86 and significance is 0.46. Since the

significance value is more than 0.05, the mean differences across the various

education levels for this value dimension are not significant at 5% level. Hence

null hypothesis is accepted.

Resale value is assured in Branded Gold jewellery: The respondents with

education of below graduation gave this value dimension a mean score of 4.14.

Undergraduates and Post graduates gave this value dimension mean scores of 3.93

and 3.99, respectively. The respondents with other education levels gave this

value dimension a mean score of 4.20. The ANOVA output shows that F-value is



140

mean differences across the various education levels for this value dimension are

not significant at 5% level. Hence null hypothesis is accepted.










The respondents with education of below graduation gave this value dimension a

mean score of 4.35. Undergraduates and Post graduates gave this value dimension

mean scores of 4.32 and 4.23, respectively. The respondents with other education

levels gave this value dimension a mean score of 4.30. The ANOVA output shows

that F-value is 0.32 and significance is 0.81. Since the significance value is more

than 0.05, the mean differences across the various education levels for this value


I feel distinct among friends when I wear Branded Gold jewellery: The








Content Assurance [ BIS 916] is reliable in Branded Gold jewellery: The





141






generation: The respondents with education of below graduation gave this value

dimension a mean score of 4.00. Undergraduates and Post graduates gave this

value dimension mean scores of 3.88 and 3.91, respectively. The respondents with

other education levels gave this value dimension a mean score of 3.80. The





Branded Gold jewellery assures the weight and value of components [ stones,

pearls, gems etc.,]: The respondents with education of below graduation gave this








Wearing Branded Gold Jewellery gives you higher satisfaction: The



scores of 3.71 each. The respondents with other education levels gave this value

dimension a mean score of 3.60. The ANOVA output shows that F-value is 0.96

and significance is 0.41. Since the significance value is more than 0.05, the mean

differences across the various education levels for this value dimension are not



142

I prefer to possess more Branded Gold jewellery than unbranded: The









wearing it: The respondents with education of below graduation gave this value

dimension a mean score of 3.61. Undergraduates and Post graduates gave this

value dimension mean scores of 3.51 and 3.49, respectively. The respondents with

other education levels gave this value dimension a mean score of 3.50. The













Quality oriented value: The respondents with education of below graduation

gave this value dimension a mean score of 4.21. Undergraduates and Post

graduates gave this value dimension mean scores of 4.07 and 4.04, respectively.

The respondents with other education levels gave this value dimension a mean

score of 4.02. The ANOVA output shows that F-value is 0.52 and significance is


143

0.67. Since the significance value is more than 0.05, the mean differences across

the various education levels for this value dimension are not significant at 5%


Social Status: The respondents with education of below graduation gave this








Branded Gold Jewellery Decision Making: The respondents with education of

below graduation gave this value dimension a mean score of 3.99. Undergraduates

and Post graduates gave this value dimension mean scores of 3.73 and 3.79,

respectively. The respondents with other education levels gave this value

dimension a mean score of 3.73. The ANOVA output shows that F-value is 0.78


differences across the various education levels for this value dimension are not


Hence we can conclude that the perception of value dimensions across education

level has no impact on buying branded gold jewellery.


144


occupations.

Ho: The perception of various value dimensions is same across the occupations of

respondents.

HA: The perception of various value dimensions differs across the occupations of

respondents.

Table 4-33: Perceptions of Value Dimensions across Occupation

N Mean

Std. Deviation

F Sig.

Price influences purchasing decision of

Branded Gold

jewellery

Housewife 68 4.12 1.03

0.90 0.44

Working 261 3.91 1.07

Business 23 4.13 1.01

Others 48 3.94 1.14

Total 400 3.96 1.07

Buy-back assurance Should be there from the outlet

while buying Branded

Gold jewellery


0.27 0.85

Working 261 4.17 0.99

Business 23 4.26 0.81

Others 48 4.10 0.78

Total 400 4.15 0.94

Resale value is assured in

Branded Gold

jewellery


0.14 0.94

Working 261 4.00 0.94

Business 23 3.91 1.04

Others 48 3.94 1.00

Total 400 3.98 0.97

Wearing Branded

Gold jewellery

during functions enhances

your status


3.50 0.02*

Working 261 3.57 1.13

Business 23 3.87 1.06

Others 48 3.44 1.20

Total 400 3.65 1.13


145

While purchasing

branded gold

jewellery I surely check

for karat content


0.73 0.54

Working 261 4.31 0.91

Business 23 4.22 0.90

Others 48 4.10 0.93

Total 400 4.28 0.90

I feel distinct among friends

when I wear Branded

Gold jewellery


4.76 0.00*

Working 261 3.37 1.17

Business 23 3.39 1.12

Others 48 3.10 1.26

Total 400 3.43 1.20

Content Assurance [ BIS 916] is reliable in Branded

Gold jewellery


1.39 0.24

Working 261 4.07 0.89

Business 23 4.35 0.83

Others 48 3.92 0.99

Total 400 4.08 0.89

Branded Gold

jewellery can be

passed from one

generation to other

generation


1.26 0.29

Working 261 3.90 1.10

Business 23 4.22 0.80

Others 48 3.98 0.93

Total 400 3.90 1.09

Branded Gold

jewellery assures the weight and

value of components

[ stones, pearls, gems

etc.,]


0.86 0.46

Working 261 3.97 0.96

Business 23 4.30 0.56

Others 48 3.98 0.84

Total 400 3.99 0.95

Wearing Branded

Gold Jewellery gives you

higher satisfaction


1.01 0.39

Working 261 3.66 1.07

Business 23 3.87 1.06

Others 48 3.79 1.01

Total 400 3.73 1.06


146

I Prefer to

possess more

Branded Gold

jewellery than

unbranded


1.03 0.38

Working 261 3.63 1.14

Business 23 4.00 0.85

Others 48 3.56 1.24

Total 400 3.63 1.15

Type of Branded

Gold Jewellery

signifies the Social status

of the person

wearing it.


1.29 0.28

Working 261 3.44 1.16

Business 23 3.48 1.04

Others 48 3.56 1.11

Total 400 3.51 1.14

Branded Gold

Jewellery makes you

more fashionable or modern


0.86 0.46

Working 261 3.61 1.13

Business 23 3.43 1.20

Others 48 3.79 0.99

Total 400 3.64 1.11

Quality oriented

value


0.57 0.64

Working 261 4.07 0.65

Business 23 4.21 0.47

Others 48 4.00 0.60

Total 400 4.06 0.66

Social Status


2.61 0.05

Working 261 3.49 0.94

Business 23 3.54 0.86

Others 48 3.47 0.94

Total 400 3.55 0.94

Branded Gold

Jewellery Decision Making


0.99 0.40

Working 261 3.74 0.78

Business 23 4.00 0.68

Others 48 3.76 0.78



Price influences purchasing decision of Branded Gold jewellery: Housewives

gave this value dimension a mean score of 4.12 while working professionals gave

a mean score of 3.91. Business people gave this value dimension a mean score of


147

4.13 while respondents in other occupations gave a mean score of 3.94. The



occupations for this value dimension are not significant at 5% level. Hence null



Gold jewellery: Housewives gave this value dimension a mean score of 4.09

while working professionals gave a mean score of 4.17. Business people gave this

value dimension a mean score of 4.26 while respondents in other occupations

gave a mean score of 4.10. The ANOVA output shows that F-value is 0.27 and

significance is 0.85. Since the significance value is more than 0.05, the mean

differences across the various occupations for this value dimension are not


Resale value is assured in Branded Gold jewellery: Housewives gave this value

dimension a mean score of 3.94 while working professionals gave a mean score of

4.00. Business people gave this value dimension a mean score of 3.91 while

respondents in other occupations gave a mean score of 3.94. The ANOVA output

shows that F-value is 0.14 and significance is 0.94. Since the significance value is

more than 0.05, the mean differences across the various occupations for this value


Wearing Branded Gold jewellery during functions enhances your status:

Housewives gave this value dimension a mean score of 4.00 while working

professionals gave a mean score of 3.57. Business people gave this value

dimension a mean score of 3.87 while respondents in other occupations gave a

mean score of 3.44. The ANOVA output shows that F-value is 3.50 and

significance is 0.02. Since the significance value is less than 0.05, the mean

differences across the various occupations for this value dimension are significant

at 5% level. Hence null hypothesis is rejected and alternate hypothesis is accepted.


148









I feel distinct among friends when I wear Branded Gold jewellery:






differences across the various occupations for this value dimension are significant

at 5% level. Hence null hypothesis is rejected and alternate hypothesis is accepted.

Content Assurance [ BIS 916] is reliable in Branded Gold jewellery:









generation: Housewives gave this value dimension a mean score of 3.74 while

working professionals gave a mean score of 3.90. Business people gave this value





149




pearls, gems etc.,]: Housewives gave this value dimension a mean score of 3.99

while working professionals gave a mean score of 3.97. Business people gave this

value dimension a mean score of 4.30 while respondents in other occupations





Wearing Branded Gold Jewellery gives you higher satisfaction: Housewives








I prefer to possess more Branded Gold jewellery than unbranded:









wearing it: Housewives gave this value dimension a mean score of 3.74 while


150







Branded Gold Jewellery makes you more fashionable or modern: Housewives








Quality oriented value: Housewives gave this value dimension a mean score of

4.03 while working professionals gave a mean score of 4.07. Business people

gave this value dimension a mean score of 4.21 while respondents in other

occupations gave a mean score of 4.00. The ANOVA output shows that F-value is


mean differences across the various occupations for this value dimension are not


Social Status: Housewives gave this value dimension a mean score of 3.84 while







Branded Gold Jewellery Decision Making: Housewives gave this value

dimension a mean score of 3.84 while working professionals gave a mean score of


151

3.74. Business people gave this value dimension a mean score of 4.00 while

respondents in other occupations gave a mean score of 3.76. The ANOVA output


more than 0.05, the mean differences across the various occupations for this value


There is no difference in value dimension of perception between occupations

except in two value dimensions – Enhancement of social status and feeling

distinct among friends when wearing branded gold jewellery.


152


religions.

Ho: The perception of various value dimensions is same across religions of

respondents.

HA: The perception of various value dimensions differs across religions of

respondents.

Table 4-34: Perceptions of Value Dimensions across Religion

N Mean

Std. Deviation

F Sig.



Hindu 331 3.91 1.09

1.96 0.12

Muslim 25 4.08 1.04

Christian 40 4.33 0.80

Others 4 4.00 0.82

Total 400 3.96 1.07



Hindu 331 4.10 0.98

2.18 0.09

Muslim 25 4.32 0.63


Others 4 4.00 1.41

Total 400 4.15 0.94



Hindu 331 3.91 0.99

3.32 0.02*

Muslim 25 4.36 0.64


Others 4 4.50 0.58

Total 400 3.98 0.97

Wearing Branded Gold jewellery

during functions enhances your

status

Hindu 331 3.58 1.15

4.55 0.01*

Muslim 25 4.04 0.79


Others 4 2.75 0.50

Total 400 3.65 1.13



content

Hindu 331 4.26 0.93

0.32 0.81

Muslim 25 4.28 0.74


Others 4 4.25 0.50

Total 400 4.28 0.90


153



Hindu 331 3.37 1.18

4.81 0.00*

Muslim 25 3.56 1.19


Others 4 2.00 0.82

Total 400 3.43 1.20


916] is reliable in Branded Gold

jewellery

Hindu 331 4.02 0.91

3.54 0.01*

Muslim 25 4.40 0.82


Others 4 4.00 0.82

Total 400 4.08 0.89



Hindu 331 3.86 1.08

4.29 0.01*

Muslim 25 3.96 1.06


Others 4 2.50 1.91

Total 400 3.90 1.09

Branded Gold jewellery assures

the weight and value of

components [ stones, pearls,

gems etc.,]

Hindu 331 3.93 0.98

4.19 0.02*

Muslim 25 4.36 0.64


Others 4 4.00 1.41

Total 400 3.99 0.95

Wearing Branded Gold Jewellery

gives you higher satisfaction

Hindu 331 3.70 1.06

4.02 0.01*

Muslim 25 4.12 0.83


Others 4 2.25 0.96

Total 400 3.73 1.06

I Prefer to possess more Branded Gold jewellery

than unbranded

Hindu 331 3.57 1.16

1.87 0.13

Muslim 25 4.00 0.87


Others 4 3.25 1.71

Total 400 3.63 1.15

Type of Branded Gold Jewellery

signifies the Social status of the

person wearing it.

Hindu 331 3.45 1.14

5.06 0.00*

Muslim 25 3.92 0.86


Others 4 2.00 1.15

Total 400 3.51 1.14

Branded Gold Jewellery makes

you more fashionable or

modern

Hindu 331 3.60 1.11

5.00 0.00*

Muslim 25 3.88 0.93


Others 4 2.00 1.41

Total 400 3.64 1.11


Hindu 331 4.01 0.67

4.32 0.01*

Muslim 25 4.28 0.47


Others 4 3.88 0.80

Total

400 4.06 0.66


154

Social Status

Hindu 331 3.50 0.93

6.36 0.00*

Muslim 25 3.85 0.76


Others 4 2.19 0.77

Total 400 3.55 0.94


Hindu 331 3.73 0.81

3.81 0.01*

Muslim 25 4.07 0.54


Others 4 3.17 0.96



Price influences purchasing decision of Branded Gold jewellery: Hindu

respondents gave this value dimension a mean score of 3.91 while Muslim

respondents gave a mean score of 4.08. Christian respondents gave this value

dimension a mean score of 4.33 while respondents from other faiths gave a mean



the various religions for this value dimension are not significant at 5% level.

Hence null hypothesis is accepted.


Gold jewellery: Hindu respondents gave this value dimension a mean score of

4.10 while Muslim respondents gave a mean score of 4.32. Christian respondents

gave this value dimension a mean score of 4.48 while respondents from other

faiths gave a mean score of 4.00. The ANOVA output shows that F-value is 2.18


differences across the various religions for this value dimension are not significant

at 5% level. Hence null hypothesis is accepted.

Resale value is assured in Branded Gold jewellery: Hindu respondents gave

this value dimension a mean score of 3.91 while Muslim respondents gave a mean

score of 4.36. Christian respondents gave this value dimension a mean score of


155

4.25 while respondents from other faiths gave a mean score of 4.50. The ANOVA

output shows that F-value is 3.32 and significance is 0.02. Since the significance

value is less than 0.05, the mean differences across the various religions for this

value dimension are significant at 5% level. Hence null hypothesis is rejected and

alternate hypothesis is accepted.


Hindu respondents gave this value dimension a mean score of 3.58 while Muslim




0.01. Since the significance value is less than 0.05, the mean differences across

the various religions for this value dimension are significant at 5% level. Hence



Hindu respondents gave this value dimension a mean score of 4.26 while Muslim







I feel distinct among friends when I wear Branded Gold jewellery: Hindu









156

Content Assurance [ BIS 916] is reliable in Branded Gold jewellery: Hindu









generation: Hindu respondents gave this value dimension a mean score of 3.86

while Muslim respondents gave a mean score of 3.96. Christian respondents gave

this value dimension a mean score of 4.30 while respondents from other faiths



differences across the various religions for this value dimension are significant at

5% level. Hence null hypothesis is rejected and alternate hypothesis is accepted.


pearls, gems etc.,]: Hindu respondents gave this value dimension a mean score of

3.93 while Muslim respondents gave a mean score of 4.36. Christian respondents

gave this value dimension a mean score of 4.31 while respondents from other

faiths gave a mean score of 4.00. The ANOVA output shows that F-value is 3.19

and significance is 0.02. Since the significance value is less than 0.05, the mean



Wearing Branded Gold Jewellery gives you higher satisfaction: Hindu







157



I prefer to possess more Branded Gold jewellery than unbranded: Hindu









wearing it: Hindu respondents gave this value dimension a mean score of 3.45







Branded Gold Jewellery makes you more fashionable or modern: Hindu








Quality oriented value: Hindu respondents gave this value dimension a mean

score of 4.01 while Muslim respondents gave a mean score of 4.28. Christian

respondents gave this value dimension a mean score of 4.35 while respondents

from other faiths gave a mean score of 3.88. The ANOVA output shows that F-


158

value is 4.32 and significance is 0.01. Since the significance value is less than

0.05, the mean differences across the various religions for this value dimension

are significant at 5% level. Hence null hypothesis is rejected and alternate


Social Status: Hindu respondents gave this value dimension a mean score of 3.50







Branded Gold Jewellery Decision Making: Hindu respondents gave this value

dimension a mean score of 3.73 while Muslim respondents gave a mean score of

4.07. Christian respondents gave this value dimension a mean score of 4.03 while

respondents from other faiths gave a mean score of 3.17. The ANOVA output


less than 0.05, the mean differences across the various religions for this value

dimension are significant at 5% level. Hence null hypothesis is rejected and


There is difference in the value dimensions across religion. Therefore it can be

said that the religion is a strong factor influencing in perceiving the value

dimensions of Branded Gold Jewellery.

.


159


income.

Ho: The perception of various value dimensions is same across the income levels of

respondents.

HA: The perception of various value dimensions differs across the income levels of

respondents.

Table 4-35: Perceptions of Value Dimensions across Income

N Mean

Std. Deviation

F Sig.


Branded Gold

jewellery

Below 15000 92 3.95 1.14

0.91 0.44

16000 – 25000 140 3.98 0.93

26000 – 35000 88 4.11 0.95

Above 35000 80 3.84 1.22

Total 400 3.97 1.05

Buy-back assurance Should be there from the outlet

while buying Branded

Gold jewellery

Below 15000 92 3.92 1.00

2.37 0.07

16000 – 25000 140 4.22 0.86

26000 – 35000 88 4.24 0.98

Above 35000 80 4.27 0.92

Total 400 4.17 0.94


Branded Gold

jewellery

Below 15000 92 3.86 0.98

1.66 0.17

16000 – 25000 140 4.13 0.81

26000 – 35000 88 4.00 1.08

Above 35000 80 3.88 0.97

Total 400 3.99 0.95

Wearing Branded

Gold jewellery

during functions enhances

your status

Below 15000 92 3.49 1.18

0.78 0.51

16000 – 25000 140 3.69 1.11

26000 – 35000 88 3.76 1.14

Above 35000 80 3.67 1.14

Total 400 3.66 1.14


160

While purchasing

branded gold

jewellery I surely check

for karat content

Below 15000 92 4.13 1.07

0.79 0.50

16000 – 25000 140 4.31 0.85

26000 – 35000 88 4.34 0.93

Above 35000 80 4.29 0.86

Total 400 4.27 0.92

I feel distinct among friends

when I wear Branded

Gold jewellery

Below 15000 92 3.35 1.19

1.37 0.25

16000 – 25000 140 3.53 1.16

26000 – 35000 88 3.59 1.17

Above 35000 80 3.26 1.28

Total 400 3.45 1.20


Gold jewellery

Below 15000 92 3.93 0.93

1.34 0.26

16000 – 25000 140 4.15 0.90

26000 – 35000 88 4.15 0.86

Above 35000 80 3.99 0.89

Total 400 4.07 0.90

Branded Gold

jewellery can be

passed from one

generation to other

generation

Below 15000 92 3.89 0.99

0.24 0.87

16000 – 25000 140 3.98 0.99

26000 – 35000 88 3.86 1.24

Above 35000 80 3.88 1.17

Total 400 3.91 1.08

Branded Gold

jewellery assures the weight and

value of components

[ stones, pearls, gems

etc.,]

Below 15000 92 3.83 1.11

1.58 0.19

16000 – 25000 140 4.08 0.89

26000 – 35000 88 4.11 0.83

Above 35000 80 3.95 1.00

Total 400 4.01 0.95

Wearing Branded

Gold Jewellery gives you

higher satisfaction

Below 15000 92 3.83 0.92

1.55 0.20

16000 – 25000 140 3.74 1.05

26000 – 35000 88 3.77 1.06

Above 35000 80 3.48 1.25

Total 400 3.71 1.07


161

I Prefer to possess

more Branded

Gold jewellery

than unbranded

Below 15000 92 3.48 1.14

2.82 0.04*

16000 – 25000 140 3.65 1.09

26000 – 35000 88 3.96 0.99

Above 35000 80 3.53 1.30

Total 400 3.66 1.14

Type of Branded

Gold Jewellery

signifies the Social status

of the person

wearing it.

Below 15000 92 3.52 1.14

0.63 0.60

16000 – 25000 140 3.54 1.05

26000 – 35000 88 3.66 1.17

Above 35000 80 3.41 1.25

Total 400 3.54 1.14

Branded Gold

Jewellery makes you

more fashionable or modern

Below 15000 92 3.61 1.09

0.18 0.91

16000 – 25000 140 3.69 1.05

26000 – 35000 88 3.68 1.23

Above 35000 80 3.59 1.20

Total 400 3.65 1.13

Quality oriented

value

Below 15000 92 3.93 0.64

1.90 0.13

16000 – 25000 140 4.14 0.61

26000 – 35000 88 4.11 0.68

Above 35000 80 4.04 0.68

Total 400 4.07 0.65

Social Status

Below 15000 92 3.49 0.93

0.74 0.53

16000 – 25000 140 3.61 0.91

26000 – 35000 88 3.67 0.99

Above 35000 80 3.48 0.99

Total 400 3.57 0.95

Branded Gold


Below 15000 92 3.75 0.75

2.42 0.07

16000 – 25000 140 3.79 0.74

26000 – 35000 88 3.96 0.76

Above 35000 80 3.62 0.95



Price influences purchasing decision of Branded Gold jewellery:

Respondents earning less than Rs. 15000 gave this value dimension a mean

score of 3.95 while the respondents earning between Rs. 16000 and Rs. 25000


162

gave a mean score of 3.98. Respondents earning between Rs. 26000 and Rs.

35000 gave this value dimension a mean score of 4.11 while the respondents

earning more than Rs. 35000 gave a mean score of 3.84. The ANOVA output

shows that F-value is 0.91 and significance is 0.44. Since the significance

value is more than 0.05, the mean differences across the various income levels

for this value dimension are not significant at 5% level. Hence null hypothesis

is accepted.

Buy-back assurance should be there from the outlet while buying

Branded Gold jewellery: Respondents earning less than Rs. 15000 gave this

value dimension a mean score of 3.92 while the respondents earning between

Rs. 16000 and Rs. 25000 gave a mean score of 4.22. Respondents earning

between Rs. 26000 and Rs. 35000 gave this value dimension a mean score of

4.24 while the respondents earning more than Rs. 35000 gave a mean score of

4.27. The ANOVA output shows that F-value is 2.37 and significance is 0.07.

Since the significance value is more than 0.05, the mean differences across the

various income levels for this value dimension are not significant at 5% level.


Resale value is assured in Branded Gold jewellery: Respondents earning

less than Rs. 15000 gave this value dimension a mean score of 3.86 while the

respondents earning between Rs. 16000 and Rs. 25000 gave a mean score of

4.13. Respondents earning between Rs. 26000 and Rs. 35000 gave this value

dimension a mean score of 4.00 while the respondents earning more than Rs.

35000 gave a mean score of 3.88. The ANOVA output shows that F-value is

1.66 and significance is 0.17. Since the significance value is more than 0.05,

the mean differences across the various income levels for this value dimension

are not significant at 5% level. Hence null hypothesis is accepted.






163






is accepted.

While purchasing branded gold jewellery I surely check for karat

content: Respondents earning less than Rs. 15000 gave this value dimension a

mean score of 4.13 while the respondents earning between Rs. 16000 and Rs.

25000 gave a mean score of 4.31. Respondents earning between Rs. 26000

and Rs. 35000 gave this value dimension a mean score of 4.34 while the

respondents earning more than Rs. 35000 gave a mean score of 4.29. The



income levels for this value dimension are not significant at 5% level. Hence











is accepted.






164






is accepted.


generation: Respondents earning less than Rs. 15000 gave this value

dimension a mean score of 3.89 while the respondents earning between Rs.

16000 and Rs. 25000 gave a mean score of 3.98. Respondents earning







Branded Gold jewellery assures the weight and value of components [

stones, pearls, gems etc.,]: Respondents earning less than Rs. 15000 gave this









Wearing Branded Gold Jewellery gives you higher satisfaction:





165






is accepted.

I Prefer to possess more Branded Gold jewellery than unbranded:







value is less than 0.05, the mean differences across the various income levels

for this value dimension are significant at 5% level. Hence null hypothesis is

rejected and alternate hypothesis is accepted.


wearing it: Respondents earning less than Rs. 15000 gave this value









Branded Gold Jewellery makes you more fashionable or modern:





166






is accepted.

Quality oriented value: Respondents earning less than Rs. 15000 gave this









Social Status: Respondents earning less than Rs. 15000 gave this value









Branded Gold Jewellery Decision Making: Respondents earning less than

Rs. 15000 gave this value dimension a mean score of 3.75 while the

respondents earning between Rs. 16000 and Rs. 25000 gave a mean score of

3.79. Respondents earning between Rs. 26000 and Rs. 35000 gave this value

dimension a mean score of 3.96 while the respondents earning more than Rs.

35000 gave a mean score of 3.62. The ANOVA output shows that F-value is


167

2.42 and significance is 0.07. Since the significance value is more than 0.05,

the mean differences across the various income levels for this value dimension

are not significant at 5% level. Hence null hypothesis is accepted.

There is a difference value dimensions across income level only in one value

dimension that is possession of Branded Gold jewellery.


168


buying preferences.

Ho: The perception of various value dimensions is same across the buying

preferences of respondents.

HA: The perception of various value dimensions differs across the buying preferences

of respondents.

Table 4-36: Perceptions of Value Dimensions across Buying Preferences

N Mean

Std. Deviation

F Sig.




331 4.02 1.03

5.18 0.02* General Jewellery Shop (unbranded)

69 3.70 1.19

Total 400 3.96 1.07




331 4.23 0.88


69 3.80 1.16

Total 400 4.15 0.94




331 4.06 0.89


69 3.57 1.22

Total 400 3.98 0.97

Wearing Branded Gold jewellery

during functions enhances your

status


331 3.78 1.09


69 3.01 1.13

Total 400 3.65 1.13



content


331 4.37 0.79


69 3.81 1.22

Total 400 4.28 0.90




331 3.57 1.13


69 2.71 1.28

Total 400 3.43 1.20


169


916] is reliable in Branded Gold

jewellery


331 4.17 0.83


69 3.62 1.04

Total 400 4.08 0.89




331 4.02 1.02


69 3.32 1.22

Total 400 3.90 1.09


assures the weight and value of components [ stones, pearls,

gems etc.,]


331 4.12 0.83


69 3.38 1.22

Total 400 3.99 0.95

Wearing Branded Gold Jewellery

gives you higher satisfaction


331 3.85 0.96


69 3.12 1.31

Total 400 3.73 1.06

I Prefer to possess more Branded Gold jewellery than

unbranded


331 3.82 1.04


69 2.71 1.20

Total 400 3.63 1.15

Type of Branded Gold Jewellery

signifies the Social status of

the person wearing it.


331 3.60 1.09


69 3.07 1.28

Total 400 3.51 1.14

Branded Gold Jewellery makes

you more fashionable or

modern


331 3.78 1.03


69 2.99 1.23

Total 400 3.64 1.11



331 4.16 0.58


69 3.58 0.80

Total 400 4.06 0.66

Social Status


331 3.68 0.88


69 2.94 1.01

Total 400 3.55 0.94


170


Decision Making


331 3.89 0.71


69 3.19 0.92



Price influences purchasing decision of Branded Gold jewellery:

Respondents wanting to buy branded gold jewellery gave this value dimension

a mean score of 4.02 while those wanting to buy unbranded gold jewellery

gave it a mean score of 3.70. The ANOVA output shows that F-value is 5.18

and significance is 0.02. Since the significance value is less than 0.05, the

mean differences across the buying preferences for this value dimension are

significant at 5% level. Hence null hypothesis is rejected and alternate


Buy-back assurance Should be there from the outlet while buying

Branded Gold jewellery: Respondents wanting to buy branded gold jewellery

gave this value dimension a mean score of 4.23 while those wanting to buy

unbranded gold jewellery gave it a mean score of 3.80. The ANOVA output


value is less than 0.05, the mean differences across the buying preferences for

this value dimension are significant at 5% level. Hence null hypothesis is


Resale value is assured in Branded Gold jewellery: Respondents wanting to

buy branded gold jewellery gave this value dimension a mean score of 4.06

while those wanting to buy unbranded gold jewellery gave it a mean score of

3.57. The ANOVA output shows that F-value is 15.52 and significance is


171

0.00. Since the significance value is less than 0.05, the mean differences

across the buying preferences for this value dimension are significant at 5%

level. Hence null hypothesis is rejected and alternate hypothesis is accepted.









While purchasing branded gold jewellery I surely check for karat

content: Respondents wanting to buy branded gold jewellery gave this value

dimension a mean score of 4.37 while those wanting to buy unbranded gold

jewellery gave it a mean score of 3.81. The ANOVA output shows that F-


0.05, the mean differences across the buying preferences for this value












172










generation: Respondents wanting to buy branded gold jewellery gave this

value dimension a mean score of 4.02 while those wanting to buy unbranded

gold jewellery gave it a mean score of 3.32. The ANOVA output shows that F-






stones, pearls, gems etc.,]: Respondents wanting to buy branded gold

jewellery gave this value dimension a mean score of 4.12 while those wanting

to buy unbranded gold jewellery gave it a mean score of 3.38. The ANOVA

output shows that F-value is 37.10 and significance is 0.00. Since the

significance value is less than 0.05, the mean differences across the buying

preferences for this value dimension are significant at 5% level. Hence null

hypothesis is rejected and alternate hypothesis is accepted.

Wearing Branded Gold Jewellery gives you higher satisfaction:






173




I Prefer to possess more Branded Gold jewellery than unbranded:









wearing it: Respondents wanting to buy branded gold jewellery gave this







Branded Gold Jewellery makes you more fashionable or modern:









174

Quality oriented value: Respondents wanting to buy branded gold jewellery

gave this value dimension a mean score of 4.16 while those wanting to buy

unbranded gold jewellery gave it a mean score of 3.58. The ANOVA output


value is less than 0.05, the mean differences across the buying preferences for

this value dimension are significant at 5% level. Hence null hypothesis is


Social Status: Respondents wanting to buy branded gold jewellery gave this







Branded Gold Jewellery Decision Making: Respondents wanting to buy

branded gold jewellery gave this value dimension a mean score of 3.89 while

those wanting to buy unbranded gold jewellery gave it a mean score of 3.19.

The ANOVA output shows that F-value is 50.14 and significance is 0.00.

Since the significance value is less than 0.05, the mean differences across the

buying preferences for this value dimension are significant at 5% level. Hence


There is difference across various value dimensions in buying preferences towards

branded gold jewellery. Therefore it can be said that buying preference is a strong

factor influencing in perceiving the value dimensions of Branded Gold Jewellery.


175

Reliability Statistics

Table 4-37: Cronbach’s Score

Reliability Statistics

Cronbach's Alpha N of Items

0.865 13

Cronbach’s alpha is a coefficient of reliability. It is commonly used as a measure of

the internal consistency or reliability of a psychometric test score for a sample of

examinees. For this study, the value of Cronbach’s alpha has come out to be 0.865.

Going by the thumb rule, alpha value of 0.8 ≤ α < 0.9 translates into ‘Good’ internal

consistency. Hence, the variables analyzed for this study have ‘Good’ internal

consistency.


176

Factor Analysis

Table 4-38: Communalities

Communalities

Factors Initial Extraction

F1 Buy-back assurance Should be there from the outlet while buying Branded Gold Jewellery

1 0.50

F2 Resale value is assured in Branded Gold Jewellery

1 0.49

F3 Wearing Branded Gold jewellery during functions enhances your status

1 0.68

F4 While purchasing branded gold jewellery I surely check for karat content

1 0.42

F5 I feel distinct among friends when I wear Branded Gold jewellery

1 0.69

F6 Content Assurance [ BIS 916] is reliable in Branded Gold jewellery

1 0.56

F7 Branded Gold jewellery can be passed from one generation to other generation

1 0.44

F8 Branded Gold jewellery assures the weight and value of components [ stones, pearls, gems etc.,]

1 0.49

F9 Type of Branded Gold Jewellery signifies the Social status of the person wearing it.

1 0.70

F10 Branded Gold Jewellery makes you more fashionable or modern

1

Extraction Method: Principal Component Analysis.


177

Table 4-39: Eigen Value

Component

Initial Eigen values Extraction Sums of Squared

Loadings Rotation Sums of Squared Loadings

Total % of

Variance Cumulative

% Total

% of Variance

Cumulative %

Total % of

Variance Cumulative %

1 4.11 41.07 41.07 4.11 41.07 41.07 2.84 28.38 28.38

2 1.48 14.82 55.88 1.48 14.82 55.88 2.75 27.50 55.88

3 0.83 8.29 64.17

4 0.67 6.66 70.83

5 0.64 6.40 77.23

6 0.55 5.46 82.68

7 0.52 5.21 87.89

8 0.46 4.59 92.48

9 0.39 3.91 96.39

10 0.36 3.61 100.00


178

Table 4-40: Rotated Component Matrix

Factors Component

1 2

Type of Branded Gold Jewellery signifies the Social status of the person wearing it.

0.82

I feel distinct among friends when I wear Branded Gold jewellery

0.82

Wearing Branded Gold jewellery during functions enhances your status

0.81

Branded Gold Jewellery makes you more fashionable or modern

0.74

Buy-back assurance Should be there from the outlet while buying Branded Gold jewellery

0.70


0.70

Content Assurance [ BIS 916] is reliable in Branded Gold jewellery

0.68

While purchasing branded gold jewellery I surely check for karat content

0.65

Branded Gold jewellery assures the weight and value of components [ stones, pearls, gems etc.,]

0.62

Branded Gold jewellery can be passed from one generation to other generation

0.60

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. Rotation converged in 3 iterations.

The general purpose of factor analysis is to find a method of summarizing the

information contained in a number of original variables to a smaller set of new

composite dimensions (factors) with minimum loss of information. That is, the Factor

Analysis tries to identify and define the underlying dimensions in the original

variables.


179

Factor analysis proceeds in following steps:

Principal Component Method for factor extraction is used, wherein the number of

factors necessary to represent the data and the method of calculating them must be

determined. At this step, how well the chosen model fits the data is also ascertained.

Eigen value is kept closer or greater than 1 to extract factors from the given variables.

This step is to determine the method of factor extraction, number of initial factors and

the estimates of factors. Here Principal Components Analysis (PCA) is used to extract

factors to represent the data. For our study, we have 10 variables.

In the column alongside Eigen Values, the column titled ‘% of variance’, we find the

variance on the new factors that were successively extracted. In that, these values are

expressed as a percentage of the total variance. As we can see, factor 1 accounted for

about 41.07% of the total variance and factor 2 about 14.82% of the total variance.

For this task, the cumulative variance extracted is 55.88%. The sums of square of all

the variables in given factors are called the Eigen values. If Eigen value is greater than

1, it becomes factor. In similar pattern, sum of square of a variable across factors are

called communalities. As a threshold level, communalities should be greater than .5.

There are several methods available for rotating factor matrix. The one used in this

analysis is Varimax Rotation. This is the most commonly used method and attempts

to minimize the number of variables that have high loadings on a factor. This should

enhance the interpretability of the factors. The Rotated Component Matrix using

Varimax rotation is given in the above table, where each factor identifies itself with a

few set of variables.

Summary

Thus, the 10 variables in the data were reduced to 2 factor models. Factor 1 names as

Quality oriented value and Factor 2 as Social Status.


180

Descriptive Statistics of Attributes

Table 4-41: Mean and Std. Deviation Scores of Attributes

Attributes Count Mean Std.

Deviation


400 3.96 1.07

Buy-back assurance Should be there from the outlet while buying Branded Gold jewellery

400 4.15 0.94

Resale value is assured in Branded Gold jewellery 400 3.98 0.97


400 3.65 1.13


400 4.28 0.90


400 3.43 1.20


400 4.08 0.89

Branded Gold jewellery can be passed from one generation to other generation

400 3.90 1.09

Branded Gold jewellery assures the weight and value of components [ stones, pearls, gems etc.,]

400 3.99 0.95


400 3.73 1.06

I Prefer to possess more Branded Gold jewellery than unbranded

400 3.63 1.15


400 3.51 1.14


400 3.64 1.11

Quality oriented value 400

4.06 0.66

Social Status 400

3.55 0.94

Branded Gold Jewellery Decision Making 400

3.77 0.79

The above table presents the count, mean and SDs of the various value dimensions.

The value dimension, ‘While purchasing branded gold jewellery I surely check for

karat content’, achieved the highest mean score of 4.28. This was followed by 'Buy-

back assurance should be there from the outlet while buying Branded Gold jewellery'

and 'Content Assurance [ BIS 916] is reliable in Branded Gold jewellery' which


181

achieved mean scores of 4.15 and 4.08, respectively. The value dimensions, 'Quality

oriented value' and 'Branded Gold jewellery assures the weight and value of

components [ stones, pearls, gems etc.,] achieved mean scores of 4.06 and 3.99,

respectively.


182

Correlation

Objective: To know relation between various value dimensions and identified

attributes (Model Testing)

Table 4-42: Sample Type – Testing

Statements Statistics

Branded Gold Jewellery Decision

Making






Pearson Correlation

0.29** 0.24** 0.27**

Sig. (2-tailed) 0.00 0.00 0.00

N 400 400 400


Pearson Correlation

0.17** 0.22** 0.29**

Sig. (2-tailed) 0.00 0.00 0.00

N 400 400 400


Gold jewellery

Pearson Correlation

0.21** 0.39** 0.36**

Sig. (2-tailed) 0.00 0.00 0.00

N 400 400 400



Pearson Correlation

0.20** 0.33** 0.44**

Sig. (2-tailed) 0.00 0.00 0.00

N 400 400 400


stones, pearls, gems etc.,]

Pearson Correlation

0.26** 0.41** 0.44

Sig. (2-tailed) 0.00 0.00 0.00**

N 400 400 400 *: Significant at 5% level

**: Significant at 1% level


183

Graph 4-31: Sample Type – Testing

An analysis of the above table and chart brings out that:

Buy-back assurance Should be there from the outlet while buying Branded

Gold jewellery: The correlations of this value dimension with all the three

attributes (viz. 'Price influences purchasing decision of Branded Gold jewellery',

'Wearing Branded Gold Jewellery gives you higher satisfaction' and 'I Prefer to

possess more Branded Gold jewellery than unbranded') were found to be positive

and significant at 1% level.

Resale value is assured in Branded Gold jewellery: Like the above case, the

correlations of this value dimension with all the three attributes were found to be

positive and significant at 1% level.

0.29

0.17

0.21

0.20

0.26

0.24

0.22

0.39

0.33

0.41

0.27

0.29

0.36

0.44

0.44

0.00 0.05 0.10 0.15 0.20 0.25 0.30 0.35 0.40 0.45 0.50

Buy-back assurance Should be there from the outlet while buying Branded Gold

jewellery



Branded Gold jewellery can be passed from once generation to other generation

Branded Gold jewellery assures the weight and value of components [ stones,pearls,

gems etc.,]

Correlation Score





184

Content Assurance [ BIS 916] is reliable in Branded Gold jewellery: This also

follows the same pattern as above. The correlations of this value dimension were

also found to be positive and significant (at 1% level) with all the three attributes.


generation: Like the above cases, the correlations of this value dimension with all

the three attributes were found to be positive and significant (at 1% level) with all

the three attributes.

Branded Gold jewellery assures the weight and value of components

[ stones, pearls, gems etc.,]: Like the above four cases, the correlations of this

value dimension with all the three attributes were found to be positive and

significant (at 1% level).


185


attributes (Validation phase)

Table 4-43: Sample Type – Model Validation




Buy-back assurance Should be there from

the outlet while buying Branded Gold

jewellery

Pearson Correlation 0.20 0.09 0.28**

Sig. (2-tailed) 0.05 0.36 0.00

N 100 100 100

Resale value is assured in Branded

Gold jewellery

Pearson Correlation 0.22* 0.46** 0.43**

Sig. (2-tailed) 0.03 0.00 0.00

N 100 100 100

Content Assurance [ BIS 916] is reliable

in Branded Gold jewellery

Pearson Correlation 0.18 0.20 0.30**

Sig. (2-tailed) 0.07 0.05 0.00

N 100 100 100



Pearson Correlation 0.24* 0.43** 0.52**

Sig. (2-tailed) 0.02 0.00 0.00

N 100 100 100

Branded Gold jewellery assures

the weight and value of components

[ stones, pearls, gems etc.,]

Pearson Correlation 0.25* 0.26* 0.47**

Sig. (2-tailed) 0.01 0.01 0.00

N 100 100 100

*: Significant at 5% level



186

Graph 4-32: Sample Type – Validation



Gold jewellery: The correlation of this value dimension with ‘I prefer to possess

more Branded Gold jewellery than unbranded’ was found to be positive and

significant (at 1% level). The correlation of this value dimension with ‘Price

influences purchasing decision of Branded Gold jewellery’ and ‘Wearing Branded

Gold Jewellery gives you higher satisfaction’ was found to be positive but not

significant.

Resale value is assured in Branded Gold jewellery: The correlation of this

value dimension with ‘Price influences purchasing decision of Branded Gold

jewellery’ was found to be positive and significant (at 5% level). With the

remaining twp attributes, the correlation of this value dimension was found to be

positive and significant at 1% level.

Content Assurance [BIS 916] is reliable in Branded Gold jewellery: The

correlation of this value dimension was found to be positive and significant only

0.20

0.22

0.18

0.24

0.25

0.09

0.46

0.20

0.43

0.26

0.28

0.43

0.30

0.52

0.47

0.00 0.10 0.20 0.30 0.40 0.50 0.60

Buy-back assurance Should be there from the outlet while buying Branded Gold …



Branded Gold jewellery can be passed from once generation to other generation

Branded Gold jewellery assures the weight and value of components [ stones,pearls, …

Correlation Score

I Prefer to possess more Branded Gold jewellery than unbranded Wearing Branded Gold Jewellery gives you higher satisfaction Price influences purchasing decision of Branded Gold jewellery


187

with ‘'I prefer to possess more Branded Gold jewellery than unbranded'. With the

other two attributes, the correlation was found to be positive but not significant.


generation: At 1% level, the correlation of this value dimension was found to be

positive and significant with ‘Wearing Branded Gold Jewellery gives you higher

satisfaction' and 'I Prefer to possess more Branded Gold jewellery than

unbranded'. At 5% level, the correlation of this value dimension was found to be

positive and significant with ‘Price influences purchasing decision of Branded

Gold jewellery'.

Branded Gold jewellery assures the weight and value of components [stones,

pearls, gems etc.,]: The correlation of this value dimension was found to be

positive and significant (at 1% level) with 'I Prefer to possess more Branded Gold

jewellery than unbranded'. The correlation was found to be positive and

significant (at 5% level) with the other two attributes (i.e. ‘Price influences

purchasing decision of Branded Gold jewellery' and 'Wearing Branded Gold

Jewellery gives you higher satisfaction').


188

Objective: To know linear relation between various value dimensions and identified

attributes (Model Testing)

Table 4-44: Sample Type-Testing -linear relation between various value dimensions and

identified attributes (




Wearing Branded Gold jewellery during functions

enhances your status

Pearson Correlation

0.20** 0.52** 0.37**

Sig. (2-tailed) 0.00 0.00 0.00

N 400 400 400

I feel distinct among friends when I wear Branded Gold

jewellery

Pearson Correlation

0.17** 0.46** 0.36**

Sig. (2-tailed) 0.00 0.00 0.00

N 400 400 400

Type of Branded Gold Jewellery signifies the Social status of the person wearing

it.

Pearson Correlation

0.16** 0.45** 0.42**

Sig. (2-tailed) 0.00 0.00 0.00

N 400 400 400

Branded Gold Jewellery makes you more fashionable

or modern

Pearson Correlation

0.16** 0.56** 0.47**

Sig. (2-tailed) 0.00 0.00 0.00

N 400 400 400

While purchasing branded gold jewellery I surely check

for karat content

Pearson Correlation

0.22** 0.26** 0.21**

Sig. (2-tailed) 0.00 0.00 0.00

N 400 400 400




189

Graph 4-33: Sample Type-Testing



correlations of this value dimension with all the three attributes (viz., 'Price

influences purchasing decision of Branded Gold jewellery', 'Wearing Branded

Gold Jewellery gives you higher satisfaction' and 'I Prefer to possess more

Branded Gold jewellery than unbranded') were found to be positive and


I feel distinct among friends when I wear Branded Gold jewellery: Like the

above case, the correlations of this value dimension with all the three attributes

were found to be positive and significant (at 1% level) with all the three attributes.


wearing it: Like the above two cases, the correlations of this value dimension


0.20

0.17

0.16

0.16

0.22

0.52

0.46

0.45

0.56

0.26

0.37

0.36

0.42

0.47

0.21

0.00 0.10 0.20 0.30 0.40 0.50 0.60






Correlation Score





190

Branded Gold Jewellery makes you more fashionable or modern: Like the

above cases, the correlations of this value dimension were found to be positive

and significant (at 1% level) with all the three attributes.


Like the above cases, the correlations of this value dimension were found to be

positive and significant (at 1% level) with all the three attributes.


191


attributes (Validation phase)

Table 4-45: Sample Type – Validation




Wearing Branded Gold jewellery during functions

enhances your status

Pearson Correlation

0.33** 0.41** 0.34**

Sig. (2-tailed) 0.00 0.00 0.00

N 100 100 100



Pearson Correlation

0.35** 0.43** 0.29**

Sig. (2-tailed) 0.00 0.00 0.00

N 100 100 100



Pearson Correlation

0.41** 0.43** 0.37**

Sig. (2-tailed) 0.00 0.00 0.00

N 100 100 100

Branded Gold Jewellery makes you more

fashionable or modern

Pearson Correlation

0.21* 0.48** 0.31**

Sig. (2-tailed) 0.03 0.00 0.00

N 100 100 100

While purchasing branded gold jewellery I surely

check for karat content

Pearson Correlation

0.21* 0.46** 0.45**

Sig. (2-tailed) 0.04 0.00 0.00

N 100 100 100




192

Graph 4-34: Sample Type – Validation



correlations of this value dimension with all the three attributes (viz., 'Price

influences purchasing decision of Branded Gold jewellery', 'Wearing Branded

Gold Jewellery gives you higher satisfaction' and 'I Prefer to possess more

Branded Gold jewellery than unbranded') were found to be positive and


I feel distinct among friends when I wear Branded Gold jewellery: Like the

above case, the correlations of this value dimension with all the three attributes

were found to be positive and significant (at 1% level) with all the three attributes


wearing it: Like the above two cases, the correlations of this value dimension


0.33

0.35

0.41

0.21

0.21

0.41

0.43

0.43

0.48

0.46

0.34

0.29

0.37

0.31

0.45

0.00 0.05 0.10 0.15 0.20 0.25 0.30 0.35 0.40 0.45 0.50






Correlation Score





193


correlations of this value dimension with 'Wearing Branded Gold Jewellery gives

you higher satisfaction' and 'I Prefer to possess more Branded Gold jewellery than

unbranded' were found to be positive and significant (at 1% level). The correlation

of this value dimension with the third attribute (viz. ‘Price influences purchasing

decision of Branded Gold jewellery') was found to be positive and significant at

5% level.


The correlations of this value dimension with two attributes (viz. 'Wearing

Branded Gold Jewellery gives you higher satisfaction' and 'I Prefer to possess

more Branded Gold jewellery than unbranded') were found to be positive and

significant (at 1% level). The correlation of this value dimension with the third

attribute (viz. ‘Price influences purchasing decision of Branded Gold jewellery')

was found to be positive and significant at 5% level.


194

Regression – Sample Type Testing

HO: There is no linear relationship existing between social status, quality oriented

value and branded gold jewellery decision making.

HA: There is a linear relationship existing between social status, quality oriented


Table 4-46 Regression Model Testing

Dependent Variable


• R=0.684

• R Square=0.47

• Adj. R Square=0.46

• Std. Error=0.58

Variables Entered - Social Status, Quality oriented value

Method - Enter


195

Table 4-47: ANOVA

ANOVA

Model Sum of Squares df Mean

Square F Sig.

Branded Gold


Regression 117.24 2 58.62 174.27 0.000**

Residual 133.54 397 0.34

Total 250.78 400


Table 4-48 Coefficients

Model Unstandardized

Coefficients Standardized Coefficients

t Sig.

B Std.

Error Beta

Branded Gold


Constant 0.65 0.18 3.53 0.000

Social

Status

0.47 0.05 0.39 9.32 0.000*

Quality

Oriented

Value

0.34 0.03 0.41 9.82 0.000*


The correlation coefficient value (R) is 0.684 for Model1, which exhibits a good

amount of correlation between the independent variables (social status and quality

oriented value) and dependent variable (branded gold jewellery decision making),

with the F-ratio being 174.27 and its associated significance level being small

(P<0.01). The R square value gives us the goodness of fit of the regression model.

That is, the amount of variability explained by the whole of the selected predictor

variables in the model for 47.0% (R2%=.47 * x100) of variation in the dependent

variable (branded gold jewellery decision making). With social status and quality

oriented value, it has a linear relationship (as the signs between the variables are also

expected).


196

Figure 4-1 Model – Outcome

Social Status

Signifies the Social status of the

person wearing it.

Feeling distinct among friends

when Branded Gold jewellery

worn

Enhancement of status due to

wearing of Branded Gold

jewellery during functions

Be fashionable or modern by

wearing Branded Gold

Jewellery

Quality Oriented Value

Buy-back assurance Should be

there from the outlet while

buying Branded Gold jewellery



Content Assurance [ BIS 916] is

reliable in Branded Gold

jewellery

check for karat content while

purchasing branded gold

jewellery


assures the weight and value of

components [ stones, pearls,

gems etc.,]

. 39*

. 41*


Decision Making

Preference to possess

more Branded Gold

jewellery than unbranded

Type of Branded Gold

Jewellery signifies the

Social status of the person

wearing it.

Being more fashionable

or modern


197

Regression – Sample Type Validation

Objective: To know the impact of social status and quality oriented value on branded

gold jewellery decision making.

HO: There is no linear relationship existing between social status, quality oriented


HA: There is a linear relationship existing between social status, quality oriented


Table 4-49: Regression Model

The above table shows social status and quality oriented value as Independent

variable and branded gold jewellery decision making as Dependent variables.

Dependent Variable


• R=0.755

• R Square=0.57

• Adj. R Square=0.56

• Std. Error=0.47

Variables Entered - Social Status, Quality oriented value


198

Table 4-50: ANOVA

ANOVA

Model Sum of Squares df Mean Square F Sig.

Branded Gold


Regression 28.85 2 14.42 64.48 0.000**

Residual 21.70 97 0.22

Total 50.55 99


Table 4-51: Coefficients

Model Unstandardized

Coefficients Standardized Coefficients

t Sig.

B Std. Error Beta

Branded Gold


Constant 0.32 0.32

1.00 0.322

Social

Status 0.56 0.09 0.47 6.25 0.000*

Quality

Oriented

Value

0.32 0.06 0.40 5.35 0.000*


The results of the analysis are shown in the above tables. It is seen from the tables

that:

The correlation coefficient value (R) is 0.755 for Model1, which exhibits a good

amount of correlation between the independent variables (social status and quality

oriented value) and dependent variable (branded gold jewellery decision making),

with the F-ratio being 64.48 and its associated significance level being small

(P<0.01). The R square value gives us the goodness of fit of the regression model.

That is, the amount of variability explained by the whole of the selected predictor

variables in the model for 57.0% (R2%=.57 * x100) of variation in the dependent

variable (branded gold jewellery decision making). Thus, with social status and

quality oriented value, it has a linear relationship (as the signs between the variables

are also expected).


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