DIAMOND JEWELLERIES

Deepika Misal – 63Akshay Phadnis – 83Ajay Tahilramani - 109Akshay Tiwary – 114Sushil kute - 141

ABOUT DIAMOND JEWELLERIES

• India -one of the best markets in the world in the polished diamonds • Provides world-class quality of diamonds as well as exquisite cutting skills. • Over 83 per cent of India's Gems & Jewellery cut and polished diamonds

account for exports. • Jaipur and Surat are famous as world class polishing and designing centers

WHY CONDUCT A RESEARCH

• Declining sales of diamond• Unclear reasons behind low sales

BASIS FOR RESEARCH

Conducted on • working men and women • Age demographic : greater than 30 years• Earning income : greater than 3 lakhs

QUESTIONNAIRE (SECTION-1)1.Gender• Male• female2.Do you wear jewellery?• Yes• No3.Which type of jewellery do you prefer?• Gold• Silver• Diamond• Platinum• Other:

QUESTIONNAIRE (SECTION-2)

4.How frequently do you wear jewellery?• Once in long time(more than a year)• Once in a year• Whenever any special occasion arises• Other:5.What factors affect your buying decision regarding jewellery?• Special events• Occasional buying• Gifts• Investment purposes• Others6.In future would you buy any type of jewellery other than your preferred type?

QUESTIONNAIRE(SECTION-2)1.Have you ever purchased diamond jewellery before ?• Yes• No2.Have you ever wore diamond jewellery before?• Yes• No3.why do you prefer your preferred choice of jewellery over diamond?• Diamonds are highly priced• Low re-sale vaue• Better investment options• Personal dislike regarding its looks, appearance etc• Other

QUESTIONNAIRE(SECTION-2)

4.Do you know there are different diamonds of different shapes,sizes,color available in the market at various prices(even cheaper than gold/silver)?• Yes• No5.Does diamond proof to be of higher prestige value(as compared to gold/silver) to you?• Yes• No6.If price of gold/silver were to go up in future, then would you like to consider diamond as purchasing option?• Yes• No

FINDINGS

52%

4%9%

30%

4%

Which type of jewellery do you prefer?

GoldSilverPlatinumDiamondother

18%

9%

68%

5%

How frequently do you wear jewellery

once in long timeonce in a yearwhenever any special occasion arisesother

FINDINGS

What factors affect your buying decision regarding jewellery?

22

8

6

10

2

special events occasional buying gifts investment purpose other

FINDINGS

66%

34%

Have you ever pur-chased diamond

jewellery before ?

YesNo

why do you prefer your preferred choice of jewellery over diamond?

0 2 4 6 8 10 12 14

13

4

8

6

1

Chart Title

Other personal dislikeBetter investment options low re-sale valueDiamonds are highly priced

FINDINGS

53%47%

If price of gold/silver were to go up in future, then

would you like to consider diamond as purchasing

option?YesNo

67%

33%

Does diamond proof to be of higher prestige value(as compared to gold/silver) to you?

YesNo

ANALYSIS OF STUDY

Diamond sales are lower as compared to other jewelleries because• Diamonds are highly priced (price range for 1 carat diamonds between

$3,080 and $26,950 per carat)• 40% of respondents felt good quality diamonds are expensive• Better investment in the form of gold/silver

CONCLUSION

• More than 50% of respondents wore jewellery during special occasions • Many of them preferred to wear gold instead of diamonds during these occasions• 21 respondents considered diamond as of higher prestige value • Surprisingly 24 respondents already knew of availability of different varieties of

diamond at lower prices• more than half of people considered diamond as option if price of gold went up

indicating - price sensitivity Acceptance of higher prestige value