7/29/2019 Sam ppt.ppt
1/12
CONSUMER PERCEPTION TOWARDS TANISHQ
BRANDED GOLD JEWELLERY IN BANGALORE
By
KUMAR SAMBHAV
Reg no : 11SKCMA047
EMPOWERING MINDSAIMS
Peenya, Bangalore
7/29/2019 Sam ppt.ppt
2/12
Introduction
The gems and jewellery industry has an important role in the Indian economy.
Indian jewellery sector it is mostly unorganized in nature with about 95 % of
the sector being unorganized and only 5% in the organized segment which is
mainly controlled by a select few, which includes Tanishq, Gitanjali to name a
few.
There are over 15,000 players across the country in the gold processing
industry.
Plain gold has now given way to diamonds, platinum and coloured gemstones.
Growth in the diamond industry has been remarkable.
7/29/2019 Sam ppt.ppt
3/12
Literature Review
Jewellery retailing is moving from a storehouse of value to a precious
fashion accessory.
Plain gold is gradually easing its strong hold on the Indian consumer
psyche to give way to diamonds, platinum and coloured gemstones.
The way jewellery was worn before is undergoing a tremendous
change. Traditional designs are yielding to modern jewellery, heavy
gold is giving way to light and simple designs.
Consumers are more quality conscious than ever before. The jewellery
market is one of the largest consumer sectors in the country.
7/29/2019 Sam ppt.ppt
4/12
Research Methodology
Research Objectives
To understand customer perception about branded jewellery
To understand the factors consumer consider while purchasing precious
jewellery.
To understand the factors influencing consumer decision towards purchasingbranded jewellery
To study the role and behaviour of the people (family, friends, peers) who
influence decision making process for purchasing branded gold jewellery.
To study the impact of rising gold price on the consumers of branded gold
jewellery.
Since wedding are one of the primary occasions for purchase of gold jewellery
in India, Do the consumer prefer branded jewellery vis traditional gold
jewellery.
7/29/2019 Sam ppt.ppt
5/12
Research Methodology (continued)
Hypothesis Testing Using Chi-square Method.
To check if there is a relationship between the age and the category of
jewellery customers prefer from Tanishq.
H0 : There is no significant relationship between the age and the
category of jewellery they prefer from Tanishq.
H1 : There is a significant relationship between the age and the category
of jewellery they prefer from Tanishq.
7/29/2019 Sam ppt.ppt
6/12
Research Methodology(continued)
SOURCES OF DATA
The study is based on primary & secondary source of data.
SAMPLING TECHNIQUE
Random sampling technique
SAMPLE SIZE
Sample size is based on 100 respondents.
DATA COLLECTION
The study is based on primary and secondary data.
Primary data includes questionnaires.
Secondary data was collected from Journals, websites, magazines and records.
DATA ANALYSIS
Tables, charts & graph
7/29/2019 Sam ppt.ppt
7/12
Research Methodology (continued)
LIMITATIONS
Area of study is limited to TANISHQ showrooms in Bangalore city
only.
Assumed that respondents will be giving accurate information & data.
The analysis will be based on the current situation; as such it may lose
its relevance in the future.
Secondary data used for the study may not be relatively accurate.
7/29/2019 Sam ppt.ppt
8/12
Summary of Analysis
Analysis shows that, 68% of the respondents are women while only 32% of the respondents
are men.
48% of the respondents were from the age group 18-28, 35% of the
respondents were from the age group 29-38 and 17% of the respondents
were above 38
50% of the respondents say that they prefer branded jewellery, 35% of
the prefer unbranded and 15% prefer both.
Most of the customer of Tanishq whose salary in between Rs.30000-50000.
Analysis also shows that customer who are employed in TATA group
they get 20% discount.
7/29/2019 Sam ppt.ppt
9/12
Major Findings
As testing hypothesis it showed that There is no significant
relationship between the age & the category of jewellery customer
prefer
59% of the customers purchasing from Tanishq are married and the
unmarried customers comprise of 41%. 50% of the respondents say that they prefer branded jewellery, 35% of
the prefer unbranded and 15% prefer both.
100% of Tanishqs customers say that they are satisfied with the
products purity and quality.
79% of the respondents are satisfied with the making charges and 21%
of them are not satisfied with the making charges.
7/29/2019 Sam ppt.ppt
10/12
Conclusion & Suggestions
CONCLUSION The major factor behind purchasing jewellery from branded retailer is
purity and design.
Income and age has an effect on the type of jewellery purchased.
Branded jewellery is becoming more popular due to the wide spread
publicity taken up by the various brands like Tanishq.
SUGGESTIONS The companies can introduce few more plans like two installment free
scheme, two to five years scheme to attract more respondents. They can show more importance towards the regular customers by
giving them special discounts during purchase of jewellery and also
during festival seasons.
7/29/2019 Sam ppt.ppt
11/12
Key Learnings
Customer preference towards 22kt for jewellery & 24kt for
gold coins.
In Tanishq, I get to know about GHS 11+1 (Golden Harvest
Scheme) & Swarnanidhi Scheme. Interaction with customers during explaining process of
GHS Scheme.
I learned about Encircle Card in which customers were
getting coupons for discount for Titan Industries Outlets. TANISHQ is known for brand because its TATA product.
7/29/2019 Sam ppt.ppt
12/12