Professional Documents
Culture Documents
Kalyan Jewellery Project
Kalyan Jewellery Project
Market Research:
Consumer satisfaction:
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behavior analysis as it has a keen interest in the re-discovery of the meaning of
marketing through the importance of the customer or buyer.
Study:
A study is an effective tool for measuring the Consumer’s Aspiration,
Trade Channel Behavior, Competitive Action etc., It provides a linkage
between the corporate environment and the marketing organization. Marketing
research, thus, may be viewed as an important tool used as an aid for tackling
problems in marketing. A study is a place in which buyer and seller meet each
other and exchange the goods and services. Marketing is an economic process
in which goods and services exchange their value is determination in terms of
money of price.
This filed Study is nothing but just analysis of Consumer’ attitude about
the attitude, this satisfaction, his needs, and some other expectation regarding
production specification. AS the courses related to business field, each and
every candidate should come to know about what a market is, and the syllabus
also provides a fire opportunity to this need.
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COMPANY PROFILE
INTRODUCTION:
Kalyan Jewellers is an Indian jewellery store chain. It was founded by
T.S.Kalyanaraman, who started their first jewellery shop in 1993 in Thissur,
Kerala, India with a capital of 7.5 million (US$110,000) and has since grown
to become the largest jewellery store chain in India. With approximat Kalyan
Jewellers have partnered with a number of celebrities to be regional brand
ambassadors, including Amitabh Bachchan and Jeya Bachchan,Shah Rukh
khan, Katrina Kaif in North India, Manju Warrier in Kerala, Nagarjuna
Akkineni in Andhra Pradesh and Telangana, Shiva Rajkumar in Karnataka,
Prabhu Ganesan in Tamil Nadu. Aishwarya Raj Bachchan was paid 100
million (US$ 1.4 million) per year for a two-year deal with Kalyan Jewellers
to be a nationwide brand ambassador, which was formerly Sushmita Sen. The
advertising and marketing budget of Kalyan is around 900 million (US$ 13
million) ely 8000 employees, the chain has 100 showrooms across India.
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have been analyzed using frequency distribution and multiple regression
approach. Reliability of the items has been tested to ensure that the
measurement is free from random error and results are consistent. This study
reveals that three variables namely low cost of imitative jewellery, innovative
and elegant design and matching with apparels significantly after women
preference of using imitative jewellery. However the researchers come up
with the findings that women are less susceptible to consider endless options
of design, safety and security, availability as significant determinants in case
of purchasing imitative jewellry, looking like gold and easy for carrying.
Demand for luxurious items has been growing day by day. Since
jewellery is a luxurious item, jewellery industry seems to have a glittering
future. Jewellery, which is attached to the body or the clothes, is small
decorative items worn for personal adornment, such as brooches, rings,
necklaces, earrings, and bracelets. Modern fine jewellery is usually made of
gold, white gold, platinum, palladium, titanium, or silver (subject wiki for
jewellery 2017).
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usage trends of jewelleries are moving from gold to gold plated or imitative
jewelleries (Uk essays, 2015). Along with rising consumer demand there has
been a rise in the imitative jewellery industry in Bangladesh. Previously,
several researches have been conducted on overall jewellery business.
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PRODUCT PROFILE
This paper investigates immitative competition in a two-stage game of
strategic product choice in a vertically differentiated market. The innovator
chooses its product strategy anticipating the subsequent entry of rival firm. It
rival firm chooses the degree to which it is profitable to differentiate its
product from the innovator. It has the second mover advantage that its costs
are lower the more closely it copies the innovator’s product. But against this
advantage is the drawback that the more similar the two products are, the more
intense is the price competition drawback between the two firms. The trade-
off between and differentiation is affect by the degree of consumer
heterogeneity in the market. Consumers differ by income. The relationship
between the incentive to immitate and the distribution of income is important,
particularly in evaluating the welfare effects of two different policy responses,
patent policy and co-operative alliances.
Earrings Indian customs and traditions allow piercing of men’s ears and
hence Indian men do not shy away from adorning earrings in the general
public. From funky designs to small studs, all well perceived by the men in
these regions. Earrings for men are more demanded in the urban areas than in
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the rural areas, may be to the social stigma connected with it. Lot changes
happening in the attire and the way people dress up has caused the demand for
such types of fashion Jewellery to rise In these decades.
Rings, Kadas and Cufflinks Rings , kadas and Cufflinks are famous
amongst men. Rings and kadas in traditional and contemporary designs are in
demand now a day. Mettalic kada made up of glazed rodhium and very
beautiful and aesthetically designed. Cufflinks are in demanded by people
wearing suits. Cufflinks give a nice formal look to the attire and make it
fashionable at that moment. Women’s Jewellery.
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Necklaces and Necklace Sets wide varieties of necklaces and sets with
similar matching earrings are available in the Konkan market. Traditional
designs are more famous in this region due to the ethnicity of the Konkan
region. Traditional ethnic designs are worn by the youth only during festivals
and other religious occasions and by women in the age group of 30 plus.
Chokers made up of plastic are highly in demand and command a good price.
Traditional Boho designs too are picking to demand. Traditional necklaces
such as pearl necklaces, poha haar, and maharani haar are well known in these
areas. These designs are more of party wear or club wear. Younger
generations like to experiment with their looks and hence they have more
preference of contemporary designs over the traditional designs.
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OBJECTIVES OF THE STUDY
Primary Objectives:
To analysis the usage and satisfaction regarding Immitative Jewellers
in this Cumbum Town.
To study the Market condition of Immitative Jewellers in Cumbum
Town.
To find out the consumer satisfaction level of the Immitative Jewellers.
To find out the reason for preference of Immitative Jewellers by the
consumer.
To find out the consumer suggestions about the Immitative Jewellers.
To gain knowledge on the concept of the Market survey.
To gain knowledge on data analysis.
To experience the attitude different kinds of consumer cloth user and
non users and their responding behaviors.
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RESEARCH METHODOLOGY
Research Method is a basic plan, which guides the data Collection and
analysis phases of the research project. It is a framework, which specifies the
type course of the data and the data collection periods.
Research Design
The research problem having been formulated in clear cut items, the
research will be required to prepare a research design. That is he will have to
state the conceptual structure with in which research would be conducted. The
preparation of such a design facilities research to be as efficient as possible
yielding maximum information.
Collection of Data
A data means collection of facts and figures. This data be in the from of
numeric or non-numeric in such of the collection of data appropriate data may
be of the form of primary and secondary.
There are several way of collecting the data appropriate data, which
differ considerably in concept of money, time and other aspects/ The
collections of data are collected through primary and secondary.
Primary Data
Primary data are those which are collected a fresh and for the first time
and thus happen to be original in character. The Primary data can be collect
through experiment or through survey. In The research conduct an
experiment, he observes some quantities measurement or the data with the
help of which he examine the through contain in his hypothesis.
Secondary Data
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This data which have already collected by someone else and which have
already been passed through the statistical process. Data , which are not
originally collected but rather obtained from published or unpublished
sources, are known as secondary data.
Data Collection
Data collection is the process of collection the data by structured
questionnaires enquiry. The data used in this survey are:
Primary Data
Secondary Data
Primary data
Primary data are generated when the research using personal
investigation a particular problem at the hand primary 3 method can collect
data.
Sampling
Sampling means where only a few units of population under study are
consideration for analysis is called sampling. It is a process of obtaining the
information about an population by examining only a part of it.
Sampling Techniques
Sampling techniques used in the survey was random sampling.
Sample Size
The sample size taken for survey is 50 respondents.
Secondary Data
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Secondary data are those data, which are collected from some earlier
research work. This data are printed in nature. Booklets, Statistical,
information & etc.,
Questionnaires Method
In this Method a question considering list of question airing pertaining
to the survey is prepared. There are blank spaces for answer. The
questionnaire is sent to the respondents who have expected to write the answer
in the blank spaces.
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DATA ANALYSIS AND INTERPRETATION
Feed Back
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TABLE – 1
Percentage
S.No Particulars No. of Respondents
(%)
1 Male 5 8
2 Female 55 92
Total 60 100%
SEX WISE RESPONDENT
Among 60 Respondents
14
CHART – 1
100
92
90
80
70
60
50
40
30
20
10 8
0
Male Female
15
Percentage
S.No Age wise No. of Respondents
%
1 15-25 25 41
2 25-35 15 25
3 35-45 10 17
4 45-55 10 17
Total 60 100%
TABLE – 2
Among 60 Respondent
16
CHART – 2
45
41
40
35
30
25
25
20
17 17
15
10
0
15-25 25-35 35-45 45-55
17
No. of
S.No Particulars Percentage
Respondents
1 Yes 40 67
2 No 20 33
Total 60 100%
TABLE – 3
Among 60 Respondents
18
CHART – 3
80
70 67
60
50
40
33
30
20
10
0
Yes No
19
No. of
S.No Particulars Percentage
Respondents
1 Costly 20 33
2 Normal 25 42
3 Low 15 25
Total 60 100%
TABLE – 4
Among 60 Respondents
20
CHART – 4
45
42
40
35 33
30
25
25
20
15
10
0
Costly Normal Low
21
No. of
S.No Particulars Percentage
Respondents
1 Traditional 25 41
2 Modern 10 17
3 Stylish 15 25
4 Decorative 10 17
Total 60 100%
TABLE – 5
Among 60 Respondents
22
CHART – 5
45
41
40
35
30
25
25
20
17 17
15
10
0
Traditional Modern Stylish Decorative
23
No. of
S.No Particulars Percentage
Respondents
1 Yes 60 100
2 No 0 0
Total 60 100%
TABLE – 6
Among 60 Respondents
24
CHART – 6
120
100
100
80
60
40
20
0
0
Yes No
25
No. of
S.No Particulars Percentage
Respondents
1 Price offer 15 25
2 Free offer 30 50
3 Other offers 15 25
Total 60 100%
TABLE-7
Among 60 Respondents
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CHART-7
No. of
S.No Particulars Percentage
Respondents
1 Home 5 8
2 Festival 15 25
3 Function 15 25
4 Celebration 25 42
Total 60 100%
60
50
50
40
30
25 25
20
10
0
Price offer Free offer Other offers
TABLE – 8
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Source: Primary data
Among 60 Respondents
28
CHART – 8
45
42
40
35
30
25 25
25
20
15
10 8
0
Home Festival Function Celebration
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No. of
S.No Particulars Percentage
Respondents
1 Excellent 40 67
2 Good 15 25
3 Better 5 8
Total 60 100%
TABLE – 9
Among 60 Respondents
30
CHART – 9
80
70 67
60
50
40
30
25
20
10 8
0
Excellent Good Better
31
TABLE – 10
No. of
S.No Particulars Percentage
Respondents
1 Rs.500/- 15 25
2 Rs.1000/- 20 33
3 Rs.2000/- 15 25
4 Rs.5000/- 10 17
Total 60 100%
Among 60 Respondents
25% of them are belong to below Rs.500/- price of this product for
using Respondents.
33% of them are belong to below Rs.1000/- price of this product for
using Respondents.
25% of them are belong to below Rs.2000/- price of this product for
using Respondents.
17% of them are belong to below Rs.5000/-price of this product for
using Respondents.
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CHART – 10
35 33
30
25 25
25
20
17
15
10
0
Rs.500/- Rs.1000/- Rs.2000/- Rs.5000/-
33
TABLE – 11
No. of
S.No Particulars Percentage
Respondents
1 Yes 50 83
2 No 10 17
Total 60 100%
Among 60 Respondents
34
CHART – 11
90
83
80
70
60
50
40
30
20 17
10
0
Yes No
35
TABLE – 12
2 Designs 15 25
3 Add stone 20 33
4 colors 10 17
Total 60 100%
Among 60 Respondents
36
CHART – 12
35 33
30
25 25
25
20
17
15
10
0
Facilities Designs Add stone colors
37
TABLE – 13
1 Kalyan Jewellers 25 42
3 Tanishq 15 25
Total 60 100%
Among 60 Respondents
38
CHART – 13
45 42
40
35
30
25 25
25
20
15
10 8
5
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TABLE – 14
No. of
S.No Particulars Percentage
Respondents
1 TV 20 33
2 Newspaper 5 8
3 Online 35 59
Total 60 100%
Among 60 Respondents
40
CHART – 14
70
60 59
50
40
33
30
20
10 8
0
TV Newspaper Online
41
TABLE – 15
No. of
S.No Particular Percentage
Respondents
1 Retailer 10 17
2 Whole Seller 20 33
3 Online 30 50
Total 60 100%
Among 60 Respondents
42
CHART – 15
60
50
50
40
33
30
20 17
10
0
Retailer Whole Seller Online
43
TABLE – 16
1 Yes 55 92
2 No 5 8
Total 60 100%
RESPONDENT ADVERTISEMENT INFLUENCED YOU TO
PURCHASED FOR THIS PRODUCT
Among 60 Respondents
44
CHART – 16
100
92
90
80
70
60
50
40
30
20
10 8
0
Yes No
45
TABLE – 17
No. of
S.No Particulars Percentage
Respondents
1 Festival 10 17
2 Celebration Function 20 33
3 Marriage Function 30 50
Total 60 100%
Among 60 Respondents
46
CHART – 17
60
50
50
40
33
30
20 17
10
0
Festival Celebration Function Marriage Function
47
TABLE – 18
1 Yes 60 100
2 No 0 0
Total 60 100%
RESPONDENT EASILY AVAILABLE IN THE MARKET IN THIS
PRODUCT
Among 60 Respondents
48
CHART – 18
120
100
100
80
60
40
20
0
0
Yes No
49
TABLE – 19
No. of
S.No Particulars Percentage
Respondents
1 Designing 25 42
2 Quality 20 33
3 Price 15 25
Total 60 100%
Among 60 Respondents
50
CHART – 19
45
42
40
35 33
30
25
25
20
15
10
0
Designing Quality Price
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TABLE – 20
No. of
S.No Particulars Percentage
Respondents
1 College students 30 50
2 Home makers 10 17
3 Other peoples 20 33
Total 60 100%
Among 60 Respondents
52
CHART – 20
60
50
50
40
33
30
20 17
10
0
College students Home makers Other peoples
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FINDINGS
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SUGGESTION
The price of this product is good at same time, some prices and gifts to
attract the customers.
The products should advertise in the Regional TV channels and in
leading Newspaper and Online shopping.
If they improve the quality of the produces it will benefit them to attain
a good level of Marketing.
If the Introduce the different models of Immitative Jewellers and
increase the Sales.
Improve the Market network and make available the products in needed
time of customers.
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LIMITATIONS
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CONCLUSION
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BIBLIOGRAPHY
Book Reference:
Webpage Reference:
www.kalyanjewellery.com
www.google.com
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A MARKET SURVEY ON CONSUMER USEAGE AND
SATISFACTION REGARDING OF IMMITATIVE JEWELLERS IN
CUMBUM TOWN
QUESTIONNAIRE
1.Yes [ ] 2.No [ ]
1.yes [ ] 2.No [ ]
1.Yes [ ] 2.No [ ]
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10. If yes, what kind of the changes do you expect?
1.Yes [ ] 2.No [ ]
1.Yes [ ] 2.No [ ]
17. Which is the following reason for the success of this product?
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