8/2/2019 Consumer Behaviour- Roop
1/3
Title
Study of Consumer behaviour in case of branded jewellery when
compared to local
unorganised jewellery makers
Introduction
The gems and jewellery industry has an important role in the
Indian economy. While a
predominant portion of gold jewellery manufactured in India is
for domestic consumption, a
major portion of rough, uncut diamonds processed in the form of
either polished diamonds or
finished diamond jewellery is exported. Global jewellery buying
rose 17 percent last
year(2010), data from the World Gold Council showed earlier this
month, as a strong rebound
in Indian buying and a rise in Chinese demand outweighed softer
consumption elsewhere.
With respect to Indian jewellery sector it is mostly unorganised
in nature with more than 96%
of the sector being unorganised and a meagre 4% in the organised
segment which is mainly
controlled by a select few , which include Tanishq, Gitanjali to
name a few.
According to a FICCI(Federation of Indian Chambers of Commerce
and Industry) reportThere are over 15000 players across the country
in the gold processing industry, of which only
about 80 players have a turnover of over US$ 4.15 million (Rs.
200 million). There are about
450,000 goldsmiths spread throughout the country.
Recent times have seen larger brands witnessing an upward swing
mainly due to factors such as
increasing consumer sophistication, diminishing
investment-driven purchases, alternative retail
channels and competition from other luxury products. Responding
to the changing trends,
India's small, independent jewellers are starting to organize
themselves into groups of four to
five players to share a common brand identity and marketing
strategy.
Incidently the organised sector has been extensively trying to
woo in customers with there
primary targets being young women; they have trying to
understand the market , anticipate
social changes an strategize accordingly.
8/2/2019 Consumer Behaviour- Roop
2/3
Need for Study
In short span of time organised retailers have successfully
implemented a change in the buying
pattern of the Indian customers. This is evident from the shift
from the traditional jeweller to a
jeweller with an identity. This shift indicates change in
viewpoint of jewellery as a commodity
to brand identification. The actual problem here is to
understand the consumers viewpoint
towards organised jewellery sector i.e. branded jewellery with
respect to traditional jewellery
makers. What are the factors that effect the decision of the
consumer and the causes for change
in the shift from traditional jewellers.
Statement of the problem
The project aims to understand the consumers perception and
preferences with respect to
jewellery specifically jewellery from precious metals such as
gold, platinum and diamond etc.
The problem here would be to understand the consumers behaviour
towards branded jewellery
makers and the traditional jewellers.
Objectives of the Study
To compare branded and traditional jewellery segments of the
Indian Jewellery
industry.
To understand consumer perception and preferences towards
jewellery brands.
To understand the parameters consumer consider while purchasing
jewellery.
To know about the major players in the organised branded
jewellery segment.
8/2/2019 Consumer Behaviour- Roop
3/3
Research Methodology
Qualitative research would be conducted which would include in
depth study, review andanalysis of articles, research papers,
interviews and other published materials to gain deeper
understanding of the present scenario. This type of research
would help to understand the view
of businessmen and researchers and provide an idea of the future
developments of the jewellery
sector.
Type of Research
Exploratory
Qualitative
Sampling Frame
Parts of Bangalore mainly shivajinagar , MG road and Commercial
Street Region.
Data Collection
The primary data would be collected by conducting survey through
questionnaires with
a sample size ranging between 50 100 . The area of survey would
include parts of
Bangalore mainly shivajinagar, MG road and Commercial
Street.
