MALABAR GOLD

Presented by: Upma joshi Kapil vardani Rakesh kumar jangir Mohd. Arish Om Prakash Verma

SYNOPSIS Objective: To know the preference of Jewellery

among women. Researchers: Upma, Kapil, Rakesh,Om Prakash,

Mohd.Arish Research guide :Prof.A.k.gupta Mr.Narayan Iyer Project duration:35 days Area of research: Sample unit: women Sample size:25 Methodology: (random sampling)descriptive

research and conclusive research by questionnaire.

CONTENTS Design of study Gold industry Malabar gold Consumer behaviour Consumer bheviour analysis of customer

malabar gold Finding and suggestion list of the graphs List of the table

DESIGN OF THE STUDY Introduction to the study: Society is

a diversified in all aspects. We see this among consumers, marketers, producers and even among consumer behaviour from theoretical aspects.

The study of consumer behaviour enables marketer to predict consumer behaviour in the market; it also produces under standing of the role that consumption has in the lives of individualss

CONTD…………… Consumer behaviour has become an

integral part of strategic market planning. The belief that ethics and responsibility should also be integral components of every marketing concept, which calls on marketer to fulfil the needs of their target market in ways that improve society as a whole.

Consumer research is the methodology used to study consumer behaviour.

OBJECTIVE To analyze the bheviour of customer

malabar gold. To know the motivating factors of

consumers in purchasing products of Malabar Gold.

To know how brand preference is formed in purchasing Malabar Gold’s ornaments among consumers.

To analyse marketing strategies of Malabar Gold.

To analyse marketing strategies of Malabar Gold.

To ascertain the level of brand loyalty and brand image associated by consumer with a brand name ‘Malabar Gold’ and the reason for this.

To measure the level of satisfaction of customers of Malabar Gold.

To study the consumer perception towards Malabar Gold.

STATEMENT OF PROBLEM

Launched new outlets

Consumer behavior

Purchase decision

Post purchase behavior

results

SCOPE OF STUDYThis study helps in finding out:

Malabar Gold as against other competitors.   Positioning of Malabar Gold as a reputed jewellery

showroom.   How effective has the company’s marketing

strategy of low making charge, with offering a whole lot of unique features provided in the market.

METHODOLOGY FOR DATA COLLECTION

Source of data:

There are broadly two types of data available to a researcher. They are;

(a) Primary data (b) Secondary data

sampling 

LIMITATION OF THE STUDY

Time limitation for compelling the project.

The data obtained in some cases may be biased.

Difficulty in communication within the city while conducting the surve

The information obtained from the consumers based on questionnaires was assumed to be factual.

  Since the survey is based on sampling method, it does

not disclose the character of the entire customers.

 

GOLD INDUSTRY Introduction History Application Jewellary Monetary exchange Occurrence Gold minerals Production Price Current demand and supply Factor influencess

GOLD INDUSTRY IN INDIA

India is the largest consumer of gold in the world followed by China and Japan.

India is emerging as world’s largest trading centre of gold with a target of US$18 bn set for 2011.

India dominates the world’s cut and polished diamonds (CPD) market.

CONTD………

In value terms, the country accounts for approximately 55% of global polished diamond market and nearly 9% of the jewellery market.

Surat contributes 90% of India’s total diamond exports.

India’s domestics branded jewellery market is estimated at Rs 600-700 crores. 

There are 13 bullion importing bank in India.

MALABAR GOLD Introduction History Area of operations Management and staff: Sales Manager: Mr Chandra Shekaran

Nair. Purchase Manager: Mr Shahid P.C. Accountant: Mr Thomas. Packing Manager: Mr Shaji K

SPECIAL FEATURES OF MALABAR GOLD

Exclusive showroom for 100% BIS hallmarked 916 gold collections.

A vast array of modern designer collections from India, Singapore, Europe, Middle East etc.

Lifelong guarantee and free maintenance for gold ornaments.

Exclusive collections of MG diamonds. 2 years international warranty and after sale service for

Swiss made watches. International Gemological Institute’s certificate for

diamond ornaments. PGI certificate for platinum ornaments. Availability of well trained professional sales executive.

MISSION OF THE ORGANIZATION

To provide employment opportunity to educated people.

  To training to unskilled persons.

To provide employment to persons from rural area.

  To provide good quality products at

reasonable price.

To give customers the best value for their money.

To provide good working conditions.

DETAILS OF MALABAR COLLECTION

The exclusive collection Malabar gold include:

World class designer jewellery from Italy, Turkey, Korea, Bahrain and Singapore.

Traditional jewelleries from Karnataka and Kerala.

Royal Mughal collections Karachi bangles. Calcutta collections. Rajkot collections. Zara collections

ANALYSIS OF CONSUMER MALABAR GOLD

Category No of Respondents Percentage

Male Femaletotal

1090100

10%90%100%

TABLE:2

Income group No of respodents percentage

Below12000 10 10

12000-16000 30 30

16000-20000 40 40

Above 20000 50 100

total 20 20

TABLE NO :3

Status No of Respondents percentage

Unmarried 12 12%

Married 88 88%

Total 50 50%

PRODUCT PURCHASED MALABAR GOLD

gold watch pentium diamond0

1

2

3

4

5

6

Series 1Series 2Series 3

FINDINGS AND SUGGESTIONS

Most of the respondents are females. Customers of Malabar Gold are mainly from upper class and

upper middle class families. Most of the purchasers of Malabar Gold are mainly youngsters. Malabar Gold has got large no. of gold ornaments customers. Only a few customers are not aware of products other then

gold available in Malabar Gold. The making charges of Malabar Gold are satisfactory according

to the respondents. Television is the advertising media through which large no. of

customers came to know about Malabar Gold. Factors like company image, quality, advertisement,

collections have equally influenced the purchase.

SUGGESTION Malabar Gold customers are business people and have

high income, so it should be better to frame promotion programs targeting the lower class people.

With regard to advertising, the company should focus on persuasive advertising highlighting the unique feature and benefits of their products.

Only a few customers had purchased watch, diamonds and platinum ornaments, so a special attention should be paid in these areas.

Among the service facilities, respondents suggest to improve parking facility.

More advertisement should be made in media other than television.

Steps should be taken to attract more male customers.

CONCLUSION To conclude the overall responses of the customers

of Malabar Gold is good. The overall performances in all areas are satisfactory.

  During the study it was found that the following

factors such as making charges, salesman responsiveness, ornaments designs, price etc. has satisfactorily influenced consumer behaviour.

  Further, there is some kind of promotion activities

required to hold the present customers and make new customers.

REFERENCES Marketing Management – Kotler & Keller

Marketing Management - A. Vinod

Consumer Behaviour – Matin Khan  Company profile and magazines

Business world