WORKING WOMEN PREFERENCE FOR JEWELLERY

FOUNDATION BUSINESS

PEARL ACADEMY

SUBMITTED TO- MRS VASUNDHRA H. GUPTA

MRS USHA AGGARWAL

SUBMITTED BY: APOORVA SAHU

SHAIVYA GUPTA

MAYANK KAJALA

SIDDHANT KOTHIWAL

TIKA RAM BANSAL

Acknowledgement

We would like to express our profound gratitude to all those who have been instrumental in the preparation of our report. We wish to place on records, our deep gratitude to our project guide, Mrs. Vasundhara H. Gupta and Usha Aggarwal for guiding us through this project with valuable and timely advice.Their criticism helped us making this project report better. We would also like to thank all the friends and colleagues for their constant help and support.

    Table of Contents

SR.NO. TOPIC PG.NO.Acknowledgement 2

1. Executive Summary 32. Chapter 1- Literature Review 4-13

1.1 History of Indian Jewellery 41.2 Types of jewellery in different periods of history 5-81.3 Current trends in Indian jewellery 8-91.4 Famous Indian Jewellery Brands 10-111.5 Structure of the Industry 111.6 Importance to the economy 11-121.7 Indian Jewellery Demand 12

3. Chapter 2-Research Problems 134. Chapter 3- Research Objectives 13

3.1 Main Objective 133.2 Sub-objectives 13

5. Chapter 4- Research Methodology 13-144.1 Research Design 134.2 Data Collection Method 134.2.1 Data Collection Tool 134.3. Sample Design 134.3.1 Sample Size 144.3.2 Sampling Technique 14

6. Chapter 5- Data Analysis and findings 14-215.1 Data Analysis5.2 Demographic Findings5.3 Psychographic Findings

7. Chapter 6- Conclusion 218. Chapter 7- Reference List 229. Chapter 8- Bibliography 2210 Chapter 9- Annexure (Questionnaire) 22-25

Executive Summary

History of Indian gems is as old as the historical backdrop of the nation itself. Around 5000 years back, the longing to embellish themselves moved in individuals, prompting the starting point of gems. From that point forward, Indian ladies and adornments have gone as an inseparable unit. There can't be a lady in India, who does not venerate herself with least gems. Truth be told, adornments is considered as security and glory of ladies in the nation. The fascination for adornments has been incredible in India that it is no more an art than a craftsmanship.

In India, adornments is intended to match with the clothing. The topic of its outline and the color of the adornments is thought seriously about while loving. To make gems more alluring, it is beaten by precious stones and different sorts of diamonds. Generally, Indian adornments has been made of overwhelming and voluminous gold pieces, however as of late gems made of silver, platinum and different metals has ended up truly mainstream among individuals. The prevalence of adornments made of stone, encrusted on metal, has become all the more as of late. In the accompanying lines, we will let you know about the various types of gems in India.

The ascent of uncommon and unexpected gemstones is inevitable. Multi-colored gemstones don't offer the same gigantic inherent esteem as the rarest precious stones, sapphires, rubies and emeralds, yet their charm is in their cost and their configuration potential. Expanded interest for individualistic adornments, coupled with value cognizance has implied fashioners are turning to minimal known diamonds for both surprising shade impacts and a similarity of reasonableness. The climbing costs of common valuable gemstones have put weight on diamond setters to discover options.

Demand for different types of gems and jewellery is influenced by several factors including buyers preferences, properties, varieties, unit values, application, etc. The GJ sector may be further categorized into the following sub- sectors based on characteristics, processing techniques, preciousness in terms of price range and marketability.

1. Gemstones

-Diamonds

-Colored Stones- precious, semi- precious, synthetic

2. Jewellery

-Plain Gold Jewellery

-Studded Jewellery

- Silver Jewellery

- Costume Jewellery

3. Pearls

1.Literature Review

1.1 History of Indian Jewelry

History of Indian gems is as old as the historical backdrop of the nation itself. Around 5000 years back, the longing to embellish themselves moved in individuals, prompting the starting point of gems. From that point forward, Indian ladies and adornments have gone as an inseparable unit. There can't be a lady in India, who does not venerate herself with least gems. Truth be told, adornments is considered as security and glory of ladies in the nation. The fascination for adornments has been incredible in India that it is no more an art than a craftsmanship.

Indian gems is novel in its outline and workmanship. In various types of customary move structures, gems has been a noteworthy part. Be it Bharatnatyam, Kuchipudi or Kathak, all have offered imperativeness to adornments in exhibiting the craftsman. The sheer number of things structuring the adornments of an Indian lady is various, running from hoops and accessories to pieces for beautifying the hair, hip, feet, and feet. Gems made with emeralds, precious stones, pearls, rubies, sapphires and different valuable and semi-valuable stones have been in practice for long.

The scope of adornments in India shifts from religious to absolutely tasteful sorts. It is created for people, as well as for the Gods, formal elephants and steeds. Illustrious class individuals have offered support to the craft of gems since aged times, when rajas and maharajas vied with one another to have the most dazzling and glorious pieces. Territorial contrasts might be seen really taking shape of adornments, contingent upon the distinctions in topography, individuals, society, and their lifestyle.

While the plans in robust gold gems of Tamil Nadu and Kerala are roused by nature, the Meenakari and Kundan styles of adornments making have been impacted by the Mughal tradition. At that point there is an enormous scope of silver dabs discovered all over India, particularly in Rajasthan, Gujarat, Madhya Pradesh and Himachal Pradesh. Their accessibility lead to the improvement of the dab adornments, prevalent till date.

While Assamese gems is affected by nearby greenery, Manipuri adornments creators make utilization of things like shells, creature hooks, teeth and valuable and semi-valuable stones. These enormous mixtures of trimmings bear confirmation to the fabulous expertise of the gem specialists and craftspeople of the nation. Indian adornments in Gold, precious stones, silver, sterling silver, valuable stones and semi-valuable stones is a fury everywhere throughout the world

1.2 Types of Jewelry In Different Periods Of Indian History

Custom of worshiping oneself with adornments is 5000 years of age in India. Indian ladies and adornments have constantly shaped an incredible consolidation. The convention is still alive and time has made it just a larger number of lively than prior. The specialty of making lovely trimmings, with delicacy and sharpness, has been created all through the chronicled times. Rulers and primitive offered

support to workmanship and specialists, to create the same to ideal. There is adornments for practically all the body parts, including neck, ear, nose, arms, lower legs, fingers, waist, hair separating, and so forth.

In India, adornments is intended to match with the clothing. The topic of its outline and the color of the adornments is thought seriously about while loving. To make gems more alluring, it is beaten by precious stones and different sorts of diamonds. Generally, Indian adornments has been made of overwhelming and voluminous gold pieces, however as of late gems made of silver, platinum and different metals has ended up truly mainstream among individuals. The prevalence of adornments made of stone, encrusted on metal, has become all the more as of late. In the accompanying lines, we will let you know about the various types of gems in India.

Obsolescent Jewelry

The adornments which is not in standard creation and of which the mode of generation is no more famous is known by the name of 'Obsolescent Jewelry.' This sort of gems has dull and unpleasant look, joined with an old world-world appeal, and this serves as the major USP of such gems.

Dot Jewelry

Dot workmanship in India is five thousand year old and goes once more to the time of Indus Valley Civilization. Individuals of that human progress used to make dabs out of gold, silver, copper, mud, ivory and even wood. The unearthed completed their turned out with completed and unfinished dots from the site.

Wedding Jewelry

India has extraordinary custom of wedding adornments. Made of prevalent metals and brilliant quality, adornments stresses the beauty of lady in products. Despite the fact that nowadays silver and platinum adornments is picking up fame, gold gems still holds the most ubiquity among Indians.

Custom Jewelry

Custom adornments is customized gems, which a client gets her made on her advantage and extravagant. This happens especially in situations where ready-made adornments does not match the taste of individual. Custom adornments gives downright flexibility to client about the specifics.

Style Jewelry

Style gems is likewise called outfit adornments, basically for the reason that it is not made of valuable metals and stones, rather lighter and less expensive material are utilized. Style gems is pattern cognizant and continues changing according to evolving needs.

Filigree Jewelry

Filigree work is carried out on silver and includes bunches of accuracy and detail, included with incredible measure of quietness and an eye for moment subtle elements. Truly, filigree work was very prominent in nations like Egypt, Italy, and Spain. India's history of filigree work retreats to ahead of schedule hundreds of years.

Gold Jewelry

Gold is a metal that baits a lot of people. It gives the security against any budgetary emergency, in light of its simple liquidity, and is additionally utilized by ladies for embellishing themselves. Generally, gold has been viewed as propitious among Hindus and is respected to be typical of Lakshmi, the Goddess of Wealth.

High quality adornments

Discussing adornments fabricating in India is on a par with discussing handcrafted gems in India. A real lump of adornments in the nation is made by autonomous experts. Generally additionally, a critical piece of adornments assembling has been carefully assembled gems.

Ivory Jewelry

Gems that is produced using the tusk of an elephant is called ivory adornments. Imperative of ivory adornments could be speculated from the way that in Gujarat, the lady gets an ivory bangle from her family just before marriage as gems. Amid wedding service wearing of ivory bangles is must for spouse.

Jadau Jewelry

Jadau Jewelry structures one of the significant illustrations of high gifted craftsmanship that was brought into India by Mughals. Truly talking, the custom of Jadau work has been in practice in the states of Rajasthan and Gujarat since the Mughal period. Jadau gems is likewise called engraved adornments.

Kundan Jewelry

Amid Mughal period, the specialty of kundan work arrived at Rajasthan from Delhi. Later on, experts from the distinctive piece of the nation relocated to the spot and made Rajasthan a center of Kundankari. Rulers and primitive masters offered support to the workmanship and it formed into flawlessness.

Lac Jewelry

Lac adornments, otherwise called polish gems, began in Rajasthan and has picked up extensive fame in India today. Lac gems is accessible in adaptable outlines, which add to its magnificence. Among the different things in lac gems, the bangles require an extraordinary notice.

Meenakari Jewelry

In Meenakari adornments, valuable stones are situated and after that enameled with gold. Verifiably talking, the craftsmanship was acquainted with Rajasthan artisans by Raja Mansingh of Amer. He welcomed Lahore-based talented artisans to his kingdom, and their intermixing with local people specialists brought about an amalgam.

Navratna Jewelry

In Navratna adornments, nine promising stones are utilized within a solitary decoration. The conviction behind this is that the nine stones together guarantee prosperity of the individual who wears it. In India, Navratna adornments has been given significant essentials, on account of its mysterious importance and its inborn appeal.

Pachchikam Jewelry

In the realm of design and outline, old patterns have a tendency to come over and over, however with slight progressions. Pachchikam jewelry making specialty is one of the samples of adornments that has returned at the end of the day. Began in Gujarat and Kutch, hundreds of years prior, Pachchikam gems has again gotten to be well known.

Silver Jewelry

Silver Jewelry, alongside gold gems, is very prevalent amongst Indian ladies. Trimmings made of silver, for example, rings, wrist trinkets, chains, neckbands, nose rings, hoops, toe rings, overwhelming kadas, and armlets, structure fundamental piece of Indian adornments.

Stone Jewelry

Gems studded with distinctive diamonds is truly prevalent among Indians. For reasons extending from otherworldly to tasteful to well being, gemstone gems has turned into the piece of life of Indian ladies and men both. These stone adornments are worn as per the individual's visionary graph and decision of planet.

Sanctuary Jewelry

Indian adornments workmanship is on occasion isolated into three sorts - sanctuary gems, profound gems and marriage gems. Sanctuary adornments of India at first used to be portrayed as the gems used to embellish the symbols of Gods and Goddesses. The statues In India were ornamented with stout neckbands.

Tribal Jewelry

Tribal adornments in India is truly rich. Every tribe has kept its special style of adornments in place even now. The first configuration of adornments outline has been safeguarded by ethnic tribal. Gems that is made of bone, wood, dirt, shells and unrefined metal, by tribals, is appealing, as well as holds a different natural appeal.

1.3 Current trends in Indian Jewelry

Workmanship, structural planning, technology...are all mixing into gems outlines more consistently than at any other time. Rama Sreekant covers gems patterns for 2014. When you think Cartier, you think creatures, and when you think Tiffany, you think engagement ring. Patterns are configuration bearings. They lead the best approach to making a recognizing variable for brands. At the two-day course sorted out by Trendvision Jewelry Forecasting and The Gem & Jewelry Export Promotion Council (GJEPC), yearning originators and the extravagance, retail diamonds and gems businesses talked about the significant constrains that will outline and shape the eventual fate of the business.

Colors and rarities

The ascent of uncommon and unexpected gemstones is inevitable. Multi-colored gemstones don't offer

the same gigantic inherent esteem as the rarest precious stones, sapphires, rubies and emeralds, yet

their charm is in their cost and their configuration potential. Expanded interest for individualistic

adornments, coupled with value cognizance has implied fashioners are turning to minimal known

diamonds for both surprising shade impacts and a similarity of reasonableness. The climbing costs of

common valuable gemstones have put weight on diamond setters to discover options. "Indian films and

famous people bear a more prominent impact on patterns. The motion picture, Jodha Akbar was

altogether finished with gems. Indian makers need to create more subject based gems pieces, which can

work in both Indian and global markets. Amrapali, the Indian gems organization is utilizing a ton of

unexpected shaded stones," says Sangeeta Dewan, Senior Design Consultant, Titan Industries. This

interest for color means that different gemstones have pulled in consideration and any semblance of

paraiba tourmalines, spinels, rubellites, pink sapphires and topaz are currently progressively looked for

after.

While cost and value change with style, gems moves at a calm pace. The most recent decade has seen

the specialty of the gem dealer truly thrive. Configuration and account have ended up so essential that

the unoriginal precious stone solitaire is just about a relic of past times. Rather, planners mean to

recount a story, make a temperament or catch a minute, in the same way a painter would approach his

work. In the expressions of originator Farah Khan, "outline is a movement that makes an interpretation

of plans into reality. Outline is never independent; it is the exertion of built up and finally finished

experts". The more youthful, urban and style cognizant populace in India requests selectiveness and

style, regarding gems. Today's gems outlines reflect the same pearls, shapes, and themes of past times,

yet with a turn. Toranj Mehta, Head of Marketing at Forevermark, De Beers says, "A lot of decision

prompts no decision. Planning is fanciful; we have to outline, not imitate. We are moving towards

outlining another future". With new methods for mounting gemstones, for example, undetectable and

pressure settings for precious stones, an interesting mixture of gemstones in clear settings, themes of

butterflies and mythical beasts, and a marginally less-fantastical adaptation of Art Nouveau—today,

development in gems commends persuasion and inventiveness

Less is more

With a movement in ethnic impacts, monetary stipulations, macro-business impacts and an inclination

for style over notions, the pattern is unmistakably moving towards moderate outlines. These, truth be

told, can put forth greater expressions than one may might suspect. This moderate pattern is insightful

and reevaluates the social foundations of today's quickly changing world. "Utilizing delicate,

unpretentious tones, for example, ash green, borealis grey hairs, new jade green and a startling

indication of Chinese veneer red, this pattern course is advanced and fastidious in style," says Vaishali

Banerjee, Country Manager-India, Platinum Guild International.

Independence and explanation toward oneself are the essential words, today. Pieces that reflect

surrealism, preposterous dream and the creative energy of option universes are popular. This shows the

always showing signs of change, multi-faceted and complex dispositions of today's consumerism. It

investigates the safety of generalizations and difficulties traditions. "Today, ladies search for particularity

and multifunctionality in pieces; asymmetry and flawed shapes put forth for incredible style

expressions," says Farah. Genuine extravagance, she finishes up, is having something not everybody can

have.

1.4 Famous Indian Jewellery Brands

Tanishq

Tanishq is India's biggest and quickest developing adornments brand. Tanishq has 75 boutiques in 55 urban communities the nation over with a premium scope of gold adornments studded with jewels or hued diamonds and a wide extend in 22kt unadulterated gold. Platinum adornments and creator

flatware are additionally a piece of the item go. Tanishq is one of India's biggest forte retailers and is changing the gems advertise in India.

Gili

Gili, the initially marked adornments of India, began in 1994. Its great outlines emphasizing a mix of Indian and western subtleties had made Gili adornments a marvelous sensation. Gili's enchanted gems had swooned purchasers all over the country. The Gili equation had worked in changing the individuals' recognition in regards to wearing Diamond gems just on exceptional events, and it was presently a regular undertaking as ladies grasped and acknowledged the Gili method for beautifying themselves.

Ddamas

Ddamas from the Gitanjali Group is one of the pioneers in marked adornments in India and a heading gems store offers a mixed bag of superb, fine adornments.

Ira

It is a brand claimed by Navinchandra and organization, one of India's biggest makers and exporters of precious stone adornments.

Orra

It is a piece of the Rosy Blue Group – the world's biggest precious stone assembling Company with a vicinity over fourteen nations headquartered in Antwerp. In India, right now Orra sparkles at 20 stores in 15 urban communities. They have been the biggest jewel adornments exporter from India for as far back as 12 years.

Nakshatra

It is a heading jewel adornments brand. The brand is possessed by the Diamond Trading Company, the world's heading jewel deals and showcasing organization.

Sangini

Sangini Diamond Jewellery is an alternate well known brand of the Diamond Trading Company.

Asmi

It is an alternate jewel adornments brand from the steady of Diamond Trading Company Kajol is the brand envoy of this organization.

Nirvana

It is focused at the style cognizant, cutting edge, free thinking lady, with stunning yet mid-evaluated scope of pendants, rings, hoops and arm ornaments. Malaika Arora Khan is Nirvana's Brand

Ambassador. Nirvana is available in all the heading shopping centers, departmental store networks and select gem dealers the across the country.

1.5 STRUCTURE OF THE INDUSTRY

Overview

The primary function of Gems and Jewellery (GJ) is to decorate and adorn. However, demand for different types of GJ is influenced by several factors including buyers preferences, properties, varieties, unit values, application, etc. The GJ sector may be further categorized into the following sub- sectors based on characteristics, processing techniques, preciousness in terms of price range and marketability.

1. Gemstones

-Diamonds

-Colored Stones- precious, semi- precious, synthetic

2. Jewellery

-Plain Gold Jewellery

-Studded Jewellery

- Silver Jewellery

- Costume Jewellery

3. Pearls

The two major segments of the GJ business in India are gold and diamond jewellery. While a predominant portion of rough, uncut diamonds processed in India in the form of either polished diamonds or finished diamond jewellery is exported. Preference for gold dominates the domestic jewellery demand. The domestic demand for gold jewellery is estimated at Rs. 390 billion in 2005, accounting for an estimated 80% of the Indian jewellery market of Rs. 490 billion. The balance comprises diamond jewellery (80 billion), and other fabricated jewellery (Rs. 20 billion).

1.6 Importance to Economy

The GJ industry has an important role in the Indian economy. While a predominant portion of gold jewellery manufactured in India is for domestic consumption, a predominant portion of rough, uncut diamonds processed in the form of either polished diamonds or finished diamond jewellery is exported. With an estimated consumption of 722 tonnes during calendar year or CY2005 (including jewellery consumption of 587 tonnes), India is the largest consumer of gold in the world. India is also estimated to hold nearly 14,000 tonnes of gold, accounting nearly 9% of the world's cumulative mine production.

Apart from its historical religious significance, gold is valued as an important savings and investment vehicle.

1.7 INDIAN JEWELLERY DEMAND

Domestic Gold Jewellery

From historic times, gold has played a pivotal role in the Indian social fabric. Even in present times, gold remains the Indian bride's 'Streedhan', the wealth she takes with her when she marries and which remains hers. Gold jewellery is the preferred jewellery worn by women in India irrespective of their religious beliefs. In marriages, gold jewellery is the gift preferred by the near relatives of the bride and the groom. Gold jewellery is very popular among farmers, with an upsurge in gold sales after a good agricultural season. Buying of gold is an important part of every stage of an Indian citizen's life- at birth, marriage, construction of home, festivals, religious ceremonies, setting up of new business, and death. Apart from its religious and social significance, gold is valued as an important savings and important savings and investment vehicle in India, and is the second preferred investment behind bank deposits.

Apart from its historical religious significance, gold circulates within the system and roughly 30% of gold jewellery fabrication is from recycled pieces. With an estimated consumption of 722 tonnes during 2005 (including jewellery consumption of 587 tonnes), Indian is the largest consumer of gold in the world.

India's gold jewellery demand is seasonal with the highest consumption during the festival and wedding season.

Domestic Diamond Jewellery

In the diamond business, Indian business are mostly present at the 'Beneficiate' level of the value chain where they are engaged in importing rough diamonds (or 'roughs') from mining companies, cutting and polishing roughs, and exporting them for further consumption in jewellery, etc.

The Indian domestic diamond jewellery market is estimated at around 80 billion per annum in retail value. The demand for jewellery is dependent on India's Gross Domestic Product's (GDP's) growth, which is expected to be high in the near future. Although accurate and oficial data is not available, while China ranks sixth in the world in terms of diamond jewellery retail value, ahead of India which is in seventh place, India ranks third in terms of diamond value, while China holds the seventh position. Because of increased disposable income and aggressive promotion strategies by the diamond industry, Indian diamond jewellery demand has increased significantly in recent years- from 19.7 billion in 1995 to around 80 billion in 2005. The diamond content in the retail value has remained stable at around 71%. In 1992, a poll conducted by the Diamond Trading Corporation (DTC) examined the buying preferences of Indian women in its Ideal target market, and discovered that only 10% of the women surveyed described diamonds as their preferred type of jewellery. By comparison, gold was preferred by 67% of the women surveyed. Since then, the situation has changed considerably, in part because of an industry-led consumer advertising campaign. A study similar to one carried out in 1992 was conducted in 2002. The

survey showed that 43% of the women in the same socio-economic groups 1identified diamonds jewellery as their first preference, compared with 34% for gold jewellery.

2. Research Problem

After doing secondary research, these are the problems that were faced-

What is the preference of working women between original and artificial jewellery? Which stone is preferred the most by working women while buying jewellery? Whether they prefer buying jewellery as an investment? When do the working women wear jewellery?

3. Research Objective

On the basis of the research problems discussed above, these few research objectives were framed-

3.1 Main Objective: To determine the most important factor while buying jewellery by working women in Delhi.

3.2 Sub-Objectives:

To study working women preference between original and artificial jewellery. To study working women preference of stones while buying jewellery. To study current trends in jewellery industry.

4. Research Methodology

4.1 Research Design

Methodology used for the research is descriptive as it explains the characteristics of the topic being studied.

4.2 Data Collection Method

Literature review was collected by secondary sources followed by a questionnaire for primary research.

4.2.1 Data Collection Tools

The secondary research was sourced via internet and book and the primary research was conducted through questionnaires.

4.3 Sample Design

The sample group for the study is 'working women' in Delhi. The demographic factors are age, marital status, education level and monthly income.

4.3.1 Sample Size: 50 respondents

4.3.2. Sampling Technique: Convenient non-probability sampling

5. Data Analysis and Findings

5.1 Data Analysis: Various statistical tools were used for data analysis. Pie charts were made for demographic factors and pie charts and bar graphs were made for psychographic factors. Correlation and mean were also applied.

5.2 Findings:

5.2.1 DEMOGRAPHIC FINDINGS

28%

30%

24%

18%

AGE20-25 25-30 30-35 35 OR MORE

Age:

Majority of the respondents were within the age of 25-30(30%). It shows that 28% working women were 20-25 years old, 24% working women were 30-35 years old and the other 18% were 35 or above.

36%

54%

2%8%

MARITAL STATUSSINGLE MARRIED SEPARATED DIVORCED

Marital Status:

Majority of the respondents, 54%, were married, 36% were single, 8% were separated and 2% were divorced.

22%

64%

14%

EDUCATIONBachelor's Post-Graduate M Phil/PhD

Education Level:

This question tells us that 64% of the respondents were post-graduate, 22% were bachelor's and 14% were M. Phil/PhD.

32%

42%

16%

10%

MONTHLY INCOMELess than 30000 30000-6000060000-90000 90000 or above

Monthly Income:

We can see that 42% of the respondents have their income of 30000-60000,32% have less than 30000, 16% have it 60000-90000 and 10% have it 90000 or above.

5.2.2 PSYCHOGRAPHIC FINDINGS

64%20%

6%10%

MATERIAL PREFERREDGold Platinum Silver Artificial

Material Preferred:

This helps to know that what kind of material is preferred most by the respondents while buying jewellery. 64% of them prefer gold, 20% of them prefer platinum , 10% of them prefer artificial and 6% of them prefer silver.

42%

22%

34%

2%

INFLUENCE IN DECISION MAKING

SELF FRIENDS FAMILY OTHERS

Influence in decision making:

42% of the respondents are self influenced while buying jewellery, 34% are influenced by their family while buying jewellery, 22% are influenced by their friends and 2% are influenced by others.

18%

58%

24%

PURCHASINGOnce in 3 months Once in 6 months Once in a year

Purchasing:

This question helps to know how often do the respondents purchase jewellery. 58% of the respondents purchase jewellery once in 6 months, 24% purchase jewellery once in a year and 18% purchase jewellery once in a year.

42%

16%

42%

USAGEEveryday On WorkOnly on special occassions

Usage:

This question helps us to know when do the respondents prefer wearing jewellery. 42% wear jewellery, 42% wear jewellery only on special occasions and 16% wear jewellery on work.

60%12%

20%

4% 4%

STONES PREFERREDDiamonds RubyPearl SapphireEmerald Others(Please specify)

Stones Preferred:

This question helps us to know that what stones do the respondents prefer while purchasing jewellery. 60% of the respondents prefer diamonds, 20% prefer pearl, 12% prefer ruby, 4% prefer sapphire, 4% prefer emerald and 0% prefer others.

44%

8%

48%

PREFERRED DESIGNERLocal jeweller known Internationally BrandedNo preferred brand

Preferred designer:

48% of the respondents have no preferred brand, 44% buy from local jeweler and 8% from internationally branded jewellery.

34%

36%

30%

IDEAS FROM INTERNETYes, already used No, but would consider itNo, would never use it

Ideas from internet:

This question helps us to know that respondents take ideas for a jewellery purchase from internet or not. 36% have not taken ideas from internet but would consider it. 34% have already taken ideas from internet and 30% would never use internet for ideas.

14%

40%46%

ONLINE PURCHASEYes, already purchasedNo, but would consider itNo, would never purchase online

Online Purchase:

This question helps us to know whether respondents have purchased or would purchase jewellery online or not. 46% of them would never purchase jewellery online, 40% of them haven't purchased jewellery online but would consider it and 14% of them have already purchased jewellery.

68%

32%

INVESTMENTYes No

Investment:

This question help us to know whether working women prefer buying jewellery as an investment rather than a simple purchase. 68% of them prefer buying jewellery as an investment and 32% of them prefer buying jewellery as a simple purchase.

INTERPRETATIONS:

STYLE/DESIGN

PRICE

BRAND

PROMOTIONS AND OFFER

PURITY

LOCATION

0 10 20 30 40 50

IMPORTANCE

Not at all ImpSomewhat ImpSlightly ImpImpVery Imp

Importance:

As the mean of the style/ design is the highest, i.e. nearly equal to 5, therefore, style/ design is the most important factor for the respondents while buying jewellery.

Q1 and 9. Age and stones preferred:

Correlation between age and stones preferred= -0.162426279

As the correlation between these two factors is not high so these factors are not interrelated to each other and don't affect each other.

Q4 and Q15. Monthly Income and investment:

Correlation between monthly income and investment: 0.245199272

As the correlation between these two factors is not high so these factors are not interrelated to each other and don't affect each other.

Nakshatra

D'Damas

Nirvana

Malabar

Tanishq

Ratin

gs

0 5 10 15 20 25 30

RATINGS

Series5Series4Series3Series2Series1

Brand Ratings:

As the mean of Tanishq is the highest i.e., 4.04, it is the most preferred brand.

6. Conclusion

After the survey it was found that most of the respondents were around the age 25-30 and married. Most of the respondents were post graduate. Their monthly income was 30000-60000.

After the data analysis, it was concluded that gold was the most preferred material and most of them are influenced by their families while buying jewellery. Most of them purchase jewellery once in 6 months. 42% wear jewellery everyday and 42% wear jewellery only on special occassions. Diamond is the most preferred stone while buying jewellery. Style/Design of the jewllery is the most important factor while buying jewellery by working women. Most of them have no preferred brand of jewellery. Most of them haven't taken ideas from internet for jewellery but would consider it. Most of them haven't purchased jewellery online but would consider it. Most of them buy jewellery as an investment. The most preferred brand is Tanishq.

7. Reference List

Mukherjee, Ishita, 2008. Gems and Jewellery Industry Global and Indian Scenario. 1st ed. India: Icfai University Press.

URL: http://daagina.com/Indina_Jewellry_History.pdf

URL: http://www.dnaindia.com/lifestyle/report-jewellery-trends-2014-1967824

8. Bibliography

www.daagina.com

www.dnaindia.com

Gems and Jewellery Industry Global and Indian Scenario

Annexure-

Questionnaire:

Q1. How old are you?

o 20-25

o 25-30o 30-35o 35 or more

Q2. What's your marital status?

o Singleo Marriedo Separatedo Divorced

Q3. What's your education level?

o Bachelorso Post- Graduateo M Phil/PhD

Q4. What is your monthly income?

o Less than 30000o 30000-60000o 60000-90000o 90000 or above

Q5. What material do you prefer the most?

o Goldo Platinumo Silvero Artificial

Q6. While purchasing jewellery who influences your decision the most?

o Selfo Friendso Familyo Others

Q7.How often do you purchase jewellery?

o Once in 3 monthso Once in 6 monthso Once in a year

Q8. When do you wear jewellery (i.e. on what occasions)?

o Everydayo On worko Only on special occasions

Q9. What is your preference of stones in jewellery you purchase or have purchased for you?

o Diamondso Rubyo Pearlo Sapphireo Emeraldo Others (Please Specify)

Q10. How important are the following aspects to you while buying jewellery?

Very Important

Important Slightly Important

Somewhat Important

Not at all important

Style/DesignPriceBrandPromotions and offerPurityLocation

Q11. Do you have any preference for any specific jewellery designer?

o I only buy from local jewelers known or recommended to meo I only buy internationally branded jewelleryo I do not have any preferred brand of jewellery

Q12.Have you ever or would you consider using the Internet to give you ideas for a jewellery purchase?

o Yes, I have already used the Internet to find ideaso No, I haven’t used the Internet to find ideas but I would consider ito No, I would never use the Internet to find ideas

Q13. Have you ever or would you consider ordering a piece of jewellery over the internet?

o Yes, I have already ordered a piece of jewellery over the Interneto No, I haven't ordered a piece of jewellery over the internet but I would consider it

o No, I would never use the internet to order a piece of jewellery

Q14.Rate the following brands out of 5.

BRANDS RATINGSNakshatraD'damasNirvanaMalabarTanishq

Q15. Do you prefer buying jewellery as an investment rather than a simple purchase?

o Yeso No