REPORT

ON
CUSTOMER SATISFACTION SURVEY IN TANISHQ
JEWELLERY

Submitted in Partial Fulfillment of the requirements for the

PGDBA
SESSION : JULY 2013- JUNE 2017

GUIDE NAME : MR. ALOK RANJAN

RBM, TITAN (BIHAR AND JHARKHAND)
STUDENT NAME : KUMARI ARCHANA
REG.NO.201309717
(MARKETING MANAGEMENT)
SEMESTER IV

SYMBIOSIS CENTRE FOR DISTANCE

LEARNING, PUNE-

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 ACKNOWLEDGEMENT

Before we get into thick of things, I would like to add a few words of
appreciation for the people who have been a part of this project right from its
inception. The writing of this project has been one of the significant academic
challenges I have faced and without the support, patience, and guidance of the
people involved, this task would not have been completed. It is to them I owe my
deepest gratitude.
I hereby take this opportunity to add a special note of thanks for Mr. Alok
Ranjan, RBM, TITAN, who undertook to act as my mentor despite his many
other academic and professional commitments. His wisdom, knowledge, and
commitment to the highest standards inspired and motivated me. Without his
insight, support, and energy, this project wouldnt have kick-started and neither
would have reached fruitfulness.

Date: 29.12.2015 KUMARI ARCHANA

PGDBA, IV SEM
Reg. No. 201309717

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 DECLARATION

Kumari. Archana declaring that all the information given in this Dissertation report

is given true and correct far as I know. I am also declaring that all the work in this

Dissertation is done by me and not copied from anywhere.

Kumari Archana
PGDBA, IV Sem
Marketing Management
DATE-29.12.2015

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 TITLE

S.No.

8 Introduction 1.
9 Executive Summary 2.
10 Objective of study 3.
11 Scope of the Study 4.
12 Theoretical Perspective 5.
13 Industry profile 6.
14 Company profile 7.
19 Consumer behaviour 8.
23 Product and Department 9.
34 Marketing Department 10.
47 Research Methodology 11.
48 Analysis of Data 12.
57 Finding 13.
58 Suggestion 14.
60 Conclusion 15.
62 Limitation 16.
64 Bibliography 17.
66 Annexure ( Reference , Questionnaire) 18.

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 INTRODUCTION

This training program is designed with a view to enable the student to have an
exposure and work experience in the field.

As a student of PGDBA., I underwent training at TANISHQ JEWELLERY.

Here, I am submitting the report of the institutional training. A detailed

working experience that I have gained during the training in various departments of
Tanishq, Hosur is presented. I have also given a brief profile of the organization to
which I have been deputed as a trainee.

A study on functional areas in the Tanishq jewellery ltd., deals with all the
functional departments of the company. All the departments play a vital role in the
company, each department performs separate task but they are inter related with each
other.

In order to make the work efficient the individual should be trained well.
Training is used as a tool for that and training differs based on curriculum and job
profile of each individual. The employees are given training in the organization to do
their work very easily.

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 EXECUTIVE SUMMARY

Tanishq main purpose is core competency is in designing a wide range of

product ,they were the first to come up with the data of Karat metre which proves the
quality of gold to win the trust of customer and Indian brands can make a big global
market is Tanishq from Tata Group of industry ,Tanishq is the largest most desirable
and fastest growing jewellery brand in India, when is today's is India's most aspiration
fine jewellery brand with exclusive range of equally spectacular jewellery in 22 carat
pure gold exclusive platinum jewellery is also provided by Tanishq in better range,
also having more than 150 stores in India which provide different collection and also
exclusive design to customers in better quality and better range than others do poster
presentation in market ,Tanishq will use shop in shop concept this reduce the
distribution cost and also for the customer it remains a Tanishq store and helps us get
a foot into the market

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 OBJECTIVES OF THE STUDY

To study the functional areas.

To get an industrial exposure.
To learn the organizational activities.
To gain knowledge about the company.
To have an interaction with the industry people.

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 SCOPE OF THE STUDY

The scope of study defines the parameter of project the influence of retailers
on customer buying decision and also the scope of customer satisfaction survey is to
satisfy the customer in many way ,Tanishq also provide different cards call
membership cards and other schemes to to satisfy the customer and also Tanishq gives
different offers to attract the customers, mainly the goal of a Tanishq satisfy the
customer in quality and in service .

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 THEORETICAL PROSPECTIVE

Prospect theory is a behavioral economic theory that describes the way people
choose between probabilistic alternatives that involve risk, where the probabilities of
outcomes are known. The theory states that people make decisions based on the
potential value of losses and gains rather than the final outcome, and that people
evaluate these losses and gains using certain heuristics. The model is descriptive: it
tries to model real-life choices, rather than optimal decisions, as normative models do.

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 INDUSTRY PROFILE

Tanishq was coined from a combination of Tata/Tamil Nadu and Nishq (meaning a
necklace of gold coins) and, again, from Tan, meaning body and Ishq, meaning love.

It was launched in 1994 as a range of jewellery and jewellery watches meant for the
European & American markets. But things began to change globally around this time,
and the West entered a protracted period of slow economic growth followed by
recession. Supplying jewellery to the Americans & Europeans suddenly no longer
seemed an attractive proposition.

Initially, the criticism for Titans foray into jewellery was loud and often bitter.
Eventually, however, the critics were silenced. Tanishq, today, is perhaps the only
major Tata brand with a strong appeal for women. Very importantly, Tanishq has
brought to the market a whole new standard of business ethics and product reliability,
in the process bringing about a transformation in the manner in which jewellery is
bought and sold in India.

It has created a revolution in the Indian jewellery trade and in jewellery buying
behavior, and continues to set new parameters of excellence for others to follow.

The Indian market, on the other hand, opened its doors to the world, and was now
flooded with foreign currency. By the time Tanishq established its manufacturing
facility and entered the market, the premises on which the project was based had
altered substantially.

Foreign currency was no longer an issue, import licenses were easy to obtain and the
global demand-supply equation for jewellery had shifted in favors of buyers. Tanishq,
therefore, switched tracks and shifted its focus to the Indian market and develop a
somewhat grandiose vision of the brand as a composite avatar of Cartier, Tiffany,
Esprit, and Ernest Jones all rolled in one.

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COMPANY PROFILE

Tanishq is India's largest, most desirable and fastest growing jewellery brand in India.
Started in 1995, Tanishq is the jewellery business group of Titan Industries Ltd -
promoted by the TATA group, India's most respected and widely diversified business
conglomerate. It is located in Hosur (spicot).

This year marks a decade of successful innings for Tanishq. With retail sales of 1200
crore last years and gunning for 2000 crores this year, Tanishq has arrived in the
Indian jewellery market. It is a story of a successful Indian enterprise, which has
delivered value to its customers and shareholders in a complex category, marked by
its completely localized front end as well as back end.

Tanishq has set up production and sourcing bases with through research of the jewelry
crafts of India. jewellery at Tanishq is crafted in one of the world's most modern
factories. The factory complies with all labour and environmental standards. Located
at Hosur, Tamil Nadu, the 1, 35,000 sq. ft. factory is equipped with the latest and most
modern machinery and equipment. Every product at Tanishq is painstakingly crafted
to perfection. Diligent care and quality processes ensure that the Tanishq finish is
unmatched by any other jeweller in the country.

Tanishq challenged the age-old jeweller's word with TATA's guaranteed purity. It
exploded the market with facts about rampant impurity across India. It introduced
technology-backed challenge in a category completely governed by individual trust.
Tanishq introduced innovations like Karatmeter, the only non destructive means to
check the purity of gold.

Tanishq also introduced professional retailing in the dis-organised Indian jewellery

bazaar, where women can shop with comfort and peace, without worrying about the

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 purity of the jewelry they are buying, as well as, select from the best jewellery
collections available in the Indian market.

Tanishq today is India's most aspirational fine jewellery brand with 91 stores in 64
cities, with an exquisite range of gold jewelry studded with diamonds or coloured
gems and a wide range of equally spectacular jewelry in 22Kt pure gold. Exquisite
platinum jewelry is also part of the product range.

Jewellery is one of the last great commodity frontiers in India; it has remained so
because this market is very fragmented, very unorganized. Tanishq has successfully
taken on the challenges of transforming this frontier into a reliable consumer space
by bringing to it all the virtues and benefits that branding offers".

- Harish Baht, CEO, Tanishq.

Swot analysis

Strength Weakness

Capture Rs 70,000 crore.

Purity. Escalated gold cost lower margin.
Distribution network and retailing stores.
Award winning deposit.
Diversity in jewellery / gold / diamond /
platinum.
Competitive price.

Opportunities Threats

Global market. Competition.

Low cost jewellery. Lack of skilled workers.
Customized jewellery design. Gold are not seen as a source of
Concentrate on gen-x by having trendy investment.
jewellery.
Expand retail store.

Vision Statement:

Vision:

To be innovative world class, contemporary and build Indias most desirable

brands.
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Customer focus:
Titan passionate about understanding customer needs and expectation
delighting a customer is therefore a nature outcome.
Creativity and innovation:
They were ideas company creativity and innovations are lifeblood.
Performance culture and team work:
They dare to dream big and work together to realize it. High performance is a
way of life with them.
Quality:
They will attain and maintain excellence in all that they do.
Wealth creation:
They ensure creation of value in all that they do for stake holders.
Respect and care for the individual:
They value every Titanium and strive to fulfill his/her needs and aspiration.

Corporate citizenship:
They care about the environment and the community; they live in and will
invest a part of their resources in improving them.

Mission Statement:

Titan seeks to achieve these value goals through a focused pursuit of outstanding
quality in both the ends that we target and the means that we adopt. Titan encourages
and enables individuals and groups to realize their fullest potential through rationality
and creativity, cerebration and passion, transparency and informality, pride in the past
and excitement about the future.

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 FUNCTIONAL AREAS OF TANISHQ JEWELLERS

Production.

Human resource.

Marketing.

Finance.

Systems.

Research and development.

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CONSUMER BEHAVIOR

Consumer behavior is the study of how people buy, what they buy,
when they buy and why they buy. It blends elements from psychology,
sociology, sociopsychology, anthropology and economics. It attempts to
understand the buyer decision processes/buyer decision making process,
both individually and in groups. It studies characteristics of individual
consumers such as demographics, psychographics, and behavioral
variables in an attempt to understand people's wants. It also tries to assess
influences on the consumer from groups such as family, friends, reference
groups, and society in general.

Belch and Belch define consumer behavior as 'the process and

activities people engage in when searching for, selecting, purchasing,
using, evaluating, and disposing of products and services so as to satisfy
their needs and desires'.

BUYER

Although it is important for the firm to understand the buyer and

accordingly evolve it marketing strategy, the buyer or consumer continues
to be an enigma sometimes responding the way the marketer wants and
on other occasions just refusing to buy the product from the same
marketer. For this reason, ht buyers mind has been termed as a black box,
the marketer provides stimuli but he is uncertain of the buyers response.
This stimulus is a combination of product, brand name,

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colour, style, packaging, intangible services, merchandizing, shelf
display, advertising, distribution, publicity and so forth.
Further todays customer is being greatly influenced by the media
especially electronic. Technological developments in the field of
information, biotechnology and genetics, and intensive competitions in
all products and services are also impacting consumer choices.

FACTORS INFLUENCIG CONSUMER BEHAVIOR

The factors that influence consumer behavior can be classified into

internal factors and external environmental factors. External factors do
not affect the decision process directly, but percolate or filter through the
individual determinants, to influence the decision process. The individual
determinants that affect consumer behavior are:

Motivation and involvement

Attitudes

Personality and self concept

Learning and memory

Information processing

Cultural influences

Sub-cultural influences

Social class influences

Social group influences

Family influences

Personal influences

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MODELS OF CONSUMER BEHAVIOR

We have already seen that there are many factors which influence the
decision making of consumers. There are various consumer models
which help in the under standing of consumer behavior. They are
formulated by different economist and management scientist based on
various ideas. They are:

Economic Model

Psychological Model

Input process output Model

Sociological Model

Hawrath Sheth Model

Sociological Model

Engel-Blackwell-Kollath Model

Model of family decision making

Nicosia Model

A model of industrial buying behavior

 SELECTION AND PURCHASE

As the number of product and brands are increasing in the market, so

are the retail outlets and it becomes very confusing for the customers to
choose the retail stores. The selecting of a retail store also involves almost
the same process as selecting a brand. A retail outlet relates to a service or
a product which caters to the consumer. The retail trade occurs from the
stores but, it also occurs from catalogues, direct mail via print media,
television and radio. Retailing is also done in weekly markets which are
put up in different areas of a city on different days. It is also done from
consumer, by means of various media. It has become very challenging
and exciting, both for consumers and marketers. The consumer may give
first preference to the store or the product or, he may give equal
importance to both. Sometimes one prefers a store first, where he can get
friendly and logical advice to buy the product or brand of second priority,
if he is assured of proper service and proper guidance, rather than buying
a product of his choice on first priority and missing out on other important
aspects of purchase.

PURCHASE BEHAVIOR

We have seen that in many products, decision-making is a very lengthy

process, and takes a very long time. The problem is recognized and a lot of
information is gathered. After this is done, the last two stages of decision-making,
that is, the purchase and post purchase come into play. Purchase is very important
as it generates revenue, and post purchase gives us an idea of the likes and
dislikes of the consumer. Post purchase behavior also establishes s link between
the marketer and the target market segment.
Purchase is important to the marketer as the product was planned, produced,
priced, promoted and distributed after a lot of effort. If purchase does not take
place, the marketer has failed in his marketing effort. He then needs to change the
marketing mix. He has to change entire strategy, as the ultimate aim of the
marketer is to float a product which will generate revenue and bring satisfaction
to the customers. Purchase is important for his success, for achieving his
objectives and for formulating competitive strategies against the competitors. It
marks the end of his search, end of his efforts and chooses the brand of his choice
for expected benefits.

POST PURCHASE BEHAVIOR

It is important for the marketer to know whether his product is liked

by the consumer or not. He wants the feedback about his product so that
corrective action, if necessary, can be taken, and the marketing mix be
modified accordingly. Post purchase behavior is the reaction of the
consumers; it gives an idea of his likes and dislikes, preferences and
attitudes and satisfaction towards the product. It indicates whether or not
the purchase motives have been achieved. Purchase is the means and post
purchase is the end. Post purchase behavior indicates whether or not
repeat purchase will be made. Whether the customer will recommend the
product to others or not. It indicates whether long term profits can or
cannot be expected. All this can be found out by the post purchase
behavior or the customers. Post purchase is the last phase in the decision-
making proces
 PRODUCTION DEPARTMENT

PRODUCT LINE AND COLLECTION

Tanishq Diamonds

The sparkle of diamonds has always attracted the human eye.

Finding your perfect piece of diamond jewellery is an exhilarating and unique

experience. As with any significant purchase, it is important that you make an
educated decision.

Cut and crafted with utmost care, Tanishq diamonds come with a certificate of
authenticity, stating the caratage, colour and clarity of the stone, to enable you to
know exactly what you are paying for.

No gemstone expresses human emotions more powerfully than a diamond and

Tanishq transforms these precious stones into breathtaking masterpieces, each unique
and splendid in design. When it comes to diamonds at Tanishq you will be spoilt for
choice from many collections we have to offer.

Tanishq Gold

From the traditional harams, mangalsutras and thalis to the more fashionable earrings,
chains, bracelets and rings, there is a lot to choose from at Tanishq.

In India Gold has always been associated with security and is the most valuable form
of investment. However, it has been observed that consumer is an easy target to
several malpractices like under karatage, under valuation of the gold sold and unfair
buy back policies due to the lack of awareness about these issues.

Tanishq propagates ethical practices not only by assuring the customer purity and
selling policies, but also fair policies to the karigars who craft the jewelry

Tanishq's designs in Pure 22k gold are not only unique, expressing the wearer's
individuality but each piece is subject to the intricate process of design, crafting and
stone setting with stringent quality standards at every point. At Tanishq, we cater to
every occasion. Our collections in gold abound from the grandiose wedding collection
to exotic kundan and polki, from the stunning Aarka collections to the exclusive
Nakashi work. We ensure that we have something for everyone with our baby range, 9
to 5 for the working woman and high fashion, men's wear, teen's collection and
regional specific designs.

Tanishq Platinum

Metal at its best.

Pure

Platinum's purity endows it with a brilliant white luster. This helps to reflect the true
radiance of diamonds. Because it is generally 95% pure (18 karat gold is 75% pure),
platinum jewelry does not fade or tarnish and keeps its looks for a lifetime.

Rare

Platinum is rare, the coveted treasure of discerning individuals. There is very little
platinum on this earth and it is found in very few places around the world. This
exquisite metal is 30 times rarer than gold. Platinum's rarity makes it exclusive and
distinctive - a celebration of your individuality.

Eternal

Platinum jewellery is the perfect choice for a lifetime of everyday wear. Platinum
does not wear away and holds precious stones firmly and securely. All precious metals
can scratch, and platinum is no exception. However, the scratch on a platinum piece is
merely a displacement of the metal and none of its volume is lost.

Some of the world's most famous gems are set in platinum, such as the Kohinoor
diamond, part of the British crown jewels.

Platinum and White Gold are distinctly different materials and must not be confused.
Platinum is a metallic element while White Gold is a Gold alloy, which gets its white
colour due to palladium or nickel.
Tanishq's Platinum represents excellent value for money. The price may be higher
than a similar item in gold but platinum is pure, rare, enduring, beautiful, luxurious,
classic, and the perfect host for diamonds; precious qualities that make it worth
paying that little bit extra for.

THE COLLECTIONS
Gold collection; There are different collection in gold to satisfy the
coustomer need such as divayam collection ,antra collection and many
more in 22 kt .
The Diamond Collection:

No gemstone expresses human emotions more powerfully than a diamond After all, a
diamond is timeless and finding your perfect piece of diamond jewelry is an
exhilarating and unique experience. Cut and crafted with utmost care the diamond
collection renders each piece eternal.

The Wedding Collection:

The bride blushes; everyone around smiles; the shenai announces festivity; the priests
chant auspicious promises; She walks demurely; A vision of beauty; her jewels are
exquisite; Crafted by the best in the land; as pure as the blessings bestowed on here.
The Zoya Collection:

Intricacy coupled with the simplicity; The magnificence of history interwoven with
linear contemporary; Secrets of the pharaohs masked with the mystery of the cosmos;
oriental art embellished with occidental architecture; nature's bounty matched with
man's ingenuity.

The Fashion Earring Collection:

The Fashion earring collection', has a range of over 300 exclusive designs. Keeping in
tune with the raging popularity that earrings currently enjoy, the Tanishq design team
has created the Fashion earring collection, inspired by the evergreen Jhumkas or
Karnaphools and the trendy Chandelier and delicate Stiletto designs.
The Kundan and Polki Collection:

Influenced by the mughal era Kundan work requires special craftsmanship and a
myriad of stages, each crafted by a different set of highly skilled karigars.
Tanishq as a revitalize of tradition brings to life techniques and motifs of the period
through our exquisite collections of Kundan and Polki (uncut diamonds).
It is difficult for jewelers to ensure the purity and correct grammage of the product
since it involves so many stages. However, Tanishq ensures the karatage and net wt of
the product.
The Colors of Royalty Collection:

Colors of Royalty a range of exquisite studded jewelry, reminiscent of the magical

Victorian era. The collection is inspired by the classic design essence and sensibilities
found in the architecture, fashion, design, drapes and patterns of the Victorian period.
Tanishq has incorporated the timelessness of these styles into exquisite jewelry
designs to present a collection where fashion and tradition converge.
This line of precious stones and diamond jewelry in 18k from Tanishq comprises
more than 200 pieces and is by far the largest studded collection launched by us.
This exclusive collection was launched at the Ponds Femina Miss India 2006, where
the 25 finalists wore it. The Colors of Royalty is a line of exclusive gems and stone
studded jewelry that reflects the grandeur of India's rich past represented through the
varied meanings associated with colors in our lives.

The Moham Collection:

The collection comprises designs, motifs inspired by nature that have been beautifully
crafted to make them the most desirable possession this season.
Moham is a range of exclusive ruby studded jewelry that embodies the auspiciousness
the color red has in our lives. Rubies have been associated with prosperity, passion
and have been the most coveted gemstone for many years. It is a must have for a
Indian women. This range attempts to strike a balance between convention and
fashion by creating designs suitable for the progressive Indian woman, rooted in her
tradition.
This line of Ruby studded jewelry from Tanishq is available in both 18k and 22k. This
launch reiterates Tanishq's focus on catering to region specific tastes and preferences.
India offers great potential for the Moham collection where Ruby studded jewelry
enjoys great popularity and acceptance. Consumer survey indicates that women attach
great inspirational value to rubies, second only to diamonds.
The Aria Collection:

Aria is a collection of variety of everyday jewellery which depicts various moods and
feelings.
 HUMAN RESOURCE DEPARTMENT

The company has a total of 3134 permanent employees as on 2006, working

in various departments including corporate office, company owned show rooms,
factories and other units, they also have various trainees, contract workers and
apprentices who are hired on a job work or on a temporary contract.

Employees are classified into different levels, namely:

1. E Level: It constitutes the workmen at the factories.

2. L Level: It constitutes junior to middle management.
R are those employees who work in both watch and jewellery division.
3. Senior Management level.

Qualification Number of Employees Percentage

Undergraduates 900 29
Diploma and ITI 568 18
Graduates 915 29
Post Graduates 383 12
MBAs 172 5
Professionals 196 6
Total 3,134 100

Recruitment:

In case of recruitment for the vacancies approved by the Management, the

recruitment will be done automatically except if the indenting section wants to
postpone or advance it, in which case they have to send a separate note for it.

As far as possible internal mobilization of people would be looked into and in

case of non availability of the right manpower within the company, we may either
refer to the application bank or advertise.

Recruitment will be carried out according to the standards specified in the

recruitment Standards Annexure.
 As far as possible, the vacancies will be filled with trainees and wherever
previous experience is a must we will resort to experienced people. For each category
the selection process will be as follows.

Process of Selection:

Category Selection Process

Operator Trainee (OPT) Psycho Diagnostic Test (PDT)
Written Test, (WT), Practical Test (PT),
Interview, Medical & Security
Verification (SC)

Craftsperson Trainee (CPT) PDT, WT, PT, Interview, Medical & SV

Graduate trainee PDT, WT, Intelligence Quantitative Test
(IQT), Interview, Medical, SV &
Personality Test

Technician Trainee / Supervisor Trainee PDT, WT, IQT, Interview, Medical, SV &
(TT/ ST) Personality Test

Programmer Trainee / Engineer Trainee / PDT, WT, Interview, Medical &

Personnel Officer Trainee (PT /E T / Personality test.
POT)
Officer Trainee (OT) Group Discussion (GD), Interview &
Medical

Management Trainee (MT) GD, Interview & Medical

Others Up to L3 PDT, WT if needed, Interview, Medical

& SV

L4 to L5 GD if needed, Interview by Panel, f

needed to be seen by VP concerned
Medical & Business Head

L6 and above Candidate Panel Interview / Concerned

VP should be seen by Business Head or
approval on Bio Data to be obtained
before recruiting the candidate.

Interview candidates will be reimbursed their traveling expenses depending

upon the category, if they travel beyond 40 kms radius from place of interview.
 For L1, L2, L3, L4, L5 category actual to and bus fare will be paid.

For a Managerial position either first class train fare or air fare will be
reimbursed as being mentioned in the call letter. The decision will be made by the
respective VP and Head of Human Resources.

Performance Appraisal:

Performance Appraisal is an objective assessment of an individuals

performance against well defined bench marks. The performance appraisal method
followed is based on the subordinate relationship, whereby the superiors rate their
subordinates.

Training:

Training is an ongoing processes aimed at capability building of the employees at all

levels. Training programs are classified into the following categories:
Skills
Knowledge
Behavioral

Workmen capability building:

Training and development for unionized employees at the manufacturing units is
focused on skills programs like personal touch to address interpersonal are related
issues were conducted.
 Employee retention/ Incentive plans:

Company has an annual appraisal system in place and pursuant to this

system, performance linked pay, annual variable pay and/or commission is paid to the
employees.

The performance of the employees is classified into namely:

A. Extremely High performer
B. High performer
C. Good performer and
D. Performer

Trade union:

The company has one registered union being the Titan employee union (union),
which is registered or affiliated with any political party or other organization.

Tata code of conduct:

All the employees are bound by the Tata code of conduct under which they are
required to deal on behalf of the company with professionalism, honesty, integrity, as
well as high moral and ethical standards. Such conduct is to be fair and transparent
and be perceived.

Manpower and Business Plan:

o Manpower Planning and the requisite budget will be prepared at the end of the
financial year.
o General Manager HR will prepare manpower budget and get the approval for any new
recruitment from concerned.
 MARKETING DEPARTMENT

Marketing Equals the Four Ps

Part of marketing is identifying the mix of "Ps" that makes your service unique. This
is also called your marketing mix. The next step is to shape your marketing mix and
position its components to create a unique identity for your business that attracts and
retains customers. Your market position is one or more selected benefits or features
that make your operation unique and different.
Product
Price
Place
promotion

The following steps will help you define your marketing mix:
Identify your target market.
Determine what the target consumer desires.
Assess whether you have any advantages over your competition in delivering the
desired service.
Choose the position that is more valued by the customer.

TANISHQ MARKETING STRATEGY

When Titan launched Tanishq in 1995, the jewellery industry in India valued at Rs
40,000 crore was mostly unorganized, with around 3.5 lakhs players. India was the
second largest consumer of gold in the world after USA. Before 1992, only the Metal
and Mineral Trading Corporation and the State Bank of India were allowed to import
gold. In 1992, as part of economic liberalization, the government abolished the Gold
Control Act of 1962, allowing free import of gold. In 1993, private companies were
allowed to enter the hitherto restricted gold and diamond mining industry. Foreign
investors were allowed to hold up to 50% equity in mining ventures.
 In the 1990s, a number of brands entered the Indian jewellery market. In 1995,
Mumbai based jewellery exporter, Gitanjali Jewels, started selling 18-carat gold
jewellery under the brand name of Gili. Su-Raj (India) Ltd. launched its 22-carat gold
and diamond jewellery in 1997. Other well known domestic players included
Tribhovandas Bhimji Zaveri, Mehrason's and P. C. Chandra. Among the foreign
players who entered the market were Cartiers, Tiffany, De Beers and Ashton Mining.

Titan realized that there was a huge untapped market for branded jewellery in India.
The critical success factors in the business were quality, fashionable design, and good
after-sales service. Titan also observed that the changing lifestyles demanded lighter
and trendier jewellery.

After its launch, Tanishq faced several problems. With its original focus on exports,
Tanishq's designs had been conceptualized for the Western markets and were
introduced in India without any alterations. Formal consumer surveys showed that
though brand awareness was quite high, it suffered from several negative perceptions.
Many potential customers thought the products were over priced and associated the
brand only with the rich.

Hence, Titan decided to change its strategy on two fronts:

Value proposition
Retailing.

The Tanishq strategy for the coming couple of years relies on two things increasing
penetration in the domestic markets and going abroad in order to diversify its revenue
portfolio.

Gold Jewelers Market in India

Before the liberalization of the Indian economy in 1991, only the Minerals and Metals
Trading Corporation of India (MMTC) and the State Bank of India (SBI) were
allowed to import gold.
The abolition of the Gold Control Act in 1992, allowed large export houses to import
gold freely. Exporters in export processing zones were allowed to sell 10 percent of
their produce in the domestic market.

In 1993, gold and diamond mining were opened up for private investors and foreign
investors were allowed to own half the equity in mining ventures.

In 1997, overseas banks and bullion suppliers were also allowed to import gold into
India. These measures led to the entry of foreign players like DeBeers, Tiffany and
Cartiers into the Indian market.

In the 1990s, the number of retail jewellery outlets in India increased greatly due to
the abolition of the Gold Control Act.'

This led to a highly fragmented and unorganized jewellery market with an estimated
100,000 workshops supplying over 350,000 retailers, mostly family-owned, single
shop operations.

In 2001, India had the highest demand for gold in the world; 855 tons were consumed
a year, 95% of which was used for jewellery.
The bulk of the jewellery purchased in India was designed in the traditional Indian
style. Jewellery was fabricated mainly in 18, 22 and 24-carat gold. As Hallmarking
was not very common in India, under-cartage was prevalent.

According to a survey done by the Bureau of Indian Standards (BIS), most gold
jewellery advertised in India as 22-carat was of a lesser quality.

Over 80% of the jewelers sold gold jewellery ranging from 13.5 carats to 18 carats as
22-carat gold jewellery. The late 1990s saw a number of branded jewellery players
entering the Indian market.

Titan sold gold jewellery under the brand name Tanishq, while Gitanjali Jewels, a
Mumbai-based jewellery exporter, sold 18-carat gold jewellery under the brand name
Gili.
Tanishq - Strategies for Wooing Customers

In the late 1990s, players in the branded gold jewellery market formulated strategies
for wooing customers. According to Jacob Kurian (Kurian), Chief Operating Officer
of Tanishq, the challenges were many.

As the jewellery market was highly fragmented, lacked branding, and allowed many
unethical practices to flourish, Tanishq worked hard on a two-pronged brand-building
strategy: cultivate trust by educating customers about the unethical practices in the
business and change the perception of jewellery as a high-priced purchase.

TANISHQ FOR YOU

At Tanishq its not just the products, its the experience that matters. We make sure
that we give you the premium quality of not only product but service as well. Tanishq
not only has an exquisite range of designs to meet all your requirements we also offer
the benefit of any modification or customization on products.

There are host of value added services that you can avail of at Tanishq like the Golden
Harvest Savings Scheme, Gift Voucher purchase, Exchange of gold and diamonds etc.
Golden Harvest Saving Scheme
Tanishqs Golden harvest Savings Scheme is one of the most lucrative savings schemes that enable to
save each month with Tanishq and plan for wedding jewelry purchases. Your monthly installments are
safe with us, whereas savings at home could easily get spent. This scheme provides you with much
better returns than other saving options like bank deposits or post office savings schemes. In addition,
Tanishqs special bonus at the end of the scheme period helps you stretch your jewelry budget.

Golden harvest scheme -Golden harvest scheme is very oldest scheme continuing in
Tanishq .This scheme is brought to the customers is one of the best jewellery purchase
scheme ever leading to an easy purchase of TANISHQ jewellery of customer choice
under the scheme customer can buy for more than what they pay because Tanishq will
add special discount at the end of scheme . Advantage of this scheme special discount
customers contribute every month to scheme and Tanishq will give them a discount
which is up to 75% of month installment, DELIGHTFUL SURPRISE-contributing
every month of eventual purchase will make things a lot easier moreover the discount
at the time of purchase, means that customer can now gift jewellery with no worries.
WEDDING IN FAMILY-adopt for this scheme to plan dare wedding jewellery
purchase in advance and stretch the jewelry budget with the discount provided by
Tanishq at the end of scheme plan special occasion namely their daughters birthday
their wedding anniversary etc .even more memorable plan their surprise in advance
Tata advantage along with the scheme comes the Tata advantage the name which is
synonyms with trust contribute every month knowing that customer money is
absolutely shave club offers, you can also take the advantage of any how to going
office scheme at Tanishq and combined ghs benefit with the ongoing offer to get the
double benefit ,easy payment customer have comfort of multiple payment modes such
as cash check Credit Debit cards online payment a c h ,also important points to
Remember validity ghs is jewellery purchase scheme where the customer has to pay
10 installment installment and he is on her maturity would start after 300 days from
the date of joining the scheme description in the ghs will allow the customer to pay
can fixed monthly installment of minimum $2,000 in multiple of 1000 customer has
to pay one installment every month more than one installment in a single month is
now allowed installment payment in in the event the customer fails to pay he is an
installment for any two months continuously, that will refund only the principal
amount paid by the customer Redemption the customer is mandatory required to
redeem his account before 390 days from the date of payment a first installment post
maturity in case the customer does not redeem within, when the said tenure he will be
refunded the principal amount paid by him without any benefit category eligibility.
gold and silver coins cannot be purchased against the installment paid under the
scheme. Monthly instalment paid under the scheme can be used only against the
Purchase jewellery Tanishq store documents. required ghs account holder is required
to provide like passport PAN card etc. customer are allowed to withdraw the
installment they have already paid however no discount or any other benefits by way
of interest or otherwise would be given all refunds would be paid only by way of
check or online transfer premature closure. No discount will be provided in case of
premature closure of scheme and also the important point intra City transfer of the ghs
account between showroom in same city will take at least 3 working days from the
date of request or more of the showroom, to redeem the GHS account Intercity will be
at least 7 to 15 working days all customers are advised to read the with the security
information and details terms and condition in the passbook all the customers should
 intimate any change in their address mobile number customer has to close the account
within 390 days for 10 month scheme and 240 days for six months came from the
account opening date
.

The Golden Harvest Scheme, brought to coustomer by Tanishq, is one of the best
jewellery Purchase Schemes ever, leading to an easy purchase of Tanishq jewellery of
your choice.Under the Golden harvest scheme,you can buy for more than what you
pay because Tanishq will add a special discount at the end of the scheme.
The 10 months Plan
For Accounts opened prior to 1st Sept 2016, please refer Scheme Book for terms and
conditions.
Customers can open the GHS account by visiting the nearest Tanishq store
along with ID proof to open a GHS account. Further customer has options to pay
monthly instalments by cash, card, online, ACH or PDCs.
Under this scheme, coustomer need to pay a fixed instalment amount on due
date every month with Tanishq for 10 months. From the end of the 10th month he will
be eligible for a special discount which will vary from 55% to 75% of the first
instalment, however customers can still get GHS proportionate discount after
completion of 6 months and 6 instalments payment. In this scheme minimum
instalment value is Rs 2000 and it can increase to any amount as long as it is in
multiples of Rs 1000. they will have to mandatorily close the account within 421 days
from the date of opening the account

Golden Harvest Scheme Bones calculation

Monthly Installment No. Lock in Period Benefits

Installment Rs.
10,000 1 12 1200
10,000 2 11 1100
10,000 3 10 1000
10,000 4 9 900
10,000 5 8 800
10,000 6 7 700
10,000 7 6 600
10,000 8 5 500
10,000 9 4 400
10,000 10 3 300
7500

Golden Harvest Scheme Details

Monthly Total Balance 55% 65% 75%

Investment Rs/
5,000 50,000 2,750 3,250 3,750
6,000 60,000 3,300 3,900 4,500
8,000 80,000 4,400 5,200 6,000
10,000 1,00,000 5,500 6,500 7,500
12,000 1,20,000 6,600 7,800 9,000
15,000 1,50,000 8,250 9,750 11,250
20,000 2,00,000 11,000 13,000 15,000
25,000 2,50,000 13,750 16,250 18,750
30,000 3,00,000 16,500 19,500 22,500
35,000 3,50,000 19,250 22,750 26,250
50,000 5,00,000 27,500 32,500 37,500
70,000 7,00,000 38,500 45,500 52,500
1,00,000 10,00,000 55,000 65,000 75,000

PRIVIOUSLY How much money must one invest to enroll in the Savings
Scheme?

You need to invest only Rs.500/- per month to enroll. You could also deposit a larger
sum, as long as they are in multiples of Rs.500/- You can choose from two convenient
savings scheme options- an Annual Plan (12 month installments) and an Extended
Plan (18 month installments).
 BONUS:

60% of monthly installment in Annual Plan

130% of monthly installment in Extended Plan
At the end of the scheme period, pick up Tanishq jewellery of your choice worth the
amount deposited plus the BONUS

Bonus for 12 months Bonus for 18 months

Installment Amount (Rs)
scheme scheme
500 300 650
1000 600 1300
1500 900 1950
2000 1200 2600
2500 1500 3250
3000 1800 3900
4000 2400 5200
5000 3000 6500
Exchange Policy in Tanishq
Exchange your old jewelry for new with Tanishq

Most retailers have a differential buy back or different rates for selling and buying
gold jewelry. At Tanishq, a single gold rate is maintained for buying or selling gold
jewellery. 8% of the value is deducted for costs involved with testing, refining and
taxes for the jewellery given by the customer.
When you exchange any Tanishq gold coin with jewelry, you get the benefit of the
current gold rate and full value exchange without deduction. When you exchange any
other banks gold coin with jewelry there is a 4% deduction on value. This deduction
is made for handling and transportation costs and for refining the metal received on
exchange.

Purity Checks

Purity checks allow lovers of the yellow metal to test the purity of the gold they
already own. Playing a significant role in this is the Karat meter, which is the most
scientific measure of purity in the world. It uses X-rays to give an exact reading of the
purity of gold in just three minutes, giving the consumer an unmatched benefit when
buying or selling gold. It is in fact the most scientifically proven, non-destructive
means of testing the purity of gold. Due to its excellent precision, X-ray analysis has
been adopted by international agencies as well as by BIS in India as part of the
certification process used to Hallmark Gold.

ENCIRCLE CARD

Previous there was a membership card called anuttara in which points is collected at
the time of purchasing and different division using different card to hold a purchasing
points and redeemed it for example World of Titan using signet card etc.but now a
time Titan merge all this division that is Tanishq World of Titan ,Titan Eye Plus,
Fastrack, helius, Zoya, goldplus, etc and using one card called encircle card and
coustomer can redeem their points in any of this group of Titan and customer can only
hold one card to redeemed there point in Tanishq. There are three cards used red card
silver permanent card for new customer and silver permanent card for old customers
are regular customer red card is also called temporary card. The customer purchasing
less than 35000 is getting red card or temporary card they cannot redeemed their
points in holding red card but in next purchasing they get permanent silver card also a
customer purchasing more than 35000 is getting New silver card which contains all
data of New customers like birthday anniversary and spouse birthday anniversary and
also celebration done in store to make relationship more strong with customer and
customer second time visiting on store for purchasing more than 35000 get permanent
silver card with the help of it they can redeem their points at any group of Titan not
only Tanishq

Anuttara used prviously

You can also become the member of Tanishqs loyalty programme Anuttara and avail
of various discounts and priveleges.
SOME OF TANISHQS COMPETITORS

Asmi

Asmi, one of the leading diamond brands of the country, was launched, in 2002 by
The Diamond Trading Company Ltd, (DTC).

The brand has been endorsed by various celebrities such as Kajol, Mandira Bedi &
Perizad.
All these women epitomize the different strengths. An Asmi woman is closely
identifies with free-spirited, goal-oriented & with an inner fire.

Nakshatra Diamonds

The world renowned Nakshatra diamonds were launched in 2000, with an equally
dazzling Aishwarya Rai as its brand ambassador. In the present scenario Nakshatra
diamonds occupy a leading position in the fashion diamond jewelry segment. The
traditional diamond is the most wanted design among Nakshatra diamonds.

Gili

Gili was launched in 1994, targeting mainly the youth who wanted to celebrate
Valentine's Day. Since then, the brand has clocked a turnover of Rs. 90 crores.

Nirvana Diamonds

Nirvana Diamonds from Fine Jewellery (I) Ltd. was launched in 1987 in India.
Nirvana diamonds are targeting at fashion conscious, modern and independent
thinking women. Internationally acclaimed Nirvana diamonds are manufactured by
using state-of-the-art technology. As a proof of their quality Nirvana was among one
of the brands to offer lifetime warranty to its consumers.
D'damas Diamonds

D'damas Diamonds are part of Gitanjali Digico Group and one of the earliest diamond
houses established in India in 1966. On the present day D'damas Diamonds offer
highly modernized diamond cutting and polishing facilities at five locations in India.
D'damas Diamonds claim to promote a range of emotions through their collection.

TANISHQ MARKET RESEARCH

MARKET research On TANISHQ

Tanishq emerges as the best known brand with the highest awareness and recall. The
difference between the leaders and the followers is always greater when the former
have a head start. And when the pace and efforts of the leaders intensify, the
possibility that they will continue to be at the top is a foregone conclusion. The
Solitaire - TNS Survey shows that Tanishq is the best known brand across the three
cities of Mumbai, New Delhi.
 India's Top Ten Best Known Jewellery Brands

TANISHQ - THE TURN AROUND STORY

When we started out we didn't think that we could achieve this, but now being
jewellers to the nation doesn't seem so distant."
- Tanishq COO, Vasant Nangia.

The Unsuccessful Launch

In 1995, Titan Industries, India's leading manufacturer of watches, launched the

Tanishq range of gold watches and jewellery. Till then, the Indian jewellery market
was to a large extent unorganized, with a few recognized names such as Tribhovandas
Bhimji Jhaveri and Mehrason's.
An entirely new concept in the Indian market thus had to struggle hard to be accepted
by the customers. Industry watchers were extremely skeptical of Tanishq and doubts
were being cast over its prospects. Tanishq began by offering jewellery in the 18-carat
gold range, with designs borrowed heavily from contemporary European brands. The
company justified its decision saying that it wanted to be 'different' from the
traditional Indian offerings.

Tanishq performed very badly in the next three years, posting a huge loss in 1997-98,
proving its detractors right. Jacob Kurian, Tanishq's chief operating officer admitted,
"Tanishq, as a concept, was far too ahead of its times." Even if one agreed with
Kurian, it could not be denied that Tanishq did commit mistakes.

Future Prospects

The Indian branded jewellery market, though nascent, grew at the rate of 20-30%
during 1998-2000. Besides Tanishq, other major players included Intergold, Gili and
Carbon. However, in the Rs 400 billion Indian jewellery market, Tanishq's share was
not even 1%.

Not willing to accept this as a 'poor show,' Tanishq saw it as a vast opportunity
instead. The company planned to attain a 2% market share in the next few years.
Kurian said, "The jewellery market is one of the largest consumer segments in the
country. It has an estimated 2, 50, 000 retailers with no national or international brand
and no corporate player.

Titan believes that this market is right for consolidation. A consumer-oriented, highly
ethical corporate player will have great opportunity. Our growth rates in the past three
years have fully substantiated this hypothesis." Tanishq had ambitious plans to invest
in information technology and utilize Intranets and the Internet to link all of its
showrooms to one another. There were also plans to do online monitoring of sales and
design popularity as well as using the Internet to place orders. The Intranet was to
contain a photo collection of all the designs in all the stores so that even those not in
stocks in a particular store could be ordered by customers.
In May 2000, Tanishq unveiled plans to surpass its parent company's turnover by
2002. Jacob Kurian who had taken over as the CEO the same month, said, "We have
finally figured out the jewellery business and should be solidly profitable, shorn of
any caveat, this year.
 RESEARCH METHODOLOGY

SAMPLING:
Total 70 respondents have been interviewed and the data have been collected. The
area of study has been restricted to Patna area. Total 70 respondents were selected at
random for the purpose of the study.

FRAME WORK OF ANALYSIS:

A study of Consumer perception about different jewellery brands, their market shares
has been made through questionnaire method. 70 respondents were selected randomly
and asked to answer the question. Based upon their answers the classification of
respondents was done and was analyzed and interpreted. Percentages and chi-square
test was used while analyzing and interpreting the data.

SOURCES OF DATA:
The study is based on primary data and secondary data. The required information was
collected through the questionnaire from the consumers directly by interviewing
them.

STATISTICAL TOOLS USED:

A simple statistical tool such as percentage, two-way table and chi-square test was
employed for the purpose of analysis of data.
DATA TABULATION, ANALYSIS
&
INTERPRETATION
 DATA TABULATION
ANALYSIS AND INTERPRETATIONS:
In this chapter, consumer perception about different jewellery brands, their market
shares among buyers in Patna area was analyzed. As the first phase of this study, data
were collected from 70 Respondents. In the next phase the information collected from
the Respondents were analyzed regarding the various factors influencing consumer
perception about different jewellery brands like Age, Sex, Occupation, Jewellery
segment, Jewellery type, Retail shops, Trust, Buying decision in the family and their
preference.
GENDER WISE CLASSIFICATION OF JWELLERY BUYERS
Table 1:
GENDER NO. OF PERCENTAGE
RESPONDENTS

MALE 36 51.43

FEMALE 34 41.57

Inference:
Out of 70 respondents 36 respondents are male and 34 respondents are female.
 AGE WISE CLASSIFICATION OF JWELLERY BUYERS
Table 2:

Age Limits No. of Respondents

BELOW 20 15

21-30 28

31-40 24

41-50 1

ABOVE 50 2

Inference:
Out of the 70 respondents age of 15 respondents are below 20, 28 respondents are 21-30
age group, 24 respondents are 31-40 age group, 1respondent is 41-50 age group, 2
respondents are between the age group of above 50.
OCCUPATION WISE CLASSIFICATION OF JWELLERY
BUYERS

Table 3:
OCCUPATION NO. OF RESPONDENTS
STUDENT 17
BUSINESS 14
SERVICE 18
HOUSEWIFE 21

Inference:
Out of 70 respondents 17 are students, 14 are doing business, 18 are in service, and 21
are housewives.
 SEGMENT WISE JWELLERY BUYERS

Table 4:

SEGMENT NO. OF RESPONDENTS PERCENTAGE

GOLD 40 57.14
SILVER 10 14.30
DIAMOND 1 21.43
5
PLATINUM 4 5.71

A.D 1 1.43
OTHERS 0 0

Inference:
Out of 70 respondents 40 respondents buy gold, 10 buy silver, 15 buy diamond, 4 buy
platinum, 1 respondents buy A.D. and none for others.
 TYPE WISE CLASSIFICATION OF JWELLERY
BUYERS

Table 5:

TYPE OF JEWELLERY NO. OF RESPONDENTS

BRANDED 70
UNBRANDED 30

Inference:
Out of 70 respondents, 49 respondents prefer branded and 21 respondents prefer
unbranded jewellery.
RETAIL SHOP WISE CLASSIFICATION OF JWELLERY
BUYERS

Table 6:
RETAIL SHOP NO. OF RESPONDENTS %GE
UNBRANDED 17 24.29
BRANDED
TANISHQ 23 32.86
GITANJALI 8 11.43
D'DAMAS 17 24.29
OTHERS 5 7.14

Inference:
Out of 70 respondents 23 respondents used to go Tanishq, 8 go to Gitanjali, 17 prefer
to go DDamas, and 5 respondents used to go other branded shops.
 TRUST OF PEOPLE ON THE TYPE OF PRODUCT

Table 7:

TYPE OF PRODUCT NO. OF RESPONDENTS PERCENTAGE

BRANDED 51 72.85

UNBRANDED 19 27.14

Inference:
Out of 70 respondents, 51 respondents have trust on branded jewellery whether 19
respondents have trust on unbranded jewellery.
 DECISION AFFECTED BY THE RESPONDENTS'
FAMILY MEMBER'S FOR BUYING A JWELLERY
Table 8:
MEMBERS OF FAMILY NO. OF RESPONDENTS

MOTHER 25
FATHER 18
SPOUSE 16
OTHERS 11

Inference:
Out of 70 respondents on their family member decision for buying a jewellery, they
are- Mother 25, Father 18, Spouse 16, and others 11.

FINDINGS
 I. 70 out of 70 respondents admitted that they buy jwellery.
II. 40 respondents buy Gold, 10 respondents buy silver, and 15 for diamond, 4 purchase
platinum, and 1respondent buy a.d., none for others.
III. Branded jewellery buyers are 49 whether 21 respondents purchase unbranded
jewellery.
IV. In the branded jewellery segment Tanishq is high in demand opted 23 respondents,
DDamas is on no. second chosen by 17 respondents, Gitanjali is on no. third with the
support of 8 respondents, and 5 respondents go to others branded jewellery firms.
V. 51 respondents do trust on branded jewellery and 19 respondents have trust on
unbranded jewellery.
VI. The purchasing decision of the jewellery in respondents family members varies from
person to person. 25 respondents mothers buy the jewellery, father purchase jewellery
of 18 respondents. 16 respondents their spouse purchase jewellery, and at 11
respondents home, jewellery purchase by others.
VII. Between 21-30 age group purchase jewellery most.
VIII. Housewives are the leading jewellery buyers with 21 out of 70 respondents.
IX. 36 respondents are male and 34 respondents are female.
SUGGESTION
 SUGGESTIONS

In the current era all the branded companies are concentrating only on
the females but males are also trendy now so, the companies should also
promote male gems and jewellery.
As the above concluded that the age group between 21-30 are the high
rate of jewellery buyers, and a new jewellery firm can gain more by producing
the new age jewellery with keep eyes on the current fashion trend.
A franchise of Tanishq can give more return to a new born jewellery
seller.
Gold is used most in metals so may make sense to invest in gold.
Recommendation - Most of the goldsmith have forced to close the
shop so it's appropriate time.
Market share and to increase the profit to large extent the Hi-Tech
machineries which is the branded company is used are able to produce more
than 250 kgs of gold to produce good designer at very less time.
Even in the goldsmith work 24 to 7 but they cannot able to give that
much satisfaction to the customer TANISHQ also provide good finishing
product with the help of good Karigar, show the branded companies at able to
offer good designer at the cheap rate and also the finishing is different from
Tanishq jewellery of other jewellery shop ,
Tanishq gives us better quality, quantity, design that other Jewellers
CONCLUSION
 CONCLUSION

40% of the respondents are between 21-30 age group and they
purchase the jewellery most.
Housewives are more interested to buying jewellery.
Each and every person is willing to buy jewellery.
Gold consumers are more rather than other metals.
70% of the respondents purchase jewellery from the various branded
shops.
30% of the respondents use unbranded jewellery from the other local
shops.
Tanishq is highly preferred brand with 32.86% of the respondents.
72.85% of the respondents have trust on the branded jewellery.
LIMITATIONS
 LIMITATIONS

1. The all secondary data shown above cannot be exact in figures.

2. All of the secondary data are taken by the internet sources and this was not possible to
show current status.

3. Due to short time of period this was not possible to collect more primary data.

4. Because I live at Patna and here is very less number of unbranded shops even not a
big one so there is not much information about unbranded jewellery shops.

5. This report is not showing branded vs unbranded or their purity assurance.

BIBLIOGRAPHY
 BIBLIOGRAPHY
Books:
1. C.R. KOTHARI: RESEARCH METHODOLOGY

INTERNET SOURCES: WWW.GOOGLE.COM

MAGZINE AND JOURNALS: 1. OUTLOOK INDIA
2. BUSINESS LINE
3. RESEARCH JOURNALS
Consumer Behavior.

- Matin Khan

Marketing Management

- A. Vinod

Company profile and company magazines.

www.wikipedia.com

www.google.com

www.malabargoldindia.com
ANNEXURE
 QUESTIONNAIRE

1. Do you buy jewellery?

A. Yes B. No

2. Which type of jewellery segment do you mostly prefer?

A. Gold B. Silver C. Diamond

D. Platinum E. A.D F. Others

3. Which type of jewellery you mostly prefer?

A. Branded B. Unbranded

4. Among which of the following retail shops you prefer to buy?

A. Unbranded local jewellery shops
 B. Branded jewellery shops
Tanishq

Gitanjali

DDamas

Others

5. Do you trust on the purity of the product from the shop you buy?
If yes whether it is-
A. Branded retail shops

B. Unbranded local shops

6. Who in your family mostly takes the decision on buying jewellery?

A. Mother

B. Father

C. Spouse

D. Others
Thank You