A Case Study of Kiran Jewellery Works

MARKETING OF JEWELLERY AT SHIVAMOGGA CITY
A case study of Kiran jewellery works

Contents
Chapter-1
INTRODUCTION OF THE PROJECT REPORT
 Introduction of the study
 Objectives of the study
 Area of the study
 Methodology of the study
Chapter-2
COMPANY PROFILE
 Introduction
 Establishment
 Marketing mix strategy of the agency concerned
Chapter-3
MARKETING OF JEWELLERY
 Marketing Importance marketing mix
 Price
 Promotion
 Place/distribution
GFGC, SHIVAMOGGA Page 1

Chapter-4
DATA ANALYSISE AND INTERPRITATION
Chater-5
SUGGESTION AND CONCLUSION
QUESTIONNAIRE
BIBLIOGRAPHY

Chapter-1
INTRODUCTION OF THE PROJECT REPORT
 Introduction of the study
 Objectives of the study
 Area of the study
 Methodology of the study

Chapter 1
Introduction:
A successful marketer should keep himself a best of the buying

habits of the consumer
Which will enable him to suitable change his marketing

strategy for this he has to study the consumer behavior opinion
surrey etc… with assistance from the kiran jewelers it is the one of
the major business holiday shop in the city with a good name and
fame?
Objectives of the project report
 To ascertain the consumer behavior towards marketing of

jewelers products.
 To study the economy trend of gold in the regional levels.
 To know the competition.
 To know the marketing strategy adapted by shop.
Area of the study
1. This study is to understand the problem of marketing of

jewelers products
2. The study is limited to to shivamogga city

3. The area of study is to understand problem of consumer in
the choice of jewelers products
The area of study in marketing strategy adapted by kiran jewelers
METHODOLOGY:-
This report is based on both primary as well as secondary data. But

importance has been given to primary data which helps to know the
consumer behavior. To obtain primary data, survey was conducted
through structured questionnaire.
1. PRIMARY DATA HAVE BEEN COLLECTED THROUGH
A. Interviewing the proprietor of DEEPA JEWELLARY: primary data

have been collected regarding history, transportation and annual
turnover marketing strategy.
B. Interviewing customers: To know their opinion regarding their
services, price satisfaction preferences.
II.SECONDARY DATA HAVE BEEN COLLECTED THROUGH
 Accounts of DEEPA JEWELLARY

 Newspaper and articles
 Textbooks
 Clipping from Magazines
 Journals
 Subjected oriented book etc.

LIMITATION OF THE STUDY
 the study is restricted to city of shivamogga city only

 Lack of availability of secondary data and time future are the major
limitations of this reports. As we to complete the project within one
year proper planning and execution is not possible.
 In spite of careful planning. Some respondents seem to have
misinterpreted questions. So efforts are to be cut down the errors
to the maximum possible expense

CHAPTER 2
Trader’s profile
 Introduction
 Establishment
 Marketing mix strategy of the agency concerned

TRADERS PROFILE
INTRODUCTION:-
History of creation of jeweler and ornaments dates bad to years

when jewellery and ornaments first found, there has been presence
of the craftsmen. Craftsmen are heredity professionals down south
they are called “Asari”. Since generation, they pursue only this
profession, which comes is a ligancy. It is in there blood. In the
works, they are called ‘Karigers’ and in Bengal there name is “Babu”
and in Kerala ‘Thattan’. Bengalis and keralist’s are specialists in their
intrinsic art work.
In Karnataka these craftsmen are usually called “Akasalis” or

‘Assaries’ .Decades back they were living in Bengal and slowly
migrated to Goa and Karnataka when Portuguese were landed in
Goa. The day to day life of these migrated came difficult and they
started to enter Karnataka and established themselves here. Today
they are largely found in north canara, Shivamogga and Belgaum
district. Nearly 3000 craftsmen are living in Shivamogga city and
they are largely from Karvar and Mangalore District.

AGENCY: KIRAN JEWELLERY WORKS
KIRAN JEWELLARY WORKS is one of the best recognized,

prestigious and reputed dealers of the city.
ESTABLISHMENT:-
Mr. U.V Chandran was the first and sole proprietor of the firm. The
establishment of the firm in 1999 at shivamogga. Those were the
days of hardship and far each and everything marketing and
creating the ornaments it took foil of hardship. But now they are
enjoying the fruits of those days.
With an investment of Rs 4000000 he started his business with

great deduction, determination and hardship in the work really
worked good with him. By there hard work how the prestige of
shop has reached the height of sky. It is sailing in the ship of
success.
ORGANIZATION AND MANAGEMENT:-
The organization formed of the KIRAN JEWELLARY WORKS’ means is

sole trading. He is the sole trader so there will be safety and
security for the business.
M.R. Chandran, a talented dealer is looking after the business.

SALES PROMOTIONS:
As per salesman and sales promotion is concerned, they appointed

three salesmen’s. And they decided to make sales as advertising
through wall paint, news paper only to promote the sales. A
peculiarity with the jewel industry is that if a family buys from one
jewellery, that far out to be a permanent link. Such consumer will
never change the point of purchase from one dealer to another.
Because, faith plays a significant role in the business. Also, it never
demands to invest money on in the business. Also, if never
demands to invest more money on advertising as they will above
regular customers with them.
SALES ANALYSIS:
The firm gains approximately Rs, 2,00,000 incomes for a year. But
in the last 5 years there is a step rise in the profit margin. In the
year 2006 the total income for the year was nearly Rs, 160,000 and
still 2007 it was a rise of Rs, 20,000. During the year 2008 there was
a steady drop in the profit margin due to many reasons like market
sale fluctuation demand drop etc.
In the year 2009 there was a rise of Rs, 25,000 and in the year
2010 had a huge share of profit.
Today they expect a profit of equal or less than previous year,

because rise in the price of gold day to day.

YEARLY INCOME:-
Yearly income Rs, 2,00,000 approximately figures of achievement

far last 6 years.
Year Total Incomes in Rs. (Approximately)

2006 1,60,000
2007 1,60,000
2008 1,80,000
2009 2,05,000
2010 2,20,000
2011 2,15,000
Expecting in the current year.
250000
200000
150000
Year
Total Incomes in Rs.

100000
(Approximately)
50000
0
1 2 3 4 5 6

MONTHLY INCOME:
[Figures are for the recent few months which various according to
the reasons]
Months Income
Jan 15,000
Feb 17,000
March 19,500
April 22,300
May 20,800
June 21,000
July 17,000
Aug 16,600
Sept 16,900
Oct 18,000
Nov 17,100
Dec 15,800
Income
25,000
20,000
15,000
10,000
5,000
0
Jan Feb March April May June July Aug Sept Oct Nov Dec

In the month of March, April and May there will be lot of marriages
going on and engaged. Automatically there will be a demand for
market of jewels and ornaments. July, August is consider as the deal
season and again in the September and October month as it is
season of festivals and there will be demand for jewels.

PERSONAL VIEWS AND DESIGNS DRAWN
Mr. Chandran has planned a scheme to promote sales and it is to

be started immediately. Their profit margin for gold, Silver, Stones
etc is about 5%. According to him, “There is always a great demand
for variety of designs in the jewel”.
DESIGN DRAWN
The designs show a unique tendency to repeat over the years. Most
of the designs are more repetition of those existed thousands of
years age, it is just a rhythm; may be small variations are made to
satisfy the idiosyncrasy and ego of the wearer. There again most of
the designs are conceived by craftsmen, with certain small
alteration and modifications suggested by the consumers who take
pride in claiming the fashion as their own.
Indian jewellery is appreciated by foreigners much, because

Indians do not produce it mechanically or to geometrical patterns.
Each piece bound of differ the other though they are of the same
designing, because it is handicraft. But of late, silver jewellery is
gaining popularity at most replacing gold.Probably due to safety
and security reasons. The middle class people constitute bulk
Ellendale because for them, jewellery represents the primary
wealth.

Also, they have a ‘buy back arrangement’ at the price ruling on the
day of the new transaction. According to them customer doesn’t
stand to lose much as the gold price always appreciates.
TOUCH STONES:
The maximum purity of gold to make jewel is 22 carats which

provides the required hardness to facilitate intrinsic carving. Even if
they receive gold in 22ct purity it will have to be converted before
making ornaments. The purity of gold is ascertained by rubbing gold
on touch stones. It is a traditional method.
Touch stone methods of ascertaining purity have no scientific

proof. But all jewelers follow this traditional system when the jewel
is rubbed upon the touch stone them may be a loss of gold.
MARKETING MIX
MARKETING MIX STRATEGY OF THE AGENCY CONCONERNED
Consumer durables of today included mainly the ornaments &

Jewels of gold concentrated marketing is necessary for customer
durables. Marketing strategies very with the type of goods. In case
of consumer durables [jewels and ornaments] marketing men have
to pay special attention to product quality and sales promotion
particularly at the point of sales.

Product mix:
In case of this, the Jewelers especially pay a lot of attention on the

quality of the product. The quality angle is important, as a person
purchasing set of jeweler is generally making a life time purchase
decision & is interested in the quality of the product.
Quality of the goods to be served improves the reputation of

dealers and sales promotion automatically, psychologically, the
craze for gold is based on the “Law of exclusivity”,. According to this
law, demand is inversely proportional to availability and affords
ability. In other wards, the more difficult is to get an item, either
due to its high cost or the availability, the greater will be the craze
and the demand. Thus, for gold, which is expensive and non –
availability nature it is in greater demand. So, it needs the dealers
to finish the gold ornaments with a good quality and look. Also after
sale service and services offered will increase the sales of more
products.
Price mix
Price is the worth paid for a product is determined on the

worthiness and service offered by that product. Gold is the most
precious metal and it is highly expensive due to its nature, quality of
service offered by it and non availability of the gold in times. So it is
of high cost.

The dealers in case of jeweler fix the price for the finished
ornaments and jewels which includes cost of the raw materials
used, and making charges will vary from place to place. Because, of
the nature of work done. For Example: Usually the machine craft
finished Jewels will be less expensive than the handicraft. Also the
market rate is also different from place of place. In Bangalore, they
fix or take into account the local market price of gold in the market
for each day. But in Shivamogga, many of the dealers take into
account Mumbai market rate or Bangalore market price of gold.
KIRAN Jewellery, usually take into account Mumbai market rate.

Sometimes, as per the circumstance presented they will take into
account either the rates or the local i.e. Shivamogga share market
rate existing for the day. But the opening rate and closing rates of
Mumbai market is considered always.
PROMOTION MIX:-
Promotion mix includes all those activities, which are undertaken

to promote the sale of products ultimately. It include determining
the most effective way of informing the consumers about products,
methods of marketing promotion efforts to increase sales etc.
Advertising, salesmanship etc, are the major mixes in the sales

promotion. In case KIRAN Jewellery they have never taken a serious
look into ‘promotional mix’. Advertising and salesmanship
procedures are not taken with much care. Advertising is the most
effective method of sale promotion, which is necessary of every
unit in the modern business worlds. Gifts, offers, discounts, credit
facility are the other strategies offered by the jewelers.
DISTRIBUTION MIX:-
Distribution is the last strategies, which includes the sales service

of the product, goods and services KIRAN JEWELLARY WORKS has
adopted selling direct through own force,. They are the single
selling agents. Only the owners of the shop make the distribution of
the product.
The product i.e. Jewels are completed with the workers in the
prescribed manner and with reasonable fact price determined.

Chapter-3
MARKETING OF JEWELLERY
 Importance marketing mix

 Marketing Price
 Promotion
 Place/distribution

Marketing:
Marketing is a system of integrated business activities

design to develop strategy and plans (marketing mixers) to the
satisfaction of customer wants of select marketing segments or
targets business men refer to marketing as the process of
distribution marketing represent all business actives involved in
determination creation and satisfaction of human wants act wages
Modern marketing is integrated poses of identification assessment
and satisfaction of human want. Hear the focus is on the customer
wants. It is customer oriented under the marketing concept the
empathies is on selling satisfaction rather than selling a more
product
Marketing has been viewed as an ongoing are dioramic process
involving a set of interacting activities dealing with a marketing
offering by producers took consumers on the bases of reliable
marketing anticipation. Marketing is matching process by which
produces provide marketing mix (product, price, promotion,
physical distribution) that meets consumer demand of target
market the limits of society
The process is based on corporate goals and corporate capabilities
marketing process bring together producers and consumer the two
man participants in exchange. Each producer or seller as certain
goals and capabilities in making and marketing his products. The
users marketing research as to tool to anticipate demand then –
provides a marketing mix in order to capitalized marketing
opportunity a exchange as a transaction take place when market
offer is acceptable to the customer who propose to give some think
of value in return against the product so bought
Importance marketing mix
 The four element of marketing mix are co-equal
interdependent as essential the marketing mix acts as the
integrated marketing strategy and fore elements together
constitute the marketing strategy
 Individually four element of marketing are important but
there significance lice in proper mix are blend indicating the unique
may they are combined as carful plan or strategy to meet
compaction is a dioramic marketing environment for one market
segment me have a typical marketing mix
 The decision on the fore element of marketing mix most be
properly co-ordinate and balanced in order to achieve optimum
marketing mix
 A though grasp of the customer is common to all the four
element the marketing mix is expected to provide maximum
customer satisfaction

MARKETING STARETRGY OF THE AGENCY CONCERNED
Consumer durable of today include mainly the ornaments and
jewel of gold concentrated marketing is necessary for consumer
durable marketing strategy very with their of goods. In case of
jewelers ornaments. Marketing men have to play special attention
of product and quality and sales promotion and price peculiarly at
point of sales.
The imprudence of marketing mix such as product price and
promotion constitute the first half of the marketing fully implement
the marketing concept.
The marketing management most not only provide product

service with all company the expected level of consumer service
with all companies the product at a profit does the distribution
logistic input can be turned as the other half of the marketing
concept. In a since marketing policy must be put product with in an
harms length of desire or demand
HL kiran never appointed sales men because it is the matter of

safety. It needs to bare a lot of risk and responsibility to look offer
so they selling directly though own sales forces. They are the single
selling only the owner of the shop makes the distribution of the
product quality has to be assured all the way right of the final use
consumption by the customer we may have customer complaints at
any stage in the final use or consumption and final satisfaction no
doubt quality assurance involves profitability, also after sales

services offered will increase sales more products which increases
reputation of business an increase consumer day by day so dealer
must give extra importance to better quality ornaments
PRICE:
Pricing decisions have strategic importance in any enterprises
pricing governs the very feasibility of and marketing program
because it is a only element in a marketing mix accounting for
demand and sales revenue other elements are cost factors. Price is
only variable factor determining the revenues or income a variety
of economic and social objectives come into prominence in many
pricing decisions. Price at the exchange value of a product of service
always expressed in many price is determined on the worthiness
and service offered by the product gold is most precious metal and
is highly expensive due to its natural, quality of service offered by it
and non availability of the gold in times.
so it is of high cost the dealer in care of jewelers mix the price for
furnished ornaments which includes cost of raw material used
pluses making charges along with these they charged as wastage
that includes while making ornaments certain amount of gold is
wasted such waist is charge on consumers as wastage charge and
making will very from place

Because of the nature of work done for example usually the
machine crafts from place to place in Bangalore there fix or take
into account the local marketed price of gold in the market for each
day ornaments gold rate (22c) is also various south side of
Karnataka they fix to 22 carat gold rate .
Due to increase in demand and shortage of supply. Many gold
sellers sold gold more than market rate
PROMOTION:
promotion is a form of communication white on additional
element of persuasion to accept ideas product service and hence
persuasive communication becomes the waist of promotion the
third elements of marketing mix in essence promotion is the spark
plug of our marketing mix and on important marketing strategy
.promotion the process of marketing communication of inform
persuade ,remind and influence consumers users in favors of your
product or services all kind of promotion player the rate of
communication channels’ between the marketing and the
consumer promotion as element of marketing mix has three broad
objectives .
 information
 persuasion
 Reminding

The overall objectives of promotion are of course
influencing the buyer behavior and his predispositions (need
attitudes goals, beliefs, value and preference).
in case hl Kiran jewelers they have taken a serious look into
promotional mix because of jewelers the peculiarity with jewel
industry is the if a family buys from on jewelers that turn out to a
permanent link such customers will never change the point of
purchase from the one dealer to anther because faith pays a
significant role in business
However they do not offer customer through discount, installment
credited
Facilities and they offer gifts .etc... Gifts including offering wide
variety of items. Such as bags Perce covers diaries, calendars and
so on they are given top
Advertising targets without let or obligation advertiser name,
address, phone Number, and a short sales, message are imprinted
on the item the type of Offering is called "special advertising”
advertising specialists are reminder type of Promotion is hoped
that they will load to customer order and re-order however. they
have limited space available for sales message thy also costly
PLASE /DISTRIBUTION
 The other half of marketing if you boiled a better mousetrap the
word will beat apathy

 To your door but to after the marketing practitioner finds that the
customer wants the
 Delivery of that better mouse trap at the right please at the right
time and in the right
 Quantity further the customer wants adequate after service promp
Product mix:
In case of this, the Jewelers especially pay a lot of attention on

the quality of the product. The quality angle is important, as a
person purchasing set of jewellery is generally making a life time
purchase decision & is interested in the quality of the product.
Quality of the goods to be served improves the reputation of

dealers and sales promotion automatically, psychologically, the
craze for gold is based on the “Law of exclusivity”,. According to
this law, demand is inversely proportional

Chapter-4
DATA ANALYSISE AND INTERPRITATION

DATA ANALYSIS E AND INTERPRITATION
Table -1Table showing distribution respondents as

occupation
Sex Student Business man Employees Others Total %

Male 5 5 8 3 20 40%
Female 7 8 9 5 30 60%
Total 12 13 17 8 50 100%
% 24% 26% 34% 16%
INTERPRITATION
Above total reveals that respondents of male including students,

Businessman, Employees and other are 5,5,8 and 3 and Female
respondents are 7,8,9 and 5 respondents 40% and 60% respectably

18
16
14
9
12
10 8
7
8
6 5
8
4
5 5
2 3
0
Student Business man Employees Others

Table -2
Table showing purchasing habit of respondents
PARTICULARS NO.OF RESPONDENTS %

Yes 15 30%
NO 12 24%
If needed 23 46%
Total 50 100
INTERPRITATION
Purchasing habit in concern with jewels is of ladies only. Many of

the interviewed are of ladies only. Out of there 70% of the
respondents are Ready to purchase are when the price of gold and
silver is higher due to the need of occasion.
From the above schedule it is clear of needed 47 out of 50

respondents are ready to purchase.

Yes
30%
If needed
46%
No
24%

Table-3
Table showing respondents purchased Based on

Design 7 14
Fashion 8 16
Occasion 28 56
Prestige 5 10
Others 2 4
Total 50 100
INTERPRITATION
The above table reveals that about 56% customers purchase jewels
for the need of occasion 16% of customers purchase due to change
in fashion 14% for design 10% for the sake of prestige and 4% for
other purposes.

28
30
25
20
15
7 8
10
5
5 2
NO.OF RESPONDENTS
0
Design Fashion Occasion Prestige Others

Table-4
Table showing respondent’s opinion regarding selection

of jewels

Machine Craft 34 68
Handy Craft 16 32
Total 50 100
INTERPRITATION
The above table reveals that about 68% of customers purchase

machine made jewels and only 32% purchase of handicraft jewels.
Thus if states that many of customers purchase finished jewel as
the designing of hand mode jewel take much time.

100
90
80
70
60
PARTICULARS
50 NO.OF RESPONDENTS
40 %
30
20
10
0
1 2 3 4 5 6 7 8 9

Table-5
Table showing respondent’s opinion towards design

attraction

Yes 32 64
No 16 32
Unanswered 02 4%
Total 50 100
INTERPRITATION
Many of the respondents are attracted by the designs available in

the market out of 50 respondent 32 respondents are ready to
purchase the newly arrived design in the market in the time
interval. They are ready to exchange their existing jewels with that
of the new one.

35 32
30
25
20
16
15
10
5 2
0
Yes No Unanswered

Table-6
Table showing respondent’s opinion towards kiran

jewelers

Reputation 14 28
Faithfulness 18 36
Quality Goods 16 32
Others 2 4
Total 50 100
INTERPRITATION
Thus from the above table it is clear that 36% of consumers have
faith in shop.32%customers purchase due to quality goods 28% due
for reputation and 4% of other purchase.

Others
4%
Reputation
28%
Quality Goods
32%
Faithfulness
36%

Table-7
Table showing consumers expectations from the dealer

Gift discounts 14 28
Installment &Credit 16 32
facility
quality with new 15 30
design
Others 05 10
Total 50 100
INTERPRITATION
From the above it is analyzed that 28% customers expect gifts, are
discounts etc 32% customers expect installment facility and 30%
are expect quality wish new designs 10% of respondents wish other
follow dealer sales as promoting etc.

16
16 15
14
14
12
10
6 5
0
Gift discounts Installment quality with new Others
&Credit facility design

Table -8
Table showing Level of satisfaction and Dissatisfaction
Particulars No. of Respondents %

Satisfied 25 50
Less Satisfied 18 36
Dissatisfied 7 14
Total 50 100
INTERPRITATION
Among 50 respondents 50% are satisfied will the overall

performance of kiran jeweler, 36% of them less satisfied and 14%
are dissatisfaction is mainly due to high prices.
14%
Satisfied
50% Less Satisfied
Dissatisfied
36%

Table-9
Table showing
Respondent’s opinion regarding present location of kiran

jewelers
Particulars No. of respondents %

Very good 8 16
Good 12 24
Average 28 56
Poor 2 4
Total 50 100%
INTERPRITATION
faith in Very good.16% customers purchase due to Goods 24% due
for Average 56%. of consumers have faith in Poor 4%

Average
%
Good
No. of respondents
Very good
0 20 40 60

Table-10
Table showing
10. How often do you purchase:-
FREQUENCY PERCENTAGE
REGULAR 28 56%
OCCASIONAL 22 44%
TOTAL 50 100%
INTERPRITATION
REGULAR.56% due for OCCASIONAL and 44% of other purchase.
total
percentage
frequency
Occasional
Regular
0 10 20 30 40 50
Table-11

Table showing
11. Types of articles purchase:-
ARTICLES PURCHASE FREQUENCY PERCENTAGE

POOJA ARTICLES 20 40%
FANCY ARTICLES 30 60%
TOTAL 50 100%
INTERPRITATION
POOJA ARTICLES.56% due for FANCY ARTICLES and 60% of other
purchase.
frequency
Pooja articles
Fancy articles
total
Table-12

Table showing
12. Opinion on service
SERVICE FREQUENCY PERCENTAGE
BAD 10 20
BETTER 08 16
GOOD 25 50
EXCELLENT 07 14
TOTAL 50 100%
INTERPRITATION
faith in BAD.20% customers purchase due to BETTER 16% due for
GOOD 56%. Of consumers have faith in EXCELLENT 4%

50
45
40
35
30
25
FREQUENCY
20
15 PERCENTAGE
10
5
0
Chater-5

SUGGESTION AND CONCLUSION
SUGGESTIONS AND CONCLUSION

PROBLEMS FACED BY KIRAN JEWELLERY
Generally every business unit is bound to face one of the

other problems. The problems may be internal or external. Some
problem is within the control of the unit which may be solved but
some are outside the control of the unit.
Jeweler and ornaments, dealings is also a sort of business which

includes many problems. The dealer must always be ready to face
these problems. Some of the problems which KIRAN JEWELLERS,
are still in touch are listed below:
1. scarcity of raw material
It just one of the major problem faced by the unit availability

gold in time , availability of pure silver in market makes the dealer
some times to slow down the business .
2. government policy regarding purchase
State government and central government policies regarding

the report of gold is restricted . But only 3 years back
“liberalization” had reduced the restriction to import gold from
foreign country
3. price fluctuation
Price fluctuations in the market also influence the business of

jevellery. According to deviant, one of the proprietor ,if the market

rate of gold is unstable or fluctuation is very difficult to convince
the customer about the rate of gold.
The rice and fall in the price of gold invariable affect the daily
business. Day to day change in the rates and large sum of stock
held by government automatically affect the market for jewels
4. government restrictions:
Government has implied restrictions in purchase or import of

machine from the other nation’s .also heavily taxes as machines in
India, unable a dealer to purchase the machines.
5. share market trends
There is link between the shares in the stock exchange and gold
bricks. The demand for shares , will make the price of gold law
and when demand for shares will down the gold price will start to
increase.
6. Heavy rent, electricity problems etc. are the some of the

internal problems generally.
7. Changing demand for designs. In this case the new design of

today becomes old one tomorrow. And it is difficulty to make the
sales of those designs.
8. Problems created by the local municipal corporations, such as

permitting land, taxes, etc.
9. Demands of craftsman regarding fair rates for work done.

10.Customer creation is always a great task. But it is safer to keep
existing customers continuously.
SUGGESTIONS AND CONCLUSTIONS:

Today’s market is a consumer oriented market. He is center of
all marketing activities. Decisions of consumers depend upon
whether the company is having good brand name and growth. So,
to attract consumers each marketer must take necessary
consumers behaviors help in planning and implementing marketing
strategies.
Human activities do not happen automatically. They are

influenced by motives. Motive the buyer to take decisions to buy.

SUGGESTIONS:
With the help of the survey, it can be ascertained that KIRAN

JEWELLERY WORKS
Has attained a good position in the market. The study also

reveals that there is close competition among different jeweler
shops. The following are some of the suggestions for getting the
marketing strategy more competitive and progressive.
Economic and social justification for existence of a unit is a

satisfaction of the customers wants. Tom Peters, an leading
businessman told that, “Treat and Customers, as an appreciating
asset”.
1. Price is the key factor with which every customer is aware. It is also
one of that factors that determines the image and reputation.
Regarding price of the respondents is of opinion that it is high. To
overcome this price should be made competitive.
2. KIRAN JEWELLARY WORKS WORKS should adopt good information
system so as to get necessary information for taking decisions
regarding marketing, prices, services etc…
3. In order to face competition from various jeweler shops it should
maintain fair prices, proper services and good public relations.

4. From the survey it is clear that there is a great demand for variety
of designs. So, attractive designs are to be offered.
5. Catalogue or the photo feature facilities is recommended for
showing the variety of designs.
6. The jeweler should be kept in the lockers for the safety.
7. Faith plays greater value for a dealer in cases of jewels and
ornaments. Reputation recognition, name and fame come from the
faithfulness of dealers automatically.
8. The regular customers should be provided with the installments as
well as credit facilities.
9. Arguments and bargaining customers should be handled with
patience as it is very difficult to make them understand about the
price fluctuation in the market.
10.Sale services, after sale services and exchange of sold commodities
also play a key role in attracting customers.
Thus, it is always to hold the customers in both the hands

cost five times to gain a new customer. A good sustain with the
customers will promote sales, good will and reputation of the firm.
Traditionally, possession of gold ornaments is a habit that has

been passed down to us by the generations of yester years.
Traditionally beliefs, customs, desires and follow-ups made the
demand for gold and also gold ornaments are always alive.

A well planned and committed work can make KIRAN
JEWELLARY WORKS good will great in the city. I wish all the very
best to them. Until the desire for gold is alive, the craftsmen will be
alive and the art of craftsmen will never come to an end. And it’s a
fact that
KIRAN JEWELLARY WORKS WORKS has already established itself in
the market, can have better marketing strategy, if it gives attention
to the findings of survey and suggestions given above.
This it can concluded that
“Buying your ornaments from KIRAN JEWELLARY WORKS is

almost equal to welcoming the goddess of wealth home simply
because, the ensure purity and quality is part of every jewel”.

QUESTIONNAIRE
BIBLIOGRAPHY

Questionnaire
Dear respondent
I am Santhosh S.K student of final year BBM Govt.

First Grade College, Shivamogga. I am doing consumer
survey for “MARKETING OF JEWELLERY AT
SHIVAMOGGA CITY, A case study of Kiran jewellery
works, Shivamogga. I would be grateful if you could spend
some of your time in filling up this questionnaire, your
response will be kept strictly confidential.
Yours
Santhosh S.K
1) Name :
Qualification :
Address :
Age :
Gender :
2). Do you like to were ornaments jewelers

Yes [ ] No [ ]

3). If yes, which one you like most?
Gold ornaments [ ] Silver [ ]
Pearls [ ] Others [ ]
4) If no, why (please specify):
5) You purchase will be based on

Design [ ] Fashionable [ ]
For need of Occasions [ ] for prestige [ ]
Others [ ]
6). you like your ornaments to be designed by

Handicraft [ ] Machine craft. [ ]
7) When do you consider superior or best?

Handy craft [ ] Machine craft [ ]
8) Your purchase always will be from

Reputed shop [ ] Recognized shop[ ]
Any one [ ]
9) You are ready to purchase when the price of gold and silver is
high?
Yes [ ] No [ ] If needed [ ]

10) Do you like to exchange your ornaments as per the designs and
fashion arrived in the market?
Yes [ ] No [ ]
11) If you are a customer of “KIRAN JEWELLERY” What
promoted you to buy from them?
Reputation [ ] Faith in the dealer [ ]
Quality goods [ ] others
12) Level of satisfaction

Satisfied [ ] Less satisfied [ ]
Dissatisfied [ ]
13) Do you use jeweler: -

Yes [ ] No [ ]
14). from which shop do you buy silver ornaments:-

Kiran jewelers [ ] Others [ ]
15). how often do you purchase:-

Regular [ ] Occasional [ ]
16). Types of articles purchase:-

Pooja articles [ ]
Fancy articles [ ]

17). Purpose of purchase: -
Wedding [ ] Festival [ ]
Gift [ ] Investment [ ]
14). how did you come to know about Kiran jewelers:-

Advertisement [ ] Friends [ ]
Relatives [ ] Others [ ]
15). Opinion on service

Bad [ ] Better [ ]
Good [ ] Excellent [ ]
16). Price
Low [ ] Moderate [ ]
High [ ] Very high [ ]
17). Quality
Bad [ ] Moderate [ ]
GOOD [ ] Excellent [ ]
18). Range of product

Limited [ ] Wide [ ]
19). Mode of payment
Cash [ ] Credit [ ]
20). Working hour of this shop
Convenient [ ] In convenient [ ]
Signature

BIBLIOGRAPHY
 MARKETING MANAGEMENT SHERLEKAR

 TRADING OF JEWELLERY ORNAMENT
 K. MANJAPPA AND SONS
 MAGAZINES
 NEWS PAPERS
 WEBSITE
www.jewellery.com
www.google.com

A Case Study of Kiran Jewellery Works

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MARKETING OF JEWELLERY AT SHIVAMOGGA CITY

A case study of Kiran jewellery works

GFGC, SHIVAMOGGA Page 1

GFGC, SHIVAMOGGA Page 2

GFGC, SHIVAMOGGA Page 3

A successful marketer should keep himself a best of the buying

Which will enable him to suitable change his marketing

Objectives of the project report

 To ascertain the consumer behavior towards marketing of

Area of the study

1. This study is to understand the problem of marketing of

GFGC, SHIVAMOGGA Page 4

This report is based on both primary as well as secondary data. But

1. PRIMARY DATA HAVE BEEN COLLECTED THROUGH

A. Interviewing the proprietor of DEEPA JEWELLARY: primary data

II.SECONDARY DATA HAVE BEEN COLLECTED THROUGH

 Accounts of DEEPA JEWELLARY

GFGC, SHIVAMOGGA Page 5

 the study is restricted to city of shivamogga city only

GFGC, SHIVAMOGGA Page 6

 Marketing mix strategy of the agency concerned

GFGC, SHIVAMOGGA Page 7

History of creation of jeweler and ornaments dates bad to years

In Karnataka these craftsmen are usually called “Akasalis” or

GFGC, SHIVAMOGGA Page 8

KIRAN JEWELLARY WORKS is one of the best recognized,

With an investment of Rs 4000000 he started his business with

ORGANIZATION AND MANAGEMENT:-

The organization formed of the KIRAN JEWELLARY WORKS’ means is

M.R. Chandran, a talented dealer is looking after the business.

GFGC, SHIVAMOGGA Page 9

As per salesman and sales promotion is concerned, they appointed

Today they expect a profit of equal or less than previous year,

GFGC, SHIVAMOGGA Page 10

Yearly income Rs, 2,00,000 approximately figures of achievement

Year Total Incomes in Rs. (Approximately)

Total Incomes in Rs.

GFGC, SHIVAMOGGA Page 11

GFGC, SHIVAMOGGA Page 12

GFGC, SHIVAMOGGA Page 13

Mr. Chandran has planned a scheme to promote sales and it is to

Indian jewellery is appreciated by foreigners much, because

GFGC, SHIVAMOGGA Page 14

The maximum purity of gold to make jewel is 22 carats which

Touch stone methods of ascertaining purity have no scientific

MARKETING MIX STRATEGY OF THE AGENCY CONCONERNED

Consumer durables of today included mainly the ornaments &

GFGC, SHIVAMOGGA Page 15

In case of this, the Jewelers especially pay a lot of attention on the

Quality of the goods to be served improves the reputation of

Price is the worth paid for a product is determined on the

GFGC, SHIVAMOGGA Page 16

KIRAN Jewellery, usually take into account Mumbai market rate.

Promotion mix includes all those activities, which are undertaken

Advertising, salesmanship etc, are the major mixes in the sales

Distribution is the last strategies, which includes the sales service

GFGC, SHIVAMOGGA Page 18

 Importance marketing mix

GFGC, SHIVAMOGGA Page 19

Marketing is a system of integrated business activities

GFGC, SHIVAMOGGA Page 21

The marketing management most not only provide product

HL kiran never appointed sales men because it is the matter of