Gold vs Platinum

GOLD

V S

PLATINUM

Market Survey

Objective

To compare Gold and Platinum on various parameters and

understand consumer behaviour

The Gems and Jewellery sector in India plays a significant role in the Indian economy, contributing around 6-7 per cent of the country’s GDP

The domestic gems and Jewellery industry had a market size of Rs 251,000 crores

It has the potential to grow to Rs 500,000–530,000 crore by 2018

According to a report the Jewellery Market in India is expected to grow at a CAGR of 15.95 per cent over the period 2014-2019.

Overview of Indian Jewellery Industry

Gold

Gold is a chemical element  with symbol Au.

 In its purest form, it is a bright, slightly reddish yellow, dense, soft, malleable and ductile metal.

It is one of the least reactive chemical elements, and is solid under standard conditions.

The metal occurs often in free elemental (native) form, as nuggets or grains, in rocks, in veins and in alluvial deposit

Platinum is a chemical element  with symbol Pt. 

It is a dense, malleable, ductile, highly Unreactive, precious, gray-white.

It occurs in some nickel and copper ores along with some native deposits.

 Only a few hundred tones are produced annually, and given its important uses, it is highly valuable and is a major precious metal commodity.

Platinum

Research Technique• Online survey

Target Segment• People who own either Gold,Platinum or

Both

Sample Size• 120 Respondents

Methodology

Conclusion

75% of the respondents own Gold, Whereas only 12% own Platinum and 13% have both Gold & Platinum n= 120

Conclusions

Gold owners outweighs the platinum owners by far.

Majority say Platinum is costlier.

Price is the most important aspect while purchasing jewellery.

Consumers favour gold for investment purposes

Conclusions

Gold owners are more satisfied with the resale value then platinum

Many consumers are informed about the other uses of gold & platinum apart from making jewellery

On special occasions platinum users prefer platinum and gold users prefer gold by a very large margin

People are ready to change the jewellery what they are currently using

The gold buying consumers are getting younger i.e. 19-

35 years of age.

People are willing to opt for online jewellery shopping.

Jewellery is integral with the wedding but nowadays people are preferring to buy even on small occasions like Birthdays.

New Trends

DEMOGRAPHICS

60%

40%

Gender

MALE FEMALE

AGE(YEARS)

0-188%

19-3569%

36-5011%

51+12%

Age(YEARS)

n=120

GOLD PLATINUM BOTH

75%

12% 13%

Which of these do you own??

n=120

Ownership

Consumer perception on price

Which is costlier?

Gold Platinum Both Cannot say

10%

52%

4%

22%

0%

100%

0% 0%10%

50%

20% 20%

Gold users Platinum users Both

n=120

Influence

price

frien

ds/fa

mily

resa

le v

alue

wid

e ra

nge

othe

r

58%

41% 37% 39%

2%

75%

63%

25%

38%

0%

50% 50%60%

50%

0%

Gold PlatinumBoth

What influences you to select Gold or Platinum?

n=120

GoldPlatinumBoth

30%

60%

10%

Which is more apt for investment?

Investmentn=120

Gold

Platinum

None

Cannot say

10%

7%

33%

50%

Allergies

Which of them can cause allergies?

n=120

Applications

Platinum• Savings• Machinery parts• Medicinal

purpose

Gold• Investment• Medicines• Aircraft

parts

What are the uses apart from making jewellery?

Stylish & Fashionable

Gold Platinum Both

40%36%

24%25%

50%

25%

10%

50%

40%

Gold ownersPlatinum ownersBoth

Which is more stylish or fashionable?

n=120

Durability & Longevity

Gold Platinum Both

36%

18%

46%

25%

55%

20%20%

30%

50% Gold ownersPlatinum ownersBoth owners

Which has more durability and longevity?

n=120

Satisfaction with Resale value

Highly unsatisfiedAverage Not sure Good Highly satisfied0% 5%

30%65%

10%0%

0%

15%

70%

15%

Gold

Platinum

n=120

Availability of Services

Yes

No

88%

12%

92%

8%

Platinum Gold

Is service for gold/platinum e.g. Polishing etc. easily available?

n=120

Comparison on Purity

Which of them guarantees more purity?

Gold Platinum Cannot say

47%

15%38%

20%70% 10%

30% 20%50% Gold owner

Platinum owner

Both owner

n=120

Labour Cost

Gold Platinum Both Cannot say

34%

24%

10%

32%

10%

60%

10% 10%15%

20%15%

30%

Gold owners

Platinum owners

Both owners

Which one of them has a higher labour cost?

n=120

Willingness to Change

Yes65%

No35%

Gold owners

Yes80%

No20%

Platinum owners

Would you be comfortable by changing what you are currently using?

n=120

Online

90%

10%

Platinum owners

Yes No

80%

20%

Gold owners

Yes No

If given an option would you purchase jewellery online?

79%

21%

Both owners

Yes No

n=120

Occasion

No specific reason

New year

Anniversary

Birthdays

Baby Birth

Bonu/Sudden financial gain

Diwali

Akshay tritiya

Wedding

37%

7%

28%

21%

11%

22%

32%

37%

79%

When do you prefer buying your jewellery?

n=120

Preference on Special Occasions

Gold Platinum

75%

25%

15%

85%

Gold ownersPlatinum owners

For special occasions e.g. Marriages what type of jewellery would you prefer?

n=120

Questions?

Thank you!!