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CHAPTER-III
DATA ANALYSIS AND INTERPRETATION
3.1 INTRODUCTION
This study deals with various factors influencing jewellery purchases by the
consumers and it also reflects the various strategies adopted by jewellers is observed.
The acceptance region of framed hypotheses of the study is analysed and defining the
significance of various statistical tests which are applied in the study. It briefly
discusses various themes and subjects of traditional and branded jewellery in context
with consumers. To strengthen the logics evolved in the research and to justify the
hypothesis related to the current research study, various supporting data are also
discussed in this research.
Data analysis is a body of techniques that help to describe facts, recognize
patterns, develop explanations, and test hypotheses. The technique used in this
research study was collection of primary data, using the questionnaire containing
questions both open ended and close ended. Two specific types of questionnaires
were formed for different categories of respondents (consumers, and jewellers). The
questionnaire was divided into several parts as shown below-
a) First part Section A consisted of Socio Dynamic Information i.e. primary
information regarding respondent's name, age, Class, sex, etc.
b) The second part of the questionnaire i.e. Section B deals with the segment of
Interest in Buying Jewellery.
c) Section C constitutes the questions related to Buying behaviour related to
branded Jewellery.
d) Next part consists of Section D which deals with Influencing factors for buying
Jewellery.
The section framed of each questionnaire is of same segment but the views
and questions are specific and relate to a specific category of respondents. On an
average 25 questions are there in each questionnaire.
Interpretation lies essentially as the useful users and utility of the
researchers' findings in proper interpretation. It is through interpretation that the
researcher can well understand the abstract principle that work beneath the
findings.
The survey was conducted in the city of Jaipur in Rajasthan. Before
conducting the survey, the researcher introduced her and informed the consumers
and jewellers that their participation will be absolutely anonymous, voluntary, and
confidential and gave assurance that they could ask questions if they faced any
difficulty. Out of 200 questionnaire forms, 100 forms were distributed to each
category. These categories include jewellers and consumers, who were also asked
some questions from the interview schedule and their views on the topics were
noted.
3.2 TESTING OF HYPOTHESIS
Hypothesis testing is the use of statistics to determine the probability that a
given hypothesis is true or not. The usual process of hypothesis testing consists of
four steps which are given as follows:
1. Formulate the null hypothesis H_0 (commonly, that the observations are the
result of pure chance) There is no significant difference between the
consumer buying behaviour for the branded and the traditional jewellery
and the alternative hypothesis H_a (commonly, that the observations show a
real effect combined with a component of chance variation) i.e. There is a
significant difference between the consumer buying behaviour for the
branded and the traditional jewellery.
2. Identify a statistical test that can be used to evaluate the truth of the null
hypothesis.
3. Compute the P-value, which is the probability that a test statistic at least as
significant as the one observed would be obtained assuming that the null
hypothesis were true. The smaller the P-value, the stronger is the evidence
against the null hypothesis.
4. Compare the p-value to an acceptable significance value alpha (sometimes
called an alpha value). If p<=alpha, that the observed effect is statistically
significant, the null hypothesis is ruled out, and the alternative hypothesis is
valid.
a) For hypothesis testing the following statistical techniques are being used on
the tabulated data.
• t- test
• ANOVA (Analysis of Variance)
• Chi-Square Test (A Goodness of Fit)
In the current research design Chi Square is being applied and values are
interpreted with the help of the table as well as SPSS software
3.3 DATA ANALYSIS
(A) Consumers Buying Behaviour
The consumer can be defined as an individual who buys products or services
for personal use and not for manufacture or resale. A consumer is someone who can
make the decision whether or not to purchase an item at the store, and on the other
hand he or she is the person who gets influenced by marketing and advertisements.
Specific to Jewellery market the consumers can be divided significantly into seven
types, i.e. loyal consumers, magpie, bargain hunters, focused consumers, impulse
consumers, wanderers and desperate men (Appadurai, Arjun, 1997)9 .
An important part of understanding consumer behaviour is to know how
consumers make purchasing decisions. The consumer decision-making process begins
when a consumer realizes he or she wants to make a purchase to satisfy a need.
Therefore in the current research study of Consumer Buying Behaviour with Regard
to Branded and Traditional Jewellery (With Special Reference to Jaipur Jewellery
Market) the attitude of consumers as the buyers of jewellery is important and
significantly their views are discussed below:
(a) Demographic Details of Consumers
Demography is basically a part of social science which is concerned with the
study of human populations, their structure and change (through births, deaths, and
migration), their relationship with the natural environment and with social and
economic change. Suharto, S. (2001)11
.
Therefore demographic study means study of both quantitative and qualitative
aspects of human population. Quantitative aspects include composition, density,
distribution, growth, movement, size, and structure of the population. Qualitative
aspects are the sociological factors such as education quality, crime, development,
diet and nutrition, race, social class, wealth, well being (Freud, 1962)12
.
In the current research study of Consumer Buying Behaviour With Regard to
Branded and Traditional Jewellery (With Special Reference to Jaipur Jewellery
Market) the socio-democratic profile mainly highlights the following points of
jewellery consumers i.e. age details, gender (male, female), native place of
respondents, there financial status= income group annually, members in family i.e.
kind of family, and occupation of self and spouse. This study extends the scope of the
demographic profile of 100 jewellery consumers of Jaipur (India).
Profile of Consumers Based on Gender
Gender is the range of physical, mental, and behavioural characteristics
pertaining to, and differentiating between, masculinity and femininity. Depending on
the context, the term may refer to biological sex (male or female). In the current
research study of consumers of the jewellery market of Jaipur, the gender of
respondents was inclined more towards female and is briefed in Table 3.1 below:
Table 3.1 Profile of Consumers Based on Gender
GENDER No. of Respondents Percentage of Respondents
Male 24 24%
Female 76 76%
TOTAL 100 100%
Chart 3.1 Profile of Consumers Based on Gender
It is observed from the above data that women are the primary end consumers
of jewellery, around 76 % of women buy jewellery and only 24% of men do the same.
Women are by far the largest audience for shopping channels, especially for
jewellery. That’s why those channels market to women, even when they sell men's
rings around Father's Day and Xmas.
(ii) Age
The length of time that one has existed for the duration of life is known as age.
Chronological age is commonly used in marketing and consumer behaviour research.
It is easily measured and is an objective and universal attribute (Settersten and Mayer
1997)13 that is used frequently (Tom, 1997)14. Although chronological age exerts
important influences on consumer behaviours, when used in age related research, it
does not function well as a dependent variable (Barak and Schiffman 1981)15
. In the
current research design, the sample of consumers as respondents are divided into
various age groups as depicted below:
Table 3.2 Profile of Consumer Based on Age Group
Age Group No. of Respondents Percentage of Respondents
Below 25Years 8 8%
25- 35 Years 27 27%
35-45 Years 29 29%
45 Years and above 36 36%
TOTAL 100 100%
Chart 3.2 Profile of Consumer Based on Age Group
It is evident from the above details that all the age groups of consumers have
been trying to be incorporated in the current study. Age group of people above 45
years are maximum i.e. 36% in the present study in the jewellery market, as most of
the persons become parents at this stage and buy jewellery for their kid’s marriage or
other occasion in the family. The people at this age are usually the decision makers in
the family and are the main target consumers of jewellery. Similarly, the people in the
age group of between 25 to 35 years, hold 29% of the current sample population and
people belonging to 25-35 years of age hold 27% which is also a significant
percentage of people in the present study. It can be stated that consumers of jewellery
below the age group of 25 years are minimum i.e. 8% only, as during this age group
very few become independent in Indian society to get their funds and can make their
own decision to buy the jewellery.
(iii) Area Profile
It means a person born in a specified place or associated with a place of birth,
whether subsequently resident there or not. The native place can be rural or urban if
divided as per consumers of jewellery in the current study.
There is a big difference between urban and rural India. One of the major
differences that can be seen between rural and urban India is in their standards of
living.
People living in urban India have better living conditions than those living in
the rural parts of India. There is a wide economic gap between rural and urban India.
Rural India is very poor when compared to Urban India.
Another difference that can be seen between urban and rural India, is in their
level of education. In Rural India, the parents rarely educate their children, and
instead, make their children work in the fields. Poverty, and lack of sufficient
infrastructure, can be attributed to the lack of education in rural India.
About 90 percent of the households in rural India does not have proper
sanitary facilities. The developments have not yet taken place in rural parts of India.
With regard to health care as well, rural India lacks good hospitals when compared to
urban India. Some of the rural areas even lack a dispensary.
The following table 3.3 indicates that the Jewellery consumers belong to
native place urban or rural.
Table 3.3 Area Profile of the Consumer
Native Place No. of Respondents Percentage of Respondents
Rural 19 19%
Urban 81 81%
TOTAL 100 100%
Chart 3.3 Area Profile of the Consumer
It can be viewed from the above data that most of the consumers (81%)
purchasing jewellery in Jaipur belong to the urban place mostly Jaipur itself. Few
belong to native place may be in some rural areas (19%).
(iv). Education level
Capacity, knowledge, or skill that matches or suits an occasion, or makes
someone eligible for a duty, office, position, privilege, status or qualification denotes
fitness for purpose through fulfilment of necessary conditions such as attainment of a
certain age, taking of an oath, completion of required schooling or training, or
acquisition of a degree or diploma. In the current research study the qualification of
jewellery consumers is important to study and is divided into the following groups as
stated in below:
Table 3.4 Educational Level of Consumers
Qualification No. of Respondents Percentage of Respondents
Below 10th
12 12%
Up to 12th 19 19%
Graduates 49 49%
Professional degree 15 15%
Doctorates (PhD) 5 5%
TOTAL 100 100%
Chart 3.4 Educational Levels of Consumers
Qualification is an important distinguishing factor among the consumers of
any goods. In case of current study it is evident that most of the graduates buy
jewellery i.e. 49% of the sample population under study is Graduate. There are 12%
educated people who have completed only 10th
and 19% are educated up to 12th
class.. It is observed that in Jaipur which is an Urban city education had flourished
and many respondents are at least Graduates today. There are some highly qualified
people in current study i.e. 15 % have professional degree i.e. C.A., Doctor, Engineer
and 5% are doctorates too. The qualification analysis brings the fact that all types of
people have been trying to be incorporated into the study, as all persons having
various educational levels have specific understanding of buying jewellery and
therefore acts as a significant variety of consumers in the jewellery market.
(v) Occupation
Occupation is the activity that serves as one's regular source of livelihood. For
ages, men did not treat the woman-folk with justice and fairness. That woman being
inferior to man in intelligence was, for a long, regarded as a self-evident truth. All the
dull and uninteresting tasks were, therefore, assigned to her. In the civilized man built
up, a woman had to be content with an inferior role. It is only recently that woman has
begun to assert her rights and claim equality with man.
Occupational Status of Consumers
The following table and chart 3.5 clearly indicates that the consumers of
jewellery in the current study are working both i.e. Self and Spouse or Only one,
means mostly female is his wife or anything else. The chart 4.6 also clarifies the
difference between the professions of respondents.
Table 3.5 Occupational Status of Consumers
Occupation status No. of Respondents Percentage of Respondents
Self Working-Only Male 58 58%
Self Working- Only Female 7 7%
Both Working 35 35%
TOTAL 100 100%
Chart 3.5 Occupational Statuses of Consumers
It is evident from the above table that most of the people purchasing jewellery
belong to single working family only i.e. mostly males are working and females are
acting as housewives. This type of consumers are 58% among the whole sample
population. It can be observed from the above data that as the financial conditions of
consumers is directly related to the number of persons working in the family therefore
as the consumers who have only single handed income belongs to the average middle
class family and the consumers of family where both husband and wife are working
i.e. 35%, in the current study have more flexibility towards the investment of funds or
liberty to purchase more jewellery than the counterpart. There are only 7% female
consumers who are working only in their family and act as respondents of current
study. All working members of the family belong to various professions as discussed
in below table 3.6:
Table 3.6 Source of Income of Consumers
Occupation No. of Respondents Percentage of Respondents
Business 27 27%
Housewife 39 39%
Service 14 14%
Student 17 17%
Artist 3 3%
TOTAL 100 100%
Chart 3.6 Income Profiles of Consumers
As stated earlier 39% of jewellery consumers are housewives only. 14% of the
total consumers are either engaged in private or in Government services. 27% of
Businessman, 17% students and 3% artists act as consumers of jewellery in the
current study. It can be significantly proved that as the maximum population under
consumers of jewellery are females and most of them are housewives but the man
who purchase jewellery mostly for investment are businessmen.
(vii) Income of Family
In the present study of “Consumer Buying Behaviour with Regard to Branded
and Traditional Jewellery (With Special Reference to Jaipur Jewellery Market)”, the
consumers selected as a sample of the study belongs to the family where they are
having a wide range of income group.
Table: 3.7 Income divisions of Consumers
Income Group of
Respondents
(Consumers)
Income per month
of Respondents
No. of
Respondents
Percentage
Respondents
Below Lower Class Up to 5000 1 1%
Lower Class 5000-15000 6 6%
Lower Middle Class 15000-30000 13 13%
Middle Class 30000-50000 31 31%
Upper Middle 50000-60000 33 33%
Upper Class 60000-above 16 16%
TOTAL RESPONDENTS 100 100%
Chart: 3.7 Income divisions of Consumers
From the above table and chart 3.7 it is evident that most significantly
contributing segment of consumers belongs to upper middle class segment 33% of
society, i.e. their family earnings per month range from Rs 50,000/- to Rs 60,000/-.
The second most important segment is middle class people belongs to 30000-50000
income group they contribute 31% of consumers under study. Around 16% consumers
in this study belong to higher class having a higher income range, i.e. Rs. 60000 and
above per month. The higher income people also evident to significantly express as
the investors in jewellery market or may purchase jewellery for fashion also. But on
the other segment they purchase jewellery only for some reason i.e. marriage, festival
etc. It can also be started from the above data that lower income families don’t have
sufficient funds to invest in costlier jewellery.
(viii) Family Structure
A joint family comprises members of the family that are related to one another
and share a common ancestry, religion, and property. All the working members of the
family pool gather together what they earn and hand them over to the head of the
family who is usually the eldest.
• The joint family preserves the tradition, customs and mariners handed down to
it. Traditional culture and skill in art and craft are safeguarded from generation
to generation. There is a division of labour where the members attend to
different work and contribute to the welfare of the family as a unit.
• A joint family provides an ideal setting for culture of virtues. The foundation of
joint family is based on cooperation unselfishness and tolerance. Children are
taught from a young age the virtues of patience, respect for elders, discipline,
and good habits. Each thing has to be shared. The congenial atmosphere
becomes a nursery for the cultivation of virtues.
The nuclear family consists of a man, his wife and their children. Job
opportunities available in the cities become the main cause of the disintegration of the
joint family system. People migrated to the cities in search of jobs.
• For a number of reasons, a joint family system could not exist in the cities.
There is a lack of living space in the cities. It is difficult to accommodate all the
members of a joint family in a single house in the city.
• A nuclear family has many advantages. In a nuclear family, the mother is able to
look after the needs of her children in a good way. She can take care of their
personal needs in a much better way than she could in a joint family. The
womenfolk never find time to look after their children for they remain busy in
the household work. Children are not as much educated as they join the family
occupation. The womenfolk face many restrictions disharmony occurs because
of the size of the family.
Family Structure of Consumers
The following table and chart 3.8 indicates that the jewellery consumers under
study belong to joint, nuclear or any other kind of family.
Table: 3.8 Family Structure of Consumers
Family Type of Consumers
(Respondents)
No. of Consumers
(Respondents)
Percentage Respondents
Joint 54 54%
Nuclear 43 43%
Other 3 3%
TOTAL RESPONDENTS 100 100%
Chart 3.8 Family Structure of Consumers
Most of jewellery consumers in current study either belong to joint family
(54%) or nuclear family (43%). The equal population ratio has studied the significant
factors of both types of family involved in purchasing jewellery.
(b) Consumers Interest in Buying Jewellery
Archaeologist believes that jewellery has been worn by humans for about
100,000 years. Even after all these years, say social scientists, the drivers that
motivate people to wear jewellery are much the same as in the past. The very earliest
jewellery wearers wanted to proclaim their wealth, power and privilege along with an
identification of gender, age and social class – and so do 21st century jewellery
wearers.
The key difference is that the gem and jewellery industry simply cannot take
the consumer’s need to wear jewellery for granted today. A range of other products on
offer fulfil many of the criteria listed above. Therefore in the current research study
the consumer’s interest in buying jewellery was incorporated with the few statements
as below:
Reasons to Purchase Jewellery
This deals with the fact of asking the consumer for reason for purchasing the
jewellery. The respondents reply is shown in table 3.9 below:
Table 3.9 Purpose of Buying Jewellery
Reason for Purchasing
Jewellery
No. of Respondents %age of Respondents
Investment 35 35%
Fashion 16 16%
Occasions 31 31%
Festivals 18 18%
TOTAL 100 100%
Chart 3.9 Purpose of Buying Jewellery
From the above statement it is observed that 35% consumers of current study
purchase jewellery for investment and 31% of total population buy it at some
occasions such as marriage, birth of kid etc. and 18% buy it for festivals such as
Deepawali, Eid, Chrismas, karwachoth etc. but 16% of them buy jewellery for fashion
purpose. Costume jewellery is manufactured as ornamentation to complement a
particular fashionable costume or garment. In average family people most of the
females buy other fashion products but not purchase regular specific jewellery for
specific fashion of dressing.
Awareness of the Branded Jewellery
The consumers were inquiring about the awareness of the various jewellery
brands available in the market. The data derived from their response is shown in table
3.10 below:
Table 3.10 Awareness of Branded Jewellery
Aware about Brand in
Jewellery
No. of Respondents %age of Respondents
Yes 86 86
No 14 14
TOTAL 100 100%
Chart 3.10 Awareness of Branded Jewellery
Branded Jewellery is the upcoming charming sector of the jewellery market
and maximum population of the sample knew the existence of it. It was observed
from table 3.10 that majority 86% people are aware of the popular jewellery brands
and only 14 % are ignorant. They may be from rural backgrounds, as it can be said
that all people of urban place are always aware of the latest trends.
Preferences for Buying Jewellery
In terms of buying branded or non-branded jewellery, consumers’ preference
is tabulated below in table 3.11:
Table 3.11 Preferences for Buying Jewellery
Jewellery stores No. of Respondents %age of Respondents
Branded Store 46 46%
Traditionally Family Jeweller 54 54%
TOTAL 100 100%
Chart 3.11 Preferences for Buying Jewellery
The other significant fact evolved from the study is that many 46% consumers,
prefer to buy jewellery from branded store and 54% have preferred to buy it from any
traditional Jewellers.
Testing of Hypothesis:
In the above opinion of respondents as recorded in table 3.11 students ‘t” test
was applied to test the central hypothesis H0:. There is no significant difference
between the consumer buying behaviour from branded jewellery store than the
traditional family jewellers (Non-Branded).
Table 3.11 Preference for Buying Jewellery (t- test to test the sign of the Diff B/W
Mean)
Unpaired t test
Do the means of Column A and Column B differ significantly?
P value
The two-tailed P value is > 0.9999, considered not significant.
t = 3.328E-37 with 198 degrees of freedom.
95% confidence interval
Mean difference = 8.000 (Mean of Column B minus the mean of Column A)
The 95% confidence interval of the difference: -4.741E+37 to 4.741E+37
Assumption test: Are the standard deviations equal?
The t test assumes that the columns come from populations with equal SDs.
The following calculations test that assumption.
F = 1.000
The P value is > 0.9999.
This test suggests that the difference between the two SDs is not significant.
As from the above test it is evident that the p value is 0.9999 not significant
and it proves that in view of consumers there is no significant difference or
comparison for buying behaviour between branded and non branded jewellery.
The Null hypothesis of the current research Ho- stated that There is no
significant difference between the consumer buying behaviour for the branded
and traditional jewellery (Non-Branded), is accepted and proved.
The results of above statement also clarify that in Jaipur around equal number
of people is influenced to purchase jewellery from a branded and traditional store.
There is no major factor which makes the respondents in study inclined toward the
purchase of jewellery from any specific brand or non branded products in jewellery
segment.
The above factor evident from table 3.11 is that most of the people know
branded jewellery but prefer to purchase from traditional family jewellers only. 54%
of consumers under study purchase jewellery from traditional jewellers and 46%
nearly half of the people in counterpart purchase from branded shops.
Experience of Buying Branded Jewellery.
The relevance of above fact is also justified by the query which questions the
consumers whether they have purchased any branded jewellery or not. The sample
under study is depicted in table 3.12 below:
Table 3.12 Experience of Buying Branded Jewellery
Purchased any Branded Jewellery No. of Consumers %age
Yes 65 65%
No 35 35%
TOTAL 100 100%
Chart 3.12 Experience of Buying Branded Jewellery
The other significant fact evolved from the study is that 65% consumers have
purchased jewellery from branded store and 35% have never preferred any branded
store. The figures show in the current study as shown in table 3.11 that the experience
to purchase jewellery more in case of traditional jewellery but many have at least
purchased from the branded shop. Therefore, it observed that 35% consumers don’t
get the satisfactory level from the branded store thus they wish not to buy it again
from branded store.
In the current research to study the proportion of respondents towards buying
the branded jewellery segment was statistically analysed by one Sample Proportion
Test. (Z Test)
N = 100; P =0. 65 and q = 0.356
By calculating Z = 3.15
Hypothesis Testing- The hypothesis H1 of current Research deals that the
consumer prefers buying jewellery through branded store than from the traditional
family jewellers.
By the above analytical study it is obtained that since the difference between
observed and expected buying of branded jewellery is more than 2.58S.E at the 1 %
level of significance, hence there is the more consumers proportion who buy
branded jewellery therefore h1 is accepted.
Buying Jewellery for Gifting Purpose.
Many individuals in the society buy jewellery for gifting purpose. Most
commonly to gift their children or gift any near or dear relative or friend as a precious
memorable thing. Therefore in current study it was inquired that whether they buy
jewellery for gifting purpose. The responses are explained below:
Table 3.13 Buying Jewellery for Gifting Purpose
Buy Jewellery for Gift No. of Respondents %age of Respondents
Yes 76 76%
No 24 24%
TOTAL 100 100%
Chart 3.13 Buying Jewellery for Gifting Purpose
Around 76% of consumers under study buy jewellery for gift reason, the
mostly may be at the time of the marriage of their children or any other occasion.
There are few people who buy for their own use or say for investment but not to gift;
they contribute 24% of current study.
(c) Consumer Buying Behaviour Related to Buying Jewellery
The consumer buying behaviour towards branded jewellery is studied to prove
the hypothesis in the current research, the consumers' responses were distinguished
according to the important factors responsible for buying branded jewellery.
Appealing Elements for Buying Branded Jewellery.
The most appealing element which attracts a consumer to buy branded
jewellery is being analysed and the ranking to all attracting elements is done of all
100 sample respondents. Their opinions and ranks are analysed in table 3.14 below:
Table 3.14 Appealing Elements for Buying Branded Jewellery
No. of Respondents (%age of Respondents) APPEALING
ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6
Brand Name 49 31 16 2 1 1
Transparent 14 10 19 22 27 8
Price 2 22 5 13 26 55
Cleanliness 8 5 30 16 19 13
Easy Availability 6 15 10 34 12 14
Designs 21 17 20 13 15 9
TOTAL 100 100 100 100 100 100
Chart 3.14 Appealing Elements for Buying Branded Jewellery
Appealing elements of purchasing jewellery from a branded store as per
opinion from respondents is inclined more towards brand name as 49 respondents
opted it as rank 1, the next common appealing fact for demand in branded jewellery is
Transparency of Branded Store , as 14 given it as Rank 1 and 19, 22 and 27 opted is
as subsequent ranks.
The availability of more numbers of jewellery designs is also the significant
factor which contributes to the appeal of a branded store as 21 respondents marked it
as rank 1 and 17 Rank 2. The availability of jewellery is ranked 4 of 34 respondents in
the current study and cleanliness is ranked 3rd
by respondents.
The least appealing element of branded jewellery store can be Price as 55
respondents gave it as last rank in the current study.
There are many elements that influence of purchasing branded jewellery.
These elements make the consumers more informed about the branded jewellery as
stated by hypothesis H6 which states that there is no significance difference between
appealing elements of buying branded jewellery.
To prove the hypothesis by the statistical analysis test after applying Likerts
scale, interpretation the frequency was analysed with one way ANOVA.
Likert Scale = Rank 1 is good that means it holds more significance as
attracting attributes and rank is decreasing its expectancy. Therefore, in scoring it can
be observed that the rank is correlated with the score obtained in Likert scale. The
mean and max and minimum limit for each item in Likerts scale is collected.
The Likert Scale Frequency table used for statistical analysis is as below:-
LIKERT SCALE FREQUENCY TABLE
Brand Name 294 155 64 6 2 1
Transparent 84 50 76 66 54 8
Price 12 110 20 39 52 55
Cleanliness 48 25 120 48 38 13
Easy
Availability
36 75 40 102 24 14
Designs 126 85 80 39 30 9
Table 3.14 Appealing elements for buying branded jewellery (One Way
ANOVA) On Likerts Scale Data
One-way Analysis of Variance (ANOVA)
The P value is 0.0770, considered not quite significant.
Variation among column means is not significantly greater than expected by
chance.
Post tests
Post tests were not calculated because the P value was greater than 0.05.
Assumption test: Are the standard deviations of the groups equally?
ANOVA assumes that the data are sampled from populations with identical
SDs. This assumption is tested using the method of Bartlett.
Bartlett statistic (corrected) = 20.507
The P value is 0.0010.
The bartlett's test suggests that the differences among the SDs are very significant.
Since ANOVA assumes populations with equal SDs, you should consider
transforming your data (reciprocal or log) or selecting a nonparametric test.
Assumption test: Are the data sampled from Gaussian distributions?
ANOVA assumes that the data are sampled from populations that follow
Gaussian distributions. This assumption is tested using the method Kolmogorov and
Smirnov:
Group KS> P Value Passed normality test?
Column A 0.2338 >0.10 Yes
Column B 0.1521 > 0.10 Yes
Column C 0.1836 >0.10 Yes
Column D 0.1991 >0.10 Yes
Column E 0.1656 >0.10 Yes
Column F 0.3882 0.0051 No
At least one column failed the normality test with P<0.05.
Consider using a nonparametric test or transforming the data (i.e. Converting
to logarithms or reciprocals).
Intermediate calculations. ANOVA table
F = 2.231 = (MS treatment/MSresidual)
Summary of Data
Standard Standard Error of Group Number
of Points Mean Deviation Mean Median
Column A 6 100.00 103.07 42.076 66.000
Column B 6 83.333 45.680 18.649 80.000
Column C 6 66.667 34.656 14.148 70.000
Column D 6 50.000 13.092 43.500 32.069
Column E 6 33.333 19.377 7.911 34.000
Column F 6 16.667 19.336 7.894 11.000
95% Confidence Interval
Group Minimum Maximum From To
Column A 12.000 294.00 -8.178 208.18
Column B 25.000 155.00 35.387 131.28
Column C 20.000 120.00 30.291 103.04
Column D 6.000 102.00 16.341 83.659
Column E 2.000 54.000 12.995 53.672
Column F 1.000 55.000 -3.628 36.961
As The P value is 0.0770 and it is not significant since all elements associated
with branded jewellery play equal role. As hypothesis H6 states that there is no
Source of Variation Degrees of squares Sum of square Mean
Treatments (between columns) 5 29167 5833.3
Residuals (within columns) 30 78439 2614.6
Total 35 107606
significance difference between appealing elements of buying branded jewellery is
rejected.
Popular Jewellery Brands in Jaipur
Over the years Jaipur has witnessed a significant change in the jewellery
designs chosen by women. Till a few decades back they preferred traditional and
heavy gold jewellery. There was a shift from elaborate and heavy weight jewellery to
light jewellery that was trendier which offered, more aesthetic appeal. This shift in
taste of the consumers gave new direction to numerous jewellery brands that took the
consumers by storm. Since ancient Jaipur Jewellery has been considered as one of the
best forms of investment but today gold and diamond jewellery are a style statement.
The top jewellery brands in Jaipur are Tanishq, Nakshatra, Gili, Trendsmith,
Oyzterbey, Sangani, Daksh and Nirvana. Spread across the entire Indian subcontinent
these top jewellery brands in Jaipur are responsible for changing the face of Jaipur’s
jewellery. The products offered by these major players are designed by some of the
best jewellery designers who are professional degree holders from reputed institutes.
It is not that with the introduction of the new light weight jewellery has ousted the
traditional jewellers rather the entire concept has been redefined.
Brand Preference of consumers
Five common brands were being analysed which are frequently used in the
Jaipur jewellery market. The respondent’s choice is reported in table 3.15 below:
Table 3.15 Brand Preference of Consumers
Jewellery Brands No. of Respondents %age of Respondents
Gili 15 15%
Tanishq 39 39%
D’Dmas 23 23%
Oyzterbay 5 5%
Trendsmith 10 10%
Others 8 8%
TOTAL 100 100%
Chart 3.15 Brand Preference of Consumers
From the above data it is evident that Tanishq is the most popular brand in
jewellery for consumers as 47% likes it. D’Dmas is also significantly trusted brand
among consumers and holds 23% of people’s choice. Gilli holds 15% and others such
as Trendsmith and Oyzerbay are less commonly preferred brand in jewellery and have
only 10% and 5% consumer’s choice.
Testing of Hypothesis
In the above table for applying Goodness of Fit (Chi square test) the observed
frequency is given and expected frequency is taken as 100/6= 16.66 (rounded off to
16) and the test was applied to check that the unbiased behaviour of brand preference
towards jewellery consumers in the table.
The Test result is as follows:-
Table 3.15 Brand Preference for Consumers (Goodness of Fit- Chi square Test)
Chi-squared Test (Goodness of Fit Test)
Chi-square: 20.647
Degrees of Freedom: 5
Table size: 6 rows, 2 columns.
The P value is 0.0009.
The row and column variables are significantly associated.
Chi-Squared Test for Trend.
Note: This analysis is useful only if the categories defining the rows are arranged in a
natural order (i.e. Age groups, dose or time), with equal spacing between rows.
Chi-squared for trend = 9.116 (1 degree of freedom)
The P value is 0.0025.
There is a significant linear trend among the ordered categories defining the rows and
the proportion of subjects in the left column.
Summary of Data
Row Total Percent
1 31 15.82%
2 55 28.06%
3 39 19.90%
4 21 10.71%
5 26 13.27%
6 24 12.24%
Total 196 100.00%
Column Total Percent
A 100 51.02 %
B 96 48.98 %
Total 196 100.00 %
The above Goodness of Fit Tests interprets that the Chi-squared for trend =
9.116 (1 degree of freedom) The P value is 0.0025.This means that the frequency of
samples for various branded products is fitted equally to all branded segments.
Influencing Factors of Consumers to Buy a Specific Brand.
The decision of every individual to purchase a specific brand of jewellery
depends largely on one of the important factors such as advertising, or if pressed by
some other family members or word of mouth of someone, or by the display designs
presented by the showroom or any other factor which influences the consumers to buy
the product. Therefore in current study it is significantly important to study the
influencing factor of consumers to buy a specific brand. The responses to this
statement are detailed below in table 3.16 below:
Table 3.16 Influencing Factors to Buy a Specific Brand
Influencing Factors No. of Respondents %age of Respondents
Advertising 14 14%
Shop Display 20 20%
Word of mouth 26 26%
Family/Friend/Relatives 21 21%
Attractive packaging 10 10%
Dealer 6 6%
Any Other 4 4%
TOTAL 100 100%
Chart 3.16 Influencing Factor to Buy a Specific Brand
To purchase a specific brand especially in jewellery segment is influenced for
consumers by various parameters or factors. As per the Consumers' view in current
study 26% of people are influenced by Mouth Publicity i.e. word of mouth of other
consumers who have used the products. Next significant factor is family/ friend’s
recommendations and display of jewellery in store as stated by 21% and 20% of
respondents respectively.
Another important factor which contributes as an influencing factor for the
consumer to buy jewellery from branded store is an advertisement which was opted
by 10% people in the study. Similarly significance is also attained by packing of the
branded products.
Least influencing factors are Dealer kind of branded store or may be any
other miscellaneous factors.
To prove the hypothesis H2: The consumers are more informed about the
branded jewellery, the results of current statement are applied with Goodness of Fit
Test and the data obtained is as follows:
Influencing factor about branded jewellery
In the above table for applying Goodness of Fit (Chi square test) the observed
frequency is given and expected frequency is taken as 100/7= 14.28 ( Rounded off to
14)and the test was applied to check that the unbiased behaviour of influencing
factors which attracts consumers for branded jewellery in the table.
Table 3.16 Influencing factors for specific brand (Goodness of Fit- Chi
square test)
Chi-squared Test for Independence
Chi-square: 15.439
Degrees of Freedom: 6
Table size: 7 rows, 2 columns.
The P value is 0.0171.
The row and column variables are significantly associated.
Chi-Squared Test for Trend.
Note: This analysis is useful only if the categories defining the rows are
arranged in a natural order (i.e. Age groups, dose or time), with equal spacing
between rows.
Chi-squared for trend = 7.972 (1 degree of freedom)
The P value is 0.0048.
There is a significant linear trend among the ordered categories defining the
rows and the proportion of subjects in the left column.
Summary of Data
Row Total Percent
1 28 14.07%
2 34 17.09%
3 40 20.10%
4 35 17.59%
5 24 12.06%
6 20 10.05%
7 18 9.05%
Total 199 100.00%
Column Total Percent
A 101 50.75%
B 98 49.25%
Total 199 100.00%
Interpretation of Goodness of Fit test: - As it is found from the Goodness of
Fit test that Chi-squared for trend = 7.972 (1 degree of freedom) The P value is
0.0048. And considered very significant this implies that according to the hypothesis
H2 the consumers are more informed about the branded jewellery rather than the
traditional jewellery is accepted and proved.
And also observed that the various marketing strategies are equally fit for
response by the consumers. Thus it can be said that consumers have an influence of
various marketing strategies by branded jewellers.
Factors Responsible for Delay in Jewellery Purchase.
Usually for the purchase of a luxury branded jewellery by any individual the
decision takes a few days or even more time such as months or even years in many
cases. Therefore it is also evident to find out the factor which delays the decision of
any individual consumer to purchase the jewellery. Some common important reasons
of respondents under study are analysed in table 3.17 below:
Table 3.17 Factors Responsible for Delay in Jewellery Purchase
Reason for delay in purchase No. of Respondents %age of Respondents
Financial constraints 62 62%
Waiting for more innovative
product
16 16%
Waiting for market response 20 20%
Any Other 2 2%
TOTAL 100 100%
Chart 3.17 Factors Responsible for Delay in Jewellery Purchase
Consumer’s buying decisions usually delays by various unavoidable reasons,
as explained from the above data of respondents it can be said that 62% of
Consumer’s delay the purchase of Jewellery only due to Financial Constraints. 20% of
people while purchasing jewellery from a branded store usually wait for a reply from
the public i.e. for market response over that brand. Around 16% of respondents even
wait for more innovative designs and fashion of jewellery product which can , make
them more appealing towards the purchase as a whole it can be said that
Consumers’ buying are based on convenience instead of brand preference.
Influence of Various Factors on Purchase Decisions
Various factors influence the purchase decision, in order to understand which
one is most influencing, consumers' responses is analysed over their preferences
for liking a brand. In the following Statement- Various factors influence the
purchasing decision specifically to specific individual’s therefore comparative
analysis has been done in table 3.18 below:
Table 3.18 Factors Influencing Purchase Decisions
No. of Respondents (%age of Respondents) Statement
No
Influencing Factors
Strongly
Agree
Agree Disagree Strongly
Disagree
TOTAL
5 Influence of Brand
name
17(17%) 72 (72%) 10(10%) 1(1%) 100%
6 Influence of Quality 59 (59%) 26(26%) 8(8%) 7(7%) 100%
7 Influence of Price 73 (73%) 12(12%) 10(10%) 5(5%) 100%
8 Influence of
Product
15(15%) 20(20%) 38(38%) 27(27%) 100%
9 Influence of Peer
group
12(12%) 15(15%) 41(41%) 32(32%) 100%
10 Influence of
Advertisement
61 (61%) 28(28%) 6(6%) 5(5%) 100%
Chart 3.18 Factors Influencing Purchase Decisions
The above results obtained by respondents in the current study reveals the
factors influencing purchase decisions of jewellery by consumers. The brand name is
a significant factor to purchase the jewellery as it is agreed with 72% AND strongly
recommended by 17% of respondents.
Quality is the maximum opted factor to purchase a jewellery by branded store
as 59% of respondents have opted it as strongly agreed. And 26% have simply agreed
the fact. Similarly Price or Cost factor to purchase a purchase of jewellery is also the
major factor as 73% have strongly supported this fact.
Influence of kind of product is not a significant factor as 38% have disagreed
with the fact and 27% of respondents have strongly disagreed with the statement.
Similar is the response to the peer group of jewellers and they also do not much
influence the purchase of branded jewellery.
Advertisement of brand, unique designs and latest trends of jewellery are the
other influencing factors for the jewellery purchase therefore 61% strongly agree and
28% agree with this.
To prove the hypotheses H1: The consumer prefers buying jewellery through
branded store than from the traditional family jewellers. And H6 there is no
significance difference between appealing elements of buying branded jewellery is
determined by the Statistical analytical test after applying Likert scale interpretation
the frequency was analysed by one way ANOVA
To apply the Likerts Test the four point Likert scale is used and the data are
framed into four points Likerts scale i.e. strongly agree, agree, Disagree and Strongly
Disagree is reported as separate score. Thus the Likert Scale Frequency table used
for statistical analysis is as below:-
LIKERT SCORE TABLE
Strongly
Agree
Agree Disagree Strongly
Disagree
5 Influence of Brand
name
68 216 20 1
6 Influence of Quality 236 78 16 7
7 Influence of Price 292 36 20 5
8 Influence of Product 60 60 76 27
9 Influence of Peer group 48 45 82 32
10 Influence of
Advertisement
244 84 12 5
Table 3.18 Factors influencing Purchase (One way ANOVA) on Likerts data
One-way Analysis of Variance (ANOVA).
The P value is 0.0063, considered very significant.
Variation among column means is significantly greater than expected by chance.
Tukey-Kramer Multiple Comparisons Test.
If the value of q is greater than 3.958 then the P value is less than 0.05.
Comparison Mean
Difference
Q P value
Column A vs Column B 71.500 2.624 ns P>0.05
Column A vs Column C 120.33 4.416 * P<0.05
Column A vs Column D 145.17 5.327 ** P<0.01
Column B vs Column C 48.833 1.792 ns P>0.05
Column B vs Column D 73.667 2.703 ns P>0.05
Column C vs Column D 24.833 0.9113 ns P>0.05
Mean 95% Confidence Interval
Difference Difference From To
Column A - Column B 71.500 -36.360 179.36
Column A - Column C 120.33 12.473 228.19
Column A - Column D 145.17 37.306 253.03
Column B - Column C 48.833 -59.027 156.69
Column B - Column D 73.667 -34.194 181.53
Column C - Column D 24.833 -83.027 132.69
Assumption test: Are the standard deviations of the groups equally?
ANOVA assumes that the data are sampled from populations with identical
SDs. This assumption is tested using the method of Bartlett.
Bartlett statistic (corrected) = 17.150
The P value is 0.0007.
The bartlett's test suggests that the differences among the SDs is extremely
significant.
Since ANOVA assumes populations with equal SDs, you should consider
transforming your data (reciprocal or log) or selecting a nonparametric test.
Assumption test: Are the data sampled from Gaussian distributions?
ANOVA assumes that the data are sampled from populations that follow
Gaussian distributions. This assumption is tested using the method Kolmogorov and
Smirnov:
Group KS test? P Value Passed normality
Column A 0.2919 >0.10 Yes
Column B 0.3484 0.0218 No
Column C 0.3750 0.0085 No
Column D 0.3380 0.0309 No
At least one column failed the normality test with P<0.05.
Consider using a nonparametric test or transforming the data (i.e. Converting
to logarithms or reciprocals).
Intermediate calculations. ANOVA table
Source of Variation Degrees of
Freedom
Sum of
Squares
Mean
Square
Treatments (between columns) 3 73641 24547
Residuals (within columns) 20 89116 4455.8
Total 23 162757
F = 5.509 = (MS treatment/MSresidual)
Summary of Data
Group Number
of points
Standard
Mean
Standard Error
of Deviation
Mean Median
Column A 6 158.00 110.67 45.181 152.00
Column B 6 86.500 66.066 26.971 69.000
Column C 6 37.667 32.210 13.150 20.000
Column D 6 12.833 13.152 5.369 6.000
95% Confidence Interval
Group Minimum Maximum From To
Column A 48.000 292.00 41.839 274.16
Column B 36.000 216.00 17.157 155.84
Column C 12.000 82.000 3.859 71.474
Column D 1.000 32.000 -0.9708 26.637
Interpretation of ANOVA-
As the F value is 5.509 and a P value is very significant i.e. 0.0063. H1: The
consumer prefers buying jewellery through branded store than from the traditional
family jewellers And H6 there is no significance difference between appealing
elements of buying branded jewellery is accepted, which is considered all elements
associated with branded jewellery play an equal role in buying.
Consumers Inclination for Brand Substitution
The decision to switch over to brand from one to another if some promotional
scheme is being launched by another brand is quite common phenome1non
experienced in the luxury jewellery segment and this was analysed in the current
study to respondents. Their views are expressed below:
Table 3.19 Consumers inclination for Brand Substitution
Like to switch over brand No. of Respondents %age of Respondents
Yes 59 59%
No 31 31%
Any Other 10 10%
TOTAL 100 100%
Chart 3.19 Consumers inclination for Brand Substitution
It is evident from the above data that 59% Consumer’s decision to switch over
to brand from one to another if some promotional scheme is being launched by other
branded Jewellers and 31% consumers are brand loyal.
Testing of Hypothesis:-
Goodness of Fit Test
In the above table for applying Goodness of Fit (Chi square test) the observed
frequency is given and expected frequency is taken as 100/3= 33.33 ( Rounded off to
33)and the test was applied to check that the Unbiased behaviour of Consumers for
Inclination of Brand Substitution in the table.
Table 3.19 Inclination of consumers for brand substitution ( Goodness of Fit
Chi Square test)
Chi-squared Test for Independence
Chi-square: 19.708
Degrees of Freedom: 2
Table size: 3 rows, 2 columns.
The P value is < 0.0001.
The row and column variables are significantly associated.
Chi-Squared Test for Trend.
Note: This analysis is useful only if the categories defining the rows are arranged in
a natural order (i.e. Age groups, dose or time), with equal spacing between rows.
Chi-squared for trend = 19.335 (1 degree of freedom)
The P value is < 0.0001.
There is a significant linear trend among the ordered categories defining the
rows and the proportion of subjects in the left column.
Summary of Data
Row Total Percent
1 92 46.23%
2 64 32.16%
3 43 21.61%
Total 199 100.00%
Column Total Percent
A 100 50.25%
B 99 49.75%
Total 199 100.00%
Interpretation of Goodness of Fit test: As it is found from the Goodness of Fit
test that Chi-squared for trend = 19.335 (1 degree of freedom) The P value is <
0.0001. And considered very significant this implies Consumer’s inclination towards
brand substitution if equally Fit.
Popularity and Reliability of Branded over Traditional Jewellery
It is observed that branded Jewellery has their own advantages over
Unbranded articles and thus branded jewellery is popularly chosen by the individual.
In case of jewellery many people feel that brands are better and more reliable than
Unbranded.
Table 3.20 Popularity and Reliability of Branded over Traditional Jewellery.
Respondents Preference No. of Respondents %age of Respondents
Branded Jewellery 84 84%
Traditional Jewellery 11 11%
Any Other 5 5%
TOTAL 100 100%
Chart 3.20 Popularity and Reliability of Branded over Traditional Jewellery.
The popularity and reliability of branded and traditional jewellery as per
consumers of Jaipur is briefed in above table and chart 3.20. 84% of respondents feel
that branded jewellery had gained more popularity in jewellery segment and 11% of
respondents agree with traditional jewellers’ popularity. 5 % of respondents have
indifferent views and do not support branded as well as traditional segment.
As stated in hypothesis H4: The branded jewellery is more reliable rather than
the non branded jewellery, the hypothesis is tested below by One Way ANOVA
technique.
Testing of Hypothesis:-
Table 3.20 Popularity of Branded over Traditional (One way ANOVA)
One-way Analysis of Variance (ANOVA)
The P value is 0.5272, considered not significant.
Variation among column means is not significantly greater than expected by
chance.
Post tests
Post tests were not calculated because the P value was greater than 0.05.
Assumption test: Are the standard deviations of the groups equally?
ANOVA assumes that the data are sampled from populations with identical
SDs. This assumption is tested using the method of Bartlett.
The bartlett's test can only be performed when every column has at least five
values.
Assumption test: Are the data sampled from Gaussian distributions?
ANOVA assumes that the data are sampled from populations that follow
Gaussian distributions. This assumption is tested using the method Kolmogorov and
Smirnov:
Intermediate calculations. ANOVA table
Source of variation Degrees of
Freedom
The sum of
Squares
Mean
Square
Treatments (between columns) 2 1856.3 928.17
Residuals (within columns) 3 3487.0 1162.3
Total 5 5343.3
F = 0.7985 =(MStreatment/MSresidual)
Summary of Data
Group
Number
of points
Standard Mean Standard Error
of Deviation
Mean Median
Column A 2 42.500 58.690 41.500 42.500
Column B 2 6.500 6.364 4.500 6.500
Column C 2 4.000 1.414 1.000 4.000
95% Confidence Interval
Group Minimum Maximum From To
Column A 1.000 84.000 -484.80 569.80
Column B 2.000 11.000 -50.677 63.677
Column C 3.000 5.000 -8.706 16.706
The one way ANOVA interprets that The P value is 0.5272, is not significant,
it means branded jewellery is more popular than traditional jewellery and these
popularity gained because of its reliability so the hypothesis H2: The consumers are more
informed about the branded jewellery and H4: The branded jewellery is more reliable
rather than the non branded jewellery, is proved and accepted.
Consumers Preferences for Buying Jewellery for Gift
As stated earlier that for gifting jewellery many consumers buy branded
jewellery. Therefore in current study it was also analysed that from where many
consumers buy the jewellery for gifting. Their first choice is discussed in table 3.21
below:
Table 3.21 Preference for Buying Jewellery as a Gift
Buy Jewellery for Gifting No. of Consumers %age
Branded 52 52%
Traditional Family Jeweller 48 48%
TOTAL 100 100%
Chart 3.21 Preferences for Buying Jewellery as a Gift
The Null Hypothesis of Current research states Ho: There is no significant
difference between the consumer buying behaviour for branded jewellery and
traditional jewellery (Non-Branded). And the data obtained from above figures states
that in view of consumers as the buying from traditional jewellers is and 48%
branded jewellers is 52% which are nearly equal. Thus there is no significant
difference between the consumer buying behaviour for the branded jewellery store
and the traditional jewellery (Non-Branded), and hence the hypothesis HO is
accepted and proved.
(d) Influencing Factors for Buying Jewellery
Characteristic of Traditional Jewellers
Traditional jewellers of any city are assumed as they influence consumer by
any specific quality i.e. traditional jewellery design or reasonable price policies.
Therefore for easier to understand the characteristics of these traditional jewellers and
the likings of the consumer for these characteristics of the current section is placed.
The main characteristics related to the concept of traditional jewellers are:
(i) Convenient
Convenient means Suited or favourable to one's comfort, purpose, or needs. In
case of jewellery many traditional or family jewellers are convenient as they change
as per the situations of consumers. They modify their comfort level for the
convenience of the consumer.
(ii) Trustworthy
The jeweller is a person who creates his brand or individual trust of the
consumer. Trustworthy stands for Deserving of trust or confidence; dependable;
reliable. In case of family jewellers the generations of jewellers have gained the
confidence, trust and reliability of consumers on their products, thus trustworthy is the
rarely seen quality of any individual which is created with long term relationships
only.
Other important characteristics studied are good investments, reasonable price
and traditional designs. Consumers are asked to place the points against each
component of character of traditional jewellers. Their views are analysed in table 3.22
below:.
Table 3.22 Characteristics of Traditional Jewellers
No. of Respondents given Points Characteristics of
Traditional Jewellers 1 2 3 4 5 6 7 8 9 10
Convenient 1 5 6 4 2 4 9 8 10 1
Trustworthy 0 0 0 0 2 1 3 8 10 26
Good Investment 0 4 8 4 2 5 8 7 9 3
Traditional design 0 0 3 9 11 14 10 3 3 0
Price 0 0 0 0 0 0 0 4 14 32
Point Scale- 1 being the lowest and 10 being the highest.
Chart 3.22 Characteristics of Traditional Jewellers
To prove the Null Hypothesis H5 : The consumers have an impact on the
pricing policies adopted by the non branded jewellers by the Statistical analytical test
after applying Likert scale interpretation the frequency was analysed with the
Goodness of Fit test. Thus the Likert Scale Frequency table used for statistical
analysis is as below:
LIKERTS SCALE FREQUENCY TABLE
1 2 3 4 5 6 7 8 9 10
Convenient 1 10 18 16 10 24 63 64 90 10
Trustworthy 0 0 0 0 10 6 21 64 90 260
Good Investment 0 8 24 16 10 30 56 56 81 30
Traditional design 0 0 9 28 55 84 70 24 27 0
Price 0 0 0 0 0 0 0 32 126 320
Table 3.22 Characteristics of Traditional Jewellers (Goodness of fit- Chi
square test)
Chi-squared Test for Independence
Chi-square: 1250.0
Degrees of Freedom: 36
Table size: 5 rows, 10 columns.
The P value is < 0.0001.
The row and column variables are significantly associated.
Summary of Data
Row Total Percent
1 306 16.60%
2 451 24.47%
3 311 16.87%
4 297 16.12%
5 478 25.94%
Total 1843 100.00%
Chi Square value is 1250 and P < 0.0001 which is quite significant and it can
be claimed from the above Goodness of Fit analysis that the characteristics are
equally fit. And H5 the consumers have an impact of the price factors adopted by the
traditional (non branded) jewellers is accepted and proved.
Important characteristics of Branded Jewellers
It deals with the characteristic points opted by consumers under study for
branded jewellers. The characteristics important for branded jewellers are:-
(i) Wide range of products under one roof
As the braded jeweller has many showrooms in the country and try to keep
all varieties of jewellery items in all states of the country. Similarly the items placed
in one showroom automatically becomes in a wide range.
(ii) Shopping Experience
It is a term which directly relates to the emotional feelings of consumers.
Shopping Experience means far more than just a fast and easy purchase of our daily
Column Total Percent
A 1 0.05%
B 18 0.98%
C 51 2.77%
D 60 3.26%
E 85 4.61%
F 144 7.81%
G 210 11.39%
H 240 13.02%
I 414 22.46%
J 620 33.64%
Total 1843 100.00%
needs. The diverse real, shopping worlds invite us to explore and experience their
unique atmosphere. Cosy lighting, generous space and store decoration in warm
colours guarantee every customer a very relaxing shopping experience. Branded
Jewellers colour-coded guidance system and aisle numeration ensure that consumer
will find what they are looking for quickly.
(iii) Price :
Other characteristics of Branded jewellery are Price is higher than traditional
family jewellers but they keep trendy, fashionable and designer jewellery.
The respondent’s opinion is asked to place the points against each
component of characteristics of branded jeweller. Their opinion is analysed in table
3.23 below:
Table 3.23 Characteristics of Branded Jewellers
No of Respondents given Points Characteristics of
Branded Jeweller 1 2 3 4 5 6 7 8 9 10
Wide range of
products under one
roof
0 0 0 0 2 1 4 7 12 24
Shopping Experience 0 1 0 5 5 1 4 7 6 21
Price 1 5 6 4 2 4 9 8 10 1
Trendy & fashionable
jewellery
0 6 7 3 2 5 8 9 9 2
Point Scale- 1 being the lowest and 10 being the highest.
Chart 3.23 Characteristics of Branded Jewellers
Consumer buying behaviour and attributes of branded jewellery are measured
by the Statistical analytical test after applying Likert scale interpretation the frequency
was analysed with the Goodness of Fit test. Thus the Likert Scale Frequency table
used for statistical analysis is as below:
FREQUENCY TABLE
1 2 3 4 5 6 7 8 9 10
Wide range of products
under one roof
0 0 0 0 10 6 28 56 108 24
0
Shopping Experience 0 2 0 20 25 6 28 56 54 21
0
Price 1 10 18 16 10 24 63 64 90 10
Trendy & fashionable
jewellery
0 12 21 12 10 30 56 72 81 20
Table 3.23 Characteristics of Branded Jewellers (Goodness of fit- Chi square test)
Chi-squared Test for Independence
Chi-square: 501.26
Degrees of Freedom: 27
Table size: 4 rows, 10 columns.
The P value is < 0.0001.
The row and column variables are significantly associated.
Summary of Data
Row Total Percent
1 448 30.50%
2 401 27.30%
3 306 20.83%
4 314 21.38%
Total 1469 100.00%
Column
Total Percent
A 1 0.07%
B 24 1.63%
C 39 2.65%
D 48 3.27%
E 55 3.74%
F 66 4.49%
G 175 11.91%
H 248 16.88%
I 333 22.67%
J 480 32.68%
Total 1469 100.00%
As the Chi Square value is 501.67 and P is < 0.0001, which is very significant
therefore H6 states that there is no significance difference between appealing
elements of buying branded jewellery is accepted.
Consumer Satisfaction
Consumer satisfaction is a central concept in modern marketing thought and
practice. The marketing concept emphasizes delivering satisfaction to consumers and
obtaining profits in return. As a result, the overall quality of life is expected to be
enhanced. Thus, consumer satisfaction is crucial to meeting various needs of
consumers, business, and society. The realization of this importance has led to a
proliferation of research on consumer satisfaction over the past two decades. Attempts
to make significant contributions toward understanding this important area have been
made, including numerous studies and annual conferences on consumer
satisfaction/dissatisfaction and complaining behaviour.
Satisfaction is the consumer’s fulfilment response. It is a judgment that a product or
service feature, or the product or service itself, provided (or is provided) a pleasurable
level of consumption-related fulfilment, including levels of under- or over-fulfilment.
Thus the customer or consumer satisfaction is the most important issue to be realized
in all business. Therefore in the case of jewellery business also the consumer
satisfaction is very important parameter to be analysed.
The level of satisfaction a customer has with a company has profound effects.
Studies have found that the level of customer’s satisfaction has a positive effect on
profitability:
• A totally satisfied customer contributes 2.6 times as much revenue to a company
as a somewhat satisfied customer.
• A totally satisfied customer contributes 17 times as much revenue as a
somewhat dissatisfied customer.
• A totally dissatisfied customer decreases revenue at a rate equal to 18 times
what a totally satisfied customer contributes to a company.
Thus in current research studies the consumer satisfaction by both the
Traditional jewellers and Branded jewellers under study are analysed. The consumers
opt the satisfaction level as rank to the traditional and branded jewellers both in
statement 3 and 4 of the current section.
Satisfaction level of Consumer for Branded and Traditional Jewellery
The satisfaction level of respondent for buying branded or traditional jewellery
is analysed in table 3.24 below:
Table 3.24 Satisfaction level of consumer for Branded and Traditional
Jewellery
No. of Consumers given Points Type of Jeweller
1 2 3 4 5 6 7 8 9 10
Traditional Jeweller 1 5 6 4 2 4 9 8 10 1
Branded Jeweller 2 6 4 3 3 5 10 8 9 2
Point Scale- 1 being the lowest and 10 being the best
Chart 3.24 Satisfaction level of consumer for Branded and Traditional Jewellery
The Null Hypothesis Ho There is no significant difference between the
consumer buying behaviour for the branded and the traditional jewellery is judged
by the Statistical analytical test after applying Likerts scale interpretation the
frequency was analysed with Two Sample “t” Test. Thus the Likert Scale Frequency
table used for statistical analysis is as below:-
LIKERT SCALE FREQUENCY TABLE
1 2 3 4 5 6 7 8 9 10
Traditional
Jeweller
1 4 4 2 12 20 3 24 9 10
Branded
Jeweller
2 5 3 2 18 25 4 24 9 20
Table 3.24 Satisfaction Level of Consumers (Two sample t test on Likerts
Data)
Unpaired t test
Do the means of Column A and Column B differ significantly?
P value
The two-tailed P value is 0.8056, considered not significant.
t = 0.2498 with 18 degrees of freedom.
95% confidence interval
Mean difference = 2.600 (Mean of Column B minus the mean of Column A)
The 95% confidence interval of the difference: -19.270 to 24.470
Assumption test: Are the standard deviations equal?
The t test assumes that the columns come from populations with equal SDs.
The following calculations test that assumption.
F = 1.239
The P value is 0.7552.
This test suggests that the difference between the two SDs is not significant.
Assumption test: Are the data sampled from Gaussian distributions?
The t test assumes that the data are sampled from populations that follow
Gaussian distributions. This assumption is tested using the method
Kolmogorov and Smirnov:
Group KS P Value Passed normality test?
Column A 0.1697 >0.10 Yes
Column B 0.2524 0.0704 Yes
Summary of Data
Parameter: Column A Column B
Mean: 32.300 34.900
# of points: 10 10
Std deviation: 24.486 22.002
Std error: 7.743 6.958
Minimum: 10.000 18.000
Maximum: 90.000 90.000
Median: 26.000 26.500
Lower 95% CI: 14.785 19.162
Upper 95% CI: 49.815 50.638
As The two-tailed P value is 0.8056, considered not significant. And t =
0.2498 with 18 degrees of freedom which is not significant , thus it is found that Ho
There is no significant difference between the consumer buying behaviour for the
branded jewellery and the traditional jewellery.
RELIABILITY ANALYSIS OF CONSUMERS RESULTS:-
CRONBACH’S ALPHA
Reliability Statistics---- MAIN STUDY
Cronbach's Alpha N of Items
.739 49
The above reliability study indicates that the consumers’ responses are reliable
up to significant levels and free from biases.
(B) ANALYSIS OF JEWELLERS RESPONSES
The jeweller is the person who sells or modifies or repairs the jewellery as per
consumer requirements. The most common form of jewellers is either Traditional or
Family Jeweller and the second important category of jewellers is branded jewellers.
Jewellers of many Traditional jewellery houses and maximum Branded jewellery
hubs of Jaipur are targeted as respondents.
(a) Demographic details of Jewellers:
In the current study both the traditional family jewellers and various Branded
jewellers located in the pink city Jaipur are taken as respondents thus their
demographic details such as Name of jewellers, brand name i.e. Tanishq, Gili,
D’Dmas, Oyzterbay, Sangini etc., and their branches in Jaipur or in all metro cities.
Traditional jewellers who shared their point of view in a current study belong
to all high, medium and small range Jaipur based traditional jewellers. The few
important traditional jewellers were from Surana Jewellers , Motisons Jewellers,
Kothari Jewellers, JKJ Jewellers, PB Jewellers, M. B. Sons Jewellers and many more
jewellers have either one or many branches in Jaipur or in other states.
It is evident that in branded segment the respondents do not belong to another
category this signifies that all are having some brand associated with them But in case
of non branded i.e. traditional jewellery segment the no of respondents from others
category is maximum and high , this signifies that in non branded segment the small
showroom of the city are also trying to be analysed. The data also signifies that
researcher had tried to make the equilibrium among respondents size and analyse 50%
Branded respondents and 50% traditional respondents.
(b) Establishment of Jewellery Store:
The next section of questionnaire in current research signifies the respondent’s
jewellery store establishment details. It is inquired from the jewellers that how long in
years the store was developed in Jaipur. The question was opted by both traditional
and branded jewellers and the responses are analysed in table 3.26 below:
Table 3.25 : Origin of Jewellery Business
Years of Establishment No. of Respondents Percentage of Respondents
Less than 10 years 29 29%
10-15 Years 14 14%
15-20 Years 33 33%
Others 24 24%
TOTAL 100 100%
Chart 3.25 Origin of Jewellery Business
The above data also makes a significant point in the current research study that
the maximum jewellers are established 15-20year back i.e. 33%. The jewellers
developed less than 10 years are 29% and 10-15 years are 14%. The respondents who
do not belong to these categories are 24% which indicates that these might be the
oldest or many generations of Family and Traditional jewellers of Jaipur.
The next statement deals only with traditional or family Jewellers’ as
respondents and signifies the generation of business they are in the field of jewellery.
The Traditional or Family jewellers have opted the question and their responses
shows that out of 100 only 17 (34%) is first generation jewellers i.e. their parents
were not associated with jewellery store. Remaining all i.e. 33 (66%) are either
Second, Third or Fourth Generation jewellers of Jaipur.
As stated earlier about the characteristics of jewellers it can be said that as the
jewellers for generations have obviously built the Trusts of consumers. The trust is
built in the years when consumers use the same person’s services or products.
Therefore these Traditional or Family jewellers prove to be significant in the current
research study of Consumer buying behaviour.
Branches are the location, other than the main office, where business is
conducted. Most branch offices are comprised of smaller divisions of different aspects
of the company such as human resources, marketing, accounting, etc. A branch office
will typically have a branch manager who will report directly to, and take orders from,
a managing member of the main office.
Branch offices are useful in that it allows the administrative aspect of the
business to be conducted in locations around the globe. For example, in the jewellery
industry Tanishq has branch offices so as to be able to meet closely with the store's
district managers in a more cost effective manner, as well as cater to, and be more
informed in, the needs of specific locations.
Profile of Jewellers Based on Branch Detail
In the current study in this section the branches of jewellers'’ store and the
kind of branches i.e. local, other states and International of both Branded and Non
Branded dealers are analysed and reported in table 3.27 below:
Table 3.26 Profile of Jewellers Based on Branch Detail
Branded Jewellers Non Branded Jewellers (Traditional /
Family Jewellers)
Yes No Yes No Branches
42 08
Branches
19 31
Kind of Branch No. of Branches Kind of Branch No. of Branches
Local 10 Local 9
Other states 26 Other states 10
International 6 International Nil
Chart 3.26: Profile of Jewellers Based on Branch Detail
It is evident from the above data that 42 out of 50 branded jewellers have
branches and only 8 do not have any form of branches. But in case of Traditional or
Family jewellers only 19 have branches and that also maximum local and in the same
city with non International, and maximum i.e. 31 are having only a single store in the
Jaipur city only.
(c) Jewellers Attitude with Branded Jewellery
In this section of the questionnaire the researcher had tried to prove the role of
Jewellers attitude with branded jewellery.
Awareness of Brand amongst Jewellers in Jaipur City.
Jewellers of various stores are aware of branded jewellery or not were
analysed in statement 1 of this section and the opinion of respondents is shown in
table 3.27 below:
Table 3.27 Jewellers Response towards Brand
Opinion of Respondents No. of Respondents %age of Respondents
YES
96 96%
NO 4 4%
Chart 3.27 Jewellers Response towards Brand
It is observed by the above figure that 96% of jewellers respondents are aware
about branded jewellery in Jaipur. They include Traditional jewellers also, as the
growth and demand of branded jewellery are increasing the awareness among the
public for branded jewellery is also increasing.
Awareness of Jewellers for Various Brands in Jewellery
As stated earlier Jaipur jewellery market has many brands thus the respondents
were asked about the brand they were aware of this section. The opinion of
respondents is stated in table 3.28 below:
Table 3.28 Awareness of Jewellery Brands
Name of Brand No. of Respondents %age of Respondents
Tanishq 56 58.33%
Gili 20 20.83%
D’Dmas 35 36.45%
Oyzterbay 12 12.50%
Transmit 10 10.41%
Others 17 17.70%
TOTAL 100% (Total 96 respondents were aware of the
brands)
Chart 3.28 Awareness of Jewellery Brands
Out of 96 respondents who were aware of the brands 42% were aware about
Tanishq the most renowned brand of jewellery. 26%, 5% and 15% were aware
respectively about D’dmas and Gili jewellery brands. And the remaining were aware
about 95% Oyzterbay and 8% of Trendsmith.
Impact of Branded Jewellery on Jewellery Business.
Business is directly or indirectly depends on the competitors of that field. In
jewellery business also the trend of branded jewellers had developed significantly,
therefore it can be said that it might have affected the sales of the counterpart i.e.
traditional jewellers or other branded jewellers. Therefore to analyse that the business
is being affected by brands or not, is tabulated below:
Table 3.29 Impact of Branded Jewellery on Business
Opinion of
Respondents
No. of Respondents %age of Respondents
YES 74 74%
NO 26 26%
Chart 3.29 Impact of Branded Jewellery on Business
The above data affirms that 74% of respondents agree with the fact that
consumers are diverted due to branded jewellery. Business is being affected by
Branded jewellery. It was also found that all Non Branded agreed with the fact and
only 26% jewellers denied that these brands effect other jewellery businesses.
Testing of Hypothesis:-
Sample Proportion Test:-
N= 100, p=0.74 and q= 0.26
Therefore Z= 5.47
Since the difference between the observed and expected impact of branded
jewellery on business is more than 2.58 at the 1 % level of significance , and it is
concluded that association of brand in jewellery plays a vital role in business .
Various Categories of Consumers for Buying Jewellery.
There are various categories of consumers of jewellery analysed in the study,
thus it is important to analyse the category of consumer being witnessed by jewellers.
The views for this statement 4 of current section are analysed in the table below:
Table 3.30 Categories of Buying Jewellery
Category of Consumer No. of Respondents %age of Respondents
Urban 39 39%
Semi- urban 21 21%
Rural 28 28%
Others 12 12%
Chart 3.30 Various Categories of Consumers for Buying Jewellery
It is also evident from the above figures that most of the consumers of the
Jaipur jewellery market are either from Urban sector or Semi Unrban i.e. 39% from
Urban and 21% from semi Urban category. Only 28% are from rural backgrounds ,
they might also be some relatives, or friends or associates of the person residing in
Jaipur.
Demand for Specific Brand
Regarding the demand of specific brand for consumers it was analysed in the
next that their consumers ask specific brand of jewellery or not. The results are shown
below:
Table 3.31 Demand of Specific Brand
Opinion of Respondents No. of Respondents %age of Respondents
YES 62 62%
NO 38 38%
Chart 3.31 Demand for Specific Brand
The result deals with the consumer demand of branded jewellery is 62%,
respondents agreed with the fact that their consumers are more aware about branded
jewellery and because of popularity and reliability of branded jewellery they are more
interested in buying branded jewellery. Rest of 38% consumers are satisfied with
traditional family jewellers.
(D) Influencing Strategies for Selling Jewellery
Understanding and implementing effective selling strategies is required for
businesses of various sizes. If an entrepreneur or his sales team does not have the
necessary skills to initiate and close a sale, the company usually loses money and also
ruins its reputation. Whether a company sells wedding dresses or a computer, the
selling strategies optimistically influence whether consumers decide to make a
purchase from one or another competitor.
Various selling strategies are being used by all business stores especially of
jewellery to promote the sales, few of these are studied below:
(i) Discount:
In simple terms, Discount is an allowance or rebate in price. Discount is given
so that the buyer is induced (lured) to place an order and later to make payment on
time. Discount is also generally referred to as a deduction in price. The seller deducts
the discount from the gross or total price, and the buyer is supposed to pay the net
deducted amount.
Figure 21 Types of Discount
• Cash Discount
Cash discount is an allowance or concession given by the seller to the
consumer. This discount is offered to encourage the buyer for fast payment or
settlement. It is allowed for immediate payment of cash or payment within a very
short duration of period.
The cash discount is usually shown in the quotation and invoice. It is deducted
from the total price and the buyer is requested to pay only for the net deducted
amount. Cash Discount is usually stated in the percentage form.
• Trade Discount
Trade Discount is basically a reduction in the catalogue price of the goods
allowed only if the quantity ordered by the buyer is placed. Its main purpose is to
encourage the buyer to make bulk purchases. It is allowed on cash as well as credit
sales.
The trade discount is particularly not shown in the books of account. The trade
discount is calculated as some percentage of the catalogue price. It measures
according to the quantity of the order.
(ii) Cash Back
It is one among the new sales promotion strategy, which implies that when you buy
something from a shop and receive cash back. It can be quite useful in shops for
obtaining cash during a transaction, where the shopkeeper will give you some cash,
but add it onto the bill. The term is also used by companies when they are trying to
lure you into making a higher side of the purchase, by telling you you'll receive a load
of money back as cash back. In reality though, you should just take the amount they
promise to you off the initial price and compare with other deals in the market.
(iii) Zero making Charges
Technically these are the charges consumer pays to the Gold Smith to make
the Jewel out of raw gold is known as making charges. To improve the sales and to
promote the new designs and products jewellers provide zero making charges for
benefits or to lure the consumers.
(iv) Gifts
It is universally accepted that giving and accepting of gifts and hospitality has an
important role in facilitating business relationships and practice. A meal out with a
supplier can help build a relationship; a pen with your firm’s name on it can remind a
customer of you when they need a quote. This is the older selling policy of all
business firms including jewellers.
Various Strategies Adopted by the Jewellers for Selling.
Selling Strategies helps companies and shops to develop comprehensive
strategies to increase sales opportunities. Sales teams try to use the popular Blue Sheet
to develop action plans to successfully sell solutions that require approval from
various decision makers in the customer's organization
These strategies help to fight with the developing completion in the field of
jewellery selling this section are analysed in table 3.32 below:
Table 3.32 Selling Strategies Adopted by the Jewellers
Adoption of Selling Strategies
Yes No Opinion of Respondents
92 08
Type of Strategies No. of Respondents
Gifts 06
Cash back 17
Zero making charges 19
Discounts 54
Others 04
Chart 3.32 Selling Strategies Adopted by the Jewellers
92% of Jewellers agreed with the fact that they apply various selling strategies
to enhance the sales of their showrooms. 54% of these are agreed that discount is
frequently used by jewellers. Zero making charges are also a common strategy which
can be opted only by 19% Jewellers in the market. 17% jewellers opted for cash Back
offer, in little percentage of cash spend by consumers. This strategy is frequently
employed by branded jewellery where most payments are made through credit cards
and the banks involved in credit Cards facilitates these types of Cash back schemes to
Businessman. 6% jewellers agree with the common policy of selling i.e. Gifts with
purchase. Various jewellery items are given in remembrance such as a gold ring,
pendants, or Gifts related with God such as Silver Coin of Goddess Saraswati, and
Lakxmi goddess, or silver glasses, key rings are the most common Gifts given by
them.
To prove the hypothesis H3: The consumers have an influence of the
marketing strategies adopted by branded jewellery, Chi Square Test is applied over
the tabulated data and results obtained are as follows:-
In the above table for applying Goodness of Fit (Chi square test) the observed
frequency is given and expected frequency is taken as 100/5= 20 and the test was
applied to check that the Unbiased nature of strategy applied by jewellers in the table.
The Test result is as follows:-
Table 3.32 Selling strategy adopted by jewellers (Goodness of fit- Chi
square test)
Chi-squared Test for Independence
Chi-square: 34.096
Degrees of Freedom: 4
Table size: 5 rows, 2 columns.
The P value is < 0.0001.
The row and column variables are significantly associated.
Chi-Squared Test for Trend.
Note: This analysis is useful only if the categories defining the rows are
arranged in a natural order (i.e. Age groups, dose or time), with equal spacing
between rows.
Chi-squared for trend = 3.564 (1 degree of freedom)
The P value is 0.0590.
There is not a significant linear trend among the ordered categories
Defining the rows and the proportion of subjects in the left column.
Summary of Data
Row
Total Percent
1 26 13.00%
2 37 18.50%
3 39 19.50%
4 74 37.00%
5 24 12.00%
Total 200 100.00%
Column Total Percent
A 100 50.00%
B 100 50.00%
Total 200 100.00%
Chi-squared for trend = 3.564 (1 degree of freedom) The P value is 0.0590.
Thus the hypothesis H3: -The consumers have an influence of the marketing strategies
adopted by branded jewellers is accepted and proved.
Occasion Preference to Execute Selling Strategies.
The planning and implementation of selling strategy are also much important
to improve the sales. Thus respondents were asked about the time of planning of
above selling strategies. These are tabulated below:
Table 3.33 Occasion Preference to Execute Selling Strategies
Time of Offer No. of Respondents %age of Respondents
Festivals 36 36%
Wedding Season 17 17%
Off season 47 47%
TOTAL 100 100%
Chart 3.33 Occasion Preference to Execute Selling Strategies
The time of strategy is also much evident for jewellers , as 47% of respondents
applies any selling strategy during the off season time and 36% place it at Festival
time, while only few 17% put their strategies in Wedding time, as it is the peak time
for consumers to buy the jewellery.
Response of Selling Strategies.
The success of any selling strategy is analysed by increase in sales than the
usual or normal sales. Thus the effect of execution of strategy by jewellers was
analysed in the study by the above statement, and the views are tabulated below:
Table 3.34 Response of Selling Strategies
Opinion of Respondents No. of Respondents %age of Respondents
YES 79 79%
NO 21 21%
Chart 3.34 Response of Selling Strategies
79% of respondents agree with the hypothesis and statement that growth of
sales as seen by strategy of sales, only 29% of respondents disagree with the fact.
They may be in Branded showrooms as their sales are constant and depends upon
many other factors such as designs and deals, sometimes only with higher level
consumers of society , who do not require any scheme to buy jewellery.
Testing of Hypothesis:-
To test the hypothesis H3 The consumers have an influence of the marketing
strategies adopted by branded jewellery. The sample Proportion test was utilized.
Sample Proportion Test:-
N= 100, P= 0.79 and q= 0.26
Therefore Z= 7.12
Since the difference between observed and specific frequency is more than
2.58 at 1% significance level hypothesis and prove that the consumers have an
influence of the marketing strategies adopted by branded jewellery.
Factors Involved in Preferring of a Particular Brand
In this statement the reason for preference of any particular brand is ranked
and the opinion is recorded below:
Table 3.35 Factors Involved in Preferring of a Particular Brand
No. of Respondents Factor
1 2 3 4 5
Quantity 3 9 17 11 10
Price 9 16 15 4 6
Design 38 6 4 2 0
Exchange 14 18 9 5 4
Reliability 28 10 6 4 2
Rank scale 1 is best and 5 is last
Chart 3.35 Factors Involved in Preferring of a Particular Brand
To prove the Hypothesis the Chi Square test is applied over the above data
and results are as follows:
FREQUENCY TABLE Factors
1 2 3 4 5
Quantity 3 18 51 44 50
Price 9 32 45 16 30
Design 38 12 12 8 0
Exchange 14 36 27 20 20
Reliability 28 20 18 16 10
Table 3.35 Factor involved in preferring For Particular Brand (Goodness of Fit
Test)
Chi-squared Test for Independence
Chi-square: 168.30
Degrees of Freedom: 16
Table size: 5 rows, 5 columns.
The P value is < 0.0001.
The row and column variables are significantly associated.
Summary of Data
Row Total Percent
1 166 28.77%
2 132 22.88%
3 70 12.13%
4 117 20.28%
5 92 15.94%
Total 577 100.00%
Column Total Percent
A 92 15.94%
B 118 20.45%
C 153 26.52%
D 104 18.02%
E 110 19.06%
Total 577 100.00%
Chi Square value is 168.30 and a P value is < 0.0001 which is significant all
elements associated with branded jewellery play an equal role. And thus the
hypothesis H6 states that there is no significance difference between appealing
elements of buying branded jewellery is accepted.
Promotional Tools for Creating Awareness about Branded Jewellery.
There are various sources through which the consumers come to know about
the branded jewellery. The important sources which are frequently used by consumers
as per jewellers of branded stores are analysed by statement 8 in the table below:
Table 3.36 Promotional Tools for Creating Awareness about Branded Jewellery.
Factor Mean rank given by
Respondents
Level of Significance
Advertisement 2 ** Significant
Pamphlets & brochures 3 ** Significant
Exhibition & fairs 4 * Less Significant
Direct mailers 6 Not Significant
Through credit card forms 5 * Less Significant
Word of mouth 1 *** Most Significant
Chart 3.36 Promotional Tools for Creating Awareness about Branded Jewellery.
Scale 1 is best and 6 is least Significant
It is evident from the above data that the source for customer is mostly the
word of mouth; that is if pressed by one customer will be adopted by another
customer. This it gets the most significant 1st rank among all. The other significant
factors for customer’s contribution are Advertisements, Pamphlets and Exhibitions,
whereas the Credit card forms and direct mailer have no significance level.
Testing of Hypothesis:
Goodness of Fit Test
In the above table for applying Goodness of Fit (Chi square test) the observed
frequency is given and expected frequency is taken as 100/6= 16.66 (round off to 16)
and the test was applied to check that the Unbiased nature of various tools applied by
jewellers in the table.
The Test result is as follows:
Table 3.36 Tools for creating Brand Awareness (Goodness of Fit- Chi
Square Test)
Chi-squared Test for Independence
Chi-square: 28.366
Degrees of Freedom: 5
Table size: 6 rows, 2 columns.
The P value is < 0.0001.
The row and column variables are significantly associated.
Chi-Squared Test for Trend.
Note: This analysis is useful only if the categories defining the rows are
arranged in a natural order (i.e. Age groups, dose or time), with equal spacing
between rows.
Chi-squared for trend = 0.1088 (1 degree of freedom)
The P value is 0.7415.
There is not a significant linear trend among the ordered categories defining
the rows and the proportion of subjects in the left column.
Summary of Data
Row Total Percent
1 42 21.43%
2 36 18.37%
3 30 15.31%
4 17 8.67%
5 21 10.71%
6 50 25.51%
Total 196 100.00%
Column Total Percent
A 100 51.02%
B 96 48.98%
Total 196 100.00%
Chi-squared for trend = 0.1088 (1 degree of freedom) The P value is 0.7415.
Which is not significant. And also observed that the various promotional tools of
marketing are not equally fit for response by the consumers. Most of consumers
informed about branded jewellery through word of mouth and advertisement tools.
Mode of Payment by Consumers
The purchase of jewellery by consumers can be done through many means
such as by cash, by exchange of Gold jewellery or through, latest technology of
payment i.e. Credit card, or by some Gold schemes. Thus it was analysed by
statement 9 of the current section and the results were studied in table 3.37 below:
Table 3.37 Mode of Payment
Mode of Purchase No. of Consumers %age of Respondents
Cash 17 17%
Credit card 22 22%
Exchange of old jewels 41 41%
Gold scheme 13 13%
Other 7 7%
Chart 3.37 Mode of Payment
It can be said from the above table that jewellery is the only exchangeable
item among all communities of essentials for human being. Thus the consumers also
exchange the old jewellery mostly to purchase the new designed jewellery. These
types of consumers are 41 % . 22% are consumers of novel payment technologies or
can be said Urban consumers who pay through credit cards. Only 17% pay cash for
purchase of jewellery and 13% opt for some Gold Schemes for purchase of costly
jewellery items.
Exchange of Branded or Traditional Jewellery
There were a few statements related to the exchange and sale of jewellery such
as the preference of jewellery of self brand for exchange and margin etc. The
consumer’s reply is very objective (yes or no) that is either in favour or not, sand
recorded in table 4.42 below:
Table 3.38 Exchange of Branded or Traditional Jewellery
No. of Respondents Statement
No.
Statement
YES NO
10 More preference was given to jewellery
purchased from same showroom at the time
of exchange of jewellery.
92 08
11 Special exchange value is given to
consumers on exchanging branded jewellery.
32 68
12 High margins were gained by selling branded
jewellery.
54 46
Chart 3.38 Exchange of Branded or Traditional Jewellery
It can be said from the above figures that 92% of jewellers prefer jewellery
from their shop for exchange and only 8% have similar attire for their as well as other
products. So it is observed that 68% of jewellers do not give any offer when
consumers exchange the jewellery only 32% give these offers on branded jewellery
exchange.
The last statement deals with the main hypothesis of the research and
significantly it is proven that both traditional as well as branded jewellers have their
own margin, image and customer satisfaction level. As 54% nearly agrees branded
jewellers get better margin, better image and good clientele by selling branded
jewellery and 46% of the remaining do not agree with the statement. There is no
significant difference between the consumer buying behaviour from branded
jewellery store than the traditional family jewellers (Non-Branded) is accepted and
proved.
• RELIABILITY ANALYSIS OF JEWELLERS RESULTS
CRONBACH’S ALPHA
Reliability Statistics----
Cronbach's Alpha N of Items
.815 49
The above reliability study indicates that the Jewellers responses are reliable
up to significant levels and free from biases.
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