A Research Report on

“A comparative study on the consumer’s preference towards branded jewellery over non branded jewellery and the promotional strategies adopted by each in Ahmedabad”

Prepared by:Dhaval Raninga

Objectives of Study

The consumer’s buying preferences The reach of branded jeweler’s Brand awareness of various brands

in the jeweler’s market The type of promotional strategy

adopted to attract their customer’s When do they plan their promotional

strategies, implement them and the effectiveness of the same.

Analysis of Findings

1. Factors that guide you while purchasing jewellery?

Service Display Promotion and Offers

Family and Friends

Image Variety Design Purity Price0

10

20

30

40

50

60

70

80

90

100

25

1012

6567

8587

92

2. Are you aware of the various jewellery brands available in the market?

Yes - 100 No - 0

3. Tick against the brands that you are aware about in the jewellery market

Gili Tanishq Ddamas Oyzterbay Trendsmith Nakshtra Asmi Orra Sangini Kiah

100 100 100

84

45

85

8084

55

20

Brand Awareness

No of Respondents’

4. You buy jewellery for…

34%

39%

11%

16%

No of Respondents

Investment Fashion Occasions Festivals

5. Which jewellery do you prefer?

69%

31%

No of Respondents

Branded Jewellery Family Jeweler

6. Have you bought any branded jewellery?

78%

22%

No of Respondents

Bought Not bought

7. Do you buy jewellery for gifting purpose?

30%

70%

No of Respondents

Yes No

8. Where do you prefer to buy the jewellery from (for gifting)?

47%

53%

No of Respondents

Branded Family jeweler

9. Given below are few characteristics of traditional family jeweler’s (or local jewellery retail stores). Please give each characteristic some points based on your assessment, such that the points range from 1 to 10. (1 being the lowest and 10 being the highest).

Characteristics of Family

Jeweler’s

Convenient

Trustworthy

Good Investme

ntPrice

Traditional design

Number of points

660 895 775 870 745

10. If you purchase branded jewellery then given below are a few characteristics. Please give each characteristic some points based on your assessment, such that the points range from 1 to 10. (1 being the lowest and 10 being the highest).

Characteristics of branded

jewellery

Wide range of products

under one roof

Shopping experience

Trendy and fashionable jewellery

Price

Number of points

663 590 727 673

The eleventh question was to find the level of satisfaction on a scale of 1 to 10 for family jewelers. Since the points are given out of 10 and there are 100 respondents the level of satisfaction will be out of 1000.

Family jeweler Level of satisfaction

No of respondents 765

The last question was to find the level of satisfaction for branded jewellery on a scale of 1 to 10. Here again the rating is out of 780 because only those respondents who have bought branded jewellery are being considered.

Branded jewellery Level of satisfaction

No of respondents 693

Promotional Strategies adopted by Non Branded/ Family Jewelers

1. Are you aware about jewellery being sold through brands?

Ans. 100% yesNo. of traditional jewelers are 30.

2. Has your business been effected by the latest trend of branded jewellery?

Effect on Business

Yes No

No of respondents 17 13

3. Have you adopted any strategy to increase your sale to fight competition?

Strategies adopted Yes No

No of respondents 25 5

4. Which type of strategy have you adopted?

Discounts

Cash back

Zero making charges

Gifts

Others

0 5 10 15 20 25

19

6

22

23

5

Strategies adopted by Family jewelers

No of respondents

5. When do you plan such offers?

44%

12%

44%

Percentage of respondents

Festivals Wedding season Off season

6. Have your sales picked by after adapting these strategies?

Yes84%

No16%

Percentage of Respondents

Conclusion

When a customer goes to buy jewellery they do keep the price in mind followed by the purity and the design. Factors like service given the shop or by the jeweler and the display do not have a very big impact on the customers.

Branded jewellery is extremely popular since it has 100% awareness. This may be due to the wide spread publicity taken up by the various brands.

Research as respondents have selected fashion over investment while purchasing jewellery. Now jewellery is regarded as more of an accessory and less of an investment.

Branded jewellery is bought by more than 3/4th of the population. Hence it can be said that the population is aware and has also tried these brands

The level of satisfaction that the population has towards branded jewellery is a little higher than 8. These branded jewelers have become popular for latest and trendy

The level of satisfaction that the population has for branded jewellery is higher than that for non branded jewellery making branded jewellery more popular.

Hence to conclude branded jewellery is preferred over non branded jewellery.

Limitation

Time constraint

Sample size

Bound to only Ahmedabad