Post on 21-Apr-2015
By: Preetika Arora, 4363
By: Preetika Arora, 4363
A
PROJECT REPORT
On
COMPARATIVE ANALYSIS OF CONSUMER
PERCEPTION TOWARDS BRANDED AND
IMITATED JEWELLERY
Submitted to
SUBMITTED TO: KURUKSHETRA UNIVERSITY, KURUKSHETRA
FOR THE AWARD DEGREE OF
BACHELOR OF COMMERCE
WITH VOCATIONAL SUBJECT
ADVERTISEMENT AND SALES PROMOTION & SALES
MANAGEMENT
UNDER GUIDANCE OF: SUBMITTED BY:
Ms. Meenu Gulati Preetika Arora
Lecturer of Commerce, B.Com-IInd
D. A. V. College for Girls, Ynr Roll No.-4363
Univ. Roll No.____________
D. A. V. COLLEGE FOR GIRLS YAMUNA NAGAR - 135001
By: Preetika Arora, 4363
By: Preetika Arora, 4363
ACKNOWLEDGEMENT
I owe a never ending debt of gratitude to my adored
and worshipful Almighty for his grace and blessings in the
completion of this text.
My deep gratitude is due to our concerned lecturer
Ms. Meenu Gulati for their value able suggestion for my
project work which has been benefited me immensely to
complete my report work successfully.
We also thankful to Dr. Sushma Arya, Principal, of
our college for their valuable guidance. Last but not least I
will thank to all friends and family.
Preetika Arora
B.Com-IInd
By: Preetika Arora, 4363
By: Preetika Arora, 4363
CONTENTS
Topic Pg.No.
•••• INTRODUCTION
•••• Introduction to Theme
•••• Introduction to Industry Profile
•••• Significance of study
•••• Literature Review
•••• APPROACH TO STUDY
•••• Research Methodology
•••• DATABASE REPORT GATHERED
•••• Data Interpretation And Analysis
•••• FINDINGS & BIBLIOGRAPHY
•••• Limitations
•••• Recommendations
•••• Conclusions
•••• Bibliography
•••• QUESTIONNAIRE
By: Preetika Arora, 4363
By: Preetika Arora, 4363
INTRODUCTION TO THEME
Management ideas without any action based on them mean nothing. That is why
practical experience is vital for any management studies. Theoretical studies in the class
room are not sufficient to understand the functioning climate and the real problems
coming in the way of management. So, practical exposures are indispensable to such
courses. Thus, practical experience acts as a supplement to the class room studies.
This report deals comparative analysis of consumer perception towards imitation
and branded jewellery.
In the forthcoming pages, an attempt has been made to present a comprehensive
report concerning different aspect of my research report, the overall knowledge gained by
me is reflects in the report itself.
Main objective of this project is to analyze the consumer behavior towards jewellery.
What factor effects consumer purchase behavior and their choice. And which type of
jewellery consumer prefers on occasion.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
INTRODUCTION TO JEWELLERY INDUSTRY
Jewellery Manufacturing started in 1400 BC in
Greece
In ancient Greece, beads shaped as natural forms like shells,
flowers and beetles were manufactured on a large scale. By
300 BC the Greeks were making multi coloured jewellery and
used emeralds, garnets, amethysts and pearls. Right - Greek earrings.
Italian Gold and Roman Coinage
Eight centuries BC the Italian Etruscans in the Tuscany region produced granulated
textured gold work. They made large fibulae or clasps, necklaces, bracelets and
earrings. The Italians are still renowned for high quality stylish trend making gold
work today. In coinage the Romans used 18 and 24 carat gold.
Gems and Pearls Real and Fake
Jewels have always been used as love tokens and whilst many pieces were fine gems
and precious metals, good fake jewellery intended to deceive existed. Flawless,
round, natural, large white pearls were prized more than precious gemstones. The
finest of pearls were provided by South India and the Persian Gulf.
Imitation Jewellery Manufacturing started in 1300 BC
Recipes for false pearls existed in 1300 when white powdered glass mixed with
albumen (egg white) and snail slime, produced beads that were used as imitation
pearls. The Italians, particularly the Venetians and people from Murano, could make
imitation glass gems and pearls that were very good likenesses of the real jewels.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
Victorian Jewellery
When Queen Victoria came to the throne in 1837 jewellery was romantic and
nationalistic. It gave attention to the pressure of European folk art, which later
influenced the Arts and Crafts Movement. Until mid century most
western jewellery came from Europe, but soon jewellery began to
be made in America and Australia.
Right - Victorian garnet necklace.
Victorian women rebelled when they saw some of the machine
made jewellery on offer, although much of what has survived is of
good quality. Many wore no jewellery at all, or bought from the artist craftsman
jewellers who emerged at much the same time.
Cocktail Jewellery
In the 1920s Lalique designed good mass produced quality glass jewellery. Fake, or
costume jewellery was sometimes then called cocktail jewellery. It was greatly
influenced by Coco Chanel (1883-1971) and Elsa Schiaparelli (1890-1973). They
both encouraged clients to use costume jewellery and to mix it with genuine gem
pieces they already owned. Both designers offered imagination and fun and both
often sported fabulous fakes.
In the late 1930s Napier of the USA was at the forefront of manufacturing fake
cocktail jewels, which offered glamour and escapism. Napier still produces excellent
contemporary costume pieces.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
What Factor affected the choice of Consumer in Early 90’s
In early 1940 & 1950 the factors that influenced consumer was
the influence of Hollywood and in 1980 T.V made the influence on the purchasing of
jewellery.
Hollywood Influence
By the 1940s and 1950s American culture was very dominant in Europe. The
influence of movie films and the prominence of film stars set the fashion in manners,
make-up, hair and clothes. People wanted look alike copies of outfits and jewellery
worn by screen idols.
The Second World War in Europe halted production of fine jewellery when metals
were rationed. Quality costume jewellery which was flourishing in America became
much more acceptable and was a real alternative to fine jewellery.
Because of technical advances in production methods, a huge range of styles was
available from America, and since it was so popular the market became dynamic and
inventive and affordable.
1980's Television Influence
In the 1980s there was a huge revival of costume jewellery after the glitzy scenes
from the television soap operas Dynasty and Dallas were watched by 250 million
viewers in the consumer boon of the 1980s. Diamante by day became the norm in
reality and earrings reached such huge proportions that the 1990s saw a reaction
which quickly dated lavish dress jewellery as the fashion for tiny real diamond studs
or a fine stud pearls became the only earring to wear. Now fabulous fakes, especially
brooches have gained ground once more.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
1) The Oscar look! Glass 2) Blue Glass Icicles Set 3) Blue Crystals
Emerald Style Set
4) Copper and Glass 5) Swarovski Crystal 6) Vendome Amber
Collar Necklace Cherries Brooch Crystals
By: Preetika Arora, 4363
By: Preetika Arora, 4363
Jewellery for the 21st Century
Costume jewellery can enliven a fashion wardrobe and bring a dash of panache
especially for one off special occasions. Costume jewellery can be superb. The
superb is usually plated at least seven times with 18 or 22 ct gold.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
BRANDED GOLD JEWELLERY MARKET IN INDIA
GOLD JEWELLERY MARKET IN INDIA
Before the liberalization of the Indian economy in 1991, only the Minerals and Metals
Trading Corporation of India (MMTC) and the State Bank of India (SBI) were allowed to
import gold. The abolition of the Gold Control Act in 1992, allowed large export houses
to import gold freely.
In 1993, gold and diamond mining were opened up for private investors and foreign
investors were allowed to own half the equity in mining ventures. In 1997, overseas
banks and bullion suppliers were also allowed to import gold into India. These measures
led to the entry of foreign players like DeBeers, Tiffany and Cartiers into the Indian
market.
In the 1990s, the number of retail jewellery outlets in India increased greatly due to the
abolition of the Gold Control Act. This led to a highly fragmented and unorganized
jewellery market. India had the highest demand for gold in the world; 855 tons were
consumed a year, 95% of which was used for jewellery. The bulk of the jewellery
purchased in India was designed in the traditional Indian style.
Jewellery was fabricated mainly in 18, 22 and 24-carat gold. (Refer Table I for carat
calculation) As Hallmarking was not very common in India, under-caratage was
prevalent. According to a survey done by the Bureau of Indian Standards (BIS), most
gold jewellery advertised in India as 22-carat was of a lesser quality. Over 80% of the
jewelers sold gold jewellery ranging from 13.5 carats to 18 carats as 22-carat gold
jewellery.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
TABLE I
KARAT CALCULATION
24 Carat 100 percent pure gold
22 Carat 91.66 percent pure gold
20 Carat 83.33 percent pure gold
18 Carat 75 percent pure gold
2 Carat 8.33 percent pure gold
1 Carat 4.166 percent pure gold
Source: ICFAI Center for Management Research
Indian Scenario
In the late 1990s, the Indian jewellery market witnessed a shift in consumer perceptions
of jewellery. Instead of being regarded as only an investment option, jewellery was being
prized for its aesthetic appeal. In other words, the focus seemed to have shifted from
content to design. Trendy, affordable and lightweight jewellery soon gained familiarity.
Branded jewellery also gained acceptance forcing traditional jewellers to go in for
branding.
Given the opportunities the branded jewellery market offered; the number of gold
retailers in the country increased sharply. Branded players such as Tanishq, Oyzterbay,
Gili and Carbon opened outlets in various parts of the country. Traditional jewellers
also began to bring out lightweight jewellery, and some of them even launched their in-
house brands.
INDIA is the largest consumer of gold in the world to be followed by China and Japan.
India is emerging as world's largest trading centre of this commodity with a target of
US$ 16 billion set for 2010. According to a World Gold Council press statement, in
terms of tonnage, overall consumer demand in India in 2005 witnessed 17 percent
growth over 2004. In rupee terms, this was equivalent to a 25 percent increase bringing
the value of gold demand in India to a second successive annual record. Jewellery
demand also experienced a second successive annual record of over 20 percent in rupee
By: Preetika Arora, 4363
By: Preetika Arora, 4363
terms over 2004. In terms of tonnage, the increase was 14 percent accounting 589
tonne.
According to WGC report, net retail investment was less affected by the upward price
movement and set a new annual record in tonnage terms, with a massive 34 percent
increase over 2004. A consumer survey carried out for the WGC at the end of 2005
reveals the underlying strength of Indian gold demand remains robust and is
underpinned by a strong economy and favorable demographics in gold’s key target
markets. While jewellery demand may have been constrained in the first weeks of
2006, a period of price stability is likely to see a strong level of buying once again.
The Indian Gem and Jewellery industry has witnessed 6.32 growth in exports in fiscal
2005-06 totaling at US$ 16669.11 million (Rs.73304.29 crore) against US$ 15678.14
million ( Rs 70245.95 crores) achieved in the previous fiscal.
The United States, Hong Kong and UAE were the top export markets for the Indian Gem
and Jewellery products accounting for 28 percent, 21 percent and 15 percent of the total
exports followed by Singapore and Belgium accounting for 9 percent and 8 percent
respectively. The branded jewellery segment occupied only a small share of the total
jewellery market because of the mindset of the average Indian buyer who still regarded
jewellery as an investment. Moreover, consumers trusted only their family jewellers
when buying jewellery. Consequently, the branded jewellery players tried to change the
mindset of the people and woo customers with attractive designs at affordable prices.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
India's Exports of Gem & Jewellery (2006-07)
(In Rs crore)
ITEMS
April May June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar.
Cut & Polished Diamonds
2859.51 2982.57 3007.49 3035.04 3954.02 3985.53 4717.56 1959.41 2589.27 3815.72 3858.1 4904.2
Gold Jewellery 1029.26 1165.94 1146.73 1209.11 1560.94 1618.72 1823.21 1521.95 1378.97 1355.04 1281.99 1923.1
Coloured Gemstones 56.99 96.32 64.45 66.3 96.41 95.11 91.68 67.3 89.03 145.5 71.63 88.15
Pearls 1.03 0.17 1.07 1.03 1.21 0.45 2.83 1.38 1.33 0.79 1.17 1.85 Non-gold Jewellery 42.35 58.8 44.68 52.47 62.74 48.99 57.7 45.57 46.79 72.73 48.21 59.62
Synthetic Stones 0.24 0.33 0.07 0.19 0.22 0.37 0.17 0.1 0.07 0.32 0.31 0.13
TOTAL 4537.82 5396.29 5660.42 5864.34 7165.38 7148.33 7853.57 3872.34 4392.08 5749.6 5632.97 7544.37 GRAND TOTAL 4805.6 5551.36 5820.26 6058.65 7436.96 7411.93 8108.81 3967.5 4594.98 5960.29 5830.17 7757.76
SOURCE: GJEPC, India
By: Preetika Arora, 4363
By: Preetika Arora, 4363
India's Exports of Gem & Jewellery (April-October ’2008)
ITEMS
April-October’07 (Provisional)
April-October’07 (Same ports as current
year)
% Growth / decline over
previous Year
Rs. US $
Rs. In Crores
US $ in Million
Rs. In Crores
US $ in Million
Cut & Pol
Diamonds 33351.37 8160.35 28796.04 6309.39 15.82 29.34
(Quantity in
Lakh Carats) 249.64 216.37 15.38
Gold
Jewellery - D.
T. A.
7332.83 1794.19 7147.03 1565.95 2.60 14.58
SEZ / EPZ 5700.27 1394.73 5281.85 1157.29 7.92 20.52
Total 13033.10 3188.92 12428.88 2723.24 4.86 17.10
Coloured
Gemstones 599.53 146.69 573.28 125.61 4.58 16.78
Others 585.68 143.30 430.16 94.25 36.15 52.04
Net Exports 47569.68 11639.26 42228.37 9252.49 12.65 25.80
Exports of
Rough
Diamonds
1263.70 309.20 1296.75 284.13 -2.55 8.82
(Quantity in
Lakh Carats) 151.73 229.96 -34.02
Total Exports
48833.38 11948.46 43525.12 9536.62 12.20 25.29
Gold Jewellery Exports: This segment registered a growth of 1.28 per cent with the exports of US$ 3861.57 million in 2005-06 as against US$ 3812.88 million in 2004-05.
• Cut and Polished Diamonds: The share of this segment in the exports stood at US$ 8160.35 million (provisional) for the period April-October 2008.
• Coloured Gemstones: This segment accounted for exports worth US$ 146.69 million (provisional) for the period of April-October 2008. This segment grew by 21.05 per cent in 2005-06 at US$ 233.32 million as against US$ 192.75 million in 2004-05.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
Top Export Destinations
• United States (28 percent) • Hong Kong (21 per cent) • UAE (15 per cent) • Singapore (9 per cent) • Belgium (8 Per cent)
There was a time when priceless diamond jewellery was seen only in royal portraits or
beautifully designed books and catalogues. Today, diamond sales have taken a dramatic
turnaround with branded jewellery becoming available to millions of upper middle and
middle class women. Of late, the diamond jewellery business has used several top film
stars and models to tempt men and women across the board to buy diamonds not only
during the festive season, but also throughout the year. Time was when wearing
diamonds was the prerogative of the rich and royalty. Though rubies, emeralds, sapphires
and pearls have featured with equal importance in the treasures of the nawabs,
maharajas, queens and emperors, diamonds have always grabbed the attention of the
world with their incredible, almost hypnotic beauty. No wonder then that many legends
and historical events have been recorded about celebrated diamonds, which have been the
prized possessions of famous people. An aura of mystery and magic has always
surrounded diamonds. Today however, marketing diamond-studded jewellery through
malls, department stores and chains has brought diamond jewellery within the reach of
even teenagers. Diamonds have now truly become a woman’s best friend in this part of
the world!
To brand or not to brand? That is the question. Consumer behavior across the world is
undergoing a metamorphosis and India is surely affected by this big tsunami of trends
leading to globalization of the markets. A strong management of brands will be essential
for long term success.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
In India, right from manufacturing to advertising and retail branding, companies are
making a strategic shift at the right time especially when consumer trends point to a
marked growth curve for the branded segment. Although the sale of branded jewellery is
more in the urban markets there is certainly a great potential in the rural markets as well
which still remain relatively untapped.
Moreover with India witnessing a distinct change in its newly emerging lifestyle and
buying habits, consumers no longer look at jewelry as a mere investment or savings. It
has turned into a status symbol and fashion symbol as well with the market growth
drivers such as higher disposable incomes and easy credit facilities. Buying jewellery has
also become an attractive gift option. Consumers are slowly moving away from
contemporary jewelry to designer wear. The Indian consumer is now well traveled, and is
exposed to an international shopping experience
Further let’s look at some key factors influencing the jewellery retail
scenario in India.
- Diamond jewellery now is not restricted to just occasions like marriage but extends to
all modern day occasions like Valentines day, Mother’s day, Father’s day, Karva Chauth
etc. All brands are targeting on the emotional bonds of human relationships and
promoting the same accordingly, thus giving retailing jewellery in India a major boost.
- There is a marked shift in the consumer’s preferences and aspirations from gold
jewellery to diamond jewellery which is fuelled by media hype and exposure to lifestyle
and luxury products.
- With more women working in today’s scenario the positioning of diamond jewellery as
9 to 5 wearable jewellery has increased emphasis on this segment. This is further fueled
by the fact that with the number of double income households increasing this has resulted
in more disposable incomes being available.
- With more and more players being introduced in the branded jewellery segment there is
an onslaught of schemes and promotions on diamond jewellery round the year, which
gives retail a great push.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
- Each brand offers value added services like certification of gold and diamonds, life time
return /buy back schemes, zero interest installments schemes which have made the
diamond jewellery more affordable than its perceived traditional image of being
expensive, thereby increasing consumption.
- To further strengthen the retail segment, most brands are getting into departmental
stores, hypermarkets, supermarkets and specialty stores. Western style malls have begun
appearing in metros and smaller cities alike, introducing the Indian consumer to a
shopping experience like never before. Besides the franchise route the counters in most
malls is another route that most of the brands are getting into which helps create a better
reach of the product.
- The opening of a number of exclusive franchise outlets, not only can provide the entire
range of jewellery under one roof but create an ambience to give consumers a total
shopping experience.
- Jewellery buying is no longer confined to seasonal cycles of marriages, and Diwali and
Christmas: anytime is a fine time and jewellery can be bought as much to express an
emotion, as to proclaim the financial status of the wearer.
- Men from metros are also donning jewellery, over and above the traditional wedding
rings and chains.
In today’s scenario focused marketing is very important creating a purpose, a definite
focus for the consumer to relate to. Brands and their branding is in effect self
explanatory. That is what focused branding is all about. In short to be able to cater to this
new retail environment the branding and marketing initiatives have to be very potent and
with a focus.
In India, women feel that diamond jewellery is more than worth it and its image strength
really is the wow factor. But the nearest competitor is still gold which is much more
attainable.
• In India, the preferred type of jewellery is undoubtedly gold jewellery at 99%, whereas
that of diamond jewellery is 67%, colored stone studded at 42% and pearl jewellery at
18%.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
• Jewellery acquisition is 62% for self and 26% is for gifting.
• The place of purchase is 49% is from a big jeweler in town, 48% from a local jeweler
and only 3% from malls.
• The urban Indian diamond jewellery universe comprises of 25 million SEC A/B
women, of which 11,500 are the super elites and 0.5 million are the elite.
• Design wise, traditional designs still rule the roost, with heavy designs following
closely. However western design trends, delicate design trends and fashionable design
trends are gaining in prominence.
• Price wise, in higher value products like necklaces and sets, the average price paid for
branded jewellery is much higher than that of unbranded jewellery. Whereas, in products
such as bangles and bracelets, the average price paid for unbranded jewellery is actually
higher than branded jewellery.
• Perception wise, while 87% feel that branded jewellery is more expensive than
unbranded, 70% also feel that they cannot be cheated with brands.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
Major Players
The late 1990s saw a number of branded jewellery players entering the Indian market.
Titan sold gold jewellery under the brand name Tanishq, while Gitanjali Jewels, a
Mumbai-based jewellery exporter, sold 18-carat gold jewellery under the brand name
Gili. Gitanjali Jewels also started selling 24-carat gold jewellery in association with a
Thai company, Pranda. Su-Raj (India) Ltd. launched its collection of diamond and 22 -
carat gold jewellery in 1997. Cartiers entered India in 1997 in a franchise agreement with
Ravissant9. Other players who entered the Indian branded gold jewellery market during
the 1990s and 2000-01 included Intergold Gem Ltd., Oyzterbay, Carbon and
Tribhovandas Bhimji Zaveri (TBZ).
By: Preetika Arora, 4363
By: Preetika Arora, 4363
In 1984, Questar Investments Limited (a Tata group company) and the Tamil Nadu
Industrial Development Corporation Limited (TIDCO) jointly promoted Titan Watches
Limited (Titan). Initially involved in the watches and clocks business, Titan later
ventured into the jewellery businesses. In 1995, Titan changed its name from 'Titan
Watches Ltd.' to 'Titan Industries Ltd.' in order to change its image from that of a watch
manufacturer to that of a fashion accessories manufacturer. In the same year, it also
started its jewellery division under the Tanishq brand.
Among the branded jewellery players in the Indian market, Tanishq is considered to be a
trendsetter. When it was launched in 1995, Tanishq began with 18-carat jewellery.
Realizing that such jewellery did not sell well in the domestic market, the 18-carat
jewellery range was expanded to include 22 and 24-carat ornaments as well. When
Tanishq was launched, it sold most of its products through multibrand stores. In 1998,
Tanishq decided to set up its own chain of retail showrooms to create a distinctive brand
image. By 2002, Tanishq retailed its jewellery through 53 exclusive stores across 41
cities. To meet increasing demand, Tanishq planned to open 70 stores by the end of 2003
and offer a range of 'wearable' products with prices starting at Rs. 400.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
Nakshatra was launched with celestial, evocative imagery highlighting the significance
of its design cluster. Aishwarya Rai, a contemporary fashion icon in India, was signed up
as the brand ambassador for the launch of the brand, imbuing the range with premium
imagery and style. Nakshatra today is the modern face of Indian tradition with overtones
of mysticism and symbolism.
Within the first year of its launch, Nakshatra acquired a significant market share. In the
two years since then, it has become the leading branded jewellery collection in the
country. It has achieved 93% awareness levels amongst its target audience (Source:
Global Tracking Study conducted by Research International, January 2003).
70% of retail outlets stocking Nakshatra credit the brand with playing a key role in
boosting overall diamond jewellery sales, increasing the average price of all diamond
jewellery sold and increasing consumer footfalls in the stores. This success has not gone
unrecognised.
In its first year, Nakshatra was awarded the Effie (Silver) in 2001 and in the following
year the Effie (Bronze). (The Effies are the most significant awards in advertising that
recognise effectiveness and honour tangible results). In 2003, the Nakshatra Utsav was
awarded the Best Trade Promotions award at the McDowell's Signature All-India Promo
Awards.
The brand has been consistently making news through relevant image building activities
that have enhanced its image and increased its aspirational values.
A recent study revealed that by driving desire for all kinds of diamond jewellery,
Nakshatra has arrogated a unique position in the category. It has appropriated the
physical values of quality, brilliance, radiance and clarity of the diamond category thus
creating a special niche for itself as a brand. Nakshatra is seen as celestial, ethereal and
mysterious. It is a brand that provides a special experience to the consumer.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
Today, P.P. Jewellers Group is the yardstick of success. The saga of 'Rags to Riches'. The
story of Fairy tales- Unbelievable!
Yet behind every success story is mid-night oil burned, hard labour, dedication,
determination and crystalled perception of goal. Success is not a matter of chance. It is a
well-crafted destiny.
The ancient India was known to be the jewel in crown of the British. Today, P.P
.Jewellers group is the jewel in the crown of the Modem Indian. The most precious stones
in the jewel being the nine consecutive export performance awards received by them
from the Gems & Jewellery export performance council. To add beauty to the radiant
performance is the certificate for Meritorious performance in the field of exports during
the year 1995-96 and 1996-97, issued by Government of India, Ministry of Commerce
and given by the Honorary President of India, Dr.. Shanker Dayal Sharma and the Prime
minister of India Mr. Atal Bihari Bajpai. It all began in the year 1980. Shri Kamal Gupta
laid down the foundation stone of the organisation. The Group is working in style and
name of:
P.P. Jewellers A 100 % export oriented firm
P.P. Jewellers Pvt. Ltd. Showroom catering to domestic needs
P.P. Jewellers (Delhi) Showroom in the walled city of Delhi.
P.P. Jewellers (India) Showroom in old Delhi.
P.P. Jewellers (Exports) A 100% Export Oriented Unit
By: Preetika Arora, 4363
By: Preetika Arora, 4363
D'damas is part of the Gitanjali Digico Group which was established in 1966, and is
considered one of the earliest diamond houses in India. By 1968 it was accorded a Sight
by the Diamond Trading Company Ltd London and Gitanjali became one of the first
Sightholders in India. Having received over 50 National and Council awards from the
Ministry of Commerce for outstanding exports it is today one of the largest diamond
exporting companies in India.
Presently the Gitanjali Group has highly modernized diamond cutting and polishing
facilities at 5 locations in India. The Group strengthens its core business of loose
diamonds with its international association to Diminco N.V. who has globally diversified
manufacturing operations in Bangkok, Vietnam and China and a marketing network
spread across Europe, Hong Kong, USA and Japan.
The traditional role of diamond manufacturers exporting their entire production to
wholesalers worldwide is no longer enough to remain competitive in today’s’
marketplace. The Gitanjali Group has therefore in the last few years enhanced its
operations to adapt to these changes. Being a DTC Sightholder and a diamond
manufacturer the Group has strategically positioned itself to manufacture and promote
diamonds as well as studded jewellery all the way to the retail level.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
Gili
In 1994, Gili Jewellery was established as a distinct brand by Gitanjali Jewels, soon after
the abolition of the Gold Control Act by the Indian government. Gili offered a wide range
of 18-carat plain gold and diamond-studded jewellery, designed for the contemporary
Indian woman. The designs combined both the Indian and western styles and motifs.
With sales of Rs.0.14 billion for the year 2000-01, Gili had a 0.03 percent share of the
400 billion jewellery market in India and a 1.4 percent share of the branded jewellery
market.
Carbon
In early 1991, the Bangalore based Peakok Jewellery Pvt. Ltd., (Peakok) was
incorporated and Mahesh Rao (Rao) was appointed director. Peakok realized that the
Indian consumer's relationship with gold jewellery would grow beyond an investment
need towards a lifestyle and personality statement. In 1996, within the Peakok fold a new
brand of 18-carat gold-based jewellery called Carbon was launched. In 2000-01, with
sales of Rs. 0.14 billion, carbon had a 0.03 percent share of the jewellery market and a
1.4 percent share of the branded jewellery market. The company expected Carbon sales
to touch Rs. 1.5 billion by 2005-06 and exports to start by 2008. The brand was available
at 40 outlets in 16 cities in 2002 and would be made available in 23 cities by 2005.
Oyzterbay
Oyzterbay was founded by Vasant Nangia and his team in July 2000. It began operations
in March 2001. By November 2002, the company had 41 outlets across the country.
Oyzterbay seeks to build a national brand in the jewellery industry in India and aspires to
be the largest branded jewellery company in the country with a chain of 100 stores and
several hundred-distribution points by 2004. With sales of Rs. 0.17 billion in 2000-01,
Oyzterbay had a 0.04 percent share of the Rs.400 billion jewellery market and a 1.7
percent share of the branded jewellery market.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
Trendsmith
Mumbai-based Tribhovandas Bhimji Zaveri (TBZ), which had been in the jewellery
business since 1864, saw tremendous scope in the branded segment and opened its new
concept store 'Trendsmith' in Mumbai in December 2001. Encouraged by the response
towards its first store, the Zaveris planned to take Trendsmith (India) Pvt. Ltd. all over
the nation by opening as many as 50 stores by 2006. Trendsmith offered eight lines of
exclusive designer jewellery from well-known export jewellery manufacturers and
designers from Mumbai and Delhi.
De Beers
The history of De Beers falls into three broad stages. In its early years, when the
company produced over 90% of the world's diamonds, it was able to control the
production and hence the supply of diamonds almost at will. Then, from the beginning of
the 20th century, when rival producers began to challenge its pre-eminence, De Beers
used its still-dominant position to co-ordinate and regulate the supply of diamonds in
pursuit of price stability and consumer confidence. Finally, in the closing years of the last
century, the globalising economy rendered De Beers' role of industry “custodian”
inappropriate and expensive. In response De Beers set about crafting a new strategy for
the 21st century: a suite of innovative programmes and alliances designed to reinvigorate
the industry and to grow demand for diamond jewellery.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
DTC
Diamond jewellery has been making inroads into the jewellery market, thanks to the
efforts of the Diamond Trading Company (DTC). The DTC by launching its own brands
Arisia, Nakshatra, Asmi and Sangini, has been targeting separate consumer need states.
This is because the concept of a diamond for everyone has ensured that more and more
consumers can aspire to buy, own and possess a diamond. For instance, DTC has recently
signed a contract to hand over Nakshatra, India's largest and most successful diamond
jewellery brand in 2008 to the company, Brightest Circle Jewellery Pvt. Ltd (BCJPL).
BCJPL is a company owned and run by all three sight holders involved with DTC in the
Nakshatra brand - Mahendra Bros, Dimexon and Digico (Gitanjali).
In the past ten years that DTC has commenced operations in India, the diamond market
has slowly flourished. Today, the Diamond market in India is worth Rs 6600 crores.
These booming results are because DTC has launched several diamond jewellery brands
that have carved a niche for them, catering to different consumers.
TABLE II BRANDED GOLD
JEWELLERY MARKET (MAJOR
PLAYERS)
Brand Market share (2000-01) in
%)
Tanishq 27
Oyzterbay 1.7
Gili 1.4
Carbon 1.4
Source: ICFAI Center for Management Research
By: Preetika Arora, 4363
By: Preetika Arora, 4363
OPERATIONAL DEFINATIONS
BRANDED JEWELLERY:
Branded jewllery is that jewellery which is made by an authorized firm or individual of
pure metal. Who have a unique name, term, sign, symbol or design to identify the
jewellery. Brand satisfies our Psychology need.
IMITATED JEWELLERY:
Jewellery which is not made of pure metal but have some semi precious stones and metal.
Fake, or costume jewellery was sometimes called cocktail jewellery.
E.g.:- bronze look like a gold.
UNBRANDED BUT NOT IMITATED:
Jewellery which is made up of pure metal but not branded.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
Significance of the Study
My study is significant because it contributes to the existing research data base on the
topic of Comparative Analysis of Consumer Perception towards Branded and Imitated
Jewellery. I would also like to mention that such research studies also contribute to our
understanding of the research process in a scientific manner. Last but not the least that the
Indian context little research work has been carried out on this topic especially that which
is available in the public domain.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
LITERATURE REVIEW
Every research which is conducted in today's era has been inspired by some of
researcher which are conducted before. I am also influenced to do, so I selected this topic
for research.
� According to Samrat Zaveri, CEO of Trend smith, "Research shows that the
Indian jewellery sector is in the transition phase with consumers' desire for
possession of jewellery for its aesthetic appeal and not as a form of investment."
� According to Singh (2001) in his study entitled “Consumer Behavior and
Jewellery products, an analysis stress that consumer attitude is an important factor
for the purchasing behavior towards jewellery.
� In October 2002, Trend smith conducted a survey to understand the shifting
needs, motivations and aspirations of consumers in the jewellery market, and to
identify new trends and opportunities. The research study arrived at the following
conclusions:
• The younger generation was looking at trendy, contemporary jewellery and
clearly avoiding heavy, traditional gold jewellery.
• The Indian consumer was willing to experiment with new designs.
� The jewellery industry is going through a period of transition with more players
scaling up operations, increasing their global footprints through outsourcing and /
or venturing into the new growth area – that of the domestic retail business. The
launch of numerous diamond jewellery brands in India in the last few years and
their successes indicate a marked shift in consumer preferences from gold
ornaments to diamond jewellery.
Source: Mr. Mehul Choksi (Chairman & CEO, Gitanjli Group) At International
Diamond Conference- Mines to Market.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
� The TVC, which has been designed by Lowe India, showcases the various
emotions that are associated with jewellery. For instance, when a woman buys
jewellery, she feels joyful or when one sees the jewellery in the showroom, there
is an element of wonder. Tanishq, through the TVC, seeks to develop an
emotional connect with the consumer.
Source: Gayatridevi N (Ex-Research Associate, The ICFAI Knowledge center,
Hyderabad), The ICFAI Journal of Brand Management, March 2006.
� Introduce four key brand perception measures (Relevance, Confidence, and
Differentiation & Growth) and show how these correlate with use intention. It is
observed that these results can be linked to other position, value and process
metrics to provide actionable insights leading to enhanced purpose intention.
Source: Sean Corcoran and Shigeo Okazaki and Map, March 2005, Issue 459, pp 44-48.
� Proposes a set of strategic options for green brand positioning, based either on
functional brand attribute or emotional benefits and aims to test the suggested
positioning strategies one against another. Result achieved through a green
positioning strategy which combined functional attributes with emotional
benefits.
Source: Patrick Hartmann, Vanessa Apoalaza Ibanez and F.Javior Forcada Saing,
Marketing intelligence and planning, vol 23, 2005, pp 9-29.
� The paper looks at the role of brand credibility (Trustworthiness and Expertise) on
brand choice and consideration across multiple product characteristics that vary
with potential uncertainty about attributes, information acquisition costs and
perceived risk of consumption. Amongst other finding, it is suggested that
trustworthiness has a greater impact on consumer choice than expertise.
Source: Tulin Erdan and Joffre Swait, Journal of consumer research, vol 31, June 2004,
pp 191-198.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
RESEARCH OBJECTIVES
The study has been undertaken for following objectives:-
1) To find the effect of advertisement on consumer purchase behavior.
2) To find out the market share in terms of source of information of jewellery.
3) To know the factors which affect choice of jewellery.
4) To know the consumer perception towards jewellery on different occasions.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
RESEARCH METHODOLOGY
At the outset may be noted that there are several ways of studying and tackling a
problem. The formidable problem that follows the task of defining the research problem
is the preparation of the design of research project popularly known as research design.
More explicitly the designing decision happened to be in respect of following:
� What is study about? � Why is study being made? � Where will the study be carried out? � What type of data is required? � What will be the sample design? � What period of time will the study include? � How will the data be analyzed? � In what style will the report be prepared?
The purpose of this section is to describe the research procedure. This gives the
researcher sufficient support to give his arguments for opting certain alternatives and to
justify his position. Research methodology is a way to systematically solve the research
problem. It includes all those steps that are generally adopted to solve the research
problem.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
IT GENERALLY INVOLVES:
� Area covered
� Research Design
� Sampling design
� Data collection method
� Data Analysis
AREA COVERED:
It was aimed to cover as large area as possible within the limits of given time and
financial constraints. The area covered was that of YAMUNA NAGAR and
JAGADHARI City. Respondents from different parts of Yamunanagar and Jagadhari
were surveyed.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
RESEARCH DESIGN
Research Design is the conceptual blueprint for collection, measurement and
analysis of data. Research Design stands for advance planning of the methods to the
adopted for collecting the relevant data and the techniques to be used in their analysis
keeping in view the objectives of the research and the availability of staff, time and
money. Two broad classes of research design are identified as:
� Research design in case of exploratory research studies.
� Research design in case of descriptive in case of research studies.
Keeping in view the relevance of research design the Exploratory Design is followed in
this project, because it involves the Exploratory as well as descriptive study for the
research problem. So, as a part of the project an exploratory research was done for getting
the variables involved and getting a clear understanding of the problem and descriptive
study was done to know in detail the status quo in the area in which the research is being
carried out.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
SAMPLING DESIGN
A sample may be defined as the selection of some part the whole population on
the basis of which a judgment or inference about the whole population is made.
Sampling is the process of selecting the sample, which is representative of the
target population. Due to some constraints each member of a group cannot be studied. So,
it is requires selecting a sample from the group. A sample should neither be too large, as
to be unmanageable to be studied, nor too small to lose its relevant characteristics. After
deciding on the research approach and instrument a sampling plan has been designed.
This plan calls following decisions:
SAMPLING UNIT:
Sampling unit denote the people or respondents who are to be surveyed. For my
study target population consists of all categories of consumers who purchase jewellery.
SAMPLE SIZE:
Sample size means the number of people to be surveyed. In the given research
project sample size consists of: Consumers: 110
SAMPLING PROCEDURE:
Sampling procedure is the process of choosing the respondents. To select a
sample of respondents non probability sampling has been used.
The questionnaire contained both the close – ended and open-ended type of
questions. To collect the data survey has been conducted in Yamuna nagar and Jagadhari
city.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
DATA COLLECTION
The task of data collection is begins after a research problem has been defined and
research designed/ plan chalked out. Data collection is to gather the data from the
population. The data can be collected of two types:
(1) Primary data
(2) Secondary data
Primary data:-
The Primary data are those, which are collected afresh and for the first time, and
thus happened to be original in character. Methods of collection of primary data are as
follows:
� Questionnaire
Secondary data:-
The Secondary data are those which have already been collected by some one else
and which have already been passed through the statistical tool. Methods of collection of
Secondary data are as follows:
(1)Journals
(2) Books
(2)Websites
By: Preetika Arora, 4363
By: Preetika Arora, 4363
DATA ANALYSIS
Next is data analysis that means to extract pertinent finding from the collected data.
Because data in itself carries no meaning until it is represented as some proper
information. Data has been analyzed and has been presented in table form.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
Questions
1. Do you find any thing wrong with purchasing imitation brand name
products such as purses, jewellery, wrist watch or imitation electronic
products?
No of Respondents Yes No
110 66 44
This graph shows most of respondents don’t find any thing wrong with purchasing
imitation brand name products such as purses, jewellery, wrist watch or imitation
electronic products.
66.60%
44.40%Yes
No
By: Preetika Arora, 4363
By: Preetika Arora, 4363
2. Which of the following imitation products do you think are perfectly fine
alternative of the original?
No of Respondent
Electronic
products
Purses Jewellery wrist watch
110 8 42 56 24
7.27
38.18
50.91
21.82
0.00
10.00
20.00
30.00
40.00
50.00
60.00
Electronic
products
Purses Jewellery wrist
watch
Percentage
This graph shows that the most of the respondents thinks that the jewellery and purses are perfectly fine alternative of the original.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
3. Do you prefer branded or imitated jewellery?
No of Respondent
Branded Imitated Both Any other
110 20 7 58 25
18.18
6.36
52.73
22.73
0.00
10.00
20.00
30.00
40.00
50.00
60.00
Branded Imitated Both Any Other
Percentage
Any Other-Unbranded but not imitated
This graph shows that the most of the respondents prefer branded or imitated jewellery.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
4. How many brand name of jewellery are you aware?
Tanishq Nakshetra PP
Jewellers
D’Damas De
Beer’s
DTC Gili
Gold
D’Gam
109 107 85 79 61 53 42 53
99.09 97.2777.2771.82
55.4548.1838.1830.00
0.0020.0040.0060.0080.00
100.00120.00
Tanishq
Nakshetra
PP Jewellers
D’Damas
De Beer’s
DTC
Gili Gold
D’Gam
Percentage
This graph shows that the most of the respondents are aware about the branded
jewellery.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
5. Would you have more or less respect for a person if you found that the person
had an imitation or fake brand name products?
No of Respondents Yes No
110 31 79
31, 28%
79, 72%
Yes
No
This graph shows that the most of the respondents have no problem if they found that
the person had an imitation or fake brand name products.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
6. Which source of advertising do you prefer for seeking information about
jewellery?
T.V Magazine News paper other
77 52 16 8
70
47.27
14.557.27
01020304050607080
T.V Magazine News
paper
other
Percentage
Detail of Others:- Personal Contacts - 3 Word of Mouth - 2 Jeweller - 2 Radio - 1 This graph shows that the T.V and Magazines are the main source of awareness.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
7. What do you notice most in an advertising?
Design Brand Celebrity other
65 50 23 0
59.091
45.455
20.909
0.0000.000
10.000
20.000
30.000
40.000
50.000
60.000
70.000
Design Brand Celebrity other
Percentage
This graph shows that design affects more from advertising.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
8. Does the jewellery used in daily soaps (T.V serials) influence your purchase
decision?
No of Respondents Yes No
110 67 43
This graph shows that jewellery used in daily soaps (T.V serials) influence your purchase
decision.
67.61%
43.39% Yes
No
By: Preetika Arora, 4363
By: Preetika Arora, 4363
9. Which factor affects your choice?
Design Brand Guarantee Price
78 24 32 31
70.9
21.8129.09 28.18
0
10
20
30
40
50
60
70
80
Design Brand Guarantee Price
Percentage
This graph shows that design affects choice more as compare to other factors like brand, guarantee and price.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
10. Do you prefer imitated jewellery only on occasions?
No of Respondents Yes No
110 54 56
49%
51%
Yes
No
By: Preetika Arora, 4363
By: Preetika Arora, 4363
� If yes, at which occasion do you prefer imitated jewellery?
Festival Family Party Non Family Party Kity Party
11 44 13 3
10
40
11.81
2.72
0
10
20
30
40
50
Festival Family
Party
Non
Family
Party
Kity Party
Percentage
This graph shows that the most of the respondents prefer imitated jewellery only on
family party.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
� If no, what kind of jewellery do you prefer on such occasion?
Branded Unbranded But Not
Imitated
Other
26 25 5
23.63 22.72
4.54
0
5
10
15
20
25
Branded Unbranded But
Not Imitated
Other
Percentage
This graph shows that the most of the respondents prefer banded and unbranded but not
imitated jewellery on occasion.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
ANALYSIS OF STUDY
It has been observed through the study that the awareness of the jewellery in both the
categories branded as well as imitated jewellery is equal. The respondents like to wear
imitated jewellery in family festivals and they don’t mind people wearing or buying fake
brands or imitated jewellery. Most of the female like design when it comes for
purchasing jewellery. There are few females that prefer unbranded but not imitated
jewellery (purchased by their own gold smith).
1) 66.60% of respondents don’t mind buying fake products like jewellery, purses,
wrist watch & electronic products & 44.40% of respondents mind i.e. majority of
respondents buy the fake brand or imitated brands.
2) 50.90% of respondents find that imitated jewellery and 38.18% of respondent find
that the purses are the best alternative of original. Respondents in majority feels
that the best option of original brand to buy is imitated jewellery or purses rather
than to buy imitated electronic goods or wrist watch.
3) The answer of this question unambiguous. Majority of respondents like branded
and imitated jewellery and 22. 72% like unbranded jewellery but not imitated.
4) It has been observed that the awareness in the branded jewellery is more for
Tanishq and of Nakshatra because of the continuous advertisement in print and
electronic media by these companies.
5) Majority of respondent don’t mind if they find people wearing imitated jewellery.
6) T.V advertisements have more impact on the respondents
By: Preetika Arora, 4363
By: Preetika Arora, 4363
7) The design of jewellery has long lasting impact on the respondents than the brand.
8) Since the design has greater impact on the respondents which further influence the
buying behavior.
9) Design highly affects the purchase behavior of the respondents as compare to
price, brand and guarantee.
10) Majority of the respondents prefers imitated jewellery on family parties. Whereas
50% of respondents prefer branded and unbranded but not imitated jewellery
(purchased by their own gold smith) on occasions.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
FINDINGS
Objective1:-
To find the effect of advertisement on consumer purchase behavior
This objective fulfilled from question 7.Advertisments affects consumer purchase
behavior; Respondents mainly notice Design, Brand, and Celebrity in an advertisement.
Design and brand (50% & 45%) affects more from advertising as compare to celebrity.
Objective2:-
To find out the market share in terms of source of information of jewellery.
This objective is satisfied from question No 7, 70% of Respondents get information about
Jewellery from T.V., where as 47.27% Respondents from magazine.
Objective3:-
To know the factors which affect choice.
This objective is satisfied from question No 9, as per the recorded data design is the
Greater factor which affect consumer choice.
Objective4:-
To know the consumer perception towards jewellery on different occasions.
This objective satisfied from the question No10. According to my study 44%
Respondents prefer imitated jewellery on family party, 13% prefer imitated jewellery on
non family party. Where as 23% respondents prefer branded and 22%prefer unbranded
but not imitated jewellery on such occasions.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
SUGGESTIONS
1. It is being observed that respondents are aware of Tanishq and Nakshetra because of
advertisements so the other branded jeweller marketers should also adopt the best
promotional strategies.
2. Females between ages of 19 – 30yrs are the best target customer for the imitation
jewellery marketers.
3. Females of above 35 yrs are the best target customer for the gold smith jewellery so the
gold smith should target these groups.
4. To assure consumers that your product is best use experts. To provide instant
awareness - use film stars.
5. Advertisement agency should keep in mind certain product categories which are more
influenced by celebrity endorsements such as – Jewellery, Designer & product etc.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
CONCLUSION
This study shows that most of the female are aware about branded and imitated jewellery.
Majority of respondents don’t find anything wrong with purchase of imitated jewellery.
Even half of respondents prefer imitated jewellery on occasions (like festivals, family
parties, non-family parties, kitty parties). Where as other half of the respondents prefer
branded and unbranded but not imitated on the same occasions. Respondent are aware
about branded jewellery but still they don’t prefer branded jewellery. Design influences
the purchase behavior of the females. Where as T.V & magazines are the main sources of
awareness.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
LIMITATIONS
The followings are the limitations of the study:-
1. The information provided by respondents may be biased. So it may affect results of
study.
2. . The researcher had an intention to reach a large sample but due to lack of time the
intention could not be accomplished up to desired level.
3. The questionnaire was a bit time consuming. So getting them all filled was a tedious
process.
4. Some response of questionnaire can't be considered very accurate because some
respondents were not so serious while answering the questions.
5. The study is restricted to the limited areas of search.
6. Time period for the research is not appropriate.
7. Respondents shows biased attitude towards unbranded but not imitated jewellery.
Specially age group of 30 and above.
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
BIBLIOGRAPHY
BOOKS:
� Kotler Philip: Marketing Management, 11th Edition, Prentice Hall of India Ltd.
JOURNALS & PAPERS:
� Rajasekhar, Kavita. “tatan Goes for Gold with Nebula”. The Financial express. November 1, 1999.
� “The Midas Touch”, Business Standard, June 25, 2001. � Goyal, Malini. “India Today-Corporate Report, November 25, 2002, pp. 63-64. � Business India, February 17, 2002. � Gayatridevi (Ex-research Associate, The ICFAI Knowledge center, Hyderabad),
The ICFAI Journal of Brand Management March 2006. � Sean Corcoran and Shicago Okazaki and Map, March 2005, Issue 459, pp44-48.
WEBSITES:
� www.titanworld.com � www.rediff.com. Ganpati, Priya. “How Tanishq Turned around,” Rediff-
Business, July 4, 2003.
� www.agencyfaqs.com � www.icmr.icfai.org
� www.icmrindia.org
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
By: Preetika Arora, 4363
Questionnaire
Thank you for participating in this survey. The information provided by you is only for academic purposes.
Name: _______________________Address:_____________________________________________
Tel No: ________________________Age: 20-29____30-39____41 or above_____
Occupation: Businessman _________Self employed professional________
Service ______Homemaker ______Student ______Retired ______.
� Do you find any thing wrong with purchasing imitation brand name
products such as purses, jewellery, wrist watch or imitation electronic
products?
Yes No
� Which of the following imitation products do you think are perfectly fine
alternative of the original?
Electronic products Purses
Jewellery wrist watch
� Do you prefer branded or imitated jewellery?
Branded Imitated
Both Any other
� How many brand name of jewellery are you aware?
D’Gam Nakshetra De Beer’s
Tanishq Gili Gold DTC
D’Damas PP Jewellers
� Would you have more or less respect for a person if you found that the
person had an imitation or fake brand name products?
Yes No
By: Preetika Arora, 4363
By: Preetika Arora, 4363
� Which source of advertising do you prefer for seeking information about
jewellery?
T.V Magazine News paper other _____________
� What affect do you notice in an advertisement?
Design Brand Celebrity other____________
� Does the jewellery used in daily soaps (T.V serials) influence your purchase
decision?
Yes No
� Which factor affects your choice?
Price Brand Guarantee Design
� Do you prefer imitated jewellery only on occasions?
Yes No
� If yes, at which occasion do you prefer imitated jewellery?
Festival Family Party
Non Family Party Kitty Party
� If no, what kind of jewellery do you prefer on such occasion?
Branded Unbranded but not imitated
Any other_________________