CHAPTER-III DATA ANALYSIS AND INTERPRETATIONshodhganga.inflibnet.ac.in/bitstream/10603/106083/9/09...consumer buying behaviour for the branded and the traditional jewellery and the

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


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 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)


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


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






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.



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%


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




Bartlett statistic (corrected) = 17.150


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.




Smirnov:

Group KS test? P Value Passed normality


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).


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



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


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-square: 19.708



The P value is < 0.0001.



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.



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%


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.


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.




The bartlett's test can only be performed when every column has at least five

values.




Smirnov:


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



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-square: 1250.0





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


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-square: 501.26





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


This test suggests that the difference between the two SDs is not significant.


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 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


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.


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


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:-


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-square: 34.096








between rows.



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%


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


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.


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-square: 168.30





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%


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


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-square: 28.366








between rows.



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%


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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Documents

CHAPTER-III DATA ANALYSIS AND INTERPRETATIONshodhganga.inflibnet.ac.in/bitstream/10603/106083/9/09...consumer buying behaviour for the branded and the traditional jewellery and the