A

PROJECT ON

CONSUMPTION PATTERN OF CUSTOMER IN DIAMONDS

MASTER OF MARKETING MANAGEMENT

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR

AWARD OF MASTER OF MARKETING MANAGEMENT OF UNIVERSITY OF PUNE

SUBMITTED BY:

RAMAWATAR YADAV2008-2010

PRN NO: - 2060800978 OF (MATRIX BUSINESS SCHOOL PUNE-4)

GUIDED BY PROF:- Dr. Manoj Gadre

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MATRIX BUSINESS SCHOOL PUNE-4

CERTIFICATE

This is to certify that the FIELD WORK titled “CONSUMPTION PATTERN OF CUSTOMER IN DIAMONDS”

Is a Bona fide work carried out by Mr. RAMAWATAR YADAV student of Master of MARKETING MANAGEMENT Semester 2nd P.R.NO.: 2060800978 of MATRIX BUSINESS SCHOOL, PUNE under University of Pune in the Year 2009.

Internal guide Director

Dr. Manoj Gadre Dr. J.N. Pol

Date: Place: Pune College Seal

DECLARATION

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I RAMAWATAR YADAV student of the Master of Marketing Management hereby declare that all information, facts and figures in this report are as my own findings and experience in the Pune city. I also hereby declare that all the facts, figures and information given in this report is absolutely correct.

This information has been used for purely academic purpose.

RAMAWATAR YADAV MMM Roll. No. 44

ACKNOWLEDGMENT

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The research on “CONSUMPTION PATTERN OF CUSTOMER IN

DIAMONDS” has been given to me as part of the field study in 2-Years Masters

Degree in Marketing Management.

I have tried my best to present this information as clearly as possible using

basic terms that I hope will be comprehended by the widest spectrum of

researchers, analysts and students for further studies.

The successful completion of any project requires guidance and help from number of people.

This project report could not have been completed without the guidance of Dr. Manoj Gadre .

In the end, I would also like to thank all faculty member , jewelers and all those whose names are not mentioned above and who have indirectly helped me in various ways in successfully carrying out the project.

RAMAWATAR YADAV

INDEX

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S.NO. PARTICULARS PAGE NO.

1. Title Page 1

2. Certificate of College 2

3. Declaration 3

4. Acknowledgment 4

5. Index 5

6. 1.) Executive summary 6

7. 2.)Objective 7

8. 3.)An Overview of Indian Diamond Industry 8-11

9. 4.)Diamonds an Overview 12-18

10. 5.)Research Methodology 19-20

11. 6.)Data Interpretation and Analysis 21-37

12. 7.) Observation & Findings 38

13. 8.) Conclusion & Recommendations 39

14. 9.)Annexure 40-44

15. 10.)Bibliography 45

1. EXECUTIVE SUMMARY

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This field work is carried out to study the Consumption pattern of consumer in diamonds in Pune city. This field work will help to get knowledge about an overview of Indian diamonds industry as well as consumer perception regarding to diamonds. This field work is carried in the supervision of Dr. Manoj Gadre of MATRIX BUSINESS SCHOOL.

This is research is done on exploratory research. In this research random sampling method is taken. Secondary data is collected from Internet and primary data is collected by Questionnaire & Personal Interview. For the analysis of primary data is done on the basis graphical & statistical method.

2. OBJECTIVES

2.1 To know the market share of diamonds in export and in GDP.

2.2 To know the perception of customers regarding diamonds.

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2.3 To determine the customers satisfaction regarding diamond.

2.4 To determine the factors influencing the choice of buying of customers regarding diamonds.

3. An Overview of Indian Diamonds industry

3.1 Diamonds

World's largest cutting and polishing industry for diamonds. Well supported by the banking sector and government policies.

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Export potential for polished diamonds / finished diamond jewellery.

3.2 Exports

The net exports of gems and jewellery stood at Rs 44086.41 crores for the period April-September 2008. The gems & Jewellery sector witnessed a growth of 18.41 per cent during this period of the financial year, with a total gem and jewellery exports of Rs 46010.69 crores as against Rs 38856.53 crores in the corresponding period of the previous year(i.e. April-September 2007).

Table 3.2.1 : Composition of Exports

ITEMS April-September-08 (Provisional)

April-September-07 % Growth / decline over previous Year

Rs. In Crores

US $ in Million

Rs. In Crores

US $ in Million

Rs. US $

Cut & Pol Diamonds

33518.77 8041.93 27174.55 6613.42 23.35 21.60

(Quantity in Lakh Carats)

228.34 203.73 12.08

Gold Jewellery -

4275.64 1025.82 5157.85 1255.26 -17.10 -18.28

SEZ / EPZ 5228.87 1254.53 4422.07 1076.19 18.24 16.57

Total 9504.51 2280.35 9579.93 2331.45 -0.79 -2.19

Colored Gemstones

624.82 149.91 530.40 129.08 17.80 16.14

Others 438.31 105.16 491.50 119.62 -10.82 -12.09

Exports of Rough

Diamonds

1924.28 461.68 1080.16 262.88 78.15 75.62

(Quantity in Lakh Carats)

191.18 121.29 57.63

Net Exports 44086.41 10577.35

37776.37 9193.57 16.70 15.05

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(Source: www.indiainbusiness.nic.in )

NOTE : - 1) Data of Cut & Polished Diamonds include export of CPD (Bonded W.H) also. 2). Figures for April / September '2008 are provisional and subject to revision.3) Figures doesn't included from Bangalore August & September 2008, Coimbatore, Mumbai FPO, Chennai Hyderabad, Cochin, MEPZ & SEZ Kolkata month of Sept 20084). Above figures does not include data for Costume/ Fashion Jewellery, and Sales to foreign tourists.

5) Top Export Destination are United States, Hong Kong, UAE, Singapore , and Belgium .

3.3 Advantages for the diamonds industry in India

Diamonds and Jewellery hub Rich tradition / heritage of craftsmanship with high level of skills Low production costs Effective worldwide distribution network for promotion and marketing. Diamond polishing capital of the world. Manufacturing excellence

3.4 Investment Opportunities

Gemstone Processing (Cutting and Polishing) Jewellery manufacturing and retailing Jewellery certification Branded jewellery

3.5 Policy Initiatives provided by the government

The gem and jewellery industry has responded well to the duty reductions made last year. In order to encourage value addition and exports Government exempted following from duty rough cubic zirconia and to reduce the duty on polished cubic zirconia from 10 per cent to 5 per cent. Similarly, the duty on rough coral will be reduced from 10 per cent to 5 per cent.

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Reduction in net profit rate from 8% to 6% for all assesses engaged in diamond manufacturing and trading sector under Benign Assessment Procedure.

Import duty exemption on Rough Cubic Zirconia. Reduction of import duty on cut Reduction of import duty on Cut and Polished Cubic Zirconia and Rough

Coral from 10 per cent to 5 per cent.

3.6 Recent Developments

Shri Jairam Ramesh, Hon'ble Minister of State for Commerce led a delegation to Angola and Namibia.

A Joint Working Group was formed between Namibia and India to prepare a detailed plan for long term partnership in the diamond sector. The focus would be on direct sourcing of roughs from Namibia and on setting up of factories and training Institutes.

The delegation in Angola, discussed that ENDIAMA, Diamond mining company would shortly open an office in India. Angola has invited Indian diamond companies to set up factories and training institutes in Angola. The Council has invited the President of Angola as the "Chief Guest for Mines to Market 2009".

3.6.1 Gem and Jewellery Export Promotion Council (GJEPC)

The Gem and Jewellery Export Promotion Council is a representative body of trade. The following initiatives have been taken by the council in order to enhance competitiveness such as:

Preparation of a medium term exports strategy for various sectors including gems and jewellery by the Ministry of Commerce.

Exploring the possibility of direct procurement of rough diamonds from mining countries.

Promotion of Indian diamonds and jewellery abroad through advertisements, publicity and participation in international fairs, buyer-seller meets and direct approach to market retailers.

Market study through experts in the field to identify new markets.

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Promotion of export of 'hallmark' jewellery from India to assure foreign customers of quality and purity of jewellery made in India.

4. Diamonds an overview Jewellery has been an integral part of the Indian culture and civilization since ancient history. They were in demand and fashion since ancient civilizations as Harappa and Mohanjodaro. Made out of variety of materials, jewelry can be adorned to highlight almost any part of body. After India became independent in 1947, for several years, the several years, the nation’s economy was in the depression. Several views for business and commerce opened up as new policies

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came into place, journey towards progress and development also began for the diamond industry.

Currently, India is the world’s largest diamond processing (cutting and polishing) country with around 1 million processors treating over 57 % of the world’s rough diamonds by worth. According to recent reports, 11 out of 12 diamond (stones) set in jewelry are cut and polished in India. Processing is done on rough diamonds in a complete range of sizes and qualities, including stones larger than 10 carats. In terms of carat, India's contribution in this sector is about 80% of the global market. Employing over 90% of the global diamond industry workforce, the country also accounts for about 90 % of the volume of diamonds processed in the world. Table 4.1 Types of Diamonds Precious Semi Precious Ruby Tiger Eye’sPearl OpelRed Coral TarquoiseEmerald Moon StoneYellow Sapphire Red GarnetDiamond AquamarineBlue Sapphire Green tourmalineGomed Pink tourmalineCat’s Eye Lapiz lazuli

Piles StoneWhite CoralYellow TopazKidney StoneAmethyst

( source:www.rudraksh.info )

4.1 RUBY

Ruby

Color

Any shade of red, from light pinkish red to dark purplish red. In ancient times, pinkish red rubies were called Padmaraga (red as the lotus) or Feminine rubies, while dark red rubies were considered Masculine stones.

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Occurrence

Burma- Burmese rubies historically comes from the Mogok stone tract. The history of mining in Burma is long, complex and turbulent and date back thousands of years. Gems occur in a gravel layer called Byon at a depth of 20 to 100 feet, and are recovered by rudimental washing and screening and then hand-picking of encouraging-looking pebbles. Today, the Mong Hsu tract is also producing gem quality stones. Very fine Burmese stones over 5 carats are today extremely rare and can command ten times as much the price of a 5 carats diamond. Other producers of fine rubies are Thailand, Pakistan, Vietnam, Ceylon, and East Africa.

Astrological-Healing Properties

Signs of a well-placed VenusCreative, vital, resistant, determined and decisive.Successful activity, authority.Royalty, high position in administration.Cheerful outlook, good fortune, ambition to achieve great heights, brilliance, optimism, success in worldly affairs.

Prevention of the following diseases

Heart diseases, eye inflammation, low or high blood pressure,Hemorrhage, cardiac thrombosis, heated and bilious constitutionCerebral meningitis, eruption of the face, typhoid, polypus, epilepsy, bile complaints, sun-stroke, scorches, diseases of the head

Element FireSign Leo

Sanskrit NamesManikya, Ruby, Padmaraga, Red-lotus color gem, Shona-Ratna, Red jewel, Ravi-Ratna, Gem of the sun.

4.2 PEARLGemological Properties

Color The color of a pearl is the result of a body color and an overtone color (known as orient) present (due to surface effects) as a lustrous sheen. White, light cream, light rose, light yellow, blue and green overtones on a white body, black and colored pearls.

Occurrence Saltwater pearls are the most important on the market place.

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These come principally from the Persian gulf (coasts of Iran, Oman, Saudi Arabia and Bahrain State), Gulf of Manaar ( an arm of the Indian Ocean between India and Ceylon), Australia, South Seas, Japan, and Venezuela. Freshwater pearls come from rivers throughout the world.

Astrological-Healing PropertiesPlanet MoonSigns of a well-placed Venus

The native will have good affluence, good fortune, recognition and fame.Emotions under control. Good memory. Balanced emotional life.Success, happiness and comfortable life . Sicknesses during childhood. Indecisions, lack of mental balance. Desire to lie and spread false rumors.

Sanskrit NamesMukta, Pearl, Sasi-ratna, Gem of the moon, Taraka, Falling star, Jiva-ratna, Gem of the intellect.

4.3RED CORALGemological Properties

Color Flesh pink, pale to deep rose red, salmon pink, red to dark ox-blood red (this one being the most rare and priced).

Occurrence Throughout the Mediterranean Sea and Red Sea areas, Spain, Morocco, Malaysia, Japan. The most important center for the fishing and manufacturing of the finest red coral is Torre Del Greco (Italy).

Astrological-Healing PropertiesPlanet MarsSigns of an afflicted Mars

Aggressiveness, temper, arguments, fights, accidents, violence, rebellions, fire. Constant surgical operations. War or family arguments.

Prevention of the following diseases

Eruptions of the face and body Cuts, burns, bruisesGeneral diseases of the blood, muscular system, bone marrow.

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Sign Aries & Scorpio Sanskrit Names Munga,red coral, Bhauma-ratna,Gem of Mars, Vidruma,

The coral tree, Abdhijantu, Being of the ocean.

4.4 YELLOW SAPPHIRE (Pukhraj)

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n to greenis

yellow.

Lanka, Burma, Thailan

Cambodia, Australia, East Africa, USA.

4.5 GOMED (Hessonite Garnet)

Gemological PropertiesColor From light yellowish orange to dark brownish orange

and dark orange - redOccurrence Sri Lanka, Canada, Brazil, East Africa, Madagascar.

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Astrological-Healing PropertiesDay ThursdaySigns of a well-placed Jupiter

Happiness Good children and grandchildrenWealth, name, fame, success and honor.Wisdom, longevity

Prevention of the following diseases

Liver complaints, jaundice, dropsy, flatulence, dyspepsia, abscess, disorders of pancreas, tumors, skin troubles, cerebral congestion, catarrh, circulation of blood in the arteries and fat in the body.

Sanskrit Names Pusparaga, Yellow sapphire, Guru-Ratna, Gem of Guru, Puspa-Raja, King of flowers, Vascapati vallabha, Beloved of Jupiter.

4.6 Emerald

4.7 DIAMOND

Gemological PropertiesColor Colorless to hues of brown,

yellow, pink, chartreuse, blue, etc. The most priced diamond are those

Astrological-Healing PropertiesPlanet VenusSigns of a well-placed Venus

Sign:   Taurus & Libra Element:  WaterDay:        Friday

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Astrological-Healing PropertiesSigns of an afflicted Jupiter * Rahu is a spiritual inclined planet. When it is well-

placed, the native usually has very strong spiritual tendencies, desire to do goodness to others and detachment to material goals. He is very influential and respected in society.* Power, fame, political success, money* Obsessive and convulsive influences* Inertia, dullness, grossness, insensitivity, ignorance.

Prevention of the following diseases

Cancer, fears, phobias, undiagnosable illnesses, poisons

Sanskrit Names Gomeda, cow's urine colored gem, Rahu-ratna, Rahu's gem, Pita rakta mani, Orange gem, Tamo-mani, Rahu's jewel.

Gemological PropertiesColor From light yellowish green to dark bluish green and

everything in between.Occurrence The finest emeralds are from Colombia at Chivor,

Muzo, Gachala and Coscuez mines. Other fine emeralds come from Brazil, Zambia, Pakistan, Russia, Tanzania (Lake Manyara). Colombian emeralds from Muzo and Coscuez can be distinguished in a general way because Muzo material is blue-green, whereas that from Coscuez is yellowish green.

classified as colorless and "fancy"

Occurrence

South Africa, Angola, Botswana, Australia, Russia, India, Brazil, Venezuela.

Time:       Sunrise

Sanskrit Names

Vajra, Lightning bolt, Hiraka, Diamond, Bhargava-priya, Beloved of Venus.

4.8 CAT'S EYEGemological Properties

Color Light greenish yellow, green, brownish green, brownish yellow, brown

Occurrence Sri Lanka, Tanzania, Brazil, China, Russia

Astrological-Healing PropertiesPlanet KetuSign Pisces Sanskrit Names

Ketu-ratna, Ketu's gem, Vaidurya, Cat's eye, Sutra-mani.

4.9 BLUE SAPPHIRE (NEELAM)

Gemological PropertiesColor Light blue to dark blue,

violetish-blue, greenish-blue, steely-blue, color change from blue or greenish blue to violet-purple.

Occurrence Sri Lanka, Thailand (Kanchanaburi), Cambodia (Pailin), Burma, Kashmir, Australia (Anakie), Tanzania, Madagascar, USA (Montana, Yogo Gulch).

Astrological-Healing PropertiesSigns of a well-placed Jupiter

Wisdom, integrity, discipline, spiritual achievement patience, dedication and non-attachment. Saturn also govern leadership and perfection, highest human qualities, long life

Sanskrit Names

Nilam, Blue sapphire, Nila-mani, Blue jewel, Indra-nilam, Royal blue gem, Sani-ratna,

4.10 RASHI & GEMS

SUN - SIGN STONE'S NAME

Aries White Pearl, Ruby, Rosser Reeves Ruby, Star - Cabochon, Cat's

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Eye

Taurus Diamond, White Pearl

Gemini Red Coral

Cancer Emerald Green (Panna), Blue Lapiz Lazuli

Leo Diamond, White Pearl

Virgo Pearl, Blue Sapphire

Libra Topaz, Yellow Sapphire

Scorpio Emerald Green (Panna), Blue Lapiz Lazuli

Sagittarius Neelam, Blue Lapiz Lazuli

Capricorn Pearl, Blue Sapphire

Aquarius Topaz, Yellow Sapphire

Pisces Emerald Green (Panna), Blue Lapiz Lazuli

5. RESEARCH METHODOLOGY

It is well known fact that the most important step in marketing research process is to define the problem. Choose for investigation because a problem well

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defined is half solved. That was the reason that at most care was taken while defining various parameters of the problem. After giving through brain storming session, objectives were selected and the set on the base of these objectives. A questionnaire was designed major emphasis of which was gathering new ideas or insight so as to determine and bind out solution to the problems. Research included gathering both Primary and Secondary data.

5.1 Market sizeMarket size or population for a project is consider as the geographic area. For this field work market size is Pune city of Maharashtra state.

5.2 Sample size It gives the target population that will be sampled. This field work was carried in Pune. As a sample size 50 customer respondents and 15 organizational respondents is selected base on convent sampling method.

5.3 Secondary Data

Secondary data are those data which has been collected by someone else and which already have been passed through statistical process. For this field work secondary data has been taken from internet, and company’s web sites.

5.4Primary data

Primary data is the first hand data, which are selected a fresh and thus happen to be original in character. Primary Data was crucial to know various customers and past consumer views about consumption and buying in diamonds. The method for collection of primary data is used as questionnaire and interview.

5.5 ANALYSIS

The analysis is carried out in two part:-(A) For the owner of shops.(B) For customer.

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After the data has been collected, it was tabulated, presented in chart and findings of the project were presented followed by analysis and interpretation to reach certain conclusions.

5.6 Time Frame

Time frame for this field work is 1 week.

5.7 SCOPE

This project is based on the CONSUMPTION PATTERN OF CUSTOMER IN DIMONDS and for the conclusion of primary data the scope is restricted to Pune city only.

5.8 LIMITATIONS

5.8.1 Research work was carried out in one part of PUNE city, only the finding may not be applicable to the other parts of the country because of social and cultural differences.

5.8.2 The sample was collected using connivance-sampling techniques. As such result may not give an exact representation of the population.

5.8.3 Shortage of time is also reason for incomprehensiveness.5.8.4 The views of the people are biased therefore it doesn’t reflect

true picture.

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6. DATA ANALYSISAND

INTERPRETATION

6.1GRAPHICAL REPERSENTION OF VARIOUS SEGMENT

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6.1.1 AGE GROUP: TABLE6.1.1Age of Buyer No of Buyer % of Respond 20-30 12 24%30-40 21 42%40-50 14 28%50-60 3 6%Total 50 100%

Chart6.1.1

6.1.2. ANNUAL INCOME: TABLE 6.1.2Annual income No of Buyer % of BuyerBelow 2 lakh 0 02-3 lakh 7 14%

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3-4 lakh 13 26%4-5 lakh 17 34%5-6 lakh 9 18%above 6 lakh 4 8%Total 50 100%

Chart 6.1.2

6.1.3. EDUCATION QUALIFICATION:

TABLE 6.1.3Educational qualification no of buyer % of Buyerbelow 10th standard 10 20%10+2 standard 18 36%

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graduate 8 16%post graduate 14 28%Total 50 100%

Chart 6.1.3

6.2.2 GRAPHICAL REPERSENTION OF VARIOUS QUESTION:

Q. 1 : How frequently do you buy?

TABLE 6.2.1

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Buying pattern No. of Buyer % of Buyer

Quarterly 0 0%

Half yearly 2 3%

Yearly 15 25%

Occasionally 43 72%

Total 60 100%

Chart 6.2.1

Q. 2: Why do buy?

TABLE 6.2.2

Purpose to buy no of buyer % of Buyer

Self use 40 73.20%

Gift purpose 3 5.50%

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Investment 11 11.30%

Status symbol 0 0%

Total 54 100%

Chart 6.2.2

Q. 3: When do you purchases?

TABLE 6.2.3

Buying habit No. of Buyer % of Buyer

When price goes down 21 42%

When price goes up 0 0%

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When get extra money 5 10%

Marriage season 17 34%

on festival 7 14%

Total 50 100%

Chart 6.2.3

Q. 4 : Which diamonds do you prefer?

TABLE 6.2.4

Diamonds name No. of Buyer % of Buyer

sapphire 16 13.10%

Emerald 4 3.20%

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Topaz 13 10.66%

Ruby 19 15.57%

Coral 11 9.20%

Pearl 25 20.50%

Diamond 31 25.40%

Opal 3 2.45%

Total 122 100%

Chart 6.2.4

Q. 5 : Why do you select this particular?

TABLE 6.2.5

Purpose to select particular

diamonds

No. of Buyer % of Buyer

Suggested by astrologist 38 49%

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Suggested by friend 13 17%

Self motive 16 20.00%

Other 11 14.00%

Total 78 100%

Chart 6.2.5

Q. 6 : Which factor do you consider while buying?

TABLE 6.2.6

Factor consider while buying no of buyer % of Buyer

Price 37 39%

Quality 24 25%

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Brand 28 30%

Choice 6 6%

Total 95 100%

Chart 6.2.6

Q. 7 : If price then which range do like?

TABLE 6.2.7

Price range preferred No. of buyer % of Buyer

1000-3000 11 22%

3000-6000 14 28%

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6000-9000 10 20%

9000-12000 8 16%

12000-15000 5 10%

More than 15000 2 4%

Total 50 100%

Chart 6.2.7

Q. 8 : Which specific place do you prefer for purchase?

TABLE 6.2.8

Place prefer to buying No. of customer % of Buyer

Mall 3 6%

Branded shop 8 16%

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Traditional jeweler 39 78%

Total 50 100%

Chart 6.2.8

Q. 9 : Why this particular place?

TABLE 6.2.9

Reason to select particular

place

No. of customer % of Buyer

Quality 43 75.40%

Customer relation 4 7%

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Convent location 8 14%

Brand loyalty 2 3.60%

Price 0 0%

Total 57 100%

Chart 6.2.9

Q. 10 : Do you believe in any myths related to diamonds?

TABLE 6.2.10Believe in myths No. of buyer % of Buyer

Yes 39 78%No 11 22%

Total 50 100%

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Chart 6.2.10

11.Which types of diamonds do you sale to your customer?

TABLE 6.2.11

Name of diamond No. of Respondents % of RespondentsSapphire 13 11.5 %Emerald 14 12.4 %Topaz 12 10.6 %Ruby 15 13.3 %

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Coral 11 9.7%Pearl 15 13.3 %Diamond 15 13.3 %Opel 9 7.9%Tarquoise 6 5.3%Gomed 3 2.7%Total 113 100 %

Chart 6.2.11

12. Which price range of diamonds mostly sold?

TABLE 6.2.12

Name of Diamonds Price Range

Sapphire 500-20,000

Emerald 750-25,000

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Topaz 200-10,500

Ruby 1000-25,000

Coral 600-80,000

Pearl 900-10,000

Diamond 500-80,000

Opel 750-17,000

Tarquoise 1500-30,000

Gomed 400-20,000

Chart 6.2.12.1

Chart 6.2.12.2

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Sapphire

Emerald

Topaz

Ruby

Coral

Pearl

Diamond

Opel

Tarquoise

Gomed

0 200 400 600 800 1000 1200 1400 1600

Lowest Price range

7. OBSERVATIONS AND FINDINGS

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7.1) 42% People those who buy maximum diamonds comes in theage group of 30-50.

7.2) Income group 3 to 5 lakh purchase maximum 34% of diamonds.

7.3) Below graduate person purchase more diamonds than the above graduate person.

7.4) 72%Diamonds are mostly purchase occasionally and customer do not purchase regular.

7.5) 73% Customer buys diamonds mostly for self use.

7.6) They mostly when price goes down and on marriage season .

7.7) 49% people purchase diamonds those who are suggested by astrologist.

7.8) Price range at which diamonds mostly purchase is 3000 to 9000.

7.9) Till now 78% people purchase diamond from traditional jewelers

8. CONCLUSIONS AND RECOMANDITIONS

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1. Indian diamonds industry gives 80% contribution in global market and 90% contribution in employment in this industry.

2. In diamond those who purchase maximum diamond, is age group 30-50 but age group of 50-60 purchases less even have more disposable income and less responsibility so they should promoted to buy.3. Maximum buyer believe in myths and suggested by astrologist so when

any sales promotion tool or advertisement given then organization should consider these factor.

4. In present time when retail sector is well organized Even though customer buy less from mall and branded

shop ,they should create loyalty and good customer relation to increase market share

Second reason is staff have less knowledge about in the comparison of traditional shop.

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9

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9.1 QUESTIONNAIRE

CONSUMPTION PATTERN OF CUSTOMER IN DIAMONDS

ORGANIZATION………………………………………………….Name and Designation of respondent.............................................

1. Which types of diamonds do you sale to your customer?Sapphire □ Emerald□ Topaz □ ruby□

Coral □ Pearl □ Diamond □

If other then specify…………………………………………………….2. Please mention the price Range you sale?

Sapphire………… Emerald…………… Topaz …………………. ….

Ruby…………… Coral ……………... Pearl ……………………….

Diamond…………. If any other ………………………………………..

3. Which price range of diamonds get mostly sold?

Sapphire………… Emerald…………… Topaz …………………

Ruby…………… Coral ……………... Pearl …………………….

Diamond…………. If any other ……………………………………..

4. In which season maximum sale of diamonds occurs ?

Festival □ Marriage□ When price goes down□ when price goes up□

5. Does this happen that the customer changes his mind after visiting your shop

as regarding his preference of ranges?

……………………………………………………………………………

6. Which of the following sales promotion technique you use?

(A) Release of advertisement □

(B)Discount scheme at the time of festival □

(C)Offering quantity discount □

(D)Any other □

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7. Have you notice any increase sales volume as well as profit?

Yes □ No □

8. How do you train your staff to deal with customer?

(a) How to handle customer when comes first time

(b)By providing appropriate training of behavior

(c) Technical and product knowledge

9. Which mode of payment is generally used by customer?

Cash payment □ Debit card □ Credit card □

10.Which types of after-sale-service do you provide? pl. mention.

…………………………………………………………………………….

11.What is your strategy to increase market share?

…………………………………………………………………………….

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9.2 QUESTIONNAIRE

CONSUMPTION PATTERN OF CUSTOMER IN DIMONDS

NAME-……………………………………GENDER- (i) MALE □ (ii) FEMALE □ AGE GROUP

(i) 20-30 year □ (ii) 30-40 year □

(iii) 40-50 year □ (iv) 50-60 year □

ANNUAL INCOME-

(i)Below 2 lake □ (ii) 2-3 lake □ (iii) 3-4 lake □

(iv) 4-5 lake □ (v) 5-6 lake □ (vi) Above 6 lake □

EDUCATIONAL QUALIFICATION-

(i) Below 10th standard □ (iii)Graduate □ (ii) 10+2 Standard □ (v) Post Graduate □

------------------------------------------------------------------------------------

1. Are you regular buyer of diamonds?

Yes □ No□

2. How frequently do you buy?

Quarterly □ Half yearly □ Yearly □ Occasionally □

3. Why do you buy?

Self use □ Gift purpose □ Investment purpose □ As status symbols □

4. When do you generally purchase?

When price goes down □ When price goes up □

When get extra money □ Marriage season □ On festival □

5. If you buying with an investment motive how much return you expect?

………………………………..

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6. Which diamonds do you prefer?

Sapphire □ Emerald□ Topaz □ ruby□

Coral □ Pearl □ Diamond □

If other then specify……………………….

7. Why do you select this particular type ?

Suggested by astrologist □ Suggested by friend□ Self motive□

If other ……………..

8. Which factor do you consider while buying?

Price□ Quality □ Brand □ Choice □ Configuration like cent□

9. If it is price then which is your preferred range ?

1000-3000 □ 3000-6000 □ 6000-9000□ 9000-12000 □

12000-15000□ More than 15000□

10.Which specific place do you prefer for purchase?

Mall□ Branded shop □ Traditional jeweler□

11.Why this particular place?

Quality □ Customer relation□ Convent location□

Brand loyalty □ Price□

12.Do you believe in any myths related to diamonds?

………………………………………

13.Do you use it all alone or with gold?

……………………………………….

14.How many times do you come for polishing and servicing of diamonds?

………………………………………..

15.How much a single visit costs you?

………………………………………..

Thank you for sparing few moments of your valuable time.

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10. BIBLIOGRAPHY

10.1 Research methodology by C.M. Kothari 2nd Edition 10.2 Marketing Research by G C Bari 4th Edition10.3 Internet

10.3.1 www.google.com10.3.2 www.indiainbusiness.nic.in10.3.3 www.SuratDiamond.com10.3.4 www.rudraksh.info10.3.5 http://en.wikipedia.org10.3.6 http://timesofindia.indiatimes.com

10.3.7 http://www.rediff.com

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