A business research

project on
Malabar gold jewellery
store

Submitted to: Submitted by:

A.K Gupta MOHD.ARISH
(Lecturer)
Accman Institute of Management

Acknowledgement
We take the opportunity to express our gratitude to all the
respondents, who has helped us to achieve such results
and finish the project on time. This research project could
not have been possible without their dedication, patience,
assistance and cooperation.
We thank our seniors Nabin Shaw and Tirthankar Basu for
helping us when we needed some guidance for the project.
We particularly gratify prof. A.K Gupta for his guidance
throughout the project. We thank our mentor Mr Narayan
Iyer for providing us with all the necessary statistics. We
also thank our parents who have selflessly financed our
project work.
As we all know this project is very important for us for the
partial fulfilment of PGDM. As this project will provide us
with knowledge far greater than what we have in the
books. So the importance of this project is far greater than
only educational qualification.
Above all, we thank GOD, Almighty for the immense
wishes and blessings that gave us motivation and
confidence to complete this project on time.

Verified respondents
S. No. Name Sex Age
 1 Amrita Lala F 17
2 Ankita saigal F 23
3 Abhilasha Gupta F 27
4 Ankit Gupta M 28
5 Akhilesh Jadav M 19
6 Arupa Kumari F 20
7 Ashwini Malik M 21
8 Bani walia F 24
9 Bandana Sharma F 22
10 Bhavna Kaur F 25
11 Candra Dubey F 18
12 Danny Khanna M 28
13 Deepika Iyer F 16
14 Deepti Siddhanta F 26
15 Debjani Malik F 32
16 Debolina Mehta F 35
17 Dimple Khanna F 23
18 Disha Kaur F 22
19 Deepshika Garg F 37
20 Dipali Jain F 24
21 Esha Kaur F 22
22 Fatema Begam F 28
23 Godhuli Agarwal F 31
24 Ganga Virani F 23
S. No. Name Sex Age
25 Gourav Sexana M 27
26 Himani Agarwal F 25
 27 Jyoti Agarwal F 21
28 Janvi Kapoor F 25
29 Kamal Kaur F 17
30 Kangna Rai F 28
31 Kakoli Gupta F 19
32 Kirti Chauhan F 18
33 Karthik Chauhan M 28
34 Koyel Kundu F 22
35 Khusboo F 21
36 Kajol Sharma F 22
37 Latika gupta F 27
38 Lokesh Ranjan M 17
39 Manisha Saha F 23
40 Mousumi Ghosh F 24
41 Moumita Chowdhury F 17
42 Madhushree Mondal F 32
43 Manisha Chakraborty F 30
44 Monijita Moitra F 25
45 Natasha Srivastav F 33
46 Nishi Sinha F 16
47 Nandini Pradhan F 36
48 Neha Verma F 32
49 Neha Gupta F 22
50 Nikita Singh F 37
S. No. Name Sex Age
51 Nikita Shah F 38
52 Naina Sharma F 29
 53 Payel Basu F 49
54 Piyali Basu F 30
55 Piya Chatterjee F 22
56 Priyanka Pal F 34
57 Pritha Mittal F 22
58 Priyambada Sharma F 25
59 Pratiksha Gupta F 37
60 Priyanka Chaudhury F 38
61 Pallavi Saxena F 27
62 Pritanjali Alluwalia F 36
63 Rimpa Pal F 32
64 Rajni Banerjee F 34
65 Reshmi Gupta F 31
66 Rupsa Banerjee F 32
67 Rupal Srivastav F 22
68 Somoshree Sinha F 30
69 Sonam Singh F 21
70 Sonalika Biswas F 33
71 Sonhar Singh M 42
72 Sonali Saha F 17
73 Sonali Singh F 50
74 Shreya Dey F 55
75 Sahana Dutta F 56

S. No. Name Sex Age

76 Sangita Choudhary F 19
 77 Sikha Agarwal F 40
78 Soma Kundu F 41
79 Sona Mohanti F 17
80 Sriji Mehta F 39
81 Sriparna Majumder F 43
82 Sukla Sarkar F 58
83 Suparna Chakraborty F 60
84 Sudeshna Roy F 16
85 Sukla Sarkar F 40
86 Subha Gupta F 41
87 Suchi Singh F 39
88 Sunny Manchandani M 33
89 Sahana Dutta F 50
90 Sangita Chauhan F 31
91 Sikha Agarwal F 33
92 Soma Kundu F 27
93 Sriji Mehta F 23
94 Suchita Singh F 45
95 Sabita Kapoor F 40
96 Tuli Das F 16
97 Tanushree Ghosh F 34
98 Taniya Thakur F 32
99 Uma Das F 21
100 Vaibhab Tripathy M 65
 Preface
Business research is the process of designing, gathering,
analyzing, and reporting information that may be used
to solve a specific business problem.
As we all know market research is an ancient technique
to find out how one things rank against each other. It
has been used since the time began.
Market research comprises one of the most important
and fascinating facets of marketing. The ethical aspects
of market research and the responsibilities each of the
marketing research stakeholders have to themselves,
one another, and the research project presented and
developed in more detail throughout the text.
 Synopsis

Objective: To know the preference of

jewellery among women.
Researchers: Rahul, Rupak, Anirban, Aveek,
Piyali
Research Guide: Prof A.K Gupta
Nabin Shaw
Tirthankar Basu
Narayan Iyer
Project Duration: 45 days
Area of Research:
Sample Unit: Women
Sample size: 25
Methodology: Descriptive research and
conclusive research (Random
sampling)
Sample tool used: Questionnaire
 Contents
 Design of the study:
o Introduction of the study
o Objectives
o Statement of the problem
o Scope of the study
o Methodology of data collections
o Limitation of the study
 Gold Industry:
o Introduction
o History
o Applications
o Occurrence
o Production
o Price
o Current supply and demand statistics
o Factors influencing gold prices
 o Indian jems jewellery industry
 Malabar Gold:
o Introduction
o History
o Area of operation
o Malabar Gold - Kasaragod Unit
o Management & Staff
o Special Features
o Mission
o Social responsibility
o Organizational Structure
o Sources of fund
o Details of Malabar Gold collections
 Consumer Behaviour:
o Introduction
o Consumer Behaviour
o Buyer – an enigma
o Factors influencing consumer behaviour
 o Outlet selection and purchase
o Purchase behaviour
o Post purchase behaviour
 Consumer behaviour analysis of customers of
Malabar Gold:
o Introduction
o Analysis of data
 Finding and suggestions:
o Introduction
o Findings
o Suggestions
o Conclusion
o References
o Few Snaps
o Questionnaire
 List of tables

o Sex-wise classification of respondents

o Different income group of respondents
o Marital status of respondents
o Different age group of respondents
o Product-wise classification of respondents
o Awareness of respondents about products other
than Gold
o Classification based on amount of Gold owned
o Satisfaction on making charges
o Advertisement of Malabar Gold
o Factors influencing purchase
o Satisfaction with showroom facility
o Rating of designs available
o Response on complaints registered
o Salesman responsiveness
o Rating on service facility Rating on overall service
o Level satisfaction
o Insistence on well wishers

List of graphs

o Sex-wise classification of respondents

o Different income group of respondents
o Marital status of respondents
o Different age group of respondents
o Product-wise classification of respondents
o Awareness of respondents about products other
than Gold
o Classification based on amount of Gold owned
o Satisfaction on making charges
o Advertisement of Malabar Gold
o Factors influencing purchase
o Satisfaction with showroom facility
o Rating of designs available
o Response on complaints registered
o Salesman responsiveness
o Rating on service facility
o Rating on overall service
o Level satisfaction
o Insistence on well wishers
Design
Of
The
Study
 Introduction to the study
Society is a diversified in all aspects. We see this
among consumers, marketers, producers and even
among consumer behaviour from theoretical
aspects.
The study of consumer behaviour enables marketer
to predict consumer behaviour in the market; it
also produces under standing of the role that
consumption has in the lives of individuals.
Consumer behaviour is defined as a behaviour that
consumers display while searching for purchase,
using, evaluation and disposal of products, services
and ideas that they to satisfy their needs. The study
o f consumer behaviour is concerned not only with
what consumers buy, but also with what they buy
it, when, from where and how they buy it and how
often they buy it. It is concerned with learning the
specific meanings that products hold for
consumers. Consumer research takes place at every
phase of the consumption process; before the
purchase, during the purchase and after purchases.
Consumer behaviour is the study of how people
buy, what they buy, when they buy and why they
buy. It attempts to understand the buyer decision
processes/buyer decision making process, both
individually and in groups. It studies characteristics
of individual consumers such as demographics,
psychographics, and behavioural variables in an
attempt to understand people's wants. It also tries
to assess influences on the consumer from groups
such as family, friends, reference groups, and
society in general.
What we buy, how we buy, where and when we
buy, in how much quantity we buy depends on our
perception, self concept, social and cultural
background and our age and family cycle, our
attitudes, beliefs, values motivation, personality,
social class and many other factors that are both
internal and external to us.
Consumer behaviour is interdisciplinary; i.e. it is
based on concepts and theories about people that
have been developed by scientist in such diverse
disciplines as psychology, sociology, social
psychology, cultural anthropology and economics.
Consumer research is the methodology used to
study consumer behaviour.
The study of consumer behaviour is the study of
how individuals make decision to spend their
available resources on consumption elated items. It
includes the study of what, why, when and form
where they buy etc.
Consumer behaviour is a relatively new field of
study emerged in late 1960s with no history or
body of research of its own unlike branches of
economics. Many early theories concerning
consumer behaviour were based on economic
theory on the notion that individuals act to
maximize their benefits in the purchase of goods
and services.
There are number of reasons why the study of
consumer behaviour developed as a separate
marketing discipline. As sum as the marketing
researchers began to study the buying behaviour of
customers, they realized that, despite a something
“me too” approach to fashions, many consumer
rebelled at using the identical products everyone
else used. The primary purpose or studying as part
of a marketing curriculum is to understand why and
how consumers make their purchase decisions.
These insights enable marketer to design more
effective marketing strategies.
Consumer behaviour has become an integral part
of strategic market planning. The belief that ethics
and responsibility should also be integral
components of every marketing concept, which
calls on marketer to fulfil the needs of their target
market in ways that improve society as a whole.
In addition to studying consumer uses and
purchase and post purchase evaluations of the
product they buy, consumers researchers are also
interested in how individuals dispose the other
one’s new purchase.

Objective
 To analyse the behaviour of customers of Malabar
Gold.
 To know the motivating factors of consumers in
purchasing products of Malabar Gold.
 To know how brand preference is formed in
purchasing Malabar Gold’s ornaments among
consumers.
 To analyse marketing strategies of Malabar Gold.
 To ascertain the level of brand loyalty and brand
image associated by consumer with a brand name
‘Malabar Gold’ and the reason for this.
 To measure the level of satisfaction of customers of
Malabar Gold.
 To study the consumer perception towards
Malabar Gold.
 Statement of the problem

The MALABAR GROUP OF COMPANIES has launched its

gold ornaments outlet named MALABAR GOLD with
entire package of offers and with unique collections of
designs. So after 15 years of business and service, it is
important to know how the customers’ behaviour is
against its competition and how effective has been the
product positioning. After the purchase of specialty
goods or shopping goods, the customer exhibits post
purchase behaviour. It may be either cognitive
consonance or cognitive dissonance. The consonance
leads to dissatisfaction. But when it comes to customers
going in high value premium segment goods such as
gold, diamond and platinum ornaments, in a high
competitive with too many players in the market, then
the customer surely has a wide range of choice to
choose from and carefully evaluates the different
showrooms before making a purchase decision. In such
a situation, any of purchase dissonance will lead to very
high degree of dissatisfaction, which may also lead to
spreading negative option to the prospective buyer of
jewellers’ outlet. The MALABAR GROUP OF COMPANIES
has launched its gold ornaments outlet named
MALABAR GOLD with entire package of offers and with
unique collections of designs. So after 15 years of
business and service, it is important to know how the
customers’ behaviour is against its competition and
how effective has been the product positioning. After
the purchase of specialty goods or shopping goods, the
customer exhibits post purchase behaviour. It may be
either cognitive consonance or cognitive dissonance.
The consonance leads to dissatisfaction. But when it
comes to customers going in high value premium
segment goods such as gold, diamond and platinum
ornaments, in a high competitive with too many players
in the market, then the customer surely has a wide
range of choice to choose from and carefully evaluates
the different showrooms before making a purchase
decision. In such a situation, any of purchase
dissonance will lead to very high degree of
dissatisfaction, which may also lead to spreading
negative option to the prospective buyer of jewellers’
outlet.

Scope of the study

This study of under standing the behaviour of the
customers on jewellery brand, namely MALABAR GOLD,
apart from helping to acquire a better insight and
understanding into the vital, but trivial aspects of the
jewellery market, it also helps in assessing the
companies strength and weakness against the
competing jewellery brands. Thus helping in finding the
loop holes in the company’s products on in finding
logical solutions to the problems.

This study helps in finding out:

 How the customers rate the various attributes in

Malabar Gold as against other competitors.

 How effective has been the company in positioning

Malabar Gold as a reputed jewellery showroom.

 How effective has the company’s marketing

strategy of low making charge, with offering a
whole lot of unique features provided in the
market.
Methodology for data collection

1. Source of data:
There are broadly two types of data available to a
researcher. They are;
(a) Primary data
(b) Secondary data

Primary data:

It refers to the first hand information collected by the

researcher, specific to the research problem. It includes
using different primary data collection tools such as
personal interview using questionnaires, telephone
surveys, mail surveys etc. For the present study,
primary data was collected by survey method using
questionnaires.

Secondary data:

It is the information that already exists for another

purpose. This refers to all those data which are
collected for some earlier research work. The secondary
data for this work was obtained form company profile,
company magazines, website, newspapers, internet,
text books, reports and form company brochures and
other promotional materials.

2. Sampling:
In the consumer market research, there is a problem of
selecting a sample of few hundred respondents from a
vast population. The reason for sampling is that it is not
possible to cover the entire population in the field of
research.

SAMPLING DESIGN

Type of sample: Simple random

Sampling: For this study the
respondents were customer
of Malabar Gold only were
selected.
Research instruments: Structured closed ended
questionnaire.
Method: The respondents were
contacted personally and
interviewed.
 Limitations of the study

The main limitations are:-

 Time limitation for compelling the project.

 The data obtained in some cases may be biased.

 Difficulty in communication within the city while

conducting the survey.

 The information obtained from the consumers

based on questionnaires was assumed to be
factual.

 Since the survey is based on sampling method, it

does not disclose the character of the entire
customers.
 Gold
industry
 Introduction
Gold has long been considered the most desirable of
precious metals, and its value has been used as the
standard for many currencies in history. Gold has
been used as a symbol for purity, value, royalty. One
of the salient features about the gold is that a single
gram of weight is not at all wasted since its
exploration. It has been rounding in different hands
in one or the other way.
The history of gold starts from 2600BC. A huge
description is available in the Egyptian Hieroglyphs. It
may be the first metal used by humans and was
valued for ornamentation and rituals. Important
locations famous in the name of gold are Red sea in
Saudi Arabia, Lydia, Romania, Las medullas, in Spain,
Rosia Montana in Transylvania, Central America, Peru
and Columbia.
Today, gold has emerged as an important mean for
investments also. Volatile markets and unstable
economic conditions have also added to it. China is
largest producer followed by South Africa. But India is
the largest consumer of gold, where it is largely used
for jewellery together with investment. India’s
diversified religious customs and rituals have helped
to the high demand for gold.
 History

The symbol for the Sun has been used since ancient
times to represent gold. The Turin mining papyrus
Gold has been known and highly-valued since
prehistoric times. It may have been the first metal
used by humans and was valued for ornamentation
and rituals. Egyptian hieroglyphs from as early as
2600 BC describe gold, which king Tushratta of the
Mitanni claimed was "more plentiful than dirt" in
Egypt.
The south-east corner of the Black Sea was famed for
its gold. Exploitation is said to date from the time of
Midas, and this gold was important in the
establishment of what is probably the world's earliest
Coinage in Lydia between 643 and 630 BC.
The Romans developed new methods for extracting
gold on a large scale using hydraulic mining methods,
especially in Spain from 25 BC onwards and in
Romania from 150 AD onwards.
The Mali Empire in Africa was famed throughout the
old world for its large amounts of gold. Mansa Musa,
ruler of the empire (1312–1337) became famous
throughout the old world for his great hajj to Mecca
in 1324. When he passed through Cairo in July of
1324, he was reportedly accompanied by a camel
train that included thousands of people and nearly a
hundred camels. He gave away so much gold that it
took over a decade for the economy across North
Africa to recover, due to the rapid inflation that it
initiated.
During the 19th century, gold rushes occurred
whenever large gold deposits were discovered. The
first documented discovery of gold in the United
States was at the Reed Gold Mine near George Ville,
North Carolina in 1803. The first major gold strike in
the United States occurred in a small north Georgia
town called Dahlonega. Further gold rushes occurred
in California, Colorado, Otago, Australia,
Witwatersrand, Black Hills, and Klondike.
Because of its historically high value, much of the
gold mined throughout history is still in circulation in
one form or another.

applications
In various countries, gold is used as a standard for
monetary exchange, in coinage and in jewellery. Pure
gold is too soft for ordinary use and is typically
hardened by alloying with copper or other base
metals. The gold content of gold alloys is measured in
carats (k), pure gold being designated as 24k.
As a medium of monetary exchange
Gold coins intended for circulation from 1526 into the
1930s were typically a standard 22k alloy called
crown gold, for hardness. Modern
collector/investment bullion coins are typically 24k,
although the American Gold Eagle and British gold
sovereign continue to be made at 22k, on historical
tradition. The world wide used coins are American
Gold Eagle, British Gold Sovereign, Canadian Gold
Maple Leaf, Gold Kangaroos, Australian Gold Nugget,
Australian Lunar Calendar Series, Austrian
Philharmonic and American Buffalo.

Jewellery
Because of the softness of pure (24k) gold, it is
usually alloyed with base metals for use in jewellery,
altering its hardness and ductility, melting point,
colour and other properties. Alloys with lower
cartage, typically 22k, 18k, 14k or 10k, contain higher
percentages of copper, or other base metals or silver
or palladium in the alloy. Copper is the most
commonly used base metal, yielding a redder colour.
18k gold containing 25% copper is found in antique
and Russian jewellery and has a distinct, though not
dominant, copper cast, creating rose gold. Fourteen
carat gold-copper alloy is nearly identical in colour to
certain bronze alloys, and both may be used to produce
police and other badges. Blue gold can be made by
alloying with iron and purple gold can be made by
alloying with aluminium, although rarely done except in
specialize jewellery. Blue gold is more brittle and
therefore more difficult to work with when making
jewellery. Fourteen and eighteen carat gold alloys with
silver alone appear greenish-yellow and are referred to
as green gold. White gold alloys can be made with
palladium or nickel. White 18 carat gold containing
17.3% nickel, 5.5% zinc and 2.2% copper is silver in
appearance.

Other uses
 Salts and radio scopes of gold are used in
pharmacology.
 Gold leaf, flakes or dust is used in some gourmet
foodstuffs, sweets and drinks as decorative
ingredient.
 Gold is used in dentistry as crowns and permanent
bridges.
 Gold threads are used in embroidery
 Gold has been used for electrical wiring in some high
energy applications, atomic experiment and other
electrical equipments.
 Olympics, Nobel Prize and other competitions and
honours award a gold medal to the winner.

Occurrence
In nature, gold most often occurs in its native state
(that is, as a metal), though usually alloyed with
silver. Native gold contains usually eight to ten per
cent silver, but often much more - alloys with a silver
content over 20% are called electrum. As the amount
of silver increases, the colour becomes whiter and the
specific gravity becomes lower. Ores bearing native
gold consist of grains or microscopic particles of
metallic gold embedded in rock, often in association
with veins of quartz or sulphide minerals like pyrite.
These are called "lode" deposits. Native gold is also
found in the form of free flakes, grains or larger
nuggets that have been eroded from rocks and end
up in alluvial deposits (called placer deposits). Such
free gold is always richer at the surface of gold
bearing veins owing to the oxidation of
accompanying minerals followed by weathering, and
washing of the dust into streams and rivers, where it
collects and can be welded by water action to form
nuggets.

Gold minerals
Gold usually occurs in nature as the native element or
as the gold silver alloy electrum. Gold does occur
combined with tellurium as the minerals calaverite,
krennerite, nagyagite, petzite and sylvanite. Gold also
occurs as the rare bismuthide maldonite (Au2Bi) and
the antimonide aurostibite (AuSb2). Gold also occurs
as rare alloys with copper, lead, and mercury: the
minerals auricupride (Cu3Au), novodneprite (AuPb3)
and weishanite (AuAg)3Hg2).

Production

Since the 1880s, South Africa has been the source for
a large proportion of the world’s gold supply, with
about 50% of all gold ever produced having come
from South Africa. Production in 1970 accounted for
79% of the world supply, producing about 1,000
tones. However by 2007 production was just 272
tones. This sharp decline was due to the increasing
difficulty of extraction, changing economic factors
affecting the industry, and tightened safety auditing.
In 2007 China (with 276 tones) overtook South Africa
as the world's largest gold producer, the first time
since 1905 that South Africa has not been the largest.

Other major producers are United States, Australia,

China, Russia and Peru. Mines in South Dakota and
Nevada supply two-thirds of gold used in the United
States. In South America, the controversial project
Pascua Lama aims at exploitation of rich fields in the
high mountains of Atacama Desert, at the border
between Chile and Argentina. Today about one-
quarter of the world gold output is estimated to
originate from artisanal or small scale mining.
After initial production, gold is often subsequently
refined industrially by the Wohlwill process or the
Miller process. Other methods of assaying and
purifying smaller amounts of gold include parting and
inquartation as well as cupellation, or refining
methods based on the dissolution of gold in aqua
regia.
The world's oceans hold a vast amount of gold, but in
very low concentrations (perhaps 1–2 parts per 10
billion).

Price
Like other precious metals, gold is measured by troy
weight and by grams. When it is alloyed with other
metals the term carat or karat is used to indicate the
amount of gold present, with 24 karats being pure
gold and lower ratings proportionally less. The purity
of a gold bar can also be expressed as a decimal
figure ranging from 0 to 1, known as the millesimal
fineness, such as 0.995 being very pure.
The price of gold is determined on the open market,
but a procedure known as the Gold Fixing in London,
 originating in September 1919, provides a daily
benchmark figure to the industry. The afternoon
fixing appeared in 1968 to fix a price when US
markets are open.

Current demand and supply statistics

Gold supply and demand Q4:2009:
At US$23.6bn, global dollar demand for gold reached
new heights in the last quarter of 2009, rising 12% on
year earlier levels. Global investment demand for gold
showed the strongest surge, reaching $3.9 billion in Q4
2009, 29% higher than Q4 2009, with particular strength
in the US, China, Egypt and Vietnam. Despite a number
of markets turning to gold due to its investment
attributes as a safe haven in times of rising inflation and
unstable equity markets, identifiable global investment
demand in tonnage terms was down by 4% over Q4
2008 to 119.8, as some investors took profits. This
decline represents a 9% decrease in net retail
investment, which was partly offset by a move to
positive net investment in Exchange Traded Funds
(ETFs) and similar products.

FACTORS INFLUENCING GOLD

PRICE
Today, like all investments and commodities, the price
of gold is ultimately driven by supply and demand,
including hoarding and disposal. Unlike most other
commodities, the hoarding and disposal plays a much
bigger role in affecting the price, because most of the
gold ever mined still exists and is potentially able to
come on to the market for the right price.

Bank failures
When dollars were fully convertible into gold, both
were regarded as money. However, most people
preferred to carry around paper banknotes rather than
the somewhat heavier and less divisible gold coins.

Low or negative real interest rates

If the return on bonds, equities and real estate is not

adequately compensating for risk and inflation then the
demand for gold and other alternative investments
such as commodities increases.

War, invasion, looting, crisis

In times of national crisis, people fear that their assets
may be seized and that the currency may become
worthless. They see gold as a solid asset which will
always buy food or transportation. Thus in times of
great uncertainty, particularly when war is feared, the
demand for gold rises.

INDIAN JEMS JEWELERY

INDUSTRY

The exports of gems and jewellery registered an upbeat

growth of per cent in dollar terms during April-
September 2007-2008. In 2007-2008 the exports of this
sector increased by 16.8% and crossed a level of
US$10.5. This is a particularly interesting industry from
an Indian stand point, since it involves imported raw
materials, domestic value added and global markets
and provides skilled employment. Indian gems firms are
tightly integrated into global production chains. In
order to give a boost to exports of gems and jewellery,
Government took major policy initiative during the
same year.

OVERVIEW OF GOLD INDUSTRY

IN INDIA

 India is the largest consumer of gold in the world

followed by China and Japan.

 India is emerging as world’s largest trading centre

of gold with a target of US$18 bn set for 2011.

 India dominates the world’s cut and polished

diamonds (CPD) market.
 In value terms, the country accounts for
approximately 55% of global polished diamond
market and nearly 9% of the jewellery market.

 Surat contributes 90% of India’s total diamond

exports.

 India’s domestics branded jewellery market is

estimated at Rs 600-700 crores.

 There are 13 bullion importing bank in India.

 India’s gem and Jewellery Exports Promotion

Council (GJEPC) is aiming at turning India into an
international diamond trading centre.
 Since India is already enjoying 80-85% of the world
CPD market, scope for further growth in diamond
exports is limited. Hence, if India’s gems and
jewellery sector is to substantially increase exports,
the best lies in the jeweller sub sector.

 India’s imports an average of 18000 bars a day,

about 70% of the total demand and the balance is
being sourced to indigenous output and metal
recycled from old jewelleries.

 The main reason why India has not made a dent in

jeweller exports market is the existence of
government restrictions in their domestic jewellery
industry in the pre-economic liberalization era. If
the gold jewellery exports are to be encouraged, it
would be necessary to allow bulk imports of gold
which would have to be converted to jewellery and
then exported.
Malabar
Gold
 Introduction

Malabar Gold Pvt Ltd is a unit of a corporative setup

called Malabar Group of Companies. It is one among
the 26 units or firms under Malabar Group of
Companies. Today Malabar Gold is a leading jeweller in
south India and Middle East. It has not only retail
outlets but also runs wholesale outlets too. Malabar
Gold is reputed jeweller maker and has millions of
customers across India and outside.

History

The name “Malabar” itself gives a clear idea of its

origin, it was born on 5th July 1993 at Kozhikode, which
is known as heart of Malabar i.e., northern Kerala. The
founder of Malabar Gold is Mr M.P Ahamed, who is the
present chairman.
Earlier Malabar Gold was known as “Malabar
Jewellers”. The present corporate office is at Kozhikode.
Within 15 years Malabar Gold is successful in spreading
its wings throughout Karnataka, Kerala, Andhra
Pradesh, and Gulf countries.

Area of operation
Malabar Gold has opened its outlets throughout South
India and Gulf countries. In total it has 26 outlets
including wholesale outlets. They are listed as below:

Kerala: Calicut, Kannur, Thalassery, Kasaragod, Palakad,

Manjeri, Trissur, Perinthalmannna, Vadakara, Kochi,
Edappal, Kodungalloor, Kanhagad, Thodupuzha, Sulthan
Bathery.

Karnataka: Mangalore, Bangalore (2 outlets).

Tamilnadu: Tirur, Erode.

Andhra Pradesh: Hyderabad.

UAE: Sharjah, Ajman, Al-Ain, Bur-Dubai.

They are also planning to extend their business in

Payyannur, Coimbatore, Mysore and
Tiruvananthapuram.
 Malabar GOLD- KASARAGOD
UNIT
Malabar Gold opened its franchise in Kasaragod on 7th
December 2003. It was inaugurated by Panakad
Hyderali Shihab Thangal. It is located in the Century
Park shopping complex, near municipal new bus stand.
The showroom is fully air conditioned and has a good
parking facility too.

MANAGEMENT AND STAFF

Management is concerned with the accomplishment of
objectives by utilizing physical and financial resources
through the efforts of manpower. Staffs refer to the
human resources within an organization. The Kasaragod
unit is lead by a very good team headed by Mr P.A.
Ibrahim Haji who is the General Manager. Altogether it
has 64 employees. Persons with their destinations are
listed below:

Sales Manager: Mr Chandra Shekaran Nair

Purchase Manager: Mr Shahid P.C
Accountant: Mr Thomas
Packing Manager: Mr Shaji K
 Special features of Malabar Gold
 Exclusive showroom for 100% BIS hallmarked 916
gold collections.
 A vast array of modern designer collections from
India, Singapore, Europe, Middle East etc.
 Pure value for money guaranteed while buying and
selling.
 Lifelong guarantee and free maintenance for gold
ornaments.
 German made gold check carat analyser to check
the purity of gold while buying and selling gold.
 Exclusive collections of MG diamonds.
 IGI certificate of authenticity and buy back
guarantee for diamond ornaments.
 Special counter for world class branded watches
like Omega, Rado, Mont Blanc, Seiko, Foce, Tissot,
Espirit, Continental, Police, Tag Heuer, Caterpillar,
D4 swiss, Accurate and Citizen.
 2 years international warranty and after sale
service for Swiss made watches.
 International Gemological Institute’s certificate for
diamond ornaments.
 PGI certificate for platinum ornaments.
 Availability of well trained professional sales
executives.
 Certain percentage of profit is reserved for charity.
 MISSION OF THE
ORGANISATION

Vision of the organization is as follows:

 To provide employment opportunity to educated

people.

 To training to unskilled persons.

 To provide employment to persons from rural area.

 To provide good quality products at reasonable

price.

 To give customers the best value for their money.

 To provide good working conditions.

 To earn reasonable profit.

 SOCIAL RESPONSIBILITY OF
MALABAR GOLD
Social responsibility means the obligation of a business
to act in manner, which will serve the best interest of
the society.

Towards the employees

Workers are, indeed the pillars of the organization.
They are the important part of the organization. It is
therefore very necessary to keep them satisfied and
give them in due. According to modern philosophy,
labour is a human being and worker next.
Malabar Gold has to ensure job security for their
workers and has to pay reasonable salaries for their
effort. It also creates good working conditions like good
lighting, ventilation, air conditioning etc. to its
employees. The company also provides ESI to their
staff. They are provided with accommodation,
insurance coverage and uniforms to the staff. The firm
also ensures selection and recruitment is being done
without any discrimination like caste, colour, religion,
and state.
 Towards the customers
The satisfaction of the customers should be the primary
concern of every business concern. Malabar Gold
ensures marketing of such goods which are demanded
by the customers based on their taste and preferences.
It also ensures adequate supply of good quality
products at reasonable price. After all their punch line is
“beauty meets quality”.

Towards the society

Every organization has responsibility not only towards

employees and customers but also towards the society
also. Malabar Gold ensures maximum utilization of
nation’s rich resources. They try to dispose less
wastage. Together with this they also create more
employment opportunities. Provide jobs for
unemployed youths of rural area. It also maintains good
relation with local area.
 ORGANISATONAL STRUCTURE
An organizational structure explains how authority and
responsibility flows from one head to other. In Malabar Gold
Managing Director is at the top level. He sets the plans and
policies. He controls each and every corner of the showroom.
Malabar Gold follows the centralized form of structure. It
means that all powers are vested with the op level
management. The organization mainly has 4 departments and
each department its own departmental heads and trainees.
 Sources of funds
The main sources of the funds are bank loans and from
other financial institutions. Almost half of the capital
are owned fund.

DETAILS OF MALABAR GOLD

COLLECTIONS

The exclusive collections of Malabar Gold include:

World class designer jewellery from Italy, Turkey,
Korea, Bahrain and Singapore.
 Traditional jewelleries from Karnataka and Kerala.
 Royal Mughal collections
Karachi bangles.
Calcutta collections.
Rajkot collections.
Zara collections.
Antique collections.
Hansa collections.
Bombay and Bombay special collections.
Signity studded jewelry.
Daily wear bangles and chains.
Formal or work wear jewelry.
Navrathna, birthstones, lucky stones studded with
gold.
Platinum ornaments with “950 Purity Assurance
Card”.
Wide range world class branded watches like
Omega, Rado, Mont Blanc, Seiko, Foce, Tissot,
Espirit, Continental, Police, Tag Heuer, Caterpillar,
D4 swiss, Accurate and Citizen.
Varied collections of their own brand diamond
collection called MG diamonds.
Consumer
Behaviour
 Introduction

All of us are consumers. We consume things of daily

use; we also consume and buy these products according
to our needs, preferences and buying power. These can
be consumable goods, durable goods, specialty goods
or industrial goods.
What we buy, how we buy, where and when we buy, in
how much quantity we buy depends on our perception,
self concept, social and cultural background and our age
and family cycle, our attitudes, beliefs, values
motivation, personality, social class and many other
factors that are both internal and external to us.

CONSUMER BEHAVIOUR
Consumer behaviour is the study of how people buy,
what they buy, when they buy and why they buy. It
blends elements from psychology, sociology, socio-
psychology, anthropology and economics. It attempts
to understand the buyer decision processes/buyer
decision making process, both individually and in
groups. It studies characteristics of individual
consumers such as demographics, psychographics, and
behavioural variables in an attempt to understand
people's wants. It also tries to assess influences on the
consumer from groups such as family, friends, reference
groups, and society in general.
Belch and Belch define consumer behaviour as 'the
process and activities people engage in when searching
for, selecting, purchasing, using, evaluating, and
disposing of products and services so as to satisfy their
needs and desires'.
Buyer- an enigma
Although it is important for the firm to understand the
buyer and accordingly evolve it marketing strategy, the
buyer or consumer continues to be an enigma –
sometimes responding the way the marketer wants and on
other occasions just refusing to buy the product from the
same marketer. For this reason, ht buyers’ mind has been
termed as a black box, the marketer provides stimuli but
he is uncertain of the buyer’s response. This stimulus is a
combination of product, brand name, colour, style,
packaging, intangible services, merchandizing, shelf
display, advertising, distribution, publicity and so forth.
Further today’s customer is being greatly influenced by the
media especially electronic. Technological developments
in the field of information, biotechnology and genetics,
and intensive competitions in all products and services are
also impacting consumer choices.
 FACTORS INFLUENCIG
CONSUMER BEHAVIOUR

The factors that influence consumer behavior can be

classified into internal factors and external
environmental factors. External factors do not affect
the decision process directly, but percolate or filter
through the individual determinants, to influence the
decision process.

The individual determinants that affect consumer

behaviour are:

 Motivation and involvement

 Attitudes
 Personality and self concept
 Learning and memory
 Information processing
 The external influences or factors are:
 Cultural influences
 Sub-cultural influences
 Social class influences
 Social group influences
 Family influences
 Personal influences
 Other influences
 MODELS OF CONSUMER
BEHAVIOUR

We have already seen that there are many factors

which influence the decision making of consumers.
There are various consumer models which help in the
under standing of consumer behavior. They are
formulated by different economist and management
scientist based on various ideas. They are:

 Economic Model
 Psychological Model
 Input process output Model
 Sociological Model
 Hawrath Sheth Model
 Sociological Model
 Engel-Blackwell-Kollath Model
 Model of family decision making
 Nicosia Model
 A model of industrial buying behaviour
 TOOLS TO STUDY CONSUMER
BEHAVIOUR
It is important to marketer to regularly study buyer
behaviour. The different tools available to him or her
are:
Surveys
This is the most common technique used in studying
consumer behaviour. It involves the use of
questionnaires. Different scaling techniques like Likert
and Thurstone are used to measure consumer attitudes.
The problem with survey methodology is that it gives to
marketer only conscious response of the customer.
Projective Techniques
To throw the customer off his or her conscious level and
to get know subconscious-level responses, projective
techniques like word association, picture association
and thematic appreciation tests have been used. This
provides valuable information on his or her product or
brand and about the customer’s lifestyle and self
concept.

Focus Group Discussions

This is another qualitative technique used to assess how
customers perceive the product and use situations. It also
provides the marketer with valuable information on the
target market.

OUTLET SELECTION AND

PURCHASE
As the number of product and brands are increasing in the
market, so are the retail outlets and it becomes very
confusing for the customers to choose the retail stores.
The selecting of a retail store also involves almost the
same process as selecting a brand. A retail outlet relates to
a service or a product which caters to the consumer. The
retail trade occurs from the stores but, it also occurs from
catalogues, direct mail via print media, television and
radio. Retailing is also done in weekly markets which are
put up in different areas of a city on different days. It is
also done from consumer, by means of various media. It
has become very challenging and exciting, both for
consumers and marketers. The consumer may give first
preference to the store or the product or, he may give
equal importance to both. Sometimes one prefers a store
first, where he can get friendly and logical advice to buy
the product or brand of second priority, if he is assured of
proper service and proper guidance, rather than buying a
product of his choice on first priority and missing out on
other important aspects of purchase.
 PURCHASE BEHAVIOUR

We have seen that in many products, decision-making

is a very lengthy process, and takes a very long time.
The problem is recognized and a lot of information is
gathered. After this is done, the last two stages of
decision-making, that is, the purchase and post
purchase come into play. Purchase is very important as
it generates revenue, and post purchase gives us an
idea of the likes and dislikes of the consumer. Post
purchase behaviour also establishes s link between the
marketer and the target market segment.

Purchase is important to the marketer as the product

was planned, produced, priced, promoted and
distributed after a lot of effort. If purchase does not
take place, the marketer has failed in his marketing
effort. He then needs to change the marketing mix. He
has to change entire strategy, as the ultimate aim of the
marketer is to float a product which will generate
revenue and bring satisfaction to the customers.
Purchase is important for his success, for achieving his
objectives and for formulating competitive strategies
against the competitors. It marks the end of his search,
end of his efforts and chooses the brand of his choice
for expected benefits.
 POST PURCHASE Behaviour

It is important for the marketer to know whether his

product is liked by the consumer or not. He wants the
feedback about his product so that corrective action, if
necessary, can be taken, and the marketing mix be
modified accordingly. Post purchase behaviour is the
reaction of the consumers; it gives an idea of his likes
and dislikes, preferences and attitudes and satisfaction
towards the product. It indicates whether or not the
purchase motives have been achieved. Purchase is the
means and post purchase is the end. Post purchase
behaviour indicates whether or not repeat purchase
will be made, whether the customer will recommend
the product to others or not. It indicates whether long
term profits can or cannot be expected. All this can be
found out by the post purchase behaviour or the
customers. Post purchase is the last phase in the
decision making process.
 CONSUMER
BEHAVIOR
ANALYSIS
OF
CUSTOMERS
OF MALABAR
GOLD
 INTRODUCTION
In this chapter an attempt is made to study about
behaviour of consumers of consumers in Kasaragod district
about Malabar gold.

ANALYSIS OF DATA
Table No. 1
Showing the no. of customers in sex classes:
Category No. of Percentage
Respondents
Male 10 10 %
Female 90 90 %
Total 100 100 %

Chart no.1:- Sex wise classification of the respondents

 Interpretation
We have surveyed 100 people from which 90 were
female and 10 were men. We chose women as the
dominating influence as jewellery is mostly a women’s’
accessory. Women mostly use jewellery such as
bangles, necklace, rings etc. But men mostly use rings
and a bit of necklace as their jewellery. So women use
more variety of jewellery than men, hence we
concentrated on surveying women rather than men.

Table No. 2
Showing the no. of respondents belonging to different
income level

Income Group (in Rs) No. of Percentage

respondents
Below 12000 10 10
12000-16000 30 30
16000-20000 40 40
Above 20000 20 20
Total 50 100
Chart No. 2
 Interpretation:
We have found that 40% of the 100 people we
surveyed had their family income in between rs
16000-20000. 30% of them ranged about 12000-
16000 and below 12000 gathered 10 candidates.
We then have the above average group with rs
20000 as their family income. Hence we come to
the conclusion that the average family income of
the middle class people who buy golden
jewellleries from MALABAR GOLD is between
16000-20000.

Table No. 3

Showing the marital status of the customers

Status No. of Respondents Percentage
Unmarried 12 12%
Married 88 88%
Total 50 100%
 Chart No. 3
Percentage

12%

Unmarried
Married

88%
 Interpretation
Through this survey we found out that 88% of the of
the 100 people we surveyed are married. It gives us a
clear indication that married men and women use
jewellery more as after marriage one has to wear
more jewellery than that of the unmarried ones. 12
of the 100 people who were shopping at Malabar
Gold wore rings and bangals before marriage.

Table 4
Showing the no. of respondents belonging to
different age groups.
Age No. Of Percentage
respondents
Below 18 16 16%
18-28 44 44%
28-38 28 28%
Above 38 12 12%
Total 100 100%
Chart No. 4
 Interpretation

Through the study we found that women and men’s

age ranging from 18-28 wear most of the jewelleries
as this is the best age for getting married and we
found that women and men above the age wear too
little jewellery. Men and women falling below the age
of 18 also wear little jewellery.

Table – 5
Product wise classification of customers:
Product No. Of Percentage
respondents
Gold 70 70%
Watch 10 10%
Platinum 10 10%
Diamond 10 10%
Total 100 100%

Chart -5
 Interpretation
We have surveyed to find that Malabar Gold
customers buy gold more than their platinum,
diamonds and watches. We discovered that 70
people out of 100 customers buy gold from their
shops. Watches, Platinum and diamonds are bought
by 10 people each. So it gives us a clear indication
that gold is the favourite product of the customers of
Malabar Gold.

Table – 6
Showing no of customers aware of products other than gold available in Malabar Gold.
Status No of Percentage
respondents
Yes 88 88%
No 12 12%
Total 100 100%
Chart – 6
 Interpretation
It is good to know that, 88% of the customers know
that other products are available in the stores of
Malabar Gold. 12% of the people don’t even know
what the materials available in the stores are even.
Whether the customers discover those materials by
advertisements or merchandise is a different issue.

Table – 7
Showing the no. of respondents belonging to
different groups of the amount of gold they own
Amount of Gold No. Of Percentage
respondents
Below 56 08 11.43%
56-120 22 31.43%
120-200 26 37.14%
Above 200 14 20%
Total 70 100%
Chart – 7
 Interpretation
We found that most of the customers are loyal to
Malabar Gold and have at least 120 carat gold along
with them. Their maximum inventory of the
customers would be close to 200 carat. The
Customers buy freely from the stores of Malabar Gold
and find the venture satisfactory.

Table:8
Showing no. of customers satisfied with making
charges of ornaments in Malabar Gold.

Status No of Percentage
respondents
Yes 80 88.88%
No 10 11.12%
Total 90 100%

Chart – 8
Interpretation
We have interpreted that the customers of Malabar
Gold are more or less satisfied by making changes to
their ornaments. 88.88% of the customers of the
store are happy with changes made to their
ornaments whereas 11.12% people are happy with
their traditional ways and think little for making
changes.

Table – 09
Showing the media through which the customers came to know about Malabar Gold.

Media No of Percentage
respondents
Newspaper 20 20
Television 40 40
Yellow pages 10 10
Friend & 30 30
Relatives
Total 100 100

Chart-09
Interpretation
Our survey amicably shows that the customers are
made aware of Malabar Gold through Newspaper
mainly. Plus this store relies on mouth to mouth
publicity. 40% of 100 people knew about Malabar
through Newspapers. 30 out of 100 people are made
aware by their friends and relatives. It is maybe
because of women conversing about the jewellery
they wear when they go to parties and other social
gatherings.

Table – 10
Showing the factors which influenced the customers
in purchasing from Malabar Gold.

Factors No of Percentage
Respondents
Company image 22 22%
Quality 28 28%
Advertisements 24 24%
Collection 26 26%
Total 100 100%

Chart – 10
Interpretation
Quantity is temporary but quality is permanent. It
also reflects on the survey results. As the quality of
gold provided by Malabar Gold speaks for its sale and
loyality of customers. We see that 28% of the
customers believe in the quality of Malabar Gold and
26% buy from these stores because of the variety of
ornaments available in their showroom. 24% buy
after watching the advertisements in the paper or TV.
22% are the loyal ones; they buy because of the
company image.

Table – 11

Showing the number of customers happy with the

showroom facilities:

Status No of respondents Percentage

Yes 86 86%
No 14 14%
Total 100 100%

Chart – 11
Interpretation
We can see that 86% of all the customers are satisfied
with the showroom facilities provided by the Malabar
Gold administrators. 14% are not satisfied with the
facilities of the showroom as maybe they expect too
much of Malabar Gold. The experience of customers
in the showroom of Malabar is good enough as the
service is excellent. All the customers are more or less
satisfied with the service provided by the showroom
facilities.

Table – 12

Showing how the customers rate the designs of

ornaments.

Rating No of respondents Customer

Excellent 12 12%
Good 58 58%
Average 30 30%
Poor 0 0%
Total 100 100%

Chart – 12
Interpretation
We can see that the ratings of Malabar Gold suggest
that the design variety is good enough and the
ornaments available in the showroom are
satisfactory. The ornaments of the showroom are
designed to be satisfactory. 58% of the 100 people
think that the designs are good enough. 30% think
that the ratings are moderate. 12% think that the
variety of the designs are excellent compared to
other gold outlets.

Table – 13

Showing the no. of customers who got immediate

response on complaints registered:

Status No. Of Respondents Percentage

Yes 92 92%
No 08 08%
Total 100 100%

Chart – 13
Interpretation
92% of the people feel that Malabar Gold service is
excellent. All their complaints are met with
wonderful service. As soon as the complaints are
registered, the Malabar service acts on that and
satisfies customers. Only 8% think that the service of
Malabar Gold stores is not upto the mark. Most of
the customers are satisfied, which was the main aim
of the survey.

Table – 14

Showing the customers rating on the salesman

relationship:

Rating No of respondents percentage

Excellent 10 10%
Good 46 46%
Average 44 44%
Poor 0 0%
Total 100 100%

Chart – 14
Interpretation
The customers of Malabar Gold are happy with the
customer relationship they hold with the floor
salesmen. 46% people feel that the salesman
relationship is good, as 44% feel that the salesman
relationship is average and 10% feel that it is
excellent. One good thing we came to know that, the
service and support provided by Malabar Gold stores
are not poor. Some feel that the salesmen
relationship need improvements.

Table – 15

Showing the customers rating on the service facility

available:

Rating No. Of respondents percentage

Excellent 12 12%
Good 48 48%
Average 40 40%
Poor 0 0%
Total 100 100%

Chart – 15
Interpretation
Here we find out that the customers are well
attended by the staff and the salesman behaviour is
upto the mark. Most of the people, to be approx. 48%
of them think that the services available for the
customers. The showroom is fully centralised AC and
the customers feel that they will pay money to good
use and the trust gained by the floor manager
provides ample opportunity to materialise the
relationship between the customers and the
employees.

Table – 16

Showing the customers rating on overall service of

Malabar Gold with respect to other jewellers in town.

Rating No. Of Respondents Percentage

Excellent 14 14%
Good 48 48%
Average 38 38%
Poor 0 0%
Total 100 100%

Chart No. 16
 Interpretation

Here we see that Malabar Gold is the clear leader in

the area and 48% of all customers prefer to go to the
Malabar Gold centre rather than other gold shops.
38% of 100 people feel that other shops are well
furnished to satisfy the needs of the customers. 14%
think that the services are excellent compared to
other shops available nearby. One good thing is that
the survey shows the clear mindedness when it
comes to commenting on any situation.

Table – 17
Showing the customers rating on their level of
satisfaction:

Rating No of Respondents Percentage

Excellent 12 12%
Good 52 52%
Average 36 36%
Poor 0 0%
Total 100 100%

Chart – 17
Interpretation
We see that 52% of the people feel that satisfaction
level reached by Malabar Gold is good and 36% of
100 people feel its average. 12% think that the overall
satisfaction level reached by Malabar Gold is
excellent; as compared to other shops available in the
market. This 12% are the loyal customers which the
company mainly focuses on. The survey reached a
conclusion that Malabar Gold is head and shoulders
ahead of their competitors when it comes to level of
satisfaction.

Table – 18
Showing whether the respondents will insist their
well wishers, friends and relatives to buy from
Malabar Gold:

Status No of Percentage
Respondents
Yes 66 66%
No 0 0%
No answer 34 24%
Total 100 100%

Chart – 18
Interpretation
The last question makes us to believe that the
customers of Malabar Gold are loyal and trustworthy.
They advertise the Malabar Gold chain of gold shops
by mouth to mouth publicity. The customers insist
their relatives, friends and family to buy from
Malabar Gold.

We found that:

 66% will insist their friends, relatives and families

to buy from Malabar gold
 34% think otherwise
 We found no one saying “No comments”.
 Findings
And
Suggestion
 Introduction
This part gives overall information about the consumer
behaviour of Malabar Gold customers. It also includes
findings, suggestions and conclusions about the study.

Findings

 Most of the respondents are females.

 Customers of Malabar Gold are mainly from upper
class and upper middle class families.
 Most of the purchasers of Malabar Gold are mainly
youngsters.
 Malabar Gold has got large no. of gold ornaments
customers.
 Only a few customers are not aware of products
other then gold available in Malabar Gold.
 The making charges of Malabar Gold are
satisfactory according to the respondents.
 Television is the advertising media through which
large no. of customers came to know about
Malabar Gold.
 Factors like company image, quality,
advertisement, collections have equally influenced
the purchase.
 Major no. of respondents is satisfied with the
showroom facility.
 Designs of ornaments are rated as good.

 Respondents got immediate response for the

complaints registered.

 Salesman responsiveness is rated as somewhat

good and average.

 Malabar Gold provides good service facility.

 The overall performance of Malabar Gold is good.

 Level of satisfaction of customers is good.

 Respondents are ready to insist their well wishers

to purchase from Malabar Gold.

 The consumer behaviour of Malabar Gold is good.

SUGGESTIONS
 Malabar Gold customers are business people and
have high income, so it should be better to frame
promotion programs targeting the lower class
people.
 With regard to advertising, the company should
focus on persuasive advertising highlighting the
unique feature and benefits of their products.
 Only a few customers had purchased watch,
diamonds and platinum ornaments, so a special
attention should be paid in these areas.
 Among the service facilities, respondents suggest to
improve parking facility.
 More advertisement should be made in media
other than television.
 Steps should be taken to attract more male
customers.

Conclusion
To conclude the overall responses of the customers of
Malabar Gold is good. The overall performances in all
areas are satisfactory.

During the study it was found that the following factors

such as making charges, salesman responsiveness,
ornaments designs, price etc. has satisfactorily
influenced consumer behaviour.

Further, there is some kind of promotion activities

required to hold the present customers and make new
customers.
 References
Books referred to:

 Marketing Management – Kotler & Keller

 Marketing Management - A. Vinod

 Consumer Behaviour – Matin Khan

 Company profile and magazines

 Business world

Websites visited:

 www.wikipedia.org
 www.pdftracker.com
 www.scribd.com
 www.slideworld.com
 www.slideshare.com
 www.managementparadise.com
 www.pdfgeni.com
 www.malabargoldindia.com
Few Snaps:
QUESTIONNAIRE
1) Name: ________________________________
Address: ________________________________
Ph. No: ________________________________

2) Sex:
Male [ ]
Female [ ]

3) Income group (Rs /Month):

Below 12000 [ ]
12000-16000 [ ]
16000-20000 [ ]
Above 20000 [ ]

4) Marital status:
Married [ ]
Unmarried [ ]

5) Age (in years):

Below 18 [ ]
19 - 28 [ ]
29 - 38 [ ]
Above 38 [ ]
6) What product did you buy from Malabar Gold?
Gold ornaments [ ]
Watch [ ]
Platinum [ ]
Diamond [ ]

7) Are you aware of products other than gold

available in Malabar Gold? (Like diamond, watch,
platinum etc.)
Yes [ ]
No [ ]

8) Amount of gold you own (in grams):

Below 56 [ ]
56 - 120 [ ]
120 - 200 [ ]
Above 200 [ ]

9) Are you satisfied with making charges of Malabar

Gold?
Yes [ ]
No [ ]

10) Media through which you came to know about

Malabar Gold?
 Newspaper [ ]
Television [ ]
Yellow pages [ ]
Friends and relatives [ ]

11) Which factor influenced your purchase?

Company image [ ]
Quality [ ]
Advertisement [ ]
Selection available [ ]

12) Are you satisfied with the showroom facility of

Malabar Gold?
Yes [ ]
No [ ]

13) How would you rate the designs of gold ornaments

available in Malabar Gold?
Excellent [ ]
Good [ ]
Average [ ]
Poor [ ]

14) Are you able to get immediate response for the

complaints registered?
 Yes [ ]
No [ ]

15) How would you rate the salesman responsiveness

of Malabar Gold?
Excellent [ ]
Good [ ]
Average [ ]
Poor [ ]

16) How would you rate the service facilities available

in Malabar Gold?
Excellent [ ]
Good [ ]
Average [ ]
Poor [ ]

17) How would you rate overall performance of

Malabar Gold with respect to other jewellers?
Excellent [ ]
Good [ ]
Average [ ]
Poor [ ]

18) What is your level of satisfaction?

 Excellent [ ]
Good [ ]
Average [ ]
Poor [ ]

19) Will you insist your well wishers, friends and

relatives to purchase from Malabar Gold?
Yes [ ]
No [ ]

20) Suggestions, if any:

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