A SYNOPSIS ON

A comparative study on the consumers Jewellery buying Preference among Branded and non branded In The Context to
BILASPUR (REGION)

A Project Report Submitted for the Partial Fulfillment of the Requirement for the Award of the Degree of Master of Business Administration (MBA) UNDER THE GUIDANCE OF Mr. NIKET SHUKLA
(ASSTT. PROFESSOR) SUBMITTED TO Miss. PREETI SHRIVASTAV (ASSTT.PROFESSOR) SUBMITTED BY AKESHWAR PRASAD SAHU (MBA 4th SEM)

DEPARTMENT OF COMMERCE & MANAGEMENT

Dr. C. V. Raman University, Kargi Road Kota, Bilaspur (C.G.) (Session 2011-2012)

TITLE A comparative study on the consumers Jewellery buying Preference among Branded and non branded In The Context to
BILASPUR (REGION)

INTRODUCTION
India has a historic relationship with Jewellery. Many kings, emperors and dynasties featuring countless wars, conquests and political upheavals have ruled the Indian sub-continent. Different dynasties ruled different parts of India with different monetary systems. Jewellery acted as a common medium of exchange or store of value across the monetary systems of different kingdoms across the subcontinent especially gold. Hence wealth could still be preserved in spite of wars and political turbulence. Gold also helped preserve wealth through natural calamities and disasters and for centuries was the only means of saving in rural India, land being the other main asset of economic value. This has largely helped formulate, or evolve, the Indian sentiment and fanatical passion for gold, which holds true even today. India is estimated to hold more than 11,000 tonnes of gold. Apart from its historical religious significance, Jewellery is valued as an important savings and investment vehicle in India. Even in present times, Jewellery remains the Indian brides `Streedhan, the wealth she takes with her when she marriesand which remains hers. Gold jewellery is the preferred jewellery worn by women in India irrespective of their religious beliefs. In marriages, gold jewellery is the gift preferred by the near relatives of the bride and the groom. Jewellery is very popular among farmers, with an upsurge in gold sales after a good agricultural season.

OBJECTIVE OF THIS STUDY

The objective to study the A comparative study on the consumers preference among Branded and non branded jewellery is to find out: 1) To compare between the consumer preference among the branded and non branded jewellery. 2) To know consumer perception towards jewellery. 3) Brand awareness of various brands in the jewelery market. 4) To have an idea about the parameters the consumers consider while buying jewellery.

SIGNIFICANCE OF THE STUDY

The gems and jewellery industry occupies an important position in the Indian economy and is one of the fastest growing industries in the country.

Hence the research conducted would help us to:

1) Understand the consumers preference while purchasing jewellery. 2) How much impact does a brand/ retailer has on their purchase decision. 3) Does price play an important role in guiding their purchase decision. 4) Are the various promotional strategies adopted to combat competition.

RESEARCH METHODOLOGY
The research methodology adopted for this project can be discussed under the following heads: Research design: I will select descriptive cum exploratory research for my study. Sample design: I will select simple random sampling for my study. Universe: I will select the consumer of durable products of Bilaspur region. Sample Size: I will take sample size as 100 for my study. Sources of data

There are two types of data:

Primary data: primary data should be collected through personnel observation and questionnaires method. Secondary data: secondary data should be collected through the business magazines, newspaper, companys catalogue, internet and other official records.

Possible limitations of the study Timer constraint: due to the limited span of time. Its not possible to generate much information from the consumers. Lack of understanding: it was very difficult to make the consumers to understand the value of this research. Geographical area: due to the large geographical area of Bilaspur city, it was not easy to generate the large amount of information from the consumers.

DATA ANALYSIS AND INTERPRETATION

The data collected through survey will be analysis either manually or with help of statistical tool .Excel should be used to analysis data as per requirement of study.

CONCLUSION

BIBLIOGRAPHY
1. Research Methodology 2. Retail Marketing The magazines and journals referred: Solitaire International Web sources: www.google.com www.indiandata.com www.valuenotes.com - C. R. Kothari - J.A.Lamba