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org

ISSN : 2249-8346

Prasad Dada Funde

Applied Research And
Development Institute Journal
ISSN : 2249-8346
RNI: MAHENG12834

A COMPARATIVE STUDY OF INDIAN WOMENS PERCEPTION TOWARDS

BRANDED & NON BRANDED JEWELLERY IN JAIPUR CITY
Neha Jain

ABSTRACT
This study deals with the female consumer buying perception towards branded
jewellery in Jaipur city. Focus of the study is on: consumers awareness of existing brands of
jewellery, their inclination and interest in purchasing branded jewellery in comparison to
non branded once. The study also focuses on evaluating the jewellery industry, its prospects
and the growth in Jaipur.

KEYWORDS: jewellery , industry, inclination and interest in purchasing branded ,Jaipur.

INTRODUCTION
REVIEW OF LITERATURE While choosing jewellery, study on Indian female consumer of
Jaipur city shows that perception of their buying depends on Consumer variables and Brand
specific variables those are as followConsumer variables:
Factors or variables which consumer consider while purchasing the product from
consumers perceptions point of view Design, Quality of material, Comfort of wearing, Price,
Variety, Certification, Durability, Resale value.
Brand specific variables:
Factors or variables which consumer consider while purchasing the product from the
brand image and its positioning point of view in the market. Service provided, Brand
familiarity, Offers, promotional schemes, Celebrity endorsement, Brand Consciousness.
Assistant Professor in Management at JJT University, Rajasthan

Neha Jain

OBJECTIVES OF THE STUDY

Gauging perception towards branded, non branded jewellery.

Mapping of the variables that influence the customers towards branded jewellery.

Exploring the Demographic factors that impacts customers choice towards branded
jewellery.

RESARCH METHODOLOGY

By hypothesis, we mean a statement about the population parameters. Hypothesis

testing deals with a procedure, which accepts or rejects the hypothesis.

According to the above mentioned objectives 4 hypothesis are formulated-

H1- Consumer posses a strong positive opinion towards branded jewellery.

( Against objective 1)

H2- Consumer specific variables have a positive relation with consumer preference
towards branded jewellery.(Against objective 2)

H3-Brand specific variables have a positive relation with consumer specific variables.
(Against objective 3)

H4- Demographic variable influences the choice of consumer towards branded

jewellery (Against objective 3)

RESEARCH
It s purpose is to find answers to questions through the application of the scientific method
DATA COLLECTION
In this research primary data was collected by survey based on Questionnaires Schedule
The questionnaire was based on specific components of demographic, consumer variable,
brand specific variable.
The Secondary data information collected from Magazines, Management Journals, and
Annual Reports & Internet. Utmost care must be exercised in collecting data because they
form the foundation of the analysis.
SAMPLING UNIT
Female consumer is sample unit.
SAMPLE SIZE
Total sample size was of 90 respondent.
PROCEDURE
The samples are taken by the method of Convience Sampling in order to study the branded
jewellery.

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Neha Jain
AREA OF SAMPLING
Jaipur city.
DATA ANALYSIS, RESULT AND INTERPRETATION
Q1. Are you aware of branded jewellery?
Q2 Do you prefer buying branded
jewellery over the non branded one?
4
4%

23
26%

Yes
No

67
74%

86
96%
Yes

No

Q3 . Occupation?
Q 4 . Age ?

33
37%

34
38%

24
27%

11
12%

Salaried

Below20

Business

20-30

Housewife

30-40
35
39%

Student
13
15%

40 Above

20
22%

9
10%

Data Analysis, Result and Interpretation

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Neha Jain
Q7
1
2
3
4
5
6
7
8

70

Consumer Variable
Design
Quality of material
Comfort of wearing
Price
Variety
Certification
Durability
Resale value

63

60
49

50

49

28

30
20

42

3737

40

16
10

10

14

12

12

02

21

21
17

31

3030
24

22

39

25
21

17

13

28

32

Strongly Agree
Agree

16

22

87

Disagree

Strongly Disagree

Q8
1
2
3
4
5
45
40
35
30
25
20
15
10
5
0

Neutral

Brand Specific Variable

Service Provided
Brand Familiarity
Offers, Promotional Schemes
Celebrity Endorsement
Brand Consciousness

40
3133

28

22

19
2 1

40

37
30

19

17
2 1

32
27
20

2 4

13
10

Strongly Agree
6 5

Agree

Neutral
Disagree
Strongly Disagree

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Neha Jain

STRENGTH
1. Brand familiarity
2. Customer satisfaction
3. Offers
4. Promotion
5. Certification
6. Hallmarking
7. Technological advancement
8. Participation of women in the
workforce Education level
OPPORTUNITY
1. Employment
2. Under maturity period so can improve
wherever required.

WEAKNESS
Transformation from family owned business
to professionally managed businesses.

THREAT
1. Transformation from family owned
business to professionally managed
businesses.
2. Limited standardization.

LIMITATION

The tenure given for the research was short so only cross sectional study was
conducted.

The sample size was of 90 respondents which might not be a true representative of
entire population.

The response of respondents might be carrying some bias.

Region- The survey was limited for Jaipur City only.

RECOMMENDATION

For branded jewellery retailers introduce membership cards to make female customers
loyal to the brand.

Branded showroom should put in efforts to make people feel its presence.

Branded Showroom should give some discount schemes on higher purchase of

jewellery.

For Consumer awareness there should be more emphasis on advertisements through

different media.

Branded Showroom should also do some campaign to make people feel its presence.

CONCLUSION
Marketing is a very important aspect in business since it contributes greatly to the
success of the organization. In present scenario female consumer buying perception towards

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Neha Jain
branded jewellery in Jaipur city it is increase day by day. The growth of Branded jewellery
is increasing. Consumers now become more brand familiar, they attracts towards offers,
promotion, certification, Hallmarking technological advancement. Consumers Variables Design, Quality of Material, comfort of wearing, price, variety, certification, durability resale
value. Brand specific variable - service provided, brand familiarity, offer, promotion celebrity
endorsement, brand consciousness. Women consumer aware about branded jewellery
preference shifted non branded to branded one. Mostly students & salaried house wife
purchasing branded jewellery majority of age lies between 20 to 30 for purchasing branded
jewellery. Parents by self influence done while deciding for purchasing jewellery.
Consumer posses a strong positive attitude towards branded jewellery. Consumer
specific Variable & brand specific variable both having a positive relation with consumer
preference towards branded jewellery. Brand awareness towards Tanishq, Nakshatra, Asmi,
Sangini, Gili its more & and carbon brand takes time for awareness.

REFERENCES
1) Books: Marketing Management by Philip Kotler.
2) Consumer behavior by Schiff man & Kanuk.
3) Retail management by Swapna Pradhan.
4) Advertising and Sales promotion by Chunawala.
5) Customer relationship management by Shahnaz.
6) Websites: www.retailbiz.com
7) www.business-standard.com
8) www.valuenotes.com
9) www.indiandata.com
10) www.google.com
11) www.proquest.com
12) www.jewellery.indianetzone.com
13) www.scribd.com
14) www.allbusiness.com

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