A PROJECT REPORT

ON

PREPARED BY
MADIYA VIDHYA V.

ROLL NO
29

CLASS
T.Y.B.B.A

ACADEMIC YEAR
2008 - 2009

COLLEGE
M.J.KUNDALIYA COLLEGE

GUIDED BY
PROF. RUCHIR PANDYA

SUBMITTED TO
SAURASHTRA UNIVERSITY
PREFACE

1
 Practical study plays a vital role in the field of education. It
has been introduce for the students to get practical knowledge
along with the theoretical knowledge. How management principles
are implemented in business can only be known through practical
study through visit, student can berry well become aware about
industrial environment like problem, opportunities students for
better understanding and also gives them a chance to show their
skills and abilities.

The Modern business is placed on a very complex and

intricate political and economic environment. The opportunity and
challenges provided by these environments have profound impact
on business and the type of product to be manufactured and
marketed, the marketing strategies to be employed and
technologies to be adopted are all influenced by environmental
factors.

According to the above reviews, our Saurashtra University

has included practical training of an industry and viva of it as 8 th
with a view to expand my boundaries of thinking about
implications of the theoretical knowledge in practical field and
have preferred PREMJIVALJI & SONS Rajkot for the same. I

2
had prepared marketing research report on “Brand Loyalty”.
It was very nice experience for me to get training in such a reputed
jewelers shop.

It is a matter of great pleasure top present this report work,

training in this unit has help me to gain practical knowledge which
I am sure would benefit me in future. This project report is the
result of co-operation from the PremjiValji & Sons and
respondents and my hard efforts.

3
 ACKNOWLEDGEMENT

It is really a matter of great pleasure for me to prepare a

project report. At this stage project report is an important part of
learning, and every entrepreneur prepares it before he starts actual
production.

I m heartily thankful to the Saurashtra University, which

has given me the golden opportunity to prepare the project report
on PremjiValji & Sons.

It is my pleasant duty to express my profound gratitude and

extreme regards and thanks to Prof. Ruchir Pandya Marketing
manager of PremjiValji & Sons for his valuable guidance and for
the time he spent to help me in preparing the project report.

I would like to express my deep gratitude to Professor my

lecturer, for his helpful co-operation and guidance, without which
my efforts would have never been materialized in such work. His
inspiration and encouragement has leaded me to come with
successful task.

4
 I personally want to thanks my parents and my sisters who
have directly or indirectly had help me in preparing the project
report.

I am thankful to my all friends who helped me in my project

report.,

No serious and lasting achievement or success, one can ever

achieve without the help and guidance and co-operation of so
many people involved in the work.

5
 DECLARATION

I, the under sign Madhiya Vidhya, a student of T.Y. B.B.A.

here by declare that the project work submitted in this report is my
own contribution and is carried out under the supervision of Mr.
Ruchir Pandya OF M. J. Kundaliya College RAJKOT.

This work had not been done previously submitted to any

other university for any examination.

Date:
Place: Rajkot
S
ignature

6
 INDEX

Sr. No. Particulars Page

No.
1. Company Overview
Introduction
Company overview
Existing body
Vision – Mission
Brief History
Philosophy
Core Value
Organization Structure
2. Brand Equity
Nine brand strengtheners
Brand & trademark
Marketing Research Process
Sampling size Method
Data collection Method
3. What is Brand Loyalty?
Introduction
Influence of Brand Loyalty on Consumer
Behavior
Process to create & Maintain Brand Loyalty?
4. Research Methodology
Introduction
Research Objective
Development of Research
Contact Methods
5. Analytical Findings
6. Findings
Findings of Research
Objective of Study
Analysis

7
7. Conclusion
8. Bibliography
9. Questionnaires

8
9
 INTRODUCTION

In the modern era, PREMJIVALJI & SONS has made very

good attempt.

For the preparation of Market Research Report, if should

be necessary to understand such type of general matters of the
organization. These types of general matters are considered inn the
section of “General Information”. If these types of general matters
are not contained in the preparation of industrial report will be
incomplete and it was not provide perfect knowledge of
organizations.

PREMJIVALJI & SONS sells only the branded products in

its showroom. Now a day’s people are fond of buying only branded
products. PREMJIVALJI & SONS is very well known in
Saurashtra as well as in Gujarat also outside India.

The main objective behind the making of this project is

 TO study the evolution and growth of Retail Industry in

India.

10
 To analyze the services and Products provided by the
different sectors.

 To do research on the brand loyalty.

 To identify strengths, weakness, opportunities & threats of

Retail Industry.

11
 COMPANY OVERVIEW

General information:-

Name of the company : - PREMJIVALJI & SONS

Address : - Kuverjibhai towers

Palace Road, Rajkot-1

Email address : - Sales@premjivalji.in

Website : - www.premjivalji.in

Year of establishment : -1947

Form of organization : - Company Form Pvt. Ltd.

No of human resource : - Security:-

Housekeeping:-

Shift : -10:30 am to 9:00 pm

Week off : - except weekends

Accounting system : -single entry system

Accounting year : - 1st April to 31st March

Slogan : - “Where purity matters most”

Competitors : -There are so many competitors

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 EXISTING BODY

MR. ANKESH SONI.

MR. ANKESH SONI. is the director of the Premjivalji &

Sons.

MR CHAMANLAL P. SONI.

MR. CHAMANLAL P. SONI. is the senior most working

partner of the firm.. He possesses 51 years vast practical
experience in the field of Gold and Diamond jewellery.
HE looks after overall management of the firm.

MR KIRIT P.SONI.
MR. KIRIT P.SONI is the working partner of the firm. Fe
possesses 39 years vast experience in the filed of Gold and
Diamond jewellery.
He looks after purchases and day to day management of the
firm.

13
MR.HARESH C. SONI

MR.HARESH C. SONI is the working partner of the

firm. He has done fine arts (Jewellery designing) from J.J. School.
Mumbai. He possesses 26ears vast practical experience in the field
of Gold and Diamond jewellery. HE looks after overall
management of the firm.
He looks manufacturing activity, designing of jewellery
articles, day to day management, accounts and administration of
the firm.

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 VISION

To be a reputed & respected leader across the

Residential, Retail & Commercial business of the Real Estate
industry by investing their talent, energy & resources in the
highest quality planning, design, & construction that will last
for generations & assure an unparalleled quality of life for
those who live, work & shop here.

MISSION

 Recognize Potential where others don’t.

 To find consistent, extraordinary value in real estate

investment by,

 Optimize value through hands – on management.

 Increase returns with fast, Consistent execution.

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 BRIEF HISTORY

Gems and jewellery have been the pride of India and the east
for ages. The very mention of India conjures up a land of riotous
colors, beauty and sparkle. Be it the breathtaking ornaments of the
kings, the glittering jewellery that adorn the womenfolk or a
simple ornamental bell dangling from a bullock cart in a charming
countryside. But jewellery is by no means only for adornment it is
a treasure and valuable investment. Rajkot is a fountainhead for
craftsmen since decades.

Premjivalji & sons are one of the renowned and oldest

jewellery in Rajkot. The exclusive spacious showroom is located in
heart of the city, Palace Road. This showroom is an encyclopedia
of the modern and ethnic designs in jewellery since its inspection.
This name was coined by Premjibhai, the founder. His sons,
Chamanlal and Kirti played major roles in enhancing this
success.

It is truly said that jewellery completes a woman and also that

they are their best friend. Premji Valji & Sons jewellery range for
the ‘New Indian Woman’ to whom these brands cater. Our brands
are driven by the rich heritage and age old traditions more that the

16
contemporary trends. Indian woman is a living example of a rare
breed who is simple yet classical, Indian yet global, traditional yet
contemporary and also who has strong Indian values.

17
 PHILOSOPHY

 The CORE Philosophy behind PREMJIVALJI & SONS.

Their philosophy is to be a CUSTOMER built company,

giving their C. O. R. E. customers what they want, when they
want it & where they want it. They are customer – built &
customer – focused on their key audiences.

 CONSUMERS
 OWNERS
 RETAILERS
 EMPLOYEES

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 CORE VALUE

 Serve as thoughtful stewards of their projects, determined to

leave a positive legacy for generations to come.

 They are comprehensive master planners, community

builders, real estate investors and assets managers who are
committed to the highest standards of quality & service.

 Dedicated to proven planning principles that create safe,

balanced, sustainable master – planned communities where
people choose to live, work, shop, play & learn.

 Create lasting value & quality of life for their customers &
neighbors in their communities & properties.

 Give conservation & open space the same status & attention
they give the built environment in determining appropriate
land uses.

 Be a constructive corporate citizen, active in public affairs &

generous in their community philanthropy with an emphasis
on conservation and education.

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 Manage their land & assets to enhance their long – term
value & provide a reasonable return to the company.

 Employ the most talented, motivated people in pursuit of

excellence.

 Be honest, fair, forthright & ethical in all that they do.

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 ORGANINSATION STRUCTURE

Organization structure is the vital tool for providing

information about any organizational relationship such as chart
shows the major function & their respective relationship the
channels of formal authority, the relative authority of each
respective function.

PREMJIVALJI & SONS has adopted Line & Staff

organization structure hence, the overall contact, supervision &
direction are in the hands of board of directors.

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 ORGANISATIONAL CHART
Chairman

Managing Director

Director

Personnel Marketing Finance Production

Manager Manager Manager Manager

Assistant Distributors Chief Accountant Quality

Control

Time Keeper Dealers Clerk

Supervision
Peon

Operators
Workers
BRAND EQUITY

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 Tony O’Reilly, former CEO H.J.Heinz, proposed this test of
brand loyalty “My acid test… is whether a housewife, intending to
buy a Heinz tomato ketchup in a store, finding it to be of stock,
will walk out of the store to buy it elsewhere.”

Few customers are as brand-loyal as O’Reilly hopes Heinz’s

customers will be. Aaker distinguished five levels of customer’s
attitude towards his or her brand, from lowest to highest

1. Customer will change brands, especially for price reasons No

brand loyalty,
2. Customers are satisfied. No reason to change the brand.
3. A customer is satisfied and would incur costs by changing
brand.
4. Customer values the brand and sees it as a friend
5. Customer is devoted to the brand.

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 NINE BRAND STRENGTHNERS

As companies become more aware of the important of brand

power, they wonder how they can strengthen their brands. Most
managers think the answer lies in increasing the advertising
budget. But advertising is expensive and it isn’t always effective.
Advertising is only one of the nine ways to build more brand
awareness and brand preference.
1. develop Creative advertising
2. Sponsor well-regarded events.
3. Invite customers to join a club.
4. invite the public to visit your factory or office
5. Create your own retail units.
6. provide well appreciated public services
7. give visible support too some social causes
8. be known as a value leader
9. develop a strong spokesperson or symbol to represent the
company

BRAND AND TRADEMARK

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MEANING

Brand is a name given to a product or service offered by a

producer for identification from competitors. But, a trademark is
a corporate symbol or design which provides an umbrella covers
to the various brands of products offered by a company. For e.g.
Thumb up, limca, fanta, etc.are the different brands of soft
drinks offered by Coca-
Cola. But the corporate logo of coca-cola is written a
particular script style and the distinctive bottle designs for
different brands of drinks provide a legal protection from
imitation.
PREMJI VALJI & SONS having brand and trademark for
their jewellery.

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 MARKETING RESEARCH PROCESS

Marketing manager research formally studies of specific

problem and opportunity. They make market survey, a product
preference text, a sales forecast by region or religion on
advertisement effectiveness.
Marketing research is the systematic design collection
analyzing and reporting of data and find marketing situation facing
the company.
Effective marketing research involve the following steps,

Define the problem & research objectives

Develop the research plan

Collection Information

Analyze the Information

Present the findings

SAMPLING SIZE AND METHOD

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 Population means each and every element of census. But it is
not possible to study each and every element. So sampling is done
when large number of population is there. Sampling means a part
of population which is selected for survey purpose and sample size
means number of units taken for survey purchase. In this survey I
selected to survey the consumers of PremjiValji & Sons and
purchasers of Gold Jewellers.
Sampling must be done systematically and for this proper
method for sampling must be used for this survey is stratified
sampling method. From The total population of buyer of Gold and
others.

DATA COLLECTION METHOD

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Data can be divided into two types:

 Primary data
 Secondary data

For collection of P.D., I have adopted the questionnaire

method. I have prepared questionnaires, which have been
filed up by the consumers.
Questionnaires are simple formalized set of questions
for collecting information. It is a technique of obtaining
answers of the questions in which a printed from is used
which is filled up by respondents. It shows the like and
dislike of consumers in respect of the perception build in
their mind and it is helpful to reach at right conclusion.

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29
What is Brand Loyalty?

 Introduction

As many consumer goods markets and segments reach maturity

the importance of customer retention has become an even greater
issue especially as the number of new customers available
becomes increasingly small. Deep brand loyalty is the ideal goal of
any marketer, bearing in mind the often-stated link between loyal
customers and increased profitability.

Loyalty can be expressed as the amount of pain an individual is

willing to endure to be identified with something when they know
less pain would be involved if they were identified with something
else.

 DEFINITION

“Brands that consumer generally buy from the same

manufacturer repeatedly over time rather than buying from
multiple suppliers within the category. It also refers to the degree
to which a consumer consistently purchases the same brand within
a product class.”

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Scope of this report

 Quantitative data from Data monitor’s proprietary multi-

nation consumer surveys highlighting the extent of
consumers' variety-seeking behavior.
 Insights into the varying levels of importance consumers
ascribe to brands with specific national and demographic
perspectives.
 Adaptations and summaries of leading academic frameworks
aligned with real world brand purchase issues.
 Detailed action points offering practical strategies and
examples of best practice innovation and marketing
campaigns.

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 INFLUENCE OF BRAND LOYALTY ON CONSUMER
BEHAVIOUR

The new millennium is not just a new beginning; it is a

continuation of trends in human behavior that have been following
cyclical patterns throughout our country's history. Just because we
have entered a new era does not mean we have to start from
scratch when it comes to interpreting why certain consumers are
loyal to certain brands, and what type of factors influence these
allegiances.

Brand Loyalty is the consumer's conscious or unconscious

decision, expressed through intention or behavior, to repurchase a
brand continually. It occurs because the consumer perceives that
the brand offers the right product features, image, or level of
quality at the right price. Consumer behavior is habitual because
habits are safe and familiar. In order to create brand loyalty,
advertisers must break consumer habits, help them acquire new
habits, and reinforce those habits by reminding consumers of the
value of their purchase and encourage them to continue purchasing
those products in the future.

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 The image surrounding a company's brand is the principal
source of its competitive advantage and is therefore a valuable
strategic asset. Unfortunately, many companies are not adept at
disseminating a strong, clear message that not only distinguishes
their brand from the competitors', but distinguishes it in a
memorable and positive manner. The challenge for all brands is to
avoid the pitfalls of portraying a muddled or negative image, and
instead, create a broad brand vision or identity that recognizes a
brand as something greater than a set of attributes that can be
imitated or surpassed. In fact, a company should view its brand to
be not just a product or service, but as an overall brand image that
defines a company’s philosophies. A brand needs more than
identity; it needs a personality. Just like a person without attention-
grabbing characteristics, a brand with no personality can easily be
passed right over. A strong symbol or company logo can also help
to generate brand loyalty by making it quickly identifiable.

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 Process to Create and Maintain Brand Loyalty?

Favorable brand attitudes are the determinants of brand

loyalty - consumers must like the product in order to develop
loyalty to it. In order to convert occasional purchasers into brand
loyalists, habits must be reinforced. Consumers must be reminded
of the value of their purchase and encouraged to continue
purchasing the product in the future.

To encourage repeat purchases, advertisement before and

after the sale is critical. In addition to creating awareness and
promoting initial purchases, advertising shapes and reinforces
consumer attitudes so these attitudes mature into beliefs, which
need to be reinforced until they develop into loyalty. For example,
the most avid readers of a travel ad are those who just returned
from the destination. Ads reinforce a traveler’s perception and
behavior. Remember, it is easier to reinforce behaviors than to
change them and the sale is just the beginning of an opportunity to
turn the purchaser into a loyalist.

A few more points to keep in mind…

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 Develop an unbeatable product - if you want to keep
customers, make sure they can get what they want from your
product.
 Give customers an incentive to repeat-purchase - chance
to win a prize, gift with a certain number of proofs of
purchase, in-pack discount coupon, etc.
 Stand behind your product - if customers don’t trust the
product, they won’t purchase it again.
 Know your trophy customers and treat them best of all -
remember the rule that 80% of sales will come from the top
20% of customers.
 Make it easier to buy your brand than competing brands
- availability and simplicity are keys in today’s high-speed
world. Customers appreciate convenience more than ever.
 Go to your customers - bring the product to customers when
possible.
 Becomes a customer service champion - seek to serve the
customer and they will repeat-purchase…again and again!

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36
 RESEARCH METHODOLOGY

 INTRODUCTION

For every activity done there is gone objective behind it.

There may be various objectives behind doing marketing
research. The objectives may be to get the answer of the
questions like who buys such products. How often do they buy
it? Etc...After deciding the objective, the next step is the
research purpose i.e. the method that will be used for the
research purpose.

The different methods for conducting marketing research are

as follows:-

1. Opinion pool methods

2. Surveys methods:

a. Personal survey(Questionnaire)

b. Mail survey

c. Telephone survey

3. Expert opinion method

37
 In my report I have used personal survey method. The
questionnaire was prepared keeping in view certain
objectives.

 RESEARCH OBJECTIVE

“Marketing research is the systematic design, collection,

analysis and reporting of data and findings relevant to a
specific marketing situation facing the company.”
- Philip Kotler

This first step calls for the marketing research to find the
problem carefully and agree on research objective “a problem well
defined is a hale solved.”

Advertising plays important role to increase sale. But today no

one is going to sale or purchase goods if they are not getting extra.
The research is the only way which is helpful in finding out all the
problems.

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  DEVELOPMENT OF RESEARCH PLAN

The second stage of marketing research calls for developing the

most efficient plan for gathering the need information. Designing a
research plan calls for decisions on the followings.

1) DATA SOURCES:

The researcher can gather primary data as well as secondary

data. Primary data are gathered for a specific purpose and for a
specific research project. The primary source of my project
work is the sample of consumers of the Rajkot district.

2) RESEARCH APPROACHES:

Primary data can be collected in five ways: observation,

focus group survey, behavioral data, and experiments. Out of
these five we have gone for surveys. Surveys researches are best
suited of descriptive research to learn about people’s
knowledge, beliefs, preference, and satisfaction and to measure
these magnitudes in general population.

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 3) RESEARCH INSTRUMENTS:

Marketing research has a choice of two main researches

instrumental in collecting primary data: questionnaires and
mechanical devices. For a better option I had gone for
questionnaires. A questionnaire consists of a set of questions
presented to respondents for their answers. Because of its
flexibility, the questionnaire is far the most common instrument
used to collect primary data.
4) SAMPLING PLAN:

After deciding on the research approach and instruments, it is

necessary to design a sampling plan. This plan calls for three
decisions:

a) Sampling unit:

Who is to be surveyed? It should be defined in a research the

target population that will be sampled. Once the sampling unit is
determined, a sampling frame must be developed so that
everyone in the target population has a equal chance of being
sampled. To fulfill this purpose, I had taken consumers as a
sample.

40
 b) Sample size:

How many people should be surveyed? Large samples give

more reliable results than small samples. However, it is not
necessary to sample the entire target population or even a
substantial portion to achieve reliable results. Samples of less
than 1% of population can often provide good reliability, given
a credible sampling procedure. So I had decided to take the
sample size as 50 from consumers of
Rajkot district.

c) Sampling procedure:

How should the respondents to be chosen? To obtain a

representative sample, I had selected consumers of Rajkot
district who prefers shopping from PREMJIVALJI & SONS.

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  CONTACT METHODS

Once the sampling plan has been determined, it must be decided

how the subject should be contacted: mail, telephone, personal, or
on-line interviews. So, for my research I had selected personal
interview (Questionnaire). As personal interviewing is the most
versatile method, the interviewer can ask more questions and
record additions observations about the respondent. Personal
interviewing is the most expensive method and requires more
administrative planning and supervision than three, which is the
big loop hole of it.

42
43
 ANALITICAL
FINDINGS

Q1. Gender:-

MALE FEMALE

Purpose:
To know how much is male and female.

FINDINGS:-
There are 35% Female and 15% Male.

INTERPRETATION:

The above chart shows that from the sample size of 50,

 15 are male respondents

&
 35 are female respondents.

44
 Q 2. OCCUPATION:-

BUSINESS PROFESSION
SERVICES HOUSE WIFE
STUDENT

INTERPRETATION:

The above chart shows that 10% are the students, 6% are profession, 11% are
businessmen, 11% are the services person & 12% are housewife who does there shopping
from Premjivalji & Sons.

45
Q3.EDUCATIONAL QUALIFICATION

UPTO HSC GRADUATE

POST-GRADUATE

PURPOSE:-
To know the qualification of the people.

FINDINGS:-
There are 10% are the up to HSC, 30% are Graduate & 10% are Post-graduate.

INTERPRETATION

From the above chart we can see that 10% are up to HSC, 30% are graduate & 10%% are
post-graduate.

46
 Q4.WHICH GOLD DOES YOU PREFERRED?

GOLD WHITE GOLD

PINK GOLD COMBINATION
PLATINUM

PURPOSE:-
To know which Gold is preferred by them.

FINDINGS:-
There are 14% are purchasing gold,10% are purchasing white gold, 5% are
purchasing pink gold, 11% are purchasing platinum, & 10% are purchasing
combination.

INTERPRETATION:-
From the above chart we can conclude that 14% are purchasing gold, 10% are
purchasing white gold, 5% are purchasing pink gold, 11% are purchasing platinum, &
10% are purchasing combination.

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Q5. PURPOSE FOR PURCHASE OF GOLD JEWELLERY:-

BIRTHDAY ANNIVERSARIES
MARRIAGE FUNCTION OTHERS

PURPOSE:-
For purchase of gold jewellery.

FINDINGS:-
There are 11% who are purchasing jewellery on birthday, 8% for marriage
function, 9% for anniversaries & 22% for others.

INTERPRETATION

From the above chart we can conclude that 11% are purchasing jewellery for birthday,
8% for marriage function, 9% for anniversaries & 22% for others.

48
 Q6.YOU PREFERS GOLD JEWELLERY AS:-

SOLITAIRE COLLECTION WITH REAL GEM STONES

WITH SEMI-PRECIOUS GEM STONE 24 CARAT
22 CARAT` OTHERS

PURPOSE:-
To know which gold jewellery they prefer.
FINDINGS:-
There are 9% who are purchasing solitaire collection, 18% are of with real
gem stones, 6% are with semi-precious gem stone, 7% are 24 carat, 5%are of 22 carat &
5% are of others.

INTERPRETATION

From the above chart we can see that are 9% who are purchasing solitaire collection, 18%
are of with real gem stones, 6% are with semi-precious gem stone, 7% are 24 carat,
5%are of 22 carat & 5% are of others.

49
Q7.WHY DO YOU PREFER GOLD FROM PREMJI VALJI & SONS?
PRICE SERVICES
QUALITY BRAND NAME

PURPOSE:-
To know who many are purchasing jewellery from Premjivalji & Sons.
FINDINGS:-
There are some who are purchasing for price, services,quality % brand name.

INTERPRETATION

From the above chart we can see that 5% are of price, 20% are of quality, 8% for services
& 17% are purchasing jewellery for brand name of the showroom.

50
Q8.WHICH COLLECTION OF PREMJIVALJI & SONS YOU FIND
BEST.

BRIDAL COLLECTION SOLITAIRE COLLECTION

COUPLES COLLECTION PLATINUM COLLECTION
VALENTINE COLLECTION SPIRITUAL JEWELLERY
CAREER CARATS

PURPOSE:-
To know that which type of collection are provided by them and which type of
collection are best.

FINDINGS:-
There are different customers who like different types of collection.

INTERPRETATION

From the above chart we can see that consumer is very much fond of doing shopping
from the premjivalji & Sons i.e. 17% are purchasing for bridal collection, then comes
couple collection, 8% are of solitaire collection, 7% of career collection, 5% of valentine
collection, 5% of platinum collection & 5% of spiritual collection.

51
Q9.HOW DO YOU FIND THE FOLLOWING MATTERS IN
PREMJIVALJI & SONS?

PURPOSE:-
To know in which following matters are find best in premjivalji & sons.

FINDINGS:-
There are so many who likes the design.

INTERPRETATION

From the above chart we can see that 28% of the people think that design is excellent,
15% thinks that it is very good, 7% thinks that it is good while 0% that it is poor.

52
 PRICE

FINDINGS:-
There are people who are purchasing jewellery for price.

INTERPRETATION

From the above chart we can see that 6% of the people think that price is excellent, 12%
thinks that it is very good, 29% thinks that it is good while 3% thinks that it is poor.

53
 SERVICES

FINDINGS:-
There are people who are purchasing jewellery for services.

INTERPRETATION

From the above chart we can see that 11% of the people think that service is excellent,
13% thinks that it is very good, 25% thinks that it is good while 1% thinks that it is poor.

54
 CLARITY

FINDINGS:-
There are people who are purchasing jewellery for clarity.

INTERPRETATION

55
From the above chart we can see that 20% of the people think that clarity is excellent,
18% thinks that it is very good, 11% thinks that it is good while 1% thinks that it is poor.

Q10. ARE YOU SATISFIED WITH PREMJIVALJI & SONS

YES NO

PURPOSE:-
To know whether customers are satisfied or not.

FINDINGS:-
There are so many who are statisfied and less numbers who are not satisfied.

INTERPRETATION

From the above chart we can see that 48% of the people are satisfied & only 2% are not
satisfied.

56
Q11. WOULD YOU LIKE TO SWITCH OVER TO OTHER BRAND?

YES NO

PURPOSE:-
To know whether customers would like to switch over to other brand.

FINDINGS:-
There are so many who don’t want to switch over to other brand but there are
some who want to switch over to other brand.

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INTERPRETATION

From the above chart we can see that 47% of the people who do not want to switch over
to other brand & only 3% who want to switch over to other brand.

Q12.WOULD YOU LIKE TO GIVE RECOMMANDATION TO

OTHERS:-

YES NO

PURPOSE:-
To know whether customers would like to give recommendation to others or not.

FINDINGS:-
There are so many who want to give recommendation to other but there are
some do not want to give any recommendation to others.

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INTERPRETATION

From the above chart we can see that 42% of the people who want to give
recommendation to other & 8% who do not want to give recommendation to others.

Q13. YOUR SUGGESTION:-

EXCELLENT BETTER
GOOD AVERAGE
NEEDS TO IMPROVE POOR

PURPOSE:-
To know the suggestion of the customers.

FINDINGS:-
There are so many who want to give suggestion.

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 Findings of research

Following are the findings of research of all Respondents:-

1. The very first finding of research is that people mostly

purchases Gold, Diamond, White Gold, etc. There are
very few people who buy monthly.

2. The most think is that people have faith on the Brand

Name of the Company.

3. Premji Valji & Sons are having very good brand,

popularity, ambience but they should concentrate on
advertising.

4. Premji Valji & Sons should do some promotional

activity so that people will so more interest. So the
Premji Valji & Sons should focus on the advertisement
part more for its promotional campaigns. So that more
and more people will come to know about surely affect
the sales.

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5. From the research it is observed that the Rajkot’s
people are more price conscious so small reduction in
price will lead to increase in sales greatly.

6. Premji Valji & Sons are giving best services to the

customers.

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Findings of research of segment wise Respondents:-

1. The women are more attracted towards jewellery.

2. The students & female are insisting for more & more
promotional schemes.

3. The male executives are insisting for rapid stock

turnover & the new variety.

4. Some female wanted gold with white gold & other

bridal collection and other collection in PREMJI
VALJI & SONS.

5. Even the men’s also feels that the designer variety of

rings and other accessories should also increase.

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 OBJECTIVE OF STUDY

Every survey is done to achieve some objective or goal of the

enterprise. This survey is done to find out the solution the
following

 To know which brand of Gold jewellery does people prefer

the most.
 To know consumer satisfaction of PremjiValji & Sons
 To know the factors affecting while buying the Gold jewelers
 To know the complaints, if any, regarding the jewellery
 To know the suggestions for improvement
 To know whether PremjiValji & Sons needs more publicity or
advertising to run in a market
 To know any special design/preference for element people
want bet not available in market.

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 ANALYSIS

Analysis and interpretation is one of the most important step

in the research procedure the success or failure of the research is
largely depend on how successfully analysis and interpretation is
done.
The data is classified according to different valuables to
make it simplified then tabulation is done of classified data. From
the tabulation of frequency of response can be judge and
relationship will be developed between them and this is called
analysis of data.
Next step is to interpret the analyzed data. It means to give
exact meaning to the analyzed and on the basis of that to examine
the cause and effect relationship.

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67
 CONCLUSION

“Spent time to observe,

It is to rectify the mistakes,
Spent time to read
It is the foundation of knowledge
Spent time to practice
It is the foundation of learning.”

PREMJI VALJI & SONS are since 1947 so that people are
having faith and trust on their Brand Name. Their range for the
‘New Indian Woman’ to whom these brands cater. People are more
attracted towards the premjivalji & sons because they are
providing best services. They have much design in their
showroom.

PREMJI VALJI & SONS are very famous in the soni

bazaar. The clarity of the jewellery is their. So that people are
attracted towards the jewellery.

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69
 BIBLIOGRAPHY

This research is based on data collected through primary &

secondary sources. I have used the following books & websites for
reference.

 Books:-

o Research Methodology By:

- C.R. Kothari

o Marketing Management By:

- Philip Kotler

 WEBSITE:

o www.premjivalji.in

 MAGZINES

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 PREMJIVALJI & SONS
QUESTIONNAIRES
ON
BRAND LOYALITY

1. NAME:- _______________________________

2. AGE:-
18-25 26-35 36-50

3. SEX:-
MALE FEMALE

4. OCCUPATION:-
BUSINESS PROFESSION
SERVICES HOUSE WIFE
STUDENT

5. EDUCATIONAL QUALIFICATION
UPTO HSC GRADUATE
POST-GRADUATE

6. WHICH GOLD DOES YOU PREFERRED?

GOLD WHITE GOLD
PINK GOLD COMBINATION
PLATINUM

7. PURPOSE FOR PURCHASE OF GOLD JEWELLERY:-

BIRTHDAY ANNIVERSARIES
MARRIAGE FUNCTION OTHERS

8. YOU PREFER GOLD JEWELLERY AS:-

SOLITAIRE COLLECTION
WITH REAL GEM STONES
WITH SEMI-PRECIOUS GEM STONE
24 CARAT
22 CARAT`
OTHERS

9. WHY DO YOU PREFER GOLD FROM PREMJI VALJI & SONS?

PRICE SERVICES
QUALITY BRAND NAME

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10. WHICH COLLECTION OF PREMJIVALJI & SONS YOU FIND
BEST?

BRIDAL COLLECTION SOLITAIRE COLLECTION

COUPLES COLLECTION PLATINUM COLLECTION
VALENTINE COLLECTION SPIRITUAL JEWELLERY
CAREER CARATS

11. HOW DO YOU FIND THE FOLLOWING MATTERS IN

PREMJIVALJI & SONS?

PARTICULARS EXCELLENT VERY GOOD GOOD POOR

DESIGN
PICE
SERVICES
CLARITY

12. ARE YOU SATISFIED WITH PREMJIVALJI & SONS ?

YES NO

13. WOULD YOU LIKE TO SWITCH OVER TO OTHER BRAND ?

YES NO

14. WOULD YOU LIKE TO GIVE RECOMMANDATION TO OTHERS?

YES NO

15. YOUR SUGGESTION

EXCELLENT BETTER
GOOD AVERAGE
NEEDS TO IMPROVE POOR

72