Businese Research Project On Malabar Gold

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

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.

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.

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.

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

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
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%

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%

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%

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
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%

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.

respondents
Yes 80 88.88%
No 10 11.12%
Total 90 100%

chArt – 8

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

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

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

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

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

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

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

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:

Respondents
Yes 66 66%
No 0 0%
No answer 34 24%
Total 100 100%

chArt – 18

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”.

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

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:
______________________________________________
______________________________________________
______________________________________________

Businese Research Project On Malabar Gold

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