1. Project report on
consumer buying behavior
towards branded and non
branded jewellery Presented by-
Group 7
Gaurav Khatri
Devendran S.P
Pushpam Shree
Vandana Madhuri Singh
Siddharth Tripathi
Timsi Luthra

2. INTRODUCTION
 As India makes rapid progress in the retail arena, the Indian
Jewellery market is undergoing a gradual metamorphosis from
unorganized to organized formats.
 Jewellery retailing is moving from a ‘Storehouse of value’ to a
‘Precious fashion accessory’.
 Consumers are more quality conscious than ever before.
 The jewellery market is one of the largest consumer sectors in
the country- larger than telecom, automobiles, and apparel and
perhaps second only to the foods sector.

3. Sample size- 50
Population- residents of NCR region
Sampling design- Random sampling

4. OBJECTIVES
To study and understand the buying behavior of
consumers for branded and non branded jewellery
To find the difference b/w perceptions, opinion and
behavior of branded and non- branded jewellery
buyers.
To have an idea about parameters consumer consider
while buying jewellery
To know the knowledge level of customers regarding
the jewellery brands available in the market

5. DECISION PROBLEM
Why the behavior of consumers towards
branded jewellery still not inclined in a
proper way as compared to non branded
jewellery?

6. RESEARCH PROBLEMS
1) What is the awareness and purchase intention of consumers
while buying jewellery?
2) What kind of designs are preferred by the consumers,
traditional or branded?
3) What are the branded jewelers doing to create awareness
about their products?
4) Does buying behavior change as per the occasion?
5) Is there any difference in the buying patterns of working
women and housewives?
6) How brand conscious are people when they buy jewellery for
others?

7. HYPOTHESIS
 The income level of the buyers is same.
 The expectations of the buyers from the jewelers
remain the same in every situation.
 Buyers make purchases only during some occasion
like marriages, gifts, etc.
 More of female buyers are inclined towards the new
designs introduced by the branded jewelers.

8. Continued..
 The selection of jeweler also depends upon
the geographical location of buyer.
 The knowledge about the branded jewelers is
due to the advertisements floating on air.
 The price of gold and other precious stones
also play a significant role in the purchasing
procedure.

9. BRANDED JEWELLERS
 Nakshatra
 Tiffany
 Cartier’s
 Gili
 Tanishq
 D’damas
 Gitanjali Jewels

11. BRANDED JEWELLERY
 Name & reputation gives a confidence to the consumer
 It comes with a written lifetime guarantee, considering the
emotional quotient of the consumer
 Excellent quality, good selling policies and backup services for
jewellery
 Has a more contemporary stylish and classic outlook, which
easily segments itself among the traditional ones.
 Available at multiple outlets

12. NON-BRANDED JEWELLERY
Customer can tailor make jewellery according to their
preferences
No written lifetime guarantee, trust is purely based on
consumer
Minimum efforts in packaging, finishing, sales & low
advertising
Is usually bulky & traditional
Available only in traditional jewellery outlets

13. FINDINGS