11 A STUDY ON BUYING BEHAVIOUR OF CUSTOMERS TOWARDS BRANDED AND NON GOLD JEWELLERY WITH REFERENCE TO K PP114M KANYAKUMARI
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International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976(IJM) - 6510(Online), INTERNATIONAL JOURNAL OF MANAGEMENT Volume 5, Issue 10, October (2014), pp. 105-114 © IAEME ISSN 0976-6502 (Print) ISSN 0976-6510 (Online) Volume 5, Issue 10, October (2014), pp. 105-114 © IAEME: http://www.iaeme.com/IJM.asp Journal Impact Factor (2014): 7.2230 (Calculated by GISI) www.jifactor.com IJM ©IAEME A STUDY ON BUYING BEHAVIOUR OF CUSTOMERS TOWARDS BRANDED AND NON-BRANDED GOLD JEWELLERY WITH REFERENCE TO KANYAKUMARI DISTRICT K. Asha Research Schloar, Noorul Islam University, Kumaracoil, Kanyakumari District, Thuckalay, Tamil Nadu, India Dr. S. Edmund Christopher Assistant Professor, Noorul Islam University, Kumaracoil, Kanyakumari District, Thuckalay, Tamil Nadu, India ABSTRACT Gold is considered as a glamorous metal and as a symbol of status among people. In this study the research worker seeks to look into which factors that determinant the behaviour of consumers towards branded and non-branded jewellery products. The objective of the study is to get response about various factors affecting buying behaviour of jewellery products. Nowadays there seen larger brands witnessing an upward activity mainly due to factors such as increasing consumer false belief, decreasing investment compulsive purchases, fascinating retail channels and competition from other expensiveness products. The analyses showed that consumers are reasonably aware of the branded players who have forayed into the jewellery market and would like to purchase branded jewellery in the near future. Keywords: Customer Perception-Buying Behaviour-Branded Jewellery-Non Branded JewelleryBrand Awareness- Brand Equity. 105 International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online), Volume 5, Issue 10, October (2014), pp. 105-114 © IAEME 1.1 INTRODUCTION Indian market is lavish with varied designs and offerings. Brand management holds the key in the contemporary markets, particularly in Indian markets because Indians are very traditional. Customers are now want worth for money as gold rates are heading north. Gold was just a safe investment for small-town people. They used to buy heavy jewellery during the marriage season. But now they also look for genuine, trendy and designer jewellery. This is evident in their offerings, collection and merchandising campaigns. The Indian Jewellery market is undergoing a gradual change from Traditional to Branded formats. Consumers are more quality conscious than ever before. One of the largest user sectors in the country is the jewellery market, than telecommunication and possibly second only to the foods sector. 1.2 STATEMENT OF THE PROBLEM In the market there are largely fragmented and unbranded jewellery shops. In spite of product quality and services, people are still buying gold jewels form local retailers. The income level of the buyers has important contact on the type of jewellery purchased by them. The choice of jeweler has significant relation with the geographical site of buyer. The knowledge about the branded jewelers is due to the advertisements floating on air or there are other sources of information also. 1.3 OBJECTIVES OF THE STUDY 1. To identify the buying motivation and concerned factors while consuming gold jewellery in Kanyakumari District. 2. To compare the consumer preference towards the characteristics of branded and Non-branded gold jewellery in Kanyakumari District. 3. To analyze the impact of advertisement while purchasing gold jewells in Kanyakumari District. 4. To understand the level of customer satisfaction regarding various factors provided by branded jewellers in Kanyakumari District. 1.4 RESEARCH METHODOLOGY This research will accomplish chiefly through quantitative approach that is based on the survey through questionnaire. As well as qualitative studies like secondary information are also considered and taken into account. As the population is large, the researcher has selected a total sample of 350 respondents from the population. For selecting the sample, the researcher has adopted Stratified Random Sampling method by considering the Kanyakumari District as universe and the Thaluks such as Vilavancode, Kalkulam, Agasteeswaram, and Thovalai as Sampling Units. 1.5 ANALYSIS AND INTERPRETATIONS 1.5.1 Motivational Factors to Purchase Gold Jewellery Motivational factors are the drivers of human behavior related to the basic nature of their buying behavior towards purchasing gold Jewelley, but not necessarily to the surrounding circumstances or environment. Friedman Rank test is used to find out the Motivational factors for purchasing gold jewelley 106 International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online), Volume 5, Issue 10, October (2014), pp. 105-114 © IAEME Table No. 1.1: TABLE SHOWING THE MEAN RANK FOR THE MOTIVATIONAL FACTORS TO PURCHASE GOLD JEWELLERY IN KANYAKUMARI DISTRICT Motivation Factors for Purchasing Mean Rank Rank For Own Use in House Hold 4.05 2 Investment Purpose 5.34 5 Marriage In Family 3.43 1 Gifts to Friends 4.60 4 Traditional Value Status Symbol 5.54 6 5.70 8 For Kids 4.24 3 Safeguard Family Religious Significance 5.55 7 6.51 9 χ2 Value P Value 422.493 .000 Source: Primary Data The results of this test suggest that there is significant difference in the motivation for purchasing gold jewellery. This is indicated by a Significance level of .000. Comparing the ranks for the motivation factors for purchasing gold jewellery, Marriage in family ranks first and for own use in house hold scores second rank. 1.5.2 Opinion Regarding Consumer Preference between the Branded and Non-Branded Jewellers The individual consumer has a set of preferences and values whose determinations are outside the realm of economics. They are no doubt dependent upon culture, education, and individual tastes, among a plethora of other factors. Table No. 1.2: TABLE SHOWING THE ANOVA VALUE FOR THE CONSUMER PREFERENCE BETWEEN BRANDED AND NON-BRANDED JEWELLERS IN KANYAKUMARI DISTRICT Sum of Squares df Mean Square F Sig. Between Groups 154.954 4 38.739 3.153 .014 Within Groups 4239.186 345 12.287 Total 4394.140 349 Between Groups 198.453 4 49.613 3.329 .011 Within Groups 5141.916 345 14.904 Total 5340.369 349 Consumer Preference Traditional Branded Source: Primary Data 107 International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online), Volume 5, Issue 10, October (2014), pp. 105-114 © IAEME The above table 1.2 shows the calculated ‘F’ values of consumer preference between branded and traditional Jewellers are 3.153, and 3.329 which are significant at the ‘p’ value of 0.014, and 0.011 respectively. Since the respective ‘p’ values of consumer preference between branded and traditional jewellers are less than 0.05 the null hypothesis is rejected. It shows that educational qualification wise there is significant difference in consumer preference between branded and non branded jewellers 1.5.3 Reasons for Not Buying From Branded Jewellers Generic products that resemble goods produced by brand-name manufacturers, distributors and retail establishments. Market perception typically places a lower value on these goods, and the quality and durability is often lower than branded products. Table No. 1.3: TABLE SHOWING THE FRIEDMAN RANK TOWARDS THE REASONS FOR NOT BUYING THE BRANDED JEWELLERS IN KANYAKUMARI DISTRICT Mean Rank Rank Lack of Awareness about existing Brands 4.18 1 Lack of Awareness about the Benefits of Branded Jewellery 4.75 3 Hesitation to Switch from age-old Jewelers 4.89 5 Added Taxes 4.74 2 People do not have White Money 5.74 9 Non availability of Preferred Designs 5.25 7 Better Payment terms of local Jewelers 5.17 6 Perceived High making Charges of Branded Jewellery 4.79 4 Non replacement term of Branded Outlet 5.49 8 Reasons χ2 Value P Value 101.528 .000 Source: Primary Data The results of this test suggest that there is significant difference in the reasons for not buying from branded jewellers. This is indicated by a Significance level of .000. Comparing the ranks for the nine sets of scores, Lack of Awareness about existing brands ranks first and Added taxes scores second rank. 1.5.4 Mode of Advertisements to Create Awareness towards Brands Advertising is mass media content intended to persuade audiences of readers, viewers or listeners to take action on products, services and ideas. 108 International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online), Volume 5, Issue 10, October (2014), pp. 105-114 © IAEME Table No. 1.4: TABLE SHOWING THE MEAN RANK FOR THE MODE OF ADVERTISEMENT TO CREATE AWARENESS TOWARDS BRANDS IN KANYAKUMARI DISTRICT Mode of Mean Rank Rank χ2 Value P Value Advertisements Banner 5.37 5 Magazines 3.99 2 Posters 4.92 4 Television 3.38 1 Websites 5.39 6 347.225 .000 Newspaper 4.79 3 Radio 5.77 8 Theaters 6.00 9 POS 5.40 7 Source: Primary Data The results of this test suggest that there are significant differences in the Mode Advertisement to Create Awareness towards Brands. This is indicated by a Significance level .000. Comparing the ranks for the sets of scores, Television plays a main role in advertisement create awareness towards the brands and its ranks first and Radios becomes the outdated mode advertisement theaters scores the last rank in the mode of advertisement to create awareness. of of to of 1.5.5 Satisfaction of the respondents regarding various factors provided by the branded jewellers Customer level of approval when comparing a product's perceived performance with his or her expectations. Also could refer to discharge, extinguishment, or retirement of an obligation to the acceptance of the obligor, or fulfillment of a claim. While satisfaction is sometimes equated with performance, it implies compensation or substitution whereas performance denotes doing what was actually promised. Table No. 1.5: TABLE SHOWING THE LEVEL OF SATISFACTION OF THE RESPONDENTS REGARDING VARIOUS FACTORS PROVIDED BY THE BRANDED JEWELLERS BASED ON GENDER Mean rank pFactors U-value Z-value value Male Female Service 8562.500 -.034 .973 175.13 175.58 Quality 8112.500 -.755 .450 183.50 173.88 Price 8166.500 -.640 .522 182.58 174.06 Product Features 7834.500 -1.131 .258 188.21 172.92 Wide Product Range 8155.000 -.636 .524 168.22 176.98 Purity 8113.500 -.733 .464 183.48 173.88 7780.500 -1.206 .228 189.13 172.74 Trendy Designs Source: Primary Data 109 International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online), Volume 5, Issue 10, October (2014), pp. 105-114 © IAEME The null hypothesis (H0) is accepted at the 5% level of significance with regard to the level of satisfaction in brand name, quality, price, product features, wide product range and purity due to the p value is more than 0.05. It shows that Gender wise there is no significant difference in level of satisfaction in brand name, quality, price, product features, wide product range and purity 1.6 FINDINGS OF THE STUDY 1. 2. 3. 4. 5. Majority of the people buy gold jewellery for the marriages in their family. It is a traditional attitude among the people who were belongs to Kanyakumari district. And gold jewels have different connotations attached to it. It is a habit, ornament, companion of the difficult times, way to prosperity and carrier of value. From the study it is evident that most of the people preferred to buy gold jewellery on the occasion of Wedding Ceremony, Baby Birth and Festivals with traditional belief, where customers opt for heavier items and the purchase is infrequent. New-fangled reasons have emerged where small and frequent purchases are made such as financial gain, birthdays and anniversaries in Kanyakumari District. It is understood from the study that the respondents are highly satisfied with the good will factors of the branded jewellery such as wide product range, finishing and designs etc. Promotional factors are also makes the respondents to buy from branded jewellers such as shop appearance, discounts on special occasions, advertisements etc. Purity factor of the branded jewellery makes the people to buy from branded jewellery. Television plays a main role in advertisement to create awareness towards the brands and its ranks first and Radios becomes the outdated mode of advertisement theaters scores the last rank in the mode of advertisement to create awareness. Television plays a main role in the mode of advertisement towards brands. This show majority of the respondents are attracted by the audio visual advertisements. Radio becomes the outdated mode of advertisements. Gender wise that there is no significant difference in level of satisfaction in brand name, quality, price, product features, wide product range and purity. Majority of the male and female respondents are satisfied with the overall performance of the branded outlets. They are satisfied with the service, price, design and wide product range provided by branded outlet. 1.7 SUGGESTIONS OF THE STUDY 1. Offers and Discounts At the time of some special occasions such as Marriage days and other festival season, the respondents wanted more offers. They are of the opinion that more exchange offers will enhance the sale of jewellery. The offer and discounts can also be provided in the traditional jewellery shops to get more customers towards them. 2. Reduction in Wastage and Making Charges Majority of the respondents feel that the wastage charges must not be levied. This is because they are of the attitude that when making jewellery the wastage is again being utilised by the jewellers themselves. When the usage is with them, why to pull together the charges from the customers is the question raised by them. Also they convey that a large amount is being taken for making charges from the branded jewellery shops and this must be reduced to gain the customer loyalty. 110 International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online), Volume 5, Issue 10, October (2014), pp. 105-114 © IAEME 3. Good Customer Service Most of the respondents expect good customer service from the jewellery shops. They feel that their thoughts and ideas must be given importance at the time of purchase. Hence the Traditional jewellery shops can improve their service by providing adequate information to their customers relating to their purchase. Giving immediate attention by receiving them quickly, recognize the need of the particular product and helping them to choose the correct one makes the Branded jewellery becomes more preferable by the customers. 4. Improvement in Purity and Quality of Gold It is found from the study that most of the respondents are more conscious in the quality of gold. Purity and Quality of gold is an important factor influencing the purchase of the customers which make them to compare the gold purity between one shop and another. Since the quality has a direct influence on buying behaviour the jewellery retailers can improve the quality by reducing the other metals which are mixed with gold. 5. New and Trendy Designs Due to increase in the usage of fashion jewellery which is in mind - driving designs, respondents are in need of such new and trendy designs in gold jewellery too. Though nowadays light weighted gold jewellery comes in eye-catching designs, still more new varieties are expected by the buyers. Hence the traditional jewellers can also use to sell fashion and light weighted gold jewellery to attract more customers and reduce the competitions. 6. Hallmarking Jewellery Large number of respondents has conveyed that they get full satisfaction with BIS mark jewellery. But most of the respondents are not aware about the components of hallmarking. Along with the Bureau of Indian standard the jewelleries have to create awareness towards hallmarking components. 7. Techniques of Marketing The respondents are of the opinion that the advertisements for jewellery must be more innovative, effective and informative. They feel that jewelleries are given much more importance in audio visual media. They said that jewellery advertisements must provide to the need of all types of people in the society. 8. Branded Shops In Kanyakumari District there is large number of customers who are buying gold jewellery. In the District there are only two national brands available in the jewellery market. There is a market for National brands like Kalyan, Thanisq, Joy alukkas, Malabar Gold etc., to makes the customers to choose from more alternatives. 1.8 CONCLUSION The benefits of buying gold jewellery are many in number. Gold has resale value and this creates gold of great benefit and of great asset value to buy. Gold is leading on the list of investments and value. In the maximum parts of the world, gold holds a very imperative value in several cultures since it is a symbol of achievement, power and wealth. In India, gold tends to have religious as well as cultural significance. This is one of the numerous reasons, which makes gold jewellery a gentle of art in India. 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