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 - 6510(Online),
Volume 5, Issue 10, October (2014), pp. 105-114 © IAEME
105
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 Jewellery-
Brand Awareness- Brand Equity.
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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
International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
Volume 5, Issue 10, October (2014), pp. 105-114 © IAEME
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Table No. 1.1:
TABLE SHOWING THE MEAN RANK FOR THE MOTIVATIONAL FACTORS TO
PURCHASE GOLD JEWELLERY IN KANYAKUMARI DISTRICT
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
Consumer Preference Sum of
Squares df Mean
Square F Sig.
Traditional
Between Groups
154.954 4 38.739 3.153 .014
Within Groups
4239.186 345 12.287
Total
4394.140 349
Branded
Between Groups
198.453 4 49.613 3.329 .011
Within Groups
5141.916 345 14.904
Total
5340.369 349
Source: Primary Data
Motivation Factors for
Purchasing Mean Rank Rank χ
2
Value P Value
For Own Use in House Hold
4.05
2
422.493
.000
Investment Purpose
5.34
5
Marriage In Family
3.43
1
Gifts to Friends
4.60
4
Traditional Value
5.54
6
Status Symbol
5.70
8
For Kids
4.24
3
Safeguard Family
5.55
7
Religious Significance
6.51
9
International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
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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
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.
Reasons Mean
Rank Rank χ
2
Value P Value
Lack of Awareness about existing
Brands 4.18 1
101.528 .000
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
International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
Volume 5, Issue 10, October (2014), pp. 105-114 © IAEME
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Table No. 1.4:
TABLE SHOWING THE MEAN RANK FOR THE MODE OF ADVERTISEMENT TO CREATE
AWARENESS TOWARDS BRANDS IN KANYAKUMARI DISTRICT
Mode of
Advertisements Mean Rank Rank χ
2
Value P Value
Banner 5.37 5
347.225 .000
Magazines 3.99 2
Posters 4.92 4
Television 3.38 1
Websites 5.39 6
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 of
Advertisement to Create Awareness towards Brands. This is indicated by a Significance level of
.000. Comparing the ranks for the sets of scores, 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.
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
Factors U-value Z-value p-
value
Mean rank
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
Trendy Designs 7780.500 -1.206 .228 189.13 172.74
Source: Primary Data
International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
Volume 5, Issue 10, October (2014), pp. 105-114 © IAEME
110
The null hypothesis (H
0
) 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. 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.
2. 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.
3. 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.
4. 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.
5. 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.
International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
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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. Based on the above, customer's approach and behaviour on jewellery purchase in
Kanyakumari District have played a significant role.
International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
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