A Study On Customer Awareness of Branded and Unbranded Jewellery With Special Referance To Joyalukkas

A STUDY ON CUSTOMER AWARENESS OF BRANDED AND
UNBRANDED JEWELLERY WITH SPECIAL REFERANCE TO

JOYALUKKAS
Synopsis submitted in partial fulfilment of the requirements for the Award of the Degree
MASTER OF BUSINESS ADMINISTRATION
OF
BANGALORE UNIVERSITY
Submitted by:
S. Ravi kiran reddy
Registration No:
17YUCMD168
UNDER THE GUIDANCE OF
PROF.VS CHAUHAN
ACHARYA BANGALORE B- SCHOOL

(2017 – 2019)
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INTRODUCTION
India is a market of both organized and unorganized sector. When it compared to jewellery market,
it has more unorganized companies and very few key players in organized sector.Among them one
of the key player Joyalukkas. Joyalukkas is an ISO certified indian jewellery group based in
Thrissur, kerala, and Chennai, India. The company is named after Joy Alukkas, the company’s
chairman and founder. Joyalukkas group has 140 showrooms across the globe.employing around
8000 people.The group is also involoved in forex construction,luxary air charter and helicopter
services under the name joy jets.
NEED FOR THE STUDY
Recent times have seen larger brands witnessing an upward swing mainly due to factors such as
increasing consumer sophistication, diminishing investment-driven purchases, alternative retail
channels and competition from other luxury products. This study is aim to study the very changing
market scenario i.e. transition from unorganized sector to an organized one. Moreover this study
will give us an insight into consumer buying behavior when it comes to jewellery. The study also
focuses how the branded players are changing the perceptions and attitudes of Indian customers
towards jewellery
STATEMENT OF THE PROBLEM
A study on customer awareness of branded and unbranded jewellery with special reference to
Joyalukkas
REVIEW OF LITERATURE
Kolter in his book titled “marketing management” his book explained that the consumers
purchasing decision is based on comparison between various similar products with branded
products. Generally consumers pay particular attention in respect of various attributes like price,
size, quantity and quality between similar products with branded products before they decide to
buy. The product selection may be affected when there are changes in their attributes. The authors
study is findings are not only suitable for consumable products, but also luxury products like gold
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and gold ornaments.

Verma and Madan (2011) in a study conducted in Indian context highlighted that retailers are
offering newer service dimensions to create unique shopping experiences for the customers.
However, whether consumers are able to perceive newer service dimensions and getting affected
for store patronage in new store formats or not, remains to be found out. They emphasized the fact
that Indian retail environment is going through a sea change due to the introduction of new formats
and opening up of retail industry, it becomes important to understand the store image perceptions
of consumers here. The study attempted to find out the key factors that are perceived as important
to Indian consumer in evaluation of a retail format.
Jayawardhena (2011) in a study conducted in Central India, tested a conceptual model of the effects
of customer and service orientation (SO) behaviours of individual retail employees on individual
customers’ perceptions of service encounter quality (SEQ), service quality (SQ), value,
satisfaction, and behavioural intentions (BI).The sample was customers of a supermarket in central
India, and they completed questionnaires following mall intercept. To test the hypotheses,
structural equation modelling was employed. They found that service and customer orientation
(CO) behaviours are positively related to SEQ and SQ; SEQ is positively related to SQ and
customer satisfaction; SQ is positively related to value perceptions and customer satisfaction; and
customer satisfaction is positively related to retail customers’ BI. However the study found that
value is not related to customer satisfaction.
Ghosh, Tripathi and Kumar (2010) in their study conducted in Indian context, attempted to address
issues related to store attributes and their relevance in the store format selection. Eleven variables
(store attributes) had been identified based on theory and judgment. Factor analysis had yielded
three factors: Convenience and Merchandise Mix, Store Atmospherics, and Services. The factors
identified and recommendations made would be of use to retailers in designing their outlets with
store attributes that would meet the expectations of shoppers and thus motivate them towards store
patronage decisions. The study also carried out the gap analysis and identified the areas for
improvements in retail service quality.
Chakraborty (2010) in a study conducted in Hyderabad, India identified the driving shopping
motives of Indian consumer for Discount store formats. Factor analysis extracted three shopping
motives, two of which related to hedonic shopping motive and one to utilitarian. The factors were
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named as diversion, socialization and utilitarian. Other three dimensions of the study were store
attributes, shopping outcomes, and shopping perceived cost. Under each dimension, factors related
to Discount store were identified. The identified factors could be the key for discount stores for
understanding their shoppers
OBJECTIVES OF THE STUDY
 To identify major branded jewellery firms for gold jewellery and ornaments.
 To identify factors influencing customers for the choosen brand.
 To find out degree of awareness of Joyalukkas branded jewellery.
 To offer few suggestions to create more awareness for Joyalukkas.
SAMPLING METHOD
Sample Size=100 numbers,
TOOLS FOR DATA COLLECTION
Interaction with Respondents will be in the form of face-to-face interaction with reference to
questionnaire.
Primary Data
The primary data will be collected through structured questionnaire, having open ended and close-
ended questions. The data collected will be used for the analysis and interpretation.
Secondary Data
The second data was collected from the following sources:
 Business Magazines
 Marketing and consumer behavior Books
 Company Website
 Relevant Journals
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PLAN OF ANALYSIS
Collected data will be analyzed and tabulated with the help of MS Excel. Wherever necessary, pie
chart will be plotted for easy understanding.
CHAPTER SCHEME
Chapter 1: Introduction
Chapter 2: Review of literature and Research Design
Chapter 3: Company Profile
Chapter 4: Data analysis and Interpretation
Chapter 5: Findings, Conclusions and Suggestions
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A STUDY ON CUSTOMER AWARENESS OF BRANDED AND

UNBRANDED JEWELLERY WITH SPECIAL REFERANCE TO

ACHARYA BANGALORE B- SCHOOL

NEED FOR THE STUDY

STATEMENT OF THE PROBLEM

and gold ornaments.

OBJECTIVES OF THE STUDY

Sample Size=100 numbers,

TOOLS FOR DATA COLLECTION

The second data was collected from the following sources:

Chapter 2: Review of literature and Research Design

Chapter 3: Company Profile

Chapter 4: Data analysis and Interpretation

Chapter 5: Findings, Conclusions and Suggestions

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