Chapter 2 Final With Mistakes 1

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A Project On Customer Care

A STUDY ON CUSTOMER CARE AND

SATISFACTION FOR SWAROVSKI A PROJECT REPORT

Submitted by

PRAGATI BANKA

in partial fulfillment for the award of the degree

of

BACHELOR IN COMMERCE (HONOURS)

under the guidance of

MRS.ANTARA DUTTA SEN

ST.XAVIERS COLLEGE (AUTONOMOUS)UNDER UNIVERSITY OF CALCUTTA

MARCH 2011

ROLL NO: 1155

ROOM NO: 37ST. XAVIERS COLLEGE

1


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GUIDE CERTIFICATE

This is to certify that this project report entitled Astudy on Customer Care and Satisfaction for Swarovski submitted to St. Xaviers College(Autonomous) for the award of a degree in Bachelorsof Commerce, is a record of original and independentwork carried out. Pragati Banka is under my guidanceand supervision. This has not formed the basis for theaward of any Degree or Diploma by St. XaviersCollege (Autonomous) or any other University.

Mrs. Antara Dutta Sen

(Project Guide)

ST. XAVIERS COLLEGE2


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DECLARATION

I Pragati Banka hereby declare that this project report

entitled A study on Customer Care and

Satisfaction for Swarovski , submitted by me,

under the guidance of Professor, Mrs. Antara Dutta

Sen, of St. Xaviers College is my own and has not

been submitted to any other University or Institute or

published earlier.



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ACKNOWLEDGEMENTI owe a great many thanks to a great many people whohelped and supported me during the writing of this projectreport.

My deepest thanks to Professor, Mrs.Antara DuttaSen the Guide of the project for guiding and correctingvarious documents of mine with attention and care.I wouldalso like to thank Professor, Soma Nath for her unconditional support.

I express my thanks to the Vice Principal, Prof. M. MRahman and the Dean of Commerce Prof. A. Ghose of St. Xaviers College Kolkata for extending his support.

Unfortunately, due to time constraint adequate data wasnot available for the project based on my internship. It wasmore feasible to select and work on the project titledA study on Customer Care and Satisfaction for Swarovski , therefore I have chosen this topic for my

project.

I would also thank my Institution and my faculty memberswithout whom this project would have been a distantreality. I also extend my heartfelt thanks to my family andwell wishers.



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CONTENTS



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CHAPT PARTICULARS PAGE

11.1 Introduction

1.2 Title of research

1.3 Statement of problem

1.4 Objective of the study

1.5 Scope of the study

1.6 Geographical area of the study

1.7 Methodology

1.8 Data collection1.9 Limitations of the study

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8

8

9

9

10

10

1112

22.1 Company profile:

(a) Swarovski-A brilliant company

(b) Divisions

(c) Swarovski group

(d) Philosophy

(e) Facts and figures

(f) Company history

(g) Swarosvki crystal product

13-48

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15-17

17-20

20-21

21-41

41-48

3Analysis of the concept:

Tables, charts and inferences50-89

4 Summar of findin s 90-92

5 Su estions 93-94

6 Conclusion95

7 Biblio ra h 968 A endices (Questionnaire) 97-99


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LIST OF TABLES AND CHARTSSERI

DETAILS PAGE

3.1 Depicting gender of respondent surveyed 50-513.2 Depicting age of respondents surveyed. 52-53

3.3 Depicting products owned at Swarovski 54-55

3.4 Depicting the outlets visited 56-57

3.5 Depicting sources of awareness about Swarovski 58-59

3.6 Depicting the frequency of visiting the stores 60-61

3.7 Depicting convenience of location of outlets. 62-633.8 Depicting reasons that bring you back to Swarovski. 64-65

3.9 Depicting recommendation of Swarovski to others. 66-67

3.10 Depicting the quality of Swarovski products. 68-69

3.11 Depicting the pricing of Swarovski products. 70-71

3.12 Depicting the service at Swarovski 72-73

3.13 Depicting the variety of Swarovski products. 74-753.14 Depicting the design of Swarovski products 76-77

3.15 Depicting the frequency of purchasing at swarovski 78-79

3.16 Depicting reasons to buy Swarovski products 80-81

3.17 Depicting the display of products in showrooms 82-83

3.18 Depicting the display of products in showrooms 84-85

3.19 Depicting purchase of products from internet 86-87

3.20 Depicting complaints against Swarovski 88-89



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1.1 INTRODUCTION

Today, the advancement in technology is excellent. It is also updated on a

regular basis. Owing to this ever changing business scenario, the human

mind has become extremely creative. This state of mind has brought

innovative products and services.

To an organization, the customer is the most productive source. The

companys attention is towards the customer hence, the marketer always tryand learn more about the buying behavior of the consumer. The ultimate

success of all economic activities primarily depends on the producer in

involved in manufacturing and selling of good and services desired by the

target customers.

1.2 TITLE OF RESEARCH

A study on Customer Care and Satisfaction for Swarovski .

1.3 STATEMENT OF THE PROBLEM

This study and analysis of the customer satisfaction towards the Swarovski,

is performed to know whether the customers are totally satisfied or not and

to what extent the overall sales and services are provided by the company.



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1.4 OBJECTIVES OF THE STUDY

The primary objective of the study was to gauge the attitude and reaction of

the customers with regard to the services provided by Swarovski. This study

was also undertaken to measure the satisfaction levels of different

customers.

The objective of the study can be summarized as follows:

Comparative study of the consumer behavior towards the services

provided by Swarovski.

To collect information regarding customer expectations of the services

provided.

To analyze the customer satisfaction levels by the product and its

after sales services.

To give possible suggestions for improvement that could be

implemented to increase the sales level.

1.5 SCOPE OF THE STUDY

The study is based on the customer satisfaction levels towards the services

provided by Swarovski. This project was undertaken for a specific period. It

is an exercise that is well planned into the curriculum, giving the researchers

a valuable opportunity to experiment and exhibit the required management



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and administration skills. The study has given rise to the detailed

information that helps us judge the satisfaction levels.

1.6 GEOGRAPHICAL AREAS OF THE STUDY

This study was conducted in the vicinity of all Swarovski branches,

households, colleges etc. It is done in the limitations of the city,Kolkata.

1.7 METHODOLOGY

Having decided to adopt a survey method to collect the data for this study,

the next step was to decide on the type of survey to be conducted. It was felt

that people from various categories must be contacted. Thus, the survey was

conducted for the customers of Swarovski outlets

In this study, various respondents were interviewed through the

questionnaire to get the users profile. A sample of 100 respondents was

interviewed. The questionnaire had self/explanatory, simple questions. This

survey was instrumental in forming the customer profile and realizing their

opinions on the services of Swarovski outlets

Method: Survey method

Sampling size : 100Sampling method : Convenient sampling.



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1.8 DATA COLLECTION

While preparing a report, the most important element is the data, which

provides the information needed for interpretation and analysis. In making

this report, 2 kinds of data are being used.

PRIMARY DATA:

This is derived through direct access. The research is conducted and the data

collection is done by directly approaching the concerned person for the

purpose of the present object interview with the working people of the

organization and its customers. It is also obtained through telephone

conversations.

SECONDARY DATA:

Magazines and newspapers.

Internet sites.

Journals

Company brochures.

Text books on customer care .



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2.1 Company Profile

2.1(a)Swarovski - A brilliant company

Pioneers were always way ahead of their time. In their minds they conceived

the inconceivable. In their fantasies they created the impossible. When heinvented an automatic cutting machine at the end of the 19th Century,

Daniel Swarovski opened the door to a world of fantasy.

The magic word was crystal. Raw materials, which even the most ancient

cultures, ascribed beneficial, valuable, indeed miraculous properties. This

fascinating material transformed the world of fashion and beauty into a

seductively sparkling universe. It inspired the human race and enriched both

art and culture.



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Today crystal has become part of the connection

between people. A ray of joy, which we would like to

share with you.

2.1(b) Divisions

In endlessly new crystalline ways

A whole sphere of new product areas developed around our "core product",

the jewelry stone. We not only applied our technological achievements to

new uses for crystal, we also transferred them to other industries in the form

of independent products.

Building on crystal, the path of diversification led via the circle of

companies processing our components right through to direct contact with

the consumer. Our numerous product groups form a solid foundation for

new visions.



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2.1(c) Swarovski Group

Continual improvement

Daniel Swarovski molded the company with his pioneering entrepreneurial

spirit. Constant innovations, continual developments and modern strategies

are both a challenge and a duty.

Today the Swarovski group unites the brands Tyrolit, Swareflex, Signity and

Swarovski Optik.

Tyroilt

TYROLIT is a leading manufacturer of grinding tools, cut-off tools, sawing

tools and drilling tools. Worldwide the TYROLIT Group

belongs to the leading suppliers, which offers grinding toolswith abrasives in all conventional grit and bond types as

well as a comprehensive range of dressing tools



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Swareflex - Controlled light reflection

Since the foundation of Swareflex in 1950, Swareflex reflectors have

proven their quality and durability in road safety, as well as their

enduring capacity for reflection.

Today the Swareflex product range encompasses reflectors for horizontal

and vertical road markings and special lane indicator

systems with light emitting diodes for tunnels and

galleries, as well as wildlife warning reflectors.

Swareflex reflectors are positioned on the road surface,

on guard posts and on crash barriers in order to help drivers orientate

themselves in the dark and when visibility is poor.

Signity - Elements of beauty

Our expertise in transforming crystal into brilliant jewellery

stones is also applied to natural and synthetic gemstones. It is

the precise cut which reveals the powerful fire of lifeless-

looking stones



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Swarovski Optik - A step closer to nature

As long ago as in the thirties, Wilhelm Swarovski, the oldest son of the

company's founder, developed his first prototype for a pair of binoculars. In

doing so, he laid the foundation for Swarovski Optik, which was formed in

1949.

Today Swarovski Optik is the only company in the world

that produces an entire range of high quality optical

instruments including binoculars, telescopic sights, night-

vision equipment and rangefinders.

2.1(d) Philosophy

Swarovski was established more than 100 years ago and has made

innovation, trend research, creative products and perfection its hallmarks.

The philosophy of founder Daniel Swarovski I was to constantly improve

on what is good. This remains deeply entrenched and is today reflected in

all of the companys diverse products, services and activities.



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We have not only continually refined and perfected our raw materials and

our finishing processes, but we have also developed technical problem-

solutions for the clients who process our components.

Our Research and Development department has traditionally enjoyed high

status and, hence the reason for its large size and capacity. It has therefore

been possible for us to develop and realize pioneering

technologies to assist in the preservation of the

environment.

Today one of our highest priorities is to pass on our

environmental know-how to other industries and to assist in its worldwide

implementation.

Living humanitarianism

An entrepreneurial vision

"Our employees are fellow human beings. We must respect each individual

as a person and help him to live a fulfilled life in dignity."

In 1907 Daniel Swarovski announced the launch of the first housing project

for his employees with this philosophy.

His grandson Daniel II later developed designs for

residential developments of family houses, which

not only appeared in a book but were also realized

and financed.



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Today profit sharing, company pensions, preferential loans and other

voluntary social benefits are part of our company culture, together with our

support of various sports.

2.1(e) Facts & Figures

A large family

Our products are aimed at everyone. They satisfy the senses in a fascinating

way. That is why we have been able to build up a global company within a

century. Pleasure, brilliance and uniqueness are universal values and

fundamental building blocks of every culture.

Swarovski a world of crystal

Quality, innovation and trends

Swarovski represents the height of unmatched quality, unique variety,

crystal brilliance, latest trend

information and cutting edge

innovations.

Discerning consumers value

Swarovski products and services.



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Exceptional crystal purity and cutting precision guarantee exclusivity and

quality beyond compare.

With its unsurpassed variety and brilliance, the broad crystal spectrum givescustomers free creative rein. Crystal enthusiasts throughout the world

succumb to the magic of fascinating creations.

2.1(f) Company History

Swarovski is a fascinating story of innovation, creativity and socialawareness, at the pure heart of which has always stood crystal in its many

facets. Read about the very beginnings when founder Daniel Swarovski was

born in Bohemia in 1862 right up to todays international presence of

Swarovski within the many realms of life.

1892 - Daniel Swarovskis invention

The play of light in crystal must have fascinated Daniel Swarovski from

early childhood. He was born in 1862 in Bohemia where crystal defined life

in his parents' house. Bohemia, at that time part of the Austro-Hungarian

Empire, was one of the most important manufacturing centers for glass and

crystal. Crystal was also cut in his father's small factory.

As a young boy Daniel often watched the work in his father's business. Later

he completed his apprenticeship with his father, as well as at several other

crystal-cutters.ST. XAVIERS COLLEGE

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When, at the age of 21, he visited the "1. Elektrische Ausstellung" (First

Electrical Exhibition) in Vienna, he had the idea of his

life: the new techniques from Siemens and Edison

inspired him to develop a machine for cutting crystal.

He worked day and night at realizing his vision.

Finally, nine years later (1892), he was ready to

register a patent: a machine which, for the first time,

made it possible to cut crystal to perfection. It was far

faster and more precise than the manual work to date.

Thus began a new era in the world of crystal. The foundations had been laid

for today's company. Daniel Swarovski together with his brother-in-law

Franz Weis and with Armand Kosmann founded it in 1895.

1895 - Location Wattens in Tyrol

Together with his family, Daniel Swarovski moves from Bohemian

Georgenthal to Wattens in Tyrol. Far from his hometown, the Alps provide

the decisive factor to found the company there: with enough water and

energy in the form of water power.

Daniel Swarovski and his partners found the ideal

location for their company in Wattens, in the Austrian

Alps. There were sufficient water resources there to power the machines.

They were also far enough away from their competitors and relatively safe



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from imitation. Finally, there were good trade routes to the fashion center of

Paris, where crystal jewelry stones were in great demand.

1913 - Building of the crystals production plant

With his three sons, Wilhelm, Friedrich and Alfred, Daniel Swarovski builds

a plant for the production of crystal, to provide raw material of superior

quality. At that time, as now, the companys success is based on demanding

the very highest quality.

In 1908 Daniel Swarovski, whose sons Wilhelm, Friedrich and Alfred had

by now joined their father's company, began

experimenting with the production of crystal.

These experiments were conducted in a workshop

specially constructed for the purpose, next to the

family's villa in Wattens.

They needed three years to design and build their own melting ovens. It took

even longer for them to find the "recipe" for flawless crystal. In 1913

Swarovski began to produce its own crystal. This was an important

milestone in the history of the company and it took mass production to a

new level.

Swarovski's flawless, brilliant cut jewelry stones caused great excitement

and were coveted everywhere. They sold incredibly well to the Parisian

fashion houses and jewelers. For this reason, Swarovski concentrated

initially on the production of jewelry stones. However, further product



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ranges were soon added, which today combine to make a harmonious

concern with many facets.

1919 - "Tyrolit" - the brand name

During the war there was a shortage of both cutting machines and materials.

As Daniel Swarovski always used a crisis as an opening, he

took this opportunity to develop his own tools.

After two years of research and development, by 1917 he had

managed to produce ginding and dressing tools, which were

used to process crystal stones.

In 1919 they were registered under the brand name Tyrolit.

1925 - World's first reflective rear lights

In 1925 experiments in Wattens concentrated on the production of reflective

glass elements, which were developed further by

Swarovski's expertise in precision cutting crystal. After

years of intensive research, the reflective elements were

launched in 1950 under the brand name Swareflex.

1931 Trimmings



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In the twenties, "dancing dresses" embroidered with pearls and crystals

highlighted our fashion competence. The couturiers developed and

embellished the fine art of crystal embroidery and leading studios turned to

Swarovski with the purpose of working more closely together.

In 1931 Swarovski could register his invention for patent: a crystal set fabric

ribbon, which could be applied directly to textiles, shoes, and all imaginable

accessories

1948- swarovski optik

The oldest son Wilhelm produced his first prototype for a pair of binoculars

in 1935 and in doing so laid the foundation for a further Swarovski product:

these binoculars, with the brand name Habicht, opened

the door to the optical industry and would become the

company's savior during the war. Today Swarovski

Optik is the world's leading manufacturer of optical

precision instruments.

1950 - Swareflex - putting safety first

In 1925, experiments in Wattens centered around the production of glass-

reflecting elements. It was another 15 years before these reflecting elements

appeared on the market. After ten successful years they are

given the brand name Swareflex .

http://www.swareflex.com/http://www.swareflex.com/


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Since then, the quality and durability of Swarovskis glass reflectors have

proved themselves invaluable to road, rail and sea safety worldwide.

Included in the Swareflex line are road markers in plastic and metal, such as

lane dividers, studs and guardrails as well as markings for pedestrian safety .

1956- Aurora Borealis

During the successful fifties Swarovski made important advances in the

development of its crystal stone production. It experimented with

manufacturing processes in which the stones were coated with wafer thin

metal particles in order to increase their sparkle.

This process required the material to be steamed in a

vacuum. In close cooperation with Christian Dior,

Manfred Swarovski, the grandson of the company's

founder, created the "Aurora Borealis" which shimmered in every color of

the rainbow.

This was something completely new. The stone became a worldwide success

and started a new fashion trend: coated stones in a variety of colors with

shining or iridescent effects. Inspired by the success of the Aurora Borealis,

Swarovski began to give its special creations evocative names.

They ranged from "Fireball", a multi-faceted crystal ball shot through with

fiery colors, to the extraordinarily successful "Moodstone", which changed

color according to the mood of the person wearing it.



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1960- Foundation of first sales team

The first sales team is founded in Kaufbeuren, Germany.

Today the worldwide distribution of Swarovski products is

organized by 44 of our own distribution companies together with

our trade associates

1965- STRASS

A product range for the crystal chandelier market is launched under the

brand name STRASS. STRASS, the original from Swarovski, sparkles

on the chandeliers at the Metropolitan Opera in New

York City as well as in the Chateau of Versailles,

Paris.

Whilst searching for new ways to uncover the beauty

of crystal, Swarovski occupied itself intensely with its effect on light. As

long ago as in the 1960s it began to produce crystal components for chandeliers. These were introduced onto the market under the brand name

STRASS, the original. This range is considered unparalleled worldwide in

terms of its brilliance, value and quality. The brand name for these high



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quality crystal components for lights has been registered as a trademark

since 1977.

STRASS, the original from Swarovski, is very popular amongst leading

chandelier manufacturers because of its special lighting strength and its light

breaking properties .

1966 - Simulated jewelry crystal

The sixties were a period of rapid growth for Swarovski as well as for theworld of art and design. In 1967 the company began to produce and machine

cut simulated precious crystals.

These faux precious crystals made from synthetic components of excellent

quality, color and regularity were produced in a laboratory from the best raw

materials, under conditions that mirrored those in nature.

In 1977 the company was the first to find a way to

machine cut even Zirconia - the best simulated diamond

in the world.

1975- Transfers

In 1975, after years of research and technological efforts, Swarovski

presented its Hot-Fix technology, which made it

possible to add sparkling radiance to any item of

clothing. With the assistance of a newly -developed



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molten glue, finished crystal motifs could now be applied to the most

diverse materials with the use of heat and pressure. Thus jeans, T-shirts,

bathing costumes and hosiery gained seductive radiance

1976 Silver crystal

A crystal mouse begins a new era for Swarovski: the retailing of finished

crystal products. The original mouse is the first objectin the "Silver Crystal range, which now incorporates

more than 120 gift articles and collectibles. The

brilliantly cut animal figurines, fruits and other

decorative objects are available worldwide in over

13.000 specialist retail outlets.

In 1976 a little crystal mouse formed the beginning of a new product

strategy. For the first time, crystal became fascinating not only as a

component of Haute Couture and chandeliers, but also as a finished crystal

object.

A multi-faceted series of sparkling treasures grew from the little crystal

mouse, which became a bestseller at the winter Olympic Games in

Innsbruck. Inspired by nature and beautiful objects, the charming figurines

spread a feeling of joy and well being amongst collectors and enthusiasts all

around the world.



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1977 Swarovskis jeweler collection

It started with a crystal and moved on to some of the most beautiful ring,

earring, bracelet and necklace creations. In 1977, Swarovski launched itsfirst jewellery line the Swarovskis Jewelers Collection.

The collections are attuned to the mood of the moment,

and confer a touch of poetry. Today Swarovski

jewellery fulfils the most demanding quality criteria

and design expectations

1977 - Cubic Zirconia

Swarovski uses zirconia oxide, an extremely hard

material from the world of laser technology, for the first

time in the manufacturing of jewellery stones. These

stones are made from the finest raw materials under

conditions as close as possible to nature. The results are

synthetic gems of superior quality, colour and uniformity.

Once Swarovski managed to industrially cut Cubic Zirconia , this newmaterial became the best alternative and closest imitation to diamonds

worldwide .

http://www.swarovski.com/SVK_Relaunch/CDA/navigation/gateway/0,2789,language%3Den%26chc%3DIN%26channel%3D250%26actualNode%3Dyes%26subChannel1%3D108%26subChannel0%3D100,00.html?navlink=801http://www.swarovski.com/SVK_Relaunch/CDA/navigation/gateway/0,2789,language%3Den%26chc%3DIN%26channel%3D250%26actualNode%3Dyes%26subChannel1%3D108%26subChannel0%3D100,00.html?navlink=801http://www.swarovski.com/SVK_Relaunch/CDA/navigation/gateway/0,2789,language%3Den%26chc%3DIN%26channel%3D250%26actualNode%3Dyes%26subChannel1%3D108%26subChannel0%3D100,00.html?artlink=354&navlink=108http://www.swarovski.com/SVK_Relaunch/CDA/navigation/gateway/0,2789,language%3Den%26chc%3DIN%26channel%3D250%26actualNode%3Dyes%26subChannel1%3D108%26subChannel0%3D100,00.html?navlink=801http://www.swarovski.com/SVK_Relaunch/CDA/navigation/gateway/0,2789,language%3Den%26chc%3DIN%26channel%3D250%26actualNode%3Dyes%26subChannel1%3D108%26subChannel0%3D100,00.html?artlink=354&navlink=108


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1987 Swarovskis collectors society

The Swarovski Collectors Society (SCS) is founded in order to offer

collectors of Swarovski crystal special benefits and

services. Today the Society unites over 400'000 members

in 35 countries. A SCS collectors magazine is published

four times a year in seven languages and incorporates

details of various highlights and activities.

The crystal creatures and fantasy creations from the

"Crystal Silver" range appear to have mastered the art of turning enthusiastic

customers into crystal lovers and crystal lovers into collectors.

Encouraged by public success and a flood of written requests, the Swarovski

Collectors Society was founded in 1987 as the medium for providing crystal

lovers with information about the collection, individual items and the

company itself.

1989- Daniel Swarovski range

In a revolutionary step at the end of the 1980s, Swarovski commissioned a

series of exclusive, limited edition avant-garde objects from the leading

Italian architects and designers Alessandro Mendini, Ettore Scottsass and

Stefano Ricci.

These objects were part of the Daniel Swarovski concept of Accessories,



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evening handbags, jewels and belts, which were launched in

1989 under the direction of Rosemarie Le Gallais.

1991 - Opening of "Glanzstuecke"

The roving exhibition "Glanzstuecke - Modeschmuck vom Jugendstil bis zur

Gegenwart" (Brilliant pieces - Fashion jewelry from Art

Nouveau to the present day) is opened; organized and

sponsored by Swarovski. To date the exhibition has been

shown in over 20 locations around the world.

In autumn 1991 the first major exhibition on the theme

"Modeschmuck des zwanzigsten Jahrhunderts" (Fashion jewelry of the 20th

Century) was opened in Milan.

Featuring 350 spectacular items of jewelry, the exhibition offered a

fascinating oversight of the work of famous designers and creative artists.

Swarovski developed its fiber glass lighting system for display cases,

SwaroLite, especially for this exhibition. It works without the use of UV-

rays, is not detrimental to the illuminated objects and is particularly gentle

on the eye.

1993 - Swarovski presents Swarogreen



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Swarovski presents Swarogreen, an emerald green jewelry stone .

This synthesis offers an alternative to emeralds by virtue of its fabulous

reflective qualities and its hardness

1993 crystal mesh

Swarovski launches crystal mesh, a soft and supple fabric completely

covered with a flexible frame that is set with sparkling

crystals. Jewellery and fashion accessories such as

bracelets, watches, handbags and purses are made using

this technique. Almost any kind of colourful, mosaic-

like pattern can be created.

Crystal mesh is used extensively by such designers as

Dolce & Gabbana, Chanel and Louis Vuitton, and it has revolutionized

fashion.

1993 Crystal memories

The aim of the Crystal Memories line, which was introduced in 1993, was to

make gift giving more imaginative. The collection incorporates charming,

delicate crystal objects on various themes, such as a child's toy, a carriage

and a favorite flower.

All Crystal Memories objects combine crystal and

metal. This innovative combination opens up new

http://www.swarovski.com/SVK_Relaunch/CDA/navigation/gateway/0,2789,language%3Den%26chc%3DIN%26channel%3D250%26actualNode%3Dyes%26subChannel1%3D108%26subChannel0%3D100,00.html?artlink=354&navlink=108http://www.swarovski.com/SVK_Relaunch/CDA/navigation/gateway/0,2789,language%3Den%26chc%3DIN%26channel%3D250%26actualNode%3Dyes%26subChannel1%3D108%26subChannel0%3D100,00.html?artlink=354&navlink=108


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design potential, especially for lovingly created details. Since 2001 this

collection has been known by the name "Crystal Moments".

1995 Technical improvement

Swarovski presents a revolutionary technology for cutting colored gems.

Rubies, sapphires and emeralds, which could

previously be processed only by hand, will now beavailable in larger quantities and in exact shapes and

colors.

To cut hard materials such as crystal and gems in such a way that they have

a hundred identical facets in several directions is a very complicated task:

each direction of the reflected light must first be calculated by computer,

then this has to be simulated in 3D, optimized and finally converted into

control programs for complex machinery.

In 1995, thanks to the latest computer technology, Swarovski was able to

perfect this type of hi-tech fine cutting technique.

1995 - Opening "Swarovski Kristallwelten"



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As the highlight of the centenary celebrations, in October Swarovski opens

the "Swarovski Kristallwelten" in Wattens, an exhibition center designed by

the multi-media artist Andr Heller. In this unique location the magical

world of crystal is brought to life over an area of 2000 square meters. Works

of art and fantastic creations illustrate the story of the company and

communicate the many facets of the beauty of

crystal.

Andr Heller and other well-known artists created

spaces with millions of sparkling and glittering jewelry stones to form one huge work of art, in

which light, colors, music, water, aromas and the dimensions of the spaces

play together to transport visitors into a fantasy world.

In order to create the illusion of an underground world of crystal, caves were

excavated and an artificial mountain was formed. Instead of concrete and

steel the visitor experiences a park landscape, the optical highlight of whichis a maze of hedges, which is reminiscent of an enormous giant's hand.

1977 Reflexx transfers



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In 1993 Swarovski astonished the world of fashion with its brilliant new

crystal fabric, the flexible and sensuous Crystal Mesh.

At the opposite end of its style spectrum, Swarovski shows street wear,sportswear and club wear in a new light with its reflective Reflexx-

Transfers, which glow in the dark.

1999 Signity

Signity is the company, which produces cut faux gems and simulated

stones.

Their specialties include laboratory-cultivated rubies

and sapphires, which have the same characteristics as

the naturally occurring gems.

Until 1999 this part of the company was called

Swarogem. The name Signity was introduced because of the joint venturewith Golay Buchel.

1999 Crystal time

Crystal jewelry stones by Swarovski transform objects,

which tell the time into real gems, making time a

sparkling delight.



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In 1999 Swarovski greeted the Millennium with an elegant series of eleven

watches.

The Swarovski Crystal Time range consists of a variety of six different

crystal set watch faces, available with either a leather or stainless steel strap.

1999 crystal tattoo

Crystal Gets Closer to the Body than Ever Before" -

Swarovski used this slogan to advertise its exclusive

range of Crystal Tattoos, which have been marketed

worldwide under the brand name since November

1999.

2000 Swarovski paradise

"Homage to Nature" is the description of the latest Daniel

Swarovski Paradise range. The new collection of

accessories and decorative elements is characterized by

colored crystal designs and the highest standards of quality

2000 Swarovski set up water school



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Swarovski sets up the Water School, which is unique worldwide, in the

Hohe Tauern National Park.

In courses lasting several days everything worth knowing about water is

brought to the students awareness, thus raising the issue of its ecologicaland economical significance.

2001- Crystal bath

Swarovski presents potential designs for bathroom decor,

consisting of a range of sparkling crystals that can be combined

with each other.

The diverse Crystal Bath Impressions are inspired by the

brilliant beauty of Swarovski crystal, which symbolizes the

well-being concepts of purity and harmony.

2002 - Launch of Daniel Swarovski Home Accessories

The Daniel Swarovski Home Accessories collection of

design objects is launched. With this range, Daniel Swarovski

Paris offers fresh, modern interpretations of decorative



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objects for your interior.

The slideshow presents further inspirations.

2003 Crystal fabric

Swarovski launches Crystal Fabric, which fuses fabric and crystal into a

second skin.

This world first is a transparent Hotfix-foil, the surface of which is set with

tiny full cut and round crystals, which can be ironed, sewn or glued onto

materials such as lace, velvet, silk, jeans, leather and synthetic fabrics .

2003 Crystal worlds

Crystal is inspirational power for art and science, the

thinkers framework for ideas, multi-faceted symbol

and aesthetic work of wonder.

On the occasion of the 100-year anniversary of

Swarovski in 1995, the Crystal Worlds were created

as a memorial to the intangible and enchanting. Now they are entering a

metamorphosis which acknowledges their past success as an exhibition

centre, concert and festival hall.

Expanded around breathtaking chambers of wonder and with a strong focuson contemporary fine art, the broad shouldered Giant from Wattens shall

display a new access concept and a shop that is separate from the exhibition

area. Artistic director, Andr Heller (Artevent), is responsible for realizing

this 15 million reconstruction. ST. XAVIERS COLLEGE

39


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Aimed at all lovers and connoisseurs of the beauty of crystal, this book is an

invitation to discover Daniel Swarovskis creative talent and couture

attitude, which remains true to the companys roots in Central Europe.

2005 - Swarovski Christmas trees around the world

What started in 1998 at Zurichs Christmas markets has in

the last seven years become a fixture at Christmas in many

cities all over the world.

In the meantime, Swarovski has erected Christmas trees in

Asia, North and South America, Europe and Australia.

Sharing the joy of Christmas, the trees are adorned with

hundreds of thousands of glittering crystals .

2006 - Swarovskis stunning new ambassadors

Swarovskis charm and elegance is found in the Three Graces of classical

Greek mythology. Daughters of the almighty Zeus, they were named Aglaia,

the Grace of radiance, Euphrosyne, the Grace of joy and Thalia, the Grace of

abundance.



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Each of these beauties embodies Swarovskis core values: inventiveness,

poetry and technology, while at the same time depicting glamour, grace and

beauty. Moreover, the longevity of this 5000-year-old myth symbolizes the

power of Swarovskis future as a family-built business.

2.1(g) Swarovski Crystal product Range

When Daniel Swarovski first brought a sparkle to crystal, over a hundred

years ago, he could never have imagined what a development he was setting

in motion. With fantasy, intuition and technical finesse, he and his

descendants have managed to expose all the facets hidden within this

fascinating material. Today, sparkling Crystal Components in thousands of

colors, shapes and sizes provide a fantastic palette of inspiration for

designers and manufacturers. Over and above this, we create jewelry,

accessories and a stunning cornucopia of sparkling objects which make ideal

gifts and collectibles.

Swarovski crystal products

Kaleidoscope of magic

A water-spouting giant, who magically draws onlookers inside to where

chambers of wonder ignite sparks of imagination, has managed, in just ten

years, to become an internationally recognized object of art. Almost 6

million visitors have until now been drawn to The Giant.



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The really unique thing about the Swarovski Crystal Worlds is the dreamed

dream. This is the materialized commitment of a

company to a variety of ideas, which are set free

through the objects of creation: crystal of the

highest luminosity.

Originally a gift to employees, collectors,

customers and partners for the 100th anniversary

of Swarovski in 1995, the Crystal Worlds was

conceived by Andr Heller. They have become a meeting place where

visitors from all over the world can experience a sense of joy over their

amazement, one that is as multifaceted, spontaneous and pure as crystal

itself

Swarovski jewellery and accessories

Quality and design unites in luxury

Displaying the diversity and potential of crystal, Swarovski re-interprets

crystal for every new seasonal collection. Jewellery pieces, fashion

accessories, handbags and watches are created at the



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hands of skilled designers, who find their inspiration in nature and the

originality of this unique material. Each piece, without exception, is

fashioned using the technique of fine jewellery-making, fulfilling highest

production and quality standards.

Swarovski presents a range of jewellery and fashion accessories covering the

spectrum of classic to highly fashionable in Swarovskis signature quality

and unique style.

Daniel Swarovski creations are an ingenious blend of Haute Couture design

and the grand tradition of French craftsmanship. Under Couture Line ,

indulge in a range of exclusive accessories of handbags, belts, wristwatches

and jewellery, which express the current fashion trends in a unique and

sophisticated way.

Home & style- contemporary sparkle

Present-day crystal design

http://www.swarovski.com/SVK_Relaunch/CDA/navigation/gateway/0,2789,language%3Den%26chc%3DIN%26channel%3D250%26actualNode%3Dyes%26subChannel2%3D102%26subChannel1%3D101%26subChannel0%3D100,00.html?navlink=860http://www.swarovski.com/SVK_Relaunch/CDA/navigation/gateway/0,2789,language%3Den%26chc%3DIN%26channel%3D250%26actualNode%3Dyes%26subChannel2%3D102%26subChannel1%3D101%26subChannel0%3D100,00.html?navlink=860


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Home & Style stands for beauty and harmony in everyday life. While it is a

contemporary expression of aesthetics, brilliance, form and function, the

pieces in this line also follow lifestyle trends. Swarovskis Home Decor

objects add sparkling accents and elegance to the home.

Anyone interested in design and lifestyle will find a wide selection of fine

accessories for home decorating as well as quality gifts for special

occasions.

STRASS Swarovski crystal

A unique brand

STRASS crystals extract the most beautiful colours from light! They bathe

living spaces in brilliant light and bring them to life. The irresistible

brilliance of STRASS crystals is the result of years of experience, constant

innovation and technical perfection. STRASS crystals are the original

product from Swarovski! Designers and manufacturers throughout the world

insist on using original STRASS crystals.

"Always striving to improve" is the principle behind Swarovskis growth

and is the basis for the success of STRASS Swarovski Crystal. The

highly specialised cutting machines, originally invented by Daniel

Swarovski, have been continually perfected, just like all other areas of the

crystal manufacturing process. Only by making use of all the available

technical solutions can we guarantee the precision cut of the STRASS



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crystals. The ongoing introduction of novel faceting brings new life to the

striking STRASS crystals and opens up creative opportunities.

The product range includes more than 1000

STRASS crystals in the widest possible variety

of shapes, colours and sizes. Their ability to create

a unique atmosphere in any living space is why

famous manufacturers of lighting, furniture and

other interior accessories, together with interior

designers and other artists from all over the world, insist on STRASSSwarovski Crystal.

Original STRASS crystal products are immediately identifiable because of

their laser-engraved STRASS signature and the intense kaleidoscope of

colours they produce. Lights decorated entirely with STRASS crystals are

further labeled with the special STRASS certificate. Find a list of all of the

STRASS Partnershops worldwide

Miniatures and treasures

Paying homage to life and nature

Poetic miniatures and ornaments of high quality faceted crystal are

combined with other materials such as gold and rhodium-plated metal

details. Small gifts and original little mementos for times never to be

forgotten, these lovingly designed items are small messengers of emotion

that convey our feelings.



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SCS society

Shared pleasure unites individuals all around the world

Ever since Swarovski produced its first sparkling Mouse in 1976, the magic

of full-cut crystal has fascinated people around the world. It was in response

to the overwhelming success of Swarovski's crystal figures and decorative

objects that the Swarovski Collectors Society (SCS), a forum where

enthusiasts could share their passion for crystal, was formed in 1987. The

pulsating heart of this worldwide friendship is crystal consequently, as of

January 1, 2005, the societys name will be changed to Swarovski CrystalSociety.

The highlight of SCS membership is the Annual Edition a figure created

exclusively for the SCS and available to members.

Today the SCS is flourishing, with ca. 400'000 members in 30 countries

worldwide members of all age groups from all countries and cultures who

have discovered their love and passion for the cosmos of Swarovski crystal.

SCS membership opens the door to a magical world of Swarovski crystal!



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Silver Crystal - endearing figurines

A little mouse creates a sensation

1976 was the dawn of a new era in crystal design. At the time, Swarovski

technicians and designers were experimenting with specially shaped crystals

and a new glue formula. The result was a lovingly shaped crystal mouse,

which became a big seller at the Winter Olympic Games in Innsbruck.

Today, more than 25 years later, the Silver Crystal range consists of more

than 130 gift items and collectibles. It includes sparkling fully faceted

figurines grouped into numerous themes as well as Limited Editions. Of all

the product groups, Silver Crystal has become the focal point for Swarovski

crystal collectors around the globe .

Daniel Swarovskis home accessories

Functional decor objects and home accessories that grace every

home with light and contemporary style.



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Chart 3.1

Chart depicting gender of respondent surveyed

42%58%

MaleFemale

Inference:

From the data collected we can infer that the number of male and female is

equal. Hence the project is non bias.



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Table- 3.2 Table depicting age of respondents surveyed.

AGE NO.OF RESPONDENTS PERCENTAGE

18-25 21 21%

26-40 42 42%

41-60 26 26%

61-80 6 6%

Above 80 5 5%

TOTAL 100 100%

Analysis :

From table 4.2 it can be analyzed that:21% of the respondents belong to age group 19-25

42% of the respondents belong to age group 26-40



5% of the respondents belong to age group above 80.

Chart 3.2ST. XAVIERS COLLEGE

53


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Table depicting age of respondents surveyed.

26%

42%

21%5%6%

18-25 26-40 41-60 61-80 > 81

Inference:

On the basis of the above analysis it can be inferred that customer between

the age of 25 years to 60 years buy Swarovski products as the decision

making is in their hands.

Table-3.3

Table depicting products owned at SwarovskiST. XAVIERS COLLEGE

54


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OPTIONS NO OF RESPONDENTS PERCENTAGE

Accessories 21 21%

Show Pieces 37 37%

Lighting 10 10%

Crystals 32 32%

TOTAL 100 100%

Analysis:

From table 4.3 it can be analyzed that:

21% of the customers purchase accessories from Swarovski.

37% of the customers purchase show pieces from Swarovski.

10% of the customers purchase lightings from Swarovski.

32% of the customers purchase crystals from Swarovski.



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Chart 3.3

Chart depicting products owned at Swarovski

0

5

10

15

20

25

30

35

40

Accessories Show pieces Lightings Crystals

Accessories Show pieces Lightings Crystals

Inference:

From the above data we can infer that majority of the customers would buy

show pieces and crystals from Swarovski.

Table 3.4



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Table depicting the outlets visited.


Forum 32 32%

South city 31 31%

Ganga andSons Pvt. Ltd.

23 23%

Others 14 14%

TOTAL 100 100%

Analysis:


32% of the people visit Swarovski outlets at Forum.

31% of the people visit Swarovski outlets at South City.

23% of the people visit Swarovski outlets at Ganga and Sons

Pvt. Ltd

14% of the people visit Swarovski outlets at Other stores.



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Chart 3.4

Chart depicting the outlets visited.

0 10 20 30 40

Forum

South City

Ganga and SonsPvt. Ltd.

Others

OthersGanga and Sons Pvt. Ltd.South CityForum

Inference:

From the above graph is clear that the customers mainly visit the Forum and

South City outlets but the people do visit Ganga and Sons Pvt. Ltd. Andother stores. The 2 outlets are there from a long time so people visit these

more often.



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Table 3.5 Table depicting sources of awareness about

Swarovski


Family 35 35%

Friends 42 42%

Advertising 18 18%

Others 5 5%

TOTAL 100 100%

Analysis:


35% people were aware about Swarovski through family

42% people were aware about Swarovski through friends.

14% people were aware about Swarovski through advertisement.

5% people were aware about Swarovski through other sources.ST. XAVIERS COLLEGE

59


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Chart 3.5

Chart depicting sources of awareness about

Swarovski

42%35%

5%18%

Family Friends Advertisement Other

Inference:

From the information collected it can be seen that majority of the people

were aware about Swarovski through word of mouth from family and

friends. Only a few were aware about the company through advertisement.



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Table 3.6

Table depicting the frequency of visiting the stores


Weekly 9 9%

Fortnight 26 26%

Monthly 43 43%

2-3 months 22 22%

TOTAL 100 100%

Analysis:


9% people visit Swarovski outlets weekly.

26% people visit Swarovski outlets every fortnight.

43% people visit Swarovski outlets monthly.

22% people visit Swarovski outlets once in 2 -3 months.



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Chart 3.6

Chart depicting the frequency of visiting the stores

0

5

10

15

20

25

30

35

40

45

Weekly Fortnight Monthly 2-3

Months

Weekly

Fortnight

Monthly

2-3 Months

Inference:

It can be analyzed from the survey that almost half of the people visit the

outlets once in a month or fortnight. Only a few set of people visit them very

rarely like once in around 2-3 months



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Table 3.7

Table depicting convenience of location of outlets.


Yes 87 87%

No 13 13%

Total 100 100%

Analysis:


87% of the respondents feel that the stores are conveniently located.

13% of the respondents feel that the stores arent located conveniently

and should have more outlets.



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Chart 3.7

Chart depicting convenience of location of outlets.

0 20 40 60 80 100

Yes

No

No Yes

Inference:

From the data collected it can be seen that more than 50% of the respondents

are satisfied with the location of Swarovski outlets and feel that the stores

are conveniently located but a few people would want to have more outlets

as there are very few outlets in Kolkata.



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Table 3.8

Table depicting reasons that bring you back to

Swarovski.

OPTIONS NO.OF RESPONDENTS PERCENTAGE

Price 6 6%

Quality 27 27%

Variety 21 21%

Designs 32 32%

Brand name 11 11%

All of the above 3 3%

TOTAL 100 100%

Analysis:


6% of the respondents come back because of its price.

27% of the respondents come back because of its quality.

21% of the respondents come back because of its variety.

32% of the respondents come back because of its Designs.

11% of the respondents come back because of Brand.

3% of the respondents come back because of all the above qualities.

Chart 3.8



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Chart depicting reasons that bring you back to

Swarovski.

0

5

10

15

20

25

30

35

Price Quality Variety Designs Brandname

All theabove

Price Quality Variety

Designs Brand name All the above

Inference:

From the above data we can see that majority of the people come back to

Swarovski because of designs and quality. The rest of the respondents

feel that Swarovski has good variety of products.

Table 3.9



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Table depicting recommendation of Swarovski toothers.


Definitely 34 34%

May be 47 47%

Dont Know 14 14%

Never 5 5%

TOTAL 100 100%

Analysis:


34% respondents would definitely recommend Swarovski to

others.

47% believe that they might recommend Swarovski to others.

14% do not know if they would recommend Swarovski or not to

others.

5% say that they would never recommend Swarovski to others



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Chart 3.9

Chart depicting recommendation of Swarovski to

others.

34%

47%

14%5%

Definitely

May beDont knowNever

Inference:

From the table it can be inferred that most of the customers are satisfied

with Swarovski and would recommend it to their friends\others.

But around 20% of the people may not recommend the products, which is

not a good sign and the company should improve its service in order toreduce this amount of unsatisfied customers.



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Table 3.10

Table depicting the quality of Swarovski products.


Excellent 37 37%

Good 42 42%

Satisfactory 17 17%

Poor 4 4%

TOTAL 100 100%

Analysis:


37% respondents feel that the quality of Swarovski products is

excellent.


good.


satisfactory.


poor.



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Chart 3.10

Chart depicting the quality of Swarovski products

0

5

10

15

20

25

3035

40

45

Excellent Good satisfactory Poor

Excellent

Good

satisfactory

Poor

Inference:

From the data collected it can be inferred that majority of the people are

highly satisfied with the quality of the products of Swarovski.



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Table 3.11

Table depicting the pricing of Swarovski products.


Excellent 21 21%

Good 45 45%

Satisfactory 18 18%

Poor 6 6%

TOTAL 100 100%

Analysis:


21% respondents feel that the pricing of Swarovski products is

excellent.

45% respondents feel that the pricing of Swarovski products is good.

18% respondents feel that the pricing of Swarovski products issatisfactory.

6% respondents feel that the pricing of Swarovski products is poor.



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Chart 3.11

Chart depicting the pricing of Swarovski products.

05

1015202530354045

Excellent Good Satisfactory Poor


Inference:

From the graph it can be inferred that most of the customers are satisfied

with the pricing of Swarovski. There are a few customers who feel that the

prices are high, so the company could work on the prices. But majority of

them find the products well priced for the quality product.



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Table 3.12

Table depicting the service at Swarovski


Excellent32 32%

Good 54 54%

Satisfactory 12 12%

Poor 2 2%

TOTAL 100 100%

Analysis:


32% respondents feel that the service at Swarovski is excellent.

54% respondents feel that the service at Swarovski is good.

12% respondents feel that the service at Swarovski is satisfactory.

2% respondents feel that the service at Swarovski is poor.



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Chart 3.12

Chart depicting the service at Swarovski

0

10

20

30

40

50

60


ExcellentGoodSatisfactoryPoor

Inference:

From the data collected it can be inferred that around 50% of the customers

feel that the service provided at Swarovski is good and only a few find the

service satisfactory or poor. So the company could improve a little over itsservices by providing better staff.



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Table 3.13

Table depicting the variety of Swarovski products.


Excellent 29 29%

Good 42 42%

Satisfactory 22 22%

Poor 7 7%

TOTAL 100 100%

Analysis:


29% respondents feel that the variety at Swarovski is excellent.42% respondents feel that the variety at Swarovski is good.

22% respondents feel that the variety at Swarovski is satisfactory.

7% respondents feel that the variety at Swarovski is poor.



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Chart 3.13

Chart depicting the variety of Swarovski products.

0 10 20 30 40 50

Excellent

Good

Satisfactory

Poor


Inference:

From the above data it can be seen that majority of the customers think

that the variety of products available at Swarovski is good but there are

quite a lot around 30% who are not satisfied with the variety of products because a better range of products are available in the foreign market So

the company should increase their product range in the Indian market.



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Table 3.14

Table depicting the design of Swarovski products


Excellent 31 31%

Good 54 54%

Satisfactory 12 12%

Poor 3 3%

TOTAL 100 100%

Analysis:


31% respondents feel that the designs at Swarovski is excellent.

54% respondents feel that the designs at Swarovski is good.

12% respondents feel that the designs at Swarovski is

satisfactory.

3% respondents feel that the designs at Swarovski is poor.



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Chart 3.14

Chart depicting the design of Swarovski products

0

10

20

30

40

50

60



Inference:

From the above data it can be inferred that more than 50% of the

customers feel that Swarovski has a good range of designs. Only a few

believe that the Swarovski designs could be improved so the company

should try and increase the range of product design with new and

innovative ideas.



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Table 3.15

Table depicting the frequency of purchasing at

swarovski


Generally 26 26%

Occasionally 62 62%

Rarely 12 12%

TOTAL 100 100%

Analysis:


26% respondents generally buy Swarovski products.

62% respondents occasionally but Swarovski products.

12% respondents rarely buy Swarovski products .



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Chart 3.15

Chart depicting the frequency of purchasing at

swarovski

0

1020

30

40

50

6070

Generally Occasionally Rarely

GenerallyOccasionallyRarely

Inference:

From the data collected it can be seen that more than 50% of the

customers buy Swarovski products occasionally for certain occasions or

festive seasons.



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Table 3.16

Table depicting reasons to buy Swarovski products.


Self 42 42%

Gifting 34 34%

Corporate 20 20%

Others 4 4%

TOTAL 100 100%

Analysis:


42% respondents buy Swarovski products for self usage.

34% respondents buy Swarovski for gifting to relatives and

friends.

20% respondents buy Swarovski products for corporate use.

4% respondents buy Swarovski products from others uses other

than the 3 above.



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Chart 3.16

Chart depicting reasons to buy Swarovski products.

42%

34%

20%

4%

Self

Gifting

Corporate

Others

Inference:

From the data collected it can be inferred that majority of the customers buy Swarovski products from self usage and next set of customers would

be the ones who buy the products for gifting. Only a few customers buy

Swarovski for corporate use.



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Table 3.17

Table depicting the display of products in

showrooms


Excellent 46 46%

Good 38 38%

Satisfactory 16 16%

TOTAL 100 100%

Analysis:

From table 4.17 t can be analyzed that:

46% respondents find the display at Swarovski showrooms

excellent.


good.



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satisfactory.

Chart 3.17

Chart depicting the display of products in

showrooms

0 10 20 30 40 50

Excellent

Good

Satisfactory

Excellent Good Satisfactory

Inference:

From the information collected it can be seen that majority of the

respondents feel that the display at the Swarovski showrooms are

excellent because they catch the eye of the visitors. Only a minority of



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the respondents found the display satisfactory and feel there is scope for

improvement in displaying the products.

Table 3.18

Table depicting the display of products in

showrooms


Excellent 28 28%

Good 54 54%

Satisfactory 18 18%

TOTAL 100 100%

Analysis:


28% respondents find the packaging of Swarovski products

excellent.


good.



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satisfactory.

Chart 3.18

Chart depicting the packaging at Swarovski

28%18%

54%

Excellent Good Satisfactory

Inference:

It can be analyzed that majority of the customers find the packaging good

and only a few find them excellent. So the company should try andST. XAVIERS COLLEGE

86


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improve its packaging of products to keep them safe because Swarovski

products are delicate and should have an excellent packaging.

Table 3.19

Table depicting purchase of products from internet


Yes 26 26%

No 74 74%

Total 100 100%

Analysis:


26% of the respondents buy Swarovski products from website.

74% of the respondents do not buy Swarovski products from

website.



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Chart 3.19

Chart depicting purchase of products from internet

0

10

20

30

40

50

60

70

80

Yes No

YesNo

Inference:

From the information it can be inferred that majority of the respondents

do not buy Swarovski products from their website because either they



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cannot see the product physically except in photographs and most of

them arent aware about online shopping at Swarovskis official website.

Table 3.20

Table depicting complaints against Swarovski


Yes 26 26%

No 74 74%

Total 100 100%

Analysis:


12% of the respondents have complaints against

Swarovski.



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88% of the respondents do not have complaints against

Swarovski.

Chart 3.20

Chart depicting complaints against Swarovski

12%

88%

YesNo

Inference:



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From the information collected it can be seen that majority of the

respondents i.e. more than 80% of the respondents are satisfied with

Swarovski and do not have any complaints against the company. Only a

minority of 12% have complaints against Swarovski.

4. Summary of finding

On conducting a survey through distributing 100 Questionnaires to

Swarovski customers, there were certain findings discovered when the

collected statistics & information was analyzed.

The following were the findings:

1. More than half of the people who purchase swarovski products are

above the age of 25 and have an income above 40,000 per month.

2. The products most often purchased by the consumers at swarovski buy

crystals and show pieces.

3. Respondents usually buy their products from the Forum and South City

because they have been there from a long time and the stores are in

malls where a variety of other shops are also there.



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4. More than 50% of the customers were aware but swarovski through

word of mouth from family and friends. Only a minority of people

became aware about swarovski through advertisement.

5. Many of the respondents sowed that they visit the swarovski outlet once

in a month to see the new products available in the outlets.

6. majority of the respondents find the stores conveniently located as they

are in commercial areas and would not want to have more outlets in

Kolkata

7. The respondents come back to purchase Swarovski products because of

its wide range of designs and high quality levels. A few prefer the

wide range of products available and come back to Swarovski because

of its variety.

8. More than 50% of the respondents believe that they would surely

recommend Swarovski to their family and friends.

9. The respondents feel that the quality provided at Swarovski is good and

are satisfied with the products available at the outlets.



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10.A major part of the respondents feel that the pricing of Swarovski is

good but a few find the prices high and feel that the prices should be

reduced to a certain extent.

11.Majority of the respondents find the service provided at Swarovski

outlets excellent. And find the staff helpful and friendly.

12.A lot of respondents find the variety of products available good but still

feel that they could have more variety by increasing the product range

in India which is less compared to other countries.

13.More than 50% of the respondents find the designs available at

Swarovski good because they are different and stylish from other brands.

14.From the survey conducted it can be seen that majority of the customers

buy Swarovski projects occasionally and they usually purchase the

products either for self use or for gifting the products to friends and

relatives.

15.Majority of the customers find the display at the Swarovski outlets

excellent as they are attractive and fascinating.



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16.The respondents find the packaging at Swarovski products good but as

there is lot of crystals work which is delicate so the company should

try and improve the packaging quality.

17.More than 50% of the respondents have no complaints against

Swarovskis customer service and are happy with the company in

terms of quality, price and service.

5. Suggestions

1. Variety

The company should increase their variety of products. In the

foreign market the products available are much more than in the

Indian market.

The company should try and access all the products like

footwear, belts, more accessories, books etc in the Indian

market too, so that the customers can avail these products.

2. Customer careThe company should try and make the customers aware about

the discounts or sales happening in the outlets



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They should also make their regular customers know about the

new products which enter into the market through regular

supply of booklets.

They should hire staff which is courteous and helpful which

will leave a lasting impression about the company in the minds

of the customers.

3. Create awareness

As swarovski is not known by everyone. To create awareness

and let customers know more about Swarovski. It should

advertise more in newspapers like Times of India, Telegraph

that is read most.

Magazines like India today, Femina, which are common and

most often read by general public .

4. More outlets

Swarovski should try and open a few more outlets in the

upcoming malls of Kolkata like City Centre to make the outlets

more accessible for the customers.



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6. Conclusion

Customer care and satisfaction has

not been a problem for the Swarovski

as a company has done most of

things right, first a top notch quality

product, a sensible marketing and

distribution plan, good after sales

service, but there is room to improveand with some of the above



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mentioned changes Swarovski surely

will remain at the top of the ladder.

7. BibliographyBooks Referred



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Websites Visited

www.swarovski.com

www.yahoo.com

www.google.com

www.capole.com

8. AppendicesST. XAVIERS COLLEGE

98

Title Name of Author Edition/Year Publisher

Customer CareExcellence

Sarah Cooke 4 th Edition, 2004 Kogan PageIndia Pvt. Ltd.

Modern

Marketing

Rsn Pillai and

Bhghavathi

3rd Edition,2004

Chand & Co, New Delhi

Customer RelationshipManagement

Jagdish and Sheth 4 th Edition Tata Mc GrawHill publishinghouse

MarketingManagement

Philip Kotler 11 th Edition, LowPricedEdition,2003

PearsonEducation,Singapore
http://www.swarovski.com/http://www.yahoo.com/http://www.google.com/http://www.capole.com/http://www.swarovski.com/http://www.yahoo.com/http://www.google.com/http://www.capole.com/


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Questionnaire on Swarovski

1. NAME:

2. AGE: 18-25 26-40 41-60 61-80 >81

3. GENDER: MALE FEMALE

4. OCCUPATION: STUDENT BUSINESS PROFESSIONAL HOMEMAKER OTHERS

5. INCOME (MONTHLY): < 30000 30000-50000 50000-7000070000 & ABOVE

6. WHAT DO YOU OFTEN PURCHASE AT SWAROVSKI?

ACCESSORIES SHOW PIECES LIGHTINGS

CRYSTALS

7. WHICH OUTLET DO YOU OFTEN VISIT?

FORUMSOUTH CITY GANGA AND SONS PVT. LTD.

OTHERS



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8. HOW DID YOU GET TO KNOW ABOUT SWAROVSKI?

FAMILY FRIENDS ADVERTISEMENT OTHER_____________

9. HOW OFTEN DO YOU VISIT THE STORE?

WEEKLY FORTNIGHT MONTHLY 2 TO 3 MONTHS

10. ARE THE STORES CONVENIENTLY LOCATED?

YES NO

11. WHAT BRINGS YOU BACK TO SWAROVSKI?

PRICE QUALITY VARIETY DESIGNS

BRAND NAME ALL OF THE ABOVE

13. WOULD YOU RECOMMEND SWAROVSKI PRODUCTS TO YOUR FRIENDS/OTHERS?

DEFINITELY MAY BE DON'T KNOW NEVER

14. HOW WOULD YOU RATE SWAROVSKI AT THE FOLLOWING

EXCELLENT GOOD SATISFACTORY POORQUALITYPRICESERVICEVARIETYDESIGN



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15. WHEN DO YOU GENERALLY BUY SWAROVSKI PRODUCTS?

GENERALLY OCCASSIONALLY RARELY

16. WHOM DO YOU BUY SWAROVSKI PRODUCTS FOR?

SELF GIFTING (relatives and friends) CORPORATE OTHERS

17. HOW DO YOU FIND THE DISPLAY OF THE PRODUCTS ATSWAROVSKI OUTLETS?

EXCELLENT GOOD SATISFACTORY

18. HOW DO YOU FIND THE PACKING OF THE PRODUCTS ATSWAROVSKI?

EXCELLENT GOOD SATISFACTORY

19. HAVE YOU PURCHASED ANY PRODUCT FROM SWAROVSKI'S

WEBSITE?

YES NO

20. DO YOU HAVE ANY COMPLAINTS AGAINST THE CUSTOMER CARE AT SWAROVSKI?

YES NOIF YES SPECIFY______________________________

21. SUGGESTIONS FOR SWAROVSKI:_________________________________________________________



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THANK YOU FOR YOUR TIME AND PATIENCE.HAVE A NICEDAY!!

Chapter 2 Final With Mistakes 1

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