Presentation On Research Project

Submitted to: Submitted By:

Ms.Shailja Vasisht Aanchal Jain

PGDM 2014-16

TITLE AND OBJECTIVES

• A STUDY ON INDIAN WOMEN’S PERCEPTION TOWARDS BRANDED &NON BRANDED JEWELLERY IN LUDHIANA CITY

• OBJECTIVES :

Gauging perception towards branded, non branded jewellery. Mapping of the variables that influence the customers towards branded

jewellery.

RESEARCH DESIGN

• Type Of Research Design : Descriptive

• Reasons For Descriptive Research Design : The research would be used to describe and measure usage

phenomenon of Indian women’s perception towards branded and non branded jewellery (Ludhiana city )

The researcher, i.e. me, would not be able to manipulate and alter the consumers’ response, which would be governed by their own perception.

DATA COLLECTION SOURCESS

• Primary Source : Structured Questionnaire

• Secondary Source : Journals , magazines , newspapers , online websites

SAMPLING PLAN

• POPULATION : Female Population of Ludhiana City

• SAMPLING FRAME : All the female of Ludhiana city.

• SAMPLING UNIT : A young adult of Ludhiana city owning a smartphone.

• SAMPLING SIZE : 50 sample units from Ludhiana city

• SAMPLING TECHNIQUE : Simple Random Sampling and Convenience Sampling.

• REASON : Sampling is a non-probability sampling technique where subjects

are selected because of their convenient accessibility and data can be collected in short span of time while spending less amount of money.

CRUCIAL FINDINGS

India is growing at a very fast pace and jewellery sector is the one which would achieve 65% of the international market by 2016 .

60% buy as an investment whereas 40% buy for the sake of adornment which is still a positive sign.

The branded jewellery sector is only 2-3 percent of the total jewellery market in India.

CRUCIAL FINDINGS

The guiding factor behind purchasing jewellery is price, quality , purity and design which score the maximum.

Other factors are variety , brand image ,family and friends influence

The least guiding factor for purchasing jewellery is service and display.

Branded jewellery is more reliable than non branded jewellery.

The present generation gives more important to the branded jewellery.

The marketing stragegies adopted by the marketing executives along with aggressive advertisements by focussing on all segments is playing a major role in shifting demand of the consumers towards branded jewellery.

QUESTIONNAIRE

Microsoft Office Word Document