`

A
Summer Traninig Report
On
“CONSUMER PERCEPTION TOWARDS TANISHQ JEWELLERS
AT TANISHQ ROHTAK”

Submitted in the partial fulfilment for the

Requirement of the award of degree of
Master of business administration (MBA)

Under The Guidance Of : Submitted By :

Mr. Bhrat Sharma Vidhi Singal
Branch Manager Mba 3rd Sem
Tanishq Rohtak Roll No.
21061001112

DIRECTORATE OF DISTANCE EDUCATION

GURU JAMBHESHWAR UNIVERSITY OF SCIENCE &
TECHNOLOGY
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HISAR-125001

STUDENT DECLARATION

This is to declare that this Summer training report on “Consumer Perception Towards Tanishq
Jewellery at Tanishq Rohtak” is a record of genuine work done by me under the guidance of
professor of management department."

I declare that this project report is original and not submitted to any other university before.

Signature of the Student

VIDHI SINGAL

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ACKNOWLEDGEMENT

While conducting this report, I got support in many ways from many people. First, I am deeply
grateful to my project guide who helped me with full
devotion and always supported me earnestly whenever it was needed. Without his guidance, mental
& moral support and academic inputs this report was not possible.This report could never have seen
the light of the day without his co-operation of those clients who participated in this. I am thankful
to all of them for giving me their valuable time.
My friends have been biggest support for me at every juncture of life. They manifested their great interest in
my research work also and always tried to make things easy for me. A word of gratitude goes to my family
members whose love, affection and understanding have enabled me to complete this endeavor with ease.

At the end, I thank to Almighty for giving me courage and strength to conduct this project report.

VIDHI SINGAL

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Table of content

PARTICULARS PAGE NO.

Introduction 1-23

Task Assigned And Work Plan 24-27

Objective And Scope Of Study 28-30

Conceptual Discussion 31-37

Research Methodology 38-49

Skills Learnt During Training 50-52

Data Analysis And Interpretation 53-89

Findings And Conclusion 90-94

References 95-96

Questionnaire 97-103

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CHAPTER 1
INTRODUCTION
1.1) Industry Profile

Jewellery is often envisioned as a symbol of wealth and status. Interestingly buying gold jewellery
is also one of the best way to invest hard earned money. India is the largest consumer of gold in
the world. Country jewellery market is mostly dominated by unorganized sector about 3lakh
traditional retail jewelers hold 96% of the market share while large brands or organized retail
form only 4% of the overall market.

In the recent years jewellery market has witnessed tremendous change. ld traditional ornaments are
giving way for branded designs and gold is replaced by diamonds and precious stones. Buying
pattern is also changing. People are more and more opting for branded jewellery than buying
from family jewelers. This change created the ample opportunity for the retailers. Multi- national
jewellery brands such as Tiffany, Cartier, Zale’s and Harry Winston all are showing interest in
setting up their shops in India. Govt. decision to allow 51% of FDI in single brand retail store
also helped many foreign retailers to enter into India. According to a study by McKinsey, the
branded jewellery market alone would touch Rs 100 billion mark. The sale of diamond jewellery
in India has been increasing at a rapid pace of 25% every year over the last two years. The
branded jewellery segment has shown an astonishing trend, increasing by 50% each year.
Generally, Indian consumer looks out for low-cost jewellery for daily wear and prefers to buy
from trustworthy jewelers. Diamonds, precious stones which give elegant look not so expensive
and changeable after few years of wearing are preferred by the working class women.

India’s glorious history has affected each and every aspect of Indian lifestyle. Jewellery has
remained an integral part of the Indian lifestyle. The Indian jewellery is varied in styles and
designs in accordance to the different regions. Different states have different styles of Indian
jewellery that are unique to that state and are not found anywhere else. For instance Delhi is
famous for its kundan jewellery. Haryana is famous for its jhumki/magar and kundal, matar
mala, hathphool etc. Meenakari is famous in Rajasthan and so on. Indian jewellery has a variety
of ornaments in different styles and designs for just about every part of the body.

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Change in Perception:
In the globalized era, jewellery in India, like many other traditional product segments, is
undergoing an astounding change of perception. While it continues to enjoy the position of being
an enhancer of beauty and means of security, the new-age consumer perceives jewellery as a
personal accessory that manifests the wearer’s attitude, personality and lifestyle. It is imperative
for jewellery manufacturers to recognize this shift and adopt new, innovative approaches in the
creation of jewellery. This is what will enable them to establish an edge over their competitors.
On the other hand, a glaring reality is that the traditional jewellery sector constitutes a significant
chunk of the jewellery market. This jewellery in most instances is handcrafted and bought from
the family jeweler. This segment has a strong socio-cultural bias, as the jewellery is bought for
auspicious occasions like weddings, engagements, and rituals. The decision to buy a piece of
jewellery is more often a family decision than an individual choice. Jewellery in this segment is
also a means of investment and future security traditionally constituting the wealth that a bride
takes with her to her new home.

Apart from the subtle changes in the traditional jewellery market, most designers observe that
more and more people today are interested in horoscopes, chanting mantras, yoga and alternative
therapies. Today’s consumers have a strong interest in birthstones and the beneficial properties
of gems. Consequently, spiritual and auspicious motifs have seen a great comeback in fashion,
including the jewellery segment. Thus the Rudraksha, Ganesha and religious swastika motifs, the
traditional nine-gem or Navratna combinations and many other auspicious concepts have become
very popular in the Indian jewellery market over the last couple of years. Indian designers
incorporate these motifs into current fashion so harmoniously that they are as current as the latest
trends.

The Indian USP Unlike many other fashion markets in the world, which are more homogeneous
in character, the Indian market demonstrates a great element of duality, particularly in traditional
product segments like jewellery. Indian consumers operate with two contradictory mindsets
when deciding to buy a piece of jewellery. At heart, we remain quite rooted in culture and
tradition and continue to revere and value jewellery as a time-honored possession. On the other
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hand, the same consumers exhibit contemporary urban traits and see trendy jewellery as an
extension of their personality and lifestyles. They opt for brands, thereby emphasizing their
perceived worth accorded to a piece of jewellery. The jewellery buying pattern in the Indian
market is also changing. For instance, the Indian woman today is economically independent and
does not seek approval from her father or husband to buy jewellery as was the case earlier.
Indian fashion does not surrender to the burdens of fall-winter or spring- summer influences. In
India people stick to their personal tastes and do not kowtow to the imposed opinion.

It could also be because most of them cannot afford the routine makeover of the wardrobe
another interesting feature is that the Indian consumer looks for the longevity in a product. Hence
the product supersedes the season. Also, Indians might see tough competition from other luxury
items like high-end mobile phones, travel, and the like, Indians have a rich culture and heritage,
which continue to respect and follow despite changing modern attitudes. Jewellery is far too
integrated into lifestyles to get affected in one generation. This could all change some two
generations down. Since the late 1990s there was a shift in the consumer taste and preferences.
The modern world witnessed a definite change in consumer perception. There was a rise n
demand for branded and light weight jewellery products. Women were increasingly opting for
fashionable and lightweight jewellery instead of chunky jewellery. So in order to gain market
share jewellery shops were forced to come up with designs that customers by hallmarking and
demonstrating the purity of gold used by them.

Branded jewellery products have created the sort of revolution in the field of jewellery market.
The main attraction of branded jewels is that they have a unique style of their own that
differentiate their products from others. Each jewel has an element of distinctiveness and
newness that makes it preferable to the rest of the options.

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HISTORY OF INDIAN JEWELLERY

The historical scene of Indian Jewellery is as old as the history of our country. Around 5000
years ago, people began getting curious about adorning themselves with jewellery items to
beautify themselves and the charm of it has not decreased since then. It is difficult to find an
Indian woman who doesn't love to adorn herself with beautiful jewellery. Jewellery has been an
evolving art form. Indians were adept in the art of metal working, enameling, embossing,
stone setting and filigree work along with jewellery designing on the whole. Many types of
ornaments like crowns, long necklaces, pendants, earrings, thumb rings, finger rings, bangles,
bracelets, kadas, armlets, armbands, maang tika, nose pins, nose rings, ear chains, waist belts,
anklets, etc. were crafted using metal work and jewellery art. As India has always been a land
of gems, gems were put in wide use in jewellery making. For more than 2000 years old, India
was actually the only supplier of gemstones throughout the world. Diamonds from
Golconda, Sapphires from Kashmir and pearls from Gulf of Mannar attracted traders
and merchants from across the world. Sculptures and paintings of Indian men and women show
how jewellery was adorned by them. The recent trend also signifies the continuation of the age
old tradition of jewellery making. Pearls, enamels and vitreous pastes were also common in
Indian jewellery. To an Indian woman, jewellery reflects her grace and beauty. The historical
scene of Indian Jewellery is as old as the history of our country. Around 5000 years ago,
people began getting curious about adorning themselves with jewellery items to beautify
themselves and the charm of it has not decreased since then. It is difficult to find an Indian
woman who doesn't love to adorn herself with beautiful jewellery. Jewellery has been an
evolving art form. Indians were adept in the art of metal working, enameling, embossing,
stone setting and filigree work along with jewellery designing on the whole. Many types of
ornaments like crowns, long necklaces, pendants, earrings, thumb rings, finger rings, bangles,
bracelets, kadas, armlets, armbands, maang tika, nose pins, nose rings, ear chains, waist belts,
anklets, etc. were crafted using metal work and jewellery art. As India has always been a land
of gems, gems were put in wide use in jewellery making. For more than 2000 years old, India
was actually the only supplier of gemstones throughout the world. Diamonds from
Golconda, Sapphires from Kashmir and pearls from Gulf of Mannar attracted traders
and merchants from across the world. Sculptures and paintings of Indian men and women

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show how jewellery was adorned by them. The recent trend also signifies the continuation of
the age old tradition of jewellery making. Pearls, enamels and vitreous pastes were also
common in Indian jewellery. To an Indian woman, jewellery reflects her grace and beauty. As
mentioned, history of jewellery is as old as the history of the country itself. It can be traced
back to the Indus Valley civilization. In Harappa, an ornament made of red cornelian was
found. In the Ajanta paintings, men and women have decorated themselves heavily with
jewellery. Kalidasa in his famous book “Meghaduta”refers to “Muktajala Grathi Tam Alakana
Kaminiva which means the strings of pearls that rival the ringlets of hair on a woman’s face.
“Hemabhaktimatim bhumeeh prameniniwa pipria” describes a river of golden flamingoes afloat
like the gold ornaments in the hair of Earth. “Ekam Muktagunam Iva Bhuva
Sthulamadhyanranlam” refers to a strand of pearls with a blue sapphire in the centre. An
ancient Tamil classic “Silappadikaram” describes the jewellery worn by the people of
Vijayanagar empire and how pearls, gold and other precious stones. Banabhatta’s
Harshacharita mentions earrings named “Trikantaka” and “Balalaika”. The Balalaika is still
worn in Mangalore in Mysore and by fisherwomen on the Konkani coast. It is a tabular ear ring
in the shape of a cone. Buddhaghosha mentions strands of pearls dangling below the ear lobes
named “Valika”.

The uniqueness of Indian jewellery lies in the intricate design and excellent workmanship.
Aesthetic and traditional value is not the only points linked to jewellery in India but jewellery
also serves as a source of security in times of financial crisis. The more jewellery a woman has
ads on to her status and riches. Indian jewellery has played a major role in bringing forth the
beauty of several popular classical and folk dance forms like Kathak, Kuchipudi
and Bharatnatyam. Sparkling jewellery is worn by classical dancers to enhance
their appearance. The variety of jewellery pieces is also quite diverse. There is an item to adorn
almost every part of the body ranging from the hair to the toe. The art of creating intricate
jewellery has always been a part of Indian history and patronage given by rulers to this art has
just contributed to its promotion and growth. Bridal jewellery is usually heavy and made to
match the bridal clothes. Traditional jewellery consists of big pieces made of gold usually. But
with the changing times, the modern women sometimes prefer contemporary jewellery which is
way lighter and easier to wear for daily use. Jewellery in India has

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Never been confined to a particular stone or metal but has shown a lot of variety. Several
precious and semi-precious stones like rubies, sapphires, diamonds, emeralds, pearl, etc. In
India, jewellery is not just worn by women or humans but also made for Gods and ceremonial
animals like elephants, cows and horses. Battles have been fought over magnificent jewellery
in the ancient times. The royal classes have always patronized this art form and took it further.
There has been a regional variety in Indian jewellery as well with different designs and styles.
This has contributed to a large variety in Indian jewellery. Gold based designs are peculiar to
Tamil Nadu and Kerala being inspired from nature whereas Meenakari style of jewellery
derives its inspiration from Mughal jewellery. Silver jewellery is popular in Himachal Pradesh,
Gujarat, Rajasthan and Madhya Pradesh. Assamese jewellery is based on local flora and
fauna whereas Manipuri jewellery is made from shells, teeth, claws and precious and semi-
precious stones. The huge variety in Indian jewellery just showcases the extraordinary skills of
our local craftsmen. Indian jewellery is popular worldwide as well. It is marked by finest
handwork and is custom made to match the individual persona of a woman and hence, utmost
attention is given to every intricacy.

The story of Indian jewellery is incomplete without mentioning the two most famous gems of
the world viz. Kohinoor and the Hope diamond. Kohinoor is a large diamond almost the size of
a ping pong ball which was passed down by great rulers of large empires in the Indian
subcontinent. Currently, preserved in the Tower of London in the United Kingdom, it has been
said to be found in the 13th century in Andhra Pradesh in a place called Guntur though its
origin is disputed by India, Pakistan, Afghanistan and Britain. Hope diamond, on the
other hand, is a blue gem full of luster and weighing 45.52 carats. It is also said to be cursed
bringing bad luck to its owner. It is said to be taken from one of the goddess statues in a temple
in India. King Louis XIV of France in 1968 bought it from a French traveler and cut it into
several pieces and embedded in a chain with other diamonds of various shapes.
The Alamkara gallery of the National Museum in Delhi is said to have an extensive collection
of the Indian jewellery ranging from the Harappa times to the Mughal times.

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1.2) Company Profile

Logo -

TANISHQ is India’s largest most desirable and fastest growing jewellery brand in India Started
in 1995. Tanishq is the jewellery business group of Titan Industries Ltd. Promoted by TATA
group, India’s most respected and widely diversified business conglomerate. Tanishq was coined
from a combination of Tata and Nishq (meaning a necklace of gold coins) and again from Tan
meaning body and Ishq meaning love. It was launched in 1995 as a range of jewellery and
jewellery watches meant for the European & American markets. Tanishq India’s largest, most
trusted and fastest growing jewellery brand offers traditional as well as trendy designs in gold,
diamond, & platinum. Tanishq has delivered value to its customer and shareholders.

Tanishq has set up production and sourcing bases with through research of the jewellery crafts of
India. Jewellery at Tanishq is crafted in one of the world's most modern factories. Every product
at Tanishq is painstakingly crafted to perfection. Diligent care and quality processes ensure that
the Tanishq finish is unmatched by any other jeweler in the country. Tanishq challenged the age-
old jeweler's word with TATA's guaranteed purity. It exploded the market with facts about
rampant impurity across India. It introduced technology-backed challenge in a category
completely governed by individual trust.

Tanishq also introduced professional retailing in the disorganized Indian jewellery bazaar,
where women can shop with comfort and peace, without worrying about the purity of the
jewellery they are buying, as well as, select from the best jewellery collections available in the
Indian market. Tanishq today is India's most aspirational fine jewellery brand with 91 stores in
64 cities, with an exquisite range of gold jewellery studded with diamonds or colored gems
and a wide range of equally spectacular jewellery in 22Kt pure gold. Exquisite platinum
jewellery is also part of the product range.

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Among the branded jewellery players in the Indian market, Tanishq is considered to be a
trendsetter. When it was launched in 1995, Tanishq began with 18 carat jewellery realizing that
such jewellery did not sell well in the domestic market; the 18 carat jewellery range was
expanded to include 22 carat and 24 carat ornaments as well.

1.3) About Tanishq Rohtak showroom:

Tanishq Rohtak is a top player in the category of diamond jewellery in Rohtak. This well
known establishment acts as a one stop destination servicing customers both local and
from other parts of Rohtak. The belief that customer satisfaction is as important as their
product and services has helped to garner a vast base of customers which continue to grow
day by day. It is at J Square Complex Near Mansarover Park, Delhi road which makes it
easy for first time visitors in locating this establishment. It is known to provide top services
in different categories like:- gold jewellery, silver jewellery, diamonds, gemstones, pearls,
ruby 24 carat, women 1 gram gold jewellery. It offers a wide range of products and
services to cater the varied requirements of their customers.

1.3.1) TANISHQ PRODUCT LINE

1) Tanishq diamonds:-
The sparkles of diamonds have always attracted the human eye. Finding the perfect piece
of diamond jewellery is an exhilarating and unique experience. As with any significant
purchase, it is important that you make an educated decision. Cut and crafted with utmost
care, Tanishq diamonds come with a certificate of authenticity, stating the cartage, court
and clarity of the stone, to enable you to know exactly what you are paying for. No
gemstone expresses human emotions more powerfully than a Diamond and Tanishq
transforms these precious stones into breathtaking Masterpieces, each unique and
splendid in design. Diamonds at Tanishq you will be spoilt for choice from many
collections we have to offer.

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2) TANISHQ GOLD :-
From the traditional Harames, mangal sutra and thali to the more fashionable earrings,
chains, bracelets and rings, there is a lot to choose from at Tanishq. In India Gold has
always been associated with security and is the most valuable form of investment.
However, it has been observed that consumer is an easy target to several malpractices
like under cartage, under valuation of the gold sold and unfair buy back policies due to
the lack of awareness about these issues. Tanishq propagates ethical practices not only by
assuring the customer purity and selling policies, but also fair policies to the karigar who
craft the jewellery. Tanishq designs in pure 22k gold are not only unique, expressing the
wearers individuality but each piece is subject to the intricate process of design, crafting
and stone setting with stringent quality standards at every point.
At Tanishq, we cater to every occasion. Our collections in gold abound from the
grandiose wedding collection to exotic kundan and Polki, from the stunning Aarka
collections to the exclusive Nakashi work; we ensure that we have something for
Everyone with our baby range, 9 to 5 for the working women & high fashion, men’s
wear, teens collection and regional specific designs.

3) TANISHQ PLATINUM:-
Pure: Platinum’s purity endows it with a brilliant white luster. This helps to reflect the
true radiance of diamonds. Because it is generally 95% pure (18 carat gold is 75% pure),
platinum jewellery does not fade or tarnish and keeps it’s looks for a lifetime.

Rare: Platinum is rare the coveted treasure of discerning individuals. There is very little
platinum on this earth and it is found in very few places around the world. This exquisite
is 30 times rare than gold platinum’s rarity makes it exclusive and distinctive – a
celebration of your individuality.

Eternal: Platinum jewellery is the perfect choice for a lifetime of Everyday wear.
Platinum does not wear away and holds precious stone firmly and securely. All precious

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metals can scratch, and platinum is no exception. However, the scratch on a platinum
piece is merely a displacement of the metal and none of its volume is lost. Some of the
world’s most famous gems are set in platinum, such as the Kohinoor diamond, part of the
British crown jewels. Platinum and white Gold are distinctly different materials and
must not be confused. Platinum is a metallic element while White Gold alloy, which gets
its White Color due to palladium or nickel. Tanishq platinum represents excellent value
for money. The price may be higher than a similar item in gold but platinum is pure, rare,
enduring, beautiful, luxurious, classic, and the perfect host for diamonds; previous
qualities that make it worth paying that little bit extra for.

1.3.2) TANISHQ COLLECTION:

1) THE DIAMOND COLLECTION :

No gemstone expresses human emotions more powerfully than a diamond after all, a
diamond is timeless and finding your perfect piece of diamond jewellery is an
exhilarating and unique experience. Cut and crafted with utmost care the diamond
collection renders each piece eternal.

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2) THE WEDDING COLLECTION:

The bride blushes; everyone around smiles; the shennai announces festivity she walks
demurely; a vision of beauty; her jewels are exquisite; crafted by the best in the land; as pure as
the blessings bestowed on her.

3) THE ZOYA COLLECTION:

Intricacy coupled with the simplicity; the magnificence of history inters woven with
linear contemporary; secrets of the pharaoh are masked with the mystery of the
cosmos;
Oriental art embellished with occidental architecture; nature’s bounty matched with
mans ingenuity.

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4) The fashion earring collection:

The fashion earring collection has a range over 300 exclusive designs. Keeping in
tune with the ranging popularity that earrings currently enjoy the Tanishq design team
has created the fashion earring collection, inspired by the evergreen jhumkas or
karnaphools and the trendy chandelier and delicate stiletto designs.

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5) The kundan and Polki collection:

Influenced by the Mughal era kundan work requires special craftsmanship and a myriad of stages
each crafted by a different set of highly skilled karigar Tanishq as a revitaliser of traditions
brings to life techniques and motifs of the period through our exquisite collections of kundan and
Polki. It is difficult for jewellery to ensure the purity and correct gram mage of the product since
it involves so many stages. However Tanishq ensures the cartage and net weight of the product.

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6) The colors of royalty collection:

Colors of Royalty a range of exquisite studded jewellery reminiscent of the magical Victorian
era. The collection is inspired by the classic design essence and sensibilities found in the
architecture, fashion design drapes and patterns of the Victorian period.

Tanishq has incorporated the timelessness of these styles into exquisite jewellery designs to
present a collection where fashion and tradition converge. This line of precious stones and
diamond jewellery in 18k from Tanishq comprises more than 200 pieces and is by far the largest
studded collection launched by us. This exclusive collection was launched at the Ponds Famine
Miss India 2006, where the 25 finalists wore it. The colors of Royalty is a line of exclusive gems
and stone studded jewellery that reflects the grandeur of India’s rich past represented through
the varied meanings associated with colors in our lives.

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7) THE MOHAM COLLECTION:

The collection comprises designs, motis inspired by nature that have been beautifully
crafted to make them the most desirable possession this season. Mohan is a range of
exclusive ruby studded jewellery that embodies the auspiciousness the color red has
in our lives. Rubies have been associated with prosperity, passion and have been the
most coveted gemstone for many years. It is a must have for a Indian women. This
range attempts to strike a balance between convention and fashion by creating
designs suitable for the progressive Indian woman, rooted in her tradition.

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1.2.3) TANISHQ FOR YOU:

At Tanishq it’s not just the product it’s the experience that matters. We make sure that we
give you the premium quality of not only product but service as well. Tanishq not only has
an exquisite range of designs to meet all your requirements we also offer the benefits of any
modification or customization on products.
There are host of value added services that you can avail of at Tanishq like the Golden
Harvest Savings Scheme, Gift voucher purchase, Exchange of gold and diamonds etc.

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1) Golden harvest saving scheme :

Tanishq “Golden harvest Saving Scheme” is one of the most lucrative savings schemes,
which enable to save each month with Tanishq and plan for wedding jewellery purchases.
Your monthly installments are safe with us, whereas savings at home could easily get spent.
This scheme provides you with much better returns than other saving options like bank
deposits or post office savings schemes. In addition, Tanishq special bonus at the end of the
scheme period helps you stretch your jewellery budget.

2) Exchange policy in Tanishq :

Exchange your old jewellery for new with Tanishq Most retailers have a differential buy
back or different rates for selling and buying gold jewellery. At Tanishq, a single gold rate is
maintained for buying or selling gold jewellery. 8% of the value is deducted for costs involved
with testing, refining and taxes for the jewellery given by the customer. When you exchange
any Tanishq gold coin with jewellery, you get the benefit of the current gold rate and full value
exchange without deduction. When you exchange any other banks gold coin with jewellery
there is a 4% deduction on value. This deduction is made for handling and transportation costs
and for refining the metal received on exchange.

3) Gift vouchers:

Gift Vouchers make the perfect gift for friends and family. These are available at all Tanishq
showrooms across India and are also redeemable across the country, Gift vouchers are
available in the following denomination Rs. 2501/- , Rs. 500/- , Rs.10001/- , Rs.25001/- so
now you no longer need to worry about gifting your loved one, something of her choice!

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4) Purity checks :

Purity checks allow lovers of the yellow metal to test the purity of the gold they already own.
Playing a significant role in this is the karat meter which is the most scientific measure of
purity in the world. It uses X-rays to give an exact reading of the purity of the gold in just three
minutes giving the consumer an unmatched benefit when buying or selling gold. It is in fact the
most scientifically proven means of testing the purity of gold.

1.4) Consumer perception about Tanishq brand

Basic product awareness – different from

unbranded jewellery / fashionable

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1.5) Factors that influence Consumer perception towards Tanishq Jewellery

1. Payment Options: Branded jewellery stores give a lot of flexible options for payment like
Easy monthly installments, credit options, etc. that attracts the consumers towards making
purchase decisions. Also, the branded jewellery retail stores have attractive pricing policies that
enhance sales.

2. Purity: Branded jewelers boast of purity certifications. They are certified by the concerned
authorities and have the proof to accompany with it. This builds trust
in the brand and attracts the consumers towards it. As in case of jewellery, purity is something
that cannot be compromised with. So, one of the USP of Branded jewellery is the purity
certification and marks that come with it.

3. Variety of Designs: As the branded jewellery retail stores are large scale, they boast several
designs and showcase huge variety that might actually baffle the consumers. But the designs
are classy, modern and contemporary as per the global standards that one can just not ignore.

4. Brand Image: This goes without saying that one of the most significant factors behind
purchase of branded jewellery is the name and reputation that is tagged along with it. This
offers a sense of satisfaction and pride to the consumers after purchase.

5. Service and Display: As the Branded jewellery stores are more technical and business
oriented, they do not miss on any aspect of attracting the customers. A suitable marketing mix
is formulated to lure the customers. Pre-sale, whilst sale and post-sale service, all are kept in
mind and properly delivered so as to form a loyal customer base that keeps returning back for
purchase and ensure continuity of sales and hence, profits for the company. Resources are well
spent on the display as well as these stores are centered on attracting customers and showcasing
their designs in the best possible designs. Display becomes one primary magnet that attracts the
customers to come marvel at the gorgeousness of the plethora of designs available.

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1.6) SWOT ANALYSIS

SWOT analysis of Tanishq Jewellery analyses the brand by its strengths, weaknesses, opportunities
& threats. In Tanishq Jewellery SWOT Analysis, the strengths and weaknesses are the internal
factors whereas opportunities and threats are the external factors. SWOT Analysis is a proven
management framework which enables a brand like Tanishq Jewellery to benchmark its business &
performance as compared to the competitors. Let us start the advance SWOT Analysis:

STRENGHT OPPORTUNITIES
 Purity (karat meter)  Global market
 Distribution network and  Low cost jewellery
retailing store  Customized jewellery designs
 Award winning designs  Concentrate on Gen-X by having
 Diversity in jewellery gold / trend jewellery
diamond/platinum  Expand retail store
 Competitive prices
WEAKNESS THREATS
 Capture Rs 70,000- crore  Competition
 Escalated gold costs lower  Lack of skilled workers
margins  Gold not seen as source of
investment

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1) Strength:
Purity of the jewellery through karat meter is still the sign of total purity. Distribution network and
retailing store are in place for the company with 395 stores countrywide. Mind boggling/award
winning designs have come for the company. Diversity in jewellery gold/diamond/platinum
enhances the product range of company. Company also have competitive prices for the entire
product ranges as compared to the competitors.

2) Weakness:
Capture Rs 70,000-crore Indian jewwllery market. Tanishq comprises a small share of overall Rs
70,000-crore Indian jewellery market and hence it needs to increase its market share in this huge
market. Escalated gold costs has caused lower margins is to push sales as much as possible.

3) Opportunities:
Global market like USA needs to be looked at. Low cost and easy to wear jewellery should be
further promoted. Customized jewellery designs should provided to the customers. Concentrate on
Gen-X bt having trend jewellery. Expand retail store in India to further increase reach.

4) Threats:
Competition from local jewellers all over India. Lack of skilled workers in jewellery industry. Gold
is no seen as source of investment. People are more concerned about designs and luxury

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1.7) COMPETITIVW LANDSCAPE

TANISHQ JEWELLERY Competitors:

There are several brands in the market which are competing for the same set of customers.
Below are the top 4 competitors of Tanishq jewellery:

Reliance Jewellers Company

Kalyan Jewellers
PC Jeweller
Shubh Jewellers

All these jewellers have something in common and that is trust. All of these brands are highly
reputed and trusted all over India. Another thing to notice is that amidst a cut tight competition
Tanishq still has a reputation among all others and this is major because Tanishq is a branch
of Titan.

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TASK ASSIGNED & WORK PLAN

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CHAPTER 2 TASK ASSIGNED & WORK

PLAN

1. Task assigned

Date Task assigned

05-09-2022 Preparation of Questionnaire

08-09-2022 Selection of Method of deriving Information

09-09-2022 Collection of Data

15-09-2022 Analysis of Data

24-09-2022 Interpretation of Data

04-10-2022 Find out the popularity of Tanishq as a brand

14-10-2022 Analyze factors that affects the customer perception

2. Work plan
PREPARATION OF QUESTIONNAIRE – The first task is to prepare
questionnaire. Questionnaire must be customer oriented. It must have qualities which
can easily define perception of consumers towards brand. It must include following
questions –

 Motive for choosing brand?

 Product they buy mostly?

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 Are they willing to pay for better design &quality Oellery?

 Are they satisfied with price and quality?

 Which factors affects their perception towards brand?

Also preparatory have to follow certain steps to design Questionnaire. There are nine
steps involved in the development of a questionnaire:

1. Decide the information required.

2. Define the target respondents.

3. Choose the method(s) of reaching your target respondents.

4. Decide on question content.

5. Develop the question wording.

6. Put questions into a meaningful order and format.

7. Check the length of the questionnaire.

8. Pre-test the questionnaire.

9. Develop the final survey form.

Selection of Data collection method – Data collection is the methodological

process of gathering information about a specific subject. It’s crucial to ensure
your data is
complete during the collection phase and that it’s collected legally and
ethically. There are various methods of data collection –

 Questionnaire

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 Interviews

 Focus Groups

 Observation

 Online Tracking

Collection of Data – After deciding the method of data collection,

preparatory have to collect the data from consumers either in the written
or in the oral form.

Analysis of Interpretation of Data – After collecting data analyst analyze

the data to get more understanding about the consumer prospective and
then interpret it in the easiest form.

Find out the popularity of Tanishq as a brand – The next thing analyst
have to do is to find out the popularity of Tanishq as a brand in different
consumers, how they came to know about Tanishq.

Analyze factors that affects the customer perception – There are

various factors which affects a consumer perception towards a particular
brand such as exclusive and unique jewellery, quality of jewellery,
packaging .

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OBJECTIVE AND SCOPE OF THE STUDY

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CHAPTER 3
OBJECTIVE AND SCOPE OF THE STYDY

3. Objective of the study

The aim or objective of this study is as follows:-

1. To find consumer perception towards Tanishq jewellery in Rohtak city.

2. To find out the popularity of Tanishq as a brand in Rohtak city.
3. To analyze the factor that affects the perception of consumer

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4. Scope of the study

Precious metals like gold, silver, and others is being won as ornaments by many people all over the
world and especially in Indian culture heritage and custom has influenced to a very great extent.
Gold jewellery as a business and a trade is growing at a very rapid rate. Rohtak has witnessed the
growth in the form of branded jewellery products. This study covers jewellery items covering gold,
diamond, silver, platinum pearl, and other precious stones. The study covers the perception of

consumers towards TANISHQ ROHTAK & also finds the popularity of Tanishq brand in
Rohtak. . Branded jewellery products offered by Tanishq in the selected study area are studied in
detail. Thus it is helpful in knowing the effectiveness of brand promotion and communication.
With this the further strategies can be made accordingly.

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CONCEPTUAL DISCUSSION

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2) CONCEPTUAL DISCUSSION

Consumer Perception
Consumer perception refers to how consumer view a certain product based on their own
conclusions. These conclusions are derived from number of factors, their own personal
experience or how they have heard other people experienced the product. This perception may
vary based on the customer or a certain demographic of customer. The internet has transformed
how people experience brands and builds their perceptions social media and review websites
provide access to reviews and details that help customers form their own perceptions about
brands and their products.

It is a marketing concept that encompasses a consumer’s impression, awareness and

consciousness about a company or its offerings. Consumer perception is typically affected by
advertising, reviews, public relations, social media, personal experiences, and other channels.
Consumer perception can determine the success or failure of a business.

For example :- if a certain restaurant has a reputation as being the best pizza place in town , the
general consumer perception in the town might be that you should go to the restaurant if you
want a good pizza. This sentiment can strongly influence the pizza shop’s ability to make profit.
On the other hand, if consumer’s have negative views about company it could seriously hamper
revenue success. For instance if a hardware store becomes known for cheap, shoddy products
consumers might avoid purchasing its goods unless they cannot afford higher quality products.
The success of a business depends upon its ability to attract and retain customers that are willing
to purchase goods and services at prices that are profitable to the company consumer perception
describes how customers and potential customers view a company and its products and services
consumer perception is important to business since it can influence consumer behavior which
ultimately affects the profitability of a business many businesses spends large amounts of
resources to influence consumer perception.

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Literature Review

Adhikari, Atanu et.al in their research paper titled “Tanishq: Bringing Jewellery to Daily Life”
studied the leading jewellery brand from Titan, a TATA group company. Their range named Mia
that focuses on everyday wear type of jewellery mainly catering to working women. They offer
9 to 5 collections and everyday collections. Tanishq studied the market and identified that
everyday wearable jewellery for around 5 million working women is limited and hence,
this opportunity must be tapped to enter the market and attract this target audience.
Tanishq tailored their marketing mix keeping in mind these working women which was a
challenging task but Mia range is successful in doing so. This case also provides a perfect
example of how a company struggles to enter a traditional market when launching a new product
with various challenges in the business environment. Business strategies must be formulated to
cater to the target segment. The product positioning, selection of channel, pricing and
customer segmentation are some nodal points to be worked upon to tap this market.
The objective of this study was to understand all the challenges that a branded jewellery retailer
faces when it launches a luxury product for everyday use. Also, it aimed to understand the
reasons behind the segmentation, targeting and positioning of the Mia range by Tanishq along
with understanding the experience marketing in an emerging country like India.

Bhat, H. in his report “Growing the Branded Jewellery Market: An Indian Experience” majorly
talked about the growth trajectory and strategies employed by Tanishq as he being the Chief
Operating Officer of Tanishq has all the right information and experience in the same. Tanishq
being the largest Indian brand has shown tremendous growth in just the past 4 years. It was
launched in 1996 and is a part of the TATA group of companies. It is one of the fastest
growing consumer businesses in India. In the report, it was also shown that majority of the
Indian jewellery sector is in the hands of unorganized players and only a fraction of the market
is in the hands of Branded jewelers. If the branded jewellery market grows, the whole jewellery
industry grows and Tanishq is one of the brands that have shown a great growth potential. The
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value and premium attached to the branded jewellery is one of the attractive characteristics

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along with the positioning of the brand of jewellery. The branded jewellery stores not only
present jewellery as an investment avenue but also make it an exciting and vibrant category for
adornment or fashion. A consumer-driven perspective is sure to help the retailers as it did to
Tanishq. Looking at the consumer needs and preferences and formulating a marketing approach
to cater to it helps to attract customers. As always, innovation is the key. Also, tapping the
festivals and other special occasions to their advantage is one of the biggest opportunities in
the market to increase sales. Significance of gold will never change for the Indians and this
sentiment needs to be properly used in all the marketing campaigns.

Ramchandaran, K.K.& Karthick , K.K in their paper “ a study on the perception of

customers towards branded jewellery” found that branded jewellery products have formed a
sort of revolution in the field of jewellery market. The main attraction of branded jewellery is
that it has a unique style of their own that differentiates them from unbranded jewellery.

Chaisuriyathavikun, N. and Punnakitikashem, P. in their research paper titled “A study of

factors influencing customers’ purchasing behavior of gold ornaments” aimed to study the
factors in detail that affected the purchase intentions and decisions of a customer when it comes
to gold ornaments. Consumer perception and consumer behavior was described in detail in
this paper. Reference groups, gifting and buying occasions was seen to have a direct impact on
the purchase intentions along with the expected future value. Consumers are more likely to
depend on the information given by their reference social groups in order to come to a final
purchase decision. Gold ornaments were observed to be bought more likely during festivals and
special occasions, also as a gift to themselves or others. Thai consumers believed that the gold
value will increase and hence, they were more driven to purchase gold ornaments as an
investment avenue and securing their future needs. It was suggested that the marketer needs to
implement a referral program in which a customer recommending another customer will get a
reward owing to the effect of reference groups on purchases. Marketing campaigns should be
heightened during special occasions like Valentine’s Day, etc. Self-adornment and investment
are the two main reasons that can be used to promote the sales of gold ornaments.

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Deveshwar A. and Kumari R. in their research paper titled “A study on Customer preference
towards branded jewellery” aimed to find out the preference levels of customers when it comes
to branded jewellery and the several ways it can be increased. The Analysis found out that most
of the customers that preferred branded jewellery resided in urban areas. People belonging to
rural areas still preferred unbranded or local stores. It was also found out that marital status had
a direct impact on the preference of branded jewellery, married consumers being bent towards
branded jewellery. Majority of the consumers that preferred branded jewellery were found to be
aged 31 to 40 years. Also the majority of the consumers that preferred branded jewellery
were found out to be graduates or post graduates. Government employees were more likely to
spend on branded jewellery followed by private employees and self-employed. Monthly income
was found out to be directly and positively linked to the preference of branded jewellery.
Through the analysis it was found out that customers’ preferences are rapidly changing and they
are being more inclined towards branded jewellery over unbranded jewellery. It was suggested
that Jewelers should try to provide better quality and service at reasonable prices along with
making personal contact with the customers to ensure a long lasting relationship. Timely
feedback from all the customers should be taken and there should be a customer complaint
Centre for addressing the complaints of displeased customers. Customers should be informed of
the several special offers, designs and given cards for the same. Advanced methods of
advertisements should be used to create awareness about the brands and favorably drive the
customers towards their brand. It was suggested that after sales service and exchange facility at
minimum cost should also be provided.

Devi, N. Y and Gomathy, C. in their research paper titled “A study on Consumers’ Awareness
and Perception about Branded jewellery” aimed to understand the level of awareness among
consumers towards branded jewellery and the perception they hold about the same. Majority of
the respondents were found to be females between the ages of 36 to 45 years of age and majorly
they were all literate. More than half of the consumers held a good opinion about the branded
jewellery and were aware of Tanishq brand. Branding was found to be a very important tool to
create awareness among the consumers and consequently increase the sales of the products and
services. Purity, quality, durability and several other standards of jewellery are linked to brands.
Further it was also found out that the consumers held a very good opinion about branded
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jewellery and especially for a brand like Tanishq. Only the price factor seems to be a hurdle in

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attracting more customers when it comes to branded jewellery. As branded jewellery is priced
high, the consumers hesitate in their purchases, so it will be beneficial for the stores to reduce
their prices or offer schemes, discounts or installment facilities to attract more customers.

Patait, A. in his research paper titled “Consumer Buying Behavior towards Tanishq” aimed to
help the marketers to formulate strategies for promotion and sales by assessing the consumer
buying behavior. Consumer behavior, motivating factors behind purchase, consumer satisfaction
and consumer perception was studied under this in relation to Tanishq jewellery. Gold was the
most preferred form of jewellery followed by diamond, silver and platinum. Majority of the
respondents were found to prefer Tanishq. The other preferred brands were Gitanjali, Nakshaktra
and D’damas. The reasons for purchase of jewellery were found to be household use,
marriage occasions and investment purposes. Gifting and religious occasions were also found to
be minor reasons for the purchase of jewellery. Majority of the purchasers made purchases
frequently and not very frequently. Newspaper was found to be the main source from which
brand awareness was created along with word-of-mouth from friends and family, television,
magazines, and hoardings. Design was the most preferred factor when it comes to purchasing
jewellery. Purity, price of gold, service, and brand name also played a role in the
purchase decision. Rise in gold prices was found to have a significant effect on the purchase
behavior of consumers. Tanishq was found to be a preferred brand because of its designs, buy
back policy, brand name, cost, loyalty programs, service and reliability. Rings and bangles were
found to be the most purchased jewellery items followed by chains, earrings, jhumkas, necklaces
and mangalsutra. Majority of the respondents agreed to the fact that the making charges are high.
Majority of the respondents were satisfied with the designs of Tanishq, buy back policy,
company sales executive. The areas where Tanishq
Needs improvement are cost, credit facility and personal relations. Loyalty programs benefitted
majority of the respondents. Ambience and quality of the store was found to help in creating
consumer satisfaction.

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Sanjula, N. C. in her research paper titled “Consumer Perception of Branded Jewellery in India”
analyzed the different factors that influence customer perception and preferences in terms of
branded jewellery. It was aimed to understand and help the marketers understand the customers’
expectations, perceptions and preferences that will help the marketer to develop an
appropriate strategy to promote branded jewellery. Age, income, religion, gender,
education level, attitude, culture, etc. make a great impact on the consumer behavior. The needs
of Indian women are constantly changing with the changing trends and hence, the jewelers need
to keep that in mind and adapt accordingly. Comparison between branded and non-branded
jewellery in terms of quality, price and reliability was also made in this study. The level of
awareness that exists about the brands in the market, the level of customer satisfaction after
a purchase and providing recommendations for increasing both was also aimed at through this
study. It was found out that 80 percent of the respondents were interested in branded jewellery
purchases. Majority of the people were found to purchase jewellery for investment purposes.
Mostly people prefer branded jewellery owing to their designs, purity, image and
recommendations by friends and family. Also, the promotional offers and discounts provided by
the branded jewelers attract the consumers. Good customer service, advertisements, variety of
products and good quality contribute towards selecting a brand by the consumers. Even though
branded jewellery at an infant stage, it holds great potential and has a wide market which is sure
to bloom in the coming years.
Gomathy, C & Devi Y in their paper “a study on consumer perception and awareness about
branded jewellery” examined that maximum number of customers are aware of branded
jewellery. Tanishq brand is the most preferred brand by the customers.

Rawal .K.R in their research “ a study of consumer buying behavior” for purchasing of
jewellery from branded retailers determined the factors influencing consumer behavior and
perception to select branded jewellery. This study helps to get an idea about the consumer
perception and attitude of consumer towards branded jewellery.

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RESEARCH METHODOLOGY

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5) RESEARCH METHODOLOGY

5.1) INTRODUCTION

This chapter deals with research methodology, meaning tools, techniques, methods applied to
find and analyze the data in our research work. For that we need to understand what research
is? Research, as the name suggests, is the RE-SEARCHING of information from different
perspectives to gain knowledge. Research is an exercise to gain knowledge and ultimately to
spread knowledge. It acts as a base to solve the query. It is continuous, dynamic and requires
skill to solve the problem. Research methodology is the set of activities and methods, devised
to attain or solve a particular problem or query, to gain knowledge. It is a set of various
activities like problem definition, area definition, sampling, tools and techniques, data
analysis, finding result, deduction and conclusion.

According to ROBERT ROSS “Research is essentially an investigation, a recording and

analysis of evidence for the purpose of gaining knowledge”. Above definition clearly defines
the meaning of research in a practical and clear manner.

5.1)

5.1.1) Significance of Research

The importance or significance of research is as follows:

1. Clarification of doubts

Research is carried out to clarify and remove the doubts of researchers and the other
parties associated with it. It is a great tool to clarify the doubts and this leads to
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progressive path.
2. Helpful in framing policies

Research is helpful for the government in making or framing various policies for the up
liftmen of the society. This is helpful in performing work properly. Examples are like
budget, financial policies.

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3. Helpful in taking protective measures

With research prediction can be based. On the basis of these predictions protective
measures can be taken well in advance to avoid any future course of mis-happening. So it
acts as a base of protective remedy.
4. Business updating

Research helps the businessman in identifying and to determine the potential consumer base,
various trends in business, potential losses or profit, market trend etc. So it is helpful in
updating the business activities.

5. Prevent future failure:-

Research is an effective tool to prevent future failure or losses. Through research one
can get to know the need to change. With this one can form a strategy to combat
competition and make strategy to expand.
6. Better control
With research one can have a better control over the situation because it is based on
observation and experimentation. With this future predictions are made, which gives
better hold and control.
7. Scientific planning

Research is based on scientific methods. It is based on proper principles, thus it is

helpful in proper scientific planning to solve any problem in a scientific way, in a more
rational way.

5.2) Conceptual Framework

This research work deals with the analytical study of consumer perception towards
TANISHQ jewellery in ROHTAK city. Basic idea behind this research is to find the
viewpoint or perception of consumers regarding Tanishq jewellery to understand them better.
This research explores to understand the factors that influence the perception of consumers
when they wanted to buy jewellery from Tanishq. It also find out the popularity of Tanishq
as a brand in Rohtak city.

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Jewellery industry is highly fragmented. In this market how Tanishq is creating their niche
and place is important to understand. It is very important to know the outlook of consumers
towards Tanishq in Rohtak city. It is very interesting to know the kind of behavior or
perception consumers depict while making buying decisions.

5.2.1) Research Design

This research work is designed and is based on the following concepts:

1) Recognition of the problem

2) Defining the problem
3) Collection and analysis of literature review from various sources to review the study
4) Collection of data
5) Operating the data using various statistical tools and techniques.
6) Analysis and interpretation of data
7) Findings, Result & Conclusions.

A research design is the specification of methods and procedure for acquiring the needed
information. For the research study to be accepted, the procedure for conducting it should be
significantly expressed. The whole plan should be defined effectively so that the researcher can
have reasons in favor of some facts and some against other. As there is a statistical technique for
different research study, so it is highly essential that the procedures and techniques to be applied
should be explained carefully. The present study is based upon exploratory research. The
methodology I m adopting for collection of data is survey method. For conducting the research
I have prepared well structured questionnaire keeping in mind the objective of study. The study
is based on both primary and secondary data.

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5.3) Sample Design

In sample designs following three aspects are highlighted:

1. Determination of sample unit

2. Determination of sample technique
3. Determination of sample size

5.3.1) Sample Unit

Sample units are the members of the population from which measurements are taken during
sampling. It consists of the individuals who prefer branded jewellery specially Tanishq jewellery
in Rohtak city.

5.3.2) Sample Size

Sample size refers to number of elements to be included in the study. By sample size we
understand a group of individuals that are selected from the general population and are
considered as a representative of the real population for that specific study. In this study the
sample size of 200 respondents is to be taken by using random sampling technique.

5.3.3) Sample Technique

It is the name or other identification of the specific process by which the entities of the sample
have been selected. For the present study the techniques of convenience sampling is used a due
consideration should be given to the data collection so that the conclusions comes out to be
accurate.

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5.4) Data Collection

Data is the essence of any research. It is the combination of facts and information to reach any
conclusion. So we can say that data collection is an important part of any research. It included
collection of primary and secondary data. The primary data is collected with the help of
observation, experiments, interviews, survey and questionnaire schedule. The secondary data is
collected with the help of research papers, newspapers, periodicals, journals, thesis, government
publication and website. If data is not collected in an adequate manner, then it will produce the
wrong result. In this way the purpose of the research will not be solved. One should be very
careful while collecting the data.

There are two types of data. One is primary data and other is secondary data. Primary data is
first hand data. This data is fresh and collected for the first time. Secondary data is that which is
already collected, publisher or unpublished but easy to get. This data is collected by someone
else.

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4
5
5.4
5.4.1) Primary Data

It is first fresh hand data collected by researcher to solve the problem. It is the original
information from original source. Features of primary data are:

 Original data

 Based on different needs of the consumer.

 Expensive

 Time consuming

 Bridges the gap of the secondary data

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 It is reliable, accurate, updated and trustable

 Provides in-depth knowledge and information about the project.

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 Improves the quality of research work

 Requires proper skills, experience, patience and qualified person to collect it.

 Acts as a foundation for any research work.

 Ensures the participation of respondents.

 Collected by different methods such as interview, questionnaire, and survey.

5.4.2) Methods of Primary Data

Primary data is collected through three means one is survey method which is also called field
investigation method; other is observation method and last is experimentation method.

a. Survey Method

In survey method data is collected through survey, questionnaire, and personal interviews.

b. Observation Method

In observation method monitoring is done. Observation means recording or events as and when
occurs in the environment. It can be live observation which is in front of the eyes or it can be
mechanical. Video monitoring is very popular. It keeps on recording the events as well.

c. Experimentation Method
In the experimentation method the data is collected either by means of field experiment or by
means of laboratory experiment. Field experiment is usually in the market place and laboratory
experiment is in controlled conditions.

In this research the primary data is collected through well defined

questionnaire schedule.
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5.4.3) SECONDARY DATA

The data which is already collected by someone else and is readily available is called secondary
data. Generally in a research, secondary data is collected first and reviewed to gain the
background of the research study. It is an important part of any research. It can be said that this
data is actually borrowed from other. It is massively used in research work and is available in the
form of government, census report, publications of financial institutions, banks, educational
institutions etc. secondary data can be borrowed from two sources. One is internal source and
other is external source. Internal source is which is extracted from the internal or old records of
a institution or company like old invoices, balance sheets etc. and external source is trade
journals, academic publications, banks and other financial institutions. Features of secondary
data are:

a) Secondary data are easy to collect from published sources.

b) Secondary data provides base for the study of any research work. In fact it is studied first
than primary data.
c) This data is not fresh or we can say it is not new. It is already explored and recorded by
other researcher.
d) This data provides support function to the research work or to the primary data.
e) Secondary data should be used only after doing thorough background check.
f) It should be relevant to the research study.
g) It is easily available, quick and less costly.

h) This data is time saving and easily available.

i) It is useful for comparing with the primary data. After which one can make inference and
draw out conclusion.
j) It is helpful in speedy coverage of research work. It provides base for evaluation of
research findings.
k) It acts as a supplement and supportive tool for research study.
l) There can be absence of reliability in some cases regarding secondary data.

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m) It may or may not relevant to the study. Efforts should be made to find the correct and
reliable finding source.

5.4.4) Sources of secondary data collection

Secondary data is collected through various sources such as published printed source, published
electronic source, Government records and through public sector records.

a) Published Printed source

As the title suggest the published printed sources are the one which are recorded and published in
hardcopy format. It can be attained from books, various journals and periodicals, from
magazines and from newspapers. They are easily available and quite handy and useful.

b) Published electronic source

The data which is available in published and recorded electronic format i.e. in softcopy format is
called published electronic source. The matter is available online through e- journals and in
websites or in the form of weblogs. They are readily available. Easy to download and can be
copied in a small pen drive or in CDs. They are handy and easy to carry.

c) Unpublished Personal Records

Sometimes data can be found in some personal letters, diaries which are not published. This can
be used for the study if it is relevant for the research project.

d) Government Records

Government collects data from time to time to frame various policies and for their official
records. It acts as a great source of secondary data. They are in the form of census data, various
health records, statistics of population and records of various educational records.

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e) Public Sector Records

Apart from Government records there are several data being collected by other organization.
There are various NGO’s who collect data. Various companies collect data for their reference
and for the reference of other stake holders. Then comes financial institutions like banks and
NBFCs who collect data. They act as a great source of secondary data collection.

In this research secondary data is collected through research papers,

government publications, books, journals, online content, newspaper

reports and news.

5.5) Survey Instrument

For the research work a well defined Questionnaire schedule is used for collection of data. A
questionnaire is a comprehensive list of questions which is asked by researcher to respondents. It
is an instrument for collecting data in uniform and comprehensive manner. Questionnaire is
considered as a tool not a method. It is a well planned list of questions which researcher wishes
to know. It is a reliable tool of collecting quantitative data.

5.5.1) Questionnaire

“A Questionnaire is simply a formalized schedule to obtain and record specified and relevant
information with accuracy and completeness”.

It is a set of questions arranged in a suitable and correct manner to collect data or information
from the respondents it is an integral part of any research. A good questionnaire is the foundation
or a backbone of any research study. It can be said that it is an integral part of any research. It
collects data on the subject matter of the research.

Questionnaire formation is an art rather than science. One needs to be skillful, knowledgeable,
and tactful and should have practical approach to make it. Features of questionnaire as a tool are:

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 It is useful in collection of a wide range of data in a comprehensive manner.

 Questionnaire collects data in a uniform fashion. There is consistency in data collection.

 Questionnaire is a convenient way of data collection. It is convenient for both researchers
and for respondents.
 It is useful in coverage of a wide geographical area in an orderly and easy manner.
 A questionnaire can be mailed to the respondents or it can be filled for the respondents in
the way of schedule. This makes data collection easier.
 It covers personal, demographic, sentimental, economic, behavioral
and even emotional matter through respondents with much
effectiveness.

 It is useful in collection of data from wide array of respondents which are large and
scattered.

For this research work the tool used for data collection is Questionnaire
schedule.

5.5.2) Questionnaire Design

The questionnaire for this research has been carefully designed. It is designed to achieve data for
our objective. It is divided into three sections. Questionnaire starts with addressing the
respondents to fill the questionnaire along with the purpose of the questionnaire. It is mentioned
in the questionnaire that the research is for academic purposes and personal information provided
will be kept confidential.

First part of the questionnaire, also referred to as part A, contains the profile of the respondents.
Its components are name, sex, age, e-mail id, education, occupation, income range. Age is
classified into various groups ranging from 20-30 years, 30- 40years to 50 years and above.
Education section is classified below graduate, undergraduate, post graduate and others.
Occupation section is divided into service, not working, business and other.

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Later in this section comes the income range. Income is classified into various sections ranging
from 1lakh to 2lakh, 2- 3Lakh, 3 - 4lakh, 4lakh and above. This part of the questionnaire
represents the demographic profile of the respondents which is useful for the analysis.

Part B of the questionnaire represents the popularity of Tanishq as a brand in Rohtak

city. In this questions about brand awareness, brands which are preferred to buy jewellery from,
amount spent on the purchase of the jewellery, jewellery which is most brought from the Tanishq
store, and frequency of buying jewellery, reasons for buying Tanishq jewellery, motive for
choosing Tanishq brand. Question about repurchase of Tanishq jewellery is also included. Each
question is provided with appropriate options to choose from. Reasons for buying branded
jewellery are segregated into options like investment, fashion, occasion, festival. Brands like
Tanishq, Gitanjali, Nakshaktra, Malabar gold &diamond, pc jewelers and others were specified
for knowing awareness level and for knowing the preference to buy the branded jewellery.

Part C of the questionnaire consists of questions which represents the perception of the
respondents about Tanishq jewellery. This question is based on ten factors represented on a five
point likert scale. 1 rating is given for strong disagreement, 2 for disagreement, 3 for neither
agreement or disagreement, 4 for agreement and 5 rating is given for strong agreement. Factors
used for the depiction of perception are price transparency, quality surety, better service, packing
and branding, reputation, value for money, easy exchange and return policy, feeling of self
expression, advertisement, positive effect and sense of pride and prestige. These factors have
very well depicted the perception of consumers or respondents and in turn were instrumental in
attaining our objective.

Further questions regarding factors affecting perception towards Tanishq jewellery were
included. In this question various factors like advertisement, word of mouth, price transparency,
quality assurance, design variety, easy exchange and return policy, proper bill, sense of pride and
prestige were included.

In the end of the questionnaire the question regarding the overall rating of Tanishq store is
given. The options include the rating from very good to very bad is given. This comes to the end
of the questionnaire.

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SKILLS LEARNT DURING TRAINING

54
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3) SKILLS LEARNT DURING TRAINING

1. Communication skills

Communication is the key to success in a professional environment. I learned that it’s important to
communicate with my manager via phone, email or SMS if I have questions or if I don’t know how
to work on a task. Asking for help and clarification is better than pretending you’ve understood what
you need to do, no matter what. However, I also found that if you can Google something, then do.
Avoiding asking questions if you can find answers elsewhere is part of being a good communicator –
keep in mind that everyone’s time is valuable. As an intern, good communication will help with
productivity, efficiency, engagement and growth.

2. The benefits of networking

During my internship, I learned how to communicate and build relationships with the people I
worked with. I learned how to introduce myself, talk about my interests, knowledge and skills with
entrepreneurs and business owners, as well as how to ask questions and gain a better understanding
of businesses not only in the co-working space, but also others in the market. This process overall
helped me develop my professional network and emphasised the importance of creating these
connections. I also connected with most of them via LinkedIn, which is obviously a great networking
platform for professionals.

3. Understanding workplace culture

Culture influences communication, and as an international student, I learned that every company or
organisation has its own culture. It’s essential to observe others and learn how they engage and
interact with co-workers, or help them with projects and tasks. I quickly learned that whenever
something is unclear for me, or I don’t understand, it’s fine to ask for clarification.

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4. Enthusiasm is invaluable
As an intern, I discovered it’s essential to be enthusiastic and open to learning new skills, asking for
more work and being curious to learn and ask questions. This attitude will show that you enjoy being
part of the team and that you're keen to help. Having curiosity and enthusiasm also means that, as an
intern, you get a lot out of what you’re doing, which opens lots of opportunities.

5. Time Management
If you’ve managed to successfully take a full course load every semester and meet assignment
deadlines, to some extent, you’ve already demonstrated time management skills. But as an intern,
you’re not going to have a syllabus to tell you when your deadlines are. It’s up to you to organize
your time and produce results. Employers want to know that you can prioritize responsibilities and
recognize when it’s appropriate to multitask or focus on one particular project at a time.

6. Critical Thinking
Critical thinking refers to your ability to analyze and evaluate a situation or issue and form a
judgment. The tendency to think critically can be demonstrated by a willingness to ask questions in
order to understand an issue from all possible angles, and to pose creative solutions to challenges. 

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DATA ANALYSIS &

INTERPRETATION

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7) Data Analysis and Interpretation

4
5
6
7
7.1) Introduction

Data collected was tabulated, analyzed, and interpreted for drawing conclusions. The statistical
tools and techniques were used to analyze the data. Tables, bar diagram, pie charts etc. were used
to test the results. This is followed by conclusions and suggestions at the end.

Data analysis is a body of technique that helps to describe facts, recognize patterns, develop
explanations, and test hypothesis. The technique used in this research study is collection of
primary data, using the questionnaire containing close ended questions. The section framed of
questionnaire is of same segment but the views and questions are specific and relate to a specific
category of respondents. Total 23 questions are there in the questionnaire.

The survey was conducted in Rohtak city. Before conducting the survey the researcher informed
the consumers that their participation will be absolutely anonymous, voluntary and confidential.
Interpretation lies essentially as the useful users and utility of the researcher findings in proper
interpretation. It is through interpretation that the researcher can well understand the abstract
principle that work beneath the findings.

Primary data thus collected was systematically tabulated and statistically proved by appropriate
methods. The analysis of data has been classified into the following sections:-

 Demographic profile of the respondents

 Analysis of popularity of Tanishq brand
 Analysis of consumer perception about Tanishq jewellery
 Analysis of factors that affect the perception of consumers.
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Various descriptive and analytical tools and techniques were used for data analysis. The tool
used in this study is descriptive analysis. Descriptive analysis was done through tables, bar
diagram, pie charts, percentage.

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7.2) Demographic Profile of the Respondents

The major demographic variables considered in this study are age, gender, educational
qualification, occupation, annual income. Demography is basically a part of social science which
is concerned with the study of human populations, their structure and change ( through birth,
death, and migration), their relationship with the natural environment, and with social and
economic change. Therefore demographic study means study of both quantitative and
qualitative aspects of human population. Quantitative aspects include composition, density,
distribution, growth, movement, size and structure of the population. Qualitative aspects are
sociological factors, such as education, age, occupation etc.

7.2

7.2.1) Age of the Respondents

Age of the respondents is the primary measure for any marketing strategy to be evolved.
Effectiveness and opinion for same product or service will be different in different age group.
Branded jewellery is one such luxury product where perception and need will be different in all
age. Following are the age group, which has been taken for the study.

Table 7.1:-

Age Number of Percentage

Respondents

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20-30 107 53.50%

30-40 50 25%
40-50 36 18%
50Above 7 3.50%
Total 200 100

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Age wise classification of sample respondents

Figure 7.1:-

Interpretation:-

Age-wise bifurcation of respondents is displayed on the graph above. Maximum i.e. 53% of
consumers are from the young age group of 20-30 years, next 25% of consumer are from age
group 30-40, 18% of the consumers are from age group 40-50, 4% of the consumers are from
age group 50 above.

Maximum respondents are from age group 20- 30 and 30-40 together they are in the age group
20-40 which can be considered as a prime age where consumers start savings, think of investing,
youngsters might go for branded jewellery because it provides latest and attractive designs etc.

7.2.2) Gender of the Respondents:-

Men and women buy branded jewellery with different perceived quality. Men are more inclined
towards the return on investment, liquidity, and other financial aspects. Whereas women see

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branded jewellery as a source of richness, pride and a demonstration of wealth. Moreover wealth
demonstration is a satisfaction level of both the groups.

Gender wise classification of sample respondents

Gender Number of Percentage

Respondents
Male 102 51%
Female 98 49%
Total 200 100
Table 7.2

No of Respondents

49%
51%
Male Female

Figure 7.2

Interpretation:- The bifurcation of male and female is displayed in the above graph.
Male respondent contributed the 51% of the sample and female respondent contributed 49
percent. Male respondent contributed maximum in this study.

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7.2.3) Occupation

The occupation of an individual plays a significant role in influencing his/her buying decision.
An individual’s nature of job has direct influence on the product and brands he picks for
himself/herself.

Consumers who are employed, businessman and professionals are very much interested in
buying jewellery and are skilled to buy jewellery with different designs and models and
consumers who are housewife are attracted to buy jewellery. Occupation is an important factor
for the perception of branded jewellery. Consumers of different occupations namely business,
housewife, employed, retired have been covered in this study.

The following table shows the occupation wise classification of sample respondents-

Table 7.3

Occupation No of Percentage

Respondents

Businessman 76 38%

Employed 72 36%

Homemaker 21 10.5%

Retired 8 4%

Student 23 11.5%

Total 200 100

Occupation wise classification of sample Respondents

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Figure 7.3

Interpretation:-

The above graph highlights that 36% of the respondents belong to salaried class, 38% of the
respondents belong to the business class, 10.5% of the respondents are homemaker, 4% of the
respondents re retired and 11.5% of the respondents are students. It is inferred that most
respondents belong to the salaried and business class who are very much attracted towards
branded jewellery and they have been covered for the study.

7.2.4) Average Monthly Income of the Respondents

Monthly Income of the consumers is an important factor which determines the perception
towards branded jewellery. Consumers who belong to the high income are very much attracted
towards the branded jewellery with different designs. Monthly income is the main factor which
determines the purchasing power of the consumers and their perception towards branded
jewellery. Hence it is included as one of the economic variables.

Income wise classification of the respondents is as follows:-

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Average Income No of Respondents Percentage

Below 1lakh 41 20.5%
1-2lakh 82 41%
2-3lakh 47 23.5%
3-4lakh 30 15%
Total 200 100
Table 7.4

Income wise classification of sample Respondents

Figure 7.4

90 82
80
70

60
47
50 41
40 30
30
20
10 20.50% 41% 23.50% 15%
0
Below 1lakh 1-2lakh 2-3lakh 3-4lakh

No. of Respondents Percentage

Interpretation:

The above graph shows that out of 200 sample respondents 41% of the respondents have average
income of Rs 1-2lakh. 23.5 % of the respondents have income lies between 2-3lakh. 20.5% of
the respondents have income less than 1lakh. And 15% of the sample respondents have income

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lies between 3-4lakh. An analysis of the monthly income of the respondents has revealed that
the majority of the respondents have income between 1-2lakh.

7.3) Analysis of popularity of Tanishq Brand in Rohtak city

4
5
6
7
7.3
7.3.1) Are you familiar with Tanishq Brand

options No of Percentage

respondents

YES 190 95%

NO 10 5%

Total 200 100

Table 7.5

No of respondents
5%

5%
67

Yes NO
` 95%

Figure 7.5

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Interpretation:-

The above graph shows that out of 200 sample respondents 95% of the respondents are
familiar/aware about the Tanishq brand in Rohtak city 5%of the population are not aware about
the Tanishq brand in Rohtak city. So from the above graph we can say that Tanishq brand is
popular Rohtak city.

7.3.2) how did you came to know about Tanishq showroom

in Rohtak?

Options No of Respondents Percentage

Newspaper’s 71 35.5%

Hoardings 63 31.5%

Passing by 50 25%

E-mails 16 8%

Total 200 100

Table 7.6

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Figure 7.6

Interpretation:-

The various media from where the customers came o know about Tanishq showroom can be
analyzed from this chart as we can see from the graph newspaper has the highest viewership and
majority of the customer i.e. 71% have came to know about Tanishq from newspapers followed
by hoardings and passing by. This graph further helps the management to take decisions about
the advertising of the store.

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7.3.3) which company does you prefer when it comes to

buying branded jewellery?

Options No of Respondents Percentage

Tanishq 177 88.5%

Nakshatra 7 3.5%

Gitanjali 10 5%

Malabar Gold 6 3%

Total 200 100

Table 7.7

Figure 7.7

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Interpretation:-

Usually consumers compare between different brands on which their brand preference depends.
Pricing, promotional deals, product availability all have tremendous impact on the position of
your brands in the consumer’s preference set. It takes time however and constant re-evaluation to
build positive perception which in turn leads to brand preference. As observed the respondents
prefer the same brand which they are mostly aware. That is 88.5% of consumers prefer
“Tanishq” Tanishq is the most preferred brand among all. 3.5% of the consumers prefer
Nakshatra brand for buying branded jewellery. 5% of the consumers prefer Gitanjali, and other
3% of the consumers prefer Malabar gold for buying branded jewellery. In other words we can
say that a new change is perceived. Tanishq has captured a major jewellery market. Tanishq
jewellery provides western designs at an affordable price tag, along with the TATA stamp of
reliability. The launch of Tanishq showed a major change in branded jewellery that blitzed the
Indian market. Jewellery brands play an important role. In the present developing and modern
day, world consumerism has dominated all the aspects of life. The life in the society follows the
pattern of the capitalist culture where the human values have a different measure, you are known
by what you have not by what you are. This naturally leads to the life in a society where
everyone wants to have a unique place in the society by possessing the which sets them apart
from the rest of the people in the society. In present society and living way, the brands not only
represent the symbol of the company or product but to a larger extent define the general life of a
person. What person uses can reflect his taste of life, his status, in the society, his economic
background and many other things. This makes a deep connection between the company and its
brand, with the consumer. In this two-way relation both are dependent on each other for various
different reasons.

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7.3.4) How frequently do you purchase Tanishq jewellery?

Options No of Percentage

Respondents

Often 36 18%

Sometimes 78 39%

Rarely 40 20%

Only for special 46 23%

occasions

Total 200 100

Table 7.8

Figure 7.8

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Interpretation:-

As observed from the above graph, we can say that 39% of the sample respondents sometimes
purchase Tanishq jewellery, 23% of the sample respondents purchase Tanishq jewellery only for
special occasions, 20% of the sample respondents purchase Tanishq jewellery very rarely and
remaining 18% of the sample respondents often purchase Tanishq jewellery there is no need of
any specific occasions to buy Tanishq jewellery. They buy jewellery as and when it is convenient
for them, as per their needs.

7.3.5) you visit Tanishq for repurchase.

Table 7.9

Options No of respondents Percentage

Yes 181 88.73%

No 23 11.27%

Total 200 100

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No of Respondents
11%

yes No
89%

Figure 7.9

Interpretation:-

As observed from the above graph, 89% of the sample respondents visits Tanishq for
repurchase. But remaining 11% of the sample respondents do not visit Tanishq for
repurchase. So we can say that majority of the sample respondents visit Tanishq showroom
for repurchase. So Tanishq is the popular jewellery brand in Rohtak.

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7.4) Analyzing Perception of Consumers about Tanishq

Jewellery.

7.4

7.4.1) Perception of Consumer towards Tanishq brand

performance

7.4.1.1) Tanishq offers exclusive and unique jewellery

Table 7.10

Options No of Respondents Percentage

Yes 180 90%

No 20 10%

Total 200 100

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No of Respondents
10%

10%
Yes No

90%

90%

Figure 7.10

Interpretation:-

As observed from the above graph we can say that 90% of the sample respondents perceived that
Tanishq offers exclusive and unique jewellery. And remaining 10% of the sample respondents do
not agree this statement so we can say that majority of the respondents perceived that it offers
exclusive and unique jewellery. So majority of the respondents agree that Tanishq has a good
brand performance.

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7.4.1.2) Tanishq offers different varieties of jewellery

Options No of Respondents Percentage

Agree 180 90%

Disagree 20 10%

Total 200 100

Table 7.11

PercentageNo of Respondents

Figure 7.11

Interpretation:-

As observed from the above graph we can say that 90% of the sample respondents perceived that
Tanishq offers different variety of jewellery. But 10% of the sample respondents do not agree
this statement. So we can say that majority of the respondents perceived that it offers different
varieties of jewellery.

So majority of the respondents agree that Tanishq has a good brand performance.

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7.4.2) Perception of Consumer towards Tanishq brand image

7.4.2.1) Tanishq offers the best jewellery in the market

Options No of Respondents Percentage

Agree 160 80%

Disagree 40 20%

Total 200 100

Table 7.12

Interpretation:-

As observed from the graph we can say that 80 % of the sample respondents perceived that
Tanishq offers the best jewellery in the market. I.e. majority of the sample respondents perceived
that Tanishq offers the best jewellery in the market.

So we can say that majority of the people perceived that Tanishq has a good brand image.

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Figure 7.12

7.4.3) Motive for Choosing Tanishq Brand

Options No of Respondents Percentage

Quality 104 52

Design 46 23

Price 14 7%

Brand Image 36 18%

Total 200 100

Table 7.13

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Figure 7.13

Interpretation:-

52% of the respondents opined that quality is the major factor that influences them towards the
Tanishq jewellery products. 23% of the respondents opined that design is the major motive
influenced them towards Tanishq jewellery. According to 18% of the respondents brand image is
the major motive influenced them towards Tanishq. Remaining 7% of the respondents opined
that price has influenced them towards Tanishq products.

So we can say that motive of majority of the respondents that

influenced them towards Tanishq jewellery is Quality.

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7.4.4) Are you willing to pay for better designs and quality of

jewellery?

Options No of Respondents Percentage

Agree 188 94%

Disagree 12 6%

Total 200 100

Table 7.14

Figure 7.14

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Interpretation:-

From the above table and graph, 94% of the respondents are agreed that they are willing to pay
more for the better designs and quality of jewellery. But 6% of the consumers do not agreed to
this statement. As observed from the above graph we can say that majority of the respondents
i.e. 94% of the consumers perceived that they are willing to pay more for better designs
and quality of the jewellery.

7.4.5) Tanishq showroom and ambience is better than other

stores?

Options No of Respondents Percentage

Agree 180 90%

Disagree 20 10%

Total 200 100

Table 7.15

Interpretation:-

As observed from the table and graph, 90% of the respondents agreed that Tanishq showroom
and ambience is better than other stores. But 10 % of the respondents disagreed to this statement.
So we can say that majority of the respondents agreed that Tanishq showroom and ambience is
better than other stores.

So majority of the respondents perceived that Tanishq

showroom and ambience is better than other stores.

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Agree
Disagree

Figure 7.15

7.4.6) Is the price justified with the quality of the product?

Options No of Respondents Percentage

Agree 179 89.5%

Disagree 21 10.5%

Total 200 100

Table 7.16

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No of Respondents

11%

89% agree
disagree

Figure 7.16

Interpretation:-

As observed from the above graph, 89.5% of the respondents agree that the price of the
jewellery is justified with the quality of the product. So we can say that majority of the
respondents agreed that price is justified with the quality of the product.

Majority of the respondents perceived that price is justified

with the quality of jewellery.

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7.4.7) Does respondents buying preference change as

per the occasions.

Options No of Respondents Percentage

Agree 170 85%

Disagree 30 15%

Total 200 100

Table 7.17

No of Respondents

15%

agree
Disagree

85%

Figure 7.17

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Interpretation:-

As observed from the above graph, 85% of the respondents agreed that their buying preference
change as per the occasions. So we can say that majority of respondents agree that the buying
preference change as per the occasions.

So majority of respondents perceived that their buying

preference changes as per the occasions.

7.4.8) Which type of jewellery respondents prefer mostly?

Type No of Respondents Percentage

Gold 102 51%

Diamond 41 20.50%

Platinum 39 19.50%

Precious stone 18 9%

Total 200 100

Table 7.18

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Figure 7.18

Interpretation:-

From the above graph, we observe that 51% of the consumers mostly buy “Gold” and the next
preference i.e. 20.50% of the consumers prefer diamond jewellery. And the 19.50% of the
consumers go for platinum jewellery, and very less number of consumers i.e. 9% of the
consumers prefer precious stone.

Gold has played a major role in Indian households from the very beginning. This precious metal
has been labeled “auspicious” in the country. It is worshiped in many cultures in India. Other
precious metals like diamond, platinum, are given more weight. Most of the consumers prefer
gold over any other jewellery. Carat is a measure of purity of gold. 24 carat considered the
purest. Tanishq have a dedicated low carat work wear jewellery brand (MIA). Customers now,
some feel, are purchasing gold jewellery more for adornment than for investment.

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7.4.9) Which Tanishq jewellery product respondents mostly

prefer?

Products No of Respondent Percentage

Earrings 65 32.5%

Bangles 60 30%

Chains 54 27%

Necklace 21 10.5%

Total 200 100

Table 7.19

No of Respondents

11%

33%

27% earrings
bangles
chains
necklace

30%

Figure 7.19

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Interpretation:-

Consumers prefer to purchase different items of jewellery namely chains, bangles, earrings,
necklaces etc. To know the items of jewellery preferred by the consumers, survey has been done.
The result of the survey is presented in the above graph.

The above graph clearly highlights that 30% of the respondents prefer to purchase bangles,
32.5% of the respondents prefer to purchase earrings, 27% of the respondents prefer to purchase
chains and 10.5% of the consumers prefer to purchase necklace.

So majority of the respondents prefer earrings and bangles more.

7.4.10) Most preferred Tanishq jewellery collection

Preferred collection No of respondents Percentage

Wedding collection 76 38%

Diamond collection 43 21.5%

Zoya collection 44 22%

Moham collection 17 8.5%

Kundan and Polki 20 10%

Total 200 100

Table 7.20

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Figure 7.20

Interpretation:-

It is found out that majority of the respondents prefer wedding collection, followed
by Zoya collection i.e. 22%. 21.5% of the respondents prefer diamond collection,
8.5% of the consumers prefer Moham collection, and 10% of the consumers prefer
kundan and Polki collection.

Majority of the respondents prefer wedding collection.

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7.4.11) Perception about Tanishq jewellery

Perception about Branded Jewellery

Statements Strongly Agree Neutral Disagree Strongly

Agree Disagree
Price Transparency Respondent 85 95 15 3 2
Percentage 42.5% 47.5% 7.5% 1.5% 1%
Quality Surety Respondent 80 90 30 0 0
Percentage 40% 45% 15% 0 0
Better Service Respondent 95 92 8 5 0
Percentage 47.5% 46% 4% 2.5% 0
Packing and Respondent 90 98 10 1 1
Branding Percentage 45% 49% 5% 0.5% 0.5%
Reputation Respondent 84 106 6 4 0
Percentage 42% 53% 3% 2% 0
Value for Money Respondent 80 89 20 6 5
Percentage 40% 44.5% 10% 3% 2.5%
Easy Exchange and Respondent 105 90 5 0 0
Return Policy Percentage 52.5% 45% 2.5% 0 0
Feeling of Self- Respondent 85 95 10 5 5
Expression Percentage 42.5% 47.5% 5% 2.5% 2.5%
Advertisement Respondent 85 90 20 5 0
Positive Effect Percentage 42.5% 45% 10% 2.5% 0
Gives me Sense of Respondent 85 90 20 5 0
Pride & Prestige Percentage 42.5% 45% 10% 2.5% 0

Table 7.21

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Figure 7.21

Interpretation:-

The above graph gives the distribution of all the factors considered to understand the perception
of consumers about Tanishq jewellery. The above factors are measured on a 5-point likert scale.
As we observe from the above graph, 45%of the respondents think that Tanishq gives “quality
surety”, 47.5%of the consumers thinks that Tanishq gives “price transparency”, 46%of the
consumers think Tanishq gives “better service”, 49%of the consumers think that Tanishq gives
“packing and branding”, 53%of the of the consumers thinks Tanishq gives reputation, 44.5%of
the consumers think Tanishq gives the value for money, 45%of the consumers think that Tanishq
gives easy exchange and return policy, 47.5% of the consumers think that Tanishq provides

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feeling of self- expression, 45% of the consumers think that Tanishq jewellery gives them a
sense of “pride and prestige”

Overall response shows that almost all the consumers have same perception about the Tanishq
jewellery and feel that all the factors influence their thinking towards Tanishq jewellery.

7.5) Analyzing factors that affect perception of

consumers towards Tanishq jewellery.

4.5.1) Factors that affect perception of consumers

Factors Respondents Percentage

Advertisement 50 25%

Word of Mouth 70 35%

Family/Friends/Relatives 45 22.5%

Attractive Packaging 25 12.5%

Any other 10 5%

Total 200 100

Table 7.22

Interpretation:-

To purchase a specific brand especially in jewellery segment is influenced for consumers by

various parameters or factors. As per the consumer’s view in current study 35% of the
respondents are influenced by mouth publicity i.e. word of mouth of other consumer who have
used the products. Next significant factor is advertisement and family/friends recommendation as

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stated by 25%and 22.5% of respondents respectively. Less influencing factor is packaging which
is opted by 12.5% of respondents. And 5% opted for some miscellaneous factors.

Figure 7.22

7.6) Rate Tanishq on overall basis

Rating No of Respondents Percentage

Very good 66 33%

Good 98 49%

Average 34 17%

Bad 2 1%

Very bad 0 0

Total 200 100

Table 7.23

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No of Respondents
1%0%
17%
33%

very good
good average
bad
49% very bad

Figure 7.23

Interpretation:-

As observed from the above graph, 49% of the respondents give a good
overall rating, and 33% of the respondents give a very good overall rating and
very few i.e. 17% gives average rating. Majority of the respondent gives the
good rating to Tanishq jewellery.

So we can say that consumers have a positive perception

towards Tanishq jewellery.

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FINDING AND CONCLUSION

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8) FINDING AND CONCLUSION

8.1) Findings

This research provides for descriptive study of consumer perception towards Tanishq
jewellery and finding its popularity as a brand and also analyzing factors that affect the
perception of consumers With reference to Rohtak city. It covers both male and female
consumers above 18 years of age In Rohtak city. After conducting study throughout our
project by both secondary data and with our well defined survey instruments we came to
following findings:-

1) The total sample size is 200. Out of 200 respondents 102 are male and 98 are
female which contributes to 51% and 49%. Respectively.
2) Maximum number of respondents about 53.5% is from age group 20-30 years
followed by respondents of 30-40years of age. This means our respondents are the
youth of Rohtak.
3) Demographics of people representing the education displays that maximum
respondents are educated. That means our response came from educated rational
class.
4) Demographic stats depicting the occupation of respondent’s states that maximum
numbers of people are from service class i.e. 36% of the respondents are
employed.
5) When it comes to perception about Tanishq jewellery almost all the respondents
have same perception regarding it.
6) With maximum percentage of respondents agreeing to same factors of price
transparency, quality surety, better service, packing and branding, reputation, easy
exchange and return policy, self- expression, sense of pride and prestige.
7) Overall response shows that almost all respondents have same perception about
Tanishq jewellery and feels that factors like price transparency, quality surety,
better service, packing and branding etc. influence their perception towards

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Tanishq jewellery.

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8) It has been found that today consumers are deeply connected to brands. Maximum
no of people are aware about Tanishq.
9) When researched about the Tanishq brand preference by consumers, it has been
found that maximum no of people prefer to buy jewellery from Tanishq. So
Tanishq is a most popular brand among consumers.
10) Our research stated that most bought jewellery from Tanishq store is gold
followed by diamond and platinum. It may be because it is considered as a safer
investment.
11) It is observed that people buy Tanishq jewellery sometimes or occasionally.
Consumers buy jewellery when they need it.
12) Several factors were studied and analyzed that affects the perception of the
consumers. These factors are advertisement, word of mouth,
family/friends/relatives, attractive packaging and other miscellaneous factors.
13) Majority of consumers feel that advertisement plays a crucial role in influencing
their perception towards Tanishq jewellery. About 25% of consumers have given
advertisement high rating.
14) About 35% of the consumers have given word of mouth highest rating. WOM is
the most reliable source which people consider for buying Tanishq jewellery.
15) During our research it was observed that consumers feel that they are assured
about the quality of Tanishq. Quality is the foundation for any buying decision
and for perception about the product. This factor deeply influences the perception
of the consumers.
16) It is also observed that easy exchange and return policy has also influenced the
consumers in a positive way.
17) It has been found that majority of the consumer’s feels that Tanishq jewellery
gives them pride and prestige.
18) The perception of consumers has been studied on 5 point likert scale.
19) The majority of the consumers give the good overall rating to Tanishq jewellery.
So they have a positive perception about Tanishq jewellery.

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8.2) Conclusion

This study deals with the descriptive study of consumer perception towards Tanishq jewellery.
And finding the awareness of Tanishq brand and also analyzing the factors affecting the
perception of consumers with reference to Rohtak city. Various factors were studied and
analyzed. Almost all the consumers have the same perception about Tanishq jewellery. Tanishq
is the most valuable and preferred brand.

Perception is a psychological determinant of consumer behavior. Perception is approximation

and selection extraction of the information. It can be both positive and negative. Perception
works from influencing opinion to build a base of loyal customers.

Data in our research was collected through both primary and secondary sources. Primary source
data was collected by well defined questionnaire which also acts as our survey instruments.
Secondary data was collected through various journals, articles research papers, newspapers and
online content. Thorough investigation was carried out and useful information was extracted.

Sample size of 200 respondents was chosen. Descriptive analysis was done through pie chart,
tables, bar diagrams etc. when it comes to analysis part, thorough investigation was done.

Demographic details of respondents include gender, age , occupation education and income
range. Their perception was known by several factors on 5 point likert scale.

Information regarding brand awareness and brand preference etc were considered in this study to
find out the popularity of Tanishq brand. Several factors were analyzed that influence the
perception of consumers; it was found that there was high impact of various factors in
influencing the perception of the consumers.

Overall it was found that consumers have a positive perception about Tanishq jewellery &
Tanishq is a very popular brand in Rohtak city.

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8.3) Future scope:-

There is a lot of future scope of study in this research topic and filed such as:-

 Future study can be done on any particular segment of jewellery like only Gold,
Diamond, and Platinum etc.
 It can be conducted not just in Rohtak but across all over Haryana or any other states or
group of states.
 In this research both male and female consumer were considered. There is a scope of
research on only male or only female consumers.
 In this only one branded jeweler were taken into consideration. There are lot many brands
which can be considered for future work. Or a group of brands can be considered for
further study.

8.4) Limitation of Study

There are some limitations of this research work, which are as follows:-

 The all secondary data shown above cannot be exact in figures.

 There is a short duration of research study.
 Area of survey was limited.
 Many of the actual figures and information cannot be provided.
 Lack of professional approach.
 The information provided by the informants may be incorrect. So the study may lack
accuracy.
 Questionnaire method involves some uncertainty of response.

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REFERENCES

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References
1) Adhikari, Atanu et. Al (2017) “Tanishq bringing jewellery to daily life”.
Strategic marketing cases in emerging markets,
2) Ramchandaran k.k & Karthick k.k “ study on the perception of consumers
towards branded jewellery”
3) Bhat H growing the branded jewellery market: An Indian experience.
4) Chaisuriyathavikun,N,and Punnakitikashem p. 2016 a study of factors
influencing consumer behavior and perception about branded jewellery, vol.10
5) Devi N.Y. Gomathy, C. 2015 a study on consumer awareness and perception
about branded jewellery. Indian journal of applied research.
6) Tanishq website
7) Magazines and journals
8) Research journals
9) Research methodology C.R.Kothari
10) Newspapers
11) Internet sources: - Google
12) Deveshwar A. and Kumari R “a study on customer preference towards branded
jewellery” research paper
13) Sanjula , N, C. (2017) “ a study on consumer perception of branded jewellery”
vol. 17.4

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QUESTIONNAIRE

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Questionnaire

On

Perception of Consumer towards Tanishq Jewellery

in Rohtak city
1) Respondent’s Name

2) Respondent’s Gender

a) Male
b) Female

3) Are you a

a) Student
b) Home maker
c) Employed
d) Retired
e) Businessman
4) Annual income of respondents

a) 100000-200000
b) 200000-300000
c) 300000-400000
d) 400000above

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5) Age of the respondent’s

a) 20-30
b) 30-40
c) 40-50
d) 50above

6) How frequently do you buy jewellery?

a) Often
b) Sometimes
c) Rarely
d) Only for special occasions

7) Are you familiar with TANISHQ brand?

a) YES
b) NO

8) Which company do you prefer when it comes to buying branded

jewellery?
a) TANISHQ
b) NAKSHATRA
c) GITANJALI
d) PC JEWELLERS
e) MALABAR GOLD &DIAMOND

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9) How did you come to know about the Tanishq showroom in

Rohtak city?
a) Newspapers
b) Hoardings
c) Passing by
d) E-mails

10) Motive for choosing TANISHQ brand?

a) Quality
b) Design
c) Price
d) Brand image

11) Which TANISHQ jewellery product you buy mostly?

a) Earrings
b) Bangles
c) Chains
d) Necklace

12) Are you willing to pay for better design &quality of

jewellery?
a) YES
b) NO

13) Tanishq showroom and ambience is better than the other

stores?
a) YES
b) NO

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14) Is the price justified with the quality of the product?

a) Yes
b) No

15) What kind of material would you prefer jewellery to be

made of mostly?
a) Gold
b) Platinum
c) Diamond
d) Precious stone

16) Most preferred Tanishq jewellery collection?

a) Wedding collection
b) Diamond collection
c) Zoya collection
d) Moham collection
e) Kundan and Polky collection

17) Do you visit TANISHQ showroom for repurchase?

a) Yes
b) No

18) Does your buying preference change as per the occasions?

a) Yes
b) No

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19) Please give your rating with:-

Perception about Strongly Agree Neutral Disagree Strongly
Tanishq Agree Disagre
e
Price
Transparency
Quality Surety
Better Service
Packing and
Branding
Reputation
Value for Money
Easy Exchange
and Return Policy
Feeling of Self
Expression
Advertisement
Positive Affect
Gives me Sense
of Pride and
Prestige

20) Perception of consumer towards TANISHQ brand

performance :-
20.1) Tanishq offers exclusive and unique jewellery?
a) YES
b) NO
20.2) Tanishq offers different varieties of jewellery?
a) YES

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b) NO

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21) Perception of consumer towards TANISHQ brand image :-

21.1) Tanishq offers the best jewellery in the market?
a) YES
b) NO

21.2) The brand gives a higher status in the society?

a) Yes
b) No
22) Factors that affect your perception towards Tanishq
jewellery
a) Advertisement
b) Word of Mouth
c) Attractive Packaging
d) Family/Friends/Relatives
e) Any other
23) Rate TANISHQ store on overall basis:-
a) Very good
b) Good
c) Average
d) Bad

Thank You for Filling this Questionnaire!

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