final research report 01

8/2/2019 Final Research Report 01

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DECLARATION BY THE STUDENT

I the undersigned solemnly declare that the report of the research work

entitled consumerintentionto purchase Tanishq Diamond Jewellery is

based on my own work carried out during the course of my study under the

supervision ofMr. Rabindra Kumar Soni ( Astt. Professor).

I assert that the statements made and conclusions drawn are an

outcome of my research work. I further declare that to the best of my

knowledge and belief the report does not contain any part of any work which

has been submitted for the award of MBA degree or any other

degree/diploma/certificate in this University or any other University of India or

abroad.

__________Swati

JainEnrollme

nt No:AG8783

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CERTIFICATE FROM THE SUPERVISOR

This is to certify that the work incorporated in the report CONSUMER

INTENTION TO PURCHASE TANISHQ DIAMOND JEWELLERY is arecord of research work carried out by Swati Jain bearing EnrollmentNo.:AG8783 under my guidance and supervision for the part fulfillment for theaward of MBA Degree of Chhattisgarh Swami Vivekanand TechnicalUniversity, Bhilai (C.G.), India.

To the best of my knowledge and belief the Report

i) Embodies the work of the candidate him/herself,

ii) Has duly been completed,

iii) Is up to the desired standard both in respect of contents andlanguage for external viva.

________________

Mr. RabindraSoniAstt. Professor

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ACKNOWLEDGEMENT

I would like to express my gratitude to:

1. Prof. Rabindra Soni, for giving me a chance to learn things in a practicaland innovative way, and gain some experience for the same. I would also liketo thank him for all his support and to encourage me and motivate me to learnnew things and in different ways.

2. Prof. Shweta Agrawal, for her support.

I am greatly thankful to all the advisors who helped me Knowingly and forgiving information and interest in report.

I would also thank my Institution and my faculty without whom this projectwould have been a distant reality. I also extend my heartfelt thanks to myfamily and well wishers

INTRODUCTION

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This research has been done to study the consumers intention to purchaseTanishq diamond jewellery.Consumer behavioris the study of when, why, how, and where people do ordo not buy a product. It blends elements from psychology, sociology, socialanthropology and economics. It attempts to understand the buyer decisionmaking process, both individually and in groups. It studies characteristics ofindividual consumers such as demographics and behavioral variables in anattempt to understand people's wants. It also tries to assess influences on theconsumerfrom groups such as family, friends, reference groups, and societyin general.

Customer behavior study is based on consumer buying behavior, with thecustomer playing the three distinct roles of user, payer and buyer.

Relationship marketing is an influential asset for customer behavior analysisas it has a keen interest in the re-discovery of the true meaning of marketingthrough the re-affirmation of the importance of the customer or buyer. Agreater importance is also placed on consumer retention, customerrelationship management, personalization, customization and one-to-onemarketing. Social functions can be categorized into social choice and welfarefunctions.

Indian Jewellery Market:-The Indian gems and jewellery sector is expectedto grow at a compound annual growth rate (CAGR) of around 14 per centfrom 2009 to 2012. The Indian gem and jewellery industry posted 16 percent

growth in exports in fiscal year 2009-2010 compared with the previous year,according to the Gem and Jewellery Export Promotion Council (GJEPC). TheIndian gem and jewellery market is dominated by the unorganized sector.

At present, the domestic diamond market is pegged at Rs 12,000 crore andthe total jewellery market in the country is worth Rs 70,000 crore. According tothe CARE report on the Indian gems and jewellery industry, India dominatesthe diamond processing trade with 11 out of 12 diamonds being cut andpolished in India. India also dominates the gold and silver consumptionglobally with consumption of about 800 tonnes per annum. The industryprovides employment to 1.3 million people. In the global Diamond market,

Indian Diamonds account for 55 percent share in value terms, 80 percentshare in caratege(weight) terms and 90 percent share in volume terms. Todaythere is an entire range of Diamond in nearly every size, quality and cut.

Tanishq is the market leader in the branded Diamond jewelleryfollowed by Gitanjali Gems Ltd. and Rosy Blue Group. Gem & JewelleryCouncil has launch brand Anant which is a part of its ongoing India DiamondJewellery Promotion (IDJP) campaign, whose sole mission is to promoteDiamond jewellery trade in India. This apex body of the gem & jewelleryindustry has played a significant role in the evolution of the Indian gem and

jewellery industry to its present stature.

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There are different segment in Diamond jewellery i.e Diamond perfectlyblends with Ruby, Tahitian, Pearl and Gold. This study gives an overviewabout the different segment where Diamond jewellery market in India isconcentrated and also helps in understanding the 4Cs i.e Cut, Colour, Carat,Clarity of the Diamond jewellery.

COMPANY PROFILE

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Titan Industries is India's leading manufacturer of watches and jewellery andthe world's sixth largest manufacturer brand of watches. Established in 1984as a joint venture between theTata Group and the TamilNadu IndustrialDevelopment Corporation, the company transformed the Indian watch market,offering quartz technology with international styling, manufactured at its state-of-the-art factory at Hosur, Tamil Nadu.In 1995, the company diversified into

jewellery under the brand Tanishq.

Tanishq is a prominent jewellery brand of India. It pioneered the concept ofbranded jewellery and ornaments in India. It is a division of Titan IndustriesLimited, a company promoted by the Tata Group, one of India's largest

conglomerates. The name Tanishq has been formed by combining "Ta" (thefirst two letters of Tata) and "Nishk or Nishkh" (meaning gold coin or necklacein Sanskrit).

Tanishq has an exquisite range ofgold,gems and diamonds jewelery. It isIndias largest and fastest growing jewellery brand in India. Tanishq started in1995 and challenged the established family jeweller system prevalent in India.

Tanishq has set up production and sourcing bases with thorough research ofthe jewellery crafts of India. The Tanishq factory located at Hosur, Tamil Nadu(India) spreads over 135,000 sq ft (12,500 m2) and complies with all labor and

environmental standards.

Product line of Tanishq:-

Tanishq diamonds:- Finding your perfect piece of diamond jewelry is anexhilarating and unique experience. As with any significant purchase, it isimportant that you make an educated decision. Cut and crafted with utmostcare, Tanishq diamonds come with a certificate of authenticity, stating thecaratage, colour and clarity of the stone, to enable you to know exactly whatyou are paying for. No gemstone expresses human emotions more powerfullythan a diamond and Tanishq transforms these precious stones intobreathtaking masterpieces, each unique and splendid in design. When it

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Tanishq

Type Subsidiary ofTitan Industries Ltd

Industry Jewelers

Founded 1995

Headquarters Hosur, Tamil Nadu

Website Tanishq official website
http://en.wikipedia.org/wiki/Jewelleryhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Titan_Industrieshttp://en.wikipedia.org/wiki/Tata_Grouphttp://en.wikipedia.org/wiki/Sanskrithttp://en.wikipedia.org/wiki/Goldhttp://en.wikipedia.org/wiki/Gemstonehttp://en.wikipedia.org/wiki/Diamondshttp://en.wikipedia.org/wiki/Hosurhttp://en.wikipedia.org/wiki/Tamil_Naduhttp://www.tanishq.co.in/online-diamond-gold-jewellery-shophttp://www.tanishq.co.in/http://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Titan_Industrieshttp://en.wikipedia.org/wiki/Jewelleryhttp://en.wikipedia.org/wiki/Hosurhttp://en.wikipedia.org/wiki/Tamil_Naduhttp://www.tanishq.co.in/http://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Titan_Industrieshttp://en.wikipedia.org/wiki/Jewelleryhttp://en.wikipedia.org/wiki/Hosurhttp://en.wikipedia.org/wiki/Tamil_Naduhttp://www.tanishq.co.in/http://en.wikipedia.org/wiki/Jewelleryhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Titan_Industrieshttp://en.wikipedia.org/wiki/Tata_Grouphttp://en.wikipedia.org/wiki/Sanskrithttp://en.wikipedia.org/wiki/Goldhttp://en.wikipedia.org/wiki/Gemstonehttp://en.wikipedia.org/wiki/Diamondshttp://en.wikipedia.org/wiki/Hosurhttp://en.wikipedia.org/wiki/Tamil_Naduhttp://www.tanishq.co.in/online-diamond-gold-jewellery-shophttp://www.tanishq.co.in/


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comes to diamonds at Tanishq you will be spoilt for choice from manycollections we have to offer.

Tanishq gold:- Tanishqoffers you a wide range of gold jewelry in pure 22k.Our range of gold jewelry has been designed to suit all occasions from

wedding to everyday wear.From the traditional harams, mangalsutras andthalis to the more fashionable earrings, chains, bracelets and rings, there is alot to choose from at Tanishq.

Tanishq propagates ethical practices not only by assuring the customer purityand selling policies, but also fair policies to the karigars who craft the jewelry

Tanishq's designs in Pure 22k gold are not only unique, expressing thewearer's individuality but each piece is subject to the intricate process ofdesign, crafting and stone setting with stringent quality standards at everypoint. At Tanishq, we cater to every occasion. Our collections in gold abound

from the grandiose wedding collection to exotic kundan and polki, from thestunning Aarka collections to the exclusive Nakashi work. We ensure that wehave something for everyone with our baby range, 9 to 5 for the workingwoman and high fashion, men's wear, teen's collection and regional specificdesigns.

Tanishq platinum:- Tanishq India Limited offers a wide variety of platinumjewellery. Platinums purity endows it with a brilliant white luster. This helps toreflect the true radiance of diamonds. Platinum is generally 95 pure. Theyoffer from the traditional harams, mangalsutras and thalis to the morefashionable earrings, chains, bracelets and rings. Platinum are the most rare,enduring, beautiful, luxurious, classic, and eternal element, which is theperfect host for diamonds. Tanishqs diamonds are cut and crafted withutmost care; they come with a certificate of authenticity, stating the caratage,colour and clarity of the stone

LITREATURE REVIEW

Who are consumers:- consumers are individuals or households that"consume" goods and services generated within the economy. Since this

includes just about everyone, the term is a political term as much as aneconomic term when it is used in everyday speech. Typically whenbusinesspeople and economists talk of "consumers" they are talking aboutperson-as-consumer, an aggregated commodity item with little individualityother than that expressed in the buy/not buy decision. However there is atrend in marketing to individualize the concept. Instead of generating broaddemographic and psychographic profiles ofmarket segments, marketers areengaging in personalized marketing, permission marketing, and masscustomization.

Consumer Buying Behavior:-Possibly the most challenging concept inmarketing deals with understanding why buyers do what they do (or dont do).But such knowledge is critical for marketers since having a strong

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http://www.tanishq.co.in/http://www.tanishq.co.in/http://www.tanishq.co.in/http://www.tanishq.co.in/http://www.tanishq.co.in/http://www.tanishq.co.in/http://www.tanishq.co.in/http://www.tanishq.co.in/online-diamond-gold-jewellery-shophttp://www.wordiq.com/definition/Marketinghttp://www.wordiq.com/definition/Demographic_profilehttp://www.wordiq.com/definition/Market_segmenthttp://www.wordiq.com/definition/Personalized_marketinghttp://www.wordiq.com/definition/Permission_marketinghttp://www.wordiq.com/definition/Mass_customizationhttp://www.wordiq.com/definition/Mass_customizationhttp://www.tanishq.co.in/online-diamond-gold-jewellery-shophttp://www.wordiq.com/definition/Marketinghttp://www.wordiq.com/definition/Demographic_profilehttp://www.wordiq.com/definition/Market_segmenthttp://www.wordiq.com/definition/Personalized_marketinghttp://www.wordiq.com/definition/Permission_marketinghttp://www.wordiq.com/definition/Mass_customizationhttp://www.wordiq.com/definition/Mass_customization


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understanding of buyer behavior will help shed light on what is important tothe customer and also suggest the important influences on customer decision-making. Using this information, marketers can create marketing programs thatthey believe will be of interest to customers.

As you might guess, factors affecting how customers make decisions areextremely complex. Buyer behavior is deeply rooted in psychology withdashes of sociology thrown in just to make things more interesting. Sinceevery person in the world is different, it is impossible to have simple rules thatexplain how buying decisions are made. But those who have spent manyyears analyzing customer activity have presented us with useful guidelinesin how someone decides whether or not to make a purchase.

Black Box Model

ENVIRONMENTAL FACTORS BUYER'S BLACK BOX

BUYER'SRESPONSE

MarketingStimuli

EnvironmentalStimuli

BuyerCharacteristics

Decision Process

ProductPricePlacePromotion

EconomicTechnologicalPoliticalCulturalDemographicNatural

AttitudesMotivationPerceptionsPersonalityLifestyleKnowledge

Problemrecognition.Information search.

Alternativeevaluation.Purchase decision.purchasePost-purchase

behaviour

ProductchoiceBrandchoiceDealerchoicePurchasetiming

Purchaseamount

The black box model shows the interaction of stimuli, consumercharacteristics, decision process and consumer responses.[1] It can bedistinguished between interpersonal stimuli (between people) or intrapersonalstimuli (within people).[2] The black box model is related to the black boxtheory ofbehaviorisms, where the focus is not set on the processes inside aconsumer, but the relation between the stimuli and the response of theconsumer. The marketing stimuli are planned and processed by thecompanies, whereas the environmental stimulus are given by social factors,

based on the economical, political and cultural circumstances of a society.The buyers black box contains the buyer characteristics and the decisionprocess, which determines the buyers response.

The black box model considers the buyers response as a result of aconscious, rational decision process, in which it is assumed that the buyer hasrecognized the problem. However, in reality many decisions are not made inawareness of a determined problem by the consumer.

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Fig:-Consumer Buying Decision Process

1. Problem Recognition(awareness of need)-difference between thedesired state and the actual condition. Deficit in assortment ofproducts. Hunger--Food. Hunger stimulates your need to eat.Can be stimulated by the marketer through product information--did notknow you were deficient? I.E., see a commercial for a new pair ofshoes, stimulates your recognition that you need a new pair of shoes.

2. Information search-o Internal search, memory.o External search if you need more information. Friends and

relatives (word of mouth). Marketer dominated sources;

comparison shopping; public sources etc.

A successful information search leaves a buyer with possiblealternatives, the evoked set.

Hungry, want to go out and eat, evoked set is

o Chinese foodo Indian foodo burger kingo

Klondike kates etc3. Evaluation of Alternatives-need to establish criteria for evaluation,features the buyer wants or does not want. Rank/weight alternatives orresume search. May decide that you want to eat something spicy,indian gets highest rank etc.If not satisfied with your choice then return to the search phase. Canyou think of another restaurant? Look in the yellow pages etc.Information from different sources may be treated differently. Marketerstry to influence by "framing" alternatives.

4. Purchase decision-Choose buying alternative, includes product,package, store, method of purchase etc.

5. Purchase-May differ from decision, time lapse between 4 & 5, productavailability.

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InformationSearch

Evaluation ofAlternatives

PurchaseDecision

Post-PurchaseEvaluation Purchase

ProblemRecognition


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6. Post-Purchase Evaluation-outcome: Satisfaction or Dissatisfaction.Cognitive Dissonance, have you made the right decision. This can bereduced by warranties, after sales communication etc.

After eating an indian meal, may think that really you wanted a chinesemeal instead.

Types of Consumer Buying Behavior

Types of consumer buying behavior are determined by:

Level of Involvement in purchase decision. Importance and intensity ofinterest in a product in a particular situation.

Buyers level of involvement determines why he/she is motivated toseek information about a certain products and brands but virtually

ignores others.

High involvement purchases--Honda Motorbike, high priced goods, productsvisible to others, and the higher the risk the higher the involvement. Types ofrisk:

Personal risk Social risk Economic risk

The four type of consumer buying behavior are:

Routine Response/Programmed Behavior--buying low involvementfrequently purchased low cost items; need very little search anddecision effort; purchased almost automatically. Examples include softdrinks, snack foods, milk etc.

Limited Decision Making--buying product occasionally. When you needto obtain information about unfamiliar brand in a familiar productcategory, perhaps. Requires a moderate amount of time for informationgathering. Examples include Clothes--know product class but not thebrand.

Extensive Decision Making/Complex high involvement, unfamiliar,expensive and/or infrequently bought products. High degree ofeconomic/performance/psychological risk. Examples include cars,homes, computers, education. Spend alot of time seeking informationand deciding.Information from the companies MM; friends and relatives, storepersonnel etc. Go through all six stages of the buying process.

Impulse buying, no conscious planning.

The purchase of the same product does not always elicit the same BuyingBehavior. Product can shift from one category to the next.

For example:Going out for dinner for one person may be extensive decision making (for

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someone that does not go out often at all), but limited decision making forsomeone else. The reason for the dinner, whether it is an anniversarycelebration, or a meal with a couple of friends will also determine theextent of the decision making.

Consumer Buying Behavior is the behavior that a consumer display while

buying the product or a service. Each and every consumer has his/her own

buying behavior that he displays it during purchase of different products. This

behavior displayed by the consumer is the result of a number of influences

which he/she receives from the environment. These influences can be

categorized into four factors viz. Cultural factors, Social factors, Personalfactors and Psychological factors.

Cultural Factors

Culture, subculture and social classes are particularly important in buying

behavior. Culture is the fundamental determinant of a persons wants and

behavior. Each culture consists of smaller subcultures that provide more

specific identification and socialization of its members. Subculture includes

nationalities, religions, racial groups and geographic regions.

Social Factors

In addition to cultural factors a consumers behavior is influenced by such

social factors as reference groups, family and social roles and statuses. A

persons reference group consists of all the groups that have a direct (face to

face) or indirect influence on the persons attitudes or behavior. Groups that

have direct influence on a person is called as membership groups. Some

membership groups are also called as primary groups, such as family, friends,

neighbors and coworkers with whom the person interacts fairly continuously

and informally. People also belong to secondary groups such as religious,

professional and trade union groups which tend to be more formal and require

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less continuous interaction. Aspirational groups are those a person hopes to

join; dissociative groups are those whose values and behavior an individual

rejects. The family is the most important consumer buying organization in

society, and family members constitute the most influential primary reference

group. A person participates in many groups-families, clubs, organizations.

The persons position in each group can be defined in terms of role and

status. A role consists of the activities a person is expected to perform. Each

role carries a status.

Personal Factors

A buyers decisions are also influenced by personal characteristics. These

include the buyers age in the life cycle, occupation, economic circumstances,

lifestyle and personality and self concept.

People buy different goods and services over a lifetime. They eat baby food in

the early years, most foods in the growing matured years and special diet in

the later years.

Occupation also influences consumption patterns. A blue collar worker may

buy work clothes, work shoes and lunch boxes. A company president may

buy expensive suits, air travel and country club membership.People from same subculture, social classes and occupation may lead quite

different lifestyles. A lifestyle is a persons pattern of living in the world

expressed in activities, interest and opinions.

Psychological Factors

A persons buying choices are influenced by four major factors viz. motivation,

perception, learning, believes and attitudes.

Important Attribute of Consumer Buying Behavior effecting Diamond

Jewellery Industry

Location of purchase of Diamond jewellery Combination of Diamond jewellery with other metals/stones

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Carat

Colour

Cut

Price

Popularity of Brand

Trust in the Brand

Size

Any occasions/festivals

Certifications

Celebrity Endorsement

Promotion

Wide variety of design

Brand Name

Exhibitions

New collection

Top Reason why consumer purchase Diamonds are listed below:-

Sentimental value

To feel good about self

Express individuality

Be modern & up-to-date

Be cool and trendy Make a good first impression

Look professional at work

Be admired and respected

Display wealth & status

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Research Model

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Fig:- Model for factors influencing customer intention to purchase a

product.

Explanation of model

Design of Product , Price , Brand Name , Promotion are independent factor

that generates Relative Attractiveness, i.e. Relative Attractiveness is

dependent variable which is dependent on Product , Price , Brand Name ,

Promotion and Intention to purchase is dependent on Relative Attractiveness.

Design of Product , Brand Name , Price , Promotion are majorly dependent on

the following :-

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H1

H2

H3

H4

H5


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Design of Product is independent factor but the other factors which generate

relative attractiveness for product are as follows:-

1. I feel cuttings of Tanishq jewellery is good

2. I feel color of Tanishq jewellery is good

3. I feel Tanishq is having wide variety of jewelleries

4. I feel combination of a particular metal/stone jewellery with other metals.

Brand Name is independent factor but the other factors which generate

relative attractiveness for brand are as follows: -

1. I feel of jewelleries of Tanishq are good

2. I am having faith in Tanishq jewelleries.

3. I feel jwelleries made by Tanishq are more popular.

4. Jwelleries made by Tanishq are more popular than other branded jwelleries.

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Promotion is independent factor but the other factors which generate relative

attractiveness for promotion are as follows on:-

Intention to Purchase is dependent on:-

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I feel exhibitions of Tanishq jewelleries good

I feel launch of new collection are good

I feel the Celebrities who endorsed Tanishq jwelleries are good.

Price is independent factor but the other factors which generate relative attractiveness for priceare as follows on:-

It is possible to get better discount on purchasing Tanishq jewelleries

It is cheaper to buy Tnishq jewelleries

I will save more money by purchasing Tanishq jewelleries

Relative Attractiveness is dependent on:-

Compare to other jewelleries Tanishq jewelleries are of good quality

Compare to other jewelleries Tnishq jewelleries offer value for money

Compare to other jewelleries Tanishq jewelleries are more appealing to me

Compare to other jewelleries Tanishq jewelleries offers good combination of aparticular metal/stone jewellery with other metals

I am planning to purchase Tanishq jewelleries within 3 months

My intention is to purchase Tanishq jewelleries for my routine usage within next 3months

I would like to discontinue using gold jewelleries


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RESEARCH METHODOLOGY

Research methodology consist of three sections.

1.Objectives of research plan

1. To study the impact of DESIGN on RELATIVE ATTACTIVENESS of

Tanishq diamond Jewellery.

2. To study the impact of BRAND NAME on RELATIVE

ATTACTIVENESS of Tanishq diamond Jewellery.

3. To study the impact of PRICE on RELATIVE ATTACTIVENESS ofTanishq diamond Jewellery.

4. To study the impact of PROMOTION on RELATIVE ATTACTIVENESS

of Tanishq diamond Jewellery.

5. To study the impact of RELATIVE ATTACTIVENESS on INTENTION

TO PURCHASE Tanishq diamond Jewellery.

Hypothesis Test

Hypothesis Test 1

H1:There is significant relationship between DESIGN and RELATIVE

ATTACTIVENESS.

It is assumed that Design is having positive relationship with Relative

attractiveness because if the design is good its relative attractiveness

increases.

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Hypothesis Test 2

H2: There is significant relationship between BRAND NAME and RELATIVE

ATTACTIVENESS.

It is assumed that Brand name is having positive relationship with Relativeattractiveness because if the design is popular and good its relative

attractiveness increases.

Hypothesis Test 3

H3: There is significant relationship between PRICE and RELATIVE

ATTACTIVENESS.

It is assumed that Price is having negative relationship with Relative

attractiveness because if the price increases relative attractiveness decreasesand if price decreases relative attractiveness increases.

Hypothesis Test 4

H4: There is significant relationship between PROMOTION and RELATIVE

ATTACTIVENESS.

It is assumed that Promotion is having positive relationship with Relative

attractiveness because if the Promotion is good its relative attractiveness

increases.

Hypothesis Test 5

H5: There is significant relationship between RELATIVE ATTRACTIVENESS

and INTENTION TO PURCHASE.

It is assumed that Relative attractiveness is having direct relationship with

Intention to purchase because if the Relative attractiveness is positive it

intend to purchase Tanishq diamond jewellery.

2. Research Plan and Sample

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RESEARCH PLAN

Research Design Causal

Research Method Used Survey

Measurement Scale Likert

Research Technique Used Questionnaire

Data Collected From Bhilai,Durg,Raipur

Sampling Plan Convenience

No. of Samples Collected 60


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The research plan includes the various questions like Design by Tanishq,

price by Tanishq, promotion made by Tanishq?

The research design used in the study is Causal Research.

Causal Research explores the effect of one thing on another and morespecifically, the effect of one variable on another.

The research is used to measure what impact a specific change will have onexisting norms and allows market researchers to predict hypotheticalscenarios upon which a company can base its business plan.

.DATA COLLECTION TECHNIQUE

The data collection is being collected with the help of Questionnaire. In thistechnique a Questionnaire consist of number of questions printed or typed in

a definite order on a form or set of forms. The Questionnaire containsquestion both of open and close ended. Data has been collected from Bhilai,Durg, Raipur.

Objectives Of Questionnaire

Translate the information needed into set of specific questions that therespondents can and will answer.

Encourage the respondent to be involved in the interview. Minimize response error.

MEASURMENT SCALE

Assigning number or other symbols to characteristics of objects according tocertain pre-specified rules. The attitude, perception and preferences of therespondents are measured and analyzed with the help of different scales.

SCALE USED: Scale used for the measurement of the respondent`spreferences towards Tanishq diamond jewellery is Five-point Likert Scale. Inthis scale the five points are given for each preference

1-Strongly Disagree

2-Disagree

3-Neutral

4-Agree

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5-Strongly Agree

SAMPLING

The group you wish to generalize to , is often called the population. Sampling

is that part of statistical practice concerned with the selection of a subset ofindividual observations within a population of individuals intended to yieldsome knowledge about the population of concern, especially for the purposesof making predictions based on statistical inference.

BENEFITS OF SAMPLING

Better Supervision Lower cost Greater speed of data collection Greater accuracy of results.

SAMPLE SIZE

Sample is the smaller collection of the units selected from the population.From the sample population the sample taken for the study is 100 out ofwhich 60 are selected and analysis is done on the same.

SAMPLING PLAN

The Sampling plan technique used in the research is Convenience

Sampling.

Reason to Choose Convenience Sampling are:-

More flexible Less costly Less time-consuming

The data is collected from the respondents in Bhilai, Durg, and Raipur.

DATA TABULATION AND RESULT

REGRESSION ANALYSIS

In statistics, regression analysis includes any techniques for modelling andanalyzing several variables, when the focus is on the relationship between adependent variable and one or more independent variables. More specifically,regression analysis helps one understand how the typical value of thedependent variable changes when any one of the independent variables isvaried, while the other independent variables are held fixed. Most commonly,regression analysis estimates the conditional expectation of the dependent

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http://en.wikipedia.org/wiki/Statisticalhttp://en.wikipedia.org/wiki/Observationhttp://en.wikipedia.org/wiki/Statisticshttp://en.wikipedia.org/wiki/Dependent_variablehttp://en.wikipedia.org/wiki/Independent_variablehttp://en.wikipedia.org/wiki/Statisticalhttp://en.wikipedia.org/wiki/Observationhttp://en.wikipedia.org/wiki/Population_(statistics)http://en.wikipedia.org/wiki/Statistical_inferencehttp://en.wikipedia.org/wiki/Statisticshttp://en.wikipedia.org/wiki/Dependent_variablehttp://en.wikipedia.org/wiki/Independent_variable


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variable given the independent variables that is, the average value of thedependent variable when the independent variables are held fixed. Lesscommonly, the focus is on a quantile, or other location parameter of theconditional distribution of the dependent variable given the independentvariables. In all cases, the estimation target is a function of the independent

variables called the regression function. In regression analysis, it is also ofinterest to characterize the variation of the dependent variable around theregression function, which can be described by a probability distribution.

Regression analysis is widely used for prediction and forecasting, where itsuse has substantial overlap with the field of machine learning. Regressionanalysis is also used to understand which among the independent variablesare related to the dependent variable, and to explore the forms of theserelationships. In restricted circumstances, regression analysis can be used toinfer causal relationships between the independent and dependent variables.

A large body of techniques for carrying out regression analysis has beendeveloped. Familiar methods such as linear regression and ordinary leastsquares regression are parametric, in that the regression function is defined interms of a finite number of unknown parameters that are estimated from thedata. Nonparametric regression refers to techniques that allow the regressionfunction to lie in a specified set of functions, which may be infinite-dimensional.

The performance of regression analysis methods in practice depends on theform of the data-generating process, and how it relates to the regressionapproach being used. Since the true form of the data-generating process is ingeneral not known, regression analysis often depends to some extent onmaking assumptions about this process. These assumptions are sometimes(but not always) testable if a large amount of data is available. Regressionmodels for prediction are often useful even when the assumptions aremoderately violated, although they may not perform optimally.

SPSS

SPSS is a computer program used for statistical analysis. Between 2009 and2010 the premier vendor for SPSS was called PASW (Predictive AnalyticsSoftware) Statistics, while copyright issues for the name were settled. Thecompany announced July 28, 2009 that it was being acquired by IBM forUS$1.2 billion. As of January 2010, it became "SPSS: An IBM Company".

SPSS (originally, Statistical Package for the Social Sciences) was released inits first version in 1968 after being developed by Norman H. Nie and C. HadlaiHull. Norman Nie was then a political science postgraduate at StanfordUniversity, and now Research Professor in the Department of PoliticalScience at Stanford and Professor Emeritus of Political Science at the

University of Chicago.[3] SPSS is among the most widely used programs forstatistical analysis in social science. It is used by market researchers, health

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http://en.wikipedia.org/wiki/Conditional_expectationhttp://en.wikipedia.org/wiki/Average_valuehttp://en.wikipedia.org/wiki/Quantilehttp://en.wikipedia.org/wiki/Location_parameterhttp://en.wikipedia.org/wiki/Function_(mathematics)http://en.wikipedia.org/wiki/Probability_distributionhttp://en.wikipedia.org/wiki/Predictionhttp://en.wikipedia.org/wiki/Forecastinghttp://en.wikipedia.org/wiki/Machine_learninghttp://en.wikipedia.org/wiki/Causalityhttp://en.wikipedia.org/wiki/Linear_regressionhttp://en.wikipedia.org/wiki/Ordinary_least_squareshttp://en.wikipedia.org/wiki/Ordinary_least_squareshttp://en.wikipedia.org/wiki/Parametric_statisticshttp://en.wikipedia.org/wiki/Parameterhttp://en.wikipedia.org/wiki/Datahttp://en.wikipedia.org/wiki/Nonparametric_regressionhttp://en.wikipedia.org/wiki/Dimensionhttp://en.wikipedia.org/wiki/Computer_programhttp://en.wikipedia.org/wiki/Norman_H._Niehttp://en.wikipedia.org/wiki/Norman_Niehttp://en.wikipedia.org/wiki/Political_sciencehttp://en.wikipedia.org/wiki/Postgraduatehttp://en.wikipedia.org/wiki/Stanford_Universityhttp://en.wikipedia.org/wiki/Stanford_Universityhttp://en.wikipedia.org/wiki/Professorhttp://en.wikipedia.org/wiki/Emeritushttp://en.wikipedia.org/wiki/Conditional_expectationhttp://en.wikipedia.org/wiki/Average_valuehttp://en.wikipedia.org/wiki/Quantilehttp://en.wikipedia.org/wiki/Location_parameterhttp://en.wikipedia.org/wiki/Function_(mathematics)http://en.wikipedia.org/wiki/Probability_distributionhttp://en.wikipedia.org/wiki/Predictionhttp://en.wikipedia.org/wiki/Forecastinghttp://en.wikipedia.org/wiki/Machine_learninghttp://en.wikipedia.org/wiki/Causalityhttp://en.wikipedia.org/wiki/Linear_regressionhttp://en.wikipedia.org/wiki/Ordinary_least_squareshttp://en.wikipedia.org/wiki/Ordinary_least_squareshttp://en.wikipedia.org/wiki/Parametric_statisticshttp://en.wikipedia.org/wiki/Parameterhttp://en.wikipedia.org/wiki/Datahttp://en.wikipedia.org/wiki/Nonparametric_regressionhttp://en.wikipedia.org/wiki/Function_(mathematics)http://en.wikipedia.org/wiki/Dimensionhttp://en.wikipedia.org/wiki/Dimensionhttp://en.wikipedia.org/wiki/Computer_programhttp://en.wikipedia.org/wiki/IBMhttp://en.wikipedia.org/wiki/Norman_H._Niehttp://en.wikipedia.org/wiki/Norman_Niehttp://en.wikipedia.org/wiki/Political_sciencehttp://en.wikipedia.org/wiki/Postgraduatehttp://en.wikipedia.org/wiki/Stanford_Universityhttp://en.wikipedia.org/wiki/Stanford_Universityhttp://en.wikipedia.org/wiki/Professorhttp://en.wikipedia.org/wiki/Emeritus


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researchers, survey companies, government, education researchers,marketing organizations and others.

DATA ENCODING

Questions Decoding

Des-1 -I feel cuttings of

Tanishq jewellery is good

Des-2- I feel color ofTanishq jewellery is good

Des-3- I feel Tanishq is

having wide variety of

jewelleries

Des-4- I feel combination

of particular metal/stone

jewellery with other metals.

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Strongly Disagree 1

Disagree 2

Neutral 3

Agree 4

Strongly Agree 5

Male 1

Female 2

Age


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BRAND-1- I feel jewelleries of Tanishq are good.

BRAND-2- I am having faith in Tanishq jewelleries.

BRAND-3- I feel jewelleries made by Tanishq are more popular.

BRAND-4- Jewelleries made by Tanishq are more popular than other branded

jewelleries.

BRAND-5- I feel the Celebrities who endorsed Tanishq jewelleries are good.

Prom-1- I feel exhibitions of Tanishq jewelleries good.

Prom-2- I feel launch of new collection of Tanishq jewelleries are good.

Prom-3- I feel the promotions made during festive seasons are good..

Price-1- It is possible to get better discount on purchasing Tanishq jewelleries.

Price-2- It is cheaper to buy Tanishq jewelleries.

Price-3- I will save more money by purchasing Tanishq jewelleries.

Price-4- I need to pay less amount on purchasing Tanishq jewelleries than

any other jewelleries.

Atrct-1 Compare to other jewelleries Tanishq jewelleries are of good quality.

Atrct-2 Compare to other jewelleries Tanishq jewelleries offer value formoney.

Atrct-3 Compare to other jewelleries Tanishq jewelleries are more appealing

to me.

Atrct-4 Compare to other jewelleries Tanishq jewelleries offers good

combination of a particular metal/stone jewellery with other metals.

Pur-1 I am planning to purchase Tanishq jewelleries within 3 months.

Pur-2 My intention is to purchase Tanishq jewelleries within next 3 months.

Pur-3 I would like to discontinue using Tanishq diamond jewelleries.

Demographic Characterstics

Measure Item Number of

respondents

Gender

Male 37

Female 23

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Age


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S.No.

Des-1

Des-2

Des-3

Des-4

Brand-1

Brand-2

Brand-3

Brand-4

Brand-5

Prom-1

Prom-2

Prom-3

Price-1

Price-2

Price-3

Price-4

Atrct-1

1 5 5 5 4 4 5 4 4 3 4 5 5 4 4 5 4 4

2 4 4 4 3 4 4 3 3 4 4 4 3 3 3 3 3 4

3 3 4 5 3 4 4 5 4 3 4 3 4 3 3 2 2 4

4 4 3 3 2 4 3 4 3 3 3 4 4 2 2 2 1 4

5 3 4 4 3 4 5 4 3 4 4 4 2 2 1 1 1 3

6 4 5 5 3 3 4 4 4 2 3 4 4 3 2 3 2 4

7 3 4 2 2 5 5 2 1 2 2 4 4 2 1 1 1 5

8 5 4 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4

9 3 3 4 3 2 3 1 1 2 3 3 2 3 2 2 1 2

10 1 5 1 2 4 4 2 1 2 2 5 4 5 2 1 2 5

11 1 2 1 4 1 3 1 3 2 1 1 2 1 2 3 2 1

12 4 4 4 4 4 4 4 4 4 4 4 4 2 2 2 1 4

13 4 4 4 3 4 3 3 4 4 4 3 5 2 2 2 2 3

14 3 3 5 4 5 4 5 5 3 4 5 5 3 3 2 2 4

15 2 3 2 3 1 3 2 4 2 2 3 4 4 1 3 2 2

16 4 3 4 3 4 3 3 2 4 4 4 4 2 2 2 2 3

17 4 4 5 4 4 3 4 3 3 3 4 4 3 2 2 2 3

18 3 5 5 4 5 5 4 3 4 5 3 4 3 2 2 4 4

19 3 3 3 1 3 3 3 3 3 3 3 3 3 2 1 2 3

20 4 5 3 2 3 3 4 3 5 4 5 4 2 2 2 2 3

21 4 3 4 3 3 4 4 3 3 3 4 4 2 2 2 2 4

22 5 4 5 3 5 5 5 5 3 3 4 4 3 2 2 1 4

23 2 2 4 2 2 1 3 2 2 3 3 3 2 2 1 1 2

24 3 4 5 3 3 4 4 5 3 4 3 5 3 3 3 2 3

25 2 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3

26 4 4 5 3 3 2 3 2 2 2 3 3 2 1 1 1 2

27 2 3 2 4 3 3 2 2 3 5 2 4 2 2 1 1 3

28 4 5 5 5 4 4 5 3 3 4 3 4 3 3 2 3 4

29 5 4 2 4 1 5 5 4 4 4 5 2 5 4 2 1 5

26


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Result:- In this test Relative Attractiveness is taken as Dependent Variable

and Design, Brand name, price and promotion is taken as Independent

variable.

ANOVAb

ModelSum ofSquares df

MeanSquare F Sig.

1 Regressio

n16.518 4 4.129 25.642 .000a

Residual 8.857 55 .161

Total 25.375 59

a. Predictors: (Constant), Brandname, price, design,

promotion

b. Dependent Variable: relativeattractiveness

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Coefficientsa

Model

Unstandardized

Coefficients

Standardize

d

Coefficients

t Sig.B Std. Error Beta

1 (Constant

).079 .339 .233 .816

design .122 .106 .121 1.146 .257

Promotio

n.480 .107 .476 4.479 .000

Price .084 .069 .115 1.210 .231

Brandna

me .218 .087 .261 2.491 .016

a. Dependent Variable:

relative attractiveness

Interpretation:- By testing in SPSS by regression analysis promotion (.000),

Brand name(.016), is significant with relative attractiveness, where as

Design(.257),Price(..231) is not significant with relative attractiveness.

Result:- in this test Intention to purchase is taken as dependent Variable andRelative Attractiveness is taken as Independent Variable.

ANOVAb

Model

Sum of

Squares df

Mean

Square F Sig.

1 Regressio

n

3.811 1 3.811 11.745 .001a

Residual 18.817 58 .324

Total 22.628 59

a. Predictors: (Constant),

relative attractiveness

b. Dependent Variable:

intention to purchase

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Interpretation:-By testing in SPSS by regression analysis Relative

attractiveness(.001)is significant with intention to purchase Tanishq Diamond

Jewellery.

ANALYSIS MODEL

29

Coefficientsa

Model

UnstandardizedCoefficients

Standardize

dCoefficients

t Sig.B Std. Error Beta

1 (Constant

)1.357 .375 3.621 .001

Relative

attractive

ness

.388 .113 .410 3.427 .001

a. Dependent Variable

intention to purchase


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H1: 0.257 Non Significant

H2:.016

Significant

H5(.001)

H3: 0.231 Significant

Non Significant

Significant

FINDINGS OF THE STUDY

1. Design of product is not having significant relationship with relative

attractiveness to Tanishq Diamond Jewellery.

2. Brand Name of product is having significant relationship with relative


3. Price of product is not having significant relationship with relative


4. Promotion of product is having significant relationship with relative


5. Relative attractiveness is having significant relationship with Intention

to Purchase Tanishq Diamond Jewellery.

30

Design OfProduct

Brand

Name

Price

Promotion

RelativeAttractivenes

s

Intention To

Purchase

H4(.000)


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RECOMMENDATIONS

1. The company should focus to increase its market share as brand

name of the company has a positive impact on relative attractiveness

of the customers.

2. The company should also focus to increase the promotional activities

because promotion also gives a positive impact on relative

attractiveness.

3. The company should also focus on the pricing strategies of their

products because major chunk of the customers could not able to

purchase Tanishq jewelleries because of its high price and customers

of small pockets prefer to purchase non-branded jewelleries.

4. The company can also focus on some local promotional activities in

local market so that it also creates a relative attractiveness into the

minds of the customers.

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LIMITATIONS

1. Shortage of time period:- The time period of study was limited. It is

very difficult to have in detail study in project work due to limited time

period.

2. Cost Factor:-it was not possible to conduct extensive research due to

paucity of funds.

3. Sample Size: The sample taken may not represent the whole

population.

4. Research does not always give us clear answers.

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5. Biasness of respondents: The answers provided by the respondents

suffer from biasness.

CONCLUSION

Tanishq is a successful brand in the national market as a result of best

understandings of the customers fells that usage of Tanishq jwelleries

provides satisfaction to their status. Tanisq provides customized products as it

has a wide range of products through wich customers are attracted topurchase their products.

The objective of the study is to study the factors influencing customers

intention to purchase Tanisq diamond jewelleries. The research was

exploratory in nature. The survey was carried out on 60 respondents. Majority

of the respondents were aware of the Tanishq and they are the customers of

Tanishq jewelleries.

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REFRENCES

BOOKS:-

C.R.Kothari - research methodology

Philip Kotler Marketing Management

Citation from Website:

www.tanishq.co.in/history

http://www.marketresearchworld.net/index.php?

option=com_content&task=view

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http://www.tanishq.co.in/http://www.marketresearchworld.net/index.php?option=com_content&task=viewhttp://www.marketresearchworld.net/index.php?option=com_content&task=viewhttp://www.tanishq.co.in/http://www.marketresearchworld.net/index.php?option=com_content&task=viewhttp://www.marketresearchworld.net/index.php?option=com_content&task=view


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final research report 01

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