PREFACE

The first real insight of an organization for management student comes only during his preparation of project work because student first interacts with real practical work. This is first introduction to industry and its working. This project work synthesize the theoretical concept learn in the class room and its practical orientation in organization. In my project I have studied the A study on consumer buying behavior towards branded jewellery in Ghazipur City. The First chapter deals with the introduction of the topic, It also describes the profile and history of Jewellery industry. In first chapter I have mentioned institute. This chapter also describes the organizational structure of both the organization. The objective and need of Survey is also mentioned in section of project work. The Second chapter deals with research methodology. The process of carrying out the whole Survey problem is defined in it. It contains information about the objectives of the research, methods of data collection, sampling and sample design. Third chapter is data analysis and interpretation. This is the most important section of the project work. This section contains the analysis of all the data collected so far and they are interpreted to produce the final conclusion. It contains all the tables and charts which depicts the result.

Chapter four contains the finding and recommendation of the Survey. This is based on the data analyzed and interpreted in the previous chapter. This is the most important section of the research report for a report is evaluated on the validity ad correctness of findings. Chapter five depicts conclusion which concludes the whole report, that is, gives a brief description of the process employed so far. And later chapters contain bibliography. Which describes the list of sources from where the matter and information is collected? It contains the list of books, authors, web sites use etc.

ACKNOWLEDGEMENT
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Many thanks to the God, who has sent me on this earth and by mercy of him, I would be able to accomplish this Survey. A person who has always encouraged me towards positive and used to say Nothing can be impossible if you are working hard with heart and soul. The Word regard is very small for him and I dont know what word will be appropriate for him, that person is my elder Brother Mr. Sachin Singh.

I express my deep sense of gratitude and regards to Mr. Vijay Kumar Pandey (Assistant, Dept. of management studies, T.E.R.I., P.G. College affiliated to Veer Bahadur Singh Purvanchal University) under whose guidance I completed this project, I am thankful to her valuable guidance, gentle encouragement and pains she took in guiding me throughout the study.

Some of my Friend, Amit and Sunil whose suggestion for what is Right or Wrong has shown my aim and objectives of life. Again, I heartily express my regard to all the above person mentioned and pray to the God May live them long. Chetan
BBA 4th Sem.

ABSTRACT
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Recent times have seen larger brands witnessing an upward swing mainly due to factors such as increasing consumer sophistication, diminishing investment-driven purchases, alternative retail channels and competition from other luxury products. Responding to the changing trends, India's small, independent jewelers are starting to organize themselves into groups of four to five players to share a common brand identity and marketing strategy. This paper is aim to study the very changing market scenario i.e. transition from unorganized sector to an organized one. Moreover this paper gives us an insight into consumer buying behavior when it comes to jewellery. The paper also studies how the branded players are changing the perceptions and attitudes of Indian customers towards jewellery. The analysis showed that consumers are moderately aware of the branded players who have forayed into the jewellery market and would like to purchase branded jewellery in the near future and still large proportion of consumers regard jewellery asan investment. The consumers buying behavior also shows a shift from content to designin jewellery i.e. fashionable jewellery is the rage nowadays and acquires a status symbolin their minds. Branded jewellery players will continue to face lot of competition fromlocal jewellers.

INTRODUCTION
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The gems and jewellery industry has an important role in the Indian economy. While a predominant portion of gold jewellery manufactured in India is for domestic consumption, a predominant portion of rough, uncut diamonds processed in the form of either polished diamonds or finished diamond jewellery is exported. With an estimated consumption of 722 tones during calendar year or CY2005 (including jewellery consumption of 587 tonnes), India is the largest consumer of gold in the world. Recent times have seen larger brands witnessing an upward swing mainly due to factors such as increasing consumer sophistication, diminishing investment-driven purchases alternative retail channels and competition from other luxury products. Responding to the changing trends, India's small, independent jewelers are starting to organize them selves into groups of four to five players to share a common brand identity and marketing strategy. In order to gain market share, branded players will have to come up with designs that customers want and win the trust and confidence of consumers by hallmarking and demonstrating the purity of the gold used by them. To compete with traditional players, branded players must also find some way to differentiate themselves. While the success of a particular brand will depend on differentiation, affordability and quality will be a key element in sustaining a brand. In addition, branded players require focused advertising and astute salesmanship to compete with traditional jewelers.

BRANDED JEWELLERY IN INDIA

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As India makes rapid progress in the retail arena, the jewellery market is undergoing a gradual metamorphosis from a 'storehouse of value' to a fashion accessory bazaar. Plain gold has now given way to diamonds, platinum and colored gemstones. Growth in the diamond industry has been remarkable. According to industry estimates, the gem industry is growing at 20 percent annually and currently stands at US$ 3.6billion. India is also a big export hub for processing diamonds and other precious stones. The two major segments of the sector in India are gold jewellery and diamonds. India is the worlds largest gold jewellery market by volume accounting for around 590 tonnes of consumption demand in 2005. Traditionally gold is 22 carat. Gold jewellery forms around 80 percent of the Indian jewellery market, with the balance comprising fabricated studded jewellery that includes diamond as well as gemstone studded jewellery. Gold jewellery and colored gem segments account for about 15 per cent and 5 percent, respectively of India's gems and jewellery export in value terms. The largest cutting and polishing centre of diamonds in the world both in terms of quantity and value, the Indian gems and jewellery sector contributed to about 15 percent of India's total merchandise exports during 2005-06. And in 2006-07, it accounted for13.7 percent of the country's total merchandise exports. In terms of carat, India's share in this sector is about 80 per cent of the world market. India produces 60 percent of the world's polished diamond market by value, 82 percent by carats and 95 percent by number of pieces. According to the Gems and Jewellery Export Promotion Council (GJEPC), the total exports of the industry for the fiscal year 2006-07 were US$ 17,101.77 million as againstUS$16,646.04 million in 2005-06, showing a growth rate of 2.74 per cent over the previous fiscal year. The current fiscal witnessed an impressive growth of 10.86 per cent.
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India's 300,000 traditional jewellers commonly referred to as the unorganized sector dominate the country's jewellery retail landscape with a 96 per cent market-share, while large brands or organized retail form only 4 percent of the overall market. But in recent times larger brands have been witnessing an upward swing mainly due to factors such as increasing consumer sophistication, diminishing investment-driven purchases, alternative retail channels and competition from other luxury products. Responding to the changing trends, India's small, independent jewelers are starting to organize themselves into groups of four to five players to share a common brand identity and marketing strategy.

MAJOR PLAYERS IN THE MARKET

Major players for branded jewellery in the market are ASMI, EROS, TANISHQ ,SOLITIARE, SIGNATURE, GILI, AGNI, KIAH etc. Of late, some of the world's biggestnames in the jewellery and luxury items such as watches and cuff-links are makinginquiries to set up shop in India. Multi-national jewellery brands such as Tiffany, Cartier, Zales and Harry Winston are all said to be interested in coming here following the Government's decision to allow foreign direct investment of up to 51 per cent in single brand retail stores. Most of these stores have been sourcing cut and polished diamond and gold items from Indian firms. Now they are making inquiries for possible tie-ups in India. Simultaneously, domestic players are also drawing aggressive plans Shrenuj & Company Ltd has acquired 84.6 per cent stake in the US-based jewellery distributor Simon Golub & Sons Inc for US$ 22.7 million.

Kerala-based jeweller Malabar Gold will spend US$ 48 million over the next year in order to expand its presence in southern India as well as abroad. Gitanjali Gems Ltd, a Mumbai-based jeweller, has incorporated a wholly-owned subsidiary in Dubai, Gitanjali Ventures DMCC, whose main activity is trading india monds, precious stones, diamond jewellery and pearls.

Also, the Gitanjali Group has announced its foray into the luxury retail market through a new entity Luxury Connexions'. The company will invest US$ 24.5million over three years to set up luxury malls in eight leading cities across the country. Two new special economic zones (SEZs) for gems and jewellery are to come up at Goregaon and Dhulia,
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both in Maharashtra. Also, the state-run Minerals and Metals Trading Corp. (MMTC), plans to establish a gems and jewellery special economic zone (SEZ) in partnership with a private company.

Key factors influencing the jewellery retail scenario in India.

Diamond jewellery now is not restricted to just occasions like marriage but extends to all modern day occasions like Valentines day, Mothers day, Fathers day, Karva Chauth etc. All brands are targeting on the emotional bonds of human relationships
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and promoting the same accordingly, thus giving retailing jewellery in India a major boost. There is a marked shift in the consumers preferences and aspirations from gold jewellery to diamond jewellery which is fuelled by media hype and exposure to lifestyle and luxury products. With more women working in todays scenario the positioning of diamond jewellery as 9 to 5 wearable jewellery has increased emphasis on this segment. This is further fueled by the fact that with the number of double income house holds increasing this has resulted in more disposable incomes being available. With more and more players being introduced in the branded jewellery segment there is an onslaught of schemes and promotions on diamond jewellery round the year, which gives retail a great push. Each brand offers value added services like certification of gold and diamonds, life time return /buy back schemes, zero interest installments schemes which have made the diamond jewellery more affordable than its perceived traditional image of being expensive, thereby increasing consumption. To further strengthen the retail segment, most brands are getting into departmental stores, hypermarkets, supermarkets and specialty stores. Western style malls have begun appearing in metros and smaller cities alike, introducing the Indian consumer to a shopping experience like never before. Besides the franchise route the counters in most malls is another route that most of the brands are getting into which helps create a better reach of the product.

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The opening of a number of exclusive franchise outlets, not only can provide the entire range of jewellery under one roof but create an ambience to give consumers a total shopping experience.

Consumers are moving slowly away from contemporary jewelry to designer wear. They have also become very quality conscious. The Indian consumer is well traveled, and is exposed to the international shopping experience, and not only commands the same, but receives it too in India.

Jewellery buying is no longer confined to seasonal cycles of marriages, and Diwali and Christmas: anytime is a fine time and jewellery can be bought as much to express an emotion, as to proclaim the financial status of the wearer.

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MARKET PLAYERS JEWELLERY GITANJALI SANGINI KRISHNA JEWELLERS AGNI

TANISHQ AN INTRODUCTION
Tanishq is India's largest, most desirable and fastest growing jewelry brand in India.
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Started in 1995, Tanishq is the jewelry business group of Titan Industries Ltd - promoted by the TATA group, India's most respected and widely diversified business conglomerate. This year marks a decade of successful innings for Tanishq. With a retail sales of 1200 crore last year and gunning for 2000 crores this year, Tanishq has arrived in the Indian jewelry market. It is a story of a successful Indian enterprise, which has delivered value to its customers and shareholders in a complex category, marked by its completely localized front end as well as back end. Tanishq has set up production and sourcing bases with through research of the jewelry crafts of India. jewelry at Tanishq is crafted in one of the world's most modern factories. The factory complies with all labour and environmental standards. Located at Hosur, Tamil Nadu, the 1,35,000 sq. ft. factory is equipped with the latest and most modern machinery and equipment. Every product at Tanishq is painstakingly crafted to perfection. Diligent care and quality processes ensure that the Tanishq finish is unmatched by any other jeweller in the country. Tanishq challenged the age-old jeweller'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 introduced innovations like Karatmeter, the only non destructive means to check the purity of gold. Tanishq also introduced professional retailing in the dis- organised Indian jewelry bazaar, where women can shop with comfort and peace, without worrying about the purity of the jewelry they are buying, as well as, select from the best jewelry collections available in
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the Indian market. Tanishq today is India's most as pirational fine jewelry brand with 91 stores in 64 cities, with an exquisite range of gold jewelry studded with diamonds or coloured gems and a wide range of equally spectacular jewelry in 22Kt pure gold. Exquisite platinum jewelry is also part of the product range. Jewellery is one of the last great commodity frontiers in India; it has remained so because this market is very fragmented, very unorganized. Tanishq has successfully taken on the challenge of transforming this frontier into a reliable consumer space by bringing to it all the virtues and benefits that branding offers". - Harish Bhat, CEO, Tanishq.

LOCATING TANISHQ
Tanishq had its first showroom in Chennai in 1996. Today it has over 60 showrooms in
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47 cities. Only six of these are owned by the company. The rest are run by franchisees. There are six branches in Mumbai Tanishq 365/C,Linking Road, Khar , Mumbai-400 052 Ph: 022-26484846 / 26495959 Fax: 022 - 26487979 E-mail: btqkha@tanishqmail.com Tanishq No. 7, Brabourne Stadium, Veer Nariman Rd , Churchgate, Mumbai-400 020 Ph: 022-22821621/ 22826043 / 22838801 Fax: 022 - 22875155 E-mail: btqmum@tanishqmail.com Tanishq 19-21, Kailash Plaza, Vallabh Baug Road, Opp. Odeon Cinema, Ghatkopar East, Mumbai - 400 077 Ph: 022- 25128020 / 25127734 / 25128020 / 25127684 E-mail:btqgtk@tanishqmail.com Tanishq Level 2 R Mall Lbs Road, Mulund (W)
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Mumbai Ph: 022 67969627 / 67997874 / 39576922 E-mail:btqmln@tanishqmail.com Tanishq G-11, Inorbit Malls Mind Space, Malad Link Road, Malad, Mumbai - 400068 Ph: 022 56406945 / 56406938 E-mail:btqorb@tanishqmail.com Tanishq, Durga Chambers, Plot # Ctsf-904, 40 Waterfield Road, Rk Patkar Marg, Turner Road, Bandra(W), Mumbai:400050 Ph: 022-67100687 / 26424846

PRODUCT LINE & THE COLLECTIONS PRODUCT LINE:

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Tanishq Diamonds
The sparkle of diamonds has always attracted the human eye. Finding your perfect piece of diamond jewelry 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 caratage, colour 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. When it comes to diamonds at Tanishq you will be spoilt for choice from many collections we have to offer. Tanishq Gold From the traditional harams, mangalsutras and thalis 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 karatage, under valuation of the gold

GITANJALI JEWELS
Gitanjali Jewels is the pioneer concept of the Esteemed Gitanjali Group .We showcase a spectrum of shimmering gold and sparkling diamond brands .Treasured Jewellery that
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compliments all reasons, seasons and occasions.Gitanjali Jewels offers a dazzling bouquet of world's leading Jewellery brands that include Nakshatra, Gili, D'damas, Asmi, Diya, Maya Gold, Parineeta, Collection G, Gold expressions. Gitanajli Jewels blends and compliments your various attires and moods. Our price range of jewellry introduces the concept of Affordable Precious Luxury that suits the budget of all our consumers. Our stunning "One Shop Stop" Jewellery outlets spans across all over India. Experience the true essence of Indian Hospitality as you are welcomed in our store. The State of Art ambience and retail design add that jewel to the crown of our retail outlets. Our products are a personification of elegance and grandeur designed to celebrate the enigma of a woman. Our focus on Quality, Purity, and Variety & Exceptional Customer Service serves to enhance the jewellery buying experience for our consumers.

Gili
Gili began in 1994 and was the first of its kind, branded jewellery to be introduced in India.Delve deep into the history of this glorious brand, the naissance, celebrated achievements and learn about its vision and goals.
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A team of people, with a vision and passion to venture into the jewellery market led to the establishment of the brand that you discern, distinguish, and devour as Gili today.What started off as a dream, transformed into an organization, a Super Brand, setting high standards of excellence, with adornments that have left the consumers astounding and asking for more. Branded jewellery was an unfamiliar concept and was unheard of in India until Gili came along. Jewellery was always bought from the 'family jewellery'. Gili, despite this formidable barrier, was able to build trust in the consumer's mind with its consistently high quality, fine finish, diamond studded, and contemporary designer jewellery. To bring about a new brand for working women, was indeed treading into unknown territory. Inspiring trust amongst people, to make jewellery affable and affordable to every Indian, changing the mindsets of traditional Indians, were some of the difficulties Gili had to face up to. Soon the Gili newborn grew, developed and burgeoned into a household name, and a nation wide brand, a huge success. It was now a name synonymous with youth, love, feelings, and emotions.

Gili took everyone by surprise with its unique, inimitable and never seen before products. Its marvelous designs featuring a blend of Indian and western nuances had made Gili jewellery a stupendous sensation. Gili's magical jewellery had swooned buyers all across the nation. The Gili formula had worked in changing the people's perception regarding wearing Diamond jewellery only on special occasions, and it was now an everyday affair as women embraced and accepted the Gili way of adorning themselves. Thus, Gili captured the heart of every Indian woman.

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Gili was the first brand to start giving the customer "Certificate of Authenticity" with every piece of jewellery bought. Our purchasing system and our rigorous manufacturing process, enables us to stand by every commitment of diamond value and gold purity that we make. Over the last several years, Gili has been committed to its quality assurance and to creating the finest designs in diamond studded jewellery, only for you. And in turn you have made Gili the market leader from a market creator.

We hope to continue to adorn you for many years to come.

Gili, for every milestone in your life, and every day in between.

KRISHNA PEARLS

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Krishna Pearls.com is an online business of Krishna Pearls and Jewellers. After serving our customers for years through our traditional offerings, we now bring the same assurance of quality and service to our Online Channel.

Welcome to the jewel of the Deccan. 400 years old PEARL CITY as it is called, is both, historical and high-tech. Hyderabad with its legendry bazaars, and its renowned pearl trade is a shoppers paradise. The regal history of Hyderabad attracted traders and the favorable climatic conditions made them settle down here. A very reasonable price, unmatched craftsmanship and an amazingly low labor cost, has made this city THE CITY OF PEARLS. In continuation of this graceful work, Krishna pearls & jewellers, caters to a vast and elite list of customers with their latest, trendy and innovative new designs, with quality control exercised at every stage of manufacturing, sorting, designing pearl strings, pearl studded gold & silver jewellery, stone and diamond jewellery & handicrafts.

Great Offers and Discounts At this Online Store, we assure you value for your money. We periodically bring many exciting offers and discounts for our Online customers so keep visiting us to learn more.

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Secure Shopping We guarantee you a secure shopping experience on our Online Store. All information entered by you on these pages will be kept strictly in confidence and will not be sold for commercial gains. Our payment partners and shipping partners ensure a safe and comfortable shopping experience for you.

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Sangini

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AGNI
Agni Diamond Jewellery was originally introduced by the Diamond Trading Corporation (DTC) in the year 2002 & was subsequently handed over to Gitanjali Gems Limited. Agni in Sanskrit means I AM, stands for the woman with a distinct identity. Agni signifies the spirit of the modern Indian woman who is aware of her inner strength and has repeatedly proven that she can excel in any field she chooses. Agni caters to the woman of substance & satisfies her mind for rewards recognition, evolving continuously to suite her style & personality; Agni jewellery has a contemporary delicate and feminine look that is distinctly evocative of strength & grace.

OBJECTIVES
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 To study to awareness related to branded and non branded jewellery in Ghazipur city. To know the reason behind there buying attitude towards jewellery. To know the difference between qualities of branded and non branded jewellery. To study the variety of design of branded and branded jewellery. To analysis the sale of branded and non branded jewellary.

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IMPORTANCE
1. To study to awareness related to branded and non branded jewllery in Ghazipur. 2. To know the reason behind there buying attitude towards jewllery. 3. To measure the income group invested in jewllery. 4. To analysis the sales of branded and non branded jewllery. 5. To know the satisfaction level of customer after services of branded and non branded jewllery.

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SCOPE
To obtain awareness of Ghazipur jewellery customer with respect to branded and non branded jewellery product. They have any knowledge about ,what are different bwtween branded and non-branded jewellery . it measure the income group invested in jewellery.Itmeasure the reason behind there buying attitude towards jewellery.

LIMITATION
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 The Survey indicates only the study of branded and non- branded jewellery. The research limit is to consumer buying behavior towards branded jewellery only. Researcher can not get wide information during research in consumer buying behavior towards branded jewellery company.

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RESEARCH METHODOLOGY
METHODOLOGY Research is a common language refers to a search of knowledge. Research is scientific & systematic search for pertinent information on a pacific topic, infect research is an art of scientific investigation. Research methodology is a scientific way to solve research problem. It may be understood as a science of studying how research is doing scientifically. In it we study various steps that are generally adopted by research by research in studying hair research problem it is necessary for researchers to know not only know research method techniques but also technology. The scope of Research Methodology is wider than of research methods. The research problem consists of series of closely related activities. At a times. The first step determines the native of the last step to be undertaken, why a research has been defined what data has been collected and what a particular methods have been adopted and a host of similar other questions are usually answered when we talk of research methodology concerning a research problem or study. The project is a study where focus is on the following points: Research Design A research design is defined, as the specification of methods and procedures for acquiring the information needed. It is a plant or organizing framework for doing the study and collecting the data. Designing a research plan requires decision all the data sources, research approaches, Research instruments, sampling plan and contact methods.
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Research design is mainly of following types: Exploratory research Descriptive studies Casual studies

EXPLORATORY RESEARCH The major purposes of exploratory studies are the identification of problems, the more precise formulation of problems and the formulation of new alternative courses of action. The design of exploratory studies us characterized by a great amount of flexibility and ad hoc veracity. DESCRIPTIVE RESEARCH Descriptive research in contrast to exploratory research is marked by the prior formulation of specific research Questions. The investigator already knows a substantial amount about the research problem, perhaps as a Result of an exploratory study, before the project is initiated; Descriptive research is also characterized by a preplanned and structured design. CASUAL OR EXERIMENTAL RESEARCH A casual design investigates the cause and effect relationships between two or more variables. The hypothesis is tested and the experiment is done. There are following types of casual designs:
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I. II. III. IV. V. VI.

After only design Before after design Before after with control group design Four groups, six studies design After only with control group design Consumer panel design
These data are collected first time as original data. The data is recorded as observed or encountered. Essentially they are raw materials. They may be combined, totaled but they have not extensively been statistically processed. For example, data obtained by the peoples.

PRIMARY DATA-

SECONDARY DATA-

Sources of Secondary Data . Following are the main sources of secondary data:

Period of Study: Area of study:

This study has been carried out for a maximum period of 8 weeks. The study is exclusively done in the area of finance. It is a process requiring care, sophistication, experience, business judgment, and imagination for which there can be no mechanical substitutes.

Sampling Design:

The convenience sampling is done because any probability sampling procedure would require detailed information about the universe, which is not easily available further, it being an exploratory research.

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Sample Procedure: In this study judgmental sampling procedure is used. Judgmental

sampling is preferred because of some limitation and the complexity of the random sampling. Area sampling is used in combination with convenience sampling so as to collect the data from different regions of the city and to increase reliability.

Sampling Size: Method of the Sampling: Probability Sampling:

The sampling size of the study is 100 users.

It is also known as random sampling. Here, every item of the universe has an equal chance or probability of being chosen for sample. Probability sampling may be taken inform of:

Simple Random Sampling:

A simple random sample gives each member of the population an equal chance of being chosen. It is not a haphazard sample as some people think! One way of achieving a simple random sample is to number each element in the sampling frame (e.g. give everyone on the Electoral register a number) and then use random numbers to select the required sample .Random numbers can be obtained using your calculator, a spreadsheet, printed tables of random numbers, or by the more traditional methods of drawing slips of paper from a hat, tossing coins or rolling dice.

Systematic Random Sampling

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This is random sampling with a system! From the sampling frame, a starting point is chosen at random, and thereafter at regular intervals.

Stratified Random Sampling

With stratified random sampling, the population is first divided into a number of parts or 'strata' according to some characteristic, chosen to be related to the major variables being studied. For this survey, the variable of interest is the citizen's attitude to the redevelopment scheme, and the stratification factor will be the values of the respondents' homes. This factor was chosen because it seems reasonable to suppose that it will be related to people's attitudes.

Cluster and area Sampling

Cluster sampling is a sampling technique used when "natural" groupings are evident in a statistical population. It is often used in marketing research. In this technique, the total population is divided into these groups (or clusters) and a sample of the groups is selected. Then the required information is collected from the elements within each selected group. This may be done for every element in these groups or a sub sample of elements may be selected within each of these groups.

Non Probability Sampling

It is also known as deliberate or purposive or judge mental sampling. In this type of sampling, every item in the universe does not have an equal, chance of being included in a sample. 33

It is of following type: Convenience Sampling

A convenience sample chooses the individuals that are easiest to reach or sampling that is done easy. Convenience sampling does not represent the entire population so it is considered bias.

Quota Sampling
In quota sampling the selection of the sample is made by the interviewer, who has been given quotas to fill from specified sub-groups of the population.

Judgment Sampling
The sampling technique used here in probability > Random Sampling. The total sample size is 60 profiles.

Data Collection: Data is collected from various customers through personal interaction. Specific questionnaire is prepared for collecting data. Data is collected with mere interaction and formal discussion with different respondents and we collect data in Insurance Industry and face to face contact with the persons from whom the information is to be obtained (known as
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informants). The interviewer asks them questions pertaining to the survey and collects the desired information. Thus, we collect data about the working conditions of the workers of Insurance Industry; we worked at Insurance Industry contact the workers and obtain the information. The information obtained is first hand or original in character.

DATA COLLECTION METHOD

PRIMARY

SECONDARY

Direct personal Interview Indirect personal Interview

Published Sources Unpublished Sources

Information from correspondents Mailed questionnaire Question filled by enumerators.

Govt. publication

Report Committees & Commissions Private Publication

Question: 1 Factor that guide you while purchasing jewellery?

S. No 1 2

Option BRANDED NON BRANDED Total

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Respondent 68 32 100

Percentage 68 32 100

DATA ANALYSIS The above table indicates that 68 % of respondents feel that various factors guide

them while they are purchasing.

The above table indicates that 32% of respondents feel that they are not affected by

any factor while purchasing.

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INTERPRETATIONMost of the respondent found that they are fairly guided by the various factors which guide them while they are purchasing branded product.

Question:2 Do you know the difference between branded and non branded jewllery?

S. No 1 2 3

Option Yes No To some Extent Total

Respondent 55 35 10 100

Percentage 55 35 10 100

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DATA ANALYSIS The above table indicates that 55 % of respondents know the difference branded and non

branded jewellary .
The above table indicates that 35% of respondents feel that they have no idea about the

difference between branded and non branded jewellary .

The above table indicates that 10 % of they have the knowledge for some extent about

the difference between branded and non branded jewellary .

INTERPRETATION38

Most of the respondent said that they know the difference between branded and nonbranded jewellery.

Question:3 How much amount of your income would you like to invest in jewellery?

S. No 1 2 3

Option More than Approx Less than Total

Respondent 36 49 15 100

Percentage 36 49 15 100

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DATA ANALYSIS The above table indicates that

36 % of respondents told that they will invest good

amount of their salary in jewellary .

The above table indicates that 49% of respondents feel that they will invest a huge

amount of their salary in jewellary

The above table indicates that

15 % of respondents feel that they will invest a less

amount of their salary in jewellary INTERPRETATION40

Most of the respondent said that they invest huge amount of salary in jewellery.

Question: 4 Does your jeweller provide you after sales service?

S. No 1 2

Option Yes No Total

Respondent 37 63 100

Percentage 37 63 100

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DATA ANALYSIS The above table indicates that 37% of respondents told their jewelers provide them after

sales services.
The above table indicates that 63% of respondents feel that their jewelers will not

provide them proper after sales services.

INTERPRETATION-

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Most of the respondent feel that their jeweler will not provide them proper after sales service.

Question:5 Tick against the brand that you are aware in the jewellery market?

S. No 1 2 3

Option Gili Sangini Agni Total

Respondent 36 49 15 100

Percentage 36 49 15 100

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DATA ANALYSIS The above table indicates that 36% of respondents are aware about GILI Brand in the

jewellery market.
The above table indicates that 49% of respondents are aware about Sangini Brand in the

jewellery market.
The above table indicates that 15% of respondents are aware about Agni Brand in the

jewellery market. INTERPRETATIONMost of the respondent found that they are aware about sangini brand in the jewellery.

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Question:6 From which product you get discount scheme?

S. No 1 2 3 4

Option Branded Non-Branded Both None Total

Respondent 27 20 40 13 100

Percentage 27 20 40 13 100

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DATA ANALYSIS The above table indicates that 27% of respondents are aware about that they get discount on

branded product.
The above table indicates that 20% of respondents are aware about that they get discount on

non branded product.

The above table indicates that 40% of respondents are aware about that they get discount on

both product.
The above table indicates that 13% of respondents are aware about that they get discount on

any product.

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INTERPRETATION-

Most of the respondent are known that they will get discount on both branded and nonbranded jewellery.

Question:7 When you go to buy ornament which would provide better consultancy?

S. No 1 2 3 4

Option Branded Non-Branded Both None Total

Respondent 25 10 60 5 100

Percentage 25 10 60 5 100

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DATA ANALYSIS The above table indicates that 25% of respondents are aware about that on branded

product they get better consultancy

The above table indicates that 20% of respondents are aware about that on non

branded product they get better consultancy.

The above table indicates that 60% of respondents are aware about that on both

product they get better consultancy .

The above table indicates that 05% of respondents are aware about that on none of

product they get better consultancy.

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INTERPRETATIONMost of the respondent know that on both product branded and non-branded they will get better consultancy.

Question:8 In which saving scheme do your prefer to invest your income?

S. No 1 2 3

Option Jewellery Share Market Real e-state Total

Respondent 45 20 35 100

Percentage 45 20 35 100

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DATA ANALYSIS The above table indicates that 45% of respondents prefer to invest their income in

jewellery scheme.
The above table indicates that 20% of respondents prefer to invest their income in

Share Market scheme.

The above table indicates that 35% of respondents prefer to invest their income in

real estate scheme.

INTERPRETATION50

Most of the respondent are found that they are preferring to invest their income in jewellery scheme.

Question:9 In terms of design, which jewellery product provide you plenty of design?

S. No 1 2 3 4

Option Branded Non-Branded Both Cant you say Total

Respondent 29 21 45 5 100

Percentage 29 21 45 5 100

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DATA ANALYSIS The above table indicates that 29% of respondents are preferring that branded

jewellery product provide plenty of design .

The above table indicates that 21% of respondents are preferring that non branded

jewellery product provide plenty of design .

The above table indicates that 45% of respondents are preferring that both jewellery

product provide plenty of design .

The above table indicates that 5% of respondents have no idea about it. .

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INTERPRETATION-

Most of the respondents are preferring that both product will provide plenty of design.

Question:10 Have you bought any branded jewellery?

S. No 1 2

Option Yes No Total

Respondent 87 13 100

Percentage 87 13 100

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DATA ANALYSIS The above table indicates that 87% of respondents prefer that they bought branded

jewellery.
The above table indicates that 13% of respondents are preferring that they never

bought branded jewellery.

INTERPRETATIONMost of the respondent found that they have bought branded

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FINDING
68 % of respondents feel that various factors guide them while they are puechasing. 32% of respondents feel that they are not affected by any factor while purchasing. 40 % of respondents know the difference branded and non branded jewellary . 45% of respondents feel that they have no idea about the difference between branded and non branded jewellary . 10 % of they have the knowledge for some extent about the difference between branded and non branded jewellary . 36 % of respondents told that they will invest huge amount of their salary in jewellary . 49% of respondents feel that they will invest a good amount of their salary in jewellary 5 % of respondents feel that they will invest a less amount of their salary in jewellary 37% of respondents told their jewelers provide them after sales services. 63% of respondents feel that their jewelers will not provide them proper after sales services. 36% of respondents are aware about GILI Brand in the jewellery market. 49% of respondents are aware about Sangini Brand in the jewellery market.
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 15% of respondents are aware about Agni Brand in the jewellery market. 27% of respondents are aware about that they get discount on branded product. 20% of respondents are aware about that they get discount on non branded product. 40% of respondents are aware about that they get discount on both product. 13% of respondents are aware about that they get discount on any product. 25% of respondents are aware about that on branded product they get better consultancy 20% of respondents are aware about that on non branded product they get better consultancy. 60% of respondents are aware about that on both product they get better consultancy . 05% of respondents are aware about that on none of consultancy. 45% of respondents are preferring to invest their income in jewellery scheme. 20% of respondents are preferring to invest their income in Share Market scheme. 35% of respondents are preferring to invest their income in real estate scheme. product they get better

29% of respondents are preferring that branded jewellery product provide plenty of design .
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 21% of respondents are preferring that non branded jewellery product provide plenty of design . 45% of respondents are preferring that both jewellery product provide plenty of design . 5% of respondents have no idea about it. . 29% of respondents are preferring that branded jewellery product provide plenty of design . 21% of respondents are preferring that non branded jewellery product provide plenty of design . 45% of respondents are preferring that both jewellery product provide plenty of design . 5% of respondents have no idea about it. . 87% of respondents are preferring that they bought branded jewellery. 13% of respondents are preferring that they never bought branded jewellery.

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RECOMMENDATION

I have been done mine survey on the topic a study on consumer buying behaviour towards branded jewellery in ghazipur city. After complete my survey i want to suggest firstly make more standard for their product. secondaly they provide huge design and advertise their product in a very significant manner.One thing i also want to suggest that branded segment provide a beeter purchase schemes on the time of festive season and improve their after sales services.
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Secondaly i would suggest to branded jewellery that they come in ghazipur city and open their distinguish showroom with their brand.

CONCLUSION
1. Most of the respondent found that they are fairly guided by the various factors which guide them while they are purchasing branded product. 2.Most of the respondent said that they know the difference between branded and nonbranded jewellery. 3. Most of the respondent said that they invest huge amount of salary in jewellery. 4. Most of the respondent feel that their jeweller will not provide them proper after sales service.
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5. Most of the jewellery.

respondent

found that they are aware about sangini brand in the

6. Most of the respondent are aware about that they will get discount on both branded and non-branded jewellery. 7. Most of the respondent know that on both product branded and non-branded will get better consultancy. 8. Most of the respondent found that they are preferring to invest their income in jewellery scheme. .9. Most of the respondents are preferring that both product will provide plenty of design. they

10.Most of the respondent found that they have bought branded jewellery

LIMITATION TO STUDY

The geographical area was very much limited to residential area & so the results are not particularly reflection of the current behavior. Biases and non-cooperation of the respondents.

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Due to limited time period and constrained working hours for most of the respondents, the answers at times were vague enough to be ignored. Most of the results that are spelt out have been of qualitative People are not interested in giving personal opinion
A good report sells the results of the study, but it should not oversell. Every project has limitations. The competent researcher does not attempt to gloss over these points but instead calls them to the attention of the readers. This helps readers from a more accurate interpretation of the result then otherwise do it has the added advantage from the researchers stand point, of giving confidence in the result presented. If reader fined limitation that the report does not point out, they are apt to wonder how carefully the research was done. So in this research report limitation is several types:

The research is done only in the Ghazipur area. Some data was collected on random basis. Time factor is also limitation of the research. Respondent was hesitant to give information due to misapprehension best known to them. The tools which I have choosen was interview and queationnaire as we know in the questionnaire the respondents do not give accurate answer and they do not show the interest to give answers.

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QUESTIONNAIRE
Dear Respondents, Myself Chetan pursuing B.B.A. At T.E.R.I. P.G. College, Ghazipur. For this purpose I seek your responses and kind co-operation for the completion of the survey Report. sYour responses will be kept confidential and will be used only for academic purpose. Thank you Chetan B.B.A.IV
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T.E.R.I. P.G. College, Ghazipur Name: Age:Gender:. ..Address .EMail: Education:.Occupation Income: Question:1 Factor that guide you while purchasing jewellery? (A) branded (B) Non branded

Question:2 Do you know the difference between branded and non branded jewllery? (A) Yes (C) To some Extent Question:3 How much amount of your income would you like to invest in jewellery? (A) More than 60% (B) Approx 40% (B) Approx 50% (D) Less than 20% (B) No

Question:4 Does your jeweler provide you after sales service? (A) Yes (B) No

Question:5 Tick against the brand that you are aware in the jewellery market? (A) Gili (C)Agni
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(B) Sangini

Question:6 From which product you get discount scheme? (A)Branded (C) Both (B) Non-Branded (D)None

Question:7 When you go to buy ornament which would provide better consultancy? (A) Branded (C) Both (B) Non-Branded (D) None

Question:8 In which saving scheme do your prefer to invest your income? (A) Jewellery (B) Real e-state Question:9 In terms of design, which jewellery product provide you plenty of design? (A) Branded (C)Both (B) Non-Branded (D) Cant you say (B) Share Market

Question:10 Have you bought any branded jewellery? (A) Yes (B) No

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BIBLIOGRAPHY & REFERENCES

BOOKS
Marketing Management : Philip Kottler

Ramaswamy Marketing Research : Bound, Stash & Others

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INTERNET www.allprojects.com www.scribd.com www.google.com www.medianewsline.com www.sbilifeins.com www.lic.com

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