A

PROJECT ON

CONSUMPTION PATTERN OF CUSTOMER

IN DIAMONDS

MASTER OF MARKETING MANAGEMENT

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR

AWARD OF MASTER OF MARKETING MANAGEMENT OF UNIVERSITY

OF PUNE

SUBMITTED BY:

1
 RAMAWATAR YADAV
2008-2010

PRN NO: - 2060800978

OF
(MATRIX BUSINESS SCHOOL PUNE-4)

GUIDED BY PROF:- Dr. Manoj Gadre

MATRIX BUSINESS SCHOOL PUNE-4

CERTIFICATE

This is to certify that the FIELD WORK titled

“CONSUMPTION PATTERN OF CUSTOMER IN DIAMONDS”
Is a Bona fide work carried out by Mr.
RAMAWATAR YADAV student of Master of MARKETING
MANAGEMENT Semester 2nd P.R.NO.: 2060800978 of
MATRIX BUSINESS SCHOOL, PUNE under University of Pune
in the Year 2009.

2
Internal guide Director

Dr. Manoj Gadre Dr. J.N. Pol

Date:
Place:Pune College Seal

DECLARATION

I RAMAWATAR YADAV student of the Master of Marketing Management hereby

declare that all information, facts and figures in this report are as my own findings
and experience in the Pune city. I also hereby declare that all the facts, figures and
information given in this report is absolutely correct.

This information has been used for purely academic purpose.

3
RAMAWATAR YADAV
MMM
Roll. No. 44

4
ACKNOWLEDGMENT

The research on “CONSUMPTION PATTERN OF CUSTOMER IN

DIAMONDS” has been given to me as part of the field study in 2-Years Masters
Degree in Marketing Management.
I have tried my best to present this information as clearly as possible using
basic terms that I hope will be comprehended by the widest spectrum of
researchers, analysts and students for further studies.
The successful completion of any project requires guidance and help from
number of people.

This project report could not have been completed without the guidance of Dr.
Manoj Gadre .

In the end, I would also like to thank all faculty member , jewelers and all
those whose names are not mentioned above and who have indirectly helped me in
various ways in successfully carrying out the project.

RAMAWATAR YADAV

5
 INDEX

S.NO. PARTICULARS PAGE NO.

1. Title Page 1
2. Certificate of College 2
3. Declaration 3
4. Acknowledgment 4
5. Index 5
6. 1.) Executive summary 6
7. 2.)Objective 7
8. 3.)An Overview of Indian Diamond Industry 8-11
9. 4.)Diamonds an Overview 12-18
10. 5.)Research Methodology 19-20
11. 6.)Data Interpretation and Analysis 21-37
12. 7.) Observation & Findings 38
13. 8.) Conclusion & Recommendations 39
14. 9.)Annexure 40-44
15. 10.)Bibliography 45

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 1. EXECUTIVE SUMMARY

This field work is carried out to study the Consumption pattern

of consumer in diamonds in Pune city. This field work will help
to get knowledge about an overview of Indian diamonds
industry as well as consumer perception regarding to diamonds.
This field work is carried in the supervision of Dr. Manoj Gadre
of MATRIX BUSINESS SCHOOL.

This is research is done on exploratory research. In this research

random sampling method is taken. Secondary data is collected
from Internet and primary data is collected by Questionnaire &
Personal Interview.
7
For the analysis of primary data is done on the basis graphical &
statistical method.

2. OBJECTIVES

2.1 To know the market share of diamonds in export and in GDP.

2.2 To know the perception of customers regarding diamonds.

2.3 To determine the customers satisfaction regarding diamond.

8
2.4 To determine the factors influencing the choice of buying of customers
regarding diamonds.

9
 3. An Overview of Indian
Diamonds industry

3.1 Diamonds
• World's largest cutting and polishing industry for diamonds.
• Well supported by the banking sector and government policies.
• Export potential for polished diamonds / finished diamond jewellery.
3.2 Exports
The net exports of gems and jewellery stood at Rs 44086.41 crores for the period
April-September 2008. The gems & Jewellery sector witnessed a growth of 18.41
per cent during this period of the financial year, with a total gem and jewellery
exports of Rs 46010.69 crores as against Rs 38856.53 crores in the corresponding
period of the previous year(i.e. April-September 2007).
Table 3.2.1 : Composition of Exports
ITEMS April-September- April-September-07 % Growth / decline
08 (Provisional) over previous Year

Rs. In US $ in Rs. In US $ in Rs. US $

Crores Million Crores Million
Cut & Pol 33518.77 8041.93 27174.55 6613.42 23.35 21.60
Diamonds
(Quantity in 228.34 203.73 12.08
Lakh Carats)
Gold Jewellery 4275.64 1025.82 5157.85 1255.26 -17.10 -18.28
-
SEZ / EPZ 5228.87 1254.53 4422.07 1076.19 18.24 16.57

Total 9504.51 2280.35 9579.93 2331.45 -0.79 -2.19

Colored 624.82 149.91 530.40 129.08 17.80 16.14

Gemstones
Others 438.31 105.16 491.50 119.62 -10.82 -12.09

Exports of 1924.28 461.68 1080.16 262.88 78.15 75.62

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 Rough
Diamonds
(Quantity in 191.18 121.29 57.63
Lakh Carats)
Net Exports 44086.41 10577.3 37776.37 9193.57 16.70 15.05
5
(Source: www.indiainbusiness.nic.in )
NOTE : -
1) Data of Cut & Polished Diamonds include export of CPD (Bonded W.H) also.
2). Figures for April / September '2008 are provisional and subject to revision.
3) Figures doesn't included from Bangalore August & September 2008,
Coimbatore, Mumbai FPO, Chennai Hyderabad, Cochin, MEPZ & SEZ Kolkata
month of Sept 2008
4). Above figures does not include data for Costume/ Fashion Jewellery, and Sales
to foreign tourists.
5) Top Export Destination are United States, Hong Kong, UAE, Singapore , and
Belgium .

3.3 Advantages for the diamonds industry in India

• Diamonds and Jewellery hub
• Rich tradition / heritage of craftsmanship with high level of skills
• Low production costs
• Effective worldwide distribution network for promotion and marketing.
• Diamond polishing capital of the world.
• Manufacturing excellence
3.4 Investment Opportunities
• Gemstone Processing (Cutting and Polishing)
• Jewellery manufacturing and retailing
• Jewellery certification
• Branded jewellery

3.5 Policy Initiatives provided by the government

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 The gem and jewellery industry has responded well to the duty reductions
made last year. In order to encourage value addition and exports Government
exempted following from duty rough cubic zirconia and to reduce the duty on
polished cubic zirconia from 10 per cent to 5 per cent. Similarly, the duty on rough
coral will be reduced from 10 per cent to 5 per cent.

Reduction in net profit rate from 8% to 6% for all assesses engaged in

diamond manufacturing and trading sector under Benign Assessment Procedure.
• Import duty exemption on Rough Cubic Zirconia.
• Reduction of import duty on cut
• Reduction of import duty on Cut and Polished Cubic Zirconia and Rough
Coral from 10 per cent to 5 per cent.

3.6 Recent Developments

• Shri Jairam Ramesh, Hon'ble Minister of State for Commerce led a
delegation to Angola and Namibia.
• A Joint Working Group was formed between Namibia and India to prepare a
detailed plan for long term partnership in the diamond sector. The focus
would be on direct sourcing of roughs from Namibia and on setting up of
factories and training Institutes.
• The delegation in Angola, discussed that ENDIAMA, Diamond mining
company would shortly open an office in India. Angola has invited Indian
diamond companies to set up factories and training institutes in Angola. The
Council has invited the President of Angola as the "Chief Guest for Mines to
Market 2009".

3.6.1 Gem and Jewellery Export Promotion Council (GJEPC)

The Gem and Jewellery Export Promotion Council is a representative body of
trade. The following initiatives have been taken by the council in order to enhance
competitiveness such as:
• Preparation of a medium term exports strategy for various sectors including
gems and jewellery by the Ministry of Commerce.
• Exploring the possibility of direct procurement of rough diamonds from
mining countries.

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 • Promotion of Indian diamonds and jewellery abroad through advertisements,
publicity and participation in international fairs, buyer-seller meets and
direct approach to market retailers.
• Market study through experts in the field to identify new markets.
• Promotion of export of 'hallmark' jewellery from India to assure foreign
customers of quality and purity of jewellery made in India.

4. Diamonds an overview
Jewellery has been an integral part of the Indian culture and civilization since
ancient history. They were in demand and fashion since ancient civilizations as
Harappa and Mohanjodaro. Made out of variety of materials, jewelry can be
adorned to highlight almost any part of body. After India became independent in
1947, for several years, the several years, the nation’s economy was in the
depression. Several views for business and commerce opened up as new policies
came into place, journey towards progress and development also began for the
diamond industry.

Currently, India is the world’s largest diamond processing (cutting and polishing)
country with around 1 million processors treating over 57 % of the world’s rough
diamonds by worth. According to recent reports, 11 out of 12 diamond (stones) set
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in jewelry are cut and polished in India. Processing is done on rough diamonds in a
complete range of sizes and qualities, including stones larger than 10 carats.
In terms of carat, India's contribution in this sector is about 80% of the global
market. Employing over 90% of the global diamond industry workforce, the
country also accounts for about 90 % of the volume of diamonds processed in the
world.
Table 4.1 Types of Diamonds

Precious Semi Precious

Ruby Tiger Eye’s
Pearl Opel
Red Coral Tarquoise
Emerald Moon Stone
Yellow Sapphire Red Garnet
Diamond Aquamarine
Blue Sapphire Green tourmaline
Gomed Pink tourmaline
Cat’s Eye Lapiz lazuli
Piles Stone
White Coral
Yellow Topaz
Kidney Stone
Amethyst
( source:www.rudraksh.info )

4.1 RUBY

Ruby
Any shade of red, from light pinkish red to dark purplish red. In
ancient times, pinkish red rubies were called Padmaraga (red as
Color
the lotus) or Feminine rubies, while dark red rubies were
considered Masculine stones.
Occurrence Burma- Burmese rubies historically comes from the Mogok stone
tract. The history of mining in Burma is long, complex and
turbulent and date back thousands of years. Gems occur in a
14
 gravel layer called Byon at a depth of 20 to 100 feet, and are
recovered by rudimental washing and screening and then hand-
picking of encouraging-looking pebbles. Today, the Mong Hsu
tract is also producing gem quality stones. Very fine Burmese
stones over 5 carats are today extremely rare and can command
ten times as much the price of a 5 carats diamond. Other
producers of fine rubies are Thailand, Pakistan, Vietnam, Ceylon,
and East Africa.
Astrological-Healing Properties
Signs of a well-placed Venus Creative, vital, resistant, determined and
decisive.
Successful activity, authority.
Royalty, high position in administration.
Cheerful outlook, good fortune, ambition to
achieve great heights, brilliance, optimism,
success in worldly affairs.
Heart diseases, eye inflammation, low or high
blood pressure,Hemorrhage, cardiac thrombosis,
Prevention of the following heated and bilious constitution
diseases Cerebral meningitis, eruption of the face,
typhoid, polypus, epilepsy, bile complaints, sun-
stroke, scorches, diseases of the head
Element Fire
Sign Leo
Manikya, Ruby, Padmaraga, Red-lotus color
Sanskrit Names gem, Shona-Ratna, Red jewel, Ravi-Ratna, Gem
of the sun.
4.2 PEARL
Gemological Properties
Color The color of a pearl is the result of a body color and an
overtone color (known as orient) present (due to surface
effects) as a lustrous sheen. White, light cream, light rose, light
yellow, blue and green overtones on a white body, black and
colored pearls.
Occurrence Saltwater pearls are the most important on the market place.
These come principally from the Persian gulf (coasts of Iran,
Oman, Saudi Arabia and Bahrain State), Gulf of Manaar ( an

15
 arm of the Indian Ocean between India and Ceylon), Australia,
South Seas, Japan, and Venezuela. Freshwater pearls come
from rivers throughout the world.

Astrological-Healing Properties
Planet Moon
Signs of a well- The native will have good affluence, good fortune, recognition
placed Venus and fame.
Emotions under control. Good memory. Balanced emotional life.
Success, happiness and comfortable life . Sicknesses during
childhood. Indecisions, lack of mental balance. Desire to lie and
spread false rumors.
Mukta, Pearl, Sasi-ratna, Gem of the moon, Taraka, Falling star,
Sanskrit Names
Jiva-ratna, Gem of the intellect.

4.3RED CORAL
Gemological Properties
Color Flesh pink, pale to deep rose red, salmon pink, red to
dark ox-blood red (this one being the most rare and
priced).
Occurrence Throughout the Mediterranean Sea and Red Sea areas,
Spain, Morocco, Malaysia, Japan. The most important
center for the fishing and manufacturing of the finest
red coral is Torre Del Greco (Italy).

Astrological-Healing Properties
Planet Mars
Signs of an afflicted Aggressiveness, temper, arguments, fights, accidents,
Mars violence, rebellions, fire. Constant surgical operations.
War or family arguments.
Prevention of the Eruptions of the face and body Cuts, burns, bruises
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following diseases General diseases of the blood, muscular system, bone
marrow.
Sign Aries & Scorpio
Sanskrit Names Munga,red coral, Bhauma-ratna,Gem of Mars, Vidruma,
The coral tree, Abdhijantu, Being of the ocean.

4.4 YELLOW SAPPHIRE (Pukhraj)

Gemological Properties
Color Any shade of yellow, from pale yellow color to dark
orangish golden to greenish yellow.
Occurrence Sri Lanka, Burma, Thailand, Cambodia, Australia,
East Africa, USA.

Astrological-Healing Properties
Day Thursday
Signs of a well-placed Happiness Good children and grandchildren
Jupiter Wealth, name, fame, success and honor.
Wisdom, longevity
Prevention of the following Liver complaints, jaundice, dropsy, flatulence,
diseases dyspepsia, abscess, disorders of pancreas, tumors,
skin troubles, cerebral congestion, catarrh,
circulation of blood in the arteries and fat in the
body.
Sanskrit Names Pusparaga, Yellow sapphire, Guru-Ratna, Gem of
Guru, Puspa-Raja, King of flowers, Vascapati
vallabha, Beloved of Jupiter.

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 4.5 GOMED (Hessonite Garnet)
Gemological Properties
Color From light yellowish orange to dark brownish orange
and dark orange - red
Occurrence Sri Lanka, Canada, Brazil, East Africa, Madagascar.

Astrological-Healing Properties
Signs of an afflicted Jupiter * Rahu is a spiritual inclined planet. When it is well-
placed, the native usually has very strong spiritual
tendencies, desire to do goodness to others and
detachment to material goals. He is very influential
and respected in society.
* Power, fame, political success, money
* Obsessive and convulsive influences
* Inertia, dullness, grossness, insensitivity,
ignorance.
Prevention of the following Cancer, fears, phobias, undiagnosable illnesses,
diseases poisons
Sanskrit Names Gomeda, cow's urine colored gem, Rahu-ratna,
Rahu's gem, Pita rakta mani, Orange gem, Tamo-
mani, Rahu's jewel.

4.6 Emerald

Gemological Properties
Color From light yellowish green to dark bluish green and
everything in between.
Occurrence The finest emeralds are from Colombia at Chivor,
Muzo, Gachala and Coscuez mines. Other fine
emeralds come from Brazil, Zambia, Pakistan,
Russia, Tanzania (Lake Manyara). Colombian
emeralds from Muzo and Coscuez can be
18
 distinguished in a general way because Muzo material
is blue-green, whereas that from Coscuez is yellowish
green.

4.7 DIAMOND

Gemological Properties Astrological-Healing Properties

Colorless to hues of brown, Planet Venus
yellow, pink, chartreuse, Sign: Taurus & Libra
blue, etc. The most priced Signs of a well- Element: Water
Color
diamond are those placed Venus Day: Friday
classified as colorless and Time: Sunrise
"fancy" Vajra, Lightning bolt,
South Africa, Angola, Sanskrit Hiraka, Diamond,
Botswana, Australia, Names Bhargava-priya,
Occurrence
Russia, India, Brazil, Beloved of Venus.
Venezuela.

4.8 CAT'S EYE

Gemological Properties Astrological-Healing Properties
Color Light greenish yellow, Planet Ketu
green, brownish green, Sign Pisces
brownish yellow, brown Sanskrit Ketu-ratna, Ketu's gem,
Occurrence Sri Lanka, Tanzania, Names Vaidurya, Cat's eye,
Brazil, China, Russia Sutra-mani.

4.9 BLUE SAPPHIRE (NEELAM)

Gemological Properties Astrological-Healing Properties

Color Light blue to dark blue, Signs of a Wisdom, integrity,
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 violetish-blue, greenish-blue,
well-placed
steely-blue, color change Jupiter
from blue or greenish blue to
violet-purple.
Occurrence Sri Lanka, Thailand
(Kanchanaburi), Cambodia
(Pailin), Burma, Kashmir,
Australia (Anakie),
Tanzania, Madagascar, USASanskrit
(Montana, Yogo Gulch). Names
discipline, spiritual
achievement patience,
dedication and non-
attachment.
Saturn also govern
leadership and perfection,
highest human qualities,
long life
Nilam, Blue sapphire,
Nila-mani, Blue jewel,
Indra-nilam, Royal blue
gem, Sani-ratna,

4.10 RASHI & GEMS

SUN - SIGN STONE'S NAME

White Pearl, Ruby, Rosser Reeves Ruby, Star - Cabochon, Cat's
Aries
Eye
Taurus Diamond, White Pearl
Gemini Red Coral
Cancer Emerald Green (Panna), Blue Lapiz Lazuli
Leo Diamond, White Pearl
Virgo Pearl, Blue Sapphire
Libra Topaz, Yellow Sapphire
Scorpio Emerald Green (Panna), Blue Lapiz Lazuli
Sagittarius Neelam, Blue Lapiz Lazuli
Capricorn Pearl, Blue Sapphire
Aquarius Topaz, Yellow Sapphire
Pisces Emerald Green (Panna), Blue Lapiz Lazuli

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 5. RESEARCH METHODOLOGY

It is well known fact that the most important step in marketing research
process is to define the problem. Choose for investigation because a problem well
defined is half solved. That was the reason that at most care was taken while
defining various parameters of the problem. After giving through brain storming
session, objectives were selected and the set on the base of these objectives. A
questionnaire was designed major emphasis of which was gathering new ideas or
insight so as to determine and bind out solution to the problems. Research included
gathering both Primary and Secondary data.

5.1Market size
Market size or population for a project is consider as the geographic area.
For this field work market size is Pune city of Maharashtra state.
21
 5.2Sample size

It gives the target population that will be sampled. This field work was
carried in Pune. As a sample size 50 customer respondents and 15 organizational
respondents is selected base on convent sampling method.

5.3 Secondary Data

Secondary data are those data which has been collected by someone else
and which already have been passed through statistical process. For this field work
secondary data has been taken from internet, and company’s web sites.

5.4Primary data

Primary data is the first hand data, which are selected a fresh and thus
happen to be original in character. Primary Data was crucial to know various
customers and past consumer views about consumption and buying in diamonds.
The method for collection of primary data is used as questionnaire and interview.

5.5ANALYSIS

The analysis is carried out in two part:-

(A) For the owner of shops.
(B) For customer.
After the data has been collected, it was tabulated, presented in chart
and findings of the project were presented followed by analysis and
interpretation to reach certain conclusions.
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5.6Time Frame

Time frame for this field work is 1 week.

5.7SCOPE

This project is based on the CONSUMPTION PATTERN OF

CUSTOMER IN DIMONDS and for the conclusion of primary data the
scope is restricted to Pune city only.

5.8LIMITATIONS

5.8.1 Research work was carried out in one part of PUNE city, only
the finding may not be applicable to the other parts of the
country because of social and cultural differences.
5.8.2 The sample was collected using connivance-sampling
techniques. As such result may not give an exact representation
of the population.
5.8.3 Shortage of time is also reason for incomprehensiveness.
5.8.4 The views of the people are biased therefore it doesn’t reflect
true picture.

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6.DATA ANALYSIS
AND
INTERPRETATION

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6.1GRAPHICAL REPERSENTION OF VARIOUS SEGMENT

6.1.1 AGE GROUP:

TABLE6.1.1
Age of Buyer No of Buyer % of Respond
20-30 12 24%
30-40 21 42%
40-50 14 28%
50-60 3 6%
Total 50 100%

Chart6.1.1

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6.1.2. ANNUAL INCOME:

TABLE 6.1.2
Annual income No of Buyer % of Buyer
Below 2 lakh 0 0
2-3 lakh 7 14%
3-4 lakh 13 26%
4-5 lakh 17 34%
5-6 lakh 9 18%
above 6 lakh 4 8%
Total 50 100%

Chart 6.1.2

26
6.1.3. EDUCATION QUALIFICATION:

TABLE 6.1.3
Educational qualification no of buyer % of Buyer
below 10th standard 10 20%

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10+2 standard 18 36%
graduate 8 16%
post graduate 14 28%
Total 50 100%

Chart 6.1.3

6.2.2 GRAPHICAL REPERSENTION OF VARIOUS QUESTION:

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Q. 1 : How frequently do you buy?
TABLE 6.2.1
Buying pattern No. of Buyer % of Buyer
Quarterly 0 0%
Half yearly 2 3%
Yearly 15 25%
Occasionally 43 72%
Total 60 100%

Chart 6.2.1

Q. 2: Why do buy?
TABLE 6.2.2
Purpose to buy no of buyer % of Buyer
Self use 40 73.20%
Gift purpose 3 5.50%
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Investment 11 11.30%
Status symbol 0 0%
Total 54 100%

Chart 6.2.2

Q. 3: When do you purchases?

TABLE 6.2.3
Buying habit No. of Buyer % of Buyer
When price goes down 21 42%
When price goes up 0 0%
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When get extra money 5 10%
Marriage season 17 34%
on festival 7 14%
Total 50 100%

Chart 6.2.3

Q. 4 : Which diamonds do you prefer?

TABLE 6.2.4
Diamonds name No. of Buyer % of Buyer
sapphire 16 13.10%
Emerald 4 3.20%
Topaz 13 10.66%
Ruby 19 15.57%
Coral 11 9.20%
Pearl 25 20.50%
Diamond 31 25.40%
31
Opal 3 2.45%
Total 122 100%

Chart 6.2.4

Q. 5 : Why do you select this particular?

TABLE 6.2.5
Purpose to select particular No. of Buyer % of Buyer
diamonds
Suggested by astrologist 38 49%
Suggested by friend 13 17%
Self motive 16 20.00%
Other 11 14.00%
Total 78 100%

Chart 6.2.5

32
Q. 6 : Which factor do you consider while buying?
TABLE 6.2.6
Factor consider while buying no of buyer % of Buyer
Price 37 39%
Quality 24 25%
Brand 28 30%
Choice 6 6%
Total 95 100%

Chart 6.2.6

33
Q. 7 : If price then which range do like?
TABLE 6.2.7
Price range preferred No. of buyer % of Buyer
1000-3000 11 22%
3000-6000 14 28%
6000-9000 10 20%
9000-12000 8 16%
12000-15000 5 10%
More than 15000 2 4%
Total 50 100%

Chart 6.2.7

34
Q. 8 : Which specific place do you prefer for purchase?
TABLE 6.2.8
Place prefer to buying No. of customer % of Buyer
Mall 3 6%
Branded shop 8 16%
Traditional jeweler 39 78%
Total 50 100%

Chart 6.2.8

35
Q. 9 : Why this particular place?
TABLE 6.2.9
Reason to select particular No. of customer % of Buyer
place
Quality 43 75.40%
Customer relation 4 7%
Convent location 8 14%
Brand loyalty 2 3.60%
Price 0 0%
Total 57 100%

Chart 6.2.9
36
Q. 10 : Do you believe in any myths related to diamonds?

TABLE 6.2.10
Believe in myths No. of buyer % of Buyer
Yes 39 78%
No 11 22%
Total 50 100%

Chart 6.2.10

37
11.Which types of diamonds do you sale to your customer?

38
 TABLE 6.2.11

Name of diamond No. of Respondents % of Respondents

Sapphire 13 11.5 %
Emerald 14 12.4 %
Topaz 12 10.6 %
Ruby 15 13.3 %
Coral 11 9.7%
Pearl 15 13.3 %
Diamond 15 13.3 %
Opel 9 7.9%
Tarquoise 6 5.3%
Gomed 3 2.7%
Total 113 100 %

Chart 6.2.11

39
12. Which price range of diamonds mostly sold?
TABLE 6.2.12
Name of Diamonds Price Range
Sapphire 500-20,000
Emerald 750-25,000
Topaz 200-10,500
Ruby 1000-25,000
Coral 600-80,000
Pearl 900-10,000
Diamond 500-80,000
Opel 750-17,000
Tarquoise 1500-30,000
Gomed 400-20,000

Chart 6.2.12.1

Chart 6.2.12.2

40
7. OBSERVATIONS AND FINDINGS

7.1 ) 42% People those who buy maximum diamonds comes in the
age group of 30-50.

7.2 ) Income group 3 to 5 lakh purchase maximum 34% of diamonds.

7.3 ) Below graduate person purchase more diamonds than the above graduate
person.

41
 7.4 ) 72%Diamonds are mostly purchase occasionally and customer do not
purchase regular.

7.5 ) 73% Customer buys diamonds mostly for self use.

7.6 ) They mostly when price goes down and on marriage season .

7.7 ) 49% people purchase diamonds those who are suggested by astrologist.

7.8 ) Price range at which diamonds mostly purchase is 3000 to 9000.

7.9 ) Till now 78% people purchase diamond from traditional jewelers

8. CONCLUSIONS AND
RECOMANDITIONS

42
1. Indian diamonds industry gives 80% contribution in global market and
90% contribution in employment in this industry.
2. In diamond those who purchase maximum diamond, is age group
30-50 but age group of 50-60 purchases less even have more
disposable income and less responsibility so they should promoted to buy.
3. Maximum buyer believe in myths and suggested by astrologist so when
any sales promotion tool or advertisement given then organization
should consider these factor.
4. In present time when retail sector is well organized
• Even though customer buy less from mall and branded shop
,they should create loyalty and good customer relation to
increase market share
• Second reason is staff have less knowledge about in the
comparison of traditional shop.

43
9

44
 9.1 QUESTIONNAIRE

CONSUMPTION PATTERN OF CUSTOMER IN DIAMONDS

ORGANIZATION………………………………………………….
Name and Designation of respondent.............................................

1. Which types of diamonds do you sale to your customer?

Sapphire □ Emerald□ Topaz □ ruby□
Coral □ Pearl □ Diamond □
If other then specify…………………………………………………….
2. Please mention the price Range you sale?
Sapphire………… Emerald…………… Topaz …………………. ….
Ruby…………… Coral ……………... Pearl ……………………….
Diamond…………. If any other ………………………………………..
3. Which price range of diamonds get mostly sold?
Sapphire………… Emerald…………… Topaz …………………
Ruby…………… Coral ……………... Pearl …………………….
Diamond…………. If any other ……………………………………..
4. In which season maximum sale of diamonds occurs ?
Festival □ Marriage□ When price goes down□ when price
goes up□
5. Does this happen that the customer changes his mind after visiting your shop
as regarding his preference of ranges?
……………………………………………………………………………
6. Which of the following sales promotion technique you use?
(A) Release of advertisement □
(B) Discount scheme at the time of festival □
(C) Offering quantity discount □
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 (D) Any other □
7. Have you notice any increase sales volume as well as profit?
Yes □ No □
8. How do you train your staff to deal with customer?
(a) How to handle customer when comes first time
(b) By providing appropriate training of behavior
(c) Technical and product knowledge
9. Which mode of payment is generally used by customer?
Cash payment □ Debit card □ Credit card □
10. Which types of after-sale-service do you provide? pl. mention.
…………………………………………………………………………….
11.What is your strategy to increase market share?
…………………………………………………………………………….

9.2 QUESTIONNAIRE
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 CONSUMPTION PATTERN OF CUSTOMER IN DIMONDS

NAME-……………………………………
GENDER-
(i) MALE □ (ii) FEMALE □
AGE GROUP
(i) 20-30 year □ (ii) 30-40 year □
(iii) 40-50 year □ (iv) 50-60 year □
ANNUAL INCOME-
(i)Below 2 lake □ (ii) 2-3 lake □ (iii) 3-4 lake □
(iv) 4-5 lake □ (v) 5-6 lake □ (vi) Above 6 lake □
EDUCATIONAL QUALIFICATION-

(i) Below 10thstandard □ (iii)Graduate □

(ii) 10+2 Standard □ (v) Post Graduate □

------------------------------------------------------------------------------------
1. Are you regular buyer of diamonds?
Yes □ No□
2. How frequently do you buy?
Quarterly □ Half yearly □ Yearly □ Occasionally □
3. Why do you buy?
Self use □ Gift purpose □ Investment purpose □ As status
symbols □
4. When do you generally purchase?
When price goes down □ When price goes up □

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 When get extra money □ Marriage season □ On festival
□
5. If you buying with an investment motive how much return you expect?
………………………………..
6. Which diamonds do you prefer?
Sapphire □ Emerald□ Topaz □ ruby□
Coral □ Pearl □ Diamond □
If other then specify……………………….
7. Why do you select this particular type ?
Suggested by astrologist □ Suggested by friend□ Self
motive□
If other ……………..
8. Which factor do you consider while buying?
Price□ Quality □ Brand □ Choice □ Configuration
like cent□
9. If it is price then which is your preferred range ?
1000-3000 □ 3000-6000 □ 6000-9000□ 9000-12000
□
12000-15000□ More than 15000□
10.Which specific place do you prefer for purchase?
Mall□ Branded shop □ Traditional jeweler□
11.Why this particular place?
Quality □ Customer relation□ Convent location□
Brand loyalty □ Price□
12.Do you believe in any myths related to diamonds?
………………………………………
13.Do you use it all alone or with gold?
……………………………………….
14. How many times do you come for polishing and servicing of diamonds?

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 ………………………………………..
15. How much a single visit costs you?
………………………………………..
Thank you for sparing few moments of your valuable time.

10. BIBLIOGRAPHY

10.1 Research methodology by C.M. Kothari 2nd Edition

10.2 Marketing Research by G C Bari 4 Edition
th

10.3 Internet
10.3.1www.google.com
10.3.2www.indiainbusiness.nic.in

10.3.3www.SuratDiamond.com

10.3.4www.rudraksh.info
10.3.5http://en.wikipedia.org

10.3.6http://timesofindia.indiatimes.com

10.3.7 http://www.rediff.com

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