A

PROJECT REPORT

ON

“TO STUDY CONSUMER SATISFACTION OF PNG JEWELLERY IN

WARJE, PUNE”

SUBMITTED

TO

SAVITRIBAI PHULE PUNE UNIVERSITY

IN PARTIAL FULFILMENT OF THE COURSE

BACHELOR OF BUSINESS ADMINISTRATION

(INTERNATIONAL BUSINESS)

BY

OMKAR ANIL SALUNKE

B.B.A-IB SEMESTER-VI

ROLL NO – 5156

UNDER THE GUIDANCE OF THE PROJECT GUIDE

PROF.DR. SHRISHTI GANGALY

MARATHAWADA MITRA MANDAL’S COLLEGE OF COMMERCE

PUNE 411004

YEAR 2018-2019

1
CERTIFICATE

2
 DECLARATION

I hereby declare that the work presented in this project entitled:

“TO STUDY CONSUMER SATISFACTION OF PNG JEWELLERY IN

WARJE, PUNE”

Was carried out by me under the supervision of PROF.DR.SHRISHTI

GANGALY from December 2018 to April 2019. This work or any part part of
this work is based on original research and has not been submitted by me to any
University/Institution for the award of any diploma or degree.

Date:

Place: OMKAR ANIL SALUNKE

3
 ACKNOWLEDGEMENT
I would like to express my sincere thanks to the Savitribai Phule Pune
University and Marathwada Mitra Mandal’s college of Commerce for giving me
the opportunity to prepare and present this report.

“There is a good saying that the work is successfully completed if the person is
guided properly at the right time by the right person”, with that the good
opportunities that we receive as well as the efficient supervision and the most
valuable the internal guidance.

Hereby I would like to express my deep gratitude to our ‘Prof.Dr.SHRISHTI

GANGALY’, who in her busy schedule provided us with full support and
encouragement, her whole hearted co-operation throughout the progress and the
completion of the project and would also like to thank my friends for their
encouragement and direct or indirect support in completion of the project.

Last but not the least I would like to thank our principle for the exposure and
support provided during the project.

OMKAR ANIL SALUNKE

T.Y.B.B.A (IB)

4
 INDEX
CHAPTER TOPIC PAGE NO
NO
CHAPTER 1 INTRODUCTION 6-10
1.1 OVERVIEW OF THE STUDY 7-8
1.2 OBJECTIVE OF THE STUDY 8
1.3 SIGNIFICANCE OF THE STUDY 9
1.4 SCOPE OF THE STUDY 9
1.5 LIMITATION OF THE STUDY 10

CHAPTER 2 COMPANY PROFILE 11-25

2.1 COMPANY OVERVIEW 12-14
2.2 PRODUCT DETAIL 15-25

CHAPTER 3 REVIEW OF LITERATURE 26-32

3.1 CONCEPT AND TERM 27
3.2 REVIEW OF BOOKS 28-32

CHAPTER 4 RESEARCH METHODOLOGY 33-36

4.1 CONCEPT OF RESEARCH 33
4.2 TYPES OF RESEARCH 33-34
4.3 METHOD OF DATA COLLECTION 34-35
4.4 PROCESS OF RESEARCH 36
4.5 RESEARCH GAP 36
4.6 RESEARCH LIMITATION 36
CHAPTER 5 DATA ANALYSIS AND INTERPRETATION 37-47

CHAPTER 6 FINDINGS, SUGGESTION AND CONCLUSION 48-50

BIBLOGRAPHY 51

ANNEXURE 52-56

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 CHAPTER1
INTRODUCTION

6
 TITLE: TO STUDY CONSUMER SATISFACTION OF PNG
JEWELLERY IN WARJE, PUNE

1.1OVERVIEW OF THE TOPIC

Society is a diversified in all aspects. We see this among consumers, marketers, producers
and even among CUSTOMER SATISFACTION from theoretical aspects.
The study of customer satisfaction enables marketer to predict a customer satisfaction
in the market; it also produces understanding of the role that consumption has in the lives of
individuals.
Customer satisfaction is defined as a behaviour that consumers display while
searching for purchase, using, evaluation and disposal of products, services and ideas that
they to satisfy their needs. The study of CUSTOMER SATISFACTION is concerned not only
with what consumers buy, but also with what they buy it, when, from where and how they
buy it and how often they buy it. It is concerned with learning the specific meanings that
products hold for customer. Consumer research takes place at every phase of the consumption
process; before the purchase, during the purchase and after purchases.
Customer satisfaction is the study of how people buy, what they buy, when they buy
and why they buy. It attempts to understand the buyer decision processes/buyer decision
making process, both individually and in groups. It studies characteristics of individual
consumers such as demographics, psychographics, and behavioural variables in an attempt to
understand people's wants. It also tries to assess influences on the consumer from groups such
as family, friends, reference groups, and society in general.
What we buy, how we buy, where and when we buy, in how much quantity we buy
depends on our perception, self-concept, social and cultural background and our age and

7
family cycle, our attitudes, beliefs, values motivation, personality, social class and many
other factors that are both internal and external to us.
Customer satisfaction is interdisciplinary; i.e. it is based on concepts and theories
about people that have been developed by scientist in such diverse disciplines as psychology,
sociology, social psychology, cultural anthropology and economics. Consumer research is the
methodology used to study consumer Satisfaction.
The study of customer satisfaction is the study of how individuals make decision to
spend their available resources on consumption elated items. It includes the study of what,
why, when and form where they buy etc.
There are number of reasons why the study of customer satisfaction developed as a
separate marketing discipline. As sum as the marketing researchers began to study the buying
behaviour of customers, they realized that, despite a something “me too” approach to
fashions, many consumer rebelled at using the identical products everyone else used. The
primary purpose or studying as part of a marketing curriculum is to understand why and how
consumers make their purchase decisions. These insights enable marketer to design more
effective marketing strategies.
Customer satisfaction has become an integral part of strategic market planning. The
belief that ethics and responsibility should also be integral components of every marketing
concept, which calls on marketer to fulfil the needs of their target market in ways that
improve society as a whole.
In addition to studying consumer uses and purchase and post purchase evaluations of
the product they buy, consumers researchers are also interested in how individuals dispose
the other one’s new purchase.

1.1 OBJECTIVE OF THE TOPIC

1. To analyze the behaviour of customers of PNG.

2. To know the motivating factors of consumers in purchasing products of PNG.
3. To know how brand preference is formed in purchasing Gold’s ornaments among
consumers.
4. To analyze marketing strategies of PNG.
5. To ascertain the level of brand loyalty and brand image associated by consumer with a
brand name ‘PNG’ and the reason for this.
6. To measure the level of customers satisfaction.

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1.2 SIGNIFICANCE OF THE STUDY

The PNG has launched its gold ornaments outlet named PNG with entire package of
offers and with unique collections of designs. So after 14 years of business and service, it is
important to know how the customers’ satisfaction is against its competition and how
effective has been the product positioning.
After the purchase of specialty goods or shopping goods, the customer exhibits a post
purchase behavior. It may be either cognitive consonance or cognitive dissonance. The
consonance leads to dissatisfaction. But when it comes to customers going in high value
premium segment goods such as gold, diamond and platinum ornaments, in a high
competitive with too many players in the market, then the customer surely has a wide range
of choice to choose from and carefully evaluates the different showrooms before making a
purchase decision. In such a situation, any of purchase dissonance will lead to very high
degree of dissatisfaction, which may also lead to spreading negative option to the prospective
buyer of Jewellers outlet.

1.3 SCOPE OF THE STUDY

This study of understanding the satisfaction of the customers on jewellery brand, namely
PNG, apart from helping to acquire a better insight and understanding into the vital, but
trivial aspects of the jewellery market, it also helps in assessing the companies strength and
weakness against the competing jewellery brands.Thus helping in finding the loop holes in
the company’s products on in finding logical solutions to the problems.
This study helps in finding out:

9
 1. How the customers rate the various attributes in PNG as against other competitors.
2. How effective has been the company in positioning PNG as a reputed jewellery
showroom.
3. How effective has the company’s marketing strategy of low making charge, with
offering a whole lot of unique features provided in the market.

1.4 LIMITATION OF THE STUDY

1. The project is related to only dhayri branch of PNG

2. The question are on the objectives related to consumer statisfaction in PNG warje
pune.
3. The sample is just of 50 customers of png
4. As there was time limitation the data was collected to 50 customers only.

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 CHAPTER 2

COMPANY OVERVIEW

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 2.1 COMPANY OVERVIEW

PNG is India's largest, most desirable and fastest growing jewellery brand in India.
Started in 1832. Almost two centuries old P. N. Gadgil Jewellers Pvt Ltd has delighted
generations of satisfied customers with superior quality jewellery. With its persistent effort to
ensure each customer satisfaction P. N. Gadgil Jewellers Pvt Ltd have build credibility and
personified heritage and tradition. The brilliant success saga in the history of jewellery in
India began in the year 1832, at Sangli, when Ganesh Narayan Gadgil incepted “Purushottam
Narayan Gadgil& Co”. On 9th February 1958, ShriDajikakaGadgil who was a visionary
himself took the brand to newer heights with his creative instincts and keen business acumen.
The brand saw rapid expansion under his vision and was present across Maharashtra
including Pune, Aurangabad, Ahemednagar, Alkuj, Latur, Nanded, Nagpur, Chandrapur,
Thane, Vile Parle, Panvel and Kalyan and also available In Goa & Indore, as well as created
international presence with a branch in USA & UAE. Following the footsteps of his
ancestors, SaurabhVidyaharGadgil has taken over the Gadgil Empire as the Managing
Director of the company with an aspiration of taking it to greater heights with his
professional knowledge, skills and his inherited business skills. He has successfully entered
and explored fresh business horizons for P. N. Gadgil Jewellers Pvt Ltd by foraying in the
field of Financial Services, Hospitality, Education, Digital VFX Studio, Real Estate and
Diamond Jewellery Manufacturing They were also the first jewellers of Pune who got all
their diamond jewellery certified by International Gemological. they have now also launched

12
the e-shopping facility which is one of its kinds among Indian based Traditional Jewellers.
Being a consumer centric brand, Being a brand which respects tradition as well as being
socially responsible, P. N. Gadgil Jewellers Pvt Ltd contributes in bringing positive change in
employment trends, employing almost 40% women in their showrooms. P. N. Gadgil
Jewellers Pvt Ltd under the leadership of ShriSaurabhGadgil&ParagGadgil has aggressive
expansion plans with presence in more cities across India.

HISTORY

PNG opened its first store at Sangli. It is India’s only fine jewellery brand with a
national presence and is an acknowledged business leader in the country. PNG jewellery is
sold exclusively through three types of stores namely

(a) Company controlled retail stores

(b) Management owned

(c) Franchisees owned and its still expending.

PNG is currently operating a retail network of 117 exclusive boutiques across 78

cities of India. It has recently launched a new line of concept stores under the “Revitaliser of
Tradition” theme. The first-of-its-kind stores under the new theme located at Kolkata, Delhi,
Bangalore and Pune, attempt to combine the grandeur of the past with the reality of the
present without losing the inherent character and appeal of the brand.Apart from opening a
store in the U S last year, PNG recently opened its largest retail store in Chennai (spread over
three-floors, 20,000 sqft).

PNG jewellery 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

13
135000 sq. ft. factory is equipped with the latest and most modern machinery and equipment.
Every product at PNG is painstakingly crafted to perfection. Diligent care and quality
processes ensure that the PNG finish is unmatched by any other jeweler in the country.

PNG has opened its outlets throughout South India and Gulf countries. In total it has 117
outlets. Some of them are listed as below:

1. Madhya Pradesh: Indore (3 outlets), Bhopal, Gwalior, Jabalpur,

2. Chhattisgarh: Raipur, up-coming outlets in Bhilai & Bilaspur.
3. UAE: Dubai.

MANAGEMENT AND STAFF

Management is concerned with the accomplishment of objectives by utilizing physical and

financial resources through the efforts of manpower. Staff refers to the human resources
within an organization. The Raipur unit is led by a very good team headed by Mrs. Soma
Sharma who is the Showroom Manager. Altogether it has 17 employees. Persons with their
destinations are listed below:

1. Showroom Manager : Mr MAHESH VISPUTE

2. Floor Manager : Ms. NITIN PAWAR
3. Cashier : Mr. KUNAL SINGH THAKUR

SPECIAL FEATURES OF PNG

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

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2.2 PRODUCT DETAILS

DETAILS OF PNG COLLECTIONS

The exclusive collections of PNG include:

THE DIAMOND COLLECTION

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

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THE WEDDING COLLECTION

The bride blushes; Everyone around smiles; The shenai announces festivity; The priests chant
auspicious promises; She walks demurely; A vision of beauty; Her jewels are exquisite;
Crafted by the best in the land; As pure as the blessings bestowed on her.

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THE ZOYA COLLECTION

Intricacy coupled with the simplicity; The magnificence of history interwoven with linear
contemporary; Secrets of the pharaohs masked with the mystery of the cosmos; oriental art
embellished with occidental architecture; nature's bounty matched with man's ingenuity.

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THE FASHION EARRING COLLECTION

The Fashion earring collection', has a range of over 300 exclusive designs. Keeping in tune
with the raging popularity that earrings currently enjoy, the PNG design team has created the
Fashion earring collection, inspired by the evergreen Jhumkas or Karnaphools and the trendy
Chandelier and delicate Stiletto designs

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THE KUNDAN AND POLKI COLLECTION

Influenced by the mughal era Kundan work requires special craftsmanship and a myriad of
stages, each crafted by a different set of highly skilled karigars.

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PNG as a revitaliser of tradition brings to life techniques and motifs of the period through
our exquisite collections of Kundan and Polki (uncut diamonds).

It is difficult for jewellers to ensure the purity and correct grammage of the product since it
involves so many stages. However, PNG ensures the karatage and net wt of the product.

THE COLOURS OF ROYALTY COLLECTION

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Colors of Royalty a range of exquisite studded jewellery, reminiscent of the magical
Victorian era. The collection is inspired by the classic design essence and sensibilities found
in the architecture, fashion, design, drapes and patterns of the Victorian period. PNG has
incorporated the timelessness of these styles into exquisite jewellery designs to present a
collection where fashion and tradition converge.

This line of precious stones and diamond jewellery in 18k from PNG comprises more than
200 pieces and is by far the largest studded collection launched by us.

This exclusive collection was launched at the Ponds Femina Miss India 2006, where the 25
finalists wore it. The Colors of Royalty is a line of exclusive gems and stone studded
jewellery that reflects the grandeur of India's rich past represented through the varied
meanings associated with colors in our lives

THE MOHAM COLLECTION

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The collection comprises designs, motifs inspired by nature that have been beautifully crafted
to make them the most desirable possession this season

Moham is a range of exclusive ruby studded jewellery that embodies the auspiciousness the
color red has in our lives. Rubies have been associated with prosperity, passion and have been
the most coveted gemstone for many years. It is a must have for a Indian women. This range
attempts to strike a balance between convention and fashion by creating designs suitable for
the progressive Indian woman, rooted in her tradition.

This line of Ruby studded jewellery from PNG is available in both 18k and 22k. This launch
reiterates PNG's focus on catering to region specific tastes and preferences. India offers great
potential for the Moham collection where Ruby studded jewellery enjoys great popularity and
acceptance. Consumer survey indicates that women attach great inspirational value to rubies,
second only to diamonds.

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THE ARIA COLLECTION

Aria is a collection of variety of everyday jewellery which depict various moods and feelings:

Mysteries of love

Mysteries of passion

Mysteries of envy

Bewitching

Fascinating

Enchanting

Hypnotizing

Sensuous

Captivating

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EXQUISITE CROWNS AND JEWELLERY

PNG, India's most innovative jewellery brand, unveiled the awe-inspiring set of crowns and
its 'Colors of Royalty' range of jewellery, specially crafted for India's leading beauty pageant,
Femina Miss India 2007.

PNG has built itself a reputation of bringing innovative designs that suit the needs of "the
ever-changing never-changing" Indian woman.The crowns have been designed to convey the
essence of India through the use of distinctive motifs such as the traditional and auspicious
'teeka' - the Indian touch to the contemporary styling. Crafted with painstaking detail, each of
these crowns convey a story; a story of their "ORIGIN". Inspired by interplanetary
movements and colors of flora and fauna, these tiaras are a stunning combination of trillions,
baguettes, round brilliant cuts, princess, pears and specially cut colored crystals. Each crown
weighs about 450 gms and has a special spring mechanism designed to fit perfectly on any
size or shape of head.

The inspiration behind each crown is distinct and personifies the spirit of the title.

Miss Universe: This crown has the perfect cosmic blend of elements, very like the universe
itself. The large red stone, set slightly on the side, is the symbolic and stylised 'teeka'.

Miss Universe: This crown has the perfect cosmic blend of elements, very like the universe
itself. The large red stone, set slightly on the side, is the symbolic and stylised 'teeka'.

Miss World: The natural essence of this piece is enhanced by the wave-like undulating shape
on the base of the crown, sitting snugly on the forehead of the wearer. And of course the vivid

24
rectangular blue stone that expresses the teeka of victory, and sets off the varying hues of the
sea on the rest of the crown.

Miss Earth: This crown derives its inspiration from the essence of nature- her flora and fauna.
Based on the fabulous colours and movement of the peacock and its feathers, this stunning
piece is an intriguing study in harmony and contrast.

The jewellery crafted beautifully with interspersion of diamonds and colored stones, is an ode
to the ecstatic beauty and supreme power behind every woman. The contemporary styling has
been brought to life with sensuous curves, balance, rhythm and symmetry of classic Indian
motifs in an unconventional synthesis. These beautiful and vibrant gemstones in different
shapes, sizes and colors are sprinkled amongst diamonds to create a symphony that enhances
the look of the stones and adds a dash of color to conventional designs.

PNG has translated the timelessness of these designs to a modern context and brought to life
a collection where fashion, design and tradition blend perfectly.

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 CHAPTER 3

REVIEW OF LITERATURE

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3.1 INTRODUCTION

All of us are consumers. We consume things of daily use; we also consume and buy
these products according to our needs, preferences and buying power. These can be
consumable goods, durable goods, specialty goods or industrial goods.

What we buy, how we buy, where and when we buy, in how much quantity we buy depends
on our perception, self concept, social and cultural background and our age and family cycle,
our attitudes, beliefs, values motivation, personality, social class and many other factors that
are both internal and external to us.

3.2 CUSTOMER SATISFACTION1

The degree to which customer expectations of a product or service are met or

exceeded. Corporate and individual customers may have widely differing reasons for
purchasing a product or service and therefore any measurement of satisfaction will need to be
able to take into account such differences. The quality of after-sales service can also be a
crucial factor in influencing any purchasing decision. More and more companies are striving,
not just for customer satisfaction, but for customer delight, that extra bit of added value that
may lead to increased customer loyalty. Any extra added value, however, will need to be
carefully costed.

The degree to which there is match between the customer's expectations of the product and
the actual performance of the product. Expectations are formed based on information
consumers receive from salespersons, friends, family, opinion leaders, etc., as well as past
experience with the product. This is an important measure of the ability of a firm to
successfully meet the needs of its customer

1 COSUMER BEHAVIOUR- MATIN KHAN

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Retailers are faced with many issues as they attempt to be successful. The key issues include:

Customer Satisfaction – Retailers know that satisfied customers are loyal customers.
Consequently, retailers must develop strategies intended to build relationships that result in
customers returning to make more purchases.

Ability to Acquire the Right Products – A customer will only be satisfied if they can purchase
the right products to satisfy their needs. Since a large percentage of retailers do not
manufacture their own products, they must seek suppliers who will supply products
demanded by customers. Thus, an important objective for retailers is to identify the products
customers will demand and negotiate with suppliers to obtain these products.

Product Presentation – Once obtained products must be presented or merchandised to

customers in a way that generates interest. Retail merchandising often requires hiring creative
people who understand and can relate to the market.

Traffic Building – Like any marketer, retailers must use promotional methods to build
customer interest. For retailers a key measure of interest is the number of people visiting a
retail location or website. Building “traffic” is accomplished with a variety of promotional
techniques such as advertising, including local newspapers or Internet, and specialized
promotional activities, such as coupons.

Layout– For store-based retailers a store’s physical layout is an important component in

creating a retail experience that will attract customers. The physical layout is more than just
deciding in what part of the store to locate products. For many retailers designing the right
shopping atmosphere (e.g., objects, light, sound) can add to the appeal of a store. Layout is
also important in the online world where site navigation and usability may be deciding factors
in whether of a retail website is successful.

Location – Where to physically locate a retail store may help or hinder store traffic. Well
placed stores with high visibility and easy access, while possibly commanding higher land
usage fees, may hold significantly more value than lower cost sites that yield less traffic.
Understanding the trade-off between costs and benefits of locations is an important retail
decision.

Keeping Pace With Technology – Technology has invaded all areas of retailing including
customer knowledge (e.g., customer relationship management software), product movement

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(e.g., use of RFID tags for tracking), point-of-purchase (e.g., scanners, kiosks, self-serve
checkout), web technologies (e.g., online shopping carts, purchase recommendations) and
many more.

Customer satisfaction is the study of how people buy, what they buy, when they buy and why
they buy. It blends elements from psychology, sociology, sociopsychology, anthropology and
economics. It attempts to understand the buyer decision processes/buyer decision making
process, both individually and in groups. It studies characteristics of individual consumers
such as demographics, psychographics, and behavioral variables in an attempt to understand
people's wants. It also tries to assess influences on the consumer from groups such as family,
friends, reference groups, and society in general.

Belch and Belch define customer satisfaction as 'the process and activities people
engage in when searching for, selecting, purchasing, using, evaluating, and disposing of
products and services so as to satisfy their needs and desires'.

3.3 BUYER – AN ENIGMA

Although it is important for the firm to understand the buyer and accordingly evolve it
marketing strategy, the buyer or consumer continues to be an enigma – sometimes responding
the way the marketer wants and on other occasions just refusing to buy the product from the
same marketer. For this reason, ht buyers’ mind has been termed as a black box, the marketer
provides stimuli but he is uncertain of the buyer’s response. This stimulus is a combination of
product, brand name, colour, style, packaging, intangible services, merchandizing, shelf
display, advertising, distribution, publicity and so forth.

Further today’s customer is being greatly influenced by the media especially

electronic. Technological developments in the field of information, biotechnology and
genetics, and intensive competitions in all products and services are also impacting consumer
choices.

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3.4 FACTORS INFLUENCIG CUSTOMER SATISFACTION

The factors that influence customer satisfaction can be classified into internal factors and
external environmental factors. External factors do not affect the decision process directly,
but percolate or filter through the individual determinants, to influence the decision process.

The individual determinants that affect customer satisfaction are:

 Motivation and involvement

 Attitudes
 Personality and self concept
 Learning and memory
 Information processing

The external influences or factors are:

 Cultural influences
 Sub-cultural influences
 Social class influences
 Social group influences
 Family influences
 Personal influences
 Other influences

3.5 MODELS OF CUSTOMER SATISFACTION

We have already seen that there are many factors which influence the decision making of
consumers. There are various consumer models which help in the under standing of customer
satisfaction. They are formulated by different economist and management scientist based on
various ideas. They are:

 Economic Model
 Psychological Model
 Input process output Model
 Sociological Model
 HawrathSheth Model
 Sociological Model
 Engel-Blackwell-Kollath Model
 Model of family decision making
 Nicosia Model

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3.6 TOOLS TO STUDY CUSTOMER SATISFACTION

It is important to marketer to regularly study buyer behavior. The different tools available to
him or her are:

3.6.1 Surveys

This is the most common technique used in studying customer satisfaction. It involves the use
of questionnaires. Different scaling techniques like Likert and Thurstone are used to measure
consumer attitudes. The problem with survey methodology is that it gives to marketer only
conscious response of the customer.

3.6.2 Projective Techniques

To throw the customer off his or her conscious level and to get know sub-conscious-level
responses, projective techniques like word association, picture association and thematic
appreciation tests have been used. This provides valuable information on his or her product or
brand and about the customer’s lifestyle and self concept.

3.6.3 Focus Group Discussions

This is another qualitative technique used to assess how customers perceive the product and
use situations. It also provides the marketer with valuable information on the target market.

3.7 OUTLET SELECTION AND PURCHASE

As the number of product and brands are increasing in the market, so are the retail
outlets and it becomes very confusing for the customers to choose the retail stores. The
selecting of a retail store also involves almost the same process as selecting a brand. A retail
outlet relates to a service or a product which caters to the consumer. The retail trade occurs
from the stores but, it also occurs from catalogues, direct mail via print media, television and
radio. Retailing is also done in weekly markets which are put up in different areas of a city on
different days. It is also done from consumer, by means of various media. It has become very
challenging and exciting, both for consumers and marketers. The consumer may give first
preference to the store or the product or, he may give equal importance to both. Sometimes

31
one prefers a store first, where he can get friendly and logical advice to buy the product or
brand of second priority, if he is assured of proper service and proper guidance, rather than
buying a product of his choice on first priority and missing out on other important aspects of
purchase.

3.8 PURCHASE BEHAVIOR

We have seen that in many products, decision-making is a very lengthy process, and
takes a very long time. The problem is recognized and a lot of information is gathered. After
this is done, the last two stages of decision-making, that is, the purchase and post purchase
come into play. Purchase is very important as it generates revenue, and post purchase gives us
an idea of the likes and dislikes of the consumer. Post purchase behavior also establishes s
link between the marketer and the target market segment.

Purchase is important to the marketer as the product was planned, produced, priced, promoted
and distributed after a lot of effort. If purchase does not take place, the marketer has failed in
his marketing effort. He then needs to change the marketing mix. He has to change entire
strategy, as the ultimate aim of the marketer is to float a product which will generate revenue
and bring satisfaction to the customers. Purchase is important for his success, for achieving
his objectives and for formulating competitive strategies against the competitors. It marks the
end of his search, end of his efforts and chooses the brand of his choice for expected benefits.

3.9 POST PURCHASE BEHAVIOR

It is important for the marketer to know whether his product is liked by the consumer
or not. He wants the feedback about his product so that corrective action, if necessary, can be
taken, and the marketing mix be modified accordingly. Post purchase behavior is the reaction
of the consumers; it gives an idea of his likes and dislikes, preferences and attitudes and
satisfaction towards the product. It indicates whether or not the purchase motives have been
achieved. Purchase is the means and post purchase is the end. Post purchase behavior
indicates whether or not repeat purchase will be made. Whether the customer will
recommend the product to others or not. It indicates whether long term profits can or cannot
be expected. All this can be found out by the post purchase behavior or the customers. Post
purchase is the last phase in the decision-making process.

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 CHAPTER 4

RESEARCH METHODOLOGY

33
RESEARCH METHODOLOGY2
4.1 Introduction
As it is indicated in the title, this chapter includes the research methodology of the
dissertation. In more details, in this part the author outlines the research strategy, the research
method, the research approach, the methods of data collection, the selection of the sample,
the research process, the type of data analysis, the ethical considerations and the research
limitations of the project.

4.2 Types of Research :

Based on the nature of study and its implications research is classified into different types.
Many researchers classify research into various categories based on various angles of
comprehension
 Applied Research:
It is carried out to find solutions to a real life problem that needs immediate action or policy
decision. It is problem-oriented and action-directed which seeks immediate and
practical results.For example, any market research activity.
 Qualitative Research :
It refers to a study based on qualitative data in order to get insights into problems
and their solutions. These involves direct observation of behaviour or going through
transcripts or undertaking unstructured interviews and subsequently analysing them.For
example, interviewing ten CEOs for their crisis management systems and then analysing
the contents of the same.
 Quantitative Research:
It refers to a study based on quantitative data in order to get an insight into problems and their
solutions. This research study measures variables using numeric scales and helps in
precise measurement of data, for knowing
2 Book- Research Methodology by C.R.KOTHARI

34
trends for comparison study.

 Experimental Research:
A research is conducted by comparing controlled experimental groups and controlling
one or more variable. While the consequence of one variable is observed the others are
assumed constant. Some of these are before and after studies and with or without
control groups, Completely Randomised Design(CRD), Randomised Block Design (RBD),
Latin Square Design (LSD), and factorial designs,etc.

 Survey Method:
This is one of the most frequently used methods of gathering information i applied
social research. This process, through interviews, telephone or mail survey with a view to
analyse a given social dilemma and thereafter present the solutions in the form of
recommendations, involves a systematic and comprehensive study of particular
community, organisation, group, etc.It is considered to be one of the most cost-
effective technique. It encompasses measurement procedures that involve asking
questions to respondents. Surveys like questionnaire or statistical surveys are used to
gather data about people, their thoughts and behavior.

1. Type of sample : Simple random

2. Sampling : For this study the respondents were customer of
PNG only were selected.
3. Research instruments : Structured closed ended questionnaire.
4. Method : The respondents were contacted personally and
interviewed.

4.3 Data collection method and tools

For the purposes of this research, in depth interviews were used. In depth interviews are
personal and unstructured interviews, whose aim is to identify participant’s emotions,
feelings, and opinions regarding a particular research subject. The main advantage of
personal interviews is that they involve personal and direct contact between interviewers and
interviewees, as well as eliminate non-response rates, but interviewers need to have

35
developed the necessary skills to successfully carry an interview (Fisher, 2005, Wilson,
2003). What is more, unstructured interviews offer flexibility in terms of the flow of the
interview, thereby leaving room for the generation of conclusions that were not initially
meant to be derived regarding a research subject. However, there is the risk that the interview
may deviate from the pre-specified research aims and objectives (Gill & Johnson, 2002).

As far as data collection tools were concerned, the conduction of the research involved the
use of semi-structured questionnaire, which was used as an interview guide for the researcher.
Some certain questions were prepared, so as for the researcher to guide the interview towards
the satisfaction of research objectives, but additional questions were made encountered
during the interviews

36
4.4 Research process
The questionnaire is the main instrument for collecting data in survey research. Basically, it is
a set of standardized questions, often called items, which follow a fixed scheme in order to
collect individual data about one or more specific topics. Sometimes questionnaires are
confused with interviews.

4.5 Data analysis

Analysis of data is a process of inspecting, cleaning, transforming, and modelling data
with the goal of discovering useful information, suggesting conclusions, and supporting
decision-making. Data analysis has multiple facets and approaches, encompassing diverse
techniques under a variety of names, in different business, science, and social science
domains.

4.6Research Limitations
Consumers are not interested to give their opinion about the ornaments
There are many people don’t know different between various quality.
In this study we felt that some consumers are not able to recollect their past experience
regarding various purchases.
With respect to actual population the sample size is too small. This might be effect the final
result.

37
 CHAPTER 5

DATA ANALYSIS AND INTERPRETATION

38
Table No. 1
Showing the no. of customers in Gender classes.

Category No. of Respondents Percentage

Male 9 18%
Female 41 82%
Total 50 100%

Chart No. 1
Gender wise classification of the respondents

Male; 9; 18.00%

Male
Female

Female; 41; 82.00%

Out of the 50 respondents surveyed:-

 9 were male.
 41 were female.

Showing the marital status of the customers

39
 Status No. of Respondents Percentage
Unmarried 6 12%
Married 44 88%
Total 50 100%

Marital status of the respondents.

Unmarried; 6;
12.00%

Unmarried
Married

Married; 44;
88.00%

Out of the 50 respondents surveyed:-

 6 respondents are unmarried.
 44 respondents are married.

Showing the no. of respondents belonging to different age groups.

Age No. of Respondents Percentage
Below 18 03 6%

40
 18-28 14 28%
29-38 24 48%
Above 38 09 18%
Total 50 100%

Different age group of the respondents

29-38; 48%

18-28; 28%

Above 38; 18%

Below 18; 6%

Out of the 50 respondents surveyed:-

 Respondents were in the group below 18 yrs.
 14 respondents were in the group 18-28 yrs.
 24 respondents were in the group 29-38yrs.
 9 respondents were in the group above 38 yrs.

Showing the no. of customers overall shopping experience at PNG.

Customer Say No of Respondent Percentage
“WOW” 45 90%
“GOOD” 04 08%
“COULD BE BETTER” 01 02%

41
 TOTAL 50 100%

Overall shopping experience of customer at PNG

".; 4; 8.00% "; 1; 2.00%

". " ".

".
; 45; 90.00%

Out of the 50 respondents surveyed:-

 45 respondents say “WOW”.
 4 respondents say “GOOD”.
 1 respondent say “COULD BE BETTER”.

CUSTOMER EXPERIENCE AT THE STORE

Customer Say No of Respondent Percentage

“WOW” 41 82%
“GOOD” 07 14%
“COULD BE BETTER” 02 04%

42
 TOTAL 50 100%

CUSTOMER EXPERIENCE AT THE STORE.

"; 2; 4.60%
".; 7; 14.20%

". " ".

; 41; 81.20%
".

Out of the 50 respondents surveyed:-

 41 respondents say “WOW”.
 7 respondents say “GOOD”.
 respondent say “COULD BE BETTER”.

SHOWING THE OVERALL SCORE OFAMBIENCE AT THE STORE

Customer Say No of Respondent Percentage
“WOW” 46 92%
“GOOD” 03 06%
“COULD BE BETTER” 01 02%
TOTAL 50 100%

THE OVERALL SCORE OFAMBIENCE AT THE STORE

43
 Percentage
“WOW”;
92%

Percentage

“GOOD”;
6% “COULD BE
BETTER”; 2%

Out of the 50 respondents surveyed:-

 46 respondents say “WOW”.
 respondents say “GOOD”.
 1 respondent say “COULD BE BETTER”.

SHOWING NO. OF CUSTOMERS SATISFIED WITH QUALITY OF JEWELLERY /

DESIGN AND RANGE IN PNG.

Customer Say No of Respondent Percentage

“WOW” 45 90%
“GOOD” 04 08%
“COULD BE BETTER” 01 02%
TOTAL 50 100%

QUALITY OF JEWELLERY / DESIGN AND RANGE

44
 Chart Title

".; 0%

; 0%
Percentage
".; 0%

"; 2%

".; 8%
; 90%

Out of the 50 respondents surveyed:-

 45 respondents say “WOW”.
 4 respondents say “GOOD”.
 1 respondent say “COULD BE BETTER”.

SHOWING NO. OF CUSTOMERS WHO SAY VISIT THIS SHOWROOM AGAIN

Customer Reply No of Respondent Percentage

“YES’ 48 96%
“NO” 2 04%
TOTAL 50 100%

CUSTOMERS WHO SAY VISIT THIS SHOWROOM AGAIN

45
 No; 2; 4.00%

Yes
No

Yes; 48; 96.00%

Out of the 50 respondents surveyed:-

48 respondents say “YES”.
4 respondents say “NO”.

SHOWING NO. OF CUSTOMERS WHO SAY RECOMMEND OUR STORE TO OTHERS

Customer Reply No of Respondent Percentage

“YES’ 47 94%
“NO” 3 06%
TOTAL 50 100%

CUSTOMERS WHO SAY RECOMMEND OUR STORE TO OTHERS

46
 No; 3; 6.00%

Yes
No

Yes; 47; 94.00%

Out of the 50 respondents surveyed:-

 47 respondents say “YES”.
 Respondents say “NO”.

Showing the no. of customers bought which occasion.

OCCASION No of Respondent Percentage

WEDDING 05 10%
DAILY WEAR 15 30%
BIRTHDAY/ANNIVERSARY 08 16%
FESTIVAL 16 32%
OTHER SPECIAL OCCASIONS 06 12%
TOTAL 50 100%

47
Customers bought which occasion

Other Special
occasions; 6; Wedding; 5; 10.00%
12.00% Wedding
Daily wear
Daily wear; 15; Birthday/Anni
Festival; 16; 32.00% 30.00% versary
Festival
Birthday/Anniversar Other Special
y; 8; 16.00% occasions

Out of the 50 respondents surveyed:-

 05 respondents say “WEDDING”.
 15 respondents say “DAILY WEAR”.
 08 respondents say “BIRTHDAY/ANNIVERSARY”.
 16 respondents say “FESTIVAL”.
 06 respondents say “OTHER SPECIAL OCCASIONS”

FINDINGS

 Most of the respondents are females.

 Customers of PNG are mainly from upper class and upper middle class families.
 Most of the purchasers of PNG are mainly educated.
 Purity factor – Karatage as promised.

48
 Transparency through a complete scientific method of Gold purity detection –
KARATMETER.
 Exchange policies – same buying & selling rates.
 Free servicing without any Gold loss.
 Diamonds with proper certification of authenticity.
 Buy back on Colour & Semi-precious stones.
 Complete transparency in billing.
 PNG has got large no. of gold & diamond ornaments customers.
 Only a few customers are not aware of Jewellery other then gold coins available in
PNG.
 The making charges of PNG are satisfactory according to the respondents.
 Through advertisement large no. of customers came to know about PNG.
 Factors like company image, quality, advertisement, collections & ethical practice
have equally influenced the purchase.
 Major no. of respondents is satisfied with the showroom facility.
 Designs of ornaments are rated as unique.
 Respondents got immediate and exact response for the complaints registered &
queries.
 Salespersons responsiveness is rated as somewhat good and average.
 PNG provides good service facility.
 The overall performance of PNG is good.
 Level of satisfaction of customers is good.
 Respondents are ready to insist their well wishers to purchase from PNG.
 The customer satisfaction of PNG is good.

SUGGESTIONS

 PNG customers are business people and have high income, so it should be better to
frame promotion programs targeting the lower class people.

49
 With regard to advertising, the company should focus on persuasive advertising
highlighting the unique feature and benefits of their products.
 Only a few customers had purchased platinum ornaments, so a special attention
should be paid in this area.
 Among the service facilities, respondents suggest to decrease billing process.
 Steps should be taken to attract more wedding customers.

CONCLUSION

To conclude the overall responses of the customers of PNG is good. The overall
performances in all areas are satisfactory.

50
During the study it was found that the following factors such as making charges, salesman
responsiveness, ornaments designs, price & ethical practice etc. has satisfactorily influenced
customer satisfaction.

Further, there is some kind of promotion activities required to hold the present customers and
make new customers.

BIBLIOGRAPHY

 Consumer Behavior.
51
 - Matin Khan

 Marketing Management
- A. Vinod

 Company profile and company magazines.

 www.wikipedia.com
 www.google.com
 www.PNG.in

ANNEXURE
QUESTIONNAIRE

Name : ________________________________

52
Address : ________________________________

Ph. No : ________________________________

1. Gender
a. Male b. Female

2. Marital status
a. Married b. Unmarried

3. Age (in years)

a. Below 18 b.19 - 28

c. 29 - 38 d. Above 38

4. Your children’s detail:

a. Daughter b. Son Name______________

Birthday

5. Please tell us about your overall shopping experience at PNG.

a. WOW b. GOOD c. COULD BE BETTER

6. Experience at store
A. Were the sales staff warm and courteous?
a. WOW b. GOOD c. COULD BE BETTER

53
B. Did you get prompt service from the sales staff?
a. WOW b. GOOD c. COULD BE BETTER

C. Did the sales staff understand your requirements?

a. WOW b. GOOD c. COULD BE BETTER

D. Did the sales staff have good knowledge about the jewellery you
purchase?

a. WOW b. GOOD c. COULD BE BETTER

E. Were the sales staff well groomed?

a. WOW b. GOOD c. COULD BE BETTER

F. Were you offered soft drink, tea, or coffee at the store?

a. WOW b. GOOD c. COULD BE BETTER

G. Could you make your purchase at a leisurely pace?

a. WOW b. GOOD c. COULD BE BETTER

H. Was your billing smooth and quick?

a. WOW b. GOOD c. COULD BE BETTER

I. Was the Anuttara Loyalty Program explained properly?

54
a. WOW b. GOOD c. COULD BE BETTER

J. Were you assured of a good service after purchase?

a. WOW b. GOOD c. COULD BE BETTER

7. Store ambience-
A. Was the entrance to the store clean and welcoming?
a. WOW b. GOOD c. COULD BE BETTER

B. Was the store ambience comfortable?

a. WOW b. GOOD c. COULD BE BETTER

C. Was the jewellery display appealing?

a. WOW b. GOOD c. COULD BE BETTER

D. Were the washrooms clean?

a. WOW b. GOOD c. COULD BE BETTER

E. Was the showroom well-lit?

a. WOW b. GOOD c. COULD BE BETTER

8. Quality of jewellery/ design and rang-

A. Jewellery designs appealed to my taste.
a. WOW b. GOOD c. COULD BE BETTER

55
B. Wide range of jewellery is available.
a. WOW b. GOOD c. COULD BE BETTER

C. Craftsmanship / finish.
a. WOW b. GOOD c. COULD BE BETTER

D. Jewellery purchased is worth the money spent.

a. WOW b. GOOD c. COULD BE BETTER

E. Exclusive / unique design is available.

a. WOW b. GOOD c. COULD BE BETTER

9. Is there anything you want to share about your experience

at the store?

a………………………………………………………………

b………………………………………………………………

10.Would you visit this showroom again?

a. Yes b. Maybe c. No

56
11.Would you recommend the showroom to other?
a. Yes b. Maybe c. No

12.For whom did you buy the jewellery?

a. For yourself b. For gifting

13. Are you satisfied with making charges of PNG?

a. YES b. NO

14.What is the occasion for which you bought the jewellery?

a. Wedding b. Daily wear

c. Birthday/Anniversary d.Festival

Other special occasions (specify)__________________

15.Lastly, can you tell us what you like the most about PNG?
a. The assurance purity b. Design & craftsmanship

b. Availability of a wide range d. In-store & after sales service

e. Promoted by the Tata group

Any other (please specify):___________________________________

57