silver jewellery project
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Marketing of Silver Jewellery
CHAPTER I
INTRODUCTION
1.1 Introduction of silver
Silver always been a special fascination for mankind, in ancient
times silver were used in making coins. No doubt even today there are
manufacturing silver coins, but at that time coins of silver has a
commercial value that is it was treated as money or currency, but now a
days silver coins are used in Pooja’s and it is gift items. Silver were used
in the manufacturer of bullets depleted uranium. It is a super weapon of
the 90’s and it is used. In the gulf war now a day’s silver used as an
ornaments, Devataha Vigrha, and Pooja items ,coins which are available
in Jewellery shops.
And silver is used in the manufacturer of photos negative silver is
also used in manufacturing of audio compact disk. It is used as a metal
player to the disks it has a wide used than the gold ornaments now a days
silver ornaments can also published in gold colour. It is difficult to find
out the different between the gold and silver so people may get confused
between gold and silver so many different classes of people cans use it
there is a more changes of people can use it silver when compared to
gold.
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Before 4 to 5 years the value of silver is Rs. 85/- for 10 grams.
Many people use it because. It has a resale value in market it can be
converted into money so it has a very wide scope.
1.2. Silver Jewellery for man
Man wearing silver Jewellery like chain cross or even bracelet is
not so uncommon now days as it was sometime back. Those days are
over, when wearing any kind of Jewellery by man was looked girly. Now
a day for man silver Jewellery can be a perfect way of showing others
that you have your own distinct silver chain or a cross can really make
you star attraction of any party and it shows that you star attraction of any
party and it shows that you like to stand out of the league. Always
remembers that you may have a pleasant personality but it’s to be what
you wear which will count first.
There are factors like being cheats easy handle as compared to gold
and getting customized which makes silver Jewellery popular among
today’s man. The best thing about silver is that you can wear them as
casual wear unlike other costly metal wear you can wear them while on
beach of playing some outdoor game or at some meeting.
The cost of silver Jewellery for man can vary a lot as it depend on
factors like how vary or lot as it depend on factors like how much artistic
work has been done on it. What kinds of finishing it has and weather it’s
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having any other costlier metal or gem in it. But still we can get a good
earring or chain around Rs.1000 to Rs.2000.
The most popular silver items among man are chain, rings and
crosses. After that we can count earrings, bracelets and some other
Jewellery.
Silver is also used not only making Jewellery but also other purpose
they are :-
As a fashion accessory.
To compliment attire.
As an investment.
To enhance the natural beauty of skin tones.
1.3 Statement of the problems
By seeing the rich growth in Silver jewellery. There is a lot
competition in local market, so the shop has not possible to given the
right service to consumers.
1.4 Objective of study
1) To ascertain the consumer behavior to words marketing of silver
products.
2) To know the problems faced by the firm. Which is engaged in
marketing of silver products.
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3) To determine the factors influencing the purchase decision of the
customers.
4) To know the recent trends of silver products.
5) To know the competition.
6) To know the consumer satisfaction.
7) To know the marketing strategy adopted by shop.
8) To know the awareness about Jewellery product.
9) To ascertain the suggestion to over come the difficulties in
marketing.
1.5. Scope Of Study
1. The scope of this study is to understand the problems of marketing
of silver products.
2. The study is limited to davangere city.
3. The scope of study is to understand problem of consumer in the
choice of silver product.
4. Study of marketing strategy adopted by Lingeshwara jewellers.
1.6. Limitations
1. The study is restricted to city of davangere city only.
2. The sample size selected for study in small i.e. 50 customers.
3. Inadequacy of relevant data.
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4. Finally of the study are based on the assumption the information
collected from respondent is correct.
1.7. Methodology and Research Design
1. The primary and secondary data collected have been used
extensively for the preparation of project report.
a. Secondary data: secondary data is collected from journals, news
papers, magazines, books and also with help of internet.
b. Primary data: primary data is collected using the survey method,
under survey method the questionnaire was employed. .
2. Instrument used for research;-
Questionnaire is used as instruments in gathering and collecting the
primary data the questionnaire prepared contains relevant questions
which are both close ended and open ended.
3. Method used for collecting the data :-
Method which is used for collection data is survey method,
questionnaire method is undertaken as the study on the project is
mainly based on the opinion of customers for this purpose, about 50
customers are contacted and interviews.
1.8 Profile of the Study Area
Davangere is the place which is located in the heart of Karnataka
state. It has the history of more than 200 years the total area is over
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4600sq kms before the city. Davangere was regarded as “Manchester
city” of Karnataka as there were lots of cotton mills. But today the city is
regarded as an educational centre and commercial city.
The total population of davangere city is about 18,15,996. Female
population is about 8,36,044. Which comparatively less than male
population. Davangere district includes harihar, honnali, harapanahalli,
and channgiri taluks.
The major factories lactated in davangere district are harihar
polyfibres, Bathi sugar factory and other two sugar factories. The climate
of the city is moderate. It receives an annual rainfall of 647.01 mm.
People of davangere city are mainly engaged in activities such as
business, banking, hotels, workshops, constructions. There is a
tremendous growth of agro based industries from past 1970’s harihar
polyfibres, and Mysore kirloskar are industries of national importance
which enhances the name of davangere district.
Davangere city is termed as an educational centre as there are
number of professional colleges and educational institutions such as
JJMC, Bapuji dental college, College of dental science, Bapuji institute of
engineering technology (BIET), UBDT, GMIT, Ayurvedic medical
college and some of the well known professional college in state.
Regarding the health facilities provided, there are many hospitals
equipped, Bapuji hospital, and chigateri general hospital are well known.
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There are other veterinary centers set up in Davangere city.
Transport and communication facilities provided for the people are
adequate. The K.S.R.T.C, private bus operators, lorry services and
southern railway are providing good and quick transport facilities. The
post and telegram office, telecom department and private operators
providing services to the people. Thus, there is a tremendous growth in
infrastructure development. As a result of this, there is an overall
development in davangere city.
1.9 Organization of the Project Report
Chapter 1: Deals with technical aspects of present study such as
introduction about the study, scope, statement of problem, objective of
study, methodology, limitations of the study etc.
Chapter 2: This chapter deals with the profile of Lingeshwara Jewelers.
Chapter 3 : Information about the product of silver jewellery.
Chapter 4 : This chapter discusses the introduction of marketing
strategies and marketing strategies adopted by the dealer.
Chapter 6 : This chapter highlights analysis of survey data based on
questionnaire.
Chapter 7 : This chapter presents suggestions and conclusions.
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CHAPTER 2
Profile of the Lingeshwara jewellers
2.1 Birth and growth.
A Lingeshwara jewellers belongs to the well known Mudugundi
family of davangere. The persons belonging to Mudugundi family are
engaged in various businesses such as import of Jewellery from other
states. Wholesale and retail of Jewellery items etc.
Mudugundi is a house hole name not only in DVG but also in the
chikkamangalur district In Karnataka for their good business practices.
And in 1965 Mudugundi Patel Rudrappa was doing a business in
chikkamangalur city with the help of his brothers and neighbors. At that
time all the gold and silver items were manufactured by themselves.
Mudugundi Kuberappa is one of the sons of Rudrappa. In 1985 he
thought of starting his own business firm since 1986 Sri. M.R.
Kuberappa, the proprietor was carrying on the business with vast
experience in Jewellery business. The business is carrying on in a
traditional way with his practical knowledge associated with theoretical
knowledge. New he is one of the very few experts in valuing the
Jewellery products, gems testing etc. and attracting the class customers
who give importance for quality uniqueness etc. rather than piece. Since
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1986 he never looked back every year there in growth in number of
satisfied customer, turnover and also project.
Location of the shop
Lingeshwara jewellers
Vasantha talkies road, halepet
Davangere.
2.2. Sales performance.
The sales performance of a business is basic function particularly
in a commercial concern. The volume and the value of the sales and the
consequent margin of profit ultimately gives the size of your business, its
pattern of organization, the financial and person’s problems.
The sales management in the items applied to the process of
distribution the goods from the produce to the ultimate user of consumer.
It covers selling, advertising, and sales promotion, and risk taking. One of
the effective ways to improve in sales or in any are of your life for that
matter, is to model the behavior of what people who are already
successful doing it are doing.
How to improve sales performance.
Prospecting
Successful people spend 45% of their time in prospecting activities
that’s right, 45% cold calling networking researching new companies and
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people to speak to is the single biggest area of time spent in sales activity.
The lesson here is that even once you’ve achieved a certain level of
success in sales. You can’t prospecting consistent prospecting is one of
the most important things you can do to get and to stay successful.
Presenting
20% of the sales people spend time in front of prospectus
understanding what the prospectus does and presenting solutions as to
how their product or service can help the prospect.
Product knowledge
Another 20% of time is spent on activities and skills related to
product knowledge and product malleability. There is an important
distinction between product knowledge and product malleability. Product
knowledge means understanding the technical side of what your product
or service does or how is works. For example if you were selling silver
products, product knowledge means that have basic knowledge that you
have a basic understanding of how to use of silver in different products
product malleability, on the other hand takes product knowledge to much
higher level in the realm of product malleability, you spend time studying
the real world. Application and uses of your products or service. It means
understanding how your product can be adopted and use a in a variety of
situation that may not always be immediately obvious to the prospect.
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Personnel and professional development
Successful people spend 15% of their time honing their skills
through classes, workshops, books, meeting with mentors and any other
things that will them improve.
2.3 Evaluation of sales performance
There are three reasons to evaluate or appraise the performance of
sales people.
They are:
1. To measure performance against planned sales and marketing
objectives.
2. To distribute rewards for performance.
3. To guide the development of sales force.
Target for sales performance are set and they act as criteria for
comparison with the actual accomplishment. Sales quotas, expense
control, personnel development objectives are the casual target for the
purpose of evaluation. It is essential that all evaluation should be forward
looking and aims at future and improved performance.
Performance evaluation should be done periodically and
promotion, pay rise, rewards should be offered to the deserving sales
people. Forward looking to positive evaluating and control enable
salesman to severe self advancement or developments.
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Effective sales performance measures.
Sales man’s performance can be measured by number of factors,
such as to ability to sell at satisfactory volume, ability to sell at profit,
ability to sell at a low cost, ability to plan and organize his time and
efforts, ability to plan and organize his time and efforts, knowledge of
products, policies, customers and competition, ability to attract, and hold
customers etc.
SALES AND PERFORMANCE OF LINGESHWARA JEWELLERS
FOR 5 YEARS
Year Sales growth in %
over previous year
2003 25
2004 27
2005 28.31
2006 29.54
2007 31.2
Source:-Proprietor
2003 2004 2005 2006 20070
5
10
15
20
25
30
35
Sales growth in % over previous years
Sales growth in % over previous years
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Proprietor
ComputerOperator Employee1 Employee2
Sales man1 Sales man3Sales man2
Costumers
Marketing of Silver Jewellery
In 2003 the% growth is sales was 25%, but in 2004 it was
increased by 27%. But in 2005 increased by 28.31%, in the 2006 the
sales was increased by 29.54% and finally in 2007 sales increased up to
31.2% so the diagram shows the shop was gradually increased it sales. It
shows its popularity in Davangere city.
Organsiation Chart
Analysis of S W O T
S= stand for strength of shop.
W= stand for weakness of the shop.
O= stand for opportunities of the shop.
T= stand for threat of the shop.
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Strength
Following are the strength of the shop.
1. Shop has huge number of consumers.
2. Capacity to supply the Jewellery when they want.
3. Good will of the shop is fine in the market.
4. Honest dynamic and committed management such as Kuberappa
M.R. and also their brothers.
5. Shop has big sources of modern Jewellery.
Weakness
1. It suffers from competition in the market.
2. Its operations in limited to only regular customer.
3. It suffers from marketing publicity.
4. Lack of skilled talented employees.
Opportunities
1. Lot of potential demand for supplying the Jewellery to customer
for several weddings and festivals.
2. Lot of scope for attracting the customer from urban and rural
areas.
Threats:
There is a lot competition from other Jewellery shops. In
Davangere city.
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CHAPTER -3
PRODUCT’S PROFILE
3.1 History of silver
This history of silver can be traced back to Babylon when silver
was used as tender or credit instrument around 4500 BC. It started to be
used for decorative and practical use and reached a culminating point in
ancient Greece, around 2000 BC. Techniques such as embossing,
engraving, casting, and so on were already known.
After the edict of Milan in 313Ad, when the Christian faith was
officially recognized, houses of worship started to be adorned with silver
and gold, vast amounts of silver come from ancient Rome, treasure which
were amassed through wars in Greece and Asia and melted down later,
small mines produced silver in many location in Europe, until in the year
900 first are depository were discovered in Germany.
3.2 Polishing of Silver
Is your silver dusty and tarnished? Do you avoid polishing it
because seem like and endless chore? Polishing silver is actually a very
simple process and one household chore that do not take lot of time.
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How to polish silver
When a piece of silver needs polishing it will begin to lore its bright
silver quality and take on a slightly yellowish or golden tone. Severely
tarnished pieces turn almost black. When tarnish is not halted by timely
polishing, A piece may need to be entirely replaced by a professional, a
process that is costly and time consuming.
Instead, take care of the silver you have. To polish silver serving
pieces you have found it works well to rise each silver item in hot water
to remover surface dust. Then while that silver is still warm, are
moistened foam sponges to spread the silver polish.
Spread the cream quickly over the silver piece to cover it completely
then begin to gently rub each tarnished area. Move round the piece inside
and out until the tarnish is gone. Finally wash with mild dish soap and
rinse in warm water.
Dry with very soft cotton flour sack towel to remove all water.
Polishing an average bowl should only take less than a minute, so it is
definitely an activity with instant rewards.
Most experts advice that silver “dips” should be avoided expect for
isolidated areas such as fork tines. The dips tend to leave a yellowish
residue on silver. In addition dips will negate the areas of oxidation which
adds to the look of antique patina.
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Repairs
If you have silver pieces that are damaged bent, broken or have
missing parts, contact one of the many firms that specialize in silver
repair, replating and restoration. Most pieces can be repaired to like new
condition, then replated, buffed, and polished you’ll end up with a new
treasure fit for use at your finest holiday celebration.
Storage:
Store of silver in special flannel bag infused with particulars of
silver that will retard tarnish on your stored pieces. Look for these in
jewelry and department stores in silver and china section. They are often
brown and sold under the name “pacific silver cloth” Never get these
flannel bags wet as they will lore their tarnish resistance.
3.3. Process of silver polishing:
1. Purchase some good silver cream, Wright’s in a jar is one good one. It
is thick pink cream that comes with a foam sponge inside the jar.
2. Read the instructions on your particular container of silver cream and
follow them if they vary from this tutorial.
3. Gather all of your silver to be polished and set the pieces near the
kitchen sink, Spread some paper towels nearly to provide and area to
set the pieces once the cream is applied.
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4. Wash or rinse each silver item in hot water to remove dust, and then
while the silver is still warm dip into the cream with a moistened foam
sponge or soft rag, spread the cream quickly over the entire silver
piece.
5. Try to cover an area completely with a thin layer of silver cream, then
go back and rub each area just until the tarnish disappears, small items
will take 15-30 seconds, while larger pieces may take up to 2 minutes
to finish.
6. On large pieces such as bowls, cover the entire inside area first so the
cream covers the whole surface. Then go back and rub it in where
tarnish is evident next go on to put cream on the outside surfaces and
repeat.
7. Rinse right away or set each piece on the paper toweling proceeds to
the next piece. Work quickly you can apply cream to 10 serving
bowls or to flatware for six in less than 10 minutes.
8. When you feel like taking a break, rinse out the sponge and wash your
hands.
9. Next pick up the each silver creamed piece and gently rinse it under
warm or cool running water, rubbing away all traces of the silver
cream with a very clean soft sponge or a soft cotton rag.
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10. As you wash, be careful of felt covered bottoms and try not to get
them yet. If necessary, dry the item for a several hours in its side so
the felt bottom can dry out completely.
11. Set the clean rinsed silver on a clean dry towel and use that to dry the
silver thoroughly and avoid water marks.
12. Dry intricate crevices with a Q-trip if desired, then air dry the silver
for several hours so all joints and crevices dry completely.
13. Return the silver to its display or storage area.
3.4 How to burnish the metal
Burnishing is the process of polishing metal to give it a smooth
shiny finish .it is often used on soft metal such as brass or aluminum and
is an alternative to diamond dragging. The following steps will show how
to burnish metal.
Step-1:- Select a burnisher, this is a special engraving tool with a
blunt end instead of the usual sharpened tip, illustrating its purpose of
polishing metal without cutting into it. The spin die motor causes the
burnisher to rotate rapidly. And will provide a smoother appearance
than diamond dragging.
Step-2:- Set up the engraver for burnishing. Install the light touch
burnishing adapter and insert the burnishes into a solid collect or top
load spindle just like any other cutter.
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Step-3:- remove the none cone and micrometer. They are not needed
for burnishing and removing them will provide a better view while
burnishing.
Step-4:- loosens set screw and position the burnisher so that it
extends at least ¼ inch past the spindle and tighten the set screw.
Step-5:- push the burnish with our finger to see if it hangs up. If it
does, loosen the set screw slightly. And rotate the burnisher 30
degrees. The idea is to have the screw as tight as possible and still
burnisher move freely
Tips :
1. Avoid the use of tarnish “rinses” or “dips” as they tend to yellow
the silver and won’t give it that wonderful rich silver glow.
2. Salt is one to the worst foods to touch silver and tarnishes it
quickly. Keep salt away from silver whenever possible. Or wash
salt residues away immediately after use.
3. Polish silver flatware up to 3 weeks before a special occasion, and
polish it in early November to are all through the holidays.
4. Using paste cream, rather than thinner runny solutions in bottles, is
often easier to handle.
5. For the look aged silver leave some of the tarnish in crevices.
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3.5 How to make silver Jewellery
Step 1
Fist step is to think about the design who will be wearing
Jewellery. What kind of piece it will be (Bracelet, ring, necklace or
something else) and how much time and effort can put into it.
Step-2
Obtain the silver to make our silver Jewellery our need to start out
with the row material, silver. We can use almost any piece of silver for
this purpose.
Step-3
Make ingot. The ingot is our starting piece of row, melted down
silver that can be banged and shaped into our design. Heat the ingot
periodically and shape it with proper Jewellery making tools until we get
it into the shape and form we want it.
Step-4
Once we have gotten our silver into the form of our design. It
needs to go back into the oven so that it sets. The oven should be set at a
low temperature and the piece left these for a significant amount of time
in order for you to properly of time in order for you to properly of the
piece.
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3.6 Is Silver sensitive to your skin:
There is no doubt that for women, one of life’s greatest pleasures is
Jewellery. few woman can resist their allure as men have discovered their
delight and dismay the world over but not all women have luxury of
indulging themselves with Jewellery quite a number of them can’t wear
Jewellery at all.
Nearly 10% of the female population and 6% of male population
are estimated to be allergic to Jewellery but it isn’t the gold, silver, or
platinum used in Jewellery that causes the allergy. It is the nickel added
to the precious metals since pure gold or silver is too soft to craft into
ornaments, nickel is added to gold or silver to give it greater tensile
strength and malleability necessary for creating ornaments.
Allergy to nickel is noticed as a rash or redness of the skin and is
commonly accompanied by itching. This allergy is phenomenon that has
assured growing importance in recent years, largely because of the
introduction of cheap fancy jewellers in which the underlying metal
consists of nickel, the rise is body piercing amongst youngsters is another
contribution factors. The fact that piercing is not restricted to the ears,
nose but has moved on to the eyebrows, chin, lips and even the tongue
makes that matter even more complicated.
Few women can avoid Jewellery altogether but one can make
every effort to reduce contract with nickel. For the sensitive, a shift from
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14K to 18K gold, and silver will result in a marked improvement. These
days other metals are findings their way into Jewellery business titanium
and niobium are fast going a reputation for safety.
3.7 Uses of silver Jewellery
Silver always being a special fascination for mankind. In an
ancient time’s silver were used in making coins. No doubt even today
there are manufacturing silver coins, but now a days silver coins are used
in Pooja’s and it is gift items.
Now days silver is used an ornaments, devatha vigrha’s and Pooja
items, coins which are available in Jewellery shops.
Silver is used in manufacturing of photo negatives, sweets as a
decorative foil. Silver a mostly negatives sweets as a decorative foil.
Silver a mostly used as ornaments for women’s like, bangles, rings,
chains, ear rings, finger rings, bracelets, pendants, anklets and many more
for woman’s.
Now a days royal families, spoons, forks, knifes are made up of
silver and furniture covering is also made in silver.
Silver products used for babies.
There’s a popular saying used to describe a specially lucky or rich
person, “Born with a silver spoon in his mouth”. In India however it’s
not just silver spoons, but chains, bracelets, Anklets, and kadas, there is
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an amazing variety of Jewellery made exclusively for babies as young as
a few days old. Little bangles, rings, chains, earrings little chains for
waist and of course anklets or kadas.
Every community attaches considerable significance of acquiring
at least apiece or two for their babies, especially significant occasions. In
several communities gold and silver paste is applied to the infant’s tongue
soon after birth. Among the Hindu in Kerala a waist chain, little bangles,
and anklets are integral part of the 28th day. The naming ceremony
similarly, north Indians, Jewellery if given during “namkaran” (Naming
ceremony) as well as earpiercing ceremony. Muslims too have a
ceremony called “chilla(Baptism) ,which is performance either in the 12 th
or on the 40th day after birth where gold and silver Jewellery is gifted to
the baby.
Designs vary from state to state and indeed from jeweller to
jeweller now adays, you even see trendy westernized styles such as baby
shoe pendants earring and rings with little cupids. Teddy bears and dolls,
whatever the design, the key element kept in the mind when designing for
babies is that the piece should be 100% safe. No rough edges or heavy
pieces the Jewellery is invariably smooth, simple and light weight.
And what happens when the baby outgrows his or her Jewellery?
No problem. bracelets and bangles are often adjustable and “grow” with
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the baby or they can be worn as earnings waist chains can be converted
into chains for the new styles.
3.8 Goods once sold…
How “we are responsible for what we sell is more profitable to
goods once sold will not be taken back”. With modern age business man
fast replacing the older generation, , the age-old business man fast
replacing the older generation the age-old fast replacing are also
becoming obsolete with consumer awareness spreading far and wide,
after sale services is becoming increasing important. “goods once sold
will not be taken back” attitude does not attract consumer anymore
irrespective of the quality or brand of the product.
Retailers today need to take a long hard look at their business
strategies. They need to customer satisfaction, which spell success in
every business. “we are responsible for what we sell “this is new
philosophy is based on the realization that a store need to build a bond of
trust with the customer to entice him to keep coming back quality of the
product is no doubt important but in these competitive and trying times,
customer relationship gives the edge. Further word of mouth spreads
faster than any other publicity stint and goes a long way towards building
the image of the business.
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Here are few pointers towards building a healthy customer
relationship.
Designing efficient process that take care of all possible
eventualities the shopkeepers should keep checking products,
which are brought back with complaints. They should either
correct the manufacturing defect discontinue production.
Training staff to correctly respond and behave with the customers
while redressing their problems.
Continuously tracking customer feedback on products sold by them
and using them as input to improve sales.
Educating the customer regarding the maintenance of the product
to reduce wear and tear.
There may be arguments regarding the effectiveness of the
aforesaid pointers, since some of the customers or guilty of fraud. But the
percentage of customers cheating shoe keeper is less 2%. This percent is
overwhelmingly offset by the remaining 98% who have the potential of
becoming “life patrons of a business”.
3.9 Pre-Columbian Jewellery
American Indian art created before A.D. 1500 is called pre-
Columbian, because it was produced before Christopher Columbus
arrived in the new world in 1492. During pre-Columbian times, the
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Indians of the Inca empire inhabited in large parts of South America. The
Inca authors were highly skilled at working with metals. Especially gold
and silver. Most of the Inca cultures were highly skilled at working with
metals specially gold and silver most of the Inca Jewellery was melted
down by Spanish conqueror in the 1500s. However, a few pieces
survived. These include large round rings, armband headdresses, masks,
ornate necklace and earnings.
The Maya Indians of southern Mexico and Central America made
Jewellery of gold, silver, Jude and other local materials. The Maya
created bracelets, large necklaces and ceremonial masks with geometric
design.
3.10 Modern Jewellery
Most Jewellery today is machine made. However many expensive
pieces are created by hand. Costumer Jewellery, which is in expensive,
mass produced Jewellery is popular.
A.R.G. College of Arts & Commerce 27
Marketing of Silver Jewellery
Value of silver ( rates of silver)
Date and year Rates/ k.g (in Rs)
3-5-1982 2698.00
3-1-1983 2915.00
2-1-1984 3450.00
2-1-1985 3665.00
1-1-1986 3955.00
2-1-1987 4250.00
2-1-1988 6261.00
2-1-1989 6469.00
2-1-1990 6968.00
2-1-1991 6556.00
2-1-1992 7920.00
2-1--1993 6840.00
1-1-1994 6685.00
11-11-1995 8070.00
4-5--1996 8055.00
3-5-1997 7980.00
10-5-1998 7950.00
15-11-1999 8025.00
20-5-2000 7340.00
21-3-2001 7310.00
10-7-2002 8490.00
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Marketing of Silver Jewellery
10-3-2003 7925.00
11-5-2004 9025.00
5-6-2005 10,426.00
3-9-2006 13,236.00
4-2-2007 17,000.00
31-3-2008 20358.00
Cause of increase the silver price
There is lot of demand for silver products in global market, and
also in local market.
A.R.G. College of Arts & Commerce 29
Marketing of Silver Jewellery
CHAPTER – 4
MARKETING STRATEGY
4.1 Introduction of marketing:
The term marketing is a very comprehensive one. Marketing is
the most complex and challenging function performed by every business
firm. Marketing thinking stars well before production commences and
ends only after sale satisfaction. It is the set of those activities necessary
and incidents to bring about exchange relations.
According Philip kotler says:
“Marketing is the analysis, planning implementation and control
of programmers designed to bring desired exchanges with target
audiences for the purpose of personal and mutual again. It relies heavily
on the adaptation and co-ordination of products, price, promotion and
place for achieving response”.
The American marketing association
“Marketing as the process of planning, and executing the
conception, pricing, promotion, and distribution of ideas, goods and
services to create exchanges that satisfy individual and organizational
objectives.
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Marketing of Silver Jewellery
The modern definition of marketing:
“Marketing is an ongoing process of,
(1) Discovering and translating consumer needs and desires into
products and services through planning and producing and planed
products.
(2) Creating demand for these products and services (thorough
promotion and pricing)
(3) Serving the consumer demand through planned physical distribution)
with the help of marketing channels, and then in turn.
(4) Expanding the market even in the face of keen competition.
In other words marketing is a system of integrated business activities
designed to develop strategies and plans (marketing mix) to the
satisfaction of customer wants of selected market segments or
targets.
Marketing covers:
Seeking :
It is the first function. The purpose of seeking is to discover the
customer and customer needs.
Matching:
Marketing is a matching process. Customer demand has to be
matched with organizational resources and environmental limitations.
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Marketing of Silver Jewellery
Programming:
The market programme called the market mix. Covering product,
price, promotion, and distribution strategies (4P) will be formulated and
implemented to accomplish the twin objectives of customer satisfaction
and profitability.
4.2 Introduction of Marketing Strategy:
Marketing strategy is the heart of a marketing plan. The concept
of strategy usually comes from two plans. We have a grand strategy or
corporate strategy dealing with company mission and company
objectives or goals. Grand strategy is the integrating map that charts the
development and use of resources to meet the challenges of fulfilling the
company mission and company objective or goal as well as functional
objectives. I.e. sub objectives adopted for each functional area of the
business. Marketing strategy is the functional strategy. It is related to
marketing as one functional areas of business.
P. Kotler define Marketing strategy as:
“A consistent appropriate and feasible set of principle through
which a particular company hopes to achieve it long term customer
satisfaction and profitability objectives in a particular competitive
environment”.
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Marketing of Silver Jewellery
Marketing strategy is a comprehensive plan of action designed to
meet the needs of a certain enterprise operating in a particular
environment. Marketing strategy is based on corporate marketing
objectives and it is implemented by a co-ordinated marketing action
programme. Viz. marketing mix.
The ideal marketing strategy would achieve optimum utilization
of all resource of the firm.
Marketing strategy formulation involves the following steps:
Determination of marketing objectives.
Generating alternative marketing mix option.
Selecting the most profitable marketing mix option.
Creating condition for implementing the chosen marketing
mix.
Marketing strategy can be divided into two subdivisions.
1. Marketing objectives:
E.g: Sales volume, choice of markets, sales revenue, and
profitability target.
2. Marketing mix:
Marketing mix in the form of marketing programme to achieve
the set marketing objectives as well as overall company objectives.
Marketing mix covers
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Marketing of Silver Jewellery
1. Products mix.
2. Price mix.
3. Distribution mix and
4. Promotion mix.
4.3 Marketing Mix Strategy:-
Marketing mix refers to the amounts and kinds of marketing
variable the firm is using at a particular time under marketing mix we
include product mix, distribution mix, communication mix, and price
mix.
The credit of introducing this concept of “marketing mix” goes to
“professor N.H. Borden” of Harvard business school of America.
According to N.H. Borden:
Marketing mix refers to two things (a) a list of important elements
or ingredients that makeup the marketing programme, and (b) the list of
forces having bearing on the marketing operations.
According to Prof. Philip kotler:
“The firm’s task is to find the best solution for its marketing
decision variable; the settings constitute its marketing mix.”
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Marketing of Silver Jewellery
According to Mr. Jerome MC Carthy, an American expert :
“Marketing to the pack of four sets of variables namely, product variable,
price variables, promotion variables, and place variables. In other words,
marketing mix is the blend or the compound of all the marketing efforts
houring round the found ingredients namely product. Price, promotion,
and place. These ingredients are interrelated and all revolve round
potential consumer satisfaction as the focal point.
Nature of marketing strategy:
Marketing mix is a dynamic process. It changes with the change in
needs of consumer. Marketing mix is a difficult task as it involves the
blending of decision in four different areas of marketing. I.e. the product,
price, promotion, and place. In fact, effectiveness of marketing efforts
depends upon the decision made in each of these found areas of their
proper combinations.
Objective of marketing strategy:
The basic objective of marketing mix is to satisfy the needs of the
customer in the most economical manner. The emphasis of marketing
mix is to satisfy the needs of the customer effectively.
A.R.G. College of Arts & Commerce 35
Product mix BrandColourProduct linePackingWarranty
Promotion mixPersonnel sellingAdvertisementPublicitySales promotionDealer aids
PLACE MIX
Distribution channels
Physical Distribution.
PRICE MIXPrice strategyPricing policyTerm of creditDiscount.
MARKETING MIX
Marketing of Silver Jewellery
The elements of marketing mix strategy :-
Precisely, marketing mix is the master-mix of sub-mixes
namely, product mix, price mix, promotion mix and place mix as a
set of good many variables. These element of marketing decisions
over which the firm has control.
Elements of marketing mix strategy:
Product mix strategy.
Price mix strategy.
Promotion mix strategy.
Place mix strategy.
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Marketing of Silver Jewellery
Product mix strategy:-
Theory:-The product is the most tangible and important single
component of marketing programme. The product policy and strategy is
the corner stone of a marketing mix. Without product there is nothing to
distribute nothing to promote nothing to price. If the product fails to
satisfy consumer demand no additional cost on any of the ingredients of
the marketing mix will improve the product performance in the market
place. A product greater is a firm’s plan for marketing its products.
Greater emphasis is laid on the product objectives for this reason, the
firms develops a product design to achieve the set objectives. A firm as
a product programme suitable to the product portion in the life cycle,
this product strategy involves the number of issue to be resolved.
Product mix strategy
Product positioning
Sourcing of product
Product variety
Quality
Design
Packing
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Marketing of Silver Jewellery
Product mix strategy of Lingeshwara Jewellers.
A Lingeshwara jewellers offers different products for different
segments of customers such as rich, upper middle, middle and poor
class, products (Jewellery) are offered according to their taste and
affordability.
Product positioning
Product positioning refers to the manner in which a product is
offered to a particular customer segment or aimed at meeting a
particular customer need. It is a process of identifying the need of
market segment product strength and weakness and the extent to which
completing products are perceived to meet customer needs.
The firm is having good many options to practicing product
positioning the important ones are:-
By making unique claims.
By highlighting the product features.
By promoting a product in new segments.
Sourcing of product.
Jewellery is obtained from different types of dealers who have
adequate knowledge in Jewellery. That is to say, Jewellery is purchased
from expertise dealers. These specialist dealers come form different
parts of out country such as Mumbai, Coimbatore, Hyderabad, Karwar.
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Marketing of Silver Jewellery
Etc. Appropriate Jewellery is offered to the customer at reasonable
price.
Product variety:
Varieties of Jewellery made with silver such as earrings, finger
rings, necklace, braches, Bracelets, pendants, anklets, etc. is offered
customers according to their taste. Budgets and occasion. Lingeshwara
jeweler’s deals not only silver jewellers but also with precious stones.
Semiprecious, synthetic stone, and pain gold Jewellery.
Quality:
The quality of the product offered to customer is of excellent
standard or grade. It is because of the motto adopted by Lingeshwara
jewellers is “Trust is tradition” customer satisfaction is a vital important
here.
Design:
Lingeshwara Jewellers offers different designed Jewellery to the
customers. It the customers desire to have Jewellery which has ethic
look or traditional look than Lingeshwara Jewellers offers the
customer the Jewellery which has ethic look. Proprietor of
Lingeshwara Jewellers M.R. Kuberappa, exclusively designs Jewellery
for the customers with great effort.
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Marketing of Silver Jewellery
Packing :
Jewellery is packed in exclusive boxes, as it is costly and needs
proper care.
Pricing strategy:-
Theory:-Pricing is an art of translating into quantitative terms.
(Rupees and paisa) the value of the product or a unit of service to
customer at point of time. Price is a major marketing tool and helps in
directing the products to a specific consumer segment. Price is a
powerful instrument in which both the buyer and seller are keenly
interested. It is the price of a product or a service that ensures a decent
return of investment, guarantee stable. Economic structure creates,
maintains and extends market. Pricing task involves establishing pricing
objectives identifying the factors governing the product value in
monetary terms, formation of pricing policies and the strategies
implementing them and controlling them for the best results.
Pricing strategy adopted by lingeshwara jewellers:-
Pricing is an element of uncertainty Lingeshwara jewellers still
believes in value of money to customers. It is because of products
uniqueness and its grader which cannot be measured in terms of money
alone.
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Marketing of Silver Jewellery
Pricing strategy involves the following issue
Discounts
Regular discount are given to the customer for regular customer
more percentage of discounts is offered.
Credit Terms.
The mode of payment which Lingeshwara jewellers allow is
either payment in cash or in terms of credit. Credit is allowed to the
customer for a period of one or two months. Sometimes it is three or
four months depending on the customer’s reputation and regularity.
Terms of Delivery
Delivery of Jewellery to the customers is also of vital importance
clear cut policies are to be spelled out regarding the terms of delivery as
to quantity time and place of delivery and the conditions of valid
delivery.
Promotion mix strategy:
Theory:-Promotion is the third ’p’ in the marketing mix. The
promotion means to push-forward or to advance an idea in such a
way as to gain its approval and acceptance. In marketing promotion
is a tool of communication in order to move forwards a service idea
in channel of distribution. Promotion is used in marketing to inform
A.R.G. College of Arts & Commerce 41
Marketing of Silver Jewellery
users of the availability and features of products and to convince the
consumers to purchase the offering. All kinds of promotion can be
created demand for our product. Strategy deals with efforts
undertaken to increase and improve demand and sales of the products
of the firm.
Advertising is one of the major tools, the promotional tool, which the
Lingeshwara jewellers adopt in the word of mouth. The seller
(proprietor) himself explains the uniqueness and advantages of the
product to the customers. He makes an effort to convince the
customers about the product offered so as to give him maximum
satisfaction because satisfied consumer is a permanent asset.
Lingeshwara jeweler’s good packing bags and boxes for the
customers when they purchase the Jewellery. It allows the customers
to makes free telephone calls at times of necessity Lingeshwara
jewellers create a good ambience (environment) to the customers so
that the customers feels relaxed and comfortable to explain their
needs Lingeshwara jewellers also celebrates Laxmi Pooja in Diwali
gifts are given to customers to express gratitude.
Lingeshwara jewellers put lots of efforts to maintain the good and
mutual relationship with people or public.
A.R.G. College of Arts & Commerce 42
Marketing of Silver Jewellery
Place Strategy:
Theory: Place is an important element in marketing mix. The
distribution of tangible goods involves the use of a network of
middle man to distribute the goods. Generally, the function of
production and distribution is divorced for tangible goods. Place or
the location takes important role in the marketing strategy adopted by
any business man.
Vocational advantage.
Davangere is a medium sized city with all types of people engaged in
various activities. A Lingeshwara jewellers is near Mandipet. Which
a well known market area in Davangere. It is located in the heart of
the city. Attracting large number of customers, as Davangere is a
medium sized city it is not possible to deals only with silver
Jewellery. But also shop has golden Jewellery, gems, and valuable
stones.
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Marketing of Silver Jewellery
ANALYSIS AND INTERPRETATION OF SURVEY DATA
Whether the buyer is satisfied after purchase depends on the offers
performance in relation to the buyer’s expectations. Satisfaction Is a
persons felling of pleasure or disappointment resulting form comparing a
products. Perceived performance (or out time) in relation to his or her
expectation.
From this, it is clear that satisfaction is a function of perceived
performance and expectation, if the performance falls short of
expectations. If the customers dissatisfied. If the performance matches the
expectations the customer is satisfied in the performance exceeds
expectation the customer is highly satisfied or delighted, so it is clear that
customer satisfaction is most important in all fields of marketing.
This chapter consists of customer survey and analysis. Survey of
customer is done through questionnaire.
In this chapter customer have given the different opinions
regarding the quality of product (silver jewelers), the variety, design,
choice available of selection, service rendered, price charge, mode of
payment given, and so on. Customer has also given their opinion
regarding the recommendation of Lingeshwara Jewellers to their friends
and relatives.
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Marketing of Silver Jewellery
TABLE- 1
GENDER
The table shows numbers of male and female respondents
approached for the survey.
SI no. Gender Number of
respondents
Percentage
Total
1 Male 13 26
2 Female 37 74
Total 50 100
Source: - field survey
In the above table it is clearly indicates that women customers are
more interested in buying the Jewellery than men’s. Thus the percentage
of women customers’ is74%.
The following is the pie chart showing no of male and female
customers.
Number of respondents
MaleFemale
Source :Table 1
A.R.G. College of Arts & Commerce 45
0
20
40
60
80
100
120
20-25 25-30 30-35 35-and above
Total
No. of respondents
Percentage %total
Marketing of Silver Jewellery
TABLE-2
AGE GROUP (IN YEARS)
The table explains the classification of customer’s according to their
age group.
S.I. No Age group (in Yrs) No. of
respondents
Percentage total
1 20-25 10 20
2 25-30 15 30
3 30-35 14 28
4 35-and above 11 22
Total 50 100
Source: field survey
In the above table, it is clearly shown that the maximum number of
customer approached for the survey fall within the age group of 25-30
and 30-35 and the no’s as 15 and 14 respectively.
The graph showing customers of different age group.
Source :Table 2
A.R.G. College of Arts & Commerce 46
0
10
20
30
40
50
60
70
80
90
100
Married Unmarried Total
No. of respondents
Percentage% total
Marketing of Silver Jewellery
TABLE-3
MARITAL STATUS OF RESPONDENTS
The Table illustrates classification of respondents according to their
marital status
S.I. No Marital status No. of
respondents
Percentage
total
1 Married 42 84
2 Unmarried 8 16
Total 50 100
Source: - field survey
The above table shows the classification of 50 respondents
accordingly out of 50 respondent’s majority of respondents is married
(84%). It show majority of married people have keen interest in
purchasing of silver Jewellery.
The graph give an idea about the classification of respondents
according to their occupation.
Source :Table 3
A.R.G. College of Arts & Commerce 47
0
20
40
60
80
100
120
140
160
Percentage %total
No. of Respondents
Marketing of Silver Jewellery
TABLE-4
Educational qualification
The table displays classification of respondent’s according to their
educational qualification
Sl. No. Educational qualification
No. of Respondents
Percentage total
1 Below S.S.L.C. 8 16
2 P U C 16 32
3 Graduate 20 40
4 Post graduate 6 12
Total 50 100
Source: - field survey
The above table indicates the educational qualification of 50
respondents. Majority of respondents are educated people, only16% of
people are in below- SSLC level. It clearly shows educated people have
keen interest in buying the silver Jewellery.
The graph showing classification of respondents according to their
education qualification.
Source :Table 4
A.R.G. College of Arts & Commerce 48
0102030405060708090
100
Business Service House wife
Others Total
No. of respondents
Percentage %total
Marketing of Silver Jewellery
TABLE-5
Occupation of Respondents
The table reveals classification of respondent’s according to their
occupation.
S.I No. Occupation No. of respondents
Percentage total
1 Business 5 10
2 Service 6 12
3. House wife 31 62
4 Others 8 16
Total 50 100
Source: - field survey
The above table shows the classification of 50 respondents’
accordingly to their occupation out of 50 respondents the majority of
respondents (62%) or home makers (house wives). This shows that the
house makers have keen interest in purchasing of silver jewelry.
Graph showing the classification of respondents according to their
occupation.
Source :Table 5
A.R.G. College of Arts & Commerce 49
No. of respondents
50000to 75000
75000to100000
100000 to 1.25000
125000 and above
Total
Marketing of Silver Jewellery
TABLE-6
Annual Income of Respondents
The table shows classification of respondents according to their
monthly/annual income.
S.I No Annual income (RS)
No. of respondents
Percentage total
1 50000 to 75000 15 30
2 75000 to100000 20 40
3 100000 to 1.25000 10 20
4 125000 and above 5 10
Total 50 100
Source: - field survey
The above table clearly shows the annual income of 50
respondents. And majority of their annual income is 75000-100000 and
50000-75000. So peoples in the middle class level have keen interest in
buying of silver Jewellery.
The graph showing the classification of respondents according to
their annual income (in Rs)
Source :Table 6
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Marketing of Silver Jewellery
TABLE-7
Customers of silver Jewellery
The table shows users of silver Jewellery of 50 respondents
SI no. Users of silver Jewelry No. of respondents
Percentage total
1 Users 48 96
2 Non users 2 4
Total 50 100
Source:- field survey
The table shows users of silver Jewellery. In 50 respondents 96%
of the peoples are users or silver Jewellery.
Graph showing clearly users of silver Jewellery
Source :Table 7
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Users
Non users
Total
0 20 40 60 80 100 120 140 160
48
2
50
96
4
100
No. of respondents Percentage %total
Marketing of Silver Jewellery
TABLE 8:-
Types of customers
The table shows the type of customers visiting the shop.
SI. No. Types of
customers
No. of
respondents
Percentage
total
1 Regular 32 64
2 Occasional 18 36
Total 50 100
Source:-field survey
The percentage of regular customers is more when we compare to
the occasional customers. Thus it is clear that the customers buy as and
when the need arises.
The bar diagram showing the type of customer visiting the shop
Source :Table 8
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Regular
Occasional
Total
32
18
50
64
36
100
Percentage %total
No. of respondents
Marketing of Silver Jewellery
TABLE 9
Types of customers
The table shows the type of articles purchased by respondents.
S.I No Types of articles No. of
respondents
Percentage
total
1 Pooja articles 28 56
2 Fancy articles 22 44
Total 50 100
Source:- Field survey
The table shows the types of articles purchased by customers. The
above table shows customers go for more pooja articles when we
compared to fancy articles, it is become that are assured of its resale value
and satisfaction which they desire form it.
Graph showing types of articles purchased by customers.
Source :Table 9
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Pooja arti
cles
Fancy
article
s
Total
0102030405060708090
100
No. of respondents
Percentage %total
No. of respondentsPercentage %total
Marketing of Silver Jewellery
Table 10:
Purpose of purchase
The table shows the purpose of reason for which customers buy the
Jewellery.
Sl No. Purpose of
purchase
No of
respondents
Percentage
total
1 Wedding 23 46
2 Festival 12 24
3 Gift 9 18
4 Investment 6 12
Total 50 100
Source:- field survey.
It is clearly shows from the above table the customer by the
Jewellery more for wedding and festivals.
The graph showing the occasion for which the customer buys
Jewellery
Source :Table 10
Table 11
A.R.G. College of Arts & Commerce 54
No of respondents
WeddingFestivalGiftInvestmentTotal
Marketing of Silver Jewellery
The table shows how people get the lingeshwara Jewellery shop
S.I No. How did they
know(by)
No of
respondents
Percentage
total
1 Advertisements 21 42
2 Friends 10 20
3 Relatives 10 20
4 Others 9 18
Total 50 100
Source:- field survey
In the above table clearly shows the more number of customers
know about shop by advertisement and their friends and relatives. It
shows shop as number of permanent and regular customers.
The graph address clearly how did customers know about
lingeshwara jewellers
Source :Table 11
Table 12
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AdvertisementsFriendsRelativesOthersTotal
Marketing of Silver Jewellery
Opinion about service
Table Depicts the opinion of the service about the service rendered
by lingeshwara jewellers.
S.I No. opinion about service No. of
respondents
Percentage
total
1 Bad -- --
2 Better 12 24
3 Good 28 56
4 Excellent 10 20
Total 50 100
Source: Field survey
In the above table shows most of the customers are satisfied by the
service rendered by lingeshwara jewellers.
The graph shows clearly opinion of customers about service
rendered by lingeshwara jewellers.
Source :Table 12
Table13.
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Better
Good
Excellent
Total
0 10 20 30 40 50 60 70 80 90 100
Percentage %total --No. of respondents --
Marketing of Silver Jewellery
Opinion about price
Table shows the opinion of customers about price structure of the
lingeshwara jewellers
S.I No. Price No of
respondents
Percentage
total
1 Low 5 10
2 Moderate 11 22
3 High 24 48
4 Very high 10 20
Total 50 100
Source :- Field survey
In above table shows clearly that the customers are given opinion
about the price structure of lingeshwara jewellers is high and moderate.
The graph showing the opinion of the customers with regard to the
price for the articles of lingeshwara jewellers
No of respondents
LowModerateHighVery highTotal
Source :Table 13
Table 14.
Opinion about quality
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Marketing of Silver Jewellery
Table shows the opinion of the customers regarding the quality of the
product offered by lingeshwara jewellers.
SI.No Quality No. of respondents
Percentage total
1 Bad -- --
2 Moderate 29 58
3 Good 10 40
4 Excellent 11 22
Total 50 100
Source: - field survey
In the above table it is clearly indicated all customers I.e. Fifty
respondents are completely satisfied by the quality of the product. Which
lingeshwara jewellers offered to them? Thus they are of the opinion that
the quality of the product offered by lingeshwara jewellers is moderate
and excellent.
The following is the graph showing the opinion of the customers
about quality of the product offered by lingeshwara jewellers
Source :Table 14
SUGGESTIONS AND CONCLUSION
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Moderate Good Excellent Total0
102030405060708090
100
No. of respondents --Percentage %total --
Marketing of Silver Jewellery
On the basis of survey findings it is observed that majority of
customers have expressed their satisfaction about the quality of Jewellery
in gold and silver product, gem and service offered by Lingeshwara
jewellers some of them have given suggestions for improvements of
business.
On the basis of survey findings and also personnel observation. I
and customers would like to give the following suggestions to
Lingeshwara jewellers for improvements of their business and better
service to customers.
Customer’s suggestion
1) The present promise in which Lingeshwara jewellers is housed is
not sufficient for display of Jewellery. There for necessary steps
should be taken to increase the floor area of the showroom.
2) In Davangere city very few Jewellery shop have displayed adequate
jewellery. Therefore, more and more jewellery should be displayed.
Own suggestion
1) As Jewellery business not an open type of business. I.e. if u
offered any amount of discount people will think the still you
make lot of profit. Therefore, it is suggested to standardize and
display/ announce the gold price, silver price, diamond price,
making charges, wastage etc, (an announced by Jewel De,
Pergon, Chammanur jewellers of Bangalore.)
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Marketing of Silver Jewellery
3) In Davangere very few shops in using silver products. It is suggested
to use the silver products and make arrangements to display the
same to customer. Hence customer confidence can be gained or
regained.
4) Regarding jewelry many people have got very poor knowledge. In
order to educate the people, being awareness among the people and
thus creating the desire for silver products it is suggested :-
To conduct exhibition of silver products.
To organize customer meet at least once in a year to know
the requirements of customer.
5) Publish a album or book to give information about latest designs in
various Jewellery. Such as Bangles, neckless, Earings, Fingerings,
Anklets, Chains and all types of pooja items.
6) Generally it is felt that all verities of silver articles are not available
in davangere. At any point of time, therefore please see that all types
of articles all available throughout the year .
7) Take action to reduce the waiting time as to make waiting a pleasant
time.
8) If possible introduce a product of month or highlight a particular
product every month such as January for pooja items, February for
anklets and so in and offer special discount or gift during the
particular month.
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Marketing of Silver Jewellery
CONCLUSION
As a part of report we have given the suggestion taking into
consideration various factor like availability of time, administration
limitations. Personal suggestion, tax loss etc. at least some of the
suggestion are implemented and if these is improvement in business and
public awareness about silver products, we think that our mission will be
successful.
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Marketing of Silver Jewellery
Questionnaire
Dear respondent,
I am a student of final year B.B.M at A.R.G.College, Davangere. I
have a undertaken a project work on the topic “MARKETING OF
SILVER JEWELLERY IN DAVANGERE CITY”. With special
reference of Lingeshwara jewellers. I have prepared a questionnaire
seeking necessary information from you, please spare your valuable time
to fill questionnaire.
I assure you that the information provided will be used to academic
purpose only.
Thanking you, Yours
faithfully,
(MADHU.G.T)
1). Name :- --------------------------------------------
2). Address :- --------------------------------------------
--------------------------------------------
--------------------------------------------
Phone no :- --------------------------------------------
3). Sex :- a) Male b) Female
4). Age grope (in years) : a) 20-25 b) 25-30
c) 30-35 d) 35& above
5). Marital status: - a) Married b) Unmarried
6). Educational qualification;-
a) Below SSLC b) P U C
c) Graduate d) Post Graduate
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Marketing of Silver Jewellery
7). Occupation: - a) Business b) Service
c) House wife d) Others
8) Monthly/ Annual income: -
a) 50000 to 75000 b) 75000 to 100000
(in Rs) c) 100000 to 125000 d) 125000 & above
9) Do you use silver jewellery: - a) Yes b) No
10). From which shop do you buy silver ornaments :-
a) Lingeshwara jewellers
b) Others
11). How often do you purchase :-
a) Regular
b) Occasional
12). Types of articles purchase :-
a) Pooja articles
b) Fancy articles
13). Purpose of purchase: -
a) Wedding b) Festival
c) Gift d) Investment
14). How did you come to know about Lingeshwara jewellers:-
a) Advertisement b) Friends
c) Relatives d) Others
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Marketing of Silver Jewellery
15). Opinion on service: -
a) Bad b) Better
c) Good d) Excellent
16). Price : -
a) Low b) Moderate
c) High d) Very high
17). Quality: -
a) Bad b) Moderate
c) GOOD d) Excellent
18). Range of product: -
a) Limited b) Wide
19).Mode of payment: -
a) Cash b) Credit
20). Working hour of this shop;
a) Convenient b) Inconvenient
21). Location of the shop; -
a) Away b) Near
22). Behavior of owner and workers: -
a) Friendly b) Unfriendly
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Marketing of Silver Jewellery
23). Do you like to offer any suggestion, Yes { } No { }
If yes state them
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Date:
Place: Signature of the respondent
A.R.G. College of Arts & Commerce 65
Marketing of Silver Jewellery
Bibliography
Text book Philip Kotler
Magazines of modern jewellery
Google.com
Ask.com
Broachers
A.R.G. College of Arts & Commerce 66
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