chapter 4 analysis of data and...
TRANSCRIPT
86
CHAPTER 4
ANALYSIS OF DATA AND INTERPRETATION
The data collected was analyzed and interpreted with Percentage, Mean, Standard
Deviation, Graphs, ANOVA, Factor Analysis, Correlation and Regression.
Demographics
Table 4-a: Demographic Details
Age
<25 yrs 234 59
26-35 yrs 145 36
36 - 45 yrs 21 5
Total 400 100
Qualification
Below Graduation 23 6
Under Graduate 164 40
Post Graduate 203 51
Others 10 3
Total 400 100
Occupation
Housewife 68 17
Working 261 65
Business 23 6
Others 48 12
Total 400 100
Religion
Hindu 331 83
Muslim 25 6
Christian 40 10
Others 4 1
Total 400 100
Income
Below 15000 92 23
16000 – 25000 140 35
26000 – 35000 88 22
Above 35000 80 20
Total 400 100
The Demographic data collected for the study comprised of Age, Qualification,
Occupation, Religion and Income. This served as basis to further analysis. The break
up details and the interpretation of the same is followed in the next pages.
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Table 4-1: Age Group
Age Group Frequency Percentage
<25 yrs 234 59
26-35 yrs 145 36
36 - 45 yrs 21 5
Total 400 100
Graph 4-1: Age Group
Interpretation:
Majority i.e., 59% of the respondents for this study were aged less than 25 years.
About 36% were aged between 26-35 years while the remaining 5% were aged
between 36-45 years.
59%
36%
5%
<25 yrs
26-35 yrs
36 - 45 yrs
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Table 4-2: Education
Education Frequency Percentage
Below Graduation 23 6
Under Graduate 164 40
Post Graduate 203 51
Others 10 3
Total 400 100
Graph 4-2: Education
Interpretation:
Majority of the respondents were Post graduates with 51% of the sample. Under
graduates and below gradates constituted 40% and 6%, respectively, of the sample.
Others constituted the remaining 3% of the sample.
6%
40%
51%
3%
0%
10%
20%
30%
40%
50%
60%
Below Graduation Under Graduate Post Graduate Others
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Table 4-3: Occupation
Occupation Frequency Percentage
Housewife 68 17
Working 261 65
Business 23 6
Others 48 12
Total 400 100
Graph 4-3: Occupation
Interpretation:
The vast majority i.e., 65% of the respondents were working professionals.
Housewives constituted 17% of the sample while those having business constituted
6% of the sample. Others constituted the remaining 12% of the sample.
17%
65%
6%
12%
0%
20%
40%
60%
80%
100%
Housewife Working Business Others
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Table 4- 4: Religion
Religion Frequency Percentage
Hindu 331 83
Muslim 25 6
Christian 40 10
Others 4 1
Total 400 100
Graph 4-4: Religion
Interpretation:
The vast majority i.e., 83% of the respondents were Hindus. Christians constituted
10% of the sample while Muslims constituted 6% of the sample. Others constituted
the remaining 1% of the sample.
83%
6%
10% 1%
Hindu
Muslim
Christian
Others
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Table 4-5: Income
Income Frequency Percentage
Below 15000 92 23
16000 – 25000 140 35
26000 – 35000 88 22
Above 35000 80 20
Total 400 100
Graph 4-5: Income
Interpretation:
Of the respondents surveyed, the largest category (constituting 35% of the sample)
had their income between Rs. 16000 to Rs. 25000. About 22% of the respondents had
their income between Rs. 26000 and Rs. 35000. Respondents earning less than Rs.
15000 and above Rs. 35000 constituted 23% and 20% of the sample respectively.
23%
35%
22% 20%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Below 15000 16000 – 25000 26000 – 35000 Above 35000
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Table 4-6: Buying Preference of Gold Jewellery
Type of Jewellery Frequency Percentage
Branded Gold Jewellery 331 83
General Jewellery Shop (unbranded) 69 17
Total 400 100
Graph 4-6: Buying Preference of Gold Jewellery
Interpretation:
Of the surveyed respondents, the vast majority i.e., 83% stated that they have a
preference to buy branded gold jewellery. The remaining 17% had a preference to buy
unbranded gold jewellery.
This shows that majority of the customers are inclining towards branded gold
jewellery in present situation. Various reasons for preferring gold jewellery are their
love, passion, security, investment and a habit of collecting jewellery over a period of
time. Branded gold jewellery is preferred more over general jewellery shop.
83%
17%
Branded Gold Jewellery General Jewellery Shop (unbranded)
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Table 4-7: Preference of Purchase of Branded Gold Jewellery
Purchase Source Frequency Percentage
Speciality Store 138 35
Exclusive Outlet 191 48
General Jewellers 71 17
Total 400 100
Graph 4-7: Preference of Purchase of Branded Gold Jewellery
Interpretation:
Of the respondents surveyed, the largest category constituting 48% of the respondents
stated that they buy jewellery from an exclusive outlet. Those buying it from a
speciality store constituted 35% of the sample while those buying it from general
jewellers constituted the remaining 17% of the sample.
When discussed with the respondents the main reason that emerged to choose
exclusive outlets was the service experience. Respondents felt factors like quality,
resale value, price are guaranteed or assured at these outlets.
35%
48%
17%
0%
10%
20%
30%
40%
50%
60%
Speciality Store Exclusive Outlet General Jewellers
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Table 4-8: Frequency of purchasing Branded Gold Jewellery
Purchase Frequency Frequency Percentage
Less than Once in a year 54 14
More than Once in a year 66 16
Once in year 68 17
As needed 212 53
Total 400 100
Graph 4-8: Frequency of purchasing Branded Gold Jewellery
Interpretation:
The majority constituting 53% of the respondents stated that they buy branded gold
jewellery as and when needed. Those stating ‘once in a year’ and ‘more than once in a
year’ constituted 17% and 16% of the sample respectively. The respondents
purchasing branded gold jewellery less than once in a year constituted the remaining
14% of the sample.
Respondents purchase branded gold jewellery as per their needs. The needs can be an
occasion, investment plan, offers or schemes, festivals, etc.,
14% 16% 17%
53%
0%
10%
20%
30%
40%
50%
60%
Less than Once in a year
More than Once in a year
Once in year As needed
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Table 4-9: Influencers on Purchase Decision of gold jewellery
Purchase Decision Frequency Percentage
Parents 203 51
Spouse 76 19
Friends 7 2
Alone 114 28
Total 400 100
Graph4-9: Influencers on Purchase Decision of gold jewellery
Interpretation:
Half the sample i.e., 51%, the purchase decision is made by the parents. While 28% of
the sample decided themselves it was 19% of sample where spouse made the purchase
decision. Very less that is only 2% of sample’s friends influenced the purchase
decision while buying gold jewellery.
Parents are involved while buying gold jewellery as it is parents who buy majority of
gold as gifts to their children during wedding. Women today are independent both in
terms of finance and decision making. So they make purchase decision all by
themselves.
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Table 4-10: Amount spent on purchase of Gold jewellery per annum
Purchase Amount Frequency Percentage
Rs. 10000 66 16
Rs. 11000 – Rs. 50000 182 45
Rs. 50001 - 1 Lakh 102 26
Above Rs. 1 Lakh 50 13
Total 400 100
Graph 4-10: Amount spent on purchase of Gold jewellery per annum
Interpretation:
The single largest category constituting 45% of the respondents stated that their
purchase amount for jewellery is between Rs. 11000 and Rs. 50000. Those stating it
to be between Rs. 50000 and Rs. 1 lakh constituted 26% of the sample. The
respondents with a purchase amount of Rs. 10000 constituted 16% of the sample
while those with a purchase amount of more than Rs. 1 lakh constituted the remaining
13% of the sample.
Whenever a respondent wants to buy jewels the cost per gram is anywhere between
Rs2500 to Rs3000. The minimum ornaments like earring, finger ring, pendants would
cost around Rs 15000 to Rs 50000 for about 5gms to 15gms of gold and which also
includes wastage, making charges and other charges.
16%
45%
26%
13%
0% 10% 20% 30% 40% 50%
Rs. 10000
Rs. 11000 – Rs. 50000
Rs. 50001 - 1 Lakh
Above Rs. 1 Lakh
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Cross Tabulations
Table 4-11: Age Group by Income per month
Particulars Income (Rs)
Below 15000
16000 – 25000 26000 – 35000 Above 35000
Age Group
<25 yrs 71% 71% 49% 30%
26-35 yrs 27% 25% 49% 60%
36 - 45 yrs 3% 4% 3% 10%
Total Respondents 92 140 88 80
Graph 4-11: Age Group by Income
Interpretation:
As stated in Table 4-11 above, of the respondents surveyed, the largest category
constituting 35% ie., 140 of the sample has their monthly income between Rs. 16000
to Rs. 25000. About 22% (88) of the respondents had their monthly income between
Rs. 26000 and Rs. 35000. Respondents earning less than Rs. 15000 and above Rs.
35000 constituted 23%(92) and 20%(80) each of the samples. In relation to age within
the income categories the following facts were found:
71% 71%
49%
30% 27% 25%
49%
60%
3% 4% 3%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Below 15000 16000-25000 26000-35000 Above 35000
<25 yrs 26-35 yrs 36-45 yrs
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Below Rs15000: Under this, the majority (constituting 71% of the sample) were aged
less than 25 years. This was followed by respondents who were aged between 26 to
35 years and 36 to 45 years, constituting 27% and 3%, respectively, of the sample.
Rs 16000 - Rs 25000: Under this also, the majority (constituting 71% of the sample)
were aged less than 25 years. This was followed by respondents who were aged
between 26 to 35 years and 36 to 45 years, constituting 25% and 4%, respectively, of
the sample.
Rs 26000 - Rs 35000: Under this, the respondents aged less than 25 years and aged
between 26 to 35 years constituted 49% each of the sample. Those aged between 36 to
45 years constituted the remaining 3% of the sample.
Above Rs 35000: Under this, the majority (constituting 60% of the sample) were
aged between 26 and 35 years. This was followed by respondents who were aged
between less than 25 years and between 36 to 45 years, constituting 30% and 10%,
respectively, of the sample.
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Table 4-12: Age Group by Purchase Branded Gold Jewellery
Particulars Source of purchase of Branded Gold Jewellery
Specialty Store
Exclusive Outlet
General Jewellers
Age Group
<25 yrs 64% 56% 55%
26-35 yrs 33% 38% 38%
36 - 45 yrs
3% 6% 7%
Total 138 191 71
Graph 4-12: Age Group by Purchase Branded Gold Jewellery
Interpretation:
As stated in Table 4-12 above, of the respondents surveyed, the largest category
constituting 48% (191) of the sample stated that they buy the jewellery from an
exclusive outlet. Those buying it from a speciality store constituted 35% (138) of the
sample while those buying it from general jewellers constituted the remaining 18%
(71) of the sample. In relation to age:
Speciality Stores: Under this, the majority (constituting 64% of the sample) were
aged less than 25 years. This was followed by respondents who were aged between 26
to 35 years and 36 to 45 years, constituting 33% and 3%, respectively, of the sample.
64% 56% 55%
33% 38% 38%
3% 6% 7%
0%
10%
20%
30%
40%
50%
60%
70%
Speciality Store Exclusive Outlet General Jewellers
<25 yrs 26-35 yrs 36 - 45 yrs
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Exclusive Outlets: Under this, the majority (constituting 56% of the sample) were
aged less than 25 years. This was followed by respondents who were aged between 26
to 35 years and 36 to 45 years, constituting 38% and 6%, respectively, of the sample.
General Jewellers: Under this, the majority (constituting 55% of the sample) were
aged less than 25 years. This was followed by respondents who were aged between 26
to 35 years and 36 to 45 years, constituting 38% and 7%, respectively, of the sample.
Majority of respondents in age group less than 25 years prefer specialty store,
exclusive store and general jewellers.
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Table 4-13: Occupation by Purchase Branded Gold Jewellery
Particulars Source of purchase of Branded Gold Jewellery?
Speciality Store
Exclusive Outlet
General Jewellers
Total
Occupation
Housewife 17% 17% 15% 17%
Working 70% 64% 59% 65%
Business 2% 7% 8% 6%
Others 10% 12% 17% 12%
Total 138 191 71 400
Graph 4-13: Occupation by Purchase Branded Gold Jewellery
Interpretation:
As stated in Table 4-13 above, of the respondents surveyed, the largest category
constituting 48%(191) of the sample stated that they buy the jewellery from an
exclusive outlet. Those buying it from a speciality store constituted 35%(138) of the
sample while those buying it from general jewellers constituted the remaining
18%(71) of the sample. In relation to occupation:
Speciality Stores: Under this, the majority (constituting 70% of the sample) were
working professionals. This was followed by housewives who constituted 17% of the
sample. Business people constituted 2% of the sample while others constituted the
remaining 10% of the sample.
17% 17% 15% 17%
70% 64%
59% 65%
2% 7% 8% 6%
10% 12% 17%
12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Speciality Store Exclusive Outlet General Jewellers Total
Where would you like to purchase Branded Gold Jewellery?
Housewife Working Business Others
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Exclusive Outlets: Under this, the majority (constituting 64% of the sample) were
working professionals. This was followed by housewives who constituted 17% of the
sample. Business people constituted 7% of the sample while others constituted the
remaining 12% of the sample.
General Jewellers: Under this, the majority (constituting 59% of the sample) were
working professionals. This was followed by housewives who constituted 15% of the
sample. Business people constituted 8% of the sample while others constituted the
remaining 17% of the sample.
Working women prefer specialty stores, women who are in business prefer general
jewelers. An interesting fact revealed during discussion was working women wanted
more of light weight, modern and fancy trendy jewels which was offered by specialty
stores.
Women whose occupation was business preferred general jewelers as they would get
benefit of resale or pledging facility in times of financial crisis or when money was
needed.
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Table 4-14: Income by Purchase of Branded Gold Jewellery
Particulars Source of purchase of Branded Gold Jewellery
Speciality Store
Exclusive Outlet
General Jewellers
Income
Below 15000
20% 19% 30%
16000 to 25000
35% 37% 35%
26000 to 35000
29% 21% 13%
Above 35000
16% 23% 22%
Total 138 191 71
Graph 4-14: Income by Purchase of Branded Gold Jewellery
Interpretation:
As stated in Table 4-14 above, of the respondents surveyed, the largest category
constituting 48% (191) of the sample stated that they buy the jewellery from an
exclusive outlet. Those buying it from a speciality store constituted 35% (138) of the
20% 19%
30%
35% 37%
35%
29%
21%
13% 16%
23% 22%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Speciality Store Exclusive Outlet General Jewellers
Below 15000 16000 to 25000 26000 to 35000 Above 35000
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sample while those buying it from general jewellers constituted the remaining
18%(71) of the sample. In relation to income levels:
Speciality Stores: Under this, the single largest category (at 35%) of the respondents
were earning between Rs. 16000 and Rs. 25000. Those earning between Rs. 26000
and Rs. 35000 and less than Rs. 15000 constituted 29% and 20%, respectively, of the
sample. Those earning above Rs. 35000 constituted the remaining 16% of the sample.
Exclusive Outlets: Under this, the single largest category (at 37%) of the respondents
were earning between Rs. 16000 and Rs. 25000. Those earning above Rs. 35000 and
between Rs. 26000 and Rs. 35000 constituted 23% and 21%, respectively, of the
sample. Those earning less than Rs. 15000 constituted the remaining 19% of the
sample.
General Jewellers: Under this, the single largest category (at 35%) of the
respondents were earning less than Rs. 15000 constituted 30% of the sample. Those
earning above Rs. 35000 and between Rs. 26000 and Rs. 35000 constituted 22% and
13%, respectively, of the sample.
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Table 4-15: Buying Preference by Income
Particulars
Income
Below 15000
16000 to
25000
26000 to
35000
Above 35000
Buying Preference
Branded Gold Jewellery
76% 82% 88% 86%
General Jewellery Shop (unbranded)
24% 18% 12% 14%
Total 92 140 88 80
Graph 4-15: Buying Preference by Income
Interpretation:
As stated in Table 4-15 above, of the respondents surveyed, the largest category
constituting 35%(140) of the sample has their income between Rs. 16000 to Rs.
25000. About 22%(88) of the respondents had their income between Rs. 26000 and
Rs. 35000. Respondents earning less than Rs. 15000 and above Rs. 35000 constituted
23%(92) and 20%(80) respectively. In relation to buying preferences:
Below Rs. 15000: Under this, the majority (at 76%) preferred Branded Gold
Jewellery while the remaining 24% preferred unbranded gold jewellery.
76% 82%
88% 86%
24% 18%
12% 14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Below 15000 16000 to 25000 26000 to 35000 Above 35000
Income
Branded Gold Jewellery General Jewellery Shop (unbranded)
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Rs. 16000 to Rs. 25000: Under this, the majority (at 82%) preferred Branded Gold
Jewellery while the remaining 18% preferred unbranded gold jewellery.
Rs. 26000 to Rs. 35000: Under this, the majority (at 88%) preferred Branded Gold
Jewellery while the remaining 13% preferred unbranded gold jewellery.
Above Rs. 35000: Under this, the majority (at 86%) preferred branded gold jewellery
while the remaining 14% preferred unbranded gold jewellery.
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Table 4-16: Buying Preference by Religion
Particulars Religion
Hindu Muslim Christian Others Total
Buying Preference
Branded Gold Jewellery 81% 96% 88% 75% 83%
General Jewellery Shop (unbranded)
19% 4% 13% 25% 17%
Total 331 25 40 4 400
Graph 4-16: Buying Preference by Religion
Interpretation:
As stated in Table 4-16 above, the vast majority at 83% (331) of the respondents were
Hindus. Christians constituted 10%(40) of the sample while Muslims constituted
6%(25) of the sample. Others constituted the remaining 1%(4) of the sample. In
relation to buying preferences:
Hindus: Under this, the majority (at 81%) preferred branded gold jewellery while the
remaining 19% preferred unbranded gold jewellery.
Muslims: Under this, the majority (at 96%) preferred branded gold jewellery while
the remaining 4% preferred unbranded gold jewellery.
81%
96% 88%
75% 83%
19%
4% 13%
25% 17%
0%
20%
40%
60%
80%
100%
120%
Hindu Muslim Christian Others Total
Religion
Branded Gold Jewellery General Jewellery Shop (unbranded)
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Christians: Under this, the majority (at 88%) preferred branded gold jewellery while
the remaining 13% preferred unbranded gold jewellery.
Others: Under this, the majority (at 75%) preferred branded gold jewellery while the
remaining 25% preferred unbranded gold jewellery.
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Table 4-17: Buying Preference by Purchase of Branded Jewellery
Particulars
Source of purchase of Branded Gold Jewellery
Speciality Store
Exclusive Outlet
General Jewellers
Buying Preference
Branded Gold Jewellery 91% 91% 44%
General Jewellery Shop (unbranded)
9% 9% 56%
Total 138 191 71
Graph 4-17: Buying Preference by Purchase of Branded Jewellery
Interpretation:
As stated in Table 4-17 above, of the respondents surveyed, the largest category
constituting 48%(191) of the sample stated that they buy the jewellery from an
exclusive outlet. Those buying it from a speciality store constituted 35%(138) of the
sample while those buying it from general jewellers constituted the remaining
18%(71) of the sample. In relation to buying preferences:
Speciality Stores: Under this, the majority (at 91%) preferred branded gold jewellery
while the remaining 9% preferred unbranded gold jewellery.
Exclusive Outlets: Under this, the majority (at 91%) preferred branded gold
jewellery while the remaining 9% preferred unbranded gold jewellery.
91% 91%
44%
9% 9%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Speciality Store Exclusive Outlet General Jewellers
Branded Gold Jewellery General Jewellery Shop (unbranded)
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General Jewellers: Under this, the majority (at 44%) preferred unbranded gold
jewellery while the remaining 44% preferred branded gold jewellery.
When it comes to buying Branded Gold Jewellery majority of respondents preferred
to buy it from specialty stores and exclusive outlets.
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Table 4-18: Purchase of Gold Jewellery by Income
Particulars Income
Below 15000
16000 – 25000
26000 – 35000
Above 35000
Purchase From
Specialty Store
33% 34% 45% 27%
Exclusive Outlet
43% 70% 45% 55%
General Jewellers
24% 23% 10% 18%
Total 92 140 88 80
Graph 4-18: Purchase of Gold Jewellery by Income
Interpretation:
As stated in Table 4-18 above, of the respondents surveyed, the largest category
constituting 35%(140) of the sample has their income between Rs. 16000 to Rs.
25000. About 22%(88) of the respondents had their income between Rs. 26000 and
Rs. 35000. Respondents earning less than Rs. 15000 and above Rs. 35000 constituted
23%(92) and 20%(80)of the sample respectively. In relation to purchasing point of
gold jewellery:
33% 34%
45%
27%
43%
70%
45%
55%
24% 23%
10%
18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Below 15000 16000 – 25000 26000 – 35000 Above 35000
Speciality Store Exclusive Outlet General Jewellers
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Below Rs. 15000: Under this, the single largest category (at 43%) purchased gold
jewellery from exclusive outlets. This was followed by those purchasing it from
speciality stores and general jewellers (constituting 33% and 24%, respectively) of the
sample.
Rs. 16000 to Rs. 25000: Under this, 50% of the respondents purchased gold jewellery
from exclusive outlets. This was followed by those purchasing it from speciality
stores and general jewellers (constituting 34% and 17%, respectively) of the sample.
Rs. 26000 to Rs. 35000: Under this, 45% each of the respondents purchased gold
jewellery from speciality stores and exclusive outlets. Those buying it from general
jewllers constituted the remaining 10% of the sample.
Above Rs. 35000: Under this, the majority (at 55%) purchased gold jewellery from
exclusive outlets. This was followed by those purchasing it from speciality stores and
general jewellers (constituting 27% and 18%, respectively) of the sample.
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Table 4-19: Purchase of Gold Jewellery by Religion
Particulars Religion
Hindu Muslim Christian Others Total
Purchase From
Speciality Store
34% 52% 35% 0% 35%
Exclusive Outlet
48% 44% 48% 75% 48%
General Jewellers
19% 4% 18% 25% 18%
Total 331 25 40 4 400
Graph 4-19: Purchase of Gold Jewellery by Religion
Interpretation:
As stated in Table 4-19 above, the vast majority (at 83%) of the respondents were
Hindus. Christians constituted 10% of the sample while Muslims constituted 6% of
the sample. Others constituted the remaining 1% of the sample. In relation to
purchasing point of gold jewellery:
Hindus: Under this, the single largest category (at 48%) purchased gold jewellery
from exclusive outlets. This was followed by those purchasing it from speciality
stores and general jewellers (constituting 34% and 19%, respectively) of the sample.
34%
52%
35%
0%
35%
48% 44%
48%
75%
48%
19%
4%
18%
25%
18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Hindu Muslim Christian Others Total
Religion
Speciality Store Exclusive Outlet General Jewellers
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Muslims: Under this, the majority (at 52%) purchased gold jewellery from speciality
stores. This was followed by those purchasing it from exclusive outlets and general
jewellers (constituting 44% and 4%, respectively) of the sample.
Christians: Under this, the single largest category (at 48%) purchased gold jewellery
from exclusive outlets. This was followed by those purchasing it from speciality
stores and general jewellers (constituting 35% and 18%, respectively) of the sample.
Others: Under this, the majority (at 75%) purchased gold jewellery from exclusive
outlets. The remaining 25% purchase it from general jewellers.
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Table 4-20: Frequency of Branded Gold Jewellery Purchase by Income
Particulars
Income
Below 15000
16000 to
25000
26000 to
35000
Above 35000
Frequency of
Branded Gold
Jewlery Purchase
Less than Once in a year
13% 11% 14% 15%
More than Once in a year
15% 17% 21% 12%
Once in year 17% 19% 18% 18%
As needed 55% 53% 48% 55%
Total 92 140 88 80
Graph 4-20: Frequency of Branded Gold Jewellery Purchase by Income
Interpretation:
As stated in Table 4-20 above, of the respondents surveyed, the largest category
constituting 35%(140) of the sample has their income between Rs. 16000 to Rs.
25000. About 22%(88) of the respondents had their income between Rs. 26000 and
Rs. 35000. Respondents earning less than Rs. 15000 and above Rs. 35000 constituted
13% 11% 14%
15% 15% 17% 21%
12%
17% 19%
18% 18%
55% 53% 48%
55%
0%
10%
20%
30%
40%
50%
60%
Below 15000 16000 to 25000 26000 to 35000 Above 35000
Income
Less than Once in a year More than Once in a year
Once in year As needed
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23%(92) and 20%(80)of the sample respectively. In relation to frequency of branded
gold jewellers purchase:
Below Rs. 15,000: Under this, the majority (at 55%) purchased gold jewellery as
needed. While 17% purchased once in a year, 15% purchased more than once in a
year. Those who purchased branded gold jewellery less than once in a year constituted
the remaining 11% of the sample.
Rs. 16,000 to Rs. 25000: Under this, the majority (at 53%) purchased gold jewellery
as needed. While 19% purchased once in a year, 17% purchased more than once in a
year. Those who purchased branded gold jewellery less than once in a year constituted
the remaining 11% of the sample.
Rs. 26,000 to Rs. 35000: Under this, the single largest category (at 48%) purchased
gold jewellery as needed. While 21% purchased more than once in a year, 18%
purchased once in a year. Those who purchased branded gold jewellery less than once
in a year constituted the remaining 14% of the sample.
More than Rs. 35000: Under this, the majority (at 55%) purchased gold jewellery as
needed. While 18% purchased once in a year, 15% purchased less than once in a year.
Those who purchased branded gold jewellery more than once in a year constituted the
remaining 12% of the sample.
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Table 4-21: Amount spent on purchase of Branded Gold Jewellery per annum by Income
Particulars
Income
Below 15000
16000 To
25000
26000 To
35000
Above 35000
Amount spent on purchase
of Branded
Gold Jewellery
per annum
Rs. 10000
20% 15% 11% 14%
Rs 11000 to Rs 50000
52% 45% 49% 41%
Rs 50001 to 1 Lakh
23% 29% 24% 22%
Above Rs 1 Lakh
5% 11% 16% 23%
Total 92 140 88 80
Graph 4-21: Amount spent on purchase of Branded Gold Jewellery per annum by Income
Interpretation:
As stated in Table 4-21, above, of the respondents surveyed, the largest category
constituting 35%(140) of the sample has their income between Rs. 16000 to Rs.
25000. About 22%(88) of the respondents had their income between Rs. 26000 and
20%
15% 11%
14%
52%
45% 49%
41%
23%
29%
24% 22%
5%
11%
16%
23%
0%
10%
20%
30%
40%
50%
60%
Below 15000 16000 to 25000 25000 to 35000 Above 35000
Rs. 10000 Rs 11000 to Rs 50000 Rs 50001 to 1 Lakh Above Rs 1 Lakh
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Rs. 35000. Respondents earning less than Rs. 15000 and above Rs. 35000 constituted
23%(92) and 20%(80)of the sample respectively. In relation to amount spent on
purchase of branded gold jewellery per annum:
Below Rs. 15000: The majority (at 52%) of the respondents spend between Rs. 11000
and Rs. 50000 per annum on branded gold jewellery. Those spending between Rs.
50001 and Rs. 1 lakh and those spending Rs. 10000 constituted 23% and 20%,
respectively, of the sample. The respondents spending above Rs. 1 lakh on branded
gold jewellery per annum constituted the remaining 5% of the sample.
Rs. 16000 to Rs. 25000: The single largest category (at 45%) of the respondents
spend between Rs. 11000 and Rs. 50000 per annum on branded gold jewellery. Those
spending between Rs. 50001 and Rs. 1 lakh and those spending Rs. 10000 constituted
29% and 15%, respectively, of the sample. The respondents spending above Rs. 1
lakh on branded gold jewellery per annum constituted the remaining 11% of the
sample.
Rs. 26000 to Rs. 35000: The single largest category (at 49%) of the respondents
spend between Rs. 11000 and Rs. 50000 per annum on branded gold jewellery. Those
spending between Rs. 50001 and Rs. 1 lakh and those spending more than Rs. 1 lakh
constituted 24% and 16%, respectively, of the sample. The respondents spending Rs.
10000 on branded gold jewellery per annum constituted the remaining 11% of the
sample.
Above Rs. 35000: The single largest category (at 41%) of the respondents spend
between Rs. 11000 and Rs. 50000 per annum on branded gold jewellery. Those
spending above Rs. 1 lakh and those spending between Rs. 50001 and Rs. 1 lakh
constituted 23% and 22%, respectively, of the sample. The respondents spending Rs.
10000 on branded gold jewellery per annum constituted the remaining 14% of the
sample.
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Table 4-22: Amount spent on purchase of Branded Gold Jewellery per annum by Purchase
Brand Jewellery
Particulars
Source of purchase of Branded Gold Jewellery
Speciality Store
Exclusive Outlet
General Jewellers
Amount spent on purchase
of Branded
Gold Jewellery
per annum
Rs. 10000
10% 15% 34%
Rs 11000 – Rs 50000
50% 42% 45%
Rs 50001 - 1 Lakh
28% 27% 15%
Above Rs 1 Lakh
12% 16% 6%
Total 138 191 71
Graph 4-22: Amount spent on purchase of Branded Gold Jewellery per annum by Purchase
Brand Jewellery
Interpretation:
As stated in Table 4-22, of the respondents surveyed, the largest category constituting
48%(191) of the sample stated that they buy the jewellery from an exclusive outlet.
Those buying it from a speciality store constituted 35%(138) of the sample while
those buying it from general jewellers constituted the remaining 18%(71) of the
sample. In relation to amount spent on purchase of branded gold jewellery per annum:
10%
15%
34%
50%
42% 45%
28% 27%
15% 12%
16%
6%
0%
10%
20%
30%
40%
50%
60%
Speciality Store Exclusive Outlet General Jewellers
Rs. 10000 Rs 11000 – Rs 50000 Rs 50001 - 1 Lakh Above Rs 1 Lakh
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Speciality Stores: Half of the respondents spend between Rs. 11000 and Rs. 50000
per annum on branded gold jewellery. Those spending between Rs. 50001 and Rs.1
lakh and those spending above Rs. 1 lakh constituted 28% and 12%, respectively, of
the sample. The respondents spending Rs. 10000 on branded gold jewellery per
annum constituted the remaining 10% of the sample.
Exclusive Outlets: The single largest category (at 42%) of the respondents spend
between Rs. 11000 and Rs. 50000 per annum. Those spending between Rs. 50001 and
Rs. 1 lakh and those spending above Rs. 1 lakh constituted 27% and 16%,
respectively, of the sample. Those spending Rs. 10000 constituted 15% of the sample.
General Jewellers: The single largest category (at 45%) of the respondents spend
between Rs. 11000 and Rs. 50000 per annum on branded gold jewellery. Those
spending Rs. 10000 and between Rs. 50000 and Rs. 1 lakh constituted 34% and 15%,
respectively, of the sample. The respondents spending above Rs. l lakh on branded
gold jewellery per annum constituted the remaining 6% of the sample.
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Table 4-23: Awareness of Branded Jewellery by Purchase of Branded Jewellery
Particulars
Source of purchase of Branded Gold Jewellery
Speciality Store
Exclusive Outlet
General Jewellers
Awareness of Branded Jewellery
Tanishq 95% 92% 92%
C Krishnaiah Chetty 31% 46% 44%
Abarana 33% 41% 62%
Graph 4-23: Awareness of Branded Jewellery by Purchase of Branded Jewellery
Interpretation:
For respondents purchasing jewellery from speciality stores, awareness about
Tanishq was highest (at 95%). The awareness levels of Abarna and C
Krishnaiah Chetty were found to be 33% and 31%, respectively.
For respondents purchasing jewellery from exclusive outlets, awareness about
Tanishq was highest (at 92%). The awareness levels of C Krishnaiah Chetty
and Abarna were found to be 46% and 41%, respectively.
95% 92% 92%
31%
46% 44%
33% 41%
62%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Speciality Store Exclusive Outlet General Jewellers
Tanishq C Krishnaiah Chetty Abarana
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For respondents purchasing jewellery from general jewellers, awareness about
Tanishq was highest (at 92%). The awareness levels of Abarna and C
Krishnaiah Chetty were found to be 62% and 44%, respectively.
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Table 4-24: Observation of advertisement on various media
Particulars Count
Magazines 187
Mailers 35
Newspaper 275
Radio 88
TV 350
Telephone 30
Table 4-24: Observation of advertisement on various media
Interpretation:
The largest category constituting 350 of the sample of the respondents stated that they
get more information on television about branded gold jewellery. Those stating
newspapers and magazines for this constituted 275 and 187 of the sample. The
respondents stating that they get more information on radio about branded gold
jewellery constituted 88 of the sample while those selecting mailers and telephone for
this constituted 35 and 30, respectively of the sample.
187
35
275
88
350
30
0 50 100 150 200 250 300 350 400
Magazines
Mailers
Newspaper
Radio
TV
Telephone
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Table 4-25: Reason for Selecting Branded Gold Jewellery
Particulars Count
Design 285
Choice 118
Brand Image 72
Guarantee on Gold Content 151
Assurance on Gold Quality 194
Graph 4-25: Reason for Selecting Branded Gold Jewellery
Interpretation:
Design was the reason stated by maximum at 285 respondents for selecting branded
gold jewellery. Those selecting assurance on gold quantity and guarantee of gold
content constituted 194 and 151, respectively, of the sample. The respondents who
stated choice and brand image as the reasons for selecting branded gold jewellery
constituted 118 and 72, respectively, of the sample.
285
118
72
151
194
0 50 100 150 200 250 300
Design
Choice
Brand Image
Guarantee on Gold Content
Assurance on Gold Quality
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Table 4-26: Ornament Purchased Most
Ornaments Count
Neck Ornaments 186
Ear Rings 287
Finger Rings 191
Full Set 102
Bangles 129
Graph 4-26: Ornament Purchased Most
Interpretation:
The respondents stating that they purchase ear rings most constituted 287 of the
sample while those quoting finger rings and neck ornaments constituted 191 and 186,
respectively, of the sample. The respondents stating bangles and full set as their
preferred choice of purchase constituted 129 and 102, respectively, of the sample.
When discussed with respondents they revealed that earrings and finger rings would
require lesser investment and women prefer to match it with their make-up.
186
287
191
102
129
0 50 100 150 200 250 300 350
Neck Ornaments
Ear Rings
Finger Rings
Full Set
Bangles
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Table 4-27: Awareness of Branded Jewellery
Brand Awareness Count
Tanishq 317
Abarana 141
C Krishnaiah Chetty 139
Graph 4-27: Awareness of Branded Jewellery
Interpretation:
On an overall basis, Tanishq was found to be the most aware brand for gold jewellery
with 317 respondents. The awareness levels of Abarna and C Krishnaiah Chetty were
second and third with 141 and 139 respondents.
317
141
139
0 50 100 150 200 250 300 350
Tanishq
Abarana
C Krishnaiah Chetty
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Table 4-28: Source of Outlets for gold purchase
Outlets Count
Tanishq 191
Bhima 151
Davanam 62
C Krishnaiah Chetty 42
Abarana 28
Malabar Gold 14
GRT 8
Kalyan 8
Shubh 6
Laxmi Gold Palace 5
Graph 4-28: Source of Outlets for gold purchase
Interpretation:
Tanisq and Bhima jewellers topped the source of branded outlets to be shopped by
respondents with 191 and 151 respondents opting the same.
191
151
62
42
28
14
8
8
6
5
0 50 100 150 200 250
Tanishq
Bhima
Davanam
C Krishnaiah Chetty
Abarana
Malabar Gold
GRT
Kalyan
Shubh
Laxmi Gold Palace
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Table 4-29: Most preferred branded gold jewellery outlet
Brand Preferred Count
Tanishq 151
Bhima 110
C Krishnaiah Chetty
38
Davanam 37
Abarana 25
Malabar Gold 11
Kalyan 7
GRT 6
Shubh 5
Joy Allukas 3
Graph 4-29: Most preferred branded gold jewellery outlet
Interpretation:
Tanisq and Bhima jewellers topped the most preferred branded outlets to purchase
branded gold jewellery by respondents with 191 and 151 respondents opting the same.
37 and 38 respondents preferred Davanam and Krishnaiah Chetty respectively
followed by Abarana with 25 respondents. Others outlets were preferred in less
numbers.
151
110
38
37
25
11
7
6
5
3
0 20 40 60 80 100 120 140 160
Tanishq
Bhima
C Krishnaiah Chetty
Davanam
Abarana
Malabar Gold
Kalyan
GRT
Shubh
Joy Allukas
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Table 4-30: Deciders of purchase of gold jewellery
Deciders Count Percentage
Parents Deciding 240 60
Spouse Deciding 80 20
Friends Deciding 44 11
Alone Deciding 36 9
Total 400 100
Graph 4-30: Deciders of purchase of gold jewellery
Interpretation:
In majority (constituting 72% of the sample), the purchase decision is made by the
parents. The cases in which decision to purchase jewellery is made by the
respondents’ spouses constituted 32% of the sample while the cases in which
respondents' friends made the decision constituted 16% of the sample. The cases in
which respondents themselves made the purchase decision constituted the 12% of the
sample.
The reason of parents accompanying for purchase of gold jewellery is because
decisions are mostly made by parents as they gift to their daughters as ‘streedan’.
60%
20%
11%
9%
0% 10% 20% 30% 40% 50% 60% 70%
Parents Deciding
Spouse Deciding
Friends Deciding
Alone Deciding
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ANOVA
Objective: To know significant differences in various value dimensions across age
levels.
Ho: The perception of various value dimensions is same across the age levels of
respondents.
HA: The perception of various value dimensions differs across the age levels of
respondents.
Table 4-31: Perceptions of Value Dimensions across Age Group
Value Dimensions Age N Mean Std.
Deviation F Sig.
Price influences purchasing decision of Branded Gold jewellery
<25 yrs 234 4.04 0.99
1.55 0.21 26-35 yrs 145 3.86 1.15
36 - 45 yrs 21 3.81 1.25
Total 400 3.96 1.07
Buy-back assurance Should be there from the
outlet while buying Branded Gold jewellery
<25 yrs 234 4.17 0.89
0.52 0.60 26-35 yrs 145 4.15 1.02
36 - 45 yrs 21 3.95 0.97
Total 400 4.15 0.94
Resale value is assured in Branded Gold jewellery
<25 yrs 234 4.09 0.85
4.25 0.01* 26-35 yrs 145 3.83 1.10
36 - 45 yrs 21 3.71 1.19
Total 400 3.98 0.97
Wearing Branded Gold jewellery during
functions enhances your status
<25 yrs 234 3.59 1.10
0.70 0.50 26-35 yrs 145 3.73 1.17
36 - 45 yrs 21 3.67 1.20
Total 400 3.65 1.13
While purchasing branded gold jewellery I
surely check for karat content
<25 yrs 234 4.29 0.91
0.13 0.88 26-35 yrs 145 4.25 0.91
36 - 45 yrs 21 4.24 0.77
Total 400 4.28 0.90
I feel distinct among friends when I wear
Branded Gold jewellery
<25 yrs 234 3.40 1.16
0.12 0.89 26-35 yrs 145 3.46 1.26
36 - 45 yrs 21 3.48 1.25
Total 400 3.43 1.20
Content Assurance [ BIS
916] is reliable in Branded Gold jewellery
<25 yrs 234 4.10 0.89
0.55 0.58 26-35 yrs 145 4.02 0.91
36 - 45 yrs 21 4.19 0.68
Total 400 4.08 0.89
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Branded Gold jewellery can be passed from one
generation to other generation
<25 yrs 234 3.97 1.00
3.88 0.06 26-35 yrs 145 3.88 1.15
36 - 45 yrs 21 3.29 1.42
Total 400 3.90 1.09
Branded Gold jewellery assures the weight and value of components [ stones, pearls, gems
etc.,]
<25 yrs 234 4.03 0.94
1.42 0.24 26-35 yrs 145 3.99 0.92
36 - 45 yrs 21 3.67 1.20
Total 400 3.99 0.95
Wearing Branded Gold Jewellery gives you higher satisfaction
<25 yrs 234 3.70 1.00
1.14 0.32 26-35 yrs 145 3.81 1.13
36 - 45 yrs 21 3.48 1.25
Total 400 3.73 1.06
I Prefer to possess more Branded Gold jewellery
than unbranded
<25 yrs 234 3.66 1.10
5.10 0.01* 26-35 yrs 145 3.68 1.17
36 - 45 yrs 21 2.86 1.24
Total 400 3.63 1.15
Type of Branded Gold Jewellery signifies the
Social status of the person wearing it.
<25 yrs 234 3.51 1.11
1.16 0.32 26-35 yrs 145 3.54 1.17
36 - 45 yrs 21 3.14 1.24
Total 400 3.51 1.14
Branded Gold Jewellery makes you more
fashionable or modern
<25 yrs 234 3.64 1.11
1.30 0.27 26-35 yrs 145 3.70 1.08
36 - 45 yrs 21 3.29 1.23
Total 400 3.64 1.11
Quality oriented value
<25 yrs 234 4.11 0.59
2.15 0.12 26-35 yrs 145 4.02 0.74
36 - 45 yrs 21 3.84 0.69
Total 400 4.06 0.66
Social Status
<25 yrs 234 3.54 0.91
0.56 0.57 26-35 yrs 145 3.60 0.99
36 - 45 yrs 21 3.39 1.02
Total 400 3.55 0.94
Branded Gold Jewellery Decision Making
<25 yrs 234 3.80 0.73
2.75 0.07 26-35 yrs 145 3.79 0.86
36 - 45 yrs 21 3.38 0.87
Total 400 3.77 0.79 *: Significant at 5% level
An analysis of the above table brings out that
Price influences purchasing decision of Branded Gold jewellery: The
respondents aged less than 25 years gave this value dimension a mean score of
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132
4.04 while those aged between 26 and 35 years gave a mean score of 3.86. The
respondents in the age group of 36 to 45 years gave this value dimension a mean
score of 3.81. The ANOVA output shows that the F value is 1.55 and significance
is 0.21. Since the significance value is more than 0.05, the mean differences
across the various age levels for this value dimension are not significant at 5%
level. Hence null hypothesis is accepted.
Buy-back assurance should be there from the outlet while buying Branded
Gold jewellery: The respondents aged less than 25 years gave this value
dimension a mean score of 4.17 while those aged between 26 and 35 years gave a
mean score of 4.15. The respondents in the age group of 36 to 45 years gave this
value dimension a mean score of 3.95. The ANOVA output shows that the F value
is 0.52 and significance is 0.60. Since the significance value is more than 0.05, the
mean differences across the various age levels for this value dimension are not
significant at 5% level. Hence null hypothesis is accepted.
Resale value is assured in Branded Gold jewellery: The respondents aged less
than 25 years gave this value dimension a mean score of 4.09 while those aged
between 26 and 35 years gave a mean score of 3.83. The respondents in the age
group of 36 to 45 years gave this value dimension a mean score of 3.71. The
ANOVA output shows that the F value is 4.25 and significance is 0.01. Since the
significance value is less than 0.05, the mean differences across the various age
levels for this value dimension are significant at 5% level. Hence null hypothesis
is rejected and alternate hypothesis is accepted.
Wearing Branded Gold jewellery during functions enhances your status: The
respondents aged less than 25 years gave this value dimension a mean score of
3.59 while those aged between 26 and 35 years gave a mean score of 3.73. The
respondents in the age group of 36 to 45 years gave this value dimension a mean
score of 3.67. The ANOVA output shows that the F value is 0.70 and significance
is 0.50. Since the significance value is more than 0.05, the mean differences
across the various age levels for this value dimension are not significant at 5%
level. Hence null hypothesis is accepted.
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While purchasing branded gold jewellery I surely check for karat content:
The respondents aged less than 25 years gave this value dimension a mean score
of 4.29 while those aged between 26 and 35 years gave a mean score of 4.25. The
respondents in the age group of 36 to 45 years gave this value dimension a mean
score of 4.24. The ANOVA output shows that the F value is 0.13 and significance
is 0.88. Since the significance value is more than 0.05, the mean differences
across the various age levels for this value dimension are not significant at 5%
level. Hence null hypothesis is accepted.
I feel distinct among friends when I wear Branded Gold jewellery: The
respondents aged less than 25 years gave this value dimension a mean score of
3.40 while those aged between 26 and 35 years gave a mean score of 3.46. The
respondents in the age group of 36 to 45 years gave this value dimension a mean
score of 3.48. The ANOVA output shows that the F value is 0.12 and significance
is 0.89. Since the significance value is more than 0.05, the mean differences
across the various age levels for this value dimension are not significant at 5%
level. Hence null hypothesis is accepted.
Content Assurance [ BIS 916] is reliable in Branded Gold jewellery: The
respondents aged less than 25 years gave this value dimension a mean score of
4.10 while those aged between 26 and 35 years gave a mean score of 4.02. The
respondents in the age group of 36 to 45 years gave this value dimension a mean
score of 4.19. The ANOVA output shows that the F value is 0.55 and significance
is 0.58. Since the significance value is more than 0.05, the mean differences
across the various age levels for this value dimension are not significant at 5%
level. Hence null hypothesis is accepted.
Branded Gold jewellery can be passed from one generation to other
generation: The respondents aged less than 25 years gave this value dimension a
mean score of 3.97 while those aged between 26 and 35 years gave a mean score
of 3.88. The respondents in the age group of 36 to 45 years gave this value
dimension a mean score of 3.29. The ANOVA output shows that the F value is
3.88 and significance is 0.06. Since the significance value is more than 0.05, the
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mean differences across the various age levels for this value dimension are not
significant at 5% level. Hence null hypothesis is accepted.
Branded Gold jewellery assures the weight and value of components [stones,
pearls, gems etc.,]: The respondents aged less than 25 years gave this value
dimension a mean score of 4.03 while those aged between 26 and 35 years gave a
mean score of 3.99. The respondents in the age group of 36 to 45 years gave this
value dimension a mean score of 3.67. The ANOVA output shows that the F value
is 1.42 and significance is 0.24. Since the significance value is more than 0.05, the
mean differences across the various age levels for this value dimension are not
significant at 5% level. Hence null hypothesis is accepted.
Wearing Branded Gold Jewellery gives you higher satisfaction: The
respondents aged less than 25 years gave this value dimension a mean score of
3.70 while those aged between 26 and 35 years gave a mean score of 3.81. The
respondents in the age group of 36 to 45 years gave this value dimension a mean
score of 3.48. The ANOVA output shows that the F value is 1.14 and significance
is 0.32. Since the significance value is more than 0.05, the mean differences
across the various age levels for this value dimension are not significant at 5%
level. Hence null hypothesis is accepted.
I prefer to possess more Branded Gold jewellery than unbranded: The
respondents aged less than 25 years gave this value dimension a mean score of
3.66 while those aged between 26 and 35 years gave a mean score of 3.68. The
respondents in the age group of 36 to 45 years gave this value dimension a mean
score of 2.86. The ANOVA output shows that the F value is 5.10 and significance
is 0.01. Since the significance value is less than 0.05, the mean differences across
the various age levels for this value dimension are significant at 5% level. Hence
null hypothesis is rejected and alternate hypothesis is accepted.
Type of Branded Gold Jewellery signifies the Social status of the person
wearing it: The respondents aged less than 25 years gave this value dimension a
mean score of 3.51 while those aged between 26 and 35 years gave a mean score
of 3.54. The respondents in the age group of 36 to 45 years gave this value
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135
dimension a mean score of 3.14. The ANOVA output shows that the F value is
1.16 and significance is 0.32. Since the significance value is more than 0.05, the
mean differences across the various age levels for this value dimension are not
significant at 5% level. Hence null hypothesis is accepted.
Branded Gold Jewellery makes you more fashionable or modern: The
respondents aged less than 25 years gave this value dimension a mean score of
3.64 while those aged between 26 and 35 years gave a mean score of 3.70. The
respondents in the age group of 36 to 45 years gave this value dimension a mean
score of 3.29. The ANOVA output shows that the F value is 1.30 and significance
is 0.27. Since the significance value is more than 0.05, the mean differences
across the various age levels for this value dimension are not significant at 5%
level. Hence null hypothesis is accepted.
Quality oriented value: The respondents aged less than 25 years gave this value
dimension a mean score of 4.11 while those aged between 26 and 35 years gave a
mean score of 4.02. The respondents in the age group of 36 to 45 years gave this
value dimension a mean score of 3.84. The ANOVA output shows that the F value
is 2.15 and significance is 0.12. Since the significance value is more than 0.05, the
mean differences across the various age levels for this value dimension are not
significant at 5% level. Hence null hypothesis is accepted.
Quality oriented value: The respondents aged less than 25 years gave this value
dimension a mean score of 3.54 while those aged between 26 and 35 years gave a
mean score of 3.60. The respondents in the age group of 36 to 45 years gave this
value dimension a mean score of 3.39. The ANOVA output shows that the F value
is 0.56 and significance is 0.57. Since the significance value is more than 0.05, the
mean differences across the various age levels for this value dimension are not
significant at 5% level. Hence null hypothesis is accepted.
Branded Gold Jewellery Decision Making: The respondents aged less than 25
years gave this value dimension a mean score of 3.80 while those aged between
26 and 35 years gave a mean score of 3.79. The respondents in the age group of
36 to 45 years gave this value dimension a mean score of 3.38. The ANOVA
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136
output shows that the F value is 2.75 and significance is 0.07. Since the
significance value is more than 0.05, the mean differences across the various age
levels for this value dimension are not significant at 5% level. Hence null
hypothesis is accepted.
There is a difference between age groups only in two value dimensions i.e.,
Assurance of resale value and preference of possession of Branded Gold Jewellery
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Objective: To know significant differences in various value dimensions across
education levels.
Ho: The perception of various value dimensions is same across the education levels
of respondents.
HA: The perception of various value dimensions differs across the education levels of
respondents.
Table 4-32: Perceptions of Value Dimensions across Education
N Mean
Std. Deviation
F Sig.
Price influences purchasing decision
of Branded Gold jewellery
Below Graduation 23 4.26 0.75
0.92 0.43
Under Graduate 164 3.89 1.14
Post Graduate 203 3.98 1.05
Others 10 4.10 0.88
Total 400 3.96 1.07
Buy-back assurance Should be there from
the outlet while buying Branded Gold
jewellery
Below Graduation 23 4.35 0.71
0.86 0.46
Under Graduate 164 4.21 0.85
Post Graduate 203 4.09 1.03
Others 10 4.00 0.94
Total 400 4.15 0.94
Resale value is assured in Branded
Gold jewellery
Below Graduation 23 4.14 0.83
0.49 0.69
Under Graduate 164 3.93 1.01
Post Graduate 203 3.99 0.98
Others 10 4.20 0.42
Total 400 3.98 0.97
Wearing Branded Gold jewellery during functions enhances
your status
Below Graduation 23 3.87 1.14
1.43 0.23
Under Graduate 164 3.72 1.17
Post Graduate 203 3.54 1.10
Others 10 4.00 0.94
Total 400 3.65 1.13
While purchasing branded gold
jewellery I surely check for karat
content
Below Graduation 23 4.35 0.65
0.32 0.81
Under Graduate 164 4.32 0.92
Post Graduate 203 4.23 0.93
Others 10 4.30 0.67
Total 400 4.28 0.90
I feel distinct among friends when I wear
Branded Gold jewellery
Below Graduation 23 3.87 1.01
1.54 0.20
Under Graduate 164 3.45 1.22
Post Graduate 203 3.35 1.18
Others 10 3.70 1.42
Total 400 3.43 1.20
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Content Assurance [ BIS 916] is reliable in
Branded Gold jewellery
Below Graduation 23 4.13 0.81
0.33 0.81
Under Graduate 164 4.12 0.92
Post Graduate 203 4.05 0.87
Others 10 3.90 0.99
Total 400 4.08 0.89
Branded Gold jewellery can be passed from one
generation to other generation
Below Graduation 23 4.00 0.80
0.12 0.95
Under Graduate 164 3.88 1.10
Post Graduate 203 3.91 1.11
Others 10 3.80 1.14
Total 400 3.90 1.09
Branded Gold jewellery assures the weight and value of
components [ stones, pearls, gems etc.,]
Below Graduation 23 4.30 0.70
0.89 0.45
Under Graduate 164 3.99 1.06
Post Graduate 203 3.97 0.88
Others 10 3.90 0.88
Total 400 3.99 0.95
Wearing Branded Gold Jewellery gives
you higher satisfaction
Below Graduation 23 4.09 0.85
0.96 0.41
Under Graduate 164 3.71 1.10
Post Graduate 203 3.71 1.06
Others 10 3.60 1.17
Total 400 3.73 1.06
I Prefer to possess more Branded Gold
jewellery than unbranded
Below Graduation 23 3.61 1.08
0.25 0.86
Under Graduate 164 3.58 1.19
Post Graduate 203 3.67 1.11
Others 10 3.50 1.43
Total 400 3.63 1.15
Type of Branded Gold Jewellery signifies the
Social status of the person wearing it.
Below Graduation 23 3.61 0.94
0.07 0.98
Under Graduate 164 3.51 1.17
Post Graduate 203 3.49 1.14
Others 10 3.50 1.18
Total 400 3.51 1.14
Branded Gold Jewellery makes you more fashionable or
modern
Below Graduation 23 3.83 0.83
0.34 0.79
Under Graduate 164 3.65 1.11
Post Graduate 203 3.61 1.13
Others 10 3.80 1.23
Total 400 3.64 1.11
Quality oriented value
Below Graduation 23 4.21 0.47
0.52 0.67
Under Graduate 164 4.07 0.67
Post Graduate 203 4.04 0.66
Others 10 4.02 0.61
Total 400 4.06 0.66
Social Status
Below Graduation 23 3.79 0.79
0.95 0.42
Under Graduate 164 3.58 0.96
Post Graduate 203 3.49 0.94
Others 10 3.75 0.99
Total 400 3.55 0.94
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139
Branded Gold Jewellery Decision
Making
Below Graduation 23 3.99 0.63
0.78 0.50
Under Graduate 164 3.73 0.86
Post Graduate 203 3.79 0.76
Others 10 3.73 0.80
Total 400 3.77 0.79 *: Significant at 5% level
An analysis of the above table brings out that:
Price influences purchasing decision of Branded Gold jewellery: The
respondents with education of below graduation gave this value dimension a mean
score of 4.26. Undergraduates and Post graduates gave this value dimension mean
scores of 3.89 and 3.98, respectively. The respondents with other education levels
gave this value dimension a mean score of 4.10. The ANOVA output shows that
F-value is 0.92 and significance is 0.43. Since the significance value is more than
0.05, the mean differences across the various education levels for this value
dimension are not significant at 5% level. Hence null hypothesis is accepted.
Buy-back assurance should be there from the outlet while buying Branded
Gold jewellery: The respondents with education of below graduation gave this
value dimension a mean score of 4.35. Undergraduates and Post graduates gave
this value dimension mean scores of 4.21 and 4.09, respectively. The respondents
with other education levels gave this value dimension a mean score of 4.00. The
ANOVA output shows that F-value is 0.86 and significance is 0.46. Since the
significance value is more than 0.05, the mean differences across the various
education levels for this value dimension are not significant at 5% level. Hence
null hypothesis is accepted.
Resale value is assured in Branded Gold jewellery: The respondents with
education of below graduation gave this value dimension a mean score of 4.14.
Undergraduates and Post graduates gave this value dimension mean scores of 3.93
and 3.99, respectively. The respondents with other education levels gave this
value dimension a mean score of 4.20. The ANOVA output shows that F-value is
0.49 and significance is 0.69. Since the significance value is more than 0.05, the
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140
mean differences across the various education levels for this value dimension are
not significant at 5% level. Hence null hypothesis is accepted.
Wearing Branded Gold jewellery during functions enhances your status: The
respondents with education of below graduation gave this value dimension a mean
score of 3.87. Undergraduates and Post graduates gave this value dimension mean
scores of 3.72 and 3.54, respectively. The respondents with other education levels
gave this value dimension a mean score of 4.00. The ANOVA output shows that
F-value is 1.43 and significance is 0.23. Since the significance value is more than
0.05, the mean differences across the various education levels for this value
dimension are not significant at 5% level. Hence null hypothesis is accepted.
While purchasing branded gold jewellery I surely check for karat content:
The respondents with education of below graduation gave this value dimension a
mean score of 4.35. Undergraduates and Post graduates gave this value dimension
mean scores of 4.32 and 4.23, respectively. The respondents with other education
levels gave this value dimension a mean score of 4.30. The ANOVA output shows
that F-value is 0.32 and significance is 0.81. Since the significance value is more
than 0.05, the mean differences across the various education levels for this value
dimension are not significant at 5% level. Hence null hypothesis is accepted.
I feel distinct among friends when I wear Branded Gold jewellery: The
respondents with education of below graduation gave this value dimension a mean
score of 3.87. Undergraduates and Post graduates gave this value dimension mean
scores of 3.45 and 3.35, respectively. The respondents with other education levels
gave this value dimension a mean score of 3.70. The ANOVA output shows that
F-value is 1.54 and significance is 0.20. Since the significance value is more than
0.05, the mean differences across the various education levels for this value
dimension are not significant at 5% level. Hence null hypothesis is accepted.
Content Assurance [ BIS 916] is reliable in Branded Gold jewellery: The
respondents with education of below graduation gave this value dimension a mean
score of 4.13. Undergraduates and Post graduates gave this value dimension mean
scores of 4.12 and 4.05, respectively. The respondents with other education levels
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141
gave this value dimension a mean score of 3.90. The ANOVA output shows that
F-value is 0.33 and significance is 0.81. Since the significance value is more than
0.05, the mean differences across the various education levels for this value
dimension are not significant at 5% level. Hence null hypothesis is accepted.
Branded Gold jewellery can be passed from one generation to other
generation: The respondents with education of below graduation gave this value
dimension a mean score of 4.00. Undergraduates and Post graduates gave this
value dimension mean scores of 3.88 and 3.91, respectively. The respondents with
other education levels gave this value dimension a mean score of 3.80. The
ANOVA output shows that F-value is 0.12 and significance is 0.95. Since the
significance value is more than 0.05, the mean differences across the various
education levels for this value dimension are not significant at 5% level. Hence
null hypothesis is accepted.
Branded Gold jewellery assures the weight and value of components [ stones,
pearls, gems etc.,]: The respondents with education of below graduation gave this
value dimension a mean score of 4.30. Undergraduates and Post graduates gave
this value dimension mean scores of 3.99 and 3.97, respectively. The respondents
with other education levels gave this value dimension a mean score of 3.90. The
ANOVA output shows that F-value is 0.89 and significance is 0.45. Since the
significance value is more than 0.05, the mean differences across the various
education levels for this value dimension are not significant at 5% level. Hence
null hypothesis is accepted.
Wearing Branded Gold Jewellery gives you higher satisfaction: The
respondents with education of below graduation gave this value dimension a mean
score of 4.09. Undergraduates and Post graduates gave this value dimension mean
scores of 3.71 each. The respondents with other education levels gave this value
dimension a mean score of 3.60. The ANOVA output shows that F-value is 0.96
and significance is 0.41. Since the significance value is more than 0.05, the mean
differences across the various education levels for this value dimension are not
significant at 5% level. Hence null hypothesis is accepted.
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142
I prefer to possess more Branded Gold jewellery than unbranded: The
respondents with education of below graduation gave this value dimension a mean
score of 3.61. Undergraduates and Post graduates gave this value dimension mean
scores of 3.58 and 3.67, respectively. The respondents with other education levels
gave this value dimension a mean score of 3.50. The ANOVA output shows that
F-value is 0.25 and significance is 0.86. Since the significance value is more than
0.05, the mean differences across the various education levels for this value
dimension are not significant at 5% level. Hence null hypothesis is accepted.
Type of Branded Gold Jewellery signifies the Social status of the person
wearing it: The respondents with education of below graduation gave this value
dimension a mean score of 3.61. Undergraduates and Post graduates gave this
value dimension mean scores of 3.51 and 3.49, respectively. The respondents with
other education levels gave this value dimension a mean score of 3.50. The
ANOVA output shows that F-value is 0.07 and significance is 0.98. Since the
significance value is more than 0.05, the mean differences across the various
education levels for this value dimension are not significant at 5% level. Hence
null hypothesis is accepted.
Branded Gold Jewellery makes you more fashionable or modern: The
respondents with education of below graduation gave this value dimension a mean
score of 3.83. Undergraduates and Post graduates gave this value dimension mean
scores of 3.65 and 3.61, respectively. The respondents with other education levels
gave this value dimension a mean score of 3.80. The ANOVA output shows that
F-value is 0.34 and significance is 0.79. Since the significance value is more than
0.05, the mean differences across the various education levels for this value
dimension are not significant at 5% level. Hence null hypothesis is accepted.
Quality oriented value: The respondents with education of below graduation
gave this value dimension a mean score of 4.21. Undergraduates and Post
graduates gave this value dimension mean scores of 4.07 and 4.04, respectively.
The respondents with other education levels gave this value dimension a mean
score of 4.02. The ANOVA output shows that F-value is 0.52 and significance is
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143
0.67. Since the significance value is more than 0.05, the mean differences across
the various education levels for this value dimension are not significant at 5%
level. Hence null hypothesis is accepted.
Social Status: The respondents with education of below graduation gave this
value dimension a mean score of 3.79. Undergraduates and Post graduates gave
this value dimension mean scores of 3.58 and 3.49, respectively. The respondents
with other education levels gave this value dimension a mean score of 3.75. The
ANOVA output shows that F-value is 0.95 and significance is 0.42. Since the
significance value is more than 0.05, the mean differences across the various
education levels for this value dimension are not significant at 5% level. Hence
null hypothesis is accepted.
Branded Gold Jewellery Decision Making: The respondents with education of
below graduation gave this value dimension a mean score of 3.99. Undergraduates
and Post graduates gave this value dimension mean scores of 3.73 and 3.79,
respectively. The respondents with other education levels gave this value
dimension a mean score of 3.73. The ANOVA output shows that F-value is 0.78
and significance is 0.50. Since the significance value is more than 0.05, the mean
differences across the various education levels for this value dimension are not
significant at 5% level. Hence null hypothesis is accepted.
Hence we can conclude that the perception of value dimensions across education
level has no impact on buying branded gold jewellery.
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144
Objective: To know significant differences in various value dimensions across
occupations.
Ho: The perception of various value dimensions is same across the occupations of
respondents.
HA: The perception of various value dimensions differs across the occupations of
respondents.
Table 4-33: Perceptions of Value Dimensions across Occupation
N Mean
Std. Deviation
F Sig.
Price influences purchasing decision of
Branded Gold
jewellery
Housewife 68 4.12 1.03
0.90 0.44
Working 261 3.91 1.07
Business 23 4.13 1.01
Others 48 3.94 1.14
Total 400 3.96 1.07
Buy-back assurance Should be there from the outlet
while buying Branded
Gold jewellery
Housewife 68 4.09 0.94
0.27 0.85
Working 261 4.17 0.99
Business 23 4.26 0.81
Others 48 4.10 0.78
Total 400 4.15 0.94
Resale value is assured in
Branded Gold
jewellery
Housewife 68 3.94 1.06
0.14 0.94
Working 261 4.00 0.94
Business 23 3.91 1.04
Others 48 3.94 1.00
Total 400 3.98 0.97
Wearing Branded
Gold jewellery
during functions enhances
your status
Housewife 68 4.00 1.05
3.50 0.02*
Working 261 3.57 1.13
Business 23 3.87 1.06
Others 48 3.44 1.20
Total 400 3.65 1.13
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145
While purchasing
branded gold
jewellery I surely check
for karat content
Housewife 68 4.29 0.86
0.73 0.54
Working 261 4.31 0.91
Business 23 4.22 0.90
Others 48 4.10 0.93
Total 400 4.28 0.90
I feel distinct among friends
when I wear Branded
Gold jewellery
Housewife 68 3.88 1.19
4.76 0.00*
Working 261 3.37 1.17
Business 23 3.39 1.12
Others 48 3.10 1.26
Total 400 3.43 1.20
Content Assurance [ BIS 916] is reliable in Branded
Gold jewellery
Housewife 68 4.15 0.83
1.39 0.24
Working 261 4.07 0.89
Business 23 4.35 0.83
Others 48 3.92 0.99
Total 400 4.08 0.89
Branded Gold
jewellery can be
passed from one
generation to other
generation
Housewife 68 3.74 1.19
1.26 0.29
Working 261 3.90 1.10
Business 23 4.22 0.80
Others 48 3.98 0.93
Total 400 3.90 1.09
Branded Gold
jewellery assures the weight and
value of components
[ stones, pearls, gems
etc.,]
Housewife 68 3.99 1.09
0.86 0.46
Working 261 3.97 0.96
Business 23 4.30 0.56
Others 48 3.98 0.84
Total 400 3.99 0.95
Wearing Branded
Gold Jewellery gives you
higher satisfaction
Housewife 68 3.88 1.07
1.01 0.39
Working 261 3.66 1.07
Business 23 3.87 1.06
Others 48 3.79 1.01
Total 400 3.73 1.06
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146
I Prefer to
possess more
Branded Gold
jewellery than
unbranded
Housewife 68 3.53 1.18
1.03 0.38
Working 261 3.63 1.14
Business 23 4.00 0.85
Others 48 3.56 1.24
Total 400 3.63 1.15
Type of Branded
Gold Jewellery
signifies the Social status
of the person
wearing it.
Housewife 68 3.74 1.11
1.29 0.28
Working 261 3.44 1.16
Business 23 3.48 1.04
Others 48 3.56 1.11
Total 400 3.51 1.14
Branded Gold
Jewellery makes you
more fashionable or modern
Housewife 68 3.75 1.06
0.86 0.46
Working 261 3.61 1.13
Business 23 3.43 1.20
Others 48 3.79 0.99
Total 400 3.64 1.11
Quality oriented
value
Housewife 68 4.03 0.75
0.57 0.64
Working 261 4.07 0.65
Business 23 4.21 0.47
Others 48 4.00 0.60
Total 400 4.06 0.66
Social Status
Housewife 68 3.84 0.97
2.61 0.05
Working 261 3.49 0.94
Business 23 3.54 0.86
Others 48 3.47 0.94
Total 400 3.55 0.94
Branded Gold
Jewellery Decision Making
Housewife 68 3.84 0.87
0.99 0.40
Working 261 3.74 0.78
Business 23 4.00 0.68
Others 48 3.76 0.78
Total 400 3.77 0.79 *: Significant at 5% level
An analysis of the above table brings out that:
Price influences purchasing decision of Branded Gold jewellery: Housewives
gave this value dimension a mean score of 4.12 while working professionals gave
a mean score of 3.91. Business people gave this value dimension a mean score of
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147
4.13 while respondents in other occupations gave a mean score of 3.94. The
ANOVA output shows that F-value is 0.90 and significance is 0.44. Since the
significance value is more than 0.05, the mean differences across the various
occupations for this value dimension are not significant at 5% level. Hence null
hypothesis is accepted.
Buy-back assurance should be there from the outlet while buying Branded
Gold jewellery: Housewives gave this value dimension a mean score of 4.09
while working professionals gave a mean score of 4.17. Business people gave this
value dimension a mean score of 4.26 while respondents in other occupations
gave a mean score of 4.10. The ANOVA output shows that F-value is 0.27 and
significance is 0.85. Since the significance value is more than 0.05, the mean
differences across the various occupations for this value dimension are not
significant at 5% level. Hence null hypothesis is accepted.
Resale value is assured in Branded Gold jewellery: Housewives gave this value
dimension a mean score of 3.94 while working professionals gave a mean score of
4.00. Business people gave this value dimension a mean score of 3.91 while
respondents in other occupations gave a mean score of 3.94. The ANOVA output
shows that F-value is 0.14 and significance is 0.94. Since the significance value is
more than 0.05, the mean differences across the various occupations for this value
dimension are not significant at 5% level. Hence null hypothesis is accepted.
Wearing Branded Gold jewellery during functions enhances your status:
Housewives gave this value dimension a mean score of 4.00 while working
professionals gave a mean score of 3.57. Business people gave this value
dimension a mean score of 3.87 while respondents in other occupations gave a
mean score of 3.44. The ANOVA output shows that F-value is 3.50 and
significance is 0.02. Since the significance value is less than 0.05, the mean
differences across the various occupations for this value dimension are significant
at 5% level. Hence null hypothesis is rejected and alternate hypothesis is accepted.
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148
While purchasing branded gold jewellery I surely check for karat content:
Housewives gave this value dimension a mean score of 4.29 while working
professionals gave a mean score of 4.31. Business people gave this value
dimension a mean score of 4.22 while respondents in other occupations gave a
mean score of 4.10. The ANOVA output shows that F-value is 0.73 and
significance is 0.54. Since the significance value is more than 0.05, the mean
differences across the various occupations for this value dimension are not
significant at 5% level. Hence null hypothesis is accepted.
I feel distinct among friends when I wear Branded Gold jewellery:
Housewives gave this value dimension a mean score of 3.88 while working
professionals gave a mean score of 3.37. Business people gave this value
dimension a mean score of 3.39 while respondents in other occupations gave a
mean score of 3.10. The ANOVA output shows that F-value is 4.76 and
significance is 0.00. Since the significance value is less than 0.05, the mean
differences across the various occupations for this value dimension are significant
at 5% level. Hence null hypothesis is rejected and alternate hypothesis is accepted.
Content Assurance [ BIS 916] is reliable in Branded Gold jewellery:
Housewives gave this value dimension a mean score of 4.15 while working
professionals gave a mean score of 4.07. Business people gave this value
dimension a mean score of 4.35 while respondents in other occupations gave a
mean score of 3.92. The ANOVA output shows that F-value is 1.39 and
significance is 0.24. Since the significance value is more than 0.05, the mean
differences across the various occupations for this value dimension are not
significant at 5% level. Hence null hypothesis is accepted.
Branded Gold jewellery can be passed from one generation to other
generation: Housewives gave this value dimension a mean score of 3.74 while
working professionals gave a mean score of 3.90. Business people gave this value
dimension a mean score of 4.22 while respondents in other occupations gave a
mean score of 3.98. The ANOVA output shows that F-value is 1.26 and
significance is 0.29. Since the significance value is more than 0.05, the mean
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149
differences across the various occupations for this value dimension are not
significant at 5% level. Hence null hypothesis is accepted.
Branded Gold jewellery assures the weight and value of components [ stones,
pearls, gems etc.,]: Housewives gave this value dimension a mean score of 3.99
while working professionals gave a mean score of 3.97. Business people gave this
value dimension a mean score of 4.30 while respondents in other occupations
gave a mean score of 3.98. The ANOVA output shows that F-value is 0.86 and
significance is 0.46. Since the significance value is more than 0.05, the mean
differences across the various occupations for this value dimension are not
significant at 5% level. Hence null hypothesis is accepted.
Wearing Branded Gold Jewellery gives you higher satisfaction: Housewives
gave this value dimension a mean score of 3.88 while working professionals gave
a mean score of 3.66. Business people gave this value dimension a mean score of
3.87 while respondents in other occupations gave a mean score of 3.79. The
ANOVA output shows that F-value is 1.01 and significance is 0.39. Since the
significance value is more than 0.05, the mean differences across the various
occupations for this value dimension are not significant at 5% level. Hence null
hypothesis is accepted.
I prefer to possess more Branded Gold jewellery than unbranded:
Housewives gave this value dimension a mean score of 3.53 while working
professionals gave a mean score of 3.63. Business people gave this value
dimension a mean score of 4.00 while respondents in other occupations gave a
mean score of 3.56. The ANOVA output shows that F-value is 1.03 and
significance is 0.38. Since the significance value is more than 0.05, the mean
differences across the various occupations for this value dimension are not
significant at 5% level. Hence null hypothesis is accepted.
Type of Branded Gold Jewellery signifies the Social status of the person
wearing it: Housewives gave this value dimension a mean score of 3.74 while
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150
working professionals gave a mean score of 3.44. Business people gave this value
dimension a mean score of 3.48 while respondents in other occupations gave a
mean score of 3.56. The ANOVA output shows that F-value is 1.29 and
significance is 0.28. Since the significance value is more than 0.05, the mean
differences across the various occupations for this value dimension are not
significant at 5% level. Hence null hypothesis is accepted.
Branded Gold Jewellery makes you more fashionable or modern: Housewives
gave this value dimension a mean score of 3.75 while working professionals gave
a mean score of 3.61. Business people gave this value dimension a mean score of
3.43 while respondents in other occupations gave a mean score of 3.79. The
ANOVA output shows that F-value is 0.86 and significance is 0.46. Since the
significance value is more than 0.05, the mean differences across the various
occupations for this value dimension are not significant at 5% level. Hence null
hypothesis is accepted.
Quality oriented value: Housewives gave this value dimension a mean score of
4.03 while working professionals gave a mean score of 4.07. Business people
gave this value dimension a mean score of 4.21 while respondents in other
occupations gave a mean score of 4.00. The ANOVA output shows that F-value is
0.57 and significance is 0.64. Since the significance value is more than 0.05, the
mean differences across the various occupations for this value dimension are not
significant at 5% level. Hence null hypothesis is accepted.
Social Status: Housewives gave this value dimension a mean score of 3.84 while
working professionals gave a mean score of 3.49. Business people gave this value
dimension a mean score of 3.54 while respondents in other occupations gave a
mean score of 3.47. The ANOVA output shows that F-value is 2.61 and
significance is 0.05. Since the significance value is more than 0.05, the mean
differences across the various occupations for this value dimension are not
significant at 5% level. Hence null hypothesis is accepted.
Branded Gold Jewellery Decision Making: Housewives gave this value
dimension a mean score of 3.84 while working professionals gave a mean score of
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151
3.74. Business people gave this value dimension a mean score of 4.00 while
respondents in other occupations gave a mean score of 3.76. The ANOVA output
shows that F-value is 0.99 and significance is 0.40. Since the significance value is
more than 0.05, the mean differences across the various occupations for this value
dimension are not significant at 5% level. Hence null hypothesis is accepted.
There is no difference in value dimension of perception between occupations
except in two value dimensions – Enhancement of social status and feeling
distinct among friends when wearing branded gold jewellery.
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152
Objective: To know significant differences in various value dimensions across
religions.
Ho: The perception of various value dimensions is same across religions of
respondents.
HA: The perception of various value dimensions differs across religions of
respondents.
Table 4-34: Perceptions of Value Dimensions across Religion
N Mean
Std. Deviation
F Sig.
Price influences purchasing decision of
Branded Gold jewellery
Hindu 331 3.91 1.09
1.96 0.12
Muslim 25 4.08 1.04
Christian 40 4.33 0.80
Others 4 4.00 0.82
Total 400 3.96 1.07
Buy-back assurance Should be there from the
outlet while buying Branded Gold jewellery
Hindu 331 4.10 0.98
2.18 0.09
Muslim 25 4.32 0.63
Christian 40 4.48 0.64
Others 4 4.00 1.41
Total 400 4.15 0.94
Resale value is assured in
Branded Gold jewellery
Hindu 331 3.91 0.99
3.32 0.02*
Muslim 25 4.36 0.64
Christian 40 4.25 0.90
Others 4 4.50 0.58
Total 400 3.98 0.97
Wearing Branded Gold jewellery
during functions enhances your
status
Hindu 331 3.58 1.15
4.55 0.01*
Muslim 25 4.04 0.79
Christian 40 4.00 1.11
Others 4 2.75 0.50
Total 400 3.65 1.13
While purchasing branded gold
jewellery I surely check for karat
content
Hindu 331 4.26 0.93
0.32 0.81
Muslim 25 4.28 0.74
Christian 40 4.41 0.82
Others 4 4.25 0.50
Total 400 4.28 0.90
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153
I feel distinct among friends when I wear
Branded Gold jewellery
Hindu 331 3.37 1.18
4.81 0.00*
Muslim 25 3.56 1.19
Christian 40 3.95 1.26
Others 4 2.00 0.82
Total 400 3.43 1.20
Content Assurance [ BIS
916] is reliable in Branded Gold
jewellery
Hindu 331 4.02 0.91
3.54 0.01*
Muslim 25 4.40 0.82
Christian 40 4.41 0.68
Others 4 4.00 0.82
Total 400 4.08 0.89
Branded Gold jewellery can be passed from one
generation to other generation
Hindu 331 3.86 1.08
4.29 0.01*
Muslim 25 3.96 1.06
Christian 40 4.30 0.88
Others 4 2.50 1.91
Total 400 3.90 1.09
Branded Gold jewellery assures
the weight and value of
components [ stones, pearls,
gems etc.,]
Hindu 331 3.93 0.98
4.19 0.02*
Muslim 25 4.36 0.64
Christian 40 4.31 0.66
Others 4 4.00 1.41
Total 400 3.99 0.95
Wearing Branded Gold Jewellery
gives you higher satisfaction
Hindu 331 3.70 1.06
4.02 0.01*
Muslim 25 4.12 0.83
Christian 40 3.85 1.11
Others 4 2.25 0.96
Total 400 3.73 1.06
I Prefer to possess more Branded Gold jewellery
than unbranded
Hindu 331 3.57 1.16
1.87 0.13
Muslim 25 4.00 0.87
Christian 40 3.87 1.13
Others 4 3.25 1.71
Total 400 3.63 1.15
Type of Branded Gold Jewellery
signifies the Social status of the
person wearing it.
Hindu 331 3.45 1.14
5.06 0.00*
Muslim 25 3.92 0.86
Christian 40 3.85 1.08
Others 4 2.00 1.15
Total 400 3.51 1.14
Branded Gold Jewellery makes
you more fashionable or
modern
Hindu 331 3.60 1.11
5.00 0.00*
Muslim 25 3.88 0.93
Christian 40 4.00 0.96
Others 4 2.00 1.41
Total 400 3.64 1.11
Quality oriented value
Hindu 331 4.01 0.67
4.32 0.01*
Muslim 25 4.28 0.47
Christian 40 4.35 0.48
Others 4 3.88 0.80
Total
400 4.06 0.66
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154
Social Status
Hindu 331 3.50 0.93
6.36 0.00*
Muslim 25 3.85 0.76
Christian 40 3.93 0.97
Others 4 2.19 0.77
Total 400 3.55 0.94
Branded Gold Jewellery Decision Making
Hindu 331 3.73 0.81
3.81 0.01*
Muslim 25 4.07 0.54
Christian 40 4.03 0.72
Others 4 3.17 0.96
Total 400 3.77 0.79 *: Significant at 5% level
An analysis of the above table brings out that:
Price influences purchasing decision of Branded Gold jewellery: Hindu
respondents gave this value dimension a mean score of 3.91 while Muslim
respondents gave a mean score of 4.08. Christian respondents gave this value
dimension a mean score of 4.33 while respondents from other faiths gave a mean
score of 4.00. The ANOVA output shows that F-value is 1.96 and significance is
0.12. Since the significance value is more than 0.05, the mean differences across
the various religions for this value dimension are not significant at 5% level.
Hence null hypothesis is accepted.
Buy-back assurance should be there from the outlet while buying Branded
Gold jewellery: Hindu respondents gave this value dimension a mean score of
4.10 while Muslim respondents gave a mean score of 4.32. Christian respondents
gave this value dimension a mean score of 4.48 while respondents from other
faiths gave a mean score of 4.00. The ANOVA output shows that F-value is 2.18
and significance is 0.09. Since the significance value is more than 0.05, the mean
differences across the various religions for this value dimension are not significant
at 5% level. Hence null hypothesis is accepted.
Resale value is assured in Branded Gold jewellery: Hindu respondents gave
this value dimension a mean score of 3.91 while Muslim respondents gave a mean
score of 4.36. Christian respondents gave this value dimension a mean score of
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155
4.25 while respondents from other faiths gave a mean score of 4.50. The ANOVA
output shows that F-value is 3.32 and significance is 0.02. Since the significance
value is less than 0.05, the mean differences across the various religions for this
value dimension are significant at 5% level. Hence null hypothesis is rejected and
alternate hypothesis is accepted.
Wearing Branded Gold jewellery during functions enhances your status:
Hindu respondents gave this value dimension a mean score of 3.58 while Muslim
respondents gave a mean score of 4.04. Christian respondents gave this value
dimension a mean score of 4.00 while respondents from other faiths gave a mean
score of 2.75. The ANOVA output shows that F-value is 3.55 and significance is
0.01. Since the significance value is less than 0.05, the mean differences across
the various religions for this value dimension are significant at 5% level. Hence
null hypothesis is rejected and alternate hypothesis is accepted.
While purchasing branded gold jewellery I surely check for karat content:
Hindu respondents gave this value dimension a mean score of 4.26 while Muslim
respondents gave a mean score of 4.28. Christian respondents gave this value
dimension a mean score of 4.41 while respondents from other faiths gave a mean
score of 4.25. The ANOVA output shows that F-value is 0.32 and significance is
0.81. Since the significance value is more than 0.05, the mean differences across
the various religions for this value dimension are not significant at 5% level.
Hence null hypothesis is accepted.
I feel distinct among friends when I wear Branded Gold jewellery: Hindu
respondents gave this value dimension a mean score of 3.37 while Muslim
respondents gave a mean score of 3.56. Christian respondents gave this value
dimension a mean score of 3.95 while respondents from other faiths gave a mean
score of 2.00. The ANOVA output shows that F-value is 4.81 and significance is
0.00. Since the significance value is less than 0.05, the mean differences across
the various religions for this value dimension are significant at 5% level. Hence
null hypothesis is rejected and alternate hypothesis is accepted.
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156
Content Assurance [ BIS 916] is reliable in Branded Gold jewellery: Hindu
respondents gave this value dimension a mean score of 4.02 while Muslim
respondents gave a mean score of 4.40. Christian respondents gave this value
dimension a mean score of 4.41 while respondents from other faiths gave a mean
score of 4.00. The ANOVA output shows that F-value is 3.54 and significance is
0.01. Since the significance value is less than 0.05, the mean differences across
the various religions for this value dimension are significant at 5% level. Hence
null hypothesis is rejected and alternate hypothesis is accepted.
Branded Gold jewellery can be passed from one generation to other
generation: Hindu respondents gave this value dimension a mean score of 3.86
while Muslim respondents gave a mean score of 3.96. Christian respondents gave
this value dimension a mean score of 4.30 while respondents from other faiths
gave a mean score of 2.50. The ANOVA output shows that F-value is 4.29 and
significance is 0.01. Since the significance value is less than 0.05, the mean
differences across the various religions for this value dimension are significant at
5% level. Hence null hypothesis is rejected and alternate hypothesis is accepted.
Branded Gold jewellery assures the weight and value of components [ stones,
pearls, gems etc.,]: Hindu respondents gave this value dimension a mean score of
3.93 while Muslim respondents gave a mean score of 4.36. Christian respondents
gave this value dimension a mean score of 4.31 while respondents from other
faiths gave a mean score of 4.00. The ANOVA output shows that F-value is 3.19
and significance is 0.02. Since the significance value is less than 0.05, the mean
differences across the various religions for this value dimension are significant at
5% level. Hence null hypothesis is rejected and alternate hypothesis is accepted.
Wearing Branded Gold Jewellery gives you higher satisfaction: Hindu
respondents gave this value dimension a mean score of 3.70 while Muslim
respondents gave a mean score of 4.12. Christian respondents gave this value
dimension a mean score of 3.85 while respondents from other faiths gave a mean
score of 2.25. The ANOVA output shows that F-value is 4.02 and significance is
0.01. Since the significance value is less than 0.05, the mean differences across
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157
the various religions for this value dimension are significant at 5% level. Hence
null hypothesis is rejected and alternate hypothesis is accepted.
I prefer to possess more Branded Gold jewellery than unbranded: Hindu
respondents gave this value dimension a mean score of 3.57 while Muslim
respondents gave a mean score of 4.00. Christian respondents gave this value
dimension a mean score of 3.87 while respondents from other faiths gave a mean
score of 3.25. The ANOVA output shows that F-value is 1.87 and significance is
0.13. Since the significance value is more than 0.05, the mean differences across
the various religions for this value dimension are not significant at 5% level.
Hence null hypothesis is accepted.
Type of Branded Gold Jewellery signifies the Social status of the person
wearing it: Hindu respondents gave this value dimension a mean score of 3.45
while Muslim respondents gave a mean score of 3.92. Christian respondents gave
this value dimension a mean score of 3.85 while respondents from other faiths
gave a mean score of 2.00. The ANOVA output shows that F-value is 5.06 and
significance is 0.00. Since the significance value is less than 0.05, the mean
differences across the various religions for this value dimension are significant at
5% level. Hence null hypothesis is rejected and alternate hypothesis is accepted.
Branded Gold Jewellery makes you more fashionable or modern: Hindu
respondents gave this value dimension a mean score of 3.60 while Muslim
respondents gave a mean score of 3.88. Christian respondents gave this value
dimension a mean score of 4.00 while respondents from other faiths gave a mean
score of 2.00. The ANOVA output shows that F-value is 5.00 and significance is
0.00. Since the significance value is less than 0.05, the mean differences across
the various religions for this value dimension are significant at 5% level. Hence
null hypothesis is rejected and alternate hypothesis is accepted.
Quality oriented value: Hindu respondents gave this value dimension a mean
score of 4.01 while Muslim respondents gave a mean score of 4.28. Christian
respondents gave this value dimension a mean score of 4.35 while respondents
from other faiths gave a mean score of 3.88. The ANOVA output shows that F-
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158
value is 4.32 and significance is 0.01. Since the significance value is less than
0.05, the mean differences across the various religions for this value dimension
are significant at 5% level. Hence null hypothesis is rejected and alternate
hypothesis is accepted.
Social Status: Hindu respondents gave this value dimension a mean score of 3.50
while Muslim respondents gave a mean score of 3.85. Christian respondents gave
this value dimension a mean score of 3.93 while respondents from other faiths
gave a mean score of 2.19. The ANOVA output shows that F-value is 6.36 and
significance is 0.00. Since the significance value is less than 0.05, the mean
differences across the various religions for this value dimension are significant at
5% level. Hence null hypothesis is rejected and alternate hypothesis is accepted.
Branded Gold Jewellery Decision Making: Hindu respondents gave this value
dimension a mean score of 3.73 while Muslim respondents gave a mean score of
4.07. Christian respondents gave this value dimension a mean score of 4.03 while
respondents from other faiths gave a mean score of 3.17. The ANOVA output
shows that F-value is 3.81 and significance is 0.01. Since the significance value is
less than 0.05, the mean differences across the various religions for this value
dimension are significant at 5% level. Hence null hypothesis is rejected and
alternate hypothesis is accepted.
There is difference in the value dimensions across religion. Therefore it can be
said that the religion is a strong factor influencing in perceiving the value
dimensions of Branded Gold Jewellery.
.
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159
Objective: To know significant differences in various value dimensions across
income.
Ho: The perception of various value dimensions is same across the income levels of
respondents.
HA: The perception of various value dimensions differs across the income levels of
respondents.
Table 4-35: Perceptions of Value Dimensions across Income
N Mean
Std. Deviation
F Sig.
Price influences purchasing decision of
Branded Gold
jewellery
Below 15000 92 3.95 1.14
0.91 0.44
16000 – 25000 140 3.98 0.93
26000 – 35000 88 4.11 0.95
Above 35000 80 3.84 1.22
Total 400 3.97 1.05
Buy-back assurance Should be there from the outlet
while buying Branded
Gold jewellery
Below 15000 92 3.92 1.00
2.37 0.07
16000 – 25000 140 4.22 0.86
26000 – 35000 88 4.24 0.98
Above 35000 80 4.27 0.92
Total 400 4.17 0.94
Resale value is assured in
Branded Gold
jewellery
Below 15000 92 3.86 0.98
1.66 0.17
16000 – 25000 140 4.13 0.81
26000 – 35000 88 4.00 1.08
Above 35000 80 3.88 0.97
Total 400 3.99 0.95
Wearing Branded
Gold jewellery
during functions enhances
your status
Below 15000 92 3.49 1.18
0.78 0.51
16000 – 25000 140 3.69 1.11
26000 – 35000 88 3.76 1.14
Above 35000 80 3.67 1.14
Total 400 3.66 1.14
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160
While purchasing
branded gold
jewellery I surely check
for karat content
Below 15000 92 4.13 1.07
0.79 0.50
16000 – 25000 140 4.31 0.85
26000 – 35000 88 4.34 0.93
Above 35000 80 4.29 0.86
Total 400 4.27 0.92
I feel distinct among friends
when I wear Branded
Gold jewellery
Below 15000 92 3.35 1.19
1.37 0.25
16000 – 25000 140 3.53 1.16
26000 – 35000 88 3.59 1.17
Above 35000 80 3.26 1.28
Total 400 3.45 1.20
Content Assurance [ BIS 916] is reliable in Branded
Gold jewellery
Below 15000 92 3.93 0.93
1.34 0.26
16000 – 25000 140 4.15 0.90
26000 – 35000 88 4.15 0.86
Above 35000 80 3.99 0.89
Total 400 4.07 0.90
Branded Gold
jewellery can be
passed from one
generation to other
generation
Below 15000 92 3.89 0.99
0.24 0.87
16000 – 25000 140 3.98 0.99
26000 – 35000 88 3.86 1.24
Above 35000 80 3.88 1.17
Total 400 3.91 1.08
Branded Gold
jewellery assures the weight and
value of components
[ stones, pearls, gems
etc.,]
Below 15000 92 3.83 1.11
1.58 0.19
16000 – 25000 140 4.08 0.89
26000 – 35000 88 4.11 0.83
Above 35000 80 3.95 1.00
Total 400 4.01 0.95
Wearing Branded
Gold Jewellery gives you
higher satisfaction
Below 15000 92 3.83 0.92
1.55 0.20
16000 – 25000 140 3.74 1.05
26000 – 35000 88 3.77 1.06
Above 35000 80 3.48 1.25
Total 400 3.71 1.07
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161
I Prefer to possess
more Branded
Gold jewellery
than unbranded
Below 15000 92 3.48 1.14
2.82 0.04*
16000 – 25000 140 3.65 1.09
26000 – 35000 88 3.96 0.99
Above 35000 80 3.53 1.30
Total 400 3.66 1.14
Type of Branded
Gold Jewellery
signifies the Social status
of the person
wearing it.
Below 15000 92 3.52 1.14
0.63 0.60
16000 – 25000 140 3.54 1.05
26000 – 35000 88 3.66 1.17
Above 35000 80 3.41 1.25
Total 400 3.54 1.14
Branded Gold
Jewellery makes you
more fashionable or modern
Below 15000 92 3.61 1.09
0.18 0.91
16000 – 25000 140 3.69 1.05
26000 – 35000 88 3.68 1.23
Above 35000 80 3.59 1.20
Total 400 3.65 1.13
Quality oriented
value
Below 15000 92 3.93 0.64
1.90 0.13
16000 – 25000 140 4.14 0.61
26000 – 35000 88 4.11 0.68
Above 35000 80 4.04 0.68
Total 400 4.07 0.65
Social Status
Below 15000 92 3.49 0.93
0.74 0.53
16000 – 25000 140 3.61 0.91
26000 – 35000 88 3.67 0.99
Above 35000 80 3.48 0.99
Total 400 3.57 0.95
Branded Gold
Jewellery Decision Making
Below 15000 92 3.75 0.75
2.42 0.07
16000 – 25000 140 3.79 0.74
26000 – 35000 88 3.96 0.76
Above 35000 80 3.62 0.95
Total 400 3.78 0.80 *: Significant at 5% level
An analysis of the above table brings out that:
Price influences purchasing decision of Branded Gold jewellery:
Respondents earning less than Rs. 15000 gave this value dimension a mean
score of 3.95 while the respondents earning between Rs. 16000 and Rs. 25000
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162
gave a mean score of 3.98. Respondents earning between Rs. 26000 and Rs.
35000 gave this value dimension a mean score of 4.11 while the respondents
earning more than Rs. 35000 gave a mean score of 3.84. The ANOVA output
shows that F-value is 0.91 and significance is 0.44. Since the significance
value is more than 0.05, the mean differences across the various income levels
for this value dimension are not significant at 5% level. Hence null hypothesis
is accepted.
Buy-back assurance should be there from the outlet while buying
Branded Gold jewellery: Respondents earning less than Rs. 15000 gave this
value dimension a mean score of 3.92 while the respondents earning between
Rs. 16000 and Rs. 25000 gave a mean score of 4.22. Respondents earning
between Rs. 26000 and Rs. 35000 gave this value dimension a mean score of
4.24 while the respondents earning more than Rs. 35000 gave a mean score of
4.27. The ANOVA output shows that F-value is 2.37 and significance is 0.07.
Since the significance value is more than 0.05, the mean differences across the
various income levels for this value dimension are not significant at 5% level.
Hence null hypothesis is accepted.
Resale value is assured in Branded Gold jewellery: Respondents earning
less than Rs. 15000 gave this value dimension a mean score of 3.86 while the
respondents earning between Rs. 16000 and Rs. 25000 gave a mean score of
4.13. Respondents earning between Rs. 26000 and Rs. 35000 gave this value
dimension a mean score of 4.00 while the respondents earning more than Rs.
35000 gave a mean score of 3.88. The ANOVA output shows that F-value is
1.66 and significance is 0.17. Since the significance value is more than 0.05,
the mean differences across the various income levels for this value dimension
are not significant at 5% level. Hence null hypothesis is accepted.
Wearing Branded Gold jewellery during functions enhances your status:
Respondents earning less than Rs. 15000 gave this value dimension a mean
score of 3.49 while the respondents earning between Rs. 16000 and Rs. 25000
gave a mean score of 3.69. Respondents earning between Rs. 26000 and Rs.
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163
35000 gave this value dimension a mean score of 3.76 while the respondents
earning more than Rs. 35000 gave a mean score of 3.67. The ANOVA output
shows that F-value is 0.78 and significance is 0.51. Since the significance
value is more than 0.05, the mean differences across the various income levels
for this value dimension are not significant at 5% level. Hence null hypothesis
is accepted.
While purchasing branded gold jewellery I surely check for karat
content: Respondents earning less than Rs. 15000 gave this value dimension a
mean score of 4.13 while the respondents earning between Rs. 16000 and Rs.
25000 gave a mean score of 4.31. Respondents earning between Rs. 26000
and Rs. 35000 gave this value dimension a mean score of 4.34 while the
respondents earning more than Rs. 35000 gave a mean score of 4.29. The
ANOVA output shows that F-value is 0.79 and significance is 0.50. Since the
significance value is more than 0.05, the mean differences across the various
income levels for this value dimension are not significant at 5% level. Hence
null hypothesis is accepted.
I feel distinct among friends when I wear Branded Gold jewellery:
Respondents earning less than Rs. 15000 gave this value dimension a mean
score of 3.35 while the respondents earning between Rs. 16000 and Rs. 25000
gave a mean score of 3.53. Respondents earning between Rs. 26000 and Rs.
35000 gave this value dimension a mean score of 3.59 while the respondents
earning more than Rs. 35000 gave a mean score of 3.26. The ANOVA output
shows that F-value is 1.37 and significance is 0.25. Since the significance
value is more than 0.05, the mean differences across the various income levels
for this value dimension are not significant at 5% level. Hence null hypothesis
is accepted.
Content Assurance [ BIS 916] is reliable in Branded Gold jewellery:
Respondents earning less than Rs. 15000 gave this value dimension a mean
score of 3.93 while the respondents earning between Rs. 16000 and Rs. 25000
gave a mean score of 4.15. Respondents earning between Rs. 26000 and Rs.
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164
35000 gave this value dimension a mean score of 4.15 while the respondents
earning more than Rs. 35000 gave a mean score of 3.99. The ANOVA output
shows that F-value is 1.34 and significance is 0.26. Since the significance
value is more than 0.05, the mean differences across the various income levels
for this value dimension are not significant at 5% level. Hence null hypothesis
is accepted.
Branded Gold jewellery can be passed from one generation to other
generation: Respondents earning less than Rs. 15000 gave this value
dimension a mean score of 3.89 while the respondents earning between Rs.
16000 and Rs. 25000 gave a mean score of 3.98. Respondents earning
between Rs. 26000 and Rs. 35000 gave this value dimension a mean score of
3.86 while the respondents earning more than Rs. 35000 gave a mean score of
3.88. The ANOVA output shows that F-value is 0.24 and significance is 0.87.
Since the significance value is more than 0.05, the mean differences across the
various income levels for this value dimension are not significant at 5% level.
Hence null hypothesis is accepted.
Branded Gold jewellery assures the weight and value of components [
stones, pearls, gems etc.,]: Respondents earning less than Rs. 15000 gave this
value dimension a mean score of 3.83 while the respondents earning between
Rs. 16000 and Rs. 25000 gave a mean score of 4.08. Respondents earning
between Rs. 26000 and Rs. 35000 gave this value dimension a mean score of
4.11 while the respondents earning more than Rs. 35000 gave a mean score of
3.95. The ANOVA output shows that F-value is 1.58 and significance is 0.19.
Since the significance value is more than 0.05, the mean differences across the
various income levels for this value dimension are not significant at 5% level.
Hence null hypothesis is accepted.
Wearing Branded Gold Jewellery gives you higher satisfaction:
Respondents earning less than Rs. 15000 gave this value dimension a mean
score of 3.83 while the respondents earning between Rs. 16000 and Rs. 25000
gave a mean score of 3.74. Respondents earning between Rs. 26000 and Rs.
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165
35000 gave this value dimension a mean score of 3.77 while the respondents
earning more than Rs. 35000 gave a mean score of 3.48. The ANOVA output
shows that F-value is 1.55 and significance is 0.20. Since the significance
value is more than 0.05, the mean differences across the various income levels
for this value dimension are not significant at 5% level. Hence null hypothesis
is accepted.
I Prefer to possess more Branded Gold jewellery than unbranded:
Respondents earning less than Rs. 15000 gave this value dimension a mean
score of 3.48 while the respondents earning between Rs. 16000 and Rs. 25000
gave a mean score of 3.65. Respondents earning between Rs. 26000 and Rs.
35000 gave this value dimension a mean score of 3.96 while the respondents
earning more than Rs. 35000 gave a mean score of 3.53. The ANOVA output
shows that F-value is 2.82 and significance is 0.04. Since the significance
value is less than 0.05, the mean differences across the various income levels
for this value dimension are significant at 5% level. Hence null hypothesis is
rejected and alternate hypothesis is accepted.
Type of Branded Gold Jewellery signifies the Social status of the person
wearing it: Respondents earning less than Rs. 15000 gave this value
dimension a mean score of 3.52 while the respondents earning between Rs.
16000 and Rs. 25000 gave a mean score of 3.54. Respondents earning
between Rs. 26000 and Rs. 35000 gave this value dimension a mean score of
3.66 while the respondents earning more than Rs. 35000 gave a mean score of
3.41. The ANOVA output shows that F-value is 0.63 and significance is 0.60.
Since the significance value is more than 0.05, the mean differences across the
various income levels for this value dimension are not significant at 5% level.
Hence null hypothesis is accepted.
Branded Gold Jewellery makes you more fashionable or modern:
Respondents earning less than Rs. 15000 gave this value dimension a mean
score of 3.61 while the respondents earning between Rs. 16000 and Rs. 25000
gave a mean score of 3.69. Respondents earning between Rs. 26000 and Rs.
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166
35000 gave this value dimension a mean score of 3.68 while the respondents
earning more than Rs. 35000 gave a mean score of 3.59. The ANOVA output
shows that F-value is 0.18 and significance is 0.91. Since the significance
value is more than 0.05, the mean differences across the various income levels
for this value dimension are not significant at 5% level. Hence null hypothesis
is accepted.
Quality oriented value: Respondents earning less than Rs. 15000 gave this
value dimension a mean score of 3.93 while the respondents earning between
Rs. 16000 and Rs. 25000 gave a mean score of 4.14. Respondents earning
between Rs. 26000 and Rs. 35000 gave this value dimension a mean score of
4.11 while the respondents earning more than Rs. 35000 gave a mean score of
4.04. The ANOVA output shows that F-value is 1.90 and significance is 0.13.
Since the significance value is more than 0.05, the mean differences across the
various income levels for this value dimension are not significant at 5% level.
Hence null hypothesis is accepted.
Social Status: Respondents earning less than Rs. 15000 gave this value
dimension a mean score of 3.49 while the respondents earning between Rs.
16000 and Rs. 25000 gave a mean score of 3.61. Respondents earning
between Rs. 26000 and Rs. 35000 gave this value dimension a mean score of
3.67 while the respondents earning more than Rs. 35000 gave a mean score of
3.48. The ANOVA output shows that F-value is 0.74 and significance is 0.53.
Since the significance value is more than 0.05, the mean differences across the
various income levels for this value dimension are not significant at 5% level.
Hence null hypothesis is accepted.
Branded Gold Jewellery Decision Making: Respondents earning less than
Rs. 15000 gave this value dimension a mean score of 3.75 while the
respondents earning between Rs. 16000 and Rs. 25000 gave a mean score of
3.79. Respondents earning between Rs. 26000 and Rs. 35000 gave this value
dimension a mean score of 3.96 while the respondents earning more than Rs.
35000 gave a mean score of 3.62. The ANOVA output shows that F-value is
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167
2.42 and significance is 0.07. Since the significance value is more than 0.05,
the mean differences across the various income levels for this value dimension
are not significant at 5% level. Hence null hypothesis is accepted.
There is a difference value dimensions across income level only in one value
dimension that is possession of Branded Gold jewellery.
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168
Objective: To know significant differences in various value dimensions across
buying preferences.
Ho: The perception of various value dimensions is same across the buying
preferences of respondents.
HA: The perception of various value dimensions differs across the buying preferences
of respondents.
Table 4-36: Perceptions of Value Dimensions across Buying Preferences
N Mean
Std. Deviation
F Sig.
Price influences purchasing decision of
Branded Gold jewellery
Branded Gold Jewellery
331 4.02 1.03
5.18 0.02* General Jewellery Shop (unbranded)
69 3.70 1.19
Total 400 3.96 1.07
Buy-back assurance Should be there from the
outlet while buying Branded Gold jewellery
Branded Gold Jewellery
331 4.23 0.88
12.14 0.00* General Jewellery Shop (unbranded)
69 3.80 1.16
Total 400 4.15 0.94
Resale value is assured in
Branded Gold jewellery
Branded Gold Jewellery
331 4.06 0.89
15.52 0.00* General Jewellery Shop (unbranded)
69 3.57 1.22
Total 400 3.98 0.97
Wearing Branded Gold jewellery
during functions enhances your
status
Branded Gold Jewellery
331 3.78 1.09
27.57 0.00* General Jewellery Shop (unbranded)
69 3.01 1.13
Total 400 3.65 1.13
While purchasing branded gold
jewellery I surely check for karat
content
Branded Gold Jewellery
331 4.37 0.79
23.19 0.00* General Jewellery Shop (unbranded)
69 3.81 1.22
Total 400 4.28 0.90
I feel distinct among friends when I wear
Branded Gold jewellery
Branded Gold Jewellery
331 3.57 1.13
31.78 0.00* General Jewellery Shop (unbranded)
69 2.71 1.28
Total 400 3.43 1.20
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Content Assurance [ BIS
916] is reliable in Branded Gold
jewellery
Branded Gold Jewellery
331 4.17 0.83
23.17 0.00* General Jewellery Shop (unbranded)
69 3.62 1.04
Total 400 4.08 0.89
Branded Gold jewellery can be passed from one
generation to other generation
Branded Gold Jewellery
331 4.02 1.02
25.09 0.00* General Jewellery Shop (unbranded)
69 3.32 1.22
Total 400 3.90 1.09
Branded Gold jewellery
assures the weight and value of components [ stones, pearls,
gems etc.,]
Branded Gold Jewellery
331 4.12 0.83
37.10 0.00* General Jewellery Shop (unbranded)
69 3.38 1.22
Total 400 3.99 0.95
Wearing Branded Gold Jewellery
gives you higher satisfaction
Branded Gold Jewellery
331 3.85 0.96
28.70 0.00* General Jewellery Shop (unbranded)
69 3.12 1.31
Total 400 3.73 1.06
I Prefer to possess more Branded Gold jewellery than
unbranded
Branded Gold Jewellery
331 3.82 1.04
60.78 0.00* General Jewellery Shop (unbranded)
69 2.71 1.20
Total 400 3.63 1.15
Type of Branded Gold Jewellery
signifies the Social status of
the person wearing it.
Branded Gold Jewellery
331 3.60 1.09
12.36 0.00* General Jewellery Shop (unbranded)
69 3.07 1.28
Total 400 3.51 1.14
Branded Gold Jewellery makes
you more fashionable or
modern
Branded Gold Jewellery
331 3.78 1.03
31.83 0.00* General Jewellery Shop (unbranded)
69 2.99 1.23
Total 400 3.64 1.11
Quality oriented value
Branded Gold Jewellery
331 4.16 0.58
50.18 0.00* General Jewellery Shop (unbranded)
69 3.58 0.80
Total 400 4.06 0.66
Social Status
Branded Gold Jewellery
331 3.68 0.88
38.67 0.00* General Jewellery Shop (unbranded)
69 2.94 1.01
Total 400 3.55 0.94
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Branded Gold Jewellery
Decision Making
Branded Gold Jewellery
331 3.89 0.71
50.14 0.00* General Jewellery Shop (unbranded)
69 3.19 0.92
Total 400 3.77 0.79 *: Significant at 5% level
An analysis of the above table brings out that:
Price influences purchasing decision of Branded Gold jewellery:
Respondents wanting to buy branded gold jewellery gave this value dimension
a mean score of 4.02 while those wanting to buy unbranded gold jewellery
gave it a mean score of 3.70. The ANOVA output shows that F-value is 5.18
and significance is 0.02. Since the significance value is less than 0.05, the
mean differences across the buying preferences for this value dimension are
significant at 5% level. Hence null hypothesis is rejected and alternate
hypothesis is accepted.
Buy-back assurance Should be there from the outlet while buying
Branded Gold jewellery: Respondents wanting to buy branded gold jewellery
gave this value dimension a mean score of 4.23 while those wanting to buy
unbranded gold jewellery gave it a mean score of 3.80. The ANOVA output
shows that F-value is 12.14 and significance is 0.00. Since the significance
value is less than 0.05, the mean differences across the buying preferences for
this value dimension are significant at 5% level. Hence null hypothesis is
rejected and alternate hypothesis is accepted.
Resale value is assured in Branded Gold jewellery: Respondents wanting to
buy branded gold jewellery gave this value dimension a mean score of 4.06
while those wanting to buy unbranded gold jewellery gave it a mean score of
3.57. The ANOVA output shows that F-value is 15.52 and significance is
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0.00. Since the significance value is less than 0.05, the mean differences
across the buying preferences for this value dimension are significant at 5%
level. Hence null hypothesis is rejected and alternate hypothesis is accepted.
Wearing Branded Gold jewellery during functions enhances your status:
Respondents wanting to buy branded gold jewellery gave this value dimension
a mean score of 3.78 while those wanting to buy unbranded gold jewellery
gave it a mean score of 3.01. The ANOVA output shows that F-value is 27.57
and significance is 0.00. Since the significance value is less than 0.05, the
mean differences across the buying preferences for this value dimension are
significant at 5% level. Hence null hypothesis is rejected and alternate
hypothesis is accepted.
While purchasing branded gold jewellery I surely check for karat
content: Respondents wanting to buy branded gold jewellery gave this value
dimension a mean score of 4.37 while those wanting to buy unbranded gold
jewellery gave it a mean score of 3.81. The ANOVA output shows that F-
value is 23.19 and significance is 0.00. Since the significance value is less than
0.05, the mean differences across the buying preferences for this value
dimension are significant at 5% level. Hence null hypothesis is rejected and
alternate hypothesis is accepted.
I feel distinct among friends when I wear Branded Gold jewellery:
Respondents wanting to buy branded gold jewellery gave this value dimension
a mean score of 3.57 while those wanting to buy unbranded gold jewellery
gave it a mean score of 2.71. The ANOVA output shows that F-value is 31.78
and significance is 0.00. Since the significance value is less than 0.05, the
mean differences across the buying preferences for this value dimension are
significant at 5% level. Hence null hypothesis is rejected and alternate
hypothesis is accepted.
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Content Assurance [ BIS 916] is reliable in Branded Gold jewellery:
Respondents wanting to buy branded gold jewellery gave this value dimension
a mean score of 4.17 while those wanting to buy unbranded gold jewellery
gave it a mean score of 3.62. The ANOVA output shows that F-value is 23.17
and significance is 0.00. Since the significance value is less than 0.05, the
mean differences across the buying preferences for this value dimension are
significant at 5% level. Hence null hypothesis is rejected and alternate
hypothesis is accepted.
Branded Gold jewellery can be passed from one generation to other
generation: Respondents wanting to buy branded gold jewellery gave this
value dimension a mean score of 4.02 while those wanting to buy unbranded
gold jewellery gave it a mean score of 3.32. The ANOVA output shows that F-
value is 25.09 and significance is 0.00. Since the significance value is less than
0.05, the mean differences across the buying preferences for this value
dimension are significant at 5% level. Hence null hypothesis is rejected and
alternate hypothesis is accepted.
Branded Gold jewellery assures the weight and value of components [
stones, pearls, gems etc.,]: Respondents wanting to buy branded gold
jewellery gave this value dimension a mean score of 4.12 while those wanting
to buy unbranded gold jewellery gave it a mean score of 3.38. The ANOVA
output shows that F-value is 37.10 and significance is 0.00. Since the
significance value is less than 0.05, the mean differences across the buying
preferences for this value dimension are significant at 5% level. Hence null
hypothesis is rejected and alternate hypothesis is accepted.
Wearing Branded Gold Jewellery gives you higher satisfaction:
Respondents wanting to buy branded gold jewellery gave this value dimension
a mean score of 3.85 while those wanting to buy unbranded gold jewellery
gave it a mean score of 3.12. The ANOVA output shows that F-value is 28.70
and significance is 0.00. Since the significance value is less than 0.05, the
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mean differences across the buying preferences for this value dimension are
significant at 5% level. Hence null hypothesis is rejected and alternate
hypothesis is accepted.
I Prefer to possess more Branded Gold jewellery than unbranded:
Respondents wanting to buy branded gold jewellery gave this value dimension
a mean score of 3.82 while those wanting to buy unbranded gold jewellery
gave it a mean score of 2.71. The ANOVA output shows that F-value is 60.78
and significance is 0.00. Since the significance value is less than 0.05, the
mean differences across the buying preferences for this value dimension are
significant at 5% level. Hence null hypothesis is rejected and alternate
hypothesis is accepted.
Type of Branded Gold Jewellery signifies the Social status of the person
wearing it: Respondents wanting to buy branded gold jewellery gave this
value dimension a mean score of 3.60 while those wanting to buy unbranded
gold jewellery gave it a mean score of 3.07. The ANOVA output shows that F-
value is 12.36 and significance is 0.00. Since the significance value is less than
0.05, the mean differences across the buying preferences for this value
dimension are significant at 5% level. Hence null hypothesis is rejected and
alternate hypothesis is accepted.
Branded Gold Jewellery makes you more fashionable or modern:
Respondents wanting to buy branded gold jewellery gave this value dimension
a mean score of 3.78 while those wanting to buy unbranded gold jewellery
gave it a mean score of 2.99. The ANOVA output shows that F-value is 31.83
and significance is 0.00. Since the significance value is less than 0.05, the
mean differences across the buying preferences for this value dimension are
significant at 5% level. Hence null hypothesis is rejected and alternate
hypothesis is accepted.
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Quality oriented value: Respondents wanting to buy branded gold jewellery
gave this value dimension a mean score of 4.16 while those wanting to buy
unbranded gold jewellery gave it a mean score of 3.58. The ANOVA output
shows that F-value is 50.18 and significance is 0.00. Since the significance
value is less than 0.05, the mean differences across the buying preferences for
this value dimension are significant at 5% level. Hence null hypothesis is
rejected and alternate hypothesis is accepted.
Social Status: Respondents wanting to buy branded gold jewellery gave this
value dimension a mean score of 3.68 while those wanting to buy unbranded
gold jewellery gave it a mean score of 2.94. The ANOVA output shows that F-
value is 38.67 and significance is 0.00. Since the significance value is less than
0.05, the mean differences across the buying preferences for this value
dimension are significant at 5% level. Hence null hypothesis is rejected and
alternate hypothesis is accepted.
Branded Gold Jewellery Decision Making: Respondents wanting to buy
branded gold jewellery gave this value dimension a mean score of 3.89 while
those wanting to buy unbranded gold jewellery gave it a mean score of 3.19.
The ANOVA output shows that F-value is 50.14 and significance is 0.00.
Since the significance value is less than 0.05, the mean differences across the
buying preferences for this value dimension are significant at 5% level. Hence
null hypothesis is rejected and alternate hypothesis is accepted.
There is difference across various value dimensions in buying preferences towards
branded gold jewellery. Therefore it can be said that buying preference is a strong
factor influencing in perceiving the value dimensions of Branded Gold Jewellery.
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Reliability Statistics
Table 4-37: Cronbach’s Score
Reliability Statistics
Cronbach's Alpha N of Items
0.865 13
Cronbach’s alpha is a coefficient of reliability. It is commonly used as a measure of
the internal consistency or reliability of a psychometric test score for a sample of
examinees. For this study, the value of Cronbach’s alpha has come out to be 0.865.
Going by the thumb rule, alpha value of 0.8 ≤ α < 0.9 translates into ‘Good’ internal
consistency. Hence, the variables analyzed for this study have ‘Good’ internal
consistency.
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Factor Analysis
Table 4-38: Communalities
Communalities
Factors Initial Extraction
F1 Buy-back assurance Should be there from the outlet while buying Branded Gold Jewellery
1 0.50
F2 Resale value is assured in Branded Gold Jewellery
1 0.49
F3 Wearing Branded Gold jewellery during functions enhances your status
1 0.68
F4 While purchasing branded gold jewellery I surely check for karat content
1 0.42
F5 I feel distinct among friends when I wear Branded Gold jewellery
1 0.69
F6 Content Assurance [ BIS 916] is reliable in Branded Gold jewellery
1 0.56
F7 Branded Gold jewellery can be passed from one generation to other generation
1 0.44
F8 Branded Gold jewellery assures the weight and value of components [ stones, pearls, gems etc.,]
1 0.49
F9 Type of Branded Gold Jewellery signifies the Social status of the person wearing it.
1 0.70
F10 Branded Gold Jewellery makes you more fashionable or modern
1
Extraction Method: Principal Component Analysis.
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Table 4-39: Eigen Value
Component
Initial Eigen values Extraction Sums of Squared
Loadings Rotation Sums of Squared Loadings
Total % of
Variance Cumulative
% Total
% of Variance
Cumulative %
Total % of
Variance Cumulative %
1 4.11 41.07 41.07 4.11 41.07 41.07 2.84 28.38 28.38
2 1.48 14.82 55.88 1.48 14.82 55.88 2.75 27.50 55.88
3 0.83 8.29 64.17
4 0.67 6.66 70.83
5 0.64 6.40 77.23
6 0.55 5.46 82.68
7 0.52 5.21 87.89
8 0.46 4.59 92.48
9 0.39 3.91 96.39
10 0.36 3.61 100.00
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Table 4-40: Rotated Component Matrix
Factors Component
1 2
Type of Branded Gold Jewellery signifies the Social status of the person wearing it.
0.82
I feel distinct among friends when I wear Branded Gold jewellery
0.82
Wearing Branded Gold jewellery during functions enhances your status
0.81
Branded Gold Jewellery makes you more fashionable or modern
0.74
Buy-back assurance Should be there from the outlet while buying Branded Gold jewellery
0.70
Resale value is assured in Branded Gold jewellery
0.70
Content Assurance [ BIS 916] is reliable in Branded Gold jewellery
0.68
While purchasing branded gold jewellery I surely check for karat content
0.65
Branded Gold jewellery assures the weight and value of components [ stones, pearls, gems etc.,]
0.62
Branded Gold jewellery can be passed from one generation to other generation
0.60
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. Rotation converged in 3 iterations.
The general purpose of factor analysis is to find a method of summarizing the
information contained in a number of original variables to a smaller set of new
composite dimensions (factors) with minimum loss of information. That is, the Factor
Analysis tries to identify and define the underlying dimensions in the original
variables.
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Factor analysis proceeds in following steps:
Principal Component Method for factor extraction is used, wherein the number of
factors necessary to represent the data and the method of calculating them must be
determined. At this step, how well the chosen model fits the data is also ascertained.
Eigen value is kept closer or greater than 1 to extract factors from the given variables.
This step is to determine the method of factor extraction, number of initial factors and
the estimates of factors. Here Principal Components Analysis (PCA) is used to extract
factors to represent the data. For our study, we have 10 variables.
In the column alongside Eigen Values, the column titled ‘% of variance’, we find the
variance on the new factors that were successively extracted. In that, these values are
expressed as a percentage of the total variance. As we can see, factor 1 accounted for
about 41.07% of the total variance and factor 2 about 14.82% of the total variance.
For this task, the cumulative variance extracted is 55.88%. The sums of square of all
the variables in given factors are called the Eigen values. If Eigen value is greater than
1, it becomes factor. In similar pattern, sum of square of a variable across factors are
called communalities. As a threshold level, communalities should be greater than .5.
There are several methods available for rotating factor matrix. The one used in this
analysis is Varimax Rotation. This is the most commonly used method and attempts
to minimize the number of variables that have high loadings on a factor. This should
enhance the interpretability of the factors. The Rotated Component Matrix using
Varimax rotation is given in the above table, where each factor identifies itself with a
few set of variables.
Summary
Thus, the 10 variables in the data were reduced to 2 factor models. Factor 1 names as
Quality oriented value and Factor 2 as Social Status.
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Descriptive Statistics of Attributes
Table 4-41: Mean and Std. Deviation Scores of Attributes
Attributes Count Mean Std.
Deviation
Price influences purchasing decision of Branded Gold jewellery
400 3.96 1.07
Buy-back assurance Should be there from the outlet while buying Branded Gold jewellery
400 4.15 0.94
Resale value is assured in Branded Gold jewellery 400 3.98 0.97
Wearing Branded Gold jewellery during functions enhances your status
400 3.65 1.13
While purchasing branded gold jewellery I surely check for karat content
400 4.28 0.90
I feel distinct among friends when I wear Branded Gold jewellery
400 3.43 1.20
Content Assurance [ BIS 916] is reliable in Branded Gold jewellery
400 4.08 0.89
Branded Gold jewellery can be passed from one generation to other generation
400 3.90 1.09
Branded Gold jewellery assures the weight and value of components [ stones, pearls, gems etc.,]
400 3.99 0.95
Wearing Branded Gold Jewellery gives you higher satisfaction
400 3.73 1.06
I Prefer to possess more Branded Gold jewellery than unbranded
400 3.63 1.15
Type of Branded Gold Jewellery signifies the Social status of the person wearing it.
400 3.51 1.14
Branded Gold Jewellery makes you more fashionable or modern
400 3.64 1.11
Quality oriented value 400
4.06 0.66
Social Status 400
3.55 0.94
Branded Gold Jewellery Decision Making 400
3.77 0.79
The above table presents the count, mean and SDs of the various value dimensions.
The value dimension, ‘While purchasing branded gold jewellery I surely check for
karat content’, achieved the highest mean score of 4.28. This was followed by 'Buy-
back assurance should be there from the outlet while buying Branded Gold jewellery'
and 'Content Assurance [ BIS 916] is reliable in Branded Gold jewellery' which
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181
achieved mean scores of 4.15 and 4.08, respectively. The value dimensions, 'Quality
oriented value' and 'Branded Gold jewellery assures the weight and value of
components [ stones, pearls, gems etc.,] achieved mean scores of 4.06 and 3.99,
respectively.
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Correlation
Objective: To know relation between various value dimensions and identified
attributes (Model Testing)
Table 4-42: Sample Type – Testing
Statements Statistics
Branded Gold Jewellery Decision
Making
Price influences purchasing decision of Branded Gold jewellery
Wearing Branded Gold Jewellery gives you higher satisfaction
I Prefer to possess more Branded Gold jewellery than unbranded
Buy-back assurance Should be there from the
outlet while buying Branded Gold jewellery
Pearson Correlation
0.29** 0.24** 0.27**
Sig. (2-tailed) 0.00 0.00 0.00
N 400 400 400
Resale value is assured in Branded Gold jewellery
Pearson Correlation
0.17** 0.22** 0.29**
Sig. (2-tailed) 0.00 0.00 0.00
N 400 400 400
Content Assurance [ BIS 916] is reliable in Branded
Gold jewellery
Pearson Correlation
0.21** 0.39** 0.36**
Sig. (2-tailed) 0.00 0.00 0.00
N 400 400 400
Branded Gold jewellery can be passed from one
generation to other generation
Pearson Correlation
0.20** 0.33** 0.44**
Sig. (2-tailed) 0.00 0.00 0.00
N 400 400 400
Branded Gold jewellery assures the weight and value of components [
stones, pearls, gems etc.,]
Pearson Correlation
0.26** 0.41** 0.44
Sig. (2-tailed) 0.00 0.00 0.00**
N 400 400 400 *: Significant at 5% level
**: Significant at 1% level
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Graph 4-31: Sample Type – Testing
An analysis of the above table and chart brings out that:
Buy-back assurance Should be there from the outlet while buying Branded
Gold jewellery: The correlations of this value dimension with all the three
attributes (viz. 'Price influences purchasing decision of Branded Gold jewellery',
'Wearing Branded Gold Jewellery gives you higher satisfaction' and 'I Prefer to
possess more Branded Gold jewellery than unbranded') were found to be positive
and significant at 1% level.
Resale value is assured in Branded Gold jewellery: Like the above case, the
correlations of this value dimension with all the three attributes were found to be
positive and significant at 1% level.
0.29
0.17
0.21
0.20
0.26
0.24
0.22
0.39
0.33
0.41
0.27
0.29
0.36
0.44
0.44
0.00 0.05 0.10 0.15 0.20 0.25 0.30 0.35 0.40 0.45 0.50
Buy-back assurance Should be there from the outlet while buying Branded Gold
jewellery
Resale value is assured in Branded Gold jewellery
Content Assurance [ BIS 916] is reliable in Branded Gold jewellery
Branded Gold jewellery can be passed from once generation to other generation
Branded Gold jewellery assures the weight and value of components [ stones,pearls,
gems etc.,]
Correlation Score
I Prefer to possess more Branded Gold jewellery than unbranded
Wearing Branded Gold Jewellery gives you higher satisfaction
Price influences purchasing decision of Branded Gold jewellery
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184
Content Assurance [ BIS 916] is reliable in Branded Gold jewellery: This also
follows the same pattern as above. The correlations of this value dimension were
also found to be positive and significant (at 1% level) with all the three attributes.
Branded Gold jewellery can be passed from one generation to other
generation: Like the above cases, the correlations of this value dimension with all
the three attributes were found to be positive and significant (at 1% level) with all
the three attributes.
Branded Gold jewellery assures the weight and value of components
[ stones, pearls, gems etc.,]: Like the above four cases, the correlations of this
value dimension with all the three attributes were found to be positive and
significant (at 1% level).
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Objective: To know relation between various value dimensions and identified
attributes (Validation phase)
Table 4-43: Sample Type – Model Validation
Price influences purchasing decision of Branded Gold jewellery
Wearing Branded Gold Jewellery gives you higher satisfaction
I Prefer to possess more Branded Gold jewellery than unbranded
Buy-back assurance Should be there from
the outlet while buying Branded Gold
jewellery
Pearson Correlation 0.20 0.09 0.28**
Sig. (2-tailed) 0.05 0.36 0.00
N 100 100 100
Resale value is assured in Branded
Gold jewellery
Pearson Correlation 0.22* 0.46** 0.43**
Sig. (2-tailed) 0.03 0.00 0.00
N 100 100 100
Content Assurance [ BIS 916] is reliable
in Branded Gold jewellery
Pearson Correlation 0.18 0.20 0.30**
Sig. (2-tailed) 0.07 0.05 0.00
N 100 100 100
Branded Gold jewellery can be passed from one
generation to other generation
Pearson Correlation 0.24* 0.43** 0.52**
Sig. (2-tailed) 0.02 0.00 0.00
N 100 100 100
Branded Gold jewellery assures
the weight and value of components
[ stones, pearls, gems etc.,]
Pearson Correlation 0.25* 0.26* 0.47**
Sig. (2-tailed) 0.01 0.01 0.00
N 100 100 100
*: Significant at 5% level
**: Significant at 1% level
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Graph 4-32: Sample Type – Validation
An analysis of the above table and chart brings out that:
Buy-back assurance should be there from the outlet while buying Branded
Gold jewellery: The correlation of this value dimension with ‘I prefer to possess
more Branded Gold jewellery than unbranded’ was found to be positive and
significant (at 1% level). The correlation of this value dimension with ‘Price
influences purchasing decision of Branded Gold jewellery’ and ‘Wearing Branded
Gold Jewellery gives you higher satisfaction’ was found to be positive but not
significant.
Resale value is assured in Branded Gold jewellery: The correlation of this
value dimension with ‘Price influences purchasing decision of Branded Gold
jewellery’ was found to be positive and significant (at 5% level). With the
remaining twp attributes, the correlation of this value dimension was found to be
positive and significant at 1% level.
Content Assurance [BIS 916] is reliable in Branded Gold jewellery: The
correlation of this value dimension was found to be positive and significant only
0.20
0.22
0.18
0.24
0.25
0.09
0.46
0.20
0.43
0.26
0.28
0.43
0.30
0.52
0.47
0.00 0.10 0.20 0.30 0.40 0.50 0.60
Buy-back assurance Should be there from the outlet while buying Branded Gold …
Resale value is assured in Branded Gold jewellery
Content Assurance [ BIS 916] is reliable in Branded Gold jewellery
Branded Gold jewellery can be passed from once generation to other generation
Branded Gold jewellery assures the weight and value of components [ stones,pearls, …
Correlation Score
I Prefer to possess more Branded Gold jewellery than unbranded Wearing Branded Gold Jewellery gives you higher satisfaction Price influences purchasing decision of Branded Gold jewellery
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with ‘'I prefer to possess more Branded Gold jewellery than unbranded'. With the
other two attributes, the correlation was found to be positive but not significant.
Branded Gold jewellery can be passed from one generation to other
generation: At 1% level, the correlation of this value dimension was found to be
positive and significant with ‘Wearing Branded Gold Jewellery gives you higher
satisfaction' and 'I Prefer to possess more Branded Gold jewellery than
unbranded'. At 5% level, the correlation of this value dimension was found to be
positive and significant with ‘Price influences purchasing decision of Branded
Gold jewellery'.
Branded Gold jewellery assures the weight and value of components [stones,
pearls, gems etc.,]: The correlation of this value dimension was found to be
positive and significant (at 1% level) with 'I Prefer to possess more Branded Gold
jewellery than unbranded'. The correlation was found to be positive and
significant (at 5% level) with the other two attributes (i.e. ‘Price influences
purchasing decision of Branded Gold jewellery' and 'Wearing Branded Gold
Jewellery gives you higher satisfaction').
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188
Objective: To know linear relation between various value dimensions and identified
attributes (Model Testing)
Table 4-44: Sample Type-Testing -linear relation between various value dimensions and
identified attributes (
Price influences purchasing decision of Branded Gold jewellery
Wearing Branded Gold Jewellery gives you higher satisfaction
I Prefer to possess more Branded Gold jewellery than unbranded
Wearing Branded Gold jewellery during functions
enhances your status
Pearson Correlation
0.20** 0.52** 0.37**
Sig. (2-tailed) 0.00 0.00 0.00
N 400 400 400
I feel distinct among friends when I wear Branded Gold
jewellery
Pearson Correlation
0.17** 0.46** 0.36**
Sig. (2-tailed) 0.00 0.00 0.00
N 400 400 400
Type of Branded Gold Jewellery signifies the Social status of the person wearing
it.
Pearson Correlation
0.16** 0.45** 0.42**
Sig. (2-tailed) 0.00 0.00 0.00
N 400 400 400
Branded Gold Jewellery makes you more fashionable
or modern
Pearson Correlation
0.16** 0.56** 0.47**
Sig. (2-tailed) 0.00 0.00 0.00
N 400 400 400
While purchasing branded gold jewellery I surely check
for karat content
Pearson Correlation
0.22** 0.26** 0.21**
Sig. (2-tailed) 0.00 0.00 0.00
N 400 400 400
*: Significant at 5% level
**: Significant at 1% level
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Graph 4-33: Sample Type-Testing
An analysis of the above table and chart brings out that:
Wearing Branded Gold jewellery during functions enhances your status: The
correlations of this value dimension with all the three attributes (viz., 'Price
influences purchasing decision of Branded Gold jewellery', 'Wearing Branded
Gold Jewellery gives you higher satisfaction' and 'I Prefer to possess more
Branded Gold jewellery than unbranded') were found to be positive and
significant (at 1% level).
I feel distinct among friends when I wear Branded Gold jewellery: Like the
above case, the correlations of this value dimension with all the three attributes
were found to be positive and significant (at 1% level) with all the three attributes.
Type of Branded Gold Jewellery signifies the Social status of the person
wearing it: Like the above two cases, the correlations of this value dimension
were found to be positive and significant (at 1% level) with all the three attributes.
0.20
0.17
0.16
0.16
0.22
0.52
0.46
0.45
0.56
0.26
0.37
0.36
0.42
0.47
0.21
0.00 0.10 0.20 0.30 0.40 0.50 0.60
Wearing Branded Gold jewellery during functions enhances your status
I feel distinct among friends when I wear Branded Gold jewellery
Type of Branded Gold Jewellery signifies the Social status of the person wearing it.
Branded Gold Jewellery makes you more fashionable or modern
While purchasing branded gold jewellery I surely check for karat content
Correlation Score
I Prefer to possess more Branded Gold jewellery than unbranded
Wearing Branded Gold Jewellery gives you higher satisfaction
Price influences purchasing decision of Branded Gold jewellery
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190
Branded Gold Jewellery makes you more fashionable or modern: Like the
above cases, the correlations of this value dimension were found to be positive
and significant (at 1% level) with all the three attributes.
While purchasing branded gold jewellery I surely check for karat content:
Like the above cases, the correlations of this value dimension were found to be
positive and significant (at 1% level) with all the three attributes.
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191
Objective: To know relation between various value dimensions and identified
attributes (Validation phase)
Table 4-45: Sample Type – Validation
Price influences purchasing decision of Branded Gold jewellery
Wearing Branded Gold Jewellery gives you higher satisfaction
I Prefer to possess more Branded Gold jewellery than unbranded
Wearing Branded Gold jewellery during functions
enhances your status
Pearson Correlation
0.33** 0.41** 0.34**
Sig. (2-tailed) 0.00 0.00 0.00
N 100 100 100
I feel distinct among friends when I wear
Branded Gold jewellery
Pearson Correlation
0.35** 0.43** 0.29**
Sig. (2-tailed) 0.00 0.00 0.00
N 100 100 100
Type of Branded Gold Jewellery signifies the
Social status of the person wearing it.
Pearson Correlation
0.41** 0.43** 0.37**
Sig. (2-tailed) 0.00 0.00 0.00
N 100 100 100
Branded Gold Jewellery makes you more
fashionable or modern
Pearson Correlation
0.21* 0.48** 0.31**
Sig. (2-tailed) 0.03 0.00 0.00
N 100 100 100
While purchasing branded gold jewellery I surely
check for karat content
Pearson Correlation
0.21* 0.46** 0.45**
Sig. (2-tailed) 0.04 0.00 0.00
N 100 100 100
*: Significant at 5% level
**: Significant at 1% level
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Graph 4-34: Sample Type – Validation
An analysis of the above table and chart brings out that:
Wearing Branded Gold jewellery during functions enhances your status: The
correlations of this value dimension with all the three attributes (viz., 'Price
influences purchasing decision of Branded Gold jewellery', 'Wearing Branded
Gold Jewellery gives you higher satisfaction' and 'I Prefer to possess more
Branded Gold jewellery than unbranded') were found to be positive and
significant (at 1% level).
I feel distinct among friends when I wear Branded Gold jewellery: Like the
above case, the correlations of this value dimension with all the three attributes
were found to be positive and significant (at 1% level) with all the three attributes
Type of Branded Gold Jewellery signifies the Social status of the person
wearing it: Like the above two cases, the correlations of this value dimension
were found to be positive and significant (at 1% level) with all the three attributes.
0.33
0.35
0.41
0.21
0.21
0.41
0.43
0.43
0.48
0.46
0.34
0.29
0.37
0.31
0.45
0.00 0.05 0.10 0.15 0.20 0.25 0.30 0.35 0.40 0.45 0.50
Wearing Branded Gold jewellery during functions enhances your status
I feel distinct among friends when I wear Branded Gold jewellery
Type of Branded Gold Jewellery signifies the Social status of the person wearing it.
Branded Gold Jewellery makes you more fashionable or modern
While purchasing branded gold jewellery I surely check for karat content
Correlation Score
I Prefer to possess more Branded Gold jewellery than unbranded
Wearing Branded Gold Jewellery gives you higher satisfaction
Price influences purchasing decision of Branded Gold jewellery
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193
Branded Gold Jewellery makes you more fashionable or modern: The
correlations of this value dimension with 'Wearing Branded Gold Jewellery gives
you higher satisfaction' and 'I Prefer to possess more Branded Gold jewellery than
unbranded' were found to be positive and significant (at 1% level). The correlation
of this value dimension with the third attribute (viz. ‘Price influences purchasing
decision of Branded Gold jewellery') was found to be positive and significant at
5% level.
While purchasing branded gold jewellery I surely check for karat content:
The correlations of this value dimension with two attributes (viz. 'Wearing
Branded Gold Jewellery gives you higher satisfaction' and 'I Prefer to possess
more Branded Gold jewellery than unbranded') were found to be positive and
significant (at 1% level). The correlation of this value dimension with the third
attribute (viz. ‘Price influences purchasing decision of Branded Gold jewellery')
was found to be positive and significant at 5% level.
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194
Regression – Sample Type Testing
HO: There is no linear relationship existing between social status, quality oriented
value and branded gold jewellery decision making.
HA: There is a linear relationship existing between social status, quality oriented
value and branded gold jewellery decision making.
Table 4-46 Regression Model Testing
Dependent Variable
Branded Gold Jewellery Decision Making
• R=0.684
• R Square=0.47
• Adj. R Square=0.46
• Std. Error=0.58
Variables Entered - Social Status, Quality oriented value
Method - Enter
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Table 4-47: ANOVA
ANOVA
Model Sum of Squares df Mean
Square F Sig.
Branded Gold
Jewellery Decision Making
Regression 117.24 2 58.62 174.27 0.000**
Residual 133.54 397 0.34
Total 250.78 400
*: Significant at 5% level
Table 4-48 Coefficients
Model Unstandardized
Coefficients Standardized Coefficients
t Sig.
B Std.
Error Beta
Branded Gold
Jewellery Decision Making
Constant 0.65 0.18 3.53 0.000
Social
Status
0.47 0.05 0.39 9.32 0.000*
Quality
Oriented
Value
0.34 0.03 0.41 9.82 0.000*
*: Significant at 1% level
The correlation coefficient value (R) is 0.684 for Model1, which exhibits a good
amount of correlation between the independent variables (social status and quality
oriented value) and dependent variable (branded gold jewellery decision making),
with the F-ratio being 174.27 and its associated significance level being small
(P<0.01). The R square value gives us the goodness of fit of the regression model.
That is, the amount of variability explained by the whole of the selected predictor
variables in the model for 47.0% (R2%=.47 * x100) of variation in the dependent
variable (branded gold jewellery decision making). With social status and quality
oriented value, it has a linear relationship (as the signs between the variables are also
expected).
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196
Figure 4-1 Model – Outcome
Social Status
Signifies the Social status of the
person wearing it.
Feeling distinct among friends
when Branded Gold jewellery
worn
Enhancement of status due to
wearing of Branded Gold
jewellery during functions
Be fashionable or modern by
wearing Branded Gold
Jewellery
Quality Oriented Value
Buy-back assurance Should be
there from the outlet while
buying Branded Gold jewellery
Resale value is assured in
Branded Gold jewellery
Content Assurance [ BIS 916] is
reliable in Branded Gold
jewellery
check for karat content while
purchasing branded gold
jewellery
Branded Gold jewellery
assures the weight and value of
components [ stones, pearls,
gems etc.,]
. 39*
. 41*
Branded Gold Jewellery
Decision Making
Preference to possess
more Branded Gold
jewellery than unbranded
Type of Branded Gold
Jewellery signifies the
Social status of the person
wearing it.
Being more fashionable
or modern
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197
Regression – Sample Type Validation
Objective: To know the impact of social status and quality oriented value on branded
gold jewellery decision making.
HO: There is no linear relationship existing between social status, quality oriented
value and branded gold jewellery decision making.
HA: There is a linear relationship existing between social status, quality oriented
value and branded gold jewellery decision making.
Table 4-49: Regression Model
The above table shows social status and quality oriented value as Independent
variable and branded gold jewellery decision making as Dependent variables.
Dependent Variable
Branded Gold Jewellery Decision Making
• R=0.755
• R Square=0.57
• Adj. R Square=0.56
• Std. Error=0.47
Variables Entered - Social Status, Quality oriented value
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Table 4-50: ANOVA
ANOVA
Model Sum of Squares df Mean Square F Sig.
Branded Gold
Jewellery Decision Making
Regression 28.85 2 14.42 64.48 0.000**
Residual 21.70 97 0.22
Total 50.55 99
*: Significant at 1% level
Table 4-51: Coefficients
Model Unstandardized
Coefficients Standardized Coefficients
t Sig.
B Std. Error Beta
Branded Gold
Jewellery Decision Making
Constant 0.32 0.32
1.00 0.322
Social
Status 0.56 0.09 0.47 6.25 0.000*
Quality
Oriented
Value
0.32 0.06 0.40 5.35 0.000*
*: Significant at 1% level
The results of the analysis are shown in the above tables. It is seen from the tables
that:
The correlation coefficient value (R) is 0.755 for Model1, which exhibits a good
amount of correlation between the independent variables (social status and quality
oriented value) and dependent variable (branded gold jewellery decision making),
with the F-ratio being 64.48 and its associated significance level being small
(P<0.01). The R square value gives us the goodness of fit of the regression model.
That is, the amount of variability explained by the whole of the selected predictor
variables in the model for 57.0% (R2%=.57 * x100) of variation in the dependent
variable (branded gold jewellery decision making). Thus, with social status and
quality oriented value, it has a linear relationship (as the signs between the variables
are also expected).
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