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SUMMER PROJECT REPORT

Devising Customer Feedback Management System


and
Study the consumer buying behavior for jewellery
products
For
Maya Jewels By Gitanjali
Prepared for the Mumbai University in the partial
fulfillment of therequirement for the award of the
degree in MASTERS OF MANAGEMENT STUDIES

Submitted By:
Swati Nair
Roll No:55
MMS-II(Marketing)

Under the guidance of


Mrs.Vaishali Kulkarni

SFIMAR

St Francis Institute Of Management And Research,


Mt. Poinsur,
S.V.P Road, Borivali (W) Mumbai.
Batch- 2011-2013
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ACKNOWLEDGEMENT
I am extremely grateful towards people who have guided me in preparing this project.
I take this opportunity to thank all the people without whose help, guidance and inputs
it would not have been possible to make such an extensive project report.
I would like to thank my College guide Mrs.Vaishali Kulkarni who has guided me
through out my project
I would also like to thank my corporate guide Mr. Mukesh Gajra (VP-Retail
Operations) & Mr. Tino Gonsalves (Sr. Marketing Manager) for their continuous
support by providing me with necessary information on time.

DECLARATION
I hereby declare that the following project report Customer Feedback
Management System For Maya Jewels By Gitanjali and study the consumer
buying behavior for jewellery products compiled by me under the guidance of any
my college guide Mrs.Vaishali Kulkarni and my coporate guide Mr Tino
Gonsalves is an original work & the information submitted is true, appropriate and to
the best of my knowledge.

Swati Nair

Mr.Tino Gonsalves
(Company Guide)
Mrs.Vaishali Kulkarni
(Project Guide)

MMS II [Marketing]

EXECUTIVE SUMMERY
Customer feedback management system is a mechanism that allows one to gain
responses of customers about what they feel about a particular product or service.
Feedback could be in a form of a complaint or suggestions about a product or service.
Maya Jewels have not implemented a customer feedback system till date.
The main competitors of Maya Jewels are TBZ and Tanishq.As compared to both,
Maya jewels has not been able to reach the benchmark that TBZ and Tanishq has
achieved.
Therefore to understand exactly why Maya Jewels has been lacking behind a
customer feedback system has been developed to understand the customers that buy
or dont buy jewellery from Maya Jewels.
For that purpose,first secondary data research was conducted to find about various
customer feedback mechanisms that have been implemented.
Secondly,a informal discussion with different jewellery /Non jewellery retail stores
was undertaken to understand their mechanism of feedback.
Later a feedback form is designed based on the informal discussion and secondary
data that was found about jewellery items.Feedback forms are designed by the graphic
designers in the organization
Along with feedback forms, incentives have been introduced for customers and sales
representatives.
Finally a mechanism was created which defines the process of feedback.
For Maya Jewels ,customer satisfaction is the ultimate motive.Maya Jewels came into
existence on September 2011.Since they are new to the jewellary industry ,they
wanted a to know the basic need and want for a jewellery product.
Hence this project was undertaken to understand the consumers perception about
Maya Jewels and what are their desires and need for their jewellery.Maya Jewels are
also in apparels. But the wanted to focus more on the jewellery aspect

Hence a small research survey was conduct for 20 days outside the store when the
main target audience were females.
This project will help Maya Jewels to figure where they are lacking behind in terms
of quality,design,price,purity etc of the product.
The survey will also help Maya Jewels coming up with ideas of how to increase their
brand awareness and how to introduce new ideas and schemes for their jewellery.

INDEX
Sr.No

Topic

Pg.No

1.
2.

Company Profile
Departmental Chart

7
11

3.

Part 1

13

5.
6.
7.
8.
9.
10.
11.
12.

Drawbacks of existing
development
Need for study
Objectives
Research Methodology
Collection of data
Mechanism
Implementation
Limitation
Future Scope

system/opportunity

for 14
15
17
18
19
20
36
36
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1.

Part 2

37.

2.
3.
4.
5.
6.
7.
8.
9.
10.
11.

Need for Study


Objectives
Research Methodology
Analysis and Implementation
General Findings
Limitations
Future Scope
Recommendations and Conclusions
Bibliography/References
Survey Form

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38
38
39
45
46
46
47
48
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INTRODUCTION TO COMPANY PROFILE

Gitanjali Lifestyle Limited(GLL)


Gitanjali Lifestyle Ltd, incorporated in 2007 is the luxury & retail arm of The
Gitanjali Group, with a turnover of US $ 1 billion with an experience of 40 yrs in the
branded jewelry segment. This new venture aspires to tap the unexplored luxury &
premium retail segment of the society. The group has forayed into Retail of Luxury
& Lifestyle Products with an intention of opening stores in premium market places.
Gitanjali Lifestyle has taken an evaluated decision to venture into the business of
Retailing Branded Lifestyle Products. The arm brings in a plethora of brands that
are synonymous with luxury & style. The stores will be the prime destination for
individuals who have a high fashion quotient, covering all aspects of lifestyle
retailing, combining Jewellery, Watches, Silverware, Perfumes & Cosmetics, Leather
&

Accessories.

The stores will be in multi formats ranging from 500 sq ft mini stores to 25,000 sq ft
departmental stores. Besides these there are two malls of about 2 lac sq. ft each in the
pipeline. Lifestyle formats business intends to open the franchise formats to expedite
the growth of its upcoming projects.

Maya Jewels
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The stores combine the advantages of branded jewellery outlets with the advantages
of a traditional jeweler, giving the customer an exciting mix of the best of both
worlds. Targets the midsegmet
A new chain of stores that offers most of the conveniences associated with modern
retail as well as the benefits of the traditional family jewellers, giving the customer an
exciting mix of the best of both worlds
The stores offer a wide assortment of products, from dazzling diamonds and glittering
gold jewellery to glamorous personalized precious accessories. While a few of these
are from well known and established brands such as Maya Gold ( 100% BIS Hall
Mark Jewellery), Maya Diamonds, Maya Pearls, Adler & Roth, Nakshatra,
Parineeta,Gili and others, a large part of the offerings are open price jewellery
products where there is complete transparency for the customers.

Jewelsouk
A multi-brand, multi-category lifestyle store chain that brings together all major
jewellery brands under one roof, marking a new landmark in the development of the
modern, organized segment of the Indian retail jewellery trade, which is today
estimated to have a turnover of Rs 5,00,000 crore, of which nearly 60 percent is from
the burgeoning domestic market.
Jewelsouk will serve as a platform for leading fine jewellery, fashion jewellery and
watches brands to come together under one roof and offer a wide variety to the
consumer. The emphasis in the new format will be on offering consumers easy access
to a wide range of national and international brands in a unique ambience that aims to
make shopping more pleasurable and more convenient. This new format is being
introduced at the International Terminal of the Mumbai airport and will subsequently
be extended to other lifestyle and luxury department stores that are emerging in the
metros and Tier II cities. This will include premier shopping destinations such as
Walmart, Centrals, Spencers, Star Bazaar, Kapsons and leading stand alone
departmental stores.
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The Indian consumer is demanding a shopping experience that offers both the variety
of choice and the high levels of quality that she enjoys in other leading international
cities. JewelSouk aims to satisfy that need and boost the modern retail segment of the
trade. It will offer exquisite jewellery and a few other branded lifestyle accessories to
satisfy every type of taste.

Giantti
The perfect destination for the connoisseur of high end luxury jewellery, offering an
array of haute couture Indian and international brands with an exquisite allure and
appeal. With gorgeous interiors that provide a unique international ambience and
professional guidance and personal attention from expert jewellers, its the ideal
destination for the woman who likes to choose in comfort and with care

Adler and Roth (ANR)


Adler & Roth is a range of eclectic silver centerpieces across different categories with
a design and finish that speaks of a rich European heritage yet has a modern and very
contemporary feel. It consists of religious idols and spiritual symbols that are at once
both traditional and trendy, and decorative objects and items for your home or office.
Some of the pieces have an aesthetic blend of precious metal with out-of-the-ordinary
items like wood, stone, clay, crystals, and semi-precious stones. The intricate designs
and delicate filigree work give the collection an exotic and exclusive finish. Each
piece is a unique, limited edition design conceptualized and created by a dedicated
and experienced design team and then crafted with the utmost care by a team of
highly skilled master craftsmen. Created using the finest quality of silver and
materials, the brand is also an environment friendly product made from a base of biodegradable terracotta clay.
Through this store the Indian consumers are offered unique and contemporary
sculptures which make the perfect gifting item, the brand has a unique signature style
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and an elegant, premium look and feel which adds a dash of character to your home or
office. With this flagship store we will provide consumers an enhanced shopping
experience and offer beautiful creations which are sure to leave you mesmerized.

DEPARMENTAL CHART OF GLL MARKETING


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Sr. Mgr
Marketing &
VM

MgrMarketing
Store(
)Fornmat 1

Mgr Marketing
Store Format(
)2

Exec-(
)Mktng

Assist-Mgr
)VM(

Graphic(
)Designer 1

Assist Mgr
)VM(

Graphic(
)Designer 2

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The Marketing department is responsible for all the marketing activities that happen
in GLL.Every store format will have on marketing manager who is responsible for
activities like promotions, ATL/BTL activities, product, pricing, locations etc, event
management etc.
The Department also has graphic designers who are responsible for making the logos,
taglines, pamphlets, vouchers, danglers etc mostly into BTL activities. The graphic
designers are a Pro within the graphic design and graphic arts industry who assembles
together images, typography or motion graphics to create a piece of design. A graphic
designer creates the graphics primarily for Branding, published, printed or electronic
media,
GLL also has a visual merchandising team. Visual merchandising is the activity and
profession of developing floor plans and three-dimensional displays in order to
maximize sales. Visual merchandising commonly occurs in retail spaces such as retail
stores and trade shows.
The purpose of visual merchandising is to:

Make it easier for the customer to locate the desired category and
merchandise.

Make it easier for the customer to self-select.

Make it possible for the shopper to co-ordinate and accessories.

Recommend, highlight and demonstrate particular products at strategic


locations.

Educate the customer about the product in an effective & creative way.

All the above managers are suppose to report to the Senior marketing manager who is
responsible for the entire marketing department. Note that the Marketing and Sales
departments are two differ departments in GLL

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Part- I

To develop an effective customer feedback management system and to ensure proper


communication between the customers, retail stores and head offices for Maya Jewles

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DRAWBACKS OF EXISTING SYSTEM


The current system that the organization follows is each retail store has a visitors
book.
The visitors book contains three columns namely Name of the customer,
Telephone number and Comments.
Normally the comments are short E.g. Good,Satisfactory,Not happy, Didnt like
anything etc
It is very difficult to interpret these comments that the customer have written.
As a result the organization fails to realize as to why customers arent satisfied
with their store products.
Also they fail to understand the need of the customer
Moreover it is not guaranteed that the customer have written down the details.
Incidents have occurred where the store manager has asked the name and phone
number of the customer and themselves put the comments which could be false
A proper customer feedback system has not yet been implemented in this
organization.
The current system(Visitors book) can be developed by providing a better
customer feedback form having relevant questions that can be easily understood
by the customers, less time consuming and hence gives the organization an
opportunity to bridge the gap between the customers and the store products.

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NEED FOR STUDY


Many new business owners and directors of limited companies are scared of
feedback. The reasoning is quite simple. People dont generally go out of their way to
give positive comments, but are more than happy to write a complaint, grumble or
negative thought when they feel they have been wronged. Of course the truth of the
matter is both sorts of feedback are useful in one way or another.
Further still, negative feedback may well be more useful than positive comments.
Unfortunately because of the nature of human beings the number of negative
comments is far likely to outweigh the number of positive, but this isnt necessarily a
bad thing, nor is it a sign that youre business doing a terrible job. It just shows there
is room for improvement.
A good business will take the negative comments on board and adapt the way it
operates in order to please those few people who are unhappy and hopefully improve
the overall quality of customer care within the business. Of course drastic changes
may not be the best course of action as you may end up displeasing the customers
who are happy, which is why actively seeking customer feedback is a good plan.
Get Honest Opinions
Customer feedback is a vital way to get honest opinions on your services or products
from people who are familiar with them. These opinions can make it easier to get into
the minds of the most important critics.
Improve Relations
When customers feel that a business truly cares about them and what they think, they
may be more likely to be loyal customers. When a business makes changes according
to feedback, it shows that they truly listen and respect those opinions.

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Inexpensive Business Advice


Some businesses pay thousands of dollars for someone to come in and tell them what
improvements need to be made to the business to get more customers. Customer
feedback is essentially inexpensive business advice directly from the source.
More Customers
When a business is willing to receive feedback and listen to it, word spreads and more
customers may be willing to give you a shot based on your commitment to excellent
customer service.
Positive Changes
A business does not like to brag about the negative aspects of their operation; they
want to have mostly positive things to say. Customer feedback can mean positive
changes according to their comments, which could mean a better reputation and more
money for the business.

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OBJECTIVES

1) To develop a customer feedback system for GLL (Maya Jewels) in order to


understand the requirement of the target customers
2) To study and develop a systematic approach in bridging the gap between the
customers and Maya outlets.

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RESEARCH METHODOLOGY
The research design used was exploratory and descriptive in nature

Area of Study
The feedback system was developed for all the Maya Jewels stores all over India.

Period of study
The concept of feedback system has been in India for a very long time. But as of now
Maya jewels has not implemented the feedback system in their store. So first a
Feedback system was needed to be developed and the further Analysis would be done.

Collection of data
The data collection approach was through both primary and secondary data.
For

the

feedback

system

an

informal

discussion

with

different

retail

stores(jewellery /Non-Jewellery) manager was conducted to understand their feedback


system and accordingly develop a feedback mechanism for Maya Jewels.
f

Tanishq feedback System


Tanishq had a proper feedback system maintained.They had two feedback forms i.e
Purchasers and Non-Purchasers.Also Tanishq provided a Voice form in case of any
complains from the customers
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Visitors Book
A Visitors Book is a book for a visitor to acknowledge their visitation to a site,
physical or web-based, and leave their name, postal or address (if desired), and a
comment or note, if desired.
Most of the retail stores visited maintained a Visitors Book

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MECHANISM OF FEEDBACK IN MAYA JEWELS


Feedback form for Maya jewels By Gitanjali

Front side

Back side

CLOSED LOOP FEEDBACK

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The Feedback forms would be send across from the H.O to the stores
The forms will be placed in a dispenser near the cash counter

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Dispenser

The type of dispensers available in the market are the following:

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23

24

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H.O sends forms

1. Marketing couriers the feedback forms to the store


2. RSMs are informed about the details and quantities of forms sent to their
respective stores
3. Marketing briefs the RSMs on the process for the feedback form based on the
following deck

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Guidelines
1. All feedback forms are serial numbered
2. Sales staff to ensure that they get feedback from shoppers as well as non
shoppers
3. Feedback form Target: Basically it should be half of our monthly footfall.
E.G. if the footfall is 500 PM then we should be able to fill at least 250
feedbacks forms
4. Customer Incentive: Gift/Reward Coupons (Conditional voucher on
Diamond Jewellery) can be given to the customers for filling the feedback
form.

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Voucher(For customer incentive)

Along with the voucher following items also will be given:


Swarna Mangal (Gold price protection plan) and Shagun (Jewellery saving plan)
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Out Side

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Inside

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Jewellery Cleaning Card

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Customer fill the Form

1. The customer must be approached to fill the form when he/she has already
selected the product and ready to proceed for billing
2. In case of non shoppers they should be approached when they make their
closing remark of Thank you we will be back
3. Take time and approach with a smile
4. Employee will be rewarded with a appreciation certificate if the number of
feedback forms collected is above the target number

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Send the feedback to the H.O

1. The filled forms should be kept separately and a backup of the same should be
maintained in excel
2. The store manager is responsible to ensure that the filled forms are dispatched
to HO every TUESDAY
3. A special column to be added in the DSR for the number of Feedback forms
filled
4. The feedback form has be couriered at the following address:

To,

xxxxxxTransmission House, Plot No. 6/19, marol Co Op Ind. Estate Near


Marol Bhavan Andheri East, Mumbai 400 059

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Revert Back

1. The forms received at the H.O will be analyzed.

2. After analyzing the feedback, the H.O will revert on the actions to be taken on
the feedback from the customers.

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IMPLEMENTATION
The above feedback mechanism has been implement from 1st july 2012 onwards.

LIMITATIONS
Due to time constraint ,analysis of the feedback forms could not be conducted.

FUTURE SCOPE
Analysis of the feedback forms can done after 1 month of the implementation

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Part 2:
To study the buying behavior of consumers for jewellery products for Maya Jewels

NEED FOR STUDY


The "Consumers" or the "Customers" play a very critical role as these are the people
who finally BUY the goods & services of the organization, and the firm is always on
the move to make them buy so as to earn revenue.
The study of consumer behavior (CB) is very important to the marketers because it
enables them to understand and predict buying behavior of consumers in the
marketplace; it is concerned not only with what consumers buy, but also with why
they buy it, when and where and how they buy it, and how often they buy it, and also
how they consume it & dispose it. Consumer research is the methodology used to
study consumer behaviour; it takes place at every phase of the consumption process:
before the purchase, during the purchase, and after the purchase.
The study of consumer behavior helps management understand consumers' needs so
as to recognize the potential for the trend of development of change in consumer
requirements and new technology. And also to articulate the new thing in terms of the
consumers' needs so that it will be accepted in the market well.
Consumer buying behavior for luxury products is very different. Luxury products
arent bought at every moment.Jewellery being a luxury product is not bought quite
often. Customers especially women tend to be very choosy when it comes to jewellery
.They have their own taste of design,quality,making of the gold,price,brand etc.Maya
Jewels wants to understand whatar the needs and wants of the customers in terms of
the

jewellery.

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OBJECTIVES
To understand the buying behavior of jewellery products for Maya jewels.

RESEARCH METHODOLOGY
Research Design: Exploratory and Descriptive
Sample Size : 40
Sampling Technique: Convience Sampling

Data Collection
Data collection was done through a survey that was conducted in the regions where
Maya Jewels by Gitanjali was located.

SURVEY ANALYSIS AND INTERPRETATIONS


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1) Name:
Age:
Location:
Occupations:
Most of the Women that were targeted were either working or were
housewives
2) Which store comes to your mind when you hear the word jewellery?

15%

50%
35%

Tanishque
TBZ
Others

50% of the sample size think about Tanishq when they want to buy
jewellery.This shows that Tanishq has managed to put its name into the
consumers minds which indicates their affectiveness of

their brand

awareness

3) Have you heard of Maya Jewels by Gitanjali?

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25%
Yes
75%

No

75% of the sample size have heard about Maya Jewels by


Gitanjali.Here they are aware about the existence of Maya Jewels
4) How did you come to know about Maya Jewels?

10%
45%
45%

Newspaper
T.V Ads
Friends/Family
Others

45% of the sample size came to know about Maya jewels from Newspaper
and T.V .This shows that the population gain information about the jewellery
products through newspaper and T.v ads

5) Have you ever purchased any jewellery from Maya Jewels by Gitanjali?

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2%

No
98%

Yes

6) When are the major times do you purchase jewellery in your community?(If

festivals, Please Specify)


Marriages
Festivals
Birthdays

7) What kind of jewellery is preferred during weddings in your community?

(Community Name)
Kerala Traditionally brides are adorned from head to toe with gold ornaments,

these days diamonds are also gaining popularity


An entire set consisting of a necklace, earrings, ring, bangle. Single units of

chains with pendants/rings/earrings (as gifts). (East Indian Community)


Almost all the communities prefer gold chain and necklaces

8) What kind of jewellery do you buy?

40

5%

10%
35%

Gold
Diamonds

25%

Silver
25%

Pearls
Others

35% of the population buy gold and 25% population bought diamonds.
Remaining preferred pearls and other ornaments .This
9) You buy jewellery for

10%

10%

Festival
45%

35%

Birthdays
Investment purpose
Gifting
Others

45% of the sample size buy jewellery during festivals and 35% of them buy
during birthdays and 10% for investment purposes.This shows that women
normally purchase their jewellery during special occasions like AkshyaTritiya
etc.
10) How frequently do you buy jewellery in a year?

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50%

50%

once
twice

Jewellery being a luxury product ,they are bought only once or twice a year
11) Before making any jewellery purchase, do you compare the designs and the
prices of the same between the branded showrooms and local dealers?

25%
Yes
75%

No

75% of the sample size compare the jewellery with other branded jewellery
products.
12) Is attractive packaging Important to you?

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50%

50%
No
Yes

50% find that packing of the product is important whereas 50% find that it is
not important.
13) Factors that guide you while purchasing jewellery

6%6%
39%

Brand Image
Design,Price,Purity

50%

Promotion and offers


Others

45% find that design,price and purity of the product to be a guiding factor
in purchasing a jewellery product whereas 35% look out for the brand
image.

GENERAL FINDINGS
Though Maya jewels are known to all, they fail to let the customers in
purchasing their product.

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One of the reasons is that the making price of gold in Maya jewels is more as
compared to Tanishq.
Another reason is the brand awareness, Though Maya jewels come up with
promotions and offers time to time, they fail to register their brand name into
the consumers minds.

LIMITATIONS
Due to time constraint, large sample size wasnt taken
Some of the customers didnt entertain during the survey

FUTURE SCOPE
A further research can be conducted by Maya jewels where the sample size is
huge
A comparative study between Tanishq,TBZ and Maya Jewels could be
undertaken to understand where Maya jewels stand in the benchmark.
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Also research can be conducted about the various demands and wants of the
jewellery products in terms of designs,purity,price,quality etc for Maya jewels.

REOMMENDATIONS AND CONCLUSIONS


From the survey it is understood that Maya Jewels needs to increase their
brand awareness as most women think of Tanishq or TBZ when it come to
jewellery products
Maya Jewels must mainly focus their promotions and brand awareness
through Newspapers and T.V ads
Maya Jewels must come up with more offers during Festivals seasons as
women by jewellery during this time
Mainly Gold and diamond jewellery are preferred
They should concentrate more on the design, price and purity of the
jewellery because thats what women look out for .
Schemes on gold price can be taken in to consideration where customers
need not pay for the entire gold price.(SWARNA MANGAL,SHAGUN
PLAN etc)(Some stores have already implemented before)
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They must come up with time to time offers or discounts on gold prices
and diamonds.

REFERENCES
http://www.quintcareers.com/interview_question_database/interview_questions_15.ht
ml
http://home.ubalt.edu/ntsbpitt/Online%20Consumer%20Communities.pdf
http://www.slideshare.net/vishalbehani2507/consumer-buying-behaviour-perceptionabout-tanishq-the-jeweller
http://www.slideshare.net/musicoholic/tanishq-brand-analysis-by-anand
http://www.franchiseindia.com/business-opportunities/Retail/gitanjali-lifestyle/
http://www.ddamas.co.in/pages/FAQ---Ddamascoin/pgid-29353.aspx
http://www.exoticindiaart.com/jewelry.htm
http://marketingpractice.blogspot.com/2009/02/tanishq-revitaliser-of-tradition.html
http://www.oppapers.com/essays/Case-Study-Tanishq/164039

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SURVEY FORM
Sr.No

Dear Customer,
To ensure that we are able to serve you better, please take a few moments
to share your details/experience/feedback with us. We are committed to
ensuring that your privacy is protected. All information used is strictly for
internal use. It shall not be shared by third parties.

Name:
Age:
Occupation:
City:
Pincode:

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1. Which store comes to your mind when you hear the word jewellery?
2. Have you heard of Maya Jewels by Gitanjali?
a) Yes
b)No
3. How did you come to know about Maya Jewels?
a) Newspaper
b)Friends/Family
c)T.V Ads
d)Others
4. Have you ever purchased any jewellery from Maya Jewels by Gitanjali?
a) Yes (Please Specify)
b) No
5. When are the major times do you purchase jewellery in your
community?(If festivals, Please Specify)
6. What kind of jewellery is preferred during weddings in your
community?(Community Name)
7. What kind of jewellery do you buy?
a) Gold
b)Silver
c)Diamonds d)Pearls

e)Others

8. You buy jewellery for


a) Festival season
b)Birthday/Anniversary

c)Investment

purposed)Gifting
e)

Others

9. How frequently do you buy jewellery in a year?


10.How much do you generally spend on jewellery purchases?
11.Before making any jewellery purchase, do you compare the designs
and the prices of the same between the branded showrooms and local
dealers?
a)Yes

b)No

12.Is attractive packaging Important to you?


a) Yes
b)No
13.Factors that guide you while purchasing jewellery
a) Brand Image b)Design, Price ,Purity
c)Promotions and
offers
c) All the above
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Suggestions/Feedback

Thank You for your time!!!!!

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