RMB

Group 3

18P189 ARPIT SHRIVASTAVA

18P192 CHEEMALAPATI LAKSHMI BHARGAV
18P195 GEETA NEGI
18P198 JAIN NAMAN MAHENDRA
18P201 KOUSTUBH SHARMA
18P204 KUNAL GUPTA
Consumer Perception and behaviour in
retail jewellery industry

Aim- Find factors which influence the consumer buying decisions for a consumer living
in an urban area, aged above 25 years and average income p.a. above Rs. 3 lakh
 Literature review
T Chitradevi
2017 500
1. Majority of the respondents belong to the
female gender, and in age group of 41-50.
2. There is a relationship between consumer
preference for type of jewelery Products and
gender of the consumers.
3. There is a relationship between consumer
preference for type of jewelery Products and
age of the consumers.
Muhesh V, Dr. S Brindha
2018 223
1. The respondents are private employee
and professionals with an income of
below 5 Lakhs p.a. and prefer to buy
Diamond Jewellery through traditional
family retailers for Investment.
2. The basic motive to buy jewellery comes
out to be ‘Investment’ instead of ‘Status’
or ‘Occasions’.
Dr. R. Ganpathi, Mrs.
M. Lakshmi Priya 2010
250
1. The association between the sources of
awareness and the need for purchasing by
the respondents is significant.
2. The association between the frequency of
purchases and the jewels preferred by the
respondents is significant.
Dr. Aarti Deveshwar,
Ms. Rajesh Kumari 2016
100
1. The preference level for branded
jewellery is very high in urban area when
compared to rural areas.
2. Govt employees give much more
preference to brands when it comes to
buying decisions whereas housewives
give it the least importance usually.
 Dr.M Thirumagal
Vijaya 2015
Joseph Xavier and 50
2016 G.Kamalam 1. Price plays an important role in the
buying behavior of consumers.
120
2. Peole look for convenience and hence
1. Gold is leading on the list of investments factors like trust, reliability and after
and value. sales service affect the consumer
2. Awareness about products and discounts behavior.
influence the decision of customers.

Mimnun Sultana
Saiful Islam 2015
60
1. Most of the people buy jewellery as an
investment but some buy it for specific
occasions and for gift purposes.
2. Majority of customers are female and
housewives.
3. Brand name, product design and
convenience are major influencing
factors.
 Method of study

Focus interviews and discussions with Jewellers

Interviewed a few jewellers to know their viewpoint about the jewellery
industry and the factors, a businessman feels, are important about his/her
customers.
Survey questionnaire for customers
Conducted a survey of about 30 individuals to know their buying habits,
factors important for them while making a decision and a relation between
them.
 Discussion with Jewellers
Number One Number Four
“There are a large number of loyal customers “Usually the customers with higher purchase
and post purchase services are very amount are repeat customers.”
important for them.”

Number Two Number Five

“Most of the buyers are females who prefer Modern jewellery brands spend a large
to buy for investment or gifting purposes.” amount on marketing but traditional retailers
still relied on referrals.

Number Three
“The younger generation buyers are more
specific about design and price.”

Overall, most retailers believe that trust is a very important factor influencing the general buying decision
while price is an important factor for younger generation. The older generation believes in spending on
jewellery as a major investment.
6
 Variables and Hypothesis
Independent Variables
 Age of consumers
 Gender of consumers
 Annual Income
 Profession
 Influencing factors
Dependent variables
 Frequency of purchase
 Store preference
 Preference for online purchase
7
Hypothesis
1. Majority of the decision takers are
women.
2. Investment is the one of the most
important reasons for buying
jewellery.
3. Gender influences buying decisions of
consumers.
4. Trust is the most important factor
influencing customers’ perception of
retail jewellers.
5. Online purchase of jewellery is more
likely among youth.
 Questionnaire
Lorem ipsum dolor sit amet

How often do you Rate given factors on

purchase jewellery? the basis of
importance to choose
a store for jewellery.

Do you compare Would you consider

stores before making buying jewellery
a purchase? online?

Reason for Demographics(age,

purchase(investment, profession, gender,
gift, daily wear etc.)? annual income)?
 Reliability Analysis

Cronbach’s Alpha
Cronbach’s Cronbach’s N of items This is used to measure reliability of the data.
Alpha Alpha based A Cronbach alpha score of grater than or equal
on to 0.7 is considered to be acceptable. Since we
standardized have it above 0.7, we can say that the data is
items reliable.

0.75 0.72 13

9
 Normality Test
Tests of Normality

Kolmogorov-Smirnova Shapiro-Wilk
K-S & S-W test
Statistic df Sig. Statistic df Sig.
How often 0.268 32 0.000 0.817 32 0.000 These tests are used to measure normality.
do you
purchase From the significance level and statistic data,
jewellery we can deduce that the data is normal.
Do you 0.386 32 0.000 0.625 32 0.000
compare
between
stores

Would/do 0.483 32 0.000 0.497 32 0.000

you
consider
buying
jewellery
online

10
 Q-Q plots

11
Q-Q plots
 Statistics

Frequency of purchase Comparison between stores

Valid Cumulative Valid Cumulativ
Frequency Percent Percent Percent Frequency Percent Percent e Percent
Valid Once a 2 6.3 6.3 6.3 Valid No 13 40.6 40.6 40.6
month
Once every 8 25.0 25.0 31.3
4 months
Yes 19 59.4 59.4 100.0
Once every 8 25.0 25.0 56.3
6 months

Once a 14 43.8 43.8 100.0

Total 32 100.0 100.0
year
Total 32 100.0 100.0
 Statistics
Reason forPurchase
Frequency Percent Valid Percent Cumulative Percent
Valid For an occassion 4 12.5 12.5 12.5
For an occassion, for 4 12.5 12.5 25.0
investment purpose

For an occassion, for 2 6.3 6.3 31.3

investment purpose, For
regular/occasional use

for investment purpose 4 12.5 12.5 43.8

for investment purpose, For 2 6.3 6.3 50.0
regular/occasional use

For investment purpose, For 2 6.3 6.3 56.3

regular/occasional use

For regular/occasional use 4 12.5 12.5 68.8

To gift someone 1 3.1 3.1 71.9

To gift someone, For an 1 3.1 3.1 75.0
occassion
to gift someone, For an 2 6.3 6.3 81.3
occassion, for investment
purpose

To gift someone, For an 1 3.1 3.1 84.4

occassion, For
regular/occasional use

to gift someone, for 1 3.1 3.1 87.5

investment purpose

to gift someone, For 2 6.3 6.3 93.8

regular/occasional use

To wear 2 6.3 6.3 100.0

Total 32 100.0 100.0
 Statistics
Past Online
Frequency of Comparison family Brand purchase purchase Annual
purchase between stores jeweller name Advertisements Referral services Price chance Age Gender Income Profession
N 32 32 32 32 32 32 32 32 32 32 32 32 32
0 0 0 0 0 0 0 0 0 0 0 0 0
Mean 3.06 0.59 3.69 2.75 1.84 3.41 4.44 3.25 0.25 2.19 0.72 1.59 1.97
Median 3.00 1.00 4.00 2.00 1.00 3.50 4.50 3.50 0.00 2.00 1.00 2.00 2.00
Mode 4 1 5 2 1 4 5 3 0 2 1 2 2
Skewness 0.568 0.601 0.875 0.864 0.87 0.007 1.481 1.263 2.254 0.285 -1.022 -1.534 0.410
Std. Error 0.414 0.414 0.414 0.414 0.414 0.414 0.414 0.414 0.414 0.414 0.414 0.414 0.414
of
Skewness
Kurtosis 0.902 1.967 0.907 0.713 0.677 1.158 4.006 0.856 4.259 -1.627 -1.025 0.676 0.027
Std. Error 0.809 0.809 0.809 0.809 0.809 0.809 0.809 0.809 0.809 0.809 0.809 0.809 0.809
of
Kurtosis

Most of the consumers in our sample data are females, aged between 30-40, with annual income between
Rs. 5-7 lakhs and are private employees. The prefer to buy once in a year, compare between stores before
purchasing and put family jeweller and past purchase services as most important factors which influence
15 their decision. For these customers, online purchase has a very low chance for jewellery shopping.
 Chi Square test
Levene's Test of Equality of Error Variancesa,b Multiple Comparisons
Levene Dependent Variable:
Statistic df1 df2 Sig.
Tukey HSD
Online Based on 19.110 3 28 0.090
buying Mean Mean 95% Confidence Interval
preference Difference
(I) Age (I-J) Std. Error Sig. Lower Bound Upper Bound
25-30 30-40 -0.87* 0.38 0.03 -1.90 0.17
Levene’s Test checks if the population variances of
40-50 0.13* 0.21 0.04 -0.45 0.71
buying behaviours for the age groups are all
50-60
equal, which is a requirement for ANOVA. Since -0.53* 0.24 0.09 -1.20 0.13
30-40 25-30 0.87 0.38 0.02 -0.17 1.90
p>0.05, we do not reject the null hypothesis, 40-50 1.00 0.39 0.02 -0.07 2.07
hence population variances are all equal so ANOVA 50-60
assumption is met. 0.33 0.41 0.02 -0.79 1.45
40-50 25-30 -0.13 0.21 0.000 -0.71 0.45
30-40 -1.00 0.39 0.00 -2.07 0.07
Tests of Between-Subjects Effects
50-60 -0.67 0.26 0.00 -1.39 0.06
Dependent Variable:
50-60 25-30 0.53 0.24 0.00 -0.13 1.20
Type III
Sum of Mean Partial Eta 30-40 -0.33 0.41 0.00 -1.45 0.79
Source Squares df Square F Sig. Squared 40-50
a 0.67 0.26 0.00 -0.06 1.39
Corrected 2.933 3 0.978 3.874 0.020 0.293
Model
Intercept 3.837 1 3.837 15.203 0.001 0.352
Using the Post-Hoc, we can see that for the difference in population
Age 2.933 3 0.978 3.874 0.020 0.293
mean is due to the preference of age group of 25-30 from that of 50-
Error 7.067 28 0.252
Total 12.000 32
60. If we check the data, we find that most of the people in this age
Corrected 10.000 31
group are open to online jewellery purchase.
Total

A large F value and small p value implies that the population means
are not all equal, hence some age groups have different preference
for online jewellery purchase.
 Correlation
Correlations
Pastpurchaseservice
familyjeweller Brandname Advertisements Referral s Price
familyjeweller Pearson Correlation 1 0.185 0.171 0.154 0.131 -0.137
Sig. (2-tailed) 0.311 0.350 0.399 0.476 0.456
N 32 32 32 32 32 32
*
Brandname Pearson Correlation 0.185 1 .442 -0.037 -0.017 -0.070
Sig. (2-tailed) 0.311 0.011 0.840 0.928 0.704
N 32 32 32 32 32 32
* *
Advertisements Pearson Correlation 0.171 .442 1 .440 -0.089 0.284
Sig. (2-tailed) 0.350 0.011 0.012 0.630 0.116
N 32 32 32 32 32 32
* *
Referral Pearson Correlation 0.154 -0.037 .440 1 0.246 .447
Sig. (2-tailed) 0.399 0.840 0.012 0.175 0.010
N 32 32 32 32 32 32
Pastpurchaseservice Pearson Correlation 0.131 -0.017 -0.089 0.246 1 -0.076
s
Sig. (2-tailed) 0.476 0.928 0.630 0.175 0.679
N 32 32 32 32 32 32
*
Price Pearson Correlation -0.137 -0.070 0.284 .447 -0.076 1
Sig. (2-tailed) 0.456 0.704 0.116 0.010 0.679
N 32 32 32 32 32 32
*. Correlation is significant at the 0.05 level (2-tailed).

Using correlation, we found that there is significant correlation between brand name and advertisements, referrals
and advertisement and price and referral. Hence, we can conclude that a customer influenced by brand name might
also be influenced by advertisements and a price sensitive customer can be influenced through referrals.
 Gender influence
Independent Samples Test
Levene's Test for Equality of
Variances t-test for Equality of Means
95% Confidence Interval of the
Mean Std. Error Difference
F Sig. t df Sig. (2-tailed) Difference Difference Lower Upper
Frequency of Equal variances 0.040 0.842 0.172 30 0.864 0.068 0.392 -0.733 0.869
purchase assumed
Equal variances 0.180 16.072 0.859 0.068 0.376 -0.728 0.864
not assumed

Compare Equal variances 0.207 0.653 -0.267 30 0.791 -0.053 0.199 -0.460 0.354
between stores assumed
Equal variances -0.260 13.972 0.798 -0.053 0.204 -0.491 0.385
not assumed

Online buying Equal variances 3.603 0.067 -0.862 30 0.396 -0.193 0.224 -0.651 0.265
preference assumed
Equal variances -1.118 27.030 0.273 -0.193 0.173 -0.548 0.161
not assumed

Using t-test, we can see that gender does not influence the frequency of purchase, choice to compare stores or
online buying preference of customers.
 Conclusion
• We found out from our research that most of the consumers
prefer to buy jewellery once an year. The customers prefer to
use jewellery mainly as an investment or for occasional use.
• The decision takers, when it comes to jewellery, are largely
females. Despite this, gender does not influence the buying
frequency or behaviour of customers.
• We tried to do an exploratory research for the online buying
preferences of customers, in the retail jewellery space. While
most of the customers said that they were unlikely to do so
in the near future, private employees in the age group of 25-
30 were willing to try it.
• Family Jewellers and past purchase services were the most
influential factors for most of the customers. Referrals and
price also were important influencers.