h SUMMER TRAINING REPORT ON

THE CONSUMER SATISFACTION OF CUSTOMERS OF MOTISONS jewelers Ltd.

SUBMITTED IN PARTIAL FULFILLMENT TO

THE IIS UNIVERSITY For the Degree of

MBA-Human Resource Management (Department of HRM & IB )

SUBMITTED TO: - SUBMITTED BY:-Dr. SEEMA SINGH RATHORE EKTA MIDDHA ADDITIONAL HEAD MBA(HR) SEM- IIIDEPTT. HRM & IB ICG/2013/15715 THE IIS UNIVERSITY

INDEX

S. NO. CONTENT PG. NO.

Chapter-1 Introduction

Chapter-2 Research Methodology

Meaning Of Research

Objective Of Study

Scope Of Study

Research Design

Data Collection

Sampling

Review Of Literature

Limitations

Chapter-3 MOTI SONS JEWELLERS Ltd.

Chapter-4 Data Analysis and Interpretation

Chapter-5 Findings

Chapter-6 Suggestion and Conclusion

Bibliography

Annexure

ACKNOWLEDGEMENT

I owe my thanks to all the various people helped me in making this project successful. I am thankful to all people without whose help and guidance an effort to do this work would not have been successful.This project report instead of being an individual effort is a collective one where in help from various quarters especially business and academic one have been derived. The list of those providing a helping hand is quite comprehensive but it would be pertinent to mention a few who have played a major role in completion and preparation of the project and continue to have positive influence in my thought process.My special thanks go to Sir M.K Sharma,( DEAN ,faculty of commerce &management), Dr. Ankita Gangwal Jain,(HEAD, dept. of HRM&IB),and Dr. Seema Singh Rathore (Additional HEAD, dept of HRM& IB) under whose guidance I have completed my project She was there to meet and talk about my ideas and ask me good questions to help me think through my problems .I would also like to thank my MR.Lalit Musal (Senior Manager-HR MOTISONS JEWELLERS Ltd.) who helps me for guidance provided by, which help me to complete my project.At last I would like to thank my family and friends for unconditional support and encouragement in completion of my project.

EKTA MIDDHA

PREFACE

CHAPTER - 1

INTRODUCTION

All of us are consumers. We consume things of daily use; we also consume

and buy these products according to our needs, preferences and buying power.

These can be consumable goods, durable goods, specialty goods or industrial

goods.

What we buy, how we buy, where and when we buy, in how much quantity we

buy depends on our perception, self concept, social and cultural background and

our age and family cycle, our attitudes, beliefs, values motivation, personality,

social class and many other factors that are both internal and external to us.

CONSUMER BEHAVIOR

Consumer behavior is the study of how people buy, what they buy, when

they buy and why they buy. It blends elements from psychology, sociology,

sociopsychology, anthropology and economics. It attempts to understand the

buyer decision processes/buyer decision making process, both individually and

in groups. It studies characteristics of individual consumers such as

demographics, psychographics, and behavioral variables in an attempt to

understand people's wants. It also tries to assess influences on the consumer

from groups such as family, friends, reference groups, and society in general.

Belch and Belch define consumer behavior as 'the process and activities

people engage in when searching for, selecting, purchasing, using, evaluating,

and disposing of products and services so as to satisfy their needs and desires'.

BUYER – AN ENIGMA

Although it is important for the firm to understand the buyer and accordingly

evolve it marketing strategy, the buyer or consumer continues to be an enigma –

sometimes responding the way the marketer wants and on other occasions just

refusing to buy the product from the same marketer. For this reason, ht buyers’

mind has been termed as a black box, the marketer provides stimuli but he is

uncertain of the buyer’s response. This stimulus is a combination of product,

brand name, colour, style, packaging, intangible services, merchandizing, shelf

display, advertising, distribution, publicity and so forth.

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

electronic. Technological developments in the field of information,

biotechnology and genetics, and intensive competitions in all products and

services are also impacting consumer choices.

FACTORS INFLUENCIG CONSUMER BEHAVIOR

The factors that influence consumer behavior can be classified into internal

factors and external environmental factors. External factors do not affect the

decision process directly, but percolate or filter through the individual

determinants, to influence the decision process.

The individual determinants that affect consumer behavior are:

Motivation and involvement

Attitudes

Personality and self concept

Learning and memory

Information processing

The external influences or factors are:

Cultural influences

Sub-cultural influences

Social class influences

Social group influences

Family influences

Personal influences

Other influences

MODELS OF CONSUMER BEHAVIOR

We have already seen that there are many factors which influence the decision

making of consumers. There are various consumer models which help in the

under standing of consumer behavior. They are formulated by different

economist and management scientist based on various ideas. They are:

Economic Model

Psychological Model

Input process output Model

Sociological Model

Hawrath Sheth Model

Sociological Model

Engel-Blackwell-Kollath Model

Model of family decision making

Nicosia Model

A model of industrial buying behavior

TOOLS TO STUDY CONSUMER BEHAVIOR

It is important to marketer to regularly study buyer behavior. The different tools

available to him or her are:

Surveys

This is the most common technique used in studying consumer behavior. It

involves the use of questionnaires. Different scaling techniques like Likert and

Thurstone are used to measure consumer attitudes. The problem with survey

methodology is that it gives to marketer only conscious response of the

customer.

Projective Techniques

To throw the customer off his or her conscious level and to get know sub-

conscious-level responses, projective techniques like word association, picture

association and thematic appreciation tests have been used. This provides

valuable information on his or her product or brand and about the customer’s

lifestyle and self concept.

Focus Group Discussions

This is another qualitative technique used to assess how customers perceive the

product and use situations. It also provides the marketer with valuable

information on the target market.

OUTLET SELECTION AND PURCHASE

As the number of product and brands are increasing in the market, so are the

retail outlets and it becomes very confusing for the customers to choose the

retail stores. The selecting of a retail store also involves almost the same

process as selecting a brand. A retail outlet relates to a service or a product

which caters to the consumer. The retail trade occurs from the stores but, it also

occurs from catalogues, direct mail via print media, television and radio.

Retailing is also done in weekly markets which are put up in different areas of a

city on different days. It is also done from consumer, by means of various

media. It has become very challenging and exciting, both for consumers and

marketers. The consumer may give first preference to the store or the product

or, he may give equal importance to both. Sometimes one prefers a store first,

where he can get friendly and logical advice to buy the product or brand of

second priority, if he is assured of proper service and proper guidance, rather

than buying a product of his choice on first priority and missing out on other

important aspects of purchase.

PURCHASE BEHAVIOR

We have seen that in many products, decision-making is a very lengthy

process, and takes a very long time. The problem is recognized and a lot of

information is gathered. After this is done, the last two stages of decision-

making, that is, the purchase and post purchase come into play. Purchase is very

important as it generates revenue, and post purchase gives us an idea of the

likes and dislikes of the consumer. Post purchase behavior also establishes s

link between the marketer and the target market segment.

Purchase is important to the marketer as the product was planned, produced,

priced, promoted and distributed after a lot of effort. If purchase does not take

place, the marketer has failed in his marketing effort. He then needs to change

the marketing mix. He has to change entire strategy, as the ultimate aim of the

marketer is to float a product which will generate revenue and bring satisfaction

to the customers. Purchase is important for his success, for achieving his

objectives and for formulating competitive strategies against the competitors. It

marks the end of his search, end of his efforts and chooses the brand of his

choice for expected benefits.

POST PURCHASE BEHAVIOR

It is important for the marketer to know whether his product is liked by the

consumer or not. He wants the feedback about his product so that corrective

action, if necessary, can be taken, and the marketing mix be modified

accordingly. Post purchase behavior is the reaction of the consumers; it gives an

idea of his likes and dislikes, preferences and attitudes and satisfaction towards

the product. It indicates whether or not the purchase motives have been

achieved. Purchase is the means and post purchase is the end. Post purchase

behavior indicates whether or not repeat purchase will be made. Whether the

customer will recommend the product to others or not. It indicates whether long

term profits can or cannot be expected. All this can be found out by the post

purchase behavior or the customers. Post purchase is the last phase in the

decision-making process.

CHAPTER - 2

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research

problem. It may be understood as a science of studying how research is done

scientifically. The scope of research methodology is wider than that of research

methods. When we talk of research methodology we not only talk of research

methods but also consider the logic behind the methods we use in the context of

our research study and explain why we are using a particular method or

technique.

OBJECTIVES OF THE STUDY

To analyze the behavior of customers of Moti sons.

To know the motivating factors of consumers in purchasing products of Moti

sons.

To know how brand preference is formed in purchasing Moti sons ornaments

among consumers.

To analyze marketing strategies of Moti sons.

To measure the level of satisfaction of customers of Moti sons.

To study the consumer perception towards Moti sons.

SCOPE OF STUDY

This study helps in finding out:

How the customers rate the various attributes in Moti sons as against other

competitors.

How effective has been the company in positioning Moti sons as a reputed

jewelry showroom.

How effective has the company’s marketing strategy of low making charge,

with offering a whole lot of unique features provided in the market.

RESEARCH DESIGN

“A research design is the arrangement of conditions for collection and

analysis of data in a manner that aims to combine relevance to the research purpose

with economy in procedure”.

Research design is the conceptual structure within which research is

conducted; it constitutes the blueprint for the collection, measurement and analysis

of data.

The type of research design used in the project was Descriptive research,

because it helps to describe a particular situation prevailing within a company.

Careful design of the descriptive studies was necessary to ensure the complete

interpretation of the situation and to ensure minimum bias in the collection of data.

DATA COLLECTION METHOD

Both the Primary and Secondary data collection method were used in the

project. First time collected data are referred to as primary data. In this research the

primary data was collected by means of a Structured Questionnaire. The

questionnaire consisted of a number of questions in printed form. It had both open-

end closed end questions in it. Data which has already gone through the process of

analysis or were used by someone else earlier is referred to secondary data. This

type of data was collected from the books, journals, company records etc.

SAMPLING

Sample size-50 respondents

Sample unit-customers of moti sons

Sampling area-jaipur

REVIEW OF LITERATURE

The topic of consumer behaviour is one of the massively studied topics by the

researchers and MARKETERS  in the past and still being studied. Researchers

show different reasons as to why consumer behaviour has been the topic of many

academics and researchers. One of the common views is that understanding

consumer behaviour has become a factor that has a direct impact on the overall

performance of the businesses (Kotler and Keller, 2012). Another view suggests

that understanding consumer behaviour has become crucial especially due to fierce

competition in retail industry in the UK and worldwide (Lancaster et al, 2002).

This chapter will introduce some other areas of research background of consumer

behaviour addressing the works of researchers and marketers. Moreover, consumer

decision making process, in particular, five stages of consumer decision making

process will be discussed in detail.

It is worth noting that consumer buying behaviour is studied as a part of

the MARKETING  and its main objective it to learn the way how the individuals,

groups or organizations choose, buy use and dispose the goods and the factors such

as their previous experience, taste, price and branding on which the consumers

base their purchasing decisions (Kotler and Keller, 2012).

One of such studies of consumer buying behaviour has been conducted by Acebron

et al (2000). The aim of the study was to analyze the impact of previous experience

on buying behaviour of fresh foods, particularly mussels. In their studies the

authors used structural equation model in order to identify the relationship between

the habits and previous experience on the consumer buying decision. Their

findings show that personal habits and previous experience on of the consumers

have a direct impact on the consumers’ purchase decision in the example of

purchasing fresh mussels. They also found that the image of the product has a

crucial impact on the purchasing decision of the consumer and further

recommended that the product image should continuously be improved in order to

encourage the consumers towards purchasing.

Another study conducted by Variawa (2010) analyzed the influence of packaging

on consumer decision making process for Fast Moving Consumer Goods. The aim

of the research was to analyze the impact of packaging for decision making

processes of low-income consumers in retail shopping. A survey method has been

used in order to reach the research objectives. In a survey conducted in Star Hyper

in the town of Canterville 250 respondents participated. The findings of the

research indicate that low-income consumers have more preferences towards

premium packaging as this can also be re-used after the product has been

consumed. Although the findings indicate that there is a weak relationship between

the product packaging and brand experience. However, it has been proven by the

findings of the research that low-income consumers have greater brand experience

from the purchase of ‘premium’ products when compared to their experience from

purchasing ‘cheap’ brand products.

Lee (2005) carried out study to learn the five stages of consumer decision making

process in the example of China. The researcher focuses on the facts that affect the

consumer decision making process on purchasing imported health food products,

in particular demographic effects such as gender, education, income and marital

status. The author employed questionnaire method in order to reach the objectives

of the research. Analysis of five stages of consumer decision making process

indicate that impact of family members on the consumer decision making process

of purchasing imported health food products was significant.

The author further explains this by the fact Chinese tradition of taking care of

young and old family members have long been developed and marriage is

considered to be extremely important in Chinese tradition. This reflects in the

findings of the study that the purchase of imported health food products made by a

person for the people outside the family is declined significantly by both male and

female Chinese after they get married.

Five Stages Model of consumer decision making process has also been studied by

a number of other researchers. Although different researchers offer various

tendencies towards the definitions of five stages, all of them have common views

as they describe the stages in similar ways. One of the common models of

consumer decision making process has been offered by Blackwell et al (2006).

According to him, the five stages of consumer decision making process are

followings: problem/need recognition, information search, evaluation of

alternatives, purchase decision made and post-purchase evaluation.

LIMITATIONS OF THE STUDY

The data obtained in some cases may be biased.

Difficulty in communication within the city while conducting the survey.

Time was the major constraint for the project. The study is restricted to HR dept., and can’t be generalized. The individual perspective appears to be different. Questionnaire is the major limitation for the project.

CHAPTER -3

MOTI SONS JEWELLERS

The shape of the building has been derived from “lotus”. The building is square in plan symmetrical from all four sides. Leaves of the lotus flower spring out of the building. Each leaf is created with colored glass in extremely complicated geometry

-Groundfloor – goldshowroom-Firstfloor – diamondshowroom-Secondfloor – silvershowroom-Upperfloor – corporateoffices- Last floor – private area of owners

A virgin thought got wooed by a modest initiator and a timeless jewel was born heralding the genesis of Motisons since 1998. Pure. Rare. Sublime.

It has been adoring beauty in all its glory since its inception. It pays a befitting tribute to the resplendence and opulence of a rich cultural legacy, that is India. Recreating the mystique that seduces the senses, they have been crafting splendor that can gratify vanity with a magical finesse.

It offers a huge range of Gold jewelry, Kundan Polki jewelry, Moti jewelry and Diamond jewelry.

Its every jewel spells magnificence at its craftsmanship. Enticing forms, vouched purity and quality remains the poised hallmark of the indigenous bounty at Motisons. Their unit stands fortified by the rare genius of a panel of professionals who with their skill & knowledge, possess mettle enough to infuse soul into pieces of fine art.

It has always embraced new technology and innovations, continually upgrading itself in a relentless endeavor to surpass not just the contemporary, but also its own standards of excellence.

AREA OF OPERATION

MotisonsJewellers270,71,72,JohriBazar,Jaipur-302003Phone+91-0141-2563082,+91-0141-4150000+91-0141-2565073

Sb - 110, Motisons Tower,LAL Kothi, Tonk Road

Jaipur – 302015Phone: +91-0141-2565073Fax : +91-0141-4150041

Hours of OperationMonday, Tuesday, Wednesday, Thursday, Friday, Saturday: 10:00 am to 10:00 pm

Sunday: Closed

SPECIAL FEATURES OF MOTI SONS

1. Exclusive showroom for 100% BIS hallmarked 916 gold collections.

2. A vast array of modern designer collections from India, Singapore, Europe,

Middle East etc.

3. Pure value for money guaranteed while buying and selling.

4. Lifelong guarantee and free maintenance for gold ornaments.

5. German made gold check carat analyzer to check the purity of gold while

buying and selling gold.

6. Exclusive collections of MG diamonds.

7. IGI certificate of authenticity and buy back guarantee for diamond

ornaments.

8. International Gemological Institute’s certificate for diamond ornaments.

9. PGI certificate for platinum ornaments.

10. Availability of well trained professional sales executives.

11. Certain percentage of profit is reserved for charity.

MISSION OF THE ORGANISATION

Vision of the organization is as follows:

1.To provide employment opportunity to educated people.

2.To training to unskilled persons.

3.To provide good quality products at reasonable price.

4.To give customers the best value for their money.

5.To provide good working conditions.

6. To earn reasonable profit.

SOCIAL RESPONSIBILITY OF MOTI SONS:

Social responsibility means the obligation of a business to act in manner, which will serve the best interest of the society.

Towards the employees:

Workers are, indeed the pillars of the organization. They are the important part

of the organization. It is therefore very necessary to keep them satisfied and

give them in due. According to modern philosophy, labour is a human being

and worker next.

Moti sons has to ensure job security for their workers and has to pay reasonable

salaries for their effort. It also creates good working conditions like good

lighting, ventilation, air conditioning etc to its employees. The company also

provides ESI to their staff. They are provided with accommodation, insurance

coverage and uniforms to the staff. The firm also ensures selection and

recruitment is being done without any discrimination like caste, colour, religion,

and state.

Towards the customers:

The satisfaction of the customers should be the primary concern of every

business concern. Moti sons ensures marketing of such goods which are

demanded by the customers based on their taste and preferences. it also ensures

adequate supply of good quality products at reasonable price.

Towards the society:

Every organization has responsibility not only towards employees and

customers but also towards the society also. Moti sons ensures maximum

utilization of nation’s rich resources. They try to dispose less wastage. Together

with this they also create more employment opportunities. Provide jobs for

unemployed youths of rural area. It also maintains good relation with local area.

DETAILS OF Moti sons COLLECTIONS

The exclusive collections of Malabar Gold include:

World class designer jewelry from Italy, Turkey, Korea, Bahrain..

1 Royal Mughal collections

2 Karachi bangles.

5 Calcutta collections.

6 Rajkot collections.

7 Zara collections.

8 Antique collections.

9 Hansa collections.

10 Bombay and Bombay special collections.

11 Signity studded jewelry.

12 Daily wear bangles and chains.

13 Formal or work wear jewelry.

14 Navrathna, birthstones, lucky stones studded with gold.

15 Platinum ornaments with “950 Purity Assurance Card”.

12 Varied collections of their own brand diamond collection called MG

diamonds.

13 Traditional jewelleries from Karnataka and Kerala.

SOURCES OF FUND

The main sources of the funds are bank loans and from other financial institutions.

Almost half of the capital are owned fund.

.

CHAPTER - 4

Data analysis and interpretation

TABLE 1:

Showing the no. of customers in sex classes

Category No. of Respondents Percentage

Male 5 10

Female 45 90

Total 50 100

Out of the 50 respondents surveyed:-

5 were male.

45 were female.

TABLE 2:

Showing the no. of respondents belonging to different income level

Income Group (in Rs) No. of respondents Percentage

Below 12000 5 10

12000-16000 15 30

16000-20000 20 40

Above 20000 10 20

TOTAL 50 100

Male: 10%

Female: 90%

below 1200012000-1600016000-20000above 20000

Out of the 50 respondents surveyed:-

5 respondents were in the group below 12000.

15 respondents were in the group 12000-16000.

20 respondents were in the group 16000-20000.

10 respondents were in the group above 20000.

TABLE3: Showing the marital status of the customers

Status No. of Respondents Percentage

Unmarried 6 12

Married 44 88

Total 50 100

Unmarried: 12%

Married: 88%

Out of the 50 respondents surveyed:-

6 respondents are unmarried.

44 respondents are married.

TABLE4: Showing the no. of respondents belonging to different age groups.

Age No. of Respondents Percentage

Below 18 08 16

18-28 22 44

29-38 14 28

Above 38 06 12

Total 50 100

Below 18, 16%

18-28, 44%

29-38, 28%

Above 38, 12%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Age group (in yrs)

Per

cen

tag

e

Out of the 50 respondents surveyed:-

8 respondents were in the group below 18 yrs.

22 respondents were in the group 18-28 yrs.

14 respondents were in the group 29-38yrs.

6 respondents were in the group above 38 yrs

TABLE 5: Showing no. of customers aware of products other than gold

available in Moti sons

Status No. of Respondents Percentage

Yes 44 88

No 06 12

Total 50 100

no12%

yes 88%

Out of 50 respondents surveyed:-

6 respondents are not aware about the products other than gold available in

Moti sons.

44 respondents are aware about the products other than gold available in Moti

sons.

TABLE 6: Showing the no. of respondents belonging to different groups of the

amount of gold they own.

Amount of gold (in grams) No. of

respondents

Percentage

Below 56 04 11.43

56-120 11 31.43

120-200 13 37.14

Above 200 07 20

TOTAL 35 100

.

Below 56, 11.43%

56-120, 31.43%

120-200, 37.14%

Above 200, 20%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

Amount (in grams)

Pe

rce

nta

ge

Out of the 50 respondents surveyed, 35 were gold ornaments customers. Among

them:-

4 respondents were in the group below 56.

11 respondents were in the group 56-120.

13 respondents were in the group 120-200.

7 respondents were in the group above 200

Showing no. of customers satisfied with making charges of ornaments

TABLE 7:

Status No. of Respondents Percentage

Yes 40 88.88

No 05 12.12

Total 45 100

No: 11.12%

Yes: 88.88%

Out of the 50 respondents surveyed, 45 respondents were ornaments customer.

Among them:-

5 respondents were unsatisfied with the making charges.

40 respondents were satisfied with making charges.

TABLE 8: Showing the media through which the customers came to know

about Moti sons

Media No. of respondents Percentage

Newspaper 10 20

Television 20 40

Yellow pages 5 10

Friend & relatives 15 30

TOTAL 50 100

Newspaper, 20%

Television, 40%

Yellow pages, 10%

Friend & relatives, 30%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Media

Per

cent

age

Series1

Out of 50 respondents surveyed;-

10 respondents came to know through newspaper.

20 respondents came to know through television.

5 respondents came to know through yellow pages.

15 respondents came to know through friends & relatives.

Table 9: Showing the factors which influenced the customers in purchasing

from Moti sons

Factors No. of respondents Percentage

Company image 11 22

Quality 14 28

Advertisement 12 24

Collections 13 26

TOTAL 50 100

Company image, 22%

Quality, 28%

Advertisement, 24%Collections, 26%

0%

5%

10%

15%

20%

25%

30%

Factors

Per

cent

age

Out of the 50 respondents surveyed:-

11 respondents were influenced by company image.

14 respondents were influenced by quality.

12 respondents were influenced by advertisement.

13 respondents were influenced by collections.

TABLE 10: Showing the no. of customers satisfied with showroom facility.

Status No. of Respondents Percentage

Yes 43 86

No 07 14

Total 50 100

No: 14%

Yes: 86%

Out of the 50 respondents surveyed:-

43 respondents were satisfied with showroom facility.

7 respondents were satisfied with showroom facility.

Table 11: Showing how the customers rate the designs of ornaments.

Rating No. of respondents Percentage

Excellent 06 12

Good 29 58

Average 15 30

Poor 0 0

TOTAL 50 100

excellentgoodaverage poor

Out of the 50 respondents surveyed;-

6 respondents rates as excellent.

29 respondents rates as good.

15 respondents rates as average.

No respondents rates as poor.

TABLE 12: Showing the customers rating on the salesman relationship.

Rating No. of respondents Percentage

Excellent 05 10

Good 23 46

Average 22 44

Poor 0 0

TOTAL 50 100

excellent good average poor

Out of the 50 respondents surveyed:-

5 respondents rates as excellent.

23 respondents rates as good.

22 respondents rates as average.

No respondents rates as poor.

CHAPTER - 5

FINDINGS

Most of the respondents are females.

Customers of Moti sons are mainly from upper class and upper

middle class families.

Most of the purchasers of Moti sons are mainly youngsters.

Moti sons has got large no. of gold ornaments customers.

Only a few customers are not aware of products other then gold

available in Moti sons..

The making charges of Moti sons are satisfactory according to the

respondents.

Factors like company image, quality, advertisement, collections have

equally influenced the purchase.

Major no. of respondents is satisfied with the showroom facility.

Designs of ornaments are rated as good.

Salesman responsiveness is rated as somewhat good and average.

Moti sons provides good service facility.

The overall performance of Moti sons is good.

Level of satisfaction of customers is good.

The consumer behavior is good.

CHAPTER - 6

SUGGESTIONS

Moti sons customers are business people and have high income, so it

should be better to frame promotion programs targeting the lower

class people.

With regard to advertising, the company should focus on persuasive

advertising highlighting the unique feature and benefits of their

products.

Only a few customers had purchased diamonds and platinum

ornaments, so a special attention should be paid in these areas.

Among the service facilities, respondents suggest to improve parking

facility.

More advertisement should be made in media other than television.

Steps should be taken to attract more male customers.

CONCLUSION

To conclude the overall responses of the customers of Moti sons is

good. The overall performances in all areas are satisfactory.

During the study it was found that the following factors such as making

charges, salesman responsiveness, ornaments designs, price etc has

satisfactorily influenced consumer behavior.

Further, there is some kind of promotion activities required to hold

the present customers and make new customers.

BIBLIOGRAPHY

AUTHORS

Consumer Behavior.

- Matin Khan

Marketing Management

- A. Vinod

WEBSITES

www.wikipedia.com

www.google.com

www.motisonsjewellers.com

ANNEXUREQUESTIONNAIRE

1. Name : ________________________________

Address : ________________________________

Ph. No : ________________________________

2. Sex : Male [ ] Female [ ]

3. Income group (Rs /Month): Below 12000 [ ]

12000-16000 [ ]

16000-20000 [ ]

Above 20000 [ ]

4. Marital status : Married [ ] Unmarried [ ]

5. Age (in years) : Below 18 [ ]

19 - 28 [ ]

29 - 38 [ ]

Above 38 [ ]

6. What product did you buy from Moti sons?

Gold ornaments [ ]

Platinum [ ]

Diamond [ ]

7.Are you aware of products other than gold available in Moti sons?

(Like diamond, platinum etc.)

Yes [ ] No [ ]

7. Amount of gold you own( in grams ):

Below 56 [ ]

56 - 120 [ ]

120 - 200 [ ]

Above 200[ ]

8. Are you satisfied with making charges of Moti sons?

Yes [ ] No [ ]

9. Media through which you came to know about Moti sons?

Newspaper [ ]

Television [ ]

Yellow pages [ ]

Friends and relatives [ ]

10.Which factor influenced your purchase?

Company image [ ]

Quality [ ]

Advertisement [ ]

Selection available [ ]

12.Are you satisfied with the showroom facility of Moti sons?

Yes [ ] No [ ]

13.How would you rate the designs of gold ornaments available in Moti sons?

Excellent [ ]

Good [ ]

Average [ ]

Poor [ ]

14.How would you rate the service facilities available in Moti sons?

Excellent [ ]

Good [ ]

Average [ ]

Poor [ ]