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CONTENTS

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INTRODUCTION 2 PURPOSE OF THE RESEARCH

PROBLEM STATEMENT 8 OBJECTIVES 9 LIMITATIONS 10 HYPOTHESIS 11

RESEARCH METHODOLOGY RESEARCH TOOLS 12 SAMPLE FRAME 14 SAMPLE UNIT 14 SAMPLE SIZE 14 SAMPLE SIZE SELECTION 14

ANNEXURES MINUTES OF THE MEETING 16 QUESTIONNAIRE 18

INTRODUCTION

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Evolution of Tanishq

Titan came into existence in July 1984, when the Tata Group joined hands with the

Tamil Nadu Industrial Development Corporation (TIDCO) to make a foray into the

watch industry.

Titan started manufacturing jewellery watches and jewellery in 1994. It set up its fully

integrated Rs. 400 million-jewellery plant in Hosur. The plant had the capacity to

manufacture four tonnes of gold in a year. Titan launched these products under the brand

name ofTanishq, in 1995. The name Tanishq, a blend of two words, 'tan' (body) and

'ishq' (love), was coined by Xerxes Desai, the Vice-Chairman and ManaginG Director of

Titan.

To change its image from a watch manufacturer to a fashion accessories manufacturer,

Titan was renamed Titan Industries Ltd. in 1995. Titan scaled the capacity of its Hosur

plant to 4.18 million units in 1996 to meet the domestic and international demand. From

the late 1990s, Titan's commitment to the jewellery business increased.

When Titan launched Tanishq in 1995, the jewellery industry in India valued at Rs

40,000 crore was mostly unorganized, with around 3.5 lakh players. Before 1992, only

the Metal and Mineral Trading Corporation and the State Bank of India were allowed to

import gold. In 1992, as part of economic liberalization, the government abolished the

Gold Control Act of 1962, allowing free import of gold. In 1993, private companies

were allowed to enter the hitherto restricted gold and diamond mining industry.

Foreign investors were allowed to hold up to 50% equity in mining ventures.

SWOT ANALYSIS

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StrengthsPurity of jewellrey through karat meter is still the sign of total purity.

Distribution network and retailing store are in place for the company with

130 stores countrywide. Mind boggling/award winning designs have come

for the company. Diversity in jewellery gold/diamond/platinum enhances

the product range of the company. We also have competitive prices for

the

entire product ranges as compared to the competitors.

WeaknessesCapture Rs 70,000-crore Indian jewellery market. Tanishq comprises a

small share of the overall Rs 70,000-crore Indian jewellery market and

hence it needs to increase its market share in this huge industry. Escalated

STRENGTH

Purity (karat meter)Distribution network and

retailing store

Award winning designs

Diversity in jewellery

gold/diamond/platinum

Competitive prices

OPPORTUNITIES

Global marketsLow cost jewellery

Customized jewellery designs

Concentrate on Gen-X by

having trendy jewellery

Expand retail stores

WEAKNESS

Capture Rs 70,000-crore

Escalated gold costs lower

margins

THREATS

Competition

Lack of Skilled workers

Gold not seen as s source of

investment. (Luxury is

needed).

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gold costs has caused lower margins is to push sales as much as possible.

OpportunitiesGlobal markets like USA needs to be looked at. Low cost and easy to

wear jewellery should be further promoted. Customized jewellery designs

should provided to the customers. Concentrate on Gen-X by having

trendy jewellery. Expand retail stores in India to further increase reach.

ThreatsCompetition from local jewellers all over India. Lack of Skilled workers

in jewellery industry. Gold is no longer seen as source of investment.

People are more concerned about design and luxury.

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Three Major Products Of Tanishq In GOLD

ZoyaSecrets of the Egyptian pharaohs masked with the mystery of the comos;

Oriental art embellished with occidental architecture

Fashion Earrings The Fashion earring collection; has a ranged of over 300 exclusive

designs

Wedding Collection The bride blushes

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THE PURPOSE OF THE RESEARCH

The basic purpose of this research is to study the buying behaviour of people of

Hyderabad towards gold.

PROBLEM

To find out the problem is the first stage of the research process. It represents translating

the management problem into the research problem. As is rightly said, A problem well

defined is halfsolved.

Tanishq is one of the best prescious jeweller dealers in branded gold jewellery.

Inspite of various products, superior quality , and services tanishq provides,

WHY do people still prefer buying gold from local retailers?

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OBJECTIVES

The objectives of the study are as follows:

1) The objective of study was to find the reason behind the low customer flow forgold at Tanishq.

2) To find what they like & dislike about Tanishq.3) On the basis of the interview we got 6 criteria in which we could measure the

attitude of people towards Tanishq.

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Limitations

The survey will be conducted within the limited time frame; so few

shortcomings may be expected.

The respondents personal bias may be another factor, which isuncontrollable.

The finding of the survey is strictly based on the responses of therespondents. It is difficult to find the euthenics be true, so we are assuming them to

be true.

It was very difficult to explain the respondents about how to fill thequestionnaire & it will take time for data collection.

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Hypothesis

a) Price does not affect the buying behavior of gold.b) Quality of gold does not effect the buying behavior of goldc) Service does not effect the buying behavior of goldd) Pattern does not effect buying behavior of golde) Location of store does not effect buying behavior of gold.f) Ambiance of store effect buying behavior of gold.

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RESEARCH METHODOLOGY

Research Tools:

The research tool used for this research is PRIMARY DATA

In primary data the following research design is being followed:

i) Exploratory Research:Questionnaire Survey (Sample Size150)

ii)

Descriptive Research:

On the basis of the questionnaire survey, the analysis is done in

order to find out the reason why people are not buying at Tanishq.

We will use 2 types of reaserch designs:

a) Exploratory researchb) Descriptive research

Exploratary research because we were not knowing the actual problem faced by tanishq.

So for that we did an Indepth interview of 3 person to find what are the major findings &

difficulties are faced by them.

Then we interviewedMr Rajendra Malika Tanishq store owner.

In the interview we questioned him regarding the sales & their operational methods &

about of the various other aspects about the day to day running of TANISHQ.

From the answers given by Mr Malik we found that the major reason as to why people

are not turning towards Tanishq for gold is because the Price is a bit higher than the local

jewellery retailers. He also told us that the reason loyal customers frequent the store is

because of the quality of gold & services provided by them. He also said that the store

ambiance also affects the buying decision of the customers.

We found that

a) Major section of people who buy gold from them are their regular customers.

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b) The people have trust on the purity of goldc) He also said that people dont prefer tanishq is probably because the price of

gold is more than what they are paying to normal retailers.

d) He also said that people are more price councious & not quality concious.e) He also said that the design stock which are available with the local retailers

were more or less the same or even more sometimes as compared to Tanishq.

From the detailed MOM conducted we figured that the major reasons which can effect

the purchase decision of people buying gold are:

1) Price2) Quality3) Service4) Availability of pattern5) Proximity to market6) Ambiance of store

SAMPLE

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Sampling Frame:

A Sampling frame consists of a list of item from which the sample is to be drawn.

The sample frame for this research constitutes all the customers who have visited

Tanishq store for purchasing gold.

Sampling Unit:

A decision has to be taken concerning a sampling unit before selecting sample

sampling unit may be a geographical one, a construction unit, a social unit or it may

be an individual.

The sample unit for this research constitutes the organization that is Tanishq only

dealer in Hyderabad.

Sample Size:

The sample size of our research was 150 but only 121 people have visited Tanishq store.

Sample Size Selection:

The sample size was selected on the basis of the 3 factors.

a) It will be difficult to locate people who are regular Tanishq customers..b) It will be difficult to explain the questionnaire to some people.c) People were not easily available outside Tanishq.

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BIBLIOGRAPHY

o MR RAJENDRA MALIKo www.tanishq.como www.vogueindia.com(article)

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ANNEXURES

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Minutes of the Meeting

First

Tuesday: 3-09-13

In the first meetup, everyone had different opinions about picking the main topic of the

proposal like big bazar-retail mix, marketing strategies of some specific company and

many more. After a through discussion we all decided to take up the gold market. As we

all were of the opinion that the gold market is very versatile in nature, and hence would

be an innovative and educational topic.

Second

Thursday: 5-09-13

The discussion started with the various realistic and unrealistic thoughts. But discussing

every person perspective helped us look into our topic from a new direction We all

wanted to know the consumer perception about the buying a gold from the branded store

and buying it from the local seller.

But for knowing the perception of consumer about the certain market, we had to pick up

our Base product. In our group we all found Tanishq to be most popular gold jewellery

manufacturer.

This meeting came out successful enough to give our full proposal target.

Third

Friday: 6-09-13

Our targets were clear by now. But as the topic discussion started about the persons

perception about buying gold from branded store over local stores. In our group itself

every one came up with the view that most people prefer local stores over brands when it

comes to jewellery.

To starts our proposal making. We segregated our work effectively according to the

interest of each member of group. And decided to sit as soon as possible.

Fourth

Monday: 10-09-13

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Everyone was ready with the work assigned to them in the last meeting. Only the

compilation was pending.

We all sat together for compiling all our work into a proper proposal.

Questionnaire

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NATIONAL INSTITUTE OF FASHION TECHNOLOGY, HYDERABAD

Dear Sir/Madam

We are the students of 1nd

Year MFM Course of NIFT,HYDERABAD. As a part of our research

study we are conducting a survey regarding the perception of people regarding the purchase of

gold from different organized & Unorganized Retailers.

Guidelines for filling the form:-

1) Please check the box wherever required.2) Only 1 check per question.

Q 1 ) Name:-________________________________________________________

Q 2) Gender - male female

Q 3) Age :- _________________

Q 4) Occupation: - Service Business Others

Others:-__________________________

Q 5) Monthly average INCOME?

5000-10000 10000-20000 20000-30000 30000 & above

Q 6) how often you visit jewellery store?

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Once a month once a year

On Occasion

Q 7) You Buy jewellery from

Place Store Name

Vapi ___________________

Valsad ___________________

Surat ___________________

Bombay ___________________

Others ___________________

Q 8) do you buy jewellery from same store every time ?

Yes No

If Yes/No Why?___________________________________________________________

Q 9 ) Rate your jewellery store from 1 to 5

where 1 is the WORST & 5 is the BEST

a) Product are worth price you pay ?

b) Purity & quality of gold ?

c) The service you get in the store ?

d) The Number of patterns available ?

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e) Proximity to market ?

f) Ambiance of Store ?

Q 10) Are You aware about tanishq showroom opened in vapi?

Yes No

Q 11) How did you come to know about Tanishq?

TV News Paper Hoardings

Pamphlets Friends/relatives Others

Q 12) Have you visited Tanishq Store?

Yes No

Q 13) Rate Tanishq On flowing Criteria Given below

Particular V.Goo

d

Good Average Bad V.bad

a) Priceb) Purity & Quality of Goldc)

Service Offered

d) Patterns Availablee) Location of Storef) Ambiance of store

Q 14) During Re-Purchase you often go to Tanishq?

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Yes No

Q 15) Would you recommend others for Buying Tanishq Products?

Yes No

Q 16) Rate tanishq on over all basis?

Particular V.Good Good Average Bad V.bad

Tanishq As a Store

Thank You

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