A STUDY ON BUYING BEHAVIOUR IN MMTC LTD

INTRODUCTION: MMTC Limited, a public sector undertaking is India's largest trading company with a turnover of over RS. 35,000 crores, during 2008-09. It is also India's largest importer of gold. During the year 2008-09, its gold imports and distribution into India is over 145 tonnes. it is also very active in silver, importing and distributing into India over 1,250 tonnes. MMTC is also actively involved in manufacture and sales of silver products including Deities. It also has its own medallion unit for making medallions/bars ranging from 0.5 gms. to 100 gms. and 10 gms. to 1 kg. in silver. It has also set up a Joint Venture with M/s Pamp SA, Switzerland, world leaders in the field of production of medallions, for refining of gold/silver which had started in 2009. It is actively involved in retail sales of these items. Sanchi is MMTC's brand of Silverware specifically introduced for the quality conscious consumer. MMTC has introduced sterling silverware (92.5%) for the discerning customers. Sanchi is known for its purity, quality and design. The designs are simple yet elegant and appealing. MMTC organizes Domestic exhibition of gems and jewellery, Medallion and Sanchi products at locations across India with the name Festival of Gold. MMTC procures gold jewellery of Plain as well as studded with diamonds, precious, semi-precious stones of varieties selected from all over India. Jewellery is meticulously chosen of fine quality and of an exclusive range from

each region. MMTC display Jewellery of wide varieties- Regional specialties of both traditional and modern designs. MMTCs Jewellery Collection consists of pendants, earrings, finger rings, Kadas, Bangles, bracelets and varieties of full sets. With this collection MMTC targets modern age women, men, tourists and people both Indian and International. MMTCs Precious Metals Division is in to a range of activities covering imports, exports and domestic retail trade. It helps in promoting exports from India by holding exclusive foreign exhibitions of gold and studded jewellery at chosen overseas locations. Export activity is also augmented through MMTCs four exclusive jewellery Duty Free Shops located at the Departure Lounges of the International Airports at Mumbai, Chennai and Thiruvananthapuram. The company supplies gold and studded jewellery as per international standards to these duty-free shops. MMTC is an authorized agency of the Government of India for import of gold, silver, platinum, palladium, rough diamonds, emeralds, rubies and other semiprecious stones and supplies these items to jewelers in India for domestic sales and exports. It is one of the custodians of the Diamond Plaza Customs Clearance Center in Mumbai. The company also operates an in-house assaying and hallmarking unit at New Delhi for testing purity of gold. MMTC has received Bureau of Indian Standards (BIS) certification for its assaying and hallmarking unit at Jhandewalan, New Delhi. MMTC also has a unit in New Delhi for manufacturing its own brand of gold and silver medallions since the year 1996. Customized requirements for corporate/institutional orders are serviced from here throughout the year. In the year 1999 the company launched sale of Sterling Silverware of 92.5% purity under the brand name SANCHI in the

domestic market, which has been a tremendous success. Plans are afoot to launch this range of SANCHI silverware for exports as well. OBJECTIVES: To study on buying behaviour products of MMTC Ltd.. Customer satisfaction. Factors influencing purchase of silver & gold.

NEED OF THE STUDY: The area taken for this study is that A STUDY ON BUYING BEHAVIOUR IN MMTC LTD.. The organization needs information towards the major competitor for silverware. This study provides the various factor to buy silverware product and to know the customer opinion of different brands of silver product. The need for this research to know the level of satisfaction of buying behaviour customer and their.

SCOPE OF THE STUDY: The study attempts to identify the reach of silverware and gold coins among customer of MMTC Ltd. The study also identifies the attitudes ad preference of different brands of silverware. The study is used to understand the buying factor for preferring silverware.

COMPANY PROFILE:

QUESTIONNAIRE: Respected Sir, I am S.ANAND KUMAR, pursuing II MBA in Rajalakshmi Institute of Technology, Chennai. As a part of my final year project The study on buying behaviour of customers on silverware items . I would like to gather some information which will help me in a depth study of my project. The information provided by you will be kept confidential and will be used for academic purpose only. I would be obligated if you would cooperate in filling up the questionnaire.

Yours sincerely, S.Anand Kumar. . 1. How often do you buy silver items:

a.

Once a year

b. Once a month

c. During occasion/festival.

2. How long have you been a purchasing silver items:

a. 0-6 months

b. 1-2 year

c. 2-3 year

d.3-4 year

e. more than 4 year.

3. Your most preferred place to purchase silver:

a. Jewellers b. MMTC Sanchi showroom in the market.

c. Local Silver shops

4. How you came to know about your preferred store:

a. Hoardings

b. Print Media

c. Friends/relatives.

5. Do you buy gold & silver coins? If yes, from where:

a. Banks

b. MMTC Sanchi showrooms c. Jewellers d. Post office.

6. Do you prefer stores which offer buy back facility:

a. Yes

b. No

7. Are you willing to compromise on quality if the price of the gold/silverware items appear to be attractive:

a. Yes

b. No.

8. Purpose of buying this product:

a. Investment purpose

b. Industrial purpose

c. Regular usage.

9. What do you look for in a product, when you go for purchase of silver:

Most preferred Design Price Quality Brand Popularity of store

Preferred

not so important

10. The idea of using the internet to shop in appealing. a. Strongly agree d. Disagree
2.

b. Agree

c. Neither agree Nor disagree

e. Strongly disagree.

How often have you bought something with an Internet retailer in the past twelve months?
a. 0-2 b. 5- 5 c.5 & above d. none of the above

3.

Kindly give suggestion to increase brand loyalty and customer satisfaction_______ .

PERSONAL INFORMATION:

Name: Phone Number: Monthly Average Income: a. 10000-20000 50000 b. 20000-30000 c. 30000-40000 e. 50000 & above. d. 40000-

Occupation: a. Govt. Employed. others. b. Private. c. Business. d.

Thank You for your cooperation