Professional Documents
Culture Documents
Malabar gold
jewellery store
Preface
Business research is the process of designing, gathering,
analyzing, and reporting information that may be used
to solve a specific business problem.
As we all know market research is an ancient technique
to find out how one things rank against each other. It
has been used since the time began.
Market research comprises one of the most important
and fascinating facets of marketing. The ethical aspects
of market research and the responsibilities each of the
marketing research stakeholders have to themselves,
one another, and the research project presented and
developed in more detail throughout the text.
Contents
Design of the study:
o Introduction of the study
o Objectives
Objective
To analyse the behaviour of customers of Malabar
Gold.
To know the motivating factors of consumers in
purchasing products of Malabar Gold.
To know how brand preference is formed in
purchasing Malabar Golds ornaments among
consumers.
To analyse marketing strategies of Malabar Gold.
To ascertain the level of brand loyalty and brand
image associated by consumer with a brand name
Malabar Gold and the reason for this.
To measure the level of satisfaction of customers of
Malabar Gold.
To study the consumer perception towards Malabar
Gold.
1. Source of data:
There are broadly two types of data available to a
researcher. They are;
(a) Primary data
(b) Secondary data
Primary data:
Secondary data:
2. Sampling:
In the consumer market research, there is a problem of
selecting a sample of few hundred respondents from a
vast population. The reason for sampling is that it is not
possible to cover the entire population in the field of
research.
SAMPLING DESIGN
applications
In various countries, gold is used as a standard for
monetary exchange, in coinage and in jewellery. Pure
gold is too soft for ordinary use and is typically
hardened by alloying with copper or other base
metals. The gold content of gold alloys is measured in
carats (k), pure gold being designated as 24k.
As a medium of monetary
exchange
Gold coins intended for circulation from 1526 into the
1930s were typically a standard 22k alloy called
crown gold, for hardness. Modern
collector/investment bullion coins are typically 24k,
although the American Gold Eagle and British gold
sovereign continue to be made at 22k, on historical
tradition. The world wide used coins are American
Gold Eagle, British Gold Sovereign, Canadian Gold
Maple Leaf, Gold Kangaroos, Australian Gold Nugget,
Australian Lunar Calendar Series, Austrian
Philharmonic and American Bufalo.
Jewellery
Because of the softness of pure (24k) gold, it is usually
alloyed with base metals for use in jewellery, altering
its hardness and ductility, melting point, colour and
other properties. Alloys with lower cartage, typically
22k, 18k, 14k or 10k, contain higher percentages of
copper, or other base metals or silver or palladium in
the alloy. Copper is the most commonly used base
metal, yielding a redder colour. 18k gold containing
25% copper is found in antique and Russian jewellery
and has a distinct, though not dominant, copper cast,
creating rose gold. Fourteen carat gold-copper alloy is
nearly identical in colour to certain bronze alloys, and
both may be used to produce police and other badges.
Blue gold can be made by alloying with iron and purple
gold can be made by alloying with aluminium, although
rarely done except in specialize jewellery. Blue gold is
more brittle and therefore more difficult to work with
when making jewellery. Fourteen and eighteen carat
gold alloys with silver alone appear greenish-yellow and
are referred to as green gold. White gold alloys can be
made with palladium or nickel. White 18 carat gold
containing 17.3% nickel, 5.5% zinc and 2.2% copper is
silver in appearance.
Other uses
Salts and radio scopes of gold are used in
pharmacology.
Gold leaf, flakes or dust is used in some gourmet
foodstufs, sweets and drinks as decorative ingredient.
Gold is used in dentistry as crowns and permanent
bridges.
Gold threads are used in embroidery
Gold has been used for electrical wiring in some high
energy applications, atomic experiment and other
electrical equipments.
Olympics, Nobel Prize and other competitions and
honours award a gold medal to the winner.
Occurrence
In nature, gold most often occurs in its native state
(that is, as a metal), though usually alloyed with
silver. Native gold contains usually eight to ten per
cent silver, but often much more - alloys with a silver
content over 20% are called electrum. As the amount
of silver increases, the colour becomes whiter and the
specific gravity becomes lower. Ores bearing native
gold consist of grains or microscopic particles of
metallic gold embedded in rock, often in association
with veins of quartz or sulphide minerals like pyrite.
These are called "lode" deposits. Native gold is also
found in the form of free flakes, grains or larger
nuggets that have been eroded from rocks and end
up in alluvial deposits (called placer deposits). Such
free gold is always richer at the surface of gold
bearing veins owing to the oxidation of accompanying
minerals followed by weathering, and washing of the
dust into streams and rivers, where it collects and can
be welded by water action to form nuggets.
Gold minerals
Gold usually occurs in nature as the native element or
as the gold silver alloy electrum. Gold does occur
combined with tellurium as the minerals calaverite,
krennerite, nagyagite, petzite and sylvanite. Gold also
occurs as the rare bismuthide maldonite (Au2Bi) and
the antimonide aurostibite (AuSb2). Gold also occurs
as rare alloys with copper, lead, and mercury: the
minerals auricupride (Cu3Au), novodneprite (AuPb3)
and weishanite (AuAg)3Hg2).
Production
Since the 1880s, South Africa has been the source for a
large proportion of the worlds gold supply, with about
50% of all gold ever produced having come from South
Africa. Production in 1970 accounted for 79% of the
world supply, producing about 1,000 tones. However by
2007 production was just 272 tones. This sharp decline
was due to the increasing difficulty of extraction,
changing economic factors afecting the industry, and
tightened safety auditing. In 2007 China (with 276
tones) overtook South Africa as the world's largest gold
producer, the first time since 1905 that South Africa has
not been the largest.
OVERVIEW OF GOLD
INDUSTRY IN INDIA
Malabar
Gold
Introduction
History
Area of operation
Malabar Gold has opened its outlets throughout South
India and Gulf countries. In total it has 26 outlets
including wholesale outlets. They are listed as below:
Kerala: Calicut, Kannur, Thalassery, Kasaragod,
Palakad, Manjeri, Trissur, Perinthalmannna, Vadakara,
Kochi, Edappal, Kodungalloor, Kanhagad, Thodupuzha,
Sulthan Bathery.
MISSION OF THE
ORGANISATION
Vision of the organization is as follows:
ORGANISATONAL STRUCTURE
An organizational structure explains how authority and
responsibility flows from one head to other. In Malabar Gold
Managing Director is at the top level. He sets the plans and
policies. He controls each and every corner of the showroom.
Malabar Gold follows the centralized form of structure. It
means that all powers are vested with the op level
management. The organization mainly has 4 departments and
each department its own departmental heads and trainees.
Sources of funds
The main sources of the funds are bank loans and from
other financial institutions. Almost half of the capital
are owned fund.
FACTORS INFLUENCIG
CONSUMER BEHAVIOUR
Projective Techniques
To throw the customer of his or her conscious level and
to get know subconscious-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 customers lifestyle and self
concept.
PURCHASE BEHAVIOUR
ANALYSIS OF DATA
Table No. 1
Showing the no. of customers in sex classes:
Category No. of Percentage
Respondents
Male 10 10 %
Female 90 90 %
Total 100 100 %
Interpretation
We have surveyed 100 people from which 90 were
female and 10 were men. We chose women as the
dominating influence as jewellery is mostly a womens
accessory. Women mostly use jewellery such as
bangles, necklace, rings etc. But men mostly use rings
and a bit of necklace as their jewellery. So women use
more variety of jewellery than men, hence we
concentrated on surveying women rather than men.
Table No. 2
Showing the no. of respondents belonging to diferent
income level
Findings
SUGGESTIONS
Malabar Gold 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 watch,
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
Malabar Gold is good. The overall performances in all
areas are satisfactory.
References
Books referred to:
Company profile and magazines
Business world
Websites visited:
www.wikipedia.org
www.malabargoldindia.com
Few Snaps:
QUESTIONNAIRE
1) Name: ________________________________
Address: ________________________________
Ph. No: ________________________________
2) Sex:
Male [ ]
Female [ ]
4) Marital status:
Married [ ]
Unmarried [ ]