Descriptive Analysis

Have you ever or would you consider using internet to give you ideas for jewellery
purchase? Yes, i have already used the internet to find ideas.

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 155 44.0 44.0 44.0
No 197 56.0 56.0 100.0
Total 352 100.0 100.0

yes, use of internetfor ideas

From this we can see that most of the people don’t consider or will not consider internet to find ideas
for purchase of jewellery.
Have you ever or would you consider using internet to give you ideas for jewellery
purchase? No, i haven't used the internet to find ideas but i would consider it.

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 138 39.2 39.2 39.2
No 214 60.8 60.8 100.0
Total 352 100.0 100.0

Haven'tused internet
Most of the respondents have not considered internet to take ideas but they are ready to use it for
choosing jewellery for them.
Have you ever or would you consider using internet to give you ideas for jewellery
purchase? No, i would never use the interrnet to find ideas.

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 60 17.0 17.0 17.0

no 292 83.0 83.0 100.0

Total 352 100.0 100.0

No, never used internet for ideas

Have you ever or would you consider ordering jewellery over the internet? Yes, i
have already ordered jewellery over the internet.

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 100 28.4 28.4 28.4
no 252 71.6 71.6 100.0
Total 352 100.0 100.0

Yes, OrderedJewel ery online

More than 70% of the respondents have not ordered jewellery online. Only a few people consider buying
jewellery online.
 Have you ever or would you consider ordering jewellery over the internet? No, i
haven't ordered jewellery over the internet but i would consider it.

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 138 39.2 39.2 39.2
No 214 60.8 60.8 100.0
Total 352 100.0 100.0

No, haven't orderedonline

There are very few respondents who are willing to buy jewellery online as everyone cannot trust buying things
online and that to jewellery which is costly
 Have you ever or would you consider ordering jewellery over the internet? No, I
would never use the internet to order jewellery.

Frequency Percent Valid Percent Cumulative Percent

Valid yes 119 33.8 33.8 33.8
no 233 66.2 66.2 100.0
Total 352 100.0 100.0

no, never orderedonline

Would you need to see a piece of jewellery in a retail store before making the final
decision to purchase it
Frequency Percent Valid Percent Cumulative Percent
Valid yes 247 70.2 70.2 70.2
no 105 29.8 29.8 100.0
Total 352 100.0 100.0

Se before buying
Around 70% of the respondents like to see the jewellery before buying it. They want to see the ornament in
hand before purchasing it.
 What are the most important criteria when considering a jewellery purchase. Price

Frequency Percent Valid Percent Cumulative Percent

Valid yes 155 44.0 44.0 44.0
no 197 56.0 56.0 100.0
Total 352 100.0 100.0

Price
For more than 50%of the respondents surveyed, price is not the most important criteria while purchasing
jewellery
What are the most important criteria when considering a jewellery purchase. Style

Frequency Percent Valid Percent Cumulative Percent

Valid yes 137 38.9 38.9 38.9
no 215 61.1 61.1 100.0
Total 352 100.0 100.0

Style
very few respondents consider style as a criteria for purchasing jewellery.
 What are the most important criteria when considering a jewellery purchase.
Quality
Frequency Percent Valid Percent Cumulative Percent
Valid yes 174 49.4 49.4 49.4

no 178 50.6 50.6 100.0

Total 352 100.0 100.0

Qualtiy
Around Half of the respondents consider Quality as a criteria while purchasing a
jewellery.
 What are the most important criteria when considering a jewellery purchase.
Reliability
Frequency Percent Valid Percent Cumulative Percent
Valid yes 91 25.9 25.9 25.9

no 261 74.1 74.1 100.0

Total 352 100.0 100.0

Reliabil ty
Reliability as criteria for purchasing is not considered by the respondents.
 What are the most important criteria when considering a jewellery purchase.
Hallmark
Frequency Percent Valid Percent Cumulative Percent
Valid yes 173 49.1 49.1 49.1
no 178 50.6 50.6 99.7
3 1 .3 .3 100.0
Total 352 100.0 100.0

Hal mark
Not everyone looks for the Hallmark while purchasing jewellery online.
 How would you prefer to acquire jewellery
Cumulative
Frequency Percent Valid Percent Percent
Valid Myself 156 44.3 44.3 44.3
Gift from someone 78 22.2 22.2 66.5
Like both choosing and 118 33.52 33.5 100
receiving jewellery
Total 352 100.0 100.0

Acquire Jewel ery myself

Mostly people buy jewellery online for themselves.
 On average how frequently do you purchase jewellery for yourself or as a gift
Cumulative
Frequency Percent Valid Percent Percent
Valid more than once in a 27 7.7 7.7 7.7
month
once in a month 50 14.2 14.2 21.9
one every six months 78 22.2 22.2 44.0
once a year 71 20.2 20.2 64.2
only on special occasions 126 35.8 35.8 100.0
Total 352 100.0 100.0

Frequency of purchase
More than…
People generally buy jewellery on special occasions (around 35%).
 On what occasions do you wear jewellery
Cumulative
Frequency Percent Valid Percent Percent
Valid weekends only 39 11.1 11.1 11.1
special occasions 284 80.7 80.7 91.8
Others 29 8.23 8.2 100
Total 352 100.0 100.0

Wear Jewellery
Weekends…
People generally wear jewellery on special occasions.
 What jewellery items do you generally purchase or have purchased. Rings

Frequency Percent Valid Percent Cumulative Percent

Valid yes 170 48.3 48.3 48.3
no 182 51.7 51.7 100.0
Total 352 100.0 100.0

Rings
Around 49% of the respondents procure Rings online.
 What jewellery items do you generally purchase or have purchased. Earrings

Frequency Percent Valid Percent Cumulative Percent

Valid yes 150 42.6 42.6 42.6

no 202 57.4 57.4 100.0

Total 352 100.0 100.0

Ear ings
Around 43% of the respondents buy earrings online.
 What jewellery items do you generally purchase or have purchased. Bracelet

Frequency Percent Valid Percent Cumulative Percent

Valid yes 84 23.9 23.9 23.9
no 268 76.1 76.1 100.0
Total 352 100.0 100.0

Bracelet
Only 84 out of 352 respondents procure Bracelet online.
 What jewellery items do you generally purchase or have purchased. Necklace

Frequency Percent Valid Percent Cumulative Percent

Valid yes 87 24.7 24.7 24.7

no 265 75.3 75.3 100.0

Total 352 100.0 100.0

Necklace
A Quarter of respondents procure Necklaces online.
 What jewellery items do you generally purchase or have purchased. Anklet

Frequency Percent Valid Percent Cumulative Percent

Valid yes 46 13.1 13.1 13.1

no 306 86.9 86.9 100.0

Total 352 100.0 100.0

Anklet
13.1% procure Anklets from online jewellery stores.
What is your preference of stones in jewellery you purchase or have purchased.
Pearl
Frequency Percent Valid Percent Cumulative Percent
Valid yes 100 28.4 28.4 28.4

no 252 71.6 71.6 100.0

Total 352 100.0 100.0

Pearl
Only around 30% of the respondents prefer pearl as a stone
 What is your preference of stones in jewellery you purchase or have purchased.
Emerald
Frequency Percent Valid Percent Cumulative Percent
Valid yes 50 14.2 14.2 14.2
no 302 85.8 85.8 100.0
Total 352 100.0 100.0

Emerald
There are only around 15% of the respondents who prefer emerald stone
 What is your preference of stones in jewellery you purchase or have purchased.
Sapphire
Frequency Percent Valid Percent Cumulative Percent
Valid yes 41 11.6 11.6 11.6

no 311 88.4 88.4 100.0

Total 352 100.0 100.0

Sap hire
Only around 11% of the respondents prefer sapphire as stone
What is your preference of stones in jewellery you purchase or have purchased.
Other

Frequency Percent Valid Percent Cumulative Percent

Valid yes 31 8.8 8.8 8.8

no 320 91.19 91.1 100

Total 352 100.0 100.0

Other
 What material/ metal do you prefer the most

Frequency Percent Valid Percent Cumulative Percent

Valid gold 183 52.0 52.0 52.0
platinum 104 29.5 29.5 81.5
silver 46 13.1 13.1 94.6
other 19 5.4 5.4 100.0
Total 352 100.0 100.0

Metal Preference
The most preferred metal by the respondents is gold followed by platinum. Silver is the least preferred
 How much do you generally spend on each purchase made
Frequency Percent Valid Percent Cumulative Percent
Valid upto 5000 73 20.7 20.7 20.7
5000-10000 74 21.0 21.0 41.8
10000-50000 99 28.1 28.1 69.9
50000-100000 84 23.9 23.9 93.8
more than 100000 22 6.3 6.3 100.0
Total 352 100.0 100.0

Spending on Purchase Upto 50 0

50 0-10 0
The maximum amount spent by the respondents id between 10,000- 50,000. There are many respondents also
who spend between 50,000 – 1, 00,000 . There are very few who spend more than 1, 00,000 .
 When was the last jewellery purchase you made or jewellery gift purchased for
you
Cumulative
Frequency Percent Valid Percent Percent
Valid in the past month 39 11.1 11.1 11.1
1month to 3months ago 73 20.7 20.7 31.8
3month to 6months ago 89 25.3 25.3 57.1
6months to 12months 68 19.3 19.3 76.4
ago
1year ago or older 83 23.6 23.6 100.0
Total 352 100.0 100.0

Last jewel ery purchased In the past…

1-3 Months
Most of the respondents have purchased jewellery 3-6 months ago. The reason for this is may be
demonetisation.
 What was the amount you spent on your last jewellery purchased
Cumulative
Frequency Percent Valid Percent Percent
Valid upto 5000 91 25.9 25.9 25.9
5000-10000 63 17.9 17.9 43.8
10000-50000 124 35.2 35.2 79.0
50000-100000 56 15.9 15.9 94.9
100000 and above 18 5.1 5.1 100.0
Total 352 100.0 100.0

Money spendonlast purchase Upto 50 0

50 0-10 0
124 respondents out of 352 spend between 10,000 – 50,000 on their last jewellery purchase. Very few of them
spent more than 1, 00,000
 You mostly purchase jewellery as/for
Cumulative
Frequency Percent Valid Percent Percent
Valid as a gift 77 21.9 21.9 21.9
for personal use 243 69.0 69.0 90.9
other 32 12.64 12.6 100
Total 352 100.0 100.0

Jewelery purchasefor
Around 70% of the respondents purchase jewellery for their personal use. 20% only use it as gift.
 How do you prefer to have your jewelry
Cumulative
Frequency Percent Valid Percent Percent
Valid customized 118 33.5 33.5 33.5
ready made 218 61.9 61.9 95.5
other 16 4.5 4.5 100.0
Total 352 100.0 100.0

Preference
Most people prefer to have their jewellery readymade. Around 33% prefer it customised.
 Age

Frequency Percent Valid Percent Cumulative Percent

Valid 15-25 185 52.6 52.6 52.6
25-35 95 27.0 27.0 79.5
35-50 55 15.6 15.6 95.2
above 50 17 4.8 4.8 100.0
Total 352 100.0 100.0

Age
 Profession
Cumulative
Frequency Percent Valid Percent Percent
Valid student / unemployed 150 42.6 42.6 42.6
service 67 19.0 19.0 61.6
business 43 12.2 12.2 73.9
teacher 47 13.4 13.4 87.2
home maker 36 10.2 10.2 97.4
other 9 2.6 2.6 100.0
Total 352 100.0 100.0

Profes ion Student/Une…

Service
 Income
Cumulative
Frequency Percent Valid Percent Percent
Valid upto 25000 206 58.5 58.5 58.5
25000-50000 62 17.6 17.6 76.1
50000-75000 43 12.2 12.2 88.4
75000-100000 20 5.7 5.7 94.0
more than 100000 21 6.0 6.0 100.0

Total 352 100.0 100.0

Income
Upto 250 0
 Cross tabulation Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
how much do you generally
spend on each purchase 352 100.0% 0 0.0% 352 100.0%
made * income
 how much do you generally spend on each purchase made * income
Crosstabulation

Count
Income Total

upto 25000- 50000- 75000-100000 more than 100000

25000 50000 75000

upto 5000 56 11 2 1 3 73

5000-10000 50 13 4 5 2 74
how much do you
generally
10000-50000 46 21 22 6 4 99
spend on each
purchase made
50000-100000 40 17 14 6 7 84

more than 14 0 1 2 5 22
100000

Total 206 62 43 20 21 352

 Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
on average how frequently do
you purchase jewellery for
yourself or as a gift * how 352 100.0% 0 0.0% 352 100.0%
much do you generally spend
on each purchase made
 on average how frequently do you purchase jewellery for yourself or as a gift *
how much do you generally spend on each purchase made Crosstabulation

Count
how much do you generally spend on each purchase made Total

upto 5000 5000- 10000- 50000- more than

10000 50000 100000 100000

more than once in a 6 12 5 4 0 27

month

once in a month 16 8 11 10 5 50
on average how
frequently do you
one every six 11 14 28 20 5 78
purchase jewellery months
for yourself or as a
gift
once a year 5 14 23 24 5 71

only on special 35 26 32 26 7 126

occasions

Total 73 74 99 84 22 352
 CONCLUSION

Consumer behaviour is often studied because certain decisions are

significantly affected by their behaviour or expected action. For this
reason is said to be applied discipline.
Tanishq was the most preferred brand among the respondents
Uniqueness is valued the most among the respondents
Gold is the most preferred metal among all
 SHORTCOMINGS

People were not ready to share how much they spend on jewellery
as a big amount is spent on it.
Most of the respondents were students so we had difficulty in
analysing
RESPONDENTS WERE NOT WILING TO TAKE SURVEY AND GIVE
PERSONAL INFO.
Thank you