10120140506002

International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
Volume 5, Issue 6, June (2014), pp. 10-20 © IAEME
10
PERCEPTION OF CONSUMERS TOWARDS BRANDED JEWELLERY
PRODUCTS OF MALABAR GOLD IN THIRUVANANTHAPURAM CITY
Dr. K.K.Ramachandran DayanaSajjanan
Director/Research Guide PhD Scholar
Department of Commerce, Department of Commerce,
Dr.G.R.Damodaran College of Science Dr.G.R.Damodaran College of Science
Coimbatore 641014 Coimbatore 641014
ABSTRACT
Branded jewellery products have created a sort of revolution in the field of jewellery retail
market. The main attraction of branded jewels is that they have a unique style of their own that
differentiates them from others. Moreover the designs of the ornaments are exquisite and have a
futuristic approach that offers people a break from the monotonous pieces that are not in vogue
anymore. Each jewel has an element of distinctiveness and newness that makes it preferable to the
rest of the options. These collections of ornaments are designed in pure gold and diamond and they
are synonym for fitness. The credit for coming up with these ultramodern pieces of jewellery goes to
Malabar Gold. The branded jewellery products have a great impact on the purchasing power of the
consumers and the sale of branded products isincreasing.
INTRODUCTION
Gold has always fascinated the mankind’s imagination and influenced their urge to possess
the same. Gold occupies a pivotal role in the social and economic life of poor and rich alike. In India,
besides the economic and strong social considerations, individuals are highly sentimental about the
gold jewellery in their possession, as the gold ornaments are passed on from one generation to
another. Acquisition of gold is considered auspicious and necessary for making family ornaments to
get a sense of wellbeing in our country. Gold is increasingly considered as an investment that
appreciates over years and provides a hedge against inflation. Gold is also considered as a medium
that can be pledged easily during difficult times for securing financial accommodation.
Till the early 1990s the consumers bought jewellery for investment rather than for adornment.
At that period confidence in the non branded jewellery was the hallmark of the gold jewellery trade
in India. A jeweller or goldsmith in a local area had a fixed and loyal clientele. The buyer had
implicit faith in his jeweller. Additionally, the non branded jeweller catered to the local taste for non
INTERNATIONAL JOURNAL OF MANAGEMENT (IJM)
ISSN 0976-6502 (Print)
ISSN 0976-6510 (Online)
Volume 5, Issue 6, June (2014), pp. 10-20
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branded jewellery products. However, since the late 1990s, there was a shift in consumer taste and
preferences. The modern world witnessed a definite change in consumer perception. There was a rise
in demand for Branded and lightweight jewellery products. Women were increasingly opting for
fashionable and light weight jewellery instead of chunky jewellery. So in order to gain market share,
jewellery shops were forced to come up with designs that customers want and win the trust and
confidence of consumers by hallmarking and demonstrating the purity of the gold used by them. To
compete with traditional jewellers, branded players were forced to find out some way to differentiate
themselves.
Branded jewellery products have created a sort of revolution in the field of jewellery retail
maret. It has been extremely successful in creating a stir amongst keralites. The main attraction of
branded jewels is that they have a unique style of their own that differentiate their stuff from others.
Moreover the designs of the ornaments are exquisite and have a futuristic approach that offers people
a break from monotonous pieces that are not in vogue anymore. Each jewel has an element of
distinctiveness and newness that makes it preferable to the rest of the options. The credit for coming
up with these ultramodern pieces of jewellery goes to Malabar Gold.
Keralites always had a fondness for branded ornaments which were available only abroad.
The latest introduction of branded jewellery products of Malabar gold includes:
1. MINE’ DIAMONDS: itis the premium diamond tudded jewellery range with most
contemporary and traditional designs for all occasions. Mine is a brand from the joint venture
between Malabar gold & Diamonds (The Leading Retail Jewelry Chain) and Mahendra
Brothers (One of the World's first & largest DTC sight holder). 'Mine' offers exotic &
exquisite range of collections in Bridal, Solitaire, Everyday Lightweight, Men's & Platinum
Diamond Jewelry. This exclusive brand of Malabar Gold &Diamonds comes with the quality
assurance of EF-VVS diamonds with IGI (International Gemological Institute) certification,
Lifetime Free Maintenance, 100% buy-back guarantee and One Year Free Insurance.
2. ERA is an exclusive collection of uncut diamond jewellery. It is inspired by the heritage
culture of India. The designs are a fusion of ageless Indian jewellery styles with modern
trends. Mughal royalty wore these as a sign of prestige and heritage. Exquisitely crafted in 22
Karat gold, the collection features uncut diamonds and precious stones, offering unmatched
craftsmanship, purity and design excellence to jewellery lovers everywhere.
3. DIVINE is a tribute to Indian tradition and craftsmanship. Unique in style, painstakingly
carved, inscribed and embedded, Divine aims to revive memories of a golden era marked by
royalty, culture, and vintage lifestyles. But more than ever, Divine marks a celebration of a
bond; a union we made once, but one that lasts a lifetime. Inspired by nature, fuelled by
beauty and belief, it is the result of artistic imagination and fine craftsmanship connecting the
prehistoric ages to the present day, Divine is one of its kind in beauty and quality.
4. ETHNIX handcrafted designer jewellery is one of the most exquisite brands in Malabar Gold
& Diamonds showrooms all across India and the Middle East. This intricately crafted
collection features necklaces, pendants, earrings and bangles. The poise of traditional
craftsmanship and intricate designs is visible in every piece, with meticulousness and
graceful enamel work making them the most cherished pieces of artistic expression. They
offer customized designs for those who aspire to be unique, and meticulously craft exclusive
designs as per individual specifications in various colours and designs, often averaging over
200 skilled man-hours on a piece.
5. STARLET - Moms love to doll up their little ones with fancy and attractive jewels. So there
is no wonder that kids’ jewellery has become very popular and a wonderful range of
jewellery articles for children are available for all age groups. Not only do the designs have to
be playful and unique to suit the mischievous nature of children, but the metals need to be

12
100% child-safe and non-hazardous. Starlet jewellery is really gorgeous for children and
crafted using the latest in child-friendly technology; these collections will be the ideal
souvenirs for children of all ages. By introducing varieties of design Starlet grab the little
minds between the age group of 1-10, each piece is carefully created with no sharp edges and
using the most child-safe materials possible.
6. PRECIA Malabar Gold & Diamonds now presents a graceful collection of gem jewellery for
the woman today; Precia-Precious Gem Jewellery is featuring an assortment of stunning
designs, incorporating precious gems like ruby, emerald, yellow sapphire and blue sapphire
crafted in 22K gold, the vast collection of Necklaces, bangles, earrings and rings are sure to
enthrall everyone.
7. Brides of India Collection: Jewellery forms a very important part of the overall attire of
Kerala bride. In fact, the bridal look is believed to be incomplete unless the bride wears each
and every piece of jewellery meant for her. Malabar Gold is presenting “Brides of India”
Jewellery festival, wherein a wide range of bridal collections are on display. The jewellery
chain is all set to add an extra glitter to the wedding season with specific traditional collection
for brides from different regions such as Kerala, Karnataka, goa, Tamil Nadu, Andhra
Pradesh, Rajasthan, Punjab, Gujarat, and so on. The slogan used to express the Brides of
India “ Different Cultures One Emotion”
MALABAR GOLD
Today Malabar Gold is a leading jeweller in South India and Middle East. It has not only
retail outlets but also runs wholesale outlets too. Malabar Gold is reputed jewellery maker and has
millions of customers across India and outside. The name “Malabar” itself gives a clear idea of its
origin, it was born on 5th
July 1993 at Kozhikode, which is known as heart of Malabar. Since its
inception Malabar Gold is successful in spreading its wings throughout Kerala, Karnataka, Andhra
Pradesh and Gulf Countries. In Kerala it has 32 retail outlets.
SIGNIFICANCE AND SCOPE OF THE STUDY
Precious metals like gold, silver and others is being worn as ornaments by many people all
over the world and especially in India culture heritage and custom has influenced to a very great
extent to the practice of wearing ornaments made of precious metals and stones. Gold jewellery as a
business and trade is growing at a very rapid rate. The nature of this trade is made up of both branded
and non branded manufacturers and traders. A big market evolution is being witnessed in the form of
product branding especially in the jewellery sector. Thus Kerala which has witnessed rapid
expansion in the field of hand made jewellery products in the past many decades is now having a
new type of competition and challenge in the form of branded jewellery products and it is occupying
more shares in the jewellery market.
The study covers the perception of the consumers of Malabar Gold in Thiruvananthapuram
City, Kerala. Branded Jewellery products offered by Malabar gold in the selected study area is
studied in detail. Branded jewellery products offered by other jewellery shops are out of the purview
of the present study.
STATEMENT OF THE PROBLEM
Gold is a highly cherished and valued commodity. Today, our most usual encounter with gold
is through our purchase and use of gold jewellery. Even in jewellery products branding exists. Many
factors may be influencing the consumers towards brandedjewellery products. What makes the

13
consumers to purchase branded jewellery products forms part of the present study. Malabar gold
offers variety of branded ornaments. Most of the cases consumers are not aware of the features and
benefits of all brandedProducts. This forms theanother important problem of the study.
OBJECTIVES OF THE STUDY
Following are the objectives of the present study.
1. To know the factors influencing the consumer towards branded jewellery products of
Malabar Gold.
2. To analyse the awareness of consumer on various branded jewellery products of Malabar
Gold.
3. To study the socio-demographic factors influencing consumer’s preference towards type of
ornaments.
REVIEW OF LITERATURE
Paul Noronha(2005) in her study “Brand appeal” that published in THE HINDU Volume 22
- Issue 23 mentioned that Branded jewellery has carved a niche for itself in the tough Indian market
and Its increasing growth rates show that before long it will corner a significant share of the
jewellery market. DTC's Supplier aims to grow consumer demand for diamond jewellery in the
context of the growing competitive luxury goods sector.
Rncos(2006) reported in his article “Indian Customers Showing Interest in Branded
Jewellery” that Indian Gems and Jewellery Market Future Prospects to 2011, gems and jewellery
market in India possess tremendous potential for future growth. It has an added advantage of low
production cost and highly skilled labor that separate it from its competitors. It is projected that the
overall gems and jewellery market will grow at a CAGR (Compound Annual Growth Rate) of
around 14% during 2009-2012.
Zoewood and Richard wachman (2010) opined that gold has always been seen as a safe
heaven for investors at times of economic uncertainty. Authors further explained that in 2009, India
accounted for a quarter of all gold used in jewellery products and is the world’s biggest jewellery
market, a head of china, the US on the Middle East. Further, authors have identified that gold has
been a standard medium of exchange for Indians over the centuries and almost the only means of
saving in rural areas, which account for 70 per cent of the population.
Ashwin Shah (1998) analysed the impact of recession on the branded jewellery industry. The
researcher has found out that the economic slowdown experts believe that it will grow at CAGR of
25%. There are also statements like the industry does not cover the entire population making a scope
for further growth. The review also brings light to the fact that the Indian consumers are price
sensitive and hence the branded jewellers cannot charge exuberant prices for the same.
METHODOLOGY OF THE STUDY
The present study is descriptive in nature. 180 respondents were selected at random using
Judgment Sampling of Non Probability Sampling Method. Both primary and secondary data were
used for the present study. Primary data were collected from the consumers of Malabar Gold.
Separate schedules have been used to collect the primary data in person. Secondary data were mainly
collected from newspapers and internet. Various statistical methods like percentage analysis and chi-
square test were used for analyzing the collected data. Interview schedules were prepared and used
for collecting data from the selected respondents.

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LIMITATIONS OF THE STUDY
The researchers had to confine the study on accounts of the limitations listed below.
1. The study has been limited to the native town of the researcher.
2. The primary data were collected from the sampling respondents while they were busy. Their
considered opinion may vary from time to time. However the validity of such data is ensured as
the researcher contacted them in personnel.
3. Lack of availability of full information.
ANALYSIS AND INTERPRETATION
Based on analysis the various interpretations are given below:
Table 1
Age Group and preference of branded jewellery products
Age No.of consumers Percentage
18-25 31 17.22
26-35 87 48.33
36-45 39 21.67
Above 45 23 12.78
Total 180 100
(Source: primary data)
It is observed that out of 180 consumers 48.33 per cent of the respondents belongs to the age
category of 26-35, 21.67 per cent of the respondents belong to 36-45, 17.22 per cent of the
respondents belong to 18-25 and the remaining 12.78 per cent belong to the age group 0f above 45.
Majority of the respondents belong to the age group of 26-35
Table 2
Education-wise classification
Educational
Status
No.of consumers Percentage
Under Graduate 35 19.44
Graduate 71 39.45
Post Graduate 74 41.11
Total 180 100
It is observed that out of the selected respondents 41.11 per cent of the respondents are Post
Graduates 39.45 respondents are Graduates and the remaining 19.44 per cent are Under Graduates
It is observed that majority of the respondents are Post Graduates.

15
Table 3
Income Wise Classification
Average Monthly
Income
(In Rs)
Number of
Consumers
Percentage
Below 10,000 60 33.33
10,001-20,000 57 31.66
20,001-30,000 44 24.45
30,001-40,000 19 10.56
Above 40,000 - -
Total 180 100
It is observed that out of 180 respondents 33.33 per cent of the respondents belongs to the
income group of below Rs.10,000, 31.66 per cent belong to 10,001-20,000, 24.45 per cent belong to
20,001-30,000 and the remaining 10.56 belong to the income group of 30,001-40,000.
Majority of the respondents belong to the income group of Below Rs.10, 000
Table 4
Type of jewellery product preferred
Products Number of
Consumers
Percentage of
Consumers
Chains 57 31.67
Bangles 44 24.45
Ear rings 60 33.33
Finger rings 4 2.22
Necklace 15 8.33
Total 180 100
The result shows that out of 180 consumers 33.33 per cent of the respondents prefer to buy
earrings from malar gold, 31.67 prefer to buy chains, 24.45 per cent prefer to buy bangles, 8.33 per
cent prefer to buy necklace and the remaining 2.22 per cent prefer to buy finger rings. Majority of the
respondents prefer to buy Ear rings.
Table 5
Frequency of Purchase
Frequency of purchase Number of
Consumers
Percentage of
Consumers
Once in six months 35 19.44
Once in a year 71 39.45
Whenever any occasion
comes up
74 41.11
Others if any - -
Total 180 100

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The above table exhibits that Majority of the respondents (41.11 per cent) purchase jewellery
whenever any occasion comes up, 39.45 per cent purchase once in a year and the remaining 19.44
per cent purchase jewellery once in six months. It is clear that majority of the respondents (41.11 per
cent) purchase jewellery whenever any occasion comes up.
Table No.6
Most Preferred Jewellery product brand
Brands Number of
Consumers
Percentage
Ethnix Collection 29 16.11
ERA Collection 14 7.78
Divine Collection 50 27.78
Starlet Collection 38 6.67
Precia Collection 20 11.11
Mine Collection 17 9.44
Brides of India Collection 12 21.11
Total 180 100
It is found out that majority of the respondents (27.78 per cent) prefer Divine Collection
followed by Brides of India Collection (21.11 per cent), Ethnix Collection (16.11 per cent), Precia
Collection (11.11 per cent), Mine Collection (9.44 per cent), ERA Collection (7.78 per cent) and the
remaining 6.67 per cent prefer Starlet Collection.
Majority of the respondents (27.78 per cent) prefer Divine Collection.
Table No.7
Sources of awareness of branded jewellery products
Sources Number of
Consumers
Percentage
Advertisements 73 40.56
Recommendations from
friends and relatives
72 40
Dealers and representatives 35 19.44
Others if any
Total 180 100
Out of 180 respondents 40.56 per cent are aware of the branded jewellery products through
advertisements, 40 per cent are aware of the branded jewellery products throughrecommendations
from friends and relatives and the remaining 19.44 per cent through dealers and representatives.
Majority of the respondents (40.56)are aware of the branded jewellery products through
advertisements.

17
Table No.8
Motives for choosing branded jewellery products
Motives Number of
Consumers
Percentage
Price 11 6.11
Quality 49 27.22
Design 34 18.89
Brand Image 30 16.67
Advertisement 9 5
Brand Icon 47 26.11
Others if any - -
Total 180 100
(Source: Primary Data)
27.22 per cent of the respondents opined that quality is the major factor influenced them
towards branded jewellery products. 26.11 per cent of the respondents opined that Brand Icon
influenced them to choose branded jewellery products. According to 18.89 per cent of the
respondents design is the major motive influenced them towards branded jewellery products. 16.67
per cent opined that brand image is the factor influenced them towards branded jewellery products,
6.11 opined that price attracted them and the remaining 5 per cent opined that advertisement is the
major attribute attracted them towards branded jewellery products.
Majority of the respondents (27.22 per cent) opined that quality is the major important factor
influenced them towards branded jewellery products.
Table No.9
Relationship between Type of Ornaments and Age of Consumers
Age Type of Ornament Total
Traditional Modern
18-25 5 26 31
26-35 48 39 87
36-45 11 28 39
Above 45 14 9 23
Total 78 102 180
(Source: primary data), X2=21.62.df=3, table value at 5 per cent level of significance=7.815
Consumer’s preference towards type of ornaments may differ according to their age. The
relationship between type of ornaments and age are presented in the above table.
HO- There is no significant relationship between preference for type of ornaments and age of the
consumers.
The computed chi-square value is 21.62 which is higher than the table value at 5 per cent
level of significance. So the hypothesis is rejected. Hence there is significant relationship between
preference for type of ornaments and age of the consumers.

18
Table No.10
Relationship between Type of Ornaments and Qualification of Consumers
Qualification Type of Ornament Total
Traditional Modern
Under Graduate 11 24 35
Graduate 27 44 71
Post Graduate 40 34 74
Total 78 102 180
(Source: primary data), X2=6.61.df=2, table value at 5 per cent level of significance=5.991
HO: There is no significant relationship between preference for type of ornaments and qualification
of consumers.
The calculated chi-square value is 6.61 which is higher than the table value at 5 per cent level
of significance. So the hypothesis is rejected. Hence it is statistically proved that there is significant
relationship between preference for type of ornaments and qualification of consumers or preference
for type of ornaments is dependent on educational qualification of consumers.
Table No.11
Relationship between Type of Ornaments and Income of Consumers
Monthly Income (in Rs) Type of Ornament Total
Traditional Modern
Below 10,000 14 46 60
10,001-20,000 20 37 57
20,001-30,000 30 14 44
30,001-40,000 14 5 19
Total 78 102 180
(Source: primary data), X2=32.39 df=3, table value at 5 per cent level of significance=7.815
HO: There is no significant relationship between preference for type of ornaments and income of the
consumers.
The calculated chi-square value is 32.39 which is higher than the table value at 5 per cent
level of significance. So the hypothesis is rejected. Hence it is proved that there is significant
relationship between preference for type of ornaments and income of the consumers.

19
FINDINGS
1. Majority of the respondents belong to the age group of 26-35
2. Majority of the respondents are Post Graduates
3. Majority of the respondents belong to the income group of Below Rs.10, 000
4. Majority of the respondents prefer to buy Ear rings
5. Majority of the respondents purchase jewellery whenever any occasion comes up.
6. Majority of the respondents prefer Divine Collection.
7. Majority of the respondents are aware of the branded jewellery products through
advertisements.
8. Majority of the respondents opined that quality is the major important factor influenced them
towards branded jewellery products.
9. There is significant relationship between preference for type of ornaments and age of the
consumers.
10. There is significant relationship between preference for type of ornaments and qualification of
consumers or preference for type of ornaments is dependent on educational qualification of
consumers.
11. There is significant relationship between preference for type of ornaments and income of the
consumers.
SUGGESTIONS
Advertisements have a great impact on the buying decision of the consumers so more focus
on advertisement and media is necessary. The company should promote attractive gold investment
schemes especially for the youth because this category may not have enough funds to buy gold
ornaments at a time. In addition to the current brand icons the company should try to rope in new
generation film stars and sports personalities in order to woo the younger generation. Besides the
aforesaid points the company could.
CONCLUSION
The present study was conducted on the perception of consumers towards branded jewellery
products with special reference to Malabar Gold Thiruvananthapuram Town. The modern market is
consumer oriented and the consumer is having a sense of freedom and choice. The perception of
consumer is continuously shifted from non-branded to branded jewellery products. Hence the
branded jewellery products is facing an uptrend on these days, so the companies should take these
aspects into consideration and keep up its values of trust, authenticity, credibility, objectivity of the
respondents and serve them the best of possible.
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