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INTRODUCTION 1.1 INTRODUCTION OF THE STUDY Promotion is the business of communicating with customers. It will provide information that will assist them in making a decision to purchase a product or service. Promotion is the business of communicating with customers. It will provide information that will assist them in making a decision to purchase a product or service. The following are two types of Promotion: 

Above the line promotion: Promotion in the median which the advertiser pays an advertising agency to place the ad

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Below the line promotion: All other promotion. Much of this is intended to be subtle enough for the consumer to be unaware that promotion is taking place. E.g. sponsorship, product placement, , sales promotion, merchandising, direct mail, personal selling, public relations, trade shows. Sales promotion tends to be thought of as being all promotions apart from advertising,

personal selling, and public relations. For example:: the BOGOF promotion, or Buy One Get One Free. Others include couponing, money-off promotions, competitions, free accessories (such as free blades with a new razor), introductory offers (such as buy digital TV and get free installation), and so on. Each sales promotion should be carefully coasted and compared with the next best alternative. Personal Selling is an effective way to manage personal customer relationships. The sales person acts on behalf of the organization. They tend to be well trained in the approaches and techniques of personal selling. However sales people are very expensive and should only be used where there is a genuine return on investment. For example: salesmen are often used to sell cars or home improvements where the margin is high. Public Relations are defined as 'the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics' (Institute of Public Relations). It is relatively cheap, but certainly not cheap. Successful strategies tend to be long-term and plan for all eventualities. All airlines exploit PR; just watch what happens when there is a disaster. The pre-planned PR machine clicks in very quickly with a very effective rehearsed plan.

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Direct mail is very highly focused upon targeting consumers based upon a database. As with all marketing, the potential consumer is 'defined' based upon a series of attributes and similarities. Creative agencies work with marketers to design a highly focused communication in the form of a mailing. The mail is sent out to the potential consumers and responses are carefully monitored. For example: if you are marketing medical text books, you would use a database of doctors' surgeries as the basis of your mail shot. Such approaches are very good for making new contacts and renewing old ones. Companies will seldom sell much at such events. The purpose is to increase awareness and to encourage trial. They offer the opportunity for companies to meet with both the trade and the consumer. Expo has recently finish in Germany with the next one planned for Japan in 2005, despite a recent decline in interest in such events. Advertising is a 'paid for' communication. It is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target market. There are many advertising media' such as newspapers, magazines and journals, television, cinema, outdoor advertising. A promotional mix is the result of a conscious effort to select promotional methods that reinforce a marketing strategy. Advertising will not attract enough customers. Sales promotion alone will not be effective. Publicity may be important but it will not sufficiently inform the public. Personal selling links buyers and sellers but the sales persons need support systems or other promotional means to grab customers. The goal of promotion program is to generate sales. In order to achieve this goal, organization adopts various methods like informing, persuading and reminding its target customers about their existence and their products and\ or services.

Promotional mix element 1. Advertising 2. Public relations or publicity 3. Sales promotion 4. Direct marketing 2

5. Personal selling Advertising Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These brands are usually paid for or identified through sponsors and viewed via various media. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action. Personnel Selling Personnel selling bring humanness to selling. Sales representatives do what advertisement: inform, persuade or remind. But they do it in person and can thus give your company a distinct personality. There are two types of salespeople, older getters and order takers. Older getters engage in creative selling by finding and winning over customers. Older takers are more passive: they wait for customers to find them. The biggest factor in determining whether personnel selling should become part of your mix is whether staffing a proactive sales force applies to your business model. Personnel selling is most often used by companies that sell expensive, technical or highly. Public relations Public relations are a field concerned with maintaining public image for business, non-profit organization or high- profit people, such as celebrities and politicians. Others defined it as the practice of managing communication between an organization and its publics. Public relations provide an organization or individual exposure to their audiences’ using topics of public interest and news item that’s provide a third-party endorsement and do not direct payment. Once common activities include speaking at conferences working with the media, crisis communications and social media engagement, and employee communication the European view of public relation notes that besides a relational o\form of interactivity there is also a reflective paradigm that is concerned with public sphere; not only with relational, which can in principle in 3

private but also with public consequences of organizational behavior a much broader view of neoubiquitous interactive communication using the internet Direct Marketing Direct marketing enables you to communicate with your customers in a more personalized way than advertising, such as greeting them with a letter or telephoning them directly. Telemarketing, direct mail, catalogues and coupon mailers are all examples of direct-marketing techniques. Successful direct marketing depends on whether you can accrue and maintain a data base of your target market. Sales promotions Sales promotions are marketing activities that provide extra value or incentives to your sales force, distributers or consumers. Consumer-oriented sales promotion targets individual customers. It engages and motivates potential buyers. Examples include free samples, coupons, contests, rebates, premiums, retailers, visual merchandising is especially important. Attractive window and interior displays and eye-catching exterior signs can lure shoppers and reinforce the unique theme or character of your store.

1.2 PROFILE OF THE INDUSTRY THE GOLD INDUSTRIES The jeweler making gold industry has today come to occupy an important place in the national economy; as one of the few exports oriented and labor-intensive industries with vast potential growth. India is one of the largest consumers of gold in the world. Until just a few years ago the gold business in India was severely restricted under a system the government called Gold Control, implemented in 1963. This restriction was removed by 1991. Gold Control means total ban on imports of gold to the country and also restriction of private ownership of gold.

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Even before the change that took place in 1991, annual gold consumption in India was between 200 to 250 tons a year. This figure clearly showed that there was great potential for increasing gold consumption in India if only legislative environment could be improved. India began to export is gold market just a few years ago and the council has played a number of important roles in the process. The council as a part of liberalization gave many opportunities for the authorities to learn from the experience of other countries that have already progressed well.

GOLD PRICES ON UPWARD GROWTH India is world biggest market for gold. Gold is valued in India as saving and investment proposal. The consumption is much higher in India than in any other countries. In 1922 a gram (22 carat) of gold was sold for Rs.2. this price rose to Rs.2.64 inn 1931, resulting in just 32% increase in 9 years. But in next 16 years, gold touched Rs.13 showing an increase of 49 % the price went down to Rs.11 in 1952 and then steadily rose to Rs. 16 in 1972. Suddenly in one year, the price doubled and it was Rs.34 in 1973. In 1986 the price was Rs.206 and in 1990, it rose to Rs.345. in 2005 it was hovering around Rs.600. Later it just doubled around Rs.1250. As of now, in 2009 8 grams of gold have crossed Rs. 10000 and is still growing steadily expensive day by day. Very wide fluctuations have been noticed in the gold market. It’s mainly the demand and supply that determines the price of gold at the international level. Although all goods undergo price rise, the proportional rise between gold and other goods varies significantly. Unlike other goods the supply of gold cannot be increased as and when demand goes up because in all gold excavating countries, production has been consistently stable over the year. Within last 85 years price of gold have risen to its ss5000 times. No other metal had such a price growth.

HALLMARKING OF GOLD There is insatiable demand for gold ornaments within the country. While the volumes of exports have also been growing at an average of 10% rate yearly. And it is amazing that the consumers have exhibited such deep faith in the honesty of the traders.

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There was no sure way of judging our gold jewelry purity. But recently developed hall marking and fire assay testing has changed all that. It helps in accurate determination of the proportionate content of various precious metals in gold ware. Currently bureau on Indian standard (BIS) have recognized only 24 gold hallmarking centers. BIS had a plan to execute gold hall marking centers in all districts by the end of 2008 Gold jewelry is an investment which almost family in our country makes to get command in the hours of distress. Much family incurs huge losses because of some dishonest jewelers. Therefore, there we need to expedite this scheme in national interest.

INDIA AND GOLD Jewelry has been an integral part of the Indian culture and civilization since ancient history. They were in demand and fashion since ancient civilizations as Harappa and Mohenjo-Daro. Gold jewelry can be adorned to highlight almost any part of body. In 1992 India allowed Indians returning from aboard to bring in five kilograms of gold. This was further liberalized to ten kilograms of gold. In October 2007, import license were scrapped and for the first time, a group of state rum agencies and banks were allowed to make unlimited gold imports. India is the world’s largest consumer of gold. Thus, when someone thinks of gold they think of India. The official estimate of gold imports into India not only includes gold Jewelry import after foreign travel. A major portion is through smuggling. It shows the Indians insatiable hunger for gold. India considers gold as so precious because from the ancient times gold and its jewelry has enjoyed safe and heavenly status. Gold is the only way to protect depreciation of Indian rupee against us dollar. Another reason for considering the gold so heartfelt is that the predominant Hindu population finds mention of gold as a commodity of immense values in their religious books.

AN OVER VIEW OF INDIAN GOLD INDUSTRY 6

The ‘India Shining’ factor, is, possibly, best reflected in the surge in India’s gold and jewelry exports, which have been making considerable contributions to the country’s foreign exchange earnings. And driving this growth in gold and jewelry (GJ) exports is the special economic zone in Mumbai that accounts for about 50 % of the country’s gem and gold industry. With negligible domestic production of gold and diamonds, the Indian jewelry industry has to depend entirely on imported raw materials. The bulk of the domestic gem and jewelry industry is concentrated in the unorganized sector that employees an estimate of 2 million workers serving over 0.1 million gold jewelers and 8,000 diamond jewelers. The hub of India’s jewelry industry is Mumbai that receives majority of the country’s gold and rough diamond imports. However, most of the diamond processing is undertaken in the neighboring state of Gujarat, primarily in Surat, Bhavnagar, Ahmadabad and Bhuj. But Mumbai does have a considerable number of modern semi- automatic factories and laser- cutting units, majority of which are located in the special economic zone.

INDIAS GEMS and JEWELRY EXPORTS India has a respectful place of gems and jewelry exports. The gems and jewelry exports promotion council (GJEPC) sees huge opportunities for business. The labor for converting diamond into jewelry is expensive in western world, but India has comparatively cheap techniques with special skills. Cutting fine quality diamonds reduces profit margin. Hence the western countries want to take the advantage of Indian skills. India has over two million people in the jewelry sector, of which nearly one million exclusively engaged in export production. Exports from the industry yield 17.1 billion in 2007-08 against US$ 16.64 billion in 2006-07, reflecting a growth of 26 %. While the diamonds accounted for 64 % of the total exports, gold jewelry accounted for 30.47 %, colored gem stones and others accounted for 1.44 % and 1.04 % respectively last year. The export of cut and polished diamond segment US$ 10.90 billion. While the export of gold jewelry yielded US$ 5.21 billion last year. Colored gemstone exports fetched US$ 246.48 million last fiscal, against US$ 232.35 million in the previous year. 7

Future growth in the gem and jewelry business is likely to be driven by increased exports to the US and other markets, apart from a surge in domestic consumption.

KERALA AND GOLD While south India is the jewelry hub, Kerala is especially noteworthy for its fondness for gold and gold jewelry. The state has the distinction of consuming 20 % of India’s gold and gold jewelry. Over 500 kg of gold jewelry is manufacturing every day in the state, and a third of this is sold to jewelers outside Kerala. There are more than 5000 retailers in Kerala. Trissur is one of the largest jewelry manufacturing hubs in south India and has around 3000 large and medium size jewelry manufacturers; besides, around 40,000 artisans are employed in Kerala. That apart, the trade provides direct and indirect employment to 2 lakh people. The Keralites prefer gold jewelry to the white jewelry as the glimmer of ‘yellow’ gold blends well the Indian skin tones. Gold jewelry is considered a ‘safe investment’ by most Keralites. The traditional Kerala Jewelry are now getting a north Indian touch as the intricate Kundan work of Rajasthan or the filigree work characteristic of Kolkata are making their way into new versions of traditional ornaments such as Maangamala (with mango motifs) and Kaasumala (with coin motifs) Preference differs from region. In Kochi, the customers seem to prefer chic western designs in ‘yellow’ (gold and copper), ‘white’ (gold and nickel) and ‘pink’ (gold with Rhodium polish) gold, in Thiruvananthapuram, however, conventional jewelry with a contemporary twist rules supreme. The designers too are working on variations of traditional Kerala Jewelry. The younger generation is quite happy with the updated versions of traditional motifs. Platinum is yet to caught on in Kerala. Despite the entry of national and international brands in the jewelry sector, the middle-class customers vouch for local brands. Most of the people prefer ornaments that are much cheaper and light in weight while giving an appearance of plenty. The Palakka mala, usually crafted in about eight to 10 sovereigns of gold, is now available in less than two sovereigns.

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1.3 PROFILE OF THE COMPANY MALABAR GROUP Malabar Group of companies is an established business group centralized at Calicut. Malabar Group of Companies is a reputed group who has a wide range of customers and a wide range of share holders. Malabar Group of Companies opened its first showroom of Malabar Gold at Calicut on 17

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of September, 1992. Now it has spread widely among all the important cities in Kerala,

Tamil Nadu, Andhra Pradesh and Karnataka. Lately it has gone international by the opening of Malabar Gold showrooms in U.A.E. Malabar group of companies have proved their ability in many other divisions other than Malabar gold. It is the first and foremost business concern among the Malabar group of companies. It is also one of the most established firms among the business group. The following are the business firms under Malabar group.

Jewelry showrooms Malabar group is having manufacturing divisions for gold ornaments at Calicut, namely, Malabar gold ornaments makers and fortune ornament makers. It’s having diamond manufacturing divisions at Bangalore namely Malabar diamond gallery. It is also having Malabar designs and interiors India at Koratty..

Property and infrastructure development division Malabar group is having property infrastructures at various cities in Kerala. They are; Malabar Hi-lite builders India, Malabar realtors’ private limited, and Queen City realtors private limited at Calicut. Then Malabar castle and Malabar commercial plaza at Trivandrum, Malabar business centre at Palakkad, Malabar towers private limited at Kodugallur and Malabar shoppers centre at Kollam are the other divisions.

Hospitality division 9

The hospitality division of Malabar group at Calicut which is a reputed firm as an ideal gate way to all segments of discerning travelers. It is namely Malabar gate hotel at the centre of Calicut city.

Trading division Malabar equipments and general traders at Calicut is the trading division of Malabar group, where it shows its shining presence.

Other subsidiaries Malabar group also presence other subsidiaries at Calicut. They present Malabar watches for exclusive collection of watches, Gazzaz global Ad Vision private limited for creative and innovative ads, and Malabar man style for exclusive men’s garment collections.

Charitable trust Malabar group also have a charitable division which provide medical facilities, house constructions, treatment system etc. for poor and downtrodden families of the society. They work under two divisions namely Malabar charitable trust and Malabar housing charitable trust both working and around Calicut city. A fixed percentage of each year sales are allotted for Malabar charitable division. MALABAR GOLD “Beauty meets quality”

Gold – a language more powerful than words, speaks eloquently of love, joy and friendship. Each piece of gold is a heirloom. The leadership is creating fine jewelry that will be treasured for generations makes Malabar gold an ever memorable name in the hearts of jewelry lovers! The intrinsic beauty, warmth and sensuality of gold have inspired master craftsmen to create objects of beauty that attune to customers emotions. Malabar gold presents the latest innovative design with limitless vitality, richly detailed and crafted gold and diamond jewelry for the customers to choose. Malabar gold provides a fine array of gold, platinum and diamond jewelry crated to sculptural quality by traditional craftsmen from Kolkata, Rajkot, Delhi, Mumbai, Coimbatore and Kerala. 10

Malabar gold, the flagship of the Rs.500 core Malabar Group of companies, is all set to rise up to the challenges of international gold trade. 100 % purity in gold ensured as certified by the BIS with the internationally approved hallmarking technologies and fire assay test. Malabar gold also offers 100 % buy back guarantee to customers with facility for self assessment of purity of ornaments, with the help of German made gold check carat analyzer with self operating system provided in Malabar gold showroom. As a PGI authorized retail store Malabar gold offers the customers, bur back on every piece of platinum jewelry. MALABAR GOLD CUSTOMERS RIGHTS Malabar gold is always ready to serve the customers in anyways they could. They have Pros and customers relations officers to serve the customers and to meet their needs. Malabar gold presents many unique to serve their best to customers. They provide one year insurance for all the ornaments and gets 100 % buy back charges. The customers can enjoy highly qualified professional to serve the customers. Malabar gold consider highly qualified professional to serve the customers. Malabar gold consider each sale as a life long relation between the company and the customer, they try the maximum to consider all the rights of the Malabar gold customers. The customers can at any time convey their suggestions and opinion to improve the service through the following email address; chairman @malabargroup.com or in the mail address; the chairman, Malabar Group of companies, corporate office, Malabar gate, Ram Mohan road, Calicut. UNIQUE FEATURES OF MALABAR GOLD 

Exclusive showrooms for 100 % BIS hallmarked 916 gold collections

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A vast array of modern designer collections from India, Italy, Singapore, Europe, Middle East etc.

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Pure value for money guaranteed while buying and selling

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Life long guarantee and free maintenance for gold ornaments

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Insurance protections for gold ornaments

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German made gold check carat analyzer to check the purity of gold while buying and selling gold.

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MG, Nakshatra collections in diamond.

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IGI certificate of authenticity and buy back guarantee for diamond ornaments. 11

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Special counters for world Omega, Rado, Tissot, Espirit, continental, De for Swiss, Citizen.

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Two years international warranty and after sale service for Swiss made watches

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Well experienced counter staff for service.

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Extensive parking area at the disposal beside each showroom

THE TRUST IN MALABAR GOLD The trust bestowed by millions of customers and a very professional outlook in business has made Malabar gold a cut above the rest. Mohanlal, the versatile hero of millions, vouches for the purity of Malabar Gold, Hema Malini, the dream girl of Indian cinema, is also an icon of Malabar Gold purity. SHOWROOMS: Once inside, you will find an extensive display of Malabar gold collections as well as the long area especially for privileged customers. The showrooms are designed on neo classical lines and the interiors façade are elegance personified. Parking is provided near the showrooms. The management and the staff of Malabar gold ensure that customers every requirement in met and nothing is left to chance. State –of-the-art computer systems and software have been implemented for billingandinventorycontrolsystem. Every conceivable kind of jewelry –diamonds, Platinum, gold , gemstone amazing variety of designs, styles, prices and sizes are displayed in beautiful settings, Malabar gold also brings together a selection of brand watches at its watch counters.

Malabar Gold International Operations Malabar Gold has always been ahead of the game when it comes to rising up to the challenges of international gold trade. Our international operations were started with the opening of the first wholesale outlet, Malabar Jewelry LLC ,at Dubai Gold Souk, the world's gold destination,in 2007 August under the leadership of Mr.Shamlal Ahmed.M.P, (MD- Malabar Gold International Operations and Executive Director-Malabar Group of Companies). After 4 months, the group's 12

international presence was further strengthened by the inception of the offshore investment company, Malabar Investments Ltd. Malabar Gold Collections It is where tradition meets modernity and elegance meets grandeur. It is where beauty meets quality. The exclusive collections of Malabar Gold include: 

World class designer jewelry from Italy, Turkey, Korea, Bahrain and Singapore

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Traditional jewelry from Karnataka ,Kerala

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Karachi Bangles

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Signity Studded jewelry

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Ethnic Coorg jewelry

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Daily wear Bangles and Chains

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Formal /Work wear jewelry

Mission Malabar group of companies are committed to honesty and fairness to achieve a leadership position in all other business groups through utilizations of the best and most and appropriate technologies, applying the finest manufacturing disciplines and most efficiently marketing high quality products and to consistently give its customers the best value for their money.

Vision  Open 500 branches across the world  Be the global leader in Gold and Diamond jewelers retailing  Redefine Gold and Diamond industry according to the changing trends  Generate a lot of employment opportunities for the youth of India and uplift their living standard 13

 Provide the common man a golden opportunity to associate with an internationally renowned brand.

Awards and Recognitions ISO 9001:2000

The first jeweler to be honored with ISO 9001:2000 for Quality and services. ISO 9000 and ISO 9001 is a set of standards for quality management systems that is accepted around the world. When you purchase a product or service from an organization that is registered to the appropriate ISO 9000 or ISO 9001 standard, you have important assurances that the quality of what you receive will be as per the standards prescribed.

Bureau of Indian Standards Certified 916 jewelers In order to protect consumers from victimization of irregular gold quality, Hallmarking of gold jewelers was launched under BIS Act, 1986. The product certification scheme aims at providing quality, safety and dependability to the ultimate customer. Customer can avail free quality checking in 4 ways  Govt. Lab testing  Fire Testing  We provide valid purity certificate along with jewelers for quality assurance

REVIEW OF LITERATURE Numerous recent studies emanating from academic circles show that there is a strong influence of brand factors on consumer perceptions during gold jewelry purchase. A vast amount of literature is derived to understand the link between Gold jewelry, Luxury products, and purchase decision behavior. These studies had focused on various aspects of perceptions influencing buying behavior. 14

Kemp, Simon ( 1998) This study determines the rate of various products on the luxury scale. Types of goods which were perceived to be luxurious and how consumers interpret information collected by them about brands, models, features , benefits and then make intelligent and careful decisions while buying a new luxury good. The study also explores how new-luxury purchases are driven by women as an impact of their raise in income, change in lifestyle, new requirements of working women. The findings of the study revealed that Independent women spend more on luxury products. Stephen Harmston (1998 ) A very long period is considered for study of the return on gold in isolation compared with other assets in different countries like United States during 1796 – 1997, Britain during 1596 – 1997, France during 1820 – 1997 , Germany during 1873 – 1997 and Japan during 1880 – 1997. The level of volatility for a US investor trading in gold is similar to that which would be experienced by a British or French investor buying gold with their own currency. The findings state that the real returns from holding gold were not positively correlated with those on other assets, gold would have had a useful place in a diversified portfolio. Buying and selling out of an equity portfolio that contained gold would have afforded, on average, a higher return with decreased risk. Please purchase PDF Split-Merge on www.verypdf.com to remove this watermark. 47 Craddock PT, Ramage A (2000) This study examines how gold is extracted from mines auriferous quartz or direct panning in alluvial deposits provided powder, pellets and nuggets and how goldwork is carried on melted and refined raw material to produce goldwork. Refining techniques changed over time. Separation of precious metals from other elements present in native gold was achieved by cupellation and parting. Documents dating mostly from the Middle Ages reveal very mystified processes of refining and processing that several authors have been trying to decipher and experiment. Ahmad Jamal; Mark M H Goode (2001) This research indicates that the self-image product image congruity (commonly known as selfimage congruence) can affect consumers' product preferences and their purchase intentions. Self15

image congruence can also facilitate positive behavior and attitudes toward products. It further explores that brand preference and satisfaction in the precious jewelry market in the UK. A sample of 500 consumers of precious jewelry in five major cities of the UK were studied through questionnaire. Results indicate that self-image congruity was a very strong predictor of consumers brand preferences and a good predictor of consumer satisfaction. Respondents with higher levels of self-image congruity were more likely to prefer the brand and enjoy higher levels of satisfaction with the brand as compared to those with lower levels of selfimage congruity. The results of the study show the implications for brand managers so that they can position their brands in an effective way. Ekant Veer and Karen Fernandez (2001) This paper examines what jewelry means to Indian consumers living in New Zealand and Pakeha New Zealanders, who acquire jewelry as gifts and are unlikely to sell them because of the personal, private meanings attached to the gift. It narrates how value dimensions of jewelry differ across cultures and ethnic groups. It also reviews how Indians are a particularly interesting comparison group when studying the relationship of self and possessions because the Western concept of possessive individualism is notably absent in India. Depth interviews were conducted with a Please purchase PDF Split-Merge on www.verypdf.com to remove this watermark. 48 small sample of 10 respondents with their partners and data collected was analysed on various aspects like disposal, value, quality, content . It highlights that gold jewelry is preferred in its pure form preferably 18 karats.

Ganesan Kannabiran, Saumen Bhaumik (2005) This paper aims to examine how creative industries can adopt supply chain management (SCM) approaches to achieve business excellence. It is based on case research of supply chain (SC) integration in a jewelry-manufacturing organisation. Organisations in the creative industries such as jewelry can achieve superior performance through systematic supply chain planning and implementation. Integrating SC planning with business planning, persistent commitment of the 16

top management and making use of cross-functional teams for implementation are some of the key determinants of SCM. The paper presents a basis for understanding the scope for adopting SCM approaches in creative industries. The research has the generic limitation of generalisability. However, it provides an insight into understanding the issues of SCM adoption in a developing country context. Hari Chauhan (2005) The Author attempts to explore the love for jewelry by the Indian woman. The research highlights how jewelry serves as adornment as well as financial security. The Indian woman has always been very creative in her expression of jewelry and design. In keeping with India's rich heritage of diversity, jewelry also takes on regional nuances. It is the ultimate and most-personal expression of region specific culture and art of lifestyles and heritage. It draws inspiration from architecture, dance and even religious customs. The paper describes the traditional jewelry worn by the women of Pabbar valley of Himachal Pradesh, one of the northern states of India. Rian Raghavjee (2005) Different people from different regions of word have different reasons for purchasing different types of product. This paper explores how India, Asian markets, Italy, Turkey behave towards gold jewelry consumption. Rian explains how Turkish people like to invest in gold jewelry rather than gold. Further Turkish market is also the tourist market . Italy has remained at the forefront of the gold jewelry industry. Please purchase PDF Split-Merge on www.verypdf.com to remove this watermark. 49 The Italian Renaissance coincided with the discoveries of the New World sources of gold, and wealthy Italian patrons encouraged goldsmiths as they did painters and sculptors. Italian designs are the most sought in US market. The author observes how in India festival campaigns created 30 tonnes of fine gold demand in a single day in the month of April. Markets are segmented based on priority to link the consumer proposition with a product or brand image. Richard Michaud, Robert Michaud, Katharine Pulvermacher (2006) The objective of this paper was to examine the importance of gold in contemporary institutional strategic asset allocation. The appropriate allocation to gold is dependent on the risk level of the 17

portfolio. Empirical findings show that a small allocation to gold, in the order of 1 to 2%, is a significant and useful component of low risk portfolios. Gold is a long-term or strategic investment for U.S. institutional investors. The role of gold in asset management is currently very topical . The research also uses the Ledoit estimator in all but the first case to improve the reliability of the correlation estimates and optimisation results. The evidence indicates that gold is a statistically significant strategic asset at the 10% level of significance for most strategic asset allocations for the last thirty-two years of inflation adjusted historical risk-return data. Amit Sahdev, Priyanka Gautama (2007) A test was conducted focusing on various gender, nationality and materialism to understand brand value by consumer. The study explored whether materialistic tendencies difference between: males and females, between Indians and Non-Indians, brand perceptions of high priced fashion clothing between males and females, Indians and Non-Indians. It also explores an association between consumers’ materialism and his/her perception of brand image and personal satisfaction. The methodology was based on the development and administration of a selfadministered questionnaire using a convenience sample of 211students under the age of 26 at various B-Schools in Mumbai. Materialism was measured using the Richins and Dawson (1992) 18-item measure focusing on happiness, centrality and success. From this study, it has been Please purchase PDF Split-Merge on www.verypdf.com to remove this watermark. 50 observed that there is a difference in the materialistic tendencies of males and females where as there is no difference between Indians and Non-Indians in this aspect.

Jayne Wallace (2007) This research explores the possible integration of digital technologies and contemporary jewelry towards the development of digital jewelry; jewelry objects embedded with electronic components. The relationship between an individual and a piece of jewelry can therefore be personally meaningful. Wearable digital objects are providing comfort in communication and information. These digital objects when finely crafted and designed in form of jewelry attracts a 18

segment of customers who are continuously using digital objects. These objects are supported by computing technology for their intended purpose. Companies like IBM, Philips, IDEO, Nokia, Nike are designing such devices. The motivations behind contemporary jewelry objects and gadgets are poles apart. The findings demonstrated that the jewelry objects to be intensely personal. Kevin J. Clancy , Samuel Rabino ( 2007) The research study was designed to explore the reliability and validity of attribute/benefit desirability and brand perception measures among a cross-sectional sample of 700 adults. It discovered how the choice of stimulus had little effect on desirability and brand perception ratings, even for intangible, emotional product characteristics. The data from this study were analyzed in two ways: on the individual respondent level using repeated measures analysis of variance and on the aggregate level using test-retest (pairwise) correlations that the use of visual stimuli in marking research studies, in conjunction with verbal statements, does not enhance the desirability or brand perceptions for tangible and intangible attributes and benefits. Lisa De Propris, Luciana Lazzeretti (2007) An historical analysis which intends to demonstrate Birmingham Jewelry Quarter , a Marshallian industrial district at the turn of the twentieth century over the period 1880–1920. This historical analysis is based on (a) historical records and information Please purchase PDF Split-Merge on www.verypdf.com to remove this watermark. 51 from 1750 to 1920 a unique database constructed by the authors containing historical data (1880–1920). Most of the jewelry trade was dependant on hand labour and craft which later underwent through production technology driven by mechanization with the introduction of gas-powered machinery. This lead to a process of diversification in production activities. Many Jewelry school were also opened like : School of Art, Jewelry School, Victoria School of Jewelry and Silversmiths. In 1908–1909 the University of Birmingham began to organize a course on jewelry management. All this resulted in employment creation. World War I and II had its impact on jewelry industry then. World war II hit jewelry industry so badly that it was very difficult for recovery. Marshallian industrial district later had manufacturing activities increasingly becoming intertwined with design, innovation, marketing and retailing activities. 19

Maria De Silva(2007) This research investigates the development of an industrial cluster from its early beginnings as 1920 at the start of the twentieth century, to the end of 2003 period, illustrating the major turning points in the industry cluster and the responses of the sector to those occurrences of jewelry industry in South Africa. Data was collected from historical documentary evidence, Gold Fields Mineral Services (GFMS) annual gold surveys and few people who lived during this period. Industrial clusters were formed with small and medium firms. Cluster development and support have undergone restructuring with the help of government recently. Maria Filomena Guerra (2008) This paper reveals the role of scientific technology like x-ray based techniques of gold alloys. X-ray based techniques have always played an important role in the study of cultural heritage and, in particular, of gold work. Two applications illustrate both the potential of examination techniques to identify the authenticity of gold jewelry and the importance of combining examination techniques and elemental analysis to describe the fabrication stages of gold work. Elemental analysis gives further Please purchase PDF Split-Merge on www.verypdf.com to remove this watermark. 52 information on certain manufacturing techniques composition of a soldering or of a gilding foil, Gold work consists of various stages like hammering or casting and afterwards decorated by chasing, engraving, stamping or by addition of other materials— gems setting, gilding, niello inlaying, etc. X-ray radiography and SEMEDS are main tools for jewelry studies.

Padma Srinivasan, R Subramaniam(2008) This research paper explored the risk factors that influence the gems and jewelry business in Bangalore and the practices of family-based jewellers and branded retailers. The sample consisted 190 family based jewelers and 10 retailers were observed for a period of three years from 2004-07. Various risks like Geographic Concentration Risk, Raw Materials Risk–Gems and Gold, Debtors’ Risk, Seasonality Risk, Labor Risk, Wastage Risk, Financial Risk are studied 20

with Risk Management Practices. It concludes with SWOR analysis and suggestions for jewelers with help of collaboration and technology. Heather A. Wier (2009) This research examines the information content of historical cost and fair value reporting using a sample of gold firms. Completion of this study required data to be hand-collected from firm annual reports from Canadian firms in a single industry belonging to "precious metals" industry . A sample of 164 firm-year observations for 29 firms with up to eight years of data, from 1996 up to and including 2003 data comprised a pooled cross-sectional time-series sample of firm-year observations. It examined trade-offs between mark-to-market accounting and historical cost accounting. This result conforms well to the intuition that for a commodity such as gold, where the price is set in well-established markets, firm value should be more related to the selling price of the commodity than to its cost. Findings revealed the balance sheet amount of finished goods inventory of gold is more value-relevant for firms using the production method of revenue recognition, which involves marking inventory to market, than is the gold inventory of firms using the historical cost-based sales method. Please purchase PDF Split-Merge on www.verypdf.com to remove this watermark. 53 Henrik Hagtvedt, Vanessa M. Patrick (2009) This research proposes a feelings-based account of brand extension evaluation and demonstrates that the promise of pleasure (hedonic potential) associated with luxury brands is a key driver of brand extendibility. They compare luxury brand with a value brand. Both brand concepts lead to equally favorable brand evaluations, but the luxury brand concept results in more favorable brand extension evaluations due to the hedonic potential inherent in this concept. However, the luxury brand is shown to be sensitive to inconsistent brand cues, leading to diminished hedonic potential and consequently decreased brand and brand extension evaluations John R. Bryson and Michael Taylor(2009) Manufacturing firms located in high-cost production locations have developed a series of complex inimitability strategies in response to intensive competition from low-cost producers. This paper draws upon the resource-based view of the firm to explore inimitability, as a strategy 21

firms deploy in response to imitation. The analysis is based upon in-depth interviews with lock, jewelry and whistle manufacturers located in the West Midlands, UK. Many of these firms have been transformed into niche manufacturers whose competitiveness is based around a process of customisation through a co-production relationship with customers, the delivery of service experiences and a continual process of design-intensive innovation. Anandkumar G Patil (2010) This paper reviews how fashion jewelry is changing in modern times. The practice of soft tissue piercings like nose, ear, eyebrows with ornaments and body tattooing are ages old started in Egypt, china and medieval around 5000 years back. Oral jewelry, which consists of soft tissue piercings and/or objects attached to teeth. Oral jewelry makes teeth glamorous, unique, and fashionable, tantalize the persons teeth. It is painless and has no risk of infection, and adds sparkle to a smile. It is also solution for tooth fracture and gum recession and gives confidence to the person. Today it is regaining momentum as fashion and style statement among youth and celebrities.

RESEARCH METHODOLOGY Research methodology is a way to solve the research problems. It may understand as a science of studying, how research is done scientifically. When we talk about research methodology we not only talk of the methods were in the content of our research study. Research: -

22

Research refers to a search of knowledge. Marketing research is defined as systematic gathering, recording and analyzing of the data about problems relating to the service rendered by the Jewelry .this study gives emphasis to the customers satisfaction towards Malabar gold. Sampling methods:Conveniences sampling method. The samples are primarily chosen on the basis of convenience of the researcher. Sample size:The sample size was 150 respondents. Research Design:The type of research carried out was descriptive in nature. It was made in order to get accurate result from the survey to analyses the customer a questionnaire was prepared.

3.1 STATEMENT OF PROBLEM The Indian branded jewelry industry is growing at rate of 40 percent and recently many diamond traders have entered the domestic branded market as part of value addition. The problem of study is to find out the effectiveness of promotion techniques of Malabar gold. The main aim of the study is to know effectiveness is promotion techniques among customers .In this study have lot of limitations mainly time and resources. The study was conducted at Malabar gold which is reputed jewelry show room in Calicut.

3.2 OBJECTIVES OF THE STUDY

 Primary objective: 

To find out the effectiveness of promotion techniques among customers



To find out the advertisements influence among customer 23

 Secondary objectives: 

To find out the factor which influencing the buying decision on gold



To find out the reason for selecting particular brand



To find out the awareness level of customers towards gold ornaments



To know the awareness level of quality of gold.



To ascertain the brand loyalty



To find out the effective source of information



To identify motivating factor for their purchase of gold

3.3 SCOPE OF THE STUDY The study is expected to make an analysis of effectiveness of promotion techniques of Malabar gold, Calicut. The scope of the study covers a wide range. Because all the functions of every business depend upon their customers. This study helps to find out the effectiveness of promotion techniques and to analyze the level of customer awareness . And also it helps to make improvement in various promotion techniques to attract more customers. This study aims basically to inquire in to the promotion techniques of Malabar gold Calicut. A traditional argument for holding gold in your portfolio has been that it has allow correlation or is negatively correlated to most other financial assets, such as stocks bonds and treasury bills. Therefore, even if the stock and the bonds market fall in one by one, one can still be sure that their holdings of the precious metal will lend stability to their portfolio. In the recent month, gold has made a global comeback as a “safe heaven” investment. A weakening US economy, the depreciating greenback, tumbling interest rates and fears of a spike in oil prices have sent investors scurrying to gold. The resurgence in gold prices has revived some of the age – old arguments in favor of investment in gold. So the scope of the study is wide and this study has more importance.

3.4 DATA COLLECTION METHOD Data Collection:24

Source of data; the materials necessary for this study have collected on the basis of primary and secondary data. Primary Data:Questionnaire has been used as the tool for primary data collection from customers. Secondary Data: Secondary data are obtained from magazine and websites.

3.5 TOOLS FOR ANALYSIS To analysis the data obtained through primary data, the study itself used the major mathematical and statistical tools. 

Percentage



Tables



Bar diagrams



Chi-Square

3.6 LIMITATION OF THE STUDY  The sample population was limited to 100 respondents.  The study is limited to Calicut branch and hence the result cannot be generalized and applied to any other place.  The analysis was based on the idea collected with the help of questionnaire and this might have its own limitation. 25

 Sample is taken by using non probability sampling.  The duration of study is limited to short period so the extensive and deep study could not be possible.  Some of them refuse to fill the questionnaire because they think it might affect their personal life.  Despite of these limitations, it has been ensured that quality of the report was not deteriorated at any circumstance.

ANALYSIS AND INTERPRETATION ANALYSIS The term analysis refers to closely related operations that are performed with the purpose of summarizing the collected data and organizing in such manner yielding answer to the question .It means studying the tabulated material in order to determine inherent facts and meanings. In the word of shelitiz and Hahoda, the term analysis refers to such process facilitating the data for the 26

operation designed to draw conclusion or hypothesis explaining the figures what they mean in the contact of the theory on which the study is based is often termed as “interpretation”. Analysis involves organizing the data in manner and interpretation that explain facts or figure. Thus interpretation proceeds to knowledge and the analysis is hardly complete without interpretation coming into play. The problem of analysis and interpretation vary from one study to another. The collected data was analysis by using percentage analysis method, and factor analysis .Percentage was calculated by taking the number of respondent for a particular parameter against the total number of respondents.

INTERPRETATION Interpretation refers to the task of drawing inferences from the collected facts after analytical and or experimental study. In fact it is search for broader meaning of research findings. C. Williams Emorry “In one sense, interpretation is concerned with relationship within the collected data practically overlapping analysis. Interpretation extends beyond the data of the study to include the result of other research, theory and hypothesis.”

NEED FOR INTERPRETATION Interpretation is essential for the simple reason that the usefulness and utility of research findings lie in the proper interpretation. It is being considered a basic component of research process because of the following reason,

27

 It is through interpretation that the researcher can well understand the abstract principle the work beneath his finding.  Interpretation leads to the establishment of explanatory concept that can serve as a guide for future research studies. It opens new avenues of intellectual adventure and stimulates the quest for more knowledge.  Research can better appreciate only through interpretation why his findings are? What they are? And can make others to understand the real significance of his research findings.  The interpretation of the finding of exploratory research study often results into hypothesis for experimental research and as such interpretation is involved in the transaction from exploratory to experimental research. Since an exploratory study does not have a hypothesis to start with the finding of such a study have to be interpreted on a post-factum basis in which case the interpretation is technically described as post factum interpretation.

4.1Age of respondents 4.1Table showing Age of respondents

Age Below 20

No. of respondent

Percentage

8

5.3

28

21-30

32

21.3

31-40

50

33.4

41 and above

60

40

Total

150

100

Source; Primary data Interpretation The above table depicts that 5.3% of the respondents were in the group of below 20 years, 21.3%of the respondents are 21-30 , 33.4 % of the respondents are 31-40 an the remaining 40% are 41 and above. 4.1Chart showing Age of respondents 70 60 50 40 30 20 10 0

Below 20

21-30

31-40 Percentage

4.2 Educational qualification of respondents 2.2 Table showing Educational qualification Source; Primary Data

29

above 41

Interpretation Total respondents are grouped under four categories on the basis of their educational

Education qualification

No. of respondent

Percentage

UP to SSLC

12

8

Plus –two

50

33.3

Graduate

74

49.4

Post graduate and above

14

9.3

Total

150

100

qualification. The above table represents that 8 (8%) fall under the category of SSLC level. 33.3% respondent fall under the category of Plus two.49.4% respondent fall under the category of graduate and 9.3% respondent fall under the category of post graduate and above. 4.2 Chart showing Educational qualification

80 70 60 50 40 30 20 10 0 Up to SSLC

Plus-Two

Graduate

Respondents

4.3 Marital status of respondents 4.3 Table showing Marital status

Marital status

No of

Percentage

respondents 30

Post graduate & above

Single

55

36.7

Married

95

63.3

Total

150

100

Source; Primary Data Interpretation:The above table depicts that 36.7% of the respondents were in single, 63.3% of the respondents are married. 4.3Charts showing Marital status Martial Status

100 90

80 70

60 50

40 30 20 10 0 Single

Married

4.4 Awareness level of Malabar Gold 4.4 Table showing awareness

31

OPINION

NUMBER OF RESPONDENT

PERCENTAGE

Yes

136

90.7

No

14

9.3

Total

150

100

Source; Primary Data Interpretation The above table shows that out of 100%. 90.7% of the respondents are aware and. 9.3% are not aware about Malabar Gold 4.4 Charts showing awareness 160 140 120 100

80 60 40 20 0 YES

NO

4.5 Malabar Gold Opinion 4.5 Table showing Opinion about Malabar Gold

32

NUMBER OF OPINION

RESPONDENT

PERCENTAGE

Very good

100

66.7

Good

23

15.3

Average

13

8.6

Poor

3

2

Very poor

1

0.4

Total

150

100

Source: primary data Interpretation The table depict that 66.7 %of the respondent have very good opinion about malabar gold product, and the respondent have a good opinion are 15.3%and 8.6% have average and poor opinion are 2% and very poor is 0.4%. 4.5Charts showing Opinion about Malabar Gold 120 100 80 60

Respondents

40 20 0

Very good

Good

Average

Poor

Very poor

4.6Advertisement popularity of Malabar gold 4.6 Table showing OpinionAdvertisement popularity of Malabar gold 33

OPINION

NUMBER OF

PERCENTAGE

RESPONDENT Strongly agree

93

62

Agree

32

21.3

Disagree

20

13.3

Strongly disagree

5

3.3

150

100

Total Source: primary data Interpretation

The diagram shows that 62 % of respondent agree that the advertisement of malabar gold product are very popular and 21.3% agree and 6.7% disagree and 10% strongly disagree in the popularity of Malabar gold advertisement. 4.6 Charts showing Advertisement popularity of Malabar gold

Popularity of advertisement

62

21.3

13.3 3.3

strongly agree

agree

disagree

strongly disagree

34

4.7Advertisement convincing of Malabar gold 4.7 Table showing Advertisement convincing Source: primary data NUMBER OF

Advertisement convincing

PERCENTAGE

RESPONDENT Strongly agree

101

68

Agree

21

14

Disagree

15

10

Strongly disagree

12

8

Total

150

100

Interpretation The figure shows that 68% out of 100% strongly agree, 14% agreewith the convincing of advertisement of Malabar gold, 10% disagree and 8% strongly disagree with the convincing of advertisement of Malabar gold 4.7 Chart showing Convincing of advertisement

Respondents 120 100 80 60 Respondents

40 20 0 Strongly agree

Agree

Disagree

35

Strongly disagree

4.8 Sources of information 4.8 Table showing Sources of information Source: Primary Data

SOURCES OF INFORMATION

NUMBER OF

PERCENTAGE

RESPONDENT Friends

20

13.3

Relatives

24

16

Advertisement

72

48

Executives

22

14.7

Exhibition

12

8

Total

150

100

4.8 Chart showing Sources of information

Respondents 80 70 60 50 40 30 20 10 0

Respondents

Interpretation The study depict that 48% of respondent get information from advertisement and from relatives is 16% and 14.7% from executives.and from friends and exhibition are13.3% and 8%.

4.9 Competitive brands of Malabar Gold

36

4.9 Table showing Competitive brandsof Malabar Gold COMPETITIVE BRANDS

NUMBER OF

PERCENTAGE

RESPONDENT Malabar gold

47

31.3

Avathar

19

12.7

Alukkas

48

32

Kalyan

36

24

Total

150

100

Source; Primary Data Interpretation 31.3% of the respondent agrees that Malabar gold comes in their mind if they are going to purchase. And 12.7% choose Avatar and 32% Alukkas and 24% Kalyan jewellers. 4.9 Chart showing Competitive brand of Malabar Gold

Respondents 60 50 40 30

Respondents

20 10 0 Malabar Gold

Avathar

Alukkas

Kalyan

4.10 Productions satisfaction level 37

4.10 Table showing Productions satisfaction level SATISFACTION LEVEL

Number of respondent Percentage

HIGHLY SATISFIED SATISFIED TO SOME EXTEND

NOT SATISFIED

TOTAL

94

35

21

150

62.6

23.4

14

100

Source; Primary Data Interpretation Highly satisfiedrespondents with the product are 94% and satisfied are 35% and not satisfied with the productare21%. 4.10 Chart showing Productions satisfaction level

Respondents 100 90 80 70 60 50 40 30 20 10 0

Respondents

HIGLY SATISFIED

SATISFIED TO SOME EXTEND

NOT SATISFIED

4.11 Publicity campaign’s awareness 38

4.11Table sowing Productions satisfaction level OPINION

NUMBER OF

PERCENTAGE

RESPONDENT Very well aware

99

66

Aware to some extend

36

24

Not aware

15

10

150

100

Total Source; Primary Data Interpretation

The study depict that very well aware about the publicity campaign conducted by the company are 66%and 24% are aware to some extend and 10% are not aware about the publicity campaign conducted by the company. 4.11 Chart showing Productions satisfaction level 120 100 80 60 40 20 0 Very well aware

Aware to some extent

4.12 Promotion mix Influence in purchase decision 39

Not aware

4.12 Table showing Promotion mix Influence in purchase decision NUMBER OF OPINION

RESPONDENT

PERCENTAGE

Strongly agree

86

57.3

Agree

34

22.7

Disagree

16

10.7

Strongly disagree

14

9.3

Total

150

100

Source; Primary Data Interpretation The diagram mention that 57.3% of the respondent strongly agree and 22.7% agree , 10.7% disagree and 9.3% strongly disagreethat the promotional activities will give all the information for purchase decision. 4.12 Chart showing Influence of promotion mix

100 90 80 70 60 50 40 30 20 10 0 Strongly agree

Agree

Disagree

Strongly disagree

4.13 Awareness about information of the promotional activities 40

4.13 Table showing Promotional activities OPINION

NUMBER OF

PERCENTAGE

RESPONDENT Very well aware

105

70

Aware to some extent

40

26.7

Not aware

5

3.3

Total

150

100

Source: primary data Interpretation The responses shows that 70%respondent are very well aware about the promotional activities conducted by the company and 26.7% respondents aware to some extend and 3.3% of respondent are not aware about the promotional activities

4.13 Charts showing Promotional activities 120

80 70

100

60 80

50

60

40

40

Number of respondent

30

Percentage

20 20

10

0

0 Very well aware

Aware to some extend

Not aware

4.14 Satisfaction Level about discount and offer 41

4.14 Table showing Satisfaction Level about discount and offer NUMBER OF OPINION

RESPONDENT

PERCENTAGE

Highly influence

88

58.7

Influence to some

22

14.6

Not influence

40

26.7

Total

150

100

extent

Source; Primary Data Interpretation The figure depicts that out of 100% only 58.7% of therespondents highly satisfied with the discount and offers and 14.6% are satisfied to some extend and 26.7% are not satisfied. 4.14 Chart showing Satisfaction Level about discount and offer 100 90 80 70 60

50 40 30 20 10 0 Highly satisfied

satisfied to some extent

Not satisfied

4.15 Personal selling and influence their in purchase decision 42

4.15 Table showing Influence of Personal selling NUMBER OF OPINION

RESPONDENT

PERCENTAGE

Highly influence

92

61.3

Influence to some

39

26

19

12.7

150

100

extent Not influence

Total Source; Primary Data Interpretation

Out of the total respondent only 61.3% of respondents reveal that personal selling has high influence in the purchase decision and 26% to some extend and 12.7% agree that personal selling will not influence. 4.15 Chart showing Influence of Personal selling Personal selling 100 80 60 number of respondent 40 20

0

4.16 Recommendation of the product 4.16 Table showing Recommendation of the products 43

RECOMMENDATION

NUMBER OF

PERCENTAGE

RESPONDENT Very often

78

52

Often

43

28.6

Rarely

16

10.6

Very rarely

13

8.6

Total

150

100

Source; Primary Data Interpretation 52% of the respondent reveals that they advise the product to others very and 28.6% will often advise and 10.6% rarely and 8.6 % very rarely advise the product to others. 4.16 Chart showing Recommendationof the products

90 80 70 60 50

40

Series 1

30 20 10 0 Very often

Often

Rarely

Very rarely

4.17 Influence of social welfare in purchase decision 4.17 Table showing Influence of Social welfare

44

OPINION

NUMBER OF

PERCENTAGE

RESPONDENT Strongly agree

92

61.3

Agree

32

21.3

Disagree

14

9.4

Strongly disagree

12

8

Total

150

100

Source: Primary Data Interpretation 61.3% of the respondent are strongly agrees and 21.3% are agree, 9.4% disagree and 8% strongly disagreethat the social welfare activities will influence in their purchase decision. 4.17 Chart showing Social welfare activities Influence of social welfare 100 90 80 70 60 50

40 30 20 10 0 Strongly agree

Agree

Disagree

4.18 Opinions About Promotional Items 4.18 Table showing Promotional items 45

Strongly disagree

PARTICULARS

NO OF RESPONDENTS

PERCENTAGE

Highly satisfied

60

40

Satisfied

70

46.6

Dissatisfied

20

13.3

Highly dissatisfied

0

0

150

100

Total Source:Primary Data Interpretation:

From the above table data it is understood that about 40 % of the respondents were highly satisfied. 46.6% of the respondents are satisfied and 13.3% of the respondents are dissatisfied about the promotional items 4.18Chart showing Opinions About Promotional Items 80 70 60 50

40 30 20 10 0 Highly Satisfied

Satisfied

Dissatisfied

Promotion Items

CHI- SQUARE TEST TEXTUAL DISCUSSION:

46

Highly Dissatisfied

The researcher needs to measure that, whether there is any significant relationship between Age and advertisement popularity. For this purpose, data are to be analyzed and presented in the calculation with CHI-SQUARE test methods. TABLE 4.19 TABLE SHOWING AGE CATEGORY AND ADVERTISEMENT POPULARITY USING CHI- SQUARE TEST:

Age/Advertisement popularity

Strongly

Agree

Disagree

agree

Strongly

Total

disagree

Below 20

3

2

2

1

8

21-30

16

10

5

1

32

31-40

33

10

6

1

50

41and above

241

10

7

2

60

93

32

20

5

150

Total

SOLUTION: Null hypothesis (H0): There is no significant relationship between age and advertisement popularity Alternative hypothesis (H1): There is a significant relationship between age and advertisement popularity

CALCULATION OF CHI-SQUARE:

47

O

E

(O-E)

(O-E)2

(O-E)2/E

3

4.96

-1.96

3.84

0.77

16

19.84

-3.48

14.74

0.74

33

31

-2

4

0.12

41

37.2

3.8

14.44

0.38

2

1.70

0.3

0.09

0.05

10

6.82

0.18

10.11

1.48

10

10.66

-0.66

0.43

0.04

10

12.8

-2.8

7.84

0.61

2

1.06

0.94

0.88

0.83

5

4.26

0.74

0.54

0.12

6

6.66

-0.66

0.43

0.06

7

8

-1

1

0.12

1

0.26

0.74

0.54

2.07

1

1.06

-0.06

0.36

0.33

1

1.66

-0.66

0.43

0.25

2

2

0

0

0

CACULATED VALUE

FORMULA: O= observed frequency E= expected frequency R= row total C= column total DEGREE OF FREEDOM: = (R-1) (C-1) 48

7.97

= (4-1) (4-1) = (3) (3) = 9. Level of significance = 9% TABULATED VALUE: 16.919 CACULATED VALUE: 7.97 INTERPRETATION: Hence, CALCULATED VALUE > TABULATED VALUE. So Ho is accepted.There is no significant relationship between age and advertising popularity.

FINDINGS 

Most of the respondents are female 49



The overall performance of Malabar gold is good .



There is no significant relationship between age and advertisement popularity



Customers of Malabar Gold are mainly from upper class and upper middle class families



Most of the purchasers of Malabar Gold are mainly youngsters.



Malabar Gold has got large no. of gold ornaments customers.



Only a few customers are not aware of products other then gold available in Malabar Gold.



The making charges of Malabar Gold are satisfactory according to the respondents.



Television is the advertising media through which large no. of customers came to know about Malabar Gold.



Factors like company image, quality, advertisement, collections have equally influenced the purchase.



Malabar Gold provides good service facility.

SUGGESTION  Malabar gold customers are business people and have high income , so it should be better to frame promotion programs targeting the lower class people. 50



With regards 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 area.



Among the service facility, respondents suggest to improve parking facility



More advertisement should made in media other than television.



Steps should be taken to attract more male customers.



The company must highlights their strength like quality, timely supply etc. So that the company can increase their market shares.

CONCLUSION This study concludes that “the effective promotion techniques ”should not only for gold ornament but also for every products available in the showroom. Promotion is one of the four elements of 51

marketing mix (product, price, promotion, distribution). It is the communication link between sellers and buyers for the purpose of influencing informing, or persuading a potential buyer's purchasing decision.So every marketing based firm should concentrate on the effective promotion techniquesThe study has proven that company has got wide acceptance in the market.

Scope for future study Now a day’sbusiness firms are more concentrate on a promotional aspect. So it is always important for a firm to know the influence of promotion mix in the purchase decision of the customers. This information will help them to concentrate more about the promotional strategies. Promotion mix includes advertisement, sales promotion, direct mail, exhibition, personal selling, etc so further research can be done on the impact or influence of each factor and their role in the purchase decision of customers or how it helps for the sales of the company. Further research can be done in the relationship between promotion mix and positioning of the product. Now a day Malabar Gold are take sponsorship of many TV program me and shows so further research can be done about influence of these strategies.

BIBLIOGRAPHY BOOKS; 1. Kothari C.R (2003) “Research Methodology”.Wishwa Prakashan Publication 52

2. Ravi Shankar (1999) ”Service Marketing” Excel books, New Delhi 3. Kotler Philip, MARKETING MANAGEMENT prentice-hall of India Pvt.Ltd.New Delhi 11th edition 2000 WEBSITE; 1. www.goldmine.com 2. www.ashroad.com 3. www.keralafasion.com 4. www.fraftfiles.com

QUESTIONNAIRE Sir/madam

53

I am Anup Kumar doing my MBA from Paavai College of Engineering. As part of my MBA I am doing a project in marketing on the topic “A Study on Effectiveness of Promotion Techniques of Malabar gold, Calicut.” I request you to fill the questionnaire and I assure that this data will be used only for study and it will be kept confidential.

Name

:

Address

:

1. 2. 3. 4. 5.

Age : below 25 Gender : Male Marital status : Single Educational qualification: SSLC Did you aware about Malabar gold Yes

26-40 Female Married plus 2

above 41

degree and above

No

6. Did you agree that the advertisement of Malabar gold are very popular Strongly agree

Agree

Disagree Strongly disagree

7. Did you agree that the information mentioned in the advertisement are convincing Strongly agree

Agree

Disagree

Strongly disagree

8. From where did you know about Malabar gold Friends

Relatives

Advertisement

Exhibition

9. Which company will come in your mind when you decide to purchase gold ornaments Malabar gold

Alukkas

Bhima

Atlas

10. Did you satisfied with the product Highly satisfied

Satisfied to some extend

Not satisfied

11. Did you aware about the publicity campaign conducted by the company a. Very well

Aware to some extend

54

Not aware

12. Did you agree that the promotional activities will give all the information required for making a particular decision Strongly agree

Agree

Disagree

Strongly disagree

13. Are you aware about various promotional activities provided by Malabar gold Very well aware

Aware to some extent

Not aware

14. Did you satisfied with the discount and offers of Malabar gold 15. Highly satisfied

Satisfied to some extend

Not satisfied

16. Did you think personal selling will influence you in the purchase decision Highly influence

Influence to some extent

Not influence

17. Did you recommend the product for others Very often

Often

Rarely

Very rarely

18. Did you agree that the social welfare activities conducted by the company will influence your purchase decision Strongly agree

Agree

Disagree

55

Strongly disagree

56