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21
The eleventh question was
to find the level of
satisfaction on a scale of 1
to 10 for family jewelers.
Since the points are given
out of 10 and there are
100 respondents the level
of satisfaction will be out of
1000.
Family jeweler
Level of
satisfaction
No of respondents
765
Table 11
The level of satisfaction
that the respondents
have is 765. Hence if
the average were to be
removed it would be
between 7 and 8.
The last question was to
find the level of
satisfaction for branded
jewellery on a scale of 1 to
10. Here again the rating
is out of 780 because only
those respondents who
have bought branded
jewellery are being
considered.
Branded
jewellery
Level of
satisfaction
No of
respondents
693
Table 12
The level of satisfaction on
the whole for branded
jewellery is 693 and if the
mean were to be removed
then it would be between 8
and 9 hence the level of
satisfaction that the
respondents have towards
branded jewellery is higher
then that towards family
jewelers.

21
Promotional Strategies
adopted by Non
Branded/ Family
Jewelers
The other set of
questionnaire was to find
out the promotional
strategies that are used by
the non branded stores
and jewelers to face
competition. The sample
set consist of 30 jewelers
spread across Mumbai
In this set of
questionnaire first the
information about the
number of years of
operations is
found out.
All the jewelers that are
into this business for
over a period of 60
years and above have
been
considered.
The first question here
again is to find out
whether these
traditional jewelers are
aware of
branded jewellery.
Awareness
Yes
No
No of
respondents
100
0
Table 13
All the 30 traditional
jewelers are aware of
branded jewellery in
the market.
21
The next question is to
find whether the entry
of these brands has
affected their sales.
Effect on
Business
Yes
No
No of
respondents
17
13
Table 14
17 out of the 30
respondent have seen an
effect on their business
due to the entry of
branded jewelers making it
56.67%. 43.33% of the
respondents feel that their
business has not been
affected due to the entry of
branded jewelers they
claim to have a loyal set of
customers which not only
generate revenue but also
help them bring new
business.
Figure 7
The third question
deals with whether
these family/ traditional
jewelers have adopted
any
strategies to fight
competition.
Strategies
adopted
Yes
No
No of
respondents
25
5
Table 15
25 respondents have
adopted strategies to fight
competition. 5
respondents are still
functioning in their
traditional old fashion and
have not adapted any
strategy to increase their
sales or revenue. 83.33%
of the traditional jewelers
have adopted strategies to
upgrade themselves with
the market demands.
21
The next question is to find
what type of strategy they
have adopted. Since it was
a close ended question the
strategies selected were
discounts, cash back, zero
making charges, gifts,
others.
Strategies
adopted
Discounts
Cash
back
Zero
making
charges
Gifts
Others
No of
respondents
19
6
22
23
5
Table 16
Figure 8
This question was asked
to know what the
strategies that the family
jewelers have adopted
are. Discounts are given
by 19 jewelers they may
be when there is a bulk
purchase or when the
customer is an old and
loyal customer. Cash back
as a strategy is only
adopted by 6 of the family
jewelers among the 25
considered under this
research study. Cash back
by a few are given in the
form of coupons such that
on their next purchase
they would get certain
percentage cash back. 22
among the 25 respondents
have a strategy where in
they plan a period such
where they would not be
charging any making
charges. Another most
popular strategy among
these jewelers is gifts
which are given when their
purchase limits exceed a
certain amount or to their
loyal customers during
festivals. Other strategies
that are undertaken are
like giving free polishing
and maintenance services.
21
The next question is to
find when they plan
these strategies. Where
in are the strategies
planned during
festivals, wedding
season or during the off
season when the sales
are low.
When are the
strategies
planned
FestivalsWedding
season
Off season
No of
respondents
11
3
11
Table 17
Among the 30
respondents 11 plan
these strategies during
festival. Another 3
respondents
plan the strategies
during the wedding
season and the
remaining 11 during
the off season.
Figure 9
In terms of percentage
44% plan their strategies
during the festival season,
12% plan their strategies
during the wedding season
and the remaining 44%
plan the strategies during
off season.
The sixth question is to
find out the
effectiveness of their
planned strategies in
terms of
increased sales.
Increased sales
Yes
No
No of
Respondents
21
4
Table 18
21
Out of the 25 respondents
who have adopted some
strategy to increase their
sales only 21 have seen
an increase in their actual
turnover the remaining 4
have not seen any
increase or decrease in
their sales.
Figure 10
In terms of percentage
84% out of the 25
respondents have seen
an increase in their
sale and
the remaining 16%
have not seen any
significant increase in
their turnover.
The last question is an
open ended question
that asks whether they
have adopted any
other
strategy to retain and
attract customers.
Here the respondents say
that they have taken steps
to build relation with their
customers where in they
make a note of their
customers’ birthdays,
anniversaries send them
cards on these days, and
they also send them
calendars’.

consumer preference of
branded jewelery over
non branded jewelery
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